THE COMPASS SUPPORTS THE HEALTH OF HUMANS, HABITATS, AND THE ECONOMY
THE CAMPAIGN
How might The Compass — a geographic, archetypal community asset — allow our desert to speak?
Might it assure us that taking time to wander in the wilderness and observe nature is good for our mental health and the wellness of our bodies and souls? Would it remind us that we are not alone in what may seem to be a continual stream of crises? Would it point out that our desert tortoise, the Southwestern willow flycatcher (bird), the Las Vegas bear poppy, the blue diamond cholla cacti, and our waters are also threatened or experiencing great distress? Could you imagine the desert offering hope that we might heal together?
The Compass trails and Compass Points will serve as the foundation for an iconic, collaborative common good campaign that will 1) provide residents and visitors nature-based places that inspire transformational hope and healing; 2) promote the sustainable futures of our natural habitats and resources; 3) and advance inspirational educational opportunities that invite being compassionate co-creators of a better world beginning in our own backyard. As places to visit, Compass Points will also support the economies of rural, suburban, and urban communities.
The primary campaign tools will be the Compass trails, Compass Points, and trail signage. They will be supported by a branding kit (logo, guidelines, and messaging), trail/habitat story signage with QR codes, website and app that offers trail finders, portal for educational resources and inspirational resources, podcasts, online journal, social media sites, online merchandise store, marketing and public relations campaigns.
The divine communicates to us primarily through the language of the natural world. Not to hear the natural world is not to hear the Divine. - Thomas Berry
Healthy Humans
Southern Nevada stakeholders are already actively engaged in connecting people to nature in healthy ways. Southern Nevada Health District's Neon to Nature campaign is just one example.
The Compass is not intended to compete with existing campaigns. Rather it is envisioned as an iconic, umbrella campaign that demonstrates the extensive, shared commitment Southern Nevada and its neighboring communities have for the wellbeing of our people and our desert places.
Healthy Habitats
The Mojave Desert spans three states in Nevada and California with portions extending into Arizona and Utah. Thus, while this big idea is envisioned as beginning with four cardinal trails overlooking the Las Vegas valley, it is not envisioned as limited to this area.
The Compass is envisioned as collaborative effort inviting participation of various municipalities, public and private agencies, organizations, and interest groups.
Healthy Economy
The driving force of Southern Nevada's economy has been the tourism and hospitality industry supporting 32% of jobs in the region and generates more than $9.7 billion in gaming revenue to Clark County’s economy.
As more people seek new, meaningful ways to experience our cities, The Compass will support tourism, hospitality, and small business in the Las Vegas valley and potentially Nevada's other cities, including its rural communities.
WHAT A TORTOISE TAUGHT US ABOUT RELATIONSHIPS
MY WAY. MY WHY.
Thirty years ago, I served as the public relations and marketing lead on a team responsible for the development and roll out of the Clark County's Desert Habitat Conservation Plan campaign, Mojave Max: Protect, Respect, Enjoy Our Desert. I often referred to Mojave Max as my first born because developing the campaign — from orchestrating a tortoise naming contest to writing award-winning radio spots — was a labor of love. But, back then, the tortoise (gopherus agassizii) had not been elevated to the status of the Punxsutawney Phil of the desert. It was listed as a threatened species and was thereby seen as a threat to development and off-road recreation.
Changing the desert tortoise's image hinged on designating one tortoise — Mojave Max — as the spokes tortoise not only for his species but for the entire living desert. It worked. People became more favorable of desert tortoises and more prideful of their role as stewards of our deserts.
The Compass is a big idea for appealing to our inner compass and bringing forth the stewards within us to recognize and respond to what we know to be true: the healing of humans, habitats, and all life systems are inextricably intertwined.