Driving Cleveland’s Travel& Tourism Industry

David GilbertDecember 12, 2012

Remain separate entities

126

EVENTS2000-2012

ECONOMIC IMPACT

$385M

2012 2013

2014

2015

12 National Events

National Senior Games

Gay Games + Three NCAA Championship Events

NCAA Men’s Basketball Regionals

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

VISITORS SALESEMPLOYMEN

TTAX

REVENUESNO TRAVEL & TOURISM

IN CLEVELAND

=$600

MORE IN TAXES PER

HOUSEHOLD

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

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 Cleveland’s travel and

tourism industry

BOARD RESTRUCTURE

STAFF RESTRUCTURE

METRICS AND ACCOUNTABILITY

SA

LES

SE

RV

ICE

S

MA

RK

ETIN

G

DE

STIN

ATIO

N

DE

VE

LOPM

EN

T

Partnerships & Administration

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

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

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

Assess the Product: Research

Step 2Target Audiences Competitive Markets

LeisureTraveler

Business Traveler

Meeting Planner

Residents

Pittsburgh

Columbus

Cincinnati

Milwaukee

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

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

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

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

Leisure and Business Travelers

Key Findings

Product Research Key Findings

Significant communication gap: perception does not match reality—Cleveland needs to join the conversation

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

Meeting Planners

Key Findings

Product Research Key Findings

Cleveland is ranked at the bottom of meeting planners’ top 46 meetings/conventions destinations

Meeting Planners

Key Findings

Product Research Key Findings

Low rankings are primarily due to lack of knowledge about Cleveland as a meetings/conventions destination

Meeting Planners

Key Findings

Product Research Key Findings

There is a communication gap for Cleveland as a meetings/conventions destination

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

Residents

Key Findings

Product Research Key Findings

Residents are the third most used resource for planning a leisure trip

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

Residents

Key Findings

Product Research Key Findings

Only 34% of Cleveland residents surveyed said they would recommend Cleveland to visitors

Residents

Key Findings

Product Research Key Findings

Residents need to explore the new Cleveland attractions to recommend the city to visitors

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

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

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

IntroducingSeamless Cleveland

Brand and destination development will improve the

perceptions of Cleveland as a visitor destination and

ultimately will increase its economic impact

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

Seamless CLE

Travel & Tourism in Cleveland:

Building an Industry

David Gilbert216.875.6600

Questions? Thoughts?

David Gilbert216.875.6600