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.
Can you see the lick & promise?
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.
What is being promoted? Hidden behind the banner is a sign advertising the world’s only electric vehicle museum.
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.
Pontiac in Illinois is a town where the lick and promise approach isn’t good enough, and it shows. Photo Jim Hinckley’s America
So do you live in a community where a lick and promise is deemed good enough?
The “A Year With Jim” project provides a behind the scenes tour of Jim Hinckley’s America.
To be honest I have been surprised by the popularity of the A Year With Jim project. I knew that some aspects of my daily routine such as the search for good pie, the meeting of tour groups from throughout the world, travel, and the visiting of historic sites would be of interest. However, I never imagined that people would be fascinated with the day to day life of an author who lives with a 21-year old cat that suffers from incontinence, that is consistently seeking new ways to generate income to support the writing habit, and that rambles about in an ancient Jeep.
A Year With Jim
“A Year With Jim, day 37. This week has left me feeling like the loser in a behind kicking contest for one legged men. Still, to ensure the habit of eating on a regular basis continues we soldier on. This mornings schedule included …” The best adventures are shared adventures. That is more than a motto here at Jim Hinckley’s America, it is the very foundation of all that we do from books to presentations, from community development projects to receptions for touring groups. It is also the slogan that inspired my launch of the rather voyeuristic endeavor that is the A Year With Jim project using the hashtag #yearinlifeofjim and #jimhinckleysamerica
Floyd & Company in Kingman, Arizona, a favorite of mine for good barbecue or gourmet wood fired pizza.
The concept was relatively simple; provide fans and followers with a behind the scenes tour of Jim Hinckley’s America. As with all of our projects, the goal was to provide inspiration for road trips, for fledgling writers, for community organizers, and for the curious individual that is considering the launch of a podcast, blog or YouTube channel for fun or profit. And of course there was also a marketing angle as the selling of books, of presentations, of my work as a tourism development consultant and of other services is what keeps beans on the table and the wheels turning on the Jeep (or rental car).
Isn’t funny how we can become so accustomed to the unusual that it seems normal, at least until someone points it out to us. That is what I glean from the comments posted about the A Year With Jim project. To me this wild, unpredictable, fun filled, often out of control ride has come to seem normal. In retrospect, I may have been preparing for this crazy adventure for the last fifty years or so.
In Kingman, Arizona, an outback adventure begins on the edge of town with the Cerbat Foothills trail system.
So, as our theme song recorded by the Road Crew says, come along for the ride. Follow the Year With Jim adventure on our Twitter or Instagram pages and meet some fascinating people, find a bit of inspiration for a road trip or an adventure, and see what goes on behind the programs, the books, the road trip planning, and behind the scenes at Jim Hinckley’s America.
During the 1930s, Stonydell Resort in Arlington, Missouri was a vacation destination for people from as far away as Kansas City and Oklahoma City. Photo Steve Rider
“Route 66 was completely paved in Missouri as of January 5, 1931. The final section of pavement was just east of the Pulaski County line, near Arlington. Workers tossed coins in the wet cement to celebrate. A few weeks later, thousands of people turned out in Rolla for a huge parade and celebration to mark the occasion.” Author Joe Sonderman, A Bit of Missouri 66 History. In Quapaw, Oklahoma, on March 24, 1933, to celebrate completion of Route 66 paving between Commerce, Oklahoma and Baxter Springs, Kansas there was a major celebration that included Quapaw chief Victor Griffin laying a commemorative zinc tablet in the middle of Main Street.
There was a time when communities large and small celebrated their association with Route 66. Most communities along that highways corridor were quick to recognize, especially during the dark days of the Great Depression, that US 66 offered tremendous economic opportunity. Even though the highway no longer officially exists, Route 66 is more popular today than at any time in its history. Surprisingly, unlike in times past, only a few communities between Chicago and Santa Monica see the highway as an economic boon. Many will go through the motions of harnessing the highways popularity as a catalyst for economic development and historic district revitalization. Few, however, develop promotion, marketing, and related initiatives to fully capitalize on the potential represented by Route 66 tourism. The proof, as they say, is in the pudding.
In all communities grassroots initiatives that are well informed, passionate, and are able to put aside egos to build cooperative partnerships are invaluable. In communities with tourism departments shackled by apathy, a lack of vision or ambition, and entrenched cronyism, these grassroots initiatives are the key to the harnessing of tourism as a contributor to economic development. In a nut shell providing the information and tools needed to build effective grassroots initiatives in a community were the reason I developed tourism/hospitality classes for Mohave Community College in Kingman, Arizona. This is also why I developed a condensed version of the classes that are being offered in the form of a presentation.
Examples of how to build effective grassroots initiatives are some of the projects developed and launched in Kingman. One of these was the Kingman Promotional Initiative. It is a relatively simple concept but it was initially hampered by the apathy that has plagued tourism development for years and as a result attendance was anemic. Once a month the initiative hosts an informal meeting. Business owners are invited as are city officials, event organizers, members of the arts community, and anyone interested in helping build cooperative partnerships in the company as well as representatives from, Kingman Main Street, and the state and Kingman Route 66 associations. The goal is simple, foster awareness.
To date there have been an array of positive results. An informational kiosk in the business district that stood empty for more than two years was transformed by Kingman Main Street. The Route 66 Association of Kingman working with a few business owners and the organizers of Chillin’ on Beale have hosted receptions for numerous groups and individuals including the first European Route 66 Tour as well as Marian Pavel of Touch Media, the company that has developed the Route 66 Navigation app and the Mother Road Route 66 Passport. Public arts programs such as murals have fueled the historic district renaissance. Meetings with project developers and tour company owners have enhanced Kingman’s reputation as a destination rather than just a stop. Few of these projects received any support or participation from the tourism office.
Route 66 Association Japan reception at Calico’s restaurant in Kingman, Arizona
Sadly, as happens often, this has not fostered a better working relationship with the tourism office. However, this too can be overcome through the success of grassroots initiatives and cooperative partnerships within the community and along the Route 66 corridor. The Route 66 centennial and the potential this represents should be given consideration as well as incentive for launching an effective grassroots initiative in your community.
Curious? Do you have interest in seeing your community transformed? Perhaps my presentation is just what the doctor ordered. After all, Route 66 is paved with gold.