Destination Marketing & the Arts...It's AND not OR
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Transcript of Destination Marketing & the Arts...It's AND not OR
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Sametz Blackstone Associates
Destination Marketing & the Arts
It’s AND, not OR!
Pennsylvania Tourism Summit
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SPEAKERS
Randy Cohen, Vice President of Research & PolicyAmericans for the Arts@artsinfoguy @Americans4Arts
Victoria Isley, Chief Operating OfficerDestination Marketing Association International@victoriaisley @meetdmai
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Hurrah for Culture!!
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Pennsylvania…Rich with Arts & Culture!
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Percentage of 143.3 million U.S. Adult Travelers that Included Cultural Events on Trips of 50+ Miles (2001)
14% (20.4 million)
19% (27.3 million)
5% (7.0 million)
3% (4.6 million)
9% (13.5 million)
10% (13.7 million)
20% (29.1 million)
23% (32.8 million)
21% (30.2 million)
30% (42.6 million)
43% (61.0 million)
65% (92.7 million)
0% 10% 20% 30% 40% 50% 60% 70%
Other Cultural Activity
Other Concert
Film Festival
Poetry/ Literary Reading
Dance Perform ance
Opera/ Class ical Concert
Heritage/ Ethnic Festival
Art Gallery
Live Theatre
Museum
Historic Site
Any Cultural
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Time Added to Trip Because of Cultural Activity(Base=29.6 Million Cultural Travelers Who Added Time)
Three or more extra nights
7%
Two extra nights19%
One extra night31%Part of one day
43%
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Nonprofit Arts & Culture Attendees Spend $27.79 Per Person, Per Event
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Nonprofit Arts & Culture AttendeesLocal vs. Nonlocal
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Event-Related SpendingLocal vs. Nonlocal Audiences
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Arts Audience Spending in Pennsylvania Communities
Name Average Per Attendee Local Nonlocal Total
Allegheny County $21.87 $17.45 $34.49 $110,867,640
Greater Harrisburg $31.65 $27.03 $56.16 $27,670,193
Lackawanna County $22.23 $20.08 $29.48 $6,246,988
Lancaster $35.74 $29.25 $41.95 $18,042,766
Lehigh Valley Region $26.56 $22.73 $35.91 $100,509,549
Philadelphia $42.84 $19.39 $49.93 $682,684,314
Luzerne County $21.04 $19.77 $25.35 $8,088,241
Somerset County $13.68 $9.95 $19.52 $1,334,396
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A Growing Percentage of Foreign VisitorsParticipate in the Arts While in the U.S.
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Baltimore Symphony’s “Rusty Musicians”
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Opera in the Outfield
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Library Parking…Not A Dull Read in Kansas City
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The Phoenix Dump
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The Helix by Selena Littler
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Arts Marketing Destination Award
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White House Conference on Tourism (1995)
“All tourism is cultural tourism!”
-Garrison Keillor
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Thank You!
www.AmericansForTheArts.org
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SPEAKERS
Randy Cohen, Vice President of Research & PolicyAmericans for the Arts
Victoria Isley, Chief Operating OfficerDestination Marketing Association International
@victoriaisley @meetdmai
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Creates Memories, Communities AND Jobs
DESTINATION MARKETING
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ADVANCE THEDMO PROFESSIONAL
ADVOCATE FOR THEDMO INDUSTRY
PROTECT & LEVERAGE ASSOCIATION RESOURCES
1.1
1.2
1.3
Professional Development
Career Development
Peer-to-Peer Networking
2.1
2.2
2.3
At Home
In the Meetings Market
In the Consumer Market
3.1
3.2
3.3
DMO Members
Allied Members/Sponsors
Leadership/Governance
3.4 Professional Management
OUR CAUSEDMAI protects and advances the success of destination marketing worldwide.
DMAI OVERVIEW
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600 DMOs Command$1.5 Billion in Annual Budgets
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$1.5 Billion Investedby DMOs
$667 Million Investedby State Tourism Offices
Source: DMAI, US Travel AssociationSource: DMAI, US Travel Association
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“AND”
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HOW ABOUT THIS?
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DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING
THROUGH31
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© Sametz Blackstone Associates
POSTER BOY FORCULTURAL TOURISM?
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IN THIS CASE…YES
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34
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CUSTOMER-FOCUSED APPROACH
Know Who You Really
Are
Know What They Really Care About
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DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…Quantity of visitors (volume)Quality of visitors (highest yielding…do more, spend more)
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This is the competition
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FIND COMMON LANGUAGE & GOALS
Put some skin in the game
Fill my _________MuseumTheatreGallery
etc
Leverage resources to grow visitationto destination and attractions
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KNOW THE DIFFERENCE BETWEEN THE WHY (MOTIVATION) OF THE TRIP…and WHAT visitors did while on the trip
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1. Destination
2. Duration
3. Transportation
4. Accommodations
5. Activities
DECISION MAKING ORDER FOR TRIP PLANNING
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AUTHENTICITY
Of Place & Of Culture
© Sametz Blackstone Associates
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Authentic Unique
Optimum Value Proposition for Destination Experience
Potential differentiators that can’t Easily be copied by the competition
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Experiencing the traditional and contemporary culture, arts, and special character of a place 44
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AND
NOT OR
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AND
NOT OR
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ENGAGEMENT
Personal & Digital
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Gen Y and younger don’t know life without the internet
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MEDIA MIX CAN INSPIRE DEMANDMOVE FROM INTEREST TO INTENTand target nice audiences more efficiently
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LEVERAGEIMPACT
Economic & Experience
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YOU ARE IN IT TOGETHER
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DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…and the highest yielding visitor segments
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DYNAMIC SPEAKERS
JASON DORSEYThe Gen Y Guy
SALLY HOGSHEADFascinating Brands
30+ SESSIONSBEST OF PEER NETWORKING &
OUT OF INDUSTRY IDEAS
INDUSTRY AWARDS & RECOGNITIONS
Arts DestinationMarketing
Award
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SPEAKERS
Randy Cohen, Vice President of Research & PolicyAmericans for the Arts@artsinfoguy [email protected]
Victoria Isley, Chief Operating OfficerDestination Marketing Association International@victoriaisley [email protected]