Download - 2013 Extension Tourism Conference

space for place

Ted Lee Eubanks

Founder & President

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

What begins as undifferentiated space becomes place as we get to know it better and endow it with value…Yi-Fu Tuan

The human being, by his mere presence, imposes a schema on space…Yi-Fu Tuan

Place involves meanings and values that facilitate intimate connections with particular geographical areas.

…the visitor’s chief interest is in whatever touches his personality, his experiences, and his ideals…Freeman

Tilden

Experiences are as distinct from services as services are from goods…Joseph Pine &

James Gilmore

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

“Do What You Can With What You Have Where You Are.”

Theodore Roosevelt

Inherited Experiences


• Nature• History• Culture– Food–Music– Art


• Nature• History• Culture

– Food– Music– Art

“…to reveal the beautiful truths that lie behind the appearances…”

The Interpretive Sense

Freeman Tilden

How Do You Choose?

Passion

Power

Proficiency

Profit

Experiential travel– Shared elements

• Placed• Real

– Depends on inherited resources

• Benefits locality• Enlightening (transformational)• Experience, rather than price, driven• Sustainable

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

4. Develop thematic structure and interpretive plan.

5. Use travel trails to shape, fashion, direct, inform, and qualify travel to and within the region.


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.


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.


11) Use new brand or identity in expanding products and services beyond local distribution to a broader market (exportables).

Wrap products and services in an experiential brand.

The Connection of Place and Product

• Door County Cherries• Suffolk Peanuts• Fredicksburg Peaches• Hatch Chiles• Vermont Maple Syrup• Sonoma Wines• Vidalia Onions• Gee’s Bend Quilts

12) Use expanded amenity base (quality of life) to reposition the community or state to attract compatible industries and jobs.

Model Projects

• Pennsylvania WILDS and CLIs

• Sandhills Journey SB• Kansas Flint Hills• Kansas Wetlands and

Wildlife• Kansas Byways

"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."

Fermata Inc.Ted Lee Eubanks, Founder and President

PO 5485

Austin, Texas 78763-5485

(512) 391-0095

www.fermatainc.com

[email protected]

http://www.fermatainc.com/