BC North Peace Region Experiential Travel Workshop_12Sep13_print Version.key

7/29/2019 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


Collaborate to Compete

2. Discover how

focusing on keyvisitor experiencescan generate new

value.


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Think like a traveller

3. Understandwho are

Canadas bestguests

Need 3 images: RV, outfitter, biz dude


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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Nancys Five BasicPrinciples

... to succeed in theexperience economy


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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No to Low

Differentiation,

Emotion, &

Engagement

Food ingredients

(Commodities)

Restaurant Dining

(Service)

Culinary Artisan Store

(Goods)

Competitive

Position

Pricing &

Profits



Greater

Differentiation,

Emotion, &

Engagement

No to Low

Differentiation,

Emotion, &

Engagement

Granville Island

Chefs Market Tour

(Experience)

Food ingredients

(Commodities)

Restaurant Dining

(Service)


(Goods)

Competitive

Position

Pricing &

Profits



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Greater

Differentiation,

Emotion, &

Engagement

No to Low

Differentiation,

Emotion, &

Engagement

Granville Island

Chefs Market Tour

(Experience)

Food ingredients

(Commodities)

Restaurant Dining

(Service)


(Goods)

Low Volume

High Yield

High Volume

Low Yield

Competitive

Position

Pricing &

Profits


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


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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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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$39.95/pp



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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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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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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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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)

[email protected]

Tel: 250.391.6077

facebook.com/tourismcafe

The experience gal

BC North Peace Region Experiential Travel Workshop_12Sep13_print Version.key

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