BE COMI NG A T OURI SM MAGNE T PRE SE NT E D BY L I SA - PowerPoint PPT Presentation

BE COMI NG A T OURI SM MAGNE T PRE SE NT E D BY L I SA MCCAY, BUXT ON COMPANY

ABOUT BUXT ON T r uste d Advisor to T op Re tail Br ands

ABOUT BUXT ON He lpe d Mor e T han 650 Communitie s Re c r uit 35 Million Squar e F e e t of Re tail Spac e

ABOUT BUXT ON Visitor Insights

SI ZE OF U.S. T OURI SM MARK E T 1.6 Billio n Do me stic L e isure T ra ve l T rips – Up 1.4% Ove r 2012 2 Billio n Do me stic T rips in 2013 – Up 1.2% Ove r 2012 So urc e : U.S. T ra ve l Asso c ia tio n U.S. T ra ve l F o re c a sts Upda te d 05/ 15/ 14

GROWT H OF U.S. T OURI SM MARK E T F or e c aste d Gr owth in T otal Dome stic Pe r son T r ips – L e isur e T r ave l 1.9% in 2017 1.6% in 2016 1.7% in 2015 1.7% in 2014 So urc e : U.S. T ra ve l Asso c ia tio n U.S. T ra ve l F o re c a sts Upda te d 05/ 15/ 14

T RAVE L SPE NDI NG & I MPACT Ave r age Vac ation Cost in 2013 • $1,145 pe r pe rso n • $4,580 fo r fa mily o f fo ur T r ave l Spe nding Gr owth • $887.9 b illio n in 2013 - up 3.9% fro m 2012 E c onomic Impac t • I ndire c t: $2.1 trillio n • Dire c t: $133.9 b illio n in ta x re ve nue c o lle c te d b y lo c a l, sta te , a nd fe de ra l g o ve rnme nts So urc e s: Ame ric a n E xpre ss a nd U.S. T ra ve l Asso c ia tio n

BE COMI NG A MAGNE T How do you be c ome a magne t for visitor s? Pro vide wha t T a rg e t yo ur visito rs lo o k fo r in ma rke ting to the a de stina tio n rig ht pe o ple Be c o ming a

F ACT ORS T HAT DRAW VI SI T ORS T he T op 5 L e isur e T r ave l Ac tivitie s T he T o p 5 L e isure T ra ve l Ac tivitie s 1. Visiting Re la tive s 2. Sho pping 3. Visiting F rie nds 4. F ine Dining 5. Be a c he s So urc e : U.S. T ra ve l Asso c ia tio n

F ACT ORS T HAT DRAW I NT E RNAT I ONAL VI SI T ORS T he T op 5 L e isur e T r ave l Ac tivitie s for Inte r national Visitor s T he T o p 5 L e isure T ra ve l Ac tivitie s fo r I nte rna tio na l Visito rs 1. Sho pping 2. Dining 3. City Sig htse e ing 4. Visiting Histo ric a l Pla c e s 5. Amuse me nt/ T he me Pa rks So urc e : U.S. T ra ve l Asso c ia tio n

RE T AI L ’ S I MPACT ON T OURI SM Re tail and T our ism De ve lopme nt Initiative s Should Wor k T oge the r Co mpre he nsive De ve lo pme nt + = Re ta il T o urism Stra te g y

T ARGE T MARK E T I NG T O T HE RI GHT PE OPL E Can You Answe r T he se Que stions? Why do pe o ple visit yo ur c o mmunity? Wha t a c tivitie s do yo ur visito rs like ? Whe re do yo ur visito rs spe nd mo ne y? Whe re do yo ur visito rs c o me fro m? Whic h ma rke ts sho uld yo u prio ritize fo r ma rke ting initia tive s?

CASE ST UDY: PAL M SPRI NGS, CA T he Situation “Be c a use to urism drive s so muc h o f o ur e c o no my, we kne w a ne c do ta lly tha t the to urist de mo g ra phic wa s sub sta ntia lly diffe re nt fro m the full time re side nt de mo g ra phic .” ABOUT : JOHN RAYMOND Po pula r to urist de stina tio n fo r o utdo o r a c tivitie s, a rts DIRE CT OR OF COMMUNIT Y & E CONOMIC a nd c ulture , g a ming a nd e nte rta inme nt DE VE L OPME NT DS: NE E -I de ntific a tio n o f to urist type s - Prio ritiza tio n o f ke y DMAs - Mo re e ffe c tive ta rg e ting fo r ma rke ting pro g ra ms - De ve lo pme nt o f lo ng -te rm stra te g ic pla ns

CASE ST UDY: PAL M SPRI NGS, CA Re se ar c h Re sults: Whe r e T our ists Come F r om T o urist spe nding c a me fro m a c ro ss the c o ntine nt o f the US

CASE ST UDY: PAL M SPRI NGS, CA Re se ar c h Re sults: Ke y Mar ke ts 60% o f spe nding o rig ina te d fro m to urists in 7 ma rke ts

CASE ST UDY: PAL M SPRI NGS, CA Re se ar c h Re sults: Re tail Impac t 73% o f a ll re ta il tra nsa c tio ns b y • do lla r vo lume c o me s fro m pe o ple who do no t live in the c ity o r the surro unding tra de a re a . 13% o f the mo ne y spe nt in the • c ity c o me s fro m pe o ple who re side in Ame ric a ’ s we a lthie st a re a s. Numb e rs he lpe d pe rsua de vo te rs • to suppo rt a 1% sale s and use tax to fund pa rks, stre e t re no va tio ns, a nd a n upsc a le re ta il a re a .

CASE ST UDY: PAL M SPRI NGS, CA Re se ar c h Re sults: T ar ge te d Mar ke ting Po te ntia l T o urists F ir st L a st Addr e ss City Sta te Be n Sha w 101 Impe ria l Wa y Anyto wn CA T o m K ing 1308 Brya n Ct. Anyto wn CA L e slie Smith 1203 Ashle y Dr. Anyto wn CA Ja me s White 39 Ma g no lia Ct Anyto wn CA Olivia Alle n 702 Ho lly Dr. Anyto wn CA Brya n Ge ist 3236 Cre st Dr. Anyto wn CA L o g a n Bro wn 54 Mc Ca rt St. Anyto wn CA T a ra L e iss 874 Ha rwo o d Rd. Anyto wn CA Sc o tt Pullia m 236 L ub b o c k Ave . Anyto wn CA Phillip Ho lso n 33 Bra zo s Rd. Anyto wn CA Che ryl T ho ma so n 134 Cle a rvie w Dr. Anyto wn CA Sta c y Gra so n 72 Da wso n St. Anyto wn CA Jo sh Mo o re 71 Che rry Ave . Anyto wn CA L uke Ja c kso n 992 We dg le a Dr. Anyto wn CA Da nie lle Re id 814 Spa rg e r Rd. Anyto wn CA Cha se Wa tso n 461 Rive ry Wa y Anyto wn CA

GE T T I NG ST ART E D Align Your Re sour c e s

GE T T I NG ST ART E D Know What You Have to Offe r K no w Wha t Yo u Ha ve to Offe r

GE T T I NG ST ART E D Gathe r Your Data to Disc ove r Insights Re sour c e s Inc lude : • Co nve ntio n a nd Visito rs Bure a us • Sta te -le ve l T o urism Ag e nc ie s • U.S. T ra ve l Asso c ia tio n • Ana lytic s F irms

GE T T I NG ST ART E D Make Sur e Your Mar ke ting F its Your T ar ge t CHANNE L ME SSAGE

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