This case investigates the updating of visitor profiles and preferences for a self-sustaining cultural/heritage tourism attraction within the South-eastern United States. Visitor preferences are examine in order to aid the cultural/heritage tourism location with the development of a strategic marketing plan. Definitions and examination of what constitutes a cultural/heritage tourism attraction are presented. Data collection of this project included obtaining a visitor inventory of preferences while visiting the cultural/heritage tourism locations. Issues are raised about the challenges cultural/heritage tourism operations face when attempting to maintain a loyal customer base.