2012 - Iowa City/Coralville Area CVB

FY12 Annual Report
Proudly presented by
I
t was an honor this past July to assume the
reigns from former and longtime Coralville
council member, John Weihe. John served on
our board a few times over the years with his
most recent service lasting just over 4 years. He
has been a fantastic leader for not only the CVB
but our entire community.
I couldn’t be more proud to help lead this vital
economic development organization and to
have the team in place that we do. There were
a lot of exciting highlights this past year. Most
recognizable was certainly the hosting of the
2012 USA Wrestling Olympic Team Trials – which
brought over 9,000 visitors to town and $5 million
dollars – but there were many equally fine efforts
Steve Parrott,
by our staff and partners. One Book Two Book
CVB Board Chair
– A Celebration of Children’s Literature in the
City of Literature and Brrr Fest are just a couple examples of new area festivals
that will attract visitors for years while adding to the incredible quality of life
we residents enjoy. Neither of those new annual attractors happen without the
leadership of our fine staff.
Our staffs’ efforts resulted in the booking and servicing of 86 conferences,
meetings, and amateur sporting events. CVB staff directly assisted groups that
attracted over 46,820 visitors who spent more than $8.9 million before leaving
Johnson County. All of this while securing future bookings that will bring in
more than $4.6 million to our
community. For every $1 of
Tourism Expenditures (millions)
hotel/motel tax that Iowa
350
City, Coralville, and North
300
Liberty invested into the CVB
250
(in just FY12) will bring a
200
return of $14.12.
150
These results don’t happen
without the hard work of
our board, staff, and most
importantly our community
partners. We have been
successful because we’re
inclusive, transparent, and
maybe most importantly
collaborative. I encourage you
to read through this report
and celebrate with us as these
successes don’t happen without
you. Our partners, stakeholders,
and community.
Thank you for your
commitment to bettering our
community and quality of
life through your continued
investment into the Iowa
City/Coralville Area
Convention & Visitors Bureau.
steve Parrott, FY12 Chairman
100
50
0
2003 2004 2005 2006 2007 2008 2009 2010 2011
Tourism Employment in Johnson County (thousands)
3.5
3.0
2.5
2.0
1.5
1.0
.50
0
2003 2004 2005 2006 2007 2008 2009 2010 2011
Visitor Tax Revenue (millions)
21
18
15
12
9
6
3
0
2003 2004 2005 2006 2007 2008 2009 2010 2011
2 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
WRes
I
f there was ever any question that
Iowa City ranks among the premier
wrestling cities in the United States,
the 2012 U.S. Olympic Wrestling Team
Trials put it to rest. After 18 months of
planning, and a Herculean effort from
organizers, area cities and hospitality
partners, the event came to fruition this
past April.
“It’s one of the biggest events we’ve
ever tackled,” said CVB President Josh
Schamberger. “Wrestling is almost
a religion here in Iowa. We never
underestimated the significance of
the opportunity to bring the Trials
to Iowa City.”
By any measure, the 2012 U.S.
Olympic Wrestling Trials were
a spectacular success.
• 54,000 spectators filled Carver
Hawkeye Arena during the four
sessions over two days,
shattering every previous
attendance record.
• More than 200 athletes
participated in the three
Olympic styles of the
sport - men’s freestyle,
Greco-Roman and
women’s freestyle
• 240 members of the
media attended
• The projected economic
impact of the Olympic
Trials on Johnson County
was $5.6 million
Undertaking an event of this
magnitude is not without risks,
but everyone involved rallied
together to deliver a superior
experience for the athletes,
stling Trials
their coaches and the fans. “Since I
came to Iowa in 2006, the collaboration
between the area cities and Hawkeye
Athletics has been tremendous. So my
expectations for the Olympic Trials
were high to begin with. From day one,
the collaboration was phenomenal and
exceeded all expectations. Everyone
involved had great confidence the Trials
would be successful,” said Gary Barta,
Director of Athletics at the University of
Iowa.
“Josh (Schamberger) and the whole
team at the CVB were just fantastic,”
said Matt Getz, Assistant Director of
Event Management. “The workload
they took on for the Olympic Trials
was extraordinary. They were always
helping out and working to plug us
into other areas of the community. For
example, Josh helped us coordinate with
Nick Arnold at the SSMID, who in turn
developed the ASICS FanFest. That was
great fun for the wrestling fans and
gave them a different way to experience
Iowa City between sessions.”
The event would not have
been possible without the
united commitment of area
cities, hotels, restaurants and
everyone at University of
Iowa Athletics. “Their attitude
was never about what they
had to do. Instead, people
were always asking, ‘What
can we do to help make this a
success?’” Getz added.
In addition to bringing
thousands of fans to the
Iowa City area, the 2012 U.S.
Olympic Wrestling Trials also
raised awareness of Iowa City
around the country.
“The Trials were a prime opportunity to
bring Iowa City to the attention of the
US wrestling community. This wasn’t
a University of Iowa event, or even an
Iowa event. This was a national event to
build USA Wrestling,” said Les Steenlage,
Assistant Athletic
Director, Event
Promotion.
Of course, one
cannot think of USA
wrestling without
thinking of Dan
Gable, who all agree
contributed greatly to
the success of the 2012
U.S. Olympic Wrestling
Trials. “It was such a
powerful statement to
have his involvement,”
Barta said.
The U.S. Olympic Wrestling Trials
certainly brought many tangible
benefits to the Iowa City area. But the
significance of the Trials extends beyond
economic impact or national exposure. At
its heart, this event was about delivering
a great experience to the athletes who
came to Iowa City after years of working
toward an Olympic
dream.
“The Trials were a prime
opportunity to bring Iowa
City to the attention of the
US wrestling community. This
wasn’t a University of Iowa
event, or even an Iowa event.
This was a national event to
build USA Wrestling,”
“It was a joy to
work with Dan Gable on this event,”
Schamberger added. “He and Tom
Brands closed the deal to bring the
Olympic Trials here and are such
remarkable ambassadors for the sport
of wrestling.”
“I’ve probably been
to thousands of
athletic events,”
Barta said. “And
these Olympic
Wrestling Trials truly
demonstrated the
thrill of victory and
the agony of defeat
on a very personal
level. You saw an
Les Steenlage, individual athlete’s
Assistant Athletic Director, experience right
University of Iowa there on the mat.”
Getz added, “How often do we get to be
a part of something like this? Everyone
involved pulled together to help the
athletes try to make their Olympic
dreams a reality.”
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 3
CVB sAles
ConFeRenCe/sPoRts sAles & seRViCing
W
hen asked to sum up what
defined 2012 for Conference
Sales & Servicing at the Iowa
City/Coralville Area Convention and
Visitors Bureau, CVB Director
of Sales Anissa Wolfe said,
“Diversity.”
in 2012 included: The Iowa Dental
Association, Iowa Questers, Sokka Gakkai
International (worldwide Buddhist
network), Old Sleepy Eye Collectors Club
quality experience,” she said.
Haman noted critical, and improving,
logistical reasons to choose the Iowa
City/Coralville area. “It’s easy to
drive here given our proximity
to major interstates and we have
excellent accessibility from the
Eastern Iowa Airport. In the past,
we have lost conference bids due
to airfare issues but the Airport
is making great progress in that
area. The addition of Frontier
Anissa Wolfe Airlines service is making fares
Director of sales, CVB much more competitive for
groups and individuals,” she said.
and The Iowa Recycling Association.
Neal Roth, General Manager of the
Eastern Iowa Airport Director Tim
Holiday Inn Express Hotel & Suites in
Bradshaw emphasizes the importance
Coralville, values the diversity of the
of convenient air travel to the area,
area and appreciates the hard work
and the Airport’s commitment to
by the CVB to expose more visitors to
ensuring it. “Without a competitive
it. “I take a great deal of pride in our
and viable airport, a community loses
community and the CVB team does a
the opportunity to attract and retain
fantastic job bringing awareness of all
businesses that require travel as part
the things we offer here. They partner
of their business model and sends
well with the University and other
travel dollars out of the area as people
entities, and consistently execute events
leave the region or state to fly to their
at a very high level.”
destinations. The Eastern Iowa Airport
offers direct service to 8 of the 10 top
Many of the groups that hold events in
originations and destinations of its
the Iowa City area are based in Iowa
travelers and works closely with both
or the Midwest region. Wolfe sees an
the Iowa City/Coralville Area and Cedar
opportunity to attract groups from
Rapids Area CVB’s,” Bradshaw said.
farther afield based on the feedback she
While the CVB actively bids on and seeks
has received.
to attract new conferences to the area,
Wolfe is particularly proud of their track
“Groups from out of state often arrive
record of nurturing ongoing relationships.
with a preconceived notion of Iowa.
“Our Midwestern values mean that
Once they get here, they realize how
much we have to offer. It’s not as hectic relationships are big here. We continue
to communicate with people even after
here as it is in large cities, and it’s
their event is over and they think about
typically a more economical choice. We
us when it’s time to plan the next one,”
offer great quality of life for visitors as
she said.
well as residents and we provide a high
“the fact that we are able to attract, amuse and
host such diverse groups is a testament not only
to the wide variety of amenities the area offers,
but also the high level to which we are able to
execute an excellent experience.”
While the 2012 U.S. Olympic
Wrestling Trials was certainly
the largest event the area hosted,
the range of groups visiting the
area in the past year was also
impressive. “There is a group
or association for just about
anything you can think of,”
Wolfe said. “The fact that we are able
to attract, amuse and host such diverse
groups is a testament not only to the
wide variety of amenities the area offers,
but also the high level to which we are
able to execute an excellent experience.”
CVB Vice President Laurie Haman agrees
and added, “Residents of the Iowa City/
Coralville area are open to a wide
variety of people and organizations.
Plus, the University of Iowa is an
attractive magnet for specialized groups
in fields such as medicine, education and
athletics.”
In addition to the Olympic Trials, the
University of Iowa hosted the 2012 Big
Ten Men’s and Women’s Swimming
and Diving Championships in the new,
$69 million state-of-the-art Campus
Recreation and Wellness Center which
brought approximately 5,000 visitors to
the area. The University also hosted three
other Big Ten Championships and NCAA
Zone Diving.
The wide range of other groups who
chose the Iowa City area as their host
4 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
A FeW oF tHe 86
gRoUPs tHe CVB
BooKeD/seRViCeD in
FY12...
Often an existing relationship can lead
to a new one. For example, because
the area has such a strong reputation
as a superior RAGBRAI host, RAGBRAI
director T.J. Juskiewicz had no hesitation
recommending the Iowa City/Coralville
Area to host the National Bicycle Tour
Conference in 2013.
“It’s really refreshing to work with
the team at the Iowa City/Coralville
Area Convention and Visitor’s Bureau,”
Juskiewicz said. “Everything they do is
thought out in a professional manner.
We have a comfort level with them based
on the other statewide events we’ve
held in the area and we just knew we’d
be taken care of. When we approached
the staff at the CVB about hosting this
national event, they jumped right in.”
As 2013 approaches both Haman and
Wolfe look forward to welcoming
more groups, with a diverse spectrum
of interests, to the rich tapestry of
opportunity the Iowa City/Coralville
Area has to offer.
Area organizations/associations CVB staff is directly involved...
American Diabetes Association
ASA Softball
Bookmarks Committee
Boy Scouts
BrrrFest Committee
City of Coralville Civil Service Commission
Coralville Center for the Performing Arts
Destination Marketing Assn International
EPIC
Eastern Iowa Airport Commission
Eastern Iowa Tourism Association
Girl Scouts of Eastern IA & Western IL
Hawkeye Area Council Camp Conservation
Committee
Hawks Nest
Iowa Children’s Museum Gala
Iowa City Area Chamber Community
Leadership Program
Iowa City Dog Obedience Club Board of
Directors
Iowa City Downtown District
Iowa City Golf Association
Iowa’s Creative Corridor Business Alliance
Iowa Cultural Corridor Alliance
Iowa Great Places
Iowa Meetings Association
Iowa Society of Assn Executives
International Festivals & Events Assn
KCCK 88.3 Advisory Committee
Muscular Distrophy Association
Meeting Professionals International
North Liberty Centennial
One Book Two Book
St. Thomas Moore Catholic Church
Special Olympics
Summer of the Arts Marketing Committee
The Red Shamrock Foundation
Travel Federation of Iowa – District Leader
Trojan Baseball
UNESCO City of Literature
United Way of Johnson County
Winterfest Committee
4 C’s
American Assn Endocrine Surgeons
American Legion of Iowa
AnimeIowa
Army Corps of Engineers
Belin and Blank Center
Burrus Seed
Cruising for the Kids
Delta Chi Fraternity
East West School
Eastern Iowa Futures
Gamicon Phi
Girl Scouts of Eastern IA & Western IL
Girls High School State Tennis
Hawkeye International Trucks
High School Honor Choir
IMPACT Conference
International Harvester Collectors Annual
Convention
Iowa Assn of Legal Assistants
Iowa Assn of Student Financial Aid Administrators
Iowa Bankers Assn
Iowa Broadcast News Assn
Iowa Credit Union League
Iowa Culture and Language
Iowa Dental Assn
Iowa Family Development Advocacy
Iowa Fire Chiefs Assn
Iowa Fraternal Order of the Eagles
Iowa Limestone Producers Assn
Iowa Museum Assn
Iowa Neurological Assn
Iowa Questers
Iowa Rehabilitation Assn
Iowa State Athletic Directors Convention
Jingle Cross Rock
Lions Club
Midwestern Higher Education Compact
Natl. Marble Meet
North America Saab Club Annual Convention
North Central State Chapter of Multiple Sclerosis
Society
Ntl Bicycle Tour Directors Assn
Old Sleepy Eye
Pioneer Hi-Bred
Pioneer/JR Equipment
Public Works Assn
Singleton Ag.
Sokka Gakkai
Speedo Champions Series
UI College of Medicine
UI Molecular and Cellular Biology
UI Wrestling
University of Iowa College of Engineering
University of Iowa Fraternity and Sorority Life
University of Iowa Graduate College
University of Iowa Information Technology
Services Dept
University of Iowa Pediatric Dentistry
University of Iowa Religious Studies
University of Iowa Residence Life
University of Iowa Dept of Education
University of Iowa MBA
US Military
USA Wrestling: 2012 Olympic Team Trials
VA Pharmacology and Therapy
Wendt Touring
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 5
S
pecial Events is a full time
department at the Iowa City/
Coralville Area Convention and
Visitors Bureau and the schedule for
2012 proved it. Special Events Director
Jillian Jorgensen, with the help of
talented interns, helped execute a
number of successful events throughout
the area that attracted both residents
and visitors alike.
one Book two
Book Festival
Jorgensen began the year by working
with the UNESCO City of Literature on
the One Book Two Book festival events
held on Saturday, January 14, 2012. She
coordinated with local authors, trade
show exhibitors and book stores to
create the Children’s Book Fair, which
attracted more than 5,000 attendees.
BRR-Fest
Later in January, the
CVB, City of Coralville
and Backpocket
Brewery collaborated
on a winter beer fest.
This event, held at the
sPeCiAl
Marriott Hotel and Conference Center at
the Iowa River Landing, featured beers
from over 47 breweries around the
Midwest. This event was so successful tickets sold out well in advance - that
the second annual BRR Fest has been
planned for January 26, 2013.
“We love to help new events and
festivals like this get off the ground,”
Jorgensen said.
UiCH
open
The third annual
University of Iowa
Children’s Hospital
Open golf outing was
held on June 21 - 22
at Brown Deer Golf
Course. To say it was
a success is putting it
mildly. In Jorgensen’s
words, “We had more
sponsors than ever,
more golfers than
ever and more silent auction donations
and sales than ever.”
The event raised $40,000 for the new
University of Iowa Children’s Hospital.
This success is due in no small part to
the generosity of presenting sponsors,
RTL Equipment Inc., PODS, and Touchless
Car Washes of Iowa, as well as
the continued support
of the Kirk & Mary
Ferentz and Nate & Sam
Kaeding families.
6 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
“University of Iowa Children’s Hospital
and the UI Foundation are grateful for
the support generated through the UI
Children’s Hospital Open. The Iowa City/
Coralville Area CVB is an organization
with which we are proud to be affiliated.
Every event their staff executes is
professional and top-notch, and we
especially benefit from Jillian’s incredible
attention to detail,” said Sheila Baldwin,
Assistant Vice President of Development,
UI Children’s Hospital/UI Foundation.
4th Annual FRY fest
This year’s FRY fest, sponsored by the
Eastern Iowa Airport, was held on
Friday, September 7 and marked the
35th anniversary of the renewal of
the Iowa/Iowa State football rivalry.
Hawkeye fans welcomed Coach Hayden
eVents
Fry back to the event held in his honor.
The “Celebration of All that is Hawkeye”
featured an outdoor concert with Sara
Evans and special guest Lee Brice, the
FRY fest car show and the Hawkeye
Collector’s Showcase.
An event highlight was a visit from the
HISTORY Channel’s American Pickers
star Frank Fritz who, along with local
Hawkeye expert Herb Staub, valued
Hawkeye memorabilia and answered
attendees’ questions about collecting.
Ever the gracious hosts, FRY fest
welcomed Cyclone fans as well as
Hawkeyes to the party. “FRY fest this
year was a great opportunity
to pull in Iowa State fans and
make them feel welcome to
our area,” said Coralville City
Manager Kelly Hayworth. “This
event gives the area great
exposure and encourages
people who come in for
the football game to stay in the
area longer...driving significant
overnights to the entire area.”
what is happening elsewhere in the
world, and bring it back home to help
organizations in this area apply these
new ideas here.”
For 2013, Jorgensen looks forward to
continued work
with the newly
formed Iowa
City Downtown
District, where
she served on
the committee
to develop the
April 21-22, 2012
Downtown Iowa City ASICS FanFest
event held
during the 2012
Olympic Wrestling Trials. She also looks
forward to continuing her involvement
Also in September, Jorgensen and CVB
with the City of Iowa City’s Summer of
President Josh Schamberger attended
the Arts marketing committee.
the 57th Annual
A significant
International Festival
area of focus for
and Events Association
the coming year
conference in Denver
will be the North
where they were
Liberty Centennial
joined by over 350
celebration.
event planners from
Jorgensen is
around the world.
Presenters included
excited about
representatives from
continuing
high profile events
to work with
such as the London
the organizing
2012 Olympics and the
committee on this
Kentucky Derby.
year-long event,
along with CVB
“We’re already
Vice President
utilizing ideas we learned about at
Laurie Haman.
the conference,” Jorgensen said. “It’s
important to go to these events, see
“I really see Special Events at the
CVB as a connector; joining area
organizations together with new
opportunities,” she said.
inspiration for
the Future...
FAN
FEST
For 2013, Jorgensen looks
forward to continued work
with the newly formed iowa
City Downtown District, where
she served on the committee
to develop the AsiCs FanFest
event held during the 2012
olympic Wrestling trials
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 7
sPeCiAl
noRtH liBeRtY CentenniAl
G
iven all the development in
North Liberty in recent years, one
could be forgiven for thinking
of it as a fairly new town. But in fact
this community north of Iowa City/
Coralville, first settled in the 1800s by
John Gaylor and Alonzo C.
Dennison, was officially
incorporated in
November 1913.
Beginning this
month, North
Liberty is set to
commemorate
their Centennial
Celebration with
a full year of
special events the
whole region is
invited to enjoy.
Back in 1913, fewer than
200 residents lived in North
Liberty. One hundred years later, the
population has multiplied 65 times over
and the Centennial celebration is full
of activities designed to appeal to the
broad range of people who now call the
city home.
“North Liberty doesn’t look like a
very old community but there is a
lot of history here,” noted Assistant
City Administrator and City Clerk,
Tracey Mulcahey. “With the Centennial
celebration, we’re highlighting
our history while focusing on our
future with youth, families and the
community.”
Twenty-five members of the community
serve on The North Liberty Centennial
Committee, chaired by City Councilman
Terry Donahue. The CVB is also lending
a hand with Vice President Laurie
Haman and Special Events Director
Jillian Jorgensen serving on the
marketing and event planning subcommittees.
North Liberty Fun Days, Blues & BBQ
and the Salute to Summer.
Exciting activities created just for the
Centennial will include:
“The CVB was proactive in contacting
us,” Mulcahey said. “Laurie
and Jillian have been
indispensable. They’ve
been a wealth of
ideas, creativity
and practical
knowledge.”
• A community picnic at the recently
renovated Ranshaw House on Penn
Street, which has been placed on
the National Register of Historic
Places. This July event will feature
traditional activities and games.
• A contest sponsored by Isaac’s
Creamery to invent the official
Centennial ice cream flavor
• A youth talent contest highlighting
the artistic gifts of the city’s
young people
• Community members planting 100
trees to commemorate 100 years
• An outdoor event next fall that
capitalizes on the city’s extensive
trail system
The celebration
began just
this week on
November 8, 2012,
with a communitywide kickoff held
during the Iowa
City Area Chamber of
Commerce’s annual North
Liberty business banquet. The Centennial
logo, designed by North Liberty resident,
Todd Erickson, was unveiled along with
a full schedule of events. The Centennial
Committee plans to host a major activity
each month from now until November
2013, when the year-long party will
culminate with a finale gala.
“The Centennial will include several
original activities, and we will also
integrate with key festivals already
in place to create what will truly be
a year-round celebration,” said the
CVB’s Jorgensen.
The Centennial Committee is partnering
with the UNESCO City of Literature’s One
Book Two Book festival in January to
share the history of North Liberty with
the broader community. The warmer
months will feature collaborations with
8 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
“North Liberty is one of three cities in
Iowa to be recognized nationally as a
‘Playful City’ because of our parks, trails
and opportunities for play,” Mulcahey
explained. “We want to be sure to
make the most of them as part of our
Centennial celebration.”
Look for more information and a
full schedule of events for the North
Liberty Centennial in the local press,
on Facebook and Twitter, on the city’s
website: northlibertyiowa.org.
eVents
inteRnsHiP PRogRAM
T
here are several important
collaborations between the Iowa
City/Coralville Area Convention
and Visitors Bureau and the University of
Iowa. The CVB’s internship program may
not be the first of these that comes to
mind for most members, but it provides
a great opportunity for a few select UI
students and has become an essential
element of the CVB’s success.
The CVB strives to run a lean and
efficient organization, so this relationship
has terrific benefits for both the Bureau
and its interns. “We have had tremendous
success with our internship program,”
said CVB Vice President Laurie Haman.
“We recruit highly motivated young
people to help us deliver the special
events that add so much to the Iowa City
area, for both residents and visitors.”
The CVB typically hires three to five
student interns each year and they hit
the ground running, generally working 15
to 20 hours per week. These are typically
unpaid positions, but the work experience
is invaluable.
Mary Hovick recently served two
internships with the Convention and
Visitors Bureau. She first came on
board as a programming intern
for FRY fest and then returned
to plan the silent auction for
the UI Children’s Hospital
Open golf outing.
The CVB typically hires three to five
student interns each year and they hit
the ground running, generally working
team, not just an intern.”
15 to 20 hours per week. these are
“When I worked on FRY
fest, I got to be involved with typically unpaid positions, but the
every aspect of the event from
beginning to end, to see how work experience is invaluable.
it all comes together. With the
UICH Open, I was given the
responsibility to plan the silent auction,
which featured over 75 items and raised
$13,000 for the Children’s Hospital. As part
of that experience, I had the opportunity
to get to know a number of the
businesses in the Iowa City area,”
Hovick explained.
Hovick has since graduated from the
University of Iowa and is now the first
person to hold the position of Special
Events Coordinator at Scheels in the
Coral Ridge Mall.
“The experiences I had as an intern
in Special Events with the CVB have
been extremely beneficial to me in this
new position with Scheels. The events
I worked on and the people I had the
opportunity to meet through the CVB
really helped to prepare me for a full
time role in the events field,” she said.
CVB Director of Special Events, Jillian
Jorgensen looks forward to her visits
to the University of Iowa campus to
recruit students for internships. “I had
really great internships as a student
myself, beginning with Summer of the
Arts,” Jorgensen explained. “It’s certainly
my intention that we at the CVB will
continue to be great mentors and sources
of support for our interns, and that they
will continue to contribute toward the
CVB’s many successful events.”
left to right; Mary Hovick,
Bethany Welsh, Rachel Hewitt
missing is Travis Kaufman.
“The people at the
Convention and Visitors
Bureau were amazing,”
Hovick noted. “Each person
took the time to explain what
they do and how they do it. I
always felt like I was part of the
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 9
UnesCo CitY oF
I
n 2012, Iowa City’s designation as a
UNESCO City of Literature took on
new, ambitious initiatives, further
delivering on their mission to “connect
readers and writers through the power
of story.”
world of books, augments the overall
quality of life in our area, contributes to
the betterment of the community and
creates new tourism opportunities,” said
CVB President, and FY13 City of Literature
Board President, Josh Schamberger.
This “connectivity” is critical to John
Kenyon, who was appointed Executive
Director of the Iowa City UNESCO City
of Literature in May. “I want to be
very cognizant not to turn the City of
Literature into an amusement park. Iowa
City has long nurtured a strong, vibrant
writing tradition. The City of Literature
exists to provide outlets and avenues for
writers to get their work to readers and
to connect readers to the work. We seek
to create more opportunities to connect
with people who may not be exposed to
these things on a regular basis,” he said.
Highlights of the year
include two major
festivals: One Book Two
Book and the Iowa City
Book Festival.
UI International Writing Program
Director Christopher Merrill added, “We
have a great tradition of teaching writing
at the University of Iowa. The City of
Literature gives us a dynamic means of
extending out, connecting ‘town’ and
‘gown’ and reaching everybody. It is also
another way to bring the Iowa model of
the creative writing process
to more of the world.”
The Iowa City/
Coralville Area
Convention and
Visitors Bureau
continued to be a
champion for the
City of Literature
in 2012 with active
participation and behind the scenes
support. “The CVB is excited to help the
City of Literature build programming
that meets people where they are in the
one Book
two Book
“the City of
literature exists
to provide
outlets and
avenues for writers to get their work to
readers and to connect readers to the work.”
The inaugural One Book
Two Book children’s
literature festival,
presented by the Pearson
Foundation, took place
January 13 - 15, 2012 and included a
packed schedule of events to engage
children and their families in the joy
of reading. The festival began with a
Friday night “Once Upon a Time” dinner.
Mockingbird author Kathryn Erskine
was the keynote speaker and a student
from each of the
local elementary
schools read a piece
of his or her own
work to a crowd
of 250 attendees.
A day-long
Children’s Book
Fair at the Sheraton Hotel was held on
Saturday, January 14. The CVB’s Director
of Special Events Jillian Jorgensen chaired
the Book Fair committee and noted,
10 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
John Kenyon,
executive Director, iowa City UnesCo City of literature
“This was the first child-focused event
we’ve done and it was amazing. Over
3,000 people attended the Book Fair and
enjoyed author readings, a trade show
from area booksellers and many
other activities.
On Sunday, 2,200 children and their
families boarded a train at the University
of Iowa Main Library for the Reading
the Rails excursion. The train’s 40-minute
trip concluded at the North Liberty
Public Library, which hosted additional
programming.
One Book Two Book will take place again
January 11 - 13, 2013 with keynote speaker
Nancy Krulik.
liteRAtURe
iowa City Book
Festival
This three day celebration of books,
reading and writing, sponsored by the
University of Iowa Main Library, was
held from July 13 - 15, 2012. The festival
attracted approximately 2,000 people and
included a book fair, author readings,
book discussions and other programs.
Sunday, July 15th was “The Day in the
City of Literature” and featured author
readings at dozens of local businesses
throughout the Iowa City area.
In 2013, the City of Literature will be
the lead
organizer of
the event and
the Festival
will move
to October
13 - 15. “The UI
Main Library
has done a wonderful job with the
Iowa City Book Festival and created a
great foundation for us to work from.
We’re looking forward to bringing more
people to the Festival and see it as an
opportunity to expand what the City
of Literature can offer. We want to get
to the point where, when people think
about October in Iowa City, they think
about the Book Festival,” Kenyon said.
In addition to these two major events,
the City of Literature partnered with
Hawkeye Football on the Hawkeye
Readers program, celebrated Paul Engle’s
contribution to Iowa and literary life
and presented the Book Marks public art
project, among many other programs
designed to get people reading and
talking about books.
University of Iowa President Sally Mason
commented, “I am very proud of how
the City of Literature has grown from an
ambition to an award to a full-fledged
organization. Iowa City received this
designation from UNESCO because of its
world-renowned—and unique—literary
culture. But even though our community
earned this recognition thanks to the
vibrant writing life already here, the
City of Literature organization has both
helped us share our story more widely
and enhance the culture of words and
language that we enjoy and hold so
dearly. The City of Literature has brought
the university and our local communities
together
in vibrant
collaboration,
creating a
synergistic
partnership that
is not bounded
by institutional
walls or even municipal borders. The
City of Literature has helped us share our
heritage and our literary energy far and
wide.”
Kenyon is grateful for the ongoing
involvement and collaboration of
key organizations, particularly the
CVB. “We are succeeding, and we are
succeeding thanks to the good graces of
a lot of people. Josh Schamberger was
instrumental in Iowa City receiving
this designation in the first place and
he has become a mentor and friend.
Given our very lean organization,
the assistance we receive from the
team at the CVB with our financials,
program management and publicity is
invaluable. And Donna Jondle at the
CVB’s front desk is one of our best
ambassadors!”
Mason added, “I very much look
forward to the future of the City of
Literature. I look forward to imaginative
new activities and initiatives that will
further define our community as one of
the worlds’ premier centers of creativity.
I look forward to more programs that
capture and share the beauty and power
of the written and spoken word. And I
look forward to more opportunities to
share the amazing story of this City of
Literature with people here at home,
across the country, and around
the world.”
As Christopher Merrill put it, “There is
magic being created here.”
“i very much look forward
to the future of the City of
literature. i look forward to
imaginative new activities
and initiatives that will
further define our community
as one of the worlds’ premier
centers of creativity.”
sally Mason,
President, Universitiy of iowa
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 11
I
ssMiD/ioWA CitY
DoWntoWn DistRiCt
In early 2011, a small group of
volunteers came together in an effort
to further develop and better promote
the vibrancy and diversity of Downtown
Iowa City. It was agreed the improved
effort would require real investment and
strategic management to be successful.
The group decided to reintroduce the
idea of a Self-Supported Municipal
Improvement District (SSMID) in order
to fund promotional/development
initiatives and also appoint a professional
manager for the Downtown District.
The SSMID committee petitioned
commercial property owners in the
designated area for their support of a $2
assessment on every $1,000 of property
tax valuation. They also secured a
$100,000 annual investment from the
University of Iowa. The Iowa City
Council passed the final reading of the
SSMID in December of 2011.
In less than a year’s time, the SSMID has:
• become the Iowa City Downtown
District (ICDD),
• hired an experienced and professional
Executive Director,
• begun work on downtown
beautification and safety initiatives,
• organized a number of special events
such as Taste of Iowa City, Top Chef, the
USA Wrestling Olympic Trials ASICS Fan
Fest and;
• initiated public art projects, notably
BenchMarks and the Tree Huggers Project
All of these activities are designed to
enhance the Downtown experience for
residents, students and visitors alike.
The year was capped by the Iowa
City Downtown District being named
“Attraction of the Year” by the Iowa
City/Coralville Area Convention and
Visitors Bureau.
SSMID President and downtown Iowa
City business owner Karen Kubby
acknowledges that the SSMID and
ICDD are truly a product of superior
partnership.
“The collaboration between the City of
Iowa City, the University of Iowa, the
Iowa City Area Development Group
(ICAD), the Chamber of Commerce,
the CVB and our members has been
incredible. Having Josh (Schamberger)
as part of our committee to strategize on
the SSMID petition was so helpful. And
we truly value the ongoing recognition
by the CVB of the importance of
Downtown Iowa City as a destination for
visitors,” she said.
The SSMID is an example of the strong
bond between Iowa City and the
University, according to UI Business
Manager David Kieft. “Unlike some
campuses, the University of Iowa and
the city of Iowa City are physically
joined at the hip. There is a new-found
cooperation between the UI and the
City. We have a tremendous working
relationship and it’s never been better.
We all know that having a thriving,
vibrant downtown is essential
to attracting people to the
area.”
between residential, retail, hospitality,
entertainment and commercial ventures.”
she said. “All of these ventures should
promote the high quality of life, cultural
and social diversity the Iowa City area is
known for.”
CVB President Josh Schamberger firmly
believes the quality of life for area
residents has a direct impact on what we
offer to visitors. “I can draw a straight
line from local quality of life to the
visitor experience. Area quality of life is
really the promise behind our brand.”
As she continues to acclimate into her
new role, one thing is clear. Nancy Bird
wants Downtown Iowa City to be a place
where people from across the area feel
comfortable and want to spend time. “I
want the Downtown District to re-engage
with residents from all over Iowa City,
Coralville and North Liberty. Downtown
is for everyone. For people who haven’t
been to Downtown in a while, we look
forward to welcoming them back!”
“there are
key questions
Going forward, the question
about how
of how and how much to
grow will be a central issue.
we grow the
ICDD Executive Director Nancy
Bird takes the question very
Downtown District. We want to strike
seriously and supports a
balanced approach to smart
the right balance between residential,
growth principles.
retail, hospitality, entertainment and
“There are key questions
commercial ventures.”
about how we grow the
Downtown District. We want
to strike the right balance
12 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
nancy Bird,
executive Director, iCDD
AttRACtion oF
tHe YeAR
AWARDs
ioWA CitY DoWntoWn DistRiCt
A
As soon as the Iowa City Council
gave final approval on the Self
Supported Municipal Improvement
District (SSMID) in December 2011, SSMID
committee members rolled up their
sleeves and got to work on initiatives
designed to make a fundamental
difference to Downtown Iowa City and
the Northside Marketplace.
downtown is essential to attract
students, faculty and visitors to the
University,” said University of Iowa
Business Manager David Keft.
The BenchMarks project, presented by
the University of Iowa Community
Credit Union, is taking place throughout
“I am amazed at what we’ve done in the
last nine months. Without a full-time
Executive Director on board or any
real SSMID revenues,” said Karen
Kubby, SSMID Board President
and Downtown business owner.
Upcoming events will include a Black
Friday campaign to market Downtown
to fans attending the Iowa/Nebraska
game, and a Celebrate the Seasons
event the first weekend in December
and something that is literally
“warm and fuzzy.”
The ICDD partnered with Home
Ec. Workshop to deliver the Tree
Hugger’s Project. Local knitters
are creating large, colorful yarn
sweaters to wrap the trunks of
97 trees in Downtown Iowa City.
The Tree Huggers will add some
fun color and whimsy to Downtown
during the chilly grays of the Iowa
winter.
“This truly has been a ‘working
board.’ Their ownership of,
and participation in, our
activities and events has
already been tremendous.”
The SSMID was renamed the
Iowa City Downtown District
(ICDD) and, since its inception, has
supported several events to enhance
the vibrancy of Downtown and attract
visitors from all walks of life. The
popular Top Chef and Taste of Iowa City
(sponsored by MidwestOne Bank) events
were extremely successful.
“Top Chef sold out a month before
the event and we sold thousands
more tickets to Taste of Iowa City this
year,” Kubby said. “It was phenomenal.
During Taste of Iowa City, Downtown
was swarming with people, including
students and families. The University
partnership was a significant key to our
success.”
The University of Iowa has a vested
interest in the success of Downtown
Iowa City and greatly values the
partnership. “Having a thriving, vibrant
attracted wrestling fans to Downtown
and was fun for visitors and residents
alike,” Kubby said. And, since the Iowa
City Jazz Festival did not correspond to
the July 4th fireworks this year, the City
asked the Downtown District to help
create a fireworks event. They were
happy to oblige.
2012 and 2013.
BenchMarks is
large scale public art project that seeks
to brighten the landscape of Downtown
Iowa City by decorating over 100 public
benches in the District. ICDD member
Blick Art Materials provided a discount
on the painting supplies.
The ICDD committee also rallied to
deliver two Downtown events that they
hadn’t expected. “The CVB brought us
the idea of the ASICS FanFest as part of
the Olympic Wrestling Trials. Through
the prowess of interim director Nick
Arnold, we delivered an event that
As a member of the original group of
volunteers who developed the SSMID,
CVB President Josh Schamberger is
thrilled that his organization selected
the Iowa City Downtown District as
the 2012 Attraction of the Year. “Karen
Kubby’s leadership and the SSMID
board’s very hard work over the past
few years have placed the Iowa City
Downtown District on an exciting path.
I have witnessed this first hand and
couldn’t be more pleased to recognize
their efforts,” he said.
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 13
AWARDs
MeMBeR
oF tHe YeAR
CoRAlVille CenteR FoR tHe PeRFoRMing ARts
I
In the late 1990s, a citizens group
in Coralville formed “The Village
Project,” which envisioned a
home for a variety of events and
organizations including community
theatre, dance recitals, school programs,
religious services, and business
events. They identified the need for
a centralized location that would be
accessible to the community.
In 2007, local developers proposed a
public-private partnership that would
facilitate financing and construction
of the theater and include an adjacent
residential and commercial facility.
Five years later, the Coralville Center
for the Performing Arts was born at
the corner of 2nd Avenue and 5th
Street and offers a diverse schedule of
performances as well as rental space for
performing arts groups,
business meetings
and conferences, and
residents’ use.
“The Coralville Center
for the Performing Arts
was selected Member
of the Year because
of their creative and
community-based
programming, as well as
the wonderful outreach
they do to local schools,”
said CVB Vice President
Laurie Haman.
Recreation, is given the opportunity to
use the CCPA three times per year, free
of charge.
“As a parent of three elementary school
students, I cannot tell you how much
I appreciate the fact that the CCPA
offers its facilities to the schools,” said
Coralville resident Matt Falduto. “Our
school had a talent show in the space
and it was an amazing community
building event. The staff were very
helpful and easy to work with. I feel
lucky to be a part of a community that
has such a facility to enrich the lives
our children.”
“It’s amazing when the school groups
come in,” said CCPA Managing Director
Megan Flanagan. “The kids love to
have the opportunity
to perform in a real
theatre and it makes a
huge difference for the
audience when they can
see and hear properly.”
“the kids love to have the
opportunity to perform in
a real theatre and it makes
a huge difference for the
audience when they can
see and hear properly.”
The Center is also the
resident theatre for
the City Circle Acting
Company and is
always striving to give
Megan Flanagan, audiences something
Managing Director, CCPA new. “We are able
to host very high
quality work due to
the amenities here. In addition to local
Each school in Coralville, plus Van Allen groups, we have attracted visitors from
Elementary in North Liberty through
out of state by hosting tour dates from
an agreement with Coralville Parks &
performers such as singer Lorie Line,
14 • Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report
the St. Olaf Orchestra and Monticello
native, pianist Jim McDonough,” she
said.
Flanagan added, “We are a ‘quality
of life” institution, but we’re also a
community institution. We wouldn’t
be here without the tremendous
support of our community.”
Hospitality
Persons
of the Year
Awards
Les Steenlage & Matt Getz
T
The 2012 U.S. Olympic Wrestling
Trials may have been the most
ambitious undertaking for the
University of Iowa Athletics Department
last year, but it certainly wasn’t the
only one. In fact, in addition to the
Olympic Trials, the University of Iowa
hosted five Big Ten championships and
NCAA Zone Diving. And they did it all
over the course of ten weeks.
Make no mistake though, Steenlage and
Getz were instrumental in delivering
the 2012 U.S. Olympic Wrestling Trials
to our community and from the
beginning shared the excitement, vision
and passion to make it happen. “They
weren’t going to leave my office until
they convinced me we should go for
it,” said University of Iowa Director of
Athletics Gary Barta, only half joking.
The University of Iowa Athletics
Department’s Event Management team
strives to make every event - whether
a regular season game, conference
championship or Olympic Trials the best experience possible for the
athletes, coaching staff and fans of that
particular sport.
“From the moment we were awarded
the bid, Les and Matt’s work ethic and
passion was unrelenting, and they still
had to do their regular day jobs. Never
once did their commitment to excellence
waiver,” he added.
Assistant Athletic Director for Event
Promotion Les Steenlage and Assistant
Director of Event Management Matt Getz
live that mission every day. For that
reason, the CVB has honored them as,
“2012 Hospitality Persons of the Year.”
CVB President Josh Schamberger said
of Steenlage and Getz, “These two
men embody what this award is all
about. Nothing short of excellence
is acceptable. And they achieve
that excellence through tremendous
leadership and collaboration.”
Steenlage, Getz and their team handle
event hosting for 24 sports at the
University of Iowa and they make sure
each team gets the time and attention
they need. “Every fan, coach and athlete
has to feel like their event is the only
thing we’re focused on,” said Getz.
Steenlage and Getz will be the first to
tell you that there are hundreds, if not
thousands, of staff and volunteers who
make delivering excellence at University
of Iowa-hosted athletic events a priority
every day. And all of these people went
above and beyond expectations this
year. “Everyone stepped up and put
in the extra time, hours and effort,”
Steenlage said. “From the people in the
ticket office, facilities and IT to the
Event Management graduate assistants
and interns, everyone did a fantastic
job.”
Les Steenlage
Assistant Athletic Director, Event Promotion,
University of Iowa
Matt Getz
Assistant Director of Event Management,
University of Iowa
“We’re so grateful for this award and it’s
really humbling,” Getz added. “We really
can’t thank our partners enough for the
work they do every day.”
If the wall of thank you notes in
the Events Management office is any
indication, coaches and fans feel the
same way about them.
Iowa City/Coralville Area Convention & Visitors Bureau FY12 Annual Report • 15
Iowa City/Coralville Area
Convention & Visitors Bureau
FY12 Board of Directors
FY13 Board of Directors
laurie Haman
Vice President
John Weihe, Chair
Council Member, City of Coralville
Jennifer Howard
Director of Human Resources & Administration
steve Parrott, Vice Chair
UI University Communications & Marketing
steve Parrott, Chair
UI University Communications & Marketing
Allie Howarth
Director of Membership & Marketing
Mark ginsberg, treasurer
M.C. Ginsberg Jewelers
Josh sabin, treasurer
Iowa Northern Railway Co.
Donna Jondle
Visitor Services Assistant
Josh sabin, secretary
Iowa Northern Railway Co.
Coleen Chipman, secretary
Council Member, North Liberty
Jillian Jorgensen
Director of Special Events
neal Roth, Past Chair
Holiday Inn Express
neal Roth, Past Chair
Holiday Inn Express
nick Kaeding
Director of Finance
Dale Arens
UI Athletics Hall of Fame
Dale Arens
UI Athletics Hall of Fame
Kendra Kenimer
Convention Sales & Servicing Manager
Debbie Bullion
Heartland Inn
Debbie Bullion
Heartland Inn
Joshua schamberger
President
Coleen Chipman
Council Member, North Liberty
Dave Davis
Holiday Inn & Hampton Inn
Anissa Wolfe
Director of Sales
Matt Hayek
Mayor, City of Iowa City
tom gill
Council Member, City of Coralville
Jay leaVesseur
Comfort Suites / Homewood Suites
Matt Hayek
Mayor, City of Iowa City
terrance neuzil
Supervisor, Johnson County
Ritu Jain
Textiles Inc.
Jean newlin
United Fire Group
terrance neuzil
Supervisor, Johnson County
Mark Ruggeberg
Brown Street Inn
Jean newlin
United Fire Group
Matt traetow
Sheraton Iowa City Hotel / hotelVetro
Mark Ruggeberg
Brown Street Inn
CVB Mission: the iowa City/Coralville
Area CVB advances the economic vitality
and quality of life for residents and visitors as Iowa’s premier destination.
Annual Report produced by:
Laurie Haman/CodyAsh
Written by: Amy Sundermann
Mark ginsberg, Vice Chair
M.C. Ginsberg Jewelers
Iowa City/Coralville Area Convention & Visitors Bureau
900 1st Avenue/Hayden Fry Way, Coralville, IA 52241 • 800.283.6592
www.iowacitycoralvillearea.org