1. VOLUNTEER ORGANISATION
Change is upon us…
FROM TO
INFORMATION
INSPIRATION
COUNCIL FUNDING
INDEPENDENT FUNDING
LIBRARY
CURATION
TRANSACTION
EXPERIENCE
VOLUNTEER ORGANISATION
COMMERCIAL ENTITY*
The future of the VICs are under scrutiny. It is crucial that they maintain their position in the information supply chain, and remain relevant to visitors in the changing environment.

2. …shift from passive to active.
INFORMATION
ACTIVE
INSPIRATION
FROM TO
Information overload
Paralysis of choice
Lack of authenticity of information
VIC’s vital role in customer value chain
Credible local market knowledge
Personal, authentic
Curated
TELL / REGION VIEW
LISTEN / CUSTOMER VIEW
REGION view – here are all the things you have to see in our region
CUSTOMER view – what interests you? What do you like to do? What sort of experience are you looking for here in our region?

3. Experience focus Exclusive access Engaging people Eliminate clutter
CREATING INSPIRATION CENTRES
Exclusive access
Engaging people
Eliminate clutter
Experience focus
Empathy

4. HOW MUCH WOULD YOU PAY FOR THE MISSOURI HUNT & PECKER?

5. Engagement with VICs can result in 59% of visitors spending up to $180 more on fuel, food and retail, accommodation and attractions.
SATC, August 2016

6. I’ve only got half a day
$52

7. You need to stay to see the night show
+$13
+3hrs

8. I’ve just got the morning, what else can I see
+$156
+15hrs

9. If one in every 10 visitors to the Visitor Centre could stay:
$85k
$340k
$1M
+3hrs
+8hrs
+24hrs

10.  Don’t Discount Value-Add
Perceived Value™ =
Benefits
Cost

11. Everything from the brochures...
What story is your customer leaving with?
What the hell is that?
Everything from the brochures...

12. Empathy Exclusive access Engaging people Eliminate clutter
CREATING INSPIRATION CENTRES
Exclusive access
Engaging people
Eliminate clutter
Experience focus
Empathy

13. OF DECISIONS BY WORD OF MOUTH
FACEBOOK POSTS PER DAY
67%
OF DECISIONS BY WORD OF MOUTH
100+
DESTINATIONS PER WEEK
$6M
ADVERTISING PER DAY

17. Embrace your Community links
Source: Sustainable Brands: Three Levels of Brand Engagement In Sustainability Innovation, 2013

18. MOVING FROM LIKE TO LOVE

19. Every interaction creates a story… what’s yours going to be?

22. Need Help? Take a Stepped Approach

23. never forget how you made them feel’.
REMEMBER:
‘People may forget what you said and forget what you did, but people will
never forget how you made them feel’.
Maya Angelou

24. GM EarthCheck Consulting
THANK YOU
Mark Olsen
GM EarthCheck Consulting