Tourism Matters - Fall 2000

I spent some time with Disney Institute people, Jim Cunningham, of Professional Development Programs, Walt Disney World Resort and Bart Spoor Disney Behind the Scenes Tour Guide. Here is what I learned: Disney has 58,000 cast members (employees) representing 33 labor unions. Think about that if you feel you have personnel concerns.

When hiring, all of Walt Disney World’s cast members begin with auditions. This step is to introduce prospective workers to the Disney culture and history before the interview takes place. People assigned to work in the casting office come from all different parts of the organization. They work on 12-month assignments to this job with the duties of interviewing and selecting employees.

While prospective cast members wait for interviews, they watch a video that describes the interview process and Disney’s expectations. Nonconformists needn’t apply, for example male cast members are prohibited from wearing earrings or having facial hair.

After hiring, cast members go through one-and-half day training program called "Traditions". Here is where they learn the basics of being good cast members and how to meet and exceed guest expectations.

Disney training focuses on safety, efficiency and fun, in that order. Then training is completed at Disney University, a place to learn unique skills required of each job. The University is one of the largest corporate training facilities in the world.

The Disney organization knows that customers will make mistakes; cast members are there to create a win-win situation. Seventy percent of Disney customers are repeat business, which proves that they can maintain a happy customer. Disney expects customers to become advocates for the business.

Disney guests expect a lot of Disney as well. To keep up with customer trends and changes Disney continually collects data on guests from surveys, focus groups, opinion polls, etc. The company knows that the average family saves two-and-half to three years for its trip to Disney World. The average visiting family consists of 3.2 members. Twenty-three percent of their guests come from outside of the United States. Fifty-one percent of their guests fly and 44 percent drive. The top three expectations for the Disney parks are to be clean, friendly and fun. Everyone from CEO Michael Eisner to housekeepers knows these expectations and are empowered to make them happen. Jim Cunningham says " What kind of message does it send to an hourly cast member if a manager walks right by a piece of paper on Main Street and doesn’t pick it up?" It is every cast member’s responsibility to keep the parks clean, friendly and fun."

Work teams determine their own bench marks for success and track their progress on a report card.

Final note, I understand that the Disney institute will no longer be open for individuals in business outside of Disney to attend, but will be available for corporate groups.

Entering Ludington a few weeks ago was a pleasant experience. Streets were lined with flowers; volunteers were out pulling weeds and grooming the plants. The Sunshine Café still has the friendly and welcoming staff, and doing a great business. Several visible improvements have been made since I last visited as a Community Assessment Team member in 1995: a new marina, city park improvements along the waterfront, Jaycees miniature golf, wave runner rental and a well-landscaped boulevard leading to the boat launch and public beach area.

My trip out east, to a location our family has vacationed for thirty years had some unexpected changes due to the labor shortage. Let me warn you, so you can watch for this occurring in your business, and hopefully you will have some way to deal with it.

Because of the growth in tourism in the Cape Hatteras area, there are not enough workers in the local labor force to fill the jobs. Sound familiar so far. The areas have imported workers from metropolitan areas. Cape Hatteras is an island; it is slow and quiet, with a local workforce that will take the time to discuss the last hurricane or the best place to catch flounder. The new work force is operating in high gear, efficient, wanting to turn the tables as many times as possible, and don’t know or appreciate the location. I felt as if I were dining in New York City, which is a great place to be but not what I came to Cape Hatteras to experience.

Maybe a class in "local culture, and customer expectation" would be in line for workers here. Anyone have this problem, how did you handle it?

"The tourism industry brings more than $10 billion annually to Michigan. That equates to bringing in one million dollars a day, every day of the week. Tourism has created 155,000 to 200,000 jobs primarily for state residents. Tourism is the No. 2 industry in our State." says Linda Singer, West Michigan Tourist Association President when she spoke to the Three Rivers Area Chamber of Commerce in July.

Looking to the future, Singer said, 20 years from now multi-cultural groups will be in the majority in this country, and they will have increasingly larger amounts of money to spend on vacationing. Travelers want to find "real American life"; it is up to local communities to provide atmosphere and services to tourists. No matter what kind of work you are involved in, we all depend on tourism to support our economy.

Michigan people like their own state, "Each year, 36 million trips are taken within state borders. Michigan ranks third in the numbers of its own residents who travel within the state."

West Michigan Tourist Association 41-county service area includes the entire western half of the Lower Peninsula. Thanks Linda Singer for promoting the benefits of tourism.

The Tourism Area of Expertise Team conducted a survey in March to learn about the smaller, independently owned lodging establishments in the Upper Peninsula and the northern portion of the Lower Peninsula. The purpose of the survey was to obtain baseline information regarding the size, type, and age of the establishments as well as the amenities offered, marketing methods, and interest in educational assistance.

Preliminary findings of the 109 returned questionnaires show that 70% of the properties have upgraded in the past five years which resulted in increased occupancy and profitability. When asked if they have future renovation plans, 80% of the respondents said yes.

Of the 23 amenities listed in the survey, satellite/cable TV, non-smoking rooms, air conditioning, kitchenettes, wheelchair access, and pets allowed are offered by more than half of the properties in some or all of their rooms. When asked about the most requested amenities/services, the most popular are Jacuzzi/hot tub (14%) and beach/waterfront (10%). Fireplace, satellite/cable TV, and indoor pool were listed as the most requested amenity by 9% of the respondents.

Final results and analysis of this research project will be completed by October 1, 2000 and posted at our web site http://www.tourism.msu.edu

American Indian Pow Wows are an excellent way to experience American Indian culture. Indian people join together in dance and song and to renew friendships. This it a good way for tourism people to interact with American Indian Community leaders. Upcoming Pow Wows are September 2-3 Michinemackinong Traditional Pow Wow, Carp River, St. Ignace, call 906-863-9831

Trends 2000 "Shaping the Future", the 5th Outdoor Recreation & Tourism Trends Symposium. This conference will take place September 17-20, 2000 at the Lansing Center & Radisson Hotel in Lansing, Michigan.

It is co-hosted by Michigan State University - Department of Park, Recreation & Tourism Resources and the Travel & Tourism Research Association - CenStates Chapter. Major sponsors are Travel Michigan - Michigan Economic Development Corporation and the Greater Lansing Convention & Visitors Bureau.

We have already conducted an extensive mailing of this preliminary program to several thousand individuals around the globe; however, we do not want to overlook anyone within the state who may be interested in participating in or attending this conference.

For more information about TRENDS 2000 and for on-line registration information, visit the conference website at www.prr.msu.edu/trends2000/. You may also call 517-353-5190, ext 103 or send an e-mail message to trends@msu.edu if you have any further questions.

Michigan Tourism Conference October 8 - 9, 2000 at Shanty Creek in Bellaire. Featured presenters include: Paul Dunfee, Regional V.P. of Claritas; Richard Snyder, President of Avalon Investments, Inc.; Dr. James Canton, futurist, CNN commentator, digital entrepreneur and author.

Tourism Conference registration kits will be mailed in July. Please call Lynn Huffman with questions at 517-373-3186.

Upper Peninsula Tourism Conference - Silver City and the Porcupine Mt. Wilderness State Park will be the setting for this years conference scheduled for October 18 - 19, 2000. For conference information or registration information, please contact MSUE Upper Peninsula at 906-228-4830 and ask for Jeanne or Rita.

Michigan Festivals & Events Association’s (MFEA) 8th Annual Convention slated for November 2 - 5, 2000 at the Radisson Plaza Hotel in Kalamazoo, MI. For further information contact the MFEA office at 517-845-2080 or at our website: www.mfea.org

Cultural Tourism-Related News to Use "Marketing the Michigan Experience", a Michigan Museums Association conference, is scheduled for November 1 - 2, 2000 at the Amway Grand Plaza in Grand Rapids. Sessions will help participants from cultural organizations learn how to attract new tourist audiences by creating cultural tourism itineraries that can be promoted to travel writers, tour organizers and the traveling public. Registration materials will be available in September. For information, contact Tamara Real, MMA cultural tourism project coordinator, c/o Get Real! Communications, 107 Miller Ave, Ann Arbor 48104, or by telephone at 734-669-4360; fax, 734-669-4361, or e-mail getreal@pobox.com

The "Travel Michigan Spring/Summer Guides" and current guides may be obtained by calling toll-free (888) 78-GREAT (888-784-7328). Our previous issue listed the prefix as (999), we are sorry for any inconvenience this may have caused.

The "2000 Michigan Travel Ideas" is the largest yet. This 164-page, full-color guide to Michigan travel destinations is the eighth annual edition published by Travel Michigan, in cooperation with "Midwest Living" magazine. Outdoor adventures, shore town getaways, kid-pleasing side trips, Great Lakes State culinary tour are among nearly a dozen features contained within the publication. Readers will also find information about places to stay, including state park campgrounds, a regional travel directory, and a page dedicated to "Great Gear", the official Michigan logo wear, available on-line at www.michigan.org, or by calling (800) 345-1445.

Among Travel Michigan’s newest publications is "Golf Michigan." This 34-page, full-color golf publication is an essential planning guide, offering detailed information and prices for more than 100 golf courses and resorts statewide.

Washington - Petoskey’s historic, downtown and reputation as author Ernest Hemingway’s hideaway made the city among 12 vacation destinations nationwide that best remember their histories and shun urban sprawl, according to a group that promotes preservation of the nation’s historic sites.

"The communities we’ve named to this list are pockets of serenity amid the sprawl, clutter and homogenization that have overwhelmed so many American vacation spots," said Richard Moe, president of the National Trust for Historic Preservation.

The trust selected the communities according to their ability to maintain well-managed growth, dynamic downtown areas, commitments to historic preservation and economic basis of locally owned businesses.

Petoskey, known for its nearby lakes and bays and thriving downtown, still feels like a small town. Hemingway spent summers at his family’s cottage on Walloon Lake. The outdoor inspired his Nick Adams short stories. It’s also cited for its array of outdoor activities throughout the year.

San Luis Obispo, California	Lawrence, Kansas	Lexington, Virginia
Lowell, Massachusetts	Cooperstown, New York	Port Townsend, Washington
Boulder, Colorado	Pittman Center, Tennessee	Chippewa Falls, Wisconsin
Thomasville, Georgia	Fredericksburg, Texas

I certainly enjoyed reading Nicole Vaugeois’ article entitled "Farm Tourism A New Tourism Product for Michigan’s Thumb Region" in the summer issue. This is one particular area that I am very interested in, and would like to know what the results will be like.

Our office in Concord, Michigan receives a copy of Tourism Matters, and I would like to receive a copy of the newsletter at home so that it can be read by the other members of my family. Sincerely, Scott Welden.

Great to hear from you Scott, and thanks for your comments. Yes, we will add your home address to our mailing list. Glad to be of help! Sally

A summary of your article "Hospitals and Tourism" appears on page 10 of the latest issue of Rural Development News. Thank you for your contribution. Sincerely, Julie Stewart, Communication Director, North Central Regional Center for Rural Development.

Tourism Area of Expertise Team
Michigan State University
172 Natural Resources Bldg.
East Lansing, MI 48824-1222
Phone: 517-353-0793
Fax: 517-432-2296