On Wednesday, February 19, the National Scenic Byways Foundation, in conjunction with Travel Oregon, hosted its first webinar of 2020, entitled RV Readiness for Your Byway. The training was aimed at Byway leaders to help them provide RV travelers with the best possible experience along their routes.
Scenic Byways are roads recognized by the US Department of Transportation as possessing one or more of six "intrinsic qualities" - scenic, historic, cultural, archeological, natural, or recreational traits - that make them exceptional tourist destinations. Across the country, 150 roadways are federally designated National Scenic Byways with hundreds more designated as scenic routes at the state or local level.
The host organization, the National Scenic Byways Foundation (NSBF), is the voice for these routes, promoting awareness of Byways throughout the nation. Among member benefits are webinars, conferences, and Byway leader training like the February event. Sharon Strouse, NSBF Executive Director said, “This was the most well-attended webinar NSBF ever had!”
The main presenter Kevin Broom is Director of Media Relations for the Recreational Vehicle Industry Association (RVIA). For the past 13 years, he’s promoted RV travel as a fun, cost-effective way for families to escape the pressures of everyday life while seeing America and enjoying the outdoors. Joining him was Leslie McLellan, a tourism professional with three decades of marketing experience, who’s been an RVer since 1998. She’s part of the team at Tourism Currents, which offers digital and social media marketing training to the tourism industry.
The webinar began with a discussion about trends and opportunities in RV travel. “RVing is big business in the United States,” Broom began, adding, “The RV industry's overall economic impact on the U.S. economy is $114 billion, which includes RV campgrounds and related travel, plus RV manufacturers, suppliers, sales, and service.” Mr. Broom also cited a 2017 economic impact study that specifically identified the outdoor recreation industry contributing 2.2% to the U.S. GDP.
Example of a Scenic Byway marker on highway [Photo/Wikimedia Commons]
Next was a snapshot of today’s RV industry. “RVs are at an all-time high level of ownership, sales, and production. More than 10-million families (representing a total of 40-million travelers) go RV camping each year,” he said. Today’s RVers are also a more varied demographic than you might expect. “The average RVer is getting younger and more diverse. The fastest-growing group is millennials,” he noted.
Scenic Byways make for perfect destinations, given the new RVing demographic. Today’s RVers want to take more mini-vacations and want to take more trips to get away from the grind of modern life. “Your distinctive, eye-pleasing Scenic Byway, full of dramatic views, with places to stop and explore, is a perfect fit for such travelers,” he urged.
Byways are places where RVers would like to go and are going, Broom told The Buzz. The same six intrinsic qualities that define a Byway make them attractive as RV destinations. Contemporary RVers certainly want to explore natural sites like state and national parks; yet, 66% of RVers also want to visit historic sites; and another 49% want to experience the local culture. Food is big with younger RVers - they like authentic local dining, wineries, and such; but, “things like farmers markets are important for when they want to cook in,” Broom mentioned.
To help make Byways RV ready, Broom suggested addressing three things. First, install “RV-friendly” signs like those being developed by the Federal Highway Administration. Next, work to eliminate low overhangs. Broom suggests heights of 14-feet or higher whenever possible. But, if there’s an unmovable low overhang, Byway officials should strive to provide an alternative route around and back onto the Byway. A related issue is parking for RVs at stops along a Byway. “Parking spaces should be 12-feet wide and 65-feet long with a swing radius of 50-feet going into the parking space,” he specified. The final suggestion was for towns and local businesses, where there just isn’t adequate RV parking, to consider providing public transportation to their location from where RVers can park. Ms. McLellen noted that casinos are very good at doing that.
The presenters then figuratively left the asphalt for the digital road, discussing the importance of online visibility. “If you have a site along a Byway, be sure to set up a website and get it listed on Google,” Broom said. Ms. McLellan added, “Have plenty of good clear pictures and make sure that it’s mobile-friendly since that’s what millennials are using.”
Ms. McLellen also acknowledged the importance of having a calendar of events that has activities and attractions listed. She stressed the need for sample trips and itineraries, saying “It's really important that you think about stops along the Byway to keep visitors on the route or in the general area by giving them itineraries of what to do.”
The NSBF clearly understands that Scenic Byways are important to today’s travelers; Mr. Broom confirmed the RV industry shares a similar commitment: “The RV industry recognizes the importance of Scenic byways and destinations,” he said, adding, “We know that Byways generate tens of millions in local spending.” In fact, RVIA supported the passage of Reviving of America's Scenic Byways Act of 2019 which became law last year.
For a list of federally-designated Scenic Byways, click here.