Celebrating Authentic Texas

TEXAS PLAINS TRAIL REGION Annual Report to Stakeholders 2015-16 Texas Plains Contents Trail Region Board of Executive Summary 3 Authentic Texas Directors Our 52 Counties 4 2015-16 Emeritus Directors From Our Board President 4 About the Executive Committee by election of the board *deceased Texas Plains Trail Region 5 President Kristine Olsen Phil Barefield Briscoe County The Year in Review 6 Vice President Stephanie Price Lana Payne Barnett Swisher County Treasurer Kathleen Beach Deborah Bigness Lubbock County Key Accomplishments 8 Secretary Carol Campbell Judy Burlin Donley County Authentic Texas Magazine 10 Anne Christian Armstrong County Historic Highways 13 Terms expiring August 2016 Linda Drake Oldham County Financial Report 14 Carol Campbell Matador Paula Edwards Deaf Smith County The 52 Club 15 Paula Sue Hatfield Snyder Wendi Fuller Mitchell County Partners & Affiliations 16 Kay Henard Claude Gina Gillespie Hansford County Contact Us 16 Holle Humphries Lubbock Paula Goff* Gray County Debbye ValVerde Big Spring Carolyn Hardy Floyd County Bobbye Hill* Wheeler County Terms expiring August 2017 Viola Moore Carson County Kathy Allen Stratford Marie Neff* Garza County Kathleen Beach Post Janet Parnell Hemphill County Suzanne Bellsnyder Spearman Marisue Potts Motley County Jim Brokenbek Amarillo Virginia Scott Lipscomb County Ramon Johnston Lubbock Sammie Simpson Cochran County Patty Pharis Colorado City Verna Anne Wheeler Crosby County Stephanie Price Amarillo

Terms expiring August 2018 Texas Main Street cities in our region Vicki Hamblen Happy, Canyon Amarillo Colorado City Rita Isbell Paducah Canyon Levelland ON THE COVER Ada Low Lester Mobeetie, Wheeler Childress Plainview The 47-foot Tex Randall Kristine Olsen Dalhart statue has stood as a Virginia Scott Lipscomb Texas Historic Courthouse Preservation roadside icon in Canyon, Program participants in our region Texas, since 1959. This year, Terms expiring August 2019 Crosby County Lipscomb County thanks to fundraising from Lana Payne Barnett Tulia Dickens County Lynn County Canyon Main Street, he’s had a complete makeover. Tai Kreidler Lubbock Donley County Randall County Read the full story — and Kay Lard Pampa Gray County Roberts County enjoy the images of Tex’s Danyel Parkhurst Boys Ranch Hardeman County Wheeler County transformation— in the Abigail White Fritch winter 2016–17 issue of Authentic Texas (www.AuthenticTexas.com)

The Texas Heritage Trails are an award-winning heritage tourism initiative of the Texas Historical Commission. • Many thanks to Texas Heritage Trails state coordinator Teresa Caldwell and the other staff of the Texas Historical Commission for their dedication to this endeavor and their support of our region.

2 • Texas Plains Trail Region Annual Report 2015–16 EXECUTIVE SUMMARY Authentic Texas

The name of our new Heritage Trails magazine captures the essence of what our program exists to save and share: the real places and real stories of the Lone Star State.

Launched in March 2016 by a coalition of five Heritage Trail Regions, this glossy 80- page quarterly publication focuses on the state’s fascinating heritage destinations, and the people and events that shape them.

Distributed free via travel information centers and tourism partners statewide, and by paid annual subscription, Authentic Texas fills a niche not fully served by Texas’s existing array of excellent statewide magazines. Just as the mission of the Texas Heritage Trails has always been to draw travelers out to every corner of Texas and not solely to major cities and well-known attractions, Authentic Texas shines a spotlight on the tales travelers love and the places they can go to see and experience for themselves.

The Texas Plains Trail, one of the five participating partners in Heritage Trails LLC, has benefited from extensive coverage during the magazine’s inaugural year, with features on the Bankhead Highway, Palo Duro Canyon, Canadian fall foliage, Lubbock arts, HERITAGE EVENTS AND the Quanah Parker Trail, and more. If you missed an issue, they’re available online at DESTINATIONS make up AuthenticTexas.com. a significant slice of Texas’s $73 billion annual travel and And of course we’ve continued our robust promotion of Panhandle and Plains destinations tourism industry. through our own region’s signature programs: the Quanah Parker Trail; the annual Visitor & Museum Guide through West Texas TravelHost; our representation of partners at the State Fair of Texas; our monthly Tales from the Trail newsletter; our Texas Fifty-Two-Step Tour; our annual Roundup; our technical expertise available to partners; and much more.

Our liaisons with allied organizations such as Preservation Texas and the Panhandle Tourism Marketing Council have been particularly fruitful during the past year, bringing attention to historic assets worthy of saving and repurposing in our region, and chapters of history deserving to be researched and told. And the Texas Historical Commission’s first-ever“Real Places” statewide heritage tourism conference in June 2016 gave us a chance for all of the Heritage Trails to connect with Main Street programs, courthouse stewards, highway historians, county historical commissions, and others to learn from one another and join in our shared goals.

Our participating counties, communities, and organizations lent their proportional support to a cooperative marketing plan that yields well over $50,000 in value to every one of our 52 counties. In FY16 our 17-member board (plus other volunteers) devoted a cumulative total of 4,694 hours with a value of $108,279; a total of 24,841 miles with a value of $16,584; and $8,130 in out-of-pocket dollars, for a total “DAYTRIPPER” CHET GARNER does the heavy lifting, but all the value of $135,984. Their contributions have been returned to the Trails had a chance to shine at the economic vitality and quality of life of this state many times over. June 2016 Real Places Conference. —Barbara Brannon, Executive Director

Texas Plains Trail Region Annual Report 2015–16 • 3 Our 52 Counties From Our Board President Within the Texas Plains Trail Region, you could travel a different county every week When things got tough for the Texas Heritage of the year! (Boldface indicates FY16 Trails following the 2015 legislative session, the contributing counties) Texas Heritage Trails got going. I'm proud of the way the Armstrong Hemphill Texas Plains Trail has carried on its important Bailey Hockley work despite leaner funding. Borden Howard Briscoe Hutchinson During the past year we've applied for foundation grants, Carson Kent sold books and a really cool deck of playing cards that Castro King doubles as a regional travel guide, and, most impressive Childress Knox of all, launched and published a statewide magazine that Cochran Lamb highlights our great Texas destinations. Collingsworth Lipscomb Cottle Lubbock We've enjoyed visiting with our elected officials around Kristine Crosby Lynn the districts touching on our region, reminding them Dallam Mitchell Olsen of the enormous impact of heritage tourism on Texas's Dalhart Dawson Moore economy. We've also appreciated the involvement of Gov. Deaf Smith Motley President, and Mrs. Abbott in our Trails programs, and the pledge of Dickens Ochiltree 2015–16, 2016–17 support for the Texas Heritage Trails as a top priority by Donley Oldham Floyd Parmer Texas Historical Commission chair John L. Nau III. Danyel Foard Potter Gaines Randall As you read about our organization’s accomplishments Parkhurst Garza Roberts during 2015–16, be watching for the great things Boys’ Ranch Gray Scurry already under way for 2016–17! Co–Vice President, Hale Sherman —Kristine Olsen 2016–17 Hall Swisher Hansford Terry Hardeman Wheeler Hartley Yoakum

TOURISM PARTNERS in the Plains Trail Region consist of heritage attractions, events, and destination marketers, but in order to promote the entire region most equitably, we solicit support on a county-by-county rather than partner-by- partner basis. We are grateful to county judges, elected officials, and county staff who lend their aid and help welcome visitors.

4 • Texas Plains Trail Region Annual Report 2015–16 About the Texas Plains Trail Region

Enjoy the rugged beauty and shimmering sunsets of the Texas Plains. Miles and miles of shortgrass prairie gives way suddenly and unexpectedly to spectacular canyon vistas as you cross this 52-county region. The normally pleasant weather can change in an instant and quickly change back again. One of the last parts of the continental United States to be permanently settled, the Texas Plains have been occupied for millennia. More than 12,000 years ago, the Clovis people, the earliest known residents of North America, roamed this land hunting the ancient bison and the Columbian mammoth. In time, the Apache and Comanche nations came, followed by Spanish explorers, cowboys on the free range, and finally, homesteaders seeking opportunity in a new place. The stories of the land and the people are the history of the Texas Plains—and the true stories of the West.

TheTexas Heritage Trails Program (THTP) is the Texas Historical Commission’s (THC) award-winning heritage tourism initiative. This economic development program encourages communities, heritage regions, and www.TexasPlainsTrail.com the state to partner and promote provides a wealth of travel information, as one of the ten Texas’ historic and cultural resources. regional sites at www.TexasTimeTravel.com. Visitors may These successful local preservation plan their adventure by destination city, site, date, or even efforts, combined with statewide theme of travel—to make the most of every moment. marketing of heritage regions as tourism destinations, increase visitation to cultural and historic sites and bring more dollars to Texas communities. This in turn supports the THC’s mission to protect and preserve the state’s historic and prehistoric resources for the use, education economic benefit, and enjoyment of present and future generations.

The THTP is based around10 scenic driving trails created in 1968 by Gov. John Connally and the Texas Highway Department (now the Texas Department of Transportation) as a marketing tool. The trails were established in conjunction with the HemisFair, an international exposition that commemorated the 250th anniversary of the founding of San Antonio.

In 1997, the state legislature charged the THC to create a statewide heritage tourism program. The THC responded with a program based on local, regional, and state partnerships, centered on the 10 driving trails. These trails serve as the nucleus of 10 heritage regions, and include heritage tourism attractions and communities both on and off the trail.

The program began with the establishment of the Texas Forts Trail Region in 1998. Other heritage regions made a formal application to the program, demonstrating knowledge of area attractions and broad support from organizations and local government; the Texas Plains Trail Region was established in 2003. The suite of heritage regions was completed in 2005 with the additions of the Texas Pecos and Hill Country Trail Regions.

The THTP received national recognition with thePreserve America Presidential Award in 2005. This award was given for exemplary accomplishment in the preservation and sustainable use of America’s heritage assets, which has enhanced community life while honoring the nation’s history. The following year, the program was awarded a Preserve America grant for developing the Heritage Tourism Guidebook and for providing heritage tourism training across the state.

Texas Plains Trail Region Annual Report 2015–16 • 5 The Year in Review, 2015-16

Our staff and volunteer board work year-round to preserve history, educate visitors and residents, and spread the word about the rich heritage of the Texas Plains and Panhandle. The events listed below are highlights of our executive director and board travel, representing but a fraction of the myriad museum events, fairs, festivals, performances, outdoor events, history conferences, and other inviting opportunities in our region.

2016 marked the golden anniver- sary of the NATIONAL HIS- Every fall, for 24 days in Dallas, the Texas Heritage Trails TORIC PRESERVATION ACT, set up and operate the only statewide Texas travel booth at signed into law by LBJ in 1966. the STATE FAIR OF TEXAS.

SEPTEMBER 4 Abilene Cooperative projects with Forts NOVEMBER 8–11 Austin Heritage Trails LLC work sessions 7 Mount Vernon to Weatherford Bankhead 17 Canyon TPTR Board Training; restock PDCSP Highway tour/test drive mobile app 29–Dec. 8 Childress to Laredo to McAllen 9 Lubbock, Hale, Crosby, Kent Counties FAM Great US 83 Whistle-Stop Tour; Artsmith tour of ghost town sites with travel writer Laredo residency 12–13 Lubbock National Cowboy Symposium & Celebration DECEMBER 8–9 Austin Texas Heritage Trails statewide 20–22 San Antonio TTIA Travel Summit meeting; Heritage Trails LLC 23 San Antonio Texas Heritage Trails LLC 11 Amarillo Restock PDCSP; meeting with meeting designer Rock Langston; meeting with Canyon 29 Dallas State Fair setup/Go Texan Preview Chamber 30–Oct. 4 Dallas State Fair booth staffing 16–17 Boys’ Ranch TPTR Board Meeting/Holiday Party; tour of Boys’ Ranch OCTOBER 6 Fritch Panhandle Tourism Marketing Council; restock PDCSP JANUARY 6 Amarillo PTMC Meeting and presentation 8 Colorado City, Coahoma, Big Spring MVPA 2016 8 Amarillo PTMC meeting on Red River Bankhead Highway Convoy War strategy; meeting with Amarillo Area 10 Floydada Punkin Days Foundation 15 Amarillo Board meeting and trolley tour 21 Canyon Visit Canyon strategy session; restock 24 Quitaque West Texas Trails Conference PDCSP 27 Spearman Program for Spearman Lions Club; 22 Colorado City Program for Colorado City meeting with local partners; tour of local sites Lions Club; survey of local sites 27 Lubbock Meeting with LHUCA leaders for Authentic Texas magazine story

FEBRUARY 3-5 Wheeler/Shamrock/Turkey/Childress Great US 83 Whistle Stop Tour; meetings with partners; Roundup site visit; PTMC Red River War strategy meeting 8 Lubbock Meeting w/Holle Humphries and Hanaba Welch re: book project 17–18 Austin Preservation Texas Honor Awards and Summit The Texas Historical Commission and elected officials recognized five 19 Austin THTP research in archives long-standing independent businesses in Paducah and Cottle County in 22 Austin TTIA Unity Dinner; THC staff 2015 with the TEXAS TREASURE BUSINESS AWARD. meetings 23 Austin Meeting with Office of the Governor 28 Paducah Texas Treasure Business Awards 27 Armstrong County Hamblen Memorial 29–30 Abilene Friends of THC meeting; THC Highway Dedication; restock PDCSP quarterly meeting; work sessions w/Trails EDs 6 • Texas Plains Trail Region Annual Report 2015–16 HUNT FOR HISTORY ON ROUTE 66, Amarillo, May 2, 2015

MARCH 2–5 Irving Texas State Historical Association annual meeting QUANAH 7 Lubbock Visit with Lubbock County Judge PARKER Tom Head (w/Holle Humphries) TRAIL ARROW 8 Canyon Visit Canyon; restock PDCSP DEDICATION, 9 Lubbock Lubbock Heritage Society board Anton (Lamb meeting; meeting w/Go Texan and Texas Tech County), August Agricultural Communications faculty 26, 2016 16 Lubbock Texas Heritage Trails Program conference call 18 Tahoka QPT arrow installation, Tahoka Lake Pasture; Texas Country Reporter filming 18 Post Taba’na Yua’ne Wind Ceremony 22–23 Abilene Authentic Texas Magazine planning meeting

APRIL 4 Dickens, Benjamin Community visits 5 Mobeetie PTMC Red River War planning meeting & site visit 6–9 Abilene West Texas Historical Association excursions and conference 14–17 Monahans, Midland, Colorado City, Sweetwater, Abilene Sisters on the Fly tour of Bankhead Highway 21 Spearman TPTR Board Meeting

August 2016 marked the centennial of the 16 Channing TPTR Board Meeting and tour National Park Service. 21 Amarillo PTMC and RRW Council planning; distribute magazines; restock PDCSP 26–27 Mobeetie Red River War Heritage Partners Council

JULY 4 Snyder July Fourth Celebration 13 Lubbock THC/TAM Museum Strategic Planning Workshop 20-22 Childress Roundup; post-Roundup tour of Eastern Panhandle with THTP coordinator

AUGUST 2 Amarillo Panhandle Tourism Marketing Tourism partners trade tips and greet visitors during TRAVEL Council RALLY DAY at the Amarillo Travel Information Center. Canyon TPTR Executive Committee, Strategic Planning MAY 6 Amarillo Texas Travel Rally Day; restock 3 Lubbock Comanche with Blue Eyes editorial PDCSP work session 12 Lubbock Lubbock Business Expo 4 Amarillo TTIA Travel Counselors/Travel Fair 12 Lubbock Underwood Pullman Car site visits Moving Party 26 Levelland, Anton, Yellow House QPT Arrow 13 Amarillo Center City Amarillo Meet dedications; dinner with Parker family guests & Greet with THC 27 Tahoka QPT Arrow dedication, Tahoka Lake 26–28 Lubbock Preservation Texas Regional Pasture; Lynn County Courthouse Centennial Meeting & Board Tour Celebration 29 Canyon Restock PDCSP JUNE 11 Gail Borden County Heritage Day 30 Snyder Pack the Courthouse 12–15 Austin Real Places Heritage Travel Conference for Scurry County Museum www.Flickr.com/photos/barbarabrannon/sets View slide shows of many of our events, and download photos for use in your community

Texas Plains Trail Region Annual Report 2015–16 • 7 ALONG THE TRAIL IN 2015–16 Key Accomplishments

Our annual report is drawn from a Scope of Work contract—the strategic goals our board sets during the previous year—and evaluated by anecdote and experience as well as relevant metrics. Products and Services for Partners The Texas Plains Trail Region undertakes a wide variety of activities and programs to assist regional partners and communities in preserving and interpreting historic resources, through grant funding, education and training, promotion, and projects. We work on behalf of our partners to promote heritage tourism sites and activities throughout the region, throughout the year. County marketing package. TPTR raised $25,550 in funds (47% of potential) from 32 counties (62% participation) in FY16, an admirable return during a year when partners recognized, as we did, the threat to our program’s future.

Community mini-grants. While the board determined participating on the Quanah Parker Trail steering to suspend its program of partner mini-grants temporarily, committee, numerous Quanah Parker Trail arrow a singular opportunity arose in fall 2015 to advance the installations and dedications during FY16 (including one Hamblen Memorial Highway project sufficient funds for filmed for Bob Phillips’Texas Country Reporter program its TxDOT signage; a to air the following fall) provided excellent opportunities public dedication was for speaking and networking, and for distribution of $25,550 held in January 2016 educational materials. In addition, executive director funds raised for coopera- and the loan was paid Barbara Brannon made presentations and talks to tive marketing program back to the TPTR fund approximately a dozen community and civic groups during that same month. FY16, primarily on the economic impact of heritage tourism (board members are encouraged to adapt and use these PowerPoints and handouts in their own presentations) and the history of the region. Multiple opportunities to present aspects of region and highway history have coordinated well with THC presentations, to yield a greater awareness of heritage tourism and to enhance our region’s knowledge of history in usable ways. Barbara Brannon presented “A Byway for Texas” at the Texas State Historical Association’s 120th Annual Meeting (Irving, March 3-5, 2016) and gave a presentation on the history of US Highway 83 in Texas at the West Texas Historical Association annual conference (Abilene, April 9–10, 2016), which also featured a tour of the Bankhead Highway. “The Creation Myth of the Texas Heritage Trails” was THE HAMBLEN MEMORIAL HIGHWAY across Palo Duro Canyon presented to a first-ever was designated by the 84th Legislature and marked by TxDOT with signs TPTR helped fund. statewide audience at the THC Real Places Heritage Community presentations, workshops, and speaking Travel Conference engagements. One of our most effective ways to educate (Austin, June 14, 2016). our region about the Texas Heritage Trails program— and boost preservation, heritage tourism, and economic development in general—is through presentations TPTR BOARD MEETINGS to partners and civic groups. Under leadership of Dr. are scheduled throughout the Holle Humphries and several other board members year in different locations, preparing board members to serve as enthusiastic, informed 8 • Texas Plains Trail Region Annual Report 2015–16 ambassadors. Community and partner outreach. Executive RED RIVER WAR director Barbara Brannon attended dozens of partner HISTORY was the and community events within and outside the region focus of a June 2016 throughout FY16, often in conjunction with broader site two-day program and planning session, or community visits—including music events, seminars, bringing together lectures, gallery openings, presentations, and outdoor stakeholders from activities. Board members further extend our reach, serving around the region and as ambassadors throughout our 52 counties and beyond. beyond. This inspiring event incorporated Visits, education, and travelogues. Barbara Brannon’s reenactments, storytelling, tours, fall 2015 Great US 83 Whistle-Stop Tour of communities exhibits, presentations, located along historic US Highway 83 (one of the nation’s and breakout sessions, held in Old Mobeetie on the anniversary of the founding longest border-to-border highways, and the subject of a of Fort Elliott. forthcoming book) was designed as both a community/ partner relations tool and a traveler-facing series of Bankhead Highway History tourism development. educational/promotional travelogues. Designed to To follow up on strategies outlined in the THC’s FY15 piggyback on selection to the Artsmith travel writers’ Bankhead Highway tourism development workshops, Plains residency in Laredo, the trip provided an opportunity Trail board and directors enthusiastically promoted such for Plains Trail events as the highly visible Military Vehicle Preservation communities to Association convoy (October 2015) and the Sisters on familiarize us with the Fly travel-trailer tour (April new developments, 850 2016), to support tourism in the share information, miles of historic two Bankhead communities in and gain enhanced this region. Frequent social media photo libraries for Bankhead Hwy. and newsletter promotions have their use at no cost. across Texas also highlighted partner events, Because inclement THC videos, mobile app, and web winter weather resources. A statewide stakeholders’ meeting was set for fall delayed the start 2016 in Weatherford, Sept. 23, bringing together partners of the trip in late interested in formally continuing tourism development BONNIE AND CLYDE’S high-speed plunge along the Bankhead in Texas. into the Red River along US 83 is documented by November, visits to artifacts found at the site, now displayed in the Wheeler, Shamrock, Collingsworth County Museum in Wellington. and Wellington were Support of partner awards and projects. In FY16 the held in February board submitted nominations and letters of support for 2016 instead; Perryton, Canadian, and Guthrie are the only key initiatives and recognitions of partners, including those remaining stops to be rescheduled. for Big Spring’s Hotel Settles for Red River War Education and Destination Marketing the Preservation project via PTMC. In 2015 the Panhandle Tourism Texas Honor Marketing Council revived a very important THC initiative Awards; the that lay dormant for more than a decade: a master plan for Friends of the education and marketing collaboration among multiple Motley County stakeholders in the history of the Red River War, one of Jail for the the most critical military engagements of the U.S. frontier, WTHA’s R. C. and one of the least known. Plains Trail board and ED Crane Heritage cooperated in extensive strategy, planning, information Award; and sharing, and promotion, and registration to implement Cultural District BIG SPRING’S HOTEL SETTLES received the this plan, including participation in a Council of Red River designation for Honor Award for best restoration at the 2016 Preservation Texas ceremony. War Heritage Partners (held at Old Mobeetie, June 26–27, Center City 2016). Amarillo. (continued on p. 11)

Texas Plains Trail Region Annual Report 2015–16 • 9 Authentic Texas Magazine

MAGAZINE MOGULS The production team meets to review proofs on Vol. 1, No. 1 of Authentic Texas. From left, Stewart Ramser, publisher; Martha Gazella- Taylor, designer; Texas Forts Trail Region executive director Margaret Hoogstra, CEO of Heritage Trails LLC and project director; and Rick Stryker, president of Heritage Trails LLC and board member of Texas Tropical Trail Region.

It was an ambitious goal from the moment the idea was mentioned: to launch a heritage tourism–oriented magazine that would showcase all ten of the Texas Heritage Trail Regions in every issue. But within weeks the volunteer team of Heritage Trails LLC managers and regional executive directors, working with Ramser Media, crafted and produced a publication that debuted on Texas Independence Day 2016. Authentic Texas magazine, supported by advertising from tourism partners statewide, is the focus of the LLC’s long-term sustainability TEXAS initiative, serving as a revenue-generating PLAINS TRAIL enterprise and a vehicle for visibility of the DESTINATIONS program. are prominently featured in Plains Trail board member Ramon each issue. Johnston and executive director Barbara Brannon contributed expertise to launch and produce the magazine. Four quarterly issues have been published to date, with a growing paid subscriber list and statewide free circulation of approximately 30,000 copies to travelers. Each issue features an “authentic Texas personality” on the cover, and all story and image content emphasizes visitable destinations and events connected with Texas heritage. To view back issues, advertising media kit, and subscription form, visit www.AuthenticTexas.com.

10 • Texas Plains Trail Region Annual Report 2014–15 (continued from p. 9) Partnerships. In addition to numerous key partner Database development. We maintain robust databases organizations (see p. 16) and cooperative projects, the of media contacts, legislators, community leaders, friends, Texas Plains Trail cooperates with more than 200 cities, partners, and sites, as well as an inventory of tourism counties, chambers of commerce, economic development literature distributed on behalf of partners. This information corporations, visitor bureaus, Main Street programs, county is available as a resource to our partners. historical commissions, and civic organizations in our region to boost preservation and economic development. “Tales from the Trail” e-newsletter. Our monthly newsletter, with some 3,200 subscribers, serves travelers, partners, and news media alike, with travelogues, calendar of events, photo slide shows, and 8,479 announcements. Facebook likes Social media and e-mail blasts. We promoted our events and those of partners not only through newspapers and radio but via Facebook, Flickr, Twitter, and e-mail, using selective paid promotions and incrementally building Facebook likes, via targeted advertising, to more than 8,400, generating thousands of page views, and boosting engagement. During FY16 we created and shared thousands of posts and tweets, STATE HISTORIAN OF TEXAS reaching tens of thousands of viewers. BILL O’NEAL delivered a rousing retrospective of his “Adventures of a Back-Trailer” at the 2016 Roundup Publicity images. We continue to build our library of (Childress, July 20–22). images from around the region (photographing more than 70 TPTR events and sites during FY16). Curated high- Our Tourism & resolution photos are posted as Flickr slide shows, available Preservation Roundup to partners for free download and use subject to a Creative has become one of the most Commons license. eagerly anticipated, most energizing gatherings in our Literature distribution. TPTR distributes printed region — and ever since the materials for heritage tourism partners at regular events groundbreaking for the new and sites—including event center in Childress, we the popular Palo Duro had eagerly looked forward Canyon State Park to meeting there. Our 8th Visitor Center, which we annual conference, “Dirt restock every few weeks. Trails to Iron Rails,” was held July 20–22 in this historic An estimated 30,000 railroad city, with an opening reception and wine tasting pieces of literature, 1,000 at 501 Winery, a tour of the Childress County Heritage TravelHost magazines Museum, a keynote presentation by state historian Bill and visitor guides, 2,000 O’Neal, and educational and inspirational sessions. Authentic Texas magazine issues, and 2,000 Texas Marketing Activities on Behalf of Partners Heritage Travel Guides were distributed during Media publicity. Owing to a wealth of appealing content, FY16. TPTR was able to generate significant media exposure TPTR also fulfills throughout FY16. According to clippings from Google Alerts, individual requests local papers, and the THC clipping service, TPTR generated for our travel guides, thousands of inches of print media coverage. NEW VISITOR CENTER along the Bankhead Highway in Big Spring

(continued on p. 13) Texas Plains Trail Region Annual Report 2015–16 • 11 generated from THC leads (state, nation, worldwide) and West Texas Trip. An other sources; we fulfilled approximately 20 such requests, updated group tour as well as numerous referrals and requests for images itinerary promotion (print and partner information, during FY16. Our regional and booklet and website, www. Quanah Parker Trail rack cards are distributed at the WestTexasTrip.com) for 12 Texas Travel Information Centers. In addition, we West Texas was completed participated in distributing literature for dozens of our by Plains and Forts Trails partners throughout the State Fair of Texas, an event that in January 2016; the reaches more than 3 million visitors. promotion was reported to be very successful at ABA and Trade and NTA and was subsequently travel presented to Office of the exhibits. Governor staff in February TPTR staffed 2016 by a substantial number of participating partners. booths and displayed region Products and Services for Travelers and partner We work to encourage direct participation in heritage information experiences and cultural tourism by the traveling public— at major including residents who are “tourists in their own hometowns.” events, which also provide Quanah Parker Trail. The QPT steering committee BORDEN COUNTY HERITAGE DAY 2016 was an excellent nearly completed its initial goal of installing one arrow excellent venue for reaching heritage travelers. networking and per TPTR county, with more than 80 arrows in place by professional the end of FY16. Dedication and educational events were development opportunities. In FY16 we participated in the held throughout the year, following exhibitions: with interpretive granite • Amarillo Business Connection 84 markers installed. Further, • Borden County Heritage Day Quanah Parker Trail the committee has made • Lubbock Business Expo arrows throughout strides in its educational and • National Cowboy Symposium & Celebration the region promotional phase, with • State Fair of Texas development of materials on • Texas Travel Rally Day Comanche foodways that debuted in at the outset of FY17, • THC Real Places Conference in September. At the October 2015 board meeting, QPT • TPTR Tourism & Preservation Roundup volunteer Joe Ed Coffman was recognized for his special • TTIA Travel Fair contributions to the project in the Panhandle. In spring • West Texas Historical Association 2016, Texas Country Reporter filmed a segment set to air later that year. Print advertising and direct mail. During FY16, we continued our “Texas Fifty-Two-Step Tour” tourism Visitor & Museum Guide. Any heritage tourism partner campaign with ads in three issues of West Texas TravelHost within the region may participate in this cooperative Visitor magazine, the Texas event program, and Authentic Texas. & Museum Guide with TPTR/West Texas TravelHost via We also adapted this ad as a full-color flyer for inclusion paid advertising; TPTR assists with distribution at no in direct mailings and other collateral uses. A direct mail additional cost. campaign went to select partners, mayors, county judges, and other recipients. Website. We continued to enhance text, image, and calendar content on TexasPlainsTrail.com (the region’s site THC campaigns. TPTR cooperated with THC social media with city, site, theme, and event information), contributing campaigns throughout the year, supplying text and images; to a 24/7 tool for visitors to plan heritage travel region- we also shared social media for special emphases such as and statewide and assisting significantly in the THC’s Tourism Week and Archeology Momth. completion of this major project.

12 • Texas Plains Trail Region Annual Report 2015–16 Specialty items. Our selection of logo imprinted items for Legislative relationships and advocacy. Board members purchase includes trailer hitches, car sunshades, umbrellas, and ED met with legislators in districts, attended the fall travel journals, luggage tags, keychains, name tags, and 2015 Texas Historical Commission meeting, participated in hats and apparel as ways to spread our visibility wherever a December 2015 statewide Trails meeting with a legislative travelers go. strategy component, held an advocacy planning session as part of Roundup July 22, and sought to follow up on Sustainability all viable strategies in anticipation of budget request in We create revenue streams and solicit funds to carry out our upcoming session. We thanked our legislators and their long-term work, which we manage responsibly and sustainably. staffs throughout While our operations have customarily been funded in part the year and by a $75,000 annual transportation enhancement grant visited with administered by the Texas Historical Commission, with this them on several funding no longer available our educational and promotional occasions in work now depends more than ever on county partner funding. Austin and in the We also rely on grants and donations, and sales of tourism and district, including education goods and services. the February 2016 Unity Sustainability initiative. After careful consideration, Dinner organized TPTR agreed in 2012 to join seven other Heritage Trails by the Texas Regions as Heritage Trails LLC, a for-profit endeavor to Travel Industry generate revenues via activities related to our mission. In Association. FY16 TPTR treasurer Kathleen Beach and, later, board Trails member Ramon Johnston served as TPTR’s representative representatives were honored to meet Texas First Lady manager in the corporation. In FY16 the Texas Plains Trail Cecilia Abbott (above, center), who addressed the statewide contributed significantly to the development ofAuthentic Trails meeting in December 2015, and Gov. Greg Abbott, Texas magazine and to evaluating other related plans, such who spoke at the June 2016 Real Places conference. as administering the Travel Fair in conjunction with the annual TTIA Travel Counselors Conference. (continued on page 15)

p ro j e c t s an d p ro m otion s Historic Highways

“Linear assets” through the Texas Plains Trail Region have been the focus of grant-funded studies by the Texas Historical Commission — and eager support by highway-history enthusiasts throughout the region and the world. Big Spring implemented Bankhead Highway tourism products with History-Mystery THE MILITARY VEHICLE walking tour and interpretive panels, Summers on the Green film-and-picnic PRESERVATION ASSOCIATION celebrations at the Hotel drove the full length of the Bankhead Settles lawn, and oral Highway from Washington, DC, to history interviews with host San Diego, CA, in fall 2015 and will return to travel Route 66 in 2017; Tumbleweed Smith. The Sisters on the Fly (right) traveled the Bankhead also welcomed Texas portion of the Bankhead in caravans from Sisters on the spring 2016. Fly, Dale’s Classic Car Tours, and more. US 83 (which runs from Canada to Mexico) and Route 66 are also garnering attention from travelers. Texas Plains Trail Region Annual Report 2015–16 • 13 SEPTEMBER 2015–AUGUST 2016 Financial Report

INCOME September 1, 2015–August 31, 2016 Texas Historical Commission Heritage Trails Grant $38,306.00 County Marketing Program $25,550.00 Tourism & Preservation Roundup $3,750.00 Local Fundraising Projects $1,119.00 Resale Items (books, logo items, apparel) $1,488.44 Quanah Parker Trail Monuments (designated) $235.00 Miscellaneous Revenue (marketing services, etc.) $2,500.78 Accrued Interest $13.74 TOTAL INCOME $72,962.96 Checking & Savings Balances from Previous Year $68,697.54 TOTAL $141,660.50 EXPENSES September 1, 2015–August 31, 201g Salaries, Benefits, and Payroll Expenses (staff and interns) $53,570.00 Office Operation, Insurance, Dues, Subscriptions, Fees, and Equipment $4,920.57 Postage, Shipping, and Supplies $2,367.59 Marketing, Advertising, Promotions for Partners and Travelers $10,553.63 Regional and Professional Development Travel; Board Mtg. Expense $18,218.31 Texas Heritage Trails LLC Investment $0.00 Tourism & Preservation Roundup $1,629.84 Professional Development Workshops $4,792.22 TPTR Grants Funded $600.00 Quanah Parker Trail Monuments $235.00 FY16 EXPENSES $96,887.16 in checking & savings as of 8/31/2016 NET BALANCE $44,773.34

14 • Texas Plains Trail Region Annual Report 2015–16 (continued from p. 13) Board development, training, and strategic planning. Training was held for new board member Vicki Hamblen in November 2015. The board held six regular meetings during FY16, at Amarillo, Boys’ Ranch, Colorado City, Spearman, Channing, and Childress, each followed by tours, presentations, and community networking opportunities. Strategic planning was held in conjunction with Roundup in July.

Liaison with Texas Historical Commission programs and other Texas Heritage Trails. TPTR board and staff participate in regular statewide meetings and conference calls that bring us up to speed on preservation opportunities and allow them to share news from our region. Calls and meetings in FY16 were concerned primarily with funding of the program but also provided avenues for showcasing each region’s successes and initiatives. We also BI-MONTHLY BOARD MEETINGS ARE MUCH MORE receive regular news bulletins and reports from, and submit news THAN BUSINESS, providing networking opportunities and idea sharing, and rare behind-the-scenes glimpses and stories of heritage and reports of our own to, our statewide organization. destinations around the region, such as the original, restored XIT Ranch Headquarters in Channing (above). Professional development and community leadership. Via industry bulletins, seminars, and meetings, and volunteerism in related endeavors, TPTR staff and board continually build their knowledge in areas of tourism, preservation, economic development, fundraising, regional history, information technology, and marketing—for the benefit of our own sustainability, and that of our partners. Many of our partners benefited from conferences and tours hosted within our region in FY16, such as Preservation Texas’s spring 2016 Preservation Summit in Lubbock, the West Texas Trails conference, and Texas Association of Museums’s regional workshop.

FUNDRAISING The 52 Club

52 cards in a deck, 52 weeks in a year, 52 counties in the Texas Plains Trail Region. All of our counties have education and preservation projects in need of a little boost—and our 52 Club is one way we help provide it. Your gift of only $52 a year—or any multiple of 52—helps museums mount exhibitions, county historical commissions develop programs, or communities get through an emergency need. Consider making your annual $52 Club donation (or any other gift to TPTR) in memory of a friend from the Texas Plains Trail Region. Make checks payable to Texas Plains Trail Region, or donate via PayPal. Your gift is tax-deductible according to IRS regulations. Contact [email protected], 806.747.1997, to make your pledge; or mail your check to P. O. Box 88, Lubbock, TX 79408. We can also accept donations via major credit card.

Texas Plains Trail Region Annual Report 2015–16 • 15 Texas Plains Trail Partners & Affiliations

Texas Historical Commission (parent agency) Amarillo Convention and Visitor Council Big Spring Convention and Visitor Bureau Caprock Partners Foundation Lubbock Chamber of Commerce Lubbock Heritage Society Office of the Governor, Economic Development & Tourism Ogallala Commons Panhandle Tourism Marketing Council Preservation Texas PRESERVATION TEXAS helps regions advocate for historic Southwest Collection/Special Collections Library, Texas Tech preservation of important historic resources, such as those of University Dickens County, listed in Texas's Most Endangered Places 2015. Texas Association of Convention and Visitor Bureaus Texas Association of Museums Texas Department of Agriculture, GoTexan Texas Downtown Association Texas Film Commission Texas Heritage Trails LLC Texas Highways, Texas Department of Transportation Texas Main Street partners: Texas Midwest Community Network Texas Panhandle Heritage Foundation show your TPTR colors Texas Parks & Wildlife Texas State Historical Association Please display our Heritage Partner decal proudly in a prominent location Texas Travel Industry Association that will identify you to your visitors and supporters! Texas Travel Information Centers TravelHost of West Texas If you have not received a decal in the mail or from one of our board members, Visit Canyon please request the type you would like via email to [email protected]. Visit Lubbock Include your name and mailing address, and we’ll send you one right away! West Texas Historical Association WestTexasTrip.com We also encourage you to include the Texas Plains Trail Region logo in your printed promotional literature. Logos are downloadable from www.flickr.com/photos/barbarabrannon/sets/72157645718490354/ Ta Tour TEXAS PLAINS TRAIL REGION P. O. Box 88 • Lubbock TX 79408-0088 806.747.1997 voice • 806.747.2027 fax [email protected]

The Texas Plains Trail Region helps you discover the real places that tell the real stories of Texas — places you’ll want to TexasPlainsTrail.com explore on vacations, road trips, hikes, weekend excursions, with family and friends or solo. Come along with us on our Big region. Big history. Big fun. Texas Fifty-Two-Step Tour. Visit a different county each week in the Plains and Panhandle, from Armstrong to Yoakum. 16 • Texas Plains Trail Region Annual Report 2015–16 And see where it all happened!