|IPW 2014 A Spotlight on Parks & Partners
|This NPPC-created banner will greet delegates to IPW.
At IPW 2014 in Chicago, Apr. 5 – 9, America’s National Parks and their partners will be spotlighted and the center of attention.
Here’s a rundown on what’s new at IPW:
Don Foste, director of travel industry sales & marketing at DNC Parks and Resorts will be promoting new concession operations at Kings Canyon NP (John Muir, Cedar Grove Lodge, Grant Grove Cabins) and Peaks of Otter Lodge along the Blue Ridge Parkway. Foste anticipates focusing on building relationships with international wholesalers and receptive operators in key markets.
The Xanterra Parks and Resorts are coming together under one banner for the first time at IPW with six booths that will occupy two blocks of an aisle on Federal Row. Betsy O’Rourke describes Xanterra as having grown into a diversified global hospitality and travel company, though it still retains its roots as a national park service provider. Xanterra’s newest addition is the XPR family of Glacier National Park Lodges. At IPW, Xanterra will introduce standardized contracting, policies and centralized resources across its network, including trade portal for international buyers. O’Rourke expresses excitement about Xanterra’s expanding portfolio of America’s most desired destinations,” which include lodges at Yellowstone NP, Grand Canyon NP, Zion NP, Death Valley NP, the Grand Canyon Railway and now Glacier NP.
Grand Canyon Railway is all about living its rich history, says Bruce Brossman. The railway was started to serve miners and carried tons of copper ore before the copper ran out. The line was converted to carrying passengers, replacing a 12-hour stagecoach ride to the Grand Canyon with a 3-hour train ride. The new ease of traveling to the canyon led the Fred Harvey Company to provide visitor services and construct the El Tovar Hotel, Bright Angel Lodge, Hopi House and other historic structures along the South Rim which, in turn, led to the establishment of Grand Canyon NP in 1919. Today, GCRY transports 200,000 passengers from Williams to the South Rim on what CBS News calls, “the greenest train in America.” At IPW, Brossman will be carrying Xanterra’s message of “legendary hospitality with a softer footprint” by encouraging international visitors to combine transportation and lodging in one easy booking.
BrandUSA is playing an integral role as a partner with the NPPC in bringing together all Federal agencies on IPW’s marketplace floor, under the Discover America banner. The expanded Brand USA presence includes Federal Row, an NPPC-organized area that concentrates the U.S. National Park Service, recreation.gov, America’s Great Outdoors, BIA/AIANTA, the U.S. National Scenic Byways Foundation, the U.S. Dept. of State and the U.S. Commercial Service adjacent to BrandUSA’s massive (50 x 80′) pavillion and IPW’s main lounge. A consistent look and feel with uniform carpeting, graphics and design elements will provide a bigger presence for the U.S.A. and its promotional agencies, says Aaron Wodin-Schwartz, director of public policy at BrandUSA.
This IPW will reinforce the relationships established with the creation of BrandUSA, that the U.S.A. is committed to making it easier for international visitors to vacation here. BrandUSA now works with nearly a dozen Federal agencies to implement the National Travel and Tourism Strategy, says Schwarz, “Our collaboration with the NPPC and the exhibiting government agencies along Federal Row is a great example of how public-private collaboration helps everyone achieve better results.” Schwarz indicates that BrandUSA will be unveiling several outdoor promotional initiatives with these partners in coming weeks and months.
2013 BrandUSA accomplishments include:
- generating 11 million incremental visitors to the USA, who spent $7.4 billion, supporting 53,000 additional jobs;
- retaining 97% of its partners, doubling funding and expanding its partner base three-fold from 87 to 338 in the past year;
- expanding consumer advertising in 2014 to 10 key markets, travel trade outreach to 20 markets and co-op marketing beyond that;
- establishing an international marketing platform that now includes over 100 co-op programs, 24 international trade shows, sales missions, mega fams, and
- forging ground-breaking partnerships with the travel industry, Federal and other marketing partners.
To learn more about IPW, call Sue Cronin at (203) 256-8402, or email firstname.lastname@example.org