avic summit summit...tourism conference 2015 avic summit kljl inspirational visitor servicing for...

AVIC Summit Inspirational Visitor Servicing for Local Government 2015 and beyond

Welcome to the Local Government NSW Tourism Conference 2015

AVIC Summit kljl

Inspirational Visitor Servicing

for Local Government 2015 and beyond

BATHURST

2 Aurora Research March 2015

Primary Role of Visitor Centres:

Source: Haeberlin Report WA, 2014

“…to provide visitors with insights

into the region and distribute

information about tourist product”.

Visitor Centre

Product Information and Sales

General Information

Visitor

Provide credible, authoritative and unbiased information

3 Aurora

About the AVIC Network

Staff and Volunteers at NSW Accredited Visitor Information Centres provide a vital service to the local

community, industry operators and visitors.

NSW Accredited Visitor Information Centres have a considerable impact on regional economies by

providing information to visitors which encourages them to stay longer, spend more money and

experience more attractions.


4 Aurora

About the AVIC Network Inspirational Visitor Servicing Visitor Centres in the AVIC Network….

5 Aurora Research Nov 2014

AVIC Service Cycle

Meet and Greet Customer

Service

Brochure Management

Merchandise Display

Admin Assistance

Event Ambassador

Special Projects

Tour Guide

Respond to mail

and emails

Resource Development

One Team

Local knowledge

Varied experiences and interests

Varied occupational backgrounds

Characters

History

Locations

Stories

Anecdotes


6 Aurora Research 2015


7 Aurora Research 2015

Presentations from:

• Parramatta

• Destination Southern Highlands

• Griffith

• Dubbo

Q & A and Panel Discussion

The modern consumer is telling us:

It’s about:



The modern consumer is telling us: It’s about: • Inspiration • Professionalism • Personality • Passion • Consistency . . . You will be forever judged by your customer’s last great experience!



Thank you to • Local Government NSW, CEO Donna Rygate • LG NSW, Events and Protocol Meg Fisher & her fantastic Team • Destination NSW, CEO Sandra Chipchase • President LG NSW, Cr Keith Rhodes • Vice President LG NSW Cr Bruce Miller • Minister for Local Government, Hon Paul Toole MP • Bathurst Mayor Cr Gary Rush • All Council delegates and AVICs represented here today • Sponsors, Supporters and Exhibitors • Speakers: Steve Rosa; Justine Dowd; Greg Lawrence & Jackie Parish



Future Parramatta https://www.youtube.com/watch?v=XfNaEMW0wOo&feature=youtu.be

https://www.youtube.com/watch?v=XfNaEMW0wOo&feature=youtu.be

Parramatta Visitor Strategy 2011 - 2016

A City in Transformation… Our Visitor Services Strategy

Purpose of the Visitor Strategy

• To provide a framework to build and position Parramatta as a leisure destination

• To increase visitation and foster repeat visitation

• To facilitate greater spend and encourage longer stays

• To grow advocates for the city.

Purpose of the Visitor Strategy

To achieve this we must begin to understand:

• How to inspire and attract key markets – a pool of over 1 million people

• Engage the community, workers and people across Greater Sydney.

• Domestic and International visitors

Vision for Parramatta

Parramatta will be appreciated as a vibrant city offering a fusion of activities by day and night for those who live, work and visit.

Visitor Strategy • Our Vision Strategy document set out the vision, objectives and

actions to work towards over five years. • Planning & development of visitor opportunities are weaved into the

the broader context of City planning of major projects: • The City Centre Revitalisation strategy (2009) • Redevelopment of Civic Place (Parramatta Square) • Precinct development of the River Foreshore.

The Visitor Strategy provides a refined list of actions that considers the range of individual initiatives raised by stakeholders and combines them to deliver greater benefit for all and strengthen the city as a destination.

The Planning Process • Developed over 18mths through research, analysis and development

with tourism destination planners, market researchers, brand & communication experts and tourism business development professionals

• Experience Audit of the visitor offer • SWOT workshop with 50 participants of the Tourism Reference

Group • Blue Skies workshop with 15 external specialists and local industry

leaders. • Draft Strategy was developed by destination planners, Planning for

People. • Feedback was received on the draft strategy

The Planning Process • Qualitative and quantitative market research was conducted

through surveys and focus groups with 2,300 people (2009 and 2010).

• Feasibility of several product ideas were investigated (2010).

• Final Visitor Strategy was refined with additional market intelligence, brand research and feedback from stakeholders (2010).

• The Strategy was presented to the industry and Council in 2011.

Key Messages • It’s all about great experiences

• Quality and a great range of things that people want to do

• A place where great events are held

• Create precincts for people to naturally think of Parramatta as a place to go to on a weekend

• Communicate smartly

• Easy to get to and get around

• Listen to and understand visitors needs and desires

Key Messages • Engage target markets to advocate to their peers

• Reinforce the distinctiveness and identity that underpins Parramatta - a positive, down to earth, welcoming, diverse, historically significant and multicultural place

• Challenge perceptions and create incentives

• Seek opportunities for investment in attraction, product development, events, services sector, accommodation, and infrastructure

Key Deliverables & Implementation To achieve this vision over the next five years Parramatta needed:

Market-Led Approach

• Focus on and consider the needs of target visitor markets (including advocates) to ensure they have an enjoyable experience and have a desire to revisit and recommend Parramatta to their peers.

Strong Governance and Resources

• Create and sustain effective governance to assist in visitor planning and coordination, and linking through partnerships of mutual benefit that support the regional development of Parramatta.

Key Deliverables & Implementation

Grow Product and Experiences

• Enhance services and expand the range of product and experiences, including establishing regular programs of events and activities that appeal to, attract and engage target markets.

Smart Communications and Marketing

• With more product develop communication to encourage people to think of Parramatta as a place to ‘play’, where people want to be.

Key Deliverables & Implementation Quality Infrastructure, Access and Amenity

• Integrate the needs of visitors into planning and improve the amenity and experience of the City through smart, creative design; reinforcing the distinctiveness and identity of Parramatta.

• Activate key city spaces, to be multipurpose venues that host a range of events and activities.

Meet the Market Segments Friendly Adventurer

• In all ages

• Most work full time, often in managerial or professional occupations

• 60% have children (from babies to adults)

• Have strong functional connections to Parramatta (work, study, live or have lived nearby)

• Live across Sydney Metropolitan. Active throughout Sydney area Median household income of $90,000

13% of Sydney adult population -300,000 people Segment includes 40% of domestic and 60% of international Parramatta

visitors

Meet the Market Segments Practical Organizer

• Represented in all ages Most employed, many conduct domestic duties or are retired.

• Many live within 30 minutes travel to Parramatta, with strong functional connections to the area

• Median household income of $70,000

13% of Sydney adult population - 300,000 people Segment includes 20%-30% of domestic and international Parramatta visitors

Meet the Market Segments Younger Parramatta Workers

• In their teens, 20s and 30s Work either full time or part time in a range of occupations Some have children Connections to Parramatta are primarily for work Live across Sydney Metropolitan

34,003 people (ABS 2006)

Meet the Market Segments Older Parramatta Workers • In their 40s, 50s and 60s • Many have children (particularly teens or

adults) • Leisure time is a juggling act in between

work and family commitments • Like places they are familiar with and

easy to get to / like a range of activities and offers in one location / Don’t like crowds

• Many live within 30 minutes travel to Parramatta, with strong functional connections to the area

• Median household income $70,000

31,896 people (ABS 2006) people

Meet the Market Segments Already There • Gregarious, fun loving under 30s. Many

are students. • Interested in new trends, fashion and

having a good time with friends • Interested in shopping, free events,

evening activities • Regular visitors with strong functional

connections • See Parramatta as their local but aspire

to other destinations for leisure. Good knowledge of Parramatta activities

• Live throughout Sydney Metropolitan • Median household income $70,000

7% of Sydney adult population - 160,000 people

Meet the Market Segments Out and About • Outward looking, sociable and friendly,

over 30s • Most work full time, often in managerial

or professional occupations • Ambitious, like to meet new people,

keep up with new trends, places and events

• No functional connections with Parramatta, but have a positive image of the offer

• Tend to live further than 30 mins travel from Parramatta and around the eastern seaboard

• Median household income of $90,000

13% of Sydney adult population - 300,000 people

What our Visitor Audit revealed…

• Accessing Parramatta by the Rivercat,

and walking along the river to the Heritage and Visitor Information Centre for orientation and information before visiting places of interest;

• Parramatta Riverside Theatres performances and dining;

• Major festivals and events which focus on rich cultural heritage experiences that offer a variety of experiences to different audiences.

Our Journey so far….

Extensive research and consultation

• Detailed strategy development

• Key deliverables and implementation plan

• Define market segments

• Audit of visitor experiences

Our transition…not just a Visitor Information Centre

• Defined new roles and recruited a

Visitor Services team • Host and Guide services • Expand the visitor offer and

attractions • Product development • Insights and engagement • Diverse and regular activities,

events and cultural programs • Create multipurpose locations • Improve the visitor experience

Meet & Greet

Summary • We are out of the bricks and mortar – we go to our visitors

and engage with them at various locations within the CBD

• New team, new training and new visitor experience

• VIC an attraction in itself

• New Discovery Centre on the horizon…it will take the visitor experience to the next level

• Understand what your target markets want!!!!!!

• Engage effectively with internal and external stakeholders

• Create the buzz… Build activities, attractions and experiences

http://youtu.be/XfNaEMW0wOo

AVIC Summit March 2015 – Mt Panorama, Bathurst

Southern Highlands • Are you banging your head against a Brick Wall with Council in

valuing what you do?

• Have you got a sustainable VIC & Tourism model?

• Are you adding value to Council, your Community & Business stakeholders?

• Have you got a value proposition & point of difference?

• How can I help?

• Our Story

Who we are

Business Unit of Wingecarribee Shire Council Functions = Facilitator 1. Provide Visitor Information Services 2. Destination Marketing 3. Event Management 4. Industry Development & Support Services Budget: $950k (Incl Tulip Time)

Our Current Model

Our Story • Golden Fleece Service Station > Mittagong VIC > 18 yrs ago

• 9 yrs ago > Tourism Summit > Tourism Strategy

• Re-Positioning/Re-Branding/Re-Engineering

• Community/Industry/Council Engagement

• Education > Value of Tourism

• Defer cost from Council

• Enlist ‘Champions’

• Review Model

Our Strategies • Fit 4 Future • Whole of Place Management Approach • Destination Practitioners • Relevant to Council & other Stakeholders = Community, Industry, Visitors &

Businesses • Team Approach – ‘Team Southern Highlands’ • Partnerships • Reinvent – Product Development > Events/Experiences/Services

RESULT?

• VIC to become a DESTINATION HUB – ‘Concierge Service’

Community Ambassadors

VFR Program = ‘My Southern Highlands’

1. High cost of traditional marketing & advertising ‘noise’

2. Own & Control the communication channel 3. No real destination competition 4. Lack of local knowledge of “what’s in my backyard” 5. Need raise profile & value of Tourism in community 6. Opportunity to ‘personalise’ region, industry & stimulate new business

My Southern Highlands was originally developed to create local tourism Ambassadors & reward locals for referrals via Industry Deals & Discounts

Community Ambassadors

Current Program Objectives

Evolved since 2007

• Build on existing AWARD WINNING VFR Program, Visitation, length of stay, $ spend, regional dispersal

NOW EXPANDED

• Build Community Pride • Create More Tourism Ambassadors • Buy Local/Shop Local • ‘Personalise’ Tourism Industry • Increase Operator Deal Voucher Redemptions • Increase Database contacts • Drive Traffic to MSH website & thru doors of VIC • Instill FUN into Program • Become leaders in VFR Market

ALLIANCE WITH SHCCI = ‘Buy Local Shop Local’ development +++

REUNION TIME Campaign

Industry Engagement

Membership Services • Product & Content

• Additional Revenue $

• Ambassadors & Champions = ‘Partnerships’

• Value added DSH Services/Benefits

• Cherry Pick Benefits that suit U

• Product & Event Development

• Operator Story Telling (Video – My SH)

Operator Story

Events Strategy Create Reasons to come - 365 Days a year

Draft Events Strategy @ Council = Service Community, Civic, Business & Tourism Events

Thematic Months & Umbrella Festivals – Wine Time, Tea Time, Wedding Time, Arts Time, Tulip Time, Heritage Time, Taste Time

Build Signature Events – New & Existing (Tulip Time)

NEW! = Wine Time, Wedding Time, Home & Garden Show, Tough Mudders (Video – Wedding Time)

Wedding Time

Digital Platform Now > ‘BRICKS & CLICKS’ Destination Portal

- southern-highlands.com.au - Tourism/Events/Business & Lifestyle

Mobile Applications - Smart Phones, Tablets, Apps, Social Media (Facebook, Twitter, Instagram, Flicker)

e-CRM - User Information Management - Profiling & Behaviour Tracking - Customise Products & Communications

Booking Engines = Bookeasy Own TV Channel = HIGHLANDS TV - Weekly Events QR Coding - Operators Stories

QR Codeing Story

Our VIC Destination HUB – ‘Concierge Service’ • New Branding – Destination Southern Highlands = Whole of Destination Approach

• Southern Highlands Information Centre NOT just a Visitor Centre

• Visitor , Lifestyle & Business Services

• VIC Upgrade – “interactive” = reflect positioning, technology, products & experiences

• Events = VIP Red Carpet Day, Wine Time, Melbourne Cup Visit, Thematic Months, Meet the Operator etc

Invitation to Red Carpet Day

What Sets Us Apart?

Our Strengths

• Innovation – think outside the box • Being Relevant • Commercially Focused = ROI • Professional • Passionate • Service Driven • Focused – Good Planning • Resourceful • Adaptable – Take opportunities as

they are arise • Partnering • HAVE FUN!

HIGHLANDS TV

The Future for the Visitor Information Centre

The Future for the Visitor Information Centre • Ever-changing

• Technology

• Passion

• Economic Development

• Hub

• No longer just a brochure distribution centre

The Future for the Visitor Information Centre • Relationships

• Experience

• Influencer

• Regional Influence

• LGA Boundaries

• Know your customer

The Future for the Visitor Information Centre • Stranger

• Other VIC’s

• RTO’s-RRT

• Team

• DNSW

• Local Operators

The Future for the Visitor Information Centre • Famils

• Networking

• Website

• Tourism is a business

• Brand Building

• Vision/ Leadership

The Future for the Visitor Information Centre • Events

• Conferences

• Sporting


•The WOW Factor


•Product Development

The Future for the Visitor Information Centre • Website

• Social Media

• Multi Skilled


• PASSIONATE

• HUB

• RELATIONSHIPS

• RTO’S

• DNSW

• LOCAL OPERATORS

• MULTI SKILLED

• WEBSITE/ SOCIAL MEDIA

• BRAND BUILDING

• VISION/ LEADERSHIP

• EVENTS/CONFERENCES

• SPORTS

• WOW FACTOR

• PRODUCT DEVELOPMENT


•ONE SIZE DOES NOT FIT ALL


•FIND YOUR POINT OF

DIFFERENCE

GRIFFITH Visitor Centre https://www.youtube.com/watch?v=f52oRRidScY&feature=youtu.be

https://www.youtube.com/watch?v=f52oRRidScY&feature=youtu.be

https://www.youtube.com/watch?v=f52oRRidScY&feature=youtu.be

Brief background

Economic Development Strategy

Development of

Council’s City Image Branch

City Image Marketing Strategy

City brand

development project

City Image Program

Where did we come from

A new approach to city marketing

• More diverse

• More collaborative

• More coordinated

• More inclusive

Our brand needed to help

change people’s perceptions

1) BACKGROUND AND RESEARCH

Discovering who we are

Who is Dubbo now?

Who do we want it to be?

How do we bridge the gap?

2) BRAND DEVELOPMENT

Brand insight and proposition Brand insight:

Dubbo provides the best Australia has to offer.

Brand proposition:

Dubbo gives you time to do more of the things

you want. The things that make you happy.

2) BRAND DEVELOPMENT

The idea

Dubbo. Time to smile time to grow

time to explore

time to love

time to celebrate

time to see the kids

time to kick your third goal

time to smile

Business: TIME TO GROW Family: TIME TO LOVE

Visitation: TIME TO EXPLORE Community: TIME TO CELEBRATE

Dubbo brand

Excellence in Customer Service

Focusing on your Customer

Focus on community

Focus on feedback

Be responsive

Be flexible and offer versatility


Acknowledge the things you do well

Year on year Customer satisfaction levels

for quality information and service

Do something better

Use Tracker Riley Cycleway: Bike Hire

Open earlier for the Farmers Markets


Capitalise on something missing in the market or service

City Tours “Our passengers were from all parts of Australia and New Zealand and were mostly “first timers” to Dubbo

so you guided tour gave us all a fabulous insight into Dubbo’s history, local economy and appeal as a

tourist destination. In retrospect I wish we had planned to stay longer. One day did not allow sufficient

time to take in all that Dubbo has to offer so I will certainly allow a couple of days

next time.”Travelworld Melbourne - City Tour, March 2010

Education Tours “A chance phone call to the Information Centre in early 2009, explaining the purpose of our visit, led to

….our Business Management students …developed an informative presentation covering the aspects of

marketing our students were studying, including marketing to tourists, investors and potential new

residents. The bus tour, enhanced our exposure and knowledge of all these areas. We are now planning

our third annual study trip to Dubbo. The insights and information made available by the team enable us

to provide a learning experience that is real and engaging for our students and help make Dubbo such an

appealing destination.”

Canberra Girls Grammar - City Tours, February 2010


August 2014 January 2015

Cafe – offering visitors a place to rest and rejuvenate

Events in the Park – use the deck as a stage

Collaboration

Partnership Program • Dubbo City Guide

• New Residents Guide

• Events Guide

• City information Boards

• City Flags

• Website Listing

• Brochures in the VIC

Let Kids Be Kids

Partnering through events For events such as conferences and sporting events (attracting 300+)

• A landing page on dubbo.com.au is created and includes: Targeted copy/images/maps speaking directly to

the event’s audience

• VIP Welcome Pass is created in partnership with industry

and offers special deals that extend prior and post event.

• Dubbo packages two-nights’ accommodation bundled

with a visitor experience

Smile it’s Christmas

Social media: Talking peoples language Instagram campaigns

Social media: Talking peoples language Facebook campaigns

Time to Grow Economic Development The Strategy recognises the City's strengths and

opportunities and includes sub-strategies areas:

• Infrastructure development

• Mining and mining services expansion

• Tourism destination development

• Transport and distribution expansion

• Agricultural sustainability and diversification

• Regional service centre development

• Workforce and skills development

• Advocacy and leadership development

• Business investment and attraction

• Business retention and expansion.

Invest in Dubbo

What did we achieve? • Created a brand that is:

• Meaningful

• Memorable

• Transferable

• Useable

• Undertook a transparent and consultative

process

• Delivered to the agreed development plan

• Developed a brand to underpin and

support City promotion, not rely on it.

What did we learn? • Need to be honest

• Need to be clear what the objective of creating

the brand is

• Need to have a clear plan of approach

• Need to engage key influencers but also

connect with the broader population and target

markets

• Plan how the brand is going to be

represented.

DUBBO INFORMATION CENTRE

avic summit summit...tourism conference 2015 avic summit kljl inspirational visitor servicing for...

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