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HomeMy WebLinkAboutBriefing re Oly Pen Tourism Strategic Plan JEFFERSON COUNTY BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST TO: Board of County Commissioners Mark McCauley, County Administrator FROM: Heidi Eisenhour, Commissioner Debbie Wardrop, Olympic Peninsula Tourism Commission Consultant DATE: October 16, 2023 SUBJECT: Olympic Peninsula Tourism Strategic Plan Briefing STATEMENT OF ISSUE: The Olympic Peninsula Visitor Bureau, in collaboration with MMGY NextFactor and its partners, is developing a five-year Tourism Master Plan, focused on creating a more predictable year-round economy. In considering how the tourism economy could evolve on the Olympic Peninsula it's important that tourism remain a vital economic driver while also enhancing residents' quality of life. The Olympic Peninsula Visitor Bureau is the officially recognized Destination Marketing Organization for the Olympic Peninsula and administers the Olympic Peninsula Tourism Commission, a collaborative marketing partnership of the major municipalities on the Olympic Peninsula including nine funding partners representing: three counties (Clallam, Jefferson, and"Mason), five cities (Clallam Bay/Sekiu, Forks, Port Angeles, Port Townsend and Sequim), and the Quinault and north coast beach areas of Grays Harbor County. ANALYSIS: There has been a great deal of community engagement—including a survey with over 1,300 responses and a handful of community town halls in Jefferson and Clallam counties - giving business leaders and residents a chance to voice their ideas, and provide comments and feedback. By way of example we've included the input received at the Port Townsend Town Hall. It's not surprising that we've received many comments focusing on Fall, Winter, Spring, and mid-week promotions as well as comments emphasizing stay-cations and the negative impacts of tourism. The Olympic Peninsula Tourism Commission and MMGY have requested time to brief the Jefferson County Board of Commissioners on what has been learned thus far and receive further input from the Board. FISCAL IMPACT: None. RECOMMENDATION: Listen, discuss and provide input. REVIEWED BY: Mark McCau , County Administrator Date How would you describe living in the Olympic Peninsula in 1-3 words? 50 responses strong community cep clean serene rooted community nature focused outdoor oasis secluded community beach, nature breathtaking rainshadow > ; magical quiet . expensive g 1 relaxed 3 a e a c of u l P E 0 s~ � space challenging � layered E -c celebration rural home adventurous mountains and ocean ski and surf in one day naturally challenging O m 1 Where do you see the greatest opportunities to grow visitor revenue in spring and fall? 35 responses Inclusive experience itineraries Accommodations A collaborative approach to corporate retreats More Events-cooking classes,guided tours,more Cultural experiences Group business experiences Self guided experiences/tours Midweek stays by promoting the temperate Activities past 5pm season Where do you see the greatest opportunities to grow visitor revenue in spring and fall? 35 responses Identify empty winter homes Retreats Develop festivals and events that make sense in those seasons Indoor amenities benefitting residents and visitors: RetreatsAttitude adjustment-enjoy quiet arcade,bowling alley,roller rink Better local transportation options Saunas Surfing is a winter sport and a big draw from the A new pool city-entice that demographic to linger © m 1b S Where do you see the greatest opportunities to grow visitor revenue in spring and fall? 35 responses Reunions Late night dinner options Taxi,Uber,Lyft transport options Cultural events Music events Sports bar/dining Market more about the Rainshadow effect-much Develop a periodic weekend/week like art walk, Funding to support Live Music costs of the Peninsula receives significantly less rain concerts,etc where businesses can plan longer than the Seattle metro area hours Where do you see the greatest opportunities to grow visitor revenue in spring and fall? 35 responses Pubs that encourage families with kids More easily available information about the town Indoor soccer arena history.Interactive website on what you can find here.More maker focus.Lateer night activities places to eat,etc. Indoor bouncy house gym,gymnastics facility Venues and accommodations for corporate meetings and retreats Evergreen college moves to Port Townsend More technological focused jobs&schools.More live events(music especially) Accommodations,activities,&later restaurant hours for younger workers to incentivize them to come to town. What specific messages would you like to see included in this tourism master plan? 49 responses Collaborative minded recommendations that Greater cohesion and collaboration between United,unified messaging for tourism marketing consider a tourism driven idea but also how our Jefferson/clallam(the entire Olympic Peninsula)as efforts community will support that idea well as county/city. The Olympic peninsula is a beautiful place to Good exposure for areas outside the park and A place to get away from the city with your connect with the outdoors via land or sea outside the cities. team/group,experience nature and get creative, build teams... Staycation marketing How can tourism economy support local vibrancy and support local residents Marine environment is sensitive and special,care for it like a local O 0 ii 100 What specific messages would you like to see included in this tourism master plan? 49 responses promoting tourism routes and accessibility In five years,the destination will have a more Reach out to individual stakeholders for greater balanced,year round tourism economy that representation provides year round employment for local residents. Work from home opportunities while on vacation or live here Revise and focus on core visitor personas:family, foodie;romantic and soft-adventure seekers Respect the environment and community you are entering. Inclusive of a more diverse group of stakeholders Develop raving fans that want to return again and again,all year long. Recommended benchmarks for measuring impact and success 0 C) i` 16 What specific messages would you like to see included in this tourism master plan? 49 responses Encourage collaboration between industries and The ODT connects our communities,You can bike That Port Townsend is a great getaway without locations across the Peninsula &run across the peninsula getting too far away.That Port Townsend is building to create"The Whole Package'feeling. Recreate responsibly Work with influencers to help push the needle Access to both wild untouched nature and a unique historically town to enjoy UNISCO World Heritage Site(OPN)and one of Representation at the state level in dollars toward only 13 National Marine Sanctuaries..HERE! tourism Infrastructure updates are necessary and will benefit both locals and tourists 0 0 ii What specific messages would you like to see included in this tourism master plan? 49 responses PT is a terrible home base for ONP unless you like There is so much variety in what a tourist can do Super easy to navigate transit!(Stretch goal) traffic and experience here.It is a place for everyone! More messaging on access and activities in one Recommendation re monument sign welcoming Slow down,Carpool,Be a Designated driver primary platform for visitors to easily access everyone.Ahhhhhh. tourism information A more unique streamlined voice for messaging Tour with a local uncrowded beaches 0 0 ii What specific messages would you like to see included in this tourism master plan? 49 responses Public beaches! Few public beach access points Messaging that defines and differentiates Craft destination:craft food,craft beverage and between the unique qualities of each town on the craftsmen(woodworking&wooden boatbuilding) Olympic Peninsula Peaceful Payed Back Open Refreshing Vast amazing 0 0 What specific messages would Vou like to see included in this tourism master plan? 49 responses Magical Value Value driven market Off season events 0 0 ®NextFactor .. Project Update / October 2023 Project Purpose Develop strategies to create a more consistent, sustainable and vibrant year-round visitor economy with an emphasis on increasing visitor spending in shoulder seasons and winter Intended Outcomes Increase visitor spending in shoulder/winter seasons by: • developing visitor experiences and industry capacity (supply) • developing more diverse/targeted seasonal promotions (demand) Economic im ct of tourism on I� the O pis Peninsula in 2022,0i i n W Source: National Park Service DAFT Olympic Peninsula 2023 Resident Survey (1,400+ participants) Holes would you rate the importance of tourism on the Olympic Peninsula economy? 3% 6% 38% 52% 0% 1M 20% 30% 40% 50% 60% 70% 80% 90% 100% Not important at all M Low importance ■ Undecided/Neutral ■ Important ■ Extremely important f', , SurveyMonkey DRAFT • 10 Focus Groups with Indusby & Community Stakeholders • 30+ Individual Interviews ' • Resident Survey: 1,400+ residents • Desbi nation N EXT Survey: 168 stakeholders • 4 community Town Halls • Visioning Workshop: Nov. 2 DRAFT Town Hall Group Discussions Town Hall — Port Townsend / Fort Wottlen How would you describe living in the Olympic Peninsula in 1-3 words? 50 responses strong community clean serene rooted community nature focused outdoor oasis secluded community nature Dreathtaking rainshadow ? ,a? magical quiet expensive clad peacefu j i .V C, space 3 challenging a 4-1 layered E celebration rural home adventurous mountains and ocean ski and surf in one day naturally challenging O m uRAFT Town Hall — Sequirn How would you describe living in the Olympic Peninsula in 1-3 words? 31 responses beauty amazing a� diverse experiences V) f riendly healthyeasy home � ea utif u 4-j 0 C: natural peacefu a, spacious _a calming D invigoratinc(� L marine uRAFT Town Hall — Port Angeles How would you describe living in the Olympic Peninsula in 1-3 words? 93 responses IfUslft11i�1U 11)�H(tlE9f' schizophrenic community based inspiring peninsulate views g g or flourishing :E beautiful seasons peaceful quiet exciting Y G beautif ul 4) CCy 3friendl G) - wild 0 (�/ 7 a green J island � o c, o fresh remote � °' a Q) u california invasion U .0 o a 0 Maui d family feeling o community orients, Y y small town vibe �' underrated t adventuresome i S DRAFT Town Hall — Forks How would you describe living in the Olympic Peninsula in 1-3 words? 26 responses connected luscious luxurious o pea cef u l wholesome � lush � fresh �' remote X wet m :c green 3 magical i 0 engaging ..... absence of lonely 0 0 � s DRAFT 1. DEMAND: ENHANCE MARKETING Develop targeted marketing/sales to increase shoulder season and winter awareness 2. SUPPLY: DEVELOP ASSETS & VISITOR EXPERIENCE Invest in responsible industry development and Strategic placemaking Framework 3. LOGAI._ SMALL BUSINFSS DEVELOPMENT D ' ' Expand and promote networks in culinary, culture/arts, biking and other lifestyle segments 4. PUBLIC-PRIVATE COLLABORATION Improve community and industry alignment regarding infrastructure development DRAFT