Tribes looking at ways to showcase culture

0 Comments | Deseret News (Salt Lake City), Aug 13, 2006 | by Scott Craven The Arizona Republic

PHOENIX -- A survey that has surprised the state's tourism officials indicates that although American Indian casinos draw a fair share of customers, the real travel jackpot is the wealth of tribal culture.

As a result, Arizona's Office of Tourism is working with tribes statewide to devise an ad campaign to take advantage of an increased interest in Indian culture.

"There is a keen curiosity in what Native American culture is like," said Jacki Mieler, director of media relations and communications for the tourism office. "People are willing to take the time to explore. We need to connect with that audience to increase tourism."

The survey says that people who visit tribal lands stay longer and spend more on lodging, shopping and entertainment than Arizona visitors in general.

The study is a clear indication that the time is ripe for a marketing campaign focusing on the Indian experience, Mieler said.

Past ads and commercials have touched on Indian culture, but this is the first time tourism officials are working directly with tribes to create a campaign aimed directly at travelers curious about the Navajos, Hopis, Apaches and others.

Results could be lucrative for tribes and the state, if the survey is any indication, Mieler said.

The average household income of those visiting Indian communities was $102,000, compared with the $72,700 average household income for all of Arizona's domestic overnight visitors.

"Native Americans are drawing quality tourists, people willing to spend the time and money to do it right," she said. "It is an educated, wealthy group. We were unaware certain opportunities existed until the study."

Shortly after the Tourism Office saw study results earlier this year, it contacted the 22 tribes across the state to ask if they were interested in increasing tourism. Most were eager to become involved, Mieler said.

Tribes have since been asked to submit information on events, landmarks and cultural sites so the state can help them develop brochures and publicity campaigns.

The effort has led one tribe to explore the possibility of building a visitor and cultural center.

For years, the Fort McDowell Yavapai Nation has lured tourists with a casino, hotel and golf course, enhancing the experience with tribal dances and art shows. Shortly after the results of the study were revealed, members started to think about ways that would showcase their culture, said Steve Geiogamah, Fort McDowell's tourism manager.

"The casino is not our main draw, though perhaps that's what many people think," Geiogamah said. "People come to understand the culture. The study reaffirms that, so now we're evaluating the possibility of a cultural center."

But there is some hesitancy among Indians.

Adam Teller, whose business depends on visitors, fears the day he may need a bus to accommodate all the tourists wanting to see Canyon de Chelly on the Navajo Reservation.

The canyon, which is private property and considered sacred, could suffer under too much exposure, said Teller, who runs Antelope House Tours.

"A few more visitors would be nice; we could use a little extra business around the canyon," Teller said. The money would be nice, but the canyon would suffer with too many people, he added.

There is little traffic along the dusty 17-mile road that loops through the mesas and buttes of Monument Valley on the Navajo Reservation on the Arizona-Utah line, but the area's increasing popularity is evident in the parking lot of the visitors center. Dozens of jeeps, vans and flatbeds await tourists.

The balance between nature and financial nurture is just about right, said Richard Frank, a guide who works for Simpson's Trailhandler Tours. The area may be able to handle a slight increase, but any more could be a problem because there are only a few hotels within 30 miles of the park.

Maralynn Yazzie, however, would love to see more people prowl the dark, narrow aisles of the Hubbell Trading Post in Ganado. Yazzie, who has worked at the historical landmark for 18 years, said the post is overlooked by most who tour the Navajo Reservation.

"If more people knew about us, I'm sure we'd get more tourists. A new marketing program would be wonderful," she said.

Mieler said the Tourism Office will be working closely with tribes over the next few months to develop a plan that is sensitive to everyone's needs.

Some tribes, for example, are not equipped to handle an increased number of visitors. They live in remote areas with few amenities and little desire to shelter and cater to more tourists.

There also are cultural barriers as tribes prefer to keep certain areas and rituals private, and Mieler said those needs will be respected.

"One of the challenges we've faced is making sure to understand and respect each tribe's needs," Mieler said.

The plan eventually will result in ads targeting the desired demographics, the largely well-heeled travelers from Europe and Japan, Mieler said.

Indian culture already lures thousands of people from those areas, but the study indicated a more extensive marketing campaign could reach many more interested in the West.