Angela Allen, director for the Granville County Tourism Development Authority, was on Thursday’s edition of WIZS’ Town Talk program to discuss plans to develop a branding strategy for both visitors and residents of the area.
The Hughes Marketing Group of Matthews, NC has been retained to facilitate this process and will be collecting surveys from visitors and residents through October 31, 2018. Survey results will allow the tourism department to better understand what attracts visitors to the area and what has the most appeal to those who currently live in Granville County.
Survey questions include a ranking of factors, as well as personal opinions, and are available online at www.granville-survey.com or through the Visit Granville NC website at https://www.visitgranvillenc.com/win100.
Participants are eligible for prize drawings including a $100 Visa Gift Card, tickets to the Granville Haunt Farm, gift certificates to local restaurants and businesses or a Visit Granville gift bag.
While an uptick in recreation, farms, events, restaurants and other businesses are a strong indication that the area is already an attractive place to live, work and visit, Allen hopes the survey results will hone in on the most effective ways to promote the area moving forward.
One of the biggest tasks, according to Allen, is making others aware that the area exists. “It astounds me in the over three years that I’ve had this position that people still do not know where Oxford, Creedmoor and Butner are and don’t realize that they pass through it on I-85.”
Even new residents who are most certainly aware that the area exists are not always familiar with its amenities. “What we are finding in the survey is that a lot of people are brand new residents and have no clue about our area. What they know is that it is outside of the Triangle and that our properties are affordable,” Allen said.
While the proximity to more urban areas is often touted, Allen said caution should be taken when establishing an identity. “We don’t want to be a sub of Durham or a sub of Raleigh. We want our own identity and our own way of life.”
“The most interesting piece for me is the reaction between the residents and the visitors, and more importantly, their perceptions,” said Allen. “What we perceive ourselves to be is sometimes not how we are reflected. It is often in a more positive light than many people may guess.”
Allen gave an example of this perception issue, “Many residents indicated that they believe the distance between Granville County [and larger cities] would be seen as a deterrent. On the contrary, many visitors indicated that the distance was not seen as an obstacle and is, in fact, a plus. Survey results are still preliminary, but that was one of the ‘aha’ moments for me.”
Allen said the focus and attention given to tourism and marketing strategies is a step towards improved economic development and dollars spent in Granville County.
“We think about tourism as the front porch to your house. You want it to be as appealing as possible so someone will feel welcome and will come knock on your door.”
To listen to the interview in its entirety, please click here.