Selected Articles on Marketing UNterstate Highways and Small Towns

Interstate Highways took economic benefits away from many small towns. But now their disadvantages can bring some of that back if such places roads market their roads. Small towns' advantages can no longer afford to remain invisible. For copies of any articles ($4 each for S/H), please call or fax toll-free (800) 762-4266.

John L. Gann, Jr., Marketing UNterstate Highways: Bringing Out-of-Town Dollars to Non-Destination Small Towns. Glen Ellyn, IL: Carpe Horam, 2009. $77.95 + 5.00 S/H. Available from (866) 61-HORAM.

The 60,000-word how-to manual reviews how to decide on an UNterstate program and how to draw traffic to your highway and get it to stop and leave money behind.

John L. Gann, Jr., "Growing Bypassed Communities: The Potential of UNterstate Highways,"Economic Development Journal, Fall, 2003, 21.

Marketing good through routes off the Interstate system to travelers can benefit businesses in small towns. They offer little-known advantages over superhighways that can be marketed to spread traffic-generated economic development.

"Older Highways Can Lure Travelers Into Your City," Small Cities, Sept./Oct., 2003, p. 8.

In an interview, John Gann describes his experience driving the UNterstates, offering advantages they have over Interstate Highways. Warning against just jumping into advertising these roads, he suggests six steps to enhance marketing effectiveness.

 John L. Gann, Jr., "Economic Development in Bypassed Communities: Marketing Ohio's UNterstate Highways," Cities & Villages, (Ohio Municipal League),May/June, 2002, p. 21.

Standard tourism strategies won't work for most municipalities. Three highways are nominated as having potential for UNterstate marketing.

John L. Gann, Jr., "New Economic Growth Opportunities for Small Dakota Communities," South Dakota Municipalities, (South Dakota Municipal League), December, 1998, p. 14.

Technology is making smaller towns more competitive. But smaller places have to market better. Gann reviews what they can market to attract growth, with examples.

John L. Gann, Jr., "Driving the UNterstates," Syracuse (NY) Post-Standard, Aug. 31, 2008, p. E1.

Towns off the beaten path can see growth marketing roads like U.S. 20.

For more articles on UNterstates, click here.