1. Tourism Development Plan
2016-2026

2. Supervising Faculty:
Dr. Ashley Schroeder
Institutional Sponsor:
University of Florida
Tourism Development Plan Contributors:
Jackie Celona &
Erin Dinkel Tania Hernandez
Marissa Mosher &
Suey Vendrell Sarah Lapp
2

3. Executive
Summary................................................4
Guiding
Framework……………………….………...5
Development Plan
Objectives..............................................6
High Springs
Characteristics.......................................7
Organization
Structure................................................8
Vision + Orientation +
Value......................................................9
SWOT
Analysis............................................10-11
Assets Analysis............................................12-
13
Competitive
Analysis............................................14-17
Competitive
Comparison..........................................18
Trends
Analysis................................................19
Capacity
Analysis.................................................20
Destination Life
Cycle............................................................21
Risk Analysis............................................22-24
Goal Setting..........................................................25
Objectives....................................................26
Scenarios.................................................27-30
Scenario Evaluation.......................................31
Ideal Scenario........................................................32
Market
Analysis........................................................33
Assessments and Plan...............................34-38
Funding.........................................................39
Recommendation...........................................40
Evaluation......................................................41
Works
Cited………………………………………….…...42
3

4. Tourism within Florida is steadily increasing, as
demonstrated by the record-breaking number of
tourists that visited in 2014. As a booming tourism
destination, this provides a huge opportunity for the
cities within the state. Through this development plan,
we hope to elevate High Springs to its full potential so
that it too may benefit from this influx of tourism.
This plan breaks down and analyzes High Springs'
current assets and then presents several possible
development scenarios accordingly. These scenarios
demonstrate how the town can be further developed in
a manner that will both preserve its historical nature
and small town charm while transforming it into an
attractive and successful destination.
4

5. Core Resources and Attractors:
• Made up of seven categories: physiography and
climate, culture and history, market ties, mix of
activities, special events, entertainment, and
superstructure.
• Physiography and Climate significantly impacts the
overall environmental attractiveness of a tourism
destination.
• Tourism superstructure, Tourism super structure
includes: Accommodation facilities, food services,
transportation facilities and major attractions.
Tourism managers have a high degree of control of
superstructure.
Supporting Factors and Resources:
• Provide a foundation for the success of the destination.
• Includes: infrastructure, accessibility, facilitating
resources, hospitality, enterprise, and political will.
• Each factor is crucial for the success of a destination
and allows for people to travel with ease and want to
come back.
Destination Management:
• The management function seeks to increase the
appeal of a destination by maintaining proper
organization of the staff, customers, and supervisors.
• Factors include: marketing, human resource
development, and crisis management.
Destination Policy, Planning and Development:
• Provides a sustainable and competitive plan that fits with
the needs and goals of the community.
• Includes: the system definition (strategy), philosophy,
vision, audit, competitive/collaborative analysis,
development, and monitoring and evaluation.
Qualifying and Amplifying Determinants:
• Can determine the potential of the destination as a
competitive location
• Determinants include: location, interdependencies, safety and
security, awareness and image, cost/value, and carrying
capacity
Ritchie and Crouch (2003:63)
The guiding framework to
develop this 10 year tourism
plan is taken from the Ritchie
and Crouch textbook. This
framework is based on the
components of Supporting
Factors and Resources, Core
Resources and Attractors,
Destination Management,
Destination Policy, Planning
and Development, and
Qualifying and Amplifying
Determinants,
5

6. The tourism development
plan objectives of the points of
interest we hope to achieve
within the community.
To elevate tourism awareness and involvement within the local
community
To capitalize on opportunities and minimize weaknesses within the
town
To enhance commercial recreation and leisure for the area
To increase tax revenue in efforts to revitalize the town’s economy
To develop a framework for sustainable tourism development
To implement strategies that benefit the city's infrastructure,
residents, and guests
To increase the town’s relevancy in a competitive market
1.
2.
3.
4.
5.
6.
7.
6

7. High Springs is a small town located
in the northwest corner of Alachua
County, approximately 20 miles north
of Gainesville, FL. The town’s friendly
atmosphere attracts visitors through
their unique offerings of art, antiques,
and outdoor adventures.
Area: 22.05 mi²
Population: 3,600
Average Temperature: 68.45°F
7

8. The organizational
structure is the design of
the government
departments within High
Springs. This will be used
to implement the 10 year
plan.
8

9. Vision
High Springs will
be a hub for
cultural,
educational, and
recreational
enthusiasts.
Through a balance
of small-town
charm and outdoor
adventure, we aim
to keep High
Springs off the
beaten path but on
the right track.
PhilosophicalOrientation
This town boasts a
traditional and
humble
environment that
focuses on
preserving its
historical roots and
the importance of
local hospitality.
ValueProposition
High Springs is a
small community
that embraces its
old-fashioned
charm and the
potential for
increased
destination value
through its natural
assets.
9

10. Strengths
•Local springs and state parks +++
•Once known as the antique capital of
North Central Florida +
•Near Gainesville +++
•Annual art events ++
•Quaint and historic downtown area
++
•Family oriented community +
•Commercial recreation tours +++
•TOTAL (+) = 15
Weaknesses
•Limited hotel and dining options ++
•Not enough tourism infrastructure
+++
•Limited destination marketing +++
•Lack of organized activity ++
•Poor signage +++
•Low current tourism development
priority ++
•Lack of cultural diversity +
•Appeals to limited market segment
++
TOTAL (+) = 18
Opportunities
•Supportive locals for future tourism
development ++
•Relatively large land space ++
•Retiring of baby boomer generation
+++
•Increase in active elderly lifestyles
+++
•Partnerships with local businesses
++
•Accessible location ++
•Creation and development of further
social media presence ++
TOTAL (+)= 16
Threats
•Hurricane season +
•Flooding +
•Low income area ++
•Closed for business/empty spaces +
•Economy fluctuations ++
•More popular neighboring towns ++
•TOTAL (+)= 9
Key:
(+) = minimal importance
(++) = moderate importance
(+++) = high importance
The SWOT analysis is the
process of evaluating the
Strengths, Weaknesses,
Opportunities, and
Threats of the community
and how important they
are.
10

11. Upon conducting the SWOT Analysis, it appears that the city of High Springs presents a WO (weakness-opportunities) scenario. Knowing
this, the best option is to eliminate the weaknesses as much as possible, while capitalizing on and developing the potential opportunities.
W O
In order to begin to eliminate the weaknesses, we must first raise
awareness of the importance of tourism development. We could
begin by increasing local hotel and dining options, which would
not only increase our tourism infrastructure in the process but
also potentially broaden the market segment that the town
currently appeals to. To combat the lack of signage, we can utilize
the opportunity of advertisement through highway billboards,
distribution of fliers, social media outlets, etc. By increasing
advertisement efforts, we can draw a larger scope of visitors to
events held in the downtown area, such as art festivals, live
music, and antique fairs.
The growing trend of active lifestyles amongst the baby boomer
generation can be capitalized upon by highlighting High Springs’
existing core assets and attractors such as the natural springs
and preserves. With increased community support of tourism
development from residents, the large availability of land can be
utilized to create an influx of community activities that attract
visitors from surrounding towns. Due to the limited
infrastructure offered in the downtown area, local businesses
should take the opportunity to partner with one another in order
to increase promotions and tourism offerings. We could then
market these events through social media, which is currently
only utilized on a small scale, leaving it open to be further
developed and tailored to the town’s new and improved image.
11

12. Core Assets and Attractions in the Community
Physiography + Climate:
• Located in Central Florida
• Warm and temperate climate
• Flat and wooded with farmland
• Three local springs within 10 min. from town
Culture + History:
• "Antique Capital" of North Central Florida
• Friendly and welcoming locals
• Quaint, family-oriented culture
Mix of Activities:
• Water sports
• Spa + Leisure
• Art Museum
• Thrift Shopping
• Weekly Farmers Market
Special Events:
• Santa Fe River Fest – April 17
• Annual Pioneer Days Festival – April 23
• High Springs Christmas Parade + Tree Lighting
Entertainment:
• Downtown shopping district
• Poe, Blue, and Ginnie Springs
• O'Leno State Park
• Drift Paddle Board Rentals
• Adventure Outpost Kayak and Canoe Rentals
Superstructure:
• Cadillac Motel
• Grady House Bed and Breakfast
• Rustic Inn Bed and Breakfast
• The Great Outdoors Restaurant
• True Blue Cafe
Market Ties
• Business Tie – employment with springs or state park
• Tie to Smithsonian exhibit
• Families visiting University of Florida
The assets analysis shows what
the community already has in
place in different core assets
and attractions.
12

13. Supporting Factors and Resources
Infrastructure:
• Railway system built in 1892
• Police and fire department
• Government department
• Education system
• All basic service needs suppliers
Accessibility:
• Access points via I-75, North Florida Highway
• Gainesville Regional Airport (GRA) located few
miles outside of city
• Multiple rental car services available
Facilitating Resources:
• Limited human resources
• Advisory board
• Community Development Agency
Hospitality:
• Hometown feel
• Welcoming residents
• Open to tourism expansion
Enterprise:
• Minimal enterprise/business start-up
• Retail
• Agriculture
• Nature and Wildlife Preservation
Political Will
• Low as seen by improper signage and
superstructure
• Lack of DMO or CVB
The assets analysis shows what
the community already has in
place in different supporting
factors and resources.
13

14. High Springs Micanopy Savannah, GA
Physiography +
Climate:
• Located in Central
Florida
• Warm and
climate
• Flat and wooded
farmland
• Three local springs
within 10 min. from
town
• Palmetto and pine
scrub
• Bison and bear
• Warm and
temperate climate
• Heavy summer rains
• Warm and
temperate climate
• Miles away from
Atlantic Coast
• Summer rains and
light winter snow
• Rolling hills
• Savannah River
Culture +
History:
• "Antique Capital" of
North Central
• Friendly and
welcoming locals
• Quaint, family-
oriented culture
• 'Mom and pop' feel
• Welcoming and
antique-driven
atmosphere
• Open to tourism and
visitors
• Historic district
• Established 1733
• Colonial
architecture
• Art district (SCAD)
• Music and film
festivals
Mix of Activities:
• Water sports
• Spa + Leisure
• Art Museum
• Thrift Shopping
• Weekly Farmers
Market
• Paynes Prairie
• Smiley's Huge
Antique Mall
• Barr Hammock
Preserve
• Coon Hollo Farm
• Delectable
Collectibles antique
store
• Art and museums
• Trolley and ghost
tours
• Local food and bars
• Downtown shopping
• Historic tours
• Biking, kayaking,
boating
• Parks and "squares"
The competitive analysis shows
how the different features from
High Springs compares to
similar communities like
Micanopy and Savannah.
14

15. High Springs Micanopy Savannah, GA
Special Events:
• Santa Fe River Fest –
April 17
• Annual Pioneer Days
Festival – April 23
• High Springs
Parade + Tree Lighting
• Trail of Payne 10k run
in March
• Spring Cleanup Day-
April 2nd
• Tree Committee
Meeting- June 1st
• Micanopy Fall
Harvest Festival-
October 29th
• Savannah Zombie
Walk
• "State of the Art"
weekend
• Art March
• Savannah Jewish
Film Festival
• Savannah Music
festival
• Craft Brew 5k beer
race
• History on the run-
race for preservation
Entertainment:
• Downtown shopping
district
• Poe, Blue, and Ginnie
Springs
• O'Leno State Park
• Drift Paddle Board
Rentals
• Adventure Outpost
Kayak and Canoe
Rentals
• Paynes Prairie
• Antique shopping
• Pearl's Country
Barbecue
• Café Risque
• Innovative
Entertainment- DJ
service
• Savannah Theatre
• Savannah waterfront
• Savannah Slow Ride
• Local bars and clubs
• Downtown shopping
• Savannah Derby
Devils
• Savannah Smiles
Dueling Piano Bar
Superstructure:
• Cadillac Motel
• Grady House Bed and
Breakfast
• Rustic Inn Bed and
Breakfast
• The Great Outdoors
Restaurant
• True Blue Cafe
• Herlong House Bed &
Breakfast
• Old Baptist Church
• Simonton House
• Pearl's Country
Barbecue
• Old Florida Café
• Coffee n' Creme
• Marchall House,
Azalea Inn and
Gardens, Old Harbour
Inn
• Leopold Ice Cream
• The Cathedral of
St.John the Baptist
• Savannah College of
Art and Design
15

16. High Springs Micanopy Savannah, GA
Market Ties:
• Business tie-
employment at
springs or state park
• Tie to Smithsonian
exhibit
• Families visiting
University of Florida
• Business tie-
employment at
Paynes Prairie
• Families visiting
University of Florida
• Students at SCAD
• Families visiting
SCAD
• Business ties to port
• Business ties to
Historic Restoration
projects
Infrastructure:
• Railway system built
in 1892
• Police and fire
department
• Government
department
• Education system
• All basic service needs
suppliers
• Police and fire
department
• Education system
• Government
department
• Visitors Center
• Micanopy Cemetery
• Municipal Wharves
• Historic Downtown
Squares
• Water reclamation
• Cemeteries
Accessibility:
• Access points via I-75,
North Florida
Highway
• Gainesville Regional
Airport (GRA) located
few miles outside of
city
• Multiple rental car
services available
• Access points via I-75
• Lake Wauburg via US
441/13th Street
running through
Gainesville
• Access points via I-95
• Walking paths and
bike trails through
downtown
• Hop-on trolleys
through town
• Horse and Carriage
• Savannah Airport
16

17. High Springs Micanopy Savannah, GA
Facilitating
Resources:
• Limited human
resources
• Major and commission
department
• Advisory board
• Community
Development Agency
• Limited human
resources
• Advisory board
• Community
Development Agency
• Chamber of
Commerce
• Tourism Management
and Ambassadorship
Department
• Compliance and
Enforcement
committee for tours
• Tourism Advisory
Board
• VisitSavannah DMO
Hospitality:
• Hometown feel
• Welcoming residents
• Open to tourism
expansion
• Hometown feel
• Original and country
restaurants and retail
stores
• Historic
• Welcoming locals
• Open and encouraging
to tourism
• Eclectic
Enterprise:
• Minimal
enterprise/business
start-up
• Retail
• Agriculture
• Nature and Wildlife
Preservation
• Agriculture/farmland
• Minimal
enterprise/business
start-up
• Nature and Wildlife
Preservation
• Retail
• Antique
• Tourism based
businesses
• Moderate
enterprise/business
start-up
Political Will:
• Low as seen by
improper signage and
superstructure
• Lack of DMO or CVB
• Low as seen by
improper signage and
superstructure
• Lack of DMO and
CVB
• High as seen by
proper signage
• Active DMO and CVB
• Available
transportation
• Government funding 17

18. High Springs Micanopy Savannah, GA
Core Assets
&
Attractors LOW LOW MODERATE
Supporting
Factors &
Resources
LOW LOW MODERATE
The competitive comparison
shows the Core Assets and
Attractors and the Supporting
Factors and Resources within
High Springs as compared to
Micanopy and Savannah.
18

19. The trends analysis is the
different emerging trends in
the tourism industry that we
have implemented into the
scenarios for High Springs.
Trend #1:
Staycation
Traveling closer to home
is ideal. This enhances
the way locals perceive
their own environment by
providing insight into
existing attributes. For
example, High Springs
can embrace this by
creating a mailing list,
locals-only discounts,
word of mouth
advertising and training
locals to be ambassadors
for tours (Fuggle, Lucy).
If the staff at Ginnie
Springs were locals, the
overall morale and
atmosphere of this
tourism activity would be
heightened with genuine
knowledge and passion of
the nature.
Trend #2:
Experience
Travel
As affluent travelers become
increasingly acquainted
with cultures dissimilar to
their own, the desire to see
and experience something
that is “authentic” and
“genuine” has prompted the
development of sites,
museums, tours, and even
hotels that simulate a
foreign reality (Arianna
Drumond). High Springs is
known for its antiques and
arts, which can be a major
attractor to the tourism
market if promoted
properly. Visitors find
interest in purchasing
products that are perceived
as traditional and local
because it appeals to their
desire for authenticity.
Trend #3:
Adventurous
Baby
Boomers
There is a growing trend
within the baby boomer
generation in pursuing a
more active lifestyle. They
having increasingly more
disposable income as they
reach retirement age and
many of them are using this
towards living a healthier
lifestyle. According to
Southern university only
11% of baby boomers face
health problems. Also an
article by US news stated
that the Baby Boomer
generation has a "growing
interest in travel and
recreation." This is an
important trend as there
are a lot of opportunity for
the Baby Boomer
generation to participate in
recreational activities in
High Springs. 19

20. The capacity analysis consists
of the maximum number of
tourists High Springs can
welcome into the community,
without depletion of the
physical, economic, and socio-
cultural environment.
High Springs has limited year-round
capacity with a high season during the
summer time. In 2013, the population of
High Springs was 5, 535 people, so the
low capacity is not currently an issue
but could very quickly become one in the
event of an influx in tourism. The
downtown area consists of only one-
street and could result in traffic density
and lack of parking if the number of
visitors increased substantially.
The High Springs Museum, Ginnie
Springs, and state parks are the most
important attractions for entertainment
and recreation, but visitors may resist
staying overnight due to the low lodging
availability. As High Spring attracts
most visitors during the summer, this
would be the ideal time to hold sporting
and recreational events as well as year-
round art and music festivals.
Despite High Springs’ close proximity to
Gainesville, it is still a small-population
community and therefore the available
human recourses and accommodation
facilities must be increased for the sake
of supporting potential tourism
development.
20
•The High Springs Country Inn -
19 rooms
•Cadillac Motel
Hotels:
•Grady House
•Rustic Inn
Bed +
Breakfasts:
Camping:
•The Great Outdoors Restaurant
•True Blue Cafe (limited
seating)
•Bev‘s Burgers
•The Talented Cookie Company
Dining:
•Approximately 3,255 people
within the working age
population (ages 18-64)
Human
Resources:
•Amtrak
•Greyhound Bus Lines
Public
Transportation:
• Camp Kulaqua Retreat and
Conference Center
• High Springs Campground
• Blue Springs Park
• Ginnie Springs Outdoors

21. Getz proposed the
destination life cycle model.
It contains 6 stages that
relate to the development of
any given location.
High Springs is in the
Involvement stage.
The city is beginning to
notice increased visitor
revenue, provide
accommodation, guided
recreation, and kick-start
advertising.
The life cycle is the different
stages a community will go
through as a tourism
destination.
21

22. Type of crisis
Likelihood
Event Oriented Risk 1
Contaminated Water 2
Civil unrest 2
Wildfire 3
Act of violence against tourists 1
Death of a tourist/drowning 1
Animal attacks 2
Deadly heat wave 3
Hurricane 3
Flooding 3
This risk assessment addresses
the likelihood of a crisis
happening in High Springs.
On a 1-5 Likert-type scale:
1= very unlikely
5= very likely
22

23. Type of Crisis Vulnerability
Event Oriented Risk 2
Contaminated Water 3
Civil Unrest 3
Wildfire 2
Acts of violence against tourists 1
Death of a tourist 1
Animal attacks 2
Deadly heat wave 4
Hurricane 5
Flooding 4
This risk assessment addresses
the vulnerability of the
community to a crisis in terms
of what it has in place for
protection and safety.
On a 1-5 Likert-type scale:
1= low vulnerability
5= high vulnerability
23

24. Type of crisis
Composite score
(likelihood + vulnerability)
Event Oriented Risk 5+2=7
Hotel bombing 2+3=5
Civil unrest 3+3=6
Wildfire 4+2=6
Act of violence against tourist 3+1=4
Death of tourist/drowning 4+2=6
Animal attacks 5+1=6
Deadly heat wave 3+4=7
Hurricane 4+5=9
Flooding 4+4=8
These scores are the
combination of the likelihood of
a risk occurring and the
vulnerability of the community
to the risk. The composite score
shows the over all risk factors
to High Springs.
24

25. Our overall goal is to develop
sustainable and desirable tourism. By
having cultural, educational, and
recreational activities that draw
visitors, High Springs will be a
successful destination.
Goals are broad ideal targets
we, as the tourism development
council, hope to implement for
High Springs.
25

26. The objectives are what we
hope to achieve for the
community with the
implementation of the ten year
plan.
Create welcoming environment for continuous increase of visitor
arrivals
Increase signage for accessibility of town
Revitalize downtown through historic preservation and art
enhancements
Create partnerships with businesses in neighboring towns
Generate awareness through a strong brand identity
Educate local residents on importance of tourism development
Strengthen external communication outlets
Increase downtown infrastructure and reduce existing vacancies
Increase revenue for tourism development
1.
2.
3.
4.
5.
6.
7.
8.
9.
26

27. #1: The Great
Escape
#2: Outdoor
Adventure +
Recreation
Getaway
#3: Historic Art
+
Music District
We developed three
possible scenarios that
could be the future of High
Springs. Each one is based
on a different timeline and
geared towards a different
demographic.
27

28. High Springs is a historic and charming small town located between Gainesville & Lake City Florida. This
historic city is filled with rich culture, history, tradition, recreation, and adventure. The majority of our visitors
are retired and looking for a relaxing weekend trip. With health and fitness becoming so important, many of
our visitors enjoy the ability to stay active while traveling. Most of our visitors choose our rental bikes to cruise
around town and enjoy the beautiful views. Visitors seeking adventure can gear up with water sports
equipment at Rum 28 and canoe their way down the Santa Fe River. They can then take a break from the
hustle of everyday life and enjoy our popular “yoga at the park” events, held every Saturday afternoon in
Memorial Park, located only 3 miles from our historic downtown. History lovers can travel back in time by
stopping to explore the unique antiques at Roadside Relics.
High Springs is known for the crystal blue springs and breath taking nature views. Visitors can’t leave without
participating in one of our many nature tours or recreational activities; such as hiking, kayaking or water
diving. The locals will make you feel at home in one of our historic Bed & Breakfast lodging options. This
small Florida town will inevitably take you back to the simpler times, while immersing you in the natural
beauty that High Springs has to offer.
Key Points
• Small town with high
appeal to adventure
seeking baby boomers
• Activities such as:
• Yoga in the Park
• Bike Rentals
• Community Game
Nights
• Antique Shopping
• Afternoons spent at
parks & springs
• Lodging is unique and
historic (Bed & Breakfasts)
28

29. Welcome to High Springs, a city well known for its majestic scenery in true North Florida nature.
All year around, Blue Springs, Ginnie springs, and Poe Springs attract many tourists seeking
adventure and recreation in the outdoors. With the increasing trend of Multi-Generational
Families traveling together, High Springs has taken the opportunity to create a weekend
getaway package with a bundle of accommodations and activities that the entire family can
enjoy. The Authentic High Springs Adventure package offers the convenience of time and
personalization with bundle pricing. This package includes lodging options for either camping or
staying overnight in cabins at the springs; bus shuttle services from the Springs to downtown;
bike rentals promos; food & beverage discounts at selected restaurants; and special event tickets
around downtown.
When visitors initially arrive at the Springs, they can choose to participate in a variety of
activities such as a Water Obstacle Course, Kayak Racing, or even join in groups for Aqua
Zumba. After a day filled with water sports and wildlife spotting, explorers head to Main Street
to splurge on a variety of local food delicacies. As the sun sets, visitors head back to the Springs
to set up their tents in the campsite; the established cabins at the Springs; or relax in a cozy Bed
and Breakfast.
Key Points:
*Based on a 10 year timeline
• Authentic High Springs
Travel Package which
Includes:
• Admission to
Springs
• Lodging:
• Campsites
• Cabins
• Transportation:
• Bus Shuttle
• Bike Rentals
• Food & Beverage
discounts to local
restaurants
• Playhouse show
29

30. High Springs is recognized for its presence in the tourism community as a cultural hub of arts,
music, and history. Frequented by millennials, baby boomers, and families alike, its Savannah-inspired
atmosphere is quaint, charming, and current while maintaining a small community feel and a
welcoming environment. In the downtown district one can find a variety of antique malls, art galleries,
gift boutiques, coffee shops, bakeries, and restaurants. In addition to these downtown staples, there are
also frequent monthly events and attractions. During the weekends, there are historical tours available
to tourists who have an interest in educating themselves on the town's roots and extensive history in a
fun and entertaining manner. There are also arts and crafts festivals held regularly featuring local
artists selling their handcrafted pieces and local musicians playing live music for the attendees as they
browse. Art is featured in a unique manner during the town's gallery walks, when all of the town's
galleries are open simultaneously and serving light refreshments. It is during this time that artists can
also be seen painting intricate murals on the sides of the downtown buildings. As craft beer and street
food is a growing trend in today's society, there are also seasonal rallies held in the town center that
feature food trucks and local beer vendors from the neighboring Gainesville breweries. When the
holidays come around, the town is truly brought to life with the ceremonious lighting of the community
Christmas tree as well as the luminaries that line the historic cobblestone streets of downtown on
Christmas Eve. Through these various events, which can all be found in the town's monthly event
calendar, High Springs generates an ideal level tourism as well as enjoying a stable economic status
through the revenue they bring in. High Springs provides the best of both worlds with its blend of
historical old town charm and emerging contemporary trends, offering something for everyone in a town
that truly embodies the good nature of the south.
Key Points:
*Based on a 10-20 year plan
• Attracts a variety of
target market groups
• Small town feel with the
activities and tourism
draw of a successful
tourism destination
• Unique and diverse
events that appeal to all
crowds
• Town has reached
optimum long-term
growth (beyond 10 year
plan)
30

31. Objective Scenario #1
Scenario
#2
Scenario
#3
1. Create welcoming environment for continuous
increase of visitor arrivals 2 3 5
2. Increase signage for accessibility of town 3 3 4
3. Revitalize downtown through historic preservation
through art enhancements 3 4 5
4. Create Partnerships with neighboring towns
2 4 5
5. Boost community involvement
2 5 5
6. Generate awareness through a strong brand identity
1 3 5
7. Educate local residents on importance of tourism
development 3 5 5
8. Strengthen external communication outlets
2 3 4
9. Increase downtown infrastructure
3 4 5
10. Increase revenue for tourism development
2 4 5
TOTAL: 23 38 48
31

32. The ideal scenario encompasses
our vision and objectives for the
tourism development of High
Springs in the prospective ten
years. It is structured to create
value for the community while
still preserving the existing
philosophy of High Springs.
32
10 YEAR IDEAL:
Outdoor Adventure + Recreation
Getaway
For the purpose of a ten year
timeline, we have selected this
scenario as the most feasible with the
highest likelihood of successful
implementation. As High Springs
already has all the existing natural
infrastructure required, it would not
be difficult for this scenario to
flourish within the time allotted.
FUTURE:
Historic Art + Music District
However, we have also considered the future
of High Springs beyond the next ten years
and for the town’s long-term sustainability,
we foresee it transitioning into the Historic
Art + Music District scenario. This quaint,
Savannah-inspired plan would encompass
the preservation of High Springs’ historical
characteristics while continuing to appeal to
outdoors lovers and cultural travelers alike.

33. The market analysis goes over
the ideal target market for each
scenario. This will be used to
efficiently implement the plan.
33
Target Market: "The Great Escape"
Scenario 1 aims to attract the "baby boomer generation.” This market segment
primarily includes retirees that are highly educated, have an interest in
history, and boast high disposable incomes. They travel for pleasure, history,
and leisure activates such as historical tours, spas, golfing, and other high end
activities. 70% of this target market travel during the weekends and roughly
30% prefer to travel during the week. High Springs could be branded as the
ideal place in Florida for retirees to come enjoy a stress free, nature-filled,
relaxing weekend. Here they can get away from the constant rush of everyday
life and enjoy the simple pleasures found in nature, history, and community.
Target Market: “Outdoor Adventure and Recreation Getaway”
Scenario 2 is designed to target multigenerational families, including the
baby boomer generation, X generation, and Y generation. Families are
continuously looking for nearby vacations that everyone in the family can
enjoy, without breaking the bank. Google trends reported a 10% increase in
“staycation” searches, which makes families the ideal target market for High
Springs. (Google, 2014)
Target Market: “Historic Art and Music District”
Scenario 3 aims to target all generational areas, including millennials.
According to Forbes, 86% of millennials wanted to experience the culture
and 69% wanted to eat local foods. Millennials are the perfect target
market as they will want to embrace the culture and history of High
Springs and indulge in the local food and scenery. (Lane, 2016)

34. This is the action plan and the
accompanying steps that need
to be taken to make the ideal
scenario a reality for High
Springs.
Step One: Conduct Research
Overview:
The research process will provide a
foundation of knowledge to begin
implementing the ideal scenario and
allow for a more affective process.
Plan:
• Introduce plan at CRA meeting
• Gather feedback from residents and
local business owners
• Circulate visitor and resident surveys
• Partner with the Alachua County
Tourism Development Council to
conduct further research on
surrounding demographics and
feasibility of plan
• Create a research committee that can
stay current on the latest trends and
monitor the evolving opinions of
stakeholders
Assessment:
• Analyze visitor and resident feedback
• Create a monthly research report on
tourism activity
• Monitor continuous involvement on
social media (Facebook, Instagram,
34

35. Step Two: Introduce and Develop Tourism Organizations
Overview:
This step is crucial in maintaining
efficiency of the ideal scenario.
These tourism related organizations
will assist in making High Springs a
sustainable and competitive tourism
destination.
Plan:
• Continue development and
involvement of the Parks and
Recreation Board and the Plan Board
and Historic Preservation
• Work closely with Visit Gainesville
as the DMO
• Create guidelines for new businesses
to maintain the historic preservation
• Create a small tourism committee
that can work with the DMO on a
local level
• Keep tourism related issues in the
CRA agenda.
Assessment:
• Measure activity done by the
tourisms organizations
• Gather feedback from the
organizations and other stakeholders
on progress 35

36. Step Three: Increase Awareness and Advertise
Overview:
Through advertising, High Springs
can increase their target segment and
awareness in the surrounding areas.
Plan:
• Begin advertising in local
surrounding areas through
billboards, Gainesville visitor
center, and Visit Gainesville DMO.
• Create E-Mail updates for
interested visitors
• Partner with UF to reach a larger
market.
• Partner with Groupon/Living
Social to provide coupons and deals
as incentives for people to visit
• Increase presence on social media
(Facebook, Instagram, Twitter,
etc.)
Assessment:
• Compare research reports before
advertising to research reports
done after advertising.
• Compare financial gains after
36

37. Step Four: Improve Infrastructure and Superstructure
Overview:
The development of infrastructure is
important so that visitors may have
easy access throughout the destination.
These include transportation, and
hospitality related businesses.
Plan:
• Increase signage leading towards
downtown area, springs, parks, and
visitor center
• Increase availability of public
restrooms, particularly near the
springs and parks for easy access
• Increase ease of transportation.
(Shuttles from the springs to
downtown, parking, bike racks)
• Increase accessibility with
hotels/B&Bs via increased signage
and easy parking
• Possibly introduce horse and
carriage rides for downtown/historic
area
• Maintain historic architecture
through established guidelines with
the Historic Preservation Board
Assessment:
• Measure visitor satisfaction with the
increased signage
• Analyze increase in visitors through
monthly research reports
37

38. Step Five: Product Development
Overview:
The product development stage is the
creative step that will encourage more
people to visit High Springs. This will
happen through the increase of activities
and local events.
Plan:
• Introduce new events and activities
that build upon the ideal scenario
• Create special gathering for local
farmers market, live music, yoga in the
park, rail to trail, recreation, etc.
• Provide incentives for local businesses
to host special events
• Provide incentives for visitors to
extend their trips. (Ex: Come for one
day at the spring-stay another day for
an arts market with live music)
• Increase local shops and antique stores
to create a downtown shopping district
• Tailor events to high and low seasons
to increase revenue on off-peak times
• Use hotel/B&B promotions to increase
the length of visitors stays
Assessment:
• Measure length of visitors stays
• Analyze visitor surveys, TripAdvisor
reviews, and social media interactions. 38

39. Ways that High Springs can
fuel their abundant ideas to be
a desirable destination.
39
Tourism Development Council
(increase bed tax revenue)
Cultural, Heritage, Rural, and Nature
Tourism Grant Program
Small Business Grant Program
Federal loans and tax dollars
Recommended Funding Measures:

40. Thoughts on how High Springs
can become a superior
destination in North Central
Florida.
40
 Clear, visible signage with distinct city branding and
evident sense of place
 Local community is aware of and actively involved in
tourism expansion efforts
 Downtown spaces are no more than 20% vacant
 High Springs has an active and informative social
media/advertising presence
 Update websites to represent existing offerings
 Advertise/fully staff the 3 local springs
 Expand the number of farmer's market vendors and
increase event frequency
 Increase campsite lodging infrastructure to meet
needs of a broader target segment and increase bed
tax revenue
 Advertise in local restaurants for community outdoor
water sports and activities
 Properly train staff to be knowledgeable on the area
for questions that tourists may have

41. Evaluation must be performed
every 6 months to ensure that
High Springs is remaining on
track with the goals of the plan
that it is following.
41
Objectives Results Expected
1. Create welcoming environment for continuous
increase of visitor arrivals Increased visitor arrivals by 10% annually
2. Increase signage for accessibility of town
Visitors are being directed into town center
from highway/surrounding areas
3. Revitalize downtown through historic
preservation and art enhancements Downtown is a thriving cultural hub
4. Create partnerships with businesses in
neighboring towns
Local offerings have been increased and
therefore meet a greater need
5. Educate local residents on importance of
tourism development
Locals are supportive and participative in
tourism implementations
6. Generate awareness through a strong brand
identity
Visitors are clear on what they will
experience when they visit the town
7. Strengthen external social media outlets Town has a strong, informative, and
regularly active social media presence
8. Increase downtown infrastructure and reduce
existing vacancies
Area has a wide variety of offerings for
visitors to select from
9. Increase revenue for tourism development
Revitalization is financially sustainable

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and Activities to Locals." The Staycation Trend: 9 Creative Ways to Market
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<https://www.trekksoft.com/en/blog/staycations-local-travel-market>
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Contextualizing Authenticity in Tourism: An Examination of Postmodern
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Tourism Theory. Retrieved April 05, 2016, from
https://blogs.commons.georgetown.edu/cctp-725-
fall2013/2013/12/14/contextualizing-authenticity-in-tourism-an-examination-of-
postmodern-tourism-theory/
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Swap Your Vacation for a Staycation? Retrieved April 12, 2016, from Visit
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