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Driving Cleveland’s Travel& Tourism Industry
David GilbertDecember 12, 2012
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Remain separate entities
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126
EVENTS2000-2012
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ECONOMIC IMPACT
$385M
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2012 2013
2014
2015
12 National Events
National Senior Games
Gay Games + Three NCAA Championship Events
NCAA Men’s Basketball Regionals
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Cleveland’s Travel and Tourism Industry is a
critical driver of Northeast Ohio’s Economy
VISITORS
2011: 14M in Cuyahoga County, up 15% since 2009
$6.7 billion in direct and indirect business activity, up12% from 2009
SALESEMPLOYMEN
TTAX
REVENUES
4th largest employer, supports 1 in 11 salaried jobs, generated
$1.8 billion in wages
Contributed to more than $886 million in taxes
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VISITORS SALESEMPLOYMEN
TTAX
REVENUESNO TRAVEL & TOURISM
IN CLEVELAND
=$600
MORE IN TAXES PER
HOUSEHOLD
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VISITORS SALESEMPLOYMEN
TTAX
REVENUES
More visitors anticipated in 2013 and
beyond
$2BIN VISITOR-RELATED
DEVELOPMENT UNDERWAY IN
NORTHEAST OHIO
DOWNTOWN VISITORS EXPECTED TO
DOUBLEIN
2013
Population of Sweden
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In 2011-12, Positively Cleveland has
redefined and restructured to drive the
Travel and Tourism Industry
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Positively Cleveland is:
An Economic Development Organization dedicated to
advancing and advocating for Cleveland’s travel and
tourism industry
BOARD RESTRUCTURE
STAFF RESTRUCTURE
METRICS AND ACCOUNTABILITY
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SA
LES
SE
RV
ICE
S
MA
RK
ETIN
G
DE
STIN
ATIO
N
DE
VE
LOPM
EN
T
Partnerships & Administration
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Insight:
Treat the City of Cleveland as
a
ASSESS THE BRAND
PRODUCT
IMPROVE THE PRODUCT
MARKET THE PRODUCT
MANAGE THE REPUTATION
2012 FOCUS
Branded Product
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Assess the Product: Research Step 1
November 2011 Destination Cleveland Tourism Summit Goal:
PREPARE
CLEVELANDFO
R $2B
IN VISITOR-RELATED
INFRASTRUCTURE
BY GETTING THE COMMUNITY TO PLAN HOW
LOOKSACTS &FEELSAS A VISITOR
DESTINATIONC
LEV
ELA
ND
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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
November 2011 Destination Cleveland
Tourism Summit Outcomes
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Assess the Product: Research
Step 2Target Audiences Competitive Markets
LeisureTraveler
Business Traveler
Meeting Planner
Residents
Pittsburgh
Columbus
Cincinnati
Milwaukee
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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
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Leisure and Business Travelers
Drivers of Choice
Product Research Key Findings
Functional Emotional
•Safe •Clean•Easy to get around
•A fun place for a vacation•An exciting travel destination•Popular with vacationers
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Leisure and Business Travelers
Key Findings
Product Research Key Findings
Perceptions of safe, clean and friendly are driven by street lighting, green spaces and the presence of law enforcement
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Leisure and Business Travelers
Key Findings
Product Research Key Findings
Cleveland’s image as a visitor destination has defaulted to blue-collar sports and rock and roll images
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Leisure and Business Travelers
Key Findings
Product Research Key Findings
Significant communication gap: perception does not match reality—Cleveland needs to join the conversation
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Meeting Planners
Drivers of Choice
Product Research Key Findings
Functional:Designed to Work
Emotional:Staffed to Serve
•Convention Facilities•Hotels•Easy to get to •Easy accessibility within the city
•Convention Services•Safe & Secure•Great Convention City•Superior CVB/DMO
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Meeting Planners
Key Findings
Product Research Key Findings
Cleveland is ranked at the bottom of meeting planners’ top 46 meetings/conventions destinations
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Meeting Planners
Key Findings
Product Research Key Findings
Low rankings are primarily due to lack of knowledge about Cleveland as a meetings/conventions destination
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Meeting Planners
Key Findings
Product Research Key Findings
There is a communication gap for Cleveland as a meetings/conventions destination
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Residents
Drivers of Satisfaction
Product Research Key Findings
Functional Emotional
•Affordable•Safe •Clean
• Is a good place for family and kids
• Is a place I would recommend to visitors
• Is a place I am proud to live
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Residents
Key Findings
Product Research Key Findings
Residents are the third most used resource for planning a leisure trip
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Residents
Key Findings
Product Research Key Findings
Residents are pretty satisfied with the quality of life they have in Cleveland due primarily to its affordability
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Residents
Key Findings
Product Research Key Findings
Only 34% of Cleveland residents surveyed said they would recommend Cleveland to visitors
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Residents
Key Findings
Product Research Key Findings
Residents need to explore the new Cleveland attractions to recommend the city to visitors
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ResidentActivation
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
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Destination Development
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
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Brand 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
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IntroducingSeamless Cleveland
Brand and destination development will improve the
perceptions of Cleveland as a visitor destination and
ultimately will increase its economic impact
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Brand
Information Legibility & Wayfinding
ProductConsistent 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
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Seamless CLE
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Travel & Tourism in Cleveland:
Building an Industry
David Gilbert216.875.6600
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Questions? Thoughts?
David Gilbert216.875.6600