Welcome! Thanks for joining us! December 3, 2004 – Nome Tourism Workshop

Introduction & Welcome Opportunities & Challenges Success Stories Panel Case Studies Presentation LUNCH Breakout #1- Market Sectors Full Group - Priorities Breakout #2 - Action Plan Full Group - Strategies for Success WORKSHOP STRUCTURE 8:30 – 10:00am :: resources for communities :: 10:00 – 10:20 10:30 – 11:30 11:30 – 12:00pm 12:00 – 1:00 1:00 – 2:00 2:00 – 3:00 4:00 – 4:30 3:00 – 3:30

Who’s sponsoring this workshop: –State Department of Commerce, Community and Economic Development –US Economic Development Administration –Local Sponsors, including: Kawerak Corporation, Chamber of Commerce, –With assistance by Agnew::Beck Consulting NOME TOURISM WORKSHOP

What are we here to do? Bring together people interested in tourism, to exchange ideas and information Review trends, success stories, case studies Develop a realistic action plan for tourism development in Nome and the Bering Straits region Clarify responsibilities for implementing action plan Focus on sectors with recognized potential including: native culture & art (marketing, Inuit co-op), port marketing, ecotourism (birding, wildlife viewing) NOME TOURISM WORKSHOP

Project Area The Seward Peninsula & its Communities: Nome Teller Council White Mountain

Types of Visitors Measuring Tourism Benefits Tourism Strategies STARTING POINTS :: resources for communities ::

‘Tourist’ means: Any and all categories of visitors from out of town Travel Style – package, independent, combination Group Size – large group, small group, individual Origin – in region, in-state, out-of-state, international Activity – passive, “soft,” wild adventure; view vs. hunt/fish Season, Length of Visit Trip Purpose – pleasure, business, friends/relatives; Access Mode – air, cruise boat TYPES OF VISITORS

Old School = Count the number of tourists More Helpful To Assess: Spending per visitor Length of stay - “stickiness” Who benefits? Adverse impacts, if any, on community life, on environment Volatility - sustainability of benefits Tourism by itself, is rarely sufficient for community economic health MEASURING TOURISM BENEFITS

Attractions & Events Unique places, culture, food, language, gifts, stories, guides… Accommodations Access & Infrastructure Roads, sidewalks, port, maintenance.. Marketing Promotional events, familiarization tours, marketing partnerships… People Attitudes; training, technical support Partnerships NPS, travel companies, Native Corporations… CATAGORIES OF TOURISM STRATEGIES Aesthetics Matter: what is good for visitors can make your town more livable

Challenges to Tourism Growth Strengths and Opportunities OPPORTUNITIES & CHALLENGES :: resources for communities ::

Off the main flow of Alaska travel Relatively low market profile Short summer season High cost to visit Limited regional marketing program CHALLENGES

Gold mining history, cultural traditions International name recognition Road system; beautiful landscapes Good air access Birdlife Innovative, interesting residents OPPORTUNITIES

Texas Bird Trail Talkeetna Tourism Development Bristol Bay Branding & Product Development Copper River Stories Prince William Sound Port Marketing CASE STUDIES :: resources for communities ::

Texas Bird Trail Project Goal: Create easily-accessible travel opportunities through habitat retention, publicity and private- public partnerships

Texas Bird Trail Formation of five hugely popular self-guided birding tours along Texas highways – ‘nature tourism development’ Benefits: Translates dispersed, amorphous attractions into a story, a path Adds value to visitor experience Simplifies travel logistics Takes advantage of already established infrastructure Guides visitors to preferred destinations, spreads benefits Outcome – significant increase in number of visitors, visitor spending

Talkeetna Tourism Development Project Goal: Protect & Improve what makes downtown attractive to residents and visitors

Talkeetna Tourism Development Talkeetna, like thousands of towns around Alaska and America, is investing to make the town itself an attraction Actions to Improve & Retain Special Qualities: Improved parking, safety and comfort Zoning code – controls on building height, size, setback, location Riverfront park – control camping add restrooms, viewpoints, trails Entrepreneurial approach: parking revenues cover management costs

Bristol Bay Branding Project Goal: Create a clear market identity for a region; integrate sales of tours, fish, arts & crafts

Bristol Bay Branding Bristol Bay has great tourism potential, many fishing and hunting lodges, but locals receive few benefits from tourism Project Goals & Outcomes: Create a clear “brand” for a region (similar to approach used in Monte Verde Cloud Forest Preserve) Emphasize environmental stewardship – river patrol, land trust Spread tourism benefits to area villages – Aleknagik, Dillingham, Clarks Point, Ekwok, New Stuyahok, Koliganek Support, increase odds of success of individual businesses

Bristol Bay Product Development Project Goal: Assess and develop trip itineraries to encourage visitation to Bristol Bay villages

Bristol Bay Product Development

Familiarization trip to 3 wilderness areas, 4 villages and the regional hub of Bristol Bay with experienced Alaska tour guide operators Trip Purpose: Overview of natural and cultural richness of the area Establish feasible itinerary, emphasizing ‘eco-tourism’ Encourage entrepreneurship, prioritize use of local businesses and services Compare existing services with probable market demands, defer to local preferences for development Establish relationships, partnerships between local operators and those from outside the area

Copper River Stories Project Goal: highlight history of the Copper River and the creative resources of its people

Copper River Stories A week-long raft trip from Chitna to Cordova, gathering teacher and student artists and writers from the area Expedition Along the Copper River Illustrated: Skills and assets of local residents Area’s heritage and natural character Region-wide community-building Teaching & learning opportunities

PWS Port Marketing Project Goal: Increase the frequency, number & length of stay of cruise ship visits to Nome

PWS Port Marketing Tourism Report cruise issues: port infrastructure, air access, competition Lessons from Valdez Takes patience: talk with cruise lines; build relationships with companies, with the Northwest Cruise Association Good Logistics: easy, predictable, comfortable, on-route Visitor Experience: unique attractions, something different (“what is the one shining star?”); welcoming community Cruise Line Economic Benefit: 70% of passengers on shore excursions (expect a markup of 30-40%) Diverse Offerings: provide a range of activities at different costs; excursion capacities to match volume of passengers Marketing: give reasons for visitors to want to go Nome

Building from Past Work Structure to Build an Action Plan –Breakout Session #1: Market Groups –Full Group: Getting Organized for Action Reports from Market Groups Set Priorities/Categories for Action Groups –Breakout Session #2: Action Groups –Full Group: Action Groups Report Back –Next Steps: Setting Stage for Success CREATING AN ACTION PLAN :: resources for communities ::

Nome Area Tourism Demand, Potential & Infrastructure Study – Oct 03 Background on market trends, opportunities Preliminary action plan by market sector Small group, independents - ecotourism, cultural tours Birders Special Events- Iditarod Air Package Tours Hunting-Fishing Business Travel Winter Adventure Expedition Cruise (small boat “adventure” cruise) Visiting Friends and Relatives Needs review, refinement, implementation Building From Past Work

Set Breakout Group Topics List Questions to Answer MARKET DISCUSSION GROUPS :: resources for communities ::

Cruise (small boat “adventure” cruise) “Ecotourism” – see birds; hike, boat, climb, bike, view wildlife; includes small group tours, independents Culture and History Other – e.g., air package tours, events? Breakout Categories: Market Segments

Market: Who is coming today? How much local benefit? Issues & Barriers: What obstacles are preventing growth, limiting local benefits? Actions: what actions are most important to increase visitation, to increase local benefits? Breakout Questions to Answer

Market groups report to full group Full group discussion: priorities for action/topics for working groups GETTING ORGANIZED FOR ACTION :: resources for communities ::

What are the highest priorities for action? What categories for working groups? By market type (cruise, air, etc)? By geographic area (in town, out of town)? By type of strategy (attractions, access, marketing, etc.)? Membership of working groups? PRIORITIES/ACTION GROUP TOPICS

Port, Air Access, Cruise? In-Town Attractions and Events Out of Town Attractions, Events (ecotourism, village tours, road) Marketing PRIORITIES/ACTION GROUP TOPICS?

Create an Action Plan - for each Priority: –Objective –Action Plan details: What, When, Who, How? Report Back ACTION GROUPS DISCUSSION :: resources for communities ::

Strategies for Success Realistic Expectations Near-Term Success Clear Leadership Partnership/Support Monitor and Evaluate Progress GROUP DISCUSSION :: resources for communities ::

QUESTIONS? CONCLUSIONS? :: resources for communities ::