Do o r Co unty T o urism Zo ne 2018 Annua l Me e ting Re po rt June 20, 2019 1
T OURISM ZONE ANNUAL ME E T ING T ourism Zone Pre se nta tion: E xpla in Missio n Re vie w 2018 Disc uss Wha t I s Ne xt F o r 2019 Door County Visitor Bure a u Pre se nta tion: Re vie w 2018 T re nds Re vie w Curre nt Ma rke ting I nitia tive s. 2
I n April 2007, te n Do o r Co unty c o mmunitie s fo rme d a T o urism Zo ne a c c o rding to Wisc o nsin Sta te Sta tute s. Wa shing to n I sla nd jo ine d o n Aug ust 1, 2007, a nd Ga rdne r jo ine d o n Ma y 1, 2008. T he se ve n re ma ining munic ipa litie s jo ine d b y the e nd o f 2008. T he T o urism Zo ne no w inc lude s a ll 19 munic ipa litie s o f Do o r Co unty . Town of Brussels Town of Egg Harbor Village of Egg Harbor Town of Baileys Harbor Town of Clay Banks Village of Ephraim Town of Gibraltar Town of Forestville Village of Forestville Town of Nasewaupee Town of Jacksonport Town of Liberty Grove City of Sturgeon Bay Town of Sturgeon Bay Town of Sevastopol Town of Gardner Town of Union Town of Washington Village of Sister Bay 3
T HE DOOR COUNT Y T OURISM ZONE COMMISSION’S MISSION IS T O: Co lle c t the ro o m ta x o n b e ha lf o f its me mb e r munic ipa litie s in a fa ir a nd e ffic ie nt ma nne r. Wo rk in pa rtne rship with the Do o r Co unty Visito r Bure a u to suppo rt its ma rke ting e ffo rts in to urism pro mo tio n a nd de ve lo pme nt fo r the T o urism Zo ne a s a sing le de stina tio n fo r tra nsie nt to urists who a re re a so na b le like ly to g e ne ra te pa id o ve rnig ht sta ys. K e e p a ll pa rtie s a nd b usine ss a sso c ia te d with the T o urism Zo ne a nd the ro o m ta x info rme d o n the Co mmissio ns a c tivitie s . 4
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The Tourism Zone was formed as a response to a downward trend in the number of visitors to Door County. One clear measure of this came from the State of Wisconsin’s statistics for the years 2001 – 2005. During that period, when State tourism revenue rose by 15%, Door County’s declined, resulting in a 4.2% loss of our State tourism market share. Today, twelve years after the formation of the Door County Tourism Zone Commission and the corresponding collection of room tax, the picture is very different. 6
Pr oje c te d Room T ax Re ve nue T hr ough Ye ar E nd 2019 $6.00 2007-2018 numb e rs a re b a se d o n a c tua l Millions 2019 is b a se d o n pro je c te d re ve nue . $4.99 $4.89 $5.00 $4.66 $4.46 $4.13 $3.82 $4.00 $3.64 $3.49 Colle c tions Millions $3.29 $3.23 $3.06 $3.00 $2.64 $2.36 $2.00 a ud it numb e rs. $1.00 $0.00 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Ye a r By the e nd o f 2019, the T o urism Zo ne e xpe c ts to ha ve c o lle c te d a n e stima te d $48.6 millio n in ro o m ta x a nd will ha ve turne d o ve r a n e stima te d $32.1 millio n to the Visitor Bureau for marketing for the period 2007−2019. Local municipalities thro ug h ye a r e nd 2019 a re e stima te d to re c e ive $14.5 millio n fo r the pe rio d o f 2007-2019. Be c a use o f the c o mplia nc e a nd c o lle c tio ns e ffo rts o f the T o urism Zo ne a nd the ma rke ting e ffo rts o f the Do o r Co unty Visito r Bure a u (DCVB), to urism c o ntinue s to g ro w in Do o r Co unty. Room Tax Collections 2009-2018 grew $1,840,500 or 60.31% 7
2018 - YE AR E ND RE VIE W • Do o r Co unty Ro o m T a x Co lle c tio ns we re up 4.9% o ve r 2017 c o lle c tio ns ax Colle c tions 2018 Room T to $4,892,212 • T he ADR inc re a se d fro m $153 in 2017 to $162 in 2018. A $9 o r 5.88% age Daily Rate Ave r inc re a se . • In 2018 o c c upie d ro o m nig hts we re 555,735* c o mpa re d to 560,968. *Se e fo o tno te o n 2018 ye a r e nd numb e rs. Oc c upie d Room Nights: • In 2018 a va ila b le nig hts inc re a se d to 1,279,692 fro m 1,273,109 in 2017 whic h wa s a n .5% inc re a se o ve r 2017. Available Nights • T he 2018 o c c upa nc y ra te wa s 43.43% c o mpa re d to 44.06% in 2017. Oc c upanc y Rate • As a va ila b le ro o ms rise it ha s the po te ntia l to impa c t the o c c upa nc y ra te . • At ye a r e nd 2018, the re wa s $1,212 in unpa id ta x, fe e s a nd pe na ltie s. Unpaid Tax, Fees & Penalties Unpa id ta x, fe e s a nd pe na ltie s we re .02% o f 2018 ro o m ta x c o lle c tio ns: $4,892,212. 8
2018 - MUNICIPAL IMPACT Munic ipa lity 2018 Sha r e Ra nk 30% to Munic ipa lity 2017 T o wn o f Gib ra lta r $ 733,021 14.98% 1 $ 219,906 $ 708,336 City o f Sturg e o n Ba y $ 646,494 13.21% 2 $ 193,948 $ 639,604 Villa g e o f Siste r Ba y $ 607,588 12.42% 3 $ 182,276 $ 584,855 Villa g e o f E phra im $ 603,597 12.34% 4 $ 181,079 $ 567,201 T o wn o f E g g Ha rb o r $ 441,745 9.03% 5 $ 132,524 $ 401,485 Villa g e o f E g g Ha rb o r $ 428,685 8.76% 6 $ 128,606 $ 419,627 T o wn o f Ba ile ys Ha rb o r $ 370,553 7.57% 7 $ 111,166 $ 347,880 T o wn o f L ib e rty Gro ve $ 356,367 7.28% 8 $ 106,910 $ 321,833 T o wn o f Se va sto po l $ 334,449 6.84% 9 $ 100,335 $ 322,325 T o wn o f Na se wa upe e $ 104,257 2.13% 10 $ 31,277 $ 103,726 T o wn o f Ja c kso npo rt $ 96,810 1.98% 11 $ 29,043 $ 92,832 T o wn o f Wa shing to n $ 84,055 1.72% 12 $ 25,217 $ 79,408 T o wn o f Sturg e o n Ba y $ 37,806 0.77% 13 $ 11,342 $ 29,416 T o wn o f Ga rdne r $ 36,483 0.75% 14 $ 10,945 $ 34,129 T o wn o f Cla y Ba nks $ 6,009 0.12% 15 $ 1,803 $ 5,931 T o wn o f Unio n $ 3,902 0.08% 16 $ 1,171 $ 1,862 T o wn o f F o re stville $ 390 0.01% 17 $ 117 $ 197 T o wn o f Brusse ls $ - 0.00% 18 $ - $ - Villa g e o f F o re stville $ - 0.00% 19 $ - $ - T OT AL S $ 4,892,211 100% $ 1,467,663 $4,660,647 9 * Munic ipa l Impa c t fro m the 2018 T o urism Zo ne a udit.
E CONOMIC IMPACT : 2009- 2018 Key Door County Measurements: 2009 - 2018 Growth % Increase 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2009 - 2018 2009 - 2018 Room Tax Collections $1,840,500 60.31% $3,051,712 $3,233,733 $3,270,684 $3,500,714 $3,644,013 $3,815,722 $4,130,827 $4,459,019 $4,660,677 $4,892,212 30% to Municipalities $915,514 $970,120 $981,205 $1,050,216 $1,093,205 $1,144,716 $1,239,248 $1,337,706 $1,398,203 $1,467,664 $552,150 60.31% Total Room Revenues $55,013,656 $59,105,965 $60,228,436 $64,216,442 $66,825,167 $69,169,622 $75,876,813 $82,467,213 $85,632,987 $89,826,889 $34,813,233 63.28% Available Rooms 1,209,378 1,215,559 1,198,604 1,209,559 1,203,063 1,213,890 1,232,712 1,249,681 1,273,109 1,279,692 70,314 5.81% Occupied Rooms 442,111 463,591 463,861 479,562 486,977 508,272 532,798 553,470 560,968 555,735 113,624 25.70% Occupancy % 36.56% 38.14% 38.70% 39.65% 40.48% 41.87% 43.22% 44.29% 44.06% 43.43% 6.87% 18.80% Average Daily Rate (ADR) $124 $127 $130 $134 $137 $136 $142 $149 $153 $162 $38 30.65% 0.5% County Sales Tax Collections $2,903,389 $2,867,741 $2,991,834 $3,081,689 $3,157,479 $3,350,013 $3,658,093 $3,914,091 $3,962,457 $4,115,300* $1,211,911 41.74% Visitor Spending (in millions) $257.1 $266.9 $271.2 $289.0 $298.8 $314.6 $332.8 $347.8 $358.7 $366.6 $109.5 42.59% In 2007 the Do o r Co unty T o urism Zo ne fo rme d a nd imple me nte d a 5.5% ro o m ta x. 2009 wa s the first full ye a r o f ro o m ta x c o lle c tio ns whe n a ll 19 munic ipa litie s we re a pa rt o f the Do o r Co unty T o urism Zo ne . As a re sult, 2009 is use d a s the b a se ye a r fo r c o mpa riso ns. In 2007 the Door County Tourism Zone was formed and implemented a 5.5% room tax. 2009 was the first full year of room tax collections when all 19 of the county's municipalities were part of the Door County Tourism Zone. As a result, 2009 is used as the base year for comparisons. *Re pre se nts g ro ss sa le s o f ta xa b le g o o ds a nd se rvic e s o f $823,059,920 (2018 sa le s ta x c o lle c tio ns numb e r). *Represents gross sales of taxable goods and services of $823,059,920. (2018 sales tax collections number) 2018 F o o tno te : 2018 will se rve a s a b e nc hma rk ye a r. A lo c a l re se rva tio n so ftwa re c o mpa ny ma de e nha nc e me nts to the ir ro o m ta x re po rt whic h impa c te d nig hts re nte d a nd a va ila b le nig hts fo r 2018, in e ffo rt to pro vide mo re a c c ura te re po rting . 2018 benchmark year for room tax reporting upgrade 10
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