1. Roles & Responsibilities Workshop
Grey County Tourism Action Plan 2010
Roles & Responsibilities Workshop
South Grey
February 16, 2010
The Resource Management Consulting Group

2. Today... Input to Tourism Destination Development Action Plan
Focus on Roles & Responsibilities of South Grey organizations
Start with Paul... RTO 7
Then, introductions & your input to Grey County’s tourism brand
Followed by two group discussions of R&R
Destination Marketing – 3 groups, 3 topics
Destination Development – 3 groups, 3 topics
Wrap up... Next steps
10/8/2017

3. Roles & Responsibilities - Overview
Ontario
Product Development - IDO
Investment – IDO
Research – Tourism Branch
Signage – Tourism Branch
Marketing – OTMCP
New RTO Region 7
Leadership & Strategic Planning
Strategic Marketing
Strategic Partnership & Collaboration
Innovation & Product Development
Investment Attraction
Workforce Development & Skills Training
Grey County
Municipalities, Chambers, BIAs
10/8/2017

4. Welcome... About Your Roles
Introduce yourself
Name
Organization
Tourism role
Grey County as a tourism destination...
What makes it a great place for visitors?
What’s not so great...
10/8/2017

5. Roles & Responsibilities
How can Grey County best support tourism development and marketing?
So far...
stakeholder workshops
Who is doing what?
What needs to be done?
RMCG reviewed
Workshop outcomes
What Grey is currently doing
How that relates to what others are doing
The questions for today
Can we align areas of duplication?
How do we fill the gaps?
10/8/2017

6. Two Important Roles Destination Development Destination Marketing
Natural resources stewardship
Parking
Publications, brochures, websites
Visitor information centres
Strategic planning
Industry training and development
Market development programs
Municipal planning, infrastructure, transportation
Publicity & media strategy
Partnership development and collaboration
Market Research
Retain & attract investment
Direct marketing – /direct mail
Municipal/Provincial/Federal Relations
Advertising campaigns
Community beautification, revitalization
Attend tradeshows
Demand generators
Develop & enhance products/experiences
Market segmentation & advertising plan
Signage
Tracking & monitoring
10/8/2017

7. Looking at Our Destination Marketing Activities
Get ready to communicate with our visitors
Market research
Market segmentation & advertising plan
Publicity & media strategy
Prepare publications, brochures, web sites
Print ads, radio & television
All levels of government, DMOs, product/private MOs, chambers, events, attractions, accommodations
Communicate with our visitors
Advertising campaigns (individual and groups)
Attend Tradeshows (regional experiences)
Direct marketing – /direct mail
Visitor Information Centres
10/8/2017

8. How do they get info about us?
Looking From Our Visitors’ Perspectives
How do they get info about us?
Why are they here?
How do they get info?
Where can they get info?
Nature experiences
Camping
Hiking
Waterfall
Golfing
Skiing
Scenic viewpoint
Swimming
Plus...
Events
Attractions
Accommodation
Meals etc.
Been here before
Friends/family
Visitor centres
Visitor guides
Online/
Before they get here
(+85% of our visitors are from Ontario)
Regional DMOs & collaborations
While they’re here
Visitors + residents
Municipalities – Chambers – BIAs
Attractions – Accommodations – Festivals & Events
10/8/2017 8

9. How We Connect With Our Visitors
Organizations that distribute info about Grey
Attractions – Accommodations – Festivals & Events
Municipalities – Chambers – BIAs
15 Visitor Information Centres
Grey County
Grey Roots Museum
DMO
Saugeen Country TA
Georgian Triangle
Chambers
Blue Mountain Chamber
Meaford & District Chamber
Flesherton Chamber
Durham Chamber
Markdale Chamber
Municipal
City of Owen Sound
Town of Hanover
Business Associations
Village at Blue
Thornbury BIA
Owen Sound DIA
Neustadt BA
Private
OSTC
20+ Organizations’ Websites/pages
Regional DMOs and collaborations
Most of the VICs plus Grey Highlands, West Grey, The Blue Mountains, The Blue Mountains Chamber, Village of Clarksburg, Town of Meaford
Plus… attractions, events, accommodations, restaurants etc.
Print
Visitor guides, brochures, maps etc.
Social Media?
10/8/2017

10. Let’s Talk Destination Marketing
Group 1
Overall advertising & media strategy
Success & challenges of attracting media attention
How could we organize to increase media attention...
Role of Grey County Tourism in making this happen?
Getting Ready
Market Research
Market segmentation & advertising plan
→Advertising & media strategy
→Prepare publications, brochures, web sites
Print ads, radio & television
Group 2
Aligning our tourism websites/web pages
Top websites/website challenges
How could we better organize online info.? Social media?
Role of Grey County Tourism in making this happen?
Doing It!
Advertising campaigns
Attend tradeshows
Direct marketing – /direct mail
→Visitor Information Centres
Group 3
Aligning visitor information centres
Success & challenges faced by VICs
How could we better organize distribution of visitor info..
How could we improve visitor tracking...
Role of Grey County Tourism in making this happen?
10/8/2017

11. Looking at Our Destination Development Activities
Make the region appealing to visitors
Natural resources stewardship
Community beautification, revitalization
Municipal planning, infrastructure, transportation
Signage
Parking
All levels of government, CAs, BIAs, property owners, all operators
Georgian College, other trainers, all operators
Ensure excellent service quality
Industry training and development
Develop & Enhance Tourism Experiences
Strategic Planning
Demand Generators
Tracking & Monitoring
Develop & Enhance Products/Experiences
Retain and Attract Investment
Grey County, Saugeen Country ,GTTA, RTMP Municipalities, BIAs
Grey County, Saugeen Country, GTTA, RTMP
Facilitate Stakeholder Co-operation
Municipal/Provincial/Federal relations
Partnership development and collaboration
10/8/2017

12. Our Visitors’ Perspectives
They come for the outdoor experiences...
10/8/2017

13. Our Visitors’ Perspectives
10/8/2017

14. Our Visitors’ Perspectives
They are extremely satisfied with their experiences
N=607
N=636
How do they get info?
Been here before
Friends/family
Visitor centres
Visitor guides
Online/
10/8/2017

15. Let’s Talk Destination Development
Group 1
Make the region appealing to visitors
→Natural resources stewardship
Community beautification, revitalization
Municipal planning, infrastructure, transportation
Signage
Parking
Grey’s land & water essential to visitors’ experiences
What do you see as South Grey’s most import natural assets?
Any concerns from a tourism perspective?
What can be done to address these concerns? Grey County’s role?
Group 2
Ensure excellent service quality
Industry training and development
Consider the Waterfalls Tour as a tourism experience
What are its strengths as a product to attract/hold visitors in the region?
What are its weaknesses?
What needs to be done to make it better?
Develop & Enhance Tourism Experiences
Strategic Planning
Demand Generators
Tracking & Monitoring
→Develop & Enhance Products/Experiences
Retain and Attract Investment
Group 3
Think about the efforts Grey Tourism has been making
to increase regional collaboration
What do you see as some of the best successes?
Anything that isn’t working or could be improved?
What needs to be done to improve co-operation?
Facilitate Stakeholder Co-operation
Municipal/Provincial/Federal relations
→Partnership development and collaboration
10/8/2017

16. Next Steps in the Destination Development Action Plan
Continue Information Gathering until early March
2 more Roles & Responsibilities Workshops
Demand Generator Workshop
Research
Online visitor survey
Online survey of tourism organizations
Visitor tracking from accommodations, attractions, events
By the Spring…
Grey County Tourism Brand
Action Plan for
Roles and Responsibilities
Good ways to partner & communicate for destination development & marketing
Demand Generators
Attracting and holding our visitors
Logo & positioning
Ongoing research
Visitor surveys, tracking at accommodation, attractions & events, geographical analysis
10/8/2017

17. Thank You! 17