Community Builder Facilitated Strategy Session: Focus on Regional Development

Henrik Trygg/imagebank.sweden.se

Russell Walters | December 2016

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • Objectives

Understand importance of community: Success stories from 1 destinations that have built local industry cohesion

Develop strong relationships and cohesion amongst

2 stakeholders in the Rio Blanco region

Jointly better understand the needs, concerns, and priorities 3 for all

Bring key players together to align on priorities and focus for 4 advancing the adventure travel economy in Rio Blanco

5 Establish a Framework and plan to keep things moving

forward

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • WHY IS COMMUNITY IMPORTANT?

Tourism in New Zealand: Why? • Worth $18.6 billion & 9% of GDP • Innovation • No1 Export earner • Cooperation • 10% of population work in tourism • Performance • Top 5 ATDI Destination • Image

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • WHAT DO WE MEAN BY “COOPERATION”?

Examples of cooperation in adventure tourism supply chains: • Product design • Marketing and promotion • Raising standards • Destination Management

“Cooperation between

different adventure operators is vital for a successful adventure destination.”

“Much cooperation is grass roots based, usually involving managers and operators of similar activities.”

-Cloke & Perkins, 1998 ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • Fredrik Broman/imagebank.sweden.se CASE STUDY: QUEENSTOWN

Queenstown, New Zealand “Adventure Capitol of the World”

‘40s ‘50s ‘60s ‘70s ‘80s ‘90s

•1940s - Scenic Hiking Trails

•1950s - Mount Cook Group – Commercial Skiing

•1970 - Commercial Jet-Boating 2016

•1970s - White Water Rafting

•1980s - Initial collaboration between competitors. Challenge Rafting and Queenstown Rafting

RIO BLANCO RIO BLANCO •1988 - First Commercial Bungee Jumping

•1990 - Tandem Parachuting

•1990s - Combo- packages – Awesome Foursome

•1990s - ‘Queenstown Adventure Group’ & Outdoor NZ & Tourism Industry Association

ADVENTURE EDU | | EDU ADVENTURE • CASE STUDY: QUEENSTOWN

“Queenstown promotion came up with scenery, free walks, wineries and passive adventure – we perceived that that wasn’t really why people were coming here so we said, why don’t we start a group ‘adventure capital of the world.” - Nick Flight, Shotover Jet

•Adventure travel community keeps brand alive. It is the brand. • 70 Adventure Travel Businesses, 220 activities, Combo packages • Queenstown Resort College – Diploma in Adventure Tourism • 1.4 million Visitors Per Year

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • CASE STUDY: WILD ATLANTIC WAY

Development Goals • Long distance touring route • Increase visitor numbers, dwell time, spend and satisfaction along the route • Re-package Atlantic seaboard as a destination to overseas and domestic visitors • Improve linkages

• Improve interpretation • Direct visitors to less-visited areas • Build on work completion

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • CASE STUDY: WILD ATLANTIC WAY

•Challenges •Solutions • Raising awareness • Experience Development Plan • Shoulder season extension o Action plans for 2-3 years • Regional spread of visitors o Geographic o Thematic

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • AGREEMENTS & COMMITMENTS

Enabling Effective Cooperation

1. Choice - Choose your level of involvement, participation & disclosure 2. Be Open to Outcomes - When we are open, unforeseen possibilities are available to us 3. Speak Your Truth - Speak your truth while being respectful of others.

Speak for yourself and from your experiences using “I” statements 4. Listen to Understand - Listen for understanding rather than to respond 5. Be Present - Be on time and be fully present 6. Tend to Safety - Honour confidentiality. Seek and gain permission before continuing or making reference to a conversation

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • AGREEMENTS & COMMITMENTS

Hatfield-McCoy West Virginia

The concept of an economic development project for distressed southern West Virginia was put into action in the early 1990s. Development of the first three trails concluded in 2000 and the Hatfield-McCoy Trails officially opened in October of that year with roughly 300 miles of trails. The long- term plan includes a goal of offering riders approximately 2,000 miles of trails in

total, spanning all nine project counties

The Hatfield-McCoy Trails also provide benefits to land owners through public-private partnerships. Continual development of the Hatfield-McCoy Trails will continue to improve the aesthetic value of the area and promote additional development in many other sectors of the local economy.

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • •ADVENTURE EDU | NEW BRUNSWICK 2016 BREAK

WHAT DO WE HAVE IN

COMMON

30 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • Tapping Group Travel, Specialty Markets & CTO Resources

30 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • •ADVENTURE EDU | NEW BRUNSWICK 2016 LUNCH

SWITCHING ON YOUR

REGION

What are three key opportunities 1 you wish to capitalize on?

30 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • VISUALIZATION EXERCISE

What will success look like for the adventure travel sector in Rio Blanco?

•In 2026 you read a travel review describing the type of tourism which you have become best known for, praising the businesses and attractions which make up the local tourism industry.

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • •ADVENTURE EDU | RIO BLANCO 2016 VISUALIZATION EXERCISE 3 2 1

Individually outline your version your Individually outline conclusions key present and Pick a favorite and refine 3,share Groups of 20 MINUTES

DREAM KILLERS Interactive Small Group Discussion

Understand the challenges facing you and your

1 Adventure Travel colleagues in Rio Blanco

Identify obstacles that will stop you from achieving your 2 vision for the industry – ‘The Dream Killers’

20 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • DREAM KILLERS Obstacles in Our Path

TRANSPORTATION & ACCESS For Visitors - Reality

ENTREPRENEURSHIP & INNOVATION Regional Assistance

INFRASTRUCTURE Roads, Airports, Airlift, Accommodation, Trails, Maps, Equipment

OPERATORS & OUTFITTERS Professional Networks

MARKETING & AWARENESS

Brand and Reach

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • •ADVENTURE EDU | RIO BLANCO 2016 1

sector in Rio Blanco Rio in sector to will support Establish achieve success for the for success achieve Adventure Travel NEXT STEPS a set of of a set your colleagues colleagues your 20 MINUTES actions (an agenda) which which agenda) (an actions

and the industry industry the and

TAKING ACTION

Your Personal Commitment: What are you 1 willing to do to support the development of the

Adventure Travel Sector in Rio Blanco?

Collective Commitment: What can we do 2 collectively

20 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE • MEASUREMENT

How will we measure success? Who will hold 1 us accountable?

20 MINUTES

ADVENTURE EDU | RIO | 2016 EDU BLANCO ADVENTURE •

Thank You!

AdventureEDU is a service of the Adventure Travel Trade Association

Learn more at: www.AdventureTravel.biz