AG CONFERENCE PRESENTATION

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Travel and Tourism Division
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KANSAS! magazine

• 38,000 subscribers
• 26 out of state
• 441 international
• 87 Kansas Counties featured in 2005

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2006 KANSAS! Calendar
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KANSAS! magazine

• Study
• Pioneer Marketing
• Goals
• Align with overall tourism objectives
• Increase subscription base
• Increase retail sales
• Streamline and create efficiencies in management

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KANSAS! magazine

• Current marketing efforts
• Retail Outlets
• Industry subscriptions
• Gift subscriptions
• Schools

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Group Tours

• Over 3.1 million dollars in economic impact
  reported by communities for group tours
  over-nighting in Kansas.
  
• Increase of 800,000 reported from FY04.

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Group Tour Inquiries

• Responded to 164 inquiries from tour planners
  that requested information such as getaway
  guides, maps, and itineraries to use for
  prospective tours.

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Group Tour Activities

• National Tour Association (NTA) Convention 31
  Tour Operator Appointments
  
• NTA Dinner (Sponsored by KSTT Kansas Industry
  Partners) 6 Tour Operator Guests
  
• American Bus Association (ABA) Convention 24
  Tour Operator Appointments
  
• Bank Travel Conference 23 Tour Planner
  Appointments
  
• African American Travel Conference 36 Tour
  Planner Appointments
  
• KMMA Sales Blitz 49 Tour Planner Appointments
  
  
• Cruise, Tour Travel Expo Booth 129 Tour
  Planner Attendees
  
• Group Tour 101 Workshop 124 Kansas Industry
  Participants
  

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2005 Sales Blitz
Kansas Cooks!
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Product Development
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Product DevelopmentFlint Hills

• Fermata Study
• Develop a tourism strategy for the region,
• Identify the nature based, cultural, and
  historical assets in the Flint Hills project
  region that could potentially attract one of the
  fastest growing
• tourism markets in the country experiential
  tourists.
  

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Product DevelopmentFlint Hills

• Fermatas assessors visited roughly 140
• natural, historic, and cultural sites throughout
• the 11,734-square mile Kansas Flint Hills
• region during March-June 2005
• 4 Scenic drives/byways
• 15 Historic sites
• 21 Museums
• 2 Developed Overlooks

• 49 Public land units
• 15 Interstate rest areas
• 2 Summer camps
• 2 Rail-Trails
• 3 Nature Centers
• 22 Town culture sites (courthouses, retail,
  etc.)
  
• 9 Miscellaneous such as Konza Prairie,
• private lakes, Fort Riley, Red Buffalo

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Product DevelopmentFlint Hills

• Community-based meetings held in January
• and February 2005
• Examined 22 distinct characteristics
• of any given site and its accompanying heritage
• resources related to sites and resources
• ability to support experiential tourism.

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Product DevelopmentFlint Hills

• Action 1 Develop an implementation plan for the
  creation of a Kansas Flint Hills Heritage Area
  
• Action 2 Extend the Flint Hills Scenic Byway
  north from Council Grove to Manhattan, then east
  along I-70 to Topeka
  
• Action 3 Connect the Flint Hills Scenic Byway to
  the proposed Wetlands and Wildlife Scenic Byway
  via Hwy 56.
  
• Action 4 Develop a coordinated suite of portals
  and gateways that invite and inform travelers to
  the Kansas Flint Hills.
  

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Product DevelopmentFlint Hills

• Action 5 To this end Fermata recommends the
  development of a Kansas Flint Hills gateway
  facility along I-70 and perhaps I-35.
  
• Action 6 Develop a portal at the Tallgrass
  Prairie National Preserve
  
• Action 7 Provide detailed information on the web
  regarding the natural, historical and cultural
  sites in the Flint Hills.
  
• Action 8 Partner with National Geographic in the
  development of a Kansas Geotourism MapGuide.
  

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Product DevelopmentFlint Hills

• Action 9 Align state and federal economic
  development programs to support the conception
  and creation of Kansas Flint Hills travel and
  tourism businesses.
• Action 10 Align state and federal economic and
  agriculture programs to support the development
  of new products and services (directly or
  indirectly related to travel and tourism) in the
  Kansas Flint Hills region, particularly on
  private lands.
• Action 11 In addition, Fermata recommends the
  expansion of the use of conservation easements on
  private lands in the region.
  

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Product DevelopmentFlint Hills

• Action 12 Align state transportation enhancement
  and scenic byway funds to further the efforts of
  the Kansas Flint Hills heritage tourism
  initiative.
• Action 13 Develop a uniform interpretive and
  recreational strategy for all state park and
  wildlife areas in the Kansas Flint Hills region.
  
• Action 14 In order to organize promotion and
  marketing efforts in the region, Fermata
  recommends the development of a marketing
  consortium consisting of all of the chambers of
  commerce and CVBs in the Kansas Flint Hills
  region.
• Action 15 To this end, Fermata recommends the
  development of a Kansas Flint Hills Branding and
  Marketing strategy.
  

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Flint Hills

• Special Section
• 2006 Visitors Guide

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Flint Hills

• 30,000 Brochures
• Partnership with KDOT KTA
• Rest area displays

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2005 Attraction Development Grant Program

• 296,252 awarded to ten tourism projects.
• Combined total project cost of 864,728.
• 567,776 in leveraged funding.

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2005 Attraction Development Grant Program

• Country Stampede
• Great Bend CVB
• Historic Abilene, Inc.
• Kansas Underground Salt Museum
• Miami County
• Symphony on the Tallgrass Prairie, Inc.

• Walters' Pumpkin Patch
• The Dyck Arboretum of the Plains
• William Inge Festival Foundation
• Dodge City Trail of Fame, Inc

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Attraction Development Grant Projects Completed
In 2005

• Printing of 30,000 Santa Fe Trail Brochures.
• Construction of Seeds to Salsa building at
  Walters Pumpkin Patch.
  
• Development of the KAW Nation site at Council
  Grove.
  
• Construction of International Pancake Day Hall of
  Fame at Liberal.

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Grant Recipient
Pause Point at the Kaw Nation in Council Grove
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Cultural/Heritage Tourism
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The Business of Art Creating Success

• More than 200 people attended workshops featuring
  Libby Platus at five locations across the state
  in May.
  
• Partnered with
• - Ag Products Marketing
• - Kansas Arts Commission
• - Kansas Small Business Development Center

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Kansas Artisan Survey

• First step in the Culture Heritage Study is
  finding what arts, crafts, and food products are
  sold in Kansas
  
• A survey was sent to artisans and food producers
  across the state.
  
• -683 surveys were returned
• -90 counties were represented in the responses
• -Broad cross-section of products represented.

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Cultural/Heritage Tourism

• Randall Travel Marketing Study
• Assess the market and marketability of Kansas
  Cultural Heritage Tourism opportunities
  
• US Cultural Heritage Summit
• Educational Opportunity

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Communication/Education

• TIAK Partnerships
• Annual Conference
• Educational Seminar
• National Tourism Week Packets
• Travel Talk

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Research Planning

• Advertising Conversion Studies
• Interstate Traveler Study
• Economic Impact Report
• Statewide data
• County data
• Long Term Strategic Plan

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Research PlanningInterstate Traveler Study

• Acquire and assess qualitative and quantitative
  intelligence regarding tourist traffic along the
  I-70 and I-35 interstate corridors, to include
  

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Research PlanningInterstate Traveler Study

• Annual and seasonal traffic volume
• Commercial vs. private travel
• Leisure vs. commuter travel
• Multiple party, family, recreational vehicle,
  motor coach, and individual travelers
  
• Demographic/psychographic data on travelers
• Origin of travel
• Destination of travel
• Reasons for travel
• Mechanisms for planning travel Seasonal,
  destination, and activity-specific travel
  patterns
  
• Amenities/services needed or sought by interstate
  auto travelers
  

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Research PlanningInterstate Traveler Study

• Significant points
• Overnight stays
• Driving breaks
• Entry/exit from the interstate
• Preferred activities sought by travelers
• To destinations in Kansas
• Reasons for traveling TO Kansas
• To destinations outside of Kansas
• Reasons for traveling THROUGH Kansas
• Image/expectation/
• awareness of Kansas

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Research PlanningInterstate Traveler Study

• Did your current trip begin in Kansas?
• Yes 10.9
• No 81.1

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Research PlanningInterstate Traveler Study

• In which state did your trip begin?
• Colorado 23.8
• Missouri 19.7
• Texas 10.6
• Oklahoma 7.4
• Iowa 4.3
• Illinois 3.5
• Iowa 3

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Research PlanningInterstate Traveler Study

• Will your current trip end in Kansas?
• Yes 18.6
• No 81.4

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Research PlanningInterstate Traveler Study

• Purpose of Trip
• Business/Work/Convention/Special Meeting 25.3
• Vacation or pleasure trip 37.7
• Visiting friends or relatives 26.8
• Personal 12.9
• Just passing through 19.8
• Other 5.9
• None selected 0.2

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Research PlanningInterstate Traveler Study

• How many days spent in Kansas
• 1 day or less 55.2
• 2 days 22.6
• 3 days 6.8
• 4 days 5.6
• 5 days 3.5
• 6 days 1.1
• 7 days 1.6
• more than 7 days 3.8

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Research PlanningInterstate Traveler Study

• What type of accommodations did you/will you
  use?
  
• Dont know 1.1
• Hotel/Motel 54.4
• Bed Breakfast 3.3
• With friends or relatives 26.6
• Campground 9.2
• Other 9.2

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Research PlanningInterstate Traveler Study

• Overall, how familiar are you with travel and
  tourism opportunities in Kansas?
  
• Very familiar 155 15.0
• Somewhat 408 39.5
• Not familiar 447 43.3
• Don't know 24 2.1

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Research PlanningInterstate Traveler Study

• What months have you/would you consider taking a
  trip to Kansas?
  
• January to April 27.3
• May to August 49.6
• September to December 73.3
• Probably would not consider trip to Kansas
  10.4
  
• Dont know - .09

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Research PlanningInterstate Traveler Study

• Using a scale of 1 to 5 where 5 means "extremely
  interested" and 1 means "not interested at all,"
  please indicate how interested you would be in
  visiting Kansas for the following purposes
• Historical attractions 19.6
• Agricultural sites or experiences 10.5
• Western or pioneer sites/attractions 17.6
• Arts cultural attractions/events 12.8
• Fairs and festivals 12.3
• Sporting events 14.3
• Car racing events 12.9

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Research PlanningInterstate Traveler Study

• Using a scale of 1 to 5 where 5 means "extremely
  interested" and 1 means "not interested at all,"
  please indicate how interested you would be in
  visiting Kansas for the following purposes
• Outdoor recreational activities 15.2
• Fishing 16.3
• Hunting 13.5
• Golfing 8.8
• Antique shopping 13.1

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Research PlanningInterstate Traveler Study

• Used Tourist Information Center ?
• Yes - 37.7
• No - 62.3

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Research PlanningInterstate Traveler Study

• How likely to visit Kansas in next 12 mos.?
• Very likely - 48.2
• Somewhat likely - 18.7
• Not likely - 22.7
• Dont know - 10.5

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Budget
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Division Revenue
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Division Expenses
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Everything You Wanted to Know About State Programs

• Tuesday
• 345 500 p.m.

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• [phone]
• www.kansascommerce.com