Tourism and Special Events in
Small Communities: A Case
Study of Cedar Key, FL
Cedar Key, Florida
Cedar Key, Florida
• Location
– Four miles west of the
Florida Peninsula on
Florida’s Nature Coast
• 130 miles N. of St.
Petersburg
• 50 miles SW of
Gainesville
• Population (2003)
– .91 Square miles
– Levy County: 36,270
– Cedar Key: 985
• 66% aged 45+
• 97% White
Methods
• Exploratory study
• Informal interviews with
stakeholders and
community members
(n1) and tourists (n2)
• n1 = 10
• n2 = 35
Key Informants:
Judy Johnson
–Cedar Key Chamber of Commerce
Maurice Hendricks
–President, Lions Club
Mike Raftis
–Editor, Cedar Key Beacon
–Treasurer, Lions Club
Connie Raftis
–Cedar Key Beacon
Thelma McCain
–Long-time local resident
Bill Phillips
–Cedar Key Bed and Breakfast
Cedar Key: Selected History
• 1500: Earliest known habitation
(Timucuans)
• 1836: Sea Horse Key used by U.S. troops as
detention facility for Seminole captives
• 1843: Hurricane prompts military to
withdraw. Augustus Steele starts residential
and commercial center.
• 1854: Army engineers construct lighthouse
• 1861: Florida Railroad Co.’s train arrives
from Fernandina
• 1860’s-80’s: Shipping, lumber, fishing,
oystering, boatbuilding flourished
• 1890’s: Major sponge center in U.S.
Cedar Key: Selected History
• 1880: Population peaks at 1,887 and decline begins
– Reasons:
• Tampa’s railroad and deep port
• Depleted maritime and timber resources
• 1900: Population: 700
• 1910: Dr. Dan Andrews, DDS founds Standard Manufacturing Co.
(Donax brushes)
• 1929: Cedar Key NWR formed
• 1962: St. Clair Whitman State Museum established
• 1995: Gill nets banned, reducing town’s fishing capacity
• 1995: Andrews House donated and moved to Whitman Museum site
• 1990’s: World’s largest producer of farm-raised clams
• 2004: Cedar Key makes Outside Magazine’s list of “20 Dream Towns”
in the U.S.
• 2004: Population: ~1,000
Source: Cedar Key Historical Society Museum
Cedar Key Seafood Festival
• 35th Annual Festival: October 16-17, 2004
• Local seafood prepared and served by local
businesses
• Done in conjunction with arts and crafts
• Based upon a heritage component, the
festival stimulates tourism interest in the
area, both short- and long-term.
– Festivals and events can be extremely beneficial:
–
–
–
Geographical isolation
Lack of partnership opportunities with other
attractions
Local attitudes
– Publicity surrounding event is publicity for the
area.
– Alternative means of capitalizing on tourism?
Seafood Festival: History
• 1969: Lions Club provided local seafood as part of
new local fine arts exhibition
• Late 1970’s:
– Seafood Festival moved to fall (October), aligns with
crafts
– Spring festival oriented toward fine arts
• Both benefits from (and hurt by) UF football during
fall
– Spillover effect
• 1980’s: FWS opens lighthouse on Seahorse Key as
part of festival
• 1990’s-present: Little change in structure of event
– #s continue to increase
• Now estimated that 75% of town directly involved
in festival
Courtesy of: Thelma McCain, Cedar Key
Historical Society Museum
Concurrent Attractions
• Local parade
• Historic lighthouse open
house
• Arts and crafts market
• Educational displays
– FWS
– Shellfish harvest
• Museums
• Nature tours
Cultural and Heritage Attractions
•
•
•
•
Seafood Festival
Dock Street
Island Hotel (1859)
Cedar Key Historical
Society Museum
• Cedar Key State Museum
• Andrews House
• Maritime activity
– Port tours
Tourist Profile
• Primarily from 100 mile
radius
– Large % from metropolitan
areas in N. Florida
– Fewer from GA, AL,
Tampa metro
• Bus arrivals
• Retirement groups
– Some middle-age couples
– Fewer young families
• Average age: 50
Primary Motives:
“What is the primary reason for
your visit today?”
In order of response frequencies:
1) Fresh seafood
2) Atmosphere (festival)
3) Scenery and nature
4) Arts and crafts
5) Fishing charters
Marketing
• Local
– Cedar Key Beacon
– Flyers in local businesses
• Regional
– Press releases within 100 mile
radius:
• TV
• Radio
• Newspapers
• Gainesville, Ocala, Crystal
River, Homosassa
Host Profile
• Town evenly divided between
pro tourism (incl. businesses) and
those not supportive (incl. fishing
industry)
• Growing resentment to impact of
tourism on lifestyle
–
–
–
–
Night noise on Dock St.
Traffic
Master-servant mentality
Response to Outside Magazine
article
Economic Impact
(Bed Tax initiative passed in January, 2004)
• Outside Money
• Indirect impact throughout year
from publicity
• Municipality:
– Year’s largest fundraiser for:
• Churches, schools, civic organizations
– Booth space rentals
– Tax revenue
• Individual businesses
– Lodging, restaurants, retail, rentals
– Local seafood industry
Authenticity and Sustainability
• Is displayed heritage authentic?
– Dock St.
– Fishing industry
• Seafood:
– Town rich in maritime history
– 100% of festival seafood is local
– No outside vendors permitted
• Citizens very supportive of
historical society and museum
Sustainability Issues:
• Advantage: Predictable high and low periods
– “It’s nice that so many visitors come in and spend
money… it means I can enjoy the slow pace of life
when they’re not here”.
» Judy Williams, Small business owner on Main St.
• Disadvantage: Implications for current businesses
and business growth
• High sense of ownership in the festival
• Sustainability of Cedar Key’s attractions
Future Research
• Assess attitudes of fishermen toward
tourism
• Assess conflict between stakeholder groups
regarding future of tourism in Cedar Key
• Follow up study after bed tax data becomes
available
Conclusion
• Small and unique towns can create a
sustainable attraction which generates
long-term economic benefit WITHOUT
alienating locals or detracting from
quality of life
• Involve stakeholders in decision-making
– Does the event benefit the economy as it hurts
other sectors?
• Festivals and events can have dramatic
effect on short- and long-term viability of
tourism
Questions?