Bringing Visitors Back: Lessons Learned from Natural Disasters (IWINETC 2015)
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The 2014 Napa earthquake quickly reminded the wine tourism industry that external factors driving travel can quickly change visitors’ perception of a destination. Paul Wilke's presentation at the 2015 International Wine Tourism Conference in Reims, France looked at visitor trends that emerged following the Napa quake and lessons learned – particularly in the areas of sustainable tourism, recovery and the impact of natural disasters on wine tourism.
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Bringing Visitors Back: Lessons Learned from Natural Disasters (IWINETC 2015)
- 1. Bringing Visitors Back: Lessons Learned from Natural Disasters April 2015 #WINERECOVERY Paul Wilke CEO, Upright Position Communications Mare Island, California, USA
- 2. About Paul Wilke 2© Upright Position Communications, LLC All rights reserved. 20 years of experience APEC, CES, Davos, SXSW & the Olympics Pres. Obama's Travel & Tourism Advisory Board Travel/Tourism Public Affairs division for Visa Inc. Crisis tourism PR specialist
- 3. Our Practice Areas 3© Upright Position Communications, LLC All rights reserved. IPOs & Major Capital Funding PR Infrastructure & Development Travel & Tourism Industry Upright Position Communications is a strategic communications firm specializing in three core areas:
- 4. 24 August 2014 3:20am 4© Upright Position Communications, LLC All rights reserved.
- 5. 6.0 Earthquake 5 All rights reserved.
- 6. 6© Upright Position Communications, LLC All rights reserved.
- 7. 7© Upright Position Communications, LLC All rights reserved.
- 8. 8© Upright Position Communications, LLC All rights reserved.
- 9. 9© Upright Position Communications, LLC All rights reserved.
- 10. 10© Upright Position Communications, LLC All rights reserved.
- 11. 24 August 2014, 3:20am 11© Upright Position Communications, LLC All rights reserved.
- 12. 12© Upright Position Communications, LLC All rights reserved.
- 13. Napa Valley Tourism at a Glance $1.39 billion annually ~3 million visitors 80% of visitors interested in wine tasting 10,000 jobs 54% of visitors aged 25-44 $53,600 mean household income Canada, Germany, UK, Japan are lead source markets 13© Upright Position Communications, LLC All rights reserved.
- 14. 14© Upright Position Communications, LLC All rights reserved. Napa’s Visitor Impact Source: VisitCalifornia 2013
- 15. Lesson 1: Disasters can be temporary 15© Upright Position Communications, LLC All rights reserved.
- 16. #NAPAQUAKE Death/Injury toll lower than expected Only two “stay away days”: 24 & 25 August All but 6 Napa restaurants reopened in 48 hours $362 million in damage $80.3 million reported by the wine industry alone Within one week: 90% of businesses up & running 16© Upright Position Communications, LLC All rights reserved.
- 17. Lesson 2: Have a plan in place 17© Upright Position Communications, LLC All rights reserved.
- 18. 286 212 181 167 141 73 72 64 62 59 0 75 150 225 300 China US Philippines India Indonesia Vietnam Afghanistan Mexico Japan Pakistan Source: UNISDR 2015 18© Upright Position Communications, LLC All rights reserved. Top 10 countries with the most disasters 2005-2014
- 19. 286 212 181 167 141 73 72 64 62 59 0 75 150 225 300 China US Philippines India Indonesia Vietnam Afghanistan Mexico Japan Pakistan Top 10 countries with the most disasters 2005-2014 19© Upright Position Communications, LLC All rights reserved. Source: UNISDR 2015
- 20. Lesson 3: Communicate with your key constituents 20© Upright Position Communications, LLC All rights reserved.
- 21. What to Tell Communicate health, safety, sanitation & infrastructure readiness quickly Be transparent Be honest Use effective channels: Social media, email, website, media Reach your core constituency 21© Upright Position Communications, LLC All rights reserved.
- 22. • Small Napa-based business • Independently owned & operated touring & transportation company • Relies on vibrant tourism economy 22© Upright Position Communications, LLC All rights reserved.
- 23. 23© Upright Position Communications, LLC All rights reserved.
- 24. 24© Upright Position Communications, LLC All rights reserved.
- 25. 25© Upright Position Communications, LLC All rights reserved.
- 26. Lesson 4: Market the opportunity (if appropriate) 26© Upright Position Communications, LLC All rights reserved.
- 27. 27© Upright Position Communications, LLC All rights reserved.
- 28. 28© Upright Position Communications, LLC All rights reserved.
- 29. Lesson 5: Media can help…or hurt 29© Upright Position Communications, LLC All rights reserved.
- 30. 30© Upright Position Communications, LLC All rights reserved.
- 31. Media On Your Terms Be honest, insightful pithy & short Paint a visual picture Avoid sensationalism, clichés & the negative Tell the recovery story Learn to bridge 31© Upright Position Communications, LLC All rights reserved.
- 32. Preparing for the Interview Be selective Know your messages Understand the journalist Set limits 32© Upright Position Communications, LLC All rights reserved.
- 33. Questions you should ask: Pt. 1 – Insight Who are you? What can you tell me about the story you’re working on? What’s your story angle? Who else are you talking to? 33© Upright Position Communications, LLC All rights reserved.
- 34. Questions you should ask: Pt. 2 – Logistics What’s the format? What do you need from me? Who will be doing the interview? When are you running the story? 34© Upright Position Communications, LLC All rights reserved.
- 35. Lesson 6: Embrace sense of community 35© Upright Position Communications, LLC All rights reserved.
- 36. #NapaStrong 36© Upright Position Communications, LLC All rights reserved. Community was quick to rally Local & California governments were quick to react Napa Valley Vintners cited as driving recovery & shifting narrative Events to attract visitors & heal community
- 37. Lesson 7: Perception trumps reality 37© Upright Position Communications, LLC All rights reserved.
- 38. Perceptions: 2004 Southeast Asian Tsunami Only 3% cite tsunami as the greatest barrier to visiting Asia 56% believed Indonesia is still severely affected Many destinations were misidentified as affected Source: Visa/PATA Asia Travel Intentions Survey 2007 38© Upright Position Communications, LLC All rights reserved.
- 39. Perceptions About Terrorism 0 13 25 38 50 63 Indonesia Sri Lanka Philippines India Thailand Malaysia Vietnam Korea China Japan “Please indicate which of the following destinations you believe have been subjected to terrorist attacks since 2001?” Markets with no reported terrorism-related loss of life: 2001-2007 39© Upright Position Communications, LLC All rights reserved. Source: Visa/PATA Asia Travel Intentions Survey 2007
- 40. Lesson 8: Travelers can be quick to return 40© Upright Position Communications, LLC All rights reserved.
- 41. Signs of Recovery Major tourism disasters in Southeast Asia 1997-2004 Economic crisis 9/11 SARS 1997 1998 1999 2000 2001 2002 2003 2004 Note: YOY growth rate, based on spend by quarter. 41© Upright Position Communications, LLC All rights reserved.
- 42. Recovery from 2004 Tsunami 0 10 20 30 40 Tsunami 42© Upright Position Communications, LLC All rights reserved. Note: YOY growth rate, based on average of preceding four weeks’ spend. Asia Pacific total Tsunami markets
- 43. Phuket Post-Tsunami Tsunami 43© Upright Position Communications, LLC All rights reserved.
- 44. 0.00 7.00 14.00 21.00 28.00 1998 2000 2002 2004 2006 2008 2010 2012 2014 Thailand’s Tourism Resilience Source: Tourism Authority of Thailand International visitors (millions) Economic Crisis 9/11 SARS Tsunami Recession Riots Coup Instability Airport Closure New Airport Problems Political Coup Flooding Demonstrations Military Coup 44© Upright Position Communications, LLC All rights reserved.
- 45. Understanding Traveler Concerns & Impact Tourism frequently represents 10% of a healthy economy’s national GDP Affected areas area not limited to those areas physically hit Source market travelers have different concerns Infrastructure recovery often precedes visitor return Good data is crucial 45© Upright Position Communications, LLC All rights reserved.
- 46. Final Thoughts Communicate strategically, honestly & factually Don’t neglect your active audience Feed the accurate information pipeline Use multiple social media channels Understand traveler priorities 46© Upright Position Communications, LLC All rights reserved.
- 47. For a free guide “8 Ways to Prepare for a Tourism Disaster Before it Happens” please visit: www.uprightcomms.com/IWINETC
Editor's Notes
- Thank attendees Created #WINERECOVERY hashtag in case you want to post anything from this session.
- Former journalist with 20 years of communications expertise & feet-on-the-ground experience in US & Asia Managed corporate presence & impact at APEC, CES, Davos, SXSW & the Olympics Served on Pres. Obama's Travel & Tourism Advisory Board Created & headed Visa Inc.’s Travel/Tourism Public Affairs division Crisis tourism PR experience: MI 185, SQ 006, SARS, 2004 Southeast Asian Tsunami, 2013 Napa Earthquake
- LET ME TELL YOU A STORY: Start with my story. I’m not not an “earthquake person” Your first reaction isn’t, what’s going on at my winery. Your first immediate reaction is “What’s going on/What’s happening”, then comes am I ok? A 6.0 earthquake rocked the Napa Valley wine country in the wee hours of August 24, causing extensive damage to the areas of Napa, American Canyon and Vallejo
- TV images quickly honed in on downtown Napa where the bulk of the damage could be easily seen.
- A 6.0 earthquake rocked the Napa Valley wine country in the wee hours of August 24, causing extensive damage to the areas of Napa, American Canyon and Vallejo This was the largest earthquake to hit the SF bay area since the 1989 Loma Prieta earthquake. One person killed and 200 injured
- Many wineries had situations like this
- Some wine damage was limited to grocery stores
- There were only 2 days where tourism officials recommended staying away: Sunday 8/24 and Monday 8/25
- Cite Winerist data: 88% of visitors buy wine
- United Nations International Strategy for Disaster Risk Reduction (UNISDR), just last week reported that natural disasters are on the rise. And depending on your market, something akin to a disease outbreak, weather disaster like drought or floods or something like an earthquake could affect your businesses and your tourism viability. With regard to the wineries I’ve spoken with, many said they were as prepared as they could be with regard to earthquake retrofitting, and because of that, many of the buildings were spared damage.
- United Nations International Strategy for Disaster Risk Reduction (UNISDR), just last week reported that natural disasters are on the rise. And depending on your market, something akin to a disease outbreak, weather disaster like drought or floods or something like an earthquake could affect your businesses and your tourism viability. With regard to the wineries I’ve spoken with, many said they were as prepared as they could be with regard to earthquake retrofitting, and because of that, many of the buildings were spared damage.
- There were only 2 days where tourism official recommended staying away: Sunday 8/24 and Monday 8/25 One person killed and 200 injured 36 businesses had major quake damages and 210 suffered minor damage While Napa’s restaurants were closed after the quake, all but six reopened in 48 hours Total damage was estimated at $362.4 million. Of this amount, $80.3 million in damages were reported by the wine industry alone. Within a week of the earthquake, 90 percent of downtown businesses were up and running, said Craig Smith, executive director of the Downtown Napa Association. A month later, business was at 95 percent of normal. Napa Valley Vintners quickly established a $10 million earthquake relief fund.
- United Nations International Strategy for Disaster Risk Reduction (UNISDR), just last week reported that natural disasters are on the rise. And depending on your market, something akin to a disease outbreak, weather disaster like drought or floods or something like an earthquake could affect your businesses and your tourism viability. With regard to the wineries I’ve spoken with, many said they were as prepared as they could be with regard to earthquake retrofitting, and because of that, many of the buildings were spared damage.
- United Nations International Strategy for Disaster Risk Reduction (UNISDR), just last week reported that natural disasters are on the rise. And depending on your market, something akin to a disease outbreak, weather disaster like drought or floods or something like an earthquake could affect your businesses and your tourism viability. With regard to the wineries I’ve spoken with, many said they were as prepared as they could be with regard to earthquake retrofitting, and because of that, many of the buildings were spared damage.
- US yes Philippines yes India yes Indonesia no Vietnam yes Afghanistan no Mexico yes Japan yes Pakistan no
- Just to show you the randomness of the quake…
- Despite losing just about everything personally, she found time to pull an update together that was honest, candid and to her core customers
- Let me introduce to you Matthiasson Wines. They specialize in classic food wine. Offbeat french varieties that are perfect for farm to table food. Steve Matthiasson describes his winery as creative and nimble and they showed that after the earthquake. Steve recognized that their story isn’t going to be told by the main wine press. Made strong relationships with bloggers. Their recovery story started with a photo Steve took and shared on Twitter. It’s a photo like many others you’ve seen Media ran our photo At the time, they don’t know how much wine we lost, but we saw a chance to get a word out about the winery Surprised at how so many media were turning the media Phase 1: Show human side with Social media Phase 2: We’re better off than other people…let’s release a wine to help the public - Red cross can’t accept donations from the sale of alcohol (Earthquake Cuvee… proceeds to to help victims). Sold $60,000 of wine in a couple of days, which we just shipped out (QUAKE CUVEE)
- Between tourism and agriculture…there are a lot of low paying jobs. Perception that it was only wealthy people Perception issue on rich people Restaurants have dishwasher Got FEMA money approved. Napa Vintners Association…steps Wine world is very anthropic Encouraging Wine industry
- Highlight that Jan. 30 was rockbottom