Hartford Business Journal

8 Hartford Business Journal • May 18, 2015 www.HartfordBusiness.com FOCUS TOURISM Q&A Sustainable travel, digital marketing latest tourism trends Q&A talks with Randy Fiveash, director of the Connecticut Office of Tourism in advance of the summer tourism season. Q: What are the latest trends in tourism? A: One trend the Connecticut Office of Tourism is pay- ing close attention to is the rise in mobile marketing. As our state looks for the most efficient way to encourage in-state residents and visitors from nearby cities like New York, Boston, and Philadelphia to visit Connecticut, the state has ramped up our tourism marketing efforts in the digital space through targeted advertising and visual platforms like Instagram and Pinterest as well as Facebook and Twitter. Q: How do you judge the success of Connecticut's Still Revolutionary campaign? A: As we have from day one, our core goals for the tourism market- ing initiative are to increase visi- tation and overnights, drive state pride, generate tax revenue, and create new jobs. According to a recent state tour- ism economic impact study, tour- ism continues to be an important driver for Connecticut's economy and growth, generating $14 billion in total sales from visitors in 2013, a 3 percent increase from 2012. Tourism also supports more than 118,000 jobs — including 80,000 direct jobs — statewide, representing 5.3 percent of all employment in the state. Q: What are the emerging travel habits of the future? A: Sustainable travel is grow- ing in popularity. Connecticut has seen a recent influx in sus- tainable lodging destinations; there are now 31 hotels, motels, and bed and breakfasts partici- pating in the Connecticut Green Lodging program sponsored by the Connecticut Department of Energy & Environmental Pro- tection (DEEP) and Connecticut Office of Tourism. Visitors are considering epicurean adven- tures when choosing to visit a destination. Many visitors are motivated to choose destinations by restaurants, bars, and local food available. Connecticut delivers on this travel habit by offering numerous trails for culinary enthusiasts. For example, the Connecticut Beer Trail includes some of the best breweries in the country — offer- ing residents and visi- tors a wide range of award-winning craft breweries and brew- pubs across the state. O n e - o f - a - k i n d a c c o m m o d a t i o n s are of interest for authentic local expe- riences. Unique over- night destinations are extremely attractive to visitors. Connecticut offers distinctive bed and breakfast properties like the Woodstock Inn and Copper Beech Inn in a bucolic set- ting that allows urban individuals and families to enjoy a respite from hectic city life. Also, Winvian Farm offers cottages fashioned as a treehouse or inclu- sive of a helicopter — that's truly a Connecticut experience. Q: What are untapped areas of Connecticut's tourism industry that can be explored to increase the state's market share? A: Connecticut's best advan- tage is its ability to offer multi-lay- ered experiences within a short drive. Individuals can enjoy both a day of hiking, biking, exploring towns or seaside villages, and then head out for a night out on the town with great food and music at one of our state's resorts. Connecticut coast to coast is only a few hours so it's the perfect getaway for anyone interested in a blended experience. Q: How can Connecti- cut's gaming industry retain its competitiveness in the face of increasing regional competition? A: Mohegan Sun in Uncasville and Foxwoods Resort Casino must continuously evolve and adapt to consumer trends and life- styles. The state's casinos offer a broad range of activities from live concerts and restaurants helmed by celebrity chefs to shopping and relaxing spa services. Mohegan Sun is setting itself apart by offering luxury experi- ences such as helicopter flights from New York City and will intro- duce a new 400-room Earth Hotel tower in 2016. Foxwoods Casino is opening Tanger Outlets on May 21, which will offer upscale branded and designer outlet retailers. n RANDY FIVEASH Director, Connecticut Office of Tourism Tourism drives Mystic's economy By Chris Dehnel Special to the Hartford Business Journal T ourism is considered one of Connecticut's top six industries by state economic development offi- cials, but the bounty from visitors with disposable income isn't shared equally by all cities and towns. One district heavily dependent on the industry is Mys- tic. And since its spring, business is about to get into full swing in the small village located in New London County. Mystic, over the years, has developed into a destina- tion for many, including those who live outside the state and country. Tourism is so important to Mystic that 50 percent of Greater Mystic Chamber of Commerce mem- bers are tourism-related businesses, chamber president Tricia Walsh said. "But I can also say that 100 percent of our businesses are impacted [by the industry]," Walsh said. "We live and work in a place in which we realize the reason we have this wonderful area is because of tourism." Mystic is marketed as part of the larger "Mystic Country" region, which includes 42 eastern Connecticut towns that rely heavily on the tourism industry. According to the most recent economic impact study by the state Commission on Culture and Tour- ism, Mystic Country employs 27,572 people through tourism-related businesses. That makes up nearly a quarter of the tourism workforce in the state. Mystic also accounts for 28.9 percent of Connecticut traveler spending, according to the report. That means companies in Mystic sink or swim with the tourism season. Good weather with pleasant temper- atures could generate healthy business; get a nasty, rainy summer and Mystic's economy could feel the pinch. Mystic business and government officials say they promote the village as a destination of culture, history and education. Surrounding towns, including Groton and Stonington, also are heavily dependent on the tourists Mystic draws to the region. Groton Town Manager Mark Oefinger said the staples of commerce in Mystic are historical attractions like the Seaport, Olde Mistick Village and the USS Nautilus as well as the educational hub that the aquarium has created. Mystic Seaport Communications Director Dan McFadden said the area has slowly evolved over the past 40 years to become a destination for special events that help attract visitors, especially during warmer months. The Mystic Outdoor Art Festival, for example, which features about 100,000 works on display, draws about 85,000 visitors over two days in August. Traditional attractions and special events will draw a combination of day-trippers and multi-day travelers, Oefinger said. "Mystic is a sleepy New England town for some of the year," Oefinger said. "Then things change." Walsh said development officials and business own- ers market the area through the regional tourism dis- trict, but, she added, there is rarely a marketing promo- tional campaign because the region tends to sell itself. "We have marquee value in the Mystic Country name," she said. "From the Thames River to Watch Hill, it is easy to associate the coastal region with Mystic. When families go on vacation, they fall in love with it and realize that is the way people live here." More year-round activity One of the biggest draws to the area is Mystic Continued P H O T O S | C O N T R I B U T E D Ships docked at Mystic Seaport, shown in the photos above and to the right, are a top attraction in Mystic, which relies heavily on the tourism industry.

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