Elephant Power
Laos’ recent history is tragic and some say that it remains so. This week, however, the Governor of Laos’ western province accepted our proposal to strategically redesign the nation’s largest event – The Elephant Festival. This is a victory for sustainable development in the face of serious competition.
Under Laos’ leafy canopies a high-stakes debate is underway: How will this agrarian nation participate in the global economy? In a land full of rivers and mountains its easy for the government to sell energy and natural resources to neighboring China and Thailand. But these projects threaten to turn Laos, the “land of a million elephants,” into the land of a million dams and mines with little economic gain for the people. Evidence of this bleak trajectory is littered throughout the country, but there are alternatives.
Since Laos opened its borders to foreigners in the mid-90′s, tourism has become one of the only economic forces that can compete with massive energy and mining projects. And because foreigners come to see Laos’ vast green mountains, bamboo villages, and “traditional” culture, responsible tourism has become a vehicle for sustainable development.
The Elephant Festival
Five years ago, the Elephant Festival was founded as a response to the near-extinction of Laos’ elephants yet rapidly became the country’s largest tourism-related money maker. The festival sent significant amounts of money straight into the hands of people who live on about $1,000 a year while generating immense cultural pride.
The festival made an immediate, positive impression on all Lao people – politicians, businesspeople and citizens alike. It quickly became a national icon that appears on postage stamps and on “traditional” street art sold to tourists. It’s hailed as a source of pride and even a spiritual destination. It’s so popular that in only its second year it reached an astounding attendance astounding of 80,000 people.
We were invited to attend the 2010 Festival as volunteers, and there we learned the back story. It turns out that the road for the festival has become rocky and attendance is down to only 10,000 people. Despite its popularity and how much money it generates for the local people, the long-term viability of the festival had become fragile for a number of reasons: the government hadn’t delivered on sold sponsorships, sending upset sponsors to “go rogue” and find alternate ways to display their logo; the local tourism department couldn’t manage the logistics for inviting thousands into their village; the program had been unchanged for years because of limited staff bandwidth and poor communication. Adding to the chaos, the original site of the festival, the historical heartland of elephant culture, has since relocated it’s villagers to make way for a lignite mine so massive and distructive that the festival can never return.
Our Work for the Festival
The original founders, two tireless and committed people, knew that in order for the festival to live on as a cornerstone of the nation’s culture and sustainable development program, there needed to be some big changes. And so, they hired us to broker communications between their NGO, the government, and corporations in order to build a new management coalition and create an action plan for sustaining the festival.
We worked on this project every day for two and a half months. Each morning we walked past spirit houses, dodged chickens, waved to the monks in orange, passed papaya salad stands, navigated the rushing river of motorcycles, said “hi” or “sabaidee” to the goat outside the building, and finally bowed to our co-workers in the office of Livestock and Fisheries before starting the day.
We traveled around the country in an elephant vet truck to survey stakeholders, we created cross-cultural “games” for restructuring org charts, and we solicited the help of the vets to translate for us at government meetings.
Our first success was finding and revealing the shared goals between the rural communist government workers, corporate executives and non-profit humanitarians.
Our second success was identifying a production company that was up for the challenge of managing the festival, and then building a partnership between them, the festival founders, and the country’s top tourism agency.
But the final fate of the festival was up in the air as we left the country. We had completed a proposal for a new management structure and revised budget and left it with the festival founders to share with the ultimate decision maker: the Governor of the festival’s host province.
Great News!
Last week we received news of the final success! The Governor officially accepted the proposal with such excitement and enthusiasm that he’s geared up to make 2012 the biggest year yet. Perhaps there will be over 100,000 attendees. It’s no small challenge but we think the team we assembled is up for it.
The country may never be powered by elephants again, but it seems that the big creatures may still have a place in the modern economy.
If you want to learn more or adopt a baby elephant, please visit the festival founders’ new project, the Elephant Conservation Center.









