Rocky Knob Sustainable Tourism Centerpiece Project

Rocky Knob Sustainable Tourism Centerpiece Project

Report PresentationSeptember 29, 2009

Virginia TechClemson University

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

Tourism Centerpiece Scenario Recommendations

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.

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.

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.

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.

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

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

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

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

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.

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).

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)

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 American History, 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

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

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

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

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

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


• 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


• 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

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


• 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


• Services: – Audio tours of the region– Local cultural history field guide– Customized activity maps– Purchase tickets for tours, attractions, and events


• 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

Economic Impact Analysis of a Tourism Centerpiece Scenarios

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

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

Flow of Regional Economic Activity

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

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.

Trillium Mountain Life Visitor Center and Nature Trail (Baseline)

Assumption: The majority of the visitors to the Trillium MountainLife 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

Number of Visitors

Direct Impact

Total Output

Indirect Business Tax Value Added Employment

132,047 $7,280,701 $9,724,544 $655,456 $4,905,088 187.2

Trillium Mountain Life Visitor Center and Nature Trail: Estimated Economic

ImpactBased 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:


IncreaseDirect Impact

Total Output


10% $986,285 $1,313,398 $87,940 $658,355 25.8

10% and 0.1 Day $1,598,883 $2,138,153 $144,257 $1,080,474 40.7

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 estimatedeconomic impact related to a 10% increase in visitors (n=13,200)and 0.1 day increase in length of stay is:



Total Output


10% $8,266,986 $11,037,942 $743,396 $5,563,443 213.1

10% and 0.1 Day $8,879,584 $11,862,697 $799,713 $5,985,562 227.9

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 annualestimated 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


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

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:


Miller’s Way Farm Life Visitor Center and Trail (Baseline)

Number of Visitors

Direct Impact

Total Output


160,056 $4,729,528 $6,269,310 $400,391 $3,096,209 130.4

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 anadditional:


Miller’s Way Farm Life Visitor Center and Trail: Estimated Economic Impact


Total Output


10% $731,177 $967,888 $62,434 $407,474 20.2

10% and 0.1 Day

$1,847,402 $2,467,933 $163,045 $1,243,342 47.0

Based on the assumption that a majority of visitors are daytrippers, along with art, heritage and wine tourism tourists*, theannual estimated economic impact related to a 10% increase in visitors (n=16,000) and 0.1 day increase in the length of stay is:


Miller’s Way Farm Life Visitor Center and Trail (All Visitors)


Total Output


10% $5,460,705 $7,237,198 $462,825 $3,503,683 150.6

10% and 0.1 Day

$6,576,930 $8,737,243 $563,436 $4,339,551 177.4

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 annualestimated 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


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

Economic Impact Summary• Trillium Mountain Life Visitor Center and Nature Trails– Currently: Smaller market but greater economic impact– Future: Greater incremental economic impact under the 10%

increase scenario– Big Picture: Potential economic impact of this market on the

region is greater under additional scenarios

• Miller’s Way Farm Life Visitor Center and Trail– Currently: Larger market but have less economic impact– Future: Greater incremental economic impact under the 10%

and 0.1 day length of stay increase scenario– Big Picture: Potential economic impact of this market on the

region is slightly less under additional scenarios

Conclusions and Recommendations• Trillium Mountain Life Visitor Center and Nature Trail:

– Community workshops: Respects the wishes of the community to preserve and highlight the local culture and natural history of the region

– Land suitability analysis: Is one of the most viable options in terms of land suitability

– Visitor survey: Can be programmed and marketed in ways that will continue to attract those who have already visited the Rocky Knob region

– Potential Visitor Survey and Economic Impact Study: Can attract a low-impact but high return on investment “premium” target market of new visitors to the region, with an estimated cost of between $15-24 million and reach a market with a potential direct economic impact of between $8-14 million per year

Conclusions and Recommendations• Miller’s Way Farm Life Visitor Center:

– Community workshops: Respects the wishes of the community to focus on the local agriculture and farm life heritage of the region

– Land suitability analysis: Is one of the most viable option in terms of land suitability

– Visitor survey: Can be programmed and marketed in ways that will continue to attract those who have already visited the Rocky Knob region

– Potential Visitor Survey and Economic Impact Study: Can attract a low-impact but high return on investment target market of new visitors to the region, with an estimated cost of between $11-18 million, and reach a market with a potential direct economic impact of between $5.4-11.4 million per year

Challenges and Limitations for both Scenarios

• Water resources• Political and cultural sensitivities• Center staffing• Long-term facility maintenance and

improvements• Appropriateness of scale• Risk management• Funding Sources

How this analysis can benefit potential investors in tourism development in the

Rocky Knob Region• The community input component provides

invaluable data regarding community stakeholder’s opinions to inform potential investors about appropriate scale and substance for the community.

• The land suitability analysis collected a wide range of environmental and ecological data that will assist in efforts for site identification and acquisition.

Investor benefits (cont’d.)• The visitor’s study combines extensive visitor

demographic and behavior information with actual travel routes to create detailed market data on current visitors to the Rocky Knob Region

• The potential visitor’s study captures extensive information about person’s interested in the Rocky Knob region, including travel preferences and desired services that would attract them to the region.

Investor benefits (cont’d.)

• The economic impact study provides estimates for the potential economic benefits that a variety of potential scenarios could provide to the Rocky Knob region.

Related Project Spin-offs• GIS data provided to local and regional efforts – Floyd & Patrick county’s comprehensive planning

initiatives– PDC’s efforts - West Piedmont Planning District

Commission’s tourist map updates

• GIS / GPS Workshops– Floyd & Patrick Counties, Carroll County

• Roadside advertising in the digital age program• Poised to support Patrick Co.’s parcel database

modernization project (E911 grant)

Questions?

Rocky Knob Sustainable Tourism Centerpiece Project

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