When Tennessee’s mountainous counties of
McMinn, Monroe, and Polk were selected to
participate in the National Trust for
Historic Preservation’s Heritage Tourism
Initiative (HTI) in 1990, regional leaders and
activists were excited about the possibility
of developing the region economically, but
there were challenges that loomed as large
as the mountains that cradled these rural
communities.
In 1990, in this area called the Tennessee Overhill—so
named for the 18th-century Cherokee towns located over the mountains
from the Carolina colonies—there was a distinct air of
provincialism, a keep-to-ourselves mentality in which one jurisdiction
lacked trust in another. And there was a pervasive lack of respect
for tourism as an economic development tool. No one really understood
what heritage or cultural tourism meant. They couldn’t
make the connection between their dilapidated industrial heritage
structures and typically revered historic homes and monuments.
Nor did they consider that there might be a connection between
seemingly distinct types of tourists: recreational versus heritage.
The few museums and historic sites that did exist as destinations
were poorly marketed. What most of the communities saw when they
looked at themselves were economically distressed company towns
or
agricultural has-beens with little to offer in the way of economic
development—much less heritage tourism.
Yet obvious assets were hidden in plain view. There all along,
were the remnants of industrial revolution and
evolution, from the Cherokee fur-trading days to the coming of
gold and copper miners. From the advancement
of technology that came in the guise of smoke-spewing iron behemoths
on tracks, to the great factories that
produced iron products and textiles. From loggers who felled
vast acres of trees to the engineers who dammed
rivers to harness hydroelectric power. Having escaped the urban
renewal craze of the 1960s, thanks again to the
rugged terrain, the Overhill ran thick with historic, yet abandoned,
Victorian storefronts, old factories, mines,
and worker villages. All of these traces of human life in Southern
Appalachia were there, dusted over with years
of neglect and disuse, but there, ready for rediscovery and reuse.
“Traditionally, tourism and development in the Tennessee
Overhill had focused on the natural environment versus the cultural
and built environment. But all of these things can contribute
to economic improvement and an enhanced visitor experience. That’s
what we set out to help them discover,” explains Cheryl
Hargrove, former HTI director.
What wasn’t in ready supply was a plan of cooperation
to shake off the decades of
indifference. But one was in the offing and it helped turn this
region around a corner
into modern heritage tourism where economic recovery and sustainability
are not only
possible but doable.
“Many small communities are
fearful of being overshadowed by larger towns...
of losing their identity. Therefore, we structured the advisory
council so that every town and place, no matter how small,
had the same vote and the same power
as the larger towns. Overhill is committed to operating on
a level playing field.” — Linda Caldwell, executive
director, Tennessee Overhill Heritage Association
What Happened Next
It might have been downtrodden, but the Overhill was still home
to all the people whose ancestors had settled the region during
more prosperous times. Some
people showed an interest in saving and acknowledging the past
and had welcomed the Tennessee Humanities Council’s Community
Heritage Project, which had been launched in the mid-1980s to
help the Tennessee communities research
and interpret their local histories. Soon representatives of
local arts councils and community action groups began to think
in terms of museums to interpret the
mill-town legacy in the area. But with no funds, no central organization,
nor any idea about how to proceed, the activists were stymied.
Then came the National Trust’s Heritage Tourism Initiative,
backed by funding from the National Endowment for the Arts (NEA).
Seeking underdeveloped arenas around the nation in which to
test the theory that preserving and marketing heritage sites
as tourism destinations could help replenish weakened economies,
the National Trust partnered with such agencies as the Tenn-essee
Department of Tourist Development. Through them, the National
Trust offered technical and organizational advice to areas like
the Tennessee Overhill.
Representatives from around the region—tourism professionals,
developers, educators, farmers, artists, forest rangers, and
plain townsfolk—formed an advisory council called the Tennessee
Overhill Heritage Association (TOHA). To overcome territorialism
and suspicion among players that one community might benefit
more than another, monthly meetings were held on a rotating basis
in each
town represented.
“By bringing people together on a regular basis over a
meal, trust and respect were built. We are convinced that the
Overhill meeting structure contributed to the solidarity of this
fledgling group,” states TOHA executive director Linda
Caldwell.
Under the direction of the National Trust and the Tennessee
Department of Tourist Development, TOHA systematically
educated the community about heritage tourism—a new concept
in 1990. Overhill created a standing exhibit, brochure, slide
show and speakers bureau as early outreach efforts to overcome
misconceptions about this new idea.
“Through maps and artifacts, our traveling exhibit demonstrated
how the Overhill is
a microcosm of the industrial revolution. If we think of ourselves
as a compact region instead of individual towns and communities,
we can use this heritage to our
benefit,” says Caldwell. The exhibit was
set up in bank lobbies throughout the Overhill. Brochures were
mailed to every elected official in the region, and TOHA members
spoke to approximately 40 civic groups during the three-year
pilot period.
TOHA created a driving-tour brochure
and accompanying book focusing on the Industrial Revolution and
how it affected McMinn, Monroe, and Polk counties. Entitled
From Furs to Factories: Exploring
the Industrial Revolution in the Tennessee Overhill, the project
linked visitors to
existing museums that highlight copper mining, textiles, railroads,
and the Cherokee heritage. TOHA installed interpretive signs
at 12 locations.
Indigenous arts are as important to cultural tourism as political,
social, and industrial histories. With a grant from the Tennessee
Arts Commission and the NEA, TOHA hired a folklorist who, over
three years, identified and located traditional art forms in
the region, then worked with local museums and other venues to
develop exciting ways to interpret these arts and educate the
public.
Although only 7 percent of the current Tennessee Overhill population
includes people of color, the long-reaching influences of Cherokee
and African cultures are significant. To celebrate African-American
culture in the Overhill region, TOHA worked with two black churches
to create a performance of gospel music at the restored Gem Theater
in Etowah. Originally funded by the Cherokee National Forest,
this annual event’s popularity grows each year and
has spurred an offshoot project of photo-documentation at four
other churches in the Overhill.
Farming and attendant communities have always been integral
to this part of the Appalachians, and so TOHA has created
an AgriCulture Trail that directs visitors to places to buy locally
grown products and suggests driving tours to view agricultural
landscapes and successful conservation projects.
TOHA has followed proven guidelines for developing effective
heritage tourism. Over its decade-plus existence it has evolved
and adapted, making it a viable regional player in economic development.
According to Cheryl Hargrove, much of TOHA’s success can
be attributed to Linda Caldwell’s strong, dedicated leadership. “She
is a visionary who, through sheer determination, fashioned a
highly respected, professional organization in an area that many
had deemed a lost cause.”
Making the Most of Opportunities
Collaborate: One
site alone can draw visitors through expensive marketing and
a lot of luck, but groups
of sites
promoting each other can attract droves on a shoestring. In the
brochure for the Furs to Factories heritage trail, the history
of an industry is highlighted and then visitors are directed
to specific sites “for the rest of the story.” Touting
old factories, mills, mines, railroad depots, and natural attractions,
the brochure criss-crosses geopolitical boundaries with only
positive repercussions.
Find
the Fit between the Community and Tourism: At first
blush, the Overhill wasn’t your typical
heritage tourism
destination. But with education and
outreach efforts, TOHA was able to alert the population to the
possibilities of economic gain by sharing the history and lore
of their industry-based hamlets and agricultural lifestyles. “It
was the National Trust that taught us to develop projects and
programs that make the most of our assets. We weren’t expected
to fit into a set mold, but were encouraged to interpret our
industrial heritage and work creatively to make the best of what
we have,” says Caldwell.
Make
Sites and Programs Come Alive: With technical assistance
from the HTI, Tennessee Humanities Council and the Tennessee
Arts Commission, local and regional museums and historic sites
have improved and expanded their interpretative processes. A
new textile museum in Englewood deftly relates
the town’s past as a mill town and includes a play based
on the lives of three textile workers; African-American gospel
choirs enrich performances at
the restored Gem Theater in Etowah; and military reenactments
bring to life the 18th century at reconstructed Fort Loudon.
Focus
on Quality and Authenticity: To maintain authenticity
in its programs, TOHA consults directly with sources. The Cherokee
Heritage Trail, created through a partnership with the Eastern
Band of Cherokee Indians, the North Carolina Arts Council, the
Tennessee Arts Commission, and the Cherokee National Forest,
addresses the issue of presenting authentic Cherokee artists,
history and culture to the public. This has become increasingly
important as non-Cherokees have been presenting themselves as
being of that nation in order to sell their crafts or hire out
as performers.
Preserve
and Protect Resources: Through its complete approach
to heritage tourism in the Overhill, TOHA has shown communities
how to turn themselves around using existing resources. In Englewood,
a community action group joined with TOHA to develop a museum
celebrating the town’s textile heritage. Rehabbing two
abandoned downtown storefronts, the group created the museum.
Next the community action group went to work on two adjacent
storefronts, which they now operate as an antiques mall to
generate funds for the museum and increase visitation to the
town. The group also acquired the home of one
of the first mill owners, which it will restore and use for classes,
public
programs, exhibits, and community meeting space.
Results
Organizationally, TOHA has met and exceeded the goals
it set for itself in 1990. It is a permanent organization that
continues to be governed by broad representation from the three
counties. Demonstrating its stature in the region, many Overhill
members have become regional leaders.
Significant economic gains across the region can be
attributed directly to TOHA. A host of new cabins, lodges, and
retreats have opened in the area, and there are 9 bed-and-breakfast
inns in the Overhill today, compared to one in 1990. Museums
show a steady increase in visitation. Recreational tourism is
feeling the benefits from cultural tourism: Whitewater rafting
companies are expanding to include retail spaces, dining facilities,
mountain bikes, corporate retreat
centers, and other amenities to add value to
their businesses. Packaging heritage and recreational sites and
activities for group visitors has had a positive impact on all
participants.
Successful yet still budget-minded, TOHA constantly
seeks new ways to market effectively at low cost. The organization
hosts familiarization tours for writers, distributes media kits,
and uses the highly cost-effective Internet to market themselves
to a worldwide audience.
All area museums produce and distribute their own marketing
materials and are more savvy about tourism in general.
In anticipation of thousands of visitors to the 1996
Olympic Whitewater Competition on the Ocoee River in the Overhill,
TOHA published a directory of arts and artists, produced an exhibit
and booklet that used roadside signs as the theme for discussing
local culture and land use, and rehabilitated Etowah’s
historic Gem Theater.
TOHA provides technical assistance to constituent communities
in everything from program development and marketing to strategic
planning and museum development. TOHA also generates earned income
by providing technical assistance to nonprofit groups and governments
that are outside the TOHA service area.
There is increased interest in preservation. Etowah’s
Historic Gem Theater is now restored and home to live performances
year round. The L&N Railroad Watchman’s House at Reliance
is restored and welcomes travelers. Recently, citizens banded
together to save Starr Mountain, the visual backdrop for Etowah
and the Conasauga Creek Valley.
When Tennessee’s mountainous counties of
McMinn, Monroe, and Polk were selected to
participate in the National Trust for
Historic Preservation’s Heritage Tourism
Initiative (HTI) in 1990, regional leaders and
activists were excited about the possibility
of developing the region economically, but
there were challenges that loomed as large
as the mountains that cradled these rural
communities. 
Yet obvious assets were hidden in plain view. There all along,
were the remnants of industrial revolution and
evolution, from the Cherokee fur-trading days to the coming of
gold and copper miners. From the advancement
of technology that came in the guise of smoke-spewing iron behemoths
on tracks, to the great factories that
produced iron products and textiles. From loggers who felled
vast acres of trees to the engineers who dammed
rivers to harness hydroelectric power. Having escaped the urban
renewal craze of the 1960s, thanks again to the
rugged terrain, the Overhill ran thick with historic, yet abandoned,
Victorian storefronts, old factories, mines,
and worker villages. All of these traces of human life in Southern
Appalachia were there, dusted over with years
of neglect and disuse, but there, ready for rediscovery and reuse.
“Traditionally, tourism and development in the Tennessee
Overhill had focused on the natural environment versus the cultural
and built environment. But all of these things can contribute
to economic improvement and an enhanced visitor experience. That’s
what we set out to help them discover,” explains Cheryl
Hargrove, former HTI director.
Seeking underdeveloped arenas around the nation in which to
test the theory that preserving and marketing heritage sites
as tourism destinations could help replenish weakened economies,
the National Trust partnered with such agencies as the Tenn-essee
Department of Tourist Development. Through them, the National
Trust offered technical and organizational advice to areas like
the Tennessee Overhill.
Under the direction of the National Trust and the Tennessee
Department of Tourist Development, TOHA systematically
educated the community about heritage tourism—a new concept
in 1990. Overhill created a standing exhibit, brochure, slide
show and speakers bureau as early outreach efforts to overcome
misconceptions about this new idea.
Indigenous arts are as important to cultural tourism as political,
social, and industrial histories. With a grant from the Tennessee
Arts Commission and the NEA, TOHA hired a folklorist who, over
three years, identified and located traditional art forms in
the region, then worked with local museums and other venues to
develop exciting ways to interpret these arts and educate the
public.
Farming and attendant communities have always been integral
to this part of the Appalachians, and so TOHA has created
an AgriCulture Trail that directs visitors to places to buy locally
grown products and suggests driving tours to view agricultural
landscapes and successful conservation projects. 
Collaborate: One
site alone can draw visitors through expensive marketing and
a lot of luck, but groups
of sites
promoting each other can attract droves on a shoestring. In the
brochure for the Furs to Factories heritage trail, the history
of an industry is highlighted and then visitors are directed
to specific sites “for the rest of the story.” Touting
old factories, mills, mines, railroad depots, and natural attractions,
the brochure criss-crosses geopolitical boundaries with only
positive repercussions. 
Find
the Fit between the Community and Tourism: At first
blush, the Overhill wasn’t your typical
heritage tourism
destination. But with education and
outreach efforts, TOHA was able to alert the population to the
possibilities of economic gain by sharing the history and lore
of their industry-based hamlets and agricultural lifestyles. “It
was the National Trust that taught us to develop projects and
programs that make the most of our assets. We weren’t expected
to fit into a set mold, but were encouraged to interpret our
industrial heritage and work creatively to make the best of what
we have,” says Caldwell.
Make
Sites and Programs Come Alive: With technical assistance
from the HTI, Tennessee Humanities Council and the Tennessee
Arts Commission, local and regional museums and historic sites
have improved and expanded their interpretative processes. A
new textile museum in Englewood deftly relates
the town’s past as a mill town and includes a play based
on the lives of three textile workers; African-American gospel
choirs enrich performances at
the restored Gem Theater in Etowah; and military reenactments
bring to life the 18th century at reconstructed Fort Loudon. 
Focus
on Quality and Authenticity: To maintain authenticity
in its programs, TOHA consults directly with sources. The Cherokee
Heritage Trail, created through a partnership with the Eastern
Band of Cherokee Indians, the North Carolina Arts Council, the
Tennessee Arts Commission, and the Cherokee National Forest,
addresses the issue of presenting authentic Cherokee artists,
history and culture to the public. This has become increasingly
important as non-Cherokees have been presenting themselves as
being of that nation in order to sell their crafts or hire out
as performers. 
Preserve
and Protect Resources: Through its complete approach
to heritage tourism in the Overhill, TOHA has shown communities
how to turn themselves around using existing resources. In Englewood,
a community action group joined with TOHA to develop a museum
celebrating the town’s textile heritage. Rehabbing two
abandoned downtown storefronts, the group created the museum.
Next the community action group went to work on two adjacent
storefronts, which they now operate as an antiques mall to
generate funds for the museum and increase visitation to the
town. The group also acquired the home of one
of the first mill owners, which it will restore and use for classes,
public
programs, exhibits, and community meeting space.
Organizationally, TOHA has met and exceeded the goals
it set for itself in 1990. It is a permanent organization that
continues to be governed by broad representation from the three
counties. Demonstrating its stature in the region, many Overhill
members have become regional leaders.
In anticipation of thousands of visitors to the 1996
Olympic Whitewater Competition on the Ocoee River in the Overhill,
TOHA published a directory of arts and artists, produced an exhibit
and booklet that used roadside signs as the theme for discussing
local culture and land use, and rehabilitated Etowah’s
historic Gem Theater.
