Finding the Fulcrum: Reclamation of Appalachian
Identity through the Transition from an
Exogenous Resource Extraction Based Economy
to an Endogenous Tourism, Knowledge and
Health Based Economy
Peter H. Hackbert, Louisa Marie Summers,
Kevin Costello and Dave Walsh
40th Annual Appalachian Studies Conference
March 9-12, 2017
Blacksburg VA
Table 1; Travel Economic Impact Model for Central Appalachia States
Traveler
Spending Payroll Jobs Tax Receipts
Travel Industry
Employment Rank
Kentucky $9.0B $2.1B 93,900 $1.3B 6
North Carolina $22.8B $5.5B 220,789 $3.5B 6
Ohio $19B $4.6B 185,600 $3.1B 10
Virginia $23.7B $5.4B 227,600 $3.2B 5
Tennessee $18.4B $3.7B 157,400 $3.0B 6
West Virginia $3.0B $547M 27,770 $385.1M 7
Travel Economic Impact Model for Central
Appalachian States
“Uneven Ground”
UK Professor of
History: Ronald Eller
www.google.com/images
11/29/2018 Peter H. Hackbert, Berea College 5
…growing popularity of ecotourism and heritage
tourism…contained the potentialfor
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.
11/29/2018 6
Western North Carolina Results
Western North Carolina Results
Facades Redone
Buildings Renovations
Net Increase in Businesses
Volunteers Hours
$ Raised Locally
Private / Public Investment
69
103
51
103,641
$ 182,000
$ 13.9M
Small Rural Town Program
Rural Populations
1,602
357
175
1,764
747
1,081
Small Business Using Social Media in
North Carolina
The Blue Ridge Soap Shed
We count the number of customer discovery
interviews
"The traveler/tourist persona profile
gives you a chance to truly
empathizewith target market
segments, stepping out of the role as someone
who wants to promote a product and see, through
your travelers' eyes…”
Peter H. Hackbert
11/29/2018 Peter H. Hackbert, Berea College 12
73 Traveler and Adventure Tourist Personas
on How to spend 36 hours in the region
Fall 2012 EPG was asked to serve as a group to
trial-run the proposed Livingston KY Trail Town
problems persistent over the last 100 years - an
inadequate tax base, a low-wage economy,
environmental abuse, civic fraud, political
corruption, absentee landownership, and
corporate irresponsibility.
Central Appalachia 1
2
3
4
5
6
USBR 76 (TransAmerica Trail)
Blacksburg VA to Berea KY
USBR 76 Cyclists intercepted at Coffee shop
Conversing with Transamerica Cyclist Matt Krajewski.
November 29, 2018 EPG Cohort 12 Final Portfolio by Minashsha Zareel Lamisa 21
EPG Cohort 12 Members with TransAmerican Trail Bikers “The Renegades”, from US, and Sebastien and Wouter, from Belgium. 3 June 2015.
Selfie with the European TransAmerican Cyclists .
Hindman Kentucky Cultural Assets
7/2/2015 My EPG experience Adriana Williams
EPG students as adventure tourists on the
Virginia Creeper Trail
Abingdon/Damascus Case Study
Abingdon Virginia
Kevin Costello
Most Significant Event: Meeting with Virginia
Creeper Trail Bike Shuttle & Rental Owner
Most Significant Event
Entrepreneurship for the Public Good Program. Cohort 12. Guinevere Beirne “Personal Observations.”
Damascus, Va. May 2015.
Most Significant Event: Meeting with
Damascus Small Business Owners
Opportunity
Most Significant Event: Meeting with Small
Business Owners
How did we test these assumptions?Most Significant Event: Meeting with Kentucky Trail
Town Small Business Owners
TransAmerica Bike Trail
TransAmerica Bike Trail
Bluegrass Bike Trail
Boone Trace
Trail
Identifying our routes, trails and loops.
EPG meets with the Executive Judge Kent Clark – May
16, 2015
Trail Town Certification December 11, 2015
The Berea Trail Town Signature Event
What are the segments on local economic impact of tourism and leisure
cycling, spending patterns, stays and non-stays, trail length, duration,
group size, and market size?
Cycle tourers: travel through by cycle
Stay at least one overnight
stay, 2.12 average group
size, spend $36.21 per
cyclist day, ride a
minimum of 50 miles per
day, produce 2% of the
local economy activity, and
make up 9% of the market
volume.
Two separate segmented markets: Those that stay near or within 5
miles of the trail with accessible accommodations for at least one
overnight stay, and those stay further than 5 miles with an
overnight stay.
Far Holidayers spend $60.77 per day with an additional $180.43 for
provision per cyclist per stay, value to the local economy activity is
25% traveling in groups with 2.85 persons, accessing the route by
cycle, for trip distances of 27 miles for 2 hours and 53 minutes with
53% of the ride lasting longer than 3 hours. Far holidayers make up
7% of the market volume.
Near Holidayers spend $44.54 per day with an additional $153.51
for provision per cyclist per stay, value to the local economy activity
is 24% traveling in groups with 3.04 persons, accessing the route by
cycle 33% of he time, for trip distances of 34 miles for 3 hours and
47 minutes with 69% of the ride lasting longer than 3 hours and 47
minutes. Near holidayers make up 9% of the market volume.
Holidayers: Stay near or far from the trail
Far Day Trippers: Travel more that 50 miles to get
to the trail with no overnight stay
• Travel more that 50 miles to get to
the trail with no overnight stay,
spend per cyclist per day is $18.33,
produce 11% of the local economic
activity, traveling in a average
group size of 3.12, driving to the
trail head, with a trip distance
35.19 miles and a duration of 3
hours and 55m minutes and 64%
of the trips longer than 3 hours. Far
Day Trippers make up 10 percent
of the market.
Near Day Trippers: Travel between 25 - 50
miles to the trail head with no overnight stay
Travel between 25 and 50 miles to the trail
head with no overnight stay. The spend
per cyclist is $11.81 per day, with no
spending attributable to cycling provisions,
and representing 14% of the value to the
local economic activity, with average
groups size of 2.72, and 20% accessing the
route by cycle, covering a trip distance of
22.6 miles, for a duration of 2 hours and
30 minutes, and 40% of the trips longer
than 3 hours. Near Day Trippers represent
19% of the volume of the market.
Far Residents: Live between 5 - 25 miles from the
trail with no overnight stay and economic activity
does not add to the local area.
• Live between 5 and 25 miles from the
trial with no overnight stay and
economic activity does not add to the
local area, with a spend per day of
$7.95 and no attributable to cycling
provision per cyclist per stay,
representing 19% of the economic
value to the local economic activity,
with a average group size of 2.53
person, with 50% accessing the trail
by cycle for a distance of 18 miles and
2 hours and 5 minutes, and 30 % of
the trips lasting longer than 3 hours,
The Far Residents make up 41% of the
market segment.
Near Residents: Live within 5 miles of the trail
• Live within 5 miles of the trail, and
spend per cyclist is $5.33, with no
spend attributable to cycling
provisions, and contributing 4% of the
local economic activity value, and with
an average group sixe of 2.09 persons,
and 69% of the residents accessing the
route by cycle and for a total distance
of 13.8 miles and one hour, 32
minutes, and 18% of the trips longer
than 3 hours. Near Residents make up
13% of the market volume.
Tourism and Leisure Segments
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
USBR 76
Volume and value of tourism
and leisure market segments
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Overnight
Creeper
Barters that Creeper
USBR 76
Volume and value of tourism
and leisure market segments
(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles; 69%)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Overnight
Creeper
Barters that Creeper
Day Creepers
USBR 76
Volume and value of tourism
and leisure market segments
(3h, 55 min; 35 miles; 64%)
(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles; 69%)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Overnight
Creeper
Barters that Creeper
Day Creepers
USBR 76
Near Day Trippers
Volume and value of tourism
and leisure market segments
(2h, 30 min; 22 miles; 40%)
(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles; 69%)
(3h, 55 min; 35 miles; 64%)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Overnight
Creeper
Barters that Creeper
Day Creepers
USBR 76
Local Residents
Near Day Trippers
Far Residents
Volume and value of tourism
and leisure market segments
(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles; 69%)
(2h, 30 min; 22 miles, 40%)
(3h, 55 min; 35 miles; 64%)
(1h, 30 min; 13 miles; 18%)
(2h, 5 min; 18 miles; 30%)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Overnight
Creeper
Barters that Creeper
Day Creepers
USBR 76
Local Residents
Near Day Trippers
Far Residents
Volume and value of tourism
and leisure market segments
(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles; 69%)
(2h, 30 min; 22 miles, 40%)
(3h, 55 min; 35 miles; 64%)
(1h, 30 min; 13 miles; 18%)
(2h, 5 min; 18 miles; 30%)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
30%
25%
20%
15%
10%
5%
0%
EconomicValue
Tourism and Leisure Cyclists Volume
Far Holidayers
Near Holidayers
Far Day Trippers
Cycle Tourists
Near Residents
Near Day Trippers
Far Residents
Volume and value of tourism
and leisure market segments(2h, 53min; 27 miles; 53%)
(3h, 47min; 34 miles, 69%)
(2h, 30 min; 22 miles; 40%)
(3h, 55 min; 35 miles; 64%)
(1h, 30 min; 13 miles, 18%)
(2h, 5 min; 18 miles; 30%)
(5h; 50+ miles, 100%)
Death
Physical Activity & Health- Madison County KY
no
Health Benefits
Trails = (physical activity = health) +
socializing
Findings: Trails = (physical activity +
socializing) = health
Wrong!
Urban Proximate - Virginia
Youth
Berea: Daniel Boone Splash and Dash
Berea: Daniel Boone Splash and Dash
Berea: Daniel Boone Splash and Dash
Berea Trail Town: Daniel Boone Trace Trail
Health Impact of 14 Trails
Avoided Health Care Costs - Bikers
$377
Avoided Health Care Costs - Walkers
$2,814
Avoided Health Care Costs - Runners
$ 405
Avoided Health Care Costs – All
modes
$ 2,814
Added Value to Local Economy -
Health Care Savings – Per User
Near Residents - Less than 5 miles – $2.96
Near Day Trippers - 5-25 miles - $2.68
Far Residents - 25-50 miles - $3.43
Greatest impact on risk for Type II Diabetes
and for improvements in psychological health
Cycling as a daily part of life
So What?
Stages of change
20
3030
20
Percentage of People Physically Active
EXERCISING
Trying to Exercise
Maybe One Day
NOT going to
Exercise
YES
TRYINGMAYBE
NO
Factors to Maximize Local Health Outcomes
The (less active) are NOT attracted to the sporting
images, and NOT motivated by messages emphasizing
health outcomes
1. TRAFFIC-FREE ROUTES
2. CLEARLY MARKED ROUTES/CIRCULAR ROUTES
3. CYCLING TIME RATHER THAN MILEAGE (DISTANCE)
4. WIDE ROUTES – THAT ALLOW FOR SOCIAL FORMATIONS
5. IMAGES USING NON-SPORTY LOOKING CYCLES AND FAMILY GROUPS
6. MESSAGES THAT REFER TO “RIDERS’ NOT ‘CYCLISTS’.

Finding the Fulcrum: Reclamation of Appalachian Identity through the Transition from an Exogenous Resource Extraction Based Economy to an Endogenous Tourism, Knowledge and Health Based Economy.

  • 1.
    Finding the Fulcrum:Reclamation of Appalachian Identity through the Transition from an Exogenous Resource Extraction Based Economy to an Endogenous Tourism, Knowledge and Health Based Economy Peter H. Hackbert, Louisa Marie Summers, Kevin Costello and Dave Walsh 40th Annual Appalachian Studies Conference March 9-12, 2017 Blacksburg VA
  • 2.
    Table 1; TravelEconomic Impact Model for Central Appalachia States Traveler Spending Payroll Jobs Tax Receipts Travel Industry Employment Rank Kentucky $9.0B $2.1B 93,900 $1.3B 6 North Carolina $22.8B $5.5B 220,789 $3.5B 6 Ohio $19B $4.6B 185,600 $3.1B 10 Virginia $23.7B $5.4B 227,600 $3.2B 5 Tennessee $18.4B $3.7B 157,400 $3.0B 6 West Virginia $3.0B $547M 27,770 $385.1M 7 Travel Economic Impact Model for Central Appalachian States
  • 5.
    “Uneven Ground” UK Professorof History: Ronald Eller www.google.com/images 11/29/2018 Peter H. Hackbert, Berea College 5
  • 6.
    …growing popularity ofecotourism and heritage tourism…contained the potentialfor 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. 11/29/2018 6
  • 7.
    Western North CarolinaResults Western North Carolina Results Facades Redone Buildings Renovations Net Increase in Businesses Volunteers Hours $ Raised Locally Private / Public Investment 69 103 51 103,641 $ 182,000 $ 13.9M
  • 8.
    Small Rural TownProgram Rural Populations 1,602 357 175 1,764 747 1,081
  • 9.
    Small Business UsingSocial Media in North Carolina The Blue Ridge Soap Shed
  • 10.
    We count thenumber of customer discovery interviews
  • 12.
    "The traveler/tourist personaprofile gives you a chance to truly empathizewith target market segments, stepping out of the role as someone who wants to promote a product and see, through your travelers' eyes…” Peter H. Hackbert 11/29/2018 Peter H. Hackbert, Berea College 12
  • 13.
    73 Traveler andAdventure Tourist Personas on How to spend 36 hours in the region
  • 14.
    Fall 2012 EPGwas asked to serve as a group to trial-run the proposed Livingston KY Trail Town
  • 16.
    problems persistent overthe last 100 years - an inadequate tax base, a low-wage economy, environmental abuse, civic fraud, political corruption, absentee landownership, and corporate irresponsibility. Central Appalachia 1 2 3 4 5 6
  • 17.
    USBR 76 (TransAmericaTrail) Blacksburg VA to Berea KY
  • 19.
    USBR 76 Cyclistsintercepted at Coffee shop
  • 20.
    Conversing with TransamericaCyclist Matt Krajewski.
  • 21.
    November 29, 2018EPG Cohort 12 Final Portfolio by Minashsha Zareel Lamisa 21 EPG Cohort 12 Members with TransAmerican Trail Bikers “The Renegades”, from US, and Sebastien and Wouter, from Belgium. 3 June 2015. Selfie with the European TransAmerican Cyclists .
  • 23.
    Hindman Kentucky CulturalAssets 7/2/2015 My EPG experience Adriana Williams
  • 24.
    EPG students asadventure tourists on the Virginia Creeper Trail Abingdon/Damascus Case Study
  • 25.
  • 26.
    Most Significant Event:Meeting with Virginia Creeper Trail Bike Shuttle & Rental Owner
  • 27.
    Most Significant Event Entrepreneurshipfor the Public Good Program. Cohort 12. Guinevere Beirne “Personal Observations.” Damascus, Va. May 2015. Most Significant Event: Meeting with Damascus Small Business Owners
  • 28.
    Opportunity Most Significant Event:Meeting with Small Business Owners
  • 29.
    How did wetest these assumptions?Most Significant Event: Meeting with Kentucky Trail Town Small Business Owners
  • 30.
    TransAmerica Bike Trail TransAmericaBike Trail Bluegrass Bike Trail Boone Trace Trail
  • 32.
    Identifying our routes,trails and loops.
  • 33.
    EPG meets withthe Executive Judge Kent Clark – May 16, 2015
  • 36.
    Trail Town CertificationDecember 11, 2015
  • 37.
    The Berea TrailTown Signature Event
  • 38.
    What are thesegments on local economic impact of tourism and leisure cycling, spending patterns, stays and non-stays, trail length, duration, group size, and market size?
  • 39.
    Cycle tourers: travelthrough by cycle Stay at least one overnight stay, 2.12 average group size, spend $36.21 per cyclist day, ride a minimum of 50 miles per day, produce 2% of the local economy activity, and make up 9% of the market volume.
  • 40.
    Two separate segmentedmarkets: Those that stay near or within 5 miles of the trail with accessible accommodations for at least one overnight stay, and those stay further than 5 miles with an overnight stay. Far Holidayers spend $60.77 per day with an additional $180.43 for provision per cyclist per stay, value to the local economy activity is 25% traveling in groups with 2.85 persons, accessing the route by cycle, for trip distances of 27 miles for 2 hours and 53 minutes with 53% of the ride lasting longer than 3 hours. Far holidayers make up 7% of the market volume. Near Holidayers spend $44.54 per day with an additional $153.51 for provision per cyclist per stay, value to the local economy activity is 24% traveling in groups with 3.04 persons, accessing the route by cycle 33% of he time, for trip distances of 34 miles for 3 hours and 47 minutes with 69% of the ride lasting longer than 3 hours and 47 minutes. Near holidayers make up 9% of the market volume. Holidayers: Stay near or far from the trail
  • 41.
    Far Day Trippers:Travel more that 50 miles to get to the trail with no overnight stay • Travel more that 50 miles to get to the trail with no overnight stay, spend per cyclist per day is $18.33, produce 11% of the local economic activity, traveling in a average group size of 3.12, driving to the trail head, with a trip distance 35.19 miles and a duration of 3 hours and 55m minutes and 64% of the trips longer than 3 hours. Far Day Trippers make up 10 percent of the market.
  • 42.
    Near Day Trippers:Travel between 25 - 50 miles to the trail head with no overnight stay Travel between 25 and 50 miles to the trail head with no overnight stay. The spend per cyclist is $11.81 per day, with no spending attributable to cycling provisions, and representing 14% of the value to the local economic activity, with average groups size of 2.72, and 20% accessing the route by cycle, covering a trip distance of 22.6 miles, for a duration of 2 hours and 30 minutes, and 40% of the trips longer than 3 hours. Near Day Trippers represent 19% of the volume of the market.
  • 43.
    Far Residents: Livebetween 5 - 25 miles from the trail with no overnight stay and economic activity does not add to the local area. • Live between 5 and 25 miles from the trial with no overnight stay and economic activity does not add to the local area, with a spend per day of $7.95 and no attributable to cycling provision per cyclist per stay, representing 19% of the economic value to the local economic activity, with a average group size of 2.53 person, with 50% accessing the trail by cycle for a distance of 18 miles and 2 hours and 5 minutes, and 30 % of the trips lasting longer than 3 hours, The Far Residents make up 41% of the market segment.
  • 44.
    Near Residents: Livewithin 5 miles of the trail • Live within 5 miles of the trail, and spend per cyclist is $5.33, with no spend attributable to cycling provisions, and contributing 4% of the local economic activity value, and with an average group sixe of 2.09 persons, and 69% of the residents accessing the route by cycle and for a total distance of 13.8 miles and one hour, 32 minutes, and 18% of the trips longer than 3 hours. Near Residents make up 13% of the market volume.
  • 45.
  • 46.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume USBR 76 Volume and value of tourism and leisure market segments
  • 47.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Overnight Creeper Barters that Creeper USBR 76 Volume and value of tourism and leisure market segments (2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles; 69%)
  • 48.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Overnight Creeper Barters that Creeper Day Creepers USBR 76 Volume and value of tourism and leisure market segments (3h, 55 min; 35 miles; 64%) (2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles; 69%)
  • 49.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Overnight Creeper Barters that Creeper Day Creepers USBR 76 Near Day Trippers Volume and value of tourism and leisure market segments (2h, 30 min; 22 miles; 40%) (2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles; 69%) (3h, 55 min; 35 miles; 64%)
  • 50.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Overnight Creeper Barters that Creeper Day Creepers USBR 76 Local Residents Near Day Trippers Far Residents Volume and value of tourism and leisure market segments (2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles; 69%) (2h, 30 min; 22 miles, 40%) (3h, 55 min; 35 miles; 64%) (1h, 30 min; 13 miles; 18%) (2h, 5 min; 18 miles; 30%)
  • 51.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Overnight Creeper Barters that Creeper Day Creepers USBR 76 Local Residents Near Day Trippers Far Residents Volume and value of tourism and leisure market segments (2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles; 69%) (2h, 30 min; 22 miles, 40%) (3h, 55 min; 35 miles; 64%) (1h, 30 min; 13 miles; 18%) (2h, 5 min; 18 miles; 30%)
  • 52.
    0% 5% 10%15% 20% 25% 30% 35% 40% 45% 30% 25% 20% 15% 10% 5% 0% EconomicValue Tourism and Leisure Cyclists Volume Far Holidayers Near Holidayers Far Day Trippers Cycle Tourists Near Residents Near Day Trippers Far Residents Volume and value of tourism and leisure market segments(2h, 53min; 27 miles; 53%) (3h, 47min; 34 miles, 69%) (2h, 30 min; 22 miles; 40%) (3h, 55 min; 35 miles; 64%) (1h, 30 min; 13 miles, 18%) (2h, 5 min; 18 miles; 30%) (5h; 50+ miles, 100%)
  • 53.
  • 55.
    Physical Activity &Health- Madison County KY
  • 56.
  • 57.
  • 58.
    Trails = (physicalactivity = health) + socializing Findings: Trails = (physical activity + socializing) = health Wrong!
  • 59.
  • 61.
  • 62.
    Berea: Daniel BooneSplash and Dash
  • 63.
    Berea: Daniel BooneSplash and Dash
  • 64.
    Berea: Daniel BooneSplash and Dash
  • 65.
    Berea Trail Town:Daniel Boone Trace Trail
  • 66.
  • 67.
    Avoided Health CareCosts - Bikers $377
  • 68.
    Avoided Health CareCosts - Walkers $2,814
  • 69.
    Avoided Health CareCosts - Runners $ 405
  • 70.
    Avoided Health CareCosts – All modes $ 2,814
  • 71.
    Added Value toLocal Economy - Health Care Savings – Per User Near Residents - Less than 5 miles – $2.96 Near Day Trippers - 5-25 miles - $2.68 Far Residents - 25-50 miles - $3.43
  • 72.
    Greatest impact onrisk for Type II Diabetes and for improvements in psychological health
  • 73.
    Cycling as adaily part of life
  • 74.
  • 75.
  • 76.
    20 3030 20 Percentage of PeoplePhysically Active EXERCISING Trying to Exercise Maybe One Day NOT going to Exercise YES TRYINGMAYBE NO
  • 77.
    Factors to MaximizeLocal Health Outcomes The (less active) are NOT attracted to the sporting images, and NOT motivated by messages emphasizing health outcomes 1. TRAFFIC-FREE ROUTES 2. CLEARLY MARKED ROUTES/CIRCULAR ROUTES 3. CYCLING TIME RATHER THAN MILEAGE (DISTANCE) 4. WIDE ROUTES – THAT ALLOW FOR SOCIAL FORMATIONS 5. IMAGES USING NON-SPORTY LOOKING CYCLES AND FAMILY GROUPS 6. MESSAGES THAT REFER TO “RIDERS’ NOT ‘CYCLISTS’.

Editor's Notes

  • #2 Endogenous Exogenous
  • #6 Challenge situation…. We looked to the Appalachian scholars and what they could share with us.
  • #7 KHERI Slide 9 - University of Kentucky scholar Ron Eller, focused our attention on tourism, heritage, preservation of rural traditions, protection of sensitive natural resources and as an alternative economy with this quote: SHOWN ON THE SLIDE….."…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
  • #10 We encountered small business owners and how they combined the use of social media and online sales to soap buyers across the state and country and retail customers. We uncovered the background and motivations of business owners serving visitors.
  • #11 Each afternoon at 5:00PM they return to the motel to record their observations.
  • #12 We completed an inventory of the natural, cultural, and historical assets within a specific town. As part of our work this summer in EPG, we compiled all of the assets in Berea. As stated earlier by my colleagues, we have actually explored the assets. Worksheet C can help the process of mapping the various trails so that local businesses reap the benefits of the adventure tourists.
  • #14 We have presented our field research at he Appalachian Studies Conference on adventure tourism customer discovery in the form of “personas” types of clusters of visitors and what inspires and motivated them to spend 36 hours in our region.
  • #15   When my students and I were asked in 2012 to “test and trial run” the new proposed trials of Livingston Kentucky we had come understanding of the Active Outdoor Recreation Economy at $730 billion in the US with cycling contributing $133 billion.
  • #17 We uncovered six trail systems in Appalachia from which states with varying trail lengths provided six figures in sales, created new jobs, and prompted overnight travelers to spend their money. Trail system increase the patrons that arrive by car, foot and cycle.
  • #18 The TransAmerica trail runs through several of the counties and towns east of Berea which serve as our community partners in Eastern Kentucky, three of which now are Kentucky Trail Towns, Elkhorn City, McKee and Berea.
  • #19 The State of Kentucky has marked that trail.
  • #20 We have been intercepting TransAm bikers for several 7 summers.
  • #21 The bikers all gave us a unique perspective on what kind of things they desire when coming to Berea.
  • #22 60% of the TransAm bikers are from out of the country and daily report on their Kentucky experience via social media.
  • #23 Because we need their previous routes we were able to drive deeply into interviews.
  • #24 We came across of cycling group in Hindman Kentucky invited to attend and dance with Folk week music event at the Settlement School. Also in Hindman The Appalachian Artisan Center shipped purchases home and one artican made a portable musical instrument for the TransAm biker.
  • #25 While in Damascus and Abingdon we rode, and we assessed the economic value to small independent business owners and hiking and biking trail enthusiasts that represent come to this destination.
  • #27 I ask students to identify the most critical learning event over the summer. The small business owner interviews are always rated highest.
  • #28 The restaurant owners and microbrewery founder were cited as significant
  • #29 The coffeehouse entrepreneur and the outfitter and revealed their entrepreneurial journeys.
  • #30 We also tested various success model of the Kentucky Trail Town entrepreneurs.
  • #31 Previously, I mentioned the term hub. Think of Berea and Madison County as a hub for multistate and multicounty routes.
  • #33 We convened the City of Berea Trail Town Committee and began to identify our routes, trails and loops.
  • #34 We pitched the Executive Judge in June 2014, the Mayor in September 2014 and the Tourism Commission in Madison County and Berea in November 2014.
  • #35 We formed the formal committee in February 2015 announcing the intentions and recruited Trail Town Committee membership.
  • #36 In March 2015, a Michigan hiker replicated the original Daniel Boone trail and we used the reception to showcase the proposed trails.
  • #37 Members of the Kentucky Arts and Tourism Cabinet certify the community in December 2015, 10 months after the initial applications.
  • #38 Our EPG work was rewarded and spawn a youth event in June with small businesses underwriting the entry fees for a youth obesity intervention.
  • #40 Cycle tourers travel through by cycle, stay at least one overnight stay, 2.12 average group size, spend $36.21 per cyclist day, ride a minimum of 50 miles per day, produce 2% of the local economy activity, and make up 9% of the market volume.
  • #41 Holidayers are segmented into two separate markets: Those that stay near or within 5 miles of the trail with accessible accommodations for at least one overnight stay, and those stay further than 5 miles with an overnight stay. Far Holidayers spend per cyclist per day is $60.77 with an additional $180.43 for provision per cyclist per stay, value to the local economy activity is 25% traveling in groups with 2.85 persons, acsessing the route by cycle, for trip distances of 27 miles for 2 hours and 53 minutes with 53% of the ride lasting longer than 3 hours. Far holidayers make up 7% of the market volume. Near Holidayers spend per cyclist per day is $44.54 with an additional $153.51 for provision per cyclist per stay, value to the local economy activity is 24% traveling in groups with 3.04 persons, accessing the route by cycle 33% of he time, for trip distances of 34 miles for 3 hours and 47 minutes with 69% of the ride lasting longer than 3 hours and 47 minutes. Near holidayers make up 9% of the market volume.
  • #42 Far Day Trippers: Travel more that 50 miles to get to the trail with no overnight stay, spend per cyclist per day is $18.33, produce 11% of the local economic activity, traveling in a average group size of 3.12, driving to the trail head, with a trip distance 35.19 miles and a duration of 3 hours and 55m minutes and 64% of the trips longer than 3 hours. Far Day Trippers make up 10 percent of the market.
  • #43 Near Day Trippers: Travel between 25 and 50 miles to the trail head with no overnight stay. The spend per cyclist is $11.81 per day, with no spending attributable to cycling provisions, and representing 14% of the value to the local economic activity, with average groups size of 2.72, and 20% accessing the route by cycle, covering a trip distance of 22.6 miles, for a duration of 2 hours and 30 minutes, and 40% of the trips longer than 3 hours. Near Day Trippers represent 19% of the volume of the market.
  • #44 Far Residents: Live between 5 and 25 miles from the trial with no overnight stay and economic activity does not add to the local area, with a spend per day of $7.95 and no attributable to cycling provision per cyclist per stay, representing 19% of the economic value to the local economic activity, with a average group size of 2.53 person, with 50% accessing the trail by cycle for a distance of 18 miles and 2 hours and 5 minutes, and 30 % of the trips lasting longer than 3 hours, The Far Residents make up 41% of the market segment.
  • #45 Near Residents: Live within 5 miles of the trail, and spend per cyclist is $5.33, with no spend attributable to cycling provisions, and contributing 4% of the local economic activity value, and with an average group sixe of 2.09 persons, and 69% of the residents accessing the route by cycle and for a total distance of 13.8 miles and one hour, 32 minutes, and 18% of the trips longer than 3 hours. Near Residents make up 13% of the market volume.
  • #55 This is something we want to avoid. Most of us want to Live longer, with GREATER WEALTH. I am here to talk about how we can do that, using a tool that most of us enjoy. Trails. Increase physical activity. Discuss TWO ITEMS – CURRENT RESEARCH ON TRAIL USAGE RELATIONSHIP TO HEALTH, COSTS ASSOCIATED WITH TRAILS, 3 – RECOMMENDATIONS TO INCREASE TRAIL USAGE 6 Major Chronic Diseases:Coronary Heart Disease, Cancer, high blood pressure, stroke, Type II Diabetes, colon cancer, metabolic syndrome, breast cancer, and depression. All of these diseases have a direct relationship with physical inactivity. Despite the direct evidence, recent estimates with objective measures (accelerometer) indicate that less 5% of population meet the physical activity recommendations of 30 minutes of moderate intensity PA on five days per week (Triono, et al., ).
  • #56 In addition, The Appalachian region is directly related and impacted by these numbers at a great rate than the rest of the US. Type II Diabetes – 80% caused by a lack of physical activity. Not genetics!
  • #57 About 1 in 5 (21%) adults meet the 2008 Physical Activity Guidelines. 30 minutes of moderate-vigorous PA on 5 days per week, OR 150 minutes total week. Accumulated! Less than 3 in 10 high school students get at least 60 minutes of physical activity every day.
  • #58 However, we also know that the promotion of physical activity at the population level continues to be a challenge for public health practitioners. Researcher with a growing recognition that individual and interpersonal strategies alone are insufficient at producing sustained increases in physical activity. (Kahn et al., 2002). The US Taskforce on Community Preventive Services found evidence to recommend three (3) policy and environmental approaches to promote PA. Creation of OR enhanced access to community facilities, 2) Community-scale urban design and land use policies and practices to promote PA (zoning regulations, transit-oriented development, density development) Street scale and urban design and land use polices Development of trails within communities and promotion of use.
  • #59 Mile bike/pedestrian trail – Carroltown Georgia n=269 on site surveys and 14 interviews It makes it easier for them to find TIME to exercise Allow s them to get more exercise than before it was available (2 years) Increases the enjoyment of moderate/vigorous physical activity Feeling like they are healthier than before the trail was available Women socialize with friends
  • #60  Trails = (physical activity = health) + socializing Findings: Trails = (physical activity + socializing) = health
  • #61 Urban Proximate State park– Virginia Beach (Gomez & Hill, 2016). Most visited state park in Virginia – 2,888 acres and 20 miles of trails N=307 1. Most important outcome was perceived realization of a Psychological benefit! 2. Adults knew they would feel better After participating on activity on the trail. 2. Prevention of chronic disease PURPOSE OF THE STUDY WAS TO: EXAMINE Psychological benefit (appreciate life more) improvement benefits, (improves my fitness) and prevention (decreases chances of having diabetes). Lived within 9 miles of park – 58% male, lived there 10 years, 2/week. 37% hiking/walking and 25% bike/hike/walk and 10% bike/20% run/. No difference between men and women.
  • #62 Durham North Carolina – 23% of users INCREASE PA since begin using trail In Missouri – 33% INCREASE PA since began using local trail - 55% of trail users INCREASE time walking since began using trail.
  • #63 1 9th and 12th grade boys and girls Purpose was to look at: county level density of trails, land type, weight, and physical activity Land types: recreation/park, forest land with motorized (snowmobile/4-wheelers), and nature. 9th grade boys and girls – Predictor PA and weight – county level density of recreational trails; not land type (forest/nature/rec parks). 9th grade boys – IN in obesity with DE in recreational parkland and DE trails However, 9th grade boys - IN in non-motorized trails DE obesity AND 9th grade boys – IN in non-motorized trail IN PA on 7 days per week 12th grade boys IN in non-motorized trail IN PA 12th grade girls – IN Park and recreational land predicted 30 minutes of physical activity on 5 days per week. AND nature preserves decreased PA for both boys and girls**
  • #64 1. We wanted to demonstrate a community based youth model on one of the trails
  • #65 2. 2. Build community support by gaining financial by each entrant by a small business
  • #66 3. Demonstrate a model that the city could use to highlight the trails for youth for both residential and visiting youth; combining recreation and nutrition. Thirty – nine (39) youth participated, 100% of entry fees were covered.
  • #67 In 2014, city of Berea, 13,000 residents, 1500 college students completed a 2.0 mile multi-use trail. This picture is taken from a bridge, and it is where Daniel Boone also walked on his way from Tennessee to Fort Boonesboro. Where these two creeks cross is a bridge and landmark. At one point the city installed a camera for safety and recorded over 3200 participants crossing the bridge. Multi-use trail has a nice parking lot, paved, crosses this creek, however it is only one mile out to the end and one mile back.
  • #68 Health Impact of 14 Trails We surveyed over 3000 trail users on 14 US urban trails. The survey was developed specifically to inform health impact calculation, including items on trail use and other physical activity. We calculate health impacts in terms of six chronic diseases and mortality, and use treatment costs and Value of Statistical Life (VSL) for monetization, respectively. Regular trail use prevents 36 hospitalizations due to chronic diseases and 182 premature deaths per 100,000 trail users and year, worth $2,1 million in avoided treatment costs and $1,7 billion based on VSL, respectively.
  • #69 Annual health care costs avoided from all six(6) chronic conditions- (n=30 bikers per day). on 200 miles – approximately 500 cyclists and 700 pedestrians per day – 58% male 53% cyclists Health – over 50% (half) in summer go 3 times/week and in winter 30% go 3/week. 1. Regular trail use DE 6 chronic diseases by 7% -13% and mortality by 11% 2. DE absenteeism $25,000 per 100,000 users per year. 3. 1 chronic disease is prevented for every 13 miles of trails saving of $59,000 per year.
  • #70 Annual health care costs avoided from all six(6) chronic conditions - (n=148 per day) Annual Average Daily Trail count Billings all modes savings - $2,814 BIKE (n=30) $377 WALK (n=148) $2, 032 RUN (n=54) $ 405
  • #71 Annual health care costs avoided from all six(6) chronic conditions
  • #72 Annual health care costs avoided from all six (6) chronic conditions
  • #73 Past research was on cycling tourists and local economic impact Health of local population AND economic value of Health 11 studies to look at Economic value of health outcomes from local recreational cycling provision and 4 full data sets Value to Local Economy – Each user living w/in 50 miles is According to proximity to trail Less than 5 miles – $2.96 5-25 miles - $2.68 25-50 miles - $3.63 70% users of local cycling provision say that the availability of Provision helps them to increase their levels of physical activity. Strong evidence PA from cycling DE all cause mortality, cancer, obesity, and Type 2 diabetes and IN psychological health. Risks from cycling vs. health benefits outweigh risk by 20 to 1.
  • #74 Past research was on cycling tourists and local economic impact Health of local population AND economic value of Health 11 studies to look at Economic value of health outcomes from local recreational cycling provision and 4 full data sets Value to Local Economy – Each user living w/in 50 miles is According to proximity to trail Less than 5 miles – $2.96 5-25 miles - $2.68 25-50 miles - $3.63 70% users of local cycling provision say that the availability of Provision helps them to increase their levels of physical activity. Strong evidence PA from cycling DE all cause mortality, cancer, obesity, and Type 2 diabetes and IN psychological health. Risks from cycling vs. health benefits outweigh risk by 20 to 1.
  • #75 Gotschi, Garrard, & Giles-Coriti (2016). If SAFE and convenient - Improve public health for seniors and less active.
  • #77 More likely to APPEAL to less active Reaching these people MUST be a priority because the health benefits are most pronounced in the least active individuals.