Early this year, we conducted a Tourism Assessment Review for a small city that discovered that its tourism performance was declining. This was an attractive small city with an historic downtown that had successfully established a state-wide reputation as a destination for antique shoppers. However, our research soon revealed that in addition to facing increased competition from online antique stores, the city’s antique stores were falling short of the “antiques capital” reputation.
It didn’t take long to realize that antique store owners were disconnected and totally focused on their own businesses, making little or no effort for cooperation and collaboration with other businesses or civic organizations. In fact, most store owners did not speak to each other and simply regarded the others as competitors. It seems that over time stores were sold and new owners came in and rested on their laurels in the belief that the city’s reputation as a favored antiques destination would sustain itself without any effort on their behalf. They didn’t realize that the reputation was created by the totality of antiques-related experiences in downtown.
This assignment carried several lessons for the city’s tourism performance. Firstly, the Internet can be a positive and a negative force for some destinations. Secondly, sustaining a city’s brand identity, whether it has been formalized in a documented strategy or not, requires a concerted effort to collaborate, innovate and manage the promised visitor experience by everyone associated with the downtown.
Even though a downtown may have attractive architecture and well stocked stores, it’s the attitudes of residents and business owners that determine whether a place has a special sense of place and can elicit a sense of loyalty from visitors. And once the culture of collaboration is successfully established, there must be a conscious effort to “pass the baton” to the next generation of merchants. As for being competitors, the merchants need look no further than a food court or freeway interchange to see fierce competitors working together to create a bigger “pie” so that they can all get larger slices.
Produced by: Total Destination Marketing
Best Selling Book: Destination Branding for Small Cities