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Indian
Country Tourism |
Articles: |
Uplifting Success, Burning Failure
Tribal Cultural Clash:
Participate, profit or
protest? Native Americans are sharply divided on the merits of the
bicentennial (of Lewis & Clark)
Some Indians
have bone to pick with Lewis & Clark
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Western American |
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 I salute Vergil Bedoni, Curly Bear Wagner, Rick Chapoose, Gary Tso,
Alex White Plume, Sandra Spang and others like them. These are just a few
of the many Natives in the United States who operate independent
businesses in the tourism industry. They are true entrepreneurs,
committing their lives, making investments, working hard and taking risks.These Native entrepreneurs are guides, outfitters, storytellers, artists, herbalists, historians and performers. Some can pilot a raft while describing ancient petroglyphs on rock walls. Others lead pony trail rides, stopping to demonstrate natural foods and medicinal plants, or to describe a sacred place on their lands. They may recite more accurate tribal histories than schoolbooks. A few will tell campfire legends of coyote or raven or spider, and sing traditional songs before putting their guests to bed in a tipi or hogan. Several Natives market their tourism operations with attractive web sites while others distribute simple brochures. A very few attend the world's largest tourism trade shows in Europe, while others seldom market beyond their reservation borders. They mostly attract visitors who are seeking in-depth experiences in Native cultures. They avoid the business of drive-by tourists who peek into pow wows, buy a few trinkets and head for the nearest Burger King. They draw a lot of western Europeans who have done their homework, and who often know more about Native cultures than our own non-Native neighbors. Many foreign guests return year after year to Indian Country, cherishing their hosts' special wisdom and worldview, their close connections to the lands and their friendly welcome. Native tourism entrepreneurs don't build theme attractions or create illusions for visitors. They don't need to. They are the real things, the authentic attractions. The kinds of tourism enterprises these Native people offer to the public are creative, unique and, indeed, special art forms. None of the many Native tourism operators I know are getting rich or even well-to-do in their businesses. A lot of them employ family members and others in their communities. Their guests often benefit other reservation businesses with their local purchases of goods and services. But still, quite a number of the Native businesses are marginal in their tourism operations, and some owners rely on other, more steady sources of income. In my observations, I have found that most of these Native owners/ managers, for all their hard work and dreams, are in serious need of support in business training, marketing and financing. Many would do better if they had access to reservation-based services that provide business development support. That kind of help might also encourage other Natives with similar dreams and entrepreneurial drive to seek independent ownership of tourism business enterprises. The majority of tribal nations, with or without gaming, possess some form of cultural tourism enterprise or activity-a museum, a cultural center, campsites, reservation tours, feast days or pow wows. A few tribal nations are committed to cultural tourism in a big way; most are less so. Native American cultural tourism can best be described as being in an early state of development. The overall economic benefits of cultural tourism received from private, Native-owned or tribally-owned businesses are only a fraction of the revenues derived from tribal gaming. Gaming is rapidly changing the face of Indian country tourism. I watch primetime boxing matches on ESPN broadcast from tribal casinos. Headline entertainment personalities perform at tribal gaming venues. Attractive tribal spa resorts, hotels, golf courses, restaurants and RV parks are finally competing directly with the mainstream tourism industry. Many tribal gaming operations are adding visitor amenities and attractions that contain elements of their cultures, including museums, galleries, gift shops, tours, performances and foods. These additions will certainly broaden their marketing appeal. But still, people in the world who are interested enough in Native cultures to initiate a visit will eventually seek and find the Native entrepreneurs. The Native owners and their families, their lands, their traditions and their stories will continue to be the prized cultural assets of Indian Country tourism. Ben Sherman (Oglala Lakota) is the president of the Denver-based Western American Indian Chamber and is a founder of the Native Tourism Alliance (www.indiancountry.org). |
