2005 research reveals positive impact of Bicentennial

Figures just released from the Idaho State Tax Commission, and results from a regional visitor survey, reveal that the Lewis and Clark Bicentennial brought significant economic benefits to North Central Idaho in 2005.

Lodging sales through November 2005 totaled $19.6 million in the five-county region (Clearwater, Idaho, Latah, Lewis & Nez Perce), a calendar year-to-date increase of 12 percent over the same period in 2004 (compared to 9 percent statewide). During the peak tourist months of June through September, sales were up 15 percent over 2004. Peak season sales were particularly strong in the counties along the Lewis & Clark Trail that hosted Bicentennial events in September: Nez Perce County lodging sales increased 26 percent in 2005 compared to 2004, Clearwater County increased nearly 47 percent, and Lewis County increased 19 percent. Idaho and Latah Counties saw more modest peak season increases of 12 percent and 1 percent respectively. Latah County peak season lodging sales increased 18 percent in 2004 over 2003, so the more modest percentage in 2005 was anticipated.

"We are extremely pleased," said North Central Idaho Travel Association (NCITA) spokesperson Lorraine Roach. "Lodging sales are a leading indicator of overall tourism activity, because visitors who stay overnight also spend money on dining, shopping, entertainment, guided tours and other activities. A priority goal of NCITA in 2005 was to exceed $20 million in regional lodging sales, and if December sales are similar to 2004, we will surpass that goal with a comfortable margin. We have set the bar even higher for 2006: our goal is to exceed $22 million in lodging sales this year."

That goal is well within reach, as the Nez Perce Tribe and North Central Idaho will be hosting the Summer of Peace National Lewis & Clark Bicentennial Signature Event in June, one of only 15 such events along the 4,000-mile trail.

"A number of group tours and conferences already are booked in the region for the Signature Event, and inquiries are coming in regularly from across the U.S. and Europe," according to Roach.

The core activities of the Summer of Peace event will take place from June 14-17, but a number of related events will begin in late May and continue through June. Additionally, the recent designation of U.S. Highway 12 and State Highway 13 as the Northwest Passage All-American Road, one of the top 27 drives in north America, will attract more visitors, she said.

North Central Idaho recently has been featured in several national and European travel magazines, TV shows and web sites, generating interest in the region's Nez Perce culture, historic attractions, accommodations, local communities, and outdoor recreation activities. The North Central Idaho Travel Association hosted several travel writers in 2005, and responded to numerous inquiries from journalists, tour operators and travel agents.

From early June to late October, NCITA and the State Tourism Division conducted a survey of visitors to the region. More than 6,800 surveys were completed at 25 locations throughout the region, and the results reveal that the Lewis & Clark Bicentennial was a significant factor in attracting visitors:

• More than half of survey respondents (54 percent) reported that they would visit a Lewis & Clark site or event during their trip. Sixty percent of the first-time visitors and those traveling for sightseeing/driving tours reported Lewis & Clark activities.
• Nearly one-in-four of survey respondents (23 percent) stated that the Bicentennial Commemoration was "very" or "somewhat" important in their decision to travel to north central Idaho this year.
• Twenty-three percent of respondents said that the primary reason for their trip was "visiting an historic or cultural attraction" or "following the Lewis & Clark Trail," a significant percentage for a region that traditionally has been known only for its outdoor recreation attractions and university/college-related events.
• For 19 percent of visitors, the primary reason for visiting North Central Idaho was a sightseeing or driving tour, a very positive finding for future promotions highlighting the region's new All-American Road and its other designated scenic, historic and backcountry byways.
• Eighteen percent of visitors were traveling in the region primarily for outdoor recreation activities. The top outdoor activities among all survey respondents were wildlife viewing (47 percent), camping (33 percent), hiking (28 percent), bird watching (20 percent), fishing (19 percent), boating/water sports (16 percent), rafting/kayaking (15 percent), biking (11 percent), off-roading (7 percent), horseback riding (6 percent), backpacking (5 percent), and golf (5 percent).
• Lewis & Clark travelers are affluent visitors: 30 percent of those following the Lewis & Clark Trail earn $100,000 or more annually, and another 19 percent of them earn $75,000-$99,999, compared to 25 percent and 16 percent of all respondents respectively.

"Businesses who understand the heritage and cultural traveler and cater to their needs have done very well during the Bicentennial," according to Roach. "A good example is Odyssey Tours, owned by Becky Cawley of Lewiston. Becky's Lewis & Clark interpretive tours have been full every summer since 2000, and her guests pay $2,500-$3,500 each for a six or seven day trip. Her rate of repeat guests and referrals is very high, because she understands the heritage/cultural traveler and how to serve them."

The survey also revealed that the most important information sources for visitors were the Internet, friends and family, chamber offices/visitor centers, and brochures/travel guides. Peak days for visitation were Friday through Sunday, so it is important for visitor centers and chamber offices to provide information on weekends.

In 2006, the North Central Idaho Travel Association's marketing efforts will continue to focus on Bicentennial events and activities, as well as the region's extraordinary outdoor recreation and community attractions. As the lead tourism marketing and development organization in North Central Idaho, NCITA is working with the Nez Perce Tribe, regional businesses, chambers of commerce, and state and federal agencies in this effort. The NCITA Board of Directors currently is updating its Strategic Marketing Plan for 2006-2008, based on the final visitor survey results. For more information, contact NCITA at (208)983-2175, or info@northcentralidaho.info.