A messagefrom the chairIt is an exciting time to be working in the hospitality industry with yet another year of record-breaking tourism tax collections in 2016. We increased Sports Marketing and Social Media initiatives and saw signifi cant results from both. In response to increased hotel inventory in 2016, Visit Duluth was able to stretch resources and expand promotional eff orts in key markets. While growth is exciting for our industry, we will diligently monitor occupancy levels, restaurant feedback and attraction attendance. We have several new initiatives already underway for 2017 and are looking forward to another fantastic year in tourism!

- Briana Johnson, Visit Duluth Board Chair

2016 AnnualReport

414MEMBERS IN 2016

New InitiativesVisit Duluth introduced an educational component to enhance our HIP (Hospitality Industry Professionals) events. It has been very successful and attendance is growing!

Sean FlahertyOwner of D & S Development (Perkins Restaurants)

Volunteer of the Year2016 Manley & Erwin Goldfine

150,509 VISITOR GUIDESDISTRIBUTED

Top 5inquiries MN WI IA IL ND

1 2 3 4 5

1.) Twin Cities Metro2.) Rochester3.) Fargo4.) Grand Forks5.) Hutchinson

By City:1.) Canada2.) Germany3.) Great Britain4.) Italy 5.) France

By Country:

TOURISMTAX

GROWTH

DULUTHOCCUPANCY

ADR &RevPAR

Membership Board ofDirectorsKen AparicioDoug BremerTony BronsonWilliam BurnsSean FlahertyGerry Goldfarb John Goldfi neElissa HansenTom Hanson

Dan HartmanBriana JohnsonGarner Moff atDavid MontgomeryBranden RobinsonDan RussellJessica StauberTom Werner

SPORTSTHE HUDDLE UP GROUP: In May, Visit Duluth engaged Huddle Up Group to lead a strategic planning process for this highly competitive tourism niche. The fi nal report was issued in August.

$8.8MSPORTS MARKETING ECONOMIC IMPACT

2016Events

MN VIKINGS WINTER FEST HOCKEY DAY MINNESOTA

CURLING NIGHT IN AMERICA

the

of partnershipsPOWER

Visit Duluth and the Duluth Hospitality Community partnered to host client events including a UMD Game, Cooking Class and Tall Ships Event. We also partnered with Explore MN Tourism to host two International FAM Tours: one from Mexico and the other from China. Both groups consisted of Tour Operators, Travel Writers, Planners and Travel Bloggers.

JUNE 2016 Travel Alliance Partners (TAP) held their Annual Conference in Duluth. A National group of tour operators experienced all the best Duluth attractions and restaurants.

Marketing

ONLINEADVERTISING:

ExploreMinnesota.com

GayTravel.com

LakeSuperiorMagazine.com

TripAdvisor.com

new in2016• 2016 was the fi rst year Visit Duluth had a year-round

outdoor campaign in the Twin Cities. The mobile truckside campaign was a huge success.

• Winter Mobile Marketing bus campaign in Thunder Bay

• Geofencing ad campaigns for various events

• SnapChat Filters for numerous event promotions

InternationalMarketing PartnersThese partnerships provide the opportunity to participate in online and print campaigns.

$22MCONVENTION SALESECONOMIC IMPACT

26,231ROOM NIGHTS

GENERATED

16TRADE SHOWS

ATTENDED

Convention Sales

NEW LEADS

REPEAT LEADS

TOTAL LEADS

21 53

42

63

57

110 +75%TOTAL LEADS UP

20,705ROOM NIGHTS

GENERATED

WEB SITE TRAFFICUnique Users: 542,013 Up 7%Sessions: 749,443 Up 2.4%

Socialmedia engagement

+39%

+101%+604% in earned local and national

exposure. Hosted travel writers from the USA, Canada, UK,

Germany, Netherlands, Finland, Indonesia, Ireland, China

and Costa Rica.

$7.3M

2015 2016

Added snapchat in 2016

SPORTSTHE HUDDLE UP GROUP: In May, Visit Duluth engaged Huddle Up Group to lead a strategic planning process for this highly competitive tourism niche. The fi nal report was issued in August.

$8.8MSPORTS MARKETING ECONOMIC IMPACT

2016Events

MN VIKINGS WINTER FEST HOCKEY DAY MINNESOTA

CURLING NIGHT IN AMERICA

the

of partnershipsPOWER

Visit Duluth and the Duluth Hospitality Community partnered to host client events including a UMD Game, Cooking Class and Tall Ships Event. We also partnered with Explore MN Tourism to host two International FAM Tours: one from Mexico and the other from China. Both groups consisted of Tour Operators, Travel Writers, Planners and Travel Bloggers.

JUNE 2016 Travel Alliance Partners (TAP) held their Annual Conference in Duluth. A National group of tour operators experienced all the best Duluth attractions and restaurants.

Marketing

ONLINEADVERTISING:

ExploreMinnesota.com

GayTravel.com

LakeSuperiorMagazine.com

TripAdvisor.com

new in2016• 2016 was the fi rst year Visit Duluth had a year-round

outdoor campaign in the Twin Cities. The mobile truckside campaign was a huge success.

• Winter Mobile Marketing bus campaign in Thunder Bay

• Geofencing ad campaigns for various events

• SnapChat Filters for numerous event promotions

InternationalMarketing PartnersThese partnerships provide the opportunity to participate in online and print campaigns.

$22MCONVENTION SALESECONOMIC IMPACT

26,231ROOM NIGHTS

GENERATED

16TRADE SHOWS

ATTENDED

Convention Sales

NEW LEADS

REPEAT LEADS

TOTAL LEADS

21 53

42

63

57

110 +75%TOTAL LEADS UP

20,705ROOM NIGHTS

GENERATED

WEB SITE TRAFFICUnique Users: 542,013 Up 7%Sessions: 749,443 Up 2.4%

Socialmedia engagement

+39%

+101%+604% in earned local and national

exposure. Hosted travel writers from the USA, Canada, UK,

Germany, Netherlands, Finland, Indonesia, Ireland, China

and Costa Rica.

$7.3M

2015 2016

Added snapchat in 2016

A messagefrom the chairIt is an exciting time to be working in the hospitality industry with yet another year of record-breaking tourism tax collections in 2016. We increased Sports Marketing and Social Media initiatives and saw signifi cant results from both. In response to increased hotel inventory in 2016, Visit Duluth was able to stretch resources and expand promotional eff orts in key markets. While growth is exciting for our industry, we will diligently monitor occupancy levels, restaurant feedback and attraction attendance. We have several new initiatives already underway for 2017 and are looking forward to another fantastic year in tourism!

- Briana Johnson, Visit Duluth Board Chair

2016 AnnualReport

414MEMBERS IN 2016

New InitiativesVisit Duluth introduced an educational component to enhance our HIP (Hospitality Industry Professionals) events. It has been very successful and attendance is growing!

Sean FlahertyOwner of D & S Development (Perkins Restaurants)

Volunteer of the Year2016 Manley & Erwin Goldfine

150,509 VISITOR GUIDESDISTRIBUTED

Top 5inquiries MN WI IA IL ND

1 2 3 4 5

1.) Twin Cities Metro2.) Rochester3.) Fargo4.) Grand Forks5.) Hutchinson

By City:1.) Canada2.) Germany3.) Great Britain4.) Italy 5.) France

By Country:

TOURISMTAX

GROWTH

DULUTHOCCUPANCY

ADR &RevPAR

Membership Board ofDirectorsKen AparicioDoug BremerTony BronsonWilliam BurnsSean FlahertyGerry Goldfarb John Goldfi neElissa HansenTom Hanson

Dan HartmanBriana JohnsonGarner Moff atDavid MontgomeryBranden RobinsonDan RussellJessica StauberTom Werner