Catch Des Moines survey: Events, festival, concerts, Fair are key draws

/wp-content/uploads/2022/11/BR_web_311x311.jpeg

Catch Des Moines has contracted with consultants Jones Lang LaSalle to craft a Destination Master Plan by late this year. 

JLL’s tourism and destinations division surveyed businesses, developers, planners, city officials and other stakeholders following a round of focus groups. Nearly 400 responded. Among the findings: 

– Survey respondents believe that special events and festivals, concerts, and the Iowa State Fair are the top three draws for Greater Des Moines visitors. 

– Leisure travelers are attracted to the area in part due to affordability, residents’ friendliness and safety.

– Better air service would increase the area’s competitiveness in seeking conventions, meetings and sports tourism.

A key tourism leader in Greater Des Moines said the master plan is an effort to guide a diverse industry across the metro.

“Tourism is comprised of multiple independent industries. Catch Des Moines represents 15 different municipalities, so we want to make sure everyone’s voice is heard so we can craft a singular vision to move our region forward,” said Greg Edwards, president and CEO of Catch Des Moines, also known as the Greater Des Moines Convention and Visitors Bureau. “The Des Moines metro is the fastest growing city in the Midwest; this plan is necessary in order for us to evolve our business model and refine our strategies to best represent the region and bring in more visitors.”   

JLL started the project in January, and Edwards referred to it during a Business Record Newsroom 515 event discussion on the future of tourism. The plan should be done by August. 

“Our goal is to serve as a mentor to Catch Des Moines as it builds the region’s future as a place where more people want to visit,” said Dan Fenton, project executive and director of global tourism and destination development services at JLL. “They had 13.7 million visitors in 2016 and have garnered a number of kudos as a first-class event host, so the groundwork is in place. It’s our job to help understand the community’s goals and vision and reflect those stakeholders’ perspectives so that we can create a unified, successful plan moving forward.” 

For more information, go here.