Great River Road Development Study Final Report

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Great River Road Development Study Final Report

GreatGreat RiverRiver RoadRoad DevelopmentDevelopment StudyStudy MinnesotaMinnesota DepartmentDepartment ofof TransportationTransportation JanuaryJanuary 20002000 ÒHow can a roadway, conceived as a tourist route, contribute to the welfare of the communities it serves and enhance appreciation of the river by travelers and neighbors?Ó Great River Road Development Study Final Report by Short Elliott Hendrickson Inc. Economics Research Associates Gartner Consulting The 106 Group Submitted to the Minnesota Department of Transportation January 2000 Table of Contents I. Section 1: Executive Summary . 1/1 A. Report Contents . 1/1 B. Study Conclusions . 1/3 1. Marketing Conclusions . 1/3 2. Capital Improvements . 1/4 3. Economic Implications . 1/6 C. Summary . 1/6 II. Section 2: Program History. 2/1 A. Criteria . 2/1 B. Mississippi River Parkway Commission. 2/2 C. Funding . 2/2 III. Section 3: Project Purpose . 3/1 A. Program Status. 3/1 B. Proposals Requested . 3/1 C. Consultant Response . 3/2 D. Project Scope and Products . 3/2 IV. Section 4: Resource Summary . 4/1 A. Scope of Inventory . 4/1 B. Methodology . 4/1 C. Inventory Results . 4/3 1. Inventory Categories . 4/3 2. General Data Collection . 4/3 of Contents Table 3. Resource Specific Data Collection. 4/3 a. Recreational Resources . 4/3 b. Cultural Resources . 4/3 c. River Resources . 4/3 d. Transportation Resources . 4/3 4. Conclusion. 4/9 Great River Road Development Study V. Section 5: The Tourist . 5/1 A. Introduction . 5/1 B. Tourist Survey . 5/1 1. Survey Methodology . 5/1 2. Survey Limitations . 5/2 3. Survey Results . 5/2 a. Trip Characteristics . 5/2 b. Visitor Activities . 5/4 c. Visitor Attitudes . 5/5 d. Visitor Expenditures. 5/6 e. Visitor Demographics . 5/6 4. Survey Analysis . 5/7 a. Market Segmentation . 5/7 (1) Market Defined by Trip Purpose. 5/7 (2) Market Defined by Geographic Location . 5/7 (3) Market Defined by Demographics . 5/7 b. Market Image . 5/9 (1) Issues of Image . 5/9 (2) Branding the Great River Road. 5/11 (3) What is a Brand . 5/11 (4) How to Develop a Brand . 5/11 (5) Branding and Product Development Cycles . 5/11 c. Promotion . 5/11 (1) Public Relations . 5/11 (2) Collateral Materials . 5/12 (3) Inquiry/Consumer Services . 5/12 C. Tourist Motivations . 5/12 1. Guests . 5/12 2. Loungers . 5/12 3. Players . 5/13 4. Explorers . 5/13 5. Spectators . 5/14 6. Pilgrims. ..

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