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

Sametz Blackstone Associates

Destination Marketing & the Arts

It’s AND, not OR!

Pennsylvania Tourism Summit

SPEAKERS

Randy Cohen, Vice President of Research & PolicyAmericans for the Arts@artsinfoguy @Americans4Arts

Victoria Isley, Chief Operating OfficerDestination Marketing Association International@victoriaisley @meetdmai

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)

14% (20.4 million)

19% (27.3 million)

5% (7.0 million)

3% (4.6 million)

9% (13.5 million)

10% (13.7 million)

20% (29.1 million)

23% (32.8 million)

21% (30.2 million)

30% (42.6 million)

43% (61.0 million)

65% (92.7 million)

0% 10% 20% 30% 40% 50% 60% 70%

Other Cultural Activity

Other Concert

Film Festival

Poetry/ Literary Reading

Dance Perform ance

Opera/ Class ical Concert

Heritage/ Ethnic Festival

Art Gallery

Live Theatre

Museum

Historic Site

Any Cultural

Time Added to Trip Because of Cultural Activity(Base=29.6 Million Cultural Travelers Who Added Time)

Three or more extra nights

7%

Two extra nights19%

One extra night31%Part of one day

43%

Nonprofit Arts & Culture Attendees Spend $27.79 Per Person, Per Event

Nonprofit Arts & Culture AttendeesLocal vs. Nonlocal

Event-Related SpendingLocal vs. Nonlocal Audiences

Arts Audience Spending in Pennsylvania Communities

Name Average Per Attendee Local Nonlocal Total

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 VisitorsParticipate 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

SPEAKERS

Randy Cohen, Vice President of Research & PolicyAmericans for the Arts

Victoria Isley, Chief Operating OfficerDestination Marketing Association International

@victoriaisley @meetdmai

Creates Memories, Communities AND Jobs

DESTINATION MARKETING

ADVANCE THEDMO PROFESSIONAL

ADVOCATE FOR THEDMO INDUSTRY

PROTECT & LEVERAGE ASSOCIATION RESOURCES

1.1

1.2

1.3

Professional Development

Career Development

Peer-to-Peer Networking

2.1

2.2

2.3

At Home

In the Meetings Market

In the Consumer Market

3.1

3.2

3.3

DMO Members

Allied Members/Sponsors

Leadership/Governance

3.4 Professional Management

OUR CAUSEDMAI protects and advances the success of destination marketing worldwide.

DMAI OVERVIEW

600 DMOs Command$1.5 Billion in Annual Budgets

$1.5 Billion Investedby DMOs

$667 Million Investedby State Tourism Offices

Source: DMAI, US Travel AssociationSource: DMAI, US Travel Association

“AND”

IS THIS CULTURAL TOURISM?

HOW ABOUT THIS?

29

OR THIS?

OR THIS?

DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING

THROUGH31

© Sametz Blackstone Associates

POSTER BOY FORCULTURAL TOURISM?

IN THIS CASE…YES

34

CUSTOMER-FOCUSED APPROACH

Know Who You Really

Are

Know What They Really Care About

DMOs ARE IN THE INSPIRATION BUSINESSCreate 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

Put some skin in the game

Fill my _________MuseumTheatreGallery

etc

Leverage resources to grow visitationto 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

Authentic Unique

Optimum Value Proposition for Destination Experience

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 DEMANDMOVE FROM INTEREST TO INTENTand target nice audiences more efficiently

LEVERAGEIMPACT

Economic & Experience

YOU ARE IN IT TOGETHER

DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…and the highest yielding visitor segments

DYNAMIC SPEAKERS

JASON DORSEYThe Gen Y Guy

SALLY HOGSHEADFascinating Brands

30+ SESSIONSBEST OF PEER NETWORKING &

OUT OF INDUSTRY IDEAS

INDUSTRY AWARDS & RECOGNITIONS

Arts DestinationMarketing

Award

SPEAKERS

Randy Cohen, Vice President of Research & PolicyAmericans for the Arts@artsinfoguy rcohen@artsusa.org

Victoria Isley, Chief Operating OfficerDestination Marketing Association International@victoriaisley visley@destinationmarketing.org