Inspired by this article on disappearing or dying small towns around North America, I got to thinking about the myriad ways small, once vibrant towns could reinvent themselves and attract visitor dollars despite a sagging economy or bygone local industry.
Repurposing
Any small town could create its own tourism, regardless of attractions, theme parks, or some other traditional reason for visiting the area. Take the small city of Killington, VT, who revived an annual road bike race after a 10 year hiatus to attract out-of-town dollars in the middle of a recession. Area businesses reaped a half million dollars inside of the 3-day event. Not bad for a destination ski town kicking off a sleepy summer.
Its the creation of interesting or niche events and atmospheres that inspire people to pack up the car and drop a dime.
Small towns that are reinventing themselves as destinations
LEAVENWORTH, WA (pop. appx 2,100)
In the 1960′s little Leavenworth, Washington’s population had dwindled significantly since its boom days as a railroad and logging town east of Seattle. Town officials dreamed up a last ditch effort to save the town from total demise and converted it to a Bavarian-themed destination. Businesses caught on and now the town is as alpine as can be in the Cascade Range. Surprisingly without being too kitchy, Leavenworth is a must-stop town for tourists and Washington locals alike. Now with their nutty mascot, Woody Goomsba and this hilarious video, Leavenworth is making the most of its reinvented location.
OAKRIDGE, OR (pop. appx 3,200)
A former lumber town, Oakridge, Oregon has billed itself as the “Mountain Biking Capital of the Northwest.” The town repurposed some 350 miles of trails into a mountain biking community paradise.
TURKEY, TX (pop. appx 500)
Turkey, Texas was a very small town losing life as an intersection in an agricultural area. They now host an annual two-week Western swing dance festival, drawing 10,000 people to the area to shop, dance, dine out and party.
BRADDOCK, PA (pop. appx 2,100)
Braddock, Pennsylvania’s mayor, John Fetterman together with Levi-Strauss’ marketing director who approached the town with Levi’s ad campaigns in mind. This brilliant pairing of civic and business interests has transformed this once booming steel town from near-desolation to a thriving creative destination for artists, writers, and ultimately the businesses that will cater to their audiences. Writer John Rambow (@johnrambow) has a nice article on this small town revival.
Reinvent, repurpose, revive
There are a number of small town and cities just like these that have, out of necessity, reinvented themselves to attract residents and visitors. But there are thousands (tens of thousands?) more that can take cues from these born-agains and hopefully repurpose, revive and reinvent themselves before its too late.
