California Cultural and Heritage

Tourism Council
“Working Together”
Symposium
May 12, 2005
California Cultural & Heritage
Tourism Council
 Why are we here?
• Preserve, protect, interpret and promote Cultural Heritage
Places and Activities
• Encourage interagency cultural/heritage tourism
cooperation
• Leverage Existing Resources
• Provide forum for information exchange
• Promote cross-county and cross region participation
• Commitment to seek out grants, funds - private/public

THEREBY CREATING AWARENESS

& SUPPORT
 Today’s Topics
• Economic Impact of Tourism
• Importance of Heritage Preservation
• Importance of Arts and Cultural Assets
• Cooperative Marketing & Partnership
• Cultural & Heritage Tourism
CA is #1 Destination in U.S.
• In 2003, Tourism:
 Generated $82.5 Billion in Direct
Travel Spending for CA’s Economy
 Increased 7.4% from 2003
 Employed Nearly 900,000 Californians
 Produced $5.2 Billion in Direct State
and Local Tax Revenues for CA
Tourism is an Economic Engine
• 4th Largest Employer in California
• Among the Top 3 Export-Oriented
Industries in Gross State Product
• Contributes as Much to the Gross
State Product as Agriculture and
More than the Motion Picture
Industry
Tourism $’s Benefit Every County

• Large – Los Angeles: $17 Billion; 157,000

Jobs
• Small – Sierra: $16 Million; 240 Jobs
• Tourism Benefits ALL CA Counties
($1.3 Billion = Avg. Visitor Expenditures
Received per CA County)
 Role of CA Tourism & Cultural Venues
USA
Destination
California
Marketing Region
Strategy City
Hotel
Cultural
or
Heritage
Venue

Hotel
City
Region
California
USA
Target = Retail /Cultural Venues/
Restaurants/Activities
What is a Cultural Heritage Experience?

• Visit National or State Park

• Visit Historic Site
• Attend Festival/Crafts Fair
• Engage in Cultural Activity
(museum/play/concert/art
gallery)
 Further Defined
• Cultural Tourism • Heritage Tourism
 Visual Arts  Historic Sites
 Performing Arts  Historic Landmarks

 Humanities  Historic Corridors

 Sciences &  Historic Districts

Technology  Architecture
 Ethnic
• Places & Events
festivals/cultures
• People
 Cultural Heritage Assets in CA
• California State Parks
 278 State Parks (47 Historic)
3,000 Historic Buildings
 10,000 archeological sites

 46 house museums

• USDA Forest Service

 55,000 historic/prehistoric
sites, trails, etc.
 Cultural Heritage Assets in CA
• National Park Service
 27 Parks in California
• Millions of acres of BLM land
• Over 1600 Museums
• Hundreds of Cultural Heritage Trails
 Golden Chain Highway (Gold Rush)
 Cesar Chavez Trail (Agricultural)
 Bay Trail (WWII Heritage)
 Mission Trail
• 10,000 Non-Profit Arts Organizations
• 83,000 For-Profit Arts Organizations
TIA Smithsonian Survey 2003
81% (up from 65% 1998) of
American travelers included a
cultural, arts, heritage or historic
activity or event while on a trip of
50 miles or more
• 32% (29.6 million) added extra time
because of this cultural activity or event
• Increase of 13% since 1998
• 43% added part of one day – down 18%
• 31% added one night – up 1%
• 19% added two extra nights – up 15%
• 7% added three or more nights – up 3%
 Cultural and Heritage Tourists
• Spend 38% More per Trip
• Stay 38% Longer away from Home
• 30% choose destinations for specific
historic or cultural events or activities
• 39% say trips that include cultural, arts,
historic or heritage activities “are more
enjoyable”
Partnership between CA Tourism;
CA Arts Council; CA State Parks;
CVBs of SF, LA, Sacramento and
SD; Sacramento Metropolitan Arts
Commission; City of SD
Commission for Arts & Culture; SF
Grants for the Arts and the LA
County Arts Commission
 “California: Culture’s Edge”
• First national Cultural Tourism Campaign
• Partners: California Tourism, LA, SF, & SD
CVBs, American Express and more
• 62.8 cultural heritage visitors in 1999
• 12.3% increase over 1998
• Travelers added $17.7 billion to state’s
economy
• Goals include:
 Promoting CA’s unique heritage
 Promoting the CA Arts Industry
 Promoting the CA tourism industry
 Developing a new Cultural Tourism
marketing effort
 Developing a public-private Cultural
Tourism collaboration
 Integrating public and commercial Web sites
to optimize collaboration
 Culture California Web Site
• www.culturecalifornia.com
• Free interactive portal for posting and finding
cultural/heritage events and venues
• One-stop research tool to California’s cultural heritage
attributes
• Link from California Tourism website
(6 million hits per month; 1.1 million unique visitors yr)
• Goals include:
 Promoting California’s Unique Heritage
 Promoting the California Arts Industry
 Promoting the California Tourism Industry
 Developing a sustainable new Cultural Tourism Marketing Effort
 Developing a viable public-private Cultural Tourism Collaboration
 Integrating public and commercial websites to optimize collaboration
Culture California Web Site
 Culture CA: Latino Heritage
• First heritage focus (2002)
• Developed Website
• 16 page print piece
• Distribution (over 1 million):
 Insert Smithsonian
 Direct mailings
• Half Hour Television Program on “The
Best of California” reaching over 1
million CA Households
Culture CA: African American Heritage
• 2003 heritage focus
• Redesign of web site
• 8-page print piece
• Distribution of piece (over 1.4
million):
- Travel Holiday magazine
- Black Meetings & Tourism magazine
- Travel & Leisure magazine
- Direct Mailings (American Express)
- “O” Magazine (Oprah)
• Public Relations effort around
Juneteenth ’03
• Half-Hour “Best of California”
Television Program reaching 15
million households Western Region
w/exposure on Web Site
 Cardmember Spending Data
5,000 received the CA travel planner
• 2,751 traveled & made purchases in CA
• 55% activation rate
• $55,806,362 total spending in market
during 5-month promotional period,
4/1/03–9/30/03
Breakdown of total $55,806,362 spending
by industry
Airlines: $500,011 .89%
Restaurant: $4,096,342 7.34%
Lodging: $4,421,747 7.92%
Retail: $31,692,49 56.79%
All Other: $14,841,84 26.59%
Culture CA: Asian American Heritage

• Third heritage focus (2003)

• Redeveloped Website
• 8 page print piece
• Distribution of piece
1 million Insert Sunset Magazine
• Repurpose of Cultural Heritage
• Programming on
“The Best of California” television
& Web site
 The CTTC looks forward to
working with Custom Marketing
Group (CMG) and American
Express on another great Cultural
& Heritage Tourism Campaign
• Partnership has leveraged
California Tourism brand
investment
• Print insert campaigns
• Focus on heritage
• Cultural messages in
California publications
• The Best of California TV
• $2.8 million in media value
 Video Clip:
TBOC
“Cultural Heritage”
CCTC Partners
• The California Cultural Tourism Coalition
(CCTC) is made up of a partnership between
California Tourism; the California Arts Council;
California State Parks; the Convention and
Visitors Bureaus of San Francisco, Los Angeles,
Sacramento and San Diego; the Sacramento
Metropolitan Arts Commission; the City of San
Diego Commission for Arts & Culture; San
Francisco Grants for the Arts and the Los
Angeles County Arts Commission.
Department of Parks and
Recreation
Proud Partnership Program
Mission of California State Parks
A key component of California State
Parks Mission is…..

“to protect and preserve it’s most

valued cultural resources”
 Purpose
• The purpose of California State Parks’
proud partner program is to align State
Parks with businesses, corporations, and
foundations that can:
 Provide revenue opportunities
 Sponsor special events
 Provide funding for maintenance, historical,
cultural and ecological preservation
 Proud Partner Criteria
• California State Parks is looking to align
with other organizations, businesses etc.
that are similar with the Department’s
own mission and philosophies on:
 Environment
 Healthful Living
 Corporate Citizenship
 Proud Partner Criteria Continued

• High Quality Outdoor Recreation

• Diversity

• Non-U.S. Operations
• Safe and Useful Products
 Guidelines for Partnerships
• Make the partnerships a win-win
• Adopt a shared vision
• Diversify your funding sources
• Respect the right to disagree; act on a
consensus basis
• Put mechanisms in place to re-enforce the
partnership
 California State Parks
Cultural Heritage Assets
• 278 State Parks (47 Historic)
• 3,000 Historic Buildings
• 10,000 archeological sites
• 46 house museums
• Over 81 million visitors each
year
• Size • Private
• Population • State
• Geography • Tribal
• Localized • Non-Profit
Structure • Federal
• Funding
• Communication
 State Leaders
• CA Governor’s Office
• CA Business Transportation and Housing Agency
• CA Resources Agency
• CA Office of Tourism
• CA State Parks
• CA Office of Historic Preservation
• CA Department of Transportation
• CA State Library
• CA Employment Development Department
• CA Arts Council
• CA State Archives
• California State Legislator Stakeholders
 Federal Leaders
• Advisory Council on Historic
Preservation
• Bureau of Land Management
• National Parks Service
• USDA Forest Service
• Federal Highway Administration
• Interested Tribal Representatives
• California Congressional Stakeholders
 Private Members
• CA Travel and Tourism Commission
• CA Travel Industry Association
• CA Roundtable on Recreation, Parks and Tourism
• CA Mission Foundation
• CA Preservation Foundation
• CA Native American Heritage Commission
• National Trust for Historic Preservation
• CA History Foundation
• CA Humanities Council
• CA Association of Local Arts Agencies
• CA Arts Marketing Institute
• Numerous Corporate Foundations
 Local Leaders
• Major Urban Areas
 Sacramento Working Collaboratively
 San Francisco CVBs, Historical Societies,
 Los Angeles Arts Organizations
 San Diego
• Rural Stakeholders
 Regional Marketing Groups “ “ “
 Convention and Visitors Bureaus
 Chambers of Commerce
 County and City
 CA Cultural and Heritage
Tourism Council
• MOU between Agencies ALL LEVELS
• Mission
 Bring together federal, state, tribal, local, non-
profit, corporate and private organizations and
interests
 Promote and enhance the joint benefits of
cultural and heritage resource preservation and
tourism promotion
 Facilitate cross-agency, cross-county and cross
regional communication and partnerships
CA Cultural & Heritage Tourism Council

 Facilitate cooperative promotional projects and

events
 Serve as a catalyst to identify funding
opportunities and resources
 Encourage collaboration and serve as a
resource
 Promote greater understanding of the benefits
of cultural and heritage tourism amount the
public, media, and policy makers
 The FOUR Steps
• Assess the Potential
 12 Tourism Regions
 List Resources
 Evaluate quality
 Level of Service
 The FOUR Steps
• Plan and Organize
 Identify Human Resources
 Create a C&HT Mission
 Define Goals
 Lay out Specific Objectives
 Set Reasonable Timelines
 Develop a business plan/work plan
 Develop a financial plan
 The FOUR Steps
• Prepare, Protect and Manage
 BIG JOB
 Produce tangible improvements
 Coordinate activities
 Maintain Momentum
Improves Community for Long Term
 The FOUR Steps
• Market for Success
 Develop a multi-year
 Develop a many-tier

 Seize opportunities
 Cultural Tourism in the U.S.
• 2005 Cultural & Heritage Tourism
Summit
 October 6 – 8, 2005, Washington, DC
 Tenth Anniversary
Arts, Culture, Heritage &
Tourism Collaboration

May 13, 2005