2014 global youth economic opportunities summit - unleashing young people to improve rural economies...

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Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit U U Un n nl l le e ea a as s sh h hi i in n ng g g Y Y Yo o ou u un n ng g g P P Pe e eo o op p pl l le e e t t to o o I I Im m mp p pr r ro o ov v ve e e R R Ru u ur r ra a al l l E E Ec c co o on n no o om m mi i ie e es s s through Tourism and Social Media through Tourism and Social Media through Tourism and Social Media through Tourism and Social Media Peter H. Hackbert, Kheri Williams, Caroline Hughes Berea College Entrepreneurship for the Public Good Program October 7, 2014 8:00 – 8:45am

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  • Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit Global Youth Economic Opportunities Summit UUUUnnnnlllleeeeaaaasssshhhhiiiinnnngggg YYYYoooouuuunnnngggg PPPPeeeeoooopppplllleeee ttttoooo IIIImmmmpppprrrroooovvvveeee RRRRuuuurrrraaaallll EEEEccccoooonnnnoooommmmiiiieeeessss

    through Tourism and Social Mediathrough Tourism and Social Mediathrough Tourism and Social Mediathrough Tourism and Social Media

    Peter H. Hackbert, Kheri Williams, Caroline Hughes

    Berea College

    Entrepreneurship for the Public Good ProgramOctober 7, 2014

    8:00 8:45am

  • Berea College little known factsBerea College little known factsBerea College little known factsBerea College little known facts

    Top liberal arts colleges

    First in social mobility

    Affordability

  • The EPG Program defines Entrepreneurial Leadership as:

    "A process when one person or a group of

    people in a community originate an idea or

    innovation for a needed change and influence

    others in that community to commit to realizing

    that change, despite the presence of risk,

    ambiguity, or uncertainty".

    10/21/2014 3

  • The Appalachian Region

  • Rural Rural Rural Rural Communities PopulationCommunities PopulationCommunities PopulationCommunities PopulationMadison County ---- 85, 600

    Leslie County 11,000 - 8.8%

    Breathitt County 14,000 - 13.8%

    Knott County 16,000 - 7.4%

    Owsley County 4,722 - 2.1%

    Eastern KY County seat populations 300 / 800

    Population

    declines 2000 -10

  • Uneven Ground

    UK Professor of History:

    Ronald Eller

    10/21/2014 8

  • growing popularity of ecotourism and heritage

    tourismcontained the potential for building an alternative economy, one that promised greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources.

    - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.

    10/21/2014 9

  • Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

  • Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

  • Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

  • Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

  • Poverty rate in Appalachian Kentucky 21.8%

  • Percent of College Completion in Appalachian

    Kentucky 17.1%

  • 33% of households in the past 12 month incomes are below the poverty level

  • Kentucky River Area Development District Population Change from Census 2000 to July 1,

    2008: -3%

  • Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachias Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

  • Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachias Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

  • Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachias Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

  • Resilience

    10/21/2014 21

  • at the heart of resilience is a very simple

    notion things change to ignore or resist this change is to increase vulnerability and forego emerging opportunities, in so doing, we limit our options.

    10/21/2014 22

  • Local Ownership MattersLocal Ownership MattersLocal Ownership MattersLocal Ownership Matters

    1. Higher multipliers

    2. Great community wealth

    3. More dynamic

    4. Healthier residents

    5. Better community planning

    6. Greater creativity

    7. Greater political participation

    10/21/2014 26

  • Building Community

  • Economic Vitality

  • Character

  • A Healthier Environment

  • Lower Taxes

  • Kentucky VisitorKentucky VisitorKentucky VisitorKentucky VisitorAverage Income: $68,560

    Average Age: 50.8

    Average Travel Group Size: 3

    69% short pleasure trip

    53% use internetRecommend their visit to others: 96%

    10/21/2014 32

  • Social Media Strategy

    Home -- $54,000*

    Automotive -- $39,000*

    Local services -- $36,000*

    Hotel and travel -- $36,000*

    Shopping -- $24,000*

    Health & Medical -- $20,000*

    Research reports $8,000 in annual

    revenue across categories doing

    exceptionally well advertising to

    purchase-minded consumers

  • Turn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/Neighbor

    1. Pull out your (smart) phone or tablet/iPad.

    10/21/2014 34

  • Turn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/Neighbor

    1. Pull out your (smart) phone or tablet/iPad.

    2. Point to the app or the social media platform that you have used to communicate to family and friend while traveling to or at this conference.

    10/21/2014 35

  • Turn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/NeighborTurn to a Table Partner/Neighbor

    1. Pull out your (smart) phone or tablet/iPad.

    2. Point to the app or the social media platform that you have used to communicate to family and friend while traveling to or at this conference.

    3. If I gave you time, now, to review the Renaissance Hotel accommodations, food what would you say?

    10/21/2014 36

  • Key Point #1 and QuestionKey Point #1 and QuestionKey Point #1 and QuestionKey Point #1 and Question

    Can Social Media be a tool to develop an alternative economy in

    Appalachian communities?

    10/21/2014 37

  • Insert Grameen story and Slide here

  • SOLOMOCommunity Workshop

    Growing Your Small Business with Social Media

  • Consider CHANGECHANGECHANGECHANGE.

    3 MAIN CONCEPTS TO REVISIT

    1. How social media can CHANGE your business.

    2. How you can CHANGE how you use social media.

    3. How you can CHANGEyour relationship with others in this room.

    CHANGE REQUIRES

    1. Want / Desire for Change

    2. Choose to do Something Different.

    3. Walk the Walk / Take Action.

  • Youve Decided to ChangeYou are here tonight because youre interested in doing something different. We Are Here to Help.

    1. FACEBOOK

    2. YELP

    3. PINTEREST

    4. GOOGLE+

    5. TRIPADVISOR

  • TripAdvisor in Action

  • Key Point #2 and QuestionKey Point #2 and QuestionKey Point #2 and QuestionKey Point #2 and Question

    Are the rapidly growing adventure tourism (20% per year) and outdoor recreation participation (50% of all Americans) industries, their products, services and creating jobs as economic opportunity?

  • Cultural

  • Adventure Segment: Hiking

  • Adventure Segment: Mountain Biking

  • Adventure Segment: Canoeing

  • Adventure Segment: Orienteering

  • Adventure Segment: Rock Climbing

  • Adventure Segment: Trail Running

  • Adventure Segment: ATVsAdventure Segment: ATVsAdventure Segment: ATVsAdventure Segment: ATVs

  • Key Point #3 and QuestionKey Point #3 and QuestionKey Point #3 and QuestionKey Point #3 and Question

    How have other rural communities linked their community assets to adventure tourism opportunities for economic development?

  • Great Allegheny Passage

  • Virginia Creeper Trail

    Virginia Creeper Trail

  • EPG students on the Virginia Creeper Trail

  • Creepers barter but Barters dont creep

  • Turn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASK1. Where are you from (or do you live)?

    2. How did you hear about the event (find this place)?

    3. How many in your group (are there in your party)?

    4. Where are you staying?

    10/21/2014 57

  • Switch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASK1. Where are you from (or do you live)?

    2. How did you hear about the event (find this place)?

    3. How many in your group (are there in your party)?

    4. Where are you staying?

    5. How many days are you staying in the area?

    6. What do you plan to do (have you done) while here?

    7. How much do you anticipate spending on transportation, lodging, food, and souvenirs in the area?

    10/21/2014 58

  • Old Alvarado Station

  • EPG Students experience

    adventure tourism

  • EPG students experience rock climbing at Torrent Falls in Wolfe County, KYZip-lining, hiking, and rock climbing

  • 10/21/2014 Peter H. Hackbert, Berea College 62

  • Key Point #4 and QuestionKey Point #4 and QuestionKey Point #4 and QuestionKey Point #4 and Question

    How could we use personas or typical tourists to influence civic leaders to consider the economic value of adventure tourism in thie communities to align with the new Kentucky Trail Town Program?

  • 1. Traveler and Tourist Personas1. Traveler and Tourist Personas1. Traveler and Tourist Personas1. Traveler and Tourist Personas

    10/21/2014 64

  • Meet the WestonsMeet the WestonsMeet the WestonsMeet the Westons

    10/21/2014 65

  • LifestyleLifestyleLifestyleLifestyle

    10/21/2014 66

  • LimitationsLimitationsLimitationsLimitations

    10/21/2014 67

  • The Westons Next StepsThe Westons Next StepsThe Westons Next StepsThe Westons Next Steps

    Uploaded multiple pictures on Facebook

    Write reviews on their food and lodging

    Tell their friends about their trip

    Planned a return trip to the annual ride

    10/21/2014 68

  • 10/21/2014 69

    Deals/DiscountsDeals/DiscountsDeals/DiscountsDeals/Discounts

  • Lunch SpecialLunch SpecialLunch SpecialLunch Special

    10/21/2014 70

  • Store decalsStore decalsStore decalsStore decals

    10/21/2014 71

  • 2222. Traveler and Tourist Personas. Traveler and Tourist Personas. Traveler and Tourist Personas. Traveler and Tourist Personas

    10/21/2014 Peter H. Hackbert, Berea College 72

  • Persona Background Persona Background Persona Background Persona Background Planning the TripPlanning the TripPlanning the TripPlanning the Trip

    10/21/2014 73

  • Thursday 5:00 pm Thursday 5:00 pm Thursday 5:00 pm Thursday 5:00 pm ArrivalArrivalArrivalArrival

    10/21/2014 74

  • 10/21/2014 75

    Thursday 7:00 pm Thursday 7:00 pm Thursday 7:00 pm Thursday 7:00 pm Music in the ParkMusic in the ParkMusic in the ParkMusic in the Park

  • 10/21/2014 76

    12:00 pm 12:00 pm 12:00 pm 12:00 pm Lunch at Bear Track GroceryLunch at Bear Track GroceryLunch at Bear Track GroceryLunch at Bear Track Grocery

  • 1:00 pm 1:00 pm 1:00 pm 1:00 pm Climbing at Muir ValleyClimbing at Muir ValleyClimbing at Muir ValleyClimbing at Muir Valley

    10/21/2014 77

  • 10/21/2014 78

    6:30 pm 6:30 pm 6:30 pm 6:30 pm Dinner at Red River Dinner at Red River Dinner at Red River Dinner at Red River RockhouseRockhouseRockhouseRockhousewith Climbing Friendswith Climbing Friendswith Climbing Friendswith Climbing Friends

  • 8:30 pm 8:30 pm 8:30 pm 8:30 pm Lee County Rec CenterLee County Rec CenterLee County Rec CenterLee County Rec Center

    10/21/2014 79

  • Saturday 7:00 am Saturday 7:00 am Saturday 7:00 am Saturday 7:00 am Breakfast and Break CampBreakfast and Break CampBreakfast and Break CampBreakfast and Break Camp

    10/21/2014 Caroline Hughes - 36 hours presentation 80

  • Saturday 9:00 am Saturday 9:00 am Saturday 9:00 am Saturday 9:00 am Chimney Rock TrailChimney Rock TrailChimney Rock TrailChimney Rock Trail

    10/21/2014 Caroline Hughes - 36 hours presentation 81

  • Saturday 10:OO am Saturday 10:OO am Saturday 10:OO am Saturday 10:OO am Main Street GalleryMain Street GalleryMain Street GalleryMain Street Gallery

    10/21/2014 Caroline Hughes - 36 hours presentation 82

  • 10/21/2014 83

    Saturday 11:00 am Saturday 11:00 am Saturday 11:00 am Saturday 11:00 am LLLLunch at Miguels unch at Miguels unch at Miguels unch at Miguels

  • What did Jack think and spend?What did Jack think and spend?What did Jack think and spend?What did Jack think and spend?

    10/21/2014 Caroline Hughes - 36 hours presentation 84

  • Berea College EPG Students and Fellows

  • Lessons Learned Lessons Learned Lessons Learned Lessons Learned

  • 1111. Recirculate local revenues . Recirculate local revenues . Recirculate local revenues . Recirculate local revenues

  • 2222. Use social media to map . Use social media to map . Use social media to map . Use social media to map community assets community assets community assets community assets

  • 3. Test assumptions and validate 3. Test assumptions and validate 3. Test assumptions and validate 3. Test assumptions and validate assumptionsassumptionsassumptionsassumptions

  • 4. Use 364. Use 364. Use 364. Use 36----hour model to illustrate hour model to illustrate hour model to illustrate hour model to illustrate the economic value of travelers the economic value of travelers the economic value of travelers the economic value of travelers and tourist to decision makersand tourist to decision makersand tourist to decision makersand tourist to decision makers

  • 5. Replicate the best practices5. Replicate the best practices5. Replicate the best practices5. Replicate the best practices

  • Questions and CommentsQuestions and CommentsQuestions and CommentsQuestions and Comments