Vision and Strategic Plan Presentation

1. Vision and Strategic Plan Presentation December 16, 2008 Powered by: Tim

2. The Process • A two year process • Committee: Michelle Rondinelli, Tim Lease, Chuck Simmons, Mike Messina, Deryl Stoltzfus and Randy Patterson • Member and stakeholder engagement through focus groups and surveys • Extensive board and staff interviews • Review of previous plans and outcomes • Study of current market and DMAI best practices integration – Futures Study Tim

3. The Vision Lancaster County is the most compelling experiential destination in America Tim

4. What Does This Mean? Experiential tourism is all about the “Wow!” factor; providing unique, innovative, unforgettable experiences. It exemplifies the shift from mass marketing to mass customization and -- depending on a visitor’s desires and expectations -- can range from behind the scenesto hands-on to immersion. Tim

5. Behind the Scenes-- for the individual seeking education and understanding but with limited physical involvement. It provides the visitor with an understanding of how things work from a combination of seeing the “back of the house” operations and dialogue with locals or experts. It’s the back stage tour to which most other theatre patrons aren’t privy… or visiting with the artist in his private studio to learn about his thought process and experience his creative environment. Michelle

6. Hands-on-- the second tier of experiential tourism. It combines seeing + doing to meet the needs of participants through a moderate level of interaction. It’s a private class on wine and cheese pairing… or the basics of quilting. Or a real experience on a farm to observe the Amish way of life or the intricacies of farming Michelle

7. Immersion -- the third tier of experiential tourism. It provides the maximum level of interactivity with a culture, event or site, and engages people to a level of actually performing a task or activity. It’s rolling up your sleeves to help plant a crop at a local farm or creating a new relish or jam with the guidance of a local woman who’s been canning for decades. Michelle

8. Customer Service • Excellent customer service, while not synonymous with “experiential tourism,” is essential to providing a superior visitor experience. • Breaking free from the standard deliverance of customer satisfaction and personalizing service for each customer will differentiate your business from “theirs” and will set our destination apart from the competition. Barry

9. Quality • Integral to Customer Service is Quality. • As a mature destination, we have a responsibility to ensure that the experience we offer and the physical environment we put forth is well-maintained and refreshed. • Ensuring quality – even in challenging economic times – is incumbent upon each of us as stewards of this great destination. Barry

10. Why? • The product diversity naturally lends itself to this vision we are fortunate to have it all • Guests want new hands-on experiences • This vision will become more critical as the economy continues to cool and guests demand more for less • We can achieve this vision and it will be a powerful selling and marketing proposition Michelle

11. Our Mission To increase the number of visitors to Lancaster County, Pennsylvania. Tim

12. Your Strategic Plan • Continue the strategic conversation begun with our now expiring strategic plan • Be agile in response to market change • Establish a direction to guide the organization • A roadmap for success is critical… particularly in times of economic instability Tim

13. How is it constructed? • Strategic Priorities – What are the most important areas of influence and resource allocation? • Implications – What does the Strategic Priority mean? • Success indicators - Metrics Tim

14. Strategic Priorities 2009, 2010 and 2011 Tim

15. Branding Strategy • Ensure a consistent look and feel relevant to the audience • We will consolidate the existing visual imagery and compose relevant messaging to ensure consistent guest recognition of the destination. Chris

16. City Tourism Products • The city is emerging and has exciting products that can be easily coupled with the balance of our tourism arsenal • Operate the new Lancaster Visitors Center downtown to better cross-promote city and county • Allocate the proper resources to educate the guest about the city and it’s diversity • Help address a specific county-wide tourism need that can be best addressed by the City (e.g., entertainment and night life). Cathy

17. County’s Rich Culture • We have a wonderful culture ranging from the Amish to the Arts that can appeal to a diverse audience. • Promote our heritage and Amish assets in new and creative ways – We recognize that the Amish culture is the foundation of this area and the root of our success, however we are challenging ourselves to promote our heritage and the Amish assets in new and creative ways Deryl

18. Meeting and Convention Destination • We will position Lancaster as a leading mid-market meeting and convention destination for all countywide assets • We will play an important role in marketing and promoting the Convention Center by allocating the time and resources necessary to do the job correctly • Publications and electronic resources will be utilized in this effort Tim

19. New Tourism Products • PA Dutch CVB will assume leadership for developing new (bricks & mortar) tourism products for Lancaster County • This is crucial for the continued growth of our industry Randy

20. Niche Marketing • Our niche marketing efforts will not overshadow larger “destination driving” efforts, but rather supplement them • Marketing and advertising resources will be allocated for niche marketing in order to pursue a different and more diverse type of visitor • Will refer to Lancaster County’s diverse culture, rather than solely to the PA Dutch and Amish Michelle

21. How will we gauge success? • Agendas for Board Meetings will be structured around the plan and vision and reports provided • Staff will organize a plan of work and a marketing plan to execute • Will continue to have a strategic conversation with members and stakeholders Chris

22. What to keep in mind • The Amish culture and way of life is the basis for the success of our destination • We are viewing the destination in it’s totality • We must develop new markets in order to survive as well as thrive • We are currently formulating a marketing plan that will address these strategic areas and will present that plan in February 2009 Chris

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