Your Town –A Destination

The 25 Immutable Rules of Successful Tourism

By Roger A Brooks & Muary Forman

In order to be successful in making your community a destination:

1.       You must be able to get passer-by to stop

2.       You need to create ways to keep them in town longer

3.       You should strive for your community to become an overnight or multi-day destination

…It costs a whole lot less to bring the same visitors back again than it does to keep getting new ones.

Here is a summary listing of Roger Brook's 25 Rules and his presentation...

Roger_Brooks_Rules_of_Tourism_Presentation.pdf

Rule #1

Success Begins with a Good Architect- Approach your tourism plan as if you were designing a house. It should feature a welcoming entryway, all the necessary amenities such as bathrooms, a place to play, a place to relax, and a special room for each for each of your guests.

Rule #2

Relationships Require More than One Person

Your town will always be much more successful as one loud voice, rather than a bunch of small voices…Tourism partnerships are much like a marriage.

Rule #3

Put Your Bait out on the Highway- the rule of billboards and exits

People travelling at highway speeds have approximately 4 seconds to read your message.

Rule #4

Toilets Attract More than Flies

Restrooms are one of the easiest devices for luring visitors into your community….”Clean public restrooms –easy access” can translate into visitor spending.

Rule #5

First Impressions are really lasting impressions- The Rule of Perceived Value

Take a critical look at your gateway signage to see if it reflects the community picture you want to project.

Rule #6

Real men don’t ask for directions- the rule of way-finding

Directional signs help visitors navigate through the area, by telling them what there is to see and do, where amenities are located and where the attractions are.

Rule #7

20/20 Signage Equals $$$- the rule of perpendicular signs

Rule # 8

Parking is not just for lovers- the parking limits rule.

Numerous studies have shown that shoppers- especially the ones from out of town – take approximately 4 hours to satisfy their shopping and dining interest. Have a place for long term parking and parking for trucks and RVs as well.

Rule #9

 The Bellman does more than just open doors- the rule of front line sales

Front line staff should be able to educate tourism of local amenities to recommend reasons why tourists should stay longer in your community.

Rule #10

Kiosks Never Sleep – the 365 and 24/7 rule

Make sure your visitors can get information always at self serve brochure kiosks.

Rule #11

Critical Mass is Not Just a Religious Experience- the rule of convenience

The minimum critical mass to create a destination downtown is the 10+ 10+ 10+ rule. Within a two to three lineal blocks there should be a least- 10 destination retail shops, 10 venues for dining and 10 places open after 6 PM. Nightlife is critical. Entertainment is preferable.

Rule #12

If It Stinks , Use Deodorant – the rule of turning negatives into positives

Take a hard look at your town’s challenges and how you might be able to turn those into assets.

Rule #13

Insanity Has Its Own Rewards- the rule of being unique

Rule #14

Be Worthy Of A Standing Ovation – the rule of being the best

Simply self proclaiming that you’re the best won’t cut it. Your town needs third party endorsements.

Rule #15

 Movie Credits Tell The Real Story – the rule of Supporting businesses

What are the biggest draws to your community and does your town promote the supporting businesses.

Rule #16

Great Stories Make The Campfire Memorable – the rule of telling stories

Rule #17

The Shortest Distance Between Two Points Is A Good Time

If your community is located an hour from the major population area from which you are trying to attract visitors, it needs to have four hour’s worth of activities that cater to that visitor

Rule #18

Happiness Is Positive Cash Flow- the rule of marketing versus product development

Is your town under so much pressure to make something happen “now” that most of its funds are spent on marketing, even though its product isn’t fully developed?

Rule #19

Sell The Rapids, Not The River   -the rule of selling the experience

Rule #20

Make It Easy To Tell Your Cows From My Cows- the rule of branding

Rule #21

Photos Are Worth A Thousand Nights- the rule of “wow” photography

Rule #22

Don’t Let Your Last Opportunity Become A Lost Opportunity- the rule of closing the sale

Rule #23

Bragging Is More Effective When Someone Else Does It For You- the rule of public relations

Rule #24

Let Your Fingers Do The Walking – the rule of websites

Rule #25

Repetition Gets Results,

Repetition Gets Results – the rule of frequency