The document summarizes a presentation given at a technology and tourism conference about how location-based triggering can increase customer engagement and spending. Specifically, it discusses how the city of Waterford, Ireland used interpretation of its 1,000 year history to drive tourism through three new museums and an outdoor walking tour. This cultural initiative was part of a larger economic regeneration plan to increase the average tourist's length of stay and spending in Waterford.

1. Technology Solutions for Tourism Conference
Friday 1 March 2013
Where Technology and Tourism Collaborate
How Location Based Triggering can increase customer dwell time and increase
Bronwen Robinson, Director, ZolkC Ltd
Monday, 18 March 13

2. The Waterford Experience
Interpretation at the heart of regeneration
2
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Monday, 18 March 13

3. The Waterford Experience
1,000 years in 1,000 paces
• The Waterford Experience
• Working together
• Rationale & process
• Early impact
• New developments
3
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Monday, 18 March 13

4. The Waterford Experience
1,000 years in 1,000 paces
• Closure of Waterford Crystal
• Decline in the economy
• Need for regeneration
• Tourist demand for visitor
centre
4
Tuesday, 12 March 13
Monday, 18 March 13

5. The Waterford Experience
1,000 years in 1,000 paces
• Decision to build from the
Crystal interest
• To increase the dwell time &
expenditure in Waterford (3+
days)
• Use the heritage of the City
as the platform
5
Tuesday, 12 March 13
Monday, 18 March 13

6. The Waterford Experience
1,000 years in 1,000 paces
• Economic regeneration of the
city against a backdrop of
interpretation
• 3 museums plus outdoor
walking tour
• Next phase Cultural quarter -
Trust established (15
buildings / retail focus)
6
Tuesday, 12 March 13
Monday, 18 March 13

7. The Waterford Experience
1,000 years in 1,000 paces
• Festivals, concerts to
spread tourism across the
year
• Multi-agency model
• Overall intent to increase
the dwell time in Waterford
& the spend profile
7
Tuesday, 12 March 13
Monday, 18 March 13

8. The Waterford Experience
1,000 years in 1,000 paces
• Multi-agency to drive the • Focussed on the development
change from industrial base of the model ‘in the round’
(Failte Ireland, Waterford City including construction work,
Council, OPW, ZolkC, Bright 3D, funding models, interpretive
CHL Consulting) approach including digital
approach & live actors etc.
• Interpretation is the backdrop
- 1000 years of history • Next phase - establishment of
a Trust
• Process - Committee
established with outside Chair
appointed
8
Tuesday, 12 March 13
Monday, 18 March 13

9. The Waterford Experience
1,000 years in 1,000 paces
• The increase in dwell time
to 3+ days is a long term
goal
• Increase in numbers visiting
- higher than first
estimated
• Local community visits
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Tuesday, 12 March 13
Monday, 18 March 13

10. The Waterford Experience
1,000 years in 1,000 paces
• Languages
• Downloadable apps
• Children’s Tours
• Data gathering
• Cultural Quarter
development
• Retail promotion
10
Tuesday, 12 March 13
Monday, 18 March 13

11. The Waterford Experience
1,000 years in 1,000 paces
• Relevance to Edinburgh
• EWHT - use of heritage as an
economic driver
• Use of digital technology as a
medium & data gathering
• Partnership modelling
11
Tuesday, 12 March 13
Monday, 18 March 13

12. To learn about ETAG visit www.etag.org.uk
For information on conference exhibitors, go to www.etagdigitalexhibitionzone.com
Audio, video, web and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk
Monday, 18 March 13