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Marketing

History of IOGA Group Marketing Efforts

The IOGA group marketing efforts have been connected to the Idaho Department of Commerce / Idaho Travel Council (ITC) statewide grant program since the early 1980s. Per ITC grant rules, IOGA qualifies (non-profit status with a tourism industry focus) for the ITC competitive grant program. During the period between 1982 and 2004, IOGA has been awarded a total of $1.03 million with an annual grant award average totaling $47,000.

The IOGA was one of many entities that supported the establishment of the Idaho Department of Commerce in 1982 along with the resultant tourism promotion grant program that is funded with approximately one half of the total 2 % "bed" tax that is collected on each lodging night. The IOGA has competed for and been successful in garnering an ITC grant each year since the program was established to promote awareness of the Idaho outfitting and guiding industry, primarily to non-resident visitors. The IOGA estimates that there are approximately 70 outfitter businesses statewide that provide lodging to visitors and therefore collect the 2% tax directly.

By ITC grant rules, each grant applicant must have a 50% match for each dollar awarded. The IOGA match has been garnered through the sale of ads to outfitters for the State Travel Guide. IOGA is one of two multi-regional grantees, the other being the Idaho RV Association. To be eligible as a multi-regional grantee, the IOGA established seven, which is the number of ITC regions, non-profit chapters statewide. These chapters were established for the sole purpose of grant eligibility. Outfitters are encouraged to be involved and members of the State's regional tourism organizations.

IOGA member and subsequent executive director, Grant Simonds, with member input, has written and lobbied for each IOGA grant since the program's inception in 1982. Grants are generally due in mid-May to early June. The ITC staff reviews the grant in early June and recommends clarification, if needed. Awards are made in late July by the ITC, which consists of eight members appointed by the Governor. The outfitter industry has been fortunate to have had an outfitter on the ITC since its inception. Outfitters Mike Smith, Frogg Stewart, Barbara Opdahl and Marty Smith, all from Region 2 (Clearwater area) have all served multiple terms on the ITC.

It was common during the 1980s and early 1990s for some of the ITC IOGA grant funds to be used to support volunteer association members to attend sport and travel shows around the country to promote the industry. The IOGA Directory and individual outfitter business brochures were passed out to interested show attendees. Another common grant element in the early years of the ITC grant was placement of ads in popular hunting, fishing and adventure travel magazines.

Several research projects have been partially funded utilizing ITC funds including a 1987 economic impact study done by graduate student Jake Lansche of Idaho State University. In 1993/94 another economic impact study was completed by Stuart Leidner and Ed Krumpe of the University of Idaho. Support for this research effort came from both ITC grant funds and the Foundation for North American Wild Sheep. Other cooperators were the Idaho Outfitters and Guides Licensing Board and the U.S. Forest Service. Separate and subsequent market research was completed in the late 1990s and 2000. Summary copies of these research projects are available by contacting the IOGA office.

Since 1991, the IOGA has had a partnership with the Idaho Department of Commerce Idaho Travel Council to sell ads for the Guided Outdoor Adventures section of the State Travel Guide. Printing and distribution of the "reprint", the annual IOGA Directory, has been funded through the ITC grant. All licensed outfitters, IOGA member or not, will be listed in the 2005 IOGA Directory. It should be noted that the IOGA has had a Directory since at least 1961.

In 1995, grant funds were used to establish an IOGA presence on the Internet at www.ioga.org Grant funds have been used each year since to refine the IOGA website.

ITC grant funds were used during the summer of 2004 to co-sponsor Kid Outdoors on a national cable sportsmen channel. Kid Outdoors is an Idaho produced 30 minute television show focused on kids and professionals, such as outfitters and guides, enjoying outdoor recreation experiences together. A new grant element for the current 2004-05 grant is an e-newsletter. The first edition of the e-newsletter was produced and distributed in early December 2004.

In 1994 IOGA hired Lorraine Roach, Hingston-Roach Group, to coordinate the IOGA Marketing Program. Her services included soliciting member input to write a marketing plan, working with the IOGA Marketing Committee and assisting with and/or implementing various elements of the IOGA Idaho Travel Council (ITC) grant. Roach was compensated through a commission on the ad sales for the Guided Outdoors Adventure section of the Idaho State Travel Guide. In 2001, she resigned and the IOGA executive director again assumed marketing coordination responsibilities for the IOGA. The IOGA office manager assists with the bookkeeping and reporting functions related to the grant program. She is also responsible for ad sales for the Guided Outdoor Adventures section of the Idaho Travel Guide. All licensed outfitters are eligible to purchase an ad.

In summary, the IOGA group marketing program is focused on raising awareness of Idaho guided outdoor adventures, is supplementary to individual business marketing and strives to steer outdoor recreation visitors to individual licensed Idaho outfitter businesses. Tourism is Idaho's third largest industry and the Idaho outfitter and guide industry represents the largest segment of the outdoor recreation portion of the Idaho tourism industry.