1. space for place Ted Lee Eubanks Founder & President

2. I like to see a man proud of the place in which he lives. I like to see a man live so that his place will be proud of him. Abraham Lincoln 3. What begins as undifferentiated space becomes place as we get to know it better and endow it with valueYi-Fu Tuan 4. The human being, by his mere presence, imposes a schema on spaceYi-Fu Tuan 5. Place involves meanings and values that facilitate intimate connections with particular geographical areas. 6. the visitors chief interest is in whatever touches his personality, his experiences, and his idealsFreeman Tilden 7. Experiences are as distinct from services as services are from goodsJoseph Pine & James Gilmore 8. Consumers (tourists) favor consuming experiences over traditional goods and services. Anticipation is often more important than the actual consumption of the travel experience . Experiences are memorable. The Experience Economy 9. Do What You Can With What You Have Where You Are. Theodore Roosevelt 10. Inherited Experiences 11. Inherited Experiences Nature History Culture Food Music Art 12. Inherited Experiences Nature History Culture Food Music Art 13. Inherited Experiences Nature History Culture Food Music Art 14. Inherited Experiences Nature History Culture Food Music Art 15. Inherited Experiences Nature History Culture Food Music Art 16. Inherited Experiences Nature History Culture Food Music Art 17. Inherited Experiences Nature History Culture Food Music Art 18. Inherited Experiences Nature History Culture Food Music Art 19. Inherited Experiences Nature History Culture Food Music Art 20. Inherited Experiences Nature History Culture Food Music Art 21. Inherited Experiences Nature History Culture Food Music Art 22. Inherited Experiences Nature History Culture Food Music Art 23. Inherited Experiences Nature History Culture Food Music Art 24. to reveal the beautiful truths that lie behind the appearances The Interpretive Sense Freeman Tilden 25. How Do You Choose? 26. Passion Power Proficiency Profit 27. Experiential travel Shared elements Placed Real Depends on inherited resources Benefits locality Enlightening (transformational) Experience, rather than price, driven Sustainable 28. 1. Delineate Zone of Influence. 2. Identify natural, cultural, and historical resources within the region (ZOI). 3. Identify products and services that authentically reflect the nature, culture, and history of the region. Matrix of Opportunity 29. 4. Develop thematic structure and interpretive plan. 5. Use travel trails to shape, fashion, direct, inform, and qualify travel to and within the region. Matrix of Opportunity 30. 6. Use experiential travel as an identity (brand) builder for the region. 7. Develop travel and tourism marketing strategy to move specific markets to these destinations, products, and services via trails (initial push). 8. Use trails as a marketing platform for goods and services from the region, particularly post-travel. Matrix of Opportunity 31. 9. Formulate strategy to enhance and develop broader array of destinations and events to offer the traveling public. 10.Formulate strategy to enhance and develop broader array of goods and services to offer the traveling public. Matrix of Opportunity 32. 11) Use new brand or identity in expanding products and services beyond local distribution to a broader market (exportables). 33. Wrap products and services in an experiential brand. 34. The Connection of Place and Product Door County Cherries Suffolk Peanuts Fredicksburg Peaches Hatch Chiles Vermont Maple Syrup Sonoma Wines Vidalia Onions Gees Bend Quilts 35. 12) Use expanded amenity base (quality of life) to reposition the community or state to attract compatible industries and jobs. 36. Model Projects Pennsylvania WILDS and CLIs Sandhills Journey SB Kansas Flint Hills Kansas Wetlands and Wildlife Kansas Byways 37. "Unless we respond and react, the capacity of rural America and its power and its reach will continue to decline," Agriculture Secretary Vilsack said. "Rural America, with a shrinking population, is becoming less and less relevant to the politics of this country, and we better recognize that, and we had better begin to reverse it." 38. Fermata Inc. Ted Lee Eubanks, Founder and President PO 5485 Austin, Texas 78763-5485 (512) 391-0095 www.fermatainc.com tedleeeubanks@fermatainc.com