Georgia chamber of commerce tourism and entertainment committee
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Georgia Chamber of Commerce Tourism and Entertainment Committee. Listening Session: Georgia Travel. August 29 , 2012. The Backdrop .

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Georgia Chamber of Commerce Tourism and Entertainment Committee

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Georgia chamber of commerce tourism and entertainment committee

Georgia Chamber of CommerceTourism and Entertainment Committee

Listening Session: Georgia Travel

August 29, 2012


The backdrop

The Backdrop

  • During the past 12 – 14 months several tourism industry execs and groups have been exploring the possibilities and continuing previous discussions about creating a unified, comprehensive “voice” for tourism in Georgia – one that would connect the entire “supply chain” of industry groups


What we re up against do tourism dollars pay off ajc front page august 6 2012

What We’re Up Against . . .“Do Tourism Dollars Pay Off?”AJC Front Page August 6, 2012

  • “Local governments and tourism agencies lack reliable data to determine whether marketing efforts offer enough return on investment”

  • “Communities should push for better measurements and more oversight”

  • “Metro cities can’t tell how much bang for the buck they get to pull in visitors”


The task force

The Task Force

  • Larry Cooper – Cooper Transportation

  • Bill Donahue – Lake Lanier Islands Dev. Auth.

  • Joel Meyer – Little St. Simons Island

  • Sean McGinnis – Atlanta Magazine Custom Media

  • Spurge Richardson – Atlanta CVB (retired)

  • Barry White – Augusta CVB

  • Mike Williams – Lake Lanier Islands (Chair)


How did we get here

How did we get here?

  • Years ago

    • The industry relied on TDAG

  • Last Year

    • GA Chamber & Chris Clark led a series of discussions

  • This Year

    • Is there a need to pursue a unified voice for tourism and how do we fill that void?


What exactly do we want to accomplish

What exactly do we want to accomplish?


Purpose mission

Purpose & Mission

  • To leverage the collective strength of those who benefit from tourism and grow their business beyond what they can do individually; thereby, strengthening Georgia’s economy through creating and sustaining jobs and increasing private and public sector revenue


Two strategic priorities

Two Strategic Priorities

  • To secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination


Two strategic priorities1

Two Strategic Priorities

  • Secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination

  • Advocate on behalf of all travel and tourism sectors by facilitating coalitions and partnerships between industry partners that benefit from visitor expenditures across the public and private sectors


1 priority increased funding for marketing georgia

#1 Priority: Increased Funding for Marketing Georgia

  • Why?

    • Florida: $38 million

    • Tennessee: $12 million

    • Alabama: $11.2 million

    • South Carolina: $10.5 million

    • North Carolina: $10.1 million

    • Georgia: $6.7 million

Source: FY 2012 Budgets


1 priority increase funding for marketing georgia

#1 Priority: Increase Funding for Marketing Georgia

  • Why?

    • Michigan: $25 million

    • Virginia: $17.3 million

    • Connecticut: $15.9 million

    • Wisconsin: $15.1 million

    • Kentucky: $11.8 million

    • Missouri: $10.2 million

    • Ohio: $10 million (proposed)

    • West Virginia: $7.3 million

    • Georgia: $6.7 million


1 priority increase funding for marketing georgia1

#1 Priority: Increase Funding for Marketing Georgia

  • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic impact of tourism


1 priority increase funding for marketing georgia2

#1 Priority: Increase Funding for Marketing Georgia

  • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism

  • Create awareness of the economic benefits created by the tourism industry


1 priority increased funding for marketing georgia1

#1 Priority: Increased Funding for Marketing Georgia

  • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism

  • Create awareness of the economic benefits created by the tourism industry

  • Serve as an advocate for the tourism industry on policy issues at the local, state, and federal levels and provide public policy support to tourism industry partners


2 advocate on behalf of tourism industry

#2: Advocate on behalf of tourism industry

  • Why?

    • Travel and tourism is a powerful economic engine

    • 5th largest employer in the state

    • Not an expense, an investment with a return

    • There is a void – a “voice” for a unified travel and tourism doesn’t exist

    • No one else is doing it or charged to do it


2 advocate on behalf of tourism industry1

#2: Advocate on behalf of tourism industry

  • Support increased industry partner participation at the Governor’s Tourism Conference


2 advocate on behalf industry

#2: Advocate on behalf industry

  • Support increased industry partner participation at the Governor’s Tourism Conference

  • Support Tourism Day at the Capitol


Benefits

Benefits

  • Education - ensure that tourism is recognized as essential to the economy, image and well-being of Georgia. Audiences include:

    • Policy makers (local and state)

    • Opinion leaders and Influencers

    • Members, Partners, and Media


Benefits1

Benefits

  • The ability to partner with a broad spectrum of organizations that benefit from travel and tourism

  • A collective voice advocating the benefits of travel in general, not just industry specific sectors

  • There is strength in numbers


Benefits2

Benefits

  • Assist industry specific organizations and departments by supplementing their public policy and educational efforts

  • Provide a broader representation and support of tourism through stronger coalitions, partnerships and alliances


Benefits3

Benefits

  • More visitors resulting in:

    • Increased visitor spending related tax revenue

    • Supporting existing jobs

    • Creating new jobs


How will this be accomplished

How will this be accomplished?


A new organization

A new organization

The Georgia Travel Association


Or simply

Or Simply. . .

“Georgia Travel”


Proposed organizational structure

Proposed organizational structure

  • Affiliate of the GA Chamber of Commerce

  • Board of Directors

  • Funded by Members

  • Executive Director who reports to the Chamber CEO and BOD


Ga chamber affiliate

GA Chamber Affiliate

  • GA Travel

  • Advocate and educate

  • Set organizational and staff objectives

  • Hire, fire, evaluate the Director

  • Spokesperson for the industry

  • Fundraising

  • Chamber

    • Lobbying

    • Administrative support

    • D&O Insurance

    • Office space

    • Accounting

    • Employee benefits

    • Start up services

    • Assist fundraising


Membership

Membership

  • Primary beneficiaries of visitor expenditures

    • Hotels

    • Restaurants

    • Retail

    • Transportation

    • Arts and entertainment

    • CVBs

    • Attractions

  • Non-traditional


Membership1

Membership

  • Cornerstone

    • Corporations

  • Partner associations

    • GACVB, GHLA, GRA, Transportation, Retail, Arts, Sports Councils

  • General members


Board of directors

Board of Directors

  • Cornerstone members

  • Partner association members

    • GACVB, GHLA, GRA, Transportation, Retail, Arts

  • GA Chamber CEO

  • GDEcD designee (ex-officio)


Membership investment

Membership investment

  • Seek 3 year commitments

    • Cornerstone (10 at $15,000 each)

    • Partner associations (5 at $5,000 each)

    • General members (45 at $1,500 each)

  • Annual budget = $242,500


Proposed timeline

Proposed Timeline

  • May 2012 - presented to GA Chamber Tourism & Ent. Committee and received support to move forward

  • July 2012 - presented to GA Chamber CEO and received support to move forward

  • August 2012 - received support from GDEcD

    • Present to industry at Governors Conference and seek support to move forward

    • Meet with industry assocs. GACVB, GHLA, GRA

  • Fall 2012 - collateral, mission and benefit statements

    • membership recruitment and fundraising


Action items next steps

Action Items / Next Steps

  • Identify and organize an implementation & membership task force

  • Identify initial investors and obtain commitment


Purpose mission1

Purpose & Mission

  • Strengthen Georgia’s tourism industry through increased and sustained funding for marketing, thereby driving increased visitor expenditures, which leads to an enhanced tourism economy by creating and sustaining jobs and increasing private and public sector revenue


Strategy

Strategy

  • Secure additional investment for marketing

  • Unite all travel and tourism sectors


Discussion and questions

Discussion and Questions


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