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The future of destination marketing & management

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Key travel and tourism trends that will shape the future of Destination Marketing & Management Organizations and a new approach to benchmarking and monitoring the experiential quality of a city or destination.

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The future of destination marketing & management

  1. 1. R E S O N A N C E C O . C O M @ C R FA I R RESONANCE THE SECOND M IN DMMO The Future of Destination Marketing & Management
  2. 2. R E S O N A N C E C O . C O M @ C R FA I R ABOUT US Resonance Consultancy is a global advisor on real estate, tourism and economic development for countries, cities and communities around the world. @ C R FA I R
  3. 3. R E S O N A N C E C O . C O M @ C R FA I R PLACESARE OUR PASSION R E S O N A N C E C O . C O M @ C R FA I R
  4. 4. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE INSPIRATION
  5. 5. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE ENERGY
  6. 6. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE CONNECTIONS
  7. 7. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE PROSPERITY
  8. 8. R E S O N A N C E C O . C O M @ C R FA I R RECENT PROJECTS • Vancouver Tourism Master Plan • Cincinnati Destination Development Strategy • Aruba Tourism Authority Strategic Business Plan • Ireland South & East Brand Strategy • Tulsa Destination Development Strategy • Portland Tourism Master Plan • Bermuda Destination Assessment • Calgary Urban Revitalization • U.S. Virgin Islands Brand Strategy @ C R FA I R
  9. 9. R E S O N A N C E C O . C O M @ C R FA I R AGENDA • Key Trends • Key Threats • The Meaning of Life (For a DMO) • The Path to Becoming a DMMO @ C R FA I R
  10. 10. R E S O N A N C E C O . C O M @ C R FA I R TOURISM IS ONE OF 
 THEWORLD’S FASTEST GROWING INDUSTRIES R E S O N A N C E C O . C O M @ C R FA I R
  11. 11. R E S O N A N C E C O . C O M @ C R FA I R TOURISM FORECAST Source: UNWTO Tourism Forecast
  12. 12. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M BUTTHE FUTURE LOOKS QUITE DIFFERENTTHANTHE PAST @ C R FA I R
  13. 13. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R WHY? R E S O N A N C E C O . C O M @ C R FA I R
  14. 14. R E S O N A N C E C O . C O M @ C R FA I R CONSPICUOUS LEISURE R E S O N A N C E C O . C O M @ C R FA I R
  15. 15. R E S O N A N C E C O . C O M @ C R FA I R DESIRABLE LUXURIES Smartphone Freedom to work from home Vacation home in the mountains/beach Extended time off work Taking exotic vacations Tablet/E-Reader Gourmet kitchen at home Owning your own business Wife/husband that is able to stay at home with kids Apartment in major metropolitan city Home Theater Luxury Swimming Pool Sending your children to private schools Home in private/gated community Owning an expensive car Fine jewelry and/or expensive watch 20% 20% 20% 22% 22% 22% 23% 24% 25% 33% 38% 38% 39% 40% 42% 50% 10% 11% 12% 14% 14% 13% 15% 17% 16% 21% 25% 22% 26% 26% 30% 34% 10 - Extremely desirable 9 Source: Resonance 2016 Portrait of the U.S. Luxury Traveler
  16. 16. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R ASIA R E S O N A N C E C O . C O M @ C R FA I R
  17. 17. R E S O N A N C E C O . C O M @ C R FA I R CHINESE OUTBOUNDTRAVEL 0 50 100 150 200 2009 2010 2011 2012 2013 2014 2015 2020 P Chinese Outbound Travelers (millions) Chinese Outbound Travelers (growth) 8.0% 12.2% 19.5% 7.7% 18.4% 22.4% 20.4% 4.0%4.0% 20.4% 22.4% 18.4% 7.7% 19.5% 12.2% 8.0% Source: CNTA
  18. 18. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R CHANGING 
 DEMOGRAPHICS R E S O N A N C E C O . C O M @ C R FA I R
  19. 19. R E S O N A N C E C O . C O M @ C R FA I R POPULATIONAGED 65+ % of population aged 65+ 10% 15% 20% 25% Canada Germany Poland Spain United Kingdom United States 2005 2010 2015 Source: UN Data
  20. 20. R E S O N A N C E C O . C O M @ C R FA I R DEFINITION OF RETIREMENT IN U.S. A time to trave and explore new places A time to slow down and enjoy life More time to spend with family and friends A time to explore different interests A time to volunteer for causes I care about A time to live dreams A time to make do with what I have A time to continue working/living as always A time to start a new business 2% 12% 24% 28% 35% 53% 55% 64% 66% Source: Resonance 2015 Portrait of the U.S. Retiree Traveler
  21. 21. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R LOCALISM R E S O N A N C E C O . C O M @ C R FA I R
  22. 22. R E S O N A N C E C O . C O M @ C R FA I R MacroMarketShare 70% 75% 80% 85% 90% 95% 100% CraftandImportsMarketShare 0% 5% 10% 15% 20% 1985 1990 1995 2000 2005 2010 2015 U.S.BEER MARKET SHARE Craft Imports Macro Source: U.S. Brewers Association
  23. 23. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R SHARING ECONOMY R E S O N A N C E C O . C O M @ C R FA I R
  24. 24. R E S O N A N C E C O . C O M @ C R FA I R TOTALAIRBNB LISTINGS 2009 2010 2011 2012 2013 2014 2015 2016 3,000 50,000 120,000 300,000 550,000 1,000,000 2,300,000 Source: Airbnb
  25. 25. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R AIR ROUTE DEVELOPMENT R E S O N A N C E C O . C O M @ C R FA I R
  26. 26. R E S O N A N C E C O . C O M @ C R FA I R 4.0 B 4.5 B 5.0 B 5.5 B 6.0 B 6.5 B 7.0 B 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 AIRTRAVEL PASSENGER-KM Source: ICAO
  27. 27. R E S O N A N C E C O . C O M @ C R FA I R THESETRENDSARE DRIVING 
 A DISPROPORTIONATE NUMBER OFTRAVELLERSTO CITIES R E S O N A N C E C O . C O M @ C R FA I R
  28. 28. R E S O N A N C E C O . C O M @ C R FA I R CITYTRIPS SOARED 82% BETWEEN 2007AND 2014TO REACH 22% OFALL HOLIDAYS R E S O N A N C E C O . C O M Source: World Travel Monitor @ C R FA I R
  29. 29. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M WHY CITIES? @ C R FA I R
  30. 30. R E S O N A N C E C O . C O M @ C R FA I R TIMES SQUARE 
 1983 R E S O N A N C E C O . C O M @ C R FA I R
  31. 31. R E S O N A N C E C O . C O M @ C R FA I R TIMES SQUARE 
 2013 R E S O N A N C E C O . C O M @ C R FA I R
  32. 32. R E S O N A N C E C O . C O M @ C R FA I R NEWYORK CITYTOURISM GROWTH CrimeRate 0 2,500 5,000 7,500 10,000 Visitorsinmillions 0 15 30 45 60 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 TOTAL VISITORS TOTAL CRIME RATE Source: NYC & Company / U.S. Census Bureau
  33. 33. R E S O N A N C E C O . C O M @ C R FA I R TYPES OF FUTUREVACATIONS FOR U.S.RETIREES Visit to a major metropolitan city Vacation with friends Cruise Visit to a beach resort Multi-generational vacation Quiet countryside holiday Visit to a mountain resort Family vacations with kids Combining business trip with leisure vacation Other 23% 4% 10% 11% 14% 21% 28% 29% 30% 33% Source: Resonance 2015 Portrait of the U.S. Retiree Traveler
  34. 34. R E S O N A N C E C O . C O M @ C R FA I R TYPES OF FUTUREVACATIONS FOR U.S.MILLENNIALS Visit to a beach resort Visit to a major metropolitan city Family vacation with kids Vacation with friends Multi-generational vacation Cruise Visit to a mountain resort Quiet countryside holiday Combining business trip with leisure vacation Other 6% 19% 19% 23% 26% 27% 40% 41% 42% 47% Source: Resonance 2015 Portrait of the U.S. Millennial Traveler
  35. 35. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M POTENTIALTHREATS TOTOURISM GROWTH @ C R FA I R
  36. 36. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M POLLUTION @ C R FA I R
  37. 37. R E S O N A N C E C O . C O M @ C R FA I R AnnualAveragePM2.5levels(µg/m3) 0 35 70 105 140 AnnualInboundVisitors(millions) 0 2 3 5 6 2008 2009 2010 2011 2012 2013 2014 BEIJING ANNUAL INBOUND VISITORS BEIJING ANNUAL AVERAGE PM 2.5 CHINA PM 2.5 STANDARD U.S. PM 2.5 STANDARD BEIJINGANNUALVISITORS Source: U.S. Department of State Data
  38. 38. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M TERRORISM @ C R FA I R
  39. 39. R E S O N A N C E C O . C O M @ C R FA I R 10,000,000 17,000,000 24,000,000 31,000,000 38,000,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Foreign Arrivals Foreign Arrivals Change -6.2% 17.8% 12.8% 2.8% 5.7% 9.9% 1.0% 9.8% 5.5% -1.6% -30.1% ISTANBUL FOREIGNARRIVALS 1st Terrorist Attack Source: Kultur
  40. 40. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M PEAK GLOBALIZATION @ C R FA I R
  41. 41. R E S O N A N C E C O . C O M @ C R FA I R TOO MANYTOURISTS R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
  42. 42. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R “WHATWEARE SEEING NOW ISTHAT MANY DESTINATIONSARE LITERALLY BURSTINGATTHE SEAMS.” - Paul Ouimet, Destination Next
  43. 43. R E S O N A N C E C O . C O M @ C R FA I R VENICE BARCELONA
 AMSTERDAM R E S O N A N C E C O . C O M @ C R FA I R ASHEVILLE SAVANNAH SONOMA
  44. 44. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M “THE FUTURE IS ALREADY HERE – 
 IT’S JUST NOTVERY EVENLY DISTRIBUTED.” - William Gibson @ C R FA I R
  45. 45. R E S O N A N C E C O . C O M @ C R FA I R THE GOALSTHAT DMO’S 
 HAVE HISTORICALLY PURSUED NOWTHREATEN THEIR FUTURE RELEVANCE AND EVEN EXISTENCE. R E S O N A N C E C O . C O M @ C R FA I R
  46. 46. R E S O N A N C E C O . C O M @ C R FA I R 1.THE MEANING OF LIFE (FORA DMO) As tourism continues to grow DMOs must shift resources from marketing to management to balance the interests and benefits of tourism with those of the local communities they serve. @ C R FA I R
  47. 47. R E S O N A N C E C O . C O M @ C R FA I R 2.THE MEANING OF LIFE (FORA DMO) As locals, visitors and digital channels become the primary means of place- based communication, DMOs must shift from traditional marketing to management to promote their destination. @ C R FA I R
  48. 48. R E S O N A N C E C O . C O M @ C R FA I R 3.THE MEANING OF LIFE (FORA DMO) DMOs are the only organization within a city structure that has the capabilities, capacities and funding to focus on developing and managing the experiential quality of a city. @ C R FA I R
  49. 49. R E S O N A N C E C O . C O M @ C R FA I R “DESTINATION MANAGEMENT ORGANIZATIONS CO-ORDINATETHE MANAGEMENT OFALLTHE ELEMENTSTHAT MAKE UPA DESTINATION (ATTRACTIONS,ACCESS,MARKETING,HUMAN RESOURCES,IMAGEAND PRICING).ITTAKES 
 A STRATEGICAPPROACHTO LINK-UPVERY SEPARATE ENTITIES FORTHE BETTER MANAGEMENT OFTHE DESTINATION.“ R E S O N A N C E C O . C O M Source: UNWTO @ C R FA I R
  50. 50. R E S O N A N C E C O . C O M @ C R FA I R THE PATHTO BECOMINGA DMMO @ C R FA I R 1. Assess 2. Plan 3. Partner 4. Organize 5. Develop 6. Manage 7. Monitor
  51. 51. R E S O N A N C E C O . C O M @ C R FA I R 1.ASSESS @ C R FA I R Benchmark and assess the experiential quality of your destination.
  52. 52. R E S O N A N C E C O . C O M @ C R FA I R HOW DOYOU MEASURE & MONITORTHE EXPERIENTIAL QUALITY OFA DESTINATION? R E S O N A N C E C O . C O M @ C R FA I R
  53. 53. R E S O N A N C E C O . C O M @ C R FA I R SOCIAL MEDIA 
 PROVIDESA NEW 
 SOURCE OF 
 DESTINATION INSIGHTS 
 & INTELLIGENCE R E S O N A N C E C O . C O M @ C R FA I R
  54. 54. R E S O N A N C E C O . C O M @ C R FA I R DESTINATION BENCHMARKING Resonance Consultancy has collected and analyzed experiential data for more than 400 cities around the world. @ C R FA I R
  55. 55. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR EXPERIENCES 1.NEWYORK 2.LOSANGELES 3.CHICAGO 4.ORANGE COUNTY 5.SAN FRANCISCO 6.LASVEGAS 7.HOUSTON 8.SAN DIEGO 9.OAHU 10.SEATTLE 11.PORTLAND,OR 12.MIAMI 13.ORLANDO 14.AUSTIN 15.SANANTONIO 16.PHILADELPHIA 17.WASHINGTON 18.TAMPA/ST.PETERSBURG 19.ATLANTA 20.BOSTON
  56. 56. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M CULTURE @ C R FA I R
  57. 57. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR CULTURE 1.NEWYORK 2.CHICAGO 3.LASVEGAS 4.LOSANGELES 5.BRANSON 6.SAN FRANCISCO 7.PHILADELPHIA 8.NEW ORLEANS 9.WASHINGTON DC 10.SAN DIEGO 11.SEATTLE 12.HOUSTON 13.ORANGE COUNTY 14.OAHU ISLAND 15.BOSTON 16.ATLANTA 17.BALTIMORE 18.PORTLAND,OR 19.ST.LOUIS 20.CHARLESTON
  58. 58. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M ENTERTAINMENT @ C R FA I R
  59. 59. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR ENTERTAINMENT 1.NEWYORK 2.LASVEGAS 3.CHICAGO 4.SAN FRANCISCO 5.NEW ORLEANS 6.LOSANGELES 7.SEATTLE 8.SAN DIEGO 9.ORANGE COUNTY 10.OAHU ISLAND 11.AUSTIN 12.PORTLAND,OR 13.HOUSTON 14.TAMPA/ST.PETERSBURG 15.PHILADELPHIA 16.ORLANDO 17.NASHVILLE 18.HAWAII ISLAND 19.BOSTON 20.SANANTONIO
  60. 60. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M SIGHTSEEING @ C R FA I R
  61. 61. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR SIGHTSEEING 1.NEWYORK 2.OAHU ISLAND 3.HAWAII ISLAND 4.MAUI ISLAND 5.SAN FRANCISCO 6.SAN DIEGO 7.CHICAGO 8.LOSANGELES 9.ORANGE COUNTY 10.NEW ORLEANS 11.LASVEGAS 12.WASHINGTON 13.CHARLESTON,SC 14.BOSTON 15.SEATTLE 16.PORTLAND,OR 17.MIAMI 18.TAMPA/ST.PETERSBURG 19.SAVANNAH 20.PHILADELPHIA
  62. 62. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M SPORTS & 
 ADVENTURE @ C R FA I R
  63. 63. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR SPORTS &ADVENTURE 1.OAHU ISLAND 2.MAUI ISLAND 3.HAWAII ISLAND 4.SAN DIEGO 5.DESTIN 6.MIAMI 7.ORANGE COUNTY 8.TAMPA/ST.PETERSBURG 9.NAPLES 10.CHARLESTON,SC 11.FORT LAUDERDALE 12.LASVEGAS 13.NEWYORK 14.SAN FRANCISCO 15.SARASOTA 16.FORT MYERS 17.VIRGINIA BEACH 18.SEATTLE 19.CHICAGO 20.MONTEREY
  64. 64. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M CULINARY @ C R FA I R
  65. 65. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR CULINARY 1.NEWYORK 2.LOSANGELES 3.ORANGE COUNTY 4.CHICAGO 5.HOUSTON 6.SAN FRANCISCO 7.SAN DIEGO 8.LASVEGAS 9.SEATTLE 10.PORTLAND,OR 11.SANANTONIO 12.OAHU ISLAND 13.ORLANDO 14.PHILADELPHIA 15.AUSTIN 16.MIAMI 17.ATLANTA 18.WASHINGTON DC 19.DALLAS 20.TAMPA/ST.PETERSBURG
  66. 66. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M LODGING @ C R FA I R
  67. 67. R E S O N A N C E C O . C O M @ C R FA I R TOP 20 CITIES FOR LODGING 1.NEWYORK 2.HOUSTON 3.ORLANDO 4.ORANGE COUNTY 5.SANANTONIO 6.SAN DIEGO 7.CHICAGO 8.LASVEGAS 9.LOSANGELES 10.WASHINGTON DC 11.NEW ORLEANS 12.SAN FRANCISCO 13.AUSTIN 14.TAMPA/ST.PETERSBURG 15.ATLANTA 16.MYRTLE BEACH 17.BRANSON 18.DALLAS 19.CHARLOTTE 20.PHOENIX
  68. 68. R E S O N A N C E C O . C O M @ C R FA I R TOURISM QUALITY PERFORMANCE @ C R FA I R Number of very good or excellent experiences per 100,000 visitors.
  69. 69. R E S O N A N C E C O . C O M @ C R FA I R NEWYORK CITY CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  70. 70. R E S O N A N C E C O . C O M @ C R FA I R PORTLAND,OR CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  71. 71. R E S O N A N C E C O . C O M @ C R FA I R NEW ORLEANS CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  72. 72. R E S O N A N C E C O . C O M @ C R FA I R TULSA CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  73. 73. R E S O N A N C E C O . C O M @ C R FA I R PITTSBURGH CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  74. 74. R E S O N A N C E C O . C O M @ C R FA I R DENVER CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  75. 75. R E S O N A N C E C O . C O M @ C R FA I R AUSTIN CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  76. 76. R E S O N A N C E C O . C O M @ C R FA I R RALEIGH CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  77. 77. R E S O N A N C E C O . C O M @ C R FA I R SALT LAKE CITY CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  78. 78. R E S O N A N C E C O . C O M @ C R FA I R PHILADELPHIA CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  79. 79. R E S O N A N C E C O . C O M @ C R FA I R HOUSTON CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  80. 80. R E S O N A N C E C O . C O M @ C R FA I R WASHINGTON DC CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  81. 81. R E S O N A N C E C O . C O M @ C R FA I R MEMPHIS CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  82. 82. R E S O N A N C E C O . C O M @ C R FA I R SAN DIEGO CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  83. 83. R E S O N A N C E C O . C O M @ C R FA I R SEATTLE CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  84. 84. R E S O N A N C E C O . C O M @ C R FA I R CHARLOTTE CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  85. 85. R E S O N A N C E C O . C O M @ C R FA I R CINCINNATI CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  86. 86. R E S O N A N C E C O . C O M @ C R FA I R OMAHA CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  87. 87. R E S O N A N C E C O . C O M @ C R FA I R ASHEVILLE CULTURE ENTERTAINMENT SIGHTSEEING SPORTS AND ADVENTURE CULINARY LODGING
  88. 88. R E S O N A N C E C O . C O M @ C R FA I R THE SHIFT FROM MARKETINGTO MANAGEMENT BEGINSWITH ASSESSINGTHE EXPERIENTIAL QUALITY OFYOUR DESTINATION R E S O N A N C E C O . C O M @ C R FA I R
  89. 89. R E S O N A N C E C O . C O M @ C R FA I R 2.PLAN @ C R FA I R Build a shared vision for the type of destination you want to be and the audiences you want to attract.
  90. 90. VANCOUVER
  91. 91. R E S O N A N C E C O . C O M @ C R FA I R VANCOUVERTOURISM MASTER PLAN @ C R FA I R • 2,000+ locals participated in Vancouver Tourism Master Plan process • Identified same top 2 key issues as industry: - Late night transportation - Liquor laws and regulations
  92. 92. R E S O N A N C E C O . C O M @ C R FA I R 3.PARTNER @ C R FA I R Your success as a destination developer and manager will be determined by the strengths of the partnerships you build.
  93. 93. R E S O N A N C E C O . C O M @ C R FA I R TULSA
  94. 94. R E S O N A N C E C O . C O M @ C R FA I R 4.ORGANIZETO SUPPORT & DEVELOP @ C R FA I R • Chief Experience Officer • Vice-President Destination Development • Vice-President Community Affairs • Director Product Development • Tourism Energy Specialist
  95. 95. PORTLAND
  96. 96. R E S O N A N C E C O . C O M @ C R FA I R 5.DEVELOP PRODUCT @ C R FA I R Key institutions, attractions and infrastructure.
  97. 97. BILBAO
  98. 98. @ResonanceCo Monthly overnight stays of foreign visitors in the province of Biscay Jan 1980 to Dec 2010 100000 80000 60000 40000 20000 80 0 85 90 95 00 05
  99. 99. R E S O N A N C E C O . C O M @ C R FA I R THE HIGH LINE @ C R FA I R
  100. 100. R E S O N A N C E C O . C O M @ C R FA I R 5.DEVELOP PROGRAMMING @ C R FA I R If product is the hardware of a destination, programming is the software made up of events, festivals, experiences and culture.
  101. 101. R E S O N A N C E C O . C O M @ C R FA I R CLEVELAND
  102. 102. R E S O N A N C E C O . C O M @ C R FA I R 5.DEVELOP PLACE @ C R FA I R Placemaking seeks to build or improve public space, spark public discourse, create beauty and delight, engender civic pride, connect neighborhoods, support community health and safety, grow social justice, catalyze economic development, and nurture an authentic “sense of place. - DUSP MIT
  103. 103. R E S O N A N C E C O . C O M @ C R FA I R VANCOUVER @ C R FA I R
  104. 104. R E S O N A N C E C O . C O M @ C R FA I R 6.MANAGE @ C R FA I R DMO’s must continually develop and manage the guest experience throughout the destination, not just within the visitor center.
  105. 105. R E S O N A N C E C O . C O M @ C R FA I R@ C R FA I R
  106. 106. R E S O N A N C E C O . C O M @ C R FA I R
  107. 107. R E S O N A N C E C O . C O M @ C R FA I R 6.MONITOR @ C R FA I R A DMMO must continually monitor the experiential quality of its destination to identify areas of competitive advantage and potential deficiencies.
  108. 108. R E S O N A N C E C O . C O M @ C R FA I R
  109. 109. R E S O N A N C E C O . C O M @ C R FA I R THE PATHTO BECOMINGA DMMO @ C R FA I R 1. Assess 2. Plan 3. Partner 4. Organize 5. Develop 6. Manage 7. Monitor
  110. 110. R E S O N A N C E C O . C O M @ C R FA I R THE FUTURE OF DESTINATION MARKETING IS… DESTINATION MANAGEMENT R E S O N A N C E C O . C O M @ C R FA I R
  111. 111. R E S O N A N C E C O . C O M @ C R FA I R 1.THE MEANING OF LIFE (FORA DMMO) As tourism continues to grow DMOs must shift resources from marketing to management to balance the interests and benefits of tourism with those of the local communities they serve. @ C R FA I R
  112. 112. R E S O N A N C E C O . C O M @ C R FA I R 2.THE MEANING OF LIFE (FORA DMMO) As locals, visitors and digital channels become the primary means of place- based communication, DMOs must shift from traditional marketing to management to promote their destination. @ C R FA I R
  113. 113. R E S O N A N C E C O . C O M @ C R FA I R 3.THE MEANING OF LIFE (FORA DMMO) DMOs are the only organization within a city structure that has the capabilities, capacities and funding to focus on developing and managing the experiential quality of a city. @ C R FA I R
  114. 114. R E S O N A N C E C O . C O M @ C R FA I R TO LEARN MORE… Resonance Consultancy Vancouver | New York | California www.resonanceco.com @resonanceco Chris Fair, President cfair@resonanceco.com @crfair
  115. 115. R E S O N A N C E C O . C O M @ C R FA I R THANKYOU Resonance Consultancy Vancouver | New York | California www.resonanceco.com @resonanceco Chris Fair, President cfair@resonanceco.com @crfair www.slideshare.net/chrisfair

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