Gorge Tourism Studio Igniting Tourism Action Teams Workshop Notes April 6, 2016 Skyline Hospital White Salmon, WA

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1 FACILITATOR Alexa Carey, Travel Oregon Gorge Tourism Studio Igniting Tourism Action Teams Workshop Notes April 6, 2016 Skyline Hospital White Salmon, WA TRAVEL OREGON STAFF Kristin Dahl, VP of Destination Development Scott Bricker, Destination Development Manager Harry Dalgaard, Regional Program Manager Andrew Grossman, Destination Development Coordinator Elena Vizzini, Destination Development Coordinator David Beurle, Future iq Partners (contractor) ATTENDEES Addie Case, Cousins Country Inn Angelina Aiello, Port of Camas-Washougal Arlene Burns, City of Mosier Barbara Hansen, Meadowrock Alpacas Farm & Annex Buck Jones, Columbia River Inter-Tribal Fish Commission Casey Roeder, Columbia River Gorge Visitors Association Claire Sierra, Balch Hotel and Gallery Claire Griffin, The Griffin House LLC Colin Fogarty, Confluence Courtney Yilk, Confluence Dorothy Brown-Kwaiser, Oregon Parks and Recreation Department Eileen White, The Dalles Farmer's Market Gina Gonzalez, Oak Street Hotel Heather Land, Cousins Country Inn Heather Jordan, D Studio 21, Inc. Heidi Beierle, Hood-Gorge Region Holly Howell, Port of Cascade Locks Jaco Klinkenberg, Wet Planet Rafting & Kayaking Jeanette Kloos, Friends of the Historic Highway ATTENDEES cont. Jeannine Breshears, Oregon's Mt. Hood Territory Josiah Dean, The Balch Hotel Karen Schaaf, West Columbia Gorge Chamber of Commerece Kate Harbour, Friends of the Columbia Gorge Kathi Jaworski, Write to Know Consulting Kathleen Fitzpatrick, City of Mosier Kelly O'Malley-McKee, Community member Kevin Gorman, Friends of the Columbia Gorge Kristen Stallman, Oregon Dept. of Transportation Laura O. Foster, Towns to Trails Media Laurene Eldred, none Leana Johnson, City of White Salmon Lindsay Gott, Gourmetier Lisa Farquharson, The Dalles Area Chamber of Commerce Lloyd DeKay, Ice Age Floods Trail Maria Foley, Mt. Adams Chamber of Commerce Martin Hecht, Martin's Gorge Tours Mayah Frank, Port of Cascade Locks Mike Glover, Hood River County Chamber of Commerce Neal Bedlan, Lewis & Clark National Trail Philip Watness, Skamania County Pioneer Rene Carroll, City of Washougal Renee Tkach, Friends of the Columbia Gorge Richard Seekins, Resource Development Group Rick & Sylvia Thompson, Ice Age Floods Institute and GigaFlood.com Samara Phelps, Clackamas County Tourism Sandra Hikari, Oregon Department of Transportation Stan Hinatsu, US Forest Service - Columbia River Gorge National Scenic Area Page 1 of 13

2 LOCAL COLLABORATION TABLE GROUP DISCUSSION Reflect on past collaborative projects in your region. What key factors made those collaborative projects successful? New people and energy Time commitment on part of participants Strong coordination capacity with stable funding Strategic decision making Diverse group of stakeholders Uniting around a common goal No bias or agenda Realizing the need and impact Financial commitment and capital access Projects had a coolness factor NETWORKING MAPPING Brokers build linkages in the network connecting sections of the overall system together There s lots of people are connecting but there may not be the depth of information/knowledge sharing (this could be strengthened) Completion rate was lower than anticipated, perhaps lack of awareness/understanding STATEMENT OF INTENT The Gorge Tourism Steering Committee is committed to developing the region as a world-class sustainable tourism economy. It is recognized that this implicitly includes protecting and enhancing the scenic, natural, cultural, and recreation resources of the Columbia River Gorge and neighboring Cascades. Key to future sustainability is the need to continue to enhance the visitor experience and understand and manage the impact of tourism on the local economies and communities. The Gorge Tourism Steering Committee believes the immediate focus must include strategies aimed to: Spread seasonality of visitation Reduce congestion during peak seasons and in high-use areas Spread the benefits and increase the economic impact of tourism throughout the Gorge Integrate cultural heritage into the visitor experience authentically and respectfully Ensure the Gorge continues to offer high-quality experiences, whilst protecting and enhancing the scenic, natural, cultural, and recreation resources Connect resources to optimize destination marketing; and support the continued development of unique and compatible product offerings Capitalize upon the visionary projects already underway in the Gorge to ensure this place remains a world-class destination. Page 2 of 13

3 PROPOSED ACTION TEAM STRUCTURE ALLIANCE STRUCTURE CRGVA will act as the convener of the alliance This alliance will: o Have representatives on board including land managers and local businesses o Commit to meeting regularly (proposed: monthly) o Set strategic direction o Will coordinate with action teams o Will formalize geographic boundaries but allow for soft edges Five proposed action teams to work on strategic areas (see specific groups in graphic above) o There s a lot of programs already underway importance of having an action team is to make sure that the tourism angle is covered in those planning processes (ex. car free transit options) MATCHING GRANT Key date: Project concepts are due November 1st Page 3 of 13

4 ACTION TEAM BREAKOUTS 1. MARKETING ACTION TEAM Chair(s): Mike Glover Co-Chair: Josiah Dean Members: 1. Casey Roeder 2. Neal Beidan 3. Gina Gonzales 4. Jaco Klinkenberg 5. Holly Howell 6. Mike Glover - Convener 7. Rene 8. Josiah Dean 9. Karen Schaaf 10. Barbara Hansen 11. Heather Jordan 12. Kelly O Malley 13. Jeannine Breshears Project Concepts: Consult asset inventory: Build add Washougal and Troutlake data is required + Private and Public resources Being an appropriate conduit to other action teams Outreach strategy Education that Gorge Brand exists get this information into more marketing resources o Signage o Print Brand Standard Hospitality Training model gorge wide we speak model Adapt Mt. Hood/ Gorge and Travel Oregon Manifestos to ensure that they are ready for the MAT 1 stop landing webpage for the Gorge o Develop content strategy to get ideas to market Focus on core concepts: o Executing marketing plan for Gorge Tourism Vision o Goals: Addressing Seasonality Addressing congestion Promoting Sustainability Develop itineraries Addressing Seasonality Addressing congestion Promoting Sustainability Agritourism Outdoor Recreation FAM Tours Page 4 of 13

5 o o Spread FAM tours to entirety of region Fund FAM tours within region an Develop a well-defined target audience o Re-educating the MAP who that audience is Identify communities in need that need the attention Develop PR strategy that is PROACTIVE that allows for Washington visits Weaknesses: Communication Strategy: Decision Making Protocol: Addressing Attrition: Group Meetings: No real weakness - All perceived Basecamp Majority Rules democratic, voting ok How do we bring in more representation down the road? 1/month in person meeting, Clear Agenda, Clear Deliverables Next Team Meeting: May 3 rd 1pm at Hood River Chamber Offices Convener: Mike Glover Meeting Schedule: First Week of every month Tuesday 1pm 2. AGRICULTURE + CULINARY + TOURISM (ACT) Team Members 1. Sarah Sullivan - Convener 2. Lisa Farquharson 3. Heather Land 4. Addie Case 5. Lindsay Gott 6. Eileen White 7. Buck Jones Project Concepts (1)Create a regional community food hub and (2) new agritourism product to: 1. Diversify and differentiate tourism opportunities in the Gorge 2. Keep tourism dollars within the local community 3. Foster collaboration among local industry to increase their value and quality Team Member Assets 1. Eileen understands how to connect food supply to demand 2. Addie understands what role lodging plays in tourism and in agriculture 3. Lindsay understands the needs and interests of restaurants Page 5 of 13

6 4. Lisa has direct connections and communication channels to businesses 5. Sarah has a deep understanding of and relationships with local farms 6. Sarah understands the nuances and politics that can create conflict between tourism and agriculture Team Members Weaknesses/Gaps 1. No producers (farmers, product, orchards) are present in current group 2. A lack of awareness of policy, regulations, legal items 3. A regional tourism presence 4. Representation from the Western Gorge 5. Representation from Washington State Communication 1. for day to day communication 2. Task Management (Google Sheets or Basecamp) 3. Quarterly Meetings will occur in person 4. Conference Calls are scheduled as needed Next Meeting The ACT will meet on Tuesday, May 3rd at the Thirsty Woman in Mosier from 3:30 to 5:00 Additional Agritourism Project Notes: Overarching Project Categories There are two major themes that projects will fall under: 1. Development of a Gorge-wide Food Hub 2. Development of new Agritourism product offerings across the Gorge Agreed Upon Priority Projects 1) Development of a Gorge-wide Food Hub Getting more local food/products in the hands and mouths of tourists Actions: Introduce Chefs to farmers and farmers markets Align distributors with local farmers Encourage use and sale of value added products to extend seasonality (pickles, jams, etc) 2) Develop New Agritourism Product in the Gorge Develop a Farm Trail in the Gorge - A Taste of the Gorge* Actions: Page 6 of 13

7 Connect with Wild Rivers Coast Eat Fresh & Local to learn their experience Identify location and map out assets Confirm participation with farmers to host participants Confirm participation of other partners (restaurants, fishermen, cheesemakers, mushroom foragers) *The thinking is that this would be more of an event driven trail rather than one that is open to capture transient interest. Ideas for the event include: We could work with restaurants and other suppliers to set participants up with lunch baskets featuring local food/products We could all start and end from the same location but make it more like a scavenger hunt to unique points of interest Additional Notes from ACT Discussions 1. Development of a Gorge-wide Food Hub a. This should be achieved through a phased approach b. A major focus of this theme should be on communication and awareness c. A major focus should be placed on getting local food deeper into the local supply d. We should align local food producers with large food distributors (i.e. SYSCO) e. Introduce locals chefs to local procedures and invite them to farmers markets f. We should work to define accountability in the industry (could this be a manifesto?) g. We should map out local supply, local demand, and local distribution h. A long term vision is to establish a community center/year round market (Like the SAGE Center in Boardman) i. Elevate online food distribution/sharing opportunities 2. Develop New Agritourism Product a. Develop and promote agritourism itineraries b. A focus should be on awareness building and education c. Expand the Wiking wind trail opportunities d. Host Agritourism Events: i. Farm to Fork Dinners ii. Foraging events (education) iii. Top Chef events with local and seasonal food iv. Canning/Pickling workshops v. Taste of the Gorge - Farm Trail Event *We should remain conscious of work that other organizations are engaged in to ensure that we do not duplicate efforts Page 7 of 13

8 Existing Agritourism Momentum: Travel Oregon is currently leading an effort to develop an Agritourism Recognition Program that will establish a minimum level of quality or operation across businesses that promote agritourism. When complete this team should promote the program to businesses in the Gorge to participate in. Oregon Solutions is currently in the process of mapping out food assets (supply, demand, distribution) in the Gorge. When complete this group should use the information to cater directed outreach in support of advancing projects 3. GORGE OUTDOOR ACTION TEAM 1. Jeanette Kloos 2. Mayah Frank 3. Arlene Burns 4. Sandra Hikari 5. Dorothy Brown-Kwaiser 6. Samara Phelps 7. Kate Harbour 8. Rick Thompson 9. Leana Johnson 10. Martin Hecht 11. Stan Hinatsu 12. Angelina Aiello 13. Renee Tkach 14. Laura Foster 15. Kevin Gorman 16. Kathleen Fitzpatrick 17. Kristin Stallman Project Concepts: Trails to Ales: long term- connect land segments. Short term- start capitalizing now using multi-day connected experiences. o Itinerary development for tour operator o Close 1mi gap in Mosier o Create wine trail Work with tour operator to test multi-day itineraries Expand and link Gorge Hubs to Trails to Ales/expand Gorge Hubs model (this is currently being deployed on HCRHST) Integration of wayfinding and interpretative content ID key locations for gear rental sites (Gorge-wide) Assets: Community endorsement Land managers at the table/access to Institutional knowledge Ice Age Floods Institute, Ports, Scenic Highway, NSA, OPRD, USFS, NPS o Geographic and institutional diversity Oregon and Washington reps Funding resources: CBDGB, RCO which can be applied through White Salmon, ODOT, FLAP grants, local tourism grant funds Page 8 of 13

9 Fiscal agent- FOTG, FHCRH, AFIA, USFS, OR Rec and Trail Grant through OPRD Business involvement Federal Congressional delegation support for outdoor rec Weaknesses: Physical distance between members Low number of private businesses/entrepreneurs at table who could fill needed services An understanding of how individual businesses can work with tour operators Management entities have little bandwidth (USFS, Gorge Commission, OPRD) Don t have fully connected trail system Lots of competing interests Missing key players- WA State Parks, USFW Communication: Basecamp! Google or Go to Meeting Decision Protocol: Set decision criteria Strive for consensus, set a time limit for decisions. If you don t vote, you re not counted. Move forward based on responses before time limit Be mindful of time needed for public agencies to make a determination Decisions with budget implications need a group discussion Group Meetings: To start: 1-2 in-person meetings, by 3rd meeting create a ½ day action planning session supported by FOTG Then determine meeting schedule. Arlene has space in Mosier, Angelina has space in Washougal, Mayah has space in Cascade Locks NEXT ACTION TEAM MEETING: Date: May 4th, am 12pm Location: Cascade Locks Convener: Cascade Locks FOTG will create agenda Goal: Bringing the Gorge Towns to Trails and Historic Columbia River Highway State Trail to life. Project: 1. Create guided and self-guided tours for multi-day, off-season town to trail adventures. 2. Finish missing or incomplete links in Towns to Trails. 3. Encourage local use and support of trail system. Other project ideas: Page 9 of 13

10 Advocacy for completion of trails Gorge HUBs expansion and services offered Integration of wayfinding and interpretive content ID gear rental sites (spinlister) 4. CAR-FREE TRANSPORT ACTION TEAM Vision Read Transportation Section Goals Gorge Loop - Transit service from Portland Hood River / Dalles and back along WA Mt. Hood Loop connections to Mount Hood Private Tours specific routes to farms, trailheads, etc. Towns to Trails is implemented HCRH Water options People can bring all of their gear and bikes on transit One Fare system Usage fees at key recreation areas o One fare system o Parking meter at Multnomah Falls Project Priorities being worked on 1. Gorge Transit Pilot runs in 2016 a. Bikes on all transit systems 2. Clear transport information for all users / travelers 3. Coordinate transit between Gorge and Mt Hood a. Initial discussion with FLAP group. Priority for Grant 1. Build Mosier Gorge Hubs project 2. Better Block at Mosier and /or Car Free HCRH event (weekend / evenings) Priority but not for grants 1. Summer bike shuttle Cascade Locks to Hood River a. Martin Gorge Tours? Lower Priority 1. Better Block at Mult. Falls 2. Hiker-Biker site in Mosier Project Overarching Goal: Seamless, integrated, car free transportation options Share the vision and tell the story? 1. Team connects to processes, e.g. Gorge transit pilot Page 10 of 13

11 2. Catalyzing processes, e.g. coordination conversation around the Gorge / Hood region 3. Lee Weinstein / Communications Plan Transit pilot project - sharing current transit information Coordinated FLAP grant application meeting with possible coordinated grant - integrated transportation analysis and plans - FLAP grant - Mt Hood Multi Modal Plan Car free itineraries - Bus, Bike, Boat Making current information digestible - marketing HSRC FLAP grant application (Mitchell Point Tunnel) Knowledge transfer among committee members and stakeholders - Clearinghouse Understanding the modalities - E.g., boat travel 2. Members Kristin Stallman Philip Watness Sally Mackey Heidi Beierle Michelle Spatz USFS David Duncan Susan Law Scott Bricker Martin 4. Team Assets ODOT, agency Knowledge and connections Fundraising skills Oregon Solutions there is a current focus on it Individuals that want to start businesses Writing and publications Car-free travelers Hood-Gorge Regional Coordinator RDMO Scenic Bikeways Government Affairs Gorge Hubs project Accessibility 5. Weakness People power only 3 people signed up for the group while it s such a big priority Concerns about federal regulatory issues and management plan compliance Lack of transit service providers, both public and private Page 11 of 13

12 Unified understanding of transit service in the Gorge and connected transit in the region digestible information Businesses Lack of actual transit Infrastructure gaps bicycle routes, bridges Bi-state collaboration is challenging in transit 6. Communication dropbox news updates Kristen s newsletter share stories among DMO channels Communications plans o Gorge Owned: Sustainable lecture series? o Travel Oregon marketing strategy 7. Make Decisions Quorum, meetings don t have to be in person 8. NEXT STEPS Updates on these issues Information sharing KS will coordinate next meeting CULTURAL HERITAGE ACTION TEAM Action Team Members: Colin Fogarty Courtney Yilk Claire Griffin Laureene Eldred Elena Vizzini Buck Jones Rick Seekins Project Concepts Enriching the visitor experience with local stories up the profile, create awareness of cultural experiences and opportunities in the Gorge Assets: Good social media presence, printed materials, solid speakers, tribal perspective, access to 4 treaty tribe resources and natural resources CRITFC, economic development experience, educators, coordinators, grant writing experiences A. Laurene desire to deliver interpretive, experiential opportunities, access to WA sources of knowledge of place Page 12 of 13

13 B. Claire great location for events, small and large, passionate about educating visitors, tourism and arts advocate C. Colin connections along river, outreach education program, ability to convene organizations, connect people to place throughout and education D. Lloyd Gorge arts alliance map, website, arts, community connection E. Neal Bedlund Lewis & Clark trail, school program called Tribal Legacies for use in public ed. Weaknesses: Lack of funding, lack of specific tourism expertise, travel + trade connections, lack of coordinated communication, low capacity Potential additions: Maryhill, Columbia Gorge Arts, Discovery Center Communication: + Phone, Conference Calls, In-person Meetings Group Meetings Monthly check ins, project based need mandates frequency Next Action Team Meeting: May 20 th at 10:00 AM Fort Vancouver, Confluence Page 13 of 13