Transcript Sus Plan Presentation for Strawberry Hill Stakeholders

Sustainability and Marketing Strategy
HD
February 2008
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Overall project goals & objectives
To create viable centers of sustainable commerce and
development in Blue and John Crow Mountain National
Park Gateway Communities and buffer zone areas.
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Steps
Inventory & Assessment
Sep – Dec, 2006
Concept Development
Jan – Sep, 2007
Community Verification
Jul - Nov, 2007
Concept Final
Dec, 2007
Training
Jan - Feb, 2008
Marketing & Packaging
Feb, 2007
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Charles Town
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Upper Rio Grande
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Moore Town
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Holywell Area
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Mavis Bank
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Governance . . . . . . . . . . . . . . . 3
Business Operations . . . . . . . .
7
Model Tour Packages . . . . . . .
9
Marketing Products . . . . . . . . . 13
Marketing Plan . . . . . . . . . . . . . 15
Product Protection . . . . . . . . . . 18
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Governance
•
Create a Tourism Coordination Office (TCO)
•
Create Sustainable Tourism Clusters (north and south)
•
Form a TCO Advisory Committee
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Governance
Create a Tourism Coordination Office (TCO)
•
One-stop shopping/info centre for Blue Mtns tourism
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Providing overall thematic/geographic focus
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Linking the various area community products with the market
•
Located at JCDT office?
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Governance
Create Sustainable Tourism Clusters
•
One northern cluster and one southern cluster
•
Representatives from area attractions, hotels, guest houses,
restaurants, tour companies, businesses and community
groups will form clusters
•
Responsibilities:
- Product development assistance
- Tour package development
- Support to the National Park and JCDT
- Group lobbying
- Promoting linkages
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Governance
Form Advisory / Oversight Council
•
Members include cluster representatives,
other area stakeholders, needed expertise
•
Responsibilities:
- Monitor TCO and Website
- Monitor Tour Operations
- Assist TCO with marketing packages
- Promote capacity-building of providers
- Promote partnerships and linkages
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
•
Hire and train TOC staff
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Create a TCO expansion to JCDT Website
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Form TCO Agreements with Tourism Providers
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Form TCO Agreements with Tour Operators
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Form other TCO Linkages
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
Train TCO Staff
•
Introduction of TCO Training Manual to JCDT Staff
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TCO staff will attend TPDCo Team Jamaica Training in January.
•
JCDT further trains staff on professional tourism operations (TPDCo?)
TCO Manual Contents:
•
Step by step description on how to set
up and operate a TCO
•
Contracts / agreements with tourism suppliers (each
partners responsibilities and commission rates
•
Content collection form for tourism suppliers (for
database and tour information)
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
Create a TCO Expansion to JCDT Website
•
Internal function to include information, capacity-building
opportunities, and blog forum for tourism providers
and tour operators
•
External function provides public information
and tour info
•
Downloadable .pdf files for community attraction
descriptions, bookings
•
Links for booking tour packages, and area information
•
Blog forum for provider information and customer feedback
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
Form TCO Agreements Tourism Providers
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Agreements define services, prices, restrictions associated with tour package
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Community providers must have dependable liaison contact to make and confirm
tour package contents for appointed times
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Invite all other providers of Blue Mountains area tourism into tourism web
Steps:
•
TCO or Tour Operator request booking dates with Community Provider
Contact Person
•
Community Contact Person makes local arrangements and confirms with TCO
and/or Tour Operator
•
Post-tour feedback from customers, operators and community can be posted on
TCO internal website
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
Form TCO Agreements with Tour Operators
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Introduce three model tour packages (based on existing attractions and services)
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Form agreements to market model tour packages with at least 2 operators
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Agreements defining terms and relationship to TCO, Operator, and Providers
•
Invite all other providers of Blue Mountains area tourism into tourism web
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Business Operations
Form Other Linkages with TCO
•
Form agreements with agency and organization entities to
provide capacity-building for tourism providers
•
Form agreements with community business operators,
area hotel providers, international tour companies, etc
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Model Tour Packages
Taste of the Valley: Foods and crafts tour of the Rio Grande Valley (two days)
•
Leave from Pt. Antonio travel up Rio Grande River Valley
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Lunch at Ambassabeth
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River Hike with Bowden Pen Farmers Association (fruit tasting, janga hunting,
Quaco River Trail)
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Traditional Foods of the Rio Grande: Dinner and presentation
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Overnight at Ambassabeth Ecolodge
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Artisan crafts demonstration and market
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Return to Port Antonio
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Model Tour Packages
Maroon Arts : Culture and cuisine in Charles Town (one day)
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Travel to Charles Town
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Museum and artisan craft market tour
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Community Footsteps: Interpretive tour of Charles Town by Maroon Council
(history, local lore, art gallery, herb garden)
•
Traditional lunch (Quao’s Village)
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Heartbeat of the Maroons: Dancing and drumming at Asafu Yard.
•
Depart from Charles Town
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Model Tour Packages
Blue Mountain Experience: Coffee and Culture in Mavis Bank (One Day)
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Travel to Mavis Bank (leave 8:00 from Papine)
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Mavis Bank Coffee Factory interpretive tour (coffee tasting, hand picking coffee
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Beans, coffee products)
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Mountain View Bunch: traditional Breakfast and story telling (Forres Park)
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Travel up to Pennlyne Castle by LandRover
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Interpretive Tour at Pennlyne Castle (fruit tasting, agriculture, bird watching)
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Snack at Wildflower Lodge (or brownbag snack)
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Travel back down mountain
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Marketing Products
Tools
Consistent graphic layouts and text that can be used on website
and outputted as handouts
• Icon
• Map brochure (print / interactive emap)
• Tour layouts (print / e-version)
• Tour guide descriptions
• Press kit
• Travel guidebook letter
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Marketing Products
Branding
‘The Blue Mountains Experience’
Capturing all Blue Mountains tourism under one umbrella brand
• Creates a shared tourism vision for the Blue Mountains that
acknowledges the importance of conservation, while recognizing the
traditional resource use and economic development needs of its
communities
• Builds strong linkages between people (visitors and communities)
• Provides a strong image and industry
• Umbrella for all new and existing Blue Mountain tours, services
and attractions
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Marketing Products
Tour Layouts
• Printed for distribution to hotels
/ travel agents
• E-version downloadable from website
• Map with tour opportunities
• Brand ‘Blue Mountain Experience”
highly visible
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Marketing Plan
Steps
•
JCDT website beefed up with external tourism focus
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Provide website links to other travel internet sites (ex: www.portantoniotravel.com)
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TCO establishes agreements with tour operators for new model tours
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TCO agreements with hotels
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TCO conducts model tours w/ travel writers (Press Trip)
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TCO press releases (TV, newspaper, radio, airline magazines, email)
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Book and conduct initial commercial tours
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
Product Protection
TCO links community providers with partner entities to assist in:
•
Instituting green strategies in communities (for trash, water, sanitation,
food & craft supplies)
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Emphasizing the need to keep true to community vision, tourism product
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Emphasizing need for appropriate built environment
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Community-based conservation efforts to protect surrounding forest/waterways
•
Spreading benefits and costs to promote community 'buy-in'
IDB Holywell and Rio Grande Commercial Development Project
Sustainability and Marketing Strategy
HD
February 2008
IDB Holywell and Rio Grande Commercial Development Project