Regional Development Task Force
Chairs: Jeff Shapiro San Antonio, Dr. Yehuda Ben Simon (Israel)
Coordinator: Damon Rose and Beth Zuriel
General:
The Regional Development Task Force operates differently than other task forces. The programs are directed at developing the Western Galilee and not necessarily connecting programmatically to the Consortium communities.
The Task force meets every five to six times a year on the Israeli side and less frequent conference calls with the Consortium side.
The 2004 Task force work plan defined promoting tourism and commerce as the two focused areas of involvement for the Partnership in Akko and Matte Asher. The programs were guaranteed for a 3 year period in order to create a lasting effect on the region.
During 2006, the Task force started to develop the direct connection with the Consortium communities through the establishment of a Small Business Loan Fund with an American Advisory Board and the development of the Blue Knot group in the Western Galilee. The connection with the Western Galilee Blue Knot group became a real one when representatives of the group visited three Texas communities during October-November 2007.
Overall goal of the 2004 defined programs:
"To increase the number and length of stay of (primarily domestic) tourists in the Western Galilee Region and enhance commerce in the city of Akko".
Objectives:
To assist in raising the level of occupancy and income from tourism, within several years:
1. To assist in increasing occupancy levels at local B&B's over five years;
2. To assist in increasing tourist operators income within five years.
Methods:
A. In Akko;
1. The "Shukran" initiative: Aimed at promoting commerce in the Old City of Akko. Operator: MATI Western Galilee – (Henry Biton Mati Director, Sigal Ben Oz and Udah Hatib – program operators), in cooperation with the Municipality of Akko and other organizations.
Since the 2007 fiscal year the Task force has started phasing out from the "Shukran" program and moving into a new initiative with similar goals however using different means. The new program is directed at reviving commerce in Akko's center (Ben Ami Street and surrounding area).
In addition, the Task force has allocated a budget for a summary evaluation of the "Shukran" initiative. (The evaluation is being conducted by the Tamar Trop professional evaluation agency).
"Shukran" Project goal: To improve commercial activity in the Old City through marketing efforts, and regular events implemented by the local merchants and residents.
1. Local residents opened their homes and served and sold traditional homemade cuisine to visitors. Teens with "Shukran" shirts helped guide visitors to the Open Houses and gave out the specially designed maps with the Open House locations.
2. There are still organized tours at a nominal cost every Shabbat.
3. A Shukran newspaper in both Hebrew and Arabic was published every few months.
4. A local Arab resident (Udah) coordinates all the connections with the local merchants and Open House owners.
5. Several big events were held such as the Artisans bazaar during the Akko Alternative Theatre Festival.
6. A Family "Treasure Hunt" track for domestic tourists was developed and marketed.
2. The "Ben Ami Street Commerce Enhancement": The program is called "Akkoian's Buy in Akko".
The program began during the 2007 fiscal year and has already shown signs of success.
The Challenge: On going decline over two decades of Akko's city center, the Ben Ami Street area, has brought the traditional main street to a record low in economic activity.
Goal: Creating commercial activities with the local merchants in the area of Ben Ami street to attract buyers from Akko and its close vicinity.
Targeted objectives:
1. Participation of at least 150 stores.
2. Recruitment of 1,500 Akko and vicinity residents to join a buyers client club titled: "Akkoian's Buy in Akko"
3. Introducing joint periodical discounts and sales programs
4. Creation of store owners committee – that will represent them in their dealings with the different governmental authorities.
5. Organizing events and street attractions.
6. Introducing some branding elements (such as signage and branded plastic bags)
7. Joint advertisement, marketing and public relations activity.
B. In Matte Asher – "One More Night" – Aimed at developing new tourism “niches” in Matte Asher and at promoting new activities relating to tourism. Operator: The Matte Asher Economic Company Ori Dash and Gali Raz,, in cooperation with other organizations.
"One More Night" project goals:
Overall goal: Increasing number of visitors to tourist sites within the boundaries of the Matte Asher Regional Council and increasing the occupancy in B&B’s during the weekdays.
Other goals:
1. Improve the level of service and management of the B&B owners (tourism operators)
2. Professional support and courses for the tourism operators.
3. Promote creation of specific activities on the Moshavim and Kibbutzim to attract tourists.
In order to examine the sites with potential for tourism growth and to increase the scope of tourism and income in the region, the following measures have been taken:
1. Clarifying the necessary conditions for the success of the project.
2. Mapping the Western Galilee as a unique area (coastal region, agricultural plain, Galilee hills, valleys and historical sites).
3. Clarifying the strengths and weaknesses of tourism in Matte Asher.
4. The Regional Council had undertaken to create a Tourism Strategic Master plan.
From 2005 until 2007 the following activities had taken place:
On the individual locality level: Work with tour operators in each of the localities (moshavim and kibbutizim) in order to brand the locality as a single tourism unit and increase the economic potential of each of the individual tour operators. For example:
Bustan Hagalil – Creation of a route which visits a number of local artists in the moshav
Klil – Branding as an Ecological village with designated places
Liman – Creation of a walking and biking route
Kabri - Creation of a map of the “attractions” on the Kibbutz.
Afek - Creation of a work team for planning Agro- tourism on the Kibbutz.
Ben Ami- Creation of a circular tour for walking and biking in around the Moshav.
Netiv Hashayara - Creation of appropriate internal road signs
On the Matte Asher Regional Council and Western Galilee level:
· A monthly information sheet is produced that provides guests with full information on the activities and events taking place in Matte Asher.
· Tourist signs in a number of localities.
· Field trips for tourism operators for learning and to encourage cooperation.
· Discussion groups dealt with various aspects of tourism (accommodations, art, music, bicycling, beaches, tourist attractions, etc.)
The 2007/8 work plan includes the following components:
· Shifting from the individual tourist operator level to the Moshav / Kibbutz level attempting to create branding at each locality separately and finding its unique characteristics. (First stage: three Moshavim and three Kibbutzim second stage will incorporate an additional six).
The joint branding approach has been endorsed by:
Moshavim: Ben Ami, Liman and Netiv Hashayara and rejected by Klil. Betzet and Bustan Hagalil are considering
Kibbutzim: Lochami Hagetaot, Yechiam and Kabri. Rejected by Shomrat. Eilon is still considering.
· Building a joint branding strategy for clusters of Moshavim and clusters of Kibbutzim. This will include the following components:
1. Defining the marketing goals and objectives in view of the target audiences.
2. Creating an appropriate marketing strategy, while combing regional networking and professional advancement.
3. Defining the appropriate tourist services / products suitable for branding. Thus creating a basket of products and attractive packages derived from the shared concept.
4. Producing the appropriate marketing materials
5. Experimenting with foreign incoming tourism
6. Creating an "green" (environmentally conscious) quality label.
These goals will be accomplished in cooperation with resources from the Regional Council and other organizations and connect to the Matte Asher branding concept derived from the Tourism master plan, which has already been finalized.
Criterion for success:
1. Out of 185 tourist operators in Matte Asher 20 – good, 40 – Very good, 60+ Excellent.
2. Creating business networking and cooperation between tourism operators
3. 70% participation rate in the joint branding in each locality.
4. Maintaining the level / increasing the number of viable tourist businesses while achieving higher levels of professionalism
C. The Small Business Loan Fund has been established with the $253,000 from the Consortium communities (IEC1) can\mpaign funds.
This budget leverages $1M for loans.
An advisory board had been set up to determine policy and criteria for the fund. The Board is chaired by Leslie Rubin of Indianapolis and has representatives from a number of communities. Additional persons are welcome to join. The Loan Fund committee (Israeli side) has convened several times and has approved loans to a variety of applicants. The Israeli Committee (deciding on the actual loans) is chaired by lay leader, Michael Illuz (The Executive Director of Teva- Naot). By June 2007 19 loans totaling had been approved.
D. The Western Galilee Blue Knot Group:
Background:
"Hakesher Hamaravi", the Western Connection is a business networking group set up to mirror the UJC initiative of the Blue Knot groups in the communities. The group of over 30 active members has been meeting regularly from before the Second Lebanon War (2006). During November 2007, a group of six representatives traveled to three of the Consortium's Texas communities and were hosted in Dallas, Austin and San Antonio. They were very warmly welcomed and their visit was a success in terms of developing a stronger connection to the Jewish communities and in terms of potential business connections.
The Challenge: Small and medium size companies in the Western Galilee find it difficult to draw investment and export their expertises.
Program Goals:
1. Create a new dimension for the Partnership of B2B (business to business) activity
2. Open new opportunities for businesses from the Western Galilee
3. Incorporate business people as lay volunteers to the Partnership activity.
Program Components:
1. Ongoing business group networking activity.
2. Host business and other Partnership visitors
3. Send representatives of Western Galilee business to the Partnership communities.
4. Creating collaboration / office/ representation with Israel - US chamber of commerce offices (as in Texas).
5. Building an infrastructure for the promotion of Western Galilee business's in the U.S.
6. Create a “Business Seminar” which would bring Consortium business people to the Western Galilee.