What’s Next

by

Karen Raymore

Executive Director

Door County Chamber of Commerce and Visitor & Convention Bureau

 

“I was blown away by Door County…this is a national destination…a national treasure.”  This is how Roger Brooks of Destination Development, Inc. described the findings in his firm’s Destination Assessment of Door County. Brooks presented his findings to nearly 200 business owners and residents on November 7th.  He also repeatedly pointed out the importance of every municipality in Door County working together to ensure the county is positioned and marketed as a single destination.  This is the most effective way to maximize resources and guarantee that guests will travel from farther distances, stay longer and engage in more activities while visiting Door County.   

 

The Door County Chamber of Commerce and Visitor & Convention Bureau contracted with Brook’s firm last winter as part of a research project that will result in a Door County Strategic Destination Management & Marketing Plan, in short, a business plan for the county’s travel and hospitality industry. 

 

So where do we go from here?  The Assessment provided many suggestions based on the consultant’s brief visit to the peninsula and his Team’s experiences as secret shoppers planning a visit to the area.  Because several of Brook’s suggestions are dependent on additional funding sources, the Chamber’s Board of Directors has evaluated all the suggestions and has begun work on those that are within the organization’s current budget.  For example, beginning November 21st the Visitor Center lobby will remain open 24 hours a day to make visitor information available regardless of a guest’s time of arrival.  Also the print advertising campaign has been modified to reflect the nationally recognized accolades Door County has received.    

 

While a Destination Assessment provides an honest, no holds barred view of a travel destination it is just one piece of the necessary research to create long term plans for the health of Door County’s tourism industry.  The Door County Chamber of Commerce & VCB’s research project will include the perspectives of residents, business owners, non profit organizations, elected officials, visitors and vacation homeowners.  Working with UW Extension and private consultants, surveys are being crafted to get a picture of what makes Door County truly distinctive, what residents and visitors value the most about Door County, what experiences are most memorable, what are our greatest challenges, and more.

 

Creating a Strategic Destination Management & Marketing Plan takes input from all sectors of our communities.  It also takes time and patience.  The easy thing would be to write up a marketing plan based on the perspectives of the Chamber’s Board and Committees.  This would not accomplish the real goal – a measurable business plan that ensures the health of the county’s economy.  An effective and measurable strategic action/business plan requires input from everyone.

 

In addition to the research underway the Chamber is in the process of redesigning our web site and requesting proposals from advertising and public relations firms for our short term marketing plans (January through July) as well as long term marketing and positioning strategies.  The newly designed web site is expected to be launched in the first quarter of 2006.  The Chamber’s Marketing & Research Committee will begin reviewing the proposals for short and long term marketing strategies December 1st.  The Committee will be making their recommendation regarding marketing strategy  to the Board of Directors in early 2006.

 

We hoped the Destination Assessment would stimulate discussion and that it has.  We have heard both favorable and unfavorable reactions to the report.  The favorable reactions have far outnumbered the unfavorable.  We believe the Assessment is accurate.  Door County is a world class destination, deserving of the same recognition as other internationally recognized destinations.  The biggest challenge is glaringly obvious to anyone familiar with tourism marketing.  We do not have adequate funding to position Door County appropriately and run a competitive marketing campaign.  Consequently, other destinations are able to get the attention of travelers and lure them to their communities. 

 

As with any vacation destination we hope to attract new visitors and give both new and repeat visitors experiences that will entice them to stay longer and spend more.  When this is accomplished everyone benefits.  The Door County Chamber of Commerce and VCB is dedicated to positioning Door County among the world’s ‘must visit’ destinations.  We welcome all input.  Please contact us with your questions, comments and suggestions.   I can be reached at (920) 743-4456 or kraymore@dcwis.com.  Our Marketing Director, Jon Jarosh, can be reached at the same phone number or jon@doorcounty.com and our Membership Director, Phil Berndt, can be reached at the same phone number or phil@doorcounty.com.  We hope to hear from you and we will keep you updated on the progress of this very important initiative.