The Destination Optimisation Tool (DOT) has been created to assist places identify current issues and opportunities, to develop strategic focus and make best use of limited resources. With a clear focus on capturing and assessing data around economic, social and environmental aspects, the consultation tool is ideally suited to destinations wishing to improve their overall place. Drawing on national and international research into high performing destinations, the tool utilises a mix of digital technology and face-to-face sessions to reach out and engage businesses, the wider community and visitors.

The tool can be used to identify opportunities for investment, gauge support for key projects and can be used to measure progress throughout a specific timeframe.

Using 25 key place indicators the experience of the destination is then thoroughly analysed and linked back to Community Spirit & Identity; Streetscape & Facilities; Active Business Hub; Connected Places & Nurtured Spaces. A typical deployment of DOT will utilise a variety of engagement techniques to capture a picture of the destination. An in-depth analysis allows cross-referencing of responses for different demographics, businesses or visitors and the tool can quickly indicate areas of strength or weakness and flag up differences for target segments. A final report is complemented by the DOT-Dashboard. This is an interactive digital dashboard that allows destinations to independently use the data collected for further analysis. We can prepare a filterable version for in-house planning and a public version which can be promoted more widely. Visit The Place Team website for more info about DOT or follow us on Facebook


  • The depth of info and analysis around the ‘whole town experience’ is far greater than could be achieved through using traditional consultation techniques
  • The data allows much wider, more meaningful discussions around developing destinations and helps organisations to make better decisions around investment
  • The tool is capable of engaging local residents, local businesses and visitors   
  • The digital DOT-Dashboard provides a whole new dimension to testing out ideas and monitoring impact on specific groups within a place
  • More data can be added to the digital DOT-Dashboard throughout the lifetime of a project
  • The whole process is completely independent from your team and organisation
  • The tool can be used to monitor changes on a regular basis to suit timetable and budget
  • The tool maximises digital integration and is compatible with social media platforms
  • Unlike in-house options, there is no need to design, print, distribute or collect any survey literature!

Please get in touch to discuss your requirements.