Apr1 Laurel Highlands_Molly Foley

Attracting & Engaging the Next Generation Molly Foley, Next Generation Consulting

Monday, April 4, 2011

GLOSSARY OF TERMS


DINK


DINKDouble Income No Kids


YP


YPYoung Professional


EP


EPExperienced Professional


SITCOM


SITCOMSingle Income Two Children Oppressive Mortgage


BASIC


BASICBachelor of Arts Still in Customer Service


KIPPERS


KIPPERSKids in Pockets Preventing Early Retirement


We’ll talk about...Why the next generation matters

Intentional Design

The Patron Experience


Why does the next generation matter?


Demographics...let’s think beyond


Different generations - as consumers - see “things” differently


The next generation matters because they choose differently


Live First, Work SecondI want balance in my life.


30 is the new 20Adulthood has been pushed back.60% of Millennials in their 20’s receive support from parents


Life online is LifeIt’s not just for Tweens! (70% of FB users are 18-44)


Tech-savvy.

I’m skeptical.More people under 40 believe they will see a UFO than receive social security.


How can a region attract this tech savvy, live first generation?


Intentional Design


What do you want to be homesick for?


What do you want to be homesick for?

My dogs.


Joey Zach


Build on your assets and invest in the amenities that matter to the next generation


Seven Indexes


COST OF LIFESTYLECan I afford to live here?

Cost of LifestyleAffordability of the region - to live and play!


EarningThe quality and diversity of job and career opportunities.


VitalityNatural beauty of a region and healthy lifestyle offerings.


LearningLife-long learning opportunities & quality


Around TownEase of getting around town - and in and out of - town.


Social CapitalConnections within the region, engagement of all people.


After HoursThings to do after work, and on weekends.


Which indexes do you think impact/correlate to tourism?


Cost of Lifestyle

Earning

Vitality

Learning

Around Town

Social Capital

After Hours


After HoursCultural Events, Festivals, and Stroll Districts w/ coffee shops, restaurants, shopping, etc.


Around TownAccessibility to/from region and in and around region. Consider all modes of transportation - car, bus, train, bike, foot.


VitalityNatural Beauty & Outdoor Recreation - Parks, Trails, Water


LearningMuseums, Arts, Historical Sites


COST OF LIFESTYLECan I afford to live here?

Cost of LifestyleAffordability of Experience - Hotels/B&Bs, Attractions, Food


Keeping the Indexes in mind... How can we intentionally (re)design tourist experiences that make the next generation “homesick” for more?


This question launched our research around developing new - next - audiences for arts and cultural events.


First, let’s test our assumptions about the next generation and their leisure decisions.


True or False?Next generation is time starved. They don’t have enough time to visit museums, attend art shows, go hiking, etc.


True17.2 hours is the average amount of leisure time per week reported by the next generation.


True or False?Next generation uses the web to make “just in time” attendance and leisure decisions.


True78% of next generation make their decisions within 2 weeks of an event or leisure activity.


0%

10%

20%

30%

40%

Day of 2-3 days 1 week 2 weeks 1 month

Amount of Time Prior to Committing

Students YP’s wKids Single All 20-40 Over 40


True or False?Next generation uses alternative sources for event & leisure information.


TrueWord of mouth & friends is the TOP marketing mode for young people followed by email list serves, websites, and traditional media, such as weekly alternative newspapers.


True or False?Next generation wants everything for free.


FalseNext generation will pay.


$0

$8

$15

$23

$30

Mid-High User Low User Students YP’s w/Kids Single Non-white All 20-40 Over 40

Average Price per Ticket for Arts/Culture Events

$22


$0

$33

$65

$98

$130

Mid-High User Low User Students YP’s w/Kids Single Non-white All 20-40 Over 40

Highest Ticket Price for an Arts/Culture Events

$78


True or False?Next generation prefers to attend different & unique destinations, activities, and programming.


TrueNext generation looks for activities that offer learning, connecting and/or sensing opportunities.


Learning“I want to be intellectually stimulated.”


Connecting“I attend to be social.”“I attend to support a cause, artist or organization.”


Sensing“I crave multi-sensory experiences.”


The region offers the activities and amenities the next generation wants to invest their leisure time doing!


The key is building better connections & designing an OVERALL experience that can turn young customers into young patrons.


One who buys goods or services = customer


One who supports or champions something = patron


Patrons = Promoters

(a regular customer/referrals)


How can you develop patrons vs. customers?


Their experience has to be user-friendly, intentionally designed for “them”, & involve their entire experience.


The Patron Experience


Consists of Five Phases...


If you were going to attend an event or travel this weekend, where would you start?


Phase 1: Gathering Information



You are who Google says you are!


Next-gen goes where friends tell them to go


Information desired during Phase 1


• Things to do in area (L, C, S)

• Photos (show what they can experience - sneak peaks, video & audio clips, etc.)

• Reviews (both positive & negative)

• Maps• Hotel/B&B info & links• Transportation & parking options• Accessibility information• Activity times/length• Package offerings (package but BE FLEXIBLE! -

“create your own package”)

Information desired during Phase 1



The more information available online, the better Phase 1 experience


Phase 1: Gathering InformationGive them a virtual “taste” of the experience


Phase 2: Committing



Make it easy and make them glad they said YES!


Online Reservations/Ticket purchasing tips


• Allow & expect last-minute reservations• User-friendly reservation/ticket process• Sync with Smartphones• Don’t require un’s/pw’s• Only ask for email & CC info (secure & explain

fees)

• Seating charts/selection - (for performances)

• Coupons & Discounts - for things to do in area

• If you like this event....you might like this event

Online Reservations/Ticket purchasing tips


Phase 3: Arriving



Make it special and memorable from the minute they arrive


Consider your destination’s Social Graph, how you’re all connected to each other...


Generate a referral!


Destination/Venue/Building tips


• Easy directions, signage & way finding

• Music outside/inside• Public art scattered throughout the

region• Smoking areas not at entrances • Recycling and garbage receptacles• Be ready to give referrals when

asked...”do you know a good place to eat?”

Destination/Venue/Building tips


Phase 4: Destination Experience


Destination Experience


• Multi-sensory experience - (L, C, S)• Integrate technology - i.e. audio walking

tours• Artist dialogues/talk back/meet and

greet• Food/Beverage Tastings• “Stroll Districts” - multiple senses

Destination Experience


Phase 5: Post Experience


Phase 1: Gathering InformationExtend their experience


Post Event tips


• “Thank you for coming!”• Extend the experience online • Ask for online feedback, hosts

discussions about experiences• Ask if they will recommed...surveys

focused on NPS• Connect to their Social Graph

Post Event tips


Get “promoted” through your patron’s Social Graphs.


Net Promoter Score (NPS)Ask...“How likely is it that you would recommend or promote this destination/event/attraction to a friend or colleague?”


NPS Calculation

From Net Promoter Score website: http://www.netpromoter.com/


Generate a referral!


20%

13%

13%35%

20%

Time Spent in 5 Phases

Gather Info Commit Arrive Destination Experience Post-Experience


As you leave here today...


Consider what you want patrons to:

Think DoFeel


Phase 3: Arriving


Phase 2: Committing

Phase 4: Destination Experience

Phase 5: Post Event


Capitalize on your distinctiveness & expand your toolbox!


Q&A


www.nextgenerationconsulting.com


Apr1 Laurel Highlands_Molly Foley

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