space for place ohio 2014

space for place

Ted Lee Eubanks Founder & President

The Nature of Place

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

…an unknown physical setting is a “blank space” that only becomes a “place” as it is

endowed with meanings through lived experiences.

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

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

o Environment refers to the biophysical components of landscapes;

o These components exist regardless of the types of human connections to them.

Place

o Cognitiveo Logicalo Factualo Objectiveo Discrete

Space

o Affectiveo Perceivedo Emotionalo Judgmental

Space

o Opinionatedo Subjectiveo Amorphouso Conjecturalo Shared

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

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.

Place Identity

Hello!

My name is _________I am from __________

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.

Place Satisfactiono Once of the factors that can play 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.

…individuals who are emotionally, cognitively, or functionally attached to a place will act to

protect that place.

…research has shown this is true in several different contexts including

parks, protected areas, and recreation landscapes.

…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

SENSE OF PLACE

The Role of Interpretation in Defining and Communicating Place

Sense of Place

Affective

CognitiveFunctional

…outside interests have a role in shaping cognition, through shaping the physical landscape, through interpretation of the

landscape…

Richard Stedman 2002

Interpretive planning constructs a thematic framework overlaying space and time.

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.

…the visitor’s chief interest is in whatever touches

his personality, his experiences, and his ideals…Freeman Tilden

“…to reveal the beautiful truths that

lie behind the appearances.”

Freeman Tilden

THE EXPERIENTIAL TRAVELER

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

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

Experiences are as distinct from services as services are from goods…Joseph Pine &

James Gilmore

Travel is ephemeral; the travel experiences are everlasting.

Nature

Culture

Resources

History

Inherited Experiences

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.

Experiential Tourism

• Authentic • Depends on inherited resources • Benefits locality • Enlightening (transformational) • Sustainable– Society– Ecology– Economy

• Experience, rather than price, driven

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.

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%);

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.”


• Nature• History• Culture– Food– Music– Art

OUTDOOR RECREATIONThe Pathway to Nature

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.

Outdoor Recreation

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

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.

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.

Most popular adult outdoor activitiesBy 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

Most popular adult outdoor activitiesBy 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

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%

• 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.

• 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.

THE INVENTORYWhat’s in the warehouse?

“Do what you can with what you have where you are.”

Theodore Roosevelt

But How Do I Choose?

The Hedgehog Concept

Good to Great

Passion

Power

Proficiency

Profit

The inventory of places includes points of interest, thematic punctuation, interpretive

potential, and engagement.

THE MATRIX OF OPPORTUNITYMastering the business of place

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.

Tourism

The Experienc

e

The Message

The Merchandi

seResources

Quality of Life

Diversified Economy

• Experiential tourism attracts the public to places!

• Experiential tourism moves masses to messages.

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

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.

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.

Where Do I Start?

• $ 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 SuccessImplementation

Economic Impacts

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

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.

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.

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)

Sustainable Sales Multiplier (SSM)

Sustainable sales multiplier: • Modified direct sales +• Indirect sales +• Induced sales + • Socio-enviro benefits +• Enabling benefits /• Direct sales


1. Delineate Zone of Influence2. 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.

ZOI Boundaries

• Traditional (convention)• Socio/Cultural• Geopolitical• Ecological• Geological


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.


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.


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.

MESSAGE AND MEDIUM

89

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

Marshall McLuhan

Traditional Technologies

• Print• Radio• Television• Interpretive

Signage• Interpretive print

(guides, brochures, maps)

• Audio guides

Traditional Digital Media

• Web• Weblog– Itineraries– Maps– Guides– Audio– RSS Feeds

Emerging Media

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

Smart Phones

• Stream (web-based)– Web– Download (pdf)

• Apps– Iphone– Android– Blackberry

Inventory

Lands

Recreational Opportunities

Goods and Services

Engagement Strategies

Core Competencie

s

Stakeholders

Constraints

Assess

Baselines

Opportunities

Gaps

Constraints

Plan

Inventory

Assessment

Programs• Recreation• ED• Engagement• Training• Investment

Measures of Success

Adjustment Markers

Measure Success

$ Generated

Jobs Created

Acres Conserved

Communities Stabilized

Children Educated

THE SUSTAINABLE TOURISM CLUSTER

High Volume,

High Impact,

Low Yield

Low Volume,

Low Impact,

High Yield

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.

Venue/Resource

Food, Lodging, Transportation

Rental

Outfitter/GuideRetail

Wholesale

Manufacture

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

Today’s Presentation

http://portal.sliderocket.com/AFBXC/spaceforplacemaster

space for place ohio 2014

Travel

nature of place

place identityo place

placesense of place

place identityhello

o place theorists

inherited resources

heritage tourism

o environment