California Cultural and Heritage Tourism Council

1
California Cultural and Heritage Tourism
Council Working Together Symposium May 12,
2005
2
California Cultural Heritage Tourism Council
3
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

4
Todays Topics

• Economic Impact of Tourism
• Importance of Heritage Preservation
• Importance of Arts and Cultural Assets
• Cooperative Marketing Partnership
• Cultural Heritage Tourism

5
CA is 1 Destination in U.S.

• In 2003, Tourism
• Generated 82.5 Billion in Direct Travel Spending
  for CAs Economy
• Increased 7.4 from 2003
• Employed Nearly 900,000 Californians
• Produced 5.2 Billion in Direct State and Local
  Tax Revenues for CA

6
Tourism 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

7
Tourism 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)

8
Role of CA Tourism Cultural Venues
Destination Marketing Strategy
Target Retail /Cultural Venues/ Restaurants/Acti
vities
9
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/a
  rt gallery)

10
Further 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

11
Cultural 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.

12
Cultural 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

13
Culture California
TIA Smithsonian Survey 2003 81 (up from 65
1998) of American travelers included a cultural,
arts, heritage or historic activity or event
while on a trip of 50 miles or more
14
Culture California

• 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

15
Cultural 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

16
Culture California
17
CA Cultural Tourism Coalition (CCTC)

• 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

18
California Cultures 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 states economy

19
Culture California

• Goals include
• Promoting CAs 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

20
Culture California Web Site

• www.culturecalifornia.com
• Free interactive portal for posting and finding
  cultural/heritage events and venues
• One-stop research tool to Californias cultural
  heritage attributes
• Link from California Tourism website
• (6 million hits per month 1.1 million unique
  visitors yr)
• Goals include
• Promoting Californias 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

21
Culture California Web Site
22
Culture 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

23
Culture 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

24
Culture California 2003

• 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, 4/1/039/30/03

25
Culture California 2003

• 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
26
Culture 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

27
2005

• The CTTC looks forward to working with Custom
  Marketing Group (CMG) and American Express on
  another great Cultural Heritage Tourism Campaign

28
Culture California

• 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

29
Video Clip TBOC Cultural Heritage
30
CCTC 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.

31
Department of Parks and Recreation

• Proud Partnership Program

32
Mission of California State Parks

• A key component of California State Parks Mission
  is..
• to protect and preserve its most valued
  cultural resources

33
Purpose

• 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

34
Proud Partner Criteria

• California State Parks is looking to align with
  other organizations, businesses etc. that are
  similar with the Departments own mission and
  philosophies on
• Environment
• Healthful Living
• Corporate Citizenship

35
Proud Partner Criteria Continued

• High Quality Outdoor Recreation
• Diversity
• Non-U.S. Operations
• Safe and Useful Products

36
Guidelines 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

37
California State ParksCultural Heritage Assets

• 278 State Parks (47 Historic)
• 3,000 Historic Buildings
• 10,000 archeological sites
• 46 house museums
• Over 81 million visitors each year

38
Challenges to California Funding Opportunities

• Size
• Population
• Geography
• Localized Structure
• Funding
• Communication

• Private
• State
• Tribal
• Non-Profit
• Federal

39
State Leaders

• CA Governors 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

40
Federal 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

41
Private 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

42
Local 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

43
CA Cultural and Heritage 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

44
CA 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

45
The FOUR Steps

• Assess the Potential
• 12 Tourism Regions
• List Resources
• Evaluate quality
• Level of Service

46
The FOUR Steps

• Plan and Organize
• Identify Human Resources
• Create a CHT Mission
• Define Goals
• Lay out Specific Objectives
• Set Reasonable Timelines
• Develop a business plan/work plan
• Develop a financial plan

47
The FOUR Steps

• Prepare, Protect and Manage
• BIG JOB
• Produce tangible improvements
• Coordinate activities
• Maintain Momentum
• Improves Community for Long Term

48
The FOUR Steps

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

49
CA Cultural Heritage Tourism Symposium
50
Cultural Tourism in the U.S.

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

51
Arts, Culture, Heritage Tourism
Collaboration May 13, 2005