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Opportunities in Rural Utah Through Heritage, Nature,
and Agricultural Tourism
Steve Burr, Extension Specialist in Outdoor Recreation and Tourism
Karen Biers, Extension Specialist in Entrepreneurship/Home-Based Business
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Opportunities in Rural Utah Through Heritage, Nature, and
Agricultural Tourism
Utah Tourism at a Glance—2000
Tourism in Rural Utah• Tourism Dependence and
Economic Benefits
Tourism as a Development Industry and Rural Tourism Development
Natural Resource Based Tourism
Utah’s Tourism Product
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Opportunities in Rural Utah Through Heritage, Nature, and
Agricultural Tourism
Developing a Package of Tourism Experiences
Natural Allies• Outdoor Recreation• Nature Tourism• Agricultural Tourism• Heritage Tourism
Marketing Heritage Tourism Products
Statistics from Utah Travel Council
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UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development
Estimated 17.8 million non-resident person-trips to Utah
750,000 international visitors
$4.25 billion in traveler spending for Utah’s economy
Statistics from Utah Travel Council
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UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development
Tourism is among Utah’s “Top 5” economic activities (manufacturing, trade, services, government)
$340 million generated in state and local tax revenues
$155 per Utah resident generated by out-of-state tourists
These taxes help pay for services and infrastructure that residents enjoy.
Statistics from Utah Travel Council
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UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development
Employment 121,500 total jobs
in travel and tourism related industries• 68,000 direct jobs• 53,500 indirect/induced jobs
Represents 11.3% of total non-agricultural employment
Statistics from Utah Travel Council
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UTAH TOURISM AT A GLANCE—2000Utah Division of Travel Development
Six counties— Salt Lake, Summit, Utah, Washington, Davis, Weber— account for 80% of tourism-related spending and employment in the state.
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Tourism in Rural Utah
Counties with smaller populations, located largely in rural Utah, can be much more dependent on tourism dollars than large metropolitan counties.
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Tourism Dependence% of Total Employment in Tourism-Related Jobs
0
10
20
30
40
50 Garfield
Daggett
Grand
Kane
Rich
Wayne
Beaver
San J uan
Wasatch
J uab
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Tourism Dependence% of Total Employment in Tourism-Related Jobs
0
10
20
30
40
50 Piute
Millard
Iron
Duchesne
Uintah
Sevier
Morgan
Carbon
Emery
Sanpete
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Tourism as a Development Industry
Tourism relies on the development and utilization of natural, historical, cultural, and human resources in the local environment as tourist attractions and destinations.
Tourism creates recreational uses for natural and human-made amenity resources and converts these into income producing assets.
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Rural Tourism Development
Great interest in rural tourism development to help diversify and stabilize rural economies.
Tourism can be part of the “economic mix” in rural communities.
Maintain tourism at an appropriate scale; an appropriate part of overall economic activity.
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Ensuring Continued Positive Economic Benefits...
“We need to ensure continued positive economic benefits from these visitors, so it is important to protect and enhance those aspects of the state that draw them here in the first place.”
Governor Michael O. Leavitt, “Quality Tourism Needs Quality Growth,” in Travel
Barometer, Utah Division of Travel Development, February 1999
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Natural Resource Based Tourism
Based on Utah’s natural resources and amenities
Rural communities have attractive natural resources and amenities.
Opportunities exist for a variety of tourism-related businesses.
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Utah’s Tourism Product
Natural Resources & Cultural Amenities• Landscape Diversity—Alpine to Redrock• Spectacular Wildlands & Wildlife• Western Experience
and Values• Mormon Pioneer Heritage • Farming/Ranching Heritage• Native American Heritage
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Utah’s Tourism Product
The people of Utah…•Proud Heritage•Industrious•Friendly•Neighborly•Caring•Strong Family Values•Diversity
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Opportunities in Rural Tourism Development
Focus on development of compatible, dispersed tourist businesses
that help vitalize the local economy.
“Destination Tourism”versus
“Windshield Tourism”
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Tourism Trends
People are taking more frequent, shorter vacations, rather than one long vacation each year.
There is a growing interest in vacations that involve active participation, experiencing, and learning.
There is a steady interest in outdoor recreation activities by tourists.
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Trends Due to Demographic, Economic, and Cultural Changes
Increasing urbanization of the U.S.
Aging of the U.S. population
Shrinking size of households
Increases in discretionary income
Increase in two income households
Increasing interest in and concern for the natural environment
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Develop a Package of Activities & Experiences
Today’s tourists are willing to pay for quality experiences, services and products, but there must be enough activities and places to visit.
Develop a quality package of activities & experiences to both attract visitors and convince them to make an extended trip.
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Natural Allies
Outdoor Recreation
Nature Tourism
Agricultural Tourism
Heritage Tourism
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A Package of Tourism Experiences
Steady public interest in the use of our natural resources for Outdoor Recreation activities.
Increasing interest in experiencing the activities of the farm or ranch for Agricultural Tourism.
Growing interest in our significant cultural and historic resources for Heritage Tourism.
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Outdoor Recreation
Remains among the top purposes for leisure travel in the U.S.
Almost 80% of tourists say scenery is one of their top considerations in selecting a destination for travel.
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Outdoor Recreation
Fastest growing recreation activities: birding/wildlife observation walking/hiking/backpacking snowmobiling/OHV driving bicycling/mountain biking snow skiing/snowboarding swimming canoeing, kayaking, rafting
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Nature Tourism and Tourists
Discretionary travel to natural areas that conserves the environmental, social, and cultural values, while generating an economic benefit to the local community.
Travelers who spend time and money to experience the outdoors, and learn more about a particular destination with a concern for minimum impact and sustainability.
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Nature Tourism
Nature Tourism, particularly wildlife watching and birdwatching,
...is one of the fastest growing sectors in the travel and tourism industry.
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Agricultural Tourism
The act of visiting a working farm, working ranch, or any agricultural, horticultural, or agribusiness operation...
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Agricultural Tourism
...for the purposes of enjoyment, education, and active involvement in a variety of activities and experiences.
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Agri-Tourism includes...
Dude or Guest Ranches
Pick Your Own Produce
Roadside Stands
Farm and Ranch Educational Tours
Farm and Ranch Bed & Breakfasts
Agricultural Heritage Festivals & Fairs
Tasting Events
Ag Museums
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Agri-Tourism is Value Added Complementary Items or Activities
On-Farm/Ranch Camping
Fishing & Hunting Guided Tours
Wildlife Observation Birdwatching
Nursery Plants
Honey
Local Arts & Crafts
Places to EatRefreshments
“Your Ranch” T-Shirts
Outdoor Recreation
Heritage Activities
Wild Flowers
Gardens
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Heritage Tourism
Discretionary travel to areas rich in significant cultural and heritage resources worthy of preservation
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Heritage Tourism
Conserves local social and cultural values, while generating an economic benefit to the local community.
Heritage Tourists spend time and money to experience local culture and heritage, and learn more about a particular destination.
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Heritage Tourism Activities
Festivals & Special Events
Museums
Visits to State/ National Parks
Shopping & Dining
Arts & CraftsMusic Song
Dance
Historic Buildings Architecture Rendezvous
Gatherings
Traditions & History
Interpretation Guided Tours
Living HistoryDriving Tours
Scenic Vistas
Ethnic Foods Heritage Sites
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Product Development and Marketing
To maximize potential economic impact, individuals and communities need to develop products and marketing strategies based on knowledge of different market segments.
Navajo Story Basket by Lorraine Black
Courtesy Utah State Folk Art Collection
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Marketing Heritage Tourism Products
Effective marketing is essential to managing and promoting quality tourism development.
Marketing the Heritage Tourism Product • Identification and Development • Positioning the Product• Targeting the Market
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What is Heritage?
Utah people learn from families, neighbors, religious communities, and ethnic communities.
Each of these groups provide wisdom and knowledge that is handed down from generation to generation.
Over time this knowledge and wisdom results in a unique blend of cultures and traditions that is called heritage.
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Marketing Heritage Tourism Products
Product Identification• Inventory community/regional resources, including
artisans and crafters. Categories of Heritage Products
• Folk Art• Heritage Food• Heritage Experience• Historical Reproduction• Fine Art• Utah Artisan• Handicraft
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Marketing Heritage Tourism Products
Identification and Development
“Really getting to know a community’s cultural resources requires considerable familiarity with grassroots artists and craftspeople ….” Robert Cogswell, 1996
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Marketing Heritage Tourism Products
Product Development• Incorporate products into a
community/regional package of experiences.
• Focus on sustainability.
Positioning the Product• Niche marketing
Targeting the Market
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What are Heritage Products?
Products produced in a region that are representative of its history, heritage, and culture.
Broadly defined to include crafts, furniture, food, textiles, pottery, art, and other products which reflect the local heritage and can be marketed to tourists.
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Heritage Products
Utah’s artisans and crafters create beauty to adorn everyday existence and this artistry serves as a measure to preserve cultural identity.
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Heritage Products
Heritage products are grounded in the creator’s roots and might include:
• Native American Heritage•Native American Folk Art
• Pioneer Heritage•Rural Folk Art
• Farming/Ranching Heritage•Occupational Folk Art
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Heritage Products
Native American Folk Art
Shoshone Moccasins
by Hazel & Wallace ZundelCourtesy
Utah State Folk Art
Collection
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Heritage Products
Native American Folk Art
Navajo Wood Carvings
by Rena & Harrison JuanCourtesy
Utah State Folk Art
Collection
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Heritage Products
Native American Folk Art
Navajo Sandstone Toy
by Homer WarrenCourtesy Utah State Folk Art
Collection
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Heritage Products
Native American Folk Art
Cradleboard
by Patty DutchieCourtesy
Utah State Folk Art Collection
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Heritage Products
Native American Folk Art
Navajo Story Basket
“Home of the Butterflies”
by Mary Holiday Black
Courtesy
Utah State Folk Art
Collection
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Heritage Products
Rural Folk Art
Hidden Crochet Sego Lillies by Ada Jensen Courtesy
Courtesy Utah State Folk Art Collection
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Heritage Products
Rural Folk Art
Woodcarvings by Ken Kind
Courtesy Utah State Folk Art Collection
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Heritage Products
Rural Folk Art
Hooked Rug by Ferl Blackburn
Courtesy Utah State Folk Art Collection
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Heritage Products
Rural Folk Art Mormon Pine Single Lounge by Dale Peel
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Heritage Products
Rural Folk Art
Loomed Rag Rug by Ron Bushman
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Heritage Products
Occupational Folk Art
Hobble by DeWitt Palmer
and Lisa Shaw
Quirt (whip) by Max Godfrey
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Heritage Products
Occupational Folk Art
Horsehair Hackamore by Lynn Cuch
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Establishing Heritage Products
Provide technical assistance for local artisans and crafters:• Planning• Promotion• Pricing• Production• Legalities of Operating a Business
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Establishing Heritage Products
Planning• What do you want to achieve?• What objectives will result
in achievement?
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Establishing Heritage Products
Promotion• Be objective • What are you selling?
• consider the market, not the medium
• Uniqueness of product• hangtag• history/background
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Establishing Heritage Products
Promotional Materials• Brief biography (1st person)• News release piece (3rd person)• Personal or cultural statement
• What the art form means to you/your community
• Artistic statement• Resume• Brochure/photographs/business cards
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Establishing Heritage Products
Pricing• Actual costs of
production• Price tourist is
willing to pay
Woodcarving by Roger Chamberlain
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Establishing Heritage Products
Production• Time intensive• Other support in the community• Resources
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Establishing Heritage Products
Legalities• Business structure • Insurance• Business license• Regulations specific to
type of business• Zoning
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Suggestions for Getting Started
Make use of human and financial resources.
Set priorities and measurable goals. Protect and manage your resources. Look to the future as well as the present. Be sure the choices you make now will
improve your community for the long run.
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Suggestions for Getting Started
Develop a multi-year, many-tiered marketing plan that targets your market.
Look for partners in local, regional, state, or national groups.
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Utah Heritage Areas and Corridors
A special initiative of the Utah Department of Community and
Economic Development
Administered by the Utah Division of State History
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We’d like to hear from you!
Dr. Steve Burr Extension Specialist Outdoor
Recreation and Tourism
Utah State University 5220 Old Main Hill Logan,
Utah 84322
(435) 797-7094
Karen Biers Extension Specialist
Entrepreneurship/ Home Based Business
Utah State University 2949 Old Main Hill Logan,
Utah 84322
(435) 797-1534
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