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TOURISM Tourism GoTeam Co-chairs: Brent Christensen (MDA) and John Hairston (Hancock Bank) Tourism Go Team: 15 appointed Commissioners and 9 team advisors.

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Presentation on theme: "TOURISM Tourism GoTeam Co-chairs: Brent Christensen (MDA) and John Hairston (Hancock Bank) Tourism Go Team: 15 appointed Commissioners and 9 team advisors."— Presentation transcript:



3 Tourism GoTeam Co-chairs: Brent Christensen (MDA) and John Hairston (Hancock Bank) Tourism Go Team: 15 appointed Commissioners and 9 team advisors

4 Tourism GoTeam The Go Team is segmented into 9 subcommittees Government (legislative inventory and gaps) Attractions (Defense, Eco, Golf, Museums, Music, Recreational, and Sports Workstreams) Food & Beverage Gaming Lodging Retail Transportation Conventions and Tradeshows Segment, Value Proposition and Product Gap Assessment

5 Major Phases Organization-Complete Planning and Timeline - Complete Inventory of how to measure success using Key Performance Indicators (KPI’s)- Complete Determine KPI baseline of current tourism book of business – 20% Forecast book of business to 2020 (Envisioned Future) – 5%

6 The segments are driven not simply by age and wealth, but also by changing desires and needs as travelers move through lifestages. Age Income/Assets High Net Worth Mass Affluent Just the Basics Retirement YearsPrime Time ClimbYoung Families Kids leaving the nest Very high expense years – trips are a luxury, where cost to value is a premium driver. Adult and children’s activities important. Time to think more about luxuries – longer stays, higher tickets. Income and asset levels that bring them toward upper middle or affluent lifestyles and corresponding spending habits. More likely than the other segments (except High Net Worth) to have multiple travel venues for extended stays. Truly wealthy, with extraordinarily complex – second homes, high dollar toys and homes – very prone to travel where cost is not a driver. Of traditional retirement age – though some continue working. Lower income and asset levels (and in some cases the lifestyles of the young and single) result in less frequent or expensive travel.

7 Must understand life stage, condition, and purpose of visitor to develop the value proposition. Visitors Focused on Family, Group, Themselves Visitors Focused on Business, Passing Through Can we offer all things to all people? Do we need to focus? They chose the coast, here for an experience Target Segments, Desired Experiences and Value Proposition to Deliver Experience Segment A Experience 1 = VP A1 Segment A Experience 2 = VP A2 Segment B Experience 1 – VP B1 Target Segments, Desired Experiences and Value Proposition to Deliver Experience Segment A Experience 3 – VP A3 Segment B Experience 2 – VPB2 Have to be here

8 Major Phases Determine target tourism segments to teach the Envisioned Future – 5% Determine value propositions to capture those segments – Not Started Determine the gap between current reality and the necessary value propositions – Not Started Inventory the critical initiatives to close the gap – Not Started


10 Mission Statement The GoCoast 2020 Infrastructure Team will act quickly to assist in charting a 2020 vision for the Gulf Coast by making sound recommendations to the Governor and MDEQ regarding priority infrastructure needs in the Gulf Coast Region. The Team will strive to distill the thinking and passion of the entire Gulf Coast community into a living and lasting plan to preserve and advance the unique MS Gulf Coast. Our portion of the Mississippi Plan will give guidance to the Governor and MDEQ regarding the criteria by which infrastructure projects funded with State specific RESTORE Act monies should be vetted.

11 Long Term Priorities & Benefits Use these funds for Infrastructure Projects which promote Economic Development through: Job Creation and Retention Enhancement of Existing Industries Establish Future Revenue Streams for Sustaining Infrastructure Implemented under RESTORE Act funding.

12 Leveraging Resources Infrastructure projects overlap with other GoCoast Team objectives (Economic Development, Tourism, etc.) Balance the goal of leveraging available funds with goal of selecting projects which are “outside the box” of normal funding avenues


14 ECO RESTORATION GoTeam Mission Statement What is Team Specific Mission Statement or specific objectives? To Enhance Overall Eco-System Health, Functions and Services by promoting projects which enhance All Mississippi Coastal Ecosystem components

15 Long Term GoTeam Priorities What are the long term key priorities that the Team has developed for their specific area of focus? To develop projects that provide for long-term Conservation and Restoration of Habitat and Natural Resources Healthy Water Resources – Both Quality and Quantity Habitat Conservation, Restoration and Enhancement Sustainable Living Coastal and Marine Resources Resilient Coastal Communities

16 Benefits of Priorities What are the main benefits of these priorities and their overall impact for the Mississippi Gulf Coast? Restoring and preserving Mississippi’s natural resources will benefit the Coast by fostering sustainable economic development and attract additional investment in the area. This will lead to long term resilience for our coastal communities

17 GoTeam Needs Analysis How are these priorities being addressed now, if at all, and what are the main factors to ensure future success for the Gulf Coast? Gulf Coast Ecosystem Task Force  Sciences Assessment Subgroup MS-CIP MS-CIAP DWH NRDA Early Restoration

18 Developed Working Groups Priorities Laura Bowie LaDonn Swann Judy Steckler Funding Kay Kell Brandon Pike Marine Industry and Resources Brice Wiggins Hank Zuber Localities Les Filingame Aniece Liddell Hank Zuber Tommy Gollott RESTORE Act Bob Fairbank Don Blancher Kay Kell

19 Leveraging Resources EcoRestoration Priorities Need to be central to all team project goals Eco Restoration Workforce Development Eco-Tourism Eco- engineered infrastructure Enhance Fisheries Resources Eco Education & Research Small Business Economic Development Developing a Project Rating System to categorize/prioritize projects


21 Our Vision Plan what we can do today in order to make the seafood industry vibrant and sustainable long term along the Mississippi Gulf Coast Region; To continue to foster and grow the “way of life” the seafood industry has held on the MS Gulf Coast for centuries; To further the development of a marine habitat and industry that will be seen throughout the nation as healthy and vibrant; To foster learning and education of our seafood habitats and resources for our future generations of fisherman.

22 Our Priorities The following areas have been identified by the Seafood Go Team as having priority in our long range planning: Seafood Promotion Commercial and Recreational Fishing Habitat Development and Restoration Infrastructure Workforce Development Seafood Research

23 Our Needs What are the main needs we need to address for our long range plan? Promote MS Gulf Seafood as a healthy, quality product ; Have adequate “safe-harbor” available for MS fisherman, oysterman, shrimpers and crabbers; Further habitat development for fin fish, shrimp, oyster and crab to increase future marine populations; Continue marine re-stocking programs to increase commercial and recreational supplies; Educational programs for children – the future of our fisherman; Develop workforce training for seafood related jobs, from commercial fishing to processing to retail/restaurant sales; Fund research programs that develop sound science for use in making proper marine management decisions.

24 Our Today What is being done today? Seafood Marketing Programs Tidelands Trust funds  Funds generated from MS Secretary of State’s water bottom leases, funds used for developments, restaurants, marinas and harbors MS Coastal Preserves Program (MSCIP)  Funding for barrier island restoration, coastal restoration and flood control MS Legislature “Beneficial Use Statute”  Requires all suitable dredged material be used beneficially, generally by creating marsh wetland habitats suitable for birds, shrimp, crab, etc. Artificial reef creation  Mississippi Gulf Fishing Banks, Inc. – building inshore/offshore artificial fishing reefs Industry Associations  MS Gulf Coast Charter Boat Captain Association  Coastal Conservation Association Mississippi  American Shrimp Processors Association

25 Our Future To see an increased abundance of all marine resources from the development of habitat and restocking programs; Regional and National promotional programs for Gulf seafood; Funded research that keeps Gulf marine seafood populations from experiencing population declines; Seafood “endowment” program for use in leveraging private funds to further the industry both commercially and promotionally.


27 Small Business Mission Statement The GoCoast 2020 Small Business Team will act quickly to assist in charting a 2020 vision for the Gulf Coast by creating a long term framework that supports small business development and growth on the Mississippi Gulf Coast. The Small Business portion of the GO Coast 2020 Plan will give guidance to the Governor and MDEQ regarding the criteria by which small business projects funded by State specific RESTORE Act monies should be vetted and will be used as a foundation for the Mississippi Plan as envisioned by the RESTORE Act.

28 Long Term Objectives Establish a working knowledge of current and on-going small business planning efforts throughout the Gulf Coast Region and the country as a whole, including anticipated sources of funding Define resources that can be leveraged to complement the Team’s efforts while not repeating existing programs Define “Small Business” Categorize Small Business into two categories which may or may not have overlapping requirements:  Existing Small Businesses  Start-up New Businesses Host dialogue to define priority small business needs throughout the Gulf Coast Region Develop a priority listing for types of programs and example projects to be considered Develop ranking criteria for priorities generated Assemble the aforementioned points into a cohesive document complementary to other GoTeam reports

29 Incubator and Accelerator Programs Assess current incubator and accelerator capacity, effectiveness and identify gaps Tourism Emphasize advantages of the state’s gaming tax and regulatory environment. Providing a sustainable hospitality training course. Technology Transfer Center Identify opportunities to enhance current capacity. Leverage NOARC Priorities

30 Technology Assisting new and existing businesses with website development, marketing and social networking Financing Access to information on existing small business assistance programs Insurance A factor/obstacle that every small business owner faces Business/Management Succession Emphasize the need for pre-planning when a Business owner and/or Management team is no longer in place to continue to operate the business Priorities

31 Leveraging Resources Identify existing programs relevant to GoTeam priorities Work together with other GoTeam to consolidate similar ideas


33 Workforce Mission Statement The Workforce GoTeam will develop a plan that gives guidance regarding the types of programs, projects, and priorities that should be accomplished with State-specific RESTORE Act funding, in order to improve the recruitment, preparation/training, and retention of a workforce of Mississippians prepared for available careers along the Gulf Coast. Objectives: Establish a working knowledge of current and on-going workforce recruitment and training efforts throughout the Gulf South Region Host dialogue to define priority workforce development needs Develop a priority listing for implementable and sustainable programs to be considered Assemble the aforementioned points into a cohesive report that is complementary with other GoTeam efforts

34 Workforce Reality Nearly two-thirds of the jobs in today’s economy are middle-to-high skill positions that do not require a four-year degree. By 2020, 74% of the job market will require high skilled workers and only 26% of the jobs will be low-skilled. Employers choose outsourcing, importing skilled workers, or relocating due to lack of skilled workforce. A robust skilled labor pool is required to remain competitive on Gulf Coast.

35 GoTeam Needs Analysis How are these priorities being addressed now? What are the main drivers required to ensure future workplace success for the Gulf Coast? What needs or “gaps” should be addressed by GoCoast2020?

36 Long-Term GoTeam Priorities Programmatic: Develop/implement a basic and consistently applied curriculum for non-collegiate career paths (Dual Track) that integrates high school, community college and four-year college Teacher Prep/training assets and stakeholders aligned Coast employer needs in existing/potential future business areas. Infrastructure: Create Restoration Centers of Excellence to accomplish priorities, supported by state-of-the art buildings, equipment, infrastructure, and training resources. Collaboration/Partnerships: Collaborate through Partnerships – reinvention of the wheel not necessary!

37 Sustainable Workforce Strategies Deliver attainable Dual Track career pathways Advanced Manufacturing  Shipbuilding, aerospace/aviation, automotive Energy Production & Distribution Hospitality/Tourism/Gaming Information Technology Transportation & Logistics Health Care Environmental & Occupational Safety

38 Sustainable Workforce Strategies Basic life / workplace skills must be a priority Basic reading / math / critical thinking skills Workplace safety, attendance/timeliness, work ethics, drug/alcohol implications, team skills Active lifestyle as job issue not just health issue Funding mechanisms Low-income career seekers Out-of-State workers in MS firms Parity in funding for credit/workforce training

39 Sustainable Workforce Strategies Marketing campaign to focus on careers available “now” Replicate Best Practices High School Senior Day programs for career path students "Junior Achievement" style mentoring program craft leadership MGCCC & PRCC Partnership to integrate three-county efforts


41 Priorities for Economic Recovery Job creation Position the Coast for growth through long term structural improvements Support for existing job creators Target growth industries unique to each county Provide environment that fosters entrepreneurship

42 Requirements for Job Creation Infrastructure  “Hard” infrastructure like roads, rail, ports, airports, and technology Human Capital  “Soft” infrastructure like business support services, workforce development, education Marketable locations  Project-ready sites  Leadership, business environment, and legal climate Quality of Life / Place  Civic leadership  Attractions, cleanliness, community

43 Business and Industry Recruitment Chaired by George Freeland Priorities: Prepare the Coast to attract new development through long term investments in:  Site, Airport, and Port improvements  Transportation infrastructure  Technology infrastructure Target growth industries in each county and prepare and/or improve marketable sites tailored to each Other topics discussed: Bringing a low-cost carrier to GPT Addressing insurance costs

44 Business Retention & Expansion Chaired by Jack Norris Priorities: Maintain positive coastal business environment for existing industries (85% of existing businesses on Coast would recommend the area to another company looking to locate) Improve transportation infrastructure (plurality of businesses cite transportation issues as largest obstacle to growth) Educate and train a productive workforce Improve access to and adoption of broadband Enhance Quality of Life (critical to talent recruitment and retention)

45 Entrepreneurship Chaired by Clay Wagner Priorities: Improve access to and adoption of high speed broadband Provide a network of training and support services for Entrepreneurs Foster highly-impactful Incubators and Accelerators so Entrepreneurs from targeted industries are drawn to MS coast to get their start Ensure education system provides a pipeline of motivated and highly skilled workforce

46 Metrics In order to fund potential projects, they must: Have a Return on Investment from job creation and new investment Leverage other sources of funding or an existing competitive advantage Improve the competitiveness of the Coast’s major assets and industries Position the coast for growth in targeted areas Improve quality of life Be validated from a knowledgeable third party


48 Vision We understand the value of the Gulf’s resources and the industrial base it supports. We desire the development of professional capacity and capability to conduct sustainable research and education that will benefit this and future generations of Mississippians. We envision RESTORE Act funds to build a sustainable economic environment in Mississippi based on jobs demanding a well-trained, technology-capable workforce to improve our understanding of the Gulf, its natural resources, and its future.

49 Research Goals Foster research capacity, both multi-disciplinary and technological in nature, with emphases on building local expertise and infrastructure that will position Mississippi as a national leader in coastal and oceanographic research and development: Fisheries Aquaculture Ecosystem-based management Endangered, threatened, and protected species Comprehensive observation, monitoring, and mapping Habitat restoration Coastal and ocean ecosystem forecasting

50 Implementation Guidelines Create science and technology partnerships between research institutions, private sector, non-governmental organizations, State of Mississippi agencies, and U.S. government agencies to leverage capabilities and RESTORE funds: Collaborative Stakeholder-based Research Clusters Research Center of Excellence Marine Technology and Aerospace Corridor Engineering solutions for safe and sustainable resource utilization

51 Educational Goals Enhance educational opportunities including K-PhD and public outreach, with emphases on STEM (Science, Technology, Engineering, and Mathematics) needs within State curricula and IHL guidelines: Workforce development through technology-targeted programs to compete on regional to global scales Outreach programs that increase public awareness concerning ecological and economic importance of a healthy, sustainable Gulf Infrastructure and technology upgrades to meet the needs of a STEM-focused workforce

52 Implementation Guidelines: Formal Education Priorities K-12 education Community colleges Universities – post-graduate education Workforce development to compete on regional to global scales Infrastructure and technology upgrades to meet the needs of a STEM-focused workforce

53 Sustainable Programs Leverage existing programs, expertise and partnerships to prepare for RESTORE Build on programs that span across GoCoast themes to maximize effectiveness and return on RESTORE investment Develop and implement strategies to fund program beyond the RESTORE time-line

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