Loading...
Item 6B Consider adoption (2nd Reading) of the Southlake 2035 Tourism Master Plan Item 6B Good Evening. I am here to present the proposed Southlake 2035 Tourism Master Plan 1 Background Why is Tourism important? Economic Development & Tourism Master Plan Adopted in 2011 ED Plan adopted by City Council on October 4th (2016) Plan developed by the CEDC Tourism Master Plan adoption Southlake 2035 Economic Development & Tourism Advisory Board The City of Southlake began the Southlake 2035 Plan update this FY which entails the updating of the various comprehensive plan elements. The Economic Development & Tourism Master Plan was initially adopted in 2011 as a single document. Due to the city’s emphasis on tourism efforts the time had come to revise both pieces of that plan and the decision to separate them into two individual plans was made. The Community Enhancement Development Corporation developed the ED Plan in Spring/Summer of FY 16. It was then adopted by City Council in October. This is the Tourism Plan is now being consider by City Council for adoption 2 City of Southlake Strategy Map The City of Southlake provides municipal services that support the highest quality of life for our residents, businesses, and visitors. We do this by being an exemplary model of balancing efficiency, fiscal responsibility, transparency, and sustainability. C1 Achieve the highest standards of safety & security C2 Provide travel convenience within City & region C3 Provide attractive & unique spaces for enjoyment of personal interests C4 Attract & keep top-tier businesses to drive a dynamic & sustainable economic environment C5 Promote opportunities for partnerships & volunteer involvement Serve our Customers Manage the Business B1 Achieve best-in-class status in all City disciplines B2 Collaborate with select partners to implement service solutions B3 Enhance resident quality of life & business vitality through tourism B4 Provide high quality services through sustainable business practices B5 Enhance service delivery through continual process improvement B6 Optimize use of technology Provide Financial Stewardship Promote Learning and Growth F1 Adhere to financial management principles & budget F2 Invest to provide & maintain high quality public assets F3 Achieve fiscal wellness standards F4 Establish & maintain effective internal controls L1 Ensure our people understand the strategy & how they contribute to it L2 Enhance leadership capabilities to deliver results L3 Attract, develop & retain a skilled workforce L4 Recognize & reward high performers L5 Empower informed decision-making at all levels in the organization C6 Enhance the sense of community by providing excellent customer service and citizen engagement opportunities L6 Foster positive employee engagement Deliver on Our Focus Areas As a reminder, 2035 plan elements are policy documents that provide the framework or blueprint for programs, expenditures, policy, and work plans. All recommendations in the plan are aligned with the City of Southlake Strategic Map, in this case the Tourism Master Plan is strategically aligned to corporate objective B3, enhance the resident quality of life and business vitality through tourism. 3 Vision, Goal & Objectives Southlake 2035 Vision Statement Southlake will continue to enhance its status as a desirable, attractive, safe, healthy and fiscally-sound community with quality neighborhoods, while maintaining a high standard of living, learning, shopping, working, recreation, and open spaces. Southlake will continue to be a vibrant community that epitomizes both economic and environmental sustainability. Further strategic alignment can be seen here in the 2035 vision statement that “Southlake will continue to be a vibrant community that epitomizes both economic and environmental sustainability 4 Tourism Market Visitor Acquisition Visitor Retention Tourism Economic Impact and Return on Investment Tourism Plan Strategies Southlake 2035 Goal 11: Tourism Enhance the quality of life for residents and the sustainability of City businesses through the use and promotion of the tourism, convention and hotel industry as a tool for the local economy in the City. Objective 11.1 – Promote a destination image for the City and continuously evolve it to adapt to changing economic conditions. Objective 11.2 – Support programs enriching experiences for residents and visitors. Objective 11.3 – Increase awareness and utilization of the hotel accommodations and meeting facilities in the City. Objective 11.4 – Promote and implement programs that increase patronage of businesses in the City. Objective 11.5 – Support events held in the City that promote the City’s tourism goal and objectives. Objective 11.6 – Support partnerships with other businesses and organizations that are mutually beneficial promoting tourism and the local economy. (Page 5 of the Plan document) Goals and Objectives were developed and approved by the CEDC which have been VITAL in identifying the Plans’ strategies and focus areas. 5 4 Areas of Focus Southlake 2035 Economic Development & Tourism Advisory Board Sec. 3 – Tourism Market (p. 39) Sec. 4 – Visitor Acquisition (p. 49) Sec. 5 – Visitor Retention ((p.65) Sec. 6 – Tourism’s Economic Impact and Return on Investment (p. 76) There are 4 main strategy sections within the plan. Sec. 3 The Tourism Market, which focuses on evaluating Southlake’s mix of assets as well as identifying key target markets and visitor segments that are essential for a healthy tourism economy Sec. 4 Visitor Acquisition, this section focuses on creating awareness , interest and conversion. Through authentic storytelling and creative visual experiences, Southlake will set itself apart from other destinations and make would be visitors into long time customers. Sec. 5 Visitor Retention Our emphasis is not only attracting visitors, but on building strategies to ensure their satisfaction, loyalty and advocacy. Sec. 6 And lastly, Tourism’ Economic Impact and Return on Investment focuses on the impacts visitors have to the City for residents and the business community. 6 SUMMARY - Tourism MARKET RECOMMENDATIONS Defining Southlake’s Tourism Market Understanding the Performance of the Tourism market Establish methodology and reporting for major event funding Tourism Market Recommendations target collecting market research and data that will help us to determine whether the City will satisfy the needs and experiences visitors are looking for. With effective market research, the City will gain invaluable information about competitors, economic shifts, demographics, the current market trends and the spending traits of visitors. 7 SUMMARY – Visitor Acquisition RECOMMENDATIONS Effective City branding Communication and marketing plan Technology opportunities Strategic sales program Customer Relationship Management Tool Partnership Agreements Visitor Acquisition Recommendations will focus on creating authentic and appealing visuals and messaging that capture the interest of potential visitors. We will accomplish this through creative messaging that tells the Southlake story while featuring City assets. We will also be strategic where these messages are to ensure we make it easy for visitors to see them and interact with us. 8 SUMMARY – Visitor Retention Recommendations Visitor Amenities Strategic Partnerships Inventory Sustainable Advocacy Program Visitor Experience Assessment Visitor Retention Recommendations will help to enhance our visitors experience that will contribute to high customer satisfaction, return visitation and referrals. Building satisfaction, loyalty and advocacy by reinforcing the City’s brand will promote on-going engagement and encouragement to be brand advocates to share our story. 9 SUMMARY – Tourism’s Economic Impact and Return on Investment Recommendations Assess Economic Impact of Visitors HOT Fund Guidelines Lastly, as we all know, competition is growing exponentially, and destinations that actively invite travelers by showcasing their unique amenities will increase their market share. THEY will also garner a larger portion of tax revenues from increased traveler spending which benefits not only businesses but our residents as well. Tourism Economic Impact and ROI Recommendations will provide resources to staff allowing them to AFFECT their EFFECTIVENESS for Tourism in Southlake. The ability to connect with and influence visitors, who have more options than ever, have never been more important than now. This plan outlines a clear strategy that will result in success that will benefit everyone. 10 IMPLEMENTAION AND PRIORITY OF Recommendations Tier Tier Tier Page 77 outlines the implementation and tiered priorities for the recommendations. Tier 1- 1-3 years Tier 2 – 4-7 years Tier 3- 8 years and beyond. 11 Questions 12