Results

Organizationally, TOHA has met and exceeded the goals it set for itself in 1990. It is a permanent organization that continues to be governed by broad representation from the three counties. Demonstrating its stature in the region, many Overhill members have become regional leaders.

Significant economic gains across the region can be attributed directly to TOHA. A host of new cabins, lodges, and retreats have opened in the area, and there are 9 bed-and-breakfast inns in the Overhill today, compared to one in 1990. Museums show a steady increase in visitation. Recreational tourism is feeling the benefits from cultural tourism: Whitewater rafting companies are expanding to include retail spaces, dining facilities, mountain bikes, corporate retreat centers, and other amenities to add value to their businesses. Packaging heritage and recreational sites and activities for group visitors has had a positive impact on all participants.

Successful yet still budget-minded, TOHA constantly seeks new ways to market effectively at low cost. The organization hosts familiarization tours for writers, distributes media kits, and uses the highly cost-effective Internet to market themselves to a worldwide audience.

All area museums produce and distribute their own marketing materials and are more savvy about tourism in general.

In anticipation of thousands of visitors to the 1996 Olympic Whitewater Competition on the Ocoee River in the Overhill, TOHA published a directory of arts and artists, produced an exhibit and booklet that used roadside signs as the theme for discussing local culture and land use, and rehabilitated Etowah’s historic Gem Theater.

TOHA provides technical assistance to constituent communities in everything from program development and marketing to strategic planning and museum development. TOHA also generates earned income by providing technical assistance to nonprofit groups and governments that are outside the TOHA service area.

There is increased interest in preservation. Etowah’s Historic Gem Theater is now restored and home to live performances year round. The L&N Railroad Watchman’s House at Reliance is restored and welcomes travelers. Recently, citizens banded together to save Starr Mountain, the visual backdrop for Etowah and the Conasauga Creek Valley.

Tennessee Overhill Heritage Association: http://www.tennesseeoverhill.com

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