delivering visitor experiences workshop presentation

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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?
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Informal networking forum
Sector voice?
New routes to market?
Additional business…
What does this mean for you?
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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…
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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
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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?
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