Executive Position Description

President & CEO

www.VisitDuluth.com

On behalf of our client, Visit Duluth, KeyStone Search is conducting a retained search for a President & CEO.
www.keystonesearch.com

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About Duluth

Duluth, Minnesota is a city for all seasons. It has been rated by Money magazine as one of the top four Midwestern small cities, based on livability and Outside Magazine ranks it in the Top 10 Outdoor Towns in the U.S. and a Top 10 Dream Town. Duluth is located at the westernmost point of the Great Lakes on the north shore of Lake Superior, halfway between Minneapolis/St. Paul and the Canadian border, The City serves as the county seat of St. Louis County and has a population of over 86,000 and 184,000 within a 30 mile radius.

Tourism's annual direct economic impact is more than three-quarters-of-a-billion dollars while 3.5 million visitors are attracted here each year employing over 18,000 persons from entry level to top management directly supported by visitor expenditures. Duluth is home to the College of St. Scholastica, the University of Minnesota Duluth, Lake Superior Community College, Fond du Lac Community College and across the bay, the University of Wisconsin-Superior. As the worlds largest, farthest-inland seaport, more than 1,000 vessels arrive in the port each year. The Aerial Lift Bridge is Duluths most famous landmark.

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In June, Grandmas Marathon, one of the largest marathons in the U.S., features a beautiful point-to-point course that starts just outside of Two Harbors and runs along a 26.2 mile stretch of the scenic north shore of Lake Superior. In July, the majestic Tall Ships arrive and dock along the waterfront, Bayfront Festival Park and Harbor Drive. There is something to do any time of the year. Golfing, skiing, hiking, biking, skating, fishing, snowmobiling, sailing, Duluth has more parks and green space, 11,000 acres, than any U.S. city. In addition to the citys rugged charm, it is a cultural center that boasts a far from ordinary level of outstanding fine art and performance offerings. Some of the venues include The Duluth Playhouse, Zeitgeist Arts, Duluth Art Institute or any number of performing venues on the campus of the University of Minnesota Duluth and The College of St. Scholastica. The Duluth Superior Symphony Orchestra performs at the DECCs Symphony Hall. The Bayfront Blues Festival is one of the largest annual outdoor music events in the Upper Midwest.

Meetings, Conventions & Sporting Events

There are 4,600 hotel rooms in the city and 50 restaurants in the downtown area. Meeting planners have several options for hosting a successful meeting or convention, including hotels and the Duluth Entertainment Convention Center (DECC). www.decc.org

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The beautiful Harbor Side Convention Center boasts a 28,000 sq ft ballroom that overlooks Lake Superior. Overall, the DECC includes two ballrooms, 30 meeting rooms and over 100,000 sq ft of exhibit space to host conventions, trade shows and community events. The Arena portion of the complex houses is the home to the University of Minnesota Duluth Bulldog hockey teams and was the site of the NCAA Division I Men's hockey championships in both 1968 and 1981 and 2003, 2008 and 2012 Women's NCAA Division I Frozen Four. A spacious lobby, where ticket sales originate, separates the Arena from Symphony Hall. Symphony Hall seats 2,221 and is home to both the Duluth Superior Symphony Orchestra and Minnesota Ballet. Symphony Hall also plays host to concerts, Broadway plays, operas, dance recitals, high school graduations and a variety of other activities. The 2008 Minnesota bonding bill included $38 million for the "DECC expansion project". The DECC expansion includes a new hockey arena for the UMD mens and womens teams, which increases seating capacity by 2,100. The project also included a 475-car expansion to the DECC's parking ramp.

Organization Background
Visit Duluth, the city's convention and visitors bureau, is the official destination marketing organization of Duluth, Minnesota. Visit Duluth is a revenue generator for the city of Duluth and its residents. Founded in 1935, it constitutes the tourism industry hub in the community. Visit Duluth represents nearly 450 members and is governed by a 18-person board of directors, with an annual budget of $2.1 mil. Dedicated to promoting the area as one of America's great vacation and meeting destinations, Visit Duluth provides comprehensive, unbiased information to all travelers. Hundreds of small, local businesses which are unable to mount effective promotions on their own rely on Visit Duluth's collective advertising and sales efforts. Visit Duluth's efforts have successfully positioned Duluth as Lake Superior's family destination. These branding strategies are working. In the past decade, Duluth tourism has surpassed state and national growth rates by more than two times for the same period. Leisure Travel Marketing Visit Duluth excels at cost-effective awareness through media exposure and promotion and is an industry leader, defining the Duluth destination experience. The Duluth brand is the result of a comprehensive and carefully executed strategy encompassing the entire destination experience reflecting visitor needs and expectations.

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Convention Sales/Sports Marketing Visit Duluth spearheads Duluth's convention sales and sports marketing initiatives. Our team markets the DECC, meeting facilities and sporting venues to national, regional and state planners, generating a $30 million economic impact. Group Tours/Packaged Travel/Cruise Visit Duluth draws motorcoach and school groups to Duluth each year creating a $1 million direct impact. In addition, this department assists with cruise logistics in the emerging Great Lakes cruising market. Public Relations Visit Duluth actively cultivates our message to national, regional and international media through familiarization tours, press kits, newswires and new initiatives generating over $5 million in editorial coverage each year. Special Events Visit Duluth creates, produces, promotes and supports an almost endless list of major events and activities throughout the year including coordinating the schedule of over 500 events with collective direct economic impacts worth several tens of millions of dollars to the Duluth economy. Visit Duluth is the driving force and fiscal agent for bringing tall ships to Duluth. Visit Duluth also operates two information centers one at the headquarters location, 21 West Superior Street, the other on Harbor Drive.

Overview of the Position

Reporting to the Board of Directors, the President & CEO is responsible for business operations and implementation of strategy, including management of the assets of Visit Duluth; staffing; and for establishing and maintaining the business organization and structure to efficiently conduct the functions of the organization. This highly visible position will interface with key community, civic, government, media and tourism leaders to represent the organization and the positive impact that tourism and conventions have on Duluth. He/she is expected to be a strong leader that can build a consensus across the City and emerge as the key link in leveraging promotional resources through effective coordination. This requires building coalitions and partnerships and enhancing the organizations capability to deliver effective results. The President & CEO sells the value of Visit Duluth to the community. The President & CEO oversees a staff of eleven, along with other seasonal, part-time information center representatives and convention registration/packaged travel hosts.

Organizational Culture
Visit Duluth is used as a model of success in countless examples. The organization is proud to be described as having the ability "to turn on a dime," responding proactively to ever changing market conditions and interacting with stakeholders in the style of a corporation. They also have a public trust and are

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accountability obsessed, demonstrating expenditures directly related to bringing more revenues to Duluth. The hospitality community is extremely grateful for the support from the city administration in moving forward with a three-year (2012-2014) agreement improving the investment process for tourism promotion. The contract allows for long-term planning enabling Duluth to more aggressively market itself as a destination.

Primary Responsibilities

Acts as a primary spokesperson for Visit Duluth; establishes and maintains ongoing effective communications with members, government leaders, business and cultural institution leaders, convention and event planners, and the local and national tourism industry; serves on committees and boards as strategically defined. The President & CEO assesses the Visit Duluth staff, organizational structure, business practices and resources ensuring optimum performance. He/she proactively leads and manages the day-to-day operations, overseeing the development of a consistently high quality staff, efficient operating systems and procedures, good communications and strong program management. Actively engages in the process and efforts of development and sales of convention business into the Duluth Entertainment Convention Center and Visit Duluth members. Maintains close and effective communications with the Mayor and his/her staff. Leads the development of an annual business strategy, manages the team to achieve the goals and objectives contained within the marketing plan (sales, marketing and communications initiatives), performance measures (i.e., driving room nights, generating revenue, managing expenses, striving for quality customer service and increasing theater events, special events and other theater activation opportunities), company goals and overall productivity of Senior Team. Long-term strategic planning and financial management. The President & CEO reviews the Strategic Plan, rethinks the basic assumptions, performs research, refines the strategy if necessary and gains consensus. Collaborates with the Senior Team to develop and implement plans for the operational infrastructure, effective organizational processes/policies and appropriate human resources to support the strategic, as well as operational, objectives of the organization. Attracts, recruits, trains, mentors and retains qualified members of the Senior Team in an environment that provides for career development and individual achievement. Provides leadership, direction and topline management to the employee team to ensure that the mission and vision of Visit Duluth are successfully put into practice and sustained. Fosters a success-oriented, accountable environment within the organization by establishing, communicating, implementing and enforcing appropriate standards of performance.

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Ensures activities are implemented within established policies, guidelines, state and Federal laws as well as the highest of ethical standards. Develops and supervises the implementation of an annual operating and marketing plan in order to promote the Duluth area to local, state, regional, national and international audiences. Regularly analyzes performance and results of all functional areas within the organization relative to the established objectives, insures appropriate steps are taken to correct any unsatisfactory conditions and reports to the Board. Coordinates the production of collateral materials to enhance the sale and marketing of the Duluth area. Oversees the preparation of the annual budget that supports Visit Duluths activities, including appropriate compensation and benefits structure for the employee team, for Board approval. Reviews financial reporting monthly to ensure the adequacy and soundness of the organizations financial position. Makes sure that the Board receives financial reporting on a monthly basis. Represents Visit Duluth at selected local, state, regional, national and international conventions as well as other business meetings that serve to foster the success of Visit Duluths mission. Maintains membership in good standing in the Destination Marketing Association International. Optimize Visit Duluths governance structure and processes; provide leadership, support and liaison to the Board and executive committee. Primary liaison between staff and Board in regard to policy implementation, reporting and strategic planning. Provides the Board with an annual list of goals and individual key performance indicators to assist the Executive Committees evaluation of the President and CEOs business and personal performance. Performs other duties and accountabilities as assigned by the Board of Directors.

Qualifications

Previous hospitality/travel industry experience in a leadership role is very important. DMO, Convention Center and/or hotel experience preferred. Significant sales leadership experience. Knowledge of the meetings and tourism industry, its distribution channels, and its customer base is critical. Management experience with full P&L responsibility. Demonstrated ability to build consensus with multiple stakeholder groups is a must. Experience collaborating with elected officials and an understanding of public affairs. Proven track record of customer service. Four year degree with a graduate degree preferred or acceptable equivalent experience.

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Compensation
The compensation package for this position is competitive and attractive. It includes an executive pay structure and participation in the organizations comprehensive benefits plan.

Contact
Confidential contacts or nominations may be made to: Bob Schoenbaum Principal 612-375-8898 bobs@keystonesearch.com or Lisa Curtin Principal 612-375-8989 lisac@keystonesearch.com

Because Culture Matters

KeyStone Search is a prominent Minnesota-based executive search firm with a special emphasis on corporate culture fit. KeyStone Search has specialized expertise in the recruitment of C-Suite leaders in general management, sales/marketing, financial, technical/operations, and human resources as well as non-profit executives.

KeyStone Search
105 Fifth Avenue South Crown Roller Mill Suite 512 Minneapolis, MN 55401 612-375-8900 www.keystonesearch.com