Assessment Findings and Suggestions
The Digby/Annapolis Shore
Quick Facts
• Geography-based tourism is dead.
• Visitors don’t care about counties or districts, cities, towns and
“place...
This is about cash
This is about
community.
We stayed in the Digby area due to its central location.
Digby
This business has done just about everything to pull people in. Just
one ingredient is missing...
Beautification. Suggestion: Add a bench, numerous pots and planters.
Add a menu board outside the restaurant. Pull people ...
Invest In Beautification
The rule of invitations & staying
power
Before
After. Retail sales increased by almost a third.
A mountain community using evergreen shrubs.
Banff, AB
Ivy’s are a low-cost, evergreen supplement for beautification.
Fort Macleod, AB
No off-season excuses!
The flowers and plants here: silk.
Extend window displays to exterior spaces.
Consider a retail buying
cooperative for planters,
plants, and soil.
Work with a local garden
club, if you have one.
In this case, the deciduous trees
are strung with lights during the
winter months.
Curb appeal can account for
70% of first time sales at
restaurants, retail shops,
accommodations, wineries, and
golf cours...
Good job! Now take it up a notch.
Nice touches.
Next up: promote what it is you
sell before the name of the
business.
Always promote what it is
you’re selling - the lure to
bring customers in...
before you promote the
name of the business.
20/20 Signage Equals $$$
The rules of retail signage
WHAT TO DO
Use perpendicular “blade” signs. Make them consistent
height and size.
What’s in any of these
shops?
Suggestion: Use custom
sandwich boards (if any).
Rules for retail signage:
No lower than 7’ (2.1 m)
No higher than 9’ (2.7 m)
No wider than 42” (1 m)
Good job with beautification. Suggestion: Add a blade sign. What
do you sell?
Signs like this you only see when you’re across the street. The
hanging baskets are nice. Add some ground level planters.
These were
built by a high
school shop
class.
Suggestions: Consider screening the trash cans. Create a cooperative
retail signage design-review program. Take care of th...
The Bayside Inn does a great job with it’s beautification.
Suggestion: Avoid the look of
“outdoor retail” as opposed
to extending window displays
to exterior spaces.
This makes you look like a
second-rate garage sale town.
Create Merchant Driven Signage
& Outdoor Display Programs
The rule of pulling customers in
Good job here. With some
plants this would really
shine.
Crooked Timber Books
wins the signage award for
Digby.
Other notes and first impressions of Digby
We weren’t sure what this is, was or is supposed to be. Museum? If
so, when is it open? Assumption: Out of business.
The walkway and waterfront park is very nice.
And the interpretive displays are well done and informative.
This particular one needs to be reprinted...
Oops.
Suggestion: Remove the sign until the museum is reopened. If
anything, add an interpretive sign explaining the situation.
The folks in the visitor information center were exceptional and did
a great job. Suggestion: Add 24-hour information.
Kiosks Never Sleep
The 24/7 rule
Moses Lake, WA
WHAT TO DO
Develop 24 hour visitor information. Include brochure
distribution. Place kiosks where visitors can spend $.
Mahone Bay
If the opportunity ever arises, consider putting the power
underground.
The boardwalk is very nice - but we almost missed it.
So how do these folks get off the boats?
The missing ingredient in Digby: Nothing about scallops, the fishing
fleet, etc. This should be a priority!
In a nutshell:
1. Work on beautification, exterior retail displays.
2. Develop 24/7 visitor information.
3. Tell us about ...
Pros:
• A wealth of good information
• Good photography
• Good maps (thank goodness)
Suggestions:
• More specifics, less g...
Pros:
• Good schedule of events
• Nice map of Digby
• Good job if you’re in the area
Digby Neck & Islands
The Shortest Distance Between Two Points Is A
Good Time
The four-times rule
Would you fly from Nova
Scotia to Disney World if
the only ride there was the
Matterhorn?
Lesson learned:
1. The FourTimes Rule will determine who your
primary market is.
2. What do you have that the customer can...
A good opportunity to add information - if they are still in business.
We did find the visitor information center on Long Island.
Suggestion: Add 24 hour information.
Having a map of the island
would be good.
We did find Balancing Rock.
This is good but you need more: How long a walk is it? How far?
Shoes? Ok for small children? Perhaps a trail map would be...
The trail starts off very
nice...
Suggestion: Considering the
fact that this is one of the
region’s best attractions,
some funds should go into
developing a...
We were there during a
dry spell but portions of
the trail were nearly
impassible.
In the end, it was easily worth
the hike. A stunning spot.
There’s no question that this is
the “icon” for the Digby Neck
and Islands.
Suggestion: On your website, Google Earth, marketing materials, use
photos that show more than just the rock.
The ferries to Long Island and Brier Island are great. There was little
information, however, of when or how often they ru...
The other big draw (the
experiential activity) is the whale
watching. The vendors do a great
job of marketing the program,...
Brier Island was a real treat.
The “park” here was a great place for lunch and a terrific view.
The Lighthouse Cafe does a good job with its beautification. It was
very busy.
A great idea. Other communities take note. Suggestion: Add a map
on the back so we know how to find these places.
Very nice and a great touch.
We saw what looked like a hotel or resort, and decided to check it
out. Someone said they served a great lunch.
Apparently not. It was closed.
We drove down every road we could find and did find the Grand
Passage Lighthouse.
A very scenic spot. Suggestion: Create some itineraries for each
island and a combination one for the two islands and Digb...
There goes a whale watching cruise. Suggestion: Beef up your
websites, add far more photos, itineraries - Close the sale!
A beautiful island. Lots of “Hidden Gems.”
Develop a Digby-Annapolis Coast
Hidden Gems book.
Like other places, there is no information. Hiking trails? What will
we see? Anything we should know? The seagulls were de...
These photos should be added to Google Earth. They can help
“close the sale.” There were a few, but most were pretty
amate...
Wish we would have had more time! Looks like a lot of fun.
It looks as though the tour operators do a good job. How does the
whale watching here stack up to similar experiences in t...
How much? We were ready to move in!
Suggestion: Make the sign a little more artistic and appealing - but we
did see it! Knock down the weeds around the sign.
Hmmm. Visitors will be hesitant to visit when it looks like a home
and it’s not obvious if it’s open or even still in busi...
We found several parks. Note: These are not primary draw, but nice
amenities.
This one wasn’t as inviting as the others. Add some curb appeal,
exterior displays, a brochure holder.
We did find the emu farm. Didn’t meet the FourTimes Rule.
Good interpretive signage, but nothing to do in terms of activities
here. And no washrooms.
Toilets Attract More Than Flies
The gotta go rule
POINT
Restrooms attract more than flies
Put them where people can spend money
Relieved visitors spend more money
Avoid ever doing this.
We couldn’t help but notice the big debate.
Summary
1. The Digby Neck and Islands are easily worth a day trip for anyone
in the Digby-Annapolis Region. As a stand-alo...
Pros:
• Great cover photo
• Very good map
• Good teasers
Suggestions:
• Develop more specifics or provide links
to where w...
Pros:
• Excellent map
• Lots of information about island features
Suggestions:
• Promote the major lures - the best draws
...
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
Annapolis Digby: Roger Brooks Tourism Assessment - Part I
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Annapolis Digby: Roger Brooks Tourism Assessment - Part I

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A report prepared by tourism consultant Roger Brooks of the Seattle-based firm Destination Development Inc.

Part I: Roger's introductory comments, and remarks pertaining to Digby, Neck and Islands.

Published in: Travel, Business
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Annapolis Digby: Roger Brooks Tourism Assessment - Part I

  1. 1. Assessment Findings and Suggestions The Digby/Annapolis Shore
  2. 2. Quick Facts • Geography-based tourism is dead. • Visitors don’t care about counties or districts, cities, towns and “places.” They are looking for “activities” THEN the location. • Experience-based tourism is alive and is the future of tourism - starting yesterday. • The days of marketing lists are over. • The heart and soul of any community, besides its people, is its downtown. It is the litmus test for all your economic development efforts.
  3. 3. This is about cash This is about community.
  4. 4. We stayed in the Digby area due to its central location.
  5. 5. Digby
  6. 6. This business has done just about everything to pull people in. Just one ingredient is missing...
  7. 7. Beautification. Suggestion: Add a bench, numerous pots and planters. Add a menu board outside the restaurant. Pull people in!
  8. 8. Invest In Beautification The rule of invitations & staying power
  9. 9. Before
  10. 10. After. Retail sales increased by almost a third.
  11. 11. A mountain community using evergreen shrubs.
  12. 12. Banff, AB
  13. 13. Ivy’s are a low-cost, evergreen supplement for beautification.
  14. 14. Fort Macleod, AB
  15. 15. No off-season excuses!
  16. 16. The flowers and plants here: silk.
  17. 17. Extend window displays to exterior spaces.
  18. 18. Consider a retail buying cooperative for planters, plants, and soil. Work with a local garden club, if you have one.
  19. 19. In this case, the deciduous trees are strung with lights during the winter months.
  20. 20. Curb appeal can account for 70% of first time sales at restaurants, retail shops, accommodations, wineries, and golf courses.
  21. 21. Good job! Now take it up a notch.
  22. 22. Nice touches. Next up: promote what it is you sell before the name of the business.
  23. 23. Always promote what it is you’re selling - the lure to bring customers in... before you promote the name of the business.
  24. 24. 20/20 Signage Equals $$$ The rules of retail signage
  25. 25. WHAT TO DO Use perpendicular “blade” signs. Make them consistent height and size.
  26. 26. What’s in any of these shops? Suggestion: Use custom sandwich boards (if any).
  27. 27. Rules for retail signage: No lower than 7’ (2.1 m) No higher than 9’ (2.7 m) No wider than 42” (1 m)
  28. 28. Good job with beautification. Suggestion: Add a blade sign. What do you sell?
  29. 29. Signs like this you only see when you’re across the street. The hanging baskets are nice. Add some ground level planters.
  30. 30. These were built by a high school shop class.
  31. 31. Suggestions: Consider screening the trash cans. Create a cooperative retail signage design-review program. Take care of the weeds.
  32. 32. The Bayside Inn does a great job with it’s beautification.
  33. 33. Suggestion: Avoid the look of “outdoor retail” as opposed to extending window displays to exterior spaces.
  34. 34. This makes you look like a second-rate garage sale town.
  35. 35. Create Merchant Driven Signage & Outdoor Display Programs The rule of pulling customers in
  36. 36. Good job here. With some plants this would really shine.
  37. 37. Crooked Timber Books wins the signage award for Digby.
  38. 38. Other notes and first impressions of Digby
  39. 39. We weren’t sure what this is, was or is supposed to be. Museum? If so, when is it open? Assumption: Out of business.
  40. 40. The walkway and waterfront park is very nice.
  41. 41. And the interpretive displays are well done and informative.
  42. 42. This particular one needs to be reprinted...
  43. 43. Oops.
  44. 44. Suggestion: Remove the sign until the museum is reopened. If anything, add an interpretive sign explaining the situation.
  45. 45. The folks in the visitor information center were exceptional and did a great job. Suggestion: Add 24-hour information.
  46. 46. Kiosks Never Sleep The 24/7 rule
  47. 47. Moses Lake, WA
  48. 48. WHAT TO DO Develop 24 hour visitor information. Include brochure distribution. Place kiosks where visitors can spend $.
  49. 49. Mahone Bay
  50. 50. If the opportunity ever arises, consider putting the power underground.
  51. 51. The boardwalk is very nice - but we almost missed it.
  52. 52. So how do these folks get off the boats?
  53. 53. The missing ingredient in Digby: Nothing about scallops, the fishing fleet, etc. This should be a priority!
  54. 54. In a nutshell: 1. Work on beautification, exterior retail displays. 2. Develop 24/7 visitor information. 3. Tell us about Digby’s world famous scallops. 4. You promote the fishing fleet. Where is it? Can we see it? 5. Promote the “Best of Digby.” Your anchor businesses.
  55. 55. Pros: • A wealth of good information • Good photography • Good maps (thank goodness) Suggestions: • More specifics, less generalities
  56. 56. Pros: • Good schedule of events • Nice map of Digby • Good job if you’re in the area
  57. 57. Digby Neck & Islands
  58. 58. The Shortest Distance Between Two Points Is A Good Time The four-times rule
  59. 59. Would you fly from Nova Scotia to Disney World if the only ride there was the Matterhorn?
  60. 60. Lesson learned: 1. The FourTimes Rule will determine who your primary market is. 2. What do you have that the customer can’t get or do closer to home?
  61. 61. A good opportunity to add information - if they are still in business.
  62. 62. We did find the visitor information center on Long Island.
  63. 63. Suggestion: Add 24 hour information.
  64. 64. Having a map of the island would be good.
  65. 65. We did find Balancing Rock.
  66. 66. This is good but you need more: How long a walk is it? How far? Shoes? Ok for small children? Perhaps a trail map would be nice. Where do we leave donations?
  67. 67. The trail starts off very nice...
  68. 68. Suggestion: Considering the fact that this is one of the region’s best attractions, some funds should go into developing a boardwalk through the bogs.
  69. 69. We were there during a dry spell but portions of the trail were nearly impassible.
  70. 70. In the end, it was easily worth the hike. A stunning spot.
  71. 71. There’s no question that this is the “icon” for the Digby Neck and Islands.
  72. 72. Suggestion: On your website, Google Earth, marketing materials, use photos that show more than just the rock.
  73. 73. The ferries to Long Island and Brier Island are great. There was little information, however, of when or how often they run.
  74. 74. The other big draw (the experiential activity) is the whale watching. The vendors do a great job of marketing the program, which should be heavily marketed.
  75. 75. Brier Island was a real treat.
  76. 76. The “park” here was a great place for lunch and a terrific view.
  77. 77. The Lighthouse Cafe does a good job with its beautification. It was very busy.
  78. 78. A great idea. Other communities take note. Suggestion: Add a map on the back so we know how to find these places.
  79. 79. Very nice and a great touch.
  80. 80. We saw what looked like a hotel or resort, and decided to check it out. Someone said they served a great lunch.
  81. 81. Apparently not. It was closed.
  82. 82. We drove down every road we could find and did find the Grand Passage Lighthouse.
  83. 83. A very scenic spot. Suggestion: Create some itineraries for each island and a combination one for the two islands and Digby Neck.
  84. 84. There goes a whale watching cruise. Suggestion: Beef up your websites, add far more photos, itineraries - Close the sale!
  85. 85. A beautiful island. Lots of “Hidden Gems.”
  86. 86. Develop a Digby-Annapolis Coast Hidden Gems book.
  87. 87. Like other places, there is no information. Hiking trails? What will we see? Anything we should know? The seagulls were deafening.
  88. 88. These photos should be added to Google Earth. They can help “close the sale.” There were a few, but most were pretty amateurish.
  89. 89. Wish we would have had more time! Looks like a lot of fun.
  90. 90. It looks as though the tour operators do a good job. How does the whale watching here stack up to similar experiences in the province?
  91. 91. How much? We were ready to move in!
  92. 92. Suggestion: Make the sign a little more artistic and appealing - but we did see it! Knock down the weeds around the sign.
  93. 93. Hmmm. Visitors will be hesitant to visit when it looks like a home and it’s not obvious if it’s open or even still in business.
  94. 94. We found several parks. Note: These are not primary draw, but nice amenities.
  95. 95. This one wasn’t as inviting as the others. Add some curb appeal, exterior displays, a brochure holder.
  96. 96. We did find the emu farm. Didn’t meet the FourTimes Rule.
  97. 97. Good interpretive signage, but nothing to do in terms of activities here. And no washrooms.
  98. 98. Toilets Attract More Than Flies The gotta go rule
  99. 99. POINT Restrooms attract more than flies Put them where people can spend money Relieved visitors spend more money
  100. 100. Avoid ever doing this.
  101. 101. We couldn’t help but notice the big debate.
  102. 102. Summary 1. The Digby Neck and Islands are easily worth a day trip for anyone in the Digby-Annapolis Region. As a stand-alone destination, the islands don’t meet the FourTimes rule for Halifax residents or visitors. 2. Develop detailed half-day and full-day itineraries - with photographs and specifics: what to expect, seasonal considerations, what to bring. 3. There were few places to spend money, and most of the places (local markets) did little to pull visitors in their doors. 4. Visitor information should be provided once off the ferry, with brochure distribution and maps.
  103. 103. Pros: • Great cover photo • Very good map • Good teasers Suggestions: • Develop more specifics or provide links to where we can get more info. • Be selective as to what you list - not just everything.
  104. 104. Pros: • Excellent map • Lots of information about island features Suggestions: • Promote the major lures - the best draws • Include places to eat or shop (the best of) • Avoid lists of businesses

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