Marketing to target audience is key to successful tourism along Scenic Byway

by Susan Cantine-Maxson

Tuesday, August 18, Main Street Lansing hosted a meeting featuring the Northeast Iowa Resource Conservation & Development, Inc. (RC&D) Executive Director Lora Friest and Scenic Byways Project Coordinator Jared Nielsen. Friest and Nielsen met with approximately 20 people from Harpers Ferry, Lansing and Waukon businesses and tourism development offices to discuss enhancing tourism and economic growth utilizing the resources of the Scenic Byways.
The RC&D is a nonprofit that serves the seven-county area of northeast Iowa to develop ideas, build partnerships and find funding for projects which will enhance community life. During their Powerpoint presentation, Friest  and Nielsen elicited comments and ideas from the audience on recommendations of how the Scenic Byways could be enhanced as a potential tourist attraction.

ECONOMIC IMPACT OF TOURISM
Citing a variety of sources, including the Iowa Welcome Center Survey 2012 and the Travel Iowa Marketing Summary for 2014, Friest explained the economic impact of scenic tourism in Iowa.  Tourism adds $7.6 billion annually to the Iowa economy which, in turn, generates over 64,000 jobs and $841.3 million in taxes. In Allamakee County in 2013, tourism’s economic impact generated $39 million in expenditures, $3.63 million in payroll resulting in almost $2 million in local and state taxes and over 200 jobs.
The information presented at the meeting cited that 26 percent of visitors to Iowa Welcome Centers are looking for information about Iowa’s Scenic Byways, and the average stay of a traveler is four days. During that time, tourists spend money on gas, food, lodging, retail purchases and entertainment.

SCENIC BYWAYS
There are two national Scenic Byways within the United States, with the Great River Road along the Mississippi River being the one that travels through Allamakee County and nine state Scenic Byways. Two of the nine Iowa Scenic Byways are located in northeast Iowa and include The Driftless Area Scenic Byway and the River Bluffs Scenic Byway. In addition, RC & D also promotes the Delaware Crossing Scenic Byway and the Grant Wood Scenic Byway. Byways are marked with special signage.

TARGETED AUDIENCES
Friest explained that different types of tourists are looking for different experiences, and to market to those tourists it is vital to understand the demographics. Each tourist subgroup has specific statistics which yield pertinent information about how to target that particular group to attract them to businesses and tourism sites. After each set of statistics was presented, the meeting audience brainstormed ideas about additional ways to enhance the tourism experience in the local area. Some of that statistical information includes the following:
The target audience for Scenic Byway tourists includes those who are seeking Scenic Byway tourism (58% of travelers), culinary tourism (71% of travelers seeking food, drink, agriculture), cultural and heritage tourism (78% of travelers seek history and heritage), adventure tourism (parks and outdoor activities) and recreational motorcyclists. Friest presented separate statistics for each subgroup of tourism as to the average age, trip purpose, length of stay and several other facts to show the audience how each target audience could be reached most effectively.
For example, 94% of Scenic Byway tourists, with an average age of 58, use the Internet to decide on a destination. An average of 56% of those tourists stay in a hotel or motel, and 59% of those tourists come for vacation or leisure. If there is a Scenic Byway in the area, they will extend their initial stay from one to three days. In addition to Scenic Byways, they are interested in seeing historical areas, general sightseeing, outdoor recreation, museums and state and national parks. The northeast area of Iowa has all of these to offer and utilizing these resources can be an economic boon to the area, said Friest.
The Adventure Tourist, with an average age of 35, tends to stay longer in an area, with a seven- to eight-day trip length. They seek outdoor activities and challenges such as boating, fishing, hunting, birdwatching, and pushing their limits with physically exerting activities such as biking, canoeing, backpacking, caving and hiking. Northeast Iowa also abounds with opportunities for the Adventure Tourist. The RC&D recently created a detailed trout fishing guide and map of the area as well as a canoe/kayak guide. These are also available at area tourism centers, as well as the RC&D office.
The final group of targeted tourists are recreational motorcyclists. Nationally, over nine percent of adults own a motorcycle and ride recreationally. This is an estimated $85 billion market. The demographics of this group include an average age of 50-plus years. They tend to travel in groups and enjoy traveling to the destination as much as the final destination itself. The presentation reported that the most important characteristic of a good ride is the scenery. Cyclists appreciate roads which are challenging yet not congested, and the Scenic Byways fit this model ideally, according to the presentation.
Although many groups come to a destination for a specific reason, such as adventure tourism, once the tourists are at the destination, they branch out and look for other things to do. Family members who travel together may also seek alternative activities, including shopping.  Tourism offices and local businesses should strive to let tourists know that northeast Iowa offers these opportunities. Providing a welcoming and inviting atmosphere is important to a successful experience for the traveler.

PROMOTIONAL PROJECTS
Friest enumerated ways that current practices reach out to that target audience with projects such as interpretive centers, overlooks, kiosks, informational tear sheets, publications such as maps and rack cards, social media, special events and statewide publicity.
One recent outreach promotional example for the Culinary Tourist was the Culinary Passport currently being promoted which encourages tourists and area residents to “Eat Your Way along the Byway”. Numerous businesses in the area are listed with specialty dishes such as “Best Cheese Curds”, “Best Pizza”, “Best Fish Fry” and other local sought after foods.
Included  is information about 16 food and drink establishments ranging from restaurants to wineries, bakeries and meat markets. Passports are available at participating restaurants, chambers of commerce along the River Bluffs Scenic Byway, or at Northeast Iowa Resource Conservation & Development in Postville.
The Cultural and Heritage Tourism group’s outreach is to partner with the National Endowment for the Arts to fund the creation of art along the Scenic Byways. Interested artists and communities should contact the RC&D for more details.

PARTNERS
The  Iowa RC&D has partnered with the public entities of Iowa Department of Transportation, the Iowa Tourism Office, the Iowa Department of Cultural Affairs, the National Endowment for the Arts, and the Iowa Department of Natural Resources (DNR) Forestry and Fisheries division to create drivable marked Scenic Byways throughout the state. Private groups form the Byways of Iowa Foundation and include the Petroleum Marketers of Iowa, the Iowa Natural Heritage Foundation, Keep Iowa Beautiful, Casey's, AAA Auto Club, Pioneer Communications and the Northeast Iowa RC&D, Northeast Iowa Tourism Association, Silos and Smokestacks National Heritage area.
Local partners in promoting the Scenic Byways include hundreds of private businesses, chambers of commerce, local foundations, county conservation boards, Main Street programs and county departments of engineering, roads, planning and zoning and economic development and tourism.
The Northeast Iowa RC&D Scenic Byways is only one part of the organization’s outreach. For additional information, visit  their website at http://northeastiowarcd.org/ or contact them by phone at 563-864-7112.