REGIONAL COOPERATIVE TOURISM PROGRAM RDMO Meeting DATE

Transcription

1 REGIONAL COOPERATIVE TOURISM PROGRAM RDMO Meeting DATE

2 REQUEST FOR QUALIFCIATIONS - Timeline Thur. Nov 10 - RFQ w/ RCTP Guidelines distributed Thurs. Dec 22 - RFQ closes All responses to RFQ must be complete and submitted via wizehive Tues. Jan 3 Fri. Jan 13 RFQ Evaluation Tues. Jan 17 - Notification letters sent to finalist Tues. Feb 7 - OTC meeting OTC votes and approves RDMO March June - RCTP Planning Process takes place July 1 - RCTP funds dispersed 2

3 REQUEST FOR QUALIFCIATIONS Questions? 3

4 STAKEHOLDER ANATOMY AND DIVERSITY Stakeholders to include: o Destination Management/Marketing Organizations or Chambers of Commerce within region (min 5) o Select leaders from tourism-related businesses (min 15) Lodging property owners Tour operators Guides and outfitters Restaurateurs Visitor transportation providers Bike shops, golf courses, gear rental businesses, etc. Farm-based agritourism businesses Wineries, breweries, cideries Visitor attractions, cultural heritage attractions, interpretive centers, museums, theaters, etc. Key land management agencies Departments of Transportation Representative from Educational Institution Representative from Tribal Entity Representatives from Oregon Tourism Studio Communities 4

5 STAFFING Qualified RDMO can use up to 25% of their annual disbursement (budget) as it pertains to specific plan activities and strategies on hiring departmental staff (as it applies to areas of investment strategy), human resources, and other administrative needs Additional resource may be invested into regional human capacity if activities, actions, and strategies deem it necessary. The RDMO will need to present this case to Travel Oregon staff. This is to be a case-by-case decision at the discretion of Travel Oregon 5

6 RCTP TIMELINE 6

7 RCTP TIMELINE FEBRUARY 2017 Close RCTP Stakeholder Survey February 6-7 Commission meeting/ RDMO meeting RDMO Review of Stakeholder Surveys/ Regional Reports RDMOS develop initial plan ideas to bring to stakeholder gatherings RDMO Menu of Investment Strategies Finished Conclude Metrics and Planning Workgroup Finish reporting and planning templates present to RDMO s MARCH 2017 Begin Regional Stakeholders Gatherings APRIL 2017 Full Day RDMO Gathering RDMOs develop final plans Conclude RCTP Stakeholders Gatherings 7

8 RCTP TIMELINE MAY 2017 RDMO Meeting in conjunction with commission meeting May 12, 2017 RCTP Plans due from regions Travel Oregon Plan Review JUNE 2017 Plan Review June 12-16, 2017 RDMOs present final plans to their stakeholders and select Travel Oregon Staff. RDMO meeting Final plans due 8

9 TRAVEL OREGON GLOBAL SALES OPPORTUNITIES RDMO Meeting DATE

10 TRADESHOWS/SALES MISSIONS ABA NTA Travel Exchange IITA Mid-Atlantic-Link Icelandair Go West Summit Toronto Golf Show NAJ RTO Summit West ITB Canada Outdoor Adventure Show NAJ Active America China Mountain Travel Symposium NAJ RTO Summit East IPW TAP Dance IAGTO NTA Contact WTM Eastern & Western Canada Sales Mission Australia/NZ Sales Mission France Sales Mission Germany Sales Mission BUSA Japan Sales Mission BUSA China Sales Mission Brazil Sales Mission (E/O year) India Sales Mission (E/O year) OREGON ROAD RALLY FAM

11 TRAVEL OREGON/BRAND USA CONTENT PLAN 2017 VisitTheUSA.com Trips + Destination-at-a-Glance Videos

12 Instagram integration Mapping Activation partner integration New Must-See content Ability to embed video in multiple places Promotion of related experiences & trips Traffic gen to the page Content on all 14 language sites VISITTHEUSA.COM STATE PAGE

13 TripAdvisor Integration Instagram integration Activation partner integration New Events content Ability to embed video in multiple places Traffic gen to the page Content on all 14 language sites VISITTHEUSA.COM CITY PAGES

14 NEW ITINERARY-BASED TRIPS PAGES Road-trip enticing images and copy Video content can be added on all pages Cross promote travel trade set itineraries, or OTA Market within Multi- Channel Campaigns and/or Inspiration Guide Includes on-site promotions and Guaranteed Traffic Generation to your Trips page 3-day itineraries

15 INVESTMENTS State Enhanced Page: $4,500 Existing DMO City Page: $4,500 ($2,250 from State, $2,250 from partner) NEW DMO City Page: $7,000 ($3,500 from State, $3,500 from partner) Road Trips: Two Trips (three stops each) $15,000 Two DaaG video packages (four videos for each road trip): $43,600 Four extra days film crew (one day per video package included, but in Oregon it will take six days to cover all six/seven regions): $16,400 Grand Total Trips, with DaaG videos: $75,000 Options include state cover all, Minnesota model (state 2/3, partners 1/3) or split

16 TRAVEL OREGON MARKETING UPDATE RDMO Meeting DATE

17 The Process

18 A LOOK AHEAD December 2017: Development Begins Spring 2017: Website launch 2017: KO Industry Site Redesign* 2017: Eastern Oregon Integration* 2017/18: Ski Oregon Integration* * Projects initiate in 2017, actual integration/launch dates TBD

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20 Travel Oregon Eclipse Programs Increase length of stay (extend trip of those that are coming) Printed Guide Travel Tips Communication Leverage exposure that Oregon will received & inspire later date Securing B-Roll Search campaign sign up for a live stream event Social media campaign PR outreach

21 WINTER STORIES BY REGION Greater Portland November Artisanal chocolate makers A night out, Portland style Oregon Coast November Wildlife watching Merroir Oregon s distinct oysters Willamette Valley - December Top trails for winter mountain biking Urban wine touring in the valley Central Oregon December Cozy cabin getaways Old School in Central Oregon Mt. Hood & the Columbia River Gorge January Family ski trip to Cooper Spur A dog s guide to winter in the Gorge and Mt. Hood Eastern Oregon January Top snowshoeing and cross country skiing trails A road trip back in time Southern Oregon February Woodstock for Birders Winter fishing in Southern Oregon

22 WHAT YOU CAN DO Share the content Premium content Social Channels Update your listings Businesses Restaurants Attractions Share the Compass E-Newsletter Website

23 Photo size = 4 w x 6 h. No effects or shadows. OUTDOOR RECREATION (MEANS BUSINESS) INITIATIVE REGIONAL DMO MEETING

24 COMMITTED GROUPS: UNFOCUSED

25 COMMITTED GROUPS: FOCUSED

26 THE PROCESS 1. Assemble a kick-a** Leadership Team 2. Create 10-Year Vision 3. Determine 5-Year Outcomes 4. Generate potential strategies and prioritize 5. Determine which people/entities will lead which strategies 6. Roll-out statewide 7. Develop strong statewide network

27 COLLECTIVE IMPACT Social problems are traditionally addressed through isolated interventions of individual organizations. Large-scale social change requires broad, crosssector coordination. Collective Impact is the commitment of a group of stakeholders from diverse backgrounds and sectors to a common agenda for solving a specific complex social problem at scale.

28 5 CONDITIONS OF COLLECTIVE SUCCESS

29 OREGON AGRITOURISM NETWORK

30 LEADERSHIP TEAM Bonnie Lippitt, U.S. Forest Service Chris Havel, OR State Parks & Rec Craig Ackerman, Crater Lake National Park Frank Burris, Oregon State University Jeff Mast, U.S. Forest Service Jon Tullis, Timberline Lodge Jorge Guzman, Vive Northwest Kenji Sugahara, OR Bicycle Racing Assoc. Kevin Gorman, Friends of the Columbia Gorge Kirk Richardson, KEEN Kristin Dahl, Travel Oregon Lee Davis, Mazamas Louis Geltman, Outdoor Alliance Lindsey Shirley, Oregon State University Marc Berjeka, REI Rep. Mark Johnson, OR House District 52 Mia Sheppard, Theodore Roosevelt Conservation Partnership Natalie Inouye, Travel Lane County

31 LEADERSHIP TEAM (CONT D) Penny Arentsen, Winding Waters River Exped. Roger Fuhrman, OR Dept. of Fish & Wildlife Sally Russell, Bend City Councilor Stan Hinatsu, US Forest Service Stephen Hatfield, REI Todd Davis, Travel Oregon Zach Collier, OR Outfitters & Guides Assoc. / Northwest Rafting Company Zach Jarrett, Bureau of Land Management Travel Oregon Staff Kristin Dahl, Program Director Scott Bricker, Program Manager Andrew Grossman, Program Coordinator

32 VISION IMPACT AREAS 1. COMMUNITY LIVABILITY / WELL-BEING 2. WORLD-CLASS EXPERIENCES / INFRASTRUCTURE 3. DIVERSITY OF ENTHUSIASTS 4. NATURAL RESOURCES / STEWARDSHIP 5. INFORMATION MARKETING

33 VISION IMPACT AREAS (CONT d) 6. EDUCATION 7. ECONOMIC IMPACT 8. TRANSPORTATION 9. LEADERSHIP / ADVOCACY

34 OUTCOMES What change happens (beyond you) that is influenced by what you do. All outcomes are changes All outcomes are changes related to: Behavior Attitude Knowledge Conditions (political, physical, economic, etc) Status (social standard only)

35 5-YEAR OUTCOME EXAMPLES: WORLD-CLASS EXPERIENCES A diversity of recreation opportunities are available for a diversity of user groups defined through activity interests, skill level, seasonability, and location Oregon s outdoor recreation experience offers one consistent look and feel (One Oregon) by way of consistent wayfinding and interpretive signage and consistency of high quality amenities

36 CRITERIA FOR SELECTING STRATEGIES The strategy or implementation plan: 1. Is catalytic in nature 2. Affects multiple impact areas 3. Creates focus for collective action 4. Has leadership and champions in place 5. Has a convener and organizer in place

37 CRITERIA FOR SELECTING STRATEGIES 6. Is politically feasible 7. Could make significant progress in 1-3 years 8. Has funding available or there is an opportunity to grow funding 9. Broadens who is currently accessing and visiting the outdoors

38 STRTEGY EXAMPLE: WORLD-CLASS EXPERIENCES Identify priority long-haul trail systems that when completed will make a major difference in Oregon and prioritize collective support and collective funding to get them completed. E.g.: Historic Columbia River Highway State Trail Salmonberry Trail Oregon Timber Trail Joseph Branch Rail Trail

39 Meeting / Date Mtg. 1 6/29/16 Mtg. 2 8/16/16 NEXT STEPS NEXT STEPS Mtg. 3 9/28/16 Mtg. 4 10/25/16 Mtg. 5 11/30/16 Mtg. 6 1/18/17 February - March April - June Mtg 7 TBD Learnings from the field Vision Introduce Refine Finalize at 90% 5 yr. Outcomes Introduce Refine Finalize at 85% 2 yr. Outcomes/ Strategies Introduce Refine Refine at 50% Inventory of Initiatives Introduce Refine Refine at 50% Action Teams Finalize at 85% Finalize at 85% Initial Design Refine / Recruit Initial Meetings 100% 100% Work plans Reviewed Statewide Roll Out Strategy Finalize Execute Ongoing Summits 1. Portland 2. Central OR 3. Southern OR 4. Eastern OR State Policy Actions Timing TBD Informational Hearings Work Sessions

40 VISITOR TRANSPORTATION INITIATIVE How do we make transportation for travelers in Oregon better, and easier to navigate? Scott Bricker Destination Development Manager, Travel Oregon

41 Plan for this project 1. Gather input from partners 2. Survey 3. Existing conditions assessment 4. Recommend strategies for improving traveler-useful transit services 5. Recommend plan for publishing and maintaining traveler-useful transportation information Project Consultants: Trillium Solutions Jarrett Walker + Associates

42 INITIAL FOCUS AREAS

43 SURVEY - providers Local public transit Intercity public transit Scheduled tours Taxi companies Transportation Network Companies (TNC)/Ride-hailing Bike rental Short-term carshare SURVEY - Providers

44 TRANSPORATION INFORMATION FOR TRAVELEVERS

45 ONLINE MAPS & DIRECTIONS EXAMPLES: APPS SUCH AS GOOGLE MAPS, ROME2RIO, APPLE MAPS, BING Trip Check tripcheck.com

46 OTHER WAYS PEOPLE GET INFORMATION Signage & directions Arrival at the airport - MAX Red Line Downtown Portland Google web search Business search Referrals

47 NEW ZEALAND

48 FINDINGS & RECOMMENDATIONS: Consider visitor audiences in the transportation planning & marketing. 1. Convenience-oriented travelers 2. Travelers without a driver s license including international visitors without an International Driving Permit (IDP) 3. Environmentally-conscious travelers (eco-tourism market) 4. Budget travelers 5. Bicycle tourists who may wish to use other transportation services as a bridge between legs of a bike tour 6. Travelers with disabilities and special mobility needs

49 FINDINGS & RECOMMENDATIONS Enable comprehensive search for many transportation modes and services. Create a transportation system that is great than the sum of of its parts.

50 FINDINGS & RECOMMENDATIONS Aspiration: Make it simple to find transportation services Possible Near-term: Google Transit widget on tourism sites Possible Medium-term: Add a directory of transportation services Provide partners with a toolbox

51 FINDINGS & RECOMMENATIONS: FACILITATE TRANSPORTATION INFORMATION ON PARTNER (TOURISM) WEBSITES.

52 FINDINGS & RECOMMENDATIONS Coordination across geographic & agency boundaries creates opportunities for greater efficiency. e.g. Columbia Gorge, Central Oregon, Oregon Coast, etc.