PMF 2013 | Göteborg & Co, l’excellence d’un modèle partagé de gouvernance et de management...
-
Upload
chaire-attractivite-et-nouveau-marketing-territorial -
Category
Documents
-
view
229 -
download
1
description
Transcript of PMF 2013 | Göteborg & Co, l’excellence d’un modèle partagé de gouvernance et de management...
Présentations du Place Marketing Forum 2013 14 & 15 Octobre Centre des Congrès Aix
The Excellence of a governance and destination management model
Part 1
Claes Bjerkne and Camilla Nyman Destination Development Göteborg
15/10/2013 Centre de Congrès d’Aix-‐en-‐Provence
DESTINATIONS ARE PLACES WHERE PEOPLE WANT TO BE.
THEY ARE SPECIAL PLACES!
THEY OCCUPY PEOPLE’S HEARTS AND MINDS.
DESTINATION DEVELOPMENT GÖTEBORG..
HOLISTIC VIEW.
Sustainable tourism development requires a holis4c view based on two perspec4ves:
How a des4na4on can be a9rac4ve for people to live, work, study, visit and invest in.
How sustainable des4na4on development generates posi4ve economic, cultural, social and environmental effects.
IN TH
E INTER
EST OF TH
E GO
THEN
BU
RG
PEOPLE.
Quality of life Growth Confidence Inspire young people Strengthen the brand Tourism revenue Tax revenues Creates new jobs Integration City renewal Wider selection of culture, entertainment and sports, restaurants, cafés, shopping facilities etc.
IN TH
E INTER
EST OF LO
CA
L PEOPLE.
Growth Confidence and pride Quality of life Strengthen the brand Tourism revenue Create new jobs Tax revenues Integration Inspire young people City renewal Wider selection of culture, entertainment and sports, restaurants, cafés, shopping facilities etc.
COOPERATION.
TOURISM PARTNERS
PUBLIC PARTNERS
CONSTRUCTION & REAL ESTATE COMPANIES
MAJOR SWEDISH COMPANIES
BANKING & INSURANCE COMPANIES
TEAM GÖTEBORG
VISION GÖTEBORG.
VISION
.
Göteborg shall be a first choice among cities in Europe by being:
VISION
.
One of Europe’s most humane and attractive city regions to live, work, study, invest in and to visit.
MAIN STRATEGIES.
STRATEG
IES.
Cooperation
Active involvement
Quality products & holistic solutions
BUSINESS MISSION.
Göteborg & Co shall, in an international comparison, be a leading platform for cooperation on destination development.
BU
SINESS PLA
NS.
10 – 15 years Long term vision program
3 years Mid term business plan
Annual Short term action plan
OPERATIONAL GOALS.
OPER
ATION
AL G
OA
LS. 2014 – 4.000.000
1991 – 1.500.000
Hotel guest nights
2006 – 3.000.000
2014 – € 3 billion
2006 – € 2,5 billion
Tourist turnover
OPER
ATION
AL G
OA
LS.
1991 – € 1 billion
2014 – 20.000 (28.000)
2006 – 17.000 (24.000)
Number of people full year employed
OPER
ATION
AL G
OA
LS.
1991 – 8.000 (11.000)
BALANCED SCORECARD.
BALA
NCED
SCORECA
RD.
The Balanced Scorecard divided into five perspec=ves:
1. Des=na=on perspec=ve:
• Economic
• Social
• Environmental
2. Owner-‐ and partners’ perspec=ve:
• Sa4sfac4on
• Economic
3. Visitors’ perspec=ve:
• Events
• Mee4ngs and conven4ons
• Business and leisure
4. The Gothenburg people’s perspec=ve:
• Sa4sfac4on
5. Employees’ perspec=ve
FOCUS AREAS.
FOC
US A
REA
S. The Product
The Brand
Accessibility
Organisa=on and Financing
PRO
DU
CT.
“The Product” consist of different sub categories, which need to be considered when developing sustainable des=na=ons.
City soul Architecture Events and event facili=es Mee=ngs and mee=ng facili=es Arts and art facili=es Food Accommoda=on Parks, gardens, seaside Universi=es in the city centre
A broad range of local culture, entertainment- and sports activities
A home game of football & ice hockey in the premier league. Performance of opera, shows, musicals, concerts,
guest appearance. Exhibitions at museums.
World Championships in figure skating 2008, European Championships in Handball,
Gothia Cup, Volvo Ocean Race, Göteborg City Festival, TUR-Fair, Göteborg Book Fair, IADR, The
Swedish Society of Medicine, Da Vinci Exhibition
European Athletics Championships 2006,
EU-summit meeting2001, World Championships
in Athletics 1995, European Championships
Football 1992
EVEN
T PYRAMID.
Göteborg Horse Show, Partille Cup, UEFA Champions League, The Göteborg Film Festival, U2, Metallica.
SPORTS EVENTS. European Championship (EC) in Football 1992 World Championship (WC) in Speedway 1992 WC in Handball 1993 WC in Table tennis 1993 WC in Ice skating 1994 WC in Athletics 1995 WC in Swimming 1997 Tall Ships’ Races 1997 World Gymnaestrada 1999 Gothia Cup Match Race WC in Ice Hockey 2002 Volvo Ocean Race 2002 EC in Shooting 2003 WC in Ice skating 2003 WC in Ice skating, Short track 2004 Volvo Ocean Race 2006 EC in athletics 2006 WC in Figure skating 2008 UEFA U21 Championship 2009 EC in Athletics, indoor 2013 EC in Football (Women) 2013
ANNUAL EVENTS. Göteborg Book Fair
Göteborg Film Festival
Göteborg Horse Show
Göteborg Half Marathon
Göteborg Jazz Festival
Göteborg Cultural Party
Göteborg Basket Cup
Gothia Cup
Partille Cup
Swedish Match Cup
Tjörn Runt
TUR (Tourism) – Fair
Göteborg Dance- and Theatre Festival
Christmas City Göteborg
Science Festival
World Youth Games in Athletics
Göteborg Hockey Cup
Way Out West
CONCERTS. Elton John Madonna Michael Jackson Rolling Stones Frank Sinatra Bruce Springsteen Rod Stewart Three Tenors Tina Turner George Michael Andrea Bocelli U2 David Bowie AC/DC Pink Floyd Metallica Paul McCartney Iron Maiden REM Robbie Williams Gyllene Tider Dolly Parton Justin Timberlake Bob Dylan
Meetings • EAS, Atherosclerosis 2011 • IATA, Flight scheduling 2011 • Heart Failure 2011 • FEBS, Biochemistry 2010 • EADV, Dermatology & Venereology 2010 • ECTRIMS, Multipel Sclerosis 2010 • EBMT, Blood & Marrow Transplantation 2009 • FEMS, Microbiology 2009 • WAS, Sexual Health 2009 • WAN, World Association of Newspapers 2008 • ESTRO, Radiology & Oncology 2008 • EAACI, Allergology 2007 • Swedish Medical Association • 1998, 2000, 02, 04, 06, 08, 10 • Swedish Dental Association 1999, 2002, 05, 07, 10 • EU Summit 2001
MEETING CITY.
CITY SO
UL.
Empathic, crea4ve, intellectual, dynamic
Everything within walking distance
Open & friendly people New challenging architecture
Tourism Mee4ngs Business Sport Events Culture Educa4on
Open Warm Friendly Ac4ve Welcoming Vibrant
Empathy
Innova4ve
Closeness
Great variety
Diversity of accessible experiences
in a welcoming atmosphere
BRAND PLATFO
RM.
Premium accessibility
Diverse city a9rac4ons
Ny bild från hemkomsten.
THE B
RA
ND
.
Brand TH
E BR
AN
D.
ACCESSIBILITY.
AC
CESSIB
ILITY.
2011 ~ 80
2011 ~ 40
Direct flights to Gothenburg
Low Cost Airlines
ORGANISATION & FINANCE.
MARKET
Mee=ngs Tourism Events Business group
Research sta=s=cs
Visitor service
Market communica=on
Media centre
Finance, law, administra=on
CEO
Board
ECO
NO
MY 2009.
The City 80 000 000
Partners 85 000 000
Products 85 000 000
Turnover 250 000 000 SEK
(~ 30 million €)
KEY SUCCESS FACTORS.
KEY SUCESS FACTORS. People - Companies - Entrepreneurship
Strong political commitment
Long term financial support from national (governmental) and regional level
Private Public Partnership
Holistic perspective
Visions
Goals & Strategies
Distinctive Leadership
Professional Organisation
Courage
Continuity
THANK YOU!
www.bjerkne.com