Visit Spokane Replaces Membership Dues-Based Model with Community-Benefit Partnership
October 14, 2020
In a rather bold move amidst a tumultuous year for the tourism industry, Visit Spokane has unveiled a restructuring of its business model that will lead to a short-term reduction in revenue but ultimately open up other avenues of funding and allow the organization to live more fully into its mission of marketing the whole region.
“We found our old model to be antiquated and restrictive,” says Meg Winchester, president and CEO of Visit Spokane. “The hope is that by restructuring the way we do business we will create better partnerships with Spokane’s hospitality community, which will make for a more engaging and marketable business model.”
Visit Spokane laid out its new community-benefit partnership model, which replaces the current one based on membership dues, at its annual meeting on Sept. 24. “We are not a membership marketing organization. We are a destination marketing organization,” says Jamie Rand, chief marketing officer for Visit Spokane. “The only way to be a destination marketing organization is to remove the restrictions that limit our ability to promote our entire destination.”
Scheduled to go into effect on Jan. 1, 2021, the new model eliminates membership dues for restaurants, retail establishments and attractions while simplifying — and in most cases, reducing — dues for hotels and service referral businesses. While the changes were not made as a response to COVID-19 (Visit Spokane has been looking to change their funding model since 2018) the pandemic did expedite the planning and implementation, according to Rand, who says the idea was shopped around to the community before moving forward and received an overwhelmingly positive response.
Visit Spokane expects to lose about $149,000 in annual revenue as it restructures, but Winchester said that they are willing to take the financial hit. “Surrendering revenue from certain categories of membership provides the opportunity to truly serve the mission of Visit Spokane, which is to market the entire region,” said Winchester.
The organization plans to recoup the losses over time by securing strategic partnerships, and rolling out co-op advertising and sponsorship opportunities. Rand says a number of other destination marketing organizations have changed their funding model in similar ways. “And if they haven’t,” says Rand, “they will have to in the future, whether they know it yet or not.”
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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