PRACTICAL WAYS EDOS AND DMOS CAN WORK TOGETHER

Transcription

1 The Case for Collaboration PRACTICAL WAYS EDOS AND DMOS CAN WORK TOGETHER (October 5, 2015) Caroline Beteta (Visit California) Annette Rummel (Great Lakes Bay Regional CVB) Ben Teague (Economic Development Coalition for Asheville-Buncombe County) Andy Levine (Development Counsellors International)

2 Today s Speakers Caroline Beteta, President & CEO Visit California Annette Rummel, President/CEO Great Lakes Bay Regional Convention & Visitors Bureau Ben Teague, Executive Director Economic Development Coalition for Asheville- Buncombe County

3 AGENDA I. Key Takeaways from DMAI s Destination Promotion: An Engine for Economic Development (Annette) II. III. IV. What Makes Destination Marketers Tick (Caroline) Working with Your Local DMO: One Economic Developer s Perspective (Ben) Seven Practical Ways EDOs and DMO Can Work Together (All) V. Sum-up/Q&A

4 Key Takeaways from DMAI Study

5 Background on Recent Research Study Study conducted in November, 2014 by Oxford Economics for Destination Marketing Association International (DMAI) Research approach included interviews with EDOs and DMOs, literature review, case studies and statistical analysis Available on DMAI s website at:

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7 Key findings

8 What Makes Destination Marketers Tick

9 What Makes Destination Marketers Tick Oct. 5, 2015 IEDC Annual Conference Anchorage

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11 Our mission: Create desire for the California experience

12 Tourism ecosystem Retail Shopping Restaurants Attractions

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14 California s tourism investment Accommodations 33% Restaurants 2.5% Rental Cars 58% Retail 2.5% Attractions 2% Travel Services 2% Source: Visit California

15 Dreamers

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17 2014 Tourism s economic impact $ billion in annual travel-related consumer spending Source: Tourism Economics, Dean Runyan Associates

18 Visit California ROI $49.3 billion in incremental spending

19 2014 Tourism s economic impact $ 9.3 billion in state and local tax revenue Source: Tourism Economics, Dean Runyan Associates

20 Tourism s economic impact 1 million tourism-related jobs in California Source: Tourism Economics, Dean Runyan Associates

21 Selling California globally EVERY 1% INCREASE in travel to California from these markets yields: +127,000 new visitors +$129 million in spending +1,200 jobs Tier 1 Tier 2 Tier 3

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24 Infrastructure investments $ 20 billion in tourism-boosting new builds and renovations Source: Dodge Market Research

25 Keys to DMO success Powerful brand that inspires confidence and produces results. 5.6 billion global impressions ROI data that proves effectiveness. Why travel matters Industry leadership and unity behind the data and the brand. 93% industry approval rating Sufficient budget to promote the destination. $100 million in FY1/16

26 Working with Your Local DMO: One Economic Developer s Perspective

27 Strategic/ Tactical Tactical: 1.) Weekly meeting with CVB Executive Director Share information on projects (trust) 2.) Go to each other s board meetings. Speak when needed to give strategic direction or clarify misinformation Strategic: 1.) Long term understanding of mutual goals. So many request; difficult to ask for collaboration on a vision based on spot or pop up request. 2.) Brand experience

28 Results 1. Tourism/ Economic Development Infrastructure Greenways 2. Project Marketing- New Belgium- Presentation Cirrus Aircraft- built a branded website widget to book customer s arrangements from the company website. 3. Value Add Conferences Outdoor Industry Association (OIA)- Liquid Logic (2 others) IEDC, SEDC, NCEDA 4. Media Exposure 5. Communication of Brand Values Airport messaging Hotel TV s Japanese in Tupelo, MS

29 7 Practical Ways DMOs and EDOs Can Work Together

30 1. Influence the Business Traveler (when in your hometown) 60% 50% 40% 30% 20% 10% Influencing Executive Perceptions Leading Sources of Information 55.0% 43.6% 37.0% Identify choke points business travelers pass through (airport business lounges, upscale hotels, limo services) Look for creative ways to communicate your community s business message 0% Dialogue with Industry Peers Newspapers and Magazines Business Travel

31 2. Conduct Joint Marketing Missions

32 April 2013 Beijing Shanghai Guangdong Governor s China Mission 90 business delegates 10 tourism delegates

33 Governor s Mission to July 2014 Mexico Launch of consumer and trade campaign Roundtable with Mexico-based tourism leaders

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36 4. Building Transportation Networks 1.) Asheville Air Study More connectivity via greater exposure as a destination Destination overlap with business locations (Nashville, Chicago etc ) 2.) Park and Ride - Growth forces a regional perspective 3.) Bus system Getting people around intracity (travelers and labor)

37 5. Strategic Conference Pursuit Identify and pursue conferences that align with a community s target industry clusters Pursue business conferences that reach executives with site selection responsibilities

38 6. Collaborate on Tourism-Related Investment Opportunities Build a Relationship Based upon Respect & Trust Support the other s efforts Share resources where ever possible Be thankful for the other s efforts Clearly Define Each Organization s Mission, Vision and Purpose Boundaries Deal Breakers

39 Old underutilized facilities with safety issues as well as an exaggerated negative perception of safety. New Use benefitting both tourism, quality of life and improving perceptions and the reality of safety.

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41 7. Lobby the Public Sector Together

42 7 Practical Ways EDOs & DMOs Can Work Together 1. Influence the Business Traveler (when visiting your hometown) 2. Conduct Joint Marketing Missions 3. Align Your Brands 4. Build Transportation Networks 5. Strategic Conference Pursuit 6. Collaborate on Tourism Related Investment 7. Lobby the Public Sector Together