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Edinburgh Capital Group

Edinburgh Capital Group. Delivering Visitor Experiences ETAG Conference 2011.

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Edinburgh Capital Group

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  1. Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011

  2. 3D Loch Ness Experience - Camera Obscura & World of Illusions - Dalmeny House - Deep Sea World - Dovecot Studios - EAE - Edinburgh Bus Tours - Edinburgh Butterfly & Insect World - Edinburgh International Festival - Edinburgh International Science Festival - Edinburgh Museums (City of Edinburgh Council) - Edinburgh Zoo (RZSS) - Richard Findlay - Haggis Adventures - Highland Experience Tours - Highland Explorer Tours - Historic Scotland: Edinburgh Castle - The Hub - Brian Leishman - Mercat Tours - Museum on the Mound - Musselburgh Racecourse - National Galleries of Scotland - National Museums Scotland - Our Dynamic Earth - Rabbie's Trail Burners - Real Mary Kings Close - Royal Botanic Garden Edinburgh - Palace of Holyroodhouse - Royal Highland Show – Scotland’s People Family History Centre - Scottish Mining Museum - Scottish Seabird Centre - The Edinburgh Dungeon - The Edinburgh Playhouse - The National Trust for Scotland - The Royal Edinburgh Military Tattoo - The Royal Yacht Britannia - The Scotch Whisky Experience - Scottish Parliament - David Todd - VisitScotland

  3. Who are we? Edinburgh Capital Group – the original collaborative tourism group (est. 1980) Mainly visitor attractions (64%) plus tour companies, theatres, and major events and festivals

  4. Who are we? • Edinburgh Capital Group – the original collaborative tourism group (est. 1980) • Mainly visitor attractions (64%) plus tour companies and major events • Most representatives work in marketing • All ‘delivering visitor experiences’ - things to see and do in and around Edinburgh www.edinburghcapitalgroup.co.uk

  5. What do we want? • Informal networking forum • Sector voice? • New routes to market? • Additional business…

  6. What does this mean for you? • New markets • Repeat visits • Extended stays • Increased spend • More shoulder and off-peak business

  7. WLTM…

  8. Our collective impact.... From our Members’ Survey (Nov 2010) • Over£150 millionannual turnover • Nearly 2,750 jobs • 1,752 full-time (64%) • 378 part-time • 616 casual/ seasonal • More than £5m in rateable value • Over £4.5m in marketing spend

  9. Our collective impact.... From our Members’ Survey (Nov 2010) • Over 8.5m visits • including some multiple visits From the Edinburgh Visitors Survey • 95% of visitors visited a visitor attraction as part of their visit

  10. What can we do for you? 94% routinely gather customer data and customer feedback Multiple marketing channels

  11. WLTM…

  12. Always something new... 54% have plans for major investment or growth in the next 2 years We can keep you informed, so you can entice customers backor attract new customers

  13. Museums & Galleries

  14. Scottish National Portrait Gallery • £18m investment • Restore and open up historic building • Nearly 1000 portraits • Learning centre • Larger shop & café • Opens on St Andrew’s Day • Free entry

  15. National Museum of Scotland • £46 million investment: • 8000 objects • 16 galleries • Opens summer 2011 • Free entry • Restore and open up historic building • Learning centre • New street level hall; new shops & cafes

  16. Royal Edinburgh Military Tattoo • better views • more comfortable • better disabledaccess • 5-27 August 2011 • 3-4 weeks to build / take down • more events during year

  17. Edinburgh Festivals • 12 year-round festivals • 2,500 different events

  18. What can we do for you? • 94% very / interested in working with other businesses • 84% very / interested in developing new products or repackaging existing products • All marketing actively: how can your business benefit from this activity? • All gathering customer feedback – we may know your target customers…

  19. Could you work with us to... • Attract new and repeat customers – including at quieter times ? • Reach particular market segments • Improve your guests’ experience, or extend their stay and spend? • Generate referrals – both ways? • Develop packages, itineraries and apps • Develop a project suitable for support from the Tourism Innovation Fund?

  20. Get involved • Make web links • Re-tweet our news or email your contact lists • Display print at your venue • Attend ‘frontliners’ events and briefings • Plan fam trips • Talk to us about offers and packages • Sponsor us, or join as a member

  21. Business Opportunities Guide • Facts & figures • Target markets • Ideas for working with individual members • Named contacts • Available for download at www.etag.org.uk

  22. Sample Guide Entry

  23. GSOH and… • Be interested •Be straightforward • Be committed •Be honest • Be ambitious •Be open-minded • Want to do a fantastic job •Be enthusiastic • Be on time •Be prepared to take risks • Be friendly •Have a sense of humour • Be generous •Be supportive • Be polite •Be organised • Enjoy the process •Be receptive • Be genuine •Listen and respond • Be brave •Stand up for what’s right • Be prepared for change •Offer you a cup of tea! • Be appreciative

  24. GSOH and… • Be interested •Be straightforward • Be committed •Be honest • Be ambitious •Be open-minded • Want to do a fantastic job •Be enthusiastic • Be on time •Be prepared to take risks • Be friendly •Have a sense of humour • Be generous •Be supportive • Be polite •Be organised • Enjoy the process •Be receptive • Be genuine •Listen and respond • Be brave •Stand up for what’s right • Be prepared for change •Offer you a cup of tea! • Be appreciative

  25. Questions / thoughts?

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