final high springs development plan-2
TRANSCRIPT
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HIGH SPRINGSTourism Development Plan
2016-2026
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Supervising Faculty:
Dr. Ashley Schroeder
Institutional Sponsor:
University of Florida
Tourism Development Plan Contributors:
Jackie Celona &Erin Dinkel Tania Hernandez Marissa Mosher &
Suey Vendrell Sarah Lapp
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TABLE OF CONTENTS
Executive Summary................................................4Guiding Framework……………………….………...5Development Plan Objectives..............................................6High Springs Characteristics.......................................7Organization Structure................................................8Vision + Orientation + Value......................................................9SWOT Analysis............................................10-11Assets Analysis............................................12-13Competitive Analysis............................................14-17Competitive Comparison..........................................18Trends Analysis................................................19Capacity Analysis.................................................20
Destination Life Cycle............................................................21
Risk Analysis............................................22-24
Goal Setting..........................................................25
Objectives....................................................26
Scenarios.................................................27-30
Scenario Evaluation.......................................31
Ideal Scenario........................................................32
Market Analysis........................................................33
Assessments and Plan...............................34-38
Funding.........................................................39
Recommendation...........................................40
Evaluation......................................................41
Works Cited………………………………………….…...42
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EXECUTIVE SUMMARYTourism within Florida is steadily increasing, as
demonstrated by the record-breaking number of tourists that visited in 2014. As a booming tourism destination, this provides a huge opportunity for the cities within the state. Through this development plan, we hope to elevate High Springs to its full potential so that it too may benefit from this influx of tourism. This plan breaks down and analyzes High Springs' current assets and then presents several possible development scenarios accordingly. These scenarios demonstrate how the town can be further developed in a manner that will both preserve its historical nature and small town charm while transforming it into an attractive and successful destination.
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GUIDING FRAMEWORK
Core Resources and Attractors: • Made up of seven categories: physiography
and climate, culture and history, market ties, mix of activities, special events, entertainment, and superstructure.
• Physiography and Climate significantly impacts the overall environmental attractiveness of a tourism destination.
• Tourism superstructure, Tourism super structure includes: Accommodation facilities, food services, transportation facilities and major attractions. Tourism managers have a high degree of control of superstructure.
Supporting Factors and Resources: • Provide a foundation for the success of the
destination. • Includes: infrastructure, accessibility, facilitating
resources, hospitality, enterprise, and political will.
• Each factor is crucial for the success of a destination and allows for people to travel with ease and want to come back.
Destination Management: • The management function seeks to increase the
appeal of a destination by maintaining proper organization of the staff, customers, and supervisors.
• Factors include: marketing, human resource development, and crisis management.
Destination Policy, Planning and Development: • Provides a sustainable and competitive plan that fits
with the needs and goals of the community. • Includes: the system definition (strategy),
philosophy, vision, audit, competitive/collaborative analysis, development, and monitoring and evaluation.Qualifying and Amplifying Determinants:
• Can determine the potential of the destination as a competitive location
• Determinants include: location, interdependencies, safety and security, awareness and image, cost/value, and carrying capacity
Ritchie and Crouch (2003:63)
The guiding framework to develop this 10 year
tourism plan is taken from the Ritchie and Crouch
textbook. This framework is based on the components of Supporting Factors and Resources, Core Resources and Attractors, Destination Management, Destination
Policy, Planning and Development, and
Qualifying and Amplifying Determinants,
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The tourism development plan objectives of the
points of interest we hope to achieve within the
community.
TOURISM DEVELOPMENT
OBJECTIVES
To elevate tourism awareness and involvement within the local community
To capitalize on opportunities and minimize weaknesses within the town
To enhance commercial recreation and leisure for the area
To increase tax revenue in efforts to revitalize the town’s economy
To develop a framework for sustainable tourism development
To implement strategies that benefit the city's infrastructure, residents, and guests
To increase the town’s relevancy in a competitive market
1.
2.
3.
4.
5.
6.
7.
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HIGH SPRINGS CHARACTERIS
TICSHigh Springs is a small town located in the northwest corner of Alachua
County, approximately 20 miles north of Gainesville, FL. The town’s friendly atmosphere attracts visitors through their unique offerings of art, antiques, and outdoor adventures.
Area: 22.05 mi²Population: 3,600Average Temperature: 68.45°F
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ORGANIZATIONAL
STRUCTUREThe organizational
structure is the design of the government
departments within High Springs. This will be
used to implement the 10 year plan.
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VISION + PHILOSOPHICAL ORIENTATION + VALUE PROPOSITION
Visio
nHigh Springs will be a hub for cultural, educational, and recreational enthusiasts. Through a balance of small-town charm and outdoor adventure, we aim to keep High Springs off the beaten path but on the right track.
Philo
soph
ical O
rient
atio
n
This town boasts a traditional and humble environment that focuses on preserving its historical roots and the importance of local hospitality.
Valu
e Pr
opos
ition
High Springs is a small community that embraces its old-fashioned charm and the potential for increased destination value through its natural assets.
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SWOT ANALYSIS
Strengths• Local springs and state parks +
++• Once known as the antique
capital of North Central Florida +
• Near Gainesville +++• Annual art events ++• Quaint and historic downtown
area ++• Family oriented community +• Commercial recreation tours ++
+
• TOTAL (+) = 15
Weaknesses• Limited hotel and dining options
++• Not enough tourism
infrastructure +++• Limited destination marketing +
++• Lack of organized activity ++• Poor signage +++• Low current tourism
development priority ++• Lack of cultural diversity +• Appeals to limited market
segment ++ • TOTAL (+) = 18
Opportunities• Supportive locals for future
tourism development ++• Relatively large land space ++• Retiring of baby boomer
generation +++• Increase in active elderly
lifestyles +++• Partnerships with local
businesses ++• Accessible location ++• Creation and development of
further social media presence ++
• TOTAL (+)= 16
Threats• Hurricane season +• Flooding +• Low income area ++• Closed for business/empty
spaces +• Economy fluctuations ++• More popular neighboring towns
++
• TOTAL (+)= 9
Key: (+) = minimal importance (++) = moderate importance(+++) = high importance
The SWOT analysis is the process of evaluating
the Strengths, Weaknesses,
Opportunities, and Threats of the
community and how important they are.
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Upon conducting the SWOT Analysis, it appears that the city of High Springs presents a WO (weakness-opportunities) scenario. Knowing this, the best option is to eliminate the weaknesses as much as possible, while capitalizing on and developing the potential opportunities.
W OIn order to begin to eliminate the weaknesses, we must first raise awareness of the importance of tourism development. We could begin by increasing local hotel and dining options, which would not only increase our tourism infrastructure in the process but also potentially broaden the market segment that the town currently appeals to. To combat the lack of signage, we can utilize the opportunity of advertisement through highway billboards, distribution of fliers, social media outlets, etc. By increasing advertisement efforts, we can draw a larger scope of visitors to events held in the downtown area, such as art festivals, live music, and antique fairs.
The growing trend of active lifestyles amongst the baby boomer generation can be capitalized upon by highlighting High Springs’ existing core assets and attractors such as the natural springs and preserves. With increased community support of tourism development from residents, the large availability of land can be utilized to create an influx of community activities that attract visitors from surrounding towns. Due to the limited infrastructure offered in the downtown area, local businesses should take the opportunity to partner with one another in order to increase promotions and tourism offerings. We could then market these events through social media, which is currently only utilized on a small scale, leaving it open to be further developed and tailored to the town’s new and improved image.
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ASSETS ANALYSIS
Core Assets and Attractions in the Community
Physiography + Climate:• Located in Central Florida• Warm and temperate climate• Flat and wooded with farmland• Three local springs within 10 min. from town
Culture + History:• "Antique Capital" of North Central Florida• Friendly and welcoming locals• Quaint, family-oriented culture
Mix of Activities:
• Water sports• Spa + Leisure • Art Museum• Thrift Shopping• Weekly Farmers Market
Special Events:• Santa Fe River Fest – April 17• Annual Pioneer Days Festival – April 23• High Springs Christmas Parade + Tree Lighting
Entertainment:
• Downtown shopping district• Poe, Blue, and Ginnie Springs• O'Leno State Park• Drift Paddle Board Rentals• Adventure Outpost Kayak and Canoe Rentals
Superstructure:
• Cadillac Motel• Grady House Bed and Breakfast• Rustic Inn Bed and Breakfast• The Great Outdoors Restaurant• True Blue Cafe
Market Ties• Business Tie – employment with springs or state park• Tie to Smithsonian exhibit• Families visiting University of Florida
The assets analysis shows what the community already has in place in different core
assets and attractions.
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Supporting Factors and Resources
Infrastructure:
• Railway system built in 1892• Police and fire department• Government department• Education system• All basic service needs suppliers
Accessibility:• Access points via I-75, North Florida Highway• Gainesville Regional Airport (GRA) located few
miles outside of city• Multiple rental car services available
Facilitating Resources: • Limited human resources• Advisory board• Community Development Agency
Hospitality:• Hometown feel• Welcoming residents• Open to tourism expansion
Enterprise:• Minimal enterprise/business start-up• Retail • Agriculture • Nature and Wildlife Preservation
Political Will
• Low as seen by improper signage and superstructure
• Lack of DMO or CVB
ASSETS ANALYSIS (CONT.)
The assets analysis shows what the community already
has in place in different supporting factors and
resources.
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High Springs Micanopy Savannah, GA
Physiography + Climate:
• Located in Central Florida
• Warm and temperate climate
• Flat and wooded with farmland
• Three local springs within 10 min. from town
• Palmetto and pine scrub
• Bison and bear• Warm and
temperate climate• Heavy summer
rains
• Warm and temperate climate
• Miles away from Atlantic Coast
• Summer rains and light winter snow
• Rolling hills• Savannah River
Culture + History:
• "Antique Capital" of North Central Florida
• Friendly and welcoming locals
• Quaint, family-oriented culture
• 'Mom and pop' feel• Welcoming and
antique-driven atmosphere
• Open to tourism and visitors
• Historic district• Established 1733• Colonial
architecture• Art district (SCAD)• Music and film
festivals
Mix of Activities:
• Water sports • Spa + Leisure • Art Museum • Thrift Shopping • Weekly Farmers
Market
• Paynes Prairie• Smiley's Huge
Antique Mall• Barr Hammock
Preserve• Coon Hollo Farm• Delectable
Collectibles antique store
• Art and museums• Trolley and ghost
tours• Local food and
bars• Downtown
shopping• Historic tours• Biking, kayaking,
boating• Parks and
"squares"
COMPETITIVE ANALYSIS
The competitive analysis shows how the different
features from High Springs compares to similar
communities like Micanopy and Savannah.
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High Springs Micanopy Savannah, GA
Special Events:
• Santa Fe River Fest – April 17
• Annual Pioneer Days Festival – April 23
• High Springs Christmas Parade + Tree Lighting
• Trail of Payne 10k run in March
• Spring Cleanup Day- April 2nd
• Tree Committee Meeting- June 1st
• Micanopy Fall Harvest Festival- October 29th
• Savannah Zombie Walk
• "State of the Art" weekend
• Art March• Savannah Jewish
Film Festival• Savannah Music
festival• Craft Brew 5k beer
race• History on the run-
race for preservation
Entertainment:
• Downtown shopping district
• Poe, Blue, and Ginnie Springs
• O'Leno State Park • Drift Paddle Board
Rentals • Adventure Outpost
Kayak and Canoe Rentals
• Paynes Prairie• Antique shopping• Pearl's Country
Barbecue• Café Risque• Innovative
Entertainment- DJ service
• Savannah Theatre• Savannah waterfront• Savannah Slow Ride• Local bars and clubs• Downtown shopping• Savannah Derby
Devils• Savannah Smiles
Dueling Piano Bar
Superstructure:
• Cadillac Motel• Grady House Bed
and Breakfast • Rustic Inn Bed and
Breakfast • The Great Outdoors
Restaurant • True Blue Cafe
• Herlong House Bed & Breakfast
• Old Baptist Church• Simonton House• Pearl's Country
Barbecue• Old Florida Café• Coffee n' Creme
• Marchall House, Azalea Inn and Gardens, Old Harbour Inn
• Leopold Ice Cream• The Cathedral of
St.John the Baptist• Savannah College of
Art and Design
COMPETITIVE ANALYSIS (CONT.)
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High Springs Micanopy Savannah, GA
Market Ties:
• Business tie- employment at springs or state park
• Tie to Smithsonian exhibit
• Families visiting University of Florida
• Business tie- employment at Paynes Prairie
• Families visiting University of Florida
• Students at SCAD• Families visiting
SCAD• Business ties to port• Business ties to
Historic Restoration projects
Infrastructure:
• Railway system built in 1892
• Police and fire department
• Government department
• Education system • All basic service
needs suppliers
• Police and fire department
• Education system• Government
department• Visitors Center• Micanopy Cemetery
• Municipal Wharves• Historic Downtown
Squares• Water reclamation• Cemeteries
Accessibility:
• Access points via I-75, North Florida Highway
• Gainesville Regional Airport (GRA) located few miles outside of city
• Multiple rental car services available
• Access points via I-75
• Lake Wauburg via US 441/13th Street running through Gainesville
• Access points via I-95
• Walking paths and bike trails through downtown
• Hop-on trolleys through town
• Horse and Carriage • Savannah Airport
COMPETITIVE ANALYSIS (CONT.)
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High Springs Micanopy Savannah, GA
Facilitating Resources:
• Limited human resources
• Major and commission department
• Advisory board • Community
Development Agency
• Limited human resources
• Advisory board• Community
Development Agency
• Chamber of Commerce
• Tourism Management and Ambassadorship Department
• Compliance and Enforcement committee for tours
• Tourism Advisory Board
• VisitSavannah DMO
Hospitality:
• Hometown feel • Welcoming residents • Open to tourism
expansion
• Hometown feel• Original and country
restaurants and retail stores
• Historic• Welcoming locals• Open and
encouraging to tourism
• Eclectic
Enterprise:
• Minimal enterprise/business start-up
• Retail • Agriculture • Nature and Wildlife
Preservation
• Agriculture/farmland• Minimal
enterprise/business start-up
• Nature and Wildlife Preservation
• Retail• Antique• Tourism based
businesses• Moderate
enterprise/business start-up
Political Will:
• Low as seen by improper signage and superstructure
• Lack of DMO or CVB
• Low as seen by improper signage and superstructure
• Lack of DMO and CVB
• High as seen by proper signage
• Active DMO and CVB• Available
transportation• Government
funding
COMPETITIVE ANALYSIS (CONT.)
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COMPETITIVE COMPARISON
High Springs Micanopy Savannah, GA
Core Assets & Attractor
sLOW LOW MODERATE
Supporting Factors
& Resource
s LOW LOW MODERATE
The competitive comparison shows the Core Assets and
Attractors and the Supporting Factors and Resources within High
Springs as compared to Micanopy and Savannah.
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TRENDS ANALYSIS
The trends analysis is the different emerging trends in the tourism industry that we have implemented into the scenarios for High Springs.
Trend #1: Staycation
Traveling closer to home is ideal. This enhances the way locals perceive their own environment by providing insight into existing attributes. For example, High Springs can embrace this by creating a mailing list, locals-only discounts, word of mouth advertising and training locals to be ambassadors for tours (Fuggle, Lucy). If the staff at Ginnie Springs were locals, the overall morale and atmosphere of this tourism activity would be heightened with genuine knowledge and passion of the nature.
Trend #2: Experience
TravelAs affluent travelers become increasingly acquainted with cultures dissimilar to their own, the desire to see and experience something that is “authentic” and “genuine” has prompted the development of sites, museums, tours, and even hotels that simulate a foreign reality (Arianna Drumond). High Springs is known for its antiques and arts, which can be a major attractor to the tourism market if promoted properly. Visitors find interest in purchasing products that are perceived as traditional and local because it appeals to their desire for authenticity.
Trend #3: Adventurous
Baby Boomers
There is a growing trend within the baby boomer generation in pursuing a more active lifestyle. They having increasingly more disposable income as they reach retirement age and many of them are using this towards living a healthier lifestyle. According to Southern university only 11% of baby boomers face health problems. Also an article by US news stated that the Baby Boomer generation has a "growing interest in travel and recreation." This is an important trend as there are a lot of opportunity for the Baby Boomer generation to participate in recreational activities in High Springs.
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CAPACITY ANALYSIS
The capacity analysis consists of the maximum number of tourists High
Springs can welcome into the community, without
depletion of the physical, economic, and socio-cultural
environment.
High Springs has limited year-round capacity with a high season during the summer time. In 2013, the population of High Springs was 5, 535 people, so the low capacity is not currently an issue but could very quickly become one in the event of an influx in tourism. The downtown area consists of only one-street and could result in traffic density and lack of parking if the number of visitors increased substantially.
The High Springs Museum, Ginnie Springs, and state parks are the most important attractions for entertainment and recreation, but visitors may resist staying overnight due to the low lodging availability. As High Spring attracts most visitors during the summer, this would be the ideal time to hold sporting and recreational events as well as year-round art and music festivals.
Despite High Springs’ close proximity to Gainesville, it is still a small-population community and therefore the available human recourses and accommodation facilities must be increased for the sake of supporting potential tourism development.
• The High Springs Country Inn -19 rooms
• Cadillac MotelHotels:
• Grady House • Rustic InnBed +
Breakfasts:
Camping:
• The Great Outdoors Restaurant
• True Blue Cafe (limited seating)
• Bev‘s Burgers• The Talented Cookie
Company
Dining:
• Approximately 3,255 people within the working age population (ages 18-64)
Human Resources:
• Amtrak• Greyhound Bus Lines
Public Transportatio
n:
• Camp Kulaqua Retreat and Conference Center
• High Springs Campground• Blue Springs Park• Ginnie Springs Outdoors
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LIFE CYCLE
Getz proposed the destination life cycle model. It contains 6 stages that relate to the development of any given location.
High Springs is in the Involvement stage.
The city is beginning to notice increased visitor revenue, provide accommodation, guided recreation, and kick-start advertising.
The life cycle is the different stages a community will go
through as a tourism destination.
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RISK ASSESSMENT
Type of crisis Likelihood
Event Oriented Risk 1
Contaminated Water 2
Civil unrest 2
Wildfire 3
Act of violence against tourists
1
Death of a tourist/drowning 1
Animal attacks 2
Deadly heat wave 3
Hurricane 3
Flooding 3
This risk assessment addresses the likelihood of a
crisis happening in High Springs.
On a 1-5 Likert-type scale:1= very unlikely
5= very likely
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RISK ASSESSMENT
(CONT.)
Type of Crisis Vulnerability
Event Oriented Risk 2
Contaminated Water 3
Civil Unrest 3
Wildfire 2
Acts of violence against tourists 1
Death of a tourist 1
Animal attacks 2
Deadly heat wave 4
Hurricane 5
Flooding 4
This risk assessment addresses the vulnerability of the community to a crisis in terms of what it has in place
for protection and safety.
On a 1-5 Likert-type scale:1= low vulnerability5= high vulnerability
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RISK ASSESSMENT
(CONT.)
Type of crisis Composite score (likelihood + vulnerability)
Event Oriented Risk 5+2=7
Hotel bombing 2+3=5
Civil unrest 3+3=6
Wildfire 4+2=6
Act of violence against tourist 3+1=4
Death of tourist/drowning 4+2=6
Animal attacks 5+1=6
Deadly heat wave 3+4=7
Hurricane 4+5=9
Flooding 4+4=8
These scores are the combination of the likelihood
of a risk occurring and the vulnerability of the
community to the risk. The composite score shows the over all risk factors to High
Springs.
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GOAL SETTING
Our overall goal is to develop sustainable and desirable tourism.
By having cultural, educational, and recreational activities that draw visitors, High Springs will be a
successful destination.
Goals are broad ideal targets we, as the tourism
development council, hope to implement for High Springs.
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OBJECTIVES
The objectives are what we hope to achieve for the
community with the implementation of the ten
year plan.
Create welcoming environment for continuous increase of visitor arrivals
Increase signage for accessibility of town
Revitalize downtown through historic preservation and art enhancements
Create partnerships with businesses in neighboring towns
Generate awareness through a strong brand identity
Educate local residents on importance of tourism development
Strengthen external communication outlets
Increase downtown infrastructure and reduce existing vacancies
Increase revenue for tourism development
1.
2.
3.
4.
5.
6.
7.
8.
9.
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SCENARIOS
#1: The Great Escape
#2: Outdoor Adventure + Recreation Getaway
#3: Historic Art +
Music District
We developed three possible scenarios that could be the future of
High Springs. Each one is based on a different timeline and geared towards a different
demographic.
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SCENARIO 1: THE GREAT ESCAPE
High Springs is a historic and charming small town located between Gainesville & Lake City Florida. This historic city is filled with rich culture, history, tradition, recreation, and adventure. The majority of our visitors are retired and looking for a relaxing weekend trip. With health and fitness becoming so important, many of our visitors enjoy the ability to stay active while traveling. Most of our visitors choose our rental bikes to cruise around town and enjoy the beautiful views. Visitors seeking adventure can gear up with water sports equipment at Rum 28 and canoe their way down the Santa Fe River. They can then take a break from the hustle of everyday life and enjoy our popular “yoga at the park” events, held every Saturday afternoon in Memorial Park, located only 3 miles from our historic downtown. History lovers can travel back in time by stopping to explore the unique antiques at Roadside Relics. High Springs is known for the crystal blue springs and breath taking nature views. Visitors can’t leave without participating in one of our many nature tours or recreational activities; such as hiking, kayaking or water diving. The locals will make you feel at home in one of our historic Bed & Breakfast lodging options. This small Florida town will inevitably take you back to the simpler times, while immersing you in the natural beauty that High Springs has to offer.
Key Points • Small town with high
appeal to adventure seeking baby boomers
• Activities such as: • Yoga in the Park• Bike Rentals• Community Game
Nights• Antique Shopping• Afternoons spent
at parks & springs • Lodging is unique and
historic (Bed & Breakfasts)
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SCENARIO 2: OUTDOOR ADVENTURE & RECREATION GETAWAY
Welcome to High Springs, a city well known for its majestic scenery in true North Florida nature. All year around, Blue Springs, Ginnie springs, and Poe Springs attract many tourists seeking adventure and recreation in the outdoors. With the increasing trend of Multi-Generational Families traveling together, High Springs has taken the opportunity to create a weekend getaway package with a bundle of accommodations and activities that the entire family can enjoy. The Authentic High Springs Adventure package offers the convenience of time and personalization with bundle pricing. This package includes lodging options for either camping or staying overnight in cabins at the springs; bus shuttle services from the Springs to downtown; bike rentals promos; food & beverage discounts at selected restaurants; and special event tickets around downtown. When visitors initially arrive at the Springs, they can choose to participate in a variety of activities such as a Water Obstacle Course, Kayak Racing, or even join in groups for Aqua Zumba. After a day filled with water sports and wildlife spotting, explorers head to Main Street to splurge on a variety of local food delicacies. As the sun sets, visitors head back to the Springs to set up their tents in the campsite; the established cabins at the Springs; or relax in a cozy Bed and Breakfast.
Key Points: *Based on a 10 year
timeline
• Authentic High Springs Travel Package which Includes:• Admission to
Springs• Lodging:
• Campsites• Cabins
• Transportation:• Bus Shuttle• Bike Rentals
• Food & Beverage discounts to local restaurants
• Playhouse show
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High Springs is recognized for its presence in the tourism community as a cultural hub of arts, music, and history. Frequented by millennials, baby boomers, and families alike, its Savannah-inspired atmosphere is quaint, charming, and current while maintaining a small community feel and a welcoming environment. In the downtown district one can find a variety of antique malls, art galleries, gift boutiques, coffee shops, bakeries, and restaurants. In addition to these downtown staples, there are also frequent monthly events and attractions. During the weekends, there are historical tours available to tourists who have an interest in educating themselves on the town's roots and extensive history in a fun and entertaining manner. There are also arts and crafts festivals held regularly featuring local artists selling their handcrafted pieces and local musicians playing live music for the attendees as they browse. Art is featured in a unique manner during the town's gallery walks, when all of the town's galleries are open simultaneously and serving light refreshments. It is during this time that artists can also be seen painting intricate murals on the sides of the downtown buildings. As craft beer and street food is a growing trend in today's society, there are also seasonal rallies held in the town center that feature food trucks and local beer vendors from the neighboring Gainesville breweries. When the holidays come around, the town is truly brought to life with the ceremonious lighting of the community Christmas tree as well as the luminaries that line the historic cobblestone streets of downtown on Christmas Eve. Through these various events, which can all be found in the town's monthly event calendar, High Springs generates an ideal level tourism as well as enjoying a stable economic status through the revenue they bring in. High Springs provides the best of both worlds with its blend of historical old town charm and emerging contemporary trends, offering something for everyone in a town that truly embodies the good nature of the south.
SCENARIO 3: HISTORIC ART + MUSIC DISTRICT
Key Points:*Based on a 10-20 year
plan
• Attracts a variety of target market groups
• Small town feel with the activities and tourism draw of a successful tourism destination
• Unique and diverse events that appeal to all crowds
• Town has reached optimum long-term growth (beyond 10 year plan)
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SCENARIO EVALUATION
Objective Scenario #1 Scenario #2
Scenario #3
1. Create welcoming environment for continuous increase of visitor arrivals 2 3 5
2. Increase signage for accessibility of town 3 3 43. Revitalize downtown through historic
preservation through art enhancements 3 4 5
4. Create Partnerships with neighboring towns 2 4 55. Boost community involvement 2 5 5
6. Generate awareness through a strong brand identity 1 3 5
7. Educate local residents on importance of tourism development 3 5 5
8. Strengthen external communication outlets 2 3 49. Increase downtown infrastructure 3 4 5
10. Increase revenue for tourism development 2 4 5
TOTAL: 23 38 48
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IDEAL SCENARIO
The ideal scenario encompasses our vision and
objectives for the tourism development of High Springs in the prospective ten years.
It is structured to create value for the community while still preserving the
existing philosophy of High Springs.
10 YEAR IDEAL: Outdoor Adventure + Recreation
GetawayFor the purpose of a ten year
timeline, we have selected this scenario as the most feasible with the highest likelihood of successful implementation. As High Springs
already has all the existing natural infrastructure required, it would
not be difficult for this scenario to flourish within the time allotted.
FUTURE: Historic Art + Music District
However, we have also considered the future of High Springs beyond the next ten years and for the town’s long-term
sustainability, we foresee it transitioning into the Historic Art + Music District
scenario. This quaint, Savannah-inspired plan would encompass the preservation of High Springs’ historical characteristics while continuing to appeal to outdoors
lovers and cultural travelers alike.
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MARKET ANALYSIS
The market analysis goes over the ideal target market
for each scenario. This will be used to efficiently implement
the plan.
Target Market: "The Great Escape"Scenario 1 aims to attract the "baby boomer generation.” This market segment primarily includes retirees that are highly educated, have an interest in history, and boast high disposable incomes. They travel for pleasure, history, and leisure activates such as historical tours, spas, golfing, and other high end activities. 70% of this target market travel during the weekends and roughly 30% prefer to travel during the week. High Springs could be branded as the ideal place in Florida for retirees to come enjoy a stress free, nature-filled, relaxing weekend. Here they can get away from the constant rush of everyday life and enjoy the simple pleasures found in nature, history, and community.
Target Market: “Outdoor Adventure and Recreation Getaway”Scenario 2 is designed to target multigenerational families, including the baby boomer generation, X generation, and Y generation. Families are continuously looking for nearby vacations that everyone in the family can enjoy, without breaking the bank. Google trends reported a 10% increase in “staycation” searches, which makes families the ideal target market for High Springs. (Google, 2014)
Target Market: “Historic Art and Music District”Scenario 3 aims to target all generational areas, including millennials. According to Forbes, 86% of millennials wanted to experience the culture and 69% wanted to eat local foods. Millennials are the perfect target market as they will want to embrace the culture and history of High Springs and indulge in the local food and scenery. (Lane, 2016)
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ASSESSMENTS AND PLAN
This is the action plan and the accompanying steps that need to be taken to make the
ideal scenario a reality for High Springs.
Step One: Conduct Research
Overview:
The research process will provide a foundation of knowledge to begin implementing the ideal scenario and allow for a more
affective process.
Plan:
• Introduce plan at CRA meeting• Gather feedback from residents and
local business owners• Circulate visitor and resident surveys• Partner with the Alachua County
Tourism Development Council to conduct further research on surrounding demographics and feasibility of plan
• Create a research committee that can stay current on the latest trends and monitor the evolving opinions of stakeholders
Assessment:
• Analyze visitor and resident feedback• Create a monthly research report on
tourism activity• Monitor continuous involvement on
social media (Facebook, Instagram, Tripadvisor, etc)
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Step Two: Introduce and Develop Tourism OrganizationsOverview:
This step is crucial in maintaining efficiency of the ideal scenario.
These tourism related organizations will assist in making
High Springs a sustainable and competitive tourism destination.
Plan:
• Continue development and involvement of the Parks and Recreation Board and the Plan Board and Historic Preservation
• Work closely with Visit Gainesville as the DMO
• Create guidelines for new businesses to maintain the historic preservation
• Create a small tourism committee that can work with the DMO on a local level
• Keep tourism related issues in the CRA agenda.
Assessment:
• Measure activity done by the tourisms organizations
• Gather feedback from the organizations and other stakeholders on progress
ASSESSMENTS AND PLAN
(CONT.)
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Step Three: Increase Awareness and Advertise
Overview:
Through advertising, High Springs can increase their target segment and awareness in the surrounding
areas.
Plan:
• Begin advertising in local surrounding areas through billboards, Gainesville visitor center, and Visit Gainesville DMO.
• Create E-Mail updates for interested visitors
• Partner with UF to reach a larger market.
• Partner with Groupon/Living Social to provide coupons and deals as incentives for people to visit
• Increase presence on social media (Facebook, Instagram, Twitter, etc.)
Assessment:• Compare research reports
before advertising to research reports done after advertising.
• Compare financial gains after advertising
ASSESSMENTS AND PLAN
(CONT.)
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Step Four: Improve Infrastructure and Superstructure
Overview:
The development of infrastructure is important so that visitors may have
easy access throughout the destination. These include
transportation, and hospitality related businesses.
Plan:• Increase signage leading towards
downtown area, springs, parks, and visitor center
• Increase availability of public restrooms, particularly near the springs and parks for easy access
• Increase ease of transportation. (Shuttles from the springs to downtown, parking, bike racks)
• Increase accessibility with hotels/B&Bs via increased signage and easy parking
• Possibly introduce horse and carriage rides for downtown/historic area
• Maintain historic architecture through established guidelines with the Historic Preservation Board
Assessment:• Measure visitor satisfaction with
the increased signage• Analyze increase in visitors
through monthly research reports
ASSESSMENTS AND PLAN
(CONT.)
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Step Five: Product Development
Overview:
The product development stage is the creative step that will encourage more people to visit High Springs. This will
happen through the increase of activities and local events.
Plan:
• Introduce new events and activities that build upon the ideal scenario
• Create special gathering for local farmers market, live music, yoga in the park, rail to trail, recreation, etc.
• Provide incentives for local businesses to host special events
• Provide incentives for visitors to extend their trips. (Ex: Come for one day at the spring-stay another day for an arts market with live music)
• Increase local shops and antique stores to create a downtown shopping district
• Tailor events to high and low seasons to increase revenue on off-peak times
• Use hotel/B&B promotions to increase the length of visitors stays
Assessment:
• Measure length of visitors stays• Analyze visitor surveys, TripAdvisor
reviews, and social media interactions.
ASSESSMENTS AND PLAN
(CONT.)
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FUNDINGWays that High Springs can fuel their abundant ideas to be a desirable destination.
Tourism Development Council (increase bed tax revenue)
Cultural, Heritage, Rural, and Nature Tourism Grant Program
Small Business Grant Program
Federal loans and tax dollars
Recommended Funding Measures:
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RECOMMENDATIONS
Thoughts on how High Springs can become a
superior destination in North Central Florida.
Clear, visible signage with distinct city branding and evident sense of place
Local community is aware of and actively involved in tourism expansion efforts
Downtown spaces are no more than 20% vacant High Springs has an active and informative social
media/advertising presence Update websites to represent existing offerings Advertise/fully staff the 3 local springs Expand the number of farmer's market vendors and
increase event frequency Increase campsite lodging infrastructure to meet needs
of a broader target segment and increase bed tax revenue
Advertise in local restaurants for community outdoor water sports and activities
Properly train staff to be knowledgeable on the area for questions that tourists may have
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EVALUATION Evaluation must be
performed every 6 months to ensure that High Springs is remaining on track with the goals of the plan that it is
following.
Objectives Results Expected1. Create welcoming environment for continuous increase of visitor arrivals Increased visitor arrivals by 10% annually
2. Increase signage for accessibility of town Visitors are being directed into town center from highway/surrounding areas
3. Revitalize downtown through historic preservation and art enhancements Downtown is a thriving cultural hub
4. Create partnerships with businesses in neighboring towns Local offerings have been increased and
therefore meet a greater need
5. Educate local residents on importance of tourism development Locals are supportive and participative in
tourism implementations
6. Generate awareness through a strong brand identity Visitors are clear on what they will
experience when they visit the town
7. Strengthen external social media outlets Town has a strong, informative, and regularly active social media presence
8. Increase downtown infrastructure and reduce existing vacancies Area has a wide variety of offerings for
visitors to select from
9. Increase revenue for tourism development Revitalization is financially sustainable
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WORKS CITED
Fuggle, Lucy. "The Staycation Trend: 9 Creative Ways to Market Your Tours and Activities to Locals." The Staycation Trend: 9 Creative Ways to Market Your Tours and Activities to Locals. Trekk Soft, n.d. Web. 05 Apr. 2016. <https://www.trekksoft.com/en/blog/staycations-local-travel-market>
Drumond, A. (n.d.). CCTP725: Cultural Hybridity: Remix and Dialogic Culture Contextualizing Authenticity in Tourism: An Examination of Postmodern Tourism Theory. Retrieved April 05, 2016, from
Parks and Recreation: What's happening in High Springs. (n.d.). Retrieved April 08, 2016, from
High Springs. (n.d.). Retrieved April 08, 2016, from Drumond, A. (n.d.). CCTP725: Cultural Hybridity: Remix and Dialogic Culture
Contextualizing Authenticity in Tourism: An Examination of Postmodern Tourism Theory. Retrieved April 05, 2016, from https://blogs.commons.georgetown.edu/cctp-725-fall2013/2013/12/14/contextualizing-authenticity-in-tourism-an-examination-of-postmodern-tourism-theory/
Lane, Lea. (n.d.). Retrieved April 12, 2016, from Travel, U. N. (n.d.). Should You Swap Your Vacation for a Staycation? Retrieved April 12, 2016, from Visit Savannah http://www.visitsavannah.com. (n.d.). Retrieved April 13, 2016Grants. (n.d.). Retrieved April 13, 2016, from http://www.visitflorida.org/resources/grants-insurance/grants/
Ritchie, J. R. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. Oxon, UK: CABI Pub.