A Reflection on my Service Internship in Belize

Introduction & Personal Learning Objectives

This summer, I had the chance to go to Belize through the University of Arkansas and Peacework organizations. During my 8-week stint there, I completed a service internship for the Mayflower Bocawina National Park (MBNP) where I worked under the Mayflower Bocawina Environmental and Development Group (MBEDG), who I also refer to as “the Board”. I was tasked with creating marketing plans for two new projects that the Board is seeking to implement in the coming months – mountain biking and glamping projects. Additionally, I was encouraged to provide insight as a Non-Belizean on my first impressions of the park, how the park operates from an outsider’s perspective, and provide suggestions on things to improve from both a customer experience standpoint and operational standpoint.

Personally, I went into the summer knowing that it was going to be rather open-ended and flexible to what I wanted to do. With that in mind, I hoped to focus on Process Improvement and apply any knowledge I have gained from my studies in Supply Chain Management and Marketing in an unorthodox setting. Having studied Spanish for two years as well, I went into the summer hopeful to practice my speaking skills. Ultimately, I wanted to come into the experience with an open mind and learn as much as I could about culture, business in another country, business in a national park and in the outdoor industry, and to use the skills and knowledge that I’ve gained to help improve the park as much as I could during my time there. I’m happy to say that in terms of learning and impact, I could not have asked for a better summer experience.

Background Review

I began my time by doing research of what other opportunities were out there to experience nature apart from the MBNP. There are many protected areas in Belize, all managed very differently. I was able to gain a wholistic view of what Belize has to offer from an ecotourism standpoint.

A couple of weeks into the internship, I found a document in the office that I wish I would have had from the get-go. There was a three-year business plan for the park, written by one of their governing organizations, the Association of Protected Areas Management Organization (APAMO). In it there were many clarifications on park goals and ideas on how to achieve them. Although it stayed high-level, I could see how my work would fit into the growth trajectory of the park and the current understanding of things that need to be achieved in order to best utilize the park’s resources for competitive advantage.

From this clarification, I began to attack my projects from the marketing standpoint of changing how the park is perceived. It is clear to see that most guests come for the half or single-day trip to see a waterfall or two, or maybe to go to the resort within the park boundaries and do some ziplining, never to return. However, the park has the resources and the human capital necessary to make itself a must-see, multi-day experience that all travelers to Belize must encounter. That became the vision with which I viewed my projects through the rest of the summer.

Project Details on Assignments / Duties

I ended up branching off and doing various projects throughout the summer, with the central focus remaining on the marketing plans and taking steps toward the park vision. The following are the projects that I was able to lead and a brief description of each:

Converted several pen-and-paper check-in books to a digital format in Excel

• There are thousands of entries into the Income Book that the park has to keep track of revenues over time, and tens of thousands of entries into the Belizean and Non-Belizean Check-In Books where guests sign into the park. I converted these values going back to 2020 in the Income Book and 2021 in the Belizean Check-In Book, as well as the year of 2023 to date for the Non-Belizean Check-In Book.

Analyzed the new Excel workbooks and created value-adding insights

• Once the data was entered and cleaned, I focused on the Income Book data first, providing high-level insights and visuals for the following:

1. Monthly Revenue Over Time
2. ?Comparative Monthly Revenue
3. Year over Year (YoY) Monthly Revenue
4. Attendance Over Time
5. Non-Belizean YoY Attendance
6. Belizean YoY Attendance
7. Camping Revenue Over Time

• Time did not permit me to go further with the Check-In data, but the raw data can be manipulated and analyzed moving forward

Process Improvement on the guest check-in and guest camping processes

• Following the DMAIC framework of Lean Six Sigma (Define, Measure, Analyze, Improve, and Control), I defined the current state by spending significant time getting to know the ins and outs of the park and doing current state mapping with the rangers. From there we defined pain points and bottleneck in the processes and brainstormed small changes to slowly implement and measure, analyze, and continue to improve over time.

Marketing plan for mountain biking

• With this being the first mountain biking trail in all of Belize, it was a big task to create a plan for its launch! I assessed rider to ranger options with the bikes that the park currently has, future trail additions, pricing and valuation, and package ideation for mountain biking on the main trail being built, the Big Drop Falls Trail. With this plan, the Board can solidify their plans for getting the mountain biking trail up and running on the promotional side of things once the trail itself is complete. They also have a good roadmap going forward for growth opportunities for mountain biking, should the Big Drop Falls Trail be successful once operational.

Mountain biking manual for future guest use

• I drafted an eight-page mountain biking manual with the intention of guests being able to gain knowledge about mountain biking, riding safety, tips for how to ride. It will also serve as a form of passive advertising as it gives guests something to take home and display. Most importantly, I included information that could spark the imagination of new riders to explore and research the world of mountain biking even further and start them on a journey of fun and fitness for the rest of their lives. It contains the following sections:

1. Know Your Bike!
2. Learn the Trails
3. How Do You Fit In?
4. Tips for Riding
5. Trail Etiquette
6. Get Out There and Ride!

• It also includes a draft of a waiver for the park to use to protect themselves from legal action

Marketing plan for glamping

• I assessed competition from other campgrounds and protected areas that allow camping, looked at pricing and valuation for different options that could be offered at the park, and focused on package ideation for the Antelope Falls campsite. There is also a small cabin that is not currently in use at the park, so I focused on getting that implemented as well.

Promotion for new camping rental equipment

• I created a flyer that can be displayed at the check-in area at the office of the park so that guests can easily see rental options and prices for camping equipment

Analysis / Implications for the Company

I was able to send a presentation of each project to the Board and get very positive feedback regarding what was accomplished this summer. There were many difficulties along the way with cultural barriers, communication issues, and even inconsistencies with who I was working with on a day-to-day basis. But, through those things there were many positives and I’m proud of the way each project turned out.

Most the projects that I got a chance to work on have future implications for the MBNP and MBEDG. They were able to purchase a laptop for the park and hired an office worker who will continue to focus on digitizing the Income and Check-In Books. Additionally, once they finalize the physical side of things in terms of finishing building the mountain biking trail and get the necessary resources to start offering glamping, they will have the groundwork laid out for marketing and rolling out those projects.

Conclusion & Personal Evaluation

To wrap up, I was able to grow immeasurably from my experience in Belize. I learned how to work in a foreign environment and adapt to living circumstances that I am not used to. I was able to build relationships with the rangers and teammates while I was there, as well as provide valuable insights that I hope will continue to impact the park for months and years to come. I was not able to practice my Spanish speaking skills as I had hoped since the primary spoken language is Creole, but I got to see real world application of things I’ve learned from Supply Chain Management and Marketing courses throughout my college career. I was specifically glad to take up a couple of projects with Process Improvement. Overall, working in Belize was a professional and personal experience that I will cherish and never forget.