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Heritage Tourism ToolkitThe Thomas Jefferson Venture program, funded through the Regional Competitiveness Act (RCA), started a Heritage Tourism project to use preservation of natural and historic sites for economic development. The first phase identified sites important to the region's heritage and produced maps of potential heritage tours. The Institute for Environmental Negotiation at the University of Virginia facilitated citizen participation in the selection of potential heritage sites and events. In the second phase, the Charlottesville-Albemarle Convention and Visitors Bureau verified information on all of the sites and incorporated the identified sites into the regional heritage tourism map. The map is interactive and available online at www.charlottesvilletourism.org, as well as at many tourist information areas. It includes the location and description of each site, as well as hours of operation and contact information. It will be updated periodically to add or remove sites and change information.
The final phase of the Heritage Tourism project was development of a Toolkit to help preserve and protect the listed properties. As the number of visitors increases as a result of promotion, owners and operators will need to focus additional attention on maintenance and preservation.. The Toolkit presents legal tools for protecting buildings and landscapes, physical tools for rehabilitating and restoring sites, and management tools for operating these places as a tourist destination. It serves as a guide for owners and operators of heritage sites who want to open their site to the pubic, and for localities planning to create a heritage tourism program.
Getting StartedOverviewHeritage tourism is among the fastest growing segments in the tourism industry. Today's travelers seek fulfilling destinations that provide authentic experiences. This toolkit offers information on preserving our heritage while reaping the economic benefits. It supplies legal, physical, and management tools for preserving, rehabilitating, and operating historic sites. The toolkit is intended primarily for use by individual site owners and localities, but will also be useful to public officials, economic development agencies, and others in the tourism industry. It acts as a starting point, providing a broad introduction to a variety of topics that need to be considered when developing and operating a heritage site. Heritage Tourism DefinedHeritage tourism is travel directed toward interactive experiences and activities concerning locally or regionally significant historic, cultural and natural resources or landscapes that provide educational, aesthetic, and economic benefits. Resources are those sites that are significant to the heritage of a particular locality and may include its unique culture, character, development, lifestyles, architecture, natural features and landscapes, indigenous and emerging communities, and its historic events, places, people, and folklore. A heritage tourism program presents an opportunity to protect and benefit from the region's resources for educational advancement and economic development. Regional CharacterCentral Virginia is rich with history and culture. From Monticello to the Blue Ridge Mountains, the region offers tourists places of national significance and natural beauty. It contains a variety of unique resources, such as courthouses, mills, churches, rivers and rolling hills. These regions work together to reveal the history of Central Virginia, and heritage tourism provides an opportunity to experience that history. EconomicsTourism is the third largest sector of spending and employment in Virginia. In 2000, estimated traveler spending in Central Virginia was $2,294,419,000, 17.5% of the state's total traveler spending. Visitors paid ten million dollars in local taxes, and $2.5 million each in lodging and food tax. By a large margin, first-time visitors to Virginia come to see the historic buildings, museums, battlefields, and cultural landscapes. Among repeat visitors, Virginia's historic sites still rank as the top attractions. Heritage tourists seek experiences that broaden and deepen understanding of diverse historical backgrounds. For example, 37% of golf vacationers also visited historic buildings during their stay in Virginia. On average, heritage visitors stay twice as many nights and spend two-and-a-half times more money than do other tourists. Through heritage tourism, Central Virginia can increase the number of tourism dollars by encouraging tourists to visit local attractions during their trip to the area. PublicationsThe enclosed booklets provide information on starting a heritage program, past heritage tourism efforts, and the relationship between historic preservation, tourism, and economic development in Virginia. Getting Started in Heritage Area DevelopmentBooklet by the National Trust for Historic Preservation. Covers the topics of organization, public relations, or interpretative planning Order Online. Tourism Handbook: Putting Virginia's History to WorkBooklet by the Virginia Tourism Council and the Virginia Department of Historic Resources. Explains the benefits of heritage tourism, forming partnerships, and evaluating results. View Online. Virginia's Economy and Historic PreservationBooklet by the Preservation Alliance of Virginia. Statistics on the economic benefits of historic preservation. Agency Contacts
National Trust for Historic Preservation
Virginia Department of Historic Resources
Virginia Tourism Corporation
Association for Preservation of Virginia Antiquities
Legal ToolsIdentification and ProtectionOverviewBecoming a heritage tourism site involves a preservation process of identification, designation, and protection. After determining whether the site is a legitimate historic or cultural resource, a variety of legal tools are available to help with designation and protection. Some tools provide only recognition, while others provide regulation. A variety of laws exist at the federal, state, and local level that encourage preservation in some cases, and require preservation in others. RecognitionFederal and state registers formally recognize and bring public attention to significant historic and cultural resources. Recognition is primarily an honorary designation. Listing on the registers or a determination of eligibility of these properties. To be listed on the national and state historic registers, a property must go through an evaluation/nomination process and meet certain statutory criteria. Designations include:
Information and answers to frequently asked questions about Virginia's designation evaluation and nomination process is available here. Some local historic preservation ordinances may also create a separate list of important local resources or landmarks. Depending on the provisions adopted, local ordinances can affect a property owner's ability to change the site in ways that might harm the historic character of the property. RegulationHistoric resources can be protected from both public and private actions on all levels of government. The nature of the restrictions and degree of regulation vary depending on the agencies involved and the type of property. Historic resource laws governing public actions do not always require physical preservation, but those governing private actions generally seek to protect the historic resource from demolition or significant exterior alterations. Regulatory tools available include legislation, easements, zoning, and architectural review. The National Historic Preservation Act of 1966 is the key federal law that establishes procedural protection of historic and cultural resources at the federal level and indirectly, at the state and local level. Environmental and transportation laws also protect historic sites unless there is no feasible or prudent alternative. Permanent protection occurs through an easement (giving up the development rights) or donation to a preservation organization. If created by local government, zoning and architectural review boards protect the character of the site and its surroundings, and often limit the actions of the property owner. PublicationsThe enclosed materials offer a detailed explanation on the legal tools available for historic preservation and cultural conservation. A Layperson's Guide to Historic Preservation LawBooklet by the National Trust for Historic Preservation. Explains laws and legal principles that protect historic resources at all government levels. Order Online. Virginia Historic Preservation BasicsBooklet by the Preservation Alliance of Virginia. Offers key players, strategies, tools, and incentives for historic preservation. Protecting Your Land with a Conservation EasementBrochure by the Piedmont Environmental Council. Provides basic information on protecting natural landscapes and donating conservation easements. Agency Contacts
National Trust for Historic Preservation
Piedmont Environmental Council
National Register of Historic Places
Association for Preservation of Virginia Antiquities
Physical ToolsBuildings and LandscapesOverviewPhysical tools address the material condition of the buildings and landscapes associated with the heritage site. A heritage tourism destination may need to be rehabilitated to preserve the historical character and to meet appropriate building codes and occupancy requirements. The site should be accessible and considerate of the health and safety of the visitors. Peripheral amenities and property maintenance requirements are often addressed in the local zoning ordinance. But, depending of the desires of the owner and scale of the heritage site, other additions can enhance the tourist experience. RehabilitationThe Secretary of the Interior maintains a series of requirements for the preservation, rehabilitation, restoration, and reconstruction of historic sites. The Standards are neither technical nor prescriptive, but are intended to promote responsible preservation practices and consistency in work. The Technical Preservation Services division of the National Park Service presents recommended methods and approaches to repair. Detailed and helpful, the briefs are available online Proper rehabilitation will meet health and safety requirements. Federal regulations have been developed which provide guidance on how to accomplish access to historic areas for people with disabilities. Securing required building permits and occupancy licenses is best accomplished early in the project planning process. Peripheral AmenitiesPeripheral amenities are additions that make the site a pleasant visiting experience. These include parking, restrooms, gift shops, or concessions. Since opening the site to the public changes the usage to commercial, the provision of amenities is determined by the local zoning ordinance. While a certain amount of parking is usually required, restrooms, gift shop, and concessions are generally optional. The type and extent of peripheral amenities depend on owner desires and expected number of visitors. In siting and designing the auxiliary buildings, there must be respect for the character of the place. Property MaintenanceA comprehensive property maintenance plan is necessary to manage, maintain, and protect the integrity of the site. Some local zoning ordinances mandate a certain amount of property maintenance. Property maintenance includes, but is not limited to, grounds maintenance, disposal of trash and debris, proper maintenance of structures, driveways, and walkways to ensure aesthetic appeal. Historic buildings are also vulnerable to moisture damage and pests. An established routine and maintenance schedule will prevent erosion and deterioration of the site. PublicationsThe enclosed standards and technical briefs are specific to rehabilitation and maintenance. Other useful materials would include the local zoning ordinance. Secretary of Interior's StandardsRegulations by Department of the Interior. Promote responsible preservation practices. View Online. Preservation Brief 32: Making Historic Properties AccessibleBrief produced by Technical Preservation Services of the National Park Service. Provides guidance on making historic properties accessible while preserving their historic character. View Online. Preservation Brief 35: Understanding Old BuildingsBrief produced by Technical Preservation Services of the National Park Service. Addresses the complex architectural investigative process in broad, easy-to-understand terminology. View Online. Preservation Brief 36: Protecting Cultural LandscapesBrief produced by Technical Preservation Services of the National Park Service. Supplies step-by- step process for preserving historic designed and vernacular landscapes. View Online. Agency ContactsLocal Zoning Ordinance/Building Official
Heritage Preservation Services
Virginia Historical Society
Virginia Foundation for the Humanities and Public Policy
Management ToolsFinance and OperationsOverviewProper management is essential for successful operation of a heritage site. Financial incentives are available to help with the cost of rehabilitating the structure for public use. Once the building is available for tourists, the continued success of the site depends on promotion, interpretative programming of the historical importance, and operation considerations. Financial IncentivesTax credits are available to individuals who rehabilitate historic structures for commercial use. Given by the federal and some state governments, they directly reduce the amount of income tax owed for a given year or series of years. For tax credits, the rehabilitation must be substantial and involve a depreciable building. The federal tax credit only applies to income-producing rehabilitations, while the Virginia tax credit applies to income-producing and owner-occupied residences. Grants are available to non-profit organizations and local governments. Sites can become eligible for grants by incorporating as a 501(c)3 or by partnering with a certified local government. More information is available at the following: National Park Service Incentives Department of Historic Resources Incentives and Grants. PromotionPromotion is a key element to attracting visitors and generating revenue. Brochures and visual advertising are often used to market a site, but can become out-of-date and expensive. A website is a relatively cheap and effective form of promoting a place. It is easily updated and allows the visitor to interact with the site before visiting. Also, listing on a regional map and being linked with neighboring sites provides a great outlet for drawing in tourists. Currently in Central Virginia, the Charlottesville-Albemarle Convention and Visitors Bureau is creating an online, interactive map of regional heritage sites. Interpretative ProgrammingCommunicating the essential meaning of the site and of the people associated with it is an integral part of managing a site as a heritage tourism destination. Interpretative programming is the translation of the importance and history of the site into a common language, with no loss in accuracy in order to create awareness, understanding and appreciation. Interpretation can be presented by staff, such as talks/tours, reenactments, or special events, or it can be a self-service system of publications, signage, audio-tours, or exhibits. Business OperationSuccessful operation of a heritage site begins with a realistic business plan. The first step is to estimate the volume of tourists to determine the staff needs and to project income from admission fees, sales, and concessions. Hours and seasons of operations depend on the scale of the historic site and the desired amount of business. The peak tourist season is usually in the summer months of June through August, with another increase in October. Finally, the property owner needs to consider security and insurance options. PublicationsThe enclosed guides supply information about different financial incentives, regional promotional opportunities, and developing an appropriate interpretative programming plan. A Guide to Tax-Advantaged RehabilitationBooklet by the National Trust for Historic Preservation. Discusses the process of federal historic rehabilitation tax credits. Order Online. Guide to Charlottesville-Albemarle County Convention and Visitors Bureau Heritage Tourism MapCreated by the TJPDC. Presents background of site selection, map updating, and gatekeeper contacts. Chart of Tourist ActivityChart by CACVB. Reflects tourist activity by showing the percentage of total occupied hotel rooms each month in the region. Telling the Stories: Planning Effective Interpretation ProgramsBulletin by the National Park Service. For individuals and organizations to develop effective programs to convey the meaning of historic sites. View Online. Agency Contacts
National Trust for Historic Preservation
Charlottesville-Albemarle Convention and Visitors Bureau
National Register of Historic Places
Virginia Association of Museums
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