Cabot trail priorities dcba

DCBA Product Development

March 26, 2015

Mark your calendars! Industry Day is April 9th at

the Holiday Inn, Sydney!

Research Will Drive Product Development

Accelerated  Market  

Readiness  

Industry  Rela3ons  Study  

Training  Needs  

Assessment  

2012 Marketing Summary 2012 Marketing Summary

2014-2015 Product Development Goals Update

1.  Enhance training opportunities available to tourism operators.

2.  Increase the awareness of the tourism product in the Cape Breton Regional Municipality.

3.  Have tourism become a “top of mind” product for all tourism front-line staff island wide (i.e. “Locals Know”)

4.  Gain an understanding of the culinary product on Cape Breton Island.

2012 Marketing Summary 2012 Marketing Summary

Enhance training opportunities available to tourism operators

•  Four WorldHost workshops took place May-June in the following regions:

»  Louisbourg (12 participants) »  Sydney (12 participants) »  Ingonish (10 participants) »  Baddeck (14 participants)

•  Further WorldHost to take place in Chéticamp, Baddeck, Sydney, & Saint Peter’s

•  Train the Trainer: Chéticamp, Baddeck, Sydney

Enhance training opportunities available to tourism operators cont’d

•  Social media and database workshops took place as follows: »  March 11th, 2015: Chéticamp (19 participants) »  March 12th, 2015: Baddeck (15 participants) »  March 13th, 2015: Sydney (11 participants)

•  Offer the Accelerated Market Readiness (AMR) Program to seven operators.

–  Maritime Inn, Hebridean Motel, Rankin Ceilidh Boat Tours, Inverary Resort, Bird Island Tours, Kidston Island, Eskasoni Cultural Journeys

2012 Marketing Summary 2012 Marketing Summary

Launch an Island-wide “Locals Know” Campaign

Expand the Locals Know initiative to reach businesses Island-wide:

•  Develop and execute the first annual industry “Open House Day”.

•  Island-wide launch of “Locals Know” festival/event cards.

•  Develop municipality-specific tri-fold cards.

2012 Marketing Summary 2012 Marketing Summary

Gain an understanding of the culinary product on Cape Breton Island

Emergence of Industry Development

Product  Development  

Industry  Rela3ons  

Communica3on  

Industry Development Goals for 2015-2016

I.  Promote tourism as an economic driver throughout CBI; increasing awareness of the tourism product.

II.  Facilitate communication and product development efforts within our product clubs.

III.  Develop a product inventory of market-ready festivals and events, packages, and experiences, including resources and tools.

IV.  Continue to build the culinary product as an economic driver within Cape Breton.

V.  Maintain existing communication channels (i.e. Tourism Connect, dcba-info.com).

Promote tourism as an economic driver throughout CBI; increasing awareness of the

tourism product.

–  Continue the Locals Know initiative throughout CBI. The initiative will include:

–  Work with industry and residents to identify the “best of” Cape Breton, including to but not limited to: beaches, lighthouses, rainy day activities, etc.

Facilitate communication and product development efforts within our product

clubs. –  Build Cape Breton’s niche port

offering and enhance the awareness of CBI as a cruising destination

Cont’d –  Work with partners to develop a plan for building Acadian product on

CBI.

Develop a product inventory of market-ready festivals and events, packages, and

experiences, including resources and tools.

–  experiential calendar. –  package inventory. –  product development resource toolkit, including funding programs,

worksheets, etc. –  calendar of product development initiatives

Continue to build the culinary product as an economic driver within Cape Breton.

–  Per the Provincial efforts to enhance the culinary product offering, develop a culinary strategy for CBI.

–  Work with NSCC to determine the feasibility of a seafood graduate school for chefs.

–  In conjunction with the NSTA, ensure island-wide participation of culinary workshops: Signature Menus, Breakfast of Champions, and Beyond the Boil (lobster themed).

Thank you!

Questions?