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ANNUAL REPORT 2015

WISCONSIN DELLS VISITOR & CONVENTION BUREAU

June 2016

HELLO BUREAU PARTNERS:

If tourism economic impact was a standardized test, then we just earned a perfect score.

In 2015, direct visitor spending for the area was up 7.2 percent to nearly $1.1 billion. Every season was up. Every category of spending was up. Jobs were up. Taxes were up. And with that surge, Wisconsin Dells now accounts for 9.1 percent of all spending in the state.

That tally is evidence you’re doing a whole lot of things right, so well done. It’s also the kind of news that brings added energy to the ambitious downtown redevelopment efforts. Yet perhaps more than anything else, it shows the business owners here never rest on their laurels, setting a fine example for all of Wisconsin.

Congratulations on making such a big splash in 2015!

Sincerely,

Jill C. DiehlPresident

Romy A. SnyderExecutive Director

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CONTENTS

Letter from President & Executive Director

Vision & Mission Statements

Economic Impact

Financials

Performance Report

Marketing

Public Relations

Meetings, Conventions, Sports & Groups

Festivals & Events

Board of Directors

Committees & Staff

34689

1112

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MISSION STATEMENTThe WDVCB is the official destination marketing organization for the Wisconsin Dells area whose mission is to grow the economic impact of tourism through marketing, public relations and development efforts that benefit our visitors and members.

VISION STATEMENTOur vision is to secure the Wisconsin Dells area as a national year-round tourism destination by providing visitors with a unique and diverse recreational experience unsurpassed in quality, which offers the WDVCB membership and staff a framework for growth and economic opportunity.

WDVCB members understand the commitment and dedication it takes to build a successful destination. In Wisconsin Dells, membership means more than signing a contract and paying membership dues. WDVCB members write bylaws, set policy and give direction to Bureau staff. More importantly, they volunteer their time, talent and resources to contribute to the success of Bureau events and programs. As leaders in the tourism industry, they are also active in statewide tourism issues and policies.

NUMBER OF WDVCB MEMBERS BY DIVISION

2014 2015Accommodation 99 93Attraction 83 84Business/Asso. 96 100Campground 21 20Restaurant 101 104Shopping 55 61Visitor Services 29 32

TOTAL 484 494

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2015 ECONOMIC IMPACTVISITOR SPENDING

2014 2015 % ChangeDirect Impact* $1,014,547,665 $1,087,204,035 7.2%Total Impact** $1,388,508,708 $1,460,814,203 5.2%

* Travelers create direct economic value within a discreet group of sectors (e.g. recreation, lodging - de-tails on page 5.) This supports a relative proportion of jobs, wages, taxes and GDP within each sector.

** Each directly affected sector also purchases goods and services as inputs (e.g. food wholesalers, utilities) into production. These impacts are called indirect impacts. Lastly, the induced impact is generated when employees whose incomes are generated either directly or indirectly by tourism, spend those incomes in the state economy.

ESTIMATED VISITOR EXPENDITURECOMPARISON BY SEASON

TOTAL JOBS SUPPORTED (FULL-TIME JOB EQUIVALENTS)

2014 2015 % ChangeDirect Impact 12,014 12,289 2.3%Total Impact 15,372 15,683 2.0%

2014

2015

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VISITOR EXPENDITURES BY CATEGORY

Lodging $377,289,102

Transportation $83,276,038

Retail $209,932,533

Recreation $131,382,266

Food & Beverage $285,324,096

TOTAL GOVERNMENT REVENUES GENERATED

2014 2015 % ChangeState $40.7 million $42.8 million 5.2%Local $45.8 million $49.9 million 9.0%

The data above is from “The Economic Impact of Tourism in Wisconsin Dells – 2015” and was prepared by Tourism Economics, an Oxford Economics company located in Philadelphia, PA, dedicated to providing high value, robust and relevant analyses of the tourism sector that reflects the dynamics of local and global economics. The research model used for this year’s data is an Input-Output (IO) IMPLAN model that profiles an economy by measuring the relationships among industries and consumers. The model calculates three levels of impact – direct, indirect and induced.

Direct Impact: Visitor’s expenditures on attractions/recreation, lodging, food & beverage, retail and transportation.

Indirect Impact*: The flow of visitor’s expenditures as it is traced to food wholesalers and farmers, utilities, marketing, publishing and so on.

Induced Impact*: The benefits to the economy as tourism employees spend their wages in the local economy, generating additional output, jobs, taxes and wages.

* The combination of Indirect and Induced Impact creates the Total Impact.

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2015 BUREAU FINANCIALSTOTAL INCOME: $13,467,433

ROOM TAX INCOME: $11,408,946

MEMBERSHIP INCOME: $1,344,488

Nov/Dec - Prior Year $1,112,514

1st Quarter (Jan - Mar) $1,995,028

2nd Quarter (Apr - Jun) $2,516,046

3rd Quarter (Jul - Sep) $4,432,920

Oct - Current Year $439,007

Room Tax - Development Fund $913,430

Room Tax $11,408,946

Membership $1,344,488

Program Income $674,913

Other Income $39,087

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Attraction Division $554,250

Accommodation Division $374,240

Restaurant Division $268,210

Associate Division $63,000

Campground Division $35,788

Shopping Division $37,700

Visitor Services Division $11,300

TOTAL EXPENSES: $10,747,054

*Annual meeting, seminars, member directory, etc.

Marketing$8,681,312

Administration$1,936,105

Membership*

$86,156

Development$43,481

MARKETING EXPENSES: $8,681,312

Summer Leisure $5,347,912

Convention Sales $419,629

Public Relations $195,660

Year-Round $1,597,013

Winter/Spring Leisure $663,855

Fall Leisure $141,671

Sports $156,566

Winter Holiday $159,005

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m.wisdells.com 2014 2015

Total Site Visits 1,170,365 1,512,724

Unique Visits 818,818 1,145,684

wisdells.com 2014 2015

Total Site Visits 2,948,641 3,106,643

Unique Visits 2,127,329 2,311,375

Facebook 2014 2015

Fans/Likes 299,311 319,702

Eguide E-Newsletter (Monthly) 2014 2015

Subscribers 80,083 48,678

Deals E-Newsletter (Weekly) 2014 2015

Subscribers 35,757 24,731

Visitor Inquiries/Contacts 2014 2015

Calls 11,583 9,901

Emails (info@wisdells.com) 2,974 1,940

Chat Sessions 961 576

Walk-ins Downtown 39,384 40,091

Walk-ins Lake Delton 13,985 11,119

Vacation Guide Distribution 2014 2015

Single Literature 42,210 81,517

Bulk Literature 135,640 112,630

In-Area Literature 114,135 98,800

Total 291,985 292,947

2015 PERFORMANCEREPORT

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2015 MARKETINGHIGHLIGHTS

EXPANSION

Expanded seemed to be the theme of our 2015 marketing campaign. As in expanded Vacation Guide content, expanded Vacation Guide distribution, expanded website content, expanded winter campaign, expanded events ... well, you get the drift.

Here are a few marketing highlights from 2015:

• Our 2015 Vacation Guide grew to 166 pages, and included a section dedicated to Meetings & Conventions, Group Travel and Sports.

• Vacation Guide distribution was expanded to include 3 Illinois Tollway Oasis locations.

• New, high impact extension boards were placed in Chicago, as well as a full motion video board in downtown Minneapolis.

• Cable request-for-information, which allows viewers to order a Vacation Guide with one touch on their remote, produced 64% increase in leads.

• Fans continue to embrace the WisDells2Go App by proof of the 50,000 downloads in this year.

• A brand new blog was added to wisdells.com highlighting all the exciting attraction, lodging, dining and shopping options in the Dells.

• Wisdells.com was converted to 100% responsive in mid-2015 and web visits were up nearly 5.5% with over 3 million visitors to the site.

• A new holiday campaign was launched in November and December, targeting the Chicago and Wisconsin markets with special holiday offers and vacation deals. The campaign focused on Black Friday/Cyber Monday deals, as well as general holiday travel planning and consisted of video boards, digital outdoor billboards, and online ads totaling over 10 million impressions. During the campaign gift card sales increased 137% compared to the previous year.

• An “Online Brand Lift” research study was conducted to identify the messages that have the largest influence on potential visitors. That study revealed that those who see a Wisconsin Dells banner ad are 8% more likely to visit than those who do not see our ad.

• Our events were expanded to include even more activities for visitors to enjoy. Autumn Harvest Fest became Fall Festival Weekend with a new Craft Beer Walk on Friday evening and costumed 5K on Sunday. Automotion grew to include Hollywood on Broadway that showcased celebrity cars in Downtown Wisconsin Dells.

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2015 MARKETINGCAMPAIGN COLLATERAL

Vacation Guide Attraction & Lodging Price Guide

Planning Guide Sports Planning Guide

Direct Mail

Price GuideATTRACTION & LODGING

2015

THINGS TO DO 1 // PLACES TO STAY 14 // PLACES TO CAMP 15

wisdells.com800.223.3557

We love numbers as much as anyone, especially when they’re attached to the number of happy faces we get to see each day, but sometimes it’s the smaller numbers that matter – like the amount of time it takes to get to Wisconsin Dells from say, Omaha, or the cost for a family to

have a thrilling vacation here. Look inside and you’ll see what we’re talking about!wisdells.com

19+ SQUARE MILES, 200+ WATERSLIDES

A MILLION+ SMILESFIND EXCLUSIVE DEALS INSIDE FROM “THE WATERPARK CAPITAL OF THE WORLD!®”

JUST FOR OUR FRIENDS IN THE GREATER OMAHA AREA.

SPECIAL

SAVINGS

JUST FOR YOU!

Sports Planning GuideTournaments Sporting Events Other Events playinthedells.com

Present this card for special offers at the participating businesses listed below. One card per person per visit.

Offer does not apply to sales merchandise. Tax is not included in the offer. Offer must be presented at time of purchase. Offer is non-transferable and may not be sold, copied or auctioned and has no cash value. Not valid with any other discount, coupon or group rate and cannot be used in conjunction with any other offer or promotion. Valid May 22 – July 2, 2015.

Offer does not apply to sales merchandise. Tax is not included in the offer. Offer must be presented at time of purchase. A one time use may be required. Offer is non-transferable and may not be sold, copied or auctioned and has no cash value. Not valid with any other discount, coupon or group rate and cannot be used in conjunction with any other offer or promotion. Valid May 22 – July 2, 2015.

Affordable Leather and MoreAll Time Sports Cards & GiftsAunt Jenny’s Got-It-All StoreBekah Kate’s (Kitchens, Kids & Home)Bidder #4Capone’s Original Old Time Picture StudioDells Mining Co. – Retail, Lake Delton (Excluding gemstones, jewelry & gem mining.)

Fawn Creek WineryFive Sisters Resale BoutiqueGnome DepotHand Blown GlassKernel Popcorn’s Factory/Aunt Jenny’s Candy KitchenOld Abe’s Old Time PortraitsOodlesmack PopcornParsons Indian Trading Post & MuseumProf. Porter’s Old Time Portraits

St. Vincent de Paul Society Thrift StoreSwiss Maid FudgeThe Ivy CottageThe Meat MarketThe PointTraders BizarreWisconsin Dairyland FudgeWisconsin Dells Craft & Antique MallsWisconsin Landscaping & Garden Center

DON’T LIFT A FINGER.

SHO

PP

ING

& S

ER

VIC

ES

LIFT A SHOPPING BAG.

wisdells.com

10%

savings

A variety of

SAVINGS

Offer is good for meals and non-alcoholic beverages. Gratuity and tax are not included in the offer. Some restaurants may require reservations and seating may be limited. Offer must be presented at time of order. Offer is non-transferable and may not be sold, copied or auctioned and has no cash value. Not valid with any other discount, coupon or group rate and cannot be used in conjunction with any other offer or promotion. Valid May 22 – July 2, 2015.

BJ’s RestaurantBuffalo Phil’s Pizza & GrilleCarvelli’s Pizza & Pasta HouseCheeze Factory RestaurantCheeseCake Heaven Deli RestaurantCindy’s CaféCold Stone CreameryCopper Oak Steak HouseCulver’s of Lake DeltonDel-BarFamous Dave’s BBQ – Downtown DellsFamous Dave’s BBQ – Lake DeltonGreen Owl PizzaHot Dog AvenueHouse of EmbersMarley’s – A Taste of the Caribbean

Mitzi’s American GrillMoosejaw Pizza & Dells Brewing Co.Mr. G’s Chicken ShackMr. PancakePizza PubRiver Walk PubRiver’s Edge Pub & GrubSand BarSpring Brook Sports Bar & GrillStand Rock BuffetSunrise Cliffs CaféThe Keg Bar & Grill/Baja CantinaUno Pizzeria & GrillWintergreen GrilleWo-Zha-Wa Sports Bar

GET YOUR FILL OF FUN.

DIN

ING

wisdells.com

10%

savings

SEASONOPENER

MIL

WA

UK

EE

A1 Wisconsin Dells Kangaroo Taxi! . . . .(608) 432-4627 $2 off taxi service. $20 off hourly rental.

Bill’s Towing & Auto Repair, LLC . . . . . .(608) 356-2000 10% off 24 hour emergency towing, roadside assistance or repair of $100 or more.

Dells Bells Wedding Chapel . . . . . . . . . .(608) 393-4228 Free addition of our “Live Stream Wedding” feature when you mention this offer during your initial reservation booking.

Pampered Paws Pet Resort . . . . . . . . . .(608) 254-7387 10% off any bath for your dog.

Pet Retreat . . . . . . . . . . . . . . . . . . . . . . .(608) 253-6000 10% off two night stay for your pet.

Present this card for a 10% savings on merchandise purchased at the participating retailers listed below. One card per party per visit.

Present this card for a 10% savings on meals at the participating restaurants listed below. One card per party per visit.

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2015 STANDOUTMOMENTS IN PR

WISCONSIN DELLS STAYS TOP OF MIND

In 2015, a mixture of new news, big anniversaries and the classics kept “The Waterpark Capital of the World!®” top of mind in the media. As always, we kicked off the year by distributing our annual What’s New press release. We continued to develop our media relationships with visits to journalists in Madison and Milwaukee, as well as new efforts to reach out to social influencers.

It was a successful year, with stories in Midwest Living, The New York Times, Yahoo Travel and The New Yorker, plus new rankings to tout from USAToday and FamilyFun Magazine contests. Additional stories appeared in the Milwaukee Journal Sentinel, Winnipeg Free Press, OnMilwaukee.com, many family blog sites and more. Here’s a sampling of top stories that came through in 2015:

• 5 Great Ways to Enjoy the Dells in Winter (Midwest Living)

• 50 Cool Things to Do in 50 States (Yahoo Travel)

• Extreme Resorts: Check In and Check ‘Em Out (TravelChannel.com)

• 16 Romantic Destinations with Vacation Rentals (TripAdvisor)

• Best Spring Break 2015 Destinations Near Chicago for Families (CBS Chicago)

• Cure Spring Fever with Spring Break in Wisconsin (Wisconsin Trails)

• 10 Popular Cabin Vacations You Never Thought of (TripAdvisor)

• #5 Top Ten Tourist Towns, Annual Travel Awards (FamilyFun Magazine)

• Take a Spring Break Any Day at a Local Water Park (Chicago Tribune)

• Classic Destinations in the Dells (Minneapolis Star Tribune)

• Top 10 Amusement Parks (TravelChannel.com)

• Wisconsin Charmer (Trailer Life Magazine)

• 20 Family Friendly Travel Ideas to Get You Going (The New York Times)

• #5 Best Kid-Friendly Destination (10Best Readers’ Choice Awards, USAToday)

• Motor Lodges Can be Cute (Huffington Post)

• 10 Classic Wisconsin Dells Experiences (MetroParent Magazine)

• 5 Best Family Resorts in the Wisconsin Dells (Fodors)

• The 10 Best Water Parks in America (Fox News)

• The 11 Best Water Parks in America (MSN Travel)

• Meditations on the Prehistoric Beaches of the Wisconsin Dells (The New Yorker)

• 9 Best Indoor Water Parks in the U.S. (Yahoo Travel)

• Food Paradise featuring MACS - Macaroni and Cheese Shop (Travel Channel)

• Trip Flip featuring Scorpion’s Tail at Noah’s Ark Waterpark (Travel Channel)

Traditional print, television and radio coverage plus online press combined for a total earned media value of $16.8 million for the year. This success proves once again that staying top of mind is a worthwhile venture for Wisconsin Dells.

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2015 MEETINGS & CONVENTIONS, SPORTS AND GROUPS

The WDVCB Sales Department promotes the destination to event professionals in the meetings & conventions, sports and leisure group segments to generate overnight group stays and have a positive impact on the economic growth of the community. Across all three segments the WDVCB was represented at 18 tradeshows/conferences and 17 state wide/regional industry meetings/events.

The sales efforts include attending events, soliciting prospective clients and providing services to existing clients.

MEETINGS & CONVENTIONS• In 2015 the WDVCB attended eight conferences for meeting planners, including seven national

conferences and one regional conference. New to the calendar was IMEX-America in conjunction with the Wisconsin Department of Tourism.

• There were 46 meeting & convention sales leads issued in 2015.• The WDVCB hosted a client event in Chicago that incorporated a charitable activity benefiting

Ronald McDonald® House Charities of Chicagoland and Northwest Indiana.• The 2nd Annual Sales Skill Symposium was held in May. Training topics included site inspections,

social selling and revenue management.

SPORTS• The 2015 sports tradeshow and conference lineup included National Association of Sports

Commissions, Connect Sports, and S.P.O.R.T.S. the Relationship Conference.

• There were 11 leads issued in the sports market in 2015.

LEISURE GROUP TRAVEL• The WDVCB returned to Student Youth Travel Association’s Annual Conference after a three year

hiatus. Additionally the WDVCB participated in American Bus Association Marketplace, Circle Wisconsin Midwest Marketplace, and Boomer’s in Groups.

• In 2015, the WDVCB hosted a familiarization trip for tour operators. There were 27 attendees representing 15 companies. New events have been booked in Wisconsin Dells starting in June 2016 as a direct result of this familiarization trip.

• There were 27 leads issued in the preformed group segment in 2015. Additionally the WDVCB handled 667 requests for more information in this segment.

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2015 WISCONSIN DELLS FESTIVALS, INC.

For over 25 years, we’ve been bringing travelers here to play in a different way - at festivals. Research showed these special events are the primary motivation for attendees to visit which, in many cases, translates to another overnight stay in Wisconsin Dells that might not otherwise have happened.

AUTOMOTION: MAY 16-17, 2015FALL FESTIVAL WEEKEND: OCTOBER 16-17, 2015

2015 FESTIVALS BOARD OF DIRECTORS

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General $200,822

Automotion $20,658

General $41,977

Automotion $121,246

Fall Festival Weekend$155,804Dells Rare Barrel Affair$15,433

EXPENSES: $334,459INCOME: $323,021

Fall Festival Weekend$101,541

Jill C. Diehl, PresidentTommy Bartlett Exploratory - Interactive Science Center

Jesse DeFosse, Vice PresidentShowboat Saloon

Tom DiehlTommy Bartlett Show

Dan Gavinski, Secretary/ TreasurerOriginal Wisconsin Ducks®

Mark SchmitzMoosejaw Pizza & Dells Brewing Co.

Romy SnyderWisconsin Dells Visitor & Convention Bureau

Accommodation:Michael Krueger (Nov – Apr)Hilton Garden Inn 71-299 units

John ChastanKalahari Resorts & Conventions 300+ units

Joe EckWilderness Hotel & Golf Resort300+ units

Patti FichterChula Vista Resort71-299 units

Scott KalcikMeadowbrook Resort70 units or less

Dana KruegerSand County Service Company70 units or less

Brad PreisselBlack Hawk Motel71-299 units

Glenn Gajda (May – Oct)Gables Motel71-299 units

Associate/Visitor Services:Jon Bernander, Secretary/TreasurerBank of Wisconsin Dells

Attraction:Beth AnackerHo-Chunk GamingGuaranteed Seat

Jill C. Diehl, PresidentTommy Bartlett Exploratory – Interactive Science CenterDirector-at-Large

Tom DiehlTommy Bartlett ShowDirector-at-Large

Dan Gavinski, Vice PresidentDells Boat Tours®

Guaranteed Seat

JJ GissalOriginal Wisconsin Ducks®

Guaranteed Seat

Adam MakowskiMt. Olympus Water & Theme ParkGuaranteed Seat

Amy Muller (Nov – Jun)Noah’s Ark WaterparkGuaranteed Seat

Travis NelsonKalahari Indoor Theme ParkGuaranteed Seat

Kevin RicksRipley’s Believe It or Not! MuseumDirector-at-Large

Pete TollaksenWisconsin Deer ParkDirector-at-Large

Mark Whitfield (Jul – Oct)Noah’s Ark WaterparkGuaranteed Seat

Campground:Becky GusselSherwood Forest Camping & RV Park

Dells River District:Brian Landers

Restaurant:Dan CollarMonk’s Bar & Grill

Mark SchmitzMoosejaw Pizza & Dells Brewing Co.

Shopping:Ben BorcherWinnebago Fine Goods & Gift Shop

Immediate Past President:Mike KaminskiChula Vista Resort

2015 BOARD OF DIRECTORS*

Accommodation:Glenn Gajda (Nov – Apr)Gables Motel

Bernadette StarzykShamrock Motel

Associate/Visitor Services:Dave SchultzFirst Weber Group

Attraction:Amanda McGowanDells Boat Tours®

Campground:Brent GasserYogi Bear™ Camp-Resort & Water Playground

Restaurant:Justin DraperHigh Rock Café

Diane JacobsonCulver’s of Lake Delton

Shopping:Chris FearingSt. Vincent de Paul Society Thrift Store

ALTERNATE DIRECTORS*

* Term Served - November 2014 to October 2015

2015 BOARD OF DIRECTORS

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Board Nominating:Dan Gavinski, ChairJon BernanderJill C. DiehlTom Diehl

Executive Committee:Jill C. Diehl, ChairJon BernanderTom DiehlDan GavinskiMike Kaminski

Group Committee:Stephanie Gunderson, ChairDon DouglasKate HackbarthTrevor HickeyJamie Hristov (May-Oct)Danielle Melchor (Nov-Apr)

Marketing Committee:Tom Diehl, ChairBen BorcherDan CollarWally CzuprynkoJill C. DiehlJoe EckPatti FichterAdam FiskBrent GasserDan GavinskiDana KruegerNick LaskarisAmy MullerMark Whitfield

Meeting & Convention:Kevin Shanley, ChairAnn KerianShirley LewandowskiRenata PrellwitzShannon Timmerman

Sports Committee:Dan Gavinski, ChairDan CollarJill C. DiehlJeff KaminskiChris LechnirDave RoystonKevin Shanley

Strategic Planning:Jill C. Diehl, ChairJon BernanderBen BorcherTom DiehlJoe EckBrent GasserDan GavinskiMike KaminskiTodd Nelson

2015 COMMITTEES*

Executive Office:Romy SnyderExecutive Director

Wendy FischerExecutive Assistant

Finance & Administration:Nichole KocovskyDirector of Finance & Administration

Lisa BeckMembership/Community Relations Manager

Nicki RobinsonStaff Accountant

Beverly WolterFinance & Administration Assistant

Marketing & Communications:Sarah HudzinskiDirector of Marketing & Communications

Katelyn CzuprynkoMarketing Coordinator

Bianca JohnsonMarketing & Communications Manager

Kelsey McDermottWeb & Graphic Administrator

Operations & Technology:Tammy StephanDirector of Operations & Technology

Technology: Tim GillesNetwork Systems Manager

Visitor Services:Anne PhillipsVisitor Services Manager

Felipe Garcia, Jr.Visitor Services Representative

Bonnie StrattonVisitor Services Representative

Mailroom & Building:Amanda RinaldiMailroom Manager

Dan BratkowskiFacilities Coordinator

Sales:Tifani JonesDirector of Sales

Alexandra Harjung, CMPLeisure Group Sales & Convention Services Manager

Kyra PoppSales Manager

Jenifer DobbsFestivals Manager

CURRENT STAFF

* Term Served - November 2014 to October 2015

2015 COMMITTEES & STAFF

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(The Bureau’s Executive Director is a non-voting member on all committees.)

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WISCONSIN DELLS VISITOR & CONVENTION BUREAU701 Superior Street | P.O. Box 390 | Wisconsin Dells, WI 53965

(608) 254-8088 | wisdells.com