Division of Tourism, Film and Sports Development

New Harmonies: Celebrating American Roots Music

May 2009

2008 ECONOMIC
IMPACT

Generates more than $16.8

billion in annual revenue
Produces more than $1.38
billion in state and local
taxes
Employs more than 190,500
North Carolinians

The mission of the

Tourism Development
Program is to support
sustainable efforts to
protect, preserve and
promote the states
natural, historic and
cultural resources.

Development Officers serve as liaisons with local communities

to develop tourism across the state.

Authenticity
Travelers are looking for the
real experiences.
Sincerity is crucial.
With social networks, blogs ,
texting and other means of
new word-of-mouth
communication tools, a bad
experience leads to a nearinstant death

Heritage and Cultural Tourism

Themes

Highway Corridors

Work with NCDOT program to promote Scenic Byways

Work with NCDOT on promoting historic markers across the state (History on
a Stick)

Highways 17, 158, 95, 85, 70, 26, 77, 40, 64, etc.

African-American History

Underground Railroad

Rosenwald Schools

Civil Rights

Historically Black Colleges & Universities

Native American History

Cherokee Trail of Tears
Meaning behind Native American
county names (Pasquotank,
Perquimans, Chowan, Catawba,
Cherokee, Alleghany)

Pre-Colonial/Colonial
First settlers (Lost Colony)
Colonial
capitals/governments

Civil War and Other Military

Revolutionary War
World War II
Military Branches (Army,
Marines, Air Force, Coast Guard)
Motorsports/Sports
NASCAR (Statewide
Moonshine Trail)
Dirt Tracks
Drag Strips

Waterways
Paddle Trails
Fishing
Boating
Lighthouses
Industrial
Textile Industry (Norma
Rae)
Boat-building
Bio-technology
(Research Triangle Park)

Aviation

Buckhorn Baptist Church, Hertford County

Religion
Statewide Historic
Church Trail

Wright Brothers
Blimps
Military Aviation

Agriculture/Winemaking/Distilled
Spirits
Sir Walter Raleigh
Growth of vineyards and wineries

Arts & Culture

Work with NC Cultural
Resources
Local music
Local artisans

Ghost
Lore
Ghost stories
and events
Food

Seafood

BBQ

Eateries/Restaurants

Culinary excursions along corridors

Ghost Walk in
New Bern
Environmental

New heritage environmentally sustainable initiatives

Melding the past with the future

Cultural Economic Impact

North Carolinas Creative Economy is responsible for providing
159,000 jobs statewide and $3.9 billion in payroll, according to the
NC Dept. of Cultural Resources
The economic impact from the arts and cultural industry is
estimated to be $743 million, according to the NC Dept. of Cultural
Resources

Heritage Economic Impact

Rural sightseeing
14.0%
Beach
13.0%
State/National Park
8.7%
Urban sightseeing
6.9%
Historic sites/churches 6.5%
Museums
5.0%
Wildlife viewing
5.0%
Fishing
4.7%
Old homes/mansions
3.9%
Special events/festivals 3.9%
Hiking/backpacking
3.5%
Gardens
3.2%
Nature travel/ecotouring 2.7%
Total:

81%

Cultural Economic Impact

Fine dining
13.0%
Museums
5.0%
Gardens
3.2%
Art galleries 2.5%
Wineries
2.5%
Total:

26.5%

Site Schedule 2010

Mount Airy Museum of Regional History (March-April)

Warren County Memorial Library in Warrenton (MayJune)

The Museum of the Albemarle in Elizabeth City (JuneJuly)

The Arts Council of Wayne County in Goldsboro (AugustSeptember)

Mars Hill College Museum of Rural Life (SeptemberNovember)

The Don Gibson Theater in Shelby (November-January)

MoMS Featured Music

Appalachian
Bluegrass
Blues
Cajun
Country

Gospel
Polka
Sacred
Sixties
Spiritual

MoMS Examples of
Artifacts
LP Covers
Harmonicas
Rub Board

Hymnals
Spoons
Accordion

Panel replicas of art, photos, sheet music

Assorted ephemera: pamphlets, posters
Assorted flutes, rattles, and drums
Assorted string instruments: mandolin, fiddle,
dulcimer, guitar, banjo

CROSS PROMOTIONAL
OPPORTUNITIES

Heritage and Cultural Tourism Themes

Blue Ridge Parkway 75th
New Bern 300th
Civil War 150th
Involve local communities by tapping into local product
Local websites
Local media
Local visitors bureaus

LOCAL COUNTY
CONTACTS
Mt. Airy: Jessica Icenhour
Greater Mt. Airy Chamber of Commerce
Elizabeth City: Charlotte Underwood
Elizabeth City Area Convention & Visitors Bureau
Warrenton:Toni Haavisto
Warren County Chamber of Commerce
Goldsboro: Betsy Roseman
Goldsboro-Wayne County Tourism
Mars Hill: Lila Nikila
Madison County Tourism Development Officer
Shelby: Jackie Sibley
Cleveland County Chamber of Commerce

Utilize the resources at the NC Division of

Tourism, Film & Sports Development
9 Welcome Centers
Partnerships and collaborations along
highway corridors with themed
motorcoach itineraries
Themed itineraries for international
travelers
Cooperative marketing and public
relations campaigns with NC Division of
Tourism
VisitNC.com downloadable brochures,
itineraries and journeys

nccommerce.com/tourism