British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015

www.tourismcafe.org
A workshop designed & delivered by:
Nancy Arsenault, Managing Partner
Tourism Cafe Canada
www.tourismcafe.org
June 9 - 12, 2015
Gild
the
Graphic: http://www.gratefulforthejourney.com/

www.tourismcafe.org
Thanks to our Sponsors
District of 100 Mile House (The
Lodge)
www.tourismcafe.org
Our Team
Ursula Pfahler - BC Heritage Branch Specialist
Heather Boyd - Remarkable Experiences Program, Destination BC
Amy Thacker - CEO Chilcotin Cariboo Coast Tourism Association
Tanya Wong - Gold Rush Trail Manager (CCCTA)
Carrie Booth - Gold Rush Trail Summer Student
Nancy Arsenault - Tourism Cafe Canada, Managing Partner
Paul Arsenault - Tourism Cafe Canada, Project Research

www.tourismcafe.org
Our Workshop Leader
Nancy Arsenault
Comox, BC
Managing Partner & “Experience Gal”
Tourism Cafe Canada
• National Experiential Travel & Tourism Trainer
• Destination Development Planning
• Visitor Experience Assessments
• Community Tourism Planning
• Best Practice Missions
• Research
• IndustryVolunteer
• Former:
• Royal Roads University -Tourism & Hotel Management
• Hatley Park National Historic Site - Manager
• Parks Canada - LearningTravel Specialist
www.tourismcafe.org
Our Time Together
1. Think Like A Traveller
2. A Gold Rush Trail Project Update
3. The Experience
4. Ideal Guests
5. Would’ya? Could’ya?
6. Harmonize the Invitation

www.tourismcafe.org
Today I want to
challenge you to …
★ Your business/organization
★ The various entities doing great work
★ The Destination Marketing/Management
Organizations collaborations
Answer the question:
What am I going stop doing, or do less of,
to make room for more important things!
Gild the Immediate Short-Term Actions You Can
Take to Strengthen the Gold Rush Trail &
Visitor Experience
Workshop Facilitator Nancy Arsenault: nancy@tourismcafe.org 250.941.772 Tourism Cafe Canada
Operators - Anyone Who Welcomes Visitors!
Be found • Make sure you are on google maps, advertise your GPS coordinates, have digital
links to ‘find you’ on every social media site you use
Extend the brand • Add the new Gold Rush Trail logo to your website
Educate your staff • About the Gold Rush Trail, things to do along the trail, and how to cross-promote
opportunities based on what they hear/learn visitors are interested in.
Increase two-way online
communications
• Ensure you are on TripAdvisor and Facebook
• Invite TripAdvisor and Facebook posts AND set a schedule to regularly respond
Explorer Quotient (EQ)
Research/customer
profile information
• Contact Destination BC at tourismresearch@DestinationBC.ca to express
interest in signing up as an EQ sub-licensee and provide the name of a contact
person and contact information for your organization.
• Once registered get the EQ quiz up on your website and start to learn who YOUR
ideal guest is.
• Download and get familiar with the EQ Profiles: http://en-corporate.canada.travel/
sites/default/files/pdf/Resources/ctc_eq_profiles_2012-eng-lowres.pdf
Website • Ensure the call-to-action is clear on your website
• Examine what messages you are communicating — it has to be more than ‘come
here do this’. Help the visitor understand HOW to enjoy your site by letting them
know: suggestions for length of stay, what to bring, who they will meet/interact
with, time of day considerations, where to take the ‘signature photo’ …
• Remember different traveller types will engage differently with you
business. A Free Spirit values than a cultural history buff or an authentic
experiencer!
• Remove past dates/experiences, add a landing page for the Gold Rush Trail and
link in visitor stories, testimonials, images, links to others on the trail.
Longer-term Collaborative Development
Start to build brand
aligned critical mass.
Add to the inventory
each year.
Diversify your appeal.
• “GIVE ME A REASON TO STOP” Identify one current product/experience that
can be branded and promoted with the Gold Rush Trail.
• “GIVE ME A REASON TO SPEND” Create one NEW REVENUE GENERATING
retail, product, activity, or program experience that celebrates your unique story
along the gold rush trail
• “GIVE ME A REASON TO CONTINUE” Partner to create one packaged travel
item with 2 or more businesses that are designed for a specific visitor type (e.g., a
Cultural Explorer) and co-invest in developing, delivering and marketing.
Explorer Quotient (EQ)
Research/customer
profile information
• Look at your traveller types from the summer? Who are they? Share this with
CCCTA so the profile of the visitor, in time, can be mapped
• Download the free toolkits AND READ THEM!
• EQ Toolkit: http://en-corporate.canada.travel/sites/default/files/pdf/
Resources/EQ/v3/eq_toolkit.pdf
• Experiences Toolkit: http://en-corporate.canada.travel/resources-industry/
tools#eqtoolkit
www.tourismcafe.org
A few key terms
★Operators - B2C
★Enablers - B2B “Helping Organizations”
★TheVisitor Experience
★TheVisitor Journey

www.tourismcafe.org
And think about
Short and long-term
opportunities you can:
★Lead - Catalyst
★Contribute
★Champion others along
the trail.
Collaborating to Compete
www.tourismcafe.org
We#All#Have#A#Role#To#Play
★ Ideal Guest within the GRT
★ Invest, design, develop,
promote, sell, deliver,
★ Culture-Heritage Sites
★ Nature-Based Sites/Parks
★ Attractions
★ Accommodations
★ Food & Beverage
★ Transportation
★ Shopping
★ Festivals & Events
★ Tour Operators
B2C
B2B
B2CM
P2P
To Enhance the Visitor Experience and Appeal of the Gold Rush Trail
★ GRT Ideal Guest
★ Co-development/
promotion/branding
★ Partnerships
★ Packaging
★ Shared risk/investment
with private/public/not-
for-proﬁt sectors
★ Collaboration with city,
regional provincial,
national DMOs
Create the Experience,
InspireVisitation,
Drive the Sale
★ Word of mouth
★ Word of mouse
★ Post reviews,
pictures, videos,
blogpost
★ Welcoming
environment
★ Tourism in
community plans
★ Strategic
development
★ Visitor Serving

www.tourismcafe.org
Together(we(impact(change,(
we(all(win,(bit(by(bit(…
Wai6ng(for,((
blaming(someone(else,((
we(all(loose(…
Each#Business/Organiza;on#Can#Only#Do#So#Much
12
Think Like
a Traveller

What are the
beneﬁts of a
driving trail/route?
What makes a
great driving trail/
route experience?
http://www.goldrushtrail.ca/ www.facebook.com/GoldRushTrail @GoldRushTrail

Passion, People, Pride
What is the
Gold Rush Trail Project?
1.Grow awareness of market ready experiences & theme-
based journeys along the Gold Rush Trail.
2.Grow visitation, revenues and market ready experiences.
3.Improve the visitor experience.
4.Enhance the scope/scale of the journey available to
visitors.
Why was it created?

Amy Thacker (CEO) & Tanya Wong (Gold Rush Trail Project Manager) - Cariboo Chilcotin Coast Tourism Association
2011/10
• Winter 2010/Spring 2011 - CCCTA sources funding to create a
GRT plan with extensive stakeholder involvement.
• Fall 2010 - CCCTA and NPTG bring stakeholders together at a
special meeting in Quesnel to discuss revitalization of the Gold
Rush Trail.
2012
• Plan complete
2011/12
• Management committee
created to implement
plan
• CCCTA leads creation of
plan with extensive
stakeholder input,
research and contractor
Suzanne Denbak
2013
• First MOU between 3 tourism
regions signed
• Gold Rush/Spirit Trail Desk
Research done for DBC
• Website launched
• New brochure created
• GRT newsletter launched
• DBC, Brand Awareness &
Perceptions Consumer Survey done
by ENRG
• Lead ﬁrst Travel Trade FAM.
• Hired Project Manager
2015
• GRT/Heritage Workshops
series, four communities along
the GRT
• GRT/ATBC/CCCTA Travel
Media Familiarization Tour
• RBCM Gold exhibit opens,
GRT committee attends
• New Comcast campaign
launched Seattle area
• Instagram launched
• New brand complete & aligned
with DBC brand
• Website updated
• GRT presence at Canada
Winter Games, brochures
racked whole time
2014
• GRT/RBCM presentation at
CCCTA AGM
• GRT presence at Aboriginal
Tourism BC AGM
• Presentation at BC Museum
Association conference
• New itinerary launched at
Canada West Marketplace
• Work begins with Royal BC
Museum
• Present at Paciﬁc NorthWest
Economic Region
• Facebook page launched
• First Comcast production
2015
2014
2010
2013
2012
2011
What we  
have
achieved 
so far!
Then & now on the Gold Rush Trail

The E-Factor

Edible Canada,Vancouver BC Barkerville, BC
Engages visitors in a series of authentic, memorable
travel activities, revealed over time, that engage the
senses, are inherently personal and makes
connections on a physical, emotional, spiritual,
intellectual, or social level.
Source: Nancy Arsenault (2004)
Experiential Travel
Seeing the sights is no longer enough.
Experiential travellers want to venture beyond the beaten
tourist paths and dive deeper into authentic, local culture,
connect with people in deep and meaningful ways, and fulfill
a desire to give back.
More than ever people are travelling their passions.
Joe Diaz, Afar Magazine, 2010
Signing Boat Guide Cowboy Poet
 
Atl-Atl Thrower
 
1st Female Cod Fisher

BUT!MONEY
STAFF
TIME
SKILLS
Texas Forts Trail Looses State Funding
31 May 2015
We Aren’t Alone With Tight Resources

Times are Changing
How do you want to make your money?
80 guests @ $ 5 =
20 guests @ $20 =
10 guests @ $40 =
4 guests @ $100 =
$400
www.tourismcafe.org
Infrastructure
Activities &
Services
People &
Programs
tuckkwiowhumvillage.combigcanyonrafting.com
cottonwoodhouse.ca
Think Holistically - The Visitor Does

www.tourismcafe.org
Key Characteristics:
• High capital investment, reinvestment and year-
round operating costs
• Target mass market and diverse audiences to drive
volume &/or need base funding
• Often open year round (exception heritage/
museums, parks)
• More are trade active to drive multiple sales
channels
• Some must balance serving local community vs
visitors (restaurants)
Examples:
• Hotels, restaurants
• Attractions, theatres
• Transportation companies
• Parks,Trails
• Historic sites/properties
• Convention Centres
• Wineries
• Shopping Centres/Retail
• Sports/recreation facilities
• Casinos
• Travel Agencies
fawnlakeresort.com
Infrastructure
thebxpress.com
Fort Langley, National Historic Site - Audio Tour
www.tourismcafe.org
http://www.fraserraft.com/
• Specific capital investment & reinvestment related to
an activity
• Can be high end (outfitters), low end (whale
watching), relative to price point & engagement
• Require steady business, albeit many are single/dual
season
• Target niche market, work with smaller groups, more
intimate focused experience
• Some trade active, many retail direct only.
Examples - Modest Capital Investment
• Whale/bear/nature watching companies
• Kayaking/canoeing/rafting companies
• Dog sledding/snowmobiling
• Outdoor Adventure Companies
• Tour Operators
• Visitor Information Services/Centres
Examples - Higher Capital Investment
• Outfitters - angling, fishing, hunting
• Remote, northern resorts
Activities & Services

www.tourismcafe.org
• No or low fixed capital costs - use/license/rent other
peoples infrastructure/place as needed.
• Highly specialized, survive on knowing customer
• Small, intimate niche to custom business
• Few full-time businesses currently
• Usually direct sales, not trade active
• Great to partner with infrastructure and activity based
businesses to add value, local flavor, authenticity
• Exception: Festivals drive volume, but targeted
Examples:
• Storytellers
• Guiding companies
• Artisans
• Musicians
• Festivals
• DMC’s
• Small Tour Operators
• Non-traditional providers
(e.g. fishers, farmers,
historians, teachers)
People & Programs
http://horseflyriver.ca/salmonfestival/i
horseflyriver.ca/salmonfestival
Create the Emotional Connection
(c) Lesley Anderson & Nancy Arsenault 2014
Benefits from Raising the Bar on Engagement,
Personalization, Connections & Value!
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Price, Profits &
Value
Competitive
Appeal
Market Pricing Value-pricing
LowVolume
HighYield
HighVolume
LowYield
Personalized
or  
Customized
Niche Market
Mass Market
Infrastructure
& Place
Physical Engagement
Programs &
People
Emotional
Engagement
ROI &
ROE
Increased!Sales,!
Brand!Strength!
&!Advocacy!
Partnerships!&!Connec:ng!
to!People,!Place!&!Culture!

www.touirsmcafe.org
All Are Important for theVisitor’s Journey
Partnerships and Collaboration are Essential!
www.touirsmcafe.org
Tourism Partners
Story or
Theme
Host Communities
Inspire the
Journey
Multiple
Venues
Visitor
Experiences
How Are They
Getting Here
Deliver
Consistently on
the Promises
© 2015 Tourism Cafe Canada
Ideal
Guest (s)
Collaborating
Partners
B2B Development
Price
Co-Promote
Sell
Fans
Advocates

www.touirsmcafe.org
© 2015 Tourism Cafe Canada
Gild the
© 2015 Tourism Cafe
Key Considerations in Choreographing The Journey
Story or theme What is the story? The theme? The are sub-stories that will extend the
interest together and create interest and an incentive to ‘go on’, revisit,
tell their friends?
Ideal guest(s) Who does the trail it appeal to? Think details of a customer proﬁle — not
mass market (e.g. Family), or market segment (e.g. History Buffs)
How are they getting
here?
Who will they get there? By car, train, motorcycle, bicycle, camper trailer,
RV, motor coach, train? Do you have the services? Amenities? Parking?
Visitor experiences What is YOUR UNIQUE PART OF THE STORY - NOT BEING TOLD
OR SHOWCASED ANYWHERE ELSE?
Nature based? Culture? Historic? Culinary? Festivals?
Authentic? Engaging? Personal connections? Meet the locals?
Self-discovery vs. with a business vs. part of a package.
Collaborating partners People and businesses you need to partner with, or co-promote to
strengthen the visitor’s journey along the trail.
Multiple venues How many venues are involved in a single ‘point of sale’ guest
experience? How far are they apart? Transition time? Time to enjoy?
Anything the guest needs to optimize their stay/enjoyment?
Price, co-promote, sell Are there various experiences, at different price points along the trail?
Any ‘key experiences’ to lure visitors? How will you cross promote?
Where is the point of sales and/or multiple points of sale?
Deliver consistently on
the promises
What memories do you want the visitor to take away? Who will you
collaborate with to ensure quality and consistency aligned with your
company? What your visitors expect?
Create fans and
advocates
How will you help the content creation/promotion by guests? Connect
with visitors after they leave? Touch base with your business partners to
review/enhance your product/experience/package?
Tourism Cafe Canada www.tourismcafe.org
“When we try to be everything, we
become nothing. Focus on the story, not
the stuff.”
Terry McCalmont, Retired Site Supervisor
Fort Rodd Hill National Historic Site
Think about
the journey
from the
travellers
perspective.
Something
to think about
as you work
together
www.tourismcafe.org
A Tale of Change
Driven by Reality
DESTINATION

LOCATION:
Halifax Airport 430 km
5 hour drive
Sydney Airport
35 km
30 min drive
From#a#Dead#End#…#to#a#Des;na;on#Case#Study#by:#Nancy#Arsenault#&#Dorothy#Payne#(2014)
www.tourismcafe.org
Power of Icons
You’re lucky to have one on the
Gold Rush Trail!
Fortress of Louisbourg
National Historic Site

www.tourismcafe.org
Point#of#View#Suites#
louisbourgpointofview.com
Example #1 Led by a
Hotelier
Financial support for costumes from
Enterprise Cape Breton Corporation
Research support from the
Fortress of Louisbourg
Research support from the Fortress of Louisbourg
& hired one of their musicians at night
A SUPPORTIVE & ENGAGED REGIONAL DMO
Mary#Tulle,#CEO#
Des;na;on#Cape#Breton#
Associa;on,#NS
“You have to Answer One Question”

hUp://www.louisbourgpointofview.com/beggarsVbanquet/
THE
BEGGARS
BANQUET
$39.95#V#Adults#
$19.99#V#Children#
…"aﬀordable"

(c) Lesley Anderson & Nancy Arsenault 2014
From Secondary to Primary Demand Generator in 5 years
Greater
Differentiation,
Emotion, &
Engagement
Price, Profits &
Value
Competitive
Appeal
Market Pricing Value-pricing
LowVolume
HighYield
Personalized
or  
Customized
Niche Market
Infrastructure
& Place
Hotel & Tent
Programs &
People
Emotional
Engagement
Brings!in!
business,!drives!
it!to!others!
Year!4!?!Product!
Development!Award!for!
Cape!Breton
Period Dinner
Sabin!
www.tourismcafe.org
Example #2 Led by an
Federal Historic Site
Partnered with a Not-for-Profit
‘Friends of’ organization
www.fortressoflouisbourg.ca
authenticseacoast.com
A the private sector
mars.com

Program Explosion!
New Relationships
Visitors Love It!
Daring to be Different
Fortress#of#Louisbourg#Na;onal#Historic#Site,#NS
REALLY !?!?!?

Have!a!BLAST!!$249#1st#person;##
$175#addi;onal#par;cipant#
or#Cannoneer"in"Training:"$36
Hiking#Thru#History:#$3.90
The(Drink(That(
Sugar(Makes:(
RUM!(($7.30
Time#Travel:#$7.30
C#is#for#Cooke#&#Coﬀee:#$14.70
NEW!2015!
SHIFT: ADDING VALUE & CHOICE
The Drink that Sugar Made: Rum Tasting
EVERY YEAR NEW REVENUE
GENERATING PROGRAM
Sunday,#Monday,#Wednesday#and#Friday
3:30V4:00#p.m.#in#English#/#4:00V4:30#p.m.#in#French
July#1#to#Labour#Day
NEW
FOR
2015

Partners for Programming
www.tourismcafe.org
Collaborating to
Compete
Example #3 Led by a
Restauranteur
lobsterkettle.com/
Capacity:#
52#guests
…"with"help"from"dad!

www.tourismcafe.org
Synergy Louisbourg
Community Led
http://louisbourg.ca/
https://www.facebook.com/visitlouisbourg
http://www.tripadvisor.ca/Tourism-g499217-
Louisbourg_Cape_Breton_Island_Nova_Scotia-
Vacations.html
SUMMARY ADVICE
• A common vision, focused
on visitors & community
1st’ not yourself.
• Take responsibility for things you can
change.
• Work through fear & resistance; change takes time.
• It’s a marathon not a sprint.
• Collaborate - everyone welcome, when you are ready
Engaged visitors, new revenue &
increased visitation = great!

Who’sYour Ideal Guest(s)
www.touirsmcafe.org
The term “ideal guest” was ﬁrst
coined by Todd Lucier, co-founder of
Northern Edge Algonquin
April 2003, SARS breakout, World
Health Organization on Toronto
International bookings plummet 30%
overnight!
Had to quickly ﬁnd a way to get the
business back!
www.northernedgealgonquin.ca

A new opportunity is coming
Provides richer insights to the traveller to Canada
Some started early …

And now the country is
invited to align
And 30 new BC businesses already!
Why you were asked to
complete the EQ Quiz?
Walk in the shoes of
your customers and
gain some insight to a
new FREE business
opportunity thanks to:

Excepts#from#the#CTC#EQ#Bootcamp#Marke;ng#Workshop
KEY TRAVELLER TYPES
Authentic Experiencer
Free Spirit
Gentle
Explorer
Cultural Explorer
No Hassle
Traveller
Cultural History
Buff
Personal History
Explorer
Rejuvenator
Virtual
Traveller
www.tourismcafe.org
Cultural Explorer
Cultural History Buff
Personal History Explorer
No Hassle Traveller
Gentle Explorer
Virtual Traveler
Free Spirit
Rejevenators
0
0
1
0
3
5
2
1
22
10
Our EQ Types: People Attending the Training
None!
None!
64% of us participating
in the 4 workshops

www.tourismcafe.org
Cultural Explorer
No Hassle Traveller
Gentle Explorer
Virtual Traveler
Free Spirit
Rejevenators
0
0
1
0
3
5
2
1
22
10
Major EQ Types
None!
None!
64% of us participating
in the 4 workshops
www.tourismcafe.org
Cultural Explorer
No Hassle Traveller
Gentle Explorer
Virtual Traveler
Free Spirit
Rejevenators
0
0
1
0
3
5
2
1
22
10
Our EQ Types: People Attending the Training
Learners
Familiarity
Seekers
Enthusiastic Indulgers
Escapist

Learners
71(%(of(us(
What(does(that(mean?
Tim, Nancy,Alexandra,
Carla, Patrick
Owen, Jennifer, Cathy, Ian, Nicole,
Jennifer, Janette, Brett, John, Jacqueline,
Urve,Vickie, Steve, John, Celes, Cedric,
Wendy, Victor, Sue
NONE!
Cultural Explorer
Personal
History Explorer
Familiarity(Seekers
22%(of(us 
If(this(is(you,(how(do(you(plan(
travel(that(appeal(to(other(
segments?
Morris
Robert, Laura Gordon
Gentle Explorer
No Hassle
Traveller
Virtual
Traveller

Enthusias6c(Indulgers:
12(%(of(us.(
How(does(a(Free(Spirit,working(for(a(company(who’s(experiences(
appeal(to(a(Rejuvenator,(craU(experiences?
Douglas
Free(Spirit
NONE OF US!
NONE
Escapists:
Rejuvenator

Do you really want to be all
things to all people?
What if the Gold Rush Trail project initiatives
focused on ONE or TWO visitor types
and everyone worked together
to have at least one
‘value added’ product, services, experience
for them?
And there’s a twist!
Only 30 minutes

Ingredients of a Memorable
Visitor Experience
www.tourismcafe.org
1. Select
theme or
story
3. Set the
stage
4. Keep it
simple
5. Identify
emotional
triggers
7. Guide on
the side
2. Celebrate
local,
authentic
6. Engage
8. Harmonize
positive cues
12. Price for
value.
9. Create
intimacy
10. Relevant
takeaway
11.
Personalize,
customize
© 2014 Nancy Arsenault & Celes Davar
The 12 Essentials for Experiential Travel
Product Development

Add
Picture
in oval
O’Noir
Dark Table
Would ya?
Could ya”

What’s your
contribution?
CREATE JOURNEYS THAT:
• Connect passions & interests vs. places & things.
• Entices you to ‘Follow the GOLD’
• Focus on a common customer profile.
• Weave multiple experiences together in a community or
region (using trails, corridors, routes, & experiences)
• Align value-based businesses together.
• Consider choice and flexibility.

+
Product Development & Marketing
Shared Investment & Commitment
Product Development without promotions & advertising =
Promoting without the relevant products and choices =
• Inability to attract sustainable attention
• Limits sales
• Impacts sustainability of businesses
• Imbalanced investment
• Visitors are only inﬂuence my promotions/advertising -
the product is what makes the sale, conﬁrms the visit
and spend
• Marketing awards which are great - but imagine if we
had the same number of product awards!

www.tourismcafe.org
Themed Retail Trail
Collaboration
Led by Tourism Nanaimo,
partnered with business
Partnered with 35 businesses
Traditional
Nanaimo
Bar
Nanaimo
Bar
Pedicure
Nanaimo
Bar
Latte
Nanaimo
Bar
Vegan Bar
Nanaimo
Bar
Postcard
Nanaimo
Bar
Fudge
Nanaimo
Bar
T-towels
Nanaimo
Bar
MartiniNanaimo
Bar
Cinnamon
Bun
Imagine if 15 communities and 50
businesses all had a GOLD RUSH product,
service or experience?
Multi-business Commitment
Gold Rush
Jewelry
Gold Rush
Period
Dinner
Gold Rush
Special
Geocache
Gold Rush
Wine
Your
Business
Gold Rush in
a Teepee
Your Idea

www.tourismcafe.org
18th year, integrated, multi-community, 9-day fall event, 34 sponsors,
400 performers/cultural/participatory /outdoor events, $6M to local
economy, season extender …
Led by a Non-Proﬁt
Organization … slow
strategic success
“It’s impossible to take it all in, in
one year, you have to go back.”
Could the
Gold Rush Trail Project
become the lead for a
multi-community festival?
Launch for 2017 - Canada’s 150th
birthday?
Long-term Commitment

www.tourismcafe.org
Economic Development
Organization Led,
community partners
Dessert Theatre is more than an evening of entertainment, it is the preservation and
promotion of Alberta’s early history and heritage, a time when the west was being
discovered and Canada was still being formed.
boomtowntrail.ca
Dessert Theatre
How could you create a dessert
theatre along the Gold Rush Trail?
Or something uniquely your?
Multi-community commitment

www.tourismcafe.org
Municipalities and
Business Led
Could you go for a
quadruple hitter?
• Member FAM to learn about each other’s business?
• Staff training - live some of it?Virtual reality the rest?
• Open it to locals!
• Overtime you host meetings, move to new and
different venues and have them host a visitor
experience so you experience their businesses

www.tourismcafe.org
Led by a
marketing
co-op,
fed by
businesses
visitgrosmorne.com
A little bit from everyone creates a lot!
How hard would it be to
add a co-op event
calendar to
www.goldrushtrail.ca
Co-Promote Everyone
And get businesses to
take responsibility to
regularly update their
own activities

www.tourismcafe.org
Audio
Led by
government,
partnered with
businesses
Strategic, leveraged, long-term investment
www.tourismcafe.org
Start with what you can do!
Short-term!
1. Everyone remove
the old and put up
the new!
2. Send CCCTA a list of where
there others - beyond your
business/municipal boundaries

Harmonize the Invitation
`

But a zillion
distribution
channels!
The Conversation Prism
By: Brian Solis & JESS3
www.tourismcafe.org
What Makes the Gold Rush Trail Special?
Significant
part of
BC history
Diversity
of visitor
offer
Past &
present is
interesting
Significant
touring
route
Emerging
market
potential
Emotional &
Physical
Touchpoints
Unifies
BC
Fascinating
nature

www.tourismcafe.org
What do visitors need to know!
Where it
starts/ends/
connects
How to
enjoy
Where
to get
info
Where to
stay & eat
How to
get there
Beneﬁts!
Why
choose you
What’s
your
story?
Choice
&
Flexibility
www.tourismcafe.org
Intriguing marketing

www.tourismcafe.org
`
www.tourismcafe.org
hellobc.com
Ahhh … it’s Lillooet to Barkerville

www.tourismcafe.org
Whoops … It’s Barkerville to Likely
www.tourismcafe.org
Hmmm … I don’t know these regions? Not great with geography
3 Macs/iphone/ipad &blackberry view
PC - view

www.tourismcafe.org
The Heritage Folks Must Know
http://bcheritage.ca/cariboo/intro2.htm
http://bcheritage.ca/cariboo/intro2.htm
www.tourismcafe.org
Yup, it looks likeVictoria to Barkerville
http://cariboogoldrush.csp.net/site/en/
And 500 miles to Barkerville (805 km)

www.tourismcafe.org
Nope - spoke to soon - it’s TWICE AS LONG
And 500 miles to Barkerville (805 km)
http://www.travel-british-columbia.com/travel-resources/tours-drives/gold-rush-trail/
www.tourismcafe.org
Let me click on the ‘Interactive Map’
http://www.travel-british-columbia.com/mapexplorer/
“Hey mom,
is Barkerville
onVancouver Island?”

www.tourismcafe.org
Maybe the Historic Sites know?
Great Pic!
Nice Credibility
Gold Rush Trail
Map
www.tourismcafe.org
Maybe the Historic Sites know?
Nice Site info
But I wonder if they are on the Gold Rush Trail?

www.tourismcafe.org
No … It starts inVancouver and goes to Hubble Homestead?
“The Gold Rush Trail
starts in New
Westminster at
Irving House Historic
Centre, one of the
oldest buildings in
British Columbia.”
- http://www.travel-
british-
columbia.com/
travel-resources/
tours-drives/gold-
rush-trail/#sthash.
864aE5pj.dpuf"travel
-british-
columbia.com
http://www.goldrushtrail.ca/wordpress/wp-content/themes/wp-goldrush/docs/map_area.pdf
Oh the Gold Rush Trail goes here
Barkerville too
“ I hear we need more marketing”
Sure - we always do … but
what about harmonizing the basics!

Singing from the same song sheet!
www.tourismcafe.org
Thank you!
If you’d like to connect
250.941.7702 250.589.2087
tourismcafe.org
tourismcafe.ca
linkedin.com/in/nancyarsenault
facebook.com/tourismcafe
twitter.com/nancyarsenault
slideshare.net/nancyarsenault
Nancy Arsenault
Managing Partner &
CTC Authorized EQ Trainer
nancy@tourismcafe.org

British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015

Similar to British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015 (20)

More from Tourism Cafe Canada

More from Tourism Cafe Canada (20)

Recently uploaded

Recently uploaded (20)

British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015