Case Study
The Illinois Great River Road
National Scenic Byway
The Mississippi River is internationally known as one of the great rivers of the world. Running parallel to the Mississippi River is one of the grand roads of the world, the Great River Road (GRR), which winds through 10 states, from Minnesota to Louisiana, ending at the Gulf of Mexico. In 2000, the Federal Highway Administration officially designated the Illinois section of the GRR, which runs from East Dubuque to Cairo, as a National Scenic Byway.
Objective
In promoting the GRR, the goal was to enhance visitor experience and encourage more visitors to travel the route. The Byway appeals to a variety of people, including history buffs, outdoor enthusiasts, those who want to enjoy the countryside, and more.
Strategy
To bring visitors to the GRR, a strategic plan for the entire byway was developed. The plan included identifying programs that would not only inform the traveler, but educate and inspire as well. The marketing materials reflected overarching themes of the byway while complementing many of the pieces already being produced by the local CVBs.
Tactics
The key attractions were categorized by theme—Heritage, Recreation, Nature and Agriculture. As a result, all of the projects selected contain one or more of these elements.
The Illinois Great River Road National Scenic Byway concentrated on developing:
- Major marketing publications, including a colorful guidebook and an upcoming Agricultural Guide to the Byway
- Both new and retrofitted interpretive kiosks with new maps, images and text
- An updated Web site and a new informational video
- An expanded photo library containing pictures of the route
The byway gained international attention at POW WOW and, as a result, word has spread to Japan, Mexico and the UK. The Illinois Great River Road National Scenic Byway also coordinated marketing efforts with the other six national scenic byways in Illinois at several state events, such as the Illinois State Fair, Great Performers of Illinois and local community events. In addition, the organization has reached out to local communities to assist them in developing programs that would enhance the byway while stimulating the local economy. For example, Cairo and Chester are developing visitor centers that will also serve byway travelers in the southern region, and the city of Hampton is planning to construct an overlook, in connection with its Heritage Center, that will serve byway travelers in the northern region.
Results
The Great River Road National Scenic Byway has made a difference in western Illinois. Before scenic byway designation, the GRR was perceived more as a scenic drive where the road meets the river, rather than a destination. The designation has united the communities along the GRR and made them part of a larger attraction. Visitors now see the byway as a single destination where they can enjoy the many recreational activities the towns offer and a world-class heritage site where they can learn about the rich history of the region.
Interest in visiting the GRR remains high. The economic impact of travel in the 14 counties comprising the National Scenic Byway is an increase in travel-generated expenditures each year since 2000, with an overall increase in expenditures of 18.85 percent by 2006.