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The Arabia Mountain Heritage Area: Opportunities for Tourism Development

The Arabia Mountain Heritage Area: Opportunities for Tourism Development. Dr. Rich Harrill Georgia Institute of Technology Economic Development Institute. Project. Evaluate tourism assets Survey other national heritage areas Determine overall economic impact

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The Arabia Mountain Heritage Area: Opportunities for Tourism Development

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  1. The Arabia Mountain Heritage Area: Opportunities for Tourism Development Dr. Rich HarrillGeorgia Institute of Technology Economic Development Institute

  2. Project • Evaluate tourism assets • Survey other national heritage areas • Determine overall economic impact • Conduct a lifestyle segmentation analysis

  3. Factors for Success • Attain local support/interest/participation (15) • Develop and maintain partnerships (11) • Embrace a preservation ethic (3) • Gain congressional/political support (2) • Send clear and consistent messages (2) • Provide economic development (2) • Attract visitors/increasing tourism (2)

  4. Advice • Be able to achieve a distinctive identity • Garner grassroots support • Develop and maintain partnerships • Invest in planning process (in progress) • Emphasize storytelling • Budget for tourism

  5. Economic Impact:Michigan State’s MGM II* • Survey of 7 national heritage areas, based on 25,000 annual visitors • $780,000 in wages and salaries • $1.2 million in value added • 51 jobs

  6. Economic Impact: Retail Spending Annual visitors, total, non-local total • 5,000 $655,581 610,789 • 10,000 $1,311,162 $1,221,578 • 15,000 $1,966,743 $1,832,367 • 20,000 $2,622,324 $2,443,156 • 25,000 $3,277,905 $3,053,945

  7. Economic Impact:Lodging Annuals visitors, non-local total • 5,000 $396,678 • 10,000 $793,358 • 15,000 $1,190,037 • 20,000 $1,586,716 • 25,000 $1,983,395

  8. Economic Impact: Other Spending Annual visitors, total, non-local total • 5,000 $189,318 $172,642 • 10,000 $378,636 $345,284 • 15,000 $567,954 $517,926 • 20,000 $757,272 $690,568 • 25,000 $946,590 $863,210

  9. Economic Impact: Total Spending Annual visitors, total, non-local total • 5,000 $1,241,578 $1,180,110 • 10,000 $2,483,156 $2,360,220 • 15,000 $3,724,734 $3,540,330 • 20,000 $4,966,312 $4,720,440 • 25,000 $6,207, 890 $5,900,550

  10. Market Segmentation • PRIZM—“Birds of a feather” • Panola, Providence, Smithgall, Sweetwater, Tallulah—all sharing conservation theme • 8,000 reservations from 1995 to 2005

  11. Beltway Boomers • In their 40s and 50s, college educated, upper middle-class, and home-owning, raising children in suburban subdivisions • Median household income: $69,830 • Suburban • High Asian, Hispanic • Read computer magazines, Business Week, Golf Digest, Golf Magazine, Working Mother, Black Enterprise

  12. Fast-Track Families • Upper middle-class incomes, numerous children, spacious homes, prime acquisition years; buy latest computer technology • Median household income: $70,216 • Town • Camping, boating, fishing • Read Country Living; Working Mother, Redbook, Modern Bride

  13. Kids & Cul-de-Sacs • Upscale, suburban, married with children in recently built subdivisions • Median household income: $68,785 • High Asian, Hispanic • Suburban • Read parenting magazines; Family Fun, Working Mother, Parenting, Home, and This Old House

  14. Big Fish, Small Pond • Older, upper-class, college-educated professionals, among leading citizens of their small-town communities; upscale empty-nesters • Median income: $77,666 • Town • Country clubs, large investment portfolios, and computer technology • Read Southern Living, Golf Digest, Golf Magazine, Travel & Leisure

  15. Country Casuals • Middle-aged, upper-middle-class households that have started to empty nest; Own small businesses • Median income $66,401 • Town, rural • Travel, own timeshares, eat out • Read hunting and fishing magazines; Country Living, Southern Living, Field and Stream; Delta’s Sky

  16. Location of ConservationPark Patrons Arabia Mountain Heritage Area Alliance

  17. Average Distance Traveled Arabia Mountain Heritage Area Alliance

  18. Panola’s Hot Clusters • Red • 17 Beltway Boomers • 20 Fast-Track Families • Yellow • 32 New Homesteaders • 18 Kids & Cul-de-Sacs • 09 Big Fish, Small Pond • 25 Country Casuals Arabia Mountain Heritage Area Alliance

  19. Results • Similar patrons • Broad appeal • Panola and Sweetwater patrons travel an average of 13 and 17 miles, respectively • Smithgall, Providence, and Tallulah users travel 220, 135, and 143 miles, respectively

  20. Recommendations • Improve signage and interpretation • Emphasize small-town atmosphere • Develop regional tourism; golf, camping, hunting, fishing amenities; develop linkages • Develop tour itinerary

  21. Recommendations • Simply narrative • Implement modest tourism program; be cautious about facility investments • Market to families (women and children) and growing multi-cultural interests • Develop materials for distribution by DeKalb and Atlanta CVB • Feature Stonecrest prominently in marketing materials

  22. Contact • Dr. Rich Harrill • Phone: (803) 777-7682 • E-mail: rharrill@hrsm.sc.edu

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