: Emilyn Sheffield - Boomers, Millennials, and Latinos are large and important groups to serve. These groups aren’t uniform but they are huge…each 50 – 80 million strong. Who are they? Where are they? How do you capture the power of their hopes and dreams to improve your bottom line and advance your mission.

1. Playing to Win
in a Changing America

2. CHANGES in the size, composition,
and choices of the population will
DETERMINE OUR FUTURE…

3. PLAYING TO WIN
• Baby Boomers • Who are they?
• Families with Children • Where are they?
• College-going • How do you capture
Millennials the power of their
hopes and dreams….
• Outdoor | Adventure – To improve
• Boomers | Families your bottom line
• Western States – To advance
your mission

4. Demographic Trends

5. Census 2010
The
New Face
of America

6. KEY FINDINGS FROM 2010 CENSUS
• U.S Population
Growing, Albeit More Slowly
• Boomers Driving Aging of
America
– 10 – 20%
– Boomers & Seniors 39%
• Growing Diversity
– 1 in 3; 29% increase ‘00-10
– Hispanics…50+ million, up 43%

7. KEY FINDINGS FROM 2010 CENSUS
• Proportion of Youth
Smaller
– 74 Million Under 18; ~25%
– ~ 50% Kids Under 18 are
from Diverse Racial/Ethnic
Backgrounds
– 23% of Kids Under 18 are
Hispanic
• Distribution of Population
Important
– Mostly Urban and Suburban
– 50+ Percent in 10 States

13. About 70% from these 3 states
More Older Diverse Latino Other
ID 21 12 16 11 10
WA 14 12 28 11 17
UT 24 9 20 13 14
US 10 13 36 16 20
About 63% from these 5 metros
More Older Diverse Latino Other
Boise 11 11 15 7 10
Spokane 14 13 16 5 8
Id Falls 12 12 17 13 11
SLC 3 9 33 22 27
Seattle 8 11 34 7 21
Tacoma 2.5 11 40 11 18

17. ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCE
VALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTDOOR RECREATION

18. http://www.patchworknation.org/
More than
60% of ID
travelers are
from 5 metro
areas….(Longwoo
ds, 2008)
About 45%
are from
Boom Town
community
types.
(Patchwork Nation.org )
Boom Towns | Service Worker Centers | Monied ‘Burbs

19. http://www.patchworknation.org/
Boom Towns | Service Worker Centers | Monied ‘Burbs

21. www.nclr.org/webstats2011/StatPlanet.html
% U.S. POPULATION HISPANIC

22. www.nclr.org/webstats2011/StatPlanet.html
CHANGE IN HISPANIC POPULATION

25. Lifestyle Trends

26. Folks Seeking the Sun
Almost 88 percent of the population growth between
2000 and 2030 will be distributed in the South and
West.
Source: Census Bureau

27. ALMOST ALL
URBAN
(85% in the
western states)
Yanc/Dreamstime.com

28. LIVES TRANSFORMED BY TECH
Portable | Powerful | Personal

29. NEW TOOLS = NEW CONTROL

30. GROWING ALLIANCE
ENVIRONMENTAL & SOCIAL JUSTICE

31. QUICK RE-CAP

32. 10% INCREASE IN 10 YEARS
400 Million Between 2037 - 2043

33. 40% BOOMERS OR SENIORS
Are You
Ready?
Photo: NPSNPT Photo
NPS Photo
Source: Various, including Census Bureau, Facts for Features, January 2006.

34. NEARLY HALF UNDER 18
DIVERSE BACKGROUNDS
Are You
Ready?
Photo: NPSNPT Photo

35. HISPANICS ~ HALF OF
POPULATION GROWTH
Are You
Ready?
Photo: NPSNPT Photo

36. WHAT DOES THIS
SUGGEST TO YOU?
Steve Griswold
TO ME?

37. RECAPTURE BABY BOOMERS
Are You
Ready?
Photo: USFWS
Gavin Emmons
Equality | Environmental Values
Parents of Millennials (Gen Y)

38. MONEY TO MEANING

39. BABY BOOMERS • Who Are? • Where Are They…
– 78 Million – Psychologically
– 1946 – 1964 – Reconnect w/
Values of Youth
– Fueling Senior
Growth – Prime Nostalgia
• Where Live? – Links to Nature
– Unstructured Play
– Throughout CA
– Camps, Orgs
– Rec& Retire
– Nature Vacations
• Why Intrigue? – Language of Leisure
– Large Cohort – English & Print
– Free Time/Money – Digital/Social Media
– Carry Us Until We – Web, Email, FB
Figure It Out

40. BABY BOOMERS • Amenities • Accommodations
– Feel Special – Pet Friendly
– Comfort/Pamper
– Couples or Two-Gen
• Activities
– Learn Something
– Multi-Generational
– “Savor” Life – “Connecting” but…
• Foodies • [Re]Development
• Entertainment
– Hotel, not motel
• Connect with
Outdoor Recreation – Interval not whole
– Reconnect with – Rental homes and
Environmental cabins
Values
– Single and Multi-
– W/ Their Millennial
Kids room Units

41. RECAPTURE BOOMERS

42. WHAT DO YOU THINK?
• How does this align with what
you’ve experienced with this
group?
• How could your
product, service, or area meet
the hopes and dreams of this
group?
• How can you work with
partners in your area to serve
this group and protect Idaho’s
natural resources?

43. FOCUS ON
FAMILIES
WITH CHILDREN

44. FAMILIES WITH KIDS • Who Are? • Where Are They…
– More diverse in – Psychologically
every way – Family Bonds
– Less experience with – Safety & Security
natural systems – Links to Nature
• Where Live? – Relaxation/Family
– Urban & Suburban – Safe Kids Play
– South & West
– Language of Leisure
• Why Intrigue? – Language of Home
– OR patterns
– Digital/Social Media
established
– Kids and Nature – Integrated
– Another “boom” – Essential

45. FAMILIES WITH KIDS • Amenities • Accommodations
– Family Friendly – Value Important
– Entertainment – Kitchens
• Activities – Flexible Sleeping
Arrangements
– Unstructured Play
– Learn To Programs • Re/Development &
Repurposing
• Connect with
– More Sinks/Baths
Outdoor
– Flexible Space for
Recreation 6 – 12 Folks
– Learning – Upscale & Clean
– Family Fun

46. DIVERSE RACIAL & ETHNIC
• Amenities • Accommodations
– Family Friendly
– Bilingual – Incomes are Rising
BACKGROUNDS
– Nature & Kids but Value Important
• Unstructured
• Learning – Extended Family
• Healthy
• Activities • Re/Development &
– Active Recreation Repurposing
– Passive Recreation
– Varied Recreation “Style” – Careful Consultation
• Connect with Outdoor – Kitchens and
Recreation
– Through Kids Bathrooms
– Nature & Kids
• Unstructured
• Learning
• Healthy

47. Latent Outdoor Recreation
Demand among California Latinos
• Walking for fitness or fun
• Camping in developed sites
• Picnicking in picnic areas
• Visiting outdoor nature
Benjamin Miller Free Stock Photos
museums, zoos, gardens,
or arboretums
• Visiting historic and
cultural sites
• Beach activities
• Bicycling on paved surfaces
• Day hiking on trails
…When asked if they would like to have participated in __ activities more often
the majority of Hispanics indicated they would like to have spent more time…..

48. WHAT DO YOU THINK?
• How does this align with what
you’ve experienced with this
group?
• How could your
product, service, or area meet
the hopes and dreams of this
group?
• How can you work with
partners in your area to serve
this group and protect Idaho’s
natural resources?

49. CAPTURE COLLEGE MILLENNIALS
 Focused
 Terrific
Generation
 Soon-to-be
 High
Education
 High
Income

50. The Mindset List for the Class of 2015….Always
• Ferris Bueller and Sloane Peterson could be their parents.
• No state has ever failed to observe Martin Luther King Day.
• The Communist Party has never been the official political party in Russia.
• They’ve always gone to school with Mohammed and Jesus.
• Women have always been kissing women on television.
• Arnold Palmer has always been a drink.
• Been an Internet ramp onto the information highway.
• Amazon has never been just a river in South America.
• They “swipe” cards, not merchandise.
• Electric cars have always been humming in relative silence on the road.
• …their parents have always worried about nasty new bugs borne by birds
and mosquitoes.
• States and Velcro parents have always been requiring that they wear their
bike helmets.
Copyright© 2011 Beloit College
Mindset List is a registered trademark

51. • Who Are? • Where Are They…
– Larger than – Psychologically
MILLENNIALS
Baby Boom – Becoming
– Very Diverse – Hopeful &
• Where Live? Worried
– Metro & Suburban – Links to Nature
• Why Intrigue? – Mediated
– Future Leaders – Language of Leisure
– College/Career – Digital
– Save Us From – Digital/Social Media
Ourselves – Ubiquitous

52. • Amenities • Connect with
– Wired & Plugged Nature, Outdoor
MILLENNIALS
– Transit Recreation
– On-site Restaurants – Jobs
– Easy – Seasonal
– Internships
• Activities
– Concerts & Events
– Active Recreation – Environment*
– Nightlife – School-related
– Entertainment • Classes
• Music • Clubs & Friends
• Friends • Fund-raising

53. • Accommodations • Re/Development,
– Affordable Repurposing, Refining
MILLENNIALS
– Clean & Attractive
– Employee Housing
– Vintage OK if
1st Two Met – Hostel-esque for
• Re/Development & College aged
Repurposing – Public Transit
– Spif Vintage
– Promote “Green” – Media & Promotion
– Multi-gen Properties – More Diversity
– Price Points  Entertainment
– 2 or 3 Gen Travel  Photos &
Groups
Spokespersons

54. WHAT DO YOU THINK?
• How does this align with what
you’ve experienced with this
group?
• How could your
product, service, or area meet
the hopes and dreams of this
group?
• How can you work with
partners in your area to serve
this group and protect Idaho’s
natural resources?

63. COME OUTSIDE AND PLAY

64. COME OUTSIDE AND PLAY

65. COME OUTSIDE AND PLAY
• Coordinate Actions
– Agency
– Guides
• Secure Resources
– LWCF
– Scenic Byways
• Promote Opportunity
– Scenic Byways
– RV, Idaho (Campgrounds)
– Be Outside, Idaho
– Bird a Day
– Stay on Trails

66. IDEAS TO CONSIDER
• “New to State” Invite
Your Friends and Relatives
Campaign
• Target Boom Town
Communities Within Driving
Distance
• What Role for Realtors?
• Maintain Investment in
Byways, Trails and Corridors

67. IDEAS TO CONSIDER
• Markets to Develop
– Senior
– Millennials
– Latinos/Hispanics
• Opening the Discussion
– Focus Groups
– Support to Community
• On the Horizon
– STEM
– VolunTourism& Service

68. Playing to A Personal
Win… Story

69. Playing to Win… A Personal Story
The Best Gift We’ve
Been Given

71. Playing to Win… A Personal Story
In 2008, Chico State
started a Field School program
so university students could
volunteer their time and
talents to public lands.

72. • Community Stewardship: Habitat Restoration, Trails
• Citizen Science: I & M, Data Collection, Embedded
• Community Engagement: Trunks, Event Info
• Communication: Publications, Products, Social
• Conference/Event Management
• Consulting: Millennial, Spanish/Latino, Kiosks
• Caretaking/Custodial: SPIF, Cyclical, Spike Camps

73. 5 TO 500 IN FIVE YEARS

74. TO HELP PLACES THRIVE
• Byways, Trails and Transit
• Hospitality
– Yosemite
Gateway
– Tahoe South
• Habitat – Geotourism
Restoration • Event Management
– Autodesk University
– Agency Conferences
– Junior Ranger Day

75. TO SHARE THEIR TALENTS

76. TO HELP KIDS AND SPONSORS

77. TO HELP MAKE CONNECTIONS
With Professionals With How Things Inter-relate

78. SUSTAIN…MAKE IT BETTER

79. BEST WISHES
Emilyn Sheffield
530-570-9855
esheffield@
csuchico.edu