Developing Tourism in Rural Communities

Geotourism: The New Trend in Travel

• At least 55.1 Million Americans Classified as Geotourists

• 80% of those surveyed highly value outstanding scenery

• 74% prefer educational experiences

• 61% believe their experience is better when destination preserves its natural, historic & cultural sites

• 58% view travel as an opportunity to try local foods and cuisine

• 50% feel it’s important to learn about people with ethnic heritages different from their own and to experience the local culture

Through Geotourists’ Eyes

Residents take their surroundings

for granted.

Become a tourist in your own

community.

Take stock of assets that conjure a

unique sense of place.

What Makes Your Community/RegionUnique?

Environmental Assets

Mountains

Geologic Formations

Lakes/Rivers

Parks

Campgrounds

Old Growth Forest; Petrified Forest

Outdoor Recreation

Hiking

Cycling/Mountain Bike Riding

River Floating/Boating/Canoeing

Wind Surfing

Golf

Fishing

Camping

Agriculture/Culinary

GrowersDairiesCheese ProducersWineries/VineyardsBreweriesFarmers’ MarketsRoad Side StandsU-Pick Produce/FlowersRestaurants

Heritage/CultureHistoric Sites/Landmarks/Buildings

History/Heritage Tours

Interpretive Centers

Pioneer Cemeteries

Museums

Art Exhibits

Tribal Culture

Ethnic Influences

Events

Lodging Venues

• Unique Local (B&Bs, Historic Inns)

• Family-Friendly

• Pet-Friendly

• Group Accommodations

• Convenient Locations

• Amenities

PeopleTour Leaders

Historians

Farmers

Winemakers

Chefs, Restaurant Owners

Lodging Managers, Hosts

Event Organizers

Tribal Leaders

Youth Leaders

Partnering & Packaging

3-3-Sleep

Collaborate to create memorable experiences

Expand Your Knowledge Base

• Collect information that is useful to tourists and potential partnering organizations.

• Consider establishing a stakeholder group

Mission: To define, promote and celebrate the Olympic Peninsula’s unique culinary experience, educate consumers, and ultimately establish the region as a niche destination to enhance economic development and the region’s tourism product.

• Started with an “interest meeting” hosted by Olympic Peninsula Visitor Bureau

• Invited participants included growers, seafood suppliers, wineries, restaurant owners, chefs, lodging venues, destination marketing organizations.

• Purpose of Meeting: Bring to forefront need for cross-industry collaboration to create, package & promote unique culinary experiences to raise visibility of region as culinary tourism destination

• Evolved to formal 501 (c) 6 Organization

• Much collaboration centered around website

Creating Authentic Experiences

1. Culinary/Agritourism (3-3-Sleep)

Breakfast at a local B&B or Inn featuring farm-fresh eggs, locally-grown produce and fruit, muffins fresh from a local bakery.

Farm Tour followed by a trip to Farmer’s Market led by a local chef; shop with chef for produce and herbs to be used in cooking demonstration/class at local restaurant.

Enjoy lunch paired with local wines.

Day hike or cycling followed by visit to a local winery or two .

Dinner at restaurant featuring a local specialty dish.

Return to B&B for coffee and conversation with hosts & other guests.

Creating Authentic Experiences

III. Outdoor Adventurists (3-3-Sleep)

Hearty breakfast at a local restaurant featuring locally-grown produce, fruit & berries, “local specialty dishes,” fresh breads/breakfast pastries baked in-house or from local bakery.

White Water Rafting or Kayaking Trip

Stop by Farmers’ Market and pick-up picnic lunch; enjoy at a local park.

Day hike or mountain bike ride on local trails.

Dinner at restaurant featuring authentic Mexican food.

Dance to live music at local pub.

Sleep at local Inn.

Creating Authentic Experiences

II. Heritage Tourism (3-3-Sleep)

Breakfast featuring farm-fresh eggs, locally-grown produce and fruit, and fresh-baked breads at restaurant located in a historic building.

Guided tour of historic buildings & sites (Guide should be a knowledgeable storyteller).

Lunch at a local “hole in the wall” known for a specialty dish.

After Lunch Activity: ???

Grab dinner at a local fair or community event/celebration.

Sleep at historic inn or B&B.

Creating Authentic Experiences:An Exercise

• Package TWO authentic experiences that your community can offer tourists.

• Work alone or in groups with others located in your community or region

• Target TWO different tourism niches

• Follow 3-3-Sleep Pattern

• Share

Another Sample ItineraryOlympic Peninsula Visitor Bureau & Jefferson County Tourism

Coordinating Council Spring Marketing Campaign

• Radio Promotional Opportunity: Outdoor Getaway Gift Basket

• Cycling Theme; Must Represent Jefferson & Clallam Counties

• Long Weekend or Multiple Trip Package

• Suggested Itinerary

• Vendor Contribution

Day 1: Check in at the Resort at Port Ludlow. Enjoy cycling quiet roads surrounding this golf and recreational community; walk the interpretive path to Ludlow Falls. Drive to Port Townsend and explore the town; visit PT Cyclery and purchase cycling necessities with gift certificate. Stop in Port Hadlock for dinner at the Ajax Café.

Day 2: Morning drive to the Jamestown S’Klallam Tribal Center in Blyn. Park and access the paved Olympic Discovery Trail. Ride trail to John Wayne Marina and enjoy lunch at the Dockside Grill. Continue on Olympic Discovery Trail through Sequim to Port Angeles. Stop for dinner in town. Continue on trail to Inn at Rooster Hill, Port Angeles (ride is approx. 23 miles).

Day 3: Ride to Adventure Bike Tours in Port Angeles for half-day guided mountain bike tour on Olympic Discover Trail Adventure Route (sack lunch provided by Inn at Rooster Hill). Lunch and afternoon wine tasting at Harbinger Winery (nextdoor to Adventure Bike Tours). Ride Olympic Discovery Trail back to Port Angeles for dinner, then on to the George Washington Inn for overnight stay.

Day 4 Ride back to Jamestown S’Klallam Tribal Center and pick-up car.

Our Community at Work: Painting the Town

• Community collaboration project to beautify Port Angeles’ historic downtown core

• Turned negative situation (imposed period of isolation due to bridge Hood Canal Bridge closure) into a positive opportunity

• Initiated by two local “movers and shakers”

• Started with stakeholder meetings

• Outreach to Downtown Association, Chamber of Commerce, building and business owners, architects and interior designers, suppliers (building supply, millwork, paint and hardware businesses), restaurants, food banks, community organizations, youth groups, individuals, local artists, media

Our Community at Work: Painting the Town

• Followed Adopt-A-Building Concept

• Volunteer steering committee organized volunteer workers, packaged supplies and food donations to feed the workers

• Local artists helped fill vacant storefront windows with painted murals and “art barrels” (auctioned in fall to support new Arts Council)

• Between April 2009 – October 2009, 41 buildings were scrubbed, polished & painted and landscapes cleaned-up and replanted

• Process included lessons learned, celebration and a Beautification Award

Our Community at Work: Painting the Town

Conclusion

Partnering and Packaging are Powerful Tools for Developing Tourism in Rural Communities