submitted by Adam Hazell, AICP, District 2 Director
We all want folks to come to our towns and spend their money. In the absence of industrial growth it is even more important for communities to lure visitors to support local service operations and the economy as a whole. Today, more communities are revaluating their attempts to draw tourism by adjusting to the new economy, changes in travel habits and the impact of modern technology. Fewer households are taking longer vacations and distant trips, but they are spending more time traveling to nearby locations that provide unique experiences within easy driving distances. This has resulted in a new tack for tourist development: Communities seeking regional tourists through a collection of smaller amenities as opposed to one large attraction.
At the forefront of this trend is Dawsonville, which years ago tried to capitalize on the City’s auto racing heritage with the 40,000 sf Thunder Road Museum. Despite a strong collection of NASCAR memorabilia and interactive exhibits, the attraction struggled and eventually closed for being too specialized, too remote and/or too small to sustain itself. Today Dawsonville is taking a more comprehensive approach that will incorporate revitalization of the historic downtown, efforts to concentrate commercial uses and the creation of new trails and park space. The City has also renovated part of the museum for a new City Hall while reopening the rest of the facility as the new Georgia Racing Hall of Fame and Museum. Dawsonville now hopes to foster a pedestrian scale downtown that connects both the historic core and the museum site. The form is primarily oriented towards local
businesses and consumers but will allow greater opportunities for commercial sustainability, and that will in turn help Dawsonville develop a unique and deeper character capable of attracting and supporting visitors.
There is growing desire among remote communities, especially those within the mountains and lakes, to attract visitors looking for more alternatives. Cities like Toccoa, Hiawassee, Clayton and Hartwell have invested in revitalizing their downtowns as commercial destinations while also fostering more cultural events, such as art showsand public markets, to help attract visitors. Lavonia and Franklin County debuted the new play “Land of Spirit” to celebrate local culture and folk life, while a slave cabin is being restored as part of a new museum and heritage center near Sautee Nacoochee. Outdoor recreation remains popular, as well, as many shops catering to hiking, hunting, fishing and biking were successful even in tough times. Often these businesses can attract tourists, as well, through word of mouth and cross promotion to their core customer base throughout the region.
This concept of tying into your regional identity has helped with the creation of two new tourism routes in the area. The Folk Potters Trail was one of two local tourism routes in Georgia recognized in a recent National Geographic magazine feature about the Appalachians. This route runs from Gainesville to Sautee Nacoochee, passing by many local shops, artists’ studios and folk art museums. Similarly, the Georgia Wine Highway winds from Clayton to Young Harris and downward to Braselton, passing by or near 10 of the 12 wineries and vineyards in the region. Along each path these routes connect several smaller towns that otherwise see little tourism while providing enough of an attraction through volume that individually was lacking among many communities. By building on a regional theme, these communities were able to work together in creating an attraction for visitors and locals
alike. The power of the internet also helps in promoting tourism possibilities to a wider audience and with greater detail.
All types of communities can find ways to increase their appeal to tourists with a proper marketing and development plan. Specialty tourism can succeed when general commerce is available with an attraction, allowing communities to better retain casual, short-term visitors. It is possible to promote a regional brand or interest, thereby making smaller attractions into something larger. Focused efforts to attract such tourism typically yield communities that are more appealing for local residents as well, by creating local amenities and adding to the economy.