(Note: Oh, how cleverly this speaker weaves his web of language deception! Read with care, please!)

January 24, 2001

By Caroline Downs

http://www.kenmarend.com

Feature Stories (Vol. 103 No. 4--01/24/2001)

The subject of expanded tourism in northwestern North Dakota keeps coming up.

"In North Dakota, you are blessed with an incredible set of resources," said Ted Eubanks, speaking at the Minot Convention and Visitors Bureau on January 12. "I'm speaking both personally and professionally now. I've seen things here I've never seen before!"

Eubanks, of Austin, Texas, was the featured speaker for the meeting because of his role as president of Fermata, Inc., a consulting firm for wildlife watching, conservation programming, and nature tourism development. He was in North Dakota to consider expanding eco-tourism opportunities at the Lonetree Wildlife Management Area north of Bismarck.

He also filled his week with speaking engagements, including Marketplace 2000 and an audience with the governor, as well as the session in Minot.

Stories to be told

"We're looking at a montage of resources that have great value to the growing trend of nature tourism," Eubanks said. "These would include the landscape, historical sites, cultural activities, and the Missouri River, among others. We need to expand our view of what these resources are in your state.

"Every one of these plants, these animals, these artifacts has a story. Are these stories being told?" he asked.

To illustrate his point, Eubanks suggested linking the historical appeal of the upcoming Lewis and Clark Bicentennial to nature tourism. "Most of what Lewis and Clark wrote about in their journals was the plants and animals they saw. And much of that happened in North Dakota!"

Eubanks shared several nationwide statistics related to the growing trend of nature tourism. "There's a population shift out of rural counties into urban counties," he said. "It's in the rural communities, though, that these great natural, cultural and historical resources remain."

According to Eubanks, opportunities abound to expand nature tourism. "In the state of North Dakota, travel tourism is the third largest industry. Yet, your state spends at the bottom of the 50 states on promotion."

He continued, "90 percent of all businesses in tourism are small businesses. These create jobs and generate tax revenue, lots of tax revenue that can be spent in ways to benefit tourists and the local residents."

Travelers may prefer a ride on a combine over amusement parks

To further convince the group, Eubanks described the average traveler as someone who prefers shopping, outdoor recreation, visiting historical places, and participating in cultural events over visiting amusement parks and attending sporting events.

"These are trends in recreation," he said. "76 percent of travelers want to go someplace they've never been before. 57 percent want to experience an are's culture, both the traditions and as it's lived today. 44 percent want to learn a new skill, something we call participatory travel."

The group laughed when Eubanks suggested that travelers to North Dakota would like to ride on a combine. "Never presume what people will be interested in," he said with a smile.

North Dakota and Orlando equalized

According to Eubanks, today's travelers want shorter, more flexible, and experiential trips. This translates into impulsive vacations, aided by the airline industry. He believes businesses in northwestern North Dakota can capitalize on this trend in vacation-planning by using the Internet.

"It's how North Dakota and Orlando, FL, are equalized," he said. "Everything on the Internet speaks the same voice. 71 percent of frequent travelers use the web to find information when making their vacation plans."

Eubanks continued his presentation by matching the desires of typical travelers to the resources he sees in northwestern North Dakota. "The business of eco-tourism and soft adventure is growing by seven percent a year. The most popular activities considered soft adventure include camping, hiking, biking, wildlife watching, horseback riding, canoeing, and water skiing. Tell me which of those you can't do around here!"

The demographics of today's travelers and the activities they're choosing to do have several marketing implications for area businesses. "These are baby boomers. They want to experience firsthand what they've read about," Eubanks said. "These are not people looking for bargains. They want to experience the sights, smells and sounds of nature, and they want to be outdoors when they do it."

He continued, "These people want to learn new skills and travel with their families, who all have divergent interests. There's a huge group of these casual and uninitiated travelers. I believe that if we focus our efforts on them, it will allow us to have more visitors, who will come back."

Eubanks addressed the potential outcomes from the expansion of nature tourism. "We looking for a multiplicity of profits here," he said. "Everything from economic and social to cultural and conservation profits. People who live in rural settings can maintain their quality of life and stay in that rural setting."

Steps towards capitalizing on demand for nature tourism

In addition to quoting statistics and telling success stories, Eubanks discussed the steps regional communities need to take in order to capitalize on this opportunity.

"First, you determine your zone of influence. What area has all the resources you want to tap into? Then, inventory those resources, and bring in new eyes, someone who hasn't grown up here taking this for granted. Third, look at the segments of the market those resources apply to and consider seasonality.

"Fourth, make business decisions, conscious decisions to expand on the "shoulder seasons" of spring and fall, for example. Fifth, start advertising. Think about those magazines that your target travelers might see, like Birds and Blooms for the casual birdwatchers instead of Birder's World.

"Next, you've got to use the Internet as your medium for target marketing. Take advantage of "real-time interpretation" and mention what's flying, what's blooming, how the fishing is at any given time.

"Finally, assess, assess, and assess. Offer exit surveys and interview the people who come. Then reevaluate and make changes."

Eubanks finished his remarks by challenging the group to act. "You have this great set of resources. You have this pent-up demand for what you have. What do you do about it? We're not talking about building Disneyland. We're talking about taking advantage of resources that are already here."

More than 40 people representing area businesses and government agencies listened to Eubanks' comments.

Eubanks' presentation appeared to have made an impact, as 25 or so people stayed after his talk to continue the discussion among themselves.

Marsha Dupre, Executive Director of the Minot Convention and Visitors Bureau, seemed especially enthusiastic. "We need a community effort, city-wide effort, regional effort to make this work," she said. She also challenged those present to start working immediately on ideas generated from Eubanks' comments.

More info available

Interested businesses or individuals should contact Dupre at 701-856-8206 at the Convention and Visitors Bureau. A follow-up meeting will be scheduled in the next four to six weeks to identify the area of focus for nature tourism. Plans will also be made at that time to travel the selected region and inventory the resources that could be promoted.

Further information about nature tourism can be found at the Fermata, Inc. web site at www.fermatainc.com.

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