MontgomeryMontgomery CountyCounty HeritageHeritage AreaArea ManagementManagement PlanPlan Prepared for the Montgomery County Heritage Area Advisory Committee x Prepared by Mary Means & Associates, Inc. with Economics Research Associates, Inc. and Mahan Rykiel Associates October 2002 Title Page 1 Table of Contents Executive Summary 3 Introduction 7 Montgomery County’s Heritage 8 Heritage Area Boundary 11 Vision & Goals 13 Resources 15 Challenges 18 Markets & Visitation 19 Marketing & Outreach 22 Heritage Resource Conservation & Enhancement 25 Interpretation & Education 28 2 Circulation, Transportation & Linkages 32 Target Investment Zones 33 Poolesville 34 Sandy Spring 40 Implementation 46 Return on Investment 57 Endnotes 62 Appendix A: State of Maryland Heritage Areas Program 63 Appendix B: Heritage Area Resource Inventory 64 Appendix C: Zoning & Land Use 77 Appendix D: Baseline Data 79 Appendix E: Target Investment Zones Supplemental Information 81 Appendix F: Criteria for Tax Credit Expansion 85 Credits 87 Executive Summary In a region known for the high energy, high Capital Park and Planning Commission (M-NCPPC) education levels, and hard, long working hours of its and assistance from a consultant team of heritage citizens, it is important that leisure activities planners, market analysts, and designers. Advisory provide both a respite for the spirit and intellectual group meetings have been lively and interactive, as stimulation. In an area with residents from many have the several public workshops held during the backgrounds, countries, ethnicities, and more, it is plan’s development. necessary to provide varied and multi-disciplinary pursuits that resonate with different populations. In The state program’s goals – tourism and economic a county that holds a wealth of natural and historic development – presented challenges in Montgomery resources, it is essential that they be protected while County for two reasons: many of the county’s at the same time made accessible for the enjoyment heritage resources lie in residential areas, where of residents and visitors. A group of county leaders increased activity is not appropriate, and the county proposes a heritage area to meet all these already has a very strong economy. Nonetheless, the requirements. Advisory Committee successfully addressed these important issues, and what has emerged is a vision With a past stretching beyond Colonial times, and goals that balance benefit to residents and Montgomery County has a long history evidenced visitors alike. The Management Plan centers around by rich cultural and historical resources. As the the vision (which fast-forwards a decade and population of the area has exploded in recent describes what has happened) and four overarching decades, there has been a growing awareness of the aims: importance of heritage programs and a higher profile for the history and heritage resources of the county. Montgomery County’s sense of its place in history The Montgomery County Heritage Area is an today is deeper and stronger than one could have initiative created by county leaders who seek to imagined a decade ago. The Montgomery County raise the profile of the county’s heritage, ensuring Heritage Area has fostered this recognition in that residents and visitors alike understand and residents and, increasingly, in visitors who are 3 value the county’s full past. discovering the county’s weekend getaway potential. The Heritage Area has been an important vehicle for Montgomery County Heritage Area collaboration among the county’s several historical societies, historic preservation groups, heritage This document is the culmination of three years of attractions, parks system, conservation groups, deliberations and planning by Montgomery County’s cultural programs, and the Conference & Visitors cultural and preservation leaders, county officials, Bureau. They have worked together to: and business leaders, all of whom see value in strengthening the link between the county’s past and Raise the Profile of Montgomery County’s Heritage. its future. Partly, the group has been responding to By making stronger connections, physically and an opportunity posed by a new state program; the intellectually, the heritage area initiative has enabled purpose of the Maryland Heritage Areas Program is people to discover the depth and breadth of history to enhance the state’s appeal to travelers who love here and to find the authentic. The interpretive history and culture, thereby creating greater framework has become a powerful context that links economic activity and a healthier regional and state our lives today to the stories of people, places and economy. Funds from the program can be used to events that have shaped the county. Engaging rehabilitate historic buildings, develop exhibits and information materials make better sense of the educational heritage programs, produce guidebooks richness of the county’s formerly ‘hidden’ heritage and communication materials, and even support a sites. staff coordinator. Seizing this opportunity, the Foster Stewardship of Historic Buildings & Sites. group has been pursuing designation of the Interest in and support for historic preservation has Montgomery County Heritage Area (MCHA). never been greater. Because of the strong county A key step in the designation process is preparation historic preservation program under an effective of the Management Plan for the proposed heritage preservation ordinance, more resources are being area – to give the initiative strategic direction, an recognized and protected. More financial resources, action agenda, and a framework for implementation. both public and private, are available to fund the A diverse Advisory Committee representing many conservation and adaptation of historic buildings perspectives and organizations developed the plan and sites. The county government has expanded its with support from staff at Maryland-National role as steward of the historic structures that are owned by the county or by the county parks entertainment, and education. department. Preservation and adaptive reuse of • Provide interesting and accessible heritage public properties include a public-private tourism opportunities for local residents and partnership program for park historic sites for a broader audience, thereby: Bring the County’s History Alive. The Heritage - Increasing the number of county residents Area’s key concentration began with three themes: who are knowledgeable about local heritage; • Farming History - Increasing visitation at county heritage • Quakers & the Underground Railroad attractions; and • Technological Innovation - Providing more county school children Matching funds from the Heritage Area have enabled with access to fun, educational activities many heritage partners to create exhibits, programs at heritage sites. and events around these three core ideas. Heritage • Direct heritage tourism activities to where and nature trails in parks and town centers have they are wanted and needed and away from informative waysides that enable people to where they are inappropriate. understand the landscape that surrounds them. Several institutions have expanded their audiences • Strengthen current preservation activities by with enhanced facilities, exhibits, and programs. creating viable uses for historic structures and Major heritage events, including Farm Tour and cultural landscapes. Harvest Sale, Heritage Weekends, and Maryland • Build a whole that is greater than the sum of Emancipation Day are particularly popular with the parts by linking and marketing diverse families and children. As a result of strong historic, recreational, and cultural resources as partnerships with Montgomery County Schools, coherent units. 4 children throughout the county are engaged in a variety of innovative learning experiences and have The initial focus for heritage area programming lies a strong sense of their community’s heritage. within the portions of the county proposed for designation as a Certified Heritage Area under the Encourage Residents to Become Tourists, Entice state program (shown on the map in the section Visitors to Stay Longer & Return More Often. With entitled “Heritage Area Boundaries”). The MCHA the enhanced profile of history and culture, the encompasses a concentration of heritage resources in contribution of heritage tourism to the county’s settings that retain historic character distinct from economy is growing. Historic buildings have surrounding contemporary development. Within the become restaurants, bed & breakfasts, art galleries MCHA are the physical settings and heritage and shops. With scenic drives and bicycle routes, resources that are key to three initial interpretive and interesting places to stay and eat, Montgomery themes: Farming History, Quakers and the County has become a nearby weekend getaway, and Underground Railroad, and Technological more residents are choosing to explore their own Innovation. Heritage programming within the backyard. The Conference & Visitors Bureau works MCHA is eligible for funding support from the state closely with the Heritage Area to promote special program. The planning process has fostered strong ‘bring the family’ package offerings to business interest from heritage organizations in other parts of travelers. the county, and it is expected that following the early successes in implementation, the boundaries of The plan’s supporting goals and strategies cover the MCHA will likely be expanded. interpretation and education, marketing