driving cleveland’s travel & tourism industry david gilbert december 12, 2012
TRANSCRIPT
Driving Cleveland’s Travel& Tourism Industry
David GilbertDecember 12, 2012
Remain separate entities
126
EVENTS2000-2012
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
2011: 14M in Cuyahoga County, up 15% since 2009
$6.7 billion in direct and indirect business activity, up12% from 2009
SALESEMPLOYMEN
TTAX
REVENUES
4th largest employer, supports 1 in 11 salaried jobs, generated
$1.8 billion in wages
Contributed to more than $886 million in taxes
VISITORS SALESEMPLOYMEN
TTAX
REVENUESNO TRAVEL & TOURISM
IN CLEVELAND
=$600
MORE IN TAXES PER
HOUSEHOLD
VISITORS SALESEMPLOYMEN
TTAX
REVENUES
More visitors anticipated in 2013 and
beyond
$2BIN VISITOR-RELATED
DEVELOPMENT UNDERWAY IN
NORTHEAST OHIO
DOWNTOWN VISITORS EXPECTED TO
DOUBLEIN
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
SA
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Partnerships & Administration
Insight:
Treat the City of Cleveland as
a
ASSESS THE BRAND
PRODUCT
IMPROVE THE PRODUCT
MARKET THE PRODUCT
MANAGE THE REPUTATION
2012 FOCUS
Branded Product
Assess the Product: Research Step 1
November 2011 Destination Cleveland Tourism Summit Goal:
PREPARE
CLEVELANDFO
R $2B
IN VISITOR-RELATED
INFRASTRUCTURE
BY GETTING THE COMMUNITY TO PLAN HOW
LOOKSACTS &FEELSAS A VISITOR
DESTINATIONC
LEV
ELA
ND
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
November 2011 Destination Cleveland
Tourism Summit Outcomes
Assess the Product: Research
Step 2Target Audiences Competitive Markets
LeisureTraveler
Business Traveler
Meeting Planner
Residents
Pittsburgh
Columbus
Cincinnati
Milwaukee
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
Leisure and Business Travelers
Drivers of Choice
Product Research Key Findings
Functional Emotional
•Safe •Clean•Easy to get around
•A fun place for a vacation•An exciting travel destination•Popular with vacationers
Leisure and Business Travelers
Key Findings
Product Research Key Findings
Perceptions of safe, clean and friendly are driven by street lighting, green spaces and the presence of law enforcement
Leisure and Business Travelers
Key Findings
Product Research Key Findings
Cleveland’s image as a visitor destination has defaulted to blue-collar sports and rock and roll images
Leisure and Business Travelers
Key Findings
Product Research Key Findings
Significant communication gap: perception does not match reality—Cleveland needs to join the conversation
Meeting Planners
Drivers of Choice
Product Research Key Findings
Functional:Designed to Work
Emotional:Staffed to Serve
•Convention Facilities•Hotels•Easy to get to •Easy accessibility within the city
•Convention Services•Safe & Secure•Great Convention City•Superior CVB/DMO
Meeting Planners
Key Findings
Product Research Key Findings
Cleveland is ranked at the bottom of meeting planners’ top 46 meetings/conventions destinations
Meeting Planners
Key Findings
Product Research Key Findings
Low rankings are primarily due to lack of knowledge about Cleveland as a meetings/conventions destination
Meeting Planners
Key Findings
Product Research Key Findings
There is a communication gap for Cleveland as a meetings/conventions destination
Residents
Drivers of Satisfaction
Product Research Key Findings
Functional Emotional
•Affordable•Safe •Clean
• Is a good place for family and kids
• Is a place I would recommend to visitors
• Is a place I am proud to live
Residents
Key Findings
Product Research Key Findings
Residents are the third most used resource for planning a leisure trip
Residents
Key Findings
Product Research Key Findings
Residents are pretty satisfied with the quality of life they have in Cleveland due primarily to its affordability
Residents
Key Findings
Product Research Key Findings
Only 34% of Cleveland residents surveyed said they would recommend Cleveland to visitors
Residents
Key Findings
Product Research Key Findings
Residents need to explore the new Cleveland attractions to recommend the city to visitors
ResidentActivation
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
Destination Development
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
Brand 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
IntroducingSeamless Cleveland
Brand and destination development will improve the
perceptions of Cleveland as a visitor destination and
ultimately will increase its economic impact
Brand
Information Legibility & Wayfinding
ProductConsistent and inspiring messages and visuals for Cleveland
Get visitors the right information at the right time
Improve curb-appeal in visitor corridors and improve visitor services
Guide visitors around the city in the easiest and quickest way possible
Seamless CLE
Travel & Tourism in Cleveland:
Building an Industry
David Gilbert216.875.6600
Questions? Thoughts?
David Gilbert216.875.6600