Destination Visioning and Strategic Planning PresentationPinellas County Tourism Tuesday, September 12, 2000 Pinellas County Board of County Commissioners
Presentation Outline 1. Overview of study results to date(methodology employed, main findings and conclusions on destination visioning and industry planning) 2. Study outcomes(new directions, and actions required to finalize destination visioning process) 3. Discussion(questions and responses)
Process Undertaken in the Development of the Pinellas County Destination Vision • 12 visioning sessions with some 300 participants, chaired by Commissioner Parks, were held in five representative areas of the county during April to June 2000 • Workshop discussions focused on current/future community values and guidelines, key tourism strengths, and destination imagery and positioning • Most attention was devoted to identifying and deliberating on the primary elements of a tourism destination vision of Pinellas County in 2010
Process Undertaken in the Development of the Pinellas County Destination Vision • Specifically many distinct comments were offered on the following components of the destination vision as it pertains to the practice of destination management: # of Responses
Process Undertaken in the Development of the Pinellas County Destination Vision • An electronic survey to session participants was also initiated during late July to gather further feedback on personal visions of tourism in Pinellas County plus views on vision barriers, critical factors for success, and initial destination strategic goal setting • In addition, visitor focus group discussions, moderated by Research Data Services, were held from March to June 2000 to acquire directly from tourists in Pinellas County their opinions and views on visitor product experience • Given the above, various preliminary versions of a Pinellas County destination vision were formulated, along with six associated experiential area themes, and a proposed CVB vision statement, which were presented and discussed at a mid-August visioning participant follow-up session.
Conclusions on Pinellas County Destination Values and Guiding Principles 1. High quality lifestyle(family, work and play within a community atmosphere) 2. Strong sports, arts and cultural inheritance(volunteer-based, family-oriented and children-friendly) 3. Beach community and environmental focus(unique seaside, small towns, resort cities in unison with nature pursuits)
Proposed Pinellas County Destination Vision Statement In 2010 Pinellas County is the premier beach resort destination in the world. With twenty-four distinctively-themed communities on Florida’s Gulf of Mexico, the county is recognized for its varied, affordable and relaxing visitor experiences. Richly blessed with a complement of year-round attractions, events and entertainment venues for visitors and residents alike, the county prides itself in sharing a unique blend of arts and cultural activities, sports and outdoor recreation, history and heritage, and parks and ecotourism pursuits all within an urbanized setting.
Proposed Pinellas County Destination Vision Statement Cont’d Increasing international visitors and strong repeat patronage of US visitors on family vacations, special interest trips and meetings business are apparent. The high brand awareness of Florida’s Beach and the completion of an innovative intermodal public transit system, including the expansion of the St. Petersburg/ Clearwater airport as an international charter hub, the redevelopment of the St. Petersburg cruise port and Clearwater seaport, and the designation of high-volume, aesthetic travel corridors have yielded excellent accessibility and visitor praise.
Proposed Pinellas County Destination Vision Statement Cont’d Renowned for its county-wide Pinellas Trail, award-winning beaches, internationally recognized cultural museums, sports, attractions and recreation, and its high quality lifestyle, the citizens of Pinellas County celebrate their inheritance and future prosperity by understanding and encouraging tourism.
Pinellas County Destination VisionCriteria to Measure Vision Attainment Standard Measurement 1. High Visitor Satisfaction Above 90% survey rating on visitor reception and industry education/training investment 2. Strong Resident Acceptance Above 85% survey rating on resident attitudes and opinions 3. Top Award-Winning Beaches Beach quality surveys and international program recognition 4. Easy Accessibility Intermodal public transit options and designated visitor corridors 5. Sustainable Visitor Counts Minimal seasonality
Pinellas County Destination VisionCriteria to Measure Vision Attainment Standard Measurement 6. Experience Affordability Above 90% survey rating on visitor value for money 7. Attraction Maintenance Numbers, scope and quality of and New Development product/service activities rating 8. Support of Local Government Visitor-friendly policies and CVB product/marketing investment program 9. Adequacy of Marketing Funding Lodging tax volume and annual increases 10. Integrated Destination Plan On-going strategic visitor marketing and product development research and planning
Proposed St. Petersburg/Clearwater Area CVB Vision Statement The St. Petersburg/Clearwater Area Convention & Visitors Bureau (SP/CCVB) is the recognized leader of an integrated and influential tourism destination team representing twenty-four communities and adjacent areas in Pinellas County. The SP/CCVB has a high level of community awareness and strong partnerships with business, government and resident constituencies in its role as destination marketer and manager.
Challenges to the Realization of the Pinellas County Destination Vision 1. Becoming a winning destination team(partnerships among county/community governments, tourism authorities and industry, and residents) 2. Initiating and completing an innovative intermodal public transit system(all modes of travel and designated high-volume, aesthetic, signage-friendly road corridors) 3. Providing quality tourism/hospitality education and training(service industry hosting and resident awareness)
Challenges to the Realization of the Pinellas County Destination Vision 4. Ensuring adequate financial resources for marketing to priority persuadable visitor segments(leisure special interest and convention business groups) 5. Enhancing and upgrading the destination product mix(accommodation, food service, retail and entertainment facilities, services and events) 6. Growing sustainable tourism(maintenance of unique experiences and conservation/preservation mindset)
Critical Factors for Pinellas County Successful Destination Vision Development 1. Higher profile of visitor industry importance(understanding of tourism by local residents and lifestyle implications) 2. A need for a fully endorsed destination plan(research-based, well-funded and consensus driven on marketing and product development initiatives) 3. Further development of co-op/partnership marketing programs(CVB with industry sectors and communities)
Critical Factors for Pinellas County Successful Destination Vision Development 4. Greater emphasis on technology application to visitor communications(electronic external marketing and local visitor servicing) 5. Consistent product development/redevelopment investment guidelines(infrastructure/superstructure zoning, uniform themed signage, building codes, right-of-way/easements, and related ordinances) 6. Proper positioning of Florida’s Beach experiences(on-going CVB and community understanding and agreement)
Destination Planning In Progress S T R A T E G I C Destination Vision(values and guidelines) CVB Vision 10 years CVB M I S S I O N Destination Management Goals 3–10 years T A C T I C A L Situation Analysis(challenges and CSFs) Strategy Positioning Destination Plan Destination Management Objectives 1–2 years
Recommended Initiatives for the Successful Development of Pinellas County Tourism 1. The Pinellas County Board of County Commissioners and the Tourism Development Council to approve the adoption of the industry prepared destination and CVB vision statements. 2. The Pinellas County Board of County Commissioners establish a 2010 Tourism Vision Task Force, under the direction of Commissioner Parks, to advise and assist in the implementation of the activities required to achieve the destination vision, in conjunction with the St. Petersburg/Clearwater Area CVB and TDC.
Recommended Initiatives for the Successful Development of Pinellas County Tourism 3. Given the receipt of the Destination Visioning and Strategic Planning final report documenting all findings, conclusions and recommendations, the St. Petersburg/Clearwater Area CVB to prepare an integrated Strategic Destination Plan, including marketing and product development components for implementation over the period of 2001–2004.
Recommended Initiatives for the Successful Development of Pinellas County Tourism 4. Recognizing the importance of tourism to the county’s economy, the newly constituted Pinellas County Board of County Commissioners in early 2001, consider the introduction of a one-day Board orientation forum on the State of the Tourism Industry in Pinellas County with discussions and positions presented on past accomplishments, the last two years of destination planning activities, new challenges and future destination opportunities.
Destination Visioning and Strategic Planning PresentationPinellas County Tourism Discussion Questions and Responses