Mixing Business with Pleasure: How DMOs & EDOs Realize Ultimate Community Vitality

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Webinar Outline

1.  Today’s objective: Understanding the relationship between DMOs and EDOs

2.  Role of a DMO

3.  Role of an EDO

4.  Why should your community care about tourism as an economic driver?

5.  Case study: Taos, New Mexico – How to connect marketing to economic shifts

6.  5 strategies to leverage tourism marketing for economic development

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Poll Question How does your organization identify itself?

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Poll Question Have you ever collaborated with a

DMO or EDO?

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Poll Question How often does cross collaboration occur?

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Poll Question Where are the greatest efficiencies to be

gained in DMO/EDO collaboration?

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Poll Question Why is collaboration sometimes hard?

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Poll Question Do you consider collaboration with a DMO

or EDO to have been productive?

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1.  Denver-based marketing services company, specializing in tourism marketing and economic development

2.  Founded in 2001, with 30 employees

3.  Has worked with more communities than any other destination marketing services firm in the past 10 years: 180+ in 47 states and 6 countries

4.  Specialize in providing branding, marketing planning, digital marketing, and GIS enabled websites, for tourism and economic development industries

5.  Results-based firm that provides:

–  Visitor attraction/engagement services designed for travel destinations–  National benchmarks for performance –  An arsenal of strategic tools and media relationships to leverage tourism for job creation,

economy stimulation, and visitor attraction that generates specific results

Introducing Atlas

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•  Continue the conversation: –  Follow us on Twitter: www.twitter.com/AtlasAd–  Tweet questions using hashtag #ASKATLAS–  Join High Performance Economic Development LinkedIn Group

•  View and share the slides with your colleagues: www.slideshare.com/wright0405

View the Slides, Continue the Dialogue

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Guillermo Mazier – VP, Strategic Accounts, Atlas Advertising–  Former economic developer and tourism marketer for the

Costa Rican Investment and Trade Development Board–  Managed economic development and tourism campaigns for

Tortugero, CR–  Industry speaker, content strategist, and digital marketing

specialist

Your Webinar Host

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Understanding how destinations and economic development organizations are breaking down silos to strengthen individual industry efforts while simultaneously contributing to the success of the other

Applying important tourism metrics to raise the profile of tourism as an economic engine

Using those tourism metrics to forecast trends/expected trajectories for the future

Today’s Objective

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Role of a DMO

The role of a destination marketing organization is to promote its destination, attract visitors, solicit conventions and events, and help the long-term development of its communities through a strategic travel and tourism plan.

A DMO’s purpose:•  Increase the economic benefits of tourism to its respective destination•  Inspire travelers to visit the destination, and enhance a traveler’s overall

experience•  Influence travel throughout its communities to increase spending•  Attract conventions, meetings, and events to the destination

Target Audience: Visitors

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Role of an EDO

The role of an economic development organization is to generate economic opportunities, and promote economic well-being and quality of life for communities.

An EDO’s purpose:•  Create, retain, and expand jobs that facilitate growth•  Exist as a hub of knowledge and information for prospective businesses•  Enhance wealth among individuals, businesses, and communities, and

provide a stable tax base•  Build and support healthy and competitive communities

Target Audience: Businesses

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How They Intersect (Globally)

Source: World Travel & Tourism Council

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How They Intersect (Nationally)

Travel & Tourism •  Generated $1.4 trillion of the United States’ GDP in 2014 (8%)•  Supported 13.7 million jobs

o  9.3% of employmento  More than mining, agriculture, auto manufacturing, education,

banking, and chemicals manufacturing)o  For every $1 million spent (in travel/tourism industry), 18 jobs

supported•  Supported nearly the same amount of jobs as the financial services

sector•  Expected to grow 4.4% over the next decade

o  Total economy expected to grow 2.3%


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Why Should Your Community

Care About Tourism as an

Economic Driver?

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A National Perspective on place marketing

A Visitor

Repeat Tourist

A visitor’s $ impacts thecommunity’s economic

bottom line

Potential Workforce

Tourism $ driveBusiness growth in

the community

Drives residentpride in thecommunity

Move orstart a

business

Tourism Economies Can Increase Community Prosperity

The Role of Tourism and Economic Development

Creates a prosperous economy

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Tourism employment growth outpaces all other traded sectors combined (since 1998)

http://statistics.unwto.org/publication/sources-and-methods-labour-statistics-employment-tourism-industries-special-edition

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$7.2 trillion generated by the travel and tourism industry in 2015


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284 million jobs supported (globally) by the travel and tourism industry in 2015


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That’s

1/11 jobs


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370 million jobs The number of jobs travel and tourism will support by 2026


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Economies of Scale Need Diversification

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1.0 PURPOSE The County of Prince George, Virginia is seeking requests for proposals (RFP) from firms that are interested, experienced and knowledgeable in preparing county-wide economic development and tourism plans.

2.0 BACKGROUND Prince George County, VA is located 28 miles south of Richmond, 89 miles west of Virginia Beach and 136 miles south of Washington DC. The transportation nexus within the county includes I-95, I-295, US Route 460, a Norfolk Southern mainline and Richmond International Airport is just 25 minutes away. Our community’s population is currently 35,725.

How Municipal Organizations are

Talking About the Tandem

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Economic Development & Tourism planning is performed by the County of Prince George Economic Development Department located within County Administration. The Prince George County Board of Supervisors has authorized staff to update the vision and direction set forth in the 2007 Strategic Economic Development Plan. Development of this new strategy would include County Administration, the Industrial Development Authority, our county citizens, and local organizations with ultimate approval resting with the County Board of Supervisors.

3.0 STATEMENT OF NEEDS The purpose of the strategic economic development and tourism plan is to evaluate the current status of the local economy and chart a new direction for economic development and tourism within the County.

How Municipal Organizations are

Talking About the Tandem

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1. To engage more local community stakeholders to participate in and leverage newly created marketing assets/tools to further carry the Taos message and promote Taos•  Ideas around this:

–  Host local brand workshops with key stakeholder groups (Citizens, gallery owners, Taos pueblo leadership, MarketTaos,) give them pride in the brand or message, show them how to use the app, etc.

–  Revamp/enhance the role of the marketing committee –  Bring together the county, ski valley and economic development partners

To help show the impact that tourism has on the economy•  Ideas around this:

–  Plan for ROI study year at the end of 2017–  Purchase the event calculator from DMAI–  Create a "Tax Dollars at Work One Sheet"–  Create a graphic video for local stakeholders that talks about the role of tourism in the

Taos economy–  Co-present at national conference on "Why Destinations Should Consider Economic

Development Approach to Tourism Marketing."

Taos, NM: 2017 Objectives

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Taos, NM: Dashboards

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Taos, NM: Dashboards Total active hotel rooms

New hotels by 2018

Accommodation & food service revenue

Entertainment & food service jobs

Lodgers’ tax revenue

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5 Strategies to Leverage

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1. Develop a Collaborative Marketing

Strategy and Action Plan

“As the world becomes more competitive at a faster and faster rate, choices for visitors and companies get harder. Digital has

become the game changer.”

As companies work to locate where workforce is, and as visitors seek out their next vacations, how your brand attracts and retains those audiences is that destination’s

challenge for the next 25 years.

“Having a strategy gives you the tools to have a real dialogue about your place.” ED

Tourism

ED

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Develop MOU Set Joint Marketing

Objectives

Destination

Benchmarks

Budgets and

Planning

Identify

Additional

Partnerships

Perform a

Comprehensive

Marketing Audit

6 Things to Consider When Starting To

Collaboratively Market your DESTINATION

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2. Tourism as Workforce Attraction

Strategy

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3. Marketing of Local Assets (Celebrities, products, and attractions to generate national awareness)

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4. Using Tourism as Targeted Industry

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1.  Participation in economic development and tourism co-op marketing opportunities

2.  Working with economic development orgs and chambers of commerce

3.  Aligning of tourism with economic development messages

4.  Partnership with an academic institution

5. Collaborate to

Maximize Impact

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“Partnerships must be mutually beneficial: All parties need to discuss how this partnership will be mutually beneficial. Otherwise it can turn out to be a subsidy for one participant and a drain on the other. Ask yourself ‘What direct benefits to our business/organization will this partnership bring?’ ‘What specifically can they offer us in exchange for our involvement?’ Don’t accept ‘warm and fuzzy’ statements like ‘it will bring more visitors’. Get specific, as in how many overnight visitors are projected from the project?”

The partnership should support your mission, and it should match your marketing/business plans. If not, think twice”

A Note On Partnerships

John Cooper, PresidentYakima Valley Tourism

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Poll Question Would you like to be part of an

independent research study that analyzes economic development approaches to

tourism marketing?

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Guillermo Mazier 303.292.3300 x [email protected]

https://www.linkedin.com/in/guillermomazierhttps://twitter.com/AtlasAd

www.Atlas-Advertising.com1860 Blake St., Ste. B101Denver, CO 80202

Questions? Comments? Contact Us.

Mixing Business with Pleasure: How DMOs & EDOs Realize Ultimate Community Vitality

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Transcript of Mixing Business with Pleasure: How DMOs & EDOs Realize Ultimate Community Vitality