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A Strategic Tourism Plan for the Salkehatchie Region, South Carolina

A Strategic Tourism Plan for the Salkehatchie Region, South Carolina. Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina. THANK YOU!. Special Thanks. George Estes Penny Creech Lynn Cox Marie Ellis Nancy Foster. Special Thanks.

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A Strategic Tourism Plan for the Salkehatchie Region, South Carolina

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  1. A Strategic Tourism Plan for the Salkehatchie Region, South Carolina

    Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina
  2. THANK YOU!
  3. Special Thanks George Estes Penny Creech Lynn Cox Marie Ellis Nancy Foster
  4. Special Thanks Mary Ann Keisler Donna Laird David Smalls Peggy Parker Jim Wescott
  5. South Carolina’sSalkehatchie Region
  6. Purpose and Objectives Purpose—to guide tourism marketing and development efforts through a comprehensive examination of existing and potential assets, attractions, markets, and products. Objectives—to assess the current and potential market size for tourism in the Salkehatchie region.
  7. Findings Best currentmarket are individuals interested in camping, hunting, and history Best future market with highest economic impact are nature-based tourists
  8. Key Questions Who Are Salkehatchie’s Best Visitors? Where Can Salkehatchie Find More Best Visitors? What Economic Impact Will These Visitors Have on the Salkehatchie Region? How Do We Attract These Visitors Through Product Development and Branding?
  9. Who Are The Salkehatchie’s Best Visitors?
  10. Market Segmentation Analysis PRIZM—“Birds of a feather” 890,000 household records 66 cluster groups
  11. Camping, Hunting, and History:Top Four Segments Ranked by market size and potential Salkehatchie’s best market now Good fit for current assets and attractions Good fit for Salkehatchie’s small-town, family atmosphere
  12. Top Segments Big Fish, Small Pond Median household income: $82,416 Age ranges: 45-65 Education level: Graduate Plus Drive a Lexus LS430 Belong to a country club Own a motor home Read Atlantic Monthly
  13. Top Segments Traditional Times Median household income: $54,801 Ages ranges: 55+ Education levels: Some college Drive a Buick LaCrosse Domestic travel by motor home Eat at Bob Evans Watch golf tournaments on television
  14. Top Segments Big Sky Families Median household income: $55,473 Age ranges: 25-44 Education: Some college Drive a Dodge Ram Own a camper Read North American Hunter magazine Watch the Outdoor Life Network
  15. Top Segments Shotguns & Pickups Median household income: $41,673 Age ranges: 25-44 Education level: High school graduate Drive a Dodge Ram Own a tent Read North American Hunter magazine Watch country music television (CMT)
  16. Where Can Salkehatchie Find More Best Visitors?
  17. Top Markets Nationally Regionally: Charleston, Savannah, Augusta, Atlanta DMAs Charlotte DMA
  18. Top National Markets Juneau, Alaska Fort Myers-Naples, Florida Fort Wayne, Indiana Grand Rapids, Michigan Rockford, Illinois Lansing, Michigan Harrisburg, Pennsylvania
  19. Top Ten Regional Markets:Confirming “Likely Suspects” Savannah, GA (31411) Tybee Island, GA (31328) Isle of Palms, SC (29451) Hilton Head Island, SC (29928) Mount Carmel, SC (29840) Hilton Head Island, SC (29926) Hardeeville, SC (29927) Okatie, SC (29909) Sullivan’s Island, SC (29482) Tillman, SC (29943)
  20. Second Top Ten:Exploring the Georgia Market Appling, GA (30802) Waleska, GA (30183) Pawleys Island, SC (29585) Locust Grove, GA (30248) Ludowici, GA (31316) Rutledge, GA (30663) Clermont, GA (30527) White, GA (30184) Taylorsville, GA (30178) Savannah, GA (31410)
  21. Atlanta Region:Hot Markets
  22. Exploring the Charlotte Market Terrell, NC (28682) Cornelius, NC (28031) Blowing Rock, NC (28605) Charlotte, NC (28605) Hoffman, NC (28347) Midland, NC (28107) Davidson, NC (28107) Woodleaf, NC (27054) Mooresville, NC (28117) Fort Mill, SC (29708)
  23. Charlotte Region:Hot Markets
  24. What Economic Impact Will These Visitors Have on the Salkehatchie Region?
  25. A Few Definitions Indirect business tax—sales, excise, and other taxes Value-added—employee compensation Direct impact—estimation of visitors’ expenditures Employment—full and part-time jobs Total output—sum of all effects
  26. Salkehatchie Nature-Based Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $588,844 Value-Added: $4,390,664 Direct Impact: $6,034,805 Employment: 156 Total Output: $7,569,308
  27. Salkehatchie Hunting Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $246,983 Value-Added: $1,690,046 Direct Impact: $2,837,926 Employment: 64 Total Output: $2,837,926* Does not include property leases
  28. Salkehatchie Heritage Tourism Increase 50 percent visitation Indirect Business Tax: $79,759 Value-Added: $583,438 Direct Impact: $842,314 Employment: 24 Total Output: $1,061,273
  29. Salkehatchie Golf Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $54,000 Value-Added: $401,126 Direct Impact: $575,114 Employment: 17 Total Output: $723,090
  30. Salkehatchie Festival Tourism Increase 50 percent visitation Indirect Business Tax: $23,543 Value-Added: $176,545 Direct Impact: $241,564 Employment: 7 Total Output: $303,482
  31. Salkehatchie Arts Tourism Increase 50 percent visitation Indirect Business Tax: $15,487 Value-Added: $119,849 Direct Impact: $167,993 Employment: 5 Total Output: $211,451
  32. Colleton Coastal Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $1,754,469 Value-Added: $13,020,655 Direct Impact: $15,559,375 Employment: 485 Total Output: $21,135,323
  33. Colleton Nature-Based Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $596,612 Value-Added: $4,452,474 Direct Impact: $5,486,194 Employment: 165 Total Output: $7,472,383
  34. Colleton Golf Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $489,540 Value-Added: $3,636,517 Direct Impact: $4,602,512 Employment: 141 Total Output: $6,304,052
  35. Colleton Arts Tourism Increase 50 percent visitation Indirect Business Tax: $34,918 Value-Added: $268,804 Direct Impact: $336,008 Employment: 9 Total Output: $462,150
  36. Colleton Festival Tourism Increase 50 percent visitation Indirect Business Tax: $25,445 Value-Added: $198,566 Direct Impact: $245,764 Employment: 7 Total Output: $333,692
  37. Colleton Hunting Tourism Increase 50 percent visitation and 1.5 room-nights Indirect Business Tax: $27,264 Value-Added: $188,074 Direct Impact: $226,017 Employment: 7 Total Output: $308,899
  38. Colleton Heritage Tourism Increase 50 percent visitation Indirect Business Tax: $22,668 Value-Added: $165,879 Direct Impact: $210,579 Employment: 6 Total Output: $290,249
  39. Accommodations Tax:Salkehatchie Nature-Based Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $59,404
  40. Accommodations Tax:Salkehatchie Hunting Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $19,653
  41. Accommodations TaxSalkehatchie Golf Increase 50 percent visitation and 1.5 room-nights Tax collections: $4,307
  42. Accommodations Tax:Colleton Coastal Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $261,456
  43. Accommodations Tax:Colleton Nature-Based Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $62,029
  44. Accommodations Tax:Colleton Golf Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $34,469
  45. Accommodations Tax:Hunting Tourism Increase 50 percent visitation and 1.5 room-nights Tax collections: $1,965
  46. How Do We Attract These Visitors Through Product Development and Branding?
  47. Existing Products Salkehatchie Signatures™ Tour (showcasing the region’s natural treasures) Savannah River Broxton Bridge Plantation Cathedral Bay Heritage Wildlife Preserve Topper Site A Hunting Lodge Experience Webb Wildlife Center ACE Basin Great Swamp
  48. Existing Products Salkehatchie Heritage Trail (extending off the Heritage Corridor) Heritage Corridor Region 3 Discovery Center Rivers Bridge State Historic Site Salkehatchie Arts Center Lowcountry Revolutionary War Trail Slave Relics Museum South Carolina Artisans Center
  49. Existing Products Salkehatchie Styles ™ Tour features both natural and historical attractions Begins with a river excursion, and includes: A hunting lodge visit Local cuisine (barbeque) Farm visit featuring local products—peach ice cream! Antebellum home visit Farewell with arts, story telling, and music
  50. Future Products Salkehatchie Adventure Greenway (combining passive and active recreation) Salkehatchie Teamworks ™ Corporate Teambuilding Facility (tapping Atlanta and Charlotte markets) Go Wild! Salkehatchie Wildlife Festival (a market niche-based and brand-building festival)
  51. Future Products Salkehatchie Stew (combining arts, oral history, and storytelling) Salkehatchie Equine Trail (through all Salkehatchie counties)
  52. Brand Development:Brand Promise [Example] South Carolina’s Salkehatchie Region (Allendale, Bamberg, Barnwell, Colleton, and Hampton counties) is a hunting and fishing paradisewhere familiescan enjoy nature, discover history, and experience realnessin a relaxed, small-town atmosphere.
  53. Brand Development:Brand Slogan [Example] Based on natural assets and emphasis on day trip market: Go Wild! In Your Own Backyard. Salkehatchie.
  54. Brand DevelopmentBrand Logo [Example]
  55. Conclusions
  56. Conclusions:Strengths Signature natural assets—greatest potential economic impact Hunting and fishing “paradise” Wealth of historic sites Uniqueness or “realness”—sense of place and sense of community Family environment Safe, secure
  57. Conclusions:Weaknesses Separate tourism and civic boosterism: not all community assets are tourism assets Don’t chase too many markets Improve signageandinterpretation. Signs with logos Improve accessforvisitors, address liability issue Improve infrastructure development regarding food and lodging in the Salkehatchie region, especially Allendale, Bamberg, and Estill Improve Internet and Web promotion through content evaluation and creating cross-linkages among sites
  58. Conclusions:Opportunities Cultivate RV market Cultivate the bus tour and motorcoach market Develop retail and golf Encourage the arts and storytelling Preserve small town historic districts Integrate wireless technology with the natural environment Create a distinctive brand Create a "Be a Tourist In Your Own Hometown" event or ambassador tour
  59. Conclusions:Threats Plan to avoid potential hunting/nature-based visitor conflicts Plan for both midscale and upscale visitors Environmental degradation—protect natural assets Avoid visual blight through appropriate planning measures Eliminate duplicative marketing materials and events that may confuse visitors. Where feasible, consolidate marketing and products.
  60. Contact Dr. Rich Harrill Email: rharrill@hrsm.sc.edu Phone: (803) 777-7682
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