The Experience Economy: An opportunity for business

Brooke Rouse

Summer always brings people out; locals, snowbirds, visitors. It’s an exciting time to enjoy our great outdoors, art, culture, events and more. Some people have the gear, the know how and the ability to experience a lot of what is available, and others don’t – partially because they can’t access the opportunity. 

    You may find yourself saying, “I want to paddle that river, but I don’t have a boat, or really want to own a boat or have a place to store it. But I’d really like to go out on the Grasse River.” You may hear about the bike paths and ATV trails and say ‘Hey – I want to try that’, or attend an art festival and say, ‘Wow – I would love to try painting again, with a little instruction.’ Business is about finding solutions, the solution here is the ability to create and offer an EXPERIENCE. 

    The Experience Economy is growing by leaps and bounds, year over year, with the most significant growth in the 18-34 year old population. Still 50 percent of this audience is 45 years or older. This is an opportunity. The term Experience Economy was first introduced in 1998 as an argument that “businesses must orchestrate memorable events for their customers, and that memory itself becomes the product: the “experience” (Pine & Gilmore). 

    Online shopping has become the number one threat and concern to many retail establishments and brick and mortar businesses and attractions. Business owners are constantly seeking ways to stay competitive in the retail market, typically honing in on tremendous customer service that equates to an EXPERIENCE that cannot be found online. Organizations like the Frederic Remington Art Museum in Ogdensburg have increased their focus on experience, not only for a museum tour, but for the unique opportunity to do yoga in the gallery or learn how to paint. Increased awareness of the museum through events and experiences has ensured greater exposure in new markets and a stronger relationship with patrons. 

    St. Lawrence County has welcomed two new ‘Experience Businesses’ for recreation this year. Seaway Outfitters in Ogdensburg rents bikes, SUP boards, kayaks, rollerblades and offers ATV tours. Grasse River Adventures offers fully guided and outfitted hunting, camping, hiking and canoe trips. This type of service allows people to experience things they may not get to otherwise, reduces risk, and allows for adventure without the hassle. These experiences can be booked on the internet, but are offered and experienced here, on the ground by local businesses. 

    Experience comes from and is shared by passion. Allow yourself to pursue local experiences…if there is not a business offering it, consider creating one or recruiting a friend of family member to do it. Business development assistance is available by local Chambers and Small Business Development Centers. 

    As the Tourism Promotion Agent for St. Lawrence County, we are constantly marketing (and bragging) about our tremendous opportunities to discover things here that even locals don’t know about. We are always seeking more opportunities to refer a business to make the experience happen for visitors and residents. 

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