Developing a Destination Team Building a Solid Foundation for Tourism Destination Development
New Rural Destination Development Position To encourage development of destination areas Build an interagency governmental assistance team Provide information on policy to appropriate individuals & groups Build capacity of rural communities & regional tourism destinations by providing information on: marketing, product development, best practices, relationship management services and sources of funding
What is a Destination?
Destination A place worthy of travel for an extended visit
Tourism Product Different from traditional manufacturing Research Development & Design Refinement Marketing & Distribution plan In a fixed location where it must be consumed Is an Experience! Must be well-planned, scripted, well-executed, efficiently integrated to satisfy
What is Required for Tourism to Function? A System : Many Separate Elements = the Whole Experience
Distinct, but related Components Attractions drawing people Services assisting & keeping them at the destination Accommodations & food services - required Travel agencies Recreation Entertainment/Attractions reason for visiting Information Retail - shopping Transportation Communication/Information
The Tourism System Population Market= Demand Information Transportation Attractions Lodging Food Services & Amenities Retail Supply = Industry
Attractions are the Magnets Natural Attractions Man-made Resources Cultural Resources Human Resources Capital Investment Resources
Tourism Master Planning Can avert negative impacts Tourism should be planned in concert with conservation, recreation, infrastructure, etc. Should involve social, economic & environmental planning for business success Is technical, professional and political Should be strategic & integrative Should have a regional perspective
Anchor Businesses Usually need two three anchors Offer significant pull power Usually key employers Have larger marketing budgets Invest in major marketing efforts Recognizable brands in their own right
Building the Destination Team Who Should Be Involved?
Team Members Govt. Mayor/Council Chair Town Council Town Manager County Commissioners Extension Educators Fire/Police Natural Resource/Public Land Mgr Parks & Rec Director Planning/Zoning; Transportation
Civic, Business, Non-Profit Groups Chamber of Commerce/CVB Hotel/Restaurant Assn Downtown Assn/Retail Economic Development Business/Professional Clubs Event/Festival organizations Fine & Performing Arts; Cultural
Groups, Contd. Historical Society Indigenous Populations Rotary/Lions/Kiwanis/Shrine American Legion/VFW Garden Club & other civic groups Sports Clubs High School Clubs Other??
Local Businesses Hotel & Lodging Mgrs. Visitor Attraction Mgrs. Restaurant Mgrs. Theatre Owners Outdoor Recreation Outfitters Retail Owners Taxi/Rental Operators Travel Agents Service Station Owners
Business, contd. Automotive Dealers Real Estate Agents Newspaper Editor/Writer Radio/TV station Mgr. Grocer/Pharmacist Banks & Financial Institutions Hospital/Medical Insurance Agents Other?
Community Influencers College/University Officials Tourism/Business Professors School Teachers/Principals/ Superintendent Church Leaders Religious organizations Decision influencers both positive and negative
So.... What are Steps in Tourism Development? 1) Understand that Tourism Development requires INVESTMENT and COMMITMENT! TIME MONEY
So.... What are Steps in Tourism Development? 2) Organize For Development o Establish a long-term working group: educate, organize, build support o Does Your Community want Tourism? o Identify initial funding sources 3) Development Planning Process o Define the boundaries of your zone of influence
Steps in Development contd.... Inventory your assets*** Attractions Private sector services Resident attitudes Business Community & Attitudes Public facilities and services Infrastructure & Appearance Human Resources Workforce & Volunteers Organizational and funding capacity
Steps in Development contd.... ogather & Assess ALL planning documents osituational Analysis: Assess Tourism Research & Environmental Trends BIG picture! o Strengths/Weaknesses o Opportunities/Threats (SWOT Analysis) oset Goals, Strategies and Action Steps oestablish Timeline odevelop a Budget
Steps in Development contd.... 4) Examine Tourism Product, Attractors, Experiences & Packaging Possibilities o Identify Gaps in offerings o Use Inventory to Develop New Product Offerings o Educate businesses/organizations in tourism product development o Storyboarding o Script development, writing, refinement o Testing product o Adjust for public roll-out
Steps in Development contd.... 5) Develop a Marketing & Distribution Plan based on Research Public Relations Social Media 6) Monitor and evaluate 7) Make adjustments 8) Continue to refine and create new products
Understand Butler s Model
What Does Readiness Look Like?
Some Conditions Present in a Destination Poised for Tourism Development Qualified Local & Regional Leadership Inventory of Assets Identified appropriate Market niches Community support for tourism Financial Support Partnerships that Leverage Resources Regional Tourism Networking, Partnerships & Cooperation
Contact Information: Donna Moreland Destination Development Specialist Maine Office of Tourism Tel: 207-624-9808 Cell: 207-631-9005 Email: donna.moreland@maine.gov