Georgia Chamber of Commerce Tourism and Entertainment Committee

1. Georgia Chamber of CommerceTourism and Entertainment Committee Listening Session: Georgia Travel August 29, 2012

2. The Backdrop • During the past 12 – 14 months several tourism industry execs and groups have been exploring the possibilities and continuing previous discussions about creating a unified, comprehensive “voice” for tourism in Georgia – one that would connect the entire “supply chain” of industry groups

3. What We’re Up Against . . .“Do Tourism Dollars Pay Off?”AJC Front Page August 6, 2012 • “Local governments and tourism agencies lack reliable data to determine whether marketing efforts offer enough return on investment” • “Communities should push for better measurements and more oversight” • “Metro cities can’t tell how much bang for the buck they get to pull in visitors”

4. The Task Force • Larry Cooper – Cooper Transportation • Bill Donahue – Lake Lanier Islands Dev. Auth. • Joel Meyer – Little St. Simons Island • Sean McGinnis – Atlanta Magazine Custom Media • Spurge Richardson – Atlanta CVB (retired) • Barry White – Augusta CVB • Mike Williams – Lake Lanier Islands (Chair)

5. How did we get here? • Years ago • The industry relied on TDAG • Last Year • GA Chamber & Chris Clark led a series of discussions • This Year • Is there a need to pursue a unified voice for tourism and how do we fill that void?

6. What exactly do we want to accomplish?

7. Purpose & Mission • To leverage the collective strength of those who benefit from tourism and grow their business beyond what they can do individually; thereby, strengthening Georgia’s economy through creating and sustaining jobs and increasing private and public sector revenue

8. Two Strategic Priorities • To secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination

9. Two Strategic Priorities • Secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination • Advocate on behalf of all travel and tourism sectors by facilitating coalitions and partnerships between industry partners that benefit from visitor expenditures across the public and private sectors

10. #1 Priority: Increased Funding for Marketing Georgia • Why? • Florida: $38 million • Tennessee: $12 million • Alabama: $11.2 million • South Carolina: $10.5 million • North Carolina: $10.1 million • Georgia: $6.7 million Source: FY 2012 Budgets

11. #1 Priority: Increase Funding for Marketing Georgia • Why? • Michigan: $25 million • Virginia: $17.3 million • Connecticut: $15.9 million • Wisconsin: $15.1 million • Kentucky: $11.8 million • Missouri: $10.2 million • Ohio: $10 million (proposed) • West Virginia: $7.3 million • Georgia: $6.7 million

12. #1 Priority: Increase Funding for Marketing Georgia • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic impact of tourism

13. #1 Priority: Increase Funding for Marketing Georgia • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism • Create awareness of the economic benefits created by the tourism industry

14. #1 Priority: Increased Funding for Marketing Georgia • Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism • Create awareness of the economic benefits created by the tourism industry • Serve as an advocate for the tourism industry on policy issues at the local, state, and federal levels and provide public policy support to tourism industry partners

15. #2: Advocate on behalf of tourism industry • Why? • Travel and tourism is a powerful economic engine • 5th largest employer in the state • Not an expense, an investment with a return • There is a void – a “voice” for a unified travel and tourism doesn’t exist • No one else is doing it or charged to do it

16. #2: Advocate on behalf of tourism industry • Support increased industry partner participation at the Governor’s Tourism Conference

17. #2: Advocate on behalf industry • Support increased industry partner participation at the Governor’s Tourism Conference • Support Tourism Day at the Capitol

18. Benefits • Education - ensure that tourism is recognized as essential to the economy, image and well-being of Georgia. Audiences include: • Policy makers (local and state) • Opinion leaders and Influencers • Members, Partners, and Media

19. Benefits • The ability to partner with a broad spectrum of organizations that benefit from travel and tourism • A collective voice advocating the benefits of travel in general, not just industry specific sectors • There is strength in numbers

20. Benefits • Assist industry specific organizations and departments by supplementing their public policy and educational efforts • Provide a broader representation and support of tourism through stronger coalitions, partnerships and alliances

21. Benefits • More visitors resulting in: • Increased visitor spending related tax revenue • Supporting existing jobs • Creating new jobs

22. How will this be accomplished?

23. A new organization The Georgia Travel Association

24. Or Simply. . . “Georgia Travel”

25. Proposed organizational structure • Affiliate of the GA Chamber of Commerce • Board of Directors • Funded by Members • Executive Director who reports to the Chamber CEO and BOD

26. GA Chamber Affiliate • GA Travel • Advocate and educate • Set organizational and staff objectives • Hire, fire, evaluate the Director • Spokesperson for the industry • Fundraising • Chamber • Lobbying • Administrative support • D&O Insurance • Office space • Accounting • Employee benefits • Start up services • Assist fundraising

27. Membership • Primary beneficiaries of visitor expenditures • Hotels • Restaurants • Retail • Transportation • Arts and entertainment • CVBs • Attractions • Non-traditional

28. Membership • Cornerstone • Corporations • Partner associations • GACVB, GHLA, GRA, Transportation, Retail, Arts, Sports Councils • General members

29. Board of Directors • Cornerstone members • Partner association members • GACVB, GHLA, GRA, Transportation, Retail, Arts • GA Chamber CEO • GDEcD designee (ex-officio)

30. Membership investment • Seek 3 year commitments • Cornerstone (10 at $15,000 each) • Partner associations (5 at $5,000 each) • General members (45 at $1,500 each) • Annual budget = $242,500

31. Proposed Timeline • May 2012 - presented to GA Chamber Tourism & Ent. Committee and received support to move forward • July 2012 - presented to GA Chamber CEO and received support to move forward • August 2012 - received support from GDEcD • Present to industry at Governors Conference and seek support to move forward • Meet with industry assocs. GACVB, GHLA, GRA • Fall 2012 - collateral, mission and benefit statements • membership recruitment and fundraising

32. Action Items / Next Steps • Identify and organize an implementation & membership task force • Identify initial investors and obtain commitment

33. Purpose & Mission • Strengthen Georgia’s tourism industry through increased and sustained funding for marketing, thereby driving increased visitor expenditures, which leads to an enhanced tourism economy by creating and sustaining jobs and increasing private and public sector revenue

34. Strategy • Secure additional investment for marketing • Unite all travel and tourism sectors

35. Discussion and Questions