Santa Monica Travel & Tourism
EXPERIENCE MANAGEMENT PLAN
OVERVIEW
The nonprofit Santa Monica Travel & Tourism (SMTT) embodies a spirit of partnership in the community and an understanding that livability is an integral part of a positive visitor experience. To proactively shape the future of visitation in Santa Monica, SMTT and their partner, the City of Santa Monica, contracted with Coraggio to build an Experience Management Plan to guide them as they inspire visitors from around the world, create ongoing economic stability, and consistently contribute to the unique quality of life residents expect.
APPROACH
Get Clear: Insights
Surveys, interviews, focus groups
With Coraggio collaborator Sparkloft Media, analyzed over 7.8 million online conversations over the prior three years
Include infrastructure + health + wellness to topics analyzed
Deliverable: Situation Assessment
Get Focused: Planning
Committee members represented City, local business, cultural and community organizations, and other stakeholders
Over nine sessions, outlined nine strategies and related catalytic actions
Deliverable: Experience Management Plan
Get Moving: Activation
Using a Collective Impact framework, identified partners and planned operationalization of the initiatives over the coming years
OUTCOMES
The Experience Management Plan is an enduring north star built from stewardship, sustainability, and DEIA principles.
By locking arms with many organizations around a shared aspirational vision for the city, SMTT can lead the way for a new era of partnership and shared ownership of Santa Monica’s future.
