Destination Marketing & the Arts...It's AND not OR
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Destination Marketing & the Arts...It's AND not OR
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Presentation at Pennsylvania Association of Convention & Visitors Bureaus Annual Meeting, DMAI and Americans for the Arts
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Destination Marketing & the Arts...It's AND not OR
- 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
Editor's Notes
- 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.
- 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.
- 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.
- Prepare your open book:Active v. Passive transparency