Cedar Rapids Tourism Workplace right here to remain

CEDAR RAPIDS – VenuWorks, the company that redesigned the local tourism office after the Newbo Evolve music and culture festival in 2018 and left more than $ 2 million in debt, will continue to run the Cedar Rapids Tourism Office.

The city council voted Tuesday to extend a contract with the management company to October 14, 2025 to further market the area and attract visitors through conventions, sports and other events.

“We were asked by the city to start this after the previous Congress and Visitors Bureau were unable to work,” said Mike Silva, executive director of VenuWorks Cedar Rapids. “At the time, we felt it was very important to keep the commitments made for future tournaments and conventions, and we’ve been working with them ever since.”

The new office took shape when GO Cedar Rapids collapsed after losing $ 2.3 million at its Newbo Evolve festival, leaving some vendors unpaid. Two top employees were laid off.

VenuWorks is hired to book events for urban venues such as the Alliant Energy PowerHouse, Paramount Theater, McGrath Amphitheater, and Cedar Rapids Ice Arena.

The company operates from the PowerHouse Convention Center complex with five full-time employees and the support of three employees from the main office.

The city funded the previous organization with $ 1 million a year, said Silva. Over the three budget cycles, the city has signed a contract with VenuWorks to manage the new agency. Silva said she received $ 1.625 million, saving the city $ 1.375 million.

“We’re leaner and we’re getting some pretty good results,” said Silva.

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Since the new agency was founded in 2018, the city has financed 54 percent of its operating income, according to Silva. Up to 14 hotels charge guests a fee of $ 2 per room per night and transfer it to the Cedar Rapids Tourism Office to fund travel marketing efforts, which make up 37 percent of the company’s revenue. The other 9 percent comes from community sponsorship, a visitor guide, and other advertising.

According to Silva, the agency has achieved an economic impact of $ 31.19 million on visitors through 83 congresses and sporting events as well as 19,427 overnight stays in hotel rooms. This means that for every US dollar the city spends on tourism, the direct spending of visitors is US $ 24.09.

Although the pandemic devastated the tourism industry, Silva has confirmed 72 events by 2026, according to VenuWorks, which will translate into an estimated 47,981 hotel room nights and an economic impact of $ 43.38 million.

Major events in the coming years include the National Association of Intercollegiate Athletics, the Cross Country National Championships, the USA Roller Sports 2021 National Championships, the Sweet Adelines Regional Contest, and the Association of Nature Center Administrators Annual Summit. According to Silva, further inquiries for suggestions for booking events are to be made by 2032.

Councilor Scott Olson said VenuWorks “came to the table and helped us in a very difficult situation”.

The company is well placed to run the agency, Olson said, adding that the duration of the agreement will help VenuWorks hire people and improve the city’s quality of life.

“We’re doing it with less staff and we’re making sure something happens,” he said.

Notes: (319) 398-8494; marissa.payne@thegazette.com