Apr1 Laurel Highlands_Molly Foley

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

Monday, April 4, 2011

GLOSSARY OF TERMS


DINK


DINK
Double Income No Kids


YP
Young Professional


EP
Experienced Professional


SITCOM


SITCOM
Single Income Two Children
Oppressive Mortgage


BASIC


BASIC
Bachelor of Arts
Still in Customer Service


KIPPERS


KIPPERS
Kids 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 Second
I want balance in my life.


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


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


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


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 Lifestyle
Affordability of the region - LIFESTYLEplay!
COST OF to live and
Can I afford to live here?


Earning
The quality and diversity of job and career opportunities.


Vitality
Natural beauty of a region and healthy lifestyle offerings.


Learning
Life-long learning opportunities & quality


Around Town
Ease of getting around town - and in and out of - town.


Social Capital
Connections within the region, engagement of all people.


After Hours
Things 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 Hours
Cultural Events, Festivals, and Stroll Districts w/ coffee
shops, restaurants, shopping, etc.


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


Vitality
Natural Beauty & Outdoor Recreation - Parks, Trails, Water


Learning
Museums, Arts, Historical Sites


Cost of Lifestyle
Affordability of Experience -LIFESTYLE Attractions, Food
COST OF Hotels/B&Bs,
Can I afford to live here?


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.


True
17.2 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.


True
78% of next generation make their
decisions within 2 weeks of an event or
leisure activity.


Amount of Time Prior to Committing
40%

30%

20%

10%

0%
Day of 2-3 days 1 week 2 weeks 1 month
Students YP’s wKids Single All 20-40 Over 40


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


True
Word 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.


False
Next generation will pay.


Average Price per Ticket for Arts/Culture Events
$30

$23
$22

$15

$8

$0
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
$130

$98

$78
$65

$33

$0
Mid-High User Low User Students YP’s w/Kids Single Non-white All 20-40 Over 40


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


True
Next 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


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”)



The more information available online,
the better Phase 1 experience


Give 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


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


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


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?”


Phase 4: Destination Experience


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


Phase 5: Post Experience


Extend their experience


Post Event tips


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


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/


Time Spent in 5 Phases

20% 20%

13%

35%
13%

Gather Info Commit Arrive Destination Experience Post-Experience


As you leave here today...


Consider what you want patrons to:

Think Feel Do


Phase 2: Committing
Phase 3: Arriving
Phase 4: Destination Experience

Phase 5: Post Event


Capitalize on your distinctiveness & expand
your toolbox!


www.nextgenerationconsulting.com


Apr1 Laurel Highlands_Molly Foley

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