17 rules of Successful Tourism
Edited from the 25 Immutable Rules of Successful Tourism
By Roger Brooks, Chandler, Brooks & Donahoe

RULE #1 The Four-Times Rule
· Visitors will visit you if you can keep them busy four times longer than
it takes to get there: 15 minutes = one hour of activities. What staying power does your community have?
RULE #2 People like stories more than artifacts.
· Tell me and I'll forget. Show me, and I may not remember. Involve me, and I'll understand and will tell others of the experience.
RULE #3 First impressions are lasting impressions.
· First impressions state who you are and what you have to offer.
· Curb appeal is an investment with a great return.
RULE #4 Your most valuable amenity may include a toilet.
· Lack of visitor amenities results in a lack of visitors.
-Visitor information, public restrooms, seating areas, parks, parking, shopping and dining in a pedestrian friendly setting. The top reason to stop is to use the nearest potty.
RULE #5 Quality is more important than money.
· ...but visitors still expect value.
· Visitors will spend more for a quality experience and will avoid the cheap ones.
RULE #6 Convenience is critical.
· Can visitors find their way around?
· How spread out are your assets and amenities? The closer they are together, the more successful you will be. Pedestrian-oriented activities are increasingly popular.
RULE #7 Customers want something different.
· Set yourself apart from other communities.
· Avoid words like "discover," "gateway," " close to everything," " we have it all," " visit for a day or a lifetime."
· Tell me WHY I should visit.
· Find your niche and promote it like crazy. If you don't have one, make one: develop a theme.
RULE #8 Signage says who you are and what you have to offer.
· Welcome signs: what's around them? What does that say about your
community? As soon as visitors see the sign, they will make a judgment about your community.
· Don't put signs at city limits: put them where they will showcase your
community.
· Parking of less than four hours will result in less visitor spending.
· Your town will be judged by the signs you keep: both public and private.
RULE #9 Visitors see perpendicular signs.
· Visitors look ahead, not side to side.
· What do you see when you drive down your streets?
RULE #10 Sell what you have, not what you are.
· What is it you're selling? Can I tell from reading your signage?
· Dont antiquate your business unless you're in the antique business.
· Avoid words including " lounge," " cocktails," and " motel" when possible. These words went out with the 70s.
RULE #11 Sell the experience - not the place.
· Visitors enjoy experiences far more than buildings or cities.
· Sell activities, educational experiences, fun THEN the community.
RULE #12 Visitors don't stay within boundaries.
· Visitors don't care about city limits, county lines, or even state lines.
· Sell the " whole" experience. Remember the four-times rule - the more you have to offer collectively, the longer visitors will stay and the further pull your community will have.
· You will be much more effective as one loud voice as opposed to a bunch of small voices. Pool your assets and your competitors. 10 antique stores will pull people from further away and will put you on the map as the place to purchase antiques. Check out Branson, MO if you need to see this rule in action.
RULE #13 Residents are your biggest, cheapest sales force.
· The top reason for travel is to visit friends and family.
· Every community with residents, has visitors: Are your residents promoting your community?
Your businesses? Attractions?
RULE #14 Photography sells tourism: particularly in the Northwest
· Create a professional photo library (no snapshots!).
· Photos that say " wow" have pulling power. Do your photos make you want to go there?
· Photos with people (activities) sell better than scenics. People want experiences with the views. After all, experiences keep visitors longer than views.
RULE #15 Your VIC should be working 24 hours a day.
· Window displays, exterior brochure racks.
· Reduce community event postings, concentrate on visitor activities and services.
RULE #16 Make sure your marketing materials are good enough to close
the sale?
· This includes your website. Does it make you want to go there?
· Comparison shop. How do you stack up to the competition?
RULE #17 Develop a call to action
· Call for your FREE Activities Guide (or Getaway Guide).
· Visit www.activitiescentral.com and win!
_________________________________
Roger Brooks gave the full 25 -rule presentation to members of the Seaside Chamber of Commerce in April. He may be reached at rbroooks@chandler-brooks.com.

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