Tools and Resources to Understand Tourism in Your Community

Tools and Resources to Understand Tourism in Your Community

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Hi everyone! Welcome! On behalf of the Institute of Outdoor Recreation and Tourism or IORT at Utah State University, we welcome you to the fifth of nine sessions on the Red   Emerald Resilience Training Program. I am Danya Rumore. I'm the Director of the Wallace Stegner Center's   Environmental Dispute Resolution Program which is based at the University of Utah. and I am an IORT partner and will  be facilitating today's session.   To start us off, we want to highlight that  this training series is supported by the   Utah Office of Tourism's Destination  Development and Partner Relations Team   and we will give you a little background about the Red Emerald Resilience Training Series. As many of you know probably all too well, the COVID-19 pandemic resulted in serious economic   setbacks and challenges for the tourism industry in many destination communities throughout Utah   and the Mountain West and across the nation. Many businesses and tourism organizations are still   recovering and we're learning how to adapt in this post-pandemic world to address this need.  

The Utah Office of Tourism and IORT came together to build this webinar training series with the   purpose of helping Utah's tourism industry and local businesses recover from COVID- 19 and become   more resilient to future shocks. We consulted with industry leaders and business owners throughout   the state via interviews and a survey and we used what we heard via that consultation to inform the   creation of this series. The topics and design of the training series reflect what we heard   was most important. Our ultimate hope in conducting this training series is that through sharing best  

practices, strategies, lessons learned, and success stories, we can help Utah's tourism industry and   businesses thrive in an ever-changing world. For the full training series program, you   can check out our website. I'm going to put a link to that um, into the chat for everyone.   So you should have that there in the chat. This training series is organized into three segments.   The first segment focused on communication for resilience, the second segment focuses on resources   for resilience, and the third will be on planning for resilience. Today's session is the second in   our series on resources for resilience, and will focus on tools and resources to better understand   tourism trends and spending patterns in your community. As with all of our sessions, this  

session is particularly targeted towards people working in and with the tourism industry. However,   we expect that today's content will be relevant for anyone with an interest in this topic. Today,  we are joined by three special guests who will be discussing this topic and sharing their wisdom.   Denise Jordan, who is a Marketing Analytics and Research Manager for the Utah Office of Tourism.   Jennifer Leaver, who is a Senior Research Analyst at the Kem C. Gardner Policy Institute, which is   based at the University of Utah. And Jonathan Smithgall, who is Vice President of Digital  

Marketing and Media for Love Communications. Each of our speakers brings a unique perspective and   extensive experience working with the tourism industry. Our speakers will join us in a moment.   For now, I just want to say thank you to  them for joining us to share their wisdom.   For the audience, a few important  things to note about today's webinar.  First, this session is being recorded. We will share the session recording along with a webinar summary  

via our website after the event. In a moment, we are going to jump into the interactive presentations.   Throughout the session, those of you who are here on our live webinar should expect to   engage. We really want to hear from you as well as having you hear from our speakers.   So, we're going to ask you some questions and we would like for you to respond to those via the   chat function of zoom so we can get some feedback from you. We will also take your questions to the   speakers, but we will handle that via the Q&A function. So, just to run through the mechanics,   and we want to hear from you, so we're going to present you some questions via the chat function. And, we're going to have you put your questions to the panelists in the Q&A function. And you should  

see buttons for both of those at the bottom of your zoom screen. So, you can use the Q&A function   for your questions to the panelists. Use the chat function to respond to our questions to you.   Let's give that a try. And we want to hear  a little bit from our audience, so I'm going  

to ask everybody to open the chat function and click on the chat button on the bottom of your   zoom screen. You should see a chat screen open to the right hand side of your zoom screen. I'm   going to ask you to make sure that your chats are going to everyone so the panelists and the all the   people on the webinar can see what you're saying. So, make sure you're set up that way in chat. And   the first question to you via the chat function I'll give you a little time to respond to this,   is just how well do you feel you understand tourism trends and spending patterns   in your community? So, take a moment, think about that, when you're ready, type your   response into the chat function, and you  can hit enter, and just make sure that's   going to everyone, so we can all see what  people have to say about that question.

I see some responses coming in... Looks like we're already getting kind of a range of different levels of understanding which is what   we expected and I think very normal. Hopefully, there's something for everybody in this this webinar today. Seeing some feel they understand it very well. Some understand tourism trends but not spending   patterns. Not well at all. And, I'll give just  another moment for some of those to come in.   For those of you on the webinar I encourage you to look through the chat see what people are saying. ... Maybe about 10 more seconds to get  some answers entered into the chat. ...

It's also nice just to see who is here on the webinar. ... Alright. Hopefully, that gave everybody who wanted to respond a chance to put something in the chat.   And we'd love to hear from you. It gives  the panelist something to respond to. ... Some people just don't know [laughing] how they understand the trends. Totally understandable. Okay, so next   question to you all, what is one thing you're hoping to get out of today's webinar? This is   a great question to respond to because it can help us make sure to meet your needs to the best of our   abilities. So again, take a moment think about that.  When you're ready, type your response into chat. Hit enter whenever you're ready to submit that.  I'll give you just about 30 seconds to do that. ...

So, while these chat responses are coming in, I'll just encourage our panelists kind of   scroll through the chat, see if anything  sparked some ideas for you, if something   you might want to address during your  presentation or during our discussion.  ... From the responses that are coming in, seeing a desire for better understanding of tools and   resources, get a sense of what's going on here across Utah. I think a lot of what we'll cover   is relevant beyond Utah and there will  be a bit of a Utah focus. Latest trends. ... Destination Planning Development Management.  For anyone interested that topic I encourage  

you to join our next session on August 2nd. It's going to talk a lot about those related topics.   Okay! Lots of stuff there again. If you have other things you want to enter please do.   We're going to start to roll into our presentation. Thank you again for providing some input. To kick   off our conversation, um, so what everybody on the call knows what to expect, today's presentation   has been jointly prepared by our speakers so they are going to kind of deliberate tag team.   They're going to just roll through back to back. So, I'll have Denise Jordan join us in a moment,  

and then she'll just roll right into our other  speakers. We plan to leave some time for Q&A at   the end. So again, just a reminder please use the Q&A function in zoom to submit any questions to   the speakers or things you'd love for them to talk about. Things going as planned will have a little   time for Q&A at the end of our session. So with that, I'm going to pass it over to our panelists,  

and again, Denise, I'm going to have you  kick us off while you turn your video on.   And I'll let you say a little bit more  about yourself to kick off your presentation. ... It looks like we might have a little slide  thing going on there. There you are Denise. Great.   [Denise] I didn't find my buttons once I shared my screen. So let me just do this in the opposite order.  

[Danya] The joys of technology. Okay. Denise, you're on. [Denise] Okay. Thank you so much, Danya. And thank you everyone for joining today. Um, as Danya mentioned, I am the Marketing Analytics and Research Manager for the   Office of Tourism. And we have a lot of wonderful partners around the state. And I'm fortunate today,   to be joined by two other panelists who  are some of those partners, in addition   to IORT and the USU group, so thanks everyone. I thought it would help if we started off by   framing some of what the Utah Office of  Tourism Strategy is and hopefully a lot of   you are familiar with the Red Emerald Strategic Plan, it is our north star, and how we're watching   um, tourism around the state and and guiding our Office's efforts and how we measure ourselves and   those efforts. Uh, so these first three bullets here are imperatives that roll up to that Red Emerald  

Strategic Plan. I think a lot of destinations  are looking at similar things not necessarily   just focusing in on a high level economic  impact number or how taxes are contributing   to an area, but really understanding  what quality visitation looks like. And   encouraging visitors to stay longer  and engage more deeply in the community,   spend more money, participate in more activities, um, things that that bring that quality visitation up.  

We're also watching the distribution  of visitation whether that's around the   state or if we're trying to distribute visitation seasonally, or maybe by day of week, or time of day.   But that is another one of our Office imperatives. And then today we're really leaning into community   efforts and helping communities understand what resources they might have available to them, but   just a reminder that that is an important  element of our Red Emerald Strategic Plan. And  

um, leaning into community-led visitor readiness, letting the community work to decide what sort   of visitor economy they're desiring to have, and our office trying to support that through our Destination Development and Management Team. And then finally, this last bullet is uh,   from our Forever Mighty Initiative, which I hope a lot of you are also familiar with. And that   is more of our consumer-facing uh, manifestation of our of our Red Emerald Strategic Plan.   Um, and helping visitors understand how  to interact in the community and and be   respectful and responsible um, to the people and the assets when they're visiting. So,  

just a general framework. So today I  just this is a crazy slide. I wanted to   just show this to demonstrate how many different data sources our office is looking at together   with our partners to understand what is happening around the state and in different communities.   Not all of these are free and available  to the public but many of them are.   And um, a lot of these data sources didn't exist 10 years ago, and so I think just thanks to   technology and thanks to the resources that we have available to us, we are really able to use   a lot of information to help guide our efforts and understand how we're doing. So and today we  

want to focus on a few elements, talk a little bit about a Resident Sentiment Study that we   recently undertook. Show you some of the resources that are available on the site. Um,   Jennifer, from Kem Gardner, is going to talk about some policy and economic resources and then   Jonathan is going to share some other resources from a media perspective and and talk a little bit   about some of the items that they offer in some of our public meetings. So, to get started, I   wanted to talk to you about the Resident Sentiment Survey that we recently undertook. And so we did a  

survey. We took a statewide snapshot of how residents feel about tourism in the state. And then   we also broke that down into 14 different areas or communities, some that are more heavily impacted by   tourism than others. But, um, this top level metric here, where 59 of uh statewide residents said that   the positive effects do outweigh negative effects when you're considering tourism in your community.   That's a number that our office is watching and um, measuring as we're as we're looking at   that community-led development and also some of our Forever Mighty Initiatives.   Now if you look into different communities you would see that that number varies greatly, and so we also want to understand how different communities feel about that number, where you might   see 22 percent only saying that the positive outweighs the negative, or or up to 80 percent in some circumstances.  

And then just a couple more um, items from that survey, almost 70 percent do agree that natural   resource protection and tourism can be compatible.  And then back to the community part where 81 percent  think that uh, the State Office, the Utah Office of Tourism, should be leaning in and supporting   those local efforts within the community.  So this is um, some information that I want   to point out to everyone that's available for free. It's it's curated, exportable information  

that's available on our industry website. If  you go to, research, and then into these travel metrics, I think you can see my cursor here, but so this is what the data dashboard   looks like. And then over here on the right to the second arrow, is all of the sources that you   can see. So we are capturing um, occupancy, average daily rate, rev card numbers for hotel lodging, and   that's revenue per available room. You can see some of the tourism tax information that we're offering   with county TRT, resort community tax, car rental information or car rental tax information,   restaurant. We do share international spending and visit information. That's something we only   receive once a year and that the 2021 information should be available within the next week or two. So  

I encourage you to watch for that. And then we are bringing state park and national park and monument   information in with visitor information  in there. So you have this all in one place.   Airport information and  planes and d-plane passengers.   Um, and then also on that site in a link below those dashboards you can find um, a report that   we have produced every year and I call this kind of the who, what, when, where, why, how report.  

It offers a little bit of everything, telling  you who is visiting their origin markets. Why   they're coming here. What sort of places  they're visiting while they're here. Um,   what uh, their demographics are. You can also see some of their niche activities that   they're participating in and maybe understand a little bit more about what you might expect   someone to spend while they're in market um, participating in those different activities.   And then a little bit of information too  about satisfaction and intent to travel.   Um, so back to the public dashboards, I thought it would be a good exercise to just show you a way   that I use that information um, and that you could also use that information in your own community.  

We did take a recent look at how our  winter in southern Utah efforts were   affecting visitation and outcomes for tourism's effects. And so this is National Park visitation   looking at November through February timelines over time. This, this green and yellow are 2021   and 2022 numbers, and so you can see those winter numbers have been increasing. And then we took   a look at what that total share is relative to annual um, fiscal year National Park visitation,   and you can see that the share of visitation has increased over time from about 10 percent, almost   15 percent, during those winter months. And then we overlaid the occupancy information that we're also   sharing on that site and looked at the  different occupancy numbers in some of the   gateway counties in those areas. So, you can see this yellow line here looking at occupancy  

November through February um, and, and how it's uh, performing uh, over time. And and through our   efforts um, with the winter and southern Utah campaign. We also took a look at how the county TRT   tax collection, that's the transient room tax collection, in the different counties is trending   over time and the winter share of what that looks like annually. And you can see um, it has gone from   about 17 up to 23 percent in 2020, which I think was, a function of the pandemic. But still   remaining high through 2021 and uh, up to almost 20 percent. So um, you can find all of that on those uh,   dashboards that I mentioned. And now  I'm going to turn the time over to  

Jennifer so you can hear about the Policy  Institute and economic perspective from her. [Jennifer] Hi! Thanks, Denise. I appreciate that! So yeah, I'm Jennifer. Many of you know I am the State   Tourism Analyst. I work at the Kem C. Gardner Policy Institute, and today I just want to   introduce you to the wealth of information that we have on our website, particularly   county-specific information, our county profiles. So, this is our our homepage for our website. I put the   link up in the left corner. If you pull up the main page you can see economics and public policy,   and there will be a drop down list, which basically, has a whole bunch of different options. And so  

you would go to travel and tourism, and that's basically where you're going to find everything.   And that's what I'm going to show you a little bit about today. So, you open that travel and tourism   link, you can see the county tourism dashboard, so go ahead and we're going to start clicking   on that. And before I show you the actual dashboard, I wanted to show you the tourism county profiles.  

And I want to point out that these are one-page double-sided profiles. The pdf versions for every   county are found here. And so I'm just showing you where to find them with this, you click this link. And so the first page of the two-sided document, um, highlights each county's visitor spending and jobs.  

And uh, next slide. Um, this is a close-up look at the data that we collect and present. And I just   want to mention, a lot of what we do at the Gardner Institute is consolidate data and put it out there   in a form that's hopefully easy to understand and hopefully useful. Um, when, when Denise showed that   really busy slide with all of our data sources, we use a lot of those sources, take the information in,   and then try to put it out there to everyone. So here's a look at, I think this is Grand County, you   can see the visitor spending by type of spending. So you can see how it's broken down in each county.   Um, auto transportation, food service, groceries, it's going to look different in every county.  

And then we also like to point out the share, so the statewide visitor spending what is your   county's share of that spending? So kind of get that perspective. Um, which you know these profiles   are really good to use as a tool to take to a local, like a county board meeting, if you're trying   to justify, you know, some funding for some tourism-related projects, or to show you know, what, how, how   significant tourism is in your county. These are, these, these hard copies are great to take   and show to county, you know, local county members, um. And then also, we take a look at   jobs. We look at direct and indirect, and induced jobs. If anyone wants more information on that  

I can talk about that later in the presentation at the end. And then we look at jobs by   what types of jobs in each county. So in Grand County, you can see that accommodations, food   service, and recreation are the top three  sectors for tourism employment. Next slide.

On the back of these profiles, you can see  tax revenue and hotel data if your county has   enough hotel data or gets a star report. Something not all counties do. So, this is on the second page. We look at select tourism taxes like restaurant tax, county transient room tax, and motor vehicle   leasing tax over the past five years to look for trends. We also take a look at different   types of tax revenue that's generated, you know, looking all the way down to how much state   income tax, how much local property tax, are these businesses generating, these tourism businesses?  We also look at shares of local to state,  and shares of direct to indirect, and induced. And then, as far as the hotel data goes, we look at a couple years to see that, you know, how does   this year look compared to last year? Um, as you can see, 2020 is the most current data we have on these   for these profiles. But, you know, just looking at the hotel occupancy from year to year, you   can see these trends, these dips, um. One  thing that we can see when we look at   this is, you know, with the pandemic, we saw that in the rural counties, this red line bounced up   much faster than it did in the Wasatch  Front and the urban counties. So those  

are just ways that we can use, use the data to see what's going on in each county in the state.   And then, we look at the average daily room rate as well over the last two years. Okay, next slide. And again, here's just a close-up of the data I was just talking about, so you can see it better.  

Okay, so this is ... I want to talk a little about, the actual tourism dashboard. This is all of the data   that um, that all of the data that you just  saw, but is more in an interactive form.   It is in the process of being updated and  transferred into Tableau. Right now it's   probably not going to work for everybody the way that the format is right now. So we're just   in transition, but within the next month, I'm hoping that it will be up to speed. So, Denise, next slide.  

What you'll be able to see with this interactive dashboard is you can search by different counties.   You can see all the counties and you can see spending. This, I'm going to show you the spending   in the dashboard, but there will also be jobs, tax revenue, and, you know, different, different   views. So we're just going to look at the spending right here for, for the presentation. You can sort   by counties. You can look, you can sort by year and the data will shift and change. And   the maps, the county maps, are the heat maps that show um, you know, hopefully those will   they're going to hopefully change when you change the year, and the county, you know, when you change   the year as well. So, that's kind of our goal. And then if you hover over the counties, you   should be able to see the actual spending  or the jobs, etc. So, um yeah. So, next slide.

Okay, and so going back to the travel and tourism, and the county tourism dashboard page, we're kind   of skipping around a little just because of the flow here and what I thought made sense. There's   the pdfs and then there's a statewide tourism report. This is just kind of what it looks like.   This comes out once a year. I saw that somebody asked, how often we update the profiles? We usually   update the state report every year. Maybe in like October, November, and then the profiles,  

usually the goal is by the end of the year, by the end of December, once a year. Just because it takes   time to get that information, and to break it out by county. So that's a good question. Next slide. So here's just an example of what you  can find in our annual statewide report.   It has tons of charts and graphs at  the statewide level, and then, next slide.   Also at the county level, we always include some county maps that show different trends. This one is   I believe the year over change in um, transient room tax revenue, from 2019 to 2020, which um, you can see,   Salt Lake did not fare so well. But, you know, if you look at Rich County, these, some of these rural  

Utah counties did really well during the pandemic, relative to again, some of the urban counties. So we   can look at things like that. Next slide. Okay, and I just wanted to point out some new data that we've   been collecting and presenting, is short-term rental data. This is something that's a little bit   newer to, to us analysts. And I wanted to  point out these couple of maps because we   like to show the data in different ways. So this map shows actual annual short-term rental data,  

listings by county. And you can see  Summit County, Salt Lake, and Washington,   have the most, according to our data. And then, the next slide. But then, we take it a step further and   we look at okay, so that's how many listings, but how many listings are there relative to actual   housing units? To kind of give it some context and suddenly, you can see Grand County pops up   and Kane County and Garfield and, and Rich County. So these are some areas where, you know,  

a relatively good chunk of the housing units are short-term rentals. And so there may these   might be some hot areas to look at as far as housing shortages or affordable housing issues. Okay, and also just wanted to jump back and say again under the travel and tourism, going back to   this sort of main page, if you click the travel and tourism, um, you can see a list of all of our   publications, and the final thing that i wanted to point out is our blogs. So every six to eight weeks  

I will write a tourism-related blog that looks at some of the current issues. So um, I looked   at short-term rental market growth last month, and you know, we just look at different things, seasonal   employee housing issues, labor shortages. The new one, which will be out in the next week or two, is   going to look at sustainable travel. So we try to keep them really up to date and really recent and   throw some data in there. And, Denise, last slide. You can see I will incorporate data and into the blogs.   So, you know, check those out if you want to, you know, kind of stay current on things. They're a lot   of fun to write. And, you know, any, any questions you have, just let me know, and I can hopefully point  

you in the right direction. So, okay uh, I am going to turn it over to Jonathan now. [Jonathan] Thank you, Jennifer!   Okay, well this is exciting! I get to present the media agency's perspective on this. Again, my name   is Jonathan. I've been with Love Communications for  over 10 years, working with the Utah Office of Tourism  

that entire time. So I'm excited to to walk you through some of the stuff that we cover in our   monthly board meetings. Now these monthly board meetings are available to the public and uh,   just high level here, we cover campaign reporting travel trends, which I'll get into a little bit and   then we also cover custom research that our agency and the state are actively building together.   At the end of this, I'll show you some  forecasting tools that are available to you   as well as some contact information of people you can reach out to, to get that information.

So, to start I wanted to talk about example reporting. Now this is a lot of words on the slide,   but what I wanted to kick off was, was pointing out that we are looking at things like how are adrs   improving on a year basis but  more importantly since adrs are up   are they improving on a monthly basis we also  look at other camp the campaigns and how how   well it's performing in terms of ad effectiveness  and then our top performing markets which markets   are visiting and how long they're staying for if  we go to the next slide we'll actually look at   some data that's available available  to us where we're able to look at which   markets are driving the highest adrs on behalf of  our destinations within the state as you can see   here this was an example screenshot but it was  from our ski campaign where dallas was our top   performing market three years ago dallas was not a  top 10 market for us adr stands for average daily   rate so it's a hotel term for for how much the  traveler is spending per night on a hotel room   if we go to the next time yeah no problem if we go  to the next slide uh well sorry denise one back we   also look at the party size so comparing families  versus couples versus individuals traveling   just to see which ones are driving higher value  and you do see that families on average when   they've been exposed to our advertising  campaigns stay about seven days and also   spend the most on hotel rooms per night the last  thing i want to talk to you about what's available   in the campaign reporting is what destinations  within the state are are seeing hotel rooms booked   as as a result of some of the ad campaigns that  we're running now this is just example data but   this changes depending on what campaigns we have  live in the time of year that we're running them   so i want to get into travel trends because i  think this has been you know coming out of the   pandemic this has been one of the most valuable  things that the state in love has been providing   our industry and that is looking at what data  is telling us and what to be prepared for   so i'm going to run you through these are some  of the data sources that we use in compiling this   information it is compiled on a monthly basis but  jumping into it we look at tsa daily throughput   and as you can see here we have reached where  we were pre pandemic back in 2019 we're looking   at four years of data the red line is 2022. i  think the most recent stat was about 9 million   people traveled this past weekend on the next  slide we're also looking at what the feelings in   in optimism are for travelers across the  country and what we are seeing right now   is that there is this pessimism around uh the  fact that we might be heading into a recession   uh and what we're seeing and that actually that  number is off slightly 62 percent of adults said   they feel that the us is already in a period  of contraction with another 19 believing that   the country is heading toward one now on the next  slide what we're already seeing due to inflation   is that 36 of travelers have already cancelled  their trips now these are numbers that we share   on a monthly basis and this is the highest this  number has been since the beginning of the year   the other thing that is trending at the moment is  gasoline prices are spiking and you're seeing on   this slide you've got 69 percent of travelers  saying that if gas prices don't come home from   come down they'll be staying closer to home in  their travels so for a destination that might be   on this call this then starts to think have you  thinking about bringing your travel planning in   the markets you're targeting to closer regional  drive markets as travelers aren't driving as far   as they have in the past we're also seeing which  is a new trend it emerged in the pandemic but for   our ota partners it continues to show that about  48 of bookings or or searches are for last minute   trips usually within the next two weeks so that's  a new trend that has has remained for a while   some things that utah benefits from we continue to  see that people are looking to get out and enjoy   nature they're also interested in visiting  new places they've never been to before   and that is something that i think  we can capitalize as a state here   to bring travelers in uh want to  leave you with some optimism on this   we do see that about 89 of americans still  have travel plans for the next six months   but we are to kind of summarize we are seeing  they're just planning to take fewer trips and   they're not traveling as far as they would have  if we had asked the questions four months ago another thing that we do is looking in at research  trends and one of the things that is kind of i   don't want to say plaguing but there's a lot of  information out there about sustainable travelers   in a lot of the way those questions  are being asked is in an aided fashion   which can create what is called a halo  effect basically travelers thinking of   of their themselves in their best light and so  what we went to do was compare some of this aided   research which you'll see in this this next  slide is a question that was asked by expedia   how often if ever do you look for sustainable  options when traveling these good could be to   sustain the local environment economy or culture  what you'll find is that 90 of consumers are   looking for sustainable options when traveling  and what you'll find in that previous question   was that it was it was set up to the traveler in  an aided fashion now i'm not saying that people   aren't looking to be sustainable but i don't  think it's 90 of travelers are actively doing that   so what we did is we ran a custom research project  with the state to find out what travelers actually   are doing and so you'll see how we kind of changed  this and we didn't aid in the sustainable wording   into the question imagine you were preparing  for an overnight vacation what are some of   the things you are taking into consideration  at this point in terms of planning your trip   what you'll find is out of  1500 people surveyed only   four people mentioned ways to find out how  to minimize their impact on the environment   and only 19 people mentioned checking in on how  busy and or crowded the destination would be   so what we're finding is that it's somewhere in  the middle it's not 90 percent of people it's not   less than 0.04 of people but it's somewhere in the  middle and there's a lot of work left for us to do  

to educate travelers before they arrive in market  the next slide i wanted to give you guys access   to our sales reps now we we work a lot with these  sales reps on behalf of the state and they have uh   graciously offered if you're looking for travel  trend data please reach out to our sales reps   in the state they'll provide you with information  similar to what you'll see on this next slide and   again this this presentation will be shared  after but todd and josh are great contacts   todd's with tripadvisor joseph expedia but if  you look at this next slide that denise has up   this is taken at any point in time of future  outward looking bookings compared to where it   was the year before and so what you're seeing  for the month of july when we had pulled this   report 2022 was actually pacing behind 2019. now  expedia is able to pull this information for you   at a at a county level so so please reach out to  our partners they've been amazing to the state   and with that i'll uh i'll bring  it back so thank you so much all right so with that i'm going to ask all of our  panelists to come on have a little conversation i   also just want to remind the audience if you have  any questions for specific panelists or things you   would love for all the panelists to talk about  please use the q a function that way we can   keep track of that and pitch those questions  to our audience denise gonna have you turn   your video on if you can it says i can't because  the host stopped it can you turn me on i'm trying   there we go there we go all right perfect yeah  again fun technology it's always something so   actually i wanted to start quickly by asking  jennifer just a clarification question we got   a question via it was in the chat that just  asked when are the county profiles updated   i wonder if you can answer that yes um they are  updated by the usually by the end of december of   each year so annually great fantastic so my first  kind of opening question for you something that   really occurred to me is you've covered a lot of  material right there are many different sources   of data and things people can pay attention  to and i'm curious what your perspectives are   and i'd love to hear from all of you and feel  free to share different perspectives on this   what do you think are a few of the most  most important things for people to   pay attention to and understand about tourism  trends spending patterns in their communities and   why and how can different people in the tourism  ecosystem so businesses and local communities   lots of people in the tourism ecosystem how  can those different people use that information   anyone willing to take a  first step at that question i'll take a shot at it i think um something  that the state office is doing and um   and working with partners in different  communities to do is to really understand   the balance of what it looks like  from a stakeholder perspective   from a resident perspective and also from a  visitor perspective and so just really being   mindful to try to use the resources and um we did  share that resident sentiment information with   with our different partners around the state  and if you're interested in seeing some of that   information and you haven't seen it yet i'm happy  to um share that and so i could put my email in   the chat um but uh understanding how residents  are feeling and then what the what the visitor   is is experiencing in your area and also what's  important to the stakeholders and i think those   things go without saying but i think that just  understanding that balance is very important yeah and i just um as far as you know my part  here i would just say that it's really i think   important to understand that in travel and tourism  um there's a lot of economic impact so because   i think 80 plus percent of our visitors are from  out of state or they're not local to our county   or community that creates an economic impact  where in a lot of industries you know it's just   residents spending money in that industry in the  same area where they live which is not considered   an economic impact so i think just kind of  understanding this you know some of this um   benefits of tourism in that way and being able to  communicate oh look you know it creates jobs and   tax revenue because you know that's outside money  creating tax revenue for utah residents so just   being able to learn a little bit about economics  and i'm always you know willing to help explain   things the best i can to communicate that you  know can give you a little bit more i think um   a little more power and i'd say i'd say to  add to what jennifer and denise are saying   the great thing about where we are now is a lot of  this a lot of where we're at there's data in the   past that can help mirror maybe some of the the  decisions that we should be making you know when   when kovid started we actually looked at the  2008 recession as a proxy for what might happen   in travel and and use that to guide some of our  decisions in moving forward what we're finding now   in some of the travel trends that i shared there  that's a about five slides of what is typically   a 40 page report that we share at the monthly  board meetings we're trying to be future outward   thinking at a broad level that we do think works  on a community level as well because it does have   trends that will will reflect what is likely  heading um in our local communities direction excellent thank you all for taking that question  i want to ask a few simple questions or more   straightforward questions from the audience and  then i'm going to dive into another kind of meaty   question so just a first question which anybody  has information on this i'd love your response   there was a question of do you track blm  visitation or do we have any information   maybe i just say sort of generally with public  lands what kind of information we have in   addition to what's already been talked about yeah  we're we're not tracking blm visitation currently   um there's a lot of blm land uh in utah and  i know that there are certain areas that do   um have boots on the ground people doing some  um counting and visitation um analysis uh it's   something that that we need to look into a  little bit more i think it would be great we   we have geolocation information that  we're watching and so if there's a certain   area that exists on blm land we might wrap up  what's called a geofence or a polygon around   that particular area and then we're able to  see mobile devices um quantities of devices   that that might be visiting those places but we  don't have all of the blm land wrapped like that   although i do want to point out we do give a  report for grand staircase from the blm where   they do track a cert certain sites and um where  they have counters and we do compare that from   year to year so we kind of get a gist of what's  going on it there i haven't seen anything like   that for bears ears um but yeah but denise is  right like some of that is just tricky to get so another question about sources of data there  was a question about whether strava metro data   is used in office of tourism data analysis  or just anything about strava data that you   all can contribute yeah we have  we have not used strava data um   at one point a few years ago we talked about  whether or not to try to begin to use some of that   in some of our analyses and at the time um it was  felt that a lot of that data would be coming from   residents themselves and not necessarily  visitors who turn on their strava when   they're when they're visiting that may not be  the case actually i mean we should probably look   into that but we we haven't played around  with any uh strava data in our analyses okay and then question for jennifer in particular  although if anyone else wants to add to this   please do uh jennifer the question is you showed  2020 short-term rental inventory by county   um and the question is where is the gardner  center getting this data from and how or institute   getting this data from and do you have 2021  numbers right so i am getting this from a company   called transparent um in the past we've used air  dna so these are just different firms that scrape   data off of these short-term rental platforms  um and so denise and i have access to that and   they do update i believe is it monthly denise  so we may have up to maybe every other every   other month that's right yeah every other month  so maybe we have up to april or may for 2022. so i hope that answers your question great and then i'm going to leverage this next  question to lead into mine so there was a question   via the q a about what sustainable travel means  and i'm just going to kind of talk about what does   sustainable travel sustainable tourism mean what  does it mean to you all when you talk about it and   building on that uh one this is a topic  that's come up in a lot of our sessions   and i'm curious to hear more from you all about  how do you measure sustainability what are we   looking for how can we get information on  that what is the state and others already   doing to try to get information on that just  generally that topic of sustainable travel   sustainable tourism what does it mean how do  we measure it how do we use that information um well jonathan and i just attended a conference  uh ttra's conference in victoria and the   conference is called regenerative tourism um  i think there's a lot of different terminology   out there and it's a difficult word to define and  um i think it's also a difficult thing to measure   uh whether or not you're being successful  and um sometimes i hear the words perpetual   tourism economy but i think i think for me it  means leaving leaving our assets in a way that   lets future generations be able to also enjoy  them and traveling in a way that's respectful   um to the cultures and and to the places and the  people in the communities um jonathan jennifer you   might have a different way that you think about  it no i kind of i think you nailed it on the head   it it's a term that is thrown around widely in  in the industry and one that is so broadly used   uh in in the case of of what we're doing  for our ad campaigns sustainable travel   reflects getting someone who's going to stay  here longer than one night longer than two nights   because we know the environmental impact of that  one night traveler is it's more cost the hotel   more resources are used in that one night than if  they stay for three nights so getting the length   of stay to increase denise mentioned educating  travelers before they arrive in market that's   something utah's pioneering we've been dedicating  a percentage of our funds to educating travelers   before they arrive into our community so that  they know how to be a better traveler in market   and so to us that's kind of a part of what  sustainable travel means on a on a broad basis yeah um i think that i think that's great denise  and jonathan because it is super hard to define i   think personally i think of it as leaving the  place you visit a little bit more improved   or better than when you came or the way you  found it you know and learning about the local   wildlife learning about the local economy  trying to shop locally you know just   being very mindful when you travel i know that i  attended a webinar with some you know individuals   that are at the forefront of sustainable travel  and you know they're even talking about things   about eventually measuring you know water usage by  you know hotel water usage or carbon footprints of   how each traveler got to the destination and like  one day taking it to that next level and having   something measurable but you know it's a  ways out i think as far as that goes so i'll just add too that the um our office you know  our forever mighty initiative launched in 2019   and um with this uh uh resident sentiment  analysis we did do some baseline branding   understanding and and and what people knew about  forever mighty and some of the initiatives within   forever mighty and so we feel like anything  we can do to try to measure how we're doing   is um is a step in the right direction and so  we are continuing to follow on those questions   um that align with our forever mighty  initiatives and we'll be watching those over time   um so that'll be interesting to to follow and then  um one other thing that we did that i think is   really cool and interesting and we followed using  some advertising effectiveness research that we do   was with our forever mighty  initiative being more prevalent   we took last spring and summer's campaign  and we had an inspirational southern utah   campaign running and then for those people who had  seen that messaging or who we knew were intending   to travel or who had already planned a trip here  um jonathan mentioned that we've been serving them   ad so um so that they're prepared when they do  come and then when we evaluated those campaigns   aligned together what we saw was that a lot of the  attributes that we're watching for communication   and how people recognize this or perceive the  state was that that forever mighty layer on top of   the of the general campaign layer really boosted  um people's perceptions about the state and the   communications that were intended in general and  so it was really positive and encouraging for us any other thoughts on this and how to  measure it how to keep track of it or what we   maybe should be paying attention to  or what you'd advise communities and   others in the tourism industry pay attention to all right everyone said their peace um i do want  to note that in the chat there's just a comment   that strava metro is apparently now free um so you  no longer have to get a license through u-daughter   otherwise so just a note to the audience that  that could be a source of data even for you all   to use if that is the case and then jennifer there  was a clarifying follow-up in the q a just about   talking about the short-term rental  data that the 2020 numbers went up 21   um wondering if the 2021 percentages are different  so again if you have information on that totally   fine if you don't but that was the clarification  oh is that the the housing housing worry for the   short-term rental housing um that was a 21 share  i believe of housing units so 21 of housing units   i believe is what that what um was referring  to not necessarily not a year over year change   okay perfect i mean i don't know  if you know anything about the 2021 or so yeah i mean the percentages i don't  know denise do you know anything about the   kind of an overall short-term rental yeah i was  just trying to look as as we're talking there   was um i'm gonna put this article in the chat  wonderful there's been a couple recent articles   um about short-term rentals and outsized shares in  different counties this is 2021 information that   i just put in there and so you can find a little  bit in there it is something the the data that we   get from transparent is um a little bit dirty and  so we do you know each time we're using it we have   to kind of go through a process and clean and and  make sure that that we're looking at it correctly   but it is something on our radar that we  are interested in paying more and more   attention to i did see um nationwide that  may over may 2019 short-term rental in the   rentals in the u.s are up 26 over  over may over may from from 2019   um whereas uh traditional lodging is down  two percent now now that's a u.s number and  

i don't have that information for you today  about what utah specifically looks like   um but the gardner policy institute has been  really great at looking at some of the inventory   information um on our behalf and on others behalf  as well around the state and so we're we're trying   to be better about using that information  and we know it's important to communities and   increasingly more so so we're paying attention  to it yeah and if you have a specific question   to your county for example you know you want to  look at the last few months of 2022 versus 2021 or   something like that for your county you know i'm  you know i'm happy to help with that anytime so i appreciate the generous offers of our  panelists to help in different ways and even   just sharing the different sources of data  that already exist that folks can tap into   um i'm gonna ask maybe just one more question from  the audience before i start to wrap us up and this   question just circles back to the sustainable  travel question the question was in regards to   sustainable travel is there any focus to reach  out to businesses and encourage them to look   at their own sustainability less disposable  single-use items etc and i'm guessing denise   that's a question kind of predominantly to the  state yeah well we have a destination development   and management team i think maybe a lot  of you know bianca and selena and flint   who have also presented in the resilience series  i believe um and they're working with different   communities honestly it's not an office  initiative to try to to reduce individual um   plastic waste and that sort of thing but part  of the forever mighty initiatives do you know   encourage um end principles encourage um  you know responsible travel and and we did   have some messaging jonathan you might remember  better about what the trip advisor messaging was   that ran or that's still running i think through  august for people it's it's targeted to people who   are actually here in market visiting and there are  a lot of messages i'll let you talk about it but   yeah it covers everything from staying on the  trail to actually not using single-use plastics   and and carrying in a water bottle especially if  you're in southern utah shopping locally it's it's   really trying to to go into the forever mighty  ethos that denise has talked about and provide   travelers with information on why it benefits the  community so much when you follow these things wonderful thank you all for that and i will  use that as an opportunity to push our next   session which is going to be flint timmons  talking about many of the things the office   of tourism is doing and i suspect we will  get into this topic i'll say a little bit   more about that when we wrap up for now  just one final question to our panelists   i'm curious to hear from you all what  is just one final nugget of wisdom or   an actionable takeaway you want to leave our  audience with you can reinforce something you   already said if you want to drive that home  or if there's something new you want to add   that you haven't had a chance to say you need a  moment to think about it feel free to take that i think if there's something i could leave the  the community with and that'd be the monthly   board meetings are very important they provide  a lot of information and and what we are seeing   right now is that travelers are looking at  more regional trips than than ever before   costs are up and and so i do think it's not  a time for panic but we have to be realistic   about uh how far travelers are gonna be willing  to travel uh in in the current circumstances um i yeah i will just say that just actually  reinforcing something that denise said earlier but   i started this job almost 10  years ago and when i started   there was well there was very little  information available very little data   and so now we have so much and i just really  want to reinforce you know use the data   you know it's there we're all here to help  you and definitely take advantage of it i i just want to echo what you said jennifer  i i don't ever turn anyone away when they send   me an email or call me um and ask me to help  them understand information or where to find   information um and so please reach out please  uh if you you know have any questions at all   sophisticated or unsophisticated with data  use um anything's on the table and um i'm   always happy to to point you in the right  direction so that would be my number one   thank you to our speakers for your suggestions  advice and inspiration my key takeaway is that   these speakers are an amazing resource as are  their programs organizations and they're getting   there's a lot of data out there for everyone that  i hope folks will tap into i'm going to wrap this   up so speakers i invite you to turn off your  videos so you don't have to sit there awkwardly   why would you just a little wrap up i want to  turn back to our audience briefly before we wrap   up and just really want to hear from you all all  of our live participants what you're taking away   from this session so we're going to do that again  via the chat i'm going to put a prompt in the chat   you know the drill type your response into the  chat make sure your chats are going to everyone   so everyone can see your response so again  this question to the audience would really   love to hear what is one thing you're taking  away from this session so take a moment think   about that when you're ready type your response  into chat there are a lot more people on this   call than we're responding previously  so hopefully we'll hear from more of you give you about 20 more seconds to get some   responses in there i know it  takes a little time to type seeing people just identifying additional data  sources that there's a lot more data out there   than maybe you think you just need to go  out and look for it or know where to look a lot of appreciation for these different  data sources power of data right can really   help us understand what's happening or  what what might come down the pipeline   and give you just about 10 more seconds  to get a few more thoughts in there all right thank you to the members of  our audience who participated again we   love to hear from you know what you're  taking away what you're interested in   we do hope that everyone gained a lot of insight  from this webinar take away some concrete ideas   for how to better understand travel patterns  spending patterns in your community just want   to remind everyone that this webinar is recorded  it will be available on our website for future   viewing so if you found it helpful please share  it with others feel free to obviously re-watch it   spread the word about this session our previous  sessions which are also recorded our future   sessions and again just so it's there readily  accessible for you is the link in the chat to   our website we hope to see many of you at our  upcoming sessions the next session will be on   august 2nd from 12 to 1 o'clock mountain time and  that session as i previously alluded to will be a   primer on the utah office of tourism its programs  and its resources so really encourage those of you   especially here in utah to check that out as  you were hopefully already getting a sense the   office of tourism is a wonderful resource for the  tourism industry throughout the state others from   elsewhere might be able to learn from that as  well you can learn more about that session and   register on our training series website so check  out that link i put in the chat and again just a   reminder that you can access the past sessions and  those recordings on that website as well we really   want your feedback to help us make sure that our  future sessions really meet your needs so please   look for an automatic survey that will be sent to  your email as soon as this session concludes it   should take you just a minute or two to complete  it is very short and your doing so will really   help us make sure that we are meeting the needs  of tourism businesses and other organizations   across the state so with that a final thank you  to our panelists to our audience and again we hope   to see you at our next training session on august  2nd thanks everyone have a great rest of your day you

2022-07-13 21:00

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