Relaunching tourism in Lombardy:A proposal for an “Enogastronomic” Product Club Tutors: Francesca d’Angella Andrea Rossi Master in Tourism Management VIIEdition 2010-2011 Authors: Mirko Chianesi, Sarah Chow, Sara Monfregola*, Martina Placucci, Andrea Scacchioli, Stefania Sossi *phase 1
summary The assigment Introduction The product club
What is a product club?
Why a «Enogastronomic» product club?
Public and Private members
The interorganizational structure
Roles and functions
The financial structure Performance evaluation The offering system
The Assignment Our goals were:
To build the organizational structure of the product club;
To choose the public and private bodies to involve;
To pinpoint the offering system of the product club;
To structure the proper financial model of the organization.
The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).
introduction HOWEVER WE THINK THAT CULTURE IS SOMETHING MORE, ESPECIALLY IN ITALY, WHERE A SIMPLE HABIT (EATING) HAS BEEN TRANSFORMED INTO …a way of life. Thatiswhy the enogastronomic culture is a goodstartingpointtorelaunchtourism in Lombardy. Traditional culture: «Culture, … includes knwoledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society» (Tylor, 1871)
THE PRODUCT CLUB
The product club What is a product club? A tourism product club is a product development partnership established and led by the tourism industry stakeholders including small- and/or medium-sized companies. The group pools its resources to develop new market ready products or to increase the value of existing ones.
The enograstronomic product club Ancienttraditionofenogastronomic culture; Growthofenogastronomictourism (+60% in 2010 with 5mln€ ofrevenues*); Enogastronomicheritageofundisputedvalue; Presenceofhigh qualityrestaurantsand culinaryinnovation; Itisstrictlyrelatedwith the themeof the 2015 Milan Expo (Feeding the Planet, Energy for Life); Based on our 182 websites D-WEB analysis of European Regions, the enogastronomic offer is an important part of Tourism also in the other European Countries (see figure).
mission The «Enogastronomic» product club of Lombardy region has to link together the main actors of the enogastronomic heritage of the region in order to create a set of tourist activitiesthat lead visitors to discover the area through culinary experiences. The product club will be able to create a networkof industries, public and private actors that will join their efforts and their knowledge to offer an unforgettable experience for tourists interestes in the art of food.
philosphy and logo The «Enogastronomic» P.C. of Lombardy region wants to differentiate itself by offering to its partners quality tourism and marketing services; and to the tourists a range of new experiences. Its aim is to make the tourist discover the terroir of Lombardy through the five senses* while helping to preserve the local enogastronomic traditions. ENOGASTRONOMIC PRODUCT CLUB The logo represents the Lombardy territory, plunged in the enogastronomic culture, symbolized by the colour of the red wine.
advantages To be present in the map guides, the catalogues and the webiste that will be created. These will be the main promotion tools used by the Product Club; The creation of a enogastronomic network that will allow to link more all the production areas; To get benefits from the market research and studies that will be held by the Product Club; The integration of the enogastronomic offer with other tourism products; A core promotion of those rural areas that are not usually included in the main tourism itineraries; The opportunity to take part to events of a certain importance that will have a great impact on tourism promotion; To be assisted by tourism professionals in the development of tourism packages and promotion;
The offering system The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients): FOR THE MEMBERS:
Periodic reports: related to the members trend, the evaluation of the satisfaction of each product club components.
General statistics: on a national and regional level.
Professional assistance (training programmes& refresher courses)
members PUBLIC LombardyRegion Lombardyprovinces ChambersofCommerce TourismOfficeslike APT, IAT, EPT UNPLI RegionalCommitteforLombardy PRIVATE
Exhibitions and Local Festivals(i.e. Sagre) organizations,
Tourism Consortia for Lombardy,
Local and Traditional products and wine Producers Consortia,
Territorial associations and others tourism promotion organization of Lombardy,
Wines and flavours’ roads Federations of Lombardy
Folk, cultural and traditional heritage associations of Lombardy
COMPULSORY REQUIREMENTS GENERAL To be located in the Lombardy Region Territory; Tobeabletospeakone or more foreignlanguages; To provide brochures, thematic maps and other communication facilities; To promote incoming flows of tourists, culture and traditions. To organize or participate to exhibitions, festivals and events related to regional enogastronomy.
SPECIFIC REQUIREMENTS HO.RE.CA. Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%; To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels; To be able to offer menus based on traditional recipes even if revised in a modern way; To change menus according to the seasonality of local products ; The 75% of the total wine offer must be covered by local wines; To offer alternative products, like vegetarian, biological and gluten-free food; For accomodation and lodging: to be able to provide also additional services.
SPECIFIC REQUIREMENTS FOR PRODUCERS
To produce one or more traditional products – see Annexes/Table 1;
To respect the seasonality of the products;
To respect the consistency and the traditional method of production processes.
FOR NEW MEMBERS Togive high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc); To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.; To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.; To provide monthly report about their activities to the Analysis Department.
OrganizationAL structure Assembly Members Operative Functions Marketing & Communication Public Sector President HO.RE.CA. Analysis Dep. General Manager Local Producers Finance & Administration Tour Operators & Travel Agencies
MEMBERSHIP COMPOSITION * Thisis a membershipcomposedby 63 membersconsideringanaverageof 1-2 participants per province
THE FINANCIAL STRUCTURE
The financialstructure- expectedrevenues - * Private members’feeiscalculated on theircapacity/volumes ** From public/private co-participantsnotinvolved in the PC membership
The financialstructure- PROSPECTED COSTs - Note: Thisfinancialmodelhas been inspired bypre-existentProduct Club budgets.
Performance evaluation- Product club - SEMESTRAL ANALYSIS OF STATISTICS The numberof “clicks” in the P.C. website (annually) The numberofvisitors in the P.C. area (quarterly) SATISFACTION QUESTIONNAIRE An annualevaluationofmembers’ satisfactionabout the P.C. MEMBERS’ DYNAMICS New entrancerequests and exits MEDIA COVERAGE Press, TV, Radio, Social Media
Performance evaluation- MEMBERS - SURVEY FOR TOURISTS’ SATISFACTION On linequestionnaire CustomerSatisfactionforms BLIND AND OFFICIAL INSPECTIONS Productcertifications Facilitiesprovided Environmentalquality Tocheckif the memberskeep meeting the requirements
THE OFFERING SYSTEM
THE OFFERING SYSTEM The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients): FOR THE TOURISTS:
THE RIGHT PROPOSAL FOR DIFFERENT TARGETS
THE OFFERING SYSTEMTO ADDRESS THE RIGHT TARGET THE ENOGASTRONOMIC EXPERIENCE CAN NOT BE THE SAME FOR EVERYONE! IT’S IMPORTANT TO UNDERSTAND THE DIFFERENT TOURISTS NEEDS & TO ATTRACT THE RIGHT TARGET, TO THE RIGHT OFFERING PROPOSAL.
YOUNG WHO WE WANT TO ATTRACT? GREEN TRAVELLER LEARNING ITALIAN LIFE STYLE LUXURY LOVERS SILVER MARKET IN A HURRY FAMILY ARTISTIC ESPRIT ROMANTIC ESCAPE
THE OFFER FOR TOURISTS example) CHEESE & WINE TASTING TOUR IN STELVIO NATIONAL PARK (VALTELLINA) TARGET: GREEN TRAVELLER CULINARY WORKSHOP IN FRANCIA CORTA TARGET: LEARNING ITALIAN LIFE STYLE A LUXURIOUS ENOGASTRONOMIC EXPERIENCE IN MILAN TARGET: LUXURY LOVERS
Thank you for your attention! Mirko Chianesi, Sarah Chow, Sara Monfregola, Martina Placucci, Andrea Scacchioli, Stefania Sossi