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Berea College, Entrepreneurship for the Public Good Program displays a pedagogical approach with a focus on entrepreneurial leadership for Liberal Arts undergraduates. This Lee County case study integrates the growing popularity of adventure tourism, ecotourism and heritage tourism and contains 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. Four traveler and tourist "personas" into Lee County in Eastern Kentucky are demonstrated.
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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
3/19/2013 Peter H. Hackbert, Berea College 4
Where we do our
entrepreneurial leadership
development for 6 years
Berea Kentucky
“Uneven Ground”
UK Professor of
History: Ronald Eller www.google.com/images
3/19/2013 Peter H. Hackbert, Berea College 6
…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
3/19/2013 Peter H. Hackbert, Berea College 11
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
3/19/2013 Peter H. Hackbert, Berea College 15
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?
3/19/2013 Peter H. Hackbert, Berea College 17
We observed and we listened to
the Kentucky River Area
Development District business
owners, attraction and destination
operators.
3/19/2013 Peter H. Hackbert, Berea College 18
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.
3/19/2013 Peter H. Hackbert, Berea College 19
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
3/19/2013 Peter H. Hackbert, Berea College 22
115 million Americans live
within a day’s driving distance
3/19/2013 Peter H. Hackbert, Berea College 23
Imagine
How would you spend 36 hours in
the KRADD region?
3/19/2013 Peter H. Hackbert, Berea College 24
36 Hours in the
KRADD Region
3/19/2013 Peter H. Hackbert, Berea College 25
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
3/19/2013 Peter H. Hackbert, Berea College 26
"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
3/19/2013 Peter H. Hackbert, Berea College 27
34 Personas
3/19/2013 Peter H. Hackbert, Berea College 28
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
3/19/2013 Peter H. Hackbert, Berea College 31
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
3/19/2013 Peter H. Hackbert, Berea College 34
Mobile Device
3/19/2013 Peter H. Hackbert, Berea College 35
2. Traveler and Tourist Personas
3/19/2013 Peter H. Hackbert, Berea College 36
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
3/19/2013 Peter H. Hackbert, Berea College 46
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
3/19/2013 Peter H. Hackbert, Berea College 51
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
3/19/2013 Peter H. Hackbert, Berea College 59
Renfro Valley: KY Music Hall of Fame
and Museum 12:30 PM
3PM
Promote Special
3/19/2013 Peter H. Hackbert, Berea College 62
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?
3/19/2013 Peter H. Hackbert, Berea College 67
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
3/19/2013 Peter H. Hackbert, Berea College 68
1,214 Social Media Reviews
250,000 free views
3/19/2013 Peter H. Hackbert, Berea College 69
3/19/2013 Peter H. Hackbert, Berea College 70
Now What?
3/19/2013 Peter H. Hackbert, Berea College 71
…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?
3/19/2013 Peter H. Hackbert, Berea College 74
Any Questions or Comments??
3/19/2013 Peter H. Hackbert, Berea College 75