California Cultural and Heritage Tourism Council

“Working Together” Symposium May 12, 2005

California Cultural and Heritage Tourism Council

“Working Together” Symposium May 12, 2005

California Cultural & Heritage California Cultural & Heritage Tourism CouncilTourism Council

Why are we here?Why are we here?

• Preserve, protect, interpret and promote Cultural Heritage Places and Activities

• Encourage interagency cultural/heritage tourism cooperation

• Leverage Existing Resources• Provide forum for information exchange• Promote cross-county and cross region participation• Commitment to seek out grants, funds - private/public

THEREBY CREATING AWARENESS & SUPPORT

Today’s TopicsToday’s Topics

• Economic Impact of Tourism

• Importance of Heritage Preservation

• Importance of Arts and Cultural Assets

• Cooperative Marketing & Partnership

• Cultural & Heritage Tourism

CA is #1 Destination in U.S.CA is #1 Destination in U.S.

• In 2003, Tourism: Generated $82.5 Billion in Direct

Travel Spending for CA’s Economy Increased 7.4% from 2003 Employed Nearly 900,000 Californians Produced $5.2 Billion in Direct State

and Local Tax Revenues for CA

Tourism is an Economic EngineTourism is an Economic Engine

• 4th Largest Employer in California

• Among the Top 3 Export-Oriented Industries in Gross State Product

• Contributes as Much to the Gross State Product as Agriculture and More than the Motion Picture Industry

Tourism $’s Benefit Every CountyTourism $’s Benefit Every County

• Large – Los Angeles: $17 Billion; 157,000 Jobs

• Small – Sierra: $16 Million; 240 Jobs

• Tourism Benefits ALL CA Counties ($1.3 Billion = Avg. Visitor Expenditures Received per CA County)

Culturalor

Heritage Venue

Hotel

Hotel

City

Region

California

California

USA

USA

City

Region

Target = Retail /Cultural Venues/Restaurants/Activities

Destination Marketing Strategy

Role of CA Tourism & Cultural VenuesRole of CA Tourism & Cultural Venues

What is a Cultural Heritage Experience?What is a Cultural Heritage Experience?

• Visit National or State Park• Visit Historic Site• Attend Festival/Crafts Fair• Engage in Cultural Activity

(museum/play/concert/art gallery)

Further DefinedFurther Defined

• Cultural Tourism Visual Arts Performing Arts Humanities Sciences &

Technology Ethnic

festivals/cultures

• People

• Heritage Tourism Historic Sites Historic Landmarks Historic Corridors Historic Districts Architecture

• Places & Events

Cultural Heritage Assets in CACultural Heritage Assets in CA

• California State Parks 278 State Parks (47 Historic)

3,000 Historic Buildings 10,000 archeological sites 46 house museums

• USDA Forest Service 55,000 historic/prehistoric

sites, trails, etc.

Cultural Heritage Assets in CACultural Heritage Assets in CA

• National Park Service 27 Parks in California

• Millions of acres of BLM land• Over 1600 Museums• Hundreds of Cultural Heritage Trails

Golden Chain Highway (Gold Rush) Cesar Chavez Trail (Agricultural) Bay Trail (WWII Heritage) Mission Trail

• 10,000 Non-Profit Arts Organizations• 83,000 For-Profit Arts Organizations

TIA Smithsonian Survey 2003TIA Smithsonian Survey 2003

81% (up from 65% 1998) of 81% (up from 65% 1998) of American travelers included a American travelers included a cultural, arts, heritage or cultural, arts, heritage or historic activity or event while historic activity or event while on a trip of 50 miles or moreon a trip of 50 miles or more

• 32% (29.6 million) added extra time because of this cultural activity or event

• Increase of 13% since 1998

• 43% added part of one day – down 18%

• 31% added one night – up 1%

• 19% added two extra nights – up 15%

• 7% added three or more nights – up 3%

Cultural and Heritage TouristsCultural and Heritage Tourists

• Spend 38% More per Trip

• Stay 38% Longer away from Home

• 30% choose destinations for specific historic or cultural events or activities

• 39% say trips that include cultural, arts, historic or heritage activities “are more enjoyable”

Partnership between CA Tourism; CA Arts Council; CA State Parks; CVBs of SF, LA, Sacramento and SD; Sacramento Metropolitan Arts Commission; City of SD Commission for Arts & Culture; SF Grants for the Arts and the LA County Arts Commission

““California: Culture’s Edge”California: Culture’s Edge”

• First national Cultural Tourism Campaign

• Partners: California Tourism, LA, SF, & SD CVBs, American Express and more

• 62.8 cultural heritage visitors in 1999

• 12.3% increase over 1998

• Travelers added $17.7 billion to state’s economy

• Goals include: Promoting CA’s unique heritage Promoting the CA Arts Industry Promoting the CA tourism industry Developing a new Cultural Tourism

marketing effort Developing a public-private Cultural

Tourism collaboration Integrating public and commercial Web sites

to optimize collaboration

Culture California Web SiteCulture California Web Site

• www.culturecalifornia.com• Free interactive portal for posting and finding

cultural/heritage events and venues• One-stop research tool to California’s cultural heritage

attributes• Link from California Tourism website

(6 million hits per month; 1.1 million unique visitors yr)• Goals include:

Promoting California’s Unique Heritage Promoting the California Arts Industry Promoting the California Tourism Industry Developing a sustainable new Cultural Tourism Marketing Effort Developing a viable public-private Cultural Tourism Collaboration Integrating public and commercial websites to optimize collaboration

Culture California Web SiteCulture California Web Site

Culture CA: Latino HeritageCulture CA: Latino Heritage

• First heritage focus (2002)• Developed Website• 16 page print piece• Distribution (over 1 million):

Insert Smithsonian Direct mailings

• Half Hour Television Program on “The Best of California” reaching over 1 million CA Households

Culture CA: African American HeritageCulture CA: African American Heritage

• 2003 heritage focus• Redesign of web site• 8-page print piece• Distribution of piece (over 1.4

million):- Travel Holiday magazine- Black Meetings & Tourism magazine- Travel & Leisure magazine- Direct Mailings (American Express)- “O” Magazine (Oprah)

• Public Relations effort around Juneteenth ’03

• Half-Hour “Best of California” Television Program reaching 15 million households Western Region w/exposure on Web Site

Cardmember Spending Data

5,000 received the CA travel planner

• 2,751 traveled & made purchases in CA

• 55% activation rate

• $55,806,362 total spending in market during 5-month promotional period, 4/1/03–9/30/03

Breakdown of total $55,806,362 spending by industry

Airlines: $500,011 .89%Restaurant: $4,096,342 7.34%Lodging: $4,421,747 7.92%Retail: $31,692,49 56.79%All Other: $14,841,84 26.59%

Culture CA: Asian American HeritageCulture CA: Asian American Heritage

• Third heritage focus (2003)

• Redeveloped Website

• 8 page print piece

• Distribution of piece

1 million Insert Sunset Magazine

• Repurpose of Cultural Heritage

• Programming on

“The Best of California” television

& Web site

The CTTC looks forward to working with Custom Marketing

Group (CMG) and American Express on another great Cultural & Heritage Tourism Campaign

• Partnership has leveraged California Tourism brand investment

• Print insert campaigns• Focus on heritage• Cultural messages in

California publications• The Best of California TV• $2.8 million in media value

Video Clip:TBOC

“Cultural Heritage”

CCTC PartnersCCTC Partners• The California Cultural Tourism Coalition

(CCTC) is made up of a partnership between California Tourism; the California Arts Council; California State Parks; the Convention and Visitors Bureaus of San Francisco, Los Angeles, Sacramento and San Diego; the Sacramento Metropolitan Arts Commission; the City of San Diego Commission for Arts & Culture; San Francisco Grants for the Arts and the Los Angeles County Arts Commission.

Department of Parks and Department of Parks and Recreation Recreation

Proud Partnership Program

Mission of California State ParksMission of California State Parks

A key component of California State Parks Mission is…..

“to protect and preserve it’s most valued cultural resources”

PurposePurpose

• The purpose of California State Parks’ proud partner program is to align State Parks with businesses, corporations, and foundations that can: Provide revenue opportunities Sponsor special events Provide funding for maintenance, historical,

cultural and ecological preservation

Proud Partner CriteriaProud Partner Criteria

• California State Parks is looking to align with other organizations, businesses etc. that are similar with the Department’s own mission and philosophies on:Environment Healthful LivingCorporate Citizenship

Proud Partner Criteria Proud Partner Criteria ContinuedContinued

• High Quality Outdoor Recreation

• Diversity

• Non-U.S. Operations

• Safe and Useful Products

Guidelines for PartnershipsGuidelines for Partnerships

• Make the partnerships a win-win

• Adopt a shared vision

• Diversify your funding sources

• Respect the right to disagree; act on a consensus basis

• Put mechanisms in place to re-enforce the partnership

California State ParksCalifornia State ParksCultural Heritage AssetsCultural Heritage Assets

• 278 State Parks (47 Historic)

• 3,000 Historic Buildings

• 10,000 archeological sites

• 46 house museums

• Over 81 million visitors each year

• Size

• Population

• Geography

• Localized Structure

• Funding

• Communication

• Private

• State

• Tribal

• Non-Profit

• Federal

State LeadersState Leaders

• CA Governor’s Office• CA Business Transportation and Housing Agency• CA Resources Agency• CA Office of Tourism • CA State Parks • CA Office of Historic Preservation• CA Department of Transportation• CA State Library• CA Employment Development Department• CA Arts Council• CA State Archives• California State Legislator Stakeholders

Federal LeadersFederal Leaders

• Advisory Council on Historic Preservation

• Bureau of Land Management• National Parks Service• USDA Forest Service• Federal Highway Administration • Interested Tribal Representatives• California Congressional Stakeholders

Private MembersPrivate Members

• CA Travel and Tourism Commission• CA Travel Industry Association• CA Roundtable on Recreation, Parks and Tourism• CA Mission Foundation• CA Preservation Foundation• CA Native American Heritage Commission• National Trust for Historic Preservation • CA History Foundation• CA Humanities Council• CA Association of Local Arts Agencies• CA Arts Marketing Institute• Numerous Corporate Foundations

Local LeadersLocal Leaders

• Major Urban Areas Sacramento Working Collaboratively San Francisco CVBs, Historical Societies, Los Angeles Arts Organizations San Diego

• Rural Stakeholders Regional Marketing Groups “ “ “ Convention and Visitors Bureaus Chambers of Commerce County and City

CA Cultural and Heritage CA Cultural and Heritage Tourism Council Tourism Council

• MOU between Agencies ALL LEVELS• Mission

Bring together federal, state, tribal, local, non-profit, corporate and private organizations and interests

Promote and enhance the joint benefits of cultural and heritage resource preservation and tourism promotion

Facilitate cross-agency, cross-county and cross regional communication and partnerships

CA Cultural & Heritage Tourism CouncilCA Cultural & Heritage Tourism Council

Facilitate cooperative promotional projects and events

Serve as a catalyst to identify funding opportunities and resources

Encourage collaboration and serve as a resource

Promote greater understanding of the benefits of cultural and heritage tourism amount the public, media, and policy makers

The FOUR StepsThe FOUR Steps

• Assess the Potential 12 Tourism Regions

List Resources Evaluate quality Level of Service

The FOUR StepsThe FOUR Steps

• Plan and Organize Identify Human Resources

Create a C&HT Mission Define Goals Lay out Specific Objectives Set Reasonable Timelines Develop a business plan/work plan Develop a financial plan

The FOUR StepsThe FOUR Steps

• Prepare, Protect and Manage BIG JOB

Produce tangible improvements Coordinate activities Maintain Momentum

Improves Community for Long Term

The FOUR StepsThe FOUR Steps

• Market for Success Develop a multi-year Develop a many-tier Seize opportunities

Cultural Tourism in the U.S. Cultural Tourism in the U.S.

• 2005 Cultural & Heritage Tourism Summit October 6 – 8, 2005, Washington, DC Tenth Anniversary

Arts, Culture, Heritage &Tourism Collaboration

May 13, 2005

Arts, Culture, Heritage &Tourism Collaboration

May 13, 2005