River Canyon CountryDecember 2012

Cultural and Agri-Tourism Development Workshop

Presented by:

David BeurleKristin Dahl

Cultural and Agri-Tourism Development Workshop

Program Overview:

• Connection to vision for tourism• Potential in this region?• Trends and the opportunities and impacts• Case-studies; the good, the bad and the ugly• SWOT of the region • Products and experiences• Where to from here?

A reality check….

• Cultural and agri-tourism can be successful and rewarding.

• But -there are more failures than successes– why?– Survival motivation– Lack of required skills – Limited scale and capital – Poor understanding of sophisticated market– Lack of coherent strategy and cohesion– Complex regulatory environment

• Rural Tourism Studio very important.

RIVER CANYON COUNTRY – DRAFT 2030 VISION

River Canyon Country in 2030 is a region that is engaged toward a common future with a clear shared identity. The community has worked hard to build on values of quality education, health and creating an active lifestyle, and this has paid off in having a dynamic and high caliber workforce and strong social capital. This is reflected in how our community organizations and volunteers work together in a coordinated and cohesive manner. This cohesion allows us to adapt and capitalize on new and emerging opportunities, while maintaining our strong community base. We value our people and invest in creating opportunities for them to work, contribute and thrive in the region.

We have beautiful landscapes, parks, and natural vistas, which are now connected by a highly developed network of trails, by-ways and transport systems. We have a strong economic tourism infrastructure focused on leveraging our unique regional assets of local food, outdoor recreation and cultural diversity and identity. Our thriving economy is built on our locally owned entrepreneurial businesses, and complemented by world-class destinations. We are known worldwide for our authentic, family friendly and environmentally sustainable practices. We have become a renowned mecca for well managed outdoor and eco-tourism and cultural experiences that make us the ‘must-do’ destination for our many new and return visitors from across the world

Connecting to the vision….

• Where does cultural and agri-tourism support the vision?

• What potential do you think this region has to become an iconic destination for cultural and agri-tourism?

• How can this sector benefit the region?• What is the unique package of offering or niche

the region offers?

FUNDAMENTAL PROPOSITION

What is the unique destination and sector proposition?

(This is compelling story about why you should come here; and, what you will get)

The source of observations and case-study material

• A series of international study tours and site-visits

• Work in North America and Europe

• Travel Oregon’s long history and expertise in Tourism

Macro Trends – a quick scan

Global trends in agriculture

• Emerging power of retailers – access to unique consumer information and control over supply chains

• Farm gate cost-price squeeze is universal.• Globalization removing most trade and investment

barriers. • Fewer larger players exerting more control over the

food chain.• The role of Government is changing – less support but

more regulation in areas of food safety

What does this means for local Tourism?

Shifts in societal values

• Concern about global climate change• Emerging new generational values• Health consciousness increasing – USA lagging• Desire for experienced-based activities• Stronger environmental awareness• Growing disconnect between urban and rural• Impact of economic meltdown

What does this means for local Tourism?

Increasing consumer awareness

• Increase in demand for organics• Debate about GM (and bans)• Re-examination of food systems- energy costs• Slow Food movement – alternative perspective• Mad cow disease – altered trust factor• Food recalls – contamination concerns (China,

USA)What does this means for local Tourism?

Case Studies around the world

Success and failure

Lessons for region from trends and case studies

Group Discussion

Group work session

SWOT Analysis

STRENGTHS• Low cost, low-hanging natural resources to build our tourism economy

from (rivers, lakes, birding, farming)• There are a lot of businesses out there that would like to see their

businesses grow• ‘Get Real’ – it’s a real place, not manufactured, it is old (original)

mainstreet• Between two populations centers (Bend, Portland), between two airports• Still offer the small-town experience (less crowded/populated)• Have a stout set of cultural and agricultural assets already; Products have

grown organically• entrepreneurial spirit exists, particularly in cultural/agricultural arena• Isolation has stimulated a ‘can-do’ environment• Farms are 320 acres or less, operated by one family open to evolution

and adaptation • Near/on Hwy 26 and Hwy 97• Similarly being off the beaten path• A resilience / adaptability even despite global trends

• Lack of capacity to promote/market an event likely due to a lack of knowledge of ‘how-to’ & resources

• Region is outside the fast-responding media; events/issues not covered– Mistrust of key media outlets

• An unwillingness from farm business owners to open an agritourism business – regulations?

• It is also daunting for a small farmer to open an agritourism business due to the regulatory environment

– Fear of what could jeopardize my business potentially

• Seasonality – mt pass becomes a barrier during winter months• Pioneering spirit can also be self-limiting and hamper collaboration• Difficult for one-family farm owner to expand their services • Lack of a destination marketing organization for this destination (this

region) within current activities / organizations• Crime, drugs, alcohol issues due to location to I-97; rapidly declining

transportation infrastructure

WEAKNESSES

• A tourism ambassador program who could be familiar with all the opportunities in the region

• Build upon the region’s recognition as an outdoor recreation destination

• GOOD WEATHER: 300 days of sunshine• Build our story line and differentiate the experience here in the

region• Wide variety of ag• Things already happening here that we can branch out from –

possibility of broadening audience for knitting events, etc. Possibility to ‘knit these experiences together’

• To collaborate• Build a coherent regional strategy that is inviting to entrepreneurs as

well as strategically engaging public agencies • Museum @ Warm Springs celebrating its 20th Anniversary -- 2013

OPPORTUNITIES

• Fear of local laws/ordinances for business start ups – and the reality of these

• Reaching carrying capacity – how much can we grow in areas that may be at risk of being ‘loved to death’

• Large projects imploding leaving a major void • Energy crisis • Perceptions of what’s here – peoples only experience may be

driving through on Hwy 26 or Hwy 97• Tax-funded initiatives coming and going• Short term vs long-term thinking

THREATS

Cultural and Agri-Tourism– a framework

What are you selling?

• Experiences– Connection to nature / cultural / rural / outdoors– Romantic / Healthy / Quiet / Adventure / Cultural– Educational / Learning / Connecting

• Goods– Food (local and retail)– Specialty products (oils / soaps)– Crafts /Artifacts / Art

Where do you sell it?

• Site based destination (e.g. farm)– ‘Value-add’ occurs on farm.– experience and goods only available ‘on-site’.

• Regional / community destination– ‘Value-add’ occurs in regional context – somewhere

in region or associated with region.– Experience and goods available in off-farm locations;

but strongly connected to rural / agricultural context – generally only available within the specific region.

Agri-Tourism product matrix

Site Destination Regional destination

Experience

Goods

Agri-Tourism product matrix

Site Destination Regional destination

Experience •Farmstay / B&B / Spa•Farm Events (tulips)•U-pick/ harvest•Working farm holidays•Farm / Ranch education

•Festivals / Events •Regional food /cuisine•Food and wine trails•Gourmet treks •Culinary schools

Goods •Wines and oils•Organic / fresh foods•Arts and crafts•Roadside stalls

•Farmers markets•Regional retail branding•Specialty outlets•Food baskets

Pros and Cons

Site Destination Regional destination

Experience

Goods

Pros and ConsSite Destination Regional destination

Experience •On-farm issues – liability and people in house•Potential restrictions on activities•Often personality based and time demanding – in competition with mgt time•Can be rewarding

•Lot of work; complex organization; but big premiums•Difficult to quantify direct benefits•Subject to volatile economy •Large scale – requires collaboration •Discerning customers (fussy)•Build off other assets in region

Goods •Can be difficult to extract premium (except with capital intensive iconic wines /oils•Potential for saving out of value chain (cut out steps)•Easy to control reputation

•Can be expensive to support•Chance of failure is higher•Quality and consistency are key issues•Difficult to compete with big chains and alliances

Building the industry

• Key products / events / experiences that can be leveraged?

• What cross-linkages need to be created?• What gaps are there?• How does cultural and agricultural tourism l

link into overall RCC offering`?

Action Steps…

• How else needs to be at the table?• What partnerships are needed?• Key priority action steps?