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PLAYING TO WIN
• Baby Boomers
• Families with Children
• College-going Millennials
• Outdoor | Adventure
• Boomers | Families
• Western States
• Who are they?
• Where are they?
• How do you capture the power of their hopes and dreams….
– To improve your bottom line
– To advance your mission
• U.S Population Growing, Albeit More Slowly
• Boomers Driving Aging of America
– 10 – 20%
– Boomers & Seniors 39%
• Growing Diversity
– 1 in 3; 29% increase ‘00-10
– Hispanics…50+ million, up 43%
KEY FINDINGS FROM 2010 CENSUS
KEY FINDINGS FROM 2010 CENSUS
• Proportion of Youth Smaller
– 74 Million Under 18; ~25%
– ~ 50% Kids Under 18 are from Diverse Racial/Ethnic Backgrounds
– 23% of Kids Under 18 are Hispanic
• Distribution of Population Important
– Mostly Urban and Suburban
– 50+ Percent in 10 States
More Older Diverse Latino Other
ID 21 12 16 11 10
WA 14 12 28 11 17
UT 24 9 20 13 14
US 10 13 36 16 20
More Older Diverse Latino Other
Boise 11 11 15 7 10
Spokane 14 13 16 5 8
Id Falls 12 12 17 13 11
SLC 3 9 33 22 27
Seattle 8 11 34 7 21
Tacoma 2.5 11 40 11 18
About 70% from these 3 states
About 63% from these 5 metros
VALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTDOOR RECREATION
ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCE
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Boom Towns | Service Worker Centers | Monied ‘Burbs
More than 60% of ID travelers are from 5 metro areas….(Longwoo
ds, 2008)
About 45% are from Boom Town community types.(Patchwork Nation.org )
Folks Seeking the SunAlmost 88 percent of the population growth between
2000 and 2030 will be distributed in the South and
West.
Source: Census Bureau
Source: Various, including Census Bureau, Facts for Features, January 2006.
Are You
Ready?
40% BOOMERS OR SENIORS
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RECAPTURE BABY BOOMERS
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Are You
Ready?
Equality | Environmental ValuesParents of Millennials (Gen Y)
Ph
oto
: USF
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• Who Are?
– 78 Million
– 1946 – 1964
– Fueling Senior Growth
• Where Live?
– Throughout CA
– Rec& Retire
• Why Intrigue?
– Large Cohort
– Free Time/Money
– Carry Us Until We Figure It Out
• Where Are They…– Psychologically
– Reconnect w/ Values of Youth
– Prime Nostalgia
– Links to Nature
– Unstructured Play
– Camps, Orgs
– Nature Vacations
– Language of Leisure
– English & Print
– Digital/Social Media
– Web, Email, FB
BA
BY
BO
OM
ERS
• Amenities– Feel Special– Comfort/Pamper
• Activities– Learn Something– “Savor” Life
• Foodies• Entertainment
• Connect with Outdoor Recreation– Reconnect with
Environmental Values
– W/ Their Millennial Kids
• Accommodations– Pet Friendly
– Couples or Two-Gen
– Multi-Generational
– “Connecting” but…
• [Re]Development– Hotel, not motel
– Interval not whole
– Rental homes and cabins
– Single and Multi-room Units
BA
BY
BO
OM
ERS
WHAT DO YOU THINK?
• How does this align with what you’ve experienced with this group?
• How could your product, service, or area meet the hopes and dreams of this group?
• How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
• Who Are?
– More diverse in every way
– Less experience with natural systems
• Where Live?
– Urban & Suburban
– South & West
• Why Intrigue?
– OR patterns established
– Kids and Nature
– Another “boom”
• Where Are They…
– Psychologically
– Family Bonds
– Safety & Security
– Links to Nature
– Relaxation/Family
– Safe Kids Play
– Language of Leisure
– Language of Home
– Digital/Social Media
– Integrated
– Essential
FAM
ILIE
SW
ITH
KID
S
• Amenities
– Family Friendly
– Entertainment
• Activities
– Unstructured Play
– Learn To Programs
• Connect with Outdoor Recreation
– Learning
– Family Fun
• Accommodations
– Value Important
– Kitchens
– Flexible Sleeping Arrangements
• Re/Development &Repurposing
– More Sinks/Baths
– Flexible Space for 6 – 12 Folks
– Upscale & Clean
FAM
ILIE
S W
ITH
KID
S
• Amenities– Family Friendly– Bilingual– Nature & Kids
• Unstructured• Learning• Healthy
• Activities– Active Recreation– Passive Recreation– Varied Recreation “Style”
• Connect with Outdoor Recreation– Through Kids– Nature & Kids
• Unstructured• Learning• Healthy
• Accommodations
– Incomes are Rising but Value Important
– Extended Family
• Re/Development &Repurposing
– Careful Consultation
– Kitchens and Bathrooms
DIV
ERSE
RA
CIA
L &
ETH
NIC
B
AC
KGR
OU
ND
S
Latent Outdoor Recreation Demand among California Latinos
• Walking for fitness or fun• Camping in developed sites• Picnicking in picnic areas• Visiting outdoor nature
museums, zoos, gardens, or arboretums
• Visiting historic and cultural sites
• Beach activities• Bicycling on paved surfaces• Day hiking on trails
…When asked if they would like to have participated in __ activities more often the majority of Hispanics indicated they would like to have spent more time…..
Ben
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in M
iller
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ock
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oto
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WHAT DO YOU THINK?
• How does this align with what you’ve experienced with this group?
• How could your product, service, or area meet the hopes and dreams of this group?
• How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
The Mindset List for the Class of 2015….Always
• Ferris Bueller and Sloane Peterson could be their parents.
• No state has ever failed to observe Martin Luther King Day.
• The Communist Party has never been the official political party in Russia.
• They’ve always gone to school with Mohammed and Jesus.
• Women have always been kissing women on television.
• Arnold Palmer has always been a drink.
• Been an Internet ramp onto the information highway.
• Amazon has never been just a river in South America.
• They “swipe” cards, not merchandise.
• Electric cars have always been humming in relative silence on the road.
• …their parents have always worried about nasty new bugs borne by birds and mosquitoes.
• States and Velcro parents have always been requiring that they wear their bike helmets.
Copyright© 2011 Beloit CollegeMindset List is a registered trademark
MIL
LEN
NIA
LS• Who Are?
– Larger than Baby Boom
– Very Diverse
• Where Live?
– Metro & Suburban
• Why Intrigue?
– Future Leaders
– College/Career
– Save Us From Ourselves
• Where Are They…
– Psychologically
– Becoming
– Hopeful & Worried
– Links to Nature
– Mediated
– Language of Leisure
– Digital
– Digital/Social Media
– Ubiquitous
• Amenities
– Wired & Plugged
– Transit
– On-site Restaurants
– Easy
• Activities
– Active Recreation
– Nightlife
– Entertainment
• Music
• Friends
MIL
LEN
NIA
LS• Connect with
Nature, Outdoor Recreation
– Jobs
– Seasonal
– Internships
– Concerts & Events
– Environment*
– School-related
• Classes
• Clubs & Friends
• Fund-raising
• Re/Development,Repurposing, Refining
– Employee Housing
– Hostel-esque for College aged
– Public Transit
– Media & Promotion
– More Diversity
Entertainment
Photos & Spokespersons
MIL
LEN
NIA
LS• Accommodations
– Affordable– Clean & Attractive– Vintage OK if
1st Two Met• Re/Development &
Repurposing– Spif Vintage– Promote “Green”– Multi-gen Properties
– Price Points– 2 or 3 Gen Travel
Groups
WHAT DO YOU THINK?
• How does this align with what you’ve experienced with this group?
• How could your product, service, or area meet the hopes and dreams of this group?
• How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
COME OUTSIDE AND PLAY
• Coordinate Actions– Agency– Guides
• Secure Resources– LWCF– Scenic Byways
• Promote Opportunity– Scenic Byways– RV, Idaho (Campgrounds)– Be Outside, Idaho– Bird a Day– Stay on Trails
IDEAS TO CONSIDER
• “New to State” Invite Your Friends and Relatives Campaign
• Target Boom Town Communities Within Driving Distance
• What Role for Realtors?
• Maintain Investment in Byways, Trails and Corridors
IDEAS TO CONSIDER
• Markets to Develop
– Senior
– Millennials
– Latinos/Hispanics
• Opening the Discussion– Focus Groups
– Support to Community
• On the Horizon
– STEM
– VolunTourism& Service
Playing to Win… A Personal Story
In 2008, Chico State started a Field School program
so university students could volunteer their time and talents to public lands.
• Community Stewardship: Habitat Restoration, Trails
• Citizen Science: I & M, Data Collection, Embedded
• Community Engagement: Trunks, Event Info
• Communication: Publications, Products, Social
• Conference/Event Management
• Consulting: Millennial, Spanish/Latino, Kiosks
• Caretaking/Custodial: SPIF, Cyclical, Spike Camps
TO HELP PLACES THRIVE
• Hospitality
– Yosemite Gateway
– Tahoe South
– Geotourism
• Event Management
– Autodesk University
– Agency Conferences
– Junior Ranger Day
• Byways, Trails and Transit
• Habitat Restoration