Global youth economic opportunities summit

Global Youth Economic Opportunities Summit
Unleashing Young People to Improve Rural Economies through Tourism and Social Media 1
Unleashing Young People to Improve Rural Economies through Tourism and Social Media
Peter H. Hackbert, Kheri Williams, Caroline Hughes
Berea College, Entrepreneurship for the Public Good Program
Abstract
Through a case study featuring program participants, this workshop will share learning lessons on how
to design youth training programs on social media that increase employment opportunities for young
people while simultaneously developing rural economics by driving traffic to local tourism industry.
Learning Objectives:
Recognize that youth, given their familiarity with social media devices and tools can capture the stories
and narratives that can have economic and social impact in their communities.
Opening
Get attention
Bridge to the topic
Core message – Youth can use social media devices/tools to capture narratives that change their
community
Announce the structure - 5 Key points in 30 minutes and Time for Q&A
Bridge to the topic
Who are we?
Where do we do our work?
Why is this important?
Key Point #1
After assessing community needs we use the power of social media to record community-assets and
narratives.
Key Point # 2
We have mapped the community-based assets of interest to travelers and tourists
Key Point # 3
We identified, traveled to and studied how small rural Appalachia communities linked community assets
and adventure tourism purchasing power and travel opportunities to segmented tourists.

Key Points #4
Using personas, or typical representative tourist we have demonstrated to civic leaders the value of
tourism in their communities.
Key Point # 5
These techniques are easily replicable in your community by youth. The experience changes the lives in
the community and in the social media storytellers
Conclusion –
We looked at…
Restate the core message – youth use social media devices / tools can capture narratives that their
community
So, what we would like you to do is….
Attention Getting Announcement
KHERI
Slide 1 - Welcome. I am Kheri Williams from home town, year in school, and major, and I am Carolina
Hughes from home town, year in school, and major, and I am Peter H. Hackbert, Professor and Director
of EPG at Berea College. Many of you may be unfamiliar with Berea College. So here…..
KHERI
Slide 2 ….We are in Washington DC and thus we will draw upon what Washington Monthly in 2014 said.
Here are three little known facts:
1) Berea is ranked the third best liberal arts colleges in the country;
2) Among liberal arts schools Berea was ranked No. 1 for top social mobility;
3) And, in May 2014, Fortune recognized Berea College as the “most affordable elite college in the nation.”
Our distinction as “most affordable” is due largely to our policy of not charging students tuition, because
every student earns a 4-year Tuition-Promise scholarship.
Bridge to the Topic
CAROLINE
Slide 3 - We are members of the interdisciplinary multi-year student cohort competitively selected to be
participants in the Entrepreneurship for the Public Good Program. We are learning what it takes to be an
entrepreneurial leader in the context of creating economic development outside the classroom. You can
see that the EPG Program defines “Entrepreneurial Leadership” here, but what is most significant are the
phrases “in a community…influence others in that community…and realizing that change.”

SHOWN ON THE SLIDE….."A process when one person or a group of people in a community
originate an idea or innovation for a needed change and influence others in that community to commit
to realizing that change, despite the presence of risk, ambiguity, or uncertainty".
Dr. H
Slide 4 Let’s show you the communities. The red dot is where Berea College is located adjacent the white
area or the Appalachian Region. The red circle is the rural communities where EPG does it’s work.
Twelve years ago, EPG was created in response to challenges articulated by the Appalachian Regional
Commission. The belief was then, that the best hope for stabilizing and diversifying Appalachia’s
economy lies in the creation and expansion of businesses that provide jobs, build local wealth and
contribute broadly to community economic development. EPG was launched as a means for revitalizing
Appalachian communities.
Dr. H
Slide 5 - While most of you may live in an urban environment, nearly 20 percent of the United States
population resides in rural areas. In the Appalachian region 42 percent of us reside in rural communities,
more than twice the national average. The industrial mix of rural areas has historically been heavily
reliant on such industries as coal, timber, agriculture, and manufacturing. The employment in these
industries has steadily and rapidly declined. The results are startling.
Here is a listings of some of the nine counties where we work and note the population range. Our
counties are smaller than most of the cities you live in. But what is more startling are the declining
populations since 2000 and the small size of the county seats.
Dr. H
Slide 6 – The red area here marks the counties in the Appalachian region designated as “distressed.”
"Distressed" means poverty and unemployment rates that outpace the national average 1.5 times, and per
capita income falls two-thirds below the national average. So this gives you a sense for the challenges
confronting our communities.
Dr. H
Slide 7 - Kentucky is divided into development districts and we have worked for six years in one of them,
returning each summer as we develop our entrepreneurial leadership skills. Five of the eight counties are
“coal counties,” which means that the primary economic engine was dependent on coal removal and thus
coal mining jobs and the associated services provided both the employment opportunities and the tax
base for the county services. In the last five years the type of coal mined in the district has shifted
significantly and Kentucky coal mine underground, surface and preparation plants employment has
declined, in some counties, by 25 to 35%.
KHERI
Slide 8 – We looked to the Appalachian scholars and what they could share with us.

KHERI
Slide 9 - University of Kentucky scholar Ron Eller, focused our attention on tourism, heritage, and
preservation of rural traditions, protection of sensitive natural resources and as an alternative economy
with this quote:
SHOWN ON THE SLIDE….."…growing popularity of ecotourism and heritage
tourism…contained the potential for building an alternative economy, one that promised
greater monetary returns for local residents, the preservation of rural traditions, and the
protection of sensitive natural resources.
CAROLINE
Slide 10 - For the last six years we have collaborated with community partners to uncover the craft
traditions, musical history, heritage, and natural beauty as community assets.
CAROLINE
Slide 11 – We have driven the roads, investigated the hills and the hollers.
CAROLINE
Slide 12 – Discovering rainforest landscape in Appalachia, we have learned that the flora of the region is
among the richest in the country, home to a wide variety of trees and plants….
CAROLINE
Slide 13 - …Spruces, firs, hemlocks, pines, and a variety of deciduous trees, which characterize the region.
Dr. H
Slide 14 – However, while the Appalachian region is abundant in natural resources and rich in potential,
the region lags behind the rest of the nation... its people have not shared properly in the nation’s
prosperity. After the 2010 census, the poverty rate number in ARC Kentucky was 15.8%, against 13.6%
across the broader Appalachian region, 12.4% nationally, resulting in a poverty rate 127.8% of the
national average.
Dr. H
Slide 15 - After the 2010 census, the number of high school completions was 74.1 in ARC Kentucky
compared to 76.8 across the broader Appalachian region, and 8 of 10 in the nationally. For college
completions, ARC Kentucky was 17.1%, in ARC Kentucky 17.4 and ¼ of the national population
completes college.

Dr. H
Slide 16 – The district we work in reports that 33% of the country residents have incomes below the
poverty levels. This is a much higher rate than state (17.3%) and national averages (13%) in number of
households below the poverty level.
Dr. H
Slide 17 – The district has loss 3% of its population from 2008 to 2010, while Kentucky saw an increase of
5.6% and an 8% positive increase in the US populations.
KHERI
Slide 18 – When we ask the local residents what three words best describe their county this is what we
hear.
KHERI
Slide 19 - When we ask the local residents what their county is best known for this is what we hear.
KHERI
Slide 20 – This is what we hear when we ask the local residents what three problems they believe need to
be solved.
Dr. H
Slide 21 – It is clear to us from our research that resilience is key.
Dr. H
Slide 22 - scholars use the term……Resilience …..“a very simple notion – things change – and to ignore or
resist this change is to increase vulnerability and forego emerging opportunities, and limit options.”
Dr. H
Slide 23 – So we have been studying opportunities and the growing popularity of heritage, ecotourism
and adventure tourism… aligned to the preservation of rural traditions, and the protection of sensitive
natural resources as one potential for building an alternative economy, one that promises greater
monetary returns for local residents.
CAROLINE
Slide 24 - We have been trained to get lost in these communities, so to speak, as we interacted with
working artists in studios, hiked trails, paddled rivers, and biked into small towns. Acting as observers,
we have talked to tourists and small business customers, and systematically reflected upon and reported
back on our observations.

CAROLINE
Slide 25 – We have designed “way finding techniques,” linking the history, heritage, music, interpretative
cultural content, and food in the local communities with self-guided cell and smart phone tours, thereby
increasing the visitor experience.
KHERI
Slide 26 – We have a particular ethos. We value locally owned over formula and national chain
establishments because local ownership matters for a number of reasons but for us, two stand out, greater
wealth and healthier residents. Researchers reports that there is a positive correlation between locally
owned small to medium-sized businesses and increasing community wealth, as measured by per capita
income growth. Second, counties and parishes with a greater concentration of small, locally-owned
businesses have healthier populations — with lower rates of mortality, obesity and diabetes — than
counties that rely on large companies with “absentee” owners, according to a national study.
KHERI
Slide 27 – Two summers ago, we organized “Why Buy Local?” campaigns to keep money in the counties
and build community.
KHERI
Slide 28 - … to recirculate the multiplier of dollars spent locally.
KHERI
Slide 29 - … to highlight and capture the local history, heritage and pride in the community.
KHERI
Slide 30 - …to illustrate the value of sustainability.
KHERI
Slide 31 - … and finally to generate and increase the local tax revenue per sales dollar.
CAROLINE
Slide 32 – While we were in these communities we observed the travelers and tourists, who were coming
into these communities for a variety of reasons. We noted these reasons, as well as where they were from,
average income, average age, group size, purposes of the trip, and use of digital devices. Most
importantly, we found that they reported and recommended stays to others.
Dr. H
Slide 33 – At about the same time economists at UC Berkeley and Harvard studied the impact of Yelp on
restaurant revenues, finding that positive reviews boost sales in independent restaurants as opposed to
chains. As a result, in markets with a high level of Yelp use, chains restaurants have lost customers. Social

media rating or user generated reviews affect customer flows and booking of establishments. Research
results saw an average of $8,000 in annual revenue across categories doing exceptionally well advertising
to purchase-minded consumers. Thus, social media was emerging as a valuable tool to increase local
business revenues.
KET POINT #1 - Social Media be a tool to develop an alternative economy in Appalachian
communities.
CAROLINE
Slide 34 – Tourism research told us that a large majority of consumers read online reviews before making
purchase decisions. We observed community partners and studied travelers, asking ourselves, “Could
Social Media be a tool for an alternative economy in Appalachian communities?”
Dr. H
Slide 35 – We looked “outside the building” and saw that some highly respected firms were seeking
social media interns and we unbundled the Grameen Foundation intern job descriptions and
requirements. We brought in professional consultants to help train us in social media strategies, tactics
and how to build social media campaigns with a time commitment for small business owners of no more
than 5 hours per week.
Dr. H
Slide 36 – We conducted five SOcial LOcal MObile community workshops with over 120 participants one
summer for small business owners and not-for-profit managers. Here is a very brief overview of some of
that content.
Dr. H
Slide 37 – Probably what is most important to this audience is that we used a Human Centered Design
approach, which meant we talked to, we visited small business owners, we studied their successful
Facebook, and Google + and Pinterest models and how they shaped their communications to specific
target market segments.
Dr. H
Slide 38 – Students sat next to our small business partners coaching and walking them through the
process of overcoming fear, resistance and acceptance of change to the new social media technologies.
Dr. H
Slide 39 – Some small business owners needed to register for several or one social media platform that as
aligned to their customers. Some needed help on how to properly set up an account on Pinterest, and
some had registered a business page on their personal Facebook Page.
KEY POINT # 2 - We mapped the community-based assets of interest to travelers and tourists

KHERI
Slide 40 – Two economic sectors were emerging as economic drivers that we kept discovering as we
traveled into eastern Kentucky – the adventure tourism segment and the outdoor recreation sector.
KHERI
Slide 41 - We asked - Is there evidence of interest on the part of adventure trail travelers to eastern
Kentucky? Here is what we discovered and mapped in one of our communities. Note the array of
adventure opportunities on the left and the places to visit on the right. This is just one of the eight
counties and the small business that support those opportunities.
CAROLINE
Slide 42 – Did you know that it is reported that 28% of us are hikers or participants on trail sports?
Dr. H
Slide 43 – Overnight mountain bikers spend a total of $150 per day including food, drink, transportation,
accommodation and souvenirs.
KHERI
Slide 44 – Canoeing, kayaking and paddling day trip spending is $125 per day.
CAROLINE
Slide 45 – Adventure tourists use digital devices to search for, find, navigate to, and participate in their
activities.
Dr. H
Slide 46 – Adventure tourist use social media to clue their affinity members to the best place to go and
take photos which they share with others of their accomplishments.
KHERI
Slide 47 – US non-motorized expenditures is $60 for a day trip and $148 per day or an overnight trip.
CAROLINE
Slide 48 – For motorized recreational vehicles such as motorcycles or off-road vehicles, a day trip runs
$187-$212 per day or $221-$332 for overnight stays. Spending includes food, drink, transportation,
accommodation, and souvenirs.
KEY POINT #3 - Other rural communities have linked their community assets and identified the
adventure tourism opportunities for economic development.

Dr. H
Slide 49 – So we asked, how have other rural Appalachian communities identified the consumer
purchasing power, structured adventure tourism opportunities for small rural communities?
Dr. H
Slide 50 – One example is the international and domestics consolidation and the disused railway into
multi-use paths has created opportunities for small rural communities.
Dr. H
Slide 51 – The Great Alleghany Passage in Southwestern Pennsylvania and western Maryland connect
abandoned rail lines and canal towpath trail to Washington DC.
Dr. H
Slide 52 – We visited Damascus, Virginia, a hamlet of 1,000, one leg of the Virginia Creeper Bike Trail,
drawing tourist from no more than three hours away from WV, NC, and TN to a 34 mile multi-use trail,
known for downhill biking. Tourists spend $337 per day or $735 for multi-day trips. As a result of the
Creeper Trail and a May festival, Damascus city revenues climbed from $90,000 in 1978 to over $1,500,000
in 2007.
KHERI
Slide 53 – We visited Abingdon, Virginia also on the Creeper Trail is well known for its Heartwood
Artisan Center, local food movement, and hand-crafted goods, is very similar to the cities in eastern
Kentucky with similar cultural assets but limited exposure to the emerging adventure tourism segments
of biking and hiking.
CAROLINE
Slide 54 - We found overnight bikers, the TransAmerica bikers, some of whom were in supported tours,
and we asked them about their expenditures on food and drink, transportation, recreation, and
souvenirs. We discerned based on research in Virginia, along the Creeper Trail, that there are very
distinct buyer personas. For example, tourists that come into communities for the arts, crafts, food,
culture, and heritage, seldom participate in the bike shuttle services, camping, hiking and other
recreational activities. We refer to this persona as “Barterers,” so called after the Barter Theater in
Abingdon, Virginia. However, Creepers, that is, Virginia Creeper Trail bikers, or road bikers, hikers, rock
climbers, canoers, mountain bikers, and others, will in fact participate in the food, festivals, events, music,
dancing, and the purchase of souvenirs, particularly on their days off.
KHERI
Slide 55 – We interviewed over 100 small business owners in West Virginia, Virginia and Kentucky to
discover if new businesses (shuttle services, bed & breakfasts, motels, eateries, galleries, antiques shops)

or established firms were catering to these distinct adventure personas, trends and how they were using
social media to attract these travelers.
KHERI
Slide 56 – We may have failed to tell you…..
CAROLINE
Slide 57 – ….is that we zip lined, hiked, biked, canoed, ATV’ed, and went rock climbing so that we could
experience the thrills and adrenaline of adventure tourists. We wrote user-generated reviews of our
experiences for others to read.
Dr. H
Slide 58 – In previously summers we wrote over 2,200 reviews after visiting small businesses in the
counties. We developed and unpacked travel personas to uncover what travelers’ motivations, needs,
lifestyles, goals, strategies, limitations, budgets and how small business owners could adapt their
messages and offers to different buyer personas. We designed 36-hour stays in the counties and
presented these to civic leaders based on the popular travel section in the New York Times signaling the
“to-go” places to see in each community.
Key Points #4 - How to use personas, or typical representative tourist to demonstrate to civic leaders
the economic value of adventure tourism in their communities.
Dr. H
Slide 59 – Before we go into depth of one 36 hour stay, that we presented to chamber of commerce, civic
and elected leaders in each of the counties, so that they could see the economic impact of adventure
tourists into their communities, let’s highlight the process. Here we go…
Dr. H
Slide 60 - Meet Greg and Tina Weston. Aren’t they a cute couple? The Westons are from Cincinnati, Ohio.
They have two daughters who attend Xavier University in the city. Once the kids had settled at school,
Tina decided to surprise her husband with a Harley Davidson Motorcycle, something he had always
wanted.
KHERI
Slide 61 - After working as an attorney for 30 years, Greg was sick of a desk job and ready for the open
road. Tina had owned a bakery in the city and has a deep seeded passion for good food. Now that it is
just the two them and their new bike, they look forward to leaving the big city for the mid-week to meet
up with a ride in North Carolina and exploring the open road and scenic routes cutting into eastern
Kentucky.
KHERI

Slide 62 - While the Weston’s look forward to escaping the city life, they never venture too far in their
travels longer than four days. Tina is very close with her daughters and prefers to be close to campus in
case of an emergency so text messaging and an iPhone, thanks to her daughter, is critical to her comfort.
Greg prefers more spontaneous travels. His wife has some set guidelines. While Tina agrees to travel
without a pre-planned itinerary, but she will not condone fast food and seedy motels. They have
downloaded a few apps to help spot Kentucky Civil War memorial and battle sites, an interest of Greg’s,
along the road. They download TripAdvisor, their favorite app because it allows Tina check out reviews
and various destinations in a particular place. Once arriving at a town or city they seek out a welcome
center for brochures with destinations and attractions.
Dr. H
Slide 63 - Once returning home from their rally the Weston’s…First, uploaded multiple pictures on
Facebook, second they, write TripAdvisor reviews on their food and lodging and because TripAdvisor
sends them “deals” for the next trip. Third, they continue to tell their friends about their trip and passed
along their brochures, and fourth, they plan a return trip to the annual ride in Hazard Kentucky for the
Cherokee North Carolina Rally Tag- A-Long.
Dr. H
Slide 64 – informed small business owners might have used social media messages to Greg and Tina
including “deals and discounts.” Or…
Dr. H
Slide 65 - …lunch specials….
Dr. H
Slide 66 – Perceptive rural small business owners know how to incentivize savvy social media travelers
with store decals.
Dr. H
Slide 67 – Let’s meet our travelers. Meet ….
CAROLINE
Slide 68 – …Jack Donovan, a 22 year old male biology major at Ohio State University, who brings two
friends: Andrew, a communications major, and Rachel, an art major. All are rising seniors. He is a student
with loans, but works part-time at a Fairfield Inn, making about $20,000 a year. His family makes $70,000
a year. He is part of a rock climbing community at his college, and it is from his friends here that he heard
about Eastern Kentucky’s Red River Gorge, which has approximately 50 climbing sites. In planning his
trip, he checked out Yelp and Facebook reviews in the area, the Red River Gorge Climbers’ Coalition
website, and Muir Valley’s website, along with the Red River Gorge brochures his friends gave them. He
found that the Red River Gorge area is rated among the top 10 of the world’s climbing areas. He was

recommended through his climbing friends at college to stay at the Land of Arches campground, and eat
at Miguels Pizza.
CAROLINE
Slide 69 – The group drives from Columbus, Ohio and arrives at Land of the Arches campground at 5 pm
Thursday and pitches their tents, then go to Beattyville to pick up trail snacks and breakfast items at
Jack’s IGA grocery store. While in Beattyville, they eat at Los Two Brothers Mexican restaurant.
CAROLINE
Slide 70 - At the grocery store, they see a flier for Campton’s Music in the Park event. It begins at 7 that
evening, so they decide to check it out. After listening to some local bluegrass music and participating in
some square dancing for an hour, they leave. They get back to the campground at 8:30 pm, and play ping
pong and foosball with some other rock climbers who are staying there. It is these climbers’ fourth visit to
the Gorge, and they highly recommend that Jack and his friends try Bear Track Grocery for lunch the next
day.
CAROLINE
Slide 71 - After waking up at 6:30 am and making a breakfast of pancakes, bacon, and scrambled eggs,
Jack and his entourage leave the campground at 8:45am to participate in some sport climbing at Drive-by
Crag on Bald Fork Road in the Pendergrass-Murray Recreational Preserve, which is owned by the Red
River Gorge Climbers’ Coalition. They climb here until 11:30 am, at which point they begin gathering up
their gear to go to lunch.
CAROLINE
Slide 72 - Not ten minutes up the road from Balk Fork is Bear Track Grocery, which the campers had told
Jack and his friends about the night before. They stop here for a pleasantly inexpensive lunch of sloppy
Joes, pork tenderloin and barbecue sandwiches.
CAROLINE
Slide 73 - From 1:00 pm until 5:00 pm, they climb various routes at Muir Valley, which offers over 350
routes. They head up the Main Trail North, as this section offers more intermediate and advanced routes,
such as the Stadium area.
CAROLINE
Slide 74 - While out at Muir Valley, Jack meets a climber from Maryland, who insists that Jack and his
friends eat at Red River Rockhouse before they leave. Jack recalls seeing Yelp reviews for this place, and it
also sells beer. So he and the Maryland climbers make dinner plans. After leaving Muir Valley at 5:00 pm
and showering back at the campground, they head out to the Campton restaurant for a hearty meal and a
couple cold brews.
CAROLINE

Slide 75 - Jack really enjoyed his time at the Red River Rockhouse; and he remembers that this Nasser
fellow who had given a stellar review for it had also given a good review of the Lee County Recreational
Center. Perfect! Just what he needed at the end of a good meal at the end of a good day. He and his
friends, old and new, bowl for an hour at the Rec Center, then play pool until they close at 10 pm. They
go back to the campground and update their Facebook statuses and pictures, and write some Yelp
reviews before getting some well-earned sleep.
CAROLINE
Slide 76 - They get up at 7:00 am and cook breakfast. Campground owner Dave Terrell stops by to ask
how they are enjoying their stay. They ask him about any good trails or quick attractions they could
check out before hitting the road. He recommends Chimney Rock Trail. They leave the campground at
8:30 am.
CAROLINE
Slide 77 - They walk the short trail and take some breathtaking photos.
CAROLINE
Slide 87 - When looking at restaurants in the area on Facebook and Yelp, Jack had noticed a post on the
Red River Rockhouse’s Facebook page about an art gallery in town, the Main Street Gallery. One of his
friends on this trip, Rachel, happens to be an art major, so they stop by. Jack buys a ceramic mug made by
a Berea artisan, and Rachel arranges with Sara and Shelby, the gallery owners, to have her charcoal
drawings and watercolors sold here.
CAROLINE
Slide 79 - They make one final stop, Miguel’s Pizza; because there is not a one rock climber who goes to
the Red River Gorge and doesn’t eat at Miguel’s at least once. They enjoy a large sweet potato pineapple
pizza, buy some cool souvenir t-shirts, and then hit the road for Ohio.
CAROLINE
Slide 80 - Jack was wise and chose friends who are very good about splitting costs even. His expenses for
the whole trip come out to $90, and added with his friends’ own expenses the total they spend in the
Lee/Wolfe County area is $246. This is not including what they spend on gas, which they buy outside of
the area; that comes to $107 for Jack, and $288 all combined. The trip is approximately a three and a half
hour drive one way, and about 498 miles round trip. More importantly, Jack was satisfied with his visit,
he will definitely return; there are still so many climbing routes to be explored. He will tell others. His
pictures are going on Instagram and Facebook. They want to bring more friends next time. The Land of
Arches provided the secluded, self-sufficient feeling (with free Wi-Fi) they craved. He is very pleased
with Red River Rockhouse. There was plenty of climbing, and they enjoyed bowling, but wished Lee
County Rec Center allowed alcohol. Jack enjoyed meeting other climbers, and wants to return to the Red

River Gorge for Rocktoberfest, which he heard about through some other climbers on Saturday, so he can
interact with more climbers.
Key Point # 5 – These techniques are easily replicable in your community by youth. The experience
changes the lives in the community and also in lives of the social media storytellers.
Dr. H
Slide 81 – The title of the session was Unleashing Young People to Improve Rural Economies through
Tourism and Social Media. These EPG students and EPG Fellow photos are all undergraduates at Berea
College. What that means to me is that they qualify as youth. Many of these students continued to
execute our social media principles in College labor positions, and as they designed second year
internship in NGOs, national organizations, small and mid-size businesses domestically and
internationally.
Dr. H
Slide 82 - We looked at five key points and first we revealed how we discovered the importance to keep
and recirculate local revenues in the local community.
Slide 83 - Second, we demonstrated creative and inexpensive sustainable ways to harness social media
and describe the array of community assets through user-generated reviews from apps how those apps
reviews populating and effecting Google and other search engine optimization. Slide 84 - Third, we went
“out-side the building” to test our assumptions about small business owners’ experiences, tourist needs
and expectations, and especially adventure tourists and how they plan and execute trips and tours with
digital tools as instruments for navigation, way-finding, narratives, and photo sharing.
Slide 85 - Fourth, we used the 36-hour persona to drive home the value of adventure tourism
opportunities to civic elected leaders, chambers of commerce and small business owners in rural
communities to capture new revenues and to align with the Kentucky Trail Town Program.
Slide 86 - Fifth, and finally the techniques we deployed, Human Centered Design Thinking, is a replicable
process we learned from IDEO, cited as the most creative company in the world, and the Bill & Melinda
Gates Foundation, to understand a community’s needs in new ways, to find innovative solutions to meet
those needs, and to deliver solutions with financial sustainability in mind.
Slide 87 – We welcome questions and comments. Who would like to begin?

Global youth economic opportunities summit

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