A Feasibility Study for the Golden Isles Parkway: Selected GREDC Counties

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A Feasibility Study for theGolden Isles Parkway
Selected GREDC Counties

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

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About TRACS

• Georgia Techs Economic Development Institute
• Tourism research to local, state, regional, and
  national clients
• Customer segmentation, market profiling, market
  feasibility, economic impact, and tourism planning

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Introduction

• U.S. 341 226-mile route from Barnesville to
  Brunswick
• GREDC countiesAppling, Bleckley, Dodge, Jeff
  Davis, Telfair, Wayne, and Wheeler
• 140 miles from Bleckley County to Wayne County

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Golden Isles ParkwaySelected GREDC Counties
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Nature-Based Assets

• Altamaha River
• Little Ocmulgee State Park
• Moody Swamp
  Heritage Preserve
• Wildlife Management Areas (WMAs)marketing and
  interpretation

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Historic and Cultural Assets

• Appling County HeritageMuseum
• Hazlehurst Historical Museum
• Wayne County Heritage Center
• Historic Courthouses

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Historic and Cultural Assets

• Tree Festival and Altamaha River Rat Run
• Bluegrass Festival
• World-Record Largemouth Bass Tournament
• Farm-City Day and
  Cotton Festival
• Dogwood Festival

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Recreation and Entertainment

• Barksdale Bobwhite Plantation
• Jay Bird Springs Resort
• Circle Double S Horse Auction
• Golf Courses
• River Landings

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Agritourism Assets

• 244 farmspeanuts, vegetables,
  watermelons, berries, and pecans
• Jeff Davis County Agritourismcarrot and cotton
  tours, equestrian plantation, you-pick
  vegetables, farm day, horse auction, wood-carving
• Relatively few roadside stands

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Tourism Infrastructure

• 24 lodging establishments
• 160 dining establishmentsimportance of sense of
  place
• 23 sporting good shops, 22 variety stores, 15
  department stores
• Needs include fruit and vegetable markets, retail
  clothing, gift shops.

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Market 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.

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Market Niches

• History buffs and outdoor enthusiasts
• 35 percent of the traveling population
• Outdoor recreation is good match for Golden Isles
  Parkway historic resources need development.

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History Buffs

• History buffs20 percent of the traveling
  population
• Scenic beauty, historic sites, museums, cultural
  activities, and educational experiences
• Retirees and couples
  without children
• Magazines, newspapers,
  brochures, and billboards

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Outdoor 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

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From Niches to Lifestyle Segments

• A more efficient and effective means of targeting
  visitors and marketing to them
• The system is dependent on having the physical
  addresses of a representative sample from guest
  registers
• For this study we were able to get one guest
  registerLittle Ocmulgee State Park, including
  cabins and the lodgethe best one for outdoor
  enthusiasts.

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Segmentation and Visitor Profiling

• Claritas PRIZM --neighborhood lifestyle
  segmentation system based on the idea that
  birds of a feather flock together

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Claritas PRIZM

• 62 distinct clusters or segments
• Wide variety of information on each cluster
• Income
• Family type
• Age
• Education

• Occupation
• Purchase behavior
• Media habits

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Obtaining and Cleaning Data

• Type in each visitor record
• Purchase street addresses, if missing
• Match street addresses to latitude and longitude
• Use latitude/longitude to determine census block
  group (neighborhood)
• Assign PRIZM code based on block group

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Top Little Ocmulgee Cluster

• Gods Country
• Affluent, well-educated, white collar
• Live in exurbs
• Married, with children
• Play tennis, golf, own time-shares
• Use Internet
• Read the newspaper travel, home and garden, and
  business and finance sections
• Read Golf Digest, Bon Appetit, and Runners World

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Little Ocmulgee State Park Top PRIZM Clusters
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Little Ocmulgee State Park Cabins Top PRIZM
Clusters
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Little Ocmulgee State Park Lodge Top PRIZM
Clusters
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Little Ocmulgee State Park Top Clusters by
Registry Type
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Origins of Little Ocmulgee State Park Visitors
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Origins of Little Ocmulgee State Parks Top
Clusters
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Potential Markets for Little Ocmulgee State Park
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Origin of Little Ocmulgee State Park Cabins
Visitors
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Origin of Little Ocmulgee State Park Cabins Top
Clusters
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Potential Markets for Little Ocmulgee State Park
Cabins
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Origin of Little Ocmulgee State Park Lodge
Visitors
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Origin of Little Ocmulgee State Park Lodges Top
Clusters
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Potential Markets for Little Ocmulgee State Park
Lodge
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Population by MSA of Top Clusters for Little
Ocmulgee State Park
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Population by MSA of Top Clusters for Little
Ocmulgee State Park Cabins
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Population by MSA of Top Clusters for Little
Ocmulgee State Park Lodge
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Distances TraveledLittle Ocmulgee State Park
Visitors
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Distances TraveledLittle Ocmulgee State Park
Cabins Visitors
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Distances TraveledLittle Ocmulgee State Park
Lodge Visitors
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Summary of Little Ocmulgee State Park Top Clusters
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Summary of Little Ocmulgee State Park Cabins Top
Clusters
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Summary of Little Ocmulgee State Park Lodge Top
Clusters
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Conclusions

• Major Conclusion 1
• The region has sufficient assets to develop the
  parkway as a tourist destination.
• Major Conclusion 2
• Renew the Golden Isles Parkway Association (GIPA)
  to market and develop tourism along the Golden
  Isles Parkway, with members and partners
  contributing from each parkway county.

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Conclusions

• Major Conclusion 3
• Develop strong relationships with other regional
  tourism organizations, including Altamaha River
  Partnership and Woodpecker Trail Association.
• Major Conclusion 4
• Use Golden Isles Parkway brand consistently in
  marketing and advertising.

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Conclusions

• Major Conclusion 5
• Improve historic and cultural amenities along
  the parkway to match the routes natural assets.
• Major Conclusion 6
• Improve shopping and entertainment amenities.

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Conclusions

• Major Conclusion 7
• Improve the variety of dining and lodging along
  the route.
• Major Conclusion 8
• Improve opportunities for local tourists to enjoy
  agricultural products and experience landscapes.

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Conclusions

• Major Conclusion 9
• Improve signage and interpretation along the
  parkway.
• Major Conclusion 10
• Increase days and hours that parkway attractions
  are open.

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Contact

• Rich Harrill, Ph.D.
• Phone [phone]
• E-mail rich.harrill_at_edi.gatech.edu
• Golden Isles Parkway Association (GIPA)
• Theory Consulting
• Phone [phone]
• Web site www.theoryonline.com