1.4 The single greatest obstacle to Dunsmuir’s economic success is the lack of a coherent marketing
strategy . Dunsmuir is a wonderful place, with lots to offer tourists and techies alike. But Dunsmuir has
steadfastly refused to make those offers. Dunsmuir doesn’t know how to sell itself, so it’s no wonder that
no one is buying. There are three main problems with Dunsmuir’s current marketing strategy: the
perpetuation of neutral or negative images; internal focus; and a lack of marketing to obvious targets.
Let us consider these one at a time:
strategy . Dunsmuir is a wonderful place, with lots to offer tourists and techies alike. But Dunsmuir has
steadfastly refused to make those offers. Dunsmuir doesn’t know how to sell itself, so it’s no wonder that
no one is buying. There are three main problems with Dunsmuir’s current marketing strategy: the
perpetuation of neutral or negative images; internal focus; and a lack of marketing to obvious targets.
Let us consider these one at a time:
A) perpetuation of neutral or negative images
1.5 A cardinal rule of advertising is to play up the product’s good points and play down the bad ones. In
the words of the old Mercer/Arlen song, we “accentuate the positive, eliminate the negative.”
Unfortunately, those charged with marketing Dunsmuir in the past have seen fit to ignore or violate this
rule repeatedly. Examples abound. Consider this list from the Dunsmuir Chamber of Commerce web site:
the words of the old Mercer/Arlen song, we “accentuate the positive, eliminate the negative.”
Unfortunately, those charged with marketing Dunsmuir in the past have seen fit to ignore or violate this
rule repeatedly. Examples abound. Consider this list from the Dunsmuir Chamber of Commerce web site:
1902 A crushing avalanche came through the town
1903 Most of the town burned to the ground
1921 Big Travelers Hotel Fire
1924 Big fire on Sacramento Street burnt two churches and everything else in its way.
1944 The Weed or "Upside Down" Hotel burned
1974 The Big Flood floated houses away
1991 The Cantara railroad spill dumped 19,000 gallons of a herbicide, Metam Sodium, into the river
killing fish, plant, and animal life for 45 miles downstream.
1903 Most of the town burned to the ground
1921 Big Travelers Hotel Fire
1924 Big fire on Sacramento Street burnt two churches and everything else in its way.
1944 The Weed or "Upside Down" Hotel burned
1974 The Big Flood floated houses away
1991 The Cantara railroad spill dumped 19,000 gallons of a herbicide, Metam Sodium, into the river
killing fish, plant, and animal life for 45 miles downstream.
These tragedies are important parts of local history and should not be forgotten. But they are hardly
conducive to building the tourist trade.
conducive to building the tourist trade.
1.6 The same site also tells the story of the a 1935 lynching, and since stories spread like wildfire on the web,
it’s no surprise that this tale has migrated to other sites. Wikipedia, a prime source of information on the web,
doesn’t mention Hedge Creek Falls in its Dunsmuir article, but it devotes 80 words to the lynching story. It
(incorrectly) calls Dunsmuir the site of “the last public lynching in California” and credits the information to…
the Dunsmuir Chamber of Commerce! Dunsmuir is the home of mountains, waterfalls and art deco
architecture. Lynching and toxic spills have no place in our promotional materials.
it’s no surprise that this tale has migrated to other sites. Wikipedia, a prime source of information on the web,
doesn’t mention Hedge Creek Falls in its Dunsmuir article, but it devotes 80 words to the lynching story. It
(incorrectly) calls Dunsmuir the site of “the last public lynching in California” and credits the information to…
the Dunsmuir Chamber of Commerce! Dunsmuir is the home of mountains, waterfalls and art deco
architecture. Lynching and toxic spills have no place in our promotional materials.
1.7 Equally troubling is the propensity to air our dirty laundry in public. While Dunsmuir’s economic troubles
are a matter of record, the disputes between the City and the CofC as to how to best handle the problem
belong in back rooms, not on the front pages of local papers. Every negative news story damages Dunsmuir’
s image. Our economic decline is our business. Tourists don’t need to hear our problems, they need to see
our attractions.
are a matter of record, the disputes between the City and the CofC as to how to best handle the problem
belong in back rooms, not on the front pages of local papers. Every negative news story damages Dunsmuir’
s image. Our economic decline is our business. Tourists don’t need to hear our problems, they need to see
our attractions.
1.10 Another famous marketing aphorism is that we sell “the sizzle, not the steak” In Dunsmuir’s case
that means selling the purity, not the water. Too much of Dunsmuir’s marketing emphasizes what’s here,
rather than what it would be like to experience what’s here. A good example is the numerous photographs
of empty stores and restaurants with nice place settings and no diners. Viewers of advertising need
someone to identify with – Dunsmuir need to show itself as a place where people have fun. Some of the
negative images are the result of inexperience in marketing. The caption on the CoC site promoting “the
best water on earth” above a belching smokestack and below a wet fisherman’s crotch would have been
corrected immediately by any advertising professional.
that means selling the purity, not the water. Too much of Dunsmuir’s marketing emphasizes what’s here,
rather than what it would be like to experience what’s here. A good example is the numerous photographs
of empty stores and restaurants with nice place settings and no diners. Viewers of advertising need
someone to identify with – Dunsmuir need to show itself as a place where people have fun. Some of the
negative images are the result of inexperience in marketing. The caption on the CoC site promoting “the
best water on earth” above a belching smokestack and below a wet fisherman’s crotch would have been
corrected immediately by any advertising professional.
1.8 The most problematic negative image in Dunsmuir’s promotional efforts concerns the railroad. This is a
particularly sensitive issue, since most Dunsmuir citizens love trains, and the railroad is a central part of
Dunsmuir’s history and present day economy. But another cardinal law of advertising is “Know your
audience”, and Dunsmuir needs to realize that the target audience for Dunsmuir tourism may have a very
different attitude towards trains. The largest pool of potential Dunsmuir tourists are residents of large west
coast cities, (Sacramento, LA, Portland, the SF Bay area, etc.). When they choose a rural vacation spot ,
they are seeking an escape from the noise and pollution of urban life. Dunsmuir can offer such an escape,
but a modern SP engine is hardly the image of peaceful bucolic life. Furthermore, urban areas HAVE
railroads, (and railroad history) of their own. The resident of any big city can see more trains in an afternoon
than Dunsmuir can offer in a month. Sacramento’s Railroad Museum will always be bigger and better than
anything Dunsmuir can offer. What Sacramento and Oakland and LA don’t have is Mossbrae Falls, and
Castle Crags, and Mt Shasta, and pure water and unspoiled small town charm. These are the features
Dunsmuir needs to market. From the point of view of an LA yuppie, a modern SP engine is a utility, not an
attraction.
particularly sensitive issue, since most Dunsmuir citizens love trains, and the railroad is a central part of
Dunsmuir’s history and present day economy. But another cardinal law of advertising is “Know your
audience”, and Dunsmuir needs to realize that the target audience for Dunsmuir tourism may have a very
different attitude towards trains. The largest pool of potential Dunsmuir tourists are residents of large west
coast cities, (Sacramento, LA, Portland, the SF Bay area, etc.). When they choose a rural vacation spot ,
they are seeking an escape from the noise and pollution of urban life. Dunsmuir can offer such an escape,
but a modern SP engine is hardly the image of peaceful bucolic life. Furthermore, urban areas HAVE
railroads, (and railroad history) of their own. The resident of any big city can see more trains in an afternoon
than Dunsmuir can offer in a month. Sacramento’s Railroad Museum will always be bigger and better than
anything Dunsmuir can offer. What Sacramento and Oakland and LA don’t have is Mossbrae Falls, and
Castle Crags, and Mt Shasta, and pure water and unspoiled small town charm. These are the features
Dunsmuir needs to market. From the point of view of an LA yuppie, a modern SP engine is a utility, not an
attraction.
1.9 This is not to say Dunsmuir should deny its past, or stop featuring trains in its public merchandising
altogether. There is a romantic and appealing quality to the railroad, but it must be understood in the
context of its negatives as well. There are railfans, (albeit only about 175,000 in the US, as opposed to
5 million rock-climbers or 30 million fishing enthusiasts), but there are also rail-phobes. On the other
hand, no one is anti-waterfall. At times, Dunsmuir’s insistence on making everything about the rails is
almost laughable. Even the signs on our waterfalls are shaped like trains. Dunsmuir needs to balance
its marketing strategy in ways that will have more appeal to its target audience. Dunsmuir is a jewel, and
we market it like an industrial relic. Every time we call Dunsmuir a “railroad town”, it costs us tourist
dollars.
altogether. There is a romantic and appealing quality to the railroad, but it must be understood in the
context of its negatives as well. There are railfans, (albeit only about 175,000 in the US, as opposed to
5 million rock-climbers or 30 million fishing enthusiasts), but there are also rail-phobes. On the other
hand, no one is anti-waterfall. At times, Dunsmuir’s insistence on making everything about the rails is
almost laughable. Even the signs on our waterfalls are shaped like trains. Dunsmuir needs to balance
its marketing strategy in ways that will have more appeal to its target audience. Dunsmuir is a jewel, and
we market it like an industrial relic. Every time we call Dunsmuir a “railroad town”, it costs us tourist
dollars.
A) internal focus
1.11 One of the most perplexing elements of Dunsmuir’s current marketing strategy is its emphasis on
promoting Dunsmuir to itself and its immediate surroundings, as opposed to the outside world. Massive
amounts of time, effort and financial resources are spent on local events advertised in local papers and
attended by local citizens. While no one is opposed to community activities, local events simple recycle
the same limited funds. In the advertising world, such marketing is called “incestuous”, and it’s a virtual
guarantee of failure. Dunsmuir needs to market itself to LA, SF, Sacramento, and even Europe &
Japan. A concert advertised in the Mt Shasta Herald isn’t going to bring in new dollars. LA has concerts
of its own. A new mural or evert (or even a web site with no promotion) do nothing to advance
Dunsmuir’s nationwide image. We don’t need to create new attractions, we need to tell the world about
the attractions we have. San Francisco tourists don’t read the Reading Searchlight, and the only way
they would end up on the CofC web site is if they happened to randomly type “Dunsmuir” into a search
engine. A press release to the Dunsmuir News does nothing to promote Dunsmuir to the people we
really need to reach. The same applies to a visitor’s center or a locally distributed brochure. While nice
supplements to marketing, these can only reach an audience that is already here. Dunsmuir needs to
direct its appeal to people who have never heard of Dunsmuir.
promoting Dunsmuir to itself and its immediate surroundings, as opposed to the outside world. Massive
amounts of time, effort and financial resources are spent on local events advertised in local papers and
attended by local citizens. While no one is opposed to community activities, local events simple recycle
the same limited funds. In the advertising world, such marketing is called “incestuous”, and it’s a virtual
guarantee of failure. Dunsmuir needs to market itself to LA, SF, Sacramento, and even Europe &
Japan. A concert advertised in the Mt Shasta Herald isn’t going to bring in new dollars. LA has concerts
of its own. A new mural or evert (or even a web site with no promotion) do nothing to advance
Dunsmuir’s nationwide image. We don’t need to create new attractions, we need to tell the world about
the attractions we have. San Francisco tourists don’t read the Reading Searchlight, and the only way
they would end up on the CofC web site is if they happened to randomly type “Dunsmuir” into a search
engine. A press release to the Dunsmuir News does nothing to promote Dunsmuir to the people we
really need to reach. The same applies to a visitor’s center or a locally distributed brochure. While nice
supplements to marketing, these can only reach an audience that is already here. Dunsmuir needs to
direct its appeal to people who have never heard of Dunsmuir.
That brings us to the final, and most important problem with Dunsmuir’s
current marketing strategy: It doesn't really have one.
current marketing strategy: It doesn't really have one.
C) lack of marketing to obvious targets
1.12 Dunsmuir’s biggest marketing problem isn’t inept marketing or mis-targeted marketing, it’s a
complete lack of any marketing at all. In the world outside the Siskiyous, Dunsmuir’s public image isn’t
positive or negative, it’s nonexistent. Mention Dunsmuir in LA, San Francisco or Portland and the most
likely response is “Where?” Ironically, this lack of public awareness is good news. No image is better than
a bad image, and the creation of a positive buzz about Dunsmuir is not a particularly difficult task if
approached in a professional manner. Dunsmuir has more unrealized potential for tourism and relocation
than any comparable sized town in California. There are literally millions of people within hours of
Dunsmuir who would love to experience our small town charm and natural wonders. We need to tell those
people that we exist.
complete lack of any marketing at all. In the world outside the Siskiyous, Dunsmuir’s public image isn’t
positive or negative, it’s nonexistent. Mention Dunsmuir in LA, San Francisco or Portland and the most
likely response is “Where?” Ironically, this lack of public awareness is good news. No image is better than
a bad image, and the creation of a positive buzz about Dunsmuir is not a particularly difficult task if
approached in a professional manner. Dunsmuir has more unrealized potential for tourism and relocation
than any comparable sized town in California. There are literally millions of people within hours of
Dunsmuir who would love to experience our small town charm and natural wonders. We need to tell those
people that we exist.
1.13 Convincing people to visit Dunsmuir is going to be easy… because Dunsmuir really is worth
visiting. We have a great product to offer. What we lack is a great strategy for making that offer to the
people most likely to accept it. Dunsmuir needs to conduct a Marketing Campaign.
visiting. We have a great product to offer. What we lack is a great strategy for making that offer to the
people most likely to accept it. Dunsmuir needs to conduct a Marketing Campaign.
1 - Economic and Marketing Problems
1.0 Dunsmuir is in a state of economic decline. Businesses are closing or for sale. Storefronts are
vacant. Masterpieces of Art Deco architecture are left to crumble. There are no employment
opportunities. The town is aging as youth leave seeking greener pastures. Overall population is
declining, and the tax base is decreasing.
1.1 As the downtown district withers, tourism has fallen, and Transient Occupancy Tax revenues (a prime
source of city income) are down. City positions have been eliminated and services have been cut for lack
of funding.. If these trends continue, our downtown will turn into a ghost town, our economy will depend on
drugs and disability checks, and Dunsmuir will be nothing more than a gasoline stop between Redding
and Mt. Shasta. We cannot allow that to happen.
source of city income) are down. City positions have been eliminated and services have been cut for lack
of funding.. If these trends continue, our downtown will turn into a ghost town, our economy will depend on
drugs and disability checks, and Dunsmuir will be nothing more than a gasoline stop between Redding
and Mt. Shasta. We cannot allow that to happen.
1.2 While the American economy is in a downturn, it is unreasonable to attribute Dunsmuir’s woes to
larger economic trends. There is no comparable dip in California tourism. Similar small, quaint tourist
towns (Ojai, Julian, Mendocino, Ferndale) are not plagued by population loss and business failures.
The problem is that Dunsmuir does not think of itself as a small quaint tourist town.
larger economic trends. There is no comparable dip in California tourism. Similar small, quaint tourist
towns (Ojai, Julian, Mendocino, Ferndale) are not plagued by population loss and business failures.
The problem is that Dunsmuir does not think of itself as a small quaint tourist town.
1.3 Some of the problem is perspective. Dunsmuir takes itself for granted, and often seem unaware of
its own value. There is also some backward thinking – an unspoken but firm belief that Dunsmuir’s woes
will be cured by the industries of the past: railroads, logging, etc. That’s not going to happen, and if
Dunsmuir is going to survive and thrive it needs to come to terms with its place in the current economy.
Those of us who love history and logging and railroads cannot allow that love to blind us to economic
reality. There are only two possible sources for economic input open to Dunsmuir: tourism and
technology. T&T is the future of Dunsmuir, and the town needs to pursue both with increased vigor in
order to compete in a recession economy. The good news is that Dunsmuir is well-positioned to
capitalize on both of these potential revenue streams. But in order to do so, Dunsmuir needs to make
some changes in the way it presents itself to the world. In short, Dunsmuir needs to market Dunsmuir.
If we don’t, Dunsmuir will die.
its own value. There is also some backward thinking – an unspoken but firm belief that Dunsmuir’s woes
will be cured by the industries of the past: railroads, logging, etc. That’s not going to happen, and if
Dunsmuir is going to survive and thrive it needs to come to terms with its place in the current economy.
Those of us who love history and logging and railroads cannot allow that love to blind us to economic
reality. There are only two possible sources for economic input open to Dunsmuir: tourism and
technology. T&T is the future of Dunsmuir, and the town needs to pursue both with increased vigor in
order to compete in a recession economy. The good news is that Dunsmuir is well-positioned to
capitalize on both of these potential revenue streams. But in order to do so, Dunsmuir needs to make
some changes in the way it presents itself to the world. In short, Dunsmuir needs to market Dunsmuir.
If we don’t, Dunsmuir will die.
Dunsmuir California
Median household income $26,147 $54,013
Average household Income $37,213 $74,041
Per capita income $12,811 $25,321
Median Disposable Income $23,977 $45,429
Median household income $26,147 $54,013
Average household Income $37,213 $74,041
Per capita income $12,811 $25,321
Median Disposable Income $23,977 $45,429
More economic statistics here:
These are DMG's tentative descriptions of target audiences for Dunsmuir tourism and relocation:
3.1 - Destination Tourists
3.2 : Impulse Tourists
3.3: New Residents
3.1 - Destination Tourists
3.2 : Impulse Tourists
3.3: New Residents