The provision and distribution of visitor information Presented by - - PowerPoint PPT Presentation

▶
the provision and distribution of visitor information
SMART_READER_LITE
LIVE PREVIEW

The provision and distribution of visitor information Presented by - - PowerPoint PPT Presentation

Aug 03, 2023 168 likes •584 views

The provision and distribution of visitor information Presented by Sandwalk Partners July 2015 Ideas | Strategy | Growth SANDWALKPARTNERS.COM Sandwalk is a boutique consultancy that improves and grows businesses. ABOUT SANDWALK PARTNERS The

slide-1
SLIDE 1

Ideas | Strategy | Growth

SANDWALKPARTNERS.COM

The provision and distribution of visitor information

Presented by Sandwalk Partners

July 2015

slide-2
SLIDE 2
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ The Partners have successfully managed large and medium scale businesses as CEO, COO and CFO, delivered major transactions and been advisors to boards and management on executing improvement and growth strategies that create valiue. § We work with clients to:

  • Identify problems and their causes
  • Find solutions and new opportunities
  • Execute and manage agreed strategies and transactions

§ Our experience covers a broad range of industries:

ABOUT SANDWALK PARTNERS

2

Sandwalk is a boutique consultancy that improves and grows businesses.

  • Arts, Culture & Heritage
  • Entertainment
  • Energy
  • Tourism
  • Loyalty Marketing & Rewards
  • Freight
  • Retail
  • Hotels
  • Private Equity
  • Food & Beverage
  • Technology
  • Infrastructure
  • Brand Licensing
  • Call Centre
  • Building Materials
slide-3
SLIDE 3
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

Each of the partners have extensive careers in successfully managing and growing businesses, executing major transactions and consistently unlocking value.

§ David Antaw

§ Experienced COO, CFO and consultant with a career of proven commercial successes (Pioneer International, Energy Australia, Sydney Opera House) § CPA & Fellow of CPA Australia, has a Bachelor of Business degree and a Master of Commerce § Focus is on creating value-adding strategies and developing sustainable increases in cash flow

§ Andy Lown

§ Former Chief Executive at Tower Records, UK and consultant to a number of UK technology & entertainment start-ups, securing funding and identifying expansion strategies § Conceived & executed key commercial development strategies for major visitor/tourist precincts, generating new and incremental revenue streams § Innovative, change catalyst in commercial environments, particularly retail and e-commerce

§ Simon Spellicy

§ Significant international experience gained as MD, Senior VP and GM in roles in Asia, Europe, Middle East and the Pacific § Primary focus has been in tourism, hospitality and service industries, including 6 years as GM- Tourism at Sydney Opera House § Proven business turnaround, performance improvement and change management success in private and public sector

THE PARTNERS

3

slide-4
SLIDE 4
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

OUR EXPERIENCE

4

Sandwalk have significant experience working in cultural, arts, tourism & commercial organisations.

slide-5
SLIDE 5
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CONTENTS

  • 1. Visitor information centre trend
  • 2. Case studies
  • 3. Learnings
  • 4. Visitor information network model
  • 5. Curating web content for easy engagement

5

slide-6
SLIDE 6
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

6

*Source: Graph from “Blue Skies for Visitor Information Centres” Southern Queensland Tourism Industry Conference (2012).

NATIONAL TREND IN VIC VISITATION *

slide-7
SLIDE 7
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ People who attend VICs tend to be older holiday makers, travelling as couples or families with children; § 30% of holiday makers and 20% of VFR will go to a VIC during their visit; § 44% of VIC visitors are from within the state; § VIC visitors tend to be older couples or families (around 65% are 30+; 35% 55 or older); § The primary reason for visit is general information (70%) or to collect a map (63%); § Around 23% are looking for accommodation options.

7

*Sources: VIC research published by Destination NSW, Tourism & Events Queensland and TRA. Detailed sources are listed in the Appendix.

WHO IS VISITING?

slide-8
SLIDE 8
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

Top three features sought: § Knowledgeable, professional staff, customer service; § Unbiased and authoritative information; and § Regional displays and stories. Use of Technology: § Around 20% prefer a web or computer interface to a mobile tablet or app; § Around 20% find mobile applications too difficult to use; § Less than 10% used touch screen portals; § 97% prefer to speak to a person rather than use a portal.

8

Source: ”The Future of Visitor Centres in WA (2014)”;“Blue Skies for Visitor Information Centres” (2012).

HOW DO THEY ENGAGE?

slide-9
SLIDE 9
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ 83% of those surveyed had participated in additional activities as a result of their visit to a VIC; § 72% had increased the duration of their stay; § 22% spent additional nights in the local area; § 27% stayed overnight elsewhere in the state; § Average extended overnight stays were for an additional 2.9 nights locally and 6.1 nights overall in the state; § 59% stated that additional activity resulted in additional expenditure they hadn’t planned; § Unplanned spend averaged an additional $181 per adult, an 89% increase.

9

HOW DO VIC’S INFLUENCE VISITORS?

slide-10
SLIDE 10
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CONTENTS

  • 1. Visitor information centre trend
  • 2. Case studies
  • 3. Learnings
  • 4. Visitor information network model
  • 5. Curating web content for easy engagement

10

slide-11
SLIDE 11
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ Canberra and Region Visitor Centre, Canberra ACT. § Dorrigo Rainforest Centre, Dorrigo NSW; § Hunter Valley Visitor Centre; § Sea Acres Rainforest Centre, Port Macquarie NSW; § Southern Gateway Centre, Bulli Tops § Snowy Region Visitor Centre, Jindabyne NSW; § Wollongong iHub § Melbourne Visitor Centre, Federation Square; § Manchester Visitor Information Centre, Manchester; § NYCGO, New York; § Sydney Visitor Centre, The Rocks; § Tourist Information Network, Cape Town; RESEARCH

slide-12
SLIDE 12
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CASE STUDY 1 – NYCGO, NEW YORK CITY § Multiple high profile locations, flagship on 7th Ave:

  • Times Square, China Town, City Hall, Macy’s Herald Square.

§ State- of-the-art facilities providing real time information. § Integrated, design consistent, brochure wall featuring maps, pamphlets and discount coupons. § Customised itineraries, selling tickets, tours, Broadway shows. § Multilingual Information Specialists - 11 languages. § NYC Official Visitor Guide and NYC Official Visitor Map. § Internet access for users to browse nycgo.com, member websites with exclusive visitor centre only offers.

12

“The centre is a futuristic attraction in itself and a great way to discover the nooks & crannies of NY” nycgo.com

slide-13
SLIDE 13

“Choose your category, and matching destinations will be highlighted on the touch-screen tables. Save your selections to disc to create your

  • wn itinerary, print it, email it or send it to

your mobile device for your own portable, personalized tour route.”

Searchable, downloadable and mobile ready content at NYCGO

slide-14
SLIDE 14

Multiple high profile locations, partnered and free-standing

slide-15
SLIDE 15
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CASE STUDY 2 - MANCHESTER Key Objectives: § To truly reflect the original modern essence of Manchester; § Increased opportunity to showcase the tourism product of Manchester; § Increase the products and location spread that can be accessed by visitors… to increase economic impact; § Increase the relevance of information to that day creating interest… in what’s going on that day/evening; § Increase the ways that visitors can gain information; § Services and products relevant to locals and visitors.

15

“Generally visitors want to talk to a member of the team despite all the technology.” Jane Randal, Head of Visitor Economy, Visit Manchester.

slide-16
SLIDE 16

Combining clean design, accessible technology and expert staff

slide-17
SLIDE 17

Merchandise is fully integrated, on message and design driven

slide-18
SLIDE 18
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

MANCHESTER continued Impact of technology: § Better visitor dispersal and less queuing; § 58% of visitors discovered new places to visit through technology; § 66% cited technology at VIC as a reason to visit again; § 70% accessed information through a member of the team; § 46% used the Surface Tables (32% independently, 14% assisted); § 27% used a computer (18%, 9%); § 13% Media Walls (10%, 3%).

18

slide-19
SLIDE 19
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CASE STUDY 3 - MELBOURNE § Location is key - central presence in Federation Square supported by prominent signage - 40% uplift in visitation. § Extensive multilingual services. § Focus is personal face-face service - no digital devices:

  • Their research suggests visitors use digital (web) to research pre-

travel but want information face-to-face in market.

§ Brochure take-up increasing - brochure selection carefully curated and presented. § Developing partnerships with local businesses.

19

“…Worlds best example of a centre that has invested in its staff and facilities to create an interactive and engaging delivery of information…” TTF maximising Sydney Visitor Economy Report 2013

slide-20
SLIDE 20

Service is centred on expert staff, with technology adding content

slide-21
SLIDE 21
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CONTENTS

  • 1. Visitor information centre trend
  • 2. Case studies
  • 3. Learnings
  • 4. Visitor information network model
  • 5. Curating web content for easy engagement

21

slide-22
SLIDE 22
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ They are visitor destinations in their own right; § Clear and consistent branding across web, signage, displays; § Highly visible, high traffic locations servicing locals and visitors; § Contemporary ‘Apple store’ design, adaptable fixtures and fittings; § Traditional maps & brochures integrated with digital technology; § Skilled, knowledgeable and multilingual staff with areas of specialisation, supported by volunteers; § Focus on ‘what’s on today/tonight/right now; § Ancillary revenue streams (retail, merchandise, licensing, F&B) key to underpinning core function.

22

LEARNINGS FROM CASE STUDIES

Case studies and benchmarking show that the most successful visitor information centres have a number of common characteristics:

slide-23
SLIDE 23
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

LEARNINGS FROM RESEARCH

§ A strong web-presence as first contact point; § An integrated mix of onsite digital technologies (web-kiosks, digital signage, mobile apps) and traditional maps and brochures; § Well informed and motivated staff providing a highly valued interface between customers and various information sources; § Location is critical to engaging and providing an effective service to the largest available audience; § Regional displays and stories offering a sample of what visitors can see and do.

23

Our research also shows common features of successful visitor information centres:

slide-24
SLIDE 24
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CONTENTS

  • 1. Visitor information centre trend
  • 2. Case studies
  • 3. Learnings
  • 4. Visitor information network model
  • 5. Curating web content for easy engagement

24

slide-25
SLIDE 25
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

VISITOR INFORMATION NETWORK

25

  • An attraction in its own right, engaging & welcoming - a Beacon

to the Region. High visitation, strong commercial performance, sufficient infrastructure to host a suite of services.

Flagship

  • Local attractions and venues that are points of significant

current visitation and have the resources and capability to deliver a broad suite of services while sustainably covering costs;

Partner

  • Locations with lower visitation/less commercial potential but

important community sensitivities, offering a reduced suite of services at low cost;

Hub

  • Small, potentially mobile centres, opened to meet seasonal or
  • ther event driven opportunities. Limited, focused offering,

some with small but robust/short-term commercial potential.

Express

Learnings from current visitor trends, research and case studies suggest a network distribution model for delivery of visitor information across a region.

slide-26
SLIDE 26
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

FLAGSHIP VISITOR INFORMATION CENTRE

26 Source: ‘A way forward for Queensland VICs in a technology-friendly environment’ Tourism & Events Qld

“Visitors seek …‘must-visit’ information hubs and attractions in their own right [to]… purchase quality local merchandise, experience friendly, professional service, visual and interactive displays…” *

§ Beacon to the region. § Sale of produce, goods and wine by local and regional designers, growers and producers. § Talks, product launches, exhibitions and events. § An integrated mix of digital traditional info, maps and brochures. § Well informed and motivated staff to interface between customers and information. § Selected information in languages of major international markets. § Bundled experiences with local attractions and business partners. § Trusted source of “what’s on” for locals and visitors.

slide-27
SLIDE 27
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

BRANDING

27

§ Leading visitor centres increasingly broaden services, content and branding to bring locals and visitors together § VIC as a “Community Hub” and “Beacon to the Region”; § “Know-all, serve-all” model - trusted source of info for locals & visitors; § Create an emotional link with locals (proud to be local); § A portal for local businesses to curate & promote products & experiences. § Leverage use of ‘i’ icon to assist visitor recognition and engagement; § Built around a consistent, design & colour palette; § Recognisable and flexible enough for roll out across the network; § Commercially leveragable for branded and licensed merchandise.

slide-28
SLIDE 28
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM
slide-29
SLIDE 29
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM
slide-30
SLIDE 30
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

Capability Platform

  • Web, digital, social
  • Sales, marketing,

promotion, ticketing

  • Content curation,

management, distrib

  • Staff, Ambassadors,

Events Art History Regional Fare Exhibitions Attractions Accom Retail Shows Dining

  • Synchronizes assets into

integrated experiences underpinned by:

– Community Hub – Sense of place – Compelling ‘must do’ destination – Interactive/social – Destination brand

  • Collaborative partnerships

with attractions to optimise:

– Value proposition – Seamless integration – Visitation – Dwell time – Conversion – Yield

  • Underpins sustainable

commercial revenues

FLAGSHIP VIC - 360º VISITOR ENGAGEMENT FRAMEWORK

The flagship VIC becomes a place where the region’s community, arts, lifestyle and tourism assets are showcased as compelling experiences for locals and visitors.

30

slide-31
SLIDE 31
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

Capability Platform

Events Art History

Regional Fare Activities

Tours

Accom

Retail Shows Dining

VISITOR INFORMATION - CONTENT DISTRIBUTION MODEL

Content filtered to needs of each outlet OUTLETS FLAGSHIP Partner Hub Express

Content curated by the Flagship should be filtered to the other outlets to optimise engagement at each location, with information, experiences and offers relevant to adjacent attractions.

31

slide-32
SLIDE 32
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CENTRALISED MANAGEMENT FRAMEWORK § Content curation and presentation; § Branding, messaging; § Promotion, marketing and sales; § Retail planning and inventory management; § Licensing and merchandising; § Schedule of integrated activities and events; § Commercial revenue streams; § Performance and ROI; § Enhanced value to partners.

32

The variable operating environment of each of the outlets will require a streamlined, centralised management framework for optimization. This will ensure consistency in:

slide-33
SLIDE 33
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

EXAMPLE CENTRALISED MANAGEMENT FRAMEWORK

33

The centralised management framework will provide consistent design, curation, interpretation and delivery

  • f relevant content, service and visitor experience across all channels.
slide-34
SLIDE 34
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

34

§ leverages resources & infrastructure of existing high-visitation attractions and community locations; § It avoids the investment required to establish a dedicated network of VICs; § Unifies stakeholders and creates a sense of collaboration § Ensures consistent, targeted, on-brand theming and messaging reaches all touch points across the region; § Socialises and embed the destinational brand; § It helps propagate marketing campaigns through all channels § It provides a better and more coherent visitor journey ADVANTAGES OF THE NETWORK MODEL

A networking model uses partnerships, collaboration, strong brand messaging and community engagement to help deliver the destination’s marketing goals:

slide-35
SLIDE 35
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

Each step on the journey increases the visitor’s engagement

Attract and Motivate Welcome and Orient Engage Immerse & Dwell Immerse Share Return

Retain Recom

  • mend

Convert

High Engagement Low Engagement

Online On Arrival Transaction Point Immersive Experiences

The outcome will be a Visitor Information Network that creates a journey of increasing engagement from online, through arrival, to conversion and immersion in a range of compelling visitor experiences.

OUTCOME - A SEAMLESS, ENGAGING VISITOR JOURNEY

slide-36
SLIDE 36
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

CONTENTS

  • 1. Visitor information centre trend
  • 2. Case studies
  • 3. Learnings
  • 4. Visitor information network model
  • 5. Curating web content for easy engagement

36

slide-37
SLIDE 37

London and Copenhagen take the guess-work out, curating simple lists of “must dos” in several categories Visit Lex (US) focuses on core regional attractions visitcornwall.com is highly, & easily customisable

slide-38
SLIDE 38

For Newtown (Sydney) the precinct’s artistic, lifestyle & counter-culture cred are at the heart of the brand Visit Helsinki combines clean, image driven presentation, curated “must-dos” and simple customisation

slide-39
SLIDE 39
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ “The future of visitor centres in WA” Report commissioned by Tourism WA (2014); § “Blue Skies for Visitor Information Centres” Theresa Phillips and Angela McNeill, presented at the Southern Queensland Tourism Industry Conference (2012); § “Maximising Sydney’s visitor economy”, Submission in response to the City of Sydney’s draft Economic Development Strategy and Tourism and Retail Action Plan Tourism and Transport Forum (2013); § “The DMO Visitor Center of the Future” Troy Thompson, presentation to e- tourism summit (2010); § “Visitor information centers & services in the digital age” Roger Brooks www.RogerBrooksInternational.com (2014); § “The Impacts of Regional Visitor Information Centres on Visitor Behaviour in South Australia: Summary of Results” Study undertaken by TRA and SATC (2011); § “A Way Forward for Queensland VICs” Tourism and Events Queensland (2014); § NYCGO.com, Annual Summary (2013);

REFERENCES AND FURTHER READING

slide-40
SLIDE 40
  • IDEAS. STRATEGY. GROWTH | SANDWALKPARTNERS.COM

§ Canberra and Region Visitor Centre, Canberra ACT. § Cape Town Visitor Information Network, South Africa; § Changi Airport, Singapore; § Dorrigo Rainforest Centre, Dorrigo NSW; § Glasshouse Visitor Information Centre, Pt. Macquarie NSW § Hunter Valley Visitor Centre, Cessnock NSW § NYVCGO – New York, US; § Manchester Visitor Information Centre, Manchester, UK; § Melbourne Visitor Information Centre, Federation Square, Melbourne Vic; § Microsoft Visitor Information Centre, Seattle, US; § Sea Acres Rainforest Centre, Port Macquarie NSW; § Snowy Region Visitor Centre, Jindabyne NSW; § Southern Gateway Centre, Bulli Tops NSW; § Sydney Information Centre, The Rocks, Sydney NSW; § Wollongong i-Hub, Wollongong NSW;

VISITOR CENTRES VISITED, CONSULTED OR EXAMINED

slide-41
SLIDE 41

Ideas | Strategy | Growth

SANDWALKPARTNERS.COM

Sandwalk Partner Pty. Limited 2 MacDonald Street Paddington NSW 2021

David Antaw

§ M: +61 408 649 361 E: david@sandwalkpartners.com

Andy Lown

§ M: +61 401 710 167 E: andy@sandwalkpartners.com

Simon Spellicy

§ M: +61 421 11 77 22 E: simon@sandwalkpartners.com

CONTACT US