NOVEMBER/DECEMBER 2004 What's Inside: Roadside Reflections . . . . 2 Nebraska’s Junk Jaunt . . .2 Capital Corner . . . . . . . . .3 Off The Shelf . . . . . . . . . .5 Five Years Later: Results of the Scenic Conservation Pilot Workshops . . . . . . . .6 Media-Ready Photos . . . . .9 Driving the Byways . . . .10 Tips for Hosting Media and Developing FAM Tours . . . . . . . . . . . .11 Calendar . . . . . . . . . . . . .12 Published in cooperation with the Federal Highway Administration by: America’s BywaysTM Arrowhead Regional Development Commission 227 West First Street Suite 610 Duluth, MN 55802 1-800-4BYWAYS, Ext. 5 FUNDRAISING IT'S ABOUT MORE THAN JUST THE MONEY Fundraising comes in all forms. Most people probably visualize the government grants program as the most tangible form of raising funds. As important as grants are, however, fundraising can and needs to be much more multifaceted. Other forms of fundraising include events, memberships, donation drives, foundation grants, endowments, taxes, bequests and merchandise sales. Each form of fundraising offers non-tangible benefits not offered by grants. The intent of this article is not to give a “how-to” on various fundraising techniques. The America’s Byways Resource Center can point you in the right direction if that is needed. Also, previous Vistas articles have studied that topic in-depth. Several outside sources can also give you a systematic approach to the difficult task of asking for support, and the Resource Center can also lead you toward those sources. The ultimate aim is of this article, instead, is to help you honestly assess if your organization is fundraising for the right reasons. BOX: Events, Grants, $, Donations, Drives, Taxes A scene in the 1996 hit movie Jerry Maguire epitomizes the fundraising approach of many organizations. In that scene, Rod Tidwell, a talented yet headstrong pro football player, demands from his agent, Jerry Maguire, “Show me the money!” Undoubtedly the byway world is different than the world in Jerry Maguire. Money is not the only reason to pursue an assertive and broad-based fundraising program. Or is it? Ask yourselft "What does my byway really need to ensure its long-term sustainability?" The easy answer would seem to be a dependable cash flow allowing every dream project to be realized. Money. Wouldn’t your organization be sustainable if a stable and bountiful cash flow magically appeared and you no longer had to raise funds? The answer is not so simple! Kim Klein, a world-renowned authority on nonprofit organizational fundraising has written several how-to books describing her successful techniques. In her book Fundraising for the Long Haul (Jersey-Bass, 2000), she outlines both philosophical and practical reasons to fundraise. Here are her philosophical reasons to pursue a broad-based fundraising and donation program: • We wish to be mission driven. • We wish to belong to the community we serve. • Financial support from a wide variety of sources is one test of validity for our work. • A broad base of donors is the most fiscally responsible and prudent way to finance organizations. • A broad base of donors furthers educational, organizational and advocacy goals. The very act of volunteer-based fundraising re-affirms your organizational goals, and more importantly, it strengthens the very community in which you are fundraising. By assertively asking for people’s assistance, you show the world that you believe in this cause. Before venturing into a broad-based fundraising strategy, your organization needs to have a few things in order. Cover the legal aspects of raising money. Determine if you need legal designation and understand the requirements, responsibilities and benefits associated with becoming a true nonprofit or for-profit entity. Do you really need money? Some organizations, albeit a few, might already have that magical cash flow. Klein’s book goes on to give examples of organizations that should not embark on a broad- based fundraising and donation program. Two of these are especially important in the byway world, and you should also look inwardly and ask yourselves if you fit into one of these categories: • Groups that are built around one person. • Groups that make most of their money from fees for service or government entitlements. An organization built around one person obviously is not a sustainable organization. Furthermore, some byways belong to a larger government entity where fundraising may not be necessary or allowed. If your byway organization fits one of these molds, re-examine your efforts. If you fundraise for the “right” reasons, remember the important non-monetary benefits. Fundraising events such as community auctions have the benefit of raising awareness of your byway. When you form memberships, you gain people that have vested reasons to make sure the organization succeeds. When you ask for donations, you are showing that your organization truly has a need and that the community should play a part in filling it. When you obtain a special tax, you have formed a new partnership with a community. Also, never forget: money is not the only thing you can raise. Exceptional fundraising organizations collaborate and leverage within the communities they serve, further spreading the buy-in needed for success. In some ways, however, byway organizations are at a competitive disadvantage when it comes to fundraising. Compare your byway’s fundraising efforts to that of a local school, a charity, or an organization working towards curing diseases. When your neighbor’s children come to your door asking for contributions to their school-based activity, it might be difficult to refuse. Likewise, during the annual United Way drive or the American Cancer Society events, something tugs at your heart and you think, “This is a group I need to support.” But when your byway hat is on and you are the one asking for donations, the situation is much more complicated. Many members of your community may not understand the byway’s role and the benefits it brings back to the community. They may not even agree that the byway is an essential part of your community. Effectively communicating your compelling story will get your efforts off to a promising start. That is where the difficult, yet rewarding, part begins. It might lead you to a scenario like this: A community member approaches you in a local coffee shop and congratulates you on a successful byway project. At that moment, you know you are fundraising for the right reasons. You have received not only pleasant feelings, but also validity and reassurance that your hard work has paid off. As you set your annual and long-term fundraising goals and strategies, remember that if you do indeed fundraise, do it for the right reasons. Above all, remember that it is truly about so much more than just the money. BOX: Take time to answer some very important questions upfront, before anyone in your organization asks the community for support: 1. Will fundraising actually help make our organization’s vision a reality? 2. Is fundraising aiding our efforts to become a true steward of the byway’s resources? 3. Do we have an annual fundraising plan outlining monetary goals,contingencies and strategies in both a broad funding sense but also in a project-specific sense? 4. Can every member of our fundraising team deliver the byway’s compelling story comfortably and immediately? If you cannot answer “yes” to each of these questions, seriously contemplate if you are ready for a multi-faceted fundraising program. You must fundraise for the right reasons, and if those reasons do not mesh with the organization’s goals and values, your efforts are neither ethical nor productive. BOX: If you fundraise for the “right” reasons, remember the important non-monetary benefits. Fundraising events such as community auctions have the benefit of raising awareness of your byway. ROADSIDE REFLECTIONS by Henry Hanka, Director, America’s BywaysTM Resource Center PHOTO: Henry Hanka, Director, America’s BywaysTM Resource Center Editor’s Note: Our Director was invited to travel to Hokkaido, Japan to offer insight and inspiration to government planners and other regional organizations as they develop a scenic byway program. A visit to the National Scenic Byway Program Web site nearly three years ago has developed into a new scenic byways program for Hokkaido, the northernmost of the four main islands of Japan. In 2003, a delegation of planners and government officials from Hokkaido attended the National Scenic Byways Conference in Albuquerque, traveled several of America’s Byways, and visited the America’s Byways Resource Center. Former Program Director Shana Baker traveled to Hokkaido in the summer of 2003 and I, too, was recently invited for an information exchange as Japan’s new scenic byways program begins to take shape. The Japanese Federal Government granted the Hokkaido Development Engineering Center (HDEC) a two-year contract to initiate and establish a pilot program of byways on the island. Using the U.S. National Scenic Byways Program and America’s Byways Resource Center as models, they set out to develop a scenic byways program for this region of northern Japan by gathering input, suggesting routes and fostering local support. HDEC representatives met with local officials, prepared strategic plans and developed two routes. Visitor brochures are now available, and they also produce a scenic byways newsletter. Hokkaido’s two distinct routes highlight the scenic characteristics of the island: mountains, rivers and forested areas. The routes wind their way through mountain passes with scenic views while passing small towns and resort areas. The island of Hokkaido is rich in culture, scenery and recreational opportunities. Because of its undeveloped natural areas and seasonal weather, Hokkaido hosted the 1972 Winter Olympics and is also a destination for outdoor enthusiasts such as skiers, snowboarders, hikers, cyclists and campers. During my brief visit to Hokkaido, I met with several volunteer groups beginning to form organi- zations and preparing for visitors. Roadside rest stops are under way with descriptive panels and visitor amenities. I visited a new byway interpretive center developed from an unused building along the route that is staffed by local volunteers. IMAGE: Map of Japan The byway success story that is forming in Hokkaido is impressive, and I was pleased to see firsthand how influential our program has been on the new Japanese scenic byways program. They envision developing a relationship with the National Scenic Byways Program and can see the day when we have formal international exchanges between U.S. and Japanese byways. We look forward to a fruitful relationship with our Hokkaido counterparts and wish them the best of luck on their journey. NEBRASKA'S JUNK JAUNT In September 24–26, the Loup Rivers Scenic Byway (Highways 11 & 91) and Sandhills Journey Byway (Highway 2) coordinated a 220-mile flea market called “Nebraska’s Junk Jaunt.” Vendors along the route included antique dealers, garage sales, salvage yard operators, used car sales, eating establishments, craft stores, businesses and entertainers. The Junk Jaunt involved 26 communities in eight Central Nebraska counties. Attendance for the first-ever Junk Jaunt was estimated at about 15,000 to 20,000 people, which exceeded all expectations. Junk Jaunt program books were printed and distributed along the route. The books provided an opportunity for area businesses to advertise their products, vendors to promote their locations, and the Junk Jaunt committee to obtain feedback from participants in the event. Planning for the first annual event began in April of this year to bring tourists into Central Nebraska. The presence of the two Nebraska Scenic Byways gave the group a vehicle to promote the beautiful scenery, vibrant communities and recreational opportunities. PHOTO: A gentleman entertains participants of the Junk Jaunt along the main street of Brewster, Nebraska. Dedicated volunteers and the Loup Basin RC&D resources made the event a success. The Second Annual Nebraska’s Junk Jaunt will be held September 23–25, 2005. PHOTO: Campers, trailers, pickups—vendors set up products wherever and watched the crowds rush in! For further information, contact the Loup Basin RC&D at (308) 728-3393, e-mail ordrcd@ne.usda.gov, or visit the Web site at www.nebraskasjunkjaunt.com. CAPITAL CORNER What’s On The Road Ahead? By Derrick Crandall, President, American Recreation Coalition As 2004 nears its end, we continue to operate the National Scenic Byways Program—and all other national surface transportation programs—under the TEA-21 rules. This is certainly not bad for byways, since TEA-21 brought about an important strengthening of the program, including the creation of the America’s Byways Resource Center. Further growth and improvements, however, are expected under the next major transportation law. Furthermore, a series of TEA-21 extensions has handicapped long-range planning for the grant and designation programs. The delay in passage of a new, six-year transportation program is accentuating the need to look beyond what might be called the “ISTEA Era.” ISTEA defined the nation’s post-interstate transportation priorities, including the creation of the National Scenic Byways Program. Thanks to rapidly growing receipts to the Highway Trust Fund (partly from fuel taxes redirected to the trust fund instead of general revenues and deficit reduction), the nation was able to expand a number of initiatives that aided recreation and tourism: byways, trails, park roads, boating and fishing, infrastructure and more. This also led to an increase to 80% in the allowed federal share for most transportation projects. Looking to the future, several factors make growth in the Highway Trust Fund receipts questionable. The Bush Administration and some congressional representatives oppose increases in motor-fuel taxes, whether through added tax per gallon or through converting the current tax to a percentage of gasoline prices. Higher motor-fuel prices and the growth in hybrid vehicles that boost fuel efficiency are reducing tax collections. In fact, the most recent Department of Transportation projections indicate a significant chance that receipts may fall $3 billion per year from earlier estimates in the final years of a new six-year program. Ethanol use, subsidized and exempted from much of the federal motor-fuel tax, also complicates the picture. Another major influence on future surface transportation policy comes from states that have traditionally paid more into the fund than they have received. These “donor” states have flexed political muscle to demand an assurance that they will get at least 95% of their contributions back, a consideration that will cost recipient states and national programs, potentially including byways. For these reasons, the byway community needs to watch and influence the overall transportation policy, not just the section of future legislation addressing byways. We must seek additional mechanisms to fund byway projects. In a previous column, we talked about the use of tourism taxes to improve and promote byways. Another vehicle that deserves our consideration is the Transportation Improvement District (TID). TIDs are special taxing districts created locally or by states to fund transportation improvements that simply cannot be funded with normal sources and typically have a direct, positive impact on the properties subject to the property tax or sales tax surcharge. Examples in Virginia, Colorado and other locations prove that TIDs can be very popular and can often produce improved transportation more quickly and at lower costs than other strategies, including lobbying for special Congressional funding. Update on the Russian Heritage Highway PHOTO: Derrick Crandall met with government leaders and tourism interests in Russia to discuss the Russian Heritage Highway project. We are delighted that the U.S. byways program has stimulated great enthusiasm in Russia. Earlier this year, former Russian leader Mikhail Gorbachev met with byways and recreation community leaders to develop plans for a Russian Heritage Highway (RHH) covering 750 kilometers between St. Petersburg and Moscow. The route offers an incredible array of recreation opportunities and links to Russia’s literary and musical giants from Tolstoy to Tchaikovsky. An American delegation accepted Mr. Gorbachev’s invitation to visit Russia in late August to meet with government leaders and tourism interests about the project. My three-day stay was a fascinating and intense learning experience. I found every reason to believe that the idea has great merit. I also discovered the challenges of putting together a program there without the organizations and industries we take for granted in the U.S. Russia has vast tracts of government-owned lands but no real national or state park systems. There is no counterpart to our National Trust for Historic Preservation. In most cases, details about the specific sites connected to one of the cultural and historic figures whose stories should be told are unknown. Another complication is the very limited state of Russia’s tourism infrastructure. Signs are almost exclusively in Cyrillic characters that make even familiar names, like Moscow, unrecognizable. Entrepreneurial and customer service thinking is not a tradition, and we experienced challenges as a result. On the other hand, we found some of the government officials very committed and apparently empowered to make agreements that will greatly aid the proposed project. Plans are progressing for the RHH. The new nonprofit RHH Federation, headed by former Nevada tourism honcho Tom Tait and including such heavyweights as Mr. Gorbachev and former Nevada Governor Bob Miller, is raising private funds for an inventory of the corridor, including photographic documentation. Russia is also preparing to commit tens of millions of dollars to road improvements and promotion. I expect that in two years or less, the pioneer group tours along this route will begin. I would encourage you to experience this special corridor yourself and come to understand what I have described as a “near-alternative universe:” a land that looks very similar to the upper Midwest of the U.S., but with dramatic differences in day-to-day life. If you would like a more in-depth account of my experiences, e-mail me at derrick@funoutdoors.com. Virtual Byways Tour Project Advances Though delayed by the challenges of integrating two complex databases and systems, the Virtual Byways Tour Project is making steady progress. By mid-November, we expect to overcome the last of the interface challenges, allowing us to load data from our ten Beta-phase byways and begin pilot testing the tours. We continue to add features to the project, from narration to a neat elevation depiction. Once in place, the virtual tours will be accessible from www.byways.org, as well as local and state tourism Internet gateways. Each tour will feature both a general tour option and a pre-planned itinerary, showing off some of the corridors’ top features. Early in 2005, we will invite additional byways to take advantage of the Virtual Byway Tour opportunity. NRRS Opportunity In 2005, Americans and visitors to our nation will have an exciting new and unified means to make reservations at federal recreation sites and tap into the goldmine of information about recreation opportunities on public lands. After a lengthy process of developing a framework for the new National Recreation Reservation System (NRRS) and consultation with diverse Internet and tourism business interests, the USDA Forest Service recently announced the selection of a new partner for all federal agencies, replacing two previously distinct systems: one serving only the National Park Service and one for the Forest Service and U.S. Army Corps of Engineers. Under the prior system, the public had no easy way to locate a campsite at a nearby national forest if all of the sites at a national park were reserved. The new program will be more than a simple combination of the two old systems, however. Virtually all federal agencies will be involved, including the Bureau of Land Management and the U.S. Fish and Wildlife Service. In addition, integration with other recreation providers, including state parks, will be emphasized. The new system will also rely far more on the Internet, whereas the old systems were built around a telephone reservation system model. This will allow a much greater focus on non-revenue producing information delivery by the contractor, ReserveAmerica. A key component of this will be the previously independent Recreation OneStop initiative. Look for more information on the NRRS in a future Vistas issue. OFF THE SHELF New Transportation Research Board Document Features Context-Sensitive Design PHOTO: Context-Sensitive Design Document A new 54-page document highlights new and innovative methods for using Context- Sensitive Design in highway projects. The document features projects presented in January 2003 at the annual TRB meeting as well as case studies that include descriptions, design intent, outcomes and lessons learned. Each project is unique; however, all of the projects encompass and discuss some common elements, such as: • Significant public involvement • Cooperation of highway agencies and with other resource agencies • Willingness of designers to accept and try alternative solutions • Inclusion of specialists other than design engineers to provide different view points • Use of a variety of tools for communication project alternatives and designs A copy of the document may be downloaded through the Transportation Research Board Web site at http://trb.org/publications/circulars/ec067.pdf. NCHRP SYNTHESIS 329 Integrating Tourism and Recreation Travel with Transportation Planning and Project Delivery: A Synthesis of Highway Practice PHOTO: NCHRP SYNTHESIS 329 This research paper, including literature review and references, is a resource for those involved in partnerships, scenic byways, TEA-21 opportunities (transportation enhancements) recreation resource management, forest planning, and transportation planning with the individual state and regional processes. The research emphasis is on the upfront statewide and regional transportation planning, collaboration with tourism stakeholders (government, private, NPG, local communities, etc.), and project delivery. A copy of the document is available online at http://trb.org/publications/nchrp/nchrp_syn_329.pdf. DRIVING PERFORMANCE IN THE PRESENCE AND ABSENCE OF BILLBOARDS PHOTO: Driving Performance in the Presence and Absence of Billboards The Foundation for Outdoor Advertising Research and Education contracted with the Center for Crash Causation and Human Factors at Virginia Tech’s Transportation Institute (VTTI) to study the effects billboards on driver behavior. The five-page summary of the study was presented at this year’s Transportation Research Board meeting. The study focused on driver behavior when confronted with a variety of billboard signage and concluded that billboards of do not measurably affect driving performance. To read the executive summary please visit http://trb.org/news/ blurb_detail.asp?id=2304. Please note that this study did not concentrate on aesthetic issues related to billboards. MODEL REGULATIONS AND PLAN AMENDMENTS FOR MULTIMODAL TRANSPORTATION DISTRICTS PHOTO: Model Regulations and Plan Amendments for Multimodal Transportation Districts The National Center for Transit Research, part of the Center for for Urban Transportation Research at the University of South Florida, released a report that includes model comprehensive plan amendments and land land development regulations designed to assist local governments in implementing multimodal transportation districts where priority is placed on walking, bicycling and transit use through a coordinated package of land use and transportation strategies. For a copy of the report please visit http://www.nctr.usf.edu/pdf/527-07.pdf. TRANSPORTATION PARTN3ERSHIPS IN PARKS: COOPERATIVE INITIATIVES SERVE VISITORS, PRESERVE ENVIRONMENT PHOTO: Transportation Partnerships in Parks: Cooperative Initiatives Serve Visitors, Preserve Environment The July-August 2004 Transportation Research Board News featured an article that highlights the results of federal land management and transportation agencies, state governments, local communities and groups addressing transportation needs of visitors to parks while enhancing the visitor experience. Case studies included Acadia Park (Acadia Byway, All-American Road) in Maine and Grand Canyon (Kaibab Plateau-North Rim Parkway, National Scenic Byway) in Arizona. Heavily emphasized were the use of Intelligent Transportation Systems (ITS) and bus transportation to eliminate automobile congestion. To read this article, please visit http://trb.org/publications/trnews/trnews233parks.pdf. FIVE YEARS LATER: Results of the Scenic Conservation Pilot Workshops Big Sur Coast Highway, California Caltrans had just begun working on a Coastal Highway Management Plan (CHMP) when the byway group learned of the Resource Center’s scenic conservation project. The goals of both groups were complementary, and the timing was right to work together to establish goals and make strategic plans. As stated in a previous Vistas article, “The highway’s location, literally on the edge of the continent, is geologically unstable. During periods of storm damage there is pressure to open the road quickly, while at the same time minimizing the impact on the environment. At times, byway supporters see these practices for managing and maintaining the highway as possibly threatening the intrinsic scenic qualities of the corridor.” Through the workshop process, the group outlined the beginning of a Scenic Conservation Action Plan, and Caltrans formed five working groups for collaborative problem solving. PHOTO: The view from an overlook captures the colorful hues of the California coastline. © 2004. Stan Russell. Now, five years later, Ken Wright, the current Byway Leader, told us that “[the] biggest benefit of the workshop was to have citizens come together and participate,get a better understanding of the need for a CHMP, and the need to be dependent on each other for consensus building.” He said, “We didn’t always agree, but [those of us] on the coast are better served by the document than we were when government agencies worked without our input. The process brought specific people to the table by invitation, not just through public announcement of the meetings.” The Byway group participated as advisors and critics to the preparation of the Coastal Highway Management Plan that was completed in June 2004. Caltrans and Big Sur County have just begun implementation. The Byway group is currently working to structure an oversight committee that will keep in contact with and provide input to Caltrans in regard to the CHMP. As part of the process of structuring that committee, Byway leaders are obtaining input from stakeholders including regional agencies, government entities and coastal property owners. The proposed purpose of the committee is to promote preservation of the corridor and secure funds to implement the CHMP. The goal of preserving the scenic qualities of the Byway remains high on the priority list. There is still a multi-agency council in relation to the CHMP. The council is not directly related to the Byway, but the Byway group is hoping to engage this council as a sounding board to build consensus on how the oversight committee will be structured. In the early developmental stage of the publication Conserving Our Treasured Places: Managing Visual Quality on Scenic Byways, the America’s Byways Resource Center and Scenic America teamed up to facilitate two pilot workshops to test the planning model that would be outlined in the publication. Two-day workshops were held in autumn of 2000 for Crowley’s Ridge Parkway (Arkansas) and the Big Sur Coast Highway (California). We checked in with the byway leaders to learn the results of these planning sessions. Here is what we heard: Crowley’s Ridge Parkway, Arkansas Preserving the scenic qualities of the Byway has long been a central concern of the group of over 500 volunteers involved with Crowley’s Ridge Parkway. The ridge is a natural geological phenomenon formed over millions of years. It is a fragile environment with unique issues the Byway community is working diligently to address. Ruth Anne Hawkins, Byway Leader, reports that participating in the scenic conservation workshop had both immediate and long-lasting effects. Following the workshop, the Byway group hoped to meet with the governor and other state officials to describe goals and to make this happen included Byway are giving their views by in the future unless they pay possible best practices for scenic holding public meetings to letter and attending hearings. attention and act to preserve conservation of the corridor. That promote awareness of the The Byway group wrote a letter them. An interactive workshop meeting didn’t happen, since other importance of scenic conservation. to the highway department can show them how. state priories needed attention. Fortunately (here’s a lesson learned), the group had not put all their energy into this one strategy and others were in the works. One accomplishment was that the process of the workshop itself was taken out to each of the eight counties along the 200-mile Both of these Byway Leaders agree that one of the Byway. There were representatives from each county at the pilot workshop and they, in turn, facilimost significant outcomes was to educate people tated meetings in their counties. Government officials, business about the need for scenic conservation. owners, agency representatives and citizens were invited to attend. Concerns were uncovered that were common to all eight counties and shared strategies began to emerge. The corridor management plan has been updated and now includes specific strategies scenic conservation. After the workshop, a second National Scenic Byway designation was made in the state, The Great River Road National Scenic Byway, in 2002. Part of the effort to make this happen included holding public meetings to promote awareness of the importance of scenic conservation. A direct result of these meetings was that scenic conservation principles were included in the CMP to help ensure the long-term integrity of the Byway. PHOTO: Crowley’s Ridge State Park, Arkansas. © 1998. Crowley's Ridge Scenic Byway. Photo supplied by www.byways.org. The workshop paved the way for increased awareness and proactive public involvement. For example, the state highway department is preparing to widen a sectin of road on the Byway. Ruth Anne Hawkins stated that in the past there would have been little concern for scenic preservation in this type of construction. Now, people who are involved with the Byway are giving their views by letter and attending hearings. The Byway group wrote a letter to the highway department promoting minimal clearing of trees, minimizing cuts and fills, erosion prevention and planting of native plants and wildflowers along the newly constructed right of way. Clearly, one outcome has been to empower people to get involved and to take action. Both of these Byway Leaders agree that one of the most significant outcomes wsas to educate people about the need for scenic conservation. Local residents don't always pause to think that the views they enjoy along their roads may not be there in the future unless they pay attention and act to preserve them. An interactive workshop can show them how. The workshop outlined in Conserving Our Treasured Places is a great beginning if you want to educate and spur action on your Byway. To interact with others in the Byway community about scenic conservation issues or other topics, start or join a discussion the state highway department is forum at www.bywaysonline.org. BOX: NEW SCENIC CONSERVATION BOOK AND NSRE RESEARCH PAPER The America’s Byways Resource Center is excited to announce the availability of two new resources for the byway community! PHOTO: Now Available! Photo of New Scenic ConserVation Book The result of collaboration with Scenic America, Conserving Our Treasured Places: Managing Visual Quality on Scenic Byways is an easy-to-use manual and two-day workshop program that helps guide communities through the scenic conservation planning process. Conserving Our Treasured Places prepares Byway groups for scenic conservation planning, including how to engage key partners; assess, inventory and map visual resources along the Byway; identify and prioritize scenic issues; and develop a scenic conservation strategy. PHOTO: NSRE Research Paper Also available for download on www.byways online.org is the Resource Center’s latest research paper, Byway Findings from the National Survey on Recreation and the Environment (NSRE). This report interprets the results of 39 byway-related questions that the America’s Byways Resource Center prepared for version 13 of the NSRE, conducted by the USDA Forest Service in 2000. Questions relate to driving-for-pleasure behavior, barriers to participation, activity patterns on driving-for-pleasure trips, familiarity with scenic byways and America’s Byways™, and more. AMERICA’S BYWAYS TM DESIGNATION Designation as One of America’s Byways:TM Ready, Set, NOMINATE! Editor’s Note: This is part of a continuing series of articles about the nomination of roads to join the distinct and diverse collection of America’s Byways. Future issues will supplement information currently available on the community Web site. Many of the preparation tools are in place for the nomination process. By now, you’ve looked over the Designation Readiness Worksheet and started collecting your planning documents, maps and corridor management plan (CMP). You’ve been thinking about the intrinsic quality—or qualities—that can be clearly identified and documented, and how they relate to the byway traveler’s experience. Maybe your traffic engineers are already checking the wayfinding signs along the route. Collecting, assembling and organizing the facts and documents are very important. But the nomination process isn’t only about filling in the blanks or checking off items on a list. It’s about capturing the essence of your byway and communicating that distinctiveness to the reviewers and ultimately to the potential travelers. Currently, the National Scenic Byways Program team is making the final edits on the 2005 Nomination Guide. The changes in the nomination document reflect the maturing of the America’s Byways™ brand, and the recognition by existing and potential visitors that “we have stories to tell.” The intrinsic qualities are still at the core of your nomination submission, yet it’s important to think of your byway in a way to encourage stewardship and promotion. You need to manage the visitors’ expectations by ensuring an authentic byway experience. Your designation document is not an application. It is a nomination document to become part of the America’s Byways collection. Your nomination needs to demonstrate to the reviewers why your road is worthy of designation by the U.S. Secretary of Transportation. You need to win your audience over and make them want to learn more about your byway. Catch the Byway Buzz The 2005 Nomination Guide is separated into a request for preliminary information followed by three main sections. The first section addresses the “Traveler Experience.” Information collected from this section will be used for the America’s Byways map, the Web site pages, and in response to traveler and media inquiries. BOX: Your nomination needs to demonstrate to the reviewers why your road is worthy of designation by the U.S. Secretary of Transportation. You need to win your audience over and make them want to learn more about your byway. The features you list and the experiences you describe should support the essence of your byway that you included in the document. These features, activities and events will be used to produce itineraries for the www.byways.org Web site to be accessed and used by potential travelers. When writing this section of your nomination, try to capture your byway and its intrinsic qualities in a way that will spark imagination and creativity. Think about something you are passionate about…rafting, hiking, antiquing, woodworking, dancing. If you want your friends to come along with you, or to appreciate what you are passionate about, what do you do? It’s natural to paint a picture in their minds of all the fun and all the interesting parts of the activity. You tell them a compelling story, and hope they catch your enthusiasm. If you just show them the final product, or tell them methodically about the steps it took to create or enjoy it— without engaging them or sparking their interest—you won’t win them over, and they won’t share in your passion. It is important to include a variety of high-definition, media-ready photos pointing out the features, activities, sites, vistas, and events along your byway (see the article on page nine for more specific information and photo tips.) These photos will be displayed on the www.byways.org Web site for people who are interested in visiting and/or writing about your byway. In addition, you will be asked to submit a “Primary Photo.” This photo will be used for your online application and on the Web sites. This single digital photo will act as your byway’s signature photo—it should express the distinctive quality(s) of your byway. The Process Continues… The “Designation Justification” section is key to the nomination process. Here you are asked to identify the intrinsic quality(s), and demonstrate how the intrinsic quality(s) reflects the essence of your byway. You must realistically assess the regional and/or national significance of your byway, and what your byway adds to the America’s Byways collection. In addition, this section requests information on your CMP. The third section, “Technical Components,” asks for a route description that will be used to establish an official record of the byway. You will be requested to provide information on distinct segments of the roadway, adjacent roadway conditions, verify the continuity of your route, and document any gaps. Detailed user-friendly maps are required that show the location of your byway and its relation to other America’s Byways in your region. The roadway, corridor, communities, local features, wayfinding signs, and public visitor services need to be clearly described and identified. As you prepare your byway’s nomination, remember the power your words and images can convey. You should express a sense of excitement so the reader will be inspired to “come closer” and visit. The Designation Readiness Worksheet and the 2005 Nomination Guide are tools to help you achieve national designation should you choose to make this long-term commitment. Becoming one of America’s Byways and joining the “collection of distinct and diverse roads designated by the U.S. Secretary of Transportation” is a privilege and carries great responsibility. The responsibility is to ensure that your Byway has a plan for sustaining the quality and integrity of your product, to enable our children and future travelers to experience your byway for years to come. MEDIA-READY PHOTOS High-quality photos play an important role in telling a byway’s story and setting travelers’ expectations. In general, travelers look for engaging photos that are pleasing to the eye and illustrate the character of a byway. As they browse the photos on the National Scenic Byways Program Traveler Web site (www.byways.org), they download their favorites; save them as background images; add them to their screen savers; and use them for a variety of other purposes. They can even send photos as electronic postcards to friends and family. However, since travelers typically view photos on a computer monitor, they don’t require extremely large, high-resolution images. Travel writers and media professionals, on the other hand, do require high-resolution images. They use photos to illustrate stories, articles and a variety of other publications. Occasionally, they even need photos for cover stories, book jackets and posters. In general, travel writers and media professionals require photos that are not only pleasing to look at, but have good composition, exposure, focus and resolution, so they can reproduce those pictures in printed format. The media also need images that are diverse: vertical, horizontal, seasonal and taken at different times of the day. We refer to these kinds of pictures with all their qualities as media-ready photos. With the recent advances in digital photography and Internet speeds, travel writers and the media have come to expect media-ready photos to be available online. In most cases, they will use what they can easily find. If they can’t find an appropriate photo for a particular place or activity, then that place may not get mentioned in the publication. For this reason, the National Scenic Byways Program wants to make sure that its online digital image library includes media-ready photos for all designated Byways. In particular, it needs photos that: . Illustrate the intrinsic qualities of the byway and the relationship with the Byway’s story . Show people enjoying places, activities, and/or events along the Byway . Depict the different seasons of the Byway For complete details and examples on how to take better quality photos and to prepare them for electronic use, please go to http://library.byways.org/media_ready_photos.html. BOX: MEDIA-READY PHOTO = AN ELECTRONIC IMAGE WITH THE FOLLOWING QUALITIES: 1. Good aesthetics— pleasing to the eye; excellent composition 2. Good subject quality— tells some aspect of the Byway story 3. Clean photo— good exposure, focus and sharpness 4. Immediately usable by travel writers and media professionals (e.g., it is in the public domain or the copyright holder has granted permission for such use) 5. Reproducible in print— high resolution (at least 2100 pixels in one of its dimensions) 6. An accurate caption and clear description identifying the Byway May/June 2004 Vistas BOX: ANNOUNCEMENT Something is different about Vistas. You won’t want tomiss the January/February 2005 issue! DEAR VISTAS: I have a question. It’s just a question, and I don’t really want to start a big discussion about it on the Web site forums. It’s not something I need answered right away. In fact, an answer within a couple ofmonths would be fine. The answer could be brief, or simply a referralto a resource. Anyway, is there a place I could send my question? Reaching for an answer, A Stretch of America’s Byways Dear Stretch, You’re in luck! Beginning with the Jan/Feb 2005 issue of Vistas, you’ll be able to write your question and read a response from our newquick-answer queen, Kate Bolder. Wrapped into this single (fictional) entity is the talent and knowledge of the entire America’s BywaysResource Center staff, a unique insight into the byway community, and a smattering of expert advise and opinion—all delivered withgood-natured humor and a sense of adventure. We encourage you to, as Kate Bolder would say, “Be Bold!” Sendquestions to her at center@byways.org, with the words “Be Bold” inthe subject line. Then watch Vistas for a response. Space is limited, so not every question will be used and your text may be edited. So don’t wait—send in those questions! Concerned with your conundrum, Vistas Driving the Byways GOLD BELT TOUR SCENIC AND HISTORIC BYWAY, COLORADO PHOTO: Several areas of the Gold Belt Tour Scenic and Historic Byway offer impressive views of 14,110-foot Pikes Peak, one of Colorado’s most famous landmarks. Public domain. Byway Length: 131 miles Drive Time: 6 hours Designation BLM Back Country Byway, 1989 State Historic and Scenic Byway by Colorado State Department of Transportation, 1990 National Scenic Byway by FHWA National Byways Program, June 2000 Description All roads of the Gold Belt Tour lead to the World’s Greatest Gold Camp, Cripple Creek, Colorado. The Byway consists of four routes that were used as railroad routes, stagecoach roads, toll roads and trails. These historic routes were largely developed during the Gold Rush to the gold mining district. Within an hour on the Byway you can go from nearly desert conditions at 5,500 feet to the timberline at an elevation of nearly 10,000 feet. The trip will take you among the towering monoliths of Phantom Canyon and through tunnels and over bridges used by the Florence and Cripple Creek Railroad from 1894 to 1912. Follow the Gold Belt Tour to experience historic mines and towns. View huge petrified redwood trees and fossils of ancient butterflies at Florissant Fossil Beds National Monument. You can also explore Garden Park where some of the world’s finest Jurassic-age dinosaur fossils were discovered. Organization The Gold Belt Tour Scenic and Historic Byway Association brings together governmental and private citizens with a common goal of maintaining the Byway region’s unique qualities while promoting tourism with good stewardship. A focus group of approximately 35 community members worked through the public meetings, research and brainstorming to publish a Partnership Plan. This document is now used to guide all Byway decisions. The group also recommended forming a 501 (c)(3) nonprofit organization to manage the Byway. PHOTO: This kiosk at Florissant Fossil Beds National Monument is a great example of how money can grow. $4,000 + donations + in-kind donations = a $30,000 project! Photo courtesy of Charlotte Bumgarner, Gold Belt Tour Byway Association. Much effort and thought went into developing a board that represented the many stakeholders. The board now has 15 voting members and five ex-officio members representing specific areas, including governmental agencies, educational, ranching, historic and mining, and others relevant to the area. The last four years have been spent developing the board into a strong organization working toward the same goals. The Byway Association takes great pride in its organization and feels that a slower, methodical approach to tasks and the time spent gathering support has prepared the group for tackling bigger issues that may lie ahead. The Gold Belt Tour Scenic Byway Partnership Plan provides the framework and direction for interpretation, education and visitor services along the Byway. The Partnership Plan identifies an overall interpretive theme for the Byway and a series of more focused themes for Byway segments, communities and significant natural and cultural resources. It also served as the basis for an Interpretive Plan written in 2001 to guide development of site-specific and audience-specific interpretive media. Interpretation Every interpretive project along the Byway has been a partnership effort. Byway exhibits in every community along the Byway were a cooperative effort. Communities took a strong leadership role in developing these exhibits and used them as a tool to connect Byway travelers to a variety of opportunities (museums, historic districts, festivals, art galleries, etc.) available in their communities. PHOTO: An interpretive site at Steel Bridge on Phantom Canyon Road. Photo courtesy of Charlotte Bumgarner, Gold Belt Tour Byway Association. Federal, state and local agencies also support interpretation along the Byway. Several interpretive sites are located on Bureau of Land Management lands. Florissant Fossil Beds National Monument, in partnership with the Byway Association, was able to develop an interpretive exhibit for a historic homestead within the Monument boundaries along the Byway. The Cañon City Recreation and Parks, in cooperation with the Byway Association and the Colorado Division of Wildlife, recently completed a Watchable Wildlife Exhibit for a heavily used trail within Cañon City that is accessible from the Byway. Exhibits are not the only partnership efforts in interpretation. Partnership efforts have also produced a Byway history guidebook, geology guidebook and audiotape driving tour. Lessons Learned Strong interpretive themes in your Byway Plan will help to guide and focus your efforts. If you do not have an Interpretive Plan, develop one. Even a simple plan that addresses issues such as themes, consistency in media design and content will be helpful. Carefully consider the marketing of interpretive sales items before you develop them. For example, audiotours are very attractive to many Byway groups, but marketing these items can be difficult. Lastly, work with professionals whenever possible. Interpretive planners, writers and designers will help you develop useful and attractive exhibits, brochures and publications. TIPS FOR HOSTING MEDIA AND DEVELOPING FAM TOURS A great way to get the attention of travel writers is to host a familiarization (FAM) tour. Typically, a group of writers and/or photographers are invited on a multi-day tour of various sites along the byway. The goal of the tour is to help these influential professionals gain a tremendous amount of insight into your byway and, in turn, write wonderful stories about it! FAM tours can, at times, seem like great giveaways with free hotel nights, dinners and admissions to various attractions, and the price tag may seem daunting. Furthermore, you might find yourself wondering whether these “professionals” are really going to write something about your byway, or if they are simply on a free vacation courtesy of your byway group. The Creole Nature Trail (All-American Road) in Louisiana has many years of experience working with writers and hosting FAM tours. Shelley Johnson, marketing contact for the Creole Nature Trail and director of the Lake Charles Convention and Visitors Bureau, generously offered her guidelines for other byways to adopt when working with the media. The benefit to having a concrete set of guidelines is twofold. First, you can easily screen the good from the bad. If a writer cannot adhere to the guidelines, then he or she is probably not a credible source. Secondly, guidelines help establish your byway’s credibility with the writer. The writer will be impressed and understand that you mean business. The Creole Nature Trail has been featured on CBS Sunday Morning and PBS, and has hosted two South East Outdoor Press Association Conventions. It will also be the site of the Outdoor Writers of America 2006 National Convention. That free press is the equivalent to millions in advertising dollars. Shelley and her staff maintain a good working relationship with their media contacts and, in turn, are rewarded nicely for their efforts. BOX: WRITERS’ CRITERIA FOR FAM SERVICES To qualify for these services, we ask that you abide by the following guidelines: 1. Before any assistance is given, a writer, whether freelance or assigned, must provide the bureau with tear sheets of previous work that is not more than two years old. 2. Writers must give the bureau at least two weeks notice before their arrivals. 3. A request should include the nature of the assignment, subject interest and length of stay (unless special circumstances arise that will be approved by the bureau). 4. Upon availability, the bureau will only provide complimentary rooms for commissioned work. If the writer does not have commissioned work, it is up to the individual property to decide if services will be complimentary or at a reduced price. 5. Cost incurred by family members/friends traveling with a travel writer will be paid by the writer. 6. Deviations or cancellations from planned itineraries must be made 24 hours in advance. special interest appointments with local personalities. If hotels are not contacted concerning changes, the writer will be held responsible for payment. 7. The bureau will make every effort to provide a writer with the necessary information and material, within reason, to complete a story. 8. Tear sheets on any subsequent stories on Southwest Louisiana are to be provided to the bureau within one month of its appearance in any This includes lodging and printed form. 2004/2005 Calendar Send calendar entries by the 5th of each month to center@byways.org 2004 NOVEMBER/DECEMBER October 29-November 2, 2004 American Society of Landscape Architects Annual Meeting & Expo Salt Lake City, Utah For more information, please visit: www.asla.org November 7-10, 2004 URISA 2004 Urban & Regional Information Systems Association Reno, Nevada For more information, please visit: www.urisa.org November 16-20, 2004 An Interpreter’s Voyage NAI National Interpreter’s Workshop Grand Rapids, Michigan For more information, please visit: http://www.interpnet.com/niw2004/ November 30-December 4, 2004 National League of Cities Congress & Expo Indianapolis, Indiana For more information, please visit: www.nlc.org 2005 FEBRUARY February 2-4, 2005 2005 Governor’s Conference on Tourism & Travel Myrtle Beach, South Carolina For more information, please visit: http://www.discoversouthcarolina.com/age ncy/governorconference.asp February 2-4, 2005 Saving Places 2005: Bringing Preservation Home 8th Annual Historic Preservation Conference: Colorado Preservation Inc. Denver, Colorado For more information, please visit: www.coloradopreservation.org JULY July 27-30, 2005 TrailLink 2005 Rails-to-Trails Conservancy Minneapolis/St. Paul, Minnesota For more information, please visit: www.railtrails.org BOX: VISTAS is printed on 100% post-consumer recycled paper, processed chlorine free. America’s BywaysTM Resource Center Arrowhead Regional Development Commission 227 West First Street, Suite 610 Duluth, MN 55802