Challenge

The Kashia Band of Pomo Indians in California secured funding through the Tribal Tourism Grant Program (TTGP) to conduct an Ecotourism Feasibility Study for their Kashia Coastal Reserve (KCR). The KCR, protected by a permanent conservation easement, restricts development to preserve its environmental integrity. This presented a unique challenge: to explore economically viable, environmentally sustainable tourism initiatives that align with the conservation values of the property.

The study aimed to assess the feasibility of using a food truck to attract visitors to key sites, including the Tribe’s cultural museum, aquaculture research facility, and forest trail system. Given the mobility of a food truck or trailer, it appeared to be a viable solution within the constraints of the conservation easement. Capacity Consulting, Inc. was tasked with evaluating whether a food truck was a better option than purchasing a food trailer and whether it was more feasible than investing in a full-service casual restaurant. While a food truck offered lower costs and greater mobility, it also posed significant limitations in terms of food preparation capacity and indoor accommodations.

Process

Capacity Consulting, Inc. was engaged to determine whether a food truck was the optimal choice compared to a food trailer or a full-service casual restaurant. The feasibility study and business plan included a detailed comparative analysis, industry and market research, an operational plan, cost projections, a marketing plan, and financial opportunity analysis. Capacity also conducted an on-site visit to assess the constraints of the conservation easement and the potential within designated building areas.

Recommendations

The feasibility study revealed that while a food truck offered mobility and cost-effectiveness, it presented challenges in scaling to meet visitor demands and effectively supporting the broader ecotourism initiative. Capacity recommended against purchasing a food truck, despite its advantages over a trailer, due to the site’s limited size and the truck’s inability to accommodate growing visitor numbers. Instead, Capacity advised the Tribe to invest in a casual service restaurant attached to the museum, optimizing site use and enhancing the visitor experience.