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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
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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.
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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
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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.
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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.
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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?
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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
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Meet the WestonsMeet the WestonsMeet the WestonsMeet the Westons
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LifestyleLifestyleLifestyleLifestyle
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LimitationsLimitationsLimitationsLimitations
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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
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Deals/DiscountsDeals/DiscountsDeals/DiscountsDeals/Discounts
Lunch SpecialLunch SpecialLunch SpecialLunch Special
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Store decalsStore decalsStore decalsStore decals
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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
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Thursday 5:00 pm Thursday 5:00 pm Thursday 5:00 pm Thursday 5:00 pm ArrivalArrivalArrivalArrival
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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
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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
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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
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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
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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
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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?
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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