2016 AnnualReport

B LO O M I N G TO N - N O R M A L A R E A C O N V E N T I O N & V I S I TO R S B U R E A U

1Staff / Board Members

2 - 3Financial Information / BN by the Numbers

4 - 5Sales Objectives

6 - 9Marketing Strategies

1 0 -1 1Sports Commission

1 2 -1 3Looking Ahead

The Bloomington-Normal Area Convention and Visitors Bureau works to enhance the region’s economic vitality, sustainability and quality of life by marketing the county as a compelling destination.

Table of

CONTENTSFrom our

DIRECTOR

Tourism makes a difference in McLean County! Tourism for our area includes

business, weekend get-a-ways, motorcoach tours, university activities,

conventions, meetings, and sporting events. The Bloomington-Normal Area

Convention and Visitors Bureau’s major funding is through the hotel tax

dollars which the visitors pay when they stay here. The more visitors the

BNACVB and partners bring to BN, the more new money in our area. These

visitors shop, dine and stay in our hotels creating revenues from the taxes

they pay.

In 2016, through the bureau’s efforts in marketing, 250,000 visitors

representing 45,305 group rooms contributed to the local economy.

For every dollar the Convention and Visitors Bureau receives through the

visitor paid hotel tax, $10.20 is returned to the local economy. It is our

goal to give a successful financial return on the investment that the City of

Bloomington, the Town of Normal and the State of Illinois has granted us.

In this annual report we have noted our accomplishments in 2016. Our

significant partnerships with hotels, attractions, local and state governments,

athletic partners, volunteers and corporate sponsors make these

accomplishments possible.

We are all working together to make a difference in McLean County!

C R Y S T A L H O W A R DDIRECTORBloomington-Normal Area Convention and Visitors Bureau

Staff and Board | 1

BoardMEMBERS

S C O T T B L A C KBNACVB BOARD SECRETARY / TREASURERAlderman

City of Bloomington

K A T H L E E N L O R E N ZCouncilmember

Town of Normal

K E V I N M c C A R T H YCouncilmember

Town of Normal

C H A R L I E M O O R EMcLean County Chamber of Commerce

R O N N M O R E H E A DBNACVB BOARD CHAIRBN Trades & Labor

S T E V E N E W M A NBN Sports Commission

T A R I R E N N E RMayor of Bloomington

D A V I D S E L Z E RMcLean County Board

C R Y S T A LH O W A R DDIRECTORCrystal@visitbn.org

M A T TH A W K I N SSPORTS MARKETING MANAGERMatt@visitbn.org

R A C H A E L B E H R E N SGRAPHIC DESIGN &WEB MANAGERRachael@visitbn.org

B R I EL O H RCOMMUNICATIONS & MARKETING COORDINATORBrie@visitbn.org

K Y L ED A V I SSALES MANAGERKyle@visitbn.org

S A M A N T H AM O R E H E A DTOURISM MARKETING MANAGERSamantha@visitbn.org

StaffMEMBERS

FinancialINFORMATION

E X P E N D I T U R E S

R E V E N U E

2 | Financial Information

34% OPERATING EXPENSES

21% SPORTS MARKETING

17% ADVERTISING

13% ADMINISTRATIVE EXPENSES

11% RETENTION / ATTRACTION FUND & CONTRACTUAL OBLIGATIONS

4% PUBLICATIONS

38% CITY OF BLOOMINGTON - HOTEL TAX

28% STATE OF ILLINOIS - GRANT

17% TOWN OF NORMAL - HOTEL TAX

13% OTHER INCOME

4% SPORTS COMMISSION

BN by the Numbers | 3

BN by the

NUMBERS

FOR EVERY $1 OF HOTEL TAX RECEIVED$10.20 IS RETURNED TO THE

LOCAL ECONOMY.

E C O N O M I C I M P A C T

$7, 067, 580H O T E L T A X D O L L A R S

$693, 000H O T E L R O O M N I G H T S

45, 305V I S I T O R S

247, 156

Sales Objectives | 5

Networking

Below are some of the 2016 networking activities the

BNACVB participated in with national, state and local

organizations.

• Abraham Lincoln National Heritage Area

• American Bus Association

• Association for Women in Communications

• Bloomington Kiwanis Club

• Bloomington-Normal Hotel and Lodging Association

• Downtown Bloomington Association

• Illinois Council of Convention and Visitors Bureaus

• Illinois Hotel and Lodging Association

• Illinois Route 66 Association

• Illinois Society of Association Executives

• McLean County Chamber of Commerce Events

• McLean County Chamber of Commerce Next

Professionals

• National Association of Sports Commissions

• National Tour Association

• Route 66 Scenic Byway

• Sports Illinois

• Sunrise Rotary

• Uptown Normal Partners

Tradeshows and Conferences

AMERICAN BUS ASSOCIATION (ABA) TRADE SHOWLouisville, KY • 18 Appointments

ILLINOIS GOVERNOR’S CONFERENCE ON TRAVEL & TOURISM

ILLINOIS SOCIETY OF ASSOCIATION EXECUTIVES (ISAE) CONVENTION & TRADESHOWSpringfield, IL • Networked with over 50 Association Meeting

Planners

ISAE SUMMER SESSIONChampaign, IL • Networked with over 75 Association Meeting

Planners & Industry Partners

ISU PREVIEW EXPO

LOCAL SALES BLITZ ON RELIGIOUS MARKET

NATIONAL ASSOCIATION OF SPORTS COMMISSIONS’ SPORTS EVENT SYMPOSIUMGrand Rapids, MI • 15 Appointments

ROUTE 66 MILES OF POSSIBILITY CONFERENCE Bloomington, IL • 95 in attendance from 11 different states

ROUTE 66 MOTHER ROAD FESTIVAL Springfield, IL • Networked with over 200 people

TWIN CITIES SHOWCASE

American Bus Association

BNACVB

Annual Luncheon

Illinois Office of TourismPress Conference

Governor Rauner speaking at the

Illinois Governor’s Conference

on Travel & Tourism

B ee N ergized

at one of Bloomington-Normal’s five premier golf courses.

We’re serious about sports!

www.PrairieVistaGC.com

www.HighlandParkGC.com

www.GolfIronwood.org

www.ISUGolf.com

JUNE 26-29, 2016www.TheYouthClassic.com

VisitBN.org / 800.433.8226

An Arnold Palmer Signature Golf Course

the

at FOX CREEK

www.TheDenGC.com

Be iNdulged

with over 65 unique eateries in

BLOOMINGTON-NORMALUse #VisitBNdining for a chance to win a gift card!

FA R M TO F O R K • C R A F T B E E R F E S T I VA L S • TA PA S

VisitBN.org \ 309.665.0033

6 | Marketing Strategies

Marketing STRATEGIES Print Publications

The BNACVB advertised in 12 print publications in 2016 which

reached a circulation of 1,340,100 people. Some of the major

publications included: Chicago District Golfer, Food Traveler

Magazine, Midwest Meetings, Sports Destination Management

and Travel Illinois. These advertisements help attract visitors

and showcase our area’s top attractions.

Radio Announcements

The BNACVB recorded weekly radio spots that highlighted

local events submitted on our website such as festivals,

sporting events, concerts and more. They were broadcast on

the local stations WGLT, Magic 99.5 FM, Bob FM and WJBC.

Digital Billboards

Each month, custom-designed billboards were displayed to

welcome convention groups and highlight local events and

activities submitted on our website. The digital billboard is

located on the corner of Lincoln Street and Veterans Parkway,

making it convenient for incoming visitors to view.

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Partners in Promotion

Partners in Promotion is a grant program that the BNACVB

offers to organizations hosting tourism events in McLean

County. Listed below are the events that the BNACVB

awarded Partners in Promotion grants to in 2016.

• Champagne British Car Festival

• Cultural Festival

• Danvers Days

• Downtown Bloomington Association Farmers’ Market

• Festival of Trees

• Front Street Music Festival

• Kite Fest 2016

• Lincoln’s Festival

• Sugar Creek Arts Festival

Marketing Strategies | 7

Social Media

The BNACVB continued to use the hashtag #VisitBN, which

allows followers to share with us what they love about the

Bloomington-Normal area. We also continued to highlight

attractions through “Tour Tuesdays,” and participated in Enjoy

Illinois’ weekly Instagram challenge.

Media Highlights

I N T H E N E W SBN was highlighted in the following publications in 2016:

FOOD TRAVELER MAGAZINE“With its annual festivals, restaurants, bars and live

entertainment, Bloomington-Normal offers both world-class

culture and small-town rural charm.”

THE NEW YORK TIMES“…I would spend days following the David Foster Wallace

Places of Significance map of haunts from his teaching days

that the Bloomington-Normal Area Convention & Visitors

Bureau helpfully supplies.”

ROUTE 66 MAGAZINE “On your next trip down the Mother Road, consider spending

some time in historic and iconic central Illinois, USA. You will

be amazed at what these places have to offer.”

P R E S S R E L E A S E S In 2016, 27 press releases were sent to the local media

to inform them about upcoming sporting events, major

conventions and events.

A S O F 2 0 1 6 , W E H A D O V E R . . .

2,701 F A C E B O O K L I K E S

2, 381 T W I T T E R F O L L O W E R S

940 I N S T A G R A M F O L L O W E R S

8 | Marketing Strategies

Marketing STRATEGIES BNACVB Websites

The BNACVB and Sports Commission own and operate

three different websites. Listed below are the numbers

of pageviews along with a description of each website.

Pageviews are the total number of pages viewed on the

website.

V I S I T B N . O R G590, 389 PAGEVIEWSThis site provides visitors with information regarding

everything they need to know about BN. Also included on our

website is our blog, BN Life, which features monthly posts on

various topics regarding holiday activities, self-guided tours

and major events.

T H E Y O U T H C L A S S I C . C O M34,455 PAGEVIEWSThe Youth Classic website enables event attendees to register

for the tournament, obtain information regarding tournament

updates and to view tournament results.

M I D W E S T N A T I O N A L S . C O M15,878 PAGEVIEWS The Midwest Nationals website allows viewers to register for

the tournament, learn about the history of this event and view

tournament updates and results.

Marketing Strategies | 9

Visitor Guide

Once a year, the BNACVB creates an official visitor guide

that includes a complete list of restaurants, attractions,

accommodations, annual events and local area information.

In 2016, a total of 36,200 guides were printed and distributed

at conventions, sporting events, local hotels, businesses and

tourist information centers.

Other

In addition to our advertising and marketing materials, listed

below are other BNACVB marketing tools created for the

education of visitors and locals about BN.

T O U R I S M T I M E S N E W S L E T T E R Sent quarterly, our newsletter includes information on

conventions, major events, trade shows, conferences and a

highlighted tour or attraction.

K I O S K S The BNACVB owns and operates four different kiosks. These

kiosks enable viewers to obtain information in a convenient

way through the display of our VisitBN website. There was

a total of 3,343 sessions in 2016, which means visitors and

locals are taking advantage of this resource. The kiosks are

located at the following attractions:

• Cruisin’ with Lincoln on 66 Visitors Center

• David Davis Mansion

• Eastland Mall

• ISU Bone Student Center

V I S I T O R C O U P O N B R O C H U R E 30 different BN businesses, restaurants and attractions

participated in our annual coupon brochure, which is

distributed to visitors, convention and tour groups and at

sporting events.

E - B L A S T S In 2016, several e-blasts were created to target tour operators

in promotion of major events held in BN. These events

included summer festivals and Route 66.

10 | Sports Commission

SportsCOMMISSION Sports Commission Owned Events

T H E Y O U T H C L A S S I C With the support of a strong steering committee, generous

sponsors and six local golf courses, the 15th annual golf

tournament featured 350 youth golfers. These golfers ranged

in age from 3-22, and represented 8 different states.

M I D W E S T N A T I O N A L S W R E S T L I N G T O U R N A M E N T The 2016 wrestling tournament hosted over 1,100 wrestlers

for the second straight year. These wrestlers, representing

18 different states, were joined by Olympic Champion and

wrestling legend, Dan Gable, who kicked off the 13th annual

event.

S T A T E F A R M S T U D E N T- A T H L E T E R E C O G N I T I O N B A N Q U E T Organized by the Sports Commission, Special Olympics

Illinois, WJBC, You Name It Sports and State Farm,

the banquet recognized 11 local high school athletes,

coaches, teams, Special Olympics athletes, etc. for their

accomplishments on and off the field of play. Former NCAA

National Soccer Player of the Year, Ashlee Pistorius-Slayback,

delivered an uplifting message to the 150 attendees.

The Bloomington-Normal Area Sports Commission is the Sports Marketing division of the BNACVB and provides leadership, guidance and expertise in attraction and administering amateur sporting events for the BN area.

The Youth Classic

Midwest Nationals

Wrestling Tournament

State Farm Student-AthleteRecognition Banquet

Sports Commission | 11

Events

The BNACVB / Sports Commission served on the local

organizing committee for the following successful events:

• Bloomington Criterium

• IHSA: Boys Golf, Competitive Cheerleading, Competitive

Dance, Dual Team Wrestling, Girls Basketball, Volleyball

State Finals

• State Farm Holiday Classic

Executive Board

The Sports Commission Board’s role is to provide guidance

and to carry the mission of the Sports Commission in

partnership with the BNACVB. Board members include:

JOHN ALTHOFFBN Sports Commission Chair

State Farm

DENISE BALAGNABloomington Parks & Recreation Department

JIM BENSONThe Pantagraph

LEANNA BORDNERIllinois State Athletics

WILBERT DAVIS

CARY FREYNormal Parks & Recreation Department

STAN LEWISNormal Community West High School

KATHLEEN LORENZCouncilmember, Town of Normal

STEVE NEWMAN

BETH SAUSERIllinois High School Association

JON VOEGELEBN Sports Commission Vice Chair

COUNTRY Financial

MIKE WAGNERIllinois Wesleyan Athletics

RICH ZELLERAvanti’s Italian Restaurant

Bloomington Criterium

IHSA Dance

IHSA Volleyball

State Farm

Holiday Classic

Ryburn Place

12 | Looking Ahead

Looking AHEAD New in 2017

R Y B U R N P L A C ESprague’s Super Service was completed in the early 1930s

by local contractor William W. Sprague, with a restaurant,

gas station and garage to meet the needs of travelers along

Route 66. The building is currently being restored by Terri

Ryburn. When restoration is complete, the building will

house Ray’s Coffee Shop, Hazel’s Tea Room and Bill’s Garage

Theatre. Opening is scheduled for March 2017.

T H E R A D I S S O N H O T E LSlated for a late 2017 opening, the new Radisson hotel will be

located at 8 Traders Circle in Normal. It’s projected to have

158 guestrooms and a 12,000-square foot conference center.

D E S T I H L B R E W E R YDestihl Restaurant and Brew Works is opening its own

47,000-square foot brewery, which is scheduled to open in

the spring. The facility will also include a 6,300-square foot

beer hall & outdoor beer garden, featuring the bold flavors

of DESTIHL’s beer and food to enjoy in-house or carry-out.

Guided tours will be available of the facility.

S I G N A G EBloomington-Normal has been designated one of the six

official Gateway Communities to the Abraham Lincoln

National Heritage Area. A sign detailing this information will

be placed along the interstate. This new signage will attract

visitors into our community and with all the attractions we

have to offer, we look forward to giving them a memorable

experience.

The Radisson Hotel

Destihl Brewery

Signage

Looking Ahead | 13

Strategic Planning

Members of the Bloomington-Normal Area Convention and

Visitors Bureau Board of Directors met in July 2016 to ideate

the future growth and direction for the destination and the

organization. The Board evaluated new ways to increase

visitors to the County.

2 0 1 7 - 2 0 1 9 G O A L S• Enhance the awareness, appreciation and support of the

BNACVB and the visitor economy in the region

• Human resources and staff development

• Articulate and advocate for destination enhancing

development

• Enhance the governance and Impact of the BNACVB

M I S S I O N S T A T E M E N TThe Bloomington-Normal Area Convention and Visitors

Bureau works to enhance the region’s economic vitality,

sustainability and quality of life by marketing the county as a

compelling destination.

V I S I O N S T A T E M E N T The Bloomington-Normal Area will be a top of mind

destination where people just want to be, enjoying a unique

and diverse collection of experiences.

Hotel and Attractions Meeting

The BNACVB sales staff hosted a hotel/attractions meeting

at Miller Park Zoo. The purpose of the meeting was two-fold:

• To educate our hotels and attractions about the

BNACVB projects currently underway, as well as

programs to be implemented in the future

• To allow our hospitality community members to network

with each other to ultimately offer our visitors an

improved experience when in Bloomington-Normal

A survey was emailed through Survey Monkey to all of the

hotels and attractions in order to gather feedback regarding

their relationship to the BNACVB and what things could be

improved on. Some of the responses included:

• “Fantastic, staff is always helpful and accommodating to

my hotel’s needs!”

• “It seems to be going well. More festivals”

• “Continue to keep us updated with events/needs”

• “Promotional opportunities and regional tourism

initiatives”

• “Quarterly meetings”

• “One page informational sheet on events in the

community”

Uptown Station

Hotel and Attractions

Meeting

Miller Park Zoo

BLOOMINGTON-NORMAL AREA CONVENTION AND VISITORS BUREAU

3201 CIRA Drive, Suite 201, Bloomington, Illinois 61704

VisitBN.org \ 309.665.0033