Upload
donappl
View
262
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Broadening Our Horizons
Preparing for Dallas 2011 and Beyond
© 2011 Kimberlee Riley
“The problems of the world cannot possibly be solved by skeptics or cynics whose horizons are limited by the obvious realities. We need
men who can dream of things that never were.
John F. Kennedy
Broadening Our Horizons
© 2011 Kimberlee Riley
Broadening Our Horizons
• Boomers• Social shopping• DIY home• Moderate luxury• Urban daddy• Fitness• Green
© 2011 Kimberlee Riley
Shopping 2011
Broadening Our Horizons
• Who’s coming?
• What roles do they have?
• How will they spend their time?
• What happens after they leave?
© 2011 Kimberlee Riley
Broadening Our Horizons
• Non-profits with missions, boards• Goals within the scope of the partnering
agency• Formal agreements
– Cooperating Association, Friends Group, Nonprofits
– Guiding documents ~ DO32 and DO21– Scope of Sales
• Current statistics© 2011 Kimberlee Riley
Broadening Our Horizons
Health/No child left inside
Consumer spending
Consumer safety
QUALITY
Ecommerce
TECHNOLOGYSocial Marketing
SHOP FOR
GOODTRAVEL
Philanthropic
Green
Trust
Globalization
© 2011 Kimberlee Riley
Economy
Anniversaries
Mcommerce
Experiences
Broadening Our Horizons
Interpretation, Retail and Fundraising on Public Lands
• Extension of the visitor experience
• Interpretive and engaging• Convey appreciation for or
understanding of a site or the site programs
© 2011 Kimberlee Riley
Broadening Our Horizons
Principles of Philanthropy
• History with national parks
• National Park Centennial
• Stewardship – Across agencies
• Member vs Donor gifts
• Ways you engage
© 2011 Kimberlee Riley
Broadening Our Horizons
© 2011 Kimberlee Riley
TechnologyBy 2020:• Global • Mobile• Transparency• Continuing issue with ©• Personal::work &
virtual::reality• Next-gen rebuild architecture
Broadening Our Horizons
© 2011 Kimberlee Riley
Broadening Our Horizons
• 2010 over $ 700B and $77B in retail
• 2011- meet or exceed• Leisure (70%) –shopping
now #2 activity• International (17%) –
shopping still #1• Auto primary 76%, air
secondary© 2011 Kimberlee Riley
Travel
Broadening Our Horizons
© 2008 Kimberlee Riley
Broadening Our Horizons
© 2011 APPL
020406080
100
Vendor Characteristics Very/Extremely Important
Broadening Our Horizons
© 2011 APPL
0
20
40
60
80
100
Recommendations for Trade Show
Broadening Our Horizons
© 2011 APPL
0
20
40
60
80
100Helpful Information - Vendors to Bring to Show
Broadening Our Horizons
© 2010 APPL
020406080
100
Products Looked For at the Trade Show
Broadening Our Horizons
© 2011 APPL
0
20
40
60
80
100
Products Looked For at the Trade Show
Broadening Our Horizons
© 2011 APPL
0
20
40
60
80
100
Sourcing Vendors/Products
Broadening Our Horizons
© 2011 APPL
Product Review Process Schedule
1 time per year2-3 times per yearAs samples receivedOther
Broadening Our Horizons
© 2011 APPL
Busy Season
SpringSummerFallWinter
Season Length
0-3 months
4-6 months
7-9 months
10-12 months
Broadening Our Horizons
© 2011 APPL
01020304050
Season Begins
Broadening Our Horizons
© 2011 APPL
01020304050
Season Ends
Broadening Our Horizons
© 2010 APPL
05
10152025
Typical Order Amount at APPL
Broadening Our Horizons
© 2011 APPL
BooksApparelChildren’s products
PostcardsCollectibles/Themed
Broadening Our Horizons
© 2011 APPL
Audio or special tourDonor/member giftsItems under $
What’s new?
Broadening Our Horizons
Tilden’s Principles of Interpretation
Interpretation must relate the subject to the lives of the people in the audience to spark an interest– Does your product…
• Relate to the visitor experience?• Support personal discovery or
discovery situation?• Help audience gain new insight, see
something differently?
© Mark Hougardy
Broadening Our Horizons
© Mark Hougardy
Tilden’s Principles of Interpretation
The purpose of interpretation goes beyond providing information to reveal deeper meaning and truth– Does your product…
• Provide an opportunity to support the public land?
• Support a connection between tangible/intangible elements?
• Reinforce information in a meaningful way?
Broadening Our Horizons
Tilden’s Principles of Interpretation
• The interpretive presentation–as a work of art– should be designed as a story that informs, entertains and enlightens.– Does your product…
• Sync with site and program themes?• Provide interpretive text or creative custom
design?• Compel or provide site themes?
© Mark Hougardy
Broadening Our Horizons
Tilden’s Principles of Interpretation
• The purpose of the interpretive story is to inspire and to provoke people to broaden their horizons.– Does your product…
• Support awareness, understanding, or enthusiasm for the resource?
• Provide meaning to information• Support behavioral change or
reinforce existing behavior?• Allow for experiential learning?
© Mark Hougardy
Broadening Our Horizons
Tilden’s Principles of Interpretation
• Interpretation should present a complete theme or thesis and address the whole person.– Does your product…
• Extend the site theme?• Have materials and/or production methods that
support site themes? • Activate the senses?• Relate to current or future park activities?• Meet tangible, emotional or transformational needs?
© Mark Hougardy
Broadening Our Horizons
Tilden’s Principles of Interpretation
• Interpretation for children, teenagers, and seniors - when these comprise uniform groups-should follow fundamentally different approaches.– Does your product…
• Support a specific age group or range of ages?
© Mark Hougardy
Broadening Our Horizons
© 2011 Kimberlee Riley
Broadening Our Horizons
© 2011 Kimberlee Riley
• Visit sites• Business strategy conversations
w/customers • Use Association tools• Sign up for enewsletters, like on
Facebook, follow on Twitter, etc• Product idea exchange• Collaborative marketing efforts• Philanthropic support
Broadening Our Horizons
© 2010 Kimberlee Riley
Broadening Our Horizons
© 2011 Kimberlee Riley
Broadening Our Horizons
© 2010 Kimberlee Riley
Broadening Our Horizons
Team
Broadening Our Horizons
• APPL http://www.appl.org• U.S. Travel Association
http://www.ustravel.org/news/press-kit/travel-facts-and-statistics
• Mark Hougardy, Certified Interpretive Guide Glyphguy.com
• Networkforgood.org • Entrepreneur.com• Events
– http://www.nps.gov/pub_aff/lincoln200/index.html
– http://www.nps.gov/2016/
– http://cwar.nps.gov/civilwar/abcivwarSesqInit.htm
Broadening Our Horizons
Broadening Our Horizons
© 2011 Kimberlee Riley