Northeast Michigan Economic Roundtable Summary September 30, 2013

Transcription

1 Broad themes were explored by speakers Jon Allan, Zachary Branigan, William Rapai and John Austin to provide context for group discussion; 1. The importance of creating a regional identity Our Gathering Grounds a. It is important to place current efforts to identify and promote natural assets in context of how they were historically viewed and used b. Ecological, cultural, social and economic assets of a place form linages to create identify and evoke connection c. Identifying what is truly unique and defining for your region is the challenge and key to success d. Looking to how use of natural assets will change or be defined in the future is necessary to this work as well how will things like population rise and increased demand/focus on agriculture be balanced with regional identify and the connection between economic and conservation stewardship? 2. Building opportunity on the existing asset base The Saginaw Bay Birding Trail: Protecting nature, attracting investment and promoting a region a. Development of a project that has social, economic and environmental benefit linking existing sites (SBLC preserves, highly regarded/productive birding areas, easy jump on/off from communities along Saginaw Bay) b. Attracts broad and varied base of support through promotion of an existing resource placemaking and telling a good story, creates a connection so community won t allow failure c. Capitalizes on birders traveling to the area to see species like Kirtland s warbler and provides easy way for them to stay longer and see more 3. Natural assets unique to a region have national draw and opportunity The Economic Impact of Kirtland s Warbler on Northeast Michigan a. Attraction and draw for Kirtland s warbler exists on a national scale ranked 7 th most wanted bird by birders in Canada and the US b. Birding can be big business - Biggest Week in Birding contributes 26 million and 283 jobs to economy of northern Ohio, wildlife recreationists spent $144.7 billion in 2011 on activities (USFWS, 2011), 9 percent (26 million people) took wildlife watching trips in 2011, nearly 17 million people traveled a mile or more from their home to watch wild birds c. Survey of 2012 Kirtland s warbler tour participants shows that this asset provides economic incentive for the region and that there is opportunity to increase this investment d. 80% of tour participants traveled to the region solely to see the Kirtland s warbler and for the same number it was the first time seeing the bird approximately 40% of people stayed only one night in the area underscoring an existing growth opportunity and area for advancing the economic-conservation connection 4. Leveraging regional blue and green economies to grow investment beyond tourism Leveraging Pure Michigan: Building on our region s natural assets for economic development a. Natural assets like water have played/still play a key role in building and growing the economy; infrastructure for commerce and trade, use in growing and manufacturing, defining place and attracting people b. These assets, if leveraged, can create job growth, stimulate the economy and attract/retain talent and by bringing natural assets to the center of economic stimulus programs Michigan creates identity of caretaker of natural resources which in turn attracts people/business interested in sustainability c. Communities in Michigan are working to position themselves in the green and blue economies with success Macomb County s work to brand availability of access to water and recreation as selling point, Alpena s work to promote the only freshwater National Marine Sanctuary attracts visitors and people to live in the area To take a focused look at how these themes apply to Northeast Michigan three interactive breakout sessions were facilitated.

2 Breakout Session 1 Building Linkages The goal for this session was to have participants think about 5 seemingly unrelated Northeast Michigan things and link them in a meaningful way. Once a connection was established, each group was to determine how the things could be combined into a promotional opportunity. Group 1 Shipwrecks Changing fall leaves leaf peeping Birding Festivals Wild Blueberries World Famous trout/fly fishing Group 2 Kirtland s warbler Lake Sturgeon Glass bottom boat tour Michigan s quiet side and more natural parks Snowmobile trails Group 3 Small town feel/way of life Morel Mushrooms Karst topography (limestone and sink holes) February ice fishing on Higgins Lake AuSable River Canoe Marathon Group 4 Hunting Sleigh rides Farmers markets Sunrise Cold water Group 5 Elk Bird watching tours Sailing Maple syrup Ice crusted winter river Linkages generated in all groups: Large amount of resources in public ownership = high degree public access/ease of experience Small communities, quieter way of life = high appeal to families Diversity of resources = diversity of interest and opportunities (trails/tours that provide multiple experiences) Seasonality of resources = year round experiences for promotion Outdoor recreation Increased experience = increased need for and resources for the protection of natural assets Low cost of experiencing activities/natural assets Possible promotional messaging: AuSable Valley; natural venue. Nature has everything to offer. Explore rare things in rare ways. 4 season recreation destination. Something for everyone. Every time.

3 Breakout Session 2 Solving Limitations The goal of this session was to have participants think about solving a limitation as if it were the ONLY limitation that existed to increasing economic development/regional promotion for Northeast Michigan. The limitations with some ideas specific to each were as follows; Geographic scale of region o Develop innovative travel/tour opportunities bike share programs, shuttle tours each with stops that provide access to variety of assets and build in amenities (like boxed lunches, restaurant stops, etc.) that make spending the day easy o Use ORV trails to connect destinations o Try and address, What would the other spouse do? question Success of business in the off-season low year round population to sustain business o Think and market like there is no off-season Easily accessed, comprehensive and high-quality visitor information for trip planning o Develop tour training/program that encompasses broader context of region Lack of strong, current data on tourism trends o Identify partnerships to gather data useful to a broad array of interests o Develop/conduct surveys partner with CVBs for wide distribution o Be creative about trends to research what info is really applicable/helpful to our region Limited capacity for advancing promotional and partnership efforts o Develop internships, engage service clubs and local media, create database that lists organizational missions to facilitate and streamline partnerships, set up match challenges with prospective supporters/businesses Solutions identified as important in all groups/for all limitations: Build relationships and partnerships to; gather needed data, conduct research, broaden promotion/promote to new audiences Increase use of/be innovative with technology (smartphone applications, savvy use of social media, website integration) Build in media outlets/avenues as part of promotional effort Higher degree of involvement for cross-promotion and information sharing with CVBs Create avenues for youth involvement Development of a regional passport/checklist program as marketing tool Craft educational programming to increase local government and business leaders understanding of the unique natural assets in the region and encourage incentive programs

4 Breakout Session 3 What s your Northeast Michigan Moment? Participants were asked to use the discussion and ideas generated during the day to craft their Northeast Michigan Moment. What would be captured on a billboard on I-75 for the tagline that conjures up a visual of this region, no matter where a person might be? In a second part of the activity was to suggest how each individual in their current position could help move their moment closer to a reality. Some examples were; Northeast Michigan Moment A place where I can do what I love most. Dana Bensinger, Executive Director Otsego County Community Foundation (OCCF) Land of endless discovery - where fun and adventure come naturally. Brenda Archambo, Sturgeon for Tomorrow The moment? Paddling a kayak on a river at sunset and an eagle surges from the water ahead of me. Judy Kalmanek, Alpena Wildlife Sanctuary Northeast Michigan; where you can love where you live, and live what you love. Laura Justin, Executive Director HeadWaters Land Conservancy Adventure every day. Zachary Branigan, Executive Director Saginaw Basin Land Conservancy (SBLC) Northeast Michigan where I enjoy a simpler life. Brandon Schroeder, Extension Educator, MI Sea Grant Dark Skies. Quiet and Peaceful. Wild, natural environment. Larry VanWagoner, AuSable Valley Audubon Helping to make it reality Connect, convene, gather and encourage others to partner through OCCF. Help facilitate education and collaboration. Take GoPro video and publish it on our website. Work with Chambers of Commerce, Community Foundations and CVBs to promote the unique resources of Northeast Michigan. Further SBLC s big-picture messaging to include the overall idea of adding adventure to every day. Adventure evokes something different for everyone, plays to all audiences and is inspirational. MI Sea Grant facilitates regional partnerships and can help bridge sustainable coastal tourism with broader Northeast Michigan efforts. Promote education focusing on what we have to help people appreciate these gifts and conserve and enhance them. Some other Northeast Michigan taglines; Where recreation and natural resources greet you in a friendly way. Anna Sylvester, MDNR I-75 billboard just north of West Branch: Welcome to Kirtland s Country, the home of North America s rarest songbird. Bill Rapai, Kirtland s Warbler Alliance Surround-sound of the 21 st century. Pure and natural. Anonymous Come for a visit. Stay for a lifetime. Anonymous Northeast Michigan; the power of this place! Peggy Ridgeway, AuSable Valley Audubon Headwaters of Pure Michigan. Janice Lampert, Otsego County Community Foundation Four seasons and 400 species. Birding is Pure Michigan. Jonathan Lutz, Michigan Audubon Society

5 Next Steps Huron Pines is committed to promoting our region s unique natural resources to the variety of partners, supporters and residents throughout our 11 county service area. Sharing key points and building on ideas generated during the Roundtable with the broader conservation community is one way to build momentum for strong collaboration between the economic and natural resource sectors. Next steps to accomplish this are; Promote regional businesses, organizations and programs working to tie economic development to natural resource conservation In the coming months, Huron Pines will develop spotlight pieces in print and electronic outreach tools to increase visibility for new and existing opportunities in Northeast Michigan. Work through existing partnership relationships to continue regional branding discussion As an organization Huron Pines is an active participant in local government meetings, service and civic organization events. These existing relationships and venues provide a vehicle for informing the development of a regional brand while bringing focus to the common linkages and solutions to challenges developed as part of the Roundtable. Bring key thoughts and ideas to our representatives in Lansing Through the Kirtland s Warbler Initiative the economic opportunities of our region s rare natural resources will be highlighted in discussion with our region s legislative representatives. As part of a Legislative Outreach Day in November, Huron Pines and the Kirtland s Warbler Alliance will share the discussion points and ideas generated from the Roundtable as part of their message. Keep the conversation going Between now and November 1, 2013 please complete a short survey developed to gather information on what you as a participant in the Roundtable see as realistic next steps for the group and ideas generated. The survey also strives to identify key needs of partners to effectively tell the story of our unique natural assets. The link ( ) to complete the questions is included in the announcement of the Roundtable summary.