FY23_Q1_
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The Rockford Area Convention & Visitors Bureau (RACVB) quarterly report summarizes their activities from July to September 2022. Key highlights include launching the Rockford Peaches Fan Trail to promote local history and tourism, planning for the 10th annual Stroll on State holiday event in November, successful marketing campaigns that drove over 175,000 visitors to their website, and hosting various sports and meeting events that brought visitors and revenue to the region.
FY23_Q1_
- 1. The mission of the Rockford Area Convention & Visitors Bureau is to drive quality of life and economic growth for our citizens through tourism marketing and destination development. gorockford.com FY23, Q1 July - September, 2022 QUARTERLY REPORT ROCKFORD AREA CONVENTION & VISITORS BUREAU
- 2. RACVB MISSION STATEMENT ANOTEFROMTHEPRESIDENT/CEO TABLE OF CONTENTS The Rockford Area Convention & Visitors Bureau drives quality of life and economic growth for our citizens through tourism marketing and destination development. As we make our way through the confines of the pandemic, RACVB continues to find ways to preserve and drive quality of life and economic growth for our citizens through tourism, marketing, and destination development. During the pandemic, RACVB focused on home and finding ways for residents to appreciate and take advantage of all the assets and attractions here. Today, we can revel in that appreciation while returning to a more traditional approach to attracting visitors. The Rockford Peaches Fan Trail - launched this quarter - is a perfect example of celebrating the history of Rockford, and it also gives RACVB the opportunity to market the area to baseball fans, those who want to honor women-owned businesses, or those who hold great fondness for the Peaches. On the trail, visitors and residents alike can experience places the Peaches frequented. Stroll on State will have a milestone event with its 10th year. This event started as an idea to have a holiday tree downtown. With the return of in-person events, and a single tree lighting, we hope to see attendance back to pre-pandemic numbers. Sports events and tournaments continue to be strong in the Rockford area. The RACVB worked alongside Tough Mudder for the sixth year, and All In Volleyball included over 60 college teams and had 1,500 attendees. We look forward to increased activity in the Rockford area. DESTINATION DEVELOPMENT 2022 CRE8IV Murals 3 RAVCB NEWS Rockford Peaches Fan Trail 4 Stroll on State Turns 10 4 MARKETING Media Mentions & Placements 5 Earned Media 5 Social Media 5 Rockford Peaches Campaign 6 Website Statistics 6 SALES EFFORTS & RESULTS Sports Sales Highlights 7 Meeting Sales Highlights 7 Booking Highlights 7 Winnebago County Hotel Statistics 7 RACVB BOARD & STAFF RACVB Board of Directors 8 RACVB Staff 8 ENGAGE CONSTITUENTS ON BEHALF OF TOURISM RACVB tourism marketing and destination development efforts have broad support among key stakeholders. CREATE ECONOMIC WEALTH The Rockford region experiences growth in tourisms leading indicators. ENHANCE TOURISM PRODUCT The Rockford region offers unique and marketable experiences and venues that meet or exceed visitor expectations and enhance quality of life for citizens. PRIORITY RESULTS John Groh RACVB president/CEO Be well,
- 3. CRE8IV CONTINUES TO TRANSFORM PUBLIC SPACES Our destination development team continues to bring out the potential of the Rockford area, instilling pride among residents, with CRE8IV: transformational ART. In the summer of 2022, 10 murals on 12 walls were completed by 10 teams of artists. To date, 34 completed murals have transformed our area since 2019. In addition to Rockford, transformational art is also located in Roscoe, Rockton, Loves Park, and Pecatonica. Rockfords existing CRE8IV murals have proven themselves to be successful in generating community-pride creating a tourism experience, and spawning a positive impact on our countys tourism and hospitality partners. Buildings adjacent to current projects have reported increased foot traffic as people take photos and visit the mural sites. CRE8IV murals have been installed in 2019, 2021 and 2022. Destination Development DESTINATION DEVELOPMENT RACVB would like to thank the following sponsors for their dedication and commitment to CRE8IV Painters District Council 30, Local 607 Collins Aerospace Kjellstrom Family Foundation Brubaker Charitable Trust Workplace Rockford Area Arts Council Bill Doran Company City of Loves Park City of Rockford Amazon William Charles Construction Village of Roscoe Artist Anthony Lewellen, Mural at 917 S. Main St. Artists Ray Mawst and Brian Kehoe of OhYa Studio, Mural at 1444 Myott Ave.
- 4. RACVB NEWS ROCKFORD PEACHES FAN TRAIL LAUNCHES STROLL ON STATE TURNS 10 As tourism continues to bounce back following the pandemic, the Rockford area took advantage of outdoor activities, and the RACVB continued to promote one of the attractions that makes this area special - the Rockford Peaches. The development of the Rockford Peaches Fan Trail brought together the love of outdoors with the admiration for the beloved female baseball team. The timing for the opening of the trail coincided with the release of the Prime series A League of Their Own. The series, which told some stories the movie did not, rejuvenated the interest in the Rockford Peaches. An advance screening was held at the Coronado Performing Arts Center in July. In addition to the screening, a full slate of Fourth of July weekend activities were held celebrating the legacy of the Rockford Peaches, the 1992 movie directed by Penny Marshall and the coming Prime series. Some of the fun included free ballpark snacks, baseball games like Throw Like a Girl pitching, and 1940s music and cars outside the Coronado. Information about the Peaches Fan Trail can be found on the website, gorockfordpeaches.com, which launched at the same time. In addition, visitors can learn about the Peaches history and the impact they still have on the Rockford area on the website or by following the fan trail. Results of the marketing campaign Page 5. The planning and execution of the 10th annual Stroll on State, presented by Illinois Bank and Trust, is in full swing. RACVB hopes to see a return to pre-pandemic attendance numbers when downtown Rockford is transformed into a magical wonderland Saturday, November 26. Plans for this signature event include a return of the parade and fireworks, as well as the Dasher Dash 5K. However, this year will mark the return of the single tree lighting, a signal that it is safe to gather again. The 10th annual Stroll on State also will include favorites - Letters to Santa, inflatable balloons in the parade, ice skating at the BMO Center, Blitzens Ball, smores, hot chocolate, live entertainment, and horse and wagon rides. New this year there will be two Rockford-theme balloons in the parade. Small Business Saturday, a national movement to encourage shoppers to support local shops, will also be on full display as downtown businesses are preparing for a return to pre-2020 crowds. Dozens of businesses and organizations have stepped up to support this event so it can remain free for the community. For a full list of sponsors, as well as a list of events and activities, visit www.strollonstate.com. Amazon Primes A League of Their Own cast pose for a photo with former Womens Baseball Player Maybelle Blair Rockfords Mayor Tom McNamara helps son write a letter to Santa in 2021. 2021 Stroll on State also featured several large balloons sponsored by Hard Rock Casino Rockford
- 5. Marketing GoRockford Peaches and the Rockford Peaches Fan Trail GOROCKFORD.COM WEBSITE STATISTICS MOST SEARCHED TERMS Rockford Peaches Rockford, IL Polish Fest MOST SEARCHED EVENTS Delicate Forces Exhibit Midway Village Museum | World War II Days Rockford City Market MOST SEARCHED LISTINGS Anderson Japanese Gardens Klehm Arboretum and Botanic Garden Burpee Museum of Natural History 175,087 total website visitors Website Traffic Sources 51% Organic 15% Paid Search 15% Display 5% Social 2% Referral 9% Direct The Peaches Digital Campaign: Google: Video Distribution 160,542 Views, 498 Clicks Responsive Display Ads 15,044,723 Impressions, 62,566 Clicks Remarketing Display Ads 8,691,156 Impressions, 4,581 Clicks Facebook Performance: Social Remarketing 1,097,841 Impressions, 16,461 Clicks, (Industry average is 1%) CTR 1.5% Click to Site 1,199,157 Impressions, 19,402 Clicks, (Industry average is 1%) CTR 1.62% Source: Madden Media Ad Campaign Highlights: Overall - 17,408 Clicks, CTR 2.88% Second Best Performing Creative: Clicks- 4,849 Impressions- 234,144 Best Performing Creative: Clicks- 8,825 Impressions- 596,613 We continue to promote the Rockford Peaches Fan Trail as well as the history of the team, as a must- see for visitors in the area. The Peaches Website: gorockfordpeaches.com launched in August in conjunction with the release of the Prime series A League of Their Own MARKETING
- 6. MEDIA MENTIONS & PLACEMENTS EARNED MEDIA INSTAGRAM 37,313 page reach 14,185 followers FACEBOOK 828,365 page reach 31,067 followers TWITTER 26,257 impressions 6,619 followers Marketing SOCIAL MEDIA RACVB attracts visitors to the Rockford region by working with regional and national media outlets. Pitches focus on economic development, tourism marketing and reasons to travel to Rockford. Source: Development Counsellors International RACVB works to attract visitors by directly pitching stories to media. We focus pitches on economic development, tourism marketing and travel public relations. Source: Meltwater (July - September, 2022) $4,841,613 Ad equivalency 525,000,000 Total impressions 1,110 Number of mentions ? Forbes Magazine- New Rockford Peaches Fan Trail Goes To Bat In Promoting The Citys Past and Present (08/31/2022) 56,515,706 Impressions and $209,108 Earned Media ? Chicago Parent- Cool Adventures, Hot Summer (07/02/2022) 143,301 Impressions and $5,302 Earned Media ? Matador Network- Rockford, Illinois, Is an Outdoor Haven Perfect for a Weekend Escape from Chicago (08/04/2022) 1,336,511 Impressions and $12,362 Earned Media LINKEDIN 1,514 followers TOP FACEBOOK POST Sept 19 | 75,447 impressions Travel Writers Influencers Cindy Ladage, Travel Awaits Rachel Kawate, Instagram Facebook ? FOX 32 Chicago- Ukrainian Students Visit Sister City of Rockford, Illinois (08/04/2022) 4,229,830 Impressions and $39,126 Earned Media ? Northern Public Radio- Ukrainian Students Visit Sister City of Rockford for Respite from War (08/15/2022) 17,878 Impressions and $1,323 Earned Media ? Vacationer Magazine- Rockford, Illinois Celebrates Its Queer History and Support for Female Empowerment (08/23/2022) 22,000 Impressions and $814 in Earned Media ? Wherever Family- A League of Their Own Experiences in Rockford, Illinois (09/05/2022) 150,000 Impressions and $1,387 Earned Media ? Traveling Adventures of a Farm Girl- Garden Fun While the Weather Holds! (09/14/2022) 10,000 Impressions and $740 Earned Media TOP TikTok POST |,012 Impressions
- 7. SALES EFFORTS RESULTS SPORTS SALES HIGHLIGHTS MEETING SALES HIGHLIGHTS Sales Efforts RACVB hosted several site visits to the region to show off our sports facilities. We hosted a cheer and dance group, a basketball group, and a badminton group. We were able to showcase the UW Health Sports Factory, Coronado Performing Arts Center, Mercyhealth Sportscore Two, and the BMO Center. Two of these clients were met at trade shows attended this year. The RACVB worked alongside Tough Mudder for their sixth year at the Chicago Rockford International Airport. The race brought in over 1,000 athletes and helped fill our hotels. All In Volleyballs opening weekend took place at the UW Health Sports Factory in August. This tournament brought in 62 junior college teams from across the region and an estimated 1,500 spectators. The RACVB attended the Sports Relationship Conference in Savannah, GA, September 19-21. We met with 17 tournament directors and rights holders, marketing the region as a premier sports destination. RACVB attended the Northstar-Destination Midwest trade show in September. We sat down with 20 potential customers in Madison, WI. The conference was a great opportunity to learn more about third party booking agents, meeting the retirement club, and incentive trip planners for major industries. The RACVB also attended and serviced the Region 1 Planning Council Conference. With 170 attendees from across the state, this was one of their largest attended events. The conference was held at the Embassy Suites Rockford Riverfront and we were able to showcase Downtown Rockford. Attendees left with a great impression of our city! We assisted The Rockford Power Squadron in finding a space near the Rock River. Riverview Inn Suites was the host hotel and the RACVB provided hospitality. The RACVB continues to research and pursue association, meeting, and convention business that would be a great fit for Rockford. We will attend the Holiday Showcase, hosted by the Association Forum in Chicago, IL, November 30 - December 1. The team also provided hospitality and servicing to different groups including the Basset Hound Club of America, Special Olympics, Gods and Goddesses Poetry Slam, Secure the Bag, NAFA Illinois Fight Cancer, and West High School Class of 1977 Reunion. WINNEBAGO COUNTY HOTEL STATISTICS Year to Date Hotel Occupancy Year to Date Average Room Rate Year to Date Room Demand (rooms sold) Year to Date Revenue (in millions) $47.7 July - September 2022 The Gods and Goddess Poetry Slam October 8-9, 2022 60 room nights $38,966 EEI 2022 NAFA Illinois Fight Cancer September 22-25 400 room nights $200,00 EEI Northern Athletics Collegiate Conference Womens Golf Championship October 1-2, 2022 157 room nights $65,000 EEI 2023 Rockin Rockford AAU Grand Prix Volleyball Tournament March 10-11, 2023 800 room nights $840,980 EEI BOOKING HIGHLIGHTS EEI Total = $1,144,9466 $26.9 $39.6 2020 2021 49.5% 59.2% 62.1% 2020 2021 2022 $76.89 $87.18 $99.60 2020 2021 2022 349,973 454,204 478,563 2020 2021 2022 2022 Basset Hound Club of America Dog Show Sports Relationship Conference, Savannah, GA
- 8. RACVB Board Staff RACVB BOARD STAFF RACVB BOARD OF DIRECTORS RACVB STAFF Carol Schuster (Chair) University of Illinois College of Medicine - Rockford Tinana McCall (Vice Chair) Illinois Department of Commerce and Economic Opportunity Chad Anderson (Treasurer) Anderson Chrysler Dodge Jeep Ram Darrell Snorek (Secretary) Lamonica Beverages Nathan Bruck City of Loves Park Todd Cagnoni City of Rockford Patricia Diduch Village of Rockton Kevin Frost City of Rockford Jennifer Furst FurstStaffing Mick Gronewold Fehr Graham Engineering Environmental Bobby Holzwarth HolmstromKennedy Sonya Hoppes City of South Beloit Geno Iafrate Hard Rock Rockford Shelton Kay Crusader Community Health Dana Martin Rush Oak Park Hospital Ricardo Montoya-Picazo Office of State Representative Dave Vella Caitlin Pusateri Rockford Chamber of Commerce Jay Sandine Rockford Park District Richard Shuga Painters District Council No. 30 Local 607 Therese Thill Rockford Area Economic Development Council Patrick Thompson Winnebago County Kirk Weitzel Rock Hospitality John Groh President, CEO Chenaire Barmore Community Engagement Coordinator Janet Jacobs Marketing Assistant Lindsey Kromm Accounting Assistant Alexandria Lannon Customer Experience Marketing Coordinator Lindsay Arellano Vice President of Sales Service Nicole Blough Destination Development Events Manager Jacqui Corsi Vice President of Marketing Kara Davis Group Sales Manager Joanne Nold Vice President of Finance Julie Huber Destination Development Operations Manager Kristen Paul Vice President of Destination Development