DNext Assessment Results 2023

DestinationNEXT Assessment Results

May 18, 2023

Paul Ouimet

Partner/President, MMGY NextFactor

A Strategic Road Map for the NEXT Generation of Destination Organizations

THE FUTURES STUDY

• Overview of trends and strategies for destination organizations worldwide

SCENARIO MODEL

• Detailed assessment of destination strength and alignment

• Previous studies in 2014, 2017, 2019 & 2021

• Updated DNEXT model in 2021

• New Study in July, 2023

• 320 destinations in 12 countries

Scenario Model

Alignment

Destination Alignment

Attractions & Experiences

Arts, Culture & Heritage

Destination

Strength Variables

Conventions & Meetings

Events & Festivals

Sporting Events Accommodation

Local Mobility & Access

Destination Access Communication Infrastructure Health & Safety

Business Support

Community Group & Resident Support

Government Support

Destination

Alignment

Variables

Workforce

Development

Hospitality

Culture

Equity, Diversity & Inclusion

Organization

Governance

Funding Support & Certainty

Regional Cooperation

Sustainability & Resilience

Emergency Preparedness

Economic Development

Stakeholders

Industry

Board Staff

Hotels

Attractions

Restaurants

Community Government

Business Community

Economic Development

Local Foundations

Education

Market

Meeting Planners

Tour Operators

Travel Agents

Event Planners

Corpus Christi Assessment Results

Destination Strength

Attractions

Memoires

Montreal, Canada

 Outdoor video projection experience at dusk

 Attraction runs year - round

 Downloadable app with soundtrack and historical context

 Unique historical depiction of Old Montreal

Events & Festivals

Mobility

Indianapolis Cultural Trail Indianapolis, Indiana

 8 miles of walk/bike paths through downtown Indianapolis

 Connects all six of Indianapolis’s Cultural Districts

 Features $2 million in public art

 Average expenditure by trail users $53

 $864.5 million of economic impact, 11,372 jobs created

Conventions & Meetings

Kentucky International Convention Center

Louisville, Kentucky

 $207 million renovation & expansioncomplete in Fall 2018

 200,000 sq. ft. exhibition space – a 30% increase

 Added 8 hotels in new convention center district - 6,300 rooms

 37% of rooms directly connected to convention center

Adequate economy hotel supply

Presence of established brand name hotels

Adequate supply of sharing economy accommodations

Short-term rentals do not impede the quality of life for local residents

Adequate beachfront hotel supply

Adequate high end hotel supply

Sporting Events

Grand Park Sports Campus

Westfield, Indiana

• 400 - acre park- opened in 2014

• 26 baseball and softball diamonds

• 31 multi- purpose fields for soccer, football and lacrosse

• Attracted 1.5 million visitors in 201561,000 room night bookings

• $220 million economic impact in first 2 years

Local Mobility Initiatives

Fort Lauderdale

Fort Lauderdale Water Taxi

Newport Beach

Balboa Peninsula Trolley

Summit County

Summit Stage Bus

Vancouver

Bird Electric Scooters

The Nighttime is for Everyone Dallas, Texas

Health & Safety

• A coalition committed to improving nightlife in Dallas, including addressing women safety issues

Destination Alignment

Hospitality Training

North Texas Hotel Association Internships North

Texas

• In addition to hospitality internships for students, they also have "externships" which provide opportunities for teachers and counsellors to work/visit different businesses and jobs

Community Alignment

Resident Advisory Council

Berlin, Germany

• Berlin creates council for local input in tourism planning

• Residents have a say in shaping city's tourism strategies

• Initiative aims to balance tourism growth with community needs

• Council empowers locals to influence decision- making on tourism development

Community Alignment

Sustainable Moments Campaign

Monterey, California

• Campaign focused on sustainability to generate local community & resident support

Tourism industry leaders are advocates of tourism

Tourism industry leaders are advocates of DMO

Partners are active and engaged

Partners are outspoken advocates of Visit Corpus Christi

DMO is well-known in the community

Non-tourism businesses have general tourism industry understanding

- Corpus Christi is in the Voyager quadrant with above average scores for destination alignment and below average scores for destination strength.

- Overall result improved from previous assessment in 2020.

- There is generally good alignment between all stakeholder groups.

- There are several key takeaways to consider:

Key Takeaways

• Work with local elected leads, economic development leaders and business groups to expand air service.

• Advocate for beautification efforts to increase feelings of safety, create a vibrant sense of place, and live up to the moniker of “Gulf Coast Capital.”

Funding Support & Certainty

• Consider community-wide destination master planning for prioritizing the need for additional attractions and experiences, plus future bayfront development.

• Advocate for additional hotel development to support the Convention Center and other key areas.

• Begin high-level discussions about future possibilities associated with gaming, casinos and sports betting.