The document discusses social innovation opportunities and challenges for tourism. It touches on seeing people as assets in tourism and balancing both social and economic development of a place. It also discusses community benefit clauses that provide social and economic conditions in public contracts. An example is provided of a social enterprise securing a catering contract through such a clause, providing opportunities for disadvantaged people.

1. SOCIAL
INNOVATION
OPPORTUNITIES AND CHALLENGES FOR TOURISM
SARAH DRUMMOND
WEARESNOOK.COM
@WEARESNOOK
@RUFFLEMUFFIN

2. What is an authentic brand
and experience of a place?

7. Tourism Slogans
Inside and outside looking

9. Launched in June 1983, The
Glasgow's Miles Better
Campaign was one of the best
promotions ever mounted by
a British city.

19. Can we put people at the
heart of place?

27. “[tourist industry] do not pay much
attention to the potential
that the area may have for
the development of tourism.
Instead they often market general attractions that are
found in many areas, for example scenic factors, climatic
conditions and cultural factors”
(Jensen, Mattsson and Sundbo, 2002:7)

28. We see people as assets in
tourism and balance both
social and economic
development of a place

32. “Gold Coast trying to
sell themselves at the
#CommonwealthGam
es closing ceremony
very cringeworthy –
like a tacky Sea
World presentation,”
- UK reporter William Watkinson.

36. Community Benefit
Clauses
Community Benefit Clauses provide a
means of achieving added value in public
procurement by building in a range of
economic, environmental or social
conditions into contract specifications.
Glasgow City Council has developed a
policy on Community Benefits, including a
requirement for contractors to specify
benefits that will arise for social
enterprises.

37. Delivering Community Benefits
Unity Enterprise is a social enterprise that operates
a variety of services including community care,
education, training, a travel agency, and cafes.
Through this it provides opportunities to people
experiencing disabilities or social disadvantage.
Unity has been successful in securing a catering
contract valued at £200k per year for two years,
where it will serve more than 200 workers per
day during the construction of the Glasgow NISA/
Velodrome. This contract has been secured by way
of a Community Benefit Clause enacted by Glasgow
City Council as part of the Commonwealth Games
2014 procurement.

39. We see people as assets in
tourism, in place, in cities, in
communities, in countries
When developing
experience we need to
consider both social and
economic development

41. THE
TOTAL
EXPERIENCESAY WOMAN SUPPORT SERVICE (2009)

42. STORYTELLING
AND VISUALISATION
IRISS: ASSET MAPPING FOR PEOPLE CENTERED PLANNING I
N HEALTH AND MENTAL WELL-BEING (2011)

43. PEOPLE
DUNCAN OF JORDANSTONE | LETTERS TO THE FUTURE (2008)

44. INVERT THE PYRAMID
TOOL UP EVERYONE TO CO-DESIGN
THE FUTURE TOGETHER AND SHARE POWER

45. SNOOK MISSION
DESIGN BEAUTIFUL PUBLIC
SERVICES THAT COST LESS AND
WORK FOR PEOPLE

46. OUR PRINCIPLES
ENSURE ORGANISATIONS
ARE EQUIPPED WITH THE TOOLS,
MINDSET AND FRAMEWORKS TO
CO-DESIGN GREAT EXPERIENCES

47. START UP STREET
DESIGNING A CITIZEN
CENTERED PROCESS FOR URBAN REGENERATION

66. THE SOCIAL LAYER
Services
Citizens
Local Authority Relationship
Culture Plan
Social and economic impact

67. Sarah Drummond | #sdingov | @wearesnook

71. THE
MATTER
SUPPORTING YOUNG PEOPLE TO DEVELOP
EMPLOYABILITY SKILLS AND BECOME MORE CIVICALLY ENGAGED

89. CYCLEHACK IS A GLOBAL MOVEMENT ON
A MISSION TO MAKE THE WORLD MORE
SUSTAINABLE BY REDUCING THE
BARRIERS TO CYCLING
CC Edinburghcyclechic
https://www.flickr.com/photos/edinburgh_cycle_chic/16482434651/

90. THE TOTAL EXPERIENCE
CC Chris Hill
https://www.flickr.com/photos/chdot/7029860763

91. SARAH
DRUMMOND
JOHANNA
HOLTAN
MATTHEW
LOWELL

92. WE START BY
BREAKING DOWN BARRIERS
CC _ChrisUK
https://www.flickr.com/photos/_chrisuk/6621449731

94. THE TOTAL EXPERIENCE
CC Chris Hill
https://www.flickr.com/photos/chdot/7029860763

95. THE TOTAL EXPERIENCE
CC Chris Hill
https://www.flickr.com/photos/chdot/7029860763
BREAK DOWN PROBLEM SOLVING AND
MAKE IDEAS TANGIBLE FROM THE OUTSET

97. DESIGN PERSPECTIVE:
USER CENTERED

98. DESIGN PERSPECTIVE:
USER CENTERED

99. DESIGN PERSPECTIVE:
PROTOTYPING

100. DESIGN PERSPECTIVE:
PROTOTYPING

101. DEFINE
Synthesise research findings to
outline customer needs, develop
briefs, strategy and direction.
• FRAMING CUSTOMER
INSIGHTS
• DEVELOP PROJECT
BRIEFS &
RECOMMENDATIONS
• ESTABLISH SERVICE &
BRAND PRINCIPLES
Using ethnographic design
research techniques to gain
insight and understanding of a
place and customer segment.
• UNDERSTANDING
USERS NEEDS &
BEHAVIOUR
• IDENTIFYING BARRIERS
TO CYCLING
• RESEARCHING THE
FUTURE OF CYCLING
Prototype new ideas by
bringing them to life to test
how products and services
work with customer.
• CREATE IDEA MATRIX
• CO-DESIGN &
USER TESTING
• RAPID PROTOTYPING
& TESTING
Implement design outcomes and
eveluate success. Build the final
products and touchpoints.
• REFINE FINAL DESIGN
• EVALUATE SUSTAINABLE
IMPACT
• ESTABLISH STRATEGY
& FUTURE
RECOMMENDATIONS
DISCOVER DEVELOP
“WE’RE LOOKING TO
DEVELOP A CYCLE
RENTAL SCHEME. WE
NEED TO DESIGN THE
SERVICE”
“WE WANT TO BE
MORE INNOVATIVE
WITHIN OUR
ORGANISATION AND
DEVELOP IDEAS
FASTER.”
“WE’RE TRYING TO MAKE
OUR CAPITAL MORE
CYCLE FRIENDLY - HOW
DO WE DO THIS?”
GOVERNMENT“WE WANT TO KNOW
WHO URBAN CYCLISTS
ARE IN OUR CITY,WHAT
DO THEY NEED?”
CYCLING ORG
UNIVERSITY
CYCLING ORG
DISCOVER DEFINE DEVELOP DELIVER
DELIVER

103. 48 HOUR EVENT TO
DEVELOP PROTOTYPE
CYCLEHACKS

104. DEFINE
DISCOVER
PRE - HACK

105. DELIVER
DEVELOP

106. “For me, Cyclehack is about bringing together
lots of heads who all equally have their own
experiences and ideas, and bridging this with
design talent to make ideas become a reality.”
Sarah Drummond, Glasgow
“In a city with no infrastructure for cycling at
all, a few cycling enthusiast are braving the
multiple barriers and opting for their bicycles.
Beirut CycleHack is a much needed initiative to
offer the opportunity to strengthen the cycling
community and give them a space to create
their own solutions and expand their efforts.”
Public Interest Design Levant,
Global Partner, Beirut
“It was a wonderful experience to assemble
some of Melbourne’s cycling enthusiasts,
entrepreneurs, designers and decision
makers under a one roof for 48 hours.
Throughout the weekend we identified
barriers to cycling, and we were extremely
honoured to see all participants working
together for a common goal, a bike friendly
city.”
Jani Modig, Global Partner
Melbourne
MELBOURNE
BEIRUT
GLASGOW

107. TOOLING UP CITIZENS
- A TWO WHEELED CITIZENSHIP

108. PHYSICAL DIGITAL CAMPAIGN/EVENT POLICY LOCAL PLAN

109. CYCLEHACK:
PHYSICAL

110. THE TOTAL EXPERIENCE
CC Chris Hill
https://www.flickr.com/photos/chdot/7029860763
CYCLEHACK:
PHYSICAL

111. CYCLEHACK:
SERVICE DESIGN

112. CYCLEHACK:
DIGITAL

113. CYCLEHACK:
PHYSICAL / CAMPAIGN

114. CYCLEHACK:
PHYSICAL

115. CYCLEHACK:
PHYSICAL / DIGITAL

116. CYCLEHACK:
INFRASTRUCTURE / LOCAL PLAN

117. CYCLEHACK:
SERVICE DESIGN / LOCAL PLAN

118. CYCLEHACK:
CAMPAIGN

119. http://cyclehack.com
URBAN
PROTOTYPING

120. URBAN
PROTOTYPING

122. MacBook Pro
SUBMIT HACKSEE HACKS
LO CATIONHA CK T YP E
SUBMIT HACK
LO CATIONHA CK T YP E
Cyclehacks from all
over the world, in
one place.
Hi John | Sign out

123. DID CYCLEHACK
ENCOURAGE YOU TO
CYCLE MORE?
50%
SAID YES
HAVE YOU BEEN
TO A HACK EVENT
BEFORE?
63%
SAID NO

124. 53% 47%

134. CYCLEHACK
2015
52 cities signed up interest
25 confirmed are running
5 continents

136. CYCLEHACK
SOCIALS | EDINBURGH

142. MacBook Pro
Name of Hack
Cyclehack: 023
Submitted by: Joel32
San Francisco
Name of Hack
Cyclehack: 023
Submitted by: Joel32
San Francisco

144. CYCLEHACK
19TH TO 21ST JUNE 2015
cyclehack.com

145. CROWDSOURCING
VISION
OPEN SOURCE CATALOGUE OF LETTERS
TO THE FUTURE OF SCOTLAND

172. We are in the uncomfortable
complexity of balancing
chaos

173. System Design
Service Design
Strategic Design
Education
Policy
Skill building
Vision and action

174. Uber, the world’s largest taxi company,
owns no vehicles. Facebook, the world’s
most popular media owner, creates no
content. Alibaba, the most valuable
retailer, has no inventory. And Airbnb,
the world’s largest accommodation
provider, owns no real estate.
Something interesting is happening.

176. "It’s a lesson that other
companies pondering the
move away from search and
toward social discovery,
would do well to emulate.”
Fast Company 2012, on Air Bnb creating wish lists

177. LOOK AT WHAT ASSETS A
PLACE HAS

178. THINK IN TOTAL JOURNEYS

179. CONSIDER THE LOCAL
ENVIRONMENT

180. CO-PRODUCE EXPERIENCES

181. BALANCE SOCIAL AND
ECONOMIC PRIORITIES

182. "GIVE PEOPLE TOOLS THAT
GUARANTEE THEIR RIGHT
TO WORK WITH
INDEPENDENT EFFICIENCY.”
- IVAN ILLICH

183. THANKS FOR LISTENING
Sarah Drummond
@rufflemuffin
@wearesnook
rufflemuffin.org
wearesnook.com
cyclehack.com
dearestscotland.com