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Officially Adopted by: Floyd County Board of Supervisors ##-##-#### Town of Floyd Town Council ##-##-####
Contents
Background...................................................................................................................................... 1 Background Development of this Plan ......................................................................................... 1 Background Acknowledgments .................................................................................................... 1 Background Past Tourism Efforts ................................................................................................... i Situational Analysis ......................................................................................................................... iii Situational Analysis - SWOT ........................................................................................................... vi Tourism Mission, Vision ................................................................................................................. xvi & Goal ............................................................................................................................................ xvi Mission Statement ......................................................................................................................... xvi Vision Statement............................................................................................................................ xvi Visioning/Planning ......................................................................................................................... xvi Participant Quote Excerpts: ........................................................................................................... xvi Tourism Goals, Objectives, Measures, Targets, & Initiatives/Tasks ............................................ xvii Conclusion .................................................................................................................................... xxii Appendix .......................................................................................... Error! Bookmark not defined. Quick Reference Target & Measure List ......................................... Error! Bookmark not defined. Terms & Definitions ..................................................................................................................... xxiii
Background
Background Development of this Plan
While Floyd County has seen significant tourism growth and development in recent years, the growth and development has occurred without a concerted strategic plan with input and endorsement by both the private and public sector. Additionally, questions and concerns regarding potential fragmented and conflicting marketing efforts, over development, loss of indigenous cultural qualities, and recently implemented transient occupancy tax (with a portion dedicated to tourism) have arisen. With all those factors considered, a steering committee with representatives of both the public and private sectors (volunteers) was established to guide a tourism strategic planning process for Floyd County. The assistance of the Virginia Tourism Corporations (VTC) Partnership Alliance Marketing Development Division was secured to guide the planning process, facilitate the strategic planning sessions, and develop this first tourism plan for Floyd County. Strategic planning sessions were held on February 18, 2010, March 25, 2010, and May 5, 2010, at the Jacksonville Center for the Arts. Additionally, a cultural heritage asset determination meeting was conducted by the Southwest Virginia Cultural Heritage Commission on February 11, 2010, and a tourism branding input session was conducted by Tripp Muldrow of Muldrow and Associates on April 23, 2010. An overall review meeting was conducted on June 16th again at the Jacksonville Center to review the draft of this plan and to discuss final edits. The content of this document is a result of the discussion during those planning and input sessions, as well as information collected during previous studies which are cited within this document.
Background Acknowledgments
The following individuals participated in the planning and input sessions. Gratitude is expressed to each individual that has and continues to dedicate time, expertise, and resources toward the development and promotion of tourism as a sustainable economic development priority for Floyd County: Ivan Anderson Jayn Avery Joanne Bell William Bell Karen Bingham Traci Blummer Rick Brown Judy Bryant Kamala Bauers Dan Campbell John Day Ed Cohn Mark Cox Woody Crenshaw Fred First Diane Flynt Beth Almond Ford Evelyn Forquer Frank Forquer Candace Frey Joy Gardner John Getgood Myra Grim Dick Giessler Amy Avery Grubel Katie Holfield Nora Kuper David Larsen Bonnie Lawrence Jesse Lawrence Lydeana Martin John McEnhill Dede McGrath Andy Moreno Chris Moreno Shep Nance Becky Pomponio Sally Sagebiel Mike Smith William Sutton Cheryl Thompson Karen (Korene)Thompson Jon Vest Derek Wall Jack Wall David Zachow
Randall Rose, Partnership Marketing Development Specialist with the Virginia Tourism Corporation (VTC), facilitated the strategic planning process and drafted this document with the assistance and input of the previously listed stakeholders.
ii Chamber and County are also preparing to participate in the Blue Ridge Parkways 75th anniversary weekend. Further, County staff is coordinating the development of this Tourism Plan, as well as the closely-related Comprehensive Plan. County staff works on business development of tourism-related businessproviding local statistics, connections to business planning, promotional opportunities, and workshops on marketing and staff training. The County staffs the new 5 and 10 Small Business Loan Program to help all types of business in Floyd County. County staff has also worked to promote farming and local foods as the core part of the community and the essential setting for visitors. The County implemented a transient occupancy tax on January 1, 2009. (The Town of Floyd has had a transient occupancy tax and meals tax for a few years, so the County does not collect a transient occupancy tax from Town businesses.). The Countys transient occupancy tax revenue during the first calendar year was $26,319.65. According to state code, at least 3 of the 5 cents collected per dollar of transient occupancy sales must go to the promotion of tourism. The County does not have a meals tax (note that currently a meals tax can only be passed in Floyd County by voter referendum.) Previously, all tourism-related funding (estimated to be at least $35,000 annually in recent years) had come from general funds; now some is taken from the transient occupancy tax collections. The Rocky Knob/Blue Ridge Heritage, Inc. project was begun by Congressman Boucher who obtained federal funding to begin to develop a major tourism centerpiece along the Rocky Knob area of the Blue Ridge Parkway, where the Counties of Floyd and Patrick meet. A non-profit group, Blue Ridge Heritage, Inc. has been established. In 2008, it hired a team from Virginia Tech and Clemson to perform a gap analysis of the region to help identify what the focus or them of the new centerpiece should be (what is true to the area AND what would be well-attended by visitors.) The resulting 2009 study, The Rocky Knob Sustainable Tourism Centerpiece Project Final Report, developed through community input, one current visitor survey and one potential visitor survey as well as multi-faceted Geographic Information System and Global Position System technology, provides a strong foundation for tourism planning. The Plan and complete analysis are available online at http://www.cnr.vt.edu/gep/RockyKnobReport.html. The missing piece in all of these years of work has been a written strategic plan that envisions the future of Floyd County tourism, identifies mutual goals, and establishes a collaborative road map to get there. This is essential because the economic impact of tourism on Floyd County continues to grow, as indicated in the chart below provided by the Virginia Tourism Corporation. This document seeks to chart a coordinated course forward.
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Situational Analysis
As an important component of the planning process, planning participants conducted a Situational Analysis of tourism to help determine the goals and objectives of this plan. The process included the determination of current tourism assets, target customers, strengths, weaknesses, opportunities, and threats, as well as an analysis of tourism infrastructure, tourism policy, and marketing strategies.
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The Rocky Knob Study provides important insight on current and potential visitors. As part of that Study, a survey was conducted of current visitors. Of the 312 respondents, 77.5% were
conducted at Mabry Mill (in Floyd County) and 21.5% were conducted in the town of Floyd. The following summarize that process and the survey results.
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Also as part of the Rocky Knob Study, a survey of potential visitors was conducted. The following summarize that process and the survey results.
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Upon review of those lists, the following were added by this tourism planning group in 2010. Strengths Strong Assets and Attractions (i.e. Floyd Country Store, 16 Hands, County Sales, Schoolhouse Fabrics, Farmers Supply, Mabry Mill, Crooked Road, Round The Mountain, organic farms, golf courses, walking tour, etc.) Visitor appeal they love that they have discovered Floyd Entrepreneurship/locally-owned businesses
Weaknesses Duplication (in marketing) Public participation Operating schedules of businesses some do not accommodate visitors Public transportation Poor signage Needed parking for RVs, motorcycles, and all forms of transportation Tourism budget Visitors Center Snow/ice removal (e.g. Blue Ridge Parkway, plus very harsh winters such as 2009/2010 elsewhere)
Opportunities Additional festivals (i.e. pumpkin festival with corn maze) Emblem or representation of Floyd (brand?) s Website collaboration Virginia Techs Tourism Department (intern assistance) Hospitality improvements o Podcasts, cell phone applications, GPS coordinates o Customer service training
Threats Loss of Authenticity (Scale & Pace) Parking Water Quality/Quantity Economy, Budget Lack of industry - which might encourage heavy industrial development efforts Subdivisions/lack of Zoning Increased use/pressure on infrastructure Interest in Floyd by chain stores, corporate invasion Lack of signage Weather limitations Preserving land and farms Lack of funding for the Blue Ridge Parkway maintenance
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During the planning sessions, stakeholders reviewed current marketing efforts and determined the following recommendations and observations: Develop and update a marketing plan consistently, evaluating all advertising and marketing opportunities to reach target markets, provide best return-on-investment, etc. Learn more about the Cascade Highlands tourism marketing organization and evaluate their advertising and marketing opportunities Consider reallocating and investing new resources to online marketing (including social media marketing) Evaluate Virtual Blue Ridge online magazine as a potential marketing tool Evaluate National Public Radio in North Carolina and Virginia as a potential marketing tool Consider an official website for Floyd to help address the issue of the numerous websites that consumers see when searching for information about the region Develop a press kit (County does those already, but difficult to get written or photo contributions.) Determine marketing tactics and strategies to promote sites and attractions outside of the Town of Floyd Develop a strong public relations component of the overall marketing plan Recognize the opportunity to present different images/ads to different segments of markets Develop a strategy to encourage businesses to extend their operating week/day during peak tourist periods Utilize the citizens television channel to reach potential visitors and promote tourism Utilize Citizens Bulletin Board Channel (local television/internet provider)
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Evaluate available URLs to promote that could promote regional/Floyd destinations Evaluate the possibility of an initiative to support the approval of tasteful directional signage on the Blue Ridge Parkway Continue working with the Southwest Virginia Cultural Heritage Commission to assist with and benefit from their efforts to develop and promote Heartwood and the Southwest Virginia visitor experience Look at historically significant assets and contemplate new marketing and/or signage efforts. Have a single map or way to identify hiking, walking, canoe, kayaking opportunities Check in on AAA listing (are we there)
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Visioning/Planning
Participant Quote Excerpts: Todays authenticity and eclecticness, with greater prosperity
to promote the unique cultural and natural resources of Floyd County, while preserving and enhancing our economic sustainability and quality of life.
A leading community in the green movement that focuses on sustainability with excellent tourism resources
Vision Statement
The Tourism Vision Statement for Floyd County is:
Floyd County will be a prosperous, eclectic community in Southwest Virginia that maintains its small town charm, natural beauty, and unique attractions.
preserved and sustained its authentic small town charm, natural beauty, and unique attractions
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Goal 1
Objective 1
Measure 1.1 The County and Town will establish a tourism committee (appointed by local governments with representatives from various sectors of the tourism industry) to pursue Plan implementation and serve in advisory role to local government
Initiatives & Tasks 1.1 Upon adoption of the Tourism Plan, work to establish the committee: County and Town staff
Measure 1.2 The private sector may pursue state grant funding and provide the required match to create a recognizable emblem for Floyd to help make promotions easier and more unified. The emblem would be available broadly, but use would be entirely voluntary.
Initiatives & Tasks 1.2 Raise $6,000-$10,000 from grants and private sector to pay for coordinated emblem/image effort: Private sector; grant application by County/staff Secure firm or resource that will develop images: Private sector Reach out to all segments of the community: Private sector, local government staff Establish relationship to Made in Floyd effort: Tourism committee, economic development entities Review and provide all input regarding emblem/formal image development: citizens of Floyd County, especially in tourism and arts sectors
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Measure 1.5 Create a comprehensive official Floyd web site to include all visitor information (County, town, and/or neutral part)
Initiatives & Tasks 1.5 Identify and secure funding: Tourism Committee Engage local web developers (including Citizens) to potentially manage/host the site: Tourism Sub-committee Work with the Chamber, Lodging Association, and newly formed tourism committee to design and populate website: Tourism Sub-committee Develop a process for creation and maintenance of the website: Tourism Committee Develop centralized visitor calendar: Tourism Committee
Measure 1.6 Develop support (public and private) for a full-time tourism director to do tourism promotion and development efforts
Initiatives & Tasks 1.6 Evaluate the feasibility of and plan for hiring a full-time tourism director: Tourism committee Provide results of feasibility research to the government officials, associations, organizations, etc.: Tourism Committee Make official request for position implementation (if feasible): Tourism Committee
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Goal 2
Provide a great visitor experience to increase repeat visitation and word-ofmouth promotion
Improve/Enhance visitor services and tourism infrastructure
Objective 2
Measure 2.1 Begin measuring customer service through a comment card program
Initiatives & Tasks 2.1 Create cards : Chamber of Commerce Secure business partners to participate in program: Chamber of Commerce Implement program, collect data, and report results: Chamber of Commerce Evaluate program and make needed adjustments: Chamber of Commerce
Chamber of Commerce Measure 2.4 Develop and implement visitor walking accessibility plan for events, shopping, etc.
Initiatives & Tasks 2.4 Develop signage plan (incorporating new brand) with consideration given to applicable parking analysis: Tourism Sub-committee Secure funding for signage plan: Tourism Committee
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Goal 3
Objective 3
Measure 3.1 The Committee (private sector) will pursue additional resources for tourism promotion, including dialogue with County and Town government
Initiatives & Tasks 3.1 Look into Meals tax . Private sector could work with area legislators to introduce legislation: Private Sector Develop a public education plan and supporting materials (including benefits, alternatives, and clear purpose) and implement: Private sector Form a legislative advocacy committee that includes county, chamber, tourism businesses, etc.: Private sector Meet with local elected officials regarding topic and needed support: Private sector Initiatives & Tasks 3.2 Chamber and tourism committee to meet with town and county officials and begin discussion and discuss possibilities
Measure 3.3 A private sector funding partnership will re-establish itself, providing applicable benefits to those participating partners (pay-to-play) Target 3.3 $30,000
Initiatives & Tasks 3.3 Develop partnership plan/structure with input from potential private sector partners : Private sector partners Determine any guidelines of potential public sector partner funding sources that may impact the partnership (i.e. government funds that must be used to promote all businesses and not just participating private sector partners) : Private sector partners
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Goal 4
Objective 4
Maintain the Floyd experience and sense of place for both residents and visitors
Develop and promote tourism in a sustainable, strategic approach to avoid over-growth and non-organic development
Measure 4.1 Request a parking analysis by the Town and County governments to increase the available parking as determined by the analysis (Expand parking opportunities in Town)
Initiatives & Tasks 4.1 Make analysis request to town and county officials: Tourism committee Seek PDC Transportation services to complete study/evaluation: Floyd County Planning Commission/Staff
Measure 4.2 Review any land-related opportunities, to encourage protection of agriculture and farming
Initiatives & Tasks Present concern to the Floyd County Planning Commission: Tourism committee Be aware with the New River Valley Green Infrastructure group: All
Measure 4.3 Develop plan to ensure that cultural/heritage qualities such as music, history, arts and crafts remain a premier component of the Floyd visitor experience
Initiatives & Tasks Tourism committee to develop plan to include an internal communication strategy to gather, maintain, and promote all cultural/heritage activities throughout the year which would also encourage collaboration of all efforts to benefit tourism as well
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Conclusion
Floyd County, the Town of Floyd, area businesses and citizens recognize the significance of tourism. The action taken to date to support and develop tourism serves as evidence of that recognition. However, tourism has grown in the area in the past without centralized planning from a larger tourism stakeholder group. This first tourism strategic plan for Floyd County is intended to build upon past growth, but provide guidance for additional sustainable growth in the future. Citizens and representatives from both the private and public sector of Floyd County/Town of Floyd will need to take a leadership role in overseeing implementation of this plan. The targets and measures of this plan were determined during the planning process, and will serve as reference for performance evaluation. To encourage progress toward the established targets, this plan should be reviewed by the locality officials and the appropriate tourism representatives on a monthly basis (from the date of formal adoption of this plan). Upon each review, any adjustments that need to be made to this plan can be discussed. Once a majority of the targets have been met, a new/updated plan should be developed. Using this plan as guidance, Floyd County is expected to make significant progress toward the development and promotion of tourism in a strategic approach. It is imperative that the plan be referenced consistently as any new tourism related discussions occur and as all applicable decisions are made. While new ideas and recommendations should be considered in the future, officials should reference this plan and determine if implementing any new ideas and recommendations is feasible and in accordance with this plan. This document should also serve as a reference piece for tourism entrepreneurs and businesses that are considering locating within Floyd County and should be available for distribution at local economic development offices and other appropriate distribution sites.
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