Legislature(2015 - 2016)BARNES 124
02/12/2015 11:30 AM House ECON. DEV., TOURISM, & ARCTIC POLICY
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| Audio | Topic |
|---|---|
| Start | |
| Presentation: Division of Economic Development, Department of Commerce, Community & Economic Development | |
| Presentation: Alaska Travel Industry Association | |
| Adjourn |
* first hearing in first committee of referral
+ teleconferenced
= bill was previously heard/scheduled
+ teleconferenced
= bill was previously heard/scheduled
ALASKA STATE LEGISLATURE
HOUSE SPECIAL COMMITTEE ON ECONOMIC DEVELOPMENT, TOURISM, AND
ARCTIC POLICY
February 12, 2015
11:39 a.m.
MEMBERS PRESENT
Representative Bob Herron, Chair
Representative Louise Stutes
Representative Cathy Tilton
Representative Dan Ortiz
MEMBERS ABSENT
Representative Craig Johnson
Representative Charisse Millett
Representative Adam Wool
COMMITTEE CALENDAR
PRESENTATION: DIVISION OF ECONOMIC DEVELOPMENT~ DEPARTMENT OF
COMMERCE~ COMMUNITY & ECONOMIC DEVELOPMENT
- HEARD
PRESENTATION: ALASKA TRAVEL INDUSTRY ASSOCIATION
- HEARD
PREVIOUS COMMITTEE ACTION
No previous action to record
WITNESS REGISTER
JOE JACOBSON, Director
Division of Economic Development (DED)
Department of Commerce, Community & Economic Development (DCCED)
Juneau, Alaska
POSITION STATEMENT: Provided a PowerPoint presentation
entitled, "Alaska North to Opportunity," and dated 2/12/15.
SARAH LEONARD, President and CEO
Alaska Travel Industry Association (ATIA)
Anchorage, Alaska
POSITION STATEMENT: Provided a PowerPoint presentation
entitled, "The Alaska Travel Industry Association (ATIA)," and
dated February, 2015.
TIM MCDONNELL, Vice-President
TEMSCO Helicopters, Inc.
Juneau, Alaska
POSITION STATEMENT: Provided a brief historical perspective on
the Alaska Travel Industry Association.
ACTION NARRATIVE
11:39:36 AM
CHAIR BOB HERRON called the House Special Committee on Economic
Development, Tourism, and Arctic Policy meeting to order at
11:39 a.m. Representatives Stutes, Ortiz, and Herron were
present at the call to order. Representative Tilton arrived as
the meeting was in progress.
^PRESENTATION: DIVISION OF ECONOMIC DEVELOPMENT, DEPARTMENT OF
COMMERCE, COMMUNITY & ECONOMIC DEVELOPMENT
PRESENTATION: DIVISION OF ECONOMIC DEVELOPMENT, DEPARTMENT OF
COMMERCE, COMMUNITY & ECONOMIC DEVELOPMENT
11:40:05 AM
CHAIR HERRON announced that the first order of business would be
a presentation by the Division of Economic Development,
Department of Commerce, Community & Economic Development.
11:40:38 AM
JOE JACOBSON, Director, Division of Economic Development (DED),
Department of Commerce, Community & Economic Development
(DCCED), informed the committee economic development is the
process of creating wealth through investment and reinvestment
in a community resulting in more jobs, higher incomes, an
expanded tax base, a more diversified economy, business
improvement, and a better quality of life (slide 2). He
continued to explain that economic development is a topic that
extends into every decision and policy in terms of building
communities and educating future leaders. Within DED, there are
three core functions: finance, development, and tourism
marketing (slide 3). Within the finance section, DED
administers and services 11 loan funds with a total principal
outstanding in excess of $200 million, the bulk of which are in
commercial fishing loans; the largest number of loans are in the
commercial fishing sector and the greatest dollar value is split
between commercial fishing and the fisheries enhancement
program. Also, there are small business loan funds such as the
avionics program and the charter fisheries program. Mr.
Jacobson noted the rural development initiative fund is used to
stimulate entrepreneurship and business development in rural
Alaska. He further explained the rural development initiative
fund is an Alaska Industrial Development and Export Authority
(AIDEA), DCCED, fund that is administered by DED, and which is a
very useful and popular fund.
CHAIR HERRON asked about the bulk fuel loan program.
MR. JACOBSON responded that bulk fuel loans are more closely
affiliated with the Division of Community and Regional Affairs,
DCCED. Mr. Jacobson continued with DED's development overview
and listed some of its major initiatives: Alaska Regional
Development Organizations (ARDORs) reauthorization; cultural
tourism; North to Opportunity branding message; unmanned
aircraft systems; Emmonak Port environmental impact study;
statewide business retention and expansion program; Made in
Alaska (Home); and seafood byproducts as related to the Iceland
trade mission (slide 5).
CHAIR HERRON asked for more information on the trade mission.
MR. JACOBSON responded that ten private industry members, one
member from the University of Alaska (UA), and one member from a
local economic development agency were on the mission. In
further response to Chair Herron, he said he was not on the
mission; however, he opined a key point learned on the mission
was that Alaska does not have to be envious of Iceland.
Although there is a lot to be learned from Iceland, Iceland has
the advantage of smaller size, thus allowing better
collaboration between factories and plant managers, which
fosters a cluster development approach. A state geographically
as large as Alaska is at a disadvantage in this regard.
CHAIR HERRON provided an anecdote and expressed his hope that
Alaska can strengthen its relationship with Iceland.
11:47:09 AM
REPRESENTATIVE STUTES asked whether DED has any involvement with
the shellfish industry.
MR. JACOBSON replied that DED works with shellfish farmers and
hatcheries such as OceansAlaska. The division completed an
operational audit of the OceansAlaska hatchery and found that
the existing hatchery, with a nominal investment, could increase
productivity dramatically through basic improvements.
Subsequently, OceansAlaska developed a new business plan and
received a loan to continue its operations. He said he believed
mariculture enterprises need to be self-sustaining, and now that
OceansAlaska has a viable business plan, it may exceed
expectations based upon geoduck and oyster demand.
REPRESENTATIVE STUTES expressed her understanding that shellfish
farmers have difficulty obtaining sufficient seed for growing
geoducks or oysters in order to maintain their farms. She asked
whether DED is in contact with "anybody interested in going in
that direction."
MR. JACOBSON replied that OceansAlaska's mission is to provide
seed to geoduck and oyster farmers in Alaska. The hatchery is
non-profit, similar to Douglas Island Pink & Chum, Inc. (DIPAC),
and supporting its operations would provide jobs in Ketchikan
and the needed seed for shellfish farmers across the state.
11:50:45 AM
MR. JACOBSON, in response to Chair Herron, said prior to his
position at DED, he was the international director with the
Alaska Seafood Marketing Institute (ASMI). Mr. Jacobson
continued listing his division's major initiatives, adding
minerals promotion and trends, and opportunities in the maritime
industrial services sector (slide 5). To report on the
foregoing initiatives in more detail, he returned to the first
initiative, the ARDOR program, and informed the committee the
program was reauthorized by House Bill 71 [passed in the 28th
Alaska State Legislature]. After reauthorization, grants were
issued to participants, although two organizations were removed
from the program: Interior Rivers and Lower Kuskokwim Economic
Development Council. A new representative for that region, the
Association of Village Council Presidents (AVCP) became the
newest ARDOR. Also, DED is working with ARDORs to increase
accountability and performance measures, and to ensure
demonstrable results from their tasks. Turning to the Made in
Alaska (Home) initiative, Mr. Jacobson said a home was built in
Anchorage by a contractor working closely with DED to feature
Alaska-made cabinets, countertops, and other locally-
manufactured products (slide 12). Concurrently, DED began
working with the Cold Climate Housing and Research Center
(CCHRC) and AVCP to study integrated truss design homes for the
Lower Kuskokwim area. Again, the goal is to help AVCP develop a
business plan for a truss plant and sawmill to provide lumber
for local housing needs.
11:55:25 AM
MR. JACOBSON directed attention to the Northwest Cultural
Tourism and Native Arts initiative, which is tasked to stimulate
tourism in rural Alaska using cultural aspects as a base for
tourism. Last summer DED hosted a familiarization tour for tour
operators, visiting Kotzebue, Nome, White Mountain, Council, and
Savoonga. The next step is for DED to work in the region to
bolster its capabilities and capacities in order to offer a
broader and more consistent experience for both the tour
operators and the communities in the region (slide 7). Alaska
North to Opportunity brochures were developed to promote Alaska
as a good place for business opportunities. The brochures focus
on Alaska's general business climate, opportunities in unmanned
aircraft systems, and natural resources (slide 8). A separate
initiative that was focused on Alaska's unmanned aircraft system
industry development came from a request for support from the
Fairbanks North Star Borough ARDOR. Along with UA Fairbanks
(UAF), DED attended the Association for Unmanned Vehicle Systems
International trade show in Orlando. Mr. Jacobson said DED's
presence at the trade show led to negotiations with a company
that is a leader in delivering aviation training solutions, and
which has evaluated potential facility sites in Alaska (slide
9).
11:59:16 AM
CHAIR HERRON acknowledged the work done by Representative
Shelley Hughes in this regard.
MR. JACOBSON referred to a document provided in the committee
packet entitled, "Unmanned Aircraft Systems Economic Development
Strategy for Alaska," which was an overview of past and proposed
efforts on this topic. He cautioned that although Alaska has an
early lead because of its air space and destination as a test
site, other states are aggressive competitors for this industry,
and are offering research and development tax credits. The next
initiative discussed was the Iceland Trade Mission, which
originated from Senate Bill 71 [passed in the 28th Alaska State
Legislature]. Senate Bill 71 extended the value-added seafood
salmon processing tax credit, expanded the tax credits to
include herring, and affected can size manufacturing and by-
products. The trade mission to Iceland was facilitated by DED
with delegation members participating at their own expense. It
was learned that Alaska's companies are "pretty technically
advanced," in fish processing. Mr. Jacobson directed attention
to DED's statewide Business Retention and Expansion Program,
noting that DED hosts workshops and provides software solutions
to a variety of communities across the state. The software
allows economic development organizations to reach out to the
local business community. Workshops have been arranged for
Soldotna, Juneau, Ketchikan, Haines, Kodiak, Fairbanks,
Anchorage, Palmer, and Homer (slide 11).
12:01:58 PM
REPRESENTATIVE ORTIZ surmised the workshops were in locations
throughout the state.
MR. JACOBSON said correct. Workshops would be carried out
through the rest of the year. He added that most of the funding
for this initiative was provided through a federal grant; DED
has made in-kind contributions of staff time. In response to
Chair Herron, he said he was unsure of the time and location of
the next workshop.
REPRESENTATIVE STUTES asked for a schedule of the workshops.
MR. JACOBSON displayed a slide of DED's trade booth (slide 13.
In the venue of minerals promotion, DED has been attending
conferences in Canada. At the trade show in Vancouver, the
trade booth showcased 12 different exploration and development
companies, along with representatives from AIDEA and the
Department of Natural Resources (DNR). Alaska is an extremely
pro-mining jurisdiction, and he stressed the importance of
discrediting "the perception that you can't get a project done
here, when in actuality that's not the case," as evidenced by
the success of mining in the state. The division also produced
the Alaska Minerals Industry Report (slide 13). The Trends and
Opportunities in the Alaska Maritime Industrial Support Sector
initiative commissioned a report that defined the entire Alaska
fleet. Every community was represented and every vessel
operating in Alaska was specifically identified. Findings from
the report informed Alaska's future roles in shipbuilding and in
maximizing the value of its existing fleet (slide 14).
12:07:02 PM
MR. JACOBSON stated that the Arctic Shipping initiative was
being conducted by Dr. Lawson Brigham and would be distributed
to the committee upon completion (slide 15). Turning to DED's
tourism marketing program, he noted that DED worked very closely
with the tourism private sector before the Alaska Tourism
Marketing Board (ATMB) was established; programs have now been
transferred to ATMB (slide 16). Highlights of the program are:
generation of almost 800,000 consumer information requests;
return on investment is over $100; continued relationship with
Icelandair; worked on additional air routes; worked closely with
Canadian governments to promote road travel; public relations
work that yielded $44 million in advertising equivalent; and
1,700,000 site visits to TravelAlaska.com (slide 17). The
marketing program is focused on generating awareness and
translating awareness into visits by generating new high-
potential prospects in North America, and raising
awareness/interest among North America consumers. He
characterized the program as one of conversion and awareness
through various approaches, also supported by travel planners
and other tactics (slide 18). The primary target market for
Alaska visitors remains 45-65 years of age, affluent, married,
college-educated, frequent travelers, and previous visitors
(slide 19). Generating requests for travel information is by
online advertising, magazine advertising, direct mail, and
television (slide 20). Almost 500,000 state vacation planners
are sent out and are very effective, with a 10 percent
conversion rate in the first year and a 5 percent conversion
rate for years two, three, and four (slide 21). Also
distributed by mail is the "It's within your reach" brochure,
which is designed to pique interest and provide encouragement to
travel (slide 22).
12:12:12 PM
MR. JACOBSON explained costs for the "North to Alaska" brochure
are split with Canadian partners and the brochure works well to
encourage a driving vacation through western Canada and into
Alaska (slide 23). Television advertising runs on national
broadcast television, and TravelAlaska.com is a tremendous
resource translated into multiple languages: German, Japanese,
Korean, Spanish, and Chinese (slides 24-26). The web site is a
cost-effective approach to key markets as no money is spent on
advertising overseas.
CHAIR HERRON asked for most effective method of advertising.
MR. JACOBSON advised television advertising creates a tremendous
amount of awareness, especially for travel. Also, the role of
public relations and articles that are not "selling" is
important to the younger target audience.
CHAIR HERRON asked about reality shows.
MR. JACOBSON offered that some are considered bad publicity;
however, they keep the state before the public. He said he did
not have "good statistics on measuring that." The new Alaska
Highway travel web site promotes road travel; in fact, he was
optimistic that road travel may increase this year because gas
prices have gone down (slide 27). Returning to public
relations, he said DED hosts the Alaska Media Road Show which
brings together 40 Alaskans representing different companies and
regions to present to travel journalists. This year the theme
was cultural tourism, and the event featured organizations from
across the state (slide 28). From the media road show, travel
stories are generated and published in magazines such as the
Alaska Airlines Magazine, promoting tourism and business
development (slide 29).
12:17:47 PM
MR. JACOBSON recalled the "Today" show filmed in Juneau last
year, highlighted by a tremendous display of support from the
community. The department provided support, ideas, and
coordination to the production, but there was no direct cost
(slide 30). He continued to other events in which DED
participates around the world: travel trade events and co-
promotion with Icelandair (slides 31-33). Mr. Jacobson returned
to collaboration with the private sector, noting ATMB held its
inaugural meeting 1/5/15-1/6/15. Representative Hughes serves
as the House designee on the board, and members are invited to
attend (slide 34).
REPRESENTATIVE ORTIZ has heard concerns from shellfish farmers
about the impact of state regulation on the shellfish industry.
He asked where farmers should be directed for answers to their
questions.
MR. JACOBSON suggested that they contact him. Depending on the
concern, questions may be directed to DNR or the Department of
Environmental Conservation (DEC). He acknowledged that
permitting in Alaska can be tedious, but is less challenging
than in many other jurisdictions. He cautioned that upcoming
budget cuts need to be tempered by their possible effects on
quick responses from government to some of the challenges of the
industry, such as product testing.
12:22:39 PM
CHAIR HERRON referenced an earlier request to Representative
Tilton, chair of the House Community and Regional Affairs
Standing Committee, to assume the task of recommendation 1D,
[promote entrepreneurship and enterprise development] of the
Alaska Arctic Policy Commission Implementation Plan issued
1/30/15. He asked Mr. Jacobson to comment.
MR. JACOBSON replied that improving entrepreneurship and
business development in any region of Alaska has to be a
holistic approach, ranging from basic services to education to
successful small businesses. His division has been working with
the Cold Climate Housing Research Center on a more community-
driven approach to community development to address issues in a
concerted approach, and thereby have community involvement from
the beginning. The ARDORs program does not have full
representation across the state, particularly in the Arctic
region, and increasing access to funds such as the Rural
Development Initiative Fund, DED, DCCED, should be explored, as
access to capital for small business is very important; in fact,
the fund is often expended to its maximum limit. In addition,
cultural and rural tourism present opportunities, as does the
technology of unmanned aircraft in application at Fort
Wainwright. Studies have shown that available career paths keep
young people engaged in their communities.
12:26:12 PM
REPRESENTATIVE TILTON expressed interest in further discussion.
12:26:26 PM
The committee took an at ease from 12:26 p.m. to 12:28 p.m.
^PRESENTATION: ALASKA TRAVEL INDUSTRY ASSOCIATION
PRESENTATION: ALASKA TRAVEL INDUSTRY ASSOCIATION
12:28:15 PM
CHAIR HERRON announced that the next order of business would be
a presentation by the Alaska Travel Industry Association (ATIA).
12:28:24 PM
SARAH LEONARD, President and CEO, Alaska Travel Industry
Association (ATIA), provided a PowerPoint presentation entitled,
"The Alaska Travel Industry Association (ATIA)," and dated
February, 2015. She informed the committee the Alaska Travel
Industry Association (ATIA) is the state's leading statewide,
nonprofit, membership organization for the travel industry.
With over 600 members, ATIA advocates for a healthy tourism
industry and helps promote Alaska as a premier travel
destination. The membership is diverse and includes businesses
across the state from bed and breakfast owners, tour guides,
small and large cruise ship companies, and community convention
and visitor bureaus (slide 3). Members provide quality
experiences in national and state parks (slide 2). Most of the
members are small or medium business; in fact, 73 percent have
less than 20 employees (slide 3). Member services include those
of a traditional membership-based trade and industry
association; for example, ATIA hosts the largest gathering of
tourism professionals during its annual convention and trade
show. This year the event will be in Juneau 10/5/15-10/8/15,
and will feature a cultural arts and heritage tourism summit
(slide 4). One of ATIA's goals is to increase the quality of
the tourism industry through education and training
opportunities, thus ATIA has enhanced its web site by providing
access and information on tourism training and professional
development opportunities (slide 5).
12:31:11 PM
CHAIR HERRON acknowledged the presence of the Kenai High School
basketball team and his grandson Keith Ivy.
MS. LEONARD pointed out ATIA supports tourism industry
scholarships for Alaska students through its foundation.
Scholarships have been distributed to over 150 students and this
year $20,000 in scholarships will be recommended. Scholarships
are supported by individual and business donations, and through
the Pick.Click.Give - charitable contributions program (slide
5).
REPRESENTATIVE ORTIZ said one of his constituents was pictured
on slide 6.
MS. LEONARD stated the photo on slide 6 was of a student who
received the Kris Geldaker Memorial scholarship. In further
response to Representative Ortiz, she said the scholarships are
for continuing education and for high school students to
interest them in pursuing careers in the travel industry.
MS. LEONARD continued to explain that ATIA acts as a link to
marketing for members through co-operative marketing
opportunities available to businesses and other services at
trade shows. As a long-time partner with the state, the ATIA
team is expert at marketing tourism and supporting its members
and the industry with education and global networking
opportunities. The organization has been operating for over 30
years, and is flexible in the way it implements services and
programs for the benefit of its members (slide 7). The results
are that Alaska's visitor industry is an economic engine for the
state, and after reinvestment in tourism marketing by the state,
Alaska attracted almost two million visitors last year.
Visitors helped generate over $100 million in state revenue and
$78 million in municipal revenue through taxes and fees. One in
eleven Alaska jobs are within the visitor industry, and visitors
spent $1.8 billion in the state. Further, $1.24 billion in
labor income was created by tourism (slide 8).
12:36:07 PM
MS. LEONARD concluded that with reinvestment in tourism
marketing, tourism works for Alaska (slide 9). In 2013, there
was an almost 7 percent increase in summer visitation, and with
winter visitation there was a total of almost two million
visitors. A 2 percent drop in 2014 was attributed to a
reduction in cruise capacity; however, the prediction is for an
increase in 2015 (slide 10). One million summer visitors
traveled by cruise ship, 38 percent came by air, and 4 percent
drove the highway or traveled on the Alaska Marine Highway
System (slide 11). Over 80 percent of visitors came from the
Lower 48, 10 percent were international visitors - not including
Canada - and 7 percent were from Canada. Primary international
markets are the United Kingdom and Australia (slide 12). Ms.
Leonard noted that increasing interest in the Arctic from all
markets is an opportunity for businesses and communities in the
Arctic region. Overall, Southeast, Southcentral, and the
Interior attracted the highest number of visitors, Southwest
received 4 percent, and the Far North received 2 percent of
visitations. Even small increases in tourism have a major
impact on the Far North; for example, in 2012-2013, total
visitor spending was $30 million, 300 jobs were created, and
there was a labor impact of $12 million (slide 13). She advised
that ATIA is the voice for small and large businesses at policy
discussions regarding reinvesting in tourism marketing. Last
year ATIA worked to pass Senate Bill 194 [passed in the 28th
Alaska State Legislature] which created the Alaska Tourism
Marketing Board (ATMB) in order to have government and industry
execute a tourism marketing plan for Alaska. The board consists
of 18 industry representatives recommended by ATIA, and
representatives from the Department of Commerce, Community &
Economic Development (DCCED), and the legislature.
12:39:54 PM
REPRESENTATIVE STUTES asked for the sources of ATIA's funding.
MS. LEONARD responded that ATIA's funding is through membership
dues, its annual convention, and its state contract to implement
a marketing plan. In further response to Representative Stutes,
she advised that ATIA is a nonprofit association and is self-
sustaining.
CHAIR HERRON recalled that tourism marketing is always a high-
profile item.
MS. LEONARD returned attention to ATMB, noting that the board
reviewed applications and recommended qualified candidates and
programs (slide 15). Program recommendations from ATIA to ATMB
were illustrated (slide 16). She stressed the importance of
having professional industry insight in a tourism marketing
plan. Additional issues addressed by ATIA include public land
issues, arts and cultural resources, permitting processes,
economic development, and the growing interest in the Arctic.
In fact, the legislature's interest in the growth of tourism in
the Arctic region is welcome and timely. The tourism industry
seeks involvement when the state and federal governments are
discussing policy affecting Alaska's Arctic, and through the
Arctic Council. The tourism industry wants to be on the
forefront of issues in the region such as the available
community resources, access, infrastructure, safety issues,
communications, monitoring, investment costs, and whether Arctic
communities are ready for, or want, increased activity and
visitation (slide 17). Ms. Leonard advised ATIA would be
addressing the aforementioned issues and other topics at an
Arctic Tourism Panel to be held on 10/5/15 during its convention
in Juneau. Members of the legislature are invited to attend.
She concluded, expressing her belief that tourism is a renewable
resource, and ATIA members work to market Alaska to visitors
thus are proud of the economic and quality of life benefits the
tourism industry brings to Alaska.
12:44:06 PM
CHAIR HERRON asked whether Craig Fleener, the governor's Arctic
policy advisor, asked her to be a member of host committee for
the Arctic Council.
MS. LEONARD said no.
CHAIR HERRON stated that the committee would contact Mr. Fleener
in writing on this matter.
REPRESENTATIVE ORTIZ directed attention to slide 13, and noted
the low percentage of visitations for the Far North. He asked
whether there has been any growth in tourism in this region.
MS. LEONARD said the percentage for this region has remained
stable for many years, but she has heard anecdotal evidence from
Arctic tourism operators that more visitors are making
reservations for the upcoming summer. In further response to
Representative Ortiz, she said ATIA and its partners have a
focus on promoting winter tourism activities; in fact, members
seek to grow winter tourism.
12:46:51 PM
TIM MCDONNELL, Vice-President, TEMSCO Helicopters, Inc.,
provided a brief history of his experience in the travel
industry. He said tourism in Alaska has made incredible
progress over the last 45 years, but "we're only at the tip of
the iceberg of where this thing can go." The Alaska Travel
Industry Association is a young, but very progressive,
organization of which he is proud.
REPRESENTATIVE ORTIZ asked whether the ideas of the Alaska brand
and Alaska's image are "holding up."
MR. MCDONNELL said that Alaska always attracts interest;
however, the travel industry is very complicated and
competitive, and marketing efforts are extremely important.
CHAIR HERRON asked Ms. Leonard to work with Rob Earl and craft
relevant correspondence to Mr. Fleener.
12:50:56 PM
ADJOURNMENT
There being no further business before the committee, the House
Special Committee on Economic Development, Tourism, and Arctic
Policy meeting was adjourned at 12:50 p.m.
| Document Name | Date/Time | Subjects |
|---|---|---|
| EDA - ATIA Overview 2.12.15.pdf |
HEDA 2/12/2015 11:30:00 AM |
|
| EDA - DCCED Overview 2.12.15.pdf |
HEDA 2/12/2015 11:30:00 AM |