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A Strategic Tourism Plan for the Salkehatchie Region, South Carolina

A Strategic Tourism Plan for the Salkehatchie Region, South Carolina. Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina. THANK YOU!. Special Thanks. George Estes Penny Creech Lynn Cox Marie Ellis Nancy Foster. Special Thanks.

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A Strategic Tourism Plan for the Salkehatchie Region, South Carolina

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  1. A Strategic Tourism Plan for the Salkehatchie Region, South Carolina Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina

  2. THANK YOU!

  3. Special Thanks • George Estes • Penny Creech • Lynn Cox • Marie Ellis • Nancy Foster

  4. Special Thanks • Mary Ann Keisler • Donna Laird • David Smalls • Peggy Parker • Jim Wescott

  5. South Carolina’sSalkehatchie Region

  6. Purpose and Objectives • Purpose—to guide tourism marketing and development efforts through a comprehensive examination of existing and potential assets, attractions, markets, and products. • Objectives—to assess the current and potential market size for tourism in the Salkehatchie region.

  7. Findings • Best currentmarket are individuals interested in camping, hunting, and history • Best future market with highest economic impact are nature-based tourists

  8. Key Questions • Who Are Salkehatchie’s Best Visitors? • Where Can Salkehatchie Find More Best Visitors? • What Economic Impact Will These Visitors Have on the Salkehatchie Region? • How Do We Attract These Visitors Through Product Development and Branding?

  9. Who Are The Salkehatchie’s Best Visitors?

  10. Market Segmentation Analysis • PRIZM—“Birds of a feather” • 890,000 household records • 66 cluster groups

  11. Camping, Hunting, and History:Top Four Segments • Ranked by market size and potential • Salkehatchie’s best market now • Good fit for current assets and attractions • Good fit for Salkehatchie’s small-town, family atmosphere

  12. Top Segments • Big Fish, Small Pond • Median household income: $82,416 • Age ranges: 45-65 • Education level: Graduate Plus • Drive a Lexus LS430 • Belong to a country club • Own a motor home • Read Atlantic Monthly

  13. Top Segments • Traditional Times • Median household income: $54,801 • Ages ranges: 55+ • Education levels: Some college • Drive a Buick LaCrosse • Domestic travel by motor home • Eat at Bob Evans • Watch golf tournaments on television

  14. Top Segments • Big Sky Families • Median household income: $55,473 • Age ranges: 25-44 • Education: Some college • Drive a Dodge Ram • Own a camper • Read North American Hunter magazine • Watch the Outdoor Life Network

  15. Top Segments • Shotguns & Pickups • Median household income: $41,673 • Age ranges: 25-44 • Education level: High school graduate • Drive a Dodge Ram • Own a tent • Read North American Hunter magazine • Watch country music television (CMT)

  16. Where Can Salkehatchie Find More Best Visitors?

  17. Top Markets • Nationally • Regionally: Charleston, Savannah, Augusta, Atlanta DMAs • Charlotte DMA

  18. Top National Markets • Juneau, Alaska • Fort Myers-Naples, Florida • Fort Wayne, Indiana • Grand Rapids, Michigan • Rockford, Illinois • Lansing, Michigan • Harrisburg, Pennsylvania

  19. Top Ten Regional Markets:Confirming “Likely Suspects” • Savannah, GA (31411) • Tybee Island, GA (31328) • Isle of Palms, SC (29451) • Hilton Head Island, SC (29928) • Mount Carmel, SC (29840) • Hilton Head Island, SC (29926) • Hardeeville, SC (29927) • Okatie, SC (29909) • Sullivan’s Island, SC (29482) • Tillman, SC (29943)

  20. Second Top Ten:Exploring the Georgia Market • Appling, GA (30802) • Waleska, GA (30183) • Pawleys Island, SC (29585) • Locust Grove, GA (30248) • Ludowici, GA (31316) • Rutledge, GA (30663) • Clermont, GA (30527) • White, GA (30184) • Taylorsville, GA (30178) • Savannah, GA (31410)

  21. Atlanta Region:Hot Markets

  22. Exploring the Charlotte Market • Terrell, NC (28682) • Cornelius, NC (28031) • Blowing Rock, NC (28605) • Charlotte, NC (28605) • Hoffman, NC (28347) • Midland, NC (28107) • Davidson, NC (28107) • Woodleaf, NC (27054) • Mooresville, NC (28117) • Fort Mill, SC (29708)

  23. Charlotte Region:Hot Markets

  24. What Economic Impact Will These Visitors Have on the Salkehatchie Region?

  25. A Few Definitions • Indirect business tax—sales, excise, and other taxes • Value-added—employee compensation • Direct impact—estimation of visitors’ expenditures • Employment—full and part-time jobs • Total output—sum of all effects

  26. Salkehatchie Nature-Based Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $588,844 • Value-Added: $4,390,664 • Direct Impact: $6,034,805 • Employment: 156 • Total Output: $7,569,308

  27. Salkehatchie Hunting Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $246,983 • Value-Added: $1,690,046 • Direct Impact: $2,837,926 • Employment: 64 • Total Output: $2,837,926* Does not include property leases

  28. Salkehatchie Heritage Tourism • Increase 50 percent visitation • Indirect Business Tax: $79,759 • Value-Added: $583,438 • Direct Impact: $842,314 • Employment: 24 • Total Output: $1,061,273

  29. Salkehatchie Golf Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $54,000 • Value-Added: $401,126 • Direct Impact: $575,114 • Employment: 17 • Total Output: $723,090

  30. Salkehatchie Festival Tourism • Increase 50 percent visitation • Indirect Business Tax: $23,543 • Value-Added: $176,545 • Direct Impact: $241,564 • Employment: 7 • Total Output: $303,482

  31. Salkehatchie Arts Tourism • Increase 50 percent visitation • Indirect Business Tax: $15,487 • Value-Added: $119,849 • Direct Impact: $167,993 • Employment: 5 • Total Output: $211,451

  32. Colleton Coastal Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $1,754,469 • Value-Added: $13,020,655 • Direct Impact: $15,559,375 • Employment: 485 • Total Output: $21,135,323

  33. Colleton Nature-Based Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $596,612 • Value-Added: $4,452,474 • Direct Impact: $5,486,194 • Employment: 165 • Total Output: $7,472,383

  34. Colleton Golf Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $489,540 • Value-Added: $3,636,517 • Direct Impact: $4,602,512 • Employment: 141 • Total Output: $6,304,052

  35. Colleton Arts Tourism • Increase 50 percent visitation • Indirect Business Tax: $34,918 • Value-Added: $268,804 • Direct Impact: $336,008 • Employment: 9 • Total Output: $462,150

  36. Colleton Festival Tourism • Increase 50 percent visitation • Indirect Business Tax: $25,445 • Value-Added: $198,566 • Direct Impact: $245,764 • Employment: 7 • Total Output: $333,692

  37. Colleton Hunting Tourism • Increase 50 percent visitation and 1.5 room-nights • Indirect Business Tax: $27,264 • Value-Added: $188,074 • Direct Impact: $226,017 • Employment: 7 • Total Output: $308,899

  38. Colleton Heritage Tourism • Increase 50 percent visitation • Indirect Business Tax: $22,668 • Value-Added: $165,879 • Direct Impact: $210,579 • Employment: 6 • Total Output: $290,249

  39. Accommodations Tax:Salkehatchie Nature-Based Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $59,404

  40. Accommodations Tax:Salkehatchie Hunting Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $19,653

  41. Accommodations TaxSalkehatchie Golf • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $4,307

  42. Accommodations Tax:Colleton Coastal Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $261,456

  43. Accommodations Tax:Colleton Nature-Based Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $62,029

  44. Accommodations Tax:Colleton Golf Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $34,469

  45. Accommodations Tax:Hunting Tourism • Increase 50 percent visitation and 1.5 room-nights • Tax collections: $1,965

  46. How Do We Attract These Visitors Through Product Development and Branding?

  47. Existing Products • Salkehatchie Signatures™ Tour (showcasing the region’s natural treasures) • Savannah River • Broxton Bridge Plantation • Cathedral Bay Heritage Wildlife Preserve • Topper Site • A Hunting Lodge Experience • Webb Wildlife Center • ACE Basin • Great Swamp

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