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

• p 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

So urc e : U.S. T ra ve l Asso c ia tio n U.S. T ra ve l F

• re c a sts

Upda te d 05/ 15/ 14

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

GROWT H OF U.S. T OURI SM MARK E T

1.7% in 2014 1.7% in 2015 1.6% in 2016 1.9% in 2017

F

• r

e c aste d Gr

• wth in T
• tal Dome stic Pe r

son T r ips – L e isur e T r ave l

So urc e : U.S. T ra ve l Asso c ia tio n U.S. T ra ve l F

• 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

• wth
• $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 visito rs lo o k fo r in a de stina tio n T a rg e t yo ur ma rke ting to the rig ht pe o ple

Be c o ming a

F ACT ORS T HAT DRAW VI SI T ORS

T he T

• p 5 L

e isur e T r ave l Ac tivitie s

So urc e : U.S. T ra ve l Asso c ia tio n

T he T

• 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

F ACT ORS T HAT DRAW I NT E RNAT I ONAL VI SI T ORS

T he T

• p 5 L

e isur e T r ave l Ac tivitie s for Inte r national Visitor s

So urc e : U.S. T ra ve l Asso c ia tio n

T he T

• 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

RE T AI L ’ S I MPACT ON T OURI SM

Re tail and T

• ur

ism De ve lopme nt Initiative s Should Wor k T

• ge the r

Co mpre he nsive De ve lo pme nt Stra te g y

=

Re ta il T

• urism

+

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?

“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 .”

JOHN RAYMOND DIRE CT OR OF COMMUNIT Y & E CONOMIC DE VE L OPME NT

CASE ST UDY: PAL M SPRI NGS, CA

ABOUT :

Po pula r to urist de stina tio n fo r o utdo o r a c tivitie s, a rts a nd c ulture , g a ming a nd e nte rta inme nt

NE E DS:

• 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

T he Situation

CASE ST UDY: PAL M SPRI NGS, CA

Re se ar c h Re sults: Whe r e T

• ur

ists Come F r

• m

T

• 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

• 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

• 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

• 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

• 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
• 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

ME SSAGE CHANNE L

QUE ST I ON AND ANSWE R

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