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Page 1: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa
Page 2: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa
Page 3: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

AGRITOURISM AND

DESTINATION

MARKETINGPRESENTED BY:

Christina Glynn, Communications Director

Visit Santa Cruz County

www.visitsantacruz.org

March7, 20193

Page 4: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Visit Santa Cruz County

• Destination Marketing

• $950 million industry

• $2.2 million budget

• 58+ DMOs within California4

Page 5: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

A private, non-profit corporation, Visit Santa Cruz County (VSCC) exists to enhance tourism and the economy by positioning Santa Cruz County as a visitor, conference and film destination. 5

Page 6: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Partnerships

6LOCAL

BUSINESSES

Page 7: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Regional Markets

7

San Francisco Bay Area

Central Valley

Sacramento

Page 8: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

International Markets

8

1. UK

2. Germany

3. Australia + Canada

Page 9: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

9

• Leverage your budget and resources to promote your agritourism business to a larger audience.

• Locally-based organization with strong ties to the community on a countywide basis

• We can be your brand advocate and reach visitors through marketing and promotional efforts and directly through our year-around visitor center

Benefits of Working with a DMO

Page 10: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

10

• Cooperative advertising opportunities• Maps and brochures• www.visitsantacruz.org• Press release distribution and pitches to media• Event promotion• Relationships with media and influencers• Domestic and international media events• Local connections• Consumer e-newsletter program• A robust social media presence

Page 11: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

2017 Visitor Spend

11

Santa Cruz County generated $950 million in visitor spending

Page 12: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

12

California is the #1 travel destination in the United States, and the first state in

the nation to have more than $100 billion in travel-related spending: more than entire countries such as Australia,

Turkey, South Korea and Canada

California Strong

Page 13: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

13

Visit California

Page 14: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

14

California Grown

Page 15: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

What Visitors Are Looking For

15

• Experiences unique to a destination

• Authentic experiences• “Hands-on” activities• Go where the locals go

Page 16: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Agritourism• Domestic

• International

• Visit California

• Educational-based

• Millennial-driven segment16

Page 17: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Local Examples• Gizdich Ranch

• SCMWA Passport Celebration

• Wine Wednesday at Shadowbrook

• Live Earth Farm Events

• Martinelli’s Tasting Room

• Farm to Table Dinners at Chaminade17

Page 18: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

18

Page 19: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Develop Your Assets

•Photography

•Social Media Channels

•Collateral and Maps

•Website Development

19

Page 20: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Agritourism Ideas

•Farm Stays

•U-Pick

•Field Dinners

•Farmer for a Day

20

Page 21: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Social Media

@VisitSantaCruz

#VisitSantaCruz21

Page 22: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Facebook Highlights

22

Page 23: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Twitter Highlights

23

Page 24: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Instagram Highlights

24

Page 25: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

25

Blog/V-news Highlights

Page 26: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Questions?

Christina GlynnCommunications Director

Tel: 831.429.7281 ext.112

[email protected]

Page 27: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa
Page 28: AGRITOURISM AND DESTINATION...•Destination Marketing •$950 million industry •$2.2 million budget •58+ DMOs within California 4 A private, non-profit corporation, Visit Santa

Digital Storytelling for DMOs

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DESTINATION MARKETING ORGANIZATIONS AND DESTINATION ... · example Hays, Page and Buhalis, 2013 for a review of the rise of Web 2.0 and how DMOs have harnessed it). 2.1 Applied and

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National DMOs and Web 2.0

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