quinta mazatlan final

Quinta Mazatlanplanning for place

Ted Lee Eubanks Founder & President

Ted Lee Eubanks, Founder and PresidentPO 5485 Austin, Texas 78763-5485(512) 391-0095www.fermatainc.comtedleeeubanks@fermatainc.com

© All Rights Reserved

CITIES, PARKS, PLACES, AND SPACES

There is no logic that can be superimposed on the city; people

make it, and it is to them, not buildings, that we must fit our

plans…Jane Jacobs

• Cities are under increasing pressure to burnish their identities to remain competitive in an evolving global marketplace.

• High profile projects are often associated with the promotion of a locality to the outside world.

• City administrations use place making and marketing to make their cities attractive as spaces for investment, visitors, and potential residents.

City Beautiful

• Local government investments in new public recreational areas are associated with increased city attractiveness.

• “Beautiful cities” disproportionally attract highly educated individuals and experienced faster housing price appreciation, especially in supply-inelastic housing markets.

City Beautiful

• In contrast to the generally declining trends in the American central city, neighborhoods close to “central recreational districts” have experienced economic growth…

• Leisure tourists are attracted by an area’s special traits, such as proximity to the ocean, scenic views, history, architectural beauty, and cultural and recreational opportunities.

City Beautiful

• These are the same characteristics that attract households to cities when they are looking for a place to make their permanent home.

• Population and employment growth is about 2.5 percentage points higher in a metropolitan area with twice as many tourists.

Knight Soul of the Community

• Social Offerings — Places for people to meet each other and the feeling that people in the community care about each other.

• Openness — How welcoming the community is to different types of people, including families with young children, minorities, and talented college graduates.

• Aesthetics — The physical beauty of the community including the availability of parks and green spaces.

The Rural Growth Trifecta

The interaction of entrepreneurial context with the share of the workforce employed in the creative class is strongly associated with growth in the number of new establishments and employment, particularly in those rural counties endowed with attractive outdoor amenities.

Parks Values

• Parks and civic spaces are value-added investments.

• They provide crucial quality of life services to residents.

• They also attract visitors and related tourism revenues.

• Parks and civic spaces burnish the brand.

Burnish the Brand

• Central Park in NYC• Millennium Park in Chicago• Fairmont Park in Philadelphia• Discovery Green in Houston• Lady Bird Lake and Auditorium Shores in

Austin• Quinta Mazatlan in McAllen

Park & Places

o Cognitiveo Logicalo Factualo Objectiveo Discrete

Cities & Spaces

o Affectiveo Perceivedo Emotionalo Judgmental

City & Spaces

o Opinionatedo Subjectiveo Amorphouso Conjecturalo Shared

Place and Brand Extension (Zone of Influence)

Place – Quinta

Mazatlan

Space - McAllen

Space - WBC

Space – LRGV

LRGV

WBC

McAllen

Quinta Mazatlan

LRGV

WBC

McAllen

Quinta Mazatla

n

Benefit Flow Contingencies

• Alignment• Volume of flow• Breadth of flow• Capture Rate• Sustainability of flow• Linkages

MASTER PLANNING FOR OPPORTUNITY

Mastering the business of place

“Do what you can with what you have where you are.”

Theodore Roosevelt

• Experiential tourism allows the region to utilize existing resources (nature, culture, history) to attract additional travelers.

• These travelers will invest in a variety of amenities that are valued by residents as well.

Experiential Tourism

Tourism is a means to an end, and not an end unto itself.

Tourism is used to move people to place, the masses to messages, and markets to merchandise.

Experiential Tourism

• As the amenity base (or quality of life) improves, the region will be better positioned to attract high-end industries that would have chosen or fled elsewhere.

• Combined with specific efforts to develop a

diversity of local products and services for this travel market, regional residents have much to gain.

Experiential Tourism

Tourism

The Experienc

e

The Message

The Merchandi

seResources

Quality of Life

Diversified Economy

Deming PDCA Model

• Check• Adjust

• Do• Plan

Plan

Inventory

ZOI

Lands & Infrastructure

Engagement Strategies &

Programs

Core CompetenciesStakeholders

Community Linkages

Constraints

Plan

Assess

Baselines

Opportunities

Gaps

Constraints

Measures of Success

Measure

Success

$ Generated

Jobs Created

Acres Conserved

Communities Stabilized

Children Educated

Social Impact Bonds

Matrix of Opportunities

Inventory

Assessment

Identify Gaps & Constraints

Measure Success

Adjustment Markers

Priority of Opportunities

Implementation Strategy (DO)

Enhancement Strategy

• Enhance Quinta Mazatlan for in situ birding.• Enhance Quinta Mazatlan for additional wildlife

and nature viewing and photography.• Expand Quinta Mazatlan for additional birding,

wildlife, and nature viewing and photography opportunities.

• Extend Quinta’s reach to serve as a focus for birding, wildlife, and nature viewing and photography in the WBC and the LRGV.

Extend QuintaReach

Expand Quinta Land

Enhance Wildlife and NatureIn situ

Enhance BirdingIn situ

Quinta Mazatlan Strategy

Heritage

Nature

Wildlife

Birds

Enhancement Strategy

• Develop better alignment between Quinta Mazatlan and the cultural/historical resources in McAllen.

• Extend the linkages between Quinta Mazatlan and related business interests in McAllen.

• Enhance the relationship between Quinta Mazatlan and the economic development interests in McAllen.

• Strengthen the alignment (concurrence) between Quinta Mazatlan and the community.

Physical Enhancements• Trails• Auto Self-guided Tours• Guided Tours (bus, jitney)• Boardwalks• Canopy Walks• Observation Towers• Blinds

Physical Enhancements

• Water– Pond– Features– Punts– Bluewater Trails

Physical Enhancements

• Food and Feeders• Habitat– Scale– Diversity

• Landscaping• Nest Structures

Physical Enhancements• Interpretation– Impersonal• Signs• Printed maps and guides• Audio guides• Reference library

– Personal• Staff (personal interpretation)

– Visitors Center– Interpretation– Retail

The Virtual World

• In 2015, Uber, the world’s largest taxi company, owns no vehicles.

• Facebook, the world’s most popular media owner, creates no content.

• Alibaba, the world’s most valuable retailer, has no inventor.

• Airbnb, the world’s largest accommodation provider, owns no real estate.

The Virtual World

• Consumers expect to engage with brands to get any information or service they desire, immediately, and in context.

• Today, 18% of US online consumers have this expectation, while 30% are in the midst of a transition to this mind shift.

• This revolution is taking place quickly around the world: Forrester forecasts that 42% of the total population globally will own a smartphone by the end of 2015.

Virtual Enhancement

• Web• Weblog• Social Media– Facebook– Twitter

• eBird• iNaturalist

Virtual Enhancements

• Cameras– Digital imagery– Trail Cams– Nest Cams– Feeder Cams

• Mobile– Field Guides– Trails (Trails2go)

Traditional Technologies

• Print• Radio• Television• Interpretive

Signage• Interpretive print

(guides, brochures, maps)

• Audio guides

Traditional Digital Media

• Web• Weblog– Itineraries– Maps– Guides– Audio– RSS Feeds

Emerging Media

• Google Earth• Location-aware media• SmartPhone apps• Codes/Tags• NFC• Streaming• HTML 5• Emerging hardware• Transponders

Smart Phones

• Stream (web-based)– Web– Download (pdf)

• Apps– Iphone– Android– Blackberry

It is the framework which changes with each new technology and not just the picture within the frame...

Marshall McLuhan

Where Do I Start?

The Hedgehog Concept

Passion

Power

Proficiency

Profit

Risk & Reward

0.5 1 1.5 2 2.5 3 3.50

0.5

1

1.5

2

2.5

3

3.5

Series1; 3 3

11

3

Risk

Risk

Risk

Rew

ard

Ideas

• Naturalized landscapes• Just add water• A different view• Trails, to go• Parks to the people

Case Studies

• PA Wilds Elk Center

• Estero Llano Grande

• Artist Boat Coastal Heritage Preserve

Case Studies

• PA Wilds Elk Center

• Estero Llano Grande

• Artist Boat Coastal Heritage Preserve

Case Studies

• PA Wilds Elk Center

• Estero Llano Grande

• Artist Boat Coastal Heritage Preserve

DISCUSSION AND BREAKplanning for place

PLACE AND SPACE

What begins as undifferentiated space becomes place as we get to know it better and endow it with value…Yi-Fu Tuan

…an unknown physical setting is a “blank space” that only becomes a “place” as it is

endowed with meanings through lived experiences.

Place involves meanings and values that facilitate intimate connections with particular geographical areas.

o Environment refers to the biophysical components of landscapes;

o These components exist regardless of the types of human connections to them.

Place Identityo Place identity is a

component of the self and refers to how one views oneself in relation to the environment.

o It captures humans’ use of places in constructing and maintaining self-identity.

CONSERVATION OF PLACE

What is the theory about the motivations to conserve special places?

Place Attachment

o Place attachment is a positive emotional bond with a setting.

o Place attachment is the extent to which an individual values or identifies with a particular environmental setting.

o Place theorists speculate that individuals who are emotionally, psychologically, or functionally attached to a place will act to protect that place.

Place Satisfactiono Once of the factors that can play a role in the formation of place attachment is satisfaction with a place.

o If an individual is satisfied with a park, he or she will likely return to that park if the opportunity presents itself.

o Repeated visits build meanings and values associated with the park.

…individuals who are emotionally, cognitively, or functionally attached to a place will act to

protect that place.

…research has shown this is true in several different contexts including

parks, protected areas, and recreation landscapes.

…we are willing to fight for places that are more

central to our identities…this is

especially true when important symbolic

meanings are threatened by

prospective change…

Richard Stedman

SENSE OF PLACE

The Role of Interpretation in Defining and Communicating Place

Sense of Place

Affective

CognitiveFunctional

…outside interests have a role in shaping cognition, through shaping the physical landscape, through interpretation of the

landscape…

Richard Stedman 2002

Interpretive planning constructs a thematic framework overlaying space and time.

The interpretive framework includes not only an inventory of places and resources (such as rare species or biodiversity) within a space, but also

identifies a diversity of meanings and values associated with each place.

…the visitor’s chief interest is in whatever touches

his personality, his experiences, and his ideals…Freeman Tilden

“…to reveal the beautiful truths that

lie behind the appearances.”

Freeman Tilden

You go away for a long time and return a different person – you never come all the way back…Paul Theroux

TRAVEL AND TOURISM

Moving people to place, the masses to messages, and markets to merchandise

People Places Space

Consumers (tourists) favor consuming experiences over traditional goods and services.

Anticipation is often more important than the actual consumption of the travel experience .

Experiences are memorable.

The Experience Economy

Experiences are as distinct from services as services are from goods…Joseph Pine &

James Gilmore

Travel is ephemeral; the travel experiences are everlasting.

Nature

Culture

Resources

History

Inherited Experiences

Experiential Tourism

• Experiential tourism depends on inherited rather than fabricated or artificial resources.

• The inherited resources that underpin experiential tourism include cultural, historical, and ecological resources.

• Within culture we include resources such as art, music, food, dance, religion, architecture, traditions, stories and myth, and traditional clothing.

Experiential Tourism

• Authentic • Depends on inherited resources • Benefits locality • Enlightening (transformational) • Sustainable– Society– Ecology– Economy

• Experience, rather than price, driven

Heritage Tourism

• 78% of all U.S. leisure travelers participate in cultural and/or heritage activities while traveling, translating to 118.3 million adults each year.

• With cultural and heritage travelers spending an average of $994 per trip, they contribute more than $192 billion annually to the U.S. economy.

Heritage Tourism

• Other cultural and heritage activities identified by travelers include visiting historic sites (66%);

• Attending historical re-enactments (64%);• Visiting art museums/galleries (54%);• Attending an art/craft fair or festival (45%);

Heritage Tourism

• Attending a professional dance performance (44%);

• Visiting state/national parks (41%); • Shopping in museum stores (32%); • Exploring urban neighborhoods (30%).• The vast majority of these travelers (65%) say

that they seek travel experiences where the “destination, its buildings and surroundings have retained their historic character.”

RECREATIONThe Pathway to Nature

Outdoor Recreation

• Outdoor recreation trips contribute $243 billion in retail sales and create a $379 billion ripple effect for a total contribution of $622 billion into our economy.

• Department of the Interior managed lands contributed more than $44 billion in economic activity and supported more than 388,000 jobs – many in rural areas.

• Department of Interior spent $214 million in land acquisition in 2010 that yielded $442 million in economic activity and around 3,000 jobs.

Outdoor Recreation

Outdoor recreation can create an additional 100,000 to 200,000 US jobs with magnified impact in rural communities.

2011 Outdoor Participation

• Nearly 50 percent of all Americans ages six and older, or 141.1 million individuals, participated in at least one outdoor activity in 2011, making 11.5 billion outings.

• In fact, last year, Americans enjoyed 1.4 billion more outings than the previous year. compared to 2010, participation in outdoor activities increased slightly among all age groups from 6 to 44, while participation among those ages 44 and up remained relatively flat.

Fastest Growing Outdoor Recreations• Adventure Racing: 15.8%• Hunting (bow): 24.5%• Kayaking (recreational): 31.9%• Kayaking (white water): 24.5%• Running/jogging: 23.3%• Skiing (cross country): 12.2%• Skiing (free style): 34.3%• Snowshoeing: 40.7%• Telemarking (downhill): 46.3%• Triathlon (non-traditional/off road): 17.8%• Triathlon (traditional/road): 28.2%

• More than 90 million U.S. residents (16 years old and older) participated in some form of wildlife-related recreation in 2011. Participation is up 3 percent from five years earlier. The increase was primarily among those who fished and hunted.

• Wildlife recreationists spent $144.7 billion in 2011 on their activities, which equated to 1 percent of the Gross Domestic Product. Of the total amount spent, $49.5 billion was trip-related, $70.4 billion was spent on equipment, and $24.8 billion was spent on other items such as licenses and land leasing and ownership.

• According to the Outdoor Foundation, there were 14,152,000 birders who left home to watch birds in 2014.

• The number of sportspersons rose from 33.9 million in 2006 to 37.4 million in 2011. The data show that 33.1 million people fished, 13.7 million hunted, and 71.8 million participated in at least one type of wildlife-watching activity such as observing, feeding and photographing wildlife.

References

• Carlino, G.A. a d A. Saiz. City Beautiful: Revealed Preferences for Amenities and Urban Growth. Federal Reserve Bank of Philadelphia. June 2008.

• Carlino, G.A. and A. Saiz. City Beautiful, IZA Discussion Paper No. 3778. October 2008.

• Knight Soul of the Community 2010.• McGranahan, D.A., T.R. Wojan, and D.M. Lambert.

The rural growth trifecta: outdoor amenities, creative class and entrepreneurial context. Journal of Economic Geography (2010) pp. 1–29.