Kewaunee County Tourism/Advertising Report. Prepared & presented by Kewaunee County Economic Development Corporation

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1 Kewaunee County Tourism/Advertising Report Prepared & presented by Kewaunee County Economic Development Corporation

2 AGENDA Purpose Organizations Invested in Tourism Results of Advertising/Promotion Survey 2014 Tourism Economic impact Current Obstacles/Opportunities to Growth Consideration for Growth

3 PURPOSE How is Kewaunee County currently promoted and advertised to attract visitors to the county? Who is currently promoting and advertising Kewaunee County to capture and/or increase visitor spending? What is being spent on the promotion and advertising of Kewaunee County? Is there an opportunity for a collaborative countywide effort to increase visitor spending?

4 Kewaunee County Organizations Engaged in Tourism Efforts And/or promoting the county to residents and visitors Algoma Chamber of Commerce City of Algoma - Tourism & Promotion Committee Kewaunee Chamber of Commerce City of Kewaunee Luxemburg Chamber of Commerce Kewaunee County Economic Development Corp Kewaunee County Promotions & Recreations

5 Traditional Structure of Orgs Chambers of Commerce Promote member businesses, both tourism based and others, to potential customers (B2C) Economic Development Organizations Promote a municipality or region to businesses looking to start or expand a business both tourism based or other (B2B) Municipal Tourism Committee (Promo and Rec) Promotes that municipality s tourism assets Funded by collected room tax and tax levy Tourism/Tourism Bureaus Not for Profit enterprises who promote area s tourism assets. (example: Orlando CVB, Green Bay Area Visitor s Bureau) Typically funded through private fundraising and grants

6 Algoma Chamber of Commerce Print Promotion/Advertising Guidebooks ,000 annually; distributed to 25 visitor state-wide Ride the lakeshore home Rack card - 7,000 copies Maintaining visitor center 15,000 to 18,000 visitors annually Shanty Days Rack Card distribution Online/Digital Promotion/Advertising Website with 6 million hits last year Targeted and social media Acquired digital technologies to promote calendar of events, area attractions, fishing industry, members ANNUAL BUDGET= $70,900

7 City of Algoma Tourism & Promotions Committee Print Promotion & Online/Advertising Wisconsin Biker guide and App Two Current Billboards Advertising with Our Wisconsin magazine Algoma tri-fold brochure Facebook page and Fishing articles (QTRLY) Paid Partnership Partnership with the Green Bay CVB-their publication (270,000 copies) & Dist. channels, social media, Geiger articles Participation in Harbor Towns Association & advertising coop. Lake Link Advertising Fishing Hotline Collect Room Tax ANNUAL BUDGET= $45,000

8 Kewaunee Chamber of Commerce Print Promotion/Advertising 20,000 copies of guide book distributed locally & state-wide Local advertising for events in spring & fall Participation in Harbor Towns Association & advertising coop. Christkindlmarket promotion Visitor Center Online Promotion/Advertising Website with event calendar Social media ANNUAL BUDGET= $21,851 *Does not include budget for visitor center.

9 City of Kewaunee Promotion/Advertising Activities Collects room tax Invests in visitor facilities Invests in the Kewaunee Chamber of Commerce ANNUAL BUDGET= $13,424

10 Luxemburg Chamber of Commerce Print Promotion/Advertising Luxemburg Village Rummage Sale Golf Outing at Northbrook Country Club Annual Dairy Days Dash 5K Run/Walk Kewaunee County Fair Parade Kewaunee Fair Kick-off Dinner Music in the Park Online Promotion/Advertising Website with event calendar Social media ANNUAL BUDGET= $21,851

11 Kewaunee County Economic Development - Tourism Specific Print Promotion/Advertising Advertise site/brand VisitKewauneeCounty.com locally Design for banners, decals & ads for Best of Kewaunee County Regional bike map project Online Promotion/Advertising Website Visit Kewaunee County and Buy Local Social media Social media ads for special events ANNUAL BUDGET= $5,000

12 Types of businesses who responded to the survey Percentage of Response RETAIL 12.9% LODGING 29.0% Percentage of Response FOOD & BEVERAGE 22.6% FISHING 32.3%

13 Media used to reach target consumers MEDIA MIX TV 22.6% Billboard 19.4% Website Radio Print Social Media 25.8% 61.3% 64.5% Social Media Print Radio Billboard TV Website 71.0% 0.0% 20.0% 40.0% 60.0% 80.0%

14 Target Markets Primary Geographic Markets 45.0% 41.2% 38.2% 40.0% 35.0% 30.0% 23.5% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 29.4% 17.7% 17.7% 8.8% 2.9% Primary Geographic Markets

15 Annual Investment in Advertising Annual Advertising Budget 3.2% 6.4% 10.0% 19.4% 32.3% Under $5,000 $5K-$15K $15K-$25K $25K - $35K Over $50K

16 Chamber of Commerce or Convention & Visitor Bureau Membership 3.0% Membership 11.8% 20.6% 20.6% 53.0% Algoma Chamber Kewaunee Chamber Luxemburg Chamber Green Bay Chamber Green Bay CVB Door County CVB 26.8%

17 Development of a county-wide marketing plan 66.7% of businesses have an advertising/marketing plan 68.8% are interested in the development of a county-wide marketing plan.

18 Is there opportunity to increase visitor spending? Kewaunee County ranked 65 th in the state for visitor spending in the state of Wisconsin in Direct visitor spending was recorded at $17.8M which was a 5% over Visitor spending generated $32M in business sales in An increase of 5.3%. Visitor activity sustained 288 jobs and $4.6M in labor income.

19 Obstacles/Opportunities for collaboration? There is a lack of coordinated effort to discuss opportunities for county-wide tourism. The six organizations have limited resources to promote & advertise. Chambers are often limited to their membership, which may not always be tourism-focused. KCEDC is an economic development organization focused on business to business. Kewaunee Promotion & Recreation is primarily focused on parks & trails.

20 Obstacles/Opportunities for collaboration? There is interest in a collaborative county-wide tourism discussion. Nearly $200,000 is currently being invested by local organizations in promotions and advertising. Can resources be maximized for greater impact? Businesses surveyed are investing over $350,000 annually in advertising. How can we support their effort? 68.8% of business are interested in a countywide marketing plan to attract visitors to the state.

21 Considerations for growth Consider creation of a Tourism/Marketing & Promotion Plan Consider dedicating/contracting staff & committing a budget to increase visitor spending by 10% annually Consider creating an informal county-wide tourism group that meets quarterly or bimonthly to discuss on tourism issues/planning

22 Considerations for growth Consider implementing a Business Walk program for tourism purposes, which would encourage visiting business in neighboring areas for referral purposes Brand VisitKewauneeCounty.com already exists Point of origin advertising already taking place

23 QUESTIONS?