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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.
Management & Staff
Facility Partners & Local Leaders
Spotlight On Numbers
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.
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
Daktronics City Representative
Associate Executive Director
KYLEIGH CRAMER Volunteer Service Bank County Representative
Associate Director Event Operations
South Dakota State University University Representative
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
LEE ANN PIERCE
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
EAST RIVER POOL TOURNAMENT | CHAMBER THINK TRI-COMPANY DART TOURNAMENT
REZA: THE E
LITTLE I DANCE | PAWS FOR WINE | HOME SHOW | AUBRIE SELLERS
SWEET 16 HIGH SCHOOL BASKETBALL TOURNAM WILDFIRE CHEER & DANCE
LITTLE INTERNATIONAL DANCE CASA BANQUET
EASTER EGG HUNT
BROOKINGS HIGH SCHOOL PROM | SDSU ENGINEE
MINIATURE HORSE SHOW | CHAMBER LEAD TRAIN CVB TOURISM LUNCHEON
VETERAN’S MEMORIAL DAY PROGRAM
DRAFT HORSE SHOW
SOUTH DAKOTA GOVERNOR’S LUNCHEON WING & BREW FEST |
WILL LUNCH | PINK LADIES DART TOURNAMENT | C
SDSU ROBOTICS | MOMENTS TO CHERISH BRIDAL LITTLE
PRE-LEGISLATIVE LUNCHEON WALKER HAYES
LOCAL SHOWCASE | DAKOTA TERRITORY GUN SHOW
EDGE OF ILLUSION
RON WHITE | MOMENTS TO CHERISH BRIDAL SHOW
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
BROOKINGS HIGH SCHOOL GRADUATION
GARDEN BROS CIRCUS
ST REGIONAL HORSE SHOW
LEE ANN WOMACK
UNCLE SAM JAM |
BHS COMPETITIVE CHEER & DANCE
CHAMBER BUSINESS EXPO | CATHOLIC YOUTH RALLY
| FIRST CHANCE BONANZA PRCA RODEO
BROOKINGS CHAMBER AG BANQUET |
MG LEAGUES DART TOURNAMENT
TOWN MEN | SWIFTEL CENTER BASKETBALL CLASSIC
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.
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.
Executive Director | Certified Venue Executive (CVE)
FACILITY PARTNERS & LOCAL LEADERS RIGHTS FACILITY NAMING
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.
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!
City Manager | City of Brookings
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
POLLSTAR | COVER DATE: 3.20.17
3% AUTO PHONE PURCHASING LOCATION
POLLSTAR | COVER DATE: 8.28.17
POLLSTAR | COVER DATE: 1.5.18
SPOTLIGHT ON NUMBERS
104,065 TOTAL ATTENDANCE
285 TOTAL EVENTS
Full-time staff members.
4 00+ Part-time staff members.
38 NEW EVENTS
3. 2% CONSUMER SHOWS
MEETINGS & CONVENTIONS
3. 1% 0.6 % WEDDINGS
1 1 . 2%
1 1 .4% MEETINGS & CONVENTIONS
NOTEWORTHY VENUE #9 “MIDWEST TOP STOPS”
2017 SOUTH DAKOTA GREAT SERVICE AWARD
225 FIVE-STAR REVIEWS
VENUES TODAY MAGAZINE
SD DEPARTMENT OF TOURISM
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,
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
VOLUNTEER OF THE YEAR
VMS SCHOLARSHIP RECIPIENT
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.
10/27/2017 POLLSTAR MAGAZINE
2017 COMMUNITY GUIDE
2017 MOMENTUM MAGAZINE
All 50 United States, Canada, Australia, Asia & Europe
2017 BROOKINGS WEDDING GUIDE 20,000 Distribution 2017 THE VOW PLANNER
+ 79.3 %
INDUSTRY TRAINING VenuWorks Food & Beverage & Sales Meetings DAVENPORT, IA South Dakota Governorâ€™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.
TICKET OFFICE & MARKETING INTERN Kayla Justen
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 Lambertâ€™s tour to earn donations for the Brookings Regional Humane Society.
Donated tickets to local fundraisers, benefits and silent auctions.
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
• 393,216 pixels in the display
TICKET SCANNERS ADDED
ACCESS POINTS ADDED
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
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.
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.
Service / Operations
Capital Improvement Allocation
Capital Improvement Expenses
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
CITY ALLO CATI ON Since the Swiftel Center opened, the city allocation has remained relatively constant.
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 | Swiftel Center | managed by VenuWorks