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Qualla 2020: Diversifying the Qualla Economy Second Meeting March 21, 2014
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Qualla 2020:Diversifying the Qualla Economy
Second MeetingMarch 21, 2014
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Agenda - Morning
9:00 Welcome and Introduction
9:15 Information from CEDS Process
9:45 Tourism Trends and Challenges
10:45 Develop Options for Cultural and Heritage Tourism
12:00 Lunch
Agenda - Afternoon
12:30 Recommend Options for Detailed Investigation
1:30 Review Focus and Membership for Task Teams
2:30 Next Steps, Assignments
3:00 Adjourn
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Qualla 2020 Goals
The purpose of the Qualla 2020 Project is to diversify the Cherokee economy and reduce its risks so that it can better ensure the well-being of the Cherokee population into the future.
In order to do this, the Qualla 2020 Project will seek to mitigate the dependence of the economy on gaming revenues, and to develop and expand businesses in ways that uphold the core values of the Cherokee people.
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Qualla 2020 Process
Six Committee meetings Tuesday, February 25, 9:00 am – 3:00 pm Friday, March 21, 9:00 am – 3:00 pm
Yellow Hill Activity Center (Old Hardware Store) Wednesday, April 23, 9:00 am – 3:00 pm Wednesday, May 21, 9:00 am – 3:00 pm Friday, June 27, 9:00 am – 3:00 pm Tuesday, July 15, 9:00 am – 3:00 pm
Task teams will meet by phone between Committee meetings to develop detailed action plans for Committee review
Committee will choose action plans to recommend to EBCI Administration, EBCI Tribal Council and Cherokee Preservation Foundation
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Action Plan Definition
Action plan criteria: Achievable with the resources controlled by institutions and
individuals on the Qualla Boundary Create visible differences within a year or two Support traditional Cherokee values and culture
Action plan elements:
Goal Participants Activities Organizational leadership Resources required Funding sources Timeline
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Agenda - Morning
9:00 Welcome and Introduction
9:15 Information from CEDS Process
9:45 Tourism Trends and Challenges
10:45 Develop Options for Cultural and Heritage Tourism
12:00 Lunch
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Strengths: Tourism Industry Assets
Cherokee Culture -- The Southeast Tourism Society named the Cherokee, NC area the Travel Attraction of the Year in 2006
Harrah’s Cherokee Casino Overall gaming revenues dropped after 2007; now recovering Opened a new 23-story hotel tower and greatly expanded gaming
space Opened 3500 seat entertainment venue Opened several new food and dining venues
Ruth’s Chris Steakhouse Brio Tuscan Grille Others
Gateway Community for Great Smoky Mountains National Park
The nation's most visited national park in 2012 Nine million visitors spent over $818 million in the gateway
communities surrounding the Park Southern terminus to Blue Ridge Parkway
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Strengths: Tourism Industry Assets
Cultural attractions: Unto These Hills, Oconoluftee Indian Village, Cherokee Museum, Qualla Arts and Crafts
Improved Tourism Amenities and Infrastructure Opened Robert Trent Jones-designed Sequoyah National Golf
Club in 2009 Named the 9th Best Course in North Carolina by GOLF MAGAZINE
in 2010 Design Team included Notah Begay III, a Native American Golf
Celebrity and philanthropist Completed major renovations of “Downtown” Cherokee Opened the Cherokee Action Sports Park in 2011, one of the
largest skateboard and BMX bike parks in North Carolina Reopened the newly renovated the Cherokee Fun Park in
2011, a popular arcade, go cart track and entertainment facility
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Strengths: Infrastructure / Natural Resources
Transportation – Ample access to region’s commercial and population centers
Telecommunications – Excellent broadband access through BalsamWest Fiber Net
Deployed approximately 300 miles of underground fiber that serves 10 counties in NC, GA & TN
The joint venture with Drake Enterprises positions the Tribe for future growth in this area
The Environment -- The Boundary has a highly desirable natural environment that is attractive for tourism, particularly in summer and fall.
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Strength: Access to Federal Resources
Awards for Economic Development projects received from the federal government since 2007:
Old #4 Sewer Line (HUD-ICDBG) $447,187 Soco Sewer Line (EDA) $1,000,000 Tsali Care Center (ICDBG) $487,500 EBCI Facility Retrofit (DOE)
$200,000 EBCI Streetlight Retrofit (DOE) $253,100 Strategic Energy Plan (DOE) $100,000 Partnership Planning Grants (EDA) $319,740 Electronic Fishing Licenses (HHS/ANA) $213,000 Digital/3D capacity a Theatre (USDA RBEG) $200,000 GIS Grant (ANA) $151,000 Total $3,371,527
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Weakness: Lack of Significant Diversity in Economic Base
Tourism-Based Economy Heavy dependence on gaming revenue
Tourists who come for gaming unlikely to be interested in cultural aspects of Cherokee
The majority of tourists who come through Cherokee do not stay overnight
Many tourism retail amenities remain largely outdated and in need of refurbishment
Non-gaming tourism in Cherokee was down marginally between 2007 and 2011
The negative impact of the ongoing recession on disposable income and gas prices
Competition from consumer-oriented attractions in the Gatlinburg/Pigeon Forge area
Limited workforce -- The demand for seasonal labor for the tourism industry far outstrips the available workforce
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Weakness: Lack of Significant Diversity in Economic Base
Limited employment opportunities outside of gaming and tourism
This sector employs over 30% of the labor force Nearly 37% of labor force work in public sector positions
(public administration, education, healthcare, social services) Approximately 42% of the adult population on the Qualla
Boundary are not in the labor force
Educational attainment levels not attractive to high-skilled / high wage occupations
Less than 10% of the adult population on the Qualla Boundary have attained a degree from a four-year college
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Top Ten Projects Recommended by CEDS Committee
Direct Investments for EBCI Portfolio Adventure Park/Canopy Walk Elementary School Parcel Water Activities Center - Pool and Beach Cherokee Crossing Bowling Alley Snowbird Lodge Former High School Site Riverside Campground Wildlife Attraction
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Agenda - Morning
9:00 Welcome and Introduction
9:15 Information from CEDS Process
9:45 Tourism Trends and Challenges
10:45 Develop Options for Cultural and Heritage Tourism
12:00 Lunch
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Tourism Trends
Trends for the NC Mountain Region in 2012 86% of visitors came to the NC Mountain Region for pleasure
purposes, 8% for meetings and conventions Overnight visitors spent an average of 2.8 nights 62% of the overnight visitors stayed in a hotel/motel The average party size for all visitors was 2.0 people 24% of all travel parties included children 92% of all visitors drove in, 4% came by air Average trip expenditure was $547, for overnight visitors it
was $664 58% of households visiting had incomes over $50,000, with
33% over $75,000 84% of visitors were repeats, with 16% first time 61% of overnight visitor heads of household had a college
degree or higher
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Options for Cherokee
Focus on Authentic CherokeeCreate attractions that emphasize Cherokee culture and heritage for the more educated and affluent visitorOffer visitors multiple-day itineraries Develop nature/light adventure-based attractions for the more active visitors, both guided and independentCreate guided tours of the many Cherokee trails, historic sites of significance and natural landscapesOffer more live attractions such as music-dance-culinary festivals, markets and eventsElevate the presence of authentic Cherokee arts with increased visibility and accessConduct guided birding, botanical, wildlife and traditional wilderness skills tours
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National Tourism Trends
Changing nature of tourism in US Baby boomers Retirees/aging population Effects of the economy Changing demographics
Types of tourism/case examples Cultural tourism Historic/Heritage tourism Nature-based tourism Adventure tourism Arts – Visual, Performing, Culinary Agri-tourism
Expenditures by Tourists in NC – Up Again After Recession
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Number of Visitors to Great Smoky Mountains Has Remained Stable (Total and Through Cherokee)
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But Attendance At Key Cherokee Attractions Has Declined Sharply
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Existing Initiatives to Support Tourism
State-wide Blue Ridge National Heritage Designation branding and
marketing plans NC Green Travel Initiative NC International Marketing and Travel Development Smoky Mountain Host promotion HandMade in America (Handmade art/crafts promotion) Wild South Cherokee Journey (Google Earth application) Cowee to Nikwasi Corridor, Land Trust for the Little Tennessee
River Cherokee sites and attractions state-wide
American Indian/Alaska Native Tourism Alliance Mary Jane Ferguson, former President
Cultural and Heritage Tourism
o Cultural Expressions• Songs, Dance, Stories • Lifeways, Social Structure • Games, Sports • History• Cooking, Natural Foods, Medicines• Language • Connections to Nature • Apparel, Handcrafts, Art Forms• Agriculture • Hunting, Weapons • Dwellings, • Sacred Places, Spirituality
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Potential Tourism Strategies
Think both Short and Long-Term Develop Tourism Supported by Cherokee Strengths
Existing Cultural Attractions – Cherokee Museum, Mountainside Theater, Oconaluftee Indian Village, Qualla Arts and Crafts
Eastern Cherokee People Eastern Band of Cherokee Indians – A Sovereign Entity Art Forms – Visual, Performance, Culinary, Storytelling History, Historical Places Natural Landscapes and Waterways Great Smoky Mountains NP Lodging
Address Weaknesses Poor Appearance of Many Retail Outlets
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Agenda - Morning
9:00 Welcome and Introduction
9:15 Information from CEDS Process
9:45 Tourism Trends and Challenges
10:45 Develop Options for Cultural and Heritage Tourism
12:00 Lunch
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Develop Options for Cultural and Heritage Tourism
Review list of potential options to increase cultural and heritage tourism
Previous meeting This morning’s discussion
Add, refine, combine into set of options
Discuss each option Objective Key activities Important participants
Strategies Suggested at Qualla 2020 Meeting
Increased focus on cultural tourism Support for cottage industry and craftspeople Tours of historic sites
Outdoors and natural resources Increased promotion of fishing, birding, and wildlife viewing Creation of a wildlife preserve
Culturally based mixed use space to help/push downtown to upgrade
Central tourism “platform” Allows purchase of all tickets at one location
Marketing spending at rates that are comparable to competitors
Family focus “Destination mindset”
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Agenda - Afternoon
12:30 Recommend Options for Detailed Investigation
1:30 Review Focus and Membership for Task Teams
2:30 Next Steps, Assignments
3:00 Adjourn
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Analyze Options (small groups)
Small group assignment Analyze how well each option fulfills criteria:
Achievable with the resources controlled by institutions and individuals on the Qualla Boundary
Start to see visible differences within a year or two Supports traditional Cherokee values and culture
Pick top five options for Tourism task team to review in detail Each team will have five “voting dots”
Recommend Options
Teams use voting dots to record their preferences
Voting dots are tallied, and top five options are recommended to Tourism Task Team
Tourism Task Team members (and others) clarify the details of the top five plans
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Agenda - Afternoon
12:30 Recommend Options for Detailed Investigation
1:30 Review Focus and Membership for Task Teams
2:30 Next Steps, Assignments
3:00 Adjourn
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Task Teams Chosen Last Meeting
Tourism (particularly cultural and heritage tourism) Knowledge industries Small business and entrepreneurial development Government and 8(a) contracting Real Estate
Team Report-Out and Discussion
For each task team, report out and discuss Recommended focus for the team Current team membership Examples of options being considered Additional individuals recommended/sought for addition
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Next Steps
Second meetings of task teams by phone Add new members Clarify potential options Develop workplans and timelines : who has to do what by
when? Research Interviews Financial analysis Exploration of funding sources Development of recommendations
BWB Solutions and Medicine Root will staff and facilitate tasks teams and conduct additional research as necessary
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