Henrik Trygg/imagebank.sweden.se Community Builder Facilitated Strategy Session: Focus on Regional Development Russell Walters | December 2016 ADVENTURE EDU | RIO2016 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 | RIO2016 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 | RIO2016 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 | RIO2016 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 •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 | RIO2016 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 | RIO2016 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 | RIO2016 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 | RIO2016 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 | RIO2016 EDU BLANCO ADVENTURE • •ADVENTURE EDU | NEW BRUNSWICK 2016 BREAK WHAT DO WE HAVE IN COMMON 30 MINUTES ADVENTURE EDU | RIO2016 EDU BLANCO ADVENTURE • Tapping Group Travel, Specialty Markets & CTO Resources 30 MINUTES ADVENTURE EDU | RIO2016 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 | RIO2016 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 • VISUALIZATION EXERCISE 1 Individually outline your version 2 Groups of 3, share and refine Pick a favorite and present key 3 conclusions 20 MINUTES ADVENTURE EDU | RIO2016 EDU BLANCO ADVENTURE • 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 | RIO2016 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 | RIO2016 EDU BLANCO ADVENTURE • NEXT STEPS Establish a set of actions (an agenda) which will support your colleagues and the industry 1 to achieve success for the Adventure Travel sector in Rio Blanco 20 MINUTES ADVENTURE EDU | RIO2016 EDU BLANCO ADVENTURE • 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 | RIO2016 EDU BLANCO ADVENTURE • MEASUREMENT How will we measure success? Who will hold 1 us accountable? 20 MINUTES ADVENTURE EDU | RIO2016 EDU BLANCO ADVENTURE • Thank You! AdventureEDU is a service of the Adventure Travel Trade Association Learn more at: www.AdventureTravel.biz © 2016 Adventure Travel Trade Association. All Rights Reserved. .