New Orleans Launches Strategic Unified Master Plan for the Tourism Industry

FOR IMMEDIATE RELEASE
Media Contacts:
Kelly Schulz or Mary Beth Romig
New Orleans Convention & Visitors Bureau
504-566-5019
kschulz@neworleanscvb.com / mbromig@neworleanscvb.com

New Orleans Launches Strategic Unified Master Plan for the Tourism Industry
Plan will result in added value for clients, improved city infrastructure and an enhanced visitor experience

Goal is to attract 13 million visitors annually, create $11 billion in direct spending, 33,000 additional jobs and $700 million in tax revenue by the city’s 300^th anniversary in 2018

NEW ORLEANS – Jan. 19, 2010 – New Orleans has launched a strategic unified master plan for the city’s tourism industry, which will create added value for convention and travel planner clients; unprecedented synergies in destination branding; improved city infrastructure; increased jobs and an enhanced visitor experience.

The announcement was made today by Louisiana Lt. Governor Mitchell J. Landrieu, Hospitality Task Force Co-Chairs prominent local developer and hotel owner Darryl D. Berger and Senior Vice President of SMG and supervisor over the New Orleans Superdome and Arena J. Douglas Thornton, and members of the New Orleans Hospitality Task Force, including New Orleans CVB President and CEO Stephen Perry. The goal of the plan is to attract 13.7 million annual visitors by the city’s 300^th anniversary in 2018. If New Orleans meets the master plan goals, the cumulative benefits through 2018 will be dramatic: $11 billion in direct spending, 33,000 additional jobs with an average salary of $33,000 a year and $700 million in tax revenue.

The New Orleans Hospitality Industry Task Force commissioned The Boston Consulting Group (BCG), a global management consulting firm and the world's leading advisor on business strategy, to complete a study on New Orleans’ tourism condition and develop a master plan to strengthen tourism in New Orleans. The resulting plan identifies five priorities for moving forward, in addition to specific initiatives to advance each priority:

• Establish clear governance and sufficient funding for the hospitality industry (a more unified structure for local tourism organizations will consolidate messaging, streamline operations and optimize resources)
• Aggressively focus on the basics to revitalize core assets (such as the French Quarter and the airport)
• Strengthen external positioning (through new marketing strategies and branding)
• Build, engage and support a world-class workforce and community
• Drive long-term transformation (including the Riverfront and Canal Street)

Stephen Perry, President and CEO of the New Orleans Convention and Visitors Bureau, said, “The strategic master plan is all about making New Orleans the most attractive destination in the nation for leisure trips, meetings, conventions, festivals and special events. No city has the culture, appeal or visitor experience of New Orleans, so we must have the most comprehensive master plan and shrewd business model of any destination marketing organization in the country. The strategic master plan presents best practices and will provide an unprecedented return on investment for every New Orleans visitor, customer and tourism-related business.”

New Orleans’ hospitality industry is one of the city’s largest employers and a primary economic driver. In 2008, New Orleans attracted approximately 7.6 million visitors who spent $4.1 billion, generated more than $300 million in tax revenues for New Orleans and Louisiana, and kept approx. 78,000 people employed.

Members of the New Orleans Hospitality task force are:

• Co-Chair Darryl D. Berger, Principal and Owner, The Berger Company, Inc.
• Co-Chair J. Douglas Thornton, Senior Vice President, SMG
• Quint Davis, CEO, Festival Productions, Inc.-New Orleans
• Mavis Early, Executive Director, Greater New Orleans Hotel Lodging Association
• Ron Forman, President and CEO, Audubon Nature Institute
• Jim Funk, President and CEO, Louisiana Restaurant Association
• Jim Hutchinson, Office of Tourism, State of Louisiana
• Bob Johnson, General Manager, New Orleans Ernest N. Morial Convention Center
• Ti Martin, Co-Proprietor, Commander's Family of Restaurants
• Bill McCreary, Area Managing Director, Starwood Hotels & Resorts
• Judy Morse, Chief of Staff, Office of Lt. Governor Mitch Landrieu
• John Payne, President, Central Division, Harrah's Entertainment, Inc.
• J. Stephen Perry, President and CEO, New Orleans Convention and Visitors Bureau
• Steven L. Pettus, Managing Partner, Dickie Brennan & Company
• Toni Rice, President, New Orleans Multicultural Tourism Network
• Melvin Rodrigue, Chief Operating Officer, Galatoire's Restaurant
• Sandra S. Shilstone, President and CEO, New Orleans Tourism Marketing Corporation
• Michael Valentino, Basin St. Station Visitor Information Center

The New Orleans CVB is the driving catalyst for New Orleans’ largest industry, strategically leading national and international marketing, public relations and visitor services efforts that attract millions of visitors, events, conventions and festivals. Consistently recognized as one of the top five CVBs in the country, the New Orleans CVB is celebrating its 50^th anniversary in 2010. For more information, please visit www.neworleanscvb.com.

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