DESTINATION MARKETING PRINCIPLES · DESTINATION MARKETING PRINCIPLES Marla Roe, CDME - Visit Frisco...

DESTINATION MARKETING PRINCIPLES

Marla Roe, CDME - Visit Frisco

and

Dan Quandt, CAE, TDM, CTE, CSEE

Welcome

Introductions

Name

Position and organization represented

What do you hope to get out of this session

Review of material

Break

Complete review of material

Q & A

Acronyms

History of DMO’s

Purpose, Structure and Funding od DMO’s

Hotel Occupancy Tax

Marketing, Advertising & Promotions

DMO Sales & Services

Resources & Relevancy

Leadership & Stakeholders

Measurements of Success

Texas Association of Convention and Visitors Bureau (TACVB)

TACVB DMAI TTIA HSMAI THLA MPI CMP

ABA ACOM ASAE ASTA CVB EDC HOT

DFWAE NTA FIT IAAM IAME MTW NRA

GLAMER OMCA PATA PCMA RMA SGMP SITE

SMERF TACO TCCE TCMA TEDC TFEA TFC

TIA TOWA TRA TxDOT TTRA TUFC USTOA

ADR ROOI PSA CEO CRME SHDM CHSE

CHME DMAP CDME PDM CTIS TSAE CTA

SWAT SOP SITE CCTC CFCC CHE CTM

CTP FAA GIT PR SHTW IAMTM IT

MAP MARS OHG PATA PCMA SMERF TDM

• CDME – Certified Destination Management Executive

• CMP – Certified Meeting Professional

• CAE – Certified Association Executive

• CSEE – Certified Sports Event Executive

• TDM – Texas Destination Marketer

• CTE – Certified Tourism Executive

• CTIS – Certified Travel Industry Specialist

• CSM – Certified Sales Manager

• CTA – Certified Travel Associate

• CMM – Certificate in Meeting Management

• FCDME – Fellow Certified Destination Management Executive

• DMAP – Destination Marketing Accreditation Program

DMO’S = Destination Marketing Organizations

Convention & Visitors Bureau

Convention & Visitors Council

City Convention & Visitors Authority

Choose Chicago

Destination DC

Discover Las Vegas

Visit Wichita

San Francisco Travel

Tourism Richmond

Visit Lubbock

Marketing Arm of Destination

Brand Managers

Advocate for the Destination

Service and Host Events

To Educate

(CONT)

(CONT)

Create Events

Solicit Group Business

Voice of the Visitor

Product Development

Historic, Cultural & Recreational Opportunities

Economic Impact = Quality of Life, Sustainable City

Not-for-profit - 501(c)(6)

City Department

Chamber or Chamber Affiliate

For-Profit

County or Regional

2.4%

3.5%

21%

23%

50%

0 10 20 30 40 50 60

Quasi-governmental/Other

County Government

Non-Profit

Chamber of Commerce

City Department

Primary = HOT Tax

Alternative Funding Sources

Membership Dues

Booking Engines

Corporate Sponsorships

Event Hosting

Product Sales

Advertising Revenues

Co-op Programs

Marketing Fees

Tourism Business Improvement Districts (TID’s)

$$$$ vs. %

Others

HOT tax funds are to be spent on authorized uses as set by the

municipalities.

In Texas the funds are strictly state mandated on how they may be

spent by a municipality and must fit into 1 of 9 categories

Regardless HOT funds must be spent in a manner directly

enhancing and promoting tourism and the convention and hotel

industry - thus brining economic impact to your destination.

The “Two-Part Test”

Will the spending of the HOT funds put “heads in beds”, in other

words, will the funded project using HOT funds likely attract

overnight visitors to the city hotels and motels thereby promoting

the city’s hotel industry; and

Does the expenditure of the HOT funds fit into the 1 of the 9 uses

authorized by Texas state law?

The 9 categories

1. Convention and visitor centers

2. Convention registration

3. Advertising of the city

4. Promotion of the arts (15% cap)

5. Historical restoration and preservation (15% cap)

6. Sporting events in a county under one million in population

7. Enhancing or upgrading existing sports facilities of sports fields (only in certain cities)

8. Tourist transportation systems

9. signage directing the public to sights and attractions that are visited frequently by

hotel guests of the city

Must fit one of the areas we just talked about

Who is the audience for this event?

Must provide financial income/expense statements

Marketing plan

How is the event being promoted?

How will the finds be used?

What hotels do you have a room block at?

Location of event?

Must provide links to DMO website

Hotel pick-up reports and zip codes after the event

Assess your DMO’s Responsibilities

Each community has a unique approach

Assess your community’s tourism assets

Strengths, weaknesses, opportunities, threats

Create Destination Marketing & Business Development Plan

Use the TACVB Resource Library, industry peers or counterparts from your

area

What is your Vision Statement?

What is your Mission Statement?

What are your Strategic Goals & Objectives?

What steps will help you get there?

Who will help you get there?

Objectives

Strategies

Tactics

Responsibilities

Timeline

Follow-up / Review

Chamber of Commerce Arts Councils

Main Street Hotels/lodging

City leadersEconomic Development

Organizations

Parks Elected Officials

Museums & Attractions Other?

Business Travel / Groups

Associations

Education Governmental

Corporate

Special interest (Medical, Veterinary, Engineering etc.)

Partnership Opportunities

Team Texas

Cities of the Big 12 / SEC

Regional / Local

Others?

SMERF

Social

Military

Educational

Religious

Fraternal

And other similar markets (Hobby etc.)

Niche Marketing

Alumni

Nature - Birding, fishing, boating

Culinary

Agri-Tourism / Eco-Tourism

Family reunions

Film, TV and still photography

Golf

Retail

Weddings

Others?

Leisure Tourism

Define and know your brand/product

Research and identify potential markets

Group tours vs. leisure travelers

VFR - Visiting friends and relatives

FIT - Frequent individual travelers

Sports tourism

Festivals and Events

Sports Tourism & Events

Local resources

Youth / adult amateur

Junior Colleges & Universities

Parks & Recreations Department

Community leagues and associations

ASA / TAAF /USSSA / NAIA

Partnership Opportunities

Cities of the Big 12, NCAA, SEC

Regional / local

Team Texas

Create your own events / tournaments

TxMET & MINT

Trade shows/Team Texas events

Sales calls & sales blitzes

Association memberships

TSAE, MPI, RCMA, SGMP, HSMAI etc…

Internet mining

“Backyard Marketing”

Buy list

Local leaders / organizations

Registration services

Welcome bags, VIP baskets, door prizes

Event hosting / sponsorships / incentives

VIP welcome from city leaders

Maps

Photos

Shell brochures

Promotional items

(CONT)

(CONT)

Promotional mailings

Planning assistance for offsite activities

Post meeting reports (room pick up and other service reports, surveys)

Corporate social responsibility programs / tourism gives back

Charge for servicing?

Tied into room nights?

Visitor Centers

Community information

State & regional information

Affiliate information

Mobile visitor information centers

Request fulfillment

Reader responses to ad placement

website / phone call requests

Social media & email marketing

Tour Groups - motor coach, church, student, etc..

Step-on tour services

welcome bags

Itinerary planning

VIP welcome and interactions

Check in reception

Baggage handling

Others?

MarketFood &

ActivitiesLodging Totals

Business $84.95 $137.91 $222.86

Convention $64.17 $143.51 $207.68

Sports $58.39 $100.34 $158.73

Leisure/General $66.89 $119.02 $185.91

Motorcoach $3,800 - $12,480

$35,000,000 $34,000,000

$149,000,000

$163,000,000 $159,000,000

$149,000,000

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

$160,000,000

$180,000,000

2017 2016 2015 2014 2013 2012

$11,000,000 $11,000,000

$50,000,000 $50,000,000

$47,000,000

$44,000,000

$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

2017 2016 2015 2014 2013 2012

$300,000 $300,000

$3,300,000

$3,500,000

$3,300,000

$3,000,000

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

2017 2016 2015 2014 2013 2012

$1,600,000 $1,600,000

$7,500,000

$7,900,000

$7,600,000

$7,100,000

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

$9,000,000

2017 2016 2015 2014 2013 2012

300 300

1600 1600 1600

1500

0

200

400

600

800

1000

1200

1400

1600

1800

2017 2016 2015 2014 2013 2012

1. https://travel.texas.gov/travel-research/economic-impact/

2. Click on Interactive Website

3. Click on Click Here or on thumbnail for interactive data access

4. Select

Region

County

House or Senate District

Metro Area

City

46% 42% 39% 38% 34% 33%

41% 47% 45% 51% 57% 57%13% 11% 16% 11% 9% 10%

0%

25%

50%

75%

100%

125%

Personnel Programs Admin.

PersonnelAll

RespondentsTexas

Total Personnel

Cost37.13% 38.53%

Total Program

Expenses51.46% 51.90%

Total

Admin./General

Oper.

11.47% 9.92%

Market All Respondents Texas

Meetings &

Conventions25.52% 31.14%

Sports/Events

Market14.83% 11.5%

Travel Trade 9.9% 3.73%

Leisure 53.26% 51.11%

Other Market

Sectors19.02% 26.60%

Department Staff %

Marketing &

Communications25%

Convention Sales 18%

Visitor Services 13%

Sports / Event Markets 7%

Travel Trade 5%

Convention Services &

Housing5%

Membership Services 4%

General Administration 23%

Knowing and Understanding Your Product First

What does your destination have to offer the conventions and meetings market

Convention Hotels

Convention Center

Air Service

Local shuttle service

Off site venues

Free Wi-Fi

Free parking

Knowing and Understanding Your Market

Who Visits Your Destination?

Who Looks at Your Website?

Based on Research / Google Analytics

What are Your Feeder Markets?

Identify the Groups That are Most Likely to Come to Your City:

A Meeting or Tour

Festival, Event or Recreational

Vacation or Weekend Get-A-Way

Corporate Travel

Travel Shows and Marketplaces

Group/Business

Southwest Showcase

Rejuvenate

Collaborate

Connect

Religious Conference Management Association

Fraternity Executives Association

Meeting Professionals International

American Society of Association Executives

Society of Government Meeting Planners

Others

Travel Shows and Marketplaces

Sports

TEAMS

NASC

SportsLink

Connect Sports

Consumer Shows

Travel and Vacation Shows

RV, Boat and Outdoor Shows

Military Shows

Garden Shows

Other Consumer Shows (Women’s Expo, Home and Garden)

Albuquerque International Balloon Fiesta

Travel Shows and Marketplaces

Traditional Media

Print Collateral

Billboards

Editorial Placement

Newspapers, Leisure & Trade Publications

Radio

Television

(CONT)

(CONT)

Digital/Electronic Media

Internet

Email Marketing

Podcasts

Social Media

Facebook, Twitter

Flickr, Pinterest, Blogs, LinkedIn, Instagram, YouTube, Snapchat, Key Influencers,

Bloggers, etc…

Board - Advisory or Governing?

Who is on the board and why

Working with Councils and other Funding Partners

Committees

Economic Development

Community Partners Policy

MOUs

Booking Policies

Research Issues

Destination and Brand Management

Measurements and Tracking Success for

Conventions / Meeting Sales:

Is it Just Heads in Beds?

Measurements and Tracking Success

Room Nights - Still Important?

Sales Efforts…

Marketing Campaigns

Familiarization (FAM) Trips / Site Inspections

Servicing / Total Attendance

Use Data & Research - STR, Source Strategies, Dean Runyan, PKF, Tourism Economics

DMAI Event Calculators

Others?

Standard DMO Performance Reporting - DMAI

Measurements and Tracking Success

Room Nights

Sales Efforts

Advertising /Marketing Campaigns

Media

Visitor Inquiries

Trade Shows Attended

Intercept Surveys

Others

New Leads Sent

Press Kits Distributed

In-Kind Media

Articles Generated

Website Analytics

Travel Writers Hosted

Public Speaking

Blogs

Social Media Analytics

Other?

Other DMOs

The Person Sitting Next to You

Find a Mentor

Resource Libraries

Texas Hotel Lodging Association

Texas Travel Industry Association

Industry Consultants

Destination Marketing Association International

Texas Association of Convention and Visitor Bureaus

Destination Next Study

Advocacy Tool Kit

Compensation Studies

Organization & Financial Profile Study

Standard DMO Performance Reporting

DMO Uniform System of Accounts - Standard Financial Reporting Practices for DMO’s

DMAP Accreditation

Education Opportunities

Etc…

Open to Texas and Non-Texas DMOs

Educational Opportunities

www.tacvb.org

Resource Library

Team Texas Co-ops

Networking

TDM - Educational Tracks

Marla Roe, CDME

Executive Director

Visit Frisco

marla@visitfrisco.com

www.visitfrisco.com

Dan Quandt, CAE, TDM, CTE, CSEE

Vice President

Amarillo CVC

dan@visitamarillo.com

www.visitamarillo.com