Playing to Winin a Changing America
CHANGES in the size, composition, and choices of the population will  DETERMINE OUR FUTURE…
PLAYING TO WIN• Baby Boomers             • Who are they?• Families with Children   • Where are they?• College-going       ...
Demographic Trends
Census 2010    The New Face of America
KEY FINDINGS FROM 2010 CENSUS             • U.S Population               Growing, Albeit More Slowly             • Boomers...
KEY FINDINGS FROM 2010 CENSUS              • Proportion of Youth                Smaller                 – 74 Million Under...
About 70% from these 3 states           More    Older   Diverse   Latino   Other      ID   21      12      16        11   ...
ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCEVALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTD...
http://www.patchworknation.org/                                                                                        Mor...
http://www.patchworknation.org/                                  Boom Towns | Service Worker Centers | Monied ‘Burbs
www.nclr.org/webstats2011/StatPlanet.html                                     % U.S. POPULATION HISPANIC
www.nclr.org/webstats2011/StatPlanet.html                                     CHANGE IN HISPANIC POPULATION
Lifestyle Trends
Folks Seeking the SunAlmost 88 percent of the population growth between 2000 and 2030 will be distributed in the South and...
ALMOST ALL                        URBAN                         (85% in the                        western states)Yanc/Dre...
LIVES TRANSFORMED BY TECH   Portable | Powerful | Personal
NEW TOOLS = NEW CONTROL
GROWING ALLIANCEENVIRONMENTAL & SOCIAL JUSTICE
QUICK RE-CAP
10% INCREASE IN 10 YEARS400 Million Between 2037 - 2043
40% BOOMERS OR SENIORS                                                              Are You                               ...
NEARLY HALF UNDER 18DIVERSE BACKGROUNDS              Are You              Ready?                        Photo: NPSNPT Photo
HISPANICS ~ HALF OFPOPULATION GROWTH              Are You              Ready?                        Photo: NPSNPT Photo
WHAT DOES THIS                 SUGGEST TO YOU?Steve Griswold                     TO ME?
RECAPTURE BABY BOOMERS                       Are You                       Ready?                            Photo: USFWS ...
MONEY TO MEANING
BABY BOOMERS   • Who Are?              • Where Are They…                 – 78 Million            – Psychologically        ...
BABY BOOMERS   • Amenities                • Accommodations                  – Feel Special            – Pet Friendly      ...
RECAPTURE BOOMERS
WHAT DO YOU THINK?      • How does this align with what        you’ve experienced with this        group?      • How could...
FOCUS ONFAMILIESWITH CHILDREN
FAMILIES WITH KIDS   • Who Are?                 • Where Are They…                       – More diverse in          – Psych...
FAMILIES WITH KIDS   • Amenities             • Accommodations                       – Family Friendly       – Value Import...
DIVERSE RACIAL & ETHNIC                          • Amenities                      • Accommodations                        ...
Latent Outdoor Recreation         Demand among California Latinos   •   Walking for fitness or fun   •   Camping in develo...
WHAT DO YOU THINK?      • How does this align with what        you’ve experienced with this        group?      • How could...
CAPTURE COLLEGE MILLENNIALS Focused Terrific  Generation Soon-to-be   High    Education   High    Income
The Mindset List for the Class of 2015….Always• Ferris Bueller and Sloane Peterson could be their parents.• No state has e...
• Who Are?             • Where Are They…                – Larger than          – PsychologicallyMILLENNIALS               ...
• Amenities                • Connect with                 – Wired & Plugged         Nature, OutdoorMILLENNIALS            ...
• Accommodations          • Re/Development,                 – Affordable             Repurposing, RefiningMILLENNIALS     ...
WHAT DO YOU THINK?      • How does this align with what        you’ve experienced with this        group?      • How could...
COME OUTSIDE AND PLAY
COME OUTSIDE AND PLAY
COME OUTSIDE AND PLAY           • Coordinate Actions              – Agency              – Guides           • Secure Resour...
IDEAS TO CONSIDER     • “New to State” Invite       Your Friends and Relatives       Campaign     • Target Boom Town      ...
IDEAS TO CONSIDER     • Markets to Develop       – Senior       – Millennials       – Latinos/Hispanics     • Opening the ...
Playing to   A Personal  Win…          Story
Playing to Win…   A Personal Story   The Best Gift We’ve       Been Given
Playing to Win…      A Personal Story        In 2008, Chico State  started a Field School program   so university students...
•   Community Stewardship: Habitat Restoration, Trails•   Citizen Science: I & M, Data Collection, Embedded•   Community E...
5 TO 500 IN FIVE YEARS
TO HELP PLACES THRIVE• Byways, Trails and Transit                               • Hospitality                             ...
TO SHARE THEIR TALENTS
TO HELP KIDS AND SPONSORS
TO HELP MAKE CONNECTIONSWith Professionals   With How Things Inter-relate
SUSTAIN…MAKE IT BETTER
BEST WISHES     Emilyn Sheffield      530-570-9855       esheffield@       csuchico.edu
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield
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2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield

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: Emilyn Sheffield - Boomers, Millennials, and Latinos are large and important groups to serve. These groups aren’t uniform but they are huge…each 50 – 80 million strong. Who are they? Where are they? How do you capture the power of their hopes and dreams to improve your bottom line and advance your mission.

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2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn Sheffield

  1. 1. Playing to Winin a Changing America
  2. 2. CHANGES in the size, composition, and choices of the population will DETERMINE OUR FUTURE…
  3. 3. PLAYING TO WIN• Baby Boomers • Who are they?• Families with Children • Where are they?• College-going • How do you capture Millennials the power of their hopes and dreams….• Outdoor | Adventure – To improve• Boomers | Families your bottom line• Western States – To advance your mission
  4. 4. Demographic Trends
  5. 5. Census 2010 The New Face of America
  6. 6. KEY FINDINGS FROM 2010 CENSUS • U.S Population Growing, Albeit More Slowly • Boomers Driving Aging of America – 10 – 20% – Boomers & Seniors 39% • Growing Diversity – 1 in 3; 29% increase ‘00-10 – Hispanics…50+ million, up 43%
  7. 7. KEY FINDINGS FROM 2010 CENSUS • Proportion of Youth Smaller – 74 Million Under 18; ~25% – ~ 50% Kids Under 18 are from Diverse Racial/Ethnic Backgrounds – 23% of Kids Under 18 are Hispanic • Distribution of Population Important – Mostly Urban and Suburban – 50+ Percent in 10 States
  8. 8. About 70% from these 3 states More Older Diverse Latino Other ID 21 12 16 11 10 WA 14 12 28 11 17 UT 24 9 20 13 14 US 10 13 36 16 20 About 63% from these 5 metros More Older Diverse Latino OtherBoise 11 11 15 7 10Spokane 14 13 16 5 8Id Falls 12 12 17 13 11SLC 3 9 33 22 27Seattle 8 11 34 7 21Tacoma 2.5 11 40 11 18
  9. 9. ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCEVALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTDOOR RECREATION
  10. 10. http://www.patchworknation.org/ More than 60% of ID travelers are from 5 metro areas….(Longwoo ds, 2008) About 45% are from Boom Town community types. (Patchwork Nation.org ) Boom Towns | Service Worker Centers | Monied ‘Burbs
  11. 11. http://www.patchworknation.org/ Boom Towns | Service Worker Centers | Monied ‘Burbs
  12. 12. www.nclr.org/webstats2011/StatPlanet.html % U.S. POPULATION HISPANIC
  13. 13. www.nclr.org/webstats2011/StatPlanet.html CHANGE IN HISPANIC POPULATION
  14. 14. Lifestyle Trends
  15. 15. Folks Seeking the SunAlmost 88 percent of the population growth between 2000 and 2030 will be distributed in the South and West. Source: Census Bureau
  16. 16. ALMOST ALL URBAN (85% in the western states)Yanc/Dreamstime.com
  17. 17. LIVES TRANSFORMED BY TECH Portable | Powerful | Personal
  18. 18. NEW TOOLS = NEW CONTROL
  19. 19. GROWING ALLIANCEENVIRONMENTAL & SOCIAL JUSTICE
  20. 20. QUICK RE-CAP
  21. 21. 10% INCREASE IN 10 YEARS400 Million Between 2037 - 2043
  22. 22. 40% BOOMERS OR SENIORS Are You Ready? Photo: NPSNPT Photo NPS Photo Source: Various, including Census Bureau, Facts for Features, January 2006.
  23. 23. NEARLY HALF UNDER 18DIVERSE BACKGROUNDS Are You Ready? Photo: NPSNPT Photo
  24. 24. HISPANICS ~ HALF OFPOPULATION GROWTH Are You Ready? Photo: NPSNPT Photo
  25. 25. WHAT DOES THIS SUGGEST TO YOU?Steve Griswold TO ME?
  26. 26. RECAPTURE BABY BOOMERS Are You Ready? Photo: USFWS Gavin Emmons Equality | Environmental Values Parents of Millennials (Gen Y)
  27. 27. MONEY TO MEANING
  28. 28. BABY BOOMERS • Who Are? • Where Are They… – 78 Million – Psychologically – 1946 – 1964 – Reconnect w/ Values of Youth – Fueling Senior Growth – Prime Nostalgia • Where Live? – Links to Nature – Unstructured Play – Throughout CA – Camps, Orgs – Rec& Retire – Nature Vacations • Why Intrigue? – Language of Leisure – Large Cohort – English & Print – Free Time/Money – Digital/Social Media – Carry Us Until We – Web, Email, FB Figure It Out
  29. 29. BABY BOOMERS • Amenities • Accommodations – Feel Special – Pet Friendly – Comfort/Pamper – Couples or Two-Gen • Activities – Learn Something – Multi-Generational – “Savor” Life – “Connecting” but… • Foodies • [Re]Development • Entertainment – Hotel, not motel • Connect with Outdoor Recreation – Interval not whole – Reconnect with – Rental homes and Environmental cabins Values – Single and Multi- – W/ Their Millennial Kids room Units
  30. 30. RECAPTURE BOOMERS
  31. 31. WHAT DO YOU THINK? • How does this align with what you’ve experienced with this group? • How could your product, service, or area meet the hopes and dreams of this group? • How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
  32. 32. FOCUS ONFAMILIESWITH CHILDREN
  33. 33. FAMILIES WITH KIDS • Who Are? • Where Are They… – More diverse in – Psychologically every way – Family Bonds – Less experience with – Safety & Security natural systems – Links to Nature • Where Live? – Relaxation/Family – Urban & Suburban – Safe Kids Play – South & West – Language of Leisure • Why Intrigue? – Language of Home – OR patterns – Digital/Social Media established – Kids and Nature – Integrated – Another “boom” – Essential
  34. 34. FAMILIES WITH KIDS • Amenities • Accommodations – Family Friendly – Value Important – Entertainment – Kitchens • Activities – Flexible Sleeping Arrangements – Unstructured Play – Learn To Programs • Re/Development & Repurposing • Connect with – More Sinks/Baths Outdoor – Flexible Space for Recreation 6 – 12 Folks – Learning – Upscale & Clean – Family Fun
  35. 35. DIVERSE RACIAL & ETHNIC • Amenities • Accommodations – Family Friendly – Bilingual – Incomes are Rising BACKGROUNDS – Nature & Kids but Value Important • Unstructured • Learning – Extended Family • Healthy • Activities • Re/Development & – Active Recreation Repurposing – Passive Recreation – Varied Recreation “Style” – Careful Consultation • Connect with Outdoor – Kitchens and Recreation – Through Kids Bathrooms – Nature & Kids • Unstructured • Learning • Healthy
  36. 36. Latent Outdoor Recreation Demand among California Latinos • Walking for fitness or fun • Camping in developed sites • Picnicking in picnic areas • Visiting outdoor nature Benjamin Miller Free Stock Photos museums, zoos, gardens, or arboretums • Visiting historic and cultural sites • Beach activities • Bicycling on paved surfaces • Day hiking on trails…When asked if they would like to have participated in __ activities more oftenthe majority of Hispanics indicated they would like to have spent more time…..
  37. 37. WHAT DO YOU THINK? • How does this align with what you’ve experienced with this group? • How could your product, service, or area meet the hopes and dreams of this group? • How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
  38. 38. CAPTURE COLLEGE MILLENNIALS Focused Terrific Generation Soon-to-be  High Education  High Income
  39. 39. The Mindset List for the Class of 2015….Always• Ferris Bueller and Sloane Peterson could be their parents.• No state has ever failed to observe Martin Luther King Day.• The Communist Party has never been the official political party in Russia.• They’ve always gone to school with Mohammed and Jesus.• Women have always been kissing women on television.• Arnold Palmer has always been a drink.• Been an Internet ramp onto the information highway.• Amazon has never been just a river in South America.• They “swipe” cards, not merchandise.• Electric cars have always been humming in relative silence on the road.• …their parents have always worried about nasty new bugs borne by birds and mosquitoes.• States and Velcro parents have always been requiring that they wear their bike helmets. Copyright© 2011 Beloit College Mindset List is a registered trademark
  40. 40. • Who Are? • Where Are They… – Larger than – PsychologicallyMILLENNIALS Baby Boom – Becoming – Very Diverse – Hopeful & • Where Live? Worried – Metro & Suburban – Links to Nature • Why Intrigue? – Mediated – Future Leaders – Language of Leisure – College/Career – Digital – Save Us From – Digital/Social Media Ourselves – Ubiquitous
  41. 41. • Amenities • Connect with – Wired & Plugged Nature, OutdoorMILLENNIALS – Transit Recreation – On-site Restaurants – Jobs – Easy – Seasonal – Internships • Activities – Concerts & Events – Active Recreation – Environment* – Nightlife – School-related – Entertainment • Classes • Music • Clubs & Friends • Friends • Fund-raising
  42. 42. • Accommodations • Re/Development, – Affordable Repurposing, RefiningMILLENNIALS – Clean & Attractive – Employee Housing – Vintage OK if 1st Two Met – Hostel-esque for • Re/Development & College aged Repurposing – Public Transit – Spif Vintage – Promote “Green” – Media & Promotion – Multi-gen Properties – More Diversity – Price Points  Entertainment – 2 or 3 Gen Travel  Photos & Groups Spokespersons
  43. 43. WHAT DO YOU THINK? • How does this align with what you’ve experienced with this group? • How could your product, service, or area meet the hopes and dreams of this group? • How can you work with partners in your area to serve this group and protect Idaho’s natural resources?
  44. 44. COME OUTSIDE AND PLAY
  45. 45. COME OUTSIDE AND PLAY
  46. 46. COME OUTSIDE AND PLAY • Coordinate Actions – Agency – Guides • Secure Resources – LWCF – Scenic Byways • Promote Opportunity – Scenic Byways – RV, Idaho (Campgrounds) – Be Outside, Idaho – Bird a Day – Stay on Trails
  47. 47. IDEAS TO CONSIDER • “New to State” Invite Your Friends and Relatives Campaign • Target Boom Town Communities Within Driving Distance • What Role for Realtors? • Maintain Investment in Byways, Trails and Corridors
  48. 48. IDEAS TO CONSIDER • Markets to Develop – Senior – Millennials – Latinos/Hispanics • Opening the Discussion – Focus Groups – Support to Community • On the Horizon – STEM – VolunTourism& Service
  49. 49. Playing to A Personal Win… Story
  50. 50. Playing to Win… A Personal Story The Best Gift We’ve Been Given
  51. 51. Playing to Win… A Personal Story In 2008, Chico State started a Field School program so university students could volunteer their time and talents to public lands.
  52. 52. • Community Stewardship: Habitat Restoration, Trails• Citizen Science: I & M, Data Collection, Embedded• Community Engagement: Trunks, Event Info• Communication: Publications, Products, Social• Conference/Event Management• Consulting: Millennial, Spanish/Latino, Kiosks• Caretaking/Custodial: SPIF, Cyclical, Spike Camps
  53. 53. 5 TO 500 IN FIVE YEARS
  54. 54. TO HELP PLACES THRIVE• Byways, Trails and Transit • Hospitality – Yosemite Gateway – Tahoe South• Habitat – Geotourism Restoration • Event Management – Autodesk University – Agency Conferences – Junior Ranger Day
  55. 55. TO SHARE THEIR TALENTS
  56. 56. TO HELP KIDS AND SPONSORS
  57. 57. TO HELP MAKE CONNECTIONSWith Professionals With How Things Inter-relate
  58. 58. SUSTAIN…MAKE IT BETTER
  59. 59. BEST WISHES Emilyn Sheffield 530-570-9855 esheffield@ csuchico.edu

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