engaging businesses as marine protected area...

ENGAGINGBUSINESSESASMARINEPROTECTEDAREAAMBASSADORSCalifornia’sdiversecoastaltourism,recreationandhospitalitybusinessescanbegreatambassadorsforthestate’smarineprotectedareas(MPAs).Manyofthesecompaniesrelyoncleanbeachesandthrivingwildlife,sotheyarenaturaloutreachpartners,andtheircustomersarelikelytobereceptivetonewinformationwhileenjoyingtheresourcesMPAsaredesignedtoprotect.

Basedonexperienceworkingwithtouroperators,fishingbusinesses,outdoorgearshops,hotels,diveandkayakshops,restaurants,airports,andvisitorsbureaus,wehaveidentifiedfourkeyopportunitiestoincreaseMPApartnershipswithbusiness:Ø Printandvideomaterials:CollaborativeNetworkmembershavecreatedpostersandlocal

brochuresfordistributiontoWestMarine,baitandtackleshops,diveshopsandsportinggoodsstoresthroughoutthestate.TheSanLuisObispoCollaborativecreatedavideohighlightinglocalMPAsthatisshownonVisitorTVinhotelsthroughoutthecountyandatthelocalairport.TheGoldenGateCollaborativeengagedfishingandwhalewatchingboatcaptainstocreatewaterproofbrochures,whichtheyarenowhelpingdistributetocustomersandboaters.

Ø Digitalcontent:TheCaliforniaMarineSanctuaryFoundationhasworkedwithchambersofcommerce,oceanrecreationbusinesses,andtourismwebsitestohostspeciallycreatedMPAwebpagesaswellasaGoogleMPATourthathighlightsrecreationalopportunitiesandlocalbusinessesalongthecoast.MPAcontentisfeaturedonVisitCalifornia,theofficialstatetravelandtourismwebsite.SantaBarbaraChannelkeeperhasdevelopedtheNaplesDivePortal,whichprovidesinformationabouttheMPAaswellasaninteractivedivemapandlinkstolocaldivecompanywebsites.

Ø Trainings:KayakinstructorsandguidesaretrainedaboutMPAsinSanDiegoandElkhornSlough,andfishingandwhalewatchingoperatorsreceivesimilartrainingintheBayArea.InSantaBarbara,diversandfishermenaretakenouttoMPAsandeducatedon-site.

Ø Co-marketing:KayakshopsinSanDiegoproudlydisplayMPAAmbassadorlogos.InHumboldtCounty,alocalbreweryandchocolatecompanymadeattractivelabelswithMPAinformationfortheirproducts.MPAt-shirtsandhoodieshavealsobeendevelopedontheNorthCoast.

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KEYINSIGHTSANDIDEAS

Ø IdentifybusinesseswithMPAaffinityManybusinessesarealreadyinvolvedinactivitiesinandaroundMPAssuchaskayakexcursions,SCUBAandsnorkeltrips,fishingcharters,andwhalewatching.ThesebusinessesarethemostreceptivetoincorporatingMPAmessagingandinformation,sincelearningaboutMPAscanenhancetheexperienceoftheircustomers.

Ø MakeabusinesscaseBusinessownersarebusy.SomemayneedtobeconvincedaboutthebenefitsofparticipatinginMPAtrainingandoutreach.CollaborativeNetworkmembershaveusedincentivessuchaslistingbusinessesonbrochuresandwebsites,creatingvideosfordisplayonexistingcloseloopedsystems,co-promotingMPAtours,co-hostingeventsthatmaydrawinnewcustomers,andprovidingwindowstickersforbusinessestodisplay.

Ø PlanaheadanddoyourhomeworkManyoceanbusinessesareseasonalanddependongoodweather,calmseasandthebusymonthsofsummer.Startearlyandengagetouroperatorswellbeforetheirpeakseason,whenthey’llhavemoretime.Plantorepeattrainingsperiodically,andbesuretocustomizecontentfortheircustomerbase,location,andaccordingtostaffneeds.Askbusinesseswhattheyneedtoengageaspartners.TheMontereyCollaborativeworkedwithCaliforniaStateUniversityMontereyBaystudentstosurveydiveshopownersandcustomersofalocalfishmarkettobetterinformoutreachefforts.

Ø TailortofitAttractiveposters,giveawayslikestickers,brochures,videos,andtrainingsworkbest.Inns,bedandbreakfasts,andhotelsmaybewillingshareinformationandmaterialsaboutvisitinglocalMPAswiththeirguests.MaterialsforSCUBAshopsshouldemphasizehowMPAsaroundtheworldofferthebestopportunitiesfordiving.FishingrelatedbusinessesmaybewillingtodistributebrochuresortheFishAlerts!mobileapptohelpcustomersaccessinformationtheycanuseaboutMPArulesandregulations.

Ø LeanonexistingrelationshipsOrganizationsthatarealreadyworkingonbusinessoutreachinyourareaandhaveestablishedarelationshipwithacompanyyouwanttoengagearelikelythebestpointofcontacttofacilitateanintroductionorstartaconversation.TheSanLuisObispoCollaborativehiredVisitorTVtoproduceanMPAvideo,andusedthecompany’sexistingrelationshipstodistributeitacrossthecounty.

FormoreinformationaboutCollaborativeNetworkbusinessoutreachprograms,pleasecontactCallaAllisonatcalla.allison@resources.ca.gov

COLLABORATIVEMEMBERSPARTICIPATINGINBUSINESSOUTREACHPROGRAMS WILDCOAST SantaBarbaraChannelkeeper SharkStewards

StateParks ChannelIslandsNMS AquariumoftheBayVisitorTV MontereyBayNMS CSUMontereyBay CityofLagunaBeach DanaWharfSportfishing CambriaFishingClubCMSFoundation CaptainDavidBacon EnvironmentalDefenseCenter CityofNewportBeach LegolandSeaLifeAquarium GreaterFarallonesNMSOCCoastkeeper CrystalCoveAlliance HealtheBay LagunaOceanFoundation NorthcoastEnvironmentalCenter SanDiegoFreeDivers