new mexico’s cultural corridor

©2011 Global Center for Cultural Entrepreneurship

New Mexico’s Cultural Corridor (A Barebones Draft)

A Strategy for a Regional Tourism Marketing Building Initiative

Global Center for Cultural Entrepreneurship www.culturalentrepreneur.org

Tom Aageson-Executive Director

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Taos

Santa Fe

Albuquerque

Los Lunas

Cultural Corridor Cultural Tourism Creative Tourism

R&D Corridor UNM, UNMH, LANL, SNL, AFRL, KAFB, DOE, UNM S&T SS&TP, NM Tech

Employment Corridor

Regionalism

3rd largest art market in U.S. Behind NYC and San Francisco

174 “art” businesses $235,000,000 Annual sales – 2007 data


Sponsors/Partners

•  City of Albuquerque •  Bernalillo County •  Mid Region COG •  City of Santa Fe •  Dekker/Perich/Sabatini •  Vaughan Wedeen Kuhn •  Regional Development Corporation


Our Case

Why do we need to pool our marketing resources?

•  Regional tourism is the direction our competition is

taking

•  The Great Recession has stagnated our marketing $$

$

•  Airport arrivals declining and occupancy rates flat

•  Our market share is falling


Corridor Competition is Growing *Reno/Tahoe • NC Arts Trails • Mystic Coast And Country •  KY Bourbon Trails • Napa, Sonoma, San Luis Obispo • New Brunswick • Detroit Cultural Corridor

• Las Vegas Cultural Corridor, CulturalCorridor.org (IA), Regional Tourism Network Cincinnati, National Geographic Four Corners (NM), NationalHarbour.com


More Cultural Corridors •  Trans-Balkan Cultural Corridor “Trans-Balkan Cultural Road

between Greece, Bulgaria and Romania connects unique cultural and natural values. The aim of the project is to attain a sustainable development of the regions along the Road through revealing, preserving, sustainable usage and popularization of its values for the development of the integral cultural tourism.”

•  Saudi Arabia “Sugary dates, Persian calligraphy, colorful contemporary art, henna designs and holy Zamzam water from Mecca are some of the exotic flavors from Saudi Arabia in the culture corridor of the capital this week. A week-long Saudi Arabia cultural showcase ...”

•  Rio de Janiero “The revitalization and preservation in Rio de Janeiro, Brazil, in the context of the Cultural Corridor Project was conceived in the early 1980s and it represents a landmark in the planning and development of Brazilian cities. CCP integrates development control, special design guidelines, streetscape embellishment, tax exemptions and incentives, community education and participation, cultural programs and public events…”


Our Case

Pooling our marketing resources will…

–  Rebuild our market share

–  Leverage our resources to be more powerful in the

market

–  Offer the market a fresh, exciting reason to visit


Adventures Steeped in Culture


Mission (Dra,)

We collaborate in a steadfast manner

crea7ng effec7ve marke7ng to build our

visitor market to New Mexico’s

Cultural Corridor.


US Tourism Cultural Market

15,400,000 Interna7onal Cultural Heritage Visitors Annually 20,000,000 US Cultural Consumers

The Renaissance Genera7on Cultural Travelers Spend More, Stay Longer



"Shopping, dining and cultural-heritage travel are consistently ranked as the top three travel activities in the U.S., according to data tracked by the U.S. Department of Commerce/Office of Travel & Tourism Industries (OTTI) and the U.S. Travel Association."

U.S. Cultural & Heritage Tourism Marketing Council and the Cultural & Heritage Tourism Alliance

Visitors Want •  Authenticity •  Opportunity to design their own vacation •  Reach into local experiences

We offer all of this.


Stakeholders Potential Partners • State, Counties, Cities, Pueblo Communities with Cultural Offerings, CVB’s, • Airport, Airlines, Car Rentals, Airport Parking, • Retail, Hotels, Restaurants, Tourism Related Enterprises • Banks • Rail Runner


Economic Impact Increasing the number of visitors from outside New Mexico will bring new, fresh dollars into our economy, generating a multiplier effect.


Economic Impact Our goals are to:

1.) increase visitation to our region 2.) increase the average time in our region

3.) raise the average expenditure.

Average expenditure of a cultural traveler is $XYZ. The average stay of a cultural traveler is X days.


Our Cultural Offerings Albuquerque to Taos and Environs Food: Traditional to Contemporary Music, Dance, Museums, Film, Native American Communities, Hispanic Traditions, Art and Artists


Meet the Artists •  Artist Workshops •  Gallery Openings •  Build Relationships with Artists •  Over 500 Studio Tours Along the Corridor!


Drive the Corridor!

Albuquerque to Taos

137 miles

Up and Back on A Tank of Gas

A Valley of Unrivaled Cultural Offerings


Markets and Festivals Indian Market, International Folk Art Market, Spanish Market, Balloon Festival, SOFA, Farmers Markets up and down the

corridor



Architecture


Culinary Corridor


Christmas in The Cultural Corridor

Canyon Rd in Santa Fe

Christmas Eve Taos Pueblo Noche de Luces

Corrales


Pueblo Feast Days

Fill Your Adventures with Our Music

•  Native American •  Santa Fe Opera •  Mariachi •  Choral •  Classical •  Jazz •  Contemporary


Cultural Corridor of Agritourism Los Poblanos, Chimayo Chile, Chile Farms,

Vineyards, Artisan Cheese, Velarde Fruit Visit, Home Stays, Educational Offerings


Spas •  Ojo Caliente •  Ten Thousand Waves •  Hotel Spas


Historic Churches Follow a Corridor of Faith


Our Land Dramatic landscapes, immense blue skies,

intriguing formations, canyons, vistas 3 ½ million year old River: El Rio Grande

Unrivaled Sunrises and Sunsets


Providing a balance…


Outdoors Adventure Year ‘Round Skiing, Biking, Hiking, Fishing, Camping and Golf


Our Back Roads Lead to Adventures You can take our back roads through ghost towns, up to

clear trout streams, old mines and historic cemeteries.


New Mexico’s Wilderness •  Desert Bighorn

Sheep •  Mule Deer •  Elk •  Mountain lion •  Bobcat


What is Creative Tourism?

Creative Tourism creates authentic cultural education

opportunities for visitors www.santafecreativetourism.org already has over 150 cultural

enterprises offering workshops ©2011 Global Center for Cultural Entrepreneurship

Creative Tourism is travel directed toward experiencing the arts, heritage, and special character of a place. America’s rich heritage and culture, rooted in our history, our creativity and our diverse population, provides visitors to our communities with a wide variety of cultural opportunities, including museums, historic sites, dance, music, theater, book and other festivals, historic buildings, arts and crafts fairs, neigh- borhoods, and landscapes.

Media Strategy: Maps and Apps (Draft)

1.  Name the destination 2.  Brand development 3.  Build our graphic identity 4.  Website – interactive, game-oriented, visitor friendly (hub of

Corridor’s Marketing Strategy)

5.  Public relations to reach targeted markets 6.  Social media-consistent, active and engaging 7.  You Tube Channel with original videos (storytelling)


The Always-Connected Traveler: How mobile will transform the future of air travel


73.4% of the Earth’s

population subscribe to

wireless services

Pre Trip The most important stage of the process. Passengers are looking for easy ways to plan, book and board plane

At the airport Mobile is used if things go wrong with the travel experience i.e. lost bags, seating and disruption

On-board A unique opportunity for airlines to provide enhanced services with the increase in connectivity on planes

At the destination Passengers are increasingly using mobile to explore, connect, and share experiences

Post Trip Social media provides an immediate outlet for feedback from customers

1

2

3

4

5 16%

of travelers surveyed currently use

smartphones to book trips

Global mobile subscribers The number of worldwide subscriptions for wireless services reached 5 billion in Sept. 2010. The worldwide smart-phone market grew 79.7% year on year in first quarter of 2011 according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker.

Mobile plays many important

roles in the travel experience:

Data provided by www.amadeus.com

1.  Print will have a role to present maps, guides, and promotion material

2.  Television-where it can be pinpointed at our market 3.  Mobile Media-Foster App Development 4.  Targeted Travel Trade Shows in Countries of Origin 5.  Guerilla Tactics & Disruptive Media-buzz creating initiatives

Media Strategy: Maps and Apps (Draft)


Leadership & Management Strategy Board of Directors of Key Stakeholders:

Leadership: Hired or Contracted Working Committees

Independent Contractors: Marketing Agency copywriters PR Agency, etc.


Long-‐Term Strategy

Front-end Investment Year One: Strategy-Naming-Brand-Graphic Web site-Launch

We Need A Five year Commitment by Stakeholders

Be Steadfast! Be Unified!


Financial Plan Year One $ TBD Year Two $ TBD Year Three $ TBD Year Four $ TBD Year Five $ TBD


Together We Will Make 1 + 1 + 1 = 5

Next Steps 1.  Identify and interview key Cultural Corridor stakeholders 2.  Cultural Mapping 3.  Determine level of interest and financial commitment from each

stakeholder 4.  Summarize interviews and plan retreat 5.  Stakeholder retreat to report on results and go into organizational

development and strategic plan-assuming the NM Cultural Corridor is a go.


Working Collaboratively, Cooperatively, and Creatively

Global Center for Cultural Entrepreneurship

Cultural entrepreneurs drive global change. These entrepreneurs create economic value and promote cultural preservation and innovation. They enrich their communities and the world. They generate self-determination and self-reliance.

GCCE has a three-fold mission: • 1. We support cultural entrepreneurs working to create and scale their enterprises. • 2. We advocate for the importance of cultural entrepreneurship and the value of a culture economy. • 3. We connect a global network of cultural entrepreneurs.

www.culturalentrepreneur.org


new mexico’s cultural corridor

Documents

cultural programs

cultural corridor project

integral cultural tourism

culture corridor

market share

visitor market

largest art market

sustainable development