Why don't more tourists venture beyond South County? It's the fault of the transportation system according to previous tourism studies done in the Berkshires. Several of these studies identified the need for a coordinated regional "way-finding" system directed towards tourists, a component cited as critical to the success of tourism in the central and northern Berkshires. In response to this identified need, BRPC has completed a tourist routing study for central and northern Berkshire.

Way-finding

Way-finding is the art and science of organizing signs and other traveler information to communicate what visitors want and need to know. It is a common sense approach to simplifying the complexity of streetscape information. It can also include preparing printed material such as brochures and maps. All across America, even in the Berkshires, communities are turning to way-finding sign systems to help travelers navigate through confusing and congested areas.

Traveling the major Berkshire corridors, one can see the sheer numbers and types of roadside signs, jockeying for position, trying to capture the attention of travelers. This often leads to visual blight, confusion, and disorientation for travelers unfamiliar with the region, especially in congested areas such as Pittsfield and Adams, and could potentially render important signs less effective. A regional, integrated way-finding system would provide clear, consistent and uniform signs along major tourist corridors and at key decision making areas, as well as enhance other traveler information that currently can be found at such locations as roadside pull-offs and visitor kiosks.

The "traveler experience" plays an important role in the overall tourism economy of the Berkshires. More than 90 percent of all visitors to the Central and Northern Berkshires come by car, and seldom leave the car to view the scenery, except for a few special features, and so the roads become the keys to tourist appreciation of the region. This study aims to promote strategies, such as vegetation management and removal of unnecessary signs, to enhance this experience for tourists traveling to and from the attractions. An integrated way-finding system could benefit tourists, truck drivers, and even residents. Ultimately, this could help the economies of central and northern Berkshire.

Copies are available from BRPC. See list of current publications for information.