KEYS Community Impact Program (KCIP)
Tourism Capacity
For Communities That Depend on Tourism
And the Organizations Helping Them Thrive
Clarity Creates Capacity
KCIP’s Tourism Capacity
helps communities take a fresh look at the visitor experience.
We look at the experience both
in person and digitally,
finding opportunities to better connect visitors
with what’s already there.
The opportunity for more may already be there.
Sometimes you just need a fresh perspective to see it.
What Working With Us Looks Like
This tourism season
builds the foundation
for the success
of the next.
The Assessment Experience
Discovery Call — We’ll begin with a conversation about your community, your goals, and and together we decide whether the assessment is the right fit for both of us.
Assessment Planning Meeting — Once your assessment is scheduled, we’ll establish priorities, context, and logistics before our arrival.
Two-Day Onsite Field Assessment — Firsthand evaluation of the visitor’s in-person experience.
Digital Visitor Experience Research —We use digital research tools to understand what visitors are searching for and how easily they can discover what your community offers, adding another layer of insight to what we experience onsite.
Tourism Capacity Findings Report — A clear written account of what we observed and discovered. Includes, among other things:
Prioritized Opportunities — Areas where we see the strongest potential to build greater tourism capacity.
Strategic Recommendations — Both short term and long term practical next steps based on our findings.
Leadership Presentation — A conversation with your leadership team about what we found, what it could mean, and where you might go next.
Community Presentation — A conversation with community businesses, organizations, and stakeholders to share what we discovered and help them see where they fit into the opportunities ahead.
The KCIP Tourism Capacity Field Assessment team spends two days onsite experiencing your community from a visitor’s perspective and combines those observations with digital research to identify existing strengths, missed connections, and practical opportunities.
The Investment
Tourism Capacity Field Assessment
$6,500
Travel and lodging are additional and estimated based on the location and anticipated timing of the assessment.
Two Ways We Look at Your Community
The Visitor’s
In Person Experience
Because visitors aren’t locals
Locals know.
Visitors explore.
What seems obvious to a local may be completely missed by a visitor.
Visitors follow what catches their attention.
They experience your community without the familiarity of knowing what’s around the corner, down the street, or worth stopping for.
And sometimes they walk right past something they would have loved
simply because they didn’t know it was there.
How Tourism Capacity Helps:
We Map:
Visitor Circulation & Paths
Our Field Assessors experience your community through fresh eyes, paying attention to how visitors naturally move from one experience to another.
We look for:
What is easy to recognize and experience
Where visitors naturally go next
Where the visitor journey seems to stop
Businesses, attractions, stories, and experiences that aren’t as obvious as they could be
Opportunities to create stronger connections between what already exists
The Visitor’s
Digital Experience
Because Their Phone Comes With Them
The visitor journey doesn’t only happen on your streets.
It happens on their computers & phones.
Before arriving - while planning.
Then they arrive and search again.
Where should we eat? What’s open? What’s nearby? What is there to do this afternoon? What’s the story behind that building we just passed?
Those searches tell us something.
How Tourism Capacity Helps:
We Identify:
Search Demand
What people are searching before their visit.
What they are looking for during their visit.
What catches their interest in:
experiences
services
attractions
the community’s history and stories.
&
Digital Opportunity Gaps
Is there a gap between what visitors want and what they can easily discover?
This creates a bonus result where those experiences meet we call:
Economic Leakage
How Tourism Capacity Helps:
We look for those missed connections and identify opportunities to make more of your existing tourism ecosystem visible, connected, and easier for visitors to use.
Here’s where it gets interesting.
Sometimes a visitor wants something the community simply doesn’t offer.
But sometimes they’re looking for something you already have.
They just couldn’t easily find it digitally,
They didn’t recognize it when they saw it,
Or they couldn’t see how to get from the experience they were having to the experience waiting around the corner.
So the money they were prepared, and often wanted, to spend stays in their wallet or goes somewhere else.
That’s economic leakage.
After the Field Assessment?
The Tourism Capacity Field Assessment helps uncover opportunities across the community.
When it’s time to act on what we find, KEYS Strategy can also support the businesses, organizations, and leaders who help bring those opportunities to life.
Clarity creates capacity. Capacity creates lasting impact.