When I signed on with the Sierra Mesa spread out of Faywood, New Mexico, I wasn’t exactly a greenhorn. I had earned my spurs working for the Cedar Springs Ranch based in the Music Mountains of Arizona, and had worn a bit of leather off the tree riding for other outfits in Arizona, New Mexico, and Colorado. I had even tried my hand at bronc riding but soon decided that was a good living if you didn’t plan on living long. During my John Wayne period I learned that as with any profession, there were plenty of folk that are quite adept at giving a lick and a promise. They work harder at appearing to work than if they had simply put their shoulder to the wheel and got the job done. The entire crew pays the price for their showmanship, especially if they can bluff the trail boss or foreman.
When it comes to tourism, a key component in economic development, some communities prefer to give it a lick and a promise. Others put their shoulder to the wheel. In a nutshell the tourism/hospitality classes developed for Mohave Community College, and the presentation/workshop that is a condensed version of those classes was conceived as a means to provide tools for communities that want more than a lick and a promise approach to tourism development. I designed these under the Jim Hinckley’s America banner for places along the Route 66 corridor but can adapt them to work with any town.
A common mistake made by many communities is the transformation of the visitor center into the destination rather than the point of entry. This is the easiest way to give a lick and promise. It’s also the easiest way to fool the trail boss, especially if you can show pretty graphs and numbers. On the ranch the fellow bucking hay could give a lick and promise performance by stacking the bales so the barn looked full, and adding a bit of water to the sweat band in his hat. With tourism the lick and promise approach is just as hollow.
The lick and promise approach to tourism works to outshine what is perceived to be competition when in actuality it is an opportunity to build a powerful cooperative partnership. Of course even that requires to much effort so energy is wasted on creating the illusion of success, instead of simply saddling up and getting the job done.
With the lick and promise approach time is wasted deriving excuses for missed opportunity. This works for a bit but soon it is like the story of the emperor with no clothes. Folks notice but don’t want to be the first to point out the farce.
So, what’s the answer for communities where the lick and promise approach to tourism is deemed good enough? Education. Educated grassroots initiatives. Educated grassroots initiatives that can develop cooperative partnerships. Educated grassroots initiatives that can develop cooperative partnerships that maximize use of all available resources. Educated grassroots initiatives that use partnerships and resources that transform the community into a destination for visitors and for people looking for a great place to live, to retire, to open a business and to raise a family.
So do you live in a community where a lick and promise is deemed good enough?