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| African American Heritage Trail Launch By Alexandyr Kent Shreveport Times, February 28, 2008 Louisiana tourism officials are shining a brighter light on the state's black culture. And two Shreveport organizations might benefit from the marketing push. Lt. Gov. Mitch Landrieu spoke Wednesday at The Multicultural Center of the South about the launch of Louisiana's African-American Heritage Trail. "What's unique about the trail is that we didn't go invest in new capital or buildings. We can't build anything more authentic than already exists." The trail aims to pull tourists to 26 draws throughout the state, including Shreveport's The Multicultural Center of the South and Southern University Museum of Art. These organizations are listed alongside the New Orleans African-American Museum, Melrose Plantation south of Natchitoches and others. The lieutenant governor's office and its Culture, Recreation and Tourism Department spent $200,000 to research and launch the trail and expects to provide continued funding, Landrieu said. "We will specifically market these sites in our national marketing program," he said. In the coming years, "we'll be able to measure it, and we'll see what kind of value it adds." Valarie Gunn, executive director of The Multicultural Center of the South, is thrilled to be featured. "Not only does it give the local community exposure to the arts, but also on a state and national level." A listing on the trail is free publicity for the The Multicultural Center of the South. "It doesn't cost us anything," Gunn said. Through multiple efforts, she said, her organization hopes to increase foot traffic by 20 percent in 2008. Marketing efforts like the trail play a crucial role in attracting visitors, said Carolyn Coatney, director of the Southern University Museum of Art. "We don't have a lot of money for advertising, so we do depend on projects like this one and word of mouth. "We know that this is efficient, smart and exactly the project we need to increase tourism in the Shreveport-Bossier (City) area." Brandy Claiborne, spokeswoman for the Shreveport-Bossier City Convention and Tourist Bureau, agrees the trail should boost visitor numbers to selected sites. "I've not thought in terms of dollars just yet." Like Landrieu, she said the initiative will help city and regional tourism offices work together by pitching a shared message. Claiborne also believes the trail "will allow visitors to really take a look at Shreveport-Bossier City in a way that they hadn't." RELATED LINK Louisiana's African-American Heritage Trail |
 The Multicultural Center of the South Executive Director Valarie Jamison-Gunn listens to Lt. Gov. Mitch Landrieu talk about the new African American Heritage Trail in Louisiana during a news conference at the center on Wednesday afternoon. (Shane Bevel/The Times) |
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