This section will overview this Village Profile characteristic by converging the following Village Profile Survey Characteristic Groups (see Appendix S), including the ranking of the suggested profile:
- (4) Travel corridor to/from the northern and eastern regions of Herkimer County (Avg: 58%)
- Corridor of travel in for its retail offering, dining, entertainment (69%)
- Corridor out for travelers and tourists to the North Country from the NYS Thruway (48%)
- (8) Expose and clearly define the County Seat profile/persona (Avg: 58%)
- Integrate the Historical nature of the Village (65%)
- Amplify the profile through marketing inside and outside the Village (52%)
- (9) Develop a Tourism Profile that amplifies the Village as a Travel Corridor (Avg: 47%)
- Mohawk River boat rides/tours (62%)
- Herkimer Diamond Mines (55%)
- Herkimer County Historical Society (53%)
- Integrated bus tours multi-site/stop flow (42%)
- KOA Campgrounds (36%)
- (11) Visitor and Traveler Friendly (Avg: 51%)
- Promoting venues for shopping, dining, entertainment (70%)
- College family visiting encouraged and marketed (54%)
- Rich with Hospitality Industry (hotels, motels) (50%)
Characteristic description
The Village of Herkimer is located at the “intersection” of Route 5, Route 28, and Route 90. In sales the most important influences are location, location, and location. From that vantage point, the Village of Herkimer is in the perfect “location” to (1) support the needs of travelers along these primary state roadways and (2) enable easy access to tourists interested in what Herkimer has to offer.
NOTE: As per this document, travelers are those that are in route to a location other than the Village of Herkimer, but are either enticed or in need of stopping in for a specific or general reason; while tourists are those that have the Village of Herkimer as their destination. For example, there are those that are tourists headed for locations north, such as Old Forge, or south for Cooperstown, and are therefore travelers that get off at route 90 to travel route 28 to either of these destinations. In these example scenarios, a tourist becomes a traveler. If they enjoy what they see, they may later be enticed to become a tourist of the Village.
Travelers and tourists have a direct positive impact on a municipality’s economy by contributing revenue, and therefore employment opportunities to local businesses and establish the basis for new businesses specific to this form of market.
This section will provide an introductory review of the Village’s current profile in support of each of these forms of economic influence, as well as a vision of and actions that the Village should focus on to enhance this market offering, and therefore market opportunity.
NOTE: As per this document, travelers are those that are in route to a location other than the Village of Herkimer, but are either enticed or in need of stopping in for a specific or general reason; while tourists are those that have the Village of Herkimer as their destination. For example, there are those that are tourists headed for locations north, such as Old Forge, or south for Cooperstown, and are therefore travelers that get off at route 90 to travel route 28 to either of these destinations. In these example scenarios, a tourist becomes a traveler. If they enjoy what they see, they may later be enticed to become a tourist of the Village.
Travelers and tourists have a direct positive impact on a municipality’s economy by contributing revenue, and therefore employment opportunities to local businesses and establish the basis for new businesses specific to this form of market.
This section will provide an introductory review of the Village’s current profile in support of each of these forms of economic influence, as well as a vision of and actions that the Village should focus on to enhance this market offering, and therefore market opportunity.
Traveler Friendly Community
The term traveler is defined by English Oxford Living Dictionary (2018) as “a person (or persons) who is travelling or often travels”, whereby Wikipedia (2018) defines travelers as “a person who is travelling or visiting a place for pleasure.” The point of focus is that a traveler can be a person or group of people (i.e. family) who is/are:
They could also be a person (or persons) who pass by or through the Village on a regular basis due to their job, or business or for personal reasons.
Whatever the reason for a traveler to be passing by or though the Village, it is imperative that we establish a clear message that the Village of Herkimer is “open for business” to serve their travel needs. This travel need could be to refuel a vehicle; it could be purchase supplies for their journey or destination; it could be to grab some breakfast, lunch, or dinner; or it could be to just stretch their legs and take a walk around as a break in a long journey.
To be traveler friendly as a community, we need to attract travelers, and then provide a positive experience in meeting their travel needs.
- traveling to a far off location, but is passing nearby or through the Village; or
- traveling to a location near, and is passing nearby or through the Village to reach that destination.
They could also be a person (or persons) who pass by or through the Village on a regular basis due to their job, or business or for personal reasons.
Whatever the reason for a traveler to be passing by or though the Village, it is imperative that we establish a clear message that the Village of Herkimer is “open for business” to serve their travel needs. This travel need could be to refuel a vehicle; it could be purchase supplies for their journey or destination; it could be to grab some breakfast, lunch, or dinner; or it could be to just stretch their legs and take a walk around as a break in a long journey.
To be traveler friendly as a community, we need to attract travelers, and then provide a positive experience in meeting their travel needs.
Attracting Travelers
Going back to the definition of a traveler, it is assumed that the person (or persons) would travel past or through the Village of Herkimer without stopping, unless they have travel needs. However, just having travel needs won’t ensure the traveler will satisfy those needs in the Village unless we are able to attract the traveler in alignment with their needs. An Action per this characterization group will be planned to develop a marketing program identifying taking steps to increase attraction of travelers.
For example, if a traveler is hungry and they approach Exit 30 on Route 90 East or West, then the only reason they would consider pulling off the NYS Thruway is because they knew there are diners, fast-food or full-service restaurants, or convenience stores in the Village. For those passing by for the first time, there would need to be signage that was easily identified, whereas for those that are frequent travelers by the Village, they would also have to recollect a “good experience” in a previous stop in the Village.
For example, if a traveler is hungry and they approach Exit 30 on Route 90 East or West, then the only reason they would consider pulling off the NYS Thruway is because they knew there are diners, fast-food or full-service restaurants, or convenience stores in the Village. For those passing by for the first time, there would need to be signage that was easily identified, whereas for those that are frequent travelers by the Village, they would also have to recollect a “good experience” in a previous stop in the Village.
To attract travelers to the Village, we will be required to establish a consistent and effective method of signage to alert travelers on state roadways of the various forms of traveler service available in the Village. It is expected that this will need to be done in alignment with the NYS DOT Sign Program - Specific Service (LOGO) Signs regulations (as per https://www.dot.ny.gov/programs/nys-signs/logo).
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Another means of attracting the attention of travelers is through a more digital friendly approach. As demonstrated in the image below, this is a Google Map display that is produced automatically when a person is near (or in) the Village of Herkimer and enters “restaurants open near me” into the Google Map search feature.
The results provide a very easy to understand listing of the venues available at the exact time that the search was performed, while also providing links to each restaurant’s website. A traveler can also click on the food icon (fork/knife) and Google Maps will provide interactive driving (or walking or biking) instructions to that specific establishment.
The results provide a very easy to understand listing of the venues available at the exact time that the search was performed, while also providing links to each restaurant’s website. A traveler can also click on the food icon (fork/knife) and Google Maps will provide interactive driving (or walking or biking) instructions to that specific establishment.
This is a very effective means of “attracting” travelers to our Village, so long as the restaurants, gas stations, and hotels (for example) are digitally listed on the web and will be listed when such a search is performed.
It should be noted that those actions undertaken to enhance the Traveler friendly profile of the Village of Herkimer is directly influenced by (and an influence of) the plans for the Village becoming the Retail Center of Herkimer County. The more effective we are in attracting travelers to the Village venues, the more viable and therefore successful these business establishments will be as an influence in the Village succeeding in it Retail Center strategy.
It should be noted that those actions undertaken to enhance the Traveler friendly profile of the Village of Herkimer is directly influenced by (and an influence of) the plans for the Village becoming the Retail Center of Herkimer County. The more effective we are in attracting travelers to the Village venues, the more viable and therefore successful these business establishments will be as an influence in the Village succeeding in it Retail Center strategy.
Tourism Friendly Community
The term tourism is defined by English Oxford Living Dictionary (2018) as “the commercial organization and operation of vacations and visits to places of interest.” Per Wikipedia (2018), it defines “A tourist attraction is a place of interest where tourists visit, typically for its inherent or exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure and amusement.”
This is specifically applicable to the Village of Herkimer (as detailed further below), for its historical profile and the buildings, monuments, etc that remain accessible to those interested in the influence that this region has in revolutionary war and colonial days.
The Village of Herkimer is a current tourist location as per:
However it is worth noting that there is not a clear and concise marketing strategy that positions the Village of Herkimer as a tourist location, or that promotes the “Village located at Exit 30 on the New York State Thruway” as a place to experience both its history and its present offerings.
As a point reinforcing this lack of strategic marketing of the Village of Herkimer, the Central New York web site (referenced above) does not even include the Village of Herkimer in its introduction to Herkimer County as evidenced in the web site image (per Jan/2018 profile) below:
This is specifically applicable to the Village of Herkimer (as detailed further below), for its historical profile and the buildings, monuments, etc that remain accessible to those interested in the influence that this region has in revolutionary war and colonial days.
The Village of Herkimer is a current tourist location as per:
- TripAdvisor (per https://www.tripadvisor.com/Attractions-g47885-Activities-Herkimer_New_York.html), listing tourist attractions such as the Erie Canal Cruises, Herkimer Diamond Mines, Gems Along the Mohawk, Christyl Touch Massage, Herkimer County Historical Society, and Belly Up Pub;
- Herkimer County Chamber of Commerce (per http://www.herkimercountychamber.com/visit/places-to-stay/) which references several hotels/places for lodging including Red Roof Inn, Prospect Inn Complex, Herkimer Diamond Mines and KOA Resort, and the Inn Towne Motel; as well as places to eat (per http://www.herkimercountychamber.com/visit/places-to-eat/) listings of Crazy Otto, Denny’s Restaurant, PK’s Pub, and the Waterfront Grille;
- Central New York/I Love NY (per http://www.visitcentralnewyork.com/explore-the-region/herkimer/) posting Bellinger Rose Bed & Breakfast, Dominic’s Deli, Lil’ Diamond Cruises, Gems Along the Mohawk, Herkimer Diamond Mines, Herkimer’s Historic 4 Corners, Herkimer Motel & Suites, PK’s Pub, Portobello Inn Bed & Breakfast, Tony’s Pizza, and the Waterfront Grille;
However it is worth noting that there is not a clear and concise marketing strategy that positions the Village of Herkimer as a tourist location, or that promotes the “Village located at Exit 30 on the New York State Thruway” as a place to experience both its history and its present offerings.
As a point reinforcing this lack of strategic marketing of the Village of Herkimer, the Central New York web site (referenced above) does not even include the Village of Herkimer in its introduction to Herkimer County as evidenced in the web site image (per Jan/2018 profile) below:
Note that the term Herkimer is only used in conjunction with the term County or General Nicholas, but is left off the municipalities listed of Little Falls, Ilion, and Frankfort.
For the Village of Herkimer to become visible to those outside the area as they plan their vacations, it is critical that we establish a marketing strategy that is consistently presented in the above promotional web sites. This will be addressed in the section on Action Points below.
For the Village of Herkimer to become visible to those outside the area as they plan their vacations, it is critical that we establish a marketing strategy that is consistently presented in the above promotional web sites. This will be addressed in the section on Action Points below.
Marketing of Tourist Attractions
There is value in establishing a profile of the tourist attractions and accommodations that support travelers visiting the Village of Herkimer. The Village of Herkimer New York web site (per http://villageofherkimer.com/area-attractions.php) needs to be evaluated/reviewed as an active means of controlling the messaging of what the Village offers to those visiting the area, or passing through on their way to northern Herkimer County (i.e. Old Forge) – see home page image below.
The web site includes a range of interesting tourism attractions (i.e. Beardslee Castle, Fort Herkimer Church, Herkimer’s Historic Four Corners, Herkimer Historical Society, and Holy Trinity Monastery), iconic historical items (i.e. General Herkimer Statue, Erie Canal Lock 17), services (i.e. Erie Canal Cruises, Erie Canalway National Heritage Corridor), and entertainment (i.e. Mudville).
The web site includes a range of interesting tourism attractions (i.e. Beardslee Castle, Fort Herkimer Church, Herkimer’s Historic Four Corners, Herkimer Historical Society, and Holy Trinity Monastery), iconic historical items (i.e. General Herkimer Statue, Erie Canal Lock 17), services (i.e. Erie Canal Cruises, Erie Canalway National Heritage Corridor), and entertainment (i.e. Mudville).
The site could also provides an index of local businesses and it is this site which could be further developed as the primary web site detailing the value of the Village of Herkimer as a stop-off or destination location for travelers and tourists.
Another example of promoting all types of venues in the Village (which also applies to Traveler Friendly Community), including those specific to supporting tourism is demonstrated in the “fun map” below:
Another example of promoting all types of venues in the Village (which also applies to Traveler Friendly Community), including those specific to supporting tourism is demonstrated in the “fun map” below:
This approach is used in many tourist locations/regions, such as the one show above describing Lake George, NY for the 2016-2017 tourism season.
Collaboration with the Herkimer County Historical Society
The Herkimer County Historical Society (HCHS) is a premier association of interest as it pertains to the profiling and promoting historical landmarks, buildings, and the museum. The HCHS is primarily visible on Facebook (see https://www.facebook.com/herkimerhistory/) and only vague visibility on other sites. Without committing the HCHS to be directly involved in collaborating with the Village of Herkimer, it is the hope of the Village Planning Board that we will be able to collaborate in the development of those deliverables listed in the Action Points below.
NOTE: There are technologies in today’s (2018) landscape that could be leveraged to “bring life” to historical items using mobile applications that respond to the posting metal plaques in front of each Tourist attraction w/QR code that provides detailed descriptions/videos of the attraction.
NOTE: There are technologies in today’s (2018) landscape that could be leveraged to “bring life” to historical items using mobile applications that respond to the posting metal plaques in front of each Tourist attraction w/QR code that provides detailed descriptions/videos of the attraction.
ACTION POINTS
- Develop a Traveler and Tourism Marketing and Promotion Plan.
- Responsibility: Village Planning Board, Herkimer Business Association, Village Board of Trustees, Herkimer County Historical Society, Marketing Consulting Firm (to be determined)
- Develop a website to promote/detail venues available to Travelers and Tourists.
- Responsibility: Village Planning Board, Herkimer Business Association, Village Board of Trustees, Herkimer County Historical Society, Marketing Consulting Firm (to be determined)