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

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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 the state of Michigan. Second, we’ll define asphalt without the necessary upkeep, so it’s what successful practices of placemaking fairly easy to trek for most potential users. by the trail entails. Finally, we’ll take a close The trail can be an important economic look at the places around the trail in each development tool for the jurisdictions respective town on the North Central State through which it passes Trail and rate these places on a few different criteria, which will give us a possible insight How best to harness the economic potential as to why some towns may see more dollars of the trail is a complex issue and the true from trail users than the rest. economic opportunity of the trail is unclear. It is, however, obvious to see which towns along Economic Opportunity the trail put emphasis on capturing dollars Offered By Trails Nationwide from trail users and which towns do not. It has long been accepted that trails are In other words, one can see when using the good for communities, no matter the size. trail which towns use resources to make an Trails bring in tourism in the form of person aesthetic, comfortable and overall attractive days as well as dollars, increases nearby place that encourages trail users to stop and property values, and creates an overall sense visit the town’s central business district. of place. These multi-jurisdictional parks, so to speak, can also connect towns to During a late October weekend, this author create a stronger region. and a few colleagues traveled the 62 miles school of planning, design and construction from Gaylord and Mackinaw City by bike

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 1 Studies based around the economic benefits North Carolina State University’s Institute of a municipality having a trail run through for Transportation Research found its borders is fairly new, but there are some encouraging statistics about trail user compelling statistics. Here at Michigan demographics. The study was specific to State University, the Land Policy Institute the North Carolina Northern Outer Banks (LPI, 2007) conducted a study focused Trail and found that 87% of trail users had on the valuation of green amenities in an income of $50,000 and more than 78% Oakland and Hillsdale counties in Southeast completed college. It can be perceived Michigan. The study found that property from this study, although not necessarily values of properties within 1,500 meters of universal, trail users are willing and able to “walkability and bikeability allowing green spend money in trail towns (Institute for infrastructure” raised 6.3% compared with Transportation Research, 2004). property values outside 1,500 meters of such There are numerous other studies that show green infrastructure. similar data regarding economic benefits of An economic impact study conducted by being a jurisdiction through which a trail the National Trails Training Partnership on runs. Studies conducted all over the country the North Central Rail Trail in Baltimore show that the economic benefits of trails and County, MD, found similar economic trail users, in most cases, outweigh the costs. benefits from the trail. The 1993 study found It is important to note, however, having the costs of upkeep to the state for one fiscal a popular trail running through or near a year to be $191,893 and split the benefits town does not guarantee that town strong into three different categories: Goods sold, economic benefits from the trail. Numerous tax revenue,and jobs created/supported. documents and publications express the Goods sold amounted to $3,380,013, tax need for placemaking and delineate the revenue from the State sales tax via those elements of creating a successful and goods sold was $171,885 and 262 jobs were effective trail-side place. created/supported. Although the data is Elements of Successful quite dated, the amount of revenue from the Trail-Side Placemaking trail alone shouldn’t be ignored. Another Placemaking has long been used by study conducted by the Rails-to-Trails planners and economic developers to Conservancy found visitor spending along create vibrant locations that help an area six trailheads in the Great Allegheny Passage thrive economically. These places not only to range from $5.8 million and $14.1 million keep businesses around and create new in 1998 (PFK Consulting, 1993). businesses, but they also increase the quality There is a study that is important to note of life of residents of the area by creating that specifically focuses on the trail users an instilled sense of place. While mainly

an urban & regional planning program report planning program an urban & regional themselves. A 2004 study conducted by thought of as a city center, commercial hub

2 Promotion of Tourism, Events and Trails in Northeast Michigan or shopping center, these places can be used has written in the Michigan Township News for all sorts of purposes and in all sorts of about the benefits of maximizing the locations, not the least of which is the side of economic potential of trail-based tourism. a trail. Trail-side placemaking can serve as a The original term by the ATA, Burkholder corridor from trail to town center, advertise writes, is “geared toward cities and large for local shops and eateries, attract trail users urban centers,” but he goes onto say that to enjoy the community’s amenities and the idea can be easily applied to small towns create a pleasurable area in which trail users and townships. Burkholder also mentions and residents alike can rest, play and meet the importance of the safe and strong one another. The following are concepts from connection from trail to town, but goes numerous authors and associations help us into further detail. He mentions that the take a closer look at what key elements and connection has three important elements, important facets should be included in trail- the portal, the pathway and the gateway. The side placemaking. portal is an important facet of the place directly surrounding the trail. This is where The Allegheny Trail Alliance (ATA, 2005), the trail user exits the trail to visit the which oversees the Great Allegheny Passage, nearby town and should provide wayfinding a 150-mile-long trail that stretches from and advertisement for community Pittsburgh, PA, to Cumberland, MD, has businesses and historic and scenic points. coined the term known as “Trail Town.” The pathway entails the physical connection A Trail Town, according to the ATA, is from trail to central business district. The a place where trail users can enjoy “the pathway usually intersects roads and safe scenery, services and heritage of the nearby crossing should be maintained. The pathway community.” In the ATA’s publication Trail should also strategically located to pass Towns: Capturing Trail-Based Tourism they list a businesses. Finally, the gateway is where series of goals that trail towns should have. To trail users enter the town’s central business name a few relevant to this paper, strategies district. Wayfinding signage is essential at of a trail town should contain elements that the gateway. “entice people to get off the trail and into the town . . . welcome trail users to the town by Burkholder’s group, the Land Information making information about the community Access Association (LIAA, 2010), has readily available at the trail . . . and make a written a document titled Trail Town Manuel: strong and safe connection between the trail Capturing Trail-Based Tourism and is specific and the town.” These three elements are all to Cheboygan County. The document facets of good placemaking around trails in uses the same ideals that Burkholder order to capture trail user dollars. and the Allegheny Trail Alliance have expressed, but this manual is tailored Harry Burkholder (2012) of the Land specifically toward helping communities

Information Access Association (LIAA) school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 3 along the North Central State Trail reap the details, it’s important to note that at the economic benefits of the trail. After an each community’s place along the trail, the extensive “Community Assessment” of each Michigan Department of Natural Resources community along the trail, the LIAA moves has put a trail map with historical facts of to talk about the economic restructuring of the trail. These signs are in every town so for a community in order to become a successful comparative reasons, we’ll disregard them. The Trail Town. The document states the important elements to look at for signage are importance of a trail town understanding two-fold: 1) Advertisement for local businesses what trail users need. Questions should be and community centers; and 2) wayfinding asked such as “what do trail users eat?” and signs that direct trail users to such businesses “where do trail users shop?” The changes and important community locations. both structurally and socially to the town As far as infrastructure is concerned, it’s center to become more viable to trail users important to look at public facilities, such as require downtown redevelopment and land bathrooms and drinking fountains, leisure use policies that are outside the realm of spots that are inviting, such as benches and this paper, however, these are important pavilions, and aesthetics, such as fountains, elements to consider when placemaking gardens and monuments. The portal, along the trail for effective wayfinding and pathway and gateway idea brought about by informational signage. Burkholder is also a key element when rating Trail-Side Places along the infrastructure of trail-side placemaking. North Central State Trail The trip taken by the author and Now, let’s consider how well communities his colleagues began in Gaylord, the along the North Central State Trail use southernmost town on the trail, and trail-side placemaking to capture trail user continued through the towns of Vanderbilt, benefits. The places in this study are the Wolverine, Indian River, Topinabee and surrounding locations of all the towns along Cheboygan before finishing the trek in the trail: Gaylord, Vanderbilt, Wolverine, Mackinaw City, where the trail ends. The Indian River, Topinabee, Cheboygan following section will take an in-depth look and Mackinaw City. To differentiate the at the places around the trail in each of these perceived effectiveness of each of these towns. This study will focus on trails that are locations, the author has devised a scoring not destinations. In other words, we will be system. The scoring system is based taking a look at towns that are not at a trail on two main categories: Informational, head but rather along the trail in passing. This advertisement, and wayfinding signage and criteria eliminates Gaylord and Mackinaw physical infrastructure. City leaving Vanderbilt, Wolverine, Indian The signage aspect of the rating system is River, Topinabee and Cheboygan. As a final

an urban & regional planning program report planning program an urban & regional based on a few elements. Before we dive into note before we dive in, each rating will

4 Promotion of Tourism, Events and Trails in Northeast Michigan be objective based on the ideas laid out in Improvements: Create a place that the earlier section as well as this authors entices trail users to stop and rest assessment and will be rated on a scale of and encourages trail users to look “good,” “adequate” and “needs improvement.” at downtown.

Vanderbilt Wolverine Almost eight miles north of Gaylord was our From Vanderbilt to Wolverine is a fairly long first stop in Vanderbilt. trek of 10.9 miles. A 10.9 mile drive would cause one to need the use of facilities, as well Signage: There was a total of three signs as refreshment. in Vanderbilt, but they were not grouped together. The first two signs we saw were Signage: There was no signage provided advertisements for restaurants that sat right other than the DNR’s historical sign. The along the trail, which were provided by the downtown lies up the hill from where the restaurants themselves. The third sign was trail enters and, at first, is hidden from the a welcome to Vanderbilt sign that was just trail user until the trail user has decided to before downtown. push on.

Signage Rating: Adequate. Signage Rating: Needs Improvement.

Improvements: Put all of the signs Improvements: Create signage in one spot to encourage trail users with wayfinding, informational to stop and read rather than ride or and advertisement literature to walk by. encourage trail users to come to and shop in the downtown. Infrastructure: Vanderbilt had little to speak of in the way of infrastructure but there Infrastructure: Wolverine’s portion of the were two encouraging pieces. First, both trail crosses the Sturgeon River just before restaurants that provided for their own entering the town, and there is a vast park advertisement signs also created adequate with benches, portable toilets and a pavilion portals from trail to establishment. These, in which are several picnic tables. This park again, were not centrally located and there is across a quiet street from the trail and wasn’t a portal to any sort of central business would entice trail users to stop. However, district. A second encouraging piece to note there is no portal, pathway or gateway into was Vanderbilt’s downtown was in very the central business district close proximity to the trail. Infrastructure Rating: Adequate. Infrastructure Rating: Improvements: Create a Needs Improvement. portal, pathway and gateway school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 5 system to encourage trail users to Improvements: A gateway and visit downtown. pathway are already in place. Create a portal that encourages trail users Indian River to get off of the trail with more Indian River is 9.6 miles north of Wolverine accessibility, such as a trail offshoot and is about half way between Gaylord and for easy trail exit. Mackinaw City. Topinabee Signage: Indian River was one of the only Just 5.6 miles north of Indian River, towns to provide street signs to the trail once Topinabee sits in the middle of what might the trail crossed. Indian River, like Vanderbilt, be considered the most scenic part of the ride is also helped by the proximity of the central due to the trail’s route along the banks of business district to the trail. As one enters Mullet Lake. town, street signs, advertisement and directional wayfinding signs are prevalent. Signage: Topinabee was the only town along These signs, like Vanderbilt, are scattered and the North Central State Trail to centralize not centralized and trail users might forget the signage into one spot. This was most what they read once they reach a place where likely due to the fact that Topinabee also they decide to enter downtown. has the smallest central business district of the study. There was informational signage Signage Rating: Adequate. about the park and other amenities, but Improvements: Put all signage in one no advertisement. The lack of wayfinding spot so trail users stop to read. signage was most likely due to the proximity of everything to the town. Infrastructure: Indian River’s Chamber of Commerce sits adjacent to the trail, which Signage Rating: Adequate. is where Indian River has created its trail- Improvements: Wayfinding and side place. Trail parking is provided at this informational signage would seem point, a 20-foot-high statue is located in this to do Topinabee’s trail-side place parking lot, as well as a bike rack and a vast little good, but advertisement would park is on the opposite side of the park from increase the amount of trail users the parking lot. The parking lot serves as a who visit the local businesses. portal and a gateway, due to the fact that it is essentially in the central business district, Infrastructure: Topinabee’s natural and built but there is not an adequate portal, making amenities tied together to make all around it kind of awkward for trail users to transfer holistic place. For the built environment from trail to town if they are biking or riding. of the place, the old train depot is a small library, there are formal and up kept Infrastructure Rating: Adequate. bathrooms, drinking fountains, a bike rack, an urban & regional planning program report planning program an urban & regional

6 Promotion of Tourism, Events and Trails in Northeast Michigan covered picnic areas, a parking lot, several effective; however, the location of the sign is benches, a monument to the area’s economic concerning. If one is coming from Topinabee development association and a playground. on the trail, the sign is two blocks past Opposite the parking lot on the other side where the heavy infrastructure investment, of the trail is a retaining wall with stairs or “place,” lies. Trail users are encouraged that lead down to a small beach on Mullet to stop and rest at the trail-side place, and Lake; hence, the tying together of the natural decide to pack up and leave town before they environment to the built environment. The see the informational sign. portal, pathway and gateway are similar Signage Rating: Adequate. to that of Indian River in that the central trail essentially goes through the central Improvements: Moving the downtown business district. Topinabee’s trail-side place informational, wayfinding, and encourages people to stop, rest and check advertisement sign to the trail-side out downtown very well. place would be most beneficial.

Infrastructure Rating: Good. Infrastructure: Cheboygan’s trail-side place was furnished with a drinking fountain, Cheboygan formal bathrooms, covered picnic tables, The final town of the study is Cheboygan. It parking, a few benches and a garden. These is the largest municipality in the study and amenities made it most enticing to stop and lies on the shores of Lake Huron 11.9 miles rest and there was an adequate portal just north of Topinabee. past the spot that directed trail users onto the pathway. The pathway was simply city Signage: Cheboygan had the only sign in sidewalks, but were well-maintained and the study that advertise most, if not all, easy to maneuver. downtown businesses, with a map of where they were. This sign should prove very Infrastructure Rating: Good.

WORKS CITED

Allegheny Trail Alliance. (2005). Trail Towns: Capturing Trail-Based Tourism. Available at: http:// www.atatrail.org/pv/docs/1TTManual.pdf.

Burkholder, H. (2012). “Trail Town-Hip: Leveraging Your Existing Trail System for Community and Economic Development.” Retrieved from the Michigan Township News on September 2012. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 7 WORKS CITED (CONT.)

Institute for Transportation Research and Education at North Carolina State University, and the North Carolina Department of Transportation Division of Bicycle and Pedestrian Transportation. (2004). The Economic Impact of Investments in Bicycle Facilities: A Case Study of the Northern Outer Banks. Available at: http://www.ncdot.gov/bikeped/download/bikeped_ research_eiafulltechreport.pdf.

Land Information Access Association (LIAA). (2010). Trail Town Manuel: Capturing Trail-Based Tourism, a Manual For Communities Along the North Central State Trail. Available at: http:// www.liaa.org/downloads/north_central_state_trail_town_manual.pdf.

Land Policy Institute (LPI). (2007). Economic Valuation of Natural Resource Amenities: A Hedonic Analysis of Hillsdale and Oakland Counties, Report #3. Michigan State University, East Lansing, MI. Available at: http://www.landpolicy.msu.edu/modules.php?name=Documents&op=v iewlive&sp_id=446.

PFK Consulting. (1993). Analysis of Economic Impacts of the Northern Central Rail Trail. an urban & regional planning program report planning program an urban & regional

8 Promotion of Tourism, Events and Trails in Northeast Michigan AN EVALUATION OF CHEBOYGAN mention analysis was carried out using the COUNTY TRAILS WEB-MARKETING platform socialmention.com. By: Manuel Mutimucuio Background Information about heboygan is part of the Northeast Cheboygan County Michigan regional effort of Cheboygan County is located at the northern Cdeveloping trails to take advantage tip of the Lower Peninsula. It is bordered on of the economic development potential of the north by the Straits of Mackinac and Lake tourism. Marketing has been singled out Huron, on the east by Presque Isle County, on as the weakest point in the link and web- the south by Otsego County and on the west based marketing defined as “the first obvious by Emmet and Charlevoix counties. step to effectively make the region known According to the Cheboygan County throughout the country.” This research aims Comprehensive Plan adopted in 2002, to evaluate the current Cheboygan County the county has a total land area of 715.6 web-marketing effectiveness. square miles, including 19 townships, one Purpose and Objectives incorporated city (Cheboygan) and two The purpose of this study was to evaluate incorporated villages (Wolverine and Cheboygan County trails web-marketing. Mackinaw City) (Cheboygan County The following objectives served as the Planning Commission, 2002). As of 2010, primary focus of analysis: it had 26,432 inhabitants, representing a population growth of 1.18% per annum since To evaluate Cheboygan County trails 1990 (U.S. Census Bureau, 2010). web-based marketing products; and General physiographic conditions in To analyze the social mention of Cheboygan County are influenced by the Cheboygan County trails on the web. Great Lakes. The County lakes include Burt Method Lake (the state’s fourth largest), Mullet Lake The Huizingh (2002) three hierarchical and Black Lake. model of e-marketing was adapted to In terms of economic development, Cheboygan evaluate Cheboygan County web marketing. County is in general terms in distress, with Three elements of the model were used: major economic indexes below Michigan’s new customers (how the internet is used to state average or Northeast Michigan’s nearby enlarge the geographical size of the market), counties. The unemployment rate (U.S. relationships (how Cheboygan County Census Bureau, 2010) was 10.5% (Michigan, web-marketing provides a platform for 9.1%), poverty rate 17.3% (Michigan, 15.66%), customers to interact and increase brand with a median household income (2007 to recognition) and accessibility (to which 2011) of $33,844 (Michigan, $48,669). extent customers can easily find the web school of planning, design and construction site on a regular Google search). The social Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 9 Location quotient estimates indicate that the to argue that there is no deliberate effort to economic base is heavy in civil engineering reach a larger audience, for example, through construction and retailing, both industries an option to access the webpage in other with five times the average of Michigan. languages. Reaching out to out-of-state Tourism-related industries are also important visitors is a Michigan State Strategic Plan with accommodation representing four times 2012–2017 priority (Nichols, 2012). the state average; amusement, gambling and Relationships recreation two times; museums, historical The US23heritageroute.org site has links to sites, zoos and parks 1.76 times; and food the most common social networks, including services and drinking 1.71 times. Facebook, Twitter, Google + and Myspace. Findings It also encourages users to share content Cheboygan County and experiences in Cheboygan Trails called Web-Marketing Evaluation “stories.” This is a best practice according A Google search of the keyword “Cheboygan to Huizingh (2002), because well-managed, County Trails” produced about 20 websites “online communities can strengthen brands.” that promote Cheboygan County Trails. From the number of stories shared (four) A thorough analysis was conducted of though, it can be argued that this feature is the website purposely built to promote not very popular. One improvement could Cheboygan Count Trails. A summary of the be, for example, to allow potential users to rest can be seen in Appendix I at the end benefit from good or bad experiences that of this paper, in Table 2. In the absence of other users have had. A rating system with one website solely dedicated to Cheboygan stars (common in e-commerce websites like County Trails, www.US23heritageroute.org Amazon.com) could be helpful. Furthermore, was used as a proxy, because it is a website the travel and recreation assistants at exclusively built to e-market Northeast trailheads could also encourage users from Michigan trails and Cheboygan County is using the website and sharing experiences one of the members. Using Huizingh’s (2002) by sending them post-trip e-mails purposely three hierarchical model of e-marketing, the asking for feedback. following can be said: Accessibility New Customers The US23heritageroute keyword is probably It can be argued that US23heritageroute.org not the most obvious keyword search for reaches a world audience because it is on the people looking for trail experiences in web and anyone can access it from anywhere Cheboygan County or Northeast Michigan. in the world. However, if we take into Michigan Trails is a website that serves account Huizingh’s (2002) argument that it as a “marketplace” for all Michigan trails is not effective just to build the website and and has a much better URL. Perhaps,

an urban & regional planning program report planning program an urban & regional expect that customers will come, it is fair US23heritageroute could have been kept

10 Promotion of Tourism, Events and Trails in Northeast Michigan as the brand name for the trail, but a more the range of influence. It is a number of deliberate URL for the domain registered. unique authors referencing your brand divided by the total number of mentions. Another dimension is how easily one can find US23heritageroute.org in a normal The aggregate social mention shows very Google search. For the keyword “Northeast little activity on the web about “Cheboygan Michigan Trails” it appears second on page County Trails.” The likelihood that the brand one, which is a very good outcome. For the is being discussed in the social media is in keyword “Cheboygan County Trails” it still average 2.4%. In general terms the opinions appears on page one, but is the sixth option are neutral to favorable. The likelihood that listed. For the search “Michigan Trails,” individuals talking about the brand will do which is arguably the most obvious keyword so repeatedly is higher at 34.8%. The ratio for out-of-state potential visitors, there is of unique users referencing the brand to the room for improvement. US23heritageroute. total number of mentions is also low at 10.3%. org appears on page five as the second listing. The presence in social networks is also very Research shows that most people do not tepid, with the exception of Youtube. The look past page one in a normal search. keywords most mentioned on discussions Social Mention of Cheboygan about Chegoygan County Trails are “trail,” County Trails on the Web “Cheboygan” and “Michigan,” and not the In Cheboygan County, there are 22 trails attractions or experiences associated with in various stages of development (refer the trails. to Appendix I). For the social mention Conclusion analysis, in the absence of a ranking system, Cheboygan County is relatively easily a convenience sample of trails that have the accessible on the Internet, but the fact name “Cheboygan” attached was used. Table 1 that the main website promoting its presents the summary of findings based on the trail (US23heritageroute) does not have platform socialmention.com. This platform a very obvious URL in some searches, uses concepts like “strength,” “sentiment,” like “Michigan Trails,” makes it difficult “passion” and “reach,” and defines as follows: to access especially to potential out-of Strength refers to the likelihood that a state customers. The digital footprint of brand is being discussed in the social Cheboygan County trails is very limited, media; sentiment is the ratio of mentions but opinions range from neutral to positive. that are generally positive to those However, the main keywords that come in that are generally negative; passion is a the social web discussions are not linked to measure of the likelihood that individuals the experiences, but rather to the places— talking about your brand will do so Michigan and Cheboygan County. repeatedly; and reach is the measure of school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 11 Appendix 1 (cont.) Table 1: Summary of Social Mention of Cheboygan County Trail on the Web

Trail Overall Rates Sentiment Top Keywords Sources Seat 7 3% 7:1 Snake 7 Flickr 3 1 Strength Sentiment Negative 1 Fair 9 Bridge 10 Wordpress 6 Route 12 Neutral 71 44% 10% Trails 15 Passion Reach Youtube 27 Michigan 16

Cheboygan Trails Cheboygan Positive 7 Trail 26 One month average Cheboygan 34 Answers_wiki 6 43 per mention County 91

Route 9 3% 7:1 Lake 10 Facebook 1 Strength Sentiment Negative 1 Scramble 10 Mountain 16 Wordpress 5 Area 17 43% 11% Neutral 68 Cheboygan 22 Passion Reach Youtube 31 Trails 23 Positive 7 Michigan 28

Cheboygan-Black Trail Cheboygan-Black One month average Black 48 Answers_wiki 6 39 per mention Trail 96

Trails 4 4% 1:1 Days 4 Strength Sentiment Negative 1 Holidays 4 Wordpress 5 Oregon 4 August 4 50% 2% Neutral 22 Youtube 1 Blue 5 Passion Reach County 8 Answers_wiki 18 172 months average Positive 1 Placer 8 Cheboygan-Blue Trail Cheboygan-Blue per mention (Last Wine 9 Mention 25 months ago) Trail 37

Hills 4 9% 3:1 Holidays 4 Strength Sentiment Negative 0 Grape 4 Area 5 Wordpress 9 Information 5 27% 13% Neutral 15 Placer 8 Passion Reach County 8 Youtube 9 Positive 3 Wine 9 Two months average

Cheboygan-Gaylord Trail Cheboygan-Gaylord Michigan 11 per mention Trail 25 Source: Output generated from http://socialmention.com/search. 1. Refers to the search of keyword “Cheboygan Trails.” an urban & regional planning program report planning program an urban & regional

12 Promotion of Tourism, Events and Trails in Northeast Michigan Trail Overall Rates Sentiment Top Keywords Sources Seat 7 3% 7:1 Snake 7 Flickr 3 1 Strength Sentiment Negative 1 Fair 9 Bridge 10 Wordpress 6 Route 12 Neutral 71 44% 10% Trails 15 Passion Reach Youtube 27 Michigan 16

Cheboygan Trails Cheboygan Positive 7 Trail 26 One month average Cheboygan 34 Answers_wiki 6 43 per mention County 91

Route 9 3% 7:1 Lake 10 Facebook 1 Strength Sentiment Negative 1 Scramble 10 Mountain 16 Wordpress 5 Area 17 43% 11% Neutral 68 Cheboygan 22 Passion Reach Youtube 31 Trails 23 Positive 7 Michigan 28

Cheboygan-Black Trail Cheboygan-Black One month average Black 48 Answers_wiki 6 39 per mention Trail 96

Hills 4 9% 3:1 Holidays 4 Strength Sentiment Negative 0 Grape 4 Area 5 Wordpress 9 Information 5 27% 13% Neutral 15 Placer 8 Passion Reach County 8 Youtube 9 Positive 3 Wine 9 Two months average

Cheboygan-Gaylord Trail Cheboygan-Gaylord Michigan 11 per mention Trail 25 school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 13 Appendix 1 (cont.) Table 1: Summary of Social Mention of Cheboygan County Trail on the Web (cont.)

Trail Overall Rates Sentiment Top Keywords Sources Detroit 28 0% 22:1 Straits 29 Facebook 5 Strength Sentiment Negative 1 City 33 Mackinac 34 Flickr 42 Peace 41 62% 17% Neutral 115 Michigan 42 Passion Reach Youtube 43 Light 43 Positive 22 Bridge 71

Cheboygan State Park State Cheboygan Two days average Cheboygan 105 Answers_wiki 6 48 per mention Park 152

Trailway 2 0% 0:0 Story 2 Strength Sentiment Negative 0 Trails 3 Oregon 3 Youtube 6 Kalkaska 3 0% 6% Neutral 26 Chrisholm 3 Passion Reach Blazer 6 Answers_wiki 20 Positive 0 Ride 8

Cheboygan-Green Trail Cheboygan-Green Two months average Green 10 per mention Trail 35

Washout 3 0% 1:0 Descent 3 Strength Sentiment Negative 0 Trails 5 Route 7 Answers_wiki 19 County 7 43% 13% Neutral 41 Bridge 7 Passion Reach Cheboygan 8 Youtube 23 Positive 1 Michigan 12 Cheboygan-Red Trail Cheboygan-Red One months average Snake 18 per mention Trail 44

North 3 0% 1:0 Central 3 Strength Sentiment Negative 0 Chrisholm 3 Monkey 4 Youtube 11 Cheboygan 4 9% 10% Neutral 32 Trails 4 Passion Reach Oregon 5 Answers_wiki 22 Positive 1 Snake 8

Cheboygan-Yellow Trail Cheboygan-Yellow one month average Michigan 8 per mention Trail 51 Source: Output generated from http://socialmention.com/search.

an urban & regional planning program report planning program an urban & regional 1. Refers to the search of keyword “Cheboygan Trails.”

14 Promotion of Tourism, Events and Trails in Northeast Michigan Trail Overall Rates Sentiment Top Keywords Sources Detroit 28 0% 22:1 Straits 29 Facebook 5 Strength Sentiment Negative 1 City 33 Mackinac 34 Flickr 42 Peace 41 62% 17% Neutral 115 Michigan 42 Passion Reach Youtube 43 Light 43 Positive 22 Bridge 71

Cheboygan State Park State Cheboygan Two days average Cheboygan 105 Answers_wiki 6 48 per mention Park 152

Trailway 2 0% 0:0 Story 2 Strength Sentiment Negative 0 Trails 3 Oregon 3 Youtube 6 Kalkaska 3 0% 6% Neutral 26 Chrisholm 3 Passion Reach Blazer 6 Answers_wiki 20 Positive 0 Ride 8

Cheboygan-Green Trail Cheboygan-Green Two months average Green 10 per mention Trail 35

North 3 0% 1:0 Central 3 Strength Sentiment Negative 0 Chrisholm 3 Monkey 4 Youtube 11 Cheboygan 4 9% 10% Neutral 32 Trails 4 Passion Reach Oregon 5 Answers_wiki 22 Positive 1 Snake 8

Cheboygan-Yellow Trail Cheboygan-Yellow one month average Michigan 8 per mention Trail 51 school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 15 Table 2: Cheboygan County Websites

Type of Organization Level Website Description Content www.americantrails. American Trails is a national, Presented as NEST (North org/resources/ nonprofit organization Eastern State Trail), a statetrails/MIstate.html working on trails, including trail system involving hiking, bicycling, mountain Cheboygan, Presque Isle and CSO biking, horseback riding, Alpena counties. water trails, snowshoeing, Offers general description, a cross-country skiing, map and brochures. trail motorcycling, ATVs, Not very detailed but very snowmobiling and friendly interface. four-wheeling. www.michigandnr. Michigan Department of Very bulky site with plenty com/parksandtrails/ Natural Resources is the of useful information, but images/parknav/ State agency responsible for very difficult to access cheboyganarea.htm conservations. It owns and Cheboygan trails from the Government manages most of the state DNR homepage. Easiest way parks and trails. is from a Google search. Although some information is available, Cheboygan trails do not stand out. www. Michigan Water Trails is a Very brief information michiganwatertrails. nonprofit promoting water- (only mentions Mackinac org/trail. based trails. City). Brief information on CSO asp?ait=cv&cid=73 Northeast Michigan trail. It has link for another website for more information. www.nemcog.org/ Northeast Michigan Council Strategic information about upnorthtrails.asp of Governments (NEMCOG) “Up North Trail” (Northeast is a regional planning Michigan Trail System). Links Government/ partnership. Members are to relevant websites for CSO local governments (counties, detailed information. Largely cities, townships, etc.) and friendly interface. some public institutions. www.michigantrails. Michigan Trails is a It is a very informative us/cheboygan-county- nonprofit dedicated to website. Easy to navigate michigan/cheboygan- providing information about and with detailed information county-michigan-trails. trails in Michigan. (including maps) of all CSO html Michigan Counties’ trails. The Cheboygan page is all well stuffed. Some trails have limited information though. www.fishweb.com/ Fishweb.com is a domain Relatively easy to navigate. maps/cheboygan/ owned by Michigan Few information about Interactive, a private Cheboygan or any other trail, Private firm dedicated to the but very detailed maps about dissemination of trails and other recreation tourism information. interest points in Cheboygan. Cheboygan www. Cheboygan County.net is No trails specific. County cheboygancounty. the official county webpage. net/__library/Trail_ It contains information Town_Manual.pdf about all sorts of relevant County service, but also a few pages dedicated to trails. Includes comprehensive plan and current discussion on master plan update. Source: Compiled by Manuel Mutimucuio for UP454 course project, Fall 2013. an urban & regional planning program report planning program an urban & regional

16 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

Cheboygan County Planning Commission. (2002). Cheboygan County Comprehensive Plan. Available at http://www.cheboygancounty.net/__library/comprehensive%20plan%20 04.09.08.pdf; accessed November 22, 2013.

Huizingh, E. (2002). “Towards Successful E-Business Strategies: A Hierarchy of Three Management Models.” Journal of Marketing Management 18:721–741.

Nichols, S. (2012). Michigan Tourism Strategic Plan 2012–2017. Available at http://ref.michigan. org/cm/attach/526C3AA0-6158-4D64-A049-88C7123A79AB/Tourism_Strategic_Plan.pdf; accessed November 9, 2013.

U.S. Census Bureau. (2010). “Quick Facts on Cheboygan County.” U.S. Department of Commerce, Washington, DC. Available at: http://quickfacts.census.gov/qfd/ states/26/26031.html. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 17 IMAGE OF TOURISM-RELATED at developing one of the most comprehensive INFRASTRUCTURE AND BUSINESS trail networks in the nation can strongly ALONG THE NORTH EASTERN contribute towards the increasing number STATE TRAIL: THE CASE OF of tourists in Northeast Michigan, in TRIPADVISOR particular. Because trails can be used year- By: Georgi Ignatov round for hiking, bicycling, in-line skating, snowmobiling and equestrian activities, the he Northeastern part of the state of proximity of nature makes traveling along Michigan located along the shores these trails more enjoyable. And relatively Tof the Lake Huron is commonly unspoiled and unexplored nature is what regarded as offering a more peaceful retreat this part of the state is rich in; thus, making as compared to the more vibrant western it more attractive for tourists. part of the state on Lake Michigan. A large area of this part of the state is covered by But having and maintaining a trail is not forests with the Mackinaw State Forest and enough for the sustainable development of the Huron National Forest situated there. tourism in an area. Whether tourism-related There are numerous lakes and rivers in the infrastructure is adequately developed area and, of course, Lake Huron with its along the trails is of great importance. What many picturesque lighthouses and unspoiled people are looking at when they are making beaches on the coast. There are plenty of their decisions whether to visit an area or opportunities for recreational activities, such not are accommodation facilities, places to as hiking, biking, wildlife watching, fishing, eat, to buy necessities, souvenir shops, rental kayaking, bathing, camping, exploring facilities etc. Today an increasingly large nature with kids, enjoying local festivals and number of travelers use the Internet for these performances and much more. purposes, and web-based resources are one of the most popular sources of information. However, statistically, Northeast Michigan is not the most popular destination for This paper focuses on researching what tourists. According to the Michigan Visitor image the communities located along the Profile, this part of the state ranked fourth North Eastern State Trail (NES trail) have of the five parts of Michigan by share of on arguably the most popular and influential leisure visitor days, followed only by the online resource for travelers—Tripadvisor. Upper Peninsula (Garulski, 2011). The com. This website is a good example of Southeast and Southwest parts of the state social media in the Internet because most together enjoy 66% of leisure visitor days, a of its content is generated by its users. disproportionally large share compared to It also has a well-developed structure of the land area they occupy. travel forums. On Tripadvisor there is a system of rankings for many categories of At the same time, latest efforts of the state

an urban & regional planning program report planning program an urban & regional tourism-related infrastructure like hotels, and different organizations in the state aimed

18 Promotion of Tourism, Events and Trails in Northeast Michigan restaurants, museums, events etc. in a with positive, neutral and negative specific location or in a proximity to it. The ratings will be calculated to find out more positive reviews are posted by users how people like their quality. the higher ratings a hotel, a restaurant or For each settlement all reviews on an event receives. An owner of a facility can either local restaurants or hotels/ make public comments on any review posted motels/B&Bs will be processed about their facility; thus, making Tripadvisor using Wordle.net resource (available a truly convenient platform for interactive at www.wordle.net). This online communication between the consumers and service generates “word clouds” from the suppliers of tourism-related products. text one provides. The clouds give The two questions to be answered in this greater prominence to words that paper are: appear more frequently in the source text. In our case, it will give visual 1. How well are the communities along representation of the words the users the NES trail presented on Tripadvisor on Tripadvisor use most often in their in terms of the number of local reviews. This can help to understand tourism-related infrastructure facilities what visitors’ impressions are about and businesses cited on this website? tourism-related products and services 2. How are these objects and facilities in an area. rated by travelers? Are the reviews Analysis of the mostly positive or negative? Communities on Tripadvisor To answer these questions the following The NES Trail is a 70-mile multi-use rail-trail methodology will be applied: with a packed crushed limestone surface that runs from Alpena to Cheboygan. It is open For every settlement along the NES year-round to all non-motorized users, and trail reviews will be searched on snowmobiles can be used on the trail from Tripadvisor for local accommodation December 1 to March 31. According to the services, restaurants, local attractions official map of the NES Trail, which can be etc. The number of facilities and found either on the Top of Michigan Trails services reviewed will be calculated Council website (www.trailscouncil.org/) to get an idea how visited a or in the printed booklet. Table 3 shows the community is among the tourists. settlements located along the NES Trail. Attention will be paid to the ratings City of Alpena. of hotels, restaurants and local The City of Alpena is located on the attractions resulting from the scores southern end of the NES Trail; it is a the users of the website give to them. gateway to the trail or the end of the trail The number of facilities and services school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 19 depending on starting point of the trail user. every facility or attraction was reviewed 4.4 For a relatively small community with a times, with some of them having more than population of 10,430 (U.S. Census Bureau, 100 reviews. The more feedback there is the 2010) the City is fairly well represented on more objective is the information available to Tripadvisor. First, it is useful to look at the a visitor of Tripadvisor. Secondly, attention general statistics on user reviews that are will be paid to how satisfied were people presented in Table 4: with the quality of the tourism-related services provided in a city. Table 5 shows the There are an impressive number of tourism satisfaction with quality of services in Alpena. facilities and attractions in Alpena that are listed on the website, and the total number Overall, people were quite satisfied with the of reviews is very adequate. On average, quality of services provided. Sixty-nine out of

Table 3: List of Communities along the NES Trail

Name of Settlement Type

Aplena City, Aplena County Cathro Unincorporated Community in Maple Ridge Township, Alpena County Bolton Unincorporated Community in Maple Ridge Township, Alpena County Posen Village, Presque Isle County Metz Township, Presque Isle County Hawks Unincoporated Community in Bishmark Township, Preque Isle County Millersburg Village, Presque Isle County Onaway City, Presque Isle County Tower Unincorporated Community in Forest Township, Cheboygan County Aloha Township, Cheboygan County Cheboygan City, Cheboygan County Source: Top of Michigan Trails Council: www.trailscouncil.org/.

Table 4: Tourism-Related Facilities or Services Reviewed in Alpena

# of Facilities/ Services Reviewed # of Object of a Review or Mentioned Reviews Hotels and B&Bs/Inns 27 97 Restaurants 70 365 Vacation Rentals 1 0 Attractions 27 102 Activities 6 20 Shopping 3 1 Totals 134 585

an urban & regional planning program report planning program an urban & regional Source: Tripadvisor, 2013.

20 Promotion of Tourism, Events and Trails in Northeast Michigan 83 facilities or attractions were given a score City of Cheboygan. of four or higher, although accommodation Cheboygan is where the NES Trail starts or services performed just moderately well. On ends in the North. It is at the mouth of the the other hand, attractions were valued very Cheboygan River on Lake Huron, is the seat highly, and this suggests that they can be of Cheboygan County and has a population viewed as one of the most important assets of 4,876 (U.S. Census Bureau, 2010). The City to the tourism development in the area. has considerable tourist potential located next to Aloha State Park and Mullett Lake, Lastly, it is worth looking at what expressions the latter offering good possibilities for and words people use in their reviews. For fishing and other recreational activities. Two this purpose, in Alpena, 392 reviews of rail trails intersect in this City (North Eastern local restaurants have been processed using State Trail and the North Central State Trail), Wordle.net engine. It is important to mention making the City a local hub for hikers, bikers that out of 392 reviews processed 248 have and other tourists enjoying trail experience. been submitted by visitors to the City. Table 6 examines general information on Although this is a crude generalization of an Cheboygan tourism-related infrastructure overall opinion it still gives an idea of what from Tripadvisor: people feel about the dining services available in Alpena. Words like “good and “great” For a small city Cheboygan has a strong certainly stand out and “friendly,” “nice” presence on Tripadvisor, especially with and “delicious” being also well-represented. regard to dining options. It also has a very Taking into consideration data presented in high ratio of reviews per facility or attraction Table 5 it can, therefore, be concluded that of 10.5, which is more than twice of that according to reviewers restaurants in the City in Alpena—a city with comparable assets have a good reputation. for tourism development. This may imply

Table 5: Satisfaction with Quality of Services in Alpena

# of Facilities/Attractions with the following Rating (the Higher, the Better)

Object of a Review 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 Hotels and B&Bs/Inns 1 1 1 3 1 N/A N/A N/A N/A N/A Restaurants 16 11 17 3 2 N/A 2 N/A 2 N/A Vacation Rentals N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Attractions 9 4 6 N/A N/A N/A 1 N/A N/A N/A Activities 1 1 N/A N/A N/A N/A N/A N/A N/A N/A Shopping 1 N/A N/A N/A N/A N/A N/A N/A N/A N/A Total 28 17 24 6 3 0 3 0 2 0 Source: Tripadvisor, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 21 that the overall number of users of tourism- (30%) have the highest user satisfaction score. related facilities or attractions listed on Accommodation facilities in Cheboygan Tripadvisor is higher for Cheboygan than for perform well. No reviews of local activities or Alpena, which translates into more feedback shopping opportunities have been submitted left on the website for Cheboygan. by Tripadvisor users so far, but it seems that people in general are more reluctant to Table 7 assesses the quality of tourism- publish their opinion on these services. related services from Cheboygan: Similarly with the results for Alpena In general, people are satisfied with restaurants the overall subjective experience Cheboygan tourism-related infrastructure, of the quality accommodation services but there is a room for improvement. For in Cheboygan is very positive. Words example, only one Cheboygan restaurant like “clean,” “great,” “nice,” “friendly” and has the highest rating (4% of total number), “helpful” with reference to rooms and staff while for Alpena 16 out of 53 restaurants

Table 6: Tourism-Related Facilities or Services Reviewed in Cheboygan

# of Facilities/ Services Reviewed # of Object of a Review or Mentioned Reviews Hotels and B&Bs/Inns 8 157 Restaurants 33 334 Vacation Rentals 3 16 Attractions 8 102 Activities 0 0 Shopping 0 0 Totals 49 515 Source: Tripadvisor, 2013.

Table 7: Satisfaction with Quality of Services in Cheboygan

# of Facilities/Attractions with the following Rating (the Higher, the Better) Object of a review 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5

Hotels and B&Bs/Inns 2 2 1 N/A 2 N/A N/A N/A N/A N/A Restaurants 1 7 12 N/A 2 N/A 1 N/A 2 N/A Vacation Rentals 1 1 N/A N/A N/A N/A N/A N/A N/A N/A Attractions N/A 1 1 N/A 1 N/A N/A N/A N/A N/A Activities N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Shopping N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Total 4 11 14 0 5 0 1 0 2 0 Source: Tripadvisor, 2013. an urban & regional planning program report planning program an urban & regional

22 Promotion of Tourism, Events and Trails in Northeast Michigan dominate the word cloud. The word “river” located on the U.S. Highway 23 and right was cited very often as well, which may next to Lake Huron, it has, on average, indicate the importance of bodies of water almost same ratio of reviews and number of for recreational tourism in the area. facilities/attractions reviewed per inhabitant as the City of Alpena. City of Onaway The City of Onaway is located in Presque Isle When it comes to quality of services, County, and has a population of 880 (U.S. the reviewers are generally satisfied Census Bureau, 2010). When travelling along with Onaway tourism infrastructure the NES Trail the distance from Onaway to (see Table 9), but it is difficult to make Cheboygan is 25.25 miles, and from Onaway comprehensive conclusions on this issue to Alpena—44.6 miles. The City describes because of the low number of reviews. itself as a place that offers relaxed way of life Lastly, as in the case with Alpena and among pristine nature with numerous lakes, Cheboygan, users’ reviews from Tripadvisor rivers and forests. were processed using Wordle.net engine. On Tripadvisor, general information can be For Onaway, 25 reviews of local restaurants found concerning reviews submitted about showed a positive outcome with “good” the tourism facilities and attractions in and “food” the most frequent appearance Onaway (see Table 8). in the reviews with other positive words dominating the picture. Overall, the City of Although number of facilities/attractions Onaway can be regarded as a very successful reviewed is low, it has to be taken into example of a small community, which has a consideration that the City itself is very more than adequate presence on one of the small. Moreover, even though Onaway does most popular global travel website. not have such an advantageous location as Cheboygan and Alpena, both of which are

Table 8: Tourism-Related Facilities or Services Reviewed in Onaway

# of Facilities/ Services Reviewed # of Object of a Review or Mentioned Reviews Hotels and B&Bs/Inns 1 1 Restaurants 6 25 Vacation Rentals 1 1 Attractions 2 19 Activities 0 0 Shopping 0 0 Totals 10 46 Source: Tripadvisor, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 23 Table 9: Satisfaction with Quality of Services in Onaway

# of Facilities/Attractions with the following Rating (the Higher, the Better)

Object of a Review 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 Hotels and B&Bs/Inns N/A N/A 1 N/A N/A N/A N/A N/A N/A N/A Restaurants N/A 2 2 N/A N/A N/A N/A N/A N/A N/A Vacation Rentals 1 N/A N/A N/A N/A N/A N/A N/A N/A N/A Attractions N/A 1 1 N/A N/A N/A N/A N/A N/A N/A Activities N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Shopping N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Total 1 3 4 0 0 0 0 0 0 0 Source: Tripadvisor, 2013.

Other Settlements along the NES Trail their opinions on hotels and restaurants, other Other communities that are marked on the tourism attractions, like various activities official NES Trail map as being located along and shopping opportunities, are assessed the trail either do not appear on Tripadvisor as well. Average number of reviews per or are mentioned to a very limited extent. For restaurant or hotel is also quite satisfactory, example, one restaurant and two attractions thus giving the visitors of Tripadvisor the are listed for the Village of Posen with no opportunity to receive a rather unbiased reviews submitted; three restaurants are summary information of quality of services in listed for the Village of Millersburg with only a particular facility. one restaurant reviewed by six users; Hawks Although for most of the settlements along and Tower, unincorporated communities, the NES Trail no substantial information are mentioned, but no hotels, restaurants or is available on Tripadvisor , it should not attractions are listed for these locations. At be considered a very significant obstacle the same time, this is perhaps not surprising, for further online marketing of the NES because these settlements are either smaller Trail. Firstly, the largest settlements on administrative units in townships or villages both ends and in the middle of the trail with a low number of residents. are well-covered on Tripadvisor, so that a Summary of Findings traveller still has a broad range of tourism Summarizing the results of this study it can be facilities and attractions along the trail concluded that communities located along the to choose from basing his/her opinion on NES Trail are fairly well-represented on the other people’s numerous reviews. Secondly, Tripadvisor website and have a positive image a comprehensive and detailed overview of in terms of tourism-related services offered the trail with maps and commentaries is in them. Although most reviewers publish available from other online sources, like the an urban & regional planning program report planning program an urban & regional

24 Promotion of Tourism, Events and Trails in Northeast Michigan official website of multi-purpose recreational owners and staff of local hotels, restaurants, trails in northern Lower Michigan (www. bars, shops and museums located in trailscouncil.org), or the website of the communities along the trail ask visitors to Rails-to-Trails Conservancy organization comment on their level of satisfaction with the marketing the nationwide network of trails services provided using some of the numerous from former rail lines (www.railstotrails.org) online resources. It is even more important and other online resources. for the owner or a manager of a restaurant or a hotel to track the reviews of his/her facility However, the more feedback people provide and provide a feedback to reviewers; thus, on tourist attractions and facilities on the showing his/her commitment to improving NES Trail the better the chances will be that the quality of services. tourists from other places will come to this region. Therefore, it is highly advisable that

WORKS CITED

Garulski, J. (2011). “2010 Michigan Visitor Profile: An Inside Look at the Leisure Travel Market in Michigan.” Available at: http://www.michiganbusiness.org/cm/Files/Reports/2010%20 MI%20Visitor%20Profile%20Report.pdf.

Tripadvisor. (2013). Various searches of this site. Available at: http://www.tripadvisor.com/.

U.S. Census Bureau. (2010). “2010 Demographic Profile.” Available at: http://www.census.gov/ popfinder/. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 25 STRENGTHENING THE Methodology RELATIONSHIP BETWEEN To determine the accessibility of restaurants MICHIGAN’S NORTH CENTRAL along the North Central Trail, business STATE TRAIL AND TRAIL TOWN locations had to be gathered. Data was RESTAURANTS collected for each of the six trail head cities: By: Lori Morgan Gaylord, Vanderbilt, Wolverine, Indian River, Cheboygan and Mackinaw City, as hen planning a trip, whether it be well as the two “rest stop” cities, Topinabee a day trip or a long vacation, it is and Mullett Village (North Central State Wcommon for people to research Recreational Trail, 2010). The data for the amenities a location has to offer before each city was collected online using the deciding to visit there. They generally want search term, “restaurants in ‘name of city’ to know that all of their needs can be easily Michigan.” This phrase was entered into fulfilled and have some idea of where they will both Google and Bing to minimize the risk of need to go to meet those needs. One amenity inadvertently overlooking sources that may that interests many people is food, more only be connected with one search engine. specifically restaurants, and people planning a trip along Michigan’s North Central State After the phrase was entered into each search Trail are no exception. When planning a trip engine, the first page of results was scanned on the trail, people will want to know that for any web pages that appeared to be they will be able to conveniently stop for a associated with the city being searched. This meal or refreshments without having to go too frequently included restaurant listings from far from the trail itself. local chambers of commerce or visitor bureaus. This was done because it was found that these But is this possible? To answer that question, sites generally had the most extensive data, this paper will research and analyze the creating a good place to begin data collection. accessibility of restaurants to people using More widely known resources, like yelp.com, the trail. Spatial analysis will be performed to urbanspoon.com, and tripadvisor.com were determine the general location of restaurants also used to research restaurants in the area. in the area in comparison to the trail, while For each city, all of these resources were used qualitative data will be collected to determine to guarantee that data was up to date and if access from the trail to these businesses as accurate as possible without performing really exists for people traveling by foot, bike ground verification. Web pages were checked and other modes of transportation commonly until there was a sufficient amount of used on the trail. Based on the findings from recurrence of locations to assume all locations this spatial analysis, recommendations will had been collected. be made about how to utilize and develop the restaurant market along the trail to increase The resources used were limited to Google

an urban & regional planning program report planning program an urban & regional tourism and spending in the area. and Bing searches and the first page of

26 Promotion of Tourism, Events and Trails in Northeast Michigan results because this examination was also or a quarter mile is a standard distance used to gain a general understanding of the people are willing to walk to reach a service availability of local restaurant information (Human Transit, 2011). Buffers up to one mile for the trail area online and to mimic what were created, because it was assumed that someone planning a trip to the area might people using other modes of transportation actually do when searching for local resources. on the trail, like bicycling would likely being Based on a report by the Pew Research willing to travel further. General buffers had Center, 51% of adults used the internet to to be used, because additional data about the gather data about restaurants and bars, and accessibility of restaurants directly from the 38% rely on search engines (Pew Research trail was not available, as will be discussed Center, 2011). Therefore, the use of two widely later in the paper. The final map created used search engines to collect restaurant using this data can be found in Appendix 2, locations was deemed appropriate. at the end of this paper.

From this data collection process, the names Findings and addresses (including zip code) of all At the beginning of this analysis, it was restaurants in each trail city were collected. assumed that mapping restaurant location While restaurant type was not collected or data would reveal an opening in the market categorized, in some instances, determinations for facilities near the trail. However, after of what qualified as a restaurant had to be the information was collected and mapped, made. Some web pages included food retail it was found that the trail towns hold an businesses and grocery stores in their list of abundance of resources. The majority of the local restaurants. When this was encountered, restaurants are located within the quarter- or these locations were then further researched half-mile buffers around the trail. This, in and if they did not appear to actively serve theory, should make them easily accessible prepared food, they were not included. For by modes of transportation used on the example, ice cream shops were included, but trail and motivate trail users to venture candy shops were not. out and take advantage of these dining establishments. However, this does not seem All of the address data was collected in a to be happening, so what is the disconnect? spreadsheet, which was then used to geocode Additional research exposed a possible lack the spatial locations of the restaurants along of accessibility. This included not only the the trail. Buffers were created around the possibility of a physical lack of accessibility, trail, indicating quarter mile increments but more importantly, a lack of availability of away from the trail, from a quarter mile information about how to access restaurants to one mile. These buffers was created to from the trail. indicate the general distance between the trail and the restaurants. Quarter-mile Research into the accessibility of restaurants

increments were used, because 400 meters from the trail began by looking at the trail’s school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 27 web pages, including the currently active Michigan currently receives 13% of the page, “North Central State Recreational Trail” visitors coming to Michigan, second only to and the page that is currently in beta testing, the Upper Peninsula at 7% (Garulski, 2011). “Up North Trails.” Both of these pages include This report also shows that average “leisure recommendations for the places to eat along party” spending per day in Michigan in 2010 the trail. “Up North Trails” includes a map in was on $81.00, compared to a national average a feature that appears to be helping visitors of $104.00, showing that there is a deficiency plan a trip to the area (NEMCOG, 2013). either in marketing to let people know about “North Central State Recreational Trail” the resources Michigan has or that there is includes a list of restaurants, for which you a simple deficiency in resources/ places for can get directions on the site (North Central people to spend more (Garulski, 2011). State Recreational Trail, 2010). However, Recommendations neither site includes information about how Based on these finding, the first to get directly from the trail to the restaurant, recommendation is clear that greater data minimizing the opportunities that a trail user about the accessibility of restaurants directly might take advantage of. from the trail should be gathered and made The “Trail Town Master Plans” for Mackinaw available. The availability of this data should City and the Village of Topinabee, originally be focused on online resources, especially created to help these towns capture trail- to target younger groups. However, to based tourism, were also examined for clues guarantee equitable access, brochures should about access from the trail to restaurants. also be created for visitor centers and/or Both of the plans give great detail about the chambers of commerce to distribute. Making impact of the trail on the local economy and this data more accessible will increase the efforts being made to increase related tourism. likelihood for people to stay on the trail for The Village of Topinabee plans points out the longer periods of time because they know value of understanding nodes of interesting they will have convenient access to the use, like public shower location, local lodging, resources they may need. and local dining locations (LIAA, 2013b). The collection of accessibility data may also However, nowhere in this plan is the map lead to the realization that direct access from actually displayed, nor is there mention of this the trail to all restaurants is not available. This type of accessibility data and making it widely may make it necessary to invest in extensions available online. or additional off-shoots of the trail. While To understand the possibilities for tourism this can be expensive, State grant programs, in the area and needs for expansion, data like the Transportation Alternatives Program, about current visitors and spending was also which funds projects for non-motorized paths, collected from the 2010 Michigan Visitors streetscapes, and historic preservation of

an urban & regional planning program report planning program an urban & regional Profile. Based on this data, Northeastern transportation facilities, are available and may

28 Promotion of Tourism, Events and Trails in Northeast Michigan assist with the costs (MDOT, 2013). A project trail, but also because dining currently holds like this may create additional and currently economic viability. It was reported in the 2010 unplanned work; however, it would be very Michigan Visitors Profile that spending on valuable in increasing trail users’ access to trail dining has rebounded 60% to pre-recession town resources, making them more likely to levels, and that spending on water activities stay in the area longer and spend more. is down (Garulski, 2011). When placed in a situation with such an abundance of dining In addition to increasing knowledge of and opportunities and a desire to increase tourism physical accessibility to restaurants along the it makes sense to market the trail as a culinary trail, branding the trail based on these culinary hub in the state. If a plan to develop a culinary resources may help to bring people to the trail branding image for the trail were developed, and create new markets for more specialized additional research should be done about foods. In the past, long trails were created the current distribution restaurant types and hiked for the thrill of finishing the long in the area. This may reveal possibilities for distance or the time for extended exposure to new culinary markets in the area and help to nature (Lane, 1999). Today, however, people further boost local economies. are generally interested in much shorter trips, along trails that have access to activities and Conclusions resources (Lane, 1999). While the culinary The area surrounding the North Central trails, especially at the length of the North State Trail has an abundance of natural and Central State Trail, are currently not that man-made attractions, and the restaurants common, it is important gain peoples’ interests surrounding the trail are no exception. If by having a unified visions. As the Village of increased tourism to the area is desired, Topinabee trail town plan points out, people will want to be able to easily find out about these resources at the click of a It is important for local leaders and trail button. The ability to bring people to the planners in Topinabee to understand that most area, and have them stay and spend in the Trail Towns are not isolated communities; local economy depends on the ability to make they are linked together by the trail, creating information about the area more widely a regional destination for residents, trail users accessible. Whether they are simply marketed and tourists,” (LIAA, 2013b). as a great place to stop for a bite or as part of a Branding the trail as a total culinary experience new branding scheme for the trail, restaurants would help to create a unified vision and take are at the center of great tourism, and advantage of existing resources. marketing them to potential visitors should be at the center of plans to increase tourism to Choosing to use dining as the central the North Central State Trail. “theme” makes sense not only because of the extensive collection of restaurants along the school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 29 Appendix 2 Figure 1: Restaurants along the North Central State Trail Restaurants Along the North Central State Trail Data was collected and analyzed to display the spatial relationship between the North Central State Trail and restaurants in the trail head cities, or “trail 1. Mackinaw City towns.” The analysis performed showed that there is an abundance of restaurants surrounding the trail, especially within 1/4 to 1/2 radius. However, little data is available about how accessible these businesses are from the trail. Providing more data about the accessibility of these restaurants would make them more marketable to the trail users and tourists, creating new business for 2. Cheboygan the existing restaurants and possibly opening up a new culinary markets near the trail. The inset maps of Mackinaw, Cheboygan, Indian River, and Gaylord highlight the areas that currently have the most extensive collection of Mullett Village restaurants and could act as launching points for the creation of trail to restaurant accessibility data and the branding of the North Central State Trail as a culinary hub for tourism in Northeastern Michigan. Topinabee

1. Mackinaw City 2. Cheboygan 3. Indian River

Wolverine

0 mi 1 mi 0 mi 1 mi Vanderbilt

3. Indian River 4. Gaylord 4. Gaylord

Legend Trailhead City

0 mi 1 mi 0 mi 1 mi Rest Stop City Restaurant Location North Central Trail 1/4 Mile Buer

Data Collection & Analysis By: Lori Morgan Map Designed By: Lori Morgan Fall 2013 Michigan State University Source: Created by Lori Morgan using data supplied by NEMCOG, 2013. an urban & regional planning program report planning program an urban & regional

30 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED (Including map data collection sources)

The City of Topinabee. (2013). “Businesses.” Available at: http://www.topinabee.org/ about/businesses/.

Cheboygan Area Chamber of Commerce. (2013). “Visitor Info: Food & Beverage.” Available at: http://www.cheboygan.com/visitors/foodbeverag/.

Human Transit. (2011). “Basics: Walking Distance to Transit.” Available at: http://www. humantransit.org/2011/04/basics-walking-distance-to-transit.html.

Indian River Chamber of Commerce. (2013). “Dining: 2013 Member Directory.” Available at: http://www.irchamber.com/membersnew2.php?cat=Dining.

Land Information Access Association. (LIAA). (2013a). “Trail Town Master Plan: Capturing Trail Based Tourism, Village of Topinabee.” Available at: http://www.nemcog.org/ downloads/trail_town_plan_topinabee.pdf.

Land Information Access Association. (LIAA). (2013b). “Trail Town Master Plan: Capturing Trail Based Tourism, Mackinaw City.” Available at: http://www.nemcog.org/downloads/ trail_town_plan_mackinaw_city.pdf.

Lane, B. (1999). “Trails and Tourism: The Missing Link.” Available at: http://www. americantrails.org/resources/economics/TourismUKecon.html.

Mackinaw Area Visitors Bureau. (2013). “Culinary Delights in Mackinaw City.” Available at: http://www.mackinawcity.com/dining-58/.

Mackinaw City Chamber of Commerce. (2011). “Mackinaw City Restaurants & Dining. Available at: http://www.mackinawcity.net/mackinawcityrestaurants.php.

Michigan Department of Transportation (MDOT). (2013). “Transportation Alternatives Program.” Available at: http://www.michigan.gov/mdot/0,1607,7-151- 9621_17216_18231---,00.html. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 31 WORKS CITED (CONT.)

North Central State Recreation Trail. (2010). “Visitors Guide.” Available at: http://www. northcentraltrail.org/visitorsguide.asp.

Northeast Michigan Council of Governments (NEMCOG). (2013). “Up North Trails.” Available at: http://ws6.liaa.org/upnorthtrails/default.asp.

North Guide Internet. (2013). “Gaylord Area Featured Dining.” Available at: http://www. visitgaylord.com/dining/.

Pew Research Center. (2011). “Where People Get Information about Restaurants and Other Local Businesses.” Available at: http://www.pewinternet.org/~/media/Files/Reports/2011/ PIP-Local-business.pdf.

TripAdvisor LLC. (2013). TripAdvisor Home Page. Available at: http://www.tripadvisor.com/.

Urbanspoon. (2013). Urbanspoon Home Page. Available at: http://www.urbanspoon.com/.

Yelp Inc. (2013). Yelp Home Page. Available at: http://www.yelp.com/.

YP Intellectual Property. (2013). Yellow Pages (YP) Home Page. Available at: http://www. yellowpages.com. an urban & regional planning program report planning program an urban & regional

32 Promotion of Tourism, Events and Trails in Northeast Michigan MARKETING OF THE TRAILS OF A clear segment of that vision, and the CHEBOYGAN COUNTY focus of this paper, is an emphasis on By: Nick Najor consistent visible marketing of the trail to travelers through the area, especially as they he North Central State Trail and navigate via traditional motorized means the North Eastern State Trail each (i..e., interstate freeways). But creating that Tserve as a phenomenal resource for consistent awareness goes both ways. There communities in the Cheboygan region. also is a need for the stakeholders in the Michigan has a larger rails-to-trails system Cheboygan trails to make certain that people than any other state in the Union, and using the trails are well-informed of the local Cheboygan County has more of those businesses that are located in the vicinity of trails than any other county in Michigan. their route. The topic of this research paper And the trails intersect right in the City is an exploration of steps that communities of Cheboygan, which is the county seat of in the region can take in terms of physical Cheboygan County. Residents from the signage and the marketing of local businesses area possess a tremendous opportunity to within walking or biking distance of the take in the sights, navigate through a vast Cheboygan trails. The economic system of recreation area, and travel from different the Cheboygan region can benefit from this community hubs using only non-motorized research because it can expose opportunities transportation. Because the Cheboygan to better promote existing resources to trails are part of a fully completed and well- those unfamiliar, while also allowing local established system, there is not an immediate businesses to tap into a potential new need to improve the infrastructure itself. clientele base. However, there always exists the potential for increased usage and resulting economic This topic was partially inspired by Dennis benefit by increasing community and Hansen, Senior Landscape Architect for the consumer awareness of the trail system. campus of Michigan State University. A conversation with Hansen, an avid bicyclist, Not only does Cheboygan stand to benefit earlier this semester revealed his passionate by marketing to its own residents, it can views on the topic of infographics and undoubtedly present itself as a viable tourism mapping on the Cheboygan trails. His major option for citizens from all over Michigan, complaint is that while there are plenty of or even people from out of state (such as information kiosks in place, they lacked Wisconsin) or out of country (most likely sufficient geographic guidance to nearby Canada). Because the reach of this clientele establishments. This paper seeks to ask base has such massive potential, it remains two foundational questions to each of the absolutely crucial for the Cheboygan trails to municipalities that house the trail: have a clear and unified branding vision. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 33 1. How well are the trails advertised to interstate. The cost estimates of such a program the people in the surrounding area? can be gleaned using the website for Michigan Logos, Inc., which is currently the largest entity 2. How well is the surrounding area in this particular industry, and can be seen as advertised to the people on the trails? follows (www.ortravelexperience.com/for- The websites for the Cheboygan trails, businesses/sign-programs/). particularly for the North Central State Trail, Eight-hundred-fifty dollars annually provide thorough guides to the businesses per direction for one (1) mainline and along the corridor, such as a list of restaurants one (1) ramp. (www.northcentraltrail.org/eat.asp). However, a physical advertising presence One-hundred-twenty dollars is also necessary. The North Central State annually for trailblazers. Trail follows a route generally parallel to One hundred dollars per direction Interstate 75, and as such there is tremendous for removal, cover or change. opportunity to increase awareness of the trail to automobile travelers as they drive the main One hundred dollars per direction north-south artery of the state of Michigan. for bumping, one-time charge. Highway business signs are extremely common within the U.S. interstate highway One would think that because the trail system, and they can be used for a variety of covers such a vast length of highway, any purposes. One of the most common methods contractor, whether private or governmental, of business promotion on interstate highways would be eager to offer some type of is the usage of signs, usually blue, that discounted rate due to the sheer amount of display the logos of restaurants, lodging, and business opportunity that is presented by gas stations that are located at a particular the promotion of the Cheboygan trails. interchange or exit. These are commonly On the flip side, touching on Hansen’s referred to as Interstate Logo Signs, and they comments, the various population centers were first introduced in 1972. along the trail route could be designated Coinciding with these signs are similar displays as individual “hubs” in the corridor. Each meant to promote recreation areas, parks, of these hubs would conceivably create museums, and other destinations. These are their own self-image in terms of how they commonly referred to as Tourist-Oriented want to market themselves to trail users. Directional (TOD) signs. The Cheboygan However, they would work together to region could expand upon this practice by maintain a unified effort to clearly and combining it with billboard use to create effective demonstrate their accessibility and essentially a ‘You are here’ in terms of where opportunities in relation to the trails. you are on the trail as you drive down the an urban & regional planning program report planning program an urban & regional

34 Promotion of Tourism, Events and Trails in Northeast Michigan Internet research on the Cheboygan trails place where both town residents and reveals a good deal of information from trail users can walk, find the goods and first-hand sources, such as the Cheboygan services they need, and easily access Area Chamber of Commerce and the Top both trail and town by foot or vehicle. In of Michigan Trails Council. However, from such a town, the trail is an integral and an outside perspective, there are a handful important part of the community. of excellent resources that are stunningly The document then follows with basic relevant to this discussion of trail promotion. elements of a trail town strategy, including The Michigan Trails & Greenways Alliance two relevant points for the purposes of (MTGA) is a nonprofit organization that this discussion: fosters and facilitates the creation of an interconnected statewide system of trails Welcome trail users to your town and greenways for recreation, health, by making information about the transportation, economic development community readily available at and environmental/cultural preservation the trail. purposes (www.michigantrails.org/about- us). A great deal of information can be Work with neighboring accessed through their website, including communities to promote the entire one document specifically focused on the trail corridor as a tourist destination. Cheboygan region. In August 2010, the Land After a lengthy section covering the design Information Access Association, through its and function of the different elements of a Partnerships for Change Program, published trail system, the guide moves on to the topic a comprehensive guide for communities of promotion. Most of the Trail Town Manual along the North Central State Trail. Titled recommendations and strategies are based Trail Town Manual, it focuses on capturing on drawing in visitors from beyond the local trail-based tourism (www.michigantrails. market. Therefore, the full potential of the org/sites/default/files/Trail_Town_Manual_ Trail Town concept may not be realized NCST.pdf). This manual uses the following unless the local and regional population base definition of a “Trail Town,” first conceived is aware of it and what it can offer. by the Allegheny Trail Alliance: One strong theme that is reflected in A trail town is a destination along a the mission of promoting a trail town is long-distance trail. Whether on a rail welcoming. Users of the trail must feel or trail, towpath, water trail or hiking, see some type of indication that they are trail-trail users can venture off the welcomed into the adjoining community, trail to enjoy the scenery, services, and otherwise there is a high likelihood that heritage of the nearby community with they will simply keep navigating along the its own character and charm. It is a safe school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 35 trail without stopping off and potentially Indian River, the Inn Between Café, which experiencing the community and benefiting is located just one block from the North the economy. An example of this welcoming Central State Trail, has placed welcome attitude is found in the following example: banners for golfers, fisherman and race fans “Several businesses in towns along the on the front of their building.” Overall, the North Central State Trail have placed Trail Town Manual provides great insight into welcome signs for other user groups directly the strategic opportunities that exist for on their buildings. Each of these welcome communities along the North Central State signs is sponsored by a beer company. In Trail to capture trail-based tourism. an urban & regional planning program report planning program an urban & regional

36 Promotion of Tourism, Events and Trails in Northeast Michigan CHEBOYGAN COUNTY and social awareness. The purpose of this MICHIGAN TRAIL SYSTEM: paper is to explore existing marketing MARKETING, IMPROVEMENT AND strategies, possible physical improvements, INITIATION STRATEGY and make recommendations to improve this By: Aaron Dawson critical recreational resource. The Trail Town Manual by Partnerships for Change (2010) heboygan County, located in the thoroughly explains the importance of this northern Lower Peninsula of trail network: CMichigan, contains an excellent system of 288 miles of existing and planned Communities are realizing the economic trails (www.trailscouncil.org). This potential of trails as highly desirable extensive network of improved trails is destinations that bring dollars into the a key component of northern Michigan places they serve . . . trails and greenways tourism, attracting hikers, runners, bikers, attract visitors from near and far—visitors snowmobilers, and equestrians. There who facilitate job growth in tourism related are many elements that attract tourists in opportunities like restaurants, local stores addition to the trail system itself. Some of the and lodging. Communities are increasingly amenities that are on the trail system are: utilizing this “Trail Town” model of economic revitalization that places trails Hotels; as the centerpiece of a tourism-centered Restaurants; strategy for small-town revitalization.

Natural Scenery; and Marketing and Promotion The existing marketing of the trail system is Landmarks (Fort Michilimackinaw, excellent. There is a wealth of information, Mackinaw City, Bois Blanc Island, policies, and activities online. The Lumberjack Park, Indian River, primary website for information is www. Trail-side Parks, many local unique trailscouncil.org—this is a board consisting businesses, camping, etc.). of representatives from many cities along the trail network that govern the operation This offering of amenities enhances the and funding of the system. The importance draw of the trail system, while helping of having this information available online local businesses and overall economic cannot be understated. With a growing development. In addition to a massive number of out-of-state and international amount of attractions, special events are held visitors, the internet is a powerful resource on the trail system, including long-distance to connect potential tourists with the relay races, special biking events and so on. information needed to plan visits to the trail With the importance of this trail system in system. There are several other websites and the context of economic development, it is

social networking sites dedicated to the trails. school of planning, design and construction important to explore and improve marketing

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 37 With www.trailscouncil.org being the main II. www.cheboygan.com/visitors/ website for information, the most extensive recreation/our-trails/ exploration should be conducted there. Provided by the Cheboygan Area Chamber of Commerce, this website offer a more I. www.trailscouncil.org generalized view of the main trails and This website is extremely thorough in a more specific list of events that are providing information on each section of the happening in the area. In addition, there are trail network. In addition, there are maps, links provided to social networking sites like news, events, amenity listing, and contact Facebook, Twitter and Google. The most information. There are also opportunities comprehensive portion of the website is the to sign up as a member and have access to calendar section. This section lists events e-newsletters. One of the most important with digital flyers that include locations, components to this website is the trail dates, and times. Linking these events with maps and amenity listings. There is a wealth the trail system provides an opportunity of important information on these maps for tourists to plan an extended stay, while including, trail surface, trail availability enjoying specific activities. dates, important landmarks, cities, distances, and various amenities. Each section of the III. www.facebook.com/TrailsCouncil trail listed on the website includes a list Facebook is arguably the most influential of features that would be important when social networking site on the internet with selecting what portions of the trail a tourist hundreds of millions of users worldwide. might select. These indicate trailheads, The Top of Michigan Trails Council has parking, restrooms, and amenities. In taken advantage of this important resource addition to this information, there are sample by providing links and images showing the pictures and explanatory text of each section various activities available on the trail system. of the trail showing a possible activity or In addition, there are updates on the status of scenic stop. This component is in addition to construction to various portions of the trails. the gallery section of the website, a collection Promotion of events is also a top priority on of images that show various activities on the Facebook, allowing potential tourists to see trail year round. Another interesting feature what the trails are really all about. of the website is the events section. There are This section is not a comprehensive list of several events listed that bring tourists and the online promotion of the trail system, locals to the trail network, while promoting but these three clearly have the most local businesses. An interesting feature influential online presence. The websites is that specific local businesses provide listed above are critical to the success of discounts or activities tied into these events. the trails, because they must convey .”..an Integration of business and recreation is a active, attractive, and interesting place with very useful economic development tool.

an urban & regional planning program report planning program an urban & regional accessible and comfortable spaces, hosting

38 Promotion of Tourism, Events and Trails in Northeast Michigan a variety of activities and promoting social to “On the Heritage Trail” audio segments interaction and a strong sense of place.” by Tom Castaldi, Allen County historian, (www.cheboygancounty.net) Effective use heard weekly on public radio WBNI-FM. of these promotional tools ensures a definite In essence, it is a self-guided audio tour. opportunity for economic development of Integration of this technology could bring the area. the Cheboygan County Trails to a new level of promotion and interaction. Improvement – Digital Trails Digital trail technology could bring a Improvement – Interpretive Signs more interactive, immersive experience Exploring the images and literature on the to the trail system. One example of digital trail system, it appears that there is little or no trail technology that is currently in use in signage on the trails themselves. This could America today is the QR (Quick Response) be an important improvement for users who code system. This system allows Smartphone have no access to Smartphones or internet users to scan a code and obtain further access, while on the trail. Interpretive signs information regarding a specific attraction provide a more immersive experience and can on the trail. This type of technology will be used to guide visitors to special attractions allow visitors to obtain and save information and local businesses that may not be directly on the go, benefitting both the tourist and on the trail system. These types of signage can local businesses. For example, if a visitor be also provided in a digital format, such as sees a business they like they can scan a QR a touch screen or interactive video monitor. code and be immediately linked to the web These types of enhancements are excellent site for that business. This would allow for ways to promote the trail system, while businesses to gain repeat sales even after a enhancing economic development. visitor has returned home. Information on Implementation specific attractions can further enhance the For other areas that may be interested trail experience as well. Historical sites can in incorporating these types of trail be explored further online, which could lead systems, it is important to understand the to repeat visits or word of mouth promotion. process by which several communities QR technology is further explained in can come together to make an effective the article at www.journalgazette.net. tourist destination. The Trail Town Manual The idea is for walkers to find additional describes this process in four main steps: information by scanning the QR codes organizing, promotion, design, and economic using their smartphones at each stop restructuring. (www.cheboygancounty.net) along the trail. Then they’ll find expanded Organization is the first and possibly most descriptions of the historic sites, more critical step in the implementation process. photos and hyperlinks leading to even more This step is further broken down in the Trail

information. They’ll also be able to listen Town Manual: school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 39 1. Define the trail corridor: of a trail through or around a center include Understanding the physical and cleanliness, safety, lighting, amenities, administrative structure of the trail. streetscapes, and possible opportunities for improvement (www.cheboygancounty.net). 2. Assess local capacity: Determining the capabilities and limitations of the The final step in implementation is economic local businesses and governments. restructuring. This is explained in the Trail Town Manual, which states “Economic 3. Create a local organization: The Restructuring refers to the functions of gathering and organizing of local business expansion, business retention, stakeholders into a governing body. and new business recruitment. It also deals 4. Develop a local volunteer base: with the key issue of market demographics.” Relay the importance of a new trail (www.cheboygancounty.net) Understanding system to the community to ensure the trail user is the first important aspect adequate maintenance. of economic restructuring. This gives trail developers an idea of how to proceed with 5. Get the message out locally: development. An example of this is provided Marketing and advertising to excite below, from Trail Town Manual (Partnerships and inform locals. for Change, 2010).

6. Build partnerships: Secure the Recent research suggests that many trail resources and relationships required users tend to be well educated with fairly to develop the trail system. high incomes. A 2004 case study of the North 7. Take one step at a time: Carolina Northern Outer Banks Trail, found Understanding that this process that, of the typical bicycle tourist: does not happen overnight, and Eighty-seven percent earn more than informing stakeholders about $50,000 annually; progress and planning. Seventy-eight percent completed After organizing and promoting, design college; and is the next step in the process. This is an important step that will have a major impact Seventy-three percent rate on the effectiveness of the system. The first themselves as an intermediate skill- step in the design process is to determine the level cyclist who rides 10 to 49 miles type and geography of the trail. Identifying per month. major centers, nodes, existing attractions, Lifestyle preferences relate to the activities and business districts will aid in the (and associated economic impact) that trail- development of the trail system. Important tourists make when they visit a community. items to consider when deciding the path an urban & regional planning program report planning program an urban & regional

40 Promotion of Tourism, Events and Trails in Northeast Michigan This understanding of demographics can implementation strategies provide first allow planners to tailor trail design and steps for communities that are willing to attract visitors into business districts. This invest in economic growth. Although this process will ensure that trails provide an process can be long and difficult, this type economic development benefit to the towns of community improvement is sure to have and investors that are serviced. long-term benefits for distressed areas. Online resources can provide a wealth of Conclusion information for areas that are interested in Trail systems, such as those found in taking first steps toward this development, Cheboygan County, can provide immense making a trail system an effective and economic development opportunities attractive form of economic development. for local communities. Understanding of marketing, improvements and

WORKS CITED

Cheboygan Chamber of Commerce. (2011). “Our Trails.” Available at: http:// http://www. cheboygan.com/visitors/recreation/our-trails/; accessed December 5, 2013.

Gaslight Media. (2013). “Top of Michigan Trails Council.” Available at: http://www. trailscouncil.org; accessed December 5, 2013.

Meyerson Consulting. “North Central State Trail Map.” Prepared for the Top of Michigan Trails Council. Available at: http://is0.gaslightmedia.com/topofmichigantrailscouncil/_ ORIGINAL_/fs67-1371072866-13132.pdf; accessed December 5, 2013.

Partnerships for Change. (2010). Trail Town Manual – Capturing Trail-Based Tourism Along the North Central State Trail. Prepared for Cheboygan County. Available at: http://www. cheboygancounty.net/__library/Trail_Town_Manual.pdf; accessed December 5, 2013.

Shawgo, R. (2013). “History Markers Going Digital.” The Journal Gazette, September 2, 2013. Available at: http://www.journalgazette.net/article/20130902/LOCAL/309029966; accessed on December 5, 2013.

Top of Michigan Trails Council. (2010). Facebook Page. Available at: https://www.facebook. com/TrailsCouncil; accessed on December 5, 2013.

Wright, T. (2013). “Interpretive Signs.” Envirosigns. Available at: http://envirosigns.com/ interpretive-signs; accessed on December 5, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 41 MARKETING TRAIL TOWN IN town, which is called “Shu he” old town. The MACKINAW CITY town is located in the western part of China, By: Jiexun Lei and famous for its river system, as well as the pathway within the town. Also, it is one ackinaw City is filled with a large of the best places for developing tourism. number of local trails, such as A large number of tourists from all over the historic pathways, the cross-town M world come to the town no matter what loop and the lighthouse trail. Also, it has a the season. The town comprises a long river lot of trails that are connected to other states system, many pathways, unique wood and and the Upper Peninsula of Michigan. These brick architecture, as well as an attractive trails make a great contribution to people’s natural environment. Other than these, the lives, especially the trails users. town is filled with special retail services What Is a Trail Town? featuring traditional local styles. The local Recently, Mackinaw City created a Trail government and planners spent a lot of time Town program that can be beneficial to the on marketing the town, and successfully local economy and tourism. The trail town is attracted a large number of visitors. Their defined as “. . . a destination along a long- marketing strategies stressed here: distance trail.” It is not merely a safe and I. Identify the Target Audiences attractive place for relaxing, walking, biking, This step will be essential to successful hiking or riding, but also an interesting marketing because it depends on the age, and comfortable place for activities and income level, interests etc. Also, it depends interaction. Therefore, the town will be on people’s needs. Marketing should be creating a lot of recreational facilities, retail focused on those people who are potentially shops, food services and hotels, as well interested in the town, as well as those as benches along the trails, and nearby people who are willing to spend their money communities will be involved in the Trail and leisure time there. Town program. Consider current users, the backpackers from How can the Trail Town attract local residents domestic and overseas, who are interested in and tourists? It is not enough to only establish the natural environment and walking, local a town, the local leaders and planners should groups who would like activities and the be aware of how to utilize the town to enhance business groups who are potentially invested its value as well as local tourism. In order to in the town are more likely to spend their attract more visitors and benefits for the local time and money for the town. residents, spending more time on long-term marketing will be necessary. II. Collect Local Resources and Information Marketing a Chinese Old Town Introduce the local history, culture, unique

an urban & regional planning program report planning program an urban & regional Here is an instance of a famous Chinese

42 Promotion of Tourism, Events and Trails in Northeast Michigan architecture, special local customs, costumes, videos. People can find them on the food, dancing, folktales, as well as a large Internet and television. number of photo shots. Theses all can be Social Media: Invite social media publicized and shown to their target markets to the town, show them everything, in order to create awareness. and provide special events for them III. Creating Special Routes, to participate in. Social media Signs, Activities and Mixed Uses to sources will write their experiences be Able to Attract Visitors for broader audiences. For example, creating more handcraft Route Maps and Messages: shops along the pathway, such as special Make routes, as well as maps, traditional long dress and silver jewelry and present them online or send shops, which cannot be found in other messages to visitors via phones. places. Behind the old town, there is a famous snow mountain called “ yu long.” Advertising: Advertisements appear Considering this special tourist resource, on the buses and taxis, as well as the the local leader and planners build a biking community, and many guideboards are trail that can be connected to the old town made for people’s convenience. and the mountain. Along the trail, there are a lot of signs to show the way. Making special Travel Agency: Cooperate with activities to provide interaction between travel agencies to help local leaders town visitors and residents are popular and planners publicize the town. because a lot of tourists are curious about Meanwhile, two famous film directors local groups, particularly for foreigners who made short films about the old town like to know more about local costumes, folk in terms of its awareness and thus it customs and living styles. became well-known in China.

IV. Social Media and Advertising Marketing the Trail This step is the most important part of the Town in Mackinaw City marketing strategy. How to get people to Similarly, Mackinaw City should find their know the town, and how to attract business own special styles based on the experience of groups to invest in the town? The local the Chinese old town. Some ideas are listed leader and planners promoted the town with as follows: advertisements shown all over China. 1. Main Target Market and Videos: All the local history, Awareness: They should firstly culture, folk-customs and special understand that bicyclists will be activities, as well as traditional food, their main target market, and work have been advertised through brief together with stakeholders to create school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 43 greater awareness of the Trail Town. historic stories of the trail, cultural Give the trails catchy or historic heritage sites and unique design names, and clearly mark the trailhead that could include paths, windows, with guideboards,and maps with signage and sidewalks to motivate routes to the destinations or provide people to visit. historic stories to attract trail users. The Chinese old town is famous 2. Vision: Use technique analysis, for its special customs due to good such as mapping or models, to marketing. A lot of people come to provide a town vision that can be the town just for the special customs, publicized through social media. and are interested in local activities. They should also be able to post Thus, the Mackinaw trail town can these on the Internet. The vision present or create special events to should include trail and bicycle attract visitors, such as performances routes, friendly pedestrians, signs, based on local community volunteers access to public spaces, public or a small museum for presenting amenities, cultural heritage, town local culture and history. environment, recreational services, 4. Design Way-Finding Signs unique characteristics and events, on the trails: The marketing restaurants, as well as hotels. committee should provide way- For example, for cyclists, they might finding signs on trails that can be like to find the routes that can be easily found. For example, way- provided through websites or phone finding signs will be beneficial to apps before visiting a trail. They those visitors who are not familiar might also like to search for nearby with the routes. In particular, a large restaurants, hotels or retail services way-finding sign in a downtown can and, thus, figure out whether this easily lead people to the trails or the is a worthy place to stop. Besides, Trail Town. some cyclists prefer to visit the 5. Brochures: Offer printed scenery along the trails or within brochures with the various the town, a good vision for the town attractions and route maps listed, as environment will make them want to well as the local services available. spend their time and money there. 6. The Location of Food 3. Create and Show Something Services, Benches and Bars: Special to Customers: Visitors These should be clearly provided would be curious about special on the website and maps to cater things, even those people who are

an urban & regional planning program report planning program an urban & regional for visitor’s needs. No matter not cyclists on the trail, such as the

44 Promotion of Tourism, Events and Trails in Northeast Michigan where people go, the location Newspapers, Magazines of eating, drinking and relaxing and Articles: Provide the will be important. Some visitors announcements in state, regional might prefer relaxing in the town. and local newspapers, including These visitors want places that images, biking routes, as well as offer a range of services that are local events. Invite reporters to conveniently located. the town to write about their experiences or even feature The planners and marketing stories. Publish articles and committee should work together to photos in cycling-oriented or offer a convenient environment for travel magazines, emphasizing food services, bars, hotels or relaxing. local attractions. They should keep in mind the food visitors will like, or what kind of bar Books: Contact and invite atmosphere they might prefer. Also, famous travelers or authors to these locations should be marked on write stories about their biking maps or on the website, as well as adventures and experience in on phone apps to ensure people will their books. easily find them. Travel Guides: Establish travel 7. Advertising: This is essential guides with detailed information, to promote the trail use and local attractions, suggestions, routes, tourism. Some strategies are local weather and services. The stressed here: guides could be downloaded from their website and printed on Social Media: The marketing paper guides should be provided initiative will need to collaborate in front of the gateway. with the local media, and invite them to the town, and to come Website: Create an official to special events. website, a Facebook account, blogs and YouTube channels, Education: In order to attract and post with regular news. This more people to participate form of promotion needs staff in cycling, use educational to answer people’s questions opportunities to promote its online, and provide suggestions benefits and responsibilities. to them. This information can be posted on YouTube or their websites, Newsletters: Design attractive using videos or stories to make newsletters that can be sent by

the website more interesting. e-mail and mail to the public. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 45 Travel Information: Post businesses to fund advertising. travel discounts on the website The marketing committee for the people who are from should provide more business other states or countries, such as opportunities within the town, coupons and discounts for hotels some services including retail and restaurants. Also, they should services, outdoor restaurants, provide information on various small special and brand shops, websites like state, transportation motels, free internet can be listed and cycling websites. on their internet or town guides for customers. Phone Apps: Design and create phone apps of their Some elite groups will find the town, so people can easily find business opportunities through everything using their cell phone. their internet or advertisement and hence invest in the town. Travel Agency: Cooperating Also, enhance retail services that with travel agencies will be a can be helpful to local businesses. good way to enhance tourism. A lot of Asian visitors like to 8. Citizen Participation: Local use travel agencies because communities should be involved in they take care of everything. the marketing, collecting ideas from The local community will need different age groups and volunteers. to work together with local or Create space for them to communicate big agencies to establish special with local leaders and planners tours for customers. The travel because some of them will have agency will provide translation special insights for the marketing. services for foreign tourists, In conclusion, the successful marketing of create adventure tours and trail towns will play a significant role in the provide rental bicycle services. tourism of Mackinaw City. It will help bring Funding and Business trail users and tourists, and provide business Investments: Seek support groups with investment opportunities. Besides from public agencies, local promoting tourism it will contribute to the organization officials and related development of the entire local economy. an urban & regional planning program report planning program an urban & regional

46 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

Docin.com. (2013). “Lijiang Ancient Town Full Marketing.” Available at: http://www.docin. com/p-24755433.html.

Minnesota Department of Transportation. (2011). “Mississippi River Trail Bikeway.” Available at: http://www.dot.state.mn.us/bike/pdfs/MRT%20Marketing%20 Toolbox%20-%20June%202011.pdf.

Land Information Access Association. (2013). Trail Town Master Plan: Capturing Trail Based Tourism, Mackinaw City. Available at: http://www.nemcog.org/downloads/trail_town_ plan_mackinaw_city.pdf. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 47 an urban & regional planning program report planning program an urban & regional

48 Promotion of Tourism, Events and Trails in Northeast Michigan Part 2: Tourism Marketing and Promotion

USING SOCIAL MEDIA TO PROMOTE to find information about. A survey taken TOURISM THROUGH BRANDING in May 2013 by Pew Internet, a project of By: Lindsay Westin the Pew Research Center, showed that 85% of adults in the United States use raveling “Up North” is something the Internet. Of those adults who use the many Michiganders are fortunate Internet, 91% of them use search engines to Tenough to do in their lifetime. Outside locate information and 59% of those adults of Michigan, visitors from areas like the City do this on a daily basis (Pew Research of Chicago, IL, or the state of Ohio refer to Center, 2013). In 2005, the Travel Industry the entire state of Michigan as “Up North.” Association of America determined that The Pure Michigan campaign helped bring roughly two-thirds of people who use in 2.3 million trips to Michigan in 2012 with the internet use search engines for travel visitors coming from Illinois, Indiana, Ohio, planning (Ziang and Gretzel, 2010). In Wisconsin, Missouri and beyond the national a nation where the majority turns to the border with visitors coming from Ontario, Internet for information, it has become the Canada (Anders, 2013). Whether in-state most used tool for providing information residents or out-of-state visitors are embarking to those who seek it. It would be a smart on a summer escape to sandy beaches decision for cities trying to attract those to complete with sunrises or sunsets, taking off the beauty, attractions, and activities in the for a winter getaway to shred through fresh area to have a strong online presence. It is powder or adventuring to find the best fall more crucial than ever to have that online colors, a Michigan “Up North” getaway is presence, whether it is through social media, something that is known and loved by many. web pages, blogs or YouTube videos. Michigan is home to more than 3,000 miles of Great Lakes shoreline, 19 million acres of The County of Cheboygan, located in forestland, more than 11,000 inland lakes, and the most Northeast portion of the Lower more than 36,000 miles of streams. Michigan Peninsula of Michigan, has an economy that visitors and residents are never more than six heavily depends on tourism through the miles from an inland lake or stream, and 40 retail- and service-industry markets. Within counties come in contact with at least one of its 720 square miles Cheboygan County the Great Lakes (MDOT, 3013). is crossed by I–75 and US–23 (Northern Lakes Economic Alliance, 2013). It offers a Due to the vast amount of natural beauty wide variety of outdoor activities due to the encompassing the entire state, it is difficult several state parks and large inland lakes to decide where to go, what to do, and and rivers. The county is trying to grow where to stay, among other things. Making a the tourism in the area. As stated in the decision regarding the options that visitors Cheboygan County Economic Development and travelers have can easily be determined Corporation (EDC) Strategic Plan, the

by what is popular, well known and easy school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 49 number one goal is to “become a distinctive information on visiting there, working there, tourism destination.” The first objective and joining the commerce. On this website, of that goal is to “coordinate county-wide/ there is also a link to their only social regional tourism strategies, which include media site listed, which is Facebook. The branding and promoting a sense of place Facebook page has 616 likes as of December within the county. Branding is used to reflect 4, 2013. Without going through every like the identities of a specific place and it’s on Facebook or follower on Twitter and people. When a brand is sought out correctly given the daily, sometimes hourly, changes by keeping the community’s values, assets, that can occur on social media sites, there is and priorities in mind, it can be a successful not a way to determine how many of those tool used to drive economic, political and likes or followers are currently Cheboygan social goals of a community (North Star, County residents. However, these numbers 2013a). Once that branding is in place, it compared to the Cheboygan County adult is crucial to promote it well in order to see population and national internet usage success. County residents have to support among adults is miniscule. their own branding in order for others to Southwest of Cheboygan County is believe in it and want to travel there. This Charlevoix County. In 2012, its population is when the Internet and social media come was estimated to be 26,023, with 20,610 of into the growth of this promoting. those residents legal adults (U.S. Census In 2012, Cheboygan County had a population Bureau, 2013). Compared to Cheboygan, of 25,835, with 20,823 of those residents these numbers are fairly similar. It is are legal adults (U.S. Census Bureau, 2013). expected that because of the similar After a search for “Cheboygan” in the sizes, they would have around the same Twitter search bar for people, which is what social media support. After searching for organizations are also referred to as, roughly “Charlevoix” in the Twitter search bar 30 results are shown. Not all directly relate under people, “Charlevoix Chamber @ to the county or city, and some appear to be VisitCharlevoix” is one of the multiple residents or past residents. The Cheboygan results displayed. As of December 4, 2013, Area Chamber of Commerce Twitter profile the account has 173 followers, is following is one of the results and shows up under 101 other accounts and has tweeted a mere “Cheboygan Events @chebChamber.” As 11 times. The last tweet was on May 31, 2013. of December 4, 2013, the account has 44 These numbers are not impressive, even followers, is following three other accounts when compared to Cheboygan. However, and has a total of one tweet. Charlevoix has something that Cheboygan does not have, a specific Twitter account In the profile summary, it has theCheboygan. for the Charlevoix Convention and Visitors com website listed. This takes visitors to a Bureau. This account, which can be found

an urban & regional planning program report planning program an urban & regional page that has a welcome letter, as well as

50 Promotion of Tourism, Events and Trails in Northeast Michigan under the same people search as before, is This means that any company, person, city displayed as “Charlevoix @CharlevoixCVB.” or corporation has the opportunity for free As of December 4, 2013 this account has 779 advertisement to 230-plus million people by followers, is following 481 accounts and has simply signing up and managing accounts on tweeted 824 times. The account last tweeted one or both sites. In regards to opportunity the morning of December 4 at 11:07am. costs, managing the accounts does take time and that typically means money. @CharlevoixCVB and @VisitCharlevoix Cheboygan would be giving up time and are both followed by the “Pure Michigan” @ money to hopefully gain something greater in PureMichigan Twitter profile. This account return. The amount of time and money that has close to 80,000 followers, is following is expected to put into social media before almost 3,500 accounts and has tweeted more seeing the benefits is an important aspect to than 13,000 times. Pure Michigan also has an consider. Since the start of Pure Michigan’s impressive Facebook presence, with more campaign strategy began in 2006, the than 580,000 likes on its page. Cheboygan cumulative return on investment (ROI) is up and Charlevoix have a minimal social media to $4.10, which is an increase from 2011’s ROI presence on Facebook and Twitter when of $3.70 (Zimmerman, 2013). The benefits compared to Pure Michigan. However, from advertising will not just happen that should be expected because of the fact overnight. The time spent on this needs to be that the Pure Michigan campaign spent consistent, as in daily management of social $25 million on their advertisement in 2012 . media sites. Notably so, that $25 million was not spent solely on the person, or people, who handle The four Twitter accounts listed above Twitter, Facebook and every other social showed one distinct pattern, the more tweets media site that Pure Michigan has an account that had been tweeted by an account goes with. Impressively the State of Michigan hand in hand with the amount of followers received a return of $5.76 for each dollar spent each account has. Daily updates on Facebook on the Pure Michigan campaign in 2012. and Twitter interactions are what get Cheboygan may not have the means that the others on those social networks to notice an Pure Michigan campaign has to spend on account. Updating a Facebook status with advertising but it should have similar means a question can lead to replies. Every time compared to Charlevoix to take advantage of a reply to that question is made, it gains the opportunities that social media can offer more popularity on that social media site. in terms of free advertising. Posting a picture to Facebook can give people something aesthetically pleasing to look at, Facebook has 1.19 billion monthly active which can make them want to know more. users as of September 30, 2013. Twitter has By searching “Cheboygan” in the general 230-plus million monthly active users. Both search field of twitter, countless tweets that

of these social media sites are free to use. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 51 contain the word “Cheboygan” in some way GLCVB, helped attract 276,000 of those are shown. By replying to those tweets and visitors to events, such as the USA Hockey engaging in conversation about the county, National Tournament (AEG, 2013). All of Cheboygan now has the opportunity of these visitors helped the economy directly building relationships with those people who and indirectly. The visitors spend money in have the same county in common. retail, dining and at other local businesses that directly support 4,600 local jobs Something that can make it easier to identify (AEG, 2013). Indirectly, the people who are a common ground is having a recognizable employed by those jobs turn around and put brand. One that is known by residents their money back into the local economy. and visitors can be effective. North Star Destination Strategies is a company that Cheboygan County needs to brand itself focuses on branding. They have partnered and take advantage of advertisement with places, such as the City of Dublin in opportunities. First, it needs to identify the Ohio, Kosciusko County in Indiana and the biggest challenges moving forward. Then it Greater Lansing Michigan area, to create a needs to figure out what makes the area and unique brand for each of those places with its resources unique, and what the county an emphasis on destination marketing and possesses and can offer to residents and tourism branding (North Star, 2013b). visitors. This will take critical insight to establish what will make Cheboygan stand Through the work done with the Greater out from every other county in Michigan. Lansing Convention & Visitors Bureau From there the target audience can be (GLCVB), North Star realized what makes determined. This is crucial when moving Lansing unique, “Lansing is actually the into the design process. For example, it literal and figurative heart of Michigan” wouldn’t be in a brand’s best interest to (North Star, 2013b). By finding out what try and attract an 85-year-old the same makes Lansing stand out in Michigan, way as it would a 21-year-old. After the North Star was able to move forward with target audience is established the branding the concept and into further development. process can begin. Branding successfully Their strategy focused on a target audience, means representing the county positively a frame of reference, a point of difference, and accurately. This will require extensive and the benefits that would come from public input in order to be favorable within branding. A little more than 10 years after the the community. Social media can act as a go branding, the Greater Lansing area attracted to discussion forum, providing a platform for 4.7 million in 2012. These visitors spent input and comments, negative and positive, more than $472 million at local businesses, from County residents. This would also compared to $372 million pre-branding in be an opportunity for the county to share 2000 (GLCVB, 2000). The Greater Lansing what their thoughts are and what they

an urban & regional planning program report planning program an urban & regional Sports Authority, which is part of the

52 Promotion of Tourism, Events and Trails in Northeast Michigan think represents the residents and their opportunity to engage in social media to surroundings. By engaging the public early, market the brand. It is imperative to remain they will have more of a say in the process. consistent across the board. Consistency in This can help make them feel like it’s their the brand and in social media presence will own brand. Once the county has accepted help in the success in moving towards being the brand, promoting it to visitors and a “distinctive tourism destination.” travelers is important. This is also another

WORKS CITED

Anders, M. (2013). “Pure Michigan Attracted More Out-of-State Visitors, Spending in 2012.” MLive.com, April 15, 2013. Available at: http://www.mlive.com/business/index. ssf/2013/04/pure_michigan_attracted_more_o.html; accessed on December 3, 2013.

Anderson Economic Group (AEG). (2013). Tourism-Related Benefits in Greater Lansing’s Economy. Prepared for the Greater Lansing Convention and Visitors Bureau. Available at: http:// www.andersoneconomicgroup.com/Portals/0/upload/GLCVB_2012EconImpact_042213. pdf; accessed December 5, 2013.

Greater Lansing Convention and Visitor’s Bureau (GLCVB). (2000). “Summary of Greater Lansing Region Tourism Impacts, 2000; and Economic Impacts of Tourism on Greater Lansing Region, 2011.” Available at: http://35.8.125.11/mgm2_new/econ/miteim/satellite/ GLCVB3.pdf; accessed December 5, 2013.

Michigan Department of Transportation (MDOT). (2013). “Michigan’s State Facts.” Available at: http://www.michigan.gov/mdot/0,4616,7-151-9622_11033_11151-67959--,00.html; accessed on December 5, 2013.

Northern Lakes Economic Alliance. (2013). “Cheboygan County Information & Demographics.” Available at: http://www.northernlakes.net/cheboygan-county-47/; accessed on December 5, 2013.

North Star Destination Strategies. (2013a). “Branding Moves Communities from Good to Great.” Available at: http://www.northstarideas.com/services.htm; accessed on December 5, 2013.

North Star Destination Strategies. (2013b). “Destination Marketing & Tourism Branding Case Studies.” Available at: http://www.northstarideas.com/tourism-case-studies.htm; accessed on December 5, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 53 WORKS CITED (CONT.)

North Star Destination Strategies. (2013c). “Lansing, Michigan, Tourism Branding Study. Available at: http://www.northstarideas.com/tourism/t-lansing.htm; accessed on December 5, 2013.

Pew Research Center. (2013). “Who’s Online: Internet User Demographics.” Pew Research Center’s Internet & American Life Project.” Available at: http://pewinternet.org/Trend- Data-(Adults)/Whos-Online.aspx; accessed on December 5, 2013.

U.S. Census Bureau. (2013). “Charlevoix County, Michigan – QuickFacts.” Available at: http://quickfacts.census.gov/qfd/states/26/26029.html; accessed on December 5, 2013.

Ziang, Z., and U. Gretzel. (2010). “Role of Social Media in Online Travel Information Search.” Tourism Management 31(2): 179–188. Available at: http://www.sciencedirect.com/science/ article/pii/S0261517709000387 ; accessed on December 5, 2013.

Zimmerman, G. (2013). “2013 Pure Michigan Governor’s Conference on Tourism.” Presented at the 2013 Pure Michigan Governor’s Conference on Tourism. Available at: http://www. slideshare.net/MIadvantage/2013-pure-michigan-governors-conference-on-tourism; accessed on December 5, 2013. an urban & regional planning program report planning program an urban & regional

54 Promotion of Tourism, Events and Trails in Northeast Michigan NORTHEAST MICHIGAN: THE airlines, but hotel chains, rental car agencies, NEED FOR A COMPREHENSIVE amongst several other industries, to invest TRAVEL WEBSITE in similar websites that effective because of By: Eric Wedesky their ease-of-use and also due to the fact that they remove human interaction, effectively he sun has risen on the Internet age; eliminating the aforementioned scenarios. planning trips and vacations via Ttravel agencies or by sifting through In a similar vein, governments, specifically a collection of brochures accrued from family the State of Michigan, have sought to bolster and friends are quickly becoming yesterday’s tourism numbers through clever advertising methods—if they have not already fallen by campaigns and by rebranding themselves the wayside. That very notion, the movement in a way that portrays the natural splendor away from an analogue means by which and unique attractions offered within their one can plan a trip should not be seen as domains.’ So that these campaigns do more the precursor to the extinction of the travel than provide entertainment and spark a agency industry, but rather an opportunity remembrance of a fast time had years ago, the for the growth of a more efficient and State of Michigan, in this case, has created comprehensive way for eager travelers to an supplemental website (www.michigan. engage the possibilities that await them in org) where one can wade through a sea of their desired destination. information about places to stay and things to in Michigan. Furthermore, on the website Governments and businesses alike have one can plan a trip, ponder driving suggested taken to harnessing the potential that the road trips, view places to stay, places to eat internet creates for some time now. Every and things that are going on statewide. major airline now provides their stock of flights online. One simply selects dates The “Pure Michigan” advertising campaign for departure and return, they are then has proven to be successful in attracting presented with available flights, times and people to the Great Lakes State. John rates, they chose the options that are the Flescher of the Associated Press reported most suitable and just like that, they have from the Pure Michigan Governors booked their trip. No longer do willing Conference on Tourism that, “Tourism customers need to wait on hold, while spending in Michigan rose in 2011 for the attempting to speak with a representative, second consecutive year, a trend likely to or deal with a representative who is perhaps continue” (Flesher, 2012). He proceeded having a rough day—both of which could to discuss how an Assistant Professor of deter potential buyers of the company’s Tourism from Michigan State, Dan McCole, product due to simple human nature. The asserted that from 2010–2011 spending on simplicity of comparison and selection tourism rose by 8% thanks in part to, “A

within these websites has caused not only steady increase in visits from out-of-state school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 55 residents drawn by the ‘Pure Michigan’ ad very little about what is available where they campaign.” Fischer then wrote, “McCole are traveling are going to be blind about the projected tourists will spend 6% more in existence of restaurants and attractions that 2012.” It is evident that the State of Michigan are not online. has a growing tourism industry that should Similarly, there are problems that arise when continue to flourish once the campaign attempting to plan a trip using government reaches more people, including markets initiated websites like www.michigan.org/ in Asia and Europe, and they have the trip-planner/. As mentioned previously, here opportunity to experience the unique and one can see events, attractions, places to eat pristine attractions Michigan has to offer. and stay, and even possible routes by which The aforementioned travel websites offer one can navigate a particular area. However, several pros, but also several cons. In once one gets past the selection of the places regards to the type of website employed by they would like to eat, stay and visit, it does airlines and hotels, they work because the not allow for the booking of, say, a hotel room information is constantly updated and the or to make reservations at a restaurant or to sites are easy enough to navigate. Options purchase tickets for an event one would want on those sites are usually plentiful, without to attend. Also, this website is not specific to regard given to prices, and one can usually any particular region, rather it operates for find what they are seeking. Nowadays a broad, statewide scope. By setting up the airlines have teamed with hotels and car website in such a large fashion, it is easy to rental agencies to even allow one to choose overlook particular regions and more difficult where they would like to stay and how they to envision, and then reap the intimate would like to get around where they are experience one could get by spending more traveling too, on top of selecting a flight. time in a smaller range. For instance, Bavaria is a region in Germany, which has its own However, a problem still persists: What website (www.bavaria.travel) where one is one to do when they are on their trip? can find information much like that found The airline website does not present the on Michigan’s travel website, just on a much purchaser with a multitude of options to reduced scale being that it is slightly more fill their daily itineraries. Although one may than a third of the size of Michigan. Yet on have found means to reach their desired Bavaria’s website, like Michigan’s, there is no destinations, there are still hours that way plan day-by-day, nor does it allow one to need to be invested into finding things to book directly on the site. do and places to eat. Even then, there are many places that are up to speed in terms Some destinations will likely never have of providing their information online, but an issue attracting visitors and patrons. some that do not. These places could be Paris has endless attractions, Detroit has

an urban & regional planning program report planning program an urban & regional easily overlooked because one who knows professional sports and the attractions of

56 Promotion of Tourism, Events and Trails in Northeast Michigan the surrounding suburbs, and Traverse Lake, Higgins Lake, Mullet Lake, Burt Lake, City has Lake Michigan and the Cherry Grayling, Gaylord, and West Branch for Festival to entice people to vacation there. shopping. The coast is doted by lighthouses The top 10 places people visit in Michigan, and campgrounds are plentiful throughout in descending order are: Frankenmuth/ Northeast Michigan. It is one thing to Bavarian Village, Holland State Park, have these attractions but another thing Sleeping Bear National Lakeshore, The altogether to get people to plan a vacation Henry Ford Museum, Grand Haven State revolving around Northeast Michigan. Park, Island Lake Recreation Area, Warren Most might not find it entertaining enough Dunes State Park, the Woodward Dream to spend a week in Alpena, but if one were Cruise, Mackinac Island and Muskegon to have the ability to plan a trip revolving State Park (Alexnder, 2013). The one thing around all the attractions in the region they that stands out from that list is that not one were intrigued by, it could help them realize of the mentioned destinations is located in that traveling to Northeast Michigan would Northeast Michigan. So now the question be worthwhile. Currently, however, there is is posed: How does a state that is financing no convenient way to plan such a trip. Using a major advertising campaign get people Michigan’s website does not exactly move to visit a region that is bereft of any of the one to travel to Northeast Michigan. One state’s most popular pulls? could easily get lost in the exciting features of Before that question is answered, the Grand Rapids or Metro Detroit. As a solution area in question should be defined. The to this, the counties of Northeast Michigan area that encompassed by the phrase must pool their resources to create a regional “Northeast Michigan” is the region of travel website that incorporates features from Michigan north of Saginaw Bay and east the previously discussed websites, along with of I–75. More specifically, it includes the a more comprehensive structure in order to counties of Cheboygan, Presque Isle, Otsego, present what they have to offer in a unique Montmorency, Alpena, Crawford, Oscoda, manner that engages people and creates Alcona, Roscommon, Ogemaw, Iosco and excitement for the possibility of traveling Arenac. Although this is one of the least to the region. In a time when one’s primary populated areas in Michigan, the Northeast resource for information is the internet, it part of the Lower Peninsula has much to would behoove this region, which seeks to offer. Along the coast of Lake Huron there attract more vacationers, to develop and are a bevy of state parks, a national forest, promote a website ran by a unified coalition a state forest and several coastal towns, of invested parties where one can gather including Tawas, Oscoda, Alpena, Rodger’s information, plan, and book everything they City and Cheboygan. Inland there are more would like to do on one website in a manner natural attractions, including Houghton that is convenient and comprehensive. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 57 First, and most importantly, the group of Once they have determined dates they are people who take to developing such a website interested in visiting, the next step should would have to gather a very extensive amount be to determine how they are going to get of information for all towns, parks, places, to the region. If they are flying they should restaurants, hotels, motels, campgrounds, be provided with all the air travel options etc., about all the goings-on and menus, room and rental car services relative to where they rates, events, festivities, promotions and fly into. The estimated travel times must create a database where all the information be season-appropriate and considerate of is compiled and continuously updated. On construction and other possible hindrances, top of this, the group would need to create while traveling. This feature would be a collection of photographs that are both significant so that people can realistically high quality and depict something attractive. plan out their days and have a relatively Outdated pictures simply won’t do. If people accurate idea of time they might spend on the running events or attractions could create road traveling around the region from place to videos that would be even more beneficial. place. Driving directions should be provided, Simply put, when people visit this site the along with things to look out for, and also to last thing that should happen would be them look for along whichever path is chosen so getting turned away by a lack of things to do that attractions that do not require a whole or lackluster displays. day can be visited and experienced.

Once this information has been compiled Once the preliminary selections of time in the development of the actual site could the region and mode(s) of transportation begin. Right away, when people pull up has been made, the distinguishing feature the homepage of the site they should be of this website will come into play. Here confronted by a prominent tab or button one will be able to go day-by-day and select that says something along the lines of, “Begin everything from what they want to do, to planning your trip to the ‘Sunrise Side’ right where they would like to eat, to where they now!” This really should be the only option plan on staying. The detail in this part of on the first page. If there are more options the website should be so much so that there they might get distracted from thinking will not be any surprises or disappointing about planning a trip to Northeast Michigan. experiences. One should be able to read Once past the first page of the site, one and write reviews, read through menus and would be asked to enter the dates they are see rankings of the most liked and disliked interested in traveling to the region. Here attractions in a given place. they could enter several ranges of dates in Although this might initially shine an order to view different rates and compare unfavorable light on some business in the attractions and events from varying times of region, eventually it should promote growth, the year.

an urban & regional planning program report planning program an urban & regional competition and inspire business owners

58 Promotion of Tourism, Events and Trails in Northeast Michigan to provide better products and services in necessary information should be made both order to receive more attractive reviews. electronically and printable, if so desired. Conversely, it will be known that businesses Being able to download the information into are top-notch and worthy of one’s money one’s phone will be paramount, as well as and patronage. The website should have the sharing their trip ideas on Facebook, Twitter facility to be able to inform one of nearby and other social media outlets. attractions that are popular and provide This idea of a comprehensive website that suggestions to help fill their day. Of course is specific to a region would be successful though, there should be the option to simply because those who plan the trip would have have nothing planned so that one can get a sense of reassurance due to the honestly some rest and relaxation. Furthermore, there and scope of the information provided. It should be a time tracker so that one can would empower one to have creative control examine recommended amounts of time to over planning their trip by navigating a expend doing something and adjust it to fit website designed to aid the planner and help their schedule or feelings on how long they them tailor a vacation specific to what they should spend doing something. desire to do. The region would see a growth Once this has been completed the website in tourism because when people search should guide one to a page that presents all “Northeast Michigan” they won’t be guided the things they have selected where they will to pages of advertisements and corporate have the ability to review their selections, suggestions, but rather a site where all the see projected costs and, hopefully, book information is at the forefront and options rooms and transportation and finalize their are widespread. Providing an innovation itineraries. The finalized plans should be in the way one travels will also help foster available for print out with receipts and all awareness of the region.

WORKS CITED

Alexander, J. (2013). “The Pure Michigan Effect: 3.2 Million Out-of-State Visitors, $1 Billion Economic Impact.” MLive.com and Bridge Magazine, February 19, 2013. Available at: http:// www.mlive.com/business/index.ssf/2013/02/1_billion_economic_impact_that.html; accessed December 4, 2013.

Flesher, J. (2012). “Analyst: Michigan Tourism Spending Up Eight Percent.” Bloomberg Businessweek and The Associated Press, March 27, 2012. Available at: http://www. businessweek.com/ap/2012-03/D9TOV1A81.htm; accessed December 2, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 59 CAN AN INCREASED ONLINE not franchised chains. The customer is also PRESENCE IN YELP PROMOTE only affected by rating and the rating done by THE RESTAURANT INDUSTRY IN an “elite” Yelp reviewer, they are not swayed NORTHEAST MICHIGAN? by the total number of reviews done. By: Patrick Falconer Yelp is an free online review site founded in ince the introduction of the smart 2004 that reviews categories, such as art and phones in the early part of the 21st entertainment, food, health and medical, hotel Scentury, Americans have used them and travel, nightlife and restaurants, to name to locate and find information on just about a few. It is the leading online review website every topic. In order for businesses to keep on the Internet. Registered reviewers can rate up with the changing behaviors they must a business with one to five stars and leave stay connected with their customers through comments about their experiences there. an online presence. An online presence can These reviews are available for the entire be anywhere from a webpage to account public to see. When a customer searches for a on Yelp, and can cost hundreds of dollars business the results are organized by the most a month to nothing. Creating this online reviews. Businesses can create accounts for presence is the first step for a business to free and create their own page with detailed reach new customers and more profits. information regarding their business, such as photos, hours of operation and a basic A report published in The Economist in summary of what they do. In the third quarter September of 2013 looked at the benefits of 2013, Yelp had 117 million unique visits of having high ratings on the online review to their site, and reviewers have written 47 website Yelp. They studied 300 restaurants million reviews since its conception in 2004 in San Francisco, CA, and found that if they (www.yelp.com/about). Yelp released their received an increase in 0.5 stars on a one-to- first iPhone app August of 2013, it provides five-star rating system they increased the fast easy information about businesses that sell-out of the restaurant at peak hours by are nearby. The app displays reviews, ratings, 13% to 34%. According to Professor Michael and map of location (Duffy, 2013). Anderson and Professor Jeremy Magurder, the change in sales is attributed not to the Although Yelp covers many different change in quality of food and service but categories of businesses I have chosen to rather from the increase in their review score focus my research on restaurants in the (Doward, 2012). In addition, an Assistant eight counties of the Northeast Michigan Professor Michael Luca (2011) at Harvard’s Region: Cheboygan, Presque Isle, Otsego, Business School released a paper showing Montmorency, Alpena, Crawford, Oscoda how an increase of one star for a restaurant and Alcona. I collected data from all 254 can increase total revenues by 5% to 9%. restaurants in these counties that had an

an urban & regional planning program report planning program an urban & regional This affects only independent restaurants account on Yelp and compiled the number of

60 Promotion of Tourism, Events and Trails in Northeast Michigan reviews and stars each restaurant received. County. I am sure more restaurants exist in The average number of stars received by Cheboygan County than Traverse City but restaurants in the entire Northeast Michigan they just do not have a presence on Yelp. Region was 2.27 stars. The average number The region’s average rating per restaurant of reviews per restaurant was 2.56. In the was 2.27 and for each county is as follows; calculations many restaurants had no review Cheboygan was 2.18, Presque Isle was 2.57, so they were labeled with zero stars and zero Otsego was 2.25, Montmorency was 2.23, reviews, which could skew the data. Also, in Alpena was 2.07, Crawford was 2.34, Oscoda recent years some restaurants have begun to was 2.35 and Alcona was 2.19. I saw this create fake Yelp accounts to increase ratings. statistic as a troubling sign for the region, During my data collection I noticed many because when a customer is looking for a restaurants had only one review that gave possible place to eat and many restaurants them five stars, and until more reviews are are below 2.5 stars, the customer may just conducted for those restaurants I would be decide to drive another hour to another hesitant on the quality of rating. Those fake region with restaurants of higher ratings. accounts could also skew my data. The Anderson and Magruder article shows The total number of available restaurants the importance of a rating on the choices a on Yelp for the region was 254 and the customer makes. They chose the restaurant number of restaurants per county were based on ratings rather than quality of service as follows; Cheboygan had 41; Presque and food. That scenario falls in line with an Isle had 20, Otsego had 62, Montmorency issue facing the Northeast Michigan Region. had 21, Alpena had 59, Crawford had 21, That issue is retaining visitors longer so Oscoda had 13 and Alcona had 17. Otsego they have a chance spend more money in the had the most due to the fact that the City Northeast Michigan economy. In the “2010 of Gaylord had a very large presence on Michigan Visitors Profile,” published by D.K Yelp, with 55 restaurants. My finding that Shifflet & Associates Ltd, the research shows Cheboygan had only 41 restaurants was that on average when people visit Northeast surprising because it is one of the well- Michigan they stay for 1.33 days. This is known cities of the region and draws large below the 1.53 average of all of Michigan numbers of visitors to the region. A nearby (Garulski, 2011). The creation of a well city in northern Michigan is Traverse City. representative presence on Yelp will create The population of Cheboygan County the feeling for visitors of more activities to do was 26,152 people in 2010, while Traverse in the region, and thus more time and money City was 14,674 People in 2010 (U.S. spent in Northeast Michigan. Census, 2013a and 2013b). Yet the number The average number of reviewers per of restaurants on Yelp in Traverse City is restaurant for all counties was 2.56 and 5.4 times more than those in Cheboygan school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 61 the average for each county is as follows; taken to increase the quantity and quality of Cheboygan was 3.07, Presque Isle was 1.75, restaurants in Northeast Michigan on Yelp. Otsego was 3.96, Montmorency was 1.71, The issue of Internet connectivity in Alpena was 2.6, Crawford was 4.09, Oscoda Northeast Michigan has been a struggle. was 1.71 and Alcona was 1.6. The statistics Whether it be mobile or LAN connections, in all counties for this data shows the lack many areas of the region go under or of communication between the customer un-served by providers. The nonprofit and the restaurant. Very few reviews are organization Connect Michigan (www. being written for restaurants and this connectmi.org) is working to create a could be because of multiple reasons. First, Michigan where all of its citizens have the restaurant could not be informing its access to broadband. The U.S Department customers, whether they are new or old of Commerce and the State Broadband customers, that they have a Yelp account and Initiative (SBI) fund them. They provide appreciate their reviews. Another obstacle capacity building, technical assistance, and preventing the customer from writing a data collection and report their findings to review and rating the restaurant may be from the state for implementation of program the lack of connectivity in the Northeast priorities . Connect Michigan can help a Michigan Region. Internet and cellular phone community find funds or create programs providers have been hesitant to invest in this to create more seamless and well-covered region because of the slow rate of return on areas of connectivity. They will also work their investments. With lack of connectivity a with political and community leaders to help customer could forget to write a review when them become more “digitally literate” and they return to a place with connectivity. understand how connectivity can improve In order to increase the number of stars, their regions economy and quality of life for reviews and restaurants online, help needs to its citizens. come from various different sectors. The most Once a seamless broadband network is put important goal that needs to be achieved for in place in the Northeast Michigan Region restaurant’s presence on Yelp is to become the next step would be to increase and effective economic development tool is strengthen the restaurants on Yelp. First in to increase connectivity in the Northeast order to increase the number of restaurants Michigan Region. Without complete and on Yelp, the help of community leaders properly served connectivity coverage of and local economic development planners Northeast Michigan, all efforts made to would need to be requested. They would increase the size and strength of restaurants need to compile a list of restaurants open in on Yelp will result in failure. Connectivity their area of jurisdiction. These restaurants is was makes Yelp unique, effective, and would then need to be approached and efficient to consumers. Once complete

an urban & regional planning program report planning program an urban & regional asked if they would approve of the creation connectivity is achieved other steps can be

62 Promotion of Tourism, Events and Trails in Northeast Michigan of a Yelp account for their restaurant. past would normally be dealt with in person Sign up for it is easy and can take minutes at the restaurant, but now the customer to complete, and could be done with the would rather just go home and write a assistance of the newly “digitally literate” bad review about the restaurant because economic development planners. Once the it can create a more lasting effect. Helping account has been created the local economic owners understand that they can talk to development planner in charge would then reviewers who have had complaints online is create guidelines to help restaurants create important. This could possibly get that bad a pleasing and inviting Yelp account for rating changed by the reviewer and can help prospective customers. The criteria that a restaurant keep its rating and thus revenue would be included in this guideline would up. Also, keeping in contact with positive be the addition of location, photos, hours of reviewers will make them remember you and operation, menu, cuisine, and whether or not your restaurant and make them more willing they are Wi-Fi enabled. When collecting the to return. data for the current status of the Northeast In conclusion, after data collection and Michigan’s Yelp presence, I noticed many analysis I believe that creating a stronger Yelp accounts without photos or hours of presence in the restaurant category online can operation, both critical pieces of information create a more prosperous Northeast Michigan for a potential customer to know. economy. The only major obstacle to jump The final step to using Yelp to increase through would be the creation of a seamless the restaurant economy of Northeast broadband network. But, the benefits of a Michigan would be to teach the owners seamless broadband network not only help how to communicate with their reviewers. the restaurant industry but almost every Our world is no longer solely face-to-face other industry in Northeast Michigan, and far contact. We rely on technology to create out-weigh the costs. and share information. A complaint in the school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 63 WORKS CITED

Doward, J. (2012). “How Online Reviews are Crucial to a Restaurant’s Takings.” The Guardian, September 1, 2012. Available at: http://www.theguardian.com/lifeandstyle/2012/sep/02/ ratings-boost-restaurants.

Duffy, J. (2013). “Yelp (iphone).” PCMag Digital Group, August 21, 2013. Available at: http:// www.pcmag.com/article2/0,2817,2353342,00.asp.

Luca, M. (2011). “Reviews, Reputation, and Revenue: The Case of Yelp.com.” Working Paper, Harvard Business School. Available at: http://www.hbs.edu/faculty/Publication%20 Files/12-016.pdf.

U.S. Census Bureau. (2013a). “Michigan and Cheboygan County Quickfacts.” U.S. Department of Commerce, Washington, DC. Available at: http://quickfacts.census.gov; accessed on November 22, 2013.

U.S. Census Bureau. (2013b). “Michigan and Traverse City Quickfacts.” U.S. Department of Commerce, Washington, DC. Available at: http://quickfacts.census.gov; accessed on November 22, 2013.

Yelp.com. (2013). “Yelp for Developers Category List.” Available at: http://www.yelp.com/ developers/documentation/category_list. an urban & regional planning program report planning program an urban & regional

64 Promotion of Tourism, Events and Trails in Northeast Michigan SOCIAL MEDIA MARKETING billion at Michigan businesses and paid $138 TOURISM OF NORTHERN million in Michigan taxes, primarily sales MICHIGAN FOR CHINESE TOURISTS tax. (PR Newswire, 2010). By: Chan Wang Michigan’s economy, in 2012, is at a 10- ccording to a survey conducted year high; personal income increased by by USA Today in 2009, Michigan’s 3.5%, matching the national average; the Atourism industry typically received percentage of employment in Michigan about 70% of its tourists from within the matches and is even higher than the state, which had been hit hard by recession. percentage of employment in U.S. total (see In addition, the number of visitors from Table 10). out-of-state was also predicted to drop Social media plays a significant role in because several states were worse off in building the brand of Pure Michigan. 2009 than a year earlier. However, the Pure According to a report published by CNN Michigan brand has made a major impact (Gross, 2010), more Americans receive their on Michigan tourism. Since it launched, news, such as it is, via the Internet than the Pure Michigan campaign has attracted from newspapers or radio, as well of three- seven million new, out-of-state visitors to fourths who say they read about news from the Great Lakes State, visitors who spent $2

Table 10: Percentage of Employment of Michigan and U.S. Total – Calculated from Quarterly Census of Employment and Wages Data

U.S. Michigan – Industry Total Statewide Base Industry: Total, All Industries 100% 100% Natural Resources and Mining 1.8% 100% Construction 5.1% 3.8% Manufacturing 10.8% 15.9% Trade, Transportation and Utilities 22.8% 21.5% Information 2.4% 1.6% Financial Activities 6.8% 5.4% Professional and Business Services 16.2% 17.1% Education and Health Services 17.5% 18.2% Leisure and Hospitality 12.4% 11.5% Other Services 4.1% 3.8% Unclassified 0.2% 0.3% Percentage of Employment: Ratio of industry employment to base-industry employment times 100.

Source: U.S. Bureau of Labor Statistics, 2010. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 65 e-mail or social media sites updates. The we use Wikipedia in the U.S. and Baike in survey also suggests that Facebook and China; for rating, in the U.S., we have Yelp, Twitter make news a more participatory and Douban in China. experience than before. Social media marketing provides People share links to news articles, share and organizations with a way to connect with post articles on Facebook, and tweet them their customers. It focuses on marketing on Twitter. Seventy-five percent get their sales, deals with public relations and news forwarded through e-mail or social maintains customer relations by using media posts, while 37% admit they share social media and other Internet media a news item via Facebook or Twitter. The to disseminate and publish information. China Internet Network Information Center Besides, it refers to the process of gaining (CNNIC) report shows that as of the end website attention through social media sites, of June 2013, the number of internet users using the social profile to promote brand- in China has reached 591 million, of which created content that will incite interest by mobile phone users reached 464 million their target customer base. The content is (CNNIC, 2013). More are people getting linked to the company webpage that drives used to socializing by social media shows so customers in to the brand. Social media that the Internet has created a social media- marketing programs can create content that driven era. attracts attention and encourages readers to share it with their social networks. Role of Social Media in Marketing Tourism in Northern Michigan According to the U.S. Department of Social media networking is the process Commerce, about 1.5 million travelers from of interacting with other individuals the Chinese mainland visited the U.S. in through the specific social media tools or 2012, a 35% increase from 2011, and spent the community (Mavoothu, 2010). Social about $8.8 billion. However, there is no data media technologies have many different showing how many Chinese travelers set forms, including magazines, internet forums, foot in Michigan. Furthermore, searching the weblogs, microblogging, wikis, social key words “Pure Michigan” and “northern networks, podcasts, photographs or pictures, Michigan” by using Google, there are video, rating and social bookmarking. For 19,300,000 results for Pure Michigan and instance, we mainly use Google as a search 7,560,000 for northern Michigan, yet only engine in the U.S. and Baidu in China; we 520 results for Pure Michigan and 246,000 use Facebook as online social networking for northern Michigan in China. Pure service in the U.S. and Renren in China; for Michigan has its own Channel at Youtube microblog, we use Twitter in the U.S., and with 194,000 results, while only 21 results are Weibo in China; we use YouTube as video found at Youku, which is the most popular

an urban & regional planning program report planning program an urban & regional sharing in the U.S. and Youku in China; video-sharing website in China. From the

66 Promotion of Tourism, Events and Trails in Northeast Michigan findings we can draw that there is large under different situations. However, most of potential to attract more Chinese tourists to the information about Pure Michigan on the travel to northern Michigan. Chinese search engine, microblog and social networking services are posted by students Apart from lack of consideration about and visitors who have been there before, so international tourists, the tourism marketing the evaluation about the place is from the of northern Michigan shares the same person’s own unique viewpoint, which is not problems with other tourist places. For objective. As the official information is more example, it lacks innovation on products— fair and credible, it is more convenient for tourism products age, lack a theme and potential travelers to know about new places display low-level redundant construction. directly from the source. Another problem is that some areas have inadequate facilities and “human” care Secondly, as the tourism infrastructure is missing—the infrastructure is inadequate, an important aspect of investment, plans a common problem for many sightseeing need to be made to strengthen infrastructure attractions, such as the lack of recreational in tourist areas. Both the demands of facilities, restaurants and hotels stereotyped passengers and the overall harmony of the characteristics not prominent; traders’ and landscape needs to be taken into account tourists’ environmental awareness and so during facility construction. For example, on. These issues pulled down the grade of the number, location and sanitation of public the entire area, resulting in the formation of toilets have to be carefully considered, a landscape difficult to promote for tourists. so as to meet standards. In addition, it is In fact, the reason why tourism is increasing important to beautify the area, shape the is the importance of human aesthetic, landscape for unique beauty, while keeping recreation, sports and other physical and harmony with the environment. mental forms of relaxation. Therefore, in order Landscape facilities and tourism to attract tourists, a high standard of quality infrastructures not only should be promoted of service is needed, so that visitors feel they from the prospective of landscape quality have experienced a worthwhile vacation. and environmental quality, such as speeding Improvement up the construction of the scenic tourist First, since there is a large potential to attract service center, inside and outside the tourism more people to tour northern Michigan, scenic roads, navigation systems, health the most effective way to do so is to add facilities and security facilities, but also more languages on the official website of from the perspective of improving the scenic Pure Michigan so that people from different consumption system and profit system, such backgrounds can access direct information. as recreation, accommodation hospitality Different people have different values and and shopping. What is more, standards of

each person also has various feelings when high quality should also be built from the school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 67 perspective of the gradual improvement localization, both static and dynamic, fashion of the scenic recreation system, landscape and nostalgia. Only by developing tourism systems, consumer systems, security facilities closely related to landscape features systems, environmental systems, marketing and cultural characteristics, establishing their communications, service system and travel own brands, and creating cultural tourism security system in order to enable the tourist products, can a region acquire a high-quality, to have a healthy experience. healthy and orderly development.

Thirdly, tourism producers and tourism Meanwhile, the rapid expansion of mixed operators must meet the needs of tourists, tourism product is suggested to give the through geographical location consumer visitor more choice by highlighting the theme goods or services developed, including the of innovation, and vigorously developing core tourist products and package tourist special tourist products. Moreover, enhance products. Tourist products need to be the participation of tourist projects, characteristic, unique and even irreplaceable, enjoyment, interactivity and contextual so as to attract visitors. Therefore, in product experience of the longitudinal development design, we must highlight independent of local tourism. features, such as the original ecology,

WORKS CITED

China Internet Network Information Center (CNNIC). (2013). Statistical Report on Internet Development in China. Available at: http://www1.cnnic.cn/IDR/ ReportDownloads/201302/P020130312536825920279.pdf.

Gross, D. (2010). “Survey: More Americans Get News from Internet than Newspapers or Radio.” CNN Tech, March 1, 2010. Available at: http://www.cnn.com/2010/TECH/03/01/ social.network.news/index.html.

Mavoothu, D. (2010). “Social Media: A Relevant Tool for Tourism and Hospitality Marketing.” Indian Journal of Tourism and Hospitality Management 11(2):. 63–73.

PR Newswire. (2010). “Pure Michigan Wins Top Award.” Ulitzer, December 2nd, 2010. Available at: http://www.ulitzer.com/node/1634744. an urban & regional planning program report planning program an urban & regional

68 Promotion of Tourism, Events and Trails in Northeast Michigan TOURISM PROMOTION that being 62%, video for travelers to watch THROUGH YOUTUBE comes from hotels, cruises, or tours. Then, By: Marguerite Novak 58% of videos watched by travelers come from trip reviews from experts or travel hen promoting tourism, an related channels. This gives insight on what online presence is crucial to types of videos will be viewed most often, Wits success. The percentage eventually proving to be most effective. of travelers using social media to plan their Another factor that touches the effectiveness trips or pick destinations is growing. This of the videos to promote tourism is the growing percentage does not only include target audience. According to Google, 45% the younger generations, but the older ones of leisure travelers, 72% of business travelers, as well. To appeal to all audiences, social and 74% of affluent travelers were prompted media is an effective tool that is being to book a vacation to a particular destination utilized by countless tourism industries after viewing an online video. This shows across the globe. To be competitive, that not only is the type of video important, Cheboygan must step into the arena as well. but what group of the population the video Using YouTube as a source to promote targets is also crucial. tourism to a destination, such as Cheboygan, Analysis has proved to be very effective. YouTube is The current Cheboygan County presence known as the second largest search engine in on YouTube is that of a positive experience the world. It is a social media website owned (YouTube, 2013). The majority of the videos by Google, used to view and share videos. It are from individuals videotaping their is used by not only private, personal users, experiences with the outdoors of Cheboygan but businesses as well. In particular, videos County. They seem to be either events displaying information of a destination or or moments where they are enjoying the vacation spot are plentiful. According to outdoors, and sharing it with YouTube. The Google, YouTube reaches 62% of all travel most popular videos featured Fourth of July enthusiasts. When thinking about taking a fireworks, driving through the town on a trip, choosing a destination, or looking for snowy day, breaking ice, boating and driving activates at a destination, more than 60% of thorough ORV (off-road vehicle) trails. As travelers use YouTube to view videos. This the viewer looks at further pages, the majority percentage has grown within the past couple of the videos are real-estate for sale, or small, of years, indicating an increasing interest in local businesses advertising. Unless these online videos. businesses or properties are such that would Once it is known that YouTube is being used attract people to the area of Cheboygan, they by the majority when planning a trip, it is are not necessarily a positive advertisement important to look at what types of travel for the tourism in the county. school of planning, design and construction videos are being watched. The most popular,

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 69 When the titles of the top videos displaying well-functioning economy. When Cheboygan recreation, outdoors or events are analyzed, is searched in either YouTube or Google, the key terms are all about recreation. It the channel will be among the top results, seems that driving, snow or ice, ORVs or creating a fast and easy way to learn about lakes and rivers, mountains and trails are what Cheboygan has to offer travelers. all popular among the YouTube users. As To be competitive with the top tourism these topics might be popular attractions of economies in Michigan, it is important to offer the area, there are other assets that should information through all social media sites. be shown as well. Do arts and culture exist? When creating the YouTube account for There is no mention of anything other than Cheboygan, It must include the Channel, home local business, partial outdoors, activities page, and individual videos. When creating and property. Is the viewer really getting a a name for the channel, key words have been full picture of what Cheboygan is like? shown to be most effective and easy to search. There is one channel that is titled For Cheboygan, an appropriate name would “Cheboygan Up North.” There is only one simply include the geographic location, or video on the channel titled “Cheboygan the location with the type of recreation, if County: The Great Up North.” This is the it is focused on a particular sort. This will only video/channel on YouTube that seems make it clear, easy to search, and ultimately to promote tourism. This channel does ranked higher in the results. Considering not appear to be run by a government or that the majority of YouTube views that are local economic group. There is a lack of prompted to book after watching a video are tourism-based videos for Cheboygan County. that of affluence, make sure the words use are Without a specific channel dedicated to directed at this population. promoting tourism, there is a absence of As for the home page of the channel, awareness of opportunities for travelers. This appealing graphics or pictures are important has most likely economically hurt the county, to include. The about section should also be considering the abundant of utilization of filled out in detail. Even though viewers do YouTube by travelers. not always read the text, make sure the text Future Options for can stand alone in promoting tourism to the Cheboygan County area. When creating names for the videos, A very strong option for the county is to the key is to be as descriptive as possible. produce a channel on YouTube dedicated to Again, use keywords, and try to use as many promoting tourism to the area. As mentioned words as possible. This will give the view earlier, having a strong web presence will a concrete idea of what the video is about, prove beneficial to the local economy. Taking considering they have only the video to relay advantage of YouTube as a device to endorse the message.

an urban & regional planning program report planning program an urban & regional the assets of the county is a necessity to a

70 Promotion of Tourism, Events and Trails in Northeast Michigan Within the channel, the videos should Another option could be that of a tour touch every aspect of the tourism industry of the most popular hotels, motels, and in Cheboygan. Unlike the current presence bed and breakfasts. If one of those types on YouTube, the channel should show of accommodation is more prevalent or that the county has more to offer then well-known than the other, the video can boating. It should cover dining, shopping, highlight that. accommodations, arts and culture, The videos showcasing arts and culture outdoor and indoor activities, and natural would also be important in painting the attractions. The videos could be displayed entire picture of Cheboygan. This would in a variety of ways. One option is to have draw in a crowd that is different than those a set-up couple or group explaining their seeking outdoor adventures. Because there experiences. Another would be to have is currently nothing promoting the arts and an individual giving a tour, explaining his culture, a video on this would be essential. personal experience. This individual could be This could include footage on museums, local the main host for the Cheboygan YouTube history, and music. There could be a separate channel. Having a familiar face can generate video simply telling the story of Cheboygan. trust and belief. It could include the founding of the City, and For the dining, videos presenting various how it was built. restaurants around the county would be For shopping and outdoor and indoor very effective in promoting the area. Food activities, the same can be done as above. is something that appeals to everyone, it is Tours or a showing of each individual a necessity. Since dining is greatly affected activities showing how great Cheboygan by the tourism in the area, you will want to really is to its visitors is ideal. For this topic, make sure that this topic is displayed in a it would be wise to target families. This is positive light. The video could travel to each a chance to reach a specific demographic, restaurant and show some of the popular helping to reach a well-rounded audience. dishes at each eatery. Each eatery could have an allotted time to showcase their dishes. Last but most definitely not least, videos highlighting Cheboygan’s natural attractions Accommodations could single handedly should be included. Because this is the be one of the most important resources county’s largest attraction, the videos will that the city will provide to its visitors. have to show that. Whether you have more If a traveler is looking at Cheboygan, but videos showcasing the natural assets or cannot find appropriate shelter, it could be you simply mention that visitors come for the deciding factor that turns them away. the great outdoors, it is important to let This video can be a variety of things. It could the viewer know. In this section, include give them the resources they need to start trails, lakes and forests. To put an emphasis

looking for hotels or other accommodations. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 71 on the promotion of the trails system, it If you give the view an option to further would be wise to include multiple videos on explore Cheboygan through this site, you them. Giving impressive facts or statistics will capture those audiences as well. (example; length in miles) about them would Conclusion be enticing to the viewer and appeal to the YouTube has proved to be a powerful tool trail enthusiasts. Other videos could include when helping travelers decide destinations virtual tours. or activities within those destinations. To tape these videos, the county could hire With Cheboygan’s lack of videos promoting a videographer. Having one employer taking tourism to the area, there is room for care of all areas of the industry and a variety improvement. Creating a channel dedicated of companies within each industry, the to showcasing all that Cheboygan has to shared cost will prove efficient. The county offer would be beneficial when attracting could even hire one videographer for each visitors into the county. This channel allows area of the industry, like accommodations for a showcase of the natural environment or dining and display the different as well as promoting other attractions, companies. This would give a sense of such as dining, accommodation, recreation, fluency throughout the channel, giving the shopping, and arts and culture. appearance of professionalism. This creation of a channel would give Ultimately, the objective of creating a Cheboygan a chance to brand itself. channel promoting tourism in Cheboygan Producing an economic engine, that County is to be found by YouTube viewers. works promoting the tourism industry. To get found, a strong title and a detailed Once the area generates money from the description is essential. Linking the YouTube increased tourism spending, facilities channel to other websites uses to promote and infrastructure must be changed to tourism will also be beneficial. Although it accommodate the new traveling population. is among the top search engines, YouTube Even though it might not have the services is not the only resource used by people to now, Cheboygan will slowly start to rebrand plan trips. This is why it important not to itself around its thriving tourism economy isolate this site. Because tourism is aimed at that started with the demonstration of its a variety of audiences, not everyone will be natural resources. the type to start their search with YouTube. an urban & regional planning program report planning program an urban & regional

72 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

King, B. (2013). “How to Use YouTube to Promote Your Tourism Business. Digital Ready Program Webinar held June 20, 2013. Tourism and Events Queensland, YouTube, August 26, 2013). Available at: http://www.youtube.com/watch?v=Pczc48R65Ng; accessed on December 4, 2013.

YouTube. (2013). Search Results for “Cheboygan, Michigan.” Available at: http://www. youtube.com/results?search_query=cheboygan%2C+Michigan&sm=3; accessed on December 4, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 73 an urban & regional planning program report planning program an urban & regional

74 Promotion of Tourism, Events and Trails in Northeast Michigan Part 3: Festivals, Races and Events

MEGA EVENTS TO BOOST THE is Tough Mudder. This event is becoming ECONOMY: A CASE STUDY OF so popular you have thousands of people TOUGH MUDDER who attend this event to challenge their By: Pablo Majano mind, body and will power, to see how much they can push themselves. Tough he county being discussed in this Mudder only began in 2010 in Bear Creek paper is Cheboygan County in Resort in Allentown, PA. In 2011, the event Michigan. Cheboygan County, T grew to 14 locations and, in 2012, Tough according to the U.S Census Bureau, has Mudder scheduled 28 different locations a population of 26,152 people (Cheboygan (Tough Mudder, 2013). This event attracts County, 2013). Cheboygan encompasses so many people that local businesses benefit 720 square miles of natural beauty; the tremendously from it. Not only are the County is strategically located at the tip competitors paying for their entry fee, they of Michigan’s Lower Peninsula along the are paying for a place to stay and to buy pristine shores of Lake Huron and the Straits gas, food, groceries, clothes and encounter of Mackinac, more than half of the County unexpected costs (car repair, injury, etc.). is perfect forestland and winding their way Not only do you want people to come to through woods and along former railroads an area because of a competition, another are more than 400 miles of recreational strategy, based on what Cheboygan County trails (Cheboygan County, 2013). Much of has to offer, is to keep people in the area the economy in Cheboygan County is based or make them come back because they are on recreation and its natural resources; it is attracted by a town theme. essential to embrace what Cheboygan offers and expand its potential for tourism. An example of a location that offers events and a well-developed town Cheboygan County offers a lot of theme is Frankenmuth also in Michigan. transportation access from airports to Frankenmuth is known as the state’s little marinas in Mackinaw City, Cheboygan Bavaria. The reason for that is because they and Burt Lake to main highway access off emphasize a German theme. Known for its of I–75 and US–23. Cheboygan County has fudge, beer and cheese, Frankenmuth offers 19 townships, two villages and six adjacent many events throughout the year that bring counties (Cheboygan County, 2013). people from all over Michigan to this small Economic Boost town. This is speaking from experience and The solution to boosting the economy of attending the long weekend of Zhender’s Cheboygan County with lots of small local Snowfest that happens in Frankenmuth, businesses is to bring in a mega event. Not which is held every year since 1992. The just any mega event, there is one in particular history behind the Snowfest is that it began that is sweeping the news and Facebook in 1992 and attracted more than 90,000 school of planning, design and construction across the nation recently, and that event people; now this event has grown into

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 75 one of the most popular events to attend, knew that this competition sounded fun but attracting more than 200,000 visitors each it was also no joke. After completion of his year (Zhender’s of Frankenmuth, 2013). One first competition he felt he had accomplished reason an event like Tough Mudder or any something he thought he would never be able other similar type of event would work in the to do and decided to keep on participating Cheboygan area is because of the trail system in these events. He mentioned it’s worth the the County offers. money, worth the gas, and worth the travel expenses to be a part of Tough Mudder. Michigan has a larger rails-to-trails system So not only is the competition promoting than any other state in the Union, and its local economy, it helped promote self- Cheboygan County has more of those awareness of one’s body. trails than any other county in the state (Cheboygan Area Chamber of Commerce, Events like Tough Mudder can be held 2013). The trails offer many types of throughout the year in Cheboygan County entertainment; they give you a sense of to emphasize the theme of adventure. adventure and make you want to explore Tough Mudder is an event that has caught further. People who come to the Tough the attention of the public and has been Mudder events are looking to explore, and increasing in popularity over the past Cheboygan trails offer just that. A theme that three years. Englishmen Will Deal and can stick with this County is adventure, from Guy Livingstone founded Tough Mudder. offering things to explore, to international With an $8,000 marketing budget they food, to events throughout the year that give used Facebook to launch their event, which people the chance to experience Cheboygan has now increased exponentially through County like no other place in Michigan. the years (Tough Mudder, 2013). It’s crazy to even think that an event that has been Tough Mudder helping so many economies grow came from Tough Mudder is an out of the ordinary two people with an idea, $8.000 and the guts event that motivates people to strive for to go through with the project. more in life. Speaking with a two-year Tough Mudder participant, he mentions the only Tough Mudder was created to test reason he joined and agreed to do Tough toughness, fitness, strength, stamina and Mudder is because it is was time for change. mental grit all in one place, and all in one day. The participant wanted to lose weight, and Tough Mudder is not like many other events; wanted to have fun doing it. At first, he it is a exceptional event for truly exceptional was not so sure about it, but after watching people (Tough Mudder, 2013). Each Tough his friends do the competition, he stopped Mudder event consists of a 10 to 12 mile trail smoking, drinking and eating junk food. run over uneven, hilly and wet ground that Three months before the competition he includes 20 to 25 military-style obstacles.

an urban & regional planning program report planning program an urban & regional trained three to four times a week because he Not only does Tough Mudder bring a lot of

76 Promotion of Tourism, Events and Trails in Northeast Michigan unique people to a location, these people Arizona’s second Tough Mudder event, with are one of many looking for something new, such a direct impact on its local economy that something that makes challenging fun. Not they have agreed to a five-year extension of only do you feel accomplished when you Tough Mudder being located in Mesa, AZ. finish the event, speaking with a Tough According to the Eastmark blog, event Mudder participant, you receive a nice cold registrations had stated that registrants beer at the end. and participants traveled from a number of Tough Muddder has been known to help cities around Arizona even from San Diego, boost the economy it surrounds. You have CA; Reno, NV; and Las Cruces, NM. The many participants that come each year registration itself already creates a direct to these events and many will travel from impact to the economy through entry fees, other states to attend an event like Tough merchandise and food/beverages. Again, not Mudder. Not only are you attracting outside only are the participants spending money sources to the event, it attracts people who on the economy, the Tough Mudder’s event have a positive outlook on life and a sense of management team spends thousands of adventure, and people who want something dollars itself on the event. Tough Mudder to do, and Cheboygan County offers just spends money from tents, tables, equipment that. You are also attracting income, people and also hiring contractors to build the who come to these events, feed off of local courses the participants use throughout the businesses, and local businesses also feed off race (Eastmark, 2013). Tough Mudder participants. Tough Mudder Ohio (WMFD) has already been proven to cause a positive This tough Mudder event reported by WMFD economic impact wherever an event is held, is located in Mansfield, OH. Its mayor from Ohio to Arizona and even across the mentioned that it was very pleased with seas to Australia. Wherever Tough Muddder the impact the Tough Mudder competition goes it brings thousands of people and brings brought to its economy and has even signed a lots of revenue. Although there are many contract to bring the event back for another positive benefits to the event there are also four years. This event, in particular, brought some environmental impacts, which will be in 11,000 participants and 17,000 spectators, discussed later in this paper. plus $5.4 million for the local economy. The Case Studies economic impact report was done by the Arizona (Eastmark) Tough Mudder organization, which did This Tough Mudder event was held February not cost the City of Mansfield any money 23 and 24, the total number of participants (Heindel, 2013). was 7,500 people and aside from that another Australia (Sunshine Coast Daily) 2,500 people were spectators cheering This Tough Mudder event is the largest

on families and loved ones. This has been school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 77 tourism money-maker on the Sunshine Coast Non-Native Species, waste, migratory in Australia, bringing in about $10 million birds and fire management. It also features in just one weekend. This event is one of the environmental consequences to proposed largest held with more than 24,000 people actions. For example, the air quality is in Caloundra, Queensland. An article by affected, because the event is associated with Sunshine Coast Daily also mentions that the running and hiking that may create small Caloundra Chamber of Commerce and Event amounts of dust in the areas of fine soils Chairman Bill Darby said that the Tough along the route (Tough Mudder, LLC, 2012). Mudder trumped other major events that Finally, the report states a series of included Noosa and Mooloolaba triathlons stipulations that must be followed in order in terms of economic benefit. Bill Darby said to protect or minimize the environmental “Tough Mudder is the best thing that has impact caused by the event. An example of happened to the Sunshine Coast in a long a stipulation would be reclamation, which time” (Clifford, 2013). involves the cleanup of all litter, equipment, Environmental Impacts of Tough everything and anything used for the event. Mudder (U.S. Department of Interior, The BLM is also responsible for both a pre- Bureau of Land Management) and post-event assessment of the course. This case study was conducted by the Conclusion U.S. Department of the Interior’s Bureau In conclusion, as an Urban & Regional of Land Management (BLM) in regards to planning student at Michigan State an Environmental Assessment of a Tough University and undergoing some research Mudder event. This report evaluates the of the Tough Mudder event, I think that an environmental impacts this Tough Mudder event like Tough Mudder will provide a great event produced on public and private lands source of economic benefit to Cheboygan located six miles north of Beatty, NV. County. With what Cheboygan has to offer, This is a 37-page report about the such as trails, shopping, natural areas, an competition in Beatty NV, with a total of event like Tough Mudder would make a 8,000 to 10,000 participants, includes what great fit and attract thousands of people they intend on doing with the competition, to the area. An event like Tough Mudder what land they are going to use, what routes will attract people who are looking to they are going to use, and even the health and do something new in Michigan and the safety measures the competition is taking Cheboygan area. It will even attract people in order to ensure its participants are all who have never been to that area and these safe and sound. In regards to environmental people are the ones that want to explore, protection measures the report includes potentially targeting them to keep coming everything from reclamation, cultural back for other local events that happen

an urban & regional planning program report planning program an urban & regional resources, noxious weeds and invasive throughout the year.

78 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

Cheboygan Area Chamber of Commerce. (2013).“Visitor Info: Our Trails.” Available at: http:// www.cheboygan.com/visitors/recreation/our-trails/; accessed on December 5, 2013.

Cheboygan County. (2013). “Economic Profile – Cheboygan County. Available at:http://is0. gaslightmedia.com/northernlakeseconomicalliance/_ORIGINAL_/fs64-1380038122-77177. pdf; accessed on December 4, 2013.

Clifford, K. (2013). “Tough Mudder Hailed $10 Million Tourism Money-Maker for Coast.” Sunshine Coast Daily, August 19, 2013. Available at: http://www.sunshinecoastdaily.com. au/news/mudder-ship-to-return/1989024/; accessed on December 4, 2013.

Eastmark. (2013). “Economic Impact of Tough Mudder.” Eastmark, April 4, 2013. Available at: http://www.eastmark.com/2013/04/economic-impact-of-tough-mudder/; accessed December 4, 2013.

Heindel, G. (2013). “Tough Mudder Generates $5-Million for Area Economy.” WMFD, July 4, 2013. Available at: http://www.wmfd.com/local-news/singlesearchsingle.asp?story=55176; accessed on December 4, 2013.

Tough Mudder. (2013). “What is Tough Mudder?” Available at: http://toughmudder.com/ history-of-tough-mudder/; accessed on December 4, 2013.

Tough Mudder, LLC. (2012) “Environmental Assessment.” Prepared for the U.S. Department of the Interior, Bureau of Land Management. Available at: http://www.blm.gov/pgdata/ etc/medialib/blm/nv/field_offices/battle_mountain_field/blm_information/recreation. Par.17586.File.dat/Tough%20Mudder%20EA%20-%20DOI-BLM-NV-B020-2012-0216- EA_final%20draft090712.pdf; accessed on December 4, 2013.

Zhender’s of Frankenmuth. (2013). “History of Zehnder’s.” Available at: http://www. zehnders.com/zehnders/zehndershistory.htm; accessed on December 4, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 79 MARATHONS AS Area Chamber of Commerce sponsors the TOURIST ATTRACTIONS IN annual Waterways Festivals. This event pays NORTHERN MICHIGAN homage to river town life though a parade, the By: Kate Calabra World Championship Wanigan Race, a river cleanup, a wooden boat show, kayak races, very tourist has a main attraction and other entertainment. This event usually that pulls him or her to their takes place during the second weekend of destination. This attraction is E July. Shortly after, is the annual Downtown not always a sight to see or a place to be, Cheboygan Musical Festival—typically held rather, it can be an event or some form of during the last weekend of July (Cheboygan active participation for the tourist. For Area Chamber of Commerce, 2013). The many, running events have become a reason community hosts a few other events to travel. Whether for competitive or throughout August, including the Churchill recreational reasons, people travel around Classic 5k, 10k and a recently added half the world to participate in marathons, iron marathon. In the winter, Cheboygan hosts a mans and similar events. These runners then Waterways Ice Festival. While these events become tourists during their stay—dining are successful, there are notable periods in at local restaurants, visiting shops and the calendar, specifically fall and spring that seeing the sites. The races pull not only the lack entertainment—these seasons could be runners, but the runners’ family, friends and targeted to host a full marathon and make fans. For this reason, running events should Cheboygan a year-round destination. be explored as opportunities to increase tourism and local economic activity. Cheboygan Half Marathon, Marathon and Triathlon Introducing more marathons into Northwest August 2013 was the first year that Michigan, specifically the Cheboygan Cheboygan offered a half marathon option community, would create a new tourist during the annual Churchill Classic. attraction and accelerate the local economy. Typically, the Classic features a 5k and a 10k. In order to successfully implement races, it Nancy Lindsay, the Assistant Vice President is important to identify best practices and of Marketing at Citizens National Bank—the strategies that allow marathons to have race sponsor—noted that “more people are positive returns on investment. Therefore, it coming from all over, not just from around is important to understand how to finance a the region. . . With the addition of the half marathon and how to brand a marathon. marathon, it helped improve our numbers Tourism in Cheboygan from last year’s race” (Greenleaf, 2013). Cheboygan is not without existing Approximately 300 people were present at attractions. The community hosts a number the 2013 event. of events that lure tourists and entertain an urban & regional planning program report planning program an urban & regional the locals. For example, the Cheboygan

80 Promotion of Tourism, Events and Trails in Northeast Michigan The Waugoshance Trail Marathon was recent years (Cobb and Olberding, 2007). inaugurated in July 2013 and filled to Between 2010 and 2011, there was an increase capacity one month before the race date of approximately 20,000 runners that (Great Lakes Endurance, 2013). The race completed marathons (Marathon Guide, was limited to 200 runners and was hosted 2011) and in 2013, the number of marathon by the Little Traverse Conservancy as a way finishers broke half a million Marcus,( 2013). to promote awareness about preserving Overall, the number of marathoners has the wild habitat in northern Michigan. The increased by almost 50% since 2000. course followed the North Country Trail that The scale of races varies. Some tend to receive spans from Cross Village to Mackinaw City. a more local showing, while others are A 2k, 5k and half marathon were offered on considered on the national scale. The total the same weekend. number of participants per marathon ranges Cheboygan also hosts an annual triathlon— from about 200 runners to over 50,000. With thereby, utilizing its prime location and the current marathon in Cheboygan capped allowing participants to experience the land at 200, and filled to capacity, this suggests an and waterways that define the community’s opportunity to expand the race next year or character. Considered a “sprint” triathlon, add an additional race in another season to the race features two miles of kayaking, 8.5 satisfy demand. miles of biking and 4.5 miles of running. Localities with tourist lulls generally (TriFind, 2013). This is a great way to not welcome marathon events as a way to only embrace the environment, but to draw fill hotel rooms and restaurants that attention to it in a low-impact way. The would otherwise be empty in the off- race itself is a form of marketing because season (Bynum, 2013). Cheboygan has an it exemplifies the many ways to explore opportunity to host an event in fall and Cheboygan. The race leads participants spring, where tourist traffic is low, but the throughout Cheboygan State Park and weather is still appropriate for running. exposes people to the trails and provides October is considered the most popular awareness about fishing, hunting, camping, month for running marathons (Marathon lodging and many other opportunities Guide, 2011). There are currently two featured in the park (MDNR, 2013). marathons scheduled for 2014 in Northern Feasibility for an Additional Michigan during the month of October Cheboygan Marathon (Running in the USA, 2013). However, there The success of existing races in Cheboygan are no marathons scheduled for February insinuates demand for more marathon through May. Strategic scheduling can allow events. In the nation, the amount of for the existing races to serve as training marathons per year along with the rate of opportunities for other races and as a way to

participation in marathons has increased in maintain consistent activity in a community. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 81 Financing a Marathon and Olberding, 2007). A key component In determining best practices, four costs to increase the per runner impact is the should be considered in introducing a mega overnight stay (Crompton, 2010). Racers event, such as a marathon: 1) Event costs, 2) require a full night of rest, therefore, it is infrastructure costs, 3) displacement costs not uncommon for them to arrive a day or and 4) opportunity costs (Crompton, 2010). two early to get a full night’s sleep. Also, it is Event costs refer to the actual investment on not uncommon for locals to get hotel rooms behalf of the host, such as race staff, medical closer to the race site due to early morning supply and services and participant souvenirs. start times. And while most studies attribute Marathon hosts have to pay fees to police and economic impacts to out-of-town runners, other municipal departments now—fees that the local participants are also important used to be free (Marcus, 2013). contributors (Cobb and Olberding, 2007). Anticipating the correct expenditure during Infrastructure costs refer to any additional the initial organization period is crucial labor or maintenance needed to prepare to ensure that the race allows the host to for the race, including routing equipment, at a minimum, break even, and preferably, post-race clean up, and post-race repairs. accrue profit. With that in mind, it is Displacement costs refer to those who would better to spread the costs across multiple have otherwise visited, but race logistics sponsors as a way of eliminating some costs made their destinations unattainable or (runners’ souvenirs, often donated) and the simple presence of a large crowd was a mitigating others. Keeping sponsors local deterring factor. Finally, opportunity costs so that the money circulates throughout the refer to the benefits that a local economy community hosting the event is important in would receive should it have chosen to invest maintaining high, positive economic impact in an alternative event or service, or paid for for Cheboygan. the event by utilizing other funding sources. Sponsorship Opportunities Together, these cost burdens encourage The increased popularity of marathon racing localities to seek sponsorship so that the full has attracted new breeds of investors. financial weight is not on the public sector, Competitor Group is an entity owned by a nor on the participants. Typically, marathon private-equity firm that specializes in buying participants pay around $100 to $300 for or investing in poorly attended races and registration fees, depending on the scale of the rebranding them to become “destination marathon (Luff, 2013). These costs would be runs” (Marcus, 2013). Investors, such as much higher without the aid of race sponsors. Competitor Group, control the registration Analyzing Economic Impact fees in a way that produces a profit. Creating The average expenditure per runner ranges a comparable entity in the Michigan region from approximately $1,000 to more than to accrue profit from the booming race an urban & regional planning program report planning program an urban & regional $4,200 for visiting participants (Cobb industry would be beneficial to the local

82 Promotion of Tourism, Events and Trails in Northeast Michigan economic climate—versus outsourcing that is achieved includes logo placement role. Another option is to have the proceeds throughout the course, online materials, and go toward local nonprofit organizations. runners’ souvenirs. Racing events often have Those organizations would have to play large expositions the day prior to the race to a large role in the initial financing and conduct registration and pick up important structuring of the race, so capacity to race packets (for tracking and timing function in that role must be considered. purposes). These “expos” are opportunities for sponsors to sell their products or Most races include a conglomeration of advertise their services in person. Also, the sponsors. Typically, there are different race packets can include advertisements or packages that sponsors can purchase and this coupons for participants and their families to will determine the degree of marketing that utilize during their stay. Overall, sponsorship their brand name receives. Being a sponsor is a great way to achieve exposure and is a networking opportunity. Typically for notoriety, not only on the local level, but races, sponsors share a common goal of health regionally or nationally depending on the oriented products or services. Coming together scale of the event. in one place presents future partnership opportunities. Also, sponsoring heightens the Branding Marathons visibility of a contributing company. Cheboygan has an opportunity to find its niche in the racing world and create a race Races typically have multiple modes of that is uniquely branded for the community media to advertise the event as well as its and its terrain—increasing its reputation as sponsors. Consider that the New York a destination. The Foot Levelers Blue Ridge Marathon, though one of the most popular 2013 Marathon attracted over 1,500 runners and a high goal to achieve, attracts about 330 to the Roanoke Region in Virginia. This race million television views along with 2 million has earned a reputation for being American’s spectators and about 50,000 runners (Belson toughest road marathon (Roanoke Regional and Pilon, 2013). And of course, the ultimate Partnership, 2013). For this race, 67% of the benefit of increased advertising is increased participants were from Virginia and a total of sales. Most races are under contracts to 38 states were represented in the competition. be repeated on an annual basis. Acquiring Others from Canada, the United Kingdom, sponsorship for multiple years creates a Germany, and Ethopia were also present steady platform for local businesses to (Roanoke Regional Partnership, 2013). The become competitors in the local, regional, and study that calculated these participation potentially national markets. rates also noted that the average stay in Local businesses would be wise to Roanoke was 1.92 nights and approximately participate in sponsorship too. Even a small 60% of visitors reported visiting a local stake in the race can allow for increased attraction. Even 35% of locals reported visiting school of planning, design and construction visibility. Some strategies once sponsorship an attraction during race weekend. This

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 83 exemplifies the power of branding a race as Active made over $250 million dollars the initial attraction and successfully retaining in registration fees. Other tech-savvy interest once the participants have arrived. companies are profiting, such as MapMyRun, a site and phone application that most A place like Cheboygan can capitalize on runners use during the training process. It this strategy, one seen through series, such maps a route, calculates the distance, and as the Rock n’ Roll marathons that scatter examines the inclines, along with many concerts throughout the course, Color Runs other features runner can enjoy in the palm that require participants to dress in white of their hand. MapMyRun is also utilized and travel through a course, while being by the spectators at marathons as a tool to splattered in paint, or the Zombie Dash track racers and live stream the entire event that hires actors dressed as creatures of the (Behringer, 2012). Phone applications have dead to chase runners across the finish line. also been introduced to give participants Cheboygan has a variety of features that are information for the race as well as general already utilized in current events and races, visitor information. but could be capitalized even further to truly create a brand that attracts visitors and Harnessing technology that can be used in brings pride to the locals. the races and by associated tourists is a way for a locality to achieve profit from the race. Marathon Tours and Travel is one of many The ability to develop that software and keep travel agencies that specializes in worldwide the profits local would highly increase the race events (Marathon Tours and Travel, economic benefits of hosting such an event. 2013). The agency offers group packages as Or, simply incorporating local ads through well as individual travel arrangements to online sites and phone applications is a take people around the world to participate marketing strategy that should be considered in marathons on all seven continents. by local hotels, restaurants, and attractions Becoming a race on such an itinerary requires outside the race. Anticipating how creativity and notoriety that can only be technology can continue to assist in races is a achieved through successful branding. Should great way to maximize profit, whether to be Cheboygan implement another marathon, it put toward local businesses or charity. is important that the race has its own identify that sets it apart from other marathons. Conclusion The growing success of marathon racing Technology and potential for profit is certainly reason Technology has become a major stake to consider it a strategy for local economic in marathon racing. The process starts development in the Cheyboygan region. In with companies, such as Active Network, combination with existing tourist attractions which lead online registration and collect and similar competitions, an additional service fees for every participant. Last year, an urban & regional planning program report planning program an urban & regional

84 Promotion of Tourism, Events and Trails in Northeast Michigan marathon could propel Cheboygan to be a allow Cheboygan to harness a growing trend year-round destination and could inherently in a manner that is advantageous to the contribute to the growth of local businesses. community as a whole. Marathons pose as Appropriately calculating the costs and a great business venture, but also as a great counteracting the costs through strategic opportunity to promote health and charity. sponsorship, marketing, and branding would

WORK CITED

Abboud, A. (2012). “Sport Tourism (Part I):Why Cities Should Subsidize Marathons, Not Stadiums.” Blog. Available at: http://alexabboud.wordpress.com/2012/08/17/sport- tourism-part-i-why-cities-should-subsidize-marathons-not-stadiums/.

Ajilore, O. (2013). “Local Economic Impact of the Medical Mutual Glass City Marathon.” Available at: http://www.glasscitymarathon.org/files/4813/7391/6002/Economic_Impact_ of_Glass_City_Marathon.pdf.

Athlete Tracking. (2013). “Who We Are.” Retrieved from: http://athletetracking.net/.

Bank of America Corporation. (2013). “Sponsors.” Available at: http://www.chicagomarathon. com/sponsors/sponsors/.

Behringer, M. (2012). “Racers Pick Up Smartphone App for 7 Bridges Marathon.” Nooga. com, October 18, 2012. Retrieved from: http://www.nooga.com/157899/racers-pick-up- smartphone-app-for-7-bridges-marathon/.

Belson, K., and M. Pilon. (2013). “Technology Firm from India Will be New York Marathon Title Sponsor.” The New York Times, October 2, 2013. Available at: http://www.nytimes. com/2013/10/03/sports/tcs-to-replace-ing-as-marathons-title-sponsor.html.

Burke, M. (2008). “What’s it Cost to Run a Marathon?” York Daily Record, November 9, 2008. Available at: http://www.ydr.com/ci_10937899.

Bynum, R. (2013). “Marathons are Becoming a Guaranteed Tourist Attraction across the U.S.” Skift.com. Available from: http://skift.com/2013/11/09/marathons-are-becoming-a- guaranteed-tourist-attraction-across-the-u-s/.

Cheboygan Area Chamber of Commerce. (2013). “Visitor Info: Festivals and Competitions.” Available at: http://www.cheboygan.com/visitors/festivals/.

Cobb, S., and D. Olberding. (2007). “The Importance of Import Substitution in Marathon Economic Impact Analysis.” International Journal of Sport Finance 2: 108–118. Available at:

http://www.fitinfotech.com/IJSF/IJSFpdf/5IJSF2.2_Cobb.pdf. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 85 WORK CITED (CONT.)

Crompton, J.L. (2010). Measuring the Economic Impact of Park and Recreation Services. National Recreation and Park Association, Research Series 2010. Available at: http://www.sehn. org/tccpdf/Crompton%20Research%20Paper-Final-150dpi.pdf.

Great Lakes Endurance. (2013). “Michigan Races.” Available at: http://www. greatlakesendurance.com/michigan-races.html.

Greenleaf, J. (2013). “Half Marathon Featured at Cheboygan’s Churchill Classic.” Cheboygan News.com, August 19, 2013. Available at: http://www.cheboygannews.com/ article/20130819/SPORTS/130819487.

Luff, C. (2013). “How Much Does it Cost to Run a Marathon?” About.com, November 3, 2013. Available at: http://running.about.com/od/marathontrainingfaqs/fl/How-Much-Does-It- Cost-to-Run-a-Marathon.htm.

Marathon Guide.com. (2001) “USA Marathoning: 2011 Overview.” Available at: http://www. marathonguide.com/features/Articles/2011RecapOverview.cfm.

Marathon Tours and Travel (2013). “Why Choose Marathon Tours?” Available at: http:// www.marathontours.com/index.cfm/pid/10247.

Michigan Department of Natural Resources (MDNR). (2013). “Cheboygan State Park.” Available at: http://www.michigandnr.com/parksandtrails/Details. aspx?id=441&type=SPRK.

Marcus, J. (2013). “How Big Business Wrecked the Marathon” Esquire, April 12, 2013. Available at: http://www.esquire.com/blogs/culture/the_running_racket.

Roanoke Regional Partnership and the Roanaok Valley – Alleghany Regional Commission. (2013). 2013 Economic Impact Analysis: Roanake, VA. Available at: http://blueridgemarathon. com/wp-content/uploads/2013/05/EconomicImpact_2013.pdf.

Running in the USA. (2013). “October Michigan Marathons.” Available at: http://www. runningintheusa.com/Race/List.aspx?Rank=Month&Month=10&Special=marathon&Sta te=MI&Page=1.

TriFind.com. (2013).”Cheboygan State Park Sprint Adventure Triathalon Results.” Available at: http://trifind.com/re_14796/CheboyganStateParkSprintAdventureTriathlon.html. an urban & regional planning program report planning program an urban & regional

86 Promotion of Tourism, Events and Trails in Northeast Michigan MUSIC FESTIVALS CASE STUDY: The two different study areas and their ANALYZING THE ECONOMIC respective music festival include: Rothbury, AND TOURISM POTENTIAL Michigan/Electric Forest Music Festival and OF ELECTRIC FOREST AND Manchester, Tennessee/Bonnaroo Music BONNAROO MUSIC FESTIVALS Festival. The analysis of the festivals was By: Charisma Thapa done individually by evaluating the activities, food, sustainability initiatives, community ortheast Michigan is a hidden involvement, philanthropic endeavors eclectic gem, offering a variety of and overall economic impact studies. The activities for any art lover, tree N information that was gathered touched hugger or even athlete. Although this is all upon the effects of the music festival on the true many people are not aware of what city, county and potentially the state as a Northeast Michigan has to offer, this may be whole. The purpose of this analysis is to give due to a number of things, such as a lack of legitimacy to the proposal for a music festival advertisements, and/or a lack of an event or to be implemented in Northeast Michigan. historical site that would really draw people to To determine whether it would be beneficial the area. Certain cities are known for anything to the overall economy or detrimental, from a food, a natural landmark or even music whether it would generate an increase or festival that attracts people to the region. decrease in tourism, and if it would really Although Northeast Michigan has a lot to offer put at least a city or county in Northeast there is nothing in particular that really makes Michigan on the map. it stand apart and attract tourism. The first music festival is Electric Forest Music is a popular getaway for people of all Music Festival located in Rothbury, MI. ages, although Northeast Michigan has a Rothbury is in Oceana County on the West few music festivals, they are very usually of side of the state. The four-day festival does the folk genre, small and commonly attract stay true to its name and actually takes people who are already residents. However, place in the forest of Double JJ Ranch. The there are cities across the country that can festival offers a multitude of genres most be considered rural, yet when they hold specifically focusing on electronic and jam their annual music festival thousands of music. More than 100 bands perform at the people come from across the nation, and festival and according to Mlive.com, which did internationally to attend them. This paper extensive reporting on the festival, “Electric will analyze two different study areas Forest 2012 drew up to 25,000 people to and their respective music festival to give West Michigan, many of them out of the validation that there is an economic incentive state” (Arino, 2013). The festival is a place as well as an increase in tourism that can for people to come together and share their be added to a region as a result of hosting a common love for music.

music festival. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 87 The festival offers more than just music, it incentive to travel that far is worth it for the is a four-day experience where you can try food venues that attend (Champion, 2013). a multitude of new things and meet people The festival ensures that they cater to people from all around the world. Electric Forest with all dietary needs including: Vegetarian, has much more to do than just attending vegan and gluten-free diets. the musical festival itself. Over the four Electric Forest has a variety of charity days “the festival provides plenty of options activities, sustainable practices and ways of including an indoor waterpark, disc golf creating revenue for the city of Rothbury. course and horseback rides, among others,” For example, environmental sustainability, (Champion, 2013) Nestled on the Double understandably 30,000 people can JJ Ranch is also the Sherwood Forest that accumulate a lot of ground waste to pick up; consists of acres of pine forests that are therefore, Electric Forest decided to create a decorated with art installations and hosts program that gives people incentives to pick light shows during the festival. The festival up after themselves and recycle. The basic has so much to offer even, attendees are idea of the program is that “in exchange for performers walking on stilts, twirling hula keeping their campsite clean or putting their hoops, wearing costumes, practicing yoga, wastes in the appropriate container—trash, etc. it is impossible to be bored at the festival recycling or compost—attendees receive (Champion, 2013). an “eco-point,” a small slip of paper.” “Eco- Along with the diverse activities the points can be collected and redeemed at food at the festival is more eclectic then the Electric-ology “store,” said Erin Slayter, would be expected. Half of the food is founder of The Sweaty Mouse (Arino, provided by places close to home, such as 2012b). The program makes it the best of the “McLaughlin neighborhood’s urban both worlds leaving the grounds clean and farm, which set up an “Electric Farmstand” providing essentially free merchandise to with greens, strawberries, blueberries, attendees. The program leader hopes that carrots, squash, radishes and cherry juice” people participating in the program will take (Champion, 2013). This increases revenue these sustainable habits home with them at local businesses by significant amounts. after the concert. Patrons of the festival have traditional food The local community definitely plays a role venues they go to every year and become in the festival. Just one of the many examples “regulars” bringing in guaranteed revenue for of this is the Shelby High School Marching local food vendors at the festival. The other Band performing at the festival. The band half of the festival food options come from was invited by the “’Music in the Schools’ across the nation “including pad Thai, arepas, program, the program’s aim is to donate Japanese yakisoba noodles with teriyaki money and instruments to local schools.” In chicken and vegetables,” festival patrons love

an urban & regional planning program report planning program an urban & regional 2013, the school received $5000 from Electric to try the new exotic foods at the festival, the

88 Promotion of Tourism, Events and Trails in Northeast Michigan Forest to go towards their program (Arino, The food at Bonnaroo is health conscious 2012d). A good portion of the revenue earned and offers a variety of options to people with from Electric Forest also goes towards certain dietary restrictions. It is also a great philanthropic endeavors. One of them is “Art place to try new exotic foods from Chinese that Feeds,” a nonprofit organization based in and Japanese delicacies to spicy Indian and Colorado “that focuses on hunger relief and traditional American festival food. Local food youth empowerment.” (Arino, 2012a). This vendors love Bonnaroo because they receive a food drive has an incentive for donations; lot of incoming revenue and business. Sharon those who bring nonperishable food will get Holmes, owner of The Health Nutt, “a café art in exchange. At the end of the food drive in Morrison near Manchester, estimates the collection of food goes to areas across that 30% of her café’s annual revenues are West Michigan, including: the cities of generated from Bonnaroo” (Littman, 2013). Rothbury, Whitehall, Muskegon and Shelby. Bonnaroo makes a sincere effort to ensure This is just another way that Electric Forest that they are environmentally sustainable. has brought so much good into the area. Here are some recycling statistics from the festival in 2012, “98.87 tons of single-stream The second case study is Bonnaroo Music (commingled) recyclable materials, 15.76 tons Festival located in Manchester, TN, in Coffee of scrap metal, 41.84 tons of cardboard, office County, situated in the middle of Tennessee. paper and electronics, 1.6 tons of PVC, 5.7 The four-day music festival is best described tons of used cooking oil and approximately as magical, unifying, peaceful, and all- 70 tons of compost” (Bryant, 2013). around energetic and entertaining. The main music genres are jam bands and folk rock; Bonnaroo Music Festival is an extremely however, the festival has about 150 bands charitable festival and the contributions that perform. People from all over the world go a long way. In 2013 alone, the music come to Bonnaroo to experience the “escape festival donated nearly $370,000 in into excitement, music, art, discoveries, charitable contributions, over $139,000 to trees, adventure, happiness. . .” (Bonnaroo, 20 local charities and another $230,000 for 2013). At Bonnaroo there is an unlimited volunteering at the festival. Coffee County amount of activities to do and there is never Mayor David Pennington “says he considers a dull moment. From yoga, great food, gift the festival a good neighbor, they have shown shops galore, a cinema, relaxation venues, themselves to be a real partner to Coffee there is something for everyone! Not only County. And not just Coffee County, but does the festival have diverse activities but the other areas around, the other counties the demographics are also pretty varied. surrounding Coffee County benefits from it Bonnaroo attendees are from all the 50 states also” (Osborne, 2013). as well as across the world. The festival also Bonnaroo was established in 2002 with a has people anywhere from age 13 to people 35

charitable focus in mind. Festival-partner school of planning, design and construction and older.

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 89 Rick Farman states “one of the founding now crucial to the City’s development. principles is to give back at the local, The economic turnover of Bonnaroo regional and national levels” (Clarksville and its contributions to both the City of Online, 2012). Bonnaroo has a strong pledge Manchester, Coffee County and Tennessee that they promise to the local and global as a whole are enormous. The festival really communities and that is what led to the contributes to the impact of the economic establishment of the Bonnaroo Works Fund, development of the area. which is supported by the East Tennessee Highlights of Bonnaroo include: Foundation. The Works Fund was created to identify communities in the area that have a In 2012, Bonnaroo organizers and “special emphasis on local re-investment and attendees contributed more than asset building in the Bonnaroo communities” $580,000 to Coffee County tax (Clarksville Online, 2012). The Bonnaroo coffers. Of this total, nearly $314,000 Works Fund has supported a multitude of was generated by taxes on sales, fuel nonprofit organizations including: “Doctors and hotel occupancy without Borders, Hurricane Katrina, the American Red Cross, and the Boys and Girls In 2012, Bonnaroo was responsible Club of America,” to name a few (Clarksville for $2.9 million in taxes benefiting Online, 2012). the state of Tennessee. More than $2 million of that was generated by sales Bonnaroo has a strong commitment to tax on Bonnaroo tickets and $900,000 and appreciation for its home in Middle by the activity of Bonnaroo attendees Tennessee. Since the beginning the festival during their time in Coffee County organizers have ensured they engaged with and travels to and from the festival. the local community organizers, receiving many volunteers from the organization for On average, Bonnaroo attendees the event. As an incentive Bonnaroo donates spend $86 per day during the a share of their profits to the participating festival. Approximately $28 per day local organizations for their work. As a result is spent outside Coffee County, and of the inception of Bonnaroo, Manchester $35 per day is spent outside the is a known City. Before, people would drive grounds but within Coffee County past the City without any recognition, but (Ewing and Marcario, 2013). now, according to the mayor of Manchester Through extensive research on both the Lonnie Norman, “people now know where Electric Forest Music Festival and the Manchester is thanks to the ‘Roo, they put Bonnaroo music festival, with strategic Manchester on the map” (Littman, 2013). planning and a well-suited location, a music Bonnaroo is considered one of the most festival in Northeast, Michigan would be influential events in the area and has inspired highly beneficial to the area. The activities, an urban & regional planning program report planning program an urban & regional many other events similar to it, which are

90 Promotion of Tourism, Events and Trails in Northeast Michigan food offered, sustainability initiatives that are not be prominent or have any significance taken, community involvement, philanthropic if it were not for the initiation of these endeavors and the overall atmosphere of a festivals. They are proof of the ability of a music festival can all lead to an economically music festival to change from a ghost town sound and developed region as well as a to a beloved city. If Northeast Michigan popular touristic attraction for people. were to pick an area that was feasible for a music festival, it would really put the region Both of the music festivals that were on the map, enabling the potential for analyzed in this case study are very economic development and a much higher well known in the nation, as well as influx of tourists. internationally; however, the cities of Rothbury, MI, and Manchester, TN, would

WORKS CITED

Arino, L. (2012a). “Colorado-Based Nonprofit Collects Food for Local Pantries at Electric Forest Festival.” MLive Media Group, June 29, 2012. Available at: http://www.mlive.com/ entertainment/muskegon/index.ssf/2012/06/colorado-based_non-profit_coll.html; accessed on November 28, 2013.

Arino, L. (2012b). “Electric Forest’s Electric-Ology Program Promotes Green Activities and Keeps Grounds Clean.” MLive Media Group, July 1, 2012. Available At: http://www.mlive. com/entertainment/muskegon/index.ssf/2012/07/electric_forests_electric-olog.html; accessed on November 27, 2013.

Arino, L. (2013c). “Looking Back: Our Coverage from the Electric Forest Festival 2012.” Mlive Media Group, January 15, 2013. Available at: http://www.mlive.com/entertainment/ muskegon/index.ssf/2013/01/looking_back_our_coverage_from.html; accessed on November 27, 2013.

Arino, L. (2012d). “Shelby High School’s Jazz Band Plays at Electric Forest Music Festival.” MLive Media Group, June 30, 2012. Available at: http://www.mlive.com/entertainment/ muskegon/index.ssf/2012/06/shelby_high_schools_jazz_band.html; accessed on December 4, 2013.

Bonnaroo. (2013). “Bonnaroo Festival Info.” Available at: http://www.bonnaroo.com/festival- info; accessed on November 28, 2013.

Bryant, L. (2013). “Bonnaroo to Undergo Environmental Sustainability Audit.” Nashville Post, June 13, 2013. Available at: http://nashvillepost.com/news/2013/6/13/bonnaroo_to_ undergo_environmental_sustainability_audit; accessed on November 28, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 91 WORKS CITED (CONT.)

Champion, B. (2013). “Electric Forest 2013: Festival-Goers Spend Their Days in Several Different Ways.” MLive Media Group, June 28, 2013. Available at: http://www.mlive. com/news/muskegon/index.ssf/2013/06/electric_forest_2013_festival.html; accessed on November 27, 2013.

Clarkesville Online. (2012). “Bonnaroo Music Festival Marks 10 Years of Charitable Giving Totaling More than $5 Million in Donations to Worthy Organizations across the County.” Clarksville Online, February 5, 2012. Available at: http://www.clarksvilleonline. com/2012/02/05/bonnaroo-music-festival-marks-10-years-of-charitable-giving-totaling- more-than-5-million-in-donations-to-worthy-organizations-across-the-county/; accessed on December 5, 2013.

Ewing, A., and K. Marcario. (2013). “Bonnaroo Releases Economic Impact Study.” Marketwired, May 20, 2013. Available at: http://www.marketwired.com/press-release/bonnaroo- releases-economic-impact-study-1792620.htm; accessed on November 26, 2013.

Littman, M. (No Date). “The Business of Bonnaroo.” Nashville Lifestyles. Available at: http:// nashvillelifestyles.com/entertainment/the-business-of-bonnaroo; accessed on November 30, 2013.

Osborne, M. (2013). “Bonnaroo Details Contributions to Mid-State Charities.” Middle Tennessee Public Radio, September 25, 2013. Available at: http://wmot.org/post/ bonnaroo-details-contributions-mid-state-charities; accessed on November 28, 2013. an urban & regional planning program report planning program an urban & regional

92 Promotion of Tourism, Events and Trails in Northeast Michigan MUSIC FESTIVALS: CASE STUDIES the amount of trash that may have be found OF WAKARUSA AND COACHELLA at one of these festivals, but incentivizes MUSIC FESTIVALS festival goers to recycle. Rather than By: Lukas Hagen finding ways to reduce the amount of trash generated by festival goers, Coachella usic festivals have been around founded “TRASHed: Art of Recycling” in for a long time, and continue to 2004, which saw 50 artists design 64 gallon Mgrow (Parker, 2013). Each summer, trash bins for the festival (Coachella, 2013b). a massive number of people, young and old, Coachella did find a good way to incentivize gather to camp out and enjoy their favorite recycling among participants by offering a bands. These music festivals have large free bottle of water for every 10 returnable impacts on their hosting communities, and for containers turned in at special stations the purpose of this paper I will compare the (Coachella, 2013b). environmental, social, and economic effects that Wakarusa Music festival has on Ozark, A further feature of the recycling efforts was Arkansas, and the Coachella Music Festival the Recyclosaurus Rex, a gigantic plastic- has on Indio, California. The purpose of this bottle eating, scrap-metal-made T-Rex essay is to provide the Northeast Michigan model, into the mouth of which festival goers Council of Governments (NEMCOG) with can throw their bottles. Once the mouth information about these types of events, if is full, the Recyclosaurus Rex tilts back its they should decide to host a similar event. head, tipping the bottles into collection bins located at its rear (Coachella, 2013b). The Environmental Impacts Energy Playground was created to draw The organizers of the Coachella Music attention to alternative energy creation Festival encourage visitors to their event to methods. Connected to the seesaws, giant partake in environmental sustainability in hamster wheels and other movement-based a number of ways. Carpooling, recycling, playground structures are generators, which innovative and creative energy generation are power charging stations and entire stages promoted on the festival’s official website with DJs (Coachella, 2013b). (Coachella, 2013b). Coachella has a long partnership with Global Inheritance, an Water use and sourcing has also become a organization dedicated to treating the planet topic at Coachella. Fourteen bars serving responsibly (Coachella, 2013b). Carpooling water were set up, staffed by scientists that is incentivized by VIP-for-life giveaways informed consumers about the sources of the to anyone that shows up to the festival water that was being served, which included in a vehicle carrying four or more people purified wastewater, desalinated ocean (Coachella, 2013b). water and glacier water (Coachella, 2013b).

The efforts outlined on the official website, Those in charge of Wakarusa, which takes school of planning, design and construction however, do not do very much to decrease place in Ozark, AR, every year, are much

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 93 more direct in their approach environmental themselves by bringing economic activity to sustainability by calling on attendees to “Just their host communities. In 2013, Coachella say No to trash” and claiming that “littering sold more than 160,000 passes, which includes everything” (Wakarusa Music grossed the festival a massive $50 million Festival, 2013). Participants are encouraged (Cox, 2013). Concerts and live shows have to bring non-disposable dishes and water made up for much of the money that used to bottles, and to use reusable water bottles be generated by album sales, and they require (Wakarusa Music Festival, 2013). spaces to host them (Parker, 2013). Coachella itself brought $254 million into the Indio Although Coachella has more elaborate region, with $90 million going to the city trash and recycling receptacles, Wakarusa itself, which sports a population of 79,000. has more of them, and they are much more Indio receives only 1% of each ticket sold, efficiency oriented than a Recyclosaurus 160,000 of which sell at $350, netting the Rex. Rather than having artists design the city a comfortable $500,000 (Anson, 2013). receptacles, the organizers of Wakarusa Visitors coming to Indio for the festival easily simply color coded 300 barrels (Wakarusa spend into the triple digits during their stays Music Festival, 2013). Furthermore, attendees (Anson, 2013). were strongly encouraged to clean up after leaving their campsites, return all of their The relationship seems to be mutually recyclables, and to avoid bringing glass bottles beneficial, as Goldenvoice, the parent for safety reasons, and because one cannot company of Coachella, have recently return a broken bottle (Wakarusa Music purchased 280 acres outside the City of Festival, 2013). Ridesharing is also strongly Indio, where the festival has been held (Stutz, encouraged, and the official website even 2012). This has not always been the case, as offers to connect people traveling from similar Goldenvoice threatened to move the festival regions (Wakarusa Music Festival, 2013). out of town after an amusement tax was proposed that would have cost the company Despite having become increasingly popular between $4 million and $6 million every year recently, music festivals, such as these, have (Stutz, 2012). The city ended up dropping the been known to generate extremely large proposal, and Coachella stayed (Cox, 2013). amounts of garbage and waste (Bain, 2013). The inconsistent labeling of garbage and However, not all looks rosy for the festival recycling bins at Coachella has confused circuit, as was seen in Europe in 2012, attendees in the past, and disposing of food when the market seemed to have reached waste and other biodegradable waste can be saturation (Parker, 2013). Festivals that had a problematic (Bain, 2013). long tradition were shutting down, although this could well have been due to the financial Economic Effects difficulties that the European Union itself Music festivals of the caliber of Coachella

an urban & regional planning program report planning program an urban & regional was discovering (Parker, 2013). Another and Wakarusa have made names for

94 Promotion of Tourism, Events and Trails in Northeast Michigan point of contention becomes the signing of $388,000 of it inside of Franklin County (Las big name bands, which becomes difficult Schneider, 2011). Pipeline makes a point of with the increasing number of festivals buying local materials and supplies for their (Parker, 2013). This does not appear to have mega event (Las Schneider, 2011). troubled Coachella, as the festival still sold Social Contributions out, despite lacking the usual megastar- Aside from their partnership with Global studded lineup that has become so closely Inheritance, Coachella Music Festival associated with the event (Cox, 2013). benefitted the Coachella Valley Community Franklin County, home of Wakarusa Music Trust, the Indio Teen Center, the Indio Festival, took a close look at the event’s Senior Center, the Silverlake Conservatory of actual economic impact, after tax revenue Music, the Painted Turtle, Martha’s Village seemed to show that it might actually be and the Desert Resource Center (Coachella, costing the county money (Las Schneider, 2013a). Wakarusa and Pipeline Productions 2011). Wakarusa’s economic impact would are planning on making several charitable be most felt by small businesses, but due to donations to agencies in the Franklin County irregular tax filing systems, this impact is hard area in 2011 (Las Schneider, 2011). Rohrbach to quantify or measure (Las Schneider, 2011). (2013) believes that the effects have reached County Judge Joe Powell believes that the into the local music scene itself, emboldening county actually lost money during the 2010 it. Furthermore, it has drawn people to rural hosting of the festival due to road repairs and Arkansas that would not otherwise come emergency staff pay that would otherwise not here, with the diversity of the acts drawing have been necessary (Las Schneider, 2011). in people of all kinds (Rohrbach, 2013). Pipeline Productions employed students from Conclusion the local vocational school to help with the Considering the information presented above, I set up for the event and then to dismantle the would recommend the NEMCOG to consider stages once the event ended, resulting in the hosting a music festival. Although it takes creation of 50 to 60 local jobs (Schleuss, 2011). a number of years for festivals to establish Despite the pushback the festival has themselves on a national basis like Coachella received on the county level, the businesses (Parker, 2013), there seems to be a lot of themselves are ecstatic about having the economic opportunity in hosting one. There privilege to host such an event (Las Schneider, does appear to be evidence that hosting such 2011). The data is there to support their festivals can put additional strain on municipal enthusiasm. Businesses have reported their budgets, but since the business community activity doubling during the time of the welcomed Wakarusa as warmly as it did, and festival (Schleuss, 2011). Pipeline Productions, considering the millions that were washed into organizer of Wakarusa, spend a total of Indio’s coffers, it does seem like an option well

$745,000 within the state of Arkansas in 2010, worth consideration. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 95 WORKS CITED

Anson, M.G. (2013). “Coachella Music Festival is the Rock Star of the Indio Economy.” California Economic Summit, April 22, 2013. Available at: http://www.caeconomy. org/reporting/entry/coachella-music-festival-is-the-rock-star-of-the-indio-economy; accessed on November 26, 2013.

Bain, K. (2013). “Trashed: Music Festivals are Environmental Disasters.” LA Weekly, July 11, 2013. Available at: http://www.laweekly.com/2013-07-11/music/music-festivals- sustainability-bonnaroo-lib/; accessed on November 20, 2013.

Cochella. (2013a). “2013 Charity.” Available at: http://www.coachella.com/festival-info/ charity; accessed on December 5, 2013.

Cochella. (2013b). “2013 Sustainability.” Available at: http://www.coachella.com/festival- info/sustainability; accessed on December 5, 2013.

Cochella. (2013c). “History of Sustainability at Coachella.” Available at: http://www. coachella.com/festival-info/sustainability/history; accessed on December 4, 2013.

Cox, R. (2013). “As Coachella Ages, the Festival Becomes Self-Sustaining.” Thomson Reuters, April 23, 2011. Available at: http://blogs.reuters.com/events/2013/04/23/as-coachella- ages-the-festival-becomes-self-sustaining/; accessed on December 1, 2013.

Las Schneider, C. (2011). “Economic Impact of Wakarusa Debated.” The City Wire, February 21, 2011. Available at: http://www.thecitywire.com/node/14652#.Upuij8RDuSo; accessed on November 30, 2013. an urban & regional planning program report planning program an urban & regional

96 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED (CONT.)

Parker, C. (2013). “The Economics of Music Festivals: Who’s Getting Rich, Who’s Going Broke?” LA Weekly, April 17, 2013. Available at: http://blogs.laweekly.com/westcoastsound/2013/04/ economics_of_music_festivals.php; accessed at November 27, 2013.

Rohrbach, J.M. (2013). “Tickets on Sale for Wakarusa Music & Camping Festival.”Arkansas Media Room, 2013. Arkansas Department of Parks & Tourism. Available at: http://www. arkansasmediaroom.com/news-releases/listings/display.aspx?id=2099; accessed on November 22, 2013.

Schleuss, J. (2011). “Businesses in Ozark Embrace Wakarusa Festival.” Arkansas Online, June 7, 2011. Available at: http://www.arkansasonline.com/news/2011/jun/07/businesses- ozark-embrace-wakarusa-festival/?print; accessed on November 28, 2013.

Stutz, C. (2012). “Study: Coachella Music Festival Brings $254 Million to Surrounding Area.” The Hollywood Reporter, October 29, 2012. Available at: http://www.hollywoodreporter. com/earshot/study-coachella-festival-brings-254-384200; accessed on November 30, 2013.

Wakarusa Music Festival. (2013). “Recycalusa.” Available at: http://www.wakarusa.com/ info/sustainability/; accessed on December 5, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 97 ECONOMIC POTENTIAL OF by way of tourism. Conversely, the region of FOOD CULTURE PROMOTION IN Northwest Michigan has a thriving tourism NORTHEAST MICHIGAN industry, in part, based on the cultivation By: Christian Savona and marketing of its fruit crop, namely cherries and grapes. Northwest Michigan o city perfects deep-dish pizza quite draws people from all over the country and like Chicago, IL. The same notion is perceived as a destination because of its Nholds true with Maryland and crab picturesque vineyards and wineries and cakes. Napa and Sonoma Valley’s vineyards events like the National Cherry Festival. and wineries, nestled in Northern California, Another area that attracts people as a result produce wines that rival those of Italy and of the promotion of its food culture is the France in quality and prestige. When one seeks state of Nebraska and its prominent beef to satisfy cravings for Cajun gumbo, they need industry. Those visiting or passing through look no further than the state of Louisiana. Nebraska make it a point to patronize the A stop to Geno’s or Pat’s for a cheesesteak state’s reputable top-level steakhouses. is a must, while visiting Philadelphia, PA. Therefore, this assessment is threefold. Even Milwaukee’s (WI) breweries are well First, it will examine the attractions and known among beer connoisseurs nationwide. deficiencies of the area in focus, Northeast Although these states, regions and cities Michigan. Second, the analysis will look attract people for a host of other reasons, at two prime examples of regions that food and dining are a major draw. Places can emphasize and promote their food culture: become destinations and thrive simply through Northwest Michigan and the state of emphasizing and promoting their food culture. Nebraska. Finally, ways in which Northeast Promotional events like festivals and tours Michigan can connect to and emulate these are organized to celebrate products and their areas in attracting visitors and driving meaning to the area. These food-centric tourist economic activity are determined. attractions appeal to people that may not have reason to visit otherwise and thus spur Outside of Michigan, the Northeast region economic activity. Over time, a sense of place is is relatively unknown and unheralded in fostered; the practice of exploring and sampling comparison with its westward neighbor. a region’s cherished foodstuff becomes an The eight counties that comprise the experience, elicits emotional responses, and area—Cheboygan, Presque Isle, Otsego, creates memories. Montmorency, Alpena, Crawford, Oscoda and Alcona—are mostly forested or An area that lacks a major tourist attraction, agricultural. Alpena, the region’s largest city, food-oriented or otherwise, is Northeast only contains 10,483 people as of the 2010 Michigan. There exists no major city, natural U.S. Census. Again, Northeast Michigan wonder or chief agricultural product that lacks a large city, natural resource or main

an urban & regional planning program report planning program an urban & regional significantly boosts the area economically

98 Promotion of Tourism, Events and Trails in Northeast Michigan food product that serves as a noteworthy cherries and grapes, has been a catalyst tourism attraction. Tourists to the region for economic development and attracting by and large consist of residents from other tourists. The area has become a destination parts of the state. They primarily take for people throughout the entire state and advantage of the bountiful deer population the Midwest in part because of the allure during Michigan’s hunting season. Rivers of such unique and delectable agricultural and streams, notably the Au Sable, are products. Growing conditions, including utilized for fishing, as well as activities like climate and precipitation, make the area ideal kayaking and boating. Other attractions for fruit production. Vineyards and wineries include the majestic lighthouses that dot in Northwest Michigan are one prime Lake Huron’s coast, as well as historic sites example of a food-oriented tourist attraction including the W.J. Beal Plantation and the that stimulates economic activity. Chateau Cheboygan Opera House. Chantal is situated on Old Mission Peninsula with impressive vistas overlooking Grand In terms of agriculture, there is no Traverse Bay and is perhaps Michigan’s most predominant crop grown and promoted famous winery. It offers wine tasting and in the Northeast region that serves as an houses an elegant bed-and-breakfast. attraction for outsiders. Only a few vineyards and wineries are sprinkled throughout the Other popular destinations include Two region, aptly nicknamed the “Sunrise Coast,” Lads Winery in Traverse City and L. but none have the acclaim and renown of Mawby Vineyards in Suttons Bay, located those in Northwest Michigan. Farming is on Leelanau Peninsula. These wineries, limited because “the area is composed largely among a multitude of other in Northwest of soils of very low agricultural value and Michigan, are of the highest quality in is at a further disadvantage because of the the entire Midwest and, therefore, attract shorter growing season” (Schaetzl, n.d.). curious visitors from near and far. Andrew Thus, it is nearly impossible for the region Putz, journalist for Wine & Food Magazine and to showcase and celebrate any crop on as Minnesota a native, claims after touring a large a scale as the Northwest area does number of the area’s wineries, “Michigan with cherries and grapes. In a bulk of the wine country, it turns out, is a secret haven” Northeast region, though, “livestock [mostly (Putz, 2010). The wineries in the Northwest cattle] is the major source of farm product region encompass a large percentage of the sales” (Schaetzl, n.d.). total amount of wineries in the state. They contribute in large part to a wine industry On the other hand, Northwest Michigan is that annually produces “nearly $790 million a testament to a region’s ability to attract of total economic value to the State of people through food culture. Years and years Michigan, [pays] more than $42 million in of emphasis on and promotion of the region’s state and local taxes in Michigan and an

most prominent crops, more specifically school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 99 additional $42 million in federal taxes and celebration of Northwest Michigan’s [accounts] for more than 5,000 jobs across most noteworthy crop that began in 1926, the state for a payroll of more than $190 is comprised of more than “[150] events, million” (Michigan Wines, 2013). including free air shows over the [Grand Traverse] Bay, a music concert series, wine A reason for the success of Northwest and culinary galas, an art fair, colorful Michigan wineries is due, in part, to parades and marching bands, sporting competition and in part to collaboration. events, rides on the midway [and] pie- As they are all located in the same region eating contests” (National Cherry Festival, relatively close to one another, they 2013a). Over that eight-day period, the event naturally compete for patrons. In terms of annually draws more than 500,000 attendees collaboration, they participate in wine tours from all around the state and Midwest. The among a number of the vineyards, aimed contributions to the region are substantial, primarily at wine aficionado tourists. In with “direct and indirect economic impact [. addition, these wineries could be considered . .] estimated at about $26 million annually, agglomeration economies, which are separate including 450 jobs (or $7.2 million in but comparable firms that obtain the benefit wages)” (National Cherry Festival, 2013b). of “cost savings that arise from spatial This economic impact is partly due to the proximity” (Leigh and Blakely, 2013). These superb performance of the National Cherry cost savings are increased and beneficial to Festival’s organizers in promoting the event. local economies—Northwest Michigan in this case—when firms are located within Word about the Festival is spread through close proximity to one another. The use of promotional material, including regionally similar resources, labor and technology occur and nationally distributed brochures; between these competing wineries. In sum, news releases; feature stories in national the Northwest region has taken advantage media; National Cherry Queen tours and of ideal growing conditions for grapes to appearances; interchange with other major nurture and promote wineries to the point festivals in the country; 60,000 Festival week that they are respected and held in high programs; Midwest media blitzes; highway regard across the country. billboards; and personal presentations” (National Cherry Festival, 2013a). The National Cherry Festival, held annually in Traverse City, is another prime model With the increasing interest in cherries, of a food-centric tourist attraction that product sales have boomed. Stores like The drives economic activity. The mission of the Cherry Republic, solely devoted to the fruit, event is “to celebrate and promote cherries, have opened around the state. They have community involvement, and the Grand spawned a line of cherry products, ranging Traverse region” (National Cherry Festival, from salsa and jelly to wine and candy. By

an urban & regional planning program report planning program an urban & regional 2013a). The Festival, an eight-day summer placing emphasis on and fiercely promoting

100 Promotion of Tourism, Events and Trails in Northeast Michigan the event around the state and Midwest, In conclusion, people will travel nearly the Grand Traverse region has ensured that anywhere to partake in a unique and the National Cherry Festival will remain a interesting food experience. Therein lies the tourist hotspot for the foreseeable future. economic potential in Northeast Michigan: if models like Northwest Michigan and the A third area that embraces and promotes state of Nebraska can be studied, drawn its food culture is the state of Nebraska and upon, and emulated, success can be found. its beef cattle industry. According to the A middle ground could be worked toward: Nebraska Beef Council, it is the state’s single The Northeast region does not have a largest industry and the engine that powers principal crop for which it is well known the state’s economy. The multiplied impact like the Northwest, but its most important of the $6.5 billion in cattle sales each year agricultural product is beef cattle, similar to is $12.1 billion. Cattle-related employment the state of Nebraska. Northeast Michigan means income for businesses up and down has the potential to expand and enhance its main street in towns and cities across the food culture by initiating heavy promotion state. In short, the beef cattle industry has an to the rest of the state and Midwest and unmistakable impact on other economies in becoming a hub for beef cattle. Traverse Nebraska” (Nebraska Beef Council, 2010). City is the most populous city in Northwest The state has taken advantage of its ideal Michigan, but it is only larger than Alpena, conditions for raising beef cattle and has Northeast Michigan’s largest city, by about capitalized economically. Additionally, even 4,000 people. If a city so small could organize with most of the state dependent on one and pull off an event as grand as the National industry, the unemployment rate still only Cherry Festival, why couldn’t a similar event hovers just under 4% (3.9). Nationwide, be replicated elsewhere? “Nebraska” and “beef” are synonymous. One way to attract tourists and prompt Omaha Beef is one of the country’s most economic activity in Northeast Michigan prominent vendors of the product. Misty’s could be to take bits of both approaches Steakhouse in Lincoln is highly esteemed and and establish a large festival to celebrate the recommended to visitors, as is The Drover region’s beef cattle food culture. The festival in Omaha. Of the well-regarded Omaha could feature events similar to those within eatery, K.C. Dermody of Yahoo! News states, the National Cherry Festival: Concerts, “People come for miles for a taste of The auctions, parades and marching bands, Drover’s Whiskey Steak” (Dermody, 2012). among others. Also emphasized could be Nebraska’s beef cattle industry promotion the selling of beef products, similar to the furthers the idea that food can serve as an marketing of independent cherry product economic driver and attraction. stores. Promotion for the event could also be similar to that of the Cherry Festival: school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 101 News releases, distributed brochures, media the Northeast region, albeit on a smaller blitzes or highway billboards. It is critical scale, if they are honed in on and perfected those in a position to cause change realize according to the ability of the region. The that Northeast Michigan, despite all of its method of emphasizing and promoting a natural beauty and other attractions, still regional foodstuff to draw tourists and thus has its limitations—smaller population, for spur economic activity could certainly be one—of which should be acknowledged. replicated in Northeast Michigan. These ideas could be implemented in

WORKS CITED

Dermody, K.C. (2012). “Top 10 Things to Do in Omaha, Nebraska, for College World Series Fans.” Yahoo! News, June 15, 2012. Avaialble at: http://news.yahoo.com/top-10-things-omaha- nebraska-college-world-series-173800371-ncaabb.html; accessed on December 3, 2013.

Leigh, N.G., and E.J. Blakely. (2013). “Planning Local Economic Development: Theory and Practice, 5th ed.” Thousand Oaks, CA: Sage Publications.

Michigan Wines. (2013). “About the Michigan Wine Industry.” Michigan Grape & Wine Industry Council, 2013. Available at: http://www.michiganwines.com/about#sthash. HsoCvL2M.dpbs; accessed on December 3, 2013.

National Cherry Festival. (2013a). “Facts about the National Cherry Festival.” About the Festival, 2013. Available at: http://www.cherryfestival.org/about-the-festival; accessed on December 3, 2013.

National Cherry Festival. (2013b). “National Cherry Festival 2014 Sponsorship.” About the Festival, 2013. Available at: http://www.cherryfestival.org/sponsorship; accessed on December 3, 2013.

Nebraska Beef Council. (2013). “State/National Facts.” Nebraska Beef Council, 2010. Available at: http://www.nebeef.org/statenationalfacts.aspx; accessed on December 3, 2013.

Putz, A. (2010). “Michigan: In Defense of B-List Wine Country.” Food & Wine Magazine, May 2010. Available at: http://www.foodandwine.com/articles/michigan-in-defense-of-b-list- wine-country; accessed on December 3, 2013.

Schaetzl, R. (No Date). “Agricultural Regions.” Department of Geography, Michigan State University, East Lansing, MI. Available at: http://web2.geo.msu.edu/geogmich/ag_ regions.html; accessed on December 3, 2013. an urban & regional planning program report planning program an urban & regional

102 Promotion of Tourism, Events and Trails in Northeast Michigan ICE AND SNOW FESTIVAL population, such as the 100,000 students in FOR CHEBOYGAN COUNTY Michigan. Students are normally between ECONOMIC DEVELOPMENT the age of 18 and 26 so it would be a new By: Binyu Wang demographic to attract to the area.

ourism as an important market has Why Tourism? emerged during the 20th century Starting in the early 20th century, most of Tafter growth in gross domestic the countries in the world entered into product (GDP) worldwide. More and more a wealthier period. World GDP rapidly money is spent on tourism each year, which increased from 7,000 U.S. dollars in 2000 also represents tourism stimulated local into 12,000 US dollars in 2011. This increase economic development. This promotes provides more money for people to use on a cycle between tourism and economic entertainment. According to the United development, with visitor spending causing Nations World Tourism Organization more economic development to occur in the (UNWTO), international arrivals worldwide area. As a result, residents will have reasons had more than doubled since 1990, rising to invest in the tourism industry to create from 435 million to 675 million in 2000, jobs and bring profits. and hit one billion by the end of 2012 (UNWTO Tourism Trends and Marketing One very popular tourism attraction in Strategies Programme, 2012). This dramatic China is the Ice and Snow Festival in Harbin, increase did not stop after 2012, an extra rd which can be traced to the 1996 3 Asian 12 million people spent money on tourism Winter Games. Harbin turns its very low in the first four months of 2013 based on winter temperatures into a positive aspect UNWTO reports and “International tourist to attract tourists, and the festival is a good arrivals grew by 5% during the first half of attraction for cold weather. The Ice and 2013 compared to the same period of 2012, Snow Festival has become a sign of Harbin, reaching almost 500 million” (UNWTO bring a lot of tourists to the city as well. The Tourism Trends and Marketing Strategies two- month festival accounts for at least 10% Programme, 2013). of the tourism market for the whole year of the Harbin tourism industry. The trend of the whole world showed the importance of tourism and also proves how Cheboygan County has a similar location large the economic impact could be due to and weather as Harbin and the vacant land spending from tourists. Millions of people needed for a winter festival. Adults who are may spend money in regions, countries between the age of 25 and 44 with some and internationally that not only bring in college education are the targeted population money to each area but also stimulate the for the festival in Harbin. However, economic development in the area. The Cheboygan County may target a different school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 103 same situation could be found in the United including direct, indirect and induced States, “travel and tourism generated a total employment. The generated jobs occupied impact of $1.3 trillion of the United States’ 10.3% of employment in the United States GDP in 2011” (WTTC, 2012). Between 1990 in 2011, while financial services were the to 2011, U.S. GDP expanded 75% for the highest industry that created about 20% travel and tourism direct industry, while employment (WTTC, 2012). When counting the total GDP increased only 66%. This direct jobs created by sector, travel and could well illustrate how fast the tourism tourism directly generated jobs are much industry changed when compared with other higher than in all industries. It offered sectors. The rate of tourism industry growth nearly seven times more direct jobs than the after 2009 places the industry in the top 3 automotive manufacturing industry and the nationally, after automotive manufacturing same number of jobs as the financial services and communication services. The total sector that had doubled created jobs in the contribution to GDP of travel and tourism United States. increased from around $900 billion in 2000 Travel and tourism industry shared to almost $1350 billion (1.5 times than 2000) employment a lot as well. The industry in 2012. Although the financial crisis of 2008 shared about 10% of its jobs covering direct affected the tourism industry, the drop was and indirect employment, while the top job about $100 billion, which was not so large creating industry (financial service) had to destroy the whole industry as there was 20% of the sharing employment. Half of more than $1000 billion contribution to GDP the jobs generated by the tourism industry per year before 2008. The total US GDP was were shared with other industries, and the about $15000 billion in 2012, which means number of direct sharing employment is the the GDP conducted from tourism industry same as financial service in 2011. Based on the accounted for 9% of the total GDP. number of direct job created and the direct The World Travel and Tourism Council sharing jobs, it is evident that tourism will (WTTC) mentioned that: quickly generate new jobs. Moreover, other industries will benefit from the increase in Nearly 260 million jobs worldwide are tourism because of the large percentage of supported by Travel & Tourism – either direct sharing employment. directly in the industry or in related sectors. And these jobs are vital not only Why an Ice and Snow Festival? for the livelihoods of those employed, In 1996, the 3rd Asian Winter Games was but also for their families and the wider held in Harbin, China. This provided Harbin communities in host destinations.” the opportunity to discover the ice lantern (WTTC, 2011) and snow sculpture market during winter. The number of visitors during the festival The WTTC reported that the tourism

an urban & regional planning program report planning program an urban & regional increased every year and the profit grew as industry created 14.3 million jobs in 2011

104 Promotion of Tourism, Events and Trails in Northeast Michigan well. In recent years, there were at least two and Xu, 2013). The tourists coming for the million tourists visiting the festival each year Ice and Snow Festival accounted for only especially during the winter festival opening 6.3% of total tourism in 2002 but it increased (Zhang, 2012). to almost 10% in 2011.

The 3rd Asian Winter Games for the first There are more than 100 activities held time brought the skiing market into Harbin. during the festival in several places, and The Yabuli Ski Resort was the sign of the the biggest three places are Ice and Snow skiing market starting. Even though there World, Sun Island and Zhaolin Park. These were only 200 visitors to the resort in 1996 attractions display different visions of ice after the Games, the number increased to and snow. “Ice and Snow World boasts the several millions in 2004, while 78 ski resorts large-scale ice-now landscape, abundant opened in Harbin. In 2001, the Ice Festival ice-snow entertainment programs and was merged with Heilongjiang International breathtaking night view during the festival” Ski Festival and got its new formal name, (Fabiowzgogo, 2013). The entertainment the China Harbin International Ice and programs include climbing solid ice walls, Snow Sculpture Festival. Therefore, the real playing ice peg-top, dog sledding, ice slides, movement happened in 2001 after the festival walking through an ice maze and drinking was formalized. The number of tourists beer in an ice house. Sun Island presents initially was about 10 million and it reached many snow sculptures, while Ice and Snow 30 million, which had tripled the number World focuses on using ice to show the art between 2000 and 2008. Over the same and making amazing ice activities. Zhaolin period, the income of the tourist industry Park holds the world’s largest outdoor ice had grown from 50 billion yuan to 250 lantern show. The whole park is lit up by billion yuan. Although the number of traveler multicolored ice lanterns and thousands of rose after 1996, the rate of increase slowed as scenic spots are exhibited. Moreover, there numbers of visitors grew (Zhang, 2012). were at least two ski resorts around these three popular places. Since the Chinese Spring Festival is usually in January and February, depending on More and more related activities designed for Chinese lunar calendar, the longest winter locals and international businesses followed vacation is normally in these two months. the large numbers of tourists visiting Harbin. Therefore, the large market for travelling to For example, ice and snow group weddings, the Harbin Ice and Snow Festival should which offer a special chance to get married focus on these two months. There were in the snow and ice; conferences for national 760,000 tourists at the festival in 2002 and international businesses and Chinese and the number doubled in 2006. In 2011, winter sports goods exhibitions (Zhang, there were about 2.7 million travelers at the 2012). In 2008, the festival worked together

festival during January and February (Wang with Disney and used 20 thousand cubic school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 105 meters of ice and 10 thousand cubic meters better water resources. There are three lakes of snow to build up an ice and snow Disney in the county that are Burt Lake, Mullett World. All of these activities will open a Lake and Black Lake. Lake Huron surrounds much bigger market to introduce Harbin the north part of Cheboygan County. In to the world stage. Then, the Ice and Snow general there are more natural resource in Festival will not only be a festival but also Cheboygan County than Harbin. a place to bring various markets into China Available Land: The Snow and Ice World, and build up market channels between which is one of the three main places, covers China and the world. more than 600,000 square meters (about 150 Could it Apply to acres). Then, the total of the festival should Cheboygan County? be around 500 acres. There are 63 areas First of all Cheboygan County and Harbin matching this requirement out of 23669, have the similar climate and location. These with the final result from ArcGIS of 39 land make the natural environment possible selections that could be used. for Cheboygan County to hold an Ice Population: According to “Study on the and Snow Festival. There are mainly four Tourist Market of Harbin Ice and Snow reasons covering location, weather, natural Tourism”, the most people visited the festival environment, available land and local in Harbin are aged between 25 and 44, and population groups. the majority of the visitors at least have an Location: The latitude of Harbin is associate degree. (Na, 2012) This is a little spanning 44° 04’-46° 40’N, while Cheboygan harder to apply in Cheboygan County. First of County is around 45° N. This could make all, locals may not be interested in going to the sure these two places have similar weather festival every year. As a result, the customers and may have similar environment. should be aimed for group that do not live in Michigan for a long time. Then, the best group Weather: Although the lowest temperature should be the 100,000 college students in the in Harbin is -31° F compared to 11° F in universities and colleges in the state who are Cheboygan County, the weather is cold between the age of 18 and 26. enough during winter in Cheboygan County to keep ice frozen and snow maintained. Based on the weather, the most reliable There are enough days for holding the Ice months to hold the festival in Cheboygan and Snow Festival in Cheboygan County County are January and February. There is with at least two months’ low temperature. no break, however, in these two months for students. Therefore, the Ice and Snow Festival Natural Environment: Part of the festival in Cheboygan County could be designed as a in Harbin is held on the frozen Songhua two-day trip to fit students’ schedule. River, but Cheboygan County has much an urban & regional planning program report planning program an urban & regional

106 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

ColorMute. (2010). “Harbin Snow and Ice Festival.” ColorMute RSS, March 2, 2010. Available at: http://colormute.com/harbin-snow-and-ice-festival/; accessed December 4, 2014.

Fabiowzgogo. (2013). “Harbin Ice and Snow Festival.” ChinaTravel.com, November 25, 2013. Available at: http://www.chinatravel.com/facts/harbin-ice-and-snow-festival.htm; accessed on December 4, 2014.

Na, S. (2012). “Study on the Tourist Market of Harbin Ice and Snow Tourism.” Territory & Natural Resources Study. China Academic Journal Electronic Publishing House, April 9, 2012: 73–75. Accessed on December 4, 2013.

UNWTO Tourism Trends and Marketing Strategies Programme. (2012). “UNWTO World Tourism Barometer.” Volume 10, UNWTO World Tourism Organization. Available at: http://mkt.unwto.org/en/barometer; accessed on December 4, 2013.

UNWTO Tourism Trends and Marketing Strategies Programme. (2013). “UNWTO World Tourism Barometer.” Volume 11, UNWTO World Tourism Organization. Available at: http://mkt.unwto.org/en/barometer; accessed on December 4, 2013.

Wang, S., and C. Xu. (2013). “The Relationship between Urbanization and Ice and Snow Tourism in Harbin.” Foreign Trade and Economic 9: 75–77. Accessed on December 4, 2013.

World Travel & Tourism Council (WTTC). (2011). “Travel & Tourism 2011.” Available at: http://www.wttc.org/site_media/uploads/downloads/traveltourism2011.pdf; accessed on December 4, 2013.

World Travel & Tourism Council (WTTC). (2012). “Benchmarking Travel & Tourism in the United States.” Available at: http://www.wttc.org/site_media/uploads/downloads/ WTTC_Sectors_-_US.pdf; accessed on December 4, 2013.

Zhang, Z. (2012). “Research on the Development of Harbin’s Ice and Snow Tourism in ‘Post- Winter-Universiade’ Era.” Master’s Thesis from Harbin Normal University, China. Accessed on December 4, 2013. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 107 an urban & regional planning program report planning program an urban & regional

108 Promotion of Tourism, Events and Trails in Northeast Michigan Part 4: Economic and Tourism Development

ECONOMIC ANALYSIS OF turn, develop an appropriate brand that will CHEBOYGAN COUNTY bring increased economic activity to the area. By: Mike Halfen Cheboygan County got its start in early usinesses, whether they be selling history due to its unique geographical a product, a service or in our case location along with its proximity to local Ba place, must create an effective trade and transportation networks via brand to accompany their product in order the Cheboygan River. These networks to ensure a successful and prosperous were utilized by the local Ottawa and lifecycle of that product. Branding, defined as Chippewa Indians in the area (Cheboygan the name, term, design, symbol or any other County Chamber of Commerce, 2013). As feature that identifies one’s seller’s product immigration to the United States continued distinct from those of all other sellers, is an to increase, Cheboygan County offered area of marketing and advertising that many settlers a comfortable area to reside and the take for granted or simply do not notice opportunity to make a decent living in the taking place (Cohen, 2011). Branding is a way booming lumbering and fishing businesses of for businesses to show potential consumers the late 1800’s. how their product is more valuable than White pine, which Cheboygan County lay products similar to it and gives businesses amongst, was the most demanded type of the opportunity to showcase their product in lumber at the time, due to its high strength a way that people will remember. and long lasting durability. The lumber Cheboygan County, located in the north- produced here was vast, and considering eastern portion of Michigan, is an area that that much of the usable lumber eastward had is has the opportunity to grow and would be already been exhausted, this lumber would positively affected by additional promotion be shipped to the rapidly expanding west. and visibility. Cheboygan County offers The once sleepy north took off, and when consumers a multitude of attractive qualities the river was dredged in the early 1870’s and that set it apart from the rest of the state. became easier to navigate, lumber could easily However, a large amount of individuals are be shipped out of the Port of Cheboygan. unfamiliar with the area, so these redeeming Cheboygan’s population peaked in the mid qualities are largely unknown to many. 1890’s, and soon after began to dwindle as the By studying the factors that make up the supply of lumber ran out (Cheboygan County County’s economic profile (tourism, local Chamber of Commerce, 2013). business opportunities, transportation, While Cheboygan has not yet regained marketing, etc.), we will be able to identify prominence to the days of the lumber boom, the benefits that Cheboygan County’s companion industries can be seen in the area, branding strategy can look to enhance and, in school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 109 such as paper making and manufacturing. A immediate access to the Upper Peninsula via pivotal time in Cheboygan County history the Mackinaw Bridge, the county is able to was made in 1945 when an article of the attract many of those seeking to explore the Saturday Evening Post quoted Cheboygan highly regarded natural areas in the state. as being the “Town that Refused to Die” The County itself has more than 400 miles (Cheboygan County Chamber of Commerce, of recreational trails, used for hiking in the 2013). If the residents of Cheboygan County summer months, and for snowmobiling in the want to live up to this phrase and even move winter months (Cheboygan County, 2013). past it, an overhaul of their current branding However, Cheboygan County, even with strategy must take place. But first, in order its positive qualities, is ranked 60th out of to understand how to do this, we must 83 counties in the state of Michigan for first look at the County’s current branding total economic output (Cheboygan County, strategies and attempts at creating an 2013). With this ranking, it is evident that identity for itself. Cheboygan County has little diversity in Economic Analysis its economic profile and that, in order to Presently, Cheboygan County is home become a major economic force in the state of to more than 25,000 residents. With its Michigan, it must branch out to new forms median family income of just over $45,000, of potential revenue. To better understand Cheboygan County sits well under the where Cheboygan County could potentially national average of $52,000 (U.S. Census increase their economic gains, we must first Bureau, 2012). With no major city or obvious analyze the various spheres of the County’s main attracting force within county borders, economic profile. After doing such, best Cheboygan County has long relied on its practice techniques will be utilized to show natural surroundings, beautiful scenery, and how other counties in the nation create a laid back attitude as a means of attracting strong and supportive economic profile, tourists to the area and to build its economy using practices that are not out of reach for upon. As early as 1876, the area was said to Cheboygan County to use. Let us begin by be the ideal location to help alleviate the first understanding Cheboygan County’s conditions of consumption, asthma, chronic transportation network and accessibility. disease, general debility, and overworked Cheboygan County has two major highways professional businessmen (Cheboygan running directly through it, I–75 and US–23. County Chamber of Commerce, 2013). Along with this, there is one major port and Today, tourism, along with the various small airfields spread throughout manufacturing and service industries, all the county. Although there are no rail play vital roles in the local economy and are lines that exist in the County, there are the three largest producers of income for the clearly various ways to travel to and from

an urban & regional planning program report planning program an urban & regional county (U.S. Census Bureau, 2012). With its the Cheboygan area. With this in mind,

110 Promotion of Tourism, Events and Trails in Northeast Michigan Cheboygan County can take advantage of for a fun day trip not spent in an automobile. its easily accessible area and to even make Regardless of whether Cheboygan decided to transportation an attraction for potential put this idea into practice, there is potential consumers. For example, the County already to expand and diversify its economic profile has in place a ferry system that takes visitors and to create a new brand for the area using from the major port, located in Cheboygan, already in place transportation networks and to Bois Blanc Island. The island features accessing attractions in the immediate area. preserved lands and hiking trails for visitors Along with transportation, higher education to behold and take advantage of. However, is another branch of Cheboygan’s economic if Cheboygan County really wanted to profile in which they can take advantage of utilize its accessibility to the Great Lakes, an and market a new brand with. increase and expansion of the current ferry There are two colleges located in Cheboygan system would need to take place, targeting County, Northwestern Michigan College a greater amount of attractions in the and North Central Michigan College. These immediate area. two schools have an enrollment of 4,500 and For example, Hawaii, being a chain of small 3,000 students, respectively (U.S. Census islands, has an extensive ferry system that Bureau, 2012). Along with this, Cheboygan stretches to even the farthest island of County also offers its citizens a variety of Ni’ihau (Fry, 2009). With this ferry service, different trade and vocational schools to help citizens are able to travel from island to continue higher education in the area. With island at a nominal fee. To further this, only 8.7% of people in the County having Hawaii also capitalized on its tourism sector at least a bachelor’s degree; however, it’s by allowing specialty Hawaiian island cruise obvious that Cheboygan County can do more voyages to travel around all of the islands in to help retain educated people within its Hawaii. This lets visitors explore the entirety borders (U.S. Census Bureau, 2012). of the state and allows them to spend money With the increase in education efforts, on all of the Hawaiian Islands. Clearly, Cheboygan would be able to gain potential Cheboygan and Hawaii are two completely economic revenue in multiple ways. For different places, but regardless, there is a example, if Cheboygan County made a push lesson to be learned. to get more of its citizens enrolled in their If Cheboygan can expand its current ferry schools, they would be able to collected system to reach other popular destinations in more taxes from those schools. Along with the area (the southern Upper Peninsula, for this, these same people would be spending example) a wider variety of consumers could more of their money locally on things, such be reached. This includes ferry enthusiasts, as textbooks, stationary equipment, coffee citizens of the U.P. looking for a ride home, before class, etc., all of which would go back

and even local Cheboygan citizens looking into the County’s bank account through school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 111 tax collection. Additionally, having a more who do live within the Cheboygan County educated work force would increase the borders are challenged to find jobs in which likelihood that white collar jobs would they are qualified for, and that’s because move into the area that, in turn, would there aren’t many in the area to begin with. bring even more revenue into the county. An If Cheboygan County wants to remedy this obstacle to this goal would be the challenge issue, they need to find their “niche” in the of attracting students to the area. A way marketplace, meaning they need to be able for Cheboygan County to combat this is to find professional services that are unique to offer programs that are tailored to what to that area and that provide employment to major employers in the area are seeking, or qualified candidates. even to offer a discount to those that enroll For example, Silicon Valley is known for in classes in Cheboygan County colleges its vast amounts of high-tech and IT firms that are from that County. Although these located throughout that area. Silicon Valley, suggestions are limited, it is a good starting with major help coming from Stanford spot for Cheboygan County. In order to University, made a bold effort to develop an create a new brand for the County, having a industry that fit that area and to build the base of educated workers is a must. And in workforce to support the demand for those order to hire these newly educated workers, services. Obviously there are differences there needs to be local businesses willing to between Silicon Valley and Cheboygan support it. County, but nonetheless, Cheboygan County Local Businesses are what drive local has the ability to do create a niche just as economies, and in the case of Cheboygan Silicon Valley did. In order to accomplish County, there are few major businesses. this goal, Cheboygan County needs to look The top three employers in Cheboygan at its assets, such as the quality of life, the County are Cheboygan Memorial Hospital, outdoor environment, the lake shore, etc. Vital Care Inc., and Wal-Mart (Cheboygan With these assets are opportunities to grow County, 2013). Of the top 10 major professional services around, like a Great employers in the area, only three require Lakes research facility, for example. By skills attained at higher levels of education focusing on their assets, the area presents (Cheboygan County, 2013). Seeing that not itself as unique and shows professional many professional services are offered in services that Cheboygan County is serious Cheboygan County, it negatively affects their in its efforts to attract new businesses. With brand. This is because professional services, a larger amount of professional services such as engineering firms, law firms or even being offered in the area, Cheboygan County private urban planning firms, do not want has the ability to not only increase their to locate themselves in an area where they tax revenue, but to also positively brand cannot hire qualified people to do the work. themselves as a place that professionals an urban & regional planning program report planning program an urban & regional In addition to this, the qualified people can flock to in order to find a valuable

112 Promotion of Tourism, Events and Trails in Northeast Michigan career. In any case, Cheboygan County aspects on which Cheboygan County can has the potential to become a big presence enhance, but are areas that can be seen as in Michigan and the potential to brand having enormous potential to grow. With a themselves in an entirely different fashion. more diverse economic profile, Cheboygan County would be able to see its marketability Conclusion rise significantly, and would be able to cater As it currently stands, the brand and general to a greater variety of groups of people; marketing strategy of Cheboygan County is including professionals, students, additional one that has the ability to grow. By analyzing tourist groups, etc. With the enhancement the County’s current economic profile, it is and retrofitting of these added sectors, clear that Cheboygan has the potential to Cheboygan County has the ability to change increase its revenue sources, which would their brand to a place for not only tourists to ultimately lead to additional economic gains. visit, but a destination for higher education As it stands, the County relies in large part and a place for employment of professionals. on its tourism and manufacturing sectors to Although it may be a huge undertaking, bring in revenue. By enhancing other aspects Cheboygan County would be able to become of the County’s economic profile, including a major economic force in the State of its transportation network, higher education Michigan and would be ensured economic programs, and local business outreach, the prosperity and security for the future. County has the opportunity to diversify its economic profile. These are not the only

WORKS CITED

Cheboygan Area Chamber of Commerce. (2013). “Cheboygan Life: Local History.” Cheboygan Chamber of Commerce, 2011. Available at: http://www.cheboygan.com/ cheboygan/local-history/.

Cheboygan County. (2013). “Economic Profile – Cheboygan County. Available at: http://is0. gaslightmedia.com/northernlakeseconomicalliance/_ORIGINAL_/fs64-1380038122-77177.pdf.

Cohen, H. (2011). “30 Branding Definitions.” Heidi Cohen, Actionable Marketing Guide, August 8, 2011. Available at: http://heidicohen.com/30-branding-definitions/.

Fry, K. (2009). “Ferries in Hawaii.” Hawaii for Visitors: Hawaii Travel Guide by Kathie Fry. Available at: http://www.hawaiiforvisitors.com/transportation/ferries.htm.

U.S. Census Bureau. (2012). “American Community Survey.” American Fact Finder, U.S. Census Bureau, U.S. Department of Commerce, Washington, DC. Available at: http:// factfinder2.census.gov/faces/nav/jsf/pages/searchresults.xhtml?refresh=t. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 113 RAILROAD TOURISM FEASIBILITY is currently provided within the North STUDY: NORTHEAST MICHIGAN Region because of its largely undeveloped By: Elisha DeFrain and sparsely populated land. To its benefit, the region includes extensive lake shores he Northeast Michigan Council on both Lake Michigan and Lake Huron; of Governments (NEMCOG) was consequently tourism is a major driver for Tformed in 1968 under Public Act local community economies within this 281 of 1945 with the mission to provide region. This paper will focus on the potential comprehensive planning, community for passenger rail and in Northeast Michigan and economic development, and service and the economic benefits of implementing coordination for their region, which includes intermodal transportation options in the area. Alcona, Alpena, Cheboygan, Crawford, Montmorency, Oscoda, Otsego and Presque Existing Transportation Assets Isle counties. Although the northern region A large number of inactive rail lines in of the state is limited in its transportation Northeast Michigan have been transformed options, NEMCOG has developed a variety into non-motorized trails for bicycling, of transportation plans and projects ranging hiking, horseback riding and even from road, transit, non-motorized, rail, snowmobiling. The repurposing of unused marine, and airport plans. However, the shift infrastructure has had a tremendous impact from industrial practices, such as lumbering, on the quality of life for residents in the cement making and mining, towards more region. There are a few rail lines throughout recreational and tourism activity has left the NEMCOG region that are still active. some areas with abandoned infrastructure When looking at the National Functional once used to carry freight. Classification maps produced by the Michigan Department of Transportation, The North Region is served by four rail it is evident by the number of rail lines, lines that extend to Manistee, Traverse particularly through Alpena and Alcona City, Petoskey, Gaylord and Alpena from County, that railroad was once a tremendous the southern part of Michigan All of these asset for the region. The counties Alcona are operated by short-line railroads, and and Alpena in particular have a rail line two of these lines are state-owned (the line along their edge, bordering Lake Huron terminating at Traverse City and Petoskey and paralleling US–23. Stakeholders of and operated by the Great Lakes Central Michigan’s Northeast region have put (GLC), and the line operated by the Lake much effort in using US–23 as a tourist and State Railroad (LS) that terminates in recreational treasure for the state. Gaylord). Although all of these lines have relatively low volumes of freight traffic, they The US–23 Heritage Route has been largely are critical components of the economy of recognized and won numerous awards, such

an urban & regional planning program report planning program an urban & regional the region. No direct passenger rail service as “Innovation Award” and the “Trailblazers

114 Promotion of Tourism, Events and Trails in Northeast Michigan Award” from the National Association of could have a considerable effect on Northeast Development Organizations (NADO). This Michigan’s economic growth. The Michigan was done by using the geographical location Department of Transportation’s (MDOT) to the regions benefit, and working together State Rail Plan notes that the availability of rail to captivate visitors and residents alike. The transportation supports significant efficiencies same ingenuity could be applied to the rail for Michigan’s population and businesses line to produce a similar, yet unique take on (MDOT, 2011). For many commodity transportation planning. shipments and individual passenger-trip purposes, rail is far more efficient in terms of Active Rail Lines in travel time and cost advantages than other Northeast Michigan alternatives. While rail accounts for only a The North Region is served by four rail small share of Northeast Michigan’s overall lines all of which are operated by short-line transportation system, the region has a railroads, and two of these lines are state- significant economic stake in preserving and owned (the line terminating at Traverse City enhancing its rail network and services. and Petoskey and operated by the Great Lakes Central (GLC)). The active rail line Potential for Railroad Tourism that exists within NEMCOG region that The success of the US–23 marketing runs along Alcona and Alpena County are campaign was an example of the region’s owned and operated by Lake State Railway substantial tourist base. Despite this Company. Lake State Railway Company accomplishment, tourism marketing in the (LSRC) is a Michigan-based progressive United States is undergoing significant short-line railroad that has been active since change. Competition for visitors is 1992. The LSRC’s approximate 300 miles of intensifying between businesses, towns, track run from Flint through its headquarters states and countries. Regions are aiming to in Saginaw, up to Gaylord and Alpena. grow and return greater economic benefits in order to give their visitors a great and Implementation of passenger rail service in the rare reason to visit. It’s now about creating Northeast Region was consistently identified a story and a unique experience unlike any as a top priority through the Michigan surrounding region. State Rail Plan public outreach effort by the Michigan Department of Transportation. Many elements go into developing a Supporters argue that regular passenger rail successful tourism marketing strategy, which service would provide a substantial benefit means NEMCOG’s already established to the region by providing transportation marketing campaign for the eastern coastline alternatives for visitors and residents. Using will have much purpose here. Collaboration the unique location of coastline rail not only with the Lake State Railroad Company as an alternative transportation option for to incorporate passenger rail along this

residents, but also as a tourist excursion, coastlines already existing tracks could school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 115 add an element of creativity to NEMCOG’s Depot, built in April 1904. This is home to US–23 Heritage Route. The company has one the most unique collection of logging announced publicly that they provide access locomotives in the world. to LSRC’s right of way with approval of the Since 1994, the Adirondack Railway property administrator. This process simply Preservation Society has returned nearly 80 requires the applicant provide the following miles of track to passenger service, acquired information: 1) Contact information of party and refurbished enough equipment to requesting authorization (name, address, provide comfortable, safe, regular seasonal phone, fax and email address); 2) person service, beginning in April and continuing authorized to sign agreement; 3) date of December, that carries more than one million proposed project; 4) location of project— tourists and community members through include railroad mile marker or the crossings the mountain terrains in remote areas of the that the project is between; 5) scope of Adirondacks; all with minimal impact on project—working on the right-of-way for the environment. Even Owosso, Michigan any reason, such as overhead wires and is home to the original “Polar Express” that digging; 6) drawing of proposed project; draws thousands every year for its historical 7) name and phone number of person in value and charm. Northeast Michigan has charge, while on the job site; and 8) pertinent the infrastructure necessary for a railway certificate of insurance. attraction and a spectacular geographical Alpena is at the end of the rail line, and Lake location for such a project. State Railroad has only one inbound and one Intermodal Connectivity outbound train per day, Monday through An ease in transfer between numerous modes Saturday. This leaves a large amount of time of transportation in Northeast Michigan for a passenger train to travel along the coast could be an enormous draw for residents of both Alpena and Alcona. If the potential and visitors. The Michigan State Rail Plan of the project is realized by residents and notes that intermodal freight transport leaders in Northeast Michigan, there is involves the transportation of freight in definite opportunity for this to become an a container or vehicle that uses multiple extraordinary tourist attraction. modes of transportation (rail, ship, and There are a number of tourist railroads across truck) without any handling of the freight the country that have proven to bring large itself when changing modes. The region amounts of revenue to the area in which they also must consider intermodal connectivity are located. Mount Rainier Scenic Railroad in terms of passenger rail. Because of the is located in the village of Elbe, WA, which difficulty in sustains a form of public was once a thriving lumbering town. The transportation in the region, there is limited train’s newly built depot and gift shop stand modes of transport beyond the automobile,

an urban & regional planning program report planning program an urban & regional on the site of the original Tacoma Eastern particularly during the winter months.

116 Promotion of Tourism, Events and Trails in Northeast Michigan Providing this alternative would encourage area, access to several small towns, multi-modal transport and provide a lot of numerous lakes and rivers, private camps flexibility for residents and tourists as they and cottages, to create a scenic rail route travel throughout the region year-round. It for tourist. Ontario noted a substantial is crucial that all individuals are provided economic advantages for communities in the access to essential destinations for all corridor in the form of tourist spending on residents, particularly the transit dependent accommodations, food and related services. population that includes low-income, For many tourism providers (lodges and elderly, and people with disabilities. outfitters) and communities, the passenger train was essential to their livelihood as many Expected Benefits of a Tourist Train of the region’s tourism products are only When analyzing the already existing accessible by the rail line. By tapping into infrastructure, historical value, and incredible and expanding on already existing recourses geographical location, it is evident that throughout Northeast Michigan, the Region Northeast Michigan will experience a could experience notable benefits. positive outcome a result of a tourist railroad. Not only is economic growth likely to occur, Conclusion but the quality of life for residents will Northeast Michigan undoubtedly has the improve through having more transportation resources, location and tourist base to choices and more valued history of their generate interest in railroad tourism. In region. The City of Eureka, CA, promoted its order to initiate the project, the region must historical base (also being lumber) though generate leadership, develop partnerships partnering with the Northern California with Lake State Railway and local Logging Interpretive Association, the stakeholders, and identify stable, dedicated owners of a large collection of stored Pacific sources of funding for start-up. In order to Lumber Co. locomotives and historic logging maintain passenger rail services, NEMCOG equipment. The city also used self-propelled must find reliable sources of funding to speeders historically accurate to the continue existing programs and provide lumbering era and other equipment relocated funds for potential federal or state-level from local shops and museums. support in the project. Local leaders must also work to develop a vision for the future Northeast Michigan could experience similar of a tourist railroad and provide written success in partnership with local businesses strategies for how to achieve that vision. and historians in order to enhance the In doing this, NEMCOG can maintain an overall experience of passengers. Algoma economical, entertaining, and unique source Central Railway in Ontario, Canada used of revenue for their region. their natural landscape comprised of an 18,800 square mile recreational wilderness school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 117 WORKS CITED

Adirondack Scenic Railroad. (2013). “Area Attractions.” Available at: http://www. adirondackrr.com/index.html; accessed on November 25, 2013.

Great Scenic Railway Journeys. (2013). “Mount Rainier Scenic Railroad.” Available at: http:// gsrj.com/mrsr.html; accessed on December 1, 2013.

Lake State Railway Company (LSRC). (2013). “Customer Information.” Available at: http:// www.lsrc.com/customers.php; accessed on December 1, 2013.

Malone Given Parsons, LTD. (2007). Algoma Central Railway: Wilderness Tourism by Rail Opportunity Study. Prepared for the Coalition for Algoma Passenger Trains and the Northern Ontarior, Manitoba, and Saskatchewan Regional Node of the Social Economy Suite. Available at: http://usaskstudies.coop/socialeconomy/wp-content/uploads/ Report_CL5_03_NO_opp4.pdf; accessed on December 4, 2013.

Michigan Department of Transportation (MDOT). (2011). Michigan State Rail Plan. Available at: http://www.michigan.gov/mdot/0,4616,7-151-11056-242455--,00.html; accessed on November 20, 2013.

Northeast Michigan Council of Governments (NEMCOG). (2013). “US–23 Heritage Route.” Available at: http://www.nemcog.org/us23_route.asp; accessed on December 4, 2013.

Stone Consulting, Inc. (2010). “Tourist Rail Projects.” Available at: http://www. stoneconsulting.com/touristrail/Tourist%202010.pdf; accessed on December 4, 2013. an urban & regional planning program report planning program an urban & regional

118 Promotion of Tourism, Events and Trails in Northeast Michigan THE PROFITABLE public services, such as tours and a gift shop LEGACY OF LIGHTHOUSES for residents. By: Delaney Yancey Marquette, which is also a city in Michigan, raditionally, lighthouses have has long accomplished many best practices always been an irreplaceable niche pertaining to lighthouses. Since 2002, the Tfor sightseers and played a huge Marquette Maritime Museum previously economic role in tourism around the world. collaborated and made an agreement with In the reading, “Great American Light- the U.S Coast Guard to sign a 30-year lease, Houses,” Francis Ross Holland, Jr. inferred which marked a critical step in Museum that “lighthouses have long had a strong economic development (Marquette Maritime appeal to Americans, and are attractions Museum and Lighthouse, 2013). With that became more intense as time passes” much protection and preservation from the (Holland, 1989). Pure Michigan indicated Museum, the lighthouse can remain the that the state of Michigan have more utmost historical building in Marquette. The lighthouses than in any other state in the museum plans to promote the lighthouses U.S. (Pure Michigan, 2013). There are at least as an integral interpretative showcase. The 115 lighthouses that lie in the Great Lakes Marquette Harbor Lighthouse also has and these lighthouses in particular bring out many economic advantages and one benefit a unique attraction and style of creativity. includes the historic navigation beacons As Pure Michigan noted, lighthouses gladly on Lake Superior, which according to the “forms a stellar constellation along the Marquette Maritime Museum, has been Michigan coastline that guides sailors and a critical development of the Great Lakes capturing history” (Pure Michigan, 2013). iron ore trade since the 1890’s (Marquette Maritime Museum and Lighthouse, 2013). Best Lighthouse Practices in Michigan Sand Hills Light Inn, which is located in The Great Lakes Lighthouse Keepers Ahmeek, MI, has a population of approximately Association took ownership of the Cheboygan 150 people and lies on the Lake Superior coast River Front Range Lighthouse and opened the formerly functioned as Coast Guard training historical landmark to the public for touring ground during the World War II era. It was and exploring the restoration improvements also developed as a seasonal private home in throughout the years. According to Pure 1995 until the Lighthouse opened to visitors Michigan, visitors and lighthouse lovers have and guests as a lighthouse inn. This lighthouse the opportunity to enjoy, learn its rich history hotel is opened year-round for the public and explore how uniquely and admirably this and includes many public amenities, such as milestone contributes to Cheboygan (Pure beaches and cross-country skiing, tourism and Michigan, 2013). The lighthouse includes other recreational activities. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 119 Significance of Maine Lighthouses and touring (Ryan, 2013). This touristic According to the American Lighthouse development is a 2.5 million dollar restoration Council (2013), the state of Maine believes improvement and plans to accommodate that “lighthouses for centuries stood tall 75 people per tour in the lighthouse and and strong as a symbol of safety and security will be available for public events four days upon Maine’s rocky coasts, faithfully guiding throughout the year. City officials and seafarers to our shores.” The state of Maine stakeholders in the City of Milwaukee have offers the public many tours of historical secured a 25-year contract with the federal lighthouses, and has been known as “The government and plan to reinstate and manage Lighthouse State” and is a main attraction the property that oversees the Milwaukee for people who love traveling and exploring Downtown lake front. Public residents and lighthouses. According to the Visit Maine visitors need main attractions to explore database, many of the lighthouses offer lighthouses in cities like Milwaukee. This City, exciting recreational activities and events, in particular, is a great example that displays such as museums, state parks, picnics, the right economic development plan that hiking areas, overnight trips and hotels in pertains to fulfilling and enhancing a greater Inn keeper’s houses, to incoming visitors and city using lighthouses. travelers who want to explore and discover The City of Pascagoula and Jackson County the beautiful sights of lighthouses. American Amateur Radio Associations in Mississippi Lighthouse Council President, Donald J. recently felt the need to sponsor and join Terras stated that “as a nation, we all should forces by planning an outdoor concert recognize lighthouses for the prominent part to benefit the Round Island Lighthouse they played on the growth and expansion Restoration Project (WLOX, n.d.). According of our country.” He also specified that to City of Pascagoula Community and lighthouses played a huge role in safeguarding Economic Development Director, Jen ships and passengers along coast and inland Dearman stated that this event main practice waterways into and out of the United States was to “promote public awareness of ports, with a network for distribution of lighthouses and their need for preservation commerce that has had a significant impact and restoration, and furthermore promote on every state in the nation.” amateur radio sales and foster the Best Practices in Other States international goodwill of lighthouses” Referring to the Milwaukee Business Journal, (WLOX, n.d.). This past summer event, also places, such as Milwaukee, WI, have future known as the Round Island Lighthouse plans converting certain attractions such the Restoration Project, was also financially Breakwater lighthouse into a museum and supported by community residents through an event space in 2016 for public viewing ticket sales to encourage and fund the an urban & regional planning program report planning program an urban & regional

120 Promotion of Tourism, Events and Trails in Northeast Michigan restoration of the historical lighthouse for Fuji. The lighthouse has a 360° complete the City Pascagoula. panoramic outlook of the island for visitor view and tourism (Odagawa, 2013). The The Saugerties Lighthouse in New York, NY, lighthouse is also vastly famous for its solar is an insightful landmark that was developed power generated device, which is installed to near the New York’s Hudson River in 1869. The enhance and illuminate its landscape across lighthouse currently holds a small museum, gift the island. shop, a parlor, kitchen and two guest rooms that view the river décor. The lighthouse also Countries like Turkey are popular for their includes an activated 46-foot solar powered unique lighthouses and one in particular is illuminated tower with views of the Hudson the Maiden Tower Lighthouse, also known as River Valley and the Catskill Mountains. the Leander’s Tower, which was built in the 12th century. Due to natural catastrophes and The Cape Hatteras Lighthouse is one of war combat, the Maiden Tower Lighthouse the most famous lighthouses in America. was in need of repair and reestablishment Settled off the coast of North Carolina, it has until 1999. However, the Maiden Tower been identified to be the tallest lighthouse Lighthouse is greatly famous and mainly in the United States and is consider a popular as it has been featured in many James great significant symbol in the East Coast. Bond films: “The World Is Not Enough” and According to CarolinaLights database, more “Hitman.” The tower lighthouse today is a than “175,000 tourists visit the lighthouse tourist attraction in Istanbul, Turkey, and tower annually to climb the structure” offers several establishments in the lighthouse, (CarolinaLights, 2013). such as restaurants, bistros, cafés and private Best Practices in Other Countries lighthouse boats for visitors and tourists. Outside of the United States the Enoshima The Huffington Post (2013) explains the Lighthouse in Japan is a very popular resourceful benefits and economic assets lighthouse and is known for its inverted of the Corsewall Lighthouse. Located in cone-shaped form and has been called the Scotland, UK, the Corsewall lighthouse “Ensohima Sea Candle.” According to the functions as a luxury hotel and cottage inn Japan National Tourism Organization that includes multiple bedrooms for guests (2013) the lighthouse observation tower and visitors. This lighthouse, in particular, is was built in 2003 as a result of the centenary known for its award-winning restaurant and celebration of Enoshima Electric Railway. views of picturesque landscapes and coastline. The Enoshima Lighthouse is one of the largest beacons in Japan, which stands about The United Kingdom serves as a unique 119.6 meters above sea level and comes with place to establish lighthouses towers. The many features, such as outdoor escalators, Huffington Post (2013) notes the significance elevators and its spiral staircase to view Mt. of the West Usk Lighthouse in Wales, UK. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 121 This lighthouse is a productive development growth in the Northeast Michigan tourism that offers many services for travelers inside industry (Schroeder, 2012). In efforts of the lighthouse. The West Usk Lighthouse encouraging tourism, Michigan Sea Grant has a unique two-floor hotel that oversees has financially helped in making Northeast the Bristol Channel and, unlike many other Michigan a more feasible region by supplying lighthouses, this particular lighthouse monetary aids for the service sector (Johnson hotel offers not only spa amenities, such as and Schroeder, 2012). Northeast Michigan a roof-top hot tub, but also offers therapy communities take pride in protecting their workshops and courses for lighthouse lovers natural resources, identifying the economic and visitors. prospective of coastal tourism and stresses about the damage of natural landscapes and Funding and Promoting culture that may possibly supplement an Tourism in Northeast Michigan influx of tourists. According to The Wall Street Journal, the State Historic Preservation Office in the Michigan State University Extension also Michigan State Housing Development reports that Michigan lighthouses serve as Authority announced recipients of the beacons of Michigan’s rich maritime legacy, Michigan Lighthouse Assistance Program building paths and opening opportunities to (PRNewswire-US Newswire, 2013). The grants explore Great Lakes tourism development were financed and supported through Save opportunities for coastal communities Our Lights specialty license plate sales. (Schroeder, 2013). Michigan State University The main purpose of awarding grants Extension further explains the importance to Michigan lighthouses was to support of Michigan iconic landmarks that offers numerous organizations that were passionate many opportunities for visitors and travelers in stabilizing and preserving lighthouses to learn its heritage and enjoy the wealth heritage and history. For the past 13 years, of Great Lakes lighthouses. Michigan State the Michigan Lighthouse Assistance Program University Extension also expresses the has awarded more than $1.5 million in significance of visiting Northeast Michigan grants for the preservation of lighthouses. by describing many activities related PRNewswire-US Newswire (2013) states that the to tourism and the lighthouses. Many State Historic Preservation Office provides of the events consist of bird watching, monetary and economic assistance through dinner cruises, lighthouse climbing, and public and private partnerships to generate exploring the beaches near the lighthouses. educate and promote community economic Northeast Michigan is greatly known for development activities in Michigan. their remarkable coastal natural wealth that echoes a rising culture of maritime Michigan State University (MSU) Extension inheritance of tourism. recently published an article involving many

an urban & regional planning program report planning program an urban & regional contributors supporting regional economic

122 Promotion of Tourism, Events and Trails in Northeast Michigan Recommendations and Conclusion Lighthouses have been a part of our societal Based on the MSU Center for Community livelihood for many centuries and have and Economic Development, methods and played a huge role in securing, guiding and approaches, recommendations should be aiding our ships, seafarers and travelers. considered to support and encourage the Throughout my research I was able to tourism industries particularly in Northeast learn and observe the importance of how Michigan (Kang et al., 2010). I recommend lighthouses expanded and evolved over that local city officials, stakeholders, the years. Lighthouses have become highly community leaders, and residents launch economically active, and effective symbolic and establish positive and sustainable structures given that they have incorporated connections with tourism industries and and implemented numerous venues, services promote public awareness and interact with and financial amenities, such as hotels, residents and visitors to assure economic restaurants, cafés, museums, festivals and opportunities for lighthouse enthusiasts. national parks, etc. Lighthouses gradually Using MSU Center for Community and became a useful instrument for tourism and Economic Development findings, it would economical attractions around the world, be valuable and viable to also develop while also maintaining its share as protective a strategic marketing platform, such as landmarks. Lighthouses throughout the state creating official internet-based websites that of Michigan are being greatly utilized for attract tourists everywhere and toughen and more than its initial use and have financially enhance the tourism sector. Lastly, I would played a substantial role in keeping recommend the State of Michigan to conduct Northeast Michigan economically achievable incentive programs by effectively bringing for now and for future generations to come. and supporting new tourism businesses in Northeast Michigan.

WORKS CITED

American Lighthouse Council. (2013). “National Lighthouse and Lighthouse Preservation Day is Designated.” American Lighthouse Foundation, August 1, 2013. Available at: http:// www.lighthousefoundation.org/news/2013/08/national-lighthouse-and-lighthouse- preservation-day/.

CarolinaLights. (2013). “Cape Hatteras Lighthouse.” Available at: http://www.carolinalights. com/north-carolina-lighthouses/cape-hatteras-lighthouse.

Holland, F.R. (1989). “Great American Lighthouses.” Washington, DC: Preservation Press. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 123 WORKS CITED (CONT.)

The Huffington Post. (2013). “The Corsewall Lighthouse Hotel in Kirkcom, Scotland.” HuffPost Video, Geo Beats, World’s Most Unusual Hotels Series. Available at: http:// videos.huffingtonpost.com/travel/the-corsewall-lighthouse-hotel-in-kirkcolm- scotland-516982127.

Japan National Tourism Organization. (2013). “Enoshima Lighthouse Observation Tower.” Japan In-Depth, 2013. Available at: https://www.jnto.go.jp/eng/location/spot/comcobtw/ enoshima-lighthouse-observation-tower.html.

Johnson, L., and B. Schroeder. (2012). Sustainable Coastal Tourism Development in Northeast Michigan: A Guide for Tourism Operations, Natural Resource Managers and Community Leaders. Michigan Sea Grant, Michigan State University Extension, East Lansing, MI. Available at: http://www.miseagrant.umich.edu/discovernemi/images/PDF/ SustainableCoastalTourism_101012.pdf.

Kang, J., R. LaMore, J.D. Snyder, and J. Schweitzer. (2010). Innovative Development and Strategic Promotion of Ecotourism in Northeast Michigan. EDA Northern Michigan and Eastern Upper Peninsula Knowledge Economy Strategies Project Co-Learning Report Series, Center for Community and Economic Development, Michigan State University, East Lansing, MI. Available at: http://ced.msu.edu/upload/reports/Ecotourism%20Co-Learning%20 Report%20Final%20revised.pdf.

Marquette Maritime Museum and Lighthouse. (2013). “Welcome.” Available at: http://www. mqtmaritimemuseum.com/.

Odagawa, A. (2013). “Enoshima Lighthouse.” 360 Cities, Japan, 2013. Available at: http:// www.360cities.net/image/enoshima-tower#-288.28,-25.02,110.0.

Pradhan, S. (2013). “World’s 10 Most Beautiful Lighthouses to Visit.” Buzzle, October 19, 2013. Available at: http://www.buzzle.com/articles/worlds10-most-beautiful- lighthouses-to-visit.html.

PRNewswire-USNewswire. (2013). “Michigan Lighthouse Preservation Continues.” The Wall Street Journal, July 9, 2013. Available at: http://online.wsj.com/article/PR- CO-20130709-909082.html. an urban & regional planning program report planning program an urban & regional

124 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED (CONT.)

Pure Michigan. (2013). “Lighthouses.” Michigan Economic Development Corporation. Available at: http://www.michigan.org/lighthouses/.

Ryan. S. (2013). “Milwaukee Breakwater Lighthouse to be Restored as Museum, Event Space.” Milwaukee Business Journal, September 16, 2013. Available at: http://www. bizjournals.com/milwaukee/blog/real_estate/2013/09/milwaukee-breakwater- lighthouse-to-be.html.

Schroeder, B. (2012). “Guide for Sustainable Coastal Tourism Development in Northeast Michigan Now Available.” Michigan State University Extension, October 4, 2012. Michigan State University, East Lansing, MI. Available at: http://msue.anr.msu.edu/ news/guide_for_sustainable_coastal_tourism_development_in_Northeast_michigan_now.

Schroeder, B. (2013). “Michigan Lighthouses: Beacons of Coastal Tourism Opportunities.” Michigan State University Extension, July 29, 2013. Michigan State University, East Lansing, MI. Available at: http://msue.anr.msu.edu/news/michigan_lighthouses_beacons_ of_coastal_tourism_opportunities.

The Strange Walker. (2013). “Enoshima Lighthouse, Japan.” The Strange Walker, blogspot, June 22, 2013. Available at: http://thestrangewalker.blogspot.com/2013/06/enoshima- lighthouse-japan.html.

Truefaith7. (2013). “Ten Famous LIghthouses from around the World.” HubPages.com, 2013. Available at: http://truefaith7.hubpages.com/hub/famous-lighthouses#mod_19280522.

WLOX. (No Date). “Round Island Lighthouse Reactivation and Benefit Concert Planned.” Retrieved from: http://pascagoulaeastjacksoncounty.wlox.com/news/events/93383- round-island-lighthouse-reactivation-and-benefit-concert-planned. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 125 NORTHEAST MICHIGAN ORCHARDS isn’t indefinitely sustainable. The current By: Christopher Klove dependency on importing agricultural goods is so high that local produce makes or most families spending extended up only 1% of market demand (Michigan amounts of time vacationing in department of agriculture). It is easy to Fnorthern Michigan, their trip would understand that money spent locally on not be complete without visiting an orchard local goods, is far more beneficial to any for a freshly picked snack. Whether you regional economy. Unjustifiably the very prefer canning your own jam, baking a pie same commonly understood ideology has or simply eating it natural, the fact is that not been put into practice where food sales people enjoy fruit. Our society has become are concerned. rather willing to drive long distances in order to obtain fresh fruit, and we are even The news isn’t all bad, however. Currently, more willing to pay for it to be shipped there is a surge of action taking place across much longer distances when it becomes the nation, in an effort to rebuild the broken out of season locally. With the price and system that is the American Food industry. quantity of valued natural resources reaching Northeast Michigan is no exception; in fact respectively frightening levels, it is now more some might consider the region a trail blazer in than ever important to “trim the fat” so to the field of affordable produce. The Northeast speak, and cease the harmful effects of our Michigan regional Farm market is one of consumer heavy market. the proud organizations making vast efforts towards re-delivering local foods to local Everyone needs to eat; that’s just a fact. people. By taking the reins on advertising, However, it is up to us to choose what we organizing, and running a delivery service, get to put into our bodies. The past few new connections have been made in order generations have seen a dramatic shift into to assist the sales of locally grown produce. large scale commercial farming, processing, Having been created in the spring of 2000, the distribution, and sales of everyday food last thirteen years of being incorporated into items. This process has taken a once Northeast Michigan’s grocery needs has gone extremely local industry and extended it rather smoothly. They began their mission by to become international. Chances are, if establishing weekly local farmer’s markets, our great grandparents walked through a consisting of tent covered stations open to any grocery store in this day in age they would vendor willing to pay the $10 cover charge. be taken aback at items, such as bottled Since the beginning, the organization has water, entire aisles of disposable paper annually increased their farm market turnout, product and much more. The truth is, the as well as sales and total vendors in attendance. current services that are provided in nearly The area is likely to now provide a much more every city and town across the country diverse array of farm stand produce. Without

an urban & regional planning program report planning program an urban & regional (much like a lot of current practices)

126 Promotion of Tourism, Events and Trails in Northeast Michigan the heightened dependence on non-local goods, region specific some Michigan specific) farmers and other vendors have been given the produce items for $20 or less on their bridge opportunity to establish a name for themselves card, they could get an additional $20 of local amongst the community. In this way both produce (only) without additional charge. parties are assured of continued business, Originally the difference is made up by using with this instilled loyalty farmers markets and token coins in place of money or a bridge farms in general, have seen a yearly increase in card; however, in more recent seasons the their ability and need for more staff members transaction has moved towards being all (meaning more local jobs). electronic. None the less the program gained rapid success, with 96% of users claiming If the increase in local jobs, higher demand they would gladly use the offer again (from for a more sustainable industry, and the Fair food network evaluation report). Aside overall better quality isn’t enough of a reason from just customers, the vendor’s main to purchase locally grown goods, then negative reaction towards the program was the Supplemental Nutritional Assistance simply running into technical problems due Program (SNAP) incentive surely will to increased demand of card machine use. be. The SNAP Program was originally The entire venture as proven successful on incorporated into the Northeast Michigan most fronts. regional farm market in the summer of 2010. The program pairs with the federally funded As the Northeastern Michigan regional farm bridge card program with the intent of market is not responsible for funding or attracting low income residents of Northeast validating the needs of bridge card holders, Michigan regularly shopping at farmers credit is also due to The Fair Food Network markets. For many bridge card holders, (FFN). Having coined the 20% shift theory, having an option that includes the highest with assistance from Michael Shuman, the quality product for no additional cost was a FFN firmly believes in a strong commitment new experience. An experience that proved to local industry. The shift theory revolves to provide such an impact on both the local around changing the currently poor 1% economy, and quality of life for residents, locally grown locally purchased rate. The that its efforts have been increased. idea states that if we make sure locally grown food sales account for 20% of the The very next year the SNAP program market demand, we will gain the financial selected Northeast Michigan to be the pilot structure to reshape the entire demographic area for their double up food bucks service. of our state, country and possibly the whole This followed the same direction as SNAP, world. The quantity of product would have yet it also includes a fund that matches your extremely increased demand, but not beyond locally grown food purchases up to $20. This the scope that it cannot be serviced. The means that when a shopper using a bridge total number of local agricultural related jobs

card purchases locally grown (most items school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 127 would gain nearly $1.5 million, of available the fields have grown and so has AJ, and work (lots of new jobs). Adversely this entire most importantly so has the opportunity for practice would boost sales and income taxes his industry. Surviving the entirety of the being collected by over $200 million per year “great recession” along with the Northeast in Michigan alone. Shuman’s work in the Michigan regional Farm Market, the staying economic analysis of the 20% shift theory power of the local farmer has begun to show states to us as the consumer that we could signs of much needed vitality. There are many have direct impact on the state economy to business men, many construction companies, the tune of $2.5 Billion annually. and many other forms of employment that were completely terminated between 2008 To be specific towards the Northeast region and now. Many established professionals of Michigan, I investigated further the yearly would have loved the type of job security that inputs and outcomes for fruit sales. The total a farmer of AJ’s standing has had throughout amount of acres, that each crop type received, the recession, a statement seemingly unlikely, as well as the revenue made off of the crop but none the less factual. With the whole type, are all accessible on the Michigan world looking to the future in hopes of a department of agriculture webpage. When better tomorrow, it might make sense to ease compared to the harvest of corn/soy/wheat, off the demand for discovering the new big the total acreage falls drastically short (602 thing. We might actually benefit from taking acres fruit, compared to the 62,371 acres of time to stop and smell the roses . . . and then corn/soy). But by the time the fiscal year has pick those roses, harvest them annually, ended Northeast Michigan makes roughly sell them locally to everyone in your area, $1.18 million from fruit and $11.8 million and make a living promoting a healthy and from corn/soy/wheat sales. This might look sustainable industry. lopsided in favor of the corn heavy harvest, but fruit yields on average $1,960 per acre, The sad truth about divorce in the United while corn/soy only generates $189 per acre. States is ever present, and seems to be only Although I would not recommend replacing worsening. In these times we look towards hundreds and hundreds of acres of corn with the colloquial expression “the family who fruit trees, it does seem logical that one might plays together stays together,” I believe we want to invest a bit further into the industry. can make a small alteration to the phrasing and change it to, “the family that picks Farming is hard work, it takes great skill, a together sticks together.” Go ahead and visit strong desire, and patience above all else. AJ’s an apple orchard sometime in late October. Berry Farm, located in Lachine, Michigan, is It’s nearly a guarantee that the fields will one interesting example of that hard work and be crowded with families. Families, who determination paying off in full. At the age of make this trip annually, are investing in 14 AJ decided to begin his own strawberry an opportunity for memories, ones that

an urban & regional planning program report planning program an urban & regional field on roughly ¼ acres of land. Since 1997,

128 Promotion of Tourism, Events and Trails in Northeast Michigan last forever. As an attraction, it is a very to make an event out of going fruit picking common to be able to pick your own fruits, due the activeness of its nature. Unlike a this option has been a long time favorite for standard grocery store, the lack of clustered children everywhere. Being able to introduce lines, and the presence of open air, and the their children to a responsible form of shining sun naturally lifts the spirits. social and environmental interaction is an Northeast Michigan falls behind in the extremely necessary experience that parents overall profitability of their farming industry. seek; an activity that can become much In order to implement more successful more than just a tradition, but a way of life. business, the local suppliers should look The enjoyment of you pick em orchards is into more advertising. Roadside produce nearly endless, and the side effects are either stands have recently proven to create a larger nonexistent, or entirely beneficial. interest in the local farm itself, even if placed In the state of Michigan the annual fruit on a nearby road. The fact of being seen is harvest is one of the highest in the nation. In always important in business; however, 2005 alone Michigan produced more than 1.5 an orchard has no appropriate location for billion pounds of fruit (Orange Pippin, 2013). large signage. Instead organizations, such Of this total 56% were apples, generating the as the Northeast Michigan regional farm largest apple harvest in the country. Apples market, have begun to take the burden of being the most commonly hand-picked fruit, advertisement. Their strategy is to bundle the apple industry has provided a set of as many possible suppliers, and deliver assistances to the state for years. Currently the target market gap, the service of a Northwest Michigan captures the majority predetermined temporary market. Instead of long range orchard driven tourism in the of individual farmers trying to capture the state. Listed on Michiganapples.com is a whole region, they take it on together as series of orchard tours that are accessible by a team. Teamwork is also seen from the driving. Along with orchard locations, the federal and state governments, by granting web page provides a blog styled, resource those on government bridge cards the right for travel advice. Included are, places to stay, to purchase the best available product. restaurants to eat at, stores to shop at, and This strategy banks on the notion that even any other local attraction that is worthy of once the family has the ability to purchase mention. It has been proven that tourists necessary items without assistance, they will are more likely to spend money on various continue to buy locally. It took maximum local goods after leaving a farmers market or complaisance in order for our countries food orchard, then after leaving a super market. system to become so dependent, so I expect This fact holds true for locals looking to it will take even more commitment, loyalty spend time at their communities nearest and hard work to get back to the 20% locally farm stand as well. Families are more likely purchased goal. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 129 Only an activity as old as time can have purchase and where you purchase it has benefits forgotten by nearly everybody. It more of an impact then we might imagine. is imperative that we find a sustainable To think that simply changing the fruits and and efficient solution to the financial and vegetables that we consume daily, could send environmental problems we currently face. us down the road to financial enlightenment, Having the ability to increase jobs in the might sound foolish, but I assure you that state of Michigan by an estimated 42,000 this is one trend that we should have never positions (in agriculture alone), seems like strayed from, and one we must quickly move an opportunity that can’t be missed. With back towards. all the choices we make every day, what you

WORKS CITED

AJ’s Berry Farm. (2013). “Welcome to AJ’s Berry Farm.” Available at: http://www. ajsberryfarm.com/Home.html; accessed on November 19, 2013.

Double Up Food Bucks. (2013). Home Page. Fair Food Network.| Double Up Food Bucks. Available at: http://dufb.blueprintinteractivetest.com/; accessed on November 28, 2013.

Fair Food Network. (2013). Home Page. Available at: http://www.fairfoodnetwork.org/; accessed on December 5, 2013.

Michigan Apples Countryside & Backroad Tours. (2013). “Experience Michigan Apple Orchards.” Available at: http://www.michiganappletours.com/nwtour.html; accessed on December 1, 2013.

Michigan Land Use Institute. (2013). “About Food & Farming.” Available at: http://www. mlui.org/food-farming/about/; accessed on November 12, 2013.

Orange Pippin. (2013). “Michigan Orchards Directory.” Available at: http://www. orangepippin.com/orchards/united-states/michigan; accessed on November 26, 2013.

PickYourOwn.org. (2013). “Where in Northeast Michigan to Find Pick Your Own Farms and Orchards for Fruit, Vegetables, Pumpkins and Canning & Freezing Instructions!” Available at: http://www.pickyourown.org/MI.htm; accessed on November 21, 2013.

Pure Michigan. (2013). “Interactive Map.” Michigan Economic Development Corporation. Available at: http://www.michigan.org/interactive-map/; accessed on November 23, 2013.

Shuman, M. (2013). “Local Food Grows Local Economy: A Small Shift Has a Big Impact.” Cutting Edge Capital, June 2013. Fair Food Network website. Available at: http://

an urban & regional planning program report planning program an urban & regional www.fairfoodnetwork.org/sites/default/files/FFN_MI-20PercentShift-Infographic.pdf; accessed on November 29, 2013. 130 Promotion of Tourism, Events and Trails in Northeast Michigan AN AGING POPULATION: Outside of the U.S., the rest of the developed THE STRAIN ON TOURISM nations are experiencing a similar shift By: David Hendrixon in age demographics with the consumer market being “one that is age 50 or older emographic considerations are with shifting biological, psychological, vital to successfully operating a social, and economic characteristics, needs, Dtourism industry. All variation in and expectations (Nedelea, 2008).” Shifts the population should be considered so as in these characteristics are cause for a to effectively mold the tourist destinations reevaluation of the current tourism market. to the needs and wants of the expected The need to open up a market for older clientele. The aging demographic of the people with interests that may be different United States of America presents a from the previous status quo is crucial. challenge to many tourism destinations. Destinations are faced with appealing to New or updated tourism markets are needed an older, but able bodied population and because even though the Baby Boomers are generational values and their effect on aging their interests stay the same. tourism choices. These characteristics will be As the population ages, the characteristics discussed here to understand the implication of the older generations become more of an aging population on the tourism predominant. . . An aging population is likely industry of Northeast Michigan. to create changes in the patterns of demand… A major demographic consideration in the As a consequence, tourism demand is likely to tourism industry is the age of the population. change over time (Glover and Prideaux, 2009). The population of the United State of When a new generation begins aging their America has been rapidly aging due to the generational values shape the way in which baby boom. According to the U.S. Census society responds to their needs. The Baby Bureau, 13% of the population was 65-years- Boomers have been a generation of economic old or older in 2010 ,and that number is prosperity, technological advances, and the projected to increase to 21% by 2050 (U.S. economic force behind consumerism. The Census Bureau, 2012). Projections also show lifestyle values, wants and needs should be an increase in the overall population age reflected in the tourism industry. Tourism mainly due to increased health and medical needs cater to the outgoing personalities practices extending the human lifespan. The of the baby boom generation or areas will fertility rate has also been decreasing and is become unattractive as destinations. currently below the replacement rate of 2.1. This low level of births means the population Destinations the previous generation visited pyramid will be top heavy and a downsizing at age 50 and older may not be the same of the population is in effect. as the destinations chosen by the Baby

Boomers. A 2010 New Orleans Area Visitor school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 131 Profile report found that “Visitors age 50 service provided by the tourism destination. to 64 made up the largest demographic for This service has a creation to meet a need, a 2010 visitors (35.4%) . . . (Manufacturing duration of served purpose, and a reduction Close-Up, 2011).” New Orleans is a City stage before it is removed from the market of celebration, one most people wouldn’t thus a life cycle (Nedelea, 2008). To remain consider a destination for a “senior” age viable a destination needs to begin a new group. However, such areas as these are products life as the old product begins becoming more popular as the Baby Boomers to reduce. Therefore making a seamless enter retirement. New Orleans saw the transition from generation to generation. largest spending in the City’s history in The tourism industry of Northeast Michigan 2010 at $5.3 billion. Tourism has become needs to take into account considerations of New Orleans’ most important economic the demographic changes happening both industry comprising more than half the in the state and in the global economy. The state’s tourism revenue (Manufacturing age shift happening in the population means Close-Up, 2011). New Orleans is not the only the current market of the older generation example of the shift towards more engaging is dwindling and the returning tourists tourism destinations. Baby Boomers look are failing to return. A similar situation is for authentic experiences, they see travel as happening on Norfolk Island, Australia: At a means of social interaction . . . in meeting present, the structure of Norfolk Island’s new people and building new friendships. . tourism industry is focused towards meeting . the price of a leisure trip is less important the demands of the pre-war generation of to them than other factors . . . this attitude seniors. However, in the coming decade the is a consequence of increased discretionary number of seniors belonging to the pre-war income (Nedelea,2008). generation will begin to decline rapidly and This drive means the destinations of the be replaced by the Baby Boomer generation previous generation are going to have to of retirees. In a recent report on the Island’s adapt or realize their time is up. tourism industry Prideaux et al. (2002) noted that failure to alter the Island’s current Tourism destinations need to quickly range of tourism products and services to determine how to adapt to the upcoming reflect the aspirations and consumption senior market or else a product gap will patterns of non-senior travelers may result in occur. This means that Baby Boomers a slow decline in visitor numbers in the next will surpass the older generation, but decade. Further, they observed that there the tourism market will not have enough was a danger that a decline of this nature will resources (viable choices) in place to meet reduce the capacity of the government and the demands of the Baby Boomers. The private sector to undertake refurbishment concept of a product life cycle can be applied and finance new investment.

an urban & regional planning program report planning program an urban & regional here. The product in question would be the

132 Promotion of Tourism, Events and Trails in Northeast Michigan Currently, Norfolk Island’s tourism cabin where they could escape the world and industry primarily targets the older traveler disconnect. The Baby Boomer would want a who belongs to the pre-war generation, cabin to escape to, but have it be upgraded to a focus that is translated in the themes, offer the amenities they are used to at home, styles and images of the tours on offer, the mainly high speed internet, but also social narration and commentary on these tours, activities. An isolated cabin is no longer a and the range of articles sold in shops. An want or need of the generation; connecting observational analysis of the class and variety with others has become the norm. of goods available for sale in the Island’s The second option is to diversify the shop (including clothing, collectables, current tourism market bringing in new jewellery and gifts) found that the items demographics. Attracting Generation were predominately oriented towards X, or Millennials requires an overhaul of the pre-war generation (Prideaux and infrastructure. The tech-savvy generations Crosswell, 2006). Less emphasis was placed will most likely require a range of different on priding shopping and other services attractions. The main thing being high-speed that were oriented towards Baby Boomer internet to stay connected with the world visitors. The lack of acknowledgement of at large. The cost of revamping the system the Baby Boomer visitor could reduce the to attract a new demographic may not be attractiveness of Norfolk Island since, as financially feasible for the area. However, Prideaux et al. (2004) noted, Baby Boomers the addition of high-speed internet at an have different needs and expectation from affordable cost is a necessity for either route the earlier pre-war generation.” of administration to work for tourism. This phenomenon occurring in Northeast High-speed internet has become a crucial Michigan is one felt around the globe. To part of today’s society. Without access to remedy the situation Michigan needs to the internet the flow of information ceases looks for ways to connect with the new to exist. Businesses are unable to compete market. Two directions can be pursued economically with other firms, they will be to make Northeast Michigan viable in the unable to advertise leading to a decline in tourism market. number of people attending their business The first option is to continue with the same and ultimately leading to the business tourism industry and adapt the model to closing. From the consumer standpoint, the appeal to the Baby Boomer generation. New individual has no way of finding businesses branding approaches, upgraded activities on internet search engines and, therefore, that stimulate and entertain, or a more active will not visit the location. Going a step leisure environment would improve interest farther, visitors who do go to the area will in the area for Baby Boomers. For example, have no information on how to find out

the pre-war generation may have wanted a about community events they may want to school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 133 attend during their stay. With nothing to do and attracting new residents to build the the visitor is unlikely to return. The first step economy, starts with the introduction of to attracting tourists, both from the baby seamless connectivity across the region boom generation or any other generation, through high-speed internet. attracting businesses to boost tourism,

WORKS CITED

Glover, P., and B. Prideaux. (2009). “Implications of Population Ageing for the Development of Tourism Products and Destinations.” Journal of Vacation Marketing 15(1): 25–37. Accessed via ProQuest on December 4, 2013.

Manufacturing Close-Up. (2011). “New Orleans Hits Tourism Milestone: 8.3 Million Visitors in 2010 Spent $5.3 Billion.” Manufacturing Close – Up, April 21, 2011. ) Accessed via ProQuest on December 4, 2013.

Nedelea, A. (2008). “Tourism Market and Demographic Changes.” Contemporary Economics 2(4): 61–67. Accessed via ProQuest on December 4, 2013.

Prideaux, B., and M. Crosswell. (2006). “The Value of Visitor Surveys: The Case of Norfolk Island.” Journal of Vacation Marketing 12(4): 359–370.

Prideaux, B., M. Croswell, and W. Ng. (2002). “Norfolk Island Visitor Survey 2002.” Cairns: James Cook University.

Prideaux, B., S. Wei, and H. Ruys. (2004). “Tour Coach Operations in the Australian Seniors Market.” Journal of Hospitality and Tourism 3(2): 135–148.

U.S. Census Bureau. (2012). “2012 National Population Projections: Summary Tables.” Population Projections, US. Census Bureau, U.S. Department of Commerce, 2012.” U.S. Department of Commcerce, Washington, DC. Available at: http://www.census.gov/ population/projections/data/national/2012/summarytables.html; accessed on December 4, 2013.

U.S. Census Bureau. (2013). “American FactFinder.” U.S. Department of Commerce, American FactFinder, 2013. Washington, DC. Available at: http://factfinder2.census.gov/ faces/nav/jsf/pages/index.xhtml. an urban & regional planning program report planning program an urban & regional

134 Promotion of Tourism, Events and Trails in Northeast Michigan TOURISM-BASED the home port of the Coast Guard Cutter ECONOMIC DEVELOPMENT Mackinaw (Friday, 2011). By: Ken Hall Tourism mproving Michigan is something that can During the mid-1700s, both the French never go wrong. Here in Michigan, we and British were working with the Native Ihave a variety of industries, attractions, Americans and battling over the Michigan parks, waterfronts, etc., the list could go territory. It wasn’t until 100 years later on. Looking at Michigan we still have an that the area now known as Cheboygan abundance of land that could be transformed County became its own recognized place, into a more urbanized, and attractive location. detached from Michilimackinac County. A perfect example is Cheboygan County, MI, The population tripled in 1846, when the located at the northern part of the Lower first sawmill was built, which brought a Peninsula. In Cheboygan County there are lumbering boom. When the lumber industry host of attractions, shows and other events to started to decline in the early 1900s, the keep people entertained. These attractions/ Inland Water Route began bringing in events include things, such as a Lumber Jack tourism and brought the economy back. The show, Fort Michilimackinac, Light House Inland Water Route was important in the tours, etc. Since there is always room for development of the Cheboygan area and is improvement, then let’s make it happen. still heavily used today. Cheboygan County has some tourism but most other tourism Cheboygan has opportunities for fishing, spots are in driving distance. Some of the hiking, cross country skiing, kayaking, main attractions that Cheboygan promotes hunting and much more. For the people who are: Bois Blanc Island, Cheboygan Crib Light, prefer to stay indoors, local merchants will Cheboygan State Park, and Opera House. welcome you to a variety of novelty shops, retail outlets, entertainment facilities, casual One way to tour the islands is by ferry. There and fine dining, and much more. The area is is an abundance of attractions associated also home to trailheads for the North Central with the County’s waterways and lakes, State Trail and Cheboygan to Alpena Trail, such as lake fishing, fly fishing and sturgeon former railroad lines that have been converted hatcheries. Cheboygan also has a fairly new to pedestrian use in the warmer months and brewery, the Cheboygan Brewing Company. snowmobile trails for the winter. Cheboygan It opened in the spring of 2011, and since has is home to two of its own lighthouses, plus been a very popular spot for visitors. People there are two more that are easily visible would be able to participate in things, such from the beautiful city beach on Lake Huron. as scuba diving, exploring the local trails, There are more lighthouses that are thirty boating (leisure and sport), joining in on the minutes or less away, which most are open to winter sports and so much more (Michigan

tours. Last but not least, Cheboygan is also Association of Counties, 2012). school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 135 Social Media/Advertising city. That means that you can use it to find Cheboygan is a city that has a lot to offer out what your customers think of your and people go there to do numerous things. company, the results can be nothing that Social media is something that can promote you ever had thought before. The responses any and everything that you want to be out can go anyway, from very negative to very in the public and also to whatever target positive. Here is where the city would have market that you are looking for. Currently, the opportunity to include and take into Cheboygan only uses Facebook, which consideration what the citizens would or directly links you with the Cheboygan’s would not like to see. Chamber of Commerce. From here you All of this can be used as a way to improve are able to see what events, activities and Cheboygan. Regardless, the city officials pictures of what the Chamber of commerce would have to be prepared for what they has taken part in doing with the community. will hear. One last way that you can benefit Cheboygan should look into advancing and from social media is that you can use it to broadening their use of social networks. build a relationship with your loyal citizens Social media can help the city because it and customers (local and foreign) from the gives you a way to reach the residents of area. These social media networks are a way the city, tourism travelers, as well as people to let people know when; new products are passing though the city. Today a majority being released; a way to give people special people go online for the purpose of using deals; promote all events, places and tourism social media, and in order for you want to spots. There are lots of ways that you can use reach them you are going to have to use social media for your city if you have a little them as much as society does. A positive side imagination. (GNC Tech SEO, 2013) to social media is that it can be a very cost Redevelopment/Transportation effective way to promote your company; it Cheboygan may be in need of some does not cost a lot to use. Social media is also urbanization and redevelopment. The ideal for smaller groups, since they are able to redevelopment of this northern county compete on a more or less level playing field of Cheboygan could essentially raise the with large groups. economy as a whole. The urbanization of In order to promote the city with social Cheboygan city will create opportunities for media you have to make sure that it’s done new businesses, as well as create a bigger job correctly. You can’t just get on social media market. A bigger job market could possibility sites and start sending out ads because all bring back some of the residence that may you would do is irritate people. Another have left because of the downfall of the thing about social media is that instead of community and how they stay so traditional. just talking and advertising to the customer,

an urban & regional planning program report planning program an urban & regional the customer can also speak about the

136 Promotion of Tourism, Events and Trails in Northeast Michigan Redevelopment of the coastline of Nature Preserve and Birge Nature Preserve), Cheboygan County may not be needed but it and Mackinac Island. Ferry tours would be would definitely improve it. Imagine if parts fairly cheap (children $7 and adults $15) so it of the coastline was redeveloped into a well- encourages people to want to come and learn known public waterfront: approximately about Northern Michigan. Aquatic Adventures four to five miles long. This walk will have would be place on or near the waterfront. all sorts of attractions and stops to view, This is the primary attraction that allows while being able to enjoy the beautiful people to come and learn about the aquatic surroundings. I would love to incorporate life in the Great lake Region. Having an things, such as annual festivals. This would indoor/outdoor ice skating rink (with bring people from all around. The “Detroit retractable roof) will allow for the customers River Days” is a perfect example because to enjoy the activity, and according to the River Days has served as the official kickoff weather enjoy the fresh air. Placing an Ice to summer for many Metro Detroiters. In Bar with a restaurant on the walk would be 2013, GM River Days presented by Soaring a great attraction because it opens early and Eagle Casino & Resort drew 150,000 people closes late. There will be daily for breakfast to the shores along the Detroit River for a and lunch from 10am–4pm, Ice Bar open family friendly three-day weekend of music, nightly from 8pm until 1am. activities, food and fun. When no particular event is going on then there are other things Transportation in Cheboygan is not like that you will be able to do and enjoy yourself. other cities that offers tourism. There (Detroit RiverFront Conservancy, Inc., 2013). are a total of 11 highways, county (C–58, C–64 C–66 and F–05) and non-county While planning your trip to Cheboygan (I–75, US–23, US–31, M–27, M–33, M–68 you have to make sure you will ride the and M–212). The accessibility needs to ferry, placing ferry access on one end of the be expanded in order to allow the local waterfront is a way to encourage people to citizens to still commute comfortably, view the entire walk and what it may offer. with more tourists and visitors traveling There could be daily 45 minute narrated tours, to the area. By planning, designing and leaving on the hour, starting at 11 am. The ferry constructing, and reconstructing, we could will allow you to travel on Lake Huron, in order transform the current accessibility road to explore other islands and their attractions. into a more highly urbanized commute. Each island will have a connection to the Even if we have to widen streets, pave new waterfront walk. This will be in order roads in some communities, or whatever to educate people about their surroundings, it takes for the people of Cheboygan, and from the fish to the native animals. The the surrounding areas, still commute ferry would travel to Bois Blanc Island, St. comfortably. With this new redevelopment, Martin Bay, Search Bay (for both Search Bay school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 137 the local cities, of all sizes would provide the economy. Examples of such networks the quality access to jobs, healthcare, shops (not including Facebook) are: Twitter, and schools their residents deserve. Rural Instagram, LinkedIn, Indeed, Four Square, communities and small towns tend to have Hang Outs, etc. Each of these networks higher concentrations of older adults with gives you something different, whether it’s a low or fixed-income citizens. These two certain range of people to offering available populations are those who are less likely to jobs, but the point is reaching out to attract own cars or drive. Without the roads that people. People as saying, businesses, tourist, are up to date, these people would be stuck or maybe deals for the local people of the with limited transportation options: travel area. By using these social networks you along the side of high-speed roadways with could save money that you would need to few pedestrian accommodations or stay spend on the amount of T.V. commercials, home. This is where we would implement billboards, solicitations, etc. a transportation system, especially for the Redeveloping the Grass Bay area will allow people who struggle to get around from for the expansion of the economy. The point A to point B. Expanding the bus newly place Waterfront Walk with the Ice system would be an ideal option, it will allow Rink, Ice Bar & Restaurant, and the Aquatic people to travel regularly to their chosen Adventures. There also will be a ferry tour destination (store, job, etc.) Creating a safer of the locations away from Grass Bay. The walking, bicycling, and public transportation ferry would travel to Bois Blanc Island, St. options for residents will build a more Martin Bay, Search Bay (for both Search Bay livable, accessible community for people of Nature Preserve and Birge Nature Preserve), all ages, abilities, and income levels. and Mackinac Island in order to learn differ With the new urbanization and things about the islands and what they have redevelopment of Northern Michigan, the to offer. The Waterfront Walk will also have variety of industries, attractions, parks, festivities that go on annually, monthly, etc. waterfronts, etc. will be able to thrive After the transportation portion of Cheboygan more because the economy will be on County it will be easier to get from one the rise. This will cause an increase in destination to another. We would first have the population and in visitors, from local to redevelop the current land and roads to areas and people that are coming to tour modify or add anything. Adding a transit the area. Cheboygan is a city that needs system for the elderly and people unable to to upgrade their way of “pubbing.” They afford cars, would help because there will be have to be diverse with the way the put a way for people to get to jobs, supermarkets, out their information. Joining other social etc. Now wouldn’t you just want to see a media networks that other people use change like this? I KNOW I WOULD! frequently would help further the rise in an urban & regional planning program report planning program an urban & regional

138 Promotion of Tourism, Events and Trails in Northeast Michigan WORKS CITED

Detroit RiverFront Conservancy, Inc. ( 2013). “River Days.” Available at: http://www. detroitriverfront.org/things-do/river-days.

Friday, M.J. (2011). “Welcome to Cheboygan!” Cheboygan Area Chamber of Commerce. Available at: http://www.cheboygan.com/.

GNC Tech SEO. (2013).”How Can Social Media Help Your Business?” Avaialble at: http:// www.gnctech.net/how-can-social-media-help-your-business.php.

Michigan Association of Counties. ( 2012). “Cheboygan County History.” Retrieved from: https://www.micounties.org/counties/countyprofile/cheboygan.php. school of planning, design and construction

Promotion of Tourism, Events and Trails in Northeast Michigan Regional Analysis by UP454: Local Economic Planning Students 139