Abstract: Tourism is big business. Presently, it is having a $5.4 billion annual impact in the state of Alabama. Because of the money spent by tourists, 122,513 jobs were created directly and indirectly. This accounted for 6 percent of Alabama's nonagricultural employment.
Keywords: Alabama Tourism Partnership, ATP, strategic marketing plan, Alabama Commerce Commission, Partnership Awareness Campaign
Tourism has the potential to increase in the future, but it will not happen without planning. Furthermore, the tourism industry in Alabama has had a history of being a fragmented group. To unify the tourism industry around a strategic plan, the Alabama Tourism Partnership (ATP) was formed. Just recently the Alabama Cooperative Extension System was invited to become a partner of the ATP. We accepted.
The Alabama Tourism Partnership is the focus of this Winter 2000 issue of Action. We examine what the Partnership is, what it has accomplished, and the significance of ACES' involvement with the ATP. The Community Resource Development (CRD) personnel directly involved in tourism development are Warren McCord and J. Thomas Chesnutt. Other contributors to this issue are individuals involved with the Alabama Tourism Partnership. These contributors are Steve Sewell, Director of Marketing for the Economic Development Partnership of Alabama; Jim Townsend, President of Townsend, Barney & Patrick, Inc.; Steve Bradley, President of Bradley Townsend Public Affairs; and Gary Ellis, President of Compass Marketing.
The next issue of Action will focus on sustainable development and will highlight the program developed by Dr. Conner Bailey of the Agricultural Economics and Rural Sociology Department at Auburn University. This will complement two earlier issues of Action, Spring 1999 and Summer 1999, which highlighted ACES' pollution control programs. For more information on these topics or suggestions for additional topics, contact the editor at (334) 844-3517, or FAX (334) 844-9022, or e-mail jchesnut@aces.edu.
J. Thomas Chesnutt
Editor
Extension Tourism Specialist
In its three years of existence, ATP has been successful in implementing several key components of the strategic plan, while moving other initiatives forward. ATP has also served as a voice for the tourism industry in Alabama, raising awareness of the impact that tourism has on the state's economy. "To their credit, tourism professionals were not going to be content with merely developing a strategic plan," said Steve Sewell, Director of Marketing for the Economic Development Partnership of Alabama and member of the ATP board. "They were adamant that something was going to happen as a result of the good work that had been done. Forming the Alabama Tourism Partnership was a bold move and we think it is a good model for how to go about implementing a strategic plan."
The organizations making up the ATP are the Alabama Bureau of Tourism and Travel, the Economic Development Partnership of Alabama, the Alabama Association of Convention and Visitors Bureaus, the Alabama Travel Council, the Alabama Hospitality Association, and the Alabama Cooperative Extension System, which joined the effort this year. Each organization contributes to the effort and has two representatives on the ATP board. Other tourism professionals in the state also participate in the effort, serving on subcommittees that have worked on implementing key strategies.
ATP's work to date has included developing a long-range marketing plan and branding strategy that is based on market research, helping to rework the governor's tourism conference to promote unity and recognize excellence in the industry, and developing an awareness campaign to promote the importance of tourism to economic development. ATP is continuing to address other issues that were key elements of the strategic plan, including funding, regionalism, and structure. And, it has been an advocate and voice for the tourism industry by meeting and communicating with leaders in the state about issues important to tourism.
As the organization matures, it will evaluate other opportunities to support the growth of tourism in Alabama, but its focus will remain the same. The ATP must be flexible enough to take advantage of opportunities when they arise, or to respond to threats, but only if those situations relate to the mission of the organization, which is to implement the plan that tourism professionals developed and endorsed.
Steve Sewell
Director of Marketing
Economic Development Partnership of Alabama
The plan was developed after months of study, meetings, and effort on the part of the Strategic Marketing Committee, a committee of the Alabama Tourism Partnership consisting of the best marketing and tourism minds in the state. Assembling several times throughout 1998, this group of experts met on a common ground: that a more organized effort was needed to market Alabama to the rest of the country and the world. The task was to bring tourism and travel in Alabama up to a high level of efficiency and effectiveness with a long-term focus and direction.
The recommendations were intended to act as a navigational tool for the state of Alabama for the next five years. It was also intended to transcend political administrations to guide Alabama's tourism efforts with one voice and a focus that would greatly benefit all concerned. In addition, these recommendations were made with the intent to expand budgets, reduce duplication of effort, streamline and focus Alabama's tourism marketing efforts for a more efficient and impactful result.
The massive job was broken down and handled by five task forces that analyzed and studied the appropriate sector of the Alabama tourism industry. These included Domestic Leisure, chaired by Gene Pinder; Domestic Trade, chaired by Sonny Mares; Research, chaired by J. Gary Ellis; Image and Branding, chaired by David Taylor; and International, chaired by Aubrey Miller. After reviewing Alabama's current situation, the following conclusions were used to develop the committee's recommendations. Almost two-thirds of all Alabama tourists either reside within the state (26 percent) or travel from the surrounding states of Tennessee, Mississippi, Georgia, and Florida (35 percent). Another revealing statistic, which helped influence the plan's direction, reflects the recognition that 84 percent of Alabama leisure visitation occurs from travelers who have traveled 500 miles or less. Recognition of these significant geographic implications resulted in the strategy to focus limited resources on high-yield, sustainable origin markets, located within a 500-mile radius of central Alabama.
One of the first steps the committee took was the development of a strategic positioning of Alabama from the mindset of our customers. After two working days and a lot of reflection, the following was developed. "Alabama is at the heart of genuine Southern style, entertainment and history and offers a great variety of experiences that are attractive to today's busy lives." The Bureau's current advertising campaign reflects this strategic position with its creative tag line, "Alabama, what you love about the South."
The next step was to identify the most important goals for Alabama to focus on achieving over the next five years. These strategic goals included:
Goal #1 - Create a positive image of Alabama's tourism offerings and experiences as a preferred regional destination by emphasizing our winning personality.
Tactics - Branding Campaign, Pride Campaign
Goal #2 - Create a sustainable high level of service that will be recognized as the best in the Southeast.
Tactics - Measurable Benchmarks; Statewide Training; integrate Vocational, Community, and University Curriculum
Goal #3 - Maximize the effectiveness of Alabama's total marketing resources through a comprehensive research system.
Tactics - Visitor Profile, Satisfaction Index, Volume, Economic Impact, Pulse Reports
Goal #4 - Focus Alabama's total marketing efforts (public and partners) on high yield, sustainable opportunity market regions, segments, and niches.
Tactics - Domestic Leisure, Domestic Trade, International
Much progress has been made in implementing these critical goals as evidenced by the Bureau's advertising and media plan. The intent is for all Alabama Tourism Partners to utilize the Strategic Marketing Plan as a guide to locating the state's best and most impactful opportunities for both the public and private sectors. Keep in mind, all strategic plans are living and breathing documents and should be updated and revised as market conditions prevail.
J. Gary Ellis
President
Compass Marketing, Inc.
Gene Pinder
Marketing Director
US Space & Rocket Center
ATP and the Alabama Commerce Commission
On April 2, 1999, Governor Don Siegelman created the Alabama Commerce Commission by executive order. The Commission is a 26-member panel directed to recommend to the governor a long-term economic development strategic plan. "As I've said all along, economic development is a top priority of this administration," stated Governor Siegelman. "This Commission will assist me in carrying out my commitment to the people of Alabama by helping to promote and oversee the development and enhancement of economic resources of our great state."
Governor Siegelman has directed the panel to evaluate the state's current economic development efforts, including the structure and operations of the Alabama Development Office (ADO) and to recommend a long-term economic development strategy for the state. While campaigning for governor in 1998, Siegelman made economic development one of his campaign initiatives, promising that the state's economic development program would be a top priority during his administration.
The Commission members are Chairman, Governor Don Siegelman; Vice Chairman, Dr. Tom Meredith, Chancellor, University of Alabama System; Lieutenant Governor Steve Windom; Senate President Pro Tem Lowell Barron; House Speaker Seth Hammett; Senator Charles Steele; Representative Frank McDaniel; State Finance Director Henry Mabry; Dewayne Freeman, Director of the Alabama Department of Economic and Community Affairs; ADO Director Ken Funderburk; Revenue Commissioner Jim Hayes; Bureau of Tourism and Travel Acting Director Frances Smiley, Post-Secondary Chancellor Fred Gainous; Les Steelman, Alabama Travel Council; Ab Conner, Business Council of Alabama; Fred Braswell, Alabama Rural Electric Authority; John Hansen, Economic Development Association of Alabama; Neal Wade, Economic Development Partnership of Alabama; Billy Joe Camp, President, World Business Alabama; Jim Williams, Institute for Ethics and Business in Government; Elmer Harris, Alabama Power Company; Dr. Bill Muse, President, Auburn University; Ms. Brenda Scott, CEO, Mobile Convention and Visitors Bureau; and Jim Lyons, Alabama State Docks.
Among standing committees of the Commission are Land Planning and Preservation; Black Belt, Rural and Community Development; Urban Development; Domestic Recruiting (including small business); International Recruitment and Trade; Retention and Expansion of Existing industry; Incentives; Infrastructure (including state docks and transportation); Strategic Planning; Education and Workforce Development; Agriculture; and Tourism.
The Alabama Tourism Partnership, through the Governor's Amendment Number 1 to the Executive Order creating the Commission, was offered an opportunity to nominate a representative of the private sector tourism industry in Alabama. The Alabama Tourism Partnership's nomination to serve as its representative is Ms. Brenda Scott, President and CEO of the Mobile Convention and Visitors Corporation.
Starting with June monthly meetings, the Commerce Commission solicited input from its various committees in regard to existing economic development infrastructure and key issues. The Commission held a series of eleven town meetings during August and early September to solicit input from interested citizens. At the meetings, everyone who wished was given the opportunity to speak and to submit written statements or position papers on economic development issues.
The Alabama Tourism Partnership has been very active in its advocacy of the tourism industry through meetings with Commerce Commission Vice Chairman Tom Meredith and others to provide input and to emphasize the important role tourism plays in economic development in Alabama. The ATP emphasized in its reports and in the several meetings that tourism is a $5 billion industry in Alabama and that any economic development restructuring effort should ensure that tourism continues to be a vital force in the state's economic future. The Bureau of Tourism and Travel Acting Director Frances Smiley serves on the Tourism and Black Belt, Rural and Community Development Committees and Brenda Scott is Chairperson of the Tourism Committee.
After evaluating input from town meetings and committee reports, the Commission is expected to make its recommendations to Governor Siegelman by early January. The Administration will then decide whether any legislative action is necessary to carry out the recommendation.
Steve Bradley
President
Bradley-Townsend Public Affairs
Extension Joins the Alabama Tourism Partnership
The Alabama Cooperative Extension System (ACES) has long had an interest in tourism as economic development and has participated in the tourism strategic planning process for the state. The fifteen-month planning process was completed in 1996. As defined by the plan, the mission is "to help Alabama realize the full potential of its tourism industry," and the vision is "to be recognized as the leader in delivering exceptional tourism experiences." The plan identified five primary issues facing the tourism industry and five corresponding strategies, as well as tactics for each strategy. These issues and strategies were as listed below.
The Alabama Tourism Partnership (ATP) was formed to implement the tourism strategic plan. Over the past three years ACES has worked with the Partnership as requested to assist it in achieving its goal. Recently ACES was invited to join the Partnership officially, and effective October 1, 1999, ACES became a member of the Alabama Tourism Partnership.
What does this mean for ACES and the clients we serve? The ATP board consists of twelve board members, and two of them are ACES personnel, Dr. Warren McCord, Program Leader for Community, Natural Resources and Youth, and Dr. J. Thomas Chesnutt, Extension Tourism Specialist. As a result, you have direct access to the ATP board through the ACES representatives. Any community, no matter how small, can have a voice in the implementation of the tourism strategic plan for the state.
Contact us if you have specific thoughts concerning the strategic plan, or if you desire additional specific information about the Alabama Tourism Partnership. We want to hear from you. We are here to serve you.
Warren McCord
Program Leader for Community, Natural Resources & Youth
Alabama Cooperative Extension System
J. Thomas Chesnutt
Extension Tourism Specialist
|
The Alabama Tourism Partnership (ATP) has embarked on a public awareness campaign, which includes various communications vehicles: print, radio, and video. Last spring, the Partnership produced two public service announcements (PSAs) and distributed them to radio stations throughout the state. The PSAs inform listeners of the tourism industry's role in Alabama's economy and the role of the Alabama Tourism Partnership.
The Partnership has also written and produced the comprehensive videotape, Tourism Works for Alabama. This entertaining video premiered at the Alabama Tourism Partnership Governor's Conference in July of this year. Designed to be used either by itself or as a program component, the video discusses the direct and indirect connections other industry segments have with tourism. For example, the forestry industry grows trees for the pulp and paper industry, which produces napkins used in restaurants where tourists dine. The tape also highlights the overall economic impact of travel and tourism on the state of Alabama, estimated at $5.4 billion in 1998.
ATP also unveiled a new brochure at the Governor's Conference. This colorful eight-page brochure explains both the makeup and mission of the Alabama Tourism Partnership. It cites the value of travel and tourism as a clean, promising growth industry that produces jobs for Alabamians. Furthermore, it emphasizes the wisdom of the development and implementation of a cooperative strategic plan as Alabama's tourism industry continues to grow.
Jim Townsend
President
Townsend, Barney & Patrick Inc.
| Winter 2000 | Editor, J. Thomas Chesnutt |
