Appalachian Regional Commission West Virginia

Tourism Trails InitiativeAttraction Segmentation

Analysis

Presented by

Economics Research Associates

In association with WMTH and BWSC

November 8, 2006

Objective

• Identify potential trail opportunities across the region– Highlight clusters of complementary

attractions that enhance market appeal and create a critical mass of visitor activities

– Identify potential niche marketing and cross-marketing opportunities

Methodology

• Iterative process– Identify Complementary / Related Attractions

from the Visitor Perspective to Create Themed

Experiences

– Identify Relevant and Proximate Visitor Services

– Identify Dominant Attraction Categories

– Identify Target Markets (seniors, families, etc.)

Attraction Inventory By Type

Historic Towns / Sites, 60

Mining Heritage & Tunnels, 25

Fishing, 20Hiking, 19ATV / Motorsports, 14

Golfing, 13

Scenery, 11

Theater, 11

Museums, 10

Railroad, 10

Other, 10

Boating, 9

Rafting, 9

Civil War / Military History / Slavery, 8

Stables / Equine, 7

Native American, 7

Biking, 6

Hunting, 6

Music, 5

Hatfields & McCoys, 4

Visitor Experience Themes

• History / Culture Travelers

• Active Outdoor Enthusiasts

• Gun & Rod Club

• Coal Heritage

• Historic Railroads

• Country Charm

Complementary Activities = Themed

Experiences COMBO 1 COMBO 2 COMBO 3 COMBO 4 COMBO 5 COMBO 6History/Culture Travelers

Active Outdoor Enthusiasts

Gun & Rod Club Coal Heritage Historic Railroads Country Charm

Related Attractions Related Attractions Related Attractions Related Attractions Related Attractions Related AttractionsCivil War / Military History / Slavery

Biking Fishing Mines, Tunnels, Towns Railroad Stables / Equine

Historic Towns / Sites Boating Hunting Railroad Historic Towns / SitesMuseums Golfing Archery MuseumsWineries Hiking SceneryBridges of Interest Skiing WineriesHatfields & McCoys Rafting Bridges of InterestCourthouse / Jail Motorsports MusicRailroadMusicTheaterNative AmericanHistoric Churches

Services Services Services Services Services ServicesAccommodations (except camping)

Accommodations (except camping)

Accommodations (except camping)

Accommodations (except camping)

Accommodations (except camping)

Accommodations (except camping)

Food Camping Camping Food Food FoodOther Visitor Services Food Food Other Visitor Services Other Visitor Services Other Visitor ServicesShops and Stores Other Visitor Services Other Visitor Services Shops and Stores Shops and Stores Shops and StoresBowling Shops and Stores Shops and Stores RV Park Bowling BowlingPicnicing RV Park RV Park Picnicing Picnicing PicnicingFarmers Market Picnicing Picnicing Farmers Market Farmers Market Farmers Market

Farmers Market Farmers Market

Theme 1: History / Cultural Attractions

• Historic Towns / Sites

(60)

• Theater (11)

• Museums (10)

• Railroads (10)

• Civil War / Military History (8)

• Native American (7)• Music (5)• Hatfields & McCoys

(4)• Bridges of Interest

(3)• Historic Churches (1)• Courthouse (1)

Theme 2: Active Outdoor Activities

• Hiking (19)

• ATV / Motorsports (14)

• Golfing (13)

• Boating (9)

• Rafting (9)

• Historic Churches (9)

• Biking (6)

• Skiing (1)

Theme 3: Gun & Rod Experiences

• Fishing (20)

• Hunting (6)

• Archery (4)

Theme 4: Coal Heritage

• Coal Mines / Tunnels / Towns (24)

• Historic Railroads (10)

Theme 5: Historic Railroads

•Historic Railroads (10)

Theme 6: Country Charm Attractions

• Historic Towns / Sites (60)

• Scenery (11)

• Museums (10)

• Stables / Equine (8)

• Music (5)

• Bridges of Interest (3)

Conclusions and Recommendations

Regional Strengths

• History / Culture– Historic Sites and Towns, Railroads

• Outdoor Activities– Fishing, Hiking, Rafting, Golfing, Scenic

Views

• Coal Heritage– Mines, Tunnels, Coal Towns, Coal RRs,

Music

Recommended Next Steps

• Use local knowledge of roads, physical and natural boundaries to define visitor ready and visitor marketable trails and corridors from themed experiences

• Identify individual anchor attractions and services within themed experiences that can be linked to secondary attractions and services

• Identify necessary improvements to attractions and visitor services to strengthen themed trails and corridors

• Use final corridor and trail themes and alignments to prepare marketing materials such as visitor maps, route signs, package tours, advertisements, web site, etc.