Welcambre to Delcambre

University of Louisiana Lafayette B I Moody College of Business Marketing 524 Spring 2009, Dr. Geoffrey Stewart Kassi Guidry Dr. Kevin Hargrave Brad Richards Jeanette Toups Cory Zaunbrecher

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY.2 II. PRODUCT DEFINITION/CLASSIFICATION.......3 III. SITUATION ANALYSIS..4 IV. EVALUATION OF LEVERAGE, PROBLEMS, CONSTRAINTS, & VULNERABILITIES.13 V. SUMMARY OF MARKET OPPORTUNITY.....16 VI. MARKET DEFINITION ANALYSIS FOR SELECTED PRODUCTS......17 VII. ANALYSIS OF SEGMENT 1 ...23 VIII. ANALYSIS OF SEGMENT 2 .29 IX. SUMMARY..39 X. RESOURCES.....39 XI. LOG OF TEAM MEETINGS40 XII. APPENDICES....41

I. Executive Summary Delcambre is a charming town in South Louisiana with great potential. We will describe in this analysis our ideas and plans to capitalize on the opportunities available to Delcambre to develop new venues to attract tourists. This would help to aid the community in its efforts to revitalize the town. A Macro Environmental Analysis has been completed. This analysis was done in order to review the population growth and composition, social trends, economic growth, technology developments, and legal/regulatory issues for the town of Delcambre. The analysis provides insight to some of the opportunities and threats that are prevalent to Delcambre. A Market Definition Analysis has been completed to identify unique market segments. Four different segments were researched to review their viability in the market: Recreational Activities, Shrimp/Fish Industry, Festivals/Activities, and Ferry/Boat Tours. It was found that the most viable markets are the Shrimp/Fish Industry and the Festivals/Activities. The Fish/Shrimp Industry focuses on the chartering of boats to families. This could provide enjoyment to tourists and income to the town of Delcambre. The Festivals/Activities segment focuses on the Louisiana Main to Main Program. This program could provide Delcambre with an opportunity to bring in more tourists. An analysis of each of the selected segments listed above was completed to review the End User, Channel Customer, Competitor, and Supply Chain that would be used in evaluation of the Shrimp/Fish Industry and Festivals/Activities. An evaluation of the market opportunities in Delcambre indicates there is a market for charter boat fishing and festival activities related to Louisiana Main to Main. An in depth understanding of the strengths, weaknesses, opportunities,

and threats the Town of Delcambre has faced in the past, currently facing, and future obstacles will be addressed throughout the evaluations. Welcambre to Delcambre has developed a three-year marketing strategy, which builds upon unique value propositions, as well as the Towns assets and competencies. The four Ps of marketing (product, price, place, and promotion) play a part in the functional strategies and programs that Welcome to Delcambre suggests. Lastly, is the implementation and evaluation of the proposed timeline. The citizens of the Town of Delcambre will have a great start in suggestions of how to bring more tourism to the town as well as to keep people coming back to experience the unique culture and heritage of Delcambre. II. Product Definition/Classification A. Tourism Every city and town throughout America would like to have a thriving tourist industry. Tourism brings in money for local businesses and increases tax revenue for governments. However, not every town and city in America has the charm and attractiveness that can allure tourists to visit. Delcambre is a town in South Louisiana that has charm and attractiveness. This charm and attractiveness, if properly marketed, could provide Delcambre with a thriving tourist industry. Specifically, Delcambres location on the water makes it attractive to tourists. A quick drive from bigger cities and easy access to major waterways makes Delcambre a great fishing destination. Delcambre is located on the Delcambre canal, which has direct access to the Vermilion Bay and the Gulf of Mexico. Delcambre is a forty-five minute drive from Lafayette, Louisiana and a ten-minute drive from New Iberia, Louisiana. Additionally,
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Delcambre hosts a Shrimp Festival every August and a holiday boat parade every December. The following section will begin the analysis of the tourism marketplace by exploring both the environmental threats and opportunities and the Towns internal strengths and weaknesses. III. Situation Analysis SWOT Analysis Welcambre to Delcambre performed a SWOT Analysis as the starting point to evaluate the Town of Delcambre. The SWOT Analysis looked at strengths, weaknesses, opportunities and threats. The relationships between these areas were also examined. This analysis was an important tool to understand the current situation and evaluate future possibilities. The diagram below is a representation of the information gathered for the SWOT Analysis. SWOT Diagram:

Strengths
Shrimp & fishing industry Location near Avery Island & Jefferson Island Access to the Gulf via canal

Opportunities
Shrimp PoBoy Cookoff (Delcambre shrimpAcadiana Flavor)

Leverage

Recreational activities on Lake Peigneur Family Boat Tours and Fishing Trips

Weaknesses
Capacity of boat launch, small parking availability No or limited current local marketing activities Limited infrastructure

Threats
Storm surges from hurricanes Economic downturn or oil bust Loss of outside funding or credit to fund 4 growth projects

Problems

A. Macro-Environmental Analysis i. Analysis of Population Growth and Composition in the Geographic Area Delcambre, Louisiana is located in both Iberia and Vermillion parishes. Acadians who were expulsed from Nova Scotia in the mid-18th century first settled it. It is located 12 miles east of Abbeville on Louisiana Highway 14. The town has an elevation of 7 feet and has a total area of .8 square miles. According to the Lafayette Economic Development Association, Delcambre had an estimated population of 2,188 in the year 2008, which is a .92% increase since the last census was taken in the year 2000.1 In the year 2005, Delcambre experienced a devastating flood caused by the storm surge of Hurricane Rita. Most of the town was 6 feet deep in water. 2 The Mayor of Delcambre was quoted saying that only 25 of 900 homes in the town were not flooded. The entire town was affected by this terrible event and 3 years later it occurred again. Hurricane Ike swept through Delcambre leaving chaos and more devastation. Both of the hurricanes caused some of Delcambres residents to move out of the town and caused reluctance of new residents to enter into the town. The community is currently trying to rebuild the infrastructure of the town and the confidence of its residents. One of the efforts of rebuilding Delcambre is bringing tourists into the area. There are several ideas that have been thought of by the community as an effort of bringing their town back to life. By bringing in outsiders, the town can bring in extra income and spread the word about the town. The community needs to be open to welcoming new visitors to the area.
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ii.

Analysis of Social Trends in the Geographic Area

Social trends are defined as the persistent changes in social relations and social structures over time.3 Trends are the combination of uncoordinated individual and group actions. Trends do not occur because someone sets out to make a trend. Trends are often identified and described in the past tense because they are evaluated once they are in progress or have previously happened. Examples of some common social trends are bureaucratization, industrialization, urbanization, and suburbanization.4 The social trends observed today in Delcambre are a direct result of the declining shrimping industry, Hurricane Rita in 2005, and Hurricane Ike in 2008 The most common social trend in the geographic area of Delcambre, Louisiana is restoration. The rebuilding of infrastructure, homes, businesses, industries, and lives have been taking place and will continue to take place in order for Delcambre to be restored. The shrimp industry experienced a high point in the 1950s and has since been declining. In the 1990s and in recent years, rising gas prices and declining shrimp prices have caused many shrimpers to withdraw from the industry. The economy of Delcambres community has long been dependent on the shrimping industry. This withdrawal from the industry has left Delcambre looking for a way to restore its economy.2 The restoring of homes and business in the town of Delcambre is due to Hurricane Rita in 2005 and Hurricane Ike in 2008. The town of Delcambre was inundated with water from storm surge and rising tide when Hurricane Rita pushed ashore. Just as places were beginning to be rebuilt, Hurricane Ike flooded the town again. Residents and business owners, who had just spent the last three years tearing floors and sheetrock out, were faced with floods again. Hurricane Ike was a major set back in the restoration process. Residents and business owners
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knew what they had to do this time to restore, however they questioned if rebuilding was practical. The town of Delcambre was hit with two hundred year storms in three years. Residents and business owners have pressed on with restoration efforts in order to preserve the town and heritage.2 iii. Analysis of Economic Growth in the Geographic Area

Delcambre has experienced some tough economic times recently. Delcambre has lost nearly 26% of its jobs since 2004. 5 However, household income in 2000 was $27,500/yr.6 It grew to an estimated $35,938 in 2008 according to LEDA. The cost of living in Delcambre is only 72% of the national average. 7 The town has received $2 million for developing its waterfront.
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A new 6100 square foot retail complex was erected and houses a new Dominos Pizza and a

Subway sandwich shop. The owner of the complex, Adrian Simms DDS, is the third occupant. 9 Delcambre has experienced some difficult economic times, but the surrounding towns and the two parishes that Delcambre is a part of have had some economic growth. See below: Vermilion parish: Unemployment has risen from 3.5 to 5% as 350 new unemployment claims were recently filed.10 However, some indicators are positive. For instance, the parish received a grant of $50,000 to promote tourism, and it has used that money to advertise in local and national tourism ad campaigns. Vermilion parish also has a new website MostCajun.com; since launched in December 2007 it has had over a half million hits.11

Abbeville: The Greater Abbeville-Vermilion Chamber of Commerce has added 32 new members in 2008. Tourism inquiries were up 37% from 2007 to 2008. Abbeville General Hospital has begun to make improvements after having passed a special sales tax last year. Iberia Parish: 4.6% unemployment 10 New Iberia: The city has received $200 million to deepen the 50-mile fresh water channel to the Vermilion Bay. 8 Lafayette, the nearest larger city, has grown economically by most measures. Per capital income for Lafayettes residents is $37,000/yr. This ranks in the top 9% of US counties. Job growth rate is in top 25% of US counties. Unemployment is less than 3%.1 The state average is now at 5.5%.10 Lafayettes economy is comprised of 16% service industries, 13% healthcare, and 11% retail. The city had nearly $5 billion in retail business in 2007, with $70 million in the hotel and motel industry.1 iv. Analysis of Technology Developments from Outside Your Industry In recent years, Hurricanes have affected Delcambres technology advancements. The community has had to spend majority of its efforts rebuilding necessary things, and technology advancements have suffered. The need for technological development is present. The Port of Delcambre plays a role in technology advancement opportunities to the town. The Port falls in the jurisdiction of the Twin Parish Port District and is governed by the Port Commission.8 Technology advancements within the Port jurisdiction would include a major natural gas distribution center as well as the Tabasco Factory.
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Another important tool of technology that is extremely resourceful for the town of Delcambre is the industrial companies that already exist. The processing plant for shrimp that is being trucked in and shipped out is very resourceful for the area. This processing plant can be a base for other industrial companies to take a look at this area and realize the potential that is there. Other technological advancements that would help bring a public voice to Delcambre are opportunities of web presence. There are millions of people that are using the Internet as an opportunity for social networking. People and places have been discovered using YouTube, Facebook, and Myspace. With more and more people in todays society turning to the Internet for information and ideas, Delcambre needs to take advantage of the free publicity. The Internet is a technology that encompasses all industries. Delcambre needs to use the Internet to bring people in and introduce everyone to its unique culture. v. Analysis of Legal/Regulatory Issues which may impact your Industry The legal and regulatory macro environment for Louisiana tourism is primarily centered on tax policy as both a significant source of state and local government revenue and a means to promote investment in the industry. In addition, there have been a number of specific legislative initiatives at the state level aimed at growing the tourism industry and cultural economy. Regulatory policy for Tourism has been particularly important for Louisiana following hurricane Katrina in an effort to get tourism spending & revenues back to pre-storm levels. In 2007 visitor spending accounted for $782 million of Louisiana revenues, or 8.7% of that budget category. 12

Local governments, which typically have higher tourism tax rates than the state, received approximately $250 million in sales tax revenues alone.13 A key regulatory initiative impacting tourism promotion was signed into law on June 26, 2007. The legislative package lifted an existing cap on tourism funding for the state of Louisiana and increased dollars available by $6.8 million in fiscal year 2007-08. 13 An important result of this additional funding was a national advertising campaign called My Louisiana that uses well known Louisiana residents to articulate their love for the state and promote tourism. In addition to legislation increasing tourism funds available to the state, there are a number of tax credit initiatives aimed at expanding tourism, the arts, and the cultural economy. For example, Broadway South legislation grants refundable income tax credits related to musical or theatrical productions. Tax credits are available for the preservation of Louisianas historic structures, investment in cultural product districts and the food industry related to production, processing and distribution.14 Another macro environment concern is the growth in taxation on tourism related activities such as hotels, car rentals, and lodging. According to Gary Stoller in USA Today the business travel industry is increasingly concerned about the negative impact of taxes targeting travel-related services.15 These tax increases also affect the local community residents who also use these services. vi. Assessment of Opportunities and Threats presented by this Macro Environment The macro-environmental issues address a number of existing opportunities and threats. The most obvious threat facing the Delcambre community is future potential hurricanes.
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Hurricanes are responsible for the rebuilding effort currently taking place in Delcambre. Because of the threat of future hurricanes and associated risk, residents and retailers are less likely to rebuild or settle again in Delcambre. This presents a major threat for a town desperately needing to bring businesses and residents back. An additional threat is the declining shrimp industry. For Delcambre to survive, the town will have to find other viable tax revenues to make up for lost shrimping activities, businesses, and residents. While there are significant threats facing the town of Delcambre, there are also opportunities. The state of Louisiana providing more funding for tourism is an extremely important opportunity for Delcambre. The geographic area around Delcambre is growing. This is an opportunity because more nearby residents means more traffic through the town. Due to the current economic conditions, people are not vacationing as far away from home as they use to. An opportunity would be to attract these local residents to Delcambre. An additional opportunity is the Internet. Delcambres web presence is scarce. The town of Delcambre can use the internet to spread the word about its attractions and Cajun culture. The company, Welcambre to Delcambre, will further look at more specific opportunities and threats in the following section. B. Internal Strengths and Weaknesses i. Company Background Information

Welcambre to Delcambre is focused on bringing more tourists to Delcambre. Welcambre to Delcambre was created in January 2009, following Hurricane Ike in 2008. Welcambre to Delcambre strives to be the premier consulting firm for rebuilding and building tourism industries following natural disasters. Hurricane Rita and Hurricane Ike have affected Delcambre negatively. The town is experiencing a restoration and rebuilding phase. Welcambre
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to Delcambres goal is to bring more people in to the town of Delcambre to experience the culture and good times. Bringing more tourists to Delcambre is essential in generating revenue for the town. ii. Marketing Strategy and Key Tactics

Welcambre to Delcambre recommends a marketing strategy for expanding tourism in Delcambre that centers around its location on the water, reputation as a shrimping/fishing town, and a strong cultural identity in the Acadian region with respect to festivals. Its these characteristics that result in a Delcambre experience we wish to market. Delcambre currently has the shrimp festival every August. This event draws in thousands of visitors and locals for a weekend of food, dancing, and carnival activities. This is Delcambres only major event of the year that draws in tourists. Nearby Avery Island and Jefferson Island, attract tourists all year long. However, Delcambre is by passed in the visiting of these two events. Welcambre to Delcambre is committed to making the Town of Delcambre a more active tourist destination. Delcambre is currently undergoing a rebuilding and restoration phase. A key tactic for Welcambre to Delcambre is to capitalize on this rebuilding and restoration phase. This is an ideal time to address the need for tourism attractions in the town. During times of change, new ideas are more likely to be accepted and embraced. As Delcambre rebuilds and continues to market its town, tourism is an essential element to revenue generation that cannot be left out. iii. Assessment of Capabilities

Delcambre is capable of hosting successful festivals. The shrimp festival occurs every August and has occurred for decades. More recently, the Christmas boat parade was organized
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and gumbo cook-off. These are not small events. Committees of people spend all year preparing for these weekend long festivals. This preparation is to ensure that all festival goers have a good time. The residents of Delcambre are very capable of throwing good parties. The culture and hospitality of the town and its residents is evident in the festivals they host. The capabilities of the Town of Delcambre are endless. However, these capabilities are directly tied to funding. Without the proper investments and funding, tourism attractions will not be built or organized in Delcambre. Delcambre currently does not have steady tourism industry. The town is capable of attracting tourists and would benefit significantly from a thriving tourists industry. IV. Evaluation of Leverage, Problems, Contraints, & Vulnerabilities A. Leverage: Delcambre could leverage its brand equity with shrimp and Cajun cuisine by creating a new opportunity such as a shrimp poboy cookoff. Everyone in south Louisiana already knows Delcambre is famous for its shrimp. Its heritage is entwined with the local shrimping industry and the shrimp festival is a well-established event. A shrimp poboy cookoff/contest will draw restaurants and cooks from surrounding communities and will take full advantage of the emotional connection of Delcambre with good, fresh, big, tasty Louisiana harvested shrimp in the minds and hearts of locals and tourists. Restaurant owners from nearby towns would be willing to donate time, money, talent, and flavor in hopes of winning an authentic cooking contest in hopes of furthering their local image and market positioning. This brings in money from outside communities (donated in the way of food and time) and other money likely spent at Delcambre businesses for supplies and incidentals. It also automatically brings in people and families (who are workers/owners/customers/supporters) from other communities to Delcambre.
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A later opportunity, which may develop from the cook off, is drawing restaurant owners to open a satellite branch in Delcambre. Delcambres proximity to Avery Island and Jefferson Island and the Vermilion Bay and Gulf of Mexico are unique strengths which could be leveraged by introducing new boat tour/fishing tour opportunities. Though many communities in Louisiana have some type of water access, very few have such a central situation as that seen with Delcambre sitting as a hub with spokes fanning out north to the sites mentioned above and south to the Bay/Gulf and its fishing and boating possibilities. Using these types of leverage [the brand equity of shrimp and the lesser well known geographic proximity to strong/established visitor attractions and the Gulf] could provide Delcambre with a near term-immediate influx of visitors and revenue. B. Vulnerabilities: The aforementioned strengths/opportunities are significantly threatened by recurrent storms/hurricanes/floods. Physical devastation could quickly destroy new developments. The emotional trauma may be worse, sapping the spirit of growth or rebirth from its citizens. This renders Delcambre vulnerable from a physical disaster standpoint in more ways than one (physical and emotional/morale). Any future economic downturn in the region (such as an oil bust) could also cripple or render vulnerable any new tourism or recreational endeavors. Another financial vulnerability is that Delcambre, and its people or outside investors, needs outside funding (credit) to fuel its growth and building projects. The national credit crunch, and any local credit crunch, could take away some of the funding Delcambre so desperately depends upon for its revitalization.

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C. Constraints: The opportunities for new events including culinary or family fishing tours are hampered by the limited marketing infrastructure in Delcambre. Since the Shrimp PoBoy cook off would be an entirely new event, significant local and regional advertising would need to occur. Some special prize or other reason for neighboring towns restauranteurs to come to Delcambre would need to be devised. Family fishing tours might also be a tough sell to families in and around Delcambre. People in Delcambre may be reluctant to purchase access to a boat because so many of Delcambres citizens own their own watercraft. Families from neighboring towns might feel as if Delcambre does not serve as a family friendly town for visitors or that it may not be suitable for professional or expeditious and carefree fishing excursions. The small-scale boat launch and limited parking are also constraints for new aquatic venues. Most places with healthy boating activities have much better launches and more available parking for boats, trucks, trailers, RVs, etc. D. Problems: The already limited infrastructure (weakness) could be decimated by recurrent storms or flooding (threat). Likewise, an economic downturn in the town or region (threat) would lead to more unemployment and create problems for new business formation. Loss of, or lack of, outside credit coupled with a bust in local oilfield activities could be a significant problem. These problems are of greater risk position than those mentioned above under vulnerabilities, because of the coupling effects of current weaknesses and threats having additive effects.
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V. Summary of Market Opportunity Analysis of Delcambres market opportunities indicates that charter boat fishing and festival markets are viable. The popularity of recreational boating and fishing in Louisiana, specifically south Louisiana, is one of the primary factors contributing to the market opportunity in charter boats out of Delcambre. Delcambre already has a reputation for being a shrimping town, even if it hasnt really been advertised effectively in recent years. So in that respect, Delcambre already has an advantage in terms of the perception that fishing can occur out of Delcambre. Delcambres close proximity to Lafayette, which is one of the most highly populated areas in the region, can be an advantage over other ports to the east and west that involve more travel time before getting out on the water. One opportunity that Delcambre can pursue involves the family fishing experience. By involving a family and children, the fishing experience becomes less about what you catch but the fun you have trying. This would involve less seasoned customers willing to give up some of the amenities offered by other ports such as Cypermort Point. With fewer amenities come a lower price point, and a potential new market for recreational fishing out of Delcambre. A new festival/celebration is an excellent market opportunity for Delcambre. An additional festival would provide a mechanism for getting people to visit Delcambre, Jefferson Island, and the waterfront. A festival is a built in advertising campaign for the town, while also serving as a revenue generator. Festivals are also ideal from a regional standpoint. When it comes to festivals in Louisiana the end user is looking for the cultural experience that involves food, music, family and friends. Based on the situational analysis, Welcambre to Delcambre has identified market opportunities within the tourism industry. To explore these opportunities of
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fishing and festivals further, it is necessary to identify segments of people that can be targeted to participate. VI. Market Definition Analysis for Selected Products A. Segmentation Basis used in Analysis This section will look at four possible markets of tourist attractions: Recreational, Shrimp/Fish Industry, Festivals and Activities, and Ferry/Boat tours. The segmentation used in this analysis of Delcambre is based on the availability of opportunities in the town and in coordination with the common interests of tourists. The Cajun way of life and Cajun culture was also factored in to all variable in the segmentation. B. Visual of Segmentation to Create Unique Market Segments See attached Appendix A. C. Viability of Each Market Segment 1. Recreational Activities Water based recreational activities in Delcambre could be energized. Boating, jet skiing, wave running, and kayaking could be done at a higher frequency in and around Delcambre. However, realistic increases in boating activities would be more likely to occur after a new boat launch is erected. This possible market area can be assessed in the following manner: Measurable/Substantial: According to the National Marine Manufacturers Association boating is the seventh largest outdoor hobby in the country, a $23 billion dollar industry. 16

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Accessible: According to the La. Dept of Wildlife and Fisheries, as of 2003, recreational boating accounted for $99 million in sales and income tax revenues in Louisiana. Each boat trip leads to at least $100 in local purchases to support the trip. Each boat is associated with $2$4000 per year in maintenance costs/purchases. Over 300,000 boats are registered in Louisiana. Average usage for a boat is over 30 days per year. 17 Differentiable: Delcambre is fortunate to have Bayou Carlin running through it, with direct access to Lake Peigneur and Vermilion Bay. This makes Delcambre differentiable because not many communities have direct access to various types of open water. Actionable: Recreational activities are an actionable plan for Delcambre, however in the immediate future recreational activities will not be profitable for the town of Delcambre due to the shortage of retail establishments.. Boating is an actionable activity. Marketing to increase boat launches through Delcambre could increase water traffic, but this would likely be best accomplished after a new boat launch is erected. Many people in the region may not be aware that there is direct access to Vermilion Bay through Delcambre. Increasing local/public awareness of this direct access could dovetail nicely with marketing of new boat launch facilities. Boating is further addressed in the Shrimp/Fish Industry of this project. 2. Shrimp/Fish Industry In the segmentation of the shrimp and fishing industry, the charter boat fishing market was determined to be a viable segment. The channel customer of this market would be existing charter boat companies and/or individuals with current operations out of other proximal ports. Other potential channel customers could be existing Delcambre residents currently engaged in
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the declining shrimping industry. This would potentially open a market for current shrimp boat operators to fill the void left by a slowing shrimping industry. The end customers for this market would be families with children seeking single day fishing trips at a reasonable price point compared to higher end adult male orientated charter boat operations in competing areas such as Cypermort Point and Intercostal City. be on the experience for the family vs. the actual fish or shrimp caught. Measurable / Substantial: According to a 2006 report on the economic benefits of fisheries, wildlife and boating resources, recreational fishing accounted for 20% of the total economic impact in terms of dollars. When recreational boating is included the total with fishing is over 45% of economic impact dollars. Acadiana, which consists of 22 parishes, accounted for over 36% of all Louisiana State fishing license privileges for 2007. Accessible: A primary communication and distribution channel for this market would be the annual shrimp festival. This is an established medium that generates regional interest in Delcambre and by association the fishing industry. Onsite advertising during the festival would be an excellent medium for prospective charter boat companies or captains to advertise fishing out of Delcambre. Differentiable: The geographical location of Delcambre relative to other charter boat ports such as Cypermort Point and Intercostal City would be the primary differentiable characteristic in terms of proximity to the largest potential market of Lafayette parish. Actionable: Given the culture of south Louisiana and the popularity of recreational boating and fishing, Delcambre has an opportunity to utilize its direct access to Lake Peigneur and Vermilion
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The focus would

Bay as a way to target charter boat fishing customers. With plans for a new boat launch, Delcambre will have adequate resources to encourage more recreational fishing in the long term. In the short term, Delcambre is still equipped to have charter boat fishing trips. 3. Festivals/Activities As part of Delcambres efforts to rebuild their town and community, they could become one of the Main Street communities participating in the Louisiana Main Street Program. Louisiana Main to Main is a statewide initiative of Louisiana Main Street that occurs annually. It is designed to promote economic development and encourage cultural tourism throughout the state of Louisiana. It is a program of the Division of Historic Preservation residing with the Louisiana Department of Culture, Recreation, and Tourism. The program would be a great opportunity for Delcambre to rebuild their communitys infrastructure and confidence.18 Measurable/Substantial: According to David Osborne, Last November the month long, the 25-town Culture Road Show drew 53,000 visitors. Assuming $114.00 in daily spending per visitor, it generated roughly $6 million in tourism spending.19 This program could bring in a significant amount of money for the town of Delcambre. Accessible: Two of the towns surrounding Delcambre, Abbeville and New Iberia, are currently a part of the Louisiana Main to Main Events. During 2008, Abbeville hosted 3 events and New Iberia hosted 2 events. One of the activities was the Giant Omelet Celebration held in Abbeville on November 1-2nd. Delcambre could easily become a part of the Main-to-Main communities and could schedule their activities around the same dates as Abbeville and New

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Iberia. Tourists would be more inclined to come to an event in Delcambre, if another event is available close and around the same time. 18 Differentiable: Delcambre has a unique piece of history that could be used to bring in tourist. In 1980 an oil-drilling rig punctured a deep salt mine in Lake Peigneur, causing the lake to drain into the mine. The Delcambre Canal flowed backwards into the lake until the mine was filled and the lake refilled. There is still evidence of this event. A chimney from the top of a house is still sticking out of the water and can be seen very easily. This bit of history would be a great piece of knowledge to offer to tourists. 20 Actionable: Delcambre should become one of the Main to Main Communities to participate in the initiative to develop tourism in Louisiana. It would be a great opportunity to bring awareness of the small town of Delcambre. 4. Ferry/Boat Tours Delcambre has a unique location. It is located directly on the Delcambre Canal. Delcambre is also located in close proximity to two popular tourists location, Jefferson Island and Avery Island. Jefferson Island is home to the beautiful Rip Van Winkle Gardens and the plantation home of Joseph Jefferson.21 Avery Island is the home of Tabasco and the McIlhenny Company.22 Avery Island is also home to Jungle Gardens. These two locations are beautiful and rich in Louisiana History. Delcambre currently does not have a thriving tourist industry. In the process of trying to bring tourists to Delcambre, it is important to include these two popular close tourists locations. One possible way that Delcambre could benefit from Jefferson and Avery Islands is from a boat tour company based in Delcambre. This boat tour company could operate
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out of Delcambre and transport people to and from the two islands. This possible market segment can be assessed in the following manner: Measurable/Substantial: An estimated 30,000 people a year visit Avery Island.23 An estimated 20,000 people a year visit Jefferson Island. 21 A similar venue to the one proposed a boat tour company; McGees Landing, in Henderson, Louisiana. McGees landing entertains anywhere from forty five thousand to fifty thousand tourists a year.24 Accessible: Delcambres location on the water makes it a very accessible location for a boat tour company. Delcambre has many points along its canal where a company could locate. Specifically, the new boat launch would be a good location for the loading and unloading of passengers. Delcambres location in between Jefferson Island and Avery Island makes it accessible by boat. It is twelve miles from Delcambre to Avery Island and three miles from Delcambre to Jefferson Island.25 Differentiable: A boat tour is a specialized type of activity. Daily people drive in their cars; however a boat ride is a less common activity. A boat tour would be a relaxing way to be transported from one location to another. Also, a boat tour is differentiable because it allows the tourists to view wildlife and marshland while traveling. Actionable: A boat tour company originally seems like a plan that could be set in to action quickly. However, this plan is not the best actionable plan for Delcambre at this time. This plan would not generate a lot of revenue for Delcambre. This plan would generate more money for Avery and Jefferson Islands.

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After analysis of the aforementioned market segments, it was determined that Delcambres greatest immediate tourism opportunities are in the recreational charter boat fishing and festival markets. The other identified market segments involving recreational activities (excluding boating) and ferry/boat tours were ultimately determined not to be immediately actionable. VII. Analysis of SEGMENT 1: Charter Boat Fishing A. End User Analysis: Charter Boat Fishing See Appendix B- Customer Value Hierarchy To determine a viable market in any location, the customers needs and wants must be assessed. Customer value is defined as the customers perception of what they want to have happen. Customers Values are often reviewed using a hierarchy. The hierarchy provides structure and organization for evaluation purposes. For the charter boat market, the customer value hierarchy begins with basic attributes such as traveling distance to Delcambre, the condition of the boat, hours of operation, services included with the charter, and reasonable prices. The consequences of recreational charter boat fishing are the ability to catch fish and shrimp with family, get out on the water, have someone else be responsible for the boat, utilize the knowledge of the charter captain to increase odds of catching fish/shrimp, and create a safer environment for individuals with little experience. The desired end states would be a unifying family experience, excitement on the water, and safety. Evidence of the popularity of fishing and boating (cited previously) in Louisiana in general and specifically in the Acadiana area make these desired end states very reasonable to achieve with a charter boat operation out of Delcambre.
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B. Channel Customer Analysis: Charter Boat Fishing Recreational fishing and shrimping through the use of charter boats has the potential to capitalize on an industry that Delcambre already has an established name for. The channel customer will be an existing charter boat company operating in multiple locations, local charter boat captains, or potentially a Delcambre resident in the shrimping industry looking to utilize his or her resources to supplement a slowing shrimp business. All of these optional customers will need to have the capital resources such as the boat and equipment. In order to market to the end user, the channel customer, they will have to show knowledge of the water, fishing techniques and have adequate customer service skills. The target market is the recreational, family oriented fisherman. C. Competitor Analysis: Charter Boat Fishing Many boat tour/fishing charter companies exist in the Grand Isle, Houma Venice and New Orleans areas. Some are listed near Lake Charles. There were not many advertised on the web from in or around Iberia or Vermilion Parish. One local owner of Cypremort Point Charters, Devin Legnon, has two boats, which cater to small fishing trips. His smaller boat can accommodate four fisherman and they often go near Marsh Island and catch speckled trout and redfish. Cost is $550/day but guests bring their own food and drink. His larger boat can accommodate six for offshore fishing; cost is $1200/day plus fuel. When asked, he responded that business was starting to pick up; he said there werent many businesses like his in the area He also echoed what is mentioned above concerning the more popular regions to go out on charters.26 This lack of significant competition would seem favorable with aggressive marketing and a new boat launch.
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D. Supply Chain Analysis: Charter Boat Fishing The top of the supply chain would be the charter company. This company would have to locate a boat to purchase as well as the boat captain. From there, a company that has shrimping nets would have to be contacted to purchase the right type of nets to be used for recreational shrimping. Also, a bait shop with the appropriate type of bait would be needed. The company would have to make sure all these things are in order and ready for the end-user, which are the families when they arrive. Should a family choose to participate in recreational charter fishing, a charter company as well as a boat captain would need to be brought in. A company that sells offshore fishing poles and tackle would need to be contacted to purchase equipment from. Bait could be purchased from a store within a certain mile radius or can be caught in the water before the fishing trip begins. The boat would need to be ready for all the amenities for the end-user, which are the families that are arriving to experience new tourism attractions in the town of Delcambre. The suppliers for the charter companies that will be located are within a 30-50 miles radius of the town of Delcambre. E. Market Strategy (Three Year Timeline): Charter Boat Fishing Welcambre to Delcambre suggests bringing a privately owned charter boat company to Delcambre. This would require no upfront money from the town and no government funds. Also, a company located in the town will generate tax revenue for Delcambre. A charter boat company as a tourist attraction capitalizes on Delcambres proximity to the gulf and bay as well as its reputation for shrimping and fishing. The principle strategy with respect to charter boat services is to focus on family oriented fishing trips. The idea is to sell Delcambre as the port for the small town family fishing experience that would involve shorter trips requiring less amenities as
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compared to other ports in the region. Church organizations, elementary schools, cub scouts, and girl scouts, summer programs are examples of organizations and locations where this type of charter service could be marketed in an effort to seek out a family oriented experience. i. Value Proposition and Positioning: Charter Boat Fishing Charter boat fishing out of Delcambre will focus on quality family fishing outings for children and their parents. The value proposition is Fishing for a family experience? Lafayette represents a significant market for this type of fishing service with almost 40% of the population having 1 or more children under the age of 18 according to Lafayettes 2009 economic profile. Combine that with the statistics that demonstrate the popularity of recreational fishing and boating in south Louisiana and the case can be made that there is potential for a family charter boat service out of Delcambre. In addition, Delcambre is uniquely positioned to serve the Lafayette market because of its closer proximity relative to Cypermort Point and Intercostal City. Existing charter boat companies would be asked to evaluate the demand for

this service and ideally progress to complete operations by the time the boat launch is completed. ii. Assets and Competencies: Charter Boat Fishing Assets The greatest asset above all is that the town of Delcambre has waterfront property. Also with the amenity of a local boat launch as well as the local fisherman, Delcambre can experience future growth on the waterfront and entice more people to come and experience all the potential that Delcambre has to offer. At this time there is a local boat launch; however, with the forthcoming project of the new boat launch, the easy access to the water will be greatly appreciated by all individuals that use this resource.
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Competencies An important competency is the knowledge of the local fisherman of the waterways as well as the best fishing spots. When individuals attend with their families, it is important for the charter company and the people in charge of the operation to have this kind of knowledge for the best experience possible. The expectation of a return visit will be greater and the word-of-mouth experience can be powerful to this little town. iii. Functional Strategies and Program: Charter Boat Fishing A marketing strategy must be applied to any new product or service to create, communicate, and deliver the value for consumers. The 4 Ps of marketing: product, price, place, and promotion are used in making decisions for influencing their trade channels as well as their final consumers. The marketing tools can be applied to Charter Boat Fishing in Delcambre. Product- Boat charters in Delcambre could be an exciting new activity for families in Delcambre and surrounding areas to be involved in. A privately owned company would be brought in to the town and different services could be offered to families for entertainment. The company would provide different packages for families to chooose from. Price- The boat charters would involve a range of prices depending on the packages offered. The amount of people, the length of time, and the type of seafood caught could all cause the price to vary. The prices would be set by the charter companies to make sure that their costs are covered. Customers would be given the choice of their boat charter package. Jean Lafittes Fishing Charter is an example of a charter company located in New Orleans, LA. There current prices

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are set at $650 for a tour with 5 people. This business is one example of possible prices that could be used for the Delcambre boat charters. Place- The boats would have to charter from the new boat launch that is in the plans for Delcambre. The boats could charter directly into Lake Peigneur and the Vermilion Bay. Promotion- The boat charters would have to be promoted by the town of Delcambre, more specifically the Steering Committee. The committee should utilize free advertising for Delcambre. For example, Passe Patout is an easy way to get the word out to surrounding communities. In collaboration the town of Delcambre, the steering committee and the boat charter company will work to promote a profitable fishing business. iv. Implementation and Evaluation Timelines: Charter Boat Fishing a. Implementation: Recruitment: Year one The steering committee needs to invite an existing charter boat company from south Louisiana to come to Delcambre at lease one weekend per month initially. Alternatively, local shrimpers could be encouraged or somehow incentivized to develop a small family fishing charter side business to serve local families and tourists to Delcambre with single day fishing tours. Growing the project and making the events/company(ies) a stable draw for the community would occur in years two, three and beyond. If a boat or fishing company from another area initially came for one weekend per month then hopefully by year two and beyond they would

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have an established site in Delcambre offering services on every weekend during fishing/boating season. b. Evaluation: Numbers of boats and boaters: Regular service for every weekend would be optimal for scheduling availability and to support the overhead of the enterprise, hopefully occurring by year two. More than one boat could also be an ultimate goal for years two and beyond. Media attention: same comments as in shrimp poboy cook off event. VIII. Analysis of SEGMENT 2: Shrimp Po-boy cook-off / Main to Main

A. End user analysis: Shrimp Po-boy cook off / Main to Main See appendix C Customer Value Hierarchy

Recall that customer value is defined as the customers perception of what they want to have happen. The end users perception of a festival would involve food (specifically shrimp in Delcambre), drinking, music, and exposure to multiple tourist activities around the state of Louisiana. The consequences for the end user would be the opportunity to experience or take part in unique cultures and events around the state of Louisiana, the ability for regional residents of the state to travel with out having to go too far or spend too much money, share a love of cooking, and spend time with family and friends. The desired end states for the end customer when it comes to festivals are the cultural experience of Louisiana.
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Louisiana residents typically know what that culture is and take pride in it. Non-Louisiana residents love to come experience it for the first time. The cultural experience is what Louisiana tourism is all about. Delcambre has real opportunities; particularly when included in a broad range of geographical areas around the state. B. Channel Customer Analysis: Shrimp Po-boy cook off / Main to Main The target market for the Louisiana Main-to-Main festival would be a avid festival goer of all ages and the channel customer is the Division of Historic Preservation of the Louisiana Department of Culture, Recreation, and Tourism. This is the division of the state of Louisiana that is responsible for the organization of the Louisiana Main to Main festival. This is already an established festival tour of twenty-five towns across the state of Louisiana. If Delcambre were added to the tour, the location and events would have to be planned and marketed as a valuable part of Louisiana culture and tourism. C. Competitor Analysis: Shrimp Po-boy cook off / Main to Main It is important to examine competitors in the tourism industry. Louisiana Main to Main has 40 events in the month of November.18 Many of the events, which are in close proximity and on nearby days, could serve as both competition and attraction to Delcambre events. Competition facing the recreational shrimping and fishing charter boat industry in Delcambre will also be examined in this section. Abbeville has the Giant Omelet Celebration planned for Nov.7-8, 2009. 5,023 eggs will be used in the preparation in 2009. The skillet, made by Don Begnaud manufacturing, is 12 feet in diameter.27 The crowd estimated by aerial viewing in 2008 was approximately 5,000.28 In 2008
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two other events, the St. Mary Magdalene cemetery tour, and the Taste of Vermilion were also hosted. New Iberia had three events in 2008 in early November. Events from Main to Main which were a little farther away but which could have still attracted traffic to or away from Delcambre included Zydeco French dance events in Opelousas and Crowley.29 Thus, a strategic time to host an event in Delcambre would seem to be sometime between the 1st and 15th, in order to take advantage of other tourists which may already be in nearby towns, as part of the Main to Main festivities. Of the 515 festivals in Louisiana, 27 occur in November. If an event were held in Delcambre in the first two weeks of November, Louisiana festivals and other events, which could pose as competition in 2009, would include: New Iberia: Shadows Civil War Encampment (Nov. 6-8) Great Chili Challenge (Nov. 7)

17 entrants/competitors in 2008; according to Heidi Delahoussaye it draws several hundred participants. They have 30 booths with arts and crafts and chili contestants. Last year, a live Christian music band entertained the audience while children played in a fun jump and there was a free train ride.30 Down Town Art Walk (Nov. 7)

Downtown New Iberia hosts the artists at their businesses. Some stay open for the event; others let them set up in front on the sidewalk. Some businesses have small receptions during that time
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with food and drinks. Over the three to four hour span, a couple of thousand people visit the downtown area. Close to 150 artists participate, from elementary and high school art classes. The new art gallery grand opening will feature Paul Schexnayder and many Acadiana artists, the culmination of the Shadows on the Teche en plein air (in plain air) artist showing, to people who love to paint! They have a potter placed, and a book signing with the author at Books Along the Teche. They also have entertainment at the gazebo in Bouligny Plaza. This event will feature a jazz musician. In the past, we have hosted bands. And of course, the restaurants are filled with so much activity in the area.31 Red Dot Trolley Tour (Nov. 7 )

Once a year we host a Red Dot Trolley Tour from grants we receive. We either showcase the downtown businesses with fabulous sales, or a tour of the historic district homes.29 Rayne: Frog Festival (Nov. 12-14)

Port Barre: Cracklin Festival (Nov. 15)

Calls to persons to obtain more info on Frog and Cracklin Festivals were not returned; other festivals occur in November but projected dates for 2009 were not available at the sites consulted at time of this writing).32 Downtown Alive in Lafayette is held on Fridays, and is a popular event for mostly Lafayette residents.33 Since the event is free, exact attendances are unknown, but Mr. Brett Millington,
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with the Downtown Business Development Agency, estimates that there were in excess of 2,000 attendants for the Terrance Simien event last November. The upcoming fall events are not yet scheduled so as to gauge the draw of events in the coming year.34 LSU football games are also likely to draw many from south Louisiana away from Acadiana. 43% of attendees are from outside of Baton Rouge.35 LSU plays Alabama in Tuscaloosa Nov. 7, and Louisiana Tech at home in Tiger Stadium Nov. 14.36 UL Ragin Cajuns have a bye Nov. 7 and play away at Middle Tennessee Nov. 14.37 D. Supply Chain Analysis: Shrimp Po-boy cook off / Main to Main There are many facets of a festival and how to prepare for this occasion. For a festival to take place a committee must first be formed to delegate the necessary positions for it to run smoothly and successfully. The committee can then form subcommittees to designate job duties such as event planners, finding the talent, marketing and public relations, appointing the appropriate vendors, and also designating a person for inquiries. Once this has been established someone or a small group of members will have to see about funding for this event as well as security personnel. The event planners can start planning which events will take place and where as well as the day or days for the events to take place. The marketing and public relations team will need to strategize on marketing the event to the appropriate people whether it is individuals and festival goers at other festivals from around the state, or companies to sponsor the certain areas of the festival.

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E. Market Strategy (Three Year Timeline): Shrimp Po-boy cook off / Main to Main Our Marketing strategy is to establish a November festival in Delcambre is establish a shrimp po-boy cook off event. This festival would be held at the beginning of November and would draw primarily regional consumers and participants. This event could receive significant promotion at the shrimp festival in August. The ultimate goal would be to have this event listed on the Louisiana Main to Main schedule. With this would come significant advertising and promotion in Louisiana and would be a catalyst for growing other tourism opportunities in Delcambre. The town of Delcambre is highly capable of hosting a Louisiana Main to Main festival. The town already successfully hosts the Shrimp Festival every August. Welcambre to Delcambre suggests that the steering committee, along with anyone who volunteers, establish a new festival/ cook-off committee, work together to plan and host an event. Once the event is functional is the prime time to enter the Main to Main circuit. i. Value Proposition and Position: Shrimp Po-boy cook off / Main to Main

It is perfectly fitting, that the best shrimp po-boy in Acadiana be determined and celebrated in Delcambre. Shrimp is Delcambres main industry and identity. In south Louisiana, food is regarded as more than mere sustenance. Food is part of the culture, and is the centerpiece of most Louisiana festivals. Delcambre provides the shrimp; local Acadiana restaurants make the po-boys, and festival goers determine the winner. The key supporters of this festival would be local restaurants wishing to compete for the best shrimp po-boy in Acadiana. Advertising in these participating restaurants would provide an excellent marketing campaign for the festival.

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The goal is to establish this festival in November as part of the Louisiana Main to Main program. Louisiana Main to Main was designed to foster economic development and stimulate cultural tourism throughout Louisiana. For the month of November, residents and visitors are encouraged to experience the rich and diverse culture of Louisiana. This is exactly what Delcambre will need to expand its revitalization efforts. We feel the value proposition that encompasses not only this event but Delcambre in general is Delcambre shrimp, Acadiana Flavor. Delcambre shrimp leverages the towns know history within the shrimping industry. Acadiana flavor seeks to reference the inclusion of different Acadiana restaurants in a more literal interpretation as well as the favor of Delcambre in general. ii. Assets and Competencies: Shrimp Po-Boy Cook-off/Main to Main Assets The town of Delcambre currently has a festival in place that takes place every year, the Delcambre Shrimp Festival. The Shrimp Festival ground is a major asset to assist in establishing the Shrimp Po-boy Cook-off Festival for ground amenities and space is readily available. A second asset to assist in the potential festival is that there is already people within the town that have the knowledge of conducting a festival, contacting the potential advertising venues, and gathering all other amenities to do so. Delcambre also has the advantage of the shrimping industry in their backyard. This is an enormous asset for the already established industry recognition in the town. The asset is already there and with the combination of other amenities as stated above, the local shrimp can only enhance the event.

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Competencies As stated before as an asset, the knowledge, ability, and willingness of the local people on the Delcambre Shrimp Festival committee can assist in hosting another potential successful festival such as the Shrimp Festival Cook-off Festival. Furthermore the Delcambre Shrimp Festival committee serves as an enormous competency for future development and growth of the Shrimp Po-boy Cook-off Festival. iii. Functional Strategies and Program: Shrimp Po-Boy Cook-off/Main to Main A marketing strategy must be applied to any new product or service to create, communicate, and deliver the value for consumers. The 4 Ps of marketing: product, price, place, and promotion are used in making decisions for influencing their trade channels as well as their final consumers. The marketing tools can be applied to a shrimp po-boy cook off/ Main-toMain Event in Delcambre. Product- Delcambre must create a new festival/event in order to become a part of the main to main circuit. The event must attract the current community of Delcambre and the communities of surrounding towns. The event could include a shrimp po-boy cook-off that would support the shrimp industry of Delcambre. Price- The event could have a set price per person. The price should be low enough to attract outsiders but also high enough to make a difference to the town of Delcambre. It is very important that the event bring in some revenue for the community.

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Place- The event must take place in a central location in Delcambre. It must be a large enough area to support a huge crowd. It could be held in the same location as the Shrimp Festival because many people are familiar with its location. Promotion-The event would have to first be promoted by the town of Delcambre in order to become established. An easy way for Delcambre utilize free advertising is to make T-shirts that can be bought and worn by the Delcambre community. The T-shirts would promote interest in Delcambre. Once the event becomes established it can then become promoted by the Louisiana Main to Main Program as part of their communities. Louisiana Main to Main has a variety of ways to promote its festivals. The organization mainly uses the internet to promote activities that take place across the state. iv. Implementation and Evaluation Timelines: Shrimp Po-Boy Cook-off/Main to Main a. Implementation: Recruitment: Before/during year one The steering committee would need to initially recruit cooks/restaurants to participate. The steering committee, along with the cook off committee would need to initially recruit cooks/restaurants to participate. Also, donations of shrimp will need to be gathered from local shrimpers. In addition, participating restaurants can assist in promoting the event by challenging competitors to participate.

Establish the event: Year One

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The inaugural event would likely need to have been recorded first before applying to be a part of the Main to Main calendar. An established event, with the opportunity for growth, is important for acceptance into the LA Main to Main program. In year one, a cover story with a local newspaper or magazine would be beneficial in promoting the cook off in upcoming years. A successful event where winners are announced and bragging rights are established is the goal for the inaugural event. Get in the Main to Main promotional calendar: Year two or three Once a successful event or two is hosted, the Main to Main committee would be more likely to allow Delcambres signature event to be included in their program. Years two and three should focus on growing the participants in the cook-off. Additional participants could include: individuals, organizations, and families. Grow the event and draw more visitors to Delcambre: Year three and beyond Year three and beyond should focus on generating revenue for the town. By year three, the festival will be established and ways to capitalize can be further explored. The goal of this is to bring more people in order to make more money for the town. b. Evaluation: Contestants/cooks/booths: Number of contestants/booths could be benchmarked as compared to other local/nearby events such as the chili cook-off in New Iberia (which had x participants in 2008). Number in attendance could likewise be compared to similar events (such as an estimated draw of 5000 at the Omelet event in Abbeville in 2008.)
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Media coverage: Exposure in the media could also be gauged and used to monitor growth and success of the project. Indirect positive effects could be realized if media attention is raised to cover the event as it may raise the publics opinion of and their willingness to visit Delcambre for any other events (such as the shrimp festival or family boating and fishing tours). IX. Summary In conclusion, Delcambre has the capabilities to build a thriving tourist industry. It was found that the most viable markets are the Shrimp/Fish Industry and the Festivals/Activities. . The Fish/Shrimp Industry focuses on the chartering of boats to families. This could provide enjoyment to tourists and income to the town of Delcambre. The value proposition is Fishing for a family experience? The Festivals/Activities segment focuses on the Louisiana Main to Main Program. This program could provide Delcambre with an opportunity to bring in more tourists. Delcambre provides the shrimp; local Acadiana restaurants make the po-boys, and festival goers determine the winner. Welcambre to Delcambre has developed a three-year marketing strategy and timeline to serve as guidelines for attracting tourists. X. Resources

1 2

Lafayette Economic Development Authority (LEDA) The Independent 3 www.webref.org/sociology/s/soical_tren.htm 4 www.pewsocialtrends.org 5 www.ecanned.com 6 www.fizber.com 7 www.bestplaces.net 8 Port Association of Louisiana vol. 9 no. 4 9 www.Abbevillenow.com 10 Greater Lafayette Business Journal 11 Greater Abbeville-Vermilion Chamber of Commerce

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12 13

Louisiana Tourism Spending and Forecasting Numbers Released. State News Service December 3, 2008 Terrel, Dek. The 2006 Louisiana Toursim Sateliite Account An Update. Pg. 13-15 14 Lt. Gov Landrieu Pushes Cultural Economy Tax Incentives. State News Service June 13, 2007 15 Stoller, Gary. Taxes add up for Travelers; Restaurants, car rentals, and hotels make most of visitors.USA Today July 29, 2008:Pg 8B 16 Annual Report 2004 Louisiana Office of Lieutenant Governor 17 La. Dept of Wildlife and Fisheries. The Economic Benefits of Fisheries, Wildlife and Boating Resources in the State of Louisiana; Southwick Associates (904) 277-9765 Louisiana Department of Wildlife and Fisheries June 2, 2005 18 www.louisianamaintomain.org 19 Obsborne, David. Reinventing the Department of Culture, Recreation and Tourism. LA Dept of Culture, Recreation and Tourism. January 8, 2008. 20 www.wikipedia.com 21 www.ripvanwinklegardens.com 22 www.tabasco.com 23 Interview Mr. Ray Gachassin, Gatekeeper Avery Island 24 Interview, McGees Landing Employee, Rhonda 25 www.mapquest.com 26 Interview, David Legnon, Owner Cypremort Point Charters 27 Wwww.giantomelet.org 28 Interview, Arlene White, Giant Omelet Celebration 29 www.buybymail.com/festivals 30 Interview, Heidi Delahoussaye, The Great Chili Challange 31 Interview, Becky Kennedy, City of New Iberia Department of Planning and Zoning 32 www.cajuntravel.com 33 www.lafayettedowntown.org 34 Interview, Brett Millington, Downtown Lafayette Business Development Services 35 www.lorenscottassociates.com 36 www.lsusports.net 37 www.ncaabbs.com

XI. Log of Team Meetings

Wednesday, February 18, 2009- Discussion of SWOT analysis Friday, February 27, 2009 Delcambre, Louisiana- Boat Tour and Shrimp Boil Wednesday, March 11, 2009-Discussion of segmentation, industry analysis Sunday, March 22, 2009-Discussion of target markets and end users Wednesday, March 25, 2009-Discussion of why some plans were actionable and some not Saturday, March 28, 2009-Compiling of report and power point
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Monday, March 30, 2009-Editing and finalizing phase one Tuesday, March 31, 2009-Reviewing Dr. Stewarts suggestions and finalizing phase one Wednesday, April 8, 2009- Discussion of Phase Two Thursday, April 16, 2009- Detailed Discussion of Phase Two Wednesday, April 25, 2009- Discussion of Phase Two Wednesday, April 29, 2009- Discussion of Paper Format Monday, May 4, 2009- Revisions Wednesday, May 5, 2009- Final Revisions

XII. Appendices (Next Pages) A. Segmentation Graph B. Customer Value Hierarchy Charter Boats C. Customer Value Hiearchy Shrimp Poboy Cook-off
D.

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