2019–2021 RCTP PLANS OREGON COAST - Travel Oregon

OREGON

COAST

Photo Via: Susan Dimock

2019¨C2021

RCTP PLANS

TABLE OF

CONTENTS

AWA R E N E S S & I M P R OV E M E N T

Mission 03

RCTP Goals 03

PEOPLE

Organization 04

MEASUREMENT

REGIONAL COOPERATIVE

TOURISM PROGRAM

(RCTP)

Overall Success Measures

05

S TAT E O F T O U R I S M

Regional Tourism 06

Stakeholder Feedback

07

RDMO:

BUDGET

Overall Budget 11

TAC T I C S

Overall Plan 12

Research & writing:

Global Marketing 14

Oregon Coast Visitors Association

Destination Development

18

Global Sales 24

Organized by:

Global Strategic Partnerships

27

Travel Oregon

Staffing & Administration

30

Bibliography 31

For more regional information visit:



RDMO Contacts:

Arica Sears

icom@

Marcus Hinz

director@

RCTP BIENNIUM PLANS 19¨C21

¨C

OREGON COAST

MISSION

Our OCVA mission: ¡°Inspire travel

visitor experiences, providing a

and strengthen collaboration to

unified voice and a consistent brand

create and steward a sustainable

persona. Specific enhancements will

coastal economy.¡± We will accomplish

include providing comprehensive trip

this by activating coastal stakeholder

planning tools, strategic promotions

networks and investing in creative

to increase visitor spending during

solutions which address the unique

shoulder and off-season months,

challenges of regional communities.

and educating the public on coastal

Our efforts will raise the bar for

resource protection and safety.

RCTP

GOALS

1.

Increase the number and diversity of sales and marketing efforts supporting shoulder season visitation.

2.

Educate policymakers and key coastal leadership on

the value of tourism.

3.

Raise stature, visibility, and functionality of the

Oregon Coast Trail as a regional coherent trail system

for both residents and visitors.

4.

Engage stakeholder networks to align investments

in public art, agritourism, recreation, and cultural

heritage.

5.

Provide a unified voice for industry and a consistent

brand persona for visitors.

6.

Solidify investments in the development and delivery

of workforce training and curriculum.

RCTP BIENNIUM PLANS 19¨C21

¨C

OREGON COAST

AWARENESS & IMPROVEMENT

03

ORGANIZATION

The Oregon Coast Visitors Association (OCVA) is a

OCVA¡¯s five full-time staff members are intention-

501(c)(6) formed in 1987 by coastal cities, counties,

ally spread out along Oregon¡¯s coast to maximize

destination management organizations (DMOs),

network opportunities and investment in stake-

and other stakeholders organized to promote va-

holder relationships. The geographic positioning

cation travel, recreation, attractions and overnight

of staff and the board of directors allows OCVA to

stays from Astoria to Brookings.

access agency/business capacities contributing

such resources as staff time, technical resources,

OCVA is governed by a nine-member board of

event/meeting space, marketing content and

directors [three at-large, two North Coast, two

further access to their local stakeholder networks.

Central Coast and two South Coast]. We maintain a

healthy board composition which represents a mix

Our Marketing Partner program is a fee-for-service

of private, non-profit, government stakeholders,

revenue source from over 100 tourism organiza-

and DMOs. The board of directors meets quarterly,

tions and private businesses, which is maintained

rotating between each sub-region, and is open to

separately from RCTP funded activities.

public attendance.

In addition to the board and SAG meetings noted

Our bylaws mandate a Strategic Advisory Group

above, our association conducts a minimum of

(SAG) of state and federal resource management

two ¡°listening sessions¡± per year and over a dozen

agencies which provide guidance on matters of

presentations to business associations, public

public safety and resource safety. SAG town hall

groups and stakeholder groups.

meetings happen at least twice a year, and they

rotate between the three coastal sub regions.

Photo Via: Justin Myers

RCTP BIENNIUM PLANS 19¨C21

¨C

OREGON COAST

PEOPLE

04

OVERALL SUCCESS

MEASURES

Economic development measurements and

Additionally, we place a very high value on the

indicators will always be top priorities. To this end

feedback of our stakeholders. Material progress on

we closely monitor the results of Dean Runyan

the areas of highest coast-wide and sub-regional

estimates related to visitation volumes, destination

priorities will be measured project by project.

spending, earnings, and employment. Underlying

Improving trails and infrastructure, protecting

influences of economic growth are informed by

community livability, reducing visitation impacts,

additional metrics and longitudinal data provided

increasing shoulder season visitation, etc.

by Longwoods International Visitor Search, and

specialized research such as the Oregon North

Ultimately, OCVA¡¯s success will be measured

Coast Visitor Insights, October 2018.

by the Custom Regional Questions focusing on

stakeholder engagement and satisfaction. Of note,

Continued growth in the coastal visitor economy

the aggregate number of stakeholder respondents

moving forward will rely on matching existing

increased more than three-fold between 2017

capacities (lodging, transportation, etc.) with

and 2018. Results of the 2018 Oregon Tourism

the timing and placement of RCTP investments

Engagement Survey indicate both metrics

in marketing, destination development and

had measurable improvements with RDMO

strategic partnerships. An example could be

engagement increasing 16% (45% in 2017 to 61% in

increasing lodging earnings in the shoulder season

2018) and satisfaction increasing 12% (41% in 2017

(availability), developing new transportation

to 54% in 2018; with 40% neutral). We intend to

options, and enhancing food services or arts,

continue to have measurable improvements in this

entertainment, and recreation. Existing current

regard.

data supports this approach.

RCTP BIENNIUM PLANS 19¨C21

¨C

OREGON COAST

STATE OF TOURISM

05

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download