Dr Jean-Michel TOBELEM Bergamo, 2016 Jean-Michel Tobelem - 2016 - PowerPoint PPT Presentation

HERITAGE / MUSEUM MANAGEMENT 1 Dr Jean-Michel TOBELEM Bergamo, 2016 Jean-Michel Tobelem - 2016

Bergamo destination 2 Jean-Michel Tobelem - 2016

Bergamo City Break Destination 3 The market  Supply: historical buildings, medieval town, typical food, local products, landscape/nature, accessibility (airports), museums…  Competition: Milano, Venice, Verona, Mantova, Pavia, Ferrara, Brescia…  Demand: Germany, France, Spain, England, Russia… + Italy Jean-Michel Tobelem - 2016

Bergamo SWOT analysis 4 Jean-Michel Tobelem - 2016

The Bergamo Case 5 Strengths Weaknesses Airport / low cost Promotion / brand Location (Milano, Brescia) Activities for kids and teenagers Heritage - Cultural sites (Lack of events) Alta Citta / funicular Nightlife (importance of the Church?) (Shopping Centre) Transportation (bus) Food, wine Management Mountains, lakes, ski… Hotels (number and quality) Local markets Prices (food, etc.) Car parks, road signs (Toilets) Jean-Michel Tobelem - 2013

The Bergamo Case 6 Threats Opportunities Competition Festivals with local art figures Quality-price ratio Creative tourism (Italian courses) Weather Marketing strategies Dependence / airports Environment, rural tourism Donizetti Lotto Arlequino (carnival) Night tours Jean-Michel Tobelem - 2013

Bergamo City Break Destination 7 The strategy  Segmentation (age, income, education , country, lifestyle…)  Main targets / core markets: 3 main targets  Positioning: “All Italy in a easily accessible place close to nature”? Jean-Michel Tobelem - 2016

Bergamo City Break Destination 8 The action plan  Product  Price  Place  Promotion Jean-Michel Tobelem - 2016

Bergamo City Break Destination 9 The organization  Governance  Budget  Human resources  Key performance indicators Jean-Michel Tobelem - 2016

Target Group # 1 10 Cultural tourists Profile:  Size:  Value:  Positioning of the destination: a rich heritage in a smaller city close to Milano  and nature (Alps, lakes, countryside); quality of local products and gastronomy USP: in the footsteps of Lotto, Donizetti… and Arlecchino!  Main offers: several museums, churches, historical places, artistic activities  (exhibitions, concerts…) + Lotto wooden panels Distribution  Promotion  Jean-Michel Tobelem - 2016

Suggestions 11 Day 1 Day 2 Day 3 Day 4 Visit of the old city Academia Either Donizetti Crespi D’Adda Church in plazza Carrara Museum, or industrial site Morning Vecchia Moroni Palace, or Gamec, or Colleoni Chapel Mimmo restaurant Caprese Colleoni Restaurant in restaurant restaurant town Lunch (downtown) Tower on plazza Shopping in the Parco Dei Colli Stroll along the Vecchia old city San Viglio Castle river Afternoon Botanical Garden Dinner Circolino restaurant Sant’Ambroeus San Viglio area Downtown restaurant restaurant Evening Ice cream Marianna Social Theater ? Donizetti Theater Jean-Michel Tobelem - 2016

Target Group # 2 12 Families Profile:  Size  Value  Positioning of the destination: small town with a medieval atmosphere, close to  nature, ideal for family with kids USP: funicular… + the National Arleccino Center?  Main offers: parks, botanical garden, science center, museum of Natural history,  tower, countryside… Distribution  Promotion  Jean-Michel Tobelem - 2016

Suggestions 13 Day 1 Day 2 Day 3 Day 4 Visit of the old city Academia Either Natural Leolandia Park, Church in plazza Carrara History Museum, or Cornelle zoo Morning Vecchia (workshop and or Gamec activities for kids) Mimmo restaurant Caprese Fornaio Restaurant restaurant restaurant inside Lunch (downtown) Tower on plazza Shopping in the Parco Dei Colli Iseo lake Vecchia old city San Viglio Castle Afternoon Botanical Garden Dinner Circolino restaurant Plazza Vecchia San Viglio area Downtown area restaurant restaurant restaurant Evening Ice cream Marianna ? Ice cream Safara ? Jean-Michel Tobelem - 2016

Target Group # 3 14 Students Profile:  Size  Value  Positioning of the destination: ideal middle-size art city, with many  possibilities of excursions, close to Milano USP: low-cost airport, important university  Distribution  Promotion  Jean-Michel Tobelem - 2016

Suggestions 15 Day 1 Day 2 Day 3 Day 4 Visit of the old city Academia Gamec Spa + tours (San Church in plazza Carrara Pellegrino Terme) Morning Vecchia Lunch Polentone Downtown Fornaio Cafeteria (polenta) restaurant restaurant Tower on plazza Iseo lake Parco Dei Colli Tour of the city Vecchia San Viglio Castle Afternoon Botanical Garden Dinner Circolino Aperitivo San Viglio area Downtown restaurant pizzeria restaurant Evening Donizetti Theater Social Theater Ice cream Safara Jamaica club Jean-Michel Tobelem - 2016

Jean-Michel TOBELEM , PhD 16 Consultant & Researcher option.culture@wanadoo.fr www.option-culture.com Jean-Michel Tobelem - 2016

Further readings 17 17 Jean-Michel Tobelem - 2016