U.S. Municipality

Client Situation: A municipality desired to increase its economic and tax base, and believed this could be accomplished by an increase in hotel occupancies. ABA was retained to develop a tourism growth strategy based on destination marketing and related programs.

ABA Approach: ABA conducted a detailed review of tourism revenues across the state and the entire U.S. to assess what the market potential for the municipality could be. Next, we benchmarked the municipality's leverageable assets (e.g., hotel rooms, parks, events, business infrastructure, etc.) vs. those of other cities. Based on our analysis we developed a series of recommendations on where and how the municipality needed to invest in the town. We further developed a marketing communications strategy to help raise awareness and customer loyalty for the town.

Results: Our recommendations were accepted and the municipality has made the necessary investments to become a more attractive tourist destination. The town has achieved the desired growth and remains one of the more prominent destinations in the state.

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