McKENZIE RIVER VALLEY FEBRUARY - MAY 2011

Your Dream Destination!WORK WITH OTHERS AT YOUR TABLE…

Depict your dream destination -

• What would you find here – what would you see, smell, taste or experience?

• Where and what would you eat? • Where would you stay? • How would you get from place-to-place?• How would interact with the community?• How much would it cost? And where would

your money go?

McKENZIE RIVER VALLEY FEBRUARY - MAY 2011

PARTICIPANT INTRODUCTIONS

In 30 seconds or less…

• Name• Where you live• What kind of work you do

(organization/affiliation)• What is one thing that you want to

accomplish in the community as a result of this program

PROGRAM WORKSHOPS

• Community Tourism Planning

• Nature Based Tourism Dev: Tues March 15th• Bicycle Tourism Dev: Wed March 16th

• Cultural Heritage Tourism Dev: Tues April 19• Agritourism Product Dev: Wed April 20• Marketing on a Shoestring: Tues May 17• Fundraising & Action Teams:

Wed May 18

PROGRAM EVENTS

• Evening for Entrepreneurs – Tues March 15

– 6:00–9:00pm @ Holiday Farm Resort– Small business development tools & resources

• Community Tourism Kickoff – Wed May 18th

– 5:00–7:00pm, place TBD

PROGRAM GOALS

Raise the awareness and understanding of the value of the tourism industry and important trends

Engage a broad cross-section of the community –including civic and business leaders – in a dialogue to identify strengths and opportunities for capitalizing on trends in the tourism industry

Spark creativity and enthusiasm in community leaders to contribute to making Oregon a premiere tourism destination

Connect community and business leaders with resources to help develop new authentic tourism products and leverage the assets they have

Pg. 9

PROGRAM GOALS

Develop tourism experiences and products that sustain or enhance the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents

Stimulate new local business development

Establish positive relationships between community leaders and the state’s tourism development and marketing organizations

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! • Complete a workshop evaluation after each session

(sent to you via email)• Work actively with the local steering committee to

assist with implementing priority actions

MATCHING GRANT$ • After successful completion of the Oregon Rural Tourism

Studio, one matching grant application may be submitted by a participating member of the local Rural Tourism Studio Steering Committee for up to $10,000 in matching grant funds.

• Application can contain up to three different projects; however,the grant request may not exceed $10,000.

• There is a 1-to-1 match on the matching grant funds received and up to half of the match can be in-kind.

• Matching grant projects must be aligned with and in support of the local priorities identified in the Rural Tourism Studio program.

TODAY’S AGENDA

• Opening Dream Destination activity• Welcome and participant introductions• Program overview• Overview of the tourism industry in Oregon• Trends in tourism • Asset mapping for tourism

TOMORROW’S AGENDA

• Welcome and participant introductions• Sustainable tourism – setting the context

– 8 Principles• The destination experience & branding• Creating a community vision for tourism• Defining goals • Developing creative strategies for action

(project ideas!!)

GROUND RULES

• Keep an open mind

• Actively listen

• Share air time

• Be early and often

• Contribute to moving forward

• Enjoy the process

Oregon Tourism Industry

Tourism Trends

ASSET MAPPING

• Outstanding places to stay• Unique culinary experiences • Tourism amenities• Outdoor recreation assets • Unique retail or attractions • Tour opportunities • Quality events • Significant cultural and historical sites or stories • Marketing & public relations assets

JOHN DAY RIVER TERRITORY OCT 2010 – JAN 2011

SUSTAINABILITY…development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

- Brundtland Report, 1987

Photo by Jeffrey Lee Mishler, © 2003. For more photos, visit www.JeffreyLeeMishler.com.

SUSTAINABLE TOURISM…

1. Is integrated with and respectful of the culture, homeland, heritage, and people of a place;

2. Provides a unique and authentic experience for the visitor;

3. Generates localized economic development benefits;4. Has a balanced or beneficial impact on the

environment;

SUSTAINABLE TOURISM…

5. Generates revenue that is invested in conserving and enhancing the unique features of the community;

6. Provides an educational experience for the visitor that leaves them enriched and inspired to create positive change at home;

7. Encourages diverse parties to work together to create new opportunities and to address common challenges; and

8. Serves target markets that are profitable, with promising long term viability.

SUSTAINABLE TOURISM…

Refers to a level of tourism activity that can be maintained over the long term because it results in a net benefit for the socio-cultural, economic, and natural environments of the area in which it takes place.

(ICOMOS 2002)

TRIPLE BOTTOM LINE

An expanded baseline for measuring performance, adding socio-cultural and environmental dimensions to the traditional economic benchmark; a positive triple bottom line in tourism means a net:•Improvement in conservation of the natural environment;•Social benefit for local communities;•Profit for business owners and shareholders; and•Gain for national and regional economies.

TRIPLE BOTTOM LINE

PEOPLEPLANETPROFIT

GEOTOURISM

Geotourism is defined as tourism that sustains or enhances the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents.

Source: National Geographic Center for Sustainable Destinations

Why should we care?

DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACE

Touring R & R Entertainment

touring‐style tourismrelies on human and physical character of place

ACTIVITIES• sightseeing• history• nature• scenery• hiking / Nordic  skiing• local shopping• typical cuisine• photography• culture & festivals

Photo by Sue Parsons, Flickr

Photo by Peter Marbach

touring‐style tourismrelies on human and physical character of place

ACTIVITIES• sightseeing• history• nature• scenery• hiking / Nordic  skiing• local shopping• typical local cuisine• photography• culture & festivals

CHARACTERISTICS

• Diffuse impact 

• Human powered

• Supports small businesses

• Requires protecting nature 

and heritage

• Needs architecture, 

landscapes, culture unique to 

the locale.

R & R tourismdepends only on physical character of place

ACTIVITIES• coastal resorts

• golf

• downhill skiing

• water sports

• vacation homes

R & R tourismdepends only on physical character of place

ACTIVITIES• coastal resorts

• golf

• downhill skiing

• water sports

• vacation homes

CHARACTERISTICS• risk of sprawl

• environmental impacts

• opportunity for architecture, 

landscaping, cuisine, day tours, 

that suit the locale

entertainment‐style tourism manufactured attractions do not depend on 

character of place

ACTIVITIES• theme parks

• outlet malls

• amusement parks 

• convention centers

• sports arenas 

• casinos

entertainment‐style tourism manufactured attractions do not depend on 

character of place

ACTIVITIES• theme parks

• outlet malls

• amusement parks 

• convention centers

• sports arenas 

• casinos

CHARACTERISTICS• changes nature of locale

• high impact

• mass tourism

• high traffic

• high employment generator

DESTINATION STYLE DRIFT . . . if development unchecked, unguided 

Touring R & R Entertain-ment

Unspoileddestination

SPOILED ?

Visit Beautiful Visit Beautiful Oregon!Oregon!

Plog’s psychographic continuumAfter Stanley C. Plog, PhD

VENTURERS PAROCHIALS(DEPENDABLES)

Venturers

Near-Venturers

Near-Parochials

Parochials

Centric-Venturers

Centric-Parochials

“MATURE” DESTINATION

BACK TO THE PRINCIPLES…

1. Sustainable tourism is integrated with and respectful of the culture, homeland, heritage, and people of a place;

TIMBERLINE LODGE ON MT. HOOD

KAHKAH--NEENEE--TATAWARM SPRINGS RESERVATIONWARM SPRINGS RESERVATION

KUNA YALA PANAMA

2. Sustainable tourism provides a unique and authentic experience for the visitor;

LOCALHISTORY

PORTLAND BRIDGE PEDAL

DAS PARK HOTELOttensheim, Austria

3. Sustainable tourism generates localized economic development benefits;

LOCAL MUSIC

LOCAL CUISINE

LOCAL MARKETS

Photo courtesy of Jeff Behan © 2008

LOCAL CRAFTSEugene Saturday Market

LOCAL ART

LOCAL ART

LOCAL GUIDES

LOCAL FISHERMEN

LOCAL SHOPKEEPERS

Photo by Iercercle

BUSTLING MAIN STREETS

$$$$ NEED TO STAY LOCAL

4. Sustainable tourism has a balanced or beneficial impact on the environment;

Why do this?

• 80% of American travelers consider themselves as environmentally conscious

• 51% claim despite the economic downturn they still want to patron good (sustainable) businesses

(Source: Travel Industry Association and Ypartnership, 2009)

Eight out of 10 (78%) U.S. adults consider themselves "environmentally conscious"

• 85% turn out the lights when they leave a room;

• 67% practice energy efficiency by regulating air conditioning and heating when not at home;

• 53% keep showers short.

(Source: Travel Industry Association and Ypartnership, 2007)

Thirty-two percent of those surveyed said they will be more environmentally conscious in their travel decisions this year, as compared with 26 percent last year.

(Source: TripAdvisor 2009)

USE OF NATURAL FEATURESSokol Blosser Wine Cellar - Dundee, OR

• underground chamber naturally stays cooler

• rounded profile blends in with landscape

For more information, visit the Sokol Blosser Winery website at www.sokolblosser.com

Photo courtesy of Sera Architects, © Sera Architects, www.serapdx.com

APPROPRIATE TECHNOLOGYOregon Parks & Rec Dept. Composting Toilets

Smith Rocks, Oregon

The system was designed and fabricated by Biological Mediation Systems, Inc., of Colorado.

• virtually odorless

• solar power used to drive ventilating fan

• less frequent removal of remaining solids

• compost used for fertilizer

GREEN DESIGNMONTEREY BAY SHORES RESORT

MONTEREY BAY SHORES RESORTRooftop solar panels & living walls

5. Sustainable tourism generates revenue that is invested in conserving and enhancing the unique features of the community;

Example: Lindblad ExpeditionsInternational Ecotourism Company

Lindblad seeks to travel in an environmentally responsible way, leaving the places they visit as they found them.

Photo of research station by Holly Gordon and photo of the M/S Polaris by L, Arnold Frederick off of the Lindblad Expeditions website at www.Expeditions.com.

They raise money from their guests to support local conservation efforts in the regions where their vessels operate.

LUANG NAMTHA, LAOS

Photos by Kristin Dahl Photos by Kristin Dahl ©© 20032003

Revenue used for community projects such as primary schools & health education.

Locals are certified as hiking and raft guides. Profits used to establish a local tourism association.

LAPA RIOSCosta Rica

Photos from the Lapa Rios website at http://laparios.com/laparios.htm.

A portion of profits to support local schools.

Guided tours with local guides help support the ongoing maintenance and land preservation.

DOLLARS A DAY for Conservation ProgramAlaska

For more information visit the Alaska Wilderness Recreation and Tourism Association website at http://www.awrta.org/dollarsaday.html. Photo of Juneau, Alaska by Craig Dahl, 2002.

During 2001, 35 AWRTA business participants of the program raised over $25,000 for conservation organizations.

UNICEF’S TAP PROJECT

HEATHMAN HOTEL

&

FRIENDS OF FOREST PARK

Globally, “voluntourism” is one of the fastest growing segments of the travel market

Why do this?

6. Sustainable tourism provides an educational experience for the visitor that leaves them enriched and inspired to create positive change at home;

KOTOWA COFFEE TOURS Boquete, Panama

EDUCATIONALVOLUNTEER VACATIONS

7. Sustainable tourism encourages diverse parties to work together to create new opportunities and to address common challenges; and

South African National ParksHoerikwaggo Trail

- short video -

Oakridge, Oregon

METHOW VALLEYMulti-Use Trails

Taken from the Methow Valley Sport Trails Association website atTaken from the Methow Valley Sport Trails Association website at http://www.mvsta.comhttp://www.mvsta.com. .

•• 125 miles of multi125 miles of multi--use trails (winter use trails (winter & summer activities)& summer activities)

•• Many public access points, Many public access points, connecting two townsconnecting two towns

•• Links Nordic trail system, Pacific Links Nordic trail system, Pacific Crest trail, hikers and mountain Crest trail, hikers and mountain bikersbikers

•• Formed a private nonFormed a private non--profit to profit to coordinate marketing, events, coordinate marketing, events, maintenancemaintenance

8. Sustainable tourism serves target markets that are profitable, with promising long term viability.

Sightseeing/ Adventuring

Culinary tourism

Civictourism

Cultural tourism

From eco‐ to geo‐

Ecotourism(nature)

Heritage tourism

Indigenous tourism

GEOTOURISM

Agri‐tourism

All place‐based types of tourism =

the ENTIRE destination

Manage tourism so that it pays to protect the place, not destroy it.

Committed groups - unfocused

Committed groups – focused