NORTH COAST TOURISM STUDIO SUMMIT. #NorthCoastStudio. September 25, 2018

Transcription

1 NORTH COAST TOURISM STUDIO SUMMIT #NorthCoastStudio September 25, 2018

2 BEFORE WE START, MEET THREE NEW PEOPLE! SHAKE HANDS WITH THEM AND EXCHANGE BUSINESS CARDS OR CONTACT INFO. ONCE YOU VE COLLECTED THREE NEW CARDS, ENTER YOURS AT THE REGISTRATION TABLE TO ENTER A DRAWING FOR A SPECIAL TRAVEL OREGON GIVEAWAY!

3 WELCOME!!

4 TOTAL ECONOMIC IMPACT TO OREGON IN 2003 IN 2017 CHANGE Direct Employment 84,500 jobs 112,200 jobs +34% Employee Earnings $1.7 billion $2.8 billion +65% Visitor Spending $6.5 billion $11.8 billion +82% Taxes (State/Local) $246 million $539 million +119% Source: Economic Impact Report, Dean Runyan & Assn

5 SHARE OF VISITOR SPENDING OREGON vs USA $653B $1035B Source: US Travel Assn 2017

6 TRAVEL FORECAST UNITED STATES Global Long- Haul Travel 5.1% 4.9% 4.9% 4.7% Total International Visitors to US Total U.S. Domestic Person-Trips 3.7% 3.9% 3.8% 3.7% 1.8% 1.5% 1.5% 1.7% Source: US Travel Association

7 TOP INTERNATIONAL MARKETS Canada -3% Japan 38% China 44% UK 14% Germany 15% Australia 51% Mexico 114% South Korea 12% Scandinavia 25% France 34% Benelux 31% Brazil 5%

8 TRAVEL FORECAST INTERNATIONAL SPENDING - OREGON Source: Tourism Economics

9 INCREASED AD AWARENESS + VISITATION IMPACT A good place to live +59% A good place to start a career +111% A good place to attend college +93% A good place to start a business +128% Percent Increment Source: Longwoods International 2017

10 JOBS CREATED BY VISITOR SPENDING FIRE, POLICE & TEACHERS Source: US Travel Association

11 THANK YOU

12 DEFINING THE CHALLENGE

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20 At the end, this story is just a numbers problem, Mr. Tourtellot said. He noted that in 1960, when the jet age began, around 25 million international trips were taken. Last year, the number was 1.3 billion. As for the cities that are the major destinations? They are the same size they were back in 1959, and they ll probably stay that way, he said. New York Time August 2018

21 BEST PRACTICES

22 NEW ZEALAND

23 GLACIER NATIONAL PARK

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29 DESTINATION DEVELOPMENT

30 DESTINATION DEVELOPMENT Travel Oregon s Destination Development Team assists communities in creating robust and sustainable tourism economies by developing authentic, worldclass experiences for travelers that aim to preserve, enhance and celebrate the local landscape and culture.

31 OREGON TOURISM STUDIO Helped more than 25 Oregon destinations develop tourism opportunities in meaningful, sustainable ways since Program benefits include: New relationships between leaders in the region and key destination management organizations A culture and climate where tourismrelated businesses are supported and can thrive Ongoing access to resources and support from Travel Oregon

32 OREGON TOURISM STUDIO Rural Tourism Studios help rural communities grow tourism based on their region s unique offerings. Destination Management Studios support communities that have strong tourism demand and may be vulnerable to the impacts of high visitation. Tourism Experience Studios are streamlined one or two day workshop that help communities develop and marketing specific tourism offerings.

33 OREGON TOURISM STUDIO DESTINATIONS

34 OREGON TOURISM STUDIO PROGRAM GOALS Raise the awareness and understanding of the value of the tourism industry Engage a broad cross-section of the community in a dialogue to identify strengths and opportunities Spark creativity and enthusiasm in community leaders to contribute to making Oregon a premier tourism destination Connect community and business leaders with resources to help develop new authentic tourism products and leverage the assets they have Develop new experiences for locals and visitors that sustain or enhance the geographical character of a place Stimulate new local business development Establish positive relationships between community leaders and the state s tourism development and marketing organizations

35 COMMITTED GROUPS - UNFOCUSED

36 COMMITTED GROUPS - FOCUSED

37 OREGON TOURISM STUDIO PROCESS PRE-STUDIO STUDIO POST- STUDIO PROGRAM DESIGN & OUTREACH WORKSHOPS & EVENTS ACTION TEAMS EXECUTE PRIORITY STRATEGIES STEERING COMMITTEE STEERING COMMITTEE + ACTION TEAMS GREATER COMMUNITY 4-6 MONTHS 3-4 MONTHS 6-12 MONTHS

38 OREGON TOURISM STUDIO MATCHING GRANT $25,000 Tourism Studio Matching Grant Grant application due six months after completion of workshops (July 2019) Can utilize funds on up to five projects Projects must be a component of a priority strategy developed during the Tourism Studio. Priority strategies are developed to fulfill on the region s 15-year vision.

39 GORGE TOURISM STUDIO KEY OUTCOMES Formation of a formal, bi-state regional Tourism Alliance ( ) We Speak Gorge front line staff training Hear in the Gorge podcast series Gorge Towns to Trails Ready, Set, GOrge! congestion reduction communications strategy and collaborative Gorge Express shuttle to reduce congestion on the Historic Columbia River Highway

40 NORTH COAST STEERING COMMITTEE Astoria-Warrenton Chamber of Commerce Cannery Pier Hotel + Spa Cannon Beach Chamber of Commerce City of Cannon Beach City of Seaside Visitor s Bureau Clatsop Economic Development Resources Community Supported Fishery Friends of Cape Falcon Marine Reserve Manzanita Visitor Center National Park Service North Coast Land Conservancy in Seaside Oregon Coast Visitors Association Oregon Department of Forestry Oregon Department of Transportation Oregon Parks and Recreation Department Pacific City + Nestucca Valley Chamber of Commerce Pelican Brewing Regional Solutions Sunset Empire Transportation District Tillamook Area Chamber of Commerce Tillamook County Transportation District Tillamook Estuaries Partnership Visit Tillamook Coast

41 STATEMENT OF INTENT The North Coast Tourism Studio Steering Committee believes the immediate focus must include strategies that aim to achieve systemic change and deliver innovative solutions aimed to: Preserve and enhance the natural and cultural resources of the region while offering high-quality experiences. Encourage stewardship best practices by visitors and the industry. Integrate cultural heritage into the visitor experience, authentically and respectfully. Reduce congestion during peak seasons and in high-use areas. Spread the seasonality of visitation. Spread the positive economic benefits of tourism throughout the region and maximize the integration with other key economic drivers including fisheries, forestry, agriculture and main street retail. Increase local understanding and appreciation of the value of tourism, and the contribution it makes to the local economy. Capitalize upon the array of visionary projects already underway to bolster momentum and ensure this region remains a unique destination. Pg. 5 Summit Packet

42 NETWORKING BREAK!!!

43 Building our vision for the future SCENARIO DEVELOPMENT FRAMEWORK

44 PLAUSIBLE SCENARIO MATRIX 2030 Increased Visitation Focus is primarily on driving visitor numbers and maximizing economic impact. The priority is building the growth of tourism dependent and related businesses. Investment is made primarily in iconic and popular areas helping drive greater visitation to the region s high profile destinations. Strong regional collaborative approach Strong focus on building regional collaboration and connectivity up and down the region. The emphasis is on building interconnected regional scale product and visitor experiences, which spans across the various amenities and regional destination locations. Scenario A Visitation and Scenario D Collaboration focus Scenario B economic focus Scenario C Managed Impact Focus is primarily on optimizing the economic impact, with the intent of protecting and enhancing the natural and cultural assets. Sustainability and societal impacts are carefully managed by applying active destination management efforts. Investment is made to carefully moderate potential negative visitor impact, and enhance positive impact. Locally focused activities Strong focus on local activities and communication within local sectors and communities. The focus is primarily on driving local benefit and value. At a regional scale, there are fragmented and disjointed collaboration efforts, and a lack of overall coordination and collaboration.

45 SCENARIO TEAM ROLES Team Leader keep people focused and on task Timekeeper manage timeline and being ontime Official Recorder record summary in templates Flip-chart writer record discussions to present Presenter(s) to present work at plenary session

46 SUGGESTED SCENARIO GROUP TIMELINE Group to meet, and scope-out scenario space (10m) Develop scenario characteristics (20m) suggest breaking into three separate smaller groups to address each key area (Economic, Community, Environmental) Develop Headlines News 2020, 2025, 2030 (20m) Short scenario name (10m) Return to main room ready to present Bring flip-charts back to present

47 Scenario name. Economy and Tourism Industry - Characteristics 2030 Community and Societal - Characteristics 2030 Environment and Landscape - Characteristics 2030

48 CHARACTERISTICS SUGGESTED DIMENSIONS TO CONSIDER Economy and Tourism Industry Housing access and affordability Transportation options and connectivity Tourism products and experiences Tourism and associated industry and economic profiles Tourist traffic and profile Community and Societal Community feel and vibe Population number / makeup and location. Community relationship to tourism industry and visitors Image and reputation Environment and Landscape Landscape and visual impacts Land use and public spaces Management of cultural and heritage Quality issues and waste management

49 Headline News (Scenario ) Economy and Tourism Industry Community and Societal Environment and Landscape

50 PLAUSIBLE SCENARIO MATRIX 2030 Increased Visitation Focus is primarily on driving visitor numbers and maximizing economic impact. The priority is building the growth of tourism dependent and related businesses. Investment is made primarily in iconic and popular areas helping drive greater visitation to the region s high profile destinations. Strong regional collaborative approach Strong focus on building regional collaboration and connectivity up and down the region. The emphasis is on building interconnected regional scale product and visitor experiences, which spans across the various amenities and regional destination locations. Shared Identity Crisis Visitation and Rise + Fall: Chaos on the N. Coast Collaboration focus North Coast United economic focus Keep it Beautiful, Keep it Local Locally focused activities Strong focus on local activities and communication within local sectors and communities. The focus is primarily on driving local benefit and value. At a regional scale, there are fragmented and disjointed collaboration efforts, and a lack of overall coordination and collaboration. Managed Impact Focus is primarily on optimizing the economic impact, with the intent of protecting and enhancing the natural and cultural assets. Sustainability and societal impacts are carefully managed by applying active destination management efforts. Investment is made to carefully moderate potential negative visitor impact, and enhance positive impact.

51 Strong regional collaborative approach North Coast Tourism Summit Plausibility Matrix Increased Visitation Visitation and Collaboration focus economic focus Managed Impact Instructions On the grid at the left, please use the following point assignments to rate the preferred and expected futures. EXPECTED FUTURE Please assign to any box on the grid one x E PREFERRED FUTURE Please assign to any box on the grid one x P Locally focused activities

52 Strong regional collaborative approach North Coast Tourism Summit P Plausibility Matrix Increased Visitation Visitation and Collaboration focus economic focus Managed Impact Instructions On the grid at the left, please use the following point assignments to rate the preferred and expected futures. EXPECTED FUTURE Please assign to any box on the grid one x E E PREFERRED FUTURE Please assign to any box on the grid one x P Locally focused activities

53 LUNCH

54 BEFORE WE START, MEET THREE NEW PEOPLE! SHAKE HANDS WITH THEM AND EXCHANGE BUSINESS CARDS OR CONTACT INFO. ONCE YOU VE COLLECTED THREE NEW CARDS, ENTER YOURS AT THE REGISTRATION TABLE TO ENTER A DRAWING FOR A SPECIAL TRAVEL OREGON GIVEAWAY!

55 REGIONAL SUCCESS STORIES

56 COLUMBIA RIVER GORGE Kristen Stallman Oregon Department of Transportation & Columbia Gorge Tourism Alliance

57 COMMUNITIES POWERED BY TRAVEL

58 SOUTHERN OREGON COAST Julie Miller Oregon South Coast Regional Tourism Network

59 LOCAL INNOVATORS

60 THE OREGON COAST TRAIL Robin Wilcox, Oregon Parks and Recreation Department

61 NORTHWEST CONNECTOR Jeff Hazen, The Northwest Oregon Transportation Alliance

62 HAYSTACK ROCK AWARENESS PROGRAM Claudine Rehn, Haystack Rock Awareness Program

63 BRINGING LOCAL FOOD INTO THE VISTOR EXPERIENCE Jeff Wong, Community Supported Fishery

64 GARIBALDI PIER S END PROJECT Mike Arsenault, Recreate Now

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67 TACKLING THE TOUGH SYSTEMIC ISSUES

68 BREAKOUT GROUP TOPICS 1. LEADERSHIP NETWORK 2. TRANSPORTATION SOLUTIONS 3. VISITOR COMMUNICATIONS TO ENCOURAGE STEWARDSHIP 4. PROTECT NATURAL WONDERS 5. INSPIRE STEWARDSHIP BEST PRACTICES 6. PROMOTE THE VALUE OF TOURISM

69 BREAKOUT GROUP INSTRUCTIONS TIMELINE DEFINE THE ISSUE (5 MINUTES) LOCAL EXAMPLES OF SOLUTIONS BEING APPLIED OR TESTED (5 MIN) BRAINSTORM IDEAS, STRATEGIC SOLUTIONS AND ACTIONS (20 MIN) PRIORITIZE IDEAS AND ACTIONS (5 MIN)

70 BREAK

71 BREAKOUT GROUP REPORT OUT 1. LEADERSHIP NETWORK 2. TRANSPORTATION SOLUTIONS 3. VISITOR COMMUNICATIONS TO ENCOURAGE STEWARDSHIP 4. PROTECT NATURAL WONDERS 5. INSPIRE STEWARDSHIP BEST PRACTICES 6. PROMOTE THE VALUE OF TOURISM

72 DISCUSSION & REFLECTION

73 NORTH COAST STUDIO WORKSHOP + EVENTS SEPT 25 SUMMIT Networking Event OCT 9 OCT 10 OCT 16 OCT 17 NOV 13 NOV 14 DEC 4 DEC 5 JAN 15 JAN 16 THE PEOPLE S COAST SUMMIT DESTINATION STEWARDSHIP - Networking VISITOR TRANSPORTATION - Workshop OUTDOOR REC Networking Event OUTDOOR REC Workshop CULTURAL HERITAGE Networking Event CULTURAL HERITAGE Workshop VISITOR COMMUNICATIONS Workshop TEAMING FOR ACTION Workshop Community Celebration Event

74 THANK YOU!!! Please join us at the Pier s End Boathouse at 4:30 pm f or g ood company appetizers live music film premiere panoramic views

75 THANK YOU