The Woodpecker Trail A Feasibility Study for the Woodpecker Trail Rich Harrill, Ph.D. Tourism and Regional Assistance Centers (TRACS)

The Woodpecker Trail

A Feasibility Study for the Woodpecker Trail

Rich Harrill, Ph.D.Tourism and Regional Assistance Centers (TRACS)

A Feasibility Study for the Woodpecker Trail

Rich Harrill, Ph.D.Tourism and Regional Assistance Centers (TRACS)


IntroductionIntroduction

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


Woodpecker Trail AreaWoodpecker Trail Area


Woodpecker Trail AreaWoodpecker Trail Area

Augusta

Hephzibah

Metter

Swainsboro

Baxley

Martinez

Reidsville

Glennville

Millen

Girard

Nahunta

Folkston

Waynesboro

Twin City

Hoboken

Stillmore

Oak Park

Blackshear

Midvil le

Patterson

Sardis

Collins

Nunez

Pulaski

Garfield

Keysville

Surrency

Manassas

Cobbtown

Summertown

Fort Gordon

Blythe

Homeland

Burke

Charlton

Emanuel

Appling

Tattnall

Brantley

Pierce

Jenkins

Richmond

Candler

.-, 16

0 9 18 27 Miles


Nature-based AssetsNature-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


Historic and Cultural AssetsHistoric 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


Recreation & Entertainment AssetsRecreation & Entertainment Assets

Augusta Golf and Gardens

Folkston Funnel

Train-Watching Platform

Numerous county parks and public golf courses


Agritourism AssetsAgritourism 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


Tourism Infrastructure 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)


Market NichesMarket 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


Market NichesMarket 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


History BuffsHistory 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


Outdoor EnthusiastsOutdoor 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


ConclusionsConclusions

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.



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.



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.



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.



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.


Strategic PlanningStrategic 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.


Byway Factors for SuccessByway 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.



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.



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.



From the commission of marketing research to the building of facilities, adequate funding is the fourth crucial factor in byways 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.


ContactContact

Rich Harrill, Ph.D.

Phone: (803) 777-7682

E-mail: [email protected]

The Woodpecker Trail A Feasibility Study for the Woodpecker Trail Rich Harrill, Ph.D. Tourism and Regional Assistance Centers (TRACS)

Documents

woodpecker trail historic

woodpecker trail association

woodpecker trail counties

trail development

woodpecker trail byway

woodpecker trail rich

woodpecker trails historic

cultural slide