10 de Octubre de 2013
Isabel Sánchez Tejado | Presidente ASENORG y Presidente TUREBE
How to manage the Northern Gredos tourist
destination by ASENORG?
Who is ASENORG?
An association of 137 business men and women in the Northern area of Gredos
Completely a volunteer organization
Our Objectives?
To promote our area as an attractive and sustainable tourist destination, for both national and international visitors.
Create and maintain jobs for the
tourism, commercial and service sectorsMaintain our local population
Gredos Norte in relation to Madrid
2 hour
In Gredos Norte….
More than 137 companies associated to Asenorg1.500 beds(in hotels, hostals and rental homes)More than 50 restaurants, bars and cafeterías. 4 award winning local chefsMore than 50% of the population works in tourism.65.400 hectares of pure Nature: high mountain, pine forest, rivers, pastures and meadows, incredible wild flowers, bird, cattle, spectacular skies, great variety of mushrooms……
Types of ASENORG members
2
1
4 10
2 1
1
54
3
7
5
2
5
3
12
12
10
Socios ASENORG por tipo de establecimiento ALBERGUEAPARTOTELBARBAR RESTAURANTEBODEGACAMPINGCASA PARQUE CASA RURALCENTRO TURISMO RURAL DISCO BARDISEÑOFARMACIAGASOLINERAHOSTALHOTELINTERNETKIOSCOPARADORPENSIÓNPOSADAPROMOTORAREFUGIORESTAURANTESERVICIOSSPATAXITIENDATURISMO ACTIVO
What does ASENORG do?
We design strategic plans for the area (2009-2012 y 2013-2015)
Based on the locally defined resources
Implementation with volunteer work groups
We use new technologies as supportWe apply business methodologies to the work groups.
Applying business techniques for projects
1. Volunteer work groups2. Each group defines objectives and
calendar3. We look for financing (public and
private) 4. Follow up on progress and critical
review of successes
Work GroupsProject Objective Coordinator
Dark SkyObtain Starlight Certification
Francisco Sánchez
Birding Gredos Sensitize and train local business on the value for tourism
Luis Alfonso Apausa / Lolita Veneros
Flowering Broom Festival
Create attaction to the area in the months of May and June (low season) Teresa Dorn
Gredos Gastronómico
Program activities that associate Gredos with Gastronomy, and the use of natural and local products Roberto García / Belén
Hdez. de la Torre
MountainCalendar of activities to promote the area for mountaineering fans Raúl Lora del Cerro
Trashumance in Gredos
Use the Royal Transhumance cattle roads to create tourism interest César del Rio/Patricia
Gutiérrez
What have we obtained?
Dark sky TRASHUMANCE BIRDING GREDOS Flowering Broom Festival GREDOS Micological GREDOS Gastronomical Mountaineering
A new image of Gredos Norte
Keys to success
Correct definition of resources to create a new image
Participation of local residents is key
Continual follow-up and ROI analysis
Issues 1/2
External 1.Territory is divided in municipalities that still try to defend «their» small territory.
2.Lack of financing3.Our destination is unknown to most Europeans (only 5% of visitors are foreign).
Issues 2/2
Internal:1.Volunteerism has its limits, especially in the Spanish culture
2.Small business people dedicate 100% to the business and have little free time
3.We lack business and profession formation in many areas
4.Our association has no infrastructure5.Little participation in administration decisions
Any Questions?
Our contact
Isabel Sánchez Tejado
608 199 770
https://www.asenorg.es
Festival del Piorno en Flor
Edición 2011Edición 2012 Edición 2013
Broom Festival Scope: «World Capital of the Flowering «World Capital of the Flowering
Broom»Broom» Botanical importance/scenery Traditional uses Decoration
Objetives: Create attraction to the area in the months of
May and June (low season) Obtain recognition as a Regional Festival. Collaborate in creating the Gredos brand image
Achievements: Wide participation of businesspeople and local
residents, support of public institutions, creates an identity for the area and our group.
Media coverage locally, regionally and national television programs
First international media fam trips
Budget/financing
Budget: 44.000€/annually
Financing : 15.000€ Plan de Dinamización (Diputación Avila/MINETUR/JCyL ASENORG members Volunteer work by the Asenorg Group «Piornos»
Reparto de la financiación
Plan Competitividad
Socios ASENORG
Grupo Trabajo PiornosASENORG
More than 60 Observation points to see the spectacular scenery. Map with the observation points
TrashumanceThe trashumance in Gredos is an important part of our culture.
Objetives: Objetives: Use the Royal Transhumance cattle roads to create tourism interest and activities Collaborate in creating the Gredos brand Collaborate in creating the Gredos brand imageimage
Achievements: Achievements: Photo expositionsPhoto expositionsGastronomy:Gastronomy: Importance of Avileña beefTrilla (Trilla (Threshing ) FestivalFestival: an event to demonstrate how grain harvesting was once done
Fiestas de la Trashumancia: Fiestas de la Trashumancia: Arrival of the cattle each springArrival of the cattle each springBranding Branding
CAÑADAS REALES: http://es.wikipedia.org/wiki/Ca%C3%B1ada_real
Budget/financingTrashumance Budget: 8.000 Financiing : 1.800 Plan de Competitividad Gredos-Iruelas (Diputación Avila/MINETUR/JCyL) Aportaciones de los socios de ASENORG Trabajo voluntario del Grupo de trabajo ASENORG.
Reparto de la financiación
Plan Competitividad
Socios ASENORG
Trabajo Socios ASENORG
Birding Gredos
The Best place in Europe to see the Blue Throat (Pechiazul), and the Roquero Rojo and the Verderón Serrano)
Birding Gredos
Objetive: Use the variety of birds in our area as a tourist
attraction
Sensitize and train local business on the value for tourism (pending financing)
Gredos Micology Obtain tourism products that attract a sostainable tourism for this natural resource.
Due to lack of financing this group has not developed
Gredos GastronómySeason Evento Date Coordinador/
es
INVERNO Week of Soups and StewsDel 1 al 28 de febrero 2013
César del Rio (Venta del Obispo)
Spring
Tapas in Gredos
Desde martes 30 de Abril, hasta el domingo 5 de Mayo
Belén (Galana)
Tapas in YellowCoincidiendo con el Festival del Piorno
Pendiente
summer
Gredos at night•Maridaje de tapa con vino y/o cerveza •Cocteles o gin-tonic con tapas •Coca cola organized concerts, magicians etc
Del 1 al 15 de julio 2013
Javier y Roberto (Drakar y Garabatos)
Autumn
Gredulis: Mushroom week•Include dishes or tapas with a specific mushroom: this year the Boletus Edulis•Photography contest with local mushrooms
Mes de octubre – sin definir fechas concretas, depende de la temporada de setas.
Esther (Parador) Paco y Alberto (Milano)
Gredos Gastronomy
Objetives: Promote the area as an important gourmet destination.
Help create the Gredos Image Achievements:
23 establishments partipated. TAPAS IN GREDOS sold 12.000 tapas
Local media coverage
Budget/financing Budget: 4.000€ Financing: 4.000€ Brand sponsorhips: Ávila Auténtica, Mahou, Coca-Cola, Cerveza Gredos,
Bodega Fuente Galana, Bodega Garnacha de Gredos… ASENORG members Volunteer work from ASENORG group members
Reparto de la financiación
Patrocinios
Socios ASENORG
Trabajo Socios ASENORG
Gredos Mountaineering
Gredos Mountaineering Objetives:
Promote mountaineering activities in la Sierra de Gredos
Attract visitors to the area. Collaborate in the Gredos brand image
Achivements: Mountaineering workshop with 50 participants
The annual meeting of the International Guides association.Celebración Asamblea Anual de Guias
Local media coverage
Activities
1. Trekking circuit2. Climbing rally
of El Torozo (Puerto del Pico)
3. Mountaineering workshop
4. Mountain race
Budget/financing Budget: 9.000€/yearly Financing: Plan de Dinamización Gredos-Iruelas Private sponsorship (Eje: Mammut), Paid quota for activities. ASENORG members Volunteer work by the Asenorg group
Reparto de la financiación
Plan CompetitividadPatrociniosSocios ASENORGQuotasTrabajo Socios ASENORG
Dark Sky Gredos Objetives:
Obtain the Starlight Certification granted by the international Fundatión Starlight (together with the World Tourism Organization and UNESCO)
Collaborate in creating the Gredos brand image
Achievements: STARLIGHt certification (only 5 in Spain)
Astrophotography workshop with more than 0 participants
Repercussion in local, regional and national media
63 municipalities included in the certification
Budgeting/financing Budget: 100.000€ (long term)
Financing: ASIDER (Grupo de Acción Local) Plan de Dinamización Gredos-Iruelas ASENORG members Volunteer work of the Work Group . All measurements and documents
required for the certification was done voluntarily bu the Work Group.
Reparto de la financiación
Plan Competitividad
ASIDER
Socios ASENORG
Grupo Trabajo Cielo Oscuro ASENORG
¿Why Star light certification?
The right to observe the stars and conserve the Dark Sky. A future tourism with great potential and creation of future jobs.
Defending the Dark Sky also helps maintain bird migration (more than 160 species throughout the yer)
Maintain the area free of luminic contamination.
