baker tilly - monona terrace 2013 economic impact study

8/12/2019 Baker Tilly - Monona Terrace 2013 Economic Impact Study

1/112013 ANNUAL REPORT

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Photo by: Rebekka Lafferty-Gebauer


2/11

LETTER FROM THE CHAIRMAN

GLENN KRIEG

Fellow Madisonians,

The word Monona is a Chippewa word believed to mean beautI think Beautiful Terrace accurately captures the spirit of this unfacility that Frank Lloyd Wright envisioned over 70 years ago, anstrongly embraced by the greater Madison region and State of Wiscotoday.

Monona Terrace has been a solid anchor for our community, draw

in hundreds of thousands of visitors annually to Madison for the 16 years. The complimentary community events offered to over 50people each year, flavored with a Frank Lloyd Wright essence, mMonona Terrace a favorite destination of locals as well. With a supoverall customer service rating, one of the first U.S. Green BuiCouncil LEED certifications in the convention industry and an aveannual economic impact of over $42 million, the facility provides stbuilding blocks from which we can provide the opportunity for our gcity of Madison to become a premiere U.S. destination.

As we look to the future, we reflect on the Citys investment in the tourconvention industry. In 1997, Monona Terrace opened for business

in 2001 the attached Hilton followed. However, no major investin this industry has occurred since then. Continued efforts are neeto ensure not only the future of Monona Terrace, but also the fuof Downtown Madison as a destination. Additional proximate hcapacity is important to attracting conventions to keep Monona Tercompetitive as an effective facility for larger groups that are currgoing elsewhere.

Today, the Judge Doyle Square development is a trending topic incity. So much discussion has taken place about the hotel piece; residare starting to believe this is simply a hotel project, when in factmuch more. It covers many other very important infrastructure needdowntown including parking, residential space and retail; it will be a

project to move Downtown Madison forward as a competitive destinaThe first critical step for a prospective convention customer is chooa destination. A project the size and scope of the one being propcreates a destination within a destination. A place where residvisitors, guests and business travelers would be happy to gather.

As a Board we are committed to realizing Monona Terraces full poteThe economic and public benefit the community has received as a rof the years of operation is remarkable yet much opportunity remaThe Judge Doyle Square project provides the city with a possibilimaximize both Monona Terrace and Downtown Madison as a destina

At a recent Downtown Madison Incorporated (DMI) Board MeeFormer Police Chief Noble Wray was quoted as saying, As Downt

goes, so does the rest of our city. If this is the case, how can we not into ensure the future success of a remarkable facility located in a remarkable Downtown?

Sincerely,

Glenn Krieg, ChairmanBoard of Directors


3/11

LETTER FROM THE DIRECTO

GREGG MCMANNERS

Greetings!

he mission of Monona Terrace Community and Convention Center iso be a high quality, customer focused convention and meeting facilityhat serves as a community gathering place, a tourism destination and aatalyst for economic activity for the City of Madison, Dane County andhe State of Wisconsin.

ased on the performance in 2013, we are pleased to report that our

esults reflect a growing trend by the community to attend events atMonona Terrace, a strong interest in Frank Lloyd Wright and Mononaerrace as a tourist destination and the best business year in our history.n 2013, we set a new record for revenues by hosting 675 events, whichn turn generated significant economic benefit for our community.

As host to diverse events and individuals from all walks of life, Mononaerrace serves as a unique gathering place in the heart of Madison and isedicated to supporting the regions economic, sustainability and qualityf life goals. The 2013 Annual Report provides the economic impactnd fiscal results attributed to the conventions, conferences, meetingsnd events as well as key accomplishments, milestones and updates thatccurred during the year.

Monona Terrace Community and Convention Center is owned andperated by the City of Madison. It is supported by Transient Occupancyaxes (Hotel Room Taxes) and operating revenue. No City real estate taxollars are used to sustain Monona Terrace. Monona Terrace in turn hasriven the Transient Occupancy Tax Fund upward with its various events,

n particular conventions and conferences.

Over the past 10 years, conventions and conferences held at Mononaerrace have generated almost 50,000 room nights on average eachear. Accordingly since 1997, the Room Tax Fund has grown 121%. Thatrowth allows the Room Tax to also support general fund expenses, the

Greater Madison Convention and Visitors Bureau and tourism relatedvents.

We are proud of our strong relationship with the Greater MadisonConvention and Visitors Bureau, which does a great job selling thisity and serves as our marketing and sales arm for conventions andonferences. Yet, achievements would not be possible without our crewf dedicated staff who work each day to deliver an exceptional and

nspirational experience to our guests.

inally, thank you to our clients! Approximately 65% of them return eachear to host events at Monona Terrace. We are honored to serve as aome base for so many local and regional corporations, associations,

mall businesses, nonprofits, and social events. We appreciate therust you have in us and we will continue to work hard to retain youronfidence.

Our Vision Statement is, To deliver an exceptional and inspirationalxperience. I invite you to join us for your own Monona Terracexperience and look forward to another great year in 2014!

Kind regards,

Gregg McManners, Executive Director


4/11

...total direct spending results in an estimated $52,000,000of economic benefit to Madison, Dane County and the State oWisconsin during 2013.

To read the full report, click h
http://mononaterrace.com/files/doc/b40fe0b3-6be2-3f32-1234-535962360df7.pdfhttp://mononaterrace.com/files/doc/b40fe0b3-6be2-3f32-1234-535962360df7.pdf


5/11

Judge Doyle Square

he City of Madison, home to the State of Wisconsin Capitol, Uni-ersity of Wisconsin and Dane County, is at the center of the Statesastest growing region. With growing diversity among its population,he Madison region offers a vital and dynamic workforce, the result ofn outstanding education system, a diverse economy and successfulartnerships between the public and private sectors.

At the heart of the region is downtown Madison. It is unlike any other inhe world. In his 1911Madison: A Model City, renowned city planner

ohn Nolen said, Madison is one of the most striking examples thatould be selected in the United States of a city which should have aistinct individuality, marked by characteristics separating it from and

n many respects elevating it above other cities.

he Downtown serves as Madisons signature. It is the geographic,conomic, and civic heart of the community. When people thinkf Madison, images of the Downtown and its unique isthmusetting often drive their impressions. It is the place where theommunity comes together to enjoy many hosted events andbundant activities.

is within this context that the City of Madison is pursuing an exciting,

ew, mixed-use development opportunity known as Judge Doylequare, in the heart of the citys central business district. Judge Doylequare is a two-block area in downtown Madison, and the current sitef the Madison Municipal Building and the Government East parkingarage. The site was identified by the Downtown Plan as a location

with significant redevelopment potential and is also located immedi-tely adjacent to Monona Terrace.

he project program from the initial design included parking, residen-al housing, ground floor retail, office space and another full-serviceotel to serve Downtown and Monona Terrace. In February 2014, the

Common Council voted to move forward and have the City negotiatewith JDS Development to ultimately forward a project for approval to

he Madison City Council.ased upon internal data, along with data collected from the Greater

Madison Convention and Visitors Bureau, Monona Terrace has long

believed its performance could be enhancedwith another hotel to serve its clients. Begin-ning in 2008, the City of Madison hired threedifferent consultants to study the hotel marketand the potential benefits to Monona Terraceas a result of the addition of a new hotel.

Each of the consultants confirmed that the ho-tel market in Downtown Madison was robustand the market could sustain another hotelwithout significantly impacting the existingdowntown hotel properties. Both the HundenReport and the Johnson Report found thatMonona Terrace and the Downtown wouldbenefit from a new hotel sited within closeproximity to Monona Terrace.

This two block area has the chance to be agame changer for both the City of Madisonand Monona Terrace. Converting a two blockarea that is largely void of activity into a lo-cation of vitality would benefit Downtown asa destination. Additionally, a new, nationallybranded hotel would serve both visitors andMonona Terrace long into the future.

upporting small business andmployment opportunity is a highriority for the City, Monona Terracend its Board of Directors. Mono-a Terrace has a payroll of $4.6Mnd Monona Caterings payroll ispproximately $2.6M, resulting in a

ignificant sum of money spent oraved mostly in Madison and Dane

County. When employees spendhese earnings locally, it supports innumerable small business enter-rises and jobs.

State and Local Impact

Monona Terrace and Monona Catering purchased goods and serviceshroughout the year that supported businesses and jobs locally andtatewide. In 2013, Monona Catering made purchases of approx-mately $440,000 from 70 Dane County vendors, while Mononaerrace purchased $1.8M in goods and services from Dane County

endors and $411,860 from State vendors outside of Dane County.

This represents 61% of Monona Terracestotal purchasing expenditures. The total 2013direct spending impact by Monona Cateringand Monona Terrace was approximately$9.9M.

Making a Difference

It is not feasible to definitively quantifyMonona Terraces impact on small businessenterprises and employment opportunitieswith data currently available. However, weknow that the impact is widely disbursed, andwe are confident that Monona Terrace andMonona Catering make a strong, positivecontribution to these stakeholders in ourbusiness operations through our payrolls andpurchases of goods and services throughoutthe year. This is in addition to the economicimpact of the conventions and conferences

we host each year.

Small Business and Employment Opportunity

One of several proposed plans for Judge Doyle Square.
https://madison.legistar.com/View.ashx?M=F&ID=3069123&GUID=92506A29-3F64-47F4-BA37-DD531BFC91F0http://www.cityofmadison.com/planning/judgeDoyleSquare/


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New carpet medallion in the mainentrance (at top), the GrandTerrace (not pictured) and theentrance to the Lecture Hall(before/after pictured above)

Before (right)/after (below): oneof many remodeled plug andplay sitting areas.

Following page before/after: Level 3gallery Beyond the Drawing Board: TheJourney of Frank Lloyd Wrights MononaTerrace, multimedia exhibit.

Monona Terrace Renovation

December of 2013 marked the start of a major renovationof the building. Rather than focusing simply on cosmeticchanges, the renovation concentrated primarily on im-proving environmental sustainability and enhancing the waythat guests interact with the building. As an extension of thisgoal, cosmetic changes were also made. Most noticeablewas the installation of a newly designed carpet. The carpetwas once again designed by Architect Anthony Puttnam, astudent of Frank Lloyd Wright at Taliesin, and lead architect

in the construction of Monona Terrace.

Sustainability

As with many of Monona Terraces initiatives, environmentalconcerns remain in the forefront. As an example, the newcarpet is made of 100% recyclable material,and the carpet removed was also completelyrecycled! In fact, many of the renovationprojects were dedicated to creating a moreenvironmentally sustainable infrastructurewithin Monona Terrace. Over 750 light fixturesthroughout the building were upgraded to LED

(Light Emitting Diodes). LED lights are mercuryfree, use a third to a thirtieth of the watts usedby incandescent or fluorescent, and last muchlonger than typical light fixtures. These addi-tions will help reduce Monona Terraces baseenergy usage. As occupancy of the facilitygrows based on events, modifications such asthese ensure Monona Terraces consumption,on average, of 49% less energy than otherconvention centers located in similar climates.

Reducing water usage was also a goal ofthe renovation. All of the existing bathroom

plumbing fixtures were replaced with eitherwater-saving or waterless fixtures. The estimat-ed water savings is approximately 300,000gallons per year!

Enhanced Experience

Much planning, effort and design went intoimproving the way that guests inhabit thespaces within the building. Working withIsthmus Architects, the spaces formerly occu-pied by obsolete pay phones were redesignedas plug and play workstations. Counter space

and upholstered stools were added to makethe space comfortable and inviting.

With the intent of drawing our convention attendees intothe community and the Greater Downtown, a captivatingphoto and poetry exhibit curated by David Wells, entitledReflections: Madisonwas installed along the north hall onthe main level. The renovation also provided an opportunityto have the Wright Picture exhibit, photographs by PedroGuerrero, revitalized. New framing, updated captions andrearrangement of the display on the west side of the main entrance have breathed new life into this art exhPossibly the most exciting addition during the renovation was the installation of a multimedia gallery portrayingstory of Monona Terrace titled Beyond the Drawing Board: The Journey of Frank Lloyd Wrights Monona Terrace

gallery incorporates photographs, recordings, touch-screen software, video and artifacts on loan from the F

Renovation before/after photos by: Errin Hiltbr


7/11

Lloyd Wright Foundation and is located on level 3, encir-cling the west staircase.

Other customer driven upgrades include new digitalroom signs for easy wayfinding. Clients will now be ableto upload images such as their logo or the logos of their

sponsors and have them displayed on the room sign alongwith the event name, session times, etc. The new signs

work in concert with the plasma displays placed strategicallythroughout the building. As clients become acquainted with

the capabilities of this new signage format, inventive ways ofbranding events will undoubtedly become the standard.

Monona Catering

2013 Record Setting Year

he trend of a less conservative approach to food andeverage purchases for events led to four all time records

n revenue for the months of April, June, August andOctober. The year ended with revenues up 10.25% fromhe previous year. This increase in the average spendinger service in 2013 is an indicator of economic recovery in

he convention and conference industry.

Renovations Increase Efficiency

Kitchen projects completed during the 2014 Mononaerrace renovation, such as expanded walk-in coolerpace, improved high-efficiency ovens and electric tiltkillets, refinished kitchen floors, new keg coolers andenovated bars, will all add to increased efficiencies innergy consumption and production, ultimately resulting inmproved services for guests.

Sustainability

Monona Catering continues to apply environmentallyustainable practices and is particularly proud of the part-ership formed in the previously experimental compostingrogram run through the University of Wisconsin. In 2013,1.3 tons of pre-consumer composting was diverted from

he waste stream through this program. Since the inceptionf this partnership in 2012, nearly 60 tons of compost haseen diverted from landfills. Additionally, their food dona-on program resulted in over 5 tons of food being given

o the Salvation Army and similar organizations in 2013.

New Services Find Success in 2013

In cooperation with Monona Terrace, severalWedding Packages developed to sim-

plify the planning process for thenon-professional wedding plan-ner were rolled out in 2013.The packages ranged from anall-inclusive Premium Packageto a Basic Service Package.The result was very successful,with 50% of all wedding clientspurchasing a package for theircatering needs. The packageshave been continued for 2014.

Lake Vista Caf Rooftop

The Lake Vista Caf, located in the WilliamT. Evjue Rooftop Gardens, which is open seasonallyfrom the second Tuesday in May through the endof September, enjoyed another record setting yearwith sales in excess of $150,000. The Caf featureshand-crafted, artisanal, daily specialties created withlocally grown foods from the Dane County FarmersMarket. Once again, end of season customer surveyaverages for staff service, value and food qualitywere exceptionally high and exceeded 97%. The Cafcontinues to grow in reputation as a must on manyMadisonians lists of summertime activities.
http://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/catering/catering-serviceshttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibit


8/11

Shown (right & below) the exhibitlocated in the level 3 gallery.

2013 Community Relations Recap

Community Gathering Place

Monona Terrace produces and presents over 100 events (not including tours oroutreach) each year as a way to welcome the public to use the facility as theircommunity gathering place. Approximately 54,000 people attended a communityevent in 2013, and our email list reached 6,500 subscribers.

The Monona Terrace produced series that showed the most growth in 2013was Concerts on the Rooftop, with 9% growth over the previous year, hosting

14,732 people. Single event attendance records were also set; the highest everattendance at a wellness program, with 160 people at the first Yoga class, andthe highest attendance at a single concert on the rooftop with Madison Countyat 3,600 people. We are proud to continue to draw new attendees to our events

AND Monona Terrace. Of the 1,000 people who answered our surveys, 43%had never attended a Monona Terracecommunity event and 13% had neverbeen to the building before.

Coverage of community programs,booked events, and downtown de-velopment accounted for most of themedia attention in 2013, including

print, TV and radio; the majority beinglocal. PR value totaled $106,267.

Tourism

Monona Terrace serves thousands ofvisitors and guests each year who aredrawn by its Frank Lloyd Wright originsand unique design. Its placementin downtown Madison and on LakeMonona offering fantastic views, issupported by rooftop gardens, artexhibits, an onsite gift shop, a summerrooftop caf and guided tours to individuals and groups alike. Group andstudent tours showed 13% growth over the previous year serving 2,628people in 2013.

Monona Terrace also hosted 18 architectural writers from around the countryas part of the GMCVBs Familiarization (FAM) tour 2013. Numerous nationalpublications were represented with resulting coverage by numerous onlinepublications as well as print in the Dallas Morning News, the New York

Amsterdam Newspaper, and upcoming features in AAA Living and MidwestLiving Magazines.

In conjunction with the renovation, MononaTerrace opened two new exhibits in 2013:

Beyond the Drawing Board: The Journey ofFrank Lloyd Wrights Monona TerraceAn inter-active, multimedia exhibit showcasing the epic59 year journey of a project that was a laborof love for Americas greatest architect, and asource of one of the greatest civic debates in thehistory of his hometown, Madison, Wisconsin;Level 3 Gallery

Reflections: MadisonColorful interpretationsof our lakes and isthmus, ideas and daily life,seasons and celebrations, as captured by lo-cal photographers and poets. Depictions of the

Citys physical and cultural environment create
http://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/community/all-programs/category/concerts_entertainment_events#concerts_on_the_rooftophttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/community/all-programs/category/health_wellness_programs#lunchtime_yoga_programs/category/health_wellness_programs#lunchtime_yoga_http://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibit


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portrait of our unique surroundings; East side, level 4, Feb approx Oct 31; 29 images by 12 photographers andoems by 11 poets.

Sponsors

Community programming at Monona Terrace wouldot impact nearly as many people as it does without our

mportant slate of partners, sponsors and grantors. Wehank them all. 2013 sponsors included Alliant Energy,American Family Insurance, Dean Clinic, the

riends of Monona Terrace (now Mononaerrace Community Programs Inc.), TheGreat Dane, St. Marys Hospital, MG&E,rank Lloyd Wright WI, AIA Wisconsin,

Group Health Cooperative SCW, Dr.arah Moore, the Oakwood Foundationnd The Evjue Foundation. Multiplerants were also received from the

Madison Arts Commission and DaneArts. The partner list, too long to list here,ncludes a slate of over 50 businesses andrganizations that choose to work with

Monona Terrace in serving the public.

inally, Monona Terrace began collecting donationst select MT produced events, mostly concerts, in Novemberf 2009. Since then, $16,424 has been collected at eventsrom individual donors and $5,916 has been receivedhrough online and mail donations. In 2013, a grand totalf $5,067 was received in donations.

Volunteers/Interns

ours of the building and outreach to our schools withducational workshops are provided by 35 docents, and 15vent volunteers serve as welcome liaisons who hand outyers and answer questions at our events. The entire crew ofolunteers logged in 1,758 hours in 2013. Interns donated,850 hours of time with us in 2013.

Customer Engagement

In 2013 Monona Terrace Staff continued its commitmentto guest satisfaction by working to measure customerengagement and to respond to the results. What is cus-tomer engagement? Engagement indicates the strengthof the customers investment in a given company. Positiveexperiences with the organization strengthen that invest-ment and negative experiences weaken it.

Customer engagement is the best measure of currentand future behavior; an engaged relationship is the onlyguarantee that a customer will return to the organiza-tion. However, simply achieving a high level of customersatisfaction does not guarantee the customers business.Sixty to eighty percent of customers who defected to acompetitor reported in a survey that they were satisfiedor very satisfied. Satisfaction is just the foundation, theminimum requirement, for a continuing relationship withcustomers. In 2013 the guest survey result for CustomerSatisfaction was 97%.

Engagement extends beyond satisfaction. Loyalty andretention are two other important aspects of customer

engagement. Highly engaged customers are moreloyal. Therefore, increasing the engagement of cus-tomers increases the rate of customer retention. In2013 the guest survey result for Willingness to Returnwas 100%. The rate of repeat business (retention rate)in 2013 was 66%.

Lastly, customer advocacy is an important aspect ofcustomer engagement. Highly engaged customers aremore likely to engage in word of mouth advertisingthus becoming ambassadors for the organization.This in turn can drive new customer acquisition. In2013, guest surveys reflected a 100% Willingnessto Recommend. This measure is the highest level ofcustomer engagement because customers will notmake recommendations unless they are very engagedwith an organizations products or services.

Monona Terrace enjoys a high level of customerengagement and this has been and will continue tobe a priority in the years to come. Monona Terracecustomers, whether they are hosting a convention orconference or attending a rooftop concert, will alwaysbe our most important guest.

Reflections: Madisonexhibition (top & left)located in the north hallway on level 4.

Exhibit photos by: Errin Hiltbrand
http://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/frank-lloyd-wrights/beyond-the-drawing-board-exhibithttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/community/volunteer-opportunitieshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/attending-event/reflectionshttp://mononaterrace.com/community/volunteer-opportunitieshttp://mononaterrace.com/attending-event/reflections


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2013 Awards & Recognition

The Governors Tourism Service Excellence Award.This awrecognizes the Wisconsin business that has achieved significant sucand growth by providing exceptional service to their customers astrong, charitable involvement in their community.

The U.S. Environmental Protection Agencys (EPAs) Long Term Conlist for Monona Terraces commitment to using green power; million kilowatt-hours (kWh) of green power annually.

Finalist for Best Indoor Reception Site, 2013 Readers ChAwards for Wisconsin Bride Magazine.

Voted theWisconsin 2013 Pickfor The Knot Best of Weddings.

Monona Terrace maintained LEED-EB silver certification from the Green Building Council and certification from Travel Green Wiscoin 2013.

2013 Prime Site Awardby Facilities & Destinations Magazinnational publication.

MONONA TERRACE VISION:

To deliver an exceptional and

inspirational experience.

Photo by: Deborah Berke

Testimonials

Everything went off without a hitch; the room was set perfectlyfood was topnotch, and the hospitality of the staff was second to n...thank you all for the hard work and extra efforts everyone put fto make it appear seamless. I am looking forward to working witof you again Sue L., Domestic Sales Coordinator/Sales Communication, Accelerated Genetics

Our reception was absolutely amazing and we received so m

compliments on the space and foodIt was everything I could hdreamed ofWe had an amazing night and I cannot possibly thinone thing that could have made it better. Bride, Rachel C.

The event last night was perfectand everything on your was done to a tee. I really appreciate all of the help you gavethroughout this process and it looks like all of the hard work offwe had several compliments last night about the event.AlV., Corporate Communication Specialist, Hooper Corpora

We are basking in the glow from our wonderful event Tuesday. Tyou for helping us get through it with flying colors. The food was gand your help was indispensable. Thank you for your gracious pati

and support! Robin R., Communications Director, MadCommunity Foundation

I appreciate your willingness to help us get the details right. conference was a huge success and the Monona Terrace facility the hard work of its staff played a significant role in the succeChristopher W., Marketing and Communications CoordinaCenter for Quick Response Manufacturing

We have been receiving tons of grateful emails from our participwho loved the food and the venue, and felt that they had been treunusually well. The rooftop terrace was spectacularreally a point of a wonderful weekend. I enjoyed myself fully too, not alw

the experience of the conference organizer Caroline L., Madison Department of English


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Monona Terrace Community & Convention Center2011-2013 Year-End Performance Measures

2011Actual

2012Actual

2013Actual

Conventions and Conferences* 62 65 67

Economic Impact from Conventions & Conferences $46.5M* $52.5M** $52M**

Average Attendance at Conventions or Conferences 659 716 675

As a Percentage of Total Events 9.8% 10.9% 9.9%

As a Percentage of Building Revenue 51.0% 52.5% 50.4%

Room Nights Generated 42,684 46,492 44,746

Local Events 470 434 562

Average Attendance at Local Events 291 280 299

As a Percentage of Total Events 74.6% 73% 83%

As a Percentage of Building Revenue 43.2% 42.1% 48%

Community Events 98 95 107

Average Attendance at Community Events 344 581 521

As a Percentage of Total Events 16% 16% 16%

Total Attendance of Tours 3,217 2,401 2,628Volunteer Hours 1,342 1,729 1,758

Total Number of Events 630 594 675

Building Activity

Number of National or International Events 29 33 32

Number of State and Regional Events 92 75 81

Number of Events in Building per Day 1.7 1.6 2.4

Total Square Footage of Space Rented 15.1M sq. ft. 15.8M sq. ft. 16.8M sq. ft.

Catering Activity

Number of Meals Served 111,828 118,281 118,246

Number of Guests Served at all Catered Functions 426,071 429,434 458,582

Pounds of Food Donated to Charity 8,442 6,751 10,067

Pounds of Pre-consumer Food Waste Composted 40,000 52,000 62,625

Customer Service

Percentage of Repeat Business 67% 65% 66%

Willingness to Return 99% 99% 99%

Overall Customer Satisfaction Rating 98% 97% 97%

Note:Conventions are multi-space/multi-day business with peak room nights of 151 or greater, and/ortotal room nights of 500 or greater. Conferences have peak room nights of between 50 and 150 andtotal room nights of 499 or less.

* As calculated by Baker Tilly using the average spending per convention delegate, based on bothpeak room nights and attendance, as determined by the Destination Marketing AssociationInternational, and adjusted for the Madison area.

For more information about Monona Terrace, its mission

and accomplishments please go to www mononate ace com
http://mononaterrace.com/http://mononaterrace.com/

baker tilly - monona terrace 2013 economic impact study

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