Driving Cleveland’s Travel & Tourism Industry David Gilbert December 12, 2012

Remain separate entities

126 EVENTS EVENTS

ECONOMIC IMPACT $385M ECONOMIC IMPACT $385M

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, up 12% from 2009 SALES EMPLOYMENT TAX REVENUES 4 th largest employer, supports 1 in 11 salaried jobs, generated $1.8 billion in wages Contributed to more than $886 million in taxes

VISITORS SALES EMPLOYMENT TAX REVENUES NO TRAVEL & TOURISM IN CLEVELAND NO TRAVEL & TOURISM IN CLEVELAND = = $600 MORE IN TAXES PER HOUSEHOLD $600 MORE IN TAXES PER HOUSEHOLD

VISITORS SALES EMPLOYMENT TAX REVENUES More visitors anticipated in 2013 and beyond $2B IN VISITOR-RELATED DEVELOPMENT UNDERWAY IN NORTHEAST OHIO DOWNTOWN VISITORS EXPECTED TO DOUBLE IN 2013 Population of Sweden

In , 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

SALES SERVICES MARKETING DESTINATION DEVELOPMENT 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 CLEVELAND FOR $2B IN VISITOR-RELATED INFRASTRUCTURE BY GETTING THE COMMUNITY TO PLAN HOW LOOKS ACTS & FEELS AS A VISITOR DESTINATION CLEVELAND

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 2 Target AudiencesCompetitive Markets Leisure Traveler 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 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

Resident Activation Resident Activation 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

Introducing Seamless 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 Product Consistent 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 Gilbert

Questions? Thoughts? David Gilbert