MORAN - Four season geotourism could be the solution to the traditional feast or famine nature of tourism in the Greater Yellowstone Region.

At least that's the hope of the Yellowstone Business Partnership and National Geographic - both celebrating the March release of the new Geotourism MapGuide to the Greater Yellowstone

Region and its companion Web site, www.yellowstonegeotourism.org, which share locals' knowledge on everything from where to find the best huckleberry milkshake and great community events to where to watch rescued grizzlies and wolves in their daily activities.

The May annual meeting of the Partnership, held at Jackson Lake Lodge, featured an extensive discussion about geotourism and how the region might better build up tourism year 'round, not just summer and winter.

The Greater Yellowstone Regional MapGuide is a collaboration of National Geographic Maps, the Center for Sustainable Destinations, Wyoming Travel & Tourism, Idaho Division of Tourism Development, Travel Montana and its region and community tourism partners, Greater Yellowstone Coalition and Yellowstone Business Partnership, as well as numerous organizations and individuals serving as the Greater Yellowstone Geotourism Council. The MapGuide also received funding from the U.S. Forest Service, Bureau of Land Management and National Park Service.



Luring 'geotourists'

Geotourism is defined as "tourism that sustains or enhances the geographical character of a place-its environment, culture, aesthetics, heritage, and the well-being of its residents," according to National Geographic.

Marketing specialist Lorraine Roach of Grangeville, Idaho, said the regional tourism industry has tremendous room for growth, as overnight stays in July alone are greater than September through May combined.

The greatest opportunity, said Roach, lies in the region's shoulder seasons - September, October, November, March, April and May - acknowledging that locals need two weeks in April for "time off."

Roach defined eight categories of tourist types - three of which could be grouped together under the "geotourist" label.

"Geotourists tend to seek travel companies and suppliers who are environmentally responsible, use sustainable practices, use décor reflecting local culture, offer local cusine, educate visitors about the environment and historic/cultural preservation, use local products and foods, hire locally, and support community sustainability and beautification efforts," wrote Roach.

Roach said the region could attract geotourists with:

n Specialty interests and events;

n Fall hunting and fishing (especially women)

n Scenic drives in the Northern Rockies

n Heritage/Culture attractions like historic trails, Buffalo Bill, Lewis & Clark, Native Americans.



Lifestyle emphasis

Reid Rogers, of the Teton Valley Chamber of Commerce, said it is a mistake to confuse geotourism with vacations. "This is a lifestyle, not a vacation. That's how they live. If they get information about the Greater Yellowstone Region, they'll come, regardless of the economy," he said.

Rogers is leading the development of a geotourism museum in Driggs, aimed directly at the geotourist and the region. "The region is more important than the separate parts," he said.

Bill Berg, operator of the Cool Works Web site for seasonal recreation workers, wondered if the region might benefit with a cooperative effort to build hospitality skills and define career paths for the thousands of young adults that flock to the Yellowstone region for summer and winter jobs.

"Good people come and stay, enhancing the labor gene pool," said Berg. It is in everyone's interest to have a committed, well-trained staff, drawing from a regional talent pool, he said.

"National Geographic has even suggested the need for certified hospitality training," said Berg.



Jackson's way

Tim O'Donoghue, executive director of the Jackson Chamber of Commerce, said his business community rallies behind special events throughout the year, but especially in the shoulder seasons.

Old West Days celebrates Jackson's cowboy and ranching heritage, said O'Donoghue, but the Memorial Day date also brings the risk of inclement weather, and with it, the nickname of "Old Wet & Cold Days."

The three-week Fall Arts Festival brings in national artists and art buyers from around the nation, said O'Donoghue. "It helps make September a stronger tourist month than June," he said.

Jackson has a strong group of spa and wellness-oriented businesses, so it was natural to set up a 10-day, early October "Teton Wellness Festival," said O'Donoghue. "Last year, we saw a 15 percent increase in lodging revenues that month," he said.

The Splurge campaign runs between the day after Thanksgiving to Dec.15, he said.

"Last year we had 90 businesses offer deep discounts to the drive-in market, and we saw a 12 percent lodging increase," O'Donoghue said.

 

Wyoming Business Report Managing Editor Brodie Farquhar can be reached at brodiefarquhar@hotmail.com or 307 333-4024.