2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn...

Playing to Win

in a Changing America

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

PLAYING TO WIN

• Baby Boomers

• Families with Children

• College-going Millennials

• Outdoor | Adventure

• Boomers | Families

• Western States

• Who are they?

• Where are they?

• How do you capture the power of their hopes and dreams….

– To improve your bottom line

– To advance your mission

Demographic Trends

Census 2010

The

New Face

of America

• 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%

KEY FINDINGS FROM 2010 CENSUS

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

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

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

About 70% from these 3 states

About 63% from these 5 metros

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Boom Towns | Service Worker Centers | Monied ‘Burbs

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 )

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Boom Towns | Service Worker Centers | Monied ‘Burbs

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CHANGE IN HISPANIC POPULATION

Lifestyle Trends

Folks Seeking the SunAlmost 88 percent of the population growth between

2000 and 2030 will be distributed in the South and

West.

Source: Census Bureau

Yanc/Dreamstime.com

ALMOST ALL URBAN

(85% in the western states)

LIVES TRANSFORMED BY TECH

Portable | Powerful | Personal

NEW TOOLS = NEW CONTROL

ENVIRONMENTAL & SOCIAL JUSTICE

GROWING ALLIANCE

QUICK RE-CAP

10% INCREASE IN 10 YEARS

400 Million Between 2037 - 2043

Source: Various, including Census Bureau, Facts for Features, January 2006.

Are You

Ready?

40% BOOMERS OR SENIORS

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Are You

Ready?

NEARLY HALF UNDER 18

DIVERSE BACKGROUNDS

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Are You

Ready?

HISPANICS ~ HALF OF

POPULATION GROWTH

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WHAT DOES THIS SUGGEST TO YOU?

TO ME?St

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RECAPTURE BABY BOOMERS

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Are You

Ready?

Equality | Environmental ValuesParents of Millennials (Gen Y)

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MONEY TO MEANING

• Who Are?

– 78 Million

– 1946 – 1964

– Fueling Senior Growth

• Where Live?

– Throughout CA

– Rec& Retire

• Why Intrigue?

– Large Cohort

– Free Time/Money

– Carry Us Until We Figure It Out

• Where Are They…– Psychologically

– Reconnect w/ Values of Youth

– Prime Nostalgia

– Links to Nature

– Unstructured Play

– Camps, Orgs

– Nature Vacations

– Language of Leisure

– English & Print

– Digital/Social Media

– Web, Email, FB

BA

BY

BO

OM

ERS

• Amenities– Feel Special– Comfort/Pamper

• Activities– Learn Something– “Savor” Life

• Foodies• Entertainment

• Connect with Outdoor Recreation– Reconnect with

Environmental Values

– W/ Their Millennial Kids

• Accommodations– Pet Friendly

– Couples or Two-Gen

– Multi-Generational

– “Connecting” but…

• [Re]Development– Hotel, not motel

– Interval not whole

– Rental homes and cabins

– Single and Multi-room Units

BA

BY

BO

OM

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RECAPTURE BOOMERS

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?

FOCUS ON FAMILIES WITH CHILDREN

• Who Are?

– More diverse in every way

– Less experience with natural systems

• Where Live?

– Urban & Suburban

– South & West

• Why Intrigue?

– OR patterns established

– Kids and Nature

– Another “boom”

• Where Are They…

– Psychologically

– Family Bonds

– Safety & Security

– Links to Nature

– Relaxation/Family

– Safe Kids Play


– Language of Home


– Integrated

– Essential

FAM

ILIE

SW

ITH

KID

S

• Amenities

– Family Friendly

– Entertainment

• Activities

– Unstructured Play

– Learn To Programs

• Connect with Outdoor Recreation

– Learning

– Family Fun

• Accommodations

– Value Important

– Kitchens

– Flexible Sleeping Arrangements

• Re/Development &Repurposing

– More Sinks/Baths

– Flexible Space for 6 – 12 Folks

– Upscale & Clean

FAM

ILIE

S W

ITH

KID

S

• Amenities– Family Friendly– Bilingual– Nature & Kids

• Unstructured• Learning• Healthy

• Activities– Active Recreation– Passive Recreation– Varied Recreation “Style”

• Connect with Outdoor Recreation– Through Kids– Nature & Kids

• Unstructured• Learning• Healthy

• Accommodations

– Incomes are Rising but Value Important

– Extended Family

• Re/Development &Repurposing

– Careful Consultation

– Kitchens and Bathrooms

DIV

ERSE

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CIA

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Latent Outdoor Recreation Demand among California Latinos

• Walking for fitness or fun• Camping in developed sites• Picnicking in picnic areas• Visiting outdoor nature

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…..

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WHAT DO YOU THINK?




CAPTURE COLLEGE MILLENNIALS

Focused

Terrific Generation

Soon-to-be High

Education

HighIncome

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 CollegeMindset List is a registered trademark

MIL

LEN

NIA

LS• Who Are?

– Larger than Baby Boom

– Very Diverse

• Where Live?

– Metro & Suburban

• Why Intrigue?

– Future Leaders

– College/Career

– Save Us From Ourselves

• Where Are They…

– Psychologically

– Becoming

– Hopeful & Worried

– Links to Nature

– Mediated


– Digital


– Ubiquitous

• Amenities

– Wired & Plugged

– Transit

– On-site Restaurants

– Easy

• Activities

– Active Recreation

– Nightlife

– Entertainment

• Music

• Friends

MIL

LEN

NIA

LS• Connect with

Nature, Outdoor Recreation

– Jobs

– Seasonal

– Internships

– Concerts & Events

– Environment*

– School-related

• Classes

• Clubs & Friends

• Fund-raising

• Re/Development,Repurposing, Refining

– Employee Housing

– Hostel-esque for College aged

– Public Transit

– Media & Promotion

– More Diversity

Entertainment

Photos & Spokespersons

MIL

LEN

NIA

LS• Accommodations

– Affordable– Clean & Attractive– Vintage OK if

1st Two Met• Re/Development &

Repurposing– Spif Vintage– Promote “Green”– Multi-gen Properties

– Price Points– 2 or 3 Gen Travel

Groups

WHAT DO YOU THINK?




COME OUTSIDE AND PLAY

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

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

IDEAS TO CONSIDER

• Markets to Develop

– Senior

– Millennials

– Latinos/Hispanics

• Opening the Discussion– Focus Groups

– Support to Community

• On the Horizon

– STEM

– VolunTourism& Service

Playing to Win…

A Personal Story

Playing to Win… A Personal Story

The Best Gift We’ve Been Given

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.

• 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

5 TO 500 IN FIVE YEARS

TO HELP PLACES THRIVE

• Hospitality

– Yosemite Gateway

– Tahoe South

– Geotourism

• Event Management

– Autodesk University

– Agency Conferences

– Junior Ranger Day

• Byways, Trails and Transit

• Habitat Restoration

TO SHARE THEIR TALENTS

TO HELP KIDS AND SPONSORS

TO HELP MAKE CONNECTIONS

With How Things Inter-relateWith Professionals

SUSTAIN…MAKE IT BETTER

BEST WISHES

Emilyn Sheffield

530-570-9855

[email protected]

2012 Idaho Conference On Recreation & Tourism "Playing to Win in a Changing America" by Emilyn...

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