Country: United States

Organization: Crooked Trails

Year the initiative began: 1998

Project Website: www.CrookedTrails.com

Positioning in the Mosaic of solutions:

• Main barrier addressed: Cross-cultural myopia
• Main insight addressed: Education through hands-on experience

What is the goal of your innovation?
CROOKED TRAILS connects people & preserves culture: - GLOBALLY: Service Projects, Education Programs, & Homestays - AT-HOME lectures & fundraisers

How does your approach support or embody geotourism?
Crooked Trails “enhances AND sustains” every aspect of Ashoka’s Geotourism definition; and we connect each. <> CULTURE: “the sum total of ways of living constructed by a group of humans and transmitted from one generation to another.” <> AESTHETICS: “the branch of philosophy which examines the mind and emotions in relation to the sense of beauty”. <> HERITAGE: “belongs to one by reason of birth; an inherited lot or portion; as a national heritage of honor, pride, and courage” <> CT enhances and sustains the ENVIRONMENT through projects requested by our in-country partners. Also, prior to, during, and subsequent to each project we present a Responsible Tourism Curriculum plus a Custom Project Locale Curriculum: Environment, Culture, & Heritage -- jungle, desert, mountains; wilderness; village, urban. See our photos. <> Relationships created by the in-country CT projects generate action at home. This sustains and enhances preservation of “the place and its people”. <> For all involved, our trips provide expanded aesthetics; “physical and mental well-being” -- the result of good work and an broadened horizons. <> Our approach has created repeat customers, a friendly reception at public events, and positive feedback at www.CrookedTrails.com.

Describe your approach in detial. How is it innovative?
CrookedTrails Innovation is “PRECEPTS and PROJECTS embracing THE 'AND' FACTOR" <><> PRECEPTS [] VISION: Education. Travel. Community Projects. New Friends. [] MISSION: Help volunteers AND partners understand themselves AND the planet – its environment AND cultures; At-Home (lectures AND events); AND Globally (Service Projects, Home-Stays AND Responsible Travel). [] MOTTO: “What is needed? Make it happen.” <><> THE 'AND' FACTOR [] CT SERVICE PROJECTS: people-to-people AND activity-to-activity. [] In-Country Projects: CT Volunteers AND local CT Partners working AND living together. [] In-Country Relationships AND At-Home Events: linked by education AND funding. [] At-Home Events link CT AND co-host organizations (schools, firms, NGO’s, 20+ rotary clubs) [] Projects vary in scope AND country; but each embodies Crooked Trails’ Mission AND Ashoka Changemakers’ Geotourism definition. <><> PROJECTS [] PERU FIELD STUDY - U. Delaware, Global Business & Society, “Global Corp. Responsibility” - http://www.crookedtrails.com/univ_article.htm [] KATMANDU ORPHANAGE. Child Slavery. 3 Seattle fundraisers of $5,000+. VIDEO: www.CrookedTrails..com + In-Country visits. [] CACHORA, PERU soccer field construction. Home-stay w/ Mercer Island Youth & Family Services (MIYFS) http://www.mercergov.org/Page.asp?NavID=2389 [] Lectures & Events: National/International. Request founder presentation list. [] BHAKTAPUR NEPAL. School. IN-COUNTRY: construction w/ Katmandu Environmental Education Project (KEEP). AT-HOME: 5 Seattle fundraisers raised $8,000.

What types of partnerships or professional developement would be most beneficial in spearding your innovation?
Crooked Trails would benefit from staff or pro-bono expertise in several areas: <> Marketing (message, media, web, direct contact) identify/contact potential Customers/Volunteers. <> Identifying grant sources and writing grants. <> Identifying, setting up, & operating new programs with in-country partners <> Head Office administrative and Customer Relationship Mgmt (CRM) support in the main office.

In one sentence describe what kind of impact, change, or reform your approach is intended to achieve.
CROOKED TRAILS: We seek cultural exchange through VolunTourism -- Education, Community Service, Home-stays, & New Friends.

Describe the degree of success of your approach to date. Clearly define how you measure quantitative and qualitative impact in terms of how your approach contributes to the sustainability or enhancement of local culture, environment, heritage, or aesthetics? How does your approach minimize negative impacts?
CT, a “case study” in Social-Entrepreneurship, is driven equally by (1) VALUES (“SROI”, Social Return on Investment) AND (2) ECONOMIC VIABILITY -- Cash Flow not ROI. <> CT’s “PRODUCTS” are [] EDUCATION: At-Home and In-Country, “Culture/Environment/Responsible Travel” [] SERVICE PROJECTS Construction: Water, Sanitation, & Buildings. Disaster Relief. All at the request of In-Country Partners and in accordance with Crooked Trails motto, “What is needed? Make it happen.” <> “PRODUCTS” address, by design, “Sustainability AND Enhancement of Local Culture, Environment, Heritage, AND Aesthetics”. <> SROI will soon be better quantified by the Business & Marketing Plans currently underway. [] At-Home and In-Country success is currently measured by increases. INCREASES IN: compliments and inquiries (web, events, phone); customers/volunteers (300+/yr); and partners (13 in 9 countries). <> POSITIVE CASH FLOW There is no identifiable initial capital investment in CT. Revenue is for a) Current Admin & Program Expense. b) Economic Growth (staff, education, outreach, in-country programs). c) Increasing Retained Earnings (reserves).

How does your program promote traveler enthusiasm, satisfaction, and engagement with the locale?
THIS, Question #3,basically restates the Crooked Trails Mission; and THAT is why Crooked Trails is enthusiastic about Ashoka Changemakers. <> “MISSION: Crooked Trails is a non-profit, community-based travel organization helping customers and partners understand themselves and the planet on which they live – its environment; its cultures; at home through lectures and events; globally through Service Projects, Home-Stays and Responsible Travel.” <> At our last board meeting we discussed 2 recent CT trips: Thailand, (www.PATH.org Donor Trip); and Peru (U. Washington Graduate Business School, MBA field study). The most common refrain from CT customer/volunteers is, “What a life-changing experience!”

In what ways are local residents actively involved in your innovation, including participation and community input? How has the community responded to or benefited from your approach?
In-Country Partners initiate Service Projects. They are also intimately involved in design, implementation, and maintenance. <> EXAMPLES [] Above “Innovation, #3, Approach”. [] Request photos, contacts, additional narrative for CT Service Projects. <> A DRAMATIC IN-COUNTRY PARTNER CONTRIBUTION The Crooked Trails 8/2007 Peru Earthquake Relief Effort. See Photos and Web Article below. [] Summary: In-Country Partners in Lima orchestrated supplies purchase, transport (truck + mules due to road outage), and delivery to 3 CT Partner Villages. CT, coincidentally on a Peru trip, diverted customer/volunteers to assist. CT At-Home also raised of $10,000 in 2 days from CT “friends”.

Describe how your innovation helps travelers and local residents better understand the value of the area's cultural and natural heritage, and educates them on local environmental issues. How do you motivate them to act responsibly in their future travel decisions?
Together & separately everyone works/learns/teaches during a Crooked Trails Experience. <> Customer/Volunteers: Prior to/during trips CT conducts briefings: Responsible Travel + the destination culture/heritage/environment. <> In-Country Partners: Host home-stays. Lead: work-parties, cultural exchange. <> CT Leadership: Founder bio’s. Request CT Guide’s Training Manual [] Chinchero, Peru Weaving Cooperative. CT: assisted creation of Co-op & website. Partners operate. http://www.Incas.org/WEAVINGS_srce.html [] Kenya: http://www.maasai-association.org/: MaasaiAssociation-CT Partnership: 3 schools, water pipeline, & clinic for 4,000+ Maasai in 9 villages. [] NATR, North Andamant Tsunami Relief: CrookedTrails: a founding consultant. www.NorthAndamanTsunamiRelief.com/PARTNERS.html; + 4 CrookedTrails volunteers continue there. [] Andaman Discoveries (Thailand): CT: Consultant/Partner www.AndamanDiscoveries.com/ABOUT/links.htm

Is your initiative financially and organizationally sustainable? If not, what is required to make it so? What is the potential demand for your innovation?
IN-COUNTRY SERVICE PROJECTS. Our Self-sustaining MODEL lacks in-house marketing skills for effective implementation. Lacks “mode and message” for target customers. We are also susceptible to: lost revenue from political instability; & oil-related expense increases. <> Our business model for AT-HOME SERVICE PROJECT SUPPORT is self-sustaining. This consists of low cost – high visibility lectures and fundraisers at venues generally owned by At-Home Partners; Woodland Park Zoo (Seattle), University Book Store, Rotary, others. Excess proceeds are sent to In-Country Partners. <> DESIRABLE ENTITIES: [] At-Home Events: NGO’s, schools, retailers. [] In-Country Service Projects: Villages, in-country NGO’s.

How is your initiative currently financed? If available, provide information on your finances and organization that could help others. Please list: Annual budget, annual revenue generated, size of part-time, full-time and volunteer staff.
PERSONNEL: [] Admin:: 3 full-time, 1 part-time. [] Intern: 1 full-time [] Board Fellow: 1 part-time (U. of WA Graduate School of Business “Board Intern Program”). 2007 CROOKED TRAILS OPERATIONS SUMMARY OPERATIONS SUMMARY REVENUE.............................................................................................................................$162,770 EXPENSE............................................................................................................................($111,797) INCOME............................................................................................................................... $50,973 LESS Loan Payment...........................................................................................................($6,000) LESS Capital Purchases..............................................................................................................$0 NET INCOME..........................................................................................................................$44,973

What is your plan to expand your approach? Please indicate where/how you would like to grow or enhance your innovation, or have others do so.
*** READER, Please feel free to adapt the attached Business Plan Template for your own purposes *** <> CURRENTLY Customer/Volunteers: individuals, NGO’s, high schools, universities (U. of Washington, U. Delaware, Western Washington U) <> FUTURE [] Priority: academic groups (Universities, HighSchools). [] Secondary: organizations seeking “VolunTourism” for their donors and members. [] Goals: Add 6-8 universities/yr. <> STRATEGY [] 2/08: Strategic Planning Board Retreat completed. [] 4/14/08 Began an extensive dual project: Business Plan + Marketing Plan. [] 4/26 Improved website due. <> TEAM 3 new Board Members: highly skilled, well-traveled, mission driven.

What are the main barriers you encounter in managing, implementing, or replicating your innovation? What barriers keep your program from having greater impact?
STATUS QUO: 3 FT staff, 30 customer groups, 13 partners, 9 countries. <> Growing Global Supply: Partner/Hosts. Growing Global Demand of customers. <> CONSTRAINTS. Human & Financial Resources. Oil as a cost multiplier. <> SOLUTIONS: [] Improve marketing. Focus on primary and secondary target sub-markets. [] Increase efforts from the improved board. [] Seek grants from foundations supporting “Social-Entrepreneurship” or “VolunTourism” [] Seek donations/investment from Angels Green-VC’s CULTURAL BARRIER. Educate volunteers AND in-country partners about the economic & cultural costs & benefits of inviting outsiders into their lives <> SOLUTION: Continue close work with elders and in-country NGO’s.

What is the origin of your innovation? Tell your story.
Watch our video: http://www.crookedtrails.com/video.htm <> OVERVIEW: The founders met in college and discovered that they had a mutual affinity for SEEING THE WORLD and DOING SOMETHING ABOUT IT. They each spent several years doing the former. In 1998 they joined to do the latter; they founded Crooked Trails. <> See BIO’s. <> FOUNDED: 1998 <> FOUNDERS: Chris Mackay and Tammy Leland, Seattle, WA <> FOUNDING HEADQUARTERS: Living rooms & coffee houses near Western Washington University, Bellingham, WA <> FOUNDING PRINCIPAL: Tourism is a double edge sword for culture & the environment.. <> CURRENT HEADQUARTERS: Seattle, WA <> PRICE RANGE PER TRIP: $2,200 - $3,500 <> DAYS/TRIP AVERAGE: 14 days <> COUNTRIES VISITED: 9 countries <> IN-COUNTRY PARTNERS: 13 partners <> US GROUPS SERVED: 30 groups <> CUSTOMERS SERVED: 300+ individuals/yr <> CUSTOMERS/TRIP AVERAGE: 9 customers/trip <> FAMILIES?: Families welcome depending upon the trip <> . AGE RANGE: 2 – 75 years old <> AGE AVERAGE: 45 years old <> DEMOGRAPHIC PROFILE: None. <> CUSTOMER PROFILE: The Crooked Trails customer is an individual who seeks a close in-country relationship with a small-group through (1) performing a service project and (2) excursions guided by local Crooked Trails partners. <> TYPES OF GROUPS SERVED: Schools; Universities; NGO's; Member based groups; Individuals <> IN-COUNTRY SERVICE PROJECTS; Cambodia; China; India; Kenya; Mali; Nepal; Peru; Rwanda; Thailand; US

Please provide a personal bio. Note this may be used in Changemakers' marketing material.
FOUNDERS: TAMMY LELAND, CHRISTINE MACKAY <> <> TAMMY LELAND, International Program Director [] PROFESSIONAL: Independent contractor providing environmental education and group tour consulting with 20 years of travel across 5 continents. [] EDUCATION: Masters, Environmental Education, Western Washington U; Thesis: “The Environmental, Cultural & Economic Impacts of Travel”. BS, Geology, U. of Washington. Developed of a “responsible travel” industry workshop. <><> CHRISTINE T. MACKAY, Executive Director, [] PROFESSIONAL: Chris Mackay, author-educator, has taught at NGO’s and schools, elementary through university and adult education. [] EDUCATION: MA: Natural Science Education, Western Washington University. BA: Geography. Minor: Biology. [] AVAILABLE UPON REQUEST: A bibliography of Consultancy and Media Contributions

Please write an overview of your project. This text will appear when people scroll over the icon for your entry on the Google map located on teh competition homepage.
www.CrookedTrail.com <> VolunTourism. Global Cultural Exchange & Environmental Awareness. <> Service projects, home-stays, and excursions with the in-country friends of Crooked Trails.

Contact Information
Mr. William B. (Nick) Niccolls
Member, Board of Directors
Crooked Trails
Mailing Address
WBNiccolls@msn.com