Mackinac's Outdoors Holds Tourism Potential
By Bernie Nguyen

This natural limestone rock, Sugar Loaf, draws tourist attention.

Increasing concern in the tourism industry during times of economic uncertainty may lead to a search for new markets. One such market is outdoor and ecotourism, which offers outdoor activities in a natural setting that doesn't alter the environment. Mackinac Island, long associated with horses, history, and souvenirs, is also home to the forested Mackinac Island State Park, which covers more than 80 percent of the Island and has more than 70 acres of trails.

Like Fort Mackinac and the state's downtown museums, Mackinac Island State Park is operated by Mackinac State Historic Parks.

Dr. Don Holecek, the director of the Michigan State University Tourism program, said he feels that outdoor tourism, including hiking and biking, is slowing down in general on the national scene, but it still remains a viable option for exploring new markets. While it might not be a prospect for quick growth, a steady attraction could help boost tourism on Mackinac.

"I think it's still marketable, definitely," he said. "It's definitely a plus for the Island."

Dr. Holecek noted that bicycling is increasingly in popularity as the baby boomer generation ages. Baby boomers, he said, seem to prefer more physical activities, such as hiking and cycling, to bus tours, which have been the mainstay of senior travel.

He noted that, while a potential for more activity in the park exists, the Island's promotional materials have not emphasized it as much as the benefits may warrant. "My impression is that they

are very aware of the historical significance of the Island, they're very aware of the horses and the lack of cars," he said of the Island's visitors. "The thing they're least aware of is what the Island has to offer in terms of outdoor recreation. It's an attribute of the Island that has the potential to attract people that isn't being pursued as vigorously as you might expect."

Many people are unaware that the Island is a state park, Dr. Holecek added, and without that knowledge, visitors cannot take advantage of the trails and opportunities that the park offers.

To fix this problem, Dr. Holecek proposes an increased awareness. He explained that by keeping tourists informed that there is a park with the potential for outdoor activity, private businesses on the Island may benefit from added visitors while taking no attention from other parts of Mackinac.

"I think one of the first things would be to make sure that the whole Straits area is working hand in hand in partnership," he said. Since the State Park must rely on state funding to promote itself and the Michigan economy does not allow a budget for strong advertising, adding information about the Park to general promotion may help create a draw that will benefit the Island as a whole.

Mackinac Island State Park, he said, "can be a big part of the attraction if the private sector includes it when they make their investment in promotion," Dr. Holecek said.

He also suggested that a representative of Mackinac State Historic Parks be at least an exofficio member on the Mackinac Island Tourism Bureau board, in addition to continuing its current working relationship. By working together, Dr. Holecek said, committees can then benefit from the varied perspectives and put together more cohesive plans of action.

Greg Hokans, chief of development and marketing for Mackinac State Historic Parks, also feels that the State Park and city business community could both benefit from increased awareness and activity.

"It's a mixture, I believe, of not only wonderful and unique natural resources, but of historical resources," Mr. Hokans said of the park. In addition to its natural appeal, one of the park's most appealing aspects is its friendly price.

"We are the only state park, besides Michilimackinac, that is open free of charge," Mr. Hokans said.

He agrees that there could be more visitor activity in the Island's interior and along the shoreline, but believes awareness is only part of the reason many tourists don't venture far from the shops and museums. A more significant reason, he contends, is that the visitor being enticed to Mackinac isn't that interested.

"I think it is well known, maybe so well known that people take it for granted," he said of the forest and trails. "I think it's not so much an awareness issue as an interest issue."

Nevertheless, he added, "We always feel that we should have people coming to see the entire Island, not just the downtown."

Mr. Hokans said the park may often seem like something easily brushed aside, when visitors are pressed for time. Families, he said, who once may have taken a two-week vacation and spent their days at different activities, now can be restricted to three and four day weekends, sometimes because of the unfavorable economy. But by spreading the word that the park is an affordable and enjoyable option for Mackinac Island vacationers, Mr. Hokans said, the Island can extend its image to encompass another dimension, away from the bustling main street.

The different aspects of the Island are what make it so appealing, Mr. Hokans said, adding that the park, originally designated in 1875 as the nation's second national park, after Yellowstone, is what made Mackinac Island a resort destination in the first place. (It became Michigan's first state park in 1895.)

"I think a person has to at least get into the interior a little bit," Mr. Hokans said. He also emphasized that many people with families who think that the trek would be too rigorous are mistaken, and that the gentle ride around the Island is not much different than some of the trails in the interior.

"I think it's really important that people understand that the park is accessible," he added. "You don't need to be a mountain biker to get into the park."

"We really need to always make people aware of the accessibility of the park," Mr. Hokans added.

With general concern over the state of the economy keeping most of the Island on the strategic lookout for new marketing ideas, Mr. Hokans said that the park is no exception, and its increased promotion may help benefit the entire island.

"There's always more you can do for promotions," he added. "It's becoming more important with Michigan's unfavorable economy. We have to become better marketers of our resources."

Niche marketing, he explained, gives businesses a more focused campaign which targets specific interests, rather than general marketing to appeal to a broad base.

"We can't just open the doors in the spring," Mr. Hokans said. "We must now go after niche markets. They're not coming as general visitors, so we need to go out and explore all these different niches."

Students, cultural tours, and boaters are examples of niche markets.

Eco-tourists and outdoor enthusiasts may be enticed by biking, hiking, and even crosscountry skiing in the winter.

Mr. Hokans cited school groups as a successful example of niche marketing, and said that Mackinac State Historic Parks has invested time in educational programs to help draw groups to the Island.

"The market has changed," Mr. Hokans said. "The economy of the Midwest has changed. For long term sustainability, we need to change and broaden our appeal. We need to appeal to people who want to do a day hike on those 70 miles of trails, or some mountain biking."

With hiking trails to places like Sugar Loaf and Arch Rock, he said, Mackinac is unique, since the enjoyment of the Island doesn't take anything away from its environmental beauty.

"We need to show how proud we are of them," Mr. Hokans said, "and that they are just one more very viable option of how people can experience Mackinac Island."

Randal "Doc" Crain, who leads biking and hiking tours into the State Park each day, said he sees an increase in the number of people in the park.

"There's still not a lot of people," he said, but "I tend to find more people out there than I used to. I think that reflects the desire of people today for things to do, especially for repeat visitors."

Jeff Dykehouse, chief naturalist and interpretation supervisor for Mackinac State Historic

Parks, agrees there is potential for getting repeat visitors out into the park.

"Encourage people who have been to the Island to come back and see what they haven't seen," he suggested. "There's always new things to see. You could walk a trail 10 times in a row and it would be different every time."

More promotion of the park's natural features could help.

"I think a lot of people, after spending a day on the Island, are sometimes under the impression that it ends right behind the Fort," Mr. Dykehouse said. "I think if people were more aware of [the natural attractions], they'd be more interested in looking for them."