SAVANNAH'S

HERITAGE TRAIL

Savannah College of Art and DesignHistoric Preservation Department

Emerging Issues/Heritage TourismSpring 2015

Davis AllenTaylor Cornell

Parker McDonaldErin McMahon

INTRODUCTION 1CURRENT STATE OF TOURISM 7OTHER CITIES 14CORRIDOR PROPOSAL 23FUTURE RECOMMENDATIONS 26APPENDIX 30BIBLIOGRAPHY 43

TABLE OF CONTENTS

The coined market of cultural tourism, sometimes referred to as heritage tourism or cultural heritage tourism, is relatively new in the grand scheme of human activity, however people have traveled for the purpose of experiencing cultural influence for centuries. The industry defines cultural tourism as travel with the purpose of experiencing the aspects of life that are indicative of the culture’s civic identity and its sense of place visual and performing arts, music, cuisine, architecture, festivals and heritage sites.

Cultural tourism comprises elements of both intangible and tangible heritage with the latter drawing more focus as it pertains to the built fabric of a city and is thus more readily digestible and physically adaptable for tourism. When creating a cultural tourism project a cultural heritage asset is transformed into a cultural heritage product for consumption by tourists. This product may be limited to one asset or attraction, or it may involve several along a tour or program. A representative sample of cultural assets used for cultural tourism will include iconic as well as commonplace examples that aim to create an authentic experience for the tourist. These assets work off of one another in a nuclear mix of cultural assets to best promote what a community has to offer in terms of its heritage. Interpretations are relayed to tourists through various gatekeepers, which can lead to a range of possible experiences. Successful cultural tourism should always aim to interpret these sites with sensitivity to authenticity while being engaging and entertaining.

Many parties should be involved in the creation and implementation of cultural tourism products and experiences. These stakeholders may include resource management, government officials, tourism professionals and locals. All necessary stakeholders of a project should be involved and in communication throughout the development process.

Sustainable and successful cultural tourism provides an opportunity for tourists to gain an authentic and enriching experience that highlights a city’s cultural identity In turn, the host community benefits from their enhanced sense of pride and viable revenue source that allows for conservation of that community’s culture and traditions - built or otherwise - for future generations of locals and visitors to enjoy.

When done sensitively, cultural heritage tourism can provide many benefits to the host community while simultaneously creating an authentic and unique experience for the tourist. These advantages can have a ripple effect that strengthens many interrelated aspects of a community.

ECONOMIC: a thriving cultural tourism industry can create jobs, induce investment and revitalize communities in decline. It can engage the local community directly through ownership of retail shops, restaurants, lodging, attractions and tour companies, and indirectly through goods, crafts, arts and performances produced. This community involvement along with preserving cultural traditions fosters a great sense of national pride and enhanced civic identity.

CONSERVATION AND ADAPTIVE REUSE: traditional built heritage and social fabric of ethnic neighborhoods is conserved through adaptive reuse. Often when buildings and sites are restored it causes a resurgence of fulfillment and expression of local identity wherein locals see themselves as custodians of their own heritage assets.

NATION BUILDING AND NATIONAL STORY TELLING: cultural assets can be used to promote civic and cultural identity. Through museums, historic attractions, festivals and heritage tours, tourists are reminded of the defining characteristics of nationhood in an exciting and engaging way that brings the destination to life. Destinations can create new national narratives in how their story and histories are told and represented.

COMMUNITY WELL-BEING: cultural tourism creates more options for leisure, recreation, dining and shopping to both tourists and locals. The arts and cultural practices are kept alive in an effort to stave off the effects of globalization.

INTRODUCTION

WHAT IS CULTURAL TOURISM? BENEFITS

1

COSTS

While there are a number of benefits to being involved in the cultural tourism industry, there are several associative risks and costs that stakeholders need to be cognitive of and prepared for to ensure an authentic and pleasant experience for the tourist. Addressing the costs and risks early in the process will promote the safeguarding of the cultural assets on display.

OVERUSE: this occurs when an attraction is overwhelmed by the volume of tourists which can lead to the asset’s degradation. This overuse may be the result of poor infrastructure or poor planning with regard to expected capacity. Influxes may be intensified during certain festivals or if the site is simply popular and extremely well known. It is important to mediate this congestion so it does not diminish the visitor experience, physically damage the site or infringe on the local community’s daily lives.

UNDERUSE: just as overuse can be detrimental, so can lack of use. If visitation is low then the site is probably not generating enough revenue to support its operational costs. Furthermore, there in turn will be a lack of funding for conservation work, interpretation and ongoing research. A site must be economically viable to be successful. If sufficient income is not generated, there is potential for a loss of local support as well, especially if public funds are required to maintain operation.

MISUSE: a site may be sustainable and viable, but the tourists engage in inappropriate activity during visitation on site. These behaviors may include littering, taking photographs when not allowed and showing little respect for the local culture and traditions. As well, misuse may be the result of inappropriate interpretation at a site. Since multiple histories can share the came locale, attention must be paid to whose story is being told and how it is presented.

CULTURAL COMMODIFICATION: the trivialization of local culture and alienation of the host community can lead to cultural commodification and a sense of authenticity is lost in the process. While there needs to be a level of standardization, modification and commodification to ensure consistent quality in catering to tourists, one should aim to avoid the potential impact of reduction in cultural diversity.

GLOCALIZATION: this refers to tailoring local products to multiple global audiences. Many tourists seek global

enterprises but still want to experience local culture. They want western amenities embedded in what they believe is authentic to local life. This often leads the cultural tourism industry to present a commodified and mystic version of “glocal”, which is local culture rebranded for the global market. This offers little opportunity for community involvement. The needs of tourists must be balanced with needs of the locals so they are not forced to adapt too severely to cater to tourism.

SHORT-TERM GOALS AND FLAWED PLANNING:Financial goals and socio-cultural goals need to be broadly compatible throughout the planning process. A site or attraction must be socially sustainable as well as economically viable. Financial goals often involve maximizing revenue through the over-commodification of cultural assets so they can appeal to a wide market, which leads to the volume of visitors becoming more important than the quality. This compromises the visitor experience locals are subjected to further burden. These financial goals need to be kept in check with the longer-term social goals to create a beneficial market.

In the pursuit of the rich advantages of cultural heritage tourism, the costs and risks must be mitigated by careful and holistic planning, full stakeholder cooperation, adoption of a strategic approach to products and experience design and the development of longer-term goals. If thoughtful planning and execution is carried through, all parties can reap the benefits of a successful, authentic and sustainable cultural tourism industry.

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INTRODUCTION

CHARTERS AND MODELS

Since cultural tourism is pursued in many countries, international and national councils have established charters and other templates that outline ideal operating principles that should serve as ethical guides in an attempt to manage many of the aforementioned risks and promote successful tourism and experiences. As well, these overarching voices on the matter urge cooperation amongst tourism professionals, conservation groups and affected stakeholders, even when goals and visions may differ regarding heritage assets. The international groups, ICOMOS, Australia ICOMOS, UNESCO, along with the National Park Service on the national level, have drafted charters and models that can be useful in dealing with cultural tourism activity that can be applicable to endeavors made in Savannah.

ICOMOS: ICOMOS has produced two charters that pertain specifically to cultural tourism: the ICOMOS International Cultural Tourism Charter: Managing Tourism at Places of Heritage Significance (1999) and the ICOMOS Charter for the Interpretation and Presentation of Cultural Heritage Sites (2008). The International Cultural Tourism Charter aims to encourage and manage tourism in ways that

are respectful of the heritage and traditions of the host communities, and to foster effective communication amongst conservation management, tourism industry professionals and local community members to create enjoyable and authentic experiences. The Charter for the Interpretation and Presentation of Cultural Heritage Sites deals with similar issues but on a micro-level of management implementation. This charter sets forth specific guidelines for the interpretation of cultural heritage sites that emphasize public communication, education in cultural heritage preservation, and the inclusion of all stakeholders. The charter addresses both the tangible and intangible elements of heritage sites and underscores that a site’s interpretation address all phases of evolution in respect of authenticity.

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1. Since domestic and international tourism is among the foremost vehicles for cultural exchange, conservation should provide responsible and well managed opportunities for members of the host community and visitors to experience and understand that community’s heritage and culture at fi rst hand.

2. Th e relationship between Heritage Places and Tourism is dynamic and may involve confl icting values. It should be managed in a sustainable way for present and future generations.

3. Conservation and Tourism Planning for Heritage Places should ensure that the Visitor Experience will be worthwhile, satisfying and enjoyable.

4. Host communities and indigenous people should be involved in planning for conservation and tourism.

5. Tourism and conservation activities should benefi t the host community.

6. Tourism promotion programmes should protect and enhance Natural and Cultural Heritage characteristics.

1. Access and Understanding: Interpretation and presentation programmes should facilitate physical and intellectual access by the public for cultural heritage sites.

2. Information Sources: Interpretation and presentation should be based on evidence gathered through accepted scientifi c and scholarly methods as well as from living cultural traditions.

3. Context and Setting: Th e interpretation and presentation of cultural heritage sites should relate to their wider social, cultural, historical, and natural contexts and settings.

4. Authenticity: Th e interpretation and presentation of cultural heritage sites must respect the basic tenants of authenticity in the spirit of the Nara Document (1994).

5. Sustainability: Th e interpretation plan for a cultural heritage site must be sensitive to its natural and cultural environment, with social, fi nancial and environmental sustainability among its central goals.

6. Inclusiveness: Th e interpretation and presentation of cultural heritage sites must be the result of meaningful collaboration between heritage professionals, host and associated communities, and other stakeholders.

7. Research, Training, and Evaluation: Continuing research, training, and evaluation are essential components of interpretation of a cultural heritage site.

PRIN

CIP

LES

ICOMOSInternational Cultural Tourism Charter

Managing Tourism at Places of Heritage Signifi cance

ICOMOSCharter for the Interpretatin and Presentation of Cultural

Heritage Sites

UNESCO: The UNESCO World Heritage and Sustainable Tourism Program (2013) represents a new approach based on coordination across public, private and volunteer sectors in the implementation of the World Heritage Convention. Planning for tourism and heritage management is integrated at a destination level wherein all stakeholders are included and aim for cooperation. The natural and cultural assets are valued and protected, and appropriate tourism is developed in a manner that is beneficial and sustainable. While this program deals with sites of Outstanding Universal Value on the international level, the principles can be applied to the local level with sites of significance to Savannah.

NATIONAL PARK SERVICE: The purpose of the National Heritage Area Management Plan (2007) is to provide information to necessary staff on the management planning process and the components of a successful management plan. This document is intended to serve as a guide and reference point for a wide range of audiences that are involved in heritage area planning. While National Heritage Areas are significantly larger entities than Savannah’s Historic District, the plan includes a model for stakeholder inclusion that outlines the necessary steps to foster a good, working relationship with all key partners and stakeholders included in a project.

AUSTRALIA ICOMOS: Though specific to Australia’s management and conservation of cultural sites, The Burra Charter: The Australia ICOMOS Charter for the Conservation of Places of Cultural Significance (1999) is applicable for its definition of cultural significance and the standards it outlines for using cultural significance to manage and conserve cultural sites. It provides an example of how international principles can be adapted to the values and needs of a specific cultural group or nation as a whole. This charter provides a simple and comprehensive model process that can be used by virtually any country or group to aid in planning for and managing their cultural assets.

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1. UNDERSTAND THE PLACE Defi ne the place and its extent Investigate the place: its history, use, associations, fabric Articles 5-7, 12, 26

2. ASSESS CULTURAL SIGNIFICANCE Assess all values using relevant criteria Develop a statement of signifi cance Article 26

UN

DER

STA

ND

SI

GN

IFIC

AN

CE

The Burra Charter ProcessSteps in planning for and managing a place of

cultural signifi cance

3. IDENTIFY ALL FACTORS AND ISSUES Identify obligations arising from signifi cance Identify future needs, resources, opportunities and constraints, and condition Articles 6, 12

4. DEVELOP POLICY Article 6-13, 26

5. PREPARE A MANAGEMENT PLACE Defi ne priorities, resources, responsibilities and timing Develop implementation actions Articles 14-28

6. IMPLEMENT THE MANAGEMENT PLAN Articles 26-28

7. MONITOR THE RESULTS & REVIEWS THE PLAN Article26

DEV

ELO

P PO

LIC

YM

ANAG

E IN AC

CORD

ANCE

WIT

H POLIC

Y

Com

munity and stakeholder engagem

ent should occur throughout the process

INTRODUCTION

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A. Integrate sustainable tourism principles into the mechanism of the World Heritage Convention

B. Strengthen the enabling environment by advocating policies, strategies, frameworks and tools that support sustainable tourism as an important vehicle for protecting and managing cultural and natural heritage of Outstanding Universal Value (OUV)

C. Promote broad stakeholder engagement in the planning, development and management of sustainable tourism that follows a destination approach to heritage conservation and focuses on empowering local communities

D. Provide World Heritage stakeholders with the capacity and the tools to manage tourism effi ciently, responsibly and sustainably based on the local context and needs

E. Promote quality tourism and services that encourage responsible behavior among all stakeholders and foster understanding and appreciation of the concept of the OUV and protection of World Heritage

OBJ

ECTI

VES

UNESCOWorld Heritage Sustainable Tourism Program

1. Identify key partners and stakeholders and establish or re-establish communication as appropriate

2. Identify roles for each partner, stakeholder or group in the heritage area implementation and development process through communication and evaluation of each partner’s capacity

3. Convey realistic views and expectations during the planning process. Th e management planning process is an opportunity to manage expectations and foster a pragmatic approach

4. Gather tangible evidence of partnership commitments and stakeholder support

5. Evaluate existing and needed relationships to determine the current status of partnerships. Assess the need for other relationships and determine if and how developing relationships can benefi t the community or region as a whole. It may be benefi cial to formalize partnerships through cooperative agreements, letters of agreement, or other formal mechanisms.

6. Develop an involvement strategy to maintain communication and consult with partners throughout the management planning process. Although the local coordinating entity guides the management planning process and implementation of the plan in the heritage area, successful work will only occur with diverse and robust partner support. It is important to build buy-in and trust through the planning process.

PRIN

CIP

LES

National Park ServiceNational Heritage Area Management Plan

Model for Partner Engagement

OBJECTIVES

As a collective whole, Savannah has little control of the information presented with regard to cultural tourism narratives. Virtually all tours offered are done so through the private sector where there lies potential for distorting of information. The city has an obligation to represent its cultural heritage – to creative its own narrative, emblematic of its civic identity.

An inventory of the city’s cultural heritage assets and an assessment of their interpretation ensure they are represented accurately and respectfully. Moreover, there is need for a more complete narrative of the city that considers multiple facets of Savannah’s history. This evaluation should identify those cultural assets and narrative voices to allow for the city to best represent and promote itself.

The overarching goal of this report is to lay the foundation to work toward sustainable cultural tourism that is promotional and viable, but is more comprehensive, conscious and respectful of Savannah’s heritage assets and its community. To that end, this document begins by presenting research that reflects the current state of cultural tourism in Savannah. A map and reference list of state issued historical markers highlights noticeable clustering that reveals inherent themes and aspects of the city’s cultural heritage which are already being showcased. Furthermore, the types of tourists that cultural heritage tourism attracts are identified in addition to key stakeholders that may be effectual in supporting tourism projects.

An examination of Savannah’s historic cultural heritage reveals a number of cultural heritage assets. A list of extant assets was compiled to help illustrate the sheer quantity and variety. Assembling an inventory of available assets assists in identifying areas within the city that are suitable for commencement of a heritage trail or other cultural heritage tourism developments.

Comparative studies are presented that demonstrate how Savannah’s industry fairs in relation to other markets. Several national cities were investigated, including: San Antonio, Boston, San Francisco, New Orleans, Wilmington, St. Augustine and Charleston. To provide an international example, analysis will also be done comparing Savannah to Bath, United Kingdom – a UNESCO World Heritage Site. These comparative studies will hone in on what Savannah’s industry does well by comparison, and what can be learned from the successes of other cities.

These studies and analyses culminate in a proposed corridor that will serve as a successful starting point in the establishment of a heritage trail that best accentuates Savannah’s iconic cultural heritage and civic identity. This proposal includes possible themes, progression ideas and delivery methods that will assist in the realization and execution of the heritage trail. Finally, a set of future recommendations are proposed to aid Savannah with managing their cultural tourism assets and guide any future implementation and expansion of the proposed heritage trail’s themes and pathways.

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INTRODUCTION

James Oglethorpe founded Savannah in 1733 as a British colony and buffer zone to protect the Carolina colonies from the Spanish in Florida. Positioned on the forty-foot Yamacraw Bluff along the Savannah River, the city has functioned as a successful port city historically and into the present. The city covers an area of 109 square miles and has a population of 142,772. Much of the original plan has been maintained and replicated during city expansion. The historic district comprises roughly 2 square miles and was designated as a National Historic Landmark District 1966. Defining this district are the river front along the Savannah River to the north, Gwinnet St. to the south and flanking the east and west borders are East Broad St. and Martin Luther King Junior Blvd. respectively. This area possesses the original Oglethorpe plan and much of the city’s expansion history that is showcased through a variety of architecture, squares and monuments culminating at Forsyth Park. As such, this district sees the bulk of cultural tourism activity.

Throughout its history, Savannah has attracted travellers and tourists for a multitude of reasons. From 1955 to 1971 alone Savannah saw the growth of tourist dollars rise from $100,000 to $31 million. Generally speaking, many are drawn to the “southern charm” and romanticism of the city with its iconic live oaks, Spanish moss, park like squares and historic architecture. Many tourists come to Savannah to feel like they have stepped back in time to the golden age of the city before the Civil War and, later, urban renewal. Additionally, it is also this Civil War history that also appeals to many tourists with pointed interest. For those with a penchant for art as well as the intersection of preservation and modernity, SCAD acts as a significant pull to bring people into the city to see the integrated campus and many museums. Numerous everyday influences such as cuisine and music play a significant role, but it is the drinking and open-container policy that tends to attract the majority of casual visitors. It should be noted that Savannah is within close proximity to an airport, easily accessible by highway and is surrounded by complementary attractions such as the Tybee Island beaches; without a doubt these elements come into consideration when selecting Savannah as a destination for it provides many options within the tourists’ allotted time. It is therefore not surprising that these positive facets are reflected in Savannah’s tourism impact. In 2013, the number of lodging rooms available was 14,743, room demand was 3.614 million, the number of overnight stays was 7.3 million, room tax revenue was $17.9 million and direct spending from tourism was an impressive $2.29 billion.

Regarding cultural tourism, there are areas where Savannah excels in its tour offerings to various types of cultural tourists. The strongest element Savannah possesses is its variety of tour subjects and execution types wherein each type of cultural tourist should be able to find an enjoyable option to satisfy their depth of cultural experience. Tours are offered via walking, trolley, bus, horse-drawn carriage, Segway, scooter, boat and cycling. While many of these tours are guided, some are available through a self-guided option by means of brochure or audio. Themes range from architecture, hauntings, food, Civil War sites and other “cultural” (as the city’s official tourism site describes) features. The most popular tours seem to be the trolley and horse-drawn carriage tours that appeal more to the casual, incidental and perhaps sightseeing tourists as their themes tend to be more surface level and covering a variety of layers in terms of Savannah history (refer to the chart on page 24 for further analysis on heritage tourists). Some of these tours feature characters dressed in historic garb that recite monologues from historic figures of the city’s past. Regarding theme, architecture and haunted sites appear to have a significant pull. While the haunted tours appeal to a specific crowd, the tours generally speak to those tourists still looking to have a shallow and frivolous experience. The walking tours aimed at architecture and historical sites hold the most potential for the purposeful, serendipitous and some sightseeing tourists. These tours seem to be more centered on heritage themes and often times are presented by guides who are knowledgeable in the field beyond general tour guide training for the position. These tours will more than likely feature the museums, architecture and comprehensive history beyond the snapshot available through programs like those on the trolley tours. While there are fewer options available to those cultural tourists seeking a deeper experience, Savannah does fairly well to cater to their majority crowd of casual and incidental tourists with its tour options.

CURRENT STATE OF TOURISM IN SAVANNAH

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HERITAGE TOURS

Existing heritage tours offered in Savannah were categorized by what type of product it presents to tourists, as well as the type of cultural tourist it primarily attracts. As shown in the chart below, most heritage tours visit Touristic: Adapted sites. Product type was determined by the assets visited, and information given on the tour. Most existing heritage tours attract primarily sightseeing, serendipitous, and casual cultural tourists. Although their reasons for visiting the city are different, tourists receive a moderately deep to shallow cultural experience .

HERITAGE ASSETS

The chart on the right categorizes the assets in Savannah’s Historic District into three product types: built: non touristic, touristic, and touristic: adapted. BUILT: NON TOURISTIC PRODUCTS: tangible assets that have not been altered for touristic use. Examples of built: non touristic products in Savannah are the squares and monuments. TOURISTIC PRODUCTS: assets, such as museums and theme parks, that are constructed specifically for touristic use. TOURISTIC: ADAPTED PRODUCTS: assets that have been altered for touristic use. An example of a touristic: adapted product is a house museum

There are product type sub-categories. These categories include economic, transport, cultural landscapes, creative industries, religious, extant ethnic, and dark. ECONOMIC PRODUCTS: those assets associated with Savannah’s industries. TRANSPORT PRODUCTS: include the railroad and canal. CULTURAL LANDSCAPES: a combination of tangible and intangible features that help define the civic identity of the city. CREATIVE INDUSTRY PRODUCTS: traditional dances or performances. RELIGIOUS PRODUCTS: assets associated with religion, such as churches and cathedrals. EXTANT ETHNIC PRODUCTS: assets associated with minority cultures. DARK PRODUCTS: sites associated with human suffering, such as the site of a slave market or hollow ground. Two of the most populated sub-categories amongst Savannah’s built assets are religious structures and commemorative monuments. House museums make up the majority of Savannah’s touristic: adapted assets.

These product categories can serve as themes when establishing a heritage trail or tour. For example, a “Savannah Transportation” tour could visit sites such as the Central of Georgia Railroad, the railroad bridges, and the Savannah-Ogeechee Canal. However, it is important to recognize all of the city’s heritage assets before continuing with the development of a heritage trail.

70% Built: Non Touristic

28% Touristic: Adapted

2% Touristic

4% Touristic

92% Touristic: Adapted

3% Other

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current state of tourism in savannah

HISTORICAL MARKERS

Existing historical markers within Savannah’s downtown Historic District were analyzed in order to provide context on what historical themes are already present in the city and where these assets are located. The information from state-issued historical markers only demonstrates a small portion of historical narratives in Savannah. Additionally, many of the markers are approximately fifty years old, so the information provided can be biased or their interpretations outdated. Nevertheless, the markers are a good indicator of where tourism is currently being focused within the city.

Many different themes are present in Savannah’s historical markers. Colonial history is heavily represented, especially along the riverfront. Revolutionary and Civil War history are themes commonly highlighted by historical markers as well. Many of Savannah’s markers are commemorative of individuals or organizations associated with different time periods throughout history. Although there are a few historical markers related to African-American heritage, the category is remarkably under-represented considering the impact that the African-American community has had in shaping the history of Savannah, and the fact that more than 55% of Savannah’s population is African-American.

Mapping the historical markers reveals several corridors where there is noticeable clustering. The first is a linear grouping running in the north-south direction along Bull Street (No.1 on the map). The nature of these historical markers is varied, since the pathway developed over a

longer period of time and served as a major thoroughfare in the city. Another apparent linear clustering is at the Savannah riverfront, along Bay Street and River Street (No.2 on the map). Most of these markers are related to Savannah’s early colonial history. A third non-linear cluster is located around and in Colonial Park Cemetery (No.3 on the map). This group is made up of mostly commemorative plaques for notable Savannahians who are buried in the cemetery. These linear corridors and pockets of historical markers should certainly be considered as important passageway options for a heritage trail for Savannah.

MARKER CATEGORIES:African-American History ArchitectureLandscapes CivicColonial Historical FiguresArts LiteratureMusic VisualIndustry PoliticalWar ImmigrationIndustry CottonOther ShippingTrade OrganizationsReligious TransportationShipping WarRevolutionary 1812Mexican-American CivilWWI WWIIKorea Vietnam

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30% Historical Figures

7.5% Colonial

11.25% Civic

11.25% Architecture

5% African-American6% War

15% Religious

6.25% Organizations

6.25% Industry

3.7% Immigration

10

1

2

3

45

6

7 89

10

11 12 13

14

1516

1718

19

2021

22

23

24

25

2627

2829

30

31

3233

34 35

36

373839

4041

42

43

4445

4647

48

49

50

51

52

5354

55

5657

58

68

69

7071

72

73

74

75

76

77

78 79

59

60

61

62 63

64

65

66

67

2

3

1

current state of tourism in savannah

TITLE CATEGORY#

1 Evacuation of Savannah War - Civil

2 William Bartram Trail Colonial

3

Landing of Oglethorpe and the Colonist

4

Savannah Waterfront

5“Savannah” and “John

Randolph”

6 US Customhouse Architecture

7 Washington Guns I War - Revolutionary

8 Washington Guns II

9 Invention of the Cotton Gin Industry - Cotton

10Salzburger Monument of

ReconciliationImmigration

11Birthplace of University of

GeorgiaCivic

12 Soloman’s Lodge No.1 F & AM Organizations

13Old Savannah Cotton

ExchangeIndustry - Cotton

14 Old City Exchange Bell Civic

15 The Georgia Hussars Organizations

16Birthplace of Prince Hall

MasonryOrganizations

17Savannah’s Irish and Robert

Emmet ParkImmigration

18 Jane CuylerHistorical Figures - War

(Revolutionary)

19 Old Harbor Light Transportation - Shipping

20 Trustees’ Garden Colonial

21 Georgia Medical Society Civic

Colonial

Colonial

Industry - Shipping

War - Revolutionary

23 Savannah: Colonial Capital

24 Wesley Chapel Trinity

25

Washington’s Southern Tour I26

Christ Church - The Mother Church of Georiga

27 Joel Chandler Harris

28 Jonathan Bryan

Architecture; Civic

29John Bryan’s Excelsior Bottle

Works

30 William Scarbrough House

31 Telfair Family Mansion

32Telfair Academy of Arts &

Sciences

Immigration

33Lutheran Church of the

Ascension

Civic34 Wright Square

35 Owens-Thomas House

36Colonial Town Gate;

Davenport House

37 1812 Wesley Chapel

38 Conrad Aiken

39 Birthplace of Juliette Low

40Independent Presbyterian

Church

Historical Figures - Political

41 Lowell Mansion

42 William Stephens

Colonial

43 General Samuel Elbert

Civic

Industry - Other

47

50

53

56

59

22 Italians in Georgia Genesis

Religious

Religious

Religious

Religious

Historical Figures - Arts (Literature)

Historical Figures; Colonial

Architecture; Civic

Religious

Architecture

Colonial; Architecture

Historical Figures - Arts (Literature)

Historical Figures

Historical Figures - Arts (Music)

Historical Figures - Political

Historical Figures - War (Revolutionary)

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TITLE CATEGORY#

44 James Habersham

War - Civil

45 Habersham Brothers

46

Joseph Clay, Patriot47

Archibald Bulloch

48 Nathaniel Greene

49 William Scarbrough

Architecture - Landscapes

50 Edward Greene Malbone

Historical Figures - War (Revolutionary)

51 Col. James S. McIntosh

52 Captian Dennis N. Cottineau

53 Dr. Wm. A. Caruthers

54 James Oglethorpe

55 First Baptist Church

Organizations

56Savannah African American

Medical Pioneers

Industry - Trade57Great Indian Warrior/Trading

Path

58 Madison Square

59 Old Sorrel-Weed House

Organizations

60 History of Emancipation

61 Sherman’s Headquarters

Historical Figures - Industry

62Ancient and Accepted Scottish

Rite of Freemasonry

63 Poetter Hall

64 First Girl Scout Headquarters

War - Revolutionary

Religious

Religious

Historical Figures - Arts (Literature)

Colonial; Architecture

Historical Figures

Historical Figures - War (Revolutionary)

Historical Figures - War (Revolutionary)

Historical Figures - War (Revolutionary)

Historical Figures - Industry

Historical Figures - Arts (Visual)

Historical Figures - War (1812, Mexican American)

Historical Figures - War (Revolutionary)

Historical Figures - Arts (Literature)

Historical Figures - Politcal

Religious

African American History

Architecture

African American History, War - Civil

65Revolutionary War Barracks

and Fortification

66Cathedral of St. John the

Baptist

67

Jingle Bells68

Flannery O’Connor Childhood Home

69 Beach Institute

70St. Benedict the Moor

Catholic Church Mother of Black Catholdics in Georgia

71Massie Common School

House

72 Mickve Israel Synogogue

73 Comer House, Jefferson Davis

74 Georgia Historical Society

75 Armstrong Junior College

76 Warren A. Chandler Hospital

77 Forsyth Park

78 Major John Berrien

79 Johnny Mercer

Historical Figures - War (Civil)

Religious, Arts - Music

Civic

War - Revolutionary

Historical Figures - Arts (Music)

Historical Figures - War (Revolutionary)

Historical Figures - Arts (Literature)

Civic

Religious

African American History

Architecture - Landscapes

Religious, African American History

Religious, Immigration

Civic

Civic

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current state of tourism in savannah

STAKEHOLDERS

Historic Savannah comprises tangible and intangible assets that promote cultural heritage tourism. The majority of the assets in Savannah’s Historic District are tangible. The responsibility to protect and maintain these assets is held by key stakeholders in the Savannah area. In Cultural Tourism by Hilary du Cros and Bob McKercher, key stakeholders are defined as “local communities or cultural groups who live near a heritage asset or are attached to it culturally, schools and universities that use it as a resource, government heritage and planning authorities that may be responsible for managing it, and landlords/private owners and commercial users such as the tourism industry.”

The Metropolitan Planning Committee, in addition to the Historic Savannah Foundation, is a key stakeholder in the government and planning authority realm of the different branches of stakeholders in Savannah. While Savannah College of Art and Design is an excellent example of a school or university using cultural heritage tourism assets as resources. The college has helped improve tourism in a city while also using cultural heritage tourism assets as a driving factor to promote itself. Individual residents and property owners, as well as commercial businesses, including Old Town Trolley Tours, Old Savannah Trolley Tours, independent tour guides, and restaurant/retail business owners in Savannah that promote tourism or are members of the Chamber of Commerce, are potential stakeholders. In regard to local communities or cultural groups who live near heritage assets or are attached to those assets culturally, there are few stakeholders in Savannah; an example of this category in Savannah is the King-Tisdel Cottage.

The Chamber of Commerce is the driving force behind tourism in Savannah. They inform which tourism companies, restaurants, and retailers are promoted by Visit Savannah to tourists. All employees of Visit Savannah are members of the Chamber of Commerce. The Chamber is primarily concerned with how long tourists stay in Savannah hotels. This is due to a hotel tax that provides the Chamber with revenue. The study of what cultural heritage assets are visited the most in Savannah is of little importance to the Chamber of Commerce, since its focus is on what motivates visitors to stay in Savannah over-night. The City of Savannah provides services that clean and maintain the squares and parks of Savannah, but no companies or cultural/community groups have adopted a

square or park to assist with to performing maintenance. Most assets have multiple stakeholders with differing levels of connection to that asset which can make it difficult to have an effective management plan. Consulting stakeholders complicates the creation of a management plan that is widely agreed upon by the multiple stakeholders even further. Though arduous, drafting and implementing a successful management plan will aid in avoiding and addressing issues that may arise in the future.

The data for the charts on page 14 was collected from the Savannah Chamber of Commerce member directory, as well as the City of Savannah website and Savannah Morning News neighborhood association contacts. The Savannah Chamber of Commerce member directory was used primarily for this study because the Chamber of Commerce controls what businesses are advertised for tourism in the City of Savannah and manages Visit Savannah. Not all of the businesses from the Savannah Chamber of Commerce member directory were used for commercial data, only the businesses that have a connection with tourists and the tourism industry. Although not listed on the Chamber of Commerce’s website, additional stakeholders include neighborhood associations. A partial list of neighborhood associations within the Historic District can be found on the City of Savannah’s and Savannah Morning New’s website.

The data collected on key stakeholders involved with cultural heritage tourism in the Historic District of Savannah provides a fair depiction of who holds the most power over how assets are managed. The commercial sector of this chart represents commercial businesses that have direct ties with the tourism industry including, but not limited to, restaurants, companies that offer leisure activities, and retail. Commercial businesses make up of approximately half of the stakeholders in Savannah.

The second largest category of stakeholders includes hotels and lodging. The hotels and lodging industry provides the most revenue to tourism in Savannah as well as revenue for government agencies that control tourism. A tax from the hotels provide income for the Chamber of Commerce and Visit Savannah which provides maps, brochures, and advising to tourists and visitors. Without hotels and commercial businesses, tourism could not be sustained, so it stands to reason that these two categories account for largest amount of stakeholders. Although it is significant to note that these two categories hold the most stakeholders, it is just as important to take into consideration that hotels and commercial businesses are focused on their positions

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Churches Commercial Government Hotel/LodgingIndividuals

(Public)

Institutional (Higher

Education)

NeighborhoodAssociations

Non-Profit Organizations

Tour Companies

7 332 19 167 5 24 13 72 82

46% Commercial

23% Hotel/Lodging

11% Tour Companies

1% Churches

10% Non-Pro�t Organizations

2 % Neighborhood Associations

3% Institutional (Higher Education)

1% Individuals (Public)

3% Government

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of lodging visitors or selling products, not what cultural heritage information is available and presented to their customers. The third largest category is tour companies. Tour companies rely heavily on hotels and commercial businesses to attract visitors so they can promote their tours. Since hotels and commercials businesses hold the largest amount of stakeholders, tourism companies are much more likely to adjust to the needs of hotels and commercial businesses while complying with the ordinances of the government.

The categories that focus on how the community is impacted by cultural heritage tourism are churches, government agencies, individuals in the community, local institutions, and neighborhood associations. Together

these categories make up 140 stakeholders in Savannah. These categories combined do not compare in numbers to copious 332 commercial businesses or even half of the 167 hotels. Hotels, commercial businesses, and tour companies together make 581 stakeholders. There are more than four times as many stakeholders in organizations that focus solely on the well-being of their business rather than the authenticity of cultural heritage in the Historic District of Savannah.

current state of tourism in savannah

BOSTON, MA

Savannah and Boston are two distinctive cities. Boston is significantly larger than Savannah, with a population that makes it the tenth largest metropolitan city in the United States. Tourism is one of Boston’s top five industries. In 2013, Boston's tourism industry made over $11 billion, compared to Savannah’s $2.1 billion earned in 2012. Although the cities differ on scale, both have comparable histories. Each were a part of the original thirteen colonies and they played significant roles in the Revolutionary War and the Civil War, yet each city has highlighted its heritage assets in different ways.

The National Geographic’s Historic Places Rated List gave Boston a score of 70, placing it in the second tier – “Doing Well”. The score reflects the successful blending of old and new that create a unique atmosphere where history is conserved while the commercial core is thriving. The Freedom Trail is highly revered for its presentation and preservation of the city’s rich American Revolution history.

Founded in 1951 by Bill Schofield, editor of the Herald Traveler, Boston’s Freedom Trail is an iconic tourist attraction that highlights sixteen sites associated with patriotic events. Sites are affiliated with American colonization, the American Revolution, the War of 1812, the Civil War, and the Civil Rights Movement. The sixteen heritage assets include: Boston Common, the Massachusetts State House, the Park Street Church, the Granary Burying Ground, King’s Chapel, the King’s Chapel Burying Ground, the Benjamin Franklin statue at the Boston Latin School, the Old Corner Book Store, the Old Corner Meeting House, the site of the Boston Massacre, Faneuil Hall, Paul Revere’s House, the Old North Church, Copp’s Hill Burying Ground, the Bunker Hill Monument, and the USS Constitution. The trail starts at Boston Common at the base of Beacon Hill and takes visitors on a 2.5-mile long trip to the USS Constitution at the Boston Harbor. A red painted line marks the trail and physicallylinks the points of interest.

The trail can be toured several ways: a self-guided walking tour, a paid walking tour, or a paid trolley tour. On the self-guided tour, tourists can travel the path at their own pace. They have the option of following the trail according to the free map provided at the Visitors Centers or a downloadable cell phone app. Paid walking tours are led by unofficial guides dressed as historic figures. Both tours are around two and a half hours long. At any of the sixteen stops, visitors have the option of getting off to further explore the site. The Freedom Trail also serves as a resource to private tour companies in the city. Some companies have developed their own tour of the Freedom Trail, and others use the trail as a starting point and make their own micro heritage trails.

Casual, serendipitous, and sightseeing heritage tourists are the three primary cultural tourist groups targeted by the Freedom Trail. The brief history provided at each point of interest gives tourists an overview of the asset but a relatively shallow cultural experience. Tourists, especially sightseeing cultural tourists, can receive more in-depth information and a deeper cultural experience by touring the individual points of interest or taking a more specialized heritage tour of the trail.

Although Boston is substantially larger than Savannah, both cities have similar histories. However, those histories and heritage assets are presented in different ways. Boston has categorized sixteen of its most significant cultural heritage assets to create the iconic Freedom Trail.

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Marker denoting stop along the Freedom Trail

Map of Heritage Trail with designated path and stops

other cities

CHARLESTON, SC

Charleston, South Carolina proves a useful parallel in further national comparison for Savannah’s cultural tourism market. William Sayle founded Charleston in 1670 as part of the British Royal Chartered Province of Carolina and the city prospered from seaport industry due to its location at the confluence of the Ashley and Cooper Rivers. The city covers an area of 127.5 square miles and has a population of approximately 127,999. The historic district comprises about 0.8 square miles and was designated as a National Historic Landmark in 1960.

Charleston serves as a fine comparison to Savannah for a number of reasons. The cities both function as port cities, are comparable in overall size and size of historic district, have similar population counts and were founded within sixty years of one another. Charleston has a well-established cultural tourism industry and is regarded as a forerunner for preservation policy and integration into town planning and management. Moreover, many tourists who visit Savannah also make the trip to Charleston, and vice-versa, as they are often viewed as sister cities due to their close proximity and target tourism market. This works to support both markets, as tourists are more likely to visit sites within close distance to one another.

While the general cultural tourism industry functions in a similar fashion to Savannah in terms of its tour offerings, Charleston has a stronger perspective on the management of its tourism as a whole, due to its tourism management plan. Tourism has a similar impact on the economy as compared to Savannah, with Charleston seeing about 4.5 million visits annually and generating roughly $3.2 billion from tourism. Charleston offers a very similar experience

to Savannah by way of the types of tour subjects and implementation methods that would appeal mainly to the casual, incidental and sightseeing tourist with a few tours that seem to be more directed to the purposeful, serendipitous and deeper experience seeking sightseeing tourists. It is interesting to note that Charleston does not have trolley tours; they do offer bus tours but they are much smaller vehicles by comparison. Referring to the National Geographic’s Historic Places Rated List, Charleston scored a 77 placing it in the top tier of “Best Rated”. This higher score is mainly reflective of what the scoring committee feels is slightly more authentic and effective preservation, however Charleston suffers the same negative downfall as Savannah in that it too neglects the heritage of the African-American community.

The key point that differentiates Charleston in a positive way is its creation and application of a Tourism Management Plan – an overarching system that Savannah inherently lacks. The plan originated in 1978 and has been updated in subsequent years. This plan aims to balance the needs of visitors, residents, tourists and cultural assets to provide a positive experience that considers all stakeholders and affected parties. The plan is greatly influenced by residential input and the city is in open communication with its inhabitants to ensure that the tourism industry flourishes, but does not dominate or undermine the local environment.

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Map outlining the Old and Historic District of Charleston.

other cities

NEW ORLEANS, LA

New Orleans has a larger population than Savannah and has been dealing with ongoing recovery from Hurricane Katrina, but the two southern port cities with thriving tourism industries share many similarities. Both cities have similar demographics, and have developed over similar periods of time. The tourism industry contributes to a significant portion of the economies of both cities, which is partially fueled by an active bar scene, legalization of open containers, and large annual festivals.

According to the National Geographic’s Historic Places Rated List, New Orleans was rated 47, placing in the fourth tier “Places in Trouble.” This low score is primarily reflective of the city’s slow come back from the devastation of Hurricane Katrina. While the city is celebrated for its vibrant, unique character and rich cultural assets, certain areas, such as the French Quarter, are suffering from tourist inundation and questionable tourism industry management that create a somewhat inauthentic experience.

The city does not have a heritage trail that offers a free heritage tour for visitors and locals. However, at the state level, there is a heritage trail dedicated to African-American history. The Louisiana African-American

Heritage Trail extends across the state from Shreveport to New Orleans and showcases African-American contributions to history, culture, food, music, the arts and literature. Although many of these sites are within walking distance of one another, they are not incorporated into a walking trail. Using technology and audio tours, The Louisiana African-American Heritage Trail brings lesser-told historical narratives to life and integrates them into a cohesive heritage trail with an overarching theme.

Much like in Savannah, nearly all of the tours in New Orleans are controlled by the private sector. The city does provide maps and brochures for self-guided walking tours within the French Quarter. The sites shown on the walking tour in the figure below are arranged in a linear cluster pattern, but are not incorporated into a true heritage trail. Although not initiated by the city, there is a free, public walking tour that is offered by the National Park Service. The NPS runs a visitors center in the heart of the French Quarter, and the free ranger-led history tours occur five times a week and are limited to twenty-five people per day.

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City-provided map of French Quarter with highlighted historic sites.

SAN ANTONIO, TX

San Antonio is substantially larger than Savannah, with the Downtown District’s population at around 1.4 million. San Antonio’s and Savannah’s histories are also quite different. Unlike Savannah’s British colonial past, San Antonio was occupied by the Spanish and Mexicans. San Antonio’s primary period of significance was in 1835 during the Texas Revolution, which resulted in the fame of the Alamo. Tourism is San Antonio’s third largest industry, after defense and health care. In a study done in 2009 by Custom Intercept Solutions, it was found that visiting San Antonio’s historic sites was the primary motivation for 24% of all visitors – first time visitors and leisure visitors – to come to the city. 29% of visitors came for general city attractions, and 6% came for the city’s arts and cultural attractions. Although the city does not offer as wide of a variety of tours as Savannah, San Antonio has focused its heritage tourism efforts towards its primary assets, such as the River Walk.

The River Walk is a 3-mile long path that follows part of the San Antonio River in the downtown area. It serves as both a tourist and local attraction. In 2005, the city launched an “Authenticity Campaign” to increase visitation to Downtown San Antonio and the River Walk. The program was intended to encourage responsible decision making within the public and private sectors to ensure the protection of the area’s history and culture. Small local business and local culture, such as street performers, were encouraged to establish themselves downtown. In addition, the numerous fees that could negatively affect small businesses were reduced. Improvements were made along the river channel and the surrounding areas. Green spaces were placed along the

river and landscaped using native vegetation and the river itself was preserved. In order to reduce flooding, the original flow of the river was reinstated. Significant structures and landmarks along the river, such as the Pearl Brewery, were rehabilitated and redeveloped to accommodate a new function.

San Antonio’s River Walk is not primarily a tourist destination nor is it an organized heritage trail. In many ways, the River Walk is like Savannah’s River Street. It is a dominant cultural landscape that has been revitalized and is currently being used as a local resource. Restaurants, art galleries, shops, and local businesses utilize the river as a scenic commercial location.

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View of the River Walk.

other cities

SAN FRANCISCO, CA

San Francisco has a larger population, at roughly 850,000, and a much more progressive political climate. Founded in 1776, San Francisco covers an area of approximately 232 square miles and includes numerous National Historic Landmarks and historic sites. The coastal city shares some commonalities with Savannah, as tourism is a major driving factor for San Francisco’s economy. San Francisco provides several free options to locals and visitors for cultural heritage tourism.

The Barbary Coast Trail is a heritage trail that winds 3.8 miles through downtown San Francisco, roughly tracing the shape of the original coastline of the city. The trail shares similarities with the Boston Freedom Trail, which served as the inspiration for the project. Historian Daniel Bacon originated the project after visiting the Boston Freedom Trail in the early 1990s and decided to establish a similar trail in San Francisco. The project evolved over time. Initially, the trail was directed solely from a walking tour book. Afterwards, it was marked by temporary yellow paint stencils on the sidewalk. Finally, after fundraising and sponsorships, 150 permanent bronze markers were installed in the sidewalk to mark the trail. These bronze markers provide way-finding and historical narratives for people navigating the trail. The overall path is linear, and both ends connect with the cable car system allowing for easy accessibility. The trail was not initiated by the city government, but instead by a partnership between an individual and a non-profit organization. Daniel Bacon, the originator of the project, believed that visitors had a

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superficial experience of San Francisco before the trail was established, but believed that the trail gave them an opportunity to experience a more authentic story of the city’s history and sense of place.

San Francisco also offers free walking tours to visitors through the San Francisco City Guides, a nonprofit organization publicly sponsored by the San Francisco Parks Alliance and the San Francisco Public Library. The tours are free due to volunteers, sponsors, and grants from the San Francisco Hotel Tax Fund that keep operational costs at a minimum. The free, guided walking tours explore both heavily visited areas and lesser-known neighborhoods. The scope of the tours is extensive, with a total of ninety-three different tours listed on the City Guides website, and the topics covered range from general sightseeing tours to specifically themed tours. With its wide variety of free tours and the Barbary Coast Trail, San Francisco certainly provides public tours and information with both quality and quantity.

Map of Barbary Coast Trail with designated path and stops

ST. AUGUSTINE, FL

The City of St. Augustine is known for being the first city in the United States, having been founded in 1565, as well as a tourist destination for its history and desirable beaches. The City of St. Augustine parallels with Savannah in tourism and geography being that both are historic southeastern coastal cities with universities incorporated into their historic downtown area. Savannah approximately doubles St. Augustine in visitors per-year and visitor spending, but both closely share tourism as a major role in developing the their histories and economies. Savannah and St. Augustine also have similar issues in authenticating the history and culture of their cities.

The top reason for tourists to visit these cities is historical sightseeing, followed by shopping and leisure. Golfing, fishing, art related events, and beach going are also shared top activities by tourists during the extent of their stay. The tourism industry in both towns utilizes walking and trolley tours. The Old-Town Trolley Company began, and is still in operation, in St. Augustine and has become a major tourism company in Savannah. Although this is just one example of a tourism company that both cities have in common, Savannah and St. Augustine have been presented with similar issues from tourism companies that utilize trolleys. The trolley companies bring in a lot of tourist revenue for the city, but because of parking issues, traffic congestion, and tour guides often providing less than accurate information, the cultural heritage experience can be weakened. According to the National Geographic’s Historic Places Rated List, St. Augustine scored an 83 placing it in the third tier, called “Places in Balance.” Issues in St. Augustine with regard to tourism include the take over of souvenir shops and crowd capacity. In order to resolve the issue of authenticating the historical information given to tourists, both cities have been in the process of incorporating cultural heritage tourism into the tourism industry.

A study and list of recommendations that targeted improving authenticity and incorporating cultural heritage tourism was conducted by the National Trust for Historic Preservation for St. Augustine in 2003. The purpose of the report was to access the demographic of the city, how tourism was affecting the culture of the town, and how cultural heritage tourism can improve the historical assets of the city. The report is helpful in developing ideas to resolve similar issues in Savannah. The recommendations include reviewing the preservation ordinances, addressing

carrying capacity for historic sites and infrastructure, utilizing tourism income to preserve historic sites, and improving stewardship of collections of historical assets. All of these recommendations would also help improve cultural heritage tourism in Savannah. Savannah is growing rapidly in new homeowners, business owners, and visitors per-year. With the growth of the city, preservation ordinances should be reviewed regularly to keep up with the rising numbers in residents and visitors to accommodate new development in the city. Addressing carrying capacity for historic sites refers to providing more information on respecting and protecting historical sites to the rising number of tourists. Although a good sum of money from the tourism industry goes toward preservation efforts in Savannah, increased visitation means more revenue coming into the city, requiring more maintenance to the historic assets. If the historic assets are not preserved to withstand the amount of tourists visiting, then there will be a loss in tourism income, and more importantly, a loss of Savannah’s historical assets.

Finally, improving stewardship of collections refers to more closely assessing what businesses are preserving the historical infrastructure of the city. This can be improved by developing tighter ordinances in how preservation efforts are being carried out and by providing more professional curators and conservators to evaluate and make recommendations on how historical sites and structures should be preserved.

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Old-Town Trolley tour in St. Augustine

other cities

WILMINGTON, NC

Wilmington, North Carolina is a coastal town that is one of the most visited beach areas in the state. Historic Downtown Wilmington is on the National Register of Historic Districts. It is home to the University of North Carolina Wilmington, The U.S.S. North Carolina Battleship, Cameron Art Museum, Fort Fisher, and is the center point of several beaches. The historic downtown area is located on the Cape Fear River with a grid layout similar to Savannah’s. The tourism industry and downtown demographics are almost identical to Savannah’s but on a smaller scale.

It is beneficial to compare these two cities for they have similarities in their tourism, demographics, and culture. Historic Downtown Wilmington is a south-eastern port city that was founded less than a decade after Savannah and was laid out in a similar fashion, following a grid pattern. There is a river walk that offers ferry rides across the river to see the U.S.S. North Carolina Battleship. The tourism industry in Wilmington is organized and utilizes the same resources as Savannah. Tourists have the option of trolley tours, horse-drawn carriage tours, ghost tours, house museum tours, and walking tours. Wilmington and Savannah closely share culinary, Civil War, and film history.

Wilmington attracts more visitors a year than other coastal towns of North Carolina, yet it has been able to manage its tourism industry on a tight-knit basis. This could be because of the several destination options in close proximity. Instead of having all of the tourist attractions located in one area, the city has provided access to several different tourist destinations so that the downtown area does not become overwhelmed by an influx of visitors. This strategy alleviates traffic to historic sites and lessens the risk of damage, as compared to the mass amount of stress those sites would be subjects to with day-to-day inundation. Although according to the National Geographic’s Historic Places Rated List, which rates Wilmington as an 85 and in the third tier, “Places in the Balance,” Wilmington is of two minds: conservation or renovation. It is in danger of becoming too commercialized . This is an issue that surrounds nearly all historic districts, but Wilmington has not commercialized beyond the point of no return. If tourists had the option of city transit to sites outside of Savannah’s Historic District, similar to Wilmington, it would alleviate mass tourist traffic to the cultural heritage assets in the Historic District and allow tourists to have a better understanding of the history and culture of the City of Savannah as a whole.

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Horse drawn carriage tour through downtown Wilmington.

BATH, UK

Bath in Somerset of South West England widens the scope even further to provide an international comparison. Bath has a much longer documented history, dating back to around 60-70 AD with the erection of the Roman Temple of Sulis Minerva and the hot spring bath complex, Aquae Sulis. The city covers an area of 11 square miles and while it is not a port city, it is located along the River Avon. Bath has a population of roughly 177,643. The City of Bath was designated as a UNESCO World Heritage Site in 1987. The designation includes the entire 11 square miles of the city – a considerably larger area compared to Savannah. One of its primary features is the prominence and preservation of the Georgian architecture of the city from the 18th century. The city receives about 5.8 million visits annually and generates about £383 million in visitor spending.

The inclusion of an international site aids in providing a broader context for looking at heritage tourism, as it is helpful to compare Savannah to a city that is of similar size and date (referring to the dominant time period of the architecture of the city as it stands today) that falls under different jurisdiction and interpretation philosophy.

Cultural tourism in Bath in some respects resembles that of Savannah, but there are fundamental differences. Many of the tours are offered through similar means to those in Savannah, with walking, bus, boat and specialty alternatives. However, the designation of the city as a World Heritage Site alters the experience and execution of tourism. Sites of designated heritage significance would naturally appeal more to the cultural tourism crowd – and especially to the purposeful and sightseeing groups –

hence the tourism in general is more specific to cultural tourism than in Savannah. The expectations are higher and in many ways, the regulation is stricter in order to maintain the site and its designation as it inherently must conform to the standards that allow for its World Heritage status. Many of the tours focus on architectural highlights, sites of historical events, and, of course, the Roman baths. As well, there exist a few niche themes like Jane Austen and her life and influence.

There are two elements worth noting of Bath’s cultural tourism: one is the offering of tours that not only feature the city proper, but Bath’s relationship to the surrounding countryside and nearby sites like Stonehenge, providing fuller context to the city that would do well to entertain the more purposeful cultural tourist. The second element, also appealing to the same tourist group, is the restoration of aesthetic and use of the Roman baths that creates a strong sense of authenticity that affords tourists the opportunities to use the space in its historical context and providing a deep cultural experience connecting the past to present.

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World Heritage Site boundary of Bath, UK as defined by UNESCO. The Great Bath, in Bath, UK.

other cities

Bull Street is the recommended corridor to highlight for Savannah’s heritage trail. It is indicative of Savannah’s civic identify and possess a strong representative sample of the city’s cultural assets. Its central location and numerous assets will allow the heritage trail to grow in the future and serve as a tool for existing cultural heritage tours. The recommended trail will be marketed to specific cultural tourists – sightseeing, serendipitous, and casual. Lastly, recommendations on tour progression and delivery are offered.

Bull Street

industries, while assets along Broughton Street comprise Savannah’s business district. The organization of Savannah’s squares allow for a range of heritage asset types to be represented in a small area. The four trust lots on the east and west sides of the square are dedicated to commercial and public structures, while the four tything blocks on the north and south ends are primarily residential dwellings. Squares, such as Monterey Square, have a representative sample of architectural assets. Examples of high styles of architecture, such as the Mercer House, and examples of lower styles of architecture, such as Scudder’s Row on Gordon Street, are represented.

20% of Savannah’s assets are along Bull Street

80% Other

The number and various types of assets along Bull Street allows for more specialized tours to utilize the heritage trail. Themed tours that utilize Bull Street’s various assets can be developed in the future.

Cultural tourists visit a destination to experience its unique character. Cultural and architectural diversity are significant attributes of Savannah’s civic identity and are exceptionally present along Bull Street – the highlighted corridor of Savannah’s heritage trail. Bull Street runs through the heart of Savannah’s Historic District, and its central location makes it accessible to tourists. The numerous and varied heritage assets provide tourists with an overview of Savannah’s cultural heritage and civic identity.

Bull Street has a multiplicity of heritage assets, which range from commercial structures to residential dwellings. Bull Street’s assets can inspire future themed tours, which can potentially focus on Savannah’s economy, the evolution of transportation in the city, and dark events, such as wars and slavery. Many of the assets on the north end of Bull Street are associated with Savannah’s economy and

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corridor proposal

HERITAGE TOURISTS

20% Sightseeing

20% Serendiptious38% of Savannah’s heritage tours cater to Casual Heritage Tourists

22% Inicidental

There are five categories of cultural tourists – purposeful, sightseeing, serendipitous, casual, and incidental. As shown in the chart below, the types of cultural tourists differ in the reasons why they visit a destination, the types of sites they visit, and the level of cultural engagement they experience. The level of experience is ranked from 1 to 5, with 1 representing a shallow cultural experience and 5 representing a deep cultural experience.

This heritage trail will attract primarily sightseeing, serendipitous, and casual cultural tourists. The three cultural tourists are the target consumers because they represent the majority of the types of tourists who visit Savannah, and most of the existing heritage tours also target this group. The majority of tourists who visit Savannah are motivated by the city’s cultural heritage. Although sightseeing tourists are a minority tourist type on the global level, they are a majority group in Savannah. Sightseeing tourists in Savannah visit to experience the city’s heritage, but do not desire as deep of a cultural experience as purposeful tourists. Most cultural tourists, on a global level, are serendipitous, casual, or incidental. All three tourists do not travel primarily for cultural heritage reasons, but serendipitous and casual tourists will visit heritage sites and participate in cultural activities.

Purposeful and incidental cultural tourists are not targeted tourist groups of Savannah’s heritage trail. Purposeful

cultural tourists represent a small segment of cultural tourists. They are more likely to visit a destination’s lesser-known assets in order to have a more immersive cultural experience. They tend to visit places, such as archeological sites, that are more specialized and academic. However, purposeful cultural tourists can take an existing specialized heritage tour, which would provide them with in-depth information and a richer cultural experience. Although incidental tourists represent the majority of cultural tourists, they are low consumers of cultural heritage

Cultural HeritagePurposeful

Primary Motive for Travel Type of Sites Visited Depth of Cultural Experience

Sightseeing

Serendiptious

Casual

Incidental

Cultural Heritage

Leisure, Fun

Leisure, Fun

Leisure, Fun

Fine Art Museums, High Culture, Art Galleries, Lesser-Known Cultural Sites

Icon Attractions, Visits a wider variety of sites

Conveniently-Located Cultural Sites, Is likely to visit a wide variety of sites

Festivals, Public Museums, Conveniently-Located Cultural Sites

Th eme Parks, Festivals, Large Publoc Art Galleries & Museums

5

4-3

4-2

2-1

1

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corridor proposal

products and assets. They typically do not travel for cultural reasons and are less likely to tour the heritage trail than other tourist groups.

The authentic experience and accurate information provided about each asset along the trail will appeal to sightseeing tourists. However, sightseeing tourists typically want a more immersive experience than serendipitous and casual cultural tourists. Tourists have the option to take an existing specialized heritage tour if they want more thorough information about an asset, or assets, and a deeper cultural experience. The centrality and accessibility of the Bull Street corridor appeal to serendipitous and casual tourists. Although both serendipitous and casual tourists do not travel primarily for cultural heritage reasons, both will visit heritage assets and participate in cultural activities if the assets are easily accessible. A serendipitous tourist has a higher likelihood of having more personal response and a deeper experience than a casual tourist. They are more likely to further explore Bull Street’s assets and take a more in-depth heritage tour.

HERITAGE TRAIL AS A RESOURCE

Savannah’s heritage trail can serve as a resource for existing heritage tours. In Boston, many private tour companies utilize the Freedom Trail. Some tours use the whole, or part, of the trail and provide tourists with more in-depth information on the sites. Other tours have created smaller heritage trails which branch from the Freedom Trail. Existing specialized heritage tours in Savannah can utilize the trail by providing a deeper analysis of different themes, such as African American heritage and architecture. Micro heritage trails can be formed, allowing tourists to travel to different areas of the city. More specialized heritage tours can attract other types of tourists, such as purposeful, that typically would not be interested in the heritage trail. This would be beneficial for both the tour company and the heritage trail proper. The Bull Street heritage trail is not meant to compete with existing heritage tours, but to serve as a free tool for them to utilize.

TOUR PROGRESSION

TOUR DELIVERY

The points of interest will not follow a chronological progression, but the information provided at each stop will. At each point of interest, a brief, but accurate, history will be given. The history will include the origins of the site, significant events that happened there, and its current use. It is important to inform visitors of all aspects of an asset’s history and not just highlight one specific period. By providing a chronological history of each stop, tourists will receive a better overview of the trail and its assets.

Savannah’s heritage trail will start from River Street, progress along Bull Street, and end at Forsyth Park. Having the tour progress in a linear fashion will allow tourists to get a sense of how Savannah developed andexperience the oldest and newest areas of the city.

The information given on the heritage trail can be delivered in a number of ways. A physical map can be easily obtained and would allow the heritage trail to be clearly followed. As on the map of Boston’s Freedom Trail, Savannah’s heritage trail map can have additional information about each stop. Another delivery option is a free cell phone app. Along with a map of the trail, the app can have historic images of Bull Street and its assets and audio stories from locals talking about the individual stops.

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FUTURE RECOMMENDATIONS

PHASE DEVELOPMENT

The establishment of a heritage trail in Savannah should provide visitors and residents with an opportunity to connect and engage with the history and culture of the city. In order to create a successful heritage trail, it is proposed that the trail be built in multiple phases. The initial phase of the heritage trail should be established along a pedestrian corridor with many existing cultural heritage assets. The Bull Street corridor has been selected as the best location for Phase I of the heritage trail. As previously demonstrated in Section 2, the Bull Street corridor has an abundance of historic resources and state-issued historic plaques. Noteworthy historic sites are located within close proximity of one another, and cover a wide range of historical themes. As a well-traveled pedestrian thoroughfare through the downtown Historic District, Bull Street would give the heritage trail an opportunity to utilize the street’s extant popularity to create awareness and branding of the trail during Phase I of the project.

Future phases of the heritage trail could branch off into different parts of Savannah. Bull Street’s central location within the Historic District will provide easy access to reach other parts of the city. Future corridors to consider expanding the heritage trail consist of:

-Martin Luther King Jr. Boulevard

-River and Bay Street

-Broughton Street

-The Canal District

26

HERITAGE MANAGEMENT PLAN

and conserve the cultural heritage assets . This will be the next phase for the cultural heritage trail project in Savannah. Metropolitan Planning Commission is the government agency that developed the idea of a cultural heritage trail. The next step is to include other agencies and heritage groups involved and interested in cultural heritage of Savannah. After establishing a group, collectively the issues that may develop from a cultural heritage trail can be assessed so that the legislation that needs review can be pinpointed.

PHASE THREE: involves formalizing the management plan, which leads to greater professionalism in how assets are identified, how their values are assessed, and how they are managed in the long term. It is often at this stage that universities begin to offer specialized heritage oriented courses . In this case Savannah College of Art and Design has offered a course that focuses on cultural heritage tourism. This report was compiled by students with directed interest in cultural heritage tourism in Savannah and has become a part of the cultural management process by developing a report for a heritage trail.

PHASE FOUR: refers to the emergence of stakeholder consultation. A common fault that often happens occurs during this phase is straying outside planning agencies to develop the plan further. Instead of involving outside agencies that are not local to the area, key stakeholders in the community must be consulted. Community concern is the main focus during this stage. The community needs to be involved and consulted before planning any further; this will ensure that no proposals will intrude on the community’s well-being and will in turn bolster communication and involvement.

PHASE FIVE: involves a review of the management plan to confirm that a broader societal good is served before execution of the plan is carried out. This involves making sure the management group and community is aware of the new understanding and responsibilities of having cultural heritage tourism in the community. Legislation should again be reviewed and revised to accommodate the new plans for cultural heritage tourism. This also includes raising greater awareness of the intangible heritage in the community.

POTENTIAL THEMES

Many different themes exist in Savannah’s heritage tourism. As mentioned in Section 4, some of the most prevalent themes include industry, transportation, slavery, war, and architecture. According to the study of historical markers, most of these themes are all present along the Bull Street corridor. However, future phases of the trail could have higher concentrations of under-represented themes. For example, slavery and African-American history are comparatively diminished in heritage tours of Savannah. These themes could be addressed along the Bull Street corridor with carriage houses and intersecting alleyways historically being used as spaces for slaves. However, a future phase with a focus on African-American history could extend from Bull Street and discuss slave auctions on Ellis square, Civil Rights history on Broughton Street, and the thriving African-American neighborhood and business corridor located along present-day Martin Luther King Jr. Boulevard. Extending a phase to the Canal District and River Street could likewise address themes of Industry and Transportation.

27

The main goal of a heritage management plan with cultural heritage tourism is to conserve a representative sample of tangible and intangible heritage for future generations. In order to accomplish this goal it is important to make conserved heritage accessible physically and intellectually for use, enjoyment, and education. The framework of efficient cultural heritage management can be broken down into five phases.

PHASE ONE: refers to inventory. Inventory in this case means accessing the growing community interest. Jurisdictions first become involved in the process of developing a heritage management plan when academics, community leaders, and politicians begin to recognize the value of heritage in their community and acknowledged to the need to conserve it. This also includes documenting what the cultural heritage assets. This report documents how many historical markers are in Savannah and what historical information the markers present, which aid in determining what cultural heritage assets are available. As well, this assessment shows how many and what kinds of stakeholders exist in Savannah.

PHASE TWO: is the development of initial legislation. This involves invoking some form of legislation to recognize

The purpose of conducting an exit survey of tourists for the Heritage Trail is to update and enhance existing historical information on non-resident visitors to Savannah. The survey will help improve annual estimates of visitation and expenditure as well as to update visitor characteristics. The Chamber of Commerce utilizes Longwood’s International Visitor Reports to collect data on the extent of visitors’ stay in Savannah, what activities visitors participate in, and how much visitors spend during the length of their stay in Savannah. The exit survey for the Heritage Trail should focus more on the visitor’s experience on the trail. Questions that focus on points of the trail visitor’s enjoyed or did not enjoy should be included, and questions on suggestions of how information can be better presented to non-resident visitors to Savannah. The survey should also provide insight into visitors’ motivations, attitudes, perceptions and opinions related to various aspects of the Heritage Trail.

EXIT ANALYSIS SURVEY

28

FUTURE RECOMMENDATIONS

29

APPENDIX

GLOSSARY

AUTHENTICITY: The appearance and experience of what is being perceived as being a true or genuine activity, item, or setting based on the cultural understanding of the observer.

CIVIC IDENTITY: The core cultural principles of a city that serve as a projection of what that city values and deems emblematic of their society, which in turn provide a basis for its social behavior in a wider context.

CULTURAL HERITAGE ASSETS: Everything from historic buildings to works of artistic expression that reflect different aspects of a culture. Sometimes, they are attractive to tourists or are used by a destination to attract tourists.

CULTURAL HERITAGE PRODUCT: The result of a transformation process that actualizes a cultural heritage asset’s potential by converting it into something that the tourist can understand more readily and enjoy.

GATEKEEPERS: Mediators that provide or limit access to information, sites and experiences by gathering information, processing it, and then retransmitting it either to other gatekeepers along the communication chain or directly to the tourist.

GLOCALIZATION: The practice of conducting business and/or delivering products according to both local and global considerations. Cultural tourism operates on the global scale by promoting the opportunity to experience the local.

INTANGIBLE HERITAGE: Heritage assets that are a culture's non-physical legacy. Special or local kinds of "soft" culture, such as stories, customs, knowledge and expertise, needed to make handicrafts, visual, and performing arts.

NUCLEAR MIX: The inter-promotion between separate cultural heritage attractions (nuclei) within a space of common accessibility that ensures generally pronounced benefit for all participating nuclei; providing particular growth for the already successful nuclei and better chance of survival for the more modestly attended nuclei.

OUTSTANDING UNIVERSAL VALUE (OUV): The esteemed worth derived from cultural heritage assets that are generally considered to be of the most remarkable places on earth; these assets are deemed exceptional from a global perspective, not just on a national or regional level.

REPRESENTATIVE SAMPLE: A broad selection of cultural heritage assets that attempts to best embody an area's cultural heritage and identity. This should include a mix of high style and iconic examples as well as more mundane examples that typify everyday life.

STAKEHOLDERS: Those people or groups who have a specific interest in or are likely to be affected by any changes to a heritage asset.

SUSTAINABLE CULTURAL TOURISM: The concept of shaping cultural tourism interpretations, presentations and experiences so that visitation aims to make only a positive impact on the environment, society and economy.

TANGIBLE HERITAGE: Physical manifestations of culture, which include buildings, archaeological sites, cultural landscapes, gardens, and all categories of moveable cultural property considered to be of cultural significance.

Types of Cultural Tourists: Purposeful: cultural tourism is the primary motive for visiting a destination and the individual has a deep cultural experience. Sightseeing: cultural tourism is a primary or major reason for visiting a destination, but the experience is more shallow. Serendipitous: a tourist who does not travel for cultural tourism reasons, but who, after participating, ends up having a deep cultural experinece. Casual: cultural tourism is a weak motive for visiting a destination and the resultant experience is shallow. Incidental: a tourist who does not travel for cultural tourism reasons, but who nonetheless participates in some activities and has a shallow experience.

30

SAVANNAH’S HERITAGE ASSETS

LOCATION - WARD NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

Abraham’s Home Touristic: Adapted Franklin

Chasseurs volontaires de Saint-Domingue Built: Non Touristic, Monument Franklin

First African Baptist Church Built: Non Touristic, Religious Franklin

Franklin Square Built: Non Touristic, Cultural Landscape Franklin

City Market Built: Non Touristic, Cultural Landscape, Dark Decker

Ellis Square

Freedman’s School Touristic: Adapted, Dark

Johnny Mercer Statue Built: Non Touristic, Monument

Montmollin Building Touristic: Adapted

Slave Market Site

Business District Built: Non Touristic, Touristic: Adapted Derby

Colonel William Bell Sundial

Christ Episcopal Church

Johnson Square

Johnson Square Business Center

Nathaniel Greene Monument

John Wesley Monument Reynolds

Lucas Theater

Old Pink House Restaurant

Oliver Sturgis House

Reynolds Square

Built: Non Touristic, Cultural Landscape, Dark

Built: Non Touristic, Cultural Landscape, Dark

Built: Non Touristic, Monument

Built: Non Touristic, Religious

Built: Non Touristic, Cultural Landscape

Decker

Decker

Decker

Decker

Decker

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted

Built: Non Touristic, Economic

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Creative Industries

Derby

Derby

Derby

Derby

Derby

Reynolds

Reynolds

Reynolds

Reynolds

31

NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

Chatham Artillery

Touristic: Adapted

Warren

John David Mongin House

Built: Non Touristic, Monument

Spencer Woodbridge House

Built: Non Touristic, Religious

Warren Square Built: Non Touristic, Cultural Landscape

Pirates House

Touristic

Washington

Seamen’s House

Washington Square

Touristic: Adapted

County Courthouse

Built: Non Touristic, Monument“Flame of Freedom” Sculpture

Touristic: Adapted

Liberty Square

Wetter House

Touristic: Adapted

Jepson Center for the Arts

Telfair Academy of Arts & Sciences

Telfair Square

Trinity United Methodist Church

Unitarian Universalist Church

Gordon Monument Percival

Juliette Gordon Low Birthplace

Lutheran Church of the Ascension

Old County Courthouse

St. Andrews Monument

Built: Non Touristic

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Monument

Built: Non Touristic, Religious

Built: Non Touristic, Cultural Landscape

Liberty

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted

Built: Non Touristic

Built: Non Touristic, Monument

Heathcote

Touristic: Adapted

Built: Non Touristic, Religious

Warren

Warren

Warren

Washington

Washington

Liberty

Liberty

Liberty

Heathcote

Heathcote

Heathcote

Heathcote

Percival

Percival

Percival

Percival

32

APPENDIX

LOCATION - WARD NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

Tomochichi’s Burial

Touristic: Adapted

Percival

Tomochichi Federal Building and United States Courthouse

Built: Non Touristic, Monument

Wright Square

Built: Non Touristic, Religious

Morovian Marker

Built: Non Touristic, Cultural Landscape

Anson

Nathaniel Greene Monument

Built: Non Touristic

Oglethorpe Square

Owens-Thomas House

Touristic: Adapted

Presidents’ Quarters Inn

Built: Non Touristic, Monument

Columbia Square

Touristic: AdaptedIsaiah Davenport House

Nobles Jones Fountain

William Kehoe House

Greene Monument

Greene Square

Green Palm Inn

Second African Baptist Church

German Memorial Fountain Jackson

Harper-Fowlkes House

Orleans Square

Chippewa Square

Confederate Bust

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Monument

Built: Non Touristic, Cultural Landscape

Columbia

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted

Built: Non Touristic, Monument

Built: Non Touristic, Monument Greene

Brown

Brown

Warren

Washington

Percival

Liberty

Heathcote

Warren

Warren

Warren

Washington

Washington

Liberty

Liberty

Liberty

Heathcote

Heathcote

Percival

Percival

Percival

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Percival

Percival

Anson

Anson

Anson

Anson

Columbia

Columbia

Columbia

Greene

Greene

Greene

Jackson

Jackson

33

NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

First Baptist Church

Touristic: Adapted

Brown

Independent Presbyterian Church

Built: Non Touristic, MonumentOglethorpe Monument

Built: Non Touristic, Religious

Philbrick-Eastman House

Built: Non Touristic, Cultural Landscape

Savannah Theater

Big Duke Bell

Beach Institute

Touristic: Adapted

Button Gwinnett Monument

Built: Non Touristic, Monument

Colonial Park Cemetery

Touristic: Adapted

Crawford Square

Jewish Cemetery Marker

Police Officers Monument

Francis Bartown House

Pulaski Square

Greene-Meldrim House

Jasper Monument

Madison Square

Old Savannah Volunteer Guards Armory

Pulaski Monument

Savannah Armory Cannons

Scottish Rite Temple

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Monument

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted, Creative Industries

Built: Non Touristic, Religious, Monument

Built: Non Touristic, Monument

Pulaski

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Touristic: Adapted

Crawford

Jasper

Built: Non Touristic, Religious

Built: Non Touristic, Monument

Built: Non Touristic, Religious

Brown

Brown

Brown

Brown

Brown

Crawford

Crawford

Crawford

Crawford

Crawford

Pulaski

Jasper

Jasper

Jasper

Jasper

Jasper

Jasper

34

APPENDIX

LOCATION - WARD NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

St. John’s Episcopal Church

Touristic: Adapted

Jasper

Sorrel-Weed House

Built: Non Touristic, Monument

Andrew Low House

Built: Non Touristic, Religious

Cathedral of St. John the Baptist

Built: Non Touristic, Cultural Landscape

Flannery O’Connor Childhood Home

Built: Non Touristic

Hamilton-Turner Inn

Lafayette Square

Seminquincentenary Fountain

Built: Non Touristic, Creative Industries

Armillery Sphere

Touristic: Adapted

Kennedy Row

McDonough Row Houses

Troup Square

Unitarian Universalist Church

Mother Matilda Beasley Home

Business District

Dunbar Theater

Ralph Mark Gilbert Civil Rights Museum

Star Theater

Chatham Square

Gordon Row

Comer House

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Cultural Landscape

Touristic, Extant Ethnic

Built: Non Touristic, Cultural Landscape

Troup

Touristic: Adapted

Touristic: Adapted

Built: Non Touristic, Monument

Chatham

Monterey

Touristic: Adapted

Lafayette

Bartow

Berrien

Chatham

Brown

Pulaski

Crawford

Jasper

Brown

Brown

Brown

Brown

Crawford

Crawford

Crawford

Crawford

Pulaski

Jasper

Jasper

Jasper

Jasper

Jasper

Jasper

Built: Non Touristic, Religious

Built: Non Touristic

Built: Non Touristic, Religious

Built: Non Touristic, Creative Industries

Built: Non Touristic

Built: Non Touristic

Jasper

Lafayette

Lafayette

Lafayette

Lafayette

Lafayette

Troup

Troup

Troup

Troup

Berrien

Berrien

Berrien

35

NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

Mercer-Williams House Touristic: Adapted Monterey

Monterey Square

Built: Non Touristic, Monument

Oglethorpe Club

Built: Non Touristic, Religious

Pulaski Monument

Built: Non Touristic, Cultural Landscape

Temple Mickve Israel

Built: Non TouristicUnited Way of the Coastal Empire

Calhoun Square

Massie Heritage Center

Wesley Monument United Methodist Church

Touristic: Adapted

First Congregational Church

Rose of Sharon Apartments

Whitefiled Square

King-Tisdell Cottage

Confederate Monument

Forsyth Fountain

Forsyth Park

Georgia Historical Society

Ships of the Sea Museum

Battlefield Park

Central of Georgia Railroad

Roundhouse Railroad Museum

Built: Non Touristic, Cultural Landscape

Built: Non Touristic, Cultural Landscape

Touristic: Adapted, Transport

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted

Built: Non Touristic, Monument

Davis

Cultural Landscape, Dark

Calhoun

Wesley

Forsyth

Middle Oglethorpe

Railroad

Built: Non Touristic, Religious

Built: Non Touristic

Built: Non Touristic, Religious

Built: Non Touristic

Built: Non Touristic

Built: Non Touristic, Monument

Touristic: Adapted, Transport

Monterey

Monterey

Monterey

Monterey

Monterey

Calhoun

Calhoun

Wesley

Wesley

Forsyth

Forsyth

Forsyth

Railroad

Railroad

36

APPENDIX

LOCATION - WARD NAME OF HERITAGE ASSET PRODUCT TYPE LOCATION - WARD

Savannah History Museum Touristic Railroad

Union Station

Built: Non Touristic, MonumentAfrican American Monument

Anchor Monument

Bacon Light Range

Built: Non TouristicCotton Exchange

Olympic Torch

Salzburger Monument

Savannah City Hall

Touristic: Adapted

Vietnam Veterans Memorial

Washington Guns

Waving Girl Monument

Old Fort Neighborhood

Trustees’ Garden

Old Waterworks

Railroad Bridges

Savannah-Ogeechee Canal

Stiles to Louisville/Commercial Buildings

Built: Non Touristic, Cultural Landscape

Touristic: Adapted

Touristic: Adapted, Transport

Built: Non Touristic, Monument

Trustees’ Garden

Railroad

New Franklin & Wharf Lots

Trustees’ Garden

Canal District

Built: Non Touristic

Monterey

Davis

Calhoun

Wesley

Forsyth

Middle Oglethorpe

Railroad

Monterey

Calhoun

Calhoun

Wesley

Wesley

Forsyth

Railroad

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic, Monument

Built: Non Touristic

Built: Non Touristic, Economic, Transport

Built: Non Touristic, Economic, Transport

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

New Franklin & Wharf Lots

Canal District

Canal District

Canal District

37

Existing Heritage Tours

TYPE OF TOURIST TOUR COMPANY TYPE OF TOUR CATEGORY TYPE OF TOURIST

Adventures in Savannah

Architectural Tours of Savannah, LLC

Blue Orb

Capturing Savannah

Carriage Tours of Savannah

Cobblestone

Dash Tours

Ghost Tour

Walking Tour

Midnight in the Garden of Good and Evil

Eco-Tour

River Tour

Carriage Tour

Standard Walking Tour

Uncensored Zombie Tour

City of the Dead Tour

Modern Haunting

Bonaventure Cemetery Tour

Squares of Luxury

Forsyth Park & Jones Street

The Colonial Walk

Public History Tour

Public Ghost Tour

Haunted History Tour

Haunted Pub Crawl

Colonial Park Cemetery

Day Clean Stories

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Creative Industries

Touristic: Adapted, Natural Heritage

Touristic: Adapted

Touristic: Adapted, Built: Non Touristic

Sightseeing, Serendipitous, Casual

Incidental

Casual, Incidental

Sightseeing, Serendipitous

Touristic: Adapted, Natural Heritage

Touristic: Adapted, Cultural Landscapes Casual, Incidental

Casual, Incidental

Casual, Incidental

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Incidental

Casual, Incidental

Casual, Incidental

Casual, Incidental

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Casual, Incidental

Casual, Incidental

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes, Extant Ethnic

Casual, Incidental

Casual, Incidental

Incidental

Casual, Incidental

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, CasualDay Clean Stories

38

APPENDIX

TOUR COMPANY TYPE OF TOUR CATEGORY TYPE OF TOURIST

Footprints of Savannah

Ghost Talk Ghost Walk

Grayline Tours

Hearse Ghost Tour

Noble Jones Tours

Old City Walks

Old Savannah Tours, Inc.

Historic Savannah Tours

The Savannah Ghost Experience

Regular Nightly Tours

Historic Savannah On/Off

Historic Savannah On/Off w/ Massie Heritage Center

Land and Sea Combo Tour

Evening Haunted Trolley Tour

Savannah Saunters

Civil War Tour

Deeper Into Midnight

Petals and Metal Garden Tour

Bill Thomson’s Authentic Savannah

Antebellum Architecture

Backstories & Scandals

The 1880s Victorian Experience

King Cotton & Slavery

Dueling in Savannah

Craft Beer/Historic Saloons

Starland Alt-Foodie Wal

Historic Overview Tour

Touristic: Adapted, Cultural Landscapes, Extant Ethnic

Sightseeing, Serendipitous, Casual

Casual, Incidental

Sightseeing, Serendipitous

Touristic: Adapted, Cultural Landscapes, Extant Ethnic, Dark

Casual, IncidentalTouristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Casual, IncidentalTouristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes, Dark

Touristic: Adapted, Creative Industries

Touristic: Adapted, Cultural Landscapes, Natural Heritage

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes, Economic, Dark

Touristic: Adapted, Cultural Landscapes

Touristic

Touristic

Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Casual, Incidental

Casual, Incidental

Savannah Bike Tours

Savannah Ghost Tours

39

TYPE OF TOURIST TOUR COMPANY TYPE OF TOUR CATEGORY TYPE OF TOURIST

Old Savannah Tours, Inc.

Old Town Trolley Tours of Savannah

Plantation Carriage Company

Private Walking Tours of Savannah

Historic On/Off Tour

Savannah Experience

Trolley Tales of Historic Haunt

Land and Sea Tour

Savannah GA Tours

Savannah Ghost Tours

Girl Scouts Tours

Paula Deen Tour

The City Stroll

War Between the States

Savannah Homes

Exploring Midnight in the Garden of Good and Evil

Haunted Savannah

Haunted Pub Crawl

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Creative Industries

Touristic

Touristic: Adapted

Touristic: Adapted, Creative Industries

Sightseeing, Serendipitous, Casual

Casual, Incidental

Touristic: Adapted, Natural Heritage

Touristic: Adapted, Cultural Landscapes

Casual, Incidental

Casual, Incidental

Casual, IncidentalTouristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes, Dark

Sightseeing, Serendipitous, Casual

Casual, Incidental

Casual, Incidental

Casual, Incidental

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Casual, IncidentalTouristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Remember Savannah Tour Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Savannah Bike Tours Touristic: Adapted, Cultural Landscapes

Sightseeing, Serendipitous, Casual

Savannah Ghost Tours

Grave Tales Ghost Tour

Beyond Good and Evil

Dead of Night Ghost Tour

Ghost City Haunted Pub

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Casual, Incidental

Casual, Incidental

Casual, Incidental

Casual, Incidental

40

APPENDIX

TOUR COMPANY TYPE OF TOUR CATEGORY TYPE OF TOURIST

Savannah Ghost Tours

Savannah Ghost Show

Savannah Movie Tours

Ghost Walks by Gaslight

Ghost Walks and Grave Matters

“Bizarre Savannah”

Walking Savannah Squared

Civil War

Foody Tours

Movie Tour

Black History - Savannah

Harbor Sightseeing Cruise

The All Things Savannah Tour

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Extant Ethnic, Dark

Touristic

Touristic: Adapted

Sightseeing, Serendipitous, Casual

Casual, Incidental

Touristic: Adapted, Cultural Landscapes Casual, Incidental

Casual, Incidental

Casual, Incidental

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes, Dark

Sightseeing, Serendipitous, Casual

Casual, Incidental

Casual, Incidental

Casual, Incidental

Casual, Incidental

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Sightseeing, Serendipitous, Casual

Savannah Riverboat Cruises

Sightseeing, Serendipitous, Casual

Savannah Sidewalk Tours

Casual, Incidental

Casual, Incidental

Casual, Incidental

Casual, Incidental

Touristic

Savannah Slow Ride

Savvy Savannah Tours

The Just Around Midnight Tour

Savannah’s Historical Stories of the South

Boos Cruise: Exploring Savannah’s Haunted Past

Pedaling Through Oglethorpe’s Plan

“Holy Savannah” Church Crawl

Savannah Shaken

Savannah Suds

Savor Savannah

Scenes of Savannah Past

Savannah Cinema

Spectres of Savannah

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Touristic

Touristic

Touristic

Touristic

Touristic: Adapted, Cultural Landscapes

Touristic: Adapted, Cultural Landscapes

Casual, Incidental

Casual, Incidental

Casual, Incidental

41

TYPE OF TOURIST TOUR COMPANY TYPE OF TOUR CATEGORY TYPE OF TOURIST

Casual, Incidental

Casual, Incidental

Casual, Incidental

Sightseeing, Serendipitous, Casual

Casual, Incidental

Casual, Incidental

Casual, Incidental

Casual, Incidental

Segway of Savannah

Savannah Rambles

Savvy Savannah Tours

Casual, Incidental

Casual, Incidental

Casual, Incidental

Spiritual Savannah

Historial Square Stroll

Bonaventure Cemetery

Savannah History Stroll

Savannah Ghost Stroll

42

APPENDIX

BIBLIOGRAPHY

Australia ICOMOS. The Burra Charter: The Australia ICOMOS Charter for the Conservation of Places of Cultural Significance. 1999.

Charleston, SC – Official Site. “History of City.” Charleston, South Carolina. Accessed 18 April 2015. http://www.charleston-sc.gov/index.aspx?nid=110.

Charleston, SC – Official Site. “Tourism Management Plan Update.” Charleston, South Carolina. Accessed 18 April 2015. http://www.charleston-sc.gov/index.aspx?NID=1171.

Destination SA Update 2011: Strategic Vision for Visitor Industry Growth in San Antonio (San Antonio: Conventions Sports & Leisure, 2012).

du Cros, Hilary and Bob Kercher. Cultural Tourism. 2nd ed. New York: Routledge, 2015.

“Explore Georgia’s Historical Markers.” Georgia Historical Society. Accessed April 22, 2015.http://www.georgiahistory.com/education-outreach/historical-markers/market-index.com

“Explore Louisiana’s African-American Heritage Trail,” Louisiana Travel, accessed April 23, 2015, http://www.louisianatravel.com/blog/explore-louisianas-african-american-heritage-trail.

The Freedom Trail Foundation. Accessed April 17, 2015. http://www.thefreedomtrail.org.

“Frequently Asked Questions.” San Franciscio City Guides. Accessed April 18, 2015. http://www.sfcityguides.org/faqs.html.

Goode-Walker, Vaughnette. Interview by author. Savannah, GA. 22 April 2015.

ICOMOS. International Cultural Tourism Charter: Managing Tourism at Places of Heritage Significance. 1999.

ICOMOS. The ICOMOS Charter for the Interpretation and Presentation of Cultural Heritage Sites. 2008.

Longwoods Travel USA. “Longwoods International Savannah 2013 Visitor Report.” May 2014.

Massachusetts 2014 Annual Report (Massachusetts: Massachusetts Office of Travel and Tourism, 2015).

National Geographic. "Historic Places Rated: North America." National Geographic Traveler. Published Nov./Dec. 2008. Accessed 18 April 2015. http://traveler.nationalgeographic.com/2008/11/historic-destinations-rated/list-text.

National Park Service. Components of a Successful National Heritage Area Management Plan. August 2007.

National Trust for Historic Preservation. Heritage Tourism Assessment & Recommendations for St. Augustine, Florida. July 10, 2003. http://www.staugustinegovernment.com/the-city/featured-stories-archive/7_03?ht_study.pdf.

“San Antonio, TX.” Texas State Historical Association. Accessed April 19, 2015. http://www.tshaonline.com.

http://www.savannahchamber.com/for-members/member-directory.

http://savannahnow.com/stories/100100/LOCneigcontacts.shtml#.VVCln2MbjwM.

http://savannahga.gov/

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UNESCO. "City of Bath." World Heritage List. Accessed 19 April 2015. http://whc.unesco.org/en/list/428.

UNESCO. UNESCO World Heritage and Sustainable Tourism Programme: Action Plan. 2013.

United States. National Park Service. “French Quarter Visitor Center.” April 19, 2015. Accessed April 20, 2015. http://www.nps.gov/jela/french-quarter-site.html.

visitBath. "BTP and Tourism Industry." Information Sheets. Accessed 19 April 2015. http://visitbath.co.uk/plan-your-visit/in-the-media/information-sheets/BTP-and-tourism-industry.

visitBath. "Jane Austen's Bath." Discover Jane Austen's Bath. Accessed 19 April 2015. http://channels.visitbath.co.uk/janeausten.

Visit Charleston, SC. "Tours." What to See & Do. Accessed 18 April 2015. http://www.charlestoncvb.com/visitors/tripplanner/what_to_see_do~3/tours~32/.

http://www.willmingtonandbeaches.com/

Yeung, Bernice. “Barbary Trail - A Walk on Wild Side.” San Francisco Examiner. May 8, 1998.