2019 destination marketing...

2019 Destination Marketing Forum

Today’s Presentersin order of appearance

Erin Francis-CummingsPresident & CEO

Destination Analysts

Amir EylonPresident & CEO

Longwoods International

Dan FentonEVP, Global Tourism Director

JLL’s Hotels & Hospitality

Matt ClementVP of Marketing & Business Development

Arrivalist

WELCOME!

DESTINATION ANALYSTSErin Francis-Cummings

Destination Analysts is a market research company that provides the travel industry with a breadth of insight to support the positive economic contribution of tourism to communities.

Public industry work

LOUISVILLEVISITOR STUDY

Custom-designed, uniquely Louisville

Attractions survey

The year ahead

•2,000+ • visitors in-market

10,000s recent visitors

Questions we answer

Louisville Visitors=Louisville customers

Questions we answer

• Who are Louisville’s current customers?

What does Louisville mean to our customers?

Why do they choose Louisville?

Questions we answer

Who are the customers Louisville should target?

Which customer segments will yield the highest economic impact?

Questions we answer

How satisfied are Louisville’s customers with the experience we provide them?

What can be improved in Louisville to align better to customers’ desires?

How can we continue to keep our customers love?

Ongoing reporting

Amir EylonLONGWOODS INTERNATIONAL

• First conducted in 1990, Longwoods Travel USA is the

largest ongoing survey of American travelers.

• Quarterly survey asking respondents about leisure and

business trips they took during the past 3 months

• In 2018, over 325,000 trips in database

2018 Longwoods Travel USA®

9.1

million

Number of overnight trips taken to

Louisville in 2018

• 2.3% increase over 2017

• 6.7% increase since 2014

16.2 million days trips, 2.9%

increase over 2017


$1.366

billion

Total amount spent on overnight trips

to Louisville in 2018

• 4.5% increase from 2017

• 10.6% increase since 2015

2018 day trip spending: $980 million,

3.9% increase from 2017


• Average length of trip including Louisville: 3.4 days

• 2.8 of those days were spent in Louisville

(82% of trip)

• In 2017, the average time in Louisville was only 2.4

days.

• Average travel party size: 2.9

• 80% drove their own vehicles, 16% took a commercial

flight

20%of travelers taking overnight trips to

Louisville in 2018 reside in Kentucky

• Down 8 points from 2014

Ohio residents now make up 15% of

Louisville trips, up 4 points from 2014


20%of overnight trips to Louisville were to

take part in special events

• This was only 11% in 2014

11% of 2018 day trips were primarily

to attend special events


• Tax Revenues

• Business Attraction & Retention

• Workforce Recruitment

• Resident Retention

Matt ClementARRIVALIST

MEASURING THE WAY MEDIA MOVES US

Louisville Tourism| Arrivalist Visitation & Media Introduction

What % of visits to Louisville come from over 250 miles away?

Outside of Kentucky, which 5 US Markets had the most visitation to Louisville in the past 12 months?

•5. Chicago•4. Cleveland•3. Nashville•2. Indianapolis•1. Cincinnati

OK, one more…

Which 5 US Markets (excluding Kentucky) had the highest % of repeat overnight visits to Louisville?

• 5. Chattanooga, TN (18.7%)

• 4. Nashville, TN (22.3%)

• 3. Knoxville, TN (22.8%)

• 2. Evansville, IN (23.6%)

• 1. Terre Haute, IN (26.4%)

Markets with the top % of visitors who made more than 1 trip to Louisville in the last 6 months:

What is Arrivalist?Visitation intelligence driven by mobile location data

How Arrivalist Observes a Visitor to Louisville

January 2Home: New York, NY

April 15Arrives in Louisville

April 16Visits Fourth Street Live

Bulleit Frontier Whiskey

Experience

April 18

We measure the location change of visitors from the moment they leave home, where they visit while in Louisville until finally returning home.

April 22Returns Home

April 15Stays at The Brown Hotel

Smartphone MovementFrom over 120 Million mobile devices

• Always On

• Location data accurate to

30ft

• Sourced from 1000’s of

mobile apps

Visitation(where devices go)

Attribution(the way media influences movement)

• Demographically balanced sample of the U.S.

population

• Privacy law compliant , anonymized data

Reveals Customer

Journeys

Bermuda

BrandUSA

Canada

Chile

Hiroshima

Albuquerque, NM,

USA

California, USA

Los Angeles, CA

Sonoma County, CA

Florida, USA

Charlotte County, FL

Kissimmee, FL, USA

Daytona Beach, FL,

USA (Volusia)

Amelia Island, FL

Fort Lauderdale, FL,

USA

Naples, FL, USA

Universal Studios,

Orlando, FL, USA

Orlando, FL, USA

Space Florida, FL,

USA (Brevard

County)

Sarasota, FL, USA

Pensacola, FL, USA

Palm Beaches, FL

New Smyrna Beach,

FL

Delaware, USA

Colorado, USA

Denver, CO, USA

Estes Park, CO, USA

(Co-Op)

Boulder, CO

Breckenridge, CO,

USA

Texas, USA

Fort Worth, TX, USA

Galveston, TX, USA

San Marcos, TX,

USA

Cedar Park, TX

Dallas, TX

Fredericksburg, TX

South Padre Island,

TX, USA

New Braunfels, TX,

USA

San Antonio, TX,

USA

Houston, TX, USA

Austin, TX, USA

Golden Isles, GA

Gulf Shores, AL,

USA

Howard County, MD,

USA

Idaho, USA

Kansas, USA

Kansas City, KS,

USA (Co-op)

Hutchinson, KS, USA

(Co-op)

Lawrence, KS (Co-

op)

Salina, KS, USA (Co-

op)

Dodge City, KS (Co-

op)

Topeka, KS, USA-

now comp

Kentucky, USA

Lexington,KY, USA

Louisville, KY

Louisiana, USA

Lake Charles, LA

New Orleans, LA,

USA

Memphis, TN, USA

Sevierville, TN, USA

Minnesota, USA

Montana, USA

Nevada, USA

North Carolina, USA

Outer Banks, NC,

USA (Co-Op)

Randolph County,

NC, USA (Co-Op)

Franklin, NC, USA

Asheville, NC, USA

Currituck, NC, USA

Cabarrus County, NC,

USA (Co-Op)

Elizabeth City, NC

North Dakota, USA

Oklahoma, USA

Oklahoma City, OK, USA

Chickasaw Nation, OK,

USA

Oregon, USA

Portland, OR, USA

Central Oregon, OR, USA

Ottawa, ON, CAN

Pennsylvania

Poconos, PA, USA

Phoenix, AZ

Raleigh (Co-Op)

Virginia

Richmond, VA, USA (co-

op)

Williamsburg, VA (Co-Op)

Newport News, VA

Norfolk, VA, USA (Co-Op)

Loudoun County, VA (Co-

Op)

Virginia Beach

Fairfax County, VA (Co-

op)

Alexandria (Co-Op)

Savannah, GA, USA

Tybee Island, GA, USA

SLO CAL

South Dakota, USA

Utah

Park City, UT, USA

Vermont, USA

West Virginia, USA

New River Gorge, WV

(Co-Op)

Southern West Virginia

(Co-Op)

Bellingham/Whatcom

County, WA

Wisconsin, USA

Wisconsin Dells, WI, USA

Chicago, IL

Cincinnati, OH

Butler County, OH

Colombia

Great Lakes Bay, MI

Long Island, NY

Massachusetts

Mohegan Sun, Uncasville,

CT, USA

Ocean City, MD

South Carolina, USA

Myrtle Beach, SC, USA

St.kitts

The Bahamas

A Trusted Name In the Tourism Industry

40States

93Cities

10Major

Attractions

7Years

3Countries

Louisville Visitation ProfileA Look at Visitation to Louisville During the Last 6 Months

How Arrivalist Defines a Visitor to Louisville

• Arrival zone is defined as the city of Louisville, KY

• Any arrival reported must satisfy the following criteria:

• Traveled more than 50 miles from their home location

• Arrived within the arrival zone

• Spent at least 2 hours outside their home in the destination in the destination

• Must return home

Louisville Visitor Profile

Same Day Trips Avg. Length of Stay1-2 Nights

42.3% 45.2% 1 Day, 1 Hr.

34.0% Arrivals

15 Hrs.

66.0% Arrivals

1 day, 5 Hours

January 1, 2019 to June 30, 2019

Date Range: 1/01/2019 – 06/30/2019

Avg. Repeat Trips

In-State Other StatesTop Origin Markets

29%

DMA Trip Share Avg LoS Repeat VisitsLexington 15.5% 14 Hrs. 41.2%

Cincinnati 9.0% 16 Hrs. 32.0%

Indianapolis 8.1% 18 Hrs. 28.0%

Nashville 7.2% 22 Hrs. 30.0%

Evansville 5.9% 16 Hrs. 16.3%

Louisville 4.3% 11 Hrs. 49.0%

Bowling

Green3.8%

15 Hrs. 40.4%

Cleveland 2.7% 1 Day 29.9%

Chicago 2.5% 1 Day, 14 Hrs. 13.2%

Columbus,

OH2.4%

1 Day, 2 Hrs. 23.6%

12.4%

3+ Nights

Top 20 Out of State Markets by Hour

Date Range: 1/01/2019 – 06/30/2019

16.418.4

22.5

16.2

23.6

38.1

26.7

30.7

23.6

20.4

23.7

38.4

30.232.5

17.0

40.8

32.3

25.0

45.8 45.3

Hours In Louisville

24 hours

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

Arrival Days Where 3+ Nights Were Spent in Louisville

Trend-Spotting: Which Events Encouraged Longer Stays?

Week of April 1st

At the KY Expo Center:

JVA Volleyball

Kentucky National Dairy

Show & Sale

Engineering Exams

Kentucky Derby Week

4th of JulyMemorial Day

Mid-America Trucking Show

National Farm Machinery

Show

Championship Tractor Pull

Length of Stay Analysis By Month by Percentage & Volume

Date Range: 1/01/2019 – 06/30/2019

43.6% 44.5% 41.4% 41.0% 41.5% 42.6%

45.6% 44.7% 48.1% 44.9% 44.8% 43.3%

10.8% 10.8% 10.5% 14.1% 13.7% 14.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

January February March April May June

Length of Stay by Month & Volume of Arrivals by Month

Same Day 1 or 2 Nights 3+ Nights

12.7%14.3%

19.5%17.8%

19.9%

15.9%

1 Day, 14 Hours

2 Days, 5 Hours

All Arrivals Via the Airport

Time Spent in Louisville

TOP ORIGIN MARKETS

All Trips to Louisville Louisville Int’l Airport

Avg Length of Stay in Louisville: 1 Day, 14 Hrs. Avg Length of Stay in Louisville: 2 Days, 5 Hrs.

DMA Share Avg LOS in Dest. DMA Share Avg LOS in Dest.

Lexington 10.5% 15 hours Atlanta 6.7% 1 day, 11 hours

Cincinnati 7.9% 21 hours Chicago 5.7% 1 day, 12 hours

Indianapolis 7.2% 23 hours New York 5.6% 2 days

Nashville 5.5% 1 day, 6 hours Dallas 5.0% 1 day, 22 hours

Evansville 5.1% 18 hours Washington Dc 3.8% 2 days, 6 hours

Chicago 4.0% 1 days, 22 hoursTampa/St

Petersburg3.5% 2 days, 18 hours

Atlanta 2.7% 1 days, 17 hours Houston 3.1% 2 days, 6 hours

Bowling Green

2.6% 19 hours Charlotte 2.9% 1 day, 13 hours

Louisville 2.4% 11 hours Miami 2.7% 2 days, 16 hours

Columbus, OH

2.0% 1 day, 15 hours Orlando/Daytona 2.6% 2 days, 16 hours

POI Visits | Airport Arrivals vs All Arrivals

+15.6 Hours

Date: 01/01/2019 – 6/30/2019 Louisville as Primary Destinations

Churchill Downs| The Period Around The Kentucky DerbyWednesday May 1 to Sunday, May 6

Top 10 Markets by %

12.1%

7.7%

6.0%

5.0%

3.5%3.2% 3.0% 2.8%

2.3% 2.2%

Lexington Cincinnati Indianapolis Chicago Atlanta Nashville Evansville Detroit New York Dallas/FortWorth

(and length of stay for each in hours)

14.9

20.8

28.1

50.4 51.6

34.2

22.8

46.3

59.9

54.4

24 Hrs.

Average Length of

Stay

1 Day, 17 Hours

Overnight

74.8%

Same Day

25.2%

Percentage of

those who

stayed outside

of Louisville: 30.9%

MEASURING THE WAY MEDIA MOVES US

Dan FentonJLL’S HOTEL & HOSPITALITY GROUP

A Strategy Based on Data and VisionLouisville Destination Strategic Plan

The Industry’s Advisor

with individual clients. We understand industry trends and can inform strategy and investment related to destination assets to grow visitation and positively impact our tourism economies and overall communities.

Sought out by the World Travel and Tourism Council, Destinations International and NEXTFactor for strategic guidance and implementation.

SELECT CLIENTS

Our Goal for Louisville

• Establish a dynamic, future vision for Louisville as a

Destination Marketing Organization

• Identify entities that can collaborate with Louisville Tourism as industry and community leaders to achieve this future vision

• Clearly identify community expectations of Louisville Tourism

• Recommend future destination product development

• Uncover new opportunities for tourism development and promotion

• Define the deployment of Louisville Tourism resources needed to achieve goals and expectations

• Reveal new opportunities for economic development in the

• Elevate the Louisville destination Quality of Place

Planning Process Objective:To create a guide for accelerating sustainable destination growth &

development from 16.4 million visitors in 2015 to 25 million by 2030.

Stakeholder Engagement

Market Research + Analysis

Organizational Assessment

Insights + Priorities

Strategy & Execution

LOUISVILLE

DESTINATION STRATEGIC

PLAN ELEMENTS

Engagement that Connects

•

✓ Spectrum of stakeholder and community groups to

the destination plan

✓ Parallel and complementary planning efforts to the

✓ Tourism and hospitality industry to broader Louisville

economic development

✓ Data-driven results to actionable recommendations

✓ Align all destination recommendations with the

JLL’s proprietary research-driven process considers all aspects that impact Louisville’s Tourism economy.

Air lift

Infrastructure

AirbnbSustainability

Policy

Transportation

Workforce

Economic Stability

Corporate Presence

60

Destination Strategic PlanOutcomes

Inclusive community & stakeholder engagement

Local presence & connections to community groups

Proactive & consistent communication

Applied proprietary tool & analysis

Direct destination & economic development experience

Deliver a Destination Strategic Plan that grows the

economic value of the tourism sector, provides

vision for the future, and drives action to

grow the destination brand that Louisville is today.

Dan [email protected] Vice President, Practice LeadTourism & Destination Advisory Services+1 408 309- 3450

© 2019 Jones Lang LaSalle IP, Inc. All rights reserved. The information contained in this document is proprietary to JLL and shall be used solely for the purposes of evaluating this proposal. All such documentation and information remains the property of JLL and shall be kept confidential. Reproduction of any part of this

document is authorized only to the extent necessary for its evaluation. It is not to be shown to any third party without the prior written authorization of JLL. All information contained herein is from sources deemed reliable; however, no representation or warranty is made as to the accuracy thereof.

David [email protected] President Tourism and Destination Advisory Services+1 315 569-8908

Doug [email protected] Vice PresidentJLL Louisville Office Lead+1 502 394-2516

Bethanie [email protected] PresidentTourism and Destination Advisory Services+1 609 457-5361

Thank You.

mailto:[email protected]




THANK YOU!

2019 destination marketing...

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