Becoming a Tourist Attraction, Part 3 in a 3-part series

This is the last of our series on attracting tourists to your restaurant.

Becoming a Tourist Attraction- Part 3

Whether or not you are near a tourism hub, you may be able to attract travelers to your restaurant. By establishing yourself as unique, you can turn yourself into a destination for culinary tourists. Try the following:

Offer regional cuisine.

Many travelers are looking for cultural education, and offering unique, regional cuisine will pique their interest. For example, if you are in San Antonio, consider serving chile con carne. If you are in Chicago, serve gourmet hot dogs. If you are on the beach, serve fresh seafood. You could also serve local wines and beers, or feature local produce in your menu.

Develop your unique selling point (USP).

The more unique your restaurant, the more likely you will become a destination for tourism. Theme restaurants, exhibition cooking, and unique dining experience can attract tourists. For example, Casa Bonita in Denver attracts tourists by offering cliff divers, costumes and other forms of entertainment. You could renovate your restaurant to include a unique interior design or even offer cooking classes to teach tourists how to make local dishes.

Get press.

The best way to become a tourist destination is to get regional and/or national press. If you get enough press and good reviews, travelers might visit your area just to eat at your restaurant, or they may remember your restaurant when the inevitable question is posed: “Where should we eat out tonight?”

Organize a local culinary event.

Get together with other local businesses, restaurants and farmers’ markets to organize a regional or city-wide culinary festival or dining event. For example, restaurants in the City of Boulder host an annual weeklong event called “First Bite,” where top local restaurants offer a unique three course $26 fixed-price dinner menu. Such an event may require you to work with the competition, but it can increase culinary tourism in your area, especially if the event highlights regional cuisine. If your region already puts on an arts or culinary festival, like “Taste of Georgetown,” make sure to participate or vend at the location.       

Thank you for reading our three-part series on attracting tourists to a restaurant. For further information on making your restaurant more attractive to tour groups, please contact sales@visitkankakeecounty.com. 

Capitalizing on a Nearby Tourist Attraction, Part 2 of 3-part a series

Please enjoy the second part of our series on attracting tourist to your restaurant.

Capitalizing on a Nearby Tourist Attraction  Part 2

If you operate a restaurant near a tourist attraction like a museum, beach, theme park or event center, make sure you capitalize on your good location. In addition to the essential marketing techniques mentioned above, use some of these tactics to catch the interest of tourists:

Use outdoor signs.

A large sign and a sidewalk menu will help you attract passersby. Prominent outdoor signage is especially important if you operate within walking distance of a major tourist attraction, like a beach, museum or downtown.

Buy billboard space.

To attract tourists traveling by road, consider purchasing billboard space on a major interstate, especially if your restaurant is near an exit. It is also a good idea to advertise on the major highways near the airport, since you might catch the eye of a traveler in a cab or rental car.

Advertise in newspapers.

Many travelers will buy a local newspaper or pick up a free one at their hotel. If you hope to attract their business, consider advertising in the papers, especially during tourist season.

Form partnerships

Partner with charter bus companies, travel agencies, local hotels and event centers. For example, you could agree to give discounts to mutual customers, and ask them to distribute coupons or menus for your restaurant. Some hotels and convention centers will even give visitors a coupon book for local businesses. You should also consider forming a friendship with and giving a permanent discount to the employees at hotels and visitor centers. Many travelers will ask these locals for restaurant recommendations.

Become a rewards provider.

As a rewards provider, joining a rewards network – like ThankYou, SkyMiles Dining or Rewards Network Restaurant Cashback – can help you to attract business from people who eat out frequently when traveling.

Be sure to check back for the last entry in the series: Part 3 Becoming a Tourist Attraction

How Baby Boomers Influence Travel, Part 2

Here is the second installment on Baby Boomer Travel:

7. Boomers think they are special. Always been a force to be reckoned with, they are very demanding consumers. "Whether they go budget or luxury, boomers tend to want the best," said Day.

What boomers definitely do not want is herding. To many boomers, group travel has the faint aroma of a cattle drive. This has prompted some operators to drop tours from their names. Others have pared down group size, either by forming smaller groups or breaking larger groups into subsets which engage in different activities simultaneously.

Day suggested tour operators offer products that provide group transportation and accommodations, but impose a less rigid structure on travelers' daily movements. "I can see a much more à la carte approach that allows more independence," she said. The experts also recommended promotional materials down play the group aspect of tours and emphasize the benefits to individuals.

8. Boomers like creature comforts. This fact, according to Malott, actually keeps boomers from booking the exotic locales they profess to like. Day puts a slightly different spin on the issue. "A tent is OK," she said, "but it better have a great view and great food. Even if you're in the wilderness, luxury is being served a delicious meal without having to lift a finger."

9. Boomers are time deprived. To get relief from their stressful schedules, boomers vacation at spas where they can do absolutely nothing but be pampered. Or they may go to the opposite extreme, choosing adventures that are physically or mentally challenging - or both.

When booking travel, boomers also need time-saving devices. They like 800 numbers, the Internet, videos and virtual reality because they offer convenience and interactivity. Their predilection for technology can reduce travel suppliers' costs for agents' commissions and printing and mailing brochures. However, it also means call centers must be staffed to meet whenever boomers call.

Internet use is so common among Mature Traveler readers, editor Malott automatically lists website addresses along with phone numbers. Day pointed out that boomers use the Internet more for information gathering than booking. "It's human nature to want to feel connected to what you're about to sign up for," she said. However, she added, boomers also like the freedom of not involving other people when they are exploring a subject. Their attitude is, "When I've decided, I'll initiate the next move."

10. Boomers will pay for luxury, expertise and convenience. ATM fees, nannies and bottled water prove boomers are willing to pay for what they want. Mancini noted, "Boomers are willing to do things for themselves, if it's a hobby or if they think it won't require too much effort, but they really like to hire others to do it for them because it implies status."

Organized group travel becomes valuable to boomers when it's a physically or mentally challenging adventure, but they don't have the skill level to do it themselves. Or when safety and cost make traveling with a group more practical. "You get to an impasse where you need the experts to facilitate the experience," noted Day.

To attract boomers, tour operators must emphasize their expertise. They must add value boomers can't get on their own. Guides must become like personal trainers and demonstrate the skill and knowledge boomers will respect and pay for.

11. Boomers are skeptical of institutions and individuals. With Viet Nam and Watergate as touchstones, who can blame this generation for lacking trust? As a function of their distrust, boomers are not joiners. They are less involved with alumni groups, civic organizations and museum societies than their predecessors, so these traditional sources of group business may be less viable in the future.

Because they are skeptical, boomers actively research their travel options, so suppliers must expect a lot of information gathering before the buy decision. Public relations efforts that impart third-party or expert endorsement help break through boomers' skepticism. NTA focus groups in 1997 and 1998 said ads in local newspapers and word of mouth were the best sources of information and persuasion for travel products.

12. Boomers like to associate with people like themselves. As noted earlier, boomers do not identify with people older than themselves. According to Day, one of the questions uppermost in their minds when they purchase travel is, "Who is going to be on this trip? Is it going to be people like me or a bunch of stodgy, gray-haired people?"

Day said boomers look for outfitters or operators who "share my values,"so they are very selective about who they'll use. She added, "They want an interactive feeling with the outfitter . . . where there's equality between boomers and the leader."

13. Boomers are not homogeneous. While boomers identify themselves as boomers, they are not a single group. In terms of life stages, boomers may be the least homogeneous generation to date. There are childless-by-choice boomers, others with new babies, others with grandchildren and some with both. Fifty year olds who are retiring and others starting new careers or returning to college. Empty nesters downsizing their lives, parents who can't get their Gen Xers out of the house and others raising their grandchildren. These variations affect spending habits, the amount of time available for vacations and with whom boomers travel.

There is also a dichotomy between older and younger boomers. For those born between 1946 and 1955, Viet Nam was the defining event of their lives. For those who came later, it was Watergate. When older boomers finished college, jobs were plentiful and interest rates low. Younger boomers faced recession and 21% interest. The older group, the first to benefit from women's movement, tends to be more career-oriented. The younger ones experienced the down side of women's lib - the higher divorce rate. They also felt they never got as much attention as their older siblings, so they are more family-oriented. According to Mancini, older boomers, including himself, "thought our parents stuff was corny and stupid." Younger boomers, who watched Donna Reed and Ozzie and Harriet reruns on TV, he said, "unleashed this whole wave of nostalgia." All these factors too impact travel behavior.

If they keep these 13 truths about boomers in mind, marketers will be more successful in pursuing this large, but complex market segment.

How Baby Boomers Influence Travel Trends, Part 1

Born between 1946 and 1964, 78 million Baby Boomers changed American business at each stage of their development. Diaper services, Barbie dolls, Rolling Stone magazine, relaxed-fit jeans and SUVs - all were created in response to boomers' needs. Now it's the travel industry's turn to be affected.

Baby boomers today are between 35 and 53 years of age. They are in their peak earning years, and the oldest of them have reached the prime age for travel. Boomers, however, are significantly different travel consumers than their parents, and experts expect them to maintain those differences as they age. Travel industry organizations that fail to identify and heed the boomers' unique qualities could soon find themselves in serious trouble.

To help marketers more effectively target boomers today and in the future, Travel Marketing Decisions interviewed a series of experts to gather insight into this enormous and potentially lucrative segment. Below are 13 truths about baby boomers and their marketing implications for the industry.

1. Boomers consider travel a necessity, not a luxury. This is good news for the industry on two counts. First, the sheer number of boomers traveling will cause business to grow. Second, since travel is a necessity, boomers engage in it no matter how scarce their time or money. Their travel behavior, therefore, is less dependent on life stage or the economy.

2. Boomers have traveled more than their predecessors. While their parents first visited Europe when they retired, boomers criss-crossed the Continent as students. As experienced travelers, boomers seek out more exotic destinations or more in-depth ways of experiencing familiar places. "You're not likely to see them on bus tours of the U.S. because they already did that on their bikes or with backpacks," said Courtney Day, senior vice of the Senior Network, a New Jersey research and marketing firm that specializes in the older consumer.

Been-there-done-that is one reason adventure travel appeals to them, Day said. She defined adventure travel as either physically-challenging outdoor activity or an off-the-beaten-path destination. Because boomers are interested in bettering themselves, intellectually stimulating travel also holds appeal.

3. Boomers see themselves as forever young. This cult of youth also affects boomers' choice of travel suppliers and companions. They don't identify with people older than they are, after all, their credo was "Don't trust anybody over 30." Now well past 30 themselves, boomers still don't want to be like their parents. That means mixing the two generations in the same tour group probably won't work. Early bird specials and senior discounts hold no appeal for boomers because, according to Day, because they won't think of themselves as seniors until they are in their seventies.

She said some companies may have to reinvent their images because boomers don't want anything that smacks of being stuffy or stodgy. More youthful models should be selected because boomers relate better to younger images. The word maturity should be replaced with experience and education.

4. Boomers want to have fun. It's not surprising that adult teenagers put a premium on having a good time. Although fun, like beauty, is in the eye of the beholder, Day said companionship, stimulation and the cultural/social experience make travel fun for boomers. She added, "Part of the enjoyment of the experience is knowing it's unique -that's part of the rush."

Day said tour operators and destinations can increase the fun factor by encouraging boomers to bring friends with them. A group isn't a negative when it's a group of their own friends, she said.

Day also pointed out, "Fun that is too difficult to obtain isn't fun at all." This again underscores the importance of making the travel purchase quick, easy and convenient.

5. Boomers demand immediate gratification. Unlike their Depression-era parents, boomers grew up in times of plenty. Easy gratification bred a desire for still more and quicker rewards. As a result, boomers don't wait to take the trips they want. If they don't have the money, they just use plastic.

Boomers' instant-gratification lifestyle means they don't book travel as far in advance as their predecessors. But when they are ready to book, they want to do it NOW.

Finally, it's important to remember boomers invented the question, "Are we there yet?" They have little patience for long, uninterrupted stretches of road time. Tour operators should plan shorter hauls or more frequent stops or provide entertainment such as personal video screens or Internet access.

6. Boomers are not passive. They want a measure of control in designing their travel experience, and, once on the road, they want to choose their activities. "If you tell them they're going to do A, B and C, they might want to do E or F," noted editor Malott. The challenge for travel marketers is to make it clear their product offers plenty of options.

Boomers also want more interactivity in the travel experience. According to John Stachnik, president of Mayflower Tours, "They don't want to hear about panning for gold, they want to do it." Stachnik called it sightdoing vs. sightseeing.

Malott said boomers also crave the "local human touch." That means activities such as "meet the people" dinners or playing golf with locals will be highly attractive tour elements.

Check back for part two in the series on Baby Boomer travel.

Reaping the Benefits of Vacation Packages

For travelers who like to plan ahead and manage their costs, vacation packages represent an easy way for travelers to book a flexible combination of flight, lodging, rental car and local attractions at one rate, on one website with a few clicks of the mouse.The benefits to hotels of offering vacation packages, however, often go unrecognized:

• An average booking window that is more than double that of a standalone hotel reservation;
• An average length of stay that is more than 120 percent longer than a standalone hotel reservation;
• 50 percent fewer cancellations than standalone hotel bookings
• Increased opacity to preserve rate integrity

In Jacksonville, a market that is driven largely by its submarkets, hotels were unaccustomed to utilizing packages because they assumed they were too far from the airport for their offerings to be effective.  By experimenting with the package path, one hotel ultimately grew its business by 20 percent and became one of Jacksonville’s top producers.   While packages are not the lion’s share of this hotel’s business, you can be sure they’re not interested in giving up those incremental room nights either.

It’s imperative for hotels to use market-specific demand data, like that offered by Expedia market managers, to identify and address any unfulfilled demand that could be best-served with vacation package offers.

For example, if 15 percent of shoppers in a given market are looking for four-night packages, 15 percent of any area hotel’s bookings should be for four nights.  If a hotel’s booking metrics don’t reflect market averages, the hotel can adjust their package offerings to capture that lucrative guest.  Offering discounts on a fourth night might convert three night shoppers into a four-night guest and capture the four-night shoppers along the way. 

Need help designing your package? Contact the sales staff at the Kankakee County CVB for more information.

Buses are booming; are you ready?

The number of people riding buses continues its recent upward trend, the American Bus Association said in its "Motorcoach Census 2013" report out recently. Despite the name, it actually looks at 2012 figures, and finds a 1.7 percent hike in passenger trips on buses, making it nearly 6 percent higher than three years ago. Read the full report or a chart of the basic figures. 

But how can you be sure your event or attraction is motorcoach friendly? In order to draw more of this business, see if you can answer these questions about your attraction or event:


ATTRACTION CRITERIA

• Do you have motorcoach parking? 
• Is there somewhere for the driver to rest away from the motorcoach?
• If an on-site lounge is unavailable, do you provide complimentary meals or drinks for the drivers? 
• Is it easy for motorcoaches to maneuver in and out of the parking facility? 
• Will the group have to walk far? 
• How many bus parking spaces do you have? 
• How is this communicated? 
• Communicated through a greeter, available online, or via telephone hotline? 
• Can you provide directions to nearby fueling, dumping or maintenance facilities?

EVENT CRITERIA

• Does the event have a history of drawing groups? How many? 
• Is the event motorcoach friendly? 
• How does the event treat bus drivers and group escorts—free admission? 
• A dedicated driver area?
• Prize drawings for drivers bringing the most groups? 
• Do you have dedicated parking areas for motorcoaches? Free? 
• Are embark/disembark points close to the event entrance? 
• Can nearby hotels accommodate a motorcoach group? 
• Can the event handle passengers being dropped off 55 at a time?

Keeping these things in mind can help make you more attractive to motorcoach groups. For more ideas, contact the Kankakee County CVB.

One size does not fit all!

When it comes to meetings, one size does not fit all.

Before you book your venue, consider how people will be arranged in the space. For example, 250 people can comfortably stand in 1500 square feet (a room roughly 42 ft. x 35 ft.), which is great for a reception, but classroom seating would only allow 85 in the same space and 125 for a seated dinner at round tables. 

Space and Capacity Calculator
This calculator will calculate the capacity of a banquet hall, wedding hall, or meeting room in many setup scenarios. It will also calculate space needed for a specific amount of people. You can also find out how many trade show booths will fit in a space, or how much space is needed. One thing to note, the calculator will not take into account odd shaped rooms. Also, remember to subtract the square footage of dance floors etc.

Need help calculating the size you will need? Vicki Layhew, our Sales and Marketing manager can assist you with site selection issues when you use the CVB to plan your event. Call 800-747-4837 or email her today!

Get Creative

Smart hoteliers pay attention to what’s happening outside of their own markets and comp sets to identify emerging travel trends and opportunities. Our last article focused on trends for 2014 and now let's look at packages. 

Packages don't have to offer a discount to be attractive. Consider some of the trends on the rise and incorporate them into your packaging. For example, making a creative hands-on package  to include a cooking or art class. Offer a unique opportunity with a behind-the-scenes tour of a factory or business. You could also work with an event to offer a VIP experience. None of these have to provide a discount, just an experience travelers want to try.

In Jacksonville, a market that is driven largely by its submarkets, hotels were unaccustomed to utilizing packages because they assumed they were too far from the airport for their offerings to be effective. By experimenting with the package path, one hotel ultimately grew its business by 20 percent and became one of Jacksonville’s top producers. While packages are not the lion’s share of this hotel’s business, you can be sure they’re not interested in giving up those incremental room nights either.

It’s imperative for hotels to use market-specific demand data in addition to trends when creating packages. For example, if 15 percent of shoppers in a given market are looking for four-night packages, 15 percent of any area hotel’s bookings should be for four nights. If a hotel’s booking metrics don’t reflect market averages, the hotel can adjust their package offerings to capture that lucrative guest. Offering discounts on a fourth night might convert three night shoppers into a four-night guest and capture the four-night shoppers along the way.

Major vacation markets are naturals for package offerings, but with a little creativity and some solid trend data from experienced market managers, hotels in markets big and small will find that when it comes to packages, there’s something for everyone. Please contact the Kankakee County CVB sales department for package ideas and to post your packages online.

Easy Customer Tracking; 1 - 2 - 3

Geocoding Bears Fans from Database

Have you ever wondered why they ask you for you zip code when you make a purchase at your favorite store? Unlike loyalty programs where a customer submits a profile and is identified with every visit to the checkout by scanning a card to compile a history of purchased items, geographical tracking is a way of seeing where your customers come from.

Geographical tracking, or geocoding is the process of turning an address, city, state, zip or postcode into mappable coordinates. This enables you to find trends, hot spots and cold zones in your marketing efforts. Where should you target next? What items are popular in a certain area. These questions are easy to answer when you visualize your sales data using a database mapping software.

Batchgeo is a free online mapping service that can create pinpoint maps based on your customer database; whether is includes full addresses, just city/state or even if it is only zip codes. You can even use databases you probably already have; attractions can use visitor sign in sheets, businesses can use customer databases and inquiry requests.

The Kankakee County CVB uses geotracking to measure ad results, see trends for a particular publication or track visitors to a specific event. Try it today to see how geotracking can help your business!

Social Media Marketing Tips, Part 2

In July 2012 Americans spent 74.0 billion minutes on social media via a home computer, 40.8 billion minutes via apps, and 5.7 billion minutes via mobile web browsers, a total of 121.1 billion minutes on social networking sites. Social media can be an important part of your marketing strategy. Here are 10 more tips you can use to build strong relationships using social media marketing.

11. Add a Welcome Video

Include a welcome video to your landing page. Use it to tell new members about your company, and what social networking sites your company can be found on.

12. Tag People and Pages on Facebook

When posting or commenting on Facebook, be sure to utilize the status-tagging tool. Using status tagging will alert the person or company when being mentioned. Simply use the @ symbol in front of the person or company’s name; yet another easy way to encourage interaction.

13. Have your Facebook fans tag your photos

Any live events you attend or hold be sure to take plenty of photos. Upload the event photos to Facebook, and ask your fans to tag any photos they are in, or recognize some one they know. Not only does this encourage more fan interaction, but also it will help your company gain more exposure.

14. Perform Facebook activities as your Facebook fan page

What better way to network on Facebook, than interacting with others on Facebook as your fan page? Putting your name out there for people to see, more attention will be drawn to your Facebook page, thus driving more fans to your page.

15. Sweepstakes and/or Contests 

Sweepstakes and contests are the fastest way to increase your fan base. In order for this build up on of fans to be successful, you will need to utilize the Facebook app tool. The guidelines will provide all the information you need to run a successful promotion.

16. Take notice of your most active fans 

Take notice of your most active fans, and take the time to say thank you. Use incentive programs such as “Fan of the Week/Month.”

17. The Facebook Questions Feature 

The Facebook questions tool is an excellent, and simple way to interact with existing fans, and encourage some new fans. Poll your audience using a fun, relevant interesting, and intriguing question. This is a fantastic way to encourage interaction.

18. Utilize Facebook Ads

The best sources of traffic you can purchase are Facebook ads. Not only does it provide you a high

volume of traffic, it will also allow you to see how many users are in your target market area.

19. Network with other website Administrators 

Networking with other website administrators will allow you to build relationships with them. This will then open the doors for you to discuss ways to work together. Thus, increasing your social media marketing traffic.

20. Continue to Learn and Grow with Facebook 

Facebook is another excellent communication tool. Your company can use Facebook for public relations purposes, research and development, recruiting, sharing information, etc. Make the most of this incredible media-marketing tool.

Read more here!

Social Media Marketing Tips, Part 1

47% of American adults used social networking sites like Facebook, MySpace, Twitter, LinkedIn, and Classmates.com in 2011, up from 26% in 2008. On social media sites like these, users may develop biographical profiles, communicate with friends and strangers, do research, and share thoughts, photos, music, links, and more. Here are 10 tips you can use immediately to build strong relationships using social media marketing. 

1. Utilize Your Family and Friends
Ask for the support of your family and friends. Encourage them to become fans on your Facebook page or followers of you on Twitter. Also ask your friends and family to spread the word about your fan page. 

2. Facebook Plugins
Incorporating a Facebook plugin into your website and/or blog is an easy and effective way to drive more fan traffic to your Facebook fan page. 

3. Other Social Media Networks
Facebook is not your only tool for social media marketing. Be sure to keep your Twitter followers and LinkedIn group members in the loop. 

4. Your Newsletter Subscribers
Send out an invitation in your newsletter to your subscribers. Invite them to join to your Facebook fan page, your Twitter following, even your LinkedIn group. Your newsletter subscribers are an excellent source of fan traffic that will actively help spread the message of your company. 

5. Make More Use of Traditional Advertising Methods
When using traditional advertising for your business, such as television ads or radio ads, mention your social networking sites. 

6. Physical Location Interaction with your fans and customers is key. Provide details on where your shop/office can be seen or visited. 

7. Your Existing Customers can be a Useful Tool Use your existing customers to fuel social media marketing. Inform your existing customers about your website, blog, Facebook page, and other social networking sites being used. Getting your existing customers involved uses the most powerful tool of all, word of mouth. 

8. Special Incentives will spark the interest of new fansUsing special incentives to get new fans on Facebook, followers on Twitter, or group members on LinkedIn. Offer special incentives such as access to exclusive content, your fans, customers, followers, advocates, etc, love feeling as though they are receiving something special. 

9. Stimulate Interaction Again, it is important to remember Facebook is not the only useful site in social media marketing. Use several social networking channels to keep your fans engaged and informed about other sites to obtain information about your business. 

10. Ask Your Facebook fans to “Like” and/or “Share” your material Asking your Facebook fans to help spread your message and “share” your material with their friends and familyWord of mouth is an effective, easy, free way to continue your social media marketing. Watch for more tips in our next installment. 

Please contact the CVB for more information.

What to do before and after an Event: It’s not just about Tradeshow Exhibits

If you’re attending a marketing event to promote your property or attraction, the work can begin well before the event and isn’t finished when the trade show exhibits are packed away. Follow these tips for beforehand and afterwards and you can help ensure that you have a successful trade show, whether you’re a complete newbie or a veteran marketer.

• Make Sure Your Materials Are Being Shipped To The Correct Place

You can't always bring all your materials with you when going to an event, so having your trade show materials shipped to the right location is vital.  If any of the shipping details are incorrect, such as the zip code or city, or even which hall at the convention center, you could be stuck at the event without your trade show exhibits. Additionally, check that your company’s name or booth location is clearly labeled on the boxes so that the staff knows exactly where it should be placed for installation.

It’s also a good idea to make sure that your company’s name is clearly labeled on the inside of each box or shipping crate.  These crates can sometimes become damaged in transit and it could be a disaster if the container is damaged and no one knows where the contents belong.

• Think About What You Want To Accomplish With Your Trade Show Exhibits

Make sure that you understand what you want to get out of the expo. Many businesses set vague goals — that is, if they set any at all.  If your goals are something like “capture more leads,” sit down and think about what this really means.  How many leads to you want to capture?  Do you want to get 10?  Or is 200 a more reasonable number?  Also consider the strength of the leads.  It’s not enough to capture leads without qualifying them first.  A cold lead is as good as no lead so make sure that your leads actually have a reason or a need for your company before you spend hours following up once you get back into the office.

• Make Good On Your Promises

If you’ve promised to send an attendee information about your company, make sure that you actually do it once the event is over and the trade show exhibits are packed away.  If you promise to send something and don’t actually do it, many customers will assume you don’t want their business and will move on to your competitor.

Even if you didn’t promise information, you should still follow up with people you met at your trade show booth.  If someone filled out a lead card, but it didn’t seem like they were a hot lead, make sure that you call to check in every once in a while.  They were interested enough to visit your booth at the event so it’s possible that their needs could change in the future. Take care to not seem over-aggressive, however, since aggressive tactics can turn customers away.

While these tips aren’t complicated, they are extremely important if you want to maximize sales from a trade show marketing event.  Use these, but realize that they’re not the only things you should be doing.  Sit down with your staff and see if you can come up with other tasks that can help ensure your event is a success.

For more ideas contact our sales department.

Hospitality Training for At-Risk kids

“Busy lives and the social disconnectedness afforded by modern communication technologies are quickly swallowing up the art of hospitality.” 

How do we regain this intangible skill that should never be replaced with modern technology? 
Destinations across the country are embracing a new approach to deter youth violence that is taking the lives of many young adults.  Cities across the country are looking at how hospitality training programs can create respect for others and instill pride in communities.   The program is not only about reducing crime but preparing our youth for a job market and industry that lacks a smile and information needed to make a sale.

Some training initiatives target 15 to 24 year-olds struggling to find work and help them get jobs in the hospitality and restaurant industries while others incorporate grade school students. 

“Virginia Avenue Park's Teen Center is not only about getting kids jobs. The City's realigned Cradle to Career initiative hopes to nip the causes of youth violence in the bud by helping disadvantaged kids find careers that promise more than just a meager paycheck, according to the Julie Rusk, Santa Monica's director of Community and Cultural Services.”

“In the tourism industry, it’s not about pipelining our youth into fast food, and other restaurant jobs but training them to have a career in the hospitality industry that encompasses so much more”.   An initiative program primary focus should be to introduce an industry that youth can see a future and embrace a life time career.  These training programs can be implemented in local high schools, community outreach organizations and community colleges.


Tourism is economic development which includes training our youth for tomorrow’s industry. Contact Larry Williams, Executive Director to find out more about this opportunity.

Attention Grabbing Strategies for Your Event

Build Local Interest- From the use of Convention and Visitors Bureaus (CVBs) to partnering with events, the power of grassroots efforts cannot be overstated. 

Think Strategy- Timing is everything when trying to secure local media coverage and encouraged planners to write and distribute press releases to local media groups a few weeks before the event as a general rule.  Strategy  plan your announcement so it is more likely to get picked up. Follow–up is important as well. Following up press releases with a media advisory the day of the event and incorporating as much local focus as possible.  Try to find a unique or interesting local angle. People are more inclined to attend an event if they care about it and can find some local connection. 

Leverage Social Media- Quickly gaining mainstream acceptance, event social media is a great way to gain publicity. Start a few weeks out/check Twitter and Facebook feeds of local media and bloggers. Social media platforms make it easy to search topics and open conversations that bridge the community to the event. 

Brand Carefully- The Branding of the image can go a long way toward attracting attention on its own. You want people to be able to see your signage, website, advertisements and promotional items and automatically know who you are without having to read the logo. Keep a common theme in your Brand. 

Generate Excitement-Keep the promotional momentum going during the event. There is a lot of energy and excitement missed when there is not a welcome party or opening night banquet. Communities need something to rally around. 

For more ideas, contact the Kankakee County CVB!

Event crowd size counting; why it’s important

Knowledge is power at the negotiating table. To achieve an outcome that is the best value for an event means having data to back up an explanation for why such things as reduced rates or comp rooms are in a hotel partner’s best interest. Rights holders need to track attendance numbers over time to accurately define economic impact generated from the event. Having an accurate attendance number gives you an advantage when negotiating fees and requesting sponsorships; you have the history of how many people attend the event.

Most importantly, estimated attendance numbers help keep the crowds at large gatherings safe. Event coordinators and officials are able to plan how to manage traffic in the area, how many medical response personnel will be needed in case of an emergency, as well as how much security to hire. Crowd size is also needed for media news reports and to historically record the event.

Whereas crowd counting is not an exact science, using ticket sales or counting turnstile entries is one of the easiest ways to keep track of how many people attend. Additionally, there are grid systems that measure the maximum number of people that can fit in a defined space. The “Jacob’s Method of Crowd Counting” is one of the most widely accepted methods of using the grid system. The basis of his system is a loose crowd, one where each person is an arm's length from the body of his or her nearest neighbors, needs 10 square feet per person. A more tightly packed crowd fills 4.5 square feet per person. A truly scary mob of mosh-pit density would get about 2.5 square feet per person.

Please read more about the methods of crowd counting here.

Contact the CVB for help planning your next event!

Group Planning Helps with Scheduling

Ever scheduled a meeting for your group, only to finds not everyone is available that day? Some have alternate dates, others can only make it the first date and others may be out of town. 

The Kankakee County CVB knows what a challenge scheduling can be for community and special interest groups as they are a large part of the clients the CVB services. Event planning can be complex and frustrating when it comes to the busy schedules of friends and family. Here are a few websites we have found that can help you relieve frustrations and plan more efficiently:

• Meetup.com makes it easy for anyone to organize a local group or find one of the thousands already meeting up face-to-face. *** A few groups from the Naperville area interested in photography and bicycling already use this service to plan their outing to visit Kankakee County!
• WhichDateWorks.com – provides free and easy event scheduling online where everyone involved can track event date selections and receive notification when someone responds. No signup required and you can plan as many events as you want.
• MeetOMatic.com is an easy and free meeting scheduler. Simply use an easy web form, email participants, and view results.
• WhenIsGood.net – provides a very easy way to find out when everyone is free. No signup required and includes a convenient scheduling calendar.
• Doodle.com – helps scheduling meetings and other appointments. It is simple, quick, free and requires no registration.
• FasterPlan.com – allows users to make polls, find common dates, and more.

For more planning services visit our meeting page or download our Meeting Planner Guide.

Attracting Tourists to a Restaurant, the last in the series

Becoming a Tourist Attraction- Part 3

Whether or not you are near a tourism hub, you may be able to attract travelers to your restaurant. By establishing yourself as unique, you can turn yourself into a destination for culinary tourists. Try the following:

Offer regional cuisine.

Many travelers are looking for cultural education, and offering unique, regional cuisine will pique their interest. For example, if you are in San Antonio, consider serving chile con carne. If you are in Chicago, serve gourmet hot dogs. If you are on the beach, serve fresh seafood. You could also serve local wines and beers, or feature local produce in your menu.

Develop your unique selling point (USP).

The more unique your restaurant, the more likely you will become a destination for tourism. Theme restaurants, exhibition cooking, and unique dining experience can attract tourists. For example, Casa Bonita in Denver attracts tourists by offering cliff divers, costumes and other forms of entertainment. You could renovate your restaurant to include a unique interior design or even offer cooking classes to teach tourists how to make local dishes.

Get press.

The best way to become a tourist destination is to get regional and/or national press. If you get enough press and good reviews, travelers might visit your area just to eat at your restaurant, or they may remember your restaurant when the inevitable question is posed: “Where should we eat out tonight?”

Organize a local culinary event.

Get together with other local businesses, restaurants and farmers’ markets to organize a regional or city-wide culinary festival or dining event. For example, restaurants in the City of Boulder host an annual weeklong event called “First Bite,” where top local restaurants offer a unique three course $26 fixed-price dinner menu. Such an event may require you to work with the competition, but it can increase culinary tourism in your area, especially if the event highlights regional cuisine. If your region already puts on an arts or culinary festival, like “Taste of Georgetown,” make sure to participate or vend at the location.       

Thank you for reading our three-part series on attracting tourists to a restaurant. For further information on making your restaurant more attractive to tour groups, please contact sales@visitkankakeecounty.com. 

Attracting Tourists to a Restaurant, Part 2 of a 3 part series

Capitalizing on a Nearby Tourist Attraction  Part 2

If you operate a restaurant near a tourist attraction like a museum, beach, theme park or event center, make sure you capitalize on your good location. In addition to the essential marketing techniques mentioned above, use some of these tactics to catch the interest of tourists:

Use outdoor signs.

A large sign and a sidewalk menu will help you attract passersby. Prominent outdoor signage is especially important if you operate within walking distance of a major tourist attraction, like a beach, museum or downtown.

Buy billboard space.

To attract tourists traveling by road, consider purchasing billboard space on a major interstate, especially if your restaurant is near an exit. It is also a good idea to advertise on the major highways near the airport, since you might catch the eye of a traveler in a cab or rental car.

Advertise in newspapers.

Many travelers will buy a local newspaper or pick up a free one at their hotel. If you hope to attract their business, consider advertising in the papers, especially during tourist season.

Form partnerships

Partner with charter bus companies, travel agencies, local hotels and event centers. For example, you could agree to give discounts to mutual customers, and ask them to distribute coupons or menus for your restaurant. Some hotels and convention centers will even give visitors a coupon book for local businesses. You should also consider forming a friendship with and giving a permanent discount to the employees at hotels and visitor centers. Many travelers will ask these locals for restaurant recommendations.

Become a rewards provider.

As a rewards provider, joining a rewards network – like ThankYou, SkyMiles Dining or Rewards Network Restaurant Cashback – can help you to attract business from people who eat out frequently when traveling.

Be sure to check back for the last entry in the series: Part 3 Becoming a Tourist Attraction