As part of the Town of Drumheller’s Tourism Master plan, organization of a Destination Marketing Organization is underway. A Destination Marketing Organization (DMO) is an organization that functions to increase visitation by improving the marketing and the quality of visitor experience while minimizing the negative impacts on area residents and making sure the industry is sustainable.
This would be an organization represented by operators in the valley as well as agencies with the goal of promoting the industry as a whole.
“If we don’t promote Drumheller, nobody else will,” said Ray Telford, economic development officer for the Town of Drumheller.
A DMO’s function will include research to identify who is visiting the valley, who the target market is, and how to make the best of their stay.
From this they are able to promote and market what the destination offers to its target. The marketing is a main component a DMO.
Rather than individual attractions working independently, by working collectively the DMO can better utilize resources to get the word out.
Currently the Drumheller Buying Group works together to market the Valley experience in a similar fashion, and is collectively able to reach larger audiences, and enjoys support of Travel Alberta.
Part of the work of a DMO is also to raise awareness of the importance of the industry to the community itself.
Telford explains they are looking into hiring a manager for the DMO, and by having a staff member committed to working to market the destination it could free up resources as well as allow more projects to promote the valley to be undertaken.
The DMO is in its early stages and stakeholders have had initial meetings. The group is to report to Drumheller town council.
Moving forward plans are to be approved by Drumheller town council and the Drumheller and District Chamber of Commerce.
