May/June
2001
Travelers
Seek Byway Experiences
by Cheryl Newman
"Before
there were interstates, there was America. It's still there."
-- America's Byways marketing concept
When
I was young, my family took a long road trip every five years. Those
were the summers in which my father received his extra 13 weeks of
vacation, a prized benefit that was awarded to steelworkers in northern
Minnesota.
|
The
author's cherished postcard of Hiawatha, the world's tallest
and largest Indian, located in Ironwood, Mich. The postcard
states that at 50 feet (15.24 meters) high, Hiawatha can
withstand 140-mile per hour (225-kilometer per hour) winds. |
|
One cross-country
adventure included my parents, two brothers, an aunt, a cousin, and
me. It must have made our car and camper a little crowded, butI don't
remember that part. I do remember stopping along the road for bologna
sandwiches and furiously snapping pictures with my new Kodak Instamatic
camera. In my scrapbook, I still have a photo of my brother standing
beside Hiawatha, "the world's tallest and largest Indian,"
in Ironwood, Mich.
By design,
and sometimes by accident, we often ended up "off the beaten
track." Small towns, winding roads, frequent stops, and friendly
people always added up to a wonderful time. I loved those trips as
a child. As an adult, I still look forward to that type of travel
experience. It can still be found along America's Byways.
Americans
Hit the Road
Americans love to travel. We live in a country that is constantly
on the go.
And
we like to drive. The notion of the open road, a long car trip, or
a cross-country jaunt still conveys a romantic allure for many of
us. It's the kind of trip we'd like to take one day. Although a leisurely
Sunday drive is becoming a thing of the past, we like the idea of
taking a drive with no particular destination in mind, just to see
where we end up.
Most
trips are taken in personal vehicles. American consumers (76 percent)
choose overwhelmingly to travel by auto, truck, or recreational vehicle
(RV). Leisure travel by car generally increases with age, education,
employment status, and income.
Research
by the Travel Industry Association of America (TIA) indicates that
senior travelers (age 55+) spend more time on the road than any other
age group. Seniors took nearly 179 million trips in 1999 and the average
duration of their trips was 4.9 nights.
Florann
Grettum and her widowed friend, Jean Madsen, are examples of this
growing group of mature travelers. As retirees in their mid-60s, these
two adventurous Minnesota women spent three winters traveling throughout
the southern part of the United States. Driving a large Winnebago
motor home, with a car in tow, was no obstacle. A friend concerned
about the two women traveling alone encouraged them to leave a pair
of men's shoes outside the RV.
"That
way it would look like we had a man traveling with us. We never left
the shoes out, but it sounded like a good idea," said Grettum.
They collected lots of good memories and sunshine.
Thirty
million RV enthusiasts in the United States regularly hit the road
according to the Recreation Vehicle Industry Association. RV owners
travel an average of 5,900 miles (9,500 kilometers) annually and spend
more than 23 days on the road.
The American
Automobile Association (AAA) reports that most people travel within
a compact geographic area. Eighty percent stay within 250 miles (400
kilometers) of home with 60 percent taking day trips. Travel to nearby
locations is usually less expensive, less time-consuming, and can
occur with less planning. Also, advertising by state tourism departments
tends to be concentrated in nearby states.
American
Demographics (AD) reports that while more Americans are taking more
road trips by car, the trips are becoming less enjoyable. Traffic,
other drivers, driving itself, and long periods of time in the car
can take some of the joy out of road travel. Traffic jams, breakdowns,
impatient kids, and boredom are part of life on the road. AD claims
that these problems represent economic opportunities for wayside service
providers who can offer entertainment, quick and good food, and activities
within walking distance of the car.
Retirees
tend to view road trips as an adventure. They are more relaxed, willing
to go at a slower pace, and spend more time exploring. They don't
mind being in the car hours on end. Younger travelers, with or without
children, resent being in the car over long periods of time and "just
want to get there."
Traveling
with children also presents a unique set of challenges. For Tim and
Judy Dioquino, a married couple in their late 30s with two small children,
their twice-a-year car trips from Virginia to visit family in Florida
are something to be endured.
"Car
trips are not fun. They are really kind of stressful," said Mrs.
Dioquino, who notes that the difficult task of keeping young children
entertained is often compounded by road construction and traveling
during holidays when traffic is heavier and progress is slower. "We
would much rather fly. But for monetary reasons, we don't."
Table
1 - What is important when planning trips? |
|
1980s
|
1990s
|
Getting
off the beaten track |
23%
|
45%
|
Visiting
cultural, historical and natural treasures |
27%
|
50%
|
Gaining
a new perspective on life |
40%
|
72%
|
Understanding
culture |
48%
|
88%
|
Going
to a location with natural beauty |
60%
|
73%
|
Source:
The Harris Poll |
|
|
Travel
Trends
America's Byways represents the collection of nationally designated
scenic highways. Designated as either National Scenic Byways or All-American
Roads, these
unique roadways offer something for everyone. The way we travel has
changed and travelers are increasingly seeking the types of experiences
waiting for them on America's Byways.
Industry
analysts have identified key trends that are shaping the future of
travel and tourism. Many of these trends are generating new interest
in scenic byways. And along the way, local byway communities and grassroots
organizations are reaping the benefits.
|
Antique
car enthusiasts enjoyed a 65-mile (105-kilometer) drive
along the Historic Columbia River Highway All-American Road
in Oregon to celebrate the roadway's designation as a National
Historic Landmark. |
|
Internet
Usage
TIA found that 54.5 million adults, or 62 percent of current Internet
users in the United States, have used the Internet or an online service
to make travel plans in the last year. Travel planning consists of
activities such as getting information on destinations or checking
prices and schedules.
The National
Scenic Byways Program Web site (www.byways.org) attracts more than
1 million hits each month. Travelers can take an online tour of featured
byways, print maps, and access information on visitor services, suggested
tours, driving times, byway attractions, and special features. In
addition, many individual byways maintain official Web sites.
Weekend
Trips
Weekend trips by Americans jumped by 70 percent over the last 10 years
and now account for more than half of all U.S. travel, according to
TIA. "Time poverty" is leading to shorter trips. Travelers
are staying closer to home, within a three-hour "strike zone."
Long weekend trips now comprise 53 percent of all trips, while the
extended vacation (five nights or more) is declining.
Scenic
byways offer affordable, quick getaways. More than half of America's
Byways are less than 50 miles (80 kilometers) long. This allows plenty
of time to explore the communities, attractions, and special resources
along a byway during a weekend trip. For example, Florida's Tamiami
Trail Scenic Highway is a 50-mile route running through one of the
largest tropical wilderness areas in the United States - the Florida
Everglades. The 32-mile (50-kilometer) Connecticut Route 169 connects
several traditional New England towns. The byway runs past colonial
homesteads, quaint churches, historic stone walls, meeting houses,
and private schools. Death Valley Scenic Byway in California winds
55 miles (almost 90 kilometers) through one of the driest and hottest
environments in the Western Hemisphere. The route crosses four major
plant zones and passes through a complex ecosystem of pinion pine,
mesquite cacti, rattlesnakes, owls, and bighorn sheep.
Visitors
will find unique travel experiences waiting for them on each byway.
Eating
and Shopping
TIA reports that travelers list shopping and dining as favorite activities.
Regional cuisine, local crafts, and one-of-a-kind souvenirs can be
found along the byways.
|
Peter
Drinkwater owns the 5-and-10-cent store in Winter Harbor,
Maine (pop 250) along the Schoodic National Scenic Byway.
You can find just about anything you need at this old-fashioned
variety store - household items, groceries, birthday gifts,
sewing supplies, hard-to-find gadgets, and local souvenirs. |
|
Located
along the Turquoise Trail (New Mexico), Madrid was once a booming
coal-mining community. The town fell on hard times in the 1950s and
was a ghost town until the early 1970s when artists and craftspeople
arrived and converted the old company stores and houses into shops
and galleries with paintings, sculpture, pottery, textiles, jewelry,
furniture, beadwork, toys, artwear, and antiques. Today, these "ghost"
mining towns along the byway - Madrid, Golden, and Cerrillos - are
alive with art, crafts, theater, music, museums, and restaurants.
Another
unique shopping experience is found in Dillsboro, N.C., just off the
Blue Ridge Parkway. Founded in 1888 along the Western North Carolina
Railroad, Dillsboro was a thriving commercial center until three floods
in the 1890s devastated the town. Most of the businesses left. In
recent years, the community has undergone a rebirth. This small walk-about
town (pop. 200) has become widely known for its handmade crafts, unique
shops, working studios, inns, and southern-style food. Artisans such
as potters, glass artists, and pewterers can be observed practicing
their trade.
With
72 byways to choose from, there is something to match everyone's shopping,
dining, and traveling tastes.
Cultural
and Historic Tourism
A recent Harris Poll indicated that more Americans travel for cultural
enlightenment than for sports, shopping, and theme parks combined.
A survey by TIA indicates that 53.6 million American adult travelers
visited a museum or historic site in the past year. Thirty-three million
also attended cultural events or festivals.
Historic
sites are also popular family destinations; 40 percent of families
include stops at historic sites during their summer travels. America's
Byways offer a diverse menu of historic and cultural experiences.
View
homes and estates built and operated by George Washington's brothers
and their heirs along the Washington Heritage Trail in West Virginia,
or visit some of America's oldest neighborhoods and churches in Santa
Fe, N.M., located along "The Royal Road," the El Camino
Real.
Join
a wagon train in a "living history" demonstration of horse-drawn
travel during the annual National Road/Pike Festival. President Thomas
Jefferson signed legislation in 1806 to build the nation's first interstate
highway, linking the eastern seaboard with the western frontier. The
highway became known as the National Road and was built through Maryland,
Pennsylvania, West Virginia, Ohio, Indiana, and Illinois. The road,
which is now U.S. Route 40, carried people, livestock, mail, and goods
across the growing country. Today, National Road communities reflect
the cultural diversity of those who chose to make their homes along
this historic transportation corridor. Reminders of National Road
history - mile-markers, tollhouses, historic inns, stone S-bridges,
pike towns, and remnants of brick road - are still visible along the
corridor.
Tour
beautiful old-fashioned gardens and antebellum homes during the Natchez
Spring Pilgrimage in Natchez, Miss., and then drive the Natchez Trace
Parkway. This historic 450-mile (724-kilometer) route generally follows
the old Indian trace, or trail, between Natchez, Miss., and Nashville,
Tenn. The trace was an important route for people who needed to get
from one place to another. The Natchez, Chickasaw, and Choctaw Indians
were early travelers. They were followed by French and Spanish settlers
venturing into a new world and by Americans building a new nation.
By 1785, American settlers in the Ohio River Valley had established
farms and began floating their crops and products down the rivers
to markets in Natchez or New Orleans. Returning home meant either
riding or walking because even the flatboats were sold for lumber.
The trail from Natchez was the most direct. As the number of boatmen
grew, the crude trail was tramped into a clearly marked path. Over
the years, improvements were made, and by 1810, the trace was an important
wilderness road - the most heavily traveled in the Old Southwest.
History
and culture come alive along scenic byways.
Sources
for Travel Information, Trends, and Statistics |
Adventure Travel Society, www.adventuretravel.com,
(719) 530-0171.
American Automobile Association, www.aaa.com,
(202) 942-2050
American Demographics Magazine, www.demographics.com,
(800) 529-7502.
Bates USA Midwest, Indianapolis, Ind., (317) 686-7800.
Consumer Reports Travel Letter, www.consumerreports.org,
(800) 365-0396.
Federal Reserve Bank of Philadelphia, www.phil.frb.org,
(215) 574-6428.
Harris Poll, www.louisharris.com,
(877) 919-4766.
LORD Cultural Resources Planning & Management Inc.,
info@lord.ca, (416) 928-9292.
National Park Service (Natchez Trace Parkway), www.nps.gov,
(800) 305-7417.
National Scenic Byways Program, www.byways.org,
(800) 4BYWAYS or (800) 429-9297.
Oregon Trail of Dreams, www.sleddogrides.com,
(800) 829-2442.
Recreation Vehicle Industry Association, www.rvia.org,
(703) 620-6003.
Travel Industry Association of America, www.tia.org,
(202) 408-8422.
Yankelovich Partners, www.yankelovich.com,
(203) 846-0100.
Yesawich, Pepperdine & Brown, www.ypb.com,
(407) 875-1111. |
Adventure
Travel
TIA reports that in the past five years, one-half of American adults,
or 98 million people, have taken an adventure trip, and adventure
travel is one of the fastest-growing parts of the travel industry,
accounting for $220 billion nationally.
Adventure
travelers expect to experience varying degrees of risk, excitement
and tranquility, and to be personally tested or challenged. Adventure
travel runs the gamut from "soft adventure," which requires
little physical risk and little or no experience (e.g., horseback
riding, rafting, snorkeling, cross-country skiing), to "hard
adventure," which may be very risky and which requires experience
and above average physical fitness (e.g., challenging whitewater rafting
trips, hang gliding, rock climbing, wilderness survival). Myriad adventures
can be found along America's Byways.
Rent
a jeep and explore ghost towns and historic mining sites along the
San Juan Skyway in Colorado; windsurf beside the Historic Columbia
River Highway in Oregon; backpack along the Appalachian Trail near
the Russell-Brasstown Scenic Byway in Georgia; mountain bike miles
of spectacular backcountry around Lake Tahoe-East Shore Drive in Nevada;
or learn to kayak on Lake Superior along the North Shore Scenic Drive
in Minnesota. Scenic byways lead to lots of personal adventures.
Traveling
a byway by car is a pleasant experience, but traveling by dogsled
is a thrilling one! On the Cascade Lakes Scenic Byway near Bend, Ore.,
you can experience the route with veteran mushers Jerry and Rachel
Skdoris and their happy and eager sled dogs. This father-and-daughter
team operates "Oregon Trail of Dreams," offering unique
tours over a 20-mile (32-kilometer) section of the road that is closed
in winter. Byway leader Robin Lee explained that although 48 miles
(77 kilometers) of the byway are closed seasonally due to snow, it
remains a high-use winter corridor. People continue to travel the
road on dogsled, cross-country skis, and snowshoes.
Taking
the Kids Along
TIA reports that nearly one-half of American adults (46 percent) included
a child on a trip in the last year. Parents are increasingly bringing
kids along on trips to make up for the lack of quality time spent
during a harried work week. Another TIA study shows that one in five
parents are taking their children out of school to take a family trip.
While parents report that they view school as important, they also
feel that children gain valuable knowledge while traveling. Traveling
the byways teaches lessons in history, geography, archaelogy, social
studies, and much more. Kids have so much fun that they don't even
know they are learning.
The Creole
Nature Trail in Louisiana has something special for kids. The byway
is a favorite field trip for school, scout, and church groups. Young
children visiting the two wildlife refuges and tourist information
centers receive a Kid's Fun Box, which comes with a crawfish harmonica,
an alligator water gun, crayons for decorating the box, and a button
that brags, "I survived Louisiana's Outback."
"We
developed the Kid's Fun Box as a means of teaching little people about
the natural resources along the trail, but in a fun way," said
Monte Hurley, chairman of the Board for the Southwest Louisiana Convention
and Visitors Bureau. "Now, it's a tossup as to who enjoys it
more - the little people or the kid in all of us."
Learning
While on Vacation
People want to bring home more than a tan and a few souvenirs. In
the mid-1990s, a Harris Poll published in Travel & Leisure magazine
showed that the preferences of American travelers had shifted from
escapism in the 1980s to enrichment in the 1990s. Research by TIA
confirms that the learning aspect of travel is important to American
travelers, with one in five adults - 30.2 million - having taken an
educational trip to learn or improve a skill, sport, or hobby in the
past three years. Eighteen percent of the travelers said that taking
such a trip was the main purpose of their travel. People are searching
for educational and life-enriching travel experiences.
The Seaway
Trail Foundation in New York has teamed up with Elderhostel, which
offers quality, affordable, educational adventures for seniors (age
55 or older). Hostelers stay in historic Sackets Harbor and enjoy
a variety of workshops and field trips to learn about history, nature,
and culture along the 454-mile (731-kilometer) Seaway Trail. Byway
leader Teresa Mitchell believes that Elderhostel is a good fit with
the National Scenic Byways Program. Local people act as instructors
and field lecturers. Participants learn much more about the area that
they are visiting than they would on a regular vacation experience.
"Over
the four years we've been doing this, I've noticed what appears to
be a healthier, more active senior," said Mitchell. "They're
healthier and they want to do more." The week-long agenda also
includes soft educational experiences and entertainment. Evenings
might include opportunities to learn about brewing beer, yoga, and
antiques. Folks enjoy outdoor picnics at a lighthouse, meals at local
restaurants, and even dinners served by community church groups.
The Energy
Loop combines two of Utah's scenic byways: Huntington Canyon Scenic
Byway and Eccles Canyon Scenic Byway. To celebrate their national
designation, the byway coordinators are organizing several events
along the route that combine education and recreation. Residents and
visitors will be able to take short courses in fly-fishing, outdoor
photography, wildlife viewing, wildflowers, and landscapes. There
will also be seminars and tours of an historic cemetery, coal mine,
and power plant. It's a way to let people experience something they
haven't tried before.
Authentic
Travel Experiences
Visitors are searching for the "real America." They want
to explore small towns and visit authentic places by car, while tracing
historic themes and sampling local cultures. There are an increasing
number of people who will travel across the world to have an authentic
experience. In 1999, 49 million people traveled to the United States
from other countries. Nearly half of the visitors came from our neighboring
countries, Canada (14 million) and Mexico (10 million). America's
Byways seem like a perfect match.
Travelers
can increase their knowledge about Native American cultures at the
Makah Museum located along the Strait of Juan de Fuca Highway (Washington
state Route 112); retrace the footsteps of Americans who participated
in the 1965 civil rights demonstrations that led to voting rights
for all African Americans in Southern states on the Selma to Montgomery
March Byway in Alabama; or learn about the Underground Railroad at
sites along the Ohio River Scenic Route in Illinois, Indiana, and
Ohio.
|
The
Native American Byway in South Dakota has five interpretive
themes: Native American culture, high-plains ecology, Lewis
and Clark, the fur trade, and the Missouri River. This dramatic
view of the Missouri River is atop the bluff at the Lewis
and Clark Rest Area on Interstate 90. |
|
Along
the Native American Byway in South Dakota, the history of the Sioux
and other indigenous peoples unfolds. The byway winds past cultural,
historical, and archaeological sites located in the heart of the Sioux
nation. Buffalo still roam on the high plains above the river bottomlands.
An important goal of the byway is to provide learning opportunities
about native peoples and respect for the environment. Byway organizers
recently created a vision statement for the byway that reflects this
commitment: "The Native American Scenic Byway is a gateway to
a revealing cultural experience. It is a journey through the heart
of the Teton Sioux Nation. It will allow visitors appropriate access
to the history, tradition, development, and future of the Sioux people.
When the visitor feels the spirit of this land, then the vision
of the Byway will be complete."
Collecting
Experiences
"Time is becoming the currency of the new millennium," said
Shellie Williams, senior consultant with LORD Cultural Resources Planning
& Management Inc. "The amount of leisure time the average
American has is shrinking. In 1973, the average American had 26 hours
of leisure time per week. In 1997, leisure time shrank to 17 hours.
A recent study found that half of busy executives would rather take
less pay for more time off. With the rise of home offices and electronic
accessibility - e-mail, cell phones - peoples' work will follow them
everywhere - to the little league field, the dinner table, and the
theater. With less leisure time available, people are getting very
choosy. Many people want a 'sure thing,' an experience they can count
on. Tourism can be a trip around the world or just around your own
town."
Authors
Joseph Pine and James Gilmore say we are entering the "experience
economy." In their book, The Experience Economy, they explain
that there is a trend away from the accumulation of material goods
and toward the accumulation of experiences. Consumers want rich, compelling
experiences.
Our changing
travel priorities reflect this need and desire to collect experiences
- family, culture, history, nature, authenticity, adventure, quality,
and education.
As I
recall the wonderful road trips of my youth, I am very pleased that
this experience can still be found along America's Byways.
Cheryl
Newman joined the National Scenic Byways Resource Center in February
1999. As a byways resource specialist, she works with All-American
Roads and National Scenic Byways in 16 states. She brings a background
in education, administration, and volunteerism to her job. Prior to
joining the resource center in Duluth, Minn., she worked for 17 years
at the 3M Company in St. Paul. Newman has a bachelor's degree in education
from Concordia College in Moorhead, Minn., and she is an adjunct instructor
for Century College in White Bear Lake, Minn.
Other
Articles in this Issue:
5-1-1: Traffic Help May Soon Be Three Digits Away
Using
the Dynamic Modulus Test to Assess the Mix Strength of HMA
The
ITS Public Safety Program: Creating a Public Safety Coalition
Handling
the Worst Crash Ever in Virginia
Moving
Ahead - The American Public Speaks on Roadways and Transportation
in Communities
Branding America's Byways
Travelers
Seek Byway Experiences
National
Work-Zone Awareness Week Commemorated Across the Nation
Work-Zone
Traffic Control: Survey of Contracting Techniques