Kewaunee County Tourism/Advertising Report Prepared & presented by Kewaunee County Economic Development Corporation
AGENDA • Purpose • Organizations Invested in Tourism • Results of Advertising/Promotion Survey • 2014 Tourism Economic impact • Current Obstacles/Opportunities to Growth • Consideration for Growth
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 county- wide effort to increase visitor spending?
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
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
Algoma Chamber of Commerce Online/Digital Print Promotion/Advertising Promotion/Advertising • Guidebooks- 20-22,000 • Website with 6 million annually; distributed to hits last year 25 visitor state-wide • Targeted email and social • “ Ride the lakeshore media home” Rack card - 7,000 • Acquired digital copies technologies to promote • Maintaining visitor calendar of events, area center 15,000 to 18,000 attractions, fishing visitors annually industry, members • Shanty Days Rack Card ANNUAL BUDGET= $70,900 distribution
City of Algoma – Tourism & Promotions Committee Print Promotion & Paid Partnership • Partnership with the Online/Advertising • Wisconsin Biker guide Green Bay CVB -their publication (270,000 and App copies) & Dist. channels, • Two Current Billboards social media, Geiger • Advertising with “Our articles • Participation in Harbor Wisconsin” magazine Towns Association & • Algoma tri-fold brochure advertising coop. • Facebook page and • Lake Link Advertising Fishing articles (QTRLY) • Fishing Hotline Collect Room Tax ANNUAL BUDGET= $45,000
Kewaunee Chamber of Commerce Online Print Promotion/Advertising Promotion/Advertising • 20,000 copies of guide • Website with event book distributed locally calendar & state-wide • Social media • Local advertising for events in spring & fall • Participation in Harbor Towns Association & advertising coop. • Christkindlmarket ANNUAL BUDGET= $21,851 promotion • Visitor Center * Does not include budget for visitor center.
City of Kewaunee Promotion/Advertising Activities • Collects room tax • Invests in visitor facilities • Invests in the Kewaunee Chamber of Commerce ANNUAL BUDGET= $13,424
Luxemburg Chamber of Commerce Online Print Promotion/Advertising Promotion/Advertising • Luxemburg Village • Website with event Rummage Sale calendar • Golf Outing at • Social media Northbrook Country Club • Annual Dairy Days Dash 5K Run/Walk • Kewaunee County Fair Parade • Kewaunee Fair Kick-off Dinner ANNUAL BUDGET= $21,851 • Music in the Park
Kewaunee County Economic Development - Tourism Specific Online Print Promotion/Advertising Promotion/Advertising • Advertise site/brand • Website – Visit VisitKewauneeCounty.com Kewaunee County and locally Buy Local • Design for banners, decals • Social media & ads for “Best of • Social media ads for Kewaunee County ” special events • Regional bike map project ANNUAL BUDGET= $5,000
Types of businesses who responded to the survey Percentage of Response 12.9% R ETAIL L ODGING 29.0% Percentage of Response F OOD & B EVERAGE 22.6% F ISHING 32.3%
Media used to reach target consumers MEDIA MIX 22.6% TV 19.4% Billboard Website Social Media 25.8% Radio Print 61.3% Radio Print Billboard 64.5% Social Media TV 71.0% Website 0.0% 20.0% 40.0% 60.0% 80.0%
Target Markets Primary Geographic Markets 45.0% 41.2% 38.2% 40.0% 35.0% 29.4% 30.0% 23.5% 25.0% 17.7% 17.7% 20.0% 15.0% 8.8% Primary Geographic 10.0% 2.9% Markets 5.0% 0.0%
Annual Investment in Advertising Annual Advertising Budget 3.2% 6.4% Under $5,000 $5K-$15K 10.0% 32.3% $15K-$25K $25K - $35K Over $50K 19.4%
Chamber of Commerce or Convention & Visitor Bureau Membership Membership 3.0% 20.6% Algoma Chamber Kewaunee Chamber 53.0% 11.8% Luxemburg Chamber Green Bay Chamber Green Bay CVB 20.6% Door County CVB 26.8%
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.
Is there opportunity to increase visitor spending? • Kewaunee County ranked 65 th in the state for visitor spending in the state of Wisconsin in 2014. • Direct visitor spending was recorded at $17.8M which was a 5% over 2013. • Visitor spending generated $32M in business sales in 2014. An increase of 5.3%. • Visitor activity sustained 288 jobs and $4.6M in labor income.
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.
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 county- wide marketing plan to attract visitors to the state.
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 bi- monthly to discuss on tourism issues/planning
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
QUESTIONS?
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