Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011 3D Loch Ness Experience - Camera Obscura & World of Illusions - Dalmeny House - Deep Sea World - Dovecot Studios - EAE - Edinburgh Bus Tours - Edinburgh Butterfly & Insect World - Edinburgh International Festival Edinburgh International Science Festival - Edinburgh Museums (City of Edinburgh Council) - Edinburgh Zoo (RZSS) - Richard Findlay - Haggis Adventures - Highland Experience Tours - Highland Explorer Tours - Historic Scotland: Edinburgh Castle - The Hub - Brian Leishman Mercat Tours - Museum on the Mound - Musselburgh Racecourse - National Galleries of Scotland - National Museums Scotland - Our Dynamic Earth - Rabbie's Trail Burners - Real Mary Kings Close - Royal Botanic Garden Edinburgh - Palace of Holyroodhouse - Royal Highland Show – Scotland’s People Family History Centre - Scottish Mining Museum - Scottish Seabird Centre - The Edinburgh Dungeon - The Edinburgh Playhouse - The National Trust for Scotland - The Royal Edinburgh Military Tattoo - The Royal Yacht Britannia - The Scotch Whisky Experience Scottish Parliament - David Todd - VisitScotland Who are we? • Edinburgh Capital Group – the original collaborative tourism group (est. 1980) • Mainly visitor attractions (64%) plus tour companies, theatres, and major events and festivals Who are we? • Edinburgh Capital Group – the original collaborative tourism group (est. 1980) • Mainly visitor attractions (64%) plus tour companies and major events • Most representatives work in marketing • All ‘delivering visitor experiences’ - things to see and do in and around Edinburgh www.edinburghcapitalgroup.co.uk What do we want? • • • • Informal networking forum Sector voice? New routes to market? Additional business… What does this mean for you? • • • • • New markets Repeat visits Extended stays Increased spend More shoulder and off-peak business WLTM… Our collective impact.... From our Members’ Survey (Nov 2010) • Over £150 million annual turnover • Nearly 2,750 jobs – 1,752 full-time (64%) – 378 part-time – 616 casual/ seasonal • More than £5m in rateable value • Over £4.5m in marketing spend Our collective impact.... From our Members’ Survey (Nov 2010) • Over 8.5m visits – including some multiple visits From the Edinburgh Visitors Survey • 95% of visitors visited a visitor attraction as part of their visit What can we do for you? • 94% routinely gather customer data and customer feedback • Multiple marketing channels WLTM… Always something new... • 54% have plans for major investment or growth in the next 2 years • We can keep you informed, so you can entice customers back or attract new customers Museums & Galleries Scottish National Portrait Gallery • £18m investment • Restore and open up historic building • Nearly 1000 portraits • Learning centre • Larger shop & café • Opens on St Andrew’s Day • Free entry National Museum of Scotland • £46 million investment: • 8000 objects • 16 galleries • Opens summer 2011 • Free entry • Restore and open up historic building • Learning centre • New street level hall; new shops & cafes Royal Edinburgh Military Tattoo • better views • more comfortable • better disabled access • 5-27 August 2011 • 3-4 weeks to build / take down • more events during year Edinburgh Festivals • 12 year-round festivals • 2,500 different events What can we do for you? • 94% very / interested in working with other businesses • 84% very / interested in developing new products or repackaging existing products • All marketing actively: how can your business benefit from this activity? • All gathering customer feedback – we may know your target customers… Could you work with us to... • Attract new and repeat customers – including at quieter times ? • Reach particular market segments • Improve your guests’ experience, or extend their stay and spend? • Generate referrals – both ways? • Develop packages, itineraries and apps • Develop a project suitable for support from the Tourism Innovation Fund? Get involved • Make web links • Re-tweet our news or email your contact lists • Display print at your venue • Attend ‘frontliners’ events and briefings • Plan fam trips • Talk to us about offers and packages • Sponsor us, or join as a member Business Opportunities Guide • Facts & figures • Target markets • Ideas for working with individual members • Named contacts • Available for download at www.etag.org.uk Sample Guide Entry GSOH and… • • • • • • • • • • • • • Be interested Be committed Be ambitious Want to do a fantastic job Be on time Be friendly Be generous Be polite Enjoy the process Be genuine Be brave Be prepared for change Be appreciative • • • • • • • • • • • • Be straightforward Be honest Be open-minded Be enthusiastic Be prepared to take risks Have a sense of humour Be supportive Be organised Be receptive Listen and respond Stand up for what’s right Offer you a cup of tea! GSOH and… • • • • • • • • • • • • • Be interested Be committed Be ambitious Want to do a fantastic job Be on time Be friendly Be generous Be polite Enjoy the process Be genuine Be brave Be prepared for change Be appreciative • • • • • • • • • • • • Be straightforward Be honest Be open-minded Be enthusiastic Be prepared to take risks Have a sense of humour Be supportive Be organised Be receptive Listen and respond Stand up for what’s right Offer you a cup of tea! Questions / thoughts?