DOOR COUNTY TOURISM ZONE COMMISSION Annual Meeting Minutes Minutes of June 15, a.m. Baileys Harbor Town Hall, 2392 CTH F, Baileys Harbor

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1 DOOR COUNTY TOURISM ZONE COMMISSION Annual Meeting Minutes Minutes of June, 0 a.m. Baileys Harbor Town Hall, CTH F, Baileys Harbor Committee Members Present by Roll Call: Mary Boston, Bryan Nelson, Ryan Heise, Jeff Larson, Myles Dannhausen, Nancy Robillard, Bill Weddig, Dick Skare, Elizabeth LeClair, Cathy Ward, Hugh Mulliken, Richard Young, Chuck Tice, Nate Bell, Zeke Jackson, Bob Starr, Josh Van Lieshout and Linda Elmore. Excused: Dave Holtz Absent: Mike Johnson, Fred Anderson, Andy Stimers, Keith Krist, and Deb Jeanquart Also in Attendance: Dianne Lensert/Kerber Rose & Assoc., Kim Roberts/Administrator, Jack Moneypenny/DCVB, Jon Jarosh/DCVB, and Michelle Rasmussen/DCVB. Call to Order Chair Van Lieshout called the meeting to order at :00 a.m. Presentation of the 0 Annual Report Van Lieshout asked Roberts to present the Annual Report. Roberts proceeded with the Annual Meeting PowerPoint presentation by reviewing: The purpose of the Annual Report, the Mission statement, and the differences between the Tourism Zone and the DCVB. Roberts explained the history of room tax and the loss of market share between the years of which was the motivation behind room tax. She went on to review the split of room tax distributions. By the end of 0, the Commission expects to have collected $,, and will have then turned over $,, to the DCVB for the marketing period Municipalities through year end 0 are estimated to receive $,,0 for the period of room tax collections were up.0% percent over 0 collections. Room tax collections 00-0 grew $1,0,0 or.%. Roberts continued by looking back at 0: As of May, 0 there were 1,00 properties permitted. In 0, new permits were issued and of the newly issued permits, 0 or 1.% were found through compliance efforts. This is up, Roberts said, from % in 0 and % in 0. She noted that 0 was the first year with a full time administrator and she felt that the increased compliance was a result of having more time. Roberts detailed the types of properties that were permitted in 0. 0 of the permits issued in 0 were 1- unit properties: Hotel/Motel permits, Resort permits, B&B 1 permit, Condo permits, Cottage/Cabin/House permits and Other 1 permit. Roberts reviewed the highlights of 0. The Tourism Zone actively engaged in the pursuit to bring nonpermitted, non-filing, under-reporting and late paying properties into compliance. In 0 the Tourism Zone was granted a judgment in Door County Circuit Court bringing closure to a case of under-reporting. In November of 0, a judgment was granted in the amount of $,01.1. Two other compliance issues (of many) were found via investigative efforts involving under-reporting properties and were resolved in 0 out of court. 1) A case of under-reporting resulted in the recovery of $1,. in previously Annual Meeting Minutes June, 0-1

2 uncollected room tax. ) The discovery of an un-permitted and non-reporting property resulted in the recovery of $0,000 in unreported lodging sales ($1,. in tax, penalties and interest paid) was settled out of court. The Tourism Zone created and executed a permit holder survey with the goal of listening to permit holder s needs, suggestions and concerns. The survey offered invaluable insight to the Tourism Zone Commission and staff. While not all suggested changes could be implemented due to fiscal or statutory concerns, the Tourism Zone was able to begin a survey response series addressing the most common themes as a result of the survey. Many of the suggestions from the survey were implemented: Increased communication via newsletters and s, reporting reminders and valuable education opportunities to work towards a better understanding of the role and operations of the Tourism Zone. The Tourism Zone survey served as a catalyst to forward the responses to the Door County Visitor Bureau DCVB in effort for our contracted Marketing Entity to consider the misunderstandings and frustrations held by Tourism Zone permit holders. The DCVB analyzed and discussed permit holder s concerns and responded by creating the DCVB Silver Membership to better meet the needs of Tourism Zone permit holders. Roberts thanked the DCVB for listening and responding to Tourism Zone permit holders. The Tourism Zone made considerable efforts in public outreach and education in 0: Press Releases, request for information, work with various media outlets for news stories related to room tax and the Tourism Zone. An explainer video and digital brochure were completed to continue to work on education about Door County Room Tax. Significant SEO work with keywords and linking was completed in effort for Tourism Zone information to be easier to find with online searches for rental requirements. The Tourism Zone purchased an office that created a professional dedicated space for Tourism Zone operations. 0 was the first year that the Tourism Zone had a full time employee which led to better customer service, assistance, training and education, and compliance and enforcement. Roberts went on to review the completion of the WDOR Room Tax Reports that had to be completed by each municipality. Roberts provided all of the information and assisted with most filings by visiting clerks to complete the filings. The Tourism Zone completed a yearlong data project which compiled for each year by property type: Available rooms, filled rooms, occupancy rate, average daily rate and revenues. Roberts reviewed some of the notable data that resulted from the project: Occupied rooms from 00-0 grew.1% and cottage/cabin/home revenue grew.% during the same period. The Tourism Zone 0 Aging Report shows that for 1- unit properties.% pay their room tax on time, up from 0.0% in 0. + unit permit holders pay their room tax on time.% of the time. Online filings for 0 were.% up from.% in 0. Roberts reviewed from the 0 Tourism Zone Audit the Statement of Revenue and Municipal Impact. Annual Meeting Minutes June, 0 -

3 She went on to review graphing that showed: By Property Type Total of Permits and By Property Type by Units. She detailed the importance of the graphs by explaining resorts only have.% of permits but hold or 0% of units. Roberts reviewed Statistics by Municipality Graph and the top Municipalities by Number of Permits. Roberts concluded the DCTZC portion of the PowerPoint with goals for 0. Looking ahead for 0: The completion of a back office upgrade with BLIS which will result in improved efficiency, ease of reporting for permit holders and property management companies and improved internal controls, maintain the data project begun in 0 and watch for trends in each of the metrics, watch the Legislative front in order to finalize the Ordinance Amendment, and outline goals for succession planning in all areas of Tourism Zone operations. She went on to say the Tourism Zone would continue to reach out to permit holders via monthly reminders to prompt permit holders to complete their room tax reporting, quarterly newsletters, information bulletins and press releases. The Tourism Zone office will continue to work extensively with any permit holder who wishes to learn more about room tax, request training to file online and be a resource for information regarding transient rentals. Roberts stressed that our ongoing dedication to compliance and enforcement would continue. It is of upmost importance to the Tourism Zone that it is a level playing field for lodging providers who partner with the Tourism Zone who collect and remit room tax. Our goal is that all required room tax is collected and all properties engaged in transient rentals are permitted. She added that the Tourism Zone will continue to set the example for other Tourism Zone Commissions in the State of Wisconsin. We will continue to assist with requests, education and partnership as other Tourism Zones aim to model Door County. Finally, Roberts said that the Tourism Zone would continue to watch Airbnb and VRBO for developments with regard to tax collection in effort to not only be a resource for permit holders but to keep permit holders informed of any developing changes that might change the reporting of room tax in Door County. Jack Moneypenny of the DCVB took over the PowerPoint presentation. He reviewed the 0 room tax accomplishments: Room tax has given Door County a deeper reach into regional markets and the ability to continue efforts with travel writers to receive national earned media coverage. Media placement and PR took a multi-dimensional approach through a combination of advertising mediums that solidified the brand promise that Those who visit Door County will find a breathtakingly scenic, water centric landscape that is perfectly conducive to their purist of relaxation and rejuvenation. DoorCounty.com users grew to 1. million and there were 1 million impressions on the DCVB Facebook page in 0 with a fan base of,1. Moneypenny went on to say that the number of travel journalists hosted from 00-0 was. He added the Live Life Well campaign invited visitors to discover new experiences. Social media has grown tenfold, said Moneypenny, garnering nearly 1 million impressions on Facebook from a fan base of,1. Moneypenny went on to review primary results: Door County ranked th place in Wisconsin destinations out of counties in 0. Door County held.% of the Wisconsin tourism market share. Door County traveler expenditures total $,00,000 in 0. The total impact on Door County s economy was $. million last year. Door County economic impact of tourism resulted in the following:. million in direct spending, $. million in local and state taxes,, full time equivalent jobs, $.1 million in resident income according to Annual Meeting Minutes June, 0 -

4 State Tourism Economics and support to local lodging, restaurants, retail and attractions all enhancing the quality of life. Doorcounty.com earned 1,0, website visits in 0. E-newsletter opens resulted in,,0 opens and Facebook /Twitter impressions added up to 1,1, in 0. Mobile web usage resulted in,0 users. Moneypenny reviewed DoorCounty.com site visits. Group sales resulted in the attendance of trade shows, work with general tour groups, 0 Associations, Family reunions, 1 Military Reunion, Church groups, business /corporate retreats, senior groups, 1 RV Club, car clubs, brides, meeting/event planners, 1 reunion planners, bike/car/motorcycle clubs and RV clubs. He went on to say that meet and greets were conducted through the meet & greet program. Moneypenny reviewed the advertising highlights for 0: Multi-dimensional approach to media planning which allowed Door County to be showcased through the visual aspects of Door County through print, television, digital, mobile and outdoor in key target markets. New audiences were reached with video through Hulu, YouTube and apps on connected devices. A new tagline was defined live life well. seasonally themed press trips were held in 0 resulting in articles placed in print, radio or online media from media marketing efforts. Through the end of 0, the return on investment for the media marketing program was %. For every dollar spent, the DCVB received $. in Ad Value Equivalency (AVE). Moneypenny went on to say that the goal is always to get 0 writers to Door County and in 0 they achieved that goal by getting to visit. Moneypenny went on to discuss welcome center traffic; and while traffic has leveled off many feel that mobile usage has accounted for decreased traffic because information is readily available to visitors through their phone. He noted that the DCVB is watching closely what the future of the Visitor Center should be; clearly it will move beyond a paper distribution center and become more of an experience center. He stressed that Visitor Guide requests were still very strong. Moneypenny concluded the DCVB portion of the annual presentation by looking ahead: Working with key partners to produce a well rounded media buy that includes print, television, digital, mobile and outdoor. Television will evolve to include multiple screens and devices. He added that they will be developing the current tagline that supports the brand promise while promoting a level of revitalization, Live Life Well. He went on to say they will continue to shoot photographs and capture video footage to use for PR, videos, commercials and as B-roll. Finally, he said, they will continue to increase their online presence with a more robust video iniative. Van Lieshout invited questions for both Roberts and Moneypenny. Jackson commented that he wanted to test and isolate variables; he said that he didn t see a correlation between traffic flow and revenues for Roberts pointed out that with the data project that available rooms only grew.% but occupied rooms grew.1% ADR.% occupancy 1%. She pointed out that the data tells that story. She offered to resend the report to Jackson. She noted the information is there for each year by property type. She said that was the goal for the data project. Nelson felt that the raw data was there to address every one of Jackson s points. Jackson said he was looking for a mathematical function of occupancy. Annual Meeting Minutes June, 0 -

5 Roberts said she could go back and track the number of permits by each year so that we could add that data. Ward felt she had thought the same thoughts at some point we are at the tipping point, there is still room for growth in the shoulder season and that remains the challenge. Jackson noted that he wants to see traffic growth everywhere not just shifting town to town. Dannhausen said that he was looking on Youtube for Saturday Night Live sketches and he found Door County Our Door County videos and he felt it was a unique development that wasn t there before to expose Door County. Rasmussen noted that it is a unique development in Destination websites in that it isn t just about providing information anymore it s about getting the content out there. Adjournment Dannhausen moved to adjourn; Larson seconded. Motion carried. Respectfully submitted, Kim Roberts Administrator Annual Meeting Minutes June, 0 -