Organizations measure success in many ways:

• Key Performance Indicators (Did we reach our key targets?)
• Revenue Generation (Did we make more or less money than last year?)
• Customer Feedback (Did we deliver on our promises?)
• Attendance Numbers (Did we sell more tickets?)

How does a destination management organization like Hamilton County Tourism measure success if it does not sell tickets, “own” a product to directly influence, or have a cash register to tally sales?

Hamilton County Tourism’s leadership team spent time recently discussing how many different ways we measure performance – and whether we were measuring the right things. This is a subject always up for review as this is a team that loves to measure things.

Marketing measures digital analytics of many kinds like many organizations, including something called “view to visit,” where software connects viewers of the Visit Hamilton County web site with actual in-person visits in county to see how long it takes for someone to plan a trip (somewhere between 40-45 days). 

Marketing also follows up on major promotional campaigns in target markets with an “advertising effectiveness” study with statistically valid market samples to determine who saw the campaign and who actually visited, how much they spent and whether the actual visit lived up to the promises made in the advertising. 

Sales and Sports measure the number of “leads” generated for possible groups to meet in Hamilton County, as well as bidding on events, and then something called “definites” which means they chose to have a meeting here. Hint: It takes a lot of leads to get definites, which is why the team is always seeking new business.

Visitor Experience then follows up after those groups come here to see if they were pleased with their experience, their service, and the service HCT provided through its welcome program.

Operations measures whether they are current in best practices for accounting and information technology and in the accuracy of its record-keeping … which is then measured in an annual audit review (another clean audit for 2022!)

Administration measures employee retention and satisfaction and monitors engagement by the HCT Board of Directors and the Hamilton County Visitor and Convention Commission.

Destination Development, our community engagement arm, is less able to measure tangibles and instead measures connections and collaborations which really speak to the heart of what makes Hamilton County Tourism tick. 

In the end, HCT’s key performance indicators mirror its core values:

• We always strive for EXCELLENCE.
• We invest in each other and our COMMUNITY.
• We engage and communicate to cultivate effective COLLABORATION.
• We are committed to a culture of FLEXIBILITY.
• Our strategy for success is informed by data and INTELLNGENCE. 

These insights provide us with ways to improve our services, generate tourism economic activity and help serve our hospitality industry partners.