06-21-2022 Tourism - Eddy AlexanderThis region’s opportunity
•Tourism is becoming an ever-more crucial, significant and
vital industry for Pittsylvania County and the City of Danville
•According to VTC, the tourism economy was already
bringing in $2.4 million in local tax revenue annually and
supporting ~1,500 local jobs pre-pandemic
•Now, with the $500M, 600-room, Caesars resort project
under construction in Danville, those numbers are to surge
and the promise of the positive impact this can have on
quality of life in the area is driving local excitement
•By coordinating efforts and proactively engaging citizens in
the communications, planning, and outreach process as
they relate to tourism, we can work together to thoughtfully
and intentionally maximize the opportunity ahead
Meet the Moment!
GETTING ACQUAINTED
Eddy Alexander specializes in helping communities like yours position for and achieve
smart, sustainable growth. The Eddy Alexander team is uniquely qualified to serve this
community and we want to come up beside your team as experienced, committed
partners who can help you navigate both the risk and the opportunities ahead.
We are:
•11 years of consistent growth and recognition
•Nationally (and Virginia) Certified Women Owned Small Business
•Trusted by top clients nationally and internationally
•Committed to taking on marketing and communications projects that have a real,
measurable and decidedly positive impact on communities
•Savvy, data-driven, smart-growth advocates
ECONOMIC
DEVELOPMENT
TOURISM &
PLACEMAKING
EMERGING
TECHNOLOGY
PROFESSIONAL
SERVICES
HEALTHCARE HIGHER EDUCATION
Why Invest in Tourism?
•Positive economic, environmental, and social impact for the
community
•Bringing outside money into a local economy is a net
positive gain -more resources provides for better quality of life –more jobs, better public services, more abundant activities
•Tourism supports intentional preservation of natural,
historical, and cultural assets
•Tourism is the front door to economic development
How do we measure success?
•Average length of stay (longer stays = more economic impact)
•Citizen satisfaction (better resources, more things to do,
safer and more beautiful spaces to do them)
•Improved reputation –what are people saying about living,
working, playing, and staying here?
AWARE NESS
CONSIDERATION
PREFERENCE
SELECTION
EXPERIENCE
Tourism branding
impacts community
growth, site
selection, and
advocacy
Tourism Marketing Tactics
•Logo
•Color Palette
•Font Style
•Research
•Surveys
•Focus Groups
•Demographics
•Advertising
•Public Relations
•Events
•Packaging
•Pricing
A brand can be thought of as what people think and say about
you when you aren’t in the room to influence what they say.
BUILDING FOR REPUTATION & REALITY
PROJECT APPROACH
Eddy Alexander’s support is divided into five strategic work phases
DISCOVER
Gathering of all needed
details and research
related to the project
and its goals, targets,
and specifications
SYNTHESIZE
Outlining of project
priorities and
milestones and
formalizing “the plan”
for specific creative
direction
CREATE
All new design elements
are created and are
client-approved based
on interactive and
iterative feedback
sessions
IMPLEMENT
Once we have gained
client approval, we run
full quality assurance
checks, train end users,
and move assets into
market through brand
activation
MEASURE
As tactics are
implemented, our
team continuously
watches performance
metrics and offers
optimizing tactics to
drive to desired
outcomes
TOURISM MARKETING ROADMAP –WHAT TO EXPECT
•Secondary research
•Primary research:
community surveys,
historic visitation
analysis
•Synthesis:
community
validation meetings
•Creative development
•Focus groups
•Stakeholder
committees &
promotion planning
•Brand activation
•Website launch
•Digital ads
•Environmental displays
and experiences
•Earned media attention
•Ongoing marketing
collaboration
workgroups
•Social media
•Event & sponsorship management
•Multimedia production &
distribution
•Community relations
•Ongoing asset and Infrastructure
maturation
•Ongoing partnership development
(Group travel packages, OTA
Distribution, etc.)
GET INVOLVED:
Surveys
●Direct mail notifications –postcard invitations are being sent to
every home and business in the city of Danville and Pittsylvania
County
●Survey can be taken online with a computer, cell phone, tablet, or
at any of the local libraries
Community Presentations
●We will hold two community presentations to share our finding
and ask the community to valid or correct our direction.
Focus Groups
●Once we’ve begun our design process, we will hold focus groups
(selected from survey participants) to help us narrow in on creative
direction
TAKE THE
T OURISM
SURVEY!
We will create a unique visual and verbal identity for
your community that strives to be 50% authentic and
50% aspirational.
Authentic Aspirational
Aligned with Your
Community's Vision
Noteworthy
Differentiated
Rooted in Your Community's
Truth
Historically Accurate
Achievable
BRAND IDENTITY SYSTEM DESIGN
Questions?
You can reach us at 540.404.8152 or by emailing J.Eddy@EddyAlexander.com
Thank you for your time and consideration. We look forward to hearing from you.
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