Arizona cultural heritage tourism study.

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A R I Z O N A
Cultural Heritage
Tourism Study
There was
something
for my
entire family.
Survey respondent
The Cultural Heritage Tourism Study was commissioned and funded by
the Arizona Office of Tourism to generate information about cultural
heritage tourists in Arizona. Data was collected from October 2004 to
September 2005 at 18 sites and three festivals located throughout the
state. Sites were selected by the Arizona Office of Tourism and staff of
the Arizona Humanities Council in consultation with the research team
led by Kathleen Andereck, Ph.D., and Evelen Ng, Graduate Research
Associate, Department of Recreation and Tourism Management,
Arizona State University. Sites emphasized Arizona history and culture,
including a Native American and/or Hispanic focus.
Twenty randomly selected survey days were selected throughout the
year. Target sample sizes were 200 at each site, with 60% targeted to
out-of-state visitors. Data was also collected at the three events. In
addition, 1,980 out-of-state visitors were contacted throughout the
year with 1,046 returning their questionnaires for a response rate of
54 percent. The response rate for in-state visitors was 44%, with 892
returns out of 2,035 questionnaires. Total response rate was 48%.
Among out-of-state visitors, most U.S. states and Canadian provinces
were represented as well as Australia, Belgium, United Kingdom,
France, Germany, Hungary, Italy, New Zealand and Sweden. The most
frequently mentioned U.S. states of origin were California, Colorado,
Florida, Michigan, Minnesota, New Mexico, New York, Ohio, Oregon,
Pennsylvania, Texas, Washington and Wisconsin.
The Study: An Overview
The study found that visitors
to northern Arizona sites were
more likely to be from Florida
or Pennsylvania, while visitors
to Maricopa County were more
likely to come from New York, the
Midwest, the Pacific Northwest or
New Mexico. Northern and Southern Arizona attracted visitors
from California, Colorado and Texas. Southern Arizona also
attracted Midwesterners as well as Canadians and residents of
New Mexico and the Pacific Northwest.
Fifty-eight percent of the respondents said they were highly
motivated to visit Arizona either to learn about Arizona’s history
and culture or experience other cultures. The data also confirmed
that cultural heritage attractions enhance the quality of life for
residents. Arizonans reported that the benefits of cultural heritage
tourism include feeling connected to the state’s cultural heritage and
a more fulfilling lifestyle. Both in-state and out-of-state travelers
reported high satisfaction ratings with their visits and with Arizona’s
cultural heritage tourism experience.
The Douglas Mansion at Jerome State Historic
Park is a popular Jerome landmark built by James
S. Douglas in 1916. High on a hilltop, it is
located just above the Little Daisy (copper) mine.
Survey Sites
Site Location Type
Desert Caballeros Western Museum Wickenburg Western art/history
Heard Museum Phoenix Native American culture
Pueblo Grand Museum Phoenix Native American culture
Taliesin West Scottsdale Arizona history/architecture
Casa Malpais Ruins Springerville Native American culture
Jerome State Historic Park Jerome Arizona history
John Wesley Powell Museum Page Arizona history
Museum of Northern Arizona Flagstaff Native American culture
Sharlot Hall Museum Prescott Arizona history
Amerind Foundation Museum Dragoon Native American culture
Arizona Historical Society Museum Tucson Arizona history
Bisbee Mining and Historical Museum Bisbee Arizona history
Pima Air and Space Museum Tucson Arizona/Aerospace history
Mission San Xavier del Bac Tucson Arizona history/Native American &
	 Hispanic culture
Pueblo Grande Museum Indian Market Phoenix Native American art/culture
International Mariachi Conference
Fiesta Garibaldi Tucson Hispanic culture
Sharlot Hall Folk Art Festival Prescott Arizona/western history
Perhaps the biggest
benefit of cultural
heritage tourism is
that opportunities
increase for diversified
economies, ways to
prosper economically
while holding on to
the characteristics
that make commun-ities
special.
Partners in Tourism,
Culture and Commerce
by the National Trust for
Historic Preservation
Key findings:
A Summary:
Who Are Arizona Cultural Heritage Travelers?
Generally, they are:
married couples
average 56 years of age
have no children at home
are well educated and
whether retired or working full time, enjoy fair-to-high
household income
travel in couples although the median party size was 3
Demographically, they mirror the second-largest group
of visitors to the state.
According to the Arizona Office of Tourism, in 2005, visitors 55 years
and older represented 37% of the domestic overnight leisure market, an
increase over previous years.
Like the largest segment of visitors (34-54 age), 55+ year leisure travelers
contribute a relatively higher dollar share per trip, making them valued
visitors.
Of all Arizona domestic leisure visitors to Arizona, 41% are couples.
Ninety-one percent (91%) of out-of-state visitors and 93% of in-state
visitors had visited another cultural heritage venue in the six months
preceding their visit to the site at which they were contacted. Half had
visited two or more cultural sites or events in the preceding six months;
the remaining 20% had visited six or more cultural sites or events during
that same period.
I am a 6-foot,
196 pound sexy
senior citizen.
Survey respondent
What this means for you:
Older travelers have seen and done a lot.
They understand the difference between faux and authentic experiences.
They know and appreciate quality.
Questions to consider:
Is your information accurate and/or factually correct?
Is it timely?
Have you made it relevant to these visitors?
Have you made your attraction come alive by introducing visitors to
real people, either through your exhibits or demonstrations?
Do your exhibits and/or displays look up to date?
Butter churning
and biscuit making
and baking [were]
fascinating and
educational and
enjoyable to watch.
Loved watching
children grind corn
on the rocks.
From survey at
Sharlot Hall Folk
Art Fair
Families find much to enjoy at
the Bisbee Mining and Historical
Museum, a gem of a museum
located in Southeastern Arizona.
We really like
Native American
arts and the
fry bread was
awesome too.
from survey at
Pueblo Grande
Indian Market
They have a higher degree of education and higher-than-average
income which makes them curious and possibly more interested in
intellectual pursuits.
Cultural heritage travelers want to learn and understand.
They want rich context in addition to good factual content.
This information can be delivered in many ways, as signs, exhibit interpre-tations
or commentary.
Because they like to shop, they contribute to the state’s economy.
Out-of-state cultural heritage travelers spend an estimated $2 billion annu-ally
in the state.
In-state visitors pump another $6 million or more into the economy every
year.
Questions to consider:
Is your interpretive signage encouraging thought or promoting conver-sation?
Are your docents or guides friendly and well-informed?
Is your book store a well-stocked source for more information?
Does your gift shop sell authentic arts and crafts?
Do you offer items at a variety of price points, including high end?
These travelers usually travel as couples and seek comfortable
accommodations that enhance their experience.
Partnering with historic properties or cultural experiences in your area
will add value to the overall cultural heritage tourism experience as will
thoughtful planning that takes their needs into account.
Questions to consider:
Does your café or restaurant offer healthy choices for older visitors?
Are there local restaurants that cater to older travelers with a menu that
includes salt or sugar-free entrees that you can recommend?
Are your restroom and eating facilities clean?
Do you include any personal touches such as hand lotion or a fresh
flower?
Is water easily available for your visitors?
Do you have sufficient places for visitors to sit?
Is there shade for outdoor seating?
Do you offer any multi-generation programming? Statistics show that
these visitors are likely to return and could be enticed to bring their
grandchildren with them.
Does your gift shop or book store include quality items suitable for gifts
for grandchildren?
Where They Come From:
The largest percentage of out-of-state cultural heritage visitors to Arizona
come from California. That out-of-state demographic mirrors the overall
Arizona experience for out-of-state, domestic, overnight visitors.
Northern Arizona attracts a strong cultural heritage market from Florida
and most Northeastern markets except New York.
Maricopa County attracts visitors from New York, the Midwest, and
Pacific Northwest.
Southern Arizona attracts visitors from the Midwest and Pacific Northwest
markets and Canada.
Significantly, nearly one-third or 30% of the Arizona residents who re-sponded
to the survey were on trips that involved at least one overnight.
What this means for you:
If considering a regional advertising promotion or seeking press attention,
focus your time and money on the Southern California market for the
biggest return. This drive-market traditionally is the strongest market for
Arizona.
Depending upon time and resources, create additional promotions for
other target markets.
Remember: Arizona residents are a real and readily accessible market.
I live here and love
being able to go any
time to the Grand
Canyon, Sedona, art
fairs, Native American
powwows and Tubac.
Survey respondent
Questions to consider:
Can you partner with your Chamber of Commerce or Convention &
Visitors Bureau to advertise in Southern California?
Can you partner with a local hotel or bed & breakfast and/or restaurant
to create a more complete experience to entice local residents to visit
your destination?
Are you contacting local tourism reporters in the newspapers in major
cities to inform them about your new partnership?
Families enjoy the day at the
Pueblo Grande Museum and
Archaeological Park where they
can explore ancient Hohokam
homes along the Ruin Trail.
10
In-State Visitors Make Short-Term Plans.
They rely on newspaper articles for information about attractions and
events.
Nearly one-third of in-state travelers made the decision to travel just one
to six days in advance. Sixteen percent (16%) made their plans one to two
weeks in advance.
More than 45% of in-state travelers made arrangements for their trips one
to six days in advance, 14.2% made arrangements one to two weeks ahead,
and 18.4% booked their trip three to four weeks in advance.
Out-of-state domestic overnight visitors tend to plan two months or more
in advance.
More than one-fifth (21.4%) made the decision three to four months in
advance. Of the others, 12.4% made plans three to four weeks in advance
and 15.2% made plans five to eight weeks ahead of time.
More than 18% of out-of-state visitors made arrangements for their trip
three to four weeks in advance, 17.7% made arrangements five to eight
weeks ahead, and more than 11% made plans nine to twelve weeks ahead
of time. Sixteen percent (16%) made arrangements three to four months
in advance.
Out-of-state visitors stayed a median of 7 days.
“Snowbirds” stayed for extensive periods of time (60 days or more).
Arizona residents stayed a median of 2 nights away from their homes.
How They Plan, How Often They Visit And How Long They Stay
Plenty of history
and plenty to do.
Survey respondent
1
What this means for you:
In-state residents can respond to “last minute” deals and opportunities.
Out-of-state visitors need advance notice.
Out-of-state visitors look for multiple things to see since they may stay a
week.
Both groups will probably return if they enjoy their visits and know there’s
more to see.
Questions to consider:
Do you have a guest book for people to sign that asks for their com-ments
and their email address so you can contact them again?
Are you contacting out-of-state visitors three-to-four months in
advance of upcoming events and exhibits?
Do you use email to alert in-state visitors of special offers and events,
sending alerts out one to two weeks in advance?
Do you communicate with visitors to encourage return visits? For
out-of-state people living in cold climates, sending chatty notes (either
email or snail mail) with reports of Arizona weather during the winter
months can be reason enough for them to return!
Do you thank them for their visit? Letting visitors know you appreci-ate
their business builds loyalty.
Is your web site up-to-date and does it include events and opportunities
three-to-four months out?
Are you adding value for your visitors by including events and experi-ences
in your community?
12
We visited my family
and friends. Thanks
for the hospitality.
Survey respondent
Who They Travel With
They aren’t solo travelers; they come with spouse or friend – or both.
Travel party In-state % Out-of-state % Total %
Spouse/partner 61.9 68.8 65.6
Friends 26.2 16.8 21.1
Child(ren) 16.9 15.8 16.4
Other relatives 11.6 10.6 11.1
Alone 9.7 11.3 10.7
Parents 7.0 4.0 5.4
Grandchild(ren) 4.0 2.4 3.2
Other 1.7 1.5 1.6
Business Associates 0.6 1.2 0.9
Photo courtesy of the Scottsdale Convention & Visitors Bureau
Built as a winter camp for Frank
Lloyd Wright, Taliesin West is one
of Scottsdale’s most important
architectural treasures.
13
Where They Stay
Almost half of cultural heritage visitors stay in hotels or motels.
More than one-quarter (28%) stay in private homes with family or friends.
Just 11% reported that they stayed in a resort.
Taken together, more cultural heritage visitors stay in RVs and camp-grounds
than in resorts.
What this means for you:
Information must be placed where it is readily available to them.
You may need to think creatively to spread the word.
Questions to consider:
Do hotels, motels, restaurants, camp grounds and RV parks display
your promotional material?
Have you met with concierges to inform them about your programs?
How recently have you invited front desk personnel to see and experi-ence
your destination or attraction?
Do you contribute to newsletters, such as RV clubs or camping organi-zations,
to tell them about your destination, attraction or programs?
14
Eighty-seven percent (87%) of in-state cultural heritage travelers use their
own cars.
Forty-seven percent (47%) of out-of-state visitors come by plane.
Thirty-three percent (33%) of out-of-state visitors drive in own car.
Of those who fly in, 42% rent a vehicle.
What this means for you:
Good maps are essential.
Driving directions should be clear and include insider tips.
Maps should be downloadable on your web site.
Questions to consider:
Can you create cultural heritage destination “maps” that include
other destinations/attractions in your area with good context-rich
information?
Can you update staff at information centers at your local airport about
your product?
Are there ½ and 1 day cultural heritage traveler itineraries available
that promote your area?
Can you provide travelers with “car friendly” ideas, such as a list of
parks and restaurants that are well suited for children?
Is it possible to have your organization included in geographic
information systems that motorists use when driving?
How They Get Here
15
I lived in Arizona
from 1980-2000
and tell everyone I
know that it is the
best state to visit
for ancient Native
American [experiences]
as well as present,
plus many wonderful
mining towns.
Survey respondent
Most Important Source of Information: Both groups rely on past
experiences, family and friends but in-state residents rely mostly on
newspaper articles (26%).
Sources In-state % Out-of-state % Total %
Previous experience 35.3 33.0 34.0
Friends/relatives 21.0 34.8 28.4
Other 11.5 13.3 12.5
Newspaper article 15.0 0.3 7.1
Other web site 2.6 4.1 3.4
Travel club 2.0 2.7 2.4
Arizona Highways magazine 3.1 1.2 2.1
Travel guide/tour book 1.8 2.3 2.1
Convention & Visitors Bureau 2.4 1.4 1.8
Television 1.8 0.9 1.3
Another magazine 0.9 1.4 1.2
AOT information packet 0.8 1.5 1.2
AOT web site 1.0 1.4 1.2
Travel agent 0.3 1.2 0.8
Arizona History Traveler/
Arizona Heritage Traveler Web Site 0.1 0.6 0.4
Where They Get Their Info
16
What this means for you:
	
Get to know the locals. They are your biggest source of referrals.
Treat your guests well. You want to be in everyone’s Christmas letter – e.g.
“We had this wonderful experience and cannot wait to bring you there
when you visit.”
Give your guests the best possible experience since visitors tell friends and
family about their trips, whether good or bad. Positive reports can inspire
return visits.
Questions to consider:
Do you plan special events for locals so they become your ambassa-dors?
Are there special programs just for them? For example, historical
attractions could honor local attendees who are native Arizonans or
20-year residents.
Could you partner with like-minded organizations and attractions
to create special family & friend events? For example: The Phoenix
Museum of History has a “First Families” group to engage descendants
of these families to participate in the museum.
Do you work with local enthusiast groups (e.g. railroad buffs, astrono-mers)
when their interests support your mission?
Have you considered a “Wish You Were Here” campaign by providing
a stamped post card from your destination/attraction that you give
each visitor during peak season, encouraging them to write to a family
member or friend and tell them about their visit to your destination.
17
Have you thought about a “Friends and Family Campaign” to thank
frequent local visitors? Friends and family could be given “Company’s
Here!” stickers that identify them as hosts when they bring in their friends
or family visitors and make them eligible for a discount or free soft drink.
Do you honestly and frequently assess the experience you offer?
How often is your attraction/destination updated or refreshed?
Are you using the Arizona Heritage Traveler web site as a resource to
promote yourself?
Do you encourage happy customers to post their comments on web
sites such as Trip Advisor?
Have you thought about writing and posting blogs describing activities
available in your area?
Is an events calendar posted on your web site that covers 6-12 months?
Do you market your gift shop and/or book store to the local residents
as a great place to find/buy special
items? Once they start patronizing
your establishment, they’ll be more
likely to bring guests for visits.
San Xavier del Bac Mission
located nine miles south of
Tucson was built by Franciscan
Friars. The White Dove of the
Desert, as it is called, is con-sidered
the finest example of
Mission architecture in the U.S.
18
Why They Visit
Of the 19 million out-of-state visitors to Arizona, 1.55 million are largely
inspired to visit by cultural heritage motives.
Eighty and six tenths percent (80.6%) of out-of-state travelers had visited
Arizona previously an average of 8 times. The median number of visits for
out-of-state visitors was 5 previous visits.
“We had been there before and wanted to see it again.”
–From survey at Tubac Presidio State Historic Park
So much new
development these
days is plagued by
generica. Jane Jacobs
long ago noted our
human quest for
the authentic, the
historic and the real.
Richard Florida,
author of The Rise of
the Creative Class
Tucson International
Mariachi Conference
is held every spring.
It attracts visitors
from all over the world
who come to enjoy the
music and the unique
festival atmosphere.
19
The mariachis were
our reason for
coming. We don’t
have mariachis in
East Moline, Illinois.
The Mariachi Milagro
Juronil came to our
area [in] September
2001. They were from
Tucson. Since I have
a cousin living in
Arizona for 39 years
and never visited him,
we decided to go
hear the mariachis
and also visit my
cousin. We have now
gone for four years.
From survey at
International Mariachi
Conference
Most Influential Reason to Visit: In-state travelers want the cultural heri-tage
experience; out-of-state travelers are coming to see family & friends.
Activities In-state % Out-of-state % Total
Visit family and friends 15.8 33.4 25.6
Cultural, arts, heritage activities 31.2 11.5 20.2
Attend an event/festival 14.3 5.6 9.5
Natural area activities 8.2 10.5 9.5
Driving to view scenery 8.2 8.4 8.3
Visit the Grand Canyon 1.8 10.5 6.6
Other 8.0 5.6 6.6
Business or convention 1.8 5.8 4.0
Shopping 4.2 0.0 1.9
Stay at a resort/spa 0.1 3.1 1.8
Watch sports events 1.2 1.6 1.4
Entertainment 1.4 1.1 1.2
Play golf 0.7 1.3 1.0
Sports activities 1.4 0.8 1.0
Adventure activities 1.1 0.5 0.8
Stay at a dude/guest ranch 0.1 0.1 0.1
20
[We return] to see
what is new – the
exhibits change
frequently and we
always learn some-thing
new about
Arizona. This time
it was the railroad.
From survey at Desert
Caballeros Museum
What this means for you:
Visitors want to learn, but they don’t want to be bored.
They want authentic, real and compelling experiences.
If the experience is positive, this group will come back!
They need reasons to keep returning – e.g. new exhibits, events, or a new
interpretation of what you’ve been doing.
Questions to consider:
Are you using events and exhibitions to package (and repackage) what
you have to offer? Have you enhanced the visitor experience with arts
performances or dramatizations to bring stories to life?
Do you offer behind-the-scenes tours? (such as those that are offered
at the Museum of Northern Arizona)
Do you give them enough reasons to
return?
Motives for the Trip in General:
Fun is the big motivator!
Desert Caballeros Western
Museum presents unique
exhibits and art shows
throughout the year that
celebrate the beauty, history
and spirit of the West.
21
We never knew
there were so many
wonderful and
educational places
like this!
From survey at
Casa Malpais
In-State and Out-of-State Travelers Rank These Reasons as
Important-to-Extremely Important
Reasons for visiting In-state Out-of-state
Have fun 94.8% 3%
See interesting sites 91.6% 91.6%
View scenery 81.3% 91%
Spend time with family & friends 81.5% 78.8%
Experience new & different places 81.1% 82.7%
Take it easy/rest/relax 76.7% 78%
Get away from everyday life 77.5% 77.7%
Experience nature 69.6% 79.7%
For the nice weather 65.6% 75.3%
Experience other cultures 77.9% 73%
Do many different things/activities 73% 74.3%
Learn about AZ history/culture 87.1% 71.8%
Be physically active 63.6% 66%
Be entertained 68.2% 54.4%
2
A cultural tourism
itinerary has greatest
appeal when it is
creatively combined
with related resources
and activities, whether
they be natural,
recreational or retail.
Partners in Tourism:
Culture and Commerce
What They Like To Do
In addition to cultural heritage attractions, these visitors enjoy scenic
drives, visits with friends and family, nature-based activities and shopping.
What this means for you:
These people enjoy the whole package of the state’s assets. Your most
successful marketing strategy is to package attractions and cross-market
to provide a diverse experience. Since most of these visitors travel by car,
the more information you give them on what to see and do, the longer
they’ll be tempted to stay or plan return visits.
Collateral materials should support this strategy with information about
shopping and natural sites.
You will want to make it easy by including driving directions that describe
the sites they’ll see.
Questions to consider:
Can you form partnerships within your community (restaurants, other
attractions) to make a more complete experience? For example, are you
creating exciting itineraries that include some surprises, such as nightlife
activities?
23
We enjoyed this
festival more than
Santa Fe Indian
Market. The schedule
also allows us to
attend the basket
market at the Heard
the preceding
weekend.
From survey at Pueblo
Grande Indian Market
What They Did While In Arizona
They visited museums and historic sites, enjoyed local or ethnic food and
shopped for arts/crafts. They also enjoyed driving to view scenery and
natural areas. As expected, out-of-state visitors reported a greater variety
of activities as part of their trip than did residents. While shopping was
popular with both groups, golf was not.
Activity Participation: They experienced Arizona’s history and culture.
Activities In-state % Out-of-state % Total %
Cultural, arts, heritage activities 71.0 81.8 76.8
Driving to view scenery 40.1 74.1 58.6
Shopping 36.6 49.2 43.4
Visit family and friends 26.0 56.2 42.5
Natural area activities 25.8 56.0 42.2
Attend an event/festival 22.7 16.4 19.3
Visit the Grand Canyon 5.6 27.2 17.5
Entertainment 12. 18.4 15.6
Other 14.0 10.6 12.2
Stay at a resort/spa 3.3 19.0 11.8
Play golf 3.3 9.3 6.2
Watch sports events 2.3 7.2 4.9
Business or convention 2.2 7.0 4.8
Adventure activities 2.4 5.3 4.0
Sports activities 1.8 3.4 2.7
Stay at a dude/guest ranch 0.2 0.9 0.6
24
Arizona has a
great mix of events
and activities for
all to enjoy.
Survey respondent
Both groups ranked visiting historic sites as the most important heritage
activity during their trip, followed by visiting cultural sites and museums.
Both in-state and out-of-state visitors agree that Arizona does not lack
cultural heritage product.
Participation in Heritage Activities: Museums and historic sites are the
biggest draws.
Activity In-state % Out-of-state % Total %
Visited a museum 62.2 79.3 71.6
Visited a historic site 51.9 74.5 64.1
Ate local or ethnic food 39.0 55.7 47.8
Shopped for arts/crafts 37.3 54.5 46.3
Visited an archaeological site 19.2 38.7 29.8
Attended a culturally themed
special event/festival 30.1 16.2 22.6
Visited a Native American
reservation 11.3 29.6 21.3
Attended a culturally
oriented concert 7.1 5.4 6.1
Went to a theater performance 2.8 7.3 4.9
Other 4.9 3.4 4.0
25
It reminded me of
my childhood life on
a farm. It was very
interesting to be able
to view all the things
I had grown up with.
Thank you!
From survey at Sharlot
Hall Folk Art Fair
What this means for you:
Package. Package. Package.
Concentrate on what is authentic, real and meaningful to your mission.
Personalize and customize to bring experiences alive.
Provide positive, authentic opportunities for interaction so visitors can see,
taste and take home some of their Arizona cultural heritage experience.
Partner and look for opportunities to work with museums and historic
sites in your area.
Questions to consider:
Is the quality of your experience as good as it can be – from exhibits
to your gift shop?
Do you provide opportunities for personal communication with
artists/vendors?
Do you schedule demonstrations and or workshops?
Have you investigated using “smart cards” with encoded information
for package discounts at multiple sites?
Do you mount exhibits that celebrate your heritage? The Desert
Caballeros Museum is having success with its Cowgirl Up! art show
that celebrates women western artists.
Do you collaborate creatively? Venues in the Phoenix area are part
of the ShowUpNow Pass which is also available online. It offers
visitors the ability to buy a package of museum admissions, including
a one, two-or three-day pass with unlimited access to many of the
area’s museums.
26
...Where the travel
industry might speak
of destination and
their attractions,
the humanities tend
to speak of place and
their power...places
are best defined by
their culture, by the
stories born there
and told there. A
place is a destination
with a story.
James Quay,
Executive Director,
California Council for
the Humanities
Do you make holidays special for your visitors so they will want to
return? You might serve local cookies or muffins with tea and inform
your local community in advance that you’ll be doing this so it can get
the word out for you and bring in guests! Celebrate Halloween, Valen-tines
Day, plus all four seasons.
Can you identify a series of lectures or workshops especially for the
heritage/cultural visitor?
Can you publicize special programming? If you are listed on the
Heritage Traveler Web Site, could you send this as “news” item for the
Home Page?
Can you create a
new event from
what you have at
hand? Enhance
your story by creat-ing
a mini-festival
with the addition of
food and/or art.
The Heard Museum,
located in Phoenix, is one
of the finest anthropo-logical
museums in the
country. In addition to
its fine permanent and
traveling exhibits, the
museum hosts festivals
and competitions that
bring in the world’s
finest Native artists and
hoop dancers.
I’m coming back!
Survey respondent
I lived in Arizona from
1980-2000 and tell
everyone I know that
it is the best state to
visit for ancient Native
American [experiences]
as well as present,
plus many wonderful
mining towns.
Survey respondent
Arizona Humanities Council
The Ellis-Shackelford House
1242 N. Central Avenue
Phoenix, AZ 85004-1887
Phone:602/257-0335
FAX:602/257-0392
www.azhumanities.org
www.arizonaheritagetraveler.org
Arizona Office of Tourism
www.arizonaguide.com
www.azot.gov