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

TOURISM DEVELOPMENT COMMISSION Agenda Monday, December 4th, 2023–4:15 p.m. Government Center Room 204 Microsoft Teams Virtual Link Meeting ID: 216 776 667 884 Passcode: 3RHaCC Dial-in option: +1 872-242-8028 ID: 856 120 835# 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 October 2nd, 2023) 3 NEW BUSINESS 3.1 SWIM Presentation – Winter 2023 Budget Summary, 2023 Research Report & 2024 Campaign Budget Allocation 3.2 Approval of SWIM adjustment for additional editing needed in amount NTE $1525 3.3 Approval of budget for Gotta Be Superior Stickers in amount NTE $1500 3.4 Approval of budget for Gotta Be Superior postcards in amount NTE $150 3.5 Discussion of billboard options and locations 3.6 Approval of budget for billboard placement 4 OLD BUSINESS 4.1 Decide on continuation of TDC Grant Program 4.2 Tourism Coordinator Position Discussion 4.3 Mission Statement 5 RECURRING BUSINESS 5.1 Financials 5.2 Report from the Chair 5.3 Confirm Next Meeting Time 6 ADJOURNMENT Notice is hereby given that a majority of the members of the Common Council may be present TOURISM DEVELOPMENT COMMISSION –12/4/23 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 11/30/2023 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 –12/4/23 Mtg (Meets the first Monday of the month at 4:15PM) Page 2 of 2 TOURISM DEVELOPMENT COMMISSION Minutes October 2nd, 2023 2023 Regular Meeting The meeting was called to order by Chair Lindsey Graskey at 4:16PM on October 2nd, 2023 in Government Center Room 204. 1 ROLL CALL PRESENT: Lindsey Graskey (Chair), Pattie Soliday (Vice-Chair), Megan Mcgarvey, Mark Johnson, Trisha Hecimovich (arrives at 4:18) VIRTUAL: ABSENT: CITY STAFF PRESENT: COS Rebecca Scherf, Mayor Jim Paine OTHERS PRESENT: Shelley Nelson, John Gidley, Terry Lundberg, John Ramos 2 APPROVAL OF MINUTES 2.1 Tourism Development Commission (Meeting held August 7th, 2023) MOTION by Soliday to approve minutes from the August 7th, 2023 meeting. Second by McGarvey. Minutes filed. 3 NEW BUSINESS 3.1 SWIM Winter Campaign & Marketing Results Update Update from COS Scherf. No action taken. 3.2 2024 Official Travel Guide of Wisconsin Ad Placement MOTION by Soliday, second by McGarvey to approve Travel Guide Ad design and ½ page ad placement in an amount NTE $5247. 3.3 Wisconsin’s Winter Capital Trademark MOTION by Johnson, second by McGarvey to move forward with obtaining a trademark on the slogan “Wisconsin’s Winter Capital” Motion passes. 3.4 Film Incentive Update Update from Chair Graskey. No action taken. 3.5 Superior Tourist Information Center Capital Improvement Request for Humidification- $9,986 (40% of total project $24,965) MOTION by Soliday, second by Hecimovich to approve. Motion passes. 4 OLD BUSINESS 4.1 Lake Superior Ice Festival Update No action taken. 4.2 Review TDC Grant Application for 2023 No action taken. TOURISM DEVELOPMENT COMMISSION – 8/7/23 Mtg (Meets on the first Monday at 4:15PM) Page 1 of 2 4.3 Tourism Coordinator Position Discussion No action taken. MOTION by Soliday to take items out of order and consider item 5.1 before 4.4. Seconded by Graskey. Motion passes. 5.1 Financials No action taken. 4.4 Mission Statement No action taken. 5 RECURRING BUSINESS 5.2 Report from the Chair No action taken. 5.3 Confirm Next Meeting Time Next meeting confirmed for December 4th at 4:15PM. There will be no meeting in November. 6 ADJOURNMENT Meeting adjourned by Chair Graskey at 5:38PM. 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 Winter Campaign Ice Festival Edits November 27, 2023 Background: This is an estimate for the editing of the Ice Festival TV spots and any graphics used that have the hot air balloon included that had been previously approved. This is used in the 2023-24 Winter campaign. 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 edit the previously approved Ice Festival TV spot and $700 social spots to remove the hot air balloon. Production: $825 Editing of the Ice Festival TV spot with Parthe. TOTAL $1,525 TERMS: An invoice for a 100% installment will be issued at the time of the completion of the project outlined in this document. 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 Gotta Be Superior Sticker Order Winter 2023 Quantity Price Bong Stickers 300 $168 State in Winter Colors 300 $168 State in Original Colors 300 $168 Logo in Winter Colors 300 $168 Logo in Original Colors 300 $168 Middle of Somewhere 300 $168 $1,008 MAP #1 CITY OF SUPERIOR- DECEMBER2023 1 3 2 4 Map data ©2023 Google Report a map error DULUTH 800.234.7293 lamar.com LOCATION LIST CITY OF SUPERIOR- DECEMBER2023 *Impression values based on: Total Population Map Icon Label Panel # Geopath Id Media/Style Facing HxW *Weekly Impressions Illum. 1 10428 293761 Poster / Retro North West 10' 6" x 22' 9" 62,265 NO Location: 1020 N 4TH ST (LOWER) W/L F/N Current Advertiser: C.A.S.D.A. Rate: $725/ 4 weeks Production Cost: $190 Miscellaneous: Annual= $675/ 4 weeks-Available 12-25-23 2 10227 293582 Poster / Retro South East 10' 6" x 22' 9" 71,758 YES Location: 3932 E 2ND ST W/L F/S Current Advertiser: MENARDS Rate: $725/ 4 weeks Production Cost: $190 Miscellaneous: Annual= $675/ 4 weeks- Available 1/8/24 3 10200 293555 Poster / Retro South East 10' 6" x 22' 9" 79,125 YES Location: 3128 E 2ND ST W/L F/S #2 Current Advertiser: KARI TOYOTA INC Rate: $725/ 4 weeks Production Cost: $190 Miscellaneous: Annual= $ 675/ 4 weeks-Available 1-22-24 DULUTH 800.234.7293 lamar.com LOCATION LIST CITY OF SUPERIOR- DECEMBER2023 *Impression values based on: Total Population Map Icon Label Panel # Geopath Id Media/Style Facing HxW *Weekly Impressions Illum. 4 10226 293581 Poster / Retro South East 10' 6" x 22' 9" 77,644 YES Location: 4802 E 2ND ST W/L F/S Current Advertiser: CORE & BEYOND BEER Rate: $725/ 4 weeks Production Cost: $190 Miscellaneous: Annul=$675/ 4 weeks-Available-1-8-24 Total Weekly Impressions: 290,792 DULUTH 800.234.7293 lamar.com PANEL #10428 1020 N 4TH ST (LOWER) W/L F/N WEEKLY IMPRESSIONS: 62,265* MEDIA TYPE/STYLE: Poster - Retro GEOPATH ID: 293761 LAT/LONG: 46.73349 / -92.09292 MARKET: SUPERIOR PANEL SIZE: 10' 6" x 22' 9" View Spec Sheet VINYL SIZE: 10' 7" x 22' 10" FACING/READ: North West / Right ILLUMINATED: LOCATION #1 NO RATE: ADVERTISING STRENGTHS: RETRO $725/ 4 weeks PRODUCTION COST: $190 MISCELLANEOUS: Annual= $675/ 4 weeks-Available 12-25-23 DULUTH 800.234.7293 lamar.com PANEL #10227 3932 E 2ND ST W/L F/S WEEKLY IMPRESSIONS: 71,758* MEDIA TYPE/STYLE: Poster - Retro GEOPATH ID: 293582 LAT/LONG: 46.68833 / -92.02427 MARKET: SUPERIOR PANEL SIZE: 10' 6" x 22' 9" View Spec Sheet VINYL SIZE: 10' 7" x 22' 10" FACING/READ: South East / Left ILLUMINATED: LOCATION #2 YES RATE: $725/ 4 weeks PRODUCTION COST: $190 MISCELLANEOUS: Annual= $675/ 4 weeks- Available 1/8/24 DULUTH 800.234.7293 lamar.com PANEL #10200 3128 E 2ND ST W/L F/S #2 WEEKLY IMPRESSIONS: 79,125* MEDIA TYPE/STYLE: Poster - Retro GEOPATH ID: 293555 LAT/LONG: 46.697466 / -92.036025 MARKET: SUPERIOR PANEL SIZE: 10' 6" x 22' 9" View Spec Sheet VINYL SIZE: 10' 7" x 22' 10" FACING/READ: South East / Left ILLUMINATED: LOCATION #3 YES RATE: ADVERTISING STRENGTHS: RETRO $725/ 4 weeks PRODUCTION COST: $190 MISCELLANEOUS: Annual= $ 675/ 4 weeks-Available 1-22-24 DULUTH 800.234.7293 lamar.com PANEL #10226 4802 E 2ND ST W/L F/S WEEKLY IMPRESSIONS: 77,644* MEDIA TYPE/STYLE: Poster - Retro GEOPATH ID: 293581 LAT/LONG: 46.679575 / -92.013099 MARKET: SUPERIOR PANEL SIZE: 10' 6" x 22' 9" View Spec Sheet VINYL SIZE: 10' 7" x 22' 10" FACING/READ: South East / Left ILLUMINATED: LOCATION #4 YES RATE: $725/ 4 weeks PRODUCTION COST: $190 MISCELLANEOUS: Annul=$675/ 4 weeks-Available-1-8-24 DULUTH 800.234.7293 lamar.com Out of Home vs. Other Media OOH Reaches More People OOH Has the Highest Ad Recall A study of nearly 2,000 Americans 67% of consumers will recall the message on an OOH ad. over 1 week found that, on an 75% average day, OOH has 99% reach. Mobile 96% Devices TV 62% RE AC H 82% Online 67% Digital OOH OOH 52% Mobile 36% 15% 69% 84% 99% Radio Print Newspaper Radio Online OOH OOH Costs Less OOH Produces Strong ROI Advertisers see a higher return on investment with OOH has the lowest median cost per thousand OOH than all traditional media other than TV. among traditional media outlets. $4 .12 $4 .83 $4 .95 $5 .97 $6 .50 $11 .05 $2.18 $3.19 $19.00 Transit Shelter Poster Primetime Cable TV $2.21 $6.75 $20.00 Mobile Display Radio Broadcast TV $2.27 $12.00 $36.00 Online Banner Ad Cable TV Primetime Broadcast TV Print Online Radio OOH TV Online $2.84 $13.24 $46.82 Display Search Bulletin Magazine Full Page Newspaper Half Page SOURCES: USA TouchPoints - “OOH and Today’s Mobile Consumer”, PJ Solomon From: Graskey, Lindsey To: Scherf, Rebecca Subject: 1st draft TDC mission statement Date: Tuesday, November 28, 2023 12:57:39 PM Hello! Hope you are staying warm! Here’s last meeting’s idea of a new mission statement I verbalized. Looking for edits by the commission to be presented at the next scheduled meeting. “The City of Superior’s Tourism Development Commission will partner with organizations and individuals to allocate room tax revenue to the promotion and development of projects that will encourage overnight guest stays within our hotel industry/VRBO businesses while enriching the experience of all folks to our city and county. Concurrently, this commission will pledge dedication to the local residents by ensuring that Superior is adequately prepared as a continuing tourist destination through ensuring that all room tax dollars the commission receives from the City, per State Statutes, is spent on tourism promotion and development.” Lindsey Graskey Superior City Council North End/District 10 graskeyl@ci.superior.wi.us 218.428.3114  City of Superior Tourism Development Commission Financial Statements as of 11/30/2023 Statement of Financial Position 2022 2023 12/31/2022 Assets Cash 650,700.69 507,395.11 Receivables - 83,195.21 Total Assets 650,700.69 590,590.32 Liabilities Accounts Payable - 85,430.39 Total Liabilities - 85,430.39 Fund Balance 505,159.93 - Statement of Activities Income Room Tax 772,425.06 798,103.15 Other Revenue - 106,177.20 Merchandise Rev. 883.09 - 773,308.15 904,280.35 Expense Contract Services 326,810.29 250,000.00 Marketing 16,778.53 - Campaigns 110,703.25 - Visitor Center 23,558.60 - Media Buys 5,247.00 - Other Supplies 97.92 - Publications - 108.25 Bong Museum 143,591.80 149,012.17 Grants 980.00 - 627,767.39 399,120.42 Net Income 145,540.76 505,159.93 Adopted XX/XX/XXXX City of Superior - Tourism Development Commission Fund 823 Cash Flow Projection Actual Estimated Projected Projected Projected Projected 2022 2023 2024 2025 2026 2027 Beginning Cash Balance $ - $ 507,395.11 $ 324,679.26 $ 391,963.41 $ 459,247.56 $ 526,531.71 Revenues $ 904,280.35 $ 798,103.15 $ 798,103.15 $ 798,103.15 $ 798,103.15 $ 798,103.15 Expenses $ (399,120.42) $ (730,819.00) $ (730,819.00) $ (730,819.00) $ (730,819.00) $ (730,819.00) Total Net Income $ 505,159.93 $ 67,284.15 $ 67,284.15 $ 67,284.15 $ 67,284.15 $ 67,284.15 Change in AR / AP $ 2,235.18 $ - $ - $ - $ - $ - Change in Cash Balance $ 507,395.11 $ 67,284.15 $ 67,284.15 $ 67,284.15 $ 67,284.15 $ 67,284.15 Reserve For Bong - $ (250,000.00) $ - $ - $ - $ - Ending Cash Balance $ 507,395.11 $ 324,679.26 $ 391,963.41 $ 459,247.56 $ 526,531.71 $ 593,815.86 Attachment C Adopted XX/XX/XXXX City of Superior 2023 Tourism Development Commission Expenditure Budget - Fund 823 2022 2022 2023 2024 2025 2026 2027 Account Number/Name Budget Actual Proposed Projected Projected Projected Projected 823-5970-597.11-10 SALARIES / SALARIES/PERMANENT-REGLR - - - - - - - 823-5970-597.11-20 COMMUNITY PROMOTION / SALARIES - - - - - - - 823-5970-597.11-50 COMMUNITY PROMOTION / SALARIES - - - - - - - 823-5970-597.15-10 OTHER FINANCING USES / COMMUNITY PROMOTION - - - - - - - 823-5970-597.15-20 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-25 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-30 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-40 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-50 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-60 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.15-80 COMMUNITY PROMOTION / EMPLOYER CONTRIBUTIONS - - - - - - - 823-5970-597.29-90 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MISC 250,000.00 250,000.00 - - - - 823-5970-597.29-91 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MARKETING - - 327,500.00 327,500.00 327,500.00 327,500.00 327,500.00 823-5970-597.29-92 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-CAMPAIGNS - - 56,201.00 56,201.00 56,201.00 56,201.00 56,201.00 823-5970-597.29-93 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-VISITOR CENTER - - 94,443.00 94,443.00 94,443.00 94,443.00 94,443.00 823-5970-597-29.94 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MEDIA BUYS - - 52,000.00 52,000.00 52,000.00 52,000.00 52,000.00 823-5970-597-29.95 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MERCH EXP - - - - - - 823-5970-597.32-10 PUBLICATION, SUBS, DUES / PUBS, SUBS, DUES - 108.25 - - - - 823-5970-597.39-10 OTHER SUPPLIES & EXPENSE / OTHER SUPPLIES & EXPENSE 55,000.00 - 675.00 675.00 675.00 675.00 675.00 823-5970-597.72-11 GRANTS & DONATIONS/TRAVEL SUPERIOR 40,000.00 - - - - - 823-5970-597.72-16 GRANTS, DNTNS-OTHER ORGAN / BONG MUSEUM 164,243.00 149,012.17 150,000.00 150,000.00 150,000.00 150,000.00 150,000.00 823-5970-597.72-22 GRANTS, DNTNS-OTHER ORGAN / TOURISM GRANTS 75,000.00 - 30,000.00 30,000.00 30,000.00 30,000.00 30,000.00 823-5970-597.72-23 GRANTS, DNTNS-OTHER ORGAN / UNALLOCATED 210,351.59 - - - - - 823-5970-597.72-24 GRANTS, DNTNS-OTHER ORGAN / FILM - - 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 Total Expense $ 794,594.59 $ 399,120.42 $ 730,819.00 $ 730,819.00 $ 730,819.00 $ 730,819.00 $ 730,819.00 Attachment B Adopted XX/XX/XXXX City of Superior 2023 Tourism Development Commission Revenue Budget - Fund 405 2022 2022 2023 2024 2025 2026 2027 Account Number/Name Budget Actual Proposed Projected Projected Projected Projected 823-0000-412.10-00 SALES AND USE / PUBLIC ACCOM. TAXES (661,450.94) (798,103.15) (798,103.15) (798,103.15) (798,103.15) (798,103.15) (798,103.15) 823-0000-418.10-00 INTEREST & PEN. ON TAXES / INTEREST & PEN/TAXES/SP A - - - - - - - 823-0000-437.64-00 REVENUE FROM LOCAL GOV'TS / REV FROM LOC GOVT/PD GRAN - - - - - - - 823-0000-485.10-00 DONATIONS/CONT-PRIVATE / DONATIONS/CONT-PRIVATE - - - - - - - 823-0000-487.10-00 OTHER MISC REVENUE / OTHER MISC REVENUE (106,177.20) (106,177.20) - - - - - 823-0000-487.11-00 OTHER MISC REVENUE / OTHER MISC REVENUE-MERCHANDISE SALES - - - - - - - 823-0000-492.10-00 TRANSFERS FROM OTHER FNDS / TRANSFERS FROM GENL FUND - - - - - - - Total Revenue $ (767,628.14) $ (904,280.35) $ (798,103.15) $ (798,103.15) $ (798,103.15) $ (798,103.15) $ (798,103.15) Attachment A