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

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

VALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTDOOR RECREATION

ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCE

htt

p:/

/ww

w.p

atch

wo

rkn

atio

n.o

rg/

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 )

htt

p:/

/ww

w.p

atch

wo

rkn

atio

n.o

rg/

Boom Towns | Service Worker Centers | Monied ‘Burbs

ww

w.n

clr.o

rg/w

ebst

ats2

01

1/S

tatP

lan

et.h

tml

% U.S. POPULATION HISPANIC

ww

w.n

clr.o

rg/w

ebst

ats2

01

1/S

tatP

lan

et.h

tml

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

Ph

oto

: N

PSN

PT

Ph

oto

NP

S P

hoto

Are You

Ready?

NEARLY HALF UNDER 18

DIVERSE BACKGROUNDS

Ph

oto

: N

PSN

PT

Ph

oto

Are You

Ready?

HISPANICS ~ HALF OF

POPULATION GROWTH

Ph

oto

: N

PSN

PT

Ph

oto

WHAT DOES THIS SUGGEST TO YOU?

TO ME?St

eve

Gri

swo

ld

RECAPTURE BABY BOOMERS

Gav

in E

mm

ons

Are You

Ready?

Equality | Environmental ValuesParents of Millennials (Gen Y)

Ph

oto

: USF

WS

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

ERS

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

RA

CIA

L &

ETH

NIC

B

AC

KGR

OU

ND

S

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…..

Ben

jam

in M

iller

Fre

e St

ock

Ph

oto

s

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



• 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]