R-21-20VILLAGE OF DEERFIELD
RESOLUTION NO. 2021- R-21-20
A RESOLUTION AUTHORIZING A GRANT
TO THE LAKE COUNTY CONVENTION AND VISITOR BUREAU
WHEREAS, Article VII, Section 10 of the 1970 Illinois Constitution authorizes the
Village of Deerfield ("Village') to contract with individuals, associations, and corporations
in any manner not prohibited by law or ordinance; and
WHEREAS, the health of the Deerfield business community is essential to residents
of the Village; and
WHEREAS, the Lake County Convention and Visitor Bureau (`Bureau's supports
the Deerfield business community, including the hotels in the Village, through a variety of
marketing and other programs; and
WHEREAS, each year the Village provides a grant to the Bureau; and
WHEREAS, the Village Board has determined that it is in the best interests of the
Village's business community and its residents to provide the Bureau a grant of $31,500.00;
NOW, THEREFORE, BE IT RESOLVED BY THE VILLAGE BOARD OF
DEERFIELD, LAKE AND COOK COUNTIES, ILLINOIS, as follows:
SECTION 1: RECITALS. The Village Board hereby adopts the foregoing recitals
as its findings, as if fully set forth herein.
SECTION 2: APPROVAL OF GRANT. The Village Board hereby approves a
grant to the Bureau in the amount of $31,500.00.
SECTION 3: AUTHORIZATION TO EXECUTE GRANT. The Village Board
authorizes and directs the Village President, the Village Manager, the Village Clerk, and
the Village Finance Director to execute and attest, respectively, on behalf of the Village, all
documents necessary to issue the grant approved in Section 2 of this Resolution.
SECTION 4: EFFECTIVE DATE. This Resolution shall be in full force and effect
from and after its passage and approval according to law.
[SIGNATURE PAGE FOLLOWS]
{00121027.1}
AYES: Benton, Jacoby, Jester, Metts-Childers, Oppenheim, Seiden
NAYS: None
ABSTAIN: None
ABSENT: None
PASSED: June 22, 2021
APPROVED: June 23, 2021
RESOLUTION NO: R-21-20
•
aniel C. Shapiro, Mayor
ATTEST:
ent S. Street, Village Clerk
100121027.1)
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Visit Lake County
Tourism Marketing Partnership ROI
for the Village of Deerfield
4/9/21
Thank you for your yearly investment and support of our on-going hospitality business development program to
help boost the visitor economy of Deerfield. Now, more than ever, our partnership is crucial especially to your
hotels who are continuing to deal with the impact of COVID-19. Hotels were forced to lay-off many employees
including sales and marketing personnel so they have been more dependent on our team for outreach to clients.
The Deerfield hotels have been particularly hard-hit due to the suspension of most business travel during the
pandemic. As the recovery advances, we will help elevate the profile of Deerfield as an ideal meetings destination,
ready to welcome visitors - following health and safety guidelines. I have outlined below the initiatives we have
provided during the pandemic to help Deerfield and your hotels.
Visit Lake County Website for trip planning
Our website is a rich resource for travelers and residents - providing descriptions, photos, videos and blogs about
Lake County attractions and events. The Village of Deerfield is highlighted in our community section with links to
29 local establishments from hotels to restaurants and park district facilities. We also produced short videos for 7
businesses to enhance their website listings. Pre-COVID-19, we averaged over 69,000 unique visits and 100,000+
pageviews per month on our website. In response to the pandemic, we created LakeCounty @Home, a hub for
information on restaurants offering Take -Out and Curbside Services, Open Hotels, Virtual Events and Tours,
Community Resources and more. We have been actively adding special offers and hotel packages to this section.
Direct Support for Deerfield Hotels
During the pandemic we have been convening a Hotel Recovery Task Force to discuss the business climate and
marketing strategies. Hyatt Deerfield, Embassy Suites and Marriott Suites have all been active participants. A key
strategy is to continue to nurture relationships with customers so Lake County is top of mind when they start
planning meetings and training programs again.
We have implemented a number of initiatives from sending personal notes and holiday cards to clients, hotel
spotlights on Linkedln to videos on the health and sanitation protocols in place at local hotels. We have focused
on highlighting the Deerfield hotels on Linkedln and in Hotel Spotlights on Instagram (see samples below) and our
Tourism Newsletter to encourage hotel stays. We have also continued our sponsorship with meeting and event
referral services to recruit future corporate and association meetings and conferences for Lake County hotels.
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Visitors Map Guide to encourage travel
This past year we published a map guide reflective of the changes in consumer travel right now. Since travelers
are staying closer to home, we focused on an easy -to -follow map of Lake County. We also promoted road trips
through the main corridors of the county including Route 41 with a suggested overnight stay at a Deerfield hotel.
Visitors can download the guide from our website, plus 40,000 copies are being distributed at our Lake Forest/1-94
Tollway Oasis kiosk, Illinois Welcome Centers and other tourism outlets.
Public Relations & Social Media Marketing across Channels and Platforms
During the pandemic we promoted virtual and outdoor events until things opened up again. We listed 19 events
in Deerfield on our website since last summer, many were sponsored by the park district, Jewett Park Community
Center or the public library.
We are very active on social media platforms and promote community events and businesses through Facebook
(58,658 followers), Twitter (7,283 followers) and Instagram (4,417 followers). We mentioned Deerfield events
and businesses 88 times in Facebook, Instagram and Twitter posts plus we tagged the Village of Deerfield 102
times in social media posts in the past 12 months.
We also write two to three blogs weekly on Top Weekend Events in Lake County. Deerfield events and businesses
were mentioned 26 times in our blogs the past 12 months including blogs on Top Events for the Month, Fall Photo
Ops, Street Art & Murals, Ice Skating in Lake County, Independent Retail Month in Lake County and more. Below
are some sample social media posts featuring Deerfield.
Caspar Ori Log Cabin in Deerfield
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loin the-eerheic Park Jrs:ri;: in their community goal of 1,048 miles
from the park district around beautiful Lake Michigan and back[ This
goal
cannot be accomplished without your help! The challenge begins
v antl ends on March 31. Register and get running!
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Deerfield Park District Community Race To Lake Michigan
the Deerfield hark Di<tnct encourages you to Bc All- Stay Heal)
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Ooh baby) It's time for some nbs at Lake County's own Carson's Ribs and
City BBQ In i4 l)—Leto! $top by these Dee Keld restaurants this weekend
for the last two days of ..C�eS.a " t_- .I,!'ert,r y Ilrrp i� a s •c. �...
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Lake County Restaurant Rally, July 31 -August 9 and February 26 -March 7, 2021 • ,
To support Lake County restaurants during the pandemic, we hosted two Lake County Restaurant Rallys. We
created special sections on our website to highlight opportunities for people to support restaurants in whatever
ways felt comfortable and safe including indoor dining and takeout options. We conducted highly targeted digital
marketing campaigns and partnered with WXLC Radio and the Daily Herald on print and online ads.
Lake County Restaurant Week, May 14-23, 2021
We will be hosting our annual Lake County Restaurant Week in May to showcase local dining experiences and
help attract new diners and visitors. Past campaigns have produced 5 million impressions from radio, YouTube
videos, Daily Herald ads, Chicago Tribune eblasts and inserts plus we produce postcards, coasters, mailers, blogs
and native ads. Our 2020 Lake County Restaurant Week Facebook and Instagram video ads alone generated a
reach of 236,353 with 1.2 million impressions.
We will be creating a dedicated section on our website which last year generated 102,000 landing page views and
featured participating restaurants and their special menus. In 2020 the restaurants in the Deerfield full-service
hotels participated. We are encouraging more Deerfield restaurants to get on board this year. For our 2021
campaign, we are planning to use a mobile platform to encourage diners to enroll and "Check -In" at venues.
Partnership/Funding
As the certified Destination Marketing Organization for the county, we are awarded a state tourism grant
annually. The grant funds are earmarked for sales and marketing initiatives to boost tourism, and must be
matched by local partners. We realize the financial ramifications of the COVID crisis. We are glad that you
recognize the importance of our partnership in supporting your hospitality community during the recovery. Visit
Lake County will play a pivotal role as an economic catalyst once this pandemic subsides.
Your annual investment of $31,500 is leveraged with other Lake County communities for a cost-effective regional
approach to attracting visitors. The commitment of all partners allows us to provide the best services and support
to our community members and business partners. These contributions also help ensure Visit Lake County
receives its appropriate share of the funds available through the Illinois tourism grant program.
Thank you for your past investments. We are grateful that Andrew Lichterman serves on our Board of Directors -
which ensures that your village is well represented in our marketing initiatives. During these challenging times,
your hotels appreciate the marketing and business recruitment provided by Visit Lake County. As the Deerfield
hotels start to rebuild their occupancies, they will help local restaurants who rely on hotel guests to boost
weekday dining business. We are committed to helping Deerfield rebuild your tourism economy and strengthen
the local hotel tax base.
We appreciate your continued support.
Sincerely,
President
Visit Lake County
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VisitLakeCounty.org
April 9, 2021
Andrew Lichterman
Village of Deerfield
850 Waukegan Road
Deerfield, IL 60002
INVOICE #2021-7499
Visit Lake County
5465 West Grand Avenue, Suite 100
Gurnee, Illinois 60031
847-662-2700
For FY'21 Tourism Community Marketing Partnership $31,500.00
TOTAL DUE: $31,500.00
Please make check payable to Lake County Illinois CVB and remit to 5465 West
Grand Avenue, Suite 100, Gurnee, IL 60031.
Lake County IL CVB Thanks You For Your Continued Support