1 opportunities in rural utah through heritage, nature, and agricultural tourism steve burr,...

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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

swburr@ext.usu.edu

Karen Biers Extension Specialist

Entrepreneurship/ Home Based Business

Utah State University 2949 Old Main Hill Logan,

Utah 84322

(435) 797-1534

karenb@ext.usu.edu

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