In this time of financial stringency we hear that people are returning to basics and core values. They eat at home; they eschew luxury goods. It’s also said that people are increasingly seeking what is real and authentic.
Because of the renewed interest in authenticity, Conner Prairie recently worked with PGAV Destination Planners, the St. Louis consulting firm that helped develop our master plan, to commission a research study to determine its impact upon the sites and attractions industry in the United States.
The soon-to-be released results are fascinating. Indeed, authenticity is a genuine trend these days – at least people are giving it more lip service. 80% of attraction visitors say they prefer “real experiences” over “fantasy/entertainment.”
The study also notes two significant caveats – gaps closer in size to the Grand Canyon than to potholes. First, only time will tell whether action will follow words. Will Mom and Dad really choose a trip to Colonial Williamsburg when the kids are clamoring for Universal Studios? Second, people’s interpretation of authenticity varies enormously. People applied the word to historic sites and parks, but even casino and theme park patrons called for greater authenticity in these venues. To many, the word authenticity simply means the opposite of commercialism.
As an attraction considered very authentic, we’re pondering what this new interest in back to basic values might mean for Conner Prairie.
What does authenticity mean to you and how important is it when you think about ways to spend your leisure time?