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 Table of Contents 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...... 5/14 Table of Contents 7. Accumulators ...... 5/15

D. Travel Styles...... 5/16 1. Transportation Mode ...... 5/16 2. Trip Structure...... 5/16 a. Group-Structured Travel...... 5/16

Great River Road Development Study b. Self-Structured Travel ...... 5/17 c. Unstructured Travel ...... 5/17 d. Semi-Structured Travel ...... 5/17

E. Tourism Implications ...... 5/18

F. Conclusion ...... 5/18

VI. Section 6: Marketing Strategies ...... 6/1

A. Formulating the Strategy ...... 6/1 1. Defining the Trip ...... 6/1 2. Defining the Concept...... 6/1 3. Establishing Criteria ...... 6/3

B. Great River Road Destination Areas ...... 6/3 1. Mississippi Headwaters Destination Areas ...... 6/5 2. Mississippi Northwoods Destination Area...... 6/5 3. Mississippi Mines Destination Area...... 6/6 4. Mississippi Crossroads Destination Area...... 6/7 5. Mississippi State Scenic River Destination Area ...... 6/7 6. Mississippi National River and Recreation Area Destination Area ...... 6/8 7. Mississippi River Bluffs Destination Area ...... 6/10

C. Canadian Extensions ...... 6/10 1. East Canadian Extension...... 6/10 2. West Canadian Extension ...... 6/11

D. Establishing Demonstration Areas...... 6/12

VII.Section 7: Demonstration Areas ...... 7/1

A. Introduction ...... 7/1

B. Mississippi Headwaters...... 7/1 1. Geographic Description ...... 7/1 Table of Contents a. Resources ...... 7/4 (1) The Mississippi River ...... 7/4 (2) The Great River Road...... 7/4 (a) Vehicular Transportation ...... 7/4 (b)Bicycle Transportation...... 7/5 (c) Transportation System Summary ...... 7/5 (3) Attractions and Services ...... 7/5

Great River Road Development Study (a) Upstream Anchor ...... 7/5 (b)Downstream Anchor ...... 7/7 (c) The Connecting Corridor ...... 7/10 b. The Big Story ...... 7/11 (1) The Original Explorers ...... 7/11 (2) Creating Itasca ...... 7/11 (3) Applying the Story ...... 7/12 2. The Tourist ...... 7/12 a. Motivation ...... 7/12 b. Travel Styles ...... 7/12 c. Geographic and Modal Characteristics...... 7/13 d. Target Markets ...... 7/13 3. Market Summary ...... 7/13 4. Capital Improvements...... 7/13 5. Promotional Strategies ...... 7/15

C. Mississippi Crossroads...... 7/16 1. Geographic Description...... 7/16 a. Resources...... 7/18 (1) The Mississippi River ...... 7/18 (2) The Great River Road ...... 7/18 (a) Vehicular Transportation ...... 7/18 (b)Bicycle Transportation ...... 7/19 (c) Transportation System Summary ...... 7/19 (3) Attractions and Services...... 7/19 (a) Upstream Anchor ...... 7/19 i) Cultural Resources ...... 7/19 ii) Recreational Resources ...... 7/22 iii)River Resources ...... 7/22 iv)Transportation Resources ...... 7/22 (b)Downstream Anchor ...... 7/22 i) Cultural Resources ...... 7/22 ii) Recreational Resources ...... 7/24 iii)River Resources ...... 7/24 iv)Transportation Resources ...... 7/25 (c) The Connecting Corridor ...... 7/25 b. The Big Story ...... 7/27 2. The Tourist ...... 7/28

a. Motivation ...... 7/28 Table of Contents b. Travel Styles ...... 7/28 (1) Semi-Structured Style ...... 7/28 (2) Self-Structured and Other Styles ...... 7/28 c. Geographic and Modal Characteristics...... 7/29 d. Target Markets ...... 7/29 3. Market Summary ...... 7/29

Great River Road Development Study 4. Capital Improvements...... 7/29 5. Promotional Strategies ...... 7/31

D. Mississippi Gorge Demonstration Area ...... 7/33 1. Geographic Description...... 7/33 a. Resources...... 7/33 (1) The Mississippi River ...... 7/33 (2) The Great River Road ...... 7/33 (a) Vehicular Transportation ...... 7/33 (b)Bicycle Transportation ...... 7/35 (c) Transportation System Summary ...... 7/35 (3) Attractions and Services...... 7/35 (a) Upstream Anchor ...... 7/35 i) Cultural Resources ...... 7/35 ii) Recreational and River Resources...... 7/38 iii)Tourist Services ...... 7/38 (b)Downstream Anchor ...... 7/39 i) Cultural Resources ...... 7/39 ii) River and Recreational Resources...... 7/41 iii)Transportation Resources ...... 7/42 (c) The Connecting Corridor ...... 7/42 i) Cultural Resources ...... 7/42 2. The Tourist ...... 7/42 a. Motivation ...... 7/42 (1) Guests ...... 7/43 (2) Loungers ...... 7/43 (3) Players ...... 7/43 (4) Explorers...... 7/43 (5) Spectators ...... 7/43 (6) Pilgrims ...... 7/43 (7) Accumulators ...... 7/43 b. Tourist Styles ...... 7/44 (1) Structured and Semi-Structured Styles ...... 7/44 (2) Self-Structured and Unstructured Styles ...... 7/44 c. Geographic and Modal Characteristics...... 7/44 d. Target Markets ...... 7/44 3. Capital Improvements...... 7/44 4. Promotional Strategies ...... 7/45 5. Route Modifications...... 7/46 Table of Contents E. Mississippi Bluffs Demonstration Area ...... 7/46 1. Location and General Description ...... 7/46 a. Resources...... 7/47 (1) The Mississippi River ...... 7/47 (2) The Great River Road ...... 7/49 (a) Vehicular Transportation ...... 7/49 (b)Bicycle Transportation ...... 7/49 Great River Road Development Study (c) Transportation System Summary ...... 7/51 (3) Attractions and Services...... 7/51 (a) Upstream Anchor ...... 7/51 i) Recreational Sites ...... 7/51 ii) Retail Establishments ...... 7/52 iii)Historic Sites and Tours ...... 7/52 iv)Entertainment ...... 7/53 v) Lodging ...... 7/53 vi)Food ...... 7/53 (b)Downstream Anchor ...... 7/22 i) Cultural Attractions ...... 7/53 ii) Recreational Attractions...... 7/55 iii) Commercial Attractions and Travel Services ...... 7/56 (c) Connecting Corridor ...... 7/56 i) Frontenac ...... 7/56 ii) Lake City ...... 7/57 iii)Reads Landing ...... 7/58 iv)Wabasha ...... 7/58 v) Kellogg and Minneiska...... 7/60 b. The Big Story ...... 7/60 (1) A Fish with a View ...... 7/60 (2) Applying the Story ...... 7/60 2. The Tourist ...... 7/61 a. Motivation ...... 7/61 b. Travel Styles ...... 7/61 c. Geographic and Modal Characteristics...... 7/61 d. Target Markets ...... 7/61 3. Market Summary ...... 7/62 4. Capital Improvements...... 7/62 a. Improvements to Transportation Services ...... 7/62 b. Improvements to River and Recreational Attractions ...... 7/63 c. Improvements to Heritage Tourism Attractions ...... 7/64 5. Promotional Strategies ...... 7/65 a. Travel Aids ...... 7/65 (1) Public Sector Promotional Materials ...... 7/65 (2) Private Sector Promotional Materials...... 7/65 (3) Creating New Marketing Materials ...... 7/66 b. Agency Strategies...... 7/66 Table of Contents VIII. Section 8: Implementation Program ...... 8/1

A. Stewarding the Future ...... 8/1 1. Interest ...... 8/1 2. Organizational Structure ...... 8/1 a. Local Organization...... 8/1

Great River Road Development Study b. State Organization...... 8/1

3. Organizational Purpose ...... 8/2

B. Product Development...... 8/2 1. Facilitate Development of Tourism Products ...... 8/2

C. Information ...... 8/3

D. Marketing ...... 8/4 1. Web Site ...... 8/4 2. Brochure ...... 8/4 3. Kiosks ...... 8/4 4. Cooperative Advertising ...... 8/5 5. Public Relations ...... 8/5

E. Interpretation ...... 8/5

F. Capital Improvements ...... 8/5

G. Funding ...... 8/7

H. Conclusion...... 8/7

IX. Appendix

A. Front End

B. Great River Road Visitor Survey Table of Contents

Great River Road Development Study List of Figures

2-1 Major Parkways Proposed by Roosevelt’s Administration ...... 2/1

3-1 Great River Road Routes ...... 3/1

3-2 Motivation Effects Destination...... 3/2

3-3 Study Area...... 3/3

4-1 Typical Map of Recreational Resources...... 4/5

4-1 Typical Map of Cultural Resources...... 4/6

4-1 Typical Map of River Resources ...... 4/7

4-1 Typical Map of Transportation Resources ...... 4/8

5-1 Intercept Locations ...... 5/1

5-2 Trip Purpose...... 5/2

5-3 Time Planning Trip ...... 5/3

5-4 Previous Trips...... 5/3

5-5 Preferred Activities ...... 5/4

5-6 Preferred Trip Length...... 5/5

5-7 Tolerable Interval Between River Views ...... 5/5

5-8 Preferred Driving Time ...... 5/5

5-9 Type of Expenditure ...... 5/6

5-10 Tourist Origins ...... 5/7

5-11 Destination Areas ...... 5/8

5-12 Great River Road Overlay ...... 5/8

5-13 Great River Road Logo ...... 5/9

6-1 Mississippi River Destination Area ...... 6/1 List of Figures

Great River Road Development Study List of Tables

4-1 Inventory Statistics ...... 4/2

4-2 Protocols for General Attributes ...... 4/3

4-3 Protocols for Recreational Resources ...... 4/4

4-4 Protocols for Cultural Resources ...... 4/6

4-3 Protocols for River Resources ...... 4/7

4-3 Protocols for Transportation Resources...... 4/8

6-1 Potential Trip Types ...... 6/2 List of Tables

Great River Road Development Study List of Maps

Location of Great River Road Destination Areas ...... 6/4

Location of Great River Road Demonstration Areas ...... 7/2

Mississippi Headwaters Demonstration Area ...... 7/3

Transportation Resources Mississippi Headwaters Demonstration Area ...... 7/6

Mississippi Crossroads Demonstration Area ...... 7/17

Transportation Resources Mississippi Crossroads Demonstration Area ...... 7/20

Mississippi Gorge Demonstration Area ...... 7/34

Transportation Resources Mississippi Gorge Demonstration Area ...... 7/36

Mississippi Bluffs Demonstration Area ...... 7/48

Transportation Resources Mississippi Bluffs Demonstration Area ...... 7/50 List of Maps

Great River Road Development Study Section 1 concepts are outlined in Section 2: Historic Places. The inventory of Program History. The history of the river resources included 179 beaches, Executive program, particularly, how the fishing piers, water access sites, administration of the Great River and dams. The inventory of trans- Summary Road has effected the selection and portation resources included 3,224 development of the route and the segments of roadway, rest areas, he following report dis- promotion of tourism is discussed trails, trail heads, and tourist cusses the ability of the in this section. The reasons for the regions. All in all, over 6,000 T Great River Road to sup- study, how it was structured, and separate resources were inventoried port tourism in Minnesota. The what were its goals are discussed as part of the project. Over 200,000 analysis is premised on the concept in Section 3: Project Purpose. attributes or pieces of information that the tourist will be the final The study was ambitious. Although were collected about these resources. arbiter, the person who ultimately it focused on approximately 575 miles This information was stored in a decides if the Great River Road proof roadway that meandered between Geographic Information System gram has been successful or not. Of Ontario and Iowa, the complete 1200 and transferred to Mn/DOT to be course this is merely an analytical miles of Great River Road in Minnesota used by future stewards of the approach. In reality, it will be the was within its purview. Due to financial Great River Road. A synopsis of individual communities that will considerations, the Minnesota Depart- the resource inventory is presented decide if they want tourism as an ment of Transportation requested in Section 4: Resource Summary. industry. They will determine if that the primary focus be on three The fifth section of the report tourism enhances their quality of major segments: the National Route discusses the tourist. It reports on life and if they want to promote it. from Lake Itasca to Point Douglas near an extensive survey of 555 people They will determine whom to attract, Hastings; the State Route downstream who visited the Great River Road when they want them to visit, and from Hastings to the border with Iowa; in the summer and fall of 1998. how many tourists should be invited and the East Canadian Extension from The survey reveals several interest- into their community. Bemidji to International Falls. ing facts about typical Great River It is not the purpose of this Those resources that contribute Road travelers and their preferences. study to tell communities that to the experience a tourist has while For instance, it was discovered that they should increase tourism. The traveling on the three selected seg- tourists like to take short three-day basic assumption of this study was ments of the Great River Road were vacations, two-hour pleasure drives, that communities had already deter- inventoried and analyzed. Resources and over half don’t like to have mined that the Great River Road was found on the parallel State Route their view of the river interrupted valuable and that one of its primary from Lake Itasca to Hastings, the for more than one-half hour at a purposes was to generate tourism West Canadian Extension from Lake time while they travel on the Great and income from tourists. Indeed, Itasca to Manitoba, and all designated River Road. The results of the survey the value and purpose of the Great spurs were typically not inventoried are reported in the first part of River Road was established over and analyzed as part of this project Section 5: The Tourist. twenty years ago in a series of unless they were thought to contrib- Understanding the image that public discussions between the ute significantly to the experience tourists have of the Mississippi River Minnesota Department of Trans- of the tourist. and Great River Road and how brand portation and the communities Four categories of resources were identity is created and promoted is along the Mississippi River. It was inventoried: recreational resources, essential for positioning the corridor not the intent of this study to re- cultural resources, river resources, as a desirable destination. Concepts visit that discussion but rather to and transportation resources. The for ingraining a desirable image into evaluate if the Great River Road inventory of recreational resources the minds of tourists are offered in program was achieving its goal included 1,225 parks, forests, wildlife Section 5: The Tourist. of promoting tourism. refuges, campgrounds, picnic areas, An analysis of the survey interpretive markers, museums, golf revealed that the market was seg- Report Contents courses, and festivals. The inventory mented by tourist motivations and An overview of the purpose of of cultural resources included 1,648 travel styles. Seven different moti- the Great River Road and its guiding sites on the National Register of vations were defined including: 1 1 Great River Road Development Study guests, loungers, players, explorers, should be composed of stake- Section 6: Marketing Strategies spectators, pilgrims, and accumula- holders from local, state, and presents the concept that there are tors. Guests were people who were federal agencies and organiza- certain types of trips that are better visiting friends and family. Loungers tions. Encourage stakeholders supported in particular locations. were people seeking relaxation. to develop local Great River It implies that the all of the Great Players sought adventure. Explorers Road management plans for River Road can’t be all things to were attempting to expand their their destination area. Give all people. Using four criteria, it knowledge or skills. Spectators control of promoting the road suggests that it is more useful to were seeking to be entertained. to the stewardship organization. segment the Great River Road into Pilgrims desired experiences that Initially, assist local destination seven destination areas. The four would change their perception of marketing organizations in pro- criteria are: life and its meaning. Accumulators moting the Great River Road. ➤ The destination area must be wanted to purchase goods or services. oriented to the Mississippi River Four different travel styles were ➤ Match tourist motivations and defined based by how people struc- travel styles with specific des- ➤ The destination area must be tured their trip. People either were tinations. Recognize that differ- defined by either natural or Group-Structured, Self-Structured, ent destination areas will attract cultural history Unstructured, or a combination of different types of tourists. Group and Self-Structured called Recognize who is attracted to ➤ The destination area must be Semi-Structured. The complete dis- a destination area’s natural and locally supported cussion of tourist motivations and cultural attractions. Recognize travel styles also occurs in Section 5: that travel styles must also be ➤ The destination area must The Tourist. accommodated if tourists are incorporate a practical market- Section 5 concludes with a going to visit the places they ing strategy discussion of Tourism Implications. would like to visit. Concentrate As a result of the analysis of tourists, initial capital improvements and The seven destination areas six implications for tourism are ad- promotional strategies on serv- created are: dressed. These six implications are: ing the target market. ➤ Mississippi Headwaters ➤ Shorten the route. Make the (Lake Itasca to Bemidji) Great River Road more compre- ➤ Improve route wayfinding. hensible to tourists. Focus Assist the tourist in compre- ➤ Mississippi Northwoods development and promotional hending the Great River Road. (Bemidji to Grand Rapids) efforts on the National Route Improve route designation from Lake Itasca to Hastings markers. Improve the graphic ➤ Mississippi Mines and the State Route downstream quality of the route markers. (Grand Rapids to Brainerd) from Hastings. Add distinctive mileage markers starting with Mile ➤ Mississippi Crossroads ➤ Focus on destination areas. Zero at the Headwaters. (Brainerd to Little Falls) Recognize that most tourists spend only three days at a ➤ Increase connections with the ➤ Mississippi State Scenic River time on vacation. Create short Mississippi River. The focus (Little Falls to Anoka) “natural” destination areas should be on the river, not the based on geography and history. road. The road is a conduit for ➤ Mississippi National River Use the term “Mississippi” in the people to enjoy the natural and Recreation Area (Anoka name of each destination area. and cultural attractions asso- to Hastings) ciated with the river. The ➤ Encourage local control. local stewardship organization ➤ Mississippi Bluffs (Hastings Encourage the development of should develop plans for capital to Iowa Border) local stewardship organizations improvement and promotional for each destination area. These projects and programs that Brief narratives of each destina- local stewardship organizations would draw people to the river. tion area are presented in Section 6: 1 2 Great River Road Development Study Marketing Strategies. The section mented by other stakeholders. It four at-large members from the concludes by suggesting that some would be important that the local state legislature with constituency portions of some destination areas organization reflect both private on the river, two from the House deserve to be more thoroughly stud- and public sectors and their and two from the Senate. ied as examples that could be used respective interests. It was also suggested that it by other destination areas to en- The second Stewardship maybe useful for the MRPC to attain hance tourism on the Great River Organization would be a state-level status as a 501(c)3 not-for-profit or Road. These examples became the group. It was suggested that this public-benefit corporation to enable it Demonstration Areas discussed in group also reflect both private and to attain grants from foundations and Section 7: Demonstra-tion Areas. public interests and be given suffi- donations from concerned individuals. Four demonstration areas were cient human and capital resources selected for further analysis: to be effective in developing and Study Conclusions ➤ Mississippi Headwaters promoting the Great River Road. Marketing (Lake Itasca to Bemidji) It was suggested that transforming Recommendations Minnesota’s Mississippi River Parkway In conclusion, the report makes ➤ Mississippi Crossroads Commission (MRPC) may be an effec- seven major recommendations involv- (Brainerd to Little Falls) tive instrument for generating support ing the marketing of the Great River for the Great River Road program. Road. The seven marketing recom- ➤ Mississippi Gorge In particular it was suggested mendations are: (Minneapolis to St. Paul) that the MRPC be reconstituted and ➤ Use tourism to generate renamed the Mississippi River economic and social benefits. ➤ Mississippi Bluffs Heritage Byway Commission of Coordinate the development (Red Wing to Winona) Minnesota. It is suggested that the and promotion with the for- when legislation reauthorizing the profit private sector of the A discussion of the resources MRPC is presented at an upcoming economy. The Great River Road that constitute the demonstration legislative session, that the MRPC program has been the domain area, what type of tourists find it be reconstituted and given the of public agencies for over sixty attractive, what capital improvements authority and resources to imple- years. It has not been seen as are necessary to enhance tourism, ment this plan. In particular, it particularly beneficial to private and what marketing strategies is recommended that the Commis- sector interests. The public would be effective for promoting sioners (or a high ranking agency agencies that currently adminis- the area are discussed for each of staff member) of Economic ter the Great River Road program the four areas. Development, Transportation, must involve the private sector The concluding section discusses Natural Resources, and the Director how the ideas presented in the pre- the Historical Society be made the if the program is to enhance vious sections could be implemented. core of the commission and charged tourism and provide meaningful Recognizing that many agencies and with implementing the recommen- economic and quality of life organizations have a vested interest dations of this report and providing benefits to local communities. in the Mississippi River, the Great assistance to communities seeking to ➤ River Road, community development, develop tourism along the Mississippi Focus on the river and the and tourism, the study concludes River and the Great River Road. It tourist. The river is the most by suggesting that two Stewardship is recommended that a local repre- important resource. It is the Organizations be formed. The first sentative involved in tourism devel- resource that has the best is one for each destination area. opment from each of the destination name recognition. Tourists These would be locally controlled areas be placed on the board by the are the reason that the road and reflect the interests and values Governor and confirmed by the exists. They are the customer. of the community. It is suggested State Legislature to better foster Their needs must be anticipated that these local Destination Area local stewardship of the Mississippi and fulfilled. The river and the Stewardship Organizations could be Heritage Byway. To ensure legislative tourist create a system, the developed from existing Destination involvement, it is recommended road is merely the tool that Marketing Organizations supple- that the commission also include brings them together. 1 3 Great River Road Development Study ➤ Divide the route into destina- destination area. Encourage ment programs. The five programs tion areas. The Great River Road changing the name of the Great are: is too big for today’s tourist to River Road to the Mississippi ➤ Pave all remaining unpaved appreciate. Give it to them in River Heritage Byway. Create segments. Unpaved segments bite-size chunks based on how an overarching Mississippi River in the Mississippi Headwaters contemporary tourists travel. Destination Area. Emphasize and Mississippi Mines destina- Divide the road up based on Minnesota as “The Mississippi tion areas degrade the whole natural and cultural history Headwaters State” by emphasizing system. It is imperative that and the ability to provide suffi- that Lake Itasca is a unique the expectations of a tourist cient attractions and services world-class destination. Assist are met along the whole desig- for tourists. the tourist in comprehending nated route. Tourists are the Great River Road by improv- increasingly sophisticated and ➤ Identify and pursue target ing route designation markers familiar with other national markets by destination area. and adding mile markers. byways that are typically well- Realize that tourists have maintained and paved. Unpaved different motivations and travel ➤ Shorten the route. Make the roads are not viewed favorably styles. Matching the motivations Great River Road more compre- by most tourists, except for and travel styles of tourists to hensible to tourists. Focus certain types of explorers. those destinations that naturally development and promotional Touring bicyclists especially support their desires is the most efforts only the National Route dislike unpaved roadways. practical way to develop and from Lake Itasca to Hastings Approximately 25 miles of promote tourism. and the State Route downstream the 575 mile Great River Road from Hastings. is not paved. Paving the ➤ Develop local and state remaining unpaved segments stewardship organizations. Capital Improvements should be a primary goal of Reorganize how the Great River The report concludes with the MRPC and the two affected Road program is administered. suggestions for five capital improve- destination areas. Initiate more local control. It is imperative that local steward– ship organizations identify the visitors they want to attract and how they will accommodate MILE them. The need to develop and MILE MILE promote attractions and services should be initiated by local people familiar with the needs and aspirations of their communities. The state stewardship organiza- MILE 1 tion should be designed to be 1 1 responsive. It should have sufficient clout and resources to 1 3 support local initiatives. 3 3 ➤ Create a coherent and appealing identity. Recognize that 3 1 1 the Mississippi River, not the 1 Great River Road, is the primary 1 attraction. Emphasize the river in order to tie all destination areas together. Use the word Mock-ups for unique Great River Road mileage markers. Such markers would make it easier “Mississippi” in naming each for tourist to follow the road and find the attractions and services they are seeking. 1 4 Great River Road Development Study ➤ Create a system of unique organization. Adding kiosks in throughout the Mississippi River mileage markers. A mileage other communities may be corridor. Many improvements marker system unique to the included as determined by the have been completed. If these Great River Road would assist local stewardship organization. improvements could be linked, the tourist in staying on the The kiosks would be designed a complete system of trails par- route. This is especially impor- to provide information on public alleling the river and linking tant since the fear of becoming attractions along the Great River various attractions and services lost is one of the major reasons Road. It would also incorporate could be created. tourists avoid a particular desti- information important to tourists Twenty years ago, it was nation. Currently, it is very dif- such as advertisements for lodg- envisioned that the Great River ficult to follow the route, even ing, restaurants, recreation, Road would provide such an with a map and knowledge of entertainment, and travel opportunity. Much of the where the road goes. A mileage services provided by the for- system was paved with four marker system coupled with profit private sector. Interpretive foot shoulders which was improved directional signing information about the natural considered adequate for bicycling at intersections would greatly history of the Mississippi River at the time. Unfortunately, decrease any foreboding a Valley and the cultural heritage as a modern bicycle facility, tourist may have toward travel- of the river communities would a four foot shoulder is not ing on the Great River Road. also be included. considered sufficient. A system of unique mileage The kiosk, as part of a general Recently, an organization markers would also make it marketing strategy, would be called the Mississippi River Trail possible for local attractions the hub where several radiating (MRT) has promoted the concept and services to advertise their trips to various attractions and of creating a national trail location as being on Mile “x” services scattered throughout along the river. MRT has of the Great River Road. Not the destination area would be received federal support for only would this be useful to promoted. By using a hub and its effort. The Minnesota Depart- the merchant it simultaneously spoke strategy, not all attrac- ment of Natural Resources has increases the visibility of the tions would need to be on the also supported the development Great River Road to residents Great River Road, merely acces- of several trails, particularly and visitors. The value of the sible from the hub. This will with the National Park Service markers would make it possible allow the route of the Great (NPS) in the Twin Cities. for private interests in each des- River Road to simplified into It is recommended that the tination area to create guide- a spine that will connect MRPC, the local stewardship books based on the markers. the anchor communities and organizations, MRT, DNR, NPS, specifically, the anchor kiosks. and other agencies and organi- ➤ Create a system of gateway The anchor kiosks will act as zations work together to com- kiosks in the anchors of each gateways to visiting the whole plete the system. Typically, destination area. Design and community. this could be accomplished construct a unique Great River by paving the shoulder of the Road Gateway Kiosk in each ➤ Complete the bicycle and Great River Road or creating anchor community. Kiosks pedestrian trail parallel to an off-road trail where traffic should be built, preferably the Mississippi River from volumes make it unsafe to at a travel information center Lake Itasca to the Iowa border. pedal on the highway. It is or other major attraction for It is unlikely that many tourists recommended that the state-aid tourists on the river in Itasca would bicycle or hike the whole standard 8-foot shoulder not State Park, Bemidji, Grand route in one trip from Lake be applied if traffic volumes Rapids, Brainerd, Little Falls, Itasca to the Iowa border. are low and paving an 8-foot St. Cloud, Minneapolis, St. Paul, In this, they are like their shoulder would adversely Red Wing, and Winona. The motorized brethren. Nonetheless, impact visual quality or exact location should be deter- bicyclists and pedestrians are some other environmental mined by the local stewardship requesting improved facilities or social value. 1 5 Great River Road Development Study ➤ Assist local communities spend approximately $32.00 per day in developing their riverfronts. in Minnesota. A 1998 Minnesota The Mississippi River and the Office of Tourism Study concluded communities that grew along that residents spend approximately its banks are major attractions $43.00 as tourists and non-residents to a tourist. Redeveloping the each spend approximately $50.00. riverfront provides a way for With 2.5 people per traveling party, a community to conserve and the Great River Road should be gener- share with tourists its natural ating at least $80.00 per party per and cultural heritage. The day for food, lodging, vehicular authenticity and charm of old expenses, and shopping. It is not. buildings, the commercial activi- According to the survey (Question 68) ty found in the river and the conducted by Gartner Consulting, riverbanks, and the inspiring the median party was spending natural landscape provide value $69.00 per day for these essential to residents and tourists. By travel items. At a minimum, average improving access to the river, expenditures for essentials could be renovating buildings, creating increased by over 16% with proper scenic overlooks, and developing promotion. riverfront recreational facilities, If more was done to target out- a community naturally promotes of-state visitors, especially those in travel to the Mississippi River, upper income brackets who may be the Great River Road, and every attracted to Minnesota's reputation other river community through- for pristine wilderness and clean out Minnesota. cities, it may be possible to enhance this percentage increase drama- Economic Implications tically. Similar efforts by other The Great River Road currently Minnesota Destination Areas in underperforms statewide averages northern Minnesota, have increased for tourist spending. The median the spending of the average tourist Great River Road party of 2.5 people to approximately $53.00 per day. only spent $6.00 per day on non- This would translate into $132.50 essential shopping or $2.40 per for each party traveling on the person per day. The opportunity Great River Road—a fantastic 92% for Great River Road tourists to con- growth over current levels. Such an tribute to local economies has not increase in economic activity would been realized. This outcome is not be substantial. unexpected. Traditionally, only free public resources associated with Summary Great River Road have been promoted. By implementing these recom- By partnering with the for-profit mendations and improving the private sector in local destination administration of the Great River areas, the amount of money spent Road Program, the Minnesota by tourists on consumer articles Department of Transportation will could also be increased substantially. be able to complete what it set out In 1998, TravelScope, a national to do with this study: Create a Great survey of tourist spending behavior, River Road that enlivens communities concluded that a tourist would and excites tourists.

1 6 Great River Road Development Study Section 2 linking river towns along the Mn/DOT continues that after the Mississippi would be a sure way to war the: Program History promote visitation and commercial development. Nonetheless, whenever Study of the Great River Road he Minnesota Department or however the idea first originated, was first authorized by Congress of Transportation (Mn/DOT) by 1938 it was receiving national in 1949. Two years later, the T documented the history attention and had become a federal Bureau of Public Roads and the and purpose of the Great River Road program. National Park Service completed program in its original Great River The essential concept was to the report. Other studies were Road Route Selection and Develop- create a parkway on both sides of completed in the 1960s by the ment Guides. These documents, the river from Lake Itasca to the National Park Service and the written in the late 1970s and early Gulf of Mexico. Some accounts claim Federal Highway Administration 1980s, explain how the idea of this original concept was for a four- (FHWA). Recommendations for constructing a parkway along the lane highway on both sides of the land acquisition, scenic ease- Mississippi River was conceived by river. Extensions of the parkway ments, access control, amenity President Roosevelt’s Secretary of would reach into Canada and the development and road alignment the Interior, Harold Ickes, in 1938. Pan-American Highway in Mexico. were included in the agencies’ However, other references cloud the The Great River Road would be part examinations. picture and it is not clear if Ickes’ of a continental road system. idea was new or if he was merely To start, Ickes proposed a Although a significant amount promoting an existing concept. parkway to match the Blue Ridge of study was directed to the Some authors refer to an earlier Parkway and the Natchez Trace Great River Road in the 1960s time period when explaining the Parkway then being developed under and early 1970s, funds for origin of the roadway. The idea of his patronage by the National Park development were not available the road, like many roads in the Service. Planning, design, and con- because of high priorities placed early twentieth century, may have struction of the Great River Road, on the Interstate System and been the idea of private enterprise however, would wait until after the other National Defense Highways. and civic boosters who thought Second World War. The 1973 Federal Highway Act authorized funds but these were not allocated to the 10 river states until 1976. Also in 1976, federal guidelines and regulations, including priorities and new location criteria were released.

Blue Ridge Criteria Parkway Some of these regulations are Great River crucial to understanding why Road things were done the way they were Natchez Trace done. For example, for a project to be Parkway eligible it had to be on the federal- aid highway system. This meant that Figure 2-1: local roads that may be closer to the MAJOR PARKWAYS river could not be used as the route PROPOSED BY for the Great River Road. Furthermore, ROOSEVELT’S ADMINISTRATION. for the project to be eligible it had to Harold Ickes, President Roosevelt’s “be located on roads on the approved Secretary of the Interior proposed, in 1938, a system of three National Parkways. Only the Blue Ridge Parkway Great River Road location.” This and the Natchez Trace Parkway were completed as parkways meant that if an amenity project was 2 administered by the National Park Service. to be constructed or an historic site 1 Great River Road Development Study restored with Great River Road funds, were part of enhancing recreation) tively. South of Hastings, another it had to be adjacent to a designated were not part of the Great River Road State Route would follow U.S. route or spur. This rule created a lot program. Regulations effectively lim- Highway 61 and State Trunk of official spurs and alternative routes. ited participation to non-commercial Highway 26 to the Iowa border. In addition to these federal attractions. Rules even regulated regulations, the State of Minnesota commercial signage, requiring that Mississippi River created some of its own rules related off-premise outdoor advertising particularly to the designation of a be prohibited by “local zoning, Parkway Commission State Route. State Routes, by act of regulation or ordinance.” Lodging, To promote and coordinate the Minnesota Legislature, would be restaurants, service stations were the development of the Great River limited to Minnesota Trunk Highways. not discussed or incorporated into Road, the Mississippi River Parkway This would limit the burden on the development of the Great River Commission was formed. It included county and municipal systems. It Road. The commercial needs of the ten river states and two Canadian also severely limited where the road the tourist were not identified or provinces, Manitoba and Ontario. could be designated and preempted accommodated. Indeed the federal The Commission has been in exis- locating the road using access to location criteria all but ruled out tence since at least 1938 but it scenic, recreational, or historic new commercial development may actually predate Ickes’ proposal. locations as the only criteria. stating that: Each state, in turn, has a State Mn/DOT defined the purpose Commission. Minnesota has a very of the Great River Road: The road shall be located so that active commission and is a significant unique values of the corridor leader in the national organization. The purpose of the Great River may be protected. This may be The Minnesota Mississippi River Road is to provide a scenic, accomplished by appropriate Parkway Commission is composed recreational and historic roadway route selection, effective control primarily of representatives from along the Mississippi River. The or elimination of development Minnesota’s legislative bodies and proposed Great River Road expe- inconsistent with the nature champions the activities of Mn/DOT rience will be multifaceted; it and performance of the highway and other agencies assisting commu- will not only foster a greater through zoning or other land nities in promoting the Great River appreciation of our natural use restrictions, the acquisition Road and the Mississippi River as a and historic landscape but offer of scenic easements and where tourist destination. major recreational opportunities necessary the direct acquisition to the traveler. Essential to its of scenic, historic, woodland or Funding success is the conservation of other areas of interest in fee or Funding for the Great River existing natural features such by other appropriate measures. Road Program was categorical until as woodlands and river valleys 1986. This meant that money was and preservation of historic The federal concept was to set aside for the Great River Road sites and landmarks. develop a single National Route and could not be spent on any other on one side of the river alternating type of road project. Millions of The scope was narrowly defined. between its east and west sides. In dollars were available to be divided Improvements were limited to those Minnesota, the 426-mile National by ten states. Each state was allo- that would be found on a similar Route would extend from Lake cated a certain amount based on parkway developed by the National Itasca to Point Douglas, near several factors including the length Park Service. In practice, improve- Hastings. The National Route would of the road in the particular state. ments would be restricted to the usually be mirrored on the other Minnesota had an extremely long development of the roadway, the side of the river with a designated segment of the roadway and received enhancement of outdoor recreation, State Route. State Routes would proportionally a large share of the and the restoration and interpreta- also extend from the Headwaters to money. When states failed to spend tion of historical sites. Travel services Winnipeg and Bemidji to International their allotment, the other states (except for rest areas—which were Falls. These routes would be called could request redistribution. part of developing a safe highway the West Canadian Extension and Minnesota was very successful system—and scenic overlooks—which the East Canadian Extension, respec- at not only spending its original 2 2 Great River Road Development Study allotment but in receiving a substan- jects for funding. For road improve- byways—has spurred new life into tial proportion of the redistributed ments to be funded, especially roads the Great River Road program. The money. This made the program very with low traffic volumes, considerable entire route, in all of its permuta- popular with Mn/DOT engineering interest had to be displayed by the tions, is eligible for enhancement staff and County Engineers who public before road authorities would monies. The National Route of the could get improvements to their divert money from more pressing Great River Road from Itasca to low volume roadways funded. transportation concerns. Since many Hastings and the State Route down- High on the list of eligible proof the Great River Road routes were stream from Hastings to the Iowa jects were planning and preliminary on previously improved or little used Border is a designated Minnesota engineering studies to determine county roads, additional improve- Scenic Byway. This segment is eligible route selection and amenity devel- ments were typically not a priority for scenic byway funding. Various opment. Mn/DOT authored a series and funding of Great River Road projects, like the creation of new of Route Selection and Development projects waned. interpretive markers, have been Guides for the six segments of the The lack of public support and designed and installed as part of National Route documenting the the organized hostility by property these new highway funding mecha- route selection process and offering rights activists, slowed enthusiasm nisms. In addition to the interpretive suggestions for amenity improve- for the project by local and state signs, other proposals for improving ments. As part of the route selec- public officials. The tourism indus- the roadway have been advanced tion process, alternative routes were try, which had not been consulted by Mn/DOT, the MRPC, and various evaluated and community meetings in the development of the route, communities along the route. It were held. As a result of negotiations was disinterested and failed to was, however, apparent to the MRPC with local officials, National and recognize the value of the route and Mn/DOT that the Great River State Routes were officially desig- enough to become organized boosters. Road was not reaching its potential nated. Both the National and State Subsequently, the general public, as a tourist route in Minnesota. Routes received approval from the public officials, and even groups Before additional funds were com- Minnesota and National Mississippi interested in tourism or the river mitted to the highway, Mn/DOT River Parkway Commissions, the did not rally to support continued requested proposals from consul- state legislature, and the Federal government assistance for developing tants on how to best evaluate the Highway Administration. a parkway along the Mississippi. effectiveness of the current program By 1986, however, the era of The advent of ISTEA and TEA-21 and various development options. categorical funds expired. After 1986, transportation funding programs— This Development Study—premised all Great River Road projects had to specifically the funds for transpor- on tourist needs—is the result of compete with all other highway pro- tation enhancements and scenic that request.

2 3 Great River Road Development Study Section 3 The Mississippi River Parkway Extension, continues north to Commission (MRPC) is composed of International Falls and then into Project Purpose ten members: two state senators; Ontario. (See Figure 2-1: Great River two state representatives; five public Road Routes). Several spurs, some Program Status members, appointed by the heads of long (including one that circles he Great River Road five state agencies (Agriculture, Trade Lake Mille Lacs) and some short represents a major and Economic Development, Natural (like one that races to the James investment by the State Resources, Transportation, and the J. Hill House on St. Paul’s Summit T Historical Society); and a tenth Avenue), add a significant amount of Minnesota. The investment was the result of over sixty years of member appointed by the other of miles to Minnesota’s Great River efforts by the Mississippi River nine. The MRPC, working primarily Road network. Parkway Commission and its partner- with the Minnesota Department of Maintaining this huge network, ing state agencies. The commission Transportation (Mn/DOT) in the late fell on the Minnesota Department is a legislatively mandated body 1970s and early 1980s, garnered of Transportation and the counties charged with promoting, preserving, a substantial amount of money to whose roads comprised the system. and enhancing the Mississippi River develop and promote a scenic and Originally envisioned as a program Valley while encouraging the develop- recreational corridor from Canada to that fostered tourism and recrea- ment of the Great River Road and Iowa. The money was used to evalu- tional development, interest in the its amenities. ate and select routes, determine and Great River Road program had waned with the withdrawal of categorical Manitoba design amenities for travelers, construct improvements to the roadway funds. It was unknown if tourists Ontario and adjacent amenity sites, and were being attracted to the road promote tourism. and what benefit agencies or the In Minnesota, communities they served were receiv- West East the Great ing by having a state or nationally Canadian Canadian designated road running through Extension Extension River Road corridor consists their towns and countryside. of nearly 1200 miles What was needed was a thorough of roadway, including evaluation of the system of tourists parallel segments on both and attractions found on the Great sides of the river between Lake River Road. In particular, it was Itasca and Hastings. One side necessary to determine who were is a State Route, the other the the tourists and potential tourists and how the development, manage- National official National Route. At Point Route Douglas, near Hastings, the Great ment, and promotion of attractions River Road National Route leaves and travel services affected tourists the State of Minnesota and continues and tourism. From that assessment, on the Wisconsin side of the river. a series of implementation strate- The State Route, however, con- gies and priorities could be devel- tinues south to the Iowa oped to enhance tourism on the border on the Minnesota Great River Road in Minnesota. side. The State Route State Route also extends north Proposals Requested on two routes to Working together, the MRPC and Figure 3-1: Great River Road Routes Canada. One, the Mn/DOT solicited proposals to study The Great River Road in Minnesota is comprised of National Western Canadian the Great River Road. The purpose and State Routes. The National Route extends from Lake Extension, travels of the study was threefold. It would Itasca to Hastings. A State Route parallels the National to Manitoba and primarily: Route usually on the other side of the river. Near Hastings, ➤ the National Route crosses into Wisconsin but the State eventually Winnipeg. Conduct an inventory of the Route continues to Iowa. There are two Canadian Extensions The other, the roadway and the amenities that which connect the tourist to Canada. Eastern Canadian had been proposed and built by 3 1 Great River Road Development Study the program. Such an inventory would document what the Great River Road program had accomplished. The inventory would determine if the agencies and amenities originally proposed organizations who had been constructed or not; have been associ- and if they had been constructed, ated with managing were they still in good shape. resources, advoca- The inventory would serve as ting community a basis for justifying a request Figure 3-2: development, or for additional state or federal Motivation promoting tourism funding. Effects Destination along the Mississippi Tourists with River or Great River ➤ Determine if continuing to different types of Road. It also sug- maintain and promote the existing motivations are gested that a series 1200-mile route was justified by attracted to different of newsletters be tourist interest. In particular, it destinations along sent to potential was requested that the Canadian the Mississippi River. supporters and Extensions be evaluated for their public open houses effectiveness as tourist routes. be held to assure The necessity for a parallel input from special State Route from Lake Itasca to interests and the Hastings was also to be evaluated. general public. This stake- toried; what, if anything, should be holder involvement process would ➤ Determine if the existing orga- edited from the network of highways provide direction for the study. nizational structure was still a that comprised the Great River Road; One of the major tasks was to reasonable way to develop and how the Great River Road can best inventory resources that tourists promote the Great River Road. be developed and promoted; and would find attractive or important how should it be managed. on the Great River Road including Consultant Response It had a simple premise: How an understanding of the existing The Consulting Study Team that could the Great River Road be more highway infrastructure, recreational was selected to perform these tasks than symbols on a map? More than resources, and cultural resources. was organized by Short Elliott signs on the side of the road? How To eliminate duplication of efforts Hendrickson Inc., a firm with could the Great River Road enliven and to reduce costs, electronic Landscape Architects specializing a community and excite a tourist? inventories were secured from various in recreational highway planning How could a route managed by government sources and transferred and design. The team included numerous authorities achieve a to a computerized GIS (Geographic Economics Research Associates with coherence that beckons, engages, Information Systems) database. personnel who specialized in com- and thrills? What would be the Inventories that were not available munity development and heritage electrifying story that communities electronically were gathered by tourism. It also included Gartner would tell their children and tourists referring to other sources, such as Consulting, a firm with personnel would take home? maps, the Internet, or field reviews. knowledgeable of tourism trends The product was a comprehensive in Minnesota and The 106 Group, a ArcView GIS database of the resources cultural resource management firm. Project Scope and their attributes that constitute The work plan proposed by the and Products the Great River Road experience Consulting Study Team was based The Consulting Study Team in Minnesota. on the concept that the user of suggested that Mn/DOT form an A survey of visitors to the Great the roadway—the tourist—would Advisory Committee to secure River Road was also performed. The determine what should be inven- information and counsel from survey was used to determine what 3 2 Great River Road Development Study were the characteristics of a typical tions were visiting different parts promotion and development efforts visitor to the Great River Road and of the Great River Road. This meant on the National Route between Itasca how they perceived their experi- that different development and pro- State Park and Hastings and the State ence. The visitor survey would later motional strategies would need to Route downstream from Hastings, determine the basis for a tourism be used on different markets for Minnesota’s Great River Road would marketing strategy. In particular, different segments of the Great be better understood by the tourist, it identified that River Road. (See Figure 3-2: more coherent and manageable for tourists with Motivation Effects Destination). administrative agencies, and more different motiva- As part of the inventory of easily promoted by tourism bureaus. the existing system and visitor Lastly the proposal by the International Falls preferences, the necessity, Consulting Study Team suggested effectiveness, that the ultimate product produced East Canadian and benefits by the study would be a Great River Extension of the many Road Tourism Development Council. Great River Road The purpose of the council would be routes were evaluated. to ensure that the ideas generated Itasca Working with the Advisory by the study would be implemented. State Park Committee and meeting with It had been originally envisioned affected communities convinced that the Advisory Committee would the Study Team that by focusing morph into this new role. However, as the project concluded it appeared that the Advisory Committee had National Route Figure 3-3: Study Area completed its task and that the The Study Team focused its attention on the East Mississippi River Parkway Commission Canadian Extension from International Falls to Bemidji, the National Route from Itasca State Park itself should be modified to increase to Hastings, and the State Route downstream of its stature and its ability to command Hastings to the Iowa border. resources to accomplish its goals. Hastings

State Route

3 3 Great River Road Development Study Section 4 were inventoried. Recreational, and clusters of services emerging cultural, river, or transportation from the data. Not unsurprisingly, Resource resources that could be valued by travel services were congregated Great River Road tourists were cata- near the larger cities along the river Summary logued for the whole corridor from including, Bemidji, Grand Rapids, International Falls to the Iowa border. Brainerd, Little Falls, St. Cloud, the he Mississippi River Valley Typically, resources were catalogued Twin Cities, Red Wing and Winona. is composed of many if they were found within one mile These patterns later would be used to T recreational, cultural, of either the river or the Great River determine if there was a critical mass river, and transportation resources Road. In cities with a population over of attractions and services to create a that support and contribute to the 5,000 people, the geographic scope “demonstration area” to serve as an experience a tourist has while travel- of the inventory expanded to include example of how a particular segment ing on the Great River Road. Some those resources that were associated of the Great River Road could be of these resources were developed or with the Mississippi River or the developed to enhance tourism. Once enhanced through funding supplied Great River Road. a demonstration area was selected, by the Great River Road program. When the preliminary inventory private attractions and services were The State of Minnesota has estimated was presented to the Great River included in the discussion of how to that it and the federal government Road Development Study Advisory enhance and promote it. have spent tens of millions of dollars Committee, the committee suggested to plan, design, and construct the that although the inventory of public roadway and enhance the recre- Methodology resources was useful, it was insuffi- The inventory was conducted ational, cultural, river resources cient. They counseled that public using several methods of data col- associated with it. In addition, the resources alone do not satisfy lection. To avoid duplicating the State of Minnesota, has spent tens tourists. They suggested that if inventory efforts of other govern- of thousands promoting both the tourism was to be enhanced on the mental agencies, Mn/DOT requested National and State Routes of the Great River Road, it needed to be that the Consulting Study Team Great River Road. The Minnesota better understood. In order to be obtain as much information from Department of Transportation, the understood, both public and private existing databases as possible. agency that contributed most of the attractions would need to be inven- Although many agencies, including funding and led the development toried and analyzed. The Advisory some counties and municipalities, and promotion of the route, wanted Committee urged the Consultant provided some electronic data, to know if its efforts to develop and Study Team to include commercial the Minnesota Department of promote the Great River Road have attractions and services provided by Transportation, the Minnesota been useful in enhancing tourism or the for-profit private sector in the Department of Natural Resources, if the program should be adjusted to study. In particular, they suggested the U.S. Army Corps of Engineers, fit the needs of contemporary tourists that the lodging, restaurant, and the U.S. Forest Service, and the and local communities. As one of vehicular services on which tourists Minnesota Historical Society pro- the first steps in this evaluation, are dependent must be considered vided the bulk of the electronic data. an inventory of existing recreational, if the development and promotion Information was also gleaned cultural, river, and transportation of the Great River Road was to be from maps, brochures, and other resources was conducted. enhanced and tourism increased. material printed by dozens of Although including commercial public and private sources. In addi- Scope of Inventory attractions and services in the invention to material from the Minnesota Between the summer of 1998 tory was not possible given the con- Department of Transportation, the and the summer of 1999, the tractual scope of the project, the Minnesota Department of Natural Consulting Study Team conducted Study Team did try other methods Resources, the U.S. Army Corps of an inventory of resources that facili- to assess private-sector support for Engineers, the U.S. Forest Service, tate tourism on the Great River Road. tourism. Using a national database of and the Minnesota Historical Except for private golf courses open economic resources1, the Study Team Society, information from material to the public, only those resources evaluated aggregate data on travel printed by the U.S. Fish and Wildlife 4 that were managed by public agencies services and noticed several patterns Service, the National Park Service, 1 Great River Road Development Study the Minnesota Office of Tourism, the Chambers of Commerce were conduct- 31 separate facts were catalogued Mississippi Headwaters Board, and ed as part of the tour. Information for each resource. Some facts were the University of Minnesota was on public and private attractions and standard and gathered for each used. Information was also collected services that could be added to the resource, such as its address, who from printed material promoting inventory was collected during the was the maintaining authority, and specific attractions and services, interviews. Conversations with facility if it had received funding from the such as museums and historic sites. managers, particularly those at state Great River Road program. Other Information was also gathered from and county parks and historic sites, information was unique to the public and private Websites. In par- were also conducted and yielded addi- particular type of resource. For ticular, Websites maintained by the tional inventory information. example, for interpretive markers its Minnesota Office of Tourism, the During the course of the project, Interpretive Theme was catalogued. Minnesota Department of Natural a series of ten Open Houses arranged For campgrounds, the Number of Tent Resources, the U.S. Army Corps of by Mn/DOT were also used to gather Sites and the Number of RV Sites were Engineers, and the U.S. Fish and information directly from the public noted. About one-quarter to one- Wildlife Service were extremely useful about resources found on the Great third of the information was specific for gathering information on public River Road. During the Fall of 1999, to a particular type of resource. resources. The Minnesota Office of after the demonstration areas were Transportation resources were Tourism’s website was also particular- selected, members of the Study Team, also added to the database. Trans- ly helpful in gathering information reviewed the corridors and conducted portation resources are based on on private services and attractions. further research on public resources Mn/DOT’s segmentation of the high- The inventory was supplemented and private attractions and services to way system. Typically information by extensive field reviews. Field better understand what was needed to is by control section. Each control reviews were initiated in July 1998 enhance tourism in the four selected section is considered a separate with a tour of the entire route from demonstration areas. resource. In addition to the high- International Falls to the Iowa border These efforts have been cata- way itself, rest areas and trails are by the Mn/DOT Project Manager and logued in a computer database included as transportation resources. the Consulting Study Team. The ini- constructed using ArcView®GIS, a All in all, over 3,000 transportation tial field review identified several geographic information system pro- resources were catalogued. resources including: publicly owned gram that essentially stores informa- Table 4-1: Inventory Statistics tourist-oriented recreational resources tion in relationship to a point, line, lists the number of resources or sites and river resources, cultural resources or area on a map. The database has inventoried, the number of attributes on the National Register of Historic records for over 1400 sites related or facts collected about each resource, Places, and the attributes of the to recreational and river resources. It and the total number of attributes roadway. Simultaneously, a series of has records of over 1600 sites related collected per resource category. A interviews, organized by the Mn/DOT to cultural resources. Nearly 94,000 complete list of what was inventoried Project Manager, with many local pieces of information were gathered for each type of resources follows in Convention and Visitor Bureaus or on these 3,000 sites or approximately the next part of this section.

Number of Facts Listed Total Number Category Resources per Resource of Attributes

Recreational Resources 1,225 28 34,300 River Resources 179 29 5,191 Cultural Resources 1,648 33 54,384 Transportation 3,224 33 106,392 Resources Total 6,276 123 200,267

Table 4-1: Inventory Statistics The table shows a summary of the information that was gathered as part of the Great River Road inventory of recreational, river, cultural, and 4 transportation resources. 2 Great River Road Development Study Inventory Results Attribute Acceptable Data Entries Inventory Categories GIS Shape File Computer code for a point, line, or area on a map The Study Team inventoried four categories of resources: river Name Name of the place being inventoried as titled by the resources, recreational resources, Maintaining Authority cultural resources, and transportation Source ID Number or symbol assigned by the Source resources. Specifically, it inventoried the following: Great River Combination of the Source and Source ID Road ID ➤ Recreational Resources • Parks Maintaining Standard established acronyms of federal, state, or other • Forests Authority authorities, usually also the Source • Wildlife Refuges Location by Site address or Maintaining Authority address • Campgrounds Address • Picnic Areas Location Use city from “location by address.” If address not known, • Interpretive Markers by City then locate site to closest city on Official Mn/DOT Map, or • Museums if located equally between two cities, locate by the city that • Golf Courses is upstream • Festivals Location by Use zip code from “location by address” Zip Code ➤ Cultural Resources Location Use “location by address” road number and highest ranking • National Register Sites by Road road designation (use state designated “Minnesota Trunk Highway 51” rather than the municipally designated ➤ River Resources “Snelling Avenue”) • Beaches Location by Adjacent trunk highway number • Fishing Piers Trunk Highway • Water Access Location by As designated by Mn/DOT • Dams Control Section

➤ Location by As designated by Mn/DOT Transportation Resources Mn/DOT ATP • Great River Road District • Rest Areas Location Actual site or use “location by address” to determine county • Trails by County • Trail Heads • Tourist Region Location of Actual reference point as calculated by Mn/DOT Reference Point General Data Collection Great River Received categorical funds from FHWA? Yes or No General information was collect- Road Funding ed for each resource using standard Telephone Site specific public information number or Maintaining data-entry protocols. It was necessary Number Authority‘s public information number to standardize information from vari- E-mail Site specific general e-mail number or Maintaining ous sources to make it useful for Authority‘s e-mail number future analysis. For example, some Website Site specific home page or Maintaining Authority‘s databases might list the Minnesota home page Department of Natural Resources as “DNR,” others might list the same River Context IN, if in the water; ON, if on the water; NEAR, if within 1/4 mile of the river; NULL, if further out agency as “MNDNR” or even “Natural Resources.” Although humans are quite capable of understanding that Table 4-2: Protocols for General Attributes This table lists the general attributes that were entered for each individual resource. If the the Minnesota Department of Natural attribute was “Not Applicable” for a certain resource (for example, a segment of roadway Resources can be referred to as its does not have an address), “NA” was entered into the database. If the data was pertinent but 4 full name or as several different unknown (such as a telephone number that couldn't be found), the attribute was left blank. 3 Great River Road Development Study acronyms or even misspelled, a its future users, it is recommended tional, cultural, river, and trans- computer typically cannot recognize that these standard protocols be portation resources is detailed these subtle differences. Conse- followed. below. This data will be useful quently, it was necessary to develop to those organizations that will standard data-entry protocols that Resource Specific Data provide stewardship for enhancing defined exactly what could be Collection and promoting tourism on the entered into the Great River Road In addition to the general Great River Road. GIS database. Figure 4-2: Protocols attributes, data was collected spe- for General Attributes is a summary cially for each type of resource. For Recreational Resources of the protocols used to enter instance, it was noted how many Table 4-3: Protocols for Recrea- information about each resource. tent sites were available in a camp- tional Resources is a summary of As additional data is collected ground. The protocols for cataloging the types of resources and their and attached to the database by this resource specific data for recrea- attributes specifically collected for recreational resources. Figure 4-1: Typical Map of Recreational Attribute Acceptable Data Entries Resources is a map that illustrates Parks Yes or No if there are Picnic Areas, Campgrounds, Cabins, how this data can be displayed Boating, Swimming, Golfing, Historical Sites, Archaeological from a GIS system. Sites, Hiking Trails or Bicycling Trails. If yes for Hiking Trails or Bicycling Trails, enter number of miles. Cultural Resources Forests Yes or No if there are Picnic Areas, Campgrounds, Cabins, Table 4-4: Protocols for Cultural Boating, Swimming, Golfing, Historical Sites, Archaeological Resources is a summary of the types Sites, Hiking Trails or Bicycling Trails. If yes for Hiking Trails or Bicycling Trails, enter number of miles. of resources and their attributes specifically collected for cultural Wildlife Yes or No if there is Hunting Allowed. Yes or No if there are resources. Some of this information is Refuges Songbirds, Migratory Birds, Fur Bearing Mammals, Large Mammals, Hiking Trails, or Bicycling Trails. If yes for not in the GIS database but is avail- songbirds, enter number of species. If yes for Hiking Trails or able as a separate database. The GIS Bicycling Trails, enter number of miles. database has location information. Campgrounds Yes or No if Advanced Registration is allowed. Yes or No if Figure 4-2: Typical Map of Cultural there are Tent Sites, RV Sites, Showers, Potable Water, or Resources is a map that illustrates Toilets. If yes for Hiking Trails or Bicycling Trails, enter what data is on the GIS system. number of miles. If yes for showers, enter quantity. If yes for toilets, enter if Pit, Flush, or Portable. RV sites must include electrical hook-ups to be counted as RV sites. River Resources Table 4-5: Protocols for River Picnic Areas Yes or No if there are Parking Stalls, Tables, or Shelters. Resources is a summary of the types Enter quantity if data available. Yes or No if there is Potable Water or Toilets. If yes for toilets, enter if Pit, Flush, of resources and their attributes or Portable. specifically collected for recreational resources. Figure 4-3: Typical Map Interpretive Enter construction date, erecting authority, Marker Type as Markers defined by MHS. Yes or No if Image or Text is Available from of River Resources is a map that MHS. Enter Interpretive Theme as defined by MHS. illustrates how this data can be displayed from a GIS system. Museums Define Museum using MHS Interpretive Themes Golf Courses Public or Semi-Public. Yes or No if Reservations Accepted. Transportation Resources Yes or No if there is a Public Restaurant or Pro-Shop. Table 4-6: Protocols for Trans- Festivals Identify primary theme and events. portation Resources is a summary of the resources and their attributes Table 4-3: Protocols for Recreational Resources specifically collected for recreational This table lists the type of resource and defines acceptable entries for the attributes that resources. Figure 4-4: Typical Map are associated with that resource. If the attribute was “Not Applicable” for a certain of Transportation Resources is a map resource (for example, an interpretive marker may not have an address), “NA” was entered into the database. If the data was pertinent but unknown (such as a museum's that illustrates how this data can be telephone number that couldn't be found), the attribute field was left blank. displayed from a GIS system. 4 4 Great River Road Development Study Parks

Campgrounds

Picnic Areas

Museums

Golf Courses Interpretive Markers

Figure 4-1: Typical Map of Recreational Resources This map illustrates how data can be displayed Festivals from a GIS system.

4 5 Great River Road Development Study Resource Type Acceptable Data Entries

Structure Enter Property Category (Commerce, Domestic, Religion, Education, Government, (Buildings) Transportation, Social, or Recreational and Cultural) Type (commercial building, bank, church, courthouse, theater, bar, post office, office building, restaurant, professional building, etc.) and Yes or No if it is on National Register of Historic Places

Bridge Enter Property Category, Type, and Yes or No if it is on National Register of Historic Places

Park Enter Property Category, Type, and Yes or No if it is on National Register of Historic Places

District Enter Property Category, Type, and Yes or No if it is on National Register of Historic Places

Table 4-4: Protocols for Cultural Resources This table lists the type of resource and defines acceptable entries for the attributes that are associated with that resource.

Figure 4-2: Typical Map of Cultural Resources This map illustrates the location data that can be displayed from the GIS system. 4 6 Great River Road Development Study Resource Type Acceptable Data Entries

Swimming General information only Beaches

River Access Enter if it is a Boat or Canoe Access. Enter if the Access Ramp is Paved or Unpaved. Yes or No if there are Parking Stalls for a Car and Trailer. If yes, provide quantity.

Fishing Piers Yes or No if there are Parking Stalls. If yes, provide quantity.

Dams Yes or No if there are Parking Stalls. If yes, provide quantity. Yes or no if there are Locks and Shore Fishing.

Table 4-5: Protocols for River Resources This table lists the type of resource and defines acceptable entries for the attributes that are associated with that resource. If the attribute was “Not Applicable” for a certain resource (for example, a fishing pier may not have an address) “NA” was entered into the database. If the data was pertinent but unknown, (such as a dam’s telephone number that couldn’t be found) the attribute field was left blank.

River Access

Swimming Beaches

Dams

Fishing Piers

Figure 4-3: Typical Map of River Resources This map illustrates how data can be displayed from a GIS system.

4 7 Great River Road Development Study Resource Type Acceptable Data Entries

Great River Enter National or State Great River Road Route Designation. Enter Mn/DOT Route Identifier. Enter County Road Segments Number assigned by FIPS. Transfer Control Section, Control Number, Data Year, ADT from Mn/DOT database. Enter Surface Type, Surface Width, Shoulder Type, Shoulder Width and if it is Divided or Undivided from field review or Mn/DOT database. Rest Areas & Travel Enter Class (I-IV). Yes or No if there are Parking Stalls, Tables, or Shelters. If yes, provide quantity. Yes or Information No if there is Potable Water or Toilets. If there are toilets, enter if they Pit, Flush, or Portable. Centers Trails Yes or No if there are Hiking Trails or Bicycling Trails. If yes, enter number of miles. Trail Heads General information only. Tourist & Travel General information only for State Travel Information Centers and local Tourist Information Centers. Enter Information one of four Marketing Areas as defined by the Minnesota Office of Tourism. Centers

Table 4-6: Protocols for Transportation Resources This table lists the type of resources and defines acceptable entries for the attributes that are associated with that resource. If the attribute was “Not Applicable” for a certain resource (for example, a road segment does not have an address) “NA” was entered into the database. If the data was pertinent but unknown, (such as the address for a rest area) the attribute field was left blank.

Rest Areas

Trails Great River Road Segments

Trail Heads

Travel Information Centers

Figure 4-4: Typical Map of Transportation Resources This map illustrates how data can be displayed from a GIS system.

4 8 Great River Road Development Study Conclusion for tourists must be a local decision about how resources and communi- An extensive amount of informa- since it involves choices about com- ties along the Mississippi River and tion about the recreational, river, munity development and the quality the Great River Road could be devel- cultural, and transportation resources of life residents will enjoy. Although oped to enhance tourism. on the Great River Road has been this study does suggest some capital Understanding what resources catalogued in a GIS computer data- improvements for a few selected are available to attract tourists is an base. This database will be useful destinations, the suggestions are, important component in developing a to those organizations that will be in fact, reiterations of proposals development and marketing strategy responsible for maintaining, enhanc- that were offered by local residents, for the Great River Road. Equally ing, and promoting the Great River organizations, or agencies during important, however, is understanding Road in the future, particularly the the course of the study. They have what are the desires of the tourist. proposed local stewardship organiza- not had the advantage of being Desire will determine if a particular tions. By using this database, local reviewed by the whole community resource is valued by the Great River stewardship organizations will be or governmental agencies and may Road traveler. Understanding the able to determine if they have not reflect what the community or tourist and which resources they sufficient resources for the type agencies as a whole would elect to value is discussed in the next section of tourist they are attempting to improve. Nonetheless, the suggestions of this report. attract and if additional capital which are presented had the advan- improvements are necessary. tage of being useful to developing The decision to develop or tourism and have been included as enhance access to certain resources recommendations to begin a dialogue 1 ESRI Database

4 9 Great River Road Development Study Section 5 major heading, Travel Styles. What Most survey work was conducted tourists consider the primary attrac- in the late summer or early fall The Tourist tions on the Great River Road and at locations outside the Twin Cities. what factors are currently limiting Unfortunately, the late fall work Introduction tourism along the Mississippi River in the Twin Cities resulted in few he behavior of tourists is also discussed under this heading. intercepts. Tourists were surveyed must be understood and The section concludes with a discus- at sites located in Itasca State their needs and desires sion of how these findings affect Park, Grand Rapids, Brainerd, T tourism under the heading, accommodated, if a community is Little Falls, St. Cloud, Minneapolis, to improve its position as a tourist Tourism Implications. Bloomington, Historic Fort Snelling, destination. This section inventories Red Wing, and Dresbach. The sum- and analyzes the perceptions tourists Tourist Survey mary results represent a typical currently have of the Great River Survey Methodology Great River Road traveler. The methodology used to collect this Road. It suggests how these percep- The Great River Road Visitor data combined two techniques, a tions have affected tourism along the Survey included a battery of ques- personal interview and a mail-back Great River Road and in communities tions designed to illuminate travelers’ questionnaire. on the Mississippi River. A discussion behavior, particularly their attitudes The personal interview was con- of how these perceptions can be and preferences. It also identified their ducted by study team members who used to generate an effective strategy social and demographic characteristics “intercepted” potential respondents to promote, enhance, and manage and other key factors contributing to at the selected sites. The interview the Great River Road is begun in trip planning and enjoyment. enabled the study team to describe this section and will be concluded Tourists were surveyed on nine- the purpose of the survey while in subsequent sections. teen days between August and early asking a number of questions to The analysis of the Great River November, 1998 at locations pre-qualify the subjects for further Road tourist is presented in four along the Great River Road research. During this “Front End” parts. To understand how where tourists congregate. existing perceptions affect- interview, the study team ascer- ed tourism along the Great tained each respondent’s home River Road, travelers were zip code, gender, trip interviewed and surveyed purpose and, most impor- at key locations along the tantly, whether the trip would Bemidji Grand Rapids state and national routes. take the traveling party 100 miles This survey and its results Itasca State Park or more from home. If someone was are reported under the major intending to travel at least 100 miles heading, Tourist Survey. The from home they were classified as a Little Falls survey and additional research tourist for this study. St. Cloud revealed the generic reasons The mail-back questionnaire, why tourists are motivated to which solicited detailed responses, visit a particular destination. Minneapolis was given only to tourists. Tourists Bloomington These findings are presented Fort Snelling were instructed to complete the under the second major head- questionnaire that day and return Red Wing ing, Tourist Motivations. it in a postage-paid envelope to the Tourists who are part of a Minnesota Department of Transpor- Dresbach structured group travel very tation. A copy of the questionnaire differently and have different is included in the Appendix. requirements from those Figure 5-1: Intercept Locations The two-tiered approach was who structure their trip them- Travelers were “intercepted” at ten locations along efficient in that it: selves. How tourists structure the Great River Road. They were interviewed to see if ➤ eliminated wasted effort obtain- they were traveling 100 miles from home. If they were, their trips and the effect trip they were asked to fill out a four-page questionnaire ing and analyzing information structure has on tourism is about themselves and their trip. Out of 1250 ques- from day-trippers and other discussed under the third tionnaires distributed, 555 were returned. short-haul visitors; 5 1 Great River Road Development Study ➤ enabled results from the mail- Reassuringly, the survey’s inter- average) trip lasting nearly a week, back survey to be applied to the nal validity checks did suggest that 6.73 days. The mean, however, was entire sample population, and; respondent bias was not a problem. unduly influenced by one person Comparing responses to questions responding to the survey who was ➤ provided personal contact, which designed to measure essentially the traveling for 300 days on a single increased the response rate. same attitude, demonstrated a high trip! In this case, the median positive correlation, indicating that (statistically, the middle value) The methodology resulted in 555 visitors were being accurately mea- is a more useful measurement for useable questionnaires, representing sured. Moreover, all but one question evaluating tourism. The median a 44.4 percent participation rate from had a nearly perfect response rate, trip length was three days. the 1250 people who took the ques- indicating that the results were not A three day trip is consistent tionnaire. Responses were then tabu- being skewed by people only answer- with how most Americans now lated so that the study team could ing selected questions. It, therefore, vacation—in frequent short bursts. analyze the relationships between appears that the survey was valid and Since the Great River Road cannot variables and thus shed light on that it did measure a truly random be reasonably traveled in three specific tourists with an affinity population of typical travelers. days, these findings suggest that for the Great River Road experience. marketing the road in Minnesota Survey Results would be most effective if it were Survey Limitations Trip Characteristics divided into a series of destina- The results of the visitor survey About 84.4 percent of the survey tions—destinations that could should be understood in context of respondents described their Great be explored in three days—rather the limitations inherent in inter- River Road visit as purely a pleasure than marketed as a single 500 mile preting the data. Several potential trip; while 6.8 percent cited a busi- excursion. sampling biases exist, including: ness purpose, the remaining 8.8 Compared to typical out-of-state ➤ A small respondent pool of visi- percent combined business and travel, Great River Road travelers tors to the Twin Cities segment pleasure on their trip. surveyed took a fairly laissez-faire of the Great River Road. The Length of stay varied greatly, approach to vacation planning. analysis of the Twin Cities market with the mean (statistically, the Almost 57 percent put together would be problematic if under- their plans in less than 100 standing the metropolitan visitor a month. Indeed, one was dependent solely on the fourth planned their trip survey. Fortunately, data from during the previous week. other sources were used later in 80 On the other hand, 33 the study to compensate for this percent made advance methodological problem. plans from 2 to 6 months 60 before departing for the ➤ Influence of the survey sampling Great River Road and sites on the respondent pool. Is 10 percent planned their there a bias introduced by the trip 6 months or more 40 sampling site themselves? Do ahead of time. visitors to the information cen- The current laissez- ters and the other sampling sites faire approach to vacation Percent of Tourists of Percent truly represent the population of 20 planning has several potential Great River Road users? implications for marketing If not, sampling bias has been the Great River Road introduced. Fortunately previous 0 although it is not clear research suggests that there is Business Pleasure Both from the survey which, no substantial difference between Trip Purpose if any, would be more information center users and ran- Figure 5-2: Trip Purpose effective. If people do domly selected visitors found else- not plan their trips much Most Great River Road tourists, nearly 85%, were traveling for 5 where in a visitor destination. pleasure. in advance, they tend 2 Great River Road Development Study 35 Surveyed visitors relied on their own resources to plan their trips. Although 40.8 percent of 30 respondents belong to an auto club, only 11.5 of the sample used their 25 Figure 5-3: Trip Planning services to help plan their route. A majority of tourists (57%) planned Similarly, only 11.8 percent of the their trips in the month before the survey sample received vacation 20 trip. One-quarter planned for their planning information or assistance trip in under one week. from the Minnesota Office of Tourism. 15 Perhaps survey respondents felt confident planning their trips on short notice using their own 10 resources because so many were Percent of Tourists of Percent already familiar with the region 5 where they received the questionnaire. Nearly half (46.2 percent) had previously traveled to the area in 0 which they were currently traveling. 0-1 2-4 1-6 Over Week Weeks Months 6 months The remaining 53.8 percent described Time Planning Trip themselves as first time visitors. For those familiar with the area, the median number of previous toward spontaneous unstructured interesting or that there is not enough trips, at five, reveals that half had travel. To reach that market, the useful travel information available made more than five trips and half Great River Road would need to be to them to plan their trips. had made fewer. The most popular developed and promoted as a nearby Given the attractions and services answer, however, was just one previ- desirable destination that can that are available on the Great River ous trip to the Great River Road. accommodate tourists on a short- Road and the Mississippi River, it Familiarity with destinations notice. For many segments of the is difficult to imagine that it would was a more frequent finding upstream Great River Road, tourist services, not be of sufficient interest to trav- of the Twin Cites than it was down- such as restaurants and hotels, are elers. The lack of useful single-source stream. This suggests that the trips inadequate for spontaneous traveling. information on attractions and ser- Nonetheless, where adequate attrac- vices related to specific segments tions and services have been devel- of the river and the road may oped, such as Bemidji, Brainerd, the be key to understanding why Repeat Twin Cities, or Red Wing, marketing the Great River Road is not Visitors to spontaneous unstructured travel popular among structured could prove effective. visitors. Improving and 54% Another response to this finding coordinating promotional that people who currently travel on efforts may be key to in- the Great River Road do not plan creasing visits by travelers their vacations much in advance, who plan their trips. would be to try to increase the First Time proportion of people who would Visitors 46% rather plan their vacations long in advance of departure. Presently it appears that people who would Figure 5-4: Previous Trips Repeat visitation was slightly higher (54%) prefer to plan their vacations in than tourists visiting the area for the first time advance either believe that the (46%). The graph shows the average for the whole Great Great River Road is not sufficiently River Road. North of the Twin Cities repeat visitation was more common. 5 3 Great River Road Development Study north of the Twin Cities tend to be Figure 5-5 compares what people desire to do certain activities, return trips. Perhaps, consistent like to do with what they actually such as camping, is ranked high with what is known about tourism did during their Great River Road but, in practice, is relatively low. in Minnesota, to a personal cabin trip. For example, while few people The discrepancies could also simply or a favorite resort. This suggests checked visiting campgrounds as an reflect that certain activities were that an effective way to promote activity they engaged in on the trip, either missing from the Great River the Great River Road, north of the it nonetheless ranked fifth among Road experience or insufficiently Twin Cities would be to involve the all preferences. These discrepancies publicized. hospitality industry. South of the between liking and doing may occur With numerous things to see and Twin Cities, it is probably more impor- for several reasons. Some reflect the do, how much time are respondents tant to frequently remind potential respondents’ agenda for a particular willing to devote to exploring tourists of what attractions are avail- trip. Frequently, such discrepancies Minnesota’s Mississippi River? As able using popular media outlets. are the result of a “halo” effect that shown in the Figure 5-6, about surveys induce—people want to say 43 percent of survey respondents Visitor Activities they usually engage in activities feel that a weekend is about the While traveling the Great River that they believe society considers right length of time. This finding Road, survey respondents engaged “correct.” Most Americans think reinforces the previous conclusion in numerous recreational, cultural vacations are to “improve” yourself, that to effectively market the and other activities as shown in either physically, emotionally, Great River Road, it should be divided the chart below: intellectually, or spiritually, the into a series of destination areas. Given the impor- 80 tance of pleasure driving to respondents, 70 which is a top activity in terms of both pref- 60 erence and participation, the visitors 50 surveyed were not especially tolerant 40 of losing sight of the Mississippi River during their drive along 30 the Great River Road. Most accept short Percent of Tourists of Percent 20 intervals without a river view but a third 10 of the respondents have problems if 0 more than 15 minutes elapse. This finding has Golf-10

Biking-8 tremendous implica- Other-14 Fishing-9 Boating-11 Camping-5 Hunting-17 tions for those agen- Gambling-18 Canoeing-15 Swimming-12 cies that manage the Birdwatching-13 Hiking/Walking-1 Great River Road and Pleasure Driving-2 Scenic Overlooks-7

Shopping/Antiquing-6 manage or regulate Visiting Historic Sites-3 Interpretive Markers-16 Visiting Friends/Family-4 Preferred Activities adjacent property. This finding questions Figure 5-5: Preferred Activities The graph illustrates the percentage of tourists that actually engage in those activities that they claim to prefer. Notice whether those portions that although hiking and walking is preferred to pleasure driving, more tourists engage in driving than walking. of the State and Curiously, more people read interpretive markers than would be expected given its ranking as a preferred activity. National routes that 5 4 Great River Road Development Study 50 30

25 40

20 30

20 10

Percent of Tourists of Percent Tourists of Percent 10 5

0 0 Under 1 1 1 Over 2 Under 30 30-60 1-2 2-4 Over 1 Day Day Weekend Week Weeks Minutes Minutes Hours Hours 4 Hours Preferred Trip Length Preferred Driving Time

Figure 5-6: Preferred Trip Length Figure 5-8: Preferred Driving Time Most tourists prefer to spend one weekend on the Great River Road. Short drives, under two hours, were preferred by most tourists.

remove the traveler from the river for extended periods of time are a good public investment. 25 Another implication is the need to maintain views of the river. This may mean regulating land-use between the river and the road, 20 managing vegetation, establishing scenic easements, or adjusting the actual route. These findings make sense when compared 15 to the pleasure driving habits of tourists. An overwhelming 84.7 percent take pleasure drives, but they prefer relatively short trips as shown 10 Figure 5.8. Nonetheless, tourists seem to view the Mississippi River as an attraction worthy Percent of Tourists of Percent of extending their usual short pleasure drive. 5 They are willing to extend their pleasure drive along the Mississippi into a trip lasting at least one weekend. 0 5 15 30 45 1 Over 1 Visitor Attitudes Minutes Minutes Minutes Minutes Hour Hour To measure opinions and attitudes about driving Tolerable Interval between River Views and activity preferences, visitor services, and tourist information gathering behavior, the questionnaire included fifty statements.

Figure 5-7: Tolerable Interval Between River Views Respondents used a five point scale to indicate Over one quarter of the Great River Road tourists wanted to be able to see the river the extent to which they agree or disagree 5 every fifteen minutes. Over half wanted to see the river at least every half hour. with the statement. Findings of note which 5 Great River Road Development Study could influence Great River Road ➤ Flying to a destination is income, they also reflect the extent development and promotion include: not preferred over driving and to which opportunities to spend ➤ Highway travel is perceived as respondents like to drive around money—whether on admissions, a fun activity; their destination. There is some retail goods, lodging accommodations support for using tax dollars or restaurant meals—exist. The survey ➤ Enjoyment of the drive improves to create and manage scenic found that each traveling party if it includes a natural corridor highways. Scenic drives, even (which averaged 2.47 persons of free of unnecessary commercial those with dramatic scenic whom 2.13 were adults) spent activity. vistas, are not viewed as unsafe; approximately $154 per day as shown in Figure 5-9, which equates ➤ Viewing wildlife in natural set- ➤ Respondents perceive themselves to an average daily expenditure of tings contributes to the driving as somewhat outdoorsy; $72.50 per adult. The data behind experience for 75 percent of the numbers, however, reveal that tourists. Some respondents would ➤ Small towns along the way are while some travelers spent large drive out of their way for the pleasurable resources. amounts of money on shopping chance to see an endangered and entertainment (especially at species; ➤ Minnesotans are nice and helpful. casinos), over 50 percent of the respondents spent nothing in these ➤ Interpretive signs provide a useful ➤ Respondents would use an categories. Whether their reticence tool for learning about an area’s interpretive brochure that stems from personal circumstances, historical and natural history; tied points of interest to trip purpose, or availability of mileage markers. spending opportunities requires ➤ Although using the Internet further research. is not a universal practice, nearly Visitor Expenditures 30 percent of respondents conduct How much money do Great River Visitor Demographics a search about their destination Road travelers spend? While expen- The questionnaire concluded before leaving home; diture levels increase with visitor by asking respondents for basic demographic information. The 40 respondents live in households Figure 5-9: Traveling Party Expenditures averaging 2.49 people including two 35 A traveling party of 2.5 adults. This is similar to the average people spent approx- household in Minnesota. The average imately $154.00 per 30 respondent was 55 years old and day. Food, lodging, and enjoyed an average annual family shopping accounted for income totaling $59,000. This is 25 over two-thirds of the expenditures. older than the average Minnesotan and richer than a typical Minnesota 20 family. Slightly more males (52.6 percent) than females (45.8 percent) 15 completed the questionnaire. Figure 5.10 is a map depicting 10 the origin of those visitors that responded to the questionnaire. 5 It is apparent that most travelers Mean Daily Expenditures ($) Mean Daily to Minnesota come from either Minnesota or other Midwestern 0 states. This fact could be interpreted to mean that promotion should Food Other

Gas/Oil focus on these likely sources of Lodging Outfitting Shopping travelers, such as Illinois. It could Type of Expenditure also be suggested that promotion 5 Entertainment 6 Great River Road Development Study three manners: by trip purpose; by geographic location; and by tourist demographics.

Market Defined by Trip Purpose The purpose of a trip, even trips defined pleasure trips, can greatly affect the perception of a scenic route and tourist attractions. The purpose of the trip is directly tied to what motivates a tourist to go on a trip. Is it to visit relatives and friends? Is it to rest and relax in beautiful and tranquil surroundings? Is it to recreate at a favorite resort? Is it to discover and Figure 5-10: Tourist Origins learn about history and nature? Is it The origins of tourists who responded to be entertained? Is it to be trans- to the questionnaire are concentrated formed or transfixed by breathtaking in the Midwest. scenes or inspiring sagas? Or is it to should target those places that have Itasca a World Heritage Site. Lake buy goods and services not found the greatest potential for increasing Itasca could be on every American’s at home? their percentage of tourists who Top 50 National Attractions that The analysis of the survey con- travel to Minnesota, from states like they must visit in order to under- cluded that to develop an appropri- Georgia, Texas, or internationally stand and appreciate our country’s ate marketing strategy, it would from Europe or Asia. In either case, natural bounty and rich heritage. be necessary to understand the promotional materials for people It could rank with Gettysburg, motivations of people for traveling who are less familiar with the the Golden Gate, Old Faithful, on the Great River Road or visiting Minnesota would need to be created. the Liberty Bell, and Yosemite. the Mississippi River. Using the Visitor People that are willing to travel There are several other sites Survey and additional research, seven great distances want to see great worth visiting from St. Anthony key motivations were defined. These things and experience great events. Falls and the Minneapolis Milling motivations are discussed in a sepa- What could the Great River Road District to Chippewa National Forest rate section. offer such demanding tourists? to the Mississippi River Bluffs. The obvious answer is the Nonetheless, it is the Headwaters Market Defined Mississippi River. The Mississippi that makes the Great River Road in by Geographic Location River is a major natural and historic Minnesota unusual in comparison to Figure 5-11 depicts Minnesota’s feature of United States. It is the other nine states the Mississippi Travel Destinations as defined by the well-known throughout the world. passes through on its way to the Minnesota Office of Tourism (MOT). However, the fact that Minnesota is Gulf of Mexico. This difference It is found on the Explore Minnesota the source of the Mississippi River is should be exploited. Website (www.exploreminnesota.com). not as universally appreciated. It may Visitors to the website are directed be possible to position Minnesota, Survey Analysis to obtain information by clicking particularly the Lake Itasca Head- Market Segmentation on the destination area of choice. waters, as a world-class attraction. Markets can be defined in sev- An examination of the website The State of Minnesota may want eral manners. By looking at markets and map reveals several issues to consider lobbying the United in multiple ways, a more effective related to marketing the Mississippi States Congress to request that marketing strategy can be produced. River and the Great River Road, the United Nations designate Lake The study analyzed marketing in including: 5 7 Great River Road Development Study Lake of ➤ The word “river” is used in the Road program should not undermine the Woods name of several destina- it. The issue is how to display and Gunflint Trail Red Voyageur tion areas but it is promote the Great River Road within River Country Bemidji North not consistently used the official tourist destination areas Valley Lakes Country/BWCA for those areas with the without altering their identities. Iron North Mississippi River and the Ideally, the Explore Minnesota County Mississippi Leech Shore Great River Road associated map could be redrawn to show the Headwaters Lake 1000 Grand with them. The destination area, Great River Road as an overlay dis- Lakes Brainerd Duluth Otter Tail Lakes/ River Country, is associated with trict with a separate link, as shown Country Mille River the St. Croix River and Minnesota in the schematic below. Once in Alexandria Lacs Country Lakes River Country is, understandably, that area of the website visitors Central Lakes related to the Minnesota River. could access further information These names may be easily about the Great River Road and Little Crow Lakes Twin confused with the multi-state its unique destination. Cities Minnesota Great River Road marketing River Country campaign called “Mississippi Market Defined by Demographics River Country, USA.” Markets are frequently defined Southern Mississippi Prairieland Lakes River Valley/ by demographics. The social and eco- Bluff Country ➤ From the perspective of the nomic status of tourists can greatly Great River Road, not all desti- affect what they want to see and Figure 5-11: Destinations Areas The Minnesota Office of Tourism has defined nation areas are logical. Bemidji how they see it. The survey, however, standard destination areas for the State of and Itasca, for instance, are found a significant homogeneity Minnesota. located in separate destination among visitors: the average Great areas. If, however, Itasca is to River Road tourist was relatively be promoted to a world-wide affluent and older. ➤ Only two of the destination audience, the accommodations This homogeneity suggests that areas use the word, “Mississippi” and services (especially the there is potential for attracting in their name: Mississippi airport) found in Bemidji new demographic groups. Headwaters for, logically, the would need to be linked Nonetheless, attracting Headwaters area; and Mississippi to the headwaters youth or River Valley/Bluff Country, for the area downstream from the ➤ A few destination areas Twin Cities. For the areas (but not all) on the web- between the Headwaters and site have links to the the Bluff Country, it appears “Great River Road.” that the Mississippi River, let However, only information alone the Great River Road, about the segment within are not valuable to tourists as that destination area is much as are other attractions, available. Since Great River particularly lakes. Road Destination Areas may not correspond to ➤ Lakes function as a central MOT’s Destination Areas, organizational theme, eclipsing it is critical that links the role of the Mississippi River provide access to all of along much of the Great River the Great River Road. Road. The Great River Road passes through such destination areas The Minnesota Office of as Bemidji Lakes, Leech Lake, Tourism has worked hard to

1000 Grand Lakes, Brainerd establish identities for the Figure 5-12: Great River Road Overlay Lakes, Central Lakes, and destination areas shown on The Study Team suggests that the Great River Road Little Crow Lakes. its web page. The Great River be made an overlay destination area. 5 8 Great River Road Development Study families, is not as eas- developments that ily defined as attract- also front the river ing people who have and the Great River common interests and Road. It is important motivations to travel. not to oversell the That people want to scenic qualities of the fish, golf, or bird-watch Great River Road. It is was determined to be important to be accu- more useful in develop- rate in describing the ing a marketing strat- type of experience a egy than targeting tourist can expect to tourists because they have while traveling were either young or on the roadway. middle-class. Again, Part of the problem traveler motivation was Figure 5-13: Great River Road Logo of marketing the Great deemed key to develop- Tourists on the Great River Road were asked to identify the real Great River Road River Road is its name. logo. Only one-fourth were able to do so. ing a successful mar- People all over the keting strategy. approximately 25% of tourists knew world know of the Mississippi River the Great River Road logo. This may but the Great River Road is virtually Market Image be construed to mean a general lack unknown either domestically or The image that a destination has of knowledge about the Great River internationally. It takes considerable in the minds of tourists determines Road among tourists. promotional effort to correlate the the likelihood that a tourist would terms “Great River Road” and the find the destination attractive enough Issues of Image “Mississippi River” in the mind to visit. Creating that image is a In Minnesota, the approximately of a tourist. The Mississippi River long-term investment in a carefully 1200 miles of state and federal Great Parkway Commission (MRPC) has cultivated process. River Road is a victim of its magni- been trying to do this for over 60 The Great River Road is a tourist tude. If it is relatively well-known, years. By incorporating the appella- route that lacks recognition by local it is frequently a local roadway. tion “Mississippi” to each destina- authorities, local residents, and the Although originally conceived of as a tion area, local destination marketing tourist. Although the evidence is parkway paralleling the river, it is not organizations could employ the free primarily anecdotal, it was not perceived as such by Minnesotans, let cache that the river holds in the unusual to find people involved alone visitors to our state. In truth, minds of most tourists. The MRPC in tourist services, at restaurants, the Great River Road is not a park- recognizes the validity of this hotels, and even tourist information way; it is too long; its route is approach in their own international centers that were unaware that the inconsistently marked; and it often marketing efforts which are called Great River Road was designated does not even follow the river. “Mississippi River Country, USA.” through their community. The Great River Road, although The Great River Road is so large The survey found a surprisingly amazingly scenic in some locations, that to a tourist it is nearly impos- large number of travelers on the follows an unassuming Midwestern sible to comprehend. It is composed Great River Road failed to identify river flowing through typical of National Routes, State Routes, the Great River Road sign. The Minnesota landscapes. It also passes Spurs, and Amenity Sites. As noted survey had six signs that purported through typical Minnesota towns. by the Great River Road Advisory to be the Great River Road emblem. Conceived as part of an effort to Committee, the Great River Road, Tourists were asked to identify improve the quality of the river unlike every other Scenic Byway which of the six signs used the experience, it must be recognized in the state, was not the result of correct logo. This was the only that the part of the Mississippi local initiatives. It was designated question that many people failed River experience is to witness a on roadways as a result of a top-down to answer (over one-fourth). Only working river. Wilderness and process instigated by the federal one-half of the respondents correctly bucolic scenes are juxtaposed government and supported by the answered the question. Therefore, with residential and commercial Minnesota Department of Trans- 5 9 Great River Road Development Study portation (Mn/DOT). It still lacks significant local support in many segments along its route. To avoid offending anyone, the Great River Road was designated on both sides of the river. Although the federal government would only pay for improving one side, Mn/DOT and the MRPC frequently allude to the idea that although there are national and state designated routes, admin- The direction that a Great River Road tourist should follow is not always clear. Does this Great istratively, especially in terms of River Road sign indicate that the driver is on the correct route or that he or she needs to turn left? promotion, there are no differences Research indicates that anxiety over getting lost is among tourists’ largest fears. between the two designations. That both state and national routes, signage should be limited to markers. To assist in promoting the routes are supported with signs and the National Route between Lake route, attractions and services could promotional materials testifies to this Itasca and Hastings, and the State be tied to actual locations and indi- even handedness. This egalitarian Route downstream of Hastings. Signs cated on tourist maps by mileage approach allows the Great River should be placed at each intersection marker. Road program to garner political and at standard intervals with other The biggest issue related to support from as large a constituency route markers. Where the Great River image may be that the roadway does as possible. If the Great River Road Road crosses state trunk highways not always follow the Mississippi remains a political rather than or county roads with average daily River. It has two extensions to bring tourist based program, this double traffic counts above 5,000 vehicles, the road to Canada, the Western designation will continue to make signs on the intersecting road should Canadian Extension that links the sense. However, if the road is to identify the Great River Road. road to Winnipeg, Manitoba and the become self-supporting as a tourist Redesigning the signs is highly Eastern Canadian Extension that driven (literally) route, it would be recommended. The existing sign is runs through International Falls more practical to make the road not recognized by tourists. Its text into Ft. Francis, Ontario. The route more friendly to the tourist. What and graphic is difficult to read. Its to Winnipeg has not been promoted this means is that the road must color and layout are not evocative. recently as the Manitoba government become a single, easily understood Although changing the logo and the has gradually withdrawn its support route, stripped of spurs and desig- sign would entail getting agreement of the program. The Eastern Canadian nated amenity sites. with nine other states, it would be Extension still has the support of To be comprehensible, signage worth it. In contrast, the logo for the the Ontario Ministry of Tourism, an must be improved and better coordi- Mississippi River Trail is evocative, agency that views the road as an nated. To avoid conflicts between readily seen, and easily understood, inexpensive avenue for inducing even at 55 mph. Americans to visit their country. Research indicates that anxiety The road is designated the Great over getting lost is among tourists’ River Road on the Canadian side largest fears. It is easy to get lost of the border. However, between on the Great River Road even for International Falls and Bemidji there travelers who know where they are are no signs indicating that one is going. Signs are infrequent and traveling on the Great River Road. occasionally inappropriately placed. Indeed, the highway is designated One way to reduce anxiety is “The Voyagers Highway.” to provide regular indications to Mississippi River starts in Itasca The Mississippi River the tourist that they are on the State Park so should the Great River Trail emblem is more easily identified at 55 right route. An effective method Road. The Canadian Extensions should mph than the Great for doing this would be install dis- be re-designated as separate tourist River Road Symbol. tinctive Great River Road mileage routes. 5 10 Great River Road Development Study Branding the Great River Road ➤ A coordinated identity and mar- ➤ How does the Great River Road In the past decade, it has become keting campaign grounded by compare to its competition? clear that the same principles that effective positioning (Napa Valley Why should visitors choose the apply to establishing a presence and for yuppies, South Padre Island Great River Road over this com- market identity for consumer prod- for fun-loving college students) petition? What are its unique ucts apply to tourism destinations. which is reinforced in the desti- benefits? (e.g., that visitors Tourism destinations that create nation’s communication tools. can walk across the Mississippi identities for themselves that evoke at Itasca). positive emotional responses in con- ➤ Clear understanding by the sumers nurture ongoing relationships intended audience and, secon- ➤ What are the key elements of an with the traveling public, even before darily, by others. For example, experience that encompass a huge trips are actually organized and “Scenic Byway” is a brand that array of things to see and do? completed. The National Mississippi connotes quality to people who River Parkway Commission can tour as well as people who The ultimate goal is the posi- benefit from the icon status of don’t. The imprimatur conveys tioning the Great River Road brand the Mississippi River and nurture a an exceptional visual experience, so that consumers parrot back its brand identity as has been achieved even if people can’t articulate identity as conceived by its propo- by such destinations as Cape Cod, how that is accomplished (e.g., nents, creating an experience that and the Napa Valley. no billboards, wonderful vistas). reinforces the brand and exceeds visitor expectations. What is a Brand? A brand is a tangible business A brand represents the totality asset that motivates visitation and Promotion of the thoughts, feelings, associa- thus has value. Consequently it has Public Relations tions and expectations a prospective to be built up in a strategic and One efficient way to market a traveler experiences when exposed logical fashion because it should tourism destination entails generat- to a destination’s name, trademark, be more than a simple slogan. The ing consumer awareness via “third products, or symbol. Factors that desired branding of a destination party endorsement” of the experience strengthen a brand include: should determine its slogan, rather by travel editors and print and elec- than the other way around. tronic media. Techniques include: ➤ High emotional involvement by visitors regarding the destination How to Develop a Brand? ➤ Submitting stories, feature (for example, Yellowstone Creating brand identities for ideas, special notices, and National Park) destinations is a process that both reports to trade journals (travel informs and is informed by parallel magazines) and the popular ➤ Real, consistent quality in the product development efforts. It draws press for broad dissemination experience and associated goods on what consumers already think to the market; and services, including products about a destination as well as what associated with the destination the destination’s brand managers want ➤ Providing a library of film clips (e.g., wine produced in the them to think. Without understanding and stock photos for broadcast Napa Valley) the former, the branding will lack and reprinting, including posting credibility and fail; without under- on appropriate web sites; ➤ Early involvement with the standing the latter, the brand cannot destination relative to either its become established and move forward. ➤ Working with Minnesota’s Office emergence as a tourist experience, of Tourism to organize “fam” or relative to the visitor’s travel Branding/Product Development Cycles (familiarization) trips for travel history. Both evoke a sense of Important questions to keep in editors and writers along with ownership and connection; mind while determining how to brand video crews. This entails pre- the Great River Road experience are: qualifying the participants, ➤ A distinctive brand personality, identifying on-the-road hosts, as opposed to a manufactured ➤ What are the target markets for and handling transportation assertion of quality; this experience? and other logistics; 5 11 Great River Road Development Study ➤ Subscribing to media trade travelers seeking information about publications and maintaining the Great River Road experience is contact lists to develop sources critical to parlaying inquiries into for publicity; trips. It probably makes the most sense for the Office of Tourism pro- ➤ Providing information to associa- motion and database management tion publications geared towards personnel to incorporate Great River individuals with an affinity for Road materials into: part of the Great River Road experience. (e.g., Judy Garland ➤ The database informing the fan clubs, Charles Lindbergh Explore Minnesota website aficionados, etc.) ➤ Training for Toll-Free Telephone Collateral Materials Information System call center Every communications message staff induced to travel on the Great River about the Great River Road, whether Road would be anyone visiting ➤ generated by public relations or Collateral Material Fulfillment someone in a Great River Town. advertising work, generates demand Center The biggest Great River Road for more detailed information. There attractions for Guests are the most ➤ is already a lot of printed material, Welcome Centers scenic, historic, or recreationally including maps, describing the Great active portion of the river closest to ➤ River Road. The management organi- Guidebooks for local Destination the residence of their host. Since one zation needs to ensure consistency Marketing Organizations (DMOs) of Minnesota’s biggest draws is for of quality and message and produce: tourists to visit family and friends, it Tourist Motivations is important that interesting sites on ➤ A “catalogue” of all the things Travelers chose destinations based the river be accessible to everyone to see and do along the Great on how a place satisfies their motiva- who lives relatively close to it. Guests River Road with special sections tions for traveling and accommodates do not need national attractions, emphasizing the Demonstration their traveling style. Therefore, to they came to see people, not places. Areas effectively promote tourism along But their hosts want to show their the Great River Road, it is necessary guests the pride and joy of their ➤ A calendar of special events to determine what motivates people community. and festivals to travel, that is, why would people To encourage tourism by guests, visit Minnesota’s Mississippi River access to well-maintained scenic, ➤ Niche brochures to support the communities along the Great River historic, and recreational sites on or Great River Road’s diverse travel Road. As an analytical tool, seven near the river should be preserved products primary motivations—reasons that and enhanced through-out the corri- people have for visiting our state— dor. State agencies should support ➤ Materials for school children were identified. These seven motiva- local initiatives to preserve and and to supplement existing tions are: enhance these important resources history of Minnesota in each destination area. educational units Guests Guests come to visit family and Loungers ➤ Segments incorporated into friends. Their motivation for visiting Loungers come for rest and State tourism promotion a particular location is to see people, relaxation. They are on vacation. pieces and collateral not places. The location is primarily They want to avoid being stimulated. materials a backdrop—although a location They are here to unwind. They want with interesting attractions—such to be pampered or isolated or both. Inquiry/Consumer Services as Washington, D.C.—may generate Location is important but individu- Maintaining the ability to more visits from family and friends. alized. What is relaxing to some respond promptly and accurately to A prototypical Guest that may be may be stressful to others. The 5 12 Great River Road Development Study appropriate setting can be found in own equipment or rent except for in the Twin a variety of formats, urbane four-star it upon arrival. The loca- Cities, particularly hotels to a B & B in a quaint small tion contributes between the two town to a rustic cabin in an unchar- immensely to their downtowns. Hiking tered wilderness. A prototypical enjoyment of the trip. and camping is well- Lounger that may be induced to To avoid disappoint- developed, especially in travel on the Great River Road ment, the location must the state and national would be a someone looking to match their expectations forests, parks, and getaway from the workaday world. and the requirements of wildlife refuges that Loungers are looking for a get- their recreational activi- border the river. away, a place to relax. Staying at a ty. A prototypical Player To support tourism bed-and-breakfast is a popular form that may be induced to by Players, Destination of a relaxing getaway. B&B’s are travel on the Great River Marketing Organizations available throughout the corridor Road would be an angler should encourage the from Bemidji to Winona. Fancy hotels fishing for trophy bass near development and coordinate the with superb service or even standard Clearwater. promotion of public and private hotels with popular amenities such Players are seeking a location amenities that are associated with as a pool and restaurant are another that supports their desired recre- recreational activities including, golf- desirable location for Loungers. These, ational activity. Recreational pursuits ing, fishing, canoeing, motorboating, too, are available throughout the cor- that people are willing to travel sailing, biking, hiking, and camping ridor. Some loungers like more Spartan great distances are usually landscape by working with the public and pri- surroundings a would prefer a rustic dependent, such as golf, fishing, vate providers of recreational ser- cabin or camp site. Again, except for canoeing, motorboating, sailing, vices and equipment. in large cities, biking, hiking, and camping. The this type of varied landscapes found along the Explorers location is avail- Great River Road and the Mississippi Explorers come to discover and able from the River provide excellent opportunities learn. They want to be intellectually Headwaters to for Players. Different segments of enriched by their tourist experience. the Iowa border. the corridor attract different types Location is critical. The destination To support of Players. must offer a sufficient number and tourism by loun- Golf is increasingly popular quality of attractions to lure a spe- gers, Destination throughout the corridor, although cific type of explorer, such as historic Marketing the traditional attractiveness of sites for history buffs, avian habitat Organizations the Brainerd Lakes area remains a for bird-watchers, or museums and should encourage very desirable location for golfers. galleries for art-lovers. A prototypical the development Fishing is also a popular activity Explorer that may be induced to and coordinate throughout the corridor. Tourists, travel on the Great River Road the promotion of particularly out-of-state travelers, would be a bird- public amenities that are associated may be most attracted to sport watcher observ- with relaxing activities, such as fishing between St. Cloud and the ing the annual trails and scenic drives, with the Twin Cities. Canoeing the river above migration of hospitality industry. the Twin Cities would be attractive swans on Lake to many tourists. Motorboating Pepin or an Players downstream of Minneapolis is quite architecture Players come to recreate. Typi- common, attracting tourists. Sailing student visiting cally, they will be seen on a golf is limited to the large lakes between Louis Sullivan’s course, on the river canoeing, fishing, Bemidji and Grand Rapids, that Prairie School skiing, or boating, or on a trail biking serve as reservoirs for the river and bank in Winona. or hiking. They physically engage Lake Pepin, adjacent to Lake City. The Explorers the environment, usually with spe- Bicycling along the river or the Great desire to under- cialized equipment. They bring their River Road is not well-developed stand the natural 5 13 Great River Road Development Study and cultural heritage associated with tourism sites. Marketing directly to fan who has a pre-game meal in the river could be supported through- the “buff market”—individuals or downtown or a Guthrie Theater out the river corridor. Although no organizations that pursue an interest patron eating in a restaurant on part of the river is void of natural in a particular item or activity— Main Street in St. Anthony. and cultural heritage, the major would be advantageous to increasing The primary location along the attraction for tourists interested in Great River Road tourism. These tar- Mississippi River in Minnesota for our country’s natural heritage would geted markets include hundreds of entertainment is the Twin Cities. be the Headwaters of Lake Itasca. specialized interests, such as bird- Here, a wide range of venues is Also attractive, especially to those watchers, industrial archaeologists, available to the Spectator from vulgar tourists interested in wildlife, would military historians, bicyclists, and sports to erudite theater. The recent be Chippewa National Forest and the railroad fans. The potential is almost discussions of placing sports stadiums Bluff Country area between Red endless. Destination Marketing on the river in Minneapolis and Wing and Le Crescent. For cultural Organizations can bundle their St. Paul indicate how attractive the tourists, the premier location would attractions and services, into pack- river is to Spectators. Currently, it be the Twin Cities, particularly the ages for tours specifically designed is primarily tourist services, such St. Anthony Falls Heritage District for particular tourists. DMO’s should as hotels and restaurants are found and Fort Snelling, although several also work with public agencies to on the river. To support tourism by other sites are intriguing. Some of define what improvements to the Spectators, Destination Marketing these sites, the Forest History Center public infrastructure, such as boat Organizations should encourage in Grand Rapids, the Northern Pacific ramps or piers for improving access the development and coordinate the Shops in Brainerd, and the Lindbergh to the river for anglers, would promotion of public amenities that Home Historic Site in Little Falls, for enhance tourism. are associated with watching sporting example, have tremendous potential and cultural activities. The relocating to increase their attractiveness to Spectators of the University Showboat to Harriet tourists. The Lindbergh site in par- Spectators come to be enter- Island is a good ticular may be subject to national tained. They want to see, hear, example of how attention as a popular biography is smell, taste, and touch interesting such develop- made into a movie about the famous things. Location is critical because ment could aviator. The new Science Museum spectators want to be assured that occur. and Mill Ruins Park, opening on the their senses will be stimulated by riverfront within the next few months the attractions they visit especially Pilgrims and the next few years, respectively, since these activities typically charge Pilgrims come to will be important attrac- an admission be transformed tions for tens of thousands fee for the or transfixed. Explorers each year. experience. They want to Traditionally, Explorers Restaurants, have an experi- are the type of tourist to which bars, clubs, sta- ence that the Great River Road has diums, theaters, changes their been marketed. It is auditoriums, perception of an important market. parks, and life or generates awe. Location is To support tourism by even streets are important but tends to be idiosyn- Explorers, Destination important tradi- cratic. A pilgrim may desire to go to Marketing Organiza- tional spectator a specific location associated with tions should encourage venues. A proto- particular individual, cause, or event. the development and typical spectator Sites of battles, sites associated coordinate the promo- that may be with other cultures, sites associated tion of public amenities induced to travel with a significant historical figure, that are associated with on the Great or sites of breath-taking natural exploring activities, such River Road would views would all attract pilgrims. A enhancing and promoting be a out-of-town prototypical Pilgrim that may be 5 cultural and heritage Minnesota Twins induced to travel on the Great River 14 Great River Road Development Study Road would be a military history only in small Organizations should coor- buff visiting the Baatan Memorial towns. Accumu- dinate the promotion of in Brainerd, the Military Museum at lators prefer shopping opportunities, Camp Ripley, or Fort Snelling in the locations with a linking various retail out- Twin Cities. heighten sense lets and districts with each Where a Pilgrim travels is depen- of abundance. other, preferably dent upon what they consider inspir- A location that using the ing. The tranquil early morning mists offers a critical Great River of the mystic Headwaters, the power mass of buying Road as a of water surging through Blanchard opportunities to conduit. Dam, the enterprising pioneering facilitate com- Improving sig- spirit associated with the Stone parison shopping nage between Arched Bridge and the St. Anthony and to improve the Great River Falls Heritage Area, or the free the “hunt” for Road and shop- flight of soaring eagles along the objects of ping districts the Mississippi bluffs could all be their desire. The prototypical would be valu- inspiring phenomenon to a Pilgrim. Accumulator that may be induced able. Tourist To support tourism by Pilgrims, to travel on the Great River Road brochures could Destination Marketing Organizations would be a Mall of America shopper be created which should assume that they are attracting or the “100 Mile Garage Sale” enthu- indicate shopping Pilgrims and that by promoting simi- siast in Red Wing. districts located lar sites together, tourism at each The primary attraction for near the Great River Road and describe site or in different seasons would accumulators is the Twin Cities. what is available for the Accumulator increase. If people are coming to The metropolitan area is the state’s to purchase. be awed by Bald Eagles in Chippewa primary service center. Almost any- These classifications are only National Forest, for instance, they thing that an accumulator would analytical tools used to inform a may be awed by the Eagles that want is located somewhere in the development strategy for the Great winter on the shores of Lake Pepin. Twin Cities. Ironically, however, River Road. While people do hew If they are impressed with St. Anthony retail stores are not prominent toward one of these behavioral Falls, they may be struck by Blanchard along the Great River Road in the groups, tourists can be complex and Dam, the Little Falls Dam, or the Twin Cities. It would be necessary to visit a region for a variety of reasons. dams that form the system of reser- direct the Great River Road traveler For example, people attending a voirs near the Headwaters. Destination to metropolitan shopping districts or professional convention in their Marketing Organizations should malls. It is not the shopping districts hometown may be considered guests encourage the development and are far from the Great River Road, because they want to visit family coordinate the promotion of public but signage or other directional and friends; explorers, because they amenities that are associated with materials would be necessary to want to visit a new museum that has sites or activities that appeal to induce people to or from shopping recently opened; spectators because Pilgrims, such as scenic overlooks districts. In other destinations along they would like to “do-the-town” and interpretive trails. the Great River Road, the separation with their fellow professionals; and between commercial activities and the accumulators when they buy sou- Accumulators Great River Road is less pronounced. venirs for their spouse and children. Accumulators come to acquire Indeed, the 100 mile Garage Sale orga- Tourists, more frequently than goods or services. Location is critically nized by the communities between not, travel with a party of family, important. Obviously, the place were Red Wing and Winona is an excellent friends, or acquaintances. Destina- the economic transaction occurs example of how to market to Accumu- tions and itineraries are frequently must provide the product or service lators. This segment of the Great chosen because they satisfy the that the accumulator seeks. Different River Road is already known for its needs of several members of the accumulators seek different types of quaint shops and antique stores. traveling party. A Player thus gets goods and services. Some are available To support tourism by to play golf while the Accumulator 5 only in large communities, others Accumulators, Destination Marketing member of the party gets to shop 15 Great River Road Development Study This complexity enriches but need the differentiating factor is Trip the Mississippi River could conceiv- not complicate the economic ana- Structure, not Transportation Mode. ably include a visit to the Headwaters lysis; it will, however render the at Lake Itasca. At the other end of proposed strategies more useful Trip Structure the spectrum are speciality tours. and compelling. Although transportation mode These tours immerse a tourist in does not effect travel style signifi- a single area of interest, either Travel Styles cantly, how tourists structure their geographically or thematically. To effectively promote tourism on trip will fundamentally affect their The Trolley Tours in St. Paul and the Great River Road, it is essential Great River Road travel experience. Minneapolis are an example of this to understand the style in which Trip structure defines how the trip type of speciality tour covering a people travel. Travel style is a prod- is conceived and organized. Trip specific geographic location. Tours uct of two variables: transportation structure will shade what is per- conducted for bird watchers are an mode and trip structure. Although ceived and tint the impression example of another type of single transportation mode typically has tourists will have of the landscape interest speciality tour, the topical a major affect on travel style, its or communities associated with the speciality tour. Bird watching tours importance in determining what Great River Road. Trip structure will along the Great River Road have people experience on the Great River determine what is experienced, when become increasingly popular down- Road is less critical than how the it is experienced, and the extent to stream of Red Wing. trip is structured. which the tourist will be immersed The primary attractions for in the experience. mass-market Group Tours would be Transportation Mode On the Great River Road, four the Twin Cities, Mississippi Bluff As a tourist route, the Great distinct traveling styles based on Country, and possibly Lake Itasca. In River Road is designed primarily trip structure occur: general the mass traveler experience for automobiles but accommodates is best done from the Twin Cities motorcycles, buses, and in some Group-Structured Travel downstream. Upstream of Minneapolis locations bicyclists and pedestrians. On group tours, a tour organizer the scenic experience along the The mode of transportation affects determines when, where, and what river is simply not as accessible from the pace and flexibility of travel but will be experienced. Tourists merely a vehicle, particularly from buses. theoretically it does not limit what decide if they are interested in buy- Furthermore, the area downstream of can be experienced. Regardless of ing a package of St. Paul has a num- mode, the same road is being uti- activities designed ber of river towns lized, the same scenery is being by others. On the that appeal to bus appreciated, the same attractions Great River Road, tour, whereas not are being visited, and the same Group-Structured as many exist to accommodations and restaurants Tours would typi- upstream. The pri- are being patronized. cally be done by mary attractions Although, the distance covered motor coach, or for speciality on the road in any given day, the in some cities, on Group-Tours is amount of scenic detail perceived, rubber-wheeled dependent upon a the extent to which a specific trolley. There are particular group’s attraction is experienced, and the a wide-range of area of interest. By type of accommodations and restau- group-structured working with con- rants patronized may be influenced tours geared vention organizers, by the mode of transportation, for towards distinct interest groups, a tourist on the Great River Road, market segments. or associations, the mode of transportation does At one end of the the Destination not need to determine what is expe- spectrum are mass-market tours Marketing Organizations could induce rienced. On the Great River Road in that offer a completely organized specific groups to visit the Great Minnesota, similar experiences can tour of the commonly visited, yet River Road in Minnesota. Marketing be had by tourists regardless of must-be-seen quintessential sites. to groups means influencing the 5 their transportation mode. Therefore, For example, a mass market tour of people organizing the tour, such as 16 Great River Road Development Study associations or tour coach operators tourists, promotional materials for have the idea of visiting an area or even the people, such as those in attractions and services should be constantly in front of people so Minnesota Office of Tourism, who organized and distributed together by when the opportunity to go on a help associations or tour coach Destination Marketing Organizations. trip arises, visiting the Mississippi operators develop group tours. Information should be readily available River and the Great River Road is either through a simple toll- free intuitively selected as the destina- Self-Structured Travel telephone call or on the World Wide tion. To successfully market to Many people, especially middle- Web with links to specific key words unstructured travelers, it will be aged adults with families and other used by search engines. One key necessary to saturate the popular pressing obligations, elect to struc- issue with the self-structure traveler media with information on the ture their tours themselves. This is the current high cost of air travel Great River Road and the Mississippi gives them flexibility and control. to Minneapolis, which will limit travel River, identifying fascinating but They determine what is important from such cost-conscious people. not overly-popular attractions found for them to see and do on a trip along the river. and can tailor the experience to Unstructured Travel meet their immediate needs and Some people, particularly younger Semi-Structured Travel their children’s energy levels. They adults, are interested in experiencing Two other travel styles which research their options either assisted a place unfettered by itineraries and combine elements of the above by a travel agent, travel guides, or preconceived ideas about what is deserve brief mention in the context increasingly, the World Wide Web. important to see and do. Some people of the Great River Road. They can be But the tourist picks the itinerary continue to travel this off-beat way defined as being semi-structured. and decides whether to follow it or as a matter of principal through out One is practiced almost exclusively to adjust it as desired. Some people their lives. They want to have an by travelers from abroad. Overseas may emulate mass or speciality tours. “authentic” experience. They may visitors often opt for a packaged Others decide to structure their tours want to see the Mississippi River or experience that eliminates the need around personal interests allowing visit a river town but it is a general to deal with the logistics but provides them to immerse themselves in a desire usually without a particular more flexibility than group tour particular topic or locale. notion about where to go and what options. These “Fly/Drive” packages Since the tour would be self- to see. Even if they are heading include air fare, rental car and hotel structured, there are no distinct toward a particular destination, reservations but afford the visitors primary attractions for the self- they remain open to anything and flexibility about how they spend structured tourist except those everything that they happen upon their days. This option has not yet related to a particular motivation. while they travel. This off-beat caught on with U.S. travelers. To support tourism by self-structured traveling style is mimicked by the The final travel style is also spontaneous traveler. Spontaneous an amalgam: the business/pleasure travelers are people who wake up visitor. These people combine a one Fall Saturday morning and structured element of the trip (the rather than putting on the storm conference or business meeting) with windows, they decide to “take a extra unstructured time, often to drive” and find themselves touring take advantage of airlines’ discounts along the Mississippi River on the for Saturday night stays. The busi- Great River Road. The travel experi- ness portion of the trip is generally ence is unplanned and open-ended prearranged and may include visits to but usually short. Typically, spon- attractions as part of an accompany- taneous travel will be confined to ing “free time” schedule. Business/ a day or possibly an overnight trip. pleasure travelers then organize the In order to attract unstructured rest of the trip themselves in keeping travelers, it is necessary to establish with either the “self-structured” or a reputation as a desirable location “unstructured” travel modes. that accommodates unplanned travel. To capture semi-structured This means that it is necessary to travelers, it will be necessary to 5 17 Great River Road Development Study coordinate the promotion of the increased by over 16% with proper holders from local, state, and river and the Great River Road with promotion. federal agencies and organiza- airlines, hotels, and convention If more was done to target out- tions. Encourage stakeholders promoters. It will be necessary for of-state visitors, especially those in to develop local Great River Destination Marketing Organizations upper income brackets who may be Road management plans for to bundle packages of attractions attracted to Minnesota's reputation their destination area. Give and services together in a simple for pristine wilderness and clean control of promoting the road to understand package. The semi- cities, it may be possible to enhance to the stewardship organization. structured traveler would be particu- this percentage increase drama- Initially, assist local destination larly marketable for attractions and tically. Similar efforts by other marketing organization (DMO) services offered in the Twin Cities. Minnesota Destination Areas in in promoting the Great River northern Minnesota, have increased Road. Economic Implications the spending of the average tourist The Great River Road currently to approximately $53.00 per day. ➤ Match tourist motivations underperforms statewide averages This would translate into $132.50 and travel styles with specific for tourist spending. The median for each party traveling on the destinations. Recognize that Great River Road party of 2.5 people Great River Road—a fantastic 92% different destination areas only spent $6.00 per day on non- growth over current levels. Such an will attract different types essential shopping or $2.40 per increase in economic activity would of tourists. Recognize who is person per day. The opportunity be substantial. attracted to a destination area’s for Great River Road tourists to con- natural and cultural attractions. tribute to local economies has not Tourism Implications Recognize that travel styles been realized. This outcome is not There are five key implications must also be accommodated unexpected. Traditionally, only free that the analysis of tourism has for if tourists are going to visit public resources associated with the development and promotion the places they would like to Great River Road have been promoted. of the Great River Road. These visit. Concentrate initial capital By partnering with the for-profit implications are: improvements and promotional ➤ private sector in local destination Shorten the route. Make the strategies on serving the target areas, the amount of money spent Great River Road more compre- market. by tourists on consumer articles hensible to tourists. Focus pro- could also be increased substantially. motions and development on ➤ Improve route wayfinding. In 1998, TravelScope, a national the National Route from Lake Assist the tourist in comprehend- survey of tourist spending behavior, Itasca to Hastings and the ing the Great River Road. Improve concluded that a tourist would State Route downstream route designation markers. spend approximately $32.00 per day from Hastings. Improve the graphic quality of in Minnesota. A 1998 Minnesota the route markers. Add distinc- Office of Tourism Study concluded ➤ Focus on destination areas. tive mileage markers starting that residents spend approximately Recognize that most tourist with Mile Zero at the Headwaters. $43.00 as tourists and non-residents spend only three days at a time each spend approximately $50.00. on vacation. Create short “nat- ➤ Increase connections with With 2.5 people per traveling party, ural” destination areas on the Mississippi River. The the Great River Road should be gener- geography and history. Use focus should be on the river, ating at least $80.00 per party per the term “Mississippi” in the not the road. The road is a day for food, lodging, vehicular name of each destination area. conduit for people to enjoy the expenses, and shopping. It is not. natural and cultural attractions According to the survey (Question 68) ➤ Encourage local control. associated with the river. The conducted by Gartner Consulting, Encourage the development of local stewardship organization the median party was spending local stewardship organizations should develop plans for capital $69.00 per day for these essential for each destination area. These improvement and promotional travel items. At a minimum, average local stewardship organizations projects and programs that 5 expenditures for essentials could be should be composed of stake- would draw people to the river. 18 Great River Road Development Study Conclusion By surveying and analyzing the behavior of tourists and their perceptions of the Great River Road and the Mississippi River, a rational approach for accommodating their needs and desires has been developed. Using this understanding of tourists, destination areas will defined and specific strategies for promoting, enhancing, and managing the Great River Road will be developed for selected destination areas in subsequent sections of this report.

5 19 Great River Road Development Study Section 6 Marketing and selling both it would be undesirable. Trying require persuasion but only market- to meet everyone's needs would Marketing ing requires that the needs of the undoubtedly lead to leaving everyone customer be understood before the dissatisfied. Appropriately matching Strategies product or service is sold. Under- a particular type of trip to a specific standing what people want is the key destination is the essence of success- arketing is a strategic to a successful tourism marketing ful destination marketing. method for determin- campaign. What tourists want is a The Study Team, borrowing from ing, producing, and M successful trip; they want their desti- the tourism industry, applied the idea promoting to perspective customers nation to match their expectations. of Destination Areas to the Great those goods and services which con- River Road. Based on the analysis sumers desire. Marketing is a four of resources, it was obvious that stage process. It is a process that: Formulating attractions were not evenly distrib- ➤ Identifies the evolving needs the Strategy uted along the river or the Great of customers Defining the Trip River Road. Certain parts of the The expectations of tourists— ➤ Evaluates if customers needs are corridor had more attractions that their ideal trip—can be defined by being met by existing products supported a particular motivation their motivations and travel styles. or services than did other parts. For example, Using the previously identified seven the resources found in the Lake motivations and four styles of travel, ➤ Initiates the development of Itasca area supported exploring; twenty-eight different types of trips new or enhanced products and Crow Wing County was well-adapted were defined using a two-dimensional services to meet dissatisfied for playing; people visiting the Twin matrix. The matrix, shown as Table customer needs Cities expected to be entertained; 6-1: Potential Trip Types, is created and visitors to the southern reach ➤ Designs and produces media to by crossing motivations on one axis of the river tended to look for ways inform potential customers that with travel styles on the other. The to simply relax. their desires can be met matrix lists all of the different types It became apparent that local of trips that a tourist could have communities, particularly those with Marketing determines what a on the Great River Road. organizations to promote tourism, customer wants and then determines intuitively understood this essential a way to fulfill those desires. It can, Defining the Concept postulate of marketing: organize a and often does, include promotion Some types of trips are sup- destination to support particular but it is promotion based on inform- ported by one destination better types of trips. Many communities ing the customer that what they than another. Typically, destinations on the Mississippi River (or more want is available. Marketing is simply have evolved into supporting a frequently, clusters of communities) a process used by the creators of only selected range of activities already consider themselves tourist goods and services to determine and, therefore, certain types of destinations with unique attractions how to better satisfy the needs trips. Those destinations that support that support particular trips. of their customer. fishing, for instance, have boat The Minnesota Office of Tourism Marketing is significantly differ- landings, docks, resorts, marinas, has, working with local communities, ent from selling. Selling is when a boat stores, motor repair shops, divided the state into dozens of potential customer is told about the bait shops, etc. to support the Self- tourist destination areas. Many of value of a product or service in the Structured Player who wants to fish. these existing destinations, however, hope that they will buy it without Such a destination may not typically are not necessarily oriented to the the seller knowing if the customer support other types of trips, at least Mississippi River or the Great River has a need for what is being sold. not to the same extent unless it was Road. One possible way of emphasiz- Selling is an attempt to overcome a major metropolitan area. ing the river and river communities, perceived “consumer resistance” to It would be highly unusual that would be to create a new destination buying a particular item. It frequently a single destination could support area that overlays the existing desti- results in bombastic advertisements all twenty-eight types of trips. It nation areas. As previously explained 6 or subtle appeals to vanity. would not only be highly unusual, in Section 5, an overlay would not 1 Great River Road Development Study Travel Styles Unstructured Self-Structured Semi-Structured Structured

Guests Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions valued by local residents valued by local residents organized trips to valued by local residents and their visitors seeking and their visitors seeking attractions valued by and their visitors seeking shared experiences. shared experiences. local residents and their shared experiences. visitors seeking shared experiences.

Loungers Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions

Tourist Motivations Tourist valued by tourists valued by tourists organized trips to valued by tourists seeking relaxation. seeking relaxation. attractions valued seeking relaxation. by tourists seeking relaxation.

Players Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions valued by tourists valued by tourists organized trips to valued by tourists seeking adventure. seeking adventure. attractions valued seeking adventure. by tourists seeking adventure.

Explorers Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions valued by tourists valued by tourists organized trips to valued by tourists seeking to expand seeking to expand attractions valued seeking to expand skills or knowledge. skills or knowledge. by tourists seeking skills or knowledge. to expand skills or knowledge.

Spectators Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions valued by tourists valued by tourists organized trips to valued by tourists seeking to be seeking to be attractions valued seeking to be entertained. entertained. by tourists seeking entertained. to be entertained.

Pilgrims Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions trips to attractions serendipitous or trips to attractions valued by tourists valued by tourists organized trips to valued by tourists seeking experiences to seeking experiences to attractions valued seeking experiences to change their perception change their perception by tourists seeking change their perception of life and its meaning. of life and its meaning. experiences to change of life and its meaning. their perception of life and its meaning.

Accumulators Flexible, serendipitous Flexible but organized Flexible or inflexible; Inflexible and organized trips to attractions but trips to attractions serendipitous or trips to attractions valued by tourists valued by tourists organized trips to valued by tourists seeking to purchase seeking to purchase attractions valued seeking to purchase goods or services. goods or services. by tourists seeking goods or services. to purchase goods or services.

Table 6-1: Potential Trip Types The matrix defines what types of trips comprise the potential market. By crossing the seven motivations with the four travel styles identified in the report, twenty-eight different types of trips or markets were identified. 6 2

Great River Road Development Study River Road Destination Areas. strategy. It must be reasonably In practice, this means scaled for a tourist to compre- that the name of hend and administrative agencies the destination area and organizations to develop, must include the word, manage, and promote. It must “Mississippi.” market its attractions accurately to the most interested audience. ➤ The destination area must be In practice, this means again geographically defined, prefer- that a local stewardship organi- ably by a unique geographical zation should lead the effort to attribute associated with the develop and promote the Great Mississippi River. The Mississippi River Road. River traverses many different landscapes in Minnesota. By Great River Road defining the destination area by its geographical character, Destination Areas it becomes authentic. In practice, Using the four criteria, the this means that the name of the Study Team tentatively identified destination area should include seven Great River Road Destination Areas. The seven destination areas Figure 6-1: a delimiting biogeophysical Mississippi River Destination Area. characteristic. In the absence are suggestions of the Study Team The Mississippi River is a internationally of a defining natural attribute, based on the four criteria and its known destination. By making it a separate a dominant cultural attribute understanding of tourism associated destination area, those tourists interested in with the Mississippi River and the the Mississippi River would be readily direct- should be incorporated into Great River Road. If local steward- ed to information about the river, river commu- the name. nities, and the Great River Road. ship organizations believe that ➤ The destination area must be defining their boundaries differently conflict with the existing structure locally supported. The people would improve recognition of the of destination areas. It would rather that would be affected most river, result in a more organically augment the promotion of the from increased tourism need defined destination, garner better Mississippi River and the Great River to direct their own destinies. support locally, and would enhance Road by creating a new destination They need to determine if the practicality of marketing efforts, area oriented to the Mississippi River. improving tourism is important then the boundaries of the desti- to their communities, what nation area should be redefined. Establishing Criteria attractions and services should These seven areas are only sug- The Study Team suggests that be enhanced, and how these gestions. By suggesting these seven four criteria be used to establish attractions and services should as Destination Areas, it is hoped Great River Road Destination Areas. be managed and promoted. that local tourist promotion orga- The four criteria are: Ideally, this is a locally- nizations, natural and cultural ➤ The destination area must be controlled, public-private resource management agencies, oriented to the Mississippi River. partnership. State and national community development organiza- Many attractions may exist in a agencies and organizations tions, and other local stakeholders community or vicinity but if the should assist but only as directed. will forge new Destination Area Great River Road is to be a vehicle In practice, this means that a Stewardship Organization as out- for encouraging tourism, it is local stewardship organization lined in Section 8: Implementation essential that attractions be should lead the the effort to Strategies. oriented to the river. This is develop and promote the Great The role of state agencies and especially important if experi- River Road. the state Mississippi River Parkway ences by tourists in one desti- Commission should be to advise and nation area are to excite the ➤ The destination area must incor- support the efforts of the stewardship tourist into visiting other Great porate a practical marketing committee of each destination area. 6 3 Great River Road Development Study 53 Mississippi Headwaters Mississippi Northwoods 2 Bemidji Grand Rapids Itasca State 169 53 Park

10 94 Mississippi Mississippi Brainerd Mines Crossroads Little Falls 35 169 St. Cloud MNRRA Mississippi State Scenic 94 35W River St. Paul 494 Minneapolis

61 35 169 Red Wing 61 Mississippi Bluffs Winona 90 90 169

North

Location of Great River Road Destination Areas 6 4 Great River Road Development Study Mississippi Headwaters Headwaters Destination Area and its natural The Mississippi Headwaters resources and Destination Area connects the Bemidji for its Headwaters at Lake Itasca with the goods and City of Bemidji. This is the source services. The of the Mississippi, the source that Minnesota Office numerous European and American of Tourism explorers tried to find for hundreds defines this of years. The true head of the segment of the Mississippi was undiscovered until Great River Road Henry Schoolcraft was led there by as being in two his American Indian relatives. Today, destination areas: the meandering stream winding its Mississippi Headwaters and Bemidji way through mile after mile of marsh Lakes. For developing and promoting is still sought by modern self-struc- the Great River Road it will be nec- tured explorers searching for the essary for these two destination solitude found in this wilderness. areas to coordinate their steward- Itasca and Bemidji are the primary ship efforts. attractions. Itasca primarily for the A more detailed discussion of this destination area is provided in Section 7: Demonstration Areas.

Mississippi Northwoods Destination Area The Mississippi Northwoods Destination Area extends from Bemidji to Grand Rapids following the Mississippi on a series of county roads. This destination area is dominated by large lakes connected by the Mississippi River. These lakes have been turned into reservoirs by the U.S. Army Corps of Engineers From top to bottom: In Chippewa National which operate a series of dams Forest, virgin pine groves remain. Edge of the Wilderness National Scenic Byway con- designed to regulate the flow of nects to the Great River Road in Grand Above: Many tourists visit the Headwaters of water on the Upper Mississippi. Rapids. The Forest History Center provides the Mississippi to enjoy the experience of Regulating the flow of water is an excellent interpretive story of logging in walking across the mighty river. Below: In the the Northwoods. The Northwoods Destination Headwaters Area, the Mississippi is a small important to the commerce and wel- Area is punctuated with open areas. river that winds its way through mile after mile fare of the cities downstream. This of marsh. was especially important when Pokegama. Chippewa National Forest, the river was the Schoolcraft State Park, Edge of the primary means Wilderness National Scenic Byway, of communica- and especially the popular Forest tion, transporta- History Center, are attractions valued tion, and energy. by tourists. Major attractions Much of this segment of the include the lakes Great River Road traverses the Leech Cass, Winnibi- Lake Reservation. Gaming casinos run 6 goshish, and by the Leech Lake Band of Ojibwe are 5 Great River Road Development Study attractive to many tourists. A new museum and cultural center, planned by the Leech Lake Band, is planned for Battle Point Historic Site commemorating the last battle (1898) between American Indians and the United States Army in the contiguous United States. The Big Story for this segment is how people for thousands of years have lived in the northern forests; how the forest provided a coveted home and valuable products; and how the relationship between people and the forest has changed over the years. The typical tourist The Mississippi Mines Destination Area has many excellent views of the river. Local Great River would be a self-structured Explorer, Road Supporters would like to pave 21 miles that are currently gravel in Aitkin County. Pilgrim, Player, and possibly Lounger traveling from Bemidji or Grand and east it now heads south. Well, versary, and Pillsbury remain as Rapids. Unstructured Guests may mostly south, it is as if it is still reminders that this area once sup- also be found along the Great considering the possibility, as it plied and continues to supply raw River Road. twists and turns creating oxbow material to a growing world. Croft The Minnesota Office of Tourism after oxbow, about the wisdom Mine Historic Park is a similar defines this segment of the Great of going west. reminder from the mining era. River Road as being in three desti- The river sometimes shallow, There are several campgrounds in nation areas: Bemidji Lakes, Leech sometimes deep, cuts through the the forests and in the state parks. Lake, and 1000 Lakes. For developing sandy plain of Glacial Lake Aitkin Berglund Park, a campground and and promoting the Great River Road forming sand bluffs 50 feet high. park on the Mississippi River in it will be necessary for these des- This was once a busy river. It is Palisade was developed as one of tination areas to coordinate their the point where the Great Lakes the first Great River Road amenity stewardship efforts. It is important and St. Lawrence Watershed met site in Minnesota. Big Sandy Lake to note that Mn/DOT, in its Route the Mississippi Watershed. Savanna and nearby Mille Lacs Lake attract Selection and Development Guide Portage State Park commemorates tourists, particularly people with for this segment believed that most this ancient passageway used origi- cabins and anglers. A casino operated tourists would use only “day use nally by American Indians and later by the Mille Lacs Band of Ojibwe, is recreational facilities” presumably by Fur Traders. From 1750 to 1850 a significant tourist attraction in because the tourist would be staying this area was controlled by the the area. elsewhere, probably either Bemidji Dakota and Ojibwe who competed to This destination area is the or Grand Rapids. supply the European and American least developed of the Great River traders with furs. Steamboats and Road Destination Areas. In Aitkin Mississippi Mines logging followed after the fur bearing County, of the nearly 50 miles Great Destination Area animals were depleted. Aitkin and River Road, approximately 21 miles The Great River Road in the Palisade were two of the twenty-five of it are unpaved. This unpaved seg- Mississippi Mines Destination Area steamboat landings in this segment ment severely restricts the interest extends from Grand Rapids to of the river. Many of these landings tourist have in the area. Improving Brainerd. It starts in the Mesabi are used as boat ramps today. The this road is the primary priority of Range and extends to the Cuyuna railroads and mines followed the local Great River Road supporters. Range. Here is where the river finally steamboat era but they, too, left Like the Mississippi Northwoods, makes up its mind about which after the resources were exhausted. the Mississippi Mines Destination direction it will travel for the next Several state forests, Crow Wing, Area is primarily attractive to 6 thousand miles. Having tried north Hill River, Savanna, Golden Anni- self-structured Explorers, Pilgrims, 6 Great River Road Development Study Players, and Loungers traveling from Grand Rapids, Brainerd, or perhaps communities near Mille Lacs Lake. Unstructured Guests, particularly those staying in cabins of friends and family, may also be found along the Great River Road in this destination area. The Minnesota Office of Tourism defines this segment of the Great River Road as being in three destination areas: Iron Country, 1000 Lakes, and Brainerd Lakes/Mille Lacs. For Above: The power of the Mississippi River is developing and promoting the Great evident at the three hydroelectric dams in the Mississippi River Crossroads Destination Area. River Road it will be necessary for Left: The boyhood farm of Charles Lindbergh, these destination areas to coordinate now an historic site and state park, is a national their stewardship efforts. tourist attraction.

Mississippi Crossroads connected to when the Red River are the lakes and the resorts. Crow Destination Area Ox Cart Trains would ford the river Wing State Park is a popular attrac- The Mississippi Crossroads near the town of Crow Wing. When tion. The Northern Pacific Shops in Destination Area extends from the railroad came, the Ox Carts Brainerd have tremendous interpre- Brainerd to south of Little Falls. and Crow Wing vanished. Brainerd tive potential. In Little Falls, sites It is located in one of Minnesota’s became the hub of activity and the associated with Charles Lindbergh premier destination areas: the agricultural economy grew. Later, as have national appeal. The river Brainerd Lakes Destination Area. farmers transformed their farms into attracts anglers and the hydroelectric Most tourism in this area is oriented resorts, the train gave way to the dams, demonstrating the river’s raw to lakes, especially near Brainerd. family car. Recently, Baxter has power, attract many sightseers. Near Little Falls, interest in the river seen growth because of how it The typical tourists are Players increases. Little Falls is oriented to accommodates the automobile. and Loungers. They are typically the river, unlike Brainerd. Both The Big Story in the Crossroads structured, unstructured, semi- cities have wonderful stories to Destination Area is that transporta- structured, or self-structured. The tell about how this area has served tion effects the location and pattern Minnesota Office of Tourism defines as a major crossroads. of settlement. Where the transpor- this segment of the Great River The first stories are those related tation corridor crosses the river Road as being in one destination to the American Indians who used determines the location and layout area: Brainerd Lakes/Mille Lacs. the river as conduits for communi- of the area's major cities. A more detailed discussion of cation and trade. Later stories are The major attractions in this area this destination area from Brainerd to south to Little Falls is provided in Section 7: Demonstration Areas. Mississippi State Scenic River Destination Area The Mississippi State Scenic River Destination Area extends from south of Little Falls to Anoka. Most of the river in this destination area has been designated part of Minnesota’s Wild and Scenic River System. The Minnesota Department of Natural Re- 6 A variety of tourists visit the Crossroads Destination Area. sources is currently updating its 7 Great River Road Development Study management plan for the The Kelly Farm is a MNRRA Destination Area valuable tourist site river from St. Cloud to Anoka. The Mississippi National River The agency has designated for people seeking to learn about history. and Recreation Area (MNRRA) has the river as “Scenic” from been defined by the National Park St. Cloud to Clearwater and Service. As a marketing title, the “Recreational” from Clearwater of struggle name may be too cumbersome and to Anoka. the acronym too obscure to be Although there are scat- attempting to foster competi- effective. It is recommended that tered development, especially tion for the rail- the local stewardship organization residential development, roads, organized modify the name of the destination occurs throughout the farmers were area to something more evocative. corridor, the typical land- instrumental in The MNRRA extends from the scape is rural with a wooded creating a system confluence of the Crow Wing River embankment separating of locks and with the Mississippi River near farm fields from the river. dams on the Dayton and Ramsey to the conflu- Development increases near Mississippi River ence of the St. Croix River with cities, especially the Twin to provide for the the Mississippi River near Hastings. Cities. There is little public hauling of agri- This 72 river-mile segment runs land in this area adjacent to cultural products. through the heart of the Twin Cities the river. Although Lake Using the river Metropolitan Region. This destination Maria State Park, Sherburne for recreation is probably the major area has been established by an act National Wildlife Refuge, Sand attraction for tourists in this Destina- of Congress and is administered by Dunes State Forest, and Elm Creek tion Area. Unstructured and Self- the National Park Service in coordi- Park Reserve offer tremendous out- Structured Players and Guests are nation with a multitude of local, door recreational opportunities probably the largest users of the state, and federal agencies. within a few miles of the river, river and the Great River Road in The MNRRA is a large, complex none are on the river. There are, this destination area. Explorers and unit of the National Park Service however, numerous boat access, Pilgrims may be interested in under- (NPS). The National Park Service has fishing piers, and a few smaller standing how people use the land prepared a Comprehensive Manage- picnic sites. The river in this and the river. This could be an inter- ment Plan that includes land and destination area is known for esting story to tell to tourists and water use controls; management its excellent sport fishing. residents, especially as agricultural of natural, cultural, economic, and Historical sites, are concentrated uses become more urban in this recreational resources; management in communities such as St. Cloud, destination area. of visitors, including interpretation Clearwater, Monticello, and Elk River. One of the most prominent historic sites is on the State Route, the Oliver H. Kelly Farm. It is a 189- acre living history museum operated by the Minnesota Historical Society. Kelly was founder of the Patrons of Husbandry, usually called simply, the Grange. The Grange was a frater- nal order of farmers who promoted improvements in rural life. The Grange provided educational and community service programs to farmers and rural districts. It advocated legislative remedies for their predicaments. The railroads and their pricing policies Surprisingly to many residents and tourists, there are many places to engage the Mississippi 6 were a particular target. After years River in the Twin Cities, such as Point Park in Anoka 8 Great River Road Development Study Cities. St. Paul is the site of the original head of navigation and Minneapolis is home of North America’s second most powerful waterfall. (Niagara Falls is the first.) St. Paul became a major transshipment point and Minneapolis became a major milling and manufacturing town. The Great River Road passes mostly on parkways along the bluff top, occasionally diverted to the flats below the bluffs. Between Above: In St. ➤ The Mississippi River is a St. Anthony Falls and the landings Paul, recreational national treasure in St. Paul, the river is bounded and industrial mostly by a natural landscape with uses share the ➤ riverfront. Left: We must be responsible stewards only pedestrian and bicycle paths In downtown of the Mississippi River impinging on the native image. Minneapolis, Upstream of the Falls and downstream the Great River There are literally hundreds of the landing, the river is more Road transverses of attractions in this area that are accessible and industry vies for a a well-interpreted of interest to nearly all types of riverfront historic riverside location. district. tourists taking all kinds of trips. The The Minnesota Office of Study Team focused on examining a Tourism defines both the destination smaller area with a critical mass area and the demonstration area as and education; and a plan for park of tourist attractions and services— being in one destination area: Twin facility development. the Mississippi River Gorge as a Cities. People on all kinds of trips The National Park Service has Demonstration Area. visit the river and the Great River identified the need to improve access The Mississippi River Gorge Road in the Twin Cities. Many of to the river, both for pedestrians using Demonstration Area, which extends these visitors, however, come to be riverfront trails and facilities, and from downtown Minneapolis to down- entertained as Spectators. Spectators boaters using the river, as a develop- town St. Paul, was created as a repre- are probably the largest group of ment priority. It has also identified sentative subset of the larger and tourists that visit the riverfront. How several interpretive themes that more inclusive MNRRA Destination their needs are being met and what would explain the value of the Area. The area is characterized by can be done to enhance their experi- river to tourists and residential a gorge, a landform found uniquely ence is discussed in greater detail in visitors. These themes are: on the Mississippi River in the Twin Section 7: Demonstration Areas. ➤ The Mississippi is one of the world's great rivers

➤ The Mississippi River is a diverse, yet interdependent ecosystem

➤ Both geological and social forces have shaped the river

➤ The Mississippi has been the home to human beings for 12,000 years

➤ The Mississippi River is a working Bike paths and historic railroad bridges complement each other in Hastings. A bike path adja- river cent to the river from Anoka to Hastings is one of the goals of the National Park Service. 6 9 Great River Road Development Study Mississippi River Bluffs Destination Area This destination area extends from Hastings to the Iowa Border dominated by bluffs and an unusually wide river. The Great River Road, traveling through quaint historic towns and impressive wildlife habitat, beckons the tourist. Loungers stroll through rivertown antique shops. Players boat, hunt, and fish the waterway. Explorers watch eagles or discover the rich history of the area. Most tourists are on self-structured Above: Scenic Views of the Mississippi River, like this one from Frontenac State Park, are trips although a few, mostly those significant tourist attractions. Right: Boating is on their way to casinos, travel in a popular activity in the Mississippi Bluffs structured groups. Local destination Destination Area. marketing organizations have created strong marketing campaigns and ➤ Neither extension was oriented ➤ Neither extension could be have coordinated improvements, to the Mississippi River or even practically marketed as part like the proposed National Eagle its watershed. of the Great River Road Center, in Wabasha that would without confusing the tourist promote tourism. ➤ Neither extension could be or diluting the marketing The Minnesota Office of Tourism defined using a unique geo- efforts of other communities recognizes this area as its own des- graphical or cultural feature that are actually on the tination area, Mississippi Valley/ associated with the Mississippi Mississippi River. Bluff Country. The area is described River. in greater detail in Section 7: Using the criteria established Demonstration Areas. ➤ Neither extension, as part for selecting destination areas, the of the Great River Road, two Canadian Extensions should not Canadian Extensions had local support. There was be promoted as part of the Great The two Canadian Extensions were support for tourism but, again, River Road. Nonetheless, since not selected as destination areas. it was not oriented to the they currently are designated as They did not fit the four criteria for Mississippi River or the part of the Great River Road, they selecting destination areas, namely: Great River Road. were examined for their inherent attractiveness to tourists as part of this study.

East Canadian Extension The East Canadian Extension connects International Falls to Bemidji by following U.S. Route 71. Although various promotional material, including the Minnesota’s Official State Highway Map, indicate that it is part of the Great River Road, there are no Great River Road signs along the route. The route does not follow the Mississippi The Steamboat, Mississippi Queen, approaches Red Wing. River. Most of the segment is not 6 10 Great River Road Development Study lacked interest was based on the fact that Manitoba has not supported or participated in the National Mississippi River Parkway Commission for years. Nonetheless in the province’s tourist promotional material, the Great River Road is listed as one of the province's scenic roads. This promotional material notes that the Great River Road connects Manitoba with the “continent‘s greatest river, Voyageur National Park and the Rainey Lake Grand Mounds Historic Site is evidence that the Mississippi.” Visitor Center are major attractions along the humans have occupied the region and used Like the East Canadian Extension, East Canadian Extension. the area’s rivers for thousands of years. this destination has tourism potential but it is not oriented naturally to even in the Mississippi Watershed. West Canadian Extension the Mississippi River or the Great Major attractions include state The West Canadian Extension River Road. Therefore, a more natural and national forests, Big Fork connects the Headwaters to Winnipeg and authentic connection between River, Grand Mounds Historic Site, by following state and county roads Minnesota and Manitoba—such as the northern border lakes, and to Warroad and north into Manitoba. promoting our common heritage by Voyageurs National Park. No men- This segment is in the Bemidji Lakes interpreting stories of the Red River tion was found in promotional and Lake of the Woods destination Ox-Cart Trail—may enhance tourism material for this destination area areas as defined by the Minnesota more than trying to artificially about the Mississippi River or the Office of Tourism. Like the East extend the Great River Road to Great River Road except for material Canadian Extension, the route does Canada. Although, the route does produced by Ontario for the not follow the Mississippi River nor connect Itasca State Park with three Canadian tourist. is most of it even in the Mississippi of Manitoba's most popular provincial The East Canadian Extension Watershed. This segment of the Great parks—Whiteshell, Birds Hill and is located in the Voyageur Country River Road was not examined as part Grand Beach—it is still the recom- Destination Area, as defined by the of the Great River Road Development mendation of Study Team, that the Minnesota Office of Tourism. Signs Study because it appeared that the West Canadian Extension be dropped identify the route as only the Manitoba provincial government was from further Great River Road pro- Voyageurs Highway. To a tourist not especially interested in promoting motional efforts and that consider- in Minnesota, this label is more the Great River Road. The impression ation be given to de-designating appropriate than the calling it the that the provincial government the segment. Great River Road. Although this segment of the Great River Road has tourism potential, it is not oriented to the Mississippi River or the Great River Road. A more productive marketing strategy would be to promote the Voyageurs Highway as a route connected to—but separate from— the Great River Road. It is, therefore, the recommendation of Study Team, that the East Canadian Extension be dropped from further Great River

Road promotional efforts and that con- Above: A typical landscape found on TH 11 is the West Canadian Extension Destination Area. sideration be given to de-designating Inset: Similar structures such as the one on US 89 north of Pinecreek make the West Canadian the segment. Extension attractive to tourists interested in history. 6 11 Great River Road Development Study Establishing Demonstration Areas The earlier discussion of tourist motivations and traveler styles identified the types of experiences that visitors seek when planning trips. Clearly, certain locations along the Great River Road are better at providing the experience desired by a particular tourist than other locations. Different destination areas, therefore, appeal to tourists of different stripes. It is also clear that some destination areas appeal to a wider range of visitors and possess greater concentrations of the attractions and services needed to support significant levels of tourism. These destination areas (or portions thereof) were selected as “demonstration areas.” The four selected were: ➤ Mississippi Headwaters

➤ Mississippi Crossroads

➤ MNRRA

➤ Mississippi Bluffs

The Demonstration Areas are examples—precedents—for other destination areas along the river to emulate. Each has a satisfactory level of viable attractions and hospitality services to generate significant levels of tourism and each has a distinctive river-oriented identity for creating successful marketing campaigns. The four Demonstration Areas are examined in detail in the next section of this report.

6 12 Great River Road Development Study Section 7 • Mississippi Bluffs between by outlining optional promotional Red Wing and Winona tactics and defining how to measure Demonstration their effectiveness. Areas To create the marketing strategy for a particular demonstration area, Mississippi Headwaters it was necessary to answer seven Geographic Description Introduction questions: The Mississippi Headwaters Four Destination Areas were 1. Where is the demonstration area Demonstration Area extends between selected to demonstrate how the located? two distinctive anchors, Itasca State general strategy for developing and 2. What existing resources could Park and the City of Bemidji; one marketing the Great River Road could potentially attract tourists? natural, the other urban. Itasca be applied to specific geographical 3. What story excites the tourist State Park is the primary anchor for markets. The four Destination Areas and unifies the community? the Headwaters Demonstration Area that were chosen to become Demon- 4. Who would be likely to visit and the Great River Road in the stration Areas had characteristics these attractions? State of Minnesota. It is the start, that made them good prototypical 5. Why would they visit? the “Mile Zero,” of the Great River examples. These distinctive charac- 6. How can their visit be enhanced? Road. The park features a natural teristics were: 7. How can tourism be effectively landscape dominated by Lake Itasca ➤ Each Demonstration Area has a promoted? and the presence of the Headwaters. geographical identity in relation To the Great River Road tourist, the to the Mississippi River that is The first question, “Where is other anchor, the City of Bemidji, distinct from the other three the demonstration area located?” is, geographically, the “First City on areas. was answered by defining the extent the Mississippi.” Bemidji is an urban of the demonstration area, the loca- outpost in the middle of unmitigated ➤ Each also has a propensity to tion of its anchors, and its general wilderness. The two anchors provide attract tourists with motivations geographical character. The second an interesting contrast between and travel styles distinct from question, “What existing resources wilderness and urban environments. each other. could potentially attract tourists?” Between the two anchors the was answered with a description of Great River Road traverses a glacially- ➤ Each has a good range of the river, the road, and the associ- formed landscape with slightly attractions and services oriented ated attractions. The third question, rolling topography and vegetated to tourists and actively promotes “What story excites the tourist and wilderness. It has little reference to tourism. unifies a community?” was answered humanity or the river. This wilderness by identifying one definitive aspect is dominated by extensive wetlands Together, the four Demonstration of the demonstration area. The and boreal forest. Furtive glimpses Areas represent a wide range of fourth question, “Who would be of the Mississippi River can be resource and tourist attributes. By likely to visit these attractions?”, enjoyed by the tourist from the focusing on these four representative was answered by correlating motiva- three bridges between Itasca and destinations, it will be possible to tion and travel style with visitation Bemidji. Typically, however, the transfer both general and specific to particular attractions. The fifth river is concealed by endless marsh development and marketing strategies question, “Why would they visit?” or woodland. to other Destination Areas. was answered by determining the Except for the roadway, pastures, As located on Figure 7-1: Great benefit a tourist would receive by an occasional farmstead, a solitary River Road Demonstration Areas, the visiting the demonstration area. restaurant, a forsaken church, and four demonstration areas are: The sixth question, “How can their a few picturesquely abandoned and • Mississippi Headwaters between visit be enhanced?” was answered dissolute buildings, no evidence of Lake Itasca and Bemidji by identifying potential capital human occupation of the landscape • Mississippi Crossroads between improvements that would enhance exists between the state park and Brainerd and Little Falls the tourism experience. The final the exurban outskirts of Bemidji. • Mississippi Gorge between question, “How can tourism be The area appears to be an unfettered Minneapolis and St. Paul effectively promoted?” was answered northern wilderness. 7 1 Great River Road Development Study 53

Mississippi 2 Headwaters

Bemidji

169 53

10 94 Brainerd

Little Falls 35 169

Mississippi 94 Crossroads 35W St. Paul 494 Minneapolis

61 Mississippi 35 Gorge 169 Red Wing 61 Mississippi Bluffs Winona 90 90 169

North

Location of Great River Road Demonstration Areas 7 2 Great River Road Development Study Bemidji Lake Bemidji Bemidji State 2 Park

7 Iron 197 Bridge iver Lake Riv R ld e r Irving i c i W n e 2 Sc BELTRAMI CO. 7 HUBBARD CO.

Coffee Pot Landing HUBBARD CO.

CLEARWATER CO. CLEARWATER 9 40

i s

s i s

s 35E

i Interstate Route M 2 200 2 U.S. Route 38 Mississippi 197 State Route Headwaters Interpretive 12 Center Lake County Route Itasca Anchor 71

Itasca HUBBARD CO. CLEARWATER CO. CLEARWATER Junction State Park CLEARWATER CO. BECKER CO. Great River Road Route

0 .75 1.5 3 Miles North

Mississippi Headwaters Demonstration Area 7 3 Great River Road Development Study Resources Although the river is typically The Great River Road The Mississippi River a gentle flowing stream, there are Vehicular Transportation The Mississippi River, meandering several locations where Class 1 The Great River Road follows the through the boreal forest and marshes Rapids exist along this stretch as it general northeast path of the river of northern Minnesota between Lake rifles through narrow valleys flanked but ironically, in this Demonstration Itasca and Lake Bemidji, begins by steep spruce-covered riverbanks. area where the river is the most wild, its 2,348-mile journey to the Gulf The river drops 260 feet in elevation free-flowing, and curvilinear, the of Mexico as a narrow stream— between Lake Itasca and Lake Bemidji, Great River Road is rigidly constrained, a mere 20 feet wide—at Lake Itasca. an average drop of four feet per straight, and angular. The road only Approximately 62 river miles from mile. Water quality is ranked out- crudely mimics the direction of the Lake Itasca, the Mississippi River standing by regulatory authorities. river, jogging in a staircase pattern enters Lake Bemidji still as a modest The Mississippi Headwaters Board until it reaches Bemidji, In this river, only 120 feet wide. This is the has designated the first 50 miles region with limited roads, it is Mississippi Headwaters Demonstration of the river, from Lake Itasca to Iron restricted to tracing the lines and Area, the first Destination Area and Bridge Landing on Beltrami County corners established by the original the first Demonstration Area on the Road 7, as a “Wild River.” The fifteen government land survey. Nonetheless, Great River Road. miles from the Iron Bridge Landing even with its jogs, the road is only The river in the Mississippi to Bemidji have been classified as thirty miles long, half the distance Headwaters Demonstration Area is a “Scenic River.” the river travels between Itasca and different from the other Demon- This is a challenging section to Bemidji. stration Areas. Here, the river is travel by canoe or kayak. It cannot In the Mississippi Headwaters narrow, wild, and hard to follow be traversed by motorized boat. Demonstration Area, the Great River but it rewards the persistent tourist There are no navigational markers Road and the Mississippi River paral- with a wilderness experience, an on the river to guide river recre- lel each other from a distance. The experience comparable to Minnesota’s ationists. In marshes, the river can river meanders through the country- premier wilderness experience, the quietly slow and disappear in the side mostly invisible to a tourist on Boundary Waters Canoe Area. vegetation, especially in low water the Great River Road. Only at the conditions. Although it is approxi- five locations where the Great River mately a thirty-mile, one-half Road crosses the river is the Missis- hour drive on the Great River Road sippi truly visible. Nevertheless, in between Lake Itasca and Bemidji, a Bemidji, from the bridge with the canoeist requires at least two days, most traffic in the demonstration frequently three, to travel the 62 mile area, the river appears to be con- river route. structed over a short channel between two lakes not the Mighty Mississippi and the Great River Road Left: A much photographed marker desig- nates the origin of the Mississippi River as it appears to parallel a lake, not a river. flows from Lake Itasca. Below: Even experi- The federally designated route enced canoeists find the Mississippi River between Itasca and Bemidji is almost between Lake Itasca and Bemidji challenging entirely on county roads. From the to navigate because the channel is difficult to Headwaters Interpretive Center, the follow as it flows through obscuring marshes. Great River Road travels north out of Itasca State Park on Clearwater CSAH 38. It crosses the junction with TH 200 and becomes Clearwater CSAH 2 continuing north for six miles to Clearwater CSAH 40. The road follows Clearwater CSAH 40 for two miles east to the Hubbard County Line. East of the County Line, the road continues on Hubbard 7 4 Great River Road Development Study county gravel road. Shoulders are of various widths, generally wider in Beltrami County near Bemidji and quite narrow between Itasca State Park and the Beltrami County Line. Sidewalks and off-road trails are limited to the two anchors.

Attractions and Services

The City of Bemidji and the Minnesota Department of Transportation are developing plans for a Fully developed attractions exist new bridge across the Mississippi River. A trail and streetscape improvements are also part of primarily at the anchors of the the reconstruction project being designed by Short Elliott Hendrickson Inc. Demonstration Area, Itasca State Park and the City of Bemidji. A few CSAH 9 east for 5.5 miles to the road in a culvert. In Bemidji, the attractions, such as river access junction with Hubbard CSAH 3 at Great River Road crosses where the points and rest areas, have been Becida. The road continues on river is but a mere short channel developed between the two anchors Hubbard CSAH 3. Hubbard CSAH 3 between Lake Irvine and Lake Bemidji. as part of the original federal funding jogs for six miles through northern The channel is lost in commercial of the Great River Road. Nonetheless, Hubbard County, first north, then development and is currently not the Mississippi River Headwaters east, then north again, ending at emphasized as an attraction. Board considers recreational oppor- the Beltrami County Line. From the tunities in this segment of the river Bicycle Transportation Beltrami County Line to downtown as being limited. The same board, Roads are not strictly for motor- Bemidji, the Great River Road is des- suggests that cultural resources, ized vehicular transportation. The ignated on Beltrami CSAH 7 to its particularly those related to American Great River Road especially was junction with TH 197. (TH 197 is Indians, are plentiful, but under- conceived to provide a route for the only State Trunk Highway desig- developed for tourism. The following recreational bicycling. The original nated part of the Great River Road discussion details attractions first in Great River Road Design Guidelines, in the Headwaters Demonstration the anchors and then the connecting established in 1981, called for a four- Area.) TH 197 skirts the southern corridor between the anchors. foot paved shoulder or an eight-foot shore of Lake Bemidji to the junc- off-road trail where practical to tion with First Street and Beltrami accommodate bicycling. Design Upstream Anchor CSAH 12. Beltrami CSAH 12 brings standards have changed significantly The Mississippi Headwaters the Great River Road around the since those original guidelines were Demonstration Area begins at the southeast shore of the lake, north established. Currently, a ten-foot source or headwaters of the Mississippi to the junction with Beltrami shoulder or eight-foot off-road trail River, Lake Itasca about 30 miles south County Road 19. Although the Great are considered minimal for State-Aid and west of Bemidji, Minnesota. Access River Road continues downstream on Funded County Road projects. In prac- to the “Source of the Mississippi River” Beltrami CSAH 12, the Demonstration tice, a ten-foot surface is preferred has been enhanced by the creation Area ends at the junction with for off-road multi-modal trails also. of paths, bridges, and a stepping- County Road 19. Except for a trail around Lake stone walkway. In the 1930s, the The road crosses the river five Itasca and the sidewalks (which Depression-Era work program, the times in the Mississippi Headwaters are meant only for pedestrians) in Civilian Conservation Corps (CCC), Demonstration Area. The most poten- Bemidji, there are no off-road trails created the stepping-stone walkway tially notable of these crossings are that parallel the Great River Road or and rustic marker to demarcate the in the locations that anchor the the Mississippi River in the Mississippi origin of our continent's largest Demonstration Area, Itasca State Headwaters Demonstration Area. river. Prior to this, the river had Park and Bemidji. The first time merely meandered out of Lake the Great River Road crosses the Transportation System Summary Itasca unannounced. Mississippi on Clearwater CSAH 38 According to Mn/DOT data all The Work Progress Administration in Itasca State Park, the Mississippi roads are adequately wide and paved, (WPA) planners, recognizing that passes unceremoniously under the except for one two mile stretch of people would be willing to travel to 7 5 Great River Road Development Study The Great River Road Development Study Transportation Resources “Mississippi Headwaters Demonstration Area” Itasca to Bemidji

7 6 Great River Road Development Study Accommodations larly beautiful stand, Preachers provided by the Grove, evangelistic crusades were DNR include the held overlooking Lake Itasca during hotel in Douglas the 19th Century. State record Red Lodge, rustic and White pine trees are accessible housekeeping from the drive. Wildflowers, especially cabins, group spring ephemerals, are delightful cabins, and family standard fare. Wildlife sightings, cabins. Addition- including bear and eagles are not ally, there are uncommon. Bird watching, star-gaz- hundreds of ing, and photographing nature are camping sites for RVs and tents. A simple activities easily enjoyed in grand dining room in Douglas Lodge Itasca State Park. overlooking Lake Itasca provides A variety of guided nature ori- fashionable dining for the visitor. ented activities are scheduled for Snacks are also available. inquisitive children and adults. Top: Walking across the Mississippi River in Bicycles, canoes, and motorized There are several interpretive markers Itasca State Park has been a right-of passage fishing boats are readily available discussing these explorations. Other for generations of Minnesotans and a proud for rent. Hiking trails are common. interpretive stories are told through- boast of visitors since the stepping stones Hiking, bicycling, canoeing, and out the Park. Several natural and were installed by the Civilian Conservation Corps in the 1930s. Above: A variety of fishing are among the park's most historic sites are explained by accommodations are available in Itasca popular activities. interpretive signs or by guides. State Park, including camping, hotels, and Wilderness Drive connects the Archaeological sites involving these housekeeping cabins. park’s major attractions. It connects American Indians are less likely to premier interpretive attractions for be interpreted, although an Indian Lake Itasca if it provided a memorable both motorized and non-motorized Cemetery exists in the park. experience, decided to create a place travel. In addition to the headwaters, Itasca State Park, as the Upstream and an event that would be capable of the drive offers several virgin groves Anchor of the Mississippi Headwaters etching itself into every visitor’s soul. of red and white pine. One particu- Demonstration Area, engages the The stepping-stones, strategically tourist in a remarkably unique nat- placed at the point where the river ural environment. flows out of the lake, allows nearly anyone who is ambulatory, the ability Downstream Anchor to “walk across the Mississippi River.” The downstream anchor for the This claim—that one has humbled Mississippi Headwaters Demonstration the Mighty Mississippi by simply Area is the City of Bemidji. Bemidji stepping across it—is a traditional is an urban setting, a contrast to right-of-passage for most Minnesotans Itasca’s wilderness. Bemidji is the and an enjoyable boast for out-of- regional service center and the state visitors. regional center for governmental The legacy of the Depression agencies. There are 11,000 people Era has been maintained and enhanced living in Bemidji with thousands by the management of Itasca State of tourists who annually visit this Park by the Minnesota Department “First City on the Mississippi.” of Natural Resources. Several other The quintessential symbol of Depression Era structures, like Bemidji, the painted giant concrete Douglas Lodge and the Forest Inn, statues of Paul Bunyan and Babe the and the Bear Paw cabins which offer Blue Ox located on the waterfront an authentic “northwoods lodge” at the Tourist Information Center, experience to the tourist are Bicycle trails and other recreational facilities are ideal icons for this northern thoughtfully preserved. are popular in Itasca State Park. town and tourist destination. 7 7 Great River Road Development Study According to the text on a popular shallowness and narrowness of the (Canadian Pacific) and the Great postwar postcard, Paul and Babe river from Itasca to Grand Rapids Northern (Burlington Northern Santa were one of the six most photographed required loggers to ship by railroad Fe) still use the rail corridor as a objects in the Post-War United States. rather than the river. The Great major east-west route and switching Although the icon itself has Northern arrived in 1898 to haul point. Trains lay over; trains roll become a roadside attraction, the logs from the headwaters to the past; and monstrous stacks of pulp statue represents the importance of downstream markets. The Soo Line are loaded and unloaded into waiting the lumber industry in defining the followed in 1910. Although the river gondolas and flat cars. Except for identity of the region and its people. wasn't used directly, the river, or through-trains on the mainline, the It is logical and practical that these actually its water, was important in long-standing commercial activity two mythic characters greet the the development of the Bemidji’s of railroads near Bemidji's waterfront tourist at the entrance to Bemidji’s logging industry. is disappearing as the City transfers Tourist Information Center. Lake Bemidji was used as a industrial activities to a new Industrial large mill pond. Park on the edge of town. The shore from Evidence of the old milling downtown to operations is more rare. The best the outlet of the example of the mills that dominated Mississippi was the shoreline is at Nymore Beach. covered with Here the foundational ruins of one mills. The nar- of the mills still exist as a sentinel row peninsula on a sandy public beach. The ruins between Lake are not interpreted and must appear Irvine and Lake as massive discordant litter to many Bemidji was par- recreationists using the beach. ticularly filled Younger visitors may be more for- with railroads giving, viewing them as an interesting yards and mills. climbing structure and in keeping A devastating with their recreational desires. fire in the 1920s It is Lake Irvine and Lake Bemidji destroyed much that make the City of Bemidji Paul Bunyan and Babe the Blue Ox have been greeting visitors to of this infra- attractive to residents and visitors. Bemidji since 1937. structure. The Lake Irvine and Lake Bemidji are the mills and rail- first large lakes that the Mississippi The history of the lumber indus- road docks were not reconstructed flows through. Indeed, the name try and Bemidji, is relatively new, since they had been at the end of Bemidji is derived from the original approximately 100 years old. It could their commercial life. Objibwe appellation, Pemidjigumaug, be interesting to tourists, especially Evidence of past commercial meaning “the river that crosses the Explorers, if interpretation was prop- logging activities can be found in lake.” After the demise of the log- erly presented. Several sites associ- several surviving buildings including ging industry, recreational activities ated with the lumber industry are the Great Northern Railway Depot came to dominate the shoreline of still extant in Bemidji. and the Soo Line’s Union Depot. Lake Bemidji. Rides on seaplanes, The lumber industry dominated The Union Depot, built in 1910, speedboats, and paddlewheelers were Bemidji from the 1890s through the has been redeveloped as a popular the rage from the 1930s through the 1920s, when most of the accessible restaurant and bar. Plans for renovat- 1960s. A small amusement park with large timber was being harvested. ing the 1913 Great Northern Depot a Paul Bunyan theme still occupies Lumbering had been part of the are being developed. The primary the shoreline next to the Tourist Minnesota landscape for over 50 evidence of the influence of the Information Center. The Tourist years before it reached Bemidji. The railroads, however, are not historic Information Center, although new logging of Bemidji’s hinterland had buildings. It is the continuing pres- construction, was inspired by an to wait for railroads. Although it ence of the railroads themselves. old boat house used in the earlier was on the Mississippi River, the The successors to the Soo Line era. The boat house was part of a 7 8 Great River Road Development Study Recently, the fast-food outlets to buffets to locally- City of Bemidji owned establishments with moderately and the Minnesota priced full-course menus. Grocery Department of stores are plentiful. Transportation Bemidji is alive with activities have been devel- for the resident and tourist. The oping plans for streetscape of downtown has been reconstructing enhanced with pavers, lights, ban- the Great River ners, seating, planters, and other Road along the urban accouterments. Music is waterfront. broadcast from integral speakers on These plans, streetlights. In winter, every tree developed by the consulting firm downtown and along the lakeshore is of Short Elliott Hendrickson, include adorned with twinkle lights creating transforming the waterfront and a spectacular winter wonderland. riverfront into an area for recreation The arts community is thriving. for residents and tourists. The idea An Arts Center is located in the old is being nurtured by the City of Carnegie Library, situated as the ter- Bemidji and partially funded by minal vista as one approaches Lake Mn/DOT. Lighted, waterfront trails Bemidji on the 5th Street segment Top: Plans for Bemidji's Travel Information and a new bridge over the Mississippi of the Great River Road. The Paul Center were incorporated into Mn/DOT’s orig- are important tourist-related facilities Bunyan Playhouse, a local equity inal Great River Road Development Guide in being developed as part of a larger theater company, occupies the old the early 1980s. When the the City of Bemidji developed the site in the early 1990s, the transportation project. The trails are Travel Information Center was placed closer considered part of a larger community to the existing statues and the lake. Above: effort to create a continuous trail The new Travel Information Center in Bemidji around the lake, connecting Bemidji is a staffed facility guiding tourists to local with Bemidji State Park. Docks, attractions and services. community entry signs, and boulevard plantings complete the trans- waterfront complex that included an portation phase of the development. extravagant dock that housed a gazebo Today tourists find a variety of that was used for public concerts. The sleeping accommodations including dock, gazebo, and boat house had all many national and regional chains been removed by the time the Great with standard recreational features Top: Several urban design streetscape ele- River Road was designated to go by such as swimming pools and exer- ments have been proposed for improving the the lake. Nonetheless, the idea of cise rooms, most moderately priced. aesthetics of the Great River Road in Bemidji, including the construction of graphic cross- Convention halls and meeting rooms reconstituting a public recreational walks to improve pedestrian safety along the area has persisted to the present day. are at a premium, however. Tent lakeshore. Below: On Lake Bemidji, accom- Plans for Nymore Beach, the and RV camping is accommodated modations range from camping, to resorts, river channel, and the waterfront in Bemidji State Park. Close to the and even Bed and Breakfasts. were originally developed in 1980 state park is a well-respected tradi- by the consulting firm of Wehrman- tional lodge and cabin resort, Rutger’s Chapman. The Minnesota Depart- Birchmont Resort, occupying the ment of Transportation included north shore of the lake. On the these plans in its Great River Road eastern shore, a few Bed and Development Guide. Many of the Breakfast establishments have ideas illustrated in the original opened on Bemidji's fashionable Development Guide, such as a new Lake Boulevard. Tourist Information Center, have A variety of restaurants are been constructed. available from the standard national 7 9 Great River Road Development Study downtown movie theater, the Chief. and ice-fishing. Inspired by the statues of Paul and Access to Lake Babe, a dozen new sculptures were Irvine is less recently unveiled throughout down- well maintained town. A map for a walking tour of but is available the sculptures is distributed at the near the outlet Tourist Information Center. of the Mississippi Northwoods artifacts and souve- River. The re- nirs are available at several shop- construction ping establishments that cater to of TH 197 may the tourist. Bemidji Woolen Mills include improv- actively seeks the tourist for pur- ing the access Fishing remains a popular recreational activity in the Headwaters chasing their "Made in Bemidji" to Lake Irvine. Demonstration Area. clothing and blankets. Other out- Fishing and hunting remain one door activities are becoming draws information is limited, a similar of the most common reasons for vis- for tourists. Golfing, in particular, situation apparently exists with iting Bemidji. There are many bait is increasing in popularity. Bemidji an extensive collection of American and hunting shops that provide boasts three good golf-courses. Indian artifacts housed at Bemidji equipment and provisions for local Observing nature is another increas- State University. and visiting sportsmen. Access to ingly favored recreational pastime. Lake Bemidji is good and available Bemidji State Park promotes its Bog The Connecting Corridor at several locations for fishing Walk, a boardwalk through a bog, The river, recreational, and as a major attraction to tourists. cultural attractions in the corridor Adaptive reuse of older structures, like the Trails, which are beginning to form between the anchors are limited conversion of an old movie theater into a play- a system around Lake Bemidji, are to a few turn-outs along the road. house and the former library into the Bemidji used extensively by bicyclists and The most notable is at Coffee Pot Community Arts Center, have kept downtown active and interesting to residents and walkers. Snowmobile trails are popu- Landing where the river is a defini- tourists. lar and are being planned to facili- tive stream, perhaps forty feet wide. tate stopping at favored downtown Coffee Pot Landing is the only restaurants. Picnic grounds in several developed rest area between Lake city parks and Bemidji State Park Itasca and Bemidji. It provides the provide leisurely activities for families only opportunity between the two and groups. anchor destinations for the tourist Bemidji has few traditional to get out of their vehicle, launch museums for tourists to visit. The a canoe into the river, picnic at the Headwaters Science Center provides river's edge, or take a hike. It has programs for local school children an unpaved parking lot, a hand interested in exploring the area's water pump, a picnic table, and natural history. a pedestrian bridge over the river. It is in the It lacks a toilet. process of Other less developed turn-outs searching for a exist or have been created through new site possibly use. These typically occur at where closer to the the road crosses over the river. The Mississippi. A Iron Bridge Landing is a typical new site might example and is the best candidate allow it to expand for turning an existing turnout into its program to another minor rest area. A potential include activities turn-out was previously identified by of interest to Mn/DOT that would overlook LaSalle tourists. Although Lake. LaSalle Lake is nestled in a 7 10 Great River Road Development Study The Guide Book also suggests that a century later, a trader, William Morrison, visited a lake in 1804 named by the French as Lac La Biche. It is thought that Lac La Biche is actually Lake Itasca. American Army Lt. Zebulon Pike who was clearing the British out of newly acquired American Territory, reached Leach Lake in 1805 and declared it the source of the Mississippi. He was about 80 miles from Itasca. Michigan’s Territorial Governor Cass organized an expedition in 1820 which concluded that the In the connecting corridor between Lake Itasca and Bemidji, there are several places— source had been discovered about frequently adjacent to bridges—to access the Mississippi River. 100 miles downstream from Itasca in a lake the expedition named picturesque landscape and although explorers with sometimes curious Cass Lake, after their patron. it is not on the river, it does provide personalities. Unsurprisingly, the Henry Rowe Schoolcraft is popu- an understanding of the headwater’s source seems to have been well larly credited as the first non-native geographic context. Unfortunately, known by Indians, who actually to discover the actual source of the it is very close to Coffee Pot Landing served as guides on most of the Mississippi. Schoolcraft, who had and may be redundant. Additional European and American expeditions. been on the expedition with Governor scenic turn-outs could be developed One of the most colorful, literally, Cass, returned in 1832 with Ojibwe at more appropriate spacing where of these early explorers was the Chief Ozawindeb, who took him to the Great River Road crosses the namesake of Beltrami County, the Lake Itasca. Cass was related to Mississippi River. Italian Giacomo Constanino Beltrami Ozawindeb through his marriage to who arrived on the first steamboat a British-Indian wife. The expedition The Big Story to Fort Snelling. He was determined only took one week. Most scholars The Headwaters of the Mississippi to become an explorer. He was guided believe the speed and accuracy River engages a person’s imagination. by the Ojibwe to a lake that he called of the exploration indicates that This is the source, the true head, Lake Julia, after a Medici countess. Ozawindeb knew exactly where the of the Mississippi River. The longest This lake is thought to be Lake headwaters were located. Indeed, most powerful river in North America Bemidji approximately 60 miles from as the Mississippi Headwaters Guide and one of the largest rivers in the the river's true source. A painting Book suggests, the site was well- world. The story of finding the source of the first steamboat arriving at known to American Indians. is heuristic, it provides insight into Fort Snelling displayed on the what motivated early visitors and Jonathan Paddleford in St. Paul, Creating Itasca what might motivate the modern shows Beltrami on deck with his The name, Itasca comes from tourist. Indeed, exploration stories signature large red parasol. the Latin words, “veritas,” meaning are still told in popular histories The Mississippi Headwaters Board’s “true;” and “caput,” meaning “head.” and in international guidebooks Mississippi Headwaters Guide Book Schoolcraft combined these words, on the Mississippi River. credits another Italian, Tonti as being dropping the first and last syllables, the first Caucasian to have actually to form Itasca. Schoolcraft also The Original Explorers seen the headwaters. Tonti, escorted transformed a classical Greek myth The quest for the source of the with Father Hennepin to Mille Lacs in into a folktale about an Indian Mississippi River was one carried on 1680, is thought to have left Hennepin maiden stuck in the underworld, over centuries and one written by and traveled with Dakota guides to crying for her lover left on the curious European and American the source of the Mississippi. surface. Her tears become the 7 11 Great River Road Development Study Mississippi River. The legend hasn’t Spectators. Surprisingly, a 1998 survey their own volition. A few are part of stuck in the popular mind but the of visitors to Clearwater, Hubbard, and structured or semi-structured tours. equally manufactured name, Itasca, Beltrami counties, conducted for the Unstructured visits by tourists is has been accepted. Ironically, most Mississippi Headwaters Board, indi- the least common tourist style seen tourists probably believe the name cated that many tourists are Guests in the Mississippi Headwaters is of authentic Indian origin rather of residents. It is assumed that Demonstration Area. than fabricated from Latin. Guests significantly contribute to A limited amount of tour buses tourism but the relatively low do visit Itasca State Park. A few years Applying the Story indigenous population base limits ago structured tours from Canada Being the location of the source the ability to increase the number to Bemidji were frequent when the of the Mississippi River makes Minne- of Guests visiting the demonstration Canadian dollar was stronger than sota extremely unique. It allows area substantially. the U.S. dollar. These Canadian Minnesota to position itself sepa- As a demonstration area, the Accumulators came to shop for rately from the other nine Great Mississippi Headwaters has many bargains in Bemidji’s stores. Unfor- River Road states. Lake Itasca is one similarities with and attracts some of tunately, that has been less frequent of North America's natural wonders— the same tourists as the Mississippi of an occurrence in recent years. the True Head of this continent's Crossroads Demonstration Area. Tour buses on the Great River Road most amazing river. Those resources that support between Itasca and Bemidji are Intuitively, tourists recognize that Players, such as fishing, golfing, rarely, if ever, observed. to understand America and Americans, bicycling, and hunting are present Semi-structured tourists are rare they must understand our nation's in both destinations. Nonetheless, in the Headwaters Demonstration landscape. The Mississippi River is the Mississippi Headwaters Demon- Area primarily because semi-struc- a dominant geographical feature. It stration Area can differentiate itself tured events are relatively rare. divides the country between east by its appeal to the Explorer and However, semi-structured conferences and west and it is one of a handful even the Pilgrim. are a major attraction in the Crossroad of American geographical features Demonstration Area. It may be pos- that is recognized internationally. sible to lure semi-structured tourists— If we weren’t the “Land of 10,000 who happen to be Explorers or Lakes,” we'd probably be the “The Pilgrims rather than Players—to Mississippi Headwaters State” Capi- Itasca and the Headwaters. It may talizing on this natural gift, it may also be possible to arrange structured be possible to re-position Lake tours from the same destinations. Itasca as one of America’s Top 50 Spousal tours may be particularly Natural Landmarks that tourists well-suited. European Fly-Drive “must see” if they are to have a packages would also work well. complete understanding of our Unstructured Tourists are not a country. At a minimum, it should significant factor in tourism in the be possible to re-position the Headwaters Demonstration Area. It Mississippi River Headwaters as a is too remote to attract significant preferred destination for trips to numbers of spontaneous travelers. the Midwest and a required stop Its population is too small to gener- on trips to Minnesota. Explorers, such as this group of canoeists who ate significant spontaneous travel are landing in Bemidji after canoeing from from residents. Guests, staying in The Tourist Lake Itasca, would be a good target market for Bemidji, may be induced to travel the Headwaters Demonstration Area. Motivation on the Great River Road to Itasca The type of tourist that has as an enjoyable side trip. The only been traditionally attracted to the Travel Styles critical mass of unstructured Headwaters Demonstration Area is Most tourists visiting the tourists that could be reasonably the Explorer, Player, Lounger, and Mississippi Headwaters Demonstration tapped are the students of Bemidji Pilgrim. The area does not particu- Area are self-structured. They have State University and their visiting larly attract Accumulators and elected to see Itasca or Bemidji on friends and family. 7 12 Great River Road Development Study Geographic and Modal Bemidji, or both, and finally providing and Itasca State Park where staying Characteristics them with appropriate tourist infor- in park boundaries is required. No Tourists arrive mostly from mation so they can do the exploring bicycle shuttle service is available. the Twin Cities but also from the themselves. Canoe rental and canoe shuttle ser- Dakotas and Canada. The tourist vices are available. typically arrives by automobile and Market Summary is greeted by Paul, Babe, and the The primary target market tourist, Capital Improvements Tourist Information Center. Some, an the Self-Structured Explorer visiting Capital improvements should increasing number, arrive by airplane. the Mississippi River Headwaters at first be oriented to establishing the Several flights with reasonable Itasca State Park by automobile or Mississippi Headwaters Demonstration fares fly in and out of Bemidji's bicycle, would find the demonstration Area as a destination for Explorers. International Airport daily to the area satisfying. The opportunity for First by supporting travel by Explorers Twin Cities. For approximately an exploring a unique natural resource that structure their own itinerary; additional $60.00 round-trip a person and following in the footsteps of followed by promoting travel by can connect through MSP to Bemidji historical explorers satisfying. The Explorers that travel in structured from any of Northwest Airlines hun- major attractions in the Upstream groups. By following a strategy of dreds of flights daily into the Twin Anchor include: Itasca State Park, accommodating Explorers, the Cities from all over the world. Rental particularly the Headwaters and Mississippi River and the Great River cars and limited taxi service is avail- Headwaters History Center; Douglas would become more noticeable to able at the airport. Lodge and the Forest Inn; Wilderness the local residents. Since a signifi- Drive, especially Preachers Grove and cant amount of tourism in the Target Markets other unique natural attractions; Mississippi Headwaters Demonstration The primary tourist that would and the park's hiking and bicycling Area is derived from Guests, making be naturally attracted to the Missis- trails. The major attractions in the residents more aware of the river sippi Headwaters Demonstration Downstream Anchor include: Paul and road should increase unstruc- Area would be a self- structured and Babe statues and the tourist tured tours of the Great River Explorer arriving by automobile information center; Lake Bemidji Road and its associated attractions and touring by automobile, bicycle, and the trails and parks associated by Guests. or canoe. with it near downtown; downtown Suggested capital improvements Secondary markets, include the restaurants and bars; range of sleep- to enhance the tourist experience unstructured Guests or the Bemidji ing accommodations; sporting goods include several that are associated State University student who wants stores, Bemidji State Park, and the with the highway and could be to explore the world in which they airport and rental cars. implemented by state and county find themselves located. If they lack The Self-Structured Explorer transportation agencies with assis- a car, this market may be induced could readily explore from Lake tance from other governmental to explore the Great River Road by Itasca to Bemidji by automobile, agencies as necessary: bicycle. This secondary market also bicycle, or canoe. The landscape ➤ Add distinctive mileage markers includes the semi-structured and between the two anchors would to enhance route identity and structured Explorers and Pilgrims provide an appropriate wilderness improve wayfinding, starting attending a convention in the setting for an Explorer. “Outfitting” with Mile Zero in Itasca State Brainerd Lakes Region who would requirements would be easily satisfied Park. Mileage markers would want to see the source of the in a wide range of stores in Bemidji. clearly identify the route, Mississippi River. Bemidji serves as an accessible gate- reducing traveler anxiety. It The third market, which is more way for those Explorers arriving would visually integrate the speculative, but potentially has high by car or airplane. Rental vehicles road, attractions, and services economic rewards for the State of are readily available at the airport, into a tourist-oriented system. Minnesota, is to promote the fly/drive including Minivans and Sport Utility Mileage markers would facilitate semi-structured model of bringing Vehicles to accommodate a wide the development of private-sector Explorers to the Headwaters Demon- range of Explorers. Renting bicycles authored tourist guides, includ- stration Area, rent them a car, is less available, primarily restricted ing interpretative maps, guide- 7 accommodate them in Itasca, to a few bicycle shops in Bemidji books, and audio tours. Public 13 Great River Road Development Study and private attractions and add an informational sign that pretative markers, and signs services could describe their can be read from a moving vehicle identifying the rest area. location using a mileage marker. on TH 197 or an interpretive By benefitting attractions and marker near the lake, that Create a rest area by adding services, the use of the system explains “Lake Bemidji” is a turn-out for scenic vista at LaSalle would be assured and awareness derived from the Objibwe word Lake separating it from the road and of the Great River Road as a “Pemdijgumaug” which means adding a well and hand pump, bike destination would be enhanced. “The River that crosses the Lake.” racks, a picnic table and small shelter, interpretative markers, and ➤ Install Great River Road route ➤ Work with the DNR and the City signs identifying the rest area. and directional makers at every of Bemidji to add Great River junction with a state trunk Road Anchor Kiosks at ➤ Improve trail system around highway and county roads with Headwaters History Center in Lake Bemidji connecting GRR to over 5,000 ADT. In particular, Itasca State Park and at the Lake Bemidji State Park, partic- add directional signs on TH 200, Tourist Information Center in ularly improve the pedestrian TH 2, TH 197 and any county Bemidji. Use these kiosks to and bicycle trail adjacent to the road with over 5,000 ADT, orient travelers to all of the Lake Bemidji and TH 197. Add informing drivers of the junction other features that can be seen interpretive markers to trail with the Great River Road. off of the Great River Road system. spine, highlighting especially ➤ Pave 2 mile stretch of gravel those attractions and services Capital improvement projects road creating 12-foot lanes and in the individual anchor. for public recreational facilities are 4-foot paved shoulders. generally outside the jurisdiction ➤ Standardize and improve signs of Mn/DOT to fund but deserve ➤ Add 4-foot shoulder to accom- to existing rest areas and future consideration as projects that would modate bicycling between Itasca attractions between Itasca and enhance the experience of the Great and Iron Bridge Landing. Add Bemidji, especially existing River Road tourist. As recreational 6- or 8-foot shoulders from Iron signs to Coffee Pot Landing projects near highways, joint-develop- Bridge Landing to TH 2 (future and Iron Bridge Landing. Add ment agreements between Mn/DOT school site) for bicyclists and sign to Gulsvig Landing. and the provider may be a practical pedestrians. From TH 2 to way to reduce construction costs. downtown create an off-road ➤ Improve existing rest area facili- It is not uncommon for parking lots, trail for bicyclists and pedestrians. ties at Coffee Pot Landing and for instance, to be paved at a signif- In downtown, create sidewalks Iron Bridge Landing for icant savings when an adjacent for pedestrians and on-road Explorers, especially bicyclists. roadway is being paved. Typically bicycle routes. At Coffee Pot Landing pave these projects are funded by those parking lot, improve landing federal, state, and local agencies ➤ Signify the importance of Itasca and picnic area by repairing charged with providing recreational State Park and the City of steps, paths, and picnic table; facilities. Such projects include: Bemidji to the Great River Road maintaining well and hand- ➤ Improvements to the recreational traveler by creating appropriate pump, bridge, and hiking trail; facilities at Nymore Beach, gateway monuments. Working standardizing signs; and by Diamond Point Park, and the with DNR, create a “Great River adding bike racks, an interpre- Mississippi Riverfront in Bemidji. Road Starts Here” monument tive marker, and a small picnic or street graphics in Itasca shelter as a haven from rain. ➤ Improvements to the boat access State Park. Working with the At Iron Bridge Landing improve to Lake Irvine near its outlet to City of Bemidji, establish a the turn-out by separating it the Mississippi River. Improve- Gateway Monument near the from the road and adding a ments to the boat access at junction of 1st Street and TH 197. paved parking lot, a well and Lake Bemidji at Nymore Beach hand pump, bike racks, a picnic and Diamond Point Park; and ➤ Work with the City of Bemidji to table and small shelter, inter- improvements to the canoe 7 14 Great River Road Development Study access to the Mississippi River ➤ Renovation and interpretation ➤ Increasing overnight lodging in between lakes Irvine and Bemidji. of WPA structures in Itasca Itasca State Park or promoting State Park. shuttle services between it and ➤ Improvements to the docking lodging in Bemidji. facilities at Nymore Beach, ➤ Interpretation of Nymore Beach Diamond Point Park, the ruins. ➤ Promoting to Tourists in Bemidji Mississippi River, and the that they visit Itasca State Park Tourist Information Center. Several projects that would be for the Headwaters and for the utilized primarily by residents but intriguing meals served at ➤ Construction of additional docks would improve the experience of Douglas Lodge that feature on the southern beach of Lake tourists have been proposed by the foods and beverages unique Bemidji as proposed by the community. Typically none of these to Minnesota meals. TH 197 Public Advisory projects would receive financial sup- Committee. port from Mn/DOT but could receive ➤ Increasing the range and number verbal support as important additions of food services in Itasca State Capital improvement projects to Great River Road tourist facilities. Park, especially near the bicycle related to interpreting or preserving These projects include: and boat rental center and the cultural resources are typically not ➤ The development of the Science Headwaters History Center. funded by Mn/DOT unless a trans- Museum in Bemidji portation function can be identified. ➤ Utilizing local manufactured Several projects that would enhance ➤ The development of an outdoor goods, such as using blankets the tourist's understanding of cul- amphitheater near the waterfront. form Bemidji Woolen Mills in tural resources have been proposed Douglas Lodge and the Bear by the community. Projects that Promotional Strategies Paw Housekeeping Cabins. may include an association with Strategies for enhancing transportation include: the experience of the Great River ➤ Promoting bicycling on the ➤ The renovation, adaptive re-use, Road tourist could involve altering Great River Road between and interpretation of the management or promotion of attrac- Itasca and Bemidji or between Northern Pacific Depot. tions and services in the Mississippi the two state parks. Headwaters Demonstration Area. ➤ Restoration and interpretation These strategies could be imple- ➤ Developing (or encouraging the of the WPA scenic overlooks mented by Federal, State, Local private development of) canoe constructed of cut fieldstone governmental authorities or private and bicycle rental and retrieval on Paul Bunyan Drive (TH 197) associations. services between Lake Itasca and Lake Boulevard overlooking Several strategies could be and Bemidji or between the Lake Bemidji. implemented by state agencies. two state parks. Those that could be implemented ➤ Adaptive re-use and interpretation by Mn/DOT include: ➤ Distributing Great River Road of Midway Bridge as a pedestrian ➤ Verifying the existence and Mississippi Headwaters map bridge over the Mississippi after adequate condition of Great illustrating the Mississippi TH 197 is reconstructed. River Road route, directional, Headwaters Demonstration and mileage makers each spring Area to tourists at the two Cultural resources projects prior to Memorial Day and the state parks. that have been discussed by the beginning of the tourist season. community and would be of benefit Those strategies that could be to tourists but probably would not Those strategies that could be developed by the Minnesota Office be eligible for funding from Mn/DOT implemented by DNR include: of Tourism (MOT) include: include: ➤ Working with tour bus operators to ➤ Positioning the Headwaters of the ➤ The development of an provide adequate parking, restau- Mississippi as one of America's American Indian Museum or rant and lodging services increase most important natural attractions Heritage Center in Bemidji. visitation by structured tourists. and an easily attained destination. 7 15 Great River Road Development Study ➤ Re-establishing the preeminence and attract many people. urban core that substantial portions of Paul and Babe as quintessential of riverfront have been converted tourist attractions. ➤ Use this outdoor amphitheater, into parkland or open space. Tourists adjacent to the lake or river for would find these recreational facili- ➤ Developing with Northwest a “Headwaters Music Festival.” ties more attractive if recreational Airlines ways to increase opportunities were complemented passenger traffic between ➤ Expand and continue to show- by more and better travel services the Twin Cities Airport (MSP) case the public art. Rotate in the adjoining commercial districts. and Bemidji International. pieces. Promote and advertise Unfortunately, to a tourist comparing in art regional magazines. facilities found on nearby lakes, ➤ Study the feasibility of developing attractions and services related to fly/drive options between the ➤ Use local accommodations and the Mississippi River and the Great Headwaters and MSP. restaurants to promote these River Road, underperform. Indeed, artistic events. Such as a standard attractions (such as water access, Those strategies that could be restaurant placemat that is a parks, trails, historic sites) and implemented jointly by Mn/DOT, map of all the public art in travel services (such as hotels and DNR, and the MOT include: Bemidji. restaurants) specifically oriented to ➤ Creating a Great River Road promoting tourism on the river or Mississippi Headwaters ➤ Work with local manufactures the Great River Road, are rare and Demonstration Area map for to create items with a distinct minimally developed. public distribution through “Mississippi Headwaters” feel In Brainerd and Little Falls, the agencies and private venues useful to tourists or tourist river flows past houses, then down- throughout the region. This providers such as commissioning town businesses, then more houses. would include Tourist Bemidji Woolen Mills to create The houses become more infrequent, Information Centers, state unique blankets for local hotels located on larger lots, the further parks, regional bicycle shops, or the "housekeeping" cabins one is from the commercial core of lodging accommodations, and in Itasca. these two cities. In the rural corridor car rental agencies at Bemidji between the anchors and downstream International Airport. from Little Falls, land adjacent to Mississippi Crossroads the river is primarily agricultural Several strategies that could be Geographic Description fields or woodlots. Except for Camp implemented by the City of Bemidji The Mississippi Crossroads Ripley Military Reservation, most or its tourism promotion or business Destination Area is in Crow Wing land is owned privately, providing organizations: and Morrison Counties in central sites for housing, business, or agri- ➤ Promote winter visitation to see Minnesota. Anchored by Brainerd culture. Camp Ripley occupies Bemidji as the “City of Lights.” and Little Falls, the destination area approximately one-fifth of the extends along the Great River Road river’s shoreline in the demonstration ➤ Discuss creating a tradition of from TH 25 in Brainerd to Morrison area. However, as a military reserva- acting historic plays with Paul CSAH 26 near Royalton. This area tion, it typically is not open to the Bunyan Players. Suggest the is dominated by lakes, lake cabins, general public. Less than five percent development of an outdoor and resorts. Historically, the river of the shoreline is publically-accessi- amphitheater to stage stories in this destination area has been ble. Here, only ninety minutes from about Schoolcraft’s discovery used as a commercial commodity. the wilderness of the Headwaters, of the source of the Mississippi, Although recreational use of the evidence of human occupation the tales of Paul and Babe, or river has increased in the last half- dominates the landscape. The quin- other plays interesting to century with the creation of several tessential emblem of human domi- tourists that help codify the river-oriented state, county, and nance—the taming of a wild river region’s rustic headwater’s municipal parks, in practice, tourists with a hydroelectric dam—is almost identity. These could be a are blithely unaware of the river or pedestrian in this demonstration rotating annual performances the Great River Road. area. There are five power dams that become widely known Ironically it is in the older between Brainerd and St. Cloud, 7 16 Great River Road Development Study 210 Brainerd CASS CO.

CROW WING CO. 371 Crow Wing River

i p Crow Wing i p ss State Park i er s v i Crow s Camp i R Wing Ripley M Lake

CROW WING CO. MORRISON CO. 371

115

213 35E Interstate Route

10 2 76 U.S. Route 371 197 State Route 27 Lindberg 76 12 County Route State Park Little Falls 224 Anchor 10 Junction Existing Great River Road Route 26 26 MORRISON CO. M BENTON CO. i s si Proposed Great River ss i 10 p p Road Route 21 i R MORRISON CO. iv e STEARNS CO. r

0 1.5 3 6 Miles North

Mississippi Crossroads Demonstration Area 7 17 Great River Road Development Study three in the demonstration area: generates more power; Little Falls Little Falls. Except for the roads in one in Brainerd; one in Little Falls; has nearly as much generating the vicinity of the two anchors, the and one near Royalton. The capacity. Although St. Anthony Falls designated Great River Road is on Mississippi has become not only a has the natural capacity to generate state trunk highways: TH 25, TH 210 working river, but a human artifact. more power than either, it is the and TH 371. only falls on the Upper Mississippi The Demonstration Area begins Resources that can make this claim. in Brainerd at the junction of TH 25 The Mississippi River This capacity to generate energy and TH 210. The National Route The Mississippi River is a notice- is caused by an unusually significant follows the TH 210 or Washington able force in the Mississippi Crossroads fall in elevation. Between Little Elk Street, to East River Road. It continues Demonstration Area. It is no longer Creek near Little Falls and Two on East River Road downstream to subtle. It does not hide in marshes River near Royalton, the river falls eastbound College Drive and east- or in lakes. It travels in a channel on average 6.5 feet per mile for bound Quince Street before it turns and is reasonably large, hundreds twenty-two miles. south onto TH 371. TH 371, also of feet across, as it passes approxi- Between Brainerd and Little known as the Paul Bunyan Highway, mately 50 islands, an unusually Falls are several large tracts of public remains the Great River Road down- high number for a river in Minnesota. land, including Belle Prairie Morrison stream to Little Falls. As the river passes through three County Park, Crow Wing State Park This National Route, which by hydro-electric dam sluice-gates, it and Camp Ripley Military Reservation. following municipal roads that wind demonstrates its raw power. Typically, In these areas, the river is tranquil, through Brainerd closer to the river, these demonstrations of power unmolested by human enterprise. is less direct than the State Route. occur in cities because cities first The river appears wild and scenic The State Route, also arriving from harnessed and continue to utilized rolling quietly through the forested upstream on TH 210, simply turns the energy. Both Brainerd and Little or agricultural countryside. Water south on TH 371 from westbound Falls have dams. Ironically, the largest quality is considered satisfactory for TH 210. The State Route runs totally hydroelectric dam on the Upper fishing and recreation. Efforts to on the east side of the river on Mississippi is the Blanchard Dam improve water quality are underway TH 371 between Brainerd and Little which straddles the river in a com- by reducing agricultural runoff and Falls and on Highway 10 (US Route pletely rural setting about five miles industrial discharges. This part of 10) downstream to Royalton. The from Royalton. the river is known for its good fish- Federal and State Routes are con- These three dams are undiscov- ing. Motorboats can readily navigate current between Little Falls and ered attractions and would compare its waters, although shallow rifles Brainerd because Camp Ripley favorably to other more commonly may have many boaters preferring prohibits access to the river from visited dams in the Twin Cities. The to frequent the pools created by the Westbank between Crow Wing Blanchard dam is huge; the falls at the three dams. State Park and Belle Prairie. Little Falls immense. Both beg com- In Little Falls, the downstream parison with St. Anthony Falls in The Great River Road National Route exits from TH 371 Minneapolis. Blanchard actually Vehicular Transportation on CSAH 76. It enters downtown The designated Little Falls as 4th Street on the National Route city's more retail-oriented east of the Great side. At the junction with TH 27, River Road fol- or Broadway Avenue, the Great River lows the general Road continues west over the river. path of the Turning south, it continues down- river, running stream on CSAH 52 which is also south in one known as Lindbergh Drive. Crossing long shallow Pike Creek, CSAH 52 becomes bow from Morrison County Road 224. The Brainerd to Belle Great River Road continues on The power of the Mississippi River is evident at the hydroelectric dam Prairie, arching CR 224 until the junction with in Little Falls. in reverse to CSAH 26, where the demonstration 7 18 Great River Road Development Study area ends, two miles west of Royalton. Morrison County The Great River Road crosses Road 224 traffic the river only once in this destina- is minimal and tion area, on Broadway Avenue in bicycling is Little Falls. more enjoyable. However, the Bicycle Transportation shoulders are Roads are not strictly for motor- gravel and this ized vehicular transportation. The also tends to Great River Road especially was con- prohibit bicy- ceived to provide a route for recre- cling to only ational bicycling. The original Great experienced Resorts, such as Grand View Lodge, have been attractive to tourists for River Road Design Guidelines, estab- cyclists. generations. lished in 1981, called for a four-foot paved shoulder or an eight-foot off- Transportation System Summary tination areas for generations. A road trail where practical to accom- According to Mn/DOT data all resort industry dominates the lakes modate bicycling. Design standards roads are adequately wide and found in the region. Lately, the devel- have changed significantly since those paved. Shoulders are of various opment of tourist services has moved original guidelines were established. widths and typically not paved on west and north along Highway 371 Currently, a ten-foot shoulder or county and municipal routes. into Baxter. This movement is eight-foot off-road trail is consid- Sidewalks and off-road trails are expected to accelerate when a ered minimal for State-Aid Funded limited to the two anchors. new route for TH 371 will bypass County Road projects. In practice, downtown Brainerd. a ten-foot surface is preferred for Attractions and Services Brainerd and Baxter are in many off-road multi-modal trails also. Various cultural, recreational, ways similar. Both have promoted Except for sidewalks in Brainerd and river attractions and travel ser- strip development adjacent to the and Little Falls (which are meant vices appealing to tourists occur highways carrying tourists to their only for pedestrians), there are no throughout the demonstration area. destinations. Both have a history off-road trails in the Mississippi The discussion of these attractions of being oriented to the region’s Crossroads Demonstration Area. and services is divided into three lakes and the lake-bound tourist. The only designated bicycle route is parts: those attractions and services Although much attention is paid to on Lindbergh Drive from downtown found in the two anchors of the providing travel services to tourists, Little Falls past Lindbergh State demonstration area, Brainerd and little attention is paid to attractions Park and Historic House site to Pike Little Falls, and those found in the associated with the Mississippi River. Creek. This bicycle route, however, rural corridor outside the anchors. Nonetheless, Brainerd does have is exclusively on the roadway, a downtown and the river. Baxter except for a separate bridge over Upstream Anchor has neither. Brainerd has an older Pike Creek. The City of Brainerd is the more varied history than Baxter. On TH 371, the large volume upstream anchor. The quality and This history is primarily associated cars and trucks moving at or over quantity of its cultural, river, and with railroads. Indeed it was the the posted 65 mph, inhibits use by recreational attractions and the railroad that created Brainerd and the bicyclists even though there is four- availability of travel services is Brainerd Lakes Resort phenomenon. lanes and a ten foot paved shoulder critical to the success of this By utilizing the river and its railroad between Belle Prairie and Little demonstration area. Generally, history, Brainerd could distinguish Falls. North of Belle Prairie where recreational attractions and travel itself from its flashier neighbor. the road narrows to two lanes, simi- services are superb but not oriented lar untenable conditions also exist. to the river or the Great River Road. Cultural Resources Although the speed limit is slightly River and cultural attractions are Brainerd has several important lower, 55 mph, traffic volumes are typically underdeveloped. historic sites that it has linked as a still high and dangerously close. Brainerd has been one of heritage trail illustrating the history Downstream from Little Falls on Minnesota’s premier tourist des- of the city. Significant sites include 7 19 Great River Road Development Study The Great River Road Development Study Transportation Resources “Mississippi Crossroads” Brainerd to Little Falls

7 20 Great River Road Development Study historic downtown buildings, the Northern Pacific Shops east of downtown, and an historic residential area surrounding Gregory Park north of downtown. Brainerd has always been an important crossroads, and to this day it is a gateway to the central lakes region. When coming into town on either Highway 371 or 210, a prominent landmark is the historic water tower. Located at the intersection of the two main highways, the tower is roughly in the center of town and currently houses a tourist Gregory Park is a lavish display of the wealth that the railroads created in Brainerd. information center. Built during 1918-1921, the water tower is sig- on the railroads. The shops complex 1917 to take advantage of the nificant because it is an early, and still stands today, retains its original waterpower from the Brainerd dam. perhaps the first, tower to utilize historic feel, testifying to the sig- The current dam was built in 1950, reinforced concrete for water stor- nificance of railroad transportation following the wash out of the origi- age. It is well-lit at night, clearly to the city. nal 1888 timber version, and it his- dominating the sky. To the west of the Northern torically provided power for the city Brainerd was platted in 1871 as Pacific Railroad shops, there is the and for the Northwest Paper Company. the point where the Northern Pacific historic commercial area around Chemical pulp, processed at the Railroad Company would cross the Laurel Avenue in downtown Brainerd. company’s Cloquet plant, was shipped Mississippi River. For many years, the In particular, there is a fine com- to Brainerd where it was combined city served as the switching point mercial block on the north side of with ground-wood pulp to make between Minnesota's two terminal Laurel between Sixth and Seventh newsprint. In addition to its impor- ports, St. Paul and Duluth, and the streets. As with other communities, tance to Brainerd, the plant is sig- mainline running west to the Pacific the presence of the railroads ensured nificant for the introduction of Coast. The Northern Pacific built a the inflow of supplies and materials new, more efficient technology large complex of shops, offices, and necessary to develop the city’s that became the industry standard. storehouses, and by 1880 the com- economy as a local trade center. With revenue generated by the pany employed over 1,000 people The railroad also provided a means railroads, commerce, and milling, in Brainerd. As late as the 1920’s, of shipping out wood products, Brainerd residents developed a com- approximately 90 percent of the which was another mainstay of munity. Gregory Park, which dates families in Brainerd were dependent the Brainerd economy. to the first city plat, was an attrac- Although the tive area for community events and logging industry celebrations. Cut-stone entry gates was beginning and the reaching shade of the pine to decline in and hardwood trees on the property the area by welcome visitors. It is not surprising the 1910’s, that the area around the park was wood products a desirable location for residential remained impor- development. The Gregory Park tant. One of the residential area includes roughly leaders in the a two-block radius around the park industry was the and contains a variety of residential Northwest Paper styles that reflect the city's social The Northern Pacific Railroad Shops are a significant cultural resource Company, which and ethnic heritage. There are also in the Crossroads Destination Area. built a mill in a number of public buildings in 7 21 Great River Road Development Study Brainerd that illustrate community passive recreational pursuits such is the Lum Park Municipal Campground development. As the county seat for as picnicking or strolling through and downstream in Crow Wing State Crow Wing County, Brainerd houses ornamental gardens. Park. Lum Park Campground only a prominent courthouse (1919-1920) Several annual events and cele- allows RV camping. Crow Wing allows that was designed by the Alden and brations occur in Brainerd including both tent and RV camping. Both Harris architectural firm as a classi- an Old Farm Show Days in August, public campgrounds are oriented cally inspired, City Beautiful monu- the Crow Wing County Fair, and the to the river. ment. A block east on Laurel, the Brainerd Taste of the Lakes Festival. Restaurants are also plentiful City Hall (1914) employs classical ele- with varied offerings from standard ments, though much more sparingly River Resources inexpensive fast-food fare to unique than the courthouse. Situated between In downtown Brainerd there is regional cuisine served in expensive the Gregory Park residential area little that has been developed to elegant settings. and downtown, the Carnegie Library attract a tourists to the river. Gas stations and roadside services (1904) was also inspired by classical Upstream from downtown and the are readily available. architecture – a columned portico Potlach Dam, a boat access, fishing There are no public rest areas leads into a central domed space. pier, swimming beach in Lum Park or waysides oriented to the traveler provide good access to the impound- operated in Brainerd along the Great Recreational Resources ment called Rice Lake. Below the River Road. The primary recreational attrac- dam, in addition to the facilities in tions found in Brainerd include the Kiwanis Park, there is a boat landing Downstream Anchor NASCAR Brainerd at Evergreen Little Falls is the Downstream International Landing. Anchor. The quality and quantity of Raceway. NASCAR its cultural, river, and recreational racing is the Transportation attractions and the availability of country's second Resources travel services is critical to the largest spectator Tourist Informa- success of this demonstration area. sport. Thousands tion, housed Generally, the area has many superb of people are inside the city’s cultural and an inviting variety of attracted to signature water river and recreational attractions. Brainerd annu- tower is available Travel services, however, are limited. ally to these at the junction races. Other of TH 210 and Cultural Resources recreational Most tourists that currently visit Brainerd are TH 371. The main historical attraction in attractions coming to relax or be entertained, such as Little Falls is the Lindbergh House, race car enthusiasts at Brainerd International include: Paul Raceway. How can they be induced to see the Commercial lodg- the boyhood home of Charles A. Bunyan Land Mississippi River or travel on the Great River ing is plentiful Lindbergh, Jr. world-renown aviator Amusement Road? and varied from and conservationist. The residence Park, Crow Wing large historic was owned by his strong- willed, County Historical Society Museum, lodges to quaint bed and breakfast pacifistic, and progressively-minded Paul Bunyan Nature Learning Center, inns. Dozens of hotels, inns, and father, Representative Charles A. and the Lakes Area Children's Museum. resorts are listed in brochures pro- Lindbergh, Sr. who represented this Although, the riverfront in duced by the Minnesota Office of area in the United States House Brainerd is bounded by open space, Tourism (MOT). MOT also lists over of Representatives during Wilson’s little of it is developed for recreational ten commercial campgrounds and RV Administration. Run by the use. Kiwanis Park, on the Great River parks available to the tourist in the Minnesota Historical Society, Road at the junction of East River Brainerd vicinity. Most of the com- the Lindbergh House is an out- Road and College Drive is a popular mercial lodging is oriented to lakes, standing public interpretation site park with a carry-in access, picnic not the river, nor the Great River of the Lindbergh family and their tables and a shelter, playground, Road. Reservations during peak contributions to the national and and two fishing piers. Historic tourist seasons are usually necessary. international events that shaped Gregory Park also provides space for The nearest public campground the 20th Century. 7 22 Great River Road Development Study The museum pri- river supplied the primary industry marily provides and the railroads played a support- information on ing role. Little Falls was platted in the general his- 1855, and while small lumber and tory of Little flour mills had previously utilized Falls and Morrison the fall of water at the rapids, it County with an was the construction of a dam and emphasis on the hydroelectric plant in 1888 that led forest industry to rapid growth. Companies using and the genealo- the great generating potential— gy of early set- second in Minnesota only to tlers. The muse- St. Anthony Falls in Minneapolis— The boyhood homestead of Charles Lindbergh, the world-renown um references— flourished. aviator and conservationist, is a major tourist attraction. but does not The Little Falls Hydroelectric accentuate—the Development dam was partially Charles Lindbergh, Jr., according contributions of the Weyerhaeuser constructed in 1888 and finalized to many of his contemporaries, em- family to the development of the during the 1910's. The dam complex bodied the ideal American character: region despite its name. includes channel dams designed brilliantly innovative, doggedly In town, the Northern Pacific by Ralph D. Thomas, a prominent persistent, and scrupulously honest. Railroad Depot, located on the west hydroelectric development designer. Perhaps best known for his feats of bank of the river, is visible from the Although heavily altered through aviation, he also supported techno- Great River Road. The Northern Pacific the years, the dam and power plant logical innovation and conservation routed its mainline through Little are visible from the riverfront. of natural resources. Falls in 1889 connecting factories Lumber magnate Frederick A recent best-selling biography in Little Falls with larger markets, Weyerhaeuser and his associates about Lindbergh is being developed increasing the city's prosperity. The chose Little Falls in 1891 as the into a major motion picture by world- depot's interpretive potential comes site for their Minnesota operations, famous director, Steven Speilberg, not only from its association with including the Pine Tree Lumber according to the manager of the economic expansion but also from Company and the Hennepin Paper historic site. If Speilberg, known for its architect, Cass Gilbert, the archi- Company. They selected Little Falls his fidelity to historical characters, tect who designed the Minnesota because of the hydroelectric power portrays the influence of the Missis- State Capitol. Although a prolific provided by the dam, the storage sippi River and Little Falls had on depot designer, most of Gilbert’s capabilities for logs floated on the shaping young Lindbergh's personality other railroad buildings have been Mississippi River, the city's rail and conservation ideas, this seg- demolished or ment of the Great River Road may dramatically witness a phenomenal increase in altered. The visitation following the release of Shingle Style the movie. depot exhibits Across the road from the historic influences from site is Lindbergh State Park, also Richard Norman part of the father's original estate. Shaw and H. H. The park has many excellent examples Richardson, lead- of rustic style log and stone struc- ing architects of tures constructed by the Works the time. Progress Administration during the Like Great Depression. Brainerd, the Adjacent to the two Lindbergh river and the sites is the Charles A. Weyerhaeuser rails built Little The Northern Pacific Railroad Depot is nicely located on the Mississippi Memorial Museum, home of the Falls; unlike River and would be an excellent location for a kiosk orienting travelers Morrison County Historical Society. Brainerd, the to the Great River Road. 7 23 Great River Road Development Study Recreational Resources Little Falls has several parks that border both sides of the river with parking lots, walking paths, and picnic facilities to accommodate tourists. Except for these passive parks and trails associated with the river, there are few permanent recreational attractions. Several recreational events, however, may be of interest to the tourist including: ➤ The Arts and Crafts Fair and Above: Tourists are already attracted to Antique Auto Show held down- Little Falls as a Fall 1999 “Ride for the Cure” town on the weekend after fundraising event illustrates. Left: The Labor Day. Minnesota Fishing Museum in Little Falls is geared toward teaching children and adults ➤ about one of Minnesota's favorite recreational The Morrison County Fair held sports. annually in late summer in Little Falls. The fairgrounds access, and its location relatively Commercial Historic District includes feature a racetrack and field near the northern pine forests. In 32 buildings that contribute to its for horses. addition, numerous smaller. historic value, 24 of which date to On the east side of the the economic boom that followed ➤ The Great River Arts Association Mississippi, Weyerhaeuser's Pine Tree the railroads and dam building. sponsors exhibits and perfor- Lumber Company Office illustrates the There are eight other buildings in mances throughout the year, importance of the lumber industry the District related to its expansion including Sunday afternoon to Little Falls. While the office following the construction of concerts in Maple Island Park building still stands, the 127-foot regional highways. Together the during the summer. brick smokestack and the almost structures in the Little Falls 100 acres of mill buildings that once Commercial Historic District present ➤ The Heartland Symphony flanked the river and dominated the “a uniform collection of late nine- Orchestra performs throughout view of Little Falls are now gone. The teenth and early twentieth century the year in both Little Falls office building evokes a simplicity commercial buildings which comprises and Brainerd. and efficiency in design, qualities the core of Little Falls’ historic that Weyerhaeuser strove for in the commercial center.” With careful ➤ The Stroia Ballet Company also mill's operation. In addition to the restoration of these buildings, Little offers performances throughout office, the Weyerhaeuser and Musser Falls has the potential to combine the year including the Nutcracker estates, built in 1898, illustrate the commercial opportunities with public Fantasy annually at Christmas. vast fortunes created by the logging interpretation that would be attrac- industry and are exuberant examples tive to heritage tourists. ➤ Little Falls House Concerts, folk of the Colonial Revival Style. Located The Minnesota Fishing Museum musicians performing at a variety at 608 Highland Avenue, the com- has a large and impressive collection of venues, is another artistic bined estate is currently owned by of items related to the historical event that may be of interest the City and serves as the Linden development of inland fishing includ- to specific tourists. Hill Conference and Retreat Center. ing boats, motors, rods, reels, and The Little Falls Commercial tackle. Located in a temporary facil- River Resources Historic District is an excellent ity on TH 27 two blocks west of Observable from LeBourget Park example of how the establishment Lindbergh Drive, it is currently in (named after the French town where and expansion of rail service, com- developing plans for a new museum Lindbergh landed after his record- bined with the river, benefitted building and searching for a new breaking 1927 Trans- Atlantic Flight), local companies. The Little Falls site on the Mississippi River. the Little Falls Dam operated by 7 24 Great River Road Development Study Travel Information Center and Mn/DOT Gas stations and roadside ser- rest area is a jointly operated facility vices are readily available on the on TH 10 is in St. Cloud. There are east side of the river in Little Falls. several municipal parks that serve No travel services are available on as waysides in Little Falls near the the Great River Road after it crosses Great River Road. over to the west side of the river. Commercial lodging is limited to less than a half-dozen establishments The Connecting Corridor according to the MOT listing. This Attractions and services available LeBourget Park in Little Falls was named after includes recent construction which to tourists outside the anchors of the town in France where Lindbergh landed has increased the number of rooms the destination area are essential after his transatlantic flight. It is a favorite spot available to travelers. The increased to promoting travel along the Great for residents and visitors to stroll. capacity has been on the TH 10/ River Road. Without attractions or TH 371 Bypass rather than downtown services adequately sprinkled along Minnesota Power is an amazing exam- Little Falls or the river. As such, the route, tourism would remain ple of the river's power when its these rooms probably serve the long focused only on the anchors. Fortu- sluice gates are open. Tours of the distance traveler rather than someone nately, there are adequate attractions dam are available by arrangement. seeking Little Falls as a destination. outside the anchors in the Mississippi Situated on the west bank of The only existing downtown river- Crossroads Demonstration Area. the river near the Northern Pacific front lodging, an inviting period Travel services, however, are limited depot, Larson Boat Works is a Little architectural piece that had been to a few undeveloped turn-outs. Falls landmark. With 10,000 lakes known for good meals, has been Nonetheless, this lack of travel ser- creating a market, Minnesota is closed for several years and is vices outside the anchors does not home of several boat manufacturers, falling into disrepair. Camping is inhibit tourism. Travel services, if many of which, like Larson Boat accommodated by the DNR at Pike available more readily in Brainerd Works, are owned by the same par- Creek Campsite and Lindbergh and Little Falls, would cover most ent company, Genmar. Genmar is State Park. needs for accommodations and one of the most successful boat The community supports a few food adequately. manufacturers in the nation. Forms modest restaurants downtown. None Cultures have met and exchanged for constructing boats of all sizes are currently oriented to the river produce and ideas for centuries, even are intriguingly stored outside the or offer unusual specialized cuisine. millennia, here, in the Mississippi massive plant. Tours of the manu- Standard, inexpensive fast-food fare Crossroads Demonstration Area. facturing plant are available by is also infrequent on the Great River For thousands of years people have arrangement. Road in Little Falls. been attracted to the rich and varied Both carry-in and boat access resources found ramps are available in this park here, where three below the dam. Above the dam, two biogeographical boat access ramps are situated on regions converge: both riverbanks in North End Park. prairies from River overlooks and trails are avail- the west; boreal able at the Lindbergh Historic Site forests from the and Charles A. Weyerhaeuser north; and decid- Memorial Museum. uous forests from the east. In the Transportation Resources Mississippi Cross- The Little Falls Chamber of Com- roads Demon- merce operates a Travel Information stration Area, Center in the renovated Northern transportation

Pacific train depot designed by Cass The Little Falls Chamber of Commerce operates a Travel Information has always Gilbert. The center is open week-days Center out of this historic train depot designed by Cass Gilbert, the determined only. The nearest MOT operated same architect who designed the Minnesota State Capitol. the location 7 25 Great River Road Development Study of human settlements. 19th Century, one branch of the Crow Wing developed as an outfit- Rivers have been the initial Red River Ox Cart trail crossed ting point for travelers on the Red transportation corridors for every the Mississippi River at Crow Wing. River ox cart trails and by the 1850’s culture that entered the area. The The advancement of the railroad for the growing number of loggers. evidence is ancient. Paleo-Indians destroyed transportation by river With the removal of local tribes to occupied a site near the confluence and ox cart. The decision of the the White Earth Reservation after of the Little Elk River with the Northern Pacific Railroad to cross 1868 and the decision of the Northern Mississippi thousands of years ago. the Mississippi River at Brainerd, Pacific to cross the Mississippi at Other Indians, including the modern rather than at Crow Wing deter- Brainerd, old Crow Wing quickly Dakota and Ojibwe, followed. The mined the fate of both communities. declined and disappeared. Though French occupied the Little Elk River This story of how nature and cul- no buildings remain to tell the story site in the mid-1700’s as part of a tures intertwined to create settle- of Crow Wing, there are many network of fur- trading posts. For ment patterns is interpreted at Crow archaeological sites in the area. the French, this site may have been Wing State Park south of Brainerd. Downstream from Old Crow Wing the furthest west they came with a This state park, just downstream is Fort Ripley Landing. Near the permanent trading post. This site, from Brainerd, has great potential confluence with the Nokasippi River, known as the Little Elk Heritage to illustrate the importance of the this is one of two areas between Preserve is two miles north of Little Mississippi River to early residents, Brainerd and Little Falls where the Falls. Managed by the Institute for and there are a number of interpre- Mississippi River can be seen from Minnesota Archaeology, a private tive markers in the park. The mark- TH 371. However, the river can only organization, the site is available ers include discussions of the trad- be seen from late fall to early spring for inspection by invitation only. ing posts and missions, as well as when leaves are off the trees that The Institute also conducts classes the ghost town, Crow Wing. Located screen the river from the highway. and has performed actual archaeo- at the confluence of the Crow Wing The landing provides an access for logical digs at this location and and Mississippi rivers, the area was a motorboats and an unpaved parking other sites (notably Red Wing.) meeting point for American Indians lot for vehicles. Later the American settlement and fur traders from the late eigh- Just east of TH 371 is an of Crow Wing took advantage of the teenth century through the first intriguing Scientific and Natural confluence of the Crow Wing and the half of the nineteenth. Even as Area, the Ripley Esker. The three- Mississippi rivers. For decades in the the fur trade declined in the 1840’s, mile long esker is a remnant of an stream trapped underneath the ice Left: The Little Elk Heritage Preserve is an of a monstrous glacier. Depositing excellent location for interpreting how peo- sediment as it flowed, the stream ple have lived along the banks of the created a long serpentine hill. The Mississippi River for thousands of years. Minnesota Geographical Survey, in Below: Crow Wing State Park, the site of an abandoned town used by ox-cart drivers, association with Mn/DOT’s Office provides recreational and educational of Environmental Services recently opportunities for tourists. placed an interpretive plague overlooking the eskar. Camp Ripley Military Reservation is adjacent to the Great River Road but not its entrance which is on TH 115. The camp houses the Minnesota Military Museum, an extensive collection of artifacts associated with the original Fort Ripley and Minnesota's involvement in our nation's military. Displays depict the evolution of the combat gear from settlement through the Civil War, the World Wars, Korea and 7 26 Great River Road Development Study Above: The Ripley Esker is an example of not only an interesting geological formation but a little-noticed program of the Minnesota Department of Natural Resources—the Scientific and Natural Areas program which preserves unique wildernesses throughout Viet Nam Conflicts, to Desert Storm. the state. This esker was interpreted with Camp Ripley Military Reservation is funding from Mn/DOT. Left: Camp Ripley is the second oldest military reserva- used by National Guard troops from throughout the nation. Orienting service personnel to tion in the state after Fort Snelling the Mississippi River and the Great River Military Reservation. It is the Road may induce them to return with their largest training facility in National families on vacation. Guard Units in the country. Unique and interesting stonework marks the entrance to the reservation. Although, intriguing pedestrian crossing and typically not open to the public, fantastic views of the river and dam. the 53,000 acre camp preserves the An undeveloped turnout has been pre-settlement ecology of the region created primarily through use by quite well and may be of interest people fishing, picnicking, and gen- to visiting soldiers. A deer-hunt for erally exploring. disabled veterans is held annually at the camp. The Big Story Belle Prairie County Park is a There are several stories in the large park for day uses. It has a Mississippi Crossroads Demonstration extensive picnic facilities, a play- Area that vie for the attention of ground, motorboat access, swinging tourists: benches with wonderful views of the ➤ The fascinating history of the river, and drinking water. No camping glacially-formed landscape. is allowed. Near the park, it is possible to get glimpses of river when ➤ The unusual dominance of trees have lost their leaves. islands in the river. The Blanchard Dam, the largest hydroelectric dam on the Upper ➤ The unique confluence of three Mississippi, is operated by Minnesota Three photos from top to bottom: Belle major North American biomes: Prairie County Park provides many day-use Power. Located south of Little Falls, the eastern deciduous woodlands, facilities. The Blanchard Dam is the second the dam creates a massive pool the northern boreal forests, and largest dam on the Mississippi River after the upstream. Minnesota Power maintains the western prairies. dam at St. Anthony Falls in Minneapolis. a boat landing on the east bank of Converting this abandoned railroad trestle the pool. Sport fishing is superb. ➤ The evolution of transportation into a non-vehicular bridge would provide an interesting path for tourists wanting to bicycle An abandoned high railroad corridors. or walk along the river in the Crossroads trestle, a few hundred feet down- 7 Demonstration Area. stream from the dam, provides an ➤ The history of human settlement. 27 Great River Road Development Study Can these stories be woven As a demonstration area, the regulated by the organizer's agenda. into a single overarching story that Mississippi Crossroads has many sim- Indeed, organizers pick this venue tourists would find interesting? By ilarities with and attracts some of because they realize business rela- focusing on human use of the river the same tourists, particularly tionships and business frequently and how technology has changed Explorers and Pilgrims found in occurs outside meeting rooms on this use, it seems possible to create a the Mississippi Headwaters Demon- courts and links. They want to single theme for organizing tourism. stration Area and the Spectators ensure adequate time is allocated The Big Story is that this demon- which dominate the Mississippi for meeting and playing together. stration area is a crossroads: a geo- Gorge Demonstration Area. However, Free time, when available, is logical crossroads where glaciers the primary attribute that differen- typically at the beginning and end stopped and created moraines, out- tiates the Mississippi Crossroads of the conference. Even the time wash plains, eskers, and hundreds Demonstration Area from the other allowed for spouses of attendees to of lakes as they retreated; a topo- demonstration areas, is its catering enjoy the area or recreational facili- graphic crossroads where after 300 to Players. ties can be regimented by the orga- miles of meandering through lakes Those resources that support nizers. Therefore, to attract tourists and marshes, the river is finally Players, such as fishing, golfing, to the Mississippi River and the Great defined by a continuous channel bicycling, and hunting dominate River Road, it will be essential to and dotted with nearly 50 islands; the area. Spectators are enthralled promote the river to meeting hosts a biological crossroads where three with the Brainerd International and organizers. distinct biomes converge; an historic Speedway. While Loungers appreciate crossroads for water transportation, being pampered in countless resorts. Self-Structured and Other Styles a place where many streams and Nonetheless, the Mississippi Cross- There are many private family rivers converged and people, for roads Demonstration Area can diversify cabins, resorts, and hotels that cater thousands of years, did too; a cross- its image even more by aggressively to individual and families. Some roads for changing patterns of land incorporating those resources that resorts and hotels that offer confer- transportation, a place where ox would appeal to the Explorer and ence facilities also attract signifi- carts forded the Mississippi and even the Pilgrim. Many of these cant self-structured clientele. The railroads and highways constructed resources, such as the Minnesota resorts and hotels are very popular bridges; and a place where societies Military Museum and the Lindbergh and typically require an advance decided to change their relationship home are associated with the river, reservation of several weeks, if not with transportation and therefore, not the lakes which currently bring months in popular seasons, prior the river, and thus modify their most of the tourists who come to play. to arriving. settlement patterns. Lindbergh State Park and Crow Although this concept of cross- Tourists Styles Wing State Park offer tent and RV roads is multi-faceted, the pivotal Most tourists visiting the camping, typically a self-structured idea is that this is a place where Mississippi Crossroads Destination travel style. The campgrounds are items, properties, attributes, and Area are either on a semi-structured typically full only on weekends, ideas converge. or self-structured vacation. Some even in the summer. Campers may visit the area on a completely struc- reserve camping sites and most do The Tourist tured tour. Given the need for reser- on popular days. To reduce costs, Motivation vations at most accommodations, the Department of Natural Resources The type of tourist that has relatively few are thought to visit has limited camping in Lindbergh been traditionally attracted to the the area in an unstructured manner, State Park to the period between Crossroads Demonstration Area is unless they are visiting as Guests. Memorial Day and Labor Day. the Player, Lounger, and Spectator. Since accommodations are diffi- The area does attract some Semi-Structured Style cult to get without a reservation Accumulators, Explorers and Many tourists visiting resorts reason, most tourists have reserva- Pilgrims. Guests to cabins and are in a semi-structured event. Many tions and have therefore provided homes of family and friends are a arrive for conferences and other their own structure to their own significant addition to the tourism business meetings. Time devoted to trips. Nonetheless, the Mississippi 7 base. business and playing is frequently Crossroads Destination Area is has 28 Great River Road Development Study a significant population base and it Attracting Players and viding them with appropriate tourist is also within a two hour drive of Spectators to the Mississippi River information about the Mississippi the Twin Cities. This permits and the Great River Road is daunting River and the Great River Road. unstructured day tours by Guests, but not impossible. To attract Players Players, and Explorers. and Loungers, the river and road Marketing Summary The self-structured and unstruc- must be positioned as a welcomed The primary target market are tured tourists have elected to see diversion from the recreational pur- the self-structured or semi-struc- the Crossroads Demonstration them- suits and the relaxed atmosphere tured Players, Loungers, and selves. Nonetheless, unless they are found on the lakes and in the Spectators looking for a diversion staying in one of the State Parks or resorts. The easiest Player to trans- from their standard routines. The partaking in a day trip that brings fer from lakes to the river may be benefit to these tourists, is an them to an attraction located on people who are here to fish. Sport expansion of their recreational the river, they are unlikely to fishing is particularly good in this opportunities. The benefit to the engage the Mississippi River or segment of the river. Loungers resort owners, where the Players the Great River Road. might be induced to visit the river and Loungers are currently staying, and the road by effectively promoting is an enhanced location with a Geographic and Modal cultural events, like riverfront orches- wider range of recreational opportu- Characteristics tra concerts. Inducing Players and nities to offer visitors. The major Tourists arrive mostly from the Loungers to visit the river may only attractions to Players is the excel- Twin Cities and other Minnesotan be possible if adequate opportunities lent sport fishing available on the cities by automobile. Wisconsin and to recreate and relax next to the river. The recreational opportunities, Illinois also provide visitors. The river are developed. particularly hiking and bicycling, tourist typically arrives by automo- Defining the river and road as a found in riverfront parks, especially bile and can orient themselves at scenic drive may sufficiently attract in Crow Wing and Lindbergh State the Tourist Information Centers in Players, Loungers, and Spectators to Parks, would also be of interest to Brainerd or Little Falls. Some, an the Mississippi River and the Great Players. Of interest to Loungers and increasing number, arrive by airplane. River Road. Spectators, especially Spectators would be the scenic Airports exist in both Brainerd and those who are car buffs and NASCAR drive, cultural events and celebra- Little Falls, although only Brainerd enthusiasts, may find driving the tions in Brainerd and Little Falls, has scheduled commercial flights. Great River Road and frequenting and selected historic sites, particu- Several flights with reasonable other river oriented attractions and larly the Lindbergh Home. Players fares fly in and out of the Brainerd services an enjoyable introduction may find the Minnesota Fishing Airport daily to the Twin Cities. For or conclusion to the racing event. Museum in Little Falls intriguing. approximately an additional $40.00 By introducing Players, Loungers, round-trip a person can connect and Spectators to the Great River Capital Improvements through MSP to Brainerd from any of Road and the Mississippi River, it Capital improvements should Northwest Airlines hundreds of flights may induce them into becoming first be oriented to establishing the daily into the Twin Cities from all Explorers or even Accumulators for Mississippi River and the Great River over the world. Rental cars and taxi a few hours. Road as a destination for Players, services are available at the airport. Secondary markets, include the Loungers, and Spectators. First by unstructured Guest visiting a friend’s supporting diversionary travel by The Target Market or relative's private cabin or a Twin Players, Loungers, and Spectators The primary tourists that Cities resident out on a day trip that structure their own itinerary; would be naturally attracted to the being an Explorer, Player, or Pilgrim. followed by promoting travel by Mississippi Crossroads Destination Area A speculative third market, structured groups. By following a would be a self-structured or semi- could be developed which would strategy of accommodating Players, structured Player or Lounger staying promote the fly/drive semi-struc- Loungers, and Spectators, the at a resort, hotel, or campground and tured model of bringing Players to Mississippi River and the Great River arriving by automobile. Another pri- the Crossroads Destination Area, Road would become more noticeable mary tourist would be the Spectator rent them a car, accommodating to the local residents. Since a signif- at the speedway’s NASCAR races. them in a lakeside resort but pro- icant amount of tourism in the area 7 29 Great River Road Development Study is derived from Guests, making resi- Route, TH 210 and TH 371. From engineering standards, or if dents more aware of the river and an Anchor Kiosk at the Tourist perceived as necessary by road should increase unstructured Information Center at the lan tourists. tours of the Great River Road and mark Water Tower, direct its associated attractions by Guests. tourists to the river. ➤ Signify the importance of Suggested capital improvements Brainerd and Little Falls to the to enhance the tourist experience ➤ De-designate the National Route Great River Road traveler by include several that are associated on TH 371 south of TH 115. creating appropriate gateway with the highway and could be Designate TH 115 past the Camp monuments. implemented by state and county Ripley as the Great River Road transportation agencies with assis- National Route to Morrison ➤ Work with MOT and the cities of tance from other governmental County Road 213. Follow Brainerd and Little Falls to add agencies as necessary: Morrison CR 213 to West River Great River Road Anchor Kiosks ➤ Add distinctive mileage markers Road in Little Falls. Follow West at the Water Tower and Depot to enhance route identity and River Road downstream to Tourist Information Centers. Use improve wayfinding. Mileage TH 27, or Broadway Street, these kiosks to orient travelers markers would clearly identify which is the existing Great to all of the other features that the route, reducing traveler River Road. These segments of can be seen off of the Great anxiety. It would visually inte- TH 115, Morrison County Road 213, River Road spine, highlighting grate the road, attractions, and and West River Road have supe- especially those attractions and services into a tourist- oriented rior views of the river than the services in the individual anchor. system. Mileage markers would existing National Route on facilitate the development of TH 371. Designate these seg- ➤ Standardize and improve signs private-sector authored tourist ments as the National Route. to existing rest areas and future guides, including interpretative attractions along the route, maps, guidebooks, and audio ➤ To accommodate bicycling, especially Fort Ripley Landing. tours. Public and private attrac- improve sidewalks and on-road tions and services could trails on TH 210 and TH 371 in ➤ Add rest area facilities and describe their location using a Brainerd. South of Brainerd generally improve Fort Ripley mileage marker. By benefitting create an off-road trail parallel Landing by creating views of the attractions and services the use to TH 371. Add 6- or 8-foot river from TH 371, adding a of the system would be assured paved shoulders to TH 115 and paved parking lot, a well and and awareness of the Great Morrison County Road 213 to hand pump, bike racks, a picnic River Road as a destination accommodate bicycling between table and small shelter, interpre- would be enhanced. TH 115 and West River Road. tative markers, and signs identi- Create an off-road trail on West fying the landing as a rest area. ➤ Install Great River Road route River Road to TH 27. Improve and directional makers at every sidewalks and on-road trail on Capital improvement projects junction with a state trunk TH 27. Create off- road or for public recreational facilities are highway and county roads with improve on-road trail on generally outside the jurisdiction of over 5,000 ADT. In particular, Lindbergh Drive. Add, where Mn/DOT to fund but deserve consider- add or improve directional signs necessary, 6- or 8-foot paved ation as projects that would enhance on TH 25, TH 210, TH 371, shoulders on Morrison County the experience of the Great River TH 27, and any county road CSAH 52 south of Little Falls to Road tourist. As recreational projects with over 5,000 ADT, informing accommodate bicycling. near highways, joint-development drivers of the junction with agreements between Mn/DOT and Great River Road. ➤ Add gateway sign to Crow Wing the provider may be a practical way State Park on TH 371. Improve to reduce construction costs. It is ➤ Re-designate the National Route turning-movement safety from not uncommon for parking lots, for in Brainerd to run concurrently TH 371 at park entrance, if ne instance, to be paved at a signifi- with the less confusing State essary to conform with traffic cant savings when an adjacent road- 7 30 Great River Road Development Study way is being paved. Typically these Capital improvement projects Projects to improve cultural projects are funded by those federal, related to interpreting or preserving resource attractions have been dis- state, and local agencies charged cultural resources are typically not cussed by the community and would with providing recreational facilities. funded by Mn/DOT unless a trans- be of benefit to tourists but probably Such projects include: portation function can be identified. would not be eligible for funding ➤ Add standard graphic symbols Several projects that would enhance from Mn/DOT include: for recreational facilities to the tourist's understanding of cul- ➤ Developing the Little Elk existing brown information tural resources have been proposed Archaeological Site as an inter- signs that are used to direct by the community. Projects that pretive site open for tourists. traffic to various attractions. may include an association with For example, add symbols indi- transportation include: Several projects that would be cating that tent camping, RV ➤ The renovation and adaptive utilized primarily by residents but and trailer camping, hiking, reuse of the Northern Pacific would improve the experience of and boat launching are available Railroad Shops. tourists could be incorporated into at Crow Wing State Park to a general strategy to enhance the directional sign on TH 371. ➤ Expand existing heritage walking attractiveness of the community to tour in Brainerd, by expanding tourists. Typically none of these ➤ To avoid disappointing tourists, the number of markers, empha- projects would receive financial sup- post notice of closures (season sizing the community's "cross- port from Mn/DOT but could receive or days of the week) on the roads" themes, especially those verbal support as important additions brown information signs that themes related to recreation, to Great River Road tourist facilities. direct tourists to attractions if the river, and the railroad. Tie These projects include: the attraction is not open daily the heritage walking tour into ➤ The joint development of shared throughout the year. the Great River Road Anchor at parking, contact stations, trails, Brainerd's Water Tower Tourist and interpretive facilities for Information Center. Lindbergh State Park and the ➤ Evaluate with managing agencies Lindbergh House State Historic and improve, as necessary, the ➤ Develop and install interpretive Site. access to the river by canoes markers as part of a similar and boats. Accesses to be heritage walking tour for Little ➤ The development of an outdoor evaluated include those in Falls. Tie this heritage walking amphitheater near the water- Brainerd (Lum Park, Evergreen tour into the Great River Road front in downtown Brainerd Landing, and the canoe access Anchor at the Little Falls’ Depot and in downtown Little Falls. in Kiwanis Park), Crow Wing Tourist Information Center. State Park, Fletcher Creek ➤ Improve parking for Crow Wing Landing, Belle Prairie County ➤ Create, possibly with Crow Wing County Museum. Park, Little Falls Dam, LeBourget State Park, and interpretive Park in Little Falls, Pike Creek program that discusses how the ➤ Induce commercial development Landing, and the Minnesota evolution of transportation of the riverfront, especially Power Landing at the Blanchard effects settlement patterns, restaurants and accommodations Pool. Working with managing explaining how Old Crow Wing that overlook the river. agencies, evaluate the need to was originally dependent on locate and create a new carry-in river trade, then the ox cart Promotional Strategies access downstream from the trade; Brainerd on the railroad; Strategies for enhancing the Blanchard Dam. Baxter on the car. experience of the Great River Road tourist could involve altering man- ➤ Improve docks and docking ➤ Develop and improve overlooks agement or promotion of attractions facilities in the pools above of the three hydroelectric dams and services in the Mississippi the Brainerd, Little Falls, and as part of an interpretive pro- Headwaters Demonstration Area. Blanchard dams for both docking gram for how the dams harness These strategies could be imple- boats and for fishing. the river’s energy. mented by Federal, State, Local 7 31 Great River Road Development Study governmental authorities or private ➤ Developing (or encouraging the at local resorts, inns, and hotels associations. private development of) canoe or a meal from a local restaurant. Several strategies could be and bicycle rental and retrieval implemented by state agencies. services between the two state ➤ Creating a Great River Road Those that could be implemented by parks. Mississippi Crossroads Mn/DOT include: Destination Area map for public ➤ Verifying the existence and ➤ Distributing Great River Road distribution through agencies adequate condition of Great Mississippi Crossroads map and private venues throughout River Road route, directional, illustrating the Mississippi the region. This would include and mileage makers each Crossroads Destination Area to Tourist Information Centers, spring prior to Memorial Day tourists at the two state parks. state parks, regional bicycle and the beginning of the shops, lodging accommodations, tourist season. Those strategies that could be and car rental agencies at the developed by the Minnesota Office Brainerd Airport. Those strategies that could be of Tourism (MOT) include: implemented by DNR and MHS include: ➤ Exploit nationally and interna- Several strategies could be imple- ➤ Selling discounted daily or tionally the publicity that will mented by the cities of Brainerd or weekly passes at resorts for follow the movie about Little Falls or their tourism promotion trips to Lindbergh and Crow Lindbergh by stressing his or business organizations: Wing state parks and the connections to Little Falls ➤ Promote use of winter visitation Lindbergh House Historic Site. and the Mississippi River. on local snow mobile trails This would give the resort owners highlighting attractions along another local attraction to ➤ Developing with Northwest the river that remain open in include in their vacation packages Airlines ways to increase pas- the winter. and the DNR and MHS extra senger traffic between the Twin revenue. Cities Airport (MSP) and the ➤ Promote the archaeological digs Brainerd Airport. at Elk River as a "camp" for ➤ Jointly (DNR and MHS) manage Explorers. parking services to increase ➤ Promote Little Falls as a desti- visitation by group-structured nation for private aviators ➤ Discuss creating a tradition of and self-structured tourists of interested in Charles Lindbergh. acting historic plays in an ou Lindbergh State Park and door amphitheater on the Lindbergh House Historic Site. ➤ Study the feasibility of developing Mississippi river. Commission or Promote bus parking with tour ly/drive options between MSP use existing plays about histori- bus operators. and Brainerd. cal figures, such as James J. Hill, Weyerhaeuser, and Charles ➤ Establish discounted MHS tickets Those strategies that could be Lindbergh to stage stories about for campers; discounted camping implemented jointly by Mn/DOT, local history and the Mississippi with MHS ticket. DNR, MOT, and others include: River. These could be a rotating ➤ Develop a discounted single annual performances that ➤ Cross promote other local ticket for all of the museums in become widely known and attractions at Lindbergh State Little Falls that would admit attract many people. Park and Lindbergh House people into the various venues Historic Site. for a single price. Try to include ➤ Use this outdoor amphitheater, the Lindbergh House Historical adjacent to the lake or river for ➤ If popular, consider adding more Site, Lindbergh State Park, local dance, theater, and music cabins to campground. Charles A. Weyerhaeuser productions. Memorial Museum, and the ➤ Promoting bicycling on the Minnesota Fishing Museum. ➤ Expand promotion of Brainerd’s Great River Road between Crow Consider selling the tickets with heritage walking trail; Create Wing and Lindbergh state parks. a purchase of accommodations one in Little Falls. 7 32 Great River Road Development Study ➤ Use local accommodations and As the economy of the region located their town on the lower and restaurants to promote local has changed so has the relationship upper landings, which was as far as tourist attractions, such as a the two cities have had with the steamboats could travel. Further using illustrative standard Mississippi River been altered. Today upstream large rocks, remnants of restaurant placemap. it is primarily recreational oriented. an ancient waterfall that had by Nonetheless, the Mississippi is still then migrated upstream, littered ➤ Develop and promote annual a working river and many industrial the river and made passage diffi- conferences about Lindbergh, activities still occur on its banks. cult. Upstream, Minneapolis waited Weyerhaeuser, the Mississippi patiently for the railroad to emerge River or other Great River Road Resources as the major transportation mode. topics for discussion at the The Mississippi River Nonetheless, its development was Linden Hill Conference and The gorge is a remarkable land- also deeply connected to the Retreat Center in Little Falls. form. It is the only high narrow Mississippi River and the power channel bounded by cliffs on both sequestered in St. Anthony Falls. Mississippi Gorge sides on the entire length of the Demonstration Area 2,348 mile river. It is picturesque The Great River Road any time of the year: soft shades Vehicular Transportation Geographic Description of green, yellow, and even red, as The designated Federal Route The Mississippi Gorge Demon- vegetation buds out in the spring, of the Great River Road follows the stration Area is located in the heart become a verdant wall in summer, river closely, staying primarily on of Hennepin and Ramsey Counties changing into a virtual Trix bowl local municipal streets and county encompassing the Cities of Minneapolis of color in the autumn, and turning roads. Occasionally, it uses a trunk and St. Paul. The downtown river- into a surreal black and white pho- highway such as the Mendota Bridge fronts of the two cities anchor the tograph of silhouetted tree trunks and TH 55. Three Interstate Highways Demonstration Area. Between the made crisp and clean in a wonder- are used in the Twin Cities:, I-494 downtowns, the Great River Road land of winter snow and ice. is used to cross the Mississippi as it hugs the river, rarely more than a The cliffs have made the river enter Minneapolis; I-35E as it enters block away and frequently only less accessible from the residential St. Paul from Mendota; and I-494 separated by vegetation and terrain. areas of the city. Logically, it was just before it leaves the Capitol City. The anchors are the original commer- where the river was approachable The Great River Road in cial heart of not only these cities but that the original cities developed Minneapolis starts on Marshall of the metropolitan region as a whole. and the commercial cores remain. Avenue near the Minneapolis Water Indeed, Minneapolis and St. Paul In St. Paul, the city that devel- Works and winds its way primarily are a gateway to the whole state. oped first, the original settlers on the Minneapolis Parkway system Minneapolis-St. Paul International Airport (MSP) is a primary conduit for tourists entering the state. It is important to recognize that the marketing the Mississippi Gorge or even more generally, Mississippi National River and Recreation Area (MNRRA) as a desirable destination, is not only important for developing the Twin Cities tourist market but it is critical to the success of marketing the Mississippi River and Great River Road throughout the state. The Twin Cities will be the initial con- St. Anthony Falls, named by Father Louis Hennepin in the 17th Century, has been a major landmark on the Mississippi River ever since people populated the region. It is the largest waterfall tact many tourists will have of the on the Mississippi and is the reason Minneapolis was established. The waterfall represents the Mississippi River and the Great River second highest amount of energy that any waterfall is capable of generating in North America. 7 Road in Minnesota. Only Niagara Falls is capable of generating more power. 33 Great River Road Development Study

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d . 197 35E 36 12 2 10 Road Route Proposed Great River Road Route Existing Great River Junction Anchor County Route State Route U.S. Route Interstate Route 61 61 eeomn Study Development RAMSEY CO. WASHINGTON CO. 34 7 through downtown, past St. Anthony established. Falls, on to the Grand Rounds National Currently, a ten- Scenic Byway to Minnehaha Park foot shoulder or where in meets TH 55 near Ft. eight-foot off- Snelling. Crossing over the Mendota road trail is con- Bridge, the road follows the river sidered minimal downstream to I-35E where it crosses for State-Aid into St. Paul and on to Sheppard Funded County Road. By the lower landing, Sheppard Road projects. Road becomes Warner Road and the In practice, a Great River Road continues to TH 61. ten-foot surface It follows TH 61 south to west I-494 is preferred for where it crosses the river again and off-road multi- transverses through West St. Paul modal trails also. Mill Ruins, on the site of the original home of General Mills, and slated and Inver Grove Heights. In Minnea- to become an interpretive and visitor center, will be a key component in The Great River Road crosses the polis and St. Paul, attracting tourists to Minneapolis’ riverfront. river five times in this destination an extensive, area, on I-694, on the Broadway although not complete, bicycle and and speed render them unsafe Bridge, on the Mendota Bridge, pedestrian trail parallels the Great except for the most experienced on I- 35E, and on I-494. River Road. Shoulders exist on most riders. The use of Interstate Highways other routes but traffic volumes and poses a particular problem for bicy- Bicycle Transportation speeds may discourage all but the cle and pedestrian traffic. Where the Roads are not strictly for motor- most experienced cyclists. Missing Great River Road in on Interstate ized vehicular transportation. The segments include Marshall Avenue Highways, bicycle and pedestrian Great River Road especially was con- in Northeast Minneapolis, TH 61 in traffic is prohibited and usually it ceived to provide a route for recre- St. Paul, add bike map and Concord has not been accommodated for ational bicycling. The original Great in West St. Paul. There are not any with constructing parallel trails. River Road Design Guidelines, estab- trail facilities on the bridges on lished in 1981, called for a four-foot I-35E and I-494. A separate trail Attractions and Services paved shoulder or an eight- foot bridge does parallel the Recreational and cultural off-road trail where practical to I- 694 bridge. attractions abound by the hundreds accommodate bicycling. Design throughout the demonstration area. standards have changed significantly Transportation System Summary The discussion is divided into three since those original guidelines were According to Mn/DOT data, parts:, the Minneapolis Anchor, the all roads are St. Paul Anchor, and the Connecting adequately wide Corridor between and beyond the and paved. anchors. However, the Minneapolis Upstream Anchor parkway roads Although, Minneapolis empha- with 11-foot sizes the historic aspects of the lanes are one riverfront, particularly downtown, foot narrower historic exploration is not the only than is typical activity that occurs along the river. on the Great Residents and tourists alike enjoy River Road. relaxing, playing, or being enter- Trails and shoul- tained along the riverfront. ders are generally

Trails currently exist throughout much of the Metropolitan area. theoretically Cultural Resources Completing the trails and connecting them to the larger MNRRA adequate but A good place to start touring Destination Area would improve recreational opportunities. traffic volumes historic buildings in Minneapolis is 7 35 Great River Road Development Study The Great River Road Development Study Transportation Resources “Mississippi Gorge” Minneapolis to St. Paul

7 36 Great River Road Development Study waste without dependable means of transporting the goods to Eastern and Midwestern markets. The rail lines and barges carried these goods north to Lake Superior for transport to Canada, the eastern United States, and markets abroad or south to St. Louis, New Orleans, or other major ports. Along with other sites, the Great Northern Stone Arch Bridge and the Milwaukee Road Depot illustrate the role of the railroads. The Milwaukee Depot is currently being redeveloped and will include public historical interpretation. The Minneapolis Brewing Company Top: Global companies, such as Pillsbury, (Grain Belt) is significant as a prop- started by utilizing the inherent power of the erty that illustrates the importance Mississippi River. Left: The first bridge over of the agricultural product processing the Mississippi was a suspension bridge in the same location as this modern structure. industry in Minneapolis and the The interpretive panel explains the original impact of German immigrants on structure. the agricultural industry of the state. Founded in 1890 following the St. Anthony Falls area. With process” flour milling was developed, the merger of four Minneapolis public interpretation at the planned which allowed the hard wheat grown breweries run by German immigrants, Mill Ruins Park and the heritage trail in western Minnesota and the the Minneapolis Brewing and Malting as well as numerous historic buildings Dakotas to be milled into a pure Company grew to be one of the of national, state and local signifi- white flour. The water power provided largest breweries in the Midwest by cance, this area provides a great by St. Anthony Falls created jobs, the early part of the twentieth cen- amenity for explorers. electrical power, some of the world’s tury. Prohibition caused the brewery Holding the unique distinction finest flour, and two multinational to turn to soft drink production and of the only major waterfalls on the corporations – Pillsbury and General eventually to close until Repeal in Mississippi River, St. Anthony Falls Mills. While many of the mill com- 1933. By the 1950s, the sales of has been a focal point for human plexes were demolished following Grain Belt beer brought the company settlement for generations. The power the shift of the milling industry back to its pre-Prohibition sales. of the falls combined with a unique to cities like Chicago and Buffalo, The Minneapolis Brewing Company geology that permitted the easy the power of St. Anthony Falls and closed its doors in 1975. Although construction of tail races, made it the remaining structures of the now vacant, the German and especially desirable for industrial Washburn Crosby mills and the Richardsonian Romanesque brewery development. Beginning with the con- Pillsbury mills echo the area's pre- buildings convey the heritage and struction of the Falls of St. Anthony dominance as the milling center of tradition of beer making in the Dam in 1858, the falls became “the the Midwest. The well-developed Midwest. The Grain Belt sign has country’s greatest waterpower indus- interpretive program that exists for become an icon for the historic trial district...[and] the country’s the dam and the industrial complexes industrial development of Minneapolis’ leading flour milling center” by the that grew around it add an impor- riverfront. Another important group turn of the century. Although the tant and informative element to of historic buildings in Minneapolis primary use was initially for saw the Great River Road corridor. is the warehouse district. This his- mills, by the 1870s, most lumber Transportation was also impor- toric area illustrates Minneapolis’ operations had moved upstream, tant to St. Anthony Falls. The flour, early commercial development of and flour milling predominated. beer, and other goods manufactured the mid-nineteenth century as well At the Falls of St. Anthony the “new near the falls would have gone to as the city's development as a major 7 37 Great River Road Development Study wholesale center during the late provide excellent nineteenth and early twentieth recreational, his- centuries. Not only did Minneapolis toric, and scenic draw in and process agricultural opportunities produce from the Upper Midwest, for the tourist. the city was a distribution center Grand Rounds for manufactured goods from the provides a scenic east to rural areas to the west. parkway for the Thus, the warehouse district could tourist in a vehi- compliment nicely the interpretive cle, bicycling, or efforts at St. Anthony Falls. walking along As Minnesota’s largest city, the the river. A clas- history of the community develop- sic nineteenth ment of Minneapolis is complex. century designed Immigrants from all parts of the landscape, it globe have come to Minneapolis to Things are rapidly changing on the riverfront. Within twelve months of was redesigned carve out a life from the resources this picture being taken the North Star Blankets building has been con- by InterDesign, verted into housing. One of the first buildings to be renovated on the and opportunities available in this river is now the Hyatt. Note the earlier versions of interpretive markers. a innovative city. One area in particular that design firm exemplifies community development headed by in Minneapolis is the Milwaukee designed by prominent landscape architect, Dewey Thorbeck, graphic Avenue Historic District. Located architects Morell and Nichols, retains designer, Peter Seitz, and landscape between St. Anthony Falls and Fort a central open space at the campus architect, Roger Martin in the mid- Snelling, this neighborhood repre- that is closely linked to the river. 1970s. The architectural, graphic, sents the earliest controlled housing Furthermore, the mall is lined with and landscape architectural design development in Minneapolis. Platted classically inspired buildings designed features were coordinated to create and designed in 1883, the housing by the prolific Minnesota architect an invitingly harmonious design, was mainly occupied by Scandinavian Clarence Johnston, Sr. including the signature red pave- workers from the nearby industrial The development of the Mill ment, wide concrete curbs, brown plants or by common trade craftsmen, Ruins Park or the redevelopment of square sign and light posts, and such as carpenters, blacksmiths, the Grain Belt Brewery site would rustic park amenities. and buttermakers. provide an excellent location for The park on Boom Island features Minnesota recognized the need developing the Upstream Anchor riverboat tours, boat and canoe for an institution of higher learning Kiosk. Mill Ruins Park may be pre- launches, fishing, hiking, and for its residents and, after a few ferred because the discussion of how picnicking. Central Mississippi initial setbacks, the University of Minneapolis has employed the river Riverfront Regional Park features Minnesota was founded in 1867. The will be discussed at this location. boat and canoe launches, fishing, University of Minnesota Old Campus Moreover, the Minnesota Historical hiking, bicycling, a heritage trail, Historic District illustrates develop- Society’s plans for a interpretive and picnicking. St. Anthony Falls ment of the campus during the nine- center include a visitor information itself is interpreted by a guided teenth century, including buildings facility. tours and a self-guided heritage for the arts, law, medicine, education, trail. The Gorge Regional Park is and nursing. The buildings were Recreational and River Resources primarily a linear experience for constructed in architectural styles According the National Park drivers, hikers, and bicyclists with ranging from Queen Anne to Richard- Service the Mississippi River is a scattered stops for scenic overlooks, sonian Romanesque to Jacobethan recreational river of national caliber. picnicking, and exploring. Revival. Campus design during the Minneapolis boasts a continuous park The Minneapolis Aquatennial, early twentieth century is illustrated and parkway from Boom Island to Independence Day, and even an in the Northrup Mall area. Originally Minnehaha Regional Park. These annual New Year’s Eve Celebration planned by Cass Gilbert to overlook parklands are part of the Grand occur on the riverfront attracting the Mississippi River, the mall, as Rounds National Scenic Byway and thousands of people. 7 38 Great River Road Development Study Probably the premier recreational home is located in the park. The There have been discussions attraction is Minnehaha Regional stream running through the park about placing a sports stadium Park where Minnehaha Falls graces and several adjacent streets were either for the Minnesota Twins, the landscape. Several ethnic cele- named after Longfellow’s “Song of Vikings, or both on the riverfront. brations occur in the park, notably Hiawatha.”) Later the “fashionable Many excursion boats travel through a large Scandinavian Festival. tour” always placed the splendid the Gorge each year. The University The park has extensive trails to falls on their lists of stops. Now of Minnesota has traditionally been explore the interesting geology of surrounded by a large city park, home to the Mississippi Showboat, a the falls and glen. A playground, Minnehaha Falls continues to draw summer theater on a boat anchored a large refractory, a band stand, a people for recreational activities. in the river next to the University. heritage walk, and overlooks provide One potential attraction for The Showboat, however, is scheduled ample recreational opportunities. players and spectators would be to move to St. Paul and Harriet Island Early travelers, including Zebulon the proposed white water park being Regional Park in the year 2000. Pike, sought Minnehaha Falls. The contemplated by various interests The Minneapolis Park Board park is now in the Minnehaha His- and agencies. The park would utilize in cooperation with the Minnesota toric District, encompassing not an abandoned aqueduct to create a Historical Society is developing Mill only the falls and glen, but also the white water run for kayakers and Ruins Park. The park will have the Victorian “Princess” Station, the other daredevils. The costs and bene- ability to orient tourists to the Greek Revival style John H. Stevens fits of such a proposal are currently Grand Rounds National Scenic house (important for its role in being examined. Excellent viewing Byway and thus Great River Road as early Minnesota government events), from the Stone Arch Bridge and along well as Minneapolis, the upstream and the Longfellow House. (Longfellow Main Street would undoubtably be anchor of the Mississippi Gorge and other 19th century transcen- attractive to tourists. Demonstration Area. dentalists inspired the park's original designers. A replica of Longfellow’s Tourist Services Downstream Anchor Although the Gorge Destination Like Minneapolis, the river in Area is primarily a park, there are St. Paul is bounded by parks inter- several restaurants, shops, and other spersed with industrial development, entertainment outlets that line particularly near downtown. As the Main Street in Old St. Anthony, historical head of navigation, the across the river from downtown. St. Paul riverfront is known for its The downtown side also has dozens wealth of cultural resources related of establishments devoted to shop- to earlier commercial activities. ping and entertainment but most Although, the riverfront is still are oriented introspectively, not home to commercial enterprises, to the river. it has recently been transformed by Nonetheless, it an effort to enhance the recreational is the downtown opportunities. side of the river where hotels like Cultural Resources the Hyatt and Several residences illustrate the Nicollet Island impact that important individuals Inn which by had on the development of St. Paul. occupying old As Minnesota Territorial governor, industrial build- mayor of St. Paul, and as an early ings with views governor of the state, Alexander of the Mississippi Ramsey’s impact on the development Top: Commercial attractions and community events abound along that a tourist of St. Paul and Minnesota was exten- Main Street in old St. Anthony. Guided and Self-Guided Historical would feel the sive. The Alexander Ramsey House Walking Tours of the Mill District are increasingly popular. Above: Minnehaha Falls is a beautifully poetic falls in a wonderfully designed presence of connects the modern-day visitor park that provides a relaxed and entertaining time for visitors. the river. with one of the most influential 7 39 Great River Road Development Study men of Minnesota’s early history. Right: Paul Manship’s statue, A The geographic isolation of the boy and his dog, graces a small Historic Hill neighborhood above park on Summit Avenue. Although not commonly known, Manship, a the industrial and business oriented St. Paul native, has very highly re- portions of St. Paul and the largely garded art. (One of his most famous undeveloped, open spaces made the statue, Prometheus is on display in area a prime focus for residential Rockefeller Plaza in New York and development during the late nine- is seen nightly during the introduction of The David Letterman Show.) teenth century. As transportation and access continued to improve during the late nineteenth and early twentieth centuries, more diversi- Left: Formal parks fication in the ethnic, social, and like Irvine Park con- economic status of the Historic Hill nect modern tourists residents occurred. One of the first to the propriety of 19th Century America. major expansions off the Historic Hill area was West Summit Avenue. Developed mainly between 1885 and 1938, the West Summit Avenue Historic District is “the largest unbroken avenue of Colonial Revival and Classical Revival-style architect- kets in the Midwest and Pacific opment, its range of Victorian archi- designed houses in the Twin Cities” regions. Both the Hill House and the tectural styles, its range of housing The eastern end of Summit Avenue nearby Burbank-Livingston-Griggs types from workers’ cottages to housed many wealthy and influential House were restored using Great grand mansions. Due to the diver- individuals, including F. Scott River Road funds. sity of its built environment, the Fitzgerald, who wrote short stories The former Schmidt Brewery, Uppertown area presents numerous and his first published novel, This currently operated by the Minnesota interpretive possibilities. Side of Paradise, at his parents’ Brewing Company, illustrates the The civic properties associated house at 559 Summit Avenue. agricultural processing industries with this theme in St. Paul include Important not only for residential that developed in St. Paul. Founded the Rice Park Historic District, the structures, the West Summit Avenue as the Stahlman Brewery in 1855, Horace Irvine House, and the State Historic District also includes the plant was acquired by Jacob Capital. Rice Park played an impor- schools, colleges, and churches that Schmidt in the 1890s, who rebuilt tant role in the community develop- serviced the residents of St. Paul. the plant to resemble a Bavarian ment of St. Paul. It was designated St. Paul also presents a unique castle with crenelated towers and originally as a public square in the property related to the railroad por- arched windows. Other portions of 1849 plat of Henry M. Rice and tion of this theme - the James J. the brewery are in the moderne John R. Irvine. The original basic Hill house. Hill is known as “one of style and illustrate the post- public square has been redesigned the great railroad builders in the Prohibition expansion during over the last 150 years, including American West and one of the lead- the 1930s. dramatic make-overs in 1898 as part ing financiers of the nineteenth Another significant residential of the “City Beautiful” movement century.” Hill purchased his first area of St. Paul is encompassed in and in the 1965 addition of a railroad in 1878 (the St. Paul and the Uppertown area, including the stepped, concrete bowl and statue. Pacific Railroad) and, along with his Irvine Park Historic District. The area around it has been devel- subsequent railroad purchases, Developed during the mid to late oped with office buildings, a library formed the Great Northern Railway nineteenth century, this area and a hotel. Although the layout of Company. Hill is known for his wise extends southwest from downtown the park has evolved with landscape management style and fiscal conser- between West Seventh Street and design trends, Rice Park continues vatism in running his business, and the river. The area is notable for its its 150-year tradition as a popular for his leadership in expanding mar- examples of early residential devel- St. Paul tourist destination. The last 7 40 Great River Road Development Study properties associated with this 1970s, the efforts of Norman Mears Harriet Island Pavilion, a Moderne theme for St. Paul are the State and the Lowertown Redevelopment Style structure constructed by the Capital and the Horace Irvine House. Corporation paved the way for WPA in 1941 is considered “an The Irvine House, an English Tudor Lowertown’s revitalization and important visual component in mansion constructed for the St. Paul redevelopment the public landscape of the City attorney and lumberman, was dedi- The properties associated with of St. Paul.” cated to the State of Minnesota in the Community Development theme The revitalized park will include 1965. Following renovations, the for St. Paul can be broken into three facilities for recreation and entertain- house was allocated for use as main categories: residential, civic, ment. It is anticipated that many the governor’s mansion. The State and religious. The religious category outdoor festivals will occur on Capital building holds significance is represented by the St. Paul Harriet Island. The Mississippi on many levels. The structure was Cathedral. The cathedral complex, Showboat is relocating to the park. designed by the famous St. Paul built over a roughly twenty-five Excursion “paddlewheelers” will architect Cass Gilbert, who executed year period, was the brainchild continue to be docked. A unique the capital in the Classic Revival of Minnesota's Archbishop John floating restaurant and B&B are also style and included the world's Ireland. Ireland helped select anchored next to the park. Fishing, largest self-supporting marble dome Emmanuel L. Masqueray to design boat launching are permitted. as a primary feature. Housing the the new cathedral. Drawing heavy state legislature and governor's inspiration from St. Peter’s Cathedral office, the building is associated in Rome, Masqueray incorporated Lower Left: A park adjacent to Kellogg with the decisions and directions of Byzantine, Greek, and Gothic archi- Boulevard in downtown St. Paul provides the state government. Finally, the tectural elements into the cathedral. excellent views of the river. Below: The dynamic forms of commercial architecture Capital symbolizes the beliefs and Looming over the capital mall and and the vibrancy of the downtown St. Paul ideals of Minnesota’s public and allows downtown area, the Cathedral of and Minneapolis create an irresistible attrac- for a tangible representation of our St. Paul fulfilled Ireland's dream of tion for tourists ideas of democracy and freedom. being a symbol of "the strength and St. Paul’s industrial heritage is solidity of Catholicism in the Upper directly related to the presence of Midwest" Chapels dedicated to the well-developed railroad tracks, patron saints of Minnesota's ethnic accessible water routes, and good groups are located next to each other road conditions. St. Paul’s history within the structure illustrating eth- as a commercial center is embodied nic diversity united in Catholicism. in the Lowertown Historic District. Extending to Jackson Street, the River and Recreational Resources district borders the Mississippi Harriet Island is located on the River and surrounds Smith Park. western bank of St. Paul and has Lowertown was platted at one of served as a recreational center for St. Paul’s two steamboat landings most of the twentieth century. It is in 1851 by Norman Kittson, and it undergoing extensive renovation quickly grew into the city's main and will soon become the region’s warehouse and jobbing center. As premier river- the railroads came to St. Paul in the oriented urban 1860s and 1870s, they were naturally park. While most attracted to the established com- of the structures mercial area. As a result of the from the park’s transportation connections, four early days have and five story brick warehouses and been demol- factories, designed by architects ished, the park such as Cass Gilbert and J. Walter still retains the Stevens, came to line the streets feel of a recre- of Lowertown. During the 1960s and ational area. The 7 41 Great River Road Development Study Like its sister across the river, The Connecting Corridor State of Minnesota. Mendota served St. Paul’s Mississippi Gorge Regional This area illustrates Minnesota’s as a central location for the exchange Park provides beautiful views of the history during the early nineteenth of furs for trade goods, a traveler’s river from trails and parkways. It is century, and it contains the oldest stop, and was even considered as a a popular destination for residents standing buildings and structures in location for the state capital. seeking relaxation and exercise. the state. In particular, Fort Snelling Fort Snelling State Park provides Indian Mounds Park overlooks and the Sibley House are historic abundant opportunities for the the Mississippi River from a high sites with strong interpretive tourist especially recreation related bluff providing panoramic views programs run by the Minnesota to understanding nature. The park of downtown St. Paul and the river. Historical Society. is located in a river bottom forest The park contains six prehistoric inhabited by countless animals. burial mounds constructed over Cultural Resources Hiking, cross-country skiing, bicy- 2,000 years ago. Strategically located at the cling, swimming, fishing and bird There are two marinas in St. Paul, confluence of the Minnesota and watching are favorite pastimes. A the St. Paul Yacht Club on Harriet Mississippi rivers, Fort Snelling new visitor and interpretive center Island and the Watergate Marina served as the first U.S. military out- orient visitors to the park. A new across the river from Ft. Snelling. post in the area, both as a supply monument to the 1862 War between The Children's Museum, the depot and an Army training facility. the United States and the Dakota Science Museum, the Museum of During the 1820s and 1830s, the is under construction on the site American Art provide entertainment fort, along with Grand Portage on where the Dakota were hung and and the opportunity to explore in Lake Superior, was the focal point interned as prisoners after the war. downtown St. Paul. The Ordway of Euro-American activity in the Music Theater provides a world-class region. While some of the buildings The Tourist venue for classical and other music. associated with Fort Snelling’s early Motivation The Fitzgerald Theater is home to history have been demolished, it The type of tourists that have the Prairie Home Companion Radio still contains numerous historic been traditionally attracted to the Show which attracts a national buildings and has an active interpre- Mississippi Metropolitan Gorge audience. The new NHL hockey tation program. As a witness to the Demonstration Area are Spectators team, the Minnesota Wild, will state's history from the 1820s to the and Accumulators. The area also be housed next to RiverCentre, present, the fort is now a popular attracts some Loungers, Players, St. Paul’s convention center. tourist destination for those interest- Explorers, Pilgrims and many Guests. There are nearly 6000 hotel ed in the story of Minnesota’s past. As a demonstration area, the rooms in the Twin Cities with the Across the Minnesota River Mississippi Gorge has many similari- plurality being in Bloomington near on the Mississippi is the Mendota ties with and attracts some of the the airport and the Mall of America. Historic District. This district, which same tourists as the other demon- includes the Sibley and Faribault stration areas. But a large and Transportation Resources houses from the 1830s, was an early attractive metropolitan area, it also Most of the Great River Road fur trade center and provides excel- offers the capability of attracting is on parkway. However, the use lent interpretation for the contact tourists corresponding to all seven of of I-35E as the connection between period in Minnesota. The confluence the standard motivations. Explorers, Minneapolis and St. Paul via Mendota of the Minnesota and Mississippi Loungers, Players, Spectators, complicates the use of the Great Rivers at Mendota area attracted Accumulators, Pilgrims, and Guests River Road by non-vehicular traffic. American Indians, early explorers, are all present in large numbers. The The downstream Anchor Kiosk and fur traders. Fur Trade agent primary attribute that differentiating should be developed in conjunction Henry H. Sibley arrived in Mendota the Mississippi Metropolitan Gorge with the new Science Museum of in 1835 and began a long career as Demonstration Area from the other Minnesota which will face the a Minnesota entrepreneur and politi- demonstration areas, is its unsur- Mississippi River. The museum cian. Named first congressional rep- passed ability to cater to Spectators will feature displays on the resentative from the Minnesota and Accumulators. Resources that ecology and human use of the Territory, Sibley was elected as the support Spectators and Accumulators— Mississippi River. first governor of the newly formed such as stadiums, department stores, 7 42 Great River Road Development Study hotels, and restaurants—are plentiful neighborhoods. They could stroll Spectators in a variety of price ranges. Spectators or bicycle along the many riverside Spectators are coveted through- can be entertained by sporting or trails. Be pampered by local paddle- out the destination area. Spectators artistic events. Accumulators can wheel cruises or enjoy an extended include those who visit to see pro- be satiated by goods ranging from ramble on the one of the “Queen” fessional sports such as the Twins, locally produced boutique items riverboats. Visiting the area's many Vikings, Wolves, or Wild. The Univer- and rare international merchandise museums would also be relaxing to sity of Minnesota sports teams, state to common everyday products and many tourists. high school champions games, and necessities. Small art galleries, com- even minor league sports attract munity theater and minor league Players spectators. Spectators also come to teams exist next to world class The opportunity for urban see the many art and entertainment museums, international theatrical fishing, kayaking, boating, golfing venues that the Twin Cities have to productions, and world-series are here. The Twin Cities Marathon offer from the Guthrie to the Jungle winning teams. is an event that exposes many Theater and the Walker and Weisman Few of these attractions, tourists to the beauty of the to small art galleries. Eating is par- however, are associated with the Mississippi Gorge. The potential ticularly important to spectators river. The primary attractions located development of a whitewater and the Twin Cities offers some along the river are historic venues. facility at St. Anthony Falls would superb dining opportunities right Restaurants, some theater, and be attractive to players. Players on the river. The restaurants on Main in St. Paul, ‘a convention center, would also enjoy the recreational Street in Minneapolis are excellent science museum, and sport arena opportunities represented by the in attracting tourists. Festivals occur are in close proximity to the river. extensive riverside trail system and throughout the year and throughout Both cities have extensive park over 17,000 acres of parks that line the community. Several are located on land next to the waterfront. the river in the Twin Cities. Bicycling the river, typically in riverside parks. Recently, in downtown Minneapolis in particular could be an activity The Showboat brings spectators to office buildings and residential that would attract many players river every summer to watch plays. housing have been increasingly to the Mississippi Gorge. oriented to the river. Pilgrims Explorers Depending on the interests of a Guests The extensive opportunities to particular pilgrim, the Twin Cities Specifically Guests would be interpret nature represented by the offer several sites that could be interested in the downtown anchors parks and open space would be valued by tourist. The history buff, and other landmark attractions attractive to explorers interested in for example, would be well-pleased, including, the Mall of America, nature. The exploration of historic especially if they were interested in St. Anthony Falls, the Stone Arch and archaeological sites would also industrial archaeology, the creation Bridge, Ft. Snelling, locks and dams, be of interest. Exploring historic of the modern corporation, early Grain Belt Brewery, Minnehaha Falls. architecture or ethnic neighbor- explorations, military history, or They would also be intrigued by the hoods would be places that explor- the history and culture of American great vistas from Cherokee Bluffs, ers would venture. Witnessing the Indians. The University of Minnesota Indian Mounds Park, the Stone Arch raw power and beauty of the river, and other learning institutions Bridge, Boom Island, and other sites as seen in several locations in the attract pilgrims as do conventions along the gorge. The would be enter- gorge, particularly at St. Anthony in both cities. Religious institutions tained by the distinctive riverside Falls and the other six waterfalls and buildings also generate signifi- eateries, riverboat excursions, and that discharge into the Mississippi cant amounts of pilgrims from the numerous family attractions like, River), would also inviting to explor- Billy Graham Evangelistic Association the Science Museum, Bell Museum, ers. To foster exploration, the National to the Basilica of St. Mary and the and the Children's Museum. Park Service has introduced the St. Paul Cathedral. Mississippi Passport which rewards Loungers people for discovering the natural Accumulators loungers would enjoy the luxury and cultural resources associated The Twin Cities is the regional hotels and quaint B&B’s in riverside with the river. shopping center for those who like 7 43 Great River Road Development Study to purchase goods and services. The Self-Structured Twin Cities would potentially be the world's largest enclosed mall, the and Unstructured Styles Mississippi River and the Great River Mall of America in Bloomington is Self-structured and Unstructured Road clientele. Many already visit only miles from the Great River visitors faces a wealth of things to river-oriented destinations. The Road. Its Underwater World is a see and do in the Mississippi Gorge largest return on a promotional major attraction that connects visi- Demonstration Area. The challenge investment, however, would be to tors to the Mississippi River by will be to convey the Great River focus on the Structured Accumulator describing the ecology of the river. Road and the Mississippi River as and Spectator. They have come to Neighborhood shopping districts like a cohesive set of experiences to the Twin Cities to see it and are Grand Avenue, art galleries in the visitors who bumble into part of it prepared to spend money. The focus Minneapolis' warehouse district and or consult guides and other infor- would be to alert these tourists to in St. Paul's Lowertown attract accu- mation sources when designing enjoyable riverfront locations which mulators specifically interested in their itineraries. would extend their stay or hasten art. Antiques and other speciality Mall of America shoppers repre- their return. merchandisers are scattered sent an important subset of tourists throughout the corridor. visiting the Twin Cities region. Once Capital Improvements again, the challenge entails getting More so than any of the other Tourist Styles them out of the Mall and into the areas, the Mississippi Metropolitan Tourists visiting the Mississippi region. Resources include the Explore Gorge Demonstration Area caters to Metropolitan Gorge Destination Area Minnesota shop, where materials pedestrians and cyclists rather than can be on structured, self-structured, should reveal to megamall patrons motorized traffic. Its compact size, semi-structured or unstructured visits. how close they are to the River, existing riverfront trails, and limited All styles are equally viable in the and group tour packagers seeking space for parking and/or pull-offs Twin Cities. to gain competitive advantage by all combine to make recreation more offering a product that combines desirable than pleasure driving along Structured and shopping and cultural activities. this section of the Great River Road. Semi-Structured Styles Since activities in this Demonstration Many tourists visit the Twin Cities Geographic and Modal Area are aimed primarily at Spectators on business or for business conven- Characteristics and Accumulators, more must be tions. The structured conventions Thousands of tourists arrive done to provide access from the frequently create opportunities for daily from all over the world in the Mississippi River to existing and people to see the river including Twin Cities by car, plane, train, and planned entertainment and shop- excursion boat rides, riverfront bicycle. Midwestern cities predomi- ping destinations in and between meeting rooms, or riverside hotels nate but with the Mall of America Minneapolis and St. Paul. In light and restaurants. Structured and a significant portion from Asia and of the existing nature of the urban Semi-Structured tourists typically Europe also find the Twin Cities a riverfront, capital improvements have free time that they can spend destination. Rental cars, shuttles, undertaken in this Demonstration sightseeing and “doing-the-town.” buses, and taxi services are available Area must respond to the need Many arrive for conferences and at the airport. Tourists frequently for enhanced linkages between the other business meetings. use rubber-wheeled trolleys and river and the cities. Ideas include: Free time, when available, is buses to sight-see. ➤ Link all existing riverfront trail often at the beginning, end, or An out-of-state tourist arriving systems together and unifying during the evening of the confer- by car typically comes by Interstate them with signage referencing ence or meeting. Even spouses of and finds the Tourist Information the Great River Road and the attendees are frequently directed to Centers on I-94 and I-35W useful. Gorge demonstration area a slate of activities by the organiz- A Tourist Information Center is also ers. Therefore, to attract tourists to staffed at the MSP International ➤ Provide interpretive signs along the Mississippi River and the Great Airport. the trail system River Road, it will be essential to promote the river to meeting hosts Target Markets ➤ Create a Great River Road pres- and organizers. Almost all tourists visiting the ence at the Visitors Center to be 7 44 Great River Road Development Study incorporated into the St. Anthony principally by several interstate ities geared toward increasing Falls Heritage Zone caliber roadways rather than visitation to the Mississippi Gorge by the Mississippi River. Demonstration Area need to draw ➤ Promote the Great River Road to upon the Twin Cities role as the residents by creating affiliated ➤ these roadways are largely fea- gateway to Minnesota and the recreational events, e.g., a run tureless and do little to illustrate region's potential to direct visitors for fun between the cities how the cities are linked or the to the rest of the Great River Road role the Mississippi River played communities. Ideas include: ➤ Designate and sign parking area in their evolution and their ➤ Establish a presence at the history. Explore Minnesota USA store ➤ Anchor the Great River Road at the Mall of America Experience with visitor informa- ➤ both communities are making tion centers at Mill Ruins State strides in enhancing their ➤ Approach Northwest Orient Historic Site in Minneapolis and waterfronts, but it is still a about featuring the Great River the Science Museum in St. Paul work in progress. Word has not Road in its in-flight magazine which will be the riverfront yet reached Twin Cities residents and entertainment video. destinations most likely to that there are new and exciting attract visitation independent things to do along the Mississippi ➤ Work with the State Travel of Great River Road promotion Office and two CVBs to establish efforts. The Great River Road’s alignment an identity for the Great River along the Mississippi River offers an Road with group travel operators ➤ Focus interpretation on how the alternative link between the two by participating in missions and Mississippi relates to Minneapolis cities that knits them together both trade shows, for example, the and St. Paul, incorporating such physically and thematically. It imposes American Bus Association’s existing assets as: Sculling, art a system for experiencing the Twin annual convention, PowWow, etc. museum, Grand Rounds Scenic Cities as an integrated destination Byway, Hiawatha legend featuring two clusters of organized ➤ Enhance linkages with MNRRA inspired parks, and Fort Snelling. attractions and services. and elevate the National Park The Great River Road makes the Service’s profile to capture the region more attractive as a destina- value of its imprimatur and Promotional Strategies tion because it creates critical mass, offset its inability to market; The Gorge Demonstration Area simply by making known and inter- offers a wealth of things to see and preting the themes and resources ➤ Create a Great River Road-oriented do. At the moment several obstacles that connect them and assigning day tour for people accompanying to enhancing visitation to the Twin them an evocative and accurate others attending conventions in Cities need to be addressed, including: name: the Mississippi Gorge. the Twin Cities; ➤ the Twin Cities' appeal as a Moreover, it creates a means of leisure destination and partic- marketing the Twin Cities together; ➤ Work with the area’s professional ularly its relationship to the currently, each City has its own sports teams to create Great Mississippi River remains below Convention and Visitors Bureau, River Road days, e.g., promo- the radar of the many business although the Explore Minnesota tional opportunities incorporated visitors, Mall of America shop- web site addresses the Twin Cities into sporting events. pers and pass-through travelers as a region. Other regional initiatives bound for other parts of the are emerging, including the recent ➤ Provide special events geared State. creation of a one-price joint ticket towards concierges at Twin providing admission to ten area Cities hotels. ➤ regional residents, who control museums which can be used in Guests’ itineraries, view conjunction with a $3/day unlimited ➤ Identify area charities and work Minneapolis and St. Paul as use transit pass to facilitate getting to create benefit events around functionally and culturally around the Twin Cities. the Great River Road, e.g., 7 separate cities, connected Marketing and promotions activ- festivals and sports events. 45 Great River Road Development Study Marketing the Mississippi Gorge It would follow Smith Avenue across “Hiawatha Valley,” it includes should be aimed at promising a the High Bridge, crossing the Missis- communities in Goodhue, Wabasha, quality experience without over- sippi River into St. Paul once more. and Winona counties, including the selling, which creates a risk that It would follow Smith Avenue to rivertowns of Red Wing, Frontenac, visitors will be disappointed and, West 7th Street (Fort Road) to Lake City, Kellogg, Wabasha, and hence, alienated. It should be geared Chestnut Street. Turning toward the Winona. The Mississippi River is primarily to structured and semi- river on Chestnut Street, the Great much wider in this portion of the structured groups; with self struc- River Road would go by Irvine Park Great River Road, acquiring the tured and unstructured groups, with and the new Science Museum of broad width that people who are an additional focus on rental car, Minnesota. It would follow Chestnut more acquainted with the river airlines, hotels, CVBs and meeting Street to Shepard Road where it outside Minnesota would recognize. organizers would reconnect with the existing In the Mississippi Bluffs Demon- designated National Route. stration Area, however, the valley Route Modifications Downstream it would follow the is more defined than it is further To improve the use of the road- existing designated route through downstream. Here it is distinctive, way by vehicular and non-vehicular the Mississippi Gorge Demonstration bounded by bluffs rising up almost tourists, it is necessary that the Area. However, other routing immediately from the water’s edge existing route of the Great River problems do occur in the MNRRA with compact rivertowns nestled Road be modified in the Mississippi Destination Area that should be on terraces between the river and Gorge Demonstration Area. Traveling examined by the local stewardship the bluff. downstream, no changes are neces- organization. In particular, the In this demonstration area, sary from Boom Island to Minnehaha existing National Route uses Inter- there is a balance between the Park. From Minnehaha Park, it is states 694 and 494 to cross the natural and cultural environments. suggested that the Great River Road Mississippi River. This is especially It is a major attraction for outdoor cross the Mississippi River on the troublesome for bicycle and pedes- recreationists and home to extensive Ford Bridge rather than continue trian use. It is suggested that public land holdings, including the to TH 55 on Godfrey Parkway. alternative routes be found. The Upper Mississippi Federal Wildlife The Ford Bridge supplies one of Camden Bridge appears to be a likely and Fish Refuge, the Richard J. the best views of the river and the candidate for an I-694 substitute. Dorer Memorial Hardwood Forest, gorge. It visually explains the geo- For I-494, it is recommended that and two river-oriented state parks, graphic and historic divide between consideration be given to the Frontenac and Great River Bluffs. the two cities. It connects Minneapolis recently abandoned combination Fishing, boating, hunting, camping and St. Paul directly, which to a rail and road swing bridge that are all pursued in earnest by tourist is logical. It also gives the connects 66th Street East in Inver tourists from Iowa, Wisconsin, tourist the ability to see that the Grove Heights with 3rd Avenue Illinois, and of course, Minnesota. Twin Cities is composed of vibrant in St. Paul Park. By utilizing this The rivertowns are vibrant com- neighborhood and neighborhoods bridge, non-vehicular traffic would mercial centers and major tourist shopping districts, like Highland be accommodated and an important attractions. Although the railroads Park in St. Paul. historic resource would be preserved. and the highway have long provided After crossing the Ford Bridge transportation for the valley’s com- into St. Paul, it is recommended Mississippi Bluffs munities, their early dependence that the Great River Road follow on river transportation remains Mississippi River Boulevard to TH 5 Demonstration Area apparent. Tourism is now a major (Fort Road) where it would again Location and General contributor to the vitality of the cross the Mississippi to access Description region. Except in Red Wing and Historic Fort Snelling. After crossing The Mississippi Bluffs Demon- Winona, the economies of the river- the river, the Great River Road stration Area extends along the towns had been traditionally domi- would immediately exit on to TH 55 Great River Road between its two nated by the regional agricultural and the Mendota Bridge, following community anchors, Red Wing economy. Tourism has increased the currently designated National and Winona, on US Highway 61. the diversity of local economies and 7 Route until it reaches Smith Avenue. Commonly referred to as the increased significantly the variety of 46 Great River Road Development Study businesses. Lodging, restaurants, northern Congressmen who wanted occur on the river between Red and recreational attractions have a deeper channel and a series of Wing and Winona: Lock and Dam 4, dramatically increased in recent locks and dams to provide predictable near Alma, Wisconsin; Lock and decades, providing residents and water transportation. Coupled with Dam 5, adjacent to John Latsch tourists with broader opportunities the need to generate jobs during State Wayside Park, and Lock and to enjoy the region. the Great Depression, the system Dam 5A near Winona. of Locks and Dams operated today The present riverine habitat is Resources by the Army Corps of Engineers was the result of the extensive modifica- The Mississippi River developed during the early 1930’s. tions to the river by the Army Corps The Upper Mississippi River The working river re-emerged. of Engineers who maintain the navi- downstream from St. Paul is a work- Today, the river towns are still gational channel with its system ing river. Although, commercial primarily oriented to the highway as of dams, locks and wing dams. The barge traffic may be less than the a way of transporting people, goods, primary change to habitat has been Lower Mississippi, it still is respon- and services. Nonetheless, the river the decrease in cyclic wetlands— sible for the transport of millions has taken on a new meaning as an wetlands that dry out in summer of tons of commodities annually. It icon of community identity and a and fall, and become flooded in is bulk cargo that gets transported wonderful recreational opportunity. spring. The water level is more today—coal, gravel, lime, grain. The The Mississippi River downstream consistent now, although spring transfer of passenger and general from Red Wing flows in a wide valley flooding is still a major ecological merchandise to rail and road bounded by dramatically high bluffs. event. Despite this ecological occurred during the past 150 years. Here the river is virtually a lake or change, the river, particularly The demise of the river as a lost in a bundle of rivulets com- its backwaters, are home to large conduit of people and goods occurred posed of a main channel, many populations of wildlife. approximately 20 years after the backwaters, and countless islands. This segment of the Mississippi Civil War. The river was a less pre- The bluffs on both sides of the River that forms the border between dictable way to conduct commerce. river are impressive. Father Louis Minnesota and Wisconsin is a major Passengers and merchandise moved Hennepin, passing through south- route for migratory birds including first to rail and then to the road- eastern Minnesota in 1683, claimed species that are of interest to way. The nature of the riverfront that the river “runs between two hunters and wildlife watchers communities reflect this transfer. chains of mountains.” To the such as ducks, geese, swans, hawks, Most wholesale districts are oriented uninitiated it is a fair description. and eagles. It is estimated by the to the railroad; retail to the highway. Actually the valley is a result of Minnesota Department of Natural The river was used primarily as a erosion. The river is simply lower Resources that there are 285 species way to dispose of waste. than the surrounding countryside. of birds in this demonstration It was not until the interests The valley is much wider than the area—sixty percent of all species of northern farmers (who had been river and formed not by the relatively found in the contiguous United unable to overcame the opposition tame modern stream that exists States. Fifty mammals are found of railroad magnates like James J. today but by a glacially fed torrent between Hastings and Iowa, according Hill) were linked with the interests that cut the valley out of stone at to the DNR. Many have commercial of communities in the Lower Missis- the close of previous ice-ages. or sporting value, including deer, sippi, that Congress voted to con- The river runs 64 miles between beaver, and muskrat. There are 23 struct a series of dams on the river. Red Wing and Winona, from River species of reptiles and 13 amphib- Northern farmers wanted to increase Mile 726 to 790, as measured by the ians. There are 113 species of fish competition for railroads by creating Army Corps of Engineers. It has little downstream from St. Anthony Falls. a water route to markets. The rail- change in elevation, approximately The falls inhibits migration of fish. roads managed to convince Congress dropping only 6 feet in 50 miles Upstream of the falls, only half the not to support such improvements from Frontenac to Winona, the most species of fish exist. Unfortunately, until a string of floods devastated gentle gradient found in Minnesota. the presence of contaminants limits the south. Southern Congressmen, The elevation is controlled by a series the suggested ingestion of fish who now wanted dams constructed of dams operated by the Army Corps taken from this stretch of the for flood control, found allies in of Engineers. Three locks and dams Mississippi River. 7 47 Great River Road Development Study 63 No. 3 Dam Lake Pepin

58 Frontenac PIERCE CO. Red Wing State PEPIN CO. Park Frontenac M

i s s . 61 is . si O CO ppi C GOODHUE CO. IN R ALO iver P WABASHA CO. F Wisconsin E F P U Lake City B

Lake Pepin 61 Wabasha

BU WA F B F 60 A A No. 4 Minnesota S L H O Dam A C O C . Kellogg O . 42

35E Interstate Route 61 WABASHA CO. 2 U.S. Route WINONA CO. Great River Road 197 State Route No. 5 Dam 12 County Route No. 5A 248 Dam Upper Mississippi River Federal Wildlife and Fish Anchor 43 Refuge Headquarters

Great River 14 Winona eeomn Study Development Road Route 0 1.5 3 6 Miles North 43

Mississippi Bluffs Demonstration Area 48 7 Wildlife is an important tourist The Great River Road and County Roads 5 and 7 back to attraction. Fishing, hunting, and The National Route of the Great US 61 and Frontenac. One, connects observing wildlife is an activity that River Road crosses over to Wisconsin Wabasha to Kellogg by following TH 60 many people enjoy throughout the near Hastings, Minnesota. Only the to the Zumbro River and back to US 61 year. There is commercial harvest- State Route continues on the Minne- on County Road 81. Between Kellogg ing of fish in the Mississippi Bluffs sota side of the river downstream and Weaver an alternative route Demonstration Area, including carp, from Hastings. The State Route follows Country Roads 18 and 84. buffalo, and catfish. Freshwater follows US Highway 61 without Another meanders from Weaver mussels (clams) are also being com- deviation through the Mississippi to Beaver, Elba, and Rollingstone mercially harvested. Once an impor- Bluffs Demonstration Area. (Because before returning to US Highway 61. tant commercial commodity neces- there is no National Route on the Still another explores County Road sary for button manufacturing, the Minnesota side of the river, through- 23 to Stockton and The Arches harvesting of freshwater mussels out the rest of this narrative about before returning to Winona on US declined with the advent of synthetic the Mississippi Bluff Demonstration Highway 14. There are three other buttons. Recently, the harvesting Area, reference to the Great River designated spurs between Winona of mussels has been revived. Mussel Road will be synonymous with the and the Iowa border. shells are sold as a commodity to “Great River Road—State Route.”) The Minnesota side of the Japan’s cultured pearl industry. The road is a major trunk high- Great River Road is viewed with (Fragments of the shells are a way, serving as an important north- some consternation by local residents necessary ingredient for inducing south commercial corridor. Between who consider the four-lane roadway the development of pearls.) Observing Red Wing and Wabasha it is a two-lane downstream of Wabasha as evidence commercial fishing and clamming highway with paved shoulders, typi- that the roadway is primarily a operations may be of interest to cally. Between Wabasha and Winona trunk highway not a tourist route. many tourists. it is a four-lane highway typically Compared to the Wisconsin side of The river, especially Lake Pepin with paved shoulders. In Red Wing, the river, the Minnesota route has between Red Wing and Lake City, is Lake City, Wabasha, and Winona it considerably more traffic, especially a preferred destination for water is a four-lane highway. It travels more heavy commercial traffic. recreationists. Sailboats, power- through the commercial core of the Mn/DOT has recently identified US 61 boats, yachts, fishing boats, sail communities of Red Wing and Lake as needing to be reconstructed into boards, and personal watercraft City as a four-lane road with paved a four-lane facility between Red share the expansive water. Canoeists shoulders. In downtown Red Wing Wing and Lake City. Local residents and small watercraft are warned to and Lake City, parallel parking have indicated a concern that the stay near the shore or in backwaters occurs on both sides of the street. roadway not compromise the attrac- to avoid the dangerous wakes of In Wabasha and Winona the Great tiveness of the area. Nonetheless, commercial barge traffic. There are River Road rides through town on since this segment of US 61 is cur- several public and private marinas the US 61 Bypass, avoiding the river rently considered a hectic, dangerous and docks. Notable facilities include and the historic district. highway by local residents, it is marinas in Red Wing, Lake City, There are several designated probably viewed similarly by tourists. Wabasha, and Winona. Overnight spurs, or actually loops, in the As congestion worsens, it will repel docking is available at these loca- Demonstration Area. They are usually the target market Lounger unless tions although the river's islands mapped on Great River Road promo- the roadway is improved. Therefore, also form impromptu campgrounds tional material but are unsigned. One it is incumbent upon Mn/DOT and for boaters. spur occurs immediately upstream of the affected communities to develop Although, the Mississippi River the Demonstration Area intersecting a strategy for maintaining superb is important for commercial trade— the Cannon River between Welch visual quality while increasing the it is a working river—the recre- and Vasa, creating an alternative number of lanes. ational use of the river has been, route on County Road 7 and TH 19 nonetheless, fundamental in creating between Hastings and Red Wing. Bicycle Transportation a new focus on riverfront development Another is an alternative drive from There is little accommodation and river access throughout the Red Wing to Frontenac, following for bicycle or pedestrian traffic demonstration area. TH 58 out of Red Wing to Hay Creek except for sidewalks in towns and 7 49 Great River Road Development Study The Great River Road Development Study Transportation Resources “Mississippi Bluffs” Red Wing to Winona

7 50

Great River Road Development Study the shoulder on the highway in rural Minnesota. The cities and country- ate marker for entering Mississippi segments. The only bicycle trail in side between the two anchors are not Bluff Country. Although Red Wing the demonstration area that parallels only very appealing, they have a sim- is surrounded by bluffs, Barn Bluff the Great River Road is from down- ilar ability to meet the expectations stands out. The site has been an town Red Wing downstream to Flower of tourists. awe-inspiring tourist and recreation Valley Road, a distance of only a destination since as early as the few miles. Sidewalks are adjacent Upstream Anchor 1830’s. The breathtaking view of to the Great River Road in Red Wing The Mississippi Bluffs Demon- the Mississippi River Valley from and Lake City and for short distances stration Area begins in Red Wing. Barn Bluff has inspired painting, in several other smaller communities. Red Wing is a well-developed tourist poetry, and prose since its days as a A service road parallel to US 61 in destination and is an excellent nineteenth century tourist destina- Winona acts like a trail for bicyclists. upstream anchor with superb tion. Henry David Thoreau climbed Ten-foot paved shoulders are common recreational facilities, exciting to the top in 1861 and “wrote glow- in the area but offer little comfort, retail, interesting historic sites, ingly of the grandeur and beauty of especially with inexperienced riders, captivating manufacturing tours, the region” according to a modern with high speed heavy commercial fun entertainment, good lodging, promotional brochure. It is possible traffic close to the unprotected and great food. Red Wing has its for an able bodied tourist to ascend pedestrian or bicyclist. own tourist web site (www.tourist to the top of barn bluff for a pan- [email protected]) and it own oramic view of Red Wing and the Transportation System Summary marketing logo (not unsurprisingly, Mississippi River. According to Mn/DOT data, all it’s a red wing) and slogan “Remark- In nearby Memorial Park, Sorin’s roads are adequately wide and paved able Red Wing.” It has an active Bluff offers a similar view from spring for vehicular traffic. Shoulders are Downtown Council composed of through fall and is accessible by car. typically paved but of various business owners that coordinate Memorial Park offers trails for hiking widths. There is only one trail the promotion and development of and mountain biking, picnic tables, and sidewalks are limited to Red Red Wing as a tourist destination. and caves, for the intrepid tourist. Wing, Lake City, and short sections In many respects, Red Wing demon- Covill Park, Levee Park, and Bay in other communities. strates how a Great River Road des- Point Park provide excellent opportu- tination area could best organize nities to observe the river. Covill Park Attractions and Services and enhance itself as a tourist has a swimming pool and aquatic The Mississippi Bluffs Demon- attraction. park, grills, and picnic tables attrac- stration Area is the most developed tive to tourists. of all the destination areas for river- Next to Covill oriented tourism. It has an extensive Park is Bill's Bay assortment of attractions and services Marina. It is a for the river-oriented tourist. The private full-ser- Hiawatha Valley, as it is referred to vice marina with by local boosters, is usually promoted a boat launch, as a two-state experience. Most 65 slips, and a tourist promotional material suggests gas dock. It has the advantage of traveling on one boat and motor side of the river and returning on repair with the other. Attractions for both sides haul-out and are promoted as complementary and The Mississippi Queen approaching Red Wing. winter storage contributing to the understanding available. Levee of the river and valley. The two Recreational Sites Park and Bay Point Park are popular anchors selected for the Mississippi The area's recreational facilities promenades. Levee Park is a formal Bluffs Demonstration Area, the cities focus on the river. Barn Bluff, which park. Levee Park was established as of Red Wing and Winona, have ample dominates the terminal view of the a City Beautiful gateway into town attractions and services oriented Great River Road as one enters the during 1905-1906. In conjunction to the Great River Road traveler in town from upstream, is an appropri- with the park improvements, the 7 51 Great River Road Development Study Milwaukee Road built a classically City and other communities in the facturing. Commerce was important inspired depot. The Milwaukee Road Hiawatha Valley. to the initial development of Red Depot, an example of Beaux Arts The river between Red Wing Wing in the nineteenth century, classicism completed in 1906, cur- and Winona is a paradise for large and its manufacturing operations rently serves as offices for Red cruisers and houseboats. Houseboats assured continued prosperity Wing’s Chamber of Commerce and are available to rent in both Red through the twentieth century. its Convention and Visitors Bureau. Wing and Winona. In Red Wing, Manufacturing developed quickly Adjacent to Bay Point Park is Houseboats Charters by Marine in the late 19th Century, replacing Boathouse Village. Boathouse Village Services rents boats. A three or a waning agricultural economy. This is an intriguing collection of float- four day trip costs about $750.00. prosperity is illustrated in the his- ing boathouses using “gin-pole” A week approximately, $1,200. toric commercial area, the public technology whereby a boathouse buildings and churches around the would ride up and down on the Retail Establishments historic mall, and the rich collection water while secured to poles. This There is an inviting array of of historic homes. allows docks to remain a constant retail shops for tourists. Historic A walking tour brochure has height above the height from the Pottery Place Mall is a collection of been produced and is distributed by surface of the water. unique specialty shops, antique at the travel information center in Golf is a popular sport and Red stores, and factory outlets. Al’s the old Milwaukee Road Depot. It Wing has three respected courses, the Antique Mall has spaces for over provides extensive information on Red Wing Country Club, Mississippi 100 dealers is one of several antique Red Wing’s historic architecture and National Golf Links, and nearby shops on Historic Old West Main its heritage. A private firm, Roaming Mt. Frontenac. Red Wing Country Street. The Red Wing Antique Red Wing Tours, provides a detailed Club is a semi-private 18 hole Emporium on West 3rd Street boasts personal tour of Red Wing, including course that is open April 15 to late that it is the largest antique mall in historical and scenic sites. October. Mississippi Golf Links is a the Midwest. Fine candy shops, art To a tourist, Red Wing is also 36-hole municipal course open from galleries, and stores that feature known as the home of two nationally early spring to first snowfall. The Scandinavian and Amish products known products, Red Wing Shoes clubhouse, bar and pro shop are are downtown fixtures. Riverfront and Red Wing Potteries. The original open throughout the year. Food Centre, adjacent to the St. James building of Red Wing Shoe Factory service takes a two month break Hotel caters to the carriage trade. on Main Street is still occupied by in winter but the course remains Standard retail enterprises are thriv- the company and additional factories open for cross-country skiing. ing downtown including grocery, are located in an industrial park on Mt. Frontenac Ski Area and Golf drug, and apparel stores that would the edge of town. In downtown Red course is an 18-hole course at the be useful to tourists. Gas and ser- Wing, Hughes Shoes is a popular top of the bluffs with panoramic vice stations are also present as are source for new Red Wing shoes views of Lake Pepin. It is claimed sporting goods shops that provide and factory seconds. In Riverfront that the ski resort offers the highest fishing and hunting equipment and Center, the Red Wing Shoe Museum vertical drop in southeast Minne- apparel. provides insights into the company’s sota. Equipment rental for both history and popularity while illus- sports is available. Historic Sites and Tours trating how the shoes are made. The Bicycling is a recreational activity Many historic buildings in Red company's flagship shoe store is now that encourages tourism. Red Wing Wing still remain and most have in the Mall of America, featuring its is the terminus of the extremely been restored in recent years. The full line of shoes plus an interactive popular, privately funded, Cannon flagship of the community is the museum of the company's history. Valley Trail. A Trail Head for the St. James Hotel and Riverfront Although Red Wing Potteries Cannon Valley Trail is situated near Centre. They are striking, beautifully went bankrupt after a long and bit- the Pottery District. A short exten- restored, historic buildings in down- ter strike in 1967, Red Wing Pottery sion of the trail system to Flower town Red Wing. They were restored still attracts tourist interest. Many Valley Road is a precursor of a longer by the Red Wing Shoe Company and of the town's antique shops special- Great River Road Trail that is cur- illustrate two important aspects of ize in Red Wing Pottery, which still rently under discussion with Lake local history: commerce and manu- attracts a significant number of 7 52 Great River Road Development Study tourists. (Prior to 1967, the potteries at the Sheldon is frequently tied veyed by the hotel's riverside loca- were the town's primary tourist with lodging at the St. James Hotel tion and its period-decorated rooms. attraction. It was not unusual, and fine dining at local restaurants Adjoining shops catering to the car- according to a former company into a complete package for tourists. riage-trade and an elegant restau- executive, to have the showroom In early August, Red Wing hosts rant make the St. James a major parking lot full of out-of-state cars River City Days, a community festival tourist attraction. with people buying merchandise and in early October the Fall Festival or receiving tours of the factory.) of the Arts, attracting thousands Food The Minnesota Stoneware Company of people to the community for There are several interesting building, (later merged with the each event. and varied restaurants for tourists to Red Wing Stoneware Company to eat. Bars, grills, family restaurants, form Red Wing Potteries, Inc.), is Lodging and fine dining are plentiful. Locally currently the Pottery Mall on West The 1999 Minnesota Office of owned and operated establishments Main Street. The Pottery Mall and Tourism’s lodging guides suggests and national franchises co-exist. the associated Historic Pottery that there are five motels and five Many are located in renovated his- District are major tourist attrac- bed and breakfasts with over 250 toric structures. Even national fast tions. The Pottery Mall includes rooms in the City of Red Wing. food franchises have interesting Red Wing Pottery and the Original Nearby Treasure Island Casino has locations; the local Hardee’s occupies Pottery Salesroom. Potters can be 250 rooms, doubling the anchor’s a restored Chicago Northwestern observed throwing and hand deco- capacity. Rooms range from quaintly Freight Depot. Groceries can be rating pottery. unique historic accommodations to purchased at supermarkets or Red Wing Stoneware, in a new modern chain motels. The tourist convenience stores, even downtown. modern building on US 61 north should be able to find accommoda- of downtown, continues to market tions to fit their budget and travel Downstream Anchor stoneware using traditional tech- style. One hotel, the St. James, is Winona is an old river town. niques and motifs. Tours are con- frequently mentioned as a preferred At Levee Park, the Julius Wilkie ducted twice daily in the summer destination in travel articles aimed Steamboat Museum tempts visitors at 10 a.m. and 1 p.m. From Fall at Twin Cities audiences. The reno- with an replica of a vintage steam- through Spring it conducts tours vation of the hotel and its skillful boat and an adjoining floodwall once a day at 1 p.m. Typically about promotion to nearby metropolitan celebrates nature’s bounty with a 30 people attend each tour. Many of residents has been a significant concrete relief of the river’s wetlands the visitors are from bus tours from catalyst for developing Red Wing and wildlife. The two are symbols Iowa going to nearby Treasure Island as a tourist destination. of Winona’s primary attractions: its Casino. The St. James Hotel is one of history and its native environment. the state’s premiere historic proper- Entertainment ties. As the town of Red Wing grew Cultural Attractions The Sheldon Theatre is a com- into an economic power in southern Like her sister cities to the north, pletely restored auditorium featuring Minnesota, city businessmen felt Winona’s development and growth live performances of national and that a quality hotel was needed was related to the opportunities regional talent. Restored to its for travelers from steamboats and presented by the Mississippi River. original 1904 splendor in 1987, railroads. Designed by St. Paul As the largest of the rivertowns in Red Wing’s “jewel box” will host architect Edward P. Bassford, the this demonstration area, Winona has performances from nationally St. James Hotel was finished in the largest commercial historic dis- acclaimed performers ranging from 1875 and was soon hailed as the trict, as well as a number of other Leon Redbone to the Guthrie Theater best hotel along the Mississippi interesting historic sites. However, this year. It screens several histori- River in the state. Restored by the the historic sites are more spread out cally important movies, like Its a Red Wing Shoe company, the ele- than in the other towns, increasing Wonderful Life during the holiday gant and formal Italianate building the challenges for public interpreta- season and the silent classic Birth is still used as a hotel. The history tion, and, as is the case in Wabasha, of a Nation. Locally produced plays of early travel and commerce along the Great River Road bypasses the and music are also featured. A night the Mississippi River is easily con- historic downtown area. 7 53 Great River Road Development Study vides a unique interpretive opportu- could distribute their goods to nearby nity through its association with small communities. Chicago architect George W. Maher Benefitting from the city’s early and its unique status as one of the commercial success, Winona has some few Egyptian Revival style buildings of the state's most significant com- in Minnesota. mercial and residential buildings. Logs from the Wisconsin timber- Winona’s most affluent residents lands were floated down the Chippewa built houses in a residential district and Mississippi rivers to Winona, surrounding the open green spaces, where they were milled into lumber. gazebo, and fountain of Windom Within a few years of being incorpo- Park. The houses built around the park represent most of the nationally Winona has long been a prosperous commu- rated, the City of Winona had grown nity attracting the founder of Prairie School to become the state's third leading popular styles of the Victorian Era. Architecture, Louis Sullivan, with commissions lumber district after Stillwater and Several notable examples include for commercial structures. St. Anthony Falls. Furthermore, the the following: The Huff-Lamberton proximity to the productive agricul- House was built in the popular Winona offers a wide variety tural fields of southern Minnesota Italian Villa style by Henry D. Huff. of properties useful in interpreting made the city an ideal point for the The exotic Moorish-influenced porch both local and regional history. A storage and distribution of grain and gazebo were added by the new good first stop is the Winona County reserves. The Grain and Lumber owner, Henry W. Lamberton, after Historic Society on Johnson Street Exchange of Winona, on E. Fourth 1873. The house of lumberman in the historic Armory. Winona Street, served an important role in Abner F. Hodgkins is a fine example County Historical Society Museum the distribution and pricing of such of the Queen Anne style influenced provides a good overview of the goods in the area. The building’s by the Colonial Revival. The J.W.S. history of the region. It is located Renaissance Revival style, with its Gallagher House presents a more on the edge of Winona’s historic emphasis on allocating enough wall modern flare to the built environ- commercial area. Rivaled only by space to window openings for suffi- ment of Winona through its Prairie Red Wing as a prime economic cen- cient light, lends an air of authority School style designed by noted ter in southern Minnesota, Winona and importance that is retained to architects Purcell & Elmslie. flourished due to its access to good this day. The Winona & St. Peter Winona’s civic history is repre- landing sites along the Mississippi Railroad Freight House, on Center sented by a public library, a court- River and as an early recipient of Street, was operated from 1883 to house, a Catholic church, and a rail lines. A commercial district was 1961 and aided in the expansion of waterworks. The Neo-Classical style already established by the early the agricultural and lumber industries Winona Public Library, built in 1860’s, but most of it was destroyed by providing a conduit through which 1899, has long been considered by a fire. Wasting no time, residents wheat could be purchased and an important cultural center for rebuilt. Development progressed sawmill and grain miller agents the city. The murals, statues, and through the nineteenth century as lumber and agricultural trade expanded as a result of river and railroad connections. Between the East Second Street Commercial District, the Third Street Commercial Historic District, and individual buildings like the Angers Block and Winona Savings Bank, Winona maintains one of the most intact and relatively large examples of a nineteenth century business district in the Great River Road corridor. The Winona The rivertowns in the Mississippi Bluffs Destination Area have functioning Main Street commer- Saving Bank (1914-1916) also pro- cial districts with significant amounts of 19th Century to early 20th Century architecture. 7 54 Great River Road Development Study art glass combined with the classical itage walking tours are available Garvin Heights Park, west of the architectural design were intended from the Convention and Visitor Great River Road, has a traditional to lend an air of culture to the Bureau (CVB). Personal guides are picnic grounds and provides an building. The Richardsonian also available for larger groups excellent twenty to thirty-mile view Romanesque style Winona County through the CVB. upstream and downstream.of the Courthouse was built during the Mississippi. The Mississippi can also height of the city’s affluence from Recreational Attractions be seen from Levee Park where the the river trade and “represents the Winona has several interesting Mississippi Queen, American Queen, ambitious hopes and aspirations of bluffs. Sugar Loaf is an appropriate and Delta Queen steamboats dock. the community during this period.” terminus to the Mississippi Bluff Appropriately, as part of Levee Park, Another significant public building Country. With Barn Bluff in Red the Julius C. Wilkie Steamboat in Winona is St. Stanislaus Polish Wing, it creates two well-known Center, a full size replica of a river Catholic Church. Polish immigrants geological anchors. Similar to Barn steamboat, houses a museum dedi- first settled in Winona during the Bluff, Sugarloaf has served as a cated to interpreting the steamboat mid-1850s, and this imposing edifice prime destination for travelers along and the steamboat era. Several com- illustrates the contributions of these the Mississippi River for a century munity events are oriented to the people to the social and religious and a half. The bluff’s dramatic river including, the Winter Carnival, environment of Winona. This ethnic presence was threatened during the Art and River Festival, and history is relayed at the Polish the 1880s and 1890s by quarrying Steamboat Days. Cultural Institute, a museum open of its Oneota Dolomite. Thanks to Winona has three golf courses. to the public. An example of early the preservation efforts of several Westfield Municipal Golf Course is public works is the Winona Water- Winona civic groups, the geological a 9-hole public course and country works. It is an early example of a landmark was purchased and pre- club in the heart of Winona. Cedar community-sponsored sanitation served so that future generations Valley Golf Course is an 18 hole project that purified, stored, and of travelers could enjoy its sculpted semi-private course 10 miles south distributed water from the river beauty. Sugarloaf’s unique landform of Winona. Winona Country Club is for residential, commercial, and is the result of quarrying. The pin- a private 18-hole course with reci- industrial use. nacle that remains is where the procity arrangements. Winona is home to some of the crane was erected while rock was The river in Winona is a paradise most impressive stained-glass studios mined all around its base. Although for large cruisers and houseboats. in the United States. Consequently it Sugar Loaf is the basis of many local Houseboats are available to rent also has some of the most elaborate legends that explain its unusual from Great River Houseboats. A display of stained glass in Minnesota. shape—it has a peak that towers three or four day trip costs about The Winona website has a virtual like a butte 85 feet above the bluff $750.00. A week approximately, guided tour of several of important below—it is actually the result of a $1,200. There are eight boat landings landmarks. Guided tours can be 19th century quarry. on the river. Four above Lock and arranged by the Dam Number 5, Winona conven- four below. Lock tion and Visitor’s and Dams 5 and Bureau for groups 6 operated by of fifteen or more the U.S. Army people. One Corps of studio, Conway Engineers are Universal Studios, nearby intriguing has been in pro- attractions with duction for gen- observation erations and sites. With an hosts group average of 8 tours. million tons Programs for Sugar Loaf in Winona and Barn Bluff in Red Wing are major gateway icons for the Mississippi of cargo being self-guided her- Bluff Destination Area. hauled on this 7 55 Great River Road Development Study portion of the river during each hundred camping eight-month shipping season (the sites available in equivalent of adding about 3,000 the immediate trucks/day on US 61 for the same vicinity of period), the locks are in frequent Winona. Great demand and easily observed working. River Bluffs The river and other natural State Park resources, particularly fish and (formerly O.L. birds, are important to tourism in Kipp State Park) Winona. Fishing, beleaguered for has spectacular years by pollutants and consump- views of the tion warnings, is considered to be river and fea- improving because of enhancements tures 31 camp Attractive residential structure in Old Frontenac. to upstream sewage treatment facili- sites with picnic ties, especially the treatment plant tables and fire rings. It has one pio- Community. Later, catering to fash- located in St. Paul. Walleye fishing neer group camp that has a capacity ionable elites from New Orleans, is set for making a strong re-emer- for 80 people and a camping area St. Louis, and St. Paul, it flowered gence according to the DNR. Trout dedicated to bicyclists. as a resort during the late 1860's fishing is good in tributary streams Winona has a wide range of through the 1880's. The Lakeside and attracts many anglers. Bird restaurants and a full complement Hotel (1867-1939) was the first watching, particularly watching of grocery stores. Over 60 restau- summer hotel in Minnesota and Eagles and Tundra Swans, have rants are listed by the Winona CVB. was known as the “Newport of the created a substantial industry. They range from standard fast food Northwest.” This small river town Winona hotels offer a package tour to family restaurants to bar and maintains a remarkably intact group including lodging, meals, an orien- grills. American, Oriental, and of buildings from the mid to late tation by a wildlife expert, and a Italian food is available. A handful nineteenth century with many 4 hour bus tour of swan sites. of restaurants have either river surviving Greek Revival and Gothic Excursions into native landscapes themes, overlook the river, or are Revival style structures still present are promoted in tourist materials located in historic buildings, such in the Old Frontenac Historic District. including the three nearby state as the Jefferson Pub and Grill in the According to local lore, it was pur- parks and national wildlife refuges. historic Winona-St. Peter Railroad posely bypassed by the railroads Freight House. because the developers of Frontenac Commercial Attractions didn’t want their tranquility dis- and Travel Services Connecting Corridor rupted by trains. New Fontenac or There are several speciality shops Frontenac Frontenac Station was thus born that cater to the tourist including Old Frontenac is oriented to on the railroad and eventually, antiques stores, bakeries, gift shops, the river, located on Lake Pepin sustained by the highway, granting and outlet stores. Winona Knitting on a bend in the Mississippi. It is Old Frontenac its desired status as Mills and Winona Knits are significant removed two miles from the Great a tranquil backwater. attractions. Winona Knits is America’s River Road on County Road 2. It is Recreational activities are oldest and largest sweater retailer the site of the first Christian chapel accommodated at Frontenac Ski Area and has a significant following. in Minnesota built by the French and Golf Course (previously discussed Another local manufacturer is We- who established Fort Beauharnois under Red Wing attractions) and no-nah canoe, marker of premium on the river near here in 1727. The in Frontenac State Park. Frontenac canoes for discriminating canoeists. post was abandoned after the land State Park has 58 pull-in campsites, Winona is well situated to sup- was ceded to the British in 1736. 19 with electricity, and 6 rustic port tourism with almost 650 rooms Originally, Frontenac—named after walk-in camp sites. A primitive group in eleven lodging accommodations, a governor of New France who had camp holds 20 people. It has a dump- three of which have more than 100 sponsored many of the early French station, showers, flush toilets, and a rooms. There are several public and explorations of the Mississippi—was picnic site capable of accommodating private campgrounds with several conceived of as a Utopian 40 people with fantastic views on a 7 56 Great River Road Development Study bluff overlooking the river. It has Pepin attracts over 4,000 contestants. skiing by Ralph Samuelson in 1922. 15 miles of hiking trails, over 6 miles The city has hundreds of acres Lake City has an established walking of cross-country skiing trails, and of parkland, several of which line tour of historic sites. over 8 miles of snowmobiling trails. the river over looking Lake Pepin. Lake City Country Club is an Birds, particularly rare Warblers, Hok-Si-La Park located on the attractive, recently refurbished, nest in the area, attracting many northside of town on the river, is semi-private golf course. bird watchers. In the park, there is the city’s largest park. A former Boy Lake City was platted in 1855 evidence of habitation and burial Scout Camp, several former Scout as a steamboat landing. By 1871, the sites from the Hopewellian culture buildings serve as picnic shelters Chicago, St. Paul, and Milwaukee (400 B.C. to 300 A.D.) and activity centers. Camping, trails, (Milwaukee Road) Railroad ran along picnic tables, a swimming beach, the edge of town, solidifying its Lake City and public boat launch make the position as a trading center. Its Lake City means recreation. area attractive to boating and access to the river and railroad Lake City provides the best access vehicular tourists. Several other made it a natural distribution point to Lake Pepin. It is the birthplace of parks line the shore of Lake Pepin. for businesses, area farmers, and waterskiing and home to hundreds A lakeshore sidewalk parallels the residents to buy and sell agricultural of sailboats and large cruisers. The Great River Road connecting these and manufactured products. Lake municipal marina has overnight parks. Lake City is currently study- City's historic commercial area is docking facilities and gas. The ing the feasibility of improving this related to this era of expansion and breakwater acts as a municipal fish- sidewalk and extending it as a trail growth. The buildings were primarily ing pier attracting thousands of to Red Wing. At both ends of the constructed between 1882 and 1910 anglers each year. Four miles north lakeshore sidewalk are roadside and possess a continuity in stylistic of Lake City, Hansen’s Harbor has turnouts. On the upstream end, elements such as brick wall finish, similar facilities with a full service Mn/DOT maintains a rest area with corbelled cornices, limestone foun- for sail and power boats, a complete flush toilets, picnic areas, and sev- dations, limestone window sills and ship's store and gas dock, a launch- eral interpretive markers. One of the lintels, and general window patterns ing ramp, short term transient slips, markers is a Great River Road marker that lend a sense of continuity to seasonal docking slips, and winter that discusses mussel harvesting the district. storage. Regattas attract sailors and and Lake City's button manufactories. Lake City’s community develop- spectators. Water Ski Days is the The southern turnout is a simple ment can be interpreted through community’s annual summer festival. WPA-vintage stone overlook with a the Patton Park area, which con- A winter ice fishing contest on Lake monument to the invention of water tains handsome public buildings and a variety of Victorian residential styles. The park itself is a pleasant City Beautiful monument with a classically inspired bandstand (ca. 1910). Around the park, there are the two main public buildings: the Richardsonian Romanesque styled City Hall (1899) and the Beaux Arts styled Post Office (1916). the historic district embodies the role of public services in the development of the community. The Post Office, built in 1916, presents a feeling of tradition through the use of an engaged Ionic order portico supporting a cornice with dentils. The lines between residential and Lake City, home of waterskiing, continues to attract visitors who recreate on expansive business areas were often blurred Lake Pepin. during the nineteenth century, and 7 57 Great River Road Development Study this sense of community planning “rare surviving example of the nearly visitors annually. A $3 million is apparent in the district as homes universal mode of first generation National Eagle Center is proposed in varying from Greek Revival to Queen brick school design in Minnesota: Wabasha to promote viewing and Ann surround the civic buildings. the bracketed, Italianate box.” The interpretation. The project is a part- A premiere residence in Lake City is decision by the Chicago, Milwaukee, nership between state and federal the Patrick Henry Rahilly House. As St. Paul, and Pacific Railroad to run agencies and the City of Wabasha. a prominent farmer and local politi- its tracks through Wabasha instead The project is being coordinated by cian, Rahilly’s Italian Villa style of Reads Landing led to the steady the National Audubon Society, with home is considered the prototype decline in the city's population and assistance from Eagle Watch, Inc. for the style in southern Minnesota. economy. The Reads Landing School is and the City of Wabasha. When the According to the Minnesota one of the few remaining structures project is constructed in 2001, it Office of Tourism, Lake City has associated with the city's prosperous will be a major contributor to the nine hotels with approximately days in the nineteenth century. area's economy. According to the US 170 rooms and two B&B's with five Fish and Wildlife Service, Americans rooms each. Hok-Si-La park has pay $18 billion annually on bird- camping accommodations. Restaurants watching products and services, range from national fast food fran- three times the amount they spend chises to standard family fare and on professional sports. The appeal a few bars. Restaurants such as The of our national bird wil Galley, promote a riverine theme. l draw many tourists to this Zuber’s Grill and Pub overlooks the easily accessible location. From this fascinating Lake City Marina and location it will be simple to direct Lake Pepin. Gas stations, grocery tourists to other birding hot spots in stores, and other retail stores are the Mississippi Bluffs Demonstration readily available to the tourist. The Area. There are several turnouts off headquarters and catalog showroom of the Great River Road, accommo- of Wild Wings Gallery is in Lake Reads Landing School. dating bird watching and providing City. Nestled in an attractive pine scenic views of the river valley grove and as one of the nation’s pre- Wabasha downstream form Wabasha on Lake mier wildlife art galleries, it attracts Wabasha was thrust into national Pepin. Soar with the Eagles is an people from all over the country. notice with the Grumpy Old Men annual community celebration. movie series. Slippery’s Tavern and There are two marinas offering Reads Landing Chuck's Bait Shop cater to tourists 400 open slips and 200 closed slips Reads Landing is notable for its interesting in seeing the sights from on the Wabasha riverfront. A munic- natural resources—it is at the head to the popular movie. Slippery’s features ipal dock provides river access to the Upper Mississippi River National a bar and grill with an overview of the public. Beach Park on the river Wildlife and Fish Refuge, and bald the Mississippi River and original has picnic and camping facilities. eagles abound. It has a rich history, sets from the movie. It is an integral Coffee Mill Golf and Country Club as well, though the building stock part of the community festival, offers a bluff top view of the to illustrate the town’s past is limited. Grumpy Old Men Days. Mississippi valley with no tee time The small community of Reads Wabasha is known for its spectac- required. In the winter, Coffee Mill Landing thrived as a primary port ular views of Bald Eagles. An Eagle becomes a full-service 11-run ski for river boats and as a major lum- Observation Deck is located on the park with two chair lifts. It also bering and milling center in the riverfront. The deck has three inter- offers half pipe snow boarding. At mid-nineteenth century. It was pretive panels donated by the US 425 feet of vertical drop it is one during this economic peak that the Fish and Wildlife Service. EagleWatch, of the highest slopes in Minnesota. Reads Landing School was created a non-profit interest group, staffs Wabasha has a long history as in 1872. As with many public struc- the deck from November through a commercial center. Today it has tures in the southeastern portion of March and provides binoculars and a growing number of retail stores the state, the Reads Landing School spotting scopes for visitors. The aimed at the tourist. Several busi- was Italianate in design and is a deck draws an estimated 10,000 nesses in Wabasha’s Old City Hall are 7 58 Great River Road Development Study indicative of this trend. Established Located outside in 1843 as a fur trading post, platted of downtown, in 1854 as a steamboat landing, the roundhouse Wabasha developed as a local trade could help tell center along the Milwaukee Road Wabasha’s story tracks after 1871. The Wabasha as well as illus- Commercial Historic District main- trate the engi- tains a fine collection of nineteenth neering and century buildings that illustrate the technical aspects city's development as a commercial of railroad oper- center. This highly intact group of ations during two-story brick buildings on Main the late nine- Downtown Wabasha is another example of the continuous use of Street maintains its traditional use teenth century. commercial buildings from an earlier era. pattern - small shops and restau- Wabasha’s rants with offices or apartments location near the productive wheat prior to the time of industrial brick upstairs. On the west end of the fields of southern Minnesota and the manufacturing in the city, local resi- commercial district, the Anderson Mississippi River created a natural dents sought bricks for the con- House, which dates to 1856, is the setting for the development of an struction of their homes. The brick oldest operating hotel in Minnesota agricultural industry-based economy. structures are represented by Greek and a significant tourist attraction. The office and grain elevator of the Revival and Federal styles, built pri- The Milwaukee Road Railroad Round- J.C. Dill Company of Wabasha are marily for the early merchant class house is a unique property in the associated with the agriculture and of the city, and the Italianate style, Great River Road corridor and played a crucial part in the storage seen in the homes of individuals throughout Minnesota generally. and distribution of grains in the area. associated with the developing agri- While currently used as a veterinary culture and railroad economies later clinic, the unique variegated buff in the nineteenth century. In addi- Below: Even simple buildings, like Wabasha’s brick and original window pattern tion, the Green Bay Hotel was con- Green Bay Hotel, have interesting stories to tell. Bottom: At one time, Wabasha was the of the office building are intact, structed in 1869 and is an excellent flour capital of the world. and the grain elevator still functions early example of a small, roadside and retains all of its original elements. inn. Nineteenth century travelers Wabasha remains an important com- along the Mississippi River could mercial center for the local agricul- take shelter in this simple inn during tural economy. The old Post Office their visits to the growing town of houses an historical museum. Wabasha. The Green Bay Hotel, Wabasha presents a unique although physically altered, still tells residential pattern for interpretive a story of early travel and recreation purposes. In nineteenth century as evidenced by its modest Greek communities, houses were usually Revival style. constructed of wood. This preference During the late nineteenth was both based century, socially progressive laws on Victorian aes- were passed that stipulated that thetics and on each county construct a house, practical factors, farm, or like facility for the relief namely the fact of the county’s poor people. The that lumber Wabasha County Poor House was could easily be constructed near Wabasha on a 32- shipped on rail- acre tract of land that the county roads or floated provided. The two-story brick hospi- down rivers. tal, which was built in 1879, was Wabasha differed economically and efficiently designed, in that, even with only minor embellishments, 7 59 Great River Road Development Study such as the brick window hoods. Four years later a detached building was constructed for the housing of the Poor Farm’s resident workers and the kitchen/dining room. The Wabasha County Poor House is one of only a few such structures left standing in Minnesota and represents early attempts at social reform. Wabasha is a frequent stop of the steamboats, the Delta Queen, Mississippi Queen, and the American Queen. Unfortunately, for tourists and tourist related businesses, scheduled Scenic views of the Mississippi River, like this one from Frontenac State Park, are significant for stops are only known a few months attracting tourists to the Mississippi Bluffs Demonstration Area. in advance making it difficult to promote their arrival. panoramic view. The view of the fertile valley, settled, and called it In addition to the Anderson river, the towns, and how it is good for perhaps as long as 1,000 House, the Minnesota Office of framed by the steadfast bluffs. years, provides hope that perhaps Tourism lists 3 other lodging accom- The view that explains the context, we can be as enduring as the Hope- modations with 28 additional rooms frames the composition, and pro- wellians who left behind, 1500 years in Wabasha. vides wonder and awe. The view ago, those still visible scared mounds. that tells the story of a majestic A view of a town, a town perhaps Kellogg and Minneiska river and the hearty yet visionary only 150 years old, but one that Kellogg and Minneiska are known communities nestled on its terraces. has adjusted to the vicissitudes of for its carvers and woodcraft. Kellogg A view that reveals history while nature and society or succumbed is home to LARK Toys. LARK Toys, illustrating the industry of contem- to society's fickle use of technology. began as a manufacturer of simple porary society. An inviting view This ancient geological, archaeologi- wooden toys but has expanded into that offers refreshment, bounty, cal, and historical evidence provides a major tourist attraction, with five and rejuvenation. us with a reassuring steadfastness, shops specializing in wood and tin It is primarily the view seen provides us with evidence of the toys and children's books. The fan- from the bluffs. Other less dramatic veracity of our cherished eternal tastic hand-carved LARK Carousel is views closer to the river are impor- beliefs. This is what attracts the a unique menagerie of twenty real tant corollaries of the proof and tourist, not just the view, but and imaginary animals welcoming provide interesting details but it what the view can personally mean. riders of all ages. A cafe and antique is the larger view that inspires, Metaphorically, near Kellogg, is toy museum round out Kellogg’s instructs, and is sufficiently seduc- a large weathervane made of metal unique attraction. Minneiska has tive to induce repeat visitation—if and shaped like a fish. This is a two prominent wood carving shops, only to witness the scene during a replacement for an earlier wooden one carving carousel animals and different season. model that was used as a navigational trolls, another carving Scandinavian To see wide, panoramic vistas, aid for 19th century river pilots. furniture. Both are open to the public. is to put life in perspective. To see This “fish with a view” seems like The Eagle View Bar and Grill the same sights that Father Louis an appropriate metaphor for the offers full service family dining Hennepin saw and described over tourist experience. overlooking the Mississippi River 300 years ago, the same solid daily except Mondays. “mountains” guiding the course Applying the Story of a powerful river, is mystically The potential to provide per- The Big Story resonating. To understand that over spective and insight, both actually A Fish with a View 2,000 years ago, a native culture and metaphorically, to tourists is an The Big Story is the view. spreading from Ohio throughout the opportunity to be valued. Views of 7 The all encompassing, overarching, eastern United States, reached this the river, views of nature, views of 60 Great River Road Development Study settlements placed in their larger resources found in the demonstra- sotans traveling to casinos in Iowa. river context should be developed tion area support Loungers. Hotels in Red Wing and Winona and promoted. It is the connectivity, have created several packages for the ability to see thirty miles and Travel Styles semi-structured travelers. In Red see that this community and that Tourists visiting the Mississippi Wing, the Sheldon Theatre and local community and that forest and that Bluff Demonstration Area have a hotels have created semi-structured stream and this river and our state variety of travel styles. Self-struc- bed, meals, and theater packages. On and that state are all part of the tured and unstructured tourists are a variation of the fly/drive package, same landscape, the same ecological common, especially those arriving the St. James Hotel runs a special and social system—that we are all from the Twin Cities in their own for Amtrak travelers. However, the in this together—e pluribus unum, vehicles. The Visitor Survey revealed traveler has to arrange their own out of many, one. This is a power- that a significant portion of people rail transportation. In Winona, local fully unifying and healing message traveling on this segment of the hotels have formed a semi-structured to a society fraught with distrust, Great River Road were on a day trip package that includes a guided tour discord, and disunity. and planned on returning home to observing migrating tundra swans. To slow down, to re-connect the Twin Cities that evening. Many of Packages, weekend getaways or holi- with those values we hold scared these tourists had no pre-arranged day specials, are a frequent market- is what attracts the tourist to this plans and were simply traveling ing strategy used to fill rooms particular destination area. spontaneously. They knew of the throughout the destination area. beauty of the Mississippi Bluffs The Tourist Destination Area and the wealth of Geographic and Motivation attractions and simply took advan- Modal Characteristics The tourist that would be tage of a nice day and some free Most tourists arrive by automobile; attracted to the Mississippi Bluff time to visit the area. This type of many by bus; and a few by train. Destination Area is primarily the travel is probably restricted to sum- Those arriving by automobile come Lounger, someone coming to relax mer and fall. Fall, in particular, with primarily from the Twin Cities and and be refreshed by the experience. its colorful displays and apple harvest Rochester. Visitors arriving by auto- Although Guests of family and is anticipated to be a traditional time mobile also come from elsewhere in friends are a significant addition for spontaneous travel. Minnesota, Wisconsin, Illinois, and to the tourism base and Pilgrims, Self-structured tourists typically Iowa. Bus tours originate frequently Accumulators, Players, and Explorers stay longer in the destination area. from Iowa and sometimes, Wisconsin frequently travel on this segment They commonly make reservations and Minnesota. Greyhound Bus ser- of the Great River Road, it is for a local bed and breakfast or vices the whole Great River Road nonetheless, the Lounger that colors tourist-oriented hotels like the St. route. Amtrak, traveling between all motivations in this demonstration James in Red Wing or the Anderson the Twin Cities and Chicago, stops area. People come here to relax and House in Wabasha. Self-structured at both Red Wing and Winona. unwind. Play is less intense—a tourists will also stay at the camp- Airports in Winona and Red Wing peaceful day on a boat, is a typical grounds in Frontenac or Great River are not served by Northwest Airlines adventure. Accumulating goods is a Bluffs state parks. The self-struc- or its affiliates which limits their leisurely excursion into quiet quaint tured tourist organize their travel ability to become destinations for shops. Exploring comes easy, around their particular interests: airline passengers arriving in the information is practically spoon-fed antiquing, artistic events, community Twin Cities. To overcome this obstacle, from drive-up interpretive signs. festivals, observing nature. The Mis- Red Wing promotes itself as only Even spectating, typically involves sissippi Bluffs Destination Area has 45 minutes from MSP. watching the slow cycles of natural enough variety to support a wide- rhythms, returning swans, the turn- range of self-structured tourists. Target Market ing of leaves. That a pilgrimage was Structured tourists are also The primary tourist that undertaken only becomes obvious common arriving on buses from would be naturally attracted to the after the journey is complete. The throughout the Midwest. Many are Mississippi Bluffs Destination Area primary motivation is leisure. on casino tours, traveling to casinos would be an unstructured or self- Most of the natural and cultural in Minnesota from Iowa or Minne- structured Lounger who needs to be 7 61 Great River Road Development Study convinced to extend their day trip ➤ Any improvements to US 61, ➤ Signify the importance of Red into a longer vacation. A secondary especially reconstruction as a Wing and Winona to the Great market would be the structured or 4- lane facility, should maintain River Road traveler by creating semi-structured Lounger. the existing visual quality of appropriate gateway monuments the the Great River Road. to “Mississippi Bluff Country.” Market Summary Consider creating additional The primary target market are Parking scenic byway monuments in the un-structured, self-structured, ➤ Improve parking for tour bus other cities, particularly in Lake semi-structured or structured operators. City and Wabasha. Loungers, Pilgrims, and Accumulators. The benefit of enhancing the Great ➤ Sign off-street parking. ➤ Although the designated Great River Road for these tourists, is an River Road spurs and attractions expansion of their opportunities ➤ Place parking sensitively so as bring people to interesting sites, to relax and enjoy quite pastimes. not to adversely affect river they are actually counterpro- The benefit to the private for profit views or historic integrity. ductive. Existing signing of a business owners, will be a more small number of attractions consistent population of tourists. Wayfinding implies that only a few sites The benefit for residents will be ➤ Install Great River Road route deserve a visit by the Great an increased variety of recreational and directional makers at every River Road tourist. All officially opportunities and increased eco- junction with a state trunk designated spurs and attractions nomic alternatives. highway and county roads with should be de-designated and over 5,000 ADT. In particular, any official Great River Road Capital Improvements add or improve directional signs signage removed. It is recom- Capital improvements should on TH 63, TH 58, TH 60, TH 42, mended that communities first be oriented to establishing the TH 74, TH 14, and any county install their own wayfinding Mississippi River and the Great River road with over 5,000 ADT, system. Coordinating this Road as a destination for Loungers, informing drivers of the junction wayfinding system so similar Players, and Accumulators. First by with the Great River Road. signs are used in each community supporting travel by tourists who would establish the Mississippi travel spontaneously or structure ➤ Add distinctive mileage markers Bluffs as a single, coherent their own itinerary; followed by to enhance route identity and destination area. promoting travel by structured or improve wayfinding. Mileage semi-structured groups. markers would clearly identify ➤ Standardize and improve Capital improvements are listed the route, reducing traveler wayfinding signs in each by four primary resources types, anxiety. It would visually inte- community and to each attrac- transportation services, heritage grate the road, attractions, and tion. Work with MOT and the attractions, river and recreational services into a tourist-oriented cities of Red Wing and Winona attractions, and commercial attrac- system. Mileage markers would to add Great River Road Anchor tions and services. facilitate the development of Kiosks at their Tourist private-sector authored tourist Information Centers. Use these Improvements to guides, including interpretative kiosks to orient travelers to all Transportation Services maps, guidebooks, and audio of the other features that can Suggested capital improvements tours. Public and private attrac- be seen off of the Great River to enhance the tourist experience tions and services could Road spine, highlighting include several that are associated describe their location using a especially those attractions with the highway and could be mileage marker. By benefitting and services in the individual implemented by state and county attractions and services the use anchor. Add similar kiosks in transportation agencies with assis- of the system would be assured ther communities on TH 61 tance from other governmental and awareness of the Great to orient the tourist to public agencies as necessary: River Road as a destination and private attractions and 7 Highway Improvements would be enhanced. services. 62 Great River Road Development Study Trails erally the jurisdiction of federal, Wisconsin have their own boats. ➤ To accommodate bicycling, state, and local natural resource Maintaining and enhancing public improve sidewalks and on-road management agencies and signifi- access to the river will be crucial trails on TH 61 in Red Wing, cantly enhance the experience of in attracting Players and Frontenac, Lake City, Wabasha, the Great River Road tourist. As Loungers to the Great River and Winona. Between cities recreational projects near highways, Road and the adjacent river create a 10-foot off-road trail joint-development agreements communities. Many of these to accommodate bicycling, between Mn/DOT and the provider people may arrive via the river. roller blading, and walkers. may be a practical way to reduce Currently the St. Croix River construction costs. It is not uncom- above Hastings is a favorite ➤ Trails adjacent to the Great mon for parking lots, for instance, destination of the area’s River Road are non-existent to be paved at a significant savings boaters. Extending the normal except for a short segment when an adjacent roadway is being range to include the Mississippi immediately south of Red Wing. paved. Typically these projects are between Red Wing and Winona The shoulder of the Great River funded by those federal, state, and would be a reasonable goal. Road is a poor substitute for a local agencies charged with providing Municipal or private transient trail, except for very experi- recreational facilities. Such projects docking, currently in short enced bicyclists. The Cannon include: supply in many communities, River Trail, a privately financed ➤ tourism is enhancing access to would need to be expanded to facility, is one of the state’s the river. One good way to accommodate increases in boat most popular trails but it ends attract attention to the river traffic. Free docking with a in Red Wing. An extension to would be to enhance private purchase from a local hotel, the what is probably the state’s river excursions. Linking Red restaurant, or shop would be most popular public trail, the Wing, Lake City, Wabasha, advantageous to promoting Root River Trail, has been Winona, and selected cities in the community. authorized by the State Wisconsin by boat would be Legislature. It would connect fascinating for the Lounger. ➤ The riverboats, Delta Queen, Winona with Lanesboro, Scheduled inter-community Mississippi Queen, and American Minnesota’s premier bicycling shuttles could bring people back Queen make stops in several destination. Connecting the to where they embarked on communities along the river but Cannon River Trail with the their journey if they didn’t not in any predictable manner Root River Trail via a Mississippi want to return by boat. These year to year. It would help Trail would be a valuable con- shuttles could also provide promote these excursions and nection. As a first phase of this inter-community transportation the river communities, if the project, Lake City, with the for local residents. This might arrival of these boats could be support of Red Wing, is exploring be extremely useful for organized on a more regular the possibility of extending a teenagers or elderly people. schedule. Winona, Wabasha, trail from Red Wing to Lake City. Public docking facilities may Lake City, and Red Wing need to be improved to accom- remain ood candidates ➤ Great River Bluffs State Park has modate the excursions. for stops. developed a campground oriented to bicyclists. Extending a bikeway ➤ Evaluate with managing agencies ➤ Add gateway signs to Frontenanc to Frontenac State Park and and improve, as necessary, the State Park, John Latsch State developing similar facilities access to the river using boat Park, and Great River Bluff there would induce more bicycle ramps and public docks. Ramps State Park from TH 61. Improve tourism. and docks to be evaluated turning-movement safety from include those in Red Wing, TH 61 at park entrance, if nec- Improvements to River and Frontenac, Lake City, Wabasha, essary to conform with traffic Recreational Attractions and Winona. engineering standards, or if Capital improvement projects for perceived as necessary by public recreational facilities are gen- ➤ Many people in Minnesota and tourists. 7 63 Great River Road Development Study Overlooks into the Great River Road Lake City’s banners, celebrating ➤ The defining tourist experience, Kiosks at the Tourist the invention of waterskiing, a visit to the top of the bluffs, Information Centers. are simple, yet effective. is not well-orchestrated for the Although elements may be similar, Great River Road tourist. Scenic Downtown Streetscapes it is important that each com- overlooks are typically not signed ➤ Improvements to community munity creates a distinct identity off the route. Views from bluffs aesthetics have been credited for itself based on its historical in Red Wing, Frontenac, Wabasha, with establishing a community and social context. and Winona are excellent but identity and revitalizing aging difficult to find or subject to commercial districts. Streetscape ➤ Red Wing, Wabasha and Winona fees. Additional overlooks improvements must include the have downtown commercial should be developed, particularly restoration of historic storefronts, districts listed on the National between Frontenac and Wabasha, frequently the community’s Register of Historic Places. and between Wabasha and most important commercial These properties are eligible for Winona. Interpretive signage asset. Improvements to sidewalks, 20% preservation tax credits. at these sites would be valued particularly providing adequate by tourists. Developing these width for commercial pedestrian ➤ Lake City’s downtown has been overlooks and access to them traffic, handicapped access recommended as eligible for would require a capital invest- ramps at corners, and short, listing on the National Register ment by public agencies. well-marked pedestrian crossings, of Historic Places and is currently are also critical for creating a recommending design guidelines ➤ Identify, develop or improve downtown attractive to tourists. for property owners. If a national scenic overlooks throughout Sufficient parking, including register nomination is pursued the corridor. Improve access or off-street and on-street parking this will enable buildings owners wayfinding to existing overlooks is a necessary component for to received the 20% preservation in Red Wing, Frontenac, inducing visitation. Parking for tax credit. If the historic buildings Wabasha, and Winona buses is required if tour buses in town are restored appropriately are to be lured to the community. and interpreted in an interesting ➤ Identify, develop, and sign The addition of street furniture, and engaging way, travelers overlooks for Watchable Wildlife. such as awnings, benches, along the Great River Road lights, paving, kiosks, bike would be more inclined to stop Improvements to Heritage racks, and planters are needed and visit the town. Tourism Attractions to provided the amenities that Capital improvement projects tourists desire. The addition of Interpretive Sites related to interpreting or preserving boulevard plantings, particularly ➤ Develop the Red Wing’s Oneota cultural resources are typically not street trees and the use of Archaeological Site as an inter- funded by Mn/DOT unless a trans- perennial or annual flowers pretive attraction. portation function can be identified. create a manicured, inviting Several projects that would enhance cared-for scene in the summer. ➤ Work with the Prairie Island the tourist's understanding of cul- In spring, fall, and winter Mdewakanton Dakota tural resources have been proposed banners, twinkle lights, or a Community and other American by the community. Such projects sound system have proved Indian communities to identify may include: valuable in creating a similar ways to present the extensive Rivertowns inviting atmosphere. heritage of the American Indian ➤ Expand existing heritage walking in the Mississippi River Valley to tours in rivertown communities, ➤ Red Wing is an example of an tourists. by adding or expanding the excellent streetscape program. number of markers and empha- Its lush and colorful hanging Improvements to sizing the community's ties to flower baskets in particular have Commercial Attractions the river and scenic views of it. attracted attention from com- River Orientation Tie the heritage walking tours munities throughout the state. ➤ Induce commercial development 7 64 Great River Road Development Study of the riverfront, especially ➤ The Minnesota Department tiques could be made about restaurants and accommodations of Transportation and the brochures produced by other that overlook the river. Mississippi River Parkway government agencies. In partic- Commission developed a ular, there is no sense that they Lodging brochure and and a booklet are being created for the same ➤ The most significant capital about Great River Road attractions area so taken together they improvement that would assist or distribution through Mn/DOT, start to give the tourist a more unstructured and self-structured MOT, and Travel Information complete picture of the destina- Loungers would be to increase Centers. The brochure fits in a tion. The biggest drawback with the number of rooms available standard rack and is free. It is brochures produced by state for overnight accommodations. an two-sided, six-panel brochure agencies is that they focus only These rooms should be oriented featuring a map and a narrative on one state. People in this to provide views of the river. about the route. The map fea- destination area consider the Although this is strictly a tures major roads, cities, the whole valley as one destination private-sector initiative, public- State and National routes, the area. They market the area sector resources, such as designated spurs and key parks ointly not as rivals. assistance with access roads and recreation areas. The narra- and utilities, is crucial in the tive focuses on the history and Private Sector Promotional success of these enterprises. historic attractions. The only Materials Increasing the number of rooms mention of commercial attrac- To coordinate private sector pro- will also enhance the desirability tions is for the many roadside motional materials recognize that: of the area for convention orga- produce stands that line Apple ➤ This problem of coordinating nizers and tour operators. This Blossom Drive. Few scenic or promotional materials is not will increase the likelihood that recreational attractions are listed. isolated to the public sector, semi-structured and structured Scenic attractions are limited to however. Numerous travel guides tourists will visit the area. identifying good views of the are produced by the private sec- river. Those recreational attrac- tor for this destination area. ➤ If popular, consider adding tions listed are primarily related The Mississippi Valley Guide cabins to state park campgrounds. to camping, some to fishing. Magazine is produced by The The booklet is similar but pro- Buyer Ex-Press Shopping Guide ➤ Add bicycle camping at vides more detailed information. in La Crosse; the Best of the Frontenac State Park. It is not free and is sold through Mississippi is produced by the Mn/DOT, MOT, Travel Information Winona Daily News; and Applause: Promotional Strategies Centers, and private retailers. Arts and Entertainment of the Travel Aids River Region is produced by Currently there are several ➤ The Minnesota Department of the publisher of the Red Wing different groups with varied promo- Natural Resources has several Republican Eagle. Obviously, tional strategies, geared to getting promotional and informational there is a significant market for people to visit the Mississippi Bluff pieces including PRIM (Public tourist information that each Country Destination Area. Their Recreation Information Map) publication finds it profitable efforts are not coordinated. Maps, Mississippi Canoe Route to produce its own publication. Coordinating promotions would Maps, and individual maps for Red Wing’s and Winona’s publi- increase the effectiveness of each each state park. It also has a cations have the most complete promotion and the perception that boat access map for the whole and thorough information on the Mississippi Bluffs is a desirable state. The information is good their respective communities destination for tourists. but again, limited, reflecting providing details about public only those resources that the and private attractions. Both Public Sector Promotional agency by law manages. have limited information on Materials the other anchor community. To coordinate public sector ➤ Other agencies review their pro- Generally, the Red Wing publica- 7 promotional materials have: motional material. Similar cri- tion provides information about 65 Great River Road Development Study communities downstream to ➤ Verifying the existence and ade- ➤ Creating a Great River Road Wabasha. The Winona publica- quate condition of Great River Mississippi Bluffs Destination tion generally provides inform- Road route, directional, and Area map for public distribution ation about communities mileage makers each spring through agencies and private upstream to Wabasha. The prior to Memorial Day and the venues throughout the region. La Crosse publication covers beginning of the tourist season. This would include Tourist both Minnesota and Wisconsin Information Centers, state communities. It is probably the ➤ To avoid disappointing tourists, parks, regional bicycle shops, most even-handed and gives post notice of closures (season lodging accommodations, and reasonable detailed information or days of the week) on the car rental agencies. on attractions. Nonetheless the brown information signs that information is general and direct tourists to attractions if ➤ Promote use of winter visitation except for advertising, lacks the attraction is not open daily on local snow mobile trails articles on commercial attrac- throughout the year. highlighting attractions along tions and a calendar of events. the river that remain open in Applause is published monthly, Those strategies that could be the winter. the others are published quarterly implemented by DNR include: by season. Compiling pertinent ➤ Selling discounted daily or ➤ Use outdoor amphitheaters, information into a single publi- weekly passes at hotels for trips adjacent to the river for local cation is probably not practical. to Frontenac and Great River dance, theater, and music But coordinating their looks, Bluffs State Parks. This would productions. defining their geographic areas, give the hotel owners another and what their editorial content local attraction to include in ➤ Expand promotion of heritage may be in tourist’s and the their vacation packages and the walking trail. destination area's best interest. DNR with extra revenue. ➤ Use local accommodations and Creating New Marketing Materials ➤ Promoting bicycling on the restaurants to promote local ➤ The cartoon maps that found in Great River Road between the tourist attractions, such as a the recent issues of these publi- two state parks. using illustrative standard cations provide a tourist with restaurant placemap. an excellent overview of the ➤ Developing (or encouraging the destination area. Developing a private development of) canoe ➤ Develop and promote annual similar map and using it for and bicycle rental and retrieval conferences about migratory place mats in local restaurants services between the two state birds or other watchable would be a simple way of mar- parks. wildlife. keting the valley as a single destination area. Those strategies that could be ➤ Develop package tours for the implemented by tourist promotion structured tourist. ➤ Distributing Great River Road organizations: Mississippi Bluffs map illustrating ➤ Exploit nationally and interna- the Mississippi Bluffs Destination tionally the publicity that will Area to tourists where they stay follows the Grumpy Old Men overnight, at hotels, at a B&B, movie series. or at the two state parks. ➤ Promote Winona as a destination Agency Strategies for private aviators. Red Wing Several strategies could be as a Metro-reliver. implemented by state agencies. Those that could be implemented ➤ Assist Red Wing and Winona in by Mn/DOT include: developing Train/Drive packages. 7 66 Great River Road Development Study Section 8 ➤ National commissions and federal State Organization agencies, such as: Many of the stakeholders previ- Implementation • Army Corps of Engineers ously listed have been represented Program • Fish and Wildlife Service on the existing organization that • National Park Service develops and promotes the Great • U.S. Forest Service River Road, the Mississippi River his final section sets • Mississippi River Trail Parkway Commission. Many others forth recommendations are represented on the existing for expanding tourism and T ➤ Tribal Councils Great River Road Development Study advancing community development Advisory Committee guiding the along the Great River Road. While ➤ Local Units of Government development of this plan. some recommendations address imple- • Counties It is the suggestion of the Study menting specific initiatives, others • Municipalities Team that the new statewide stew- propose establishing policies and prac- • Watershed Management ardship organization be initiated by tices to help set priorities and make Organizations reformulating the Mississippi River investment decisions in the future. Parkway Commission (MRPC). It is ➤ Associations suggested that the when legislation Stewarding the Future • Convention and Visitor reauthorizing the MRPC is presented Over the years, a variety of public Bureaus at an upcoming legislative session, and non-profit organizations have • Chambers of Commerce that the MRPC be reconstituted and assumed responsibility for stewarding • Homeowner Associations given the authority and resources to the Great River Road in Minnesota • Business Associations implement this plan. In particular, including the Mississippi River Parkway • River Interest Groups it is recommended that the Commission (MRPC) and the Minne- • Recreational Interest Groups Commissioners (or a high ranking sota Department of Transportation agency staff member) of Economic (Mn/DOT). For the Great River Road to Organizational Structure Development, Transportation, Natural attract tourists to Minnesota, however, To be effective, stewardship Resources, and the Director the an organization needs to direct its must be local and statewide. Historical Society be made the core development and ensure continuity, Therefore, it is recommended that of the commission and charged with particularly in regard to marketing stewardship occur at both the local implementing the recommendations activities. This organization must have and state levels. of this report and providing assis- the resources—funding, staffing, and tance to communities seeking to clout—necessary to implement this Local Organization develop tourism along the Mississippi plan and guide ongoing Great River A local stewardship organization River and the Great River Road. It Road Initiatives. needs to be formed for each Destina- is recommended that a local repre- tion Area. It would be a microcosm sentative involved in tourism devel- Interests of the state organization, except it opment from each of the Destination The stewardship organization would more accurately reflect local Areas be placed on the board by the must weave together the diverse interests. It would weave together Governor and confirmed by the State interests of a wide array of stake- tourism promotion and community Legislature to better foster local holders including: development efforts focused on the stewardship of the Byway. To ensure ➤ Minnesota state commissions, Great River Road. The local steward- legislative involvement, it is recom- councils, and agencies, such as: ship organization would provide mended that the commission also • Mississippi River Parkway direction for capital improvements. include four at-large members from Commission It would create marketing plans and the state legislature, (two from the • Department of Transportation materials. A representative from the House and two from the Senate) • Office of Tourism local stewardship organization would whose districts include or are • Department of Natural Resources attend the state meetings and act bounded by the Mississippi River. • Minnesota Historical Society as a conduit for coordinating the It may be useful for the MRPC • Minnesota Indian Affairs Council marketing and development of the to attain status as a 501(c)3 not-for- • Mississippi Headwaters Board Great River Road. profit or public-benefit corporation 8 1 Great River Road Development Study to enable it to attain grants from and implement an equitable Product Development foundations and donations from reality-based funding system Product development focuses on concerned individuals. ways to enhance the existing package ➤ Support those who provide Deciding on a name for this of attractions along the Great River statewide stewardship organization services that improve the Road, including facilitating the may prove difficult. Adopting the region’s ability to cater to introduction of new attractions current name– Mississippi River tourists and increase cost that can draw additional visitors Parkway Commission– may be the efficiency or extend lengths of stay. This is most expedient solution. The Study essentially a process of community Team, however, recommends that ➤ Create a graphic system of development. Enhancements that the name be changed to the regional tourism maps and signage are undertaken for the development Mississippi Heritage Byway (wayside and wayfinding) for of tourism must fit with the vision Commission of Minnesota. (Such a implementation by local entities. the community has for itself. Some name change would be the first step of these recommendations pertain in changing the name of the Great ➤ Implement this Plan to the entire region while others River Road itself. The name would promote specific initiatives. New be intuitive to both commissioners As the Great River Road develops attraction development, as well as and the tourists using the route.) and matures as a destination, the expansion of existing attractions, Nonetheless, for this report, the stewardship organization’s responsi- will be supported by development of statewide body will continue to be bilities will also include: ➤ referred to as the Mississippi River Support the coordination of appropriate infrastructure, signage, Parkway Commission or MRPC. tourism product development and marketing activities. by MOT In general, the MRPC should Organizational Purpose provide technical assistance to Great ➤ Support regional marketing and River Road communities, within the Ultimately the MRPC should promotion of the Great River established destination areas. Assist- become a key regional player by Road experience ance could occur in the development virtue of its willingness to: of tourism products, organizing special ➤ Capitalize on the Great River ➤ Advance the cause of Great River events, fostering community devel- Road’s opportunities vis-a-vis Road tourism at the state level opment and placemaking, improving tourism development, marketing tourist services, and supporting local and wise economic growth. ➤ Identify sources of funding for and regional promotional efforts. itself and its partners ➤ Coordinate activities and facilitate communication among public ➤ Facilitate Development Cultivate regional communication of Tourism Products sector and private sector players and coordination on tourism Help existing and planned com- in the regional tourism industry, matters creating fruitful partnerships. mercial attractions expand their facil- ➤ Work with Great River Road ities by providing access to technical ➤ Provide a regional voice for communities to improve local assistance, e.g. via workshops and tourism and the state and local services and amenities that bene- seminars on such subjects as: levels on behalf of area public, fit residents and visitors alike • Interpretation and private and non-profit entities Exhibit Design serving visitors. ➤ Provide technical assistance or • Marketing facilitate access to appropriate • Potential Partnering ➤ Provide visitor products and resources, including financial Opportunities community development services assistance that are not now available and/ Provide assistance to communities or that can be furnished more ➤ Obtain funding from federal, organizing special events, e.g., by effectively on a regional basis. state, corporate, private, and facilitating efforts to: • Identify potential local foundation sources to advance 8 ➤ Create a membership structure the Great River Road themes and resources 2 Great River Road Development Study • Maintain calendar for intra- • Enhancing the efforts of part- which may entice tourism travel regional coordination ners to increase the type and into communities along the Great • Create logistics manual quality of things to see and do River Road. Finally, this initiative • Identify and maintain shared • Developing a broad constituency is cost-efficient, requiring devotion resources, e.g., tents for recreational and heritage of staff time but little in the way • Negotiate joint service tourism of capital investment. provision, e.g., insurance • Establish productive partner- • Advise on contracting and ships with entities from the Information procurement issues public sector (federal, state The network of roadway linkages and local), the private sector across the Great River Road will Further placemaking activity, (existing attractions and offer little assistance to visitors including historic preservation and hospitality providers) and unless a consistent and distinguish- downtown revitalization by: the non-profit realm able system of signage is available • Provide grantsmanship • Attracting additional market to guide these tourists to area assistance niches attractions. A regional approach to • Identify sources of matching • Reinforcing the Great River signage is crucial to welcome visitors, funds Road’s identity notify them of opportunities within • Promote and explain tax credits • Furthering regional marketing the region, and provide direction • Make explicit tourism/commu- goals and guidance for their travel within nity character link and help • Promoting the Great River the region. Some existing signs for communities articulate visions Road experience to residents spurs, amenities, and state routes • Advocate built environment- as well as visitors, thereby may be sacrificed to implement this enhancing land use controls encouraging them to explore program. These sacrifices are pro- and regulations, e.g., signage the region and spend money posed with the strong belief that ordinances and zoning at home. identifying and promoting the entire • Promote other community region will produce benefits which improvements that contribute Work to increase tourism funding may be greater than the benefits to sense of place, e.g., public for the region by: accruing to the existing individual arts projects • Support regional marketing attractions. Funding for a new Master and promotional efforts Signage Program as outlined below Improve provision of tourist ser- • Link with other tourism pro- must be secured and support for the vices by attractions and commercial motion agencies to facilitate overall program galvanized at each establishments by: cooperative and other regional level of government. • Support hospitality and marketing activities, e.g., A signage summit is proposed to merchandising training establish and maintain a web consolidate regional support for the • Institute awards program to site and coordinate fam tours concepts and details proposed. With provide regional role models and travel writer visits. this political support and funding • Link to existing resources for • Completing the development secured, another piece of the infor- entrepreneur/small business of a Corridor Management mation network can be created (i.e. training Plan for the Great River Road guidance, directional and identifica- • Identify missing links and Scenic Byway and applying for tion signs that assist travelers in potential providers National Scenic Byway status. finding attractions). • Support marketing/promotions The Master Signage Program training Ensuring that the Great River should address installing Great River • Implement regional trivia contests Road reaps the benefits available Road kiosks at the anchors of each • Coordinate peer support groups through TEA-21 and other federal destination area. These kiosks would scenic byway funding programs identify the destination area, major Work with interpretive partners represents an important short-term and minor attractions, and recrea- and demonstration communities to priority for the stewardship organi- tional and travel services available in enhance the presentation of the zation. The designation creates the vicinity. As previously discussed regional story by: interest for interstate travelers new route markers, with punchier 8 3 Great River Road Development Study graphics, should be utilized not sources for marketing, and maintain potential travelers or distributed at only on the roadway but on inter- a lean yet highly focused business- visitor welcome centers along major secting trunk highways, scenic like approach to promoting tourism. traffic arteries prove effective in byways, and well-traveled county The MRPC needs to nurture strong influencing travel behavior. While roads. The program should also working partnerships with all state, brochures distributed at welcome include the development of a regional and local tourism promotion centers may influence travelers to mileage marker systems to support agencies in order to pursue such spend more or alter the places they attractions and services available strategic initiatives as developing a visit, they do not motivate visitors to the tourist. Mileage markers regional web site strategy, brochures, to extend their stays. Consequently, would assist tourists in staying and kiosks. it is important to reach travelers on the byway while enhancing the both prior to their trip planning ability of attractions to market their Web Site process as well as during their location. The program could also A web site for the Great River trip as they visit or pass through include the identification of private Road should reflect the individual a particular area. and public Great River Road Individual destination area, its position in Multiple product brochures attractions and services would become the marketplace, and allow for easy carry the advantage of shared cost members of the Signage Program access to individual attractions and for both production and distribution and thereby provide continuing information. A good database can of literature. Distribution savings funding for new signs, maintenance significantly decrease distribution are particularly acute when direct and other improvements. costs because promotional messages mail is involved in promoting an The signage system initiative can be sent to highly qualified area. Providing more options with represents an enormous value-added prospects at very advantageous rates. a multiple product brochure can opportunity for the Great River Road The first step in this process is help generate more business for in the short term. It is recommended to understand just what kind of a individual products and the region that this be one of the first tasks by web presence the Great River Road as a whole. the newly reconstituted MRPC. enjoys now. What has the state incorporated into its web site? Kiosks Marketing And what individual attractions The development of interpretive Tourism is an industry. Conse- and businesses in the region have community kiosks provides interac- quently, it requires a business-like a site? How can these sites be tive devices linked to a database or approach to marketing, including linked together? From there a web-site which provide information correcting such significant deficiencies plan to enhance the area’s presence about attractions and hospitality as lack of funding and research, and on the Web can be developed, services. These have the advantage failure to coordinate and implement including how the MRPC needs to of being easily updated. They also programs designed to increase tourism advertise, work with partners, link allow the tourist to receive detailed and visitor spending. The modest to other sites and maneuver within information, including images of marketing spending, not only on the the growing league of large virtual prospective attractions and make State and Regional level, but also by travel agencies. To be effective the reservations on-line. local attractions, has put the tourism website must incorporate the services The MRPC should involve business at a serious competitive provided by the private sector that experts from the Minnesota Office disadvantage. This disadvantage will a traveler on the Great River Road of Tourism to determine if this only intensify in the future as more would utilize. would be an effective method for and more destinations—locally, promoting tourism along the Great nationally and internationally— Brochure River Road. If electronic kiosks are increase the spending and sophistica- Another effective strategy is not practical, standard informational tion behind their marketing efforts. to expand the development and kiosks would be sufficient. To assist The Great River Road can com- distribution of regional brochures. in wayfinding and branding, the pete effectively on the national and Great River Road information kiosks should be designed as a even international stage. However, should be incorporated into exist- complementary set regardless to do so it must receive additional ing brochures for communities and of which technology is used to 8 State support, devise its own funding attractions. Brochures mailed to display information. 4 Great River Road Development Study Cooperative Advertising generalized and augmented to 25 miles of the 450 mile Great Increasing the use of cooperative include the interests of those River Road is not paved. Paving advertising/marketing materials destination areas that were not the remaining unpaved segments develops and promotes value oriented examined in detail as demonstration should be a primary goal of the travel packages for tourists. Travelers areas. The Study Team makes the MRPC and the two affected will purchase well-conceived pro- following suggestions for the MRPC destination areas. motional packages and even change and the local stewardship organiza- plans and stay longer as a result. tions to pursue: ➤ Create a system of unique The private sector should be respon- mileage markers. sible for development of packages ➤ Pave all remaining unpaved A mileage marker system that enhance the area’s position, segments. unique to the Great River Road and the MRPC should serve as a Unpaved segments in the would assist the tourist in stay- facilitator in the packaging and Mississippi Headwaters and ing on the route. This is espe- marketing process. Mississippi Mines destination cially important since the fear areas degrade the whole system. of becoming lost is one of the Public Relations It is imperative that the expec major reasons tourists avoid a Expanding public relations tations of a tourist are met particular destination. Currently, activities to develop and promote along the whole designated it is very difficult to follow the newsworthy events and stories will route. Tourists are increasingly route, even with a map and enhance the positioning of the sophisticated and familiar with knowledge of where the road Great River Road region. other national byways that are goes. A mileage marker system typically well-maintained and coupled with improved direc- paved. Unpaved roads are not tional signing at intersections Interpretation viewed favorably by most would greatly decrease any By helping direct and coordinate tourists, except for certain foreboding a tourist may have interpretation throughout the region, types of explorers. Touring toward traveling on the Great the MRPC can ensure that the pieces bicyclists especially dislike River Road. of the ‘story? hang together, that unpaved roadways. Approximately A system of unique mileage suitable places tell suitable parts of the story, and that endangered resources are preserved (including the potential to collect oral histories from the area’s senior residents). MILE MILE Moreover, such activities as writing MILE capsule histories of each village and town create an opportunity to form partnerships for future endeavors, from upgrading existing attractions MILE to encouraging collections donations. 1 1 1 In addition to furthering educational goals vis-a-vis residents and tourists, such activity also improves the 1 3 skills available at the local level, 3 3 for example, at small town historical societies. 3 1 1 Capital Improvements 1 Several suggestions for capital 1 improvements have been offered as part of the discussion of individual Mock-ups for unique Great River Road mileage markers. Such markers would make it easier demonstration areas. These can be for tourist to follow the road and find the attractions and services they are seeking. 8 5 Great River Road Development Study markers would also make it marketing strategy, would be called the Mississippi River Trail possible for local attractions the hub where several radiating (MRT) has promoted the concept and services to advertise their trips to various attractions and of creating a national trail along location as being on Mile “x” services scattered throughout the river. MRT has received of the Great River Road. Not the destination area would be federal support for its effort. only would this be useful to promoted. By using a hub and The Minnesota Department of the merchant it simultaneously spoke strategy, not all attrac- Natural Resources has supported increases the visibility of the tions would need to be on the the development of several trails, Great River Road to residents Great River Road, merely acces- particularly with the National Park and visitors. The value of the sible from the hub. This will Service (NPS) in the Twin Cities. markers would make it possible allow the route of the Great It is recommended that the for private interests in each River Road to simplified into MRPC, the local stewardship destination area to create guide- a spine that will connect the organizations, MRT, DNR, NPS, books based on the markers. anchor communities and and other agencies and organi- specifically, the anchor kiosks. zations work together to com- ➤ Create a system of gateway The anchor kiosks will act plete the system. Typically, kiosks in the anchors of each as gateways to visiting the this could be accomplished destination area. whole community. by paving the shoulder of the Design and construct a Great River Road or creating an unique Great River Road Gateway ➤ Complete the bicycle and off-road trail where traffic vol Kiosk in each anchor community. pedestrian trail parallel to umes make it unsafe to pedal Kiosks should be built, preferably the Mississippi River from on the highway. It is recom at a travel information center Lake Itasca to the Iowa border. mended that the state-aid 8- or other major attraction for It is unlikely that many foot shoulders standard not be tourists on the river in Itasca tourists would bicycle or hike applied if traffic volumes are State Park, Bemidji, Grand the whole route in one trip low and paving an 8-foot shoulder Rapids, Brainerd, Little Falls, from Lake Itasca to the Iowa would adversely impact visual St. Cloud, Minneapolis, St. Paul, border. In this, they are like quality or some other environ- Red Wing, and Winona. The exact their motorized brethren. mental or social value. location should be determined Nonetheless, bicyclists and by the local stewardship organi- pedestrians are requesting ➤ Assist local communities in zation. Adding kiosks in other improved facilities throughout developing their riverfronts. communities may be included the Mississippi River corridor. The Mississippi River and the as determined by the local Many improvements have been communities that grew along stewardship organization. completed. If these improve its banks are major attractions The kiosks would be designed ments could be linked, a com to a tourist. Redeveloping the to provide information on public plete system of trails paralleling riverfront provides a way for attractions along the Great River the river and linking various a community to conserve and Road. It would also incorporate attractions and services could share with tourists its natural information important to tourists be created. and cultural heritage. The such as advertisements for lodg- Twenty years ago, it was envi- authenticity and charm of old ing, restaurants, recreation, sioned that the Great River Road buildings, the commercial activity entertainment, and travel services would provide such an opportu- found in the river and the provided by the for-profit private nity. Much of the system was riverbanks, and the inspiring sector. Interpretive information paved with four foot shoulders natural landscape provide value about the natural history of which was considered adequate to residents and tourists. By the Mississippi River Valley for bicycling at the time. Unfor- improving access to the river, and the cultural heritage of tunately, as a modern bicycle renovating buildings, creating the river communities would facility, a four foot shoulder scenic lookouts, and developing also be included. is not considered sufficient. riverfront recreational facilities, The kiosk, as part of a general Recently, an organization a community naturally promotes 8 6 Great River Road Development Study travel to the Mississippi River, ➤ National Endowment for the land use and transportation the Great River Road, and every Humanities – Grants to individuals decisions. other river community through- and institutions support programs out Minnesota. for research in the humanities, ➤ Mississippi River Trail and the educational opportunities for Millennium Trails project – Funding teachers, preservation of texts designation of national, state The MRPC should maintain an and materials, museum exhibi- and community trails, develop- inventory of the myriad state and tions, media programs, and ment of pedestrian and bike federal programs that offer funding public discussion and study; paths, connecting people, their for qualified projects consistent also collaborative research land, their culture and their with its mandate and mission. In projects, fellowships, seminars, history. addition, public and private founda- and institutes. tions can often be tapped for fund- Conclusion ing; implementing a system for ➤ National Trust for Historic In its role as the Great River tracking these programs’ eligibility Preservation—Preservation Road’s voice for a regional approach guidelines, submission deadlines, Services Fund – consultant to tourism and community develop- matching provisions, and other services, feasibility studies, ment, the MRPC can provide value- requirements is the only way to and education. added services that enhance the preserve the utility of this informa- existing menu of available financial tion for the MRPC, Great River Road ➤ Johanna Favrot Fund for and technical assistance. Its role communities and their partners. In Historic Preservation – grants as a facilitator of new initiatives, addition, the MRPC can increase of $5,000-25,000 for activities partnership broker, information award probability by providing such as obtaining professional provider, and, moreover, keeper grantsmanship assistance on both services, producing marketing of a region-wide vision for heritage- a direct and indirect basis. In addition and communications materials, based revitalization and tourism, to State of Minnesota programs, the sponsoring conferences, and offers a means to sustainable commu- Stewardship Organization should implementing educational nity development that emphasizes track such funding sources as: programs. stewardship and respect for the region’s cultural and natural resources. ➤ United States Department of Agriculture – money available ➤ TEA-21 – Projects to protect for rural community facilities; and enhance the environment, funds for eco-tourism, marketing promote energy conservation, and tourism development in and improve quality of life; rural areas. scenic and historic preservation, community planning, improve- ➤ Department of Housing and ments to livability of communi- Urban Development – funds for ties: social cohesion, physical capital projects as part of the connections, urban design and Canal Corridor Initiative potential for growth; coordinating

8 7 Great River Road Development Study Great River Road ISITOR Survey

hank you for agreeing to be part of the Great River Road study sponsored by the Minnesota Department of Transportation. You are one of only a select number that have received this questionnaire. Your responses are critical to the study’s success. The questionnaire should take approximately 15 minutes to complete. It is important that the person receiving this questionnaire is the one that fills it out. Please complete the questionnaire this evening and place it in the provided envelope and mail (no postage required!). Your responses are confidential. The number in the upper corner of the questionnaire identifies the road segment where you were contacted. There is no way we can connect the completed questionnaire to you. Thank you for taking the time to help us. Responses to this questionnaire will be used to improve visitor services along the entire length of the Great River Road in Minnesota. By completing the questionnaire and mailing it back promptly you will help decide what needs to be done to make your travel experience in Minnesota more enjoyable.

SECTION 1 The questions in this section are intended to provide general information about your trip. 1. Please circle the symbol that you believe represents the official designation for the Great River Road.

2. Are you now, have you been, or will you be more than 100 miles away from home on this trip? ❏ YES ❏ NO 3. What is the main purpose of your trip? ❏ BUSINESS ❏ PLEASURE ❏ BOTH 4. Please write in the name of the nearest city or town where you are spending the night. ______5. Have you ever traveled to the area before where you were presented with this questionnaire? ❏ YES (if yes how many times ______) ❏ NO 6. What is the length of this trip in days? ______(number of days) 7. When did you begin to plan for this trip? ❏ WITHIN THE LAST WEEK ❏ WITHIN THE LAST 6 MONTHS ❏ WITHIN THE LAST MONTH ❏ MORE THAN 6 MONTHS AGO 8. Do you belong to an automobile club? ❏ YES ❏ NO 9. Did you use the services of an automobile club (even if you are not a member) to help plan your route for this trip? ❏ YES ❏ NO 10. Did you use the services of the Minnesota Office of Tourism when planning for this trip? ❏ YES ❏ NO 11. To explore the Mississippi River in Minnesota I would be willing to drive (check one): ❏ LESS THAN A DAY ❏ ONE WEEK ❏ ONE DAY ❏ TWO OR MORE WEEKS ❏ ONE WEEKEND 12. To maintain interest while traveling the on the Great River Road I would tolerate losing sight of the Mississippi River for no more than (check one): ❏ 5 MINUTES ❏ 45 MINUTES ❏ 15 MINUTES ❏ ONE HOUR ❏ 30 MINUTES ❏ MORE THAN ONE HOUR

SECTION 2 Questions in this section are intended to provide information on the types of activities preferred by visitors to Minnesota. 13. Please check all the activities engaged in today (note it is important to check only those actually engaged in TODAY even if they are not your favorite activities) ❏ BICYCLING ❏ CAMPING ❏ GAMBLING ❏ HIKING/WALKING ❏ CANOEING ❏ BIRD-WATCHING ❏ SWIMMING ❏ VISITING SCENIC OVERLOOKS ❏ VISITING HISTORIC SITES ❏ FISHING ❏ READING INTERPRETIVE MARKERS ❏ BOATING ❏ HUNTING ❏ GOLFING ❏ IN-LINE SKATING ❏ DRIVING FOR PLEASURE ❏ SHOPPING/ANTIQUING ❏ VISITING FRIENDS & FAMILY ❏ OTHER (please list ) ______14. Of the above activities please list the three you like to do the most. ______15. Do you ever simply drive for pleasure? ❏ YES ❏ NO (please go to question 17) 16. When driving for pleasure most of my trips will be approximately ❏ 30 MINUTES OR LESS ❏ MORE THAN 2 HOURS TO 4 HOURS ❏ MORE THAN 30 MINUTES TO 1 HOUR ❏ MORE THAN 4 HOURS ❏ MORE THAN 1 HOUR TO 2 HOURS

Section 3 Questions in this section are intended to identify visitor preferences for a variety of travel related services, activities or experiences. Please answer the questions by circling the number in the column next to each question, using the scale below, that best describes your feeling toward the statement. Completely Agree Neither Agree Disagree Completely Agree nor Disagree Disagree 1 2345 1 2 3 4 5 17. When traveling by highway I enjoy the drive/ride. 1 2 3 4 5 18. I always take the most direct route to my destination. 1 2 3 4 5 19. On the way to my destination the only time I stop is for food, gas/oil, or a bathroom break. 1 2 3 4 5 20. When I reach my destination I prefer to park the car and only use it for necessary travel (e.g. groceries). 1 2 3 4 5 21. When possible I choose the slower, more scenic route to my final destination rather than the faster more direct route. Completely Agree Neither Agree Disagree Completely Agree nor Disagree Disagree 1 2345 1 2 3 4 5 22. I prefer to travel at a high rate of speed provided the roadway is safe. 1 2 3 4 5 23. While traveling, billboards are an important way to find out about the services and activities available to me. 1 2 3 4 5 24. While driving I prefer to listen to local or talk news radio which provides me with some interesting information about the area I am driving through. 1 2 3 4 5 25. I wish there were more restaurants near the highway. 1 2 3 4 5 26. I wish the food was better at the restaurants found along the highway. 1 2 3 4 5 27. I often stop at historical sites to find out more about the history of the area I am passing through. 1 2 3 4 5 28. For me to enjoy the drive I want a natural scenic highway corridor free of unnecessary commercial activity (e.g. businesses, billboards etc.) 1 2 3 4 5 29. I often stop at national museums or historical sites along my route. 1 2 3 4 5 30. I often stop at state museums or historical sites along my route. 1 2 3 4 5 31. I often stop at local museums or historical sites along my route. 1 2 3 4 5 32. Interpretive signs along a highway are useful ways for me to learn more about the historical and natural history of the area I am passing through. 1 2 3 4 5 33. I do not enjoy driving. 1 2 3 4 5 34. I don’t care what a road is called as long as it is fast and safe. 1 2 3 4 5 35. If a road is designated as a scenic highway I will choose it even if it means increasing the amount of time it takes me to get to my destination. 1 2 3 4 5 36. I am interested in the activities available to me at the destination not the activities available to me along the way. 1 2 3 4 5 37. Secondary highways should be designed to make trips slower and more scenic. 1 2 3 4 5 38. Before leaving home, I collect information about the area I will be traveling through. 1 2 3 4 5 39. When staying at commercial lodging establishments I make travel reservations at least 24 hours in advance to ensure that I will have a place to spend the night. 1 2 3 4 5 40. I prefer to fly rather than drive to my destination. 1 2 3 4 5 41. When driving in unfamiliar areas I choose secondary routes to find out more about the area’s resources, activities, people etc. 1 2 3 4 5 42. I consider myself to be an outdoors type person. 1 2 3 4 5 43. Once I arrive at my destination I drive for pleasure in the local area. 1 2 3 4 5 44. Highway taxes should be used to create and manage more scenic highways. 1 2 3 4 5 45. I consider driving with family and friends to be an enjoyable experience. 1 2 3 4 5 46. Before leaving home I use the Internet to find out more about areas I will be passing through. 1 2 3 4 5 47. Before leaving home I use the Internet to find out more about the destination I will be visiting. 1 2 3 4 5 48. Viewing wildlife in their natural environment is an important part of the driving experience. 1 2 3 4 5 49. I stop to read interpretive signs located along the road when traveling 1 2 3 4 5 50. I never drive for pleasure. 1 2 3 4 5 51. When in unfamiliar territory I avoid driving in urban areas. 1 2 3 4 5 52. Scenic highways are a safety hazard as too many people are distracted by the scenery and do not pay attention to their driving. 1 2 3 4 5 53. Small, local historic sites are more interesting than national sites. 1 2 3 4 5 54. I find small towns located on secondary highways to be more of a pleasure than a nuisance. 1 2 3 4 5 55. The Mississippi River is one of the most polluted in the nation. 1 2 3 4 5 56. I consider myself a history buff. 1 2 3 4 5 57. Minnesota people are nice and helpful. 1 2 3 4 5 58. Some day I hope to drive the entire length of the Mississippi River. 1 2 3 4 5 59. I would make use of a website that provided a detailed look at the activities or attractions found along a highway route. Completely Agree Neither Agree Disagree Completely Agree nor Disagree Disagree 1 2 3 4 5 1 2 3 4 5 60. Highways that are designed with turnouts for scenic vistas or historical sites pose no safety threat. 1 2 3 4 5 61. I would go out of my way when driving if it meant that the chances of seeing a threatened or endangered species was high. 1 2 3 4 5 62. Communities with historic attractions should be linked by some type of highway system. 1 2 3 4 5 63. During my trips I will often stop spontaneously to engage in some activity (e.g. golf, bird-watching, shopping, etc. ) along the way. 1 2 3 4 5 64. Industrial tours are of interest to me. 1 2 3 4 5 65. When vacationing I stop at a road side rest or Travel Information Center to find out more about the area. 1 2 3 4 5 66. I would use an audio tape tour to find out more about an area I am traveling through. 1 2 3 4 5 67. I would use an interpretive brochure/map that locates points of interest by mile marker or numbered sites to find out more about an area I am traveling through.

SECTION 4 This section deals with expenditure information. Please record the total number of dollars your group (the total number of people in the vehicle) spent in each category during the last 24 HOURS. 68. Within the last 24 hours my group spent: $ ______LODGING $ ______FOOD $ ______GAS/OIL $ ______ENTERTAINMENT (includes gambling) $ ______SHOPPING (gifts, clothes, handicrafts etc) $ ______OUTFITTING/BAIT $ ______OTHER (please list ______) 69. How many people, including yourself, are traveling with you in one vehicle? ______70. Of the total in the question above how many are 19 years old or older? ______

SECTION 5 This last section asks for demographic information so that we can better understand who is using the highways in this area. Please make sure you complete all questions and remember your answers are strictly confidential. 71. How many people, including yourself, are in your household? ______72. Of the total in the question above how many are 19 years old or older? ______Thank you for taking 73. What is your age? the time to complete ______YEARS this questionnaire. 74. What is your gender? ❏ MALE Please seal it in the ❏ FEMALE enclosed, postage-paid 75. What is your total household income (round off to the nearest $1,000)? envelope and mail it $______as soon as possible. 76. What is your Zip Code? ______Acknowledgments

The Great River Road Development Study involved scores of dedicated people serving in various capacities. Many volunteered their knowledge and time primarily because they loved the Mississippi River and the Great River Road. In particular, the effort was guided by the unflagging assistance from a talented Advisory Committee. Without the guidance and insight provided by the Advisory Committee, this study would not have reached its final scope or resulted in anything other than predictable pedestrian musings. By keeping the study focused on the river and the tourist, the Advisory Committee has created a document that will serve as a blueprint for people and organizations trying to improve the experience of a tourist and enhance the quality of life of those people who call the Mississippi River valley their home. For all of their talented assistance, grateful acknowledgment is made to the following individuals:

Mr. Bob Brown, State Aid Engineer, Metro Division, Minnesota Department of Transportation, Roseville

Mr. Craig Collison, Transportation Planner, Northwest Transportation District, Minnesota Department of Transportation, Bemidji

Mr. John Edman, Executive Director, Mississippi Parkway Commission of Minnesota, Minneapolis

Mr. Dennis Erickson, Construction and Operations Division, St. Paul District, United States Army Corps of Engineers, St. Paul

Mr. Ron Erickson, Educational Programs Manager, Mississippi National River and Recreation Area, National Park Service, United States Department of the Interior, Minneapolis

Mr. Andy Golfis, Secretary, Mississippi Parkway Commission of Minnesota, St. Paul

Mr. Dick Haskett, Assistant Director of Tourism, Minnesota Office of Tourism, Department of Trade and Economic Development, St. Paul

Mr. David Kelliher, Legislative Liaison, Minnesota Historical Society, St. Paul

Ms. Sue McDonald, Director of Interpretive Programs, Minnesota Valley National Wildlife Refuge, United States Fish and Wildlife Services, United States Department of the Interior, Bloomington

Mr. Bob Mayhew, P.E., Project Manager, District 6, Minnesota Department of Transportation, Rochester

Mr. Marvin Moriarty, Deputy Regional Director, United States Fish and Wildlife Services, United States Department of the Interior, Bloomington

Mr. Jim Pederson, Legislative Liaison, Minnesota Historical Society, St. Paul

Mr. Dan Ray, Program Officer, The McKnight Foundation, Minneapolis Acknowledgements

Mrs. Margaret Sherman, former Board Member, Mississippi Headwaters Board, Palisade

Mr. John Strohkirch, Development and Acquisition Manager, Parks and Recreation Division, Minnesota Department of Natural Resources, St. Paul

Mr. Steve Voss, Transportation Planner, District 3, Minnesota Department of Transportation, Baxter

Great River Road Development Study This Great River Road Development Study was instigated and directed by three dedicated employees of the State of Minnesota:

Mr. Dennis Adams, Unit Chief, Environmental Studies Unit, Office of Environmental Services, Minnesota Department of Transportation, St. Paul

Ms. Allyson Brooks, Historian, Cultural Resources Unit, Office of Technical Support, Minnesota Department of Transportation

Ms. Carol Zoff Pelton, Project Manager, Landscape Unit, Office of Environmental Services, Minnesota Department of Transportation, St. Paul

The Great River Road Development Study was conducted by a team of consultants including:

Economics Research Associates, Inc. Elaine Carmichael, Lead Economist David Versel, Assistant Economist

Gartner Consulting Bill Gartner, Lead Investigator and Analyst

Short Elliott Hendrickson Inc. Veronica Anderson, Lead Resource Investigator and Administrative Assistant Becky Blue, Lead GIS Analyst Gus Blumer, Resource Investigator Dan Carlson, GIS Technician Craig Churchward, Project Manager Wendi Conley, Word Processing Brad Digre, GIS Technician Sue Herlund, Word Processing Jennifer Kunz, Graphic Designer Candis Nord-Sheptak, Planning Graphics Designer Michelle Pelvit, Administrative Assistant Tammy Orf, Database Administration Tricia Rezin, Graphic Designer Mark Salzman, Urban Designer April Warwick, Lead Graphic Designer

The 106 Group Anne Ketz, Project Advisor David Ketz, Project Manager Andrew Schmidt, Lead Cultural Resource Investigator Acknowledgements

All photographs, unless noted otherwise, are by Craig Churchward or Andrew Schmidt. Text is by Craig Churchward, except the discussions of cultural resources in the four demonstration areas found in Section 7 which are by Andrew Schmidt or the economic development discussions in Sections 5, 6, and 8 which are by Elaine Carmichael and David Versel. Veronica Anderson was instrumental in keeping the project moving ahead and Becky Blue doggedly developed the GIS database. April Warwick developed the graphic format and laid out the entire report.

Great River Road Development Study Several communities, agencies, or organizations sponsored open houses or provided valuable assistance. The study team appreciates the welcome and information they received from International Falls, Itasca State Park, Mississippi River Headwaters Board, Bemidji, Schoolcraft State Park, the Forest History Center, Grand Rapids, Brainerd, Crow Wing Historical Society, Little Falls, Charles Lindbergh Historical Site, Charles A. Weyerhauser Memorial Museum, Camp Ripley, St. Cloud, Breckenridge Chapter of the Izaak Walton League, St. Anthony Lock and Dam, Historic Fort Snelling, St. Paul, Red Wing, and Winona.

This work is a direct result of the vision, dedication, and enthusiasm of Carol Zoff Pelton. Acknowledgements

Great River Road Development Study