Hi all,
We are currently reviewing our membership structure, and are working on a strategy and proposal to shape its next evolution - and we need your help!
Currently we have ~350 members (local business owners, etc) who form our membership network which is based on a business-category based tiered structure. All members are eligible to receive the same benefits, with the price of the tiers determined by what type of business they have. Ie. Restaurants/Retail/Attractions pay $x ; Transportation/Media/Business Services pay $xx, and so on. This structure has been inherited, and not reviewed for many years. That said, the time is right to do this now, and as part of this work we have identified clear challenges with this type of structure, and are working to explore other types of membership programs, specifically the ones listed below.
To help gain a better understanding about industry best practices and trends, we are looking for case studies/industry information/feedback from DMOs who operate either:
- Benefits-based tiered structure (members pay different dues amounts based on the benefits they want to receive)
- Programs who do not charge membership dues (members are part of a network - featured on websites or in guides, but do not pay annual dues). Often this is for DMOs with mandatory tourism taxes/TIDs, etc. Often these DMOs focus more on a "Marketing Playbook/Pay to play" or similar to generate income and determine engagement.
- Other options out there, not yet known or considered.
to determine:
- what structure (s) are most common with DMOs, and why
- what works well /what are the successes with each option
- what are the challenges with each option
- what are the determining factors when building/ enhancing/ evolving a membership structure (ie. is it DMO or destination size, financial legislation, etc)
If possible, for compression purposes, we would also love any insight or details about what benefits your DMO offers through flat sheets, links, documents, bullet points, etc.
I have attached a flat sheet with basic information regarding our current program for reference. Responses received by April 30, 2025 would be greatly appreciated. They can be part of this thread, or can be sent directly to me at dbyl@discoversaskatoon.com. Should you have any questions, please let me know!
Thanks so much in advance!!
Danielle
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Danielle Byl
Membership & Visitor Experience Manager
Discover Saskatoon
Saskatoon SK
+1 3069317585
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