Cherokee Preservation Foundation

Heritage Tourism Effort of Eastern Band of Cherokee Indians
Leads to Surge in Visitors and Recognition for the Tribe

Cherokee Preservation Foundation Provides $8.8 Million to Improve Capacity
of Cultural Entities, Expand Visitor Offerings and Fund Marketing Campaign

CHEROKEE, NC, November 28, 2006—Cherokee Preservation Foundation (CPFdn) announced today that a concerted community-wide effort to attract more visitors interested in a cultural experience to the Qualla Boundary, the homeland of the Eastern Band of Cherokee Indians (EBCI), paid off handsomely during the 2006 tourism season.

During the summer and fall of 2006, attendance and sales have been up dramatically at each of the three primary cultural attractions of the EBCI—the Museum of the Cherokee Indian, Cherokee Historical Association’s Unto These Hills retelling of the Trail of Tears experience, and the Qualla Arts & Crafts Mutual. Revenue from ticket sales from Unto These Hills was up 19% compared to the 2005 season (and up 49% compared to 2004). Museum ticket sales increased 16% compared with a year earlier, and Museum gift shop sales increased 30%. Sales at Qualla Arts & Crafts rose nearly 10%, fueled by the revival of traditional Cherokee pottery-making techniques.

The turnaround had been needed badly. For decades, tourism has been the lifeblood of the economy on the Qualla Boundary as families within easy driving distance of Western North Carolina came to see the Cherokee Indians and their way of life. In recent years, however, fewer families had been visiting the Qualla Boundary for a cultural experience. Instead, most visitors were coming to Cherokee to visit only the casino, and many local businesses were seeing declining sales as a result. Businesspeople became reluctant to invest in their buildings and products, and visitor numbers began to spiral downward.

Established in 2000 by the EBCI and the State of North Carolina and charged with both cultural preservation and economic development, CPFdn has provided leadership for community planning efforts and $8.8 million of financial support to the EBCI’s three principal cultural attractions. The funding and planning have enabled:

A successful branding and marketing campaign.
The complete revamping of Cherokee Historical Association’s Unto These Hills (a retelling of the Trail of Tears story from the perspective of the EBCI).
New events such as the Southeastern Tribes Gathering and Festival of Native Peoples.
Expansion of the Museum of the Cherokee Indian’s facilities and exhibits.
Community outreach efforts at Qualla Arts & Crafts cooperative that are building a new generation of Cherokee artisans.
The creation of a Cherokee Potters Guild to revive traditional Cherokee pottery-making techniques.
Development of business plans at each of the three organizations to ensure their long-term self-sustainability.
A significant facelift of Cherokee’s business district, funded by the Tribe and individual business owners, as well as CPFdn.

The Southeastern Tourism Society recently recognized Cherokee, NC, as the Travel Attraction of the Year in 2006 and also recognized the Eastern Band of Cherokee Indians for the Visual Excellence of its travel marketing effort. The Southeastern Tourism Society’s Shining Example awards highlight the best work in travel and tourism in the Southeast. The EBCI marketing campaign funded by CPFdn is a collaborative effort between EBCI Tribal Marketing and Promotion, Cherokee Historical Association, the Museum, Qualla Arts & Crafts the Goss Agency of Asheville, NC.

“ The entire Qualla Boundary and the surrounding region are benefiting from the desire of visitors to experience the authentic natural, historical and culture resources of the EBCI,” said Susan Jenkins, executive director of CPFdn. “CPFdn’s staff and board are gratified by the strength of the community collaboration that has produced such strong results. With the sound plans that the Tribe’s cultural entities have developed and the training that people in their organizations have received, the Cherokee visitor experience will become even more memorable as plans are fully implemented.”

About Cherokee Preservation Foundation

Cherokee Preservation Foundation was established on November 14, 2000, as part of the Second Amendment to the Tribal-State Compact between the EBCI and the State of North Carolina. It is an independent nonprofit foundation funded by the EBCI from gaming revenues generated by the Tribe. CPFdn is not part of or associated with any for-profit gaming entity. In establishing CPFdn, the EBCI and State of North Carolina took the unusual (and perhaps, unprecedented) step of establishing a Native nonprofit foundation independent of the tribe that would reinvest gaming revenue in a manner befitting the Eastern Cherokee and their neighbors. In doing so, the tribe chose to create a resource for the good of future generations, and the State of North Carolina opted to support community reinvestment.

Since CPFdn began making grants in 2002, it has awarded 342 grants totaling more than $27.1 million. Factoring in secured funds, grants and in-kind resources generated by grantees, the Foundation’s grants have been leveraged to provide an overall impact of over $62 million to the EBCI and Western North Carolina. In addition to grantmaking, CPFdn is helping to create conditions for wise reinvestment in the community by serving as a convener and partnership broker.