Part 6: Case Study: Bronwen Robinson, Director ZolkC Ltd

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How Location Triggering can increase customer dwell time and increase customer spend

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Part 6: Case Study: Bronwen Robinson, Director ZolkC Ltd

  1. 1. Technology Solutions for Tourism Conference Friday 1 March 2013 Where Technology and Tourism Collaborate How Location Based Triggering can increase customer dwell time and increase Bronwen Robinson, Director, ZolkC LtdMonday, 18 March 13
  2. 2. The Waterford Experience Interpretation at the heart of regeneration 2Tuesday, 12 March 13Monday, 18 March 13
  3. 3. The Waterford Experience 1,000 years in 1,000 paces • The Waterford Experience • Working together • Rationale & process • Early impact • New developments 3Tuesday, 12 March 13Monday, 18 March 13
  4. 4. The Waterford Experience 1,000 years in 1,000 paces • Closure of Waterford Crystal • Decline in the economy • Need for regeneration • Tourist demand for visitor centre 4Tuesday, 12 March 13Monday, 18 March 13
  5. 5. The Waterford Experience 1,000 years in 1,000 paces • Decision to build from the Crystal interest • To increase the dwell time & expenditure in Waterford (3+ days) • Use the heritage of the City as the platform 5Tuesday, 12 March 13Monday, 18 March 13
  6. 6. The Waterford Experience 1,000 years in 1,000 paces • Economic regeneration of the city against a backdrop of interpretation • 3 museums plus outdoor walking tour • Next phase Cultural quarter - Trust established (15 buildings / retail focus) 6Tuesday, 12 March 13Monday, 18 March 13
  7. 7. The Waterford Experience 1,000 years in 1,000 paces • Festivals, concerts to spread tourism across the year • Multi-agency model • Overall intent to increase the dwell time in Waterford & the spend profile 7Tuesday, 12 March 13Monday, 18 March 13
  8. 8. The Waterford Experience 1,000 years in 1,000 paces • Multi-agency to drive the • Focussed on the development change from industrial base of the model ‘in the round’ (Failte Ireland, Waterford City including construction work, Council, OPW, ZolkC, Bright 3D, funding models, interpretive CHL Consulting) approach including digital approach & live actors etc. • Interpretation is the backdrop - 1000 years of history • Next phase - establishment of a Trust • Process - Committee established with outside Chair appointed 8Tuesday, 12 March 13Monday, 18 March 13
  9. 9. The Waterford Experience 1,000 years in 1,000 paces • The increase in dwell time to 3+ days is a long term goal • Increase in numbers visiting - higher than first estimated • Local community visits 9Tuesday, 12 March 13Monday, 18 March 13
  10. 10. The Waterford Experience 1,000 years in 1,000 paces • Languages • Downloadable apps • Children’s Tours • Data gathering • Cultural Quarter development • Retail promotion 10Tuesday, 12 March 13Monday, 18 March 13
  11. 11. The Waterford Experience 1,000 years in 1,000 paces • Relevance to Edinburgh • EWHT - use of heritage as an economic driver • Use of digital technology as a medium & data gathering • Partnership modelling 11Tuesday, 12 March 13Monday, 18 March 13
  12. 12. To learn about ETAG visit www.etag.org.uk For information on conference exhibitors, go to www.etagdigitalexhibitionzone.com Audio, video, web and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.ukMonday, 18 March 13

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