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Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011.

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Presentation on theme: "Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011."— Presentation transcript:

1 Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011

2 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

3 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

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6 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

7 What do we want? Informal networking forum Sector voice? New routes to market? Additional business …

8 What does this mean for you? New markets Repeat visits Extended stays Increased spend More shoulder and off-peak business

9 WLTM …

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11 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

12 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

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14 What can we do for you? 94% routinely gather customer data and customer feedback Multiple marketing channels

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16 WLTM…

17 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

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22 Museums & Galleries

23 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

24 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

25 Royal Edinburgh Military Tattoo better views more comfortable better disabled access 5-27 August weeks to build / take down more events during year

26 Edinburgh Festivals 12 year-round festivals 2,500 different events

27 Visitors plus … new and repeat visits economic impact – visits, jobs, suppliers business tourism and corporate hospitality national profile and pride lifelong learning community cohesion, social inclusion creativity and well-being

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30 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…

31 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?

32 Get involved Make web links Re-tweet our news or 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

33 Business Opportunities Guide Facts & figures Target markets Ideas for working with individual members Named contacts Available for download at

34 Sample Guide Entry

35 GSOH and … Be interested Be straightforward Be committed Be honest Be ambitious Be open-minded Want to do a fantastic job Be enthusiastic Be on time Be prepared to take risks Be friendly Have a sense of humour Be generous Be supportive Be polite Be organised Enjoy the process Be receptive Be genuine Listen and respond Be brave Stand up for what ’ s right Be prepared for change Offer you a cup of tea! Be appreciative

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37 GSOH and … Be interested Be straightforward Be committed Be honest Be ambitious Be open-minded Want to do a fantastic job Be enthusiastic Be on time Be prepared to take risks Be friendly Have a sense of humour Be generous Be supportive Be polite Be organised Enjoy the process Be receptive Be genuine Listen and respond Be brave Stand up for what ’ s right Be prepared for change Offer you a cup of tea! Be appreciative

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39 Questions / thoughts?


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