Destination SA Presentation slides 05 17-11 edit

DESTINATION SA UPDATE 2011

Strategic Planning forVisitor Industry Growth in San Antonio

May 6, 2011

Destination SA – A Strategic Plan to grow San Antonio’s Tourism Industry

At the request of the Convention & Visitors Commission, the CVB commissioned an update to the original Destination:SA study to provide the community with a framework to:

• Enhance the attractiveness of the destination for visitors and residents;

• Protect and intensify the unique cultural and historical characteristics of the San Antonio destination; and

• Heighten the ability of the visitor industry to create significant economic benefits for the residents of San Antonio.

Destination SA – A Strategic Plan to grow San Antonio’s Tourism Industry

Convention & Visitors Commission 2010/2011Dan Decker,Chair Marise McDermott, Vice Chair

George Alva Diana Arevalo Louis Barrios William Brendel Henry Brun Martin Bozer Sherry Chaudhry Michael Cortez Henry Feldman Caryn HasslocherJohnny Hernandez Martin KushnerScott Larsen Frank Miceli Davis Phillips Jim Quinn Bob Raymond Hipolito Salas Ron Stinson Robert Thrailkill Rusty Wallace

Ex OfficioCouncilwoman Cisneros Councilwoman Taylor

Destination SA – A Strategic Plan to grow San Antonio’s Tourism Industry

Background

In 2005, CSL International, was retained to help facilitate the creation of a formal long-range strategic plan for the San Antonio visitor industry

The initial study was presented to City Council in February 2006 and has informed the strategic priorities and growth for the CVB, its commission and industry stakeholders

Destination SA – A Strategic Plan to grow San Antonio’s Tourism Industry

Convention & Visitors Commission Strategic Priorities 2010/2011

• Support continued improvements to convention center and Alamodome

• Advocate improvements to the River Walk‘s downtown bend

• Promote downtown improvements related to street-level experience

• Increased safety and anti pan-handling programs • Develop programs to encourage locally owned

retail, cafes and galleries and improve links to neighborhoods

• Improve public transportation from downtown to key locations around the city and improve the pedestrian experience near bus stops

• Develop programs to improve Alamo Plaza, La Villita, Market Square and St. Paul Square

• Further the re-envisioning of HemisFair Park• Encourage the Mayor and City Council to support the

latest Destination SA strategic plan

Destination SA Update

The DestinationSA Update supports the CVC’s strategic priorities and is based on research conducted over the last two years.

• Investment that will serve to:• Enhance quality-of-life for residents• Enhance destination appeal for visitors

• Provide the city with extensive plan for continued strategic investment in the convention and visitor industry

From a visitor industry perspective, Destination SA seeks to

coordinate with and, ultimately, support the many recent and

ongoing planning initiatives DELETE AND ADD TO NEXT SLIDE

Destination SA Update

Destination:SA provides an opportunity and a framework for the visitor industry to coordinate with and, ultimately, support SA2020 and other ongoing planning initiatives

During this update process, several developments have begun including:

• Centro Partnership

• HPARC

• VIA Vision SmartWay SA

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Destination SA Update – An Extensive Study Process

• More than 70 interviews with local industry/business/political leaders

• Over 1,050 visitor intercept interviews with visitors and residents in the San Antonio area

• Interviews with planners of nationally-rotating conventions and tradeshows with a history of bringing events to San Antonio

• Surveys of 74 national travel writers

• Interviews with 26 operators of River Taxi Cruisers

• Surveys of concierge staff at eight primary local hotel properties

• Conversations with operators of tour groups that travel to San Antonio

• Review of the existing San Antonio area visitor industry amenities and organizational structures

• Review of past development and strategic planning documents

• Evaluation of competitive and comparable destinations

Needs an intro slide into recommendations….

Is intent to ask for conceptual approval? Or is intent to list

recommendations?

Alamo, Market Square and Street Level Improvements

Improvements to Alamo Plaza

• One of the state’s top attractions, the Alamo presents a unique, historic experience that can be enhanced

• Currently, the Alamo experience centers on the church, while the history is in the plaza;

• Consideration should be given for expansion, limitation of private vehicular traffic and interpretation of historic events;

• Enhancements to the plaza’s aesthetics, interpretive signage and activities would support a more fulfilling visitor experience and, ultimately, reinforce the city’s position as a destination for heritage tourism

Improvements to Alamo Plaza

Note: This map shows locations of the original Alamo fortress in 1836, compared to the street layout of today. The map was compiled and

displayed by the Center for Archaeological Research at the University of Texas at San Antonio.

Close Road

Acequia Representation

Re-create Barracks

Re-create Historic Fence

& Cannons

Remove Roadway

Market Square and the Linkage to the River

• The essence of this recommendation is to link the River Walk with Market Square - one authentic attraction to another:

• Development in this corridor, from Main Plaza to Market Square, should be pursued with the objective of:

• Creating a mixed-use residential and retail environment

• Creating well landscaped pedestrian linkages

• Creating an urban neighborhood atmosphere that visitors can also enjoy

Market Square and the Linkage to the River

Market Square

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1 Main Plaza2 San Fernando Cathedral3 Spanish Governor's Palace4 Museo Alameda Smithsonian5 Milam Park

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Street Level Improvements• Relieve Bus Stop Congestion

• Development of the West Side Multimodal Center (near UTSA) could represent an ideal opportunity to move bus traffic and rider congestion from key areas of downtown

• Landscaping and Cleanliness

• Extensive and frequent sidewalk and surface cleaning is critical in important pedestrian transit corridors.

• A routine “walkthrough” involving the director of the CVB, Downtown Alliance and DOD should be undertaken.

• The City’s Downtown Task Force and Centro’s “Downtown Detail” can provide a regular “punch list” of items.

• Create Pockets of Entertainment and Leisure

• Commerce between Rivercenter Mall and St. Paul Square

• Market between Convention Center and Alamodome

• River to Market Square

• Rivercenter Mall

• Continued effort to diversify the mall’s offerings should be pursued—with a focus on the visitor industry

City Cultural Districts, Guided RailTrolley and

Expansion of Luminaria

Continue Pursuit of Cultural District Concepts

• Create development density in a manner consistent with the district (inclusive of housing, retail, galleries, creative industry, etc.)

• Downtown could be seen as the hub for radiating cultural experiences, as well as a unique district itself (Southtown to Southwest School of Art; UTSA to Sunset Station)

• Broadway Cultural District is a potential model for this concept; with a downtown arts district as hub, spokes along Broadway to the north and other areas help support an efficient but authentic visitor experience

• Create transportation linkages that are consistent and reliable between districts

• A vibrant residential area first, cultural treasure second, visitor amenity third

• Change any potential public perception regarding safety in targeted areas – should involve a process of demonstrating a base of successful businesses, expanding residential, and special events

• Continued public sector focus on the cultural district concept, drawing on the efforts of the Mayor’s office, arts organizations and other groups and individuals

Guided Rail Trolley Circulator

• General route would encompass Broadway and Alamo on a north/south pattern

• Over time route could be expanded to include and link other areas of community to downtown

• Support the concept of the guided rail trolley, and concur with the study process that will take place to explore the many facets of such a system

• Important that funding for such a system does not detract from the funding currently in place for other visitor industry assets and organizations

• Until guided rail system is developed, consideration should be given to a rubber tire trolley/bus system to serve as a northern River stretch / downtown transportation link

Add to the Luminaria ExperienceWith stakeholder investment, community and artists support,

Luminaria has proven to be a successful vehicle for presenting and experience the city’s arts. This recommendation is to use and expand on that success:

• Place greater emphasis on celebrating art and culture in a way that is highly unique to San Antonio

• Combine a series of events and activities within a five to six day period that culminates with Luminaria. Characteristics of a broader multi-day event could include:

• Events: Children’s Art Curriculum, River Art Parade, Chalk it Up

• Symposia: partner with educational institutions

• Fundraising for the Arts Foundation

• Create a 5-year plan for enhancing Luminaria

San Antonio River – South River Gateway &

the Northern Stretch

Creation of a Downtown Gateway for the Southern Stretch of the River

• Affords visitors and residents access to Blue Star, Guenther House, Steves Homestead Museum, and continue their journey south on the River via bicycle, canoe, kayak or foot

• Recreational Activities

• Transportation Opportunities

• Interpretive and information center

• Proximity to LaVillita and Hemisfair Park

• Opportunity to develop the streetscape along thoroughfare, encourage pedestrian traffic

• Opportunity for Housing, mixed use development at Nueva Street on the River

La Villita

South River

Gateway

HemisFair Park

South River Gateway and Linkages to Downtown

Nueva Street

Cultural Tourism and the Northern River Stretch

• Create one and two day art/cultural learning experiences unique to San Antonio

• Southwest School of Art, Culinary Institute of America, Pearl, San Antonio Museum of Art, Witte, Zoo, etc.

• Review transportations options to link the River north area to the downtown

Riverwalk and a Convention Center Expansion

River Walk Structural Improvements

• Continue to prioritize Riverwalk improvements

• High on the list of city capital improvement projects

• City should consider establishing an “evergreen” River Walk repair/replacement fund that receives revenues on an annual basis for future capital needs

• City staff should assess an appropriate annual funding amount and an associated revenue source

Investment in the Convention Center

• Significant investments in convention and visitor industry infrastructure have been and continue to be made in competitive destinations

• Challenges at the Henry B. Gonzalez Convention Center include:o Quality differences between older and newer spaceo Difficulty in navigating the current floor plano Need for added exhibit, meeting and ballroom spaceo Generally confusing layout of the Center

• Consultants have been retained to develop a comprehensive improvement plan, and this process is currently underway

Downtown Housing, St. Paul Square and a

Not for Profit Development Corporation

St. Paul Square Investment

The St Paul Square area offers several opportunities:

• Alamodome – City’s Convention, Sports & Entertainment Facilities department has explored opportunities to increase events and visitation, and these efforts should continue

• Ellis Alley – Opportunities to acquire historic structures within the Ellis Alley area should be explored, with the ultimate goal of presenting African American history

• Enhance Access to Downtown – Investment should be made in landscaping, lighting, public art, shade creation and signage along this connector to better support visitation to the St. Paul Square area.

Explore Creation of a Not-for-Profit Development Corporation

• Significant land with development potential is in public control – VIA, CPS, School District, City, County

• Representatives from the City, Downtown Alliance, and various land owners should coordinate a process whereby the legal issues surrounding the development of a public development corporation be considered

• The challenges will be significant; however, ability to secure land at a reasonable price, thereby allowing for important housing and other development is critical to the future of the downtown and surrounding areas

Ring of Downtown Residential Development

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1 Commerce Street Corridor2 Durango Street (fronting HemisFair Park)3 Flores Street4 River to Market Square Corridor5 UTSA Area6 River North District7 Pearl Brewery

• Investigate enhancements to downtown living environment, including Wi-Fi, landscaping, security, and other amenities important to residents

• Continue to provide current market information on downtown housing to brokers, retailers, employers, developers, appraisers, lenders and other interested parties

• Develop media articles to highlight downtown’s inviting and vibrant residential living options

• Implement campaign to encourage people to live downtown (e.g. Denver’s “Center Yourself” in Denver initiative)

Visitor Assets Outside Downtown

Maximizing 1604 Loop Attractions

• Efforts should be undertaken that:

• (1) expand the base of visitor–generating amenities in the resort/attraction corridor along 1604, and

• (2) expand on current marketing efforts to draw visitors seeking the resort/golf/attraction-based experience

• City should continue to evaluate the viability of amateur sports complex development, and should respond aggressively to any inquiries from the private sector regarding major attraction development

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Downtown

1 SeaWorld San Antonio2 Hyatt Regency Hill Country3 National Swimming Center (proposed)4 Six Flags Fiesta Texas5 Cibolo Canyons (TPC)

1604 Loop Attractions

Enhance San Antonio’s Film Industry

Enhance San Antonio’s Film Industry

• Presence in motion picture industry for any community can create economic impact, exposure to national and international audiences, and can help retain and attract workers in the creative class

• The state of Texas currently offers financial incentives to attract film productions including cash grants, waiver of fees, sales and use tax exemptions, and provides state property for use as locations at no cost

• San Antonio Film Commission, established in 1985, serves as City agency tasked with providing services to the motion picture industry, and marketing the City as a production location

• City should consider creating incentives to create a financial benefit for productions choosing to bring their business to San Antonio

• City’s Film Commission should continue to work closely with City agencies and representatives of the production community to identify incentive program elements that would be both cost effective and financially viable, while at the same time being meaningful and robust

Enhanced Visitor Industry Organizational Autonomy

Enhance the Operating Autonomy of City Convention and Visitor Industry Organizations

• We recommend a structure that accumulates excess HOT tax into a reserve account or accounts for use in facility repair/maintenance, and in targeted sales and marketing efforts

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• A single fund could be established, with priorities set for how funds are distributed

• Separate funds could be established for use by the entities that currently participate in the HOT funding (Convention Center/Alamodome, the CVB and Office of Cultural Affairs)

Potential Project Impacts

Potential Project Impacts

• A one-half day extended stay equates to approximately $1.0 billion in added San Antonio area economic impact

• A 2 percent annual increase in visitation for a period of five years equates to an added $937 million in hospitality industry impacts

• A major convention (10,000 attendees) attracted to the Convention Center can generate between $12 million and $14 million in new spending and up to 36,000 added room nights

• Destinations including Dallas, Phoenix, Oklahoma City, Indianapolis, Chicago, New Orleans and others are investing in convention and visitor industry product. Over time, with no investment in the San Antonio visitor product, new visitor levels and repeat visitation will decrease.

Next Steps

Next Steps

• Anticipate a Mayor and Council briefing for Summer 2011

• Destination SA is a collective voice for the San Antonio Visitor Industry providing a roadmap for current and future leaders

• Connections to SA2020 and other existing and developing Master Plans

Next Steps - Implementation

• Implementation strategies

• Focusing and prioritizing on key areas

• Working with Industry partners and stakeholders

• Working with the San Antonio Convention and Visitors Commission

• Resource tool for decision-makers and developers

• Destination SA product be revisited periodically

• Evolution of current recommendations

• New Product Development

• Trends in consumer travel

• Economic conditions