Driving Clevelands Travel & Tourism Industry David Gilbert December 12, 2012 Remain separate entities 12 6 ECONOMIC IMPACT $385
M 2012 201 3 201 4 201 5 12 National Events
National Senior Games Gay Games + Three NCAA Championship Events NCAA Mens Basketball Regionals Clevelands Travel and Tourism Industry is a critical driver of Northeast Ohios Economy VISITORS VISITORS SALES SALES
EMPLOYMEN EMPLOYMEN TT TAX TAX REVENUES REVENUES 2011: 14M in Cuyahoga 4th$6.7 largest employer, supports
Contributed billion in direct and 1 to more than County, up 15%inindirect since 2009 11 salaried jobs,activity, generated $886 million in taxes business $1.8 billion in wages up
12% from 2009 $600 TAX EMPLOYMEN TAX VISITORS SALES VISITORS SALES NO TRAVEL & EMPLOYMEN
TT REVENUES REVENUES TOURISM = MORE IN IN TAXES PER CLEVELAND HOUSEHOLD VISITORS VISITORS SALES
SALES EMPLOYMEN EMPLOYMEN TT TAX TAX REVENUES REVENUES More visitors anticipated in 2013 and beyond
$2B IN IN VISITOR-RELATED VISITOR-RELATED DEVELOPMENT DEVELOPMENT UNDERWAY UNDERWAY IN IN NORTHEAST NORTHEAST OHIO OHIO DOWNTOWN VISITORS
EXPECTED TO DOUBL E IN Population of Sweden In 2011-12, Positively Cleveland has redefined and restructured to drive the Travel and Tourism Industry Positively Cleveland is:
An Economic Development Organization dedicated to advancing and advocating for Clevelands travel and tourism industry BOARD RESTRUCTURE STAFF RESTRUCTURE METRICS AND ACCOUNTABILITY
DESTINATION DEVELOPMENT MARKETING SERVICES SALES Partnerships & Administration Insight: Treat the City of Cleveland as a
Branded Product 2012 FOCUS ASSESS THE BRAND PRODUCT IMPROVE THE PRODUCT MARKET THE PRODUCT
MANAGE THE REPUTATION Assess the Product: Research Step 1 PREPAR E $2 FOR CLEVELAN D
CLEVELAND November 2011 Destination Cleveland Tourism Summit Goal: BY GETTING THE COMMUNITY TO PLAN HOW LOOKS ACTS & AS A VISITOR DESTINATION FEELS
November 2011 Destination Cleveland Tourism Summit Outcomes Connectivity + Wayfinding for Visitors First Impressions + Hospitality for Visitors Attraction Bundling +
Packaging for Visitors Locals as Ambassadors to Visitors Public Transportation for Visitors Signature Events for Visitors
Assess the Product: Research Step 2 Target Audiences Leisure Traveler Competitive Markets Business Traveler
Pittsburgh Columbus Milwaukee Cincinnati Meeting Planner Residents Assess the Product: Research Step 2 Major Research Conducted:
TNS Custom Research Quantitative Perception Study TNS Custom Research Perception Study Focus Groups Watkins Research Group Meeting Planner Study
Longwoods International Brand Image Study Product Research Key Findings Leisure and Business Travelers Drivers of Choice Functional Safe Clean Easy to get around Emotional A fun place for a vacation
An exciting travel destination Popular with vacationers Product Research Key Findings Leisure and Business Travelers Key Findings Perceptions of safe, clean and friendly are driven by street lighting, green spaces and the presence of law enforcement Product Research Key Findings Leisure and Business Travelers
Key Findings Clevelands image as a visitor destination has defaulted to bluecollar sports and rock and roll images Product Research Key Findings Leisure and Business Travelers Key Findings Significant communication gap: perception does not match reality Cleveland needs to join the conversation
Product Research Key Findings Meeting Planners Drivers of Choice Functional: Designed to Work Emotional: Staffed to Serve Convention Facilities Convention Services
Hotels Safe & Secure Easy to get to Great Convention City Easy accessibility within the Superior CVB/DMO city
Product Research Key Findings Meeting Planners Key Findings Cleveland is ranked at the bottom of meeting planners top 46 meetings/conventions destinations Product Research Key Findings Meeting Planners Key Findings Low rankings are primarily due to lack of knowledge about Cleveland as a
meetings/conventions destination Product Research Key Findings Meeting Planners Key Findings There is a communication gap for Cleveland as a meetings/ conventions destination Product Research Key Findings Residents Drivers of Satisfaction
Functional Affordable Safe Clean Emotional Is a good place for family and kids Is a place I would recommend to visitors Is a place I am proud to live Product Research Key Findings
Residents Key Findings Residents are the third most used resource for planning a leisure trip Product Research Key Findings Residents Key Findings Residents are pretty satisfied with the quality of life they have in Cleveland due primarily to its affordability
Product Research Key Findings Residents Key Findings Only 34% of Cleveland residents surveyed said they would recommend Cleveland to visitors Product Research Key Findings Residents Key Findings Residents need to explore the new Cleveland attractions to recommend
the city to visitors Travel & Tourism Industry Actions Local Perception Campaign Engage suburban community leaders Offer more opportunities for residents to try the Cleveland product Improved Visitor Hospitality Residents as Ambassadors Program Frontline Staff Training Program Resident Activation
Travel & Tourism Industry Actions Wayfinding and Connectivity Initiative Contracting a study with International Wayfinding firm, Applied Wayfinding Information Design Physical Improvements to Streetscapes Contracting with Land Studio to define streetscape improvements to visitor corridors
Best-in-class customer information Integration of social media, technology, and services to provide real time information to visitors Destination Development Travel & Tourism Industry Actions Destination Brand Contracting with a national and local agency to develop a unique, authentic and
compelling destination brand message that will improve perceptions of Cleveland Brand Development Introducing Seamless Cleveland Brand and destination development will improve the perceptions of Cleveland as a visitor destination and ultimately will increase its economic impact Brand
Product Information Legibility & Wayfinding Consistent and inspiring messages and visuals for Cleveland Get visitors the right information at the right time
Improve curb-appeal in visitor corridors and improve visitor services Guide visitors around the city in the easiest and quickest way possible Seamless CLE Travel & Tourism in Cleveland: Building an Industry
David Gilbert 216.875.6600 Questions? Thoughts? David Gilbert 216.875.6600
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