Sports Destination Branding

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• Travel Trends Affecting
• Community Travel Development
• Finger Lakes Tourism Alliance
• Waterloo, New York
• Wednesday, March 19, 2008

[phone] mobile byoung_at_youngstrategies.com P
O Box 12600, Charlotte, North Carolina 28220-2600
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• Larry Gustke. Ph.D., NC State University
• Dynamic partnership
• Destination research and strategic planning
• Research for 100 destinations in 26 states
• Small to mid sized communities and states
• Travel industry focused
• National research data and trends analysis
• Writing and speaking

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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2008 CHANGE
It is not the strongest of the species that
survives, nor the most intelligent, but the one
that is most responsive to change. -
Charles Darwin
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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2008 and Beyond
Growth in 2008 finally outpacing 2000 levels-
but it is a completely different world major
traveler behavior change is forcing the travel
industry to reinvent the experience!
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Changing Consumer Behavior

• Twenty years of change (1988)
• CNN was new
• Compact Disc was new cassettes going out
• Few households had a PC
• Internet???
• Balsamic Vinegar and Sushi???
• No frequent flyer miles
• Few luxury hotels
• Few fine dining restaurants
• No securityanywhere
• Videos were predicted to kill going to the movies
• Americans have changedhas your destination?

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Ups and Downs

• Increases in leisure tourism,
• Lodging occupancies are up, BUT
• Decline in visitation to many historic sites
• Decline in attendance to many heritage
  attractions
• Increases decreases at theme parks
• Increase in retail shopping
• Increase in dining
• Isnt soccer going outside?

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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U.S. Domestic Leisure

• Increases in Leisure travel
• As long as the kids are happy
• Respite
• Vacations demanded
• Growth in family travel
• Growth in affinity travel
• Attendance to many attractions is down
• Simplified planning,
• orientation facilitation

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Travel Industry Segments

• Lodging - returned to pre 9/11 levels profits!
• Airlines coming back, profitability mergers
• Cruises growth, growth, growthits easy
• Group Tour rebounding appeals to GenX

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Attractions - Activities

• Challenges
• Decline in attendance to many historic sites and
  museums
• 16,500 museums in U.S.
• 9,000 house museums in U.S.
• Boring vs. engaging
• Desire for less structure
• ½ price ticket then sell food, beverage, retail
• Store, Door More
• FUN

More to doless time to do it
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Consumer Confidence

• Americans are pulling back
• June 07 Feb 08
• 2000 - 2007

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Sophisticated Travelers

• Trading Up
• Truckers drinking lattes
• Trends are changing at a faster rate
• Consumer is more demanding
• Providers of goods and services will have to stay
  on top of rapidly changing trends to survive
• Luxury experiences not for
• the rich alone
• Fine art/craft as souvenirs

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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House Museums

• New or through!
• Hearst Castle worst year in 20 years (USA Today)
• Biltmore Estate best year ever!
• Its not the product
• its the EXPERIENCE
• Requires constant reinvestment

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Biltmore and more
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 1. 2008 Continued growth
• in overall travel tourism revenues
• Americans predicted to take 1,254.6 million
  domestic person trips in 2007, up 2.3 over 2006
  (Source IbisWorld)
• Americans view vacations as an essential part of
  contemporary life (Source YPBR/Y)
• We must learn the new behavior patterns

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 2. Time Poverty drives all trends
• More to doless time to do it
• Expedia survey 1/3 respondents didnt take all
  of their vacation days
• Nearly 50 of all Americans report time poverty
  - report desire for all-inclusive to save time
  (Source YPBR/Y)

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Last Minute Travel

• Who has time to plan anymore?
• Internet
• Visitor centers
• Signage
• Front-line training
• MUST-SEES
• Seeking unique experiences
• Swift inquiry response!

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• Fragile consumer confidence will affect travel
  decisions
• Gas prices frustrate but dont slow us downyet!
• Real Estate downturn causes anxiety.
• Despite increasing costs, seven in 10 U.S. adults
  plan to take a summer vacation this year. Even
  though airline ticket prices are increasing, 60
  of respondents say they'll fly as much as they
  did last summer.
• (Source Expedia.com)

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 4. Traveler frustration
• Too many hassles
• No time to plan
• Airline complaints up up up
• Taxis and car rental
• Hotel check-in, room quality
• Attractions
• Dining

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Generation Y - Millennium

• Age Range 7 - 25
• Came of age at the Millennium
• Optimistic, confident, self assured
• Strong
• Empowered
• Care for others
• Care for environment
• Love to buy enjoy life
• Relate to the War Generation
• 28 U.S. population - 80 million

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 5. Internet 1
• Travel is 1 in Internet use sales
• Expedia survey (April 2007) summer vacation
  planning
• Online travel agency (52)
• Friend/family recommendation (45)
• Travel guide books (25)
• Travel community sites (19)
• Magazines newspapers (19)
• Traditional travel agents (17)
• Convention and Visitor Bureaus (16)

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 6. Geotourism
• -Increased traveler DEMAND for destinations
  that
• gt PROTECT THE AUTHENTICITY
• gt AND GEOGRAPHIC CHARACTER OF PLACE
• gt its environment, culture, aesthetics,
  heritage and the well being of residents.
• 55.1 Million Americans gt sustainable tourists
• (source TIA National Geographic)
• GEOMAPPING maps that are user friendly and
  provide
• geotourism information in the context of a
  scaled road map.
• Center for Sustainable Destinations National
  Geographic Society

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 7. Business Travel Reluctant
  Growth
• Costs up, desire to travel down
• Service complaints up up up
• Unhappy business travelers
• Younger more female
• Cost-contained travel
• On-line deal searching

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• 8. Generational Shifts
• Retiring Boomers
• GenX entering peak spending years
• GenY MGeneration coming of age
• Develop age-appeal products
• Baby Boomers spending
• Affinity groups
• Family groups

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Embrace Change
Baby Boomers 15 more good years GenX is
entering its peak spending years Younger
Generations Are deciders Technophilia
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• Orientation Facilitation critical
• Travelers arriving with no plans
• Time Poverty drives the need
• CRITICAL COMPONENTS
• - Gateways
• - Directional Signage
• - Visitor Centers (Thurs Sun critical)
• - Kiosks
• - Front-line training
• - Padded maps everywhere

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Orientation Facilitation
Visitors Centers Sales Centers
Gateways that create a sense of place A unique
destination
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Top Ten Trends for 2008

• A New Travel Era
• Changing Generation groups NEW traveler
  expectations
• Transumers consumers in transition
• - airports with shopping malls
• - retail in lodging rooms
• - Visitor centers as heritage centers
• - overnights at historic sites

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Other Trends
Traveling with pets (14 of all Americans)
Safety Security always an issue Team sports
huge growth long term Diverse family
grandparents more Nature travel Family reunion
growth Huge Growth in RV Travel
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Destination Challenge
The definition of vacation has
changed (Go/See/Do vs. Chill
Immerse) Travelers looking to escape Short
getaways Year round travel Search for meaning
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Destination Marketing Positioning

• Your Best Shot at Success
• Position your destination based on unique
  attributes
• Use research to determine
• marketable assets
• target audiences
• effective messages
• Develop a powerful positioning statement
• Unify all destination marketing messages
• Corporate recruitment
• Leisure
• Convention, meeting, business

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Destination Marketing Positioning

• Elements of Positioning
• Your position in the competitive marketplace
• What is your distinction?
• What makes you unique?
• What sets you apart from others?

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Research Based Marketing Process
Research Based Marketing Process A. Destination
Research and Strategic Plan B. Brochure and
Ads C. PR D. Website e-marketing E. Product
Development/redevelopment F. On-going
Evaluation G. Change ONLY if the
customer/product changes
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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An old but reliable rule..
Market - who are you targeting? Message -
What are you saying? Medium - Where are you
advertising?
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Equity

• Every promotion
• Cant benefit everyone
• equally every time !
• Market segmentation by
• Geographic location
• Type of Visitor (leisure, group, etc.)
• Time of year

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Dont let this happen to you ..

• DONT
• Local politics drive the processmarket to the
  visitor not your civic leaders!
• A generic vanilla positioning to please all
  local constituencies Small Town Friendly
• Civic pride can get in the way Home of
  Pepto-Bismol
• Oversell - Worlds best
• Undersell - Living and working in
• Spend a fortune on logos and image
  packagesmessage is more important!

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Finallyyour best shot at a Brand

• ZEALOUSLY guard the experience
• What makes you unique
• makes you irresistable
• Repeat visits and referrals are gold
• Tomorrows visitor is just like the visitor
  todayknow your customer!

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Finallyyour best shot at a Brand

• Combine coordinate efforts streamline
• Do research for market, message, medium
• Develop a consistent positioning and look
• Focus on your best target segments
• PR is your best friend! (trade publications)
• Stay on top of competition and marketing
• Focus on your customer and expect change

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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TAKE-AWAYS
1. Use research to understand traveler behavior
2. Focus on all open days need periods (slow)
3. Dont try to copy othersfocus on your unique
4. The story is more important than the facts
5. Plan for short attention spans offer options
6. Look for transumer opportunities
7. Broaden the experience through interpretation
8. Pay attention to market segmentation
9. Report successes and research identified ROI
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Walt Disney said
You dont build it for yourself. You ask
the customer, and you build it for them.
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Want to know more?
Berkeley Young, Young Strategies byoung_at_youngstrat
egies.com 704-677-4018 Judy Randall, Randall
Travel Marketing Judy_at_rtmnet.com 704-799-6512
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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So How Much Do You Have?

• Building awareness for your destination is
  expensive
• Destination marketing is increasingly
  competitive
• Multiple messages confuse the customer
• Is it possible to truly BRAND your destination?

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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What is a Brand?
Travel and Tourism is the worlds largest
industry, with some well known brands
Brands that cost millions to create and
build
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Brands for Destinations
How many brands can you name? New
York Virginia Las Vegas Washington,
DC Philadelphia Boston Pittsburgh Chicago
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Brands for Destinations
Is it a brand or a logo?
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Funding

• You have to have to compete
• City / County Budgets
• Dedicated Taxes (meals, lodging, etc.)
• Memberships
• Sponsorships
• Grants
• Contributions
• Every one comes with politics and potential
  animosity within the community.
• BEWARE TURF WARS

704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Lodging Segmentation
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600
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Local Lodging Trends
704.677.4018 www.youngstrategies.com PO
Box 12600, Charlotte, North Carolina 28220-2600