TECHNICAL REPORT UCED 2004/05-09

LINCOLN COUNTY

STRATEGIC TOURISM PLAN

UNIVERSITY OF NEVADA, RENO

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LINCOLN COUNTY

STRATEGIC TOURISM PLAN

Study Conducted by:

Thomas R. Harris

Michael Havercamp

George “Buddy” Borden

Joan Wright

Thomas R. Harris is a Professor and University of Nevada Cooperative Extension State Specialist in the Department of Resource Economics and Director of the University Center for Economic Development at the University of Nevada, Reno. Michael Havercamp is an Associate Professor and University of Nevada Cooperative Extension State Specialist in the Department of Human Development and Family Studies at the University of Nevada, Reno. George “Buddy” Borden is an Area Extension Specialist in Community and Economic Development, University of Nevada Cooperative Extension Office, Clark County, University of Nevada, Reno. Joan Wright is a Graduate Research Assistant in the University Center for Economic Development, College of Agriculture, Biotechnology, and Natural Resources at the University of Nevada, Reno.

June 2004

UNIVERSITY OF NEVADA

RENO

The University of Nevada, Reno is an Equal Opportunity/Affirmative Action employer and does not discriminate on the basis of race color religion sex age creed national origin veteran status physical or mental disability and in accordance with university policy sexual orientation in any program or activity it operates. The University of Nevada employs only United States citizens and aliens lawfully authorized to work in the United States.

This publication, Lincoln County Strategic Tourism Plan was published by the University of Nevada Economic Development Center. Funds for the publication were provided by the United States Department of Commerce Economic Development Administration under University Centers Program contract #07-66-05359. Also funds for research for this project were provided by the U.S. Forest Service and Lincoln County Commissioners. This publication's statements, findings, conclusions, recommendations, and/or data represent solely the findings and views of the authors and do not necessarily represent the views of the United States Department of Commerce, the Economic Development Administration, U.S. Forest Service, Lincoln County Commissioners, University of Nevada, or any reference sources used or quoted by this study. Reference to research projects, programs, books, magazines, or newspaper articles does not imply an endorsement or recommendation by the authors unless otherwise stated. Correspondence regarding this document should be sent to:

Thomas R. Harris, Director University Center for Economic Development

University of Nevada, Reno Department of Agricultural Economics

Mail Stop 204 Reno, Nevada 89557-0105

UCED University of Nevada, Reno

Nevada Cooperative Extension Department of Agricultural Economics

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LINCOLN COUNTY STRATEGIC TOURISM PLAN

EXECUTIVE SUMMARY

This study was commissioned by the Lincoln County Commissioners. This study

addresses potential tourism development opportunities in Lincoln County and formulated short-

run and long-run tourism goals for Lincoln County. This project was funded by a U.S. forest

service and Lincoln County Commissioners.

OVERVIEW OF LINCOLN COUNTY

• Tourism is a cluster economic development process requiring numerous interlinked

economic sectors, such as; hotels, motels, restaurants, government parks and lakes, etc.

• In 2004, the Travel and Tourism Sector is projected to generate $5.5 trillion in worldwide

economic activity.

• The U.S. Travel and Tourism is expected to generate approximately $805.4 billion in

federal, state, and local government revenues.

• Population in Lincoln County decreased from 3,983 in 1996 to 3,749 in 2003 or a

population decrease of 5.87 percent in seven years.

• However, the Lincoln County communities of Alamo, Caliente and Panaca realized

population increases of 19.22 percent, 5.62 percent and 35.59 percent, respectively, from

1996 to 2003.

• The community of Pioche and the balance of Lincoln County areas experienced

population decreases of 12.02 percent and 30.85 percent, respectively, from 1996 to

2003.

• Total real taxable sales in Lincoln County increased from $19,158,480 in 1996 to

$34,095,254 in 2003 or approximately 78 percent increase in real taxable sales over a

seven-year period. However, the real taxable sales were quite volatile over the seven-

year period.

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• However, real taxable sales related to the tourist industry declined from $3,031,397 in

1996 to $1,928,168 in 2003.

• Per capita income in Lincoln County was $20,032 in 2001, which was approximately 34

percent less than both state ($30,347) and national ($30,527) per capita income figures.

• Approximately 98 percent of Lincoln County landmass is administered by the federal

government with five state parks located in Lincoln County. Because of vast federal

acreage and five state parks, the federal government and state government need to active

partners in any tourism plan for Lincoln County.

ATTRACTION AND FACILITY INVENTORY

• Formulation of a strategic tourism plan for Lincoln County requires an inventory of

attractions and facilities in Lincoln County.

• Lincoln County has numerous cultural and historical attractions, nature-based attractions,

recreation, special events and other attractions. However, many of these attractions are

undeveloped and therefore offer opportunity for tourism and economic development if

these attractions are developed.

• Public facilities such as public water fountains and restrooms are inadequate if expanded

tourism occurs. Also, signage is a problem along highways and recreation sites.

TOURISM MARKETING AND OPPORTUNITIES

• Tourism marketing is very competitive. Tourism is perhaps one of the most

discretionary and voluntary purchases a consumer will make.

• Using one year of lodging data from motels in Pioche and Caliente, zip code data of

tourists were collected.

• Using zip code data and Geographic Information System (GIS) software, prospecting

for tourist to Lincoln County was completed.

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• GIS can be used to segment Lincoln County tourists by drive times.

• From demographic and purchase date by zip code, expenditures by out-of-town

tourists to Lincoln County tend to be above the national average for camping,

photography, and outdoor recreation gear. These tourist fall under the nature-based

tourist who are becoming a larger tourist group nationally.

• Using Lincoln County 2003 lodging tax data, a Nebraska tourism budget, and an

input-output model of Lincoln County, an example analysis of total county economic

impacts from tourism was presented.

• Given $2,060,000 of tourism expenditures in Lincoln County yields a total economic

impact of $2,645,000 in Lincoln County. Total employment and household income

impacts from tourism in Lincoln County was estimated to be 76 employees and

$887,600, respectively.

• For precise estimation of Lincoln County tourism impact a tourism expenditure

questionnaire needs to be developed and implemented.

• Rules of successful tourism as developed by Roger Brooks were enumerated.

COMMUNITY FORUMS

• Two community forums were held in Alamo, Caliente and Pioche.

• Topics covered in these forums covered an enumeration of history in each

community, elicitation of community strengths and participation vision of tourism

development.

• From all communities, railroads, mining and military operations greatly impacted the

economics of these communities.

• For all communities, the smallness of these communities was identified as an asset.

For many metropolitan communities, ruralness and lack of congestion is an asset.

• For the community of Alamo, development of Ash Springs provides an excellent

opportunity to expand and capture expenditures by Las Vegas tourists.

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• For Caliente, the area had several outdoor tourism attractions such as Rainbow

Canyon.

• For the Pioche Area, there were several cultural heritage attractions such as the

Thompson Opera House and the Million Dollar Courthouse.

• In all three communities, participants recognized that tourism would potentially help

stabilize the Lincoln County economy.

• Expanding the Lincoln County tourism base would increase capture of tourism

expenditures.

LOCAL PERCEPTIONS AS TO TOURISM DEVELOPMENT

IN LINCOLN COUNTY

• A random telephone survey of 202 Lincoln County residents was administered in

June 2004.

• Information from the random survey provides a baseline from which to build a broad

network of support for and participation in the tourism assessment task formulation

and implementation process.

• Approximately 65 percent of respondents strongly agreed or agreed that tourism

would provide worthwhile employment opportunities in Lincoln County.

• Approximately 80 percent of Lincoln County residents strongly agreed or agreed that

the positive benefits of tourism in Lincoln County would outweigh the negative

impacts.

• Approximately 88 percent of Lincoln County respondents strongly agreed or agreed

that tourism would help the Lincoln County economy.

• Approximately 97 percent of the respondents strongly agreed or agreed that Lincoln

County residents should be involved in any tourism plan. This was an expressed

objective of this study that resident participation be encouraged. Also, federal

government and state agencies may want to incorporate Lincoln County

representation in any new tourism development in order to encourage viability and

support of a new tourism project.

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• Lincoln County respondents significantly perceived the Tourism/Recreation sector as

the sector having the highest potential for economic growth in Lincoln County.

• Cross tabulation analysis was conducted to determine if any statistical differences in

opinions were evident for East Lincoln County (Caliente, Panaca, and Pioche areas)

and West Lincoln County (Alamo, Hiko, and Rachel areas).

• Cross tabulation results found that West Lincoln County respondents statistically

agreed more with the statement that tourist were crowding local residents out of

recreational areas than East Lincoln County respondents. This response maybe due

to the crowded conditions that often exists at Ash Springs.

TOURISM TASKS FOR LINCOLN COUNTY

• Precisely defined tasks mean defining what Lincoln County really wants out of

tourism.

• Four tasks and numerous sub-tasks were enumerated.

• First task was Promotion and Marketing:

i. Enhancement of railroad history and artifacts

ii. Develop and publish a good tourism interpretative map

iii. Encourage Chamber of Commerce to be open and accessible to tourists

iv. Place to board pets

v. Expand night presentations at Cathedral Gorge

• Second task was Tourism Infrastructure:

i. Retail and antique store for shopping

ii. Expand business hours because tourists need opportunities for late meals and

late shopping

iii. Retail opportunities that are opened

iv. Post business hours at businesses

v. Handicap accessibility problems

vi. Need for elderly transportation

vii. Gas stations opened all night

viii. More and good hotel and motel rooms

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ix. Expand RV spaces

x. More campgrounds

• Third task was Tourism Assets and Entertainment:

i. Movie house needed

ii. Entertainment opportunities such as Thompson Opera House

iii. Evening entertainment

iv. Good dinner house

v. Good place to buy snacks and lunch

vi. Expand special weekend tourism

vii. Schedule hiking tours

• Fourth task was Miscellaneous and Specialized:

i. More family activities

ii. ATV access to communities

iii. Something for kids to do separately from adults

iv. Babysitting services

v. Sporting events

• The primary group to address these tasks is the Lincoln County Chamber of

Commerce.

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CHAPTER 1 – INTRODUCTION

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Introduction

Counties and communities are searching for new and alternative economic development

and diversification strategies to promote local economic activity and stability. One potential

strategy for economic activity and stability is the development and expansion of the local

tourism industry.

As an economic development alternative, tourism falls within the definition of industrial

cluster economic development. Tourism is an industrial cluster because tourism is made up of

numerous interlinked local economic sectors, such as; restaurants, hotels, motels, gas stations,

guided tours, campgrounds, lakes, etc. An inefficient or non-performing economic sector or

inadequate recreational venue will cause this cluster not to attain the optimal impact it could

yield to the Lincoln County economy.

Internationally, the Travel and Tourism Sector is expected to generate more than $5.5

trillion in world wide economic activity and accounted for 10.4 percent of the world economy in

2004 (World Travel and Tourism Council, 2004a). During the last decade, the Travel and

Tourism Sector has emerged as the nation’s second largest service exporter, responsible for $1.2

trillion in tourism and tourist exports. In the United States, the Travel and Tourism Sector in

2004 is expected to be the second largest employer with more than 16.7 million employees,

which will be 11.9 percent of total U.S. employment in 2004. In addition, the United States’

Travel and Tourism Sector is expected to generate approximately $805.4 billion in federal, state,

and local government revenues (World Travel and Tourism Council, 2004b).

With increasing personal incomes, more leisure time, and a larger retirement age

population, tourism may offer an avenue to Lincoln County for current and future economic

growth and diversification efforts. Community leaders are asking if capturing some of these

expenditures represents a potential strategy for economic development. Potential benefits

include new job creation, the capture of outside income for the local economy, and growth in

local tax revenues. Potential drawbacks cited include the concern that tourism can bring

“strangers” to town and possibly impact the current social structure. Also, tourism can be

seasonal with slow periods during the off-season for local businesses. Finally, the threat of

environmental deterioration sometimes concerns local residents. Most of these concerns can be

addressed with sound local planning. Ultimately a community will have to decide if tourism is a

viable option. Experts do note that one cannot “play” with a tourism strategy. The market is

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highly competitive and communities must have a commitment to a sound product development

and marketing plan.

The first steps for a community interested in the tourism and travel industry is to

establish clearly defined goals that the entire county can support. Common goals include

attracting and stopping visitors in your area; extending their stay to maximize expenditures; and

finally, extend Lincoln County’s tourism season so a steady flow of tourists exists. Wide

involvement and community awareness are critical. For Lincoln County, groups involved are

county and town officials, U.S. Forest Service officials, Bureau of Land Management personnel,

State of Nevada Parks employees, civic organizations, business people, educational institutions,

and business organizations.

Lincoln County Commissioners requested assistance of the University Center for

Economic Development in analyzing tourism potential and to develop tourism strategies for

Lincoln County. The general purpose of this report is to provide an overview of tourism

development efforts and opportunities in Lincoln County. Specific objectives of this report are:

a. Produce an overview of socio-economic data in Lincoln County and how tourism may play in the local economy,

b. Present and inventory of attractions in Lincoln County,

c. Discuss tourism marketing and outline tourism opportunities in Lincoln County,

d. Review of community forums in Lincoln County,

e. Elicitation of Lincoln County citizenry as to tourism preferences, and

f. Elicitation and prioritization of short-term and long-term tourism goals for Lincoln County.

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CHAPTER 2 – OVERVIEW OF LINCOLN COUNTY

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Introduction

This section will provide a synopsis of socio-economic trends in Lincoln County. An

understanding of these trends provides information as to how tourism can be an active

participant in overall Lincoln County economic development and diversification activities.

Detailed socio-economic data and analysis for Lincoln County are presented in three published

University Center technical bulletins (Harris et al., 2004; Fadali et al., 2004; Harris et al., 2004).

Lincoln County is located in the southeastern part of the state. Lincoln County is

bordered by Nye County to the west, Clark County to the South, White Pine County to the north,

and the east by the Utah counties of Millard, Beaver, Iron, and Washington, and by the Arizona

county of Mohave. The community of Pioche is the county seat with three additional population

centers of Alamo, Caliente, and Panaca (Figure 1).

Tables 1 through 7 provide socio-economic data and trends for Lincoln County. Table 1

shows trends in population growth for Lincoln County and the Lincoln County communities of

Alamo, Caliente, Panaca, and Pioche (Hardcastle, 2003). Beginning in 1996, the Nevada State

Demographer initiated detailed community population estimates for the state of Nevada.

From Table 1, the population for Lincoln County declined from 3,983 in 1996 to 3,749 in

2003 or a 5.87 percent decrease in population over seven years. However, this population

decrease was not uniform across the county. The Lincoln County communities of Alamo,

Caliente, and Panaca realized population growth from 1996 to 2003. However, the community

of Pioche and the Rest of Lincoln County realized population decreases from 1996 to 2003.

During the seven-year period from 1996 to 2003, population in Lincoln County declined

by 5.87 percent. However, during this seven-year period, population in the state of Nevada

increased from 1,696,405 in 1996 to 2,296,566 or a 35.38 percent increase. State of Nevada

population increase primarily occurred in Clark County. Clark County (Las Vegas) population

increased from 1,119,052 in 1996 to 2,296,566 or a 105.22 percent increase. Therefore, it can be

seen that Lincoln County population growth ran counter to overall state population growth. In

order to reverse this population decline, Lincoln County may want to investigate alternative

economic development and diversification strategies such as tourism.

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Table 1. Population Estimates by Community for Lincoln County, Nevada, 1996 and 2003.

Area 1996 2003 Percentage Change

(nos.) (nos.) (%) Alamo 359 428 19.22 Caliente 1,121 1,184 5.62 Panaca 399 541 35.59 Pioche 749 659 -12.02 Rest of Lincoln County 1,355 937 -30.85 Lincoln County 3,983 3,749 -5.87 Source: Hardcastle, Jeff. Nevada County Population Estimates July 1, 1986 to July 1, 2003

Includes Cities and Towns. The Nevada State Demographer’s Office, University of Nevada, Reno, 2003.

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Table 2 uses Census data (U.S. Department of Commerce, 2001) to shed light on the

aging of the population in Lincoln County. When analyzing the age grouping in Lincoln County,

it should be noted that overall Census population for Lincoln County increased from 3,775

persons in 1990 to 4,165 persons in 2000. For the 20 to 24 years of age group and the 25 to 34

years of age group, their proportion share declined by four percent, and their absolute numbers

decreased by 103 persons from 1990 to 2000. For these two age groups, population numbers

decreased by 16.67 percent from 1990 to 2000.

The demographics for Lincoln County are somewhat similar to many rural counties in the

nation. Often rural counties lose population in age groups 20 to 24 years and 25 to 34 years

because the young people with the best education, health, the most marketable skills and abilities

leave the rural areas to realize their potential. Lincoln County, like many rural counties from

1990 to 2000, realized a loss in population of persons between the ages of 20 to 35 years of age.

Capturing the population age group of persons 20 to 34 years of age, the county area gains future

leaders, innovators, and entrepreneurs. Taxes collected in the county to invest in local education

will now earn dividends for the people and economies of other counties and states. Developing

economic development programs such as tourism may encourage young people of Lincoln

County to remain in the county.

Table 3 shows the trends in labor for Lincoln County from 1998 to 2003. The

unemployment rate has been somewhat erratic, increasing from 6.1 percent in 1998 to 7.2

percent in 2001 and decreasing to 6.6 percent in 2003.

However, the decrease in unemployment in 2003 hides the true dynamics within the

Lincoln County labor market. Number of employed persons who live in Lincoln County

declined from 1,133 in 1996 to 960 in 2003. Also, the labor force in Lincoln County declined

from 1,207 in 1998 to 1,030 in 2003 or a 15 percent decrease in labor force over six years. One

primary reason for the decline in unemployment rate in Lincoln County from 2001 to 2003 is not

elevated county economic activity, but workforce leaving the county. A tourism plan to help

develop and diversify the Lincoln County economy may reduce the loss of workforce in Lincoln

County, which would be beneficial to the county for current and future economic development

plans and activities.

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Table 2. Population by Age and Proportionate Share of Population by Age for Lincoln County, 1990 and 2000.

1990 2000 Age Group Number Proportionate

share Number Proportionate

share (%) (%) Under 5 304 8.05 262 6.29 5 to 9 315 8.34 266 6.39 10 to 14 356 9.43 377 9.05 15 to 19 275 9.11 461 11.07 20 to 24 142 3.76 137 3.29 25 to 34 476 12.61 378 9.08 35 to 44 440 11.66 534 12.82 45 to 54 399 10.57 536 12.87 55 to 59 199 5.27 278 6.67 60 to 64 170 4.50 263 6.31 65 to 74 354 9.38 373 8.96 75 to 84 208 5.51 230 5.52 85 and above 68 1.80 70 1.68 TOTAL 3,775 100.00 4,165 100.00 Source: U.S. Department of Commerce. Table DP-1, Profile of General Demographic Characteristics: 2000.”

Bureau of Census: Washington D.C. 2001.

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Table 3. Labor Force Data for Lincoln County.

Year Employment (nos)

Unemployed (nos)

Labor Force (nos)

Unemployment Rate (%)

1998 1,133 74 1,207 6.1 1999 1,038 68 1,106 6.1 2000 1,034 72 1,106 6.5 2001 1,054 82 1,136 7.2 2002 1,080 70 1,150 5.8 2003 960 70 1,030 6.6

Source: State of Nevada Department of Employment, Training, and Rehabilitation. “County

Labor Force Data”, Employment Research Division, Carson City, Nevada, Various Issues.

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Table 4 shows taxable sales in Lincoln County from 1996 to 2003 (State of Nevada

Department of Taxation, various Issues). Both nominal and real Lincoln County taxable sales

are calculated. Real taxable sales are net of inflation or all real taxable sales are based on 2000

prices. Table 4 shows the cyclical nature of Lincoln County taxable sales that reflect Lincoln

County economic activity from 1996 to 2003. Nominal taxable sales for Lincoln County

increased from $17,880,226 in 1996 to $35,945,603 in 2003 or an approximate 101 percent

increase in nominal taxable sales. Real taxable sales increased from $19,158,480 in 1996 to

$34,095,254 in 2003 or an approximate 78 percent increase in real taxable sales.

Table 5 shows taxable sales in tourism-related economic sectors in Lincoln County from

1996 to 2001. Tourism related economic sectors were the Eating and Drinking Places Sector and

the Hotel, Rooming Houses, and Camping Sector. Both nominal and real taxable sales for

tourism related sectors in Lincoln County are shown in Table 5. Nominal taxable sales for

tourism related sectors in Lincoln County declined from $2,829,142 in 1996 to $2,032,810 in

2003 or an approximate 28 percent decrease in nominal taxable tourism related sector sales.

Real taxable sales for tourism related sectors in Lincoln County declined from $3,031,397 in

1996 to $1,928,168 in 2003 or an approximate 36 percent decrease in real taxable tourism related

sector sales.

Table 6 shows sectoral personal income and proportionate shares of personal income for

the nation, state of Nevada, and Lincoln County. From Table 6, national per capita income in

2001 was $30,527, which was 0.59 percent greater than the state per capita income value

($30,347) and 52.39 percent greater than the Lincoln County per capita income value ($20,032).

Also from Table 6, the growing influence and impact of elderly in a national, state, and county

economy is seen by the proportionate share of personal income from dividends, interest, and

rents; and transfer payments. These sources are primarily earned by the retired portion of a

nation’s, state’s, and/or county’s population. For the nation, dividends, interests, and rents and

transfer payments make up approximately 29 percent of total earned personal income, which for

the state of Nevada and Lincoln County it is approximately 30 percent and approximately 36

percent, respectively.

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Table 4. Nominal and Real Taxable Sales for Lincoln County, 1996 to 2003.

Year Nominal Reala Sales Percent Change Sales Percent Change

1996 $17,880,26 $19,158,480 1997 $21,777,163 21.79 $22,873,730 19.39 1998 $16,663,636 -23.48 $17,313,048 -24.31 1999 $22,421,738 34.55 $22,955,687 32.59 2000 $25,193,612 12.56 $25,193,612 9.75 2001 $22,260,136 -11.64 $21,770,730 -13.59 2002 $22,350,942 0.41 $21,529,796 -1.11 2003 $35,945,603 60.82 $34,095,254 58.36

aGDP price deflator where 2000 = 100.00 Source: State of Nevada Department of Taxation. “Sales and Use Taxes”, Carson City, Nevada,

Various Issues.

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Table 5. Nominal and Real Taxable Sales for Tourism Related Economic Sectors, Lincoln County, Nevada, 1996 to 2003.

Year Nominal Reala

$ Percent Change $ Percent Change

1996 2,829,142 3,031,397 1997 3,374,416 19.27 3,544,331 16.92 1998 1,782,172 -47.19 1,851,627 -47.76 1999 1,927,556 8.16 1,973,459 6.58 2000 1,778,372 -7.74 1,778,372 -9.89 2001 1,926,234 8.31 1,883,884 5.93 2002 1,929,189 0.15 1,858,313 -1.36 2003 2,032,810 5.37 1,928,168 3.76

aGDP price deflator where 2000 = 100.00 Source: State of Nevada Department of Taxation. “Sales and Use Taxes”, Carson City, Nevada,

Various Issues.

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Table 6. Personal Income by Economic Sector for the United States, State of Nevada, and Lincoln County, 2001. Income Shares

Sector U.S. ($1,000) Nevada ($1,000)

Lincoln County ($1,000)

U.S. (%)

Nevada (%)

Lincoln County

(%) Farm 48,876,000 106,471 3,080 0.52 0.15 3.01 Forestry & Related 27,187,000 30,299 D 0.29 0.04 D Mining 58,187,000 736,638 D 0.62 1.07 D Utilities 67,529,000 330,944 D 0.72 0.48 D Construction 411,710,000 5,095,237 1,661 4.37 7.40 1.66 Manufacturing 925,544,000 2,315,561 D 9.91 3.36 D Wholesale Trade 352,468,000 1,984,208 D 3.74 2.88 D Retail Trade 460,154,000 3,767,219 2,917 4.88 5.47 2.91 Transportation & Warehousing

235,346,000 1,578,044 1,964 2.50 2.29 1.96

Information 268,382,000 1,087,976 999 2.85 1.58 1.00 Finance & Income 506,488,000 2,768,608 1,105 5.37 4.02 1.10 Real Estate 156,914,000 1,280,384 213 1.66 1.86 0.21 Professional & Technical Services

643,859,000 3,099,318 D 6.83 4.50 D

Management of Companies & Enterprises

144,747,000 1,003,426 0 1.53 1.46 0

Administrative & Waste Services

240,096,000 2,110,653 D 2.55 3.07 D

Educational Service 80,771,000 129,638 L 0.86 0.19 L Health Care & Social Assistance

586,225,000 3,271,140 298 6.22 4.75 0.30

Arts, Entertainment, & Recreation

69,411,000 1,051,643 D 0.74 1.53 D

Accommodations & Food Services

178,886,000 8,578,552 D 1.90 12.47 D

Other Services, exc. Public Administration

198,286,000 1,112,670 D 2.07 1.62 D

Federal Government, Military

84,097,000 539,619 119 0.89 0.78 0.12

Federal Government, Civilian

201,702,000 1,066,395 2,256 2.14 1.55 2.25

Local Government 546,386,000 4,025,207 D 5.79 5.85 D Dividends, Interest, & Rents

1,536,936,000 13,573,218 17,841 16.30 19.72 17.79

Transfer Payments 1,189,790,000 6,785,763 17,871 12.62 9.86 17.82 TOTAL 9,431,493,000 68,819,511 83,692 100.00 100.00 100.00 Per Capita Income 30,527 30,347 20,032 D stands for non-reported or information suppressed. This is a disclosure problem. Source: U.S. department of Commerce. “Regional Economic Information System”, Bureau of Economic Analysis: Washington, D.C., 2004.

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From Table 6, the county’s low per capita income and heavy reliance on dividends,

interests, and rents; and transfer payments indicate that alternative economic development

strategies are needed for Lincoln County. One economic development and diversification

alternative would be tourism.

A final unique characteristic of Lincoln County is found in Table 7. In terms of

landmass, Lincoln County ranks third largest county in the state of Nevada with 6,816,597 acres.

The federal government administers approximately 98 percent of the land in Lincoln County,

with the Bureau of Land Management managing approximately 83.04 percent of total Lincoln

County acreage.

Also from Table 7, the state government of Nevada administers approximately 18,802

acres or 0.28 percent of total Lincoln County land mass. A unique feature of Lincoln County as

opposed to other Nevada counties is that Lincoln County has five state parks that offer numerous

camping, hiking, fishing, and other outdoor recreation opportunities.

Therefore, both federal and state government can play an important part in the successful

development and execution of a county strategic tourism plan: the federal government by the

vast acreage it administers in Lincoln County and the state government by its five state parks

influences current and future Lincoln County tourism plans (Figure 2).

Given the “boom-bust” cycles that have been experienced in Lincoln County from the

cyclical natural resource sectors (agriculture and mining) and federal military operations (test

site and proposed nuclear waste dump project), the economic development and diversification

plan of tourism development and expansion could become a priority objective for Lincoln

County decision makers. Given vast federal government operations and five state parks, tourism

and spin-off industries from tourism could establish a rather stable economy given the viabilities

of natural resource industries and federal military and non-military operations. However, before

formulating and establishing tourism development objectives, a listing of tourism attraction and

facilities inventory is required.

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Table 7. Federal, State and Local Government and Private Sector Lands in Lincoln County, 2000.

Categories Acreage Share of Total (%) Federal Agencies:

Bureau of Land Management

5,660,396 83.04

Forest Service 30,703 0.45 Other Federal Agencies 1,009,188 14.80

Total Federal Lands 6,700,287 98.20 Native American Reservations

0 0.00

State Government Lands 18,802 0.28 Local Government and Private Sector Lands

97,509 1.43

TOTAL 6,816,597 100.00 Source: Zimmerman, J. and T. Harris. An Update of Federal and State Land-Based Payments in

Nevada. University of Nevada, Reno: Reno, Nevada, University Center for Economic Development Technical Report UCED 2000/01-06, 2000.

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CHAPTER 3 – ATTRACTION AND FACILITY INVENTORY

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Attraction and Facility Inventory

The first step in tourism development is to determine what Lincoln County has to attract

tourists. An attraction and facility inventory lists and assesses all actual and potential attractions.

An attraction is anything that will entice people to stop and look. There are innumerable

possibilities and it may be that Lincoln County, with a given amount of tourism, may have

missed some possibilities.

A tourism attraction inventory form (Appendix A) was used to assess tourism attractions

in Lincoln County. Attractions were broken down into cultural and historical attractions, nature-

based attractions, recreation attractions, special events and other attractions.

Facilities are roads, airports, railways, parking areas, water and power services, police

and hospitals that serve visitors as well as community members. These public facilities and

services are necessary to induce tourists to Lincoln County. Another part of the facilities is the

lodging, restaurants, service stations and other retail businesses that are required to satisfy

tourism demands.

An analysis of tourism and recreation activities and inventories was conducted for the

Alamo Area, Caliente Area, and Pioche/Panaca Area. A tourism inventory was developed from

a series of compressed video sessions. These inventories are to assist Lincoln County decision

makers in formulating a tourism strategic plan.

Alamo Area

Table 8 lists tourism attractions in Alamo. There are numerous cultural heritage tourism

attractions that can serve as a local trip, weekly trip, and a destination trip. However, as in

Lincoln County, there are numerous underdeveloped cultural heritage sites.

With substantial public lands and state parks in the Alamo area, Table 1 shows that

Alamo has numerous nature-based tourism attractions. Nature-based tourism has become a new,

expanding, and lucrative segment of the tourism market. These natural assets may provide the

Alamo area with a resource for future tourism development. Also from Table 8, there are

numerous recreation and special events to provide recreation opportunities.

Also from Table 8 are tourism attractions that were not classified. The Delamare Ghost

Town could be an asset for future tourism. The area of Rachel has made extensive use of Area

51 and the Extraterrestrial Highway. For Alamo, Ash Springs may provide an excellent tourism

resource. Through proper planning, Ash Springs can provide recreation for local residents, Las

29

Vegas residents, and out-of-state tourists. Lastly, Highway 93 is a primary route for snowbirds.

These people travel certain months of the year and could be a targeted market.

Table 9 provides information as to the accessibility of Alamo to other areas. With

limited accessibility, the probability of expanding tourism is difficult. From Table 9, private

automobile is the only mode of access to the Alamo Area. However, Highway 93 provides

avenues of travel for snowbirds, which may become an opportunity for expanded tourism.

However from Table 9, signage is a problem. With proper signage, the Alamo area may

be able to create more and capture a larger proportion of tourist expenditures. The nearest

airport is in Las Vegas, which is 120 miles away. Also, Alamo has no chartered services or bus

services for tourists. However, there are adequate RV parking spaces, which tourists and

snowbirds use extensively for travel.

Table 10 provides information as to public services and facilities. If expanded tourism

does come to the Alamo area, the question becomes will public services in the Alamo area be

able to accommodate the expanded demand. This is crucial because inadequate public services

will retard potential tourism growth. Public restrooms and water fountains were found to be

inadequate for future tourism development. However, health services are available in Alamo and

are rated as acceptable to accommodate expanded tourism activities. Adequate health care

services are essential because urban tourists expect services similar to the quality and quantity

they have in their urban residence.

30

Table 8. Tourism Attractions in the Alamo Area. Type of Attraction Rating Comment

L W D U Cultural Heritage Battlefields h h h h Indian fights Burial Grounds h Churches, Synagogues, and Temples h Early Settlements h Historical Tours h h h h Libraries h Mining Camps h h h h Delmare ghost town Memorials and Monuments h Walking Tours h h h h Centennial 98th start Nature Based Bird Watching h h h h Deserts Spring flowers Mountains, Hills, Cliffs h h h h Rock climbing Nature Trails h Star Gazing h Sunsets Wildlife sanctuaries/refuges/preserves h h Indian Writing h h h h Recreation Bird Watching h Camping h h h Hiking, Walking h h h h Horseback Riding h h h h Hunting h h h h Mountain Climbing h h h h Picnic Areas h h h h Playgrounds h h h h Rock Climbing h h h h Skeet/Trap Shooting h h h h Swimming h h h h Special Events Auto Racing 4th July h No more because of liability issues Barbeques h h h h Food Festivals h h h h Motorcycle Racing h Parades 4th July h h h Rodeos – Twice a Year h h h Sports Events Through School h h h 4th July Turkey Shoots h h h h Table 8. Continued.

31

Type of Attraction Rating Comment

L W D U Other Attractions Railway Ride h h h h Scenic Highway h h h h Settings for Movies h h h h Only One of its Kind h h h h Ash Springs Other: Delmare Ghost Town h Jumbo Lake h h h Area 51 Highway h h h Rating designated as L for local, W for weekend, D for destination, and U for undeveloped.

32

Table 9. Accessibility Inventory for the Alamo Area.

Category Comments What mode of transportation do most visitors get to your town? Car and County Bus

Do you have opportunities to develop other transportation modes? No

Are there highways leading to your community? Yes, Highway US 93

Are highway signs adequate to direct visitors to your town? No

Do signs provide a positive image of Alamo? No

Are local attractions well marked? No

Where and how far is regular air travel? Las Vegas, 120 miles

Frequent air service to town? No

Can debarking passengers connect easily with other transportation? No

Are charter services available to Alamo? No

Is regular bus service available to Alamo? No

What is the frequency of bus service? None

Can debarking passengers connect easily to other transportation modes? Yes

Is there regular train service to Alamo? No

What is frequency of train service? None

Is there a visitor’s center? No

Is information center easily accessible for vehicles of any size? No

Is parking available for RV’s in Alamo? Yes

Is there an RV dump station in Alamo? No

33

Table 10. Public Services/Facilities Inventory for the Alamo Area.

Category Reply Does Alamo have adequate number of public restrooms? No

Are public restrooms well maintained? No

Does Alamo have public water fountains? No

Are water fountains well maintained? No

Can Alamo water supply meet expanded demand by tourism? Do not know

Is Alamo water supply of good quality? Yes

Does Alamo have public waste and recycling receptacles available for expanded tourism demand?

Do not know

Are waste and recycle receptacles maintained frequently? Yes

Are streets and public areas kept clean? No

Can Alamo roads handle expanded traffic from expanded tourism? Yes

Can Alamo roads handle more traffic under current maintenance

budget?

Yes

Can Alamo parking spaces meet needs of tourist and expanded tourism? Yes

Is emergency road service available? Yes

Is ambulance service available? Yes

34

Caliente Area

Table 11 lists tourism attractions in the Caliente Area. There are numerous cultural

heritage tourism attractions that can service as local trips, weekly trips, and destination trips.

However, many of the Caliente area cultural heritage attractions are underdeveloped.

With substantial public lands and state parks in the Caliente area, Table 11 shows that the

Caliente area has numerous nature-based tourism attractions. Nature-based tourism has become

anew, expanding, and lucrative segment of the tourism market. These nature assets may provide

the Caliente area with a resource for future tourism development. Also from Table 11, there are

numerous recreation and special events in the Caliente area. As mentioned in the comments, the

local playground is in need of new and more playground equipment.

Also from Table 11 are tourism attractions that were not classified. The Caliente area has

a scenic highway that includes the Rainbow Canyon. Rainbow Canyon is a tourism asset for the

Caliente area whose development should be explored.

Table 12 provides information as to the accessibility of the Caliente area to other areas.

With limited accessibility, the probability of expanding tourism is difficult. From Table 12,

private car and bus is the only mode of access to the Caliente area. However, Highway 93

provides an avenue of travel for snowbirds, which may become an opportunity for expanded

tourism.

However, from Table 12, signage is a problem. With proper signage, the Caliente area

may be able to create more and capture more tourism expenditures. The nearest airport is

located in Las Vegas, which is 170 miles from Caliente. There is no regular bus service or

charter services to Caliente. Another disadvantage is the lack of RV parking space. If tourism is

expanded in the Caliente area, the RV parking space problem needs to be addressed.

Table 13 provides information as to public services and facilities. If expanded tourism

does come to the Caliente area, the questions becomes will public services in the Caliente area

be able to accommodate the expanded demand. This is crucial because inadequate public

services will retard potential tourism growth. Public restrooms and water fountains were found

to be inadequate for future tourism development. However, health services are available in the

Caliente Area and rated as acceptable to accommodate expanded tourism activities. The county

hospital, Grover C. Dills General Hospital, is located in Caliente. If injuries require transport to

35

a Las Vegas area hospital, the patient can be transported to Las Vegas by helicopter in 30

minutes.

36

Table 11. Tourism Attraction in the Caliente Area.

Type of Attraction Rating Comment L W D U

Cultural Heritage Archeological Sites h h h Buildings of Architectural Interest h h Building needs improvements Burial Grounds h Unidentified graves Churches h Early Settlements h h Exhibits h Working on a local museum Historic Districts h Rock building Historic Theaters and Opera House h Upgrading main theater Interpretative Center h Mining Camps h Ruins h h h Canyon caves Walking Tours h Tourism book Nature Based Bird Watching h Canyons, Caves, Gorges h h h Deserts h h h Environmental Programs h h h Geological Formations h h h Mountains, Hills, Cliffs h h h Nature Trails h h h Natural Lookout Points h h h Stargazing Sites h Wildlife Sanctuaries h Recreation Bicycling h Bird Watching h Camping h Dude Ranches h Hiking, Walking h h h Horseback Riding h h Hot Air Ballooning h Hunting h h h Local Parks h h h Marathons and Triathlons h Mountain Climbing h Picnic Areas h h Playgrounds h h Racing and Regattas h h

37

Table 11. Continued. Type of Attraction Rating Comment

L W D U Rock Climbing h Rock/Mineral Hunting h Running Areas h Skeet/Trap Shooting h Swimming h Special Events Air Show h Antique Auto Show h Auto Racing h A fee set up for Las Vegas groups Barbeque, Special Food Events h Food Festivals and Training Events h Holiday Celebrations, Festivities h h “Learning” Vacation like Elder Hostel h Local Theater h Motorcycle Racing h h Parades h h Religious/Spiritual Observations h h Rodeos h Sports Events h Other Attractions

Bed and Breakfasts h Country Inns h Dude Ranches & Farm Stay Facilities h Government Buildings h Locally Prepared and Packaged Foods h Railroad Depots h h h Railroad Rides h Retreat and Learning Centers h Scenic Highways h Rainbow Canyon Settings for Moves, Television h Rating designated as L for local, W for weekend, D for destination, and U for undeveloped.

38

Table 12. Accessibility Inventory for the Caliente Area.

Category Comments What mode of transportation do most visitors get to your town? Car and Bus

Do you have opportunities to develop other transportation modes? No, train used to stop

Are there major highways leading to your community? Yes

Are highway signs adequate to direct visitors to your town? No

Do signs provide a positive image of Caliente? No

Are local attractions well marked? No

Where and how far is regular air travel? Las Vegas, 170 miles

Frequent air service to town? No

Can debarking passengers connect easily with other transportation? No

Are charter services available to Caliente? No

Is regular bus service available to Caliente? No

What is the frequency of bus service? None

Can debarking passengers connect easily to other transportation modes? No

Is there regular train service to Caliente? No

What is frequency of train service? None

Is information center easily accessible for vehicles of any size? Yes, but is not open many hours and is in

a hard to find locationIs parking available for RV’s in Caliente? No

Is there an RV dump station in Caliente? No

39

Table 13. Public Services/Facilities Inventory for the Caliente Area.

Category Reply Does Caliente have adequate number of public restrooms? No

Are public restrooms well maintained? N/A

Does Caliente have public water fountains? No

Are water fountains well maintained? N/A

Can Caliente water supply meet expanded demand by tourism? Yes

Is Caliente water supply of good quality? Yes

Does Caliente have public waste and recycling receptacles available for expanded tourism demand?

No

Are waste and recycle receptacles maintained frequently? Do Not Know

Are streets and public areas kept clean? Yes

Can Caliente roads handle expanded traffic from expanded tourism? Yes

Can Caliente roads handle more traffic under current maintenance budget?

Yes

Can Caliente parking spaces meet needs of tourist and expanded tourism?

No

Can visitors get emergency health care? Yes, if serious helicopter 30 minutes

Is ambulance service available? Yes

40

Pioche Area

Table 14 lists tourism activities in the Pioche area. There are numerous cultural heritage

sites that can serve local trips, weekly trips, and destination trips. As with the Alamo area and

the Caliente area, many of the Pioche area heritage attractions are underdeveloped. Probably the

three most recognized cultural heritage tourism activities in Pioche are the community of Panaca,

Thompson Opera House, and the Million Dollar Courthouse.

With substantial public lands and state parks in the Pioche area, Table 14 shows the

Pioche area has numerous nature-based tourism attractions. As for the Alamo area and the

Caliente area, nature-based tourism may be an avenue for future tourism development. Given

the larger rural population and the aging of the “baby-boom” generation, nature-based tourism

could be a new, expanding, and lucrative segment of the tourism market. The natural assets in

and around the Pioche area will be beneficial for future development and growth in nature-based

tourism.

From Table 14, the Pioche area seems to have numerous recreation activities. Given the

five state parks located in Lincoln County, numerous recreation activities are available in the

Pioche area. However, as seen in the Alamo and Caliente areas, a lot of tourism recreational

opportunities are undeveloped.

Table 14 also lists special events that occur in the Pioche Area. These special events

seem to be tied to Labor Day, heritage, and Panaca-Pioneer Days activities. Motorcycling and

off-road activities are numerous all over Lincoln County, but many trails are underdeveloped.

This is true for Alamo and Caliente areas for which hiking and walking are recognized tourism

activities, but trails are underdeveloped.

As for other tourism attractions in the Pioche Area, there is a rail depot in Caliente,

scenic Highway 93, the oldest eastern Nevada settlement in Panaca, and the Million Dollar

Courthouse. Most of these unique attractions could be combined into a comprehensive Lincoln

County tourism plan.

Table 15 provides information as to the accessibility of the Pioche Area to other areas.

With limited accessibility, the probability of expanding tourism is difficult. From Table 15,

private car is the only mode of access to the Pioche area. However, Highway 93 provides an

avenue of travel for snowbirds, which may become an opportunity for expanded tourism.

41

From Table 15, signage is a problem. With proper signage, the Pioche area may be able

to create more and capture more tourism expenditures. The nearest airport is in Las Vegas,

which is 185 miles from Pioche. There is no regular air or bus service in Pioche, but one could

rent a car at McCarran Airport for travel to Pioche. There seems to be adequate RV parking and

dump stations in the Pioche area, but a problem is these facilities are not the community of

Pioche.

Table 16 provides information as to public services and facilities. If expanded tourism

does come to the Pioche Area, the question becomes will public services in the Pioche area be

able to accommodate the expanded demand. This is a crucial question because inadequate public

services will retard potential tourism growth. Public restrooms and water fountains were found

to be inadequate for future tourism development. However, health services are available with a

hospital 25 miles away in Caliente. Also, emergency ambulance service is available. If injuries

require transport, air flight helicopter from Grover C. Dils Hospital in Caliente would be a 30-

minute flight to a Las Vegas hospital.

From the tourism inventory, Lincoln County has numerous recreation opportunities,

which if developed and enhanced, could provide the basis for tourism development in Lincoln

County. However, some tourism facilities need to be developed, enhanced, or expanded if

increased tourism becomes a reality. Lack of proper signage was a common theme among the

three communities. Proper signage along highways is needed but also signage at recreational

area is required. Lincoln County has vast federal lands and five state parks. Federal and state

land agencies must become an active partner in Lincoln County tourism development if this

economic development and diversification strategy is to be successful.

42

Table 14. Tourism Attraction in the Pioche Area.

Type of Attraction Rating Comment L W D U

Cultural Heritage Archeological Sites h h Undeveloped potential Buildings of Architectural Interest h h Million dollar courthouse Burial Grounds h h h Boot Hill Churches, Synagogues, Temples h Early Settlements h h Panaca Exhibits h Historic Districts h h h Uptown Pioche Historic Theaters and Opera House h h h Thompson Opera House Historic Tours h h Landmarks h h Libraries h Mining Camps h h Museums h h Reenactment of Events h h h Heritage plays Ruins h Walking Tours h h h Each town Nature Based Bird Watching Areas h Canyons, Caves, Gorges h h h h Deserts h h Geological Formations h h h Mountains, Hills, Cliffs h h h Nature Trails h h State parks Natural Lookout Points h h h State parks Stargazing Sites h h Wilderness Areas h h h h Being evaluated Recreation Bicycling h h Many dirt roads Bird Watching h Camping h h h h State parks Hiking, Walking h h h h Lots of potential, but only a few trails Horseback Riding h Lots of potential, but only a few trails Hunting h h Prime hunting Local Parks h h h h Five state parks Mountain Climbing h Good potential Picnic Areas h h h State and town parks Playgrounds h Racing and Regattas h

43

Table 14. Continued. Type of Attraction Rating Comment

L W D U Rock Climbing h h Good potential Rock/Mineral Hunting h h h Excellent potential Skiing h Cross-country Snowmobiling h Sledding h Spelunking h Good potential Swimming h h Pine Nut Gathering h Christmas Tree Cutting h Special Events Antique Auto Shows h Barbeque, Special Food Events h h h h Labor Day Holiday Celebrations, Festivities h h h h Labor Day Local Theater h Heritage plays Motorcycle Racing h h h h Off road Parades h Labor Day Rodeos h Panaca Pioneer Days Eagle Valley h Other Attractions

Bed and Breakfasts h Government Buildings h Current courthouse Railroad Depots h h Caliente Scenic Highways h h All of 93 Settings for Moves, Television h Whole county Unusual Buildings h First of Its Kind h Panaca – first settlement in eastern NV Only One of Its Kind h Million dollar courthouse Oldest h Panaca Rating designated as L for local, W for weekend, D for destination, and U for undeveloped.

44

Table 15. Accessibility Inventory for the Pioche Area.

Category Comments What mode of transportation do most visitors get to your town? Car

Do you have opportunities to develop other transportation modes? No

Are there major highways leading to your community? Yes, Highway 93

Are highway signs adequate to direct visitors to your town? No

Do signs provide a positive image of Pioche? Some do, some don’t

Are local attractions well marked? No

Where and how far is regular air travel? Las Vegas, 185 miles

Frequency of air service to town? None

Can debarking passengers connect easily with other transportation? Yes, in Las Vegas

Are charter services available to Pioche? Yes

Is regular bus service available to Pioche? No

What is the frequency of bus service? None

Can debarking passengers connect easily to other transportation modes? Yes, Las Vegas

Is there regular train service to Pioche? No

What is frequency of train service? None

Is information center easily accessible for vehicles of any size? No

Is parking available for RV’s in Pioche? Yes, but not in middle of Pioche

Is there an RV dump station in Pioche? Yes

45

Table 16. Public Services/Facilities Inventory for the Pioche Area.

Category Reply Does Pioche have adequate number of public restrooms? No

Are public restrooms well maintained? Yes

Does Pioche have public water fountains? No

Are water fountains well maintained? N/A

Can Pioche water supply meet expanded demand by tourism? Yes

Is Pioche water supply of good quality? Yes

Does Pioche have public waste and recycling receptacles available for expanded tourism demand?

Yes

Are waste and recycle receptacles maintained frequently? Yes

Are streets and public areas kept clean? Somewhat

Can Pioche roads handle expanded traffic from expanded tourism? Yes, but depends on how much

Can Pioche roads handle more traffic under current maintenance budget?

No

Is emergency road service available? Yes

Can visitors get emergency health care? Maybe 25 miles south

Is ambulance service available? Yes

46

CHAPTER 4 – TOURISM MARKETING AND OPPORTUNITIES

47

TOURISM AND MARKETING OPPORTUNITIES

In tourism markets, the buyers are the tourists and the sellers are private businesses or

government agencies. Marketing consists of activities that facilitate a satisfying exchange

between buyer and seller. A product, service, or experience has value when benefits are greater

than the costs.

Many communities are interested in tourism as an economic development tool. Local

committees interested in tourism often start by looking solely at what the community or county

currently has to offer. This supply driven approach adopts the following philosophy:

“I have something to sell, and if I offer it, someone will want to buy it.”

While this may be a useful initial exercise for getting the community thinking about tourism

development, it can also lead the community or county in the wrong direction.

Lessons of marketing indicate that the most successful economic development activities

will be consumer or demand driven not attraction or supply driven. A community or county

tourism committee should focus on what tourists need and want in a vacation experience.

Tourism is perhaps one of the most discretionary and voluntary purchases a consumer

makes. There are numerous choices available for the tourist to spend their discretionary dollar

by offering what the tourist wants and what is of value to them.

Successful tourism development hinges on fulfilling the interest of the tourist first. When

considering tourism development, Lincoln County must develop attractions that would be of

interest to tourists.

Competition for the tourist dollar is strong. Other counties besides Lincoln County are

considering tourism as an economic development tool. Lincoln County needs to be aware that

competition for the larger tourist dollar and time is keen. Lincoln County needs to offer

something that is equal to or superior to the competition in order to entice sufficient numbers of

tourists to Lincoln County and to make tourism a successful economic development strategy.

An analysis of current tourism industry in Lincoln County would provide Lincoln County

decision makers with a benchmark for further analysis. An analysis of lodging tax revenues will

provide this benchmark. Also geographic information system (GIS) analysis will be used to

prospect tourists for Lincoln County. A stylized impact analysis of tourism in Lincoln County

will be presented and lastly, suggested steps for marketing tourism in Lincoln County will be

presented.

48

Trends in Lodging Taxes

Lodging tax data for Lincoln County were collected monthly from July 1998 to June

2003 and are shown in Figure 3. This five-year period provides a snapshot of trends and cycles

in tourism in Lincoln County. Of course tourists will camp, but many do use the lodging

facilities in Lincoln County. The summer months show tourism is very active, but so are dates in

November and December that are related to holidays and Christmas tree cutting. However, this

figure shows rather cyclical lodging tax revenue.

Survey data of Lincoln County lodging establishments found that tourists are

approximately 60 percent of total lodging customers. Weekends are periods when occupancy

rates are higher as well as summer months. One goal of the tourism strategic plan would be to

develop weekday and spring, winter, and fall season tourism activities. This would address the

variability of tourism in Lincoln County.

49

Monthly State Room Stax Collectedin Lincoln County, Nevada, 1998-2003

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Figure 3. Monthly State Room Taxes Collected in Lincoln County from July 1998 to June

2003.

50

Tourism Prospecting Using Geographic Information System

Analyzing tourism customers and opportunities can be a difficult and complicated

process. Tourism visitors may travel long distances and to obtain information from these visitors

can be difficult. However, information from those visitors is essential to develop a targeted

tourism marketing strategy. Geographic Information System (GIS) technology can provide

information on current visitors to Lincoln County as well as prospects for new tourists.

For prospecting tourists, a one-year history of zip codes by tourist was collected from

motels in Pioche and Caliente. This zip code data was placed in a spreadsheet. The GIS

software uses the spreadsheet data to map the location of each visitor by zip code. Figure 4

provides a map of visitors to northern Lincoln County. While maps provide a general view, the

GIS program can be used to calculate values about areas such as distances visitors traveled. GIS

can be used to profile visitors in two ways. Visitor profiling can be by drive time and

metropolitan areas. From Figure 4, customers that are by one-hour differentials from northern

Lincoln County can be seen. Also, number of customers from different metropolitan areas can

be estimated. These insights as provided by Figure 4 yield information on how far customers are

willing to travel as well as metropolitan areas that produce the most customers.

Not only is GIS useful in determining the geographic origins of tourists, it can also be

used for demographic composition. The GIS-based profiling could reduce the need for costly

and time-consuming customer surveys. By simply knowing customer zip codes, demographic

information can be obtained about neighborhoods tourists reside. Having demographic

information about neighborhoods means Lincoln County tourism decision makers have

information to target current and potential tourists. Potential tourists will follow similar

demographics of current tourists and thereby using the tourism-marketing premise that “birds of

a feather flock together.”

This GIS profiling procedure can also give a “human face” to current and potential

tourists. Using customer zip codes and secondary marketing data sources such as ESRI can

generate a profile of tourists for Lincoln County that describes products the tourist will purchase.

The specific information would provide Lincoln County tourism decision makers and retailers

information as to current and potential goods and services demands of Lincoln County tourists.

Geographic Profiling

Figure 4 shows the tourist by zip code that visits northern Lincoln County by one hour to

six-hour travel time. Also, Table 17 shows top ten number of tourist by zip code from the state

of Nevada and Table 18 shows for all United States. Of interest is the number from Utah and

Arizona that visit northern Lincoln County.

As can be seen from Table 17, the primary metropolitan area in Nevada for tourists to

Northern Lincoln County is Clark County, while Salt Lake metropolitan area of Utah is the

primary metropolitan area for tourists. The city of Kearns, which is in Salt Lake County, has the

largest number of visitors to Northern Lincoln County. Using ESRI (ESRI, 2004) secondary

data, some interesting information can be analyzed about this tourist destination in comparison to

population characteristics in Caliente and Pioche.

From Table 19, demographic characteristics of Caliente and Pioche are compared to

those of Kearns, Utah. First, Kearns is in the metropolitan area of Salt Lake City and has a much

larger population than Caliente and Pioche. Median household income for the Kearns Zip Code

Area is higher than Caliente and Pioche and median age is younger. The percentage of

population over 65 years of age in the Kearns Zip Code Area is 5.1 percent as compared to

Caliente and Pioche, which is 16.3 percent and 16.9 percent, respectively.

Comparisons of demographic data in Table 19 indicate that tourists from the Kearns Zip

Code Area are different from the northern Lincoln County host communities. The Kearns Zip

Code Area yields a younger household customer who may be more active in family outdoor

activities, but they have high incomes.

53

Table 17. Top Ten Nevada Visitors by Frequency and Zip Code to Northern Lincoln County.

Zip Code City Name

89005 Boulder City 89014 East Las Vegas 89008 Elgin 89009 Henderson 89011 Henderson 89012 East Las Vegas 89015 Henderson 89017 Hiko 89029 Laughlin 89039 Searchlight

54

Table 18. Top Ten Visitors by Frequency From U.S. by Zip Code to Northern Lincoln County.

Zip Code City Name State

84118 Kearns Utah 85283 Guadalupe Arizona 84604 Provo Utah 85338 Avondale Arizona 85543 Pima Arizona 85202 Tempe Arizona 88011 University Park New Mexico 84720 Kanab Utah 84780 Washington Utah

55

Table 19. Demographic Differences Between Caliente, Nevada and Kearns, Utah.

Category Caliente, NV Pioche, NV Kearns, UT Population 2000 1,343 1,726 64,003 Median Household Income, 2000 $26,947 $31,479 $50,000 Per Capita Income, 2000 34.9 41.7 26.2 Percent 65 and Over, 2000 16.3% 16.9% 5.1% Males, 2000 48.5% 54.1% 50.6% Population 25 years and Over with High School Diploma

34.7% 37.4% 31.3%

Population 25 Years and Over with Bachelors Degree and Above

15.4% 15.7% 13.8%

Unemployment Rate, 2000 4.0% 2.0% 3.8% Percent White Collar, 2003 58.1% 60.1% 62.1% Percent Services, 2003 17.1% 16.0% 13.4% Percent Blue Collar, 2003 24.8% 23.9% 24.5% Median Home Value, 2000 $61,220 $75,656 $124,390

56

Table 20 provides information as to recreation expenditure patterns of tourists from the

Kearns Zip Code Area and compares recreational expenditures to residents of the Caliente and

Pioche Zip Code Areas. For comparisons, ESRI computes a Spending Potential Index (SPI).

SPI is household-based and represents the amount spent for a product or service relative to the

national average of 100. By comparing recreation expenditures SPI of the Kearns Zip Code

Area to Caliente and Pioche, interesting and selected tourism marketing opportunities emerge.

Appendix B shows recreation expenditures in detail for the Kearns Zip Code Area,

Caliente, and Pioche. From Table 20, residents of the Kearns Zip Code Area spend more on

entertainment fees and admissions. Given that Kearns Zip Code Area residents spend more on

movie and theater admissions; this might provide an opportunity to the Thompson Opera House.

Enthusiasm for outdoor recreation is shown by Kearn Zip Code Area expenditures for fees for

sports participation, and recreation lessons.

Additionally, Kearns Zip Code Area residents have greater expenditures for docking and

lodging fees and camping fees. These visitors could be a successful target for state parks and

outdoor camping opportunities. One tourism objective for Lincoln County is development of

bicycle and hiking trails. Examining the purchase expenditures of Kearns Zip Code Area

recreationists for bicycles, camping equipment, and photography, this may be a potential

successful opportunity.

Other zip code areas could be analyzed through GIS, as was the Kearns Zip Code Area.

GIS provides a powerful tool for examining the tourism market of Lincoln County. GIS analysis

goes further than tables and narratives. Results of the Kearns Zip Code Area show a tourist that

is demographically different from Caliente and Pioche residents. The results also indicate an

outdoor tourist with a substantial family income who spends money for camping fees, camping

gear, and photography. The Kearns Zip Code Area tourist also fits the profile of the new and

emerging nature-based tourist.

57

Table 20. Selected Spending Potential Index for Sports, Recreation, and Exercise Equipment Spending Potential, Caliente, Pioche, and Kearns.

Category Caliente Pioche Kearns

Environment Fees and Admissions 55 51 99 Admissions to Movies and Theaters 55 50 97 Admissions to Sporting Events 58 55 99 Fees for Participant Sports 55 50 102 Fees for Recreational Lessons 53 50 100 Social, Recreational, and Civic Club Membership 57 53 98 Recreational Vehicle and Fees 90 92 96 Purchase or Rent of RVs or Boats 96 98 93 Docking and Landing Fees 43 46 99 Camp Fees 61 59 119 Sports, Recreation, and Exercise Equipment 77 76 112 Bicycles 68 62 98 Camping Equipment 70 73 116 Hunting and Fishing Equipment 101 99 115 Water Sports Equipment 91 102 87 Other Sports Equipment 70 66 97 Rental/Repair of Equipment 57 55 103 Photographic Equipment and Supplies 68 67 100 Film 66 63 95 Photographic Equipment 56 56 98 Rental of Photo Equipment and Photographer Fees 95 100 115 aThe Spending Potential Index (SPI) is household-based and represents the amount spent for a product or service relative to the national average of 100. bSource is EIS BIS forecasts for 2003 and 2008.

58

Estimating Impacts of Tourism in Lincoln County

Expenditures by tourist in Lincoln County are often referred to as export sales. These

export sales bring dollars to the Lincoln County economy, which when respent cause greater

economic activity in Lincoln County. To capture and estimate these impacts, a countywide

input-output model is employed. An input-output model derives the multiplier expenditures in

Lincoln County and shows the distributional impacts of tourism expenditures to all economic

sectors in Lincoln County.

To derive the total economic impacts of tourism expenditures to the Lincoln County

economy, the microcomputer IMPLAN model is used (Minnesota IMPLAN, 2000). The Lincoln

County IMPLAN model has been validated and verified through procedures outlined by Holland

and Geier (1997) direct interviews of local motel establishments.

Since there is no tourism expenditure data of Lincoln County tourists, procedures

outlined by the University of Nebraska will be used (1999). In 2003, Lincoln County collected

$45,518.35 in lodging taxes. The lodging tax rate for Lincoln County is five percent (5%).

Using the five percent lodging tax rate, total lodging expenditures in Lincoln County were

estimated to be $910,367 in 2003.

Using tourism expenditure shares from the Nebraska study, lodging expenditures make

up approximately 28.87% of total tourism expenditures. Therefore, for this example, total direct

tourism expenditures in Lincoln County are estimated to be $3,153,332.

Using the Nebraska study (1999), tourism expenditure shares, tourism expenditures in

Lincoln County by economic sector are shown in Table 21. Using the Lincoln County IMPLAN

input-output model, the total economic impacts of tourism are estimated for Lincoln County.

For example, after retail sales have been margined, Lincoln County had direct tourism

expenditures of $2,060,000, which yields total economic impacts of $2,645,000. Also, total

employment and household income impacts of Lincoln County tourism expenditures would be

76 employees and $887,600, respectively.

As shown by this example, the economic impacts of tourism to Lincoln County could be

substantial. However, to accurately estimate tourism impacts to Lincoln County, tourism

questionnaires are needed. Also, these questionnaires could be targeted as to specific tourism

activity or tourism event. Through tourism questionnaires, not only could expenditures be

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estimated, but also tourist satisfaction could be derived. Example tourism questionnaires are

shown in Appendix C.

Table 21. Example Direct Sectoral Tourism Expenditures in Lincoln County.a

Sector Expenditures ($)

Gasoline 205,819 Lodging 910,446

Restaurants 770,888 Groceries 75,620 Shopping 97,227

TOTAL 2,060,000

aAll retail sales are margined.

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Fifteen Rules for Successful Tourism

Roger Brooks, a nationally recognized expert in tourism development, outlined fifteen

rules of successful tourism (University of Wisconsin, 2004). Below are the listed rules:

(1) Success Begins with a Good Plan:

Creating a Tourism Development and Marketing Plan is the first rule of successful

tourism. The plan should include several details like product development, upgrades and

improvements, repositioning and/or branding, attractions and events, visitor amenities

and services, marketing and public relations, public/private partnerships, recruitment,

funding and budgets, and organizational responsibilities. The plan should integrate with

on-going and existing county comprehensive plans and economic development strategies.

(2) Importance of Front-Line Sales:

Because the front-line employees are probably the first people who come into direct

contact with tourists to Lincoln County, this position makes the front-line employees the

most valuable asset of the county’s tourism sales team. The front-line employees should

be knowledgeable of Lincoln County and should promote other stores, attractions, and

amenities to visitors of Lincoln County.

(3) Critical Mass:

In order to attract and keep visitors in Lincoln County, there must be several retail and

dining establishments within walking distance. Shopping and dining in a pedestrian

setting is one of the top activities for visitors. For Lincoln County, the maintaining of a

crucial mass for retail and dining establishments is difficult given the small population

base.

(4) Turn Negatives Into Positives:

Almost every community/county and attraction has its challenges. Lincoln County

tourism leaders need to think creatively to convert these negatives into positives.

(5) Be Unique:

For successful tourism development, Lincoln County must be worth the trip. A visitor

must be able to differentiate Lincoln County from the competition. Lincoln County must

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strive to be creative and set Lincoln County apart from other counties. Essentially, being

unique will entice visitors to travel that extra distance to come to Lincoln County.

(6) Telling Stories:

Museums and interpretive centers should always tell stories, not just display artifacts.

Stories can keep visitors in the area longer, which means additional visitor expenditures.

Visitors also remember stories and captivating stories are told and passed on to others.

More people pick tourist destinations by word of mouth than any other method.

(7) Four-Times Rule:

People are willing to travel a distance if the community or county offers something that

appeals to visitors. There should be enough for visitors to see and do in Lincoln County.

In general, Lincoln County should be able to keep visitors busy for four times longer than

it took them to get to Lincoln County.

(8) Marketing vs. Product Development:

Before Lincoln County is marketed, make sure Lincoln County is appealing to customers.

If the tourism product is not of great quality, then marketing efforts for Lincoln County

would be wasted. Product development should always be a top priority, and continued

refinement of the tourism product should never end.

(9) Selling the Experience:

Always sell the experience associated with an activity and not the place. If pictures are

used in a marketing campaign for Lincoln County, one should avoid using scenic images.

Scenery lasts in the mind for only a few moments. Instead, use images of people

laughing and having fun. Viewers are more likely to remember images that include

people’s emotions.

(10) Branding:

Even at the community or county level, branding is critical for successful tourism

development. Branding is much more than just a logo; it must set Lincoln County apart

from other counties. Branding would be Lincoln County’s image and values. Lincoln

County should not try to be all things to all people.

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(11) WOW Photography:

Nothing sells tourism like great photography. Photographs used for tourism purposes

should have a “wow” appeal to the viewer and entice the viewer to visit Lincoln County.

Remember, Lincoln County is trying to sell an experience and your photos should invoke

emotion in the viewer. Photography should and must be a key element in brochures,

public relation efforts, and especially the various Lincoln County web sites.

(12) Close the Sale:

Most counties/communities spend a significant amount of money on advertising. The

primary “call to action” in advertising is to get potential customers to call and get a

brochure, or for them to visit Lincoln County’s web sites. If this is the case, the Lincoln

County brochure and web site should be good enough to close the sale. Otherwise, the

county or community’s advertising effort is largely wasted.

(13) Public Relations:

Even though both are needed, publicity is much more important than advertising.

Implementing a professional public relations campaign can have several benefits: it will

build brand, improve the image of Lincoln County, increase credibility and will provide a

greater return on investment than advertising alone. Public relations are how Lincoln

County can build its own brand, improve the county’s image, increase credibility and will

provide a greater return on investment than advertising alone. Public relations are one

marketing procedure to build a brand for Lincoln County and will provide a greater

return on investment than advertising alone.

(14) Effective Web Sites:

According to a Nielsen/Netratings study, nearly 75 percent of the U.S. population has

access to the Internet from home. In addition, 94 percent of Internet users make travel

arrangements using the web. The Internet is by far the number one resource for planning

travel and vacations.

If Lincoln County has a tourism related web site, can potential customers find Lincoln

County easily on the web? How does Lincoln County’s web site compare with its

competition? Make the on-line experience interactive for the customer and remember to

promote attractions, not just the place or your organization. Several thousands of dollars

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are spent on web site development and maintenance; these activities are not a waste of

money. Lincoln County can make sure its web site is displayed at the top of a web search

by paying a fee to web hosts.

(15) Frequency in Advertising:

Frequency is more important than variety in placing advertising. People viewing your

advertisement should develop Top of Mind Awareness (TOMA). For example, when the

words “fast food” are mentioned, most people think of McDonalds because they make a

good use of frequency in advertising.

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CHAPTER 5 – COMMUNITY FORUMS

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COMMUNITY FORUMS

In November and January, community forums and workshops were held in Lincoln

County to obtain information from Lincoln County residents. Topics covered were participant’s

view of community history, enumeration of community strengths, and their vision of tourism

development. These forums were held in Alamo, Caliente, and Pioche.

Historical Perspective

For these three communities, a historical perspective was elicited which provided insights

as to how tourism could fit their unique historical community context. Table 22 shows the

historical perspective from participants in the communities of Alamo and Rachel. In early

1900’s, ranching and mining were the primary economic sectors. There were some mining ghost

towns (e.g.; Delamare) that should be part of a countywide tourism plan. In the 1990’s, activities

at the test site decreased, but this unique activity could enhance countywide tourism. Las Vegas

sprawl would bring more tourists to the area as well as visitors interested in the Test Site Area

called Area 51.

Table 23 shows a historical sketch of the community of Caliente. In the early 1900’s,

mining, agriculture, and railroads were the major economic sectors. The depot in Caliente is

evidence of railroads influence in Lincoln County and is currently being used for private and

governmental tourism functions. In the 1950’s and 1960’s, the railroad industry declined, test

site activities became a large employer, and the youth center opened. By 1970, the mining

activity decreased, and U.S. Air Force activity increased. Also, retired persons began to move to

Caliente. In the 1980’s and 1990’s, test site activity declined, railroad employment decreased,

and Las Vegas began to acquire water rights in Lincoln County. As for tourism, Caliente has

used its railroad history to maintain the depot, but tourism potential may exist around the history

of the mining industry and the Test Site.

Table 24 shows a historical sketch for the community of Pioche. In the early 1900’s,

mining was the largest employer and continued its leadership through World War II. The mining

industry in the later 1990’s began to decline as well as employment at the test site. Pioche has

attempted to maximize its historic links to the mining industry and Test Site.

In summation, all three Lincoln County communities have been active in incorporating

their unique history into tourism activities and attractions. Also these communities have tried to

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maximize tourism opportunities with the county’s five state parks and the federal lands managed

by the Bureau of Land Management and the U.S. Forest Service.

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Table 22. Historical Sketch – Alamo Community.

List and expand to include ideas and perceptions generated by participants.

1900s Ranching and Mining 1950s to 1960s Ranching constant Mining was “boom-bust” Test site was large employer 1970s Ranching constant Mining reduced activity Retired folks who grew up in Alamo returned 1980s Ranching constant Mining – very low employer Test site was an employer Las Vegas filed water rights 1990s Ranching constant, but low employer Test site activities decline More retired folks 2000 Ranching constant, but low employer Influence of urban spread of Las Vegas Snowbirds Test site activities low

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Table 23. Historical Sketch – Caliente Community.

List and expand to include ideas and perceptions generated by participants.

1900s Ranching, Mining, Railroad 1950s to 1960s Diesel engines changed railroad Lost 50% employment base Ranching constant Mining – cyclical “boom-bust” Railroad down Test site larger employer, but up and down Youth center – early 60’s 1970s Mining low Influx of Air Force Retired people move back 1980s Mining – very low employer Ranching constant Railroad down Test site Las Vegas filed for water rights 1990s Ranches sold Ranching – low employment Railroad down Test site – 11K to 2K employees State Road 318

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Table 24. Historical Sketch – Pioche Community.

List and expand to include ideas and perceptions generated by participants.

1870 – 1900 10,000 people in Pioche Mining major employer – big Ranching/Agriculture employment – stable 1930’s During depression, people to work in the mines Employment rising, also CC camps Agriculture – stable 1940 – 1950 Lead and Zinc mines (500 people) in 1950 Agriculture – stable Drafted worked on mines Lead and Zinc 1950’s Late 50’s – mining starting to decline to zinc Agriculture – stable Test site started, people worked – minimal 1960’s Agriculture – stable Gold mine started small “boom-bust” Retail was steady 1970’s Agriculture – stable Migration out of Pioche Leakage increased – migration and youth for jobs Mining decreasing 1980 – 1990 Agriculture – stable and starting to decline Mining got worse More retired folks Youth migrating County/state labor Lost jobs from technology Tougher climate for ranchers Test site stayed stable

Community Strengths

For the three communities, community strengths were elicited that need to be part of a county

tourism strategy (Table 15). For the three communities smallness was identified as a strength and

could be advantageous to visitors from large metropolitan communities who, for example, are tired of

congestion. For the community of Alamo, Highway 93 and Ash Springs were listed as strengths.

Ash Springs brings a lot of visitors from Las Vegas, but needs to be properly developed to maximize

local tourism benefits.

For Caliente and Pioche, the area climate, no “red traffic lights” (no congestion), history, state

parks, and outdoor recreation opportunities were common strengths listed by these two northern

Lincoln County communities. For both Caliente and Pioche, the efficient and successful operation of

state parks will influence the success of any county tourism plan. Caliente listed several unique

characteristics. Caliente is the only city in Lincoln County; it will soon have an industrial park; along

with canyons, hot water springs, and other unique outdoor activities which already exist. Pioche also

lists several strengths such as being the county seat, surface water facilities, mining history, and vast

public lands.

Community Vision From listing historic events and community strengths, community participants were requested

to identify a tourism vision of their community and Lincoln County. For the community of Alamo,

they expressed the need for the development of Ash Springs, local businesses meeting tourist

demands, and being a tourism draw to Lincoln County from residents in the Las Vegas Area. For

Caliente, participants’ visions included the development of Rainbow Canyon Road, Kains Springs,

expanding rodeo facilities, enhancing outdoor recreation, educating tourists about outdoor recreation

opportunities or developing appropriate marketing publications, and expanding local retail and

service sector to meet tourism demands. For Pioche, participants were interested in becoming a

tourism draw for Lincoln County to capture Las Vegas Area tourists. Additionally, they were

interested in developing a series of festivals and organized tours, developing ways to market and

advertise the five state parks, expanding retail and service sectors to meet demands of tourists,

reconstructing the historic Thompson Opera House, developing ATV trails, managing potential

tourism growth, exciting local business owners and leaders as to tourism, creating and enhancing

cottage industries that could be linked to tourism, and developing a schedule of all tourism events in

Lincoln County that could be accessible by tourists outside the county.

Table 25. Community Strengths Identified by Workshop Participants. Community Strengths Alamo Caliente Pioche

Natural Resources X Ranching X Children Activities: 4-H, Boy Scouts; Youth Center X X Religion X Family Orientation X Highway 93 X Small X X X Sports X Business X Home X Ash Springs X Growing X Great Hunting and Fishing X Climate of Area X X Gateway X No Red Lights X X Rural Friendly X Organic Apples X Railroad X Open Friendliness X Hub X Historic X X Healing Energies X Only City in Lincoln County X Canyons X Roses X State Parks X X Soon to be Industrial Park X Good Restaurants X Small Government X Low Crime Rate X Outdoor Recreation Opportunities X X Hot Water X Unblemished X Close to Big Cities X Vast Amount of Public Land – Freedom to Roam X No Crowds X Clean Air X Water Friendly – People and Lakes X Eagle Valley has Recreation Opportunities X Friendly People X A Lot of Heritage in Pioche X Huge Mining Community X Great Place to Live X Most Historical, Underrated, and Not Publicized Community in X

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Table 26. Elements to a Possible Tourism Vision Identified by Workshop Participants.

Vision Elements Alamo Caliente Pioche Healthy Tourism X X X Ash Springs/Development of Hot Springs X X Museum/Box Car Museum X X 140-Room Motel/Casino X FAA Grants for Lincoln County for Real Airport X Need Infrastructure X Restaurant X X Curb and Gutter X Shopping X Swimming Pool X X Sidewalks X Alamo has History to be Shown X Municipal Park X Ranch Recreation X Shade Trees X Take Advantage of Lakes and Wildlife Refuge X Picnic Areas X Rodeo Grounds/Opportunities X X Medical Facilities X A Business Draw to Lincoln County from Las Vegas X Good Golf Course X X Rest Stops with Scenery/Expand X X Restrooms X Improve Highway 93 X Rollerblade Park X Extension from University X Managed Growth X More Recreation Opportunities X Electrical System Development X Movie Theater for Locals X X Recreational Opportunities for Locals X Equestrian Arena X Events Center X Expand and Develop Bike Trails X X Community Theater X Summer Theater – with History Theme X Historic Railroad Theme X Improving Medical Center/New Hospital X Follow-Through for Tourism Plans X Advertise Five State Parks X Need Business/Community Involvement to Local Tourism X Chamber of Commerce Planning Rose Festival X Federal Rules for Trail Signage X

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Table 26. Continued.

Vision Elements Alamo Caliente Pioche Specific Tourist Groups: ex: Harley Riders X Schedule Events to Benefit All Lincoln County X Clean Up the Town X NDOT Green Signs to Designate Areas X Pave Kane Springs Road X Tourism Education from SBDC X Super Host Program for Nevada X Public Services Need to Expanded X Expand Business to Service Tourism X Educate Businesses X More on Golf Course X Dude Ranch in Eagle Valley X Pave and Develop Rainbow Canyon Road X Something for Young People X Off Road Races X Heritage Days – Expand X Develop a Series of Festivals X Expanded Lodging X Organized Tours of Historic Areas X Thompson Opera House X Horse Endurance Races X

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Tourism Implications to Lincoln County Economic Development

Given the “boom-bust” nature of the county economy, tourism could enhance and

stabilize the economy of Lincoln County. Given tourism’s potential, all three communities

recognized the potential linkages of tourism to economic development in Lincoln County. For

all three communities, developing tourism activities that would capture sales from persons

passing through the county could directly impact the Lincoln County economy. Lincoln County

has two unique tourists. One is the Canada snowbird tourist who travels through Lincoln County

for their winter residence in Southern Nevada and other states. If their expenditures can be

captured, these tourists could increase economic activity in the winter and spring months. Both

Alamo and Pioche recognize the potential economic gains of a properly developed and managed

Ash Springs. Ash Springs brings numerous recreators from Las Vegas. Developing tourism,

retail, and service industries that complement Ash Springs could increase economic development

activity in Ash Springs and the Alamo Area. These developments would increase local

commercial sector activity and increase sales tax revenues for Lincoln County.

The community of Alamo also identified expansion of the local tourism base, which

could enhance Lincoln County economic development. For Caliente, the development of an RV

market, marketing state parks, developing linkages to the Las Vegas market, and marketing

unique Lincoln County recreational opportunities would enhance Lincoln County economic

development. For Pioche, tourism development that increases sales tax revenues, enhances state

government participation, and increases the construction of more campgrounds and campsites

would enhance Lincoln County economic development. Activities such as repairing Echo Lake,

developing a positive perception of tourism, and expanding the marketing of Lincoln County

would enhance tourism in Lincoln County.

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Table 27. Relationship and Implications of Tourism to Lincoln County Economic Development.

Implications for Economic Development Alamo Caliente Pioche

Develop Ash Springs X X Develop and Expand Tourism Base X Capture Sales of Persons Passing Through Lincoln County X X X RV Mart X Research Tourism Funding X Market State Parks X Develop Tourism Links with Las Vegas X Advantageous Winter Month Weather X More Businesses Involved X Market Unique Recreational Opportunities X Develop Tourism Base Increase Sales Tax Collections X Sustain Employment X Fix Echo Lake X More State Involvement X Positive Perception of Tourism X More Campgrounds and Campsites X Market Lincoln County X

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CHAPTER 6 – LOCAL PERCEPTIONS AS TO TOURISM

DEVELOPMENT IN LINCOLN COUNTY

Introduction

A random telephone survey of 202 Lincoln County citizens was administered in June

2004. The telephone survey, shown in Appendix D, was used to elicit local receptivity to

tourism development and promotion. Results of the survey will serve as a baseline from which

to build a broad network of support for and participation in the tourism assessment, task

formulation and implementation process. Results of the survey provide information to help

assist the county tourism committee to develop tasks that may be acceptable to Lincoln County

residents and identifies the role that residents perceive of tourism in the Lincoln County

economy.

Approximately two hundred Lincoln county households were selected randomly to

answer the questionnaire. Persons were telephoned three times before they were removed from

the list. Another Lincoln County citizen was selected until two hundred questionnaires were

completed.

Overall Survey Results

Table 28 shows the proportionate share of agreement by Lincoln County residents to

opinions on local tourism development. From table 28, there seems to be a lot of agreement that

tourism will provide worthwhile employment opportunities to Lincoln County. Approximately

65 percent of the Lincoln County respondents strongly agreed or agreed with this statement.

Approximately 86 percent of Lincoln County respondents strongly agreed that tourism would

encourage investment in Lincoln County. Often stated as a disadvantage of tourism is its low

paying jobs. The Lincoln County respondents seem to agree with this perception with 78 percent

of respondents strongly agreeing or agreeing to the statement that tourism pays low wages.

Of interest is how Lincoln County residents weigh the positive and negative benefits of

tourism. From table 28, approximately 80 percent of Lincoln County respondents strongly agree

or agree that positive benefits outweigh the negative impacts of tourism. This seems to indicate

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Table 28. Percent of Responses Statement Number Strongl

y Agree Agree Disagree

1. The tourism industry provides many worthwhile employment opportunities for Lincoln county residents.

15.3% 51.0% 22.3%

2. Tourism encourages investment in our local economy. 22.8% 63.9% 9.4% 3. Most of the jobs in the tourism industry are low paying and/or seasonal.

18.3% 59.9% 12.9%

4. The environmental impacts resulting from tourism are relatively minor.

13.4% 53.0% 23.8%

5. The overall benefits of tourism outweigh the negative impacts. 23.8% 56.4% 11.4% 6. Tourists do not pay their fair share for the services they use. 10.4% 31.7% 41.6% 7. Tourists are a burden on Lincoln County’s services that we pay for with our taxes.

3.0% 11.9% 58.4%

8. The quality of life in Lincoln County has improved because of tourism.

6.9% 39.6% 33.7%

9. Tourists do not pay their fair share for the services they use. 3.0% 18.8% 54.5% 10. I would prefer that tourists visit our area but not move here. 9.4% 24.3% 45.5% 11. Increased tourism would help the Lincoln County economy to grow and diversify.

31.2% 57.4% 6.4%

12. Lincoln County should take steps to restrict tourism development.

2.0% 8.9% 58.4%

13. It is important that Lincoln County residents be involved in decisions about tourism.

34.2% 62.9% 1.0%

14. Lincoln County should develop plans to manage the growth of tourism.

24.3% 63.9% 6.9%

15. The number of jobs produced by tourism is the best measure of success for Lincoln County.

11.9% 48.5% 26.2%

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that Lincoln County recognizes that some negative impacts do occur with tourism but positive

impacts of tourism would outweigh the negative.

Questions 6 through 9 address some of the negative impacts of tourism that may need to

be addressed by Lincoln County decision makers. Only approximately 42 percent of the Lincoln

County respondents strongly agreed or agreed that tourist crowd out good recreation areas for

locals and that approximately 15 percent of Lincoln County residents strongly agreed or agreed

that tourists are a burden on Lincoln County residents. When questioned if the quality of life has

improved because of tourism, approximately 46 percent of respondents strongly agreed or agreed

that tourist do not pay their fair share for community services. From questions 6 through 9, the

Lincoln County responses were less negative as to tourism impacts to their county. This would

indicate to Lincoln County decision makers that tourism is recognized as a positive economic

development and diversification alternative for Lincoln County.

From table 28, approximately 88 percent of Lincoln County respondents strongly agreed

or agreed that tourism would help the Lincoln County economy. Given the current slow

economic growth in Lincoln County, respondents recognize that tourism may provide impetus

for future county economic growth and stability. Lincoln County responses to question 12 seem

to imply that they do not want the county government to restrict tourism growth.

A primary objective of this study was to encourage the involvement of the Lincoln

County populace in tourism planning. From question 13, approximately 97 percent of Lincoln

County respondents strongly agreed or agreed that Lincoln County residents should be involved

in tourism plans. For federal and state government agencies in order to gain public support for

any tourism endeavor, these government agencies should enlist the participation and assistance

of Lincoln County populace. Such cooperation should increase the viability and local support of

any proposed tourism project.

Lastly for measuring tourism success, approximately 60 percent of the Lincoln County

respondents strongly agreed or agreed that the number of jobs created by tourism is the best

measure of success. Lincoln County populace recognize that not only is employment an

economic indicator of success but also increased sales tax revenues, room taxes, hotel and motel

occupancy rates, and appraised value of property are indicators of economic success.

Additionally, reduction in variability of employment and labor force would be an economic

indicator of tourism success.

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Table 29 yields information as to opinions by Lincoln County populace as to economic

sectors perceived to have potential for future economic growth in Lincoln County.

Tourism/recreation was significantly perceived as the economic sector with the highest potential

for future economic growth in Lincoln County. From table 29, approximately 54 percent of

Lincoln County respondents rated tourism/recreation as high potential for future economic

growth. The manufacturing sector in Lincoln County had the second highest rating with 36.8

percent of respondents rating this sector as high for future economic growth. From the Lincoln

County respondents, it is perceived the tourism/recreation cluster is an area for future economic

growth in Lincoln County.

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Table 29. Proportionate Share of Respondents’ Opinions on Potential Economic

Development by Economic Sector.

Sector Responses

High Moderate Low No Opinion

-------------------------------(Percentages)-----------------------

--

Agriculture 22.3 47.5 26.2 4.0

Mining 14.9 29.7 48.0 7.4

Tourism/Recreation 53.5 40.6 5.0 1.0

Manufacturing 38.6 28.2 28.2 5.0

Retail Sales 29.2 41.6 24.3 5.0

Federal Government 28.7 33.7 25.2 11.9

State Government 22.8 45.0 24.8 6.9

Local Government 24.8 41.1 27.2 6.4

______________________________________________________________________________

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Appendix E lists opinions by respondents as to their suggestions for tourism development

in Lincoln County. From Appendix E, many respondents recognize that Lincoln County history

and outdoor recreation activities offer Lincoln County opportunities for tourism development.

Also the growing metropolitan market of Las Vegas is recognized as a major tourism market for

Lincoln County tourism. Of interest is that only 30 percent of the respondents were born in the

state of Nevada and that 29 percent of the respondents have lived in Lincoln County for ten years

or less.

Cross-Tabulation Analysis of Respondents

Being consistent with the University Center Technical Bulletin titled Socioeconomic

Profile East and West Lincoln County Study Areas (Fadali et al., 2004); Lincoln County was

dividing into East and West Lincoln County. East Lincoln County Study Area was defined as

Caliente, Panaca, Pioche, and surrounding area, and West Lincoln Study Area was defined as

Alamo, Hiko, Rachel, and surrounding areas. Cross-tabulation analysis was conducted to

determine if there were statistical differences in responses by respondents from East and West

Lincoln County for questions 1 through 15.

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Table 30. Differences between West and East Lincoln County Attitudes toward Tourism Percent of

Respondents in Agreement

Statement Number West Lincoln

East Lincoln

Significant Difference (.05 level)

1. The tourism industry provides many worthwhile employment opportunities for Lincoln county residents.

75.6% 66.0%

2. Tourism encourages investment in our local economy. 93.8% 85.9% 3. Most of the jobs in the tourism industry are low paying and/or seasonal.

88.1% 85.1%

4. The environmental impacts resulting from tourism are relatively minor.

70.2% 69.4%

5. The overall benefits of tourism outweigh the negative impacts. 83.3% 87.5% 6. Tourists crowd out local residents in good recreation areas. 71.7% 35.7% Yes 7. Tourists are a burden on Lincoln County’s services that we pay for with our taxes.

25.6% 13.1% Yes

8. The quality of life in Lincoln County has improved because of tourism.

45.2% 58.7%

9. Tourists do not pay their fair share for the services they use. 35.7% 21.2% Yes 10. I would prefer that tourists visit our area but not move here. 50.0% 32.8% Yes 11. Increased tourism would help the Lincoln County economy to grow and diversify.

93.3% 92.5%

12. Lincoln County should take steps to restrict tourism development.

14.9% 10.1%

13. It is important that Lincoln County residents be involved in decisions about tourism.

100.0% 98.6%

14. Lincoln County should develop plans to manage the growth of tourism.

93.3% 91.2%

15. The number of jobs produced by tourism is the best measure of success for Lincoln County.

57.8% 70.4%

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For the analysis, strongly agree and agree responses were grouped together as were

strongly disagree and disagree statements. Those who expressed no opinions were not

considered in this analysis.

Both East and West Lincoln County areas tended to be supportive of tourism in Lincoln

County. For example, 80 percent of both areas agreed with the statement that “The overall

benefits of tourism outweigh the negative impacts” and over 90 percent of both areas agreed with

the statement that “Increased tourism would help Lincoln County economy to grow and

diversify”. The only negative statement for which there was strong agreement amongst both

areas was statement 3 which states that “Most of the jobs in the tourism industry are low paying

and/or seasonal”. The strongest agreement among the areas was that nearly 100 percent of

respondents from East and West Lincoln County agreed with statement 13 that “It is important

that Lincoln County residents be involved in decisions about tourism.”

Assuming the sample of Lincoln County residents are random, it was found that there

were significant differences in responses by respondents from East and West Lincoln County for

statements 6, 7, 9, and 10. The statement that had the largest differences in responses from

residents in east and west Lincoln County was statement 6. Statement 6 states that “Tourists

crowd out local residents in good recreational areas”. Approximately 72 percent of East Lincoln

County residents agreed with statement six while only 36 percent in West Lincoln County agreed

with statement six. This difference may be due to the crowding that occurs in Ash Springs in

East Lincoln County. West Lincoln County does not have a similar crowding situation which

may explain the differences in response to statement six. West Lincoln County respondents

significantly agreed more to statement 10 that states “I would prefer that tourist visit our area but

not move here” than East Lincoln County respondents. The cross-tabs indicate that opinions of

tourism in Lincoln County are not homogeneous across the county. There may be difference in

east and west Lincoln County that should be addressed before an overall county tourism plan is

developed and/or initiated.

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CHAPTER 7 – TOURISM TASKS FOR LINCOLN COUNTY

86

Introduction

Precisely defined tasks mean deciding what Lincoln County really wants out of tourism.

Without a set of tasks, Lincoln County will not be able to monitor its tourism efforts. Without

clear tasks, it is difficult for Lincoln County decision makers to select between alternative

tourism projects.

Once tasks have been agreed upon, Lincoln County can develop goals and plans

necessary to achieve them. Community members can decide what needs to be done to

accomplish each task, develop timelines, and assign responsibilities to insure tasks are met.

In June, community meetings were held in Caliente and Alamo to develop tourism tasks.

The results of the tourism attractions and facilities inventory, analysis of socio-economic

characteristics of Lincoln County tourists, presentation of state room tax data, and trends in

Lincoln County socio-economic trends were presented as background materials to meeting

participants. These background materials and conversations between meeting participants

provided impetus formulating tourism tasks in Lincoln County.

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During the June meetings, four major tasks were outlined and shown in Table 31. These

tasks would later be developed into short-term and long-term tourism goals by a Lincoln County

Tourism Committee. Short-term goals are usually attainable in one to two years while long-term

goals would be attainable in two to ten years. For all tasks, the Lincoln County Chamber of

Commerce was designated as the entity to coordinate county activities to achieve those tasks.

The first task covers promotion/marketing of local tourism. For promotion, an

interpretive tourism map is required. This map could be used for local distribution at

commercial establishments and tourism sites and information materials for promotional mailings.

The University Center for Economic Development assisted White Pine County in developing a

White Pine County interpretive tourism map using geographic information system (GIS). A

similar partnership between University of Nevada Cooperative Extension, University Center for

Economic Development, Lincoln County Commissioners and federal land agencies could occur

to develop an interpretive recreational map for Lincoln County.

Also under the promotion and marketing task is the tourism objective of keeping and

expanding upon Lincoln County’s railroad history. Railroad tourism has become a large

segment of tourism in rural America. Lincoln County should ensure that the county’s railroad

history and artifacts are available for current and future tourists.

Other elements under the promotion and marketing tasks are to encourage local

Chambers of Commerce to expand office hours that are convenient to tourists. Given many

tourists travel with pets, the committee encouraged development of places to board pets, either

through public or private sector. Lastly, the state parks, especially Cathedral Gorge, have an

excellent Friday night program. Attendees at the June meeting encourage more night programs

at Cathedral Gorge and night programs at other state parks in Lincoln County.

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Table 31. Stated Tourism Tasks for Lincoln County.

1. PROMOTION/MARKETING – LINCOLN COUNTY CHAMBER OF COMMERCE

a. Railroad history and railroad artifacts b. Good tourism maps c. Local Chambers of Commerce that are open and accessible to tourists d. Place to board pets e. Expand night presentations at Cathedral Gorge

2. INFRASTRUCTURE – LINCOLN COUNTY CHAMBER OF COMMERCE a. Retail and Antique stores for shopping b. Expand business hours of businesses. Tourists need opportunities for late meals

and for late shopping. c. Retail opportunities that are opened d. Post business hours for tourists to see e. Handicap accessibility problems f. Need for elderly public transportation g. Gas stations opened at night h. More and good hotel and motel rooms i. Expand RV spaces j. More camp grounds

3. TOURISM ASSSETS/ENTERTAINMENT – LINCOLN COUNTY CHAMBER OF COMMERCE

a. Movie house needed b. Entertainment opportunities such as the Thompson Opera House c. Evening entertainment d. Good dinner house e. Good place to buy snacks and lunch f. Expand special weekend tourism g. Schedule hiking tours

4. MISCELLANEOUS AND SPECIALIZED – LINCOLN COUNTY CHAMBER OF COMMERCE

a. More family activities b. ATV access to communities c. Something for kids to do separately from kids d. Baby sitting services e. Sporting events

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The second major tourism task cover infrastructure for tourism. Many at the June

meetings expressed the need for expended options and hours of operation by local commercial

businesses. If tourism is expanded in Lincoln County, RV spaces and campgrounds need to

expand for meeting this increased demand. Also many areas of Lincoln County would need to

address handicapped accessibility problems as well as public transportation for elderly tourist.

The third major tourism task addresses tourism assets and entertainment in Lincoln

County. Attendees at the July meeting often expressed the need for a local theater in Lincoln

County. A movie theater would not only be accessible to tourists but also the Lincoln County

populace. A significant tourism asset for Lincoln County was the Thomson Opera House. The

reconstruction and renovation of Thompson Opera House would provide a tourism asset for

plays and conferences for Lincoln County. To enhance and capture tourists who like nature-

based tourism, Lincoln County should schedule and promote hiking tours. This would require

improved trails and means to promote these tours.

The final tourism task falls under the heading of miscellaneous and specialized tasks.

Participants at the June meeting are aware that tourists are primarily families and tourism

demands by children need to be addressed. Also, children activities separate from the parents

would be a potentially successful tourism alternative. Given the on-going Lincoln County

initiative of walking and motorized vehicle trails, the problem of ATV access to communities

needs to be addressed. Some communities in Utah have successfully addressed this issue that

needs to be resolved in Lincoln County. Lastly, weekend sporting events have become a

successful tourism alternative nationally. Lincoln County has sponsored a few sporting events.

Participants at the June meeting encouraged investigation of additional sporting events and how

to improve current sporting events.

For all of these tasks, the federal land management agencies and state parks need to be

included in any Lincoln County goal setting scenario. These federal and state agencies, because

of land ownership and recreational opportunities, can by management decree improve or reduce

Lincoln County tourism activity. For example, the improvement of Ash Springs, which is under

Bureau of Land Management, can greatly affect the tourism activity in Lincoln County. If

Lincoln County residents and businesses are actively included into an Ash Springs tourism plan,

this could increase community relations of the Bureau of Land Management and expand tourism

related activities and benefits not only to the Ash Springs area but Lincoln County in total.

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As stated earlier, participants at the June meetings nominated the Lincoln County

Chamber of Commerce as the entity to coordinate county activities to achieve these tasks. One

coordinated effort would be to take these stated tasks and enumerate short-term and long-term

goals. After enumerating these goals, specific agencies and/or individuals would be designated

responsibility to complete these goals. The University Center for Economic Development and

the University of Nevada Cooperative Extension has offered assistance for goal formulation and

development.

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CHAPTER 8 – CONCLUSIONS

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Major findings of this study will be enumerated below:

I. Introduction

⇒ Nationally, tourism has become a leading economic activity to bring export

dollars in the nation, state and county economics.

⇒ Tourism can be classified as cluster economic development because no one

economic sector can cover tourism. Instead, tourism development requires

numerous private and public economic sectors; such as, hotels, motels,

restaurants, gas stations, campgrounds, federal, state and local government

facilities, etc., to be successfully interlinked to optimally meet the various

tourism demands.

⇒ Internationally, the Travel and Tourism Sector is projected to generate more

than $5.5 trillion in worldwide economic activity and accounts for 10.4

percent of the world economy in 2004.

⇒ In 2004, the Travel and Tourism Sector in the United States is expected to

be the second largest employer with 16.7 million employees, which will be

11.9 percent of total U.S. employment.

⇒ The U.S. Travel and Tourism Sector is expected to generate approximately

$805.4 billion in federal, state, and local government revenues.

⇒ Given these international and national impacts of tourism, many rural

counties and communities have investigated the potential of tourism

development as a goal for economic development and diversification efforts.

⇒ From 1996 to 2003, Lincoln County population declined from 3,983 to

3,749 or a population decrease of 5.87 percent in seven years.

⇒ This population decrease in Lincoln County was not uniformly distributed

across the county. From 1996 to 2003, the communities of Alamo, Caliente

and Panaca realized population increases of 19.22 percent, 5.62 percent and

35.59 percent, respectively. However, the community of Pioche and the

other areas of Lincoln County realized population decreases of 12.02

percent and 20.85 percent, respectively, from 1996 to 2003.

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⇒ Lincoln County realized a population decrease of 16.67 percent of persons

between 20 and 34 years of age. The loss of population in this age group

follows demographic trends of many rural areas. Developing economic

development programs such as tourism may encourage the young people of

Lincoln County to remain in the county.

⇒ Real taxable sales in Lincoln County increased from $19,158,480 in 1996 to

$34,095,254 in 2003 or an approximate 78 percent increase in real taxable

sales. However, between 1996 and 2003 total taxable sales in Lincoln

County have been variable.

⇒ Real taxable sales for economic sectors related to tourism declined from

$3,031,397 in 1996 to $1,928,168 in 2003 or an approximate 36 percent

decrease in real tourism related taxable sales.

⇒ Per capita income for Lincoln County in 2001 was $20,032, which was

approximately 34 percent less than both the state of Nevada’s average

($30,347) and the national average ($30,527).

⇒ Approximately 98 percent of Lincoln County landmass is administered by

the federal government with five state parks. Because of its vast federal

acreage and five state parks, the federal government and state government

are important actors in a Lincoln County tourism plan.

⇒ Given the cyclical nature of Lincoln County’s natural resource industries

(agriculture and mining) and federal military operations (test site and

proposed nuclear waste dump project), the economic diversification and

development plan of tourism development and expansion could become a

priority objective for Lincoln County.

II. Tourism Attractions and Inventory

⇒ Formulation of tourism development objectives requires an inventory of

Lincoln County attractions and facilities.

⇒ Lincoln County has numerous cultural and historical attractions, nature-

based attractions, recreation, special events, and other attractions.

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⇒ For the Alamo Area, the development and expansion of Ash Springs could

expand area tourism and economic activity.

⇒ The Caliente Area has several outdoor tourism attractions such as Rainbow

Canyon.

⇒ For the Pioche Area, there were several cultural heritage attractions such as

the Thomson Opera House and the Million Dollar Courthouse.

⇒ For all of Lincoln County, Highway 93 is a tourism asset and provides

access for the snowbirds going to southern Nevada and Arizona.

⇒ For successful tourism development, many recreational opportunities need

to be developed such as enhancement and expansion of trails.

⇒ For successful tourism development, tourism infrastructure such as public

restrooms, water fountains and motel room need to be expended.

III. Tourism, Marketing and Opportunities

⇒ Using one year of lodging data for northern Lincoln County, zip code data

of visitors was collected.

⇒ Using zip code data and Geographic Information System (GIS) software,

prospecting for tourists to Lincoln County was completed.

⇒ GIS provided an avenue of profiling tourist to Lincoln County by drive

time.

⇒ Also using secondary socio-economic data resources, demographics of

current visitors to Lincoln County could be derived.

⇒ From hotel and motel zip code records, the zip code with most number of

visits was the area covered by the Kearns, Utah zip code. Demographics of

the Kearns area are very different from the Caliente and Pioche areas.

Kearns area is made up primarily of younger families with higher incomes

and median housing values than the Caliente and Alamo areas.

⇒ Using outdoor expenditure data from ESRI of persons living in the Kearns,

Utah zip code, these expenditures on outdoor recreation activities, fees and

equipment are higher than the national average. The expenditure profile of

the Kearns area tourists meets the profile of the nature-based tourism.

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⇒ An example analysis of tourism impacts was shown using lodging tax

revenue and a tourism budget from the University of Nebraska. In 2003,

Lincoln County collected $45,518.35 in lodging taxes. With a lodging tax

rate in Lincoln County of five percent, it was estimated that total lodging

expenditures would be $910,367 in 2003. Using the Nebraska tourism

budget, total tourism expenditures in Lincoln County were estimated to be

$3,153.332 in 2003. Of the $3,153,332 of tourism expenditures, it was

estimated that direct expenditures in Lincoln County would be $2,060,000.

Using the Lincoln County input-output model, it was estimated that total

economic activity, employment and household income impacts would be

$2,645,000, 76 employees and $887,600 respectively.

⇒ If tourism questionnaires were developed and administered, Lincoln County

would be able to estimate tourism expenditure in the county. Also, tourism

questionnaires could be developed for specific tourism events and act ivies

to derive specific economic impacts to the Lincoln County economy from

selected tourism events and/or activities.

⇒ The rules of successful tourism developed by Roger Brooks were

enumerated.

IV. Community Forums

⇒ In November and January community forums were held in Alamo, Caliente,

and Pioche. Topics covered in these forums were a view of a specific

community’s history, enumeration of community strengths, and participant

vision of tourism development.

⇒ For all three communities, railroads, mining, and military operations greatly

impacted the economy of these three areas. After World War II, the test site

had significant impacts on the county economy. With reductions in test site

activities, Lincoln County has looked to tourism as an economic

development re-diversification alternative.

⇒ For all three communities, smallness was identified as a strength and this

could be advantageous to visitors from large metropolitan communities.

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⇒ For the Alamo Area, Highway 93 and Ash Springs were listed as strengths.

For Caliente and Pioche, the area climate, no “red lights” (no congestion),

history, state parks, and outdoor recreation opportunities were commonly

listed strengths. Caliente listed several unique strengths such as Lincoln

County’s only city and Pioche is the county seat.

⇒ For the community of Alamo, participant vision expressed were the need to

develop Ash Springs, local businesses meeting demands of tourists, and

being a tourism draw for resident from Las Vegas. Caliente participant

vision were the development of Rainbow Canyon Road, Kains Springs,

expanding rodeo facilities, enhancing outdoor recreation, educating tourists

about outdoor recreation opportunities or developing retail and service

sector to meet tourist demands. Visions expressed by Pioche participants

were becoming a tourism draw for Las Vegas residents, developing a series

of festivals and organized tours, develop ways to market the five state parks

in Lincoln County, expand local commercial sector to meet tourism

demands, reconstructing/renovating the Thompson Opera House,

developing ATV trails, encouraging local business and government officials

as to tourism development, creating cottage industries linked to tourism, and

developing a schedule of all tourism events in Lincoln County that could be

accessible to tourists outside the county.

⇒ In all three communities, participants were asked as to tourism implications

to economic development in Lincoln County. In all communities

participants recognized that tourism would potentially help in stabilizing the

local economy. Also, expanding the local tourism industry could capture

expenditures of tourists passing through the county. Both Alamo and

Pioche participants recognized that the development of Ash Springs would

greatly impact tourism economic activity in Lincoln County. For Alamo,

participants recognized that expansion of local tourism base would greatly

enhance Lincoln County economic development. For Caliente, the

development of an RV market, marketing state parks, developing linkages to

the Las Vegas market, and marketing unique Lincoln County recreational

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opportunities would enhance Lincoln County economic development.

Participants at the Pioche workshop recognized that tourism development

would encompass or increase sales tax collections, enhance state

government participation in marketing the five state parks, increase the

number of campgrounds, repair Echo Lake, develop a positive attitude to

tourism, and expand marketing of Lincoln County.

V. Local Perceptions as to Tourism Developments in Lincoln County

⇒ A random telephone survey of 202 Lincoln County residents was

administered in June 2004.

⇒ Information from the random survey provides a baseline from which to

build a broad network of support for and participation in the tourism

assessment task formulation and implementation process.

⇒ Approximately 65 percent of respondents strongly agreed and agreed that

tourism would provide worthwhile employment opportunities in Lincoln

County.

⇒ Approximately 80 percent of Lincoln County residents strongly agreed and

agreed that the positive benefits of tourism in Lincoln County would

outweigh the negative impacts.

⇒ Approximately 88 percent of Lincoln County respondents strongly agreed

and agreed that tourism would help the Lincoln County economy.

⇒ Approximately 97 percent of the respondents strongly agreed and agreed

that Lincoln County residents should be involved in any tourism plan. This

was an expressed objective of this study that resident participation be

encouraged. Also, federal government and state agencies may want to

incorporate Lincoln County representation in any new tourism development

in order to encourage viability and support of a new tourism project.

⇒ Lincoln County respondents significantly perceived the Tourism/Recreation

sector as the sector having the highest potential for economic growth in

Lincoln County.

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⇒ Cross tabulation analysis was conducted to determine if any statistical

differences in opinions was evident for East Lincoln County (Caliente,

Panaca, and Pioche areas) and West Lincoln County (Alamo, Hiko, and

Rachel areas).

⇒ Cross tabulation results found that West Lincoln County respondents

statistically agreed more with the statement that tourist were crowding local

residents out of recreational areas than East Lincoln County respondents.

This response maybe due to the crowded conditions that often exists at Ash

Springs.

VI. Tourism Tasks for Lincoln County

⇒ Precisely defined tasks mean deciding what Lincoln County really wants

out of tourism.

⇒ A set of tasks will help Lincoln County monitor its tourism efforts.

⇒ Once tasks are developed, short-term and long-term tourism goals in

Lincoln County can be enumerated.

⇒ The first task covered promotion and marketing for local tourism. To

achieve this task, an interpretative map could be developed enumerating and

detailing various tourism sites. The map could be used for local distribution

at commercial establishments and tourism sites and as information for a

promotional mailing. This interpretative map could be achieved by working

with Lincoln County Commissioners and the University Center for

Economic Development. With an interpretative map, excellent signage

would be beneficial. Not only signage along the highway but informative

signage at recreational areas would be beneficial to Lincoln County tourism.

⇒ A second task would cover infrastructure for tourism. Many at the June

meeting expressed the need for expanded options and operation hours by

local commercial sector. This could be achieved through customer service

programs by the Nevada Small Business Development Center. Other

infrastructure such as expansion of RV spaces, accessibility for handicapped

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and elderly transportation would require capital investments and

government grant support.

⇒ The third task addressed tourism assets and entertainment in Lincoln

County. Participants expressed a need for a local theater. Theater

reconstruction and renovation are currently underway in Caliente and the

Thompson Opera House in Pioche. To capture demands of nature-based

tourists, the development of trails and hiking tours should be encouraged.

Since most of the trails are on federal lands and state parks, enlisting the

assistance of federal and state government is essential to meet this task.

⇒ The final task covered miscellaneous and specialized tasks. Participants at

the June meeting were aware that tourist are primarily families and having

activities for children are essential. This would entail a feasibility study and

would need participation by both federal and state agencies. Given ATV’s

would be used on outdoor trails, ATV access to communities needs to be

addressed. Lastly, sporting events are becoming an important segment of

tourism. Therefore for Lincoln County, expanding its sporting events either

by sponsorship or complexes would be beneficial to county tourism

objectives. However because of limited county funds, expansion of sporting

facilities would require grants from federal and state government agencies.

⇒ The local group selected to coordinate these tourism tasks was the Lincoln

County Chamber of Commerce.

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REFERENCES

ESRI. “Business Information Solutions”, LaJolla, California, 2004.

Fadali, E., T. Harris, B. Borden, M. Havercamp. Socioeconomic Profile for East and West

Lincoln County Study Areas. University Center for Economic Development, University

of Nevada, Reno, Technical Report UCED 2004/05-05, April 2004.

Harris, T., G. Borden, and M. Havercamp. Analysis of Socio-Economic Data and Trends for

Lincoln County: Part I. University Center for Economic Development, University of

Nevada, Reno, Technical Report UCED 2004/05-01, April 2004a.

Harris, T., J. Hardcastle, G. Borden, and M. Havercamp. Analysis of Socio-Economic Data and

Trends for Lincoln County: Part IV: Current and Future Employment, Output, and

Occupation Forecasts. University Center for Economic Development, University of

Nevada, Reno, Technical report UCED 2004/05-12, June 2004b.

Hill, B. Estimating Tourism’s Economic Impact in Nebraska Counties. University of Nebraska

Cooperative Extension, Lincoln, Nebraska, Consumer education, D-23, 1999.

Holland, D., H. Geier, and E. Schuster. Using IMPLAN to Identify Rural Development

Opportunities. U.S. Department of Agriculture, U.S. Forest service, Intermountain

Research Station, General Technical Report INT-GTR-350, 1997.

Minnesota IMPLAN Users’ Group Inc., IMPLAN Pro Users’ Guide: Analysis Guide and Data

Guide, Minnesota IMPLAN Users’ Group: Stillwater, Minnesota, 2000.

State of Nevada Department of Employment, Training, and Rehabilitation. County Labor Force

Data. Employment Research Division: Carson City, Nevada, Various Issues.

State of Nevada Department of Taxation. Sales and Use Taxes. Carson City, Nevada, Various

Issues.

U.S. Department of Commerce. Regional Economic Information System. Bureau of Economic

Analysis: Washington, D.C., 2004.

U.S. Department of Commerce. Table DP-1, Profile of General Demographic Characteristics:

2000. Bureau of Census: Washington, D.C., 2001.

University of Wisconsin. Rules for Successful Tourism Marketing: Summary of Presentation by

Roger Brooks, University of Wisconsin Extension service: Madison, Wisconsin, Let’s

Talk Business Issue 92, April 2004.

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APPENDIX A:

TOURISM ATTRACTION AND

FACILITY INVENTORY FORM

FORM #1 TOURISM ATTRACTIONS INVENTORY RATING: L = Local W = Weekend D = Destination U = Undeveloped

# Cultural and Heritage Attractions Rating Comments

Archaeological sites L W D U

Battlefields and old forts L W D U

Birthplaces/homes of famous people L W D U

Buildings of architectural interest L W D U

Burial grounds L W D U

Churches, synagogues, temples L W D U

Early settlements L W D U

Ethnic celebrations L W D U

Exhibits L W D U

Folklore programs L W D U

Historic districts L W D U

Historic theatres & opera houses L W D U

Historical tours L W D U

Interpretive centers L W D U

Landmarks L W D U

Libraries L W D U

Mining camps L W D U

Memorials and monuments L W D U

Museums L W D U

Reenactment of events L W D U

Ruins L W D U

Walking tours L W D U

Other L W D U

Other L W D U

Please add more rows to this table if you have additional items that do not fit on this form.

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FORM #1 TOURISM ATTRACTIONS INVENTORY RATING: L = Local W = Weekend D = Destination U = Undeveloped

# Nature Based Attractions Rating Comments

Bird watching areas L W D U

Canyons, caves, gorges L W D U

Deserts L W D U

Environmental programs L W D U

Geological formations L W D U

Mountains, hills, cliffs L W D U

Nature trails L W D U

Natural lookout points L W D U

Star gazing sites L W D U

Wildlife sanctuaries/refuges/preserves L W D U

Wilderness areas L W D U

Other: L W D U

Other: L W D U

Other: L W D U

Please add more rows to this table if you have additional items that do not fit on this form.

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FORM #1 TOURISM ATTRACTIONS INVENTORY

RATING: L = Local W = Weekend D = Destination U = Undeveloped

# Recreation Rating Comments

Bicycling L W D U

Bird watching L W D U

Camping L W D U

Dude ranches L W D U

Hiking, walking L W D U

Horseback riding L W D U

Hot air ballooning L W D U

Hunting L W D U

Local parks L W D U

Marathons and triathlons L W D U

Mountain climbing L W D U

Picnic areas L W D U

Playgrounds L W D U

Racing and regattas L W D U

Rock climbing L W D U

Rock/mineral hunting L W D U

Running areas L W D U

Skeet/trap shooting L W D U

Skiing L W D U

Snowmobiling L W D U

Sledding L W D U

Spelunking L W D U

Swimming L W D U

Square dancing L W D U

Tennis L W D U

Zoos L W D U

Other L W D U Please add more rows to this table if you have additional items that do not fit on the form provided.

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FORM #1 TOURISM ATTRACTIONS INVENTORY RATING: L = Local W = Weekend D = Destination U = Undeveloped

# Special Events Rating Comments

Air show L W D U

Antique auto show L W D U

Auto racing L W D U

Barbecues, special food events L W D U

Dance and opera productions L W D U

Food festivals and tasting events L W D U

Holiday celebrations, festivities L W D U

Home and artisan studio tours L W D U

"Learning" vacation like Elderhostel L W D U

Local theater L W D U

Motorcycle racing L W D U

Music festivals, concerts L W D U

Parades L W D U

Religious/spiritual observances L W D U

Rodeos L W D U

Sports events L W D U

Symphony and orchestra performances L W D U

Tractor pulls L W D U

Turkey shoots L W D U

Workshops, seminars, retreats L W D U

Other L W D U

Please add more rows to this table if you have additional items that do not fit on this form.

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FORM #1 TOURISM ATTRACTIONS INVENTORY RATING: L = Local W = Weekend D = Destination U = Undeveloped

# Other Attractions Rating Comments

Bed and Breakfasts L W D U

Country inns L W D U

Dude ranches and farm stay facilities L W D U

Government buildings L W D U

Locally prepared and packaged food specialties L W D U

Railroad depots L W D U

Railway rides L W D U

Retreat and learning centers L W D U

Scenic highways L W D U

Settings for movies, television L W D U

Unusual buildings L W D U

Local oddities (the best, worst) L W D U

The first of its kind L W D U

The only of its kind L W D U

The highest/lowest L W D U

The oldest L W D U

Other: Camel Races L W D U

Other: Mountain Oyster Festival L W D U

Please add more rows to this table if you have additional items that do not fit on this form.

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FORM #2 ACCESSIBILITY INVENTORY As appropriate, circle your answer, write in numbers, and add comments in blank spaces provided.

QUESTIONS

What modes of transportation do most visitors to your town use?

Car Plane Train Bus

Other: specify _______________

Do you have opportunities to develop other transportation modes to enhance your linkages with markets?

Yes No

Are there major highways leading to your community? Yes No

Are the highway signs directing visitors to your community adequate? Yes No

Do these signs present a positive image of your community? Yes No

Are local attractions well marked and easy to find? Yes No

Where and how far is the nearest airport with regularly scheduled commercial service?

What is the frequency of air service? # of days per week:

# of times per day:

Can debarking passengers connect easily with other transportation? (taxis, rental cars, transit buses) Yes No

Are charter services available to your area? Yes No

Is regular bus service available? Yes No

What is the frequency of bus service? # of days per week:

# of times per day:

Can debarking passengers connect easily with other transportation? Yes No

Is regular train service available? Yes No

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What is the frequency of train service? # of days per week:

# of times per day:

Can debarking passengers connect easily with other transportation? Yes No

Is there a visitors’ information center or place where information can be distributed? Yes No

Is the information center easily accessible for vehicles of all sizes? Yes No

Is parking available for RVs in your community? Yes No

Is there an RV dump station easily accessible? Yes No

Questions derived from: Montana Tourism Primer; Colorado Community Tourism Action Guide; and Marketing Your Community: A Marketing Plan Workbook for Attracting Retirees as an Economic Diversification Strategy.

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FORM #3 OTHER PUBLIC SERVICES/FACILITIES INVENTORY Answer the following questions to the best of your group's knowledge.

QUESTIONS COMMENTS

Does your community have an adequate number of public restrooms for visitors? yes no

Are the public restrooms well maintained/clean? yes no

Does your community have public water fountains? yes no

Are the water fountains well maintained and clean? yes no

Can the local water supply for drinking and bathing handle increased use by visitors? yes no

Is the local water supply of a quality acceptable to visitors (taste, smell, color)? yes no

Does your community have public waste and recycling receptacles adequately placed to handle increased trash?

yes no

Are the trash and recycling receptacles well maintained/emptied frequently? yes no

Are streets & public areas kept clean? yes no

Can local roads handle more use without becoming too congested? yes no

Can local roads handle more traffic under the current maintenance budget and schedule? yes no

Can local parking spaces meet the needs of residents and visitors? (all types of vehicles, including RV’s) yes no

Is emergency road service available? yes no

Can visitors get emergency health care in your community? yes no

If not available locally, how far is it to the nearest hospital?

# of miles: time to travel to hospital:

Is ambulance service available in the area? yes no

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APPENDIX B:

DETAILED ESRI RECREATIONAL EXPENDITURES FOR

KEARNS, UTAH

CALIENTE, NEVADA

AND

PIOCHE, NEVADA ZIP CODE AREAS

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113

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APPENDIX C:

EXAMPLE TOURIST QUESTIONNAIRES

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Example questionnaire is a modified version courtesy of Chuck Nozika. Dear Lincoln County Area Visitor; The Lincoln County Chamber of Commerce is sponsoring this survey to help us plan for the future of tourism in Lincoln County, Nevada including the towns of Rachel, Alamo, Caliente, and Pioche. Your answers on this questionnaire will provide us with information that is not available from any other source. All responses will be used for statistical purposes only and will be kept strictly confidential – you will not be contacted for any marketing or sales purposes as a result of this survey. A private consultant in cooperation with volunteers from The Lincoln County Chamber of Commerce and //// will compile the survey results. To show our appreciation we have provided the donated prize drawing. Thank you for your help, The Lincoln County Chamber of Commerce Please answer the following questions about your visit to Lincoln County, Nevada – most require a simple check response and the entire questionnaire should only take about 10 to 15 minutes to complete.

YOUR TRAVEL NEEDS IN GENERAL 1. Thinking about your needs when visiting destinations in general, please rate the following.

Very Important

Somewhat Important

Neutral

Somewhat Unimportant

Very Unimportant

Don’t Know

Value, cost of visit Friendly, helpful people Areas to stroll, walk in the town Outdoor activities Lack of crowds Shopping opportunities Climate/weather Availability of commercial lodging Quality of commercial lodging Restaurants Proximity to outdoors, public lands Historic districts / downtown Museums, cultural sites

YOU MAY WIN ONE OF THESE FOUR PRIZES!

A two night stay at /// A two night stay at ///

Two dinners at /// Two tickets to ///

Prizes donated by Lincoln County Chamber of Commerce

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Entertainment, festivals, events Scenic beauty

(Continue)

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ABOUT YOUR VISIT TO LINCOLN COUNTY, NEVADA 2. Is this your first visit to Lincoln County, Nevada?

Yes No

3. What information sources did you use to plan for this trip? (Please check all that apply) Newspaper article Magazine article Recommendation of friend or relative Newspaper ad Magazine ad Great Basin National Park information The Internet Road signs U.S. Forest Service Nevada State Parks Brochure Bureau of Land Management Direct call to hotel/motel TV/radio Know from previous trip Chamber of commerce Other (please specify) _________________________________ 4. Please go back to Question #3 and circle the single information source that was most helpful to you. 5. Overall, how much did you plan for this trip, before you left home? (Please check one) More than six months in advance Within the past few weeks One to six months in advance Little or no planning, gather information as we go 6. What is the primary purpose of your trip? (Please check one)

Vacation/pleasure travel Business Visit

friends/relatives Combined business and pleasure Personal/family affairs/medical 7. Will you stay overnight in Lincoln County, Nevada during this trip?

No, this is a day visit (Please skip to Question #9) No, I am staying overnight elsewhere in the Southeastern Nevada region (Please skip to Question #8) Yes 8. Where in the Southeastern Nevada region will you be staying overnight during this trip? Las Vegas, Nevada Great Basin National Park St. George or Cedar City, Utah Ely, Nevada

2a. How many times have you visited Lincoln County within the past two years? ___ ___ Number of previous visits 2b. During what seasons have you previously visited Lincoln County, Nevada? Winter Spring Summer Fall

6a. What local accommodations will you use? Stay with friends or relatives Hotel/motel/B&B Camp/ RV/ 5th wheel Other (Please Specify)_________________________ 6b. How many nights will you stay in Lincoln County, Nevada this trip? ___ ___ # of nights

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None, only visiting Lincoln County Other (Please Specify) _____________________________

9. How many people are in your immediate travel party for this trip to Lincoln County Area? (Please do not

include other members of an organized group tour) ___ ___ # Adults age 18 or over ___ ___ # Children under age 18

(Continue) 10. Please check those activities that you will do in Lincoln County, Nevada during this trip? (Please check

all that apply) Just relax Visit historic sites Walking in towns Shopping Gaming/gambling Off road vehicle use

(ATV/motorcycle/4x4) Dining Bicycling (paved surfaces) Mountain biking (not on paved surfaces) Horseback riding Camping Attend special event, festival Hiking Jogging, running Nature study/wildlife viewing Driving for pleasure Rock climbing Other (Please Specify)

_________________________ 11. Please go back to Question #8 and circle your single favorite activity in Lincoln County, Nevada this

trip. 12. Please list any activities that you would like to pursue but were not available in Lincoln County,

Nevada.

13. What other destinations besides Lincoln County do you plan to visit during this trip?

YOUR EXPERIENCE IN LINCOLN COUNTY, NEVADA

14. Thinking about this trip to Lincoln County, Nevada, please rate your experience with the following.

Excellent

Very Good

About Average

Disappointing

Very Poor

Don’t Know

Value, cost of visit Friendly, helpful people Areas to stroll, walk in the town Outdoor activities Lack of crowds Shopping opportunities Climate/weather Availability of commercial lodging Quality of commercial lodging

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Restaurants Proximity to outdoors, public lands Historic districts / downtown Museums, cultural sites Entertainment, festivals, events Scenic beauty

15. What is the likelihood that you will visit Lincoln County again within the next year? 100% (definitely) 75% (probably) 50% (maybe) 25% (unlikely) 0% (will not return)

(Continue)

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YOUR ESTIMATED TRAVEL EXPENSES 16. During this trip how much will your immediate traveling party spend in Lincoln County, Nevada?

(Please estimate as closely as possible and include all of your expenses in Lincoln County, Nevada)

INFORMATION ABOUT YOURSELF 17. What is your gender? Male Female 18. What is your age? ___ ___ 19. Which of the following best describes your household? Household with children Couple, no children Empty-nester, children no

longer at home Single, no children Multiple adults, no children 20. What was your total household income (before taxes) in 2002? Under $20,000 $20,000 to $29,999 $30,000 to $39,999 $40,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 or more decline to state 21. Which of the following ethnic background best describes your household? Mexican-American Other Hispanic African-American/Black American Indian Caucasian/White Asian/Pacific Islander other __________________ decline to state 22. Where is your primary place of residence?

California (Please specify county_____________________) Nevada (Please specify county ______________________) Utah (Please specify county ______________________)

$___ , ___ ___ ___ . ___ ___ Lodging expenses $___ , ___ ___ ___ . ___ ___ Food and drink expenses $___ , ___ ___ ___ . ___ ___ Shopping and gift expenses $___ , ___ ___ ___ . ___ ___ Transportation expenses (gasoline, other car services, etc.) $___ , ___ ___ ___ . ___ ___ Other expenses in Lincoln County, Nevada

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Other USA (Please specify state _____________________) Other Nation not USA (Please specify nation _____________________) 23. What things could be done to encourage you to visit Lincoln County in the future?

Thank you for your help! Please fill out the following information if you want to participate in the prize drawing. We will not use this information for any other purpose.

Name: City/zip: Address: Phone/email:

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APPENDIX D:

TELEPHONE SURVEY OF LINCOLN COUNTY

RESIDENTS

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Lincoln County Resident Opinion Survey on Lincoln County Tourism Development

Good morning (afternoon or evening) Mr. (Mrs.) __________________. As you know, Lincoln County has gone through some “boom-bust” economic cycles lately. One possible avenue for future economic growth and diversification for Lincoln County is local tourism development. The Lincoln County Commissioners are sponsoring a study to derive tourism opportunities in Lincoln County. However, before considering tourism opportunities, we need the opinions of Lincoln County citizenry as to the strategy of tourism development. I was wondering if you would participate in this citizen opinion survey. The survey will take only 15 minutes to complete.

• If respondent says NO – Thank you for your time. End Survey as a Did Not Participate.

• If respondent says YES – For the opinion survey, please remember that a “tourist” refers to a visitor to Lincoln County who lives outside the county.

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PART I Please indicate the amount you agree or disagree with each of the following statements about tourism in Lincoln County. There is no right or wrong answer; we only want your opinions. Please indicate if you Strongly Agree, Agree, Disagree, or Strongly Disagree with each statement. If you have not formed an opinion about this issue, please indicate as “No Opinion.” Strongly

Disagree Disagree Agree Strongly

Agree No

Opinion 1. The tourism industry provides many worthwhile employment opportunities for Lincoln County residents.

2. Tourism encourages investment in our local economy. 3. Most of the jobs in the tourism industry are low paying and/or seasonal.

4. The environmental impacts resulting from tourism are relatively minor.

5. The overall benefits of tourism outweigh the negative impacts.

6. Tourists crowd out local residents in good recreation areas. 7. Tourists are a burden on Lincoln County’s services that we pay for with our taxes.

8. The quality of life in Lincoln County has improved because of tourism.

9. Tourists do not pay their fair share for the services they use. 10. I would prefer that tourists visit our area but not move here.

11. Increased tourism would help the Lincoln County economy to grow and diversify.

12. Lincoln County should take steps to restrict tourism development.

13. It is important that Lincoln County residents be involved in decisions about tourism.

14. Lincoln County should develop plans to manage the growth of tourism.

15. The number of jobs produced by tourism is the best measure of success for Lincoln County.

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PART 2. Role of Tourism in the Lincoln County Economy In your opinion, which of the following economic sectors provide high, moderate, low, or no opinion potential for future economic development in Lincoln County?

Sectors High Moderate Low No Opinion

Agriculture Mining Tourism/Recreation Manufacturing Retail Sales Federal Government State Government Local Government Compared to other local economic sectors, should tourism receive smaller, same, greater, or no opinion level of support and planning resources as the Lincoln County economic sectors I will list:

Sectors Smaller Same Greater No Opinion

Agriculture Mining Manufacturing Retail Sales Federal Government State Government Local Government

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PART 3. Your Opinion on Tourism A local committee is assessing opportunities for tourism development in Lincoln County. Could you please offer any ideas or suggestions you may have for tourism development projects in Lincoln County? ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ PART 4. About You Next, we would like to ask you some questions about your household. None of the information here will be linked in any way to you. However, all of this information is important in tabulating meaningful results. 1. What is your gender? _________ Male ________ Female 2. What is your age? ____________ Years 3. Were you born in Nevada? _________ Yes _________ No 4. How many years have you lived in Nevada? ____________ Years 5. How many years have you lived in Lincoln County? ____________ Year 6. How many individuals are in your household, including yourself? ____________ 7. If you have children, how many are under 16 years of age? ____________ 8. What community in Lincoln County do you live in? ____________ Alamo ____________ Hiko ____________ Caliente ____________ Rachel ____________ Panaca ____________ Other: _______________________

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9. What is the zip code of your residence? ____________ 10. What is your occupation? _______ Sales/Retail _______Government Employee _______ Casino/Hotel _______ Other Industry _______ Mining _______ Student _______ Farming/Ranching _______ Domestic (housewife) _______ Professional (lawyer, banker, etc.) _______ Other: ________________ 11. Please describe your employment status. _______ Employed Full-Time _______ Not in Labor Force _______ Employed Part-Time _______ Retired _______ Unemployed Between Jobs _______ Student _______ Unemployed, But Looking 12. Household income is typically an important factor in a person’s opinion of tourism as an economic development or diversification strategy. Income allows us to group your responses with others. Please remember your name will not be used in any way relating to your response. Please indicate your approximate 2003 household income, including interest, rents, and dividends and/or retirement before taxes. _______ Less than $10,000 _______ Between $70,000 and $99,999 _______ Between $10,000 and $24,999 _______ Between $100,000 and $149,999 _______ Between $25,000 and $39,999 _______ Between $150,000 and $200,000 _______ Between $40,000 and 69,999 _______ More than $200,000 Thank you for your time and opinions. Your opinions and information will be held in strict confidence. There will be two workshops held in Lincoln County to develop short-run and long-run tourism plans. These workshops will be held on June 16 in Caliente and June 17 in Alamo. Specific place and time will be announced later. Thank you again. Your opinion will be used in formulating a strategic tourism plan in Lincoln County.

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APPENDIX E:

LINCOLN COUNTY RESPONDENT OPINIONS FOR

TOURISM DEVELOPMENT FROM TELEPHONE

SURVEY

A local committee is assessing opportunities for tourism development in Lincoln County. Could you please offer any ideas or suggestions you may have for tourism development projects in Lincoln County? A few new AMPM establishments--Especially on main roads. Provide additional facilities for people to parktheir rigs.--Camping,Tourists --RVS or motor homes. Maybe more motel rooms. A large camping area for RVS and campers. A TRAIL SYSTEM FOR OFF-ROAD VEHICLES. ADVERTISE WHAT GENERATIONS KNOW ABOUT. THERE IS A CAVE NORTH OF HERE AND THEY DO NOT WANT TOURIST TO KNOW ABOUT. Advertise, put in golf course . Push the ghost town. ADVERTISE. LOCAL PEOPLE WELCOME TOURISTS IN. THEY INCREASE THE STATE PARKS. REPAIR THE LEAK IN ECHO RESEVOIR. ADVERTISING. NOT ONLY OUR PAPER, BUT MAYBE ALL OVER NEVADA, ESPECIALLY LAS VEGAS. ASH SPRINGS DEVELOPMENT,TURN IT INTO A PUBLIC PLACE. ATTEMPT TO EDUCATE THE RESIDENTS OF LICOLN COUNTY AS TO THE POSTIVE EFFECTS TOURISM WOULD HAVE ON THEIR WELL BEING.PIOCHE IS ONE OF THE THREE MOST HISTORIC AREAS IN THE WHOLE STATE OF NEVADA. BETTER FUNDING FOR PEOPLE TO START BUSINESSES. BETTER INFORMATION BASE FOR CAMPING AND OTHER ACTIVITIES.HAVE A DESINATED PARK,ATV,AND PLAYGROUND AREAS.MORE INFORMATION ABOUT HISTORICAL,MAPS AND SO FORTH.ENCOURAGE MOTELS,RESTAURANTS,AND STORES. Better parks control for tourists and the time limits of use. I would like to see it be developed and used by the local people, instead of being trashed by outside people. BETTER RESTAURANTS. EASIER ACCESS TO PARKS. ADVERTISEMENT. BOAT ACCESSABLE TO BEAR DAM, IN RAINBOW CANYON AREA IMPROVE ROADS BOTTLE DIGGING IN THE OLD DUMPS, CREATE OLD HISTORICAL AREAS BRING IN ADDITIONAL BUISNESSES,FOR TOURISTS TO SPEND MONEY ON. BRING THE TRAIN BACK,TRY TO ADVERTISE MORE OF OUR CLIMATE,AND THE THINGS TO DO LIKE OUR PARKS,FISHING,HUNTING,CAMPING. BUILD TRAILS FOR FOUR WHEELERS CASINO RESORTS,GOLF COURSES. CERTAIN RELIGIOUS FACTOR'S CONTROL OF THIS COUNTY HAS RUINED THIS COUNTY'S POTENTIAL FOR ECONOMIC GROWTH AND IF THEY KEPT OUT OF IT LINCOLN COUNTY WOULD BE BETTER OFF. CONTINUE WORKING ON THE ATV TRAIL. CONTINUE W/ UPGRADING STATE PARKS. MORE ADVERTISING IN LARGER MARKET AREAS SUCH AS 4TH JULY IN CALIENTE,LABOR DAY-IN PIOCHE, COUNTY FAIR-PANACA. COUNTY SHOULD TAKE AN ACTIVE ROLE IN PRESERVING HISTORICAL FEATURES INSTEAD OF LETTING IT GO. DECENT DINNER. DEVELOP OUR PARKS MORE--LIKE CATHEDRAL GORGE. DUDE RANCHES WITH VARIOUS ACTIVITIES LIKE HORSE TRAILS IN MOUNTAINS, FISHING, BACK-PACKING. encourage more people to come to lincoln county to see the wildlife ares and scenic areas.Build memorabilia store.Advertise local area on local stations.. Encourage small businesses to be established. Any little way of increasing the economy. One little store that had alot of the different products combined. Event oriented things trails- bike rides. EVERY ONE OUTSIDE LINCOLN CO WORKS 5 DAYS A WEEK AND WE DON'T WANT TO BE ENTERTAINING ON SUNDAYS NOT AN INVITING ATMOSPHERE EXPLORING THE HISTORICAL VALUE OF THE COUNTY FOR THE PROMOTION OF TOURISM.FINDING WAYS TO ENSURE THAT THE TOURIST THAT DO ATTRACT LEAVE MORE MONEY IN LINCOLN FOR EXAMPLE RETAIL OPPORTUNITIES.

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FAMILY ORIENTED! MORE ACCESS FOR HIKING AND STUFF OF THAT NATURE. DEVELOPED TRAILS FOR BIKING. LOW IMPACT OF THE ENVIRONMENT. FIX THE ECHO LAKE, THE STATE PARK. FUNDS TO BUILD UP THE COMMUNITY Golf courses and motel rooms. Then general improvement of the parks and recreation areas. GOOD GOLF COURSE, MORE WESTERN STUFF, HIKING TRAILS, HORSE TRAILS, HAVE A CLEANER, WELL KEPT TOWN, FOR A NICER PLACE TO VISIT. NEED INFORMATION STATIONS. HISORIC SITES,LIKE OLD MINES. HISTORIC TOURS, 4WD TOURING TRAILS Historical aspects. Hunting leases,Fishout ponds,organized trail rides,horseback riding.Wild horse catching. I've seen alot of different nationalities here visiting. There is alot of potential ,foreign magazines to Japan and germany or wherever promoting the area.I think little hotel rooms are a drawback.. I SUGGEST TO DEVELOP THE GHOSTTOWN WE HAVE. HUNTING AND FISHING NEEDS TO BE DEVELOPED. TRAILS TO THE INDIAN RIDING. I think camping and fishing would help develop it more.More motorcycle races. I think if they would promote and advertise the outdoor activities in the area.. I think they should have more softball games.There used to be thousands but the police used it to their advantage and arresteda lot of people.Now there are about half as many people as used to come. I THINK WE SHOULD HAVE A TOUR BUS. LIKE IN CALIENTE, SEE AMTRACK STOP AGAIN, AND SET UP TOURISTS THROUGHOUT THE COUNTY. WOULD BE GREAT TO SEE THE OLD HOTEL IN CALIENTE BECOME SOMETHING. I WOULD LIKE TO SEE A GOLF COURSE. I THINK THAT WOULD HELP TOURISM ALOT. IF RULES ARE GOING TO BE PASSED AND STANDARDS ARE GOING TO BE MET, I THINK THE BUILDING DEPARTMENT WAS A GOOD THING AND I THINK WE SHOULD GET IT BACK. IMPROVEMENT ON WATER HOOKS FOR HOUSING DEVELOPMENTS INCREASE THE FISHING Infostructure is the problem. JEEP TOURS.(OFF ROADING) HIKING, FISHING, CAMPING. KEEP THE DURBYS,BRING IN MORE BUISNESSES,THEY SHOULD BRING IN ANOTHER CELLULAR SERVICE PROVIDER. LARGER BROCHER,FOR THE PLACES THAT PEOPLE CAN GO AND SEE. LITTLE BETTER COORDINATION BETWEEN STATE, FEDERAL AND LOCAL GOVERNMENT. Locate all the petrigliff sights, change the way the police handle the traffic. Maybe they could advertise local eventsand activities more. More advertising endorsments. MORE ADVERTISMENT MORE AND LARGER PARKS AND RECREATION PROJECTS More buisnesses, hotels, restaurants ect. MORE BUISNESSES.WE NEED SOME INDUSTRY HERE. More campgrounds. More motorcycle and 4 wheel racing.. MORE CAMPING AREAS MORE MOTELS. NEED RESTAURANTS AND PLACES TO SAY. MORE PLACES TO SHOW THEM LIKE A FOUR-WHEEL RIDE IN THE MOUNTAINS. NEED TO OPEN THE TOWN UP. NEED TO SEE HOW MUCH ITS GOING TO HELP THE PEOPLE NOT NECESSARY THE BUSINESSES.IT NEEDS ORGANIZATION TO HELP GROW AND FOLLOW THROUGH.THEY HELP THE PUBLIC BY BUYING FROM AREA NOT BRINGING FROM ANOTHER AREA. NEED TO WORK TO DEVELOPE ATV TRAILS AND GOLF COURSES,BETTER FOOD ESTABLISHMENTS,SHOWHALLS.

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NO. I THINK THEY SHOULD LET IT GO. OUTDOOR RECREATION,TRAIL DEVELOPMENT Parks and lake fishing. PARKS AND RECREATION. PAVE THE KINGS SPRING ROAD FROM HIGHWAY 93 TO ELGIN. PROMOTING THE HISTORICAL AND ARCHLOGICAL SITES. EXPAND THE PARKS AND RECREATION AREAS. Promotional stuff. Prompt Agriculture PROPERTY TAXES PAID BY BLM,WOULD SUPPORT LOCAL GOVERNMENT AND WOULD MAKE IT POSSIBLE FOR MORE LAND TO BECOME AVAILABLE FOR SALE. Recreation routes for 4-wheelers dirt bikes and things like that. RESEARCH SOME OF THE HISTORY OF MINING, WHAT THOSE THINGS HAVE PROVIDED. IN THE UNITED STATES OVER THE YEARS, SILVER AND THINGS THAT THEY HAVE MINED IN THE AREA. THERE IS NATURAL SPRINGS, GEOLOGICAL FORMA RIDING STABLES, CAMPGROUND, PACK OUT TO WILDERNESS. RV parks and recreational areas. Should put an old western theme,like they have in Arizona.Free fishing days would help. SOMETHING LIKE A "VIRGINIA CITY", DEVELOPE THE NATURAL RESOURCES SPECIAL EVENTS,LIKE HOMECOMING.PARK SYSTEMS ARE A GREAT BENIFIT TO THE COUNTY. SPEND ADVERTISING MONEY. STATE OR FEDERAL FUNDS TO HELP THE SMALL BUSINESSMAN GET STARTED. STATE PARKS-COULD HELP TOURISM THE STATE PARKS SHOULD HAVE MORE OPPORTUNITIES AND GROW BIGGER. The towns should buy the ranch for sale and develop it into a senior retirement center with a golf course and bowling. THE TRAILS WILL ENCOURAGE TOURISM IN LICOLN COUNTY.IMPROVING ASH SPRINGS,BRING UP THE STANDARDS IN THE STATE PARKS,(BATHROOM FACILITIES PICNIC FACILITIES)THOSE WOULD START OTHER THINGS. THERES VERY FEW PEOPLE HERE INTERESTED IN TOURISM AND MORE COMMUNICATION ABOUT THE BENEFITS OF TOURISM IS NECCESSARY. THEY NEED TO FIX THE ECHO LAKE. Very active chamber of commerce./the only thing Lincoln county wants is money and grants. We would be self sustaining if we would just use the landfields.I think nothing will ever come of this survey. WE GOT OUR PARKS, DEVELOP SAFER PARKS. WE HAVE ALL THESE MOVIES BEING MADE IN LAS VEGAS. WE SHOULD DRAW THE CELEBRITIES TO OUR COUNTY BECAUSE THEY COULD BE HERE AND NOBODY WOULD NOTICE. THEY WOULDN'T REALLY BE BOTHERED. WE HAVE SO MANY HOTSPRINGS AND WE DON'T CHARGE ANYTHING TO GET INTO THEM. WE SHOULD ASK FOR A DONATION OR SOMETHING. WE NEED FULL SUPPORT FROM THE COUNTY GOVERNMENT. WE NEED STATE GRANTS OR SOMETHING FOR OUR COUNTY GOVERNMENT. ANY TOURISM COMPANIES/TOURISTS SHOULD BE TAXED, LET THEM PAY FOR USING OUR SERVICES. WE NEED SOME MORE MOTELS. WE NEED A COUPLE MORE RESTARUANTS. WE NEED TO GET SOME SMALL MANUFACTURING BECAUSE WE HAVE A RAILROAD AND INTERNATIONAL HIGHWAY. AND ANYTHING ELSE WE CAN STICK OUT FOR TOURISTS. THERE SHOULD BE AT LEAST 1 OR 2 MORE HOTELS. Well one thing that would help get people is getting them better advertising Get some good restraunt/hotel dept. I suppose beating the bushes for advertising that it is a wonderful place to live. WHEN PEOPLE COME IN, MAKE SURE THERE IS A PLACE OPEN FOR THEM WHERE THEY CAN EAT, GET GAS AND GET INFORMATION BECAUSE THEY DON'T KNOW THE TOWN. AND THERE IS ALOT HERE TO OFFER. WOULD LIKE TO SEE THE LICOLN COUNTY PEOPLE WELCOME TOURISM.TO NOT PROMOTE THE YUCCA MOUNTAIN NUCLEAR THING.