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Come Closer to the Byways Community
 July, 2014
In This Issue
Byways Partner with 2014 Preserving the Historic Road Conference
2014 IPW Conference
Marketing Your Byway
Byways Partner with 2014 Preserving the Historic Road Conference
Conference Opportunities
America's Byways- Updated
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Once again, we're pleased to share with you some of the activities the Foundation has been involved in, and a few things that are coming up. 


The National Scenic Byways Foundation made sure byways had great representation at last April's IPW Conference in Chicago, where we worked with the U.S. Commerce Department and Brand USA to bring international attention to our nation's byways.  


We're so excited to be a part of this year's Historic Roads Conference. We hope YOU can join us in Savannah this September! 


Best regards,


Anaise Berry

Chair, National Scenic Byway Foundation


Byways Partner with 2014 Preserving the Historic Road Conference - Registration Open!

Savannah, Georgia - September 26-28, 2014




The National Scenic Byway Foundation is pleased to be partnering with Historic Roads for the Preserving the Historic Road 2014 Conference in Savannah, GA - September 26-28, 2014.


We also are pleased to offer Foundation members a $100 scholarship on the Early Bird Registration fee:

  • We are offering up to 20 scholarships to Foundation members - on a first come, first serve basis.  
  • Early Bird Registration closes August 1, 2014.
  • Scholarships are limited to one per byway.
  • If you are not a Foundation member, you may join and use the scholarship.
  • If you are a speaker, please use the Speaker Registration rate.  You may not use the Foundation scholarship with the Speaker Registration rate.

To take advantage of the scholarship - please contact Sally Pearce at sjpearce@comcast.net.  Sally will give you the discount code.


The preliminary detailed conference program, registration form, and conference hotel information are available on the Preserving Historic Roads website at http://www.historicroads.org/.


You will register via a 2-page online registration form. On the bottom of the first page, you will enter the Foundation's scholarship code on the "With discount code" line for the Early Bird Registration.  The registration fee is $185, compared to the $285 full-price Early Bird Registration.


On the top of the second of the page, you will need to pay a nominal additional fee for the optional mobile workshops (on Friday, September 26).


We look forward to seeing you in Savannah!


America's Byways® were represented at the annual IPW Conference
For the first time in several years, America's Byways® were represented at the annual IPW Conference (formerly International Pow Wow). The National Scenic Byway Foundation purchased booth space as part of "Federal Row," a distinguished collection of agencies representing national conduits to outdoor travel and tourism. Federal Row was located across from Brand USA, alongside America's Great Outdoors, National Park Service, U.S. Fish and Wildlife Service, BIA/AIANTA, U.S. Department of State and U.S. Commercial Services.
The National Scenic Byway Foundation promoted the collection of America's Byways® and state byways, while highlighting 11 byways and state byway collections that, through a collaborative marketing effort, helped cover the booth expense.
Byways kicked off IPW2014 on Saturday, April 5th with a FAM tour for 35 U.S. Commercial Service Officers representing forty nations. Commercial Service Officers are positioned in foreign countries to recommend U.S. tourism destinations.
Organized by the National Scenic Byway Foundation, Great River Creative and Tri-State Travel, the tour introduced the officers to two of Illinois' National Scenic Byways: Lincoln Highway murals in Mokena and the Route 66 exhibits at the Joliet Historical Society Museum. The highlight of the trip was when the Frankfort mayor closed the historic district on the main street and took on the role of tour guide for the officers who were paraded down the street, greeted by Abe and Mary Lincoln, and treated to a respite at the Pickwick Tea Room. Participants enjoyed true Americana, and left with a greater appreciation of an authentic byway experience.

The conference began on Monday, April 7th at McCormick Place, Chicago, IL. Delegates Anaise Berry (Illinois River Road and NSBF), Dorian Dickinson (Great River Creative and NSBF) and Andrew Alberti of Lakes to Locks Passage were in attendance. The 11 participating byways were able to send up to 400 brochures for distribution. A website (ComeCloserToAmerica.com) was developed with videos, downloadable brochures, itineraries and images. Business cards were printed to refer individuals to both the www.ComeCloserToAmerica.com and www.byways.org websites.

The Federal Row backdrops provided a cohesive appearance, and it was widely agreed that the byways backdrop, depicting the Utah Hills, was the most attractive. Brand USA's pavilion stood at the center of Federal Row, which drew international tourism representatives with a 100+ foot screen displaying images of the beautiful American landscape.
Prior to the conference a total of forty-seven of fifty appointment slots were scheduled. To schedule appointments, a request was sent by either party and it needed to be accepted by the other party in the requested time slot. This process ensured that each appointment was with a group interested in learning more about America's Byways®. Byways targeted Foreign Independent Travelers (FIT) and fly/drive sellers with a particular interest in heritage and eco-tourism. There was significant interest from China, Japan, Germany, France, Italy, the U.K. and Netherlands.

For the full report visit our website - National Scenic Byway Foundation
Marketing Your Byway Tip # 4
Marketing Research
Marketing Research is the process of assessing the viability of a product or service through techniques such as surveys, product testing and focus groups. Market research allows an organization to discover who their target market is and what these consumers think about a product or service that the organization offers.  Market research may be conducted by the company itself or by a third-party company that specializes in market research. 
Byways 101.org offers a Marketing Research Training Module which Introduces key concepts and a process by which byway organizations can conduct marketing research and effectively use the data collected to achieve public awareness goals 

For more information see byways101.org and look under "Marketing Resources / Marketing Research Training Module.  (This is a big file so please be patient while it downloads)

Economic Impacts of Scenic Byway 12   All-American Road Designation Evaluated

In 2013 the Scenic Byway 12 Committee commissioned the consulting group at Zion's Bank Public Finance in Salt Lake City to conduct a research project in order to measure the economic and fiscal impacts of the All-American Road designation on the communities along the byway.

The study started with three different surveys conducted to gather information from three different groups. Travelers on Highway12, prospective/future travelers and area businesses were each surveyed. Visitors from 48 U.S. States and 28 foreign countries participated in the surveys. A total of 13 businesses participated by completing and returning their surveys.

While the surveys took place over a period of one-year Zion's Bank Public Finance, working under an agreement with Garfield County and Wayne County, gathered data from the Utah State Tax Commission for the purpose of measuring the fiscal size and shape of local economies and to identify sales and tax collection trends. A third component of the research involved working with Utah Department of Transportation and area Parks and Visitor Centers to measure visitation trends over time.
Combining all the information received, Zion's Bank Public Finance calculated the economic impact of the Scenic Byway 12 All-American Road designation. In the process a lot of other useful and interesting information was amassed. Here are just a few of the highlights:
  • More than 85% of visitors surveyed are aware of the National Scenic Byway designation on Scenic Byway 12.
  • 47% of those travelers considered the designation extremely important when they planned their trip.
  • The average group traveling through on Scenic Byway 12 includes 3 people that spend 4.2 days in the area spending $854 while they are here.
  • In 2013 there were 117,000 trips on Scenic Byway 12 attributable to the travelers' desire to visit the All-American Road resulting in visitor spending of $12.75 million that year.
  • The Byway impact of $12.75 million in spending in 2013 represents 8.5% of the total sales in Garfield and Wayne Counties that year.
  • Tax collections of $482,195 resulted from the incremental visitor spending in 2013.

Also reported in the study are the changes in taxable sales since 2001 in each of the towns on Scenic Byway 12 and comparisons of sales in various segments of the local economy, each year since 2008, between the Scenic Byway area, the State of Utah overall, and other areas in Utah also dependent upon tourism or not.
Finally, a number of case studies are presented in the economic study results allowing further comparisons between Scenic Byway 12 All-American Road and other nationally designated scenic byways around the United States.

Highway 12 was designated an All-American road in 2002 through an application to the National Scenic Byways Program. The Scenic Byway 12 Committee decided in 2012 to pursue the economic study. "After 10 years of national designation and recognizing the growing challenges associated with securing grants and other funding for projects on the road we decided it would be a good idea to measure the impact of our efforts so far", said John Holland, the Scenic Byway 12 Coordinator. "Now that we have this assessment the Byway Committee will use the information to estimate the value of proposed future projects and to build support for our work", Holland said.

The full report of the economic impacts of Scenic Byway 12 is coming in early July. The presentation of the research and analysis by Zion's Bank Public Finance can be downloaded in its entirety on the Scenic Byway 12 website at http://www.scenicbyway12.com/community/foundation-documents/.

The Scenic Byway 12 Committee would like to thank their many partners for participating in the study including Garfield and Wayne Counties, the National Parks and State Parks, the Dixie National Forest, the BLM/ Grand Staircase-Escalante National Monument, Bryce Valley Business Association, Escalante-Boulder Chamber of Commerce, Wayne County Business Association, the towns and cities of Torrey, Boulder, Escalante, Henrieville, Cannonville, Tropic, Bryce Canyon, and Panguitch and local citizens and area businesses. Funding for the study was provided by the aforementioned partners and through a grant from the Federal Highways Administration/National Scenic Byways Program.

Other 2014 Conferences and Events


Rally 2014: The National Land Conservation Conference

September 18-20, 2014

Providence, RI

See: National Land Conservation Conference 


Preserving the Historic Road Conference

September 26-28, 2014

Savannah, Georgia

See:  Preserving the Historic Road Conference 


National Preservation Conference - National Trust for Historic Preservation

November 10-14, 2014

Savannah, GA

See:  National Preservation Conference  


NAI National Workshop - National Association for Interpretation

November 19-22, 2014

Denver, CO

America's Byways® has been updated! 
Take a look at the newly revamped website  http://www.fhwa.dot.gov/byways/  to make sure all the information about your byway is up to date and listed correctly and that there is a live link to your website.  If you need changes please email Gary Jensen at Gary.Jensen@dot.gov.
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National Scenic Byway Foundation Mission and Vision

The mission of the National Scenic Byway Foundation is to provide leadership to empower, strengthen and sustain byways.
The vision of the National Scenic Byway Foundation is that byways 
will be recognized and valued worldwide for their 
distinctive experiences, stories and treasured places.