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

TOURISM DEVELOPMENT COMMISSION Agenda Monday, October 2nd, 2023–4:15 p.m. Government Center Room 204 Virtual Link Microsoft Teams Meeting ID: 210 907 144 060 Passcode: kd935Q Dial-in option: +1 872-242-8028 ID: 865 440 039# 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.” COMMITTEE MEMBERS: Lindsey Graskey (Chair), Pattie Soliday (Vice-Chair), Mark Johnson, Trisha Hecimovich, Megan Mcgarvey 1 ROLL CALL 2 APPROVAL OF MINUTES 2.1 Tourism Development Commission (Meeting held August 7th, 2023) 3 NEW BUSINESS 3.1 SWIM Winter Campaign & Marketing Results Update 3.2 2024 Official Travel Guide of Wisconsin Ad Placement 3.3 Wisconsin’s Winter Capital Trademark 3.4 Film Incentive Update 3.5 Superior Tourist Information Center Capital Improvement Request for Humidification- $9,986 (40% of total project $24,965) 4 OLD BUSINESS 4.1 Lake Superior Ice Festival Update 4.2 Review TDC Grant Application 4.3 Tourism Coordinator Position Discussion 4.4 Mission Statement 5 RECURRING BUSINESS 5.1 Financials 5.2 Report from the Chair 5.3 Confirm Next Meeting Time 6 ADJOURNMENT TOURISM DEVELOPMENT COMMISSION –10/2/23 Mtg (Meets the first Monday of the month at 4:15PM) Page 1 of 2 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 09/27/2023 at the following locations: Superior Government Center, Douglas County Courthouse, Superior Public Library, and online at https://www.ci.superior.wi.us/agendacenter. It was also emailed the Superior Telegram. TOURISM DEVELOPMENT COMMISSION –10/2/23 Mtg (Meets the first Monday of the month at 4:15PM) Page 2 of 2 TOURISM DEVELOPMENT COMMISSION Minutes August 7th, 2023 Regular Meeting The meeting was called to order by Chair Lindsey Graskey at 4:21PM on August 7th, 2023 in Government Center Room 204. 1 ROLL CALL PRESENT: Lindsey Graskey (Chair), Pattie Soliday (Vice-Chair), Megan Mcgarvey, Mark Johnson VIRTUAL: ABSENT: Trisha Hecimovich, Shannon Olson CITY STAFF PRESENT: COS Rebecca Scherf, Mayor Jim Paine (left after item 3.3) OTHERS PRESENT: Shelley Nelson, Amber Popplewell, John Gidley, Terry Lundberg, John Ramos 2 APPROVAL OF MINUTES 2.1 Tourism Development Commission (Meeting held July 12th, 2023) MOTION by Johnson to approve minutes from the July 12th, 2023 meeting. Second by Soliday. Minutes filed. 3 NEW BUSINESS 3.1 Quarterly update from Richard I Bong Veteran’s & Historical Center Presentation by Director John Gidley. No action taken. 3.2 Allocate budget for SWIM Creative Winter Campaign Media Buy MOTION by Soliday to approve a November 2023-February 2024 Campaign Run. Second by Graskey. Motion passes. MOTION by Soliday to approve a budget in the amount of $80,000. Second by Graskey. Motion passes. Will go to City Council as a contract amendment for approval. 3.3 Request from Councilor Johnson to discuss letter received from Destinations Wisconsin/Wisconsin Hotel & Lodging Association No action taken. 4 OLD BUSINESS 4.1 Sponsorship Applications 4.1.1 HLUW Midwest All-Star Wrestling Event – Head of the Lakes United Way – Denied sponsorship due to timeline. No action taken. 4.1.2 WI Family Court Commissioners’ Conference – Commissioner Lovejoy’s Office – Requesting $1450 TOURISM DEVELOPMENT COMMISSION – 8/7/23 Mtg (Meets on the first Monday at 4:15PM) Page 1 of 2 MOTION by Johnson. Second by Soliday to approve sponsorship at full requested amount of $1450. Motion passes. 4.1.3 Lake Superior Ice Festival – City of Superior Parks & Rec – Requesting $15,000 MOTION by Mcgarvey to approve with contingency that Gotta Be Superior is a title sponsor equal to Cenovus. If unable to be title sponsor, the MOTION is to approve at $7205. Second by Johnson. Motion passes. 4.2 Review TDC Grant Application for 2023 No action taken. 4.3 Tourism Coordinator Position Discussion No action taken. 4.4 Mission Statement No action taken. 5 RECURRING BUSINESS 5.1 Financials No action taken. 5.2 Report from the Chair No action taken. 5.3 Confirm Next Meeting Time Next meeting confirmed for October 2nd at 4:15PM. There will be no meeting in September. 6 ADJOURNMENT Meeting adjourned by Chair Graskey at 6:13PM. Respectfully submitted by Rebecca Scherf. TOURISM DEVELOPMENT COMMISSION – 8/7/23 Mtg (Meets on the first Monday at 4:15PM) Page 2 of 2 Estimate Gotta Be Superior Travel Wisconsin Half-Page Ad September 27, 2023 Scope: This is an estimate for agency and media expenses to prepare and run a half page ad in the Travel Wisconsin Travel Guide, which is sent to all the visitor centers in Wisconsin. A digital version will also be provided (PDF) for online purposes. This estimate is outside of the current contracts between Swim and the Superior Tourism Commission. Synopsis: Travel Wisconsin’s Official Travel Guide delivers the best of Wisconsin to visitors. They depend on the guide as a resource for selecting where to go, where to stay, and what to do while visiting Wisconsin. The guide is the official fulfillment piece for 2024. Showcase your destination or attraction to interested travelers. 100,000 copies will be printed. Cost Table: Agency: Ad concept and design: Swim will concept and design a half-page ad in $1,500 accordance with the sizing guide provided by Travel Wisconsin. This estimate includes concepts, creative direction, design, copywriting, project management and media placement. Swim will use existing photography or illustration. Media Expense: Half-page Ad in Travel Wisconsin Travel Guide $3,747 This ad will run when the guide is published starting March 2024 TOTAL $5,247 TERMS: An invoice for a 50% installment will be issued at the time of signing of this document. The project will begin following receipt of the installment. Cost of services will be billed at the beginning of the month. Payment is due within 21 business days and is subject to a 1.5% interest charge starting at 30 days past due. This estimate/proposal is for agency services that are listed in this estimate/proposal only. If you are interested in services beyond what is included in this estimate/proposal, an estimate for additional services will be provided and work will begin following client approval of the additional services estimate. Any outside costs that are processed by Swim Creative are subject to a 15% markup. Media is subject to a 15% commission. If production is necessary, production total can vary by 10% depending on final production details. This proposal and its recommendations are the property of Swim Creative, are valid for 60 days and do not include any sales tax where applicable. For all steps that require client approval, this estimate includes two (2) rounds of revisions. Additional rounds of revisions will incur additional costs to the client. Swim Creative is not responsible for trademark or copyright research, and is not liable for infringement on any existing copyrights or trademarks. Final, approved and paid-for names/taglines/logos/artwork are the sole property of the client. Swim Creative recommends copyright and/or trademark research by an outside legal firm. Swim Creative retains rights to use names/taglines/logos/artwork for promotional uses. SIGNATURE________________________________________DATE_________________ The above signatory agrees to project scope, terms, disclaimer and total price, and is authorized to do so. CONFIDENTIAL The contents of this estimate are the property of Swim Creative, LLC and are not to be shared with any outside entity including, but not limited to, other marketing or advertising agencies or any third-party vendors, consultants or competitors of Swim Creative in any way, shape or form including, but not limited to, spoken, digital or hard copy form, without the written permission of Patrice Bradley, CEO. Thank you. a 3 West Superior Street p 218-722-1404 Duluth, Minnesota 55802 w SwimCreative.com 1 Estimate Gotta Be Superior “Wisconsin’s Winter Capital” Trademark September 27, 2023 Background: This is an estimate for the trademarking of the “Wisconsin’s Winter Capital” phrase. This is used in the 2023-24 Winter campaign and will be used moving forward in reference to Superior. This estimate is in addition to the contracted tourism campaign budget as well as any other additional Swim marketing budgets that are approved by the commission. Cost Table: This estimate is for agency services listed in this table only. Agency: Swim will coordinate and handle the purchasing of the trademark of $400 “Wisconsin’s Winter Capital”. Media *$1,412 This is the cost for the legal trademark. *This is based on previous trademark services and is subject to change TOTAL $1,812 TERMS: An invoice for a 50% installment will be issued at the time of signing of this document. The project will begin following receipt of the installment. Cost of services will be billed at the beginning of the month. Payment is due within 21 business days and is subject to a 1.5% interest charge starting at 30 days past due. This estimate/proposal is for agency services that are listed in this estimate/proposal only. If you are interested in services beyond what is included in this estimate/proposal, an estimate for additional services will be provided and work will begin following client approval of the additional services estimate. Any outside costs that are processed by Swim Creative are subject to a 15% markup. Media is subject to a 15% commission. If production is necessary, production total can vary by 10% depending on final production details. This proposal and its recommendations are the property of Swim Creative, are valid for 60 days and do not include any sales tax where applicable. For all steps that require client approval, this estimate includes two (2) rounds of revisions. Additional rounds of revisions will incur additional costs to the client. Swim Creative is not responsible for trademark or copyright research, and is not liable for infringement on any existing copyrights or trademarks. Final, approved and paid-for names/taglines/logos/artwork are the sole property of the client. Swim Creative recommends copyright and/or trademark research by an outside legal firm. Swim Creative retains rights to use names/taglines/logos/artwork for promotional uses. SIGNATURE________________________________________DATE_________________ The above signatory agrees to project scope, terms, disclaimer and total price, and is authorized to do so. CONFIDENTIAL The contents of this estimate are the property of Swim Creative, LLC and are not to be shared with any outside entity including, but not limited to, other marketing or advertising agencies or any third-party vendors, consultants or competitors of Swim Creative in any way, shape or form including, but not limited to, spoken, digital or hard copy form, without the written permission of Patrice Bradley, CEO. Thank you. a 3 West Superior Street p 218-722-1404 Duluth, Minnesota 55802 w SwimCreative.com 1  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 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  Tourism Development Commission 2022 GRANT APPLICATION DATE: ___________________________ The Tourism Development Commission (TDC) Marketing Grant Program offers marketing funding and guidance to make tourism‐related projects/events. The grant reimburses organizations for qualified marketing costs. 1. About Your Project/Event Name/Title: Date(s): Goal/Purpose: Total Funds Requested: Please describe project/event; attach visual aids, if applicable. Can you please describe your marketing plans and budgets in detail, and include promotional budget—expenditures for ads (include ad size and insertion schedule), mockups, media and PR plan—and operational budgets? (Please include the name of your 3rd party advertising agency, if applicable.) Has your organization received any other contributions/sponsorships for this project/event? How will additional funding be raised to complete your project/event? 3 Are there other community organizations, groups or attractions with which you will collaborate with? If yes, explain how your partnership with them will work. 2. About Your Organization Name of Organization: Physical Address: Mailing address: Federal EIN/Tax ID Number: Website: Main Contact Person: Phone Number(s): Email Address: Is your organization a non‐profit?  Yes  Organization FEIN number is listed above.  No Application completed & submitted by Print Name Title Contact info (if not listed above) ___________________________________________________ I, the undersigned, certify that the information provided in and with this statement is true and accurate. Signature Date 4  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. 5  2022 TDC GRANT Operating Expense Summary DATE: ___________________________ Earned Revenue $ Amount Expenditures $ Amount Admissions Salaries Memberships Office/Administration Workshops/Training Marketing/Publicity Food/Concessions Equipment Grants/Donations Transportation Fundraisers Supplies Volunteer Hours Insurance (X rate/hour) In‐Kind Contributions Other (specify below): (please specify) Other (specify below): TOTAL TOTAL Supplemental Question How many participants did your organization serve at your event? (List approximate number if necessary.) I, the undersigned, certify that the information provided in and with this statement is true and accurate. Print Name Title Signature Date 6 Tourism Development Commission Funded 100% by TDC Funds JOB TITLE: MARKETING & TOURISM COORDINATOR – Independent Contracted Position Date Originated: 2022 Date Revised: 11/30/2022 Reports To: Tourism Development Commission DEFINITION: Under general direction of the Tourism Development Commission (TDC), this position is responsible for the development and implementation of marketing and public relations strategy and duties as they relate to Tourism for the City of Superior. DISTINGUISHING CHARACTERISTICS: This is a single position class in which the incumbent uses initiative and independent judgement in managing and coordinating all strategic communications, marketing and branding efforts for Tourism for the City of Superior. This position contributes to enhancing the image and reputation of the City, as it relates to tourism, by carrying out external communications and brand promotion. The Marketing & Tourism Coordinator will also help foster a positive organizational climate by building relationships that improve communications with those in the community and regional partner organizations who want to be involved in promotion of the City to tourists. TYPICAL TASKS: 1. Serve as official Tourism Representative for the City of Superior. 2. Assess, develop, recommend and implement programs (i.e. branding strategy) that will enhance the City of Superior’s tourism profile and reputation. 3. Serve as spokesperson to media. Develop and execute a public and media communication strategy to align with the City’s Tourism Mission, goals and strategic objectives. 4. Draft articles and reports on the status of major initiatives for TDC. 5. Act as liaison to develop and maintain effective relationships with Ad Agency of Record; TDC; stakeholders of Rooms Tax: hotel/motels, short-term rentals, and any/all businesses interested in tourism traffic, i.e. restaurants, attractions, events. 6. Determine a process with accommodations to track occupancy percentages to coordinate whether marketing necessary. 7. Serve as main contact for Marketing City Tourism to statewide organizations and independent solicitors and refers appropriate items to ad agency for consideration. 8. Decide membership affiliations that are beneficial and maintain contact with them. 9. Contact Chamber of Commerce, Development Association, and Business Improvement District about new businesses, interested in tourism customers. 10. Contact and/ or visit area businesses to obtain ‘listing’ information for the web site, visitor guide, etc. 11. Assist ad agency with local vendors and providers to utilize for services (photographers, videographers, etc.). 12. Assist agency of record with production and execution of Visitor Guide and events Marketing & Tourism Coordinator Page 2 of 3 funded by TDC. 13. Conduct ad sales for TDC website and visitor guide, etc. as needed. 14. Oversee day-to-day execution of tourism content and postings across Facebook, Twitter, Instagram, YouTube, LinkedIn and/or other social media sites. 15. Manage news items, event calendar and other information on the TDC websites. 16. Monitor contractors and vendors who receive Rooms Tax Funds from TDC. 17. Collaborate with agency of record to compile and analyze statistical data and insights to report on results of all marketing efforts, social advertising, including trends, opportunities, and strategic recommendations. 18. Collaborate with Visitor Center as needed. 19. Complete initial review of TDC grant applications. 20. Assist TDC chairperson with meeting agendas, attend TDC meetings and take minutes. 21. Work outside of the regular workday, including evenings and weekends, to attend conferences, meetings, or events. 22. Perform other duties or responsibilities as apparent or assigned by TDC. EMPLOYMENT STANDARDS: Knowledges: • Thorough knowledge of the principles and practices of public relations and marketing. • Thorough knowledge of principles and techniques of public, media, and community relations. • Thorough knowledge of social networking sites and applications. • Working knowledge of the use of technology for communication purposes. • Working knowledge of all Microsoft applications. • Working knowledge of marketing research techniques, practices and analytics. • Working knowledge about developing and managing websites. Ability To: • Communicate effectively, in oral and written form, to diverse groups and individuals. • Organize, plan and research projects and programs, make recommendations, write reports, and successfully implement, once approved. • Develop strategic marketing programs to increase and enhance the visibility, revenue, volunteers and sponsorships for City tourism programs and events. • Adapt content and style of communications to a variety of audiences and in a variety of forms. • To perform duties with considerable judgment, resourcefulness, and initiative under limited supervision and within the boundaries of responsibility. • Stay current on social networking applications. • To represent TDC in a positive and professional fashion to the public and other community stakeholders. • Establish and maintain effective and positive working relationships with both internal and external persons. • Work independently and effectively with multiple priorities and projects. • Maintain complete and accurate records. Marketing & Tourism Coordinator Page 3 of 3 REQUIREMENTS: Training and experience: Any combination of training and experience which would provide the required knowledges and abilities is qualifying. A typical way to obtain these knowledges and abilities would be: Graduation from an accredited college or university with a Bachelor degree in Public Administration, Communication, Marketing, or closely related field. In addition, two to four years related experience in local government or working in marketing or public relations. SPECIAL REQUIREMENTS: Driver License Requirement: Must possess valid driver’s license or be able to provide a suitable form of transportation as approved by the department head. Residency Requirement: None required, but would prefer that the candidate reside within the City of Superior city limits. Background Investigation Requirement: Must pass a background investigation prior to hire. Post Job Offer Medical Examination Requirement: Must pass the medical examination requirements established for the specified occupational grouping and drug screen prior to hire. Revised by P. Soliday 11/30/22  City of Superior Fund 823 - Tourism Development Commission 01/01/2023 to 09/27/2023 Fund: 823 - TOURISM COMMISSION Account Account Description 2023 Current 2023 Budget Prior Year Actual 823-0000-110.10-00 CASH 627,944.90 823-0000-412.10-00 PUBLIC ACCOM. TAXES 539,648.45 798,103.15 798,103.15 823-0000-487.10-00 OTHER MISC REVENUE - - 106,177.20 823-0000-487.11-00 MERCHANDISE SALES 535.43 - - Total Revenue 540,183.88 798,103.15 904,280.35 823-5970-597.29-90 OTHER CONTRAC SVCS-MISC 326,810.29 530,144.00 250,000.00 823-5970-597.32-10 PUBS, SUBS, DUES - - 108.25 823-5970-597.39-10 OTHER SUPPLIES & EXPENSE 97.92 675.00 - 823-5970-597.72-16 BONG MUSEUM 90,490.70 150,000.00 149,012.17 823-5970-597.72-22 TOURISM GRANTS - 30,000.00 - 823-5970-597.72-24 FILM INCENTIVES - 20,000.00 - Total Expense 417,398.91 730,819.00 399,120.42 Net Income 122,784.97 67,284.15 505,159.93