Resonance Consultancy creates development strategies, plans, policies and brands that shape the future of places around the world.
Our team has advised developers, destinations, communities, cities and governments in more than 65 countries. We provide leading public and private sector organizations with visioning, trend forecasting, strategic planning, community engagement, development strategy, tourism policy and place branding to help realize the full potential of developments, destinations and communities.
Hot off the press: Resonance Report
The Resonance Report 2013: U.S. Affluent Travel and Leisure
Who We Are
Tourism Experts. Place Branders.
The principals of Resonance have more than a half-century of development and tourism experience, and have completed more than 100 visioning, strategy, planning, policy and branding projects for destinations and communities around the world.
Together, we’ve created an integrated process that helps both public and private sector clients look ahead – ahead of the curve, around the corner or a decade from now. Our work creates value-building visions, strategies, plans, policies and brands that foster community, preserve cultural heritage, protect the environment and generate economic benefits for all those involved.
Futurist, father, strategist and storyteller, Chris holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behavior.
Dianna is an experienced writer and communicator who brings a keen curiosity and singular prose style to work in every medium. From creating new publications to co-authoring the official story of the 2010 Winter Olympics, from Intrawest’s French Alps to the Four Seasons Costa Rica and from Haiti to her adopted city of Vancouver, Dianna helps clients find their voice, aids developers in articulating sense of place, and writes the words that bring the future of destinations to vivid life.
Executive Vice President
Rick is a 25-year travel industry veteran responsible for tourism strategy, policy and master planning projects at Resonance. As Executive VP for the World Travel & Tourism Council (WTTC) for 16 years, he directed policy agendas, research programs, communications and membership services, and worked in more than 65 countries and 350 cities around the world. Rick then founded Tourism Policy Group, a consultancy that provides policy, strategy, public affairs and advocacy services to premier international destinations and enterprises.
VP Marketing & Communications
Elyse Mailhot is a world-traveler, bon vivant and global travel industry expert who has promoted visitation to Canada for the Canadian Tourism Commission, Tourism Vancouver and many others. Her communication skills and relationships with global media are bringing the world to Resonance and taking us to far-flung new assignments.
Tom has lent his graphic expertise and creative strategies to some of the world’s most recognized brands. In 25 years of award-winning graphic design and advertising work, he has brought a resonant look and feel to brand stories and narratives for clients in wine, sports and real estate, creating unforgettable logos, graphics, packaging, ﬁlm, web and other storytelling media.
Tyler Smith comes from Nelson, BC. a supremely chill town that lit a fire under his five year plan, which includes placing first in the Hahnenkamm downhill race after-party in Kitzbühel, installing alarm clocks with no snooze buttons in the bedrooms of all creatives, and never missing a single detail, budget or deadline in any time zone, ever.
Peter is an image wrangler and problem-solver for the digital age, fluent in a dozen programming languages and a vast range of software and capable of making pixels do his every bidding. He brings technical skill and creativity together to the creation of impactful video and motion graphics, animated Flash ads, websites, e-newsletters, product photography and much else.
Lia is a graphic designer with a gift for type and flower arranging – indispensable skills, in our view – along with an ability to juggle (assignments, not objects). She can talk hockey, wrist up ads, mock up inserts, design a sassy magazine spread or multi-media screen, and obsess about Planet Earth (the show, the globe) without breaking a sweat. Our kind of designer.
What We Do
Assess, Strategize, Plan, Brand
Resonance Consultancy has helped envision the future of places from cities to tropical islands, creating and communicating tourism development strategies and stories that help governments, visitors and residents alike imagine a place anew. From Bucharest to Brasilia, Hawai‘i to Haiti, we have helped our clients develop their tourism industry, understand consumer trends, engage their community, plan for the future, uncover their unique story and brand their destination or community.
We monitor consumer and travel trends, produce destination development strategies and plans, craft destination and community brands, write strategic business plans, and facilitate workshops to envision the future of destinations and communities around the world.
Resonance offers tourism consulting, destination strategies and planning services that create new places and put old places on the map, analyze your visitor experience, map out your destination’s future, attract new visitors and bring them back.
Our services include:
- Destination Assessment
- Destination Development Strategy
- Destination Development Plans
- Destination Marketing Strategy
- Place Branding
- Advocacy and Government Affairs
- Keynotes and Workshops
Uncover New Opportunities
A Tourism Destination Assessment puts your destination inventory and tourism assets under a strategic microscope. It focuses primary and secondary research and competitive destination benchmarking to create a situational and SWOT analysis that reveals where a tourism destination is competitive, where it’s deficient and what are the opportunities for optimal sustainable tourism development.
The Tourism Destination Assessment documents the current state and status of your tourism industry with critical performance measures relative to your competitive set. It documents, discusses and summarizes the specific issues and opportunities that impact the travel & tourism business in your area now or may impact it in the near future, so that you have the information you need in your destination development planning process.
Primary research can consist of one-on-one interviews with key tourism industry stakeholders – engagement that helps to build ownership of results and recommendations. It can also include a survey of your industry, past visitors and community to assess existing tourism infrastructure, product and services and comparison of these results to alternative and competing destinations.
- Evaluation of existing tourism infrastructure, attractions and events
- Evaluation and attractiveness of tourism product development opportunities
- Evaluation and attractiveness of event opportunities (cultural events, signature events, sports events)
- Evaluation and attractiveness of transportation opportunities (air, auto, coach, train)
- Evaluation and attractiveness of tourism categories (cultural tourism, creative tourism, culinary tourism, adventure tourism, health and wellness tourism, LGBT tourism, parks and nature, shopping)
- Evaluation of service quality issues
Roadmap to Growth
Strategic Business Plans clearly express the vision, mission, objectives and˛strategies to give destination marketing and management organizations a road map they can use to develop operations, personnel and finances that will lead to long-term industry growth.
Strategic Business Plans set forth stakeholder supported business models, operations and processes, sales and marketing, advertising and PR efforts, financial systems, research efforts, human resources and performance measures.
For many destinations, the tourism industry touches all sectors of the economy, environment, cultural and social identity. Including elements of the larger constituency in the creation of a business plan is often a critical component of the end product. By engaging stakeholders in interviews and discussions, the journey becomes an important component of the end product.
A Strategic Business Plan will:
- Create consensus among your stakeholders of the objectives, strategies, and actions your destination marketing and management organization should implement to realize your mission and vision;
- Assess and deﬁne the tourism marketing needs of your destination, its businesses, services, facilities and transportation;
- Set growth and market share targets for your tourism industry;
- Identify tourism development actions and activities that will enhance your tourism industry and social well being;
- Provide guidance to inform and direct operational planning and development in a manner that supports tourism growth goals and objectives;
- Be used as a management tool to prioritize the use of resources to achieve general and speciﬁc goals established through the process; and
- Be used as an information resource in conducting individual department, business or organization planning processes, operations and performance measurement.
Destination Development Strategy & Planning
Envision the Future
For a tourism destination, a city, region or country, Destination Development Plans are comprehensive strategic documents that analyze the current context for the industry and articulate a clear vision for the future. Thinking about a preferred future begins where market research ends, and our experience in visioning and creating future scenarios clearly sets our process apart.
Destination Development Plans help identify, create and articulate the unique products, amenities, programming and experiences – along with corresponding policies and protocols – that will guide the long-term planning and design of a destination as a leading tourism producer.
Our Destination Development Plans define a destination as more than the sum of its parts. We examine the hardware, such as infrastructure and attractions, as well as the software of relationships, protocol and programming necessary to create a unique and compelling sense of place.
Destination Development Plans are the product of engagement and collaboration with citizens, businesses and government stakeholders, and they’re designed to be shared. Experience has shown us that when people share a vision of the future, it gives them shared belief, shared purpose and shared passion.
A Destination Development Plan will:
- Create consensus among your stakeholders of the trends impacting your industry and the threats and opportunities they represent;
- Assess and define the product development needs of a destination, its tourist attractions, services, facilities and transportation;
- Prioritize issues and opportunities according to agreed-upon criteria;
- Identify growth and expansion opportunities for a destination’s tourism industry according to market realities and forecast potential ROI;
- Identify tourism industry actions and activities that can benefit the local economy and social well being;
- Provide policies to inform and direct planning and development in a manner that supports sustainable tourism development goals and objectives;
- Be used as a management tool to prioritize the use of resources to achieve general and specific goals established through the process;
- Be used as an information resource in conducting individual agency, business or organization planning processes and operations; and
- Help create consensus and support among local stakeholders, from citizens to businesses and governments.
Leverage the Power of Place
Place Branding uncovers, defines and articulates your destination’s unique sense of place in a manner that resonates with audiences both at home and abroad. Our work helps destinations understand what they stand for, what makes them different, what stories they can tell and their aspirations for the future.
Our approach to place branding defines destinations as more than the sum of their parts. While we audit and evaluate the tangible and logical hardware of a destination – infrastructure, geography, accommodation, attractions and transportation – we also engage the community to identify the unique, emotional software of their destination – the history, stories, culture, communities and experiences that work together to form a unique and compelling sense of place.
From this rich mix of energy, ideas, input and stories, we craft a destination brand story, brand proposition and brand identity to position your destination so clearly that both locals and visitors will love your story and tell it with pride.
Destination Brand Strategies & Storylines include:
- Destination Overview Geographic boundaries and physical characteristics of the destination.
- Destination Audit and Audiences Analysis of the heritage, cultural assets and existing experiences that can be leveraged to create a unique and compelling sense of place. Identification and profiles of key current markets and potential future ones
- Destination Positioning A summary of the destination’s differentiating characteristics relative to its competitive set and the relationship and alignment with sub-areas within destination.
- Destination Vision The overarching theme, aspirations, values and personality of the destination that clearly communicate its unique offerings and the key components that will attract target audiences in key source markets in a meaningful and authentic way.
- Destination Proposition A compelling umbrella message and positioning statement that encapsulates the destination’s identity and what makes it unique.
- Destination Dimensions Key resonant characteristics and features that should shape the brand and be further developed in order to engage tourists and generate a loyal following.
- Destination Brand Use and Guidelines can be created to ensure all organizations promoting the brand are using the same language, utilizing logos, creating materials and communicating with constituents in a consistent manner.
Advocacy and Government Affairs
Influence and Impact
Resonance helps developers, tourism businesses and destinations grow their travel & tourism business and industry. Our work helps impact policy-making and legislative and regulatory processes, aids with the adoption or amendment of laws, works toward regulatory relief or protection, obtains government appropriations for project funding, and raises or improves a client’s profile with policy makers.
By tapping into its marketing, communications and lobbying resources, Resonance delivers customized client services that extend well beyond the traditional government affairs toolbox, encompassing a variety of strategic approaches, from advertising and marketing to strategic media counsel.
By their nature, these services are unique to each customer and to specific circumstances, but they are generally classified as:
- Strategic Advice
- Development Planning
- Marketing and Business Development
- Funding Development
- Regulatory Approvals
- Industry and/or Client Advocacy
- Government Relations
- Coalition Development / Management
Intrigued? Want to find out how we can be of service to your destination or company?
We’d love to tell you more. Get in touch with us using the information below.