An Exploration of Place-Building and Civic Tourism in Northern Colorado

1. Civic Tourism II Conference Providence, Rhode Island October 2008 An Exploration of Place-Building and Civic Tourism in Northern Colorado Diane Gaede, Ph.D. Recreation and Tourism Richard R. Jurin, Ph.D. Environmental Studies Drew Strickert, Graduate student, Environmental Studies David Thomas, Ph.D., Management and Marketing University of Northern Colorado Greeley, CO 80639

2. Community leaders struggle with integrating businesses into community place building Communities may lack vision in strategic tourism/business planning and community development because of: • Limited awareness of the value of planning for tourism • Limited interest in cooperative strategic planning among business owners • Limited knowledge of place-building characteristics • The nature of tourism promotion itself

3. Sense of Place (SOP) • Place is defined as both environmental (geophysical & location) and social (community and culture) • Place is organized around meanings individuals and groups give to a setting and the quality of that setting. • Place takes on meaning through events that occur as part of everyday life and experience within a community.

4. Place Interaction Organizationsshow patterns of intention toward their community through the economic and built environment, the natural environment, and the social environment There are two principles viewpoints, regarding place, that organizations operate from: Interdependence and Independence

5. Place Interaction • Independentorganizations • See themselves as occupants of place • Focus on satisfying corporate goals • View resources to satisfy corporate needs • Primary responsibility is to shareholders, use place to generate jobs and tax revenues • Maintain community relationships to benefit shareholders and corporate needs, not community needs

6. Place Interaction • Interdependent organizations • Include themselves as members of the community • Are responsible for all three realms of place (economic, natural, and social) • Actively seek a variety of opportunities to invest in and contribute to the community • Have a corporate mission that uses integrative strategies to improve the place where they are located

7. Organizations as Place BuildersPlace Building is a way of describing and evaluating how organizations values place Exploitive Contingent Contributive Transformational -Contributions are limited and are required by law -Values the community primarily for its geographic and economic assets -Cooperative efforts to improve the community and its influence -Committed to building and sustaining community -Isolated from the community’s business group -Contributions focused on what they will gain -Values the community primarily as a social network -Generates new learning and advances mutual goals -Values the community primarily for its economic and political assets -Engaged in ways that satisfy a certain outcome -Adopts strategies that help them fit into the community -Invests in activities that help build a more ethical business place

8. Exploitative Organizations • Are Independenton all aspects of place • Emphasize achieving organizational goals and profits irrespective of the impact on the community • May intentionally harm, and avoid responsibility for their actions • Occupy place but are not engaged or invested in place

9. Contingent Organizations • Focused on the organization’s needs – independentin community with some interdependency on environment • Contribute in ways to get return or benefit to the organization • Respect local laws, regulations, and ethical codes without pro-actively investing resources or assets • May enhance or damage place depending on the scope of laws and local ethical codes • View the community and place for its geographic and economic assets

10. Contributive Organizations • View themselves as key members of place, yet in a mixed independent/interdependentway on both environment and community • Engage in business practices that benefit a community • Focus on “giving back” to place, but only to fit in as advocates and participants

11. Vail Resort • Largest on-mountain recycling program of any ski resort in North America – 70% • Snowmaking machines have 33% more output capacity, use 25% less electricity, and 50% less water • Transitioning to organic, hormone-free meat, for its 2.5 million lunches

12. Transformational Organizations • View themselves as interdependentwith place • View place in an holistic manner by promoting ‘good’ business practices • View their role as a ‘change agent’ investing personal and organization resources that improve the community and the organization

13. Research in Summer of 2008 • A pilot Qualitative study was initiated to assess the environmental ethics of nature-based tourism organizations • Seven organizations were selected, and 6 of 7 were locally owned and operated – companies that provided nature-based guide services for monetary profits • Guide services ranged from nature hikes at an RV park, to fly fishing trips, to hot air balloon rides • Interview questions fell into two broad categories: 1) inquiry into the environmental ethics of the organization and 2) how the organization conveys its ethics with clients • Interviews were recorded, and lasted between 30 – 45 minutes

14. Results of Research • How does your company practice environmental ethics? • 6 of 7 said “picking up trash” – conveyed to customers as “leading by example”. • 5 of 7 had an in-house recycling program. 2 companies went to nearby towns to recycle cardboard and paper • In-house energy efficiency, mainly through the use of energy efficient light bulbs, was also deemed important by 3 of the 7 • 5 of the 7 were product vendors, and stressed the importance of carrying products that met their standard of environmental stewardship. 5 of 7 carried Patagonia (1% program) – and one company used recycled products • Cost was the biggest factor hindering progression of environmental ethics

15. CONCLUSIONS • The tourism industry, and heritage and eco tourism in particular, are destination and image conscious. • Trend toward sustainable integration of the tourism industry within a community without destroying the unique physical, cultural/social, and material environment • Important for community leaders to understand where business and non-profit organizations stand and which partnerships and alliances benefit the community long-term.

16. Questions? Comments?