Presentation at Pennsylvania Association of Convention & Visitors Bureaus Annual Meeting, DMAI and Americans for the Arts

1. Pennsylvania Tourism Summit
Destination Marketing & the Arts
It’s AND, not OR!
Sametz Blackstone Associates

2.  Randy Cohen, Vice President of Research & Policy
Americans for the Arts
@artsinfoguy @Americans4Arts
 Victoria Isley, Chief Operating Officer
Destination Marketing Association International
@victoriaisley @meetdmai
SPEAKERS

3. Hurrah for Culture!!

4. Pennsylvania…Rich with Arts & Culture!

5. Percentage of 143.3 million U.S. Adult Travelers that Included
Cultural Events on Trips of 50+ Miles (2001)
Any Cultural 65%
(92.7 million)
Historic Site 43% (61.0 million)
Museum 30% (42.6 million)
Live Theatre 23% (32.8 million)
Art Gallery 21% (30.2 million)
Heritage/ Ethnic Festival 20% (29.1 million)
Opera/ Classical Concert 10% (13.7 million)
Dance Perform ance 9% (13.5 million)
Poetry/ Literary Reading 5% (7.0 million)
Film Festival 3% (4.6 million)
Other Concert 19% (27.3 million)
Other Cultural Activity 14% (20.4 million)
0% 10% 20% 30% 40% 50% 60% 70%

6. Time Added to Trip Because of Cultural Activity
(Base=29.6 Million Cultural Travelers Who Added Time)
One extra night
Part of one day 31%
43%
Two extra nights
Three or more 19%
extra nights
7%

8. Nonprofit Arts & Culture Attendees
Spend $27.79 Per Person, Per Event

9. Nonprofit Arts & Culture Attendees
Local vs. Nonlocal

10. Event-Related Spending
Local vs. Nonlocal Audiences

11. Arts Audience Spending in
Pennsylvania Communities
Average Per
Name Local Nonlocal Total
Attendee
Allegheny County $21.87 $17.45 $34.49 $110,867,640
Greater Harrisburg $31.65 $27.03 $56.16 $27,670,193
Lackawanna County $22.23 $20.08 $29.48 $6,246,988
Lancaster $35.74 $29.25 $41.95 $18,042,766
Lehigh Valley Region $26.56 $22.73 $35.91 $100,509,549
Philadelphia $42.84 $19.39 $49.93 $682,684,314
Luzerne County $21.04 $19.77 $25.35 $8,088,241
Somerset County $13.68 $9.95 $19.52 $1,334,396

12. A Growing Percentage of Foreign Visitors
Participate in the Arts While in the U.S.

13. Baltimore Symphony’s
“Rusty Musicians”

14. Opera in the Outfield

15. Library Parking…
Not A Dull Read in Kansas City

16. The Phoenix Dump

17. The Helix by Selena Littler

18. Arts Marketing Destination Award

19. White House Conference on
Tourism (1995)
“All tourism is
cultural tourism!”
-Garrison Keillor

20. Thank You!
www.AmericansForTheArts.org

21.  Randy Cohen, Vice President of Research & Policy
Americans for the Arts
 Victoria Isley, Chief Operating Officer
Destination Marketing Association International
@victoriaisley @meetdmai
SPEAKERS

22. DESTINATION MARKETING
Creates Memories, Communities AND Jobs

23. DMAI OVERVIEW
OUR CAUSE
DMAI protects and advances the success of destination
marketing worldwide.
ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE
DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES
1.1 Professional Development 2.1 At Home 3.1 DMO Members
1.2 Career Development 2.2 In the Meetings Market 3.2 Allied Members/Sponsors
1.3 Peer-to-Peer Networking 2.3 In the Consumer Market 3.3 Leadership/Governance
3.4 Professional Management

24. 600 DMOs Command
$1.5 Billion in Annual Budgets

25. $667 Million Invested
by State Tourism Offices
$1.5 Billion Invested
by DMOs
Source: DMAI, US Travel Association

26. “AND”

27. IS THIS CULTURAL TOURISM?

28. HOW ABOUT THIS?

29. OR THIS? 29

30. OR THIS?

31. DEPENDS UPON THE LENS YOUR
VISITORS ARE LOOKING
THROUGH
31

32. POSTER BOY FOR
CULTURAL TOURISM?
© Sametz Blackstone Associates

33. IN THIS CASE…YES

34. 34

36. CUSTOMER-FOCUSED APPROACH
Know What
They Really
Care About
Know Who
You Really
Are

37. DMOs ARE IN THE INSPIRATION BUSINESS
Create desire & demand for the greatest ROI…
Quantity of visitors (volume)
Quality of visitors (highest yielding…do more, spend
more)

38. This is the
competition

39. FIND COMMON LANGUAGE & GOALS
Fill my _________
Put some skin in Museum
the game Theatre
Gallery
etc
Leverage resources to grow visitation
to destination and attractions

40. KNOW THE DIFFERENCE BETWEEN THE WHY
(MOTIVATION) OF THE TRIP…
and WHAT visitors did while on the trip

41. 1. Destination
2. Duration
3. Transportation
4. Accommodations
5. Activities
DECISION MAKING ORDER
FOR TRIP PLANNING

42. AUTHENTICITY
Of Place &
Of Culture
© Sametz Blackstone Associates

43. Optimum Value Proposition for
Destination Experience
Authentic Unique
Potential differentiators that can’t
Easily be copied by the competition

44. Experiencing the traditional and contemporary
culture, arts, and special character of a place 44

45. AND
NOT OR

46. AND
NOT OR

51. ENGAGEMENT
Personal &
Digital

52. Gen Y and
younger don’t
know life
without the
internet

53. MEDIA MIX CAN INSPIRE DEMAND
MOVE FROM INTEREST TO INTENT
and target nice audiences more efficiently

54. LEVERAGE
IMPACT
Economic &
Experience

55. YOU ARE IN IT TOGETHER

56. DMOs ARE IN THE INSPIRATION BUSINESS
Create desire & demand for the greatest ROI…
and the highest yielding visitor segments

58. DYNAMIC SPEAKERS
JASON DORSEY SALLY HOGSHEAD
The Gen Y Guy Fascinating Brands
30+ SESSIONS
BEST OF PEER NETWORKING &
OUT OF INDUSTRY IDEAS
INDUSTRY AWARDS &
RECOGNITIONS
Arts Destination
Marketing
Award

59.  Randy Cohen, Vice President of Research & Policy
Americans for the Arts
@artsinfoguy rcohen@artsusa.org
 Victoria Isley, Chief Operating Officer
Destination Marketing Association International
@victoriaisley visley@destinationmarketing.org
SPEAKERS