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
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