Transcript FileNewTemplate - Cuyahoga County

Driving Cleveland’s Travel
& Tourism Industry
David Gilbert
December 12, 2012
Remain separate entities
126
EVENTS
2000-2012
ECONOMIC IMPACT
$385M
2012
2013
2014
2015
12 National Events
National Senior Games
Gay Games + Three NCAA
Championship Events
NCAA Men’s
Basketball Regionals
Cleveland’s Travel and Tourism Industry is a
critical driver of Northeast Ohio’s Economy
VISITORS
SALES
EMPLOYMENT
TAX
REVENUES
2011: 14M in Cuyahoga
4th $6.7
largest
employer,
1 in
Contributed
to more than
billion
in directsupports
and
County, up 15% since
112009
salaried
jobs,
generated
indirect
business
activity,
up$886 million in taxes
$1.8 billion in wages
12% from 2009
NO TRAVEL &
=
TOURISM
IN CLEVELAND
VISITORS
SALES
$600
EMPLOYMENT
TAX
REVENUES
MORE IN
TAXES PER
HOUSEHOLD
VISITORS
SALES
EMPLOYMENT
TAX
REVENUES
More visitors anticipated in 2013 and beyond
$2B
IN VISITOR-RELATED
DEVELOPMENT
UNDERWAY IN
NORTHEAST OHIO
DOWNTOWN VISITORS
EXPECTED TO
DOUBLE
IN 2013
Population
of Sweden
In 2011-12, Positively Cleveland has
redefined and restructured to drive the
Travel and Tourism Industry
Positively Cleveland is:
An Economic Development Organization dedicated
to advancing and advocating for Cleveland’s travel
and tourism industry
BOARD RESTRUCTURE
STAFF RESTRUCTURE
METRICS AND
ACCOUNTABILITY
DESTINATION
DEVELOPMENT
MARKETING
SERVICES
SALES
Partnerships & Administration
Insight:
Treat the City of Cleveland as a Branded Product
2012 FOCUS
ASSESS THE
BRAND
PRODUCT
IMPROVE THE
PRODUCT
MARKET THE
PRODUCT
MANAGE THE
REPUTATION
Assess the Product: Research Step 1
November 2011 Destination Cleveland Tourism Summit Goal:
FOR
CLEVELAND
$2B
IN VISITOR-RELATED
INFRASTRUCTURE
CLEVELAND
PREPARE
BY GETTING THE COMMUNITY
TO PLAN HOW
LOOKS
ACTS &
AS A VISITOR
FEELS DESTINATION
November 2011 Destination Cleveland
Tourism Summit Outcomes
Connectivity +
Wayfinding for
Visitors
First Impressions +
Hospitality for
Visitors
Attraction
Bundling +
Packaging for
Visitors
Locals as
Ambassadors to
Visitors
Public
Transportation for
Visitors
Signature Events
for Visitors
Assess the Product: Research Step 2
Target Audiences
Leisure
Traveler
Competitive Markets
Business
Traveler
Pittsburgh
Columbus
Milwaukee
Cincinnati
Meeting
Planner
Residents
Assess the Product: Research Step 2
Major Research Conducted:
•
TNS Custom Research Quantitative Perception Study
•
TNS Custom Research Perception Study Focus Groups
•
Watkins Research Group Meeting Planner Study
•
Longwoods International Brand Image Study
Product Research Key Findings
Leisure and Business Travelers
Drivers of Choice
Functional
Emotional
• Safe
• A fun place for a vacation
• Clean
• An exciting travel destination
• Easy to get around
• Popular with vacationers
Product Research Key Findings
Leisure and Business Travelers
Key Findings
Perceptions of safe, clean and friendly are
driven by street lighting, green spaces and
the presence of law enforcement
Product Research Key Findings
Leisure and Business Travelers
Key Findings
Cleveland’s image as a visitor destination
has defaulted to blue-collar sports and
rock and roll images
Product Research Key Findings
Leisure and Business Travelers
Key Findings
Significant communication gap:
perception does not match reality—
Cleveland needs to join the conversation
Product Research Key Findings
Meeting Planners
Drivers of Choice
Functional:
Designed to Work
Emotional:
Staffed to Serve
• Convention Facilities
• Convention Services
• Hotels
• Safe & Secure
• Easy to get to
• Great Convention City
• Easy accessibility within the city
• Superior CVB/DMO
Product Research Key Findings
Meeting Planners
Key Findings
Cleveland is ranked at the bottom of
meeting planners’ top 46
meetings/conventions destinations
Product Research Key Findings
Meeting Planners
Key Findings
Low rankings are primarily due to lack of
knowledge about Cleveland as a
meetings/conventions destination
Product Research Key Findings
Meeting Planners
Key Findings
There is a communication gap
for Cleveland as a meetings/
conventions destination
Product Research Key Findings
Residents
Drivers of Satisfaction
Functional
Emotional
• Affordable
• Is a good place for family
• Safe
and kids
• Is a place I would
recommend to visitors
• Is a place I am proud to live
• Clean
Product Research Key Findings
Residents
Key Findings
Residents are the third most used
resource for planning a leisure trip
Product Research Key Findings
Residents
Key Findings
Residents are pretty satisfied with the
quality of life they have in Cleveland due
primarily to its affordability
Product Research Key Findings
Residents
Key Findings
Only 34% of Cleveland residents
surveyed said they would recommend
Cleveland to visitors
Product Research Key Findings
Residents
Key Findings
Residents need to explore the new
Cleveland attractions to recommend the
city to visitors
Travel & Tourism Industry Actions
Local Perception Campaign
• Engage suburban community leaders
• Offer more opportunities for residents to try the
Cleveland product
Improved Visitor Hospitality
• Residents as Ambassadors Program
• Frontline Staff Training Program
Resident
Activation
Travel & Tourism Industry Actions
Wayfinding and Connectivity Initiative
• Contracting a study with International
Wayfinding firm, Applied Wayfinding
Information Design
Physical Improvements to Streetscapes
• Contracting with Land Studio to define
streetscape improvements to visitor corridors
Best-in-class customer information
• Integration of social media, technology,
and services to provide real time information
to visitors
Destination
Development
Travel & Tourism Industry Actions
Destination Brand
• Contracting with a national and local agency
to develop a unique, authentic and
compelling destination brand message that
will improve perceptions of Cleveland
Brand
Development
Introducing
Seamless Cleveland
Brand and destination development will improve the
perceptions of Cleveland as a visitor destination and
ultimately will increase its economic impact
Brand
Product
Consistent and inspiring
messages and visuals
for Cleveland
Improve curb-appeal in
visitor corridors and improve
visitor services
Information
Legibility &
Wayfinding
Get visitors the right
information at the right time
Guide visitors around the
city in the easiest and
quickest way possible
Seamless CLE
Travel & Tourism in Cleveland:
Building an Industry
David Gilbert
216.875.6600
Questions? Thoughts?
David Gilbert
216.875.6600