Transcript TOURISM Tourism GoTeam • Co-chairs: Brent Christensen (MDA) and John Hairston (Hancock Bank) • Tourism Go Team: 15 appointed Commissioners and 9 team advisors.

TOURISM
Tourism GoTeam
•
Co-chairs: Brent Christensen (MDA) and John Hairston
(Hancock Bank)
•
Tourism Go Team: 15 appointed Commissioners and 9
team advisors
Tourism GoTeam
The Go Team is segmented into 9 subcommittees
•
•
•
•
•
•
•
•
•
Government (legislative inventory and gaps)
Attractions (Defense, Eco, Golf, Museums, Music, Recreational,
and Sports Workstreams)
Food & Beverage
Gaming
Lodging
Retail
Transportation
Conventions and Tradeshows
Segment, Value Proposition and Product Gap Assessment
Major Phases
•
•
•
•
•
Organization-Complete
Planning and Timeline - Complete
Inventory of how to measure success using Key
Performance Indicators (KPI’s)- Complete
Determine KPI baseline of current tourism book of
business – 20%
Forecast book of business to 2020 (Envisioned
Future) – 5%
The segments are driven not simply by age and
wealth, but also by changing desires and needs
as travelers move through lifestages.
High Net Worth
Truly wealthy, with extraordinarily complex – second homes, high
dollar toys and homes – very prone to travel where cost is not a driver.
Income/Assets
Mass Affluent
Income and asset levels that bring them toward upper middle or
affluent lifestyles and corresponding spending habits. More likely
than the other segments (except High Net Worth) to have multiple
travel venues for extended stays.
Young Families
Prime Time Climb Retirement Years
Time to think more
Very high expense years –
about luxuries –
Kids
leaving
trips are a luxury, where
longer
stays, higher
cost to value is a premium the nest
tickets.
driver. Adult and children’s
activities important.
Just the Basics
Lower income and asset levels (and in some cases the lifestyles of
the young and single) result in less frequent or expensive travel.
Age
Of traditional
retirement age –
though some
continue working.
Must understand life stage, condition, and purpose
of visitor to develop the value proposition.
They chose the coast, here for an experience
Target Segments, Desired
Experiences and Value
Proposition to Deliver
Experience
Have to be here
Target Segments, Desired
Experiences and Value
Proposition to Deliver Experience
• Segment A Experience 1 = VP
A1
• Segment A Experience 2 = VP
A2
• Segment B Experience 1 – VP
B1
• Segment A Experience 3 – VP A3
• Segment B Experience 2 – VPB2
Can we offer all things to all people? Do we need to focus?
Major Phases
•
•
•
•
Determine target tourism segments to teach the
Envisioned Future – 5%
Determine value propositions to capture those
segments – Not Started
Determine the gap between current reality and the
necessary value propositions – Not Started
Inventory the critical initiatives to close the gap –
Not Started
INFRASTRUCTURE
Mission Statement
The GoCoast 2020 Infrastructure Team will act quickly to assist in
charting a 2020 vision for the Gulf Coast by making sound
recommendations to the Governor and MDEQ regarding priority
infrastructure needs in the Gulf Coast Region. The Team will
strive to distill the thinking and passion of the entire Gulf Coast
community into a living and lasting plan to preserve and advance
the unique MS Gulf Coast. Our portion of the Mississippi Plan
will give guidance to the Governor and MDEQ regarding the
criteria by which infrastructure projects funded with State
specific RESTORE Act monies should be vetted.
Long Term Priorities & Benefits
Use these funds for Infrastructure Projects which promote
Economic Development through:
• Job Creation and Retention
• Enhancement of Existing Industries
• Establish Future Revenue Streams for Sustaining
Infrastructure Implemented under RESTORE Act funding.
Leveraging Resources
• Infrastructure projects overlap with other GoCoast Team
objectives (Economic Development, Tourism, etc.)
• Balance the goal of leveraging available funds with goal of
selecting projects which are “outside the box” of normal
funding avenues
RESTORATION
ECO RESTORATION
GoTeam Mission Statement
What is Team Specific Mission Statement or specific objectives?
• To Enhance Overall Eco-System Health, Functions and
Services by promoting projects which enhance All
Mississippi Coastal Ecosystem components
Long Term GoTeam Priorities
What are the long term key priorities that the Team has
developed for their specific area of focus?
To develop projects that provide for long-term Conservation
and Restoration of Habitat and Natural Resources
• Healthy Water Resources – Both Quality and Quantity
• Habitat Conservation, Restoration and Enhancement
• Sustainable Living Coastal and Marine Resources
• Resilient Coastal Communities
Benefits of Priorities
What are the main benefits of these priorities and their overall
impact for the Mississippi Gulf Coast?
• Restoring and preserving Mississippi’s natural resources
will benefit the Coast by fostering sustainable economic
development and attract additional investment in the
area. This will lead to long term resilience for our coastal
communities
GoTeam Needs Analysis
How are these priorities being addressed now, if at all, and what
are the main factors to ensure future success for the Gulf Coast?
• Gulf Coast Ecosystem Task Force
 Sciences Assessment Subgroup
• MS-CIP
• MS-CIAP
• DWH NRDA Early Restoration
Developed Working Groups
Priorities
• Laura Bowie
• LaDonn Swann
• Judy Steckler
Funding
• Kay Kell
• Brandon Pike
Marine Industry and
Resources
• Brice Wiggins
• Hank Zuber
Localities
•
•
•
•
Les Filingame
Aniece Liddell
Hank Zuber
Tommy Gollott
RESTORE Act
• Bob Fairbank
• Don Blancher
• Kay Kell
Leveraging Resources
EcoRestoration Priorities Need to be central to
all team project goals
Developing a Project Rating
System to categorize/prioritize
projects
Economic Development
Workforce
Development
Small Business
Eco-Tourism
Eco Restoration
Ecoengineered
infrastructure
Eco Education
& Research
Enhance
Fisheries
Resources
SEAFOOD
Our Vision
• Plan what we can do today in order to make the seafood industry vibrant
and sustainable long term along the Mississippi Gulf Coast Region;
• To continue to foster and grow the “way of life” the seafood industry has
held on the MS Gulf Coast for centuries;
• To further the development of a marine habitat and industry that will be
seen throughout the nation as healthy and vibrant;
• To foster learning and education of our seafood habitats and resources for
our future generations of fisherman.
Our Priorities
The following areas have been identified by the Seafood Go Team as
having priority in our long range planning:
•
•
•
•
•
•
Seafood Promotion
Commercial and Recreational Fishing
Habitat Development and Restoration
Infrastructure
Workforce Development
Seafood Research
Our Needs
What are the main needs we need to address for our long range plan?
• Promote MS Gulf Seafood as a healthy, quality product ;
• Have adequate “safe-harbor” available for MS fisherman, oysterman,
shrimpers and crabbers;
• Further habitat development for fin fish, shrimp, oyster and crab to increase
future marine populations;
• Continue marine re-stocking programs to increase commercial and
recreational supplies;
• Educational programs for children – the future of our fisherman;
• Develop workforce training for seafood related jobs, from commercial fishing
to processing to retail/restaurant sales;
• Fund research programs that develop sound science for use in making proper
marine management decisions.
Our Today
What is being done today?
• Seafood Marketing Programs
• Tidelands Trust funds
 Funds generated from MS Secretary of State’s water bottom leases, funds used for
developments, restaurants, marinas and harbors
• MS Coastal Preserves Program (MSCIP)
 Funding for barrier island restoration, coastal restoration and flood control
• MS Legislature “Beneficial Use Statute”
 Requires all suitable dredged material be used beneficially, generally by creating marsh wetland
habitats suitable for birds, shrimp, crab, etc.
• Artificial reef creation
 Mississippi Gulf Fishing Banks, Inc. – building inshore/offshore artificial fishing reefs
• Industry Associations
 MS Gulf Coast Charter Boat Captain Association
 Coastal Conservation Association Mississippi
 American Shrimp Processors Association
Our Future
• To see an increased abundance of all marine resources from the
development of habitat and restocking programs;
• Regional and National promotional programs for Gulf seafood;
• Funded research that keeps Gulf marine seafood populations from
experiencing population declines;
• Seafood “endowment” program for use in leveraging private funds
to further the industry both commercially and promotionally.
SMALL BUSINESS
Small Business Mission
Statement
The GoCoast 2020 Small Business Team will act quickly to assist
in charting a 2020 vision for the Gulf Coast by creating a long
term framework that supports small business development and
growth on the Mississippi Gulf Coast. The Small Business portion
of the GO Coast 2020 Plan will give guidance to the Governor
and MDEQ regarding the criteria by which small business
projects funded by State specific RESTORE Act monies should be
vetted and will be used as a foundation for the Mississippi Plan
as envisioned by the RESTORE Act.
Long Term Objectives
•
•
•
•
Establish a working knowledge of current and on-going small business planning efforts
throughout the Gulf Coast Region and the country as a whole, including anticipated
sources of funding
Define resources that can be leveraged to complement the Team’s efforts while not
repeating existing programs
Define “Small Business”
Categorize Small Business into two categories which may or may not have overlapping
requirements:


•
•
•
•
Existing Small Businesses
Start-up New Businesses
Host dialogue to define priority small business needs throughout the Gulf Coast Region
Develop a priority listing for types of programs and example projects to be considered
Develop ranking criteria for priorities generated
Assemble the aforementioned points into a cohesive document complementary to other
GoTeam reports
Priorities
Incubator and Accelerator Programs
• Assess current incubator and accelerator capacity, effectiveness and
identify gaps
Tourism
• Emphasize advantages of the state’s gaming tax and regulatory
environment.
• Providing a sustainable hospitality training course.
Technology Transfer Center
• Identify opportunities to enhance current capacity. Leverage NOARC
Priorities
Technology
• Assisting new and existing businesses with website development, marketing
and social networking
Financing
• Access to information on existing small business assistance programs
Insurance
• A factor/obstacle that every small business owner faces
Business/Management Succession
• Emphasize the need for pre-planning when a Business owner and/or
Management team is no longer in place to continue to operate the business
Leveraging Resources
• Identify existing programs relevant to GoTeam priorities
• Work together with other GoTeam to consolidate similar ideas
WORKFORCE
Workforce Mission Statement
The Workforce GoTeam will develop a plan that gives guidance regarding the
types of programs, projects, and priorities that should be accomplished with
State-specific RESTORE Act funding, in order to improve the recruitment,
preparation/training, and retention of a workforce of Mississippians prepared for
available careers along the Gulf Coast.
Objectives:
• Establish a working knowledge of current and on-going workforce
recruitment and training efforts throughout the Gulf South Region
• Host dialogue to define priority workforce development needs
• Develop a priority listing for implementable and sustainable programs to be
considered
• Assemble the aforementioned points into a cohesive report that is
complementary with other GoTeam efforts
Workforce Reality
• Nearly two-thirds of the jobs in today’s economy are middle-to-high skill
positions that do not require a four-year degree.
• By 2020, 74% of the job market will require high skilled workers and only
26% of the jobs will be low-skilled.
• Employers choose outsourcing, importing skilled workers, or relocating
due to lack of skilled workforce.
• A robust skilled labor pool is required to remain competitive on Gulf Coast.
GoTeam Needs Analysis
• How are these priorities being addressed now?
• What are the main drivers required to ensure future
workplace success for the Gulf Coast?
• What needs or “gaps” should be addressed by GoCoast2020?
Long-Term GoTeam Priorities
• Programmatic: Develop/implement a basic and consistently
applied curriculum for non-collegiate career paths (Dual
Track) that integrates high school, community college and
four-year college Teacher Prep/training assets and
stakeholders aligned Coast employer needs in
existing/potential future business areas.
• Infrastructure: Create Restoration Centers of Excellence to
accomplish priorities, supported by state-of-the art buildings,
equipment, infrastructure, and training resources.
• Collaboration/Partnerships: Collaborate through Partnerships
– reinvention of the wheel not necessary!
Sustainable Workforce
Strategies
Deliver attainable Dual Track career pathways
• Advanced Manufacturing
 Shipbuilding, aerospace/aviation, automotive
• Energy Production & Distribution
• Hospitality/Tourism/Gaming
• Information Technology
• Transportation & Logistics
• Health Care
• Environmental & Occupational Safety
Sustainable Workforce
Strategies
Basic life / workplace skills must be a priority
• Basic reading / math / critical thinking skills
• Workplace safety, attendance/timeliness, work ethics,
drug/alcohol implications, team skills
• Active lifestyle as job issue not just health issue
Funding mechanisms
• Low-income career seekers
• Out-of-State workers in MS firms
• Parity in funding for credit/workforce training
Sustainable Workforce
Strategies
Marketing campaign to focus on careers available “now”
Replicate Best Practices
• High School Senior Day programs for career path students
• "Junior Achievement" style mentoring program craft
leadership
• MGCCC & PRCC Partnership to integrate three-county
efforts
ECONOMIC DEVELOPMENT
Priorities for Economic
Recovery
•
•
•
•
•
Job creation
Position the Coast for growth through long term
structural improvements
Support for existing job creators
Target growth industries unique to each county
Provide environment that fosters entrepreneurship
Requirements for Job Creation
•
Infrastructure

•
Human Capital

•
“Soft” infrastructure like business support services, workforce
development, education
Marketable locations


•
“Hard” infrastructure like roads, rail, ports, airports, and
technology
Project-ready sites
Leadership, business environment, and legal climate
Quality of Life / Place


Civic leadership
Attractions, cleanliness, community
Business and Industry
Recruitment
Chaired by George Freeland
Priorities:
•
Prepare the Coast to attract new development through
long term investments in:
 Site, Airport, and Port improvements
 Transportation infrastructure
 Technology infrastructure
•
Target growth industries in each county and prepare
and/or improve marketable sites tailored to each
Other topics discussed:
•
•
Bringing a low-cost carrier to GPT
Addressing insurance costs
Business Retention &
Expansion
Chaired by Jack Norris
Priorities:
• Maintain positive coastal business environment for existing
industries (85% of existing businesses on Coast would
recommend the area to another company looking to locate)
• Improve transportation infrastructure (plurality of businesses
cite transportation issues as largest obstacle to growth)
• Educate and train a productive workforce
• Improve access to and adoption of broadband
• Enhance Quality of Life (critical to talent recruitment and
retention)
Entrepreneurship
Chaired by Clay Wagner
Priorities:
•
•
•
•
Improve access to and adoption of high speed
broadband
Provide a network of training and support services
for Entrepreneurs
Foster highly-impactful Incubators and Accelerators
so Entrepreneurs from targeted industries are drawn
to MS coast to get their start
Ensure education system provides a pipeline of
motivated and highly skilled workforce
Metrics
In order to fund potential projects, they must:
•
•
•
•
•
•
Have a Return on Investment from job creation
and new investment
Leverage other sources of funding or an existing
competitive advantage
Improve the competitiveness of the Coast’s
major assets and industries
Position the coast for growth in targeted areas
Improve quality of life
Be validated from a knowledgeable third party
RESEARCH & EDUCATION
Vision
• We understand the value of the Gulf’s resources and the
industrial base it supports.
• We desire the development of professional capacity and
capability to conduct sustainable research and education that
will benefit this and future generations of Mississippians.
• We envision RESTORE Act funds to build a sustainable
economic environment in Mississippi based on jobs
demanding a well-trained, technology-capable workforce to
improve our understanding of the Gulf, its natural resources,
and its future.
Research Goals
Foster research capacity, both multi-disciplinary and
technological in nature, with emphases on building local
expertise and infrastructure that will position Mississippi as a
national leader in coastal and oceanographic research and
development:
•
•
•
•
•
•
•
Fisheries
Aquaculture
Ecosystem-based management
Endangered, threatened, and protected species
Comprehensive observation, monitoring, and mapping
Habitat restoration
Coastal and ocean ecosystem forecasting
Implementation Guidelines
Create science and technology partnerships between research
institutions, private sector, non-governmental organizations,
State of Mississippi agencies, and U.S. government agencies to
leverage capabilities and RESTORE funds:
•
•
•
•
Collaborative Stakeholder-based Research Clusters
Research Center of Excellence
Marine Technology and Aerospace Corridor
Engineering solutions for safe and sustainable resource utilization
Educational Goals
Enhance educational opportunities including K-PhD and public
outreach, with emphases on STEM (Science, Technology,
Engineering, and Mathematics) needs within State curricula and
IHL guidelines:
•
•
•
Workforce development through technology-targeted programs to
compete on regional to global scales
Outreach programs that increase public awareness concerning
ecological and economic importance of a healthy, sustainable Gulf
Infrastructure and technology upgrades to meet the needs of a
STEM-focused workforce
Implementation Guidelines:
Formal Education Priorities
•
•
•
•
K-12 education
Community colleges
Universities – post-graduate education
Workforce development to compete on regional to global
scales
• Infrastructure and technology upgrades to meet the needs of
a STEM-focused workforce
Sustainable Programs
• Leverage existing programs, expertise and partnerships to
prepare for RESTORE
• Build on programs that span across GoCoast themes to
maximize effectiveness and return on RESTORE investment
• Develop and implement strategies to fund program beyond
the RESTORE time-line