middlesborough tourism market analysis

Transcription

MIDDLESBOROUGH TOURISM
MARKET ANALYSIS
STRATEGIC D E V E L O P M E N T A S S O C I A T E S
A U G U S T 1991
M I D D L E S B O R O U G H TOURISM M A R K E T A N A L Y S I S
MIDDLESBOROUGH TOURISM
MARKET ANALYSIS
OBJECTIVES
Strategic Development Associates was engaged by the Bell County Chamber of
Commerce to conduct a comprehensive market review and analysis of
tourism in the area.
The primary purpose of this project is to establish the information necessary
for developing a direction and strategy to capitalize on the potential tourism
opportunities in Middlesborough and the Cumberland Gap area currently,
and in the future associated with the tunnel project. In addition, the project
objectives include a comprehensive analysis and review of the existing
tourism activity in Middlesborough and Bell County. This analysis and review also include an inventory of existing attractions in the region.
RESOURCES
Strategic Development Associates utilized the following resources:
• Cumberland Gap Tennessee Studies — These studies were used to gather
information about tourism in Cumberland Gap as well as for a comparison purpose.
• National Park Service Data — The information provided by the National
Parks Service was used to determine how Cumberland Gap compares to
other National Parks in the region as well as throughout the Nation. It
was also helpful in developing a model for patterning a plan for
Cumberland Gap.
• Kentucky State Park/Tourism Data — The Kentucky State Park data was
used for comparison purposes for Pineville State Park.
• Tennessee Valley Authority/1-75 Profile Study — This study identified the
impact of the potential tourism opportunities from 1-75 traffic.
• Interviews with key Middlesborough citizens and local officials — The interviews provided insight as to the local perspective of tourism at the present time. In addition, this process generated ideas and attitudes critical to
developing a successful tourism initiative.
STRATEGIC D E V E L O P M E N T ASSOCIATES
METHODOLOGY
Strategic Development Associates employed a methodology to match local
perspectives and thought process, developed through surveys and interviews,
with a comprehensive analysis and review of the available data. In addition,
a review of similar park areas was conducted to provide a basis for comparison and planning.
The specific techniques utilized included:
• Survey and interviews to determine the local perception regarding tourism, tourist attractions, and the potential impact
of the Tunnel on tourism in the Cumberland Gap region.
• Detailed review and analysis of Local, State, and Federal
tourism reports and studies.
• Comparison of the Cumberland Gap National Park to similar
National Park areas.
• Inventory of existing regional tourist attractions.
SURVEYS
The interview and survey portion of this project was revealing and most
helpful in determining the perspectives that exist with regard to tourism in
the area. A detailed summary is attached. Generally the areas of major interest and the significant comments made include:
Economic Development
• Tourism is the third largest industry in Kentucky.
• Tourism should be a major economic development focus for
Middlesborough at this time.
• The tourism initiative will help stimulate other business opportunities.
• It is important to highlight the role of tourism as a means of
reinvigorating the local economy.
• Times are changing, it is important to start preparing for opportunities in the 1990's — the Tunnel is one of those opportunities.
Wet and Dry Issue
• The dry issue hurts the tourism activity
• Offering alcohol by the drink is an important element in attracting tourism if you hope provide food attractions for
tourist.
• Middlesborough is losing a lot of revenue from potential
liquor taxes.
• Zoning can control the level of wet and dry in Middlesborough.
Number of Tourist
• Middlesborough does not recognize the opportunity for tourist
because it does not pull the tourist off 25 E.
• First priority is to take care of the tourist that Middlesborough
does attract.
• Currently there are approximately 800,000 annual recreational
visitors.
The Tunnel's Impact
• People do not realize the business potential that the tunnel
could provide for the Middlesborough economy.
• We continue to have a brain drain because of a lack of opportunity — the tunnel provides a way to reverse that trend.
• 12% of the tunnel traffic will be trucks, because it will save 50
to 60 miles per trip.
• The current daily car count on 25 E ranges between 18,000 20,000 cars. The prediction is that by the year 2010, this could
double to over 35,000 cars.
Tourist Attraction Focus and Ideas
• Key tourist attractions include, the Lincoln Museum, Cudjo
Caverns, the Old Virginia Railroad, and the Wilderness Trail
which goes up to City hall in Cumberland Gap Tennessee.
We need to look at tourism in a more regional way, and position Cumberland Gap as the center piece for tourism in
Southeast Kentucky.
• The Pine Mountain State park, Big Bridge and Cove Lake are
complimentary to the National Park.
• Route 58 is the original Wilderness Trail.
• Middlesborough needs a hotel that is commercially acceptable
if we hope to encourage overnight stays at the Gap.
• The main tourist attraction needs to cater to kids
• We should build a tourist theme around the vast naturally
beauty of this area.
• An 18 hole golf course with a resort hotel could be a major attraction.
MIDDLESBOROUGH TOURISM M A R K E T A N A L Y S I S
REVIEW AND ANALYSIS
Middlesborough Regional Economic Analysis
The decline in the mining sector has had an dramatic effect on the
Middlesborough and Bell County Economy. In 1982 mining employed 2,178
people from the area, and accounted for 22% of total employment. In 1987
that number had dropped to 1,552, which accounted for 19% of the total employment. The latest figures show that in 1991 there are only 1302 people
employed by the mining industry, which is now 17% of the total employment. Due to the decline in mining sector the amount of payroll earned in
the area has also dropped. In 1982, mining accounted for $53 million in payroll or 41% of the total for the county. By 1987 that payroll had dropped to $47
million which represented 34% of the total in the county. It is estimated that
the mining payroll for 1991 will be only $38 million, or 29% of the total in the
county. The jobs that were lost were the highest paying of any of the industrial categories in Bell County, averaging nearly $28,000 per year.
Bell County Economic Development Efforts
The creation of the Bell County Chamber of Commerce has allowed for the
consolidation of economic development efforts in the region. The recent investment by the State in the area of transportation and education enhance the
overall economic development potential for Middlesborough. Continued focus on economic development by the local leadership will position Bell
County and particularly Middlesborough to take advantage of the opportunities which emerge from the major federal investment in the area associated
with transportation and specifically the Cumberland Gap Tunnel Project.
Role of Tourism in Middlesborough Economic Future
A tourism initiative which focuses on capitalizing on the dramatic increase
in average daily traffic as a result of the new tunnel could well change the
economic future of the Middlesborough region. A carefully developed plan
and marketing strategy will certainly increase the possibility of significant
outside investment in new tourist and recreational based ventures. This initial investment could be used as a catalyst for other business attraction which
would ultimately reinvigorate the entire economic structure of the region.
Cumberland Gap Tennessee Studies
The University of Tennessee conducted an analysis of Cumberland Gap
Tennessee from a tourist perspective and determined that this small but historic community hosts nearly 100,000 tourist per year. The primary attraction
is the interest that surround the Daniel Boone legend and his travels along
the Wilderness Trail which goes right up the City Hall of Cumberland Gap
Tennessee. The Tourism Commission conducted an economic impact analysis with respect to the Tunnel Project and determined that a regional attraction effort will be required to insure that this historic attraction remained viable.
1—75 Study
The Tennessee Valley Authority conducted a traveler profile study on
Interstate 75. A review of this study points up the need to promote to the visitors from the south considering that they make up nearly 40% of the traffic
during the summer months. In addition, it is important to recognize that
there are two types of tourist; local which come from a 200 mile radius and
vacation of pass through tourist who are predominantly from the Upper
Midwest.
Southern Kentucky is a natural stopping point and
Middlesborough, with its natural beauty and historical background could be
positioned as the center of this tourist area.
Impact of Major Federal Highway Projects
There are a number of significant transportation projects which could have a
major impact on the tourist traffic in the Cumberland Gap Region. These efforts include:
• U.S. 25 E. Kentucky expansion, cost $54 M, completion in 1993
• U.S. 25 E. Tennessee expansion, impact study, possible completion 1998
• U.S. 58 expansion to Virginia Beach, cost $1.2 B possible completion 1996
• Cumberland Gap Tunnel Project, cost $242 M, completion 1995
Key Elected Officials
A significant regional tourism effort will require the close cooperation of the
major elected officials in the three states which make up the Cumberland Gap
Region. These officials include the following people:
•Congressman Rodgers
•Congressman Cooper
•Congressman Boucher
-Ky
—Tn
— Va.
•Senator McConnell
•Senator Ford
•Senator Gore
-Ky
-Ky
— Tn
•Senator Sassar
•Senator Robb
•Senator Warner
•Governor Wilkinson
— Tn
— Va.
— Va.
-Ky
•Governor McWherter
— Tn
NATIONAL PARK COMPARISON
The analysis of the National Park Data was helpful in determining where
Cumberland Gap National Park fits in comparison to other National Parks in
the Southeast as well as throughout the country. A detailed summary of the
analysis is attached.
U.S. 25 E which passes through Cumberland Gap National Park has a daily
traffic count of approximately 18,000 to 22,000 cars. National Park Service officials project an average daily traffic count after tunnel completion of nearly
35,000 cars.
In 1989 based on National Park data Cumberland Gap reported approximately
887,000 recreational visitors. This ranks 11th out of the 52 national parks in
the southeast region. In addition Cumberland Gap ranks 13th out of 52 parks
in visitor days with 163,000.
The Southeast region account for the greatest number of recreational visits to
National Parks. In 1989 61,848,000 or 23% of all recreational visits to National
Parks were made in the Southeast region. The Western region was a close
second with 59,063,000 of 22%. The National Capital was third with 12%, the
North Atlantic was 4th with 11%, and the Mid Atlantic was 5th with 9%.
KENTUCKY STATE PARK/TOURISM COMPARISON
The analysis of the State Park Data was helpful in determining where
Pineville State Park fits in comparison with Kentucky's other State Parks. A
detailed analysis is attached. Generally Pine Mountain accounts for approximately 4% of the tourism activity when compared to the State Parks. The total annual occupancy ran slightly higher (6%) when compared with the other
parks
INVENTORY TOURISM RESOURCES
A detailed analysis of the existing tourism resources in the area is attached.
SIGNIFICANT FINDINGS
Opportunity
The increase in traffic from the Cumberland Gap tunnel will provide the area
with a substantial tourism opportunity in the future. Currently there are approximately 880,000 annual recreational visitors to the National Park,
Cumberland Gap Tennessee hosts 100,000 tourist per year and National Park
officials project that daily traffic count on U.S. 25 E which passes through the
Park will double after tunnel completion to nearly 35,000 cars per day.
Converting this into an economic reality for Middlesborough will require
careful planning, a positive community thought process and complete cooperation from the entire leadership in Middlesborough—both public and private. One of the quotes from the survey may well capture the major obstacle
which the community faces in attempting to capitalize on this tourism opportunity - "Middlesborough thought tends to be extreme, there is no middle
ground;people fall into two categories on most issues, they are either all for it
or totally against i t ! "
Specifically this market analysis and survey has identified a number of interesting potential tourism strategies which could be developed by
Middlesborough, they include:
•Middlesborough — The tourism center of southern Kentucky,
a short scenic drive off I—75
•Middlesborough — The shortest route to the Great Smoky
Mountains
•Middlesborough — Tour historic Cumberland Gap along
Daniel Boone's Wilderness Trail
•Middlesborough — Home of the new Cumberland Gap Tunnel
—enjoy the natural beauty of this National Historical Park
Critical Issues
It is important to focus on any issues which could effect the potential economic development associated with a major tourism initiative in
Middlesborough. Based on this market analysis, the following issues need to
be reviewed with respect to the impact they might have on a tourism development program.
• A lack of understanding by the Middlesborough citizens of the
economic importance of the tunnel project
• The perception that Middlesborough is not a community
which encourages investment from local or outside interests
• The perceptions associated with the wet/dry issue as they effect
tourism and hospitality
• The general sense within the community that Middlesborough
is not able to create or sustain a successful economic development initiative
Tourism Attractions
There are a number of existing local resources which could be developed
into major tourist attractions, which include:
• The Lincoln Museum
• Cudjo Caverns
• Restoration of the Gap and a transportation system to the
Hensley Settlement
• The Pinnacle
• The Wilderness Trail and the creation of "Boone "stops along
the way
• The natural beauty of the Frontier Forest — building on this
theme provide people a path back to nature and a less stressful
way of life including Pine Mountain, the Overlook.the Olde
Virginia Railroad with special emphasis on the history of
natural resources (coal and timber) in early America
• Restoration of the old English Village Market in downtown
Middlesborough featuring factory direct merchandise
• The Cumberland Gap region—a Natural Recreational Area
Resources Required
Capitalizing on the tourism opportunity will require the creation and the attraction of new businesses to the area. This market review and analysis has
identified a number of these activities which could be needed to support any
major tourism effort, they include :
• A first class hotel for overnight guests (the area might support
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a esort facility including golf and other amenities)
Entertainment attractions for children
Relocation of the Chamber and Tourism Center to a prominent location on U.S. 25 E
A promotional effort to attract retired senior citizens who reside in the south particularly AARP members
Expansion of the entertainment programs of the area facilities
and arenas including Pine Mountain and LMU
• Recruitment of a major outside investment source to support
a major development effort
• An expanded association with other major tourist centers in
the region including Renfro Valley, Great Smokey Mountains
and South Fork
MIDDLESBOROUGH
SURVEY SUMMARY
1. Comments
• Economic Development
•
We need to get people in Middlesborough on the band
wagon or we are going to miss out on the tremendous economic opportunity from the Tunnel
•
Tourism is the 3rd largest industry in Kentucky
•
Tourism is a major economic development focus for
Middlesborough
•
The tourism initiative will help stimulate other business
opportunities
•
It is important to highlight the role of tourism as a way to
reinvigorate the Middlesborough economy
• Wet / Dry Issue
•
In the 1950s Middlesborough was a little reno-it's important
that we frame the wet/dry issue in today's terms, it's directly
tied to economic development
•
Offering alcohol by the drink is an important element in attracting tourism if you hope to provide any food attraction
• With respect to the wet/dry issue a lot of people traveling
through here might stop if we made alcohol available with a
meal. It is naturally associated with any tourism effort
^ We are losing a lot of revenue from potential liquor taxes
•
The dry issue hurts the tourism attraction
•
Zoning can control the level of wet and dry
• Economic Situation
•
The decline in the mining sector has had an enormous effect
on the Middlesborough economy-losing several hundred
jobs which pay $35-50,000 a year is devastating to the local
economy. Many of the unemployed minors and/or their
families are working in fast-food operations for minimum
wages
•
Because of the high unemployment rate in mining the student worker part-time jobs are now being filled by adult
unemployed workers
•
75% of the school children qualify for the free lunch program which is offered to families with incomes below the
poverty level
•
The tourism opportunity from the new Tunnel might well
begin to turn around the economic situation in
Middlesborough
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There are 67,000 people in the shopping area,the average
household income is $18000
Number of Tourist
•
Because we do not pull the tourists off of 25 E our people
don't see them and therefore don't recognize the opportunity
•
What we need to be worrying about is what to do with all
the people we have attracted to Middlesborough
•
Currently there are approximately 800,000 recreational visitors annually
Tunnel
^ People do not realize the business potential that the Tunnel
could provide for Middlesborough
• The potential tourism business from the Tunnel is a major
economic development for Middlesborough
i/ People don't understand the opportunity the tunnel offers
the Middlesborough economy
^ We will continue to have a brain drain for lack of opportunities— the tunnel provides a major opportunity
•
12% of the tunnel traffic will be trucks, the tunnel will save
commercial traffic 50 to 60 miles
Cumberland Gap
• The tourist who is interested in history knows about
Cumberland Gap
•
The Cumberland Gap is an untapped resource
Roads &25E
•
Because the interstate system is becoming satuarated,I-75 particularly, the parallel roads are now beginning to recieve attention—25E
•
The daily car count on 25 E ranges between 18 to 22,000
•
The prediction is that the car count will increase to 35,000 by
the year 2010
•
25 E is a primary connector road
•
The Route 58 project will have a major effect on the
Cumberland Gap traffic
Tourist Attractions
^ Lincoln Museum, Cudjo Caverns and the old Virginia
Railroads are all nearby tourist attractions
•
Restoration of the Gap will be a big tourist attraction
• The Wilderness trail goes right up to the City Hall of
Cumberland Gap Tennessee
• The Pine Mountain State Park, Big Bridge and Cove Lake
are complimentary to the National Park
•
It is important to include Corbin, Morristown and Newport
into any plan
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Route 58 is the original Wilderness trail
The Trail of the Lonesome Pine is a great tourist attraction
If we do a downtown outlet mall, we need to do it distinctive
The Smokey Mountains is the major competition for attracting tourists
• Pigeon Forge has done a good job of attracting tourists using
a theme
^ We need a hotel that is commercially acceptable if we hope
to encourage overnight stays at the Gap
• Include Southfork when you promote southern Kentucky
• Regional Planning
• We need to get the three states together
• National Park
• The RV area needs electrical hook-ups
• Tourists
• There are two types of tourism
— Local, which is up to a 3 hour drive or 100 to 200 miles
— Vacation or pass-through tourist. Southern Kentucky is
the natural stopping point after a lengthy drive from the
upper midwest
• We need to educate our local people about what to tell people when asked what is there to do around here
2. Ideas
• Hotel
• We need a good resort hotel
• It is important to recruit a first class hotel to attract overnight
tourists
• Get the tourists to stay overnight
• We need more Bed and Breakfasts
• We need a good hotel for overnight stays
• Youth
• The main tourist attraction needs to cater to kids
• We need entertainment for the young people, i.e. a water
park etc...
• Comparable Areas
• We need to look at the Pigeon Forge outlet mall as an example
• Historical
• We need to focus on the historical significance of the Gap
both from the Daniel Boone perspective as well as the
English Company Development of Middlesborough
^ Capitalize on the Boone history, create Boone stops
• Promote the Hensley settlement
• Capitalize on Kentucky's Bicentennial
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We need to develop family-like attractions, like Pine
Mountain-the focus could be on historical or genealogical
• We could create a downtown community park built around
the historical theme
• Restoring the trail through the Gap is an attraction within itself
• One theme for tourism attraction is to develop related attractions around the Appalachian culture
Coal / Timber
• We need to develop something in Middlesborough to attract
the tourists and get them to stop and stay a while
^ The proccess of coal mining and the vastness of our lumber
resources could be the focus of a major museum attraction
for this area. For example: Stearns, Kentucky
^ Coal is our chief resource, why not use it as the focus of a
tourist attraction
Nature
1/ We should build a tourist theme around the vast naturally
beauty of this area-people are looking for a way to take the
stress out of their life, why not make it Middlesborough.
Give people a way back to nature. If it is done differently it
will attract people, for example completing a designated walk
in the hills course earns you certification as an authentic
Hillbilly, this has great international appeal
25 E
• A sign on 25E directing tourist to Middlesborough would
make a great impact
• Promote the new 25 E as the shortest route to the smokies
• The Chamber & Tourism office needs to be moved to 25 E
Senior Citizens
• Promote this area as a retirement area, it is inexpensive
• Promote to visitors from the south, particularly AARP as a
way to get away from the summer heat (40% of visitors are
from south)
Entertainment
• Events need to be created to provide tourist attractions
• The LMU arena is idea for concerts etc., it seats 6,000
• We need to create events to attract tourists
• An 18 hole golf course would attract tourist to stay
•
Provide something in the entertainment area such as an
outdoor drama
^ Tennessee has a winery
• An 18 hole golf course with a resort hotel could be a major
attraction, Deerfield near LaFallotte is a good example, in ad-
• Retail
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dition Cumberland Gap also could offers horseback riding
and hiking,
An outlet mall could pro ( an excellent tourist attraction
A unique retail theme can certainly attract tourism, an example would be a crafts theme
•
An outlet mall could encourage a longer stay by tourist in
our area
•
Middlesborough would need an outside developer
•
Develop an English theme for downtown Middlesborough
as an attraction, promote crafts and antiques
• Cumberland Gap
*/ We need to give local people a sense of the potential of the 1
million annual tourist who visit the Gap and the greater
impact of the Tunnel
•
The town of Cumberland Gap is a storybook town
• Food / Drink
• We need a good sitdown restaurant
• South East Kentucky
•
We need to link the LMU facility to our tourism initiative
•
Southeast Kentucky is a natural tourist attraction-I-75
•
We need to look at tourism in a more regional way and position the Cumberland Gap as the centerpiece for a tourism in
southern Kentucky. Then we could focus on attracting
tourists for 3 to 4 days stay in southern Kentucky and market
it that way
•
Consider developing Stearns Kentucky as a mining camp
museum
•
Include Renfroe Valley and the Lincoln Museum in any
marketing effort
3. Quotes
• Economics / Opportunities
•
Times are changing, it's important we start preparing for opportunities in the 90's and the Tunnel is certainly one of
those opportunities
•
The Tunnel is of utmost importance to the future of economics in this area
• We need to raise the general awareness of the tunnel project
— For Middlesborough.people
— For the development community
— For the investment community
• We need to convince capital sources that the tunnel makes
Middlesborough a good place to invest
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• 25E
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The Tunnel and the emerging Tourism potential offers the
best available short term economic development opportunity for Middlesborough
To a great extent, the money made in Middlesborough is not
reinvested here
To make this project work we need a local lead investor
Although the tunnel is a major asset to this area, we have to
have a viable plan to capitalize on it
We need to encourage investment in this community.
People will invest if they are made aware of the opportunities
A tourism initiative could provide Middlesborough with
some economic hope
•
The Tunnel will make 25 E the short-cut to the Smokies and
the Carolinas
•
If you wonder what the potential tourist traffic could be, just
look at the backup on 25 E at 4:00pm or when there is road
work or an accident
National Park
•
We're not taking advantage of the economic development
opportunity associated with the national park
Wet / Dry issue
•
We need to stop quarreling about individual issues such as
wet vs dry or local politics and focus on the real issue effecting Middlesborough-economic depression
•
With regard to the dry issue, people tend to believe what
they are told rather than consider the facts for themselves
•
The wet / dry issue is beginning to have a serious effect on
the Middlesborough economic development effort
Middlesborough thoughts
•
In Middlesborough we tend to want things without being
willing to work for them
•
For the most part Middlesborough thought tends to be extreme, there is no middle ground-people fall in two categories on most issues, they are either all for it or totally
against it
•
There seems to be too much concern about what
Middlesborough was like in the early days. Those days are
gone we need to plan for the future
Attractions
•
Currently Middlesborough has nothing to keep tourists in
the area
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Our first priority for capitalizing on the Tunnel / tourism
idea should be identifying the right attraction and recruiting
the investment needed
• We could attract local tourists from up to 250 miles away
We could use the crafts in the area as a natural tourist attraction
NATIONAL PARK D A T A
• Total number of Recreational Visits to National Parks in 1989 - 269,399,837
Regions Ranked
1.
2.
3.
4.
5.
Southeast
Western
National Capital
North Atlantic
Mid Atlantic
61,848,798
59,063,810
32,328,581
30,848,325
23,819,662
23%
22%
12%
11%
9%
• Southeast Region's Recreational Visits to National parks in 1989 - 61,848,798
Top Parks in the Region
1. Blue Ridge Pkwy
2. Natchez Trace Pkwy
3. Great Smoky Mtns.
4. Gulf Islands NS
5. San Juan Island
6. Cap Hatteras NS
7. Mammoth Cave NP
8. Challahoochee River
9. Martin Luther King Jr. NHS
10. Canaveral NS
11. Cumberland Gap
26%
17%
13%
7%
4%
3%
2.7%
2.6%
1.6%
1.5%
1.4% (887,570)
• Southeast Region Total Visitor Days to the National Parks in 1989 24,495,950
Top Parks in the Region
1. Blue Ridge Pkwy
2. Great Smoky Mtns. NP
3. Natchez Trace Pkwy.
4. Cape Hatteras NS
5. Everglades NP
6. Challahoochee River NRA
7. San Juan NHS
8. Big South Fork NRA
9. Biscayne NP
10. Chickamuago and Chattanooga NP
13. Cumberland Gap
35%
23%
13 %
4%
2.6%
2.2%
1.8%
1.6%
1%
> 1%
> 1% (163,078)
• Southeast Region's Recreational Vehicles Overnight Stays for 1989 - 549,076
Top Ten Parks in the Region
2. Gulf Islands NS
3. Blue Ridge Pkwy.
4. Cape Hatteras NS
5. Everglades NP
6. Mammoth Cave NP
7. Natchez Trace Pkwy.
8. Big South Fork NRRA
9. Big Cypress NPRES
10. Cumberland Gap NHP
32%
23%
13%
10%
9%
4.5%
3%
1.8%
1%
.8% (4395)
• Southeast Region's Back Country Overnight Stays in 1989-109,775
Top Eight Parks in the Region
2. Gulf Islands NS
3. Cumberland Island NS
4. Cape Lookout NS
5. Everglades NP
6. Mammoth Cave NP
7. Blue Ridge Pkwy
8. Cumberland Gap NHP
63%
10%
7.6%
7%
6%
2%
1.3%
1.3% (1451)
• Recreational Visits in 1989 - Cumberland Gap NHP vs. the other NHP in
the Country
1. Valley Forge
2. San Francisco Maritime
3. Boston
4. Chesapeake & Ohio Canal
5. Minute Man
6. Cumberland Gap
7. Morristown
8. Harpers Ferry
9. Pu' Uhonua o Hanaunau
10. Appomatlox Court House
11. Lyndon B. Johnson
12. San Antonio Missions
13. San Juan Island
14. Nez Perce
4,700,074
5,203,302
2,135,152
1,970,287
916,595
887,570
643,232
624,168
414,589
377,440
286,686
270,136
251,399
241,625
15. Saratoga
149,280
16 George Rogers Clark
118,085
17. Klondike Gold Rush
87,736
18. Chaco Culture
84,433
19. Klondike Gold Rush Washington 67,182
20. War in the Pacific
57,404
21. Kaloko- Honokohau
17,354
22. Women's Rights
15,495
STATE PARK D A T A
• Total Annual Occupancy for the Calendar Year 1988
State Parks Ranked bv Units Occupied
1. Lake Barkley
2. Kentucky Dam
3. Lake Cumberland
4. Cumberland Falls
5. General Butler
6. Kentucky Lake
7. Jenny Wiley
8. Barren River
9. Natural Bridge
10. Rough River
11. Pine Mountain
12. Carter Caves
13. Greenbo
14. Buckhorn
15. Pennyrile
16. Audubon
31,609
31,173
21,985
21,554
16392
16^26
16,135
14,404
11,841
11,247
10,590
9,706
7,180
6,174
6,491
946
% of Total
18.2%
18%
12.6%
12.4%
9.4%
9.4%
9.3%
8.3%
7%
6.5%
6%
5.6%
4%
3.5%
3.7%
.5%
Inventory of Tourism Locations and Sites
within the Middlesborough
Bell County Region
Renfro Valley, Kentucky - A small community located near Interstate 75
south of Berea, Kentucky and north of London, Kentucky has been known as
the County Music Capital of Kentucky. In the community exists a music hall
similar to the original Grand Ole Opry in Nashville, Tennessee. Not only
have many of Kentucky's county and western singers and Bluegrass singers
performed at Renfro Valley the community has been able to attract major
performers in country and western music. The format has remained less
sophisticated than the Grand Ole Opry in Nashville but it has become a major
attraction in the country and western music scene. They have a nightly
barndance and have a radio and television cable syndicated show. The
community has invested heavily in the restoration of the music hall and has
been able to attract numerous shops and retail establishments. The Renfro
Valley Village shops include stores that sell handmade quilts, afgans and
rugs, handcrafted baskets, pottery, western clothing, jewelry, decorative
glassware, handmade dolls, Christmas decorations and antiques. The
community also supports a number of restaurants that cater to the visitors to
Renfro Valley.
Renfro Valley Tourist Attraction Rating: Good - The appeal is based on one
specific element, country and western music, but it has broadened it's appeal
by adding other elements such as shopping and eating. The significant
element is that the community is investing in tourism and it is starting to
translate into economic development for the community. As Renfro Valley
builds its tourist visitor numbers it is anticipated that new attractions will be
added which will expand the appeal of the community.
Berea, Kentucky - The community of Berea, Kentucky has become known
has the craft capital of Kentucky. Berea is located next to Interstate 75 in the
southern part of Madison County. In recent years the community has been
able to attract manufacturing operations to the community but it is better
known for Berea College, the college for mountain people, and for the crafts
industry. As part of the college Boone Tavern has become famous for its
Kentucky menu in it's restaurant and the quaint country accommodations.
Boone Tavern is included in most of the country inn guides to America. In
addition to crafts the community has a large number of antique stores. The
proximity to Interstate 75 and the north/south traffic makes the perfect
combination to attract visitors.
Pigeon Forge/Gatlinburg, Tennessee - These two Tennessee com-
munities are considered the main attraction area of the Tennessee side of the
Great Smoky National Park. The communities are approximately 30 miles
southeast of Knoxville. There are nearly 18,000 hotel/motel rooms and 4,000
campsites available in the area. In Gatlinburg there is a convention facility
that can accommodate 2,000 people. There is one 18 hole golf course (Bent
Creek), 15 tennis courts and the biggest attraction is Ober Gatlinburg, the snow
ski facility. There are eight ski runs and two ski lifts. There are numerous
festivals in Gatlinburg with a special Winterfest which aims at the ski tourist.
Pigeon Forge has one major attraction which is Dollywood. The theme park is
based on the Appalachian Mountain society. The park attracts over 2.5
million visitors a year and has just completed a six million dollar expansion.
The park features a number of rides and exhibits. Also the park has a theatre
which features musical entertainment. The park is open from late April until
the end of October. The park reopens at Thanksgiving and at special times
during December. The park is focused on family tourists and has a number of
rides and facilities for children. Pigeon Forge has a miniature golf and race
track, two walking trails, one 18 hole golf course, 10 tennis courts, and
facilities for fishing. There are also two parks for picnicking.
Pigeon Forge/Gatlinburg, Tennessee Tourist Attraction Rating: Very Good to
Excellent. The communities offer a wide range of activities for every member
of the family. It is anticipated that the area will continue to grow and attract
new facilities.
Knoxville, Tennessee - The Knoxville urban area is the largest city within
the fifty mile radius of Middlesborough, Kentucky. The city of Knoxville has a
number of tourist attractions but the biggest draws are based on sports
activities at the University of Tennessee. It has a well developed tourism
department and was the site of the 1982 World's Fair. Knoxville competes
with cities like Lexington, Kentucky, Chattanooga, Tennessee, Louisville,
Kentucky and Nashville, Tennessee for conventions and tourism activities.
Knoxville is a frequent stop by tourist from Canada and the upper Midwest of
the United States due to it's location on Interstate 75 which is major auto
route to Florida.
Knoxville Tourist Attraction Rating: Very Good to Excellent - Knoxville has
a varied selection of hotel and restaurant facilities, museums, zoo, sports
attractions and promotional activities.
Special Note: Knoxville is an urban center which does not directly compete
with Middlesborough for tourists. In fact Knoxville can be an excellent source
of tourists for Middlesborough.
Kentucky State Parks and Resorts - It should be noted that the Kentucky
state park system is a well developed system that trys to combine as many
natural features with recreational features as possible. All the state parks
feature camping and trails. Most of the parks feature cabins and a lodge. The
cabins, lodges and resort restaurants are some what similar throughout the
state. However some of the park facilities offer added features such as a
marina where there are lakes, full 18 hole golf courses, exercise and health
facilities which include saunas, hot tubs and tanning booths. Many of the
lodges have swimming pools and a few have covered swimming pools for
year round use. Some of the parks maintain a stable are have horse riding
trails. In addition some of the parks have meeting or convention facilities.
Pine Mountain State Resort Park, Pineville, Kentucky - Pine
Mountain State Resort Park is one of the major attractions in Bell
County. The park has a lodge with restaurant, meeting rooms, swimming pool, tennis courts, cabins and an out door amphitheater. The
park has walking trails and the best views of Cumberland Gap. At the
present time Pine Mountain has a nine hole golf course but in order to
attract additional tourist the Park needs a full 18 hole golf course.
Pine Mountain State Resort Park Rating: Good to Very Good - Pine
Mountain is one of the best parks in the Kentucky state park system.
The golf course needs to be expanded to 18 holes. The park lacks a major water feature such as Cumberland Lake which limits some of the
options for the park. The park needs expanded meeting facilities and a
dedicated effort to attract state meetings and annual retreats. Listed below are other Kentucky state parks and state parks in Tennessee and
Virginia. Pine Mountain has the ability compete with all of these facilities but the one area of difficulty to expand beyond the present market
is the lack of a major water attraction. Lake Cumberland is a major attraction for out of state tourists and Kentucky tourists due to the water
facilities.
In addition to Pine Mountain State Resort Park in Pineville
there are six state parks within a seventy five mile radius of
Middlesborough. Each of the parks feature the standard amenities of a Kentucky state park. Those amenities such as a lodge,
cabins, and a restaurant. Special features are noted.
Levi Jackson Wilderness Road State Park
* Offers camping, picnicking, hiking, riding, and swimming. The
park does not have a lodge or cabins.
General Burnside Island State Park
* Offers camping, picnicking, boating, fishing, swimming and
riding, the park does not have cabins or a lodge.
Buckhorn Lake State Park, Buckhorn, Kentucky
* Offers beach facilities, bicycle rentals, fishing and miniature
golf. The park has a lodge and camping but does not have
cabins.
Cumberland Falls State Park, Corbin, Kentucky
* Offers the largest waterfalls east of the Rockies, except for
Niagara Falls. It is home to the only moonbow in the western
hemisphere. The park has camping, cabins, a lodge,
picnicking, fishing, swimming, and riding.
Levi Jackson State Park, London, Kentucky
* Offers the Mountain Life Museum and McHargue's Mill, home
of the world's largest collection of millstones. The park does
not have a lodge or cabins but has camping facilities.
Kingdom Come State Park, Cumberland, Kentucky
* Offers fishing, hiking and petal boats. The park does not have a
lodge, cabins or camping facilities.
** Historic Shrine of Kentucky **
* Dr. Thomas Walker State Shrine, Barbourville, Kentucky
Reconstruction of the one-room cabin of Dr. Thomas Walker,
the first white man in Kentucky. The shrine has a picnicking
facility.
Tennessee State Parks and Resorts - Within the fifty mile radius of
Middlesborough there are three Tennessee state parks and a historic site.
Norris Dam State Resort Park, Norris, Tennessee - This state
park is located on Norris Lake. The dam at Norris Lake is the
first project of the Tennessee Valley Authority. The park features
a museum, a working gristmill, chalets and campgrounds.
Roan Mountain State Park, Roan Mountain, Tennessee - The
major attraction of this park is the winter skiing. It is a crosscountry ski resort in winter.
Pickett State Park and Forest, Big South Fork National River and
Recreational Area, Tennessee - Tennessee state park with camping facilities. The park serves the Big South Fort National River
and Recreational Area. Additional activities available are fishing, hiking , and water recreation.
**Historic Shrine of Tennessee**
Davy Crockett Birthplace Park, Limestone, Tennessee - This
park features a replica of the Crockett cabin on a five acre site.
Virginia State Parks and Resorts - Within the fifty mile radius of
Middlesborough there are three state parks.
Breaks Interstate Park, Breaks, Virginia - The park features a five
mile-long canyon along the Russell Fork River. The park as
adopted the nickname "Grand Canyon of the South". The Park
has a lodge, cabins, swimming facilities, a coal exhibit and a natural amphitheater.
Grayson Highlands State Park, Mount Rogers, Virginia - Mount
Rodges is the tallest peak in Virginia. The park offers camping,
hiking and bridle trails. It also has access to the Appalachian
Trail.
Hungry Mother and Douthat State Parks,
Hungry Mother ,Virginia - This park has camping and cabins
and is know for its wilderness conditions. The park is noted for
its fishing.
National Parks
Great Smoky Mountains - This national park is the most visited
national park in the United States with more than six million
visitors each year. The park straddles the North Carolina and
Tennessee state line. The park was created in 1940. The Cherokee
Indians considered the Great Smokies as part of their empire but
when the U.S. government forced out the Cherokees in 1838
some escaped into the mountains. The eastern Cherokees is the
last tribe of Cherokees and their reservation is located next to
and in the National Park. The park has extensive hiking trails,
designated biking trails, fishing areas, horseback riding and scattered historic sites throughout the park. In addition the park has
10 developed campgrounds with tent sites, some trailer and RV
spaces, restrooms, water fountains, tables, and fireplaces. The
campsites do not have showers or electrical or water hookups.
Cherokee Indian crafts are available throughout the park but the
more authentic Indian culture can be found at the Oconaluftee
Indian Village and the Museum of the Cherokee Indian. The
park has two lodges. LeConte Lodge is located near Mt. LeConte,
the highest peak in the Great Smokies. There are small cabins
near the lodge. The Wonderland Hotel is the other lodge and is
located in Gatlinburg, Tennessee. One of the major attractions
for tourist is the Blue Ridge Parkway that extends through the
park. It is almost bumper to bumper to traffic in the autumn season. Due to the pollution created by auto pollution the park may
limit the access to the park.
Big South Fork National River and Recreational Area (South
Fork Cumberland River) - The Recreation Area was created in
1974 as result of legislation, the Water Resources Development
Act, sponsored by Tennessee Senator Howard Baker. The U. S.
Army Corp. of Engineers has study the area on numerous occasions since 1881 when it was thought that the Cumberland River
could be a major water transportation link. While the
Recreation Area has a few historical sites the main activities in
the Recreational Area are hiking, horseback riding, camping,
rafting, and canoeing. There are few facilities for the Recreation
Area and access is limited. There are no plans at this time to expand the facilities or services. The Big South Fork is dedicated to
those individuals that like the wilderness.
Cumberland Gap National Historic Park-(More detailed information about the park is included in the overall study)
Cumberland Gap is considered a critical focal point in early
American history. The Gap served as a major entryway for settlers through the Alleghenies. The Gap enabled Kentucky to gain
population quickly and become the first western state to enter
the Union in 1792. The park has a visitors center near
Middlesborough, Kentucky which houses a museum, an orientation program and an information desk. From the visitors center, one can take the 4-mile Pinnacle Road which passes a small
earthen Civil War Fort on the way to the panoramic overlook.
Other interesting locations include Tri-State Peak, where a 4mile trail leads to the meeting point of three states and Cujo
Cavern which has the world's largest stalagmite. The stalagmite
is 65 feet high and 35 feet in circumference and continues to
grow. It is called the "Pillar of Hercules" and is estimated at
eighty-five million years old. The park does not have food or
lodging facilities and restrooms are available only at the visitors
center. The Wilderness Road Campground has 160 spaces 13
group sites. The sites are open from mid-March through
November and offers tables, grills, water, flush toilets, showers,
and a dump station. The park also has four back-country campgrounds with primitive facilities but can be used by permit only.
The new Cumberland Gap Tunnel will reroute 25E and the
National Park Service plans to return the Wilderness Trail
through the Gap to its original state. The Wilderness Trail will
become a hiking trail and it is anticipated that horses will be
available for the trail.
Historical Communities and Sites Rugby, Tennessee - This small town is located on Tennessee
highway 52 about seven miles west of U.S. 27 and twenty miles
south of the Kentucky line. The town was founded in 1880 by
English settlers. Rugby has an excellent collection of Victorian
homes and buildings. Some of the finer buildings are open to
the public and the most notable building is the Christ Episcopal
Church which was completed in 1887. The community has a
small flow of visitors with a few antique shops and craft stores.
Cumberland Gap, Tennessee - The town was founded in 1750
but the community was not settled until 1775 when Daniel
Boone used Cumberland Gap as a camp. Up until the 1830's the
Cumberland Gap became a major transportation route from
people moving to the west and from north and south transport
of goods. During the Civil War the Gap was a strategic objective
for both the North and the South. In the late 1800's the town
once again began to grow with a large group of English developers settling in Cumberland Gap and Middlesborough. The community has an old iron furnace park, an old fashioned drug store
and many Victorian buildings but little of the town has been developed into a tourist attraction. At the present time the community has potential but little or no attraction. Note: Once the
new Cumberland Gap tunnel is completed the town of
Cumberland Gap will very difficult to reach. It main access for
tourists will be from the parking lot that is planned by the
National Park Service north of the town. This parking lot will
serve those visitors that wish to take the restored trail trough the
Cumberland Gap or visit Cujo Caverns.
Hensley Settlement, Middlesborough, Kentucky - This settlement is a restored mountain top farming community which was
settled in the late nineteenth and early twentieth century. The
Settlement has three restored farmsteads with houses, barns,
fields, a schoolhouse and a cemetery. Hensley shows the difficulty of mountain top farming. At the present time the tourist
potential of the Settlement is limited due to the limited transportation access.
Fort McCook, Middlesborough, Kentucky/Cumberland Gap,
Tennessee - During the American Civil War the Cumberland
Gap was considered a very strategic geographic position. It was
nicknamed the Keystone of the Confederacy and the Gibraltar of
North America. Most military leaders felt that any major inva-
sion of either the north or the south would come through
Cumberland Gap. Both the Union and the Confederacy occupied
and fortified the gap at various points in the war but a major invasion never materialized. After the Gap changed hands four
times the Union Army abandoned the Gap in 1866.
Museum of Appalachia, Norris, Tennessee - This living museum of Appalachian life was opened in 1960 and has grown to
become a major historic attraction in the region. It is located near
Interstate 75 north of Knoxville, Tennessee. The community
now has 24 buildings including a museum which houses displays of Appalachian life such as farming, weaving, cooking, rifle making and wood working. The community also has craft
and antique shops. Many of the tourists are school groups but it
also caters to family tourists. Throughout the year the community has special events such as the annual Fall Homecoming
which features musical groups and other activities.
Harrogate, Tennessee - Harrogate is the site of Lincoln
Memorial University which was founded in 1896. The charter
states that the school is a living memorial to President Lincoln
and mandated the establishment of a museum to house memorabilia of the Lincoln era. Today, the Lincoln Library and
Museum on the campus houses the third largest collection of
Lincolniana and Civil War items in the world. One of the most
historic items in the museum is the ebony cane the president
was carrying on the night he was assassinated.
Coal Mine Museum, Southeastern Kentucky - At the present time a coal
mine museum is being developed which will feature a fully operational coal
mine which tourists can visit. The museum should be finished in 1992 or
1993.

middlesborough tourism market analysis

Transcription

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