2011 Scenic Byway Awards Recognition And Inspiration For Better Byways Minneapolis, Minnesota As the National Scenic Byway Program approaches its twentieth anniversary, the byway community continues to achieve tremendous success in protecting, preserving and promoting the archaeological, cultural, historical, natural, recreational and scenic treasures along designated routes. New projects every year add to the positive momentum. The America's Byways Resource Center and the Federal Highway Administration (FHWA), in cooperation with the American Association of State Highway Transportation Officials (AASHTO), are proud to sponsor the 2011 Scenic Byway Awards to recognize eight truly outstanding projects that can serve as inspiration for building better bywaysÑbetter sustainability, better stewardship, better visitor experiences, better communities. An expert review panel considered many worthy nominations and made recommendations based on four primary criteria: * Community involvement and public outreach * Partnerships * Advancing the goals of the byway's corridor management plan * Innovation In addition to recognizing model projects, we honor one outstanding byway leader for accomplishments, dedication and vision. The grassroots basis of the National Scenic Byways Program relies on passionate and committed byway leaders, and we're grateful for all of their contributions. Congratulations to the 2011 Scenic Byway Awards Winners! Michelle Johnson Director America's Byways Resource Center John Horsley Executive Director American Association of State Highway and Transportation Officials Victor M. Mendez Administrator U.S. Department of Transportation Ð Federal Highway Administration Table Of Contents Introduction....... 2 Category: Built Project.......4 Project: Potosi Brewery Complex Byway: Great River Road National Scenic Byway State: Wisconsin Category: Resource Protection.......5 Project: Environmental Education Fair Byway: A1A Scenic And Historic Coastal Byway State: Florida Category: Visitor Experience.......6 Project: Moose Pond Byway Improvements Byway: Flaming Gorge - Uintas National Scenic Byway State: Utah Category: Interpretation.......7 Project: Interpretive Gazebos And Murals Byway: Lincoln Highway National Scenic Byway State: Illinois Category: Interpretation.......8 Project: Illuminate Woodward: The Tribute Project Byway: Woodward Avenue All-American Road State: Michigan Category: Planning.......9 Project: Tennessee River Trail Scenic Byway Corridor Management Plan Byway: Tennessee River Trail Scenic Byway State: Tennessee Category: Planning.......10 Project: Journey Through Hallowed Ground Corridor Management Plan Byway: Journey Through Hallowed Ground National Scenic Byway State: Maryland, Pennsylvania, Virginia Category: Marketing.......11 Project: Top 10 Scenic Drives In The Northern Rockies Byways: Beartooth Highway All-American Road, Circle the Continental Divide Driving Tour, Hells Canyon All-American Road, Hot Springs Circle Tour, International Selkirk Loop All-American Road, Montana Scenic Loop, Northwest Passage Scenic Byway All-American Road, Salmon River-Sawtooth Scenic Byways, Waterton-Glacier International Peace Park Loop, Yellowstone-Grand Teton Loop; Connecting National Historic Trails: David Thompson Historic Route, Lewis and Clark National Historic Trail, Nez Perce National Historic Trail, Oregon National Historic Trail States: Idaho, Montana, Wyoming, Oregon, Washington Provinces: Alberta, British Columbia Category: Leadership.......12 Recipient: Dr. Emilyn Sheffield Byways: National Forest and California State Scenic Byways State: California Honorable Mentions.......13 Acknowledgments.......14 Sponsors.......14 Built Project Potosi Brewery Complex Great River Road National Scenic Byway Wisconsin Restoration Celebrates The Past And Builds For The Future The Potosi Brewery opened in 1852 and prospered for 120 years in its small, river town. The doors closed in 1972, and the building fell into disrepair. Beyond saving this National Historic Register property from demolition, the Great River Road National Scenic Byway worked with the town's leaders, the Wisconsin Mississippi River Parkway Commission and the Wisconsin Scenic Byways Program to restore the building, reconnect the community to a part of its heritage and create a tourist destination featuring the Great River Road National Scenic Byway. The partners combined multiple financial resources, including private donations from more than 400 people (the town's population is only 700!) to develop the multifunctional facility. Today, the Potosi Brewery Complex houses a microbrewery, restaurant, gift shop, Potosi Brewery Transportation Museum, Great River Road Interpretive Center, National Brewery Museum and its research library, and community meeting room. After retiring the project's debt, net proceeds from the restaurant, micro brews and gift shop will be donated to regional economic development or other philanthropic efforts. An endowment fund will also support the facility's long-term sustainability. Resource Protection Environmental Education Fair A1A Scenic And Historic Coastal Byway Florida Unique Community Event Fosters Resource Appreciation Inspired by a program for community-based beach cleanups along the byway, the Friends of A1A Scenic and Historic Coastal Byway planned and implemented the Environmental Education Fair to help build appreciation of the byway's resources and foster resource stewardship. The May 2010 event attracted more than 500 people, received positive news media coverage and engaged like-minded organizations to work together. Interactive learning activities included lectures, beach cleanups, kayak tours and nature exhibits. The Environmental Education Fair also featured a unique aerial art component to focus attention on the corridor's beauty and emphasize the need for ocean conservation and coastal preservation. The event has successfully strengthened networking, partnerships and communication among environmental organizations and local citizens. Visitors, too, have gained a greater understanding of the byway's resources. The Friends of A1A Scenic and Historic Coastal Byway intends to annually host the event as part of its mission to preserve, protect and enhance resources along this beautiful 72-mile coastal corridor in northeast Florida. Visitor Experience Moose Pond Byway Improvements Flaming Gorge - Uintas National Scenic Byway Utah Safe And Accessible Waterfront Welcomes Visitors One of the most popular scenic stops along the Flaming Gorge Ð Uintas National Scenic Byway, Moose Pond invites visitors to step out of their vehicles to see, feel, smell, hear and touch components of the byway's theme, "Wildlife Through the Ages." But, in the past, visitors lacked a safe and accessible route to the water. Some people even took the risk of walking along the road to reach the deeper fishing holes. To improve visitor safety, accessibility and enhance the overall recreation experience at the Moose Pond site, the project created an elevated nature trail built into and around the pond, away from the road. New barrier-free fishing points at the water's edge, interpretive signs describing the roles of wildlife through the ages and accessible picnic areas combined to offer a unique visitor waterfront experience for fishing, viewing wildlife and enjoying the scenery. This showcase facility tapped the strength of more than a dozen partnerships and widespread support from stakeholders and community membersÑmany of whom pitched in during several volunteer workdays. A sense of individual ownership and pride helped to make the Moose Pond project a successful endeavor. Interpretation Interpretive Gazebos And Murals Lincoln Highway National Scenic Byway Illinois Public Works Of Art Share The Byway Story The Illinois Lincoln Highway Coalition's (ILHC) Interpretive Master Plan provided the catalyst for a series of interpretive gazebos and murals to visually communicate the significance and history of this famed byway and enhance its contemporary visitor experience. Implementing this multi-site plan along the 179-mile Illinois Lincoln Highway corridor was a collaborative effort by local historians, civic leaders, vendors, talented artists and the ILHC. For example, the City of Dixon provided a construction engineer and helped oversee the gazebo construction. Each community assisted with its portion of the project, as well. Today, these attractive gazebos and murals create strong connections for the traveler, highlighting the historic Lincoln Highway stories, events and community associations. Every gazebo displays four interpretive panels with vintage graphics or photographs and narratives of the highway's history and connection to the specific community. The corresponding hand-painted mural, rendered with exceptional detail, depicts an individual story, event or place from the history of the early highway. These large-scale works of public art successfully engage visitors and relate the importance of the Lincoln Highway while enhancing community tourism. Interpretation Illuminate Woodward: The Tribute Project Woodward Avenue All-American Road Michigan Innovative Beacons Showcase Artistic Interpretation A traditional wayfinding program didn't quite fit the geographically straight, 27-mile Woodward Avenue All-American Road. Instead, a bold, high-impact interpretive signage program created the "wow factor" byway leaders sought. A series of cylindrical glass and concrete beacons, called "Tributes," were designed to celebrate Woodward Avenue and depict the byway's themes and stories. Each Tribute stands thirty feet tall and measures six feet in diameter. Solar-powered LED lights illuminate the structure, integrating sustainable technology while ensuring economic efficiency. Additionally, the Tributes are equipped with technology to house an audio chip, enabling users to have access to free, downloadable audio tours. Through creative imagery, these innovative interpretive landmarks share the byway's stories and showcase points of interest, such as the Ford Highland Park Building, Detroit Zoo, Cranbrook sculptures and historic Fox Theatre. Each has thematic relevance as well, such as the transportation-based Tribute in the City of Pontiac. Through the Tributes, byway travelers can gain a broader understanding of the area's heritage and importance to the nation. For many, the Tributes stand as beacons to an extraordinary visitor experience. Planning Tennessee River Trail Scenic Byway Corridor Management Plan Tennessee River Trail Scenic Byway Tennessee Plan Links Rural Communities For Collaborative Success Tennessee River Trails Association, working with a consultant team, developed the Tennessee River Trail Scenic Byway Corridor Management Plan (CMP) as a tool for regional economic development through tourism. The CMP focused on increasing recreation and tourism by creating the byway trail, based on an existing roadway network, to link the rural communities across nine counties. The CMP team asked mayors from each county to sit on the project's executive committee. Meetings were held in each county during the process, too, allowing the hosts to showcase their intrinsic resources and take leadership roles. Citizens and other stakeholders shared insights to issues and discussed local initiatives at more than twenty meetings. Based on stakeholder input, the CMP team mapped, photographed, cataloged and documented 134 regional resource sites. An innovative two- part ranking system helped determined each site's visitor appeal. The CMP set goals and action items, incorporating FHWA's Six Livability Principles. Also, a locally structured marketing strategy presented the region as a unified tourist destination through resources such as maps, posters and an audio CD. The project has helped to knit these rural and strongly independent communities together for their long-term sustainability. Planning Journey Through Hallowed Ground Corridor Management Plan Journey Through Hallowed Ground National Scenic Byway Maryland, Pennsylvania, Virginia Results-Based Plan Effectively Guides Multi-State Byway The 180-mile corridor from Gettysburg to Monticello in the Journey Through Hallowed Ground (JTHG) National Heritage Area is "Where America Happened." This historically significant route crosses three states, nine counties and numerous localitiesÑposing a challenge to involving a wide range of stakeholders in the JTHG Corridor Management Plan (CMP) development process. An advisory committee representing the stakeholders proved to be an effective part of the solution. The committee established the byway's vision and goals and worked to create a CMP that outlined the steps to achieve the goals, responsible parties and potential funding sources. In addition, the advisory committee invited each community along the corridor to provide information about current projects and programs for the CMP. These were shared as "best practices" among the corridor's stakeholders. The completed CMP presented the land-use analyses that helped to determine priority conservation areas associated with historic sites, and it outlined strategies for interpreting and telling the area's stories. The CMP also advocated context-sensitive solutions for maintaining and enhancing the unique character of the route and its communities. Importantly, the CMP's results-based framework clarified the organizational structure to ensure the byway's long-term stewardship. Marketing Top 10 Scenic Drives In The Northern Rockies Beartooth Highway All-American Road, Circle the Continental Divide Driving Tour, Hells Canyon All-American Road, Hot Springs Circle Tour, International Selkirk Loop All-American Road, Montana Scenic Loop, Northwest Passage Scenic Byway All-American Road, Salmon River-Sawtooth Scenic Byways, Waterton-Glacier International Peace Park Loop, Yellowstone-Grand Teton Loop; Connecting National Historic Trails: David Thompson Historic Route, Lewis and Clark National Historic Trail, Nez Perce National Historic Trail, Oregon National Historic Trail Idaho, Montana, Wyoming, Oregon, Washington, Alberta, British Columbia Cooperative Marketing Effort Promotes Sustainable Tourism The "Top 10 Scenic Drives in the Northern Rockies" project successfully brought together ten byways and four National Historic Trails in an innovative multi-jurisdictional marketing effort that also benefited adjacent national parks and lesser-known byways. A primary objective focused on increasing visits, especially in the off-season, by driving website traffic to Top 10 partners, building brand awareness and leveraging the partners' public relations and advertising efforts. A unified branding and messaging platform presented the area as a single destination for travelers but emphasized the distinctive qualities found in the five-state, two-province region. Two marketing firms assisted in developing a memorable logo and useful website, www.drivethetop10.com, which offered one-stop travel planning tools. In less than a year, web traffic at the site reached 11,000 unique monthly visitors and 30,000 monthly page views. The project also included creating, printing and distributing more than 100,000 maps for touring the Northern Rockies. With a steering committee of more than forty members, this cooperative marketing approach continues to promote sustainable tourism among byway travelers. Leadership Dr. Emilyn Sheffield National Forest And California State Scenic Byways California Inspiring Partnerships For A Sustainable Future A National Forest Scenic Byway Program leader since 1994, Dr. Emilyn Sheffield has helped to forge new partnerships, enhance visitor experiences, market scenic byways and fortify sustainable tourism and recreation efforts. She is well versed in the changing demographics of the U.S. population and has developed innovative strategies for determining the critical roles scenic byways can play in these shifts. Emilyn is the coauthor of the document, "Strategic Marketing Plan for Northern California Tourism and Outdoor Recreation," a precursor to her interactive workshop series that she created to help byways develop corridor management plans (CMPs). The USDA Forest Service has used her workshops to successfully complete CMPs for four byways, including Ebbetts Pass, Angeles Crest, Carson Pass and the Yuba Donner (Yuba River segment) Scenic Byways. Emilyn wrote the CMP marketing plans for these byways and assisted with logo development. A longtime champion of the National Forest Scenic Byway Program, Emilyn continues to advance its principles and to convey the value of scenic byways in America's portfolio of recreation and tourism assets. Dr. Emilyn Sheffield, Professor, Department of Recreation and Parks Management at California State University Chico Honorable Mentions More Hallmarks Of Success In The Byway Community Creole Nature Trail Handheld "Tour Guide" Creole Nature Trail All-American Road Louisiana The "Tour Guide" provides a comprehensive tour of the unique culture, history and ecology of the Creole Nature Trail All-American Road. The content of the tour is accessed by using GPS Ranger units at the Creole Visitor's Center or by downloading a free application available for iPhones or Android SmartPhones. The tour is available in English, French, Spanish, German and close-captioned in English for hearing-challenged visitors. Cultural Resources Study Of The Loess Hills Loess Hills National Scenic Byway Iowa A Cultural Resources Study was completed in 2010 by the University of Iowa's Office of the State Archaeologist for the Loess Hills region in western Iowa. The results of the study established national significance of two cultures known to have resided in the Loess Hills between 900 and 1200 A.D. - the Mill Creek and Glenwood Cultures. These two very differently expressed ancestral cultures provide an unparalleled opportunity for visitors to explore 300 years of cultural diversity in this unique natural landscape. White Pass Scenic Byway Extension Corridor Management Plan White Pass National Scenic Byway Washington The White Pass Scenic Byway Extension Corridor Management Plan (CMP) developed a foundation of byway sustainability for this recently designated National Scenic Byway (2009). The CMP focuses on building partnerships among various agencies and jurisdictions, engaging community and stakeholder input and developing a strategy emphasizing a unique visitor experience. Acknowledgments Special thanks to the members of the competition review panel for sharing their considerable expertise to help select the 2011 Byway Award recipients. Derrick Crandall, American Recreation Coalition Jennifer Getz, National Park Service Robin Gyorgyfalvy, USDA Forest Service Janet Oakley, American Association of State Highway Transportation Officials Allen Rasmussen, Arrowhead Regional Development Commission Kevin Stankiewicz, North Dakota Parks and Recreation Pam Ternes, Native American Scenic Byway Sponsors America's Byways Resource Center www.bywaysresourcecenter.org Byway leaders, local groups, volunteers, organizations and state and tribal coordinators responsible for the planning and marketing involved with nationally designated byways look to the America's Byways Resource Center for the training, information and expertise that pave the way to better byways. AASHTO www.transportation.org The American Association of State Highway and Transportation Officials is the voice for transportation and catalyst for organizational and technical excellence, advocating for transportation-related policies and supporting state efforts to efficiently and safely move people and goods. FHWA Ð National Scenic Byways Program www.bywaysonline.org The Federal Highway Administration leads and manages the National Scenic Byways Program, which supports a grass-roots collaborative effort established to help recognize, preserve and enhance selected roads throughout the United States. Back Cover: America's Byways Resource Center 394 Lake Avenue South, Suite 600 Duluth, MN 55802 Toll-Free Number: 866-974-6403 www.BywaysResourceCenter.org America's Byways Resource Center is a division of the Arrowhead Regional Development Commission (ARDC) in partnership with the Federal Highway Administration (FHWA). This material is based upon work supported by the Federal Highway Administration and Arrowhead Regional Development Commission under cooperative agreement No. DTFH61-08-H-00007. Any opinions, findings, and conclusions or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the Federal Highway Administration and/or Arrowhead Regional Development Commission. The Arrowhead Regional Development Commission is an equal opportunity employer. Printed on 100% post-consumer waste.