1. 1 Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism Steve Burr, Extension Specialist in Outdoor Recreation and Tourism Karen Biers, Extension Specialist in Entrepreneurship/Home-Based Business

2. 2 Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism l Utah Tourism at a Glance—2000 l Tourism in Rural Utah Tourism Dependence and Economic Benefits l Tourism as a Development Industry and Rural Tourism Development l Natural Resource Based Tourism l Utah’s Tourism Product

3. 3 Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism l Developing a Package of Tourism Experiences l Natural Allies Outdoor Recreation Nature Tourism Agricultural Tourism Heritage Tourism l Marketing Heritage Tourism Products

4. 4 UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development l Estimated 17.8 million non-resident person-trips to Utah l 750,000 international visitors l $4.25 billion in traveler spending for Utah’s economy

5. 5 UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development l Tourism is among Utah’s “Top 5” economic activities (manufacturing, trade, services, government) l $340 million generated in state and local tax revenues l $155 per Utah resident generated by out-of-state tourists l These taxes help pay for services and infrastructure that residents enjoy.

6. 6 UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Employment l 121,500 total jobs in travel and tourism related industries 68,000 direct jobs 53,500 indirect/induced jobs l Represents 11.3% of total non-agricultural employment

7. 7 UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Six counties— Salt Lake, Summit, Utah, Washington, Davis, Weber— account for 80% of tourism-related spending and employment in the state.

8. 8 Tourism in Rural Utah Counties with smaller populations, located largely in rural Utah, can be much more dependent on tourism dollars than large metropolitan counties.

9. 9 Tourism Dependence % of Total Employment in Tourism-Related Jobs

10. 10 Tourism Dependence % of Total Employment in Tourism-Related Jobs

11. 11 Tourism as a Development Industry l Tourism relies on the development and utilization of natural, historical, cultural, and human resources in the local environment as tourist attractions and destinations. l Tourism creates recreational uses for natural and human-made amenity resources and converts these into income producing assets.

12. 12 Rural Tourism Development l Great interest in rural tourism development to help diversify and stabilize rural economies. l Tourism can be part of the “economic mix” in rural communities. l Maintain tourism at an appropriate scale; an appropriate part of overall economic activity.

13. 13 Ensuring Continued Positive Economic Benefits... “We need to ensure continued positive economic benefits from these visitors, so it is important to protect and enhance those aspects of the state that draw them here in the first place.” Governor Michael O. Leavitt, “Quality Tourism Needs Quality Growth,” in Travel Barometer, Utah Division of Travel Development, February 1999

14. 14 Natural Resource Based Tourism l Based on Utah’s natural resources and amenities l Rural communities have attractive natural resources and amenities. l Opportunities exist for a variety of tourism-related businesses.

15. 15 Utah’s Tourism Product Natural Resources & Cultural Amenities Landscape Diversity—Alpine to Redrock Spectacular Wildlands & Wildlife Western Experience and Values Mormon Pioneer Heritage Farming/Ranching Heritage Native American Heritage

16. 16 Utah’s Tourism Product l The people of Utah… Proud Heritage Industrious Friendly Neighborly Caring Strong Family Values Diversity

17. 17 Opportunities in Rural Tourism Development Focus on development of compatible, dispersed tourist businesses that help vitalize the local economy. “Destination Tourism” versus “Windshield Tourism”

18. 18 Tourism Trends l People are taking more frequent, shorter vacations, rather than one long vacation each year. l There is a growing interest in vacations that involve active participation, experiencing, and learning. l There is a steady interest in outdoor recreation activities by tourists.

19. 19 Trends Due to Demographic, Economic, and Cultural Changes l Increasing urbanization of the U.S. l Aging of the U.S. population l Shrinking size of households l Increases in discretionary income l Increase in two income households l Increasing interest in and concern for the natural environment

20. 20 Develop a Package of Activities & Experiences l Today’s tourists are willing to pay for quality experiences, services and products, but there must be enough activities and places to visit. l Develop a quality package of activities & experiences to both attract visitors and convince them to make an extended trip.

21. 21 Natural Allies l Outdoor Recreation l Nature Tourism l Agricultural Tourism l Heritage Tourism

22. 22 A Package of Tourism Experiences l Steady public interest in the use of our natural resources for Outdoor Recreation activities. l Increasing interest in experiencing the activities of the farm or ranch for Agricultural Tourism. l Growing interest in our significant cultural and historic resources for Heritage Tourism.

23. 23 Outdoor Recreation l Remains among the top purposes for leisure travel in the U.S. Almost 80% of tourists say scenery is one of their top considerations in selecting a destination for travel.

24. 24 Outdoor Recreation Fastest growing recreation activities:  birding/wildlife observation  walking/hiking/backpacking  snowmobiling/OHV driving  bicycling/mountain biking  snow skiing/snowboarding  swimming  canoeing, kayaking, rafting

25. 25 Nature Tourism and Tourists l Discretionary travel to natural areas that conserves the environmental, social, and cultural values, while generating an economic benefit to the local community. l Travelers who spend time and money to experience the outdoors, and learn more about a particular destination with a concern for minimum impact and sustainability.

26. 26 Nature Tourism Nature Tourism, particularly wildlife watching and birdwatching,...is one of the fastest growing sectors in the travel and tourism industry.

27. 27 Agricultural Tourism The act of visiting a working farm, working ranch, or any agricultural, horticultural, or agribusiness operation...

28. 28 Agricultural Tourism...for the purposes of enjoyment, education, and active involvement in a variety of activities and experiences.

29. 29 Agri-Tourism includes... Dude or Guest Ranches Pick Your Own Produce Roadside Stands Farm and Ranch Educational Tours Farm and Ranch Bed & Breakfasts Agricultural Heritage Festivals & Fairs Tasting Events Ag Museums

30. 30 Agri-Tourism is Value Added Complementary Items or Activities On-Farm/Ranch Camping Fishing & Hunting Guided Tours Wildlife Observation Birdwatching Nursery Plants Honey Local Arts & Crafts Places to EatRefreshments “Your Ranch” T-Shirts Outdoor Recreation Heritage Activities Wild Flowers Gardens

31. 31 Heritage Tourism Discretionary travel to areas rich in significant cultural and heritage resources worthy of preservation

32. 32 Heritage Tourism l Conserves local social and cultural values, while generating an economic benefit to the local community. l Heritage Tourists spend time and money to experience local culture and heritage, and learn more about a particular destination.

33. 33 Heritage Tourism Activities Festivals & Special Events Museums Visits to State/ National Parks Shopping & Dining Arts & Crafts Music Song Dance Historic Buildings Architecture Rendezvous Gatherings Traditions & History Interpretation Guided Tours Living History Driving Tours Scenic Vistas Ethnic Foods Heritage Sites

34. 34 Product Development and Marketing To maximize potential economic impact, individuals and communities need to develop products and marketing strategies based on knowledge of different market segments. Navajo Story Basket by Lorraine Black Courtesy Utah State Folk Art Collection

35. 35 Marketing Heritage Tourism Products l Effective marketing is essential to managing and promoting quality tourism development. l Marketing the Heritage Tourism Product Identification and Development Positioning the Product Targeting the Market

36. 36 What is Heritage? l Utah people learn from families, neighbors, religious communities, and ethnic communities. l Each of these groups provide wisdom and knowledge that is handed down from generation to generation. l Over time this knowledge and wisdom results in a unique blend of cultures and traditions that is called heritage.

37. 37 Marketing Heritage Tourism Products l Product Identification Inventory community/regional resources, including artisans and crafters. l Categories of Heritage Products Folk Art Heritage Food Heritage Experience Historical Reproduction Fine Art Utah Artisan Handicraft

38. 38 Marketing Heritage Tourism Products l Identification and Development “Really getting to know a community’s cultural resources requires considerable familiarity with grassroots artists and craftspeople ….” Robert Cogswell, 1996

39. 39 Marketing Heritage Tourism Products l Product Development Incorporate products into a community/regional package of experiences. Focus on sustainability. l Positioning the Product Niche marketing l Targeting the Market

40. 40 What are Heritage Products? l Products produced in a region that are representative of its history, heritage, and culture. l Broadly defined to include crafts, furniture, food, textiles, pottery, art, and other products which reflect the local heritage and can be marketed to tourists.

41. 41 Heritage Products l Utah’s artisans and crafters create beauty to adorn everyday existence and this artistry serves as a measure to preserve cultural identity.

42. 42 Heritage Products l Heritage products are grounded in the creator’s roots and might include: Native American Heritage Native American Folk Art Pioneer Heritage Rural Folk Art Farming/Ranching Heritage Occupational Folk Art

43. 43 Heritage Products Native American Folk Art Shoshone Moccasins by Hazel & Wallace Zundel Courtesy Utah State Folk Art Collection

44. 44 Heritage Products Native American Folk Art Navajo Wood Carvings by Rena & Harrison Juan Courtesy Utah State Folk Art Collection

45. 45 Heritage Products Native American Folk Art Navajo Sandstone Toy by Homer Warren Courtesy Utah State Folk Art Collection

46. 46 Heritage Products Native American Folk Art Cradleboard by Patty Dutchie Courtesy Utah State Folk Art Collection

47. 47 Heritage Products Native American Folk Art Navajo Story Basket “Home of the Butterflies” by Mary Holiday Black Courtesy Utah State Folk Art Collection

48. 48 Heritage Products Rural Folk Art Hidden Crochet Sego Lillies by Ada Jensen Courtesy Courtesy Utah State Folk Art Collection

49. 49 Heritage Products Rural Folk Art Woodcarvings by Ken Kind Courtesy Utah State Folk Art Collection

50. 50 Heritage Products Rural Folk Art Hooked Rug by Ferl Blackburn Courtesy Utah State Folk Art Collection

51. 51 Heritage Products Rural Folk Art Mormon Pine Single Lounge by Dale Peel

52. 52 Heritage Products Rural Folk Art Loomed Rag Rug by Ron Bushman

53. 53 Heritage Products Occupational Folk Art Hobble by DeWitt Palmer and Lisa Shaw Quirt (whip) by Max Godfrey

54. 54 Heritage Products Occupational Folk Art Horsehair Hackamore by Lynn Cuch

55. 55 Establishing Heritage Products l Provide technical assistance for local artisans and crafters: Planning Promotion Pricing Production Legalities of Operating a Business

56. 56 Establishing Heritage Products l Planning What do you want to achieve? What objectives will result in achievement?

57. 57 Establishing Heritage Products l Promotion Be objective What are you selling? consider the market, not the medium Uniqueness of product hangtag history/background

58. 58 Establishing Heritage Products l Promotional Materials Brief biography (1st person) News release piece (3rd person) Personal or cultural statement What the art form means to you/your community Artistic statement Resume Brochure/photographs/business cards

59. 59 Establishing Heritage Products l Pricing Actual costs of production Price tourist is willing to pay Woodcarving by Roger Chamberlain

60. 60 Establishing Heritage Products l Production Time intensive Other support in the community Resources

61. 61 Establishing Heritage Products l Legalities Business structure Insurance Business license Regulations specific to type of business Zoning

62. 62 Suggestions for Getting Started l Make use of human and financial resources. l Set priorities and measurable goals. l Protect and manage your resources. l Look to the future as well as the present. l Be sure the choices you make now will improve your community for the long run.

63. 63 Suggestions for Getting Started l Develop a multi-year, many-tiered marketing plan that targets your market. l Look for partners in local, regional, state, or national groups.

64. 64 Utah Heritage Areas and Corridors A special initiative of the Utah Department of Community and Economic Development Administered by the Utah Division of State History

65. 65 We’d like to hear from you! Dr. Steve Burr Extension Specialist Outdoor Recreation and Tourism Utah State University 5220 Old Main Hill Logan, Utah 84322 (435) 797-7094 swburr@ext.usu.edu Karen Biers Extension Specialist Entrepreneurship/ Home Based Business Utah State University 2949 Old Main Hill Logan, Utah 84322 (435) 797-1534 karenb@ext.usu.edu

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