RCC - Agri-Tourism & Cultural Tourism Workshop Presentation


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RCC - Agri-Tourism & Cultural Tourism Workshop Presentation

  1. 1. Cultural and Agri-Tourism Development Workshop Presented by: David Beurle Kristin Dahl River Canyon Country December 2012
  2. 2. Cultural and Agri-Tourism Development WorkshopProgram Overview:• Connection to vision for tourism• Potential in this region?• Trends and the opportunities and impacts• Case-studies; the good, the bad and the ugly• SWOT of the region• Products and experiences• Where to from here?
  3. 3. A reality check….• Cultural and agri-tourism can be successful and rewarding.• But -there are more failures than successes– why? – Survival motivation – Lack of required skills – Limited scale and capital – Poor understanding of sophisticated market – Lack of coherent strategy and cohesion – Complex regulatory environment• Rural Tourism Studio very important.
  4. 4. RIVER CANYON COUNTRY – DRAFT 2030 VISIONRiver Canyon Country in 2030 is a region that is engaged toward a common future with aclear shared identity. The community has worked hard to build on values of quality education,health and creating an active lifestyle, and this has paid off in having a dynamic and highcaliber workforce and strong social capital. This is reflected in how our communityorganizations and volunteers work together in a coordinated and cohesive manner. Thiscohesion allows us to adapt and capitalize on new and emerging opportunities, whilemaintaining our strong community base. We value our people and invest in creatingopportunities for them to work, contribute and thrive in the region.We have beautiful landscapes, parks, and natural vistas, which are now connected by ahighly developed network of trails, by-ways and transport systems. We have a strongeconomic tourism infrastructure focused on leveraging our unique regional assets of localfood, outdoor recreation and cultural diversity and identity. Our thriving economy is built onour locally owned entrepreneurial businesses, and complemented by world-classdestinations. We are known worldwide for our authentic, family friendly and environmentallysustainable practices. We have become a renowned mecca for well managed outdoor andeco-tourism and cultural experiences that make us the ‘must-do’ destination for our manynew and return visitors from across the world
  5. 5. Connecting to the vision….• Where does cultural and agri-tourism support the vision?• What potential do you think this region has to become an iconic destination for cultural and agri-tourism?• How can this sector benefit the region?• What is the unique package of offering or niche the region offers?
  6. 6. FUNDAMENTAL PROPOSITION What is the unique destination and sector proposition? (This is compelling story about why you should come here; and, what you will get)
  7. 7. The source of observations and case-study material • A series of international study tours and site-visits • Work in North America and Europe • Travel Oregon’s long history and expertise in Tourism
  8. 8. Macro Trends – a quick scan
  9. 9. Global trends in agriculture• Emerging power of retailers – access to unique consumer information and control over supply chains• Farm gate cost-price squeeze is universal.• Globalization removing most trade and investment barriers.• Fewer larger players exerting more control over the food chain.• The role of Government is changing – less support but more regulation in areas of food safety What does this means for local Tourism?
  10. 10. Shifts in societal values• Concern about global climate change• Emerging new generational values• Health consciousness increasing – USA lagging• Desire for experienced-based activities• Stronger environmental awareness• Growing disconnect between urban and rural• Impact of economic meltdownWhat does this means for local Tourism?
  11. 11. Increasing consumer awareness•Increase in demand for organics•Debate about GM (and bans)•Re-examination of food systems- energy costs•Slow Food movement – alternative perspective•Mad cow disease – altered trust factor•Food recalls – contamination concerns (China, USA)What does this means for local Tourism?
  12. 12. Case Studies around the world Success and failure
  13. 13. Lessons for region from trends and case studies Group Discussion
  14. 14. Group work session SWOT Analysis
  15. 15. STRENGTHS• Low cost, low-hanging natural resources to build our tourism economy from (rivers, lakes, birding, farming)• There are a lot of businesses out there that would like to see their businesses grow• ‘Get Real’ – it’s a real place, not manufactured, it is old (original) mainstreet• Between two populations centers (Bend, Portland), between two airports• Still offer the small-town experience (less crowded/populated)• Have a stout set of cultural and agricultural assets already; Products have grown organically• entrepreneurial spirit exists, particularly in cultural/agricultural arena• Isolation has stimulated a ‘can-do’ environment• Farms are 320 acres or less, operated by one family  open to evolution and adaptation• Near/on Hwy 26 and Hwy 97• Similarly being off the beaten path• A resilience / adaptability even despite global trends
  16. 16. WEAKNESSES• Lack of capacity to promote/market an event likely due to a lack of knowledge of ‘how-to’ & resources• Region is outside the fast-responding media; events/issues not covered – Mistrust of key media outlets• An unwillingness from farm business owners to open an agritourism business – regulations?• It is also daunting for a small farmer to open an agritourism business due to the regulatory environment – Fear of what could jeopardize my business potentially• Seasonality – mt pass becomes a barrier during winter months• Pioneering spirit can also be self-limiting and hamper collaboration• Difficult for one-family farm owner to expand their services• Lack of a destination marketing organization for this destination (this region) within current activities / organizations• Crime, drugs, alcohol issues due to location to I-97; rapidly declining transportation infrastructure
  17. 17. OPPORTUNITIES• A tourism ambassador program who could be familiar with all the opportunities in the region• Build upon the region’s recognition as an outdoor recreation destination• GOOD WEATHER: 300 days of sunshine• Build our story line and differentiate the experience here in the region• Wide variety of ag• Things already happening here that we can branch out from – possibility of broadening audience for knitting events, etc. Possibility to ‘knit these experiences together’• To collaborate• Build a coherent regional strategy that is inviting to entrepreneurs as well as strategically engaging public agencies• Museum @ Warm Springs celebrating its 20th Anniversary -- 2013
  18. 18. THREATS• Fear of local laws/ordinances for business start ups – and the reality of these• Reaching carrying capacity – how much can we grow in areas that may be at risk of being ‘loved to death’• Large projects imploding leaving a major void• Energy crisis• Perceptions of what’s here – peoples only experience may be driving through on Hwy 26 or Hwy 97• Tax-funded initiatives coming and going• Short term vs long-term thinking
  19. 19. Cultural and Agri-Tourism – a framework
  20. 20. What are you selling?• Experiences – Connection to nature / cultural / rural / outdoors – Romantic / Healthy / Quiet / Adventure / Cultural – Educational / Learning / Connecting• Goods – Food (local and retail) – Specialty products (oils / soaps) – Crafts /Artifacts / Art
  21. 21. Where do you sell it?• Site based destination (e.g. farm) – ‘Value-add’ occurs on farm. – experience and goods only available ‘on-site’.• Regional / community destination – ‘Value-add’ occurs in regional context – somewhere in region or associated with region. – Experience and goods available in off-farm locations; but strongly connected to rural / agricultural context – generally only available within the specific region.
  22. 22. Agri-Tourism product matrix Site Destination Regional destinationExperienceGoods
  23. 23. Agri-Tourism product matrix Site Destination Regional destinationExperience •Farmstay / B&B / Spa •Festivals / Events •Farm Events (tulips) •Regional food /cuisine •U-pick/ harvest •Food and wine trails •Working farm holidays •Gourmet treks •Farm / Ranch education •Culinary schoolsGoods •Wines and oils •Farmers markets •Organic / fresh foods •Regional retail branding •Arts and crafts •Specialty outlets •Roadside stalls •Food baskets
  24. 24. Pros and Cons Site Destination Regional destinationExperienceGoods
  25. 25. Pros and Cons Site Destination Regional destinationExperience •On-farm issues – liability and •Lot of work; complex people in house organization; but big premiums •Potential restrictions on •Difficult to quantify direct benefits activities •Subject to volatile economy •Often personality based and •Large scale – requires collaboration time demanding – in competition •Discerning customers (fussy) with mgt time •Build off other assets in region •Can be rewardingGoods •Can be difficult to extract •Can be expensive to support premium (except with capital •Chance of failure is higher intensive iconic wines /oils •Quality and consistency are key •Potential for saving out of value issues chain (cut out steps) •Difficult to compete with big •Easy to control reputation chains and alliances
  26. 26. Building the industry• Key products / events / experiences that can be leveraged?• What cross-linkages need to be created?• What gaps are there?• How does cultural and agricultural tourism l link into overall RCC offering`?
  27. 27. Action Steps…• How else needs to be at the table?• What partnerships are needed?• Key priority action steps?