Using Tourism to Make Whole Places

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Using Tourism to MakeWhole Places

• Kip Bergstrom
• November 15, 2006

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value f(quality, cost)
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Elements of Cost

• current potential
• taxes disadvantage parity
• other regulated costs disadvantage parity
• energy parity parity
• labor advantage parity
• facilities advantage parity

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Elements of Quality

• current potential
• place advantage more advantage
• ideas disadvantage parity
• talent disadvantage parity
• connectivity parity parity

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• Places Strategy
• place is a differentiator
• recruit people firms
• nurture authentic places
• get the kind of growth we want in the places we
  want it to go
• development is concentrated or linked

• Old Model
• place is a commodity
• recruit firms
• preserve land
• get whatever growth we can wherever it wants to
  go
• development is dispersed, autonomous

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Relationship of jobs placeold model
Better
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Relationship of jobs placeplaces strategy
Better
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JOB CREATORS
PLACE MAKERS
PLACES
JOBS
Jobs are everything. It doesnt matter where
they go.
Places are precious. Dont break them with growth.
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What in the hell does this have to do with
tourism?
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Relationship of tourism place - old model
Better
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Relationship of tourism place - places strategy
Better
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Need to Play
Need to Win
Whole Places
Developable Sites
Good Highway, Rail and Air Access
High Speed Rail Global Air Connections
Water Supply Availability
Peak Demand Management
Affordable Energy
Energy Efficiency
Tax Parity
Sustainable Revenues
Skilled Workers
Innovators
Research Institutions
World Class Research Teams
Product and Technology Development
Business Model Development
Transparent and Efficient Government
Innovative Government

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Tourism is not an end in itself. It is a
component of the development of whole places.
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• Places Strategy
• tourism is a differentiator
• recruit niches who stay longer spend more
• get the kind of tourism we want in the places we
  want it to go
• focus on product development

• Old Model
• tourism is a commodity
• recruit mass market
• get whatever tourism we can wherever it wants to
  go
• focus on marketing