This presentation summarizes how youth (college students) advanced the economic development in a rural community (Central Appalachia) mapping the cultural, historical and natural resources and executing human-centered design principles to design traveler personas connecting the cultural assets and tourism amenities. This presentation was for the 2014 Global Youth Economic Opportunities Summit.

1. Global Youth Economic Opportunities SummitGlobal Youth Economic Opportunities SummitGlobal Youth Economic Opportunities SummitGlobal Youth Economic Opportunities Summit
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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 Program
October 7, 2014
8:00 – 8:45am

2. Berea College “little known facts”Berea College “little known facts”Berea College “little known facts”Berea College “little known facts”
Top liberal arts colleges
First in social mobility
Affordability

3. 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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4. The Appalachian Region

5. RuralRuralRuralRural Communities PopulationCommunities PopulationCommunities PopulationCommunities Population
Madison 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

8. “Uneven Ground”
UK Professor of History:
Ronald Eller
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9. …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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10. Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

11. Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

12. Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

13. Source: Appalachian Culture and History, for the Berea College Elderhostel, Chad Berry, July 14, 2008

14. Poverty rate in Appalachian Kentucky – 21.8%

15. Percent of College Completion in Appalachian
Kentucky – 17.1%

16. 33% of households in the past 12 month
incomes are below the poverty level

17. Kentucky River Area Development District
Population Change from Census 2000 to July 1,
2008: -3%

18. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

19. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

20. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

21. Resilience
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22. “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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26. 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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27. Building Community

28. Economic Vitality

29. Character

30. A Healthier Environment

31. Lower Taxes

32. Kentucky VisitorKentucky VisitorKentucky VisitorKentucky Visitor
Average 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%
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33. 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

34. 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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35. 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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36. 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?
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37. 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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38. Insert Grameen story and Slide here

39. SOLOMO
Community Workshop
Growing Your Small Business with Social Media

40. 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 CHANGE
your 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.

41. You’ve Decided to Change…
You are here tonight because you’re interested in
doing something different. We Are Here to Help.
1. FACEBOOK
2. YELP
3. PINTEREST
4. GOOGLE+
5. TRIPADVISOR

42. TripAdvisor in Action

43. 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?

44. Cultural

45. Adventure Segment: Hiking

46. Adventure Segment: Mountain Biking

47. Adventure Segment: Canoeing

48. Adventure Segment: Orienteering

49. Adventure Segment: Rock Climbing

50. Adventure Segment: Trail Running

51. Adventure Segment: ATV’sAdventure Segment: ATV’sAdventure Segment: ATV’sAdventure Segment: ATV’s

52. 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?

53. Great Allegheny Passage

54. Virginia Creeper Trail
Virginia Creeper Trail

55. EPG students on the Virginia Creeper Trail

56. Creepers barter but Barters don’t creep

57. Turn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASKTurn to a Table Partner/Neighbor: ASK
1. 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?
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58. Switch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASKSwitch Table Partner/Neighbor: ASK
1. 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?
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59. Old Alvarado Station

60. EPG Students experience
adventure tourism

61. EPG students experience rock climbing at Torrent
Falls in Wolfe County, KYZip-lining, hiking, and rock climbing

62. 10/21/2014 Peter H. Hackbert, Berea College 62

63. 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?

64. 1. Traveler and Tourist Personas1. Traveler and Tourist Personas1. Traveler and Tourist Personas1. Traveler and Tourist Personas
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65. Meet the Weston’sMeet the Weston’sMeet the Weston’sMeet the Weston’s
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66. LifestyleLifestyleLifestyleLifestyle
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67. LimitationsLimitationsLimitationsLimitations
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68. The Weston’s Next StepsThe Weston’s Next StepsThe Weston’s Next StepsThe Weston’s 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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69. 10/21/2014 69
Deals/DiscountsDeals/DiscountsDeals/DiscountsDeals/Discounts

70. Lunch SpecialLunch SpecialLunch SpecialLunch Special
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71. Store decalsStore decalsStore decalsStore decals
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72. 2222. Traveler and Tourist Personas. Traveler and Tourist Personas. Traveler and Tourist Personas. Traveler and Tourist Personas
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73. Persona BackgroundPersona BackgroundPersona BackgroundPersona Background –––– Planning the TripPlanning the TripPlanning the TripPlanning the Trip
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74. Thursday 5:00 pmThursday 5:00 pmThursday 5:00 pmThursday 5:00 pm –––– ArrivalArrivalArrivalArrival
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Thursday 7:00 pmThursday 7:00 pmThursday 7:00 pmThursday 7:00 pm –––– Music in the ParkMusic in the ParkMusic in the ParkMusic in the Park

76. 10/21/2014 76
12:00 pm12:00 pm12:00 pm12:00 pm –––– Lunch at Bear Track GroceryLunch at Bear Track GroceryLunch at Bear Track GroceryLunch at Bear Track Grocery

77. 1:00 pm1:00 pm1:00 pm1:00 pm –––– Climbing at Muir ValleyClimbing at Muir ValleyClimbing at Muir ValleyClimbing at Muir Valley
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78. 10/21/2014 78
6:30 pm6:30 pm6:30 pm6:30 pm –––– Dinner at Red RiverDinner at Red RiverDinner at Red RiverDinner at Red River RockhouseRockhouseRockhouseRockhouse
with Climbing Friendswith Climbing Friendswith Climbing Friendswith Climbing Friends

79. 8:30 pm8:30 pm8:30 pm8:30 pm –––– Lee County Rec CenterLee County Rec CenterLee County Rec CenterLee County Rec Center
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80. Saturday 7:00 amSaturday 7:00 amSaturday 7:00 amSaturday 7:00 am –––– Breakfast and Break CampBreakfast and Break CampBreakfast and Break CampBreakfast and Break Camp
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81. Saturday 9:00 amSaturday 9:00 amSaturday 9:00 amSaturday 9:00 am –––– Chimney Rock TrailChimney Rock TrailChimney Rock TrailChimney Rock Trail
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82. Saturday 10:OO amSaturday 10:OO amSaturday 10:OO amSaturday 10:OO am –––– Main Street GalleryMain Street GalleryMain Street GalleryMain Street Gallery
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83. 10/21/2014 83
Saturday 11:00 amSaturday 11:00 amSaturday 11:00 amSaturday 11:00 am –––– LLLLunch at Miguel’sunch at Miguel’sunch at Miguel’sunch at Miguel’s

84. 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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85. Berea College EPG Students and Fellows

86. Lessons LearnedLessons LearnedLessons LearnedLessons Learned

87. 1111. Recirculate local revenues. Recirculate local revenues. Recirculate local revenues. Recirculate local revenues

88. 2222. Use social media to map. Use social media to map. Use social media to map. Use social media to map
community assetscommunity assetscommunity assetscommunity assets

89. 3. Test assumptions and validate3. Test assumptions and validate3. Test assumptions and validate3. Test assumptions and validate
assumptionsassumptionsassumptionsassumptions

90. 4. Use 364. Use 364. Use 364. Use 36----hour model to illustratehour model to illustratehour model to illustratehour model to illustrate
the economic value of travelersthe economic value of travelersthe economic value of travelersthe economic value of travelers
and tourist to decision makersand tourist to decision makersand tourist to decision makersand tourist to decision makers

91. 5. Replicate the best practices5. Replicate the best practices5. Replicate the best practices5. Replicate the best practices

92. Questions and CommentsQuestions and CommentsQuestions and CommentsQuestions and Comments