strategies is critical to long-term success and achieving return on that investment. Each member distillery will need to capture metrics. Some of those metrics will be private while others should be shared with the DMO. Example private metrics: >> Dollars captured per visit on both tour tickets and gift shop purchases >> Number of visitors signed up for loyalty programs >> Number of visitors signed up for prepurchase (“Spirit Club”) programs Example shared metrics: >> Total number of visitors >> Number of visitors participating in a tour or tasting experience >> New social media followers plus social media mentions >> Marketing/referral awareness source The DMO, in turn, will collect regional metrics, such as: >> Total number of distillery visits >> Average number of distillery visits per visitor >> Estimated number of days and nights travelers spend in the region >> RBI social media followers and mentions >> RBI earned media >> Overall experience reviews
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