Executive Director, Lawrenceville Tourism & Trade Association
What is your organization?
The Lawrenceville Tourism & Trade Association – providing destination marketing for Lawrenceville, Ga. through management of promotional outreach, events production, product development, economic restructuring, downtown revitalization, and a supporting membership association.
What is your career path?
A foundation of marketing from the University of Georgia and passion for music grew into entrepreneurial efforts in the management and promotions field of artist development in the music industry for nine years. Athens, Ga., also offered the opportunity for volunteer work for seven years with Athens’ Summer Music, Arts & Kids Festival – the annual Athfest. The festival allowed me to learn committee work and network with leaders in downtown development. In 2004, combining the education of marketing and promotion and events with the new desire to assist historic downtowns with economic development and preservation, I was hired by a veteran and state guru in Main Street management to direct a startup DMO program in Lawrenceville – Gwinnett’s county seat. As consultants, currently staffing development and tourism boards in Lawrenceville, the five-year journey is still twisting through invaluable training toward a hopeful future of creative destination marketing and possibly managing multiple DMO programs.
What is your organization's biggest asset/tourist attraction/event?
We have the Aurora Theatre, Lawrenceville Ghost, the new Gwinnett Braves Baseball Stadium and the Medieval Times Tournament Dinner. We have re-invented our fall festivals to a culinary themed day, Rock n’ Rib Fest, cook-off with great success drawing over 12,000.
What is Lawrenceville's biggest challenge in attracting tourists?
Our challenge is that we do not have a major destination or attractor – the arts, dining, and shopping district together are the attraction along with The Aurora Theatre and our action-packed events schedule. Competing just 25 miles from Atlanta’s attractions, Lawrenceville has to offer the vibrant revitalized city core as the laid back, fun-filled alternative to Atlanta’s hustle.
How do you convey the message to your local government that tourism is important?
We emphasize the value of tourism impact with consistent interface and involvement. We have great support at the local and state level, and make sure we are up to date on not only the latest tourism-related laws but also the recent trends for positive and creative uses of tourism dollars to reinvest in the destination. We are fortunate to have our local state representative as part of our city’s Downtown Development Authority. Our staff works to show the leaders that tourism is economic development. Most recently we presented opportunities to the city that are now available for using tax percentages for enhancing tourism product development. The effort led to direct communication and partnership to guide the legal and legislative process to restructure our funding for both increased destination marketing and new product development projects for a better visitor experience.
What trends do you see in the state?
Destinations are placing greater emphasis on aesthetics and charm as the backdrop such as large investments in preservation of historic features and new construction. City leaders and attraction managers are supporting the concept of attractive way-finding signage programs and branding for cohesive marketing materials. Beautification of assets is encouraging and increasing local-level investment such as “stay-cations” and day trips. This year numerous local governments worked through the legislature for increased hotel tax percentages.
The race is on to share great products and attractions through the latest technology. In reference to creating and promoting the “sense of place” with cities in Georgia, there are obvious efforts to “get back to the small town, stress-free roots but offer the energy of the big city.” Everyone is trying to instantly mainline their calming and inviting tag line to millions.
One negative trend that we’ve witnessed is the unfortunate decline in visitation to Georgia’s historic locations.
How is the areas tourism faring? How are you reacting to it?
We are constantly adding event features and have also been excited to help promote the Aurora Theatre’s now popular Funny Fridays comedy nights, Swing Nights, and Children’s Summer Camps. Adding laughter, dancing, and activities for kids to the promotion of Lawrenceville has been both brilliant on the part of Aurora Theatre and a pleasure to add to our marketing. We are experiencing that short-term impact as well as an increase in rehab construction projects proving more long-term investment. We are expanding our marketing efforts with city-approved increased funding, and the city is not only rebranding and implementing a way-finding signage system but also opening an official visitor center located in a recently city-renovated late 19th century home. We are adapting to the need for better visitor information assistance both on site and online, and we are continuing to improve fulfilling consumer requests for information.
How do you measure success?
For events and activities, we use a combination of tracking mechanisms for hard numbers and also testimonials; however, if a negative testimonial helps us improve, we make successful changes. We use surveys at events to capture zip codes and feedback on the experience. We get testimonials to determine public reaction, suggestions, and what avenues of advertising are working. Careful to get all views, we telephone interview the business vendors, local merchants, citizens, and other participants in addition to the visitors. We are hands-on to create impact and get exact information such as personally creating and delivering the sales of locally-purchased meals for participating exhibitors during events. Our office works with the city to analyze the seasonal trends of hotel tax receipts and monitor annual comparisons.
When faced with a tough budget year, the city supported a request to supplement the DMO program as well as stay consistent with developing the visitor center and new way-finding program. Offering further support, the city acted to increase funding to both the tourism board and the development board. Positive city support reinforces DMO efforts and proves the city’s appreciation and understanding of relevance. State level assistance through grants and loans has demonstrated successful co-op ventures and approval of the Lawrenceville DMO projects.
There must be some level of success in peer reciprocation. We are feeling the compliments of a successful organization with a gradual increase in industry professionals asking us for feedback and advice as a change from our past years of constantly calling on others as resources.
Why did you join STS?
My mentor was given the suggestion by Helen Fincher (now Helen Hardman) for me to attend the STS Marketing College in Dahlonega. One month into the job, I arrived at orientation. I immediately saw the value in STS through the goals, programs, networking and education opportunities. Our organization joined STS in 2006, and we continue to benefit from the partnership.
You are a recent STS Marketing College graduate. What specific idea, thought or class meant the most to you?
It is difficult to put a value on all the classes in the first year - especially the branding and brochure boot camp portions. I took a lot from Berkeley Young’s input of managing your board of directors because at that board meeting each month, you really have to be a hero, know all the management details, and tourism trends while being on your toes politically.
Outside of the classroom, the friendships and peer partnerships wrapped around the common interests to better tourism in the Southeast has meant the most to me. While the classes offer great information and connections with peers, my friends from STS continue to teach me more than any class.
You are sent to a desert island that has electricity. What three DVDs do you bring with you?
I would bring one DVD from some desert island survival type series about how to eat, make fresh water, and build rafts and such, one mixed DVD of home movies for the memories of friends and family, and The Godfather – it has all the great elements of drama, action, love, politics, family, music, and even tourism!
You may reach Jay Markwalter at jay@visitlawrenceville.com.
For more information http://www.visitlawrenceville.com.