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OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW SWIFTEL OW WOW WOW CENTER WOW WOW ANNUAL REPORT OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW OW WOW WOW WOW WOW


WO At the beginning of 2017, the full-time staff held a brainstorming session for new ways to make a positive and lasting impression on clients at the Swiftel Center. The conclusion was to add WOW-Factor. Throughout the year, the staff consciously enhanced services and experiences for each client by adding small touches to make the client think: WOW!

One WOW-Factor implemented was to have the entire full-time staff greet the event planner for every event. This consistently made a positive impression and served as an easy way to introduce the client to each point-of-contact for specific questions.


CONTENTS 4

Full-Service Venue

5

Management & Staff

9

Director’s Desk

OW 10

Facility Partners & Local Leaders

12

Sold-Out Shows

14

Spotlight On Numbers

18

Noteworthy Venue

19

Market Reach

20

Industry Training

21

Local Involvement

22

Facility Improvements

24

Financial Performance


FULL-SERVICE VENUE B O O K I NG & E VE NT MANAG E ME NT We are constantly seeking opportunities to host new events as well as managing a healthy portfolio of repeat clients. From the initial booking to locking up after the last guest, our staff is here to make every event the best possible experience.

F O O D & B E VE R AG E Our food and beverage service is performed entirely in-house including concessions, catering, bar and beverage service. We create unique menus and present food with imagination, creativity and visual appeal.

FINANCE Our goal is to maximize revenue through the hosting of numerous, wellattended events and minimize expense through efficient and cost-effective facility operations.

TICKETING We control the guest experience at every ticketing touch-point. This translates into increased repeat guests via all sales channels including online, remote phone centers and on-site ticket office.

M AR K E TING Our in-house marketing department creates fresh materials designed to attract audiences through strategically placed advertising, ensuring maximum visibility and on-budget advertising plans.

O P E RATIO NS Our on-site operations crew facilitates the set up and tear down of every event. Event set up is executed using state-of-the-art equipment, transforming our facility and bringing any event you can imagine to life.

4


MANAGEMENT & STAFF 2 017 S W I F T E L C E N T E R A DV I SO RY CO M M I T T E E

2 017 S W I F T E L C E N T E R F U L L-T I M E S TA F F

2 017 B RO O K I N G S C I T Y CO U N C I L

TOM COUGHLIN

TOM RICHTER

KEITH CORBETT

Daktronics City Representative

Executive Director

Mayor

JEREMY LINSTAD

MARY KIDWILER

Associate Executive Director

Deputy Mayor

SCOTT SMITH

PATTY BACON

KYLEIGH CRAMER Volunteer Service Bank County Representative

JEFF HOLM

Associate Director Event Operations

South Dakota State University University Representative

MATT CHAPMAN

JENNIFER JOHNSON Brookings CVB Chamber Representative

TERI RONNING Daktronics City Representative

ROD SCHAEFER Principal Financial Group City Representative

JASON WOSJE Self-Employed County Representative

JEFF WELDON City of Brookings City Liaison

Director of Food & Beverage / Chef

ANDREA HOGIE Director of Finance

HOLLY TILTON BYRNE DAN HANSEN OPE NIEMEYER NICK WENDELL

ASHLEY ABRAHAMSON Event Manager

DUSTIN HUBER Operations Manager

KRISTINA LANKOW Sales & Marketing Manager

MOLLY NAGELHOUT Ticket Office Manager

CHANCE LITTAU

LEE ANN PIERCE

Operations Supervisor

Brookings County Commission County Liaison

DESARAE MILES Food & Beverage Supervisor

JORDYN GRUBER Event Coordinator

2 017 S W I F T E L C E N T E R F U L L-T I M E S TA F F (F O R M E R) JACKIE ANDERSON (2016-2017) Business Manager

KARLA EIDEM (2015-2017) Booking & Event Manager

5


EAST RIVER POOL TOURNAMENT | CHAMBER THINK TRI-COMPANY DART TOURNAMENT

|

REZA: THE E

LITTLE I DANCE | PAWS FOR WINE | HOME SHOW | AUBRIE SELLERS

|

OLD DOMINION

|

MIRAND

SWEET 16 HIGH SCHOOL BASKETBALL TOURNAM WILDFIRE CHEER & DANCE

|

PHEASANTS FOR

LITTLE INTERNATIONAL DANCE CASA BANQUET

|

|

SDSU BUCKLES

EASTER EGG HUNT

|

LIN

BROOKINGS HIGH SCHOOL PROM | SDSU ENGINEE

MINIATURE HORSE SHOW | CHAMBER LEAD TRAIN CVB TOURISM LUNCHEON

|

JAY OWENHOUS

VETERAN’S MEMORIAL DAY PROGRAM

|

SDQHA

POA MIDWES

|

DRAFT HORSE SHOW

|

GOT MILK

SOUTH DAKOTA GOVERNOR’S LUNCHEON WING & BREW FEST |

JUNK JAM

|

|

GAM

UNITED WAY

WILL LUNCH | PINK LADIES DART TOURNAMENT | C

SDSU ROBOTICS | MOMENTS TO CHERISH BRIDAL LITTLE

BRITCHES

RODEO

PRE-LEGISLATIVE LUNCHEON WALKER HAYES

|

| |

VETERANS

DA

MIDWEST SUPER

OLD DOMINION

|

THOMA

THE MIDT


LOCAL SHOWCASE | DAKOTA TERRITORY GUN SHOW

EDGE OF ILLUSION

|

HAIRBALL

|

WILL LUNCH

RON WHITE | MOMENTS TO CHERISH BRIDAL SHOW

DA LAMBERT

MENT

|

|

WHITETAILS UNLIMITED BANQUET

RAIN: A TRIBUTE TO THE BEATLES

REVER BANQUET & BLING

|

|

CHAMBER ANNUAL MEETING

SDSU JACKRABBIT STAMPEDE RODEO

NCOLN DAY DINNER

|

NGHA BARREL RACING

ERING EXPO | JUNK JAM | CHAMBER LEADERCAST

NING | BROOKINGS RADIO SPRING SHOPPING EXPO

SE

|

BROOKINGS HIGH SCHOOL GRADUATION

K GALA

|

DAIRY FEST

|

GARDEN BROS CIRCUS

ST REGIONAL HORSE SHOW

MECON

|

|

LEE ANN WOMACK

Y PACKING

|

UNCLE SAM JAM |

ALAN JACKSON

BHS COMPETITIVE CHEER & DANCE

CHAMBER BUSINESS EXPO | CATHOLIC YOUTH RALLY

L SHOW

AY

| FIRST CHANCE BONANZA PRCA RODEO

PROGRAM

RCROSS

AS RHETT

|

|

HOLIDAY

SHOPPING

EXPO

BROOKINGS CHAMBER AG BANQUET |

MG LEAGUES DART TOURNAMENT

TOWN MEN | SWIFTEL CENTER BASKETBALL CLASSIC


ANNUAL REPORT

|

2016

SO LD - O U T Hosted three sold-out concerts for nationally touring artists.

U NVE I LE D Installed a new Daktronics digital display in the arena.

E XPAN D E D Added the former County Resource Center to the Swiftel Center footprint.

8


DIRECTOR’S DESK W O W - W O R T HY M O ME NTS . On behalf of the VenuWorks management team, I am pleased to present the 2017 Annual Report for the Swiftel Center. The focus of this past year has been enhancing customer experience at every event. We called this our WOW-Factor. There were also many moments throughout this last year that made us pause to say “WOW.” We hosted three sold-out concerts for nationally touring artists. Each concert required an allhands-on-deck approach. I am incredibly proud of the stamina and professionalism of our fulland part-time staff. Their dedication to high-quality experiences truly carries out the mission of our facility: MIDWEST HOSPITALITY AT ITS BEST. A new Daktronics digital display was installed in the arena and was unveiled at the 2017 First Chance Bonanza PRCA Rodeo. The display is a major game-changer as it can run live video and up-close footage during an event. We ended the year with the City of Brookings officially purchasing the former County Resource Center. These spaces will be renovated for additional meeting space and admin offices. Thanks to the Brookings City Council, City Staff, Swiftel Center Advisory Committee, all our fans, patrons and business partners for your continued support and patronage. We will continue to bring WOW-worthy moments to Brookings.

TOM RICHTER

Executive Director | Certified Venue Executive (CVE)

99


FACILITY PARTNERS & LOCAL LEADERS RIGHTS FACILITY NAMING

POUR RIGHTS

CONFERENCE CENTER

FOUNDING

PIONEER

B ROO K I N G S, SD #2 5 B E S T CI T I E S F O R E N T RE PRE N E U RS 10

LIVABILITY.COM | 2017 RANKING


IN CRED I BLE C O M M UNI T Y IMP ACT Congratulations to the Swiftel Center on another fantastic year! The quality of life and economic impact the Swiftel Center has on Brookings is outstanding. To think of all the yearround entertainment – from sold-out concerts to horse shows, rodeos and 4-H events – and the variety of events offered to Brookings and area residents demonstrates what an incredible impact the facility has on our community. The meals and beverages provided during dinners and fundraising events exceed the quality found in other venues. One event this past year that stands out was hosting the Capital for A Day proclaimed by Governor Dennis Daugaard. Once again, the Swiftel Center staff exceeded expectations and truly represented the best Brookings has to offer. The City of Brookings looks forward to another outstanding year.

KEITH CORBETT

Mayor | City of Brookings

B ROO K I N G S, SD #1 B E S T PL ACE TO L I VE I N SOU T H DAKOTA NICHE.COM | 2017 RANKING

RE PU T A T I O N O F E XC E L L E NCE After 16 years, the Swiftel Center has become a cornerstone for the Brookings community and beyond. The Swiftel Center’s ability to host sold-out national touring acts as well as countless number of special events has provided a rich and diverse quality of life to the upper Midwest. Whether at live entertainment events, consumer shows, business meetings, family gatherings or sporting events, the Swiftel Center continues to prove its reputation of excellence. None of this success could have happened without the dedicated professionalism and high performance of the full-time staff at the Swiftel Center. Their knowledge of the industry and relationships within the community are what repeatedly bring these top-notch events to Brookings. Thank you to the Swiftel Center for providing Brookings with years of bountiful entertainment. We look forward to 2018 and beyond!

JEFF WELDON

City Manager | City of Brookings

11


SOLD-OUT SHOWS

MIR A N D A L A M B E R T

ALAN J A C K S O N

TH OM A S RH E T T 12

0 3/0 3/2017

0 8/0 4/2 017

1 2 /01 /2 017


32% MALE

TICKET PURCHASERS

68% FEMALE

49% ONLINE

35%

TICKET OFFICE

4,915 ATTENDEES

16% MOBILE

PURCHASING LOCATION

38% MALE

TICKET PURCHASERS

62% FEMALE

POLLSTAR | COVER DATE: 3.20.17

53% ONLINE

22%

TICKET OFFICE

4,743 ATTENDEES

22% MOBILE

3% AUTO PHONE PURCHASING LOCATION

34% MALE

TICKET PURCHASERS

66% FEMALE

POLLSTAR | COVER DATE: 8.28.17

58% ONLINE

32% MOBILE

5,519 ATTENDEES

10%

TICKET OFFICE

PURCHASING LOCATION

POLLSTAR | COVER DATE: 1.5.18

13


SPOTLIGHT ON NUMBERS

104,065 TOTAL ATTENDANCE

285 TOTAL EVENTS

13

Full-time staff members.

4 00+ Part-time staff members.

14

38 NEW EVENTS


3.5% COMMUNITY

5.6%

3. 2% CONSUMER SHOWS

WEDDINGS

7.7%

28.4%

CONCERTS

MEETINGS & CONVENTIONS

7.7% BANQUETS

15.8%

28.1%

INTERNAL USE

EVENTS BY

SPORTING

TYPE

3.9%

3. 1% 0.6 % WEDDINGS

INTERNAL USE

BANQUETS

10.3% COMMUNITY

1 1 . 2%

30% CONCERTS

CONSUMER SHOWS

1 1 .4% MEETINGS & CONVENTIONS

EVENTS BY

29.5% SPORTING

ATTENDANCE

15


NOTEWORTHY VENUE #9 “MIDWEST TOP STOPS”

2017 SOUTH DAKOTA GREAT SERVICE AWARD

225 FIVE-STAR REVIEWS

VENUES TODAY MAGAZINE

SD DEPARTMENT OF TOURISM

FACEBOOK

I just wanted to say thanks for everything you guys do. I appreciate all of the above and beyond things that you and all of your staff do to put this show together. BROOKINGS RADIO

Thank you very much for your hospitality and business tour during “Capital for a Day.” My staff and I appreciated the opportunity to meet you as well. As I’m sure you noticed, I value the opportunity to meet with South Dakota community leaders and business owners. I appreciate the preparatory work that was done on my behalf. It’s no secret Brookings has much to offer and your business has a strong presence in the community. I hope you enjoyed the day as much as we did. Thanks again! Sincerely,

DENNIS DAUGAARD

Governor | South Dakota

P.S. I was especially impressed when the whole staff came out to greet us. What a welcome! (And Matt’s lunch was exceptional!)

The crew at the Swiftel Center is top-notch and the facility is always great. I am not sure how you balance everybody’s requests; you do it wonderfully! LAND O’ LAKES

18 18

VOLUNTEER OF THE YEAR

VMS SCHOLARSHIP RECIPIENT

Ashley Abrahamson

Karla Mae Eidem

The Brookings Convention & Visitors Bureau recognizes and awards a candidate who has served the Brookings community with time, talents and energy.

Venue Management School at Oglebay (WV) is one of the best professional education programs for venue managers, teaching overall principles for management and leadership.


PRIN T

MARKET REACH

10/27/2017 POLLSTAR MAGAZINE

2017 COMMUNITY GUIDE

2017 MOMENTUM MAGAZINE

15,000 Distribution

35,000 Distribution

12,000 Distribution

All 50 United States, Canada, Australia, Asia & Europe

2017 BROOKINGS WEDDING GUIDE 20,000 Distribution 2017 THE VOW PLANNER

DIGITAL

3,500 Distribution

391

STOREFRONT VISITS

24,426

43

EMAIL SUBSCRIBERS

TOTAL LEADS

+ 25.0%

SOC IAL

OVER 2017

10,139

1,320 FOLLOWERS

FOLLOWERS

+18.1%

+ 79.3 %

+ 13.8%

OVER 2017

OVER 2017

OVER 2017

LIKES

808

19


INDUSTRY TRAINING VenuWorks Food & Beverage & Sales Meetings DAVENPORT, IA South Dakota Governor’s Conference on Tourism PIERRE, SD

Venue Management School at Oglebay WHEELING, WV

IAVM Senior Executive Symposium ITHACA, NY

Eventbooking KNOXVILLE, TN

Agent Meetings LOS ANGELES, CA

Event & Arena Marketing Conference TULSA, OK

IAVM VenueConnect Conference NASHVILLE, TN

TRAINED CROWD MANAGER All Full-Time Staff

LEADERSHIP BROOKINGS GRADUATE Jackie Anderson

FULL- T I M E ST A F F R E T R E A T Spent two days engaging in team-building exercises led by a moderator to foster a team that is cohesive, understanding and flexible which ultimately translates into best results for our clients.

20

TICKET OFFICE & MARKETING INTERN Kayla Justen


LOCAL INVOLVEMENT

S UPPOR TI N G EDUCATI ON Awarded $500 each to two students as 2017 Swiftel Center Dairy Fest Scholarship winners.

R AI SI N G A W A R E N E SS Raised $6,158 to continue the Breast Cancer Patient Champion (BCPC) program at Brookings Health System.

Donated room rent for Memorial and Veterans Day programs as well as Brookings County 4H.

Donated food items to Teen Challenge of the Dakotas.

CONNECTING CAUS ES Coordinated a contest with Miranda Lambert’s tour to earn donations for the Brookings Regional Humane Society.

Donated tickets to local fundraisers, benefits and silent auctions.

21


FACILITY IMPROVEMENTS AR ENA DI GI TAL DI S PLAY Installed a new, full-color Daktronics digital display with complete static and video graphics capabilities. Unveiled the display on November 3, 2017. • 1024 pixels in one module • 16 modules in one cabinet • 24 cabinets in the display

TICKET OFFICE

• 393,216 pixels in the display

7

TICKET SCANNERS ADDED

2

ACCESS POINTS ADDED

5

TERMINALS ADDED

14

4

5

TOTAL

TOTAL

TOTAL

WALK-THR OUGH M ETAL DETECTORS Received funds from the Homeland Security grant to purchase four walk-through metal detectors, adding additional security along with the current hand-held wand metal detectors. • BRAND: Garrett • PURPOSE: To increase security at public events

22


BES T OF THE BES T PR OGR AM Implemented an employee rewards program to recognize part-time staff who go above and beyond to help clients and fellow staff. The name “Best of the Best” reflects the Swiftel Center motto: MIDWEST HOSPITALITY AT ITS BEST. Full-time staff have a toolbox filled with treats, SWAG items and branded “High Five” cards to reward part-time staff throughout the year.

POI NT OF S ALE S YS TEM Added 9 point of sale (POS) systems throughout concession areas within the facility. This increased our number of POS systems from 3 to 12 total, making it significantly easier for patrons to make purchases using credit cards.

CONCES S I ONS UNI FOR M S Outfitted the concessions staff with new shirts purchased through Pepsi, our Pour Rights Sponsor.

WED D IN G T A ST I NG SHO WCAS E Designed centerpieces to showcase during Wedding Reception Tastings. Caused a buzz with brides including one who immediately shared on Instagram.

23


FINANCIAL PERFORMANCE

ECO N OM I C I M P AC T The Swiftel Center is a catalyst for economic development and consumer spending by attracting attendees. Visitor spending multiplier boosts commercial, retail, restaurant and hotel business throughout the entire region.

24


BUDGET 2017

ACTUAL 2017

$ 1,732,765.27

$ 1,611,608.61

$ 404,950.30

$ 404,950.00

$ 2,137,715.57

$ 2,016,558.61

$ 1,370,857.33

$ 1,400,216.07

$ 22,385.00

$ 19,898.34

Occupancy

$ 283,523.00

$ 270,526.36

Service / Operations

$ 329,737.00

$ 361,103.66

$ 22,000.00

$ 27,835.43

$ 109,213.24

$ 103,479.33

$ 2,137,715.57

$ 2,183,059.19

Capital Improvement Allocation

$ 300,000.00

$ 300,000.00

Capital Improvement Expenses

$ 300,000.00

$ 300,000.00

$ 0.00

$ 0.00

$ 0.00

-$ 166,500.58

Income Transfer from 3rd B Tax TOTAL INCOME & TRANSFER Personnel Services General Administrative

Travel & Motor Vehicle Management Fee TOTAL OPERATING EXPENSE

TOTAL OTHER INCOME TOTAL PROFIT / LOSS

O PE R A T I O NAL R EV ENUE V S . CI TY ALLOCATI ON $2,500,000

$2,000,000

$1,500,000

$1,000,000

$500,000

$0

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

REVENUE

2015

2016

2017

ALLOCATION

CITY ALLO CATI ON Since the Swiftel Center opened, the city allocation has remained relatively constant.

25


HOME FREE A Country Christmas Tour December 17, 2016


MIDWEST HOSPITALITY AT ITS BEST. The mission of the Swiftel Center is to enhance the quality of life for the citizens of the region by providing a gathering place for cultural, recreational, educational and community events, thereby positively impacting the economy of Brookings.

824 32ND AVENUE | BROOKINGS | SOUTH DAKOTA 57006 605-692-7539 | WWW.SWIFTELCENTER.COM

2017 Annual Report  

2017 Annual Report | Swiftel Center | managed by VenuWorks

2017 Annual Report  

2017 Annual Report | Swiftel Center | managed by VenuWorks