Albemarle County

Board of Supervisors

December 7, 2011

The Journey Through

Hallowed Ground National

Heritage Area

Board of Trustees Board of Advisors

Chair: David Williams, Partner,

Cadwalader, Wickersham & Taft LLP

Jim Moorman, Esquire

Jim Campi, Civil War Trust

Gayle DeLashmutt, Oak Hill Farm

Scot Faulkner, Dreyfuss Initiative

General John Douglas

Norris Flowers, President Gettysburg CVB

Monte Gingery, Gingery Development

Gil Grosvenor, Chair: National Geographic

Scott Kasprowicz, Chair, Nuride

Kathleen Kilpatrick, SHPO VA

Charles Ledsinger, Chair, SunBridge

Capital

Chris Miller, President: PEC

Rob Nieweg, NTHP

Don Pongrace, Partner: Akin Gump

Ann Taylor, VP Thomas Jefferson

Foundation

Bill Backer

Leslie Greene Bowman

David Collins

Susan Eisenhower

John Glynn

Jim Johnson

Cornelia Flagg Keller

Nick & Mary Lynn Kotz

Jacqueline Mars

Ron Maxwell

Ed McMahon

Stephanie Meeks

John Nau

Kristin Pauley

Frederick Prince

Gordon Rainey

Every Community~ a Sampling Virginia

Albemarle Board of Supervisors

Charlottesville Town Council

Commonwealth of Virginia General Assembly

Culpeper Board of Supervisors

Culpeper Town Council

Fauquier County Board of Supervisors

Fluvanna County Board of Supervisors

Green County Board of Supervisors

Leesburg Town Council

Loudoun County Board of Supervisors

Hamilton Town Council

Hillsboro Town Council

Madison Board of Supervisors

Middleburg Town Council

Orange County Board of Supervisors

Orange Town Council

Manassas City Council

Prince William Board of Supervisors

Purcellville Town Council

Rappahannock County Board of Supervisors

Spotsylvania County Board of Supervisors

Standardsville Town Council

Warrenton Town Council

Waterford Foundation

Pennsylvania

•Adams County Board of Commissioners

•Borough of Gettysburg

Cumberland Township

Freedom Township

•Gettysburg National Military Park

Gettysburg –Adams County Chamber of

Commerce

•Main Street Gettysburg

Straban Township

Maryland

•Brunswick City Council

Brunswick Main Street

Carroll County Board of Commissioners

•Downtown Frederick Partnership

•Emmitsburg Business and Professional Ass

Mt. Airy Main Street

•Mt. Airy Town Council

•Maryland State Highway Administration

•Scenic Maryland

Thurmont Town Council

Thurmont First

•Town of Burkittsville

Washington County Board of Commissioners

West Virginia

Harpers Ferry Town Council

Harpers Ferry Main Street Community

Standing Committees

• Destination Marketing Committee

• Leadership Council (Elected Officials)

• Education Committee

• National Scenic Byway Oversight

Committee

• Living Legacy Tree Planting Committee

• Audit Committee

6

NPS Superintendent

Committee

What is At Stake?

A future which erases our

American heritage…

and the most important

economic engine in

this four state region

Impact of Domestic and

International Travel

• Domestic and international traveler expenditures in the U.S. = $739.4 billion in 2007.

• For the JTHG Partnership, this translates into more $3 billion in revenue every year.

• Accounts for 54,364 jobs in the 15 counties/4 states that comprise the Journey Through Hallowed Ground National Heritage Area

9

First Lady’s Foundation’s Hall of Fame Award:

for Economic Development

Lecture Series:

Leslie Greene Bowman

in Hanover, PA

Annual Fall Bike Classic

13

Edna Lewis

Dinner

February 24, 2011

Leni Sorenson

14

Edna Lewis Dinner ~ Carla Hall

Journey Through

Hallowed Ground

Partnership

Journey Through

Hallowed Ground

Partnership

Journey Through

Hallowed Ground

Partnership

Journey Through

Hallowed Ground

National Heritage Area

Designated

by Congress

2008

Recognitions

Journey Through

Hallowed Ground

National Scenic Byway

Updates

Congratulations

• Won $1.3 million U.S. Department of

Transportation Grant for Wayfinding

• What does this mean?

Support for the 54,000 jobs within the

JTHG tied to tourism

What Are We Implementing?

• Wayfinding Strategy Along the

JTHG National Scenic Byway

– Gateways

– Directional Signage

– Smartphone App

– Brochures

JTHG National Scenic

Byway Haymarket Area

Gateway Concept 1

How the Project Breaks Down

Next Steps

• Produce Final Master Plan

– Gateway & Signage Design

– Sign Location & Sign Removal Plans

– Mobile App

– Brochure Design

– RFP for Design/Build Next Year

Living Legacy Tree

Memorial Program

• Issued RFP

• Interviewed 4 Firms

• Selected an Outstanding Team

Lead: Rhodeside & Harwell (Alexandria, VA)

Sub: Louis Berger (Washington, DC)

Sub: Paul Cowie & Associates (New Jersey)

Living Legacy Tree

Memorial Program

Next Steps • VDOT Pre-Award Audit Concluded

• Have Raised $500,000 to begin the

planning and initial planting program

Living Legacy Tree

Memorial Program

• Issued RFP

• Interviewed 4 Firms

• Selected an Outstanding Team

Lead: Rhodeside & Harwell (Alexandria, VA)

Sub: Louis Berger (Washington, DC)

Sub: Paul Cowie & Associates (New Jersey)

National Heritage Area

2010 Annual Meeting

Darden School and Monticello

National Heritage Area

2010 Annual Meeting

Unveiled 6 months of

work with Sutherland

Middle School

“Of the Student, By the

Student, For the Student”

National Heritage Area

2011 Annual Meeting

History Channel Founder

Dr. Libby O’Connor

“Of By For” Unveiling

Manassas National Military

Park

2011 Annual Meeting

Warner Brothers

Partnership

Journey

Special Feature

and Premiere

Website and Sweepstakes

SWEEPSTAKES Login

Registration

Confirmation / Tell A Friend Thank You

10,000 new Visitors

Grand Prize

The Journey of a Lifetime trip for two. Trip package

includes:

• Round trip air transportation for two (2) to The

Journey Through Hallowed Ground National

Heritage Area (Nicely the winner resides in

Maryland)

• Tours of the battlefields, historic sites, and

historic districts

• Two (2) passes to attend the 150th

Commemorative Ceremony at Gettysburg

JTHG Mille ~ Classic

Car Rally October 2013

Tentative Schedule

Day One: Check in & Opening Dinner in Leesburg

Day Two: President’s Day

(Charlottesville, Monticello & Montpelier)

Day Three: Battle Day

(Gettysburg, Harpers Ferry, Antietam & Waterford)

Day Four: Scenic Day & Closing Lunch

(Little Washington & Middleburg)

Sesquicentennial Update

Manassas CW150

Manassas Civil War 150th

JTHG Events July 21 – 24, 2011

Destination Village

Manassas Civil War

150th Events July 21 – 24, 2011 Destination Village

1. Charlottesville Albemarle Convention & Visitors Bureau

2. Discover Lynchburg Regional Convention & Visitors Bureau

3. Discover Prince William & Manassas

4. Fauquier County Department of Economic Development

5. Gettysburg Convention & Visitors Bureau

6. Jefferson County Convention & Visitors Bureau

7. Journey Through Hallowed Ground

8. Louisa County Tourism

9. Orange County Convention & Visitors Bureau

10. Rappahannock Tourism

11. Smithfield & Isle of Wight Convention & Visitors Bureau

12. Spotsylvania County Department of Economic Development

13. Visit Loudoun

14. Visit Norfolk

15. Washington-Hagerstown Convention & Visitors Bureau

Merchandise & Map Requests

Educational Programs

Of the Student, By the

Student, For the Student Harpers Ferry

Monticello

Manassas

Balls Bluff

Antietam

Sheppard Foundation

The Richard Reynolds Foundation

Engaging 6th Grade Students

in sharing our History,

through their perspectives

Of the Student, By the

Student, For the Student

Fall 2011 Antietam

E. Russell Hicks Middle School; Washington County, MD

Kick Off September 29, 2011

Immersion Day October 14, 2011

Harper’s Ferry Harper’s Ferry Middle; Harper’s Ferry, WV

Kick Off September 27, 28 and 30, 2011

Monocacy 2011-2012

Monocacy National Battlefield

Frederick, MD

In the planning stages to identify schools

and timeframe.

Spring 2012

C&O Canal Springfield Middle School; Williamsport, MD

Dates TBD

2nd Battle of Manassas Stonewall Middle School; Manassas, VA

Dates TBD

Extreme Summer Camps

2011 JTHG Extreme Summer Camp

6th Year withAlbemarle County

“I can’t wait to do this again next year!”

2012 JTHG Extreme Summer Camp,

Albemarle County

•22 Student Campers

•2 Junior Counselors

•Countless Memories

2011 JTHG Extreme Summer Camp

What was the best part

of this camp?

“Is that a trick

question?

I loved it all!”

Teach America History August 14-19, 2011

34 Virginia Beach Elementary School Teachers

Teach America History August 14-19, 2011

“I appreciate the wealth of information provided and the opportunity to interact

with historians and history educators embedded in the historic sites/community.”

“This was a great, educational trip. Thank you!”

“Thanks for everything. This has truly opened my eyes and igniting several sparks in history for me. (ie archeology,

presidential characteristics in leadership). You all are awesome!!”

Media Update

National Lifestyle and

Education

Business Coverage

National Newspaper

Coverage

JTHG Social Media

• 2,000 Followers, a 400% increase

– Averaging 1000+ impressions/Post

– Facebook.com/VisitTheJourney

• 200 Twitter followers

– @TakeJourney

“400 Years on One Tank of Gas”

Media Campaign Update

Expenses

Media Buy

Leverage/Add-on

$110,000

$ 247,000

Partners

JTHG

VTC

Discover PWC

Gettysburg CVB

Frederick

Visit Loudoun

Spotsylvania

Mickey Schaefer & Assoc.

$ 29,000

$ 25,000

$ 20,000

$ 10,000

$ 5,000

$ 5,000

$ 2,500

$ 1,500

Journey Through Hallowed Ground Supplemental Survey Questions

Survey of American Opinions on

International Leisure Travel

Q: Which of the three television commercials do you think

would provide travelers like yourself with the most

compelling reasons to visit The Journey Through Hallowed

Ground?

Base: All survey respondents. N=1,026 completed surveys.

The Journey Through Hallowed Ground Survey Supplement

Next Steps

Leadership Council Meeting January

Destination Marketing Committee Meeting

Living Legacy Tree Planting Program

Wayfinding Plan Review