California Cultural and Heritage Tourism Council “Working Together” Symposium

May 12, 2005

California Cultural & Heritage Tourism Council

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 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.

• 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 Engine

• • 4 th 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 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)

Role of CA Tourism & Cultural Venues USA Destination Marketing Strategy California Region City Hotel Cultural or Heritage Venue Hotel City Region California USA Target = Retail /Cultural Venues/ Restaurants/Activities

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 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 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 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 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

• 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 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”

• • • • • 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 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 Site

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

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

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: All Other: $31,692,49 56.79% $14,841,84 26.59%

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

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 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 Recreation

Proud Partnership Program

Mission of California State Parks

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

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

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

Proud 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 Living  Corporate Citizenship

Proud Partner Criteria

Continued

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High Quality Outdoor Recreation

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Diversity

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Non-U.S. Operations

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Safe and Useful Products

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

California State Parks

Cultural 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 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 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 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 Leaders

• • Major Urban Areas  Sacramento   San Francisco Los Angeles  San Diego Working Collaboratively CVBs, Historical Societies, Arts Organizations Rural Stakeholders  Regional Marketing Groups   Convention and Visitors Bureaus Chambers of Commerce  County and City “ “ “

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

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

The FOUR Steps

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

The 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 Steps

• Prepare, Protect and Manage  BIG JOB  Produce tangible improvements  Coordinate activities  Maintain Momentum

Improves Community for Long Term

The FOUR Steps

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

Cultural Tourism in the U.S.

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2005 Cultural & Heritage Tourism Summit

 October 6 – 8, 2005, Washington, DC  Tenth Anniversary

Arts, Culture, Heritage & Tourism Collaboration

May 13, 2005