Texas
Forest Region - TEXAS FOREST TRAIL REGION . ANNUAL REPORT 2015 -
Welcome to the Forest Region of East Texas THE PLACE WHERE TEXAS BEGINS!
The Texas Forest Trail Region is a 35-county area of East Texas where legendary trails & towns pre-dating the Lone Star State are nestled among towering pines & refreshing lakes, proving that our history & culture come naturally. Bird, hike, kayak, or camp in our national forests, state parks, & abundant rivers. Explore Texas history from the pre-historic Caddo Indians, to the Texas revolution, to the boom of oil, railroad, & timber industries at our museums & historic sites. Luxurious bed & breakfasts, historic downtown shops, friendly folks, & restaurants serving uniquely-Texas cuisine await to welcome you to the right side of Texas. For more information about what to see & do while you’re in the area visit our web site www.texasforesttrail.com.
REGIONAL DIRECTOR WHO WE ARE
The Texas Forest Trail Region was designated by the State in 2001 as an official “Heritage Region” of Texas. It is one of 10 regions in Texas which comprise the awardwinning Heritage Trails Program developed by the Texas Historical Commission.
MARTY PRINCE
Walker County
WHAT WE DO
The Texas Forest Trail Region supports communities, historic sites and attractions in East Texas, encourages economic development through heritage tourism, education, marketing, and historic preservation initiatives.
2 This Annual Report serves as the principal mechanism for reporting the Texas Forest Trail Region’s key activities
and initiatives to private and public funding sources for Fiscal Year 2015 (September 1, 2014 – August 31, 2015).
WHO WE SERVE
The Texas Forest Trail Region (501c3 nonprofit) serves communities in and travelers to a thirty-five county region in East Texas. Our office is located in Nacogdoches in the historic Gladys Hampton Building, City Hall.
contents our history our impact our leadership our Partners our year & beyond our services & projects: advocacy & preservation education & networking resources & research marketing & advertising online promotions our finances our activities
04 05 06 08 10 12 14 15 19 22 24 26 27
Texas Forest Trail Region 2015 Annual Report
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our history The Texas Heritage Trails Program The Texas Forest Trail Region covers 35 counties in East Texas. It is one of ten designated regions in Texas which comprise the award-winning Heritage Trails Program of the Texas Historical Commission (THC). Each of the ten heritage tourism regions work with local communities and attractions to encourage economic development through heritage tourism, education, advertising and historic preservation. The program originated in 1968 as the “Texas Travel Trails,” 10 scenic driving routes, developed under Governor John Connally and the Texas Highway Department. In 1997, the Texas Historical Commission (THC) was charged by the governor’s office to create a regional tourism and economic development initiative based using the “Travel Trails” as a foundation for the statewide program. The original “Travel Trails” were expanded to define the new “Heritage Trail Regions.” The “Heritage Trail Regions” were designed to embody the history and culture of the original trail routes, and encompass the historic highways, historic sites, hike and bike paths, natural beauty, and cultural attractions unique to the ten designated areas. Since 1997, each Heritage Trail Region has functioned as an independent 501 c3, led by a regional board and an executive director. The Heritage Trail Regions and their directors, work in concert with the THC to increase visitation to cultural and historic sites through education, historic preservation, and statewide and regional marketing.
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For nearly 16 years, the Heritage Trail Program received funding via transportation enhancement grants, provided by the Federal Highway Administration, under the supervision of the Texas Department of Transportation, and administered by the THC. In 2012, legislation requiring states to allocate 10% of Surface Funding to support cultural, aesthetic and environmental aspects of the transportation system was removed. The Texas Department of Transportation notified the THC in 2013, that the Heritage Trails would not be considered for additional funding after the FY 2014-2015 cycle. In May of 2015, the 84th Legislature elected not to support the THC’s exceptional budget item request to provide continued funding for the Texas Heritage Trails Program. In July of 2015, the Heritage Trails were informed that the THC would use the remainder of the previously awarded transportation funds (FY 2014-2015 cycle), designated to the THC for “heritage tourism,” to support the Regions for FY16 at roughly 54% of the previous year’s allotment. At the close of FY15, the Texas Brazos Trail announced they would be shutting down operations by August 31, 2015. At this time, the remaining nine Regions are dedicated to the continuation of the Program and the service of our respective regions and Partners. The Forest Region has been prudent with previous grant funds and resourceful in our sustainability projects. Our rainy-day reserves will support the continuation of our program through the next Legislative session, at which time, the THC and the Heritage Trails intend to approach the 85th Legislature for additional funding.
Texas Association of Museums Advertisement - 2015 Annual Conference Program - - Design by the Forest Trail.
our impact heritage tourism = economic development According to studies conducted for the Governor’s Office of Economic Development and Tourism, in 2014 direct travel spending in Texas exceeded $70.5 billion. Research shows that over 10% of Texas travelers visit heritage & cultural sites resulting in roughly $7.3 billion in direct spending. But the economic impact of heritage tourism in Texas doesn’t stop at historic sites. Heritage travelers spend less than 7% at museums and historic attractions, they spend the bulk of their travel funds dining, shopping and enjoying local festivals, events and attractions and the best thing about heritage travelers – they stay longer and spend more than the average visitor – roughly 1.7x more!
In 2014 Heritage Tourism in Texas employed more than 54,000 individuals and generated $192 million in state tax revenue as well as local sales tax revenues, hotelmotel tax revenues and community grants. A recent University of Texas and Rutgers University economic impact study indicated that the Texas Heritage Trails Program increases revenue and visitation to participating sites by 13.9%. But without immediate action, the benefits and infrastructure created by this unique Partnership will be lost! The Forest Region requests your support for the only statewide program that celebrates Texas heritage and builds the state’s economy—the Texas Heritage Trails Program.
*See more at: www.travel.state.tx.us/TravelResearch/TravelFacts. & www.thc.state.tx.us/about/fast-facts.
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our leadership message from our president For all of us that know, love and work with the Texas Heritage Trails Program, we knew federal and state funding could one day come to an end. There was that constant threat of the rug being pulled every other year. We were always putting our heads together to figure out how we could prevent it from happening. Unfortunately, it finally became a reality at the 84th Texas Legislative session and one of the boldest, earliest and most effective tourism initiatives in Texas’ history lost its state funding. When the Legislative session began in early 2015, we were ready for the fight. Our Executive Director, our Board of Directors, stakeholders, and Heritage Trails Partners took the word advocacy to a whole new level. From endless phone calls (day and night), emails, online petitions, social media campaigns and knocking on doors, the efforts were heard and seen across the Lone Star State. SAVE THE HERITAGE TRAILS became one of the most powerful advocacy movements we have witnessed since the program began. It was truly amazing to see so many individuals and organizations, including the TTIA and TACVB, come together and help support the Texas Heritage Trails Program. The advocacy efforts from the Texas Forest Trail Region were as large and strong as the beautiful, tall timbers that grace the Piney Woods of East Texas. We are very proud of the perseverance and ability to prove our value. The loss of funding has only made our organization stronger.
Breezy Lake-W olfe Board Chair 2014 -2015
Sustainability has always been on our mind and it always has been an important key component to the Texas Forest Trail Region. Like any organization, true sustainability comes from a solid and sound business model and the flexibility to work with and meet the needs our Partners. The challenges in 2015 are not going to stop our momentum. We are going to continue what we do best…provide education, marketing, preservation and promotional support to the 35-counties that make up the Texas Forest Trail Region. As a loyal partner to the Texas Historical Commission, we look forward to continuing the venture with the other nine trails that help preserve and promote communities in all 254 counties in Texas. We thank you for your support in our endeavors and hope that you will join us as we continue to help preserve Texas’ history for future generations of Texans and travelers.
6 Are you interested in becoming a Texas Forest Trail Region Board Member? Fill out an application today! www.jotform.com/txforesttrail/TFTRboardapp
our team 2014-2015 board of directors Breezy Lake-Wolfe, President City of Palestine, Anderson County Kimm Thomas, Past President City of Huntsville, Walker County Faustine Curry, President-Elect Mount Pleasant/Titus County Chamber Carolyn Teague, Secretary Mount Vernon Main Street, Franklin County Melissa Sanford, Treasurer Nacogdoches CVB, Nacogdoches County Lynne Spivey, LLC Rep ALABCO, Smith County Sherry Morgan Conroe CVB, Montgomery County Holli Conley Visit Tyler CVB, Smith County Elizabeth Eddins Beaumont CVB, Jefferson County George Fite City of Hughes Springs, Cass County Robert Johnson Gladwater EDC, Gregg County Barbara Parmley Texas Parks and Wildlife Department Chay Runnels Stephen F. Austin State University
The 15-member Forest Region Board of Directors is made up of volunteers representing the North, Central, and South areas of our 35 county region of East Texas. Each representative was selected for their leadership in tourism, preservation, marketing, education or legislative affairs. The purpose of the board is to set policy for the region, manage the legal obligations of the organization, maintain ownership and accountability in development and performance of the regional work plan, hire, evaluate, support, and appropriately compensate the director, and recruit qualified new members to improve quality of organization. Board members commit to a three year term with an optional second term. Partners interested in joining the Texas Forest Region board may request an application from the director.
2015-2016 incoming leadership EXECUTIVE TEAM Melissa Sanford President - Nacogdoches Carolyn Teague, Pres-elect - Mount Vernon Breezy Lake-Wolfe, Past President - Palestine Sherry Morgan, Treasurer - Conroe Holli Conley, Secretary - Tyler CONTINUING BOARD MEMBERS Robert Johnson - Gladewater George Fite - Hughes Springs Lynne Spivey - Tyler/North Texas Barbara Parmley - Texas Parks & Wildlife Kimm Thomas - Huntsville Elizabeth Eddins - Beaumont NEW BOARD MEMBERS Rachel Galan - Caddo Mounds Kira Nunez - Mount Pleasant Ryan Polk - Longview Marcus Powers - Beaumont
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our thanks
Many thanks to our Regional Partners for their continued support. Together we are so much greater than the sum of our trees. Together, we are the Texas Forest Trail Region.
Trailblazer $1,500
Navigator
$1,000
Explorer
$500
Traveler
$250
Pioneer
$100
Individuals
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Conroe Convention & Visitors Bureau Gladewater Economic Development Corporation City of Huntsville Tourism & Cultural Services Jacksonville Chamber of Commerce Longview Chamber of Commerce Mount Pleasant-Titus County Chamber of Commerce Nacogdoches Convention & Visitors Bureau City of Nacogdoches Main Street & Historic Sites Beaumont Convention & Visitors Bureau City of Palestine Economic Development Corporation Shelby County Chamber of Commerce Linden Economic Development Corporation Atlanta Area Chamber of Commerce Caddo Mounds State Historic Site City of Henderson Tourism Jasper Economic Development Corporation Kilgore Area Chamer of Commerce Lindale Chamber of Commerce Port Arthur Convention & Visitors Bureau Starr Family Home State Historic Site Texas State Railroad Tyler Convention & Visitors Bureau City of Athens Tourism City of Hughes Springs City of Marshall Mount Vernon Main Street Alliance My East Texas Spindletop/Gladys City Boomtown Museum Stephen F. Austin Hospitality Administration Stephen F. Austin State University: Stone Fort Museum
The Fire Museum of Texas Livingston-Polk County Chamber City of Lufkin - CVB City of Mineola Museum of the Gulf Coast Nacogdoches County Chamber Red River County Chamber City of San Augustine Main Street
The Stark Foundation Port Arthur Historical Commission Texas Prison Museum Texarkana Museum System Texas Parks & Wildlife Texas Forestry Museum Tyler CVB The History Center
Holli Conley Faustine Curry Elizabeth Eddins George Fite Robert Johnson
Breezy Lake-Wolfe Sherry Chaney Morgan Barbara Parmley Lynne Spivey/ALABCO Carolyn Teague
Become a partner member of the Texas Forest Trail Region -- visit www.texasforesttrail.com/membership
our Partners testimonials
CONROE: Conroe is a proud founding member of the Texas Forest Trail Region and have only recently begun to take full advantage of all of the benefits of our Trail Blazer level Partnership. The one on one social media training alone was well worth the cost of our annual membership. We found immediate success with all of the tips and tools we acquired during that session and that success has given us the confidence to step outside of our comfort zone and grow our social media presence and better our brand. -- Sherry Chaney Morgan, Tourism Coordinator, Marketing - Conroe CVB JACKSONVILLE:
Educational training, networking and regional marketing is exactly what was needed in Jacksonville. Being a partner with the Texas Forest Trail Region has enabled additional opportunities to market our community and events. The Texas Friendly Training was a refresher for the volunteers who welcome thousands each month at Love’s Lookout Visitor Center. -- Peggy Renfro, President - Jacksonville Chamber of Commerce
MARSHALL: The Texas Forest Trail Regions has always been a leader in tourism and
economic development for the communities in which it serves. I have had the pleasure of working with them in multiple cities and have seen firsthand the direct benefits the program provides to communities. From marketing and educational opportunities, to networking, the TFTR helps communities leverage their resources and communicates the story that we all love, East Texas. -- Sarah E. O’Brien, Tourism & Promotions Director - City of Marshall CVB & Main Street
PALESTINE: Becoming a member of the Texas Forest Trail Region has been the best decision I have made as a small business owner in the tourism industry. Since becoming a partner, I have made meaningful connections with other tourism professionals in the region and gained access to networking & education opportunities that have been vital to the progress of My East Texas, and the support I receive from the Trail is second to none. -- Dana Golsby, Owner & Marketing Director - My East Texas Tourimsm & Promotions
TYLER: Tyler loves partnering with the Texas Forest Trail Region. It really is the best way to combine all of our marketing efforts to get the biggest bang for our buck. When one of us wins, we all win! -- Holli Conley, Assistant Vice President, Marketing - Visit Tyler
81 35 Partners
counties
our partner program Our Partner Membership campaign is the financial backbone of the diverse assortment of programs we provide across the region in the form of education, advertising, and consulting to our communities and as outreach to the traveling public.
OUR PARTNERS WIN:
Every dollar you contribute in the form of Partner Membership is stretched and maximized to create a little more breathing room in your budget. Let us do the work AND get the results you want.
THE REGION WINS: Your contribution plants a seed and when many seeds are sown together, we are a mighty region that weathers storms and fair skies together.
Partner memberships are available to individuals and organizations interested in furthering heritage preservation, tourism and economic development in east Texas. www.texasforesttrail.com/membership. Texas Forest Trail Region 2015 Annual Report
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our year in review executive summary
Breezy Lake -W Making new f olfe & Mart y Prince riends in Liv ingst on, TX
Howdy Partners! Every year with the trail is an adventure, but 2015 was one for the record books. From fighting the good fight in the 84th legislative session, to increasing services and developing new Partnerships, this year we covered a lot of ground in East Texas and far beyond the pine curtain. The Legislature’s failure to support our program was certainly the most heartbreaking event of the year, but it was not devastating. Our FY15 advocacy efforts, marketing campaigns and educational programs proved - we take our mission seriously. The Forest Region is strong, resilient and thriving. Our roots are firmly planted in the fertile Pineywoods and with or without the State’s financial assistance, we are committed to supporting the communities and organizations that make the bounty of the Forest Region more visible and more attractive to tourists.
GOALS & SUCCESS!
The Texas Forest Trail Region began FY15 with three major goals, all of which were met with success! 1. BUILD LONG-RANGE SUSTAINABILITY: We developed plans for new products and services, diversified revenue streams, and strengthened our regional presence through advocacy and leadership. Through these efforts, we were able to increase project revenue, generated new revenue streams and built relationships with new statewide Partners.
2. MAXIMIZE REGIONAL TOURISM EFFORTS: We worked with regional Partners to provide relevant training and educational tools, industry resources and research. In turn, we increased Partnerships, partner services, and participation at workshops and events.
LEGISLATIVE ADVOCACY
Midway through the year, legislative advocacy became a major focus of our work. Our office made countless calls to legislators, collected statistics, created advocacy graphics, advertising & collateral, and developed, petitions, email & online marketing campaigns to support the “Save the Heritage Trails” movement.
3. ATTRACT VISITORS TO EAST TEXAS We showcased beautiful, historic East Texas through high quality promotional materials, and engaging social and interactive products. By doing so, we increased trail visibility, online engagement with travelers, and increased awareness and support for the Texas Heritage Trails Program. 10
FOREST REGION ADVOCACY CONTRIBUTIONS
Created Info Flyers: 10,000+ digital/hard copies delivered Developed Online Petition: 4.5k signatures Build One Click Online Letter: 5k letters sent Facebook Ads: 60k+ impressions Personal Legislative Contacts: 300+ letters sent
THE LEGISLATIVE ROLLER COASTER To say, that the 84th legislative session was an emotional roller coaster is an understatement. Despite all of our hard work, great press and outpour of public support, the Legislature still choose not to fund the Texas Heritage Trails Program. This was my first legislative session as a Trail director. I could not help but feel let-down by the Legislature, but I must assure you, I did not feel let-down – by our Partners and regional cheerleaders. The amount of support generated by the Forest Region gave me and the board an overwhelming sense of pride. We were touched by every person who signed our petitions, wrote letters and emails, and made phone calls to legislators on the Trails’ behalf. The Forest Region would like to extend a special thanks to the statewide organizations that became our tourism champions the Texas Association of Convention & Visitor Bureaus, the Texas Downtown Association, Preservation Texas and our sincerest gratitude to the Texas Travel Industry Association which fought side-by-side with us in the trenches.
MOVING FORWARD In June, the Forest Region and our nine sister Trails met with the Texas Historical Commission in Round Rock to discuss possible models for the continuation of the Heritage Trail Program. The meeting was a bit overwhelming with plenty of emotions and ideas, but the overall outcome was positive. The participants agreed, that while the Legislature did not choose to allocate funds in support of the Heritage Trails Program, the Texas Historical Commission and individual Trail Regions were committed to the continuation of the Program. Over the Summer, the THC was able to locate some funds that had previously been awarded by TxDOT and earmarked for “heritage tourism.” The THC approached TxdDOT with a plan to reappropriate the funds to the Heritage Trails Program and TxDOT approved. The transportation funds secured roughly 50% of the amount needed to support the Heritage Trails Program for one year - through August 31, 2016. Hard work and perseverance are two of the key ingredients required “Save the Trails” and the Forest Region has proven that we have our fair share of both. The Heritage Trails plan to return to the Legislature in 2017 to request the Heritage Trails Program
It is important to note, that the Forest Region is in a very unique position. Over the years, our board leadership has been very fiscally responsible and our reserve funds will allow us to continue operations seamlessly for several years while additional financial resources are secured. Unfortunately, several of our sister Trails do not have any “rainy day funds” and on August 31, 2015 the Texas Brazos Trail Region closed its doors. Many thanks to our board, Partners and the Texas Historical Commission and staff. Our achievements and continued success would not have been possible without your support. Together we will SAVE the Texas Heritage Trails Program for future generations of Texans and travelers.
Thank you and Happy Trails!
be funded in the base budget of the THC. Until then, we will move forward with less funding from the State, and we will blaze a new trail. The board of the Forest Trail has pledged to weather this season of change and to adapt as needed, to continue serving our
Marty Prince
communities as vigorously as always. Texas Forest Trail Region 2015 Annual Report
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our services what we do for East Texas The Texas Forest Trail Region is a network of Partners working together to foster regional economic development by promoting heritage tourism and the preservation of cultural and historic resources.
1 2 3 4 5
PRESERVATION & ADVOCACY
We advocate for legislation that benefits historic preservation and heritage tourism. Specifically, we generate awareness of critical issues through the creation of print collateral, on-line petitions, letter/email and throygh social media campaigns, public testimony and regional presentations.
EDUCATION & NETWORKING
We provide our Partners and communities with in-person & online networking and educational opportunities, including heritage tourism & marketing workshops, essential training tools and resources and valuable one-on-one industry consulting.
RESOURCES & RESEARCH
The Forest Trail puts our Partners and their communities in touch with state resources and regional tourism advocates through our statewide Heritage Trail network of industry professionals. Our extensive statewide relationships & industry assets expand the reach of our Partners’ budgets.
MARKETING & ADVERTISING
We promote East Texas communities and events through advertising campaigns, event brochures, contests, tradeshow appearances, and featured press & blog articles. Our statewide marketing increases visitation to cultural and historic sites and brings needed dollars to rural Texas communities.
online PROMOTIONS
We engage online travelers using 7 social media channels. On average, our posts reach 35,000 to 65,000 viewers and 14,000 active users weekly bringing state & national attention to historic sites, preservation initiatives and regional attractions across East Texas.
12 Lanana Creek Trail - By Kay Jefferies - Contest Entry 2012- - Nacogdoches County
our region 35 counties in East Texas Angelina Anderson Bowie Camp Cass Cherokee Gregg Franklin Hardin
Harrison Henderson Houston Jasper Jefferson Marion Montgomery Morris Nacogdoches
Newton Orange Panola Polk Red River Rusk Sabine San Augustine San Jacinto
Shelby Smith Titus Trinity Tyler Upshur Walker Wood
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oric Site t is H e t a t S Caddo Mounds ication
advocacy & preservation partner community initiatives In addition to our ongoing legislative advocacy, the Forest Region is a proud supporter of the Texas Historical Commission’s preservation initiatives. In 2015, many of our partner communities were the beneficiaries of the THC’s heritage tourism activities including, the Texas Treasures Business Award in Palestine, the development of Bankhead Highway resources in Mount Vernon, and the rededication of the Caddo Mounds Historic Site museum in Alto. Many thanks to the THC and our friends and Partners at Caddo Mounds, the City of Palestine, and Main Street Mount Vernon for allowing us the opportunity to support preservation in East Texas. For more information on the Texas Historical Commission projects and programs visit: www.thc.state.tx.us/preserve/projects-and-programs.
Bankhead Highway Communit y Meeting Mount Vernon, TX
14 Texas Treasures Business Award Presentation in honoring Braly Builders Supply Co in Palestine, Texas. Photo By Dana Goolsby, MyETX.com.
museum rede
13+
education & networking workshops & presentations
presentations & workshops
Forest Trail Region presentations and toolkit workshops are designed to assist partner members in bringing timely, targeted educational programing to their local community. The format enables the host community to work with the Forest Trail to select dates, locations and relevant content that will best serve their local audience. The Forest Region delivered over a dozen educational presentations & Toolkit Workshops in FY 2015, including: • OCT 7 – GLADEWATER Texas Forest Trail Region - Lunch & Learn • NOV 14 – ROUND ROCK DIY Design: Marketing & Graphic Design Workshop • NOV 17 – STEPHEN F. AUSTIN STATE UNIVERSITY Texas Forest Trail Region - Hospitality Administration
Mount Pleasant Tit us Count y Chamber of Commerce
• DEC 10 – MOUNT PLEASANT Instagram Essentials Workshop • FEB 12 – NACOGDOCHES Instagram Essentials Workshop • MAR 2 – ATLANTA Social Media Tips & Tricks - Lunch & Learn
online training tools
• MAR 3 – JACKSONVILLE Texas Friendly & Destination Training Workshop • MAR 20 – MOUNT VERNON Texas Heritage Trails Program - Lunch & Learn • APR 28 – NACOGDOCHES Tales from the Trail – A Year in Review • AUG 27 – PALESTINE Braly’s Texas Treasures Award
ic Development Gladewater Econom
ROGER BROOKS LIBRARY
For the past two years, the Roger Brooks’ International Library of training videos and books has been included as a benefit with all our partner memberships. Brooks is a nationally known expert on destination marketing and developing successful downtowns. The video library offers a vast number of titles covering a variety of economic development topics including: branding, tourism, community development and more. Kudos to these Forest Region Partners for leveraging this benefit to provide top notch tourism education to their Partners and community volunteers.
Conroe Convention & Visitors Bureau Mount Vernon Main Street San Augustine Main Street
Partners, It’s easy to take advantage of this enormous benefit - just send us an email request for password assistance to info@texasforesttrail.com. * Are you interested in hosting a regional workshop? Email us today!
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13 100 speakers
attendees
Peggy Re nfro Public 16 Ben Smithee, Marketing Guru and Keynote Speaker (top). Photo By Dana Goolsby, MyETX.com.
THC State Coordinator Teresa Caldwell (from left) and Forest Region Representatives Chay Runnels, Faustine Curry, Marty Prince, & Breezy Lake-Wolfe.
education & networking regional summit In April 2015, the Texas Forest Trail Region hosted “LIGHTS! CAMERA! COMMUNITY!” an educational summit for tourism professionals across East Texas. The two-day conference kicked-off in downtown Nacogdoches with a session by Alicia Downard, Production and Community Relations Specialist for the Texas Film Commission, followed by a reception at the Liberty Bell and a keynote dinner headlined by marketing guru Ben Smithee. Immediately following Smithee’s address, attendees were treated to a special film screening of the Tomato Republic at the Cole Art Center. The documentary featurette, filmed in Jacksonville, Texas was the winner of the 2014 Special Judges Prize at the Dallas International Film Festival. An entertaining Q&A Session with filmmaker Anthony Jackson and actor Rob Gowin took place after the screening.
HIGHLIGHTS
Day two of the Texas Forest Trail Region Summit included a hands-on media workshop, a Public Art & Tourism Panel, a session on destination training, and lastly a session on hotel tax expenditures.
• OPENING THE DOOR TO ON-LOCATION FILMING Alicia Downard, The Texas Film Commission
Many thanks to our Summit Sponsor - the Nacogdoches CVB & and our breakfast sponsor Nacogdoches Main Street
• TOMATO REPUBLIC - FILM SCREENING & QA Athony Jackson, Filmmaker Rob Gowin, Actor
- Jacks onville Ch amber A rt S e s sion
• KEYNOTE DINNER WITH MEDIA GURU Ben Smithee, CEO The Smithee Group
• TALES FROM THE TRAIL - A YEAR IN REVIEW Marty Prince, Texas Forest Trail Region • HANDS-ON MEDIA WORKSHOP Ben Smithee, CEO The Smithee Group
Elizabeth Eddins - Beaumont, CVB Destination Training Session
• TURNING FOES INTO FANS- DESTINATION TRAINING Elizabeth Eddins, Beaumont CVB Marcus Powers, McFaddin-Ward House • IF YOU BUILD IT, THEY WILL COME- PUBLIC ART & TOURISM Chay Runnels, Stephen F. Austin State University Jeff Brewer, Stephen F. Austin State University Peggy Renfro, Jacksonville Chamber of Commerce Anna Middlebrook, Friends of Historic Nacogdoches • CREATIVE (& LEGAL) USES FOR HOTEL MOTEL TAX Brian Sullivan, Texas Hotel & Lodging Association
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education & networking student scholarships 6
student scholarships
$1k up to $,1000 annually
As an organization committed to the prosperity of East Texas, we believe it is our responsibility to invest in the future leaders of Texas Tourism. This year, we turned those beliefs into a monetary commitment – creating a line item in our budget for student scholarships. In FY 2015, Forest Region student scholarships gave 6 Hospitality Administration students from Stephen F. Austin State University the opportunity to attend the Texas Travel Industry Association’s (TTIA) Annual Summit in Galveston.
SFASU Ho spit alit y Marketing St udents Present a tion - H enderson , Texas
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dents u t S y t li a it p SFASU Hos t on, Texas s e lv a G TTIA Summit
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partner sites & communities
60+ students
BENEFITS
resources & research destination marketing project
For the past two years, the Forest Region has partnered with SFA Hospitality Administration students to evaluate our Partners’ communities’ social media, marketing & promotions, missed
opportunities,
and
demographics.The
student’s
research findings are presented to the participating destinations free of charge. Many thanks to our 2015 regional Partners for their time and participation. We appreciate their investment in the future generation of tourism professionals and their communities. McFaddin Ward Historic House Museum - - Jefferson County
• • • • •
Increased student awareness about East Texas Generated new East Texas advocates Created student-driven social media Students became regional travelers & promoters Educating future hospitality professionals
PARTNER PARTICIPANTS • • • • • • • • •
Nacogdoches Main Street Longview Chamber of Commerce Caddo Mounds State Historic Site McFaddin Ward House, Beaumont Henderson Tourism Conroe Convention & Visitors Bureau Texas State RailRoad Millard’s Crossing Historic Village, Nacogdoches Visit Tyler - Convention & Visitors Bureau
RESEARCH PRESENTATIONS • • • •
April 20: Millard’s Crossing & Nacogdoches Main St. April 22: Mcfaddin Ward & Texas State Railroad April 27: Caddo Mounds & Henderson Tourism May 4: Longview, Conroe, & Tyler Texas Forest Trail Region 2015 Annual Report
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resources & research partner products & services
In June of 2015, we conducted a survey to determine what types of services are most valuable to our constituents. Specifically, we asked our Partners to give us the hard truth about our current services and to dream BIG about possible additions for FY 2016. Many thanks to the 35 partner communities that responded to our call for guidance. Results of the survey found our Education Workshops to be a partner favorite with more than 75% of those surveyed. One-onOne Consultations and Marketing Material Creation were among the top rated *new* service requests.
new products & services At the close of 2015, we worked with several of our partner members to “test drive” new partner services based on our survey findings. Products developed included, a new business logo for My East Texas, a new seasonal logo for Palestine, Texas, a festival logo for Caddo Mounds State Historic Site, and a new logo and rack card for the Pineywoods Autumn Trail. All Partners can look forward to a suite of new educational workshops and service options to be introduced in the Spring of 2016.
new print publications The Pineywoods Autumn Trail Guide was so popular with travelers, the Forest Region has plans to develop a Fall Foliage Guide for the entire region. Infact, we were so inspired, the Forest Region has planned a slate of new publications for FY 2016 & FY 2017, including: • • • • •
Forest Region Map Brochure Fall Foliage Driving Guide East Texas Culinary Guide Flowering Trails Driving Guide East Texas Antiques Guide
May 30, 2016 Sept 30, 2016 Oct 30, 2016 Jan 30, 2017 Apr 30, 2017
20 Need help with a special design or marketing project - Contact the Forest Region for a free quote!
Texas Forest Trail Region 2015 Annual Report
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marketing & advertising print and media BROCHURES
Our Regional Heritage Brochure and twice-annual Seasonal Events Brochures are distributed online and in 70+ locations across the state, delivering professionally designed coverage of our regional attractions and heritage sites. • 85,399 Regional Guides • 30,000 Event Guides
NEWSPAPER FEATURES
30+ articles in 18 Forest Trail communities including: • • • •
Athens, Atlanta, Cherokee County, Gilmer, Henderson, Huntsville, Jacksonville, Jewett, Longview, Marshall, Mineola, Mount Pleasant, Nacogdoches, Palestine, Rusk, San Augustine, Shelby County, & Tyler.
MAGAZINE/WEB FEATURES
• County Line Magazine, Ride Texas, Texas Monthly, • True West, Texas Highways.
TV INTERVIEWS
• KTRE - Lufkin - Nacogdoches
HERITAGE TRAIL ADS Newspaper/Magazine/Web • • • •
Austin American Statesman, Dallas Morning News, Houston Chronicle, Ride Texas, Southern Living, Texas Association of Museums Conference Program, Texas Highways, & Texas Monthly.
22 *Estimated economic impact based on the 2014 study for WACVB Education & Research Foundation
$1.2m 119k 15.6k +24% +11% +2% *annual economic impact
regional brochures distributed
statewide guides downloaded
3.6k regional guide downloads
24.9k personal requests
93.8k mass distribution
TEXAS HERITAGE TRAVEL GUIDE Special thanks to all of our friends and Partners who contributed photos, content and fact-checking for the new Texas Heritage Travel Guide. The comprehensive statewide guide features all 10 Heritage Regions and highlights historic destinations that tell the real stories of Texas. From beautifully restored courthouses to historic frontier forts, the guide offers 167 pages of visitor information, images, and maps. Over 60,000 were distributed in the first few months.
ADDITIONAL STATEWIDE GUIDES Forest Region communities are also highlightred in the THC’s Statewide Travel Guides: African Americans in Texas, Bankhead Highway, and Hispanic Texas. Download a digital brochure or request a print copy: www.thc.state.tx.us/explore.
travel shows In 2015, the Forest Region joined our sister Trails in sponsoring booths to promote our regions at the State Fair of Texas, the McAllen Travel Show, and the TTIA Travel Fair in Witchita Falls. Additionally, the Forest Region shared a booth with Partners, Breezy Lake Wolfe from Palestine Tourism, and Dana Goolsby from My East Texas at the Caddo Mounds El Camino Real Festival.
STATE FAIR The Texas State Fair is one of our Partners’ favorite marketing opportunities of the year. Over the three weeks of the fair, more than 800,000 people pass through the Food and Fiber Pavilion. In 2015, our region contributed 90+ hours of representation and promotional support by Forest Trail staff & volunteers.
PARTICIPATING COMMUNITIES: Athens, Kilgore, Longview, Marshall, Mount Vernon, Mount Pleasant, Nacogdoches, and Texas Parks & Wildlife.
Forest Region Prom otion - Texas St at e Fair Faustine Curr y - M ount Pleasant, Texa s
Dana Goolsby, MyETX.com (from Left) & Forest Region Representatives: Breezy Lake-Wolfe, Marty Prince
Texas Forest Trail Region 2015 Annual Report
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WEB
42k 4k +75% +30% +20% Unique Users + 46%
Monthly visits + 62%
42.2k new users
6.4k returning users
81k pageviews
TOP 10 VIEWED
Jasper County, TX – 94.7k views Pittsburgh, TX – 86.6 views Wood County, TX – 78.9k views Crockett, TX – 78.3k views Mineola, TX – 62.7k views Caddo Mounds – 55.4k views Longview, TX – 48.8k views Palestine, TX – 39.3k views Caddo Lake – 28.3k views Huntsville, TX – 28.1k views
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Zydeco Two - By Lacie Grant - Contest Entry 2013- - Jefferson County
SOCIAL
$744K 287k 23k
*media value for Partners
*User generated content
fANS: 15k Facebook, 4k Twitter 4k Instagram, 514 Tumblr
+472%
online promotions social media
The Forest Trail currently uses 7 social media platforms to drive state & national attention to historic sites, preservation initiatives and regional attractions across East Texas. We develop and share engaging content (video and photography) focused on East Texas culture, history and experiences, as well as content that features timely events, festivals, music, attractions, our Partners and more. On average, our content reaches over 40,600 people a week and engages nearly 14,000 active fans.
Stop by and see us! • • • • • • •
facebook.com/texasforesttrail flickr.com/groups/txforesttrail youtube.com/EastTexasForestTrail pinterest.com/txforesttrail instagram.com/etxtraveler twitter.com/etxtraveler tumblr.com/etxtraveler
Avg post engagement: 343 users 14k engaged users weekly
+206% +118% +73% 243k Unique consumers
5.9 M user impressions
8 M potential reach
website
Our online promotions inspire travel planning and participation among consumers, directly impacting the East Texas economy and our tourism Partners. Texasforesttrail.com serves, on average, 4,052 monthly web & mobile visitors with up-to-date information about our region. Our calendar and community & site information showcase East Texas events and out-ofthe-ordinary historic treasures.
Texas Forest Trail Region 2015 Annual Report
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our finances $153,087 ASSETS $123,958 $1,785 $27,344
BANKING AT BEGINNING OF PERIOD FIXED ASSETS OTHER CURRENT ASSETS
$117,915 INCOME GRANT FUNDS 75,000 $ $4,035
TRANSPORTATION ENHANCEMENT FUNDS FRIENDS OF THE TEXAS HISTORICAL COMMISSION
PROJECT FUNDS $33,179 $23,375 $2,941
PARTNER CONTRIBUTIONS CO-OP ADVERTISING & PROMOTIONS WORKSHOPS & EDUCATIONAL SERVICES
$89,005 EXPENSES $54,776 $9,760 $8,711 $6,511 $4,770 $2,498 $1,979
SALARIES, BENEFITS & PAYROLL TRAVEL, WORKSHOPS & TRAINING TOOLS ADVERTISING & PROMOTIONS ACCOUNTING & CONTRACTED SERVICES BANKING, INSURANCE, PHONE, EQUIPMENT ADVOCACY, INVESTMENTS & SUSTAINABILITY POSTAGE, PRINTING, AND SUPPLIES
$49,532 NET INCOME
(INCOME - EXPENSES)
$181,987 NET BALANCE
(INCOME + ASSETS - EXPENSES)
$74,571 IN-KIND GIFTS 26 By Madison Draehn - Photo Contest Entry 2014 - - Smith County
project income
+18% workshops & education
+39% co-op Advertising
+42% partner contributions
our activities
SEPT 14 -------------------------------------------------------------
20
communities visited
13+ community presentations
3 4 3, 5, 11,15 7,11,18 15 17,20 28 28,29,30
Participant, Heritage Trails LLC, e-Commerce -- Conference Call Organizer/Presenter: FY15 Board Panning Meeting -- Nacogdoches Participant, Heritage Trails State Fair Planning -- Online & Phone Partner Services Provider, Caddo Mounds -- Online & Phone Partner Phone Consultation, Social Media -- Tyler Participant, Heritage Trails State Fair Planning -- Online & Phone Participant, Heritage Trails LLC -- Galveston Participant, TTIA Travel Summit -- Galveston
OCT 14 -------------------------------------------------------------- 1-31 1 3 7 14 22 25 29
Promoter/Organizer, State Fair Promotional Material Community Visit /Photo Blogger -- Livingston Partner Consultation, Caddo Mounds -- Alto Community Visit / Partner Consultation/ Presenter -- Gladewater Community Visit/ Photo Blogger -- Palestine Participant, THC Economic Impact Survey -- Teleconference Site Visit /Trail Representative, Camino Real Festival -- Caddo Mounds, Alto Participant, Budget Workshop -- Teleconference
NOV 14 --------------------------------------------------------------
4 7 11-13 14 17
Community Visit/Photo Blogger - - Caddo Lake & Jefferson Organizer/Presenter: TFTR 1st Quarter Board Meeting -- Nacogdoches Participant, Statewide & Heritage Trails LLC Meetings -- Round Rock Speaker, DIY Design Presentation -- Round Rock Speaker, Forest Region Presentation -- SFASU, Nacogdoches
DEC 14 --------------------------------------------------------------
JAN 15 --------------------------------------------------------------
FEB 15 --------------------------------------------------------------
4 2 10 9
Participant, Livability Research Study -- SFASU, Nacogdoches Participant, Super Social Media Workshop -- web Speaker, Toolkit -- Mount Pleasant Community Visit/ Photo blogger -- New London & Kilgore
19 20 20 30
Partner Consultation, Caddo Mounds -- Nacogdoches Partner Consultation, SFASU Hospitality Administration -- SFASU Partner Consultation, Longview -- Phone Organizer/Presenter: TFTR 2nd Quarter Board Meeting -- Nacogdoches
2,18, 27 12 19, 24 24
Organizer/Facilitator, Regional Summit Planning Meeting -- Nacogdoches Speaker, Main Street: Instagram Workshop -- Nacogdoches Organizer/Facilitator, Regional Summit Planning Meeting -- Online & Phone Partner Consultation, Conroe Social Media – Phone & Online
MAR 15 --------------------------------------------------------------
2 2 3 19 20 20 24 24
Community Visit/ Presenter, Social Media Workshop -- Atlanta Community & Partner Visit, Starr Family Home --Marshall Community Visit/ Presenter, Texas Friendly Toolkit -- Jacksonville Participant, Bankhead Highway THC Meeting -- Mount Vernon Presenter, Rotary Forest Trail Presentation -- Mount Vernon Participant, Heritage Trails Legislative Advocacy -- Teleconference Participant, Statewide Heritage Trails Meeting -- Teleconference Participant, Heritage Trails Director Meeting -- Teleconference
APR 15 -------------------------------------------------------------1,9,13,27 13 20,22,27 27 28 28,29
Participant, TTIA Legislative Advocacy -- Teleconference Participant, Heritage Trails Director Meeting -- Teleconference Speaker / Facilitator, SFASU Student Research Presentation Participant, TTIA Legislative Advocacy -- Teleconference Organizer/Presenter: TFTR 3rd Quarter Board Meeting -- Nacogdoches Organizer/ Speaker, Forest Trail Summit -- Nacogdoches
MAY 15 --------------------------------------------------------------
4 4,5,6,7,8 14 8, 11 11,13,19,21 22,27,29
1,10,19 2-4 15-17 19,25:
Speaker/Facilitator, SFASU Student Research Presentation Participant, Heritage Trails Legislative Advocacy -- Teleconference Partner Consultation, Port Arthur Social Media Intensive –Online & Phone Participant, TTIA Legislative Advocacy -- Teleconference Participant, Heritage Trails Legislative Advocacy -- Teleconference Participant, Heritage Trails Legislative Advocacy -- Teleconference
JUN15 -------------------------------------------------------------
Participant, Heritage Trails Director Meeting -- Teleconference Participant, Statewide & Heritage Trails LLC Meetings -- Round Rock Participant, THC Heritage Tourism Collateral Development -- Phone & Online Partner Consultation, Athens -- Phone & Online
JUL 15 -------------------------------------------------------------9-10 10 29 8,13 31
Organizer/Speaker, Board Member Retreat & Planning Mtg -- Conroe Organizer/Presenter: TFTR 4th Quarter Board Meeting -- Nacogdoches Social Media Intensive -- Port Arthur (ph/web) Participant, Heritage Trails Director Meeting -- Teleconference Services Provided, Website redesign -- texasheritageregions.com
AUG 15 --------------------------------------------------------------
3 3 5, 17, 24 5,6,17,24,31 15 27
Participant/Organizer, State Fair Promotional Material -- Online Partner Consultation, Port Arthur Social Media Intensive -- Online & Phone Participant, Heritage Trails Director Meeting -- Teleconference Participant, ED Sustainability Planning -- Teleconference Community Visit/ Photo blogger -- Crockett Presenter, Braly’s Texas Treasures Award -- Palestine
Texas Forest Trail Region 2015 Annual Report
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C L p kL Y
TEXAS FOREST TRAIL REGION 28
202 East Pilar Street · Nacogdoches, Texas 75961 info @ texasforesttrail.com 936-560-3699 www.texasforesttrail.com