Tired of watching outside publishers take the profits, the Key West Chamber took back control of its directory — and turned it into a non-dues revenue–generating asset that works year-round for its members
Robert Goltz, former President/CEO
When the Key West Chamber of Commerce issued an RFP for its annual chamber directory, it expected to follow the traditional turnkey publishing route. However, when CEO Robert Goltz spoke with Ed Burzminski of Chamber Marketing Partners (CMP), a new possibility emerged.
Instead of outsourcing the project and earning a modest royalty, Ed suggested an in-house publishing model that would give the Chamber full control — and transform the publication into a non-dues revenue–generating asset.
“I’m greedy,” Robert later joked. “I want more money for the chamber.”
The draft budget revealed a projected 20–25 percent return on sales, roughly three times the non-dues revenue a turnkey publisher could deliver. As a result, the Chamber decided to take the leap and bring its chamber directory in-house with CMP managing the process.
Selling the Directory Himself
Rather than assign the task to a salesperson, Robert decided to handle ad sales personally. Because members already trusted him, he found the process straightforward. “When I sent out the emails, they moved quickly,” he said. “I didn’t spend a ton of time selling — it just wasn’t a headache.”
The first in-house edition achieved an impressive 36 percent return on sales, more than three times the Chamber’s previous royalty income. Even when the following year brought economic uncertainty, the Chamber still maintained a 25 percent return, proving that the directory had evolved into a sustainable non-dues revenue asset rather than a short-term project.
In addition, the in-house model built confidence among members, since the Chamber controlled every step — from pricing to printing.
Creating a Chamber Directory With a Story to Tell
Because Key West already had several visitor guides, Robert focused on making the chamber directory unique. The goal was to highlight local business, community pride, and economic vitality rather than tourism.
“We featured our scholarship winners, longtime member businesses, and stories about the growth of Key West,” he said. “It wasn’t about selling ads — it was about showing who we are as a community.”
As a result, the publication took on a coffee-table quality, something members wanted to keep and share.
In addition, it became a tangible example of what a Chamber can accomplish when it controls its own message and brand.
Keeping Control — and Keeping the Profits Local
Financial control proved to be one of the most valuable benefits. “I got tired of hiring outside companies who sold ads and left town,” Robert said. “When you do it in-house, you decide how much stays in your backyard.”
By managing the project internally with CMP’s production guidance, the Chamber could choose local photographers, writers, and designers — supporting its own business community.
Meanwhile, CMP helped identify national-scale printers that lowered costs without compromising quality.
Because of this balanced approach, the Chamber increased profitability while maintaining high production standards.
Overall, every decision — from ad pricing to page count — supported the Chamber’s bottom line and its non-dues revenue goals.
Building Trust and Long-Term Value
Beyond the financial success, the chamber directory strengthened member relationships.
“When you sell in-house, you control your voice and your brand,” Robert explained. “Our members trusted us, and that made selling easier. It became a membership-development tool — people even waited to join until they could be in the next directory.”
As a result, the Chamber gained more than just revenue; it earned deeper engagement and credibility within the business community.
In addition, ownership of all content, photography, and design elements ensured long-term flexibility for future editions.
The publication now functions as both a marketing platform and a financial asset — a model other Chambers can replicate.
The Bottom Line
Under Robert Goltz’s leadership, the Key West Chamber of Commerce turned its traditional directory into a profitable, story-driven, and non-dues revenue–generating asset.
- Return on Sales: 20–25 % projected; up to 36 % achieved
- Revenue Growth: roughly three times higher than the turnkey model
- Control: 100 % ownership of design, content, and cash flow
- Sustainability: consistent profitability and repeatable results year after year
“We owned everything — the content, the design, the money,” Robert said. “We had full control from start to finish. And at the end of the day, we made money, told our story, and looked good doing it.”
Want to Explore What This Could Look Like for Your Chamber?
Let’s talk. Whether you want to boost your publication’s performance, create time to build member relationships, or just need a better way to manage the process—we’re here to help.
You Might Also Like
Tarpon Springs Chamber Directory In-House Publishing Success
How One Chamber CEO Took Back Her Time — and Still Grew Ad Sales When Jean Hungiville, CEO of the Tarpon Springs Chamber of Commerce, decided to keep publishing her visitor guide in-house, she didn’t just delegate the project—she did the whole thing herself. Writing....
Miramar-Pembroke Pines Chamber Directory Becomes a Non-Dues Revenue Asset
The Miramar-Pembroke Pines Chamber of Commerce Turns Its Annual Chamber Directory into a Non-Dues Revenue Success The Miramar Pembroke Pines Chamber of Commerce in Florida had long produced its annual Community and Business Directory with a traditional turnkey...
Venice Area Chamber’s In-House Publishing Success
The Venice Area Chamber of Commerce turned its stressful in-house chamber directory project into a showcase publication that doubled non-dues revenue. With a vibrant redesign and professional project management from Chamber Marketing Partners, staff were freed to focus on relationships and sales — and the results speak for themselves.
Citrus County Chamber Wanted More Than a Royalty Check – Ended Up Winning An Award
Leaving their chamber directory publisher and producing their “Community Guide & Business Directory” in-house generated almost 2x ad sales, a 30% return, 5x more non-dues revenue and an engaging, contemporary magazine-style designFor most chambers of commerce,...
FAQs
Q1. What is a non-dues revenue–generating asset for a Chamber of Commerce?
A non-dues revenue–generating asset is any product, service, or initiative that produces income beyond member dues. In this case, the Key West Chamber of Commerce turned its chamber directory into an asset that delivers ongoing non-dues revenue year after year.
Q2. How did the Key West Chamber of Commerce turn its chamber directory into a non-dues revenue–generating asset?
The Chamber brought its chamber directory in-house with project management support from Chamber Marketing Partners (CMP). By selling the ads directly and controlling production costs, the Chamber kept all profits instead of sharing a small royalty with a turnkey publisher — resulting in a return on sales up to three times higher than before.
Q3. What were the benefits of producing the chamber directory in-house?
Producing the chamber directory in-house gave the Chamber full financial transparency, ownership of its content, and greater control over quality and messaging. It also built stronger member relationships, improved visibility for advertisers, and turned the publication into a sustainable non-dues revenue asset for the Chamber.
Q4. Why is a chamber directory important for non-dues revenue?
A chamber directory is more than a list of members — it’s a valuable marketing and storytelling platform. When managed in-house, it can generate substantial non-dues revenue through ad sales while reinforcing the Chamber’s role as the voice of local business and community development.
Q5. Can any Chamber of Commerce take its publication in-house to generate non-dues revenue?
Yes — many chambers of commerce can successfully bring their chamber directories or community guides in-house. With the right structure, guidance, and vendor support, these publications can become consistent non-dues revenue–generating assets that strengthen both finances and community engagement.
Complete the form below and let's discuss your publications.
