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Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism:  Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism Steve Burr, Extension Specialist in Outdoor Recreation and Tourism Karen Biers, Extension Specialist in Entrepreneurship/Home-Based Business Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism:  Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism Utah Tourism at a Glance—2000 Tourism in Rural Utah Tourism Dependence and Economic Benefits Tourism as a Development Industry and Rural Tourism Development Natural Resource Based Tourism Utah’s Tourism Product Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism:  Opportunities in Rural Utah Through Heritage, Nature, and Agricultural Tourism Developing a Package of Tourism Experiences Natural Allies Outdoor Recreation Nature Tourism Agricultural Tourism Heritage Tourism Marketing Heritage Tourism Products UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development:  UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Estimated 17.8 million non-resident person-trips to Utah 750,000 international visitors $4.25 billion in traveler spending for Utah’s economy UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development:  UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Tourism is among Utah’s 'Top 5' economic activities (manufacturing, trade, services, government) $340 million generated in state and local tax revenues $155 per Utah resident generated by out-of-state tourists These taxes help pay for services and infrastructure that residents enjoy. UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development:  UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Employment 121,500 total jobs in travel and tourism related industries 68,000 direct jobs 53,500 indirect/induced jobs Represents 11.3% of total non-agricultural employment UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development:  UTAH TOURISM AT A GLANCE—2000 Utah Division of Travel Development Six counties— Salt Lake, Summit, Utah, Washington, Davis, Weber— account for 80% of tourism-related spending and employment in the state. Tourism in Rural Utah:  Tourism in Rural Utah Counties with smaller populations, located largely in rural Utah, can be much more dependent on tourism dollars than large metropolitan counties. Tourism Dependence% of Total Employment in Tourism-Related Jobs:  Tourism Dependence % of Total Employment in Tourism-Related Jobs Tourism Dependence% of Total Employment in Tourism-Related Jobs:  Tourism Dependence % of Total Employment in Tourism-Related Jobs Tourism as a Development Industry:  Tourism as a Development Industry Tourism relies on the development and utilization of natural, historical, cultural, and human resources in the local environment as tourist attractions and destinations. Tourism creates recreational uses for natural and human-made amenity resources and converts these into income producing assets. Rural Tourism Development:  Rural Tourism Development Great interest in rural tourism development to help diversify and stabilize rural economies. Tourism can be part of the 'economic mix' in rural communities. Maintain tourism at an appropriate scale; an appropriate part of overall economic activity. Ensuring Continued Positive Economic Benefits...:  Ensuring Continued Positive Economic Benefits... 'We need to ensure continued positive economic benefits from these visitors, so it is important to protect and enhance those aspects of the state that draw them here in the first place.' Governor Michael O. Leavitt, 'Quality Tourism Needs Quality Growth,' in Travel Barometer, Utah Division of Travel Development, February 1999 Natural Resource Based Tourism:  Natural Resource Based Tourism Based on Utah’s natural resources and amenities Rural communities have attractive natural resources and amenities. Opportunities exist for a variety of tourism-related businesses. Utah’s Tourism Product:  Utah’s Tourism Product Natural Resources andamp; Cultural Amenities Landscape Diversity—Alpine to Redrock Spectacular Wildlands andamp; Wildlife Western Experience and Values Mormon Pioneer Heritage Farming/Ranching Heritage Native American Heritage Utah’s Tourism Product:  Utah’s Tourism Product The people of Utah… Proud Heritage Industrious Friendly Neighborly Caring Strong Family Values Diversity Opportunities in Rural Tourism Development:  Opportunities in Rural Tourism Development Focus on development of compatible, dispersed tourist businesses that help vitalize the local economy. 'Destination Tourism' versus 'Windshield Tourism' Tourism Trends:  Tourism Trends People are taking more frequent, shorter vacations, rather than one long vacation each year. There is a growing interest in vacations that involve active participation, experiencing, and learning. There is a steady interest in outdoor recreation activities by tourists. Trends Due to Demographic, Economic, and Cultural Changes:  Trends Due to Demographic, Economic, and Cultural Changes Increasing urbanization of the U.S. Aging of the U.S. population Shrinking size of households Increases in discretionary income Increase in two income households Increasing interest in and concern for the natural environment Develop a Package of Activities & Experiences:  Develop a Package of Activities andamp; Experiences Today’s tourists are willing to pay for quality experiences, services and products, but there must be enough activities and places to visit. Develop a quality package of activities andamp; experiences to both attract visitors and convince them to make an extended trip. Natural Allies:  Natural Allies Outdoor Recreation Nature Tourism Agricultural Tourism Heritage Tourism A Package of Tourism Experiences:  A Package of Tourism Experiences Steady public interest in the use of our natural resources for Outdoor Recreation activities. Increasing interest in experiencing the activities of the farm or ranch for Agricultural Tourism. Growing interest in our significant cultural and historic resources for Heritage Tourism. Outdoor Recreation:  Outdoor Recreation Remains among the top purposes for leisure travel in the U.S. Almost 80% of tourists say scenery is one of their top considerations in selecting a destination for travel. Outdoor Recreation:  Outdoor Recreation Fastest growing recreation activities: birding/wildlife observation walking/hiking/backpacking snowmobiling/OHV driving bicycling/mountain biking snow skiing/snowboarding swimming canoeing, kayaking, rafting Nature Tourism and Tourists:  Nature Tourism and Tourists Discretionary travel to natural areas that conserves the environmental, social, and cultural values, while generating an economic benefit to the local community. Travelers who spend time and money to experience the outdoors, and learn more about a particular destination with a concern for minimum impact and sustainability. Nature Tourism:  Nature Tourism Nature Tourism, particularly wildlife watching and birdwatching, ...is one of the fastest growing sectors in the travel and tourism industry. Agricultural Tourism:  Agricultural Tourism The act of visiting a working farm, working ranch, or any agricultural, horticultural, or agribusiness operation... Agricultural Tourism:  Agricultural Tourism ...for the purposes of enjoyment, education, and active involvement in a variety of activities and experiences. Agri-Tourism includes...:  Agri-Tourism includes... Dude or Guest Ranches Pick Your Own Produce Roadside Stands Farm and Ranch Educational Tours Farm and Ranch Bed andamp; Breakfasts Agricultural Heritage Festivals andamp; Fairs Tasting Events Ag Museums Agri-Tourism is Value Added Complementary Items or Activities:  Agri-Tourism is Value Added Complementary Items or Activities On-Farm/Ranch Camping Fishing andamp; Hunting Guided Tours Wildlife Observation Birdwatching Nursery Plants Honey Local Arts andamp; Crafts Places to Eat Refreshments 'Your Ranch' T-Shirts Outdoor Recreation Heritage Activities Wild Flowers Gardens Heritage Tourism:  Heritage Tourism Discretionary travel to areas rich in significant cultural and heritage resources worthy of preservation Heritage Tourism:  Heritage Tourism Conserves local social and cultural values, while generating an economic benefit to the local community. Heritage Tourists spend time and money to experience local culture and heritage, and learn more about a particular destination. Heritage Tourism Activities:  Heritage Tourism Activities Festivals andamp; Special Events Museums Visits to State/ National Parks Shopping andamp; Dining Arts andamp; Crafts Music Song Dance Historic Buildings Architecture Rendezvous Gatherings Traditions andamp; History Interpretation Guided Tours Living History Driving Tours Scenic Vistas Ethnic Foods Heritage Sites Product Development and Marketing:  Product Development and Marketing To maximize potential economic impact, individuals and communities need to develop products and marketing strategies based on knowledge of different market segments. Navajo Story Basket by Lorraine Black Courtesy Utah State Folk Art Collection Marketing Heritage Tourism Products:  Marketing Heritage Tourism Products Effective marketing is essential to managing and promoting quality tourism development. Marketing the Heritage Tourism Product Identification and Development Positioning the Product Targeting the Market What is Heritage?:  What is Heritage? Utah people learn from families, neighbors, religious communities, and ethnic communities. Each of these groups provide wisdom and knowledge that is handed down from generation to generation. Over time this knowledge and wisdom results in a unique blend of cultures and traditions that is called heritage. Marketing Heritage Tourism Products :  Marketing Heritage Tourism Products Product Identification Inventory community/regional resources, including artisans and crafters. Categories of Heritage Products Folk Art Heritage Food Heritage Experience Historical Reproduction Fine Art Utah Artisan Handicraft Marketing Heritage Tourism Products:  Marketing Heritage Tourism Products Identification and Development 'Really getting to know a community’s cultural resources requires considerable familiarity with grassroots artists and craftspeople ….' Robert Cogswell, 1996 Marketing Heritage Tourism Products:  Marketing Heritage Tourism Products Product Development Incorporate products into a community/regional package of experiences. Focus on sustainability. Positioning the Product Niche marketing Targeting the Market What are Heritage Products?:  What are Heritage Products? Products produced in a region that are representative of its history, heritage, and culture. Broadly defined to include crafts, furniture, food, textiles, pottery, art, and other products which reflect the local heritage and can be marketed to tourists. Heritage Products:  Heritage Products Utah’s artisans and crafters create beauty to adorn everyday existence and this artistry serves as a measure to preserve cultural identity. Heritage Products:  Heritage Products Heritage products are grounded in the creator’s roots and might include: Native American Heritage Native American Folk Art Pioneer Heritage Rural Folk Art Farming/Ranching Heritage Occupational Folk Art Heritage Products:  Heritage Products Native American Folk Art Shoshone Moccasins by Hazel andamp; Wallace Zundel Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Native American Folk Art Navajo Wood Carvings by Rena andamp; Harrison Juan Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Native American Folk Art Navajo Sandstone Toy by Homer Warren Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Native American Folk Art Cradleboard by Patty Dutchie Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Native American Folk Art Navajo Story Basket 'Home of the Butterflies' by Mary Holiday Black Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Rural Folk Art Hidden Crochet Sego Lillies by Ada Jensen Courtesy Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Rural Folk Art Woodcarvings by Ken Kind Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Rural Folk Art Hooked Rug by Ferl Blackburn Courtesy Utah State Folk Art Collection Heritage Products:  Heritage Products Rural Folk Art Mormon Pine Single Lounge by Dale Peel Heritage Products:  Heritage Products Rural Folk Art Loomed Rag Rug by Ron Bushman Heritage Products:  Heritage Products Occupational Folk Art Hobble by DeWitt Palmer and Lisa Shaw Quirt (whip) by Max Godfrey Heritage Products:  Heritage Products Occupational Folk Art Horsehair Hackamore by Lynn Cuch Establishing Heritage Products :  Establishing Heritage Products Provide technical assistance for local artisans and crafters: Planning Promotion Pricing Production Legalities of Operating a Business Establishing Heritage Products :  Establishing Heritage Products Planning What do you want to achieve? What objectives will result in achievement? Establishing Heritage Products :  Establishing Heritage Products Promotion Be objective What are you selling? consider the market, not the medium Uniqueness of product hangtag history/background Establishing Heritage Products :  Establishing Heritage Products Promotional Materials Brief biography (1st person) News release piece (3rd person) Personal or cultural statement What the art form means to you/your community Artistic statement Resume Brochure/photographs/business cards Establishing Heritage Products :  Establishing Heritage Products Pricing Actual costs of production Price tourist is willing to pay Woodcarving by Roger Chamberlain Establishing Heritage Products :  Establishing Heritage Products Production Time intensive Other support in the community Resources Establishing Heritage Products :  Establishing Heritage Products Legalities Business structure Insurance Business license Regulations specific to type of business Zoning Suggestions for Getting Started:  Suggestions for Getting Started Make use of human and financial resources. Set priorities and measurable goals. Protect and manage your resources. Look to the future as well as the present. Be sure the choices you make now will improve your community for the long run. Suggestions for Getting Started:  Suggestions for Getting Started Develop a multi-year, many-tiered marketing plan that targets your market. Look for partners in local, regional, state, or national groups. Utah Heritage Areas and Corridors:  Utah Heritage Areas and Corridors A special initiative of the Utah Department of Community and Economic Development Administered by the Utah Division of State History We’d like to hear from you!:  We’d like to hear from you! Dr. Steve Burr Extension Specialist Outdoor Recreation and Tourism Utah State University 5220 Old Main Hill Logan, Utah 84322 (435) 797-7094 swburr@ext.usu.edu Karen Biers Extension Specialist Entrepreneurship/ Home Based Business Utah State University 2949 Old Main Hill Logan, Utah 84322 (435) 797-1534 karenb@ext.usu.edu Slide66:  Slide67: 

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