Rural Co-op Marketing Program Ongoing Program Description CTTC s Rural Co-op Marketing Program is responsible for bringing together the many rural constituencies under the California umbrella and unifying efforts to promote natural, cultural and heritage tourism. It is also responsible for managing all aspects of the rural cooperative marketing programs, including planning, development, implementing and budgeting for the programs. California s rural tourism program has been operating for over 15 years to brand and increase awareness of California s beyond-the-gateways destinations, focused on the eight established California rural tourism regions. Original and enhanced marketing programs have been developed that anchor and synergize California s rural areas with CTTC advertising and marketing programs. Much of the research in CTTC s revised Five-Year Strategic Plan has implications for rural California those areas outside major urban centers. With 49% of all non-resident leisure trips coming from six primary market states, and 70% of visitors from these markets traveling by auto or RV in FY 09-10, the opportunities for promoting areas of California most easily reached by private vehicle are considerable. And, changes in trip behaviors in this new normal economy will only favor more drive travel from these markets. Domestic visitors are more often choosing to take shorter trips to closer destinations, with travel by car replacing travel by air in over a quarter of people surveyed last year. Furthermore, California s beyond-the-gateways product resonates well with today s consumers. Given the current valuation of real and meaningful experiences by consumers globally, the highly personalized activities to be found in rural California wine tasting, visiting a farm or historic site will be at a premium over the next five years. Currently, rural sightseeing is listed as a top-five activity among first-time visitors from both primary western markets and U.S. long-haul markets, but falls from the list for more frequent visitors. The opportunity therefore exists to target these frequent visitors with
messaging that highlights the many and varied experiences available in rural California. Technological trends, too, have great relevance to rural California. With the explosion of user-generated content, even the most remote offerings can be communicated to a wide audience. An example is National Geographic s geotourism project, an online repository of unique and sustainable places and attractions that currently features offerings in California s North Coast and Shasta Cascade regions. Additionally, the availability of mobile GPS applications on smart phones will ease travel throughout California s outdoors, either through navigational uses or for applications like geocaching, the hightech treasure hunting game played throughout the world by adventure seekers equipped with GPS devices. CTTC is undertaking extensive research in spring 2011 to fully explore how the opportunities outlined above can best be addressed. The research is divided into a two-pronged approach, with industry research being conducted by SMARI and EOS (which brings program knowledge from Denise Miller), and consumer research being conducted by Destination Analyst (who recently conducted visitcalifornia.com user research). The research conducted with both U.S. and international consumers will determine: How consumers view California s geography, beyond the labels of Northern and Southern California. What they call or how they describe the areas beyond the gateways. How consumers understand areas within the state: by geography or type of activity offered. What type of content/information they would like regarding the lesserknown areas in the state, what would be most compelling to them, and how they would like that information presented. Target Audience 990 destination marketing organizations (DMOs), Chambers of Commerce, rural regional associations, cultural arts and heritage groups; 20 California Welcome Centers (CWCs); 478 cities and 58 counties. Objectives & Reach With limited resources to promote individual rural communities and assets, CTTC encourages regional associations to provide leadership and destination
knowledge to market together as regional partners, attracting a greater reach and more desirable visibility. Goals of the Rural Co-op Marketing Program are: To promote rural California. To promote and facilitate local partnerships. To develop a viable public-private rural tourism collaboration. To integrate public and commercial Web sites to optimize collaboration. To encourage increased visitation and length of stay in rural markets. To develop and sustain programs for participation by the smallest stakeholders. Support and synchronize with all Welcome Centers. Results & Accomplishments As part of CTTC s revised Five-Year Strategic Marketing Plan for 2011-2016, the Rural Tourism Strategic Plan has been rolled into the overall Brand Enrichment Plan. This product and content integration will continue to reinforce the value of California s great outdoors and beyond the gateway regions, with objectives to further position California s unique rural experiences as a key component of CTTC's abundance messaging. CTTC will also continue discussions with the Rural Tourism Task Force regarding best practices for the Rural Regional Cooperative funding program. All rural marketing programs will run through CTTC s marketing team, with Rural and Co-op Marketing Manager Amanda Font taking the lead. Rural points of contact for local tourism development and outreach will remain Director of Industry Relations Jonelle Tannahill and Tourism Development Manager Annie Hess. Other results include: Seven rural regional organizations have received $10,000 in disbursements after scope of work reporting. CTTC utilizes Rural Report Cards for regions to evaluate their progress and the status of their contract with CTTC. The Desert Region is not using their funding at this time. Additional $3,000 in multi-regional funds have been secured for regions to have a presence at the 2011 Pow Wow in San Francisco, including the High Sierra Visitors Council, Central Coast Tourism Council, Central Valley Tourism Association and Gold Country Visitors Association.
Multi-regional co-op marketing program funding has been given to applicants that have been contracted, with $20,000 remaining. $25,000 was earmarked for a project that was cancelled. o The North Coast and Shasta Cascade Wonderland Association are working together to market to the international traveler. $15,000 o Central Valley Tourism Association and Gold Country Visitors Association have partnered on an app for smart-phones that will include tours and travel information for both regions. $15,000 Implemented Webinars during February rural meeting, allowing those unable to attend in person to participate, also encouraging other members in the regions to join in. Conducted rural face-to-face meeting in Long Beach, February 2, with 40 in attendance, where new Rural Tourism Chair, Scott Schneider of Visit Mendocino County, led his first Rural Tourism Meeting. Provided CTTC assistance to four regions holding Growing Agriculture Workshops, hosted by the UC Davis Small Farm Program during February and March. CTTC sent e-blasts to industry partners and provided Jonelle Tannahill and Annie Hess as presenters. Scenic & Historic Byways: Webinars continue to bring tourism partners together to learn about the benefits of marketing scenic byways in order to create and implement tourism programs while learning about opportunities to leverage funding. In January 2011, CTTC partnered with Shop America Alliance, U.S. Cultural & Heritage Tourism Marketing Council and Cultural & Heritage Tourism Alliance to host the ONE Travel Conference in Pasadena. The event drew over 200 attendees, the majority from California. Karin Fish, CTTC Vice President of Operations and Industry Relations, delivered a Welcome Address, while Caroline Beteta, President & CEO, delivered the keynote address covering the latest report from the Corporation for Travel Promotion (CTP). The Rural Tourism Marketing Task Force has had a comprehensive discussion regarding the Rural Grant Program and solicited suggestions for a complete overhaul. CTTC will contract with a third party to conduct industry and consumer research related to the rural product, planned to take place between now and June. Industry research is designed to
coordinate with existing rural association meetings to reduce industry travel time and maximize participation. Continuing relationships with state agencies to further promote rural tourism and provide regions with information regarding benefits available to them through these agencies. Agencies and organizations include National Public Parks Council Marketing Committee, Watchable Wildlife, California Recreation and Parks Roundtable, California Museum, USDA, CALED, League of Cities, National Main Street, Preserve America, National Trust, Historic Roads, Cultural Heritage Tourism Alliance and the U.S. Cultural and Heritage Tourism Marketing Council. CTTC has put out an RFP seeking five Industry Relations Representative contractors to educate California assessed businesses about CTTC programs, co-ops, domestic and international trade show opportunities, conferences, and other marketing and partnership programs. The five districts they will represent are Los Angeles, San Francisco Bay Area, San Diego/Orange County, Northern and Southern California (two of the regions are predominately rural). Continued relationship between the California State University and University of California systems, utilizing internships in CTTC office. CTTC will also continue to offer educational events to college students at discounted prices, encouraging local higher learning institutions to assist in annual CTTC education workshops, and attracting professors on CTTC committees. Increased Web traffic to visitcalifornia.com through reciprocal links and contributing current and relevant content from regional associations. The California Tourism Outlook Forum will include a Destination Showcase, with tables representing the 12 regions of the state including representatives from the different tourism organizations such as regional associations, CVBs, destinations, attractions and hotels. A Dine Around Sacramento will be held at four different restaurants including a host of representative from CTTC to mingle and network with the attendees. Rural and California Welcome Centers staff will participate in one of the dinners.
Program Contact(s) Jonelle Tannahill Director of Industry Relations 916.319.5438 jtannahill@visitcalifornia.com Amanda Font Rural & Co-op Marketing Manager 916.319.5406 afont@visitcalifornia.com Annie Hess Tourism Development Manager 916.233.0262 ahess@visitcalifornia.com ONE Travel Conference, Pasadena, CA