The document discusses the concepts of place, space, and sense of place. It explains that space becomes place as humans interact with and imbue meaning upon physical settings through experiences. Place involves emotional and symbolic connections to geographical areas. The document also discusses place identity, place attachment, and how interpretation can help define and communicate sense of place.

1. space for place
Ted Lee Eubanks
Founder & President

2. The Nature of Place

3. What begins as
undifferentiated
space becomes
place as we get
to know it better
and endow it
with value…Yi-Fu
Tuan

4. …an unknown physical setting is a “blank
space” that only becomes a “place” as it is
endowed with meanings through lived
experiences.

6. The human being, by his mere presence,
imposes a schema on space…Yi-Fu Tuan

7. Place involves
meanings and
values that
facilitate
intimate
connections with
particular
geographical
areas.

8. o Environment refers to the biophysical
components of landscapes;
o These components exist regardless of
the types of human connections to
them.

13. Place
o Cognitive
o Logical
o Factual
o Objective
o Discrete

14. Space
o Affective
o Perceived
o Emotional
o Judgmental

15. Space
o Opinionated
o Subjective
o Amorphous
o Conjectural
o Shared

16. …space requires a movement from a place
to another place…

17. Place Identity
o Place identity is a
component of the
self and refers to
how one views
oneself in relation
to the environment.
o It captures humans’
use of places in
constructing and
maintaining self-identity.

18. Place Identity
Hello!
My name is _________
I am from __________

19. Place Attachment
o Place attachment is a positive emotional bond
with a setting.
o Place attachment is the extent to which an
individual values or identifies with a particular
environmental setting.
o Place theorists speculate that individuals who
are emotionally, psychologically, or functionally
attached to a place will act to protect that
place.

20. o Once of the faPctlaocrse tShaattis cfaacnt ipolnay a role in the
formation of place attachment is satisfaction
with a place.
o If an individual is satisfied with a park, he or
she will likely return to that park if the
opportunity presents itself.
o Repeated visits build meanings and values
associated with the park.

21. …individuals who are emotionally, cognitively,
or functionally attached to a place will act to
protect that place.

22. …research has shown this is true in
several different contexts including
parks, protected areas, and recreation
landscapes.

23. …we are willing to fight
for places that are more
central to our
identities…this is
especially true when
important symbolic
meanings are
threatened by
prospective change…
Richard Stedman

24. The Role of Interpretation in
Defining and Communicating Place
SENSE OF PLACE

26. …outside interests have a role in shaping
cognition, through shaping the physical
landscape, through interpretation of the
landscape…
Richard Stedman 2002

27. Interpretive planning constructs a thematic
framework overlaying space and time.

28. The interpretive framework includes not only an
inventory of places and resources (such as rare
species or biodiversity) within a space, but also
identifies a diversity of meanings and values
associated with each place.

29. …the visitor’s
chief interest is in
whatever touches
his personality,
his experiences,
and his
ideals…Freeman
Tilden

30. “…to reveal the
beautiful truths that
lie behind the
appearances.”
Freeman Tilden

31. You go away for a long time and return a different person – you never
come all the way back…Paul Theroux
THE EXPERIENTIAL TRAVELER

32. Consumers (tourists) favor consuming
experiences over traditional goods and
services.
Anticipation is often more important than
the actual consumption of the travel
experience .
Experiences are memorable.
The Experience Economy

33. Experiences are as distinct from services as
services are from goods…Joseph Pine &
James Gilmore

36. Travel is ephemeral; the travel experiences
are everlasting.

37. Inherited Experiences

38. Experiential Tourism
• Experiential tourism depends on inherited
rather than fabricated or artificial resources.
• The inherited resources that underpin
experiential tourism include cultural,
historical, and ecological resources.
• Within culture we include resources such as
art, music, food, dance, religion, architecture,
traditions, stories and myth, and traditional
clothing.

39. Experiential Tourism
• Authentic
• Depends on inherited resources
• Benefits locality
• Enlightening (transformational)
• Sustainable
– Society
– Ecology
– Economy
• Experience, rather than price, driven

40. Heritage Tourism
• 78% of all U.S. leisure travelers participate in
cultural and/or heritage activities while
traveling, translating to 118.3 million adults
each year.
• With cultural and heritage travelers spending
an average of $994 per trip, they contribute
more than $192 billion annually to the U.S.
economy.

41. Heritage Tourism
• Other cultural and heritage activities
identified by travelers include visiting historic
sites (66%);
• Attending historical re-enactments (64%);
• Visiting art museums/galleries (54%);
• Attending an art/craft fair or festival (45%);

42. Heritage Tourism
• Attending a professional dance performance
(44%);
• Visiting state/national parks (41%);
• Shopping in museum stores (32%);
• Exploring urban neighborhoods (30%).
• The vast majority of these travelers (65%) say
that they seek travel experiences where the
“destination, its buildings and surroundings
have retained their historic character.”

43. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

44. Inherited Experiences

45. Inherited Experiences

46. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

47. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

48. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

49. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

50. Inherited Experiences

51. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

52. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

53. Inherited Experiences

54. The Pathway to Nature
OUTDOOR RECREATION

55. Outdoor Recreation
• Outdoor recreation trips contribute $243
billion in retail sales and create a $379 billion
ripple effect for a total contribution of $622
billion into our economy.
• Department of the Interior managed lands
contributed more than $44 billion in economic
activity and supported more than 388,000
jobs – many in rural areas.
• Department of Interior spent $214 million in
land acquisition in 2010 that yielded $442
million in economic activity and around 3,000
jobs.

56. Outdoor Recreation
Outdoor recreation
can create an
additional 100,000
to 200,000 US jobs
with magnified
impact in rural
communities.

57. 2011 Outdoor Participation
• 11.5 billion outdoor outings.
• 81.9 average outings per participant.
• In 2011, outdoor recreation among Americans
reached the highest participation level in the
last five years.

58. 2011 Outdoor Participation
• Nearly 50 percent of all Americans ages six
and older, or 141.1 million individuals,
participated in at least one outdoor activity in
2011, making 11.5 billion outings.
• In fact, last year, Americans enjoyed 1.4 billion
more outings than the previous year.
compared to 2010, participation in outdoor
activities increased slightly among all age
groups from 6 to 44, while participation
among those ages 44 and up remained
relatively flat.

59. Most popular adult outdoor activities
By Participation rate, ages 25+
• Fishing (fresh, salt and fly)
– 15.1% of adults, 31.2 million participants
• Running, jogging and trail running
– 14.8% of adults, 30.6 million participants
• Camping (car, backyard and RV)
– 12.7% of adults, 26.1 million participants
• Bicycling (road, mountain and BMX)
– 12.4% of adults, 25.5 million participants
• Hiking
– 11.8% of adults, 24.2 million participants

60. Most popular adult outdoor activities
By Frequency of Participation, ages 25+
• Running, jogging and trail running
– 93.5 average outings per runner, 2.9 billion total outings
• Bicycling (road, mountain and BMX)
– 52.2 average outings per cyclist, 1.3 billion total outings
• Triathlon (traditional/road and non-traditional/off road)
– 48.3 average outings per participant, 60.5 million total
outings
• Birdwatching
– 39.1 average outings per birdwatcher, 405.2 million total
outings
• Skateboarding
– 32.9 average outings per skateboarder, 37.3 million total
outings

61. Fastest Growing Outdoor Recreations
• Adventure Racing: 15.8%
• Hunting (bow): 24.5%
• Kayaking (recreational): 31.9%
• Kayaking (white water): 24.5%
• Running/jogging: 23.3%
• Skiing (cross country): 12.2%
• Skiing (free style): 34.3%
• Snowshoeing: 40.7%
• Telemarking (downhill): 46.3%
• Triathlon (non-traditional/off road): 17.8%
• Triathlon (traditional/road): 28.2%

62. • More than 90 million U.S. residents (16 years old and
older) participated in some form of wildlife-related
recreation in 2011. Participation is up 3 percent from
five years earlier. The increase was primarily among
those who fished and hunted.
• Wildlife recreationists spent $144.7 billion in 2011 on
their activities, which equated to 1 percent of the
Gross Domestic Product. Of the total amount spent,
$49.5 billion was trip-related, $70.4 billion was spent
on equipment, and $24.8 billion was spent on other
items such as licenses and land leasing and
ownership.

63. • The number of sportspersons rose from 33.9 million
in 2006 to 37.4 million in 2011. The data show that
33.1 million people fished, 13.7 million hunted, and
71.8 million participated in at least one type of
wildlife-watching activity such as observing, feeding
and photographing wildlife.

64. What’s in the warehouse?
THE INVENTORY

65. “Do what you can
with what you
have where you
are.”
Theodore Roosevelt

66. But How Do I Choose?

67. The Hedgehog Concept
Good to Great
Passion
Power
Proficiency
Profit

68. The inventory of places includes points of
interest, thematic punctuation, interpretive
potential, and engagement.

69. Mastering the business of place
THE MATRIX OF OPPORTUNITY

70. Matrix of Opportunity
Tourism is a means to an end, and not an
end unto itself in the Matrix of
Opportunity.
Tourism is used to move people to place,
the masses to messages, and markets to
merchandise.

72. • Experiential tourism attracts the
public to places!

73. • Experiential tourism
moves masses to
messages.

74. • Experiential
tourism is the
mechanism by
which we attract
the markets to
merchandise.

75. The Matrix of Opportunity
• Experiential tourism allows the region to
utilize existing resources (nature, culture,
history) to attract additional travelers.
• These travelers will invest in a variety of
amenities that are valued by residents as well.

76. The Matrix of Opportunity
• As the amenity base (or quality of life)
improves, the region will be better positioned
to attract high-end industries that would have
chosen or fled elsewhere.
• Combined with specific efforts to develop a
diversity of local products and services for this
travel market, regional residents have much to
gain.

77. Where Do I Start?

78. • $ Generated
• Jobs Created
• Acres Conserved
• Communities Stabilized
• Children Educated
• Infrastructure
• Acquisition
• Sustainable Development
• Baselines
• Gap Analysis
•Public Lands
•Private Lands
•Recreation
•Activities
•Infrastructure
•Education
•Outreach
•Communities
•Experiences
•Stakeholders
Inventory
Assessment of
Opportunities
Measures of
Success
Implementation

79. Economic Impacts
• Direct: visitor spending that directly supports
the jobs and income of people and firms that
deal directly with the visitor.

80. Economic Impacts
• Indirect: changes in sales, income, or jobs in
regional sectors that supply goods and
services to the recreation/tourism industries.
• Induced: increased sales within the region
from the household spending of the income
earned in the tourism and supporting sectors.

81. Economic Impacts
• Environmental: the changes in regional quality
of life indicators as a result of tourism
developments.
– Positive
– Negative
• Enabling: enabling communities to attract
compatible industries with improved quality
of life.

82. Sales Multiplier
• Traditional sales
multiplier: direct sales +
indirect sales + induced
sales/direct sales
• Example:
20+30+40/20=4.5
• Modified by capture
rate and leakage
• Simple Input/Output
(I/O) Model (Implan or
MGM)

83. Sustainable Sales Multiplier (SSM)
Sustainable sales multiplier:
• Modified direct sales +
• Indirect sales +
• Induced sales +
• Socio-enviro benefits +
• Enabling benefits /
• Direct sales

84. Matrix of Opportunity
1. Delineate Zone of Influence
2. Identify natural, cultural, and historical
resources within the region (ZOI).
3. Identify products and services that
authentically reflect the nature, culture, and
history of the region.

85. ZOI Boundaries
• Traditional (convention)
• Socio/Cultural
• Geopolitical
• Ecological
• Geological

86. Matrix of Opportunity
4. Interpret the resource inventories to shape,
fashion, direct, and qualify travel to and
within the region.
5. Develop travel and tourism marketing
strategy to move specific markets to these
destinations, products, and services via
interpretation.
6. Marketing goods and services from the
region, particularly post-travel.

87. Matrix of Opportunity
7. Use interpretive content and media to signal
specific goods and services that reflect the
nature, culture, and history of the region.
8. Formulate strategy to enhance and develop
broader array of destinations and events to
offer the traveling public.
9. Formulate strategy to enhance and develop
broader array of goods and services to offer
the traveling public.

88. Matrix of Opportunity
10. Use experiential travel as an identity (brand)
builder for the region.
11. Use new brand or identity in expanding
products and services beyond local
distribution to a broader market
(exportables).
12. Use expanded amenity base (quality of life)
to reposition the community or state to
attract compatible industries and jobs.

89. MESSAGE AND MEDIUM
89

90. It is the framework
which changes with
each new technology
and not just the
picture within the
frame...
Marshall
McLuhan

91. Traditional Technologies
• Print
• Radio
• Television
• Interpretive
Signage
• Interpretive print
(guides,
brochures, maps)
• Audio guides

92. Traditional Digital Media
• Web
• Weblog
– Itineraries
– Maps
– Guides
– Audio
– RSS Feeds

93. Emerging Media
• Google Earth
• Location-aware media
• SmartPhone apps
• Codes/Tags
• NFC
• Streaming
• HTML 5
• Emerging hardware
• Transponders

94. Smart Phones
• Stream (web-based)
– Web
– Download (pdf)
• Apps
– Iphone
– Android
– Blackberry

95. Lands
Inventory
Recreational
Opportunities
Goods and
Services
Engagement
Strategies
Core
Constraints
Competencies
Stakeholders

96. Baselines
Assess
Opportunities
Gaps
Constraints

97. Inventory
Plan
Assessment
Programs
• Recreation
• ED
• Engagement
• Training
• Investment
Adjustment
Markers
Measures of
Success

98. $ Generated
Measure
Success
Jobs Created
Acres
Conserved
Children
Educated
Communities
Stabilized

99. THE SUSTAINABLE TOURISM
CLUSTER

100. High
Volume,
High
Impact,
Low Yield
Low
Volume,
Low
Impact,
High Yield

101. Tourism Types
• High volume, high impact, low yield (cruise ships, all-inclusive
resorts).
• Low volume, low impact, high yield (ecotourism,
heritage tourism).
• Tourism research uses the term “McDonaldization”
when addressing mass tourism such as cruise ships
and resorts. In our work we use a similar term –
Walmartization.
• This form of tourism has low per-passenger yields,
therefore demands high volumes. High volumes
inherently inflict high impacts on destinations.

102. Venue/Resource
Food, Lodging,
Transportation
Rental
Retail Outfitter/Guide
Manufacture
Wholesale

103. Sustainable
Development
• Resource Protection
and Restoration
• Community
Revitalization
Market Forces
• Experiential
Tourism
• Outdoor Recreation
• Restoration
Economics
Core
Competencies
• Planning and Design
• Education and
Interpretation
• Communication and
Marketing
• Technology
• Policy
• Finance

104. Today’s Presentation
http://portal.sliderocket.com/AFBXC/spacef
orplacemaster

105. Ted Lee Eubanks, Founder and President
PO 5485
Austin, Texas 78763-5485
(512) 391-0095
www.fermatainc.com
tedleeeubanks@fermatainc.com
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