To exceed its modest growth forecast, the Tourism and Entertainment cluster will need to substantially improve the image and recognition of the region in the surrounding states in order to capture a greater share of their tourism and entertainment activity.

Four collaborative action initiatives have been proposed by members of the Tourism and Entertainment cluster. The majority of these are specific to the cluster, although promoting the image of the region and its assets is a theme shared by other clusters.

1. External Marketing of the Kalamazoo-Battle Creek Region

Objective: Increase visits to our regional tourism and entertainment destinations by visitors from markets outside of this region by implementing a focused collaborative regional marketing program.

Activities: Regional marketing program.

• Integrated Image: Address the inconsistency in marketing tourism and entertainment in the region by developing a more integrated image and market focus.
• Regional Focus: Develop and retain a focus on the overall region as the priority.
• Target Markets: Determine the area for a marketing campaign (e.g., a target of 300-500 mile radius).
• Cooperate: Organize cooperative effort in raising marketing funds.
• Use State Media: Use a jointly funded advertising placement in Michigan Travel magazine as a marketing tool that lists and promotes all attractions in the Battle Creek and Kalamazoo areas.
• Change Position: Strategically and tactically address the challenge that "Lake Michigan" is the major destination in this region, while Kalamazoo and Battle Creek are viewed as an "en route" destinations.
• Seek Experts: Evaluate use of a consultant to help develop specific elements of a market strategy for the region.
2. Internal Marketing of Tourism and Entertainment

Objective: Increase visits to regional destinations and attractions by visitors from within the region by promoting these tourism and entertainment resources and assets.

Activities: Regional awareness program.

• Increase Awareness: Develop a local awareness program to educate the public on available events and entertainment.
• Better Signs: Commission improved signs for attractions in the region.
• Cross-Marketing: Utilize cross-marketing of attractions and destinations in the region to promote to different audiences.
• Mutual Promotion: Actively promote Battle Creek and Kalamazoo to one another.
• Train Locals: Train local tourism workers to better understand and promote destinations in the region.
3. Inventory Regional Tourism and Entertainment Assets

Objective: Create an improved resource base on regional attractions and events for regional promotion.

Activities: Complete inventory and provide to all regional marketing participants.

• Define Attractions: By character of activity, attractors (reason for coming to the region) vs. satisfiers (attractions that benefit from tourist's visit), types of events, destinations and attractions, their logistical features.
• Review Survey: Analyze recent survey of Southwestern Michigan focusing on existing customer base for region.
• Identify Interested Groups: Generate a list of stakeholders in tourism and entertainment in the region to use in building support for marketing activities.
• Develop Materials: Complete assessment and inventory.
4. Measurement System for Tracking Improvements in Attraction Visits

Objective: Provide information for tracking progress in regional marketing based on implementing a uniform data collection tool for voluntary use by attractions.

Activities: Regional tourism data system.

• Standardize Measures: Determine a common standard for measurement of visits by all attractions.
• Set Benchmark: Begin with 1994 baseline data from previous study.
• Use Analytic Help: Work with Upjohn Institute on existing data profiles for tourism and entertainment.
• Find Assistance: Identify voluntary sources of assistance in sampling visits to attractions (e.g., college students).
• Use Data: Use information to inform others of attractions and events and to evaluate effectiveness of marketing efforts.
5. Status of Actions

The Tourism and Entertainment cluster has already raised funds to support the first two phases of a four phase regional marketing study to be developed by a consulting firm.

The cluster has now raised funds for a four-page advertising placement in "Michigan Travel" magazine that will offer readers a removable document providing graphically illustrated information on destinations, attractions and services in the Kalamazoo-Battle Creek region.

An inventory of all major sites in Calhoun and Kalamazoo County is complete. Expansion of the inventory to the other seven counties is anticipated.