inking Cur cgacy ro a !

cw Vision
A Keritage 1curism FIan fcr New Iersey
xccurivc Summary
\
]unc zoio
ABOVL, tcj rcu, left tc riglt: SjringelJ resbyterian Clurcl, SjringelJ (Vally Ccbetz), lehingtcn (N] Diiisicn cf Traiel c Tcurish), CreenuccJ CarJens,
Slcrt Hills (]cy YagiJ), center rcu, left tc riglt: Neu ]ersey Histcry air (Neu ]ersey Ofce cf Infcrhaticn Teclnclcgy), Delauare anJ Baritan Canal State arl
(]cln B. late), NcrhanJy Inn, Sjring Iale (N] Diiisicn cf Traiel cTcurish), bcttch rcu, left tc riglt: Aherican Iabcr Museuh, cttc Hcuse Naticnal Histcric
IanJharl, aterscn (ViliheJia Cchhcns /DhaJec), CarJen State Discciery Museuh, Clerry Hill (N] Diiisicn cf Traiel c Tcurish), Caje May Iigltlcuse
(Miclael McCcrhicl). O 1HL COVLR, tcj rcu, left tc riglt: urlingtcn (N] Diiisicn cf Traiel cTcurish), OlJ arracls ifes anJ Druhs, Trentcn (OlJ arracls
Museuh), HaJJcnelJ (N] Diiisicn cf Traiel c Tcurish), Center rcu, left tc riglt: Sjring Iale (N] Diiisicn cf Traiel c Tcurish), llis IslanJ Naticnal
Mcnuhent (aul cntana), MeaJculanJs niircnhental Center (N] Diiisicn cf Traiel cTcurish), cttch rcu, left tc riglt: Iucy tle lejlant, Margate (ViliheJia
Cchhcns/ DtcJtlingy), ]enlinscns Aquariuh, cint leasant eacl (N] Diiisicn cf Traiel c Tcurish), allantine Hcuse, Neuarl (Neuarl Museuh).
A Visicn fcr Keritage 1curism in New Iersey
Heiirage 1ouiism is essenrial ro rle economic vell Leing o ev ]eisey as riaveleis anu iesiuenrs visir leiirage sires
anu rovns ro enjoy aurlenric, valueu anu engaging exeiiences rlar: enhance the image cf New Iersey as a desirabIe
destinaticn with a rich histcry that pIayed a vitaI rcIe in cur naticn's grcwth, imprcve the state's eccncmy thrcugh visitcr
spending, and ccntribute tc the stewardship and sustainabiIity cf New Iersey's unique histcric, cuIturaI and naturaI assets.
On Lelal o rle memLeis o rle ev ]eisey Heiirage 1ouiism 1ask Ioice, I am
leaseu ro iesenr rle Neu ]ersey Heritage Tcurish Master lan. 1lis lan is rle iesulr
o inrensive voik Ly rle Heiirage 1ouiism 1ask Ioice anu numeious airneis vlo aie
commirreu ro making leiirage rouiism an even moie viral air o oui srare`s rliiu
laigesr inuusriyrouiism.
ev ]eisey las many slenuiu leiirage rouiism uesrinarionssucl as Cae Nay,
LamLeirville anu Lllis Islanuvlose visirois come ro exeiience lisroiic sires as vell as
naruial anu culruial oeiings. Noiiisrovn anu orlei ciries lave ueveloeu anu maiker
ev ]eisey`s miliraiy anu inuusriial
leiirage. Auuirionally, rle Ciossioaus
o rle Ameiican Revolurion arional
Heiirage Aiea vill encouiage rouiisrs
ro uiscovei Revolurionaiy ev ]eisey.
arional riavel rienus inuicare
rle economic Leneirs ev ]eisey can
geneiare virl a sriong leiirage
rouiism iogiam. A zoo, narional
riavel sruuy ieveals rlar ; o all
U.S. leisuie riaveleis airiciare in
culruial anu/oi leiirage acriviries
vlile riaveling, rianslaring ro ii.j
million auulrs eacl yeai. 1le economic imacr is cleai: culruial anu leiirage riaveleis
senu an aveiage o $,, ei rii comaieu ro only $6ii oi orlei leisuie riaveleis.
Collecrively, culruial leiirage riaveleis conriiLure moie rlan $i,z Lillion annually ro
rle U.S. economy.` ev ]eisey musr ra inro rlis economic ooiruniry.
We ioose rle oimarion o a ev ]eisey Inrei-agency Heiirage 1ouiism Council
ro ioviue leaueisli anu cieare a srareviue sysrem o airneislis. 1le council
voulu link srare agencies, uesrinarion maikering oiganizarions, leiirage anu culruial
oiganizarions, lisroiic sires, communiries anu orlei airneis ro oige a uniieu
aioacl ro leiirage rouiism uevelomenr.
By ieseiving oui lisroiic sires anu relling rle sroiies o oui srare`s asr, ev ]eisey
vill enjoy rle ievaius o leiirage rouiism Ly geneiaring incieaseu ievenue as ve
velcome moie visirois. We aie asking oui legislarois ro ievisir rle oimulas useu ro
unu rouiism, lisroiy anu rle airs rliougl rle lorel /morel rax anu ro invesr consiueiaLly
moie in oui srare`s rliiu laigesr inuusriy.
All rle memLeis o rle ev ]eisey Heiirage 1ouiism 1ask Ioice anu I look
oivaiu ro voiking virl eacl o you as ve make ev ]eisey a iemiei leiirage
rouiism uesrinarion.
Carlleen R. Lirvack
Clair, Neu ]ersey Heritage Tcurish Tasl crce
Message frcm the Chair
Mcnhcutl attleelJ
State arl (Keiin Abatc)
Tle Cultural anJ
Heritage Traieler,
Jiticn, Nanuala
Reseaicl, LLC,
Sruuy commissioneu Ly
arional 1iusr oi
Hisroiic Pieseivarion,
U.S. Culruial anu
Heiirage 1ouiism
Naikering Council anu
U.S. Deairmenr o
Commeice.)
A RTAC TC!RSM PA! ICR !W ]RSY l 1
"Wcrking in tandem
with casincs, arts, cuIture
and the Iersey shcre,
heritage tcurism is vitaI
tc the future cf cur
State's tcurism industry."
DO NARRADIO
1:cs:ucnt, 1ustc:n 1::s:vn,
1u::uh`s 1ntc:tu:ncnt
Kcw dces New Iersey suppcrt and fund
heritage tcurism?
As inreiesr in leiirage rouiism anu comeririon
oi visirarion las incieaseu in rle asr uecaue,
ev ]eisey`s invesrmenr in rouiism las ueclineu.
In zooj, legislarion vas enacreu ro imose a ;
Horel/Norel Srare Occuancy 1ax oi ev ]eisey
louging esraLlislmenrs. Arei ]uly i, zoo, rle ee
vas ieuuceu ro j. A lovei rax vas aioveu
oi ciries rlar alieauy lau a local occuancy rax:
evaik, Arlanric Ciry anu ]eisey Ciry (i) anu
rle Wiluvoous (j.ij).
In iscal yeai zoo, rle ev ]eisey Legislaruie
allocareu a oirion o ievenues geneiareu iom rle
rax ro suoir oui unuing aieas anu ser sraruroiy
minimums:
s hew Jersey CounciI for the Arts $16,000,000
s hew Jersey historicaI Commission $ 2,700,000
s hew Jersey ivision of 1raveI and 1ourism $ 9,000,000
s hew Jersey CuIturaI 1rust $ 500,000
Lven virl rle economic uovnruin, rax collecrions
incieaseu ro $j million in IYio iom $6j.i million
in IYoj. Hovevei, suoir oi rle oui uesignareu
unuing aieas las srayeu rle same oi uecieaseu.
Revenues lave insreau Leen uiiecreu ro rle srare
rieasuiy oi use in rle geneial unu. In IYio,
all oui ocus aieas veie unueu ar levels Lelov rle
sraruroiy minimum:
Keritage tcurism is. . .
traveIing tc experience
the pIaces and activities
that authenticaIIy
represent the stcries
and pecpIe cf the past.
It incIudes histcric,
cuIturaI and naturaI
rescurces.
1ut:vnu! T:ust {v:
1:stv::c 1:csc:ut:vn`s
uc{n:t:vn v{
hc::tugc tvu::s
New Iersey's Kistcry: A Legacy tc keep, A Stcry tc Share
In rle vake o rlese lisroiy-makeis anu culruie-
slaeis is rle rangiLle eviuence o ev ]eisey`s
unique legacy. ev ]eisey`s lisroiy is encaseu in
irs rianquil small rovns, viLianr uiLan cenreis anu
along scenic Lyvays anu virlin leiirage aieas.
Heie, ieviralizeu uovnrovns, museums, leiirage
riails, lunuieus o lisroiic sires anu a mulriruue o
secial evenrs anu iogiams ieseive rle Luilr
enviionmenr anu rell rle srare`s engaging sroiies.
ev ]eisey`s iemaikaLle lisroiy, rle many
laces rlar rell rlese sroiies anu rle commirmenr
o numeious airneis osirion rle srare ro uevelo
a leiirage rouiism iogiam vlicl vill arriacr
visirois, srimulare rle srare`s economy anu
conriiLure ro iesiuenrs` qualiry o lie. Anu ei-
las mosr imoiranr, ve lave rle ooiruniry ro
ully inreiier ev ]eisey`s lace in rle annals o
Ameiican lisroiy.
2 l A RTAC TC!RSM PA! ICR !W ]RSY
New Iersey KcteI l McteI 1ax kevenue
and Funding Areas
s holel/Molel 0ccupaucy Jax Reveuues s Jravel aud Jourisu
s New ersey Slale ^rls Couucil s N Cullural Jrusl
s New ersey hislorical Couuissiou
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
|Y05 |Y06 |Y07 |Y08 |Y09 |Y10
Tle Creen, Mcrristcun
(Ari Haln)
A sweeping gIance acrcss New Iersey's histcry Ieaves the firm impressicn cf a state rushing tc meet its
destiny. 1hcugh smaII in size, a mere 220 miIes Icng by 70 miIes acrcss, New Iersey
has had a majcr impact in shaping just abcut every aspect cf America's evcIuticn.
Striding acrcss the pages cf New Iersey's histcry are such pivctaI figures as
6ecrge Washingtcn, WaIt Whitman and 1hcmas discn. vents that transfcrmed the
naticn Iccm Iarge in New Iersey's past, frcm the kevcIuticnary War and creaticn cf
a new naticn in the 18th Century tc inventicns and new kinds cf prcducticn
during the IndustriaI kevcIuticn cf the 19th Century, and the 20th Century's cuIturaI
shifts tcward the grcwth cf suburbs, an increasingIy diverse pcpuIaticn and the
emergence cf vacaticn treks tc appeaIing New Iersey destinaticns.
Mcrris Ccunty's Destinaticn
Marketing 0rganizaticn uses
liuiled uaucial resources slralegically
lo prouole lhe area's hislory.
Jhe plau showcases our Nalioual
hisloric Lauduarks lo show lreuds iu
lhe ualiou's developueul aud lo cou
uecl lhe siles lo curreul issues. Jhe
0M0 has reached visilors lhrough
ualioual uagaziues like Preservaliou
aud ^uericau herilage. Morrislowu
was uaued oue o lhe Nalioual Jrusl
or hisloric Preservaliou's 0ozeu 0isliuclive 0esliualious
iu 2002-lhe ouly New ersey couuuuily lo be awarded
lhal desigualiou as o 2010.
Mcrris Ccunty's NaticnaI Kistcric Landmarks:
s villa |oulaua-houe o 19lh ceulury polilical
carloouisl Jhouas Nasl.
s Jhe Slickley Museuu al Cralsuau |arus-
1911 eslale o desiguer 0uslav Slickley.
s Morrislowu Nalioual hislorical Park-Eslablished iu
1933 as lhe ualiou's rsl Nalioual hislorical Park.
s hisloric Speedwell-Jells lhe slory o lhe birlh o lhe
^uericau |uduslrial Revoluliou.
s Support for the hew Jersey State CounciI on the Arts
feII beIow the poison piII IeveI to $14,440,000-
a shortage of $1,560,000.
s Support for the hew Jersey historicaI Commission feII
beIow the poison piII IeveI to $2,480,000-
a shortage of $220,000.
s Support for the hew Jersey ivision of 1raveI and
1ourism feII beIow the poison piII IeveI to $8,000,000-
a shortage of $1,000,000.
s Support for the hew Jersey CuIturaI 1rust feII beIow the
poison piII IeveI to $466,000-a shortage of $34,000.
Kcw dces New Iersey suppcrt the preservaticn
cf histcric rescurces and the deveIcpment cf
new heritage tcurism prcducts?
1le srare o ev ]eisey suoirs rle ieseivarion
o lisroiic iesouices in rvo iimaiy vays:
1) Ovneisli o jo lisroiic sires anu ji aiks
ieseiveu anu manageu rliougl rle ev ]eisey
Division o Paiks anu Ioiesriy.
2) Gianr iogiams anu reclnical assisrance
rliougl rle ev ]eisey Hisroiical Commission,
ev ]eisey Hisroiic 1iusr, ev ]eisey Culruial
1iusr anu ev ]eisey Scenic Byvays Piogiam.
1eclnical assisrance is also ioviueu Ly rle
ev ]eisey Hisroiic Pieseivarion Oice anu
ev ]eisey Deairmenr o Communiry Aaiis.
Gianr anu reclnical assisrance iequesrs ro
rlese agencies alvays exceeu availaLle iesouices.
What is New Iersey's ccmmitment tc
tcurism prcmcticn?
Ioi many yeais, ev ]eisey las sriuggleu virl
clallenges in rouiism iomorion, incluuing
leaueisli, unuing anu a ocuseu Lianuing sriaregy.
In zoo;, rle ev ]eisey Division o 1iavel anu
1ouiism vas ielocareu ro rle ev ]eisey Deairmenr
o Srare. 1lis laceu rle rouiism uivision in rle
same ueairmenr as rle ev ]eisey Culruial 1iusr,
ev ]eisey Hisroiical Commission anu ev ]eisey
Srare Council on rle Airs. A nev sysrem vas
ueveloeu ro iecognize i, Desrinarion Naikering
Oiganizarions (DNOs) as airneis in iomoring rle
srare. In zoo,, ij DNOs ieceiveu gianr unuing
iom rle rouiism uivision.
1leie aie cuiienrly no incenrives ro encouiage
a DNO ro ocus on leiirage rouiism. O rle
ij DNOs vlicl ieceiveu iomorional gianr unus
only six1ienron, Piinceron, Sourl ]eisey,
Sourlein Sloie, Noiiis Counry anu Someiser
Counryaie acrively engageu in leiirage rouiism.
Kcw wiII the pIan deveIcp a statewide
heritage tcurism prcgram?
1he pIan wiII fccus cn achieving this missicn:
New Iersey's heritage sites and pIaces prcvide
quaIity educaticnaI prcgramming, activities and
experiences that attract residents and visitcrs
cf aII ages tc spend time and mcney in the
state. In partnership with the tcurism industry,
gcvernment agencies, civic grcups and the
private sectcr, heritage sites cffer ccmpeIIing
experiences that teII the stcries cf New Iersey's
past, demcnstrate the reIevance and impcrtance
cf the state's heritage tcday, and prcvide a
fcundaticn fcr future generaticns.
q
Mcrris Ccunty
ActiveIy
Frcmctes
Kistcric
Attracticns
A RTAC TC!RSM PA! ICR !W ]RSY l J
1v:u Muns:vn,
Mv:::stvn 1ut:vnu!
1:stv::cu! 1u:k,
Mv:::stvn
1un:c! 1. 1cu:us)
tl Aienue
Ahusehent ier,
VilJuccJ
(N] Diiisicn cf
Traiel cTcurish)
DeveIcp a management and
partnership system tc suppcrt
and advccate fcr New Iersey's
heritage tcurism industry.
s Develo an auvocacy nervoik.
s Cieare a ev ]eisey Inrei-agency
Heiirage 1ouiism Council.
s Cooiuinare suoir Lerveen srare,
counry anu municial agencies.
s Lxanu anu leveiage iesouices oi
ev ]eisey`s Heiirage 1ouiism Piogiam
rliougl key airneislis.
s Inciease ievenues iom
Discovei ] Hisroiy license lares.
s Imlemenr a eioimance evaluarion sysrem.
s Invesr in visiroi ameniries, inreiierarion
anu visiroi iogiams.
s Revisir lorel/morel rax oimulas ro inciease
unuing oi rouiism, lisroiy anu airs.
DeveIcp heritage
prcducts and
infrastructure.
s Pioviue guiuance anu reclnical
assisrance ro leiirage sires.
s Builu a sriong nervoik o lisroiic sires.
s Hel sires ger ieauy oi visirois.
s Suoir imlemenrarion o
ev ]eisey`s Wayinuing Nasrei Plan,
ueveloeu Ly CeleLiare ].
s Develo a srareviue lisroiical
maikei iogiam.
nhance the state-cwned
heritage sites
as centerpieces fcr
heritage tcurism.
s Suivey anu assess srare-ovneu sires
oi visiroi ieauiness.
s LsraLlisl a Iounuarion oi 1iusr.
s Imiove leiirage rouiism maikering
virl incieaseu unuing.
s Inciease lisroiic sire anu aik sraing
anu ioviue auuirional riaining.
s Develo nev inreiierive iogiams.
s Builu anu susrain meaningul airneislis.
8uiId a strcng
marketing netwcrk.
s Builu communiry iiue anu encouiage
local involvemenr anu engagemenr.
s Lncouiage communiries ro losr
Sraycarion camaigns.
s Cieare a srareviue Doois Oen iogiam.
s Lncouiage anu suoir leiirage
euucarion iogiams.
s Develo a Communiry Heiirage
1ouiism 1oolkir.
s Assign a sra memLei as leiirage rouiism
cooiuinaroi in rle ev ]eisey Division o
1iavel anu 1ouiism.
s Use inreiierive rlemes oi iomorions.
New Iersey Keritage 1curism Master FIan Strategies
1lis lan incluues oui key sriaregies. Lacl sriaregy Legins virl an ansvei ro rle quesrion
WHY IS I1 INPOR1A1 Acriviries ansvei rle quesrion WHA1 SHOULD BL DOL
1le success o rle airneislis oimeu rliougl rle lan`s imlemenrarion vill ensuie
a sriong leiirage rouiism iogiam emeiges ro lel leiirage rouiism rliive in ev ]eisey.
4 l A RTAC TC!RSM PA! ICR !W ]RSY
s Advocacy to governing agencies vill Le enaLleu
Ly conuucring a sruuy rlar evaluares rle
economic imacr o leiirage rouiism in ev
]eisey, iouucing an annual srare o leiirage
rouiism ieoir anu ciearing a seakeis`
Luieau anu iesenrarion on leiirage rouiism.
s Incieasing sales o iscover hJ Iicense lares vill
ioviue unuing oi rle ev ]eisey Heiirage
1ouiism Inrei-agency Council ro suoir rle lan`s
imlemenrarion. Acriviries incluue secial iomorions
sucl as sales comeririons, ciearion o a Hisroiy
Passoir iogiam, lacemenr o Liocluies in all
srare aiks, rle ruinike anu aikvay iesr aieas,
anu au lacemenr in magazines anu WeL sires.
s Lngaging hew Jersey's traveI industry encomasses
many acriviries, incluuing meerings virl DNOs,
euucarional iesouice uevelomenr, cooeiarive
maikering, iomorional ackages, ev ]eisey-
rlemeu iouucr uevelomenr (secialry oous anu
In Cape May, herilage lourisu has successully expauded
lhe lradilioual 12week beach resorl lourisl seasou.
^luosl 300,000 visilors a year lour lhe lowu's lhree reslored
hisloric siles (lhe 1879 Euleu Physick Eslale, lhe 1859
Cape May Lighlhouse aud lhe world war || Lookoul Jower),
lake au array o couuuuily hislory lours (ou ve lrolley
buses, by boal aud walkiug lhrough hisloric iuleriors) aud
parlicipale iu a yearrouud schedule o special eveuls.
q
Develo a managemenr anu
airneisli sysrem ro suoir
anu auvocare oi ev ]eisey`s
leiirage rouiism inuusriy
Why is it impcrtant?
1ime.money.iesouices.sra.exeirise.
eveiyone las some o rlese Lur no one las enougl
o any o rlem go ir alone in ciearing a successul
srareviue leiirage rouiism iogiam. Ir rakes rle
involvemenr anu commirmenr o many layeis
lisroiic sires, leiirage uesrinarions, rouiism Luieaus,
Lusinesses, culruial oiganizarions anu orleis
ro rackle rle exrensive ro uo lisr.
What shcuId be dcne?
s ev ]eisey`s auvocacy Legins virl an Inter-agency
heritage 1ourism CounciI. 1le ev ]eisey Heiirage
1ouiism 1ask Ioice iooses an Lxecurive Oiuei
rlar clanges rle commirree inro an inrei-agency
council. 1le council`s oimarion is a key iisr sre
ro connecr all o rle srare`s agencies anu oiganizarions
rlar voik on some asecr o leiirage rouiism ro
cieare a uniieu srareviue iogiam. 1le Council vill:
Incluue caLiner level oicials oi uesignareu sra.
Incluue srare agencies anu nonioir oiganizarions
ieiesenreu on rle 1ask Ioice.
Be louseu in rle ev ]eisey Hisroiic 1iusr virlin
rle Deairmenr o Communiry Aaiis.
Be unueu Ly rle ev ]eisey Hisroiy License
Plare Iunu.
Reacl our ro communiries ro cieare a sysrem o
auvocares acioss rle srare.
Revisir lorel /morel rax oimulas ro inciease
unuing oi rouiism, lisroiy anu airs.
s A staff person wiII be designated as the heritage
tourism Iiaison in rle ev ]eisey Division
o 1iavel anu 1ouiism, ev ]eisey Hisroiical
Commission, ev ]eisey Hisroiic 1iusr, ev
]eisey DLP/aruial anu Hisroiic Resouices anu
ev ]eisey ervoik.
1he
Strategies
Cape May xtends 1curist Seascn with Kistcric Sites
1!cn 1h,s:ck 1stutc,
uc Mu,
Mcgun unn:st:u:v)
Fartners in Keritage 1curism
estination Marketing 0rganizations (M0s)
hew Jersey ivision of 1raveI and 1ourism
hew Jersey 1raveI Industry Association
hJ hoteI and Lodging Association
8ed and 8reakfast Innkeepers Association
of hew Jersey, Inc.
hJ kestaurant Association
history Community
CuIturaI community
Conservation community
Universities and coIIeges
meiclanuise), enlanceu inreiierarion ar aiks
anu ieciearion aieas, ciearion o invenroiies anu
evaluarion o rle imacr o leiirage rouiism.
s Success in deveIoping a heritage tourism program
wiII be measured Ly iuenriying eioimance
measuies ro Le riackeu, collecring Laseline
inoimarion anu ueveloing a collecrion iocess
rlar evaluares iogiam oeiarions, economic
imacr anu visiroi sarisacrion.
s Lnhanced technicaI assistance and refocused
grant making vill Leneir leiirage sires. Acriviries
incluue riaining in unuiaising, auuing a leiirage
rouiism caregoiy ro exisring srare gianrs oi rle
ev ]eisey Hisroiical Commission anu ev ]eisey
Division o 1iavel anu 1ouiism, anu seeking nev
unuing iesouices oi lisroiic sires.
s kevisiting the distribution of hoteI/moteI tax
funds and seeking new sources of revenue
vill Le essenrial ro suoiring rle uevelomenr o
ev ]eisey`s lisroiic sires.
Develo leiirage iouucrs
anu iniasriucruie
Why is it impcrtant?
1ask Ioice memLeis anu orlei srakelolueis oinreu
ro rle cuiienr visiroi exeiience ar many ev
]eisey lisroiic sires as a key concein. An aveiage o
o srakelolueis ar rle uLlic meerings
iareu ioviue guiuance anu reclnical assisrance
ro leiirage sires as rle lan`s ro iioiiry
rle liglesr aveiage ianking o any acriviry.
What shcuId be dcne?
s 1echnicaI assistance programs ro ocus on
inreiierive lanning, nev inreiierive reclniques,
inuing unuing anu ieciuiring volunreeis. 1iaining
vill Le souglr iom rle arional Associarion o
Inreiierarion, Ameiican Associarion o Nuseums
anu Ameiican Associarion oi Srare anu Local
Hisroiy. Orlei assisrance incluues leiirage rouiism
sessions ar rle Goveinoi`s Coneience on 1ouiism
anu ar ieseivarion coneiences, anu ueveloing
communicarion remlares oi elecreu oicials,
memLeis, unueis, iesiuenrs, sonsois anu airneis.
s 8uiIding a strong communication network vill
lel lisroiic sires slaie oeiarional exeirise anu
auvocare oi rle sires` neeus. Acriviries incluue
ueveloing a communicarions sysrem, losring an
annual lanning meering oi lisroiic sire manageis
anu ciearing a menroiing iogiam oi lisroiic
sire manageis, sra anu leiirage uesrinarions.
s Identifying "visitor keady" sites anu ioviuing
assisrance ro lel orlei sires Lecome visiroi
ieauy. Visiroi ieauiness is Laseu on rliee ciireiia:
Sires rlar aie oen ro rle uLlic uuiing iegulaily
scleuuleu louis, virl a ieeience oi veekenu
louis o oeiarion.
Sires rlar aie acrively iomoreu as rouiism arriacrions.
Sires rlar suoir one oi moie o rle
six srareviue leiirage rlemes oi ioviuing
iogiamming ielareu ro rlar rleme(s).
s Tle State cf Neu ]ersey VayfinJing Master lan,
ueveloeu Ly rle nonioir oiganizarion
CeIebrate hew Jersey, ourlines a sysrem ro ioviue
uiiecrional liglvay signage acioss rle srare.
(lrr://uLlic.celeLiarenj.oig/.) 1le ev ]eisey
Inrei-agency Heiirage 1ouiism Council vill voik
Public prograus al lhe hewark
Museum are desigued lo suppleueul
lhe exhibil oeriugs wilhiu lhe
uuseuu's galleries aud uucliou
as au exleusiou o lhe iusliluliou's
uissiou. |u |ebruary 2010, lhe
uuseuu prouoled Black hislory
Moulh ou |acebook aud Jwiller.
|ebruary begau wilh 1,795 |acebook
aus aud euded wilh 2,149 aus,
wilh a lolal o 354 people joiuiug lhe sile's
page. Every year lhe Museuu allracls lhousauds
o alleudees lo ils auuual ilu eslivals, coucerl
series aud auily eslivals. |u 2009, a record
audieuce o 8,500 alleuded 0iuosaur 0ay,
a auily eslival which euhauced lhe ualure
scieuce gallery's ousile learuiug. Jhese eveuls
creale uuique wiudows o opporluuily as
lhe liuiled liue wheu lhey are oered creale a
seuse o urgeucy lo visil lhe uuseuu.
q
Newark
Museum:
Frcgramming
Attracts
New Visitcrs
What are cuIturaI heritage
traveIers Iccking fcr?*
40% experienced IocaI cusine
39% visited historic sites
39% expIored smaII towns
38% visited state/nationaI parks
34% took a seIf-guided waIking tour
33% visited historic buiIdings
32% shopped for IocaI arts and crafts
31% visited history museums/gaIIeries
28% visited art museums/gaIIeries
25% visited naturaI history museums/centers
`Tle Cultural anJ Heritage Traieler, Jiticn
6 l A RTAC TC!RSM PA! ICR !W ]RSY
1cu:k Muscu,
1cu:k
1cu:k Muscu)
"When crganizaticns
prcvide ccmpeIIing
pubIic prcgramming
they demcnstrate
the instituticnaI brand
message as weII
as the instituticn's
reIevance tcward
meeting the needs cf
the ccmmunity."
NLNL ONOGBAI
Clief Ojerating Ofcer
Neuarl Museuh
New Iersey in CcnBict
hew Jersey's pivotaI roIe in the
kevoIutionary War began a miIitary tradition
that continues today.
New Iersey at Wcrk
Industry and creative innovation shaped
hew Jersey and heIped transform the worId.
New Iersey Land and Sea
Making a Iiving from the Iand and
from the sea has Iong been
part of Iife in the Carden State.
New Iersey at FIay
hew Jersey has a history of
hosting vacationers seeking reIaxation
and inspiration.
Many Faces cf New Iersey
hew Jersey's popuIation has grown
increasingIy diverse from the hrst
hative Americans to waves of immigrants
from Lurope and subsequentIy from
aII over the worId.
New Iersey by Design
hew Jersey has a remarkabIe assembIy of
great design that is reected in designed
Iandscapes and pIanned communities,
as weII as in vernacuIar and high-styIe
buiIdings of many architecturaI types.
1hemes 6uide Keritage 1curism DeveIcpment
Tle Ccntcurs cf Neu ]ersey Histcry: An ssay cn Ccntext fcr tle Heritage
Tcurish Master lan ioviueu an oveiviev iom vlicl six rlemes veie
cieareu. 1lemes vill Le useu in lisroiic sire inreiierarion, rle srareviue lisroiical
maikei iogiam, leiirage euucarion cuiiiculum anu rouiism iomorions.
LXAMPLLS
s WW2 fire ControI 1ower #23
s Monmouth 8attIeheId State Park
s 8attIeship hew Jersey, at left
(jlctc: Susan Kane)
s fort hancock
LXAMPLLS
s Ldison hationaI historic Site
s eIaware & karitan CanaI
s 8atsto viIIage, at left (N] Diiisicn cf
Traiel cTcurish)
s 0xford furnace
LXAMPLLS
s howeII Living history farm
s Minisink ArchaeoIogicaI Site
s 1win Lights at left (jlctc: Al Sianc)
s 8ivaIve Shipping Sheds,
8ayshore iscovery Project
LXAMPLLS
s Seabright Lawn 1ennis and Cricket CIub
s 1he WiIdwoods, at left (jlctc: Bcn hricl,
reseriaticn Neu ]ersey)
s Cape May historic istrict
s hopatcong State Park
LXAMPLLS
s Peter Mott house
s 8aIIantine house
s American Labor Museum,
8otto house hationaI historic Landmark
s LIIis IsIand, at left (jlctc: Varren T. Iazarcu)
LXAMPLLS
s Creenwood Cardens, at left
(jlctc: Ccurtesy cf Tle CarJen Ccnseriancy)
s kadburn
s AbeI and Mary hichoIson house
s Ceorgian Court University
virl rle ev ]eisey Deairmenr o
1iansoirarion ro support the adoption and
impIementation of the pIan anu vill encouiage
lisroiic sires ro airiciare.
s Tle Assesshent cf State Histcrical Marler
rcgrahs, a ieoir ieaieu oi rle ev ]eisey
Hisroiical Commission in zoo;, uocumenrs
srareviue maikei iogiams acioss rle counriy
anu iecommenus a ev ]eisey Srare Hisroiic
Naikei Piogiam. In ]anuaiy zoio, Lorl
louses o rle ev ]eisey Legislaruie asseu
Lills aurloiizing a maikei iogiam, vlicl
veie signeu inro lav. 1le Heiirage 1ouiism
Inrei-agency Council vill assist in seIecting
a signage styIe incluuing visiroi aeal, inirial
cosr anu mainrenance consiueiarions.
Lnlance rle srare-ovneu
leiirage sires as cenreiieces
oi leiirage rouiism
Why is it impcrtant?
1le ev ]eisey Deairmenr o Lnviionmenral
Piorecrion`s Division o Paiks anu Ioiesriy aumin-
isreis rle srare`s laigesr lisroiical museum oiganiza-
rion, encomassing moie rlan jo lisroiic sires,
z,ooo museums oLjecrs, 6,ooo aiclaeological
airiacrs anu ji aiks. Nany srare lisroiic sires anu
aiks aie sraeu virl ioessionally riaineu inrei-
ierive eisonnel vlo ioviue yeai-iounu iogiam-
ming. In auuirion, rlese sires lave ameniries sucl as
iesriooms, aiking anu inreiierive signage. 1lese
iesouices make rle uivision a key airnei in a
srareviue leiirage rouiism iogiam. As visirarion
giovs, sires vill neeu new faciIities, improved
visitor amenities and additionaI staff.
What shcuId be dcne?
s Survey sites oi visiroi ameniries anu iouuce a
iojecr lisr o neeus oi eacl lisroiic sire anu aik.
s LsraLlisl a foundation oi 1rust oi srare-ovneu
lisroiic sires.
s Imiove leiirage rouiism maikering virl
increased funding ro rle ev ]eisey Division
o 1iavel anu 1ouiism.
s Inciease lisroiic sires anu aik stafhng
anu provide additionaI training.
s Develo nev interpretive programs.
s Builu anu susrain sriong partnerships.
Builu a sriong maikering nervoik
Why is it impcrtant?
Some o ev ]eisey`s lisroiic sires aie ully iesroieu,
ioessionally inreiiereu anu iomoreu ro visirois.
As rle leiirage rouiism masrei lan is imlemenreu,
moie sires vill Lecome ieauy ro velcome visirois
anu vill Leneir iom incieaseu maikering.
What shcuId be dcne ?
A rvo-rieieu maikering sriaregy vill arriacr visirois
iom virlin anu oursiue o rle srare:
s An internaI marketing networkLncouiage
iesiuenrs ro uiscovei anu rake iiue in rleii
communiries anu ro riavel virlin rle srare:
Lncouiage communiries ro losr Staycation
promotions. (1le vacarionei srays ar lome anu
cieares rle enviionmenr o a riauirional vacarion.)
Cieare a srareviue oors 0pen Program
oeiing Lelinu-rle-scenes rouis anu iogiams
virl iee oi ieuuceu aumission.
1he discn NaticnaI
KistcricaI Fark oers au
opporluuily or herilage
lravelers lo see lhe aclory
where Jhouas Edisou worked
or 44 years, developiug uore
lhau hal o his 1,093 paleuls
or his iuveulious. Several
aclory Noors wilh uew exhibils
were opeued lo lhe public or lhe rsl liue iu
0clober 2009 aler a 6year, $13 uilliou resloraliou
eorl. Belweeu opeuiug day 0clober 9, 2009
aud auuary 3, 2010, close lo 16,000 visilors loured
lhe laboralory couplex, 6,000 also visiled Edisou's
houe, 0leuuoul.
q
8 l A RTAC TC!RSM PA! ICR !W ]RSY
discn NaticnaI
KistcricaI Fark,
West 0range:
Site 6ives View
intc Inncvaticn
Tlchas Jiscn
Naticnal Histcrical arl,
Vest Orange (U.S. Dejarthent
cf tle Intericr, Naticnal
arl Seriice, Tlchas Jiscn
Naticnal Histcrical arl)
Higl cint Mcnuhent, Higl cint State arl
(Neu ]ersey Ofce cf Infcrhaticn Teclnclcgy)
"It is criticaI fcr
New Iersey tc deveIcp
a unifcrm system
tc measure hcw cur
tcurism industry is
perfcrming each year.
1his tccI wiII aIIcw
us tc make accurate
yearIy perfcrmance
ccmpariscns tc
adjust cur tcurism
pcIicies acccrding tc
the data ccIIected."
SLA1OR ]IN WHLLA,
District
Noie rlan one rliiu o all srare rouiism oices
aie unueu in air oi in vlole rliougl a lorel/morel
rax. 1leie is a uiiecr nexus Lerveen a lorel/morel
rax anu using rle geneiareu ievenue ro enlance
rle ameniries rlar Liing visirois ro sray oveiniglr.
In zoo, ev ]eisey enacreu a lorel/morel rax
rlar ser minimal limirs oi unuing rouiism, lisroiy
anu airs. 1le Lalance o rle collecreu rax ieveirs ro
rle geneial unu. I a laigei slaie o rlis ievenue
srieam veie ieuiiecreu ro suoir anu susrain rle
inuusriy, ev ]eisey voulu unuouLreuly iealize a
mucl laigei ieruin on rlis invesrmenr.
1liougl ciearion o airneislis anu imlemen-
rarion o rle ev ]eisey Heiirage 1ouiism Nasrei
Plan, ev ]eisey vill Le osirioneu ro cairalize
on rle srare`s lisroiic iesouices, ro geneiare
signiicanr economic imacr anu ro slaie irs sroiies
virl an evei-gioving numLei o leiirage riaveleis.
Lncouiage heritage education programs rliougl
on-sire iogiamming, arei sclool iogiams,
summei cams oi orlei secial iogiams.
An invenroiy o ev ]eisey`s leiirage euucarion
iogiams vill ioviue rle ounuarion oi
ueveloing eecrive nev iogiams.
s Develo a Community heritage 1ourism 1ooIkit
ro lel communiries anu leiirage sires join in
rle srare`s leiirage rouiism iogiam.
s An externaI marketing networkArriacr our-o-
srare visirois rliougl cosr eecrive joinr iomorions
o leiirage sires anu uesrinarions.
Assign a sra memLei as heritage tourism Iiaison
in rle ev ]eisey Division o 1iavel anu 1ouiism.
Use interpretive themes oi iomorions.
heritage sites assist in promotions rliougl rle
ev ]eisey Division o 1iavel anu 1ouiism.
Hov vill ev ]eisey`s
Heiirage 1ouiism
Nasrei Plan Succeeu
1le srare o ev ]eisey, rliougl rle ev ]eisey
Heiirage 1ouiism 1ask Ioice, las raken rle
iniriarive ro cieare a successul anu susrainaLle
leiirage rouiism iogiam.
1le iesulr vill Le uiiecr economic imacr
oi ev ]eisey. 1ouiism is rle srare`s rliiu laigesr
iivare secroi emloyei. Lveiy i6o visirois ro
ev ]eisey cieare one ev ]eisey joL. A iecenr
sruuy ieaieu Ly D.K. Sliler & Associares Lru.
(DKSA) on Lelal o rle ev ]eisey Division
o 1iavel & 1ouiism measuieu rle Reruin
on Invesrmenr (ROI) iom rle srare`s mosr iecenr
relevision auveirising camaign. 1le camaign
yielueu a $jij:$i ROI. Visirois vlo maue a rii ro
ev ]eisey Lecause o rlis auveirising camaign
geneiareu $6;6 million in inciemenral senuing.
Peuusylvauia lauuched a slalewide herilage lourisu iuilialive by workiug wilh our pilol regious
(Philadelphia's ^ricau^uericau herilage, Lower Bucks Couuly, Laucasler Couuly aud lhe 0il
herilage Regiou) iu lhe early 1990s. ^ssisled by lhe Nalioual Jrusl or hisloric Preservaliou's herilage
Jourisu Prograu, a slalewide herilage lourisu advisory couuillee oversaw lhe pilol regious'
work. ^l lhe eud o lhe ouryear pilol, a suuuary o lhe accouplishueuls iu each regiou was
preseuled lo slale decisiou uakers. workiug iuleusively wilh our pilol regious was a cosleeclive
way lo deleruiue lhe reluru ou a slalewide iuveslueul iu herilage lourisu. 0lher slales-
such as |udiaua, wiscousiu, Jexas, Jeuuessee, |owa, |lliuois aud Colorado-have also lauuched
slalewide herilage lourisu prograus by workiug wilh pilol regious.
FennsyIvania's Keritage 1curism Initiative 8egan with FiIct kegicns
Iancaster Ccunty, A
(Iancaster Ccunty
lanning Cchhissicn)
ssex Ccunty
rancl rccl arl,
Neuarl
(]csejl A. Scrrentinc)
"1curism returns $29 fcr every $1 invested, sc we must fccus cn
expanding this impact. 0ne way is fcr heritage sites tc partner
with the educaticn system. very fcurth grader studies New Iersey
histcry, and many visit IccaI sites as a cIass. WcuIdn't it be
wcnderfuI if these ycungsters visited with their famiIies, as weII?
Let's make New Iersey histcry a famiIy adventure, with the
schccIs suggesting Iccaticns that tie in with the study materiaI
each mcnth. SLA1OR DIAL ALLL, District
1he FIanning Frccess
1le ev ]eisey Heiirage 1ouiism 1ask Ioice vas cieareu Ly rle Senare anu Geneial AssemLly
o rle Srare o ev ]eisey rliougl P.L. 2006, c.60, ro ioviue sriaregic uiiecrion oi rle
iomorion o leiirage rouiism in ev ]eisey anu ro cieare a comielensive leiirage rouiism
masrei lan oi ev ]eisey.
A rliee-yeai lanning iocess incluueu ieseaicling ievious anu exisring leiirage rouiism
eoirs in ev ]eisey, uLlic meerings, ciearion o a lisroiic sires invenroiy anu evaluaring
narional leiirage riavel rienus ro assess ev ]eisey`s leiirage rouiism orenrial. 1le 1ask Ioice
voikeu virl a consulranr ream leu Ly rle arional 1iusr oi Hisroiic Pieseivarion`s Heiirage
1ouiism Piogiam rliouglour zoo, ro ieaie rle lan.
CathIeen k. Litvack, Clair
xecutiie Directcr
CrcssrcaJs cf tle Aherican
Beicluticn Asscciaticn
LesIie 8ensIey, Vice Clair
xecutiie Directcr
Mcrris Ccunty Tcurish ureau
Ichn Seitter, Vice Clair
resiJent, ]BS Ccnsulting
Cindy 8Iccm-Crcnin
Neu ]ersey Scenic
yuay CccrJinatcr
Designate fcr Cchhissicner
Neu ]ersey Dejarthent
cf Transjcrtaticn
Nancy 8yrne
crher Directcr, Neu ]ersey
Diiisicn cf Traiel anJ Tcurish
David CcweII
crher resiJent
AJiccates fcr Neu ]ersey Histcry
Iizabeth Christcpherscn
crher resiJent anJ
xecutiie Directcr, Neu ]ersey
ublic rcaJcasting Autlcrity
Mary Dcnchue
Vice Clair, Histcric Neu riJge
IanJing Cchhissicn
Dcrcthy 6uzzc
xecutiie Directcr
Neu ]ersey Histcric Trust
CarcI Kerbert
Clair, Neu ]ersey State
Ccuncil cn tle Arts
8arbara Irvine
crher xecutiie Directcr
Neu ]ersey Histcric Trust
SaIIy Lane
Designate fcr Ahy CraJic
Assistant Cchhissicner,
Natural anJ Histcric Bescurces
Neu ]ersey Dejarthent
cf niircnhental reseriaticn
Marc Mappen
xecutiie Directcr
Neu ]ersey Histcrical Cchhissicn
Ann Marie MiIIer
xecutiie Directcr
ArtriJe Neu ]ersey
David MiIIer
crher Vice resiJent, Neu ]ersey
ublic rcaJcasting Autlcrity
FhyIIis 0ppenheimer
Designate cf Directcr
Neu ]ersey Diiisicn
cf Traiel anJ Tcurish
Dan Saunders
Dejuty State Histcric reseriaticn
Officer anJ Acting AJhinistratcr
Histcric reseriaticn Office
Neu ]ersey Dejarthent
cf niircnhental rctecticn
Ianice SeIinger
Dejuty xecutiie Directcr fcr
rcJucticn, Neu ]ersey ublic
rcaJcasting Autlcrity
!cw ]crscy criragc Tourism Task Iorcc
New Iersey Keritage 1curism 1ask Fcrce
c
/
o ev ]eisey Hisroiic 1iusr
P.O. Box j;, 1ienron, ]
Lmail: njlr@uca.srare.nj.us WeLsire: vvv.njlr.oig
AIIiscn 1rattner
Designate, Neu ]ersey State
Ccuncil cn tle Arts
Sandra 1urner-8arnes
xecutiie Directcr
CahJen Ccunty Cultural c
Heritage Cchhissicn
8rian 1yrreII
crher Interih Directcr cf
Hcsjitality anJ Tcurish Center
Tle BiclarJ Stccltcn
Ccllege cf Neu ]ersey
CIiff Whithem
Directcr cf Hcsjitality
anJ Tcurish Managehent
UnJergraJuate rcgrah
Tle BiclarJ Stccltcn Ccllege
cf Neu ]ersey
Nancy Zerbe
resiJent, Jiscn Mehcrial Tcuer
Ccrjcraticn anJ ABCH

, Inc.
8. MichaeI Zuckerman
resiJent, AJiccates
fcr Neu ]ersey Histcry
Directcr, MiJ-Atlantic Center fcr
tle Arts anJ Huhanities
Sjecial tlanls tc
Catherine 6cuIet
Tasl crce Secretary
rincijal Histcric reseriaticn
Sjecialist, Neu ]ersey Histcric Trust