HandMade in America; HandMade in America; Community Development Community Development

in Western NCin Western NC

Case Studies on Community Case Studies on Community and Craftand Craft

Madison, WI Madison, WI –– Sept. 2007Sept. 2007

HandMade in AmericaOur mission is to

celebrate the HAND and the HANDMADE, to nurture the CREATION of TRADITIONAL and CONTEMORARY craft, to REVERE and PROTECT our resources and to preserve and enrich the SPIRITUAL, CULTURAL, and COMMUNITY life of our region.

Some HistorySome HistoryFounded in 1995We cover a 22 county region of western NCFounded with an initial grant from the Pew Partnership for Civic ChangeRegional planning process with more than 360 citizens on how to set up HandMade – purpose, 20 year goals and guiding principles established

Why HandMade?Why HandMade?

According to a 1995 study conducted by ASU, the total economic contribution of the craft industry to Western North Carolina is approximately $122 million.

Full-time producers contribute $25.6 million

Part-time producers contribute $22.7 million

Retail shops and galleries contribute $70.8 million (annually)

Our Purpose and Our GoalsOur Purpose and Our Goals

To make Western North Carolina the geographic center of handmade objects in the U.S.20 year goals and guiding principles at www.handmadeinamerica.org

Invisible Industry – Place Based

Clustering of Craftspeople and Related Businesses.

Case Study 1: Tourism & the Small Towns Program

67% of craft sales in WNC were to visitors

Authentic life style

Reverse the market

Our Guidebooks

Where are your sacred places?

Where do you not want visitors?

What would you share with a visitor about your craft heritage?

HandMade’s Tourism Program

Outreach to farmers and craftspeople

Marketing workshops

Hospitality training

Partner and Connect

Market through clusters and as a region

Packaging

Clusters in Tourism

Cluster through trails programsSmall townsThematicEncourage partnership through packaging, events, and cross-marketing

Birth of the Birth of the Small Towns ProgramSmall Towns Program

Towns left out Towns left out of the of the guidebookguidebook

Towns wanted Towns wanted more sitesmore sites

4 towns 4 towns 6 towns 6 towns 10 towns 10 towns 12 towns12 towns

Accomplishments & Challenges

Marketing

Keeping data up to date

New ways to stay current – packages

Maintain level of authenticity

Ways to tap into that economy for farmers

Sold over 50,000 of Craft and 10,000 of FarmsSpawned our Small Towns ProgramConsidered National Model15 replicated programsDocumented Econ Impact

Case Study 2: The Second Home and Construction Industry

One of fastest growing sectors in our region

In our 22 counties only one with zoning

190 gated communities in region (under const or recently completed.

Wealth Factor

2002-03 – Wealth grew 14% in the United States (those with incomes greater than 1 million dollars)

2003-04 – Wealth grew by 9% in U.S. and by 11% worldwide.

Grant to distribute to architects, designers and contractors

Planned training for craftspeople to work with contractors

New partners and appropriate ways to make those connections

Green Builders

Planned interiors book to release November

Architectural Sourcebook

Cluster in ConstructionShowcase homesClasses and training for both sidesSourcebooksLearning LabIncreased PR with clusteringTechnology

Case Study 3: Energy Xchange

History of the Site

Landfill was already a partnership –2 County Landfill for Mitchell and Yancey Counties

Idea originated in 1999 with a series of community meetings

Offices/ Visitor CenterGalleryPottery StudiosGlass Studios3 Greenhouses1 Aquaponics

Greenhouse3 Cold Frames

AccomplishmentsAccomplishmentsBoth sites in total are reducing methane emitted into the air equivalent to the removal of 22,000 automobiles from NC roads.6 new businesses graduated in 20046 new residents in 2005 (35+ applicants)Annual gallery sales average $25,000Annual plant sales average $40,000Annual Site visitation (after 1st year peak) is about 2,000Have worked with about 20 farmers to help with transition from tobacco into alternative crops

Role of PartnersRole of PartnersBlue Ridge RC&D Inc. (greenhouses and propagation of rare and native flora

Mayland Community College (horticultural training and research and businesses training)

HandMade (craft studios, gallery, and tourism)

Three Areas of Growth for WNCThree Areas of Growth for WNC

Second Home Second Home ConstructionConstructionTourismTourismMedicalMedical

Thank You!

Carole Summers Morriscarole@meritage-consulting.com

980/297-5775We specialize in cultural heritage tourism

–making the most of your assets.

www.handmadeinamerica.org