Slide 1

Edinburgh Capital Group Delivering Visitor Experiences ETAG Conference 2011 Slide 2 3D Loch Ness Experience - Camera Obscura & World of Illusions - Dalmeny House - Deep Sea World - Dovecot Studios - EAE - Edinburgh Bus Tours - Edinburgh Butterfly & Insect World - Edinburgh International Festival - Edinburgh International Science Festival - Edinburgh Museums (City of Edinburgh Council) - Edinburgh Zoo (RZSS) - Richard Findlay - Haggis Adventures - Highland Experience Tours - Highland Explorer Tours - Historic Scotland: Edinburgh Castle - The Hub - Brian Leishman - Mercat Tours - Museum on the Mound - Musselburgh Racecourse - National Galleries of Scotland - National Museums Scotland - Our Dynamic Earth - Rabbie's Trail Burners - Real Mary Kings Close - Royal Botanic Garden Edinburgh - Palace of Holyroodhouse - Royal Highland Show Scotland s People Family History Centre - Scottish Mining Museum - Scottish Seabird Centre - The Edinburgh Dungeon - The Edinburgh Playhouse - The National Trust for Scotland - The Royal Edinburgh Military Tattoo - The Royal Yacht Britannia - The Scotch Whisky Experience - Scottish Parliament - David Todd - VisitScotland Slide 3 Who are we? Edinburgh Capital Group the original collaborative tourism group (est. 1980) Mainly visitor attractions (64%) plus tour companies, theatres, and major events and festivals Slide 4 Slide 5 Slide 6 Who are we? Edinburgh Capital Group the original collaborative tourism group (est. 1980) Mainly visitor attractions (64%) plus tour companies and major events Most representatives work in marketing All delivering visitor experiences - things to see and do in and around Edinburgh www.edinburghcapitalgroup.co.uk Slide 7 What do we want? Informal networking forum Sector voice? New routes to market? Additional business Slide 8 What does this mean for you? New markets Repeat visits Extended stays Increased spend More shoulder and off-peak business Slide 9 WLTM Slide 10 Slide 11 Our collective impact.... From our Members Survey (Nov 2010) Over 150 million annual turnover Nearly 2,750 jobs 1,752 full-time (64%) 378 part-time 616 casual/ seasonal More than 5m in rateable value Over 4.5m in marketing spend Slide 12 Our collective impact.... From our Members Survey (Nov 2010) Over 8.5m visits including some multiple visits From the Edinburgh Visitors Survey 95% of visitors visited a visitor attraction as part of their visit Slide 13 Slide 14 What can we do for you? 94% routinely gather customer data and customer feedback Multiple marketing channels Slide 15 Slide 16 WLTM Slide 17 Always something new... 54% have plans for major investment or growth in the next 2 years We can keep you informed, so you can entice customers back or attract new customers Slide 18 Slide 19 Slide 20 Slide 21 Slide 22 Museums & Galleries Slide 23 Scottish National Portrait Gallery 18m investment Restore and open up historic building Nearly 1000 portraits Learning centre Larger shop & caf Opens on St Andrew s Day Free entry Slide 24 National Museum of Scotland 46 million investment: 8000 objects 16 galleries Opens summer 2011 Free entry Restore and open up historic building Learning centre New street level hall; new shops & cafes Slide 25 Royal Edinburgh Military Tattoo better views more comfortable better disabled access 5-27 August 2011 3-4 weeks to build / take down more events during year Slide 26 Edinburgh Festivals 12 year-round festivals 2,500 different events Slide 27 Visitors plus new and repeat visits economic impact visits, jobs, suppliers business tourism and corporate hospitality national profile and pride lifelong learning community cohesion, social inclusion creativity and well-being Slide 28 Slide 29 Slide 30 What can we do for you? 94% very / interested in working with other businesses 84% very / interested in developing new products or repackaging existing products All marketing actively: how can your business benefit from this activity? All gathering customer feedback we may know your target customers Slide 31 Could you work with us to... Attract new and repeat customers including at quieter times ? Reach particular market segments Improve your guests experience, or extend their stay and spend? Generate referrals both ways? Develop packages, itineraries and apps Develop a project suitable for support from the Tourism Innovation Fund? Slide 32 Get involved Make web links Re-tweet our news or email your contact lists Display print at your venue Attend frontliners events and briefings Plan fam trips Talk to us about offers and packages Sponsor us, or join as a member Slide 33 Business Opportunities Guide Facts & figures Target markets Ideas for working with individual members Named contacts Available for download at www.etag.org.uk Slide 34 Sample Guide Entry Slide 35 GSOH and Be interested Be straightforward Be committed Be honest Be ambitious Be open-minded Want to do a fantastic job Be enthusiastic Be on time Be prepared to take risks Be friendly Have a sense of humour Be generous Be supportive Be polite Be organised Enjoy the process Be receptive Be genuine Listen and respond Be brave Stand up for what s right Be prepared for change Offer you a cup of tea! Be appreciative Slide 36 Slide 37 GSOH and Be interested Be straightforward Be committed Be honest Be ambitious Be open-minded Want to do a fantastic job Be enthusiastic Be on time Be prepared to take risks Be friendly Have a sense of humour Be generous Be supportive Be polite Be organised Enjoy the process Be receptive Be genuine Listen and respond Be brave Stand up for what s right Be prepared for change Offer you a cup of tea! Be appreciative Slide 38 Slide 39 Questions / thoughts?