Strategic Planning Session

1. Strategic Planning Session September 10, 2008

2. Agenda • Member focus group highlights • Our realities • Our truisms • Strategic issues

3. Member Focus Groups Highlights

4. Focus Groups - Key Messages There continues to be “tension” between City and County. A majority of members (est. 65%) believe County/City benefit can be achieved. Those who don’t believe this, however, strongly do not. Most believe we need a new product; there is also a strong sense we need to “refresh” much of what we have.

5. Focus Groups’ Key Messages There is a concern that what we have to offer doesn’t look much different than what visitors have in their own locations; we don’t have anything they haven’t seen before. While the Board felt that there are numerous “assets” that are liabilities, the members saw that as less of an issue. Instead, they strongly felt customer service is woefully lacking and must be addressed.

6. Focus Groups’ Key Messages Membership sent the message that the time for talking is over, the PA Dutch CVB must start taking action on many of the things that have been talked about for a long time. Much greater and more effective packaging was seen as critical to the industry’s success.

7. Focus Groups’ Key Messages The Bureau needs to explain how the Convention Center will directly impact/affect/improve things for members, and provide tools to them for partnering with the Convention Center. Group travel will come back, but not to the level it once enjoyed. The key to growth in this area is to provide something that travelers would find difficult to arrange/do on their own (e.g., lectures, National Geographic-style excursions, etc.). Think “excursions” not “bus trips”.

8. Focus Groups’ Key Messages The PA Dutch CVB has been inconsistent, with muddied messages. PA Dutch CVB has to commit to a plan for a sustained period of time. Regional partnerships were not emphasized by the members; in fact they were not mentioned. The County would benefit from having a large venue capable of holding significant events (e.g., County fair, etc.).

9. Focus Groups’ Key Messages The PA Dutch CVB needs to focus on asking the customer what they want; and not the customer that has been here, but the prospective customer who hasn’t, and who the County is trying to attract. Everyone agreed the Amish and PA Dutch have created an outstanding brand and this must be leveraged. The question is whether the brand is the “hook” with the Amish and PA Dutch serving as the foundation, or whether the Amish should/must be kept front and center.

10. Focus Groups’ Key Messages To some, the issues of sustainability, “green”, community-forming, etc. seems tailor-made as a way to promote “fresh” interest in the Amish. There is a sense that decision-making regarding tourism is being done differently…much more “last minute” planning; greater use of the Internet; and kids playing a more prominent role in the decision of where to go for family vacations.

11. Focus Groups’ Key Messages There is overall agreement that the County needs to determine how to appeal to more diverse audiences. The diversity of attractions, sights, experiences, etc. that the County has to offer, all within close proximity to each other, should be leveraged to a greater extent.

12. Our Realities Visitors are saying “been there, done that.” Our tourism product of the Amish is not very appealing or compelling to the younger generations. Our tourism product is seen as “tired and worn.” We have far more competition. Visitors are open to and looking for a more diverse experience. There is “tension” between the County and City.

13. Our Truisms The PA Dutch CVB is now promoting a convention center. The City is a critical component of the County’s tourism products/destinations. The PA Dutch CVB needs to make some investments that will have longer-term ROI. The Amish brand is now the County’s foundation; not necessarily what tourism revolves around.

14. Our Truisms, cont’d The County’s tourism is about diversity – diverse audiences; diverse attractions; and diverse experiences. The PA Dutch CVB’s materials will need to look different than they have in the past (quilt-like logo; PA Dutch; Amish) to promote new things to do. Need to think strategic change vs. incremental shift.

15. Strategic Issues

16. Strategic Issues What must the Bureau do differently to address the “been there, done that” mentality? How can the Bureau best re-position the Amish and PA Dutch so it remains as the County’s brand but is not perceived as its main and premier attraction?  What strategic shifts must be made in order to reposition Lancaster County for more diverse audiences?

17. Strategic Issues, cont’d How can the Bureau create a more diverse experience for its visitors? Does the Bureau want to target new tourist demographics (couples w/out children, seniors, gay/lesbian market) or does it want to focus on attracting more of the same type of tourist? What, if any, role should PA Dutch CVB assume in packaging various properties; activities; trails, etc?

18. Strategic Issues, cont’d Need to significantly upgrade and refine products Need to develop new products How should the City be positioned and what is PA Dutch CVB’s role in promoting the City? Does the “Wake-Up in Lancaster County” theme work years into the future, and is it compatible with the strategic shifts outlined in this document?

19. Strategic Issues, cont’d Should the use of “Lancaster County” in the vision be rethought? Does the Bureau want to address the “quality of assets” issue? Does the PA Dutch CVB need to re-evaluate and/or redirect its research strategies in any way?