Mind Genomics Advisors has released their report with findings from a unique study identifying how to attract tourists to Saratoga County this summer and how local businesses can adjust to the current pandemic restrictions keeping tourists from the area’s past major tourism attractions.
More information is available at https://mindgenomics.com
Saratoga County is home to many local businesses that rely on the influx of tourists during the summer months, including the Saratoga Race Course and the Saratoga Performing Arts Center (SPAC), which are facing unforeseen closures as a result of the current pandemic. Without spectators at the racetrack and music lovers at SPAC’s classical season or Live Nation concerts, business owners are concerned about what it means for the local economy.
According to Mind Genomics Advisors, a Saratoga-based company that uses machine learning to identify consumer preferences for clients such as IBM, MasterCard and Amazon, Saratoga County can adjust to this new set of circumstances, as it has much more to offer than what have been the major tourism interests in the past.
The study, completed in partnership with Discover Saratoga, the Saratoga County Prosperity Partnership, the Downtown Business Association, the Saratoga Economic Development Corporation and the Saratoga Springs City Center, as well as local organizations like SPAC, Universal Preservation Hall, Saratoga Arms and the Saratoga Casino Hotel, the Chamber and Mind Genomics aimed to determine what makes Saratoga County attractive to tourists.
The study found that of the more than 3,000 survey participants, 71% were “very likely” to visit Saratoga County in the next six months, while 86% were likely to visit when all the pandemic restrictions were lifted.
Mind Genomics was able to identify three key mindsets in what positively motivated survey participants to visit the area. The first group, made up of 50% of respondents, responded especially positively to messages about dining, the outdoors and horse racing. The second group, made up of 25% of respondents, was motivated by outdoor recreation, health and wellness, as well as arts, culture and history. The third group, made up of 25% of respondents, was motivated by the “quintessential” Saratoga experience—arts, culture, history, dining, shopping and racing.
The three factors deterring the remaining respondents from planning a trip were lack of trust in venues enforcing proper safety guidelines, a desire to avoid crowds and the lack of a coronavirus vaccine.
Taking this data, the chamber, along with the Saratoga County Reopening Advisory Group, was able to put together a digital ad campaign, “Feel The Freedom,” as well as a TV ad campaign. The campaigns showcase the county’s potential for outdoor adventure—the lakes, the mountains, the parks, outdoor dining. With other amenities currently unavailable, the survey helped the county identify what would be desirable for potential visitors to see.
Mind Genomics Advisors looks at behavioral economics, identifying the underlying motivations behind consumers’ behavior. In this case, the company is able to examine what is drawing tourists to an area or keeping potential tourists away.
This service can prove very helpful to others in the hospitality industry—including Chambers, Resorts, Business Improvement Associations, Economic Development Teams, Local Councils, and many more associated groups—that are also looking at how to improve tourism during these challenging times.
The mind genomics report and more information about the services available can be found at the URL above.
Release ID: 88970844