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Rocky Knob Sustainable Tourism Centerpiece Project

Virginia Tech Clemson University. Rocky Knob Sustainable Tourism Centerpiece Project. Report Presentation September 29, 2009. Introduction. Scenario recommendations Review of the research Community asset and resource inventory Community and stakeholder input Survey of current visitors

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Rocky Knob Sustainable Tourism Centerpiece Project

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  1. Virginia Tech Clemson University Rocky Knob Sustainable Tourism Centerpiece Project Report Presentation September 29, 2009

  2. Introduction • Scenario recommendations • Review of the research • Community asset and resource inventory • Community and stakeholder input • Survey of current visitors • Land use suitability and tourism scenario development • Survey of potential visitors • Economic impact analysis of recommended scenarios

  3. Tourism Centerpiece Scenario Recommendations

  4. Tourism Development Scenario 1 Trillium Mountain Life Visitor Center and Nature Trail • The Trillium Mountain Life Visitor Center and Nature Trail concept combines a visitor center with associated adjacent new trails, along with a series of self-guided travel routes that wander throughout both counties. The intent of this scenario is to reveal the wonders of the counties to local residents and visitors alike.

  5. Trillium Mountain Life Visitor Center and Nature Trail (cont’d.) • The goals of this center include: • Simultaneously conserving and perpetuating heritage and natural amenities in Floyd and Patrick Counties. • Providing a nature and heritage-based educational experience for local residents and visitors of all ages by providing access to information at both a centrally located interpretive site/building and through “guided wanderings.” • Develop a series of travel routes that highlight the various types of amenities in the counties. These travel routes would be continually updated over time. • Provide opportunities for visitors to venture beyond the main transit corridors in order to have a true economic impact in the counties.

  6. Trillium Mountain Life Visitor Center and Nature Trail (cont’d.) • The proposed trail network at the visitor center could consist of three separate routes: a native fauna trail, a native flora trail, and a bushcraft skill trail.

  7. Tourism Development Scenario 2 Miller’s Way Farm Life Visitor Center and Trail • The Miller’s Way Farm Life Visitor Center and Trail reinforces the historic and cultural agricultural traditions in the counties by establishing an agri-tourism network with a central farm hub of a “slow food” restaurant and interactive farm.

  8. Miller’s Way Farm Life Visitor Center and Trail (cont’d.) • The goals of this center include: • Build environmental and cultural awareness and respect in the region through the lens of agriculture • Provide educational opportunities for locals and visitors to experience the processes associated with local agricultural products and the need for and practice of agricultural sustainability – from seed to consumption. • Develop an agri-tourism trail network that engages local producers and economically impacts the counties. • Provide financial benefits and empower local people • Highlight local vegetables, produce and other farm products by engaging local participation in the trail network, restaurant production and the farm

  9. Review of the Research • Community asset and resource inventory • Community and stakeholder input • Survey of current visitors • Land use suitability and tourism scenario development • Survey of potential visitors • Economic impact analysis of recommended scenarios

  10. Community Asset Mapping / Resource Inventory • GIS-based community inventory conducted • Inventory conducted at 3 levels of geography: • Multi-state • Regional • Local • Zone of Influence (ZOI) delineated • “Town hall” meetings / workshops • GIS data informed theme assessments, preliminary designs, site analysis, and surveys

  11. Community and Stakeholder Input • Results from the interviews, workshop feedback questionnaires, field notes, media, blogs, other internet sources, and previous reports indicate the following as major areas of consideration for development of a Rocky Knob Tourism Centerpiece: • Authenticity • Sustainability • Respect • Positive Economic Impact • Political Sensitivities • Target Markets • Programming Tips

  12. Survey of Current Visitors • 312 current visitors surveyed on-site in Floyd and Patrick Counties • Findings: • A typical visitor comes to Floyd and Patrick Counties as their primary destination, visits more than once, and stays for a few hours on each visit. • Appreciative and social activities (e.g., sightseeing, scenic driving, visiting natural or historic sites, visiting friends or family, and attending festivals or events) were the primary reasons for many people’s visit. • Most visitors spent little time planning their trip, and the trip factors most important to visitors were those that are associated with more spontaneous, serendipitous travelers.

  13. Survey of Current Visitors • Findings (cont’d.) • A typical visitor is from either NC or VA, college educated, and between 48 and 67 years old. • Survey results support locating a destination centerpiece near the intersection of the Blue Ridge Parkway and either route 8 or route 58. • Two primary themes for a destination centerpiece emerged: (1) local products and (2) mountain life (including nature and natural history).

  14. Land Use Suitability and Tourism Scenario Development Results of Community Asset/Resource Inventory Parts I & II, and the survey of current visitors directed development of seven tourism scenario concepts: • Regional Sustainability Scenario • Regional Sustainable Artisan School Scenario • Biodiversity Conservation Network Scenario • Water Conservation and Recreation Network Scenario • Oak Savannah Restoration and Woodland Bison Reintroduction Scenario • Regional Heritage and Nature Tourism Scenario (Trillium) • Agri-tourism Scenario (Miller’s Way)

  15. Trillium Mountain Life Visitor Center and Nature Trail • Simultaneously conserve and perpetuate heritage and natural amenities in situ • Provide an educational experience for local residents and visitors through a centrally located interpretive site/building and through “guided wanderings” • Develop a series of travel routes that highlight the various types of amenities in the counties, emphasizing Bushcraft skills, Native AmericanHistory, Local History, Rock Churches, Local Flora, Agriculture, and Wineries • Provide opportunities for visitors to venture beyond the main transit corridors to have a true economic impact in the counties

  16. Miller’s Way Farm Life Visitor Center and Trail • Build environmental and cultural awareness and respect in the region through the lens of agriculture • Provide educational opportunities for locals and visitors to experience the processes associated with local agricultural products and the need for and practice of agricultural sustainability – from seed to consumption • Develop an agri-tourism trail network that highlights local vegetables, produce and other farm products by engaging local participation in the trail network, restaurant production and the farm

  17. Survey of Potential Visitors • Purpose : To capture the attitudes and opinions of the potential tourist market for the Rocky Knob/Patrick and Floyd County region of the Blue Ridge Parkway • Research Methods • A mail survey to 2,824 potential visitors who had requested tourism information for the Blue Ridge region from the Virginia Tourism Corporation in 2008 resulted in 812 useable surveys, with a response rate of 28.8% • Top five states: Virginia, Pennsylvania, North Carolina, New York, and Florida

  18. Potential Visitors Overview • The typical respondent averaged 58 years old, college educated, with a median household income of $50,000-74,999 • 47.9% were “Moderately likely” or “Very likely” to visit the region • Potential visitors were most interested in exploring the area on their own but with the help of trusted, accurate, personalized information that they receive from courteous, knowledgeable staff in a welcoming and authentic environment • Interactive workshops of between 1 hour and a half day • Driving/sightseeing tours of local areas

  19. Potential Visitors Preferred Tourism Centerpiece Scenarios • Of the seven tourism scenarios, respondents were most likely to visit: • A regional mountain life touring center that reveals cultural and natural history events in the area (M=3.19, on a scale of 1-4, with 4 being highly likely to visit), eg Trillium • An farm life heritage center that presents the rural heritage of the region (M=3.23 on a scale of 1-4, with 4 being highly likely to visit), eg Miller’s Way

  20. Potential Visitors Preferences for Regional Mountain Life Center (Trillium) • Themes: • Changes in mountain/rural life over last 100 years • Nature and natural history • Local products • Mountain history and folklore • Amenities: • Educational opportunities for both adults & children • Authentic to region • Informative signage (both way-finding and interpretive) • Interactive technology

  21. Potential Visitors Preferences for Regional Mountain Life Center (Trillium) • Sustainability features: • Educates visitors about protecting the local environment during their stay • Provides financial benefits and empowers local people • Uses native plants appropriate for local ecology • Services: • Audio tours of region • Local cultural history field guide • Customized activity maps • Purchase tickets for tours, attractions, and events

  22. Potential Visitors Preferences for Regional Mountain Life Center (Trillium) • Programmatic features: • Educational exhibits and displays on the natural history of the area • Presentations by naturalists knowledgeable about the area • Educational exhibits and displays on the cultural history of the area • Audio tours of the local area or attractions • Walking trail • A store that sells recordings of local musicians

  23. Potential Visitors Preferences for Farm Life Center (Miller’s Way) • Themes: • Local foods • Changes in mountain/ rural life over last 100 years • Local products • Organic farming and sustainable living • Local artistry or crafts • Agriculture and farming • Amenities: • Experience is participatory • Attraction is authentic to region • Site makes visitors feel safe and welcomed • Interactive technology

  24. Potential Visitors Preferences for Farm Life Center (Miller’s Way) • Sustainability features: • Builds environmental and cultural awareness and respect • Provides financial benefits and empowers local people • Uses local vegetables and produce • Raises sensitivity to the host community

  25. Potential Visitors Preferences for Farm Life Center (Miller’s Way) • Services: • Audio tours of the region • Local cultural history field guide • Customized activity maps • Purchase tickets for tours, attractions, and events

  26. Potential Visitors Preferences for Farm Life Center (Miller’s Way) • Programmatic features: • A store that sells local agricultural products • Educational exhibits on the natural history of the area • A restaurant that serves local foods • Located near local owned shops and restaurants, dance performances • Educational exhibits on the cultural history of the area • An indoor theater • On-site demonstration gardens of locally grown fruits and vegetables

  27. Economic Impact Analysis of a Tourism Centerpiece Scenarios

  28. Defining Economic Benefits • The contribution of tourism to local, regional, and state economy • The generation of income • The encouragement of entrepreneurial activity • The generation of employment

  29. Flow of Regional Economic Activity Money Flows into Area from Nonresident Visitors or Sales to Outsiders Income Injected into Local Economy Multiplier Effect Stimulates Further Income and Employment Local Economic Community is Maintained

  30. Defining Economic Impact • Total Economic Impact = Direct + Secondary effects • Direct Effects - the sales of businesses from which park visitors purchase goods and services • Secondary Effects – the effect on the sales of these and other businesses in the region, as a portion of the recreation dollars are spent and re-spent • Multiplier = Direct + Secondary effects / Direct effects • Leakage - money that leaves the economy to pay for imports

  31. Key Terms • Total Output: • Is used to estimate the degree of the interdependence of sectors; the larger the output multiplier, the greater the interdependence of the sector on the rest of the regional economy. • Indirect Business Tax: • Measures sales, excise, and other taxes paid during normal operation of industry; does not take into account taxes paid based on net income. • Value Added: • Implies the direct and secondary impacts generated from the production of output and is equivalent to the value of total output minus input purchases. • Employment: • Indicates the number of jobs generated from the additional production and includes full-time and part-time jobs.

  32. Trillium Mountain Life Visitor Center and Nature Trail (Baseline) Assumption: The majority of the visitors to the Trillium Mountain Life Visitor Center and Nature Trail are nature-based tourists and heritage tourists*. The estimated annual economic impact of nature-based and heritage tourists in the Floyd and Patrick County Region in 2008 was: *When this assumption is altered, estimated economic impacts will also change

  33. Trillium Mountain Life Visitor Center and Nature Trail: Estimated Economic Impact Based on the assumption that the Trillium Mountain Life Center increases visitation of nature-based and heritage tourists 10% (n=13,200) and extends the visitors length of stay 0.1 days*. The estimated annual economic impact will be an additional: *When this assumption is altered, estimated economic impacts will also change

  34. Trillium Mountain Life Visitor Center and Nature Trail (All Visitors) Based on the assumption that a majority of the visitors are nature- based tourists and heritage tourists*, the annual estimated economic impact related to a 10% increase in visitors (n=13,200) and 0.1 day increase in length of stay is: *When this assumption is altered, estimated economic impacts will also change

  35. Trillium Mountain Life Visitor Center and Nature Trail (Out of State Visitors) Based on the assumption that 64% of the visitors were out of state, the annual estimated economic impacts related to a 10% increase in out of state nature- base and heritage tourists (n=8,400) and a 0.1 day increase in length of stay is: 10% Approximately $7 million in Total Output $470,000 in Indirect Business Tax $3.5 million in Value Added 135 Jobs 10% & .01 Approximately $7.5 Million in Total Output $510,000 in Indirect Business Tax $3.8 million in Value Added 145 Jobs *When this assumption is altered, estimated economic impacts will also change

  36. Trillium: Site Acreage and Rough Budget • Total estimated cost for the Trillium Mountain Life Visitor Center and Nature Trail: $15,010,000-24,180,000 • Land costs: 300,000 900,000 • Building costs: 4,500,000 7,500,000 • Building enhancements: 4,500,000 7,500,000 • Environmental assessment 250,000 250,000 • Site Enhancement cost 3,000,000 4,000,000 • 20% “uncertainty” costs 2,510,000 4,030,000 • Total ESTIMATED cost $15,060,000 $24,180,000

  37. Assumption: the Miller’s Way Farm Life Visitor Center and Trail will target day trippers, wine, art and heritage tourists *. The estimated annual economic impact of day trippers, wine, art and heritage tourists in the Floyd and Patrick County Region in 2008 was: *When this assumption is altered, estimated economic impacts will also change Miller’s Way Farm Life Visitor Center and Trail (Baseline)

  38. Based on the assumption that the Miller’s Way Farm Life Visitor Center and Trail increases visitation of day trippers, wine, art and heritage tourists 10% (n=16,000) and extends the visitors length of stay 0.1 days*. The estimated annual economic impact will be an additional: *When this assumption is altered, estimated economic impacts will also change Miller’s Way Farm Life Visitor Center and Trail: Estimated Economic Impact

  39. Based on the assumption that a majority of visitors are day trippers, along with art, heritage and wine tourism tourists*, the annual estimated economic impact related to a 10% increase in visitors (n=16,000) and 0.1 day increase in the length of stay is: *When this assumption is altered, estimated economic impacts will also change Miller’s Way Farm Life Visitor Center and Trail (All Visitors)

  40. Miller’s Way Farm Life Visitor Center and Trail (Out of State Visitors) Based on the assumption that 64% of the visitors were out of state, the annual estimated economic impacts related to a 10% increase in out of state day trippers, art, heritage and wine tourists (n=10,200) and a 0.1 day increase in length of stay is: 10% Approximately $4.6 million in Total Output $290,000 in Indirect Business Tax $2.2 million in Value Added 96 Jobs 10% & .01 Approximately $5.5 Million in Total Output $360,000 in Indirect Business Tax $2.8 million in Value Added 113 Jobs *When this assumption is altered, estimated economic impacts will also change

  41. Miller’s Way: Site Acreage and Rough Budget • Total estimated cost for the “Miller’s Way Agricultural Visitor Center and Trail”: $11,640,000-18,060,000 • Land costs: 450,000 1,800,000 • Building costs: 3,000,000 4,500,000 • Building enhancements: 3,000,000 4,500,000 • Environmental assessment 250,000 250,000 • Site Enhancement cost 3,000,000 4,000,000 • 20% “uncertainty” costs 1,940,000 4,030,000 • Total ESTIMATED cost $11,640,000 $18,060,000

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