39 Historic Preservation Plan Invest in Downtown Marketing and Management Building on success, a more aggressive downtown management and marketing program seems in order. Some of the more successful Main Street programs have a well-researched market strategy and pro-actively seek businesses that would complement the mix of downtown offerings. Some even have a fund that can ‘hold’ prime locations—paying the owner for the several months it might take to find the right tenant. Downtown Franklin provides important services. With additional resources, including public support, the Main Street marketing and management activities could be brought into scale with the need. Goal 6: Promote Heritage Tourism Heritage tourism is travel experiences that build on the arts, history and special character of a place. It differs from other types of tourism in that it has higher appeal for discerning visitors, those who appreciate and understand history and who seek authenticity. Heritage tourism offers genuine opportunities for both the cultural and tourism industries to work together and, over time, to build business, stimulate economic growth, showcase resources and encourage international and domestic visitors to explore America by experiencing the richness of its culture. Franklin has the right mix of assets that makes it an ideal experience for heritage tourists. Economic impact studies show that the typical heritage tourist shops more, spends more, stays in hotels more often, travels longer and visits more destinations than typical travelers. They are often referred to as “high yield” tourists; fewer tourists spending more money, and, therefore, resulting in less impact on the local community but a high economic return. Communities that have preserved their historic buildings and rural landscapes, tell compelling stories about their history and culture, and provide opportunities for “outsiders” to experience the uniqueness of a region are more successful at attracting heritage tourists, often for repeat visits. Heritage tourism is important for the local economy. The money spent on heritage tourism translates directly into revenue for localities in the form of sales and hotel taxes, as well as jobs and wages. Create the Franklin Heritage Trail There are several historic sites scattered throughout Franklin that would enjoy greater visitation and visibility if marketed as part of a larger experience. Franklin is already a part of two other larger trail systems; the Antebellum Trail and Tennessee’s Civil War Heritage Trail. However, both of these focus only on Franklin’s Civil War history. The Heritage Foundation’s downtown walking tour highlighting the historic homes near Main Street could be refreshed and made part of an expanded self-guided heritage tourism experience. The system should include development of an interpretive information system – with informative and welldesigned kiosks and interpretive panels in historic neighborhoods, near ‘landmark’ buildings, and where important events took place. Strategies to Promote Heritage Tourism Create the Franklin Heritage Trail Enhance the Visitor Center Market the Heritage Tourism Experience
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