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Matanuska-Susitna Borough Tourism Infrastructure Needs Study

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Matanuska-Susitna Borough Tourism Infrastructure Needs Study Matanuska-Susitna Borough Tourism Infrastructure Needs Study Prepared for: Matanuska-Susitna Borough June 2008 Matanuska-Susitna Borough Tourism Infrastructure Needs Study Prepared for: Matanuska-Susitna Borough PREPARED BY: Juneau y Anchorage In association with: The Boutet Company Klugherz & Associates MRV Architects June 2008 Table of Contents Executive Summary.........................................................................................................ES-1 Introduction and Methodology..................................................................................... IM-1 Geographic Overview ................................................................................................... GO-1 A: Base Case Tourism Infrastructure Description Introduction ..................................................................................................................... A-1 Accommodations ............................................................................................................. A-2 Meeting Facilities ............................................................................................................. A-6 Sports Facilities .............................................................................................................. A-13 Other Public Venues ...................................................................................................... A-16 Parks, Campgrounds, Boat Launches and Trails ........................................................... A-20 Transportation ............................................................................................................... A-25 Public Restroom Facilities .............................................................................................. A-29 B: Mat-Su Visitor Markets Introduction ..................................................................................................................... B-1 Out-of-State Market Analysis........................................................................................... B-3 In-State Visitors.............................................................................................................. B-12 Market Outlook.............................................................................................................. B-14 C: Assessment of Tourism Industry Value Assessment of Tourism Industry Value ........................................................................... C-1 D: Needed Tourism Infrastructure Improvements Introduction .....................................................................................................................D-1 Meeting Facilities .............................................................................................................D-4 Road System Enhancements..........................................................................................D-11 Trail System Enhancements...........................................................................................D-17 Visitor Support Services.................................................................................................D-22 Determining Tourism Infrastructure Investment Priorities..........................................D-24 Potential Large Scale Destination and Attraction Developments................................D-31 Funding Approaches......................................................................................................D-36 E: Focus Areas for Tourism Improvement Focus Areas for Tourism Improvement ............................................................................E-1 F: Tourism Partnering Opportunities Introduction ......................................................................................................................F-1 Partnering Opportunities for Mat-Su Borough ...............................................................F-6 Appendices Appendix A: Tourism Infrastructure Description........................................................ APP-1 Appendix B: Mat-Su Visitor Markets ......................................................................... APP-30 Appendix C: Needed Tourism Infrastructure Improvements................................... APP-52 Appendix D: Contacts and Information Sources ...................................................... APP-74 Appendix E: Montana Tourism Infrastructure Investment Program Guidelines................................................................................................................... APP-77 Executive Summary Introduction The Matanuska-Susitna Borough is interested in understanding what tourism infrastructure investments are needed to enhance visitors’ experience, increase overnight stays (thereby increasing bed tax revenue), and maximize the overall economic return. The Borough contracted with McDowell Group, Inc. an Alaska research and consulting firm with offices in Anchorage and Juneau, to take the lead role in the Tourism Infrastructure Needs Study. Other members of the study team include The Boutet Company (an engineering and planning firm based in Anchorage), Klugherz & Associates (a strategic planning and market development firm based in Seattle), and MRV Architects (an architectural design firm based in Juneau). The study includes six areas of analysis regarding borough tourism including: an inventory of existing tourism infrastructure, an overview of visitor markets, the value of tourism to the borough, tourism infrastructure needs, focus area questions and responses, and partnering opportunities. • The study team compiled a detailed inventory of the Mat-Su Borough’s existing tourism infrastructure, including accommodations, meeting facilities, sports facilities, parks, campgrounds, boat launches, trails and other transportation infrastructure. • The region’s current in-state and out-of-state visitor markets were analyzed, utilizing comprehensive McDowell Group tourism research databases. The project also includes a discussion of the outlook for several visitor markets and analyzes market implications for regional tourism infrastructure. • The study team examined measures of tourism industry value, such as bed tax receipts and employment. In addition, McDowell Group utilized modeling to estimate the direct, indirect and induced economic benefits of the tourism sector in the Mat-Su region. • The study team then examined how potential infrastructure improvements could enhance the regional tourism industry and visitor experience. The team forecasted the increased number of overnight stays likely to result and the overall economic return for four major categories of infrastructure investment—meeting facilities, road system enhancements, trail system enhancements, and visitor support services. Additionally, the study team examined development priorities, the importance of large-scale destination and attraction development, and potential funding approaches. • The study team responded to a series of questions specifically posed by the Borough at the beginning of the study (entitled Focus Areas for Tourism Improvement). • The project concluded with analysis of national trends in partnering that included ways in which tourism entities, government, private land owners and others can work together to increase the effectiveness of public dollars spent on tourism development. This section of the report includes specific partnering recommendations for future tourism infrastructure developments in the region. • Lastly, appendices provide detailed information supporting the assumptions and findings of the study. Key findings from the study are presented on the following pages. Tourism Infrastructure Needs Study: Executive Summary McDowell Group, Inc. • Page ES-1 Base Case Tourism Infrastructure Assessment The study provides a comprehensive look at the borough’s existing tourism infrastructure. The summary below helps frame the current operating environment and potential for needed tourism infrastructure developments. Accommodations • According to an inventory recently conducted by the Mat-Su Convention and Visitors Bureau, 118 different accommodations are available throughout the Mat-Su Borough with a total of 1,602 rooms. The size of accommodations range from one-bedroom Bed & Breakfasts to a 460-room hotel. • Fifty-eight percent of accommodations are concentrated in the Talkeetna/Denali State Park area, including the two largest hotels (which account for 672 rooms). • Small accommodations, consisting of one to nine rooms, make up the majority of individual facilities in the borough and are found in all regions in the borough (90 properties or 76 percent). Twenty- three properties make up the mid-sized accommodations (10 to 49 rooms). Just four properties have 50 rooms or more. • The market for overnight accommodations is highly seasonal with the highest occupancy rates occurring in the summer. Along with the two largest hotel properties, several other facilities also close in the winter. Meeting Facilities, Sports Facilities, and Other Public Venues • Ten large facilities are available to host a meetings, conferences and events ranging from 101 to 300 attendees. Most large facilities are located in the Wasilla/Palmer area; some additional facilities are located in Willow and Talkeetna. • Seven properties can accommodate groups between 51 and 100 participants. Locations vary. • Twenty small meeting facilities are available throughout the Mat-Su Borough (capacity up to 50 attendees). The smaller, more remote properties are
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