a comprehensive management, branding & marketing strategy for south carolina's national scenic byway

A Comprehensive Management, Branding and

Marketing Strategy for South Carolinas

National Scenic Byways

Prepared by:The South Carolina National Heritage Corridor

In partnership with:The University of South Carolina

October 2013

NA

TIO

NAL SCENIC B

YW

AY

EDIST

O ISLAND

ASH

LEY RIVER RO

AD

NA

TIO

NAL SCENIC B

YW

AY

NA

TIO

NAL SCENIC B

YW

AY

SA

VANNAH RIVER

CH

ER

OKEE FOOTH

ILLS

NA

TIO

NAL SCENIC B

YW

AY

INTRODUCTIONTourism is a $15 billion a year industry in South Carolina and directly responsible for nearly 200,000 jobs. Until recently, tourism development and marketing initiatives focused primarily on the more traditional destinations of Myrtle Beach, Charleston, Hilton Head, Columbia and Greenville; limiting the ability of rural areas to access the economic benefits of tourism. In recent years, however, tourism industry leaders have recognized the growth of travel segments related to heritage, culture and nature-based tourism. Programs such as the South Carolina National Heritage Corridor, the Gullah Geechee Cultural Heritage Corridor, and the Eastern South Carolina Heritage Region have surfaced showcasing the positive economic impact of rural tourism. In addition, the South Carolina Department of Parks, Recreation & Tourism kicked off a $2.5 million dollar media campaign in early 2013 aimed at attracting travelers to undiscovered gems in the states more rural areas.

Despite these positive movements forward, significant efforts should still be made to bring the economic and quality of life benefits of tourism to communities all across the state. One vitally overlooked component of rural tourism development is the states four National Scenic Byways and their tremendous potential for competitive business advantage and economic vitality. Communities along these thoroughfares boast an abundance of cultural and natural resources, yet receive little assistance towards the preservation, conservation and promotion of these resources. In response to this need, the South Carolina National Heritage Corridor and the University of South Carolina have partnered to create a comprehensive management, branding and sustainability strategy for South Carolinas National Scenic Byways.

INTRODUCTION

The South Carolina National Heritage Corridor utilized 15 years of experience in asset and community based development to assess all communities along the National Scenic Byways for intrinsic qualities, visitor experience, structure for public engagement, management and sustainability methodology, safety record and highway maintenance, signage and interpretive components, effectiveness of current marketing tactics and recommendations for future marketing initiatives.

The University of South Carolina conducted a study of the current economic impact of the Byways in three stages: direct, indirect and induced. Each of these was further sub-divided into total output, earnings or income, employment and fiscal effects. An assessment of future economic opportunities was also conducted based on past success, future potential growth and sustainability.

There are two overarching toursim industry trends relevant to the successful growth of South Carolinas National Scenic Byways and considered heavily in the development of this plan. One, visitors are increasingly demanding of their trip or vacation. As time is precious, these moments require a range of attractions and consumer choice is increasingly being determined by the authentic product offerings of a destination. Two, tourists are becoming more demanding in respect to the design, aesthetics, facilities and settings of their destination. Communities with little in the way of attractive streetscapes, public spaces, authentic shops and local foodways have no competitive advantage.

Successful tourism spreads its benefits. Destination success depends on image and reputation among prospective tourists. The state is not widely recognized as a tourism destination. It suffers by comparison with its neighbors. For tourism development in the

inland areas of South Carolina to succeed, the state needs to create a perception of itself as a premier tourist destination. In an age of intense destination competition, this means much higher marketing budgetary support from the state and its private sector partners.

South Carolina Action Plan 2006 conducted by New Carolina

ACKNOWLEDGEMENTS

CONTRIBUTORS

South Carolina National Heritage Corridor TeamMichelle McCollum, President & CEOLauren Ponder, Director of Project DevelopmentGrace Nelson, Director of MarketingAnna Joyner, Director of Creative DesignYuka Greer, Director of Business Operations

University of South Carolina, College of Hospitality, Retail & Sport Management TeamDr. Rich Harrill, Project Director - Research Professor and Acting Director, School of Hotel, Restaurant & Tourism ManagementDr. Matthew Brown, Associate Professor - Department of Sport and Entertainment ManagementDr. Mark Nagel, Associate Professor - Department of Sport and Entertainment ManagementDr. Xiang (Robert) Li, Associate Director - International Tourism Research Institute, Alfred P. Sloan Foundation Travel & Tourism Industry CenterYingsha Zhang, Ph.D. student, GIS

South Carolina Department of TransportationSCDOT CommissionMichael Covington, Governmental Relations Officer - Office of the Secretary of Transportation

Nick Boozer, Traffic Engineer

National Scenic Byway CountiesOconee County Spartanburg County Abbeville County Dorchester CountyPickens County Cherokee County McCormick CountyGreenville County Anderson County Charleston County

SPECIAL THANKS

CONTENTS The report is presented in two parts. Part I was completed by the South Carolina National Heritage Corridor and Part II by the University of South Carolina. Each organization conducted research independently and utilized separate methodologies, yet the findings were complementary.

PART I (South Carolina National Heritage Corridor)

PART II (University of South Carolina)

INTRODUCTION........................................................................................................................ 2-3

ACKNOWLEDGEMENTS..........................................................................................................

CONTENTS...............................................................................................................................

4

5

EXECUTIVE SUMMARY........................................................................................................... 6-9

Chapter 1 - Byway Breakdown............................................................................................... 10-27

Chapter 2 - Byway Management............................................................................................. 28-31

Chapter 3 - Protecting the Experience................................................................................... 32-33

Chapter 4 - Creating the Experience...................................................................................... 34-43

Chapter 5 - Promoting the Experience.................................................................................. 44-56

CHAPTER 6 - Economic Impact Analysis.............................................................................. 57-78

CHAPTER 7 - A Deeper Look At Cherokee Foothills National Scenic Byway.................... 79-89In addition to conducting research on the current and future economic impacts of the states four National Scenic Byways, USC conduced extensive interviews with buisness and community stakeholders along the Cherokee Foothills NSB. As the longest, oldest and most recognized byway in the state, this deeper look provides a sampling of viewpoints that may be found in all of South Carolinas byways. The interviews focused on business development yet serendipitously support a number of key findings and recommendations identified in other parts of the report.

The concept for this project stemmed from a three-day meeting of Pickens Vision 2020 stakeholders in the fall of 2011 (Connecting Community, Commerce and Conservation) as a way to expand and retain small business development along the byway. The concept was then discussed with officials from Oconee County, Greenville County, South Carolina Parks, Recreation & Tourism and South Carolina Department of Transportation. All understood the vision for and supported the creation of a comprehensive plan.

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

BACKGROUND

PROCESS FOR PUBLIC INVOLVEMENTUnder the leadership of the South Carolina National Heritage Corridor, an assembly of stakeholders including members of the General Assembly, South Carolina Departments of Transportation, Agriculture, and Parks, Recreation & Tourism, University of South Carolina, and local representatives from byway communities met for a full day planning session to initiate public engagement. This session included a presentation from the Urban Land Institute on best practices in rural tourism development and the economic benefits of Smart Growth, a mapping session of byway resources and a discussion on current threats to these resources.

Over a period of six months, extensive interviews were conducted with byway committees and other applicable entities actively engaged in the management, marketing and sustainability of the byways. For byways lacking active committees, representatives were chosen from the list of contacts established in cooperation with SCDOT.

With input and engagement from committees, byway stakeholders and the South Carolina National Heritage Corridor, a comprehensive strategy for the overall marketing, branding, development and management of the byways has been created.

6

BYWAY SIGNIFICANCE:A scenic byway is a road recognized for having special qualities that its communities wish to preserve and promote. Scenic byways are designated (at both the national and state level) for the defining qualities that make them distinctive and provide a unique and appealing travel experience. There are currently 150 National Scenic Byways in 46 States. These routes are intended to create unique travel experiences and enhance local quality of life through preserving, protecting, interpreting and promoting the intrinsic qualities of designated byways.

EXECUTIVE SUMMARY

Intrinsic qualities of a byway are determined by features that are considered representative, unique, irreplaceable, or distinctly characteristic of an area. A byways intrinsic qualities are defined by the collection

of resources special places, landscapes, buildings and other features that are located along the byway corridor and are immediately accessible or visible to travelers along the byway. These qualities establish the character of the byway, distinguish the byway from other roadways in the region and across the nation, and

provide the context for the byway travelers experience. A byways intrinsic qualities are the basis for creating the byways story the intentional, coordinated message that the byway conveys to the visitor.

Byway Beginnings, 1999

Intrinsic qualities mean those significant tangible and intangible resources found within a scenic corridor that are known to be distinct within the region. Intrinsic qualities include:

Scenic: 1. The composition of features that is regionally representative, associative or inspirational. These features are memorable, distinct, visually impressive and continuous across the view.

Historic:2. Landscapes and structures that educate and stir an appreciation for the legacy of each particular region.

Cultural:3. Activities or objects that represent unique and distinctive expressions of community life, customs or traditions.

Recreational:4. Passive and active leisure activities directly dependent on the scenic qualities of the area and usually associated with outdoor recreation.

Natural:5. Relatively undisturbed and visually pleasing natural areas and/or ecologically sensitive landscapes representing natural occurrences including landforms, water, vegetation and wildlife characteristics.

Archaeological:6. Sites, artifacts or structures recognized by the scientific or academic communities as being representative of past human life and activities.

7

KEY FINDINGS:There is no comprehensive strategy at the state, county or local levels to protect, manage or promote South Carolinas four National Scenic Byways. As a result, the potential for tourism growth in byway communities is not being met and precious resources are under threat. Without a clear path forward for the protection of the byways and their resources, the intrinsic values of these roads will be lost. It is not a matter of maintaining the status quo stakeholders will come together and make positive changes or lose the essence of the byways little by little.

EXECUTIVE SUMMARY

Receiving designation as a National Scenic Byway requires the creation and approval of a Corridor Management Plan - an extensive compilation of research, inventories, guidelines, and recommendations for protection, development and promotion. Due to financial and administrative support needs, few recommendations outlined in the plans have come to fruition. As a result, enthusiasm from local stakeholders for byway projects has severely declined.

Byway support fails to be a priority for key state agencies and local county governments. Without increased support, byway committees have little hope of accomplishing anything of significance along the byways, thus placing resources at risk and limiting the economic potential of the byways and surrounding communities. In general, an increase in cooperative planning, resource preservation and adequate marketing investment are the essential elements that will determine the continued national significance and future of the states four national scenic byways.

NATIONAL DESIGNATION

The very nature of the Scenic Byway program suggests that designated roadways are scenic in nature. Outside of the Department of Transportations regulation of billboards and junkyards, counties are responsible for policies, ordinances and incentives affecting the scenic resources of the byways. It is the teams overall assessment that not only is the state failing to enforce existing regulations, but also counties and municipalities are either apathetic to the need to protect the byways or they recognize the significance of the byways and lack the means and awareness needed to address the issues.

In addition, many byway communities lack the establishment of design guidelines to best inform future development and offer incentives for smart growth practices. For communities who are reluctant to engage in the more daunting task of remediating existing conditions that diminish the intrinsic qualities of the byways, the establishment of design standards to guide future growth could and should be an easily attainable initial step.

POLICY FAILURE

If you dont change direction, you may end up where youre heading. - Lao Tzu

Change is not growth, as all movement is not forward. - Ellen Glasgow

8

COLLABORATION and COORDINATIONThe creation of Corridor Management Plans that laid the path for national designation required collaboration and cooperation among byway stakeholders. The implementation of the Corridor Management Plans will require the same dedication to teamwork and coordination. For three of the four byways, this includes a multi-county approach. Edisto Island NSB has a strong and active committee that works well with the county. Cherokee Foothills, Savannah River, and Ashley River Road NSBs have no significant examples of current projects or active communication across county boundaries.

EXECUTIVE SUMMARY

STAKEHOLDER AWARENESSThere is a general awareness of the byways by community leaders and residents but little to no understanding of who is responsible for the protection and promotion of the byways. Most local leaders hold the false impression that SCDOT is responsible for all byway policy and that state and regional tourism organizations are providing adequate marketing and promotion. The result is a failure to build the byways into the community assets and economic engines each byway Corridor Management Plan envisioned.

SIGNAGEA well designed and executed signage system is one of the principal methods to welcome, advise, direct and educate travelers along the byways. Excluding Edisto Island NSB, the signage system along SCs byways (both national and state) is grossly insufficient. There is no comprehensive approach providing a cohesive look or quality of design for byways as a collective system, as well as along individual byways.

BRANDING and MARKETINGIn addition to collaboration on the preservation and development of the byways, marketing cooperation among stakeholders is also lacking. There is no coordination of efforts between SCDOT or SCPRT on byway marketing. The same holds true for local communities and regional Destination Marketing Organizations whose jurisdiction includes one or more NSB. The result is a fragmented and ineffective marketing message.

South Carolinas National Scenic Byways are uniquely positioned between the destinations of the Blue Ridge Parkway and the states largest tourism attraction, the coast, and lie within one of the states congressionally designated National Heritage Areas. These add value to the Scenic Byway designation and should be considered in the creation of future marketing efforts.

9

CLL

L

F L L

L

L

CLC

F

C

LC

L LC

L LF

C

C

L

LC

D

MM

M

G M M

M

M

DMD

G

D

MD

M MD

M MG

D

D

M

MD

85

76

29

123

11

178123

276

276

25

385

185

26

221

385

276

29

85

25

11

176

585

26

29

221

85

11

E

E

E E

E E

E

E E

E

E

E E

E E

E

E E

E

E

E E

E E

E

E E

85

76

29

123

11

178123

276

276

25

385

185

26

221

385

276

29

85

25

11

176

585

26

29

221

85

11

North Carolina

SumterNatonalForest

SumterNatonalForest

Legend

Cherokee Foothills National Scenic Byway

Federal Lands

Municipal Areas

CherokeeFoothills National

Scenic Byway

0 3 6 9

Miles

Cherok

ee Foot

hills

National S

cenicBywa

y

CHEROKEE FOOTHILLS NATIONAL SCENIC BYWAYLooming majestically beyond the low Piedmont hills, the Blue Ridge escarpment thrills the mountain lovers soul. The Cherokee called these heights the Great Blue Hills of God. Following an ancient Cherokee path, this beautiful two-lane road arcs through peach orchards and villages, past Cowpens National Battlefield and over Lake Keowee. Numerous outdoor and recreational activities are available along the byway to include hiking, biking, horseback riding and numerous lake activities.

This is the longest and best known scenic byway in South Carolina, stretching 118 miles through 5 upstate counties. It is named Cherokee Foothills because it runs through the foothills found at the base of the Blue Ridge Mountains, the ancestral home of the Cherokee Indians. Starting in Cherokee County, it runs along SC 11 all the way through Spartanburg, Greenville, Pickens and Oconee Counties to the West. The Blue Ridge Mountains become clearly visible to the west of the

Town of Chesnee in Spartanburg County and remain dominantly present until you have driven past the Town of West Union in Oconee County. This is a scenic alternate to Interstate 85.

Cherokee Foothills National Scenic Byway - SC 11from I-85 in Oconee County to Gaffney in Cherokee County. This route

overlaps the Andrew Pickens State Scenic Highway

CHAPTER 1 - BYWAY BREAKDOWN

BYWAY BREAKDOWN1 CHEROKEE FOOTH

ILLS

NA

TIO

NAL SCENIC B

YW

AY

10

CRASH ANALYSISThe South Carolina Department of Transportation records statistics by year, as well as by county in order to assess areas needing improvement across the state. Most recent data, 2007-2011, indicates 1,365 total crashes, 18 fatalities, 682 injuries and 930 properties damaged along Cherokee Foothills National Scenic Byway. County breakdown and chart format of this data can be found in Appendices A.

PROPOSED ROADWAY PROJECTSCherokee Foothills National Scenic Byway will add a ramp in the southwest quadrant of the US 25 and Hwy 11 interchange along with turn lanes onto SC 11. This project is scheduled to begin construction in the Fall of 2013. Second, Pickens County will move forward with a pull-off and viewing ramp for travelers in front of Table Rock Mountain. This project is scheduled to be completed by Fall of 2013.

ScenicHistoricCultural

RecreationalNaturalArchaeological

Blue Ridge Escarpment View Shed Lake Conestee Nature Park Carolina Foothills Artisans CenterChattooga River Cedar Falls Nature Park World of EnergyStumphouse Tunnel Cowpens National Battlefield Victoria Valley VineyardFarms View Shed Kings Mountain National Park Kay Fox ParkLake Hartwell State Recreation Area Cherokee Museum Lucky Acres Alpaca FarmSanctuary Point Hagood Mill & Petroglyphs Split Creek FarmLake Jocassee Fort Prince George Blue Wall SiteLake Keowee Motlow Creek River BendSassafras Mountain McFall House Cedar Ridge FarmTable Rock State Park & Visitors Center Boxwood Manor Woodsen FarmsteadEastatoe Valley Blythe Hagood House Strawberry Hill Cooley FarmRock at Jocassee Stable Overmountain Victory TrailJocassee Gorge Management Area Gowens Old FortMile Creek County Park 911 MemorialSC Forestry Land Heritage FarmKeowee Toxaway State Park Pickens Flea MarketPleasant Ridge Retreat Center, Camp Spearhead Pickin ParlorPoinsette Bridge Farm StandsParis Mountain State Park Quilt Trail

INTRINSIC QUALITIES

CHAPTER 1 - BYWAY BREAKDOWN 11


CURRENT STRUCTURE OF MANAGEMENT and PROMOTIONCherokee Foothills National Scenic Byway has no current formal structure for management, as the organizing scenic byway committee responsible for the designation of the byway has disbanded. The most recent example of a coordinated byway project took place in 2008 when interested volunteers from Greenville and Pickens Counties came together to restore the Blythe Hagood Historic House at the intersection of Hwy 11 and Hwy 25 for use as a visitors center. Federal highway funds of Americas Byways Institute granted 80% of the project costs with funding funneled through the South Carolina Department of Transportation. Greenville County Parks and Recreation was named the Local Public Agency and was responsible for the execution of the project. They are not responsible, however, for any other portion of the Cherokee Foothills National Scenic Byway, its preservation, conservation or marketing. The visitors center is open through volunteer availability and solely in peak season months. Table Rock State Park operates a visitors center that also provides travel information and houses interpretation on the byway.

Discover Upcountry, a tourism organization marketing South Carolinas Upcountry, manages a website dedicated to the byway (www.scenic11.com) as the Cherokee Foothills NSB traverses all five counties within their jurisdiction. Discover Upcountry is a destination marketing organization and does not facilitate or organize preservation, conservation, or tourism development efforts.

Oconee County, anchoring the west end of Cherokee Foothills NSB, has recently established a county scenic byway committee. Designated through ordinance of Oconee County Council, they are in place to monitor the scenic standards along the NSB, as well as designated local scenic roads. With no authority to enforce policy related to view shed protection and design standards, the efforts of the committee are limited. This committee has no marketing or promotional responsibility or focus.

RESULT OF DESIGNATIONAlthough the 1996 designation of Highway 11 as the Cherokee Foothills National Scenic Byway established a foundation for present day work, most efforts have been abandoned. Counties are aware of the designation but place little effort towards enforcing existing regulations or exploring new regulations to protect this stretch of road.

Federally mandated requirements of the South Carolina Department of Transportation only encompass regulation of billboards and junkyards along National Scenic Byways. Further, this responsibility was only made known to SCDOT three years ago, causing much blithe to occur since byway designation. Cherokee County has lost all DOT byway signage identifying it as a scenic drive. Politically unpopular to de-designate a segment of scenic byway, SCDOT has simply removed all signs within Cherokee County as their portion of the National Scenic Byway has become four lanes of gas stations, chain restaurants and retail establishments.

12


SWOT Analysis

STRENGTHS

An extensive unspoiled natural environment of mountains, lakes, rivers, waterfalls and forests The anchor of the future Sanctuary Pointe Resort Development at the Oconee end of the byway Suitable for year-round tourism activity Outstanding leaf display in the fall A network of well-maintained and provisioned Federal, State and county parks providing both recreational and

lodging facilities and amenitiesA string of lakes offering a wide range of water-based recreational pursuits An interstate network providing easy access to Highway 11 - Interstates 26 & 85 Main Street of the Mountains Unique restaurants Revolutionary War battlefields and sites of interest The heritage and culture of the Blue Ridge: moonshine/bootlegging, grist mills, etc. Civic pride in cultural traditions Strong arts and crafts tradition

WEAKNESSES

Lack of land use zoning and system of planning No major attention aimed at the outdoors and cultural heritage visitor Insufficient marketing and promotional support to attract visitors to the area Limited coordination and cooperation between the public and private sectors in respect to tourism development and

marketingFragmentation and duplication of efforts in respect to visitor information brochures and travel guides Low level of public awareness both of the potential of the natural and cultural resources of Highway 11, and of the

economic contribution achievable from an expanding tourism sectorAbsence of a major cultural heritage attraction reflective of the areas historic and natural resources Inflexible hours of operation along the byway Lack of cohesive gateway signage for counties traversing the byway Current brown Cherokee Indian head signage is not supported with interpretation and is sporadic along the byway No local reinforcements or policy that protects the National Scenic Byway designation State DOT does not have authority to enforce regulations beyond billboards and junkyards along natonally

designated scenic byways. Further, they lack legislative authority to enforce these regulations on non-federal roadways

Buffer zones for inappropriate National Scenic Byway viewsheds are not mandated No design guideline standards No consistent connectivity allowing travelers a better understanding of communities, history and culture Lack of understanding among public officials of the economic potential of byway protection and promotion Remediation of current blithe along the byway is not being addressed

13


SWOT AnalysisOPPORTUNITIES

Development and marketing collaboration with the Blue Ridge Parkway Growth of heritage farmers markets to present fruits of the region Increase in interpretive infrastructure to create an emotional connection for the visitor Orientation of visitors to the byway through gateway and route signage Unique accommodations along Cherokee Foothills to create overnight travel opportunities Intermodal transportation opportunities such as bike lanes, river trails and horse trails that parallel and vein off of the

scenic bywayWalkable main street villages for communities along the byway Development of regional ecotourism development and marketing Coordination of regulatory policies to protect the intrinsic qualities of the byway Signature event to focus on the story and showcase heritage through music, art and food (Example: Taste of the

Mountains)Remediation of exceptions to the National Scenic Byway quality experience Hospitality training for front line service providers Development of regional genealogical research and travel

THREATS

Loss of byway identity and pride by communities and residents Decision of SCDOT to remove National Scenic Byway signage in Cherokee County instead of working with local

officials to remediate issuesAbsence of regulation beyond billboards and junkyards at a state level Lack of coordination among byway communities Absence of policy at a local level and lack of enforcement of existing policy Lack of technical assistance from SCDOT or SCPRT for byway protection and promotion Competition from the Blue Ridge Parkway Erosion of scenic view sheds along Scenic Highway 11 resulting from unregulated development alongside the

HighwayIncreased usage of the route by heavy trucks as an alternate route for I-85 (creating road maintenance and safety

issues)Lack of state, local and private investment into the byway Lack of growth management and guidelines for development Lack of appreciation for local resources Too much asphalt in communites along the byway Litter, unkempt property and sign proliferation deteriorate the value of the byway

14

SAVANNAH RIVERNATIONAL SCENIC BYWAYThe Savannah River National Scenic Byway affords scenic views, glimpses of life in the rural South and opportunities to experience southern hospitality. Whether receiving a casual lesson on barbeque traditions, fishing tips or stories about the states role in the Revolutionary and Civil Wars, small town charm abounds.

The particular route of this National Scenic Byway is 100 miles long and characterized by farms, woodlands, lakes, small towns and numerous historic sites. The byway connects five routes running parallel to the Savannah River, beginning on SC 24 in the Oakway Community of Oconee County, going southward into Anderson County, turning right onto SC 187, then left on SC 412 to the Town of Starr. The route then turns right onto SC 81 and continues southward through lower Anderson County, Abbeville County and McCormick County where it merges into SC 28 and continues to the Georgia state line just below Clarks Hill. Here, the Highway 28 bridge crosses the Savannah River.


LF

C

F

F

F

FL L

LL

L

F

L L

L

LC

LL

L

LL

LL

C CM

DG

G

G

G

GM M

MM

M

G

M M

M

MD

MM

M

MM

MM

D D

378

123

412

11

85

187

24

81

29 76

76

178

76

28

221

25

25

378

178

178

25

76

221

76

385

26

20

E

E

E EE

E

E EE

E

E E

378

123

412

11

85

187

24

81

29 76

76

178

76

28

221

25

25

378

178

178

25

76

221

76

385

26

20

SumterNatonalForest

SumterNatonalForest

Georgia

Savannah RiverScenic Highway

MapLegend

Savannah River Natioanl Scenic Byway

Federal Lands

Municipal Areas

0 4 8 12

Miles

Savannah

River

National Scenic

Byway

NA

TIO

NAL SCENIC B

YW

AY

SA

VANNAH RIVER

15

CRASH ANALYSISSouth Carolina Deprtment of Transportation records statistics by year, as well as by county in order to assess areas needing improvement across the state. Most recent data, 2007-2011, for Savannah River National Scenic Byway showed this stretch of highway contained 755 total crashes, 8 fatalities, 376 injuries and 497 properties damaged. County breakdown and chart format of this data can be found in Appendices A.

PROPOSED ROADWAY PROJECTSSavannah River National Scenic Byway is set to receive four upgrades in 2013. Listed in no particular order, the first improvement is at the intersection of Anderson County SC 24 and SC 187 which includes alignment and addition of turning lanes. Second, intersection improvement in Oconee County at SC 24 and SC 59 where DOT will construct an offset T intersection. In preliminary engineering stages, Anderson County SC 24 and Old Ashbury Road are set to receive improvements however no description is available as of yet. Lastly, Anderson County SC 187 and Whitehall Road Extension is also in preliminary engineering stages with no description available.

INTRINSIC QUALITIES




Blue Ridge Escarpment View Shed Baker Creek State Park Local Theatre (Anderson & Pendleton)Chattooga River McCalla State Natural Area Anderson University GalleryStumphouse Tunnel Cherokee Museum African American Museum in ClemsonFarms View Shed Hagood Mill & Petroglyphs Farmers HallLake Hartwell State Recreation Area Fort Prince George Anderson Fire MuseumSanctuary Point Secession Hill World of EnergyWisinton Overlook State Byway Burt Stark Mansion Savannah Lakes Village Golf CoursesLake Jocassee Abbeville Opera House Public Land for huntingLake Keowee Guillebeau House - French Huguenot Cabin Diamond & Gold MinesRolling Hills John de la Howe School Indian MoundsSaluda River Little River Plantation Former Village SitesLake Russell Woodburn Plantation Mining HeritageRocky River Ashtabula PlantationLake Secession Boxwood ManorBroadway Lake 911 MemorialCalhoun Falls State Park Heritage FarmParsons Mountain Erskin College - Bowie Arts CenterLake Thurmond Menonite CommunityHickory Knob State Park & Nature Trail Anderson Arts CenterHamilton Branch State Park Public Art Exhibits in Anderson

16


CURRENT STRUCTURE OF MANAGEMENT and PROMOTIONSavannah River National Scenic Byway has no current formal structure of management, as the organizing scenic byway committee responsible for the designation of the byway has disbanded. Counties encompassing the byway are despondent to the deteriorating conditions and fail to take steps to reverse the situation. Volunteers assume that it is a state issue when the reality of enforcement and policy to upkeep and standardize must come from the local government.

As with Cherokee Foothills, scenic byway is a term people are familiar with, yet the potential value of the byway is unclear to both leaders and residents. Current way finding signage is sporadic and interpretation is not present. This creates a confusing experience for the traveler as the designated route encompasses a number of highway changes and the view is not always picturesque. Local tourism entities, if present, acknowledge the designation on their websites and the Little River Blueway recognizes the byway through their printed maps. These efforts, however, lack the comprehensive branding and marketing approach necessary to adequately promote the byway.

RESULT OF DESIGNATIONSince its designation in 1997, projects along the Savannah River National Scenic Byway have focused primarily on the South Carolina National Heritage Corridor. Town gateway signage was installed through Transportation Enhancement Funds and Heritage Corridor Nature Route signage was erected along the byway by SCDOT. However, these signs are in disrepair and in need of replacement. Projects have surfaced which add value to the byway such as Willington on the Way, Little River Blueway and various trail projects. These projects, however, are not supported by the creation or enforcement of policy and regulations that would uphold the standards of a scenic byway.

17


SWOT Analysis

STRENGTHS

Ready access from major centers such as Columbia, SC and Augusta, GA Extensive network of waterways - lakes and rivers Wide range of recreational, sporting and soft adventure activities: cruising, fishing, hunting, canoeing, kayaking Variety and distinctiveness of the small urban centers along the byway Linear structure of railway towns along the byway Extensive rural vistas with unspoiled countryside, attractive landscapes and farmlands A network of well-maintained federal, state and county parks providing recreational and lodging facilities and amenities The range of bird and other wildlife species providing excellent opportunities for wildlife viewing and hunting Sites and manifestations of the battles of the Revolutionary and Civil Wars A wide variety of golf courses suitable for all skill levels An extensive network of old railway lines and rural back roads providing potential for cycling and hiking routes Current work of the Little River Blueway in McCormick County and the Blue Hole Recreation Area in Calhoun Falls

WEAKNESSES

Low market awareness and weak perception of the national designation of the byway by both residents and travelers Although some community leaders recognize the potential for growing tourism along the byway, it is not a priority No coordination among the counties to preserve and promote the byway No coordination among tourism entities for regional/byway promotion Poor NSB signage connectivity along the byway Limited public access points to area lakes Weak coordination of visitor information between tourism sites Unattractive sprawl surrounding many cities and towns

OPPORTUNITIES

Establishment of themed touring routes and trails that is supported with adequate signage and marketing Continued restoration and conservation of current railway town of McCormick to celebrate the heritage of the ever present railway theme along the Savannah River NSB Intensified marketing targeted at the populations of the major metropolitan centers in Georgia, specifically marketing potential of Augusta Masters visitor base Establishment of the Savannah River NSB Region as an area for natural day trips or weekend getaways Capitalizing on the Freshwater Coast Establishing anchor visitor centers in Oconee County and McCormick Communities working together to create half-day, day and overnight excursions Continued improvement and expansion of services in state and county parks Creation of interpretive infrastructure

18


OPPORTUNITIES CONTINUED

Unique accommodations along Savannah River NSB Intermodal transportation opportunities such as bike lanes, horse trails, etc. that parallel and vein off of the scenic byway Development of regional ecotourism theme Signature event to focus on the story and showcase heritage through music, art and food Hospitality training for front line service providers

THREATS

Failure on the part of local leaders to make the byway a priority in future development plans Failure by the counties and municipal administrations to work together on a coordinated, cooperative and committed basis to achieve cohesion and a sense of common identity Failure to maintain the integrity of town centers through inappropriate development The erosion of the strong southern cultural tradition with the building of Dollar General Stores and other chain amenities along the Nationally designated scenic byway Funding sources Inadequate gateway and route signage

19

FF

L F FL

F

FF

FF

L

L L

F

L

F

FF

CC

L FC F

LF

C

L

FL

F

GG

M G GM

G

GG

GG

M

M M

G

M

G

GG

DD

M GD G

GMD

M

GM

G

174

17

165 162

700

17

461

61

164

27

17

61

642

78

176

17

171

171

7

526

26

17

703

526 517

5226

165

52

41

17

41

EE E

E

EE E

E

EE E

E

174

17

165 162

700

17

461

61

164

27

17

61

642

78

176

17

171

171

7

526

26

17

703

526 517

5226

165

52

41

17

41

Legend

Ashley River Road National Scenic Byway

Federal Lands

Municpal Areas

Ashley RiverRoad NationalScenic Byway

Atlantic Ocean

0 2 4 6

Miles

National Forest

CharlestonNaval

Shipyard

Ashley River Road

Nattional Scenic Byway

ASHLEY RIVER ROADNATIONAL SCENIC BYWAYThe Ashley River Road National Scenic byway passes three National Historic Landmarks: Saint Andrews Episcopal Church, Drayton Hall Plantation and Middleton Place Plantation. It traverses a National Register Historic District that traces the history of European and African settlement, and commerce and industry from colonial origins to the present. Also located along or near the byway are other historic Lowcountry treasures such as Magnolia Plantation and Gardens, Colonial Dorchester State Historic Site, and Fort Bull. Myriad roadside stands, interpretive walking trails and tourism support businesses are also present easily making this stretch a multi-day destination.


The Ashley River Road NSB is located on SC 61 in Charleston and Dorchester Counties. Beginning at the Church Creek Bridge, it runs northerly for eleven miles. In addition to the numerous historical sites, the scenic sites of this oak canopied route also include golf and equestrian facilities.

20

ASH

LEY RIVER RO

AD

NA

TIO

NAL SCENIC B

YW

AY

CRASH ANALYSISSouth Carolina Department of Transportation records statistics by year, as well as by county in order to assess areas needing improvement across the state. Most recent data, 2007-2011, for Ashley River Road National Scenic Byway, within Charleston County and Dorchester County, totaled 204 crashes, 4 fatalities, 80 injuries and 141 properties damaged. County breakdown and chart format of this data can be found in Appendices A.

INTRINSIC QUALITIES




Ashley River Colonial Dorchester State Historic Site Rotary Centennial ParkDrayton Hall Colonial Dorchester SHS - Re-enactment Sawmill Branch Canal Multiuse TrailMiddleton Place Ashley Rviver Road/SC Hwy 61Middleton Place Gardens Indian footpathMiddleton Place - Plantation Days Flowertown Festival - SummervilleMagnolia Plantation New Parks at Ashley River Road & DorchesterMagnolia Plantation Gardens Town of Summerville Jessen Boat Landing

CURRENT STRUCTURE OF MANAGEMENT and PROMOTIONAshley River Road National Scenic Byway currently has no local management structure as the organizing scenic byway committee responsible for the designation of the byway has disbanded. The eleven mile stretch has stakeholders in the two counties of Charleston and Dorchester with the main advocates being those of the three major historic plantations along the route. Regional marketing of the three plantations exists, yet there is not an Ashley River Road website defining all there is to see and do, nor a regional marketing campaign encompassing the eleven mile stretch or a designated visitor and interpretive center for the local area. The Charleston Visitor Center provides travel information on the Byway but this information is often overshadowed by the overwhelming information on sites within the peninsula of Charleston.

PROPOSED ROADWAY PROJECTSThere are no immediate SCDOT projects.

21


SWOT Analysis

STRENGTHS

Good network of interstates and highways providing access to the byway Variety of historic, cultural and nature-based experiences National Historic Landmarks and National Historic District along the byway Archaeological opportunities through Colonial Dorchester State Historic Site Close proximity of Downtown Charleston and Downtown Summerville Strong planning and operating controls Positive and supportive attitude on the part of the administrations and other stakeholders Established marketing through Charleston Convention and Visitors Bureau Educational opportunities provided by the plantations and Colonial Dorchester

WEAKNESSES

Traffic congestion Lack of entry signage Long term construction and river quality possibly affected No anchor visitor and interpretation center for dissemination of byway information Carrying capacity constraints and speed limit excess Low utilization of the river as a drawing point to the road and vice versa Little dialogue between Ashley River Road NSB stakeholders and Dorchester County on future potential of connectivity A fragmented approach towards the National Scenic Byway protection and promotion Weak coordination of visitor information

RESULT OF DESIGNATIONDesignated in 2007, Ashley River Road National Scenic Byway still lacks adequate signage which is an issue of great concern for tourism travel in this area of the state. Enthusiastic to begin the process, steps were taken to hire a scenic byway coordinator. However, after much confusion over the distribution of federal monies, funding priorities changed and the coordinator position was terminated. In spite of this, individual projects along the byway have been completed as a result of the original plan. This is due primarily to the commitment and leadership of Drayton Hall, Middleton Place and Magnolia Plantation.

The most pressing need for this National Scenic Byway is NSB signage. Signage designating the route as a State Scenic Byway was once present but not replaced after the destruction of Hurricane Hugo in 1989. Byway leaders are hesitant to move forward with additional projects until signage is designed and installed.

22


Creation of a footbridge/crossing of the Ashley River from Colonial Dorchester State Historic Site to the state property that runs from the river to SC Highway 61, which would allow a connection from the existing multi-use trail along the Sawmill Branch Canal to Hwy 61 Development of a clear and integrated visitor activity route guide offering waterway usage and inland areas i.e. eco/ agri-tourism, cultural heritage Increased linkages with visitor attractions in Dorchester County Opportunity for Colonial Dorchester to serve as anchor to NSB visitor information entrance from the North

THREATS

Failure by the county and municipal administrations to work together on a coordinated, cooperative and committed basis both within the region to achieve cohesion and a sense of common identity across the two counties Lack of collaboration on marketing and promotional strategies and campaigns Possibility of uncontrolled tourism growth and/or urban sprawl damaging the authenticity of the historic byway Lack of adequate public funding Limited boat ramps and other public access points to the rivers resulting from private ownership of land or environmental protection (e.g. Ashley River is a designated state scenic river, and the DNR is unwilling to consider extended tourist use of the Bonneau Ferry Wildlife Management Area that it controls)

OPPORTUNITIES

Improved landscaping and welcome signage Increased regional promotion and signage along SC 61 for State and National designation Relationship building with SCDOT, SCPRT, SCDNR, Dorchester County, The Town of Summerville, private property owners, and nonprofit organizations Extension of the NSB designation from the intersection with 165 to the Old St. Andrews Church. This would establish a natural terminus (currently begins under a cell tower) that could serve as a gateway to the byway and the Town of Summerville Creation and promotion of travel packages to include the Colonial Dorchester site and vibrant Historic Downtown Summerville Until a byway visitors center can be developed, adequate interpretive signage should be created at strategic locations along the byway Support and maintenance of the countys buffer regulations along Highway 61

23

FF LFL

F

LF

LL

CF

F

F

FF

L F

F

FFL

L

F

F C

GG MGM

G

MG

MM

DG

G

G

GG

M G

G

GGM

M

G

G D

170 128 21

281

21

116

21

802

17

17

95

303

64

174

174

164

17 165

165

700

162

17

17

61

461

526E EE EE E

170 128 21

281

21

116

21

802

17

17

95

303

64

174

174

164

17 165

165

700

162

17

17

61

461

526

Legend

Edisto Island National Scenic Byway

Federal Lands

Municipal Areas

Edisto IslandNational Scenic

Byway

Atlantic Ocean

National WildlifeRefuge

National WildlifeRefuge

0 2 4 6

Miles

Ed ist oIs land

National

Sceni cB

ywa y

EDISTO ISLANDNATIONAL SCENIC BYWAY

The Edisto Island National Scenic Byway traverses salt marshes, creeks, maritime forests, farm fields and historic churches from the Intracoastal Waterway to the Atlantic Ocean. Roadside stands of sweetgrass baskets, fresh local produce or daily dockside seafood is what you will find as you drive from beginning to end. Whether picnicking on the beach, dolphin spotting, shelling or viewing sites of the lowcountry marsh, this Edis-slow ramble is a sensory delight.

Designated in 2009, the Edisto Island National Scenic Byway is located in the Town of Edisto Island and is approximately three miles long. It includes the beachfront portion of Palmetto Boulevard as well as the southern end of the route which ends at the Edisto Marina located on Big Bay Creek.

CHAPTER 1 - BYWAY BREAKDOWN 24

NA

TIO

NAL SCENIC B

YW

AY

EDIST

O ISLAND

CRASH ANALYSISSouth Carolina Department of Transportation records statistics by year, as well as by county in order to assess areas needing improvement across the state. Most recent data, 2007-2011, for Edisto Island National Scenic Byway, within Charleston County, had a total of 55 crashes, 0 fatalities, 18 injuries and 43 properties damaged. County breakdown and chart format of this data can be found in Appendices A.


INTRINSIC QUALITIESScenicHistoricCultural


Marsh vistas Old First Baptist Church & Graveyard Serpentarium MuseumDawhoo Landing Trinity Episopal Church & Graveyard Ace BasinLegacy Live Oak Memorial Garden Zion Reformed Episcopal Church Maritime forests & farm fieldsRussell Creek and Windsor Plantation Baileys Store Building Indian shell moundsOld Kings Highway Overlook Geechie Boy Market & MillStore Creek Bridge Kings Farm MarketMystery Tree Marsh Sweetgrass Basket StandBotany Bay Plantation & Wildlife Preserve Flowers Seafood CompanyEdisto Island Museum Mains MarketPresbyterian Church & Graveyard George & Pinks Fresh Vegetable Stand

CURRENT STRUCTURE OF MANAGEMENT and PROMOTIONEdisto Island National Scenic Byway has a committed and vigorous committee dedicated to the follow through of conservation, preservation and sustainable development laid out in their Corridor Management Plan. An extremely dedicated community network and geographically small area, volunteers oversee efforts for marketing and execution of projects. A byway website gives explicit information regarding landmarks along the byway and an informational pamphlet is also available at the local visitor center. Despite the lack of adequate development and marketing funding, the zest and determination of the Edisto Island NSB committee is one to be mirrored.

RESULT OF DESIGNATIONDesignated in 2009, Edisto Island National Scenic Byway Committee holds firmly to their Corridor Management Plan and is working diligently to bring all recommendations to fruition. They have built a strong partnership with Charleston County Parks & Recreation Commission, who also serves as their LPA (Local Public Agency). Americas Byway signage has been installed as well as gateway signage to the island. Efforts along the byway diligently support the preservation and conservation of byway resources.

PROPOSED ROADWAY PROJECTSThere are no immediate SCDOT projects.

25


SWOT Analysis

STRENGTHS

Extremely strong National Scenic Byway committee dedicated to creating the ideals set forth by Americas Byways Gateway to the Ace Basin Over 30% of land on either side of the NSB is preserved, 50% of Edisto Island is preserved Very detailed website, specific to the Edisto Island National Scenic Byway Organic roadside market in addition to the local seafood and fresh vegetable stands already in place Unique accommodations such as Chateau Relaxo and beautiful camping at the Edisto Island State Park Educational experiences provided through eco-tourism guides Partnership with Charleston County PRC who also serves as the LPA for specific projects Charleston County PRC oversight of proposed view pull-offs, bike lanes and pier preservation and accepted liability responsibility once completed Strong partnership with local residents willing to open their private homes/plantations which are listed on the National Register

WEAKNESSES

Litter is an issue that detracts from the scenic qualities of the byway Lack of strong partnership with the African American community A continued focus of the committee on preservation and conservation of the natural area should be priority; it is a concern that the NSB committee is becoming an extension of the Chamber of Commerce Charleston County business licensing does not show EcoTourism as a business therefore ecotourism professionals must file under Hunting and Fishing. This is an issue for growing bicycle, Segway and other unique tours. Power lines could be installed underground as both a safety measure for inclement weather, as well as aesthetics along the byway Agricultural heritage and rural nature of the island should be included in tourism efforts

OPPORTUNITIES

Cohesive branding by Charleston County to promote both Edisto Island NSB and Ashley River Road NSB Collective planning intended to strengthen regional attractiveness yet ensure authenticity of both the Edisto Island and Ashley River Road byways Partnership with Savannah River creating a cruise route following inland waterways past Edisto Island Structured pull-offs for visitors to enjoy the view (photo opportunities) Bike lanes along the NSB for multimodal uses Coordination with regional tourism organizations to ensure the byway is included in promotional materials Interpretive development of the Live Oak Legacy Brochures could be placed in every rental home on the island

26


OPPORTUNITIES CONTINUED

Edisto Island serves as home to many endangered species opening doors for a new sector of conservation and awareness Better signage at entry point of Hwy 17 onto Hwy 174 Design guidelines for small business signs along the byway

THREATS

Sign proliferation has the potential to detract from the National Scenic Byway designation Lack of partnership with the land trust agency The approval process for the scenic pull-off design concept has been frustrating Visitors enjoy beach activity 5-6 months a year while most people are not aware of the other opportunities; this disconnect puts businesses at risk 6 months out of the year Public officials do not realize the impact of ecotourism on the economy and therefore public policy supporting this industry is lacking Lack of access points for canoeing, kayaking, fishing and wildlife viewing

27

In 1994, the SC General Assembly passed a law establishing the Scenic Byways Committee. This is an eleven-person committee with the following members:

CHAPTER 2 - BYWAY MANAGEMENT

BYWAY MANAGEMENT2CURRENT STRUCTURE

(1) the secretary of the South Carolina Department of Transportation or the secretarys designee;(2) the chairman of the South Carolina Department of Parks, Recreation and Tourism Commission or the chairmans designee;(3) two representatives of the outdoor advertising industry who are active members of an organization such as the Outdoor Advertising Association of South Carolina;(4) a representative of the South Carolina hotel and motel industry;(5) a representative of the agricultural industry who is active in an organization such as the State Farm Bureau;

(6) a representative of the petroleum marketing industry; (7) a representative of the tourism industry in South Carolina; (8) a representative of highway beautification efforts, such as South Carolina Clean and Beautiful; (9) a representative involved with parks and recreation, such as the South Carolina Recreation and Parks Association; (10) a member of the general public.

All members serve for a term of 2 years and all appointments must be made by the Governor with the advice and consent of the Senate. Members of the Scenic Byways Committee continue to serve until replaced by the Governor based on the two-year appointment cycle.

28


The committee meets annually to review applications for scenic byway designation and to make recommendations to the General Assembly based on those reviews. In the absence of a SC Scenic Byway Coordinator position present in many states, SCDOTs Director of Government Relations assumes the responsibility of biennial reviews of all state and national scenic byways. Reports are then provided to the Committee.

Currently, the committee is only responsible for the designation of byways and has no role in the execution of byway plans after designation. SCDOT is responsible for coordination between state and local policy makers regarding the limited restriction of junkyards and billboards along byways. Policy, however, is severely lacking to protect the byways from destructive development and authority needs to be further clarified on non-federal roadways. In addition, the law does not require Corridor Management Plans to be updated, which could also be addressed legislatively.

RECOMMENDATIONS:Although the focus of this plan was the states four national byways, for the purpose of creating an effective and sustainable management system which supports the value of all byways, state scenic byways have been included in the recommendations.

The National Scenic Byway designation process requires extensive work by a variety of state and local byway stakeholders to create a Corridor Management Plan. The success of the byways after designation, however, depends on the execution of the plan. It is crucial that a dedicated entity be in place to monitor progress, coordinate communication and provide technical assistance for on-going byway initiatives.

The current South Carolina Scenic Byway Committee structure is not inclusive of existing byway stakeholders and is therefore not conducive for ensuring effective protection and promotion of byways after designation. Although no recommendation is being made to alter the current composition or role of this committee, a two-step approach is recommended to provide a comprehensive support structure post designation. The approach ensures on-going grassroots involvement in individual byways while also establishing an overarching body responsible for creating and overseeing a comprehensive support strategy for SC Byways.

STEP ONE: Re-establishment of the Cherokee Foothills, Savannah River, and Ashley River Road NSB Committees (the Edisto Island NSB is currently active). The committees should be reflective of the make-up of individual byways and should include both public and private sector stakeholders. Each byway committee is meant to be open, inclusive and representative of byway communities, residents and businesses. To ensure a variety of skill sets, each committee should include the following foundational representatives:

Representative from each county planning department within the byway Representative from each municipality along the byway Representative from a local destination marketing organization Representative from a local chamber Interested citizens, businesses and support organizations

CURRENT STRUCTURE CONTINUED:

29


Role of Committees:

Serve as the leadership group of the individual byway Coordinate specific annual work plans for the byway Promote continuity of standards across county boundaries Establish cooperative partnerships to benefit the individual byway Seek financial and technical assistance for byway projects and programs Periodically evaluate the work of the committee Elect a representative annually to serve on the South Carolina Byway Advisory Council (explanation below)

Upon securing funding and on an interim basis, the South Carolina National Heritage Corridor will coordinate with SCDOT to facilitate the re-organization of each Byway Committee. After the initial meetings, establishment of goals and selection of byway leadership, each committee will be self-sustaining. Upon the completion of the initial meetings, the Heritage Corridor will work with the four elected committee representatives to establish Step Two. Once established, this Council will also be self-sustaining.

STEP TWO: Establishment of the South Carolina Scenic Byway Advisory Council (SBAC). This body will ensure that stakeholders, landowners, resource managers and local decision-makers at the state and local level have greater ability to guide decisions important to the health and vitality of byways. After thoughtful collaboration, the SBAC will speak with one voice on agreed upon issues relevant to statewide byway protection and promotion. The SBAC will be committed to working together in a systematic and multi-layered approach. Although this plan only calls for the establishment of four National Scenic Byway Committees, designated State Scenic Byways are encouraged to follow the recommendations of committee roles and responsibilities to establish their own State Scenic Byway Committees (one per byway). Those who choose to follow this model may elect a representative to sit on the SBAC.

The composition of the SBAC ensures representation of individual byways as well as the vital support industries of preservation, conservation, tourism and economic development, and includes the following:

An elected representative from each of the four national scenic byways An elected representative from each active state scenic byway committee Chairman of the Scenic Byways Committee SC Secretary of Transportation or his designee Director of SC Parks, Recreation & Tourism or his designee Two (2) representatives of environmental organizations (i.e. Coastal Conservation League, Upstate Forever, SC

Wildlife Federation)Two (2) representatives of state-wide tourism organizations (i.e. SC National Heritage Corridor, SC Restaurant

and Lodging Association, SC Nature-Based Tourism Association)Two (2) representatives of historic and cultural organizations (i.e., Historic Charleston Foundation, the Cherokee

Nation, Palmetto Trust for Historic Preservation)

30


Role of Advisory Council:

Advance policy to protect and promote SC National and State Scenic Byways Establish an integrated and systematic approach to SC Scenic Byway development and promotion Increase awareness of the economic and quality of life value of SC Byways Provide a collective voice for issues relevant to the sustainability of SC Byways Elect a chair or co-chairs annually to guide the work of the Council

For this structure to be of value, open communication and coordination between individual Scenic Byway Committees and the Scenic Byway Council is vital. The potential support of the SBAC will only be as strong as the individual Byway Committees and their willingness to work collaboratively and systematically through their elected representative to the SBAC.

Once a system is established, it is recommended that the SBAC create a standard annual reporting process for all SC Byway Committees to the SBAC. This will encourage timely and consistent communication for the work of the SBAC.

Although the committees can function without a state managed Scenic Byway Coordinator, it is recommended that SCDOT establish this position to support the investment of time and resources from countless volunteers and local governments. This position will bridge the work of all local communities and the state and also provide a cohesive and coordinated approach to the execution of byway plans.

31

The very nature of a National Scenic Byway requires the roadway to be of regional or national significance and also to sustain high standards of scenic quality, cultural integrity and authentic visitor experience. South Carolina is blessed with an abundance of natural beauty and distinctive communities along the states four National Scenic Byways. If protected, these resources have enormous potential for growing economic development opportunities and increasing quality of life. Growth along the byways is inevitable, but only through thoughtful planning and careful execution can we ensure that growth will be positive.

Scenic areas endow communities with substantial benefits, such as higher property values and increased tourism revenue. Protecting scenic vistas and view sheds from the effects of haphazard development

allows a community to preserve its unique charm, build civic pride, and attract positive growth to the area. ~Scenic America

Just as important as protecting the scenic beauty of the byways is protecting the aesthetics of byway communities. The design of our built environment is extremely important to the health and vitality of a community. People want to live, work and play someplace special. A place without good design a place without character has little competitive advantage.

CHAPTER 3 - PROTECTING THE EXPERIENCE

PROTECTING THE EXPERIENCE3

32

CHAPTER 3 - PROTECTING THE EXPERIENCE

Put simply, the character of the National Scenic Byways is shaped by the natural landscapes, the land uses, and the built environment within its proximity. Currently, solutions are not present to deal with a multitude of negative impacts along SCs byways. The following recommendations should be explored by byway stakeholders:

Each byway committee should conduct a visual assessment to identify assets and liabilities. Because many 1. Corridor Management Plans are outdated, this assessment will provide a current foundation to guide future work of the committees.

Each byway committee should meet with local planning departments to compile a database of existing policy 2. and ordinances related to the protection of the byways. South Carolina currently has a Scenic Roads Act that includes provisions allowing municipalities to adopt an ordinance to preserve certain characteristics of roads designated as scenic at the federal, state or county levels.

Incentives should be developed to provide motivation for preserving the scenic quality of SC Byways. Incentives 3. could range from grants to tax breaks to an awards program showcasing successful conservation efforts.

Byways should partner with local Land Trusts on viewshed protection projects and stakeholder/landowner 4. education initiatives.

Establish design guidelines to limit the impact of development on scenic vistas and viewsheds and to assist 5. with guiding development utilizing Smart Growth practices.

Counties should establish buffer zones for clear-cutting along each Scenic Byway of at least 100 feet from the 6. road.

Create historic districts or neighborhood conservation districts to protect the quality of the communities and 7. scenic nature of the byways.

Implement landscape designs at byway entry points as well as byway community gateways. 8.

Enact billboard controls along scenic byways and within byway communities. All signs within the scenic 9. byways should adhere to design guidelines established within the county management plan or county scenic byway ordinance.

Communities or counties should encourage adopt-a-highway programs along the national, state and county 10. scenic roads.

Byway communities should adopt clear design guidelines that enforce minimum standards for development and 11. encourage the creation of public greenspace and community walkability. Typically, people spend money when they are outside of their cars.

Bicycle and pedestrian routes and facilities should be included in county and municipal plans. Incorporation of 12. these modalities will expand visitor and resident opportunities and experiences along the byways.

Counties should create incentives for private property owners to maintain private land abutting scenic byways. 13. Donation of trees and services to plant them would be one way to add beauty while not placing responsibility on private property owners.

RECOMMENDATIONS

33

South Carolina has its share of roads with historic connections and scenic vistas, but Scenic Byways are special. They contain an abundance of historic, cultural and natural resources and serve as pathways to communities with locally owned shops, authentic cuisine and unique lodging. South Carolina has four National Scenic Byways, 16 State Scenic Byways and an eclectic mix of county roadways that weave together the diverse story of South Carolina. Protected and promoted properly, these byways can provide quality experiences for travelers, increased community pride for residents and increased economic vitality for communities.

Community pride has been shown to increase volunteerism, participation in community events, use of public recreation facilities, and patronage of locally-owned businesses. It also fosters small-scale

economic growth, entrepreneur investment, and a lower emigration of young professionals as youth begin to feel a sense of attachment to their communities. Balancing the forces of economic development with

community pride and values is extremely important to achieve desired goals.~ PA Wilds

CHAPTER 4 - CREATING THE EXPERIENCE

CREATING THE EXPERIENCE4

34


A critical component of building vibrant and sustainable scenic byways is destination development, or creating the experience. Tourism can and will evolve with or without planning, however the sustainability of byways as a destination is dependent upon building the type of tourism that encourages appreciation, protection and enjoyment of the individual byway. Effective destination development should be initiated by each Byway Committee and should:

Be inclusive of all byway stakeholders: landowners, businesses, support providers, policy makers and funders.Consider all relevant information such as market research and local/regional/state plansInclude the input of applicable state agencies such as DOT, PRT, Commerce, Agriculture, Forestry and DNRInvolve a multi-county approach Result in the establishment of clear goals, strategies, tasks and performance measurements

To provide maximum impact, the SC National Scenic Byway brand should be developed in a comprehensive and consistent manner throughout all four national byways. Projects and programs, however, should be individualized to the unique resources of each byway while maintaining consistent quality throughout. Byway destination development should include:

Astatewidecomprehensivebywaysignageprogram Creationofbywayinterpretationuniquetotheresourcesoftheindividualbyways Developmentandexecutionofabywaytourismstrategy

A COMPREHENSIVE SIGNAGE PROGRAMEXISTING SIGNAGE:

Existing signage along SC National Scenic Byway routes include state highway route and directional markers, brown historic areas of interest, SC National Heritage Corridor signs, Overmountain Victory Trail signs, State Scenic Byway signs and existing scenic byway signs along Cherokee Foothills NSB and Savannah River NSB. Gateway signage and Americas Byways standard designation signage is currently located along Edisto Island NSB.

Across the state, both State and National Scenic Byway signage is either nonexistent or decades old with little interpretation, direction or meaning. The diversity of attitudes towards signs and the responsibility for determining signage policies intended to assist the visitor, have led to a confusing and inconsistent clutter of sign styles and designs.

Simplyput,thelackofconsistencyinquality,brand,designandplacementisapoorreflectiononourstatestourismindustry.

35


OVERMOUNTAIN VICTORY TRAIL ONSCENIC HWY 11

STATE AND NATIONAL AREAS OF INTEREST

SC NATIONAL HERITAGE CORRIDOR ROUTE SIGNAGE

SAVANNAH RIVER NSB TAKES MANY TURNS AND DIRECTIONAL SIGNAGE IS OFTEN CONFUSING AND CLUTTERED.

36


BYWAY COMMUNITIES HAVE TOURISM SIGNAGE BUT NO COMPREHENSIVE BRAND INDICATING THEY ARE A PART OF A LARGER DESTINATION AND COMPREHENSIVE SYSTEM.

THERE IS INCONSISTENT APPLICATION OF REGULATORY, SAFETY AND GENERAL DIRECTIONAL/INFORMATIONAL SIGNAGE ALONG BYWAY ROUTES.

37


SCDOT IS ONLY ALLOWED TO MANAGE BILLBOARDS AND JUNKYARDS, LEAVING ROOM FOR MANY ADDITIONAL EYESORES ALONG EACH BYWAY.

BILLBOARDS ARE ALLOWED IN MANY AREAS ALONG THE BYWAYS AND UNMANAGED SIGN PROLIFERATION DESTROYS THE QUALITY OF THE BYWAYS IN SOME LOCATIONS.

If you want to control the experience, control the entrance. ~ Walt Disney

ENTRANCE SIGNAGE INTO SOUTH CAROLINA SHOULD MAKE A STATEMENT TO TRAVELERS. CONSISTENCY OF MESSAGE SHOULD BE ESTABLISHED IMMEDIATELY UPON ARRIVAL AND DEVELOPED THROUGHOUT THE TRIP.

EXISTING BYWAY ENTRY SIGNAGE FOR ALL BUT EDISTO ISLAND LACKS INSPIRATION AND PRIDE FOR THE BYWAYS.

38

SOUTH CAROLINABYWAYS

CO

WPE

NS

NATIONAL BATTLEFIELD

STA

TE SCENIC BYW

AY


RECOMMENDATIONS:A well designed and executed signage system is one of the principal methods to welcome, advise, direct and educatetravelersalongthebyways.Thefirststeptobrandingtheexperienceisthroughtheinstallationofasystem of signs incorporating a new/fresh byway logo for each National Scenic Byway.

COMMUNITY GATEWAY SIGNAGE IS INCONSISTENT IN QUALITY AND LACKS A COMPREHENSIVE/SYSTEMATIC BRAND.

39

It is also recommended that each State Scenic Byway mirror the brand of the NSB signage to maintain consistency and make a statement. Two design options are below.

ASH

LEY RIVER RO

AD

NA

TIO

NAL SCENIC B

YW

AY


SEA ISLAND

STA

TE SCENIC BYW

AY


SEA ISLAND

STA

TE SCENIC BYW

AY

The PA Wilds initiative in Northern Pennsylvania is a perfect example of creating and incorporating a signage brand in a systemic/multi-county approach to destination development. The brand extends to businesses and products, further enhancing the visitor experience.

KEY INSIGHT: Garbage in, garbage out! Put simply, great tourism results depend on good strategies. And good

strategies depend on good strategic thinking. ~Bruce Dickson, TDS


EXAMPLE INITIATIVE

40


TOURISM ORIENTED DIRECTIONAL SIGNAGEMany states around the country have implemented a Tourism Oriented Directional Signage (TODS) program. South Carolina recently passed TODS legislation in 2012 (S. 105). This coordinated effort between South Carolina Department of Agriculture and South Carolina Parks, Recreation & Tourism allows private businesses in rural areas of South Carolina to pay for advertising on specific signage following TODS regulations.

In an effort to build a systematic approach to signage across the state which is inclusive of both public and private destinations within municipal boundaries, byway communities could adopt signage programs mirroring the design of TODS.

RECOMMENDATIONS

Coordinate with South Carolina Parks, Recreation & Tourism and South Carolina Department of Agriculture as 1. TODS is implemented to ensure continuity as Scenic Byway signage is designed and installed.

Encourage municipalities along the byways to work collectively and systematically to incorporate the overall 2. byway brand into all community based signage. Discourage signage that incorporates LED lighting or detracts from the character of the region.

Seek approval from SCDOT for all sign design along byways and within byway communities.3.

Counties along the bywas should design and install county gateway signage that mirrors the overall byway 4. brand.

Design and install state entry signage that mirrors the feel of overall statewide scenic byway signage and 5. creates a welcoming statement to visitors coming into South Carolina.

Encourage SCDOT to have uniform installation practices, especially along Scenic Byways.6.

Encourage and enforce policy which discourages sign proliferation along National, State and County Scenic 7. Byways.

Create definitive beginning and ending signage for National Scenic Byways. This could potentially serve as a 8. marketing opportunity as visitors begin or complete their drive.

Identify statewide sources of funding for newly designated National and State Scenic Byway signage.9.

41


CREATION OF BYWAY INTERPRETATIONInterpretation is an extremely important component of destination development along byways. It can create a meaningful experience for the visitor, and if done effectively, generate more revenue for communities by encouraging extended stays.

Interpretationisespeciallyimportantwhenthesignificanceoftheresourceisnotimmediatelyobvious.Forexample, the viewshed along portions of the Savannah River NSB is often affected by logging. However, through properinterpretation,visitorsgainanunderstandingoftheeconomicandenvironmentalbenefitsofthetimberindustry to the local area and gain an appreciation of the byway as a living, evolving landscape. In addition, although named the Cherokee Foothills NSB, there is currently no visitor attraction related to areas Native American Heritage. Properly developed interpretive media centers, kiosks, interactive computer stations, radio broadcasts, podcasts is a method for telling this story and engaging visitors in the historic and cultural significanceofthebywaysnamesake.

Interpretation reveals the story of the people, places and events that have occurred, or are occurring along the byway, and help guide visitors through a living museum of regional natural and cultural heritage. It

changes the byway from being a place to being an edutainment experience. It gives the byway a totally unique character, personality and life. Without interpretation, its just a road!

~John Veverka, Interpretive Consultant

The interpretation of a byway can be shaped by a variety of stories and methods of delivery. Each byway committee should create an interpretive master plan that answers the following questions:

Definingthesignificanceofthebyway(whatarethehistoric,culturalandnaturalresourcesthatmakethe1. byway unique and special?)

Considering the audience (who will visit the byway?)2.

Developing the stories (what are the stories that will make an emotional connection with the visitor?)3.

Telling the stories (how will the visitor become actively engaged in the story? What is the approach?)4.

Providing the outlets (how will the story be told: interpretive centers, interactive kiosks, podcasts, travel 5. guides?)

42


Absentthedevelopmentofvisitorcentersdedicatedspecificallytotellingthestoryofthebyways,localsitescanserve as strategic hubs for providing byway interpretation and travel services. Sites for consideration include:

Cherokee County Visitors Center Cherokee Foothills NSB

Blythe Hagood Visitors Center Cherokee Foothills NSB

Table Rock Visitors Center Cherokee Foothills NSB

McCormick Arts Council of the Keturah (MACK) Savannah River NSB

Edisto Island Visitors Center Edisto Island NSB

Drayton Hall Ashley River NSB

Colonial Dorchester State Historic Site Ashley River NSB

DEVELOPMENT OF A BYWAY TOURISM STRATEGY:

Although SC Scenic Byway branding and signage should be comprehensive in nature, the creation of tourism strategies for byways should be as unique as the resources found in each location. Each byway contains its own unique blend of people, leadership, geography, culture, resources and stories. And, each is at a different level of tourism development with a variety of tourism support systems. For these reasons, it is important that each National Scenic Byway Committee control the creation and implementation of their own tourism strategy. This strategy should be updated annually and presented to the Scenic Byway Advisory Council so the Council may provide assistance when necessary.

It is recommended that each byway tourism strategy follow the SMART method of goal setting - setting objectives thatareSpecific,Measurable,Achievable,Realistic,andTime-based.Ataminimumthestrategyshouldincludethe following components:

VolunteerRecruitment

Hospitality Training

SmallBusinessDevelopmentforTourismSupportServices

ItineraryBuilding

ReviewandPossibleCreationofBywayFestivalsandEvents

HeritageTourismDevelopment(inclusiveofecotourism,agritourism,andculturaltourism)

43

PROMOTING THE EXPERIENCE5

CHAPTER 5 - PROMOTING THE EXPERIENCE

Within the SC National Scenic Byways lies an enormous opportunity for marketing the byways, their surrounding communities and South Carolina as a whole. When put into a clear message that is easy for the audience to understand, the SC National Scenic Byways will unlock measurable economic (tourism dollars) and immeasurable social (sense of place) benefits. Here we outline the current marketing situation of the byways and outline recommendations for the clear message and where the message should go in order to reach the target audience.

NATIONWIDE: STATEWIDE:Domestic and international travelers spending in the U.S. increased 8.8 percent in 2011 to $812.9 billion not adjusted for inflation. Business travelers spent $248.8 billion while leisure travelers spent $564.1 billion. Measured in chained 2005 dollars, real domestic and international travelers expenditures increased 3.0 percent in 2011.Source: The Economic Impact of Travel on South Carolina Counties 2011 by the U.S. Travel Association for the SC Department of Parks, Recreation & Tourism.

Each year, Americans spend $646 billion on outdoor recreation. An overlooked economic giant, Outdoor Recreation tops gasoline and outpatient health in consumer health spending. Source: Bureau of Economic Analysis, Personal Consumption Expenditures by Type of Product, based on available 2010 data.

Domestic traveler spending in South Carolina directly generated more than $1.5 billion in tax revenue for federal, state and local governments in 2011, up 4.0 percent from 2010.

During 2011, domestic travelers to South Carolina spent $10.6 billion on transportation, lodging, food, entertainment and recreation and incidentals, up 9.1 percent from 2010 before any inflation adjustment.Source: The Economic Impact of Travel on South Carolina Counties 2011 by the U.S. Travel Association for the SC Department of Parks, Recreation & Tourism.

CURRENT ECONOMIC IMPACT OF TOURISM

44

CURRENT MARKETING EFFORTS


SWOT AnalysisSTRENGTHS Scenic byways are a distinct and tangible product that is easy to understand Wide range of activities off byway in clusters, particularly outdoor activities Engaged tourism entities History

WEAKNESSES No networking between committees for marketing initiatives Comprehensive online presence needs to be developed Lack of signage Lack of collateral for visitors

45

www.byways.org www.scdot.org

www.scenic11.com www.edistoscenicbyway.org

TARGET AUDIENCE


CUSTOMER PROFILES:

The Heritage Traveler Female or male Between 45-60 years of age Well educated Household income of over $60,000Source: As defined by the National Trust for Historic Preservation, mentioned in A Development and Economic Impact Study of the South Carolina National Heritage Corridor, an independent study conducted by the University of South Carolina and Clemson University

The Adventure Traveler Single professionals, particularly females Affluent active families Inquisitive 50+ males and females Confident, well-traveled who want more than the sun, sea & sand experience Demands an authentic off the beaten path experience not found in guide books Geographically and environmentally aware Active (ranging from walkers-mountaineers)Source: Passport to Adventure Industry Trend Report 2010

The Eco-Tourist (or Nature Traveler) 35-54 years old 50% male/50% female 82% College Graduates Experienced nature tourists prefer trips lasting 8-14 days Nature tourists willing to spend more than general tourists Nature tourists name wilderness setting, wildlife viewing and hiking/trekking as important elements of their trip Nature tourists name enjoying scenery/nature and new experiences/places as motivations for taking their next tripSource: Ecotourism: Principles, Practices & Policies for Sustainability for the International Ecotourism Society

46

OPPORTUNITIES Tourism Climate: Currently there is a documented increase of outdoor and road less traveled tourism which overlaps two large market segments within the byways Online Opportunities: A variety of free or inexpensive online niches are available, especially with mobile apps and social media The New Factor: A partnership within the different byways hasnt been done before, so instead of improving a p

a comprehensive management, branding & marketing strategy for south carolina's national scenic byway

Documents

economic benefits of

recreation tourism

tourism industry leaders

naturebased tourism

economic vitality

current economic impact

future potential growth

future marketing initiatives