Keynote presentation for the 2013 Extension Tourism Conference in Detroit, MI 7 August 2013

1. space for place
Ted Lee Eubanks
Founder & President

2. I like to see a man
proud of the place
in which he lives. I
like to see a man
live so that his
place will be proud
of him.
Abraham Lincoln

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

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

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

6. …the visitor’s chief interest is in
whatever touches his personality, his
experiences, and his ideals…Freeman
Tilden

8. Experiences are as distinct from services as
services are from goods…Joseph Pine &
James Gilmore

9. 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

10. “Do What You Can With What
You Have Where You Are.”
Theodore Roosevelt

11. Inherited Experiences

12. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

13. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

15. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

16. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

17. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

18. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

19. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

20. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

21. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

22. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

23. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

24. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

25. Inherited Experiences
• Nature
• History
• Culture
– Food
– Music
– Art

26. “…to reveal the
beautiful truths that lie
behind the
appearances…”
The Interpretive Sense
Freeman Tilden

27. How Do You Choose?

28. Passion
Power
Proficiency
Profit

29. Experiential travel
– Shared elements
• Placed
• Real
– Depends on inherited resources
• Benefits locality
• Enlightening (transformational)
• Experience, rather than price, driven
• Sustainable

30. 1. Delineate Zone of Influence.
2. 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.
Matrix of Opportunity

31. 4. Develop thematic structure and
interpretive plan.
5. Use travel trails to shape, fashion, direct,
inform, and qualify travel to and within
the region.
Matrix of Opportunity

32. 6. Use experiential travel as an identity
(brand) builder for the region.
7. Develop travel and tourism marketing
strategy to move specific markets to
these destinations, products, and
services via trails (initial push).
8. Use trails as a marketing platform for
goods and services from the region,
particularly post-travel.
Matrix of Opportunity

33. 9. Formulate strategy to enhance and
develop broader array of destinations
and events to offer the traveling public.
10.Formulate strategy to enhance and
develop broader array of goods and
services to offer the traveling public.
Matrix of Opportunity

34. 11) Use new brand
or identity in
expanding
products and
services
beyond local
distribution to a
broader market
(exportables).

35. Wrap products and services in an
experiential brand.

36. The Connection of Place and Product
• Door County Cherries
• Suffolk Peanuts
• Fredicksburg Peaches
• Hatch Chiles
• Vermont Maple Syrup
• Sonoma Wines
• Vidalia Onions
• Gee’s Bend Quilts

37. 12) Use expanded amenity base (quality of life) to
reposition the community or state to attract
compatible industries and jobs.

38. Model Projects
• Pennsylvania WILDS
and CLIs
• Sandhills Journey SB
• Kansas Flint Hills
• Kansas Wetlands and
Wildlife
• Kansas Byways

44. "Unless we respond and
react, the capacity of rural
America and its power and
its reach will continue to
decline," Agriculture
Secretary Vilsack said.
"Rural America, with a
shrinking population, is
becoming less and less
relevant to the politics of
this country, and we better
recognize that, and we had
better begin to reverse it."

45. Fermata Inc.
Ted Lee Eubanks, Founder and President
PO 5485
Austin, Texas 78763-5485
(512) 391-0095
www.fermatainc.com
tedleeeubanks@fermatainc.com