Byway Beginnings: What s Your Story and How It Can Create Tourism. Sharon Liggett University of Georgia Archway Partnership

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1 Byway Beginnings: What s Your Story and How It Can Create Tourism Sharon Liggett University of Georgia Archway Partnership

2 Summer Trips VA - Blue Ridge Parkway AL - Natchez Trace FL - Florida State Parks, Keys, Everglades US 1 - Daytona, Savannah and Charleston VA - Williamsburg, Jamestown and York Town TN - Cumberland Gap NC - Smokey Mountain, Pisgah, French Broad, Appalachian KY Wilderness Road

3 Background International Relations and Public Administration Background government and non-profits Tourism (emphasis in rural tourism) Cultural, Heritage and Nature-based Downtowns and Sports/Recreation Scenic Byways, Greenways & Trails Community Development>>Economic Development UGA Archway Partnership

4 Archway Partnership Land Grant University Teaching, Research and Public Service Public Service and Outreach Enhance connectivity between the university and the communities to address the state's critical community economic development needs. Expand and simplify access to higher education resources to cities and counties throughout Georgia. In 2005, the Archway Partnership was born an exciting initiative of "portal" counties through which communities gain the wealth of faculty and student expertise, who, in turn, gain practical experience outside of the classroom. Collaborative projects are tailored to address priority issues uniquely identified by each community.



7 Big Bend Scenic Byway Since 2001, and with unprecedented collaboration, countless residents, business owners, non-profits, local, regional, state and federal agency stakeholders have dedicated hundreds of hours in public meetings, working groups, field trips, workshops, and presentations to feature the wildlife, waterways, woods and way of life here in North Florida.

8 Big Bend Scenic Byway FAQ Florida s Panhandle 220 miles Two Trails Forest Trail Coastal Trail Three (Four) Counties Leon, Wakulla, Franklin 5 Cities & Towns, 45 Unincorporated Communities Apalachicola, Crawfordville, Sopchoppy, St. Marks, Tallahassee


10 Big Bend Scenic Byway Recipe for Success: Mission Dedicated State DOT Leadership Stakeholder Mix Public/Private Partnerships Collaboration Leverage Tourism Professionals Experienced Consultants Team Sport Brand

11 Stakeholders Federal Agencies with Local/Regional Support Department of Agriculture, US Forest Service, Apalachicola National Forest Department of the Interior, St. Marks National Wildlife Refuge Department of Transportation, National Scenic Byway Program State Agencies Florida Department of Transportation, Florida Scenic Byways Program Florida Department of Agriculture Florida Forests Florida Department of Environmental Protection States Parks, Office of Greenways & Trails VISIT Florida County Commissions Leon Board of County Commissioners Wakulla Board of County Commissioners Franklin Board of County Commissioners

12 Stakeholders City Governments Apalachicola Crawfordville Sopchoppy St. Marks Tallahassee Chambers of Commerce Wakulla County Chamber of Commerce Apalachicola Bay Chamber of Commerce

13 Tourism Professionals Stakeholders Leon County Tourist Development Council Franklin Tourist Development Council Wakulla Tourist Development Council Visit Tallahassee Visit Wakulla Education Tallahassee Community College, Green Guide Program Chipola Community College, Faculty Support Florida State University, Special Events Certificate

14 Stakeholders Representatives from local museums, theatres, heritage sites, outfitters & green guides, festivals, science labs, arts & cultural organizations, historical societies, nature-based organizations, recreational and sports clubs, automobile and motorcycle clubs, photographers and more. Retail - restaurants, lodging, gift shops, specialty stores, galleries, downtowns and others.

15 Big Bend Scenic Byway The Big Bend Scenic Byway will transport you to a different time and place through its wildlife, waterways, woods and way of life.

16 Story Preparation The story is the means to transport the visitor through the heart and soul of your byway.

17 Asset Inventory Content Story Preparation Descriptions, Operational Details, Directions Images Photographs, Maps, Video Media Prior media stories, reviews, testimonials, press kits, brochures Thematic Categories Main Theme, Supporting Themes, Storylines Regional Assets Outside/Consultant Lens

18 Data and Research Market Analysis Story Preparation According to the latest Economic Impact Study by the Alabama Tourism Department, more than 22.4 million people visit the state each year, generating over $9.3 billion in expenditures within Alabama and helping to provide more than 169,000 jobs for Alabama families. Define Target Audience (s) Integrating storylines with the strategic marketing plan

19 Elements of Storytelling Activities Experiences, What are your visitors doing? Narrative - What is the message (s) you want to convey to the visitor? Description -Vivid, detail-oriented, evoke the senses, convey passion Images -Visitors have to see themselves at the location/ destination

20 Elements of Storytelling Multi format friendly - Audio, Video, Digital, Music Revisit the theme Consistency/Connectedness Create the hook Compelling & Demonstrate Value Good grammar & word selection Wordsmith Authentic and honest Don t oversell Healthy dose of common sense Sense of humor

21 Elements of Storytelling Stories can be told from many perspectives Tourism Professionals>> Destinations marketers and promoters Chambers of Commerce Attractions Restaurants, Lodging and Entertainment Make certain to have a portal for visitors to share their stories and experiences>>authenticity SWOT Analysis

22 Storytelling

23 Interpretive Themes and Storylines

24 Supporting Themes & Storylines









33 How do you create tourism? Tourism Product Development The T word Tourist Theme Parks White Sandy Beaches Casinos Over Development/Sprawl The V Word Visitor Guest Friends and Family

34 Sustainable Tourism A public/private partnership that encourages sustainable economic development through the preservation and promotion of the natural, cultural and historical resources of the Apalachicola and Choctawhatchee River basins.

35 Tourism Product/Experience Development Academic Models Applied Models Scenic Byways Process Private Sector Development Models

36 Four Types of Development 1. Creation of new product 2. Revitalization of existing product 3. Value-added 4. New partnerships

37 Four Types of Development 1. Creation of new product o Scenic Byways o Bike Trails o Food Tour o Agri-Tourism o Farm to Table o Golf Trail o Paddling Trail

38 Three Types of Development 2. Value-added o Historic Homes General brochure about the history of the homes Architecture Tours Self-Guided Walking Tours Photographer s Tour Garden Tours Stained Glass Tours

39 Four Types of Development 3. Revitalization of existing product New amenities Closed attractions New images Updated descriptions Target new markets

40 Four Types of Development 4. Creative Partnerships

41 Why Develop Tourism Product Increases activities/opportunities for visitors to stay longer in your destination Generates sales tax, bed tax, user fees, retail support Economic development tool Job generation Conserve and preserve amenities


43 Summary Mission and Brand Stakeholders Story and Interpretation Product Development Marketing and Promotion Wayfinding/Wayshowing Value and Education Sustainable Tourism

44 Thank You Sharon Liggett University of Georgia Archway Partnership