Forumjournal Winter 2010 | Vol

ForumJournal winter 2010 | Vol. 24 No. 2

Heritage–Based Rural Development Funding for this issue of Forum Journal was provided by the W.K. Kellogg Foundation, the major funder of the National Trust’s Rural Heritage Development Initiative from 2005 through 2009. The W.K. Kellogg Foundation supports children, families, and communities as they strengthen and create conditions that propel vulnerable children to achieve success as individuals and as contributors to the larger community and society.

The National Trust for Historic Preservation (www.PreservationNation.org) is a non-profit membership organization bringing people together to protect, enhance and enjoy the places that matter to them. By saving the places where great moments from history—and the important moments of everyday life—took place, the National Trust for Historic Preservation helps revitalize neighborhoods and communities, spark economic development and promote environmental sustainability. With headquarters in Washington, DC, eight regional and field offices, 29 historic sites, and partner organizations in 50 states, territories, and the District of Columbia, the National Trust for Historic Preservation provides leadership, education, advocacy and resources to a national network of people, organizations and local communities committed to saving places, connecting us to our history and collectively shaping the future of America’s stories. ForumJournal

National Trust Forum VALECIA CRISAFULLI Acting Vice President, Programs Elizabeth Byrd Wood Editor Kerri Rubman Assistant Editor James Lindberg Guest Editor nicole vann Business Manager

National Trust For Historic Preservation Richard Moe President David J. Brown Executive Vice President VALECIA CRISAFULLI Acting Vice President, Programs Greg A. Coble Vice President, Business and Finance David Cooper Vice President, Development Paul Edmondson Vice President and General Counsel Lauri Michel Vice President for Community Revitalization Dolores McDonagh Vice President, Membership James Vaughan Vice President, Stewardship of Historic Sites Emily Wadhams Vice President, Public Policy Tabitha Almquist Chief of Staff and Executive Director for Media Relations

National Trust Forum Advisory Board Paul Bruhn Preservation Trust of Vermont Pratt W. Cassity University of Georgia Alan Downer National Association of Tribal Historic Preservation Officers E. Renee Ingram African American Heritage Preservation Foundation, Inc. Bruce D. Judd, FAIA Architectural Resources Group Ann Mcglone National Alliance of Preservation Commissions David Mertz National Council for Preservation Education David Morgan Former Kentucky State Historic Preservation Officer Marcel Quimby National Trust Board of Advisors Nancy Miller Schamu National Conference of State Historic Preservation Officers Donna J. Seifert Society for Historical Archaeology John Simone Connecticut Main Street Center de Teel Patterson Tiller Goucher College

Forum Journal, a Journal of the National Trust for Historic Preservation, (ISSN 1536-1012) (USPS Publication Number 001-715) is published quarterly by the Center for Preservation Leadership at the National Trust for Historic Preservation, 1785 Massachusetts Avenue, N.W., Washington, D.C. 20036 as a benefit of National Trust Forum membership. Forum members also receive 12 issues of Forum News, and six issues of Preservation magazine. Annual dues are $115. Periodicals paid at Washington, D.C. Postmaster: Send address changes to National Trust Forum, 1785 Massachusetts Avenue, N.W., Washington, D.C. 20036. Copyright ©2010 National Trust for Historic Preservation in the United States. Printed in the United States. Of the total amount of base dues, $6.00 is for a subscription for Preservation magazine for one year. Support for the National Trust is provided by membership dues; endowment funds; individual, corporate, and foundation contributions; and grants from state and federal agencies. National Trust Forum Journal is a forum in which to express opinions, encourage debate, and convey information of importance and of general interest to Forum members of the National Trust. Inclusion of material or product references does not constitute an endorsement by the National Trust for Historic Preservation.

The National Trust for Historic Preservation is concerned about the responsible stewardship of the environment and has published this journal on Chorus Art Silk paper which is 50% recycled with 25% post consumer fiber. It is manufactured with non-polluting, wind generated energy and is FSC certified and supported by the Rainforest Alliance. 2 Winter 2010 ForumJournal Contents Winter 2010 | Vol. 24 No. 2

Protecting Our Rural Heritage senator blanche lincoln ...... 4

Heritage-Based Rural Development james lindberg ...... 9

Save a Place, Save a Story Jean A. Follett ...... 15

Telling the Untold Story: Branding in Rural Communities Randy Wilson and Ben Muldrow...... 24

Energizing Entrepreneurs—The Heart of Rural Heritage Development Deborah M. Markley...... 31

Arkansas Delta Byways: Connecting the Dots Ruth Hawkins...... 39

Innovative Programs Benefit Historic Places in the Rural Northeast Elizabeth Humstone...... 46

Once prominent “sentinels” of their communities, traditional grain elevators are rapidly disappearing from the landscape.

PHOTO by jean follett

ForumJournal Winter 2010 3 4 Winter 2010 ForumJournal Protecting Our Rural Heritage senator blanche lincoln

As a seventh-generation Arkansan and strategy to achieve sustainable develop- a native of Helena, I have always valued ment and create jobs in rural areas. the culture and heritage of my state. East- In my role as a United States Sena- ern Arkansas, in particular, is near and tor, I believe it is critical to help provide dear to my heart. resources and assistance for rural com- I grew up within walking distance munity development and job creation. of both sets of grandparents and neigh- In the last Congress, I sponsored a bill bors who were willing to lend a help- to improve the historic rehabilitation tax ing hand when times were tough. As a credit—the nation’s largest federal incen- young girl, I didn’t realize how much tive to promote the sustainable develop- these experiences would influence Preserving our rural heritage is a strategy to the person I have achieve sustainable development and create jobs in become. Rural rural areas. America’s strength lies in these types of experiences. They ment of America’s historic rural and urban are important fibers in the fabric of buildings and places. who we are. But unfortunately, they I reintroduced this measure with are rarely repeated in today’s world, Senator Olympia Snowe of Maine three for today’s generation. months ago because Arkansas has many I believe it’s critically important that cities and towns where underutilized we preserve our history and develop ven- historic buildings can have a greater role ues where both visitors to Arkansas and in spurring neighborhood reinvestment natives of our state can learn about past and in addressing the shortage of rural generations and cultures. affordable housing. The recent work of the National Trust Through the Community Restoration for Historic Preservation and its state and and Revitalization Act, I want to make local partners has shown how our rural sure that our citizens benefit from the heritage not only lives in our memories— tax credit’s job-creation and economic it is also an asset to build upon for our development potential. Many job oppor- future. Preserving our rural heritage is a tunities can be created through trade and manufacturing related to retrofitting and rehabilitating historic buildings. Built in 1912, the former Missouri Pacific train The bipartisan Community Restora- depot in Helena, Ark., was adaptively used to create an interpretive museum. tion and Revitalization Act will promote Photo by James Lindberg greater investment in commercial projects,

ForumJournal Winter 2010 5 Senator Blanche Lincoln of Arkansas talks with constituents during Fourth of July celebration in a local barbeque restaurant.

Photo courtesy of the Office of Senator Blanche Lincoln

particularly for Main Street businesses and community development in rural located in small towns and older neigh- regions. These two regions were selected borhoods where there is a critical need to receive assistance from the National for investment and revitalization. Since Trust, with funding provided by the W. it was first enacted in 1976, the Historic K. Kellogg Foundation. Each of these Rehabilitation Tax Credit has generated areas uses a regional approach to rural more than $50 billion in renovation and economic development that builds on geo- revitalization, and created thousands of graphic, historic, economic, and cultural jobs across the country. ties. Heritage-based rural development As chairman of the Senate Agriculture includes strategies such as conserving his- Committee, I know that strategic federal toric structures and landscapes, heritage programs can support and spark private tourism, entrepreneurial and small busi- initiatives and partnerships, ranging from ness development, education, and regional innovative food production to renewable branding and marketing. energy to sustainable rural development. As an Arkansas native, I am particu- The National Trust for Historic Pres- larly familiar with and proud of the work ervation’s recent pilot projects in rural that is underway in the Arkansas Delta regions of Arkansas and Kentucky have region, in collaboration with the Arkansas shown the promise of implementing a Delta Byways regional tourism promo- “heritage-based” approach to economic tion association and Dr. Ruth Hawkins

6 Winter 2010 ForumJournal at Arkansas State University. Employing strating that you don’t have to sacrifice your heritage tourism as a key economic devel- heritage and unique flavor to achieve rural opment strategy has proven successful at economic and community development. attracting visitors, dollars, and additional This is an important time for rural related investments in small towns and communities. Many creative people and rural communities across the region—for organizations are working hard to build example, the development of an Arkansas stronger, more sustainable rural economies. Delta Music Trail, www.deltabyways.com; The federal government can play a role in the Southern Tenant Farmers Museum in supporting these efforts, by removing barri- Tyronza, http://stfm.astate.edu; and the ers and providing incentives. Hemingway-Pfeiffer Museum and Educa- I am pleased to know that preservation tional Center in Piggott, http://hemingway. advocates around the country are working astate.edu. Through initiatives such as hard to preserve our nation’s rural heritage Arkansas DeltaMade, www.arkansasdel- and helping to foster sustainable rural tamade.com, this program is also sup- economic development. I look forward to porting entrepreneurs and growing local working together with you. FJ businesses in the region. U.S. Senator Blanche Lincoln became the Similar work is underway in the central first Arkansan to serve as Chairman of the U.S. Kentucky region, where the National Trust Senate Committee on Agriculture, Nutrition, and Forestry in September of 2009. As Chairman, has been working with state and local part- she provides Arkansans a strong voice in Wash- ners. The work in these regions is demon- ington on issues important to rural communities.

More than a dozen new businesses have opened in Main Street communities since the launch of the Arkansas Delta Made program, which markets and supports entrepreneurs who feature products from the 15-county Arkansas Delta region.

Photo by James Lindberg

ForumJournal Winter 2010 7 8 Winter 2010 ForumJournal Heritage-Based Rural Development james Lindberg

recent New York Times article Building on Rural Assets reported that some 62 million But rural communities require more than people across the country are sentiment to survive and prosper. They currently trying to earn money need a sustainable economic base and the Aby running a farm. And the numbers are regular investment of human and financial increasing rapidly, up by more than 18 capital. In many rural regions, these items million in a recent month. What is going are in short supply. Across the country, the on? Is this the biggest “back to the farm” traditional rural economic sectors—agri- movement we have ever seen? Not exactly. culture, forestry, mining, and manufactur- The article is reporting on the number of ing—now employ far fewer people than people playing “FarmVille,” currently the they did just a decade ago. In response, most popular game on Facebook.1 Players many rural economic development and decide what virtual crops to plant, when community leaders are seeking fresh ideas. to harvest and sell, and how to work This hunger for new rural development strategies with their internet presents an opportunity for historic preservation. neighbors. (You can tell that FarmVille is a game because This hunger for new rural development every farm makes a profit. In reality, fewer strategies presents an opportunity for than a million people in the United States historic preservation. claim farming as their principle occupa- Most rural development experts now tion and more than 80 percent of farm recommend a diversified approach to eco- families rely on outside income to make nomic development, encouraging commu- ends meet.)2 nities to move away from a reliance on a As the online popularity of FarmVille single economic sector, such as agriculture. suggests, Americans remain interested in In addition, there is an increasing interest rural life. Earlier this year the Pew Research in looking at ways to create regional rural Center conducted a survey that asked development strategies, with an emphasis respondents to identify what kind of place on the unique characteristics and assets they would most like to live in: a city, sub- of rural places. These assets might include urb, small town, or rural area. Small towns natural and scenic amenities, recreational and rural areas were the top choice of more opportunities, civic and educational insti- than 50 percent of the respondents, despite tutions, social networks, food traditions, the fact that only about 17 percent of the and culture and heritage. nation’s population currently lives in a rural Of course historic preservationists area, as defined by the census bureau.3 have been practicing exactly this kind

ForumJournal Winter 2010 9 life, using classic preservation tools from tax incentives to loan programs and easements.

Heritage-Based Rural Development In recent years, the National Trust for Historic Preservation has begun thinking about how to bring together all of this experience and apply it comprehensively in specific rural regions. The W. K. Kel- logg Foundation was intrigued by this idea as well, and in 2005 it awarded the Rural heritage includes distinctive landscapes like the North Common in Chelsea, Vt., which National Trust a grant to test the idea dates to 1795 and is protected as part of a of “heritage-based rural development.” National Register Historic District and a local design review zoning overlay. A national selection process generated

Photo by James Lindberg proposals from statewide and regional organizations across the country, each of economic development for decades. describing the different ways that grant In hundreds of small towns around the funds could help preserve their rural country, local Main Street programs are heritage and enhance economic and connecting unique rural assets (historic community development. architecture, attractive pedestrian envi- Two regions were selected to receive ronments, independent local businesses) four years of grant support and techni- to sustainable economic development. cal assistance from the National Trust: Heritage tourism is bringing attention to an economically distressed 15-county historic rural communities in every cor- corridor along the Mississippi River in ner of the nation. Preservation groups are Arkansas and an eight-county region rescuing vacant or underused rural assets in central Kentucky affected by sprawl of all kinds and bringing them back to and major changes in the agricultural

What is heritage-based rural development?

Heritage-based rural development helps build sustainable communities and strengthen regional economies through the conservation, use, and promotion of historic and cultural assets. These assets may include buildings, structures, districts, Main Streets, farmsteads, and landscapes, as well as regional arts, crafts, music, food, and events. This approach supports and complements other rural development efforts.

10 Winter 2010 ForumJournal Six principles of heritage-based rural development

1. Use a regional approach. established community organizations and Rural heritage development efforts will government entities. It is important to pro- have more impact when several commu- vide a range of opportunities for diverse nities and counties pool their resources opinions to be voiced and heard, and to and work together. Regional boundar- create effective communication tools to ies should recognize common cultural, build and maintain interest. geographic, economic, governmental, 4. Forge strong partnerships. and historical characteristics. The region Regional heritage development requires should be large enough to encompass a range of existing organizations to work a “critical mass” of diverse assets and together, creating new networks for com- participants, but not so large that its dis- munication and collaborative effort. These tinctive character is blurred or interaction regional initiatives provide an opportunity among stakeholders becomes imprac- to collaborate with traditional and non- tical. In some areas, existing regional traditional partners at the local, regional, boundaries may be appropriate, while in state, and national level to accomplish other cases new boundaries will need to mutual goals. be drawn. 5. Be flexible. One of key lessons of 2. Protect historic authenticity. the rural pilot projects is that changes and Rural heritage development efforts are shifts in priorities will likely occur. In fact, based on the authentic historic and cul- adjusting course along the way should tural assets that define the character of a be expected. By maintaining a flexible rural region. The character and condition approach, it becomes possible to seize of the historic and cultural assets in each opportunities when they arise. Funding, rural region will vary greatly. Some may time, and energy will always be limited, be well protected and in good condi- making it necessary to focus on the areas tion. Others may be abandoned, in need where willing partners and resources are of repair, or threatened by development. available to move projects forward. Other Additional heritage assets may be largely projects can be put aside for a time if they undiscovered. It is essential to protect do not have the support that is needed. the tangible connections between heritage assets and the diverse history of the 6. Make a long-term commitment. region, recognizing that some aspects of Complex regional projects like these are heritage may be particularly fragile, hid- time-consuming. Progress will often be den, or complex. slow and incremental. As the Main Street program has shown over the past three 3. Nurture grassroots decades, tangible and measurable results involvement and leadership. often take several years to manifest. A broad spectrum of diverse stakeholders Achieving success will therefore require should be involved in the development a compelling, realistic vision as well as of a shared regional vision and a plan for adequate human and financial resources heritage-based rural development. The to sustain work over many years. leadership for this effort should be drawn from grassroots participants as well as

ForumJournal Winter 2010 11 Six strategies for heritage-based rural development

1. Educate about the value 4. Develop heritage tourism of rural heritage. Learn more potential. Find ways to enhance the about the depth and diversity of heri- authentic experiences at existing heritage assets that exist in the region. tage tourism attractions and create excit- Inventory known assets and initiate sur- ing new experiences that will keep visi- veys to uncover additional resources. tors in your region longer and give them Conduct oral history research and other reasons to plan a return visit. Look for interviews to gain historical perspective opportunities to link tourism attractions and understanding. Share the results thematically and geographically, through with the public. Provide opportunities to scenic byways and recreational trails. learn about preservation tools and the Work with partners to increase aware- connections between preservation and ness of your region’s attractions among sustainable development. residents of nearby metropolitan areas.

2. Conserve heritage assets. 5. Brand and market your Save vacant and/or deteriorating struc- regional identiTy. Develop a tures by finding creative new uses for regional brand to increase awareness them. Conserve historic landscapes by of regional assets and the connections supporting the economic viability of between them. Market your region to traditional uses. Protect historic sites increase community pride, support local and districts through designations, businesses, and promote your attrac- planning and zoning tools, and financial tions to potential heritage travelers. incentive programs. 6. Advocate for public policies 3. Encourage local entrepre- that support heritage-based neurship and the use of his- rural development. Work with toric structures. Create new partners to establish and promote state- business opportunities around regional wide incentives, such as tax credits for foods, arts, music, and crafts. Provide the rehabilitation of historic structures training, technical assistance, and mar- and funding for farmland and landscape keting support to strengthen existing conservation. Implement better planning businesses and create new ones. Locate and zoning to encourage investment in new enterprises in existing historic existing communities, discourage sprawl, structures whenever possible. Work with and remove barriers to downtown reha- local Main Street programs to help retain bilitation. Work to establish or strengthen and attract businesses in established, historic preservation ordinances and historic commercial districts. Seek alter- design guidelines for historic districts. natives to formulaic big-box and chain retail development. Support or initiate “buy local” campaigns.

For additional information, see the forthcoming Preservation Book Heritage-Based Rural Development: Principles, Strategies and Steps, available from www.PreservationBooks.org.

12 Winter 2010 ForumJournal economy. These two Kellogg-funded from education to heritage tourism to initiatives followed another rural project branding and marketing. The key insight that was already underway in southern from the pilot regions is that it is the Virginia. With grants from the Harvest combined and sustained application of Foundation and the Public Welfare Each of the principles and strategies is Foundation, the familiar and well-tested, from education to heritage National Trust tourism to branding and marketing. worked intensively in Martinsville, Va., and surrounding these principles and strategies in a defined Henry County to assist a rural area geographic area that makes the difference. hard hit by job losses in textile and The principles and strategies amplify and furniture manufacturing. reinforce each other, leveraging far greater benefit than would occur if they were Lessons from the pursued independently. For example: Pilot Regions ZZ A marketing program for small busi- Based on the experience to date in these nesses in a rural community may be a good rural regions, interviews with stakehold- idea. But it will be better if it includes the ers, and discussions among project part- surrounding region as well, and promotes ners, the National Trust has developed authentic regional products and services an initial set of recommendations for that might interest potential travelers to heritage-based rural development. Orga- the region. And it will have even more nized as a set of principles and strategies, positive impact if the marketing focuses these recommendations are intended to on businesses that are located in historic provide guidance to other rural regions buildings along traditional Main Streets. that may be considering similar heritage- ZZ Similarly, a farmers’ market can support based initiatives. area agricultural producers by providing Each of the principles and strategies them with a direct link to consumers. The (see sidebars) is familiar and well-tested, same market can help local Main Street

Sustaining and growing local businesses is a key element of heritage- based rural development. This independent book- store attracts visitors from across the region to downtown Blytheville, Ark.

Photo by James Lindberg

ForumJournal Winter 2010 13 Downtown Harrodsburg, Ky., is one of five historicM ain Street communities located in the Kentucky Crossroads rural heritage pilot region.

Photo by James Lindberg

businesses as well if it is located down- tage—is a smart way to support sustainable town. And if some of those Main Street rural development. Each of the articles in businesses are restaurants and food ven- this Forum Journal provides a perspective dors, they can in turn support the farmers on current practices and trends related to by featuring locally grown products. the strategies of heritage-based rural devel- ZZ An interpretive museum celebrating area opment. The authors remind us that there music heritage creates a new draw for is much effective and creative work going visitors and helps tell an important story. on around the country that is helping to If it is located in a rehabilitated, formerly conserve our rural heritage and strengthen vacant historic structure on Main Street rural economies. May it continue! FJ it will provide a boost for downtown james Lindberg is the director of preservation as well, supporting local businesses and initiatives in the Mountains/Plains Office of the restaurants and spurring similar rehabili- National Trust for Historic Preservation. He can tations of nearby structures. be reached at [email protected]. As these examples indicate, heritage- 1 “To Harvest Squash, Click Here,” New York Times, based rural development is grounded on October 28, 2009. 2 U.S. Department of Agriculture statistics. the commonsense notion that conserving 3 Pew Research Center Social & Demographic and using existing assets—our shared heri- Trends Survey report, February 26, 2009.

14 Winter 2010 ForumJournal Rural Preservation Strategies: Save a Place, Save a Story

Jean A. Follett

t’s easy to account for the love affair to tell you stories. And so when you save that many Americans have with a rural historic site, you are saving stories the countryside. Whether it’s their along with the buildings and the land- grandparents’ farm, a solitary barn scape they sit in. This is especially true Ithey drive by on the way to their favorite of barns—it seems everyone has a barn vacation spot, a grain elevator seen on the story—but characteristic of other rural horizon at sunset, cattle grazing on the historic sites as well. open pastures of the West, a fruit orchard Another classic preservation feature in bloom, or an approaching storm seen of rural sites is that it often takes teamwork across the rustling tops of a corn field, and creativity to save them. Many farm many of us have a special place in our families do make an effort to preserve their heart for what we think of as rural. But cherished older buildings for continued it is this very complexity of what we call use. Or private owners may acquire and “rural,” as well as the distances between adapt them for economically viable new sites and the dwindling population in uses, such as for small-scale organic farm- rural areas, that make preservation of the ing, conversion into a house or store, or buildings and the memories they hold so use as a special-events venue. But often it’s exceptionally difficult. partnerships that make these preservation In many ways, saving rural proper- projects happen. These partnerships may ties presents all the classic preservation be between a local group and the statewide challenges: Few have been surveyed, there preservation organization, a land trust are not enough resources for From the beginning, rural preservation has had the identifying and greatest success in states with strong partnerships. classifying them, their original economic use may have been and a rural preservation program, a public greatly reduced or lost, skilled craftsmen agency and a private nonprofit, or some to repair them are in short supply, and other combination. From the beginning, they are often unappreciated by those who rural preservation has had the greatest suc- favor new construction that incorporates cess in states with strong partnerships. more advanced technology. It should be noted, too, that rural pres- And yet, when you talk to people ervation is not always happening in areas about barns, one-room schoolhouses, that are obviously rural. Some of the most farmsteads, silos, grain elevators, and active preservation programs for both other features of our rural American land- rural historic structures and rural landscape, their eyes light up and they begin scapes can be found in suburbia. The sheer

ForumJournal Winter 2010 15 This former sweet potato storage barn in southern Illinois is now a restaurant. PHOTO by jean follett

traffic volume in suburbia and exurbia Barns, because they are so iconic, were guarantees that the loss of a particularly an important focus of these early efforts iconic farmhouse or barn will be immedi- as well. Following World War II, farming ately noticed. technology made huge leaps forward, with Rural preservation is sustained by a farm sizes, equipment sizes, and special- wide variety of people, organizations, and ization all increasing exponentially with strategies, and it is in varying stages of each passing year. All across the country development with many different levels of there were barns that had been neglected success across the country. To look at the since the beginning of the farm depres- spectrum of rural preservation strategies sion in the early 1920s. Many barns were is to understand the depth, breadth, and simply out of work. Taxes and insurance complexity of historic preservation in costs to maintain the buildings could not America today. be justified. Barns were left to rot, were burned down to save on costs, or were National Strategies sold to lumber recyclers. Suburban sprawl In most areas of the country, rural popula- encroaching on former farmland also tions began to decline during the 1930s, began to dramatically reduce the supply accelerating rapidly after 1945. By the of historic barns. Even counties where 1980s it was clear that both farming and farming was still a major economic activ- its rural surroundings were irrevocably ity were affected: Townships in McLean altered, and efforts were begun to docu- County, Ill., lost 50-75 percent of their ment and preserve rural heritage sites. barns in the three decades following the Main Street programs directed at small war. Across the country there was a sense towns, the creation of “living farm” his- that historic barns were doomed. toric sites, and programs to preserve rural In response to these concerns, in 1987 churches were all part of the early rural the National Trust and Successful Farming preservation movement. magazine partnered to create the BARN

16 Winter 2010 ForumJournal AGAIN! Program,1 designed to use dem- historic buildings (including those in the onstration projects to show the adaptabil- path of proposed highways, calling for ity of older barns for modern farm uses. Section 106 review)—the last decade The doors on older barns were enlarged has seen a concerted effort by states, for new equipment, barns were converted counties, and local groups to undertake for new uses such as raising young hogs, detailed rural surveys. and farmers began to seek advice on Since 2005 the National Barn Alliance how to maintain and utilize their barns. (NBA) has tried to take the lead on rural Educational efforts, including annual surveys. Originally a loose coalition of awards and several publications, have Midwestern statewide barn programs been a strong component of the program. and the BARN AGAIN! Program, the A BARN AGAIN! exhibit that traveled around the country in the mid-1990s proved to be a major inspiration, sparking the creation of several of the earliest and strongest statewide barn preservation programs. Still supported by Successful Farm- ing, BARN AGAIN! continues to operate out of the Trust’s Mountains/Plains office in Denver. A new initiative of the program, and topic of a recent publication, promotes the use of older farm buildings for sustainable agriculture. The National Register also played an early role in showcasing historic farms and other rural buildings. One of the very first listings was the home and shop of John Deere in Illinois. Ranches, planta- tions, and farms were all listed within a With larger replacement doors, this barn in very short time of the National Register’s Washington Township, LaPorte County, Ind., can now accommodate modern farm equipment. inception. The National Park Service pub- Photo by Jean Follett lished its first bulletin dealing with rural historic properties in 1989.2 NBA has grown in recent years to include Although this was a good start, train- statewide programs throughout the coun- ing opportunities and published resources try. It promotes barn rehabilitation and that would help preservationists and conversions and has worked to create a others evaluate historic farm buildings standard survey form that can be used were sorely lacking for many years, with by both volunteers and professionals. Its beautiful coffee table books about barns website (www.barnalliance.org) serves dominating the literature. Only recently as a clearinghouse for barn preservation have researchers had access to region- news and resources. The NBA has also ally relevant and more technical guide stayed true to its original role and con- books.3 With these—and in response to tinues to be a networking spot for state the obvious endangerment of many rural barn preservation groups.

ForumJournal Winter 2010 17 The New Hampshire Preservation Alliance’s barn program—conducted in partnership with New Hampshire Division of Historical Resources, New Hampshire Cooperative Extension, and other agricultural, conservation and preservation partners—features assessment grants, workshops, and the promotion of a state tax incentive program for agricultural structures.

Photo courtesy of the New Hampshire Preservation Alliance

Statewide Strategies effort that has been the inspiration for the The oldest statewide programs with a public sector. Friends of Ohio Barns part- focus on rural preservation have been ners with the University of Ohio and the around for 20 years and, not surprisingly, SHPO. In Vermont the Division of His- were initiated in states where agriculture toric Preservation’s successful survey and continues to be a major economic force: grant program has spawned Save Vermont Michigan, Ohio, and Vermont. The Barns and a complementary assessment Midwestern programs, including Wiscon- grant program at the Preservation Trust sin, receive the support of the Extension of Vermont. Iowa’s private Iowa Barn Service based at the state land grant uni- Foundation has inspired numerous efforts versity. In Vermont the rural preservation to document and protect that state’s dwin- program is run by the state Division of dling supply of historic farm buildings. Historic Preservation. Surveys, workshops All of these organizations share an interest on barn rehabilitation and conversion, in identification, recognition, education, sharing of success stories, and ongoing and technical support to varying degrees. technical assistance are all features of In some states, such as Connecticut, Ver- these long-running programs. An annual mont, and Washington, small grants for statewide conference is often supple- barn rehabilitation are available. The New mented by county-based workshops. Hampshire Preservation Alliance offers Dedicated staff and existing organiza- barn assessment grants which provide tional infrastructure help to explain some funding for a barn restoration profes- of the success of these programs. sional to assess privately-owned barns. Successful statewide programs tend A number of rural preservation pro- to breed partner organizations. In some grams focus on educational efforts, such states the public organization inspires pri- as organizing small-scale barn raisings as vate efforts. In other states it is a private demonstration projects, leading classroom

18 Winter 2010 ForumJournal activities, and engaging Future Farmers of In Illinois more than 8,000 farms are in America, 4-H, and other youth groups in the Centennial Farm program, and farm special projects. In Iowa a young 4-H–er families anxiously await their turn to be won a blue ribbon at the state fair for the photographed receiving their certificate at video she made documenting the barns in the state fair each year. These programs her township. are often run by the state Department of The need to identify and document Agriculture and may or may not have a rural structures as part of the Section 106 connection to a state agency with an inter- review process has proven to be helpful est in historic preservation. as well. In Minnesota, the Department Connecticut’s barn survey, being of Transportation undertook a two-year done under the auspices of the Connecti- study of rural historic structures that cut Preservation Trust, and Washing- resulted in a four-volume publication to ton’s Heritage Barn Register, run by the help guide future planning decisions.4 Department of Archaeology and Historic Many states have a Centennial Farm Preservation, are both recent additions program that identifies and recognizes to statewide efforts that have seen great continuous family ownership. These success while keeping the focus on docu- programs can be surprisingly large, with mentation and preservation rather than many farm families eager to be honored. simple recognition.

County Strategies In states without strong or active statewide organizations that address rural preservation, county groups often pick up and carry the ball. Examples of local survey efforts, barn tours, adult and youth education programs, oral history research, and award programs can be found across the country. In Illinois, where a strong statewide program for rural preservation has yet to emerge, numerous counties have barn tours or agricultural tourism sites and events. For example, Greene County, Ill., has been running a barn tour program for nearly two decades; it’s now a day-long event filled with self-guided tours and related activities in three communities within the county. County programs often promote rural preservation as an economic development strategy. Barn surveys and tours, ease-

Eddleman barn, in Dongola, was one stop on a barn tour during an Illinois Barn Alliance conference. PHOTO by jean follett

ForumJournal Winter 2010 19 ments, and small town economic develop- nia, the Dutch barn—with its distinctive ment have all been important components framing, materials, and decoration—is the of the successful Rural Heritage Develop- special concern of the Dutch Barn Preser- ment Initiative in Kentucky.5 vation Society. On the public policy side, counties Barn forms also relate strongly to the in some states have adopted historic preser- kinds of crops and livestock that were vation ordinances. These laws give counties being raised. Hence there are a large num- the authority to conduct surveys, landmark ber of dairy barns in Vermont, barns with individual buildings and rural historic dis- large hay mows in the Great Plains, and tricts, and work to protect rural landscapes cattle sheds on the ranches of the West. and viewsheds as well. Interestingly, the In several states, tobacco was a major majority of counties with such preserva- cash crop for more than 200 years. The tion ordinances are on the urban fringe barns that were used to dry the tobacco are where farmland and rural character are both numerous and distinctive, and differ threatened by approaching or encroaching from one region to the next. In Mary- sprawl. Nearly all of the suburban counties land a tobacco buyout program in 2000 around Chicago, America’s third largest immediately threatened all of the surviving city, have active rural preservation pro- tobacco barns in the southern part of the grams that employ surveys, easements, and state, leading the National Trust for His- other protection strategies. Seattle, Wash.’s toric Preservation to include Tobacco Barns county, King, also has an active program. of Southern Maryland on its 2004 list of America’s 11 Most Endangered Historic Building-Type Strategies Places. Since then a special effort has been Historically, different ethnic groups have made to protect these important resources. built different types of barns, and these Tobacco barns can be saved and distinctive forms were spread across the enjoyed if new uses are found for them. country following migration patterns. In Pleasant Hill Shaker Village in Kentucky upstate New York and parts of Pennsylva- provides two examples of successful reuse.

With the demand for tobacco products falling, traditional tobacco barns, such as this one in Kentucky, need new uses to survive. PHOTO by jean follett

20 Winter 2010 ForumJournal Gentry Farm in Franklin, Tenn., near Nashville, is a multi-generation farm still in agricultural use but also finding success as an ag-tourism operation with programs for schoolchildren and families. PHOTO by jean follett

One large tobacco barn there has been are willing to do to either keep their farm hosting chamber music events for the operation in the family or simply to share past two summers, its ventilated walls it with others. letting cool breezes in while protecting In Franklin, Tenn., Gentry Farm hosts the audience and the musicians from the 8,000 kindergarteners each fall, older weather. Another historic barn conceals students in the spring, and families on a state-of-the-art collection storage and weekends in September and October. conservation building. The program there is carefully tailored to meet curriculum goals at the local schools Ag-Tourism to the Rescue in order to keep the farm on the list of If you’ve been on a winery tour, visited eligible field trips. Income from spring and a pumpkin patch, picked apples, taken fall visitors enables the fourth and fifth a hay ride, been to a dude ranch, or generation family members to keep the slept at a rural bed and breakfast, then farm operating and in the family. you have probably been bitten by the In Knoxville, Ill., Janis King took on ag-tourism bug. Although there have the restoration of a highly visible farm, been farms open to visitors since the including multiple barns and a large middle of the 19th century, ag-tourism farmhouse, to open a special-events as a focus of local economic develop- business. Her vision, creativity, and ment is a more recent phenomenon. In organizational skills keep a steady stream nearly every state one can find excellent of couples coming to the farm for their examples of what smart, creative people wedding day.

ForumJournal Winter 2010 21 Grain elevators are another traditional building type rapidly being lost, replaced by more modern storage facilities. This c. 1930 grain elevator is near Galesburg, Ill. PHOTO by jean follett

As the number of ag-tourism success rural buildings are not productive compo- stories increases, it will be important nents of a working farm, then to replace a for state and local convention and visi- roof, rebuild a rotted window sill, or put tor bureaus to coordinate promotion of a protective coat of paint on the siding are these engaging sites and the experiences exercises in faith and nostalgia on the part they offer. of anxious farm owners. Often the best-kept farms are those Show Me the Money whose owners run them as a hobby “Everyone who calls me wants money rather than for their livelihood. For them, to help fix up their barn.” This is the cash flow is less of an issue—someone lament of everyone who works or volun- else owns the equipment that plants and teers for an organization involved with harvests their crops—and they take great rural preservation. But few have grants pride in the “picturesque” appearance of available for private owners, and this the farmstead. seems unlikely to change. Some states, In recent years, sustainable agricul- such as Vermont, give property tax ture and organic farming have both breaks to owners of farmland or historic proven to be profitable ways to make farm buildings. Occasionally a farm use of smaller-scale historic farms. As the owner takes advantage of the 10 percent demand for their products continues to rehabilitation tax credit that is available grow across the country, these two uses to owners of income-producing build- will increase in importance for preserving ings constructed before 1936. But if the our rural heritage.

22 Winter 2010 ForumJournal A Natural Partner—Land Conservation Groups Without land, there would be no farms, so the linkage between land conservation and farm preservation seems like a natural one. The Trustees of Reservations in Massachusetts has been preserving cultural landscapes in their entirety—land, buildings, views—for decades. Pittsburgh History & Landmarks Foundation accepts easements on farms that include both land and buildings. But only recently has a concerted effort been made on the part of the National Trust for Historic Preserva- tion and the Land Trust Alliance to extend This grist mill in LaPorte County, Ind., is an early this option to property owners across the example of adaptive use for a rural structure. In country. Building the capacity for organi- the 1930s it was repurposed as a house. zations to accept and manage easements PHOTO by jean follett will be challenging in the years ahead, since the states with the highest agricul- our traditional urban preservation strong- tural use have few land trusts or preserva- holds. To preserve a farm is to preserve a tion organizations that property owners vital piece of our national story. FJ can turn to for help. The conversation on Jean A. Follett, Ph.D., is a historic preser- how to meet this need must continue as vation consultant based in Hinsdale, Ill. She the National Trust expands its support for is president of the Illinois Barn Alliance and former board member of the National Barn preservation field representatives at the Alliance. She has been working in the field of state level. historic preservation for more than 30 years and currently serves as a National Trust Advi- sor for Illinois. Better Preservation Tools Thanks to the efforts of an enormous array 1 www.preservationnation.org/issues/ rural-heritage/barn-again of “barn huggers,” dedicated farm owners, 2 Linda Flint McClelland et al, National Register statewide preservation organizations, gov- Bulletin: Guidelines for Evaluating and Docu- menting Rural Historic Landscapes, National ernmental agencies, and specialized organi- Park Service, 1989, rev. 1999. zations such as the Timber Framers Guild, 3 See www.barnalliance.org, the website of the available tools for rural preservation the National Barn Alliance, for an extensive barn bibliography. are improving with each passing year. We 4 Susan Granger and Scott Kelly, Historic Context must continue to identify and document Study of Minnesota Farms, 1820-1960, prepared for the Minnesota Department of Transporta- these architecturally and culturally signifi- tion, June 2005. cant resources of our past; figure out ways 5 A National Trust program funded by the W.K. Kellogg Foundation. The Arkansas Delta Rural to keep these beautiful, evocative, and Heritage Development Initiative also focuses often humble buildings useful; train more on using rural character to support economic development. For more information on both craftsmen to do the work of rehabilitation; programs, see, in this issue of Forum Journal, and build alliances to get the job done—no “Telling the Untold Story: Branding in Rural Communities” and “Arkansas Delta Byways: matter how distant the site may be from Connecting the Dots.”

ForumJournal Winter 2010 23 Telling the Untold Story: Branding in Rural Communities

randy wilson and ben muldrow

ore people are living in Community and Product urban areas today than ever Branding before. However, significant Before answering these questions, it is portions of our population probably wise to consider the more funda- Mstill reside in rural areas. As preserva- mental questions: What does community tion advocates, we understand these branding mean? How does community rural areas are priceless resources worth branding differ from the branding of prod- saving and promoting. Community ucts and services? marketing and branding is one approach One helpful way to understand the to preserving our communities and concept of community branding is to first stimulating economic growth. understand traditional branding. Consider But what about the citizens who live the successful brands of Starbucks, Nike, and work in these rural areas? Why and Apple. Scott Bedbury, creator of the should they care to market and brand Starbucks brand, defines a brand as a collec- their communities? The simple answer is, tion of perceptions in the consumer’s mind. if we don’t brand our rural areas, every- What immediately comes to mind when one else will. you hear the word Starbucks? The aroma Every single day, citizens, visitors, of coffee? A comfortable atmosphere? workers, and tourists brand communi- A round green logo with a mermaid? A ties, whether rural or urban, based on friendly barista? Or perhaps something their experience and interaction with the entirely different, like, “You want me to community and its assets. If the com- pay $4.50 for a cup of coffee?!” The point munity does not brand and market itself, is, a brand name summons all of your past others will do it for them…and, perhaps, experiences with the product or service, without the best intentions. forming an instant opinion. When considering community brand- Branding and marketing address both ing, what is the best approach? Is the the promises made and experiences created approach to branding and marketing by using products and services. Starbucks rural communities the same as that used promises to provide a “third place” of in urban areas? If not, what are the social interaction apart from the two differences? Do we brand and market most common places, work and home. the same kinds of cultural assets or take Nike promises to provide athletes with a new direction? Finally, what are the the equipment, accessories, and clothes general principles that might apply when necessary to reach their athletic goals. forming a branding and marketing plan And Apple promises to deliver a seamless, for a rural area? user-friendly experience with technology

24 Winter 2010 ForumJournal by reducing complicated devices to their Our communities must be branded in simplest forms. such a way that the people, places, and A promise is hollow, however, unless events become dynamic and evoke posi- it produces a positive experience. While tive feelings about the potential experi- there are certainly exceptions, most cus- ences to be had there. We must be aware tomer satisfaction surveys would reveal of the tendency to reduce all potential that these three companies have done an experiences into a single identity that excellent job of delivering on their prom- features only one aspect of the commu- ises and have garnered very faithful fol- nity. While there is nothing wrong with lowings. The real magic of a brand is the featuring a single icon, a good branding reaction of individuals when they see the and marketing system must encompass green mermaid of Starbucks, the swoosh multiple interpretations of the ever- symbol of Nike, or the silhouetted fruit expanding options for positive experi- of Apple. These logos achieve the status ences within a community. of universally recognized icons and evoke Consider the potential pitfalls if Star- feelings in people about the experiences bucks changed its logo to a coffee cup, each company promises. Nike switched its swoosh to a shoe, or Although no mermaid will greet you at Apple replaced its logo with an iPhone. Starbucks, no swoosh sign can be pur- While these new logos are actual exam- chased at a Nike store, and fresh fruit is ples of company products, each fails to not for sale at an Apple store, these icons capture, or represent, the full range of the have become an identity or “brand” If the community does not brand and market itself, that represents others will do it for them…and, perhaps, without the many positive best intentions. experiences made possible by using the products and services products and services (read: promises and of these companies. As such, these brands experiences) they provide. Yet how often have become the dynamic expressions, or have we seen a community represent its essence, of each company. entire essence with a single physical icon? This single-asset approach to branding is Community Branding: not wrong, it is merely incomplete. Urban vs. Rural By way of example, the Bennettsville, This same approach applies to branding S.C., logo featured on page 22 is quite communities, whether urban or rural. attractive, yet by virtue of a singular An opinion is formed based on your expe- focus on the cupola of its courthouse one rience with the places, people, and cultural might interpret that to be the only attrac- offerings of a community. The goal of a tion in this city. In actuality, Bennettsville branding and marketing campaign is to boasts a great number of rural tourism re-tell these positive experiences in a com- assets beyond its handsome courthouse. pelling way to a broader audience, while Perhaps a better example is the diminishing the negative experiences (with- redesign of the Lake City, S.C., seal and out being dishonest). Ideally, the negatives marketing logo. The former iteration of will eventually be turned into positives. the city seal had a literal representation

ForumJournal Winter 2010 25 of three elements: rural industry, experiences. However, there are tobacco, and its coastal location distinct differences between represented by the palmetto branding commercial goods tree. Again, these elements and services and branding our are not incorrect—and can communities. We must under- be handsomely depicted stand our rural communi- as shown in the rede- ties as assets, resources, signed seal—however, it destinations, and cultural is merely incomplete as offerings rather than Lake City boasts far more merely as a list of products than these three elements or services. Each rural com- alone can communicate. Contrast its seal munity is different, and the list of assets with the marketing logo that features a will change, and, one hopes, expand, five-pointed star composed of five rota- based on its unique offerings. tions of “LC” (for “Lake City”) and five So, how is this done in a practical way? colors that represent its holistic approach Based on our experience with hundreds of to community revitalization. This logo communities, most of which are primarily approach is open for interpretation in the rural, we have discovered the following community’s current, as well as future, guiding principles: revitalized state. Therefore, our rural communities General Recommendations must be branded to represent a full Understand Community. There is no range of cultural offerings and positive substitute for thoroughly understanding a place prior to branding. A simple tour or single interview will not suffice. Countless hours must be spent researching, touring the area, and visiting the obvious sites as well as places off the beaten path. One must speak with numerous individuals (in groups and one-on-one), dine in local restaurants, listen to local music, smell the smells, walk the streets, and essentially immerse oneself in the local culture. Only then can one truly understand a community and its essence. Redefine Cultural Assets. When considering rural areas, we must dis- miss our usual list of what we consider “assets.” What works in an urban area might not work in a rural area. Frankly,

A logo that is too literal, portraying just one or a sometimes one must look a bit harder for few sites or features, conveys a limited view of a the compelling and unique story in a rural place. A better approach is to develop an evocative logo that is open to interpretation and that will community. With hard work and an open continue to work as the community changes. mind, one will almost always uncover the

26 Winter 2010 ForumJournal intriguing “unknowns”—the beautiful edi- characteristics, sites, and destinations in a fice, the remarkable history, the fascinating community. “Soft” assets are the people, rumor, the mesmerizing song, the amaz- culture, and practices in a community. ing meal, the comical character, the clever There is no right or wrong approach; craft, the famous son or daughter, etc. however, the decision must be made from Individually these “assets” might not rival a thorough understanding of both kinds a major attraction in an urban area, but of assets in the community. taken as a whole, they weave an authentic, The following examples illustrate brand- cultural tapestry that tells a real story. ing based on different points of emphasis. Determine Points of Emphasis. Key to branding a rural community is to Emphasize Character: establish whether to emphasize a town The Arkansas Delta or region’s “hard” or “soft” assets, or The Arkansas Delta boasts many places both. “Hard” assets are the physical of significance, but we believe its most compelling aspect is the character of its people. The culture of the Arkansas Delta features what we termed a “culture of agriculture.” Namely, it is a culture wholly dependent upon the land. This agricultural lifestyle produces an attitude of resolute resiliency, forged from both good and hard times. The blues music genre, which originated from the people of the Arkansas and Mississippi Delta, best expresses this attitude of resiliency. The cultural identity of the Delta focuses on a lifestyle united by food, family, and faith. Across 15 counties, there is a regional pride felt among the people of the Arkansas Delta, or “Deltoids,” as they refer to themselves. This sense of identity is rare in our cultural mixing bowl and made for the most compelling branding approach. The branding campaign developed from the theme “Arkan- sas Delta: Soil & Soul,” a direct reference to the very nature of its people, place, and “culture of agriculture.” For more information see “Arkansas Delta Byways: Connecting the Dots” in this issue and also www.deltabyways.com. Note: The Arkansas Delta project was a The branding for the Arkansas Delta region honors the area’s agricultural roots and its food, National Trust for Historic Preservation music, and family traditions. Rural Heritage Development Initiative.

ForumJournal Winter 2010 27 Emphasize Place: Atchafalaya, La. The Atchafalaya National Heritage Area is a 14-parish region of Louisiana along the Atchafalaya River Basin. In the 1950s, a massive dam and levee system was built to control the Atchafalaya River and to preserve the future flow of water down the Mississippi River to New Orleans. The levees run the entire length of the National Heritage Area and, in most places, limit access to the river. When studying the area, it was obvious that this region (like the Arkansas Delta) was defined by its connection to the river. Although the parishes lined the river basin, the levees made it nearly impossible to actually connect with the river. Our challenge was to connect the region to the river through a marketing and branding campaign. The separation of the river and the region spurred a study of the cultural experience that made this region distinctive. What was discovered was a place that was home to the Acadian people and the development of the Cajun culture with foods and a language all their own. From this discovery, we created the brand tagline “Atchafalaya: America’s Foreign Country.” For more information see www. atchafalaya.org. Note: The Atchafalaya project was a project of the Louisiana Atchafalaya National Heritage Area.

Emphasize Experience: Central Kentucky Top: The branding of Atchafalaya County, La., The Central Kentucky Rural Heritage spotlights its unique Cajun culture. Development Initiative is a collection

Bottom: The tagline “Kentucky Crossroads: of eight counties in central Kentucky Where Everything Comes Together” sums up the between Louisville and Lexington. When diverse range of cultural experiences to be had branding the identity of the region, the by traveling the rural roads of eight counties in Central Kentucky. stakeholders asked, “Why are these eight

28 Winter 2010 ForumJournal counties grouped together?” The answer became very clear after seeing the diverse range of cultural experiences from the east to the west, whether traveling the Bourbon Heritage Trail, visiting a traditional Shaker Village, touring Lincoln’s birthplace, or watching a performance of “My Old Kentucky Home.” A visitor to these Kentucky “crossroads” can absorb the quintessential Ken- tucky story without ever stepping foot in the big cities to either side. This region was the perfect cross section of Kentucky and boasted many cultural assets worth preserving in their rural environs. Understanding and embracing the rural roads was the avenue to creating a brand identity that spoke of the unique cultural experience: “Kentucky Crossroads: Where Everything Comes Together.” For more information see www. kycrossroadsregion.com. Note: The Kentucky Crossroads project was a National Trust for Historic Preservation Given the challenge of branding a county Rural Heritage Development Initiative. with three disparate communities, a new tagline—“Rails, Rivers, Roads…Reconnect”— Emphasize Order: was developed to emphasize the attractions along these shared transportation routes. The Covington County, MisS. “CovINgton County” logo encourages county A countywide branding program in rural residents to patronize the shops and commercial services of all three communities. Mississippi revealed three predominant communities that had minimal coopera- communities was known for recreational tive spirit. This disunity was fueled by opportunities on the river, another boasted everything from high school football a beautiful train depot and plaza, and the rivalries to local political and economic third was known for its boulevard (Old competition. We needed a branding cam- Highway 45) along the major roadway. paign to rally and unify the communities Therefore, the unifying brand tagline cre- as well as foster a spirit of cooperation. ated for the county was “Rails, Rivers, The first step was to search for unify- Roads…Reconnect.” ing elements that existed among the com- After identifying the external elements munities. Internally, there seemed to be that united the communities, the next step none. However, externally, three organiz- was to foster a renewed spirit of coopera- ing elements tied the three communities tion among the communities. A market together: a major roadway, a meandering analysis revealed there was virtually no river, and a historic railway. One of the cross-commerce among the communities.

ForumJournal Winter 2010 29 So we created and designed a countywide Why Community Branding? loyalty campaign that emphasized shop- Let’s return to the fundamental question: ping “in” CovINgton County. Additional Why is branding rural areas important? recommendations to address this internal We have already established that we must disconnect were to foster the cross-mar- brand our communities or everyone else keting of each communities’ assets and certainly will. But more importantly, the creation of a formalized, countywide branding helps capture the essence of our tour. In response to the cross-marketing communities and communicates that mes- recommendation, a guidebook for recon- sage to a broader audience. The greater necting Covington County was designed. purpose in branding our rural communi- The formalized tour took on a surprising ties is to build community pride, stimu- identity: Covington County is host to late the local economy, and promote a arguably the best named community in preservation spirit that compels people to all of America….Hot Coffee. That’s right, be better stewards of their culture and the Hot Coffee, Miss.! With that kind of place they call home. FJ whimsical brand equity already built into Randy Wilson is the president of Community the name, we simply formalized the tour Design Solutions, a consulting practice com- into the “Hot Coffee Tour.” mitted to engaging citizens in the process of designing their communities. He also serves as the architect for the Mississippi and South Carolina Main Street programs. Ben Muldrow is a partner in Arnett Muldrow Associates based in Greenville, S.C. He is the community branding specialist for Arnett Muld- row and has developed brands in hundreds of communities all over America.

Sometimes serendipity plays a role in branding. A tour of Covington County plays on the appealing name of one of its communities—Hot Coffee, Miss. This eye-catching logo is designed to be used on printed materials as well as merchandise such as t-shirts and mugs.

30 Winter 2010 ForumJournal Energizing Entrepreneurs: The Heart of Rural Heritage Development

deborah m. markley

he importance of entrepreneurs While these data suggest the power to the economic renewal of of entrepreneurs to restore strength to both rural and urban places the national economy, community and has received increased attention regional leaders have discovered the Tduring the past year of global economic power of entrepreneurship as a rural turmoil. The Kauffman Foundation put development strategy. In individual com- significant effort into demonstrating the munities as diverse as Tupelo, Miss.; Ord, economic contributions that entrepre- Neb.; and Fairfield, Iowa, and regions as neurs, and the ventures they The potential silver lining of the current create, make to economic crisis is that the time is ripe for a renewed overall economic focus and commitment to energizing entrepreneurs growth. The as a core approach to rural economic development. foundation’s most recent publication answers a question unique as Appalachian Ohio, the Min- close to the hearts of both families and nesota Iron Range, and western North policy makers throughout the country— Carolina, leaders are building strategies where will the jobs come from? to energize entrepreneurs—their home- Until 2005, we knew that from grown talent—as promising alternatives to 1980-2005, nearly all net job creation outward looking approaches focused on in the United States occurred in firms attracting the next manufacturing plant, less than five years old. [A]n analysis big box retailer, food processor, or prison. of the 2007 Census data shows that The potential silver lining of the young firms (defined as one to five current economic crisis is that the time years old) still account for roughly is ripe for a renewed focus and commit- two-thirds of job creation, averag- ment to energizing entrepreneurs as a core ing nearly four new jobs per firm per approach to rural economic development. year. Of the overall 12 million new This article shares insight gleaned from jobs added in 2007, young firms were rural communities and regions that are responsible for the creation of nearly designing and investing in entrepreneur- 8 million of those jobs. …Given this ship strategies as a primary approach to information, it is clear that new and economic development, beginning with a young companies and the entrepre- brief discussion of who entrepreneurs are neurs that create them are the engines and the role they play in creating eco- of job creation and eventual economic activity. The discussion continues nomic recovery.1 by exploring what it takes to create a suc-

ForumJournal Winter 2010 31 cessful entrepreneurship strategy, drawing Entrepreneurial talent across rural on specific lessons from the field. The America is diverse. It includes in-migrants concluding section makes the important who wish to live in a rural environment connection between heritage development to enjoy a better quality of life, and who and entrepreneurship. are transplanting or creating entrepreneurial ventures in their new communities. It The Role for Entrepreneurs includes people, especially young entre- in Revitalizing Rural America preneurs (up to age 29), who are compelled Simply defined, an entrepreneur is to pursue their entrepreneurial dreams as one who creates and grows a venture. a way to remain in or return to the rural Entrepreneurs see the opportunities places where they grew up. that are embodied in rural assets and And, importantly, this pool of talent bring together the resources needed to includes entrepreneurs who are actively turn those opportunities into wealth for growing their businesses. Two studies themselves and their communities. They earlier this decade found that such “growth animate the preservation of Main Streets entrepreneurs” exist in all regions of the and historic properties—bringing com- country.2 They represent an economic merce into restored downtowns, incubat- development asset because they are already ing new businesses in historic spaces, and rooted in rural communities and regions or creating economic value out of preserved have chosen to live there, because they bring cultural heritage. new energy and ideas to rural places, and What distinguishes an entrepreneur because they create an economic livelihood from a more typical business owner on for themselves and others. Main Street is the willingness and capacity Given that entrepreneurial talent exists to focus on the business rather than being in most rural places, the key challenge is caught up solely in the day-to-day work in creating the community environment or the business. Entrepreneurs question their culture that nurtures and supports that business model, look for new markets and talent. Through fieldwork over the past opportunities everywhere they can, and decade, several elements of successful are more likely to ask “what if” and “why practice have been identified and provide not” than they are to remain focused lessons for economic development practi- on doing things the way they have been tioners who are launching entrepreneur- done for years (or even generations). The ship development initiatives. hardware store owner in western North Carolina who carves out a unique market Elements of Effective niche as an online provider of Makita Entrepreneurship power tools and services is an entrepre- Development neur—moving beyond a more traditional Innovative entrepreneurship development business model to embrace new technol- initiatives across rural America share at ogy and new markets. The young man least four common elements: who creates a company to bring previ- ZZ They are entrepreneur focused. ously outsourced jobs to rural Missouri, ZZ They build leadership capacity. developing new skills in rural workers and ZZ They take a collaborative systems approach. tapping new markets, is an entrepreneur. ZZ They focus on regional assets.

32 Winter 2010 ForumJournal Entrepreneur focused more global view of the Entrepreneurship business. Peer support and development is a human networking enhance this development process— experience, giving entre- building the skills and preneurs an opportunity capacity of individual to learn from others who entrepreneurs, and have “been there, done potential entrepreneurs, that.” This model empha- so that they can most sizes building the skills effectively realize their of entrepreneurs so that dreams of business own- they, in turn, can grow ership and success. Being their businesses and create entrepreneur focused economic opportunity in means identifying and the region. connecting with rural Ord, Neb., county seat of Valley entrepreneurs—knowing County (2000 population 4,647), Building leadership who they are, identifying has achieved success with a focus capacity on supporting homegrown entre- their needs, and getting preneurs and engaging its young Rural places that are feedback from them people. The Valley County Museum in successful in creating a as the customers of Ord is part of a revitalized downtown more supportive environ- full of locally owned businesses. the initiative. ment for entrepreneurs Arial photo by Caleb Pollard; second One example of this photo courtesy Valley County Museum. are places with strong and entrepreneur focus is committed leaders—and taking place in northern Minnesota. The enough of them to really make a differ- Greenstone Group (an initiative of the ence. Too often, new ideas spring forth in Northeast Entrepreneur Fund) is focused a rural place, sparked by the creativity and on building the capacity of entrepreneurs passion of a single person, only to sputter through individual coaching and peer and die when that individual moves on, or networking.3 The program has helped burns out. For entrepreneurship devel- individuals launch or advance such opment to be effective and sustainable, business ventures as a custom sign busi- attention needs to be given to building ness that has increased sales, expanded leadership capacity that can nurture and its product line, hired two new staff, sustain these efforts. and given bonuses and raises in 2009. One model for building this leadership Another entrepreneur, an experienced capacity is HomeTown Competitive- sculptor, expanded a business line pro- ness (HTC).4 HTC is a comprehensive ducing cremation urns, which are sold framework for community building that online, for people and pets. includes a focus on community philan- Entrepreneurs work one-on-one with thropy, youth engagement, entrepreneur- a coach to identify key challenges and ship, and leadership capacity. The empha- the resources needed to help address sis on building broad-based leadership those challenges. As importantly, the capacity goes beyond the “usual suspects” coaching relationship helps the entre- to include young people, immigrants, new preneur to take a longer term and residents, women, and minorities and is a

ForumJournal Winter 2010 33 foundational piece of the HTC model. ual entrepreneurs, and create multicounty In the first HTC community, Valley initiatives that have, for example, brought County, Neb. (2000 population 4,647), entrepreneurship education to youth, rec- the Leadership Quest program was ognized innovative “agripreneurs,” created launched with a class of 20 residents, county E Resource Centers, and launched including five high school students. Over an agri-tourism initiative. four years, the program graduated 87 new leaders. Some of them are now Taking a collaborative applying this training by running for systems approach public office, including one participant Across the American landscape, even in who became the first woman to be elected rural places, there exists a diverse set of to the county board. organizations that support entrepreneurs— In addition, the professional leadership small-business development centers, capacity for economic development in the microenterprise organizations, chambers county expanded with the hiring of the of commerce, Main Street groups, commu- county’s first full-time economic develop- nity colleges, regional economic devel- ment director and a part-time business opment organizations, SCORE (Service development officer in 2000.5 The cost Corps of Retired Executives), and an array of this professional capacity is shared of institutions unique to a state or region. between the chamber of commerce and The challenge is that these organizations the county economic development board. often work in isolation and do not provide Both volunteer and paid leadership are a clear pathway for entrepreneurs to access having a significant impact on the county, their services. In addition, entrepreneur- in ways large and small. Since investing ship and business development activities in professional staff, the county has held are not connected to preservation, tour- ribbon cuttings and/or groundbreakings ism, and workforce development efforts, for 17 new businesses and retail sales creating obstacles to building collaborative have increased 20 percent between 2000 approaches to community and regional and 2004. The business development economic development. officer launched a business fair in a middle Examples of collaborative systems school that resulted in young entrepre- approaches do exist. The Entrepreneurship neurs creating businesses, marketing and Development Systems for Rural America selling products, and netting profits. effort, supported by the W. K. Kellogg A different approach to building leader- Foundation, resulted in the creation of ship capacity for entrepreneurship is the collaborative systems in six regions of the Kentucky Entrepreneurial Coaches Institute country. While the results are as diverse as (KECI), a program begun in 2003 to build the regions served, each initiative demon- a network of volunteer leaders and coaches strated the value, and challenges, of build- in the 41 most tobacco-dependent counties ing a collaborative model.7 in the state.6 Over time, the program has For example, in North Carolina, the graduated more than 80 community lead- Entrepreneurship and Innovation Alliance ers, with another 30 in the pipeline. These consists of representatives from entre- leaders advocate for entrepreneurship, preneurship development organizations, provide direct coaching services to individ- universities, community colleges, coopera-

34 Winter 2010 ForumJournal Kentucky Entrepreneurial Coaches Institute Fellows begin their training. The more than 80 volunteer leaders who have been trained so far now work in their communities coaching individual entrepreneurs and promoting entrepreneurship.

Photo by Katie Ellis tive extensions, and others, who have referred to a resource partner. In addition been meeting at least bimonthly for more to serving more than 2,000 customers by than five years to share program develop- the end of FY 2008, Network Kansas has ments and ensure that referrals across advocated for policy change in the state, these diverse organizations can happen created new capital programs to meet the more readily for entrepreneurs. This needs of entrepreneurs, and funded pilot statewide effort is being replicated in While entrepreneurship development is rooted two regions of the in individual communities, effective initiatives connect state. For example, with regional assets. in northeastern North Carolina, business counselors at entrepreneurial community projects across the regional university, the community the state. For example, it has provided college, and a nonprofit organization are support to a northwest Kansas county working together to provide training to that is helping hunting and tourism busi- young, aspiring entrepreneurs through a nesses develop direct markets to the Rocky youth entrepreneurship institute. Mountain front range, and a county in Another example of this systems southeast Kansas that is building agri- approach is Network Kansas (http://net- tourism associated with its strong Amish, workkansas.com). This virtual network Mennonite, and German Baptist heritage. was established by the legislature in 2004, went operational in 2006, and serves as Focusing on regional assets a central portal to connect entrepreneurs While entrepreneurship development in the state to a network of more than is rooted in individual communities, 400 resource partners. The portal offers effective initiatives connect with regional entrepreneurs an opportunity to connect assets. Regional initiatives provide access live with a counselor, either online or to a wider range of support services, and by phone, to discuss their needs and be markets, for the entrepreneurs they serve.

ForumJournal Winter 2010 35 The Appalachian Center for Economic rural economic development. In 2001 Networks (ACEnet) provides a range Karl Stauber, president of the Danville of support services, including techni- (Virginia) Regional Foundation, argued cal assistance and access to capital, to that a one-size-fits-all approach to rural entrepreneurs in a multi-county region development was ineffective, and identi- of southeastern Ohio.8 Through a fied the following desired outcomes of kitchen incubator facility, ACEnet pro- rural development policy: increased vides processing and ancillary support human capital, conservation of the natu- for food sector entrepreneurs including ral environment and culture, increased a wine-based pasta and salad dressing regional competitive investments, and company that now sells in more than investments in infrastructure that support 1,000 stores across the U.S. and several new competitive advantages rather than other countries. Through the Food We protecting old ones.9 In 2006 James Lind- Love regional brand, the organization is berg from the National Trust for Historic helping local entrepreneurs tap regional Preservation wrote that “among rural markets. For example, one incubator development professionals, there is a company is providing prepared vegan, growing consensus that future economic vegetarian, and ethnic entrees to Kroger vitality will result from developing local stores. In addition, ACEnet is a collab- entrepreneurs, not chasing smokestacks orative partner in a range of regional and feedlots.”10 Most recently, in offering economic development initiatives, a new frame for rural policy and invest- including Art of Ohio and the Central ment, Brian Dabson, president and CEO Appalachian Network. of the Rural Policy Research Institute, suggests that “there are many windows Entrepreneurship and of opportunity that could transform rural Heritage Development economic prospects” including explo- Over the past decade, there have ration of alternative energy resources, been repeated calls for taking a new regional and local food systems, and place- and asset-based approach to stewardship of natural resources.11

Through a website (www.arkansasdeltamade.com) and other marketing efforts, The Arkansas DeltaMade branding program, one effort of the Arkansas Delta Rural Heritage Development Initiative, brings regional and national attention to local businesses and products.

36 Winter 2010 ForumJournal An underlying theme is the need to tion, the initiative focused on the preser- draw on regional assets, including natural, vation of iconic properties in the region, heritage, and cultural assets, to uncover including a feasibility study for establishing innovative and unique sources of competi- a business incubator in a historic building tive advantage. Fortunately, rural develop- in one downtown, in partnership with the ment practitioners have been experi- An underlying theme is the need to draw on menting with and regional assets, including natural, heritage, and advancing new cultural assets, to uncover innovative and unique approaches that sources of competitive advantage. focus on tapping the talents of homegrown entrepreneurs local community college. Underlying these and investing to build the supportive efforts is a commitment to identifying the regional environments they need to be entrepreneurial talent that can turn these successful. The examples shared in this heritage and cultural assets into economic article provide just a glimpse of the inno- opportunities for the region, and providing vation occurring across rural America. support through a regional market analysis One of the promising approaches and partnership with Southern Financial bringing entrepreneurship and heritage Partners, a regional lending and technical development into close alignment is the support organization. Regional Flavors initiative supported by For the most part, innovations such the Kellogg Foundation and the related as ADRHDI occur within an overarching Rural Heritage Development Initiative of policy environment that responds with the National Trust for Historic Preserva- incremental change at best. Emerging tion. One of the pilot regions, the Arkan- policy discussions at the national level, sas Delta Rural Heritage Development however, present openings for renewed Initiative (ADRHDI), shows the power of conversations about and commitment to this collaborative approach and demon- place- and asset-based rural development. strates the elements of effective practice Significantly, an August 2009 White House described above.12 memorandum offered policy guidelines for Through a partnership between diverse interagency collaboration in support of groups including the Arkansas Economic place-based policies: Development Commission, the Clinton Effective place-based policies can School of Public Service–University of influence how rural and metropolitan Arkansas, Arkansas Delta Byways, and areas develop, how well they function the Preservation Alliance of Arkansas, as places to live, work, operate a busi- ADRHDI built on the region’s rich musi- ness, preserve heritage, and more.13 cal and agricultural heritage to launch The convergence of rural development the DeltaMade program and brand. This innovations with more supportive public branding created an opportunity to link policies suggests the need for deliberate to existing heritage trails and historic but determined action to spread innova- properties. One new effort was the official tive practices more broadly across the launch of the Arkansas Delta Music Trail: rural landscape. Fortunately, enterprise Sounds from the Soil and Soul. In addi- development strategies have been at the

ForumJournal Winter 2010 37 forefront of rural development innova- 4 HTC was developed through a collaborative partnership between the Heartland Center for tion and offer lessons for creating more Leadership Development, the Nebraska Commu- resilient, prosperous rural places in the nity Foundation, and the RUPRI Center for Rural Entrepreneurship, and received primary funding decades ahead. At the same time, the support from the W.K. Kellogg Foundation. To prominent attention given to the preserva- learn more, go to www.htccommunity.org. 5 Ord Nebraska Case Study in Will Lambe, tion and leveraging of heritage, cultural, Small Towns Big Ideas: Case Studies in Small Town Community Economic Development, and environmental assets suggests an School of Government, University of North important opportunity for collabora- Carolina at Chapel Hill, www.sog.unc.edu/ programs/cednc/stbi/cases/pdf/ord.pdf. tion among heritage preservation and 6 KECI is supported through the state’s Agricul- development professionals and enterprise tural Development Board and the Governor’s Office of Agricultural Policy. To learn more development practitioners in designing about KECI, go to www.uky.edu/Ag/CLD/KECI. creative approaches to rural development. 7 Elaine L. Edgcomb, Joyce A. Klein, and David Black, Revitalizing Rural Economies through Most importantly, experience suggests Entrepreneurship Development Systems, FIELD, that when entrepreneurial talent and heri- The Aspen Institute, December 2008, http:// fieldus.org/Publications/EDS08/EDS_2008.pdf. tage assets are combined in a supportive 8 To learn more about ACEnet, go to www. environment, rural people and places reap acenetworks.org. the rewards of renewed hope and future 9 Karl N. Stauber, “Why Invest in Rural America— And How? A Critical Public Policy Question economic prosperity. FJ for the 21st Century,” Economic Review, Federal Reserve Bank of Kansas City, Second Quarter, Deborah M. Markley, Ph.D., is managing 2001. director and director of research for the Rural 10 James Lindberg, “Rural Development Trends Policy Research Institute Center for Rural Entre- and Opportunities for Historic Preservation,” Forum Journal, Summer 2006. preneurship. For more information, go to www. energizingentrepreneurs.org. 11 Brian Dabson, “A National Imperative: Why Must We Invest in Rural America?” Opening Address, North Carolina Rural Economic Development 1 Dane Stangler and Robert E. Litan, “Where Center Rural Partners Forum, November 5, 2009. Will The Jobs Come From?” Kauffman Founda- tion Research Series: Firm Formation and Eco- 12 To learn more about the Arkansas Delta Rural nomic Growth, Paper No. 1, November 5, 2009. Heritage Development Initiative, go to www. arkansasdelta.org. To learn more about Regional 2 National Commission on Entrepreneurship, High Flavors, go to www.microenterpriseworks.org/ Growth Companies: Mapping America’s Entre- index.asp?bid=2191. preneurial Landscape, Washington, D.C., July 2001; Advanced Research Technologies LLC, The 13 “Developing Effective Place-Based Policies Innovative-Entrepreneurship NEXUS, Prepared for for the FY 2011 Budget,” Memorandum for the U.S. Small Business Administration Office of Advo- Heads of Executive Departments and Agencies, cacy and Edward Lowe Foundation, April 2005. The White House, August 11, 2009, www.white- house.gov/omb/assets/memoranda_fy2009/ 3 To learn more about the Greenstone Group, m09-28.pdf. go to www.greenstonegroup.org.

38 Winter 2010 ForumJournal Arkansas Delta Byways: Connecting the Dots

ruth Hawkins

ifty years ago a favorite pastime five new All-American Roads and 37 new for many families was a Sunday National Scenic Byways were announced afternoon drive in the country. in 26 states, bringing the total number of It didn’t matter much where you designations in the America’s Byways® col- Fwent. Back then, it truly was the journey, lection to 151 routes in 46 states. rather than the destination, that was Further emphasizing this growing important. You could slow down or stop interest, a study by the Travel Industry at attractions of interest ranging from fall Association of America in 2004 listed color to great picnic spots to historic sites rural sightseeing among the top five and markers. activities for U.S. travelers, tied with city/ Part of the fun was watching for the urban sightseeing, and topped only by Burma Shave signs that were ubiquitous shopping, attending family/social events, on the landscape and collectively spelled and outdoor activities.1 Additionally, out humorous messages. Often they the American Automobile Association provided safety admonitions to motorists, reported in 2009 that 74 percent of its such as “Slow down Pa/Sakes alive/Ma member households took a leisure trip missed signs/Four and five,” or “If daisies/ during the previous 12 months, and of Are your/ Favorite flower/ Keep pushing those, 82 percent took at least one trip up/Those miles per hour.” primarily by car.2

Burma Shave’s advertising billboards, featuring humorous verses divided among a series of signs along the highway, kept drivers’ and passengers’ attention. The signs were seen across America from 1925 to 1963. Photos by Hal Mitzenmacher

The signs are gone now, but the love Our Arkansas Delta Byways region has of the road is back, as evidenced by the been working for the past 12 years to capi- growing popularity of the Federal High- talize on this growing interest by connect- way Administration’s National Scenic ing the dots between related attractions, Byways program, an effort to get travelers much as the old Burma Shave signs kept off the interstates and onto the less- people moving from one sign to the next. traveled scenic and historic routes that By doing so, we are creating the critical reflect our nation’s character. During 2009, mass necessary to draw tourists to historic,

ForumJournal Winter 2010 39 cultural, and natural sites that might not Delta to diversify beyond its agricultural be significant enough to attract travelers base. Thus, when mechanized agriculture from great distances on their own. reduced the need for field hands and tenant farmers, beginning in the 1950s, Arkansas Delta thousands were out of work with no place Byways Background to go, unless they could get to factories in Arkansas Delta Byways refers to an area the north. Today even small- to mid-sized along the Mississippi River in eastern Delta farming operations have yielded to Arkansas that has been designated by large-scale farms and multinational corpo- the Arkansas Department of Parks and rations, and outmigration has significantly Tourism as one of the 12 official tour- affected education, quality of life, and ism regions in the state. Much larger business opportunities in the region. than any of the other regions, Arkansas Delta Byways includes 15 counties in the A Rich Heritage Arkansas Delta, as opposed to the four Although the Mississippi River Delta to eight counties that make up each of remains one of the most impoverished the other promotion regions of the state. regions of the country, it has a distinc- Additionally, it is a linear region, nearly tive heritage shaped over time by people’s 350 miles from north to south, present- struggles to tame the river and convert the ing significant challenges in promoting it land to productive agricultural use. The as a cohesive entity. geography and natural environment of the region have Developing the byways has included creating new influenced its his- attractions, as well as linking existing attractions. tory and culture in such a manner The Arkansas Delta technically is not that a distinctive bond has been created a delta at all, but part of a wide alluvial between the people and the land. There is plain created from sediments deposited by resilience in the people of the Delta, who the Mississippi River over thousands of seem to recognize that what the river gives, years. The drainage basin for the Missis- it can also take away. sippi River encompasses more than 40 And, indeed, much has been taken percent of the country’s land mass and away, and many of the physical remind- includes tributaries from 32 states and ers of the heritage of the Arkansas Delta two Canadian provinces, making land are gone. Most of the juke joints (mod- in the Arkansas Delta some of the most est roadside spots for eating, drinking, fertile in the country. and dancing) have been torn down, even While it has some of the richest land, though there are still plenty of reasons to it also has some of the poorest people. sing the blues. Downtowns that bustled A Lower Mississippi Delta Development on Saturday nights, when farm families Commission report to Congress in 1990 came to town after crops were sold, are likened the region to a Third World coun- now boarded up in numerous areas of try,3 and things have not changed much the Delta. And many former river towns in the intervening years. The economic are either abandoned or, as Mark Twain distress is due, in part, to the failure of the said of Napoleon, Ark., “swallowed up,

40 Winter 2010 ForumJournal Arkansas State University identified, acquired, and developed a significant attraction to entice travelers to the northern end of the scenic byway—The Hemingway-Pfeiffer Museum in Piggott. Home of Paul Pfeiffer, an influential agricultural pioneer in the state, the property also includes the barn studio used by Pfeiffer’s son-in-law Ernest Hemingway.

Photos courtesy of Arkansas State University. vanished, gone to feed the fishes.”4 Yet National Scenic Byways in the country.5 vestiges of this life remain, along with One of the most important outcomes attractions ranging from museums and of the designation was the development of historic sites to state parks, national pride within the region. While many resi- monuments, and wildlife areas. dents assumed they had nothing of interest to travelers, the assessment process for Partnership with Arkansas byway nomination and the preparation of State University the required Corridor Management Plan To link all these attractions together, went a long way toward raising awareness Arkansas State University began working and enabling people to see what they had in 1997 with the Arkansas Delta commu- looked past every day. nities and the tourism promotion associa- After successful byway recognition for tion for the region (at that time called Crowley’s Ridge, the tourism promotion Eastern Arkansas’ Great River Road association changed its name to Arkansas Association). The university’s purpose was Delta Byways, reflecting its new focus, twofold: (1) to utilize the entire region as and began working with the Mississippi an educational laboratory, thus providing River Parkway Commission on a second enriched experiences for Arkansas State National Scenic Byway for the region— University students, and (2) to serve as an the Arkansas segment of the Great River economic catalyst in distressed rural com- Road, designated in 2002. Today these munities by assisting in developing their two intersecting National Scenic Byway rural heritage tourism potential. routes serve as spines, conducting travelers To begin to accomplish these goals, the through the region, with a series of spurs university led an effort involving commu- and loops off the main routes that enable nity leaders and more than 600 volunteers travelers to venture even further off the to designate a route along Crowley’s beaten path. Ridge (a unique landform that traverses eight counties in the Arkansas Delta) as a Hemingway-Pfeiffer Museum— National Scenic Byway. This designation an Early Success was achieved in 1998, making Crow- Developing the byways has included ley’s Ridge Parkway one of the earliest creating new attractions, as well as linking

ForumJournal Winter 2010 41 existing attractions. For example, the south region) and opened the property in 1999 end of Crowley’s Ridge is anchored by an as the Hemingway-Pfeiffer Museum and outstanding Delta Cultural Center, located Educational Center. in a historic depot, while the Arkansas The museum serves more than 5,000 State University Museum is located mid- visitors annually, and programming way along the route. But there was little includes a house and barn tour that to entice cultural travelers to the northern interprets the Pfeiffers’ 1930s lifestyle, end of the route. Thus, Arkansas State literature courses at the graduate and University acquired the family home of undergraduate level taught by Arkansas Paul and Mary Pfeiffer of Piggott, Ark., State University faculty, workshops for whose daughter Pauline was married to teachers, weekend samplers that give Ernest Hemingway from 1927 to 1940. participants an introduction to Heming- During their marriage, the Hemingways way books and short stories, after-school made frequent trips to Piggott, and and summer creative writing programs Pauline’s family converted the barn into for junior high and high school students, a studio to give Hemingway privacy for an adult writers’ retreat, school programs writing. It was in this most unlikely setting developed in conjunction with area teach- that he wrote portions of A Farewell to ers to enhance humanities curricula, and Arms and segments of other books and a planned Pfeiffer farmstead tour that will short stories. take visitors to former tenant sites. In addition to having a famous son- On an economic level, the city of Pig- in-law, Paul Pfeiffer was important in gott, with a population of 3,900, added his own right to the agricultural heritage 18 new tourism-related businesses within of the Northeast Arkansas Delta region. the first five years of the museum’s open- He began acquiring swampland and ing, including restaurants, gift shops, converting it to agricultural production antique shops, and two bed and break- in 1902, and by 1930 he had amassed fasts. Revenues generated by travelers to 63,000 acres. This land was divided into the area during that time increased by 11 40- and 80-acre farmsteads, each with percent. Additionally, the city has devel- appropriate outbuildings, enabling him oped a downtown master plan, restored to attract some of the best tenant farmers its depot as a visitor center, built an from throughout the country. During amphitheater in its city park, and added the 1930s, he began selling off this land another museum in the community. to his tenants, often arranging attrac- Based on the success of the Hemingway- tive, flexible payment terms. Thus, many Pfeiffer Museum and Educational Center, farmers were able to fulfill the American two additional historic properties were dream of becoming landowners. restored by Arkansas State University. Using state grants, private donations, The Southern Tenant Farmers Museum, and federal National Scenic Byways fund- located in the former headquarters of the ing, the university restored the Pfeiffer Southern Tenant Farmers Union, opened home and barn studio to their 1930s in 2006 in Tyronza, Ark., a town situ- appearance (the era when Hemingway ated on a spur off the Arkansas Great was a frequent visitor, as well as the era of River Road National Scenic Byway. The significant agricultural development in the Lakeport Plantation, an antebellum struc-

42 Winter 2010 ForumJournal ture with many of its original decorative Rural Heritage Development finishes, opened in 2007 in Lake Vil- Initiative lage, Ark. The only surviving Arkansas Simultaneous with efforts to create and plantation home on the Mississippi River, develop the National Scenic Byways, five Lakeport anchors the southern end of the Main Street communities in the Arkan- Arkansas Great River Road. sas Delta began looking at ways to coop- To manage its off-campus heritage sites eratively establish a regional approach to and work with other communities in the economic development. With assistance region, Arkansas State University created from Main Street Arkansas and the Arkansas Heritage SITES (System Initia- National Trust for Historic Preservation tives for Technical and Educational Sup- in 2004, the communities (Blytheville, port). This office has an ongoing Memo- Osceola, West Memphis, Helena, and randum of Agreement with Arkansas Dumas) produced the Arkansas Delta Delta Byways to cooperatively promote Initiative, an assessment report and and develop the tourism potential of the action blueprint for revitalizing their region. Additionally, the university estab- communities. A key goal included link- lished a Heritage Studies Ph.D. program ing, or connecting the dots, between in 2001, with communities and attractions attractions in their communities. throughout the Arkansas Delta Byways The five communities all are located region serving as laboratories for student directly on the Arkansas segment of projects and research. the Great River Road. As many of the goals overlapped, Main Street Arkansas, The new Southern Tenant Farmers Museum in Arkansas Delta Byways, and the Historic Tyronza, housed in the former headquarters of Preservation Alliance of Arkansas became the Southern Tenant Farmers Union, is another Arkansas State University project. partners in a successful proposal for con- Photo courtesy of Arkansas State University sideration of the Arkansas Delta as one

ForumJournal Winter 2010 43 of two pilot regions for a Rural Heritage series of markers at significant locations Development Initiative (RHDI). The RHDI associated with the sounds of the Arkan- was a three-year demonstration project of sas Delta—gospel, blues, jazz, country, the National Trust for Historic Preserva- and rock ’n’ roll. tion, with funding support from the W. The RHDI program also has worked K. Kellogg Foundation, to formulate and with preservation efforts for a number of implement heritage-based economic devel- historic buildings in the region, providing consulting services, A branding and imaging effort was undertaken, technical expertise, resulting in an “Arkansas Delta: Soil and Soul” brand and grant-writing to reflect the unique spirit of the region. support. These projects have opment strategies. Local matching grants included the former Kress Building and were provided by the five Main Street Greyhound Bus Station in Blytheville, the communities, Main Street Arkansas, and one-room New Hope School in Cross the Winthrop Rockefeller Foundation. County, African-American churches in During the three years of the initiative, Helena and Dumas, the Selma Rosenwald from March 2006 through March 2009, School in Drew County, the Tushek Build- the region continued to build on the con- ing in Lake Village, KVSA Radio Station cept of driving routes and themed heritage near McGehee, and the Dyess Colony trails, with leadership from an RHDI field Administration Building from the New director. A branding and imaging effort Deal era in Mississippi County. was undertaken, resulting in an “Arkansas Perhaps most successful of all, an Delta: Soil and Soul” brand to reflect the Arkansas DeltaMade program was unique spirit of the region. A tear-off map established to showcase arts and crafts of the region was produced, showing the (such as pottery, paintings, jewelry, and two byways and the various loops and quilts) and food products (such as bar- spurs off the main routes. To encourage beque sauces, jams and jellies, honey, and people to explore the entire 15-county tamales). The program has grown from region, a Delta Destinations passport was 23 vendors at its launch in October 2007 created, with plans for periodic gift draw- to 69 vendors in March 2009. A Kitchen ings for those who visit at least 12 of 16 Incubator project being developed in the listed attractions. Main Street community of West Mem- Further connecting the dots, a crops phis will continue to address the growing brochure was produced to help visitors interest in regional flavors. understand what they were seeing in the Though the RHDI project officially fields during various seasons, and a bird- ended in March 2009, the work is being ing trail and associated website was devel- continued through the National Scenic oped in conjunction with the Audubon Byways program, with a two-year grant to Society. An African-American Heritage extend the services of the National Trust Trail brochure has been introduced and for Historic Preservation field director. a Music Heritage Trail was created that Additionally, the grant provides funding includes a CD/DVD, a map showing loca- for an extensive marketing plan to guide tions in relationship to the byways, and a the region over the next three to five years.

44 Winter 2010 ForumJournal The Arkansas Delta is renown for its musical heritage of gospel, blues, jazz, country, and rock ’n’ roll. The King Biscuit Blues Festival (Arkansas Blues and Heritage Festival), held each year in Helena, is among the musical events and sites actively promoted by the Arkansas Delta RHDI.

Photo courtesy of Arkansas Delta Rural Heritage Development Initiative

Conclusion Rural Heritage Development Initiative and Since designation of the first National the National Scenic Byways designations Scenic Byway in the region in 1998, $7.47 have provided outside validation that there million in funding for projects along the is, indeed, a heritage worth preserving and routes has been received directly from celebrating in the Arkansas Delta. FJ the National Scenic Byway program, Ruth Hawkins is director of Arkansas Heri- along with an additional $9.23 million tage SITES at Arkansas State University and in federal, state, and private funds to executive director of Arkansas Delta Byways, a tourism promotion association in eastern Arkan- Arkansas State University for preservation sas. She serves as an Arkansas advisor to the and heritage-related projects in the region. National Trust for Historic Preservation. Further, the Rural Heritage Development 1 Travel Industry Association of America, Initiative has brought nearly $2.5 million TravelScope.® in directly and indirectly leveraged funds 2 American Automobile Association, Travel Facts, August 2009. into the Arkansas Delta. 3 The Lower Mississippi Delta Development Com- The region has a long way to go, but mission, Realizing the Dream. . .Fulfilling the Potential, A Report to the President and the Con- there have been numerous successful gress of the United States, May 14, 1990, 6. mileposts along the way. We have learned 4 Mark Twain, Life on the Mississippi (New York: The Heritage Press, 1944), 206. a number of things that will serve us well 5 The first National Scenic Byways and All- throughout the remainder of the journey. American Roads were designated in 1996 by the Federal Highway Administration and the U.S. Among the important outcomes, the Department of Transportation. Arkansas Delta has benefited significantly from the technical expertise brought to the region by the National Trust for Historic Preservation and Arkansas State Univer- sity. Perhaps even more importantly, the

ForumJournal Winter 2010 45 Innovative Programs Benefit Historic Places in the Rural Northeast

elizabeth humstone

rom small-town Main Streets emerge, more communities clamor to put and mill buildings along river their own stamp on rural preservation. banks to farmsteads and scenic There are numerous entities that offer landscapes, the rural areas of the help, including state agencies, federal FNortheast are filled with historic resources agencies, nonprofit organizations, and that residents cherish, that small busi- for-profit consultants. Traditionally much nesses flourish in, and that visitors from of this help has come from the National around the world flock to see. Trust for Historic Preservation and its Conservation and continued use of statewide and local partners. There are these rural resources pose many chal- other new and interesting sources for lenges for small communities. Volunteer- assistance emerging as well, offered by run local governments and citizen groups innovative state programs and regional are involved in complicated restorations nonprofits. Some of the most excit- of crumbling historic buildings, legal ing advances can be found in Vermont transactions to protect farmland and through its Downtown Program, in scenic vistas, and market assessments rural regions such as midcoast Maine for revitalizing Main Streets. In addi- through Friends of Midcoast Maine, and tion, changing economic conditions have in Massachusetts through its Community contributed to landscapes of abandoned Preservation Act. manufacturing facilities, boarded-up stores in village centers, and mile after Vermont Downtown Program mile of fallow farmland. Without assis- Vermont’s villages and downtowns are a tance, it is hard to imagine how these defining part of the state’s rural character. rural areas can respond. Nevertheless, For centuries these centers were where there are signs that communities are turn- the business of daily life took place, but ing these conditions around. with the automobile, new highways, and Through education and technical attendant strip development and sprawl assistance in community development, many of them began a slow decline. heritage tourism, branding, business According to Paul Bruhn, executive direc- development, agricultural promotion, tor of the Preservation Trust of Vermont, and land conservation, many Northeast- “The Vermont brand is the foundation of ern rural towns have stopped the erosion our economic strength. The brand is based of their quality of life and breathed on strong downtowns and village centers, new energy into their communities. As a working landscape, and mountains. It more models of revitalization of rural is crucial that we are good stewards of all economies and conservation of resources those resources.”

46 Winter 2010 ForumJournal Since the 1960s, Vermont has taken Today there are 23 downtowns, 94 steps to encourage development in village centers, and one new town center downtowns and village centers through designated under the program. To be eli- planning and land-use laws designed to gible for designation as a downtown, the prevent incompatible suburban commercial community must have a National Register growth. While helpful, it was not enough Historic District, a revitalization plan, and to come up with good plans. Communities an organization that coordinates down- needed more tools to implement the plans. town work and demonstrates a long-term In 1994 the Vermont Downtown strategy. Villages, which are usually con- Program, an affiliate of the National fined to a very small area in the historic Main Street Center, was initiated to offer mixed-use center of town, receive fewer technical assistance and other incentives benefits but are eligible for designation for adaptive use of historic buildings and even without a historic district or plan. revitalization of Main Streets. In 1998 the With designation, benefits flowing Downtown Development Act was passed to municipalities and property own- to create a formal recognition process ers include a state historic preservation for communities committed to revital- tax credit of 10 percent, a 25 percent izing their downtowns, and to offer them facade improvement tax credit, a 50 tax credits and other benefits. Later that percent code improvement tax credit year, concerned by the challenges fac- for items such as sprinklers, elevators, ing downtowns, the Vermont Forum on and lifts (simpler than elevators) and Sprawl (now Smart Growth Vermont) for brownfields abatement, access to a and partners, including the Preservation Downtown Transportation Fund, and Trust of Vermont, convened Realtors, priority for certain state funds. The tax developers, preservationists, planners, credits cannot exceed $1.7 million, a and government officials to discuss As more models of revitalization of rural how to encourage economies and conservation of resources emerge, more development more communities clamor to put their own stamp downtown. A on rural preservation. group of partners that emerged from this conference small number but one that has grown succeeded in lobbying to expand the tax over the years. With the assistance of credits in downtowns and to add village Downtown Program staff, members of centers and new town centers to the pro- downtown organizations receive train- gram. In addition, exemptions from state ing in business development, market permitting were given for mixed housing analysis, promotion, and branding. By projects below a threshold size. Over the exempting certain sized mixed-income years, advocates have successfully pushed housing projects in downtowns from Act for improvements to the program, includ- 250, Vermont’s land-use law, the state ing raising the caps on the tax credits, has added an incentive for developers to expanding eligibility, and offering simpli- locate in these areas. Otherwise, under fied ways for property owners to access Act 250, developers would have to meet the monetary benefits. 10 stringent criteria dealing with matters

ForumJournal Winter 2010 47 ranging from traffic safety, water quality, lifts to make upper floors accessible, and air quality to municipal fiscal impact sprinklers to increase use of upper floors, and compliance with both municipal and and other alterations to bring buildings up regional plans. to code. With the assistance of the Vermont The town of Hardwick, in the rural Downtown Program as well as other Northeast Kingdom of Vermont, provides state programs, communities in Vermont one impressive example of the Downtown have been able to address many rural Program’s impact. Residents of Hardwick preservation needs. Downtowns that wanted to rebuild their downtown after a have participated in the program have fire in a key building while at the same time added a significant number of affordable promote a food production network on housing units and business space through surrounding rural lands. The burned build- the rehabilitation of numerous historic ing was rehabbed using Vermont historic structures that were vacant or under- preservation tax credits and matching utilized. They have constructed sidewalks, federal tax credits, as well as the Down- completed streetscape projects, improved town Program’s tax credits for an elevator, parking and pedestrian circulation, sprinkler system, and code compliance upgraded building facades, and restored measures. The building now houses 14 historic parks. In the smaller villages, the affordable apartments on the upper floors Downtown Program’s tax credits have and, on the ground floor, Claire’s, a restau- helped to support facade improvements, rant specializing in local produce started

About Claire’s Restaurant

Here in Hardwick, Claire’s restaurant, sort of a clubhouse for farmers, began with investments from its neighbors. It is a Community Supported Restaurant. Fifty investors who put in $1,000 each will have the money repaid through discounted meals at the restaurant over four years.

“Local ingredients, open to the world,” is the motto on restaurant’s floor-to-ceiling windows. “There’s Charlie who made the bread tonight,” Kristina Michelsen, one of four partners, said in a running commentary one night, identifying farmers and producers at various tables. “That’s Pete from Pete’s Greens. You’re eating his tomatoes.”

New York Times, October 7, 2008 www.nytimes.com/2008/10/08/dining/08verm.html

Photo by Gary Hall

48 Winter 2010 ForumJournal through the support of community inves- One area where citizens have taken tors and the Preservation Trust of Vermont. action to address rural preservation is in With widespread state and federal support midcoast Maine. When the widening of for Hardwick’s entrepreneurial food-based U.S. Route 1 along the coast was pro- industries and downtown revitalization, posed about ten years ago, citizens grew the community was able to not only alarmed that the highway would harm rehabilitate a core property in its historic the many small towns, the scenic vistas, downtown, providing needed housing and and the abundant natural resources of a restaurant to showcase local produce, but the region. They banded together to form also support its rural working landscape by Friends of Midcoast Maine (FMM) to providing facilities for storage, processing, educate and advocate for healthy down- and marketing of food. towns and the preservation of the rural The Downtown Program is extremely landscape—places under threat from popular and there are more applications highway development, sprawl, rising land for tax credits than there is money. In prices, and loss of jobs. 2009 some slight gains were made in The organization has stated its con- available tax credits due to an influx of cerns this way: federal economic stimulus funds. Nev- Like pearls on a strand, our midcoast ertheless, state funds and staffing levels towns are unique and perfectly strung are shrinking in this recession. In spite of along the coast. From village, town, broad support, it remains to be seen what city, and countryside to all the special 2010 holds for the Downtown Program. places in between, Friends of Midcoast Maine is dedicated to promoting the Friends of Midcoast Maine region’s prosperity while preserving Rural communities that work to revital- the qualities that make Maine unique. ize downtowns know that they must be (from FMM solicitation letter, 2009). attentive to what happens outside of their FMM is a small 501(c)(3) nonprofit town centers as well. The vitality of small organization with a diverse board of downtowns and village centers is con- directors representing all parts of the tinually under threat from commercial region, a full-time executive director, and and residential sprawl in outlying areas. a part-time staff planner. FMM covers This pervasive trend alters rural char- more than 30 municipalities in Maine acter, undermines traditional industries, from Brunswick in the south to Buck- and often decreases the supply of afford- sport in the north along the coast and able housing in small towns. In 1993 and inland. FMM’s modest budget is sup- again in 2004, Vermont was declared ported through donations and member- one of America’s 11 Most Endangered ships (35 percent), grants (28 percent), Historic Places by the National Trust for consultation fees (33 percent), and Historic Preservation due to the threats special events (4 percent). to its town centers and quality of life Through FMM, the “grassroots go from big box development. Rural preser- mainstream,” according to Jane Lafleur, vationists know they must be constantly FMM’s executive director. Lafleur, a pro- vigilant to ward off intrusions to their fessional planner, has many years experi- small-town way of life. ence working in small towns and knows

ForumJournal Winter 2010 49 that residents in these towns need help to rural preservation issues. For example, to accomplish their goals. FMM works Camden, Maine, residents were distressed with residents to link their goals and pri- that the state Department of Transporta- orities to resources such as state transpor- tion planned to remove several large trees tation funding and regional planning assis- there while widening Route 1. FMM tance. FMM has developed ways to engage coordinated a site walk during which con- the public and bring more voices into the cerned citizens and MDOT representatives planning process in this rural region. reviewed each tree; as a result, many of the While FMM doesn’t list historic trees in the historic district were saved. preservation as one of its top priorities, With a nine-year track record of ser- its actions go a long way toward pre- vice to local governments, citizens groups, serving the unique resources of cultural and grassroots efforts, FMM now stands life along the Maine coast. A Maine, as a model for how to deliver necessary Then and Now slide show developed in support services to rural communities in a conjunction with the Penobscot Marine region with common issues and concerns. Museum has built awareness of the historic resources that still abound in the Massachusetts Community region and has garnered support to save Preservation Act what they have for the future. Countless Like Vermont, the state of Massachu- workshops and training sessions have setts has taken an incentive approach to helped communities develop the tools for encourage communities to protect open action, including farmland trusts, big-box space, preserve historic properties, and store size caps, and connected bike and provide affordable housing. In 2000 the pedestrian paths. Massachusetts General Assembly passed As one example, the town of Lincoln- the Community Preservation Act (CPA) ville, Maine, asked for FMM’s help enabling towns to raise funds by an up-to-3 in deciding what to do with a historic percent surcharge on the local property tax schoolhouse on a property near the town for protection and provision of community hall and a fire station. Lafleur encouraged assets. In return, the state agreed to match these local funds. While FMM doesn’t list historic preservation The amount of the as one of its top priorities, its actions go a long way match has varied. toward preserving the unique resources of cultural Initially it was 100 life along the Maine coast. percent of the local revenues raised. the town to look more broadly at the More recently it averaged 40 percent of entire village. She facilitated a visioning the local revenues due to the growing session that is now leading to the develop- number of communities participating and ment of a village center plan. A village constraints on state income. More than blog informs citizens of the plan’s progress $330 million in state funds were distrib- and invites their participation. uted between 2002 and 2009. During the FMM also helps to mediate disputes. same period, the number of participating Conflict resolution efforts led by skilled communities grew from 34 to 142, out of a professionals can provide valuable answers total of 351 municipalities in the state.

50 Winter 2010 ForumJournal With help from Friends of Midcoast Maine, the town of Lincolnville is developing a plan for its village center.

Photo courtesy of Jane Lafleur, executive director, Friends of Midcoast Maine

To benefit from the state match, cities cemetery restoration, restoration of the and towns must annually appropriate at Old Boyden School House, and special least 10 percent of the fund revenues for signage in the historic district. Southwick’s acquisitions or initiatives in each of the funds matched state and federal funds for three priority categories: open space, his- farmland preservation and supported a toric resources, and community housing. trail network, cultural resources inven- Allocations may include funds reserved tory, and rehabilitation of a factory for for projects that are not finalized. The use as a museum. Dunstable purchased a Act promotes public participation by farm and resold the house and barn with requiring that a local citizens board rec- historic preservation restrictions on them; ommend to the legislative body what the created a picnic area and scenic vista; funds should be used for. preserved a historic bridge by providing A brief survey of expenditures of Com- alternative access for emergency vehicles; munity Preservation Act funds by several and repaired a slate roof on the historic rural towns1 in Massachusetts provides town hall. Although not as frequently a snapshot of the uses of the funds. A listed, affordable housing projects, such clear majority of the funds benefit rural as surveys, studies, and organizational preservation by supporting protection development, have also been undertaken and restoration of historic resources and in small towns. landscapes, farmland and farm building The future of the Massachusetts CPA protection, trail development, historic program, however, is not secure. As the resource surveys, archival work, rehabili- number of communities participating in tation of public buildings, and placement the program grows and as state revenues of historic markers. For example, the stagnate due to current economic condi- town of Conway used its CPA funds for tions, communities are no longer getting

ForumJournal Winter 2010 51 these programs. Expansion of such programs may be difficult given current economic conditions. There is concern that the cap on tax credits may be lowered due to the stagnant economy in Vermont even in the face of strong demand for funding. Massachusetts is struggling to keep up with its contributions to the CPA program. Regional nonprofits, such as Friends At a visioning session facilitated by Friends of of Midcoast Maine, that rely on active Midcoast Maine’s executive director, residents of boards and modest budgets and with a Lincolnville, Maine, were asked, “What do you envision for Lincolnville center?” Their answers clear mission and tools, may provide an are ranked by font size in this “wordle” prepared enduring solution in some rural areas. FJ by FMM. Elizabeth Humstone is an advisor to the the 100 percent match. In tight economic National Trust for Historic Preservation from times such as today’s, some communi- Vermont and an urban planner who teaches, writes, and consults on planning and orga- ties are questioning whether or not they nizational development. She is coauthor with should maintain their participation in the Julie Campoli and Alex MacLean of Above and program. In addition, there are concerns Beyond: Visualizing Change in Small Towns and Rural Areas, and the recipient of numerous that the program benefits the wealthiest awards including a Rome Prize at the American communities that can afford the property Academy in Rome.

tax surcharge and, therefore, shifts state 1 Becket, Boxford, Conway, Deerfield, Dunstable, funds away from poorer communities.2 Hubbardston, Southwick, Templeton, West Boylston. These communities range in popula- Nevertheless, given the substantial tion from 1,801 to 9,571 as of 2008. resources the CPA program has brought 2 http://www.hks.harvard.edu/rappaport/downloads/cpa/cpa_final.pdf to historic preservation, open space pro-

tection, and affordable housing around Resources the state, it has proved to be an effective Vermont Downtown Program: initiative. In small towns, where financial www.historicvermont.org/programs/downtown.html www.ptvermont.org/publications/smartmart.htm resources are scarce and volunteers are www.ptvermont.org/publications/Home- relied on for valuable services, the CPA grownEconomy/sprawl_book.htm program has enabled many rural preser- www.smartgrowthvermont.org/help/indicators/ www.smartgrowthvermont.org/learn/downtowns/ vation projects that otherwise would lack Hardwick, Vt., case study: funding to proceed. www.ptvermont.org/CommunitySupportedEnter- prises/CommunityRestaurant.pdf These three examples illustrate the Friends of Midcoast Maine: types of assistance available from state www.friendsmidcoast.org and regional entities that can make a big Massachusetts Community Preservation Act: www.communitypreservation.org difference in rural preservation. Commu- www.commpres.env.state.ma.us/content/cpa.asp nities like Lincolnville, Maine; Hardwick, www.hks.harvard.edu/rappaport/downloads/cpa/ Vt.; and Dunstable, Mass., were able to cpa_final.pdf make some significant progress on village revitalization, historic preservation, and open land conservation with the help of

52 Winter 2010 ForumJournal

periodicals Postage Paid Washington, DC

1785 Massachusetts Avenue, NW Washington, DC 20036 www.PreservationNation.org

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On the cover: Vineyard, Adair County, Iowa. Farmers around the country are adopting strategies to help keep historic farmsteads viable in a changing agricultural economy. There are now 400 vineyards and 83 wineries in Iowa, up from just 13 in 1999.

Photo by James Lindberg.