When the seven DMO members of the 25-year-old Georgia’s Antebellum Trail wanted to evaluate the trail theme and region’s heritage assets in light of changing consumer preferences, Hargrove International set out on a research-based investigation and on-site assessment to analyze the trail’s current experiences and historical interpretation. Following intensive research, review of the assessment findings, and thoughtful discussion, the group (representing Athens, Watkinsville, Eatonton, Milledgeville, Macon, Madison, and Gray-Old Clinton, Georgia) decided to dissolve the Antebellum Trail organization. The group embarked on a new marketing strategy to showcase the region’s distinctive heritage and authentic cultural experiences. Hargrove proposed new criteria for selecting contributing sites based on the new organization’s name and trail theme: Georgia’s Trail of Legacy & Lore focusing on cultural arts, architecture, and heritage.
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