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Tourism and Town Identity, Marketing and Promotion Workshop (“A Sense of belonging”)
1. Presentation by Håkan Jarnryd – Theme 1 Leader
2. Presentation of the participants and their involvement in the Theme 1 in their towns
All the participants introduced themselves, occupation and town.
Dorota Krop Town Officer, Lebork
Janusz Lisiecki Town Councillor, Lebork
Ryszard Pawlowski Town Councillor, Lebork
Mariam Stivachtopoulou Assistant, Aeghio
Håkan Jarnryd Tourism and Marketing Manager, Åmål
Bengt Gustafsson V-Chair of Municipal Executive Board, Kungalv
Douglas Rennie Council Officer (Economic Dev), Ellon
Lorna Harris Council Officer (Community Planning), Ellon
Jane Davidson Delegate representing Community, Stonehaven
George McGillivray Delegate representing Business, Stonehaven
Nikolaos Petropoulos External Expert, Aeghio
Mailis Cavalli-Bjôrkman Chair of the Board, Stromstad Tourist, Stromstad
Margareta Fredriksson Director of Color Line, Stromstad
Bengt Wedin Chair of the Merchants Association, Stromstad
Ranald Allan Business & Environment representative, Inverurie
Robert Armstrong Council Officer (Economic Dev), Stonehaven
Peter Winborg Engineer of City Planning, Åmål
Mike Watson Ellon Civic Pride, Ellon
Nils Lönnsjö Blues Association, Åmål
Nicolas Tzouanos Regional Coordinator’s Assistant, Aeghio
3. Identification/definition of the Theme 1 topics:
i. Tourism
- Definition of the word tourist was thought to be – travelling for entertainment/business beyond home town and making use of destination resources
ii. Marketing / iv. Promotion
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Marketing |
Promotion |
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Product & Price |
Product |
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Selling |
Place |
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Persuasion |
Price |
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Strategy |
People |
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Risk Assessment |
Identify wants/needs |
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Anticipation |
Delivery |
iii. A sense of belonging
· Inhabitants as ambassadors
· Pride and passion (emotional feel good factor)
· Internal marketing
· New residents made welcome and informed
· External marketing
4. Theme 1: input on local basis/ regional basis / basis of the SusSET project
Omitted due to time constraints
5. Toolkit & cases (including “poverty” – inclusion/exclusion as a case?)
A toolkit was offered as an aid to tourist projects
· Objectives
· Plan stages of project
· Output & Outcomes
· Monitoring and Evaluation
Strömstad offered an example:-
Shrimps Day
Objective:
· Sell the shrimps
· Feel good for tourists
Plan stages:
· Engage many groups/people to help with planning and resources e.g. restaurants/newspaper/golf club/fishermen etc
· Promotion and marketing, newspaper/radio/tourist office
· Delivery
Output (Activities)
· Morning breakfast (1 euro- all you can eat)
· Continuous music
· Swedish Shrimp Peeling Championship
· Drink/music/singing/dancing
Outcomes (Measurements)
· 600 breakfasts
· 3000 visitors
· business income (can this be quantified?)
· Guinness Record achieved
· Decision to stage event annually
Monitoring & Evaluation
· local networking improved
· public relations improved—Most people now support the event, even those who were initially negative
· improved residents’ sense of belonging
6. Identify areas where we can offer assistance to other towns
Poland: Festival for St Jacob end of July – will use the above toolkit
Stonehaven: look at risk factors (weather etc) use best partner to deal with risks identified.
7. Each towns future goals for developing Theme 1
Åmål:
· Complete river walk
· Extend annual festival to 3 times a year
· Promote town better
· Offer assistance to other towns, e.g: Lighting schemes, river walks
Ellon:
· Encourage partnership working
· Ellon Castle Gardens to be opened
Stonehaven:
· Events coordination with surrounding towns
· Extend seafront planting
· Adopt a Street Scheme – to encourage litter control and generally beautify
Inverurie:
· Pedestrianisation of town centre in conjunction with new road scheme
· Create Events venue
· Create year round attraction: heritage centre
Lebork:
· Continue promotion of summer events nationally e.g. internet/leaflets
· Cooperation with Leba to encourage tourists to venture to Lebork
Strömstad:
· Rebuild streets and pavements
· Improve personal service to tourists
· Improve sense of belonging
Greece (3 towns)
· Target national tourism
· Build on existing advantages
· Improve transport infrastructure e.g.: Athens to Messolongi
Kungalv:
· Build tourist company
· Engage city centre home and business owners
· Extend tourist season from 5-6 weeks to several months using the new Tourist company
8. Sharing home sites addresses, present each other towns on a local home site level.
It was agreed for each town to add a town activity using the Toolkit to the home page of the SusSET website.
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