Magnetic Attraction — How events drive economic successTEDC Spring Conference 2012

I am Ryan ThompsonFounder, CEO & Partner @ Aria

I am a Husband,Father,

Marketer,Cigar enthusiast,

Adventure traveler,Student of human behavior.

I love understanding what

motivates peopleI should have minored in Psychology

I founded We create engaging branded experiences

Magnetic Attraction - How events drive economic success

So, why am I here

Economic Development marketing is too narrow

The problem

Diverse funding sources creates autonomous silos

City$$

COC$$

EDC$$

CVB$$

Other$$

And too often nobody talks

City$$

COC$$

EDC$$ CVB

$$

Other$$

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

“Marketing is too important to be left to the marketing

department.”David Packard, Founder of

Hewlett Packard

More than deal-making, every

single tiny experience

matters

You areConciergeEntertainer Tour GuideDeal Maker

AmbassadorSocial Chairman

Would I want to raise my family

here?

Will this placeenrich my family

and my employees’

families’ lives?

Can my children get the education to prepare them for becoming adults?

Is this a business friendly

environment?

Is effective and motivated

skilled labor available?

EducationMoralsValuesSafetyCost of Living

FamilyCommunity

ActivitiesGeographyIncentives

Isthis

home?

Case in Point

“Boeing Co. plans to move its headquarters

to either Chicago, Dallas-Fort Worth or Denver.”

[Source: The Seattle Times]

DallasMillions in incentivesRegional courtships

Months of work

“Some of the factors in the company's decision included the business

climate, quality of life, and the education

environment,” Condit said.

[Source: CNN Money]

Winner:Chicago

"The Dallas area was more fragmented"

Condit said. "There's a lot to be said for working

together to accomplish things."

[Source: The Dallas Morning News]

Welcome to Destination Marketing

So, what do we do?

Yes, this is an economic development topic

Destination Marketing

is not just the CVB’s job

BUSINESSIncentives, deals, land - is just 25% of the effort

After all,

BUSINESS MARKETING

PARTNERSHIPSEVENTS

BRAND

The Experience Wheel

The Experience Wheel

EVENTS

BUSINESS

PARTNERSHIPS

MARKETING

BRAND

Business deal-making is a prerequisite, but not

necessarily a differentiator

EVENTS

BUSINESS

PARTNERSHIPS

MARKETING

BRAND

Marketing exposes you to the world but how are you

unique?

The Experience Wheel

EVENTS

BUSINESS

PARTNERSHIPS

MARKETING

BRAND

Partnerships provide a holistic presentation as well

as cooperative funding

The Experience Wheel

Partners - businesses, sponsors, vendors,

stakeholders - complete the

experience without you carrying the cost

burden

EVENTS

BUSINESS

PARTNERSHIPS

MARKETING

BRAND

Events are the secret sauce - they answer

“What’s it like to live here?”

The Experience Wheel

Events, well executed, are an orchestrated best-of-everything concentrated in an small period of time

Let’s look at a few case studies

Okay then

19 Blocks, 68 Acres

Events are the Lifeblood170 Events in October 2011

alone....with only one produced by the district

Events are the LifebloodIts driving the economy, proving

worth to developers, leasing tenants, creating a compounding effect

Destination minded for decades

11% of the DFW population attend Addison events

Destination minded for decades

Events raise awareness, Leaders aggressive focus close deals

Charlotte, SCRaleigh, NC

Cape Coral, FLProvo, UTAustin, TX

Las Vegas, NVMcAllen, TXKnoxville, TNGreenville, SC

San Antonio, TX

10 Fastest Growing U.S. Cities 2012

10 Fastest Growing U.S. Cities 2012✓ “cost of living is also low -- about 80% of the national

average -- as is crime”✓ “good public schools and plenty to do outdoors with

nearby mountains, fishing streams and lakes”✓ “more attractive for these young couples is that the

city is so affordable”✓ “produces a lot of young talent and it's easy to recruit

young people to come here”✓ “pro-business policies, including low corporate taxes,

and two big universities”

Yeah but, what if I’m not unique...

You are! Find it, package it, market it!

Activating for your community

What can I do?

✓

City

COC

EDCCVB

Other

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

Brand

Website

MarketingPrint

Social Media

AdvertisingEvents Brand

Website

MarketingPrint

Social Media

AdvertisingEvents

Events

Social Media

Marketing BrandBRANDCity

COC

EDC

CVB

Other

Website

Print

Advertising

An efficent, integrated approach

Social Media

Marketing BrandBRANDCity

COC

EDC

CVB

Other

Website

Print

Advertising

An efficent, integrated approach

EventsCreating

Be AuthenticAspire for greatness but

know who you are. Market that reality

Be UniqueKnow your value

proposition. Build on that and blend in culture,

entertainment and more

Be CooperativeWork with your community. What’s good for one is good for all. Embrace

every element

Its all in experienceEveryone wants to be a VIP. Give your prospect the royal

treatment....your way

Conclusion✓ Know your value proposition. Find it, Package it,

Market it

✓ Get Cooperative. Identify shared partner goals. Be the leader and bring collaboration to planning

✓ Plan events that bring EDC prospects but focus broadly on everything your community has to offer

✓ Remember, experience is everything. Focus on the details and stay consistent

Cooperation + Experience“People combine their own efforts with the efforts

of others to achieve their greatest success.” ~ Stephen Covey

Q&Aewt

ryan@ariaagency.comariaagency.com@ryanathompson

Aria is an award winning Dallas-based independent full service agency with more than a decade in destination, real estate and economic development marketing