Being in Business Can Be Good for the Environment

Why Putting Education As Your Highest ValueWhy Putting Education As Your Highest Value Offering Can Help Save the World and Your Business

by Kevin Smithby Kevin SmithPresident, Maple Leaf Adventures

TIES Conference 2008www.MapleLeafAdventures.com

How does an educated environmentalist makeenvironmentalist make 

things better?things better?

Join an organization?g

Volunteer some time?

Shrink your impact on the biosphere?Shrink your impact on the biosphere?

OR…

Create a business

Create income for family and friendsCreate income for family and friends

Take thousands of people to earth’s great wonders

See them become motivated to act differentlyy

Show the world business can be successful and thoughtful and based on deep ecology.

EcotourismEcotourism 

+

i i lExperiential pEducationEducation

Why are we in business?Why are we in business?

• 1 To make money1. To make money.

• 2. To control our destiny / lifestyle.

3 k d hi h i h ld• 3. To make good things happen in the world.

Ecotourism success howeverEcotourism success, however,

• Is not just a lifestyle.

• Is not just wildlife viewing• Is not just wildlife viewing.

• Is not just making policies about• Is not just making policies about keeping your hotel towel for another day.

Education = Value

People desire an intelligent, deep and l ti l ti hi ith thilasting relationship with something 

wondrous

• These are intelligent people• These are intelligent people“Conscious consumers” “Awakening” “NEOs”

• They are used to analyzing, looking at the big picture making decisionsat the big picture, making decisions

• Give them the full pictureGive them the full picture

• Don’t sugar‐coat it• Give them depth

• People pay more for that exclusivePeople pay more for that exclusive, thoughtful and very personal 

iexperience

• Allowing you to survive as anAllowing you to survive as an ecotourism business

• And because they have a personal relationshippersonal relationship…

it goes beyond the moment

Great education energizesGreat education energizes

Through understanding

And personal experience

So an ecotourism trip…

• Provides great employment to many people

• Makes money from stewardship, celebration and a es o ey o ste a ds p, ce eb at o a deducation

• Educates thoughtful people about care forEducates thoughtful people about care for ecosystems we need to survive

• Creates deep relationships between guests andCreates deep relationships between guests and places/people/environments/animals

• Creates desire in guests to change behaviour toCreates desire in guests to change behaviour to help our environment due to a deep relationship

• Creates the desire for more of what you provide• Creates the desire for more of what you provide

Real World ExamplesReal World Examples

Nature based tourism is valuableNature based tourism is valuable

• In 2001, nature‐based tourism in B.C. was a $1.5In 2001, nature based tourism in B.C. was a $1.5 billion industry, with  subtaintially more than that in pre‐and post‐trip spending by guests

• Most businesses were small and medium sized, an in business for an average of 16 years.

• Had a high number of repeat clients.

High value and stable

New Grizzly Viewing IndustryTwice As Valuable

As Established Grizzly Trophy HuntingAs Established Grizzly Trophy Hunting

• 2003 study by Integral Economics and Raincoast Conservation Foundation

• Grizzly viewing: $6.1 million in 2003

• Grizzly hunting: $3.3 million in 2003

Substantial growth in bear viewing (grizzlies and spirit bears) since then

Intelligent Education d dProvides Rewards

• 2 Great Bear Rainforest trips a few years apartG eat ea a o est t ps a e yea s apa t• Media taken along to help educate the world about the need to protect the areap

• 1999 journalist > Frommer’s lists the trip as one of Canada’s 7 “Best Travel Experiences”Best Travel Experiences

• 2003 journalist > Explore lists the trip in the top 5 guided trips in Canada

If there were no big issues included, would they have achieved that status?

Deep ExperiencesGenerate Repeat BusinessGenerate Repeat Business

“Their relationship is so tender. I was so surprised. That was more ptenderness than I’ve seen with any other wildlife such as the lions in Africa.”

“That was better than sitting in a stand could ever have been. You could 

ll d d h i ld ”really understand their world.”

“I can’t believe how much they ytrusted us.”

“You’re the only tripYou re the only trip we’ve come back to again”again

Other ExamplesOther Examples

• Financial support for conservationFinancial support for conservation– Existing conservation groups (e.g., Raincoast)

New initiatives (e g land purchase)– New initiatives (e.g., land purchase)

• Education in home communities

• Lifestyle changes embraced

Education Is KeyEducation Is Key

• Business success from added value

• Business success from repeat business

• Conservation of ecosystems• Conservation of ecosystems

• Inspiration of the spirit

• Example for humanity

Thank You

Kevin Smith, president, Maple Leaf Adventures  www.MapleLeafAdventures.com info@MapleLeafAdventures.com  +1.250.386.7245  PO Box 8845, Stn Central, Victoria, B.C., Canada © Maple Leaf Adventures