Dr Jean-Michel TOBELEM Bergamo, 2016 Jean-Michel Tobelem - 2016 - - PowerPoint PPT Presentation

HERITAGE / MUSEUM MANAGEMENT

Dr Jean-Michel TOBELEM Bergamo, 2016

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Bergamo destination

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Bergamo City Break Destination

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The market

• Supply: historical buildings, medieval town, typical food,

local products, landscape/nature, accessibility (airports), museums…

• Competition: Milano, Venice, Verona, Mantova, Pavia,

Ferrara, Brescia…

• Demand: Germany, France, Spain, England, Russia… +

Italy

Bergamo SWOT analysis

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Jean-Michel Tobelem - 2013 5

The Bergamo Case

Strengths Weaknesses Airport / low cost Promotion / brand Location (Milano, Brescia) Activities for kids and teenagers Heritage - Cultural sites (Lack of events) Alta Citta / funicular Nightlife (importance of the Church?) (Shopping Centre) Transportation (bus) Food, wine Management Mountains, lakes, ski… Hotels (number and quality) Local markets Prices (food, etc.) Car parks, road signs (Toilets)

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The Bergamo Case

Threats Opportunities Competition Festivals with local art figures Quality-price ratio Creative tourism (Italian courses) Weather Marketing strategies Dependence / airports Environment, rural tourism Donizetti Lotto Arlequino (carnival) Night tours

Bergamo City Break Destination

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The strategy

• Segmentation (age, income, education, country, lifestyle…)
• Main targets / core markets: 3 main targets
• Positioning: “All Italy in a easily accessible place close to

nature”?

Bergamo City Break Destination

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The action plan

• Product
• Price
• Place
• Promotion

Bergamo City Break Destination

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The organization

• Governance
• Budget
• Human resources
• Key performance indicators

Target Group # 1

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Cultural tourists

• Profile:
• Size:
• Value:
• Positioning of the destination: a rich heritage in a smaller city close to Milano

and nature (Alps, lakes, countryside); quality of local products and gastronomy

• USP: in the footsteps of Lotto, Donizetti… and Arlecchino!
• Main offers: several museums, churches, historical places, artistic activities

(exhibitions, concerts…) + Lotto wooden panels

• Distribution
• Promotion

Suggestions

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Day 1 Day 2 Day 3 Day 4 Morning

Visit of the old city Church in plazza Vecchia Academia Carrara Either Donizetti Museum, or Moroni Palace, or Gamec, or Colleoni Chapel Crespi D’Adda industrial site

Lunch

Mimmo restaurant Caprese restaurant (downtown) Colleoni restaurant Restaurant in town

Afternoon

Tower on plazza Vecchia Botanical Garden Shopping in the

• ld city

Parco Dei Colli San Viglio Castle Stroll along the river

Dinner

Circolino restaurant Sant’Ambroeus San Viglio area restaurant Downtown restaurant

Evening

Ice cream Marianna Social Theater ? Donizetti Theater

Target Group # 2

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Families

• Profile:
• Size
• Value
• Positioning of the destination: small town with a medieval atmosphere, close to

nature, ideal for family with kids

• USP: funicular… + the National Arleccino Center?
• Main offers: parks, botanical garden, science center, museum of Natural history,

tower, countryside…

• Distribution
• Promotion

Suggestions

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Day 1 Day 2 Day 3 Day 4 Morning

Visit of the old city Church in plazza Vecchia Academia Carrara (workshop and activities for kids) Either Natural History Museum,

• r Gamec

Leolandia Park,

• r Cornelle zoo

Lunch

Mimmo restaurant Caprese restaurant (downtown) Fornaio restaurant Restaurant inside

Afternoon

Tower on plazza Vecchia Botanical Garden Shopping in the

• ld city

Parco Dei Colli San Viglio Castle Iseo lake

Dinner

Circolino restaurant Plazza Vecchia area restaurant San Viglio area restaurant Downtown restaurant

Evening

Ice cream Marianna ? Ice cream Safara ?

Target Group # 3

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Students

• Profile:
• Size
• Value
• Positioning of the destination: ideal middle-size art city, with many

possibilities of excursions, close to Milano

• USP: low-cost airport, important university
• Distribution
• Promotion

Suggestions

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Day 1 Day 2 Day 3 Day 4 Morning

Visit of the old city Church in plazza Vecchia Academia Carrara Gamec Spa + tours (San Pellegrino Terme)

Lunch

Polentone (polenta) Downtown restaurant Fornaio restaurant Cafeteria

Afternoon

Tower on plazza Vecchia Botanical Garden Iseo lake Parco Dei Colli San Viglio Castle Tour of the city

Dinner

Circolino restaurant Aperitivo San Viglio area pizzeria Downtown restaurant

Evening

Donizetti Theater Social Theater Ice cream Safara Jamaica club

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Jean-Michel TOBELEM, PhD

Consultant & Researcher

• ption.culture@wanadoo.fr

www.option-culture.com

Further readings

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