Getting turned on in the off season

Earlier this month a national speaker came to the Mat-Su Valley and delivered a thought-provoking presentation geared to increasing tourism related business during the "Off" season (frequently referred to as fall/winter/spring when fewer visitors arrive in the state).

Joe Vaneto, known as the "Opportunity Guy," forced the audience to search deep into the creative side of their brain for new opportunities to bring more visitors during the slow months. He succeeded in getting the group to think outside the box, and discover a list of new opportunities to grow tourism.

First, he had us define our off season and describe what else is going on during that time period.

He gave some great examples of destinations that have redefined their so-called off seasons.

Vancouver, B.C. for example has renamed the slow time (which runs November to April) the entertainment season and visitors now flock to the city to experience the many entertainment venues. Veneto encouraged us to turn our off season into the "opportunity" season.

Next he advised our group to identify the themes, threads, trends and traditions during our off season, and begin putting the pieces together into product ideas.

Education is a growing trend to take advantage of in creating new visitors. Learning about history or experiencing a new sport such as dog sledding were sighted as ides to explore in expanding our off season.

A growing segment of travelers are independent women, the steel magnolias as they were described. These groups of travelers are an ideal target to market our destination and products. Check out the Web site girlfriendsgetaways.com for examples of how a Pennsylvania convention and visitors bureau is capitalizing on this growing market by promoting shopping and spa treatments to women.

Creative thinking is key to growing the off season, and Veneto challenged our group to brainstorm and discover the uniqueness of our region and what it has to offer visitors.

Partnering and packaging are essential in designing these new products.

For example, if you own an accommodation such as a bed and breakfast, identify local operators to package with your business.

Develop itineraries that include activities, events and attractions to promote our off season, and you'll have good results.

Here is a great example. You have a three-room bed and breakfast that is vacant much of the winter.

Put together a package, "Winter, No Experience Necessary." Include a guided snowmachine tour and an afternoon training to ride a dog sled. Partner with a transportation vendor to bring the guests to your door.

Provide meals and a local attraction such as a visit to Iditarod Headquarters and price the package all-inclusive. Packages are a good way to attract people to a number of different sites in the Valley.

I am convinced we can grow our off season here in the Mat-Su Valley. Put on your thinking cap and identify the many opportunities we have right here in our backyard.

A quote included in the handout materials of the presentation describes this process clearly.

"Creativity is the making of the new and the rearranging of the old." -- Mike Vance, Disney Corporation.