By Heyden Enochson
Helping RSCVA Analyze Reno-Tahoe Visitors

Great strategy is built by gathering, analyzing, and making strategic decisions based on your performance data. But what if you could see how your organization’s sales and performance compare against your overall market?  In the case of RSCVA and the region’s participating hotel-casino properties, it means getting a holistic view of the competitive market, which can be objectively used to identify additional growth opportunities.

Over the past several months, we’ve been working with the Reno-Sparks Convention and Visitors Authority (RSCVA) and its property stakeholders to deliver a final Visitor Origination Analysis, which details and benchmarks the region’s room night visitor origination for 2015. The new analysis will be used to make influential decisions in an upcoming strategic planning retreat this month.

Partnerships make amazing things happen: In partnership with the RSCVA, many of the major hotel-casinos in the region provided OnStrategy with their hotel data to determine the origination of visitors to the Reno-Tahoe area. Additionally, the Reno-Tahoe Airport Authority provided all of their passenger information for 2015. The end goal is to create benchmarks to assess future effectiveness of RSCVA’s marketing expenditures and provide each property comparative data for each to identify potential growth and marketing opportunities.

Data – data – and more data: It took our team months to sift, organization, and analyze the thousands of data lines. But, the end result was an actionable, in-depth analysis that is 70% representative of Reno-Tahoe’s cash occupied room nights in 2015.

Changing the conversation: The overall report details the entire region’s visitor origination. To provide value to the property stakeholders who participated, we’re also providing each an analysis of their individual performance against the overall market. This was a monumental success in changing the dialogue with data-driven reports between the Authority and many of its key stakeholders.

A whole team effort: From research, analysis, strategy, and visual design, this was an all-in effort from our team, the properties, and the RSCVA. We are beyond excited to see how this work will bring together the region’s resources to drive strategic growth.