Orick - Lodging Facility Market Study and Business Development Strategy

Krikham, Linda; Kelvin, Patricia

Document created for Humboldt County Redwood region Economic development Commission to boost economy of Orick, CA. On average, approximately 1.3 million tourists pass through Orick on Highway 101 each year. The greatest attraction of tourists near Orick occurs at Prairie Creek State Park, where visitor volumes equal to 28% of the highway tourist volumes are reported in an average year. Overnight camping visits to Prairie Creek State Park, are typically at levels equal to 4% of highway visitor volumes. The Redwood National Park Visitor Center in Orick has historically been visited by 4% of the tourists in an average year. Less than 1% of highway tourist volumes have been patronizing Orick businesses. A quality 75-rocm lodge in a traditional secluded setting 2.5 miles north of Orick is preliminarily estimated to cost $7.4 million. The main barrier for Orick community businesses seems to be the problem of deteriorated buildings, and an unaesthetic appearance of disrepair. The physical attractiveness of a business has a lot to do with determining whether visitors will in-fact be "attracted" I or choose to on by without stopping. A special $25,000 revolving loan program to encourage building facade improvements, signing, and landscaping consistent with a coordinated design theme is recommended. A quality lodge within 3 miles of town would contribute significantly to retaining visitors within a close enough radius to spend time exploring attractive shops in a nearby community. Additionally, in-town lodging facilities would most likely benefit from the customers a main lodge would turn away. Additionally, some tourists planning their trip to Redwood National Park after assuming lodging was available near Orick due to the main lodge advertising and listing in travel guides.