Leelanau Tourism Initiative: Listening Sessions Summary
Preliminary Findings, March 26, 2007

Introduction: The Leelanau Tourism Initiative roots date back to 2004 when a loose knit group of Leelanau Peninsula based tourism businesses and organizations gathered to discuss marketing the Peninsula as a year round destination. Inspired for this Initiatinve resulted from the Leelanau Peninsula Vintners Association "Great Getaways" program that aired on PBS and the Travel Channel in the Spring of 2004. The show resulted in over 3,000 requests for information on the Leelanau Peninsula. While themed around the wine industry on the Peninsula the program painted a picture of the Leelanau Peninsula visitor experience by highlighting several of the top attractions on the Peninsula.

Rick Coates from the Leelanau Peninsula Vintners Association coordinated the first meetings in 2004 and has spent the last couple of years researching other rural agricultural regions that have successfully created tourism initiatives. He arranged for leaders from those regions to tour the Leelanau Peninsula resulting in the statement by those that visited: "You have a goldmine here on the Leelanau Peninsula, your challenge is that no one knows about you." He also spoke to numerous businesses and individuals on the Leelanau Peninsula during the past two years. In the fall of 2006 along with Andy McFarlane of Leelanau Communications the findings were discussed to Leelanau Peninsula tourism stakeholders and it was decided that the next step should be taken in the process.

The next step in the process was a series of Listening Sessions on the Leelanau Peninsula with interested businesses, organizations and individuals gathering to give a wide range of input. Listening Sessions were divided up into 5 sessions with 2 geographically close communities coming together at the same time to give input.

Who participated? In total 242 participated in the process by either attending a listening session or submitting their input online at the Leelanau Tourism Initiative website.

The Next Step: During April specific groups will be surveyed to include Lodging, Cultural, Agricultural, Restuarants, Major Attractions to specifically identify their needs and seek their input. In May the complete findings will be released at a Peninsula wide gathering to allow those who have been away this winter to participate. The information today is just a partial overview of the findings to date.

The next step after the Research Phase has been completed will be Implementation Phase. In late May a committee will be formed and steps will be taken to create a non-profit organization and study the various funding sources options based on the final objectives.

In 2007 two additional tourism trails will be established. Modeled after the successful Leelanau Peninsula Vintners Association Wine Trail, a Leelanau Food & Farm Trail will be established, also a Leelanau Gallery & Art Trail. Details on both will be released in May.

Results: These results are not complete as input in the process is still coming in. We thought that is was important to release findings to date to keep the discussion process moving forward. Complete findings will be released in May that will include a breakdown of input by region. This overview is for the whole Leelanau Peninsula and results are listed by most responses received.

List potential benefits that might result from increasing the tourism industry on the Leelanau Peninsula:

1. Year round economy/Sustainability of local economy/Stores & Restaurants open year round

2. More jobs

3. Community Revitalization

4. Diversification of shops and services

5. Preservation of rural character/farmland preservation

6. Increased cultural offerings

7. Increased community services (sewers, more law enforcement)

8. Increased Property Values

9. Jobs for young professionals/retain and attract the "under 40" families

List potential negatives that might result from increasing the tourism industry:

1. Chain hotels/restaurants (pressure to allow them onto the Peninsula)

2. Elimination of Leelanau Lifestyle/Loss of rural character/Loss of Identity

3. Congestion/Traffic/Over Development

4. Become like Traverse City/Become Generic or Cookie cutter communities

5. Crime

6. Increased Taxes

7. Pollution/Littering

8. Lack of respect for our Natural Resources and other assests

Identify in order of importance what you consider to be the most important "attractions" on the Leelanau Peninsula that appeal to visitors:

1. National Park/Sleeping Bear Sand Dunes

2. Fishtown

3. Wineries

4. Lakes/Beaches

5. Unique Small Towns/Locally Owned Shops & Restaurants

6. Lighthouse

7. Farmland/Scenery

8. Marinas/Harbors

9. Cherry Republic

10. Galleries/Local Artists/Cultural Offerings

11. Festivals: Leland Wine Fest, Cedar Polka Fest

12. Homestead Resort

13. Casino

14. Islands

15. Bike Trail/Hiking Trails

16. Golf Courses

17. Cherry Trees

18. Fall Color

19. Winter Activities: Downhill Skiing, X-Country, Snowshoeing, Snowmobiling

20. Bay Theater

21. Sunsets/Sunrises

22. M-22 Drive

Miscellaneous Input:

1. Leelanau Peninsula needs its own brand/identity

2. A collaborative marketing effort that is all inclusive is needed

3. Creation of Leelanau Peninsula Visitor Website

4. Focus on shoulder seasons tourism

5. Maintain and Market the Uniqueness of the Peninsula

6. Development of map for visitors

7. More Festivals & Events

8. More Cultural Offerings

9. Partnering with Traverse City and others without being a side note to them

10. Make Leelanau Peninsula a destination for weddings/ art classes/cultural events

11. Weatherproof the Peninsula: Market the Leelanau Peninsula as a destination that has offerings regardless of the weather

12. Improved customer service

13. Have some familiarization tours of the Peninsula for the media, Traverse City and our own residents

Questions, Comments, More Information

If you have questions, please contact Rick Coates by email to rick@lpwines.com or by calling (231) 938-1811.