Tourism goes beyond the basics at the Cedar Rapids Area Convention and Visitors Bureau annual meeting

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Note: Quinn Pettifer is a board member for the Cedar Rapids Area Convention and Visitors Bureau, and brings that experience to this report on lessons learned. 

Roger Brooks, national speaker and author of "Your Town, A Destination," revealed the essential ingredients when building a strong community brand for prospective tourism at the 2014 Cedar Rapids Area Convention and Visitors Bureau Annual Meeting on Tuesday, Sept. 23. Brooks' unfiltered tips left attendees with an undisputed message: tourism cannot thrive without collective community marketing and understanding of what makes the town unique. Contracts, slick deals and a “see for yourself” message don't make the grade.

What are we really selling? Our community, and the things that make us uniquely us.

Brooks' message comes at a time of crossroads for the CVB. In late June 2014, Executive Director Marilee Fowler announced her retirement from the organization, agreeing to stay with the organization through the search committee and offer of the position to a new candidate.

The vacant position, however, sparked a larger conversation about the future of the organization.  The conversation of “what's next?” for the CVB followed, with ongoing community conversations between city and CVB stakeholders in exploration of potential areas for enhancement and growth at a critical development time for Cedar Rapids. With over one billion dollars in community development well underway, opportunities to showcase the community have surfaced including the All America City presentation and award received in July.

What comes next will be a report from city-contracted consultant Chris Stone, President, Greenville, South Carolina Convention and Visitor's Bureau  who visited with dozens of community stakeholders on the needs and opportunities for tourism, events and programming that will enhance assets of the city and drive future economic development.

“With change comes opportunity,” observed incoming CVB Board Chair Bill Neppl of Bradley and Riley, P.C.  “This is a time to explore the CVB's role in community, economic development and tourism for the future.”

Roger Brooks gave CVB annual meeting attendees plenty to think about when considering the driving pieces of community promotion. Throughout each lesson presented, understanding of our unique pieces, inclusivity, community resource collaborations were all must-haves:

1. Jettison the generic. Play up the strengths of the community and think about items we might take for granted. The simple stuff has potential to create big attention.
2. What do you have that the people you are hoping to attract can't get or do closer to home? How many communities can say they have a Brucemore?  Or a Theatre Cedar Rapids? Our bragging rights are out there, we simply need to take a collective look at that which makes us uniquely us.
3. The narrower the focus, the stronger your success will be. We don't have to be everything to everyone. Messaging needs to be inviting but with intent.
4. Partnerships require more than one person. Things can't be done by a staff of four, or even 40. For community pride and to truly walk the talk, individuals, organizations and businesses across the spectrum must have a deep commitment and willingness to jump in.
5. The more you offer collectively, the further people will come and the longer they will stay. Why compete? In a given trip to our community, the more options, the better. How often does one simply venture out to a museum, a show, a sporting event and that's their one and only stop? Make it a package deal. Build on the power of collaboration.
6. Make digital marketing priority no. 1. We're in a tech-driven, ‘want the information yesterday' kind of world. Printing maps, lists and having packets of information might be comforting, but the minute you hit print you run the risk of being outdated and irrelevant.
7. Acknowledge your anchor attractions. Don't think of it as a competition. Placing your strongest attractions at the forefront will encourage inquiry of what else is out there?
8. Think demographics-Boomers and Millennials (1977-1996)-cater to the millennials and the boomers will follow. Today's parents spend more time with their children than their parents did in 1965. Multiple generations of families are traveling together. Nearly 21 million Americans took a trip with three or more generations in 2012.
9. Women are ruling the world. 80 percent use the internet before buying, 70 percent of new businesses are started by women92 percent pass on information to other women
10. Pair up downtowns and tourism. Join them at the hip; think community first and the tourists will follow. Stay open later. 70 percent of all consumer retail spending takes place after 6 p.m. Pride includes curb appeal-be welcoming, especially physical space.

The Cedar Rapids Area Convention and Visitor's Bureau along with the City of Cedar Rapids will receive the consultant report and recommendations in early October. Meanwhile, exciting programming and events continue, led by CVB staff and stakeholders and ideas on what's next are always welcome. Restaurant Week is already seeing record participation and impact, tipping the hat to the local, unique eateries offered throughout the community (#EatWeekCR) and Fall/Winter programs are already underway as listed on their events calendar (

www.cedar-rapids.com/events)