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

1 AGENDA TOURISM DEVELOPMENT COMMISSION FRIDAY, February 4, 2022, 12:00 P.M. – 1:30 P.M. Government Center 270 Video call link: https://meet.google.com/mrg-qyha-ahw Or dial: (US) +1 617-675-4444 (PIN: 748 150 271 0548#) Mission Statement: “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.” Commissioners: Lindsey Graskey (Chair), Keith Kern (Council Representative), Bruce Barron, JoAnn Jardine, Emerson Sloane, and Pattie Soliday 1. Roll Call 2. Approve Minutes from 1/21/2022 3. Create process to review and select marketing services provider from submitted proposals 4. Determine parameters and set date for interviewing marketing agencies 5. Review final draft of TDC grant application 6. Adjournment Notice is hereby given that a majority of the members of the Common Council may be present at the meeting, and although this may constitute a quorum of the Common Council, the Council will not take any action at this meeting. ********************************************************************************************************************* Pursuant to the Americans with Disabilities Act of 1990, if you are in need of an accommodation to participate in the public meeting process, please call (715) 395-7200 by 4:30 p.m. on the day prior to the scheduled meeting date (OR dial 711 for Telecommunications Relay Service). The City will attempt to accommodate any request depending on the amount of notice received. ********************************************************************************************************************* In compliance with Wisconsin Open Meetings Law, this agenda was posted on 2//2022 at the following locations: Superior Government Center, Douglas County Courthouse, and online at https://www.ci.superior.wi.us/agendacenter. It was also emailed to the Superior Public Library and the Superior Telegram, and PACT. Tourism Development Commission, 2/0/202 Meeting Page 1 of 1 2 PROCEEDINGS TOURISM DEVELOPMENT COMMISSION FRIDAY, January 21, 2022 The meeting was called to order by Chair Graskey at 12:00pm in Government Center 270. 1.Roll Call Members Present: Lindsey Graskey (chair), Keith Kern (online), JoAnn Jardine, Pattie Soliday Members Absent: Emerson Sloane, Bruce Barron City Staff Present: Mayor Paine, Deputy Clerk Becken Members of Public: Terry Lundberg, Ryan Jort, Taylor Pederson, Briana Fiandt 2.Approve Minutes from 12/10/21 Motion by Chair Graskey, seconded by Commissioner Jardine and carried. 3.Update on Marketing RFP schedule & deadline Chair Graskey reminded group bids will be available for review February 1st. Mayor Paine advised multiple ways to progress depending on number of submissions. These may include scoring by the commissioners independently to decide finalists if there are many applicants or inviting the groups if there are a minimal number of applicants. The chair may also make recommendations for which to review. Commissioner Soliday requested city staff to vet applications for reputable businesses. Mayor Paine said this already happened in the RFP process used, but can be more intentional if there are specific concerns. Chair Graskey said the goal is to have a recommendation to council March 15th. When the RFPs are available the 1st, they will be made available to commissioners so a meaningful conversation can happen February 4th. 4.Report & discussion on sub-committee for TDC Grant application Chair Graskey and Commissioner Soliday presented their proposed application requesting feedback from other commissioners. Motion by Commissioner Soliday to include events from Douglas County for consideration for grant funding. Seconded by Chair Graskey and carried. Motion by Commissioner Soliday to eliminate the 3-year funding limit, seconded by Commissioner Jardine and carried. Motion by Commissioner Soliday to eliminate language regarding advertising within Superior for events, seconded by Chair Graskey, and carried. Commissioner Soliday brought up market location in a larger sense with the idea of citizens also enjoying local events and staying local for events—like staying at a hotel near an event. Tourism Development Commission, 1/21/2022 Proceedings Page 1 of 4 3 Group agreed there is an aspect of ‘heads in beds’ that is respected through local advertising. Councilor Kern added that the caveat about advertising in the TDF grant application was added to encourage local event planners to go outside their usual comfort zone, and agreed the adjustment now makes sense for encouraging close to home and out of town engagement. Mayor Paine complemented the sub-committee on a well written and thoughtful grant application and encouraged them to think about making sure the language reflected events as well as groups/organization that may want to apply. Deputy Becken will update the grant with the discussed changes and distribute to group. 5.Report & discussion on sub-committee for Superior Travel Guide Commissioner Jardine recommended pausing work on the travel guide until after the marketing contract has been decided, to ensure a unified front on marketing. She would like to see a future meeting with Douglas County in order to discuss financial contribution and sharing ideas for what would be best. She requested another person be added to her subcommittee as Commissioner Sloane was unable to assist. She shared information about her research into what the state of Wisconsin asks for in travel guides and what assistance they offer in grants for funding. Chair Graskey asked Taylor Pederson from Travel Superior about his experience with the state guidance and distributors. He affirmed the state does have some approval requirements and stated Travel Superior currently uses Vector and 5 star. Commissioner Jardine presented a quick look at Steven’s Point online travel guide as an example of why a unified front is preferred for marketing. Motion by Commissioner Soliday to ask Travel Superior for a quote on what it would cost to re-print the 2021 travel guide in order to have more time to put together the kind of travel guide Commissioner Jardine spoke about. No second. Commissioner Jardine did not agree about a re-print and said putting out something smaller or simpler for 2022 was a better plan than reprinting what was done last year. Commissioner Jardine then discussed a few other ideas she had as far as what was important in a travel guide and agreed to make her notes available to commissioners. Chair Graskey asked to continue to hold this conversation in committee in order to revisit again in future meetings. Commissioner Jardine offered her stack of travel guides to review if anyone was interested. 6.2022 Superior Douglas County Welcome Center (Visitors Center) Proposed expended budget update Chair Graskey requested to hold in committee due to time. Tourism Development Commission, 1/21/2022 Proceedings Page 2 of 4 4 7.Discussion on next meeting dates & details Next meeting will be February 4th at noon in 270. The responses to the marketing RFP will be made available to commissioners as they are released by contracts staff. Chair Graskey asked commissioners to plan for an extended meeting time. 8.New business by commissioners Commissioner Jardine would like the travel guide discussion to continue to be on the agenda. Commissioner Soliday agreed. Chair Graskey encouraged everyone to continue working at home on ideas about the travel guide, as after the marketing RFP decided, there will be room for next steps and further guidance from the firm. Commissioner Soliday also asked for an update from the mayor as far as composition of the commission, as some were missing. 9. Adjournment Adjournment by Chair Graskey at 1:06 Respectfully submitted by Stephanie Becken, Deputy City Clerk Tourism Development Commission, 1/21/2022 Proceedings Page 3 of 4 5 Draft 2 1/21/22 Tourism Development Commission Grant Program 2022-2023 The Tourism Development Commission (TDC) Marketing Grant Program offers marketing funding and guidance to make a tourism related event or idea come to fruition. The grant reimburses organizations for qualified marketing costs. The following is an overview of the grant program as well as the requirements of applying and receiving grant funding. Why you should apply: • Organizations may receive thousands of dollars in marketing reimbursement. • A TDC grant is often a catalyst for organizations, giving them the means and funding to tap into the power of tourism to make a solid impact on Superior’s economy. • The TDC can reimburse up to 100% of the marketing costs for a given grant applicant. • Eligible expenses include digital marketing, print and broadcast ads, direct mail, publicity, and billboards. Next Steps: • Read through the application materials and requirements. • Determine if your event/project is a fit. • Apply! Don’t forget to read about tracking your project expenditures and providing follow-up reporting. About the Tourism Development Commission: The City of Superior has instituted a hotel/motel rooms tax to raise revenue for tourism development. The City's Tourism Development Commission (TDC) receives 70% of this rooms tax generated on a quarterly basis, the remaining 30% is distributed to other entities and funds within Superior. The program is based on state statutes and administrative rules. The TDC meets at least once a quarter but may meet at other times during the year as needed. 1 (Draft 2, 1/21/22) 6 TDC Fund Grant Program Application Grant Deadlines and Follow-up Applications must be received by the first of the month and must also be submitted at least 90 days prior to the first day of advertising that will be paid using the grant funds; for example, if your first grant-funded ad runs on November 15, your application must be submitted by August 1. It is permissible to email applications but the time/date stamp on the email must show that it was received by midnight on the first of the month. For all applications being considered, the TDC may request that a representative make a presentation at the soonest committee meeting following the submission of their application. For all grants awarded, the TDC expects a post- event summary outlining how the event went, including estimated attendance. This summary must be provided within 60 days following the event, along with all receipts for expenditures. Payment and Re-Payment of Awarded Grant Funds For all grants awarded, it may be requested in the application process that 50% of the awarded funds be disbursed to the applicant at least 30 days prior to the event/project. The remaining 50% will be awarded once the reporting requirement is met which is required to be submitted within 60 days following the completion of the event/project. Payment of these funds may take up to one month, so it is advantageous to submit your report as soon after the event/project as possible. Should the event/project not take place it is expected that 100% of funds disbursed to applicant be repaid to the TDC, within 30 days of when the event/project was scheduled to be completed. Grant Requirements and Details The TDC reserves the right to fund or deny all grant requests submitted. Grant funds may be awarded in full or partial of the requested amount of a project’s marketing related costs. Priority will be given to events within the City of Superior and Douglas County. The TDC will judge on a case-by-case basis for all applications received, however applicants must demonstrate that the funds requested will impact hotel stays and tourism in Superior, WI. For multiple year events, granting funds may be subject to a sliding scale for subsequent years. All grant recipients are required to fill out a new grant application for each subsequent grant they wish to receive beyond the first year. No grant applications will be carried over into subsequent years. To be funded, projects must show that they will generate an increase in visitors and make a positive economic impact in the local area. We encourage projects that are creative and beyond the scope of what are normally offered. A qualified candidate may apply for a grant at any point whether it's a first-year event or event that has been running for years. Examples of eligible TDC promotional expenses include e-mail marketing campaigns, magazines, newspapers, radio, TV, internet/social media, direct mail, PR/media kits, professional marketing/consulting services and billboards, etc. Examples of expenses the TDC will not reimburse are operational costs, ie. staff salaries, travel costs, facility rental, insurance, etc. 2 (Draft 2, 1/21/22) 7 Application Process All applications are requested to be submitted in essay format and must include a cover sheet as well as the following information: • Date of Application • Event/Project Title • Amount of funding requested • Name and dates of project or event • What type of project or event is this • Name of Applicant Organization • Federal Identification Number of Applicant Organization if Available • Name and contact information of person in charge of project or event, (phone/cell numbers, mailing address, email, website, and fax (if available). • Name and contact information of person filling out application (if different from above). • Name of advertising agency used (if any) • Description of the event/project. (Add visuals if they will aid in the project description.) • Purpose/Goal of the event/project. • Detailed Marketing and Budget plans, including target audience, target markets, promotional budget (with ad schedule, size, insertion dates, mockups, media and PR plan), operational budget, other contributions/sponsorships received. • How will other funds be raised to complete your event/project? • Are there other community organizations, groups or attractions with which you will collaborate with? If yes, explain how your partnership with them will work. 3 (Draft 2, 1/21/22) 8 Grant Recipient Requirements • Include the “Superior Tourism Development Commission” as a sponsor of the event/project or list how you plan to recognize the support of the TDC. • Email all specific information of the event/project to City's marketing contract holder for inclusion in advertising, calendar of events, web sites, etc. For all grants awarded, the TDC expects a post-event summary of operating expenses, including an estimate of the number of people who attended. This summary must be provided within 60 days following the event/project, along with copies of all paid receipts and invoices for expenditures in order to receive the second half of granted funds. The TDC may ask for additional information if necessary. If you have any questions with this reporting requirement, please ask at time of application. If grant funds are awarded, 50% of the awarded amount may be requested at least 30 days prior to the start of the event/project. The remaining 50% of the awarded funds will only be dispersed once the post-event summary is received and approved. Drop off or mail completed applications and all materials to: City of Superior Attn: Tourism Development Commission, Chairperson 1316 North 14th Street Suite 200 Superior, WI 54880 If you do not receive a confirmation email or call within a week of submitting your application, please follow up with the City Clerk’s Office as your application may not have been received. Please refrain from sending applications/evaluations in binders. Call 715-395-7200 for more information. 4 (Draft 2, 1/21/22)