TEMPLE, TX & AREA
ALIGNED DESTINATION MARKETING RECOVERY & BUSINESS PLAN
FY2021 – FY2023 3 YEAR DESTINATION STRATEGY PLAN SUMMARY
A companion to the multiyear destination strategy is a detailed annual Destination Marketing Recovery & Business Plan with seven target markets have been identified.
FOOD, SHOPPING & AGRITOURISM OUTDOOR RECREATION & ADVENTURE TRAVEL ARTS & CULTURAL HERITAGE TOURISM HEALTH & WELLNESS TOURISM VISITING FRIENDS & RELATIVES, BLEISURE & PASS-THRU TRAVEL MEETINGS & CONFERENCE TRAVEL
STRATEGIC TOURISM PLANNING APPROACH
The destination strategy was prepared over the four-month period of March to June 2020. It is based on a thorough program of work including relevant tourism secondary documentation review, city strategic plan alignment and a specific strategic destination planning survey. Detailed discussions with Marketing & Communications and Parks and Recreation/CVB personnel plus twelve personal telephone interviews with community, civic and visitor industry leaders were conducted. Stakeholder views and insights centered on topics related to destination challenges, marketing and development opportunities and future tourism initiatives.
SPORTS EVENTS TOURISM MISSION
Proactively developing, marketing and selling the Temple area experiences through exceptional service without exception.
TOURISM PROMISES VISITOR PROMISE TO CHAMPION TEMPLE AREA EXPERIENCES.
VISION 2030
Becoming a respected and highly performing leader in destination marketing, development and advocacy.
STAKEHOLDER/PARTNER PROMISE TO FACILITATE TOURISM BUSINESS DEVELOPMENT, INDUSTRY EDUCATION AND ADVOCACY ENGAGEMENT.
CORE FOCUS Drive Visitor Demand
VALUES
FOR FURTHER INFO ON TEMPLE, TX & AREA TOURISM PLANS, CONTACT
HEATHER BATES, DIRECTOR, MARKETING & COMMUNICATIONS TERESA ANDERSON, FCDME, DESTINATION MARKETING MANAGER
DISCOVERTEMPLE.COM #discovertemple
#visittemple
#experiencetemple
#TPLTX
• • • • •
Commitment Innovation Integrity Collaboration Accountability
Enhance the Visitor Experience Communicate Tourism Relevancy & Viability
TOURISM OPPORTUNITY CHALLENGES
LEAD MARKETING & PROMOTION
DRIVE VISITOR DEMAND
INITIATIVES
ENCOURAGING AND SUPPORTING NEW AND/OR ENHANCED VISITOR EXPERIENCE DEVELOPMENT with focus on downtown Temple and other city and county-based tourism/recreational districts
2020/2021
2021/2022
2022/2023
DESTINATION MARKETING, SALES & SERVICES Implement a formalized partner-based destination leisure/group marketing and sales strategy with appropriate resources Redevelop the destination website with new content and messaging pertinent to the Temple, Belton and Salado area
AGREEING ON AN EFFECTIVE DESTINATION MARKETING APPROACH and organization realignment
Develop and implement a regional/drive-in market visitor communications program with hotel industry partners Increase targeted social media engagement
PREPARING AND EXECUTING AN INTEGRATED AND TARGETED DESTINATION MARKETING/sales recovery plan
Formulate specific tourism strategies related to sports and festivals/events
INCREASING TOURISM ADVOCACY and its importance and value communicated to stakeholders and residents
Conduct and apply directions from a research-based destination brand strategy
FACILITATE DEVELOPMENT
ENHANCE THE VISITOR EXPERIENCE
INITIATIVES
2020/2021
2021/2022
2022/2023
DESTINATION DEVELOPMENT Further develop the downtown Temple visitor experience
1. INCREASE DESTINATION BRAND AWARENESS AND CONVERSION 2. FACILITATE IMPACTFUL TOURISM DEVELOPMENT 3. ENGAGE IN INFLUENTIAL DESTINATION PARTNERSHIP AND COMMUNITY RELATIONS 4. AFFECT HIGHER ORGANIZATION SERVICES AND RESOURCES
STRATEGIC PRIORITY INITIATIVES
FOUR STRATEGIC GOALS
Support transportation and Wi-Fi connectivity strategies Prepare an agreed-to updated destination vision and tourism product development strategy, sometimes also referred to as a destination strategic plan or tourism master plan
ENGAGE STAKEHOLDERS & RESIDENTS PARTNERSHIP & COMMUNITY RELATIONS
ENGAGE IN INFLUENTIAL DESTINATION
INITIATIVES
2020/2021
2021/2022
2022/2023
DESTINATION ADVOCACY & STAKEHOLDER RELATIONS Develop a stronger visitor industry team relationship and resident understanding of tourism Seek and form leveraged government/private sector tourism partnerships to achieve mutual gains
ATTAIN RESOURCES & RESULTS
AFFECT HIGHER ORGANIZATION SERVICES & RESOURCES
INITIATIVES DESTINATION RESOURCES & MANAGEMENT Agree on a city-integrated destination marketing approach covering development, operations and marketing communications Regularly review and update the destination strategy and aligned destination marketing/sales recovery strategies Prepare and report on destination and city tourism operations and promotional program performance results Examine fully current and potential destination funding sources
2020/2021
2021/2022
2022/2023