Survive & Thrive!      Tourism Recession Beaters                 with            Phil Bruno    VirginiaTourism Summit     ...
Get It In GearWhen your survival is threatened how you react is key.
Before  High Blood    Pressure  High Cholesterol  Ulcerative Colitis  Sleep Apnea  325 lbs.  5 Medications  Morbidly Obese
After BP = 125 / 73 Cholesterol = V. Good Colitis = Cured Sleep Apnea = Cured 210 lbs No medications Century Cyclist
Get It In Gear In 2011 –  Tourism   organizations   are threatened   to survive.
Today’s Objectives    Understand the basic shift in     consumerism    Takeaway concrete actions steps     from Hospital...
Experience Economy
Focus Group Results    Q: Now that we are inrecession, what do you desire    in a travel/vacation         experience??
Boomers WANT            (Age 45 -65)   Willing to pay for good   • Relaxation    service - want value      •   Free time...
Boomers DON’T Want BUSSES!         •   Screaming children Rudeness        •   Cramped airplanes Inconvenience   •   Pay...
Generation X (age 32 – 44)  Unique experience  Cultural - no tour buses  Volunteer Tourism  Gay & Lesbian Travel
Generation Y         (Age 18 – 31)  Experiential        • Learning  Break from          • Togetherness   life/technology...
Boomers WANT            (Age 45 -65)   Willing to pay for good    Relaxation    service - want value       Free time  ...
Boomers DON’T Want NO BUSES!        Screaming children Rudeness         Cramped airplanes Inconvenience    Paying fo...
Generations X (age 32 – 44)  Unique experience  Cultural - no tour buses  Volunteer Tourism  Gay & Lesbian Travel
Generation Y         (Age 18 – 31)  Experiential          Learning  Break from            Togetherness   life/technolo...
Top Five Tactics  Focus on customers who CAN and will act.  Enrich the customer experience.  Convert trial customers to...
EnrichingStrategyDeliver high value agri-tourism expTarget affinity groups       corporate group marketTacticsImmerse cust...
http://firstcrushwinemaking.com/
First Crush Results500% growth of customer base in year 2New workshops began +30% projected  attendance 2010Addition of co...
How are you enriching the  customer experience?
American Mountain Theater527 seat, $1.8 million theater – opened July 2007Elkins West VirginiaStrategyOffer family friendl...
American Mountain TheaterTactics       Produce 3 different live family friendly music and      comic variety shows over th...
AMT Results  2008 attendance/sales + 117% over „07  2009                   +57% over ‟08  2010 thru July        +19% over ...
AMT – More Results  Packaging department has packaged trips from 26  states and 2 foreign countries.  Dinner theater under...
ROCK CITY Strategy  #1 Resource = People  Culture of Excellence  Renewed training  Aggressive mystery shopping  Accou...
Values   Being proactive   Innovating throughout   Acting as a learning    organization   Communication as key   Appr...
ROCK CITY Results  Attendance steady at 400M  2007 – 08 profitability +52%  08-09 profitability +43%  #1 Guest Service...
What are the values of your      organization?
Deliverables Industry relations  Introduced a hospitality program   reinforced with a secret shopper   programs fueled by...
Deliverables Tourism Marketing - Initiated a regional branding program         Try Southwest Kansas - Participates with St...
Deliverables Community Relations  Got support to introduce 1 cent tourism   tax  Economic impact is at core of efforts ...
Dodge City Kansas CVB Strategy  Focus on those who   can and will act    Community effort to     diversify business     ...
Get the Heck INTO Dodgehttp://www.cnn.com/video/data/2.0/video/u  s/2010/04/22/foreman.bua.dodge.city.cn  n.html
Dodge City Kansas CVB Tactics  Establish 1%sales tax for tourism   development  Invest in sports complex, race track,   ...
Dodge City Kansas CVB Tactics  Establish a Hospitality program among   partners reinforced with secret shoppers  Co-op m...
Economic Impact                Based on guest tax                                     -2001-                              ...
Results    31% Guest tax revenue increase during     2008-10    Unemployment rate 4%
How are you supporting front-line standards?   What tools have youintroduced recently to  reinforce Your brand       exper...
Titanic: World’s largest MuseumBranson Mo opened in 2006Raised tax rev 9%„07 +5%„08 -3%‟09 -3%„10 +4%Molly and Carter prom...
Titanic   Pigeon Forge, TNOpened April 2010        Tax revenueCapacity crowds 4K daily 2008 -4%Sold out by 11am           ...
In conclusion            Top Five Tactics  Focus on customers who CAN and will act.  Enrich the customer experience.  C...
WANTED: CVB Success Stories    If you changed strategy and tactics in     response to recession issues                   ...
For more            Info          See me             or      Leave your cardwith VACVB Representative             or      ...
Phil Bruno's Surviving & Thriving
Phil Bruno's Surviving & Thriving
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Phil Bruno's Surviving & Thriving

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Speaker opens with inspiring personal survival story and then shares business cases that have bucked the trend for sluggish economy and recession to succeed.

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Phil Bruno's Surviving & Thriving

  1. 1. Survive & Thrive! Tourism Recession Beaters with Phil Bruno VirginiaTourism Summit April 19, 2011
  2. 2. Get It In GearWhen your survival is threatened how you react is key.
  3. 3. Before High Blood Pressure High Cholesterol Ulcerative Colitis Sleep Apnea 325 lbs. 5 Medications Morbidly Obese
  4. 4. After BP = 125 / 73 Cholesterol = V. Good Colitis = Cured Sleep Apnea = Cured 210 lbs No medications Century Cyclist
  5. 5. Get It In Gear In 2011 – Tourism organizations are threatened to survive.
  6. 6. Today’s Objectives  Understand the basic shift in consumerism  Takeaway concrete actions steps from Hospitality and Tourism organizations who have successfully adjusted.  Understand that HOPE is not a strategy
  7. 7. Experience Economy
  8. 8. Focus Group Results Q: Now that we are inrecession, what do you desire in a travel/vacation experience??
  9. 9. Boomers WANT (Age 45 -65) Willing to pay for good • Relaxation service - want value • Free time Good food • Shoppers Choices • „Man‟cations Small group adventure • Girlfriends getaways Experiential/authentic • Family travel – travel multi-generational Voluntourism
  10. 10. Boomers DON’T Want BUSSES! • Screaming children Rudeness • Cramped airplanes Inconvenience • Paying for luggage No crowds • Structured No lines itineraries
  11. 11. Generation X (age 32 – 44)  Unique experience  Cultural - no tour buses  Volunteer Tourism  Gay & Lesbian Travel
  12. 12. Generation Y (Age 18 – 31)  Experiential • Learning  Break from • Togetherness life/technology • Your own experience  Affordable w unique pictures  Convenient • Want to eat/shop/  Fun • Explore where locals go
  13. 13. Boomers WANT (Age 45 -65) Willing to pay for good  Relaxation service - want value  Free time Good food  Shoppers Choices  „Mancations Small group adventure  Girlfriends getaways Experiential/authentic  Family travel – travel multi-generational Voluntourism
  14. 14. Boomers DON’T Want NO BUSES!  Screaming children Rudeness  Cramped airplanes Inconvenience  Paying for luggage No crowds  Structured itineraries No lines
  15. 15. Generations X (age 32 – 44)  Unique experience  Cultural - no tour buses  Volunteer Tourism  Gay & Lesbian Travel
  16. 16. Generation Y (Age 18 – 31)  Experiential  Learning  Break from  Togetherness life/technology  Your own experience  Affordable w unique pictures  Convenient  Want to eat/shop/  Fun explore where locals go
  17. 17. Top Five Tactics  Focus on customers who CAN and will act.  Enrich the customer experience.  Convert trial customers to core customers.  Enhance your brand.  Community – together we are stronger.
  18. 18. EnrichingStrategyDeliver high value agri-tourism expTarget affinity groups corporate group marketTacticsImmerse customer in harvest and wine making processInvolve all sensesProvide edu-tainmentOffer Team Building experienceCommunity synergy – CVB – 11 other winemakers channel partners – Crush Club
  19. 19. http://firstcrushwinemaking.com/
  20. 20. First Crush Results500% growth of customer base in year 2New workshops began +30% projected attendance 2010Addition of corporate team building in 2010 - took 50% of Harvest weekend experiences
  21. 21. How are you enriching the customer experience?
  22. 22. American Mountain Theater527 seat, $1.8 million theater – opened July 2007Elkins West VirginiaStrategyOffer family friendly entertainment unique to the regionAttract family, individual and motorcoach operators invarious stage of vacation planning process to spendmultiple day stays in area for benefit of community
  23. 23. American Mountain TheaterTactics Produce 3 different live family friendly music and comic variety shows over the course of each season. Buy media in WV and surrounding states some national publications „08 started packaging department to partner with excursion train, local hoteliers, attractions and restaurants.
  24. 24. AMT Results 2008 attendance/sales + 117% over „07 2009 +57% over ‟08 2010 thru July +19% over ‟09 Hotel tax +15% over ‟09 County travel spending +13% „07-08 2x state avg. Local economical impact $5-6 million Elkins is #1 motorcoach destination in state 325 bus groups in 2009 Become a 2-3 day overnight package with most attractions a few miles from eachother
  25. 25. AMT – More Results Packaging department has packaged trips from 26 states and 2 foreign countries. Dinner theater under construction Style compliments rather than competes Bluegrass and comedy Demand for rooms exceeds supply From September - Shows sold out through 2010 Visit their website - WOW www. Americanmountaintheater.com
  26. 26. ROCK CITY Strategy  #1 Resource = People  Culture of Excellence  Renewed training  Aggressive mystery shopping  Accountability and rewards  Special event production
  27. 27. Values  Being proactive  Innovating throughout  Acting as a learning organization  Communication as key  Appreciation of all  Accountability
  28. 28. ROCK CITY Results  Attendance steady at 400M  2007 – 08 profitability +52%  08-09 profitability +43%  #1 Guest Service rating Southern Highlands Attractions Association  Revenue per guest +4%  Attendance in 2010 +6%
  29. 29. What are the values of your organization?
  30. 30. Deliverables Industry relations  Introduced a hospitality program reinforced with a secret shopper programs fueled by volunteers  Catalyst for a Hospitality Program at Community College
  31. 31. Deliverables Tourism Marketing - Initiated a regional branding program Try Southwest Kansas - Participates with State co-op media buying program - Partners with local attractions
  32. 32. Deliverables Community Relations  Got support to introduce 1 cent tourism tax  Economic impact is at core of efforts  Tourism has been recognized as key economic development player
  33. 33. Dodge City Kansas CVB Strategy  Focus on those who can and will act  Community effort to diversify business base through tourism
  34. 34. Get the Heck INTO Dodgehttp://www.cnn.com/video/data/2.0/video/u s/2010/04/22/foreman.bua.dodge.city.cn n.html
  35. 35. Dodge City Kansas CVB Tactics  Establish 1%sales tax for tourism development  Invest in sports complex, race track, convention center and seasonal leisure activities  Capture momentum from opening of 1st ever State-owned casino  Reinforce the brand of “Wild West”
  36. 36. Dodge City Kansas CVB Tactics  Establish a Hospitality program among partners reinforced with secret shoppers  Co-op marketing efforts with state tourism office and local attractions  Established regional marketing effort with surrounding communities  Try Southwest Kansas
  37. 37. Economic Impact Based on guest tax -2001- 15,638,082.0025000000 -2002- 15,516,540.00 -2003-20000000 14,827,500.00 -2004- 15,137,207.0015000000 -2005- 15,303,165.0010000000 -2006- 15,367,500.00 -2007- 5000000 17,410,500.00 -2008- 22,845,875.00 0 -2009- 23,625,040.00 -2010- 24,794,250.00
  38. 38. Results  31% Guest tax revenue increase during 2008-10  Unemployment rate 4%
  39. 39. How are you supporting front-line standards? What tools have youintroduced recently to reinforce Your brand experience?
  40. 40. Titanic: World’s largest MuseumBranson Mo opened in 2006Raised tax rev 9%„07 +5%„08 -3%‟09 -3%„10 +4%Molly and Carter promotionRaised 2010 revenues 30%
  41. 41. Titanic Pigeon Forge, TNOpened April 2010 Tax revenueCapacity crowds 4K daily 2008 -4%Sold out by 11am ‟09 -12%Quarterly promotions „10 +11%Community InvolvementLocal partnering11.5% above projections
  42. 42. In conclusion Top Five Tactics  Focus on customers who CAN and will act.  Enrich the customer experience.  Convert trial customers to core customers.  Enhance your brand.  Community – together we are stronger.
  43. 43. WANTED: CVB Success Stories  If you changed strategy and tactics in response to recession issues & You have positive results & You are willing to share your story PLEASE SEE ME
  44. 44. For more Info See me or Leave your cardwith VACVB Representative or e-mail Phil@treatemright.com
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