  
Sharon A. Ann Marie
Harrington Miller |
The Lure of the Arts
Cultural Events
Attract Tourist Dollars
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Cultural tourism is visitation by people outside your region focused around the bounty of attractions, traditions, art forms, history, celebrations and cultural experiences that are authentic and unique to your community. Cultural tourism generates economic activity for towns and cities, communities and states across the country.
Cultural tourism programs define this nation and its people, reflecting the diversity and character of the United States. Activities can include visits to art galleries, theaters and museums, historic sites, communities or landmarks, cultural events, concerts and festivals, fairs, ethnic communities and neighborhoods, and architectural and archaeological treasures. Likewise, public artworks help to establish a sense of place, of purpose and of our time and can stimulate the built environment of our cities and towns. Think of the Statue of Liberty, the Washington Monument, the St. Louis Arch. These are works of public art that have captured the imagination and inspired millions of people from around the world.
Putting Heads in Hotel Beds and Drivers in Diners According to the 2004 National Travel Survey (Travel Industry Association of American) 81 percent of American adult travelers included an arts, heritage or historic activity in their trips of 50 miles or more annually. These travelers are a lucrative market - with 35.3 million adults or 30 percent saying their destination choice was influenced by a specific cultural event. The demographic profile of the cultural heritage traveler today is younger, wealthier, more educated and more technologically savvy than those surveyed in 1996. Cultural travelers also tend to stay longer and spend more money than the average tourist. Considering the volume of travelers, cultural tourism can generate millions in destination communities in spending on shopping, food, lodging and other items.
Sharon A. Harrington is the chairman of the New Jersey State Council on the Arts and was recently named Commissioner of Motor Vehicles. Ann Marie Miller is executive director of ArtPRIDE New Jersey, the state's arts advocacy organization that promotes the importance of the arts to New Jersey's economy, education and overall quality of life.
Cultural Tourism on the National level In 1995, a paper on cultural tourism was
The Emlen Physick Estate, Cape May's only Victorian House Museum, is operated by the Mid-Atlantic Center for the Arts
|
published and its goals were incorporated into the White House Conference on Travel and Tourism. Since then, Partners in Tourism, a coalition of
national associations and federal agencies, have been building a common agenda for cultural tourism since 1996. In 1997, the Travel Industry Association of America (TIA) issued the first research report on the impact of cultural
tourism as a sector in its annual report to the field. Cultural tourism positions in local convention and visitors bureaus and in state and regional agencies are popping up everywhere. Some of the programs developed nationally include Share Your Heritage (National Endowment for the Arts (NEA), U.S. Department of Agriculture, National Trust for Historic Preservation); Lewis & Clark Bicentennial Cultural Development Initiative (NEA and National Assembly of State Arts Agencies); Arts and Rural Community Assistance Initiatives (NEA, U.S. Forest Service); Museums for America (Institute for Museum and Library Services).
Cultural tourism can generate millions of dollars of spending
in shopping, food, lodging and other expenses.
Cultural Tourism in State Planning Many strategic plans formed at the state level have
Discovering Jersey Arts in Red Bank
The 1,400 seat, vaudeville-era Count Basie Theatre is a magnet for cultural tourists in Red Bank.
This spring, Red Bank played host to a highly successful cultural tourism promotion Jersey Arts Weekend in Red Bank. Coordinated through the Discover Jersey Arts campaign of the New Jersey State Council on the Arts and ArtPride New Jersey Foundation, the weekend package of hotel rooms at the Molly Pitcher Inn, dinner for two at one of Red Bank's finest restaurants rounded out a weekend of tickets to performances, and art, cinema and guided gallery walks. Jersey Arts Weekends have been offered previously in Cape May, Atlantic City, Morristown and New Brunswick. Red
Bank was the obvious choice this spring.
Sixteen arts organizations are based in Red Bank and even more perform at venues throughout the town. Five of these non-profit organizations have facilities in town and are in the process of renovating or building a new arts space. They include the 1,400 seat, vaudeville-era Count Basie Theatre, the Art Alliance of Monmouth County (an art gallery), Phoenix Productions, the Monmouth County Arts Council (an umbrella organizations for artists and arts organizations) and the Monmouth Conservatory of Music.
The Two River Theatre Company is building a 300-seat theater with rehearsal and office space on the west side of Red Bank and the Children's Cultural Center is renovating the old police station for exhibits and activities for children.
Red Bank is so cognizant of the importance of the arts in community building that they have designated Monmouth Street as the Arts Corridor linking the main arts organizations and the West and East sides of town. Red Bank has done community cultural planning to further enhance the arts, culture and history for the residents.
Arts events take place throughout the town, in traditional venues, in churches, in the parks at outdoor concerts and festivals and even throughout the downtown through Red Bank Rivercenter's Streetlife Program. Red Bank has become the center of Monmouth County's arts community with a combination of artists, arts organizations as well as many for-profit creative businesses.
"I'm proud to say that Red Bank is now the cultural mecca of Monmouth County. County residents, regional travelers, as well as New Yorkers and Philadelphians are attracted by our cultural offerings. The arts have played an integral role in our Vision Plan and have not only attracted visitors but residents as well (our population has grown 15-20 percent in the last 10 years). The flourishing arts community is also responsible for growth in new business as well as the increased value of our real estate. The arts have proven to be a very successful investment for Red Bank."
- Edward J. McKenna Jr., Mayor of Red Bank
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already recognized the importance of cultural tourism. The Division of Travel & Tourism located within the New Jersey Department of Commerce and Economic Development created the New Jersey Tourism Master Plan that states "New Jersey's cultural and entertainment attractions play an important role in improving the quality of life for residents. New Jersey should increase awareness and visitation to its cultural facilities by developing promotional packages that bundle these attractions with hotel and dinner accommodations. In addition, New Jersey should expand existing and develop new arts and entertainment festivals."
Arts Plan NJ (www.ArtsPlanNJ.com). co-sponsored by the New Jersey State Council on the Arts, ArtPRIDE New Jersey Foundation, and the New Jersey Network Foundation, is a statewide initiative to create a better New Jersey through the arts. The plan details goals and strategies that include encouraging cultural tourism. Arts Plan New Jersey informs the State Council on the Arts funding agenda. Arts Plan New Jersey will continue to address the issue of Cultural Tourism at the upcoming Governor's Conference on the Arts in October 2004.
Cultural Tourism in New Jersey Since the 2003 legislation dedicating a permanent and increasing
revenue
source for arts, history and tourism there is no better time than now to build and strengthen cultural tourism partnerships. Arts and history groups, municipalities and the state's tourism industry will all benefit from shared resources and discovering new ways to package and promote the historic and cultural treasures that are
unique
to our great state. With attendance at New Jersey arts and history events surpassing 20 million annually, there is more to New Jersey than sandy beaches and rolling surf. The New Jersey State Council on the Arts (NJSCA) partners with other state
agencies to encourage the development of cultural tourism throughout the state. Through the Council's Discover Jersey Arts campaign (www.jerseyarts.com) an interactive Cultural Calendar aids tourists seeking destinations in all corners of the state. Free tickets, dinners and lodging are offered at "Jersey Arts Weekends" developed each year by the state's collective of marketing professionals. Each year awards are given at the Governor's Conference on Tourism sponsored by the NJ Division of Travel and Tourism and the New Jersey Travel Industry Association, to showcase
model cultural tourism destinations.
The South Jersey Cultural Alliance, with funding assistance from the NJSCA, has developed a series of popular group tours as part of its Cultural Tourism Initiative. Working with cultural and historic attractions, day trips and weekends are packaged and marketed to receptive tour operators for groups throughout the East Coast. At the Cape May Music Festival, tourists attending the festival are 17 times more likely than the average patron to spend money on overnight accommodations, and spend more than 9 times as much on meals, lodging and shopping (1994 Eagleton Study).
Tapping into Tourist Dollars and State Funding Take advantage of the cultural resources in your community and build a broader tourism program. To discover arts organizations in your area talk to the county arts and heritage commissions or log on to www.jerseyarts.com for links to arts organizations.
And there may be funding resources available to help. The NJSCA offers Special Project and Community Collaborations Grants, while the NJ Historical Commission www.newjerseyhistory.org offers special project funding. Visit www.state.nj.us/travel/industry/index.shtml to learn more about New Jersey Tourism Matching Grants Program Guidelines.
For additional information on the regional chambers of commerce, travel councils, commissions, etc. go to www.state.nj.us/travel/visitor_information.shtml.
For a bibliography on arts and tourism visit www.americansforthearts.org and go to services/ research and information. If you have questions about cultural tourism in your community or region contact Nina Stack, Director of External Affairs, New Jersey State Council for the Arts, 609-292-6130 or nina@arts.sos.state.nj.
Creating a Successful Cultural Tourism Program
How can municipal leaders build a program that will tap into the abundant tourist dollars? A successful Cultural Tourism program is based on:
1) Creative and collaborative partnerships between the arts, history, tourism and other related industries
2) A strategy that addresses the goals of each partner:
Tourism partners - more room nights at higher occupancy rates.
Cultural organizations - new audiences.
Visitor bureaus - more economic impact for the destination
3) A meaningful visitor experience that is worth their time and money.
4) A strategy that matches your market
5) An outcome that outweighs the costs in time and money.
Once your partnerships are solid, Louise K. Stevens, President, ArtsMarket (www.artsmarket.com) has some good tips for winning those tourists.
a. Branding. Answer the "what's so special about _?" question.
b. Packaging. Take into consideration a visitor's desire to cram multiple experiences, unique to the location, into a short period of time.
c. "Culture." Broadly define it to include arts, streetscapes/architecture, zoos and parks, restaurants, shopping and entertainment
d. Pricing. Cost savings matter to these visitors.
e. Prospect Marketing. Identify your best target markets (originating cities/areas) and make sure your destination is known by word of mouth in their home community.
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Cape May -
A Tourist Attraction
Year-Round
Through cultural and heritage tourism, Cape May has been transformed from a "summer only" beach resort to a leading cultural and heritage destination. Although recognized since the 1790s for its pristine beaches, Cape May has grown to be a year-round destination known for its rich and diverse arts, culture, natural and historical attractions. For instance, recent reports on the economic impact of the Cape May Music Festival held from May to June show over $2.5 million in economic activity.
Cape May has been transformed from a "summer only" beach resort to a leading cultural and heritage destination. |
A leader in the city's cultural tourism work is the Mid-Atlantic Center for the Arts, which offers a wide range of tours, events and festivals for visitors and residents alike. A wide-variety of special events take place year-round from Cape May's Sherlock Holmes mystery weekends in March and November, Cape May's Spring Festival in April-May, 12 crafts and antiques shows running from mid-February through November, Cape May's Food and Wine Festival in September, Cape May's Victorian Week in October, Christmas in Victorian Cape May from November through early January and much more. In addition, local Bed & Breakfasts offer weekend packages for writing workshops and painting classes during the winter months. |
Return to June 2004 Contents Page
NJLM - The Lure of the Arts - Cultural Events Attract Tourist Dollars
Sharon A. Ann Marie
Harrington Miller |
The Lure of the Arts
Cultural Events
Attract Tourist Dollars
|
| |
Cultural tourism is visitation by people outside your region focused around the bounty of attractions, traditions, art forms, history, celebrations and cultural experiences that are authentic and unique to your community. Cultural tourism generates economic activity for towns and cities, communities and states across the country.
Cultural tourism programs define this nation and its people, reflecting the diversity and character of the United States. Activities can include visits to art galleries, theaters and museums, historic sites, communities or landmarks, cultural events, concerts and festivals, fairs, ethnic communities and neighborhoods, and architectural and archaeological treasures. Likewise, public artworks help to establish a sense of place, of purpose and of our time and can stimulate the built environment of our cities and towns. Think of the Statue of Liberty, the Washington Monument, the St. Louis Arch. These are works of public art that have captured the imagination and inspired millions of people from around the world.
Putting Heads in Hotel Beds and Drivers in Diners According to the 2004 National Travel Survey (Travel Industry Association of American) 81 percent of American adult travelers included an arts, heritage or historic activity in their trips of 50 miles or more annually. These travelers are a lucrative market - with 35.3 million adults or 30 percent saying their destination choice was influenced by a specific cultural event. The demographic profile of the cultural heritage traveler today is younger, wealthier, more educated and more technologically savvy than those surveyed in 1996. Cultural travelers also tend to stay longer and spend more money than the average tourist. Considering the volume of travelers, cultural tourism can generate millions in destination communities in spending on shopping, food, lodging and other items.
Sharon A. Harrington is the chairman of the New Jersey State Council on the Arts and was recently named Commissioner of Motor Vehicles. Ann Marie Miller is executive director of ArtPRIDE New Jersey, the state's arts advocacy organization that promotes the importance of the arts to New Jersey's economy, education and overall quality of life.
Cultural Tourism on the National level In 1995, a paper on cultural tourism was
The Emlen Physick Estate, Cape May's only Victorian House Museum, is operated by the Mid-Atlantic Center for the Arts
|
published and its goals were incorporated into the White House Conference on Travel and Tourism. Since then, Partners in Tourism, a coalition of
national associations and federal agencies, have been building a common agenda for cultural tourism since 1996. In 1997, the Travel Industry Association of America (TIA) issued the first research report on the impact of cultural
tourism as a sector in its annual report to the field. Cultural tourism positions in local convention and visitors bureaus and in state and regional agencies are popping up everywhere. Some of the programs developed nationally include Share Your Heritage (National Endowment for the Arts (NEA), U.S. Department of Agriculture, National Trust for Historic Preservation); Lewis & Clark Bicentennial Cultural Development Initiative (NEA and National Assembly of State Arts Agencies); Arts and Rural Community Assistance Initiatives (NEA, U.S. Forest Service); Museums for America (Institute for Museum and Library Services).
Cultural tourism can generate millions of dollars of spending
in shopping, food, lodging and other expenses.
Cultural Tourism in State Planning Many strategic plans formed at the state level have
Discovering Jersey Arts in Red Bank
The 1,400 seat, vaudeville-era Count Basie Theatre is a magnet for cultural tourists in Red Bank.
This spring, Red Bank played host to a highly successful cultural tourism promotion Jersey Arts Weekend in Red Bank. Coordinated through the Discover Jersey Arts campaign of the New Jersey State Council on the Arts and ArtPride New Jersey Foundation, the weekend package of hotel rooms at the Molly Pitcher Inn, dinner for two at one of Red Bank's finest restaurants rounded out a weekend of tickets to performances, and art, cinema and guided gallery walks. Jersey Arts Weekends have been offered previously in Cape May, Atlantic City, Morristown and New Brunswick. Red
Bank was the obvious choice this spring.
Sixteen arts organizations are based in Red Bank and even more perform at venues throughout the town. Five of these non-profit organizations have facilities in town and are in the process of renovating or building a new arts space. They include the 1,400 seat, vaudeville-era Count Basie Theatre, the Art Alliance of Monmouth County (an art gallery), Phoenix Productions, the Monmouth County Arts Council (an umbrella organizations for artists and arts organizations) and the Monmouth Conservatory of Music.
The Two River Theatre Company is building a 300-seat theater with rehearsal and office space on the west side of Red Bank and the Children's Cultural Center is renovating the old police station for exhibits and activities for children.
Red Bank is so cognizant of the importance of the arts in community building that they have designated Monmouth Street as the Arts Corridor linking the main arts organizations and the West and East sides of town. Red Bank has done community cultural planning to further enhance the arts, culture and history for the residents.
Arts events take place throughout the town, in traditional venues, in churches, in the parks at outdoor concerts and festivals and even throughout the downtown through Red Bank Rivercenter's Streetlife Program. Red Bank has become the center of Monmouth County's arts community with a combination of artists, arts organizations as well as many for-profit creative businesses.
"I'm proud to say that Red Bank is now the cultural mecca of Monmouth County. County residents, regional travelers, as well as New Yorkers and Philadelphians are attracted by our cultural offerings. The arts have played an integral role in our Vision Plan and have not only attracted visitors but residents as well (our population has grown 15-20 percent in the last 10 years). The flourishing arts community is also responsible for growth in new business as well as the increased value of our real estate. The arts have proven to be a very successful investment for Red Bank."
- Edward J. McKenna Jr., Mayor of Red Bank
|
|
already recognized the importance of cultural tourism. The Division of Travel & Tourism located within the New Jersey Department of Commerce and Economic Development created the New Jersey Tourism Master Plan that states "New Jersey's cultural and entertainment attractions play an important role in improving the quality of life for residents. New Jersey should increase awareness and visitation to its cultural facilities by developing promotional packages that bundle these attractions with hotel and dinner accommodations. In addition, New Jersey should expand existing and develop new arts and entertainment festivals."
Arts Plan NJ (www.ArtsPlanNJ.com). co-sponsored by the New Jersey State Council on the Arts, ArtPRIDE New Jersey Foundation, and the New Jersey Network Foundation, is a statewide initiative to create a better New Jersey through the arts. The plan details goals and strategies that include encouraging cultural tourism. Arts Plan New Jersey informs the State Council on the Arts funding agenda. Arts Plan New Jersey will continue to address the issue of Cultural Tourism at the upcoming Governor's Conference on the Arts in October 2004.
Cultural Tourism in New Jersey Since the 2003 legislation dedicating a permanent and increasing
revenue
source for arts, history and tourism there is no better time than now to build and strengthen cultural tourism partnerships. Arts and history groups, municipalities and the state's tourism industry will all benefit from shared resources and discovering new ways to package and promote the historic and cultural treasures that are
unique
to our great state. With attendance at New Jersey arts and history events surpassing 20 million annually, there is more to New Jersey than sandy beaches and rolling surf. The New Jersey State Council on the Arts (NJSCA) partners with other state
agencies to encourage the development of cultural tourism throughout the state. Through the Council's Discover Jersey Arts campaign (www.jerseyarts.com) an interactive Cultural Calendar aids tourists seeking destinations in all corners of the state. Free tickets, dinners and lodging are offered at "Jersey Arts Weekends" developed each year by the state's collective of marketing professionals. Each year awards are given at the Governor's Conference on Tourism sponsored by the NJ Division of Travel and Tourism and the New Jersey Travel Industry Association, to showcase
model cultural tourism destinations.
The South Jersey Cultural Alliance, with funding assistance from the NJSCA, has developed a series of popular group tours as part of its Cultural Tourism Initiative. Working with cultural and historic attractions, day trips and weekends are packaged and marketed to receptive tour operators for groups throughout the East Coast. At the Cape May Music Festival, tourists attending the festival are 17 times more likely than the average patron to spend money on overnight accommodations, and spend more than 9 times as much on meals, lodging and shopping (1994 Eagleton Study).
Tapping into Tourist Dollars and State Funding Take advantage of the cultural resources in your community and build a broader tourism program. To discover arts organizations in your area talk to the county arts and heritage commissions or log on to www.jerseyarts.com for links to arts organizations.
And there may be funding resources available to help. The NJSCA offers Special Project and Community Collaborations Grants, while the NJ Historical Commission www.newjerseyhistory.org offers special project funding. Visit www.state.nj.us/travel/industry/index.shtml to learn more about New Jersey Tourism Matching Grants Program Guidelines.
For additional information on the regional chambers of commerce, travel councils, commissions, etc. go to www.state.nj.us/travel/visitor_information.shtml.
For a bibliography on arts and tourism visit www.americansforthearts.org and go to services/ research and information. If you have questions about cultural tourism in your community or region contact Nina Stack, Director of External Affairs, New Jersey State Council for the Arts, 609-292-6130 or nina@arts.sos.state.nj.
Creating a Successful Cultural Tourism Program
How can municipal leaders build a program that will tap into the abundant tourist dollars? A successful Cultural Tourism program is based on:
1) Creative and collaborative partnerships between the arts, history, tourism and other related industries
2) A strategy that addresses the goals of each partner:
Tourism partners - more room nights at higher occupancy rates.
Cultural organizations - new audiences.
Visitor bureaus - more economic impact for the destination
3) A meaningful visitor experience that is worth their time and money.
4) A strategy that matches your market
5) An outcome that outweighs the costs in time and money.
Once your partnerships are solid, Louise K. Stevens, President, ArtsMarket (www.artsmarket.com) has some good tips for winning those tourists.
a. Branding. Answer the "what's so special about _?" question.
b. Packaging. Take into consideration a visitor's desire to cram multiple experiences, unique to the location, into a short period of time.
c. "Culture." Broadly define it to include arts, streetscapes/architecture, zoos and parks, restaurants, shopping and entertainment
d. Pricing. Cost savings matter to these visitors.
e. Prospect Marketing. Identify your best target markets (originating cities/areas) and make sure your destination is known by word of mouth in their home community.
|
Cape May -
A Tourist Attraction
Year-Round
Through cultural and heritage tourism, Cape May has been transformed from a "summer only" beach resort to a leading cultural and heritage destination. Although recognized since the 1790s for its pristine beaches, Cape May has grown to be a year-round destination known for its rich and diverse arts, culture, natural and historical attractions. For instance, recent reports on the economic impact of the Cape May Music Festival held from May to June show over $2.5 million in economic activity.
Cape May has been transformed from a "summer only" beach resort to a leading cultural and heritage destination. |
A leader in the city's cultural tourism work is the Mid-Atlantic Center for the Arts, which offers a wide range of tours, events and festivals for visitors and residents alike. A wide-variety of special events take place year-round from Cape May's Sherlock Holmes mystery weekends in March and November, Cape May's Spring Festival in April-May, 12 crafts and antiques shows running from mid-February through November, Cape May's Food and Wine Festival in September, Cape May's Victorian Week in October, Christmas in Victorian Cape May from November through early January and much more. In addition, local Bed & Breakfasts offer weekend packages for writing workshops and painting classes during the winter months. |
Return to June 2004 Contents Page
Feature article, New Jersey Municipalities Magazine, June 2004 |
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