lee county kentucky chamber of commerce 3.18.13
DESCRIPTION
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.TRANSCRIPT
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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
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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".
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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
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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
3/19/2013 Peter H. Hackbert, Berea College 4
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Where we do our
entrepreneurial leadership
development for 6 years
Berea Kentucky
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“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.
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5 Years Research
• Demographic Analysis
• Economic Analysis
• Entrepreneurship
• Community Survey
• Site visits (14x10x5) 700 night stays3/19/2013 Peter H. Hackbert, Berea College 8
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Peer to Peer Workshops
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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."
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They use
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Google Search Website3/19/2013 Peter H. Hackbert, Berea College 13
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Small Town ProgramPopulations
1,602
357
175
1,764
747
1,081
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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
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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
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Joseph Atkins
Images.google.comImages.google.com3/19/2013 Peter H. Hackbert, Berea College 30
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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
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Lee County Tourism Center8:45 AM
Facebook.com/DigitalAppalachia3/19/2013 Peter H. Hackbert, Berea College 33
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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
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James Moore
Lisa and Tommy Miller
Source:
google.com/images
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Itinerary
3 PM
Source:
google.com/maps
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Happy Top Park
3 PM
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Dooleys Purple Cow Restaurant
5:30 PM
Source: Local
Photos
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Source: Yelp.com
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Green Pastures Getaway
6:30 PM
Source: Local
Photos
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Source: Google+ Local
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3. Traveler and Tourist Personas
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The Mounce Family
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Great Family Destination
Source: Google Images
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Travel Goals
Escape
Entertainment
Bonding
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Check in Green Pastures Getaway
Friday 9:30 PM
Local Photos Taken June 2012
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Store decals
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Breakfast in Cabin
Saturday 8:00 AM
Source: Google Images
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Red River Gorge Zipline Tours
Saturday 9:30AM
Photos Courtesy of Red River Gorge
Zipline Tours June 2012
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Off Road Hummer Tour
Local Photos Taken June 2012
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Lee County Veterans Wall
Saturday 6:30 PM
Local Photos Taken June 2012
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St Thomas Episcopal Church
Local Photo Taken
June 2012
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4. Traveler and Tourist Personas
Youth Group
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Renfro Valley: KY Music Hall of Fame
and Museum 12:30 PM
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3PM
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Promote Special
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Pine Crest Camp Lodge
Monday 8:00 PM
Source: Personal Photos
Taken June 2012
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7:00 a.m.
Shopping at Pudgy’s for Breakfast
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Lee County Recreational Center
Tuesday 7:00 PM
Source: Personal Photos Taken
June 2012
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9 am Youth Haven
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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
3/19/2013 Peter H. Hackbert, Berea College 68
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1,214 Social Media Reviews
250,000 free views
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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
.
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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
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What If?
3/19/2013 Peter H. Hackbert, Berea College 74
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Any Questions or Comments??
3/19/2013 Peter H. Hackbert, Berea College 75