The City of Revere, Massachusetts was a major tourism destinationfor most of the 20th century. After the 1970s the city lost its leading position in tourism following several failed businesses, changes in tourism markets, and a natural disaster that destroyed Revere Beach. The city hired Crane Associates to create a Tourism Strategic Plan that would fit within a larger city-wide comprehensive planning effort, “Next Stop Revere”. After six-months of research on tourism markets and in-house capacity analysis, a 10-year Strategic Tourism Plan was drafted to create a 21stCentury version of their historic leading position in the regional tourism industry. Work involved a detailed analysis of tourism markets in the region versus the city to determine the size of untapped potential that city is not capturing, and an economic impact analysis to determine the Return on Investment if the city were to invest in tourism. The analysis estimated that Revere’s local tourism economy is “leaking” $76million in visitor spending to other businesses outside the city annually and “for every 0.1% gain in marketshare, Revere would capture an additional $11.4 million in direct visitor spending, an additional 83 jobs, $4.5 million in household income, and just under $3 million in state and local tax revenues.” The Report provides nine targeted recommendations and twenty detailed action steps designed to capture this lost revenue.
Michael Crane and Cranes Associates were chosen by the City of Revere, Massachusetts, to lead our Tourism Master Plan. Michael truly immersed himself in our community, helping us develop a practical plan that not only generates positive economic impacts but also maintains the integrity and quality of life for our residents. The final report was outstanding in its readability and included clear implementation steps for the city to achieve the outlined goals. We felt fortunate to attract his international expertise in the socioeconomics of cities and he has generously offered to assist us with the implementation of actions beyond the end of his contract. The resulting report has stimulated creative thinking toward achieving greater organizational self-sufficiency.
