ebbetts pass scenic byway - calacog.org · ebbetts pass scenic byway marketing plan f-2 traverse...

Marketing Plan

Ebbetts Pass Scenic Byway

This Page Intentionally Left Blank

Ebbetts Pass Scenic Byway Marketing Plan F-1

Section

1 Marketing Plan Introduction This Marketing Plan is designed to complement county, regional and state tourism marketing plans as well as the USDA Forest Service Pacific Southwest Region Recreation Strategy. It incorporates relevant data from a wide variety of sources and identifies places where more data is needed. Target markets, including core and niche segments are described. Based on the history and heritage of the route and westerners’ affinity for auto travel, additional tactics for important niche markets are included. Mentioned briefly are opportunities for tour operators and international visitation as specified by the FHWA Guidelines for Corridor Management Plans.

A variety of marketing tactics, each consistent with the marketing goal and supporting objectives identified by the Byway Planning group and workshop participants, provide many opportunities for destination marketing organizations, resource agencies and private sector business to increase the quality of the visitors’ experiences and economic value of byway travelers to the area. Undertaken in a cooperative and concerted manner, these tactics will increase the destination appeal of the Ebbetts Pass scenic corridor, enhance the viability of area businesses and preserve the intrinsic features of the corridor.

The Ebbetts Pass Scenic Byway Western Context for the Ebbetts Pass Scenic Byway.

Since the late 1960s, various state and federal agencies (e.g., state departments of transportation, USDI National Park Service, USDA Forest Service, USDI Bureau of Land Management, the Federal Highways Administration) have recognized outstanding scenic and historical routes. California, an early leader in the scenic highway program, has many (50) designated state or national scenic routes, including the Ebbetts Pass Scenic Highway (http://www.areas.wildernet.com).

With the advent of the FHWA national scenic byway program, advocates for several of the western states’ premier routes have sought and achieved All American Road (AAR) or National Scenic Byway (NSB) recognition from FHWA. In 2002, California had three (3) All American Roads and three (3) National Scenic Byways in the FHWA Scenic Byways program. Oregon had nine FHWA scenic byways (four All American Roads and five National Scenic Byways) and Nevada had one All American Road and two National Scenic Byways.

Regional Context for the Ebbetts Pass Scenic Byway.

Highway 4, the Ebbetts Pass Scenic Highway, is one of several trans-sierra routes in central California. Like many other Central California routes across the Sierra, the Ebbetts Pass provides access to destinations in the Sierra Nevada, as well as a link between the eastern side of the Sierra Nevada, the attractions of Lake Tahoe and Reno, NV and California. Routes 50 and 88 are high speed, multiple-lane routes that, along with Interstate 80, carry the bulk of RV and large vehicle traffic between the Tahoe/Reno area and California. These routes also handle much of the through traffic between Nevada and California.

When compared to the high-speed routes, driving the Ebbetts Pass is a unique experience. A portion of the route is the only remaining single lane (no center line) segment of the California highway system. The lack of a center line, along with dramatic elevation changes, steep grades and sharp curves encourage travelers to


traverse the route at a leisurely pace, gaining time to experience the scenic vistas in a more intimate fashion than any other route into the Sierra. Unlike many central sierra routes, the Ebbetts Pass Scenic Highway has a seasonal closure during the winter. Although through traffic is halted, several excellent Snow Parks (seasonal parking areas with access to snow play areas and winter recreation trailheads), a state park with year round hot springs and soaking pools, ski resorts and an extensive trail system encourage continued use along much of the route during the winter months.

Intrinsic Features of the Ebbetts Pass Scenic Byway.

The Ebbetts Pass Scenic Highway is a 58-mile segment of California Highway 4 between Markleeville and Arnold. Designated as a California State Scenic route in 1971, it runs through the Calaveras Big Trees State Park, transects two National Forests and showcases spectacular scenery in Calaveras and Alpine Counties.

For thousands of years the corridor has served as a trading and travel route. It gained its current visibility in the 1850s as a transit way for emigrants and as a supply route between California and the Comstock Lode. Today the route offers spectacular scenery, an exciting glimpse into California's past, and excellent access to outstanding outdoor recreation adventures. The route also connects the Central Valley and the San Francisco Bay Area with tourist destinations in the Sierra Nevada.

The Federal Highways Administration defines an intrinsic feature as something that is representative, unique, irreplaceable or distinctly characteristic of the area. The Ebbetts Pass route has many opportunities for visitors and residents to explore and experience all six intrinsic feature categories (e.g., archaeological, cultural, recreational, natural, scenic and historic). Several natural resource-based attractions including Calaveras Big Trees State Park, Grover Hot Springs State Park (adjacent to route), Calaveras and Alpine counties, Markleeville, Bear Valley, the Carson River, the Pacific Crest Trail, Lake Alpine, Mosquito Lake, the Stanislaus National Forest and the Toyiabe National Forest lend a strong identity to the route.

Scenic and natural features unique to the Sierra Nevada landscape are common along Highway 4 and include expansive views of granitic outcrops, ancient volcanic peaks, deep river canyons, glacial valleys, majestic stands of old growth conifers and giant sequoias, open meadows, clear mountain lakes and swiftly flowing streams and rivers. The Stanislaus National Forest, recognizing the scenic significance of this route, acquired a 600-foot scenic strip along the highway corridor years ago in order to maintain the route's scenic quality.

Historically significant features include the Dorrington Hotel and Stage Stop, Chalmers Mansion (private land), the historic mining towns of Silver Mountain City and Centerville, and the Emigrant Road and Big Trees-Carson Valley Road Historical Areas. The area’s sliver mining heritage is distinctive when compared to the more prevalent gold rush mining heritage of the western side of the Sierra Nevada. Evidence of prehistoric use of the area is evident all along the route and Native American interpretive displays are provided at various campgrounds and trailheads managed by the Stanislaus National Forest.

Recreation opportunities are provided by State and Federal agencies and private businesses and include camping, hiking, mountain biking, spelunking, wine tasting, fishing, swimming, snowmobile riding, alpine and cross-country skiing, hunting, white water rafting and canoeing, off highway vehicle routes, hiking trails and the Carson-Iceberg and the Mokelumne wilderness areas.

Scenic driving is by its very nature a "universally accessible" recreation activity, however, few scenic byways are able to provide an experience that includes the infrastructure, recreation opportunities, visitor services and interpretive messages in a universally accessible framework. There are already several universally designed facilities along the EPSB with more improvements planned and funded for coming years. Universal design will continue to be an emphasis during the various infrastructure and interpretive improvements along the EPSB.

Highway 4 has a winter closure in effect from approximately mid-November to late May at the Alpine Lake Recreation Area. During winter the preferred mode of travel along the upper reaches of the EPSB is by


snowmobile, snowshoe and cross country ski. This is an extremely popular winter recreation area, providing a variety of terrain and experiences. Approximately four months each year this alternate mode of travel provides yet another dimension to this unsurpassed scenic opportunity.

An overall interpretation theme and three supporting sub-themes are described in greater detail in Chapter 9 of the Ebbetts Pass Scenic Byway Corridor Management Plan. These elements are repeated here because they encapsulate the natural and cultural history of the Ebbetts Pass Scenic Byway.

Overall Interpretive Theme: While people have, over time, used this route for different purposes it still remains an important link for community connections, discovery, adventure and the renewal of the body and mind.

The sub-themes include: � Seeking Fortune and Adventure: The historic silver story is one of boom and bust. Many mining towns

would move “lock, stock and jail” as they sought the next great bonanza. While some dying mining communities were replaced by those seeking the life of ranchers or loggers, or to those that make a living from tourists, other communities would be abandoned and left as ghost towns.

� The Peak Experience: Travel into the forest and discover a “peak experience” of nature at work or challenge yourself to a wilderness adventure, and awake your peak within body and spirit.

� Linger Longer: The friendly communities and businesses along the scenic corridor offer an variety of services and specialty shopping for travelers. Come and linger longer to enjoy the local ambiance and natural wonders of this area year round.

The Ebbetts Pass Scenic Byway is a leisurely drive along a beautiful winding route with scenic and heritage intrinsic features that compel travelers to get out of their vehicles to more fully embrace the experience. This all-season recreation destination has diverse activities for a wide range of enthusiasts. In addition, the area’s outstanding and unique heritage features add value to the visitor’s experience.

Visitor Services & Local Tourism Support Services.

Arnold, Bear Valley, Dorrington, Markleeville, and Tamarack provide accommodations and food and beverage for visitors. Vacation home and condominium rentals are available in Arnold and Bear Valley. Forest Service campgrounds and cabins also exist along the entire route. Other retail services (e.g., fuel, shopping and some professional services) are available in Arnold and Markleeville. Private businesses along the route provide services for travelers. Arnold and Bear Valley have several retailers specializing in outdoor recreation and a number of outfitter guides for water sports, hunting and fishing in the area. Visitor activity is sufficient to support private sector enterprises devoted to outdoor recreation. Additional visitor services can be found in South Lake Tahoe and the Carson Valley/Carson City area at the eastern end of the route as well as the foothill towns of Angel's Camp and Sonora. Chapter 2 in the Corridor Management Plan provides a summary of the hospitality infrastructure along the route.


Section

2 Target Markets Overview. This section summarizes research findings about several travel markets. Niche and core markets for the Ebbetts Pass Scenic Byway are developed based on existing research and input from the planning team and the marketing workshops. In the absence of data specific to the route, findings from other tourism studies are utilized to help understand the opportunities inherent in the scenic route.

Scenic Drivers. The September 2000 issue of Vistas, the National Scenic Byway Resource Center newsletter, summarized several research efforts that had been commissioned to support the National Scenic Byway program. Highlights from the various studies appear as bullet points below:

� Research in Colorado and Minnesota documented that the most common scenic byway travel profile in those two states was an adult couple over the age of 45 traveling without children.

� In another study, psychographic profiles were developed from two types of byway data. As with the Colorado and Minnesota research, both profiles represented couples. Couple Profile 1 was crafted from people who requested a national scenic byways map via the Web site. Profile 1 consisted of a couple, aged 45 – 64, with a household income that ranged from $60,000-$70,000. Couple 1 enjoyed individual sports like golf and skiing, was fitness oriented and traveled extensively. They spent time on-line and enjoyed working around the house and yard, listened to news, talk, classical and contemporary radio stations, bought performance cars and shopped at stores like Nordstrom and Eddie Bauer. The second profile was created from data on people who visited the National Road Welcome Center in Indiana. Couple Profile 2 owned a powerboat and camper/RV, liked to hunt or fish, drove a GM car or Ford truck, listened to country/religious/gospel radio, watched TNN, CNN, “soaps” and the Today show and shopped at Wal-Mart. The two very different profiles illustrate the wide appeal of scenic driving as a recreational activity.

� In the final study discussed in the newsletter, a national telephone survey was conducted to benchmark awareness of the byways program. That research project yielded the following results:

o About a quarter (25.9%) of the respondents had heard of National Scenic Byways or All American Roads,

o Respondents reported taking an average of 5-6 overnight trips each year, o More than three-quarters (76%) indicated that they took the most interesting route when

they traveled, o Respondents indicated that they are “very likely” (57%) or “somewhat likely” (35%) to

take a scenic or historic drive at their destination. o The top three sources of travel information included AAA or other travel club (46%),

calling a toll-free number (46%) or using the internet (39%) The August 2000 issue of Vistas profiled the economic impact of three scenic byways in New Mexico. Although this was primarily an economic impact study, the average per party expenditures for the three routes ranged from $323 - $576. (Federal Highways Administration, 2000, p. 4).

The June 2000 issue of Vistas revisited a 1995 study of Iowa’s scenic byways. Of particular note from this study was the finding that during a typical four-hour visit more than 50% of the travelers: looked at scenery (77%), saw


small towns (66%), shopped (59%), dined (55%) and visited historic sites (54%). (Federal Highways Administration, 2000).

Closer to home, a 1999 study of California tourists concluded that auto/bus touring was the top recreational activity for California residents (41.6 million person trips) and non-resident, domestic visitors (15.3 million person trips) to California (California Tourism, 2001). This is fortunate since the scenic driving market segment is a desirable one in terms of disposable income. As incomes increase, “so do the percentages of pleasure drivers.... 49% of those with household incomes over $50,000 are pleasure drivers (American Recreation Coalition, 1995, p. 8).” Figures are similarly and positively correlated with education levels, a desire for family togetherness and involvement in outdoor recreation.

National Forest Visitors. In January 2000, the USDA Forest Service began a visitor use project to develop statistically valid and reliable estimates of forest recreation by surveying visitors at 25% of the nation’s forests each year. The Ebbetts Pass Scenic Byway crosses portions of two national forests so findings from the NVUM program may help planners to understand the forest recreation component of the tourism market. A look at the national snapshot provides these highlights:

� Nationally there are an estimated 214.1 million visits to national forests each year plus an additional 215.4 million “occasions” of people viewing National Forest scenery (called “viewing corridor occasions). This is a roughly 50-50 split between people coming “to” national forests and people “driving through” national forests.

� In Region 5, location of the Stanislaus National Forest and the western portion of the route, an estimated 28.7 million national forest visits occurred with an additional 16.3 million “viewing corridor” occasions. In Region 4, location of the Humboldt-Toyiabe National Forests and the eastern portion of the route, an estimated 22 million national forests occurred with an additional 9.7 million “viewing corridor” occasions. Together these figures suggest that more people recreate on western (e.g., Region 4 and 5) national forests than engage in “viewing corridor” occasions.

� Nationally, almost 70% of National Forest visitors are male and 50% are between the ages of 31-50. Another 11.7% are between the ages of 51-60 and less than 10% are over the age of 61. Ninety-two (92%) of all visitors are white with ethnic/racial representation as follows: Hispanic (3.7%), Asian (1.6%), Native American (.8%), Asian American (.7%), Pacific Islander (.4%). Note. These data may not reflect visitation in Regions 4 and 5 due to their greater ethnic diversity (Region 5) and high percentage of Hispanic residents (Region 4 and 5).

� The average length of stay for a forest visit was 19 hours. Fifty percent of the visitors stayed four or fewer hours and 10% stayed 48 hours or longer.

� Nationally the five most popular activities were: viewing natural features (52.1% of all national forest visits), general relaxing (45.3%), viewing wildlife (37.8%), hiking (36.4%) and driving for pleasure (22.5%).

� Visitors to National Forests report generally high satisfaction with their visits and good agreement between the importance that they attach to a particular facility or service attribute (e.g., scenery, available parking, etc.) and their satisfaction with that attribute. One item, “adequacy of signage” showed a .3 gap between the importance of the attribute (mean=4.1 on a 5 point scale) and visitor satisfaction (3.8 on a 5 point scale) with the item. This suggests that signage is an area where the Forest Service can make changes to improve visitor satisfaction. (USDA Forest Service, National Forest Visitor Use Monitoring, 2002.)

Selected findings from the Humboldt-Toyiabe NVUM project are summarized in another section of the marketing plan. Data from the Stanislaus National Forest were not available when this report was prepared.


California’s Tourists. Most of California’s travel and tourism expenditures and volume comes from Californians traveling within the state. Between 82- 84% of California’s travel volume comes from Californians. The top recreational activities of travelers in California include touring by auto or bus, visiting the beach/waterfront, visiting a theme/amusement park, attending a cultural activity (e.g., play, concert), hiking or biking, visiting a state or national park (California Tourism, 2001). The Ebbetts Pass Scenic Byway provides opportunities for all except one of the top six recreational activities.

California’s International Visitors To Rural Areas.

At a recent California Rural Tourism Conference (1999, September) California Tourism made a presentation that included some key information about international visitors to rural areas/regions. All data is from 1998-1999. Table 1 summarizes the activities of international travelers from four counties when they visited rural regions of California. In general, the opportunities along the Ebbetts Pass Scenic Byway are better aligned with the patterns and preferences of international visitors from the United Kingdom and Germany. Opportunities of interest to travelers from Japan and South America, though available, are well frequent and not well publicized.

Table 1. Popular Leisure Activities of Overseas Visitors (1998-1999).

Japan U.K. Germany S. America Visit Historical Places 12.4% 43.7% 52.7% 49.0% Visit Small Towns 32.4% 40.1% 47.5% 46.5% Visit National Parks 18.5% 36.2% 58.7% 27.2% Touring Countryside 13.7% 45.8% 61.8% 22.0% Cultural Heritage 8.1% 31.2% 43.8% 23.2%

California’s Heritage Travelers.

In 2000, California Tourism released the California Heritage Tourism Report. D.K. Shifflet and Associates used 1999 data to prepare a profile of heritage tourism in California. Since the cultural heritage of the Ebbetts Pass Scenic Byway is a key element of the interpretation plan applicable findings from the California Heritage Tourism Report appear as bullet points. These bullet points are direct quotes or nearly verbatim excerpts from the report’s Executive Summary (California Tourism, 1999).

� A traveler was considered to be a “heritage traveler” if he/she participated in at least one of the following activities: visited a national/state park, visited a historic site, attended a festival/craft fair or engaged in a cultural activity such as a museum, play, or concert.

� California’s heritage travelers were primarily California residents, representing 81.4% of the 1999 total.

� Attending a museum, play or concert was the most popular form of heritage travel, followed by visiting a state or national park, visiting historic sites and attending festivals/craft fairs.

� The average California heritage traveler was approximately 42.7 years old, had a household income of about $61,200 and was a white-collar professional (57%).

� Thirty-one percent of the resident heritage travelers came from three DMAs within the geographic area of Ebbetts Pass Scenic Byway including San Francisco-Oakland-San Jose (16.2% of heritage travelers), Sacramento-Stockton-Modesto (10.8%) and Fresno-Visalia (4.1%).

� Resident heritage travelers were traveling for “getaways, special events and other personal reasons. Non-resident, domestic heritage travelers were more likely to be traveling as part of a general vacation and to visit friends and relatives.


Rural Tourism in California.

At a recent California Rural Tourism Conference (1999, September) California Tourism made a presentation that included some key information about visitation to rural areas/regions. Excerpts from the presentation appear as bullet points and all data is from 1998-1999. Highlights include:

� 48% (120 million person trips) of California’s 250-million person trip travel volume occurred in rural areas of California.

� 38% (24.5 billion dollars) of California’s $64.8 billion dollars in travel spending occurred in rural areas.

� Travel expenditures were $75.30 per person per day. In rural areas the daily expenditures were generally lower than the state average.

� Rural tourism travel trends included an interest in authentic experiences. Shopping, festivals and events remained popular. There was increased focus on families and children and educational experiences that were fun and vacation values.

The presentation also included an analysis of the amount of content about rural regions in the various travel publications produced by California Tourism in 1998. Table 2 summarizes these data.

Table 2. Analysis of Rural Region Coverage in California Tourism Publications

Publication Distribution % Content Rural Region Related

Visitor Guide 300,000 54% Calendar of Events 250,000 73% Outdoor Recreation Guide 171,000 95% Internet (hits) 19,053,680 66% Travel Planner 60,000 56% Adventures & More 4,800 59%

The High Sierra Region of California.

California tourism describes the High Sierra Region as “symbolic of the American wilderness.” “The crystal-clear high country lakes, steaming hot springs, giant sequoias and peaks of the Sierra Nevada are an outdoor enthusiast’s dream.” (2001, California Fast Facts, p. 12). Alpine County and the eastern portion of Calaveras County are in the High Sierra Region. Mariposa and Mono counties are entirely in the High Sierra Region. The eastern portions of Nevada, Placer, El Dorado, Amador, Tuolumne, Madera, Fresno and Tulare counties as well as the northern portion of Inyo County and the northeastern portion of Kern County are in the High Sierra region. In 2000, the region’s population was 305,540 people. (2001, California Fast Facts, California Division of Tourism).

In 2000, the region had 10.79 million person trips, 4.3% of California’s total travel volume. The region’s share of the state’s total travel expenditures, at 3.4%, was less than its’ market share and probably reflects the lower cost of accommodations and meal costs in the area. Almost 50,000 travel industry jobs are in the region. At 4.6% of all California tourism jobs, this is slightly higher than the percentage of total travel volume.

Taken together, what do these figures suggest? Travel spending has become an important part of the regional economy supporting almost every 6th job in the region. Further, Since travel expenditure percentages lag slightly behind travel volume and job percentages, there is room to increase the economic value of tourism in the region.

Citing Smith Travel Research data, the lodging statistics for the area in 2000, are reproduced in Table 3. The California North Area figures are more applicable for the Ebbetts Pass Scenic Byway.


Table 3. Northern California Lodging Sector Data (1999 – 2000).

Location Average Occupancy Rate, 2000

Percent Change 1999to 2000

Avg. Daily Room Rate 2000

Percent Change 1999 to 2000

Number of hotels surveyed

Number of rooms in surveyed hotels

California North

65.6% 4.5% $75.54 7.0% 395 23,800

CA North Area

58.0% 1.2% $56.95 3.3% 270 14,300

The Ebbetts Pass Area.

Although there is no visitor data specifically associated with the Ebbetts Pass Scenic Byway, general data about visitor patterns to Calaveras and Alpine Counties can be drawn from several sources. In the following paragraphs, data from state and federal agencies and organizations help to illustrate the current situation.

The Ebbetts Pass Scenic Byway runs through eastern Calaveras County and Alpine County. Travel spending between 1993 and 1999 increased by 6.1% annually in Alpine County and 6.4% annually in Calaveras County. In both counties travel spending has been increasing at a greater rate than the state’s average increase of 5.7% annually. (2001, California Fast Facts, California Division of Tourism, p. 5).

In 2000, the USDA Forest Service began a project to collect data about the recreational use of national forests. The National Visitor Use Monitoring Project (NVUM) was designed to collect data from each of the national forests on a four-year rotation. Data were collected from visitors to the Humboldt-Toyiabe National Forests. [Data for Stanislaus National Forest users was not available at the time this corridor management plan was written.] While the data are accurate and applicable forest-wide, they are not applicable at the district or site level. Despite this limitation, some data may be useful to the Ebbetts Pass planning group since NVUM is one of only a few statistically valid data sources on recreation use in the area. Some highlights appear as bullet points. (USDA Forest Service, 2001).

� 86% of the HTNF visitors were male (14% female) and 53.7% of the visitors were between the ages of 21 and 50.

� 91.6% of the HTNF visitors were white. 3.1% of the visitors were Hispanic, Spanish or Latino with only Native American and Asian visitors as the only other ethnic or racial groups comprising more than 1% of the visitors.

� The top five zip codes reported by HTNF visitors were from Reno, Nevada.

� The five most frequent activities undertaken by HTNF visitors were hiking, walking, viewing scenery/nature, general relaxation and hunting. When asked about the primary purpose of the visit, the most frequent primary purposes were hiking/walking, hunting, viewing scenery, general relaxation, and downhill skiing.

� 17% of the HTNF visitors reported “driving for pleasure” as an activity. Seven percent (7%) reported that driving for pleasure was the primary purpose of their visit.

The California Division of Tourism prepares combined visitor profiles for the smaller tourism counties in California. Amador, Calaveras, Alpine and El Dorado counties are combined for the purposes of this on-going research. The California County Travel Report is prepared using a four or five-year time frame and released about every three years. Selected data from the last two reports is reproduced as Table 4. Note that El Dorado County with its much larger and very fast-growing tourism industry may skew the profile and make it less applicable to Calaveras and Alpine Counties. (California Tourism, 1999).


Table 4. Visitor Profile for Amador, Calaveras, Alpine and El Dorado Counties

VISITOR PROFILE 1992-1996 1994-1999

Size of travel party 3.2 persons 2.7 persons

Mean HH income of visitors $46,800 $59,100

Length of stay, excluding day trips 2.9 nights 2.8 nights

Length of stay, including day trips 1.6 nights 1.4 nights

Average daily expenditures $62.50 per person $62.00 per person

Percent traveling with children 43% 31%

Percent traveling with at least one 55+ person 12% 20%

Arrived by auto/RV 90% 91%

Percent Visitation in First Quarter 35% 33%

Percent Visitation in Second Quarter 16% 21%

Percent Visitation in Third Quarter 32% 31%

Percent Visitation in Fourth Quarter 17% 15%

The California Division of Tourism contracts with Dean Runyan Associates to determine the economic significance of tourism in 58 California counties. Tourism spending in Calaveras County in 2001,was $196 million, which was the most recent reported data. Travel spending supported an estimated 4,500 jobs and $10.5 million in state and local taxes were collected. (California Tourism, 2003). In 2002, almost 30% of the Calaveras County jobs were generated by travel spending, far exceeding the California percentage of 5.6% (California Tourism, 2003). Based on figures provided by the Calaveras (County) Visitors Bureau, more than 50% of the lodging expenditures occurred in City of Angels (personal communication, 2002). By way of comparison, 1992 travel spending in Calaveras County was 140 million dollars supporting an estimated 4300 jobs (California Tourism, 2003).

California Tourism figures for Alpine County in 2001 reveal that travel expenditures were $34.8 million, supported 640 jobs and generated $2.1 million in state and local taxes. In Alpine County, an estimated 47.7% of the jobs were travel related. Alpine County had the second highest percentage in the state, trailing only Mono County, in the percentage of jobs that were generated by travel expenditures. (The California state percentage is 5.6%.) For comparative purposes, in 1992, travel spending was $23.8 million dollars and supported 480 jobs. (California Tourism, 2003).

The Calaveras Big Trees State Park is one of two state parks on or adjacent to the Ebbetts Pass Scenic Byway. It anchors the western portion of the route. The park reported 160,744 visitors in FY 2001-2002. Almost 48,000 stayed overnight in park campgrounds. Fifty-eight percent (58%) of the park visitation occurred in June, July or August with another 28% in May, September or October. Since 1995, annual visitation has fluctuated from a high 191,698 in the 1995-96 fiscal year to a low of 140,033 the following fiscal year. In the first three months of the 2002-2003 fiscal year, visitation was slightly up over the previous year (unpublished California State Park data).


The Alpine County Chamber of Commerce contracted with SMG, a private sector consulting firm, to complete a Visitor Profile Study. Data were collected using intercept interviews from August 2001 through August 2002. Over 600 surveys were collected. Interested readers will glean a wealth of information from the complete document but several key findings applicable to Ebbetts Pass Scenic Byway portion of the county include:

� Visitors to Alpine County were mostly Caucasian (85%) with an average age of 38 and an annual household income of $51,000. The average size of the travel party was 2.6. Almost half (49%) were traveling with children. The average daily party trip expenditure was $349.

� Visitors came often, averaging 3.5 trips in the past 12 months and 4.6 trips in the past five years. Over 80% of all visitors were returning to Alpine County and 72% said they would return within the next 12 months.

� The most frequently reported activities were sightseeing (44%) and hiking/backpacking (41%). The most important factors to influence future trips to the area include: trail access/interpretive trails and restrooms.

� Visitors’ priorities for agency management included wildlife protection followed by cultural and historical programs.

The Ebbetts Pass Scenic Byway.

There is currently no tourism research specific to the Ebbetts Pass Scenic Byway. No recent traffic count data is available and the area destination marketing organizations have no route-specific data. Despite the lack of published research, the Ebbetts Pass Scenic Byway planning group was able to describe current visitors to the area and their recreational activities. Current and potential markets for the Ebbetts Pass Scenic Byway are discussed briefly in the following section. While the planning group was able to describe these existing and potential niche markets, they were not able to reliably estimate their numbers and regional concentration. It will be important to conduct route specific marketing research to further refine and develop these niches.

Target Market At A Glance.

The core market for the Ebbetts Pass Scenic Byway can be found within a 3 – 4 hour radius of the route. Geographically, the target market lives in the San Francisco Bay area, the Sacramento Valley between Sacramento and Modesto, the foothill counties of the Sierra Nevada, including Alpine and Calaveras counties in California and the Reno area and Carson Valley in Nevada. In terms of lifestyle, the target market for the Ebbetts Pass Scenic Byway enjoys an active outdoor recreation oriented lifestyle. Compared to residents in other parts of the United States, western residents are much more likely to engage in walking, hiking, camping, fishing, and sightseeing.

Niche Markets for the Ebbetts Pass Scenic Byway.

Geographic Niche. The existing visitor base on the west side is primarily from the San Francisco Bay area, specifically the east and south bay areas, as well as the Central Valley (60-65% of total visitation). In 2002 the Greater Arnold Business Association (GABA) identified five target areas for marketing. Radiating out from Arnold these geographic markets include Calaveras County, neighboring counties, the Central Valley, the Sacramento area and the greater San Francisco Bay Area (GABA Marketing Plan, 2002). The Calaveras Visitors Bureau also identified several geographic market segments: the local market, the Central Valley, the Sacramento area, the Bay Area and a “test” of the Southern California market.

Californians are also the primary market on the eastern side of the route although there is noticeable visitation from Carson City, the Carson Valley (mostly day use) and the Reno area, all in Nevada. The entire route has significant visitation from Alpine and Calaveras counties, the two counties connected by the route. Amador and Tuolumne counties, the two sierra California counties adjacent to Calaveras County also provide noticeable


numbers of visitors. While little is known about international visitor patterns, Grover Hot Springs, open year-round, often has visitors speaking German, French and Japanese. Also, Russian-speaking tourists are starting to visit the east side.

Outdoor Recreation/Sports Niche. Outdoor sports and recreation include motorized recreation (e.g., OHV, motorcycling, and snowmobile), winter sports (e.g., skiing, snowmobile riding, snow play, cross-country skiing, snowboarding and snow parks), water recreation, trail hiking, camping, and mountain biking. Much of the winter recreation and non-water recreation is trails-based. Fishing, due to its importance, is described separately in the next paragraph.

Fishing Niche. Although fishing is technically a type of outdoor recreation activity, is really is its own niche due to the high quality and varied opportunities along the route. Fishing is an increasingly popular outdoor recreation pursuit; fly-fishing is excellent along the corridor and the Alpine County fish-planting program provides a steady supply of notable fish. Fishing is one of the three top activities reported by visitors to Alpine County. Fishing at Lake Alpine is a huge draw. Also, many lakes are adjacent to the corridor so fishing is highly visible. There are a number of needed access improvements to enhance this particularly important component of the recreation intrinsic features.

Pristine Niche. The Ebbetts Pass Scenic Byway winds through pristine Sierra high-county. There is one roadside adjacent wilderness area. Two other wilderness areas can be seen from the route. In addition to the designated wilderness areas, much of the general forest area is “wild land” and appears much as it did more than 100 years ago. California (Region 5) National Forest wilderness monitoring indicates that 62.4% of all wilderness use is day use and 37.6% is overnight (Wilderness Recreation Use, 2003). Many wilderness recreationists will come out of the wilderness area in the later afternoon or evening, perhaps to eat in local restaurants and stay in local accommodations.

Ambiance Niche. Rest and relaxation in a beautiful place other than “home” is the goal of many visitors to the area. Ambiance seekers come for entertainment/special events, cooler temperatures, rest/relaxation, wine-tasting and fresh mountain air. Scenic driving for ambiance-seekers is a form of recreation and transportation. Folks coming from Nevada for three or four early winter weekends to cut Christmas trees on Humboldt-Toyiabe National Forest can also be classified as seasonal ambiance seekers. Other ambiance-seekers can be categorized by accommodations and include lifestyle changers (new residents/retirees), second homeowners and vacation/rental occupants. Vacation/rental folks return on a more or less regular basis and pay a large portion of the Calaveras County TOT (transient occupancy tax). [Note. Kirkwood Resort is noteworthy, though not on the route, because it is adding condos thereby increasing the number of visitor sleeping rooms in Alpine County.]

Universal Design Niche. State and federal natural resource agencies have increased the number of all-access/improved access recreation and heritage opportunities along the route, providing an attractive option for traveling parties that include persons with mobility considerations (e.g., walkers, canes, crutches, strollers) and visitors with disabilities.

Senior Adults. According to data compiled by the Sierra Business Council (1996), the number of retirees in the area is more than double the state average. Further, the Census Bureau estimates that the number of senior adults (65+) in California will double in the next twenty years. Senior adults are the most frequent leisure travelers and are more likely to undertake a cultural heritage excursion or activity than any other age group. Senior adults have also been identified as a target market in the GABA Marketing Plan. Senior adults represent a particularly good niche for the Ebbetts Pass Scenic Byway since they often travel midweek and during the shoulder season. Also, many have many years of positive experiences in the Sierra Nevada.

“Threshold Experience” Niche. The Ebbetts Pass Scenic Byway provides a way for the novice or inexperienced outdoor enthusiast to have a safe, high quality, outdoor recreation experience. The outdoor


recreation experiences along the Ebbetts Pass Scenic Byway are accessible and varied, providing a great “sampler” experience for the mixed age, mixed skill group who is looking for an outdoor recreation destination. High country lakes, trailheads and campgrounds are located on or adjacent to the route. In addition, the numerous towns along the corridors provide services and facilities needed by travelers. Positive outdoor recreation experiences can help build confidence and skills as well as an affinity for the outdoors.

Natural/Cultural Heritage Niche. The market segments interested in natural and cultural heritage will find opportunities to learn more about these natural/cultural themes: volcanism/glaciers, wildlife, sequoias/big trees, emigrant trails, silver mining. The high concentration of seniors in the foothill counties, their general willingness/ability to travel mid-week and during the shoulder season and their appreciation for heritage and accessible design features make this a promising niche market to pursue.

Affinity Travel Niches. Other niche markets, based on affinity group travel, should be evaluated for market development. The Ebbetts Pass corridor has opportunities for niche development of small group affinity tours (e.g., heritage, outdoor recreation), senior tours, social recreation groups, and car/motorcycle clubs. Unlike many rural corridors and routes, the EPSB has a sufficient inventory of sleeping rooms on or near the route to support these groups and provide maximum economic benefits from the visitation.

Independent International Travelers. The most promising international niche is the independent international traveler. Since the Ebbetts Pass Scenic Byway is located between three National Parks (Death Valley, Yosemite, Kings Canyon) and the Reno-Lake Tahoe area, international visitors completing the “National Park circuit” are often traveling through the area. Both California State Parks at opposite ends of the Ebbetts Pass Scenic Byway report noticeable numbers of German, Dutch and English visitors. The year-round hot springs at Grover Hot Springs State Park are particularly attractive to European visitors.


Section

3 Travel and Tourism Trends In this section several broad trends and their implications for travel and tourism are described. These trends influence the preferences of the scenic driving target markets as well as their consumption and spending patterns. Data are drawn from a wide variety of sources, including tourism marketing organizations, state and federal sources and consumer research studies. A brief summary of travel indicators concludes this section.

Trends

Demographic Trends. California is the most diverse state in the U.S. in so many different ways. California’s varied terrain, biological diversity (e.g., plant and animal) and human diversity (e.g., ethnic, racial, age, lifestyle) are unrivaled in the United States. Within these expansive parameters, several aspects of southern and central California and the bay area, the primary geographic markets for the Ebbetts Pass Scenic Byway, bear special mention. Between 1990 and 2000 the percentage of Hispanic Californians increased from 26% to 32% and the percentage is projected to increase for the next several decades in the bay area, the Asian/Asian-American population has increased markedly. According to the Census Bureau, in 2000, California with 12% of the U.S. population, had slightly more than 31% of the U.S. Hispanic/Latino population and more than 36% of the U.S. Asian population. (Census Bureau, 2000).

California’s population, about 34 million in 2000, is projected to exceed 49 million by 2050. The sheer magnitude of California’s increase in population and the state’s high percentage (82-84%) of in-state (e.g., residential) visitation will increase tourism throughout the state. Of particular importance to the Ebbetts Pass Scenic Byway will be the increase in population in the Sacramento and San Joaquin valleys as well as the growing population of the San Francisco Bay area. Travel distance for “getaway” weekends will continue to decrease but the population is steadily moving into the valley and foothills, closer to the Ebbetts corridor. Much more information is needed about the travel preferences of Hispanic/Latino and Asian/Asian-American to ensure that these important and emerging travel markets are aware of the scenic route.

Economic Trends. California is currently dealing with the consequences of an economic slowdown that began in early 2001 and has grown to a daunting state deficit. The anxiety associated with looming international conflicts and close-to-home budget woes is battering consumer confidence, a key gauge of willingness to travel. In near-by Silicon Valley, turmoil in the dot.com and information technology sectors has reduced disposable income in key feeder markets. The economic slowdown, stock market losses, spiraling state budget deficits, the lingering consequences of the 9-11-01 attacks on the World Trade Center and uncertainty about energy costs are changing the market for travel.

Leisure travel, however, has been redefined rather than eliminated. People are taking more automobile/SUV-based trips closer to home. Vacationers find themselves drawn to moderated priced, high value excursions. Although many of California’s long-haul (e.g., airline accessed) destinations are suffering from decreases in inbound travelers, the rural areas of the state are relatively unaffected with some reporting increases in visitation. Scenic byways represent an “auto-centric” tourism product and should flourish in the emerging tourism marketplace that values close, preplanned excursions to allow people to reconnect with nature and loved ones.

Social Trends. California is a vast state with countless social trends. Long viewed as a bellwether state, two social trends will exert a particularly strong influence along the Sierra Nevada. First, the out-migration from California’s urban areas will continue to fuel the growth of second-home and retirement home development


throughout the Sierra Nevada and in the Carson Valley. Highway 4, the Ebbetts Pass Scenic Byway, as a primary east-west corridor, will be a catalyst for Byway-adjacent development in both counties. Already small, quaint cabins are giving way to larger homes in landscaped and amenity rich sub-divisions or gated golf-course communities. The residential patterns will change all social service, retail and government functions in the area. A second trend that will exert an influence on all of California, including the sierra counties, is also a migration trend, but on a global scale. California is one of the nation’s top states for immigration. Significant increases in the number of immigrants from around the world, especially from Mexico, central/south America and the Pacific Rim, are rapidly changing the socio-cultural milieu of California. Outdoor recreation patterns and preferences vary greatly and natural resource managers are struggling to provide adequate facilities and infrastructure to meet demand. The Ebbetts Pass corridor will be influenced in very different ways by these two migration-related social trends.

Environmental Trends. The urban, coastal portions of California, Oregon and Washington have been in the forefront of the environmental movement. Certainly the biodiversity of California along with its large number of threatened and endangered species has elevated awareness and interest in environmental issues and impacts. At the same time, there is renewed emphasis within the Forest Service on fuels reduction and watershed health. One consequence of the interaction of these forces has been the development of regional or ecosystem level forest plans. The Sierra Nevada Framework, for example, guides the eleven national forests of the Sierra Nevada. These large scale planning frameworks set the tone for forest priorities and planning and exert an influence on the expansion and/or enhancement of outdoor recreation and heritage opportunities.

Recreation/Leisure Trends. Several changes in recreation and leisure time activities may have an influence on the travel and tourism market in California. For the past 10 – 15 years there has been an upswing in adventure recreation that has been joined more recently by in increased interest in cultural heritage. More mechanized and motorized forms of recreational transportation (e.g., snowmobiles, ATVs, scooters) and more technologically advanced forms of conveyance (e.g., mountain bikes and all forms of “boards”), shape the outdoor recreation market and lifestyle. Californians, in particular, are techno-savvy with high in-home access to the Internet and a tendency to buy and use “techno-toys” (e.g., GPS units, electronic fish-finders and other specialized gear) during leisure and outdoor recreation.

Psychographic Trends. The primary change in the psychographic profile (e.g., attitudes, intentions, beliefs) of the contemporary consumer is one of choice and entitlement. Consumers are seeking, and expecting, more choices, more value and more amenities for their leisure dollars. At the same time, travel motivations have broadened to include ever more extreme variations on the long-time standards of relaxation and adventure. The western lifestyle, active and outdoor oriented, lends itself to national trend setting in areas of lifestyle, recreation activities and outdoor equipment.

At the same time, more people indicate that “doing nothing” and “escaping” are among the prime motivators of travel. In the wake of economic uncertainty and the violence of September 2001, folks are looking for travel opportunities closer to home and accessible by automobile. Destination marketing organizations in California and Nevada have increased their attention on the instate market and are promoting rural destinations to urban residents. Regardless of the travel motivation, the Ebbetts Pass Scenic Byway with is route-adjacent recreation opportunities and slower pace has much to offer.

Indicators. Of the myriad economic and social indicators, several will have a more marked impact on the amount of interest in and visitation to the Ebbetts Pass Scenic Byway. Indicators to monitor include:

� Fuel cost. Since the Ebbetts Pass Corridor is a mid-range “drive to” destination from the urban centers in Nevada and California, as fuel prices fluctuate so will visitation. If fuel costs rise, visitation is likely to go down as travelers select familiar and closer excursion destinations.


� Bay Area Consumer Sentiment. When consumer confidence is high, visitation increases as people “boldly go” to experience the outdoor recreation lifestyle. When confidence is shaky, folks stay closer to home or visit familiar destinations.

� “Capital” Mood. Optimism in Carson City (NV) and Sacramento (CA) will increase visitation. Uncertainty or pessimism will decrease it.

� Media Interest I. Feature stories and travel recommendations in major newspapers and lifestyle publications will increase interest in and visitation to lesser known and emerging destinations.

� Media Interest II. Headlines and investigative stories on the ecological health, wildland fires, record snowfalls, foul winter weather, environmental unrest/protest and natural resource management will decrease visitation.

� War. A declaration of war or other armed conflict will decrease long-haul travel and increase auto-centric, close-to-home travel. Familiar areas and destinations that are perceived to be safe will be more attractive.

� Health Risks. Diseases transmitted by outdoor pests will make visitors cautious about outdoor recreation. This may become a major limiting factor for novice users.


Section

4 Present Marketing and Tourism Efforts Although the Ebbetts Pass route has been traveled for thousands of years and recognized as a California Scenic Highway over 30 years, the Ebbetts Pass Scenic Highway has been promoted in only a limited manner. A selection of recent marketing and promotion efforts, including brochures, magazines, visitor guides, Internet website and other information distribution systems is presented in two categories: private sector/tourism promotion efforts and agency efforts.

Selected promotional or developmental efforts by the private sector interests or destination marketing organizations in recent years include:

� Ebbetts Pass Wonderland, a soft cover publication highlighting the scenic and heritage features of the route, written and published by local author/photographer Dick James.

� The route is highlighted on tourism maps of state and national scenic routes in California. � The route is mentioned, by name, in several destination marketing/tourism publications. � The recreation areas along the route are occasionally featured in lifestyle publications such as VIA

(AAA) and Sunset Magazine and regional publications such as Sierra Heritage. � The award-winning Greater Arnold Area Guide, produced by GABA, features many of the

attractions along the route throughout the guide. The double page area map identifies the route as California Scenic Highway 4.

� The Calaveras Visitors Bureau Guide To The Celebrated Calaveras County features “big trees” on the cover.

� Central Sierra Seasons featured the Highway 4 corridor in “Trails Less Traveled” article in their winter/spring 2003 issue.

� Bear Valley Ski Resort was mentioned in an article on less crowded ski resorts in the November/December 2002 issue of VIA magazine.

� Highway 4: Motorcycle Riding Ebbetts Pass, a website developed to motorcycle touring (http://pashnit.com/road/cal/Highway4.htm)

Examples of promotional and/or visibility efforts undertaken by resource agency or local transportation planning organizations include:

� The USDA Forest Service funded an Economic Recovery Program grant in 2000 to explore the feasibility of nominating the EPSB for one or more national recognition programs.

� The FHWA funded a Scenic Byway program grant in 2000 to fund the development of a Corridor Management Plan for the Ebbetts Pass Scenic Byway.

� An Ebbetts Pass "mark" or illustration was commissioned for the route in 1998 and reproduced on thousands of posters and post-cards in 2001 and 2002.

� Forest Service campgrounds, trails and heritage sites along the route have been promoted on the Forest Service website, the annual newspaper for visitors and other FS publications/distribution systems.


Positioning the Ebbetts Pass Scenic Byway “Positioning” a destination consists of the actions and tactics undertaken to distinguish the destination from other possible choices. Positioning a destination requires an understanding of its relative strengths and weaknesses compared to other competitors. The best niche for Ebbetts Pass is that of a diversion from the crowd and the hustle of 21st century California. Travelers can find a “natural high” over this least-traveled, rustic trans-sierra pass. The scale is more intimate and far less crowded than other trans-sierra routes. The natural character of the scenic corridor dominates, whether travelers are out for a scenic drive or using the route to get to one of its’ destination areas.

In the higher elevations, the highway is a narrow ribbon of asphalt, twisting and turning gently on the landscape providing one of nature’s finest natural roller coaster rides. Views of lakes, nearby mountain peaks, rivers, meadows, historic structures usually come as a surprise. Wonderful vistas and colors appear quickly and with little warning, encouraging travelers to drive more slowly and stay alert to the opportunities around the next bend. In keeping with its intimate scale, the smaller the better as vehicles go; trailers and buses are much too cumbersome to navigate the summit.

Unique from its neighboring highways with their more expansive views and greater travel speeds, the Ebbetts Pass Scenic Byway provides a more intimate experience with the landscape and ambiance of the fabled Sierra Nevada. The Ebbetts Pass Scenic Byway can distinguish itself from other Scenic Byways by emphasizing one or more of the following:

� “–est” positioning. The Ebbetts Pass can be positioned by featuring its most superlative (e.g., biggest, oldest, highest, tallest) assets including, most rustic, least traveled, only route without a center yellow line, most pristine, tallest trees, and most accessible redwoods.

� Hospitality positioning. Any concerns about the route’s remoteness can be lessened if the hospitality and traveler service providers along the route work together to inform visitors about the attractions and services along the route. Most of the state scenic highways are named entities only. There is little “sense of place” and less cooperative marketing and information sharing among the hospitality and traveler service providers. Ebbetts with its varied communities and strong sense of cooperation could easily position itself with exceptional hospitality.

� Outdoor recreation positioning. When compared to other trans-sierra routes, the Ebbetts Pass has relatively more roadside access to outdoor recreation. Travelers can combine their scenic driving experiences with hiking, fishing, water sports and resort stays immediately adjacent to the route.

� Universal access. Compared to other trans-sierra routes, relatively more of the outdoor recreation opportunities along the corridor have been designed or re-designed to incorporate universal design (e.g., all access) concepts.

� Silver heritage. The Ebbetts Pass Scenic Byway is upland from the California Gold County region aligned with Highway 49, a north-south route that hugs the foothills, albeit at a much lower elevation. Increasing the visibility of the Ebbetts silver mining heritage will represent a new and unique experience for people interested in the mining heritage of the western U.S.

Future Marketing and Tourism Efforts In the summer and early fall of 2002, the Ebbetts Pass Scenic Byway Planning Group met to discuss the marketing and promotion elements of the Corridor Management Plan. Recognizing that the population of the west side is growing rapidly, workshop participants on the west-side were supportive of marketing and promotion efforts that distributed demand: 1) along the route, 2) throughout the week, and 3) across the shoulder seasons (year-round). On the eastern portion of the route, there was a general desire to increase the economic vitality of tourism. Rather than increasing demand for the route, most of the planning group recommended that efforts focus on: 1) enhancing the quality of the visitors' experiences, and 2) increasing the


value of visitors' expenditures to the local economy. These twin emphases are incorporated into a single marketing goal for the Ebbetts Pass Scenic Byway.

Marketing Goal for the Ebbetts Pass Scenic Byway.

The marketing goal for the Ebbetts Pass Scenic Byway is to distribute demand throughout the scenic corridor by increasing the destination appeal of the scenic route.

This goal, consistent with all the components of the Corridor Management Plan, is very consistent with the vision statement developed for the Ebbetts Pass Scenic Byway. The vision statement, reproduced from an earlier portion of the Corridor Management Plan, appears again because it should guide all market planning efforts for the route.

Vision Statement:

Ebbetts Pass National Scenic Byway is managed in a manner that protects its intrinsic qualities; and enhances visitors' appreciation of the scenic, natural, recreational, cultural, historical, and archaeological resources of the corridor. The highway serves as a vital link to many of the tourism attractions of the Central Sierra region. The uppermost segment of the highway retains its backcountry mountain character while the lower reaches of the highway are characterized by moderate rural development amidst the natural environment. The outstanding campgrounds, trails, parking areas, wayside stops, and information stations provide pleasant places for residents and visitors of all abilities to experience the natural beauty of the area. The communities of Arnold, Bear Valley, and Markleeville provide unique restaurant and lodging opportunities that highlight the intrinsic qualities of the scenic byway. These and other nearby communities benefit from the economic growth that tourism dollars have brought to the area. Visitors drive the Ebbetts Pass National Scenic Byway leisurely, get out of their cars to experience this timeless High Sierra landscape, and return often.

Five marketing objectives support the marketing goal for the Ebbetts Pass Scenic Byway and provide a framework for the marketing tactics and ideas.

Marketing Objective 1: Develop an identity for the Ebbetts Pass Scenic Byway. Several tactical elements to help achieve this marketing objective include:

� Completing the artwork for sites and attractions along the route,

� Developing the editorial information about the route,

� Developing and printing maps,

� Expanding and maintaining a website, and

� Nominating the route for national recognition. Marketing Objective 2: Enhance the visitors’ experiences along the Ebbetts Pass Scenic Byway corridor. Several tactical elements to help achieve this marketing objective include:

� Completing the interpretive plan to distribute demand and increase length of stay,

� Creating an organized experience for current users, (rather than marketing to new users),

� Implementing the interpretive plan, and

� Completing an inventory of intrinsic feature, attractions and services.


Marketing Objective 3: Manage growth/distribute demand along the Ebbetts Pass Scenic Byway corridor. Several tactical elements to help achieve this marketing objective include:

� Encouraging visitation during non-peak times,

� Distributing demand across the days of the weeks and weeks of the year (e.g., mid-week and seasonal),

� Promoting the route to targeted market segments, and

� Seeking common ground between the no-growth, balanced growth and high-growth factions aligned with the corridor.

Marketing Objective 4: Increase profitability of businesses along the EPSB. Several tactical elements to help achieve this marketing objective include:

� Increasing cash flow for businesses,

� Increasing seasonal visitation along the route, and

� Providing digital artwork for merchandising. Marketing Objective 5: Develop positive “threshold experiences” to build confidence and inspire a stewardship ethic in a new generation of outdoor recreation enthusiasts. Several tactical elements to help achieve this marketing objective include:

� Promoting safe and accessible opportunities to new users,

� Developing programs and services to increase new users’ confidence and skills, and

� Developing programs and services to develop a stewardship ethic in new users.


Section

5 Marketing Tools and Tactics Tactics, tools and techniques generated by participants at the marketing workshops are outlined in this section. Each tactic supports the overall marketing goal for the Ebbetts Pass Scenic Byway. Tactics are grouped by timeframe: Immediate (2003-2004), Intermediate (2005-2007) and Longer Range (2007-2010). More precise timelines, budgets and assessment plans for each tactic will be prepared prior to implementation as funding is identified.

Immediate (2003 - 2004)

� Coordinate with destination-marketing organizations (DMOs) to add an EPSB emphasis or initiative to their existing marketing plans.

� Complete artwork and make it available to partners.

� Create Ebbetts Pass Scenic Byway website for visitors and corridor planners.

� Compile media list from various sources (e.g., businesses, tourism marketing organizations) along the route.

� Recommend EPSB story ideas to destination marketing organizations (e.g., Calaveras Visitors Bureau, Alpine County Chamber of Commerce, Greater Arnold Business Association) for their respective media/press release programs.

� Create a USDA Forest Service ROG - recreation opportunity guide - about the route.

� Define an on-going plan to coordinate development and management of the EPSB.

� Use EPSB to promote weekday (year-round) and weekend (Nov – April in Arnold area; May – June in Bear Valley & Tamarack) rentals of vacation homes.

� Promote snow play opportunities at EPSB aligned Snow Park facilities and Spicer Reservoir.

� Create a “rack card” (4 x 9 information piece printed on cardstock) for distribution at selected special events and through destination marketing and realtor networks.

Immediate Range (2005 – 2007)

� Develop and implement interpretation plan for EPSB.

� Create a media/writer's kit on the EPSB that includes background notes, story ideas, photographs and camera-ready maps of the area and route.

� Develop media plan for EPSB.

� Prepare editorial and photographs on EPSB for inclusion in existing "series-based" scenic driving book.

� Connect with Columbia College to discuss EPSB related opportunities.

� Work with area realtors and accommodations operators (e.g., B&B, motels, inns) to include EPSB information in their publications or in-room guides.

� Promote EPSB website by linking to appropriate websites (e.g., Alpine Chamber of Commerce, Calaveras County Visitors Bureau, USDA Forest Service, USDI Bureau of Land Management,


California Department of Parks and Recreation, Recreation California (California Tourism), GABA, GORP, LL Bean and travel/lifestyle publications).

� Develop strategy to connect a central Sierra byway/scenic drive loop that includes the following routes: 4, 88, 89, 49, 395 and the Lake Tahoe loop.

� Connect the EPSB driving opportunity to accommodations in Angel's Camp, Murphys and Arnold.

� Increase the visibility of EBSP in area tourism marketing materials and publications.

� Determine feasibility of establishing a revolving fund to support development of EPSB merchandise.

� Create a brochure for route.

� Add portal signs and interpretative signage along the EPSB.

� Develop a walking tour for Markleeville that incorporates heritage and history that can be further explored along the EPSB.

� Invite private sector travel and lifestyle publishers to write feature stories about EPSB.

� Add route to private sector scenic drive books.

� Retain a publicist to promote route.

� Design and implement one or more media/tourism FAMs trip for the route.

� Contact west-side association camps (Wolfboro, Rattlesnake Canyon) to explore common interests.

� Explore feasibility of Scout/Venturers program aligned with the route.

� Conduct marketing research on the EPSB corridor (e.g., what makes people turn onto Highway 4 rather than other trans-sierra routes?).

� Pursue National Forest Scenic Byway designation for the route and add to national forest maps, ROGs and literature.

� Revisit or develop an EPSB-related "seniors" marketing strategy. (Calaveras county has twice ((~32%)) the state average of seniors with relatively few below the poverty line.) Senior travelers from surrounding counties may drive two to three hours for mid-week visitation.

� Connect with national forest access action plans to identify and secure funding for improvements along the EPSB corridor.

� Develop connections with senior trip planners/community recreation trips planners/private small group tours.

� Develop strategy for car clubs in the feeder counties suggesting EPSB as a rally/destination drive.

� Promote fall color drives

� Promote the EPSB through USDA Forest Service “Special Places” newsletter to travel professionals.

Long Range (2007 – 2010)

� Increase visibility of mountain biking and road biking opportunities and promote the opportunities to cyclists.

� Develop mountain-bike trail system where appropriate and desired.

� Create auto tour (CD/cassette) with interpretation messages.

� Create and distribute a rack card through Certified/CWC.

� Promote safe, fun and byway proximate outdoor recreation opportunities to new users of public lands


Marketing Timelines and Budgets Local interests and available resources will determine timing for the implementation of the various marketing tactics. Items identified for immediate implementation could be completed in 2004 or 2005. Some or all of the financial resources for these tactics have already been pledged or secured and the partnerships are in place for immediate implementation of the marketing tactics. Assessment plans for several immediate tactics must still be developed.

Short-range tactics will be pursued between 2005 and 2007 as time and resources permit. Since many of the short-range tactics will require substantial resources, financial and human, outside resources (e.g., grants and agency appropriations) will be necessary to implement many of the short-range tactics. The application process for grants and competitively awarded agency funds will include detailed budgets, timelines and assessment plans.

Long-range tactics will be pursued in 2007 and beyond. Some preparatory work may occur prior to 2007. It is beyond the scope of this marketing strategy to do more than identify promising long-range tactics. As immediate and short range tactics are accomplished, more long-range tactics will emerge.

Many of the marketing tactics can be implemented without large, additional investments of money. Many can be completed as $25,000 – $50,000 projects. Others will require significant infusions of time and funding. The proposed implementation plan for the Ebbetts Pass Scenic Byway can be found in Chapter 11 of this Corridor Management Plan.

Assessment/Updating Marketing Activities Prior to implementation, each component of the marketing plan will be assessed for its ability to further the marketing goal and vision for the Ebbetts Pass Scenic Byway. A formal plan for assessment, including a mechanism for evaluating ROI (return on investment) should be defined prior to the implementation of any marketing initiative or tactic.

Information for each marketing initiative or tactic will be developed prior to implementation. Questions to be answered include the following:

� Briefly describe the purpose or proposed outcome of this tactic or initiative.

� How does this tactic or initiative support the marketing goal for the EPSB?

� Which marketing objective(s) does this tactic or initiative support?

� What is the estimated budget for this tactic or initiative?

� What is the timeline for tactic or initiative?

� Who is the lead or responsible party for this tactic or initiative?

� How does this tactic or initiative fit with local, regional, state or agency tourism plans?

� What is the distribution plan for the products of this tactic/initiative?

� How will the effectiveness of this tactic/initiative be assessed?

� How will ROI (return on investment) be determined?

As planning goes forward on the Ebbetts Pass Scenic Byway other marketing ideas and tactics will emerge. Section 7 provides a way for people to suggest additional marketing idea for inclusion in the Marketing Plan or Corridor Management Plan (CMP). The CMP will be updated in five (5) years. Updates to the Marketing Plan will be timed to coincide with the CMP timeline.

Ebbetts Pass Scenic Byway Marketing Plan F-

Section

6 References & Resources

Calaveras Visitors Bureau (2003). Marketing Plan Executive Summary. Available from the Calaveras Visitors Bureau.

Calaveras Big Trees State Parks. (2002). Unpublished use figures. California Tourism (1999, September 27). California Rural Tourism Conference. California Tourism. (1999). California County Travel Report, 1999. Prepared by D.K. Shifflet &

Associates. California Tourism. (2000, December). 1999 California Heritage Tourism Report. Prepared by D.K.

Shifflet & Associates for California Tourism. California Tourism. (2001). California Fast Facts, 2001: Statewide & Regional Tourism Facts and

Figures. California Tourism. (2001). California Travel Impacts by County, 1992-1999. California Tourism. (2003, February). California Travel Impacts by County. 1992-2001. Dean Runyan

Associates. Available on-line from http://www.deanrunyan.com/pdf/ca02.pdf Celebrated Calaveras County, The (visitors guide). Available from the Calaveras County Visitors

Bureau. Census Bureau. (2000). Census 2000 California Profile. Davidson, Sharon. (2000, September 30). Marketing The National Program. Vistas: News from the

National Scenic Byways Program. Vol. 2, No. 9. Federal Highways Administration. (2000, June). Research Corner. Vistas: News from the National

Scenic Byways Program. Vol. 2, No. 6. page 4-5. Federal Highways Administration. (2000, August). Vistas: News from the National Scenic Byways

Program. Greater Arnold Business Association (GABA). Greater Arnold Area Guide. Greater Arnold Business Association (GABA). 2002 GABA Marketing Plan. James, Dick. Ebbetts Pass Wonderland. Sierra Business Council. (1996.) Sierra Nevada Wealth Index: Understanding and Tracking Our

Region’s Wealth. USDA Forest Service (2001, August). National Visitor Use Monitoring Results. Humboldt-Toyiabe

National Forests. USDA Forest Service.


USDA Forest Service. (2002, September). National Forest Visitor Use Monitoring: National and Regional Project Results. USDA Forest Service.

USDA Forest Service (2003, March). Wilderness Use Monitoring Project. Region 5. Research Corner: Economic Impact Studies in New Mexico. Vistas: News from the National Scenic

Byways Program. (2000, August). Vol. 2, No. 8. page 4-5.


Section

7 Ebbetts Pass Scenic Byway Marketing Initiative/Idea Briefly describe the purpose or proposed outcome of this tactic or initiative.

How does this tactic or initiative support the marketing goal for the EPSB?

Which marketing objective(s) does this tactic or initiative support?

What is the estimated budget for this tactic or initiative?

What is the timeline for tactic or initiative?

Who is the lead or responsible party for this tactic or initiative?

How does this tactic or initiative fit with local, regional, state or agency tourism plans?

What is the distribution plan for the products of this tactic/initiative?

How will the effectiveness of this tactic/initiative be assessed?

How will ROI (return on investment) be determined?

Other Information

ebbetts pass scenic byway - calacog.org · ebbetts pass scenic byway marketing plan f-2 traverse...

Documents