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

    1. 1. Pennsylvania Tourism Summit Destination Marketing & the ArtsIt’s AND, not OR! Sametz Blackstone Associates
    2. 2.  Randy Cohen, Vice President of Research & Policy Americans for the Arts @artsinfoguy @Americans4Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmaiSPEAKERS
    3. 3. Hurrah for Culture!!
    4. 4. Pennsylvania…Rich with Arts & Culture!
    5. 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. 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. 7. Nonprofit Arts & Culture AttendeesSpend $27.79 Per Person, Per Event
    8. 8. Nonprofit Arts & Culture Attendees Local vs. Nonlocal
    9. 9. Event-Related SpendingLocal vs. Nonlocal Audiences
    10. 10. Arts Audience Spending in Pennsylvania Communities Average PerName Local Nonlocal Total AttendeeAllegheny County $21.87 $17.45 $34.49 $110,867,640Greater Harrisburg $31.65 $27.03 $56.16 $27,670,193Lackawanna County $22.23 $20.08 $29.48 $6,246,988Lancaster $35.74 $29.25 $41.95 $18,042,766Lehigh Valley Region $26.56 $22.73 $35.91 $100,509,549Philadelphia $42.84 $19.39 $49.93 $682,684,314Luzerne County $21.04 $19.77 $25.35 $8,088,241Somerset County $13.68 $9.95 $19.52 $1,334,396
    11. 11. A Growing Percentage of Foreign Visitors Participate in the Arts While in the U.S.
    12. 12. Baltimore Symphony’s “Rusty Musicians”
    13. 13. Opera in the Outfield
    14. 14. Library Parking…Not A Dull Read in Kansas City
    15. 15. The Phoenix Dump
    16. 16. The Helix by Selena Littler
    17. 17. Arts Marketing Destination Award
    18. 18. White House Conference on Tourism (1995) “All tourism is cultural tourism!” -Garrison Keillor
    19. 19. Thank You!www.AmericansForTheArts.org
    20. 20.  Randy Cohen, Vice President of Research & Policy Americans for the Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmaiSPEAKERS
    21. 21. DESTINATION MARKETINGCreates Memories, Communities AND Jobs
    22. 22. 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
    23. 23. 600 DMOs Command$1.5 Billion in Annual Budgets
    24. 24. $667 Million Invested by State Tourism Offices$1.5 Billion Invested by DMOsSource: DMAI, US Travel Association
    25. 25. “AND”
    26. 26. IS THIS CULTURAL TOURISM?
    27. 27. HOW ABOUT THIS?
    28. 28. OR THIS? 29
    29. 29. OR THIS?
    30. 30. DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING THROUGH 31
    31. 31. POSTER BOY FOR CULTURAL TOURISM?© Sametz Blackstone Associates
    32. 32. IN THIS CASE…YES
    33. 33. 34
    34. 34. CUSTOMER-FOCUSED APPROACH Know What They Really Care About Know Who You Really Are
    35. 35. DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…Quantity of visitors (volume)Quality of visitors (highest yielding…do more, spendmore)
    36. 36. This is thecompetition
    37. 37. 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
    38. 38. KNOW THE DIFFERENCE BETWEEN THE WHY(MOTIVATION) OF THE TRIP…and WHAT visitors did while on the trip
    39. 39. 1. Destination 2. Duration 3. Transportation 4. Accommodations 5. ActivitiesDECISION MAKING ORDERFOR TRIP PLANNING
    40. 40. AUTHENTICITY Of Place & Of Culture© Sametz Blackstone Associates
    41. 41. Optimum Value Proposition forDestination Experience Authentic Unique Potential differentiators that can’t Easily be copied by the competition
    42. 42. Experiencing the traditional and contemporaryculture, arts, and special character of a place 44
    43. 43. ANDNOT OR
    44. 44. ANDNOT OR
    45. 45. ENGAGEMENTPersonal &Digital
    46. 46. Gen Y andyounger don’tknow lifewithout theinternet
    47. 47. MEDIA MIX CAN INSPIRE DEMANDMOVE FROM INTEREST TO INTENTand target nice audiences more efficiently
    48. 48. LEVERAGEIMPACTEconomic &Experience
    49. 49. YOU ARE IN IT TOGETHER
    50. 50. DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…and the highest yielding visitor segments
    51. 51. DYNAMIC SPEAKERSJASON DORSEY SALLY HOGSHEAD The Gen Y Guy Fascinating Brands 30+ SESSIONSBEST OF PEER NETWORKING & OUT OF INDUSTRY IDEAS INDUSTRY AWARDS & RECOGNITIONS Arts Destination Marketing Award
    52. 52.  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.orgSPEAKERS

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