In today’s era, no business relocates without the business owners first visiting to determine what it would be like to “live” where they are considering moving to or starting a business. The managers of large businesses looking to relocate operations also visit, because they need to be sure that key staff will be willing to relocate. They all look at how attractive the community is, the available amenities, and quality of life, well before looking at the local tax structure or any other business-related factors.
In a recent project in Coastal North Carolina, research revealed that the same counties that new residents and businesses came from were the same counties where Visit North Carolina placed advertising. In contrast, there was very limited in-migration from places where no advertising was placed. This is strong evidence that attracting people to visit the community is foundational to economic development and improving how the community feels and appears to those unfamiliar with it is a key to success.
Within that intent, it is also very important that advertising and promotion must illustrate the community as a quality place to live as well as a place to visit. Otherwise, potential new business owners and residents will seek out other locations where they perceive the experiences and conditions are better aligned with their needs.
It is also important to keep in mind that visitors have changed – dramatically – over the last decade. Dispel the myth in your community that visitors are really “tourists” who only do “touristy” things, bring their own food and camp. Today’s visitors are seeking experiences – experiences that engage their mind as well as their body to enjoy real relaxation. They are not particularly focused on value or lowest cost, since the income floor of the majority of today’s visitors is $75K, a level at which there is discretionary income to travel. Many do not set a budget per trip, and most will not pass up an activity they want to engage in due to budget.
Any community they will consider moving to has to look and feel as good as their home community or a move will not be on their radar.