Elevating Redding to Drive Visitor Arrivals & Expenditures
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ELEVATING REDDING TO DRIVE VISITOR ARRIVALS & EXPENDITURES Presented by Redding Chamber of Commerce & Development Counsellors International Table of Contents 2 Understanding of the Project 7 Qualifications of Consultants 15 Narrative Requirements 19 Campaign Concepts 27 A High-Impact Integrated Marketing Strategy 47 Relevant Experience 53 Samples of Work 65 Team Lassen Volcanic National Park Credit: @cax.photography 1 Understanding of the Project We believe all good branding and marketing must Understanding be rooted in research. While our proposed scope of work includes an extensive foundation of quantitative and qualitative research inputs, this preliminary research allowed us to gain a base understanding of how Redding is perceived as a travel destination among internal and external audiences. of the Project These findings helped inform our proposed strategy. We’ve got this. The inside view: Residents. Redding’s new brand needs to find “common ground” Local residents are only moderately supportive of growing the Redding tourism industry but this is driven in part by the perceived lack of information that appeals to residents and visitors alike. on tourism developments shared by the local government and stakeholders. We found your request for qualifications, augmented by the addendum, To get a directional understanding of Redding residents’ sentiments towards tourism within to be crystal-clear. In a nutshell, here’s our understanding of the project, the community, the Chamber/DCI conducted a four-question online survey of a small sample which is slated to begin on May 1, 2021: of Redding residents in early January. Key findings included: ° Develop and execute a strategic and sustainable marketing and branding plan to increase ° On a scale of 1 to 5, residents showed moderate support for welcoming visitors visitor arrivals and expenditures in Redding — both leisure travelers and groups. to Redding from other parts of the U.S. (3.5) and from other countries (3.2). ° Take a hard look at Redding’s current messaging and marketing assets; identify gaps ° Although residents said tourism was important to the local economy (4 of 5), and areas of opportunity. the ranking dipped to 3.5 when asked if the benefits of tourism outweighed the negatives for the community. ° Insure that Redding’s new brand resonates with both residents and visitors. ° Less than one-quarter of respondents (24%) indicated that the local ° Create a smart, highly integrated marketing strategy. government and/or other local stakeholders keep residents informed on the major tourism developments or updates in the community. ° Dial up Redding’s digital marketing, including taking the website to the next level with a community calendar of events. ° When residents were asked how likely are they to recommend Redding as a place to visit to potential visitors from outside the area/state, Capitalize on the natural beauty of Redding and developing assets downtown ° the mean was 3.3, with only 27% saying “very likely.” to produce compelling videos and photos that depict the “true” experience visitors can expect in Redding. Although the ambivalence of residents toward tourism is likely heightened due to COVID, there is room for improvement in educating, informing and Maximize the City’s return on investment, focusing on the most strategic initiatives ° improving the community’s sentiments about tourism. that can be delivered “all-in” within the budget stated in the RFQ. ° Measure everything. You want to know we moved the needle. Downtown Redding 2 3 Understanding of the Project The inside view: Stakeholders. The outside view: Past/Potential Visitors. “We’re a small town, but we think big in Redding — Cascade Theatre, Redding was perceived less favorably as a leisure Turtle Bay, Sundial Bridge. There is a sense of possibility here and travel destination compared to other competitor we’re always inventing the best possible version of ourselves. destinations in California and Oregon. In addition, DCI conducted a series of telephone interviews with key stakeholders to The Chamber/DCI also conducted a brief online survey among a small sample of garner their point of view on Redding’s tourism assets, untapped potential and other past and potential visitors in four key feeder markets — Sacramento, San Francisco/ topics. Common themes and topline observations included: Bay Area, Los Angeles and Reno/Tahoe. The goal was to understand how Redding was perceived among its competitive set. Here’s what we learned: ° Although the landscape is gorgeous, downtown Redding isn’t as “photogenic.” We need to pay attention to the smaller moments because the city is greater ° Redding is facing stiff competition — and is perceived less favorably — than the sum of its parts. compared to other destinations offering similar attractions/amenities. When presented with seven leisure travel destinations in Oregon and California, ° While downtown Redding is undergoing a revitalization, it’s still in the only 7% of respondents chose Redding as a destination of interest for future “asset development” phase and doesn’t yet have the same strong travel. This lack of interest appears to be driven, in part, by a lack of familiarity gravitational pull as Turtle Bay/Sundial Bridge, etc. with Redding. Although still several years away, the downtown bike loop will connect ° ° Among respondents reporting an interest in visiting Redding in the future, two major nodes with the Riverfront Trail. That’s a huge opportunity for Redding. 73% are repeat visitors. As the cost of converting new visitors is much greater, ° Redding needs to build on its strong reputation as a mountain biking targeting repeat visitation is a key opportunity. and fly fishing destination. ° Outdoor recreation is a differentiator for Redding. When survey takers were ° Named one of only 14 cultural districts in California with the Cascade Theatre, asked what activities or amenities would most inspire them to visit the Redding, new Riverfront Playhouse downtown and Axiom Repertory Theatre just outside California region, the most common answers were national/state parks (57%), the core, Redding needs to dial up its arts and culture messaging. hiking (46%), dining (42%) and arts and culture (40%). ° There’s a strong live music scene and rising food/brewery scene with more ° Words or phrases that rose to the top when respondents were asked what in the works given the Local Foods. Local Places. Initiative. comes to mind when thinking about the Redding, California region largely focused on the region’s outdoor recreation and natural resource assets. ° From the freeway, there is little to beckon travelers downtown. Redding must become more than a quick gas stop. Opportunity exists to use the backs ° Important factors taken into consideration when selecting a U.S. leisure of buildings lining the freeway to promote Redding’s multiple visitor assets. destination include weather/climate (60%), variety of attractions/amenities (53%), safety/security (51%) and cost of visiting (42%). ° Uncertainty exists about how to leverage the thousands of people coming to Bethel Church each year. The positive perceptions of Redding are largely driven by your outdoor assets but overall, the destination is largely unknown. The lack of negative perceptions ° More needs to be done to spotlight Redding’s indigenous heritage will allow Redding to expand knowledge of its attractions and amenities rather in a genuine way. than focus on countering true misperceptions. Downtown Redding Credit: Kyle Sheppard 4 5 Qualifications of the Consultant Deep Experts in Redding and Destination Marketing 6 Umbrella Alley 7 Qualifications of the Consultant Redding Chamber + DCI: About the Redding Chamber of Commerce. A powerful alliance. The Chamber: Convener. Catalyst. Champion. The Redding Chamber of Commerce is a catalyst for business Engaging more than 2,500 citizens in surveys, workshops Redding is at a pivotal moment in its long history. growth and a champion for a stronger community. It is also and meetings, the project created an opportunity to begin The coronavirus pandemic has wreaked havoc on an inclusive, trusted convener of leaders and influencers to tell our story. It helped to further establish our city’s image our tourism industry and our community. Yet our that gets things done. That makes the Chamber the ideal and reputation by defining who we are and intentionally region’s greatest asset — the great outdoors — candidate to lead a cohesive marketing effort on behalf building toward what we would like to become. Big wins such remains wide open, while our downtown is undergoing of the City of Redding. as the Redding Garden of Lights and Umbrella Alley came to a remarkable renaissance. fruition and multiplied many times the initial investment of the Celebrating our 100th anniversary in 2021, the Chamber has Identity Project sponsors. been influential in many projects that have helped Redding We must emerge from this crisis stronger. Bolder. in its maturation as the hub city of the North State. The highly A city’s image is connected to its competitive advantage as successful Chamber-led “Redding City Identity Project” is a place to live, vacation and invest. As Redding becomes more More inspiring. More savvy. More future-forward. a recent example of the organization’s ability to rally the appealing, it is better positioned for job creation, increased To do so, Redding needs a true injection of fresh energy, perspective and talent. community around a common objective. revenue, and improved quality of life for its citizens. We need to seriously up our game in smart, impactful ways. We need to break down silos and be more inclusive. We need to be super-transparent and accessible. That is why the Redding Chamber of Commerce is partnering with Development Counsellors International — a world leader in place branding and marketing. It is a powerful alliance that leverages the Chamber’s deep connections within our community with cutting-edge marketing expertise that can dramatically elevate awareness of Redding and drive visitation to spur our economy.