rural TOURISM STUDIO OVERVIEW PROGRAM OVERVIEW The Oregon Rural Tourism Studio is a training program designed to assist Oregon communities that have identified tourism development as one of their priority economic development strategies. The program assists rural communities with the development of their tourism industry in a way that will help stimulate the local economy, protect and enhance local natural and cultural resources, and foster pride amongst participants. As a result of the program, Travel Oregon hopes to see an increase in high-value, authentic experiences for travelers across the state that will contribute to community livability and help strengthen our state s position as a premier tourism destination in North America. Travel Oregon will deliver the curriculum in concert with key partners who bring expertise in subjects of importance to the program. Currently, Travel Oregon is working with Future iq Partners, Sustainable Travel International, Metropolitan Group, Pandion Consulting and Write to Know Consulting to design and deliver curriculum. Currently, Travel Oregon delivers this intensive program in one destination each year. PROGRAM GOALS The goals of the Rural Tourism Studio program are to: Raise the awareness and understanding of the value of the tourism industry and important trends Engage a broad cross-section of the community including civic and business leaders in a dialogue to identify strengths and opportunities for capitalizing on trends in the tourism industry Spark creativity and enthusiasm in community leaders to contribute to making Oregon a premiere tourism destination Connect community and business leaders with resources to help develop new authentic tourism products and leverage the assets they have Develop tourism experiences and products that sustain or enhance the geographical character of a place its environment, culture, aesthetics, heritage, and the well-being of its residents Stimulate new local business development Establish positive relationship between community leaders and the state s tourism development and marketing organizations RURAL TOURISM STUDIO OVERVIEW page 1
INTENDED PROGRAM OUTCOMES As a result of participating in the program, communities will come away with: A vision for tourism in the region A set of priority actions for tourism development in key niche markets A comprehensive list of tourism assets upon which to build Engaged project leaders at the local level who can take workshop outcomes and manage the timeline, partners, and project deliverables Momentum on at least one new project that can begin immediately following the program Preferred applicant status for the Travel Oregon annual Matching Grants Program for up to $20,000 At the end of the program, participants will come away with: An appreciation of tourism s role in the Oregon economy and its potential locally New skills and knowledge for applying to business endeavors and community projects New connections with others in the community and in the state with similar interests and ambitions A strong foundation in marketing essentials with knowledge of regional and state programs to leverage New connections to tourism development specialists and resources that can be called upon during project implementation A clear sense of what action steps can be taken in the community to enhance the destination A certificate of completion PROGRAM DETAILS Nature of a studio: The term Studio was purposefully chosen for the name of the program to indicate that this will be a participatory and hands-on experience for all participants. The modules are carefully designed to have a balance of new information and new skills for practical application. Sessions will involve active participation to encourage learning by doing, and to create leave behind products that will be useful to the community long beyond the duration of the program. Sustainable tourism principles: The program has been designed using a set of sustainable tourism principles (see pg. 12). We will be learning how to develop tourism in this region using these principles throughout the program. Customized program: Each series of workshops is customized to fit the needs of a participating community or group of communities. Travel Oregon works with a local steering committee to customize the program curriculum at the outset. The local steering committee typically involves the Regional Destination Marketing Organization and the Destination Marketing Organization of the participating community or area as well as other business or community leaders as deemed appropriate to assist with the program. The steering committee also hosts the program and communicates with constituents in the participating region. RURAL TOURISM STUDIO OVERVIEW page 2
Duration: The Rural Tourism Studio program includes 6-7 workshop days over the span of four months. Because participants in the tourism industry will be busiest May through September, the program will typically run late fall through mid-winter or mid-winter through early spring. A typical schedule might be October through January (fall) or February through May (spring). Participants: The program is designed to engage a broad cross-section of community leaders from rural communities. The program will be delivered in one community that may serve as a central point for a group of communities that may define themselves in a common region. Ideally the program will engage 25-50 participants from diverse perspectives from a given region. Specifically, we hope to engage small business leaders, entrepreneurs, tourism industry professionals, community planners, economic development professionals, public land managers, elected officials, non-profits with social, environmental and cultural missions, and community volunteers. We strive for diversity in the program by engaging representatives from all cultural and socio-economic segments of the population from youth to community elders. Cost to participating community: Travel Oregon s goal is to make this a low-cost program for participating communities. In order for us to do so, we must enlist the help of the community! In order to host the Rural Tourism Studio Program, community leaders must assist with the program in the following ways. Establish a local steering committee to help set the direction and customize the program Distribute information about the program to target communities Solicit involvement from community members Design a tour of the community s local tourism assets Provide meeting space for the workshops to take place Provide information on local caterers (and arrange catering when possible) Provide support to community members at the completion of the program to ensure that the tourism plan results in action Assist with program evaluation Serve as ambassadors for the process As a result of this contribution, the standard program is offered at a low cost to community members. Should a community want to go beyond the basic program by adding extra modules or enlisting the more extensive services of a partner organization, a fee for services arrangement is possible. Participant Responsibilities: While the program is inexpensive, we ask that participants take the program seriously. In order to get the most out of the program, participants need to be willing to: Attend all sessions Arrive at 10-15 minutes early to each session to settle in so that the session can start right on time Participate fully and respectfully Fill out participant evaluations following each workshop Work actively with the local steering committee after the program ends to assist with implementing the priority actions identified during the program RURAL TOURISM STUDIO OVERVIEW page 3
PRINCIPLES OF SUSTAINABLE TOURISM In 2003, the Oregon Tourism Commission commissioned research on national and international best practices in tourism to shape a set of sustainable tourism principles to guide local tourism planning. Rural Development Initiatives conducted the research and developed a set of principles that have since been shaped by the Oregon Tourism Commission and the Oregon Sustainable Tourism Advisory Committee to arrive at what we use today. Sustainable tourism 1. Is integrated with and respectful of the culture, homeland, heritage, and people of a place Tourism enhances communities by increasing local awareness and pride in what makes each place and its people special. 2. Provides a unique and authentic experience for the visitor Visitors leave satisfied, excited, and more knowledgeable about the locale. They bring new vacation stories home and send friends off to experience the same thing. 3. Generates localized economic development benefits Diverse opportunities are created for local entrepreneurs, local jobs and many locally owned businesses to grow and reinvest in the community. 4. Generates development that has a balanced and beneficial impact on the environment Businesses and communities choose green techniques for constructing and operating facilities in a way that conserves resources, utilizes local materials and reduces environmental impacts. 5. Generates revenue that is invested in conserving and enhancing the unique features of the community A portion of tourism revenue supports efforts such as open space preservation, conservation efforts, educational programs, and social programs. 6. Provides an educational experience for the visitor that leaves them enriched and inspired to create positive change at home Residents share local knowledge, history, customs and the unique ways in which we do business in a way that has a positive and lasting impact on the visitor. 7. Encourages diverse parties to work together to create new opportunities and to address common challenges Communities are successful at leveraging and coordinating the efforts of many diverse people and entities. 8. Serves target markets that are profitable, with promising long-term viability Tourism leaders target market segments most likely to appreciate, respect, and disseminate information about the distinctive assets of the locale. RURAL TOURISM STUDIO OVERVIEW page 4
OREGON Rural Tourism Studio Logic Model: Inputs and Outputs INPUTS BY TRAVEL OREGON (activities) OUTPUTS (by end of RTS Workshops) Pre-RTS Workshops Select RTS Community based on application submitted by locally organized committee Facilitate development of robust, representative local organizing committee with key partners Facilitate and document community outreach events to develop Community Asset Inventory and initial vision Support supplemental market analysis where possible Document baseline conditions, including compilation of existing data Support recruitment of participants in RTS workshops Assist with identifying local resources to support program activities and followup work RTS Workshops Deliver six RTS Studio Modules and two associated events, in partnership with all departments of Travel Oregon and its relevant local and regional marketing partners Facilitate formation of local steering committee and initial action teams Post RTS Workshops Provide Matching grant funding for Action Team projects Provide Community-based coaching to assist Steering Committee and Action Teams with developing focused work plans, sustaining momentum and trouble shooting Coordinate local efforts with Travel Oregon Continue formal progress assessment and document successful case studies Feed emerging niche market intelligence surfaced in RTS communities to influence TO statewide priorities Annual RTS Gathering Bring RTS participants together to share experience, models, lessons learned Provide advanced workshops relevant to destination and product development Recognize local accomplishments Participation* Local organizing committee recruits (at least x) participants for community outreach events Local organizing committee recruits (at least x) participants to attend each RTS workshop, and participation includes (at least x) existing tourism businesses or potential entrepreneurs (At least x%) RTS participants attend at least 4 workshops (attain graduate certificate) (At least x%) commit to participating on initial steering committee and and/or one of 2-4 action teams formed to move ideas and projects forward Short term value delivered RTS participants find value in workshops Participants have new awareness and knowledge of tourism development opportunities and resources New connections made across diverse sectors in the community, including deeper relationships established between state and regional tourism development organizations and local players RDMO is engaged with key stakeholders and projects Clear written vision, measurable goals and strategy in place that reflects market opportunities, community assets and values * Set measurable targets as part of work with organizing committee RURAL TOURISM STUDIO OVERVIEW page 5
OREGON Rural Tourism Studio Logic Model: Outcomes OUTCOMES: SHORT TERM (3-12 months post workshop) OUTCOMES: INTERMEDIATE (12-24 mos. after workshops end) OUTCOMES: LONG TERM (2-5 years) Leadership/Capacity (At least 2) Action teams are actively meeting with coconveners and a minimum of engaged members Key regional, state and federal organizations and potential funders are engaged in advancing the RTS vision and workplan RTS participants continue to find lasting value and apply information and skills from the RTS workshops Leadership Capacity Implementation system gels: visible synergy and momentum of action, and evolution of original action team structure as needed for effectiveness Leadership capacity Leaders from Tourism Studios across the states are linked with each other as a learning and resource network Refreshed 3-year action plan in place Product Development to expand seasons, length of stay, range of activities, and visitation as appropriate for region Priority projects clearly articulated with action plan in place Identify locally determined progress indicators for results of product development activities Product Development Visible progress on locally determined progress indicators in implementing product development activities New tourism products available in market as a result of RTS workshop participation or RTS follow-up activity Product Development Tourism products and services are linked by high quality, high value added itineraries Impact Mitigation to address overuse or congestion Priority projects clearly articulated with action plan in place Identify locally determined progress indicators for results of implementing impact mitigation activities Impact Mitigation Visible progress on locally determined progress indicators in implementing impact mitigation activities New tourism management strategies as a result of RTS workshop participation or RTS follow-up activity Impact Mitigation Congestion and overuse of sensitive areas is measurably reduced. Marketing Priority projects clearly articulated with action plan in place Increased coordination of marketing efforts within RTS region Increased coordination of marketing efforts with Travel Oregon and RDMOs Increased clarity of marketing objectives Marketing Increased market recognition as a quality sustainable tourism destination (as per national and international best-of list) Local marketing initiatives are tied into regional and state marketing channels and campaigns, including niche markets Marketing Increase in repeat visitors Economic Impact- none at this time Economic Impact Observable changes in visitor volume, patterns of visitation (locations, activities, season, length of stay), and visitor spending New tourism-oriented business formation and/or expansion Economic Impact Continued observable changes in visitor volume, patterns of visitation (locations, activities, season, length of stay), and visitor spending: o increase in daily visitor spending o increase in overnight trips o increase in activities outside peak season Continued new tourism-oriented business formation and/or expansion, resulting in increased employment opportunities Sustainability Community secures matching funds for its priority projects and submits matching grant applications to Travel Oregon that reflect clear connections to goals of RTS Travel Oregon matching grant awarded New, more diverse mix of people involved in tourism development activities through action teams or other mechanisms (e.g. volunteerism at events that bring in visitors, etc.) Sustainability Increased integration of tourism planning with other community and regional stakeholders New partnerships and new resources for tourism development, including more integrated relationships between state and regional tourism development organizations and local players Sustainability Strong organization (may or may not be new) to continue planning and coordinating activities toward realization of long term vision as articulated through RTS workshops Demonstrable progress toward 15-year community tourism vision Increased local resources for tourism in place Increased participation by local businesses in Travel Oregon Forever programs RURAL TOURISM STUDIO OVERVIEW page 6
rural TOURISM STUDIO MATCHING GRANT PROGRAM HIGHLIGHTS Travel Oregon has allocated $20,000 for investment in the Oregon Rural Tourism Studio Matching Grant Program for each graduating region. Upon successful completion of this grant, additional funding opportunities from Travel Oregon may be available. 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 $20,000 in matching grant funds. A local non-profit organization or public agency needs to serve as fiscal agent for the grant. Step 1 of the application process is to submit the Project Concept Worksheet to Travel Oregon. Once the project concepts have been approved by Travel Oregon, you will complete the application to provide detail on project objectives, budgets and timeline. The application will be due six months after the completion of the Rural Tourism Studio. The matching grant application may include up to three project ideas for a maximum total request of $20,000. Matching grant projects must be aligned with and in support of the local priorities identified in the Rural Tourism Studio. A one-to-one match will be required to receive matching grant funds. In-kind contributions can be used for up to half of the match provided. For example, if you are applying for a $10,000 matching grant, you can provide a match of $5,000 in cash and $5,000 worth of in-kind contributions. You will receive 50% of grant funds up front to get started on your project and you will receive the final 50% of funds once the projects have been completed, reviewed and approved. You will have one year to complete the projects from the time the grant funds are awarded. RURAL TOURISM STUDIO OVERVIEW page 7