RESEARCH FOR CVBS

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RESEARCH FOR CVBS

• Presented by
• Lauren Schlau, Principal
• Lauren Schlau Consulting
• October 19, 2002

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WHY CVBs CONSIDER RESEARCH

• Every bureau has some outside fundingfunders
  boards want to know how CVB is spending
  allocations return on investment effectiveness
  in meeting goals.
• CVB management needs to assess CVB effectiveness.
  
• Public entities want reassurance that public
  funds are justified (many competing demands).
• Members want to feel that investment is
  justified.
• A crisis erupts. (eeek!)
• What else can we add to this list??

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WHAT RESEARCH CAN TELL YOU

• Research may be considered ancillary to cvb
  operations butwhat do you do when you need to
  know
• The effectiveness of cvb programs, promotions,
  marketing efforts?
• Where to place media?
• Your visitors demographics?
• The impact of visitor spending in the area?
• Visitor satisfaction with the destination or cvb
  services?
• What else can we add to this list?

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What Research Cant Do

• Solve all problems, answer all questions
• Predict or prevent unexpected questions that may
  arise
• Settle all disputes
• Make everyone happy (sorry) - (

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WHAT ARE YOUR RESEARCH CHOICES?

• Do It Yourself totally in-house
• Manage the process hire for specific parts
• Call a research professional

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When D-I-Y Works

• Market research of available secondary resources
  (journals, books, web, publications)
• Studies with small number of respondents
• Surveying from internal sources, e.g. visitor
  inquiries to 800 line or website
• Seeking informational or for a study that doesnt
  need a projectable statistically representative
  sample
• Staff is available who can complete all aspects
• No budget

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When to Hire for Parts of the Study

• To fill-in expertise to support staff capability
• A small budget is available
• An outside third party is needed for certain
  tasks for objectivity or capability

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When to Call an Outside Researcher

• A large study sample
• A study that needs a statistical reliability
• You need an objective third-party for credibility
• and verification
• Sufficient budget is available
• You need expertise not found in-house

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Types of CVB Research Studies

• Destination
• Economic Fiscal Impacts of Tourism to
  Advertising Conversion
• Market Demographics/segmentation
• Visitor Satisfaction
• Organizational Planning mission, vision, goals,
  strategic plans
• Destination / Infrastructure Development
• What else can we add to this list??

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Elements of Economic Impact

• Statement of need/basis for study and desired
  outcomes
• Questionnaire including demographics, trip
  behaviors, and spending
• Survey methodology (on-site, phone, mail, etc)
• Economic impact model (or a good economist!)
• Detailed data tables (with cross-tabs)
• Written Results (a report and/or public
  presentation)

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Example - Destination Economic Impact Study

• The Santa Monica CVB has done an impact study
  every three years since 1983 when established.
• Tracks visitor volume and spending growth
  contribution of tourism to funders and the
  community
• Provides credibility for operation.
• Discerns key changes as they begin to occur.
• Helps guide cvb marketing programs resource
  allocations.
• Garners media coverage

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Example Arts Event Econ Impact Study

• LACVB MOCA impact study of Andy Warhol art
  exhibit Summer 2002.
• Showed economic fiscal value of arts event to
  destination.
• Captured extensive pre and post media coverage
• Showed level return to investors.
• Provided attendee demographics to help guide
  future marketing.
• Created visibility and linkages between arts,
  tourism community.

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What A Good Economic Study Can Do

• Provide key data on the size, scope and character
  of the visitor market.
• Discern key changes as they begin to occur.
• Credibly describe tourisms economic and fiscal
  contributions to funders and the community.
• Help guide future cvb programming and resource
  allocations.
• Generate media coverage in study and destination

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Ways to Cover CVB Research Costs

• Consider research that measures existing programs
  or can help plan for new programs.
• Build-in research as part of overall annual cvb
  budget.
• Educate members/funders of value of on-going
  research (versus crisis studies).
• Seek research partners, those who benefit from
  being part of study by asking a question or
  receiving results.
• Spread costs over two fiscal years.

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Thank You Very Much