: Emilyn Sheffield - Boomers, Millennials, and Latinos are large and important groups to serve. These groups aren’t uniform but they are huge…each 50 – 80 million strong. Who are they? Where are they? How do you capture the power of their hopes and dreams to improve your bottom line and advance your mission.
2. CHANGES in the size, composition,
and choices of the population will
DETERMINE OUR FUTURE…
3. PLAYING TO WIN
• Baby Boomers • Who are they?
• Families with Children • Where are they?
• College-going • How do you capture
Millennials the power of their
hopes and dreams….
• Outdoor | Adventure – To improve
• Boomers | Families your bottom line
• Western States – To advance
your mission
6. KEY FINDINGS FROM 2010 CENSUS
• 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%
7. 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
8.
9.
10.
11.
12.
13. About 70% from these 3 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
About 63% from these 5 metros
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
14.
15.
16.
17. ADVENTURE | AUTHENTIC | DEEPER, MORE MEANINGFUL | EXPERIENCE
VALUE | FAMILIES W/ KIDS | WORTH GETTING TO | BEAUTIFUL | OUTDOOR RECREATION
18. http://www.patchworknation.org/
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 )
Boom Towns | Service Worker Centers | Monied ‘Burbs
26. Folks Seeking the Sun
Almost 88 percent of the population growth between
2000 and 2030 will be distributed in the South and
West.
Source: Census Bureau
27. ALMOST ALL
URBAN
(85% in the
western states)
Yanc/Dreamstime.com
39. BABY BOOMERS • Who Are? • Where Are They…
– 78 Million – Psychologically
– 1946 – 1964 – Reconnect w/
Values of Youth
– Fueling Senior
Growth – Prime Nostalgia
• Where Live? – Links to Nature
– Unstructured Play
– Throughout CA
– Camps, Orgs
– Rec& Retire
– Nature Vacations
• Why Intrigue? – Language of Leisure
– Large Cohort – English & Print
– Free Time/Money – Digital/Social Media
– Carry Us Until We – Web, Email, FB
Figure It Out
40. BABY BOOMERS • Amenities • Accommodations
– Feel Special – Pet Friendly
– Comfort/Pamper
– Couples or Two-Gen
• Activities
– Learn Something
– Multi-Generational
– “Savor” Life – “Connecting” but…
• Foodies • [Re]Development
• Entertainment
– Hotel, not motel
• Connect with
Outdoor Recreation – Interval not whole
– Reconnect with – Rental homes and
Environmental cabins
Values
– Single and Multi-
– W/ Their Millennial
Kids room Units
42. 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?
44. FAMILIES WITH KIDS • Who Are? • Where Are They…
– More diverse in – Psychologically
every way – Family Bonds
– Less experience with – Safety & Security
natural systems – Links to Nature
• Where Live? – Relaxation/Family
– Urban & Suburban – Safe Kids Play
– South & West
– Language of Leisure
• Why Intrigue? – Language of Home
– OR patterns
– Digital/Social Media
established
– Kids and Nature – Integrated
– Another “boom” – Essential
45. FAMILIES WITH KIDS • Amenities • Accommodations
– Family Friendly – Value Important
– Entertainment – Kitchens
• Activities – Flexible Sleeping
Arrangements
– Unstructured Play
– Learn To Programs • Re/Development &
Repurposing
• Connect with
– More Sinks/Baths
Outdoor
– Flexible Space for
Recreation 6 – 12 Folks
– Learning – Upscale & Clean
– Family Fun
46. DIVERSE RACIAL & ETHNIC
• Amenities • Accommodations
– Family Friendly
– Bilingual – Incomes are Rising
BACKGROUNDS
– Nature & Kids but Value Important
• Unstructured
• Learning – Extended Family
• Healthy
• Activities • Re/Development &
– Active Recreation Repurposing
– Passive Recreation
– Varied Recreation “Style” – Careful Consultation
• Connect with Outdoor – Kitchens and
Recreation
– Through Kids Bathrooms
– Nature & Kids
• Unstructured
• Learning
• Healthy
47. Latent Outdoor Recreation
Demand among California Latinos
• Walking for fitness or fun
• Camping in developed sites
• Picnicking in picnic areas
• Visiting outdoor nature
Benjamin Miller Free Stock Photos
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…..
48. 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?
51. • Who Are? • Where Are They…
– Larger than – Psychologically
MILLENNIALS
Baby Boom – Becoming
– Very Diverse – Hopeful &
• Where Live? Worried
– Metro & Suburban – Links to Nature
• Why Intrigue? – Mediated
– Future Leaders – Language of Leisure
– College/Career – Digital
– Save Us From – Digital/Social Media
Ourselves – Ubiquitous
53. • Accommodations • Re/Development,
– Affordable Repurposing, Refining
MILLENNIALS
– Clean & Attractive
– Employee Housing
– Vintage OK if
1st Two Met – Hostel-esque for
• Re/Development & College aged
Repurposing – Public Transit
– Spif Vintage
– Promote “Green” – Media & Promotion
– Multi-gen Properties – More Diversity
– Price Points Entertainment
– 2 or 3 Gen Travel Photos &
Groups
Spokespersons
54. 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?
65. 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
66. 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
67. IDEAS TO CONSIDER
• Markets to Develop
– Senior
– Millennials
– Latinos/Hispanics
• Opening the Discussion
– Focus Groups
– Support to Community
• On the Horizon
– STEM
– VolunTourism& Service
69. Playing to Win… A Personal Story
The Best Gift We’ve
Been Given
70.
71. 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.
72. • 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