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 severalfailed businesses, changes in tourism markets, and a natural disaster thatdestroyed Revere Beach. The city hiredCrane Associates to create a Tourism Strategic Plan that would fit within alarger city-wide comprehensive planning effort, “Next Stop Revere”. After six-months of research and tourismmarket analysis, a 10-year Strategic Tourism Plan was drafted to create a 21stCentury version of their historic leading position in the regional tourismindustry. Work involved a detailed analysisof tourism markets in the region versus the city to determine the size ofuntapped potential that city is not capturing, and an economic impact analysisto determine the Return on Investment if the city were to invest intourism. The analysis estimated thatRevere’s local tourism economy is “leaking” $76million in visitor spending toother businesses outside the city annually and “for every 0.1% gain in marketshare, Revere would capture an additional $11.4 million in direct visitorspending, an additional 83 jobs, $4.5 million in household income, and justunder $3 million in state and local tax revenues.” The Report provides nine targetedrecommendations and twenty detailed action steps designed to capture this lostrevenue.
