Understanding how destinations and economic development organizations are breaking down silos to strengthen individual industry efforts while simultaneously contributing to the success of the other

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Webinar Outline
1. Today’s objective: Understanding the relationship between DMOs and EDOs
2. Role of a DMO
3. Role of an EDO
4. Why should your community care about tourism as an economic driver?
5. Case study: Taos, New Mexico – How to connect marketing to economic shifts
6. 5 strategies to leverage tourism marketing for economic development

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Poll Question
How does your organization identify itself?

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Poll Question
Have you ever collaborated with a
DMO or EDO?

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Poll Question
How often does cross collaboration occur?

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Poll Question
Where are the greatest efficiencies to be
gained in DMO/EDO collaboration?

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Poll Question
Why is collaboration sometimes hard?

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Poll Question
Do you consider collaboration with a DMO
or EDO to have been productive?

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1. Denver-based marketing services company, specializing in tourism marketing and
economic development
2. Founded in 2001, with 30 employees
3. Has worked with more communities than any other destination marketing services firm in
the past 10 years: 180+ in 47 states and 6 countries
4. Specialize in providing branding, marketing planning, digital marketing, and GIS enabled
websites, for tourism and economic development industries
5. Results-based firm that provides:
– Visitor attraction/engagement services designed for travel destinations
– National benchmarks for performance
– An arsenal of strategic tools and media relationships to leverage tourism for job creation,
economy stimulation, and visitor attraction that generates specific results
Introducing Atlas

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• Continue the conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #ASKATLAS
– Join High Performance Economic Development LinkedIn Group
• View and share the slides with your colleagues: www.slideshare.com/wright0405
View the Slides, Continue the Dialogue

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Guillermo Mazier – VP, Strategic Accounts, Atlas Advertising
– Former economic developer and tourism marketer for the
Costa Rican Investment and Trade Development Board
– Managed economic development and tourism campaigns for
Tortugero, CR
– Industry speaker, content strategist, and digital marketing
specialist
Your Webinar Host

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Understanding how destinations and economic development
organizations are breaking down silos to strengthen individual
industry efforts while simultaneously contributing to the success
of the other
Applying important tourism metrics to raise the profile of tourism
as an economic engine
Using those tourism metrics to forecast trends/expected
trajectories for the future
Today’s Objective

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Role of a DMO
The role of a destination marketing organization is to promote its destination,
attract visitors, solicit conventions and events, and help the long-term
development of its communities through a strategic travel and tourism plan.
A DMO’s purpose:
• Increase the economic benefits of tourism to its respective destination
• Inspire travelers to visit the destination, and enhance a traveler’s overall
experience
• Influence travel throughout its communities to increase spending
• Attract conventions, meetings, and events to the destination
Target Audience: Visitors

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Role of an EDO
The role of an economic development organization is to generate economic
opportunities, and promote economic well-being and quality of life for
communities.
An EDO’s purpose:
• Create, retain, and expand jobs that facilitate growth
• Exist as a hub of knowledge and information for prospective businesses
• Enhance wealth among individuals, businesses, and communities, and
provide a stable tax base
• Build and support healthy and competitive communities
Target Audience: Businesses

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How They Intersect (Globally)
Source: World Travel & Tourism Council

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How They Intersect (Nationally)
Travel & Tourism
• Generated $1.4 trillion of the United States’ GDP in 2014 (8%)
• Supported 13.7 million jobs
o 9.3% of employment
o More than mining, agriculture, auto manufacturing, education,
banking, and chemicals manufacturing)
o For every $1 million spent (in travel/tourism industry), 18 jobs
supported
• Supported nearly the same amount of jobs as the financial services
sector
• Expected to grow 4.4% over the next decade
o Total economy expected to grow 2.3%
Source: World Travel & Tourism Council

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Why Should Your Community
Care About Tourism as an
Economic Driver?

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A National Perspective on place marketing
A Visitor
Repeat Tourist
A visitor’s $ impacts the
community’s economic
bottom line
Potential
Workforce
Tourism $ drive
Business growth in
the community
Drives resident
pride in the
community
Move or
start a
business
Tourism Economies Can Increase Community Prosperity
The Role of Tourism and Economic Development
Creates a prosperous economy

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Tourism employment
growth outpaces all
other traded sectors
combined (since 1998)
http://statistics.unwto.org/publication/sources-and-methods-labour-statistics-employment-tourism-industries-special-edition

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$7.2 trillion
generated by the
travel and tourism
industry in 2015
Source: World Travel & Tourism Council

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284 million jobs
supported (globally) by
the travel and tourism
industry in 2015
Source: World Travel & Tourism Council

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That’s
1/11 jobs
Source: World Travel & Tourism Council

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370 million jobs
The number of jobs travel
and tourism will support
by 2026
Source: World Travel & Tourism Council

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Economies of Scale Need Diversification

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1.0 PURPOSE
The County of Prince George, Virginia is seeking
requests for proposals (RFP) from firms that are
interested, experienced and knowledgeable in
preparing county-wide economic development and
tourism plans.
2.0 BACKGROUND
Prince George County, VA is located 28 miles
south of Richmond, 89 miles west of Virginia
Beach and 136 miles south of Washington DC.
The transportation nexus within the county
includes I-95, I-295, US Route 460, a Norfolk
Southern mainline and Richmond International
Airport is just 25 minutes away. Our community’s
population is currently 35,725.
How Municipal Organizations are
Talking About the Tandem

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Economic Development & Tourism planning is performed by the County of
Prince George Economic Development Department located within County
Administration. The Prince George County Board of Supervisors has
authorized staff to update the vision and direction set forth in the 2007
Strategic Economic Development Plan. Development of this new strategy
would include County Administration, the Industrial Development Authority,
our county citizens, and local organizations with ultimate approval resting
with the County Board of Supervisors.
3.0 STATEMENT OF NEEDS
The purpose of the strategic economic development and tourism plan is to
evaluate the current status of the local economy and chart a new direction
for economic development and tourism within the County.
How Municipal Organizations are
Talking About the Tandem

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1. To engage more local community stakeholders to participate in and
leverage newly created marketing assets/tools to further carry the Taos
message and promote Taos
• Ideas around this:
– Host local brand workshops with key stakeholder groups (Citizens, gallery owners, Taos
pueblo leadership, MarketTaos,) give them pride in the brand or message, show them
how to use the app, etc.
– Revamp/enhance the role of the marketing committee
– Bring together the county, ski valley and economic development partners
To help show the impact that tourism has on the economy
• Ideas around this:
– Plan for ROI study year at the end of 2017
– Purchase the event calculator from DMAI
– Create a "Tax Dollars at Work One Sheet"
– Create a graphic video for local stakeholders that talks about the role of tourism in the
Taos economy
– Co-present at national conference on "Why Destinations Should Consider Economic
Development Approach to Tourism Marketing."
Taos, NM: 2017 Objectives

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Taos, NM: Dashboards

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Taos, NM: Dashboards

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Taos, NM: Dashboards

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Taos, NM: Dashboards Total active hotel rooms
New hotels
by 2018
Accommodation & food
service revenue
Entertainment &
food service jobs
Lodgers’ tax
revenue

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5 Strategies
to Leverage

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1. Develop a Collaborative Marketing
Strategy and Action Plan
“As the world becomes more competitive at a faster and faster
rate, choices for visitors and companies get harder. Digital has
become the game changer.”
As companies work to locate where workforce is, and as visitors seek out their next
vacations, how your brand attracts and retains those audiences is that destination’s
challenge for the next 25 years.
“Having a strategy gives you the tools to have a real
dialogue about your place.” ED
Tourism
ED

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Develop MOU Set Joint Marketing
Objectives
Destination
Benchmarks
Budgets and
Planning
Identify
Additional
Partnerships
Perform a
Comprehensive
Marketing Audit
6 Things to Consider When Starting To
Collaboratively Market your DESTINATION

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2. Tourism as Workforce Attraction
Strategy

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3. Marketing of Local Assets
(Celebrities, products, and attractions to generate national awareness)

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4. Using Tourism as Targeted Industry

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1. Participation in economic
development and tourism co-
op marketing opportunities
2. Working with economic
development orgs and
chambers of commerce
3. Aligning of tourism with
economic development
messages
4. Partnership with an academic
institution
5. Collaborate to
Maximize Impact

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“Partnerships must be mutually beneficial: All
parties need to discuss how this partnership will
be mutually beneficial. Otherwise it can turn out
to be a subsidy for one participant and a drain
on the other. Ask yourself ‘What direct benefits
to our business/organization will this partnership
bring?’ ‘What specifically can they offer us in
exchange for our involvement?’ Don’t accept
‘warm and fuzzy’ statements like ‘it will bring
more visitors’. Get specific, as in how many
overnight visitors are projected from the project?”
The partnership should support your mission,
and it should match your marketing/business
plans. If not, think twice”
A Note On Partnerships
John Cooper, President
Yakima Valley Tourism

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Poll Question
Would you like to be part of an
independent research study that analyzes
economic development approaches to
tourism marketing?

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Guillermo Mazier
303.292.3300 x 232
guillermom@Atlas-Advertising.com
https://www.linkedin.com/in/guillermomazier
https://twitter.com/AtlasAd
www.Atlas-Advertising.com
1860 Blake St., Ste. B101
Denver, CO 80202
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