The Opportunity of America 250
As I approach the 40th anniversary of my introduction into the world of destination marketing, it's a time for both reflection and introspection. Before finding my DMO calling, I spent a number of years in broadcast, notably as the morning guy on an FM rock station in the Chicagoland market.
One of the primary responsibilities for a morning jock is to make fun of virtually everything. And that's just what I did when Kankakee County launched its DMO. I was pretty unmerciful in my critique of what a waste of money and effort such an initiative was. Honestly, who would ever want to "vacation" in Kankakee County? And, in my defense, isn't that what we still hear from those unsophisticated residents in our communities that don't understand the power of the visitor economy?
Within a year, I was the Executive Director of the Kankakee County CVA (thankfully, the search committee that hired me clearly didn't connect the dots that the Bill Geist that had skewered them on the air was known then as Bill Taylor). And, within months, I knew I was home; that this was a calling in which I could make a significant mark on my hometown. Four years later, I was blessed to be chosen to lead the organization today known as Destination Madison at a moment in time in which Wisconsin's capital city was on the verge of a transformation so profound that the destination is almost unrecognizable from when I arrived in 1990.
I share this background to say and I've seen a lot in the past 40 years… both sensationally exciting and mind numbingly stupid. And, after 40 years, I hope I can be forgiven for being a little jaded as I continue to monitor my news feeds and the research that helps guide us in our sales and marketing decisions. Indeed, most of the research data I review elicits nary a nod, as I would've expected as much. As my friend Longwood’s International’s Amir Eylon is fond of saying when he sees such research, “water is wet.”
So, when Longwoods released its final American Travel Sentiment Study of the year this morning, my jaw dropped a lot further than it typically does. The primary topic in today's research is how Americans are planning to travel and celebrate this country’s 250th anniversary (our semiquincentennial) in the upcoming year.
Given the state of government dysfunction, a precarious economy and the attempts to rewrite our shared history, I would've guessed that the upcoming semiquincentennial would be a non-event for many Americans. And, I would have been sensationally wrong.
The Longwoods study indicates that nearly half of American Travelers are aware of America 250. And 61% of these individuals report they are likely to take an overnight trip tied to the anniversary activities, while 65% expect to take a day trip for this purpose. This is sensational news for those communities and tourism businesses who can leverage and/or create signature, state, regional, or even local events tied to the 250th.
At a time where the American Brand has never been as tarnished, I’m feeling a renewed sense of optimism when I see these numbers. Even more so, considering I have yet to see much promotion of America 250… thus, that only half of Americans are aware of the anniversary isn't a surprise. And when promotion begins in earnest in the new year, that number will undoubtedly swell…as well as those planning to partake in semiquincentennial activities and events.
And, if Congress can get off its collective ass and restore funding to Brand USA, who knows what that could mean for a return of the international visitation we have so unnecessarily forfeited over the past year?
I didn't have the results of the December edition of the American Travel Sentiment Study on my holiday wish list… but, it's one of the best gifts for which American destinations could have asked this season (next to Brand USA funding being restored).
Here's hoping your holidays are filled with love and warmth. And, as my Dad used to say, here's wishing you a Cool Yule.
Till next year,
Bill
Find the complete December Z-News HERE.