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Evanston Dawes Park

Annual Program Review 2018

Chicago Botanic Garden


Overview Chicago’s North Shore Convention and Visitors Bureau (CNSCVB) is the area’s official destination marketing organization as certified by the State of Illinois’ Office of Tourism. Representing the municipalities of Evanston, Glencoe, Glenview, Northbrook, Prospect Heights, Skokie, Wheeling and Winnetka, our mission is to bring regional, national and international business and leisure visitors to the area for the economic benefit of our member communities and their hospitality-related businesses. The CNSCVB is a public/private partnership. Grants from the State of Illinois’ Office of Tourism represent half of our budget. The other half is derived from member communities, Northwestern University, in addition to private sector member businesses, including hotels, restaurants, attractions, retailers, meeting and event services and suppliers.

Total budget 1.6 million Revenue Sources 17%




Local Municipalities

Membership, Advertising and Marketing co-ops

C N SCVB Sales and Marketing Programs •

Trade Shows

Print Advertising

Direct Sales Calls

Familiarization Trips

Online Advertising/ Paid Search

Site Inspections

Social Media

Interactive Websites

Public Relations

Print Collateral

Budget Allocations: Expenses 2%

Meetings Market


International Market


Group Tour Market


Destination Marketing – All Markets


Domestic Leisure Market




Bahá’í House of Worship

Halim Time & Glass Museum

Downtown Glencoe


Measurable Results: •

Distributed 348 group business leads which represented 20,893 hotel room nights and $19.8 million in visitor spending.

• Engaged with prospective group organizers at more than 38 trade shows and industry conferences. •

Ran 52 familiarization (FAM ) or educational tours, client events and site inspections for prospective clients.

Increased advertising reach by securing advertising in key online portals for group bookings.

Boosted exposure for Chicago’s North Shore by developing partnerships with third-party meeting planning companies, group travel management companies, and receptive tour operators.

Targeting Groups: Meetings, Events and Tour Travel CNSCVB’s group sales and marketing programs target decision-makers for three types of group business: business/association conference and meetings, social events such as weddings or reunions, and leisure group tours. Booking these types of groups into Chicago’s North Shore positively impacts the area with overnight stays, visitor spending, and hotel and sales tax revenue. Our target market is business and leisure groups with peak room nights of 350 rooms or less. Although we market the area nationally and internationally, focus is placed on meeting and event planners or tour organizers within a 300-mile radius.

344 Total Leads Generated


Client Fam Tours and Events, Site Inspections




Northwestern University, Evanston

The Glen Town Center, Glenview

North Shore Center for Performing Arts, Skokie


North Shore Stats

3.4 77 % 23 %

Million people visited Chicago North Shore in 2017 Leisure Visitor Business Visitor

Top 5 Reasons for Visit

30 % 30% ??% ??% ??%

1) Visiting friends & family 2) Culinary 3) Shopping 4) Museums 5) Tours/Sightseeing

1 out of every 10 jobs on the North Shore is in the hospitality industry


llinois Holocaust Museum and Education Center, Skokie

Writers Theatre, Glencoe


Charles Gates Dawes House, Evanston

New Brand Identity Last fall, CNSCVB began a complete brand review. Partnering with GrahamSpencer, an agency comprised of a dynamic team of brand researchers and strategists, a brand audit analyzed our organization’s brand’s strengths, weaknesses, opportunities, and threats. Through meetings with key area stakeholders, review of best practices of destination marketing organizations locally, regionally, nationally and internationally as well as an analysis of our main competitors and the identity of our major assets as a destination, GrahamSpencer developed a new brand identity that the bureau will utilize moving forward. The results of this work has given us a new logo, messaging template for our print, digitial, social and mobile media with a cohesive and strong brand message.


Marketing: Print, Digital & Social

Official Hotel & Attraction Map

Open House Chicago In Evanston





Ravinia Festival, Highland Park

Board of Directors Holly Allgauer-Cir, Hilton Chicago/Northbrook Alan Anderson, Northwestern University Terry Anderson, Berkshire Hathaway HomeServices/ KoenigRubloff Realty Group

Anthony Marco, Hilton Garden Inn Chicago North Shore/Evanston Glenn Spanier, Hilton Orrington/Evanston John Melaniphy, Village of Wheeling

Betsy Baer, Glenview Chamber of Commerce

Toni Mengarelli, Holiday Inn North Shore/Skokie

Jeff Brady, Village of Glenview

Magdaline Analitis, Courtyard by Marriott Chicago Glenview/Northbrook

Annie Coakley, Downtown Evanston Michael Zwolinski, Delta Hotels by Marriott Chicago North Shore Sharon Fine, Illinois Holocaust Museum Dan Garcia, Hampton Inn & Suites Chicago North Shore Tensley Garris, Northbrook Chamber of Commerce Gayle Gleespen, Westfield Old Orchard Dave Judy, Kohl Children’s Museum Dan Kelch, Lulu’s and Taco Diablo Toni Kinsel, Renaissance Chicago North Shore John Callan, DoubleTree Chicago North Shore


Gina Speckman, Executive Director Kimberly Wright, Director of Sales Johnnice Chew, Manager, Finance and Administration

Tim Ohrn, Westin North Shore Michael Pauken, North Shore Center for the Performing Arts in Skokie Michael Pure, Margarita European Inn, An Ascend Hotel Collection Member Tom Poupard, Village of Northbrook Paul Zalmezak, City of Evanston John Styler, City of Prospect Heights Ann Tennes, Village of Skokie Jason Wicha, Village of Skokie (as of 5/18)

Jennifer Engel, Manager, Advertising and Membership Caryn Shulman, Manager, Tourism Sales Carly Brandess, Marketing and Social Media Manager

8833 Gross Point Road Skokie, IL 60077 Phone: 847.763.0011



CNSCVB annual report 2018 - PROOF 1  

CNSCVB annual report 2018 - PROOF 1

CNSCVB annual report 2018 - PROOF 1  

CNSCVB annual report 2018 - PROOF 1