The intent is to promote Wrangell’s unique attractions, its wildlife, culture and history, aiming to attract more independent travelers to town.
“Our goal is to establish a steady stream of visitors,” Kate Thomas, the borough’s economic development director, said of the town’s new Travel Wrangell marketing plan.
“It’s bringing in that independent traveler,” she explained in an interview last month. The objective is to have visitors “spend more money and more time” in town.
The marketing plan has been under development since last May, a month after Matt Henson came onboard in the new position as the borough’s marketing and community development coordinator.
“A lot of the marketing effort before” was constrained by limited staff and budget, Thomas said. Though embarking on the tourism-building campaign does not mean spending a lot of money, she said. The effort will be frugal. “It’s a building block,” she said of the first year.
The assembly approved the 2024 marketing plan at its Dec. 12 meeting. It is the town’s first such comprehensive strategy, Thomas said. The plan was developed under the review of the Wrangell Convention and Visitor Bureau.
“The plan highlights Wrangell’s distinctive attractions, an analysis of current market trends, and the creation of a compelling message aimed at drawing in visitors,” Thomas explained in her presentation to the assembly.
The campaign, called Travel Wrangell, “plans to drive independent visitor numbers, economic growth and diversity while building Wrangell’s reputation as a must-see destination.”
Wrangell drew an estimated 33,000 tourists in 2023, with about 90% coming aboard cruise ships.
The Wrangell Visitor Economy report, prepared for the borough last year by Juneau-based Rain Coast Data, estimated visitors would spend more than $7 million in town during the summer of 2023. The report also noted that while cruise ship passengers spend an average of $178 in the community, independent travelers who arrive by air spend an average of $568 per person.
The presentation given to the assembly last month highlights the town’s attractions for building up the independent traveler trade: “Wrangell offers unique opportunities for nature enthusiasts and wildlife aficionados. The crown jewel of its attractions is Anan Creek, renowned worldwide for its exceptional bear viewing experiences. Beyond that, Wrangell beckons with a myriad of enticing activities, including journeys into the Stikine-LeConte Wilderness, explorations of Chief Shakes Island, and visits to Petroglyph Beach State Historic Park, which is home to Southeast Alaska’s highest concentration of ancient rock engravings.”
The plan acknowledges, however, that “the community must diversify its offerings, crafting new and exciting shore excursions to accommodate the growing number of visitors.”
It lists as weaknesses the town’s “aging marine and community infrastructure,” a shortage of lodging, “visitor perception that Wrangell is difficult to access,” and a lack of land-based tours and activities.
The prime target audience, according to the plan, is people age 35 to 55 with household income above $75,000 a year, who are outdoor recreation travelers who look to social media for travel inspiration and share their travel experiences on social media during and after trips.
A secondary target audience is people over age 55, with a household income over $100,000 a year, who book their own independent travel, who have an interest “in birding and wildlife adventures as well as historical and cultural tours/interpretations.”
The work plan includes print and digital advertising and promoting Wrangell at multiple trade shows.
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