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Point 12: Marketing Position
PoSITIoNING THe IoWa EXISTING STRENGThS Of ThE 2. Presence of a unique story in the
VaLLey SCeNIC byWay for IVSB fOR PROMOTION AND relationship and parallels between the
MarkeTING MARkETING True Inspirationists of Amana and the
Meskwaki.
The current markets for the IVSB are primarily 1. Presence of two nationally significant 3. Strategic location communities of IVSB
destination travelers to the Amana Colonies historic communities (Amana Colonies two hours or less from eastern Iowa’s five
and the Meskwaki Settlement and Bingo National Historic Landmark and Meskwaki major urban centers: Iowa City, Cedar
Casino Hotel, and the occasional, primarily Settlement and Casino) offering annual Rapids, Cedar Falls/Waterloo, Dubuque,
local, leisure traveler. Based on the recent cultural events with existing promotional/ and Davenport�
IVSB survey, most people vacation both marketing venues regionally and
within and outside Iowa, therefore the IVSB nationally� 4. Slow-paced, rural ambience within a short
becomes only one of many possible tourism driving distance to more urban centers—
destinations. Targeted marketing, however, with the nearby presence of a major
could expand these audiences to include public university (University of Iowa)—
regional and national visitors seeking historic offering complementary attractions and
and cultural sites and events (heritage overflow accommodations.
tourism), a quintessential rural experience, 5. Features related to historical-cultural-
and a variety of environmental and scenic-recreational intrinsic qualities.
recreational pursuits. As part of all of these 6. Potential for increased heritage tourism/
endeavors, the IVSB area should be promoted visitation related to the presence of
as a place to appreciate and preserve� historic “highways” including the Lincoln
Highway, Mormon Trail, and Underground
The following describes the existing strengths
and current partnerships of the IVSB for Railroad�
promotion and marketing and recommends 7� Potential for increased eco- and
new ones� It also offers a set of action recreational- tourism throughout the year
processes to efficiently reach these markets. focused on niche markets that include:
motoring, RVing, camping, motorcycling,
bicycling, hiking, canoeing, kayaking,
