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Scenic Byway Community AnnouncementMarketing, Branding, and Interpretive Signage Planning for the Adirondack Trail and Olympic Scenic Byways by Sharon O'Brien August 16, 2006 The Adirondack North Country Association (ANCA) receives ongoing inquiries from byway communities asking, “How can we get people to visit and explore our towns and cities?” We also receive requests about, “How does one go about signing a byway’s natural, historical, recreational, scenic, and cultural resources?” In response, we are pleased to share this communication announcing a new marketing and interpretation project underway that will support community representatives in stimulating tourism, and will provide information for interested parties on using legal signage to highlight their local resources. ANCA is in the process of hiring a marketing facilitator who will assist with launching some of the signage recommendations made in the two byway Corridor Management Plans. The project is being made possible with funding provided by the NYS Department of Transportation’s Scenic Byway Program through the Federal Highway Administration. Fall 2006 is an ideal time to launch the marketing project building upon the new visibility gained through NYSDOT’s recent installation of Byway route signage along the entire length of the Adirondack Trail and with the Olympic Science Byway’s new route signage under review. The new regional marketing project will enable community stakeholders to effectively plan for the interpretation and future signing of the two byway routes. ANCA will be sharing ideas on current marketing techniques, and providing instruction on how to use the byway brand to increase tourism in the communities. We will offer guidance in using the NYS Scenic Byway Manual to design and install interpretive signage. You will be notified of the Fall meeting dates as soon as we finalize our schedule. The Adirondack Trail and Olympic Scenic Byway Corridor Management Plans clearly state that the design quality of resource signage on the two byway routes should portray the significance of the resource using quality visual design. The plans also recommend that continuity of signage needs to be established so visitors realize each venue is part of the vast array of exceptional experiences found along that particular NYS byway. We will be receiving input and discussing workable solutions on how to achieve this goal at the upcoming byway marketing and interpretation meetings. Potential funding sources will also be explored. In the meantime, I have prepared a preliminary task list for those who are considering interpretive signage in their communities. The list below includes the preliminary steps that will need to be addressed in order to install interpretive signage at resource sites along the byway route. 1. Create a priority listing of resources in your area that merit interpretive signage. Was each resource named in the Corridor Management Plan? Byway community members are encouraged to read through the marketing and tourism sections of the Corridor Management Plans and begin to collect the names of those resources that are priorities for interpretive signage. 2. Be able to document community interest in the project. Does the community support the placement of interpretive signage at these resources? 3. Make recommendations for resource sign placement. Is the sign going to be installed on public land or on private land? Does local zoning allow for the installation of signs? Remember, you will need to have written permission from the landholder to install interpretive signage. 4. Do you have ideas for funding the creation and installation of interpretive signs in your area? ANCA was successful in securing funding for website development for the Adirondack Trail and Olympic Scenic Byways but we have been unable to procure byway grant funding to date for designing and installing interpretative signage. As ANCA moves into the implementation phase of our byway work we will reference the ideas you put forth in the CMPs as a basis for our new initiatives. The new 2006 marketing initiative will provide for the development of specific marketing and interpretive strategies for the two byways. It is our goal to assist community leaders in realizing their goals for tourism and marketing development at the local and regional level. Through this project, ANCA hopes to make you aware of the merits of byway branding and the positive impact of effective signage, and we want to equip you with sound strategies to increase tourism that can successfully applied in your community. If you have Byway questions please contact Sharon O’Brien, Scenic Byway Coordinator, at 518-891-6200 or by e-mail anca-obrien@northnet.org. Adirondack North Country Association 28 St. Bernard Street Saranac Lake NY 12983 518.891.6200 f518.891.6203 www.adirondack.org www.adknccrafts.com |
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