Chautauqua County, New York
The World's Learning Center
The Situation
Chautauqua County, New York, is located in a largely rural area in the southwest corner of New York State. Bordered by Lake Erie to the northwest, the region is home to Jamestown, the childhood home of Lucille Ball and birthplace of world-renowned naturalist Roger Tory Peterson, artist and author of the definitive guides to birds in North America.
The primary draw to the county is the Chautauqua Institution, which opened in 1874 to offer intellectual and spiritual renewal. This unique institution was founded on the belief that everyone "has a right to know all that he can be - to know all that he can know." Its nine-week summer season features a different theme each week with nationally renowned speakers, artists, musicians, and experts, offering programs in the arts, education, religion and recreation in a naturally beautiful and historic lakeside setting. The county is also home to the Roger Tory Peterson Institute, housing Peterson's original paintings, an extensive naturalist library, meeting space and gift shop, as well as an interpretive walking path.
Chautauqua County was interested in developing a special identity for this colorful region that will cement them as a unique visitor destination and attract a growing visitor market. Chautauqua County retained Destination Development International (DDI) to assist them in this process.
The Solution
During a series of on-site visits, outreach to the communities, feedback, and research, Destination Development found that Chautauqua County could emerge as The World's Learning Center, the premier destination for leisure learning opportunities in the Eastern U.S. and, eventually, the world. The tradition of the Chautauqua education movement will be expanded into the 21st century, creating learning opportunities for visitors and residents throughout the year. The crown jewel of the World's Learning Center is the Chautauqua Institution, the pioneer of the movement where each individual feasts on a cornucopia of fascinating programs. This Victorian village will be home to a nine-week summer season of lectures, arts and music and other educational events throughout the year.
Carrying the theme throughout the County, each community will develop its own niche within the World's Learning Center brand, allowing them to stand out with their own unique educational focus, while still being part of the larger identity.
To become The World's Learning Center, Chautauqua County must be able to deliver on the promise - to provide visitors the experience they expect when they visit the area. Additional learning experiences will be developed to expand the programs from a nine-week season to a year-round offering of lectures, arts and classes. Other diversionary activities will be developed, such as more retail shopping and dining options in the county's charming towns, as well as additional activities that will entice visitors to stay longer. Each community will also evaluate their amenities, ensuring that visitors have a convenient and comfortable stay.
DDI's marketing recommendations include targeted sales activities to reach specialized groups. Initiatives, such as a first-class visitor oriented website, an expanded public relations strategy, new, branded collateral materials and strategic advertising will help to tell the world about Chautauqua's brand identity and the experiences that await those desiring renewal, rejuvenation, and a reawakening of their minds and bodies.
Chautauqua County's goal of becoming the World's Learning Center is already underway. With the Chautauqua Institution in place and expanded learning opportunities being created, the communities of Chautauqua County are ready to embrace their unique identity and become a place that will be renowned throughout the country, and eventually, the world.
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