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0 • <br />they are aware of what else is available in the area. Neither the State, GHCVB nor <br />NASACLCVB are promoting adjacent venues or encouraging people to stay overnight in <br />the area. The Heritage Tourist spends more than the average tourist and is seeking an <br />opportunity to understand the local "qualities that give a place its own distinctive <br />character." Other tourism venues, such as nature trails, festivals, cultural events and <br />sporting events will be studied after the primary theme has been developed. <br />San Jacinto Area Tourism Council would sponsor workshops and offer consulting <br />services to the various venues. These programs would include (1) how to obtain a 501 <br />(c) (3) charitable status with the IRS, (2) how to create and maintain a internet web site so <br />that travelers can learn more about what the venue has to offer and to contact the venue <br />with specific questions or directions, (3) how to provide better educations experiences for <br />visitors so that they will return and they will tell other visitors about the venue, (4) <br />developing a marketing plan with includes the production of brochures on each venue <br />and then how to create a distribution plan (both local, regional and international) and (5) <br />how to apply for grants to expand programming and capital assets. The SJATC would <br />develop its own Internet Web Site and create a master brochure of what is available in the <br />area. The SJATC web site would provide links to the venue's web site, or in the <br />alternative, provide a nominal web site on its server for the venue. Each of these web <br />sites and brochures will be incorporated into the GHCVB program for wider marketing <br />distribution. <br />An advertising campaign would be developed to promote the area tourist venues. An <br />immediate advantage is to acquaint the local residents about what is available in their our <br />community. By informing the local citizens about the cultural venues available in their <br />community you not only improve the quality of their lives, but also encourage them to <br />treat their traveling guests (friends or family) to local attractions before considering out <br />of area events. Approximately 30% of leisure travel is visiting family and friends. <br />Outside of the communities the market is commonly divided into three segments. The <br />drive-in tourist or day tripper usually lives within approximately 120 miles of the venue. <br />SJATC would promote the area either independently and in cooperation with individual <br />venues. In addition SJATC would publish press releases and assist the local venues in <br />providing their own press releases. The right contact and a properly drafted press release <br />can improve the success rate of inclusion in publications. drive range market, <br />cooperative advertising would reduce the cost and increase the exposure for area venues. <br />Within the local drive in (and day tripper) market, and within the communities <br />themselves, stand-alone advertising would be utilized to acquaint locals about the specific <br />benefits of our area. Tourism is a community affair and the community must be sold on <br />the idea and support it. <br />The second segment of the tourism market is within approximately 350 miles of the <br />venue. The travelers come for the weekend or spend several nights in the area. This is of <br />prime concern for the lodging industry because hotel occupancy tax (HOT) monies are <br />used to increase the hotel/motels income. Within this region cooperative advertising with <br />other cluster groups (e.g. NASA -Clear Lake CVB) and the GHCVB would greatly <br />David Pomeroy 8/19/02 3 <br />Proposa12lp <br />