Greater Portland & Casco Bay

---

Multi-User Online Diagnostic Tool Results: Greater Portland & Casco Bay March 29, 2018

249 Responses A t t ract i o n 8% Ed u cat i o n 2%

Ot h er 21%

Faci l i t y Man ag er/ Op erat i o n s 3%

Go vern m en t Lead ers, Eco n o m ic Devel o p ment , W o rkf o rce Devel o p m en t & Ot h er Of f i ci al s 18%

Tran sp o rt at i o n 3%

Cu l i n ary 6%

Servi ce Pro vi d er 9%

Lo d g i n g 15% Ret ai l 6%

Org an i zat i o n al Man ag ement Team 9%

Maine DestinationNEXT Assessment | 2

Age Demographic Ov er 6 5 17%

50 - 6 4 32%

18 - 34 14 %

35 - 4 9 37%

Maine DestinationNEXT Assessment | 3

Greater Portland & Casco Bay Overall Assessment - Industry Strong Community Engagement

VOYAGERS

TRAILBLAZERS

Unit ed St at es Aver ag e

Developing Destinations

Gr eat er Por t land & Casco Bay Aver ag e

Established Destinations

Maine Averag e

MOUNTAINEERS

EXPLORERS Weak Community Engagement

Maine DestinationNEXT Assessment | 4

Maine Overall Assessment – Regions

Maine DestinationNEXT Assessment | 5

Greater Portland & Casco Bay Overall Assessment – Stakeholder Group St r o ng Co m m unit y Eng ag em ent V O YA GERS

TRA ILBLA Z ERS

Fac i l i t y Man ag er/ Op erat i o n s

Go vern m en t Lead ers, Ec o n o m ic Devel o p m en t , W o rk f o rc e Dev el o p m en t & Ot h er Of f i c i al s

Dev elo p ing Dest inat io ns

A t t ract i o n

Ed u c at i o n

Servi ce Pro vi d er

Cu l i n ary

Est ab lished Gr eat er Por t land & Dest inat io ns Casco Bay Aver ag e

Tran sp o rt at i o n

Ot her

Ret ai l Lo d g i n g

Org an i zat i o n al Man ag em en t Team

MO UN TA INEERS

EXPLO RERS W eak Co m m unit y Eng ag em ent

Maine DestinationNEXT Assessment | 6

Greater Portland & Casco Bay Overall Assessment – Age St r o ng Co m m unit y Eng ag em ent V O YA GERS

TRA ILBLA Z ERS

18 - 34 Dev elo p ing Dest inat io ns

35 - 4 9

Over 6 5

Est ab lished Dest inat io ns

50 - 6 4

Great er Port land & Casco Bay Averag e

MO UN TA INEERS

EXPLO RERS W eak Co m m unit y Eng ag em ent

Maine DestinationNEXT Assessment | 7

Explorers These DMO’s and destinations desire an inspired tourism vision and activated community to make it happen.

Developing Destination

Key Strategic Challenges • Rallying the community to work together towards a realistic vision and strategy • Building community recognition and acceptance that transformational change is needed

Weak Community Engagement

• Implementing the strategy with limited resources

Maine DestinationNEXT Assessment | 8

Destination Strength Rankings – Greater Portland & Casco Bay

Relative Importance

Perceived Performance

Convention & Meeting Facilities

1st

8th

Attractions & Entertainment

2nd

1st

Accommodation

3rd

4th

Destination Performance

4th

2nd Maine DestinationNEXT Assessment | 9

Destination Strength – Report Card Relative Im portance ( 0 -10 0 %) V ariable Convention & Meeting Facilities A ttractions & Entertainm ent A ccom m od ation Destination Perform ance Mob ility & A ccess Sp orts & Recreation Facilities Brand Events Com m unication & Internet Infrastructure A ir A ccess

Ind ust ry A verag e 9.7% 10 .8% 10 .5% 10 .0 % 10 .1% 9.4 % 10 .5% 9.7% 10 .1% 9.2%

Perceived Perform ance ( 1-5 scale)

Great er Port land St and ard & Casco Bay Deviat ion A verag e 11.2% 10 .7% 10 .6% 10 .5% 10 .4 % 10 .1% 9.6% 9.3% 8.8% 8.7%

DESTIN A TIO N STREN GTH - Greater Portland & Casco Bay IN DUSTRY A V ERA GE DESTIN A TIO N STREN GTH

RESULTING SCENARIO Note Green shading signifies that the destination outperformed the industry average by greater than 0.2. Yellow shading signifies that the destination underperformed the industry average by greater than 0.2 but less than 0.4. Red shading signifies that the destination underperformed the industry average by greater than 0.4.

1% 1% 1% 1% 1% 1% 1% 1% 1% 2%

Ind ust ry A verag e 3.11 3.65 3.54 3.88 3.12 3.29 3.4 9 3.63 3.39 3.16

Great er Port land St and ard & Casco Bay Deviat ion A verag e 2.87 3.95 3.4 1 3.50 2.85 3.35 3.4 7 3.36 3.0 2 3.35

0 .4 8 0 .57 0 .54 0 .63 0 .71 0 .60 0 .51 0 .66 0 .76 0 .4 0

3.31 3.4 9

EXPLORERS

Maine DestinationNEXT Assessment | 10

Destination Strength – Regional Report Card Perceived Perform ance ( 1-5 scale) V ariable Convention & Meeting Facilities A ccom m od ation A ttractions & Entertainm ent Mob ility & A ccess Destination Perform ance Sp orts & Recreation Facilities Brand Events Com m unication & Internet Infrastructure A ir A ccess

Maine A verage

A roost ook

Dow neast A cad ia

Great er Port land & Casco Bay

Kenneb ec Valley

Maine Hig hland s

Great er Bang or

Maine Lakes & Mount ains

Mid -Coast

The Maine Beaches

2.62 3.0 6 3.4 9 2.76 3.18 3.22 3.4 2 3.27 2.77 3.0 8

2.21 2.67 2.83 2.84 2.82 3.39 3.36 3.17 2.69 2.66

2.4 6 2.91 3.35 2.81 3.0 6 3.0 9 3.4 9 3.21 2.4 8 2.95

2.87 3.4 1 3.95 2.85 3.50 3.35 3.4 7 3.36 3.0 2 3.35

2.28 2.59 3.11 2.65 2.81 3.22 3.22 3.31 2.4 6 2.80

2.0 3 2.32 2.87 2.60 2.71 3.0 9 3.31 2.85 2.37 2.64

3.12 3.39 3.20 2.89 3.4 0 3.4 7 3.4 1 3.84 2.97 3.21

2.53 2.96 3.18 2.67 2.97 3.29 3.35 3.11 2.75 2.93

2.70 3.14 3.83 2.63 3.13 2.91 3.4 1 3.34 2.68 3.20

2.73 3.20 3.59 2.73 3.34 2.95 3.58 3.10 2.94 3.23

DESTIN A TIO N STREN GTH - Maine A verage IN DUSTRY A V ERA GE DESTIN A TIO N STREN GTH

RESULTING SCENARIO

Note Green shading signifies that the region outperformed the destination average by greater than 0.2. Yellow shading signifies that the region underperformed the destination average by greater than 0.2 but less than 0.4. Red shading signifies that the region underperformed the destination average by greater than 0.4.

3.0 8 3.4 9

EXPLORERS

Maine DestinationNEXT Assessment | 11

Convention & Meeting Facilities The addition of a convention center in Southern Maine would improve the destination Where possible, hotels/other meeting venues take full advantage of the views Has good, unique off-site venues for special events

Offers an abundance of professional and experienced convention and/or meeting services suppliers Has the necessary convention, meeting, and trade show facilities to compete today Has the necessary convention, meeting, and trade show facilities to compete for the next 25 years

Convention center meeting and networking space is well branded 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 12

Attractions & Entertainment Has unique and high-quality dining options Offers a wide diversity of outdoor recreation options for hiking, biking, paddling, etc. Has high-quality and wide-ranging arts and cultural attractions

Has an assortment of authentic and unique attractions and entertainment opportunities (e.g. Historic Sites, Museums, Cultural Attractions) Towns and cities offer diverse and high-quality shopping opportunities Has unique and vibrant neighborhoods that are attractive and accommodating to visitors

Has the type of large, famous attractions that cause people to stay (or plan to stay) an extra day Suburban and/or rural areas offer diverse and high-quality shopping opportunities 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 13

Accommodation

Note Red Dashed Line signifies the destination average for this individual variable.

Maine DestinationNEXT Assessment | 14

Destination Performance Is experiencing a positive growth in overnight visitation

Hotels are performing well (e.g. Occupancy, RevPAR) Tourism industry performance is adequately measured and tracked

The tourism industry does a good job at communicating the performance and economic impact to the public Is successfully attracting meetings and conventions 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 15

Mobility & Access Has adequate water access that makes it easy for visitors to get around Has adequate bike paths/pedestrian walkways that makes it easy for visitors to get around There are a number of sufficient and visible information centers available to tourists Has great directional signage and highways that make it easy to get around Provides good access and mobility for those with disabilities Roads can easily handle residents, businesses and visitor traffic throughout the year Has adequate public transportation that makes it easy for visitors to get around 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 16

Sports & Recreation Facilities Has an abundance of parks and outdoor spaces for handling special events Offers major events that attract non-local visitors

The citizens of the region are supportive of hosting major sporting/national or international events Local venues produce numerous public/lifestyle shows throughout the year for residents to enjoy Government is cooperative and supportive in attracting and hosting major events Has diverse and quality facilities/venues with capacity/availability to host major events 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 17

Brand Is known as being a healthy place for outdoor activities Is known for having a lot of things to see and do Is known for being safe, clean, and secure for visitors

Is known for being environmentally conscious and sustainable Appeals to a diverse range of visitors Has an effective region-wide marketing message

Is prepared for international tourism with adequate translations and guides Panhandling does not affect the experience of the destination 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 18

Events Has an abundance of parks and outdoor spaces for handling special events Offers major events that attract non-local visitors The citizens of the region are supportive of hosting major sporting/national or international events

Local venues produce numerous public/lifestyle shows throughout the year for residents to enjoy Government is cooperative and supportive in attracting and hosting major events Has diverse and quality facilities/venues with capacity/availability to host major events 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 19

Communication & Internet Infrastructure Tourism industry uses and leverages social media to support the brand and amrket Businesses have access to good broadband capacity to be able to run their businesses effectively

There is reliable mobile phone service covering all of the region’s attractions

There is substantial Wi-Fi access in region’s meeting/convention facilities Offers sufficient free Wi-Fi in outdoor/public areas with high visitor traffic 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 20

Air Access Local airport offers a "sense of place" that supports the brand and promotes the region and state Local airport has the facilities to grow tourism in the region Has adequate domestic air access through airports (number of flights/capacity)

Has adequate domestic air access through airports (# of carriers/low-cost options) Has adequate international air access through airports (number of flights/capacity) Has adequate international air access through airports (# of carriers/low-cost options) 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 21

Community Support & Engagement – Greater Portland & Casco Bay

Relative Importance

Perceived Performance

Local Community Support

1st

5th

Industry Support

2nd

3rd

Hospitality Culture

3rd

2nd

Workforce

4th

10th Maine DestinationNEXT Assessment | 22

Community Support & Engagement – Report Card Relative Im portance ( 0 -10 0 %) V ariable Local Com m unity Sup p ort Ind ustry Sup p ort Hosp itality Culture W orkforce Fund ing Sup p ort & Certainty Econom ic Develop m ent Reg ional Coop eration Mem b ership Streng th & Sup p ort Effective A d vocacy Prog ram Effective DMO Governance Mod el

Ind ust ry A verag e 10 .2% 9.9% 10 .2% 10 .1% 9.9% 10 .2% 10 .0 % 9.6% 10 .2% 9.6%

Perceived Perform ance ( 1-5 scale)

Great er Port land St and ard & Casco Bay Deviat ion A verag e 10 .7% 10 .3% 10 .2% 10 .1% 10 .0 % 10 .0 % 9.9% 9.8% 9.8% 9.3%

6% 2% 1% 2% 6% 2% 1% 2% 1% 2%

CO MMUN ITY SUPPO RT & EN GA GEMEN T - Greater Portland & Casco Bay IN DUSTRY A V ERA GE CO MMUN ITY SUPPO RT & EN GA GEMEN T

RESULTING SCENARIO Note Green shading signifies that the destination outperformed the industry average by greater than 0.2. Yellow shading signifies that the destination underperformed the industry average by greater than 0.2 but less than 0.4. Red shading signifies that the destination underperformed the industry average by greater than 0.4.

Ind ust ry A verag e 3.56 3.81 3.71 3.31 3.36 3.95 3.76 3.76 3.63 3.80

Great er Port land St and ard & Casco Bay Deviat ion A verag e 3.4 9 3.56 3.61 2.4 0 2.68 4 .11 3.50 3.4 1 3.29 3.31

0 .70 0 .74 0 .79 0 .69 0 .83 0 .56 0 .76 0 .67 0 .75 0 .76

3.34 3.6 0

EXPLORERS

Maine DestinationNEXT Assessment | 23

Community Support & Engagement – Regional Report Card Perceived Perform ance ( 1-5 scale) V ariable Local Com m unity Sup p ort Ind ustry Sup p ort Hosp itality Culture Reg ional Coop eration Econom ic Develop m ent W orkforce Effective A d vocacy Prog ram Mem b ership Streng th & Sup p ort Fund ing Sup p ort & Certainty Effective DMO Governance Mod el

Maine A verage 3.4 4 3.50 3.4 2 3.38 4 .0 0 2.39 3.22 3.34 2.50 3.22

A roost ook

Dow neast A cad ia

Great er Port land & Casco Bay

Kenneb ec Valley

Maine Hig hland s

Great er Bang or

Maine Lakes & Mount ains

Mid -Coast

The Maine Beaches

3.15 3.21 3.63 2.98 3.63 2.77 2.96 2.84 2.0 1 2.73

3.4 7 3.51 3.28 3.31 3.94 2.18 3.28 3.38 2.30 3.11

3.4 9 3.56 3.61 3.50 4 .11 2.4 0 3.29 3.4 1 2.68 3.31

3.31 3.4 4 3.17 3.27 4 .0 0 2.56 3.21 3.4 3 2.4 3 3.31

3.35 3.60 3.0 2 3.37 3.96 2.52 3.0 5 3.4 4 2.33 3.17

3.65 3.58 3.62 3.4 5 4 .11 2.75 3.4 3 3.52 2.58 3.62

3.34 3.50 3.22 3.16 3.89 2.4 4 3.21 3.30 2.36 3.18

3.4 5 3.4 6 3.4 7 3.4 0 3.96 2.0 5 3.0 9 3.23 2.4 5 3.21

3.56 3.4 1 3.35 3.68 4 .0 8 2.10 3.21 3.23 2.99 3.0 1

CO MMUN ITY SUPPO RT & EN GA GEMEN T - Maine A verage IN DUSTRY A V ERA GE CO MMUN ITY SUPPO RT & EN GA GEMEN T

RESULTING SCENARIO

Note Green shading signifies that the region outperformed the destination average by greater than 0.2. Yellow shading signifies that the region underperformed the destination average by greater than 0.2 but less than 0.4. Red shading signifies that the region underperformed the destination average by greater than 0.4.

3.25 3.6 0

EXPLORERS

Maine DestinationNEXT Assessment | 24

Local Community Support The region's tourism industry has business support

The region’s tourism industry gets positive media coverage

Local community in the region have a general understanding and positive perception of the region’s tourism industry Stakeholders find value in partnerships that include other tourism regions

1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 25

Industry Support

Tourism industry leaders and stakeholders are supportive of the regional tourism industry

Tourism industry leaders and stakeholders are investing in activities

1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 26

Hospitality Culture

The region has a reputation for offering high-quality customer service

The region has a hospitality-minded culture that welcomes visitors and improves their experience 1

2

3

4

5

Maine DestinationNEXT Assessment | 27

Workforce

The region has a strong base of hospitality education programs

The region’s workforce is stable and has a positive labor relations environment The region’s hospitality industry is able to attract and retain a high-quality workforce The H2B visa restrictions have not affected businesses that cater to tourists or the hospitality industry workforce The increase in rents and home prices has not affected the industry in terms of attracting employees 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 28

Funding Support & Certainty

There is stable funding to attain tourism mission of growth of economic activity and improved quality of life There is sufficient funding to attain tourism mission of growth of economic activity and improved quality of life 1

2

3

4

5

Maine DestinationNEXT Assessment | 29

Economic Development

Note Red Dashed Line signifies the destination average for this individual variable.

Maine DestinationNEXT Assessment | 30

Regional Cooperation

Tourism marketing efforts have broad economic benefits across the region There is broad collaboration and coordination among tourism partners in the region 1

2

3

4

5

Maine DestinationNEXT Assessment | 31

Stakeholder Strength & Support

Stakeholders are active, engaged and supportive of tourism development Stakeholders are active, engaged and supportive of tourism marketing Stakeholders find value in region-wide partnerships Stakeholders find value in partnerships that include other tourism regions 1

Note Red Dashed Line signifies the destination average for this individual variable.

2

3

4

5

Maine DestinationNEXT Assessment | 32

Effective Advocacy Program

Local government is supportive of the tourism industry Local government relies on tourism stakeholders for input on the destination

Tourism advocacy programs are successful in educating/informing government policy and regulatory matters 1

2

3

4

5

Maine DestinationNEXT Assessment | 33

Effective Destination Organization Governance Model

Organizations that impact tourism have an effective organizational structure

Local leaders are engaged in the governance structure of organizations 1

2

3

4

5

Maine DestinationNEXT Assessment | 34

Key Takeaways • Currently in Explorers quadrant with below industry average destination strength and community support & engagement • There is similar alignment between stakeholder groups on the perception of the destination

Destination Opportunities • x

Community Support & Engagement Opportunities •

x

Maine DestinationNEXT Assessment | 35