Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gulf South Conference 2013 - February 28, 2013

407 views

Published on

Berea College, Entrepreneurship for the Public Good Program displays a five year pedagogical approach with a focus on service learning for Liberal Arts undergraduates. This 8 week summer institute combines two courses or competency-based, credit bearing educational experience in which students: (a) participate in mutually identified service activities that benefit the Appalachian community, and (b) reflect on the service activity in such a way as to gain further understanding of Appalachian Studies, a broader appreciation of the entrepreneurial leadership discipline, and an enhanced sense of personal values and civic responsibility. This case study integrates the growing popularity of adventure tourism, ecotourism and heritage tourism and contains 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. Three traveler and tourist "personas" into Eastern Kentucky are demonstrated.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Gulf South Conference 2013 - February 28, 2013

  1. 1. Rural Community Economic Development through Service Learning: A Pedagogical Framework and Case Study in Appalachia’s Distressed Rural CommunitiesAli B. Djire, Peter H. Hackbert, Ability A. Kakama, David Kretzmann Entrepreneurship for the Public Good Program Berea College, Berea KY Gulf South Conference 2013 Louisville, KY February 27- March 3, 2013 03/19/13 Peter H. Hackbert, Berea College 1
  2. 2. 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 yearsWhat 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?
  3. 3. The EPG Program defines “Entrepreneurial Leadership” as:"A process when one person or a group ofpeople in a community originate an idea orinnovation for a needed change and influenceothers in that community to commit torealizing that change, despite the presence ofrisk, ambiguity, or uncertainty".
  4. 4. The pedagogical approach of service learning is growing in popularity across all areas ofundergraduate education including entrepreneurshipSource: Klink & Athaide, 2004; Tomkovick, Lester, Flunter & Well, 2008; Litzky,Godshalk & Walton-Bongers, 2012)03/19/13 Peter H. Hackbert, Berea College 4
  5. 5. The EPG Program qualifies as service-learning because……”a course or competency-based, credit bearingeducational experience in which students:(a) participate in mutually identified service activities thatbenefit the community,(b) reflect on the service activity in such a way as to gainfurther understanding of course content, a broaderappreciation of the discipline, and an enhanced sense ofpersonal values and civic responsibility. Source: Clayton, Bringle & Hatcher, 2013: 6
  6. 6. 13 States of Appalachia
  7. 7. poverty and unemployment rates outpace the national average 1Appalachian Regional Commission Distressed Counties - 2009 and 1/2 times, and per capita income falls two-thirds below the national average.
  8. 8. Where we do our service for 6 yearsBerea Kentucky
  9. 9. Source: Ezzell,T., Lambert, D., and E.Peter H. Hackbert, Berea College 03/19/13 Ogle. Strategies to Economic Improvement in Appalachia’s 9Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  10. 10. Source: Ezzell,T., Lambert, D., and E.Peter H. Hackbert, Berea College 03/19/13 Ogle. Strategies to Economic Improvement in Appalachia’s 10Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  11. 11. Source: Ezzell,T., Lambert, D., and E.Peter H. Hackbert, Berea College 03/19/13 Ogle. Strategies to Economic Improvement in Appalachia’s 11Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  12. 12. “Uneven Ground” UK Professor of History: Ronald Eller www.google.com/images03/19/13 Peter H. Hackbert, Berea College 12
  13. 13. …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: 256.03/19/13 Peter H. Hackbert, Berea College 13
  14. 14. 5 Years Research• Demographic Analysis• Economic Analysis•Entrepreneurship• Community Survey• Site visits (14x10x5) 700 night stays03/19/13 Peter H. Hackbert, Berea College 14
  15. 15. Year 1 Youth Entrepreneurship03/19/13 Peter H. Hackbert, Berea College 15
  16. 16. Southeast Kentucky High Schools College Education and Earnings 120 Kentucky Counties, 2000 United States $50,000 25.1 % college $45,000 Hickman Scott $36,400 earningsAverage Annual Earnings per Job, 2000 $40,000 $35,000 Fayette $30,000 $25,000 Oldham $20,000 $15,000 Edmondson Lewis $10,000 McLean $5,000 $0 0 5 10 15 20 25 30 35 40 % of Adults with College Degree, 2000
  17. 17. Youth Demonstrate “an idea, a concept, and an opportunity”
  18. 18. Posting the judges scores
  19. 19. Announce the Youth Awards
  20. 20. EPG first Business save Restore
  21. 21. Year 2 Pedagogical Concepts03/19/13 Peter H. Hackbert, Berea College 21
  22. 22. Gates Foundation
  23. 23. Insert the word stakeholder or “co-creator” for customer03/19/13 Peter H. Hackbert, Berea College 23
  24. 24. Ideation, Prototyping
  25. 25. Year 3 Identify Community Partner Nascent Entrepreneurs03/19/13 Peter H. Hackbert, Berea College 28
  26. 26. Cultural
  27. 27. Peer to Peer Workshops
  28. 28. Year 4 Demonstration Skills03/19/13 Peter H. Hackbert, Berea College 31
  29. 29. Understanding how to navigate Entrepreneurial Leadership g
  30. 30. Our Social Entrepreneurship awards continue
  31. 31. Model Map – A Painter’s CanvasSource: Alexander Osterwalder, Business Model Generation
  32. 32. 2012 Kentucky Young Entrepreneur Award 03/19/13 Peter H. Hackbert, Berea College 35
  33. 33. What has changed in just the last five years? "Facebook didnt exist;Twitter was a sound; thecloud was in the sky; 4G was a parking place; LinkedIn was a prison; applications were whatyou sent to college; and Skype for most people was typo."
  34. 34. They useFacebook 03/19/13 Peter H. Hackbert, Berea College 37
  35. 35. 03/19/13 Peter H. Hackbert, Berea College 38
  36. 36. Google Search03/19/13 Peter H. Hackbert, Berea College Website 39
  37. 37. 03/19/13 Peter H. Hackbert, Berea College 40
  38. 38. Year 503/19/13 Peter H. Hackbert, Berea College 41
  39. 39. Key Question Can Social Media be a tool to develop an alternative economy in Appalachian communities?03/19/13 Peter H. Hackbert, Berea College 42
  40. 40. We observed and we listened to the Kentucky River Area Development District business owners, attraction and destination operators.03/19/13 Peter H. Hackbert, Berea College 43
  41. 41. Kentucky Visitor Profile Study Daniel Boone Country Region September 2010 – August 2011 Visitors Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism Prepared by:03/19/13 Peter H. Hackbert, Berea College 44
  42. 42. 3rd largest industry in Kentucky, Tourism is theproviding $3.3 billion in salaries annually This is despite only 34% of first-time Kentuckyvisitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit.03/19/13 Peter H. Hackbert, Berea College 45
  43. 43. The tourism and travel industry contributed nearly $11.7 billion to Kentucky’s economy in 2011.—an increase of 3.0 percentIn the Daniel Boone Region, where the KRADD is located, there was a 1.6% increase03/19/13 Peter H. Hackbert, Berea College 46
  44. 44. Key FactsVisitors 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%) 03/19/13 Peter H. Hackbert, Berea College 47
  45. 45. The Daniel Boone Country VisitorAverage Income : $68,560Average Age: 50.8Average Travel Group Size: 369% short pleasure trip53% use internet 03/19/13 Peter 96%Recommend their visit to others: H. Hackbert, Berea College 48
  46. 46. 03/19/13 Peter H. Hackbert, Berea College 49
  47. 47. 115 million Americans live within a day’s driving distance03/19/13 Peter H. Hackbert, Berea College 50
  48. 48. Imagine How would you spend 36 hours in the KRADD region?03/19/13 Peter H. Hackbert, Berea College 51
  49. 49. 36 Hours in the KRADD Region03/19/13 Peter H. Hackbert, Berea College 52
  50. 50. Online consumer recommendations are the second most trusted source of brand advertising, second only to“recommendations from people I know” ina global 2012 study of 28,000 consumers in 56 countriesSource: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 201203/19/13 Peter H. Hackbert, Berea College 53
  51. 51. "The traveler/tourist persona profile gives you a chance to truly empathize with targetmarket segments, stepping out of the role as someone who wants to promote a product and see, through your travelers eyes…” Peter H. Hackbert03/19/13 Peter H. Hackbert, Berea College 54
  52. 52. 34 Personas03/19/13 Peter H. Hackbert, Berea College 55
  53. 53. 1. Traveler and Tourist Personas A weekend – 36 hours - in Berea FOR ADVENTURE AND LOVE OF THE ARTS Ability Kakama Sophomore, Economics Major Tanzania
  54. 54. Personal / Lifestyle Google Images
  55. 55. Travel GoalsGoogle Images
  56. 56. Yelp for Restaurants
  57. 57. 7:00 pm Dinner at Dinner Bell Local image Jun 2012
  58. 58. 8:00 am Bike and Hike Indian Fort (Pinnacle) Berea College website (map) and Google Images
  59. 59. It is why I bought a Smartphone!
  60. 60. 12 noon Lunch at Papaleno’s Take Away Google Images
  61. 61. Night Life in Berea, Saturday?
  62. 62. Dessert and Night of Music8.30 pm Main Street Cafe Google Images/ Main Street Café Website
  63. 63. Checking next day’s destinations
  64. 64. Next: What Visitors Do Google Images
  65. 65. Reflection Session Framework “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for CriticalReflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &Center for Transformative Learning, Berea College, February 3, 201203/19/13 Peter H. Hackbert, Berea College 68
  66. 66. 2. Traveler and Tourist Personas An Escape Through EasternKentucky’s Appalachian History 36 Hours in Eastern Kentucky’s Historic KRADD Region David Kretzmann, Junior, BusinessDavid Kretzmann Junior, Berea College Marketing Major Major: Business Marketing
  67. 67. Joseph Atkins03/19/13 Peter H. Hackbert, Berea College 70 Images.google.com Images.google.com
  68. 68. 45 years old Works in Cincinnati Restaurant Manager Married No children 45 Years Old History Buff Social Media Experience Wife is in Chicago $1,100 budget Travels by car03/19/13 Visit a buddy at Alice Lloyd college Peter H. Hackbert, Berea College 71 Images.google.com
  69. 69. 6:00 AM - Tuesday Departs Cincinnati Images.google.com
  70. 70. 8:45 AM Lee County Tourism Center 03/19/13 Peter H. Hackbert, Berea College 73Facebook.com/DigitalAppalachia
  71. 71. What got him to stop?03/19/13 Peter H. Hackbert, Berea College 74 Tripadvisor.co
  72. 72. 11:15 AM Breathitt County War Memorial Facebook.com/DigitalAppalachia
  73. 73. Facebook.com/DigitalAppalachia
  74. 74. 12:15 PM Old Country Inn 03/19/13 Peter H. Hackbert, Berea College 77 Facebook.com/DigitalAppalachia
  75. 75. 03/19/13 Peter H. Hackbert, Berea College 78
  76. 76. 1:30 PM Breathitt County Public Library Facebook.com Facebook.com/DigitalAppalachia
  77. 77. 3:00 PM Breathitt County Museum Museum Facebook.com/DigitalAppalachia
  78. 78. 9:30 AM - Wednesday Alice Lloyd College 03/19/13 Peter H. Hackbert, Berea College 81 Facebook.com/DigitalAppalachia
  79. 79. Google.com
  80. 80. 10:30 AM Kentucky School of Craft Facebook.com/DigitalAppalachia
  81. 81. Deals/Discounts03/19/13 Peter H. Hackbert, Berea College 84
  82. 82. 11:15 AM Marie Stewart Museum & Crafts Shop Facebook.com/DigitalAppalachia
  83. 83. Lunch Special03/19/13 Peter H. Hackbert, Berea College 86
  84. 84. 1:00 PM Appalachian Artisan Center Studio 03/19/13 Peter H. Hackbert, Berea College 87 Facebook.com/DigitalAppalachia
  85. 85. Appalachian Artisan Center Studio03/19/13 Peter H. Hackbert, Berea College 88 Yelp.com
  86. 86. 2:00 PM Hindman Settlement School Facebook.com/DigitalAppalachia
  87. 87. Yelp Review: Hindman Settlement School 03/19/13 Peter H. Hackbert, Berea College 90
  88. 88. 6:30 PM Jabo’s State of Mine Yelp.com Facebook.com: Jalissa Hunter
  89. 89. Yelp.com
  90. 90. 9:00 AM - Thursday Log Cathedral Buckhorn Lake Area Church Facebook.com: Indigenous Innovators
  91. 91. Store decals03/19/13 Peter H. Hackbert, Berea College 94
  92. 92. 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, KY03/19/13 Peter H. Hackbert, Berea College 95
  93. 93. Reflection Session Framework “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for CriticalReflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &Center for Transformative Learning, Berea College, February 3, 201203/19/13 Peter H. Hackbert, Berea College 96
  94. 94. 3. Traveler and Tourist Personas03/19/13 Peter H. Hackbert, Berea College 97
  95. 95. 3. Traveler and Tourist Personas ONE DESTINATION, A FAMILY & A RECONNECTION 36 Hours in Kentucky River Development District Ali B. Djire, Sophomore, Business & Agriculture Burkina Faso
  96. 96. Personahttp://google.com/images/
  97. 97. Lifestyle• Insurance Company• & Community development• Non-Profit Junior in High School 7th Grade soccer player
  98. 98. Goals Vs Limitation http://google.com/images/
  99. 99. FridaySinclaire Bed & Breakfast 1:00 PM Photo from Maverick TrailBloggers
  100. 100. http://www.yelp.com/biz/spencers-dairy-bar-booneville
  101. 101. http://www.yelp.com/biz/sag-hollow-golf-club-booneville
  102. 102. Golfing 4:30 PMPhoto from Maverick TrailBloggers
  103. 103. Hometown Cafe 6:30 PM http://google.com/images/
  104. 104. 5K in Leslie County 8:00 AM http://google.com/images/
  105. 105. http://www.yelp.com/biz/wendover-bed-and-breakfast-inn-wendover
  106. 106. Wendover Bed & Breakfast 10:00AM Photo from Maverick TrailBloggers
  107. 107. Tour of Frontier Nursing 11:00AM UniversityPhoto from Maverick TrailBloggers
  108. 108. Creekside Go-Kart Track2:00 PM Photo from Maverick TrailBloggers
  109. 109. Nixon Center 3:00 PM http://google.com/images/
  110. 110. Sunday 9:00 AMHurricane Creek Memorial Photo from Maverick TrailBloggers
  111. 111. Kayak in Wolfe County 11:00 AM http://www.redriveradventure.net/
  112. 112. Miguel’s Reviewhttp://www.tripadvisor.com/Restaurant_Review-g39858-d405893-Reviews-Miguel_s_Pizza_Rock_Climbing-Slade_Kentucky.html
  113. 113. PIZZA AT MIGUEL’S 3:00 PM http://google.com/images/
  114. 114. Impact Measurement http://google.com/images/
  115. 115. Next Step http://www.tripadvisor.com/
  116. 116. Reflection Session Framework “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for CriticalReflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &Center for Transformative Learning, Berea College, February 3, 201203/19/13 Peter H. Hackbert, Berea College 119
  117. 117. So What?03/19/13 Peter H. Hackbert, Berea College 120
  118. 118. EPG Small Rural Appalachian Community Economic Development ModelTraditional ED Strategy / Tool Direct, Short-term Economic • Tourism Outcomes • jobs Economic Development • firms Approaches eAlternative ED Strategy / Tool 1. Strengthen/expand • Entrepreneurship economy existing firms • Cluster-based development 2. Promote new firms • Local Living Economies Other • Residential development Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media 03/19/13 Peter H. Hackbert, Berea College 121
  119. 119. 1,214 Social Media Reviews 250,000 free views03/19/13 Peter H. Hackbert, Berea College 122
  120. 120. 03/19/13 Peter H. Hackbert, Berea College 123
  121. 121. Now What?03/19/13 Peter H. Hackbert, Berea College 124
  122. 122. …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, economy03/19/13 Peter H. Hackbert, Berea College 125
  123. 123. Perry County Chamber Actions1. Recommend KCTC execute social/mobile certificate program2. Expand the Tourism Definition3. Use KY State Park Assets4. Explore KY Trail Town models5. Stimulate social media for the local economy via mobile6. Collaborate across KRADD county lines03/19/13 Peter H. Hackbert, Berea College 126
  124. 124. What If?03/19/13 Peter H. Hackbert, Berea College 127
  125. 125. Chamber of Commerce Timeline 1. Regional youth KRADD Multi- sporting event county SOMOLO 2. Annual festival “prototype” 3. Reenactments Startup 54 hour 4. Buy Local Campaign Event 5. Three businesses we can’t do withoutCollaborative KCTC Chamber-Student Chamber-Student 2013 EPG Certification with Projects enter Ventures gain $ from Project Chamber CBCC & / or KHIC / SKED / business partner AINS Contest MACED 03/19/13 Peter H. Hackbert, Berea College 128
  126. 126. Any Questions or Comments??03/19/13 Peter H. Hackbert, Berea College 129
  127. 127. Reflection Session Framework “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for CriticalReflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &Center for Transformative Learning, Berea College, February 3, 201203/19/13 Peter H. Hackbert, Berea College 130

×