destination marketing & the arts...it's and not or
DESCRIPTION
Presentation at Pennsylvania Association of Convention & Visitors Bureaus Annual Meeting, DMAI and Americans for the ArtsTRANSCRIPT
Sametz Blackstone Associates
Destination Marketing & the Arts
It’s AND, not OR!
Pennsylvania Tourism Summit
SPEAKERS
Randy Cohen, Vice President of Research & PolicyAmericans for the Arts@artsinfoguy @Americans4Arts
Victoria Isley, Chief Operating OfficerDestination Marketing Association International@victoriaisley @meetdmai
Hurrah for Culture!!
Pennsylvania…Rich with Arts & Culture!
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
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%
Nonprofit Arts & Culture Attendees Spend $27.79 Per Person, Per Event
Nonprofit Arts & Culture AttendeesLocal vs. Nonlocal
Event-Related SpendingLocal vs. Nonlocal Audiences
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
A Growing Percentage of Foreign VisitorsParticipate in the Arts While in the U.S.
Baltimore Symphony’s “Rusty Musicians”
Opera in the Outfield
Library Parking…Not A Dull Read in Kansas City
The Phoenix Dump
The Helix by Selena Littler
Arts Marketing Destination Award
White House Conference on Tourism (1995)
“All tourism is cultural tourism!”
-Garrison Keillor
Thank You!
www.AmericansForTheArts.org
SPEAKERS
Randy Cohen, Vice President of Research & PolicyAmericans for the Arts
Victoria Isley, Chief Operating OfficerDestination Marketing Association International
@victoriaisley @meetdmai
Creates Memories, Communities AND Jobs
DESTINATION MARKETING
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
600 DMOs Command$1.5 Billion in Annual Budgets
$1.5 Billion Investedby DMOs
$667 Million Investedby State Tourism Offices
Source: DMAI, US Travel AssociationSource: DMAI, US Travel Association
“AND”
HOW ABOUT THIS?
DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING
THROUGH31
© Sametz Blackstone Associates
POSTER BOY FORCULTURAL TOURISM?
IN THIS CASE…YES
34
CUSTOMER-FOCUSED APPROACH
Know Who You Really
Are
Know What They Really Care About
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)
This is the competition
FIND COMMON LANGUAGE & GOALS
Put some skin in the game
Fill my _________MuseumTheatreGallery
etc
Leverage resources to grow visitationto destination and attractions
KNOW THE DIFFERENCE BETWEEN THE WHY (MOTIVATION) OF THE TRIP…and WHAT visitors did while on the trip
1. Destination
2. Duration
3. Transportation
4. Accommodations
5. Activities
DECISION MAKING ORDER FOR TRIP PLANNING
AUTHENTICITY
Of Place & Of Culture
© Sametz Blackstone Associates
Authentic Unique
Optimum Value Proposition for Destination Experience
Potential differentiators that can’t Easily be copied by the competition
Experiencing the traditional and contemporary culture, arts, and special character of a place 44
AND
NOT OR
AND
NOT OR
ENGAGEMENT
Personal & Digital
Gen Y and younger don’t know life without the internet
MEDIA MIX CAN INSPIRE DEMANDMOVE FROM INTEREST TO INTENTand target nice audiences more efficiently
LEVERAGEIMPACT
Economic & Experience
YOU ARE IN IT TOGETHER
DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…and the highest yielding visitor segments
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
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]