GO THE EXTRA MILE

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GO THE EXTRA MILE! Denvers New
Hospitality Program
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Go the Extra Mile!

• VISION

• Exceptional hospitality is a way of life in
  Denver. Visitors leave with positive memorable
  experiences to share and the desire to return to
  our city.

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Go the Extra Mile!

• WHY?

• Exceptional customer service is key to continued
  success in conventions and leisure tourism
• Tourism generates economic impact
• Tourism maintains and creates jobs

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Go the Extra Mile!
HOW? Research Planning

• 7 Focus Groups with Industry Segments
• Restaurants
• Attractions Retail
• Transportation Airport
• Venues Services
• Hotels GMs Staff
• Front Line Staff
• 100 Surveys Employees Managers
• 18 Individual Interviews - Industry Leaders
• Best Practices from other U.S. cities
• Core Team Planning Session

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Go the Extra Mile!
WHAT? Emerging themes
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Go the Extra Mile!
WHO? Key Segments

• Hotels and Lodging
• Restaurants
• Attractions Retail
• Transportation
• Venues Services
• Airport

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Go the Extra Mile!
GO THE EXTRA MILE! Next Steps

• Training Education
• Build on Discover Denver Tour Training
  (more frequent, tourism convention
  updates, whats new)
• Road Shows
• Customization by industry segments
• Video for orientations and training
• Train the Trainer Program
• Potential Certification and Advanced Training
• Elevator Pitch to sell Denver

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Go the Extra Mile!
GO THE EXTRA MILE! Next Steps

• Communication Collaboration
• Leadership Team Task Force
• Monthly Whats New (print and email)
• Easy Reference Guide (convention calendar,
  resources)
• Go the Extra Mile Microsite
• PR Media
• Blue Bear Mascot
• Educational Community Partners

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Go the Extra Mile!
GO THE EXTRA MILE! Next Steps

• Rewards Recognition
• Ongoing Rewards Recognition
  (monthly prizes, media exposure)
• Choice in Rewards
• Experience Denver Prizes
  (attractions, venues, restaurants)
• Secret Shopper Program
• Annual Event to salute front line staff

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Go the Extra Mile!
KEYS TO SUCCESS Go the Extra Mile must

• Capitalize on the Mayors passion for the vision
• Be ongoing sustainable
• Have top-down leadership support
• Collaborate with industry partners
• Recognize cultural diversity
• Be flexible to fit all segments needs
• Provide meaningful rewards for excellence
• Build knowledge pride
• Be engaging and fun

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Go the Extra Mile!
Go the Extra Mile is Not a Program. Its
a Way of Life in Denver!