Cultural TourismArizona Commission on the Arts

Garrison Keillor

"We need to think about cultural tourism because really there is no other kind of tourism. It's what tourism is...People don't come to America for our airports, people don't come to America for our hotels, or the recreation facilities....They come for our culture: high culture, low culture, middle culture, right, left, real or imagined -- they come here to see America."

A definition….

Travel to authentic historic and cultural places, attractions, and events to encounter people, traditions, history and art.

Cultural Tourism helps achieve your goals

• Communities with strong cultural, heritage, and arts organizations compete better

• Businesses value the arts in their communities

“I want a road that has…”

• Natural scenery, lakes/rivers

• Forests, recreation, historic sites, small towns

• Desert landscape• Arts Festivals

“Every community has a story to tell!”

How do you talk about Flagstaff?

How do you build the capacity to tell the story you want to tell

Tell me about your partners at the hotels and restaurants

Themes

• Grand Canyon• The Wild West• Main street• Arts of a National

Stature• Native & Ethnic

Peoples and Places

Grand Canyon

• Bird watchers• History• Recreation• American Indian

culture

The Wild West

• Desert Caballeros Western Museum – Wickenburg

• Smoki Museum, Phippen Museum – Prescott

• San Xavier del Bac Mission

• Tombstone

Main street

• People of Arizona• Route 66• Festivals• Architecture• Local businesses

– Bakery– Saddle makers– Hat makers

Arts of a National Stature

• Heard Art Museum• Scottsdale Galleries• Museum of Northern

Arizona• Ballet, Theater,

Museums• First Fridays• Art towns

– Flagstaff, Bisbee, Tubac, Sedona, Jerome

Native and Ethnic Peoples and Places

• Easter Celebrations• Historic sites• Cinco de Mayo• Dia de los Muertos• Community Festivals• Flagstaff - Navajo,

Hopi Festivals

Benefits of Cultural Heritage Tourism

• Authentic experiences • Builds local

identity/pride• Promotes existing

products and attractions

• Magnet for “Visit Friends & Relatives” tourist group

Travel Planning

• 40% said they used an Internet web site for travel planning making the

•  26% of travelers said they used a motor club magazine

• 25% said they read the newspaper travel section.

• 20% television travel shows

• 17% travel guidebooks • 17% general interest

magazines• Consumer Travel

magazines, such as National Geographic Traveler or Travel & Leisure, AAA considered the most reliable

– Travel industry of America

So what can we?

Do to help?

Arts and Cultural Organizations

• Host or produce events and activities that link the arts to tourism and the economy.

• Create collateral pieces for your organization and events and make sure local resorts, hotels, chambers of commerce, etc. get your brochures, flyers, rack cards, etc.

• Make sure your website is up to date with event information and link your page to the tourism sector.

• Offer special free days for the tourism sector. Invite hotel and resort visitor services staff, taxi drivers, bus companies, tour operators, etc. to your venue and events; this will give them a first-hand experience of your product.

• Connect with information centers at your airport, shopping centers, rest areas, etc.

• Join your Chamber of Commerce, Main Street Association, or Convention and Visitors Bureau.

Hotels and Resorts

• Have flyers, rack cards, and other collateral materials available about arts events and festivals near your property.

• Have a list of local galleries, studios, and museums, plus their hours and contact information.

• Engage artists to exhibit, perform or demonstrate in your lobby.

• Train your front desk or concierge so that they know about the arts and cultural activities near your property.

Destination Marketing Organizations, Chambers of Commerce, Main Street, and Convention and

Visitor Bureaus

• Get to know your local arts and cultural industry: artists, arts organizations, galleries, theatres, museums, etc.

• Familiarize your staff and board with the economic impact of the arts and culture sector.

• Use images of the arts and cultural offerings from your community in your visitor guides, brochures, and website.

• Promote the arts through tourism packages: dinner theatre, gallery walks, happy hours, etc.

• Encourage your members to collaborate and partner with local arts and cultural organizations: hold meetings and events at museums, galleries, theatres, etc.

Local Businesses• Get to know your local arts and cultural industry: artists,arts organizations, galleries, theatres, museums, etc.,and find ways to collaborate.• Sponsor live readings and storytelling events: great forbookstores, coffee houses, and intimate locations.• Adopt an artist for the week, provide space for them todemonstrate or exhibit work in your business or storefront.• Be a season sponsor for your local theatre, museum,chorus, or symphony.

Thank You

Robert Booker

Arizona Commission on the Arts

www.azarts.gov