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Adirondack Beer & Discovery Trail?

May 29, 2014 - Ernest Hohmeyer
What do these two things have to do with each other you might ask?

As more information broadcasts our way, we seem to become more infatuated with symbols, pictures, videos – and maps.

You’re Selling What?

It used to be simple. If you had a product or service you simply stated what it was – no muss, no fuss.

Then, that became not good enough. It had to be a story that “educates” the customer. And it was all about content.

Now, written content is out the window and marketing pontiffs urge you to place your “story” as images – and if they move, even better.

So images, maps and symbols rule the day.

What Language?

I knew it when I was a kid, I should have learned Morse code. I’d be better at this spacing and tapping stuff now - to heck with that boring typing class.

The new “symbol” for maps seems to be “trails.”

Adk Beer Trail?

As I commented during my spring travels (“Who are the Adirondack Arts”?) as I picked up similar materials from communities outside the Adirondacks, I was struck by the idea of an “Adirondack Discovery Trail.” I was specifically thinking of the arts then but I wonder if we could add another blossoming Adirondack industry: beer – and spirits.

Wouldn’t it be cool to have a regional “Adirondack Beer Trail”? Perhaps it can be a Tri-lakes one. It may even be more powerful if it extended from Glens Falls, up the “trail” to Saratoga, other breweries and brew-pubs right up to Lake Placid, Saranac Lake and Tupper Lake.

“Trail Hubs”?

Now, you can tell I’m getting excited here; you add the Adirondack Beer Trail (colored in brown for beer) to an “Adirondack Discovery Trail.”

Here brightly color “trails” could differentiate the arts, wellness and heritage trails.

As I mentioned in that March 22nd post, due to the vast geographic distances of the Adirondacks, perhaps regional “trail hubs” could be established. For example, one for the Tri-lakes that would be like a sectional drawing you see for the recreational maps. These “trail hubs” or sectional maps would fit into the overall “Adirondack Discovery Trail.”

It would seem to me, that those that like fine craft beer might be the same customers who would spend money on our art and culture?

Diversity Key?

In the experience economy, diversity is key. Just as we tweet about different topics from moment to moment, so does the interest to “experience” as many things as possible in a short period of time. If we can get the idea across, that there are many different things to do here on our “Adirondack Discovery Trail” it may help brand us as a “destination where all trails lead…”

The on-line publication “Hotel Interactive” featured an article by Editor In Chief Glen Hausmann titled “Luxury Rising” where he talks about how “People are shifting away from desiring things and are looking to have enriching life experiences…” “The luxury sector is leading the way regarding this emerging economy” where Hausmann notes “…many consumers want to become deeply embedded in local culture while traveling, or learn a new skill such as winemaking.”

It may make sense to create an overall “experience” map.


“World’s Happiest Country”

Here’s one for you – what is the world’s happiest country and where do we fit in? According to a story on “The World’s Happiest Countries” by Alexander E.M. Hess, Thomas C. Frohlich and Vince Calio, 24/7 Wall St. – the winner is Switzerland – for the second year in a row. This is based on a “Better Life Index” published annually by the Organization for Economic Co-operation and Development (OECD).

According to the authors, 11 factors are used “that contribute to a high quality of life, including income, education, housing, health, safety and life satisfaction.” And of these factors “the presence of a healthy job market” is one of the most important.

Where are we?

The report indicated “that United States failed to crack the top 10 for the fourth consecutive year, while neighbors Mexico and Canada did.” The report indicates “In the U.S., life satisfaction continued to drop, from 14th in last year's report to 17th this year.” Greece by the way, according to the story, had the lowest “life satisfaction” score.


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