Alaska reality tours
Amanda Coyne |
Apr 26, 2011
An image of a national park dangles from little screens on the back of cabs in Chicago. It's on signs on Michigan Avenue. Buses in Minneapolis are wrapped in scenes of natural beauty. The signs and the wraps urge viewers to "Come to Montana" to experience the glaciers, the mountains. Back at your hotel room, you might very well see a television commercial touting a "pure" Michigan. In Michigan, you can jump in a pure lake and tiptoe through the tulips. Tired of vicariously experiencing Michigan? Take a stroll with Betty White urging visitors to come to California and see the ingénues in bathing suits. You might catch an Alaska commercial occasionally. But the folks at some Outside tourism offices say they haven't really seen many official Alaska tourism commercials lately, or at least anything memorable. They loved the AKb4youdie campaign. Dave Lorenz Manager, Public, Media & Industry Relations of Michigan’s travel office, called it "brilliant." (That was a short campaign which ended about five years ago.) Part of that has to do with funding. Michigan's official travel association gets roughly $25 million a year from the state just to spend on marketing and advertising. Hawaii gets between $70 million and $80 million. The Alaska Travel Industry Association received $16 million in fiscal year 2011 to run all its operations. The tourism industry put in an additional $2.7 million. ATIA is requesting roughly $18 million in the 2012 budget that's still being hashed in Juneau. Alaska may not have the budget, but what it does have -- to the envy of many other states -- is visibility, particularly now that both the Discovery and History channels have been dubbed by some as the "Alaska Channels." Indeed, it's nearly impossible to turn on the cable channels in the evenings and not be inundated with Alaska (which can be good or bad, depending on whether or not you're in Alaska, the time of year you're here, how much you yearn for escape, etc…) No matter what its residents may think, this, by and large, is a good think for Alaska tourism. "You always benefit from others who shine the light on you," Michigan’s Lorenz said. State travel directors tout 'Sarah Palin's Alaska' as a naturalRon Peck, executive director for Alaska Travel Industry Association, mostly agrees. However, he does say that all the shows don't necessarily promote the image that the travel industry wants to convey. He didn't mention any of these shows in particularly, but one does assume that "Alaska State Troopers," for example, doesn't always shine the best light on the state. And does Alaska really want to be known as the world's capital for animal stuffers? "Sarah Palin's Alaska," on the other hand, was great marketing for Alaska. It showed everything that people want to see here: mountains, glaciers, sled dogs, fishing, hunting, and much more, said Peck. ATIA bought commercials that aired specifically during that show. About 1.8 million tourists are expected to visit to Alaska this year. That's a slight increase from last year, mostly due to more independent travelers coming to the state. And although it's difficult to quantify what makes people come to Alaska, certainly the reality television shows have something to do with it. And certainly that's good for local businesses, particularly businesses in Alaska that are appealing to the reality-television show set. To the extent that Alaska had thriving entrepreneurial spirit, it all but died after oil took over the economy, after Alaska rescinded its income tax, and state residents began to get a check every year for doing nothing but breathing Alaskan air. In fact, building local business is somewhat institutionally discouraged here. Because Alaska doesn't have a broad-based tax, every job created that brings someone from out of state costs the state roughly $1200, according to University of Alaska economist Scott Goldsmith. But the spirit hasn't been completely stamped out. At least three businesses in Alaska have cropped up to provide Alaska tourism experiences dove-tailing with reality-show favorites "The Deadliest Catch," "Ice Road Truckers," and of course, "Sarah Palin’s Alaska." (Know of more? Give us a shout).
by Soldotnaman | April 27, 2011 - 9:31pm
Um, Flying Wild Alaska has ALWAYS been in the tourism business. LOL
by amanda | April 27, 2011 - 10:33am
AkGuy: That's not Ron Peck saying that. That's me saying that. Amanda
by AkGuy | April 27, 2011 - 9:08am
Ron Peck states: "Alaska had thriving entrepreneurial spirit, it all but died after oil took over the economy, after Alaska rescinded its income tax, and state residents began to get a check every year for doing nothing but breathing Alaskan air. In fact, building local business is somewhat institutionally discouraged here." I'm hearing Ron confess the entrepreneurial spirit and innovation is all but dead at ATIA. The organization gets a check every year for doing nothing but breathing Alaskan air. Alaska Travel Industry Association (ATIA) spent State dollars to run their dated Alaska travel commercials during "Sarah Palin's Alaska." For every reality show and Hollywood movie filmed in Alaska, ATIA has had a brilliant opportunity to spin that hype for tourism. FAIL Innovation comes from hunger and from observation it's been a long time since ATIA and it's Agency buddies have been hungry. Alaska has a thriving entrepreneurial spirit, it's alive! One just needs to look beyond their desk and engage. |













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