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Promotion of Tourism, Events and Trails in Northeast Michigan Promotion of Tourism, Events and Trails in Northeast Michigan

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Promotion of Tourism, Events and Trails in Northeast Michigan Promotion of Tourism, Events and Trails in Northeast Michigan Promotion of Tourism, Events and Trails in Northeast Michigan Promotion of Tourism, Events and Trails in Northeast Michigan in Northeast and Trails Events of Tourism, Promotion Regional Analysis by UP454: Fall 2013 Local Economic Planning Students School of Planning, Design and Construction Urban & Regional Planning Program THE SCHOOL OF PLANNING, DESIGN AND CONSTRUCTION BY AT MICHIGAN STATE UNIVERSITY Introduction Fall 2013 The Urban & Regional Planning Program we were pleased to be able to partner with in the School of Planning, Design and the Prima Civitas Foundation in an analysis Construction (SPDC) at Michigan State of tourism and recreation development in University (MSU) places great emphasis Northeast Michigan. The results, presented in on linking theory to practice, and offering this report, show the energy and creativity of students the opportunity to contribute to our emerging urban planners as they serve the Michigan’s planning process. The analysis needs of Michigan communities. presented in this report is the result of applied Mark Wilson, Professor, Urban & Regional Planning research conducted by students in UP454: Program, School of Planning Design and Construction, Local Economic Planning during the fall 2013 Michigan State University. Contact e-mail: semester. The course addressed the economic [email protected] development process in cities and regions, and Acknowledgements Support provided to the Urban & Regional MSU course to one of its ongoing projects Planning Program in the MSU School of and facilitating research and outreach. Planning, Design and Construction is Additional thanks go to SPDC gratefully acknowledged. Communication Manager Heidi Charron The Prima Civitas Foundation is also Macwan and her team for the design and recognized for its assistance in linking an layout of this report. About SPDC The School of Planning, Design and The School offers undergraduate degrees Construction (SPDC) at Michigan State in Construction Management, Interior University integrates expertise to create a Design, Landscape Architecture and Urban sustainable built and natural environment & Regional Planning. In addition, the SPDC that enriches communities, the economy offers Master’s degrees in Construction and family life. The School achieves its Management, Environmental Design, mission through leadership, entrepreneurial International Planning Studies and Urban & creativity, social responsibility, cultural Regional Planning, and a PhD in Planning, relevance, and environmentally sustainable Design and Construction. planning and policy. Cover photos by the Urban & Regional Planning Program in the School of Planning, Design and Construction at school of planning, design and construction Michigan State University, 2013. Regional Analysis by UP454: Local Economic Planning Students i Table of Contents Introduction.................................................................................................................................i Part 1: Trail Design, Development and Promotion............................................................1 Placemaking on the North Central State Trail: Using Trail-Side Placemaking as an Economic Development Tool........................................................1 An Evaluation of Cheboygan County Trails Web-Marketing.................................9 Image of Tourism-Related Infrastructure and Businesses along the North Eastern State Trail: The Case of Tripadvisor..................................................18 Strengthening the Relationship between Michigan’s North Central State Trail and Trail Town Restaurants................................................................................26 Marketing of the Trails of Cheboygan County.........................................................33 Cheboygan County Michigan Trail System: Marketing, Improvement and Initiation Strategy.............................................................................................................37 Marketing Trail Town in Mackinaw City................................................................42 Part 2: Tourism Marketing and Promotion......................................................................49 Using Social Media to Promote Tourism through Branding................................49 Northeast Michigan: The Need for a Comprehensive Travel Website..............55 Can an Increased Online Presence in Yelp Promote the Restaurant Industry in Northeast Michigan?..................................................................................60 Social Media Marketing Tourism of Northeastern Michigan for Chinese Tourists...............................................................................................................65 Tourism Promotion through YouTube........................................................................69 Part 3: Festivals, Races and Events......................................................................................75 Mega Events to Boost the Economy: A Case Study of Tough Mudder...............75 Marathons as Tourist Attractions in Northern Michigan.....................................80 Music Festivals Case Study: Analyzing the Economic and Tourism Potential of Electric Forest and Bonnaroo Music Festivals...................................87 Music Festivals Case Studies of Wakarusa and Coachella Music Festivals....93 Economic Potential of Food Culture Promotion in Northeast Michigan..........98 Ice and Snow Festival for Cheboygan County Economic Development..........103 Part 4: Economic and Tourism Development.................................................................109 Economic Analysis of Cheboygan County................................................................109 Railroad Tourism Feasibility Study: Northeast Michigan...................................114 The Profitable Legacy of Lighthouses........................................................................119 Northeast Michigan Orchards....................................................................................126 An Aging Population: The Strain of Tourism...........................................................131 Tourism-Based Economic Development....................................................................135 an urban & regional planning program report planning program an urban & regional ii Promotion of Tourism, Events and Trails in Northeast Michigan Table of Contents (cont.) Appendices Appendix 1.........................................................................................................................12 Appendix 2........................................................................................................................30 List of Figures Figure 1: Restaurants along the North Central State Trail.....................................30 List of Tables Table 1: Summary of Social Mention of Cheboygan County Trail on the Web..12 Table 2: Cheboygan County Website..........................................................................16 Table 3: List of Communities along the NES Trail..................................................20 Table 4: Tourism-Related Facilities or Services Reviewed in Alpena.................20 Table 5: Satisfaction with Quality of Service in Alpena..........................................21 Table 6: Tourism-Related Facilities or Services Reviewed in Cheboygan..........22 Table 7: Satisfaction with Quality of Services in Cheboygan................................22 Table 8: Tourism-Related Facilities or Services Reviewed in Onaway...............23 Table 9: Satisfaction with Quality of Services in Onaway....................................24 Table 10: Percentage of Employment of Michigan and U.S. Total – Calculated from Quarterly Census of Employment and Wages Data...................65 school of planning, design and construction Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students iii an urban & regional planning program report planning program an urban & regional iv Promotion of Tourism, Events and Trails in Northeast Michigan Part 1: Trail Design, Development and Promotion PLACEMAKING ON THE NORTH and observed certain aspects of the trail. CENTRAL STATE TRAIL: USING This author particularly geared his studies TRAIL-SIDE PLACEMAKING AS AN to placemaking along the portions of the ECONOMIC DEVELOPMENT TOOL trail that pass through the respective By: Conor Ott towns. What was found was a number of examples of how each town uses their he North Central State Trail stretches portion of the trail to attract trail users to 62 miles from Gaylord to Mackinaw use businesses, see sites in the town, or just TCity in Michigan. From Gaylord, the sit and rest. Furthermore, it was fairly simple southernmost town on the trail, the trail to differentiate between the towns based on travels north through Vanderbilt, Wolverine, how well each jurisdiction allocated certain Indian River, Topinabee and Cheboygan. resources to creating and maintaining these The 10-foot-wide former railroad line takes places around the trail. bikers, walkers, horseback riders and, in the winter, snowmobilers through forests, This paper will be divided into three main farmland and an inland lake, as well as Lake parts. First, we’ll explore the economic Huron when one uses the trail between opportunity offered by similar trails from Cheboygan and Mackinaw City. The trail is studies done around the country, as well as crushed limestone, which ensures a feel of in
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