< PreviousCASCADE LOOP SCENIC BYWAY 3. Transportation System Assessment Winter Closure: North Cascades Highway A 37-mile segment of the Cascade Loop (on State Route 20 over the North Cascades Pass) is closed for a few months from late fall to early spring (usually from mid-to late November to mid- April/May 1). During this time, visitors can still access winter recreation opportunities all around the Loop and can reach the Methow Valley for the many winter activities. https://www.wsdot.wa.gov/travel/highways-bridges/passes/north-cascades-highway/home. https://www.wsdot.wa.gov/travel/highways-bridges/passes/north-cascades-highway/home Side Trips There are a variety of mini-loops and spur routes off the Cascade Loop that provide great side trip experiences for visitors. Some of these include: Edmonds, Seattle NorthCountry Osprey Park, Stevens Pass Greenway Lake Wenatchee/Plain Loop, Leavenworth & Cascade Foothills Entiat River Valley, Wenatchee & Columbia River Valley Manson, Lake Chelan Valley Okanogan Trails Scenic Byway, Methow Valley Bellingham, North Cascades San Juan Islands, Skagit Valley/Fidalgo Islands Get more information by visiting https://www.cascadeloop.com/side-trips Roadside Pull-offs/Scenic Viewing Locations There are many existing locations along the Cascade Loop Scenic Byway where visitors can safely pull off the highway for fantastic views and photo opportunities. These are available in every region of the Cascade Loop. The Action Plan in Chapter 5 includes several projects that would identify and improve additional new pull-off areas when implemented. Waves breaking on the Edmonds waterfront 1003. Transportation System AssessmentCORRIDOR MANAGEMENT PLAN Region 1 Boeing Future of Flight, 8415 Paine Field Blvd., Mukilteo Everett Community College, 2000 Tower St., Everett Evergreen State Fairgrounds, 14405 179th Ave. SE, Monroe Fred Meyer, 8530 Evergreen Way, Everett Harbour Pointe Shopping Cntr, 11706 Mukilteo Speedway, Mukilteo Providence-Colby Campus, 1800 14th St., Everett Providence-Cancer Center, 916 Pacific Ave., Everett Walgreens, 3 Everett locations - 1) 11216 4th Ave. W, 2) 13110 Bothell Everett Highway, 3) 6807 Evergreen Way Willis Tucker Community Park, 6705 Puget Park Dr., Snohomish Region 2 Cole’s Corner/59er Diner, 15361 Hwy 2, Leavenworth Gold Bar-600 Orchard Ave. Sky Deli & Pizza, 148 N 5th St., Skykomish Sky Valley Chamber of Commerce and Visitor’s Center, 320 Main St., Sultan Stevens Pass Resort, Highway 2, milepost 65 Region 3 Icicle Village Resort, 505 Highway 2, Leavenworth Leavenworth Charge Station, 213 Highway 2, Leavenworth Mountain Springs Lodge, 19115 Chiwawa Loop Road, Leavenworth Sleeping Lady Mtn Resort, 7375 Icicle Road, Leavenworth Region 4 Chelan PUD HQ Building Public Charger, 327 Wenatchee Ave., Wenatchee Coast Wenatchee Center Hotel, 201 N. Wenatchee Ave., Wenatchee Confluence Tech Center, 210 Olds Station Rd, Wenatchee Entiat City Park, Cowan Drive, Entiat Pybus Public Market, 7 North Worthen St., Wenatchee Rocky Reach Dam (seasonal), 6151 Hwy 97A, Wenatchee Walla Walla Point Park, 320 River Park Ave. E., Wenatchee Wenatchee Convention Center, 193 N. Columbia St., Wenatchee Region 5 Campbell’s Resort, 104 W. Woodin Ave., Chelan Chelan City Hall, 135 E. Johnson Ave., Chelan Columbia Valley Com. Health Apple Blossom Dr., Chelan Lakeshore RV Park, Nixon Ave. and Manson Hwy., Chelan Mountain View Lodge, 25 Wapato Point Pkwy, Manson Electric Vehicle Charging Stations The Cascade Loop Scenic Highway is fast becoming the greenest travel way in the US with electric vehicle (EV) charging stations at many locations along the byway, and more popping up all the time. The Cascade Loop also links with the West Coast Green Highway (see map, next page.) www.westcoastgreenhighway.com. Some of the available locations convenient for Cascade Loop travelers as of 2019 include: 101CASCADE LOOP SCENIC BYWAY 3. Transportation System Assessment EV charge stations around the Cascade Loop Scenic Byway allow for 100% electric-powered travel Region 6 Chewuch Inn, Greenwood Road, Winthrop Howard’s on the River, 245 Lakeshore Drive, Pateros Mazama Country Inn, 15 Country Road, Mazama Pine Near RV Park, 316 Castle Ave., Winthrop Riverbend RV Park, 19961 Highway 20, Twisp Sun Mountain Lodge, 604 Patterson Lake Rd., Winthrop TwispWorks, 417 Methow St., Twisp Twisp River Suites, 140 Twisp Ave., Twisp Winthrop KOA, 1114 Hwy 20, Winthrop Region 7 Community Food Co-op, 315 Westerly Road, Bellingham Concrete Silo Park-n-Ride, N. Superior Ave., Concrete Howard Miller Steelhead Park 5110 Railroad Ave., Rockport Parking Garage, 1300 Commercial St., Bellingham Rasar State Park, Cape Horn Road, Concrete Skagit General Store , 500 Newhalem St., Rockport Region 8 Burlington Supercharger, 9386 Old Highway 99 N., Burlington Island Hospital, 1211 24th St., Anacortes The Outlet Shoppes, 448 Fashion Way, Burlington Public Parking Lot, 128 1st St., La Conner, 559 Q Ave., Anacortes Skagit Valley College, 2405 E College Way, Mount Vernon Western WA University, Parking Lot 12, 459 S. College Drive, Bellingham Walgreens, 909 17th St., Anacortes Region 9 China City Restaurant - 1804 Scott Rd, Freeland China City Restaurant - 33185 WA-20, Oak Harbor Deception Pass State Park Greenbank Farm, 765 Wonn Road, Greenbank Langley Park at the corner of 2nd and Anthes, Langley Pacific NW Trail, Oak Harbor Public Parking, 1270 SE Dock St., Oak Harbor Whidbey Telecom, 1651 Main St., Freeland 1024Sustainable Destination DevelopmentCASCADE LOOP SCENIC BYWAY 4. Sustainable Destination Development 104 Cascade Loop visitors are customers in each community along the byway and their daily travel expenditures bring important economic benefits to the local, regional and statewide economies. Sustaining this economic vitality is dependent upon preserving the unique qualities and resources that not only deliver quality of life to local residents, but attract visitors to the Cascade Loop as well. The Cascade Loop Corridor Management Plan seeks to integrate sustainable practices in effort to protect byway resources while supporting stakeholder needs and attracting travelers. The Cascade Cascade Loop Traveler Statistical & Economic Data The Cascade Loop Association records visitor data each year to guide ongoing management and marketing activities and better understand traveler needs. Information gathered from prospective travelers requesting printed travel guides, Google Analytics and traveler polling results are combined to paint an image of potential Cascade Loop travelers. Composite information below was gathered from the 2018-2019 fiscal year (July 1, 2018-June 30, 2019). 61% traveled from out-of-state (1) 62% traveled as couples (1) 48% traveled during off-peak season (1) 49% spend 4+ days traveling the Cascade Loop (1) 69% of travelers polled said they visited the Cascade Loop at least one time after requesting their printed travel guide (2) Estimated traveling parties: 72,104 * Estimated travelers: 191,325* Estimated bed-nights: 145,407* Estimated economic value per person/per trip: $117 (3) Estimated total economic value of Cascade Loop travelers: $22,385.030* (1) Data obtained from travel guide requestors (2) Traveler poll results (3) Dean Runyan WA Study, 2017 *algorithm linking traveler data, polling results, pickup rate and Dean Runyan study data Destination Development Approach Multigenerational visitors photographing an alpine meadow Loop Association will continue to work toward attracting new and repeat travelers to the byway. The Cascade Loop Foundation will focus its energies on planning and undertaking infrastructural projects that provide an additional layer of educational opportunities and public safety while looking through a lens of sustainability. Together, the two organizations’ work form a fully-developed Destination Development program.4. Sustainable Destination Development CORRIDOR MANAGEMENT PLAN 105 Top 5 Visitor Interests In 2018 the Cascade Loop Association polled a sample of 1,000 travel guide requestors in effort to understand their travel habits, personal preferences and interests. The data below reflects their responses to the open-ended question, “What were your favorite things about the Cascade Loop?” 1. Views (93%) 2. Diversity of landscape (64%) 3. Photography (49%) 4. Hiking (42%) 5. Wildlife (35%) The Cascade Loop Scenic Byway draws visitors from around the world. While most Cascade Loop travelers come from out-of-state, there is significant opportunity for in-market growth with millions of people living within a half-day drive or less from the Loop, as shown in the table below. MAJOR METROPOLITAN AREA/ METROPOLITAN STATISTICAL AREA (MSA) APPROXIMATE DRIVING TIME TO CASCADE LOOP ENTRY POINT 2010 POPULATION Puget Sound Region (Seattle, Bellevue, Everett, Tacoma, Olympia) Less than 1 Hour to 1-1/2 Hours4,199,312 Vancouver, British Columbia, Canada Metropolitan Area Less than 2 Hours2,476,145 Tri-Cities (Kennewick, Pasco, Richland) MSA 2-1/4 Hours253,340 Spokane MSA3 Hours471,429 Portland, Oregon/Vancouver, Washington MSA3-1/2 Hours2,226,009 Proximity to Major Metropolitan Markets Hiker descending the Lookout Mountain Fire Lookout, TwispCASCADE LOOP SCENIC BYWAY 4. Sustainable Destination Development 106 Membership tiers (inc. non members to benefit travelers) Using experience of marketing committee Kiosks/intr. planning (foundation) Online revenue/overall money International travel Merchandise (online store) Signage (80 byway markers-4 gateway signs $$) More reach with advertising. In market vs out of market CRM with website Targeting new groups (motorcycle, bicycle, families, etc.) WTA (statewide tourism) The Cascade Loop Foundation Fall season New ownership @ Stevens Pass The Cascade Loop Board of Directors met in June, 2019 for the fourth annual Strategic Planning Retreat with facilitation provided by Colin Brine. The group participated in a SWOT Analysis analyzing the current marketing environment. Output below resulted from that activity and reflects their view of the marketing environment at that finite point in time. Destination Assessment Marketing/website/social media Staff Board diversity & engagement/continuity/responsiveness Regional knowledge Historical knowledge Partnerships Content Outreach Financial strength/efficient structure Commitment to success/risk reward Communication Respect The retreat StrengthsWeaknesses Quarterly meetings/distance Staff at/past capacity Budget (advertising) Hotel/motel grants/revenue sources Inconsistent board responsiveness Level of brand awareness Seasonality Membership benefits unclear/ROI Destination: visitor center/kiosks Political challenges Diversity Opportunities Recession International travel (disaster, politics) reduction: consumer protection regs Natural disasters Losing county grant funding Traffic congestion Control of reviews/experience Unexpected staff change/long term injury Competition Sustainability of CLA/CLF Threats4. Sustainable Destination Development CORRIDOR MANAGEMENT PLAN 107 The Cascade Loop Scenic Byway encompasses a significant geographical footprint (440 miles) and because of this scope, it encompasses and works with numerous communities and tourist destinations on its path. The Cascade Loop organizes the byway into nine distinct regions, each differing in landscape, local culture and promotional scope. Each of these regions and their communities’ respective promotional organizations work with the Cascade Loop Association to varying degrees with each promoting its own destination. Understanding Peer Audience Review: Social Media Reach Facebook AudienceInstagram AudienceCombined Reach Region 1 & 2 Seattle NorthCountry Region 3 Visit Leavenworth Region 4 Visit Wenatchee Valley Region 5 Lake Chelan Region 6 Okanogan Country Region 7 North Cascades NPS Region 8 Visit Skagit Region 9 Whidbey Camano Island Tourism Experience WA- Washington State Tourism 6,0511,782 7,833 131,21914,700 145,919 9,0694,641 13,710 35,0849,611 44,695 Cascade Loop 18,7763,120 21,895 14,17493,100 107,274 24,6173,959 28,576 6,1251,065 7,190 18,196715 18,911 50,9787,751 58,729 the scope of byway peers’ current audience reach demonstrates potential for audience growth and partnership opportunities. It’s also an opportunity to identify regions to examine and emulate. Because social media is increasingly a tourism organization’s first encounter with prospective travelers, and the data is public, it can serve as a starting point—a non-scientific sample that can reveal interesting data about comparative audience reach.CASCADE LOOP SCENIC BYWAY 4. Sustainable Destination Development 108 Cascade Loop travelers love the Pacific Northwest, photo opportunities, outdoor recreation and wildlife viewing. When prospective travelers are working through their decision-making process, the Cascade Loop as a destination faces stiff competition in the tourism marketplace. This is in part because it can be challenging to differentiate oneself in the outdoor recreation and scenery-focused traveling markets, and because often competitors have wildly larger funding Route 66 Facebook AudienceInstagram AudienceCombined Reach Blue Ridge Parkway (NPS) Hells Canyon Scenic Byway Historic Columbia River Highway and State Trail Lincoln Highway Heritage Byway 142,2103,349 145,559 18,232308,000 326,232 2,40139 2,440 2.0440 2,044 1,4390 1,439 Cascade Loop 50,9787,751 58,729 Notes on Social Media Best Practices: • Daily organic posts; seasonal, targeted paid posts • Equal mix of organic “native” posts with shares and re-posts • Heavy emphasis on full-frame landscapes • Relatable language—no corporate official-speak Notes on Social Media Poor Practices: • Irregular posting • Heavy emphasis on shares and re-posts; few “native” organic posts • Heavy reliance on paid posts • Marketing-speak heavy language • Text overlays on images/videos—gives the appearance of selling; impersonal/unrelatable Sunset view of the Skagit River from Sauk Mountain and staffing resources to promote and differentiate themselves. Examining the competition’s social media presence illustrates just how they work to differentiate themselves and the scope of their audience. It also provides an opportunity to investigate industry leaders’ best practices. Below is a sample of other scenic byways from throughout the US. Note that not all byways listed use the same social media channels and/or their handles may not have been able to be located.4. Sustainable Destination Development CORRIDOR MANAGEMENT PLAN 109 Strategic Objectives The Cascade Loop Board of Directors established five overarching strategic objectives at the June, 2019 board retreat. These objectives should be considered and utilized by staff and the board when considering future actions. OrganizationalTraveler-Focused 1. Increase fundingx 2. Develop strong partnerships x 3. Increase brand awareness x 4. Encourage board engagement x 5. Increase conversionsx While the majority of focus at the Board Strategic Planning Retreat centralized around organizational objectives, increasing brand awareness was also noted. In order to effectively deepen brand awareness, markets must be segmented in effort to identify which segments would be the most effective targets knowing that our human and financial resources are so limited. Market Segmentation Hotels/Motels B&Bs Country Inns Resorts Spas Lodges Cabins Yurts, Huts, Tipis Lodging Restaurants Diners/Cafes Delis Bakeries Candy Wineries Breweries Distilleries Culinary Shopping Museums Galleries Casinos Cultural & Visitor Centers Gardens Family farms Attractions Guides: Fishing, hiking, rafting, kayaking, horseback Zip-lining Tours: helicopter, boat Rental/equipment rentals Activities State Tourism Offices Counties Cities Chambers of Commerce/Tourism Bureaus Port Authorities International Municipalities/Organizations Indian Paintbrush wildflowers near Hart’s Pass, North Cascades Organizational SegmentsNext >