HomeMy WebLinkAboutTourism Master Plan Recap_Jefferson Co LTAC_July 2024Olympic Peninsula
Tourism Master Plan Recap
July 12, 2024 –Jefferson County LTAC
FOUR SEASON DESTINATION
PURPOSE
Create a more consistent, sustainable and vibrant year-round visitor economy, with an emphasis on increasing visitor spending in spring, fall and winter
•Marc Abshire
Port Angeles Chamber of Commerce
•Lissy Andros
Forks Chamber of Commerce
•Ben Braudrick
City of Port Angeles
•Sarah Copley
Puget Sound Express
•Pam Dahl
Aramark / Lake Crescent Lodge
•Commissioner Heidi Eisenhour
Jefferson County
•Barbara Hanna
City of Sequim
•Michele Jaeger
Greenhouse Inn by the Bay
•Bria Miller
7 Cedars
•Lorrie Mittmann
Peninsula Adventure Sports
•Renee Rux
Quileute Tribe
•Steve Shively
Olympic Culinary Loop
Jefferson County Tourism Coordinating Council
•Jessica Wiersma
Black Ball Ferry Line
•Marsha Massey
Olympic Peninsula Visitor Bureau
Olympic Peninsula Tourism Commission
•Debbie Wardrop
DebbieWardrop LLC
Tourism Master Plan Leadership Team
ECONOMICIMPACT OFTOURISM
Olympic Peninsula National Park
$320
Million
(2022, NPS)
Olympic Peninsula (Overall)
$979
Million
(2023, Tourism Economics)
COMMUNITY
& INDUSTRY
RESEARCH
•DestinationNEXT Stakeholder Assessment
•10 Stakeholder Focus Groups
•50+ Individual Stakeholder Interviews
•4 Resident Town Halls: Port Townsend,
Sequim, Port Angeles and Forks
•Resident Sentiment Survey
•Public/Private Planning Review
•Visioning Workshop
Olympic Peninsula 2023 Resident Survey (1,440+ responses) How would you rate the importance of tourism on the Olympic Peninsula economy?
0%10%20%30%40%50%60%70%80%90%100%
Not important at all Low importance Undecided/Neutral Important Extremely important
52%
38%
6%
3%
1%
Olympic Peninsula Town Hall Survey (Aggregated)What do you love about living on the Peninsula?
12 Key Takeaways
Key Takeaways
1.Year-round vibrancy is job #1
2.“We’re more than just a park!”
3.Create an expanded narrative about the
Olympic Peninsula
4.Address perceived remoteness
5.Rally everyone around one destination brand
6.90% of locals believe tourism is important or
very important
Key Takeaways
7.Develop lifestyle experiences beyond outdoor recreation8.There is significant interest in Tribal tourism development9.Infrastructure and amenity upgrades are critical10.More transportation options are needed for locals and visitors11.The vast majority of visitors Washington State Ferries12.Workforce housing/development must be addressed holistically
5 Reliable public and private transportation
4 Improved Tribal tourism collaboration
3 Tourism provides economic opportunity for all
2 Global brand recognition
5 Long-Term Impacts
1 A robust 4-season visitor economy
5 Improve mobility options to help support local businesses
4 Make visitors feel more welcome with new signage/branding
3 Promote staycations to increase spring, fall & winter business
2 Promote how the Olympic Peninsula is more than a park
5 Short-Term Priorities
1 Promote why the difference is worth the distance
OTHER GOALS / PRIORITIES
Review Organizational Structure of DMO
Improve efficiencies
Consider additional funding models
Create two new positions:
* New Business Development
* Content Development
Thank You