Quality Communities Retreat | 125
STACY THOMAS | OKLAHOMA STATE UNIVERSITY
CREATE AUTHENTIC, LOCAL EXPERIENCES. Tourism is intrinsically place-based and provides a plethora of opportunities for cities to compete, thrive economically, and attract visitors to their communities. Responsible for being the top employer in 23 states, and the second top employer in the others, tourism is a vital component of the sustainability and quality of life for cities, and it’s important for them to be able to identify resources, assets, and characteristics that create unique experiences for visitors. Rurism, a newer tourism trend that is attracting people to more rural, local communities with authentic and unique experiences, has created opportunities for smaller cities to become big competitors in this industry and create revenue streams for their communities.
LESSONS Placed-based Economic Development & Tourism: • Identify the resources and assets in a community, and how can they be commercialized • Collaborate with other businesses and communities to help bring visitors in and have a unique, marketable experience • Use local culture, stories, and history as your guide, but don’t be afraid to innovate and create new experiences that honor that history but bring in something new • Small communities have what people are looking for in terms of unique, authentic small-town experiences. It’s important for cities to understand how they can create those experiences for visitors in their own unique way • Get creative and identify the storytellers in your community that can share context and fun components of your community • Trends in visitor attractions include food, culture, art, outdoor spaces, and pet friendly establishments and activities. Identify ways your community can tap into these arenas, meet the needs for special accommodations, and stay unique • People are documenting everything they do through geotagging photos and hashtags on social media. Ensure that social media is incorporated into your tourism plans.
EXAMPLES Wine and shine tour: “Wine, Shine and Stein tour in Tennessee. Three businesses, a winery, brewery, and distillery collaborated to create a tour experience with their different businesses, also known as the booze cruise. Despite the distance between the three businesses that spanned 50 miles, they worked together to create a unique and fun experience that benefited each business. Arts and Agriculture: Identifying ways your community can connect the big industry of agriculture in the state to attract visitors. Products, events, and activities related to agriculture can collectively contribute to unique experiences.
