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Gorge Tourism Studio – Adventure Travel & Outdoor Recreation Notes Page 1 of 9

Gorge Tourism Studio

Adventure Travel & Outdoor Recreation Workshop Notes

March 16, 2016

Port of Cascade Lock Marine Pavilion | Cascade Locks, OR

FACILITATORS Dan Moore, Pandion Consulting Kristin Dahl, VP Destination Development, Travel Oregon TRAVEL OREGON STAFF Harry Dalgaard, Regional Program Manager Scott Bricker, Destination Development Manager Alexa Carey, Destination Development Specialist Andrew Grossmann, Destination Development Coordinator Elena Vizzini, Destination Development Coordinator ATTENDEES Addie Case, Cousins Country Inn Allison McLaughlin, MountNbarreL Amie DiGennaro, Float On SUP Yoga Amy Zacher, Riverview Retreat Andy Knight-Gaige, Phoenix Rising Project Angelina Aiello, Port of Camas-Washougal Bob Hamlin, Skamania County Cara Yasui, Cascade Huts Caroline Park, Thunder Island Brewing Co Casey Knopik, Clackamas County Tourism Casey Roeder, Columbia River Gorge Visitors Association Cheri Anderson, US Fish and Wildlife Service Craig Ward, City of Troutdale Dan Wiley, National Park Service - Lewis & Clark National Historic Trail Dana Hendricks, PCTA Daniel Smith, Wild Wild West Tours Dave Lipps, Thunder Island Brewing David Snider, City of Sandy, Oregon Deb Fine Don Stevens, North Bonneville Disc Golf Dorothy Brown-Kwaiser, Oregon Parks and Recreation Department Gabriel Tiller, Limberlost Gary Munkhoff, Columbia River Press LLC Gina Gonzalez, Oak Street Hotel Heather Land, Cousins Country Inn Heidi Beierle, Hood-Gorge Region Jaco Klinkenberg, Wet Planet Rafting & Kayaking

Jeanette Kloos, Friends of the Historic Highway Jeannine Breshears, Oregon's Mt. Hood Territory Jeffrey Pietka, Evergreen Escapes JoAnn Wittenberg, Cascade Locks Historical Museum Josiah Dean, The Balch Hotel Judy Davis, Historic Columbia River Highway Advisory Committee Judy Bair, Wind River Publishing LLC Kathi Jaworski, Write to Know Consulting Keely Montgomery, Moonshine Events, LLC Keith Brown, Cape Horn Conservancy Kelly O'Malley-McKee, Community member Kevin Gorman, Friends of the Columbia Gorge Kieron Weidner, First Nature Treks & Tours Laura Underhill, OPRD Leah Wagner, Wet Planet Whitewater Lisa Kosglow, Lets Get Out Kids Camps/Kidding Around the Gorge Author Lloyd DeKay, Ice Age Floods Institute Maria Foley, Mt. Adams Chamber of Commerce Marlowe Griffin, Griffin House Mayah Frank, Port of Cascade Locks Mike Glover, Hood River Chamber Peter Cornelison, City of Hood River Ray Joseph, Gorge Commission Rene Carroll, City of Washougal Renee Tkach, Friends of the Columbia Gorge Richard Seekins, Resource Development Group Rick & Sylvia Thompson, Ice Age Floods Institute and GigaFlood.com Robert Peterson, Columbia Gorge Interpretive Center Museum Sarah Carter, MountNbarreL Scott Klees, Pedal Bike Tours Shari Sirkin, Dancing Roots Farm Sofia Urrutia-Lopez, Cascade Locks Tourism Sophie Miller, Skamania County Senior Services Stan Hinatsu, US Forest Service - Columbia River Gorge National Scenic Area Starlena Simon, Leaning Star Winery Tiffany Boyd, Moonshine Events, LLC Tim Thornton, River Drifters Tina Lassen, Nimble Goat Communications


ACTIVITY 1: WHAT WOULD A WORLD-CLASS ADVENTURE TRAVEL SEGMENT LOOK LIKE IN THE GORGE?

After hearing a set of adventure travel destination case studies, participants were asked to consider what a world-class adventure travel economy would look like here in the Gorge. Participants were encouraged to be as specific as possible. Here’s what they came up with:

1. What would a ‘world-class’ adventure travel destination look like here in the Gorge region? “Gorge Gateway” Visitor and Transit Center/Hub

o Regional facility that is a one stop shop for cultural history, transportation hub, place to get info to connect you to regional trail system like towns to trails, communities provide authentic food, lodging, experiential learning, transportation shuttles, rental of equipment, and signage!

o Combining visitors centers at transportation hubs and equipped with valuable info for adventure travel market

Internet site to pre-plan trip with links to other sources, includes mobile app version Recreational options for all ages and abilities – inclusive and accessible Government and private entities working together

o CRGVA needs to be elevated to be the representative of private interests and organizations and local entities to see tourism value

o Permitting – for businesses to expand, can’t build a business on a temporary permit (collaboration between land managers & private entities to create plan to allow more permits for small businesses)

Regional tourism management entity o CRGVA needs reorganization, more funding and employees, no longer membership

based o Gorge wide focus on all facets of tourism (not just marketing) and be a catalyst in

unifying private sector with public Transition private land to public to be more responsive to community needs (Bridge of Gods as

example) Utilize FLAP grants to make pull off areas more visitor friendly

Supported opportunities for multi-day hiking or biking routes that you don’t need to carry all your own gear

Alternative and budget friendly accommodation options o Unique system of huts that are either private or public, new overnight experiences that

are easy to book and placed strategically for recreation experience o Integrated or strategically placed along the towns to trails network or other recreation

areas Transportation-

o Developed transit rail system o Multi-modal friendly bridges o Water taxis/ferry options o Zip car and rental car network expansion regionally o Computer systems so that more communication can occur between transport options

for whole gorge o Shuttles or public & group transport options

Transit options are built to carry diverse types of gear (skis, bikes, SUP boards, etc.)


Transit options are able to communicate with each other to manage flow, congestion, timing, etc.

Public shuttle system from Sandy to the Dalles (I-84) and cross over in to Washington down Highway 14 with convenient scheduling

Link public transit to destination draws (breweries, wineries, trail heads, museums, lodging, restaurants)

Increasing self-guided tours and interpretive signage Connection between tourists and locals Improved wayfinding signage

o Washington/Oregon have consistent activity logos added, Gorge-wide branding o Signage coordinated with NSA

More accessible waterfront better places to launch, more business/visitor amenity options on

waterfronts (breweries, shopping, restaurants, gear rental, etc.) Integrate sustainability and conservation ethic through all tourism pieces

o Sustainable brand for the region – integrated into marketing/promotions o Developed network of sustainable tourism businesses using certification program

similar to Sustainable Travel International’s STEP program. Year-round activities and seasonality gaps filled Gorge biking hubs on the Washington side Integrating Native History and Native businesses – help create actions to further promote

businesses. Increased Native American involvement with outdoor recreation opportunities Easier access to local history Cohesive brand alignment More outdoor recreation enthusiast events Sustainable workforce

o Thriving guiding sector employing and training locals who are already being groomed organically to do this work.

o Affordable housing options for workforce

2. At the end of the day, if nothing else, what are you fundamentally committed to? 1. Bi-state collaboration and consistent messaging 2. Towns to Trails 3. Transportation solutions


ADVENTURE TRAVEL SEGMENTATIONS Adventure Grazer: • 24% of Adventure Travelers • Younger professional (18 - 40), equally male or female • Novice and first-time participant of adventure activities • Accepts moderate risk • Key motivator: Time spent with family and / or friends • Key motivator: Wants to accomplish something • 36% booked with a tour operator • Household income $75k • Media Preference: New Media (social networks, blogs) Adventurer: • 20% of Adventure Travelers • Skews middle-aged and female, with children (51% unmarried) • Intermediate and repeat participants in a favorite adventure activity • Accepts moderate risk, but through acquiring proficiency in activities undertaken • Key motivator: Relaxation, change of pace, escape, family time • Key motivator: Wants to accomplish something • 37% booked with a tour operator • Household income $75k • Media Preference: New Media (social networks, blogs) Adventure Enthusiast: • 8% of Adventure Travelers • Skews boomer and male • Advanced, skilled practitioners of a favorite adventure activity • Accepts high risk, thrives on building proficiency and expertise • Most educated of the three segments (70% college or above) • Key motivator: excitement, push their limits • Key motivator: Experience emerging destinations • 48% booked with a tour operator • Household income $81k • Media Preference: Traditional Media (TV, magazines, newspapers)


ACTIVITY 2: IDENTIFY TARGET MARKETS

After learning about the three adventure travel personas and taking a close look at the Gorge Visitor data, participants were asked to consider which target markets would make the most sense for the Gorge to focus on attracting. This was a challenging exercise as it was conducted without a thorough analysis of the region’s assets. It was designed to tap into participants’ intuition and existing local knowledge. Travel Oregon recommends that a regional marketing committee revisit this information to further develop their tourism strategy.

1. Which target markets do you feel are best aligned with what you have to offer? Grazers – more likely to spend in restaurants/shops/etc.

o Dichotomy between east and west end market (west end – grazer vs. east end – enthusiast)

o Family travel is also well-aligned with Grazer market All three personas – Gorge has potential product that can accommodate all three

o Problems with infrastructure to accommodate enthusiasts (issues related to obtaining permits for backcountry huts and tour operating were raised as well as the difficulty of accessing mountain biking assets)

o By concentrating on enthusiast we can spread the visitors out to alleviate congestion at “honey pot” recreation areas

2. Which target markets are already coming that you’d like to encourage to stay longer & attract

more of? Need to convert day-hikers to overnight stays Need to build more product to accommodate enthusiasts Climbing market is a growth opportunity Couples- romantic getaways Organized events catered to enthusiasts Promote access to year-round sunshine on east end – grazers that like a variety of activities they

can experience in fair weather even if weather on the west-side is bad Promoting accessibility to entry level markets

o Does the enthusiast market lead the brand (ex. wind sports) o Can you harness this brand so people have stepping stones into the activity?

3. Which target markets do you believe offer the most potential for growth, particularly during times

of the year you want to expand your visitor season? Concessionaire partnerships to create accessibility Low income traveler Adventurers are the largest group for the assets that currently exist – tailoring more off-season

activities for this group to get overnight stays (example: more evening activities in off season targeted to enthusiasts like whitewater kayakers to get the overnight stay)

Convert grazers (hikers) to cultural heritage Promotion strategy – start West then for second trip go East Affordability of outdoor recreation opportunities – competitive advantage Target groups that are currently coming in off season - utilize arts/culture/events to convert to

overnight stay


ACTIVITY 3: IDENTIFYING GAPS AND OPPORTUNITIES BASED ON PERSONAS

Participants were asked to assess gaps and opportunities ripe for developing a ‘world-class’ adventure travel destination the Gorge region. Participants broke into three groups and assessed the destination through the lens of the one of the three Adventure Travel personas: the ‘Grazers,’ the ‘Adventurers,’ and the ‘Enthusiasts’. Those groups then split in half – one half looked at infrastructure and business services, the other half worked on marketing/communications and developing networks. After a brainstorming session, each work group was asked to prioritize 1-2 strategies that they felt would be the best strategies to tackle first. Groups then shared their priorities back with one another and together the group identified common priorities across all three persona groups.

COMMON PRIORITY OPPORTUNITIES:

1. Infrastructure

Public or private transit loop connecting I-84 and Highway 14 (Portland - The Dalles - White Salmon – Vancouver – Portland)

Develop stronger beach/river access, particularly in The Dalles, Cascade Locks, Bingen, Stevenson

Create multimodal bridge options or alternative modes of connecting both sides of the river (ferries or boat taxis)

2. Business Services

Develop more alternative, budget-friendly accommodation (hostels, BnBs, farm stays, campsites, glamping)

Create a network of outdoor gear rental and gear repair shops in town hubs beyond Hood River (i.e. The Dalles, Stevenson, White Salmon, Bingen, Cascade Locks)

3. Marketing & Communications

Visitor information hub branded and communicated at the go-to place in the Gorge for onsite trip planning and inspiration for outdoor rec opportunities/ recruit educated and knowledgeable staff who understand conditions, level of experience, equipment etc.

Create one central website for trip planning

GRAZERS (priorities indicated in bold)

1. Infrastructure

Public or private transit loop - Portland to The Dalles cross over to White Salmon to Vancouver back to Portland.

Finish HCRH State Trail

Expanded parking or shuttle to satellite parking focused on outdoor rec hot spots off I-84 and Hwy 14 (esp. Multnomah falls, Dog Mtn., Eagle Creek Trailhead)

“Smart Signage” indicating parking capacity before turning off highway (stop light style system – green for open capacity – yellow for almost full – red for full with an alternative suggestion of open capacity spot)

Increased number of trails on Washington side to absorb traffic

Map kiosks on highways 26 and 35

Metering based on traffic congestion – implement surcharge for parking during peak hours

Visitor “hardening” (restriction) on sensitive sites/trails



More beginner and short term rental opportunities right near recreation sites (put-ins, trail heads, etc.)

Short term shuttle services from service hubs/centers out to recreation zones

Small bus tours out of Hood River / Dalles / Stevenson or other lodging centers

3. Marketing Communications

Visitor info hub branded and communicated at the go to place in the gorge for onsite trip planning and inspiration for outdoor rec opportunities

o Could partner with USFS or NSA to utilize their brand o Concierge style services to help with trip planning and navigate wealth of info

Add capacity at regional DMO for travel trade market and can speak to the “soft adventure” outdoor rec opportunities for the regions as whole

Elevation of CRGVA website as the GO TO place for trip planning information: inclusive of inspiration outdoor rec itineraries, accessible onsite/local tour operators, etc.

Information network for other visitors centers so they are collaboration regionally on local frontline staff knowledge.

4. Networks

Collaborate with concierge services both in the destination and at “gateway” destinations like Portland > key referrals for group travel/tours catered to the grazer market.

ADVENTURERS (priorities indicated in bold)

1. Infrastructure:

Complete Gorge Towns to Trails project and Historic Hwy and create narrative around these trails

Develop stronger beach/river access in The Dalles, Cascade Locks, Bingen, Stevenson

Develop or enhance tourism kiosks at major trailheads

Public transit loop from Portland to The Dalles every 2 hours

Increased parking and service stations for beach access areas

Ferry shuttle to cross river every hour to transport bikes and pedestrians between Hood River and Bingen


Alternative/budget friendly/unique accommodations – BnB, farmstays, campsites

Gear repair shops and rentals in town hubs beyond Hood River (i.e. The Dalles, Stevenson, White Salmon, Bingen, Cascade Locks)

Local shuttles from urban areas to key points of interest

Specialized skills training programs for guiding, safety and hospitality

Alternative overnight accommodations on the Washington side


Central website for trip planning

Gorge- “Choose your own adventure” with options and time commitment, expert level, time of year for activity, etc.)


Suggestions for opportunities for other things to do near in the neighboring area, related activities

Website that’s smart phone friendly rather than an app

Education frontline staff – create a cheat sheet with collective resources on outdoor

recreation opportunities

Local business training to on regional knowledge (communications resource for best practice in

using social media)

Capture authentic testimony from travelers (Trip advisor, PDX Hiker, etc.) and be a part of the

conversation for niche blogs

4. Networks and partnerships

Create a training/learning network for tourism businesses

Social media networks – hashtag each other’s businesses, services and locations, link share on your website

Partner with tour operators to share info and learn who they are

Fam tours

Match partners and activities ENTHUSIASTS (priorities indicated in bold)

1. Infrastructure:

Info centers with advanced knowledge staff – aware of local conditions/ gear/ etc.

Better public docks and launch sites on Columbia

Lessening permitting restrictions on public lands for operators

Gorge wide unified signage plan with universal activity icons

Multimodal bridges

Hiker biker sites at state parks and USFS

Long term parking for stowing cars on long trips

Better access for climbing spots

Lodge to lodge trails (ex. Buelo/ Horsethief)

Longer single track opportunities


Gear rental outside of Hood River

Mid-range accommodations – hostel style lodging experiences with hot tubs, glamping, etc.

Group camping options near town with showers

Air BnB that caters to enthusiasts

More local guides


Shift in media pitch focus to target more niche “enthusiast” publications (The Enthusiast Network, Nat Geo, 1859) – co-op marketing opportunities for sub-destinations and individual businesses)

Communicate to locals the value of this visitor segment


4. Networks & Partnerships

Strategic alignment with online blogs/forums (Outdoor Project, The Climb, Walk About, Lonely Planet, Foder, “Meet Up” groups, Mazamas, Warm Showers, PCTA, Friends of the Columbia River Gorge, Oregon Outback, Audubon, NW Trails Alliance)

Reach out to current niche alternative lodging providers catered to this market

RDMO (in helping craft enthusiast fams)

CGRA (racing association)

BikePortland.org

Concierge services

Local experts in Oregon & Washington

PCT Days

Fishing Experts

Guides

OUTDOOR RECREATION/ADVENTURE TRAVEL ACTION TEAM SIGN UPS:

Amie DiGennaro, Float On SUP Yoga

Andy Knight-Gaige, Phoenix Rising Project

Mike Glover, Hood River Chamber of Commerce

Todd Collins, Wet Planet

Mayah Frank, Port of Cascade Locks

Stan Hinatsu, US Forest Service

Cara Yasui, Cascade Huts

Scott Klees, Pedal Bike Tours

Rick Seekins, Resource Development Group

Kate Harbour, Friends of the Columbia River Gorge

Karen Schaff, East Multnomah Chamber of Commerce

Shari Sirkin, Dancing Roots Farm

Don Stevens, City of North Bonneville

Casey Roeder, Columbia River Gorge Visitors Association

Starlena Simon, Leaning Star Winery

Documents

Gorge Tourism Studio Adventure Travel & Outdoor …industry.traveloregon.com/content/uploads/2015/08/04-Outdoor-Rec... · Gorge Tourism Studio – Adventure Travel & Outdoor ... Gorge