part 6: case study: bronwen robinson, director zolkc ltd
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How Location Triggering can increase customer dwell time and increase customer spendTRANSCRIPT
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Technology Solutions for Tourism ConferenceFriday 1 March 2013
Where Technology and Tourism Collaborate
How Location Based Triggering can increase customer dwell time and increase
Bronwen Robinson, Director, ZolkC Ltd
Monday, 18 March 13
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The Waterford ExperienceInterpretation at the heart of regeneration
Tuesday, 12 March 13Monday, 18 March 13
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• The Waterford Experience
• Working together
• Rationale & process
• Early impact
• New developments
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Closure of Waterford Crystal
• Decline in the economy
• Need for regeneration
• Tourist demand for visitor centre
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Decision to build from the Crystal interest
• To increase the dwell time & expenditure in Waterford (3+ days)
• Use the heritage of the City as the platform
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Economic regeneration of the city against a backdrop of interpretation
• 3 museums plus outdoor walking tour
• Next phase Cultural quarter - Trust established (15 buildings / retail focus)
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Festivals, concerts to spread tourism across the year
• Multi-agency model
• Overall intent to increase the dwell time in Waterford & the spend profile
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Multi-agency to drive the change from industrial base (Failte Ireland, Waterford City Council, OPW, ZolkC, Bright 3D, CHL Consulting)
• Interpretation is the backdrop - 1000 years of history
• Process - Committee established with outside Chair appointed
• Focussed on the development of the model ‘in the round’ including construction work, funding models, interpretive approach including digital approach & live actors etc.
• Next phase - establishment of a Trust
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• The increase in dwell time to 3+ days is a long term goal
• Increase in numbers visiting - higher than first estimated
• Local community visits
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Languages
• Downloadable apps
• Children’s Tours
• Data gathering
• Cultural Quarter development
• Retail promotion
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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• Relevance to Edinburgh
• EWHT - use of heritage as an economic driver
• Use of digital technology as a medium & data gathering
• Partnership modelling
The Waterford Experience1,000 years in 1,000 paces
Tuesday, 12 March 13Monday, 18 March 13
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Monday, 18 March 13