Tourism claims the second spot in
the Siskiyou County economy after agriculture. According to Joanne Steele of the Siskiyou
County Visitor’s Bureau (SCVB,) tourism accounts for $160 million in direct annual
spending on things like lodging and dining. In her annual report to the Board, Steele
described how local tourism is served by a series of tiered efforts. The California Travel
and Tourism Commission promotes the entire state as a place to visit. http://www.visitcalifornia.com/ There are also
promotional efforts at the Shasta Cascade Regional level. http://www.shastacascade.org/
This includes the California Welcome Center in Anderson.
At the county level, SCVB markets local destinations by trying to get
our attractions in the news. Steele explained that one column inch of a story about a
local place to visit is worth about 3-7 column inches of advertisement. It has been
demonstrated that stories about people and places affect the traveling public’s
choice of where to visit far more than an ad. The County currently provides$73,700 in
support of SCVB’s public relations and marketing efforts with the media. http://www.visitsiskiyou.org/coverage.html
Various partners in the promotion of tourism have come together to
create a countywide strategy. Recognizing that
studies indicate that for every hour of travel, a tourist expects to be entertained for
half a day, partners have come to recognize that it is in their best interests to promote
trips to sites all over the county. There are four Visitors Centers along the I-5 corridor
at Dunsmuir, Mt. Shasta, Weed and Yreka (Chamber) that distribute visitor information
about attractions and services throughout the county. Another partner has been a volunteer
group that has raised funding for, created and staffed a Siskiyou County booth at the
California State Fair.
In addition, the Collier Rest Area and Visitor Information Center at
I-5’s junction with the Klamath River has been recognized by the State Tourism
Director as the premier rest area in the state. http://www.siskiyoutitle.com/ciic/index.html
Businesses can place brochures or posters at Collier for a fee - used to offset staffing
and other costs. The Center features a state of the art “smart map” that
provides computer animated video display linked to a large topographic map of the area. http://harvestmoonstudio.com/sci_collier1.html
The SCVB also maintains a website at http://www.visitsiskiyou.org/ Plans are to continue to develop the internet site
as a way to provide information to potential visitors. In an effort to make the site
self-sustaining, businesses can purchase a banner ad that will run in four places of their
choosing on the site for $60.
An exciting new strategy is the development of “Itinerary
Guides.” Initially, three have been planned: History and Heritage; Watchable
Wildlife; and Walks and Strolls. The guide will feature where to go, what to see, where to
eat, sleep and shop. Future guides may feature
interests such as art galleries and performances and a cyclists guide. The Board was assured that the SCVB is working with
local Chambers of Commerce in developing the content of these guides. |
