Meeting in the Middle in Bristol Bay

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• Meeting in the Middle in Bristol Bay

Developing Rural Tourism from the Ground Up the
Top Down
Leading Change 2008 Indigenous Planning
Conference Incubating Small Businesses in
Rural Alaskathe Bristol Bay Model Anchorage,
Alaska October 1, 2008
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• Where is the Middle?

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• Where is the Middle?

The Top Down Entities working on statewide and
region-wide efforts
The Ground Up Entrepreneurs, small businesses
and local communities
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• Where is the Middle?

The Middle is the effective interface among
these efforts that brings an increase in tourism
development on all levels.
These efforts should and are happening
simultaneously in Bristol Bay and around the
state. But more is always needed.
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• Our Presentation

• will cover
• AgnewBecks recent efforts from both the Top
  Down and Ground Up to promote rural tourism
  development in Bristol Bay
• Partnership with Bristol Bay Native Corporation
• Future projects

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• Our Presentation

• will not cover all the statewide and regional
  efforts throughout the state that have been
  happening
• But, briefly
• DCCED
• Denali Commission
• EDA
• SWAMC
• the BBs BBNC, BBNA
• LPB, BBB, Dillingham Chamber

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• Our Presentation

1. Framework the Bristol Bay Region 2. Elements
that promote tourism development 3. Specific
efforts
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Part I Framework, The Bristol Bay Region

• Bristol Bay is known for

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• Fish Fishing

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• Culture, Arts Crafts

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• Wildlife, Wilderness, Adventure

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• What Visitors Say About Western AK

• Why visit Western Alaska?
• Fishing 59
• Wildlife 22
• Visiting Friends/Family 21

• What did you most enjoy?
• Fishing 57
• Outdoors/scenic beauty 38
• Bear viewing/wildlife 26
• Remote location 25
• A Profile of Visitors to Rural Alaska and the
  Western Alaska Region, McDowell Group, 2006

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• What Residents Say About Tourism

Bristol Bay Tourism How Much In The Future,
Compared To Today? (table shows percentage of 80
participants who responded in each category from
1996 and 2001 surveys distributed at BBNCs
annual Village Leadership Meeting)
A lot less
Same as today
A bit more
A lot more
A little less
NOTE AB will conduct survey again in December
2008.
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14
30
16
23
Guided sport fishing?
42
16
21
13
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Unguided sport fishing?
47
18
26
9
0
Sport hunting?
2
0
23
"Ecotourism" (e.g. hiking wildlife viewing) ?
23
52
0
0
4
29
68
Culture-Based Tourism (e.g., museums, tours)
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What Residents Say About Tourism

• AgnewBeck has worked with communities
  throughout Bristol Bay on different planning
  efforts

• Comprehensive Plans
• Environmental Tourism Plans
• Regional Tourism Strategies Branding Efforts

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AB Planning in Bristol Bay
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What Residents Say About Tourism

• Consistent themes
• Expand and diversify local and regional economies
• Protect cultural resources and traditional ways
  of life
• Growth should benefit local businesses
• Long-term economic prosperity depends on
  protecting natural resources and subsistence

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Bristol BayAn area with many opportunities

• Despite Great Potential

• Bristol Bay tourism remains focused on sport
  hunting and sport fishing (OK, but not enough)
• Tourism brings limited local benefits business
  owners predominantly from outside region
• Lack of focus to branding and marketing efforts
• Need for focused capacity building build on
  local talent marry to visitor
  needs/expectations

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Part II Tourism Development Elements

• One way to think about tourism development
  elements

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1. Product Development

• Product Development Trip in 2004
• Tested viability of a multi-day eco-tourism
  trip to Bristol Bay with established tour
  operator
• Developed itineraries
• Currently adding to them

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Product Development Trip
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Product Development Trip
Lessons -Entrepreneurship is happening in
Bristol Bay -Entrepreneurship faces many
challenges in Bristol Bay. -Visitation to Bristol
Bay could increase. -Visitation to Bristol Bay
can be compatible with local lifestyles. -Tourism
infrastructure services needs
support. -Traveling in Bristol Bay is
costly. -Traveling in Bristol Bay is unique, and
benefits from a guide. - Bristol Bay is most
competitive as a package of experiences.
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Product Development

• Working with local vendors to develop specific
  itineraries
• Wood-Tikchiks Lakes Paddle
• Nuyakuk-Nushagak Float
• Togiak Bay Tour
• Lakes Region
• Peninsula Backpack
• Are you interested?
• Can you recommend anyone?

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2. Small Business Development

• Pilot program for low-cost websites
• Expansion into a "virtual business incubator" a
  resource site for tourism-based businesses
• "Visit Bristol Bay" www.visitbristolbay.org

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• Visit Bristol Bay! Website Pilot Project

• a virtual business incubator resource site
• Marketing ideas
• Small business services
• Entities that assist
• Currently exists, but continues to develop

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Visit Bristol Bay! Portal Site

• A website pilot project for the Bristol Bay
  region

GOALS benefit village-based businesses, identify
regional brand
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Individual Business Pages
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Why use the Internet?

• Use of Internet
• 75 of Alaska rural visitors plan trips via the
  Internet (up from 68 in 2003)
• 50 book some portion of their trip via the
  Internet (up from 34 in 2003)
• A Profile of Visitors to Rural Alaska and the
  Western Alaska Region, McDowell Group, 2005

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3. Human Resource Leadership

• Youth Fly Fishing Guide Academy, Fall 2008
• Possible other programs (DART Mentor, AKHost) and
  employment opportunities, including an
  eco-tourism academy
• In-region training for new businesses that
  connects website development, marketing,
  utilization

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3. Human Resource Leadership

• In conjunction with existing training facilities
  UAF Bristol Bay Campus, Marine Advisory
  Service, SAVEC
• More regional support needed

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• Ekwok Fly Fishing Guide Academy
• August 2008

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Vision for a Fly Fishing Guide Academy

• Many lodges in the region, many regional jobs
• Not many of these jobs are held by locals
• Vision was to connect youth to guiding practices
  potential employers

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Vision for a Fly Fishing Guide Academy

• Alaska Natives know how to fish! But
• Fly fishing not traditional method of fishing
• Wanted to introduce technique to youth in the
  region

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Vision for a Fly Fishing Guide Academy

• Overall, tourism in the region has and continues
  to become larger segment of BB economy
• Need to have people to fill those jobs
• Wanted to give practical, realistic view that
  highlights important role tourism plays in local
  economy, give options to be a guide or own
  business

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Overall Vision

• To create an annual academy that teaches not
  only the practices and principles of fly fishing,
  but also gives a broader view of the guiding
  life, hospitality training, Yupik culture and
  traditional stories and knowledge.

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History of the Idea

• Bristol Bay model Pedro Bay in 2007
• This would be first one to be hosted on Nushagak
  only one in region for the year

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Who Was Involved? Organizers

• Formed a committee
• Got a lot of support from BBNC, Trout Unlimited
  and Nushagak-Mulchatna Land Trust
• Organizers included Tim Troll, AB, Evan
  Franulovich, Mike Kroenke

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Who Was Involved? Guides Academy Staff

• Staff was great
• Covered a variety of topics
• Shared broad knowledge base
• Local regional representation

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Who Was Involved? Instructors!
Luki Akelkok guide/business owner Yupik elder,
leader, (Ekwok)
Nanci Morris Lyon guide/business owner Katmai
Fishing Adventures (King Salmon)
Tim Troll organizer, executive director
Nushagak Mulchatna / Wood Tikchick Land
Trust (Anchorage/DLG)
Chris Casey guide/fly fishing supply business
owner (Juneau)
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Who Was Involved? Instructors!
Doug Wachob Project manager, The Nature
Conservancy (Anchorage)
Dan Dunaway Fish Game Retired (Dillingham)
Mark Lisac US Fish Wildlife Service Biologist (D
illingham)
Dave Milligan Bristol Bay Health Corporation CPR
certifier (Dillingham)
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Who Was Involved? Instructors!
Ward Jones Bristol Bay Health Corporation Injury
Prevention Specialist, Safety instructor (Dillingh
am)
Randy Hastings Boat operator, guide, LP
Enterprises (New Stuyahok)
Kelly DuFort AgnewBeck Communications design
assoc. Organizer/Photog. (Anchorage)
Shelly Wade AgnewBeck Senior planner Organizer (
Anchorage)
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Who Was Involved? Participants!

• 12 participants, ages 15-22
• Good representation of Bristol Bay communities
• 1 BBNC shareholder from Anchorage
• 1 participant from Gakona

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Who Was Involved? Participants!

• Reuben Hastings (22) New Stuyahok Maggie (17)
  Charlene (15) Carr, Portage Creek
• Annie Williams (17), Ekwok Chad Shade (18)
  Anchorage Shawnee Frank (18), Gakona

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Who Was Involved? Participants!
Tiarna Bartman (14) Manokotak Harry Alakayak
(20) Manok. John Etuckmelria (18)
Manok. Nichole Chuckwuk (16), Aleknagik
Robin Chythlook (17) DLG Aeshia Upton (16),
Togiak
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What Happened at the Academy

• Old Village site of Akuluriqaaleq on Nushagak
  River
• August 3-7, 2008
• 2 travel days
• 3 days of learning and applying fly fishing and
  guiding concepts/ techniques

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What Happened at the Academy Day 1/2

• Evening before natural environment (Marc Lisac)
• Intro to lake and river fishing, equipment and
  fly selection (Nanci Chris)
• Fly and knot tying stations (Nanci Chris)
• Boat, water, bear safety (Ward)
• Value added guiding (Doug)
• First Aid/CPR (Dave)

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What Happened at the Academy Day 3

• First Aid/CPR (Dave)
• Casting and fishing trips (Nanci, Chris, Dan)
• Cultural and historical background of Bristol Bay
  (Tim Luki)
• Lessons from an experienced Alaska Native elder,
  commercial fisherman, business owner (Luki)

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What Happened at the Academy Day 4/5

• Casting and fishing
• Shore lunch preparation (Randy)
• Visit from River Patrol
• Basics of client care, guide etiquette, daily
  routines, AKHost (Nanci Shelly)
• Basics of guide qualification, sport fishing
  regulations for Bristol Bay Area (Nanci, Chris,
  Dan, Randy)

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Costs

• Camp was hosted by Land Trust, fronted money for
  costs
• Requests for funding were made to a variety of
  groups
• Money was spent on air fare, lodging, food,
  equipment, staff, organizing and admin
• Total cost 22,589
• Surplus of 381

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Final Assessment Success!

• We Met and/or Exceeded Our Goals
• Participation goal of 8 participants had 12
• Fundraising raised almost 23,000 had many
  in-kind donations (fly tying kits, jack knife,
  keychain flashlights, boots, waders)
• Course credit all students will receive course
  credit through UAF (1 credit)
• Certifications all participants received First
  Aid/CPR certification
• Take-home equipment all participants walked away
  with new fly rod and reel, flies

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Final Assessment Success!

• We Met and/or Exceeded Our Goals
• Interested youth students were engaged
• Publicity
• Positive media attention including Fish Alaska!
  Magazine, Anchorage Daily News, Juneau Empire
• Guides, instructors, planners receiving calls
  from fly fishing businesses, guides that want to
  help!
• Present wide breadth of knowledge local,
  regional, statewide, national representation
• Continued interest from youth some students
  have expressed interest in returning next year to
  act as instructor to new cohort

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Looking to the Future Next Steps

• Yes on doing academy next year 2 academies?
  June/Aug
• Longer academy 7 days
• Provide scholarships
• Develop funding strategy
• Broader curriculum different guiding jobs

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Looking to the Future Next Steps

• Held internal debrief with organizers
• Submitted DART proposal on September 2nd
• Presentation to BBNC
• Larger debrief with instructors to map out what
  worked, didnt work, and ideas for next year
• Develop funding strategy 3-year plan looking to
  BBNC for further generosity

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3. Human Resource Leadership

• Youth Fly Fishing Guide Academy, Fall 2008
• Possible other programs (DART Mentor, AKHost) and
  employment opportunities, including an
  eco-tourism academy
• In-region training for new businesses that
  connects website development, marketing,
  utilization

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4. Infrastructure Community Development

• Working to develop visitors centers in hub
  communities
• Harvey Samuelsen Cultural Center in Dillingham
• Community planning efforts (previously mentioned)

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5. Marketing Branding

• Proposal Increase visitation through better
  cooperative marketing and branding
• One specific strategy Create a Bristol Bay
  Salmon Reserve

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Model Monteverde Cloud Forest Preserve

• A group of land owners established a private
  nature reserve, in Costa Rica

• Reserve created a brand and destination where
  none previously existed
• Result was locally controlled, much expanded
  visitation and new lodges, tours, research
  facilities, crafts, specialty foods

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Proposal Nushagak/Togiak Salmon Reserve

• Designate one or more portions of Bristol Bay as
  a private nature reserve

• Environmental stewardship keep it clean and
  green
• Commercial Fish help add value to Bristol Bay
  commercial salmon industry (like Copper River
  Reds)
• Tourism invite people to visit this distinctive,
  interesting, well managed part of the planet

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• Making it Happen
• Set out branding framework boundaries,
  resources, activities
• Secure commitments from partners
• Provide support of partner businesses upgrade
  services facilities
• Develop website marketing materials
  relationships with tour guide companies
• Carry out marketing program

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Conclusions its a big place

• Ground Up efforts include online support for
  local businesses, hands-on training for
  entrepreneurs and youth, community planning
• Top Down efforts include regional branding,
  financial support from regional entities,
  infrastructure development

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Meeting in the Middle

• Works on multiple fronts (human resource,
  natural resource, etc.)
• Recognizes that regional marketing raises all
  boats your competitors are also your partners
• Ties together the Top Down and Ground Up
  people through local direction of regional
  efforts / regional and statewide responsiveness
  in allocating resources where locals need them
  most
• Works on hands-on, tangible projects and
  coordinates longer-term, wider-spread efforts,
  simultaneously
• Working to measure success of this approach

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Contact Us

• General comments or suggestions
• Want your own low-cost website?
• Services to offer
• Trip ideas

Shelly Wade shelly_at_agnewbeck.com Heather Stewart
heather_at_agnewbeck.com Chris Beck
chris_at_agnewbeck.com 907.222.5424 www.agnewbeck.c
om