Shaping the Vis isit itor Experience TMI Convention 31 st October 2017 Simon Curtis, University of Westminster Michele Grant, Blue Sail Becky Frall, West Midlands Growth Company
What is “The Visitor Experience”?
• A holiday on England’s waterways
• L i f e a b o a r d a n a r r o w b o a t
• England’s cities: Birmingham • Enjoy the activity of the city from your very own cosy waterside accommodation. • The luxury of everything you need to hand. • And the wonderful world of engaging art exhibitions, vivid concerts, moving theatre, relaxing brunch, larger- than-life street art, city walking tours, gin tasting or a guided museum experience.
• England’s countryside • The slow bubbling of water beneath the bow • The speeding kingfisher low and iridescent against the water • Highlights of flowers and insects in focus • Long views over rolling hills, grand oaks and majestic buzzards
• England’s heritage • Shakespeare’s England – his homes, his inspiration • The medieval castle to explore at Warwick • Beautiful gardens, planted and loved by talented horticulturalists • Stately homes and stories of lives and families
• The outdoors • Canal towpaths offer wonderful routes for cycling and walking
DEVELOPING EXPERIENCES – IRELAND’S ANCIENT EAST
“5,000 years of history, in lush green landscapes, with stories told by the best storytellers in the world ” 26
Matching Product and Motivations What we have What The Visitor Wants 5,000 Years History Authentic, Storytellers Old and Very Old Castles , Great Houses Human Story Tombs, Monasteries, Lots to See and Do Immersive Experiences Easy Meet Real Lush Landscapes People Walks, Boat Trips Fun 5,000 years of Living Culture European history in a Learn Do Great Stories lush green landscape Gardens with stories told by Festivals the best story tellers in the world
Stories at t th the heart of f th the experience
anecdotes anecdotes anecdotes anecdotes anecdotes Short stories Short stories anecdotes anecdotes anecdotes Short stories Short stories Short stories anecdotes hero products hero products anecdotes anecdotes hero products anecdotes hero products signature experiences Short stories signature experiences signature experiences overarching story
IRELAND’S MYSTICAL WATERWAY HIGH KINGS & HEROES CASTLES & CONQUESTS TALE OF TWO WORLDS MARITIME GATEWAY SACRED ANCIENT VIKINGS
A Tale of Two Worlds – Visitor Experience Development Plan
Gardens Industry identified new festivals, packaging & incentives opportunities, and new relationships with international specialists Local authorities and In house experiences Stakeholder Group sessions Leader Industry identified ‘downstairs’ and food & drink experiences, Identified what’s needed To agree activity and projects and how to deliver Visitor incentive business Centric Infrastructure and opportunities Community Experience Clusters – New Ross and Wicklow Industry and local authorities identified projects to secure more bednights, linking stories, incentive s/packaging
email michele.grant@bluesail.com web bluesail.com blog blog.bluesail.com tweet @bluesailviews
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