The document discusses opportunities for experience-driven adventure travel in Nevada. It notes that experience-driven travelers spent $263 billion annually in 2013 on trips focused on activities like exploring new cultures, enhancing relationships, and pursuing hobbies. These travelers are attracted to what Nevada offers, including opportunities for exploration. The document outlines plans to develop a statewide gravel cycling network in Nevada called "GravelNevada" that would invite adventure cyclists to explore the state's vast network of gravel roads along defined cycling routes connected to activities like fishing, camping, and visiting ghost towns.

1. Keeping
It
Real
Experience-­‐Driven
Travel
Opportuni4es
for
Nevada
May
21,
2015

2. SUPER
IMPRESSIVE
NUMBERS
✓ $263b
(B!)
annually
in
2013,
up
from
$89b
in
2009
✓ 36
years
old
–
Mature
Millennial
✓ 4-­‐year
degree
✓ $46,800
avg.
income
✓ $947
per
trip,
excluding
airfare
and
gear
–
10
days
BIG
PICTURE:
Experience-­‐Driven
Adventure
Travelers

3. EXPERIENCE-­‐DRIVEN
TRAVELERS
LOVE
WHAT
NEVADA
OFFERS
✓ Millennials
significantly
more
likely
to
explore
✓ New
cultures
✓ Enhancing
relaYonships
✓ New
cuisines
✓ Pursuing
hobby
or
sport
EXPERIENCE-­‐DRIVEN
ADVENTURE
TRAVELERS:
Who
Are
They?

4. THE
ERA
OF
THE
‘EXPERIENCE
ECONOMY’
Agrarian
Economy
↓
Goods-­‐based
Economy
=
tangible
↓
Service
Economy
=
intangible
↓
Experience
Economy
=
memorable
THE
EXPERIENCE
ECONOMY

5. AUTHENTIC:
ü Of
undisputed
origin
or
authorship;
genuine
ü Accurate
in
representaYon
of
the
facts;
trustworthy;
reliable
KEEPING
IT
REAL

6. FIVE
GENRES
OF
AUTHENTICITY
ü Natural
ü Original
ü ExcepYonal
ü ReferenYal
ü InfluenYal
FIVE
GENRES
OF
AUTHENTICITY*
*
From
“Authen0city”
by
Jim
Gilmore
and
Joe
Pine

7. ICEHOTEL
–
Jukkasjärvi,
200km
North
of
the
ArYc
Circle

8. REAL
PEOPLE
–
Grand
Canyon
and
FlightLinez
Bootleg
Canyon

9. NATIONAL
COWBOY
POETRY
GATHERING
It’s
a
gathering,
not
a
fesYval
It’s
about
contemporary
western
ranching
life,
not
the
Old
West
As
with
life,
it’s
dynamic
and
changes

10. CULTURE
FIRST,
STRATEGY
SECOND
• Every
person
on
your
team
defines
who
your
company
is
• Culture
is
a
core
asset,
just
as
important
as
customers
• “Culture
eats
strategy
for
breakfast”
–
Peter
Drucker
CULTURE
CAN’T
BE
FAKED

11. THINK
LEMONADE
—
Loneliest
Road
in
America

12. TOP
TRAVEL
COMMUNITIES:
*
2013
MMGY
Global/Harrison
Group
Portrait
of
American
Travelers
• TripAdvisor
(67%)
• Facebook
(32%)
• YouTube
(19%)
• Frommer’s
(14%)
• Google+
(13%)
• Fodor’s
(13%)
• Lonely
Planet
(12%)
• Twiuer
(9%)
• Pinterest
(9%)
• Instagram
(6%)
WHAT
ARE
THEY
LOOKING
AT?
—
Top
Info
Sources

13. CULTIVATING
YOUR
TRIBE

15. MARKETING
IS
INHERENTLY
INAUTHENTIC
ü Corporate
BS
will
send
your
customers
running
ü Be
clear
and
concise
ü Be
transparent
ü Align
your
markeYng
messages
to
your
brand
ü
Alignment
starts
with
understanding.
ü
Understanding
starts
with
communicaYon
.
ü
Figure
out
your
core
brand
values,
then
hammer
it
home.
FIND
YOUR
VOICE

16. EXAMPLES?
• Rewarding
people
only
for
good
reviews
• Taking
down
bad
reviews
or
negaYve
posts
on
social
media
• Implying
“resort-­‐like”
when
it
isn’t
or
“luxury”
when
it
isn’t
• Green-­‐washing
HOW
NOT
TO
DO
IT
—
Be
Human,
Be
Honest

17. ü Don’t
say,
just
be!
ü Forget
monitoring,
try
listening
ü Share
a
real
backstory
–
and
it
doesn’t
have
to
be
preuy
ü Find
your
accidental
spokespeople
ü Demonstrate
your
humanity
ü Engage
instead
of
counYng
impressions
DOs
&
DON’Ts

18. DO…
ü IdenYfy
your
audience
ü Speak
with,
not
at
them
ü Match
your
messages
and
voice
across
all
communicaYons
ü Learn
the
vernacular
and
use
it
ü Make
yourself
an
expert
on
the
subject/acYvity,
not
just
on
your
product
or
desYnaYon
ü Hire
a
pro!
DOs
&
DON’Ts

19. DON’T…
ü Sell
out
to
stakeholders’
wishes
or
naysayers’
criYcism
ü Hire
actors
when
you
have
the
real
thing
ü Try
to
be
all
things
to
all
people
ü Forget
your
audience
DOs
&
DON’Ts

20. GRAVEL + NEVADA :: GRAVELNEVADA
ü Develop statewide network around
Nevada’s vast network of gravel roads.
ü Build tourism initiative that invites and
inspires adventure cyclists to explore the
Silver State by bicycle.
NEVADA GROWN - GravelNevada
ü Non-event: Distinct from
other “gravel” products,
particularly midwest group
gravel rides

21. GRAVELNEVADA
PRODUCT
DEVELOPMENT
OVERVIEW
Tiered
program,
based
upon
cyclists
demographics
and
psychographics:
Tiered
Distances:
o Easy
(+/-­‐5
miles,
1-­‐2
hrs.)
o Medium
(+/-­‐50
miles,
4-­‐6
hrs.)
o Extreme
(+/-­‐150
miles,
mulY-­‐day)
Defined
Adventures:
o Pleasure
Rides
o Fishing
Rides
o Adventure
Rides
o HunYng
Rides
o Birding
Rides
o Ghost
Town
Rides
o Hot
Springs
Rides
o Camping
Rides
GRAVELNEVADA:
The
Goods

22. GRAVELNEVADA:
The
Goods
–
Lamoille
Canyon
Run

23. GRAVELNEVADA:
The
Goods
—
AusYn
Area
Run

24. GRAVELNEVADA:
The
Goods
—
Ash
Springs
Run

25. GRAVELNEVADA
PRODUCT
Development
Punch
List
✓ Determine
stakeholders
o NDOT
o TravelNevada
o NDOW
o State
Parks
o Dept.
Health
&
Human
Services
o BLM
o IMBA?
o Cycling
evangelists
(statewide)
✓ Gather/analyze
primary
and
secondary
research
to
determine
validity
of
concept
✓ Finalize
routes
based
upon
Adventure
types
GRAVELNEVADA:
FoundaYon
Building
and
What’s
Next

26. GRAVELNEVADA
–
PUNCH
LIST
Determine/Develop
✓ MarkeYng
campaign
✓ Budgets
✓ Map
and
mobile
applicaYon
✓ Public
relaYons
media
outlets
✓ Publicity/tour
operator
fam
tours
✓ Website
✓ Photography
and
video
library
✓ IdenYfy
and
network
with
appropriate
cycling
related
events
and
acYviYes
to
promote
GravelNevada
FOUNDATION
BUILDING
GravelNevada:
Next

27. INTERMISSION

28. BETHANY
DRYSDALE
–
DIR.
OF
PUBLIC
RELATIONS
BDRYSDAY@TRAVELNEVADA.COM
(775)
687-­‐0647
GREG
FINE
–
DIR.
OF
MARKETING
GFINE@TRAVELNEVADA.COM
(775)
687-­‐0644
LET’S
TALK!