SOUTHERN OREGON COAST OUTDOOR RECREATION & ADVENTURE TRAVEL WORKSHOP 02.22.2017
WELCOME! Visibly display your bandana Move around the room OPENING ACTIVITY Introduce yourself / get a business card from at least 3 people with different colored bandanas: What was one favorite travel adventure Form table groups with different colors We ll start program around 9:15 am
YOUR AWESOME STEERING COMMITTEE WELCOMES YOU 42 & Spruce Downtown Bandon Chamber of Commerce Benetti s Restaurant Charleston Marine Life Center City of Coos Bay Confederated Tribes of the Coos, Lower Umpqua and Siuslaw Indians, Coos County Coquille Indian Tribe Coquille Chamber of Commerce The Mill Casino Oregon Coast Visitors Association Oregon Parks and Recreation Department Oregon State University Division of Outreach and Engagement Port of Coos Bay Powers School District Reedsport Mainstreet Association South Coast Development Council South Slough NERR Southwest Oregon Regional Airport U.S. Forest Service - Rogue River National Forest Wild Rivers Coast Alliance LEAD CONVENER: Connie Stopher, South Coast Dev. Council
STATEMENT OF INTENT SOUTHERN OREGON COAST We, the community leaders of the Southern Oregon Coast, are committed to the development of our region s tourism economy and to optimizing the economic impact of tourism by: Improving collaboration between communities, community leaders and tourism organizations in the region Developing new, unique and compelling experiences in outdoor recreation, culinary, agritourism, arts and local culture that will draw in visitation and will be an asset to the community Protecting and enhancing natural and cultural assets in the region
YOUR WORSHOPS & EVENTS TUES, JAN 24 WED, JAN 25 TUES, FEB 21 WED, FEB 22 TUES, MAR 21 WED, MAR 22 TUES, APR 18 WED, APR 19 WED, APR 19 TOURISM VISIONING EVENT TOURISM PLANNING WORKSHOP OUTDOOR RECREATION & ADVENTURE TRAVEL NETWORKING EVENT & FIELD TRIP OUTDOOR RECREATION & ADVENTURE TRAVEL WORKSHOP CULINARY & AGRITOURISM NETWORKING EVENT & FIELD TRIP CULINARY & AGRITOURISM WORKSHOP TOURISM MARKETING & COMMUNICATIONS WORKSHOP TEAMING FOR IMPACT & ACTION PLANNING WORKSHOP COMMUNITY TOURISM CELEBRATION EVENT
PARTICIPANT EXPECTATIONS Attend all sessions Participate fully and respectfully Arrive 15 minutes early to sessions as sessions will start right on time Bring everything to the table! Leave the past at the door Complete a workshop evaluation after each session (sent to you via email) Take action afterwards and let us know what you did Join an Action Team
Keep an open mind Actively listen Share air time Be early and often! Contribute to moving forward SESSION GROUND RULES Enjoy the process the journey is just as important as the destination
PARTICIPANT RESOURCES PROGRAM WEBSITE Industry.TravelOregon.com/SouthernOregonCoast Registration Link & Schedule & Workshop Descriptions Presentations Workshop Notes Reports BINDERS- Participants that are attending 4+ workshops Steering Committee List Program Schedule and Workshop Descriptions Participant Materials NAMETAGS- Please return at end of session QUESTIONS? Elena@TravelOregon.com / 971-717-6204
TODAY S PURPOSE Better connectivity between businesses operating in this sector and land managers An understanding of the outdoor recreation and adventure travel market An understanding of visitor trends in the region Clarity around which target markets the region ought to pursue A vision for what world-class adventure travel product could look like in the region An understanding of where the gaps and opportunities are for developing a world-class adventure travel destination Priority action areas identified and a clear understanding of next steps
TODAY S AGENDA Opening & Introductions Connection activity Welcome Community tourism vision review Understanding the Adventure Travel Industry What IS outdoor recreation tourism and adventure travel? Examples of world-class adventure travel destinations Asset mapping: What would a world-class adventure travel sector look like here? Who are they anyway? Overview of travel market segments Relevant visitor data Determine region s target market Networking Lunch Strategy Development Business panel: Expert industry perspectives Understanding the adventure traveler Part 1: Wants and needs Part 2: Itinerary development Identifying opportunities (gap analysis) Synthesizing the big ideas Adjourn!
WELCOME! PARTICIPANT INTRODUCTIONS At your table: Name Affiliation Share, What was the first experience that you remember that led you to care about outdoor recreation?
COMMITTED GROUPS: UNFOCUSED
COMMITTED GROUPS: FOCUSED
DRAFT 15-YEAR TOURISM VISION Oregon s South Coast is Simply Perfect from trees to the seas, offering a high quality of life for residents and an outstanding experience for visitors. The region retains the charms of its rural areas and small towns, and preserves its ecological features. It has grown its regional infrastructure to provide a range of visitor opportunities built around its dunes, bays, beaches, forests, mountains, rivers, and valleys, from high end boutique hotels and restaurants to affordable outdoor family experiences. The visitor experience focuses on abundant ecotourism and outdoor recreation opportunities (birding, kayaking, fishing, mountain biking, hiking, etc.). We have strong culinary and agritourism sectors, highlight our unique industrial history, and provide sensitive cultural experiences in partnership with local Tribal members. These activities support a diverse population, with a robust economy and vibrant social connections. Businesses have incorporated sustainable production and harvesting practices to protect, restore and utilize natural resources on land and in the water.
DRAFT 15-YEAR TOURISM VISION The people in the region have coalesced to make their shared vision a reality. Committed groups of people from across the community have joined together to build critical regional infrastructure, strengthen the quality of life, and create opportunities for local people to thrive. Collaboration is the norm and people from all corners of the region work together to make the south coast of Oregon Simply Perfect.
STRATEGIC ACTIONS (LEVERS) 1. Develop a regional branding and marketing strategy, including shoulder seasons 31 votes 2. Develop a region outdoor recreational trails strategy and alliance (waterways, forest, coastline) 23 votes 3. Develop an online and physical map-based planning tool 20 votes 4. Develop a food and culinary trail network including farms and sea 16 votes 5. Develop a wayfinding and signage plan 13 votes 6. Develop a local tourism business network to support business development and knowledge sharing, and to create unique products and experiences 11 votes 7. Create and inclusive region-wide Tourism Task Force, building off the Coos County Tourism Working Group 11 votes
STRATEGIC ACTIONS (LEVERS) 8. Create regional calendar of events 11 votes 9. Develop a local We Speak program to educate frontline staff and interpret local culture and history 8 votes 10. Education for locals on the value and impact of tourism - 5 votes 11. Develop a region wide transportation and infrastructure plan 3 votes
OUTDOOR REC STRATEGIC ACTION #2: Develop a region outdoor recreational trails strategy and alliance (waterways, forest, coastline) 23 votes Create regional trails connection strategy Develop river trails in Southern Oregon Coast region Develop trails and waterways for recreational use Develop a formal trails alliance to inventory, promote, and manage trails, and advocate for new trail development Trail development and access bike, hike, water
WHAT IS ADVENTURE TRAVEL?
Samples many activities on one trip Balances main activity with getting to know local area Travels specifically for main activity
What is Adventure Travel?
WHAT IS ADVENTURE TRAVEL? All Three Personas Traveled within the last 18 months Adventure was main activity on last trip Interested in exploring new places Top activities are similar: Hiking, Camping, Fishing, Birdwatching All add on adventure to business travel Influenced by family / friends, and review sites Wants to accomplish something
ADVENTURE TRAVEL MARKET SEGMENTS
GRAZERS
Meet the Grazers: Younger professional, 18-40
Meet the Grazers: Novice & first-time participant of adventure
Meet the Grazers: Bucket list driven / high thrill seeker
Meet the Grazers: Key Motivator - time with family / friends
Meet the Grazers: Media Preference - social networks & blogs
ADVENTURERS
Meet the Adventurers: Skews middle-aged - Female
Meet the Adventurers: Intermediate proficiency, repeat participant
Meet the Adventurers: Values time with family
Meet the Adventurers: Manages risk by becoming proficient
Meet the Adventurers: Media Preference - social networks & blogs
ENTHUSIASTS
Meet the Enthusiasts: Skews Boomer and male
Meet the Enthusiasts: Advanced skill level of favorite activity
Meet the Enthusiasts: Accepts high risk
Meet the Enthusiasts: Smallest group, but opinion leader
Meet the Enthusiasts: Will travel for their sport, high spender
Meet the Enthusiasts: Media preference - traditional
OPPORTUNITIES Business trips are Adventure Opportunities Use Enthusiasts as influencers Enthusiasts could help with seasonality Target your product to the right persona Distribute your message via a medium that they are likely to see Make it INCREDIBLE
DESTINATION CASE STUDIES
NEW ZEALAND
GREAT WALKS: PRIVATE LODGES
GREAT WALKS: PUBLIC CAMPING
QUEEN CHARLOTTE TRACK
SHOWCASES COASTLINE
BEGINNER-FRIENDLY
FAMILY-STYLE DINNERS
LOCAL HOSTS: AQUA FARMERS!
DELICIOUS SEAFOOD
HONOR SYSTEM SUPPLIES
GREAT TRIP PLANNING INFO
THEY GOT FERNS, BUT SO DO YOU
TE ANAU: BASECAMP TO FIORDLANDS NATIONAL PARK
Onsen Spa, Queenstown
LINKED SHUTTLES
LINKED SHUTTLES
VISITOR INFO SITES
SELF-GUIDED TOURS
PRE-TRIP PLANNING: SELF-GUIDED TOUR PACKAGES
NEW ZEALAND: FACTORS OF SUCCESS FACTORS OF SUCCESS Public land managers truly understand the value of recreation and tourism to the region Public sector built on the success of private entrepreneurs Well-maintained trails and huts make it accessible Information & connections made easy for visitors Visitor impacts are managed through permitting Towns and businesses capitalize on publicly managed outdoor recreation assets No animals will eat you
WELCOME! MORNING ACTIVITY: ASSET IDENTIFICATION Draw on the map, what you like to see here? Leverage your current assets and developments that you are seeing in the community. GET CREATIVE! 3. Based on your local assets, which do you think (gut instinct) are the best OPPORTUNITIES for development?
OUTDOOR RECREATION TRENDS
Most popular outdoor activities: 1. Running / Jogging
Most popular outdoor activities: 2. Fishing
Photo by Gregory Galliano Most popular outdoor activities: 3. Bicycling
Most popular outdoor activities: 4. Hiking
Most popular outdoor activities: 5. Camping
Honorable Mention: Birdwatching - 3 rd most frequent adult activity
ADVENTURE TRAVEL: MARKET SHARE 2010 - $89 BILLION 2013 - $263 BILLION Four in Ten Travelers Choose Adventure Adventure Tourism Market Study (ATTA, George Washington University)
OREGONIANS ARE MORE ACTIVE: OREGON VS. REGION AND NATION PARTICIPATION 2011 Developed Camping Day Hiking Attending Outdoor Concerts Sightseeing Snowshoeing Oregon participation rate minus regional and national rates Off-highway Vehicle Driving Backpacking 0% 5% 10% 15% 20% 25% 30% Compared to Pacific Coast Compared to United States Source: Oregon Statewide Comprehensive Outdoor Recreation Plan, 2013-2017
PARTICIPATION OF ADULTS WITH AND WITHOUT CHILDREN: NATIONALLY, 2014
PARTICIPATION BY AGE AND ACTIVITY, NATIONALLY, 2014
REGIONAL VISTOR DEMAND Which new visitor experience would tourists be most interested in and would they influence people to stay longer (extend their trip)? NEW EXPERIENCE VERY INTERSTED IN THE ACTIVITY MOST LIKELY TO ENTICE VISITOR TO STAY LONGER More bicycle routes with maps, signage and shuttle services More accessible water adventures supported by more guide services Farm tours with dining on-site and fresh produce for sale Expanded mountain bike trails with signage and maps 28% 18% 25% 20% 24% 19% 18% 12% Source: DCG Research, November 2014
BUSINESS PANEL John Blanchard Sharky s Charter Dave Lacey South Coast Tours Karl Maxon South Coast Bicycles Brian Menten Waxers Surf Shop
AFTERNOON ACTIVITY: IDENTIFYING GAPS AND OPPORTUNITIES
AFTERNOON ACTIVITY 1. Self select into groups and select a persona based on Southern Oregon s key adventure travel markets 2. Identify the persona wants and needs 3. Draft an itinerary for the persona 4. Highlight any business service, infrastructure or marketing/communication gaps or opportunities that surfaced during the activity.
AFTERNOON ACTIVITY: ACTION AREA BRAINSTORM
AFTERNOON ACTIVITY Discuss: High level areas that we want to focus on for our Action Planning workshop in April? ACTION PRIORITY THEMES: 1. Trails Plan (bike and hike) - Create regional trails connection strategy 2. Develop water trails in Southern Oregon Coast region 3. Sport fishing (connecting fishing to culinary activities) 4. Improve Transportation Connections for Recreation