The Rediscover America Tour Is Here: How to Get Your Community Ready
Watch Quint Studer and Chuck Marohn in the webcast, “Thriving on the Other Side of COVID-19.”
America’s communities are starting to open up. It’s been a long few months, and people are ready to get out of their houses. But don’t expect it to be like a flood gate releasing. Most likely, it will be more of a slow and cautious venturing out. Most likely, people won’t be quick to hop on a plane but will opt for local and regional travel instead.
You might think of this as the Rediscover America Tour. It’s going to be an exciting time and a big opportunity for communities to showcase what makes them great. Is yours ready for it?
First, let’s take a moment to reflect on one of the bright spots of the pandemic: Smaller towns and communities actually have an edge right now. Their sparse populations and expanses of open space make them hot commodities. If you’re one of them, make the most of it.
This means getting proactive. It’s important for community leaders to grab this opportunity and to move quickly. People’s expectations will be high, so make sure your community is ready to delight them.
Those communities that have done a good job of placemaking are ahead of the curve, but it’s not too late even for the slow starters! Here are a few tips to help your community get ready for the Rediscover America Tour:
If you started revitalization before the pandemic, don’t lose momentum. I love the story of how U.S. Air Force Officer Chuck Yeager broke the sound barrier in the 1940s. Others had attempted it and failed, because when they got to a certain speed, there was so much turbulence that the plane shook. The natural instinct was to pull up on the throttle. But Yeager didn’t back off. He kept the throttle down and ended up breaking the sound barrier. Communities need to do the same: Keep your eyes on the future and keep the throttle down.
Thoughtfully and carefully narrate the plan to your community. The right messaging and communication will help create a sense of urgency and get people to engage. This will be important as the community will need to work together to avoid analysis paralysis and execute on smart ideas. There will be many discussions to navigate, not only around revitalization but on the logistics of reopening. Both will be happening at the same time. It’s critical to be aware that these discussions can be tricky, for many reasons.
Build on your assets and strengths. What is your community known for? What are your bright spots? Use these to cultivate and strengthen your sense of place. Difference, not sameness, is what draws visitors. Look for ways to accentuate those features as you move forward.
Brooklyn, New York. Image via Julian Wan.
“Small ball” still matters. As Chuck Marohn so often says, it’s important to make small, incremental changes. Big changes made all at once are often unsustainable. Look around and see what you could do better. What small improvements might be made? Execute on them and then celebrate these small wins to keep momentum going.
Don’t wait until the timing is perfect to get into traffic. Think about how you merge onto the interstate. If you wait until conditions are 100 percent favorable, you might never make a move. Jump in when you can and adjust to meet the flow of traffic. Experiment. Try shutting down a street to cars to create more walkability (and open up dining space to help restaurants survive). Get creative with your programming to attract people downtown (while maintaining social distancing). Consider offering free equipment rentals for outdoor attractions.
Teach citizens and business owners how to manage up your city. We all benefit from creating a great local experience. A lot of this can and should happen inside small businesses like restaurants and shops. Every business should think of itself as a mini “visitor center.” Encourage them to cross-promote other businesses and area attractions. Give employees the language to use so everyone is consistent in their messaging.
Understand it’s about the experience, not just the product. This is how Disney does it: It’s less about the rides and attractions and more about the “magical” experience visitors have. Likewise, people may return to a coffee shop not because of a great cappuccino but because of the really fun barista who serves it. Remind business owners and other leaders that what you’re selling is enthusiasm for your city. Make this a centerpiece of your marketing.
Finally, be patient. We are all learning. Some things will work better than expected, some will meet expectations, and some will not work. Patience and forgiveness are important.
Above all, mindset is everything. There are many changes and challenges to navigate, yes, but there is also great potential to be realized. Those who think of the new normal as an amazing opportunity to shine, rather than thinking of themselves as victims, are more likely to thrive.
Cover image via Unsplash.
About the Author
Quint Studer is author of Building a Vibrant Community: How Citizen-Powered Change Is Reshaping America and Wall Street Journal bestseller The Busy Leader’s Handbook: How to Lead People and Places That Thrive. He is founder of Pensacola’s Studer Community Institute, a nonprofit organization focused on improving the community’s quality of life, and Vibrant Community Partners, which coaches communities in building out a blueprint for achieving growth and excellence. Quint speaks and works with communities across the country, helping them execute on their strategic plans, create a better quality of life, and attract and retain talent and investment. He is a businessman, a visionary, an entrepreneur, and a mentor to many. He currently serves as Entrepreneur-in-Residence at the University of West Florida, Executive-in-Residence at George Washington University, and Lecturer at Cornell University.
For more information, please visit www.thebusyleadershandbook.com, www.vibrantcommunityblueprint.com, and www.studeri.org.