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 wou...
McKENZIE RIVER VALLEY FEBRUARY - MAY 2011
PARTICIPANT INTRODUCTIONSIn 30 seconds or less…• Name• Where you live• What kind of work you do  (organization/affiliation...
PROGRAM WORKSHOPS•   Community Tourism Planning•   Nature Based Tourism Dev: Tues March 15th•   Bicycle Tourism Dev: Wed M...
PROGRAM EVENTS• Evening for Entrepreneurs – Tues March 15  – 6:00–9:00pm @ Holiday Farm Resort  – Small business developme...
PROGRAM GOALSRaise the awareness and understanding of the value ofthe tourism industry and important trendsEngage a broad ...
PROGRAM GOALSDevelop tourism experiences and products thatsustain or enhance the geographical character of aplace—its envi...
PARTICIPANT EXPECTATIONS• Attend all sessions• Participate fully and respectfully• Arrive 15 minutes early to sessions as ...
MATCHING GRANT$• After successful completion of the Oregon Rural Tourism  Studio, one matching grant application may be su...
TODAY’S AGENDA•   Opening Dream Destination activity•   Welcome and participant introductions•   Program overview•   Overv...
TOMORROW’S AGENDA•    Welcome and participant introductions•    Sustainable tourism – setting the context    – 8 Principle...
GROUND RULES•   Keep an open mind•   Actively listen•   Share air time•   Be early and often•   Contribute to moving forwa...
Oregon Tourism   Industry
Tourism Trends
ASSET MAPPING•   Outstanding places to stay•   Unique culinary experiences•   Tourism amenities•   Outdoor recreation asse...
JOHN DAY RIVER TERRITORY      OCT 2010 – JAN 2011
SUSTAINABILITY…of the present  development that meets the needs    without compromising the ability of future    generatio...
SUSTAINABLE TOURISM…1.   Is integrated with and respectful of the culture,     homeland, heritage, and people of a place;2...
SUSTAINABLE TOURISM…5.   Generates revenue that is invested in conserving and     enhancing the unique features of the com...
SUSTAINABLE TOURISM…Refers to a level of tourism activity that can be   maintained over the long term because it   results...
TRIPLE BOTTOM LINEAn expanded baseline for measuring performance, addingsocio-cultural and environmental dimensions to the...
TRIPLE BOTTOM LINE    PEOPLE    PLANET    PROFIT
GEOTOURISMGeotourism is defined as tourism that  sustains or enhances the geographical character  of a place—its environme...
Why should we care?
DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring    R&R     Entertainment
touring‐style tourism    relies on human and physical character of placeACTIVITIES• sightseeing• history• nature• scenery•...
Photo by Sue Parsons, Flickr
Photo by Peter Marbach
touring‐style tourism     relies on human and physical character of placeACTIVITIES                  CHARACTERISTICS• sigh...
R & R tourism   depends only on physical character of placeACTIVITIES• coastal resorts• golf• downhill skiing• water sport...
R & R tourism   depends only on physical character of placeACTIVITIES           CHARACTERISTICS• coastal resorts    • risk...
entertainment‐style tourism    manufactured attractions do not depend on               character of placeACTIVITIES• theme...
entertainment‐style tourism    manufactured attractions do not depend on               character of placeACTIVITIES       ...
DESTINATION STYLE DRIFT . . .   if development unchecked, unguided  Touring         R&R           Entertain-              ...
Visit Beautiful   Oregon!
Plog’s psychographic continuum                  After Stanley C. Plog, PhD                                     “MATURE” DE...
BACK TO THE PRINCIPLES…
1.   Sustainable tourism is integrated with and     respectful of the culture, homeland, heritage, and     people of a pla...
TIMBERLINE LODGEON MT. HOOD
KAH-NEE-TAWARM SPRINGS RESERVATION
KUNA YALA  PANAMA
2.   Sustainable tourism provides a unique and     authentic experience for the visitor;
LOCALHISTORY
PORTLAND BRIDGE PEDAL
DAS PARK HOTEL Ottensheim, Austria
3.   Sustainable tourism generates localized economic     development benefits;
LOCAL MUSIC
LOCAL CUISINE
LOCAL MARKETSPhoto courtesy of Jeff Behan © 2008
LOCAL CRAFTSEugene Saturday Market
LOCAL ART   LOCAL             ART
LOCAL GUIDES
LOCALFISHERMEN
LOCAL    SHOPKEEPERSPhoto 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 econom...
Eight out of 10 (78%) U.S. adults consider themselves "environmentally conscious"• 85% turn out the lights when they leave...
Thirty-two percent of those surveyed said they will be more environmentally conscious in their travel decisions this year,...
USE OF NATURAL FEATURES     Sokol Blosser Wine Cellar - Dundee, OR   • underground     chamber naturally     stays cooler ...
APPROPRIATE TECHNOLOGY    Oregon Parks & Rec Dept. Composting Toilets               Smith Rocks, Oregon   • virtually odor...
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...
Example: Lindblad Expeditions           International Ecotourism CompanyLindblad seeks to travel in anenvironmentally resp...
LUANG NAMTHA, LAOS                          Locals are certified as                          hiking and raft guides.      ...
LAPA RIOS                                         Costa Rica                                                              ...
DOLLARS A DAYfor Conservation ProgramAlaska During 2001, 35 AWRTA business participants of the program raised over $25,000...
UNICEF’S TAP PROJECT
HEATHMAN  HOTEL    & FRIENDS OFFOREST PARK
Why do this?Globally, “voluntourism” is one of the fastest growing segments of the travel market
6.   Sustainable tourism provides an educational     experience for the visitor that leaves them     enriched and inspired...
KOTOWA COFFEE TOURS Boquete, Panama
EDUCATIONALVOLUNTEERVACATIONS
7.   Sustainable tourism encourages diverse parties to     work together to create new opportunities and to     address co...
South African National Parks     Hoerikwaggo Trail       - short video -
Oakridge, Oregon
METHOW VALLEY                        Multi-Use Trails                                                                • 125...
8.   Sustainable tourism serves target markets that     are profitable, with promising long term viability.
From eco‐ to geo‐Manage tourism so that it pays to                  Sightseeing/ protect the place,                       ...
Committed groups - unfocused
Committed groups – focused
MRV Program Overview
MRV Program Overview
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MRV Program Overview
MRV Program Overview
MRV Program Overview
MRV Program Overview
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MRV Program Overview
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MRV Program Overview
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MRV Program Overview
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MRV Program Overview

  1. 1. McKENZIE RIVER VALLEY FEBRUARY - MAY 2011
  2. 2. 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?
  3. 3. McKENZIE RIVER VALLEY FEBRUARY - MAY 2011
  4. 4. PARTICIPANT INTRODUCTIONSIn 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
  5. 5. 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
  6. 6. 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
  7. 7. PROGRAM GOALSRaise the awareness and understanding of the value ofthe tourism industry and important trendsEngage a broad cross-section of the community –including civic and business leaders – in a dialogue toidentify strengths and opportunities for capitalizing ontrends in the tourism industrySpark creativity and enthusiasm in community leadersto contribute to making Oregon a premiere tourismdestination Pg. 9Connect community and business leaders withresources to help develop new authentic tourismproducts and leverage the assets they have
  8. 8. PROGRAM GOALSDevelop tourism experiences and products thatsustain or enhance the geographical character of aplace—its environment, culture, aesthetics, heritage,and the well-being of its residentsStimulate new local business developmentEstablish positive relationships between communityleaders and the state’s tourism development andmarketing organizations
  9. 9. 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
  10. 10. 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.
  11. 11. 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
  12. 12. 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!!)
  13. 13. GROUND RULES• Keep an open mind• Actively listen• Share air time• Be early and often• Contribute to moving forward• Enjoy the process
  14. 14. Oregon Tourism Industry
  15. 15. Tourism Trends
  16. 16. 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
  17. 17. JOHN DAY RIVER TERRITORY OCT 2010 – JAN 2011
  18. 18. SUSTAINABILITY…of the present development that meets the needs 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.
  19. 19. 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;
  20. 20. 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; and8. Serves target markets that are profitable, with promising long term viability.
  21. 21. 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)
  22. 22. TRIPLE BOTTOM LINEAn expanded baseline for measuring performance, addingsocio-cultural and environmental dimensions to thetraditional economic benchmark; a positive triple bottomline 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.
  23. 23. TRIPLE BOTTOM LINE PEOPLE PLANET PROFIT
  24. 24. GEOTOURISMGeotourism 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
  25. 25. Why should we care?
  26. 26. DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring R&R Entertainment
  27. 27. touring‐style tourism relies on human and physical character of placeACTIVITIES• sightseeing• history• nature• scenery• hiking / Nordic  skiing• local shopping• typical cuisine• photography• culture & festivals
  28. 28. Photo by Sue Parsons, Flickr
  29. 29. Photo by Peter Marbach
  30. 30. touring‐style tourism relies on human and physical character of placeACTIVITIES CHARACTERISTICS• sightseeing • Diffuse impact • history• nature • Human powered• scenery • Supports small businesses• hiking / Nordic  skiing • Requires protecting nature • local shopping and heritage• typical local cuisine• photography • Needs architecture, • culture & festivals landscapes, culture unique to  the locale.
  31. 31. R & R tourism depends only on physical character of placeACTIVITIES• coastal resorts• golf• downhill skiing• water sports• vacation homes
  32. 32. R & R tourism depends only on physical character of placeACTIVITIES CHARACTERISTICS• coastal resorts • risk of sprawl• golf • environmental impacts• downhill skiing • opportunity for architecture, • water sports landscaping, cuisine, day tours, • vacation homes that suit the locale
  33. 33. entertainment‐style tourism  manufactured attractions do not depend on  character of placeACTIVITIES• theme parks• outlet malls• amusement parks • convention centers• sports arenas • casinos
  34. 34. entertainment‐style tourism  manufactured attractions do not depend on  character of placeACTIVITIES CHARACTERISTICS• theme parks • changes nature of locale• outlet malls • high impact• amusement parks  • mass tourism• convention centers • high traffic• sports arenas  • high employment generator• casinos
  35. 35. DESTINATION STYLE DRIFT . . .  if development unchecked, unguided  Touring R&R Entertain- mentUnspoiled SPOILED ?destination
  36. 36. Visit Beautiful Oregon!
  37. 37. Plog’s psychographic continuum After Stanley C. Plog, PhD “MATURE” DESTINATIONVENTURERS Centric- Centric- PAROCHIALS Venturers Parochials (DEPENDABLES) Near- Near- Parochials Venturers ParochialsVenturers
  38. 38. BACK TO THE PRINCIPLES…
  39. 39. 1. Sustainable tourism is integrated with and respectful of the culture, homeland, heritage, and people of a place;
  40. 40. TIMBERLINE LODGEON MT. HOOD
  41. 41. KAH-NEE-TAWARM SPRINGS RESERVATION
  42. 42. KUNA YALA PANAMA
  43. 43. 2. Sustainable tourism provides a unique and authentic experience for the visitor;
  44. 44. LOCALHISTORY
  45. 45. PORTLAND BRIDGE PEDAL
  46. 46. DAS PARK HOTEL Ottensheim, Austria
  47. 47. 3. Sustainable tourism generates localized economic development benefits;
  48. 48. LOCAL MUSIC
  49. 49. LOCAL CUISINE
  50. 50. LOCAL MARKETSPhoto courtesy of Jeff Behan © 2008
  51. 51. LOCAL CRAFTSEugene Saturday Market
  52. 52. LOCAL ART LOCAL ART
  53. 53. LOCAL GUIDES
  54. 54. LOCALFISHERMEN
  55. 55. LOCAL SHOPKEEPERSPhoto by Iercercle
  56. 56. BUSTLING MAIN STREETS
  57. 57. $$$$ NEED TO STAY LOCAL
  58. 58. 4. Sustainable tourism has a balanced or beneficial impact on the environment;
  59. 59. 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)
  60. 60. 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)
  61. 61. 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)
  62. 62. USE OF NATURAL FEATURES Sokol Blosser Wine Cellar - Dundee, OR • underground chamber naturally stays cooler • rounded profile blends in with landscape Photo courtesy of Sera Architects, © Sera Architects, www.serapdx.comFor more information, visit the Sokol Blosser Winery website at www.sokolblosser.com
  63. 63. APPROPRIATE TECHNOLOGY Oregon Parks & Rec Dept. Composting Toilets Smith Rocks, Oregon • virtually odorless • solar power used to drive ventilating fan • less frequent removal of remaining solids • compost used for fertilizerThe system was designed and fabricated by Biological Mediation Systems, Inc., of Colorado.
  64. 64. GREEN DESIGNMONTEREY BAY SHORES RESORT
  65. 65. MONTEREY BAY SHORES RESORTRooftop solar panels & living walls
  66. 66. 5. Sustainable tourism generates revenue that is invested in conserving and enhancing the unique features of the community;
  67. 67. Example: Lindblad Expeditions International Ecotourism CompanyLindblad seeks to travel in anenvironmentally responsible way,leaving the places they visit as theyfound them. They raise money from their guests to support local conservation efforts in the regions where their vessels operate.Photo of research station by Holly Gordon and photo of the M/S Polaris by L, Arnold Frederick off of the LindbladExpeditions website at www.Expeditions.com.
  68. 68. LUANG NAMTHA, LAOS Locals are certified as hiking and raft guides. Profits used to establish a local tourism association.Revenue used forcommunity projects suchas primary schools &health education. Photos by Kristin Dahl © 2003
  69. 69. LAPA RIOS Costa Rica Guided tours with local guides help support the ongoing maintenance and land preservation.A portion of profits to supportlocal schools.Photos from the Lapa Rios website at http://laparios.com/laparios.htm.
  70. 70. DOLLARS A DAYfor Conservation ProgramAlaska During 2001, 35 AWRTA business participants of the program raised over $25,000 for conservation organizations.For more information visit the Alaska Wilderness Recreation and Tourism Association website athttp://www.awrta.org/dollarsaday.html. Photo of Juneau, Alaska by Craig Dahl, 2002.
  71. 71. UNICEF’S TAP PROJECT
  72. 72. HEATHMAN HOTEL & FRIENDS OFFOREST PARK
  73. 73. Why do this?Globally, “voluntourism” is one of the fastest growing segments of the travel market
  74. 74. 6. Sustainable tourism provides an educational experience for the visitor that leaves them enriched and inspired to create positive change at home;
  75. 75. KOTOWA COFFEE TOURS Boquete, Panama
  76. 76. EDUCATIONALVOLUNTEERVACATIONS
  77. 77. 7. Sustainable tourism encourages diverse parties to work together to create new opportunities and to address common challenges; and
  78. 78. South African National Parks Hoerikwaggo Trail - short video -
  79. 79. Oakridge, Oregon
  80. 80. METHOW VALLEY Multi-Use Trails • 125 miles of multi-use trails (winter & summer activities) • Many public access points, connecting two towns • Links Nordic trail system, Pacific Crest trail, hikers and mountain bikers • Formed a private non-profit to coordinate marketing, events, maintenanceTaken from the Methow Valley Sport Trails Association website at http://www.mvsta.com. http://www.mvsta.com.
  81. 81. 8. Sustainable tourism serves target markets that are profitable, with promising long term viability.
  82. 82. From eco‐ to geo‐Manage tourism so that it pays to  Sightseeing/ protect the place,  GEOTOURISMnot destroy it. Adventuring Cultural  tourism Culinary  tourism Ecotourism (nature) Civic Heritage  tourism tourism Agri‐ Indigenous  tourism tourism All place‐based  types of tourism = the ENTIRE destination
  83. 83. Committed groups - unfocused
  84. 84. Committed groups – focused

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