What’s In Your Backyard?

By Angela Criss, ACC

I was very intrigued by a recent editorial in Travel Trade that Joel Abels wrote about Lancaster, PA, not a very far journey from his home. Even though he and Lenore visit it often and it is a perfect destination for group travel, it is a destination and a region that is not promoted by travel agents to any large degree.
We all have travel destinations that would make interesting trips within a few hours drive. National Parks, interesting cities like Washington DC, New Orleans, or Hershey, PA, not to mention events like Tulip Time in Indiana, Fall in New England or Christmas in Branson. Yet, common sense tells us that money-wise, these destinations are not worth our investment of time to promote. However, short trips can be profitable for the home based agent.
After conversing with Joel about Lancaster and some other areas, I began to wonder why so many travel agents are missing out on this market. Joel sent me the November 1998 premiere edition of a former Travel Trade publication, Tour Trade. There is a lot of helpful information in this publication about selling and putting together package tours.
A lot of home based travel agents do sell package tours through excellent suppliers, many whom we read about in Travel Trade. Package tours reach some clients who wouldn’t travel otherwise. Many clients are anxious about traveling and feel more comfortable on an escorted tour with a group. They also like the convenience of having everything in one package all planned out by someone else so they avoid the hassles and stress. And, it saves them money! Another benefit of traveling with a group is the friendships that are made while traveling together.
But, what about shorter trips to some closer destinations? The value in a closer destination vacation package would be a draw to many travelers. The time factor would influence many travelers to visit closer destinations. But, the biggest benefit I can see is growing your business and attracting new clients!
After working with a local bank to package trips for the past few years, I realized the demand for shorter trips. At first, these shorter trips seem like too much work with too few rewards, but as far as building your client base, they can be very beneficial. Many travelers will begin on shorter jaunts and then come back requesting cruises and other package vacations. It also helps to form a traveling group that bonds and travels together on other trips.
To begin, go visit the attractions in an area. Talk to them about the possibilities of working with them to send groups to the area. Discuss ways it could be profitable for a travel agent to send them business. Since many don’t pay commission, work out an agreeable means of compensation. Plan out the expenses and add commission for your time and expertise.
I recently visited an area that is very neglected as far as travel promotion. Altus, on the slopes of the Ozark Mountains, is the wine capital of Arkansas with historic vineyards and award-winning wines. One of the wineries, Wiederkehr Wine Cellars, is the oldest and largest wine cellar in the region.
The Altus wine tradition began when Johann Wiederkehr came to Altus from Switzerland in 1880 and chose St. Mary’s Mountain in Altus because of the close ties to the Swiss monks who founded the nearby Subiaco Abby. The fine, sandy soil produces the finest quality of grapes, including many varieties that were believed to be ungrowable east of the Rockies. Now the third and fourth generations keep the family tradition of making excellent wines and have expanded the business. The first wine cellar dug by Johann is now the charming Weinkeller Restaurant where guests can enjoy Old-World cuisine including many German and Swiss specialties. The native stone restaurant is on the National Register of Historic Places.
Branching off from the Wiederkehr family, the Post Familie Vineyards have been producing fine wine since 1916. While we visited, Paul Post gave us an excellent tour of Post Winery and Vineyards, one of the top 100 wineries in size. Another family owned and operated business, they still tend some of the original vines planted in the 1890s. Post Familie produces over 30 wines and can harvest 60 tons of grapes in one day. Besides some of the European vinifera varieties, the Post Familie also makes a Cynthiana wine from grapes found growing in the Arkansas region as well as Muscadine, which grows well in Arkansas.
Other wineries in the region include Chateau Aux Arc (German for Ozark and meaning big bend in the Arkansas River) and Bethel. They all give complimentary tours and tastings.
The Weinfest at the end of September would be a great time for tours. Guests could tour the wineries and the vineyards, sample Old World dishes, attend wine tastings and join in other harvest festivities, including grape stomping!
Another must-see in the area is the spectacular St. Mary’s Catholic Church on St. Mary’s Mountain. Dedicated in 1902 and on the National Register of Historic Places, St. Mary’s features 29 stained-glass windows and murals all along the walls with gold leaf done by German artist Fridolin Fuches. The church is open daily and is an attraction for many tourists.
Altus would be a perfect destination for a short group trip. Clients that enjoy history, antiques and learning more about winemaking, as well as beautiful unspoiled scenery, won’t want to miss it!
What is in your backyard? Where can you put together some tour groups for short jaunts? It could be the beginning of a great group that comes back for longer and more profitable vacations!

Angela Criss has a B.S. in communications with an emphasis in advertising and a minor in marketing. She has had a myriad of jobs, including marketing director for a manufacturing company, various newspaper jobs and taught English for 10 years. She now owns a home based travel agency, Criss Travel, in rural Salem, AR.