2 Today’s Objective: Refocus Why do you come to this meeting every month?What is the purpose or goal of the tourism cluster?Who should be involved in this group?What do we want to accomplish?AGENDA:What is a Competitive ClusterWhy there is a Tourism Competitive ClusterThis Tourism Cluster’s History and Basic InfoACTION: Plan for the FutureDon’t forget to validate your parking ticket.
4 What is a Competitive Cluster? The term business cluster, also known as an industry cluster or competitive cluster, was introduced and popularized by Michael Porter in The Competitive Advantage of Nations (1990). A business cluster is a geographic concentration of interconnected businesses, suppliers, and associated institutions in a particular field. Clusters are considered to increase the productivity with which companies can compete, nationally and globally. Clusters are important aspects of strategic management.
5 What is a Competitive Cluster? Rotterdam – ShippingNC Research Triangle - Pharmaceutical, Agriculture and TelecomTel Aviv – Silicon Wadi Wireless TelecomMilan – FashionSeoul – Digital Media / ITCopenhagen – CleanTechBangalore – Software OutsourcingParis – Haute CoutureAntwerp – Diamonds
6 What is a Competitive Cluster? Criticism: The hype around the industry clusters trend is waning“The prerequisite for a regional innovation system is knowledgeable people who have the motivation and ability to start ventures. To succeed, these people need to be connected to one another by information-sharing networks… So, rather than obsess over clusters, we need to start obsessing over people.”Vivek Wadhwa“Industry Clusters: The Modern-Day Snake Oil”The Washington Post, July 14, 2011
7 Why a Tourism Cluster?….Besides the fact that tourism is the county’s #2 industry behind Ag.Tourism is not an industry. It is a cluster of industries itself.Most destinations have a marketing organization, such as the MCCVB.Many destinations also have something like a Ministry of Tourism or government Department of Tourism Development that is responsible for tourism product development and destination management.Tourism clusters or destination management groups are responsible for the long term strategic and sustainable planning of their local tourism industry, from a business and community (resident) standpoint, in collaboration with the government.Community-Based Tourism or Civic Tourism (locally owned & managed) and ecotourism are methodologies that have been growing within the conversation of sustainable tourism and conserving a destination’s “sense of place.”
8 Can Be A Sustainable Regional Development Instrument Tourism ActivityCan Be A Sustainable Regional Development InstrumentEndowed ResourcesAre what we’ve been passed down, including natural environment and history - our heritage. These are the things that we want to protect by analyzing and mitigating the risks of negative environmental impacts of tourism through adhering to a sustainable management system (internationally recognized standards or policy through a long-term strategic plan).Heads in BedsWe want to grow this industry by filling up our available hotel rooms year-round. If the average visitor stay is two days, we want to extend their stay another two days in order to double our county’s $2Billion tourism industry. With this extra income we can find a way to help fund much needed projects and systems. This is recognizing the economic impact through sustainable development.Social ResponsibilityAnother important aspect of sustainable tourism is evaluating the social impact. This is how we protect our local residents and ensure community benefit and participation. Subjects in this assessment are: local employment and education, avoiding traffic grid lock, carrying capacity, health & wellness, power grid, water supply, community improvement programs, community involvement & management, etc…
9 Tourism Competitive Cluster Monterey County Arts CouncilEvent VenuesMonterey County Economic OpportunityCommitteeMonterey – Salinas TransitMonterey Bay AquariumMonterey County Convention & Visitor’s BureauMonterey County Hospitality AssociationTourism Competitive ClusterMonterey Regional AirportMonterey County Vintners & Growers AssociationCalifornia Restaurant AssociationMonterey History & Art AssociationState and Monterey County ParksEnviron. Non-ProfitsCommunity Chambers of CommerceBusiness Improvem’nt Districts & AssociationsCalifornia State University Monterey Bay
10 Monterey County Tourism Competitive Cluster Launch Date:July 2003 (9 years)Chair:Currently none.Formerly Mary Pagan, Culinary Center of MontereyMission Statement:To bring together a wide base of stakeholders who work in the Monterey County tourism industry and/or benefit from tourism revenues to increase local tourism and maintain Monterey County’s status as a leader in the nation’s tourism industry.Meetings:Fourth Tuesday of every month4:30 – 6:00 pm Monterey Regional Airport Board RoomTypical attendance: 5-20 peopleFormat: initiative sub-committees progress reports, presentation, discussion and other announcementsCompetitive Clusters has been successful because it brings a cross section of the economic community together around very important issues to enhance economic development here in Monterey County.- Mark Verbonich
11 Monterey County Tourism Competitive Cluster Initiatives and partnerships(past / current & healthy / struggling)CSUMB Hospitality ProgramMonterey Bay Restaurant WeekTourism Improvement DistrictDestination Salinas – California Welcome CenterMonterey County MagazineGrapevine ExpressFilm Festival MonthCommunity Plan for the ArtsWeek of Wine & WildflowersPebble Beach Food and WineWellcation: Wellness DestinationHarvest: Farm-to-TableMB National Heritage AreaLocal Products, Local MenusMB Sardine FestivalLitter Hotline ( NoTrash)Amgen Tour 2011Fly Monterey AllianceSustainable Hospitality and Tourism Symposium 2010EcoTourism InitiativeGeotourism Map GuideMonterey Bay AmbassadorsheART of DiningESTC12
14 Monterey County Tourism Competitive Cluster So, why do you come every month to the tourism cluster? What do you want to see accomplished through this group? What are our goals? Please, consider the following and submit your suggestions to or bring them to the next Tourism Cluster meeting, August 28.Chair(s) & Initiative ChampionsMission StatementTo bring together a wide base of stakeholders who work in the Monterey County tourism industry and/or benefit from tourism revenues to increase local tourism and maintain Monterey County’s status as a leader in the nation’s tourism industry.GoalsMeeting FormatCurrent InitiativesMonterey Bay Ambassadors, 2) Monterey Bay National Heritage Area, 3) Monterey Bay Sardine Festival ) ESTC12 5) Ocean Frontiers Screening with MBNMSIssues to TackleFuture Ideas and Initiatives