January/February 2001 News from the National Scenic Byways Program Volume 3, Number 1 LOGO: America's Byways Inside this Issue 1 Native American Byway 2 Roadside Reflections Staff List 3 Is National Designation in Your Plans? 4 Seward Highway Tours Minnesota Byways 5 Packaging Your Byway 6 Georgia Scenic Byways Conference RC&Ds Announced 7 Driving the Byways: Lincoln Highway 8 Byway Bulletin Board 9 Native American Byway (continued) 10 Research Corner: The Role of Exhibit Design in Interpretation 11 Role of Exhibit Design 12 Calendar RFP Misconceptions Published in cooperation with the Federal Highway Administration by: National Scenic Byways Resource Center Arrowhead Regional Development Commission 227 West First Street, Suite 610 Duluth, MN 55802 1-800-4BYWAYS, Ext. 5 Native American Byway Brings Partners Together It’s a place of beauty, culture, and history. Along the Native American Byway in South Dakota, the history of the Sioux and other indigenous peoples unfolds. The byway winds past cultural, historical and archaeological sites located in the heart of the Sioux nation. Visitors journey through the Crow Creek and Lower Brule Sioux Indian Reservations and can learn about their unique cultures firsthand. Buffalo roam on the high plains that form a sharp contrast to the nearby bottomlands, hills, and bluffs along the river. Dams along the Missouri River create Lake Francis Case and Lake Sharpe, popular recreational areas. The Native American National Scenic Byway is moving along to extend the hand of cooperation to regional actors in economic and community development, with some basic support from the National Scenic Byways Resource Center. Staff member Barb Koth and South Dakota Department of Transportation Byways Coordinator Craig McIntyre met byway leaders Scott Jones and Cy Maus from the Lower Brule tribe in a late August visit. Koth and McIntyre got plugged into ongoing efforts to coordinate activities along this 101-mile route paralleling the Missouri River. PHOTO: Dramatic view of the Missouri River atop the bluff at the Lewis and Clark Rest Area on I-90 A Byway with Rich Opportunities Temperature extremes aside—a recordbreaking 112 degrees in August and zero degrees in mid-November—one of the most notable features of this byway is the open and undulating, mostly unbuilt landscape. The road stays close to the river with glimpses of prolific birdlife, such as hawks, pheasants, and white pelicans, as well as prairie dogs and reintroduced buffalo. In addition to stellar wildlife viewing, the tribe is engaged commercially in providing goose-hunting opportunities. There are also several dams that provide very popular fishing access to the reservoirs. SIDEBAR: Near Lower Brule tribal headquarters, the highway crosses the Missouri to the cooperating Crow Creek Indian Reservation, with another of the historic fort sites. At Chamberlain, the route crosses the Missouri again on a memorable steel truss bridge, and then backtracks to follow Interstate 90 for several miles to the Lewis and Clark Rest Stop. With nonstop prairie vistas, it is easy to imagine the rich indigenous and historic legacy of this land. Enacting a Vision for the Byway The byway has five interpretive themes: Native American culture, high plains ecology, Lewis and Clark, the fur trade, and the Missouri River. Keystone interpretive projects planned or underway are: • A circle of tepees at the byway gateway in Oacoma on the freeway (funded). • The Buffalo Interpretive Center at the other end, nearer the state capitol of Pierre (funded). • Trails, road, and parking at The Narrows, an oxbow in the river where Lewis and Clark (and later steamboat passengers) walked to cut many miles off their journey (funded). Eventually, reconstruction of an Arikara village is envisioned. • A Lewis and Clark encounter will be re-enacted at a Lakota village up Medicine Creek, which visitors will reach via traditional keelboats. In addition to objectives related to development of small-scale ecotourism, another goal of the byway is to provide learning opportunities about native peoples and respect for the environment, an ethic sometimes minimized by European peoples. PHOTO: Keelboat exhibit at newly opened Lewis and Clark Rest Area on I-90. The deck and paddles from the replica extend outside the building. On November 17, thirty representatives first gathered to work on enacting this vision: tribal members, the Bureau of Indian Affairs, local businesses and development organizations, Chambers of Commerce, the Convention and Visitor Bureau, town boards, the Historical Society, a museum, the Dakota Indian Foundation, Dept. of Transportation(DOT), the South Dakota Dept. of Game, Fish and Parks, State Tourism, and the Army Corps of Engineers. Immediately, a decision was made to expand the network to include county commissioners, RC&D’s (Resource Conservation and Development), Great Lakes Association, National Park Service, National Grasslands (USDA), and the schools. In a textbook-perfect half-day designed to familiarize participants with each other’s expertise and byway progress, attendees took time to share hopes and ideas and to hear specifics from corridor management plan preparer and consultant Lynn Leasure. During lunch, everyone learned a little bit about tribal life before construction of the Missouri River dams by viewing an excellent video featuring elders reminiscing about the past. Benefits of Working Together One of the primary tasks was to determine why there should be a partnership organization formed along the byway. If you need a refresher on the benefits of working together, consider this list that the group brainstormed: • To share information with each other and combine resources. • To jointly and consistently interpret the themes of the byway. • To provide resources for educating the public and to raise awareness of Indian culture and the history of central South Dakota. • To become an instrument of reconciliation between the tribes and non-Indians, resulting in improved cohesiveness. • To work at providing infrastructure affecting the byway (e.g. cellular phone deadspots). • To collaborate on environmental issues as a force for preservation of resources along the byway. • To combine efforts in marketing the byway. • To track visitation along the byway. • To plan for the Lewis and Clark Bicentennial, expected to bring many additional visitors to the area. • To conduct joint long-range development planning. • To foster the involvement of all communities along the byway. • To develop and maintain byway standards (e.g. signage, colors) and other criteria for excellence. PHOTO: Some of the November meeting attendees (L to R): Lynn Leasure, Leasure and Associates (Utah); Day Breitag, Fort Pierre Development Corporation; Craig McIntyre, South Dakota DOT Scenic Byway Coordinator, and Cy Maus, Infrastructure Director, Lower Brule Tribe. What Type of Group? What type of partnership organization should be formed? Participants decided criteria would be based on (1) financial considerations and ability of certain types of groups to handle money, (2) respect for tribal sovereignty, (3) maintaining the traditional principle of okiciyapi - meaning helping each other, (4) multi-jurisdictional concerns related to law enforcement, emergency medical situations, and hunting and fishing, and (5) flexibility to operate both on a site-specific basis, as well as matters related to the byway at large. A smaller task force met in early December to flesh out the details. Barb Koth, Wanda Maloney and Anne Tellett from the National Scenic Byway Resource Center participated via conference call to lay out and assess several structural options used by other national byways. Thanks to Creole Nature Trail (LA), Crowley’s Ridge Parkway (AR), Seaway Trail (NY), Ashley River Road (SC), and the Seward Highway(AK) for providing organizational models! SIDEBAR: An important criteria for the Native American Byway is “maintaining the traditional principle of ‘okiciyapi’meaning helping each other.” After evaluating options such as a new nonprofit, a joint powers board, and an interagency agreement, members decided to operate for the time being as an informal citizen’s group. There will be no dues structure, but membership enrollment will come with a non-cash commitment such as erecting and caring for a wayside exhibit, or joint marketing. While understanding that organizations with more formal structures tend to accomplish more, complications at the present time make advocacy for the whole byway most likely to happen through a looser cooperative arrangement and broadening communication channels. PHOTO: Rolling prairie landscape and location of one of the Tribe’s buffalo herds, near future site of the Buffalo Interpretive Center. The entire group met again in January, just prior to the South Dakota state tourism conference. At that time, they set up a byway marketing committee, discussed designs for highway markers and signs, and planned their approach for the next round of scenic byway grant applications. Stay tuned as this byway searches for unique solutions! Roadside Reflections A New Year’s Message Rob Draper Program Director Federal Highway Administration National Scenic Byways and All-American Roads are roads to the heart and soul of America. They are a distinctive collection of American roads, their treasured stories and special places. Through your collective efforts, America’s Byways is being used as the umbrella for rec- ognizing this distinctive collection of National Scenic Byways and All-American Roads. We have a new America’s Byways logo. We are moving forward on the logo’s adoption in the Manual of Uniform Traffic Control Devices. Use of the logo will help increase public awareness. Visitors’ experience on one byway beckons them to travel others in the collection. Is your byway ready? Have you traveled your the byway with the eyes of a visitor? What do visitors like about your byway? What will they remember? Do you ask them regularly? It doesn’t take a sophisticated survey. It just takes the time to ask and listen. Gather those involved in your byway. Reach out to people representing businesses, attractions, and other resources along your byway. Ask their help in initiating a conversation with visitors about your byway. Share what your hear and learn. Decide what can be done along your byway to exceed visitors’ expectations. Yes, exceed expectations. After all, how many memories do you have about experiences that simply met your expectations. Byways grab me. They grab my adoration for the majesty and wonder of nature. They grab my imagination about people who came before, their life’s experiences and contribu- tions. They grab my appreciation for the legacies that we are entrusted by those who came before. -Most important, byways grab my respect for your leadership. I wish you the best and con- tinued success for the new year. 2001 is an important year for us. Early in the spring, we will begin another round of nomi- nations and designations for National Scenic Byways and All-American Roads. Throughout the year, we will have conversa- tions with you and others about the future of the National Scenic Byways Program. The program is authorized through 2003. Thus, 2001 is the time for us to listen to your expectations for the future. Should the pro- gram continue? What works? What would make it more effective? Then, we will share what we hear and learn, and discuss where we will go from here. 2002 will be time to craft changes for inclusion in the “ Administration’s reauthorization proposal that most likely will be submitted to Congress in early 2003. 2001 will be an exciting year. The National Scenic Byways Resource Center has plans well underway for the national conference in Portland, Oregon from August 26-29. host committee of Oregon and Washington representatives. Like you, we are preparing proposals for conference sessions due the end of this month. I know the conference will be a success and look forward to seeing you there. On the final day, John Horsley, Executive Director of AASHTO will recognize projects demon- strating the best practices for scenic byways. AASHTO will announce a call for candidates in the coming months. Until Portland, I will enjoy hearing from you reg- ularly on the conference calls. Again, our best to you for 2001. PHOTO: “2001 will be an exciting year,” says Rob Draper (shown here as a young lad). Rob can be reached at rdraper@byways.org. National Scenic Byways Program Staff 1-800-4BYWAYS • www.byways.org Federal Highway Administration Room 3222, HEPM 400 Seventh Street SW Washington, D.C. 20590 Fax 202-366-7660 George Schoener Director/Office of Metropolitan Planning & Programs Rob Draper Program Director 202-366-4649 rdraper@byways.org Mary Ann McNamara Transportation Specialist 202-366-1929 mary.ann.mcnamara@fhwa.dot.gov Sharon Hurt Davidson Marketing Manager 304-594-8768 shurt@byways.org Dennis Adams Transportation Specialist 202-366-6515 dennis.adams@igate.fhwa.dot.gov Kenneth Petty Program Accountant 202-366-6654 kenneth.petty@fhwa.dot.gov Courtney Lyell Scenic Byways Clearinghouse 202-333-8936 clyell@fhwa.dot.gov Byways Online Steve Clyde, Angel Crane, and Pete Deffendol nsbomaster@byways.org 435-797-8787 Resource Center 227 West First Street Suite 610 Byways Duluth, MN 55802 Fax 218-529-7553 Gary Tonkin Director 218-529-7510 gtonkin@byways.org Michelle Johnson Associate Director 218-529-7511 mjohnson@byways.org Barb Koth Research Manager and Byways Specialist 218-529-7581 bkoth@byways.org Cheryl Newman Byways Resource Specialist 218-529-7576 cnewman@byways.org Henry Hanka Byways Resource Specialist 218-529-7570 hhanka@byways.org Nancy Brunswick Forest Systems Scenic 218-529-7577 nbrunswick@byways.org Rebecca Solem Office Manager 218-529-7585 rsolem@byways.org Melissa “Missy” Doolittle Office Assistant 218-529-7551 missy@byways.org Is National Designation in Your Byway’s Plans? It might seem like a long way off, but Federal Highway Administration (FHWA) is preparing for the next National Scenic Byways designation event, tentatively scheduled for early summer in 2002. If you are thinking of seeking national designation, this winter is a great time to get started with some of your application preparations. Anticipated Schedule . Online application available on www.byways.org Early spring 2001 . Online applications submitted by state byway coordinator Winter 2002 . Dedication event in Washington DC Early summer 2002 Anticipated Emphasis Areas in the Application Based on experience with previous nomination cycles, there will be a few changes made to the application that was used in 2000. The revised application will elicit information from applicants to help them make the best case for their byway’s designation. Here are some of the emphasis areas to help your byway get started. (1) Telling your byway’s story What are the features that distinguish your route from similar ones in the two or more states that form your region? In designing the next application, it will be important to find ways of helping applicants tell their byway’s story simply and convincingly. You can begin now to assemble the small facts and examples that will help explain what makes your byway special and what is noteworthy about your byway travelers’ experience. It will be time well spent. Do you have slides showing travelers enjoying an important feature along your byway? Have you collected information about your typical byway traveler? Can you summarize the experience that travelers have along your byway? (2) Showing off your byway with slides During the last application cycle, we didn’t receive as many well-rounded collections of photos from all of the byways, as hoped. Slides sometimes didn’t capture the byway’s resources or relate to the traveler’s experience on the byway. Do you have slides covering every season? Winter of 2001 is the only time you’ll have to capture winter scenes. Are you ready to collect them? Do some of the slides include the byway as well as the important resources in the view? Will your slides give a person who’s never been to your byway a sense of what makes it special? Having a large selection of good slides, from which to choose a few that illustrate your byway’s story, will make life easier in January 2002 when the final application is being prepared. Which three slides should be sent to experts from outside FHWA who provide an independent assessment of each nominee? (3) Corridor management plan A “corridor management plan must include” information on 14 points of byway planning according to the FHWA National Scenic Byways program policy. Applicants will want to review their corridor management plans to locate the sections that include each of these 14 planning points. Can you summarize how each point was incorporated into your byway’s activities? Visit the Web site www.byways.org/grants/ docs/FedReg.pdf to obtain a copy of the program policy published in the Federal Register Notice (1995). The policy explains these 14 points and other details of the designation requirements. These 14 points are equally important if you intend to rely on existing plans or documents rather than preparing a separate corridor management plan. You will need to cross reference specific information in the other plans or documents that you believe fulfill each of the 14 points for a corridor management plan. Drawing from your existing planning documents, can you summarize how these 14 points will be implemented in your management of the byway? (4) The significance of your byway Applicants will need to clearly explain the significance of their byway and the intrinsic qualities they’ve selected. How is your route significant within a two-state region? Nationally designated byways need qualities that are either “a destination unto themselves” for All-American Roads or “distinct and most representative of the region” for National Scenic Byways. The policy defines Regional Significance as “characteristics that are representative of a geographic area encompassing two or more States.” The significance section is the place where applicants demonstrate why their byway is special. Which of your byway’s features create “fire in the belly” excitement for you? (5) Community support Clear complete information about the byway’s support within local communities and within the state is an important consideration for all who will review your nomination application and supporting materials. Letters of support are useful, especially if they demonstrate broad consensus for the byway’s nomination for national designation. Who participated? How was consensus reached? What process was used to gather public opinion about interest in seeking national byway designation? Did you seek input through public meeting held by a government agency? Did opponents raise concerns about the value of the designation? Is the sponsoring group for the byway a governmental entity? Is there an agency with fund management authority associated with your byway? The 2002 application will ask applicants to respond to these kinds of questions. SIDEBAR: If you are thinking of seeking national designation, this winter is a great time to get started with some of your [2002] application preparations. As this article is being written, the FHWA staff is preparing information for online applications via www.byways.org. At this point, it’s expected that the nomination will be structured much like the grants application. That is, the application will provide important information to applicants as they first enter the site. Applicants will be able to toggle back and forth to important documents that should answer many questions as the application is filled out. We look forward to responding to your questions as the next nomination cycle begins. Congress has authorized the current scenic byway program activities through September 30, 2003. We cannot anticipate when the next round of nominations will be sought beyond 2002. Contact the FHWA program staff person assigned to your state with questions about the next nomination cycle. Don’t know who your contact is? Go to www.byways.org and select “Contacts” on the home page to find the name you need. Alaska’s Seward Highway Tours Minnesota Byways By Diane Regan, Alaska State Scenic Byway Coordinator Amid the brilliant fall colors of early October, four Alaskans traveled to Northeastern Minnesota to tour and learn from two scenic byways with features and issues similar to Alaska’s Seward Highway, All-American Road. The visit was the first part of a reciprocal exchange organized, facilitated and partially funded by the National Scenic Byways Resource Center in Duluth, MN. The Resource Center provides the service to assist with peer-to-peer education between similar byways. In 1999, the Creole Nature Trail (Louisiana) visited the Seaway Trail (New York) in a peer-to-peer exchange, with help from the Resource Center. Day one of the tour meandered through golden birch trees on the Edge of the Wilderness National Scenic Byway. Like the Seward Highway, the Edge of the Wilderness runs through several very small, quaint towns. Normally quiet residents can get quite vocal when they are concerned that the highway may impact their way of life. Yet, time and again, residents we met along the route credited the Minnesota Department of Transportation (MnDOT) with resolving many of the issues by working constructively with communities before project design ever begins. The strategy is known as context-sensitive design (CSD), a new buzzword in highway design. MnDOT is considered to be at the leading edge in the country of this new method. The Federal Highway Administration defines CSD as a collaborative, interdisciplinary approach that involves all stakeholders to develop a transportation facility that fits its physical setting and preserves scenic, aesthetic, historic, and environmental resources, while maintaining safety and mobility. CSD is an approach that considers the total context within which a transportation improvement project will exist. For example, highway designers worked with the tiny community of Bigfork (pop. 380) to build a streetscape that adhered to themes outlined in the Edge of the Wilderness Interpretive Plan. The completed project preserved the historic, small- town feel of the community. It also salvaged a beloved local historic landmark (a veterans memorial monument) that had previously been slated for removal under original design plans. Local organizers sought and received enhancement funds to build a pullout and kiosk in the middle of town that interprets the Edge of the Wilderness National Scenic Byway. The project was included in reconstruction of the main street and a bridge, featuring beautiful stone abutments, wrought iron bridge railings and a pedestrian path. Part two of the tour crept through red and golden sweet maples for two days on the North Shore of Lake Superior. The North Shore Scenic Drive and Seward Highways, both All-American Roads, share similar geographic features, including a long rocky coastline running parallel to the road on one side, with a steep ridge on the other side. Another similarity between the two byways is that they both rely on strong partnerships. In fact, MnDOT works so extensively with other agencies, local officials, historical societies, trails organizations and Native American groups, that one engineer was designated as the North Shore’s “corridor manager.” All public questions are directed to Rod Garver, P.E., the corridor manager, who works to interface between communities and agency personnel. PHOTO: Participants in the peer-to-peer exchange (L to R): David Eckern, MnDOT; Gary Tonkin, Resource Center; Rod Garver, MnDOT; Judy Dougherty, Alaska DOT&PF; Carol Braun; MnDOT; Murph O’Brien, Alaska DOT&PF; Diane Regan; Alaska DOT&PF; Gary Steffens, Alaska DOT&PF; Barb Koth, Resource Center; (in front) Henry Hanka, Resource Center. The pinnacle context sensitive development on the North Shore is a new visitors center, trails, and a bridge at Gooseberry State Park. Here, designers aimed to preserve historic views and exquisite rock structures built by the Civilian Conservation Corps during the 1930s. In one instance, the existing rock wall was extended with new rock. The difference between the old and new is virtually nonexistent. The bridge over Gooseberry Falls features grand arched steel supports and a matching pedestrian bridge with attractive railings. All of the steel is painted green to reduce contrast with the surroundings. PHOTO: Split Rock Lighthouse is the North Shore’s best-known landmark. Another key learning point of the trip was byway interpretation. An integral part of the North Shore’s story is told at Split Rock Lighthouse. This State Park and State Historical Site features a visitors center where tourists can view a full-length documentary about the history of the lighthouse, which was built long before the road. Interpretive specialists dressed in period clothing greet guests in the lighthouse and are available to answer questions. No less than 20 Minnesotans, including MnDOT and Resource Center staff, assisted with the byway education effort for the four- member Alaska team. A reciprocal visit is tentatively planned for early summer 2001 in Anchorage, Alaska. For more information, contact Diane Regan at (907) 465-6975 or diane_regan@dot.state.ak.us. Packaging Your Byway One of the hottest topics in travel and tourism is packaging. Time is a valuable commodity to today’s travelers. Most national and international visitors are not spending time to package their vacations. They simply don’t have the time to plan and package every component of a vacation, a trip, a getaway, or a long weekend. Visitors are looking for people to provide that service for them. As a result, packaging is really “hot.” Packaging must meet the needs of visitors in a way that’s meaningful for them. The National Scenic Byways represent an exciting opportunity for the travel and tourism industry. Consumers are looking for fresh ideas. Tourism professionals who represent both the public and private sides of the industry need new ways to repackage destinations, and byways provide these opportunities. Yankelovich Partners just released their 2000 National Travel Monitor, a research series on the travel habits, preferences and intentions of Americans. One of the key findings was that 62% of travelers want all-inclusive pricing and packages on their vacations. For byways that have economic development as a key goal, packaging your byway, attractions, and features is necessary to achieve results. PHOTO: Known as “The Opportunity Guy,” Joe Veneto explains how you can create packages for your byway, community, state, region or tourism area with the power of packaging. This hot travel trend is revolutionizing the way travel products are being created, promoted, and delivered. Joe Veneto, owner of Opportunities Unlimited, knows about ‘the power of packaging.’ Veneto’s company is dedicated to working with organizations in the travel, tourism, and hospitality industries. He has spent 18 years working with domestic wholesalers, national tour operators, motorcoach companies, and travel agents on packaging products. Veneto currently works with state offices of tourism and Convention and Visitor Bureaus (CVBs) to teach people how to package their products and services. The following questions are from a November 1, 2000 conference call with the National Scenic Byway Leaders featuring Joe Veneto. The complete report from this call can be found on the www.byways.org Web site. On the home page, select “For the Byway Community.” The “Byway Leader Conference Calls” are located under “Conferences, Conference Calls, and Meetings.” Q: A sense of competition exists between two corridors in the same state. Could you address the concept of packaging a larger whole, while allowing the byways to remain individuals with distinct themes? A: First, you need to look at the types of visitors each byway hopes to attract. Then, look for opportunities to partner and package both corridors. Keep in mind that there are four categories of visitors: local, regional, national, and international. The needs of all of these visitors are very different, and you will find out which group you are targeting. Keep in mind that the further away from your destination people travel, the more area they will want to cover on their vacation. Begin by developing overnight or getaway packages for each of the specific regions. You can then tie them together in a meaningful way as part of a larger package for people who may be coming from far away. Partnership is important and will provide different opportunities depending on each group’s goals and the customer segment. Q: How closely should the byways work with the local chambers of commerce when developing packages? A: It is very important to have close relationships with the chambers of commerce, the local convention and visitor bureaus, and the state tourism offices. The more contact the byways have with these organizations, the better chance there is of initiating packaging. These organizations have relationships and contacts with major distribution channels. They are also always looking for new products and development for promotion. Byways need to leverage these resources to create marketplace synergy. PHOTO: With assistance from Joe Veneto, three different packages were created for the Seaway Trail National Scenic Byway (NY)— “Maritime History and Architecture,” “History and Cultural Attractions of Rochester” and “Soft Adventure in Upstate New York.” The itineraries contain day-by-day information on routing, overnight accommodations, meals, sightseeing, tax and gratuities. There are also notes about the byway’s story, the intrinsic qualities, the client demographics, and distribution outlets. Q: Four scenic byways lie in the northeastern portion of Oregon, and each of them is unique in their own way. There is currently an effort to pull the different types of byways together and market them as a region. Do you have any tips for us? A: Once you understand what each one wants to accomplish from an economic development standpoint, you need to get people together. What are the stories of each byway, and are they interconnected? Who are the targeted customers and the market segment? Perhaps it makes sense to partner on a package as a group, but also to have individual packages specific to their own byway. It is also important to provide different ideas around your story and around the four T’s: theme, threads, trends, and traditions. PHOTO: Joe Veneto worked with the San Juan Skyway All- American Road (CO) to put together a 5-day/4-night package called the “Victorian Getaway.” The targeted demographic was a high-end economic buyer and the expensive package included high-end components, such as the Inn on the San Juan Skyway. The byway wanted to attract a limited number of visitors and a specific type of visitor. Q: 1) How should one collect the information for packaging, and 2) what are the best distribution channels for the packages? A:Byways should begin by looking at the types of attractions, features, and communities they have to offer. Formulate itineraries based on themes of the byway, and then overlay with potential visitor profiles and demographic information. For distribution, there are a couple of different ways to enter the market. Some tour operators and motor coach companies will create packaged vacations and market them directly to their customers. Many put together their own itinerary, while others want packages ready-made. Travel agents, however, look for packages that are already put together. Q:Have associations or commercial organizations along the byways joined together to help pay the bill for packaging? A:While no actual packaging has been done for the byways as of yet, convention and visitor bureaus and state tourism offices have partnered with private sector organizations to put together similar packages. This is why it is very important for the byways to develop relationships with these offices. There were two byways that I worked with last year on sketching preliminary package products, but these did not have pricing and promotional plans implemented. Q: Typically, a package is sold to a wholesaler. When the byway builds the package, should a percentage be added to the price to help pay for the marketing? A: If the byway is going to act as the source for coordinating and administering the package, absolutely. However, there are receptive operators and tour planners who already have the infrastructure in place to do the work. The key is to have byways bring partners together and initiate package development. A wholesaler will put a product into the distribution outlet, and there is traditionally a commission paid on that exchange. The funds obtained through the markup of the package can be used however you like, but you must remember that packages must be saleable. Markups are a great way to raise funds as long as the market will accept the package. Q: When should the byways begin planning the packaging process? A: When we look at the tourism industry cycles as a whole, the first and second quarters of 2001 are when the industry goes into the planning cycle for 2002. If byways are hoping to get packages and products out to tour operators, the planning cycles tend to occur in January, February, and March. Fall is a good time to start discussions with the convention and visitor bureaus and state tourism offices for development initiatives. Packaging is a hot trend in the tourism industry, and it should support your byway’s objectives. Here are a few closing thoughts on packaging: . Whatever the individual byways do locally, remember that it will make an impact on the byways’ brand nationally. . You need to look at what goals you want to accomplish. Packaging a byways vacation in a meaningful way for your visitors can create a high-quality product that must be consistent. . The byways’ use of packaging will positively impact economic development, provided this is a goal of your byway. . Creating partnerships between private and public partners is critical and will help the byways to fast-track development and enjoy even greater success in the market. . Checkout the National Scenic Byways Marketing Toolkit on the www.byways.org Web site. Enter “For the Byway Community” and choose “Marketing.” For more information on “The Power of Packaging” as well as seminars and training, contact Joe Veneto at 617-786-9096 or opportunity-guy@worldnet.att.net. Georgia Holds First State Scenic Byways Conference In October 2000, the Georgia Department of Transportation (GDOT) and the City of Monticello sponsored Georgia’s first ever State Scenic Byways Conference. The conference was held in Monticello, GA. The theme of the conference was preserving, promoting, protecting, and enhancing designated byways in Georgia. The conference sessions included: • Getting Organized and Preparing Corridor Management Plans • Land Conservation Tools and Techniques • Bringing Out the Best in Your Byway • Scenic Byways and Economic Development Attendance at the conference (131 people) was excellent considering the Georgia Scenic Byways Program is relatively young, with three state-designated byways and one national. The conference received lots of positive reviews and comments in the evaluations. Everyone seemed to agree that lunch was one of the highlights. Not only was there great food, but Monticello City Councilman Stone Workman led a small group of singers in a musical preview of the afternoon sessions: “It’s My Byway and I’ll Cry if I Want To,” “Scenic Byway Here We Come,” “I Did it Byway,” and “Somewhere Over the Byway.” Monticello Mayor Susan Holmes provided the piano accompaniment. PHOTO: Attendees of Georgia’s first state scenic byways conference enjoyed a musical preview of the afternoon sessions including favorites like “It’s My Byway and I’ll Cry if I Want To.” The first verse goes something like this: Nobody knows where the scenery has gone We guess it just followed the trees Now all we have on every corner Is a billboard advertising BVDs! It was my byway and we’ll cry if we want to Cry if we want to, cry if we want to You could cry too if it happens to you. Approximately 30 percent of those attending the conference represented county or city governments (both officials and staff); 25 percent were regional planners; 25 percent represented varied fields/interests, with the biggest part being consultants; and 20 percent represented large government entities such as GDOT, FHWA, and USFS. For additional information about the conference, contact State Coordinator David Crites at Georgia DOT (404) 657-6692 or david.crites@dot.state.ga.us. 33 New RC&Ds Announced On January 4, 2001, Agriculture Secretary Dan Glickman designated 33 new areas in 25 states as part of the U.S. Department of Agriculture's Resource Conservation and Development Program. "This announcement will help people in rural areas increase conservation of natural resources, promote economic development, and solve local problems," said Glickman. RC&D areas are locally led by councils comprised of volunteers, civic leaders, and locally elected officials. RC&D projects provide practical solutions for community development, land conservation, environmental enhancement, and water management. For example, the newly designated Loess Hills National Scenic Byway effort is spearheaded by the Golden Hills RC&D in Iowa. Numerous other partnerships exist nationally, such as Western Reserve RC&Dís involvement in helping communities in northeastern Ohio to take advantage of the scenic byways program. USDA's Natural Resources Conservation Service will provide each multi-county area a local coordinator to help access USDA programs and services. Projects currently underway in the 315 existing RC&D areas across America are enhancing recreational and tourism facilities, developing and diversifying local business opportunities, improving water quality, improving sewage treatment, reducing soil erosion, and assisting child and elder care. The Scenic Ohio and Western Reserve RC&D (Columbus, Ohio) was awarded $30,000 in 1998 to promote the state's scenic byways program and assist communities in developing local byways programs, signage ordinances and viewshed protection. The RC&D also planned to monitor billboard permits and encourage the removal of illegal billboards. Check out the news release at http://www.usda.gov/news/releases/2001/01/0004.htm to see if your region will benefit. Consider partnering with an RC&D in your area. Driving the Byways The Lincoln Highway (IL) PHOTO: The Lincoln Highway in Illinois Vistas will briefly describe an All-American Road or National Scenic Byway in each issue. This is the fifteenth byway in this series. Byway Facts: 179 miles long; national designation in 2000. Unique Features: This historic byway follows the original alignment of the Lincoln Highway, the first paved transcontinental highway built in the U.S., and the forefather of the modern Interstate system. Conceived in 1913, the Lincoln Highway extends 3,389 miles across thirteen states to connect the east and west coasts, of which Illinois is the "middle" state. Before the 1920s, roads outside of the urban centers were not paved. The "Good Roads Movement," including industry representatives, military, farmers, truckers and a growing number of new car owners all worked together to secure the necessary funding to pave the highway coast-to-coast. They employed an ingenious strategy of constructing "seedling miles," the first of which was built just outside Malta, Illinois. These one- mile segments of pavement were built in remote areas. Once built, highway advocates encouraged motorists to try out the paved surface. However, to get to the paved segment, motorists had to travel on the rutted, often muddy, gravel road before experiencing the smooth, newly paved highway. After smooth driving, motorists then had to travel on the gravel road to return home. Using this strategy, highway advocates were not only successful in securing public funding for a coast-to-coast highway, but they also convinced industries and civic groups to invest private money into paving the highway as well. Also referred to as "Main Street of America," the Lincoln Highway connects 32 Illinois communities in eight counties, extending from Lynwood on the Indiana border to Fulton, located on the Iowa border at the Mississippi River. The Highway also literally serves as one of the "main streets" for many of the communities it passes through, including five Illinois Main Street communities and several other downtowns. Five regional tourism organizations, four heritage commissions, and numerous local chambers of commerce and historical societies serve the route. Projects: In the upcoming months, the Lincoln Highway Coalition will focus on its “First Year Marketing Program,” a National Scenic Byway grant aimed at creating an initial marketing presence to highlight the history of the highway, notable destinations, and sources of additional information. Project elements include a color map, a Web site, advertisements in national and regional publications, market research, and a tracking/accountability system. Work on an updated resources inventory will also begin this spring, which will lay the groundwork for new visitor experience, interpretive and development plans. The organization is also making arrangements to contract paid staff support to help deliver the projects. In addition to designation as a National Scenic Byway in June 2000, the Illinois Bureau of Tourism named the Lincoln Highway a heritage tourism demonstration project in December 2000. This designation will provide technical support, marketing initiatives and additional funding. These efforts and resources will be coordinated with the group’s work on its marketing and interpretation activities. Organization: The Illinois Lincoln Highway Coalition was created in 1997, initially to pursue designation as a state heritage tourism demonstration project. Since then, the group has evolved into a stable organization with approximately 40 core members representing tourism partners, historical societies, chambers of commerce, Main Street organizations, municipalities, state agencies, and citizens interested in the highway. In 1999, the group established a Board of Representatives and adopted bylaws and a strategic plan. Representatives from the Lincoln Highway Association, a national organization interested in the history of the road, and from two Illinois Department of Transportation districts, without whom this effort would not have succeeded, serve as ex-officio members to the Board. The Illinois Lincoln Highway Coalition has recently filed to incorporate and to secure nonprofit status. The Northern Illinois Tourism Development Office and the City of Dixon currently serve as the marketing lead and fiscal agent, respectively, for the Coalition’s activities. Contact: Ray Keller, City Planner, City of DeKalb, 223 South Fourth Street, Suite A, DeKalb, IL 60115, (815) 748-2060 phone, (815) 748-2359 fax, rkeller@cityofdekalb.com. Byways Bulletin Board New York’s Adirondack Byways Conference, David Fasser Receives Award In late October, the Adirondack North Country Association brought together individuals and groups from byways in this region of New York State under the theme “Merging Scenic Byways with Your Community.” The New York State Byway Program has made great strides in the Adirondack North Country, a large geographic area stretching from the state capitol at Albany, north to Canada and west to Lake Ontario. The area includes the Adirondack State Park, a vast area of private and public lands that was set aside by the state in the 1970s to preserve the region’s natural assets. The Seaway Trail National Scenic Byway passes through the Park. David Fasser, Chief Landscape Architect for the New York State Department of Transportation and Scenic Byways Coordinator, has continually provided guidance and support to these byways. NYS Transportation Commissioner Jose Boardman presented Fasser with a special award at the conference for his committed and dedicated work with the Adirondack byways. The purpose of the conference was to: • introduce communities to the national and state scenic byway programs; • help byway planners and managers learn about successful byway projects; • facilitate the networking of byway interest groups within the region. Representatives from state agencies, local businesses, planners and others learned about: • the basics on the state and national byway programs; • how to write strong grant applications; • how your byway vision and goals guide your corridor management plan; • developing a byway organization to carry out your plan; • how byways can create a legacy for future generations; • “Plan Regional, Act Local,” an interactive session on byway planning. The Adirondack North Country Association has a long-standing history of establishing scenic driving tours. In 1992, the New York State legislature designated this network of routes as state scenic byways. For more information about the Adirondack North Country Association, contact Executive Director Terry Martino at (518) 891-6200 or visit www.adirondack.org. New Backway Joins Wyoming Program The Wyoming Scenic Byways and Backways Program welcomed the Big Springs Backway in December. This southwest Wyoming backway travels from Kemmerer north to Cokeville along WYO 233 and WYO 232. Travelers can visit the original home of J.C. Penney, historical graves of settlers crossing the Mormon and Oregon trials, and Teddy Bear Corner. Along the backway, deer, moose, beavers, antelope, hawks and eagles make their homes. The area provides an abundance of fishing, camping and hunting opportunities. Wyoming's program now has nine byways and four backways. As compared to a scenic byway, a backway is a more rural, out-of-theway road. It might be open only seasonally. A passenger car might not be able to make the trek and it could be a little more adventurous because of the narrower roads and slower speeds. The Wyoming Scenic Byways Advisory Committee will review several applications for designations during the next few months, and forward recommendations to the Wyoming Transportation Commission. Many communities have recently expressed interest in the six year old state program, so it looks like 2001 will be a busy year. PHOTO: Along WYO 233, Big Springs Backway passes by a valley stream. Moose can be found in this area feeding in the wet meadows. The backway travels through many scenic areas in southwest Wyoming. A new state scenic byways coordinator was hired in September. Treva Blumenshine joined the Wyoming Department of Transportation after graduating from Iowa State University and working for a local newspaper in Cheyenne. She is very excited to be back in her home state and to get the chance to tour and enjoy the most beautiful places in Wyoming. Waterfront History Interpretive Signs Unveiled In the spirit of cooperation and with the goal of strengthening the region as a whole, dignitaries from Vermont, New York and Quebec unveiled four new interpretive signs for the Burlington (VT) waterfront at the Third Annual Triangle of Excellence Symposium this fall. The signs set a new standard for interpretive signage for the Lake Champlain region. This is one example of how the Triangle of Excellence's common goal to collaborate for a more focused, united and cooperative region is being realized. The project was implemented through the actions of several partners including Lake Champlain Byways, the City of Burlington, the Burlington Business Association, Lake Champlain Basin Program, and the Chittenden County Regional Planning Commission with funding support from the Metropolitan Planning Organization. PHOTO: "These signs not only tell the story of our past, they strengthen the region as a whole.” noted Honorable Mayor Peter Clavelle of Burlington, Vermont. The signs entitled “Steamboats and Shortcuts,” “A Water Highway,” “Danger Afloat,” and “A Water Playground” are the first of twenty-one historic signs planned for the City. The signs tell the story of how the waterfront has evolved from a bustling industrial center to a vital recreational destination. When completed, the trail will be part of a larger interpretive network around Lake Champlain. For more information, contact Deb Sachs, Project Coordinator at (802) 872-1600. Edge of the Wilderness Volunteer Wins National Award Winston Churchill recognized the value of volunteers, "You make a living by what you get. You make a life by what you give." Recently, the USDA Forest Service recognized the value of a key volunteer from the Edge of the Wilderness National Scenic Byway (Minnesota). Bob Wolfe was honored with a USDA Forest Service Rural Community Assistance National Leadership Award for the leadership and volunteer time he has given the Edge of the Wilderness National Scenic Byway and Edge of the Wilderness rural communities. Wolfe spends time working with the MN Highway 38 Leadership Board of Directors, Northern Itasca Joint Powers Board, Bigfork Lions Club and other community organizations who work to improve the quality of life in the area. The award, presented in Milwaukee, WI, was only one of nine issued throughout the United States. Research Corner The Role of Exhibit Design in Successful Scenic Byway Interpretation PHOTO: Nancy Brunswick, Forest System Scenic Byways Specialist, USFS and National Scenic Byways Resource Center Exploring the role of wayside exhibit design in increasing use of byway interpretive services was among elements considered in a survey developed by Nancy Brunswick, U.S. Forest Service. Brunswick, a Landscape Architect, recently joined the National Scenic Byways Resource Center as the Forest System Scenic Byways Specialist. The survey was developed to discover design elements and amenities that contribute to successful scenic byway interpretation, especially as related to wayside exhibits which traditionally has been the primary media for interpretation for scenic byways. The majority of the research and information available on wayside exhibits has focused on the design of information contained on interpretive panels themselves, rather than the overall exhibit design. There has been a significant relationship established between the design and message presented on interpretive panels and their influence in motivating visitors to spend time reading them. SIDEBAR: Interpretive success is measured by increased participation and visitors’ comprehension of the meanings and relationships. This study looked at the effectiveness of overall wayside exhibit designs to motivate visitors to stop at scenic byway interpretive wayside exhibits. Two research methods were used: 1) informal observations of visitors’ actual behavior along scenic byways and Park Service roads in Utah and Wyoming and 2) a survey asking visitors about the design features and amenities that would be most effective in motivating them to use interpretive services. The study location was Logan Canyon Scenic Byway (US 89), a Utah State Scenic Byway in northern Utah. A series of computer generated visual simulations were developed to test the effectiveness of structure design in motivating visitors to stop and visit interpretive exhibits. The three categories of signs represented are 1) corridor gateway signs, 2) large, multi-panel exhibits, and 3) smaller, single panel exhibits. The exhibit examples were chosen to provide a range of design alternatives, especially those that are frequently used along byways and other areas with roadside interpretation. The simulated photos were used so that the structure was variable, while the setting remained constant so that participants weren’t influenced by changes in setting. Participants were asked to rate each simulation on a scale of one to five, one being not effective in motivating them to stop, and five being very effective. Corridor Gateway Signs. Corridor gateway signs were included in this study because of their importance in promoting the byways identity and generating expectations, defining byways as unique places and increasing public interest. The question asked with these structures indicated how much the signs increased their interest in what was ahead. Three entrance sign structures were chosen for the survey: a rustic stone entrance sign (figure 1), the existing routed wood entrance sign and a contemporary wood structure (figure 2). Large, Multi-Panel Exhibits. Four structures were chosen for this category: the existing structure with a roof and two angled panels at the Bear Lake Overlook, a contemporary brick structure with upright panels, rustic stone structure with angled panels (figure 3), and a three panel wood structure with upright wood panels (figure 4). Small, Single Panel Exhibit Structures. The four structures in this series were: a wood structure with angled panels, a stone and wood structure with upright panels, an anodized aluminum structure (figure 5), and an existing interpretive vertical routed wood with yellow painted letters and a brown background. Results of Informal Observations The informal observations of visitor behavior were conducted while taking photographs used in the sign simulations described above. Observation indicated that the most preferred of the exhibit structures was a large rustic stone structure in Yellowstone National Park (the structure used for figure 3). This structure is located at the Obsidian Cliffs exhibit turnout, where the landscape is attractive but common in the park context, set next to a riparian area interpreting cliff formations. The panels were recently replaced to meet current design guidelines suggested for exhibit panels. Every visitor observed stopping at this turnout viewed this exhibit. Each visitor spent at least three minutes reading the two panels; one individual was there for longer than six minutes. Length of time reading panels is generally considered to be a measure of success. SIDEBAR: Visitors frequently stopped at the numerous wayside exhibit turnouts, but were rarely observed viewing the exhibits. When they were observed viewing the panels, the effect was that of “window shopping,” walking by and glancing at the graphics without stopping to read the text. The participation observed for Figure 5 in Grand Teton National Park was much lower than for Figure 3. This anodized aluminum sign was typical of the majority of the park's recently installed wayside exhibits. The only site where visitors were observed spending longer than three seconds reading exhibit panels was at a turnout located at the south entrance to the park where the panels were larger and oriented. Visitors frequently stopped at the numerous wayside exhibit turnouts, but were rarely observed viewing the exhibits. When they were observed viewing the panels, the effect was that of “window shopping,” walking by and glancing at the graphics without stopping to read the text. These panels were designed with similar qualities regarding text, titles and graphics as the Obsidian Cliffs exhibit in Yellowstone. The role of the structure design in motivating participation should be considered. Perhaps, in addition to having sufficient size and complexity to attract the visitor’s attention, the structure design conveys a message as to the importance of panel subject matter. The structures considered to be most effective in motivating visitors to stop were larger and had more color or structural contrast and complexity compared to less preferred structures. PHOTOS: Figures 1 and 2: Corridor gateway or entrance signs, considered most effective Results of Logan Canyon Survey The results suggest that the structural design of scenic byway exhibits is important for motivating visitors to stop and view exhibits. There were clear preferences regarding scale, design and materials used for wayside and entrance structures. Informal observations of visitor behavior at existing exhibit sites supported the preference findings in this study. SIDEBAR: Exhibit visibility and design seem to play a significant role in motivating visitors to stop and view wayside exhibits. Structures with sufficient scale and mass to attract attention can also help enhance the visual resources if creatively designed and carefully sited. The structures considered to be most effective in motivating visitors to stop were larger and had more color or structural contrast and complexity compared to less preferred structures. Four of the five structures in the most effective group are built with natural materials and wood surfaces are stained rather than painted to preserve the natural quality of the wood. Three of the five are rustic designs of stone and wood. The next group had moderately high preference ratings were relatively large had painted wood or brick surfaces and moderate structural and color contrast and complexity. The materials and wood treatment have a less organic, more ìmanmadeî appearance than the more preferred structures. The least preferred structures were smaller compared to the other two groups, with a simple design and low color contrast. Entrance structures for scenic byways. The two structures that were considered the most effective of any of the eleven visual simulations presented were Figure 1 and 2. Conversely, the least effective entrance sign had the lowest mean value of all the structures tested. This shows the importance of entry sign design considerations. Interpretive Exhibit Structures. Results for both the multi-panel and single panel exhibit structures again revealed the importance of scale. The standards for highway signage suggest that the surface area of a sign needs to be at least 70 square feet to be conspicuous to a person traveling 55 miles per hour. The total exhibit dimensions of the most preferred exhibits exceed 70 square feet. Signs considered the least effective all have a “surface area” of significantly less than 70 square feet. Exhibit visibility and design seem to play a significant role in motivating visitors to stop and view wayside exhibits. Structures with sufficient scale and mass to attract attention can also help enhance the visual resources if creatively designed and carefully sited. A visual theme in the overall design of wayside exhibits and signs can enhance the intrinsic qualities of the byway and help establish a unique, coherent byway identity. The angled anodized aluminum panel has been widely used because it permits viewing the feature being interpreted while being sub- ordinate to the landscape. The addition of a roof increases visual presence and size and frames the view. The total dimension of the exhibit structure seems to be more critical than the whether panel is angled or vertical. Financial constraints often prevent large-scale primary exhibits for every site and not every site warrants this level of interpretation. Planning for byways should include identifying a few key sites that already generate visitor interest. Often key sites would be popular scenic overlooks or other unique natural sites such as or scenic water features or rock. These would be locations for primary exhibit structures with multiple panels. If visitors are attracted to and perceive a benefit from the interpretation as it is presented at these sites, they may be motivated to stop at smaller scale exhibits or participate in other interpretive services offered. Traditionally, inventory of resources has been the first step in planning interpretive services for scenic byways. Freeman Tilden said that the aim of interpretation was to reveal meanings and relationships and to promote appreciation and ultimately protection of the resource. Interpretive success is measured by increased participation and visitors’ comprehension of the meanings and relationships. Given the nature of scenic byways, a linear series of experiences over many miles, success may be increased if the focus is shifted away from an inventory of resources and objectives and toward orchestrating experiences for the visitor to encounter. PHOTOS: Figure 3: Multi panel exhibit considered most effective Figure 4: Multi panel exhibit considered moderately effective Figure 5: Single panel exhibit considered least effective Top Ten Misconceptions About RFP’S (Request for Proposals) Dean Johnson, Resource Strategies Corporation Minnetonka, MN 10.An RFP can be used to keep my current consultant honest or to straighten them out. 9. A good firm profile and professional resume is adequate to hire a consultant there is no need to check references or conduct interviews. 8. An RFP process should be used to legitimize selection of a consultant that has already been picked or is desired for the job. 7. An RFP is the best way to establish a scope of services and budget. 6. An RFP is a good way to justify a budget and create rationale for decision-makers to consider and authorize a project. 5. An RFP does not require a detailed scope of services ñ a budget will create the scope. 4. An RFP without a budget will foster better competition and net the lowest costs. 3. RFP’s are boilerplate – consultants donít mind preparing them. 2. An RFP is the best way to find or select a con- sultant. 1. The consultant will know what the client wants. 2001 Calendar Send calendar entries by the 5th of each month to center@byways.org February 7 Main Street Certification Institute in Professional Downtown Management National Main Street Center (NTHP) Washington, DC www.mainst.org/institute.htm (202) 588-6219 February 7 & March 7 Conference Call for Byway Leaders National Scenic Byways Resource Center (800) 429-9297, ext. 5 or mjohnson@byways.org March 1-2 Analysis and Preservation of Historic Bridges Sponsored by the American Society of Civil Engineers (ACSE) Las Vegas, NV (800) 548-2723 www.asce.org/conted/structural.html March 7-9 2001 Festival & Events Expo Show Atlantic City, NJ (360) 457-3141 April 1-4 National Town Meeting Sponsored by the National Main Street Center Indianapolis, IN (202) 588-6329 www.mainst.org April 3-7 Reveal the Untold Stories: Interpreting Sacred Places and Native People Spring Training Workshop National Association for Interpretation Honolulu, HI (907) 267-1278 or (402) 221-3472 April 18-20 Seeds of the Future/EMO Workshop Orlando, FL Contact Nancy Hummel (850) 922-7206 April 29 – May 2 Partnerships: Preserving the Past, Managing the Present, Planning the Future 2001 NARRP Conference NARRP, USDA Forest Service, & National Park Service Baltimore, MD (801) 733-2662 www.narrp.org May 14-16 10th Annual Las Vegas Tourism Security Conference Las Vegas, NV Contact Dr. Peter Tarlow at tourism@bihs.net August 24-25 Interpretive Planning for Byways Pre-Conference Workshop Bend, OR Contact (800) 429-9297, ext. 5 August 26-29 National Scenic Byways Conference Portland, OR Contact (800) 429-9297, ext. 5 National Scenic Byways Resource Center Arrowhead Regional Development Commission 227 West First Street, Suite 610 Duluth, MN 55802 SIDEBAR: VISTAS is printed on 100% post-consumer recycled paper, processed chlorine free.