Agritourismnewlogo2009
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  • At Virginia Tourism we Share the Love….we market and sell Virginia by telling everyone that whatever you love in a vacation you can find it in Virginia. As an entrepreneur you need to market and sell your business and your product….so how do we do that? As with all good marketing campaigns it begins with research We look to see how many people we are attracting now-55 Million, what they are spending—18.7 Billion and how that impacts the state’s economy—2.4 Billion in State and local taxes so that we can establish benchmarks for growth. We then take a look at the demographic profile of our visitors and we study current travel trends and the competition- The who,where, what, and competition of the your Marketing plan Work with your local SBDC or DBA for help with your research.
  • At Virginia Tourism we Share the Love….we market and sell Virginia by telling everyone that whatever you love in a vacation you can find it in Virginia. As an entrepreneur you need to market and sell your business and your product….so how do we do that? As with all good marketing campaigns it begins with research We look to see how many people we are attracting now-55 Million, what they are spending—18.7 Billion and how that impacts the state’s economy—2.4 Billion in State and local taxes so that we can establish benchmarks for growth. We then take a look at the demographic profile of our visitors and we study current travel trends and the competition- The who,where, what, and competition of the your Marketing plan Work with your local SBDC or DBA for help with your research.
  • Who is coming? Surprisingly, 62% of Virginia’s visitors arrive in parties of 2 or less. 38% in parties consisting of three or more. These visitors are between the ages of 25-65 years old, 90% are repeat visitors and they earn an average of $75K plus per year
  • Southern Virginia is rich in family farms, agriculture and agriculture heritage….so for 2009 I will work with VCE, VDACS, and others to create an Agritourism Trail in Southern Virginia to support the workshops Martha Walker and I will be brainstorming in early 2009 about how to make this work…who to bring to the table and how to keep this sustainable after it is created. Officially, agritourism is defined as any activity carried out on a farm or ranch that allows members of the general public, for recreational, entertainment, or educational purposes, to view or enjoy rural activities, including farming, wineries, ranching, historical, cultural, harvest-your-own activities, or natural activities and attractions. An activity is an agritourism activity whether or not the participant paid to participate in the activity (Virginia SB 38, Approved in July 2006). For most people, agricultural tourism refers to a visit to a working farm or any agricultural, horticultural or agribusiness operation in order to enjoy, be educated, or become actively involved in the activities of the farm or operation - getting a true farm experience . Click Without a doubt we can tell anyone who’s unbridled passion is Agritourism they can experience that passion by visiting one of our Agritourism venues in Southside Virginia; California isn’t the only ones with Happy Cows because Virginia Cows Live Passionationately!
  • Woman 25-65 average income of 75K…….same demographic for Farmer’s Markets……
  • What are current travel trends and special interests for today’s consumer? Girlfriend Getaways - We know our decision maker, the woman, is doing all of this research on the family vacation but it has now occurred to her that she and her girlfriends should get away from everyday stress and enjoy a weekend together to reconnect. Increasingly, they are enjoying girlfriend getaways which can last for an extended weekend or a full week. Guys Only Getaways – 37% want outdoor recreation such as canoeing, biking, hiking Pet Friendly Travel – We are finding increasing amounts of lodging, attractions, restaurants and events that are allowing and catering to pets. We want to share these experiences with all of our family. Example of NOVA trip – meowlot, barkundy. These business owners have recognized a trend and they are capitalizing on it. Multigenerational Travel - Parents and grandparents are popular travel companions for adult travelers who take outdoor vacations such as camping, hiking and biking; also include shopping, attending a family social event, engaging in outdoor activities, going to the beach and going to a theme park.; educational travel, family reunions. Epicurean – The food network, cooking shows, cooking demonstration on morning shows (example Food Network, Fine Living Channel) and chefs becoming household names. (example Rachel Wray, Emeril, Paula Dean) Food is a very important part of an overall vacation but consumers are now taking it a step further and enrolling in cooking classes, wine and food pairing sessions, and wine tasting driving tours during their vacation. Virginia Green 58.5 Million(38%) US travelers WOULD PAY MORE TO USE COMPANIES THAT STRIVE TO PROTECT AND PRESERVE THE ENVIRONMENT. We call this the FABS-Features, Advantages, And Benefits- this is how we differentiate from our competitors. This is the “What” of the Marketing Plan what issue/needs we solve and what need we provide: If you are thinking about opening a Tourism Related business VTC can help with some research. We can access visitor profiles for your area or contact DBA or SBDC for help with research. What are the trends that you see in your business?
  • Virginia’s asset assessment: What sets us apart…..SWOT analysis….what are our strengths, weaknesses, opportunities, and threats Look at your competitors to see what sets you apart, if it isn’t there “create” it…..be the only, the largest, the smallest, the greatest
  • Len Libby candies inScarborough Maine, Cow N Corn- corn cob silo Largest Tea Pot-Chester WVA…largest Strawberry-Poteet Texas
  • Live Passionately is reaching out to people who are as passionate about travel as they are about life. It’s all about making the most out of life and travel experiences. Whatever you are passionate about – music, food, history, outdoor recreation, Virginia is the destination to feed those passions. We market this and we deliver this so make sure that you whatever you market about your business or product that you can deliver it.
  • All of our advertising features examples of our drivers, drivers are the things that “drive” tourists to Virginia. In your advertising feature your drivers, keep your advertising consisted and cohesive and have a call to action…a way to contact you…..name, number, address, website address,etc.
  • The Virginia Travel Guide is Virginia’s primary consumer fulfillment piece. VTC distributes 600,000 printed guides and has the capability of distributing an unlimited amount of eGuides The Virginia Travel Guide is distributed at VTC welcome centers, local and regional visitor centers and consumer shows. The guide is mailed to anyone who requests travel information about Virginia. Prices for an ad in the Travel Guide Full-page -- $18,645   Half-page --  $14,285   1/3 page -- $7,950   Listing -- $395
  • Partner with Chambers and other organizations and be sponsors of the events Create Events/Festivals
  • Use the Media, write press releases, become an “expert” an have a page on your website about you the “expert”, write stories or contact reporters, sign up on VATC.org for travel writers…if it is negative publicity make it positive…make a news story out of anything(Danny Johnson, Peaks of Otter Winery)
  • Here is your checklist, but the most important thing you can do is look at VATC.org: VTC Services Guide Cooperative Advertising opportunities Marketing calendar and related opportunities Orientation schedule PR Primer Much more

Agritourismnewlogo2009 Agritourismnewlogo2009 Presentation Transcript

  •  
  • Tourism Business Opportunities
    • Canoe Rentals and Tours
    • Fishing and Boating Rentals
    • Bicycle Tours and Outfitters
    • Adventure and Nature Camps
    • Wineries/Vineyards
    • Corn Maze
    • Pumpkin Patch
    • Pick your Own
    • Animal Parks
    • Tea Rooms
    • Breweries/Pubs
    • Herb and Flower Farms
    • Christmas Tree Farms
    • Bed and Breakfast Inns
    • Cottages, Cabins, Lodges
    • Campgrounds
    • Equestrian Campgrounds
    • Stables/Barns
    • House Boat Rentals
    • Music/Theater Venues
    • Artisan Studios/Galleries
    • Heritage Sites
    • Shopping
    • Spas
  • Ancillary Businesses
    • Caterers
    • Food/Drink Distributors
    • Restaurant Equipment
    • Security Systems
    • Convenience Stores
    • Web Site Design
    • Ad Agencies
    • Travel Agencies
    • Motor coach Companies
    • Doggy Daycare
    • Motorcycle Rental
    • Car Rental Offices
    • Cleaning Services
    • Electricians
    • Pool Maintenance
    • Plumbers
    • Lawn Care
    • Recreational Services
    • Event Planners
    • Florists
    • Linen Services
    • Shuttle Services
    • Mural Artists
  • More People, Staying Longer, Spending Money
  • Research
  • Who is coming?
    • 62% in parties of 2 or less
    • 38% in parties of 3 or more
    • Between ages 25 – 65
    • 90% repeat visitors
    • $75 K + annually
  • VA’s Tourism Industry 2008
    • $19.2 billion in spending by U.S. resident travelers in VA
    • 210,620 Virginians were employed directly in the tourism industry
    • $4.42 billion in salaries & payroll
    • Tax revenue generated from domestic travelers reached $2.5 billion
      • $1.25 million in federal taxes
      • $549.0 million in local taxes
      • $733.8 million in state taxes
    • Economic Impact 15 Million
    • Employment 265
    • State Tax Receipts 1.3 Million
    • Local Tax Receipts 738 Thousand
    Tourism is Big Business Southampton/Franklin
  • Resource Virginia Cooperative Extension http://pubs.ext.vt.edu/310/310-004/310-004.html
  • Three Basic Rules
    • Product
    • Audience
    • Competition
  • Agritourism/Product
  • Who makes the decisions?
  • The Decision
    • Men and Women Share in Destination Choice
    • Women Generally in Charge of Planning the Trip
    • Planning Includes Researching Activities, Creating Itinerary, Comparing Prices, and Booking Reservations
  • What Influences Decisions?
  • Trends
  • Target Market
    • • School teachers/school groups/homeschoolers
    • • Youth civic and church groups
    • • Adult civic and church groups
    • • Garden clubs
    • • Business leaders
    • • Birthday-party planners
    • • Brides and grooms-to-be
    • • Married couples
    • Local families with children
    • Families on vacation
    • • Business travelers
    • • Equine enthusiasts
    • Artists/Crafters/Reenactors
    • • Travel/tour firm
    • • Fair and festival goers
    • Teenagers
    • • History buffs
    • • Wine connoisseurs
    • • Hunters
    • • Wildlife watchers
    • • Landscape and wildlife photographers
    • • Outdoor enthusiasts (hikers, bikers, boaters, rafters, etc)
    • Fishermen
    • Scouts
    • Seniors
    • Church groups
    • Day Cares/Preschools
    • Chefs/Restaurants/cooking enthusiasts
    • Scouts
    • Stargazers/Astronomists
  •  
  • TREND/SOL’S
    • http://pen6.pen.k12.va.us/VDOE/Superintendent/Sols/home.shtml
    • Life Processes
    • 1.4 The student will investigate and understand that plants have life needs and functional parts and
    • can be classified according to certain characteristics. Key concepts include
    • a) needs (food, air, water, light, and a place to grow);
    • b) parts (seeds, roots, stems, leaves, blossoms, fruits); and
    • c) characteristics (edible/nonedible, flowering/nonflowering, evergreen/deciduous).
    • 1.5 The student will investigate and understand that animals, including people, have life needs and
    • specific physical characteristics and can be classified according to certain characteristics. Key
    • concepts include
    • a) life needs (air, food, water, and a suitable place to live);
    • b) physical characteristics (body coverings, body shape, appendages, and methods of
    • movement); and
    • c) other characteristics (wild/tame, water homes/land homes).
  • TREND/SOL’s
  •  
  •  
  • Resource
  • Advantages
  •  
  • Creating
  •  
  • Electronic Marketing
  • Electronic Marketing/VDACS
  • Electronic Marketing/Local Harvest
  •  
  •  
  • VATC.org
  • E- Newsletter/Dashboard
  • Social Marketing/Twitter
  • YouTube
  • Facebook
  • Blog
  • E-mail
  • Navigation Marketing
  • Advertising
  • Coop advertising
  • Partnerships for Coop Advertising
    • Community Partnerships-Chambers, schools, hospitals, Scouts, churches, etc
    • Strategic Partnerships-like businesses, Complimentary businesses, Regional Partners, Statewide Partners
    • Team with competitors to create associations for marketing
  •  
  • CATALOG/GUIDES VIRGINIA GROWN CHRISTMAS TREE GUIDE VIRGINIA WINERIES GUIDE VIRGINIA GROWN GUIDE VIRGINIA’S FINEST DIRECTORY
  • AAA, Group Tours, and Meetings
  • GREAT TASTE 2010 Wednesday March 24, 2010
  • FOOD FESTIVALS/EVENTS
  • PROMOTIONS
    • Become the Losers Prize
    • Have promotional “give aways”
    • Print Material: brochures, flyers, newsletters
    • Work with strategic partners to create Prize packages for events-Gain Customer List
  • Public Relations
  • Virginia Welcome Centers
  • VA Film Office
  • Partnership Alliance Marketing
    • “ Brain Exchanges”
    • “ i2i” tours
    • Partnerships
    • Orientation
    • Customer Service Training
    • Funding Assistance and Grants
    • Business Development
  • Tourism Product Development
    • Wilderness Road Heritage Trail
    • Coal Heritage Trail
    • Round the Mountain and Crooked Road
    • Beaches to Blue Grass-2007 OutdoorPlan
    • Tobacco Heritage Trail
    • Agritourism/Artisan Trail
    • Blueway Canoe Trail/Meherrin River
  • GRANTS
  • VTC Marketing Leverage Program
    • Purpose: Allows destinations to partner and collectively market in venues they would
    • otherwise not be able to afford and further
    • extend VTC’s and the partner’s marketing reach.
    • To date a grand total of $1,512,227.25 has been awarded with a total of $5,322,074.13 matched
    • by partners.
    • Next round deadline: TBA
  • Bedford Wine Trail
  • Botetourt Agritourism Trail Wine Trail
  • Industry Liaisons
  • Checklist Are you listed on Virginia.org? Are you participating in VTC’s Coop Advertising/Publication Advertising program? Do you have a presence at our state Welcome Centers? Have you submitted PR story ideas? Are you in touch with the Virginia Film office? Have you visited VATC.org?
  • For more information : Sandra Tanner Tourism Development Specialist 434/757-7438 [email_address]
  •