TTIA WEBINAR SERIES 2011 Webinar Series 2: Thursdays at 2 p.m. July 28, 2011 Margaret Hoogstra
Education BBA Marketing 15 hours of MBA work Graduate of U.S. Chamber Institute of Organizational Management Certified Chamber Executive Graduate of Southeast Tourism Marketing College Travel Marketing Professional Professional Experience Retail Media Marketing Director Development Officer for Private University Business Owner/Operator Chamber of Commerce Director of Non-Profit focused on Regional Heritage Tourism
Lev-er-age Power to accomplish something The use of a small initial investment to gain a very high return in relation to one s investment www.dictionary.com
Part-ner-ship The state or condition of being a partner, joint interest An association of two or more to conduct business www.dictionary.com
Transportation services ships, planes, trains and automobiles Accommodations hotels, resorts, B & B s Restaurants coffee shops, bars, diners, cafes, 5-star restaurants Entertainment venues amusement & water parks, theaters, music halls Cultural and Heritage Sites national and state parks, museums, historic battlefields & homes
More can be accomplished by working together than by working alone Pools resources not only money, but also facilities, skills, or expertise Helps to develop support across boundaries
Lets you develop broader themes Expands marketing potential Provides a unique opportunity to unite partners who may not have worked together in the past
Five Basic Principles of Cultural & Heritage Tourism Collaborate Find the Fit Make Sites and Programs come Alive Focus on Quality and Authenticity Preserve and Protect www.culturalheritagetourism.org
Partnerships are typically stronger when members of participating organizations recognize a mutual need have enthusiasm for the project have strong mission goals AND, have some level of interpersonal connectivity
From the nonprofit world, two recent studies show that most successful partnerships have the following characteristics: Leadership that believes strongly in the partnership and acts to strengthen it. Clearly stated outcomes, roles, responsibilities, and resource allocations. Multiple forms of communication that keeps all stakeholders in the loop. www.boardsource.org
Trust and familiarity is built and maintained with ongoing face-to-face contact. A flexible mindset that understands mistakes will be made and plans may change. An arrangement for canceling the agreement if the partnership is clearly not working. Early evidence of success that is shared among both organizations to assure everyone that the collaboration is on the right track. www.boardsource.org
Motorcyle Self-Guided Tours Brochure Butterfield Overland Mail Stage Route Across Texas Brochure Trooper Partner Program Texas Forts Tour a ride through Texas (multi-day bicycle ride)
Need: Abilene hosted the annual rally of Texas Harley owners; local event planners requested observation route materials Opportunity: Promote visitation of 4 historic forts to 5,000 participants; Develop material for long-term use within the region Lead Organization: Texas Forts Trail Partnership Commodities: Money Brochure Production
Partners: San Angelo CVB Albany Chamber of Commerce Texas Midwest Community Network Texas Forts Trail
Need: Raise awareness of 150 th anniversary of Butterfield Trail; Promote visitation and assist communities with Butterfield ties Opportunity: Connect various communities and sites from Denison to El Paso Renewed emphasis of tourism to specific communities and sites Cohesive statewide tourism effort complimenting efforts of other states (Missouri, Arkansas, Kansas, New Mexico, Arizona and California)
Lead Organization: Texas Lakes Trail Partner Commodities: Money Brochure production Website page development
Primary Partners: Texas Lakes Trail Texas Fort Trail Texas Pecos Trail Texas Mountain Trail Wells Fargo Advisors Secondary Partners: Communities, Attractions, Historic Challenges: Partners with a variety of resources and capabilities
Need Market the tourism opportunities within the Region Structure/method to serve regional partners according to their needs Revenue stream Opportunity Maintain and build marketing opportunities for the Region Maintain and develop regional relationships Method to work with developing communities in product development Lead Texas Forts Trail
Partners CVBs and Chambers of Commerce within the Region Museums, attractions, tourism-related businesses within the Region County Historical Commissions and Preservation Partners within the Region Commodities Money Training Coordination efforts time, organization Graphic Design and Marketing expertise and resources Representation time and coordination
Varying levels of annual involvement named for enlisted and officer rank and based on anniversary date of enlistment General $5,000 plus Colonel $2,500 Major $1,000 Lieutenant $ 500 Sergeant $250 Corporal $100 Commodities Money Training Coordination efforts time, organization Graphic Design and Marketing expertise and resources Representation time and coordination
General - $5,000 Texas Forts Trail Trooper Membership Decal and Bumper Sticker; Certificate of Partnership Subscription to The Medallion, the Texas Historical Commission Bi-monthly Publication Periodic E-Mail Updates from the Texas Forts Trail Press Release to Local Media regarding Partnership Permission to use Texas Forts Trail Logo on Website and Marketing Ventures Invitation to Texas Forts Trail Events, Meetings & Workshops Listing and Recognition in Print and Online Materials Discounted Inclusion in Texas Forts Trail Specialty Promotions 8 Feature Presentations of Community or Event on Texas Forts Trail Website Home Page* 8 Feature Presentations on Texas Forts Trail Facebook Page 32 Feature Presentation on Texas Forts Trail Twitter 4 Sessions Hospitality Training** FREE Photo Image on Texas Forts Trail Banners FREE Representation at Trade Shows - Minimum of 4 per year 25% Discount on Magazine Co-Op Advertising Listing & Recognition in Materials as Sponsor of the Annual Tourism & Preservation Round-Up 4 FREE Registrations to the Annual Tourism & Preservation Round-Up
Increased marketing activity Magazines - Texas Highways, Ride Texas, TravelHost Travel Shows Fort Worth, Houston, TTIA Travel Fair, Frontier Forts Days at Historic Fort Worth Stockyards Social Media / Internet Website information, Social Media Facebook and Twitter Regional Training Opportunities Texas Friendly Hospitality Training Annual Tourism & Preservation Round-Up Board Orientation and Training Strategic Planning Facilitation Participation by 20+ entities Income stream of $20,000+ past three years
Need: Expand outreach to cycling community New revenue stream Opportunity: Develop multi-day family-friendly bicycle ride with emphasis on heritage tourism Lead Organizations First Tier of Partners: Wichita Streams & Valleys / Hotter N Hell Hundred Texas Forts Trail Partnership Commodities: Knowledge of cycling; cycling contacts; experience; money Knowledge of area/region; regional contacts; experience; money
Participating Partners Second Tier Steering Committee: Representatives from each of six counties Representatives from three historic forts Fort Richardson owned by Texas Parks & Wildlife Fort Belknap owned by Young County Fort Griffin owned by Texas Historical Commission Funding Partners Third Tier: Two bicycle shops Water company
First Tier Partner Agreements: Three-year commitment Equal sharing of expenses and revenues Division of duties (for example, one partner has primary responsibility for setting the route another has marketing and promotion responsibilities
Event Needs Transportation of luggage Cycle Repairs Sag Wagons Medical Support
Additional Considerations Water, food, snacks Rest Stops Signage Lodging Showers
Challenges: How to incorporate the area s rich history into the ride. How to design the ride to appeal to families or riders of varying capabilities.
What is the value that that s being brought to the table? (financial and/or in-kind contributions) Have the partners worked together in the past? How long do the partners anticipate working together? Do the partners have similar values? Does the partnership itself have value? Are products and/or services branded in such a way to easily recognize the partnership? Is the partnership synergistic and dynamic? Is there agreement on how and/or when important strategic decisions will be made?
Margaret Hoogstra Executive Director Texas Forts Trail 3702 Loop 322, Abilene, TX 79602 Work: (325) 795-1762 / Cell: (325) 660-6774 Visit our website at texasfortstrail.com Become a fan at facebook.com/texasfortstrail Follow our tweets at twitter.com/texasfortstrail See our photos at flickr.com/photos/texasfortstrail Watch us at youtube.com/texasfortstrail