Lee County Kentucky Chamber of Commerce 3.18.13

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Berea College, Entrepreneurship for the Public Good Program displays a pedagogical approach with a focus on entrepreneurial leadership for Liberal Arts undergraduates. This Lee County 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. Four traveler and tourist "personas" into Lee County in Eastern Kentucky are demonstrated.

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Lee County Kentucky Chamber of Commerce 3.18.13

  1. 1. Rebuilding Eastern Kentucky – Lee County Digitally: Showcasing Lee County Community Assets Lee County Chamber of Commerce Beattyville, KY March 18, 2103 Peter H. Hackbert, Director Entrepreneurship for the Public Good Program Berea College, Berea KY 3/19/2013 Peter H. Hackbert, Berea College 1
  2. 2. 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".
  3. 3. Small Rural Appalachian Community Economic Development (CED)Traditional ED Strategy / Tool Direct, Short-term • Industrial development Economic • Business retention / expansion Outcomes • Workforce development • jobs • Tourism • firms Economic Development • prosperity • wealth ApproachesAlternative ED Strategy / Tool • Entrepreneurship 1. Recruit firms from the outside • Downtown development 2. Strengthen/expand existing firms • Arts / Creative economy 3. Promote development of new firms • Cluster-based development Other • Residential development Outcomes • social • civic • environmentalCD Capacity Building Strategy /Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development 3/19/2013 Peter H. Hackbert, Berea College 3
  4. 4. 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 • Local Living Economies 2. Promote new firms Other • Residential development Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media 3/19/2013 Peter H. Hackbert, Berea College 4
  5. 5. Where we do our entrepreneurial leadership development for 6 yearsBerea Kentucky
  6. 6. “Uneven Ground” UK Professor of History: Ronald Eller www.google.com/images3/19/2013 Peter H. Hackbert, Berea College 6
  7. 7. …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: 256.3/19/2013 Peter H. Hackbert, Berea College 7
  8. 8. 5 Years Research• Demographic Analysis• Economic Analysis• Entrepreneurship• Community Survey• Site visits (14x10x5) 700 night stays3/19/2013 Peter H. Hackbert, Berea College 8
  9. 9. Peer to Peer Workshops
  10. 10. 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."
  11. 11. They useFacebook 3/19/2013 Peter H. Hackbert, Berea College 11
  12. 12. 3/19/2013 Peter H. Hackbert, Berea College 12
  13. 13. Google Search3/19/2013 Peter H. Hackbert, Berea College Website 13
  14. 14. 3/19/2013 Peter H. Hackbert, Berea College 14
  15. 15. Small Town Program Populations 1,602 357 175 1,764 747 1,0813/19/2013 Peter H. Hackbert, Berea College 15
  16. 16. 3/19/2013 Peter H. Hackbert, Berea College 16
  17. 17. Key Question Can Social Media be a tool to develop an alternative economy in Appalachian communities?3/19/2013 Peter H. Hackbert, Berea College 17
  18. 18. We observed and we listened to the Kentucky River Area Development District business owners, attraction and destination operators.3/19/2013 Peter H. Hackbert, Berea College 18
  19. 19. 3rd largest industry in Kentucky, Tourism is the 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.3/19/2013 Peter H. Hackbert, Berea College 19
  20. 20. 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%) 3/19/2013 Peter H. Hackbert, Berea College 20
  21. 21. The Daniel Boone Country VisitorAverage Income : $68,560Average Age: 50.8Average Travel Group Size: 369% short pleasure trip53% use internetRecommend their visit to others: 3/19/2013 96% Peter H. Hackbert, Berea College 21
  22. 22. 3/19/2013 Peter H. Hackbert, Berea College 22
  23. 23. 115 million Americans live within a day’s driving distance3/19/2013 Peter H. Hackbert, Berea College 23
  24. 24. Imagine How would you spend 36 hours in the KRADD region?3/19/2013 Peter H. Hackbert, Berea College 24
  25. 25. 36 Hours in the KRADD Region3/19/2013 Peter H. Hackbert, Berea College 25
  26. 26. 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, 20123/19/2013 Peter H. Hackbert, Berea College 26
  27. 27. "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. Hackbert3/19/2013 Peter H. Hackbert, Berea College 27
  28. 28. 34 Personas3/19/2013 Peter H. Hackbert, Berea College 28
  29. 29. 1. Traveler and Tourist Personas3/19/2013 Peter H. Hackbert, Berea College 29
  30. 30. Joseph Atkins3/19/2013 Peter H. Hackbert, Berea College 30 Images.google.com Images.google.com
  31. 31. 45 years old Works in Cincinnati Restaurant Manager Married No children History Buff 45 Years Old Social Media Experience Wife is in Chicago $1,100 budget Travels by car Visit a buddy at Alice Lloyd college3/19/2013 Peter H. Hackbert, Berea College 31 Images.google.com
  32. 32. 6:00 AM - Tuesday Departs Cincinnati Images.google.com
  33. 33. 8:45 AM Lee County Tourism Center 3/19/2013 Peter H. Hackbert, Berea College 33Facebook.com/DigitalAppalachia
  34. 34. What got him to stop?3/19/2013 Peter H. Hackbert, Berea College 34 Tripadvisor.co m
  35. 35. Mobile Device3/19/2013 Peter H. Hackbert, Berea College 35
  36. 36. 2. Traveler and Tourist Personas3/19/2013 Peter H. Hackbert, Berea College 36
  37. 37. 2 July 2012 Cross-generation adventures for a Baby-Boomer’s family 36 Hours in Wolfe and Lee Counties.Polina Larina from Tashkent, UzbekistanSophomore Communication and German Major
  38. 38. James MooreLisa and Tommy Miller Source: google.com/images
  39. 39. Itinerary3 PM Source: google.com/maps
  40. 40. Happy Top Park3 PM
  41. 41. Dooleys Purple Cow Restaurant5:30 PM Source: Local Photos
  42. 42. Source: Yelp.com
  43. 43. Green Pastures Getaway6:30 PM Source: Local Photos
  44. 44. Source: Google+ Local
  45. 45. 3. Traveler and Tourist Personas3/19/2013 Peter H. Hackbert, Berea College 46
  46. 46. The Mounce Family
  47. 47. Great Family Destination Source: Google Images
  48. 48. Travel Goals EscapeEntertainment Bonding
  49. 49. Friday 9:30 PM Check in Green Pastures GetawayLocal Photos Taken June 2012
  50. 50. Store decals3/19/2013 Peter H. Hackbert, Berea College 51
  51. 51. Saturday 8:00 AM Breakfast in CabinSource: Google Images
  52. 52. Saturday 9:30AM Red River Gorge Zipline Tours Photos Courtesy of Red River Gorge Zipline Tours June 2012
  53. 53. Off Road Hummer TourLocal Photos Taken June 2012
  54. 54. Saturday 6:30 PM Lee County Veterans WallLocal Photos Taken June 2012
  55. 55. St Thomas Episcopal ChurchLocal Photo Taken June 2012
  56. 56. 4. Traveler and Tourist Personas Youth Group3/19/2013 Peter H. Hackbert, Berea College 59
  57. 57. Renfro Valley: KY Music Hall of Fame and Museum12:30 PM
  58. 58. 3PM
  59. 59. Promote Special3/19/2013 Peter H. Hackbert, Berea College 62
  60. 60. Monday 8:00 PM Pine Crest Camp LodgeSource: Personal Photos Taken June 2012
  61. 61. 7:00 a.m.Shopping at Pudgy’s for Breakfast
  62. 62. Tuesday 7:00 PM Lee County Recreational CenterSource: Personal Photos Taken June 2012
  63. 63. 9 am Youth Haven
  64. 64. So What?3/19/2013 Peter H. Hackbert, Berea College 67
  65. 65. 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 • Local Living Economies 2. Promote new firms Other • Residential development Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media 3/19/2013 Peter H. Hackbert, Berea College 68
  66. 66. 1,214 Social Media Reviews 250,000 free views3/19/2013 Peter H. Hackbert, Berea College 69
  67. 67. 3/19/2013 Peter H. Hackbert, Berea College 70
  68. 68. Now What?3/19/2013 Peter H. Hackbert, Berea College 71
  69. 69. …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, economy3/19/2013 Peter H. Hackbert, Berea College 72 .
  70. 70. Lee 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 lines3/19/2013 Peter H. Hackbert, Berea College 73
  71. 71. What If?3/19/2013 Peter H. Hackbert, Berea College 74
  72. 72. Any Questions or Comments??3/19/2013 Peter H. Hackbert, Berea College 75

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