Demand Generator Workshop Grey County Tourism Action Plan 2009 Demand Generator Workshop Owen Sound March, 2010 The Resource Management Consulting Group www.rmcg.ca

Today... Input to Tourism Destination Development Action Plan Focus on Matching Grey County’s Tourism Products and Markets Start with your input to Grey County’s tourism brand Two Discussions Grey County Demand Generators Product Market Match Wrap up 5/23/2018

Welcome Introduce yourself Grey County as a tourism destination Name Organization Tourism role Grey County as a tourism destination What makes it a great place for visitors? What’s not so great 5/23/2018

Matching Products and Markets Grey’s Demand Generators & Products Match Our Visitors Tourism Trends Destination Development & Marketing Actions 5/23/2018

Demand Generator …the main reason that prompts someone to travel and visit a community, away from their home area.” [1] From the visitor’s perspective... Primary motivator Memorable Reason to leave home 1] “Understanding Tourism Demand Generators – A Handbook and Tools for Tourism Industry Leaders in Ontario”, Ontario Ministry of Tourism Investment and Development Office, 2006 5/23/2018

From our perspective.... Demand Generator = Core Attractor Travelling Diversions Demand generators can… Draw visitors in one season or many seasons Be one product or a combination of products Attract mass markets or niche markets Supporting Demand Generator Demand generators can be… Any aspect of nature/history/culture or Part of the build landscape retail/ hotels, restaurants/theatres, etc. Anything that motivates large numbers of people to come to a place Attractions Experiences

Destinations have > 1 DG.... Travelling Demand Generator 2 Supporting Diversions Attractions 1 ...it can get complicated, especially for visitors

Using Demand Generators Identifying Grey’s key demand generators will help... Manage Grey as a tourism destination Build successful partnerships Strengthen existing products Identify new product opportunities Understand infrastructure needs Focus marketing activities Demand generators can… Draw visitors in one season or many seasons Be one product or a combination of products Attract mass markets or niche markets Demand generators can be… Any aspect of nature/history/culture or Part of the build landscape retail/ hotels, restaurants/theatres, etc. Anything that motivates large numbers of people to come to a place 5/23/2018

2008 Demand Generator Workshop Outcome 5 Groups X Top 5 Demand Generators Blue Mountain Bruce Trail Waterfall Tour Ride Grey Bruce Festivals/Events Summerfolk Festival Salmon Spectacular Holstein Rodeo Elvis Festival Search for the key seasonal demand generators Why? Market? Growing? Competition? Unique? And some more... Golf Fall Colour Apples Cycling Local food Art & culture A demand generator can be one product or a combination of products A successful destination has at least one, but no more than 4 demand generators 5/23/2018

Product Market Match Tourism Trends Match Our Visitors Destination Development & Marketing Actions Grey’s Demand Generators & Products 5/23/2018

Our visitors come for the outdoors 5/23/2018

There is no place like Grey County!! The diversity of the land, rivers winding everywhere, the Bruce Trail and the beauty of the escarpment. I love the heritage of the area mixed in with all that nature has to offer. It's a great place to explore all that the small communities have to offer and find those hidden gems Experiencing Nature Hiking Scenic viewpoints Waterfalls Beaches Swimming Skiing Golfing Plus... Festivals & Events Local foods Shopping E Beautiful scenery, friendly people, love the local markets & beaches, everything I need The gorgeous countryside, the myriad of things to do, family and great restaurants with local food to stop at along the way We are so close to so much hiking and water that there is never a time that there is nothing to do or see. Grey county is special because of the people that live there. They are always inviting and friendly, polite, helpful and welcome you with a smile. 5/23/2018 12

Current and upcoming tourism trends? 5/23/2018

Product Market Match Grey’s Demand Generators & Products Match Blue Mountain Bruce Trail Waterfall Tour Ride Grey Bruce Festivals/Events Summerfolk Festival Salmon Spectacular Holstein Rodeo Elvis Festival Golf Fall Colour Apples Cycling Local food Art & culture Key Products Blue Key Demand Generators Grey’s Demand Generators & Products Match Our Visitors Tourism Trends Experiencing Nature Hiking Scenic viewpoints Waterfalls Beaches Swimming Skiing Golfing Plus... Festivals & Events Local foods Shopping Physically active Local & slow food Active retirees Sophisticated consumers Staycations New Canadians Highly wired Getaways Destination Development & Marketing Actions 5/23/2018

Product Market Match Actions Your Demand Generator Maps Locate top visitor experiences - words or pics Key tourism trends (relevant to your Demand Generators) Revisit your Demand Generators Any changes? Catchy names ________________ What can Grey do to strengthen DGs? Fine-tuning existing products? Developing new products? Marketing?

Thank You! 16