Tourism Development Commission (Meets on the first Tuesday at 1PM)

Phone: (715) 395-7200 1316 North 14th Street, Ste 200 Fax: (715) 395-7590 Superior, WI 54880 E-mail: cityclerk@ci.superior.wi.us Website: www.ci.superior.wi.us Minutes Proceedings TOURISM DEVELOPMENT COMMISSION FRIDAY, OCTOBER 29, 2021 12:00 P.M. – 1:00 Government Center 204 Members: JoAnn Jardine, Lindsey Graskey (Council Representative), Keith Kern (Council Representative), Bruce Barron, and Emerson Sloane 1.Roll Call Present: JoAnn Jardine, Lindsey Graskey, Bruce Barron, Emerson Sloane, Keith Kern Absent: Also Present: Finance Director Puetz, Contract Analyst Jane Darwin, Chief of Staff, Nick Raverty, public. 2.Public Comment Pattie Soliday—Introduced herself as a future member of the commission (recommendation goes to council 11/2/21). 3.Approve October 22, 2021 TDC meeting proceedings Moved by Commissioner Barron, seconded by Councilor Kern and carried. 4.Approval of TDC statement Reviewed by commission. Would like it added to all future agenda documents. Chair Graskey added it can be modified throughout the life of commission. Chair Graskey moved to accept TDC statement. Seconded by Commissioner Sloan and carried. “The Superior Tourism Commission will develop, market, and promote Superior as a destination for visitors to stay and enjoy our natural landscape, culture, arts, parks, and businesses.” 5.Discussion on TDC marketing RFP (attached) Tourism Development Commission, 10/29/2021 Meeting Page 1 of 5  Jane Darwin and Ashley Puetz available from city staff for questions. Councilor Kern asked what the anticipated budget was for the 2022 season. Commissioner Baron said the estimate was in the $600,000 range. Finance Director Puetz confirmed and reminded commission that it has fluctuated in the past and could again. Councilor Kern asked the budget structure, expressing concern about committing to a plan without knowing how much or what percentages of the overall total will be used in what ways. Commissioner Barron echoed this thought with concern about what amount would be put in the RFP and what possible contractors might expect vs what is going to be spent. Commissioner Sloane reminded the group the RFP could be put out and quotes would then come in—giving the group a feel for what the going rate of services are without committing to any of them. Councilor Kern asked Jane Darwin (Contract Analyst) about the RFP. Jane Darwin said the RFP, as written, is unique and offers an ala carte sort of situation which allows bidders to include overall totals as well as area-by-area costs that allow for line by line accept/reject. Commissioner Barron brought up what percentage of the funds should go toward the RFP projects and how much should be kept for pursuing other marketing (ie event support, coupons, transportation). The ala carte option for the RFP sounded like a good option. Councilor Graskey asked the group what kind of money split they would like to see—percentage wise—for what can go to the marketing arena and what might be used for other ways. Commissioner Barron asked about what partners exist within this budget who will be expecting money from the overall total. Councilor Kern reported that historically the Bong Center and the Visitor Center are two venues in addition to Travel Superior that historically received this money. There is not a standing contract or expectation that any of this will continue—there’s not constraints on how the money is used outside of the statutes and what the commission decides. Tourism Development Commission, 10/29/2021 Meeting Page 2 of 5  Nick Raverty asked the commission to look at the RFP scope and language and asked them to ask questions and make changes with Jane Darwin in attendance. Commissioner Barron asked that at the next meeting, the topic of budget and break down is included. Chairperson Graskey agreed, and expressed concern that the scope of the RFP may be wider than the budget could cover. Commissioner Jardine said not to assume the services would be too expensive, and instead focus on putting out a clear RFP and then make decisions based on what comes through. Chair Graskey read the different points in the Scope area: Commissioner Barron was concerned about 2.1—no mention of hotel stays being the goal. Chair Graskey asked for clarification and for Jane to adjust the RFP to reflect the goal of overnight stays to be included clearly in language. 2.3—Commissioner Sloane asked for adjustment in online marketing to look at ‘Modern’ vs ‘Current’. Chair Graskey brought up ‘traditional’ and how much they wanted to see of that. Councilor Kern asked for a % breakdown to be added for the RFP—Jane will add. 2.4—Website concerned Commissioner Sloane, as it is a big ticket item and can be very specialized. This, like the other parts, is an ala cart sort of thing. Jane confirmed that subcontractor language exists, so this can be subcontracted by the bidder or even not approached if they don’t want to. Commissioner Barron asked who owns ‘Travel Superior’ and current website. Chair Graskey—most likely the Chamber. 2.6—Public Relations/Earned Media—Nick Raverty explained examples of this from the past, including Travel Wisconsin visiting to do promotion on the Ice event. Commissioner Jardine asked about ‘top places’ list and if this would be something of an expectation. Nick Raverty confirmed. 2.7 Social Media—Chair Graskey and Commissioner Jardine agree a cohesive funnel of information is needed. Commissioner Sloane asked about platforms and expectations. Councilor Kern used the language ‘current and emerging’ for platforms—Jane to adjust. 2.8 Arts & Fundraising—Commissioner Barron asked if this fits the statute, while reminding the commission the city has 30% of the tax that could be used to support museums and other venues. Councilor Kern asked for clarity on the fundraising portion. Nick Raverty said that while he didn’t know all the details, it was Tourism Development Commission, 10/29/2021 Meeting Page 3 of 5  something the mayor had included, wanting to make sure that arts and unique features of the city were included on things like the website and in other marketing. Commission asked for this part to be removed from the RFP entirely—that it may be a better fit in another commission. 2.9 Events—Jane noted these are existing events to be marketed. Discussion from Commissioners Jardine, Barron, and Graskey about current and upcoming events ie, Ice Sculptures, weddings, Frisbee golf—all growing and unique to Superior. Commissioner Barron noted that these events may be ones that having a % of the funding available for grants and assistance are things to remember. No change to the RFP in this area. 2.10 Data Presentation—Commissioner Jardine noted it was clear and helpful. Commissioner Barron asked for what results looked like and how they were measured. Councilor Kern answered about previous feedback looking like and the performance portion of the RFP (2.14) being another place for accountability. Commissioner Barron asked about what happened if there was unhappiness with the contracted company. Jane Darwin affirmed there is an out clause, usually with 90 days’ notice, built in to all city contracts. Key Areas of Focus: Chair Graskey read through the Key areas. Commissioner Barron shared positive thoughts overall. Councilor Kern appreciated ‘exploiting other venues’—makes sense to use what’s around to Superior advantage. Chair Graskey agreed it was positive and didn’t need change. Expectations and Reports: Commissioner Barron asked about requesting qualifications and finances from bidders—ensuring they are in good standing. Jane Darwin said yes, something that can be asked (often is in building contracts, and can be added to service contracts). Finance Director Puetz added that the city is checking into the best way to handle the commission finances, but that they have direction to approve their own financial decisions up to $25,000. This is not a state direction, but one by the Superior City Council, as noted by Chair Graskey and Councilor Kern. Commissioner Barron Tourism Development Commission, 10/29/2021 Meeting Page 4 of 5  brought up bringing in more City Council oversite if there are big-ticket items or ones that have questions around them in the commission. Commissioner Sloan asked about subcontractors—Jane Darwin clarified that subcontractors must be approved by the city before being updated/changed under contracts. Chair Graskey made the request for edits as discussed be available for the next meeting Nov 5th. Jane Darwin agreed she could do that and would send over as soon as finished, to be added before the meeting if possible. 6.Hand out by Chair—Top 3 goals of commission Chair Graskey felt they’d hit the three over the discussion period. 7.Confirm next meeting time. November 5, Govt Center #204 at noon. Main discussion areas to include Budget Breakdown and revised RFP review. Commissioner Jardine shared she went to an even in Hayward that focused on travel, community building, and tourism. She learned about place-making, arts, and other current marketing things. She handed out ‘13 Ways to Kill a Community’ article. 8. Adjournment 1:30 PM -- Minutes respectfully submitted by Deputy Stephanie Becken. c: City Clerk’s Office Public Access – via e-mail Tourism Development Commission, 10/29/2021 Meeting Page 5 of 5