TRAVEL OREGON & OREGON WILDFIRE IMPACTS 2017 & 2018 … · 2019-08-05 · Nena Complex Springs...
Transcript of TRAVEL OREGON & OREGON WILDFIRE IMPACTS 2017 & 2018 … · 2019-08-05 · Nena Complex Springs...
TRAVEL OREGON & OREGON WILDFIRE IMPACTS – 2017 & 2018 July 2019
PRIMARYOBJECTIVES
• Introduce Travel Oregon
• 2017 wildfire economic impact study results
• 2018 visitor perception study results
• Travel Oregon’s wildfire response: before, during, after
• Semi-independent state agency
• Communication with agencies, visitors and industry partners
• Conduct research to measure impact on industry
• Work with tourism industry leaders to drive visitors to areas impacted by wildfire
TRAVEL OREGON
Chetco Bar
High CascadesComplexNena
Springs
Cinder Butte
EagleCreek
Umpqua NorthMiller
Horse Creek/Nash/Jones
MilliHorsePrairie
RhoadesCanyon Whitewater
Naylox0
50
100
150
200
250
0 20 40 60 80 100 120 140
Bu
rned
Acr
es (
Tho
usa
nd
s)
Days
SELECTED WILDFIRES IN OREGON2017
Source: Northwest Interagency Coordination Center
0
50
100
150
200
250
300
350
400
450
500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Rec
ord
ings
of
USG
+ co
nd
itio
ns
AIR QUALITY READINGS OF USG* OR GREATER STATEWIDE, 2000—2017
*Unhealthy for Sensitive GroupsSource: Environmental Protection Agency
DAMAGING FIRERESPONDENT PERCEPTION
9.4%
4.1%
4.1%
6.2%
8.8%
11.5%
12.7%
13.0%
15.0%
18.6%
18.9%
19.8%
20.4%
31.6%
46.3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other fire(s)
Not sure which fire(s)
Cinder Butte
Rhoades Canyon
Naylox
Nena Springs
Horse Prairie
Whitewater
High Cascades Complex
Miller Complex
Umpqua North Complex
Horse Creek/Jones/Nash Complex
Milli
Chetco Bar
Eagle Creek
Percent of Respondents
Which 2017 Oregon wildfires had an impact on your business or organization's operations/performance?
Source: Dean Runyan Associates
REVENUE LOSS DUE TO FIREPERCEIVED CAUSE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Don't know, no apparent reason
problems obtaining supplies necessary to operate
Road closure or other problems with staff access to your location
Fire damage reduced attractiveness of the area
You needed to cancel an event or activity
Evacuation of the area, fire danger at or near your location
Road closure or other problems with customer access to your location
Perceptions of your customers regarding discomfort or danger
Smoke in your area that kept you, your staff and/or custmers away
Percent of RespondentsSource: Dean Runyan Associates
Crook
Wheeler
CurryJackson
Josephine
Douglas
Lane
Washington
Tillamook
Marion
Yamhill
Columbia
Clackamas
Multnomah
Hood
River
Wasco
Gilliam
Morrow
Sherman
Umatilla
Union
Wallowa
Baker
Malheur
Klamath
Lake
Harney
Jefferson
Deschutes
Benton
Coos
Grant
Lincoln
Linn
Polk
N/A
Undetermined
loss up to $1M
loss between $1M and $5M
loss over $5M
(-$0.22M)
(-$0.24M)
(-$0.16M)
(-$0.17M)
(-$0.05M)
(-$0.80M)
(-$0.08M)
(-$0.02M)
(-$0.03M)(-$2.26M)
(-$2.59M)
(-$11.93M)
(-$4.01M)
(-$0.12M)
(-$2.66M)
(-$2.83M)
(-$0.68M)
(-$4.13M)
(-$1.15M)
(-$15.86M)
(-$0.01M)
(-$1.00M)
WILDFIRE RELATED VISITOR SPENDING LOSS2017 BY COUNTY, TOTAL = $51.1 MILLION
Source: Dean Runyan Associates
OREGON WILDFIRE TRAVEL IMPACT, 2017$51.1 MILLION
$4.0
$6.0
$5.3
$4.7
$3.9
$13.9
$13.5
$0 $2 $4 $6 $8 $10 $12 $14 $16
Visitor Air Transportation
Retail Sales
Arts, Entertainment & Recreation
Local Transportation & Gas
Food Stores
Food Service
Accommodations
Spending Lost (Millions)
Destination Spending Loss by Industry(Millions)
Source: Dean Runyan Associates
IMPACTSBY FIRE
$16.9
$5.4
$5.3
$3.7
$3.5
$3.4
$3.3
$2.0
$1.9
$1.5
$0.8
$0.6
$0.4
$2.5
$0 $2 $4 $6 $8 $10 $12 $14 $16 $18
Eagle Creek Fire
Milli Fire
Chetco Bar Fire
Whitewater Fire
Nena Springs Fire
Umpqua North Complex
Jones/Nash/Horse Creek Complex
High Cascades Complex
Miller Complex
Horse Prairie Fire
Rhoades Canyon Fire
Naylox Fire
Cinder Butte Fire
Unspecified
Spending Lost (Millions) Source: Dean Runyan Associates
2017 ADDITIONAL ECONOMIC IMPACTS
• Employment & Economy
• Transportation
• Events:
- Oregon Shakespeare Festival
- Sisters Folk Festival
- Cycle Oregon
• Outdoor Recreation:
- Mt. Jefferson Wilderness
- Columbia Gorge Trails
- North Umpqua River Trail System
2017 STUDY FINDINGS
Negative
Destination
Image
High perceived risk
associated with
wildfires
Declined
Intention to Visit
& word of mouth
Understanding the impact(s) of wildfires on travelers
during the event and the potential long-term impacts.
Fielded online surveys: 2/21/2019 – 3/7/2019
Longwoods International’s panel
2,846 responses :
• 65% Oregon past visitors (2017-2019)
• 35% Oregon non-visitors
2018 STUDYOBJECTIVES & METHODOLOGY
AWARENESS OF WILDFIRESIN-STATE VS. OUT-OF-STATE RESPONDENTS
96%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In-State (Oregon)
Out-of-State
Percent aware of wildfires
KNOWLEDGE OF WILDFIRESVISITORS VS. NON-VISITORS
92.0%
8.0%
38.0%
62.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aware Unaware Aware Unaware
Past Visitors Non-visitors
KNOWLEDGE OF WILDFIRES:SOURCES OF INFORMATION
60%
38%
24%
21%
8%
81%
10%
16%
15%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Media/news outlets
Experienced wildfires in person
Social media
Friend/acquaintance
Travel website
Non-Visitors Oregon Past Visitors
WILDFIRES IMPACTON VACATIONS BY REGION
Coast Region
Portland Region
Willamette Valley
Central Region
Southern Region
Eastern Region
Mt. Hood Columbia River Gorge Region
SHARE OF TRIPS % OF IMPACTED TRIPS
30%
29%
15%
9%
8%
5%
5%
21%
19%
17%
36%
29%
24%
25%
WILDFIRE IMPACTS ON TRIP PLANNING AND VISITOR EXPERIENCE
Visited but experience hampered by smoke
Changed trip to a non-impacted area of Oregon
Postponed travel
Shortened stay
Cancelled travel
% OF IMPACTED VISITORS
60%
28%
17%
16%
9%
WILDFIRE IMAPCTS
DRIVING FACTORS BEHINDE CHANGES IN TRAVEL PLANNING AND VISITOR EXPERIENCE
80%
48%
43%
34%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Poor air quality and/or smoke
Road closures or problems with access tolocations
Fire damage to attractions
Event cancellation
Evacuations
Percent impacted
PERCEIVED RISK ASSOCIATED WITH WILDFIRES WHEN TRAVELING (%)
30
2125
13 12
34
24 23
128
0
5
10
15
20
25
30
35
40
Veryconcerned
Somewhatconcerned
Neutral Not concerned Not at allconcerned
Non-Oregon Visitors
How likely are you to travel within or to Oregon? Next two years
5%
9%
84%
30%
14%
30%
16%
9%
0% 20% 40% 60% 80% 100%
Extremely Unlikely
Unlikely
Neutral
Likely
Extremely Likely
Oregon Past visitors Non-visitors
Please give your best estimate on when you plan to travel to or within Oregon?
35%
22%
19%
4%
1%
3%
6%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Feb- March 2019
April-June 2019
July-September 2019
October-December 2019
Jan- March 2020
April-June 2020
July-September 2020
October-December 2020
84%
80%
79%
77%
78%
89%
84%
83%
83%
83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Great place to experience outdoorrecreation activities
Truly unique scenery
A place I'd really enjoy visiting
Good place to relax
Good for an adult vacation
Percent who strongly agree
Impacted by Wildfires Not Impacted by Wildfires
DESTINATION IMAGEIMPACTED BY WILDFIRE
76%
78%
75%
70%
75%
82%
80%
77%
78%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A place with clean air and good waterquality
Lots of things to see and do
A fun place for a vacation
A safe place to visit
Good for a couples getaway
Percent who strongly agree
Impacted by Wildfires Not Impacted by Wildfires
DESTINATION RATINGSIMPACTED BY WILDFIRE (Cont ’d)
How likely are you to recommend Oregon as a travel destination to others?
53% 18% 17% 4% 7%
0% 20% 40% 60% 80% 100%5=Very likely 4 3 2 1=Not at all likely
LIKELIHOOD TO RECOMMEND OREGONIMPACTED BY WILDFIRE
89%
92%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Impacted by wildfires
Not impacted by wildfires
ORIGINAL ASSUMPTIONS
Negative
destination
image
High perceived risk
associated with
wildfires
Declined
intention to visit
& negative word
of mouth
THE MEDIATOR EFFECT OF DESTINATION IMAGE
Perceived risk
associated with
wildfires
Future travel
intention & word
of mouth
Destination Image
DESTINATION IMAGE MATTERS
Perceived risk associated with wildfires may not diminish travelers’
desire to visit Oregon if they have a positive image of Oregon as a
destination.
TRAVEL SOUTHERN OREG ON WI LDF I RE PERCEPTI ON STUDY RESULTS
SUPPORTING OUR PARTNERS/REGIONSAFFECTED BY WILDFIRESPREVENTION
Wildfire Video• Travel Oregon has put together a PSA wildfire video for Oregon residents and visitors.• https://traveloregon.com/wildfire
Public Agency Wildfire Prevention Messaging• Travel Oregon works with its agency partners, including ODF, ODOT, ODOT, USFS and others, to distribute
targeted messaging to the public around fire prevention.• We are preparing for May Wildfire Awareness Month
Wildfire Toolkit• The safety of our residents and visitors is our first priority and it’s important we’re all providing consistent
messaging regarding wildfires, closures and air quality. This toolkit is developed for Travel Oregon’s industry site:http://industry.traveloregon.com/industry-resources/toolkits/oregon-wildfire-information/
DURING
Travel Oregon Cross-Functional Wildfire Team• Daily wildfire condition updates internally to staff, leadership and welcome centers.• Travel Alerts page provides up-to-date information for visitors in Oregon as well as WA and CA.• www.WestCoastTravelFacts.org – Washington Tourism Alliance & Visit California • Work with Regional Destination Management Organizations to receive timely and on-the-ground
information about how natural disaster is impacting local communities.
RECOVERY
• Natural Disaster Marketing Co-op• Regional Destination Management Organization – 5% annual budget dedicated to
natural disaster response.
SUPPORTING OUR PARTNERS/REGIONSAFFECTED BY WILDFIRES
Thank you