Keeping  It  Real  Experience-­‐Driven  Travel  

Opportuni4es  for  Nevada  

 May  21,  2015  

 

SUPER  IMPRESSIVE  NUMBERS  ✓ $263b  (B!)  annually  in  2013,  up  from  $89b  in  2009  ✓ 36  years  old  –  Mature  Millennial  ✓ 4-­‐year  degree  ✓ $46,800  avg.  income  ✓ $947  per  trip,  excluding  airfare  and  gear  –  10  days  

BIG  PICTURE:  Experience-­‐Driven  Adventure  Travelers          

EXPERIENCE-­‐DRIVEN  TRAVELERS  LOVE  WHAT  NEVADA  OFFERS  ✓ Millennials  significantly  more  likely  to  explore  ✓ New  cultures  ✓ Enhancing  relaYonships  ✓ New  cuisines  ✓ Pursuing  hobby  or  sport  

EXPERIENCE-­‐DRIVEN  ADVENTURE  TRAVELERS:  Who  Are  They?      

THE  ERA  OF  THE  ‘EXPERIENCE  ECONOMY’    

Agrarian  Economy  

     ↓  

Goods-­‐based  Economy  =  tangible  

     ↓  

Service  Economy  =  intangible  

     ↓  

Experience  Economy  =  memorable  

 

THE  EXPERIENCE  ECONOMY    

AUTHENTIC:  ü  Of  undisputed  origin  or  authorship;  genuine  ü  Accurate  in  representaYon  of  the  facts;  trustworthy;  

reliable  

KEEPING  IT  REAL

FIVE  GENRES  OF  AUTHENTICITY    

ü  Natural    ü  Original  

ü  ExcepYonal  

ü  ReferenYal  

ü  InfluenYal  

 

 

FIVE  GENRES  OF  AUTHENTICITY*  

*  From  “Authen0city”  by  Jim  Gilmore  and  Joe  Pine  

ICEHOTEL  –  Jukkasjärvi,  200km  North  of  the  ArYc  Circle  

REAL  PEOPLE  –  Grand  Canyon  and  FlightLinez  Bootleg  Canyon  

NATIONAL  COWBOY  POETRY  GATHERING  

It’s  a  gathering,  not  a  fesYval    It’s  about  contemporary  western  ranching  life,  not  the  Old  West    As  with  life,  it’s  dynamic  and  changes    

 

CULTURE  FIRST,  STRATEGY  SECOND    •  Every  person  on  your  team  defines  who  your  company  is  

•  Culture  is  a  core  asset,  just  as  important  as  customers  

•  “Culture  eats  strategy  for  breakfast”  –  Peter  Drucker  

 

 

CULTURE  CAN’T  BE  FAKED    

THINK  LEMONADE  —  Loneliest  Road  in  America    

TOP  TRAVEL  COMMUNITIES:  *  2013  MMGY  Global/Harrison  Group  Portrait  of  American  Travelers  

•  TripAdvisor  (67%)  

•  Facebook  (32%)  

•  YouTube  (19%)  

•  Frommer’s  (14%)  

•  Google+  (13%)  

•  Fodor’s  (13%)  

•  Lonely  Planet  (12%)  

•  Twiuer  (9%)  

•  Pinterest  (9%)  

•  Instagram  (6%)  

WHAT  ARE  THEY  LOOKING  AT?  —  Top  Info  Sources    

CULTIVATING  YOUR  TRIBE    

MARKETING  IS  INHERENTLY  INAUTHENTIC    

ü  Corporate  BS  will  send  your  customers  running  

ü  Be  clear  and  concise  

ü  Be  transparent    

ü  Align  your  markeYng  messages  to  your  brand    

ü    Alignment  starts  with  understanding.  

ü    Understanding  starts  with  communicaYon  .  

ü    Figure  out  your  core  brand  values,  then  hammer  it  home.  

   

FIND  YOUR  VOICE  

EXAMPLES?    

•  Rewarding  people  only  for  good  reviews  

•  Taking  down  bad  reviews  or  negaYve  posts  on  social  media  

•  Implying  “resort-­‐like”  when  it  isn’t  or  “luxury”  when  it  isn’t  

•  Green-­‐washing  

 

HOW  NOT  TO  DO  IT  —  Be  Human,  Be  Honest    

ü  Don’t  say,  just  be!    

ü  Forget  monitoring,  try  listening  

ü  Share  a  real  backstory  –  and  it  doesn’t  have  to  be  preuy  

ü  Find  your  accidental  spokespeople  

ü  Demonstrate  your  humanity  

ü  Engage  instead  of  counYng  impressions  

DOs  &  DON’Ts  

DO…    ü  IdenYfy  your  audience    

ü  Speak  with,  not  at  them  

ü  Match  your  messages  and  voice  across  all  communicaYons  

ü  Learn  the  vernacular  and  use  it  

ü  Make  yourself  an  expert  on  the  subject/acYvity,  not  just  on  your  

product  or  desYnaYon  

ü  Hire  a  pro!      

DOs  &  DON’Ts  

DON’T…  ü  Sell  out  to  stakeholders’  wishes  or  naysayers’  criYcism  

ü  Hire  actors  when  you  have  the  real  thing  

ü  Try  to  be  all  things  to  all  people  

ü  Forget  your  audience    

DOs  &  DON’Ts  

GRAVEL + NEVADA :: GRAVELNEVADA

ü Develop statewide network around Nevada’s vast network of gravel roads.

ü Build tourism initiative that invites and inspires adventure cyclists to explore the Silver State by bicycle.

NEVADA GROWN - GravelNevada

ü Non-event: Distinct from other “gravel” products, particularly midwest group gravel rides

GRAVELNEVADA  PRODUCT  DEVELOPMENT  OVERVIEW    Tiered  program,  based  upon  cyclists  demographics  and  psychographics:  Tiered  Distances:    

o  Easy  (+/-­‐5  miles,  1-­‐2  hrs.)  o  Medium  (+/-­‐50  miles,  4-­‐6  hrs.)  o  Extreme  (+/-­‐150  miles,  mulY-­‐day)  

   Defined  Adventures:    

o  Pleasure  Rides  o  Fishing  Rides  o  Adventure  Rides  o  HunYng  Rides  o  Birding  Rides  o  Ghost  Town  Rides  o  Hot  Springs  Rides  o  Camping  Rides  

GRAVELNEVADA:  The  Goods  

GRAVELNEVADA:  The  Goods  –  Lamoille  Canyon  Run  

GRAVELNEVADA:  The  Goods  —  AusYn  Area  Run    

GRAVELNEVADA:  The  Goods  —  Ash  Springs  Run  

GRAVELNEVADA  PRODUCT  Development  Punch  List    

✓  Determine  stakeholders  o  NDOT  o  TravelNevada  o  NDOW  o  State  Parks  o  Dept.  Health  &  Human  Services  o  BLM  o  IMBA?  o  Cycling  evangelists  (statewide)    

✓  Gather/analyze  primary  and  secondary  research  to  determine  validity  of  concept  

✓  Finalize  routes  based  upon  Adventure  types  

GRAVELNEVADA:  FoundaYon  Building  and  What’s  Next  

GRAVELNEVADA  –  PUNCH  LIST  Determine/Develop  

 ✓  MarkeYng  campaign  ✓  Budgets  ✓  Map  and  mobile  applicaYon  ✓  Public  relaYons  media  outlets  ✓  Publicity/tour  operator  fam  tours    ✓  Website  ✓  Photography  and  video  library  ✓  IdenYfy  and  network  with  appropriate  cycling  related  

events  and  acYviYes  to  promote  GravelNevada  

FOUNDATION  BUILDING  GravelNevada:  Next  

INTERMISSION

BETHANY  DRYSDALE  –  DIR.  OF  PUBLIC  RELATIONS  BDRYSDAY@TRAVELNEVADA.COM  (775)  687-­‐0647    GREG  FINE  –  DIR.  OF  MARKETING  GFINE@TRAVELNEVADA.COM    (775)  687-­‐0644      

LET’S  TALK!