2019–2021 RCTP PLANS OREGON COAST - Travel Oregon
嚜燈REGON
COAST
Photo Via: Susan Dimock
2019每2021
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每21
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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每21
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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每21
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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每21
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OREGON COAST
STATE OF TOURISM
05
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