052115 set presn_complete_fnl
TRANSCRIPT
Keeping It Real Experience-‐Driven Travel
Opportuni4es for Nevada
May 21, 2015
SUPER IMPRESSIVE NUMBERS ✓ $263b (B!) annually in 2013, up from $89b in 2009 ✓ 36 years old – Mature Millennial ✓ 4-‐year degree ✓ $46,800 avg. income ✓ $947 per trip, excluding airfare and gear – 10 days
BIG PICTURE: Experience-‐Driven Adventure Travelers
EXPERIENCE-‐DRIVEN TRAVELERS LOVE WHAT NEVADA OFFERS ✓ Millennials significantly more likely to explore ✓ New cultures ✓ Enhancing relaYonships ✓ New cuisines ✓ Pursuing hobby or sport
EXPERIENCE-‐DRIVEN ADVENTURE TRAVELERS: Who Are They?
THE ERA OF THE ‘EXPERIENCE ECONOMY’
Agrarian Economy
↓
Goods-‐based Economy = tangible
↓
Service Economy = intangible
↓
Experience Economy = memorable
THE EXPERIENCE ECONOMY
AUTHENTIC: ü Of undisputed origin or authorship; genuine ü Accurate in representaYon of the facts; trustworthy;
reliable
KEEPING IT REAL
FIVE GENRES OF AUTHENTICITY
ü Natural ü Original
ü ExcepYonal
ü ReferenYal
ü InfluenYal
FIVE GENRES OF AUTHENTICITY*
* From “Authen0city” by Jim Gilmore and Joe Pine
ICEHOTEL – Jukkasjärvi, 200km North of the ArYc Circle
REAL PEOPLE – Grand Canyon and FlightLinez Bootleg Canyon
NATIONAL COWBOY POETRY GATHERING
It’s a gathering, not a fesYval It’s about contemporary western ranching life, not the Old West As with life, it’s dynamic and changes
CULTURE FIRST, STRATEGY SECOND • Every person on your team defines who your company is
• Culture is a core asset, just as important as customers
• “Culture eats strategy for breakfast” – Peter Drucker
CULTURE CAN’T BE FAKED
THINK LEMONADE — Loneliest Road in America
TOP TRAVEL COMMUNITIES: * 2013 MMGY Global/Harrison Group Portrait of American Travelers
• TripAdvisor (67%)
• Facebook (32%)
• YouTube (19%)
• Frommer’s (14%)
• Google+ (13%)
• Fodor’s (13%)
• Lonely Planet (12%)
• Twiuer (9%)
• Pinterest (9%)
• Instagram (6%)
WHAT ARE THEY LOOKING AT? — Top Info Sources
CULTIVATING YOUR TRIBE
MARKETING IS INHERENTLY INAUTHENTIC
ü Corporate BS will send your customers running
ü Be clear and concise
ü Be transparent
ü Align your markeYng messages to your brand
ü Alignment starts with understanding.
ü Understanding starts with communicaYon .
ü Figure out your core brand values, then hammer it home.
FIND YOUR VOICE
EXAMPLES?
• Rewarding people only for good reviews
• Taking down bad reviews or negaYve posts on social media
• Implying “resort-‐like” when it isn’t or “luxury” when it isn’t
• Green-‐washing
HOW NOT TO DO IT — Be Human, Be Honest
ü Don’t say, just be!
ü Forget monitoring, try listening
ü Share a real backstory – and it doesn’t have to be preuy
ü Find your accidental spokespeople
ü Demonstrate your humanity
ü Engage instead of counYng impressions
DOs & DON’Ts
DO… ü IdenYfy your audience
ü Speak with, not at them
ü Match your messages and voice across all communicaYons
ü Learn the vernacular and use it
ü Make yourself an expert on the subject/acYvity, not just on your
product or desYnaYon
ü Hire a pro!
DOs & DON’Ts
DON’T… ü Sell out to stakeholders’ wishes or naysayers’ criYcism
ü Hire actors when you have the real thing
ü Try to be all things to all people
ü Forget your audience
DOs & DON’Ts
GRAVEL + NEVADA :: GRAVELNEVADA
ü Develop statewide network around Nevada’s vast network of gravel roads.
ü Build tourism initiative that invites and inspires adventure cyclists to explore the Silver State by bicycle.
NEVADA GROWN - GravelNevada
ü Non-event: Distinct from other “gravel” products, particularly midwest group gravel rides
GRAVELNEVADA PRODUCT DEVELOPMENT OVERVIEW Tiered program, based upon cyclists demographics and psychographics: Tiered Distances:
o Easy (+/-‐5 miles, 1-‐2 hrs.) o Medium (+/-‐50 miles, 4-‐6 hrs.) o Extreme (+/-‐150 miles, mulY-‐day)
Defined Adventures:
o Pleasure Rides o Fishing Rides o Adventure Rides o HunYng Rides o Birding Rides o Ghost Town Rides o Hot Springs Rides o Camping Rides
GRAVELNEVADA: The Goods
GRAVELNEVADA: The Goods – Lamoille Canyon Run
GRAVELNEVADA: The Goods — AusYn Area Run
GRAVELNEVADA: The Goods — Ash Springs Run
GRAVELNEVADA PRODUCT Development Punch List
✓ Determine stakeholders o NDOT o TravelNevada o NDOW o State Parks o Dept. Health & Human Services o BLM o IMBA? o Cycling evangelists (statewide)
✓ Gather/analyze primary and secondary research to determine validity of concept
✓ Finalize routes based upon Adventure types
GRAVELNEVADA: FoundaYon Building and What’s Next
GRAVELNEVADA – PUNCH LIST Determine/Develop
✓ MarkeYng campaign ✓ Budgets ✓ Map and mobile applicaYon ✓ Public relaYons media outlets ✓ Publicity/tour operator fam tours ✓ Website ✓ Photography and video library ✓ IdenYfy and network with appropriate cycling related
events and acYviYes to promote GravelNevada
FOUNDATION BUILDING GravelNevada: Next
INTERMISSION
BETHANY DRYSDALE – DIR. OF PUBLIC RELATIONS [email protected] (775) 687-‐0647 GREG FINE – DIR. OF MARKETING [email protected] (775) 687-‐0644
LET’S TALK!