Using Economic Impact Studies for Highly Effective Destination Marketing in California and the West Region of USA
Lauren Schlau Consulting (LSC), located in Los Angeles, uses economic impact research for highly effective destination marketing and tourism marketing for travel and retail businesses residing in California. At this point in the evolution of destination marketing entities, whether it’s on the state, regional, local or district level, it is critical to have factual defensible measures of its marketing and programming based economic and fiscal contributions— even if the entity is not directly publicly funded or has any funding— its operation may require a political vote or assessment.
These measures focus on visitor and customer volume, spending, local tax impacts and employment supported by customer spending and activity. In addition, these studies identify visitor/customer demographics and behaviors including: geographic origin, planning resources used reasons for visiting/purchase, venues and activities, etc.
Studies should be performed on a recurring basis, e.g., every two to three years, both to establish benchmarks and to chart progress over time.
Such studies have multiple uses including:
- Measuring program effectiveness
- Guiding marketing messaging and placement
- Improving competitive positioning
- Assessing optimal utilization levels
- Guiding future infrastructure
- Services/amenities and product development
- Important for garnering public
- Political support for the organization
LSC has conducted numerous visitor and customer impact studies over the years for a range of clients, including destinations, special sports, local events, attractions, venues, etc. We have a proven methodology that is replicable, comparable and consistent to provide clients with current, vital and useful data. Contact Lauren Schlau Consulting today!