The Upper Cumberland Tourism Association stands closer to a final strategy on its regional branding plans to promote the region’s tourism assets.
Upper Cumberland Tourism Association Executive Director Billie Davis said the association recently held stakeholder meetings to discuss branding options. Davis said the meetings with the branding firm went well.
“No real big surprises but it was really informative,” Davis said. “And what they are doing now is moving forward with putting together two different versions of how to move forward with the branding process. I still don’t know what it’s going to be so it’s a surprise but I have a lot of confidence in what they are coming up with.”
Davis said she does know the plans are leaning into the Upper Cumberland’s historical assets along with promoting the outdoors. Davis said the board formed a brand committee to hold a meeting this week to decide a direction the association wants to proceed with regarding the branding plans.
“They are gonna give us a lot of deliverables at that point for us to really decide on,” Davis said. “And once we decide on that direction then that process is kind of sped up, so it’s close.”
Davis said throughout the process of putting together branding plans the association has learned so much about what the Upper Cumberland has to offer.
“We are so rich with outdoor recreation,” Davis said. “Like we know it but I honestly think even with the magazine that we just developed, I’ve had some people look a the proof of it and they are blown away with the waterfalls, the overlooks, the rivers, the lakes. We are blessed in this region to have outdoor recreation assets like we do and then the idea is just how to take that and capture those visitors and turn them into overnight guests.”
Davis said the goal of the plans is to not only advertise the outdoor recreational assets but also the surrounding restaurants and businesses. Davis said the association is working on waterfall trails, wine trails, and other various trails. Davis said the branding plans and trails will aim to create the needed foot traffic that local businesses need to survive.
