Wayfinding: Site Experience Destination Workshop

Moving from Site Inspection to Site EXPERIENCE

Today is about opportunity • Unlocking the Monterey brand for both planners and attendees • Moving from site inspection to site experience • Inspiring you and your teams to be more creative and original • Working together to elevate the destination and increase conversion

MOVING FROM SITE INSPECTION TO SITE EXPERIENCE

• The Planner/Attendee Perspective

• Site Experience Essentials • See Monterey New Destination Process

Moving from Site Inspection to Site Experience THE PLANNER/ATTENDEE PERSPECTIVE

TOP 2 SUCCESS METRICS FOR MEETING PLANNERS

• Attendee Satisfaction

• Attendee Registration

ATTENDEE AS THE MEETING CUSTOMER BLEISURE

• Attendees are consumers; discerning travelers who choose to attend…or NOT

• Attendees are action more like leisure travelers than ever before

THE DECISION TO ATTEND STUDY TOP 3 DRIVERS

DESTINATION IMPACT INFLUENCES AND DETERMINES INFL E AND DETERMINES • 71% say the destination influences the decision to attend • 30% say the destination determines the decision to attend

HIGHEST RATED DESTINATION ATTRIBUTES FORFOR MEETING ATTENDEES ATTENDEES 1.

2.

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5.

6.

7.

8.

9.

Transportation options Appears safe Appears clean Wayfinding/ease of getting around Welcoming and friendly people Service oriented front-line employees Variety of things to do and see Ease to access to local information Easy to voice a concern or complaint

DESTINATION CONNECTION Meeting planners care about attendees Attendee Satisfaction Attendee Registration Attendees care about destinations Monterey destination sales professionals hold the key to unlocking all the destination has to offer

WHAT MAKES A BRAND RESONATE A BRAND EXISTS ONLY IN THE MINDS OF CONSUMERS

HOW DOES MONTEREY MAKE YOU FEEL?

Moving from Site Inspection to Site Experience SITE EXPERIENCE ESSENTIALS

SITE EXPERIENCE GOALS WHAT DO YOU THINK OF WHEN YOU HERE SITE INSPECTION?

• Share my experience with you • Inspire you to be creative and original

• Give you a different mindset to follow • Work together to elevate the destination

Ignorance of the Frame

Don’t begin to paint until you fully understand the frame

10 Ways We Lose Our Way During the Site Inspection

Sense of arrival What should/should not happen?

Expectations

We miss the opportunity for great first impressions

Consider who Inform Active role

We don’t make meaningful introductions and give everyone something to do

Sit Get the lay of the land Involve the senses

We walk, talk, point and state the obvious, while telling much more than showing

Make a list Prioritize Nice to have vs need to have

We waste time showing things not pertinent or of interest

Understand Verify Demonstrate understanding

We aren’t knowledgeable enough, and do basic fact finding during the site

Indicator of things to come Devote time Get support

We aren’t prepared

Sustainable Personal Makes sense

We dump too many brochures, cards and nopersonalized amenities

Business vs hospitality Attrition, CXL, F/B min, fees/rental

We avoid the opportunity to discuss the hard stuff

What’s critical Who influences How to support

We don’t understand or aid the decision-making process and address the decision influencers

Creativity Accumulation of small things

We neglect the WOW

WHERE DO YOU SEE ROOM FOR IMPROVEMENT FIND THE WAY 1. We miss the opportunity for great first impressions 2. We don’t make meaningful introductions, giving everyone something to do 3. We tell more than we show 4. We waste time showing things not pertinent or of interest 5. We aren’t knowledgeable enough 6. We aren’t prepared 7. We dump brochures, cards and non-personalized amenities 8. We avoid the opportunity to discuss the hard stuff 9. We don’t understand the decision-making process and influencers 10.We neglect the wow

CHANGE OF PERSPECTIVE IT’S NOT ABOUT US, IT’S ABOUT THEM

• Everything we showcase during the site experience should be in direct relationship

to the customers stated and unstated needs and objectives

• Everything should help them find their way to choosing Monterey

The most successful salespeople are _______?

The most successful salespeople are CURIOUS?

Moving from Site Inspection to Site Experience SEE MONTEREY NEW DESTINATION PROCESS

SITE EXPERIENCE ROADMAP SEE MONTEREY

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Evaluation and revamping the process

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Internal staffing and training

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Community buy-in

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Education-community training, October

5, 2023 •

Communication

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Tracking and measurement

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Reward and recognition

SITE EXPERIENCE COVERSHEET SEE MONTEREY

• • • • •

Differentiate destination offerings Elevate the perception of the destination Escalate the value of See Monterey to their planners, hotel and venue partners Better educate everyone involved in the site Increase conversion

PLANNER POST SITE SURVEY-COMING JANUARY 2024 SEE MONTEREY

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Did the hotel/venue team create a great first impression?

Did the sales manager/team help you to envision your group at their property?

Did the sales manager connect their knowledge of the hotel/venue to your group’s needs and objectives?

Did the site contain an element of wow?

How would you rate your overall site visit experience?

NEW ROLE FOR SEE MONTEREY

Michele Pearce, Senior Conference Sales Manager

Let’s Find Our Way to Creating Site Experiences Together