McMinnville-Warren County looking to cash in on wealth of outdoor riches
It’s almost always possible to imagine better living arrangements or conditions than one’s current circumstances.
But recognizing that the grass isn’t really always greener somewhere else often enables a person not only to enjoy a more contented and fulfilling existence in present time and place, but also to realize that opportunities exist right in one’s own backyard that others may in fact tend to envy.
To that end, business and political leaders in McMinnville have commissioned a comprehensive report demonstrating that, when it comes to the economic potential of tourism in the area, the grass is already pretty green in Warren County.
And it has the potential of getting greener all the time.
The “Adventure Tourism Plan for McMinnville-Warren County, Tennessee,” released in March after more than a year in the making, lends persuasive and meticulous support to a view that’s been dawning for the past decade on many who call the area home.
The plan’s thesis is this: As a result of its location and surrounding natural features and recreational assets — with hills, mountains, scenic rivers, lakes and exceptional beauty abounding that “cannot be created by the hands of man” — Warren County is distinctly suited to take advantage of Tennessee’s thriving tourism industry, with McMinnville serving as an “adventure hub.”
“Due to McMinnville-Warren County’s geographic location on the Eastern Highland Rim and at the foothills of the Cumberland Plateau, natural resources are in abundance with the Collins, Barren Fork, and Caney Fork rivers, Cumberland Caverns – a United States National Natural Landmark, and eight state parks/natural areas within 50 miles,” according to the plan, which was written by Griggs & Maloney, a Murfreesboro-based environmental-engineering planning and consulting firm.
Paid for using part of a $28,000 state tourism development grant, the Adventure Tourism Plan functions as a strategic blueprint for business, community leaders and entrepreneurs to grow the local tourism economy. It also serves as an impressive “inventory of places and activities” already attracting visitors heading out on Tennessee highways looking for adventure.
“For a long time, our community didn’t really see our natural beauty and our environmental assets as really a selling point,” said McMinnville Mayor Jimmy Haley. “But over the last few years, more and more people have been starting to see that using the mountains and caves and rivers and great climate and lushness all plays into a bigger picture. Those things already are here, we don’t have to build them, and opportunities are basically endless. So there’s no reason we can’t use that as an asset and strategy of get other people to come and appreciate it as well.”
Tapping TN Tourism
The backdrop for the bigger picture is that the Volunteer State as a whole is doing quite well in the realm of tourism development.
Tourism is among the state’s most booming economic sectors, with expenditures from the estimated 110 million people who visited Tennessee surpassing $19.3 billion in 2016, the most recent year comprehensive data is available. That was up 4.7 percent over the previous year, and marked the 11th consecutive year that tourism topped a billion dollars in state and local sales tax revenue.
In 2017, Tennessee earned a ranking — for the fourth consecutive year — among the Top 10 travel destinations in the U.S. And last year it was also deemed the fastest-growing state in America for international travel.
Visitation and spending by nonresidents in Warren County has been rising the past several years as well, as has attendance at state parks in the area, like Rock Island, South Cumberland and Fall Creek Falls.
While “laying a roadmap for the next 20 years” for tourism development in McMinnville and Warren County is a central purpose the adventure plan serves, Haley added that it can also be read as a promotional initiative for the entire region.
“We have to quit thinking of ourselves as singular units,” he said. “When people come to McMinnville, they might decide to go up to Sparta to the Calfkiller Brewery or over to the distillery at Short Mountain. When someone is coming to Cumberland Caverns or the Isha Yoga Center or they’re coming here for the Muskie Tournament or one of our other music venues, or if they’re just floating down the river, they’re not worried whether it’s Warren County. They don’t know if it is White County, Van Buren County or Warren County. All the rivers converge at Rock Island.”
As large metropolitan areas in Tennessee and beyond continue expanding as time goes on, “more and more people are going to be looking for outdoor opportunities,” said Ryan Maloney of Griggs & Maloney, the agency that drafted the plan.
Undoubtedly, more and more are going to discover that the Upper Cumberland is a “jewel,” he said.
Choose Your Own Adventure
An “adventure tourism trip” is generally described by travel-economy analysts and marketing industry professionals as one in which an individual, family or group travels to an area outside their normal realm of day-to-day lifestyle preoccupations for the purpose of engaging in some form of physical activity in a natural environment or as part of some “culturally immersive experience.”
Adventure tourism encompasses more than just higher-energy, adrenaline-elevating activities like rock climbing, mountain and road biking, caving, backcountry backpacking, zip-lining and kayaking — all of which are common activities in or around Warren County. It could also involve consciousness-elevating pursuits like simply exploring some new natural landscape or setting out to gain improved knowledge of, or a better appreciation for, how people live or used to live in a place of historical or ecological interest.
“The definitions of adventure tourism vary as much as the activities,” explains the plan, which catalogs a dizzying index of adventure-seeking pursuits one can embark upon in the vicinity.
Among them are kayaking, rafting, canoeing, paddle boarding, trophy sport fishing, motorized water sports of all manner, road cycling, mountain biking, skydiving, cave exploration trips, zip lining, bungee jumping, geocaching, target shooting, hang gliding/paragliding, historical tours and a spectacularly scenic yoga sanctuary boasting the largest meditation hall in the Western Hemisphere.
“Within 45 miles a visitor can explore eight state parks, access over 125 miles of hiking trails, mountain bike trails, kayaking, numerous waterfalls, caves, zip lining and ropes courses, numerous fishing opportunities, an 18-hole golf course, and a 1,500 to 2,000 year old stone fort,” notes the report. Also nearby are “two recreational lakes and three rivers that could easily be listed as wild and scenic.”
Besides all the natural beauty and recreational draw of the area, visitors are also lured by “the cultural resources that represent the heritage of the communities (that) are the tangible link to the past generations who established McMinnville-Warren County many years ago.”
Many activities, places and events that “meld heritage and adventure together to form a more experience based tourism” are in Warren County, the plan states. And McMinnville in particular — a “quintessential small town” with an attractive and active downtown and “tree lined streets” — is ideally stationed as a jumping-off point for adventure tourism throughout the region.
“McMinnville is unique in that it can function simultaneously as both a hub and destination within Warren County and the surrounding region for Adventure Tourism,” according to the plan, which notes that four major urban population centers home to an estimated 2.92 million people are within an easy two-hour drive of downtown McMinnville.
“Just as the natural beauty and the landscape of McMinnville-Warren County has created business and commerce that is still evident in the landscape today, more and more people, both residents and visitors, are coming to experience and interact with the natural beauty of the area and experience the small town main street feel of McMinnville,” the plan’s authors wrote.
McMinnville is, in fact, one of 35 nationally accredited “Main Street” communities in Tennessee.
Like Mayor Haley, Chamber of Commerce President Mandy Eller is among those who believe it makes sense to market McMinnville and Warren County more energetically to visitors seeking physically active getaways and rewarding cultural experiences.
“That is an opportunity for the whole Upper Cumberland — maybe we can build it as a model and then they can do it across the whole region,” she said of the Adventure Tourism Plan blueprint.
Eller, who grew up the daughter of a nurseryman and then became the wife of one, said she’s always been engaged in the community. But she acknowledges there were times as a younger adult when she took some of the region’s beauty, history and outdoor recreation for granted. But once she had children of her own, Eller said she became determined to instill in them a sense of pride in their hometown and county. That in turn led her to discovering things about the area for herself that she never knew.
Her impression now is that she’s immeasurable fortunate to live and raise a family of her own in a land of unbounded allure, potential and promise.
“We are completely spoiled here, we really are,” Eller said.