Tuesday, February 27, 2007

The latest via magazine includes several Mendo attractions

Anyone here a AAA member? If so, you should be receiving a copy of the latest via magazine in your mailbox some time this week. If you are not a member, you should be able to check it out online.

The new issue includes several spots between Mendocino and Fort Bragg including lodging at the famous lighthouse and one of the best botanical gardens in the country.

If that's not enough motivation, it also includes a section on why men don't ask for directions... see page 54. There, I thought that might get you to click. Unfortunately I can't seem to find it in the online edition =)

Monday, February 26, 2007

Media

I’ve looked into a lot of media but feel that until we narrow down the target we can’t really pin point a media. However, I was thinking about the obvious choice of travel magazines like what has already been done. Broachers in Hertz, Enterprise etc…(rental car places) for tourist who maybe were thinking about going to Napa etc… The web is going to play a big part. Also a few features in San Francisco Magazine, 7X7 and 7X7 San Francisco Guide I have a good example of what I am talking about and will bring it to the next class.

Competitive Analysis

Gold County- Located in Calaveras County, catered to seasonal travelers; wine tasting, electic shops, history, great food and scenery

Monterey- Sandy beaches, wooded trails, horseback riding a great weekend retrteat

Napa Valley

SLO/Paso Robles- Inland California, known for great weather, natural wonders and wine

Santa Barbara- Fabulous shopping, wine tasting adventure and a variety of spa treatments

Sonoma

Temecula- A little valey with a lot to offer

Thursday, February 22, 2007

A journey to Mendocino...

Here are the first few pictures.... chronologically, on the way...
The journal entries are coming up.

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Tuesday, February 20, 2007

'Millennials' love imported wine

The San Francisco Chronicle ran an article today on the 21-30 crowd (Millennials and late Gen Xers) that profiled their buying habits with regards to new labels online purchasing. The research was produced by the St. Helena trade group and found a strong affinity for private labels among this age group. Don't let the headline fool you though - its not just imports they are after.

Now, it just so happens that our DINKS target is exactly this - early Millennial and late/transitional Generation X. So here is my thinking.

There has been a tendency to dismiss the wine aspect of Mendocino out of hand, except as an aside to a possible "green strategy" due to biodynamic (organic) growing practices. Perhaps we might take a moment to consider this morning's article. It seems to me that there could be a huge untapped strength in the uniqueness of Mendo's small label vintners.

We've all read research in the past that shows a growth in wine and mixed drink consumption among our target and this morning's article confirms a fascination with small labels and unique brands among Millennials and transitional Xers. Also, you may recall the search for authenticity and customization as being central to our target's lifestyle. If you've had the opportunity to speak to a rep from a Mendocino winery, then you know how they gush about the bold tastes and uniqueness of their product. It's true too - I'll see if I can get a Ceago wine ordered for you all to try (outside of class). I'll pair it with a Mondavi so you can understand the difference. It's incredible.

Its representative of what you find in Mendo and I think it could be a hit with our target, in light of new research. Of course, we'll want to follow up on it with our own.

Please read this morning's article and consider the wine angles that may exist both online and in terms of tourist traffic; and how they might fit into our overall strategy.

Monday, February 19, 2007

Attractions


Roots of Motive Power-The public is welcome to tour the collection at no charge during work days which are generally held on the first and third Sundays of each month from 9:00 AM - 4:00 PM.


California’s Redwood’s Drive-The best place to view redwood trees (and drive-through trees) is by driving the Avenue of the Giants highway, which begins six miles north of Garberville. They also have three drive-thru trees.


Sweet Memories Butterfly FarmsThis is for the true butterfly lover who wants to increase butterflies in their own back yard. Learn more in depth about butterfly attracting plants and host plants as you tour our gardens. Walk through the flight house and enjoy refreshments while learning about raising butterflies.


Manchester State ParkThis unit of the State Park System consists of 760 acres of beach, sand dunes, and flat grasslands, with nearly 18,000 feet of ocean frontage. There are 18 campsites, each with table and fire ring.


Grace Hudson MuseumThe Grace Hudson Museum in Ukiah, California, is an art, history and anthropology museum focusing on the lifeworks of artist Grace Carpenter Hudson (1865-1937) and her ethnologist husband, Dr. John W. Hudson (1857-1936). Changing interdisciplinary exhibitions and public programs feature Western American art, California Indian cultures, histories of California's diverse North Coast region, and the work of contemporary regional artists.


Held Poage Memorial Home-A veritable treasure trove for historical buffs, the library contains over 4500 books covering local, state and national history, as well as over 13,500 historical photographic negatives, microfilms, documents, maps scrapbooks, Great Registers, genealogies, extensive newspaper collection and artifacts (including Mendocino County native basketry) - all relating to Northern California history.


Greenwood State Beach Museum-This small history center, which was once the office of the Goodyear Lumber Company, tells the story of the village of Elk / Greenwood from its founding in the late 1800s through its history as a booming lumber town. A large mural depicts the loading of lumber from the local wharf onto the ships waiting offshore.


Point Arena Lighthouse and MuseumThis is the only Pacific West coast lighthouse of significant height (115 feet) that you can climb to the top! Guided tours of the light station as well as self guided tours of the grounds are available daily.


Van Damme State Park-The park features the lush Fern Canyon scenic trail system; the Pygmy Forest where mature, cone-bearing cypress and pine trees stand six inches to eight feet tall; and the bog, or Cabbage Patch, where skunk cabbage grows in abundance. The park’s ten miles of trail go along the fern-carpeted canyon of Little River. A paved road is used by joggers and bicyclists. The beach is popular with abalone divers.


Mendocino Art CenterA haven for artists since 1959, today the Art Center is a highly regarded artistic and educational institution offering nearly 300 unique retreat-style workshops each year in ceramics, computer arts, fine arts, jewelry, sculpture and textiles. Four art galleries feature monthly exhibitions spotlighting the creative works of local and national artists


Point Cabrillo Light StationThis lighthouse has an original Third Order Fresnel lens that operates 24 hours a day. This is one of the most unique lighthouses in the United States and is well worth a visit.


Fetzer Vineyards Tasting Room-Features a large tasting room, gift shop, cooking classes and even an inn on the property. However, don’t overlook the organic gardens, which helped to influence a generation of sustainable winemakers.


Mendocino Brewing Company-The company runs a brewpub which includes Red Tail Ale, Blue Heron Pale Ale, and Black Hawk Stout, several other regular offerings, and short-run seasonal offerings. Their products are all named for birds of prey, excepting Blue Heron, and feature images of the birds on their labels.


North Coast Brewing Company-Opened in 1988 under the leadership of brewmaster, Mark Ruedrich, the brewery has developed a strong reputation for quality having won more than 70 awards in national and international competitions and has been named "One of the 10 Best Breweries in the World" by the Beverage Testing Institute in Chicago.


Russian Gulch State Park-A headland that features the Devil’s Punch Bowl (a large, collapsed sea cave with churning water), and a beach that offers swimming, tide pool exploring, skin diving and rock fishing. Inland, there is a 36-foot high waterfall. Hikers enjoy miles of hiking trails. The park also has a paved three-mile bicycle trail.


California Western Railroad’s “Skunk Train”-The view from the restored rail cars is pretty much unchanged: towering trees, deer drinking from the Noyo River, an isolated fisherman's cabin peeking from the forest. With occasional whistles as it chugs through tunnels, over bridges and past open meadows, the train follows the coastal "Redwood Route" as it has since 1885.


Triangle Tattoo and Museum-A working tattoo studio with a fascinating museum that is concerned with the history of tattooing from all over the world.



William Henry Kelly House Museum-Named after the co-founder of Mendocino, this museum carries more than 16,000 historic photographs of Mendocino, geneology files, and exhibits change quarterly.


Glass Beach-One of the most unique beaches in the world, not because nature created it that way, but because time and the pounding surf have corrected one of man's mistakes. In addition to searching for and collecting glass, Glass Beach has a very interesting array of tide pools to explore. Crabs, mollusks, and many aquatic plants make their homes in these ever changing environments.


Guest House Museum-Artifacts, equipment and photographs depicting local history are on display. Outside displays include steam donkeys and railroad locomotives.


Jug Handle State Reserve-Consists of a strip of land roughly one mile wide enclosing a set of five terraces resembling a staircase in addition to some discontinuous parcels to the north. Here they offer a display of the complete record of ecological succession.


Chinese Temple of Kwan Tai-Dedicated to the Chinese god of war - a Taoist symbol of integrity and loyalty, the Temple of Kwan Tai offers living evidence of Mendocino's 19th Century Chinese community.Four generations of its founders' descendents have preserved this original Taoist temple, a site now recognized as California Registered Historic Landmark No. 927.


Ford House Museum-A number of videos are available upon request, with topics ranging from the steam whistle logging era of the early Twentieth Century to the amazing story of gray whale migration. Permanent exhibits at the Ford House reflect Mendocino's early settlement era.


Big River State Park & Beach-The Big River State Park is bounded by Mendocino Headlands State Park on the west, the Jackson Demonstration State Forest and Mendocino Woodlands State Park on the north. The estuary is the longest undeveloped estuary in Northern California going up to 8.3 miles inland. The estuary includes salt marsh wetlands and rocky, forested hillsides, interspersed with alder and willow woodlands.


Blair House- Named after Elisha Blair who built the house in 1888, this house is where the hit TV Series "Murder She Wrote" was filmed. Now this place is a B&B.


Mendocino Coast Botanical Gardens-Located on 47 acres that lie between California's scenic Highway One and the Pacific Ocean, this magnificent site includes canyons, wetlands, coastal bluffs, and a closed-cone pine forest. Set among this striking background is a varied array of plant collections.


Bowling Ball Beach- It takes its name from spherical, bowling ball-sized boulders that cover a portion of a beach connected to Schooner Gulch Beach that extends about a mile. Schooner Creek runs into the ocean here, creating some very pretty small rivulets through the sand.


Ten Mile Beach-This trail is an old logging road, now closed to motorized vehicles due to several washed-out sections. The path leads past MacKerricher Dunes, one of the coast’s longest dune systems, and Inglenook Fen, a coastal wetland. The fen shelters rare plants, such as marsh pennywort and the rein orchid, and is home to several endemic insect species.


ACTIVITIES TO DO
Abalone Diving- kelp forests
Horseback riding
Hiking
Camping
Kayaking to seacaves
Cycling to Cliffside
Canoeing over a river
Golfing/Miniature Golf
Fishing
Whale watching
Tennis
Ross Ranch
Jogging Trails
Casinos
Coast Flyers
Sweetwater Spa
Hunting
Swimming/Surfing

EVENTS
The Mendocino Whale Festival
The World’s Largest Salmon BBQ
The Great Rubber Ducky Race
The Music Fesitval
Art Exhibits
Crafts Fair
Boonville Beer Festival

Romantic Getaways/Honeymoons
Weddings

Sunday, February 18, 2007

Survey Development

Survey Objectives:


  • What do they enjoy?
  • What do you 'let go' when you are there?
  • How did you find out about Mendocino?
  • Before + After thoughts?
  • When would they go?
  • Why wouldn't they go?
  • What do they know?
  • What don't they know?
  • First Impressions?
  • Wrong Impressions?
  • How far do they come from?
  • Who would they go with?
  • Lifestyle Questions
  • Explore the 72 hour factor.
  • To see what drives people to visit the competition (Sonoma, Napa, Monterrey)

Insights Survey

Profiling the Subject:

The following are a list of words: Swimming, Wine, Coastal Roads, Hiking, Drive, Summer, Fall, Winter, Spring, Bed & Breakfast, Redwood, Vineyard, Greenery, Forest and Nature. List the association, the concept it suggest or even a random fact that has to do with the subject “Mendocino”.

Example with Wimbledon as a subject:-

Tennis: The Best Tennis is at Wimbledon

Green: The court at Wimbledon is green

The Elderly: Some of the Spectators at Wimbledon are Elderly

Tennis Racquets: Only the best racquets are played at Wimbledon.

Scenario Associations:

Imagine Napa is throwing a party. How would you describe Napa organizing the party? (i.e. Evite? Invitation Cards? Catering? Self-cook? Fancy? Simple?) Who are the people that Napa is going to invite? What happens at Napa’s party? Finally, would you be invited and would you go?

Sonoma has recently passed away. Write an obituary for Sonoma. Who was Sonoma as person? Who are Sonoma’s close friends? How did Sonoma die? Who would miss Sonoma the most? Were you a close friend of Sonoma? Would you attend the funeral?

Imagine you are on a first date with Monterrey. Where would you take him/her? What would you do on the date? How would Monterrey describe herself/himself? What kind of a person do you think Monterrey is? Would you go on a second date with Monterrey?

Target Survey

A bit about you:

Favorite color:

What do you do in your spare time?

What do you do or go on a Saturday afternoon?

What car do you drive?

What is your idea of a holiday?

Do you read Travel magazines?

If yes, what travel magazines do you read?

About Mendocino (for those who have visited):

How did you hear about Mendocino?

Why did you travel to Mendocino?

How was your experience at Mendocino?

What’s attractive about Mendocino?

Describe the personality of a person who goes to Mendocino?

What is the first thing you think about when you heard Mendocino?

What are your favorite things to do when you go to Mendocino?

Are you at all put off by the long drive?

What was the best part of Mendocino (and you can only suggest 1 thing)?

About Mendocino (for those who haven’t visited it)

Have you heard about Mendocino?

Would you go to Mendocino?

What do you know about Mendocino?

Describe the personality of a person who goes to Mendocino?

What is the first thing you think about when you heard Mendocino?

What other holiday spots have you visited in Northern California?

Concierges

So with this research, I tried to call and also attended few hotels. I contacted with The Ritz- Carlton, Four Season, Mandarin Oriental, The Argent, Serrano, Argonauet, The Westin St. Francis in San Francisco, and also Hotel Valencia in Santa Clara, Pruneyard in Campbell, and also Four Season in Palo Altos. These are the few points I found out.

- Luxury Hotels with 50% of Business Trip customers and 50% of vacation customers.

- Hotels in San Francisco heard of or been to Mendocino.

- Hotels in Santa Clara, Campbell and Palo Altos never heard of Mendocino.

- Even though Hotels in San Francisco heard of or been to Mendocino, but they never ever recommand the place at all to their consumers.

- If there are customers asking to visit winery, then it's either recommandation to Napa or Sonoma. Usually the customers would straight up asking for those places.

- There are many tour buses for Napa and Sonoma.

- Usually people who asked for Wine country or winery are from mid-30 to mid-60.

- No one really asked to go to the sea coast line, and pretty much the recommandation has been either Santa Cruz, Monterey area or 17 miles.

- Since there are so many things to do around San Francisco, people really just go to conceiage for direction. Not often for recommandation.

- For the pamphlet or bouchure, usually they do have some at the counter. Usually the wineary would go to the hotel, and drop those off. Not the Napa or Sonoma county that is really doing the work.

Thursday, February 15, 2007

Potential people to Talk to:

Since not to many of us have been to Mendocino...but we know people that have, lets start putting together a list of people that we can talk to for our survey...

Monday, February 12, 2007

Comments vs. Posts

Hey Team,

The "Research Topic" Post is the break down as we decided in class.

Lets make sure to organize our posts through adding our comments to the main idea. Example: Lets have a "Craig's list" post, and each day we can add our updates as comments to that posting. (That way we will know where to find all the research per that topic.)

If you have a new Main Idea, then start a post, and everyone can add comments to that Idea. (I.e. Influencer's post, then we comment. Concierge post, then we comment.)

Got it? I know it's simple...but just so we're all on the same page.

Awesome.

Research Topics

This is the outline as to who is assigned to what research: "Comment" your research to this post.

1. Meaning of Meaning & Relationship with Mendo: (Survey Development) Su Ling + Mag
2. Concierges: John + Dana
3. Partnerships: (ACNA, Mini, Spirit Rock) Claire + Sarah
4. Tourism: (Alaska ads comparison ex.) Angie + John
5. Competition: Claire + Ian
6. Survey Development: (72 hours mindset) (Online, interviews, Questions) Su Ling + Mag
7. Mendo Attractions: Sarah + Angie
8. Media Possibilities: Dana (& Everyone)
9. Influencer's: (Famous spokes person, Rachel Ray) Dana (& Everyone)

Insights

Everyone "Comment" your insights to this Post

Craigslist's responses - updated as they come...

"It’s not just for older folks but there are a lot of them/us there. It’s a kind of New England fishing village, picture Angela Landsbury in Murder She Wrote, with a lot of upscale boutiques, restaurants, shops &c. But you don’t have to stay in Mendocino. You can stay in Ft. Bragg, a REAL fishing/logging town nearby. The coast is beautiful, the drive is lovely, you should go."

------------------------------------------------

"I've been there twice in my 20 odd years of living in SF.

Personally I think it's definitely worth driving up for. If I recall correctly, it's about a 3-hour drive with different route options.

You don't need to necessarily stay in Mendocino as there are lots of small towns before you hit Mendocino.

It's just nice to get of the city period and see more of California. It's a nice adventure.
Yeah, it's a small town, with some nice nature spots ( a good thing).

I would definitely plan on spending at least 2 nights min. up there. It's a slower paced life, very mellow.

If this isn't what you're looking for, then maybe a trip to L.A. would be better.

I stayed at Breakers Inn for my honeymoon which was about a 1.5 hr. drive to Mendocino.

I think that there are all different types of price ranges for accommodations for your trip.
Just do lots of research.

Hope that you end up going. Just make sure that your car has been recently serviced as the last thing you want is car trouble/brake trouble. Lots of winding roads if I remember correctly."

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"Hi, I have been to Mendocino a number of times! It is like a small New England coastal village on the northern california coast. There are two ways to go---through Willets, or #101 to Cloverdale to Route 1. The Willets route is spectacular but quite difficult to drive, with long stretches of VERY winding small roads. Somewhat like going to Stinson Beach, though longer. The #101 route is also beautiful, especially when you go through the Alexander Valley (past Cloverdale) and on to Route 1 along the coast. This takes about 3 1/2 hours. Lots of B & Bs on this stretch of Route 1.
Mendocino is very quiet, not much to do, a little rocky beach to walk along, a small village with quaint hotels/inns, some shops, and good restaurants. Definitely a place to relax and escape anything resembling a city! North of Mendocino is Humboldt State Park where you can see giant redwoods, worth a trip if you have time. It is mixed in age, not only old people (I'm 62!).....and a place for smoking pot if you are into this (as i am not). a rustic, quiet, coastal village. I once stayed at the Hill House, which is where the Angela Lansbury TV series, Murder, She Wrote, was filmed on occasion.....I have also stayed at the Sea Gull Inn, and the Mendocino Hotel; the former is small, cheaper and very nice, like a fine B & B; the latter is larger, more expensive. Hill House is north of town, though you can walk into the village and is about the same price as the Mendocino Hotel.It is also definitely worth a stay as well....good luck! Bill"

"ps: by the way, i forgot to menion that i went to Mendocino once with a friend from Australia who rented a canoe and went out alone on one of the pretty little lakes nearby and had a wonderful afternoon excursion, with hawks flying overhead on the lake and little sea otters coming up to the edge of his canoe, playfully! i wish i had joined along but i didnt. i mention this as something else to consider, if it is a lovely day to do something like this---renting a canoe and perhaps meeting up with little sea otters on a lake near Mendocino!
Re restaurants---there is the Mendocino Hotel; Cafe Beaujolais; the Joshua Grimble House, which is also a great place to have a drink and look out at the Pacific."

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"Mendocino and the drive are pretty cool. We, my husband and I have driven up about four times and usually camped in the area. Once we stayed about thrity minutes away in Elk. Elk is super tiny, but adorable. We stayed at the Griffin Inn. It features awesome lil rooms right on the cliffside with decks and woodburning stoves and a delish breakfast on your doorstep in the morning. Mendocino is very sweet and quaint. A client recently visited and said it was not unlike Union St with its boutiques and prices. It's worth it to go up and take pics. The drive on the One is incredible and lengthy as well as twisty. I would say everyone goes to Mendo- young, old and familes, it can be pretty romantic. One store for all your supplies, The General Store, an organics place, good food...
Hope you have fun, nonetheless.
Feel free to ask any other questions and i will answer if i can.

Betsey"

mendocino county trip

looky what I found..... and still lookin'

Thursday, February 8, 2007

Welcome

Hi Everyone!

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WHAT TO DO:
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