Legislature(1995 - 1996)
04/13/1995 02:37 PM House ITT
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* first hearing in first committee of referral
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+ teleconferenced
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HOUSE SPECIAL COMMITTEE ON
INTERNATIONAL TRADE AND TOURISM
April 13, 1995
2:37 p.m.
MEMBERS PRESENT
Representative Beverly Masek, Chairman
Representative Alan Austerman, Vice Chairman
Representative Brian Porter
Representative Caren Robinson
MEMBERS ABSENT
Representative Jeannette James
Representative Pete Kott
Representative Irene Nicholia
COMMITTEE CALENDAR
PRESENTATION: Program Marketing in Alaska
Special Sneak Preview: Alaska Video Concept
Ecotourism Presentation - Scheduled but was cancelled
WITNESS REGISTER
ROBERT CLARK, Former Media Director
Governor Hammond
Address unavailable
Telephone: Unavailable
POSITION STATEMENT: Supported Entertainment Programming
DAVID STANCLIFF, Legislative Assistant
to Representative Masek
Alaska State Legislature
State Capitol Building, Room 418
Juneau, AK 99801
Telephone: (907) 465-2679
POSITION STATEMENT: Reviewed film regarding tourism in Alaska
ACTION NARRATIVE
TAPE 95-7, SIDE A
Number 004
The House Special Committee on International Trade and Tourism
was called to order by Chairman Beverly Masek at 2:37 p.m.
Members present at the call to order were Representatives Masek,
Austerman, Porter and Robinson. Members absent were
Representatives James, Kott and Nicholia.
Number 096
ROBERT CLARK, Former Media Director under Governor Hammond,
related the past experience of Congress' attempt to take away
Alaska's severance tax. A national poll showed the majority of
people in the country would support Congress in taking Alaska's
severance tax because they had no idea what Alaska's unique
circumstances were. The Governor's Office put together a
national communications effort that was centered on a national 60
minute prime time documentary television program that penetrated
96 percent of U.S. television markets. It created such a change
in public attitudes toward Alaska that it helped defeat the idea
of taking away Alaska's severance taxes.
MR. CLARK said he is convinced that the Alaska tourism marketing
strategy, since 1975, has done a great deal for the state but has
become very much out of balance with what the potentials are,
especially with the proliferation of cable channels. Marketing
Alaska tourism in 30 or 60 second spots on programs is not only
the most expensive means of advertising, it's also ineffective.
People don't plan their travel vacations surfing through programs
for advertising spots.
MR. CLARK noted the single largest complaint around the state is
regarding generic advertising. The cities, villages and regions
complained that their towns or facilities were never being
marketed. The Alaska Visitors Association's (AVA) explanation
was that it's impossible to get everybody's specific site in a 30
or 60 second ad. But for less money, it's feasible to get
everybody's message and activities in on an entertainment context
in a full length program. This is a marvelous concept that the
state of Alaska should participate in or at least seriously
consider in balance with the generic 30/60 second expensive spots
that have been used to market Alaska tourism.
Number 235
MR. CLARK placed importance on the fact that many people in the
rest of the world are fascinated by Alaska. That's a perfect
setting for entertainment programming. For example, tourism
increased by virtue of the television show, Northern Exposure,
which has little to do with real Alaska. The Nitty Gritty Dirt
Band tourism program on the Alaska Highway for the 50th
Anniversary was a great return on a minimal expenditure. The
return on entertainment programming will prove enormous.
REPRESENTATIVE ALAN AUSTERMAN questioned the effectiveness on the
European market.
MR. CLARK responded that entertainment programming would be
considerably effective whereas generic advertising couldn't
possibly compete. A soundtrack is a lot easier to change or dub
than to mount an entirely new advertising campaign.
Number 295
CHAIRMAN BEVERLY MASEK asked for him to expand on the Destination
Alaska Program. She asked if the study resulted in a report and
if it was implemented?
MR. CLARK replied that Destination Alaska was a project sponsored
by the AVA in 1991. He was contracted to set up forums in about
30 different Alaskan communities to determine what they wanted
tourism to be in the twenty-first century, to chart a blueprint
for tourism in the future, and their feedback on the current
marketing programs. The most frequently expressed comment was
that the people of Alaska wanted site specific marketing not just
the generic marketing displaying an eagle, a moose, a whale, a
boat and an airplane. That gave rise to the Nitty Gritty Dirt
Band Alaska Highway special which produces a great increase in
the number of people who are driving the highway for tourism now.
Number 345
MR. CLARK affirmed that several reports were indeed done and they
should be available through the Division of Tourism. To his
knowledge, they have not been used to effect any change in the
tourism marketing in the state.
MR. CLARK commented that when it comes to media, you get more
time and more message for less money in programming than you can
possibly get with advertising. Programming is a long-term
investment that keeps paying off whereas, a 30 or 60 second spot
is temporary and more costly. Tourism is going to be the
mainstay industry as Alaska's other finite resources dwindle and
disappear.
Number 473
DAVID STANCLIFF, Legislative Assistant to Representative Masek,
made introductory comments on the film being presented called,
"Colorado...Picture Perfect." It's a 30 minute site specific
marketing program for the price of one Super Bowl commercial
spot. The program would air internationally with a guaranteed
audience of one billion viewers or more within a three to five
year period at a total cost of $450,000.
The film opens with host, John Denver introducing and following
three expert photographers taking pictures in and of Colorado in
winter. He visits recreational places such as ski resorts and
shows winter time activities like snow machining. We follow
photographer Norm Clasen on the slopes and watch him capture
skiers plowing through the powder. The next scene puts us on a
train and enjoying the scenery of Colorado by rail.
John Denver visits places rich with history and relates some of
the legends. Judy Griesedieck photographs the old, quaint
buildings of Telluride. John Denver takes us cross country
skiing and later, horseback riding. Jeff Aaronson captures on
film the first American male to win a medal in the winter
Olympics. We view Judy as she takes a helicopter flight in the
mountains.
TAPE 95-7, SIDE B
Number 009
The film depicts mountain climbers and more skiers. The next
scene shows dog sled teams racing along the countryside. We then
watch people slide down hills on inflated inner tubes. We see
people ice skating on a pond and, still more skiers as John
Denver sums up Colorado as being picture perfect.
Mr. Stancliff further informed the committee about the producer
of the film. Rodney Jacobs will be here to make a presentation
to the legislature to show what he can do for the state of
Alaska.
ADJOURNMENT
There being no further business before the committee, CHAIRMAN
MASEK adjourned the meeting at 3:35 p.m.
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