Turning Nothing Into Something: A Framework for Economic Developers
Imagine taking a quiet, overlooked aspect of your community and transforming it into a movement that drives economic growth, attracts visitors, and builds community pride.
That’s exactly what we achieved with Maple in the County, a shoulder-season event that started with zero visitors and grew to welcome over 15,000 annually. Along the way, it generated millions of dollars in spending, created a strong sub-brand for the region, and became a cherished tradition that’s been thriving for over 20 years.
Sounds like a dream, right? But it’s entirely achievable with the right process.
The Problem
As economic developers, we face these common challenges:
? Leveraging unique assets: How do you turn what you already have into something valuable?
? Creating scalable, sustainable initiatives: What happens after the first year?
? Building partnerships and buy-in: How do you align stakeholders to support your vision?
These pain points can leave even the most well-intentioned initiatives underfunded, under-supported, and underwhelming.
The Solution: My 5-Step Framework
Here’s how you can take your community’s hidden gems and turn them into a transformative success story:
1?? Identify Your Assets
Every community has untapped potential. For Maple in the County, we found it in our maple syrup producers, local food, cultural institutions, and the county’s rural charm.
Ask yourself: What unique resources can your community offer the world?
2?? Package Them for Success
We didn’t just sell maple syrup; we crafted a memorable experience—a story people wanted to be part of.
3?? Promote Like Crazy
If no one knows about it, it doesn’t matter how good it is. We hosted a media event to build buzz and promoted relentlessly using traditional and digital platforms.
4?? Measure and Celebrate
Data is your friend. In year one, 2,000 people showed up—and we shouted that success from the rooftops. By year five, attendance hit 15,000 annually, and the spending followed.
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5?? Sustain and Repeat
The real magic happens when your initiative outlasts you. For 20+ years, Maple in the County has grown because we built partnerships, delivered value, and established a legacy.
The Formula Works for More Than Just Events
This framework isn’t just for events. I’ve used it to drive success for:
Curious about how this could work for you? Ask me—I’d love to share more examples!
The Outcome: What Success Looks Like
When you get this right, here’s what you can expect:
? Economic Growth: From thousands in the early days to millions in annual spending.
? Community Pride: Residents take ownership of the success, building identity and pride. ? Halo Effect: Tourism drives trial—visitors return to start businesses, move in, and fuel a thriving ecosystem.
Imagine this for your community. Your hard work pays off as stakeholders rally around your initiative, residents embrace it, and the benefits ripple outward for years.
What’s Your “Maple in the County”?
If this process resonates, I’d love to hear your thoughts. Have you implemented something similar? Or are you working on an idea that needs this kind of transformation?
Drop a comment below—I’d love to learn from your experiences and challenges.
If you’re ready to take your community’s assets and turn them into something extraordinary, let’s connect. Together, we can create the next big success story.
Like, share, or comment to join the conversation!
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