Relaunching tourism in Lombardy: a proposal for an Enogastronomic Product Club
Relaunching tourism in Lombardy: A proposal for an “Enogastronomic” Product Club Tutors: Francesca d’Angella Andrea Rossi Master in Tourism Management Authors: VII Edition 2010-2011 Mirko Chianesi, Sarah Chow, Sara Monfregola*, Martina Placucci, Andrea Scacchioli, Stefania Sossi*phase 1
1) The assigment2) Introduction3) The product club What is a product club? Why a «Enogastronomic» product club? The philosophy Advantages Public and Private members Requirements The interorganizational structure Roles and functions4) The financial structure5) Performance evaluation6) The offering system
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 pilottest for a further development of this type of tourism organization. Ifthis pilot test will be successful, the LR could think about implementingother product clubs in the future, focused on other tourism offer (e.g.cultural cities, Alps, etc.).
HOWEVER WE THINK Traditional culture: THAT CULTURE IS «Culture, … includes SOMETHING MORE, knwoledge, belief, art,law, morals, custom, and ESPECIALLY IN ITALY,any other capabilities and WHERE A SIMPLE HABIThabits acquired by man as a member of society» (EATING) HAS BEEN (Tylor, 1871) TRANSFORMED INTO …a way of life. That is why the enogastronomic culture is a good starting point to relaunch tourism in Lombardy.
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.
Ancient tradition of enogastronomic culture; Growth of enogastronomic tourism (+60% in 2010 with 5mln€ of revenues*); ENOGASTRONOMIC OFFER Enogastronomic heritage of undisputed value; Presence of high quality restaurants and YES culinary innovation; 54% NO It is strictly related with the theme of the 46% 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).
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 activities that lead visitors to discover the area through culinary experiences. The product club will be able to create a network of 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.
The «Enogastronomic» P.C. of Lombardy region wants to differentiate itself by offering to its partners quality tourism and marketing services; and to the ENOGASTRONOMIC tourists a range of new PRODUCT CLUB 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. The logo represents the Lombardy territory, plunged in the enogastronomic culture, symbolized by the colour of the red wine.
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 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. Marketing&Promotion support Professional assistance (training programmes & refresher courses)
PUBLIC Lombardy Region Lombardy provinces Chambers of Commerce Tourism Offices like APT, IAT, EPT UNPLI Regional Committe for Lombardy 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
GENERAL To be located in the Lombardy Region Territory; To be able to speak one or more foreign languages; 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.
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.
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 To give 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.
Assembly Members Operative Functions Marketing & Public Sector Communication President HO.RE.CA. Analysis Dep. GeneralLocal Producers Manager Finance &Tour Operators Administration &Travel Agencies
Membership Composition* Public Sector Producers & Consortia Tour Opera tor/Tra vel Agencies/Event Orga nizers HO.RE.CA. / Agritourism / Other Lodging Fa c. 22% 37% 22% 19%* This is a membership composed by 63 members considering an average of 1-2 participants perprovince
Annual Fees Fees Annual % % (in K of €)K of €) (in1. Public members 12,5k 12,5k 175k 24%24%2. Private members (avg fee)* 0,6k 0,6k 30k 3% 3%3. Marketing activities contributions**3. Marketing activities 200k 26%26% 200kcontributions**4. Region funds for annual4. Region funds for annual 350k 350k 47%47%programmesprogrammesTOTALTOTAL 755K 755K 100% 100% * Private members’fee is calculated on their capacity/volumes** From public/private co-participants not involved in the PC membership
Annual Costs % (in K of €)1. Investment for the annual programme 300k 40% - Enogastronomic&Culture: website, consultants, etc2. General costs for programme management 50k 7%3. Marketing&Promotion 200k 26% - brochures, campains, exhibitions, fairs etc4. Employees payroll (with VAT and taxes) 205k - President 25k - General Manager 50k 27% - 3 Operative Team 100k - 1 Administrative Responsible 30kTOTAL 755K 100%Note: This financial model has been inspired by pre-existent Product Club budgets.
SEMESTRAL ANALYSIS OF STATISTICS The number of “clicks” in the P.C. website (annually) The number of visitors in the P.C. area (quarterly)SATISFACTION QUESTIONNAIRE An annual evaluation of members’ satisfaction about the P.C.MEMBERS’ DYNAMICS New entrance requests and exitsMEDIA COVERAGE Press, TV, Radio, Social Media
SURVEY FOR TOURISTS’ SATISFACTION On line questionnaire Customer Satisfaction formsBLIND AND OFFICIAL INSPECTIONS Product certifications Facilities provided Environmental quality To check if the members keep meeting the requirements
The Enogastronomic Product Clubof Lombardy region offers productsand advantages both to itsmembers and to the tourists (thefinal clients): FOR THE TOURISTS: • THE RIGHT PROPOSAL FOR DIFFERENT TARGETS ENOGASTRONOMIC ITINERARIES CULINARY WORKSHOPS SINGLE ATTRACTIONS
THE ENOGASTRONOMIC EXPERIENCECAN NOT BE THE SAME FOR EVERYONE! IT’S IMPORTANT TO THE DIFFERENT TOURISTS NEEDS & TO ATTRACT THE RIGHT TARGET,TO THE RIGHT OFFERING PROPOSAL.
CHEESE & WINE TASTING TOUR IN STELVIO NATIONAL PARK (VALTELLINA) TARGET: GREEN TRAVELLER CULINARY WORKSHOP IN FRANCIA CORTAA LUXURIOUS TARGET: LEARNING ITALIANENOGASTRONOMIC LIFE STYLEEXPERIENCE IN MILANTARGET: LUXURY LOVERS
Mirko Chianesi, Sarah Chow,Sara Monfregola, Martina Placucci, Andrea Scacchioli, Stefania Sossi