Elk Watching Report

August, 2002Prepared by:

FERMATA, Inc. PO Box 5485Austin, TX 78763-5485512 472 0052www.fermatainc.com

Prepared for:

Lumber Heritage Region of Pennsylvania

North Central Pennsylvania RegionalPlanning and Development Commission

Pennsylvania Department of Conservationand Natural Resources (DCNR)

Pennsylvania Game Commission

Plan for Elk Watching and Nature Tourism in North Central PennsylvaniaExecutive Summary

Fermata wishes to acknowledge the ProjectManagement Team that oversaw the project:Bob Imhof, Lumber Heritage Region/ NorthCentral Regional Planning and DevelopmentCommission; Barry Hambley, PennsylvaniaGame Commission; and Mike Krempasky,Pennsylvania Department of Conservationand Natural Resources.

Key individuals that contributed to, and sup-ported the project include John C. Oliver,Secretary, Department of Conservation andNatural Resources; Vern Ross, ExecutiveDirector, Pennsylvania Game Commission;Dan Surra, Pennsylvania House ofRepresentatives; Ron Kuleck, ExecutiveDirector, North Central Regional Planningand Development Commission; Bert Reis,Chairman, Benezette Township Supervisors;June Sorg, Christine Gavazzi and Joe Koch,Elk County Commissioners; Dave Morris,Director, Northwest Pennsylvania's GreatOutdoors Visitors Bureau; and, Guy Tiracorda,Pennsylvania Department of Transportation.

We also wish to thank the many individualsfrom across the elk range who supported theproject through participation in public meet-ings or by providing information and recom-mendations.

Photography by Ted Eubanks Jon Benner (cover elk)PA Game Commission Photo/Hal Korber(cover eagle)

Plan for Elk Watching and Nature Tourism in North Central Pennsylvania 1

I. Introduction 1

II. Findings 3

Finding #1. The elk range is well positioned to capitalize on the economic growth

opportunities associated with the growing market for nature tourism. 3

Finding #2. There are significant factors that currently limit the development of the

region’s nature tourism economic potential. 6

III. Recommendations 8

Recommendation #1. Address immediate problems of traffic congestion, trespass, and 8

uncontrolled viewing practices.

Recommendation #2. Expand elk habitat improvements on public land to minimize 9

conflicts with private landowners.

Recommendation #3. Establish a scenic highway to link visitors with the region’s

elk-watching locations and significant natural assets. 9

Recommendation #4. Build seven model viewing sites to provide quality viewing

opportunities throughout the region. 10

Recommendation #5. Build two major interpretive facilities to service elk watchers

and nature tourists. 11

Recommendation #6. Establish a cooperative marketing effort that is consistent

with the development of new facilities to service increased visitation. 13

Recommendation #7. Develop a regional visitor center on I-80 for the Lumber

Heritage Area after the recommended facilities at Winslow Hill and Sinnemahoning

State Park are constructed. 17

2 Fermata, Inc.

The participating agencies are

expected to implement the

plan as appropriate for their

areas of responsibility. Key

implementing agencies include

NCPRPDC, Pennsylvania’s

Lumber Heritage Region, DCNR,

the Game Commission, the

Pennsylvania Department of

Transportation, and the

Pennsylvania State Police. The

Rocky Mountain Elk

Foundation, a longtime

supporter of the state’s elk, has

committed funding to support

several of the plan’s

recommendations. The study

was funded with the support of

DCNR, Appalachian Regional

Commission, US Forest Service,

and the Game Commission.

Medix Run

IntroductionFermata, Inc. was engaged to develop anature tourism strategy for the Elk Range ofNorth Central Pennsylvania. The Plan for ElkWatching and Nature Tourism in NorthCentral Pennsylvania fulfills the require-ments of a contract between Fermata Inc.and the North Central Pennsylvania RegionalPlanning and Development Commission(NCPRPDC). Other program partners are theDepartment of Conservation and NaturalResources, the Lumber Heritage Region, andthe Pennsylvania Game Commission.

The subject of this plan is visitor manage-ment, including elk viewing and naturetourism, not elk management, which is theresponsibility of the Game Commission. Themain objective of the project is to develop afive-year plan for elk viewing and othernature-related tourism that will:

• Provide recommendations to improve visi-tor services and guide the development ofappropriate infrastructure.

• Support the long-term ecological needs ofan expanded wild elk herd.

• Stimulate economic benefits for local com-munities and minimize conflicts with pri-vate landowners and other forest users.

• Educate tourists and residents aboutresponsible stewardship of the elk herdand the region’s other natural resources.

• Protect the natural integrity of the region.

• Promote elk watching and other naturetourism activities.

Fermata conducted on-site assessments ofproposed elk-viewing destinations, includingall the state parks and natural and wild areasin or near the elk range. The project alsoreviewed trend information on outdoorrecreation, wildlife watching, nature tourismand visitation to north central Pennsylvania.Periodic public involvement activities tookplace during the plan’s development, includ-ing approximately forty meetings heldthroughout the elk range with partner agen-cies, the public, and local and county gov-ernment.


Findings

Fermata believes that the Pennsylvania ElkRange has exceptional elk watching, wildlifeviewing, and general nature tourism oppor-tunities that can be significant attractionsfor nature tourists. These world-class natu-ral assets provide important recreationalbenefits to local residents and have tremen-dous potential to increase visitation. Thisconclusion is based on an assessment of thenatural assets of the elk range, Fermata’sown proprietary research, and a review ofnational and regional tourism trends.According to the Travel IndustryAssociation of America research (1998), themost prominent adventure travel activitieswere camping, hiking, biking and wildlifewatching. See Figure 1.

The Elk Range is in the middle of the 15-county Lumber Heritage Region ofPennsylvania with the largest concentrationof public land in the Commonwealth. SeeMap 1. The range acts as a gateway to morethan 2.5 million acres of spectacular publiclands that include countless miles of water-ways and forest trails and numerous wildand natural areas.

Figure 1. Most rapidly growing types of soft adventure travel (TIA, 1998).

F I N D I N G # 1

The elk range is well positioned to capitalize on the economic growthopportunities associated with the growing market for nature tourism.

Map 1. Lumber Heritage Region

4 Fermata, Inc.

Fermata believes that a regional strategicplan for nature tourism should be foundedon a broad-based, diverse range of outdoorrecreational activities, with elk viewing play-ing a significant, but by no means exclusive,role in the plan. The Elk Range has tradition-ally relied heavily on hunting and fishing asprimary forms of outdoor recreation. Morerecently, elk watching has joined hunting andfishing to become a major form of outdoorrecreation, with concurrent increases inmountain biking, birding, hiking, and canoe-

ing. Elk viewing has gradually grown so thatit is now one of the most important forms ofrecreation (in terms of participant days) inthe Elk Range.

Elk viewing has the potential to draw uniniti-ated and casual nature tourists into theregion, and with the diversity of the region’snature tourism options, presents a tremen-dous opportunity for small business devel-opment in the communities of North CentralPennsylvania. This diversity can also helpcreate year-round opportunities to sustainservice providers before and after the peak-viewing season in fall, relieving pressures atWinslow Hill and increasing and spreadingtourism revenue to communities. Promotingelk viewing along with other nature assetscan result in a long-term sustainable tourismand development benefit, including anincrease in overnight travelers and theopportunity to bring conservation messagesto new audiences. Elk are extremely effectiveas a “portal species,” that is, one thatattracts uninitiated and casual visitors.Fermata’s research and the work of othershave shown that nature tourism and wildlifewatching are profitable and growing rapidlythroughout the country and as such, we canexpect that visitation to the region will con-tinue to grow, and with it, revenue potential.

Increased visitation comes primarily fromcreating new markets or expanding existingmarkets. Pennsylvania’s elk range has animportant location advantage. There are atleast 46 million people who reside in theurban and suburban areas within a 6-hourdrive of Benezette, in the center of the ElkRange. See Map 2.

The most recent National Survey onRecreation and the Environment (2000)found that 69.4 million people (or 25% of allAmericans) view birds. See Table 1. Fermataprojects that the same proportion of peoplewithin a six-hour drive of the region wouldshare an interest in elk and wildlife watch-ing. That amounts to a potential market sizeof over 11.6 million people, most of whommay be unaware of the resources availablein this region.

Cranberry Swamp

Map 2. Major urban and suburban population centers within a six-hourdrive of the Elk Region

Elk Region


Outdoor Activity % Population # of People in over 16 Millions

Walking 84.3 174.8

Viewing natural scenery 60.9 126.2

Visiting nature center, trail, or zoo 57.5 119.2

Picnicking 54.9 113.8

Sightseeing 53.7 111.3

Pleasure driving for natural scenery 53.4 110.7

Viewing other wildlife 45.9 95.2

Viewing wildflowers & vegetation 45.4 94.1

Bicycling 39.5 81.9

Visiting a wilderness/primitive area 34.1 70.7

Hiking 33.6 69.7

Birdwatching 33.5 69.4

Developed camping 24.9 51.6

Off-road driving 17.3 35.9

Primitive camping 15.2 31.5

Hunting 11.3 23.4

Backpacking 11.0 22.8

Horseback riding 10.2 21.1

Source: National Survey of Recreation and the Environment (NSRE 2000).

Table 1. Most popular outdoor recreation activities in the United States in 1999.

Clarion River, Ridgway

6 Fermata, Inc.

Expenditures for outdoor recreation-basedtravel statewide accounted for $4 billion in1997, or a full one-third of all Pennsylvanialeisure spending (Shifflet 1999). Of the totalspending by outdoor recreation travelers,34.6 percent of expenditures were by touristswho participated in activities on state orpublic forests, parks, or gamelands. In theAllegheny National Forest tourism region,average daily expenditures of all overnightleisure travelers was $48.70 per person perday, with total 1999 visitor spending of$608.6 million (Shifflet 2000).

A Penn State study (Strauss 1999) estimatedthat elk tourists in the Benezette/WinslowHill area contributed approximately $1.0 mil-lion (about $16/person/day) to the region, afigure that Fermata believes represents a sig-nificant under-valuation of the potential.Studies show that typical nature touristsspend considerably more than this. In fact,Fermata’s research (n=2,787) shows naturetourists spend $138.45/day.

Visitor spending should be expected toincrease significantly following implementa-tion of Fermata’s recommendations. Theaverage visitor expenditure in ten yearscould be equal to that of the typical naturetourist surveyed by Fermata. A span of tenyears has been chosen as a developmentperiod since the type of visitor who spendsthis amount requires more in the way ofinfrastructure and interpretation than ispresently available in the elk region.However, even the short-term and mid-termimprovements will encourage an overnightvisitor to spend more. Fermata projects fig-

ures of $75.95/person/day by 2005 and$197.40/person/day in 2012 (adjusted forinflation). See Table 2.

Primary research conducted by Fermata(1998- 2000) in four regions of the US result-ed in a profile of a nature tourist (n=2787respondents). See Table 3. Data collected byHLA and ARA Consulting Firms of NorthAmerica in 1994, shown in the second col-umn, provides a similar profile (Wight 1996).A third column contrasts the current travelprofile of overnight leisure travelers to theAllegheny National Forest tourism region ascharacterized by the 1999 PA Travel Profile(Shifflet 2000).

The potential attraction of the region’sexceptional elk viewing and nature tourismopportunities is limited by several factors:

• lack of facilities to manage visitation;

• conflicts with private property owners;

• limited availability of goods and services that leads to low visitor spending;

• lack of signage and services to help the uninitiated traveler navigate the elk range.

The region has no visibility on I-80 and itlacks a simple concise theme to promote thebroad array of attractions. It suffers from a

Table 2. Summary of current and possible future Elk Region tourism spending estimates.

Current

Strauss (1999) data Shifflet (2000) data Fermata data

$16/person/day $48.70/person/day $138.45/person/day

Possible future (adjusted for inflation)

2005 $75.95/person/day

2012 $197.40/person/day

F I N D I N G # 2

There are significant factors that currentlylimit the development of the region’s naturetourism economic potential.


Fish Dam Run Overlook

Fermata research – four 1994 HLA and ARA 1999 PA Travel Profile –US regions aggregate Consulting Firms data ANF tourism region

Age 52.1 years 35-54 years 41.3 years

Gender Male–48.3% Male–50%Female–51.7% Female–50%

Annual income $61,962 (2000 dollars) $46,453 (2000 dollars) (n=1266)

Travel group size 2.45 persons 2.7 persons

Education 16.36 years (four years of 16 years – 82%college plus some graduate school)

Tourist’s origin Urban - 28.9%Suburban - 47.6%Rural (farm) - 4.3%Rural (non farm) - 19.1%

Distance to reach destination 160.4 miles (one-way)

Average length of stay 2.33 days 11 days 4.2 days

Party composition Travel as couple or Travel as couple: 61% Travel as a couple: 34%family: 78.5% Travel as family: 15% Travel as family: 35%Travel alone: 21.5% Travel as singles:13%

Table 3. Comparison of nature tourist profile

lack of effective directional signage, attrac-tive parking, and interpretive signage atmany of the finest overlooks, natural attrac-tions, and trailheads. In addition, currentviewing has a negative impact on residents,tourists, and the elk with illegal parking,trespassing, and spotlighting of animals andresidences. Numerous safety problems arisefrom a lack of facilities, staff, and controlledviewing opportunities. Wildlife viewing inthe Elk Range has developed ad hoc, andthe behavior of unmanaged wildlife view-ers in the area has caused significant con-flict with local residents. In addition, we areconcerned that unethical wildlife viewingpractices represent direct harassment of theelk themselves.

A vast set of resources exists upon which tobuild year-round nature tourism, however,the resources are so great that the casualvisitor cannot easily navigate them. Roadaccess is indirect and rarely straight, sitesare disconnected, and travel time can be

considerable. Fermata believes that a soundnature tourism strategy must be built uponthe visitation that already occurs as a resultof elk viewing. Nature tourism sites shouldbe easily accessed from elk-viewing loca-tions, requiring as little driving as possiblealong major roads.

8 Fermata, Inc.

Recommendations

Based upon numerous public meetings anddiscussions with local officials, Fermatabelieves that it is important to establish apublic education and enforcement patrol toaddress uncontrolled elk-viewing activitiesduring the peak fall viewing season in, andaround, Benezette Township. The goalswould be to:

• minimize traffic safety problems,

• control trespass and littering,

• minimize feeding, spotlighting, and closecontact with elk, and

• provide information to visitors on elk-view-ing opportunities and proper viewingethics.

The program should be a joint effort ofDCNR Rangers, Game Commission WildlifeConservation Officers, and the PA StatePolice. The Township could assist with infor-mation about priority areas and times forpatrols along Rte 555, Winslow Hill Road,Benezette, Medix Run, and any other areasof potential conflict.

The program would stress education andhospitality as a way to minimize problemsand help visitors enjoy their elk-viewingexperience. This would require developmentand distribution of a brochure on appropri-ate and enjoyable elk watching, and installa-tion of additional signage along Rte 555 con-cerning elk watching and safety. The pro-gram would:

• limit parking or stopping on the roadwayexcept to avoid elk crossing the highway,

• encourage watchers to pull off the roadwhere the public right-of-way is sufficient,

• eliminate parking in driveways or on pri-vate property, and

Kettle Creek

R E C O M M E N D A T I O N # 1

Address immediate problems of traffic congestion, trespass, and uncontrolledviewing practices.


• encourage watchers to visit Winslow Hill,Sinnemahoning State Park, or other view-ing destinations.

In addition, the partner agencies should con-tinue to work with the PennsylvaniaDepartment of Transportation to improvetraffic safety, especially during peak viewingperiods. This work should include comple-tion of a traffic safety analysis along Rte 555in the heart of the elk range and a search forspecial state funding to pave the remainingportion of Winslow Hill Road.

Fermata believes that it is extremely impor-tant to significantly increase improvedwildlife habitat in the elk range to supportthe herd and minimize conflicts with privateproperty owners. The plan fully supportsthe recently announced Habitat ChallengeInitiative in the Elk Range. This program is apublic private partnership of Department ofConservation and Natural Resources(DCNR), the Game Commission, the RockyMountain Elk Foundation, and other privatedonors. The initiative would undertake apublic-private challenge grant program toinvest $1.2 million in habitat improvementsin the Elk Range. The purpose of the initia-tive is to support the elk herd and minimizeconflicts with private landowners.

About 70% of the land in the 835-square mileElk Range is publicly owned, with the largemajority of the land being State Forest landadministered by DCNR. The goal of DCNRand the Pennsylvania Game Commission hasbeen to include a high concentration of pub-lic land in the elk range to minimize conflictswith private landowners.

The Game Commission and DCNR agree thatthe elk herd needs to expand beyond its cur-rent concentrated location at Winslow Hill.The Game Commission has been activelyimproving elk habitat through the develop-ment of herbaceous openings on publicly

owned lands as part of a 1996 elk-habitat-management plan that recommends distribu-tion of the herd to about 1.5 elk per squaremile over the approximately 835-square milerange.

The plan for the Habitat Challenge Initiativecalls for an increase in the habitat enhance-ment projects with a goal of doubling theamount of improved habitat on the ElkRange from its current level to about 2000acres.

Fermata’s extensive review of the area haslead to the conclusion that a much more sys-tematic approach to guiding visitors aroundthe area is critical for accessing its manyassets. Current signing is inadequate to bothguide and educate tourists about the region’snatural resources. The provision of appropri-ate signing and additional sites for elk view-ing and other nature pursuits is essential tothe success of the nature tourism program.

Bull Elk in Benezette


Expand elk habitat improvements onpublic land to minimize conflicts with private landowners.


Establish a scenic highway to link visitorswith the region’s elk-watching locations andsignificant natural assets.

10 Fermata, Inc.

Fermata assisted Pennsylvania’s LumberHeritage Region, the state’s newest designat-ed State Heritage Region, to obtain $131,500in enhancement funding to develop and signa scenic highway corridor based on elk view-ing and nature tourism. These funds wouldcompliment $150,000 provided by the DCNRfor planning the overall interpretive signageand way-finding system for the heritageregion. The requested funds would also sup-port the design, fabrication, and installationof signs for the main Elk Forest ScenicHighway corridor and approximately twenty-five waypoints identified in the elk andnature tourism plan.

The Elk Forest Scenic Highway corridor con-sists of a main “hub” that would anchor SR120, the Bucktail State Park Scenic Drive, to I-80 at two locations. See Map 3. The westernconnector would begin at the Penfield exit(or Dubois as an alternate) and include por-tions of State Routes 153, 255, and 555. Theeastern connector would begin near the

Snowshoe exit of I-80 and follow Rte 144north to SR 120. The corridor is approxi-mately 120 miles long and passes throughthree state forests and three state gamelands. The Heritage Region could identifyadditional “spokes” connecting other keydestinations in the region to the main corri-dor hub.

The proposal will help improve traffic man-agement throughout the region, particularlyat Winslow Hill near Benezette. This areapresently experiences the greatest impactfrom visitation during August, September,and October. The signage will help to distrib-ute and extend visitation to the region’sother nature tourism attractions. It is expect-ed to help address the problems of highwaycongestion, visitor safety, and private prop-erty impacts. In addition, it is expected tohelp generate a more stable, well-managed,year-round series of historic, cultural, recre-ational, and nature tourism attractions forthe Lumber Heritage Region of Pennsylvania.

The construction of model viewing sites atselect waypoints will help to create elk view-ing and other nature-based destinations thatwill serve as demonstration sites for futuredevelopments in the region. Once construct-ed, model sites can be expected to provide,at a minimum, safe off-road parking, pedes-

Hick’s Run model viewing site location


Build seven model viewing sites to provide quality viewing opportunitiesthroughout the region.


trian access that is ADA compliant, walkingtrails with vegetative fencing, properly sitedviewing platforms or viewing blinds, andgood directional and interpretive signage.

Seven sites were chosen to serve as modelelk and/or wildlife viewing sites along the ElkForest Scenic Corridor. See Map 3. The firsttwo are immediately off the corridor and areconsidered the highest priorities. Theremaining five sites are listed in order of pri-ority to be completed as funding permits.The model sites are:

• Hick’s Run

• Sinnemahoning State Park

• Fish Dam Run Overlook

• Beaver Run

• Two Rock Run Overlook

• Old Hoover Farm

• Kettle Creek State Park

Fermata chose these sites from an extensivelist of locations nominated for considerationby DCNR and Game Commission personnel.The sites were presented during the publicmeetings and were selected based on thefollowing criteria:

• elk are consistently seen, or one or morenature tourism experiences exists present-ly;

• located on, or near, the Elk Forest ScenicHighway;

• off-highway, surfaced parking exists orcould be created;

• the habitat is managed for elk viewing(applies to elk-viewing sites);

• viewing location can be limited to foot traf-fic with appropriate ADA features;

• shelters or blinds can be developed forviewing and photography in a non-intru-sive, confined setting, to avoid impactingthe resource;

• interpretive and directional signage exists,or can be developed; and

• location can be easily monitored byagency staff as part of the model evalua-tion process.

Winslow Hill Portal

Fermata recommends an expanded elk-view-ing facility at Winslow Hill to serve as the elk-viewing portal for the Pennsylvania ElkForest Scenic Corridor. The large amount of

Winslow Hill

Map 3. Model elk and wildlife viewing sites along Elk Forest Scenic Corridor


Build two major interpretive facilities toservice elk watchers and nature tourists.

12 Fermata, Inc.

improved habitat and the high numbers ofelk that remain in and around Winslow Hillensure that it will remain an attraction thatcontinues to draw tens of thousands of visi-tors. While the reluctance to attract addition-al visitors during the fall rut is understood,Fermata also recognizes an opportunity toreach thousands of visitors who have littleexperience with nature. Winslow Hill is theideal location for capturing these masses ofthe “uninitiated.”

Fermata’s recommendations for Winslow Hillare:

• Construct an all-weather visitor centerbuilding with an adjacent freestandingviewing platform.

• Manage vehicular traffic with the additionof a 40-car paved parking area (with adja-cent overflow) and passive barriers.

• Install a permanent restroom facility withindoor flush toilets.

• Construct a network of screened walkingtrails with interpretive signage.

• Staff the visitor center seasonally with aspecial elk interpreter; supplement withvolunteers or other agency staff.

• Utilize technology such as a webcam site,spotting scopes with digital (CCD) chips,sound amplification, dedicated radiobroadcasts, and touch screen databasedriven web-based information kiosks.

• Install permanent indoor and outdoorinterpretive exhibits.

• Conduct on-site engineering and testing toprepare detailed construction plans andestimates.

• Work with Benezette residents, local smallbusiness owners, members of non-profitorganizations, and others to establish aFriends of Winslow Hill group to partici-pate in development and managementdecisions.

• Consider charging a modest entrance fee,retail sales, and tour and seminar registra-tion fees to support operational costs.

Portal Sites Portals are interpreted visitor

centers staffed by resource

specialists. We recommend

one portal for elk and elk

viewing at State Gamelands

311 at Winslow Hill and a

second portal at

Sinnemahoning State Park

with a focus on general

nature interests in addition to

elk viewing.

Also investigate donations, grants, endow-ments, and other user-related payments,and partnerships, to offset costs.

In addition to the above, the Commonwealthshould seek special funding to pave theremaining portion of Winslow Hill Road(about 1.5 miles) to provide improved trafficflow for visitors. This would allow for a bet-ter traffic pattern and eliminate the need forvisitors to retrace their route back throughthe town of Benezette.

Sinnemahoning State Park Portal

We suggest the development of a generalnature tourism portal at SinnemahoningState Park. Its location, the presence of infra-structure capable of handling large numbersof people, an enthusiastic park manager, andthe excellent wildlife-watching habitat makeit an ideal anchor destination along the cor-ridor. Most importantly, SinnemahoningState Park has an abundance of nature-relat-ed activities for the outdoor recreationist.

• Develop Sinnemahoning State Park toserve as a major year-round, all-weathergeneral nature tourism visitor center withan expanded interpretive center.

• Construct all-season elk-viewing improve-ments to control viewing use and limithuman interactions with the elk.

• Build signed nature trails, create interpret-ed gardening/landscaping for butterflies,and establish one or more live cam sitesand scopes on bald eagle nests.

• Nurture a volunteer program and create aFriends of the Park group. Provide educa-tional programming by contractors or staffpeople year-round on weekends and alsomid-week in summers.

• Provide visitor services for the three sur-rounding state forests – Moshannon, Elk,and Sproul – including camping informa-tion, maps, trail guides, and any necessarypermits. Provide tourism information serv-ices to hunters including dining, equip-ment and ammo outfitters, and rentalaccommodations information.

Eastern Timber RattlesnakeCrotalus horridus


• Develop partnerships with nature-basedguides and outfitters and encourage themto base their services at the visitor center.

• Prepare detailed construction plans andcost estimates for all aspects of the visitorcenter proposal. Seek public input on finalsite design.

Development of the Sinnemahoning StatePark portal also presents opportunities forsmall business development related tonature tourism for the Lumber Heritageregion and the entire state. The new facili-ties that we recommend and the expandedrole that North Central Regional Planningand Development Commission could playwould both be important to helping busi-nesses succeed. To address this need andtake advantage of the unique set of opportu-nities, we recommend creating a range ofprivate business development services atthe center, consistent with the State’s man-agement plan. Possible small business serv-ices and programming include the following:

• Create a business incubator facility as apilot project for nature tourism-relatedentrepreneurial development consistentwith the mission of the park and forests.This effort would be a partnershipbetween DCNR and other agencies, withNCPRPDC providing the entrepreneurialassistance, business plan development,and revolving loan fund support for theproject. The Lumber Heritage Regionwould be involved in the development ofappropriate interpretation for the lumber-ing heritage of the region. North Centralhas indicated its interest in assessing anddeveloping the feasibility of such anendeavor.

• Establish a partnership with Penn StateExtension Service to offer other small-busi-ness-skills training in nature tourism-relat-ed activities including hospitality, back-country safety, and others.

• Create a start-up revolving loan fund fornature tourism development to be admin-istered by NCPRPDC or other economicdevelopment entity.

Sinnemahoning State Park

The creation of an integrated elk and naturetourism project fits neatly within the existingplatform of the Lumber Heritage Program.This cultural tourism umbrella embraces thehistory, culture, economics, and ecology ofthe central Pennsylvania forests, and seeksto unite a 14,000-square mile, 15-county areaunder a unified tourism theme. Elk viewingand other wildlife viewing qualify as activi-ties compatible with the ecological and cul-tural history of the forests, and one impor-tant goal of this plan is to provide a workingmodel that other counties can use to pro-mote their own unique resources and desti-nations.

The proposed marketing strategy for the ElkRange emphasizes tourism developmentrather than tourism promotion. Tourismdevelopment differs from tourism promo-tion in that tourism promotion is predomi-nantly a sales and marketing approach. Onthe other hand, tourism development cre-ates the venues tourists want to visit in anenvironment that is mutually respectful of


Establish a cooperative marketing effort thatis consistent with the development of newfacilities to service increased visitation.

14 Fermata, Inc.

the elk and the local population. Merelyincreasing visitation to the Elk Range, thegoal of tourism promotion, will do no morethan increase the problems that currentlyexist and negatively impact the region.

Product development in the region currentlylags behind product promotion. Local com-munities have been specific and vociferousin expressing concerns that tourism promo-tion not outstrip their capacity to respond.Therefore, the objective of a marketingstrategy must be tempered by the commu-nity’s limits of acceptable change.Objectives may be set that on the surfacewould address the gap in tourism servicesbut would also extend beyond the bound-aries of acceptable change.

Marketing efforts in the elk region must betied to the ability of the local communities toadapt to increased visitation and demand onlocal goods and services. Therefore, the

Actions to Implement the Incremental Marketing Strategy• Transform existing day-trip visitation into overnight visitation during the elk

bugling (fall) season.

• Target new avid nature tourists who are interested in specialized, low-impactoutdoor recreation.

• Focus on the spring season over the next three to five years (or until programand product development is complete).

• Develop a web-based marketing campaign including informational viewingguide and promotional materials.

• Establish a marketing partnership with Pennsylvania wood products manufac-turers.

• Develop, adopt, and support a unique, cohesive brand identity that unifies andconnects the elk attractions with the array of other offerings and opportunitiesin the region.

• Establish joint funding and business development strategies.

• Create training programs and support materials for portal managers, resourcemanagers, site staff, and volunteers.

• Expand elk viewing (fall) as portals (Sinnemahoning and Winslow Hill) andenhanced waypoints come on-line.

• Expand year-round tourism marketing to less specialized market segmentsonce all product development is complete.

cooperative marketing effort is not so muchtied to time in terms of developing a multi-year plan as it is to action. Our strategy callsfor managing current visitation while devel-oping additional tourism products over thenext three to five years. However, the suc-cess of the program will not be determinedby time but rather by measurable accom-plishments. In the Pennsylvania Elk Range,time is an artificial constraint that must bereplaced by action.

The marketing strategy that we propose willtarget specific recreational groups, special-ized market segments within these groups,and advantageous seasons until state agen-cies and the private sector has time to“ratchet up” capacity (programs and prod-ucts). The concept here is to focus on asmaller group of visitors whose travel expec-tations are met by current product offerings.Our recommendation for incremental mar-keting steps will move from the most special-ized (smallest segment) to the least special-ized (largest segment) target market as prod-uct development is accomplished. This“ratchet up” approach responds to the con-cerns of the local communities and offers aframework for bringing new products andservices online in a manageable way.Existing visitation must be controlled beforeintroducing additional visitors to the area.Maintaining the current visitation growthrate during the fall season over the nextthree to five years will provide the time forfurther development of portals, gateways,and the Elk Forest Scenic Corridor.


A C T I O N # 1

Convert existing day trip visitation toovernight visitation during the fallseason.

Elk are the portal species for the region andmost visitors who come specifically to seethe elk, go home once this goal is accom-plished. Portals and enhanced waypoints areintended to expand opportunities and hori-zons from “elk only” to nature in general.“Elk only” is a day trip; nature in generaldemands an overnight stay. As the productand program development is implemented,it will engender a shift from elk-oriented visi-tation to destination-oriented visitation.Efforts should be made to convert currentday trip visitors to overnight visitors by aug-menting their experiences with additionalnature-based opportunities.

During the product development period, themarket segment that can be attracted to thearea is the avid nature tourist, particularlyduring the spring season. This grouprequires little facilitation and can appreciatethe experience with minimal infrastructureand improvement. The “as is” natural settingand public lands in the elk region satisfythese peoples’ demands to be outdoors andto enjoy the sights, smells, and sounds ofnature. We recommend that the initial focusof the marketing initiative be aimed at theavid nature tourist who can access andappreciate the opportunities that are cur-rently available.

The level of marketing messages required toattract different market segments is inverse-ly proportionate to the degree of specializa-tion of the groups. The uninitiated, generaltourist has little or no awareness of the natu-ral world nor the skills and equipment toaccess or appreciate it. The avid naturetourist needs no additional information ortraining. Although the avid nature tourist

A C T I O N # 2

Target market to avid nature touristswho are interested in specialized, low-impact outdoor recreation during thespring

represents the smallest market segment, it isthe largest group of spring travelers whoseprimary motivation for travel is recreation.

In order to attract avid recreationists, werecommend a web-based marketing cam-paign that is content driven and appealing toa discriminating market segment, that is theavid nature tourist. The website must pro-vide detailed, exciting descriptions andfocus on what makes the region unique andworthy of visitation. Special pricing andpackaging can be targeted to this specificgroup easily and affordably.

We believe the region will be best served byestablishing a unique relationship with thearea’s wood manufacturing industry, and inparticular the “green certified” manufactur-ers. Pennsylvania has more then 2.5 millionacres of forests considered “well managed”under the standards of the ForestStewardship Council (FSC) and 2.1 million ofthese acres are in the state forest system.Seventeen Pennsylvania manufacturers arecertified as “chain-of-custody” manufactur-ers by SmartWood, an FSC accredited certifi-cation program. Certification helpsPennsylvania compete in the niche con-sumer market for certified wood products, amarket that includes environmentally con-scious timber consumers. Developing the elkregion as a marketing vehicle forPennsylvania green wood products willserve both the producer and consumer. Theconnection exists. The benefits of such apartnership are mutual.

There is also a natural link to the LumberHeritage Region that specifically embraces

A C T I O N # 3

Develop a web-based marketing cam-paign (both information in the near-term and promotion in the longer term,following product development).

A C T I O N # 4

Establish a marketing partnership with Pennsylvania wood products manufacturers.

16 Fermata, Inc.

outdoor recreational activities and histori-cal/cultural interpretation of logging in theNorth Central area. Factory tours of thegreen-certified companies that harvest tim-ber and produce lumber, along with an edu-cational component about how nature-tourism and working forests can complimentone another, could be considered. This cul-tural/historical theme can be used forenrichment, as an accent, to the elk viewingand natural resource based themes. To tieculture and history to the overarchingnature themes is a logical approach that willprove to be very effective.

The Pennsylvania Elk Range represents anexpanse of remote, forested public landswithin a six-hour drive of many major metro-politan areas having a population of 46 mil-lion people. The overriding theme for thearea should create the essence of this richforest juxtaposed in contrast to some of themost urbanized regions of the United Statesand Canada. The elk are the “calling card”and this signature species personifies thecontrast. The scenic highway corridor thatunifies the collection of portals and way-points must be clearly and consistentlybranded with the Elk Forest Scenic Corridoridentifier and provide ample directional sig-nage for travelers. Development of a detailedinterpretive plan will solidify the corridorresources and the story of the region as awhole. In addition a designated marketingand public relations committee can facilitatethe development of a brand identity.

In addition to the nature tourism incubatorat Sinnemahoning State Park in partnershipwith NCPRPDC, we recommend the designa-tion of a Finance Committee. Responsibilities

A C T I O N # 5

Develop, adopt, and support a unique,cohesive brand identity that unifiesand connects the elk with the array ofother offerings and opportunities inthe region.

A C T I O N # 6

Establish joint funding and businessdevelopment strategies.

could include pursuing grant opportunities,creating a certification program for guides,corporate sponsorship opportunities, a lineof merchandise, and a reading list of naturalresource-related books, developing a mem-bers only section of the website, and inven-torying area outfitters, touring companies,guides, etc.

As part of the product development process,we recommend a comprehensive trainingprogram specifically targeted to portaland/or site managers, travel counselors andWelcome Center staff, volunteers, and localbusinesses. In addition, we recommendworking through legislative channels to helprestore or increase funding for essentialservices.

During the ratcheting up process of portalsand waypoints, new opportunities will comeonline, such as at Sinnemahoning State Park.At such time, develop a marketing campaignto raise awareness about the new things toexperience and lead people to the new andimproved park, nature programming in general, and elk-viewing opportunities inparticular.

Once the basic tourism development strate-gy has been implemented, the marketingeffort should begin to target both an expand-ed fall season and the less specialized recre-ationists who demand facilitation, interpreta-tion, and nurturing. The region will be ableto provide these services only after the gate-way/portal/waypoint structure is in place.

A C T I O N # 7

Create training programs and supportmaterials for specific market segments.

A C T I O N # 8

Expand elk viewing as portals and way-points are developed.

A C T I O N # 9

Market year-round tourism to less spe-cialized market segments once productdevelopment is complete.


The non-specialized mass tourism marketwill consist of additional elk viewers in thefall, along with outdoor recreationists inter-ested in wildlife photography, wildlife watch-ing, or fall foliage viewing. Spring and sum-mer will also become more robust touristseasons. The challenge is to ratchet up theofferings to provide a sound foundation ofproducts and services and then craft thepromotional messages to attract these visi-tors. Developing environmental educationmessages in the integrated marketing com-munications campaign is linked to develop-ing value or meaning for nature throughwildlife appreciation. In the long-term, themost appropriate place to invest efforts iswith the uninitiated as they are malleableand open to influence.

Fermata recommends further study of agateway welcome center on I-80 in partner-ship with Clinton County and PennDOT staff,which should proceed only after theWinslow Hill and Sinnemahoning State Park

have been completed and the Elk ForestScenic Corridor appropriately identified. Thegateway welcome center would promote theentire gamut of resources within the LumberHeritage region, rather than just the naturalresources that are the focus of this report.The same methodology that Fermata hasadopted for designation of natural resourcewaypoints and portals in this report is alsoapplicable to cultural or historic sites.Therefore, we recommend that developmentbe tied directly to the unfolding LumberHeritage plan.

The specific location of the welcome centershould be determined based on detailedassessments of potential sites and discus-sions with the affected communities. We rec-ommend that particular attention be paid tothe area near the intersection of I-80 andState Hwy. 153 as a possible location for thenew welcome center. A welcome centerlocated near here and associated withMoshannon State Forest and S.B. Elliott StatePark would appear to be especially inviting.As part of the gateway concept, Fermata alsorecommends an eastern “entrance” to the elkregion. Pennsylvania probably cannot affordto build two new visitor centers. However, anentrance indicator, perhaps highway direc-tional signage, would facilitate visitor accessto the area.

Beaver Run


Develop a regional visitor center on I-80for the Lumber Heritage Area after therecommended facilities at Winslow Hilland Sinnemahoning State Park are con-structed.

North Central Pennsylvania Regional Planningand Development Commission (NCPRPDC)651 Montmorenci Avenue

Ridgway, PA 15853

814 773 3162

Documents

Elk Watching Report