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© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 1 of 27
How Our Local Business Community
Created and Leveraged Business Opportunities
Connected to the Olympic Games
Andrew Priestley -‐ London, UK 2012
Disclaimer
This is for discussion, education and information purposes only and does not
constitute advice. Be aware that the anecdotes pertain to research conducted for
the 1988 Games; and preparations for the Sydney 2000 Olympics and notes span
1992-‐1996; and 2000-‐2004. Some data and trends may now be outdated. Every
effort has been made to make the comments general and relevant to 2012
circumstances.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 2 of 27
Introduction
In 1994, I lived on the Sunshine Coast Queensland, Australia and I was part of a local
Chamber of Commerce committee to understand and leverage opportunities for the
business community of our local region regarding the Sydney 2000 Olympic games.
The Sunshine Coast is located in the South-‐East sub-‐tropical coastal corner of
Queensland, Australia.
Historically it was associated with the timber industry, farming, cattle and produce
growing. At the time the three biggest industries were tourism, retail and
construction. It is also developing a reputation for innovation and clean tech
industry.
It is still one of Australia’s fastest growing regional centres. At the time the
population was about 150,000 but spread over a wide area extending from the
northern suburbs of Brisbane and Caboolture north to Noosa, Fraser Island and
Gympie and west to the hinterland of Kenilworth and Conondale.
We started thinking about opportunities early -‐ about six years out. Discussions were
initiated by the local authority and local tourist development board. The region had a
number of high profile theme parks but it was felt that the region had more to offer
than fun parks and waterslides. The goal was to distribute the benefits of tourism to
all the community.
I learned a lot because I honestly thought that the only money to be made during the
Olympic season was IN or around Sydney. It was exciting to realise that the reach of
the Games would be felt a lot, lot further than the proximate Olympic arena and
village. I learned that a lot of visitors would be in Sydney for the event and once the
Games part was over they’d be seeing a lot more of Australia.
Again my perception was big cities and major tourist attractions. I am indebted to
the consultants who opened our eyes to the opportunities for the smallest and most
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 3 of 27
remotely located businesses. And I was fascinated with the research of just how long
the Olympics continues to draw tourists, what they come to see and do, what they
like and don’t like and what else is tempting for a visitor.
I learned that touristy things comprises a small part of visitor spend. Visitors want to
be entertained and educated. Importantly they want lasting memories that extend
way beyond the sporting attractions.
What happened in our community? It is estimated that the Sydney Olympics
generated an estimated $200M in revenues for our small regional centre. This
included revenues generated in the seven weeks surrounding the event and ongoing
revenues tracked for at least 4-‐6 years after the event. It also created jobs for our
region.
What worked?
We a) got creative (and uncomfortable) and b) we took a planned and unified
approach to marketing our region -‐ all prior to internet and social media; and c) we
took a long term approach and continued to promote the region long after the
Games.
Importantly, the local authority hired several consultants with Olympic experience
and we tapped into some solid research from the 1988 Olympic Games. But I think
we realised that we could benefit from the Games and then took action.
It is important to remember this context.
I will tell you how we did it with a case study. But first …
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 4 of 27
Who comes and why?
The goal is to design campaigns specifically to attract a niche market. It is important
therefore to understand exactly who comes and why.
There are several key categories of visitors:
i. The Sports Specialists
This includes:
The Competitors/Athletes
This comprises the athletes, coaches, trainers, medicos and teams. Money-‐wise, this
small group will come and be mainly focused on the Olympic site, the Games and the
immediate environs.
ii. The Affliates
This comprises the power brokers and power seekers and includes political
representatives; and families, spouses and partners; and the entourage.
Associates
This includes investors, sponsors and promoters who want to be associated with
excellence. Historically every Olympic Games are an occasion for business
networking, training events and conferences.
iii. Strategists
These are the lobbyists. Again power brokers and power seekers.
iv. The tourists
These are the games voyeurs looking for a ‘bigger than life’ experience. Specifically
they are looking for life long memories based in and around an international and
cultural experience.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 5 of 27
Technically they are passengers – here for the ride of their life. The key question is:
What will most people do with their time and their money?
At the time the research suggested:
• The Competition 7%
Statistically they attend two events only! Essentially during the Games few sleep,
but most drink and eat in that order.
After drink and food and accommodation what else will they do?
Revenues historically go to:
• Arts and entertainment 20%
• History and culture 33%
• Natural attractions 40%
What else do they do?
They attend any special events, conferences, trainings, courses; and leisure activities.
There is a huge market for organised activities.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 6 of 27
When do they come?
For your reference, the 1988 Olympics served as the model for 1992, 1996, 2000 and
2004 Olympics. What happened in the 1988 Games was:
1979 1988
Strategists Lobbyists
Planners
Media Athletes
Controllers
Spectators
Conference
Arts
Exhibitors
Tours
Events
Conference
Arts
Exhibitors
Tours
Events
1994 1998 2000 2004 2005
Conference
Arts
Exhibitors
Tours
Events
Conference
Arts
Exhibitors
Tours
Events
Athletes
Controllers
Spectators
Conference
Arts
Exhibitors
Tours
Events
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 7 of 27
Where else do they go?
Historically, the Games generate interest in the immediate surrounding areas
starting with the host city. For example Westfield is located at the Olympic venue in
London (2012) and they are boasting that 70% of the spectators will pass through
that area. Westfield are no slouches when it comes to research so if they are there I
am fairly confident they have done long term projections.
A typical Westfields development in Australia works on a 25 year plan – so I am
guessing they have done their numbers. But this retail focused.
Visitors then explore the immediate local regions; then nationally, then neighbouring
major regions i.e., Europe.
For example the LA Games was the jump off point for Las Vegas, Alaska, the Rockies,
Chicago, New York; and Asia; and Europe. NB: the European marketing focused on
the seniors market and business conferences. Business conferences are tax
deductible with the Olympics as the backdrop!
The research showed that the lion’s share of revenues will go to whoever is best
organized! (On that basis Westfield will make a lot of money).
The Australian Sunshine Coast as a region did pretty well from the 2000 Games even
though located 1300 miles from Sydney. Why? Because we started early and
promoted our region. We worked with key organisers and promoters to offer
existing established and new experiences. In our case we intensified our promotions
about nine months out.
While ticket purchases and accommodation bookings occur 12 to 24 months out,
broader booking choices for ex-‐Olympic activities can still be effective about 9-‐6
months out.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 8 of 27
(To be clear we worked closely with Tourism Sunshine Coast and Tourism
Queensland and Tourism Australia and the local authorities. I think we had gazetted
a lot of ideas and opportunities as well. Gazetted means documented and registered
with the authority.
In addition, those authorities were connecting to tourism agencies in America,
London, Asia etc. For example, the flower show in Toowoomba was featured heavily
in out-‐bound literature going to overseas agencies. I am pretty sure that the
agencies also connect with tour operators and travel agents.)
We know that a huge turn off for Olympic guests are the crowds and public transport
hassles so they are ultimately looking to get away from the epicentre of the Games
once they have seen their ticketed events. This historically means they travel out of
town. They go to regional areas.
We said the LA Games saw a massive boost in travel to Alaska, Chicago, Canada –
simply because these regions offered a coordinated approach. This is historically
what happens so we can predict that visitors will gravitate to whoever best
promotes their region.
In the seven weeks around the Games visitors will explore the hosting city i.e.,
London BUT then they will then outer regions. They will want to explore what
England seems famous for – charming and quaint English countryside, mountains,
forests, historic attractions, wilderness/deserts, unique urban centres, diverse
cultural experiences, and themed activities i.e., arts community.
If you live in a ‘quaint’ village you might not think much of your local fresh bread
bakery or Fran in the local pub or Raj at the local green grocer … but a visitor finds all
of this novel, romantic and memorable.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 9 of 27
You have to get creative and identify what is valuable, unique and special about
your region … and package that experience. You have to see what you do and your
region as special.
Importantly visitors want a cross cultural trails and unique opportunities. They want
high quality, no hassles and ‘capsule’ memories (packaged experiences).
The key offering is memories.
One way to create a memorable experience is through the creation of trails.
Trails
Visitors will have to travel. So if they have to travel distances they want trails. They
want to know where they are going. Imagine a 12 day bus trip round Europe. We
leave London, go to Brussels, Heidelberg, Zurich, Roma, Venice, Marseille, Paris and
back to London. That’s a trail.
I live in Ealing. When we’ve had friends stay we’ve walked to the park, gone to the
shops, had afternoon tea at the local French themed café, wander through the
gallery, stopped in at the Red Lion for a beer where Alec Guiness and Peter Sellers
used to drink and then dinner at the Rose and Crown where Billy Bunter was written.
That’s a trail! Its just smaller.
In Port Isaac in Cornwall there’s ONE street. There’s a few curio shops, a pub, a rock
wall to the sea and a house. Its hard to get to Port Isaac but it has a thriving tourist
market because ITV’s Doc Martin was filmed there. You can get a map which shows
where ‘stuff’ is – Doc Martin’s practice, Mrs Tishell’s shop, Bert’s restaurant and so
on. Port Isaac must surely be promoting their little village.
The Australia TV show Sea Change was filmed in three sea side locations and you can
do a Sea Change tour of Laura’s house, the Star of the Sea pub and Diver Dan’s boat
shed. That’s a trail.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 10 of 27
But …
Nobody wants to see Port Isaac twice. Not do they want to see another Aboriginal
dance troupe or a recreation of the Knights of the Round Table or a Wild West shoot
out or a Casino experience twice. They want to go to points A, B, C, D and E and see
something different and unique at each point in the trail.
And they don’t want to go to dud places. Ilfracombe is lovely. Barnstaple nearby is
awful. Illfracombe is on the way to Port Isaac. Port Isaac is not far from St Ives. Lands
End is not far from St Ives and it has a great guest experience centre. But the
beaches on the way to Penzance are lovely but empty. And boring … but not if you
are a bird watcher.
The trails can be vast. We already said that the LA Games had trails going to nearby
San Diego but as far north as Alaska and as East as New York.
As an example the LA Games had this trail:
• Sacremento – Old Town, the Railway Museum and the Capitol
• The Shakespeare Festival
• The Tapestry and Talent Festival which pulled between 700000 and 7M
visitors!
• The Garlic Festival which attracted 2M visitors at $100 av spend.
• The Hearst Castle California – still attracting visitors
• Allenstown – 100K visitors av spend $70
• San Diego Town 500000 to 3M visitors av spend $300.
• The San Diego Zoo/Flower Show
In most cases the attractions were 30 minute to 1-‐hour experiences.
The Sydney Games had trails to Queensland, Perth, Adelaide and gateway trails to
Asia (Indonesia, China).
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 11 of 27
Again, we had to rethink the idea that the major tourist attractions would absorb
most of the tourist money. To some degree this is true. But history shows that
anyone can create a profitable experience. Such as a coastal bird watching day out.
Again, imagine an Ealing Experience. Ealing is a small shopping centre in West
London. But it has pubs, parks and a theatre and quaint restaurants and galleries and
it is close to Little India. It seems mundane if you live there but it is totally NEW to
visitors.
The Ealing Experience might start with shopping, takes in the parks, a few quaint old
pubs, a gallery, a show.
You might ask: Who would buy that!
Montville is on the Sunshine Coast, Queensland. It is a VERY small town that
capitalised on the Sydney 2000 Olympics. It is ONE street in a town that is hard to get
to. But they produced a user-‐friendly street map of cafes, galleries, craft shops,
music stores and restaurants. The map told them what to watch out for and look
forward to. They included nearby attractions, (the dam, the rainforest). The map
included B & Bs and farms and unique hotels.
They also beautified the parks and tidied the streets – every day. They pruned and
preened. They held little meetings in the church to train people how to be friendly to
visitors.
Importantly they told the world about it. How? They lodged their ideas with the local
tourist authority. They wrote press releases and sent clippings as far afield as the
quilters clubs in the USA. And all BEFORE internet and social media!!
Remember. The punters want variety. You can only look at trees and old churches
for so long.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 12 of 27
You need to build an experience around what is unique … or could be unique. Maybe
its what you take for granted.
For example, a lot of people love the Murder Mystery evenings. Montville has a
thriving amateur theatre society. They created a short 30-‐minute show that included
street performers and a humorous church service (drunken vicars and loads of
innuendo and confusion.) Local shop traders wore old time costumes. If it is unique
and you promote it you end up on a trail.
They promoted their art show.
The three keys are:
• Understanding tourism patterns
• Competitive positioning
• Unique business opportunities
The recurring theme is: don’t just focus on sporty themes. It is a small market. This
trend has persisted since 1992. Money is made at and during the Games but the real
money is made AFTER the Games.
Young people do not have the real money. In 1988 the backpacker market was not
significant. Backpackers wanted a quick experience on a tight budget. International
seniors and investors do have money and time. Not surprising every Games attracts
the seniors markets who have disposable income and want to spend. They almost
always keep showing up after the Games.
The competitors, trainers and associates want products and experiences developed
for during and after the Games.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 13 of 27
The power brokers, entourage, sponsors and conferences goers offer the powerful
market opportunities. Those businesses that focused on the power brokers ran
conferences, exhibitions and training events against the Olympic backdrop and post
Olympics. We knew that training at the xxxxx xxxxxx on the Sunshine Coast was
cheaper than training offered in Sydney. Training in the local art gallery will be a LOT
cheaper than Central London events.
Believe it or not, tours of Silicon Valley were big money spinners. Tours of China’s
industrial parks and factories was a big money spinner. Tours of the local winery
were popular.
The top three experiences we focused on were:
• Unique arts experiences
• Unique community experiences
• Unique international experiences
Our larger businesses also looked for opportunities to host conferences and worked
with organisers to offer unique visitation packages.
For example, the Novatel hotel chain promoted events through their sister hotels
worldwide.
Surveys said that those who benefitted most had offered high quality experiences
with no hassles.
I want to emphasise that ALL of the marketing then was snail mail and mass media.
Only the very biog players could afford a TV ad campaign which is why a lot of
people chipped in money to the tourist ad campaigns.
But with FREE social media tools anyone can make a web site or a video, upload it or
embed it in an email and message the world.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 14 of 27
Positioning
The first key question we asked was: what do we value? Why are we valuable? What
is special about us? How are we positioned. Positioning basically lives on a spectrum
of budget to premium. Businesses were able to position themselves on this
spectrum.
But we looked at the flavour of our region as an ‘out-‐doorsy’ lifestyle region –
swimming, boating, fishing, canoeing, hiking, camping, history etc.
We had pocket of performance and the arts. Gympie created a film festival (like
Sundance).
And science and manufacturing.
A big attraction was hospitality and food. Aussie BBQs were a popular attraction and
stupidly simple.
And natural attractions. The region had mountains and rainforests and lakes and
rivers. And amazing flora and fauna.
You have to start thinking.
Target Markets
We aimed at niche markets NOT the masses. Plus we focused on the long term
visitor, not the entry/exit visitor. And the older visitor. The grey dollar. Some towns
promoted their reputation for pink dollar tourism
The focus was on ‘stay’ tourism traffic. How do we get people to stay longer?
We focused on experiences for 2-‐10 people.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 15 of 27
Partners and Trails
Once we got the idea of trails we looked for market partners locally; and regionally.
Montville teamed up with Noosa and Tewantin to create an art trail. Gympie teamed
up with Sovereign Hill (Victoria) to create a gold trail. I think Australia Zoo teamed up
with Taronga Park and Dubbo Zoos (NSW) to create an animal trail.
We focused on arts – inspiration; stories, history and culture; and bonds.
Locations
Get out a street map and a local map. You need to think: what have we got of value
that we take for granted and what might attract visitors. And who else has value that
we can partner with? For example Bristol could partner with Bath.
Events
Get out your calendar and look at it. For example a lot of trails look at recurring
annual events and then send tourists on to the next event. For example, the Maleny
Folk Festival flows into the Port Fairy Folk Festival which flows onto Womalaide.
Toowoomba has the annual flower show.
The Olympics involves travel which has romantic and sentimental overtones. The
Olympic Spirit is about competition, national pride, gathering of clans, culture etc.
It attracts superstars and the entourage. It requires planning. Reps will come from
many nations. This equals business opportunities and business/project partnerships.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 16 of 27
Cooperate
The research showed that a unified marketing approach works best. Its almost that
you need to view your local and wider region as a giant theme park and compile
everything you can offer in the way of tours, experiential trails, and then link those
experiences i.e., tours to historic places and unique surroundings.
Everyone benefits when you work together.
Gateways
Is your area a gateway to somewhere else? Ealing is a gateway to Perivale, Hanwell
and Chiswick. Believe it or not there is a canal network that is tourist worthy.
West London is a gateway to the west – Cornwall and Devon and Wales.
The UK is the gateway to Europe. You can partner in that gateway or be the unpaid
farewell committee. Do not watch and wave as tourist money flows across the
Channel! Connect and cooperate. Cross promote.
Australia was the gateway to Asia and Pacific Rim and it included Indonesia,
Malaysia, Taiwan, China, Korea, Japan, Alaska, Canada and California.
People who did really well looked at their existing niche market and looked for what
was being offered elsewhere and further afield and then aligned with those
opportunities.
For example, small business exhibitions is now big business. I am sure that Earls
Court is not the only small business expo in London or the UK or Wales or Scotland
or Western Europe.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 17 of 27
Stay Tourism
Don’t waste time moving people around. Spend time on leisure activities not waving
people off to other destinations. Think: Stay tourism. Think: who can come and how
long will they stay?
For example a well-‐received package was business and entertainment packages.
During the Games look for obvious niches. For example, athletes and politicians.
They are a conservative market looking for an excuse to travel. After a quick city
experience they want to escape mass experiences.
They are weary but still want to participate. What has your community got to offer
and share with them? Architecture, history, nature, diversity?
Tip: if you run a coordinated campaign focus on quality control not quick bucks. We
had people who set out to milk the Games. In some cases one trader ruined months
and months of preparation because of one shonky rip off stunt. Be alert for price
manipulators. Tourists talk!
Go for a sense of community.
The London riots of 2011 brought communities together because of strife. Why not
come together to leverage opportunities? We realized that the Australian
government spent millions promoting Australia. So is the UK government. Piggy back
off their efforts.
What have you got that’s special?
One small town in Queensland Australia had a thriving timber industry. They already
had an woodcraft festival, a furniture show, forestry tours and even a pest control
expo! So they offered timber experiences.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 18 of 27
Using timber as their theme they focused on food, fashion, gifts, furniture, forestry,
shipping, safety, coaching, skills and even law and order. They created furniture
store trails. They had a train ride through a forest. A pottery exhibit. Classes in lathes
and wood turning. History trails. Markets. Restoration expos. Multicultural
traditions.
Keil Mountain is a tiny town that focused on its cultural diversity. They already run
an annual food expo. They even tied in with other local festivals and even a festival
in Asia and Europe! It took some planning.
What cultures live in your area?
Ealing has an amazing Indian community just up the road. And a Polish community.
Toowoomba has an annual flower festival.
London is full of historic pubs. There has to be a pub tour somewhere.
Bundaberg is a sugar town with historic pubs and Cobb and Co wagons sugar mills,
sugar trains and tractors and sugar cane farms and a sugar festival. They did a back
to the 50s sugar festival.
Bundaberg did something. Nambour – another famous sugar town – did nothing.
Identify your resources. What do you have of value? You will attract the same people
who value what you value.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 19 of 27
Attract, Hold, Route, Return
We focused on four strategies:
Attract Hold Route/Trails Return
What is of value?
What do you do
annually?
Culture
Eco tourism
Arts
Events
Accomm
Tours
Boardroom
experiences –
events,
conferences
Create experiences
Packages
Family Packages
Broker Specials
What can we do to
get people to refer
or come back?
We tried to broker memorable opportunities locally, regionally, nationally or
internationally. Be the first, middle, exclusive or last experience but make it
memorable.
Focus on people, natural or cultural experiences.
People Natural Cultural/Special
Nationalities
Diversity
Artists
Experts – fishing, hiking,
science, cooking, wine,
markets, medical,
manufacturing, farmers
Languages
Beach
Islands
Forests
Mountains
Hiking
Flora
Fauna
Crops
Cattle country
Hinterland wals
Wetlands
Rivers
Farms
Proximity experiences
Mills, cheese, horse studs
Annual festivals\
Conferences
Technology
Car show
Bike show
Barge show
Craft show
Theme parks
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 20 of 27
What do we value? What can we offer that is quality or high end?
Start with family, cleanliness, service, quality, imagination, systems, arts,
environment, safety, simple, old world, new world, modern, low cost, lifestyle, fast
food, slow food, action, relaxing, intimacy, engagement, expertise etc. What
positions you?
Is it stories, myths, legends?
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 21 of 27
How to view tourists
See a tourist as
• Potential tourist
• Tourist
• Visitor
• Guest
• Ambassador or advocate
• Investor
Every community has people who hate tourism. And there are some who proactively
try to undermine your efforts. Montville had a local farmer who posted Go Home!
billboards on his property leading in to town. Some shop keepers cynically posted
and boasted ‘local and tourist’ rates.
In 1994 you could get away with that sort of. But you can’t do that now. People film
and upload this sort of thing on their mobile phones and seconds later its global.
Who do you want as a visitor?
For example, if you are Chinese you can track your heritage to Bundaberg because a
lot of Chinese families were engaged to create the sugar industry.
I can track my ancestors to the West Brompton Cemetery where Beatrix Potter is
buried. Cemetery tours are a huge money spinner.
A guest will ask: Is my story here?
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 22 of 27
Revision: What happens after the games?
Historically, there is an after burn effect long after the Games finish. This can be
when the real revenues start to kick in. Do not assume that the revenue making
opportunities cease once the games end. Historically that's when they start.
Once they have experienced the games visitors move on to other experiences such
as festivals -‐ both national, recognised and regional. If it is unique and quality and
promoted it tends to work.
Don't just offer touristy things. Offer business opportunities, trainings and special
entertainment.
What we learned
Above all we learned to be creative and use our imagination both as a region and as
individual businesses. Have a vision and envision the positive future. And it has to be
strategic. Strategic planning will trump random and ad hoc attempts to cash in.
1. Recognise arts opportunities
2. Marketing -‐ plan for niche markets and power brokers not mass markets
3. Position for what visitors are seeking -‐ history, business opportunities,
entertainment, positions.
4. Create themed activities.
5. Look for ways to promote business opportunities.
6. Use a unified approach.
I think the Sunshine Coast benefitted because we identified our natural attractions
and existing tourist attractions. (NB: Being an existing tourist attraction is no
guarantee you will dominate visitor spend. Visitors are looking for something unique
-‐ not hackneyed.)
Word of mouth carries during and after the Games.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 23 of 27
What do visitors talk to others about?
Word of mouth is a massive opportunity. You want good PR. You want advocates.
The standards apply: quality, service, value and cleanliness. Add friendliness and
genuine interest too.
1. Believe it or not they talk about how clean a region is.
If your local town has a lax approach to litter and graffiti for example, that WILL
carry. Clean up. If you run a shop keep it clean. Encourage your residents to tidy up
and take pride. The little town of Monteville absolutely benefitted because the
residents made a unified and concerted effort to tidy their village. It had a thriving
arts community and the place had instant appeal. Locals removed rubbish and kept
the village spit spot.
Disneyland gets more comments about its cleanliness than any other aspect.
2. They talk about friendliness. Learn to smile and engage. There is nothing worse
than treating visitors shabbily. If you do not want to see Olympic tourists stay away.
As a region discourage anyone who displays ‘Go Home’ banners. That can ruin
everything you are working towards.
3. They talk about rip-‐offs. Those towns or individuals businesses that decided the
Olympics was a opportunity to rip off visitors did NOT historically benefit. Visitors
sensed they were being ripped off and that news carried. With social media one
tweet or blog can hit up to 8000 people within minutes. Visitors will search on line
for value.
NB: if you are in a village that has a hotel that has hiked its prices visitors will talk
about that problem ... which impacts every other business. Anyone doing a solo
effort and who is ripping off visitors is damaging your regional reputation.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
UK Phone +44 (0) 7879 330060 24 of 27
We had some 'cowboys' too and business close buy WERE hurt by their selfishness.
4. They talk about service. Visitors let others know if the service was good. Be
friendly and accommodating and be of service.
5. They talk about relationships. Tourists want to connect. They remember the old
lady who sold them a ticket for a pony ride who chatted about the history of the
local horses. In fact they talk more about connections than attractions.
Work Together
I can only say that our region worked together. This meant funding etc but it also
meant doing basic things like tidying up, repairing, pruning, beautifying.
Our region did a lot better than regions with a lot more to offer. Other regions with
better amenities and attractions were complacent and assumed visitors would just
naturally go there. We offered a well-‐orchestrated campaign before, during and long
afterwards and the region benefitted for several years after the Games.
Plan
People might say it is too late. This is never true. Planning helps but you can still
leverage the Games at any time. Social media is probably your best tool in 2012. A
simple video or five on Youtube about your local area can work wonders.
Think Long Range
If you missed the Games the research says there is an after effect. You can STILL
leverage Olympic tourism. In fact you have up to seven years after the Games to do
so in most cases. UK is in the world spotlight. A lot of people will not want to go to
London during the Olympics. They will wait till the crowds leave and the prices go
back to normal. But they are intending to come. Keep promoting.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
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Special considerations
We coordinated our positioning and marketing, focused on culture, offered
education and training for local businesses, information services, positive media
coverage, technology and political assistance (i.e., relax local ordinances for street
parades).
1. Positioning – this included identifying our self-‐image and positioning. We
discussed how we wanted to be perceived i.e., arts and history.
2. Culture – culture offers a stabilising influence that people want to return to.
This is why so many Aussies travel to the UK. Culture taps into values and we
are attracted to stable values. For example, we agreed to offer genuinely
friendly and interested service. People commented most on how interested
we were in them. We purposely talked about spending time with visitors.
3. Education – We ran education nights for the local businesses. In some cases
we looked at retraining people to actually like visitors. The biggest hurdle was
getting people to cooperate. People don’t compete when they know where
they are going together.
4. Media – the media has a long reaching ability to transmit the right and wrong
messages. We asked the local media to focus on what we were doing well.
We also learned to not add the media and marketing until we knew where
we were going. Media picks up on confusion otherwise and treats that as a
story. Remember, we make the message. The media isn’t establishing the
message they are just speaking for us.
5. Politics – we sought support, funding and cooperation from the local
government and councils. We wanted strong direction and leadership as well
from our elected members. Again the focus was on the politicians speaking
for us not to us. Representing our wishes.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
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Who made our job difficult?
Unions
A potential threat to our Olympics campaign was union activity. The unions saw the
Olympics as golden opportunity to push through demands and pay rises. For
example bus drivers, baggage handlers, road workers. We worked with the unions
but they were VERY hard to work with.
Long after the Games the locals remembered how uncooperative the unions were.
Cowboys
There is a huge short-‐term temptation to hike prices because you can. Visitors
expect you to profit from the Games but they are not stupid. We made every effort
to get our local business people to work together – long term. But one or two
strategic businesses ran their own race and hiked their prices and that damaged our
efforts. They did not contribute to the plan but benefitted from our time, money and
effort.
Again the resentment was palpable.
Government officials
We ran into the thinking that says that extra visitors means extra load on the local
amenities. So this lead to introduced permits and controls and restrictions. For
example it was mooted that you needed a permit to have a BBQ at the park on the
beach! It was amended to commercial ventures. Parking fees were introduced to
beaches. I went to a remote beach in Norwich and damn … you had to pay £2 to park
there. I can imagine a parking inspector lurking in the bushes in the hope that
someone might venture down his lonely road!
The locals protected loudly and often it worked and often it didn’t. The local airport
introduced increases to landing tax to cover extra use of amenities during the
Games. It was never rescinded once the Games ended.
© 1996, 2000 and 2012 Andrew Priestley www.andrewpreistley.com [email protected]
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Snapshot of roll out
• I attended a meeting put on by the local authority and local tourism board.
(This assumes your local council has a Games focus and advisory board.
Check! Ask!)
• I attended meetings held by the Chamber of Commerce.
• I participated in a local initiative to promote the region through Tourism
Sunshine Coast and Tourism Queensland.
• I received monthly ‘what’s on’ updates from Council as we moved closer to
the Games.
• I met with clients I knew to see what help they needed – because I ran a
small ad agency.
• I went to several meetings with the local media – TV, radio and press.
• I talked with local magazine editors i.e., arts, lifetsyle.
• I prepared several small seminars.
• I was asked to be a presenter for one of the hotel chains who had an
established conference market.
• I was given an Olympic Supporter sticker for my business. This initiative was
to show visitors who was supportive and who wasn’t.
Get the idea?
In a small way, I was lucky enough to experience several of the closed-‐door
committee sessions. This document is my notes from those sessions and I hope it is
of some value albeit limited.
Next Steps
There is a lot of good info on the net too if you go looking.
Good luck. Happy to talk about my experiences.
Andrew Priestley 2012