Identifying Market Growth Opportunities for Temecula Valley, California

“DCI has delivered not only valuable data, but a point of view that will help us shape the destination.”

Tom DeMott, General Manager, Temecula Creek Inn & Visit Temecula Valley Board of Directors Member

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The Challenge

Visit Temecula Valley was seeking strategic insights to better define the needs of its leisure and meetings visitors and guide its marketing strategy.

 

The DCI Strategy

DCI conducted primary research among key audiences including meeting planners, past and potential visitors. The results were overlaid with findings from an audit of the destination’s owned channels which analyzed visitation patterns and content engagement and a destination experience audit.

 

The Results

  • Delivered a comprehensive research and insight report for the destination and stakeholders, outlining potential audiences, markets and nuances in visitation patterns.
  • Conducted a half-day strategy session, providing top strategic recommendations for increasing mid-week and shoulder season visitation, as well as segmenting international potential visitors and growing a higher-spending wine visitor.
  • Assisted Visit Temecula Valley with a strategic plan to enhance earned, owned and paid media strategies, and launch a new website.