STRATEGIC POINT

3 A B C D E F G H

Improve visitor mobility into and within Baton Rouge. Baton Rouge is a large, spread-out destination with many visitor gathering areas/districts, and yet the visitor economy is dependent on efficient mobility. Mobility and access within the city/parish is critical to connect travelers from hotels to experiences. This includes walking paths and trails, expansion of trail to trail network, maintenance of trails, shuttles that connect travelers and groups to experiences and activity centers.

Partner with the airport to improve visitor access to car rentals, taxis and ride-sharing. The airport is a critical gateway into Baton Rouge. VBR will support and partner with the Baton Rouge Metropolitan Airport Commission and staff in all efforts to expand available flights and improve the traveler experience.

Encourage increased availability of high-quality, on-demand transportation such as taxis and ride-sharing. Readily available transportation is even more crucial during the evening dining hours.

Provide communication and leadership during I-10 construction. Visit Baton Rouge will communicate with both visitors and throughout the multi-year I-10 corridor expansion.

Coordinate on-going improvement of signage, wayfinding and GPS guidance within Baton Rouge. Investigate all methods of engagement (signage, GPS, geofencing, etc.) with visitors to ease wayfinding within the destination.

Provide proactive communication with meeting/event planners to coordinate transportation of event attendees within the destination.

Offer shuttle transportation for groups to overcome the negative image/inconvenience of highway construction.

Support the development and maintenance of gateways into Baton Rouge as part of an image/awareness campaign. First impressions are critical for arriving visitors.

Support litter abatement and beautification efforts starting with gateways and then all visitor areas to enhance the image of Baton Rouge as a beautiful city.

MEASURABLE SUCCESS:

Gateway improvement plan

Active engagement with airport leaders

New in-market wayfinding programs

Group shuttle services

Litter and beautification programs

Advocate and provide leadership on travel industry issues that hold Baton Rouge back as a destination. Partnering with other economic development entities is critical to drive economic growth for Baton Rouge. VBR will regularly convene travel industry businesses and conduct research to identify issues affecting the Baton Rouge travel industry. Developing partnerships with other economic development entities and DMOs in the state and region will leverage the industry’s voice when reaching out to state and federal officials.

Create a policy/action task force of travel industry leaders and conduct regular listening sessions and surveys to identify issues that affect their growth and success.

Advocate for competitive funding for VBR and deliver demonstrable ROI.

VBR will promote a culture of diversity, equity and inclusion through its marketing efforts, hiring practices, vendor opportunities and visitor experiences while displaying a passion for and an appreciation of the travel and tourism industry offering an authentic Louisiana experience.

Improve the crime, safety and cleanliness image of Baton Rouge. VBR will advocate for and support city/parish agencies in the reduction of crime and litter to create a safer environment for both locals and visitors.

Foster and support an abundant and well-trained workforce for hospitality businesses. VBR will coalesce the travel industry businesses with schools, governments and workforce organizations on a long-term plan to inspire younger generations to seek out careers in hospitality, to provide training/education for those entering the workforce and to address competitive pay and benefits to retain a qualified workforce.

Create a Baton Rouge travel industry employment index to identify the number of open full-time and part-time positions with local businesses.

Partner with secondary and vocational schools — programs should be offered to 1) generate interest in hospitality industry careers and 2) provide training and skills for careers in hospitality.

Partner with Baton Rouge and state employment services to identify potential hospitality workers, provide training, conduct job fairs, provide transportation, etc., to move people into full-time employment.

Monitor the residence location of hospitality industry workforce to determine the availability of affordable housing and short-term housing within Baton Rouge.

Address transportation issues of hospitality workers.