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Pennsylvania Tourism Summit

 Destination Marketing & the Arts
It’s AND, not OR!




           Sametz Blackstone Associates
 Randy Cohen, Vice President of Research & Policy
   Americans for the Arts
   @artsinfoguy           @Americans4Arts

  Victoria Isley, Chief Operating Officer
   Destination Marketing Association International
   @victoriaisley          @meetdmai




SPEAKERS
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)

            Any Cultural                                                                              65%
                                                                                                 (92.7 million)
            Historic Site                                                        43% (61.0 million)

               Museum                                            30% (42.6 million)

           Live Theatre                                   23% (32.8 million)

             Art Gallery                              21% (30.2 million)

Heritage/ Ethnic Festival                             20% (29.1 million)

Opera/ Classical Concert                 10% (13.7 million)

    Dance Perform ance                  9% (13.5 million)

Poetry/ Literary Reading           5% (7.0 million)

           Film Festival         3% (4.6 million)

          Other Concert                             19% (27.3 million)

  Other Cultural Activity                    14% (20.4 million)

                            0%       10%            20%       30%          40%        50%      60%        70%
Time Added to Trip Because of Cultural Activity
(Base=29.6 Million Cultural Travelers Who Added Time)



                                        One extra night
   Part of one day                           31%
         43%




                                 Two extra nights
                 Three or more        19%
                  extra nights
                      7%
Nonprofit Arts & Culture Attendees
Spend $27.79 Per Person, Per Event
Nonprofit Arts & Culture Attendees
        Local vs. Nonlocal
Event-Related Spending
Local vs. Nonlocal Audiences
Arts Audience Spending in
                        Pennsylvania Communities
                       Average Per
Name                                 Local    Nonlocal      Total
                        Attendee
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 Visitors
 Participate 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
 Randy Cohen, Vice President of Research & Policy
   Americans for the Arts

  Victoria Isley, Chief Operating Officer
   Destination Marketing Association International
   @victoriaisley                 @meetdmai



SPEAKERS
DESTINATION MARKETING




Creates Memories, Communities AND Jobs
DMAI OVERVIEW

 OUR CAUSE
 DMAI protects and advances the success of destination
 marketing worldwide.




           ADVANCE THE                    ADVOCATE FOR THE                PROTECT & LEVERAGE
         DMO PROFESSIONAL                   DMO INDUSTRY                 ASSOCIATION RESOURCES


   1.1   Professional Development   2.1   At Home                  3.1     DMO Members

   1.2   Career Development         2.2   In the Meetings Market   3.2     Allied Members/Sponsors

   1.3   Peer-to-Peer Networking    2.3   In the Consumer Market   3.3     Leadership/Governance

                                                                   3.4     Professional Management
600 DMOs Command
$1.5 Billion in Annual Budgets
$667 Million Invested
                                      by State Tourism Offices




$1.5 Billion Invested
      by DMOs

Source: DMAI, US Travel Association
“AND”
IS THIS CULTURAL TOURISM?
HOW ABOUT THIS?
OR THIS?   29
OR THIS?
DEPENDS UPON THE LENS YOUR
   VISITORS ARE LOOKING
         THROUGH
                             31
POSTER BOY FOR
                  CULTURAL TOURISM?
© Sametz Blackstone Associates
IN THIS CASE…YES
34
CUSTOMER-FOCUSED APPROACH




                        Know What
                        They Really
                        Care About


 Know Who
 You Really
    Are
DMOs ARE IN THE INSPIRATION BUSINESS
Create 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




                                            Fill my _________
Put some skin in                                  Museum
    the game                                      Theatre
                                                  Gallery
                                                    etc

                   Leverage resources to grow visitation
                      to 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
Optimum Value Proposition for
Destination Experience



      Authentic          Unique




         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 DEMAND
MOVE FROM INTEREST TO INTENT
and target nice audiences more efficiently
LEVERAGE
IMPACT

Economic &
Experience
YOU ARE IN IT TOGETHER
DMOs ARE IN THE INSPIRATION BUSINESS
Create desire & demand for the greatest ROI…
and the highest yielding visitor segments
DYNAMIC SPEAKERS




JASON DORSEY     SALLY HOGSHEAD
 The Gen Y Guy   Fascinating Brands



       30+ SESSIONS
BEST OF PEER NETWORKING &
  OUT OF INDUSTRY IDEAS

    INDUSTRY AWARDS &
       RECOGNITIONS


                    Arts Destination
                       Marketing
                         Award
 Randy Cohen, Vice President of Research & Policy
   Americans for the Arts
   @artsinfoguy           rcohen@artsusa.org

  Victoria Isley, Chief Operating Officer
   Destination Marketing Association International
   @victoriaisley          visley@destinationmarketing.org




SPEAKERS

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Destination Marketing & the Arts...It's AND not OR

  • 1. Pennsylvania Tourism Summit Destination Marketing & the Arts It’s AND, not OR! Sametz Blackstone Associates
  • 2.  Randy Cohen, Vice President of Research & Policy Americans for the Arts @artsinfoguy @Americans4Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmai SPEAKERS
  • 5. Percentage of 143.3 million U.S. Adult Travelers that Included Cultural Events on Trips of 50+ Miles (2001) Any Cultural 65% (92.7 million) Historic Site 43% (61.0 million) Museum 30% (42.6 million) Live Theatre 23% (32.8 million) Art Gallery 21% (30.2 million) Heritage/ Ethnic Festival 20% (29.1 million) Opera/ Classical Concert 10% (13.7 million) Dance Perform ance 9% (13.5 million) Poetry/ Literary Reading 5% (7.0 million) Film Festival 3% (4.6 million) Other Concert 19% (27.3 million) Other Cultural Activity 14% (20.4 million) 0% 10% 20% 30% 40% 50% 60% 70%
  • 6. Time Added to Trip Because of Cultural Activity (Base=29.6 Million Cultural Travelers Who Added Time) One extra night Part of one day 31% 43% Two extra nights Three or more 19% extra nights 7%
  • 7.
  • 8. Nonprofit Arts & Culture Attendees Spend $27.79 Per Person, Per Event
  • 9. Nonprofit Arts & Culture Attendees Local vs. Nonlocal
  • 10. Event-Related Spending Local vs. Nonlocal Audiences
  • 11. Arts Audience Spending in Pennsylvania Communities Average Per Name Local Nonlocal Total Attendee 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
  • 12. A Growing Percentage of Foreign Visitors Participate in the Arts While in the U.S.
  • 14. Opera in the Outfield
  • 15. Library Parking… Not A Dull Read in Kansas City
  • 17. The Helix by Selena Littler
  • 19. White House Conference on Tourism (1995) “All tourism is cultural tourism!” -Garrison Keillor
  • 21.  Randy Cohen, Vice President of Research & Policy Americans for the Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmai SPEAKERS
  • 23. DMAI OVERVIEW OUR CAUSE DMAI protects and advances the success of destination marketing worldwide. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES 1.1 Professional Development 2.1 At Home 3.1 DMO Members 1.2 Career Development 2.2 In the Meetings Market 3.2 Allied Members/Sponsors 1.3 Peer-to-Peer Networking 2.3 In the Consumer Market 3.3 Leadership/Governance 3.4 Professional Management
  • 24. 600 DMOs Command $1.5 Billion in Annual Budgets
  • 25. $667 Million Invested by State Tourism Offices $1.5 Billion Invested by DMOs Source: DMAI, US Travel Association
  • 27. IS THIS CULTURAL TOURISM?
  • 29. OR THIS? 29
  • 31. DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING THROUGH 31
  • 32. POSTER BOY FOR CULTURAL TOURISM? © Sametz Blackstone Associates
  • 34. 34
  • 35.
  • 36. CUSTOMER-FOCUSED APPROACH Know What They Really Care About Know Who You Really Are
  • 37. DMOs ARE IN THE INSPIRATION BUSINESS Create desire & demand for the greatest ROI… Quantity of visitors (volume) Quality of visitors (highest yielding…do more, spend more)
  • 39. FIND COMMON LANGUAGE & GOALS Fill my _________ Put some skin in Museum the game Theatre Gallery etc Leverage resources to grow visitation to destination and attractions
  • 40. KNOW THE DIFFERENCE BETWEEN THE WHY (MOTIVATION) OF THE TRIP… and WHAT visitors did while on the trip
  • 41. 1. Destination 2. Duration 3. Transportation 4. Accommodations 5. Activities DECISION MAKING ORDER FOR TRIP PLANNING
  • 42. AUTHENTICITY Of Place & Of Culture © Sametz Blackstone Associates
  • 43. Optimum Value Proposition for Destination Experience Authentic Unique Potential differentiators that can’t Easily be copied by the competition
  • 44. Experiencing the traditional and contemporary culture, arts, and special character of a place 44
  • 47.
  • 48.
  • 49.
  • 50.
  • 52. Gen Y and younger don’t know life without the internet
  • 53. MEDIA MIX CAN INSPIRE DEMAND MOVE FROM INTEREST TO INTENT and target nice audiences more efficiently
  • 55. YOU ARE IN IT TOGETHER
  • 56. DMOs ARE IN THE INSPIRATION BUSINESS Create desire & demand for the greatest ROI… and the highest yielding visitor segments
  • 57.
  • 58. DYNAMIC SPEAKERS JASON DORSEY SALLY HOGSHEAD The Gen Y Guy Fascinating Brands 30+ SESSIONS BEST OF PEER NETWORKING & OUT OF INDUSTRY IDEAS INDUSTRY AWARDS & RECOGNITIONS Arts Destination Marketing Award
  • 59.  Randy Cohen, Vice President of Research & Policy Americans for the Arts @artsinfoguy rcohen@artsusa.org  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley visley@destinationmarketing.org SPEAKERS

Editor's Notes

  1. Two-thirds of American adult travelers say they included a cultural, arts, heritage, or historic activity or event while on a trip of 50 miles or more, one-way, in 2002. This equates to 92.7 million cultural travelers. Of this group, 32 percent (29.6 million travelers) added extra time to their trip because of a cultural, arts, heritage, or historic activity or event.
  2. The Community Bookshelf is a striking feature of Kansas City's downtown. It runs along the south wall of the Central Library's parking garage on 10th Street between Wyandotte Street and Baltimore Avenue. The book spines, which measure approximately 25 feet by 9 feet, are made of signboard mylar. The shelf showcases 22 titles reflecting a wide variety of reading interests as suggested by Kansas City readers and then selected by The Kansas City Public Library Board of Trustees.
  3. Pictured: Grammy Award Winning Jazz Musician Irvin Mayfield; Rolando Aedo, SVP, Marketing & Tourism, Greater Miami CVB; Michael Gehrisch, President & CEO, DMAIArts Destination Marketing AwardThe Arts Destination Marketing Award is an annual honor bestowed annually to leaders from the destination marketing organization (DMO) and the local arts agency who have worked together to effectively and innovatively use the arts to market the community as a travel destination. DMAI and Americans for the Arts (AFTA) established this award to reinforce the importance of a strong relationship between a community's DMO and its cultural-heritage and arts agencies. Synergy between these organizations plays a key role in a destination's brand by weaving a community's cultural-heritage story into its overall community message, effectively developing a truly distinctive locale.NEW ORLEANS, LA (22 July 2011) – Ventura, California and Miami, Florida have been selected as the winning destinations for the first ever Arts Destination Marketing Award for their innovative collaboration with local art agencies to market their communities as a travel destination. Selected from nearly 50 entrants, the two winning destinations were announced at the closing general session of DMAI’s 97th Annual Convention in New Orleans. The collaboration of the Ventura VCB and the City of Ventura-Office of Cultural Affairs enables the community to offer a wide range of cultural tourism offerings, including but not limited to, using local Ventura art in visitor promotion, grants funding marketing efforts for local arts organizations, and having a central ticketing office for arts and cultural events. The community also has a deep understanding of the unique economic impact that cultural and arts visitors can have on its destination, and has even completed a study on cultural/arts tourist behavior as compared to its overall visitor base. The Greater Miami CVB and Miami-Dade Department of Cultural Affairs have built sustainable partnership that continues to build traction and engagement with its arts and cultural community. Through the “Buy One, Get One Free” admission and “Join One, See Them All” museum pass, engagement and visibility with Miami’s local community residents as well as its international visitors continues to grow.
  4. Prepare your open book:Active v. Passive transparency