POPULATION 750
We were called upon by two communities in Custer County, Idaho, to develop an economic development plan that would enable the region to identify a way to move quickly ahead after the major mining employer abruptly ceased operations with no notice. For the most immediate response possible, we turned to tourism as an economic driver while they continued to work to attract other potential industry players. When we began work, there was no tourism program, no identification, no logo, no website, and no other requirements to attract visitors in place. What we discovered was a unique array of attractions and activities that could be promoted without any physical development.
• Craters of the Moon National Monument and Reserve, right down the road, was already attracting 225,000 visitors each year.
• 12 of Idaho’s highest peaks, including Leatherman Peak, on the bucket list of many mountain climbers, were conveniently located on the highway to the north, which passes right through the communities.
• A professional circuit rodeo happened every summer
• Mackay is sitting right at the edge of a Gold Level Dark Skies Reserve
• 20 natural areas that could supplement local accommodations while also providing outdoor experiences
• Visitors who stayed on average 3.2 nights, and not 2.8 nights as regional information indicated, made a huge difference in the economic development to be delivered.
Yet, even with all these astounding resources to promote, all was not well. The aged economic development director did not understand today’s marketing, did not understand that when you are in a position of community leadership, it does not enable you to profit personally, grants have specific requirements that must be fulfilled, and each project requires an administrative function carefully fulfilled. Fortunately, the most important resources and assets are evergreen. The mountain peaks, Craters of the Moon, the rodeo, the Gold Level Dark Skies Reserve, and all the other astounding resources and assets, plus the beautifully rendered website,
are waiting for when the time is right to implement the full effort.