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.