Tackling tough times for tourism
Look for Mono County’s promo spots on YouTube. (Graphic courtesy YouTube)
Mono County’s Tourism Commission and Economic Development staff had their plates full on Tuesday, briefing the Board of Supervisors on progress made this year and plans for marketing the County next year, and in a separate meeting readying for a potentially tough 2010.
That comes after a 2009 filled with what could arguably be one of the County’s best years in terms of marketing bang for the buck. How successful the 2009 campaign was when it comes converting visitation into stays has yet to be quantified (the year isn’t over yet), but County Economic Development Manager Sarah McCahill and Director Dan Lyster, as well as Tourism Commissioners, can all point to numerous advances.
Among those: a 35% increase in print readership, Internet activity up 1,000% over last year, tens of thousands of hits and millions of “impressions,” which is web speak for ad views, a banner year for response to banner advertising and other collateral campaigns, blog visits topping 1,000 each day, finalist status for 2 California Marketing Excellence awards and Judge’s Choice award for Mono’s Motor Touring Guide, and a successful start to setting up the Eastern Sierra’s version of the National Geographic/Sierra Nevada Conservancy-backed GeoTourism web presence.
All that was impressive to the Board, as noted by Chair Byng Hunt, who expressed the Supervisors’ compliments on the body of work accomplished.
The Board did, however, have a few words of caution.“In terms of [the state budget], we could be heading into some very difficult times,” opined Supervisor Hap Hazard, referring to the quagmire already forming ahead of the next fiscal year in Sacramento. “When it comes to advertising versus snow removal, that’s a hard choice.” Hazard said he wasn’t saying funding requests wouldn’t be considered or honored, but advised Mono Tourism to have Plan Bs in place. “It’s not the world we’re facing today, but we’re giving you a head’s up. Get with your strategic partners and don’t assume you’ll be able to just go to the County for a check.”
Lyster said partnership work is already underway, pointing to the Mono County Visitors Center as an example. Contributions from mining developer Cougar Gold and the Oak Valley Bank will provide enough dollars to hire staff for the center. McCahill added that new YouTube-placed seasonal promo clips showcasing the county’s recreational opportunities are a “first step” to increase outreach without making heavy ad buys.
“There are tremendous opportunities for brand development,” Little stated, “things we haven’t even touched on yet,” commented Mono Tourism Commission Chair Jimmy Little. “Please consider that when weighing your support.”
Also discussed as future campaign ideas: having a Mono County booth at the California State Fair, which sees a vast amount of foot traffic and interaction with snowmobile groups and programs, in light of the County’s efforts to expand the Hoover Wilderness as a winter recreation destination.
Chair Hunt mentioned involvement with the newly formed Regional Recreation Committee, particularly considering the nationally-attended Centurion ride that’s slated to come to the area this summer, along with annual events such as the Fall Century ride and other major outdoor athletic competitions. Sports are great, said one person during public comment, but how about more focus on agriculture, such as horseback and pack riding? Supervisor Tom Farnetti pointed to wine tasting as well, citing the budding wine industry in the Tri-Valley area.
