1. Moving Forward
June 1, 2017
Nebraska Tourism Commission

2. Top Priorities #1 Research Impact of Visitor Expenditures
Visitor Spending
Employment
Earnings
Tax Revenue
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

3. Impact of Visitor Expenditures
$4 billion plus in Visitor Expenditures in 2015
Tax Revenue - $705 million
Employment – 47,400
Without these jobs, Nebraska’s unemployment rate of 3.0% would have been 7.7%
Every million spent by visitors creates 9.7 jobs
Source: US Travel, Nebraska, 2016
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

4. Lodging Tax Performance
Increased continually & consistently
Average annual growth rate of 6.56% from FY10/11
through FY15/16
Outstanding, solid growth
From $3.9 to $6.0p in FY17-18
Outperforming other aspects of economy
Source: Nebraska Department of Revenue; Economic Development
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

5. Top Priorities #1 Research Comprehensive Visitor Study Demographics
Attitudes & Beliefs
Where they like to go
What they like to see & do
Travel habits
Origin markets
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

6. Top Priorities #1 Research
Seasonal Wave Tracking/Marketing Effectiveness
Measure & benchmark awareness
Higher levels drive visitation
Monitor target market performance
Difference in visitation between aware & unaware
Message effectiveness and resonance
Relevant, believable, persuasive
Travel Incidence/ROI by selected markets
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

7. Top Priorities #1 Research Values-based Positioning Strategy
The WHY versus the WHAT
Reflect the DNA & ethos of Nebraska
Tap into values shared with our guests
From visitor’s point of view
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

8. Top Priorities #2 Marketing Out of State Not abandoning in state
Rely and enhance successful Passport program
Increasing visitation from out of state critical to growth
Stay longer and spend more
New money into industry businesses
New money in Nebraska economy
Tourism as a key economic driver
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

9. Top Priorities #2 Marketing Out of State More effective targeting
Identify markets with highest propensity to generate visitation
Analysis and weighting factors:
Travel Guide Requests
Web Traffic Analytics by DMA
Visitation by DMA – MRI
So this research effort was a QUALITATIVE undertaking --- we have all kinds quantitative measures as you saw at the beginning of this presentation ---

10. WHY DESTINATION MARKETING? CATALYTIC IMPACTS OR HALO EFFECT
Long time discussion about which “leads” – business development or tourism development. Honestly, it’s a chicken or an egg kind of thing, but know that people have been curious for years.
From a marketing or sales standpoint, they’re two entirely different propositions. Business development – bringing new businesses to a community – is more a B-B spin; while tourism marketing – attracting visitors to enjoy your area – is truly a consumer-facing effort.
So rather than continuing to squabble, Longwoods Research recently completed a study showing how the image of a destination was lifted by destination marketing efforts…there is significant halo effect of these efforts on many aspects of the community that you wouldn’t maybe readliy guess.

11. A GOOD PLACE TO LIVE

12. A GOOD PLACE TO START A BUSINESS

13. A GOOD PLACE TO START A CAREER

14. A GOOD PLACE TO ATTEND COLLEGE

15. A GOOD PLACE TO RETIRE

16. A GOOD PLACE TO PURCHASE A VACATION HOME
So the bottom line is that Destination Marketing efforts – promotion efforts – positively affect consumer perceptions not only about tourism-related aspects of a destination; but also factors that influence business decisions to relocate there and other quality of life issues like “it’s a good place to live” “start a business” “start a career” “go to college” “retire” and even “buy a vacation home”
It’s clear that destination marketing can set the stage for all kinds of development factors in a community…successful destination marketing efforts can be a catalyst for growth; it’s halo effects can have a positive effect on quality of life factors and community development overall.

18. Thanks! Any Questions? John Ricks Executive Director Nebraska Tourism Commission