Virginia Coastal Program: 2005 Coastal Grant Project Description and Final Summary

Project Task:

FY2005 Task 51

Grantee:

Middle Peninsula Planning District Commission

Project Title:

Middle Peninsula Coastal Experience Enhancement

Project Description as Proposed:

Trip planning to coastal communities is primarily conducted via the internet. When a trip is planned, generally the first tool used for many travelers is GOOGLE. Virginia Coastal Communities, especially the Middle Peninsula are losing ecotourism travelers and thus not supporting Executive Order Goal 6. The region does not have a web based trip planning tool to assist travelers with planning coastal experience opportunities. The goal of this project is to improve access to coastal experience opportunities and information resources as well as encourage on the ground nature-based ecotourism tourism opportunities within the Middle Peninsula in support of Executive Order Goal 6. A comprehensive web based guide to public access and coastal experiences will be developed and housed on the Virginia River Country website www.visitrivercountry.org.

The River Country Tourism Council (RCTC) will maintain site content after the site has been developed. RCTC will assist with the development of a site management plan covering short, medium and long term strategies.

The River Country Tourism Council is comprised of dedicated tourism- related marketing representatives from the six counties and three towns within the Middle Peninsula and reports back to the MPPDC Commission and member localities on project activities. RCTC works in partnership with the Virginia Tourism Corporation. The Corporation’s Vision Plan states that Virginia’s goal is to be “Number One” in ecotourism in the United States. At the state, regional and local level, there are many destination marketing organizations (DMO’s) that promote Virginia tourism. RCTC is the Destination Marketing Organization for the Middle Peninsula As the local DMO and daily practitioner for marketing, RCTC firmly believes that existing state and federal DMO website are not currently serving local marketing needs. The focus of these organizations is primarily compatible-sustainable economic growth within the tourism market.

Throughout this entire project, stakeholders in the region, including local government, state government, academic institutions, NGO’s and others will be consulted for guidance on development of these tools. Additionally, a technology advisory committee will be assembled to participate in the discussion of site architecture to ensure scalability. The project Goals and Objectives follow:

Goal 1: Improve public access information availability for the Middle Peninsulas portion of Virginia’s coastal zone. Create a detailed and searchable online resource of coastal experiences opportunities and public access sites within the Middle Peninsulas portion of Virginia’s coastal zone. (i.e. natural areas, boat ramps, beaches, fishing piers etc.).

Objective 1: Define criteria for the types of sites that exemplify a “coastal experience”. (e.g. working waterfronts, local seafood restaurant and historic coastal towns, water trails etc).

Objective 2 Create a list of “coastal experience” sites politically and functionally promotable for destination experience sites (estimated 200-500 sites and activities).

Objective 3: Design and implement a server side-backend application containing relational database or equivalent technology of coastal experience content material. Design and implement a web based client side-front end application facilitating coastal experience trip planning content. Front end and Rear end applications will utilize the best available technology, such as ASP, XML, Cold Fusion, Java Script , and Flash. Web activate the front end and back end application with “coastal experience” sites.

Federal Funding:

$35,000

Project Contact:

Lewie Lawrence - 804.758.2311: llawrence@mppdc.com

Project Status:

Project Completed

Final Product Received:

Report on Development of the Middle Peninsula Coastal Experience Enhancement Website - PDF

Project Summary Provided by Grantee:

Trip and vacation planning is primarily conducted via the Internet. Virginia’s coastal communities, especially the Middle Peninsula, are suspected to be losing tourism opportunities because state and federal destination marketing organizations are not currently serving local marketing needs. To improve access to coastal experience opportunities and promote sustainable and compatible economic growth through the tourism and ecotourism markets, the Middle Peninsula Coastal Experience Website was developed. The site is a web based traveler’s tool designed to market and serve as a comprehensive guide to exploring coastal experiences in the Middle Peninsula. The website address is http://www.visitrivercounty.org. The Middle Peninsula region served as a pilot for this project.

A “coastal experience” site is a destination in the coastal zone that offers the visitor an experience that helps them to understand and enjoy Virginia's coastal resources. Sites have some connection to the water within the coastal zone of Virginia. A connection can be explaining history, natural resources or culture of the coastal areas, providing opportunities for water based recreation or offering the visitor simply a view of the coast, the natural resources and landscapes.

The MPPDC worked in partnership with the Virginia River Country Tourism Council (RCTC) to identify tourism-related marketing representatives from each jurisdiction participating in the project (six counties and three towns). The stakeholder group developed the definition for what constitutes a “coastal experience,” categories of coastal tourism activities that could be expanded coastal zone wide (Things To Do and Places To Go), marketing approaches, target audiences, and website “tools” or features. The RCTC reported back to the MPPDC Commission and member localities on project activities. The RCTC is also responsible for site maintenance.

Vanguard Web Studios was contracted to design a relational database and implement the Coastal Experience website, a comprehensive guide to exploring coastal experiences in the region. The consultant designed and implemented a secure login data entry website for participating jurisdictions to add and update coastal experience sites in their localities. Vanguard Web Studios performed usability tests on the Coastal Experiences website to generate usable feedback and suggestions on how to improve the usability and functionality of the website.

All parties to the project recognized the importance and power of the Internet as an economic development tool, especially one that promotes a natural resource based economy. The Coastal Experience website will offer many more coastal tourism opportunities as good data continues to be entered into the database.

Disclaimer: This project summary provides the federal dollars initially awarded to the grantee. Due to underexpenditure or reprogramming of grant funds, this figure may change. For more information on the allocation of coastal grant funds, please contact Laura McKay, Virginia Coastal Program Manager, at 804.698.4323 or email: Laura.McKay@deq.virginia.gov

A more detailed Scope of Work for this project is available. Please direct your request for a copy to Virginia.Witmer@deq.virginia.gov

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