Understanding Planners' Perceptions of Carlsbad
The findings of the perception study were critical to developing our strategy for targeting the groups market.
Carlsbad, California had long relied on its proximity to Legoland and great beaches to drive tourism, and yet hotels remained empty during the week.
The DCI Strategy
DCI determined that corporate and SMERF meetings could be procured to fill mid-week hotel rooms. However it was necessary to gauge meeting planner perceptions of Carlsbad to effectively position the destination among the competitive Southern California marketplace.
- Conducted a focus group with local hoteliers to determine their interest in pursuing the group market and their individual perceptions of the Carlsbad product.
- Conducted a survey of corporate, SMERF and small association meeting planners to determine perceptions of Carlsbad and the city’s chief competitors.
- Analyzed findings. Then provided Visit Carlsbad with a profile of the target audience’s perception of Carlsbad, appetite for the Carlsbad experience and key messages required to differentiate Carlsbad from its competitive set.