The vision of the Jackson Hole & Yellowstone Sustainable Destination Program is for Teton County to be a global leading sustainable destination.

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1 The Jackson Hole & Yellowstone Sustainable Destination Program Plan 2015

2 1. Introduction The purpose of the Jackson Hole & Yellowstone Sustainable Destination Program is to strengthen, sustain, and balance the programs, policies, and practices for environmental stewardship, social responsibility, and economic vitality in and of Teton County, Wyoming. This Plan describes the vision and goals of the Program and the actions that will be taken to achieve these. The vision of the Jackson Hole & Yellowstone Sustainable Destination Program is for Teton County to be a global leading sustainable destination. The goals of the Program are to: a. Create, implement, and maintain an action plan to strive towards and fulfill the purpose and vision of the Program b. Facilitate the networking and collaboration of stakeholders c. Serve as a source of information, training, and programming for stakeholders d. Create and maintain a platform for integrating and providing information on the sustainability programs, policies, tools, and practices in Teton County, Wyoming e. Educate and promote the principles of sustainability to the public, governmental organizations, nongovernmental organizations, private industry, and visitors f. Provide an interface and serve as a liaison between the Program and programs and organizations outside of Teton County, Wyoming

3 2. Background Our community and region have a significant history of stewardship beginning with the creation of the world s first national park, Yellowstone National Park, in This achievement was followed by the establishment of the Caribou-Targhee and Bridger-Teton National Forests, the National Elk Refuge, Grand Teton National Park, Wild & Scenic River status for the Snake River and protection of much of the Wyoming Range, including the recent buyout of gas exploration leases. Over 140 years after this beginning, our profound history of stewardship continues with Teton County being recognized for its commitment to sustainability by the Global Sustainable Tourism Council (GSTC). The GSTC has included Teton County in 2012 as one of only six destinations worldwide to participate in the GSTC Early Adopters Program. In this program, our community s sustainability efforts were evaluated according to the most widely accepted and highest standards for sustainability for destinations. In addition to worldwide publicity for our efforts, we received a report documenting the results of an evaluation of our community s performance according to these standards. The results of the evaluation were that we met approximately half of the 120 indicators for sustainability with strengths in natural and cultural preservation and environmental management, and needs for stronger destination management and planning. The report stated that while there are good efforts being made individually, our community has no program or organization that integrates and unifies these efforts, and works to ensure that sustainability is integrated into the planning and operations of the public and private sectors of our community. The conclusion in the GSTC report was that Teton County more than any other place in the world has the potential to become a leader as a sustainable destination and that we have the natural capital, human capacity, and financial resources to realize this potential. In so doing, we become more competitive as a destination for visitors who increasingly place value on the environmental and social responsibility of the places and businesses where they spend their time and money. The United Nations World Tourism Organization has stated that The buildup of consumer s socioenvironmental awareness of tourism development is leading to increased scrutiny on the part of the public in destination decision-making and a growing requirement for new tourism developments to be sustainable. The Center for Responsible Travel has compiled research and statistics on travel trends (see including the following: - A 2012 TripAdvisor Member Survey found that the green travel trend is gaining momentum with 71% saying they plan to make more eco-friendly choices in the next 12 months compared to 65% that did so in the past 12 months. - A 2010 GBTA and IMEX Global Survey found more than 51% of meeting planners will hold meetings only in sustainable venues. - According to a 2012 Nielsen Wire Survey, two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. 46% are willing to pay extra for products and services from socially responsible companies, and a majority (51%) of those under 40 are willing to do so. The use of the term Sustainable in this Plan is based on the following definition of sustainability: Meeting the needs of the present without compromising the ability of future generations to meet their own needs UN Bruntland Report

4 The following are related terms and definitions: Sustainability: A system of practices that are healthy for the environment, community and economy and can be maintained for current and future generations. Jackson/Teton County Comprehensive Plan Sustainable Tourism: Tourism that leads to the management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems. UN World Tourism Organization Responsible Tourism: Tourism that maximizes the benefits to local communities, minimizes negative social or environmental impacts, and helps local people conserve fragile cultures and habitats or species. Center for Responsible Travel Geotourism: Tourism that sustains and enhances the geographical character of a place its natural resources and environment, culture and arts, history and heritage, and the aesthetics and well-being of its residents. National Geographic Society & National Geotourism Council Ecotourism: Responsible travel to natural areas that conserves the environment and improves the welfare of local people. The International Ecotourism Society

5 3. Projects 3.1 Project: Organization Development & Operations The organization of the Jackson Hole & Yellowstone Sustainable Destination Program is comprised of a Council, Steering Committee, and contractors. The Council will be comprised of all signatories of the Jackson Hole & Yellowstone Sustainable Destination Program Memorandum of Understanding. The purpose of the Council is to provide support to the Program in the achievement of its vision and goals stated in this Plan. The members of the Council will meet 1-2 times per year or as needed. The role of the Steering Committee is to provide tactical oversight, guidance, and coordination to the Program. The Steering Committee will be comprised of those Council members who meet the skill set and experience needed for this role and agree to meet the following commitments: - Providing staff and/or contractors to participate in the processes and task forces as established by Council - Oversee the implementation of the Program Plan - Participate in monthly meetings with a minimum of 75% attendance The objective of the organization is to coordinate and integrate sustainability efforts destinationwide, including between the Greater Yellowstone Coordinating Committee Sustainable Operations Subcommittee, NPS concessionaires, local government, non-governmental organizations, other private businesses, public and private schools, and the rest of Teton County, Wyoming. Through effective coordination and integration, the organization will identify potential partnerships and working groups to create efficiencies and savings in resources use and contribute to the success of individual sustainability stakeholder efforts through collaboration. 3.2 Project: Sustainability Inventory The Program conducted an inventory of as many sustainability activities in Teton County, Wyoming as possible in As Program projects continue in 2015, additional sustainability activities will be identified for inventory, including business, organization, government agency programs, projects, facilities, services, products and activities. The inventory approach will continue to be comprised of two stages: - Conducting an online survey of sustainability stakeholder activities - Following up with online survey responders to obtain detailed information on sustainability activities The results of the inventory will be periodically updated on the Program web site. The utility of the sustainability inventory includes: - Creating a directory of stakeholders active in sustainability efforts - Assist in the education and networking of sustainability stakeholders - Identifying possible partnerships and leveraging of resources - Identifying possible gaps in overall community sustainability efforts - Providing a basis for generating content for communications and promotions by local destination marketing entities and educators - Serving as a basis for providing recognition of local sustainability efforts - Helping to increase interest and participation in local sustainability efforts

6 3.3 Project Area: Outreach & Communications The Program will conduct a consistent program of outreach, education, and communications to community sustainability stakeholders, residents, visitors, groups, and media on sustainability, and further developing our role as a global leader in destination sustainability. Outreach and communications activities for 2015 include the following: - Generating content for incorporation into local, state, and federal government; nongovernmental organizations; and private businesses sustainability marketing, promotions, communications and outreach efforts - Supporting and coordinating community sustainability stakeholder program and sustainability initiative promotions and communications, including local sustainability recognition programs - Supporting the development and implementation of SHIFT sustainability programming, including showcasing Teton County sustainability initiatives - Providing content to community sustainability stakeholders, residents, visitors, groups, media, and tourism industry groups on sustainability activities in Teton County - Strengthening tour guide, operator, other business, and visitor support of natural and cultural resource and site protection through supporting existing programs and creating new programs including distribution of a sustainability code of conduct - Further maturation of information resources, tools, and utility of Program web site 3.4 Project: Training The Program will build and sustain local capacity, jobs, and capabilities for developing and implementing sustainability policy and practices in local business and organizational planning, operations, and staff training. Sustainability training workshops will be conducted that complement the Sustainability Series presentations and delve deeper into sustainability subjects. Sustainability subjects and best practices that will be addressed in these training workshops include but are not limited to the following: - Sustainability management systems/plans and institutionalizing sustainability - Sustainability assessment, planning, and strategy - Sustainability policy development - Purchasing and supply chain management - Waste management - Sustainable foods - Energy efficiency and conservation - Fuel efficiency, conservation, and transportation - Social responsibility - Risk management, health, and safety - Marketing and public relations - Certifications The goal of the Training project is to train over 75 businesses and organizations in Project: Technical Assistance The Sustainable Business Technical Assistance project provides one-on-one technical assistance to eligible businesses that wish to implement environmental stewardship and social responsibility practices in their planning, operations, and staff training while strengthening their economic bottom line. Members of a team of local and national consultants provide technical assistance with

7 extensive expertise and resources in the areas listed in the Training section above. This Project complements the training workshops and works with businesses that wish to go deeper into developing their sustainability practices according to their areas of interest and priority. The goal of this program is to work with at least 20 businesses in Project: TripAdvisor Green Leaders The purpose of this project is to strengthen the sustainability efforts of local lodging properties and Jackson Hole s destination marketing position. The Jackson Hole & Yellowstone Sustainable Destination Program will partner with TripAdvisor s Green Leaders Program to increase the number of lodging properties that receive this designation and associated promotional benefits. This Project provides a direct return to lodging properties that collect the lodging tax. Lodging properties accepted into TripAdvisor s Green Leaders Program will receive the following benefits to help attract the growing number of travellers who are interested in environmentally friendly practices (reference: 2014 Case for Responsible Travel Trends and Statistics downloadable from - A badge in TripAdvisor search results and on the lodging property s listing page - A badge to use on the lodging property s website - A framed certificate for the lodging property to display - Exposure to over 315 mission unique web site visitors per month This Project consists of training and technical assistance for lodging properties that wish to become a TripAdvisor Green Leader. The training will occur in one or two workshops that will orient properties to the TripAdvisor Green Leaders program. The goal is for at least 35 lodging properties to participate in these workshops. A team of sustainability consultants coordinated by the Riverwind Foundation will provide technical assistance to lodging properties that want one-on-one support in meeting the requirements and completing the application of the TripAdvisor Green Leaders program. The goal is to provide technical assistance to at least 20 lodging properties. 3.7 Project: Destination Certification The Program will identify opportunities for Jackson Hole to be formally certified as a world-class sustainable destination. This project will consist of research to identify the most applicable and beneficial sustainable destination certification programs and evaluate Jackson Hole s sustainability performance relative to the standards and criteria in these certification programs. Based on this research and evaluation effort, the certification program that is the best fit for Jackson Hole will be chosen and applied for. If successful, the content for multimedia marketing and public relations will be created for use by the Jackson Hole Travel & Tourism Board s marketing contractors and other businesses that conduct marketing and public relations. 3.8 Project: Student Education: Jackson Hole Sustainability Code of Conduct The Jackson Hole & Yellowstone Sustainable Destination Program is working with over 230 high school students and community stakeholders to develop and distribute a Jackson Hole Sustainability Code of Conduct. The Program will work with high school students to draft and finalize our code of conduct and a distribution plan. Successive reviews by increasingly larger stakeholder groups

8 will help students refine and finalize the code of conduct. The Jackson Hole Sustainability Code of Conduct will: - Inform the behavior of visitors and residents in their recreation in the natural environment and community - Create a greater awareness and level of education among visitors and residents of the sustainability values of Jackson Hole - Promote opportunities for visitors and residents to further engage in and support local sustainability initiatives - Provide a marketing and public relations tool for our destination Project: Student Education: Sustainability Indicators The Program will be working with a variety of partners to determine economic, environmental, social, and destination management indicators, collecting data for these indicators, and integrating these data and summarizing them in an annual State of Jackson Hole Sustainability report. High school students will be given the opportunity to participate in this Project. This report will be published and distributed on an annual basis and provide measures of progress and trends in our community and destination in key areas of sustainability. The immediate and long-term applications of the information in this report include the following: - Evaluation of the implementation Jackson/Teton County Comprehensive Plan policies - Land use decisions and building code revisions - Private and public grant funding decisions and opportunities - Stakeholder environmental, social, and economic program planning and budgeting - Support of high school curriculum development that integrates sustainability subjects - Education of the community on local sustainability efforts - Promotion of Jackson Hole as a sustainable destination 3.10 Project: Geotourism & Sustainable Tourism Development The purpose of this project is to integrate Jackson Hole & Yellowstone Sustainable Destination Program with the Greater Yellowstone Geotourism Program. The sustainable tourism opportunity created by this project is to strengthen Jackson Hole s sustainability initiatives in its tourism industry by marketing through the Greater Yellowstone Geotourism Program and increasing exposure during National Park Service centennial celebrations. The Jackson Hole & Yellowstone Sustainable Program will work with the Greater Yellowstone Geotourism Program to create and submit content for inclusion in The next generation Geotourism web site will be launched with the Greater Yellowstone Geotourism Program on March 1, The new web site will include greater features and functionality for Jackson Hole to promote itself as a world-class sustainable destination in partnership with the Greater Yellowstone Geotourism partners, including the state tourism offices of Wyoming, Montana, and Idaho, and National Geographic Society. Through these partners and the Jackson Hole Chamber of Commerce, the Greater Yellowstone Geotourism Program will solicit, collect, and integrate content for Local Voices, travel itineraries, and sites and events. This content will be published on the new web site and serve as a pool of content for state tourism organizations, Jackson Hole s sustainability stakeholders including marketing organizations, and National Geographic Maps and Global Media (including Traveler Magazine and nationalgeographic.com).

9 3.11 Project: Jackson Hole Eco Challenge The Program will begin the development of the next Eco Challenge for Jackson Hole. The previous Jackson Hole Eco Challenge was the Clean Snowmobile Challenge in 2000 that was a successful catalyst for the snowmobile industry in partnership with universities to develop a more environmentally friendly technology. The Program will select a specific sustainability challenge that will: - Have a significant contribution to Jackson Hole s sustainability efforts - Be scalable to have impact outside of Jackson Hole - Feasible to be implemented in Jackson Hole and elsewhere - Attract university/college participation and grant funders Once the specific Eco Challenge has been selected, the Program will fundraise to create a cash prize for the university that wins the Eco Challenge. It is anticipated that the Eco Challenge will be launched in Project: Showcasing Jackson Hole Sustainability at SHIFT The Jackson Hole & Yellowstone Sustainable Destination Program will work with SHIFT organizers to showcase Jackson Hole as a world-class sustainable destination during the October 2015 event. The content for the showcase will be based on the results of the Sustainability Inventory project as well as providing a historical background on Jackson Hole s interdependence on environmental stewardship, social responsibility, and economic vitality. In addition, the Program will explore with SHIFT organizers the opportunity to coordinate and moderate an expert panel on sustainable tourism Project: Resource Development The Program will build and sustain adequate resources for the implementation and management of the Jackson Hole & Yellowstone Sustainable Destination Program Plan by: - Building and sustaining a diverse portfolio of funding sources over time through grants, donations, sponsorships, and in-kind contributions - Coordinating and collaborating with community sustainability stakeholders in pursuing funding opportunities - Creating an industry supported program for visitors to contribute to and support the sustainability efforts of our destination 3.14 Project: Conferences & Forums The purpose of attending sustainable industry conferences and expos is the gather further information on sustainable destination best practices, strengthen Jackson Hole s networking and collaboration opportunities, and promote Jackson Hole as a world-class sustainable destination. Attendance at these events will be as an invited guest, speaker, panelist, or regular participant. One forum that will be considered is the Sustainable Destination Leadership Network, a program of Sustainable Travel International created to help participating destinations establish leadership in the marketplace through sustainability (see

10 4. Schedule The schedule to implement the projects described in this Plan for the Jackson Hole & Yellowstone Sustainable Destination Program is summarized in this section. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Organization X X X X X X X X X X X X Sustainability X X X X X X X X X X X X Inventory Outreach & X X X X X X X X X X X X Communications Training X X X X Tech Assistance X X X X X X X X X X X X TripAdvisor X X X X X X Green Leaders Destination X X X X Certification Student X X X X X Education: Code of Conduct Student X X X X X Education: Sustainability Indicators Geotourism & X X X X X X X X X X Sustainable Tourism Eco Challenge X X X X X X JH Showcase at X X X X SHIFT Resource X X X X X X X X X X X X Development Conference/Forum X

11 5. Budget The budget to implement the actions identified in this Plan for the Jackson Hole & Yellowstone Sustainable Destination Program is summarized in this section. The total budget at estimated cash funding for 2015 is $70,429 Labor Travel Design & Production Advertising & Promotions Other TOTAL Organization $0 1 $0 Sustainability $1,560 $1,560 Inventory Outreach & $3,989 $1,400 $2,200 $7,609 Communications Training $12,170 $1,200 $600 $1,130 $15,100 Tech Assistance $32,494 $600 $1,006 $34,100 TripAdvisor Green Leaders 3 Destination Certification 3 Student Education: Code of Conduct Student Education: Sustainability Indicators Geotourism & Sustainable Tourism 3 Eco Challenge 3 JH Showcase at SHIFT 3 Resource Development $1,560 $3,500 2 $5,060 $2,500 $2,000 $4,500 $0 1 $0 Conference/Forum $1,500 $1,000 $2,500 TOTAL $55,773 $2,800 $3,400 $600 $7,856 $70,429 1 In-kind contribution 2 $3,500 for High school student scholarships for retreat addressing sustainability code of conduct 3 Funding not yet established

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