For the better part
of a century, mighty locomotive wheels have clanged and clanked across
Pennsylvania's Southern Alleghenies as railroad cars laden with coal steamed
through the mountainous terrain. Today, there's a new set of wheels crossing
the landscape, though these make only a gentle whoosh. They belong to
bicycles, thousands of them, and they're steering the region's economy
in a new direction.
"If you think
of the bicyclist only in terms of what that meant when you were a kid,
forget it. That's not what this is about," says Richard A. Geist,
representative in the Pennsylvania legislature for northern Blair County
and an active cyclist. "It doesn't take long with a small spreadsheet
to understand the potential this holds."
Geist's vision has
been a driving force behind Cycle Southern Alleghenies (CSA), a year-round
tourism effort that features 17 self-guided cycling routes traversing
the six counties of the region—Bedford, Blair, Cambria, Fulton, Huntingdon,
and Somerset. The routes range in length from 7 to 64 miles and are designed
to appeal to all cyclists, from novices and weekend athletes to experts.
The concept is not so much a new idea as an evolution of natural-resource
use. The same mountains that have long produced coal now offer roads—from
serene to serpentine—that delight bicyclists.
If vision sparks an idea, hard work makes it happen. CSA has been guided
from idea to implementation by the Southern Alleghenies Regional Tourism
Confederation (SARTC). This 39-member private/public advisory board is
a coalition of convention and visitors bureaus, heritage preservation
groups, and state heritage parks, and is a subcommittee of the Southern
Alleghenies Planning and Development Commission (SAPDC), a local development
district. SARTC designated a task group, the Bicycle Advisory Group, which
Geist chairs and which includes representatives of the Pennsylvania Department
of Transportation (PennDOT), cycling enthusiasts, and members of SAPDC
and SARTC. The project was funded by grants from the Appalachian Regional
Commission and the Pennsylvania Department of Community and Economic Development,
SARTC, and SAPDC. It was officially launched last September by Pennsylvania
Governor Thomas Ridge, an avid cyclist, during his annual Keystone Ride.
Looking back, it seems so logical, even inevitable, that bicycling would figure
into this changing economy. In 1986, the Altoona Bicycle Club organized a one-day
race. Two years later, the race was extended to two days and named "Tour
de 'Toona," after the Tour de France. In 1990, Tour de 'Toona was sanctioned
by the U.S. Cycling Federation and became the first tour in America to offer
equal prize money to men and women. Today, with the demise of Tour DuPont, it
ranks as the largest professional-amateur stage race in the United States. Professionals
race for six days; amateurs for three. Tour promoters expect 850 to 1,000 riders
this year, including 27 professional men's and 19 professional women's teams
competing for a total of over $100,000.
Another stepping-stone was laid in 1992 when the Southern Alleghenies beat
out 16 other American communities to host the U.S. Olympic cycling trials. They
did it with the most valuable natural resource of all: people. Warm, friendly
people willing to work for their community.
"When the riders left here, they said in an interview on ESPN how friendly
and accommodating Altoona was," says Doris Mitchell, manager of travel
development for SAPDC. "They were happy that not only was our terrain much
like Barcelona [where the 1992 Summer Olympics were held] but that everyone
was so hospitable and friendly. That's just human nature here—the hospitality
is generous and genuine."
In particular, the Bicycle Advisory Group, whose members range from students
to professionals, proved to be an invaluable and innovative resource. "They
were wonderful," says Deborah Prosser, director of the marketing division
of SAPDC. "Because they were our market, we could sit across from them
and ask what we needed to do to sell this product to them. In addition, they
mapped out their favorite places and experiences, told us the amenities they
needed, and we listened closely. They are responsible for the effectiveness
of all the print materials that we've produced as well as the Web site design
and the way the site functions."
Year-Round Benefits
While short-term races and trials give temporary boosts to food, lodging, and
retail sales, CSA provides consistent, year-round economic benefits. The demographics
of biking are ideal for sustained growth; the tour program targets men and women
30 to 55 years old with annual incomes over $60,000. Market research into their
needs has led to the development of bed-and-breakfast inns near the routes and
bike concessionaires that offer rental, repair, and guide services. SAPDC is
also providing start-up support to the entrepreneurs furnishing amenities such
as food delivery, rescue services, and tour booking.
And the economic impact of CSA extends well beyond tourism. According to Edward
Silvetti, executive director of SAPDC, quality-of-life and outdoor recreation
opportunities are effective marketing tools for local industrial development
corporations working to attract industry to the region. "As we gain notoriety
on this front, it's going to help other efforts to encourage growth in our region,"
he adds. "If we could replicate CSA in other areas, we would be the most
successful local development district in the history of economic development.
The level of cooperation has been phenomenal."
CSA is also a welcome solution to a persistent marketing problem. "We
were looking for a way to promote attractions that are off the beaten track,
and for safety reasons, bicycle tour routes ideally are off the main roads,"
Prosser explains. "So now we have a natural way of getting visitors to
these tucked-away treasures." A few of those destinations include lush
state parks; the gardens of St. Francis Monastery, once the home of steel magnate
Charles M. Schwab; and Fort Roberdeau, a national historic landmark dating back
to 1778.
To develop safe and scenic routes, SAPDC contracted with the Engineering, Architecture
and Design Services Group, an engineering firm with an office in Altoona. As
a cycling enthusiast herself, project manager Karen Shutty knew firsthand which
routes carried too much traffic to be included. She also had access to PennDOT
information such as transportation planning data, traffic counts, and maps,
which helped the group create exciting and accessible routes. Names such as
Covered Bridge Scenic Journey, Horse and Buggy Tour, and Magical Mountain Mystery
Tour hint at the adventures along the way. All routes pass through pastoral
countryside unfolding from meadows carpeted in purple and yellow wildflowers
into fertile farmland dotted with grazing sheep and soaring silos before stretching
upward into steep mountain slopes. For riders on these roads, a sense of the
long tradition of land well loved becomes as clear as the cloudless sky.
"This is the kind of tourism that doesn't disturb the peace and serenity
that the residents find so magnificent," adds Mitchell, who grew up in
the region. "I am so very proud to invite visitors here, because I know
once they come, they will feel the way we do."
Travel and tourism is Pennsylvania's second-leading industry, and Pennsylvania's
travel and tourism performance has improved steadily since 1995. Tourism injected
more than $27 billion into Pennsylvania's economy in 1998, an increase of $1.44
billion, or 5.6 percent, from 1997. With a payroll of $9.62 billion, travel
and tourism in 1998 employed nearly 465,000 Pennsylvanians, up from 459,000
the previous year. In 1998, 114.1 million travelers came to the Commonwealth,
up 2 percent from 1997's 112.4 million.
"The latest numbers show that our efforts are working," says Governor
Ridge. "Tourism is up again, and that means more jobs for Pennsylvania.
As the fierce competition for tourist dollars continues, you will continue to
see innovative ideas, like the Cycle Southern Alleghenies initiative, to promote
Pennsylvania and Pennsylvania attractions."
If Geist has his way, that growing roster of visitors will eventually include
major international touring companies. He's cycled all over the world and believes
the Southern Alleghenies can beat any competition. "We have more to offer
than almost anywhere. I know that is true—it's not bragging," he says.
"If you were to catalog a wish list of things you would want, we already
have them. And we have a state government that is 100 percent behind us, including
huge cooperation from the environmental, transportation, and business-development
side of government."
Good communication between SARTC and regional businesses has encouraged the
support and trust of the community. With more fine-tuning than fundamental changes,
businesses located along the routes have been able to accommodate the needs
of their new visitors. "We told them it would be very helpful if they had
things like a bicycle pump, a vehicle with a bicycle rack, a place to lock bicycles
at night, laundry capabilities, sports drinks, and bag lunches," Prosser
adds. "The property owners readily agreed that none of this would take
a lot of money, but would make a world of difference in how the customer responds."
Apparently so, as Bicycling magazine named Altoona one of America's top ten
bike towns. Advertisements in Bicycling and BicycleUSA magazines, combined with
a blitz of brochures to bicycle clubs and retail shops, have also paid off.
Prosser tracks CSA's Web site hits, which provides information that helps her
design promotional campaigns.
Future plans for CSA include improved signage, paved shoulders, and a second
phase of routes designed for off-road or mountain bikers that is slated for
completion by summer 2001. It can't happen soon enough for Geist, who can see
the promise CSA holds for the region and cannot rest until that vision becomes
reality.
"I've been in the House 22 years, and I've seen some wonderful things,"
he says, perched on the edge of his chair. "This is one of those seeds
that has a chance to grow into something big. We need to cultivate and fertilize,
nurture and pollinate it. That's our job. We have to create that atmosphere.
We don't have the Pittsburgh Steelers or the Philadelphia Phillies, but we have
something those cities don't have. That's our unique asset, and one that needs
to be fully developed."
Lynda McDaniel is a freelance writer based in Arlington, Virginia.
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