Gulf South Conference 2013 - February 28, 2013
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Transcript of Gulf South Conference 2013 - February 28, 2013
Rural Community Economic Development through Service Learning: A Pedagogical
Framework and Case Study in Appalachia’s Distressed Rural Communities
Ali B. Djire, Peter H. Hackbert, Ability A. Kakama, David Kretzmann
Entrepreneurship for the Public Good ProgramBerea College, Berea KY
Gulf South Conference 2013 Louisville, KY
February 27- March 3, 2013
04/07/23 Peter H. Hackbert, Berea College 1
EPG searches for “real-world” solutions
• Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders
• 1,600 liberal arts students
• 150 years
What better way to encourage young Appalachians to start their own businesses than to reach out to them while they’re still trying to figure out what they should be doing with their lives?
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".
The pedagogical approach of service learning is growing in popularity across all areas of
undergraduate education including entrepreneurship
Source: Klink & Athaide, 2004; Tomkovick, Lester, Flunter & Well, 2008; Litzky, Godshalk & Walton-Bongers, 2012)
04/07/23 Peter H. Hackbert, Berea College 4
The EPG Program qualifies as service-learning because…
…”a course or competency-based, credit bearing educational experience in which students:
(a) participate in mutually identified service activities that benefit the community,
(b) reflect on the service activity in such a way as to gain further understanding of course content, a broader appreciation of the discipline, and an enhanced sense of personal values and civic responsibility.
Source: Clayton, Bringle & Hatcher, 2013: 6
13 States of Appalachia
Distressed: "Distressed" means poverty and unemployment rates
outpace the national average 1 and 1/2 times, and per capita
income falls two-thirds below the national average.
Appalachian Regional Commission Distressed Counties - 2009
Where we do our service for 6 years
Berea Kentucky
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.
04/07/23 Peter H. Hackbert, Berea College 9
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.
04/07/23 Peter H. Hackbert, Berea College 10
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.
04/07/23 Peter H. Hackbert, Berea College 11
“Uneven Ground”
UK Professor of History: Ronald Eller
www.google.com/images04/07/23 Peter H. Hackbert, Berea College 12
…growing popularity of ecotourism and heritage
tourism…contained 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.
04/07/23 Peter H. Hackbert, Berea College 13
5 Years Research
• Demographic Analysis• Economic Analysis•Entrepreneurship• Community Survey• Site visits (14x10x5) 700 night stays04/07/23 Peter H. Hackbert, Berea College 14
Year 1Youth
Entrepreneurship
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Southeast Kentucky High SchoolsCollege Education and Earnings
120 Kentucky Counties, 2000
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
0 5 10 15 20 25 30 35 40
% of Adults with College Degree, 2000
Ave
rage
Annual
Ear
nin
gs per
Job, 20
00
Fayette
Oldham
ScottHickman
EdmondsonLewis
McLean
United States
25.1 % college
$36,400 earnings
Youth Demonstrate “an idea, a concept, and an opportunity”
Posting the judges scores
Announce the Youth Awards
EPG first Business save Restore
Year 2Pedagogical Concepts
04/07/23 Peter H. Hackbert, Berea College 21
Gates Foundation
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Insert the word stakeholder or
“co-creator” for customer
Ideation, Prototyping
Year 3Identify Community
Partner Nascent Entrepreneurs
04/07/23 Peter H. Hackbert, Berea College 28
Cultural
Peer to Peer Workshops
Year 4Demonstration Skills
04/07/23 Peter H. Hackbert, Berea College 31
Understanding how to navigate Entrepreneurial Leadership g
Our Social Entrepreneurship awards continue
Model Map – A Painter’s Canvas
Source: Alexander Osterwalder, Business Model Generation
04/07/23 Peter H. Hackbert, Berea College 35
2012 Kentucky Young Entrepreneur Award
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."
They use Facebook
04/07/23 Peter H. Hackbert, Berea College 37
04/07/23 Peter H. Hackbert, Berea College 38
Google Search Website04/07/23 Peter H. Hackbert, Berea College 39
04/07/23 Peter H. Hackbert, Berea College 40
Year 5
04/07/23 Peter H. Hackbert, Berea College 41
Key Question
Can Social Media be a tool to develop an alternative economy in
Appalachian communities?
04/07/23 Peter H. Hackbert, Berea College 42
We observed and we listened to the Kentucky River Area
Development District business owners, attraction and destination
operators.
04/07/23 Peter H. Hackbert, Berea College 43
Kentucky Visitor Profile StudyDaniel Boone Country Region
September 2010 – August 2011 Visitors
Prepared for:The Commonwealth of Kentucky
Department of Travel and Tourism
Prepared by:
04/07/23 Peter H. Hackbert, Berea College 44
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.
04/07/23 Peter H. Hackbert, Berea College 45
The tourism and travel industry contributed
nearly $11.7 billion to Kentucky’s economy
in 2011.—an increase of 3.0 percent
In the Daniel Boone Region, where the KRADD is
located, there was a 1.6% increase
04/07/23 Peter H. Hackbert, Berea College 46
Key FactsKey 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%)04/07/23 Peter H. Hackbert, Berea College 47
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%04/07/23 Peter H. Hackbert, Berea College 48
04/07/23 Peter H. Hackbert, Berea College 49
115 million Americans live within a day’s driving distance
04/07/23 Peter H. Hackbert, Berea College 50
Imagine
How would you spend 36 hours in the KRADD region?
04/07/23 Peter H. Hackbert, Berea College 51
36 Hours in the KRADD Region
04/07/23 Peter H. Hackbert, Berea College 52
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
04/07/23 Peter H. Hackbert, Berea College 53
"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 04/07/23 Peter H. Hackbert, Berea College 54
34 Personas
04/07/23 Peter H. Hackbert, Berea College 55
FOR ADVENTURE AND LOVE OF THE ARTSAbility Kakama
Sophomore, Economics MajorTanzania
A weekend – 36 hours - in Berea
1. Traveler and Tourist Personas
Personal / Lifestyle
Google Images
Travel Goals
Google Images
Yelp for Restaurants
Dinner at Dinner Bell7:00 pm
Local image Jun 2012
Bike and Hike Indian Fort (Pinnacle)
8:00 am
Berea College website (map) and Google Images
It is why I bought a Smartphone!
Lunch at Papaleno’s Take Away
12 noon
Google Images
Night Life in Berea, Saturday?
Dessert and Night of MusicMain Street Cafe8.30 pm
Google Images/ Main Street Café Website
Checking next day’s destinations
Next: What Visitors Do
Google Images
Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012
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“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …
An Escape Through Eastern Kentucky’s Appalachian History
36 Hours in Eastern Kentucky’s Historic KRADD Region
David Kretzmann, Junior, Business Marketing Major
David KretzmannJunior, Berea College
Major: Business Marketing
2. Traveler and Tourist Personas
Joseph Atkins
Images.google.comImages.google.com04/07/23 Peter H. Hackbert, Berea College 70
45 Years Old
45 years oldWorks in Cincinnati
Restaurant ManagerMarried
No childrenHistory Buff
Social Media ExperienceWife is in Chicago
$1,100 budgetTravels by car
Visit a buddy at Alice Lloyd college
Images.google.com04/07/23 Peter H. Hackbert, Berea College 71
Departs Cincinnati6:00 AM - Tuesday
Images.google.com
Lee County Tourism Center8:45 AM
Facebook.com/DigitalAppalachia04/07/23 Peter H. Hackbert, Berea College 73
What got him to stop?
Tripadvisor.com
04/07/23 Peter H. Hackbert, Berea College 74
Breathitt County War Memorial11:15 AM
Facebook.com/DigitalAppalachia
Facebook.com/DigitalAppalachia
Old Country Inn12:15 PM
Facebook.com/DigitalAppalachia04/07/23 Peter H. Hackbert, Berea College 77
04/07/23 Peter H. Hackbert, Berea College 78
Breathitt County Public Library1:30 PM
Facebook.comFacebook.com/DigitalAppalachia
Breathitt County Museum Museum
3:00 PM
Facebook.com/DigitalAppalachia
Alice Lloyd College9:30 AM - Wednesday
Facebook.com/DigitalAppalachia04/07/23 Peter H. Hackbert, Berea College 81
Google.com
Kentucky School of Craft10:30 AM
Facebook.com/DigitalAppalachia
Deals/Discounts
04/07/23 Peter H. Hackbert, Berea College 84
Marie Stewart Museum & Crafts Shop11:15 AM
Facebook.com/DigitalAppalachia
Lunch Special
04/07/23 Peter H. Hackbert, Berea College 86
Appalachian Artisan Center Studio1:00 PM
Facebook.com/DigitalAppalachia04/07/23 Peter H. Hackbert, Berea College 87
Appalachian Artisan Center Studio
Yelp.com04/07/23 Peter H. Hackbert, Berea College 88
Hindman Settlement School
Facebook.com/DigitalAppalachia
2:00 PM
Yelp Review: Hindman Settlement School
04/07/23 Peter H. Hackbert, Berea College 90
Jabo’s State of Mine6:30 PM
Facebook.com: Jalissa HunterYelp.com
Yelp.com
Log Cathedral Buckhorn Lake Area Church
Facebook.com: Indigenous Innovators
9:00 AM - Thursday
Store decals
04/07/23 Peter H. Hackbert, Berea College 94
Joseph Atkins Next Steps
• Returning home from his trip• Uploaded multiple pictures on Facebook• Wrote reviews on Yelp, Google+ and
TripAdvisor• Told his friends about his trip and passed
along his comments• Planned an annual trip to Perry County, KY
04/07/23 Peter H. Hackbert, Berea College 95
Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012
04/07/23 Peter H. Hackbert, Berea College 96
“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …
3. Traveler and Tourist Personas
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ONE DESTINATION, A FAMILY & A RECONNECTION
Ali B. Djire, Sophomore, Business & AgricultureBurkina Faso
36 Hours inKentucky River Development District
3. Traveler and Tourist Personas
Persona
http://google.com/images/
Lifestyle
• Insurance Company• & Community development• Non-Profit
Junior in High School 7th Grade soccer player
Goals Vs Limitation
http://google.com/images/
FridaySinclaire Bed & Breakfast 1:00 PM
Photo from Maverick TrailBloggers
http://www.yelp.com/biz/spencers-dairy-bar-booneville
http://www.yelp.com/biz/sag-hollow-golf-club-booneville
Golfing4:30 PM
Photo from Maverick TrailBloggers
Hometown Cafe6:30 PM
http://google.com/images/
5K in Leslie County8:00 AM
http://google.com/images/
http://www.yelp.com/biz/wendover-bed-and-breakfast-inn-wendover
Wendover Bed & Breakfast10:00AM
Photo from Maverick TrailBloggers
Tour of Frontier Nursing University
11:00AM
Photo from Maverick TrailBloggers
Creekside Go-Kart Track2:00 PM
Photo from Maverick TrailBloggers
Nixon Center3:00 PM
http://google.com/images/
SundayHurricane Creek Memorial
9:00 AM
Photo from Maverick TrailBloggers
Miguel’s Review
http://www.tripadvisor.com/Restaurant_Review-g39858-d405893-Reviews-Miguel_s_Pizza_Rock_Climbing-Slade_Kentucky.html
PIZZA AT MIGUEL’S3:00 PM
http://google.com/images/
Impact Measurement
http://google.com/images/
Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012
04/07/23 Peter H. Hackbert, Berea College 119
“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …
So What?
04/07/23 Peter H. Hackbert, Berea College 120
EPG Small Rural Appalachian Community Economic Development Model
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
• 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
04/07/23 Peter H. Hackbert, Berea College 121
1,214 Social Media Reviews
250,000 free views
04/07/23 Peter H. Hackbert, Berea College 122
04/07/23 Peter H. Hackbert, Berea College 123
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
.
04/07/23 Peter H. Hackbert, Berea College 125
Perry County Chamber Actions1. Recommend KCTC execute social/mobile
certificate program2. Expand the Tourism Definition 3. Use KY State Park Assets4. Explore KY Trail Town models5. Stimulate social media for the local
economy via mobile6. Collaborate across KRADD county lines
04/07/23 Peter H. Hackbert, Berea College 126
What If?
04/07/23 Peter H. Hackbert, Berea College 127
Chamber of Commerce Timeline
Collaborative 2013 EPG
Project
KRADD Multi-county SOMOLO
“prototype”
Startup 54 hour Event
KCTC Certification with
Chamber business partner
Chamber-Student Projects enter CBCC & / or AINS Contest
Chamber-Student Ventures gain $ from
KHIC / SKED / MACED
1. Regional youth sporting event
2. Annual festival3. Reenactments4. Buy Local Campaign5. Three businesses
we can’t do without
04/07/23 Peter H. Hackbert, Berea College 128
Any Questions or Comments??
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Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012
04/07/23 Peter H. Hackbert, Berea College 130
“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …