Announcing the Third Edition of
The Visitor’s Guide to the Joshua Tree Gateway Communities
Now including the Sand to Snow National Monument Produced by The Sun Runner Coming Fall, 2016
Short Answer: YES! but doesn’t everyone use their phones now? Short answer: nO! who should be in the visitors guide? Short answer: you! i don’t need any more business, so why advertise? Short answer: ack! but why the sun runner’s visitors guide? Short answer: Does the hi-desert really need a visitors guide? The hi-desert/Joshua Tree Gateway Communities are a destination—even if a lot of us don’t know it yet. With more than 2 MILLION annual visitors per year, AND a new NATIONAL MONUMENT, it’s clear this area is experiencing a growth in tourism that can be expected to continue. A visitors guide is a necessity, not an option.
Lots of people use their phones while on the road. Lots don’t. But many people prefer (even Millennials) to read a printed visitors guide when planning their vacations. Our visitors guide will also include an enhanced and embeddable digital version, as well as a mobile-friendly website, so travelers will still be able to use their phones!
Virtually all attractions, lodging, dining, shopping, and traveler-related services should be in the visitors guide. Local government definitely should support and have a presence in the visitors guide, and should include a statement of welcome to all potential travelers reading the guide. Friendly and welcoming are the keywords here.
Virtually every marketing study points out that you should advertise and promote your business, even when times are good. Why? Because when times are bad, you don’t have the budget for it. Most successful businesses still can use promotion, and this is your opportunity to both inform visitors about your business, and support your community.
The Sun Runner has produced the two previous (and popular) Joshua Tree Gateway Communities Visitors Guides— the only comprehensive visitors guides for our area. With a background in business and economic development journalism, as well as more than 10 years in cultural heritage tourism development, we’re uniquely qualified to produce the best print/digital/web visitors guide.
because it’s the smart thing to do!
Facts about Visitor Guides From professional destination marketing studies While more than 81% of visitor guide users said they used a printed visitors guide in planning their trip, nearly 25% said they used a digital version of the visiThe top motivations for ordering a visitor guide are tors guide for trip planning purposes, and about 42% to have a resource to plan a vacation and learn about used online maps. the destination, and to have a guide to take on a trip. In-market resources utilized by visitor guide users Attractions and maps are the top content sought in planning their activities while in the destination, from visitor guides. About 80 % of users were seek- include 75% using the printed visitor guide, and ing information on the destination’s attractions and about 7% using the digital visitor guide. nearly 70% wanted maps. There is a high degree of satisfaction with visitor Nearly 70% of potential visitors actually travel to the guides—more than 95% of guide users surveyed destination after receiving a visitor guide. But nearly who visited the destination in the guide were Satis7% make two to four additional trips to the destina- fied (32.3%) or Very satisfied (63%) with the guide. tion after receiving the guide. Articles are considered the most helpful content in 20% of visitor guide users had not made their desti- visitor guides (76.5%), though 67.3% of visitor guide nation decision when they requested the guide. Of users rated advertisements as helpful to trip planthose subject to influence by the guide, almost 90% ning as well. decide to visit the destination because of the visitor A study by the Western Association of Convention & guide. Visitors Bureaus Education & Research Foundation Visitor guides are effective at lengthening stays in found the overall economic impact of each visitors the destination. Nearly 28% of those who already guide sent to a potential traveller requesting a guide made their destination decision said the guide influ- was $48 per guide. enced the number of days spent in the destination. Almost 71% reported increasing their intended Studies find visitor guides not only increase length length of stay in the destination by an average of of stay, but also increase the number of attractions and events people include in their trips. nearly two full days. Travelers request visitor guides primarily to serve as a trip planning tool.
Once a traveler receives a visitor guide, it largely becomes the primary trip planning resource with more than 80% using the guide as a trip planning resource prior to arrival, and 75% using it in market—far and away the highest degree of usage amongst resources tested by the Western Association of Convention & Visitors Bureaus Education & Research Foundation.
While the majority of visitor guide users tend to be Baby Boomers, Millennials comprise 20% of visitor guide users.
Visitor guides do a better job at engaging travelers than websites, based upon length of time spent by travelers with each. Studies showed 45% of guide users spent more than 45 minutes reading the guides, The guide is largely used to select attractions and din- and another 53% spent between 15 and 45 minutes. ing choices, however, more than 21% used visitor Visitors to Destination Marketing Organization websites, however, spend within three to five minutes on guides to select a hotel. site, with an average of three to five clicks. Visitor guide users who traveled to the destination were primarily hotel guests that stay 3.5 days in the A total of 85% of visitor guide users note that they destination and spend approximately $350 per day. appreciated the advertising as content. The average party size is three people. Overall, half of all travelers (not just those who reNearly 90% of undecided travelers who received a quest a visitor guide) use print publications such as a visitors guide said the guide helped them make the visitor guide to make their travel decisions. This percentage has increased, not decreased, since 2007. decision to visit the destination.
Destination Analysts recommends the use of print and digital media, which is why The Sun Runner is now including in the third edition: A A print visitor guide A An enhanced shareable/embeddable digital visitor guide A A mobile-friendly website. In addition, the visitors guide will receive support from The Sun Runner Magazine, and The Joshua Tree Tortoise Telegraph, and their social media outlets. The Visitors Guide will be available to embed on any websites that wish to include it, from local government and organizations, to sites for hotels, attractions, restaurants, tours, vacation rentals, and others. It will be shareable by social media, with links and enhanced media, and it will be downloadable and printable by online users. The printed Visitors Guide will be available for all chambers of commerce and local organizations to hand out and mail out to interested travelers.
The Sun Runner Guide to the
Joshua Tree Gateway Communities Brand New Third Edition! Now including: The Sand to Snow National Monument Desert Hot Springs Palm Springs
The Box dining/lodging/ Shopping/Professional listings 2.4” W x 2.4” H $195 Business Card 3.417” W x 2.267” H $325 Quarter Page 3.417” W x 4.71” H $595 Half Page Vertical 3.417” W x 9.5” H Half Page Horizontal 7” W x 3.417” H $895 Full Page 7” W x 9.5” H Full Bleed: 8.5” W x 11.25” H $1,495 Inside covers Same specs as full page $1,795
with over 2 million visitors per year the joshua tree national park area needs a new, updated version of our popular visitors guide! Our 3rd edition includes: print/enhanced digital edition distribution to 6 california welcome centers a complementary website where advertisers are listed & linked!
Banner ad on visitor guide website: $595 must be print/digital advertiser New for the third edition: enhanced digital edition (embeddable) Glossy cover upgraded interior paper stock expanded editorial in print & online complementary visitor guide website distribution to 6 california welcome centers
About Sun Runner publisher, Steve Brown: Career journalist with 30+ years of extensive print, digital, web, radio, and television journalism experience. Award-winning journalist, including the U.S. Small Business Administration’s Small Business Journalist of the Year 2000 for the 10-state Region X, among other honors. Experienced editor, investigative journalist, business, environmental, economic development, political, travel, and cultural reporter. Former president of the California Deserts Visitors Association for 3.5 years, the regional tourism authority recognized by the California Travel & Tourism Commission. Experienced in cultural heritage tourism promotion of the Desert Region (the legislatively designated tourism marketing region) for more than 10 years. Participated in the largest travel show The Sun Runner in the country for nine years, promoting desert travel.
The Journal of the Real Desert
Trained in Google Geo-education mapping. Tour guide for desert trips through The Sun Runner. Promoted the hi-desert on two tours in England with his band.
The Joshua Tree Tortoise Telegraph Route 62 Visitors Guide to the Joshua Tree Gateway Communities
Made a policy trip to Washington, D.C. to meet with staff at Senator Feinstein and Representative Cook’s offices to discuss desert Southwest Stories with Steve Brown issues. Member of Yucca Valley and Joshua Tree chambers of commerce.
Oh, California!
former board member of the twentynine palms and joshua tree The Real Route 66 chambers of commerce, the morongo basin cultural arts council. former vice president and president of victory music, a 30+ year Sun Runner Media old acoustic music society based in tacoma, washington. PO Box 2171 event producer: festivals, musical performances, theatre, literary, and other live events.
Joshua Tree, CA 92252 (760) 820-1222
musician, songwriter, performer. owner of the sun runner since june 1, 2004.
publisher@sunrunnersw.com www.sunrunnersw.com
hi-desert resident since 2000. Grew up frequently visiting the hidesert. Parents had a homestead cabin near pipes canyon in the www.jttortoisetelegraph.com www.southweststories.us 1950s.