bc north peace region experiential travel workshop_12sep13_print version.key
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12September2013TheNorthPeaceRegionofBritishColumbia
Experiential Travel: IncreasedOpportunities for Visitors
Facilitated by:Nancy Arsenault, Managing Partner
Tourism Cafe Canada
(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
About your Workshop Host
NancyArsenault
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(c) Nancy Arsenault, Tourism Cafe 2013
So Why Are We All Here?
1. Grow yourtourism
potential
By understanding how experiential travel can benefit businesses
(c) Nancy Arsenault, Tourism Cafe 2013
Collaborate to Compete
2. Discover how
focusing on keyvisitor experiencescan generate new
value.
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(c) Nancy Arsenault, Tourism Cafe 2013
Think like a traveller
3. Understandwho are
Canadas bestguests
Need 3 images: RV, outfitter, biz dude
(c) Nancy Arsenault, Tourism Cafe 2013
My Goal
To kick start your thinkingon making the shift to
experiential travel!
Validate whats is happening
Stimulate new ways of thinking
Demonstrate that collaborating to compete works
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(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
Nancys Five BasicPrinciples
... to succeed in theexperience economy
(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
Nancys Five Basic Principles!
#1: Think like a Traveller
#3: Dare to be different
#4: Engage, engage, engage
#5:
#2: Make the shift from
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Theres a customer revolution going on!
What if your visitors wanted a unique experience?
And all you offered was
same ol
How will visitors respond?
Will they come? Come back?
Tell their friends?
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What if you dont change?
(c) 20th Century Fox: Parental Guidance. 2012.
The Experience Factor New visitor value
New business opportunity
A destination opportunity
Host and community pride
A paradigm shift
A response to growing demand
The customerexperience... the nextcompetitive
battle ground& new
currency.
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Seeing the sights is no longer enough.
Experiential travellers want to venture beyond thebeaten tourist paths and dive deeper into authentic,
local culture, connect with people in deep andmeaningful ways, and fulfill a desire to give back.
More than ever people are travelling their passions.
Joe Diaz, Afar Magazine
Signing Boat Guide Cowboy PoetryAtl-Atl Throwers 1st Female Cod Fisher
Todd Wight, General Manager, Oceanview Hotel
Rocky Harbour, NLLocated in Gros Morne National Park
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How we spend our money ischanging. In the new experience
economy, we pay to dothings, not have
things.
We now pay for experiences
(c) Joe Pine & James Gilmore 1999
The best things in life are not things.
www.tourismcafe.org
ouldja ?
Couldja ?W
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Attractions: If you could, would you
Have the courage to lead program innovation against the norm?
Create ways to connect with niche traveller types?
Charge $200 CDN for a 3-hour experience for 4 people?
Help generate revenues for community partners?
Get LOTS of free media coverage
The Halifax Citadel National Historic Site of Canada
Soldier for a Day
understood dierent people are
willing to pay for dierentexperiences
http://www.pc.gc.ca/lhn-nhs/ns/halifax/visit/visit9/
visit9d.aspx
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Hotels: If you could, would you
Invest in your local community as a visitor market?
Enjoy a permission database of 12,000 in your own city to inviteregularly to your hotel?
Excite people in your own community to spend $$$ and chooseto stay over night?
Develop brand aligned partners to deliver experiences to coremarkets?
The Fairmont Empress, Victoria Br itish Columbia
Friends of the Empress Program
... reached an entire new marketthat now enhances other
markets
http://www.friendsoftheempress.ca/
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Restaurants: If you could, would you
Risk increasing your HR costs to reduce your wait sta toguess ratio?
Make your chef accessible to customers?
Focus on building food memories over serving food?
Drive business to 60 food vendors?
Edible Canada, Vancouver British Columbia
www.ediblecanada.com
Edible CanadaVancouver, BC
http://www.ediblecanada.com/tours.php/
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Edible Canada
Connecting with what people really
want - the chef & conversation!
From:
Traditional dining
To:
Personalized market tours
Kayaking with a Chef
Market PricePremium Price
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Commodities
Services
Goods
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Market PricePremium Price
No to Low
Differentiation,
Emotion, &
Engagement
Food ingredients
(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Market PricePremium Price
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Granville Island
Chefs Market Tour
(Experience)
Food ingredients
(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
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Market PricePremium Price
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Granville Island
Chefs Market Tour
(Experience)
Food ingredients
(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
Low Volume
High Yield
High Volume
Low Yield
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Chefs Gourmet
Kayaking
(Experience)
Vegetables: $1 to $3/kg
Olive Oil: $12 to $100
Served Meals: $12 to $23.00+/per person
Commodity:
Goods:
Services:
Off-site CulinaryAdventures:
Chefs Market Tour: $35/pp (2- 8 pax)
Chef s China Town Tours: $40 - 60/pp (2-8 pax)Guest Chef Market Dinner: $100/pp (14 - 24 pax)Gourmet Kayaking Weekends: $750/pp (8 - 12 pax)
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Market Price Premium Price
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Raisin
gthe
Baro
nEngagem
ent,Pe
rsonaliza
tion,
Conne
ctions
andValue
ROI
ROI&
ROE
Sales, Brand Strength &
Advocacy
Each of these represent asuccess story.
What do they havein common?
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They Use Experiences to Compete on Value
Value is the immunization factor. When there is no difference in value
people buy on price alone. Competing on value allows you to create a
be different strategy that your competitors will have difficulty copying.
Roy Osing. (2009). Be Different or be Dead
Credit: Inniskillin The CN Tower:Photo Credit: CTC
They CHOOSE to Raise the Bar on:
Engagement
Personalization
Connections
Value ... for travellers
PartnershipsCollaboration
Shared revenue
Competitive positioning
New business
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(c) Tourism Cafe Canada & Ear th Rhythms (2013)
Competitive positioning (Differentiation)
Perceived value of your brand
Customization and personalization
Customer relevance (Greater the relevance, the higher
the price point)
Charge for the Story,the People,
the Engagement
Text
People/Programs
Activities
Infrastructure
Experiential Travel
Engages visitors in a series of authentic,memorable travel activities, revealed over time,that engage the senses, are inherently personaland makes connections on a physical, emotional,spiritual, intellectual or social level.
Photo Credit: Celes DavarPhoto Credit: GMIST
Source: Nancy Arsenault (2004). Packaging Experiences - A CTC Publication
Photo Credit: Experience PEI
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Why invest?
Competitive &differentiating advantage
Shift the selling price
Attract new markets
Layer new opportunities
Build communities
Showcase hidden gems
Attract higher yield customers
Non-traditional partnerships
New uses of infrastructure
New, non-traditionalpartnerships ... If you dont someone else will!
So who is your customer?
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EXPLORER TYPES
Free
Spirit
CulturalExplorer
Authentic
Experiencer
PersonalHistory
Explorer
Cultural
History Buff
Rejuvenator
Gentle
Explorer
No Hassle
Traveller
Virtual
Traveller
EXPLORER TYPES
Free
Spirit
Cultural
Explorer
Authentic
Experiencer
Personal
History
Explorer
Cultural
History Buff
Rejuvenator
GentleExplorer
No Hassle
Traveller
Virtual
Traveller
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Gentle Explorer
Personal History Explorer
Free Spirit
Authentic Experiencer
No Hassle Traveller
Cultural Explorer
Virtual Traveler
Cultural History Buff
Rejevenators
Jody H., Cathryn, Jocelyn, Karen T., Nicole
Victoria, Brandy, Nancy, Judy
April, Samantha, Ann, Jody G, Sandy, Paola, Eliza,Karen MB, Kelly, Elinor, Russel
Darren
Your EQ Types with Canada
Mike
Jennifer, Heather, Brenda
Many be different than your
ideal guests!
Guess What?
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to the
experienceeconomy
YourCompany
YourCityDMO
YourRegionalDMO
YourProvincialDMO
TheCTC
TheCustomer!
TheCustomer!
Making theShift
Meet the Neighbours Experience Route
... weaving the Cultural Explorer visitor type and thestory in the South Peace Region to create a new
visitor experience and invitation to discover and stay.
Need a good picture or
two of guest/people Same
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Experience
Routes
aligned to
CTCEQ
Cultural
Explorer
Meet the Neighbours
What its about
Why we developed it
Steps we took to engaging the businesscommunity
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To our businesses
To the region
Most importantly, to the traveller
Unanticipated benefits!
How We Changed as wellwith our Visitor Centre!
Infrastructure ActivitiesPrograms &
People
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Travel is not just about
where
you've been anymore -
Place & Infrastructure
Fortress of Louisbourg, NS
andwhat you did
while you were there,
Activities
Ocean Quest, NL
DIG IT LAS VEGAS
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its about how you feel, the
people you met and the
memoriesyou took home.
Sewell Valley Game Farm, BC
Programs &
People
A Creative Shift: Whats the difference between:
A festival in a community and
A community festival?
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Welcome to Norris Point Newfoundland
Shirley had a dream!
Build a 10-day pre-tourism season festival in a
Try to grow the spring season to help all businesses
Engage businesses & partners 1 at a time
Trails, Tales & Tunes: Norris Point Newfoundland
Population: 785
Welcome to Norris Point Newfoundland
Population: 785
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72 km from Deer Lake,Approx 1 hr drive
Well off the beaten track
700 km fromSt. JohnsApprox 7.5hour drive
Trails
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Tales
Tunes Performance Venues
14 FestivalVenues!
The Gas Bar
Catstop
The street
Julia Ann Walsh Heritage CentreAnglican Church
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toWE... my business
... my guests
... our region
... our visitors
... our people, places & passions
They made a major shift
and its paid obig-time!
Benefits ... to name a few
True community festival, 14 venues
10 day event, 7 years and going strong
Extended shoulder season for all 3 communities by 2 weeks,
Driving new business opportunities
Something for everyone & want to there
Sponsors, donations (private & public) and fees
Key players participated/featured in training
Community pride
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Market Price Premium Price
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Low
Volume
High Yield
High
Volume
Low Yield
Competitive
Position
Pricing &
Profits
Trails, Tales and Tuneshttp://www.trailstalestunes.ca
(Commodities)
Trails, Storytellers & Musicians
(Activity/Service)
Musicians Showcase
Community Catalyst
(Goods)
WALKING & MUSICAL
EXPERIENCES
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Louisbourg, Nova Scotia
430 km fromHalifax, approx 5
hour drive
www.tourismcafe.org
Fortress ofLouisbourg
National HistoricSite
Point of ViewSuites & the
Beggars Banquet
TheLobsterKettle
LouisbourgSeafoods
&Mira BaySeafoods
LouisbourgTheatre
TOGETHER THE EXPERIENCE IS BETTER
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(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
Fortress ofLouisbourg
National HistoricSite
Time Travel
Life in an 18th Century Fortress
(c) Dr. Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe .org
Point of ViewSuites & the
Beggars Banquet
TOGETHER IS BETTER
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(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
$39.95/pp
(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
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www.tourismcafe.org
4 to 96!
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www.thisfish.info
www.thisfish.info
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www.thisfish.info
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(c) Nancy Arsenault, Tourism Cafe 2013 www.tourismcafe.org
LouisbourgTheatre
Walk Among Us
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Theres a lot ofcharacters on
the trail!
Meet Alice Rogers(aka. Nora Roberts cira 2013)
She shares her story
of traveling to Delburne
alone
in 1913, and becomingthe communitys AGT
telephone
operator, or Hello Girl.
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Instills Community Pride!
A chance to share share with others whowe are and our 100+ year history ofwhere we came from.
Dessert Theatre is more than an evening of entertainment, it is the preservation and
promotion of Albertas early history and heritage, a time when the west was being
discovered and Canada was still being formed.
www.tourismcafe.org
Historic Attraction
Hotel
Restaurant
Oil & GasCompany
Theatre/Performing Arts
WHAT IF?
Your Story/
Theme
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Consider how to layer on new
opportunities
that drive new revenues, markets,and partnerships.
Lets Go Outside!
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Think of your business& region as a stage
For staging
experiences
... and engaging audiences
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(c) Tourism Cafe Canada & Ear th Rhythms (2012).
Everyone has a story to tell!
People
Business
Destinations
Regions
Province
Canada
Archeologist - Tyler BRUCE
Cowboy Poetry, SK
Retired School Teacher,Norris Point NL
Historian, QC
Every community has a
unique storiesand
authentic storytellers
... that are yours
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But HOW you tell it canevoke a completely dierent
customer experience
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RESULTS: THE 2007 ROYAL BC TITANIC MUSEUM
451,120 visitors, 1/3 said this was the reason to visitVictoria
$30M economic impact Fabulous exhibit but the passenger manifest and the
ticket were the ticket, to a terrific guest experience.
I received my boarding pass and entered I saw, I sampled,I tried on, I touched, then Discovered my fate on April
15th, 1912.
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How did we want to experiencethe story?
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The Pump House
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(c) Tourism Cafe Canada & Ear th Rhythms (2012).
Stories can be powerful, compelling,
exciting, informative, educational,personal, and memorable.
Whatstoriesare atthe heart of your visitor
experience?
Are you using themto create a competitive advantage?
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(c) Tourism Cafe Canada & Ear th Rhythms (2012).
Why Stories Work
Trigger emotion and intrigue
Engage people, bring understanding
Have a theme, plot, characters, action
They can evolve, have chapters-episodes
Storytelling is a natural human impulse
When meaningful, they are memorable
The NaturalResources &
Industry Story
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The Alaska
Highway Story
The Guiding andOutfitting Story
http://fehrgameoutfitters.com
http://go2mk.ca/expedition
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Why Make the Shift
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Business Benefits from
Experiential Travel
Attracts new & repeat visitors
Extends the length of stayIncreased revenues, new revenue streams
Introduces high yield products
New partnership possibilities
Extends the season
Increases free media & word of mouth
New partnership possibilities
Destination Benefits from
Experiential Travel
Provides a new layer of choice and appeal
Encompasses a customer-centric approach
Connects more businesses to tourism
Dierentiates communities & like businesses
Creates pride in destination, place and people
Celebrates what is authentically, uniquely yours
Attracts media and leverages marketing dollars
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Ingredients for Success
Truly put the customer at the
heart of the tourism industryInvest in people & community
Discover and polish hidden gems
Dierentiate on value
Align with others to build critical mass/
reputation
Ingredients forSuccess
Collaborate to Complete -
shift from ME to WE
Celebrate what is uniquely yours & share with
guests
Appreciate every community/business has
something to contribute - if they wish.
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ValueCreation
Infrastructure
Activities
Programs &
People
What if every new tourism projectbuilt in all the elements?
Solo or
partnered?
Thanks!
Contact Info:
www.tourismcafe.org (website)
www.tourismcafe.ca (blog)
Tel: 250.391.6077
facebook.com/tourismcafe
The experience gal