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

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Presentation at Pennsylvania Association of Convention & Visitors Bureaus Annual Meeting, DMAI and Americans for the Arts

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

  1. 1. Pennsylvania Tourism Summit Destination Marketing & the ArtsIt’s AND, not OR! Sametz Blackstone Associates
  2. 2.  Randy Cohen, Vice President of Research & Policy Americans for the Arts @artsinfoguy @Americans4Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmaiSPEAKERS
  3. 3. Hurrah for Culture!!
  4. 4. Pennsylvania…Rich with Arts & Culture!
  5. 5. Percentage of 143.3 million U.S. Adult Travelers that Included Cultural Events on Trips of 50+ Miles (2001) Any Cultural 65% (92.7 million) Historic Site 43% (61.0 million) Museum 30% (42.6 million) Live Theatre 23% (32.8 million) Art Gallery 21% (30.2 million)Heritage/ Ethnic Festival 20% (29.1 million)Opera/ Classical Concert 10% (13.7 million) Dance Perform ance 9% (13.5 million)Poetry/ Literary Reading 5% (7.0 million) Film Festival 3% (4.6 million) Other Concert 19% (27.3 million) Other Cultural Activity 14% (20.4 million) 0% 10% 20% 30% 40% 50% 60% 70%
  6. 6. Time Added to Trip Because of Cultural Activity(Base=29.6 Million Cultural Travelers Who Added Time) One extra night Part of one day 31% 43% Two extra nights Three or more 19% extra nights 7%
  7. 7. Nonprofit Arts & Culture AttendeesSpend $27.79 Per Person, Per Event
  8. 8. Nonprofit Arts & Culture Attendees Local vs. Nonlocal
  9. 9. Event-Related SpendingLocal vs. Nonlocal Audiences
  10. 10. Arts Audience Spending in Pennsylvania Communities Average PerName Local Nonlocal Total AttendeeAllegheny County $21.87 $17.45 $34.49 $110,867,640Greater Harrisburg $31.65 $27.03 $56.16 $27,670,193Lackawanna County $22.23 $20.08 $29.48 $6,246,988Lancaster $35.74 $29.25 $41.95 $18,042,766Lehigh Valley Region $26.56 $22.73 $35.91 $100,509,549Philadelphia $42.84 $19.39 $49.93 $682,684,314Luzerne County $21.04 $19.77 $25.35 $8,088,241Somerset County $13.68 $9.95 $19.52 $1,334,396
  11. 11. A Growing Percentage of Foreign Visitors Participate in the Arts While in the U.S.
  12. 12. Baltimore Symphony’s “Rusty Musicians”
  13. 13. Opera in the Outfield
  14. 14. Library Parking…Not A Dull Read in Kansas City
  15. 15. The Phoenix Dump
  16. 16. The Helix by Selena Littler
  17. 17. Arts Marketing Destination Award
  18. 18. White House Conference on Tourism (1995) “All tourism is cultural tourism!” -Garrison Keillor
  19. 19. Thank You!www.AmericansForTheArts.org
  20. 20.  Randy Cohen, Vice President of Research & Policy Americans for the Arts  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley @meetdmaiSPEAKERS
  21. 21. DESTINATION MARKETINGCreates Memories, Communities AND Jobs
  22. 22. DMAI OVERVIEW OUR CAUSE DMAI protects and advances the success of destination marketing worldwide. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES 1.1 Professional Development 2.1 At Home 3.1 DMO Members 1.2 Career Development 2.2 In the Meetings Market 3.2 Allied Members/Sponsors 1.3 Peer-to-Peer Networking 2.3 In the Consumer Market 3.3 Leadership/Governance 3.4 Professional Management
  23. 23. 600 DMOs Command$1.5 Billion in Annual Budgets
  24. 24. $667 Million Invested by State Tourism Offices$1.5 Billion Invested by DMOsSource: DMAI, US Travel Association
  25. 25. “AND”
  26. 26. IS THIS CULTURAL TOURISM?
  27. 27. HOW ABOUT THIS?
  28. 28. OR THIS? 29
  29. 29. OR THIS?
  30. 30. DEPENDS UPON THE LENS YOUR VISITORS ARE LOOKING THROUGH 31
  31. 31. POSTER BOY FOR CULTURAL TOURISM?© Sametz Blackstone Associates
  32. 32. IN THIS CASE…YES
  33. 33. 34
  34. 34. CUSTOMER-FOCUSED APPROACH Know What They Really Care About Know Who You Really Are
  35. 35. DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…Quantity of visitors (volume)Quality of visitors (highest yielding…do more, spendmore)
  36. 36. This is thecompetition
  37. 37. FIND COMMON LANGUAGE & GOALS Fill my _________Put some skin in Museum the game Theatre Gallery etc Leverage resources to grow visitation to destination and attractions
  38. 38. KNOW THE DIFFERENCE BETWEEN THE WHY(MOTIVATION) OF THE TRIP…and WHAT visitors did while on the trip
  39. 39. 1. Destination 2. Duration 3. Transportation 4. Accommodations 5. ActivitiesDECISION MAKING ORDERFOR TRIP PLANNING
  40. 40. AUTHENTICITY Of Place & Of Culture© Sametz Blackstone Associates
  41. 41. Optimum Value Proposition forDestination Experience Authentic Unique Potential differentiators that can’t Easily be copied by the competition
  42. 42. Experiencing the traditional and contemporaryculture, arts, and special character of a place 44
  43. 43. ANDNOT OR
  44. 44. ANDNOT OR
  45. 45. ENGAGEMENTPersonal &Digital
  46. 46. Gen Y andyounger don’tknow lifewithout theinternet
  47. 47. MEDIA MIX CAN INSPIRE DEMANDMOVE FROM INTEREST TO INTENTand target nice audiences more efficiently
  48. 48. LEVERAGEIMPACTEconomic &Experience
  49. 49. YOU ARE IN IT TOGETHER
  50. 50. DMOs ARE IN THE INSPIRATION BUSINESSCreate desire & demand for the greatest ROI…and the highest yielding visitor segments
  51. 51. DYNAMIC SPEAKERSJASON DORSEY SALLY HOGSHEAD The Gen Y Guy Fascinating Brands 30+ SESSIONSBEST OF PEER NETWORKING & OUT OF INDUSTRY IDEAS INDUSTRY AWARDS & RECOGNITIONS Arts Destination Marketing Award
  52. 52.  Randy Cohen, Vice President of Research & Policy Americans for the Arts @artsinfoguy rcohen@artsusa.org  Victoria Isley, Chief Operating Officer Destination Marketing Association International @victoriaisley visley@destinationmarketing.orgSPEAKERS

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