Junction City and Geary County Invest in Destination Business Strategy
Economic development in rural and mid-sized hubs is shifting. Rather than relying solely on local foot traffic, forward-thinking communities are now focusing on becoming “destinations.” In a strategic move to catalyze this growth, Junction City and Geary County are sending a select cohort of business leaders and entrepreneurs to the Destination Business BootCamp®.
This initiative represents a pivot in local economic strategy: moving from a model of convenience-based commerce to one of destination-based attraction. By training local business owners to create “destination” experiences, Geary County aims to draw visitors from outside the immediate area, effectively importing new revenue into the local economy.
What is the Destination Business BootCamp?
The Destination Business BootCamp®, led by destination business expert Jon Schallert, is a specialized training program designed to help businesses stop competing on price or convenience and start competing on experience. The core philosophy is that a business becomes a destination when it provides a unique value proposition that makes people travel specifically to visit that establishment.
For the cohort from Junction City and Geary County, the program focuses on identifying the “unreasonable” value a business can provide—the specific elements that transform a standard service into a regional draw. This approach is particularly vital for communities looking to diversify their economic base and reduce reliance on a single industry or demographic.
Shifting the Local Economic Paradigm
Traditional business growth often focuses on increasing the frequency of visits from existing local customers. While crucial, this strategy has a ceiling. The “Destination” model breaks this ceiling by expanding the customer base to include regional tourists and visitors.
The strategy employed by Junction City Main Street and Geary County involves several key shifts in thinking:
- From Product to Experience: Shifting the focus from what the business sells to how the customer feels and what they experience.
- Regional Attraction: Creating a “reason to drive” that justifies a trip from neighboring counties or states.
- Collective Growth: Recognizing that when one business becomes a destination, it creates a “halo effect,” increasing foot traffic for all surrounding businesses in the district.
The Strategic Impact on Geary County
Sending a strong, unified cohort to this training ensures that the community doesn’t just have one or two standout businesses, but a network of destination-caliber establishments. This collective approach turns a town into a destination, rather than just a stop along the way.
By investing in this high-level training, Geary County is positioning itself to capture a larger share of regional discretionary spending. This not only supports current business owners but creates a more resilient economic ecosystem capable of weathering local downturns by tapping into external markets.
Key Takeaways for Destination Growth
For entrepreneurs and community leaders, the transition to a destination model requires a specific set of strategic changes:
- Identify the Unique Angle: Determine the one thing the business does better or differently than anyone else within a 50-mile radius.
- Optimize the Customer Journey: Ensure that the experience from the moment a visitor decides to travel until they leave the premises is seamless and memorable.
- Market the “Why”: Stop marketing the “what” (products/services) and start marketing the “why” (the experience/transformation).
Frequently Asked Questions
How does a “Destination Business” differ from a standard business?
A standard business relies on proximity and convenience (e.g., a gas station or a local dry cleaner). A destination business provides a unique experience or product that motivates customers to travel specifically to that location, regardless of the distance.
Why is this important for Geary County?
By transforming local businesses into destinations, Geary County can attract outside spending, increase tourism, and create a more vibrant, sustainable local economy that isn’t solely dependent on the immediate resident population.
Who facilitates the Destination Business BootCamp?
The program is facilitated by Jon Schallert, an expert in destination business strategy who works with communities and businesses to increase their regional draw.
Forward Outlook
As the cohort returns from the Destination Business BootCamp®, the focus will shift from theory to execution. The success of this initiative will be measured not just by individual business growth, but by the increase in regional visitors to Junction City. This proactive investment in human capital and strategic thinking signals a new era of economic ambition for Geary County.