Do o r Co unty T o urism Zo ne 2018 Annua l Me e ting Re po rt - - PowerPoint PPT Presentation
Do o r Co unty T o urism Zo ne 2018 Annua l Me e ting Re po rt June 20, 2019 1 T OURISM ZONE ANNUAL ME E T ING T ourism Zone Pre se nta tion: E xpla in Missio n Re vie w 2018 Disc uss Wha t I s Ne xt F o r 2019 Door
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T
xpla in Missio n
s Ne xt F
Door County Visitor Bure a u Pre se nta tion:
re nds
nitia tive s.
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Town of Brussels Town of Egg Harbor Village of Egg Harbor Town of Baileys Harbor Town of Clay Banks Village of Ephraim Town of Gibraltar Town of Forestville Village of Forestville Town of Nasewaupee Town of Jacksonport Town of Liberty Grove City of Sturgeon Bay Town of Sturgeon Bay Town of Sevastopol Town of Gardner Town of Union Town of Washington Village of Sister Bay
I n April 2007, te n Do o r Co unty c o mmunitie s fo rme d a T
a c c o rding to Wisc o nsin Sta te Sta tute s. Wa shing to n I sla nd jo ine d o n Aug ust 1, 2007, a nd Ga rdne r jo ine d o n Ma y 1, 2008. T he se ve n re ma ining munic ipa litie s jo ine d b y the e nd o f 2008. T he T
no w inc lude s a ll 19 munic ipa litie s o f Do o r Co unty.
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Co lle c t the ro o m ta x o n b e ha lf o f its me mb e r munic ipa litie s in a fa ir a nd
e ffic ie nt ma nne r.
Wo rk in pa rtne rship with the Do o r Co unty Visito r Bure a u to suppo rt its ma rke ting
e ffo rts in to urism pro mo tio n a nd de ve lo pme nt fo r the T
de stina tio n fo r tra nsie nt to urists who a re re a so na b le like ly to g e ne ra te pa id
K
e e p a ll pa rtie s a nd b usine ss a sso c ia te d with the T
ta x info rme d o n the Co mmissio ns a c tivitie s.
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The Tourism Zone was formed as a response to a downward trend in the number of visitors to Door County. One clear measure of this came from the State of Wisconsin’s statistics for the years 2001 – 2005. During that period, when State tourism revenue rose by 15%, Door County’s declined, resulting in a 4.2% loss of our State tourism market share. Today, twelve years after the formation of the Door County Tourism Zone Commission and the corresponding collection of room tax, the picture is very different.
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2007-2018 numb e rs a re b a se d o n a c tua l a ud it numb e rs. 2019 is b a se d o n pro je c te d re ve nue .
By the e nd o f 2019, the T
$48.6 millio n in ro o m ta x a nd will ha ve turne d o ve r a n e stima te d $32.1 millio n to
the Visitor Bureau for marketing for the period 2007−2019. Local municipalities
thro ug h ye a r e nd 2019 a re e stima te d to re c e ive $14.5 millio n fo r the pe rio d o f 2007-2019. Be c a use o f the c o mplia nc e a nd c o lle c tio ns e ffo rts o f the T
ma rke ting e ffo rts o f the Do o r Co unty Visito r Bure a u (DCVB), to urism c o ntinue s to g ro w in Do o r Co unty.
Room Tax Collections 2009-2018 grew $1,840,500 or 60.31% Millions
$2.36 $2.64 $3.06 $3.23 $3.29 $3.49 $3.64 $3.82 $4.13 $4.46 $4.66 $4.89 $4.99 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Colle c tions
Millions
Ye a r
Pr
ax Re ve nue T hr
E nd 2019
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a x Co lle c tio ns we re up 4.9% o ve r 2017 c o lle c tio ns to $4,892,212
2018 Room T ax Colle c tions
he ADR inc re a se d fro m $153 in 2017 to $162 in 2018. A $9 o r 5.88% inc re a se .
Ave r age Daily Rate
*Se e fo o tno te o n 2018 ye a r e nd numb e rs.
Oc c upie d Room Nights:
whic h wa s a n .5% inc re a se o ve r 2017.
Available Nights
he 2018 o c c upa nc y ra te wa s 43.43% c o mpa re d to 44.06% in 2017.
ra te .
Oc c upanc y Rate
Unpa id ta x, fe e s a nd pe na ltie s we re .02% o f 2018 ro o m ta x c o lle c tio ns: $4,892,212.
Unpaid Tax, Fees & Penalties
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* Munic ipa l Impa c t fro m the 2018 T
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Munic ipa lity 2018 Sha r e Ra nk 30% to Munic ipa lity 2017
T
$ 733,021 14.98% 1 $ 219,906 $ 708,336 City o f Sturg e o n Ba y $ 646,494 13.21% 2 $ 193,948 $ 639,604 Villa g e o f Siste r Ba y $ 607,588 12.42% 3 $ 182,276 $ 584,855 Villa g e o f E phra im $ 603,597 12.34% 4 $ 181,079 $ 567,201 T
g g Ha rb o r $ 441,745 9.03% 5 $ 132,524 $ 401,485 Villa g e o f E g g Ha rb o r $ 428,685 8.76% 6 $ 128,606 $ 419,627 T
$ 370,553 7.57% 7 $ 111,166 $ 347,880 T
ib e rty Gro ve $ 356,367 7.28% 8 $ 106,910 $ 321,833 T
$ 334,449 6.84% 9 $ 100,335 $ 322,325 T
$ 104,257 2.13% 10 $ 31,277 $ 103,726 T
$ 96,810 1.98% 11 $ 29,043 $ 92,832 T
$ 84,055 1.72% 12 $ 25,217 $ 79,408 T
$ 37,806 0.77% 13 $ 11,342 $ 29,416 T
$ 36,483 0.75% 14 $ 10,945 $ 34,129 T
$ 6,009 0.12% 15 $ 1,803 $ 5,931 T
$ 3,902 0.08% 16 $ 1,171 $ 1,862 T
$ 390 0.01% 17 $ 117 $ 197 T
$ - 0.00% 18 $ - $ - Villa g e o f F
$ - 0.00% 19 $ - $ -
T OT AL S $ 4,892,211 100% $ 1,467,663 $4,660,647
Key Door County Measurements: 2009 - 2018
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Growth
2009 - 2018% Increase
2009 - 2018Room Tax Collections $3,051,712 $3,233,733 $3,270,684 $3,500,714 $3,644,013 $3,815,722 $4,130,827 $4,459,019 $4,660,677 $4,892,212 $1,840,500 60.31% 30% to Municipalities $915,514 $970,120 $981,205 $1,050,216 $1,093,205 $1,144,716 $1,239,248 $1,337,706 $1,398,203 $1,467,664 $552,150 60.31% Total Room Revenues $55,013,656 $59,105,965 $60,228,436 $64,216,442 $66,825,167 $69,169,622 $75,876,813 $82,467,213 $85,632,987 $89,826,889 $34,813,233 63.28% Available Rooms 1,209,378 1,215,559 1,198,604 1,209,559 1,203,063 1,213,890 1,232,712 1,249,681 1,273,109 1,279,692 70,314 5.81% Occupied Rooms 442,111 463,591 463,861 479,562 486,977 508,272 532,798 553,470 560,968 555,735 113,624 25.70% Occupancy % 36.56% 38.14% 38.70% 39.65% 40.48% 41.87% 43.22% 44.29% 44.06% 43.43% 6.87% 18.80% Average Daily Rate (ADR) $124 $127 $130 $134 $137 $136 $142 $149 $153 $162 $38 30.65% 0.5% County Sales Tax Collections $2,903,389 $2,867,741 $2,991,834 $3,081,689 $3,157,479 $3,350,013 $3,658,093 $3,914,091 $3,962,457 $4,115,300* $1,211,911 41.74% Visitor Spending (in millions) $257.1 $266.9 $271.2 $289.0 $298.8 $314.6 $332.8 $347.8 $358.7 $366.6 $109.5 42.59%
In 2007 the Door County Tourism Zone was formed and implemented a 5.5% room tax. 2009 was the first full year of room tax collections when all 19 of the county's municipalities were part of the Door County Tourism Zone. As a result, 2009 is used as the base year for comparisons. *Represents gross sales of taxable goods and services of $823,059,920. (2018 sales tax collections number) 2018 benchmark year for room tax reporting upgrade
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In 2007 the Do o r Co unty T
whe n a ll 19 munic ipa litie s we re a pa rt o f the Do o r Co unty T
*Re pre se nts g ro ss sa le s o f ta xa b le g o o ds a nd se rvic e s o f $823,059,920 (2018 sa le s ta x c o lle c tio ns numb e r). 2018 F
re po rt whic h impa c te d nig hts re nte d a nd a va ila b le nig hts fo r 2018, in e ffo rt to pro vide mo re a c c ura te re po rting .
he T
a nd e duc a tio n. Outre a c h e ffo rts inc lude d: Mo nthly filing re minde r e ma ils, a ne wsle tte r a nd e ma il b ulle tins with ne e d-to -kno w info rma tio n.
lo c a l ro o m ta x. F
the Airb nb pla tfo rm thro ug h re fe re nc e ma te ria ls, o ve r the pho ne he lp a nd in o ffic e suppo rt.
he T
upda ting pe rmits, e nsuring a ll pro pe rtie s a re pe rmitte d a nd se rving a s a re so urc e fo r the c ha ng ing la ndsc a pe o f sho rt te rm re nta ls.
COM te a m fo r the Ho using Study.
he T
Co o rdina to rs via a pre se nta tio n o n Do o r Co unty Ro o m T a x.
n Ma rc h o f 2018, T he Administra to r a nd a b o a rd me mb e r a tte nde d the Wisc o nsin Go ve rno rs Co nfe re nc e o n T
a x Co mmissio n me e ting in Oc to b e r 2018 a t the re q ue st o f K e n Buko wski o f Ashwa ub e no n. Ga ve a pre se nta tio n, “Do o r Co unty T
fo r the Gre e n Ba y Ro o m T a x Co mmissio n.”
“Do o r Co unty T
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Outre a c h e ffo rts a re wo rking . Co nsiste nt c o mmunic a tio n o f, “this wo rks b e c a use it is a pa rtne rship” ha s fo ste re d a pa rtne rship with pe rmit ho lde rs. I n turn, we a re se e ing the m e nc o ura g e c o mplia nc e in so c ia l ne two rking g ro ups. A stro ng c o mmunity o f Airb nb / VRBO ho sts who he lp e a c h o the r a nd sha re the ir e xpe rie nc e in wo rking with the T
ho sts/ pe rmit ho lde rs with the re q uire me nts fo r sho rt te rm re nta ls a nd who to c o nta c t.
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2018 YE AR IN RE VIE W: COMPL IANCE
he 2018 Ag ing Pa yme nt re po rt sho ws tha t fo r 1-2 unit pro pe rtie s 84.8% pa y o n time (83.8.% in 2017). Co nsiste nc y with no tic e s a nd re minde rs ha s re sulte d in ve ry c o nsiste nt pe rc e nta g e o f o n-time pa yme nts.
ta x o n time 85.1% o f the time (86.0% in 2017).
he T
in the pursuit to b ring no n-pe rmitte d pro pe rtie s, no n-filing , unde r-re po rting a nd la te pa ying pro pe rtie s into c o mplia nc e . In 2018, the T
wa s g ra nte d five (5) judg me nts in e nfo rc e me nt pro c e e ding s in Do o r Co unty Circ uit Co urt. One (1) o f the se c a se s ste mme d fro m unde r-re po rting .
he T
numb e r o f sma lle r c o mplia nc e issue s tha t we re re so lve d in 2018 re la te d to unde r-re po rting o r impro pe r use o f e xe mpt sa le s c la ims.
Pro a c tive a nd c o nsiste nt me a sure s in c o mplianc e e nsure s tha t o ur me mb e r munic ipalitie s a nd ma rke ting e ntity re c e ive the ir e q uita b le sha re o f ro o m ta x re ve nue s.
Ensure distribution is based on the municipality the room tax was collected in.
Consistent effort to ensure all properties collect and remit room tax Consistent effort to ensure all properties are permitted
Co nsiste nt po lic y a nd pro c e d ure s e nsure e q uity in e ve ry c o mpo ne nt o f the ro o m ta x c yc le
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re nta ls a re pe rmitte d (o r in the pro c e ss), we ha ve c o ntinue d to po st a de ta ile d a c c o unting o f o nline listing s, b y pla tfo rm, o n a mo nthly b a sis o n the T
Zo ne we b site .
hro ug h o ve r the pho ne g uida nc e a nd in-o ffic e tra ining , o nline filing ha s inc re a se d fro m 39.7% in 2016 to 51.35% in 2017 a nd 53.40% in 2018 fo r 1-2 unit pro pe rtie s.
n 2018, T
do c ume nts we re upda te d. T he re wa s a n e ffo rt to stre a mline the initia l c o nta c t with pro pe rty o wne rs a nd the sub se q ue nt pe rmit pa c ke t wa s re -de sig ne d. L
AQ’ s we re c re a te d fo r Airb nb . T he re ha ve b e e n se ve ra l c o mme nts a b o ut ho w e a sy it is to na vig a te the pe rmitting pro c e ss. An e xa mple :
ha nk yo u, K
re a lly a ppre c ia te the we b site with he lpful info rma tio n to he lp pe o ple g e t this a ll sta rte d.
n re spo nse to pe rmit ho lde r re q ue sts fo r a re so urc e to pre ve nt da ma g e a nd b a la nc e ne ig hb o rho o d re la tio ns, a Go o d Ne ig hb o r Be st Pra c tic e s mo de l wa s c re a te d. Distrib utio n is still o ng o ing . All ne w pe rmit ho lde rs re c e ive this do c ume nt in the ir we lc o me e ma il.
2018 YE AR IN RE VIE W: OPE RAT IONS 2018 YE AR IN RE VIE W: MUNICIPAL PART NE RSHIP
c o mple te the WI DOR Ro o m T a x filing s a s a re sult o f 2015 WI ACT 55.
c o mple te d fo r e a c h munic ipa lity. T he re a re a fe w So uthe rn Do o r munic ipa litie s tha t ha ve no t re c e ive d the ir b inde r a s the y file d the ir WI DOR Ro o m T a x re po rt o ve r the pho ne o r inde pe nde ntly.
2018 YE AR IN RE VIE W: PE RMIT T ING
we re issue d . While the pe rmit ma y b e ne w, the pro pe rty ma y no t ha ve b e e n ne w to the lo d g ing ma rke t.
e ffo rts re sulte d in 83 pro pe rtie s (39.71%) o f the 209 pe rmitte d .
pe rmits we re issue d fo r 1-2 unit pro pe rtie s.
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hursda y Se pte mb e r 25, 2017 the Wisc o nsin Sta te Budg e t fo r 2017-2019 “WI ACT 59” wa s sig ne d b y Go ve rno r Wa lke r. I nse rte d into the b udg e t wa s a mo tio n fo r L
a x Co lle c tio ns whic h will impa c t the wa y ro o m ta x is c o lle c te d a nd distrib ute d in Do o r Co unty.
59 Wisc o nsin munic ipa litie s a re e sse ntia lly b e ing fo rc e d into Co lle c tio ns Ag re e me nts with L
Ma rke tpla c e s. T he pro c e ss o nly wo rks if a munic ipa lity (o r a T
wha t a nd whe re o f the ir lo dg ing pro vide rs.
ssue s with tra nspa re nc y, c o lle c tio ns a nd re po rting tha t will mo st a ssure dly de ve lo p will like ly fa ll o n de a f e a rs. Whe n munic ipa litie s a re le ft in the unfo rtuna te po sitio n o f ha ving to litig a te b e c a use the y do n’ t ha ve the info rma tio n the y ne e d to distrib ute ro o m ta x, the se la rg e inte rna tio na l c o mpa nie s wo uld simply o ut spe nd a nd o r a llo w Wisc o nsin munic ipa litie s to he mo rrha g e funds in le g a l fe e s. Witho ut c o rre c ting le g isla tio n to dire c tly a ddre ss the se issue s, Wisc o nsin munic ipa litie s fa c e the pro spe c t o f una ffo rda b le litig a tio n e xpe nse s whe n the ir b udg e ts a re a lre a dy e xtre me ly stre tc he d.
ho w ro o m ta x wo uld b e re po rte d.
he c urre nt la ng ua g e simply sta te s tha t, “L
fo rwa rd it to the munic ipa lity.” T he la ng ua g e do e sn’ t dire c tly imply how L
re mit ro o m ta x b a c k to munic ipa litie s. Wisc o nsin ha s 1,851 munic ipa litie s pe r the Wisc o nsin T
t is no t fe a sib le tha t e a c h L
ho w to re po rt ro o m ta x. No r will the y b e a b le to c o rre c tly a pply va ria b le ro o m ta x ra te s.
the y do with the ir Co lle c tio ns Ag re e me nts. An a g g re g a te c he c k g e ne ra te d b y the use o f zip c o de s wo uld no t pro vide fo r the sta tuto ry me a ns fo r ro o m ta x distrib utio n. Mo st impo rta ntly, the Do o r Co unty T
Co mmissio n is sta tuto rily re q uire d to se e tha t ro o m ta x pro c e e ds a re pro pe rly re mitte d to the pro pe r munic ipa lity. We a re no t a llo we d to “g ue ss” wha t a munic ipa lity sho uld re c e ive . Mo ne y tha t c o me s to us in a n a g g re g a te c he c k wo uld ha ve to b e pla c e d in a “suspe nse a c c o unt” a nd po ssib ly he ld the re inde finite ly. T he re wo uld b e no me tho d fo r the ta x to b e distrib ute d b a c k to the munic ipa lity in whic h it wa s c o lle c te d a s re q uire d b y Sta te Sta tute . F
munic ipa litie s, e ve n a diminutio n in the a mo unt o f the ro o m ta x, b e c a use o f a n e rro r in a llo c a ting re c e ipts to the rig ht munic ipa lity, wo uld po se a re a l ha rdship . As yo u kno w, fo r ma ny munic ipa litie s ro o m ta x pro c e e ds a re the la rg e st sing le re ve nue stre a m a fte r the le vy, Sta te sha re d re ve nue s a nd ro a d a ids.
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What is the Door County T
ism Zone r e que sting fr
State of Wisc onsin?
Do o r Co unty re q ue sts c o rre c ting le g islatio n to WI
59. (June 2019 b ill: AB251/ SB243)
re po rting da ta with pa yme nt. Wisc o nsin munic ipa litie s ne e d da ta tra nspa re nc y a nd c o o pe ra tio n fro m L
ta ke s the ne c e ssa ry ste ps to e nsure the la w pro vide s the se pro te c tio ns. T he le g isla tio n is o nly fe a sib le fo r imple me nta tio n if the fo llo wing is sta tuto rily re q uire d to b e pro vide d b y L
D’ s fo r a ssura nc e tha t ro o m ta x g e ne ra te d in a munic ipa lity c a n b e re turne d to tha t munic ipa lity.
e a c h pro pe rty a ddre ss/ o nline listing I D.
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T HE T OUR ISM ZONE HAS ADVOCAT E D ON BE HAL F OF OUR ME MBE R MUNICIPAL IT IE S AS F OL L OWS:
–
Re q ue st o f me mb e r munic ipa litie s to sub mit c o mme nt.
–
Re q ue st DCE DC sub mit pub lic c o mme nt.
ro stma n a nd Re pre se nta tive K itc he ns ) 8-14-18.
–
Dra ft le g isla tio n g e ne ra te d b y Re pre se nta tive K itc he ns.
–
Re q ue st o f me mb e r munic ipa litie s to sub mit c o mme nt.
–
Re q ue st DCE DC sub mit pub lic c o mme nt.
a x Co mmissio n 10-17-18 .
–
Re q ue st o f me mb e r munic ipa litie s to sub mit c o mme nt.
–
Re q ue st DCE DC sub mit pub lic c o mme nt.
me mb e r munic ipa litie s to re a c h o ut to lo c a l re pre se nta tive s re g a rding the issue s a nd to suppo rt c o rre c ting la ng ua g e .
a lking po ints c re a te d a nd distrib ute d.
e wa une e L e g isla tive Da ys to lo b b y fo r L RB 2153 – April 2019.
–
Re q ue ste d spo nso rship o f b ill.
e g isla tive Ac tio n She e t distrib ute d a t L e g isla tive Da ys – April 2019.
e wa une e L e g isla tive Da ys -April 2019.
e stifie d a t the Wa ys a nd Me a ns He a ring o n AB251/ SB243 – June 2019.
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Ho te l/ Mo te l $20,161,583.49 22% Re so rt $37,611,698.52 42% Inn $4,023,821.53 5% Co nd o $6,099,824.80 7% B&B $2,817,004.97 3% Co tta g e / Ca b in/ Ho me $18,760,208.33 21% Othe r $352,746.38 0% Ho te l/ Mo te l Re so rt Inn Co nd o B&B Co tta g e / Ca b in/ Ho me Othe r
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2018 T
Ho te l/ Mo te l 316,859 25% Re so rt 550,946 43% Inn 61,399 5% Co nd o 84,661 6% B&B 34,725 3% Co tta g e / Ca b in/ Ho me 221,900 17% Othe r 9,202 1% Ho te l/ Mo te l Re so rt Inn Co nd o B&B Co tta g e / Ca b in/ Ho me Othe r
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2018 T
Ho te l/ Mo te l 162,681 29% Re so rt 230,358 41% Inn 26,141 5% Co nd o 38,060 7% B&B 13,857 2% Co tta g e / Ca b in/ Ho me 81,261 15% Othe r 3,377 1% Ho te l/ Mo te l Re so rt Inn Co nd o B&B Co tta g e / Ca b in/ Ho me Othe r
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2018 T
Ba ile ys Ha rb o r 102 8% Brusse ls 0% Cla y Ba nks 7 1% E g g Ha rb o r - T
108 9% E g g Ha rb o r - Villa g e 70 6% E phra im 85 7% Gib ra lta r 157 13% F
0% F
2 0% Ja c kso npo rt 58 5% Na se wa upe e 41 3% L ib e rty Gro ve 178 15% Se va sto po l 77 6% Siste r Ba y 97 8% Sturg e o n Ba y - City 87 7% Sturg e o n Ba y - T
32 3% Ga rd ne r 23 2% Unio n 5 0% Wa shing to n Isla nd 81 7%
As of 5/ 17/ 19 T
Pe r mits: 1,210
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Ho te ls 53 4% Re so rts 49 4% Inns 21 2% Co nd o s 164 14% B&Bs 23 2% Ho me s 889 73% Othe r 11 1%
Ho te ls Re so rts I nns Co ndo s B&Bs Ho me s Othe r
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As of 5/ 17/ 19 T
Pe r mits: 1,210
As of 5/ 17/ 19 T
Units: 4,949
Ho te l Units 1217 25% Re so rt Units 1943 39% Inns (Units) 211 4% Co nd o s (Units) 265 5% B&Bs (Units) 125 3% Ho me s (Units) 1130 23% Othe r (Units) 58 1% Ho te l Units Re so rt Units Inns (Units) Co nd o s (Units) B&Bs (Units) Ho me s (Units) Othe r (Units)
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# Of pe r mits
T he re a re 481 mo re pe rmits in 2019 tha n the re we re in 2008
Re pe a t pr
tie s pe r mitte d
At le a st 203 o f the sa me pro pe rtie s ha ve b e e n de a c tiva te d a nd re - pe rmitte d to ne w o wne rs sinc e 2008.
Ac tive vs. Ina c tive pr
tie s
Pro pe rty o wne rs (sa me o wne r/ sa me pe rmit) de a c tiva te a nd re -a c tiva te pro pe rtie s whic h ha s a n impa c t ye a r to ye a r o n a va ila b le a nd re nte d nig hts.
Se a sona l Shifts
Pro pe rty o wne rs c ha ng e the ir mo nths o f o pe ra tio n fro m ye a r- ro und to se a so na l whic h c a n impa c t a va ila b le a nd re nte d nig hts.
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Date of By Unit Re port Pe rmits T
All Prope rty T ype s # of units Hote l (50) Pe rmits Hote l (50) Units Re sort (51) Re sort (51) Units Inn (52) Inn (52) Units Condo Pe rmits (53) Condo (53) Units B& B (54) B&B (54) Units Cottage Cabin Home s/ Pe rmits (55/ 56) Cottage Cabin Home s (55/ 56) Units Othe r (59) Othe r (59) Units
11/ 18/ 2008 729
3945 49
945
43
1738
12
166
130
193
24
128
459
708
12
67 8/ 7/ 2009 856
4684 58
1255
44
1899
19
219
141
251
35
186
549
808
10
66 12/ 31/ 2010 888
4702 59
1285
48
1903
19
217
142
254
33
158
578
820
9
65 12/ 31/ 2011 879
4655 56
1190
50
1974
19
217
131
254
32
156
576
808
9
56 12/ 12/ 2012 903
4676 56
1190
51
1944
20
241
135
234
32
155
601
861
8
51 12/ 31/ 2013 937
4708 59
1265
48
1922
20
194
136
233
29
143
632
894
13
57 12/ 1/ 2014 956
4673 56
1212
46
1939
18
175
148
247
27
152
650
898
11
50 12/ 1/ 2015 980
4712 55
1222
47
1954
18
167
143
242
29
161
676
914
12
52 12/ 1/ 2016 1031
4773 55
1204
49
1967
18
194
157
264
24
126
716
964
12
54 11/ 27/ 2017 1078
4860 54
1226
48
1967
21
216
157
270
21
108
765
1020
12
53 12/ 12/ 2018 1169
4895 52
1217
48
1925
19
204
160
271
23
116
856
1104
11
58 5/ 17/ 2019 1210
4949 53
1217
49
1943
21
211
164
265
23
125
889
1130
11
58
20 40 60 80 100 120 140 160 180
Numbe r of Pe rmits Munic ipa lity
De c e mb e r-15 De c e mb e r-16 De c e mb e r-17 De c e mb e r-18 Ma y-19
T
Gib ra lta r # 1 in Ro o m T a x Co lle c tio ns fo r 2018
T
L ib e rty Gro ve # 8 in Ro o m T a x Co lle c tio ns fo r 2018
GROWT H OF PE RMIT S BY MUNICIPAL IT Y 2015- 19: T OP MUNICIPAL IT IE S IN ROOM T AX COL L E CT IONS COMPARE D T O GROWT H OF COT T AGE / CABIN/ HOME S PE RMIT S.
T
Ba ile ys Ha rb o r # 7 in Ro o m T a x Co lle c tio ns fo r 2018
City o f Sturg e o n Ba y # 2 in Ro o m T a x Co lle c tio ns fo r 2018 Villa g e o f Siste r Ba y # 3 in Ro o m T a x Co lle c tio ns fo r 2018
Villa g e o f E g g Ha rb o r # 6 in Ro o m T a x Co lle c tio ns fo r 2018 Villa g e o f E phra im # 4 in Ro o m T a x Co lle c tio ns fo r 2018 T
g g Ha rb o r # 5 in Ro o m T a x Co lle c tio ns fo r 2018
25
e rm Re nta l (ST R) = Co mmo n, g e ne ric na me
ra de Na me s
RH) = Wisc o nsin L e g a l Na me
n 2018,the re was a sig nific ant shift in lo dg ing platfo rms inc o rpo rating and se e king via sale s e ffo rts the push to list traditio nal lo dg ing units alo ng with typic al ST R units. L
with tra ditio na l lo dg ing , o wne r ma na g e d a nd a g e nt ma na g e d pro pe rtie s.
26
– 478 (39.5% )o f the 1210 pe rmit ho lde rs, the o wne r info rma tio n pro vide s a lo c a l zip c o de .
mplo ys lo c a l re side nts fo r c le a ning , ma inte na nc e , a pplia nc e re pa ir, e tc .
mplo ys lo c a l re side nts via pro pe rty ma na g e me nt c o mpa nie s.
c ho ic e s. – K e e ps Do o r Co unty re le va nt with c o nsume r tra ve l de ma nds. – Se rve diffe re nt pric e po ints & c o mmunitie s.
n 2018, Do o r Co unty ra nke d # 3 in the Sta te o nly b e hind Milwa uke e a nd Da ne Co unty. – $3.2 Millio n in ho st inc o me -$176,00 in ro o m ta x re ve nue s. – 21,000 g ue sts ho ste d.
nc o me thro ug h ro o m ta x re ve nue s.
supple me nta l inc o me .
the b a r o r a lig n the ir o ffe ring s to b e tte r c o mpe te .
–
Sa nita ry c o nc e rns.
–
Ge ne ra l sa fe ty.
–
L ia b ility & insura nc e .
wo rkfo rc e .
c ha lle ng ing fo r tho se who live a nd wo rk in Do o r Co unty to a c hie ve the a b ility to purc ha se a ho me .
–
Ave ra g e inla nd ho me sa le in 2018 fo r No rthe rn Do o r wa s $283,080 (162 sa le s)*
–
Ave ra g e inla nd ho me sa le in 2017 fo r No rthe rn Do o r wa s $254,279 (185 sa le s)*
–
Ave ra g e pric e o f a ho me in Sturg e o n Ba y in 2018 wa s* $149,950 (# o f sa le s una va ila b le )
–
Ave ra g e pric e o f a ho me in Sturg e o n Ba y in 2017 wa s $141,247 (111 sa le s)* *fro m the Do o r Co unty Bo ard o f Re alto rs
27
pa rt o f the pro c e ss tha t the T
a utho rity to e nfo rc e ).
he T
fo llo wing a dditio na l re q uire me nts:
–
If in the City o f Sturg e o n Ba y, o b ta in the T RH pe rmit.
–
If re nting o ve r 10 da ys to ta l a nnua lly, the pro pe rty o wne r must o b ta in a DAT CP lic e nse a s a “T
–
Pa rt o f the DAT CP lic e nse re q uire s tha t if o n we ll wa te r, a wa te r te st must b e c o mple te d a nnua lly a nd ke pt o n file fo r e a c h thre e ye a r inspe c tio n.
–
If no t c o lle c te d b y the L
Ma rke tpla c e , the pro pe rty o wne r must c o lle c t a nd re mit WI Sta te Sa le s T a x.
–
PRAT ta x is c o lle c te d a nd re mitte d to the WI DOR fo r tho se munic ipa litie s with PRAT . WHAT AUT HORIT Y DOE S ACT 59 GIVE T O L OCAL MUNICIPAL IT IE S T O RE GUL AT E ST R’S?
CAN:
c o nse c utive da ys.
imit to ta l c o nse c utive da ys the y re nt to (180 da ys minimum).
CANNOT :
da ys
*So urc e WH&L A - I nc o rpo rate s c hang e s fro m Wisc o nsin Ac t 59 fro m Se pte mb e r 2017 .
WHAT ARE T HE RE QUIRE ME NT S T HAT A PROPE RT Y OWNE R MUST COMPL E T E ?
T he re is no g ua ra nte e if re stric tio ns a re put in pla c e tha t ho me s tha t a re use d fo r ST R wo uld b e ma de a va ila b le fo r lo ng te rm ho using . 28
T RH: T
DAT CP: De pa rtme nt o f T
ra de Ag ric ulture & Co nsume r Pro te c tio n
PRAT
: Pre mie r Re so rt Are a T a x
29
ho ld e rs a nd the T
a sie r o nline filing , o nline filing c a pa b ilitie s fo r pro pe rty o wne rs with multiple pro pe rtie s via a se c ure site a nd impro ve d func tio ns to e nha nc e tra c king o f lo d g ing in Do o r Co unty.
nc o ura g e mo re pe rmit ho ld e rs to file o nline via c o ntinue d e d uc a tio n a nd te c hno lo g ic a l upg ra d e s. Inte rne t a c c e ss c o ntinue s to b e a c ha lle ng e fo r so me .
the pla ying fie ld is le ve l fo r tho se in the lo d g ing ind ustry who pa rtne r with the T
c o lle c ting a nd re mitting ro o m ta x.
ne c e ssa ry, file c ha rg e s in Circ uit Co urt fo r full e nfo rc e me nt.
d e linq ue nt a nd no n-re po rting pro pe rtie s, inc lud ing lie ns thro ug h the Wisc o nsin T RIP pro g ra m a nd re po rting to c re d it a g e nc ie s.
d a ta b a se with o nline listing ID’ s.
30
c o nse q ue nc e s o n the impa c t tha t ro o m ta x ha s o n De stina tio n Ma rke ting a nd the b udg e ts o f o ur lo c a l munic ipa litie s. Co ntinue to stre ss tha t the re g ula to ry a utho rity o f ro o m ta x ne e ds to sta y with lo c a l munic ipa litie s. L
le vy fine s fo r c o mplia nc e a nd ha ndle the c o lle c tio n a nd distrib utio n o f ro o m ta x.
Sta te . Assist with re q ue sts, e duc a tio n a nd pa rtne rship a s o the r T
to mo de l Do o r Co unty ro o m ta x c o lle c tio n.
sta tistic s, ro o m ta x c o lle c tio ns, a nd tra c k the tra nsie nt lo dg ing e c o no my in Do o r Co unty.
duc a tio n a nd c o mmunic a tio n will re ma in a to p prio rity b y c o ntinuing to re a c h o ut to pe rmit ho lde rs via mo nthly re minde r e ma ils to pro mpt pe rmit ho lde rs to re me mb e r mo nthly re po rting a nd Qua rte rly ne wsle tte rs . As ne e de d b ulle tins a nd pre ss re le a se s will a lso c o ntinue with the fo c us o f pro viding info rma tio n to a ssist lo dg ing pro vide rs with sho rt te rm re nta ls.
se rving a s a re so urc e to pe rmit ho lde rs. By pro viding a ssista nc e , suppo rt a nd e duc a tio n the ta sk o f c o lle c ting ro o m ta x b e c o me s le ss da unting a nd c o mplia nc e inc re a se s.
to a ssist with pro pe rty o wne r ide ntific a tio n.
31
32
The room tax continues to give Door County a deeper reach into our regional markets and the on- going ability to work with travel writers and other influencers to receive national coverage. Media placement and PR took a multi-dimensional approach through a combination of advertising mediums and public relations outreach that solidified our brand promise that “Those who visit Door County will find a breathtakingly scenic, water-centric landscape that is perfectly conducive to their pursuit of relaxation and rejuvenation.” DoorCounty.com had nearly 1.4 million (according to Google Analytics). We’ve hosted 878 travel journalists from 2007 through 2018, which resulted in 2,074 published articles and stories about Door County. We spoke directly to our visitors by inviting them to discover new experiences with our tagline “Live Life Well”. Our social media has grown tenfold garnering over 25million impressions through Facebook, Twitter and Instagram.
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7th place in Wisconsin destinations for visitor spending Behind Milwaukee, Dane, Sauk, Waukesha, Brown, and Walworth Counties The total impact of tourism on Door County’s economy was $469 million last year.
Door County T raveler Expenditures $366.6 million $358.5 million Wisconsin T raveler Expenditures $13.3 billion $12.7 billion Wisconsin T
2.75% 2.82%
34
Source: Tourism Economics
35
Web Site Activity / Digital Marketing 2018 2017 DoorCounty.com site visits 1,418,550 1,352,123 DoorCounty.com unique visits 1,051,676 995,860 E-newsletter Subscribers 236,007 215,634 Facebook Engagement 625,659 532,213
36
50,000 100,000 150,000 200,000 250,000 2016 2017 2018
37
2018 2017 Group Tour & Meeting Site Visit 5,154 3,717 Wedding Web Visits 35,330 31,577
100 200 300 400 500 600 700 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Group & Meeting
2017 2018 500 1000 1500 2000 2500 3000 3500 4000 4500 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Wedding
2017 2018
38
A small sampling of what was placed
Media planning was strategic and research based. A multi-dimensional approach delivered a combination of mediums, ad sizes and formats, which allowed us to showcase the visual aspects of Door County through print, television, digital, mobile and outdoor in our key target
apps on connected devices. Key partnerships were formed. To ensure the best possible plan for 2018, we formed key partnerships with some of the best in the industry. Targeted public relations campaigns brought Door County cherry blossoms and fall colors into the households in some of our largest television markets of Madison, Milwaukee, Minneapolis and northern Illinois. Social media was for partner employers to schedule timesaving appointments to get their J-1 students registered for Social Security numbers here in Door County. A creative campaign that was all about showing a level of relaxation that was more than just restful; it’s rejuvenating. We defined that idea with our tagline live life well.
39
Media Marketing Program
2018 2017 Ad Value Equivalency (AVE) $3,504,314 $3,241,951 Impressions 369,505,267 314,257,432 Visiting Journalists 70 72
Hosted 7 seasonally themed press tours in 2018 between January and October. 196 articles placed in print, radio, or online media from media marketing efforts. Through the end of 2018, the return on investment for the media marketing program was 1074%. For every dollar spent, Door County received $10.74 in AVE media coverage.
40
2000 4000 6000 8000 10000 12000 14000 January February March April May June July August September October November December 2014 2015 2016 2017 2018
41
10,000 20,000 30,000 40,000 50,000 60,000 Hard Copy Online 2018 2017 2016
42
A small sampling of what will take place
Working with our key partners to produce a well-rounded media buy that includes print, television, digital, mobile, and outdoor. Television will continue to include multiple screens and devices. Developing our current tagline that supports the brand promise while promoting a level of revitalization, Live Life Well. Continue shooting photographs and capturing video footage to use for PR, videos, commercials and as B-roll. Continue PR initiatives to highlight Door County through media coverage and
Continue to develop our online and social media presence with new and enhanced video initiatives and through social influencer partnerships.
43