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RESEARCH FOR CVBS. Presented by Lauren Schlau, Principal Lauren Schlau Consulting October 19, 2002. WHY CVBs CONSIDER RESEARCH. Every bureau has some outside funding…funders & boards want to know how CVB is spending allocations; return on investment; effectiveness in meeting goals.
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RESEARCH FOR CVBS Presented by Lauren Schlau, Principal Lauren Schlau Consulting October 19, 2002
WHY CVBs CONSIDER RESEARCH • Every bureau has some outside funding…funders & boards want to know how CVB is spending allocations; return on investment; effectiveness in meeting goals. • CVB management needs to assess CVB effectiveness. • Public entities want reassurance that public funds are justified (many competing demands). • Members want to feel that investment is justified. • A crisis erupts. (eeek!) What else can we add to this list??
WHAT RESEARCH CAN TELL YOU • Research may be considered ancillary to cvb operations but…what do you do when you need to know… • The effectiveness of cvb programs, promotions, marketing efforts? • Where to place media? • Your visitors’ demographics? • The impact of visitor spending in the area? • Visitor satisfaction with the destination or cvb services? What else can we add to this list?
What Research Can’t Do • Solve all problems, answer all questions • Predict or prevent unexpected questions that may arise • Settle all disputes • Make everyone happy (sorry) : - (
WHAT ARE YOUR RESEARCH CHOICES? • Do It Yourself – totally in-house • Manage the process – hire for specific parts • Call a research professional
When D-I-Y Works • Market research of available secondary resources (journals, books, web, publications) • Studies with small number of respondents • Surveying from internal sources, e.g. visitor inquiries to “800” line or website • Seeking informational or for a study that doesn’t need a “projectable” statistically representative sample • Staff is available who can complete all aspects • No budget
When to Hire for Parts of the Study • To fill-in expertise to support staff capability • A small budget is available • An outside third party is needed for certain tasks for objectivity or capability
When to Call an Outside Researcher • A large study sample • A study that needs a statistical reliability • You need an objective third-party for credibility and verification • Sufficient budget is available • You need expertise not found in-house
Types of CVB Research Studies • Destination • Economic & Fiscal Impacts of Tourism to Advertising Conversion • Market Demographics/segmentation • Visitor Satisfaction • Organizational Planning – mission, vision, goals, strategic plans • Destination / Infrastructure Development What else can we add to this list??
Elements of Economic Impact • Statement of need/basis for study and desired outcomes • Questionnaire including demographics, trip behaviors, and spending • Survey methodology (on-site, phone, mail, etc) • Economic impact model (or a good economist!) • Detailed data tables (with cross-tabs) • Written Results (a report and/or public presentation)
Example - Destination Economic Impact Study • The Santa Monica CVB has done an impact study every three years since 1983 when established. • Tracks visitor volume and spending growth; contribution of tourism to funders and the community • Provides credibility for operation. • Discerns key changes as they begin to occur. • Helps guide cvb marketing programs & resource allocations. • Garners media coverage
Example – Arts Event Econ Impact Study • LACVB & MOCA impact study of Andy Warhol art exhibit Summer 2002. • Showed economic & fiscal value of arts event to destination. • Captured extensive pre and post media coverage • Showed level return to investors. • Provided attendee demographics to help guide future marketing. • Created visibility and linkages between arts, tourism & community.
What A Good Economic Study Can Do • Provide key data on the size, scope and character of the visitor market. • Discern key changes as they begin to occur. • Credibly describe tourism’s economic and fiscal contributions to funders and the community. • Help guide future cvb programming and resource allocations. • Generate media coverage in study and destination
Ways to Cover CVB Research Costs • Consider research that measures existing programs or can help plan for new programs. • Build-in research as part of overall annual cvb budget. • Educate members/funders of value of on-going research (versus “crisis studies”). • Seek “research partners”, those who benefit from being part of study by asking a question or receiving results. • Spread costs over two fiscal years.
