Lee County Kentucky Chamber of Commerce 3.18.13

Rebuilding Eastern Kentucky – Lee County Digitally:

Showcasing Lee County Community Assets

Lee County Chamber of Commerce

Beattyville, KY

March 18, 2103

Peter H. Hackbert, Director

Entrepreneurship for the Public Good Program

Berea College, Berea KY

3/19/2013 Peter H. Hackbert, Berea College 1

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".

Small Rural Appalachian Community

Economic Development (CED)Traditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy /

Tool

Economic Development

Approaches

Economic

Outcomes

Other

Outcomes

Direct, Short-term

Indirect, Long-term

• Industrial development

• Business retention / expansion

• Workforce development

• Tourism

• Entrepreneurship

• Downtown development

• Arts / Creative economy

• Cluster-based development

• Residential development

• Transportation

• Broadband / Internet / Social Media

• ED finance

• Philanthropy

• Strategic planning

• Leadership development

• Organizational development

1. Recruit firms from the outside

2. Strengthen/expand existing firms

3. Promote development of new firms

• jobs

• firms

• prosperity

• wealth

• social

• civic

• environmental

3/19/2013 Peter H. Hackbert, Berea College 3

EPG Small Rural Appalachian Community

Economic Development ModelTraditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy /

Tool

Economic Development

Approaches

Economic

Outcomes

Other

Outcomes

Direct, Short-term

Indirect, Long-term

• Tourism

• Entrepreneurship economy

• Cluster-based development

• Local Living Economies• Residential development

• Transportation

• Broadband / Internet /

Social Media

e

1. Strengthen/expand

existing firms

2. Promote new firms

• jobs

• firms

• social / civic

• environmental

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Where we do our

entrepreneurial leadership

development for 6 years

Berea Kentucky

“Uneven Ground”

UK Professor of

History: Ronald Eller www.google.com/images

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…growing popularity of ecotourism and

heritage tourism…contained the potentialfor 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.

3/19/2013 Peter H. Hackbert, Berea College 7

5 Years Research

• Demographic Analysis

• Economic Analysis

• Entrepreneurship

• Community Survey

• Site visits (14x10x5) 700 night stays3/19/2013 Peter H. Hackbert, Berea College 8

Peer to Peer Workshops

What has changed in just

the last five years?

"Facebook didn't exist;

Twitter was a sound; the

cloud was in the sky; 4G

was a parking place;

LinkedIn was a prison;

applications were what

you sent to college; and

Skype for most people

was typo."

They use

Facebook

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3/19/2013 Peter H. Hackbert, Berea College 12

Google Search Website3/19/2013 Peter H. Hackbert, Berea College 13

3/19/2013 Peter H. Hackbert, Berea College 14

Small Town ProgramPopulations

1,602

357

175

1,764

747

1,081

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3/19/2013 Peter H. Hackbert, Berea College 16

Key Question

Can Social Media be a tool to

develop an alternative economy in

Appalachian communities?

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We observed and we listened to

the Kentucky River Area

Development District business

owners, attraction and destination

operators.

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Tourism is the 3rd largest industry in Kentucky,

providing $3.3 billion in salaries annually

This is despite only 34% of first-time Kentucky

visitors actually recalling seeing any advertisements or

promotions for Kentucky prior to their visit.

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Key Facts

Visitors come to Daniel Boone Country Region

•It is peaceful/relaxing (81%),

• It is a safe destination (74%),

• There is plenty to see and do (72%),

• It is a good value for the money (71%)

• The clean unspoiled environment (72%)3/19/2013 Peter H. Hackbert, Berea College 20

The Daniel Boone Country VisitorAverage Income: $68,560

Average Age: 50.8

Average Travel Group Size: 3

69% short pleasure trip

53% use internet

Recommend their visit to others: 96%3/19/2013 Peter H. Hackbert, Berea College 21

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115 million Americans live

within a day’s driving distance

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Imagine

How would you spend 36 hours in

the KRADD region?

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36 Hours in the

KRADD Region

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Online consumer recommendations are

the second most trusted source of brand

advertising, second only to

“recommendations from people I know” in

a global 2012 study of 28,000 consumers in

56 countries

Source: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 2012

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"The traveler/tourist persona

profile gives you a chance to truly

empathize with target

market segments, stepping out of the role

as someone who wants to promote a product

and see, through your travelers' eyes…”

Peter H. Hackbert

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34 Personas

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1. Traveler and Tourist Personas

3/19/2013 Peter H. Hackbert, Berea College 29

Joseph Atkins

Images.google.comImages.google.com3/19/2013 Peter H. Hackbert, Berea College 30

45 Years Old

45 years old

Works in Cincinnati

Restaurant Manager

Married

No children

History Buff

Social Media Experience

Wife is in Chicago

$1,100 budget

Travels by car

Visit a buddy at Alice Lloyd collegeImages.google.com

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Departs Cincinnati6:00 AM - Tuesday

Images.google.com

Lee County Tourism Center8:45 AM

Facebook.com/DigitalAppalachia3/19/2013 Peter H. Hackbert, Berea College 33

What got him to stop?

Tripadvisor.co

m

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Mobile Device

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2. Traveler and Tourist Personas

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Cross-generation adventures

for a Baby-Boomer’s family

36 Hours in Wolfe and Lee Counties.

Polina Larina from Tashkent, Uzbekistan

Sophomore Communication and German Major

2 July 2012

James Moore

Lisa and Tommy Miller

Source:

google.com/images

Itinerary

3 PM

Source:

google.com/maps

Happy Top Park

3 PM

Dooleys Purple Cow Restaurant

5:30 PM

Source: Local

Photos

Source: Yelp.com

Green Pastures Getaway

6:30 PM

Source: Local

Photos

Source: Google+ Local

3. Traveler and Tourist Personas

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The Mounce Family

Great Family Destination

Source: Google Images

Travel Goals

Escape

Entertainment

Bonding

Check in Green Pastures Getaway

Friday 9:30 PM

Local Photos Taken June 2012

Store decals

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Breakfast in Cabin

Saturday 8:00 AM

Source: Google Images

Red River Gorge Zipline Tours

Saturday 9:30AM

Photos Courtesy of Red River Gorge

Zipline Tours June 2012

Off Road Hummer Tour

Local Photos Taken June 2012

Lee County Veterans Wall

Saturday 6:30 PM

Local Photos Taken June 2012

St Thomas Episcopal Church

Local Photo Taken

June 2012

4. Traveler and Tourist Personas

Youth Group

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Renfro Valley: KY Music Hall of Fame

and Museum 12:30 PM

3PM

Promote Special

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Pine Crest Camp Lodge

Monday 8:00 PM

Source: Personal Photos

Taken June 2012

7:00 a.m.

Shopping at Pudgy’s for Breakfast

Lee County Recreational Center

Tuesday 7:00 PM

Source: Personal Photos Taken

June 2012

9 am Youth Haven

So What?

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EPG Small Rural Appalachian Community

Economic Development ModelTraditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy /

Tool

Economic Development

Approaches

Economic

Outcomes

Other

Outcomes

Direct, Short-term

Indirect, Long-term

• Tourism

• Entrepreneurship economy

• Cluster-based development

• Local Living Economies• Residential development

• Transportation

• Broadband / Internet /

Social Media

e

1. Strengthen/expand

existing firms

2. Promote new firms

• jobs

• firms

• social / civic

• environmental

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1,214 Social Media Reviews

250,000 free views

3/19/2013 Peter H. Hackbert, Berea College 69

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Now What?

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…link ecotourism and heritage

tourism………..contained the potential for

building an alternative

economy, one that promises greater

monetary returns for local residents, the

preservation of rural traditions, and the

protection of sensitive natural resources

to [SOMOLO] social, mobile, local,

economy

.

3/19/2013 Peter H. Hackbert, Berea College 72

Lee County Chamber Actions

1. Recommend KCTC execute social/mobile

certificate program

2. Expand the Tourism Definition

3. Use KY State Park Assets

4. Explore KY Trail Town models

5. Stimulate social media for the local

economy via mobile

6. Collaborate across KRADD county lines 3/19/2013 Peter H. Hackbert, Berea College 73

What If?

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Any Questions or Comments??

3/19/2013 Peter H. Hackbert, Berea College 75