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Case Studies
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In planning for trail-based economic development, it helps to be aware
of the experiences of other communities. For this purpose, a number
of "case studies" are included
in this handbook. These case studies document how different public and
private entities use trail recreation as a tool for economic development.
Types of Case Studies
Three types of case studies are included: cities and towns; businesses;
and festivals. The various perspectives provided by these different
cases provide valuable insights for a wide range of community leaders.
Cities and Towns
How a city or town capitalizes on a nearby recreational trail depends
on several factors. These factors include:
- type of trail (motorized, non-motorized);
- size of community;
- existing physical character of community;
- existing visitor attractions in community;
- level of public support for trails;
- commitment from elected officials and business leaders;
- proximity to potential recreational users.
Since so many variables exist, cities and towns have taken a wide variety
of approaches. Case studies for cities and towns examine three different
ways in which towns have used recreational trails to promote development:
- Regional Economic Development - packaging trails as a quality of
life enhancement to retain or recruit businesses and residents.
- Tourism Development - using trails as a way to attract hotels, restaurants
and other tourism-related businesses.
- Main Street Revitalization - linking trails with historic business
districts in order to channel demand retail shops, restaurants, and
services.
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The opening of the Ohio and Erie Canal Trail
was cause for celebration in Cleveland, as more than 25,000
people attended its opening. Making trail-related activities
into special events is an excellent way to publicize your
community as a trail destination.
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Businesses
Businesses profiled as case studies include outfitters, lodging places,
restaurants, and other merchants. Although these businesses fill different
needs, they share a common thread: they could not exist without the
boost provided by being located on or near trails. Thus, the business
case studies focus on enterprises that either opened as a direct response
to demand created by trail recreation or that transformed themselves
in response to new markets presented by trail users.
Festivals
Many cities and towns stage annual festivals in order to build and
promote unique identities. In many cases, the festival itself becomes
synonymous with the place, as with Sturgis, South Dakota, home of the
Sturgis Motorcycle Rally and Races. The festivals profiled in this handbook
do more than provide an annual boost to their local economies; they
also help promote year-round activities in their surrounding areas.
Top 10 Lessons from Case Studies
Reviewing the case studies in this handbook provides many insights
to communities. The following list summarizes the top 10 considerations
from the case studies, in no particular order:
- Trails are just one element of a larger visitor experience, and
providing other opportunities (both recreational and non-recreational)
draws a more diverse group of visitors. In turn, this allows for a
greater variety of businesses.
- Establishing a community as a viable trail destination mandates
that individual businesses must take individual risks as entrepreneurs
while simultaneously working together with other businesses to build
critical mass.
- Trail users pass along knowledge to others by word of mouth, as
well as learning about destinations from travel articles, on the Internet,
etc. To ensure outstanding peer recommendations, towns and businesses
must provide a quality visitor experience to each individual trail
user.
- Year-round activity is crucial to the survival of many trail-related
businesses. Even if recreational trail use is seasonal, communities
can provide off-season attractions that provide different experiences.
- Trail planning in urban areas requires cooperation and coordination
not only from different political jurisdictions, but also among various
public and private entities within each jurisdiction.
- Slogans and marketing themes are meaningless unless the entire community
buys into them. Building a true community identity requires the support
of political leaders, businesspeople, and the public.
- Recreation alone will not induce visitors to stay overnight. Communities
must provide quality lodging, and dining activities to supplement
the draw of recreation.
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Business combines with bicycles to create
a pleasant environment outside Wilson's Restaurant in Door
County, Wisconsin.
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- Different types of trail users behave differently. For example,
snowmobilers are more likely to travel in larger parties, stay longer,
and spend more money than bicyclists. As a result, the types of users
on a given trail will go a long way toward determining the character
of a trail community.
- A festival only creates economic impacts for a few days each year.
To be effective economic development tools, festivals must become
points-of-entry for year-round experiences.
- In the global economy, companies can locate just about anywhere
and many will make locational decisions based on quality of life.
A community with ample opportunities for trail recreation can leverage
this advantage for economic development purposes.
The remainder of this handbook builds on these 10 lessons to provide
suggestions and guidance for communities in the process of trail-based
economic development planning.
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