Historic Triangle Collaborative Proposes Marketing Study

Historic Triangle Collaborative Proposes Marketing Study

By Desiree Parker Monday, November 21, 2011

The Historic Triangle Collaborative will be using William and Mary’s Mason School of Business to conduct a marketing study of Williamsburg to help the area attract businesses.

The study is intended to help local economic development authorities attract businesses to the area using a cohesive marketing message. It will assess the area’s business strengths, the region’s current reputation with potential businesses, how the area’s strengths can best be marketed and how the area might distinguish itself from competitors.

“We believe this study will help the three jurisdictions market the region to potential businesses,” said Jim Golden, vice president for strategic initiatives at William and Mary and chairman of the HTC’s Economic Diversification Task Force.

“We hope it will be a catalyst for collaboration in other areas as well.”

The idea for the study grew out of a recommendation from the 2010 Economic Diversification Task Force Report that encouraged the region to collaborate on joint marketing.

The task force was established by the HTC and includes the heads of local economic development offices, a member of all the local EDAs, the economic development director at William and Mary and representatives of Thomas Nelson Community College, Colonial Williamsburg Foundation, the Greater Williamsburg Chamber and Tourism Alliance, Xanterra and the HTC, as well as Golden.

The William and Mary project team will include five MBA students, two Mason School Executive Partners and one faculty supervisor. The study will cost $15,000 plus expenses and will be shared between James City, Williamsburg and York Economic Development Authorities, the HTC, the Colonial Williamsburg Foundation, Crossroads and the Alliance.

The study begins this month and will last 13 weeks. Final report recommendations will be provided in April and will include communication strategies to market the region collectively and by locality.

Comments

+2 #6 gather dust 2011-11-22 11:09

Granted studies are done to gaine knowledge, help create change, ande forter results;;;;but end up on the curb.

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+3 #5 samantha pinkney 2011-11-22 10:59

I suggest they change their name to the "Super Collaborative" since their likelihood for success mirrors that of the governmental Super Committee. I think the 'Burg just needs to fess up the fact that its best days are far behind it.

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0 #4 Really 2011-11-21 15:30

I have no doubt the students at W&M Mason School will do an excellent study on how to attract a diverse group of businesses. The challenge will be the elected and business leaders willingness to change. We are where we are because we do what we always do and expect a different outcome.

The tourism past is not the path to the future well being of Greater Williamsburg.

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+4 #3 Misguided 2011-11-21 11:59

We don't need a study to tell us how to attract more business. We need a study to tell us how to bring in more customers.

The tourism industry exists today. The roads are built,attractio ns,hotels,resta urants,retail are all standing by eager to service the customer. If only we could get them to come.

It would be an instant source of revenue and jobs and you wouldn't have to build anything or provide tax incentives or waivers or go on some sort of nationowide treasure hunt for something new and exciting.

What we need to do is be the best at what we are. What we are is a tourism destination. Let's try to be the best at that.

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0 #2 inefekeve 2011-11-21 10:56

Sudies, studies, studies and the results mean nuting.....neer put into practice and if done...nuting

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0 #1 Again? 2011-11-21 09:02

Once again the bureacrats are doing another study. It should be done and discussed just in time to miss the next summer season. Anything else the HTC wants to do to justify its existence. Good luck W&M students, it will be an exercise in what NOT to do in the real world.

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