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Enhancing Existing vs. Building New
The
18 March 2008 edition of the Zeitgeist Z-News
Dear
[FirstName],
We assist a number of Destination Marketing Organizations with the development of their Strategic Plans. It’s one of the primary services we offer...and we enjoy the process immensely.
I’ve lost count of the Strategic Plans we’ve done over the past almost 13 years...but I’m guessing the number hovers around 100. So, when I witness a unique turn that catches me totally by surprise, it’s a fairly different concept.
That happened recently in a great destination for which the Board had called me in to work with them on their new plan. Now, in virtually every community, there is an interest in Destination Development. The Board and Management Team want to support projects that will add product to the mix. It could be a Public Assembly Facility. It could be a Performing Arts Center. It could be enhanced signage.
It could be a lot of things.
But, in this destination, one of the Board Members said, “let’s not focus on building anything new. Let’s focus on enhancing what we have.”
A big grin crept across my face as I thought of the possibilities...and the probabilities.
This wasn’t Vegas. It wasn’t Orlando. It wasn’t New York, Chicago or San Francisco. It wasn’t a destination that would be considered “complete” by most.
So what was the root of this unique concept? The understanding that the consumer of the future will be more and more attracted to green destinations...and that they will be increasingly searching for authentic. And that means that this destination that has just enough assets to be cool might not need to build anymore.
Just enhance what they have.
Which is probably going to be easier than building new. And possibly much more effective.
Not to say they won’t build new...for I know they will.
But they know that they don’t have to. And that makes them very, very smart.
Bill
Wanna
comment on this or other topics. E-mail
Me!
Bil
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