I just returned from a great
conference in Oregon on Rural Development. The Ford Institute for Community Building,
(Ford Family Foundation – a legacy of Kenneth
W. Ford of Roseburg Forest Products Co.,) includes Siskiyou County in its work to
revitalize Oregon’s rural communities. As
a result, we have this wonderful opportunity to benefit from leadership development
programs, networking with other rural areas and consultation with experts at RDI (Rural
Development Initiatives.)
One of the sessions I attended was a presentation from “HandMade
in America” (HMA) http://www.handmadeinamerica.org/
This is a very successful regional rural economic initiative in western North Carolina
covering 22 counties. The area is steeped in a rich Appalachian tradition of handmade
crafts - things needed on the farm or in daily life that are handmade with skill or
artistic flair. HMA recognizes a “place-based economy” - things that are made
uniquely in the area, and lifestyles and culture that are “authentic” for the
area. Then they build upon that by “clustering” craftspeople, artisan farmers
and local businesses. Tourists enjoy the experience of seeing the craftsperson creating
something at their shop, studio gallery or farm. They develop an emotional connection with
the artisan that encourages them to buy things. As a by-product, the tourists also eat in
local restaurants, stay at local Bed and Breakfasts and shop in local retail stores.
Initially, HMA held about 200 meetings with people in the region. The
basic question presented was how local artisans could tap into the millions of people who
go through the region, but are scared to get off the main freeway to enjoy the local
culture and history. HMA asked craftspeople and artists what they needed and what they
would not want to see (such as visiting places “sacred” to the locals.) There
was a lot of skepticism, but they worked through it.
The result is a tour book that maps local “heritage trails,”
reversing the market by bringing customers to them, rather than crafts people having to
take their products elsewhere to market. The book is rich in photos of crafts, has maps
with a key showing craft studios, galleries, historic sites, restaurants, lodging and
special attractions. It also has thematic narratives of the local history and culture.
Trail stops are signed. In one area the trail is marked by quilt patterns painted on
barns.
In parallel with the craft trails book, HMA offered hospitality
training, marketing workshops and classes on how to partner and network. Craftsmen now
include a small “hang tag” on every item with their picture and a few
biographical details. They have also discovered that good food is important along the way.
Initially, several small towns were not included on the map as they
did not have any artisans. The towns were too small for the Main Street program. http://www.mainstreet.org/ HMA worked with them to inventory their assets,
develop a recipe of projects and to partner with other communities. HMA realized that
there must be a “critical mass” of things to do and see to attract the visitor
off the freeway. They developed small business directories, websites, farm tours,
festivals and business workshops. Each small town developed an environment that supported
entrepreneurship and attracted artisans.
This region has been known for its poverty. Currently, wealthy people
from Florida and New York are building gigantic second homes on ridge tops. HMA has also
put together a book for contractors and architects listing local artisans that can add
details such as built-in carvings, etchings and railings. They have also held workshops on
training artisans on how to work with contractors and vise versa.
Now they have a model home featuring local crafts and building
materials, a home tour once a year, and a design lab for local artist. HMA plans to expand
into interior design. They hope eventually to offer retreats for people to come and learn
about interior design.
HMA provides lots of inspiration. Sounds like the approach could be a
great fit for some areas of Siskiyou County. |
