Being in Business Can Be Good for the Environment Why Putting Education As Your Highest Value Why Putting Education As Your Highest Value Offering Can Help Save the World and Your Business
by Kevin Smith by Kevin Smith President, Maple Leaf Adventures TIES Conference 2008 www.MapleLeafAdventures.com
How does an educated environmentalist make environmentalist make things better? things better?
Join an organization? g Volunteer some time? Shrink your impact on the biosphere? Shrink your impact on the biosphere?
OR…
9Create a business
9 Create income for family and friends Create income for family and friends 9 Take thousands of people to earth’s great wonders 9 See them become motivated to act differentlyy 9 Show the world business can be successful and thoughtful and based on deep ecology.
Ecotourism Ecotourism + Experiential p i i l Education
Why are we in business? Why are we in business? • 1. To make money. 1 To make money • 2. To control our destiny / lifestyle. • 3. To make good things happen in the world. 3 k d hi h i h ld
Ecotourism success however Ecotourism success, however,
• Is not just a lifestyle.
• Is not just wildlife viewing. Is not just wildlife viewing
• Is not just making policies about Is not just making policies about keeping your hotel towel for another day.
Education = Value
People desire an intelligent, deep and l ti lasting relationship with something l ti hi ith thi wondrous
• These are intelligent people These are intelligent people “Conscious consumers” “Awakening” “NEOs”
• They are used to analyzing, looking at the big picture making decisions at the big picture, making decisions
• Give them the full picture them the full picture • Don’t sugar‐coat it • Give them depth
• People People pay more for that exclusive, pay more for that exclusive thoughtful and very personal experience i Allowing you to survive as an • Allowing you to survive as an ecotourism business • And because they have a personal relationship personal relationship… it goes beyond the moment
Great education energizes Great education energizes Through understanding And personal experience
So an ecotourism trip… • Provides great employment to many people • Makes money from stewardship, celebration and a es o ey o ste a ds p, ce eb at o a d education Educates thoughtful people about care for • Educates thoughtful people about care for ecosystems we need to survive • Creates deep relationships between guests and Creates deep relationships between guests and places/people/environments/animals • Creates desire in guests to change behaviour Creates desire in guests to change behaviour to to help our environment due to a deep relationship • Creates the desire for more of what you provide Creates the desire for more of what you provide
Real World Examples Real World Examples
Nature based tourism is valuable Nature based tourism is valuable • In In 2001, nature 2001, nature‐based based tourism in B.C. was a $1.5 tourism in B.C. was a $1.5 billion industry, with subtaintially more than that in pre‐and post‐trip spending by guests • Most businesses were small and medium sized, an in business for an average of 16 years. • Had a high number of repeat clients. High value and stable
New Grizzly Viewing Industry Twice As Valuable As Established Grizzly Trophy Hunting As Established Grizzly Trophy Hunting • 2003 study by Integral Economics and Raincoast Conservation Foundation • Grizzly viewing: $6.1 million in 2003 • Grizzly hunting: $3.3 million in 2003 Substantial growth in bear viewing (grizzlies and spirit bears) since then
Intelligent Education Provides Rewards d d • 2 Great Bear Rainforest trips a few years apart G eat ea a o est t ps a e yea s apa t • Media taken along to help educate the world p about the need to protect the area • 1999 journalist > Frommer’s lists the trip as one of Canada’s 7 “Best Best Travel Experiences Travel Experiences” • 2003 journalist > Explore lists the trip in the top 5 guided trips in Canada
If there were no big issues included, would they have achieved that status?
Deep Experiences Generate Repeat Business Generate Repeat Business
“Their relationship is so tender. I was so surprised. That was more p tenderness than I’ve seen with any other wildlife such as the lions in Africa.” “That was better than sitting in a stand could ever have been. You could really understand their world.” ll d d h i ld ” “I can’t believe how much they y trusted us.”
“You’re You re the only trip the only trip we’ve come back to again again”
Other Examples Other Examples • Financial support for conservation Financial support for conservation – Existing conservation groups (e.g., Raincoast) – New initiatives (e.g., land purchase) New initiatives (e g land purchase)
• Education in home communities • Lifestyle changes embraced
Education Is Key Education Is Key • • • • •
Business success from added value Business success from repeat business Conservation of ecosystems Conservation of ecosystems Inspiration of the spirit Example for humanity
Thank You
Kevin Smith, president, Maple Leaf Adventures y www.MapleLeafAdventures.com y info@MapleLeafAdventures.com y +1.250.386.7245 y PO Box 8845, Stn Central, Victoria, B.C., Canada y © Maple Leaf Adventures