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

TOURISM DEVELOPMENT COMMISSION Agenda Tuesday, June 25th, 2024–11:00 a.m. Government Center Room 204 Microsoft Teams Virtual Link Meeting ID: 252 028 239 364 Passcode: NfzZRJ Dial-in option: +1 872-242-8028 ID: 453 520 663# 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), Ruth Ludwig, Trisha Hecimovich 1 ROLL CALL 1.1 Select Chair 1.2 Select Vice-Chair 2 APPROVAL OF MINUTES 2.1 Approval of minutes (meeting held May 13th, 2024) 3 NEW BUSINESS 4 OLD BUSINESS 4.1 Discussion & Approval of SWIM Contract 4.2 Banners 4.3 Duluth Superior Pride Sponsorship https://www.duluthsuperiorpride.com/new-sponsor 4.4 Organic Social Media Budget 5 RECURRING BUSINESS 5.1 Report from Chair 5.2 Confirm Next Meeting Time 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 TOURISM DEVELOPMENT COMMISSION –6/25/24 Mtg (Meets the first Monday of the month at 4:15PM) Page 1 of 2 (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 6/21/2024 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 –6/25/24 Mtg (Meets the first Monday of the month at 4:15PM) Page 2 of 2 TOURISM DEVELOPMENT COMMISSION Minutes May 13th, 2024 Meeting The meeting was called to order by Chair Lindsey Graskey at 1:04PM on May 13th, 2024 in Government Center Room 204. 1 ROLL CALL PRESENT: Lindsey Graskey (Chair), Pattie Soliday (Vice-Chair), Ruth Ludwig VIRTUAL: Trisha Hecimovich ABSENT: CITY STAFF PRESENT: COS Rebecca Scherf OTHERS PRESENT: John Ramos, Patrice Bradley, Bill Nelson, Shelley Nelson (Virtual), Sheerah (Virtual) 2 APPROVAL OF MINUTES MOTION by Soliday, second by Ludwig to approve April 16th, 2024 minutes. Minutes filed. 3 NEW BUSINESS 3.1 Presentation from SWIM Creative regarding renewal of contract Presentation from SWIM Creative. No action taken. 3.2 Discussion & Approval of SWIM contract. MOTION to hold by Graskey. Second by Ludwig. Will be discussed at next TDC meeting. 3.3 Banners MOTION by Soliday, second by Hecimovich to pursue out cost estimates to purchase additional Gotta Be Superior banners for downtown. 3.4 Duluth Superior Pride Sponsorship No action taken. 3.5 Organic Social Media Budget No action taken. 4 OLD BUSINESS 5 RECURRING BUSINESS 5.1 Finance Update No action taken. 5.2 Report from Chair No action taken. TOURISM DEVELOPMENT COMMISSION – 5/13/24 Mtg (Meets on the first Monday at 4:15PM) Page 1 of 2 5.3 Confirm next meeting time. Next meeting confirmed for June 3rd at 1PM. 6 ADJOURNMENT Meeting adjourned by Chair Graskey at 2:50PM. Respectfully submitted by Rebecca Scherf. TOURISM DEVELOPMENT COMMISSION – 5/13/24 Mtg (Meets on the first Monday at 4:15PM) Page 2 of 2 Gotta Be Superior 2025 - 2027 Tourism Marketing Strategy & Budget Overview Prepared by Swim ıı May 13, 2024 Agenda Review ● Business Goals ● Marketing Objectives ● Target Audience ● Branding Devices ● Strategies ● Budget Recommendations Business Goals Business Goals Increase overnight stays in Superior. Business Goals Increase overnight stays in Superior. ● Become a preferred travel location for current visitors. ● Gain measurable market share by attracting new audiences. Marketing Objectives Marketing Objectives Website ● Increase traffic 10-20% year over year. Previous Results: This is an industry benchmark. ● Site launched February of 2023 ● 2023 (11 months): 30,000 users ● 2024 YTD (5 months): 26,000 users ○ 57% increase YOY Marketing Objectives Email: ● Continue to exceed benchmark Previous Results: averages for open rate and click-thru As reported in March 2024, the average open rate. rate was over 17%, right above Star Tribune’s top benchmark average (12-15%). The click-thru rate was nearly 2.5%, which also exceeded our top benchmark average CTR (1.75-2%). From this we can see that our materials are resonating with our target audiences. Marketing Objectives Paid Social Media ● Focus on impressions, clicks and Previous Results: click-thru rate, and engagement. The November 2023 to February 2024 social campaign drove over 285,000 total impressions and 2,946 total clicks for a 1.3% click-thru rate. This was against a guarantee of 1,500 clicks between Facebook and Instagram platforms. We also observed some excellent engagement with the posts themselves with 249 post reactions, 23 comments and 24 shares. ADD SAMPLES NEXT PAGE Marketing Objectives Display Ads ● Drive impressions that result in tracked Previous Results: clicks leading to an increase in click-thru The display ads for Gotta Be Superior have driven a rate, view-thru conversions and combined 800,000+ impressions, resulting in 635 tracked clicks (as of February 2024) for a .14% engagement rate. Also focus on the click-thru rate. We have tracked an additional 218 on-site lodging conversions. view-thru conversions for an overall engagement rate of .19%! Finally, the geofencing campaign has 233 on-site lodging conversions to date! The average time needed to convert is approximately 9-days. ADD SAMPLES NEXT PAGE Display Ads Organic Social Ads Marketing Objectives Google Search ● Pursue consistency in click-thru and Previous Results: conversion metrics and realize The SEM campaign has started off nicely! The measurable increases from campaign to click-thru rate for November and December of 2023 was nearly 3% and went up to 11.6% during campaign. January and February of 2024. The conversion rate for Nov-Dec was 16% (over 4x our average benchmark of about 3%) and settled nicely at 5.2% during Jan-Feb. Marketing Objectives OTT/YouTube Video Ads ● Increase total starts and total Previous Results: completions. The addressable OTT/CTV campaign had nearly ● Increase YouTube TrueView total video 34,000 total starts and nearly 34,000 total completions for a 99% completion rate, several starts and total tracked views. points higher than Star Tribune’s benchmark average completion rate. The YouTube TrueView flight delivered nearly 45,000 total video starts and over 24,200 total tracked views against a guarantee of 5,000. This is nearly 5x the expected performance! Marketing Objectives Traditional Media: TV, Cable and Streaming ● Increase impressions. Previous Results: TV, Cable and Streaming (Summer 2023) ● 1,211 total TV and cable spots ● 215,703 streaming Impressions Traditional Media: Bus Wraps Bus Wrap (Summer 2023) ● Increase impressions. ● 2,600,000 impressions per month between Eau Claire and Madison (6-months) ADD SAMPLES NEXT PAGE Marketing Objectives Advertising Awareness ● Increase awareness based on research Previous Results: in current markets. Advertising awareness for Superior is improving ● Potentially explore new markets and across both MN and WI markets, but WI markets have increased at significantly higher rates. measure awareness utilizing the same methodology. While only TV commercials show a statistically significant improvement, there are improvements noted in multiple areas, suggesting Swim Creative’s broad spectrum approach is working. Marketing Objectives Additional Marketing Tactics ● Itineraries for use online and in the Previous Results: Bong visitor center Created a series of itineraries for visitors to use to ● Created a Visitor Guide that included a help them plan and find the places they want to visit. lot of historical information as well as games. The Visitor Guide was more than a Guide. It was an interactive piece to help visitors learn more about ● Created a map Superior. Map helped visitors get to the places they wanted to visit. (Note, Superior is not like Canal Park, the areas of most interest are spread all across the city.) ADD SAMPLES NEXT PAGE Marketing Objectives Visit Funnel ● Increase “conversion” metric. Previous Results: ● Increase “retention” metric. Awareness/visit funnels demonstrate that targeted markets in WI show outsized positive movement across all visit metrics, while metrics for MN control markets show little/no change. Advertising direction being taken in the past year in WI markets is influencing awareness and consideration of Superior as a travel destination. Marketing Objectives Perceptions ● Increase perception metrics. Previous Results: When comparing 2023 to 2022, both MN and WI travelers view Superior more positively as a vacation destination, suggesting that campaign and other materials are positively impacting perceptions. Target Audiences The Practical Traveler Despite their thrifty manner, the Practical Traveler also likes to let their hair down. They’re searching for a vacation that lets them be themselves and experience new things that’ll add a spark to their life. Demographics: ● Primarily women ● 40-55 ● Married with children ● Family income: $75k-$110k The Outdoorsman They like a big burger and a cold brew. Nothing too fancy. Just something to whet the whistle while they spend time with their buddies on the weekend – either with, or away from, the family. Demographics: ● Skews male ● 30-45 ● Married with children ● Family income: $75k-$110k The Spontaneous Adventurer These people are avid thrifters. They enjoy the hunt of searching through antique stores and thrift shops to find one-of-a-kind items that have a story behind them. Demographics: ● Skews female ● Late 20s-Mid 30s ● Single income ($50-65k) Subcategories ● History buffs and collectors ● Active sport enthusiasts (silent and motor sports) ● LGBTQ+ ● Friends and Weekenders ● Tournament goers (hockey, etc.) ● Weddings and Meeting Planners ● RV Enthusiasts Branding: A look ahead Gotta Be Superior Superior isn’t your typical destination. And that’s a good thing. It’s more than just pretty landscapes and tourist attractions. It’s real and fun, friendly and authentically laid-back. Want the best burger of your life? Miles of water and woods? How about old-fashioned, sit-down dining? Yep, it’s gotta be Superior. Everyone is welcomed here. Continue to utilize Stuart – collect research to see how he is resonating with target in early summer. Strategies Strategies Thank you for this opportunity. This is an exciting time as we plan the next three years for GOTTA BE SUPERIOR! We started, naturally, by reflecting on the past three years. We have seen steady increases in room taxes collected year over year, favorable awareness results based on quantifiable research and successful campaign tactic performance. The “Gotta Be Superior” brand is strong and reports are showing that the creative is resonating. The tagline, “Really, really, really fun,” is now registered – protecting Superior and ensuring freedom to explore the many ways the brand can be expanded in the years to come. Other branded devices include Stuart, the color palette and clever illustrations. The equity that has been built in these and other devices is foundational to future work. Strategies The core of our target audience will remain the same but new subcategories will be considered. We will continue to target our audience in the Eau Claire and Madison areas, while researching additional markets such as Milwaukee and Minneapolis. New markets will be pursued if budget permits. Regardless, we will utilize proven tactics and explore blending in a few more as we begin the next phase of work. There are four primary methods to increase your reach and frequency – more tactics, more media, more markets or more campaigns (e.g. shoulder season). While it is unlikely that all categories can be grown, we intend to identify the most strategic areas in which to invest. We have calculated a recommended budget based on trends found in the Wisconsin Department of Revenue Room Tax Report. From those collections figures, we were able to approximate the Commission’s budget. From there, we applied a recommended percentage to be contracted to Swim for media, agency services and production. Strategies Local property managers suggest event marketing and outdoor messaging are a natural tie in for the “Gotta Be Superior” brand. Creative hyper-local events and outdoor opportunities naturally align with the brief - highlighting what makes Superior unique. The attributes travelers are seeking for vacation destinations create strong opportunity areas for targeting communications: ● Accessible accommodations (easy parking and ability to get places) ● Low cost ● Plenty of good food Emphasize accommodation and outdoor activity options. Strategies: Tactical Exploration ● Add billboards on I-35 and 53 ● Singles Weekend in Superior ● Could have lights similar to a vintage ● Contests (weekend giveaway) hotel sign with the Gotta Be Superior ● Consider utilizing Swim for organic logo and possibly, “Affordable Lodging social media management just across the bay.” (see p 33) ● Continue campaigning in Madison and ● Or could be related to the bridge Eau Claire while considering additional replacement project (Minnesota side - markets like the Minneapolis metro or before Moose Lake) Milwaukee. ● Billboard for the Bong center ● Surf Fest (first ever near Lake Superior) on HWY 53 (who pays for this?) ● Better promotion of Porchfest Strategies: Tactical Exploration City Tours ● Put travel guides in Hinckley ● Historical video tours and other tourist stops (print more) ● Virtual online maps ● Gotta Be Superior full-side Kiosk in (Use our new map and animate) Canal Park (for day travelers who want to stay ● Historical trolley tours overnight but either can’t afford the rates or ● Beer and dive-bar tours (trolley) can’t find a vacancy) ● Kiosks in target cities Buy ad placements in various publications: ● Highlight some of the food establishments and ● Midwest Living Magazine places to visit (vlogs) ● Travel WI ● General seasonal videos: One for each season ● Explore MN - :90 long? ● Iowa, IL ● More swag like hats, postcards, posters, etc. ● Star Tribune (see page 36) ● Gotta Be Superior Neon Signs for bars (p35) Strategies: Tactical Exploration ● Bridge replacement marketing (how are we ● Allocate a small budget to going to encourage MN visitors to get to last minute/little jobs. Superior?) Retainer-like. ● Web: Make Lodging pages more robust - so ● Videos they don’t leave GBS site (Will require ○ Stuart logins for lodging folks to update their ○ Mayor pages) ○ Interviews with ○ Also a vacancy/no vacancy business owners functionality for visitor ease ○ On the street ● Photography interviews with ○ Museums, attractions, events, fill in visitors and Stuart where we are missing, etc. Outdoor - “For a good time” or “Really, really, really fun.”® (lights and GBS logo) Neon Bar Signs T-Shirts 2025 Media Schedule Summer: March - June Winter: November - December (January and February = 2026 Budget) Explore Shoulder Season Target Markets: ● Eau Claire, WI ● Madison, WI ● Possibly Minneapolis Metro or Milwaukee 2025 Media Tactics Television Commercials (6x15-second) Billboard (w/extensions and lights) Bus Wrap Email Marketing SEM Addressable Geo Fencing (Display) OTT/CTV/Pre-Roll (15-second) Social Media (Facebook and Instagram) YouTube Search and Site Retargeting (Display) Additional tactics that do not require a media budget include planning, research, website updates, blog posts, press releases, social media strategy, content calendar and a possible presentation (TBD). 2025 - 2027 Budget Allocation Overview BUDGET ALLOCATION 2025 2026 2027 MEDIA $164,593 $182,544 $202,789 AGENCY $131,674 $146,035 $162,231 PRODUCTION $32,919 $36,509 $40,558 SUBTOTAL $329,185 $365,088 $405,579 Contingency Fund* $32,919 $36,509 $40,558 TOTAL $362,104 $401,597 $446,137 2025 Media Tactics and Media Spend - Overview SUMMER: $98,776 WINTER: $65,817 MEDIA TOTAL $164,593 Approx. $131,674 will be allocated to agency services and approx. $32,919 will be allocated to production to create everything necessary for the campaigns. Discussion Glossary Addressable Geo Fencing: Your messaging can reach people on their mobile devices when they are at a specific street address or GPS location. Connected TV (CTV): CTV is actually a subset of OTT, and it refers to the device on which you’re accessing that video content. If you watch Hulu on your mobile device, then you’re streaming OTT content. If, however, you watch Hulu through a Roku Stick that’s plugged into your television, then you’re streaming OTT content over CTV. Over The Top (OTT): OTT refers to the delivery mechanism for video content, where content is delivered “over the top” instead of through a cable or satellite connection (e.g. offered directly to viewers via the Internet). OTT bypasses cable, broadcast, and satellite television platforms. OTT content can be viewed on a mobile, desktop, or connected device. Glossary Cont. Search Retargeting: A tactic in which you can create a custom audience of users based on their keyword search behavior and use that audience in your digital advertising campaigns to serve display ads to users as they navigate the web. Site Retargeting: Serving display advertising to people who have previously visited your website. _____________________________________________________________________________________ a 3 West Superior Street p 218-722-1404 Duluth, Minnesota 55802 w SwimCreative.com BUDGET RECOMMENDATIONS Gotta Be Superior Addendum to 5/13/24 Budget Recommendations Presentation to Commission May 30, 2024 Scope: During the May 13th Commission meeting, the commission requested additional general costs to help them decide on a budget for the 2025-2027 contract with Swim Creative. During the May 13th meeting, Swim provided some general cost recommendations for continuing similar tactics with a few additions for the 2025-2027 contract. These costs are for a one-year span. The commission requested budget recommendations detailed in the following table. Tactic Agency Production Media TOTAL I-35 Billboard (Production and Media spread over 3 years) $20,000.00 $40,000.00 $136,500.00 $196,500.00 Seasonal 90 second videos (4) $40,000.00 $40,000.00 $0.00 $80,000.00 Canal Park Kiosk (summer) $3,000.00 $0.00 $3,530.00 $6,530.00 Building out Website Lodging Pages + Lodging Photography $12,250.00 $0.00 $0.00 $12,250.00 Interactive Map $20,000.00 $0.00 $0.00 $20,000.00 Organic Social Media Management 2025 $21,000.00 $0.00 $0.00 $21,000.00 Duplication Duplicating Current Campaigns in Twin Cities $5,000.00 $491,470.00 $496,470.00 Optional: Publications (4 a year) TBD as we are waiting for costs to - Lavender, Midwest Living, Travel WI, Explore MN come in Please note these are recommendations, not an estimate, and are subject to change. ESTIMATE Gotta Be Superior Social Media Management May 30, 2024 Scope: The Gotta Be Superior team reached out to Swim Creative interested in an estimate for monthly Organic Social Media Management of their accounts. This estimate is for July - December 2024. Thank you for the opportunity to bid on your project. Please sign and email sheerah@swimcreative.com. This estimate is for agency services that are listed in this table only. Does not include content creation. We will use available and current assets. If you are interested in services beyond what is included in this table, we will gladly provide you with an estimate for additional services. Monthly Management: Gotta Be Superior is looking for an agency to manage its $1750/month organic social media accounts. Swim will provide monthly planning and calendaring for Facebook and Instagram, and will meet with the Gotta Be Superior team every month to discuss the plan and needed content (if they so choose). Swim will then schedule and post two grid posts and two stories a week on Facebook and Instagram. The Gotta Be Superior team will provide access to the digital media accounts, all necessary images, and information on events or important dates for posts. Includes consultation on managing comments. 2024 TOTAL $10,500 Event Coverage: Swim can also provide digital media posts during local events. A $300/event Swim staff person will attend the event and do live posts for two hours over the span of the event. TERMS: The first month’s installment will be required at the time of signing before the project will begin (due upon receipt). Cost of services will be billed at the beginning of the month and is subject to a 1.5% interest charge after 21 days. Additional out-of-pocket expenses that are not included in this estimate will be estimated separately and itemized on invoices if needed. 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. Swim Creative is not responsible for trademark or copyright research, and is not liable for infringement on any existing copyrights or trademarks. 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. If additional services are needed beyond what is estimated, an additional estimate will be provided. Monthly reconciliation is available upon request. Customer guarantees any elements of text, graphics, photos, designs, trademarks, or other artwork provided to SWIM for inclusion on social media are owned by the client, or that the client has received permission from the rightful owner(s) to use each of the elements, and will hold harmless, protect, and defend SWIM and its subcontractors from any liability or suit arising from the use of such elements. From time to time governments enact laws and levy taxes and tariffs affecting social media. The client agrees that they are solely responsible for complying with such laws, taxes, and tariffs. Because this is a collaboration with the client, Swim does not guarantee explicit results. Swim is not responsible for any and all potential liabilities including but not limited to those that are a result of breaches of private information over the internet; Swim is not responsible for any and all potential legal risk connected with hacking attacks against site users or "followers" of the client’'s social media page(s); Swim is not responsible for any and all legal consequences including but not limited to, consequences of data leakage of third party confidential data because of social media use. The client will hold harmless, protect, and defend SWIM and its subcontractors from any claim, suit, penalty, tax, or tariff arising from Swim’s management of the client’s social media. 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 to Swim Creative in any way 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