Ideas!!
An Economic Focus Idea: Agritourism
This idea follows the concept of "intrinsic authenticity" in proposing that St. Helena capitalize on it's major strength to develop the kind of tourism that is based upon the natural foundations of this place itself. Society seeks authenticity today; it is the collection of characteristics that fundamentally distinguish one place from another. Therefore, filling local venues with consumer items that have no relation to place or purpose, other than to maximize profit, defines the destination as a homogenized tourist trap rather than a truly unique authentic destination.
While wine and dining has been the focus of St. Helena's tourism, the whole of agriculture itself is a broader and more substantial base for St. Helena's prime identity, an identity that is not maximized by any other city in Napa County. Agriculture encompasses a greater range of possibilities, involves more diverse segments of the population and can present products and experiences to a greater variety of visitors at a greater range of price points and interests than the more specific wine and dine categories.
And here's the kicker -- other people are doing it already, and better! Check out the Mt. Hood people in Oregon. They have a extremely effective concept with website to match (works for mobile!) that reflects contemporary values and is very inclusive -- open the blue bar on the right to see all the great ideas! Check their Arts & Culture approach.
Here are the stats -- comparable to ours:
- A day visitor spends on average about $90 per day on tickets, transportation, accessories, food and drinks.
- About 80% of Mount Hood visits are local day visits.
- 1,073,924 day visits at $90 per day makes $96,653,160 in direct spending from locals.
- A destination visitor spends about $300 per day on lodging, lift passes, rentals, food and drinks.
- About 20 percent of Mount Hood visits are destination visitors.
- 268,481 destination visits at $300 per day makes $80,544,300.
- Add destination spending and day visit spending and you get $177,197,460.
- Add the estimated $32 million spent on equipment each year by Mount Hood snow sports enthusiasts, and you get $209,197,460.
The Hero Program for homeowner funding of energy projects:
Pending Council approval at this writing, this is by far the most significant plus for the City of St. Helena in years! As a participant in this program, ordinary homeowners can purchase alternative energy, energy efficient products, water conservation tools and an electric vehicle charging station. The cost is amortized onto the property tax and the obligation rides with the property. This is a very needed and important program as climate change demands more air conditioning in the summer and as the drought gets worse. For more detail . . .
An Aesthetic Identity Idea:
This one is contributed by Henry Gundling, Chairman, Sustainable Napa County, who lives in St. Helena. In sympathy with the Petition for the Tree Tunnel, Henry suggests TWO Tree Tunnels! -- one at each end of town. This idea clearly doubles the impact of the symbolism of the Tree Tunnel; it makes the Tunnel even more representative of St. Helena; it underwrites the priority that nature has to the people of St. Helena; it officially welcomes people from either end of the city and it defines the limits of the city, making it more difficult to have development sprawl. Thank you, Henry!
Portals of the Past Idea:
From Ed Breed (full disclosure: husband) who thinks it would be great to have historical points of interest signage at various points along main street complete with a phone number or QR code that invites visitors to access an audio recording about all the history that happened at that place -- like the audio tours in a museums. It would help younger generations to appreciate history and help visitors have a more meaningful visit and understand our town even more.
Winner take all vs. local Idea:
This is from Seth Godin, a marketing guru famous for sound thinking.
Rule 1: If there's no really good reason for a business to be done locally, it will migrate to the web.
Rule 2: Businesses that migrate to the web often have economies of scale, and those businesses quickly coalesce into just a few (or even one) winner.
The winning strategy for the local business or freelancer, then, is:
a. provide a product or service that truly works better when it's local, and
b. do it in a way that works better when it's small, custom, connected and not in search of economies of scale.
(see Economic Focus Idea above for Exhibit A)