Introduction

1. A Feasibility Study for the Woodpecker TrailRich Harrill, Ph.D.Tourism and Regional Assistance Centers (TRACS)

2. Introduction • Woodpecker Route Association—September 18, 1947 • State route 121—North Carolina, South Carolina, Georgia, and Florida • 620 miles—204 miles through Georgia • Appling, Brantley, Burke, Candler, Charlton, Emanuel, Jenkins, Pierce, Richmond, and Tattnall

3. Woodpecker Trail Area

4. Woodpecker Trail Area

5. Nature-based Assets • Okefenokee National Wildlife Refuge • George L. Smith II State Park, Gordonia-Alatamaha, Magnolia Springs, Stephen C. Foster State Park • Altamaha, Ogeechee, Ohoopee, Satilla, Savannah Rivers

6. Historic and Cultural Assets • Blackshear Civil War Prison, • Blackshear Military Road, • Confederate Memorial Cemetery, • Magnolia Cemetery • Appling County Heritage Museum, Augusta Museum of History, Folkston Train Museum, Waynesboro-Burke County Museum, Morris Museum of Art, Pierce County Heritage Museum and Depot

7. Recreation & Entertainment Assets • Augusta Golf and Gardens • Folkston Funnel • Train-Watching Platform • Numerous county parks and public golf courses

8. Agritourism Assets • 766 farms, from wheat production to fish hatcheries • Stevens Farm, Collins Cotton Gin, Farm Fresh Tattnall ®, numerous roadside stands and markets • Vidalia Sweet Onions ®, pecans, peanuts, cotton, and tobacco, as well as cattle ranches and poultry farms

9. Tourism Infrastructure • 65 lodging establishments • 200 dining establishments • Relatively high traffic counts—Burke, Jenkins, Pierce, Brantley, Charlton; relatively low traffic counts—Emanuel, Candler, Tattnall, Appling (GA DOT, 2001) • Only six of 10 trail counties have a hotel and motel tax (GDITT, 2001)

10. Market Niches • According to the National Scenic Byways Program (2001), 76 percent of all U.S. travelers like to take the more interesting route, rather than the quickest • 57 percent are very likely to take a scenic and historic drive • 14 percent of the population are “heavy users” of byway experiences

11. Market Niches • History buffs and outdoor enthusiasts • 35 percent of the traveling population • Good match for the amenities offered by the Woodpecker Trail, which are primarily nature-based, historic, and cultural

12. History Buffs • History buffs—20 percent of the traveling population • Scenic beauty, historic sites, museums, cultural activities, and educational experiences • Fewer trips, but longer • Retirees and couples without children • Magazines, newspapers, brochures, and billboards

13. Outdoor Enthusiasts • Outdoor enthusiasts are younger, upscale families who like outdoor recreation, water activities, natural beauty, and adventure • Active and like to stop and enjoy activities along the route • Television, Internet, and magazines

14. Conclusions • Major Conclusion #1 • The region has sufficient assets to develop the trail. • Major Conclusion #2 • The strongest niches for the Woodpecker Trail at present are historic and cultural tourism and outdoor recreation.

15. Conclusions • Major Conclusion #3 • Because of its regional nature, developing and marketing the trail will require support from all 10 Woodpecker Trail counties. • Major Conclusion #4 • Nostalgia is an important key to revitalizing the trail.

16. Conclusions • Major Conclusion #5 • The Woodpecker Trail Association must have a clear vision of what it wants to achieve. • Major Conclusion #6 • The Woodpecker Trail is a scenic route through the Carolinas, Georgia, and Florida, not the fastest.

17. Conclusions • Major Conclusion #7 • The Woodpecker Trail’s historic and cultural assets do not equal its natural assets regarding quality of development. • Major Conclusion #8 • Signage and interpretation must be improved along the trail.

18. Conclusions • Major Conclusion #9 • Many attractions along the trail are currently open at irregular days and hours. • Major Conclusion #10 • The Woodpecker Trail currently lacks varied dining, lodging, and shopping experiences required by the target market segments.

19. Strategic Planning • Propose goals for the Woodpecker Trail. • Develop committee structure for the Woodpecker Trail Association. • Identify various funding sources for trail development and marketing. • Develop marketing materials.

20. Byway Factors for Success • Probably the single most important factor in successful byways development is a person or persons devoted to shepherding the byway into existence.

21. Byway Factors for Success • The second most important factor is participation. Although observers tend to focus on the route itself, a scenic byway is actually a collection of counties and municipalities pooling their time, talent, and resources to reach a common goal.

22. Byway Factors for Success • A third important factor is development of an overall theme for the byway. For new byways, many communities have successfully identified a shared characteristic subsequently used in marketing and promotion.

23. Byway Factors for Success • From the commission of marketing research to the building of facilities, adequate funding is the fourth crucial factor in byways success.

24. Byway Factors for Success • Finally, signage is often an important initial step in byway development, providing a sense of completeness and also enticing the first visitors off the route and into communities.

25. Contact • Rich Harrill, Ph.D. • Phone: (803) 777-7682 • E-mail: rharrill@hrsm.sc.edu