Treasure America

Description

The following document outlines recommendations and action plans developed by Treasure America Project (TAP) economic development consultants in partnership with local residents of Kaktovik, Alaska during the summer of 2005. The TAP project is a non-profit organization of professionals dedicated to promoting sustainable energy policy and economic development in the United States. Introduction Visitations to the Arctic National Wildlife Refuge are increasing. Growing numbers of visitor groups are passing through Kaktovik on their way to and from the Refuge for rafting or wildlife viewing. Very few tourism dollars remain in the community, however, besides what travelers spend while staying at or flying with the one local tourism operation: the Waldo Arms Hotel and Alaska Flyers bush pilot service. The reason for this lack of tourist spending is obvious to any outsider who has spent time in Kaktovik. High-value tourism experiences are simply not offered to individuals flying in and out of Kaktovik. This is changing, however. A growing number of local residents are now interested in developing Kaktovik ’s position in the Arctic tourism industry by starting small businesses to better serve this market. New businesses in the community, such as local guiding services, will lead to increased spending of tourists, create jobs that do not rely on oil industry politics and improve the experience of travelers visiting the region. Business development, however, is challenging, especially in a small, remote community which is accustomed to 90% of its employment from top-down government and native corporation sponsored projects. After discussing the challenge and opportunity of tourism industry development with local residents, the TAP team began work with interested residents to talk about the key first steps for starting and growing new businesses. The following document summarizes the most important next steps for tourism business development in Kaktovik as was discussed during a series of seminars and meetings held in June of this year. The critical business development topics covered during the seminars and in this document are: understanding customers, marketing, building partnerships and planning for the impact of tourism development on the community. Business Recommendations The first concern of Inupiat residents interested in building profitable guiding services in Kaktovik is how to identify and serve profitable customers given their local surroundings and offerings. Customer segments that fit the guides ’ interests and capabilities included hunters, fishermen, subsistence observers (people interested in observing the Inupiat way rather than actually hunting themselves), and wildlife observers. (For a complete list of all ideas, please see Appendix). Given the nature of people ’s visits to Kaktovik and the harsh climate, day trips were identified as an initial tourism product. This was also an ideal product for tourists who unexpectedly spent an extra day in Kaktovik due to bad flying weather. The local guides agreed to gather “test ” customers through friends and local contacts, and practice taking them out on trips.

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