A Strategy for a Regional TourismMarketing Building InitiativeGlobal Center for Cultural Entrepreneurshipwww.culturalentrepreneur.orgTom Aageson-Executive Director
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• City of Albuquerque • Bernalillo County • Mid Region COG • City of Santa Fe • Dekker/Perich/Sabatini • Vaughan Wedeen Kuhn • Regional Development Corporation
Corridor Competition is Growing *Reno/Tahoe • NC Arts Trails • Mystic Coast And Country • KY Bourbon Trails • Napa, Sonoma, San Luis Obispo • New Brunswick • Detroit Cultural Corridor
• Las Vegas Cultural Corridor, CulturalCorridor.org (IA), Regional Tourism Network Cincinnati, National Geographic Four Corners (NM), NationalHarbour.com
More Cultural Corridors • Trans-Balkan Cultural Corridor “Trans-Balkan Cultural Road
between Greece, Bulgaria and Romania connects unique cultural and natural values. The aim of the project is to attain a sustainable development of the regions along the Road through revealing, preserving, sustainable usage and popularization of its values for the development of the integral cultural tourism.”
• Saudi Arabia “Sugary dates, Persian calligraphy, colorful contemporary art, henna designs and holy Zamzam water from Mecca are some of the exotic flavors from Saudi Arabia in the culture corridor of the capital this week. A week-long Saudi Arabia cultural showcase ...”
• Rio de Janiero “The revitalization and preservation in Rio de Janeiro, Brazil, in the context of the Cultural Corridor Project was conceived in the early 1980s and it represents a landmark in the planning and development of Brazilian cities. CCP integrates development control, special design guidelines, streetscape embellishment, tax exemptions and incentives, community education and participation, cultural programs and public events…”
"Shopping, dining and cultural-heritage travel are consistently ranked as the top three travel activities in the U.S., according to data tracked by the U.S. Department of Commerce/Office of Travel & Tourism Industries (OTTI) and the U.S. Travel Association."
U.S. Cultural & Heritage Tourism Marketing Council and the Cultural & Heritage Tourism Alliance
Visitors Want • Authenticity • Opportunity to design their own vacation • Reach into local experiences
Economic Impact Increasing the number of visitors from outside New Mexico will bring new, fresh dollars into our economy, generating a multiplier effect.
Our Cultural Offerings Albuquerque to Taos and Environs Food: Traditional to Contemporary Music, Dance, Museums, Film, Native American Communities, Hispanic Traditions, Art and Artists
Creative Tourism is travel directed toward experiencing the arts, heritage, and special character of a place. America’s rich heritage and culture, rooted in our history, our creativity and our diverse population, provides visitors to our communities with a wide variety of cultural opportunities, including museums, historic sites, dance, music, theater, book and other festivals, historic buildings, arts and crafts fairs, neigh- borhoods, and landscapes.
Media Strategy: Maps and Apps (Draft)
1. Name the destination 2. Brand development 3. Build our graphic identity 4. Website – interactive, game-oriented, visitor friendly (hub of
Corridor’s Marketing Strategy)
5. Public relations to reach targeted markets 6. Social media-consistent, active and engaging 7. You Tube Channel with original videos (storytelling)
Pre Trip The most important stage of the process. Passengers are looking for easy ways to plan, book and board plane
At the airport Mobile is used if things go wrong with the travel experience i.e. lost bags, seating and disruption
On-board A unique opportunity for airlines to provide enhanced services with the increase in connectivity on planes
At the destination Passengers are increasingly using mobile to explore, connect, and share experiences
Post Trip Social media provides an immediate outlet for feedback from customers
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2
3
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5 16%
of travelers surveyed currently use
smartphones to book trips
Global mobile subscribers The number of worldwide subscriptions for wireless services reached 5 billion in Sept. 2010. The worldwide smart-phone market grew 79.7% year on year in first quarter of 2011 according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker.
Mobile plays many important
roles in the travel experience:
Data provided by www.amadeus.com
1. Print will have a role to present maps, guides, and promotion material
2. Television-where it can be pinpointed at our market 3. Mobile Media-Foster App Development 4. Targeted Travel Trade Shows in Countries of Origin 5. Guerilla Tactics & Disruptive Media-buzz creating initiatives
Next Steps 1. Identify and interview key Cultural Corridor stakeholders 2. Cultural Mapping 3. Determine level of interest and financial commitment from each
stakeholder 4. Summarize interviews and plan retreat 5. Stakeholder retreat to report on results and go into organizational
development and strategic plan-assuming the NM Cultural Corridor is a go.
Working Collaboratively, Cooperatively, and Creatively
Global Center for Cultural Entrepreneurship
Cultural entrepreneurs drive global change. These entrepreneurs create economic value and promote cultural preservation and innovation. They enrich their communities and the world. They generate self-determination and self-reliance.
GCCE has a three-fold mission: • 1. We support cultural entrepreneurs working to create and scale their enterprises. • 2. We advocate for the importance of cultural entrepreneurship and the value of a culture economy. • 3. We connect a global network of cultural entrepreneurs.