Tapping tourism
County has potential for world-class status By JESSICA WASMUND Special to the OBSERVER
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9/22/2007 - On average, 42 million people a year subscribe to travel magazines. Each month vacationers travel to different parts of the globe, and Roger Brooks, president of Destination Development, believes that if Chautauqua County took the right steps it could be one of the most sought-after destinations in the world.
''There is no reason this area shouldn't be a year-round attraction,'' Brooks said.
In a lengthy seminar, Brooks gave a town-by-town assessment of the county, pointing out both positives and negatives he and his wife found along the way. Many of the areas had the same problems — not enough or too many signs, lacking curb appeal and other similar issues. Although he did not have time to touch on every jurisdiction in the county, he did make suggestions for a number of them (see sidebar).
''I think he gave us a lot to work with and we need to get going — a lot of his suggestions we were already aware of,'' said Bill Tuggle of the Dunkirk Chamber of Commerce. ''It always bothered me how store owners don't pick up in front of ther businesses — I'm a walker so that's something I see on a daily basis. However, it was nice to have an outsider come in and point out something as simple as the Chadwick Bay sign on both sides of the railway track. Since I've lived here for so long that's something I never picked up on.''
Brooks said the best way to increase the interest in tourism is to create primary diversions — what can visitors only get here. While New York state and particularly this region are renowned for their wine trails, how do they differ from wine trails across the Niagara and Finger Lakes region and other parts of the country. According to Brooks, there are a number of significant establishments in the area, everything from Valvo's in Silver Creek to the 1812 Fredonia Opera House to the Lucy-Desi Museum that while they might not outwardly attract people, they would pique their interest and convince them to stay longer.
''Studies show that 75 percent of people who stop at McDonald's to use the restrooms will purchase something – 50 percent on impulse, 25 percent ouf of guilt,'' Brooks said. ''If you can get people out of their cars, you have a four times greater chance of getting them to spend money.''
Participants in the seminar had a very positive reaction to the event, according to Andrew Nixon, executive director of the Chautauqua County Visitor's Bureau, one of the workshop's sponsors.
''We first brought Roger in back in March 2006 for a session at the Fredonia Opera House and those in attendance had a good response afterwards, asking when we could work together to supplement his ideas,'' Nixon said. ''He did just general assessment then, so we decided to bring him back now to do a full assessment of Chautauqua County. We are trying to determine how the market conceives Chautauqua as a destination, and what can specific communities do to improve this perception?''
Nixon said Brooks' name first came about as a referral after he was honored as the keynote speaker for Pennsylvania's Governor's tourism conference. The CCVB heard he was making presentations in Ontario and contacted him because he was considered to be the premier expert on tourism development.
''The people I've talked to keep wanting to know how we can further this process and how we can overcome and political or governmental obstacles,'' Nixon said. ''They want to implement his suggestions and work on this.''
Brooks actually started his career in the concert industry. At the time, some of his associates were developing a restaurant and after helping them, he was hooked and his career evolved from there. Currently, he has been in the business for 25 years.
''I love my job — tourism is the greatest industry on earth,'' Brooks said. ''It's all about people going out and having a good time.''
Brooks travels across the country working 300 days a year. He has visited everywhere from Maine to Texas all the way up to Adak, Alaska, a town of merely 100 people.
''Some places need more help with different markets, but it all comes down to finding a way of working together,'' Brooks said. ''Desert towns in the southwest have a little different mentality than places such like the northeast — they don't have the history, so in that sense it really differs, and that's where the most challenges come in.''
One of the most important aspects of enhancing a region's tourism according to Brooks is establish a brand.
''Your brand is a marketing tool — it's all about cash,'' Brooks said. ''The average person is exposed to 1,200 marketing messages a day. The days of generic marketing are over and you cannot be all things to all people.''
In order to be the most successful at branding, each town or city must find its niche, then push it. Always be very specific, do not use cliche's as town mottos and promote like crazy.
''Something for everyone and geography are not brands,'' Brooks said. ''They are ambiances. Brands revolve around experiences — a successful brand is always experimental and creates a feeling with the visitor.''
''There is no reason this area shouldn't be a year-round attraction,'' Brooks said.
In a lengthy seminar, Brooks gave a town-by-town assessment of the county, pointing out both positives and negatives he and his wife found along the way. Many of the areas had the same problems — not enough or too many signs, lacking curb appeal and other similar issues. Although he did not have time to touch on every jurisdiction in the county, he did make suggestions for a number of them (see sidebar).
''I think he gave us a lot to work with and we need to get going — a lot of his suggestions we were already aware of,'' said Bill Tuggle of the Dunkirk Chamber of Commerce. ''It always bothered me how store owners don't pick up in front of ther businesses — I'm a walker so that's something I see on a daily basis. However, it was nice to have an outsider come in and point out something as simple as the Chadwick Bay sign on both sides of the railway track. Since I've lived here for so long that's something I never picked up on.''
Brooks said the best way to increase the interest in tourism is to create primary diversions — what can visitors only get here. While New York state and particularly this region are renowned for their wine trails, how do they differ from wine trails across the Niagara and Finger Lakes region and other parts of the country. According to Brooks, there are a number of significant establishments in the area, everything from Valvo's in Silver Creek to the 1812 Fredonia Opera House to the Lucy-Desi Museum that while they might not outwardly attract people, they would pique their interest and convince them to stay longer.
''Studies show that 75 percent of people who stop at McDonald's to use the restrooms will purchase something – 50 percent on impulse, 25 percent ouf of guilt,'' Brooks said. ''If you can get people out of their cars, you have a four times greater chance of getting them to spend money.''
Participants in the seminar had a very positive reaction to the event, according to Andrew Nixon, executive director of the Chautauqua County Visitor's Bureau, one of the workshop's sponsors.
''We first brought Roger in back in March 2006 for a session at the Fredonia Opera House and those in attendance had a good response afterwards, asking when we could work together to supplement his ideas,'' Nixon said. ''He did just general assessment then, so we decided to bring him back now to do a full assessment of Chautauqua County. We are trying to determine how the market conceives Chautauqua as a destination, and what can specific communities do to improve this perception?''
Nixon said Brooks' name first came about as a referral after he was honored as the keynote speaker for Pennsylvania's Governor's tourism conference. The CCVB heard he was making presentations in Ontario and contacted him because he was considered to be the premier expert on tourism development.
''The people I've talked to keep wanting to know how we can further this process and how we can overcome and political or governmental obstacles,'' Nixon said. ''They want to implement his suggestions and work on this.''
Brooks actually started his career in the concert industry. At the time, some of his associates were developing a restaurant and after helping them, he was hooked and his career evolved from there. Currently, he has been in the business for 25 years.
''I love my job — tourism is the greatest industry on earth,'' Brooks said. ''It's all about people going out and having a good time.''
Brooks travels across the country working 300 days a year. He has visited everywhere from Maine to Texas all the way up to Adak, Alaska, a town of merely 100 people.
''Some places need more help with different markets, but it all comes down to finding a way of working together,'' Brooks said. ''Desert towns in the southwest have a little different mentality than places such like the northeast — they don't have the history, so in that sense it really differs, and that's where the most challenges come in.''
One of the most important aspects of enhancing a region's tourism according to Brooks is establish a brand.
''Your brand is a marketing tool — it's all about cash,'' Brooks said. ''The average person is exposed to 1,200 marketing messages a day. The days of generic marketing are over and you cannot be all things to all people.''
In order to be the most successful at branding, each town or city must find its niche, then push it. Always be very specific, do not use cliche's as town mottos and promote like crazy.
''Something for everyone and geography are not brands,'' Brooks said. ''They are ambiances. Brands revolve around experiences — a successful brand is always experimental and creates a feeling with the visitor.''
For more information on Chautauqua Lake Real Estate & Living visit: www.chautauqualakehomes.com
2 comments:
Roger Brooks, and his company Destination Development International, is a virtual "con"-fidence artist who has been preying on small unsophisticated cities for decades with his grand, unrealistic ideas and huge consulting fees.
Make no mistake, he's a master at how he does it. Here's Roger Brooks's tried-and-true formula for easily taking thousands of dollars from financially struggling small to medium-sized cities who are desperate for someone, anyone, to help bring tourists and investment to their area:
1). Travel to the client city, 2). Spend a few days in town, walk around and write down names of key attractions, shopping areas and recreational locations to be used in his final presentation, 3). Schedule and host one or more community assessment meetings over several months, 4). And then invite city leaders, local media and towns folk to a "boilerplate" final presentation at which he purposefully goes overboard glowing about all the great things for which they should be proud in their city (who could dislike a flatterer?).
After 30 years of dropping names and the numbers of his past clients (this is repeated numerous times during his presentations), his speech predictably includes the need for that city to have better signage and a logo while stressing the importance of being specific about the reason shoppers and visitors should spend their money there.
His "plans" are typically both ridiculously simplistic (taxpayers can always be expected to loudly voice their displeasure once they found out from local media how much money was spent on his "ideas") and so far-fetched and unrealistic to be laughable.
Finally, after telling them what they already know, Roger Brooks of Destination Development International will then take his huge check (anywhere from $7,000 to $165,000 depending on the city size and budget) and will fly back to Seattle, never to be heard from again....just like the "report" he leaves behind, full of blank pages to create a sense it's more substantial.
Here's a video showing one of his stereotypical phony dog-and-pony shows (look at his body language; the language of a con artist playing up to his audience before he asks them to open their wallets):
http://www.kalprod.com/webtest/
He just ripped off the City of Oxnard for $125,000 with his garbage! Here's a link to articles on that fiasco:
http://www.vcstar.com/news/2010/jul/22/oxnard-shores-put-forth-for-citys-brand/
http://www.vcstar.com/news/2010/jul/23/some-residents-reject-idea-of-renaming-oxnard/
Please, small city staffs, stop thinking there's a magic solution to getting commerce and visitors to your downtowns and regions. Throwing money at pie-in-the-sky "consultants" will just put you further behind, not ahead!
P.S. Want to see some hilarious "case studies" from Destination Devleopment International? Visit the "cast studies" section of their website at http://www.DestinationDevelopment.com.
It looks like he really knows how to analyse tourism. I did not know that about Mc donalds, but I am sure it is true, it is not random they let general public use the bathroom, it is an absolute marketing strategy!
When I travelled to Argentina, I had an apartment rental in Buenos Aires because I also wanted to study what are the most popular places visited by foreigners and understand what the market needs to improve the industry. I found out that people prefer to see tango shows and learn about wine in Mendoza. Those are the most popular destinations!
Cheers,
Julie
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