heritage / museum management - unibg slides jm... · profile: size: value: positioning of the...

HERITAGE / MUSEUM MANAGEMENT

Dr Jean-Michel TOBELEM

Bergamo, 2016

Jean-Michel Tobelem - 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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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



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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”?



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The action plan

Product

Price

Place

Promotion



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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 old 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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Morning


Vecchia

Academia Carrara

(workshop and activities for kids)

Either Natural History Museum,

or Gamec

Leolandia Park, or Cornelle zoo

Lunch

Mimmo restaurant Caprese restaurant

(downtown)

Fornaio restaurant

Restaurant inside

Afternoon


Botanical Garden

Shopping in the old 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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Morning


Vecchia

Academia Carrara

Gamec Spa + tours (San Pellegrino Terme)

Lunch

Polentone (polenta)

Downtown restaurant

Fornaio restaurant

Cafeteria

Afternoon


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

[email protected]

www.option-culture.com

heritage / museum management - unibg slides jm... · profile: size: value: positioning of the...

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