Blue Ridge National Hertitage Area

PRESERVING, INTERPRETING, AND DEVELOPING THE HERITAGE RESOURCES OF THE NORTH CAROLINA MOUNTAINS.

GRANTS: BRNHA PROVIDED GRANT FUNDS TO SUPPORT A VARIETY OF EFFORTS TO PRESERVE, INTERPRET, AND DEVELOP THE REGION'S HERITAGE RESOURCES. THESE INCLUDED: THE PRODUCTION OF A DOCUMENTARY FILM ON THE HISTORY OF MOONSHINING IN THE REGION WITH THE CENTER FOR CULTURAL PRESERVATION; CREATION OF AN OUTDOOR STAGE IN SPARTA FOR COMMUNITY CONCERTS; IMPROVEMENTS TO AN OUTDOOR PAVILION AT THE HISTORIC ORCHARD IN ALTAPASS; INTERPRETIVE SIGNAGE FOR A HERITAGE FARMSTEAD IN MARS HILL; AN EXHIBIT HIGHLIGHTING THE CHEROKEE SYLLABARY IN CONTEMPORARY ART WITH THE ASHEVILLE ART MUSEUM ASSOCIATION; AN EXHIBITION HIGHLIGHTING AFRICAN AMERICAN CRAFT, MUSIC, AND DANCE IN THE REGION WITH THE BLOWING ROCK ART & HISTORY MUSEUM; IMPROVEMENTS TO MUSIC, GALLERY, AND CLASSROOM SPACE IN MARSHALL; THE CREATION OF A "BLUEWAY" BROCHURE SHOWCASING CANOEING, KAYAKING, AND FISHING OPPORTUNITIES IN CALDWELL, SURRY, WILKES, AND YADKIN COUNTIES; THE EXPANSION OF THE "PANDEMIC ARTS" VIDEO AND AUDIO SERIES EXPLORING HOW MUSICIANS AND OTHER ARTISTS IN THE REGION WEATHERED THE GLOBAL PANDEMIC WITH THE WILL & DENI MCINTYRE FOUNDATION.

BLUE RIDGE MUSIC TRAILS: OUR EFFORTS TO PROMOTE TRADITIONAL MUSIC WERE AGAIN HAMPERED BY COVID-19 AND ITS IMPACT ON VENUES AND MUSICIANS. AS OPPOSED TO 2020, 2021 SAW MUCH MORE LIVE MUSIC TAKING PLACE. WE WORKED TO PROMOTE ANY LIVE EVENTS THAT WERE PRODUCED. THERE WERE 20 PODCAST PRODUCED ABOUT A VARIETY OF TRADITIONAL MUSIC HISTORY AND CURRENT ACTIVITIES. THESE WERE AIRED ON WNCW PUBLIC RADIO.

CRAFT TRAILS: BRNHA CONTINUED DEVELOPMENT OF THE BLUE RIDGE CRAFT TRAILS BY RESEARCHING, VISITING, APPROVING, AND PROFILING 88 CRAFT TRAILS AND CREATING FIVE NEW ITINERARIES. MARKETING PARTNERSHIPS WERE FORMED WITH WILKES, SURRY AND ASHE COUNTIES TO CREATE MONTH-LONG SOCIAL AND TRADITIONAL MEDIA CAMPAIGNS USING THE CREATED ASSETS PAID FOR BY THE MARKETING PARTNER, AND DEVELOPED A BLUE RIDGE CRAFT TRAILS JULY CAMPAIGN FOR HENDERSON COUNTY, BASED ON VIDEOS WE COMPLETED IN FY 2020 FOR THAT COMMUNITY. THIS PROGRAM RESULTED IN MANY SUCCESSFUL SOCIAL MEDIA POSTS AND APPROXIMATELY 21 MEDIA PLACEMENTS. SMOKY MOUNTAIN SAMPLER CRAFT TRAILS EXHIBITION FEATURING EACH FAR WEST BRCT SITE WAS INSTALLED AT THE I-26 WELCOME CENTER AND WILL BE ON DISPLAY THROUGH DECEMBER 2021. A HIGH COUNTRY TO YADKIN VALLEY PANEL EXHIBITION WAS INSTALLED IN THE ALLEGHANY COUNTY CHAMBER OF COMMERCE BUILDING IN SEPTEMBER 2021. MORE THAN 145,000 VISITORS HAVE VIEWED THESE EXHIBITS THUS FAR. A SPECIAL SOCIAL MEDIA CAMPAIGN IN DECEMBER 2020 FOCUSED ON 25 DAYS OF CRAFT FEATURING ARTISTS FROM THE FAR WEST REGION AND HIGH COUNTRY TO VALLEY REGION AS THEIR PROFILES WERE COMPLETED FOR PUBLIC VIEWING ON BLUERIDGECRAFTTRAILS.COM

MARKETING AND PUBLIC AWARENESS: BRNHA CONTINUED TO MARKET WESTERN NORTH CAROLINA AS A DESTINATION FOR HERITAGE TOURISM THROUGH A DESTINATION MARKETING WEBSITE, REGIONAL BRAND ADVERTISING, COOPERATIVE ADVERTISING WITH SUB-REGIONAL HOST GROUPS, VISITOR BROCHURE PUBLICATION AND DISTRIBUTION, VISITOR E-NEWSLETTERS, SOCIAL MEDIA, AND PUBLIC PRESENTATIONS. SIGNAGE: BRNHA CONTINUED TO USE PROGRAM INCOME DOLLARS TO MAINTAIN AND PROMOTE THE BLUE RIDGE HERITAGE TRAIL WEBSITE, PROMOTE THE TRAIL ON SOCIAL MEDIA, AND CONTINUE DISTRIBUTION OF THE PROJECT BROCHURE. VISITOR SERVICES: BRNHA MAINTAINED AN ONGOING PARTNERSHIP WITH THE BLUE RIDGE PARKWAY TO PROVIDE VISITOR SERVICES AT THE BLUE RIDGE PARKWAY VISITOR CENTER IN ASHEVILLE. GROUP TOURS: BRNHA CONTINUED ITS GROUP TOUR PROGRAM BY PROVIDING SERVICES TO EIGHT TOUR OPERATORS IN 2021.