Edinburgh Capital Group

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Edinburgh Capital Group

• Delivering Visitor Experiences
• ETAG Conference 2011

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• 3D Loch Ness Experience - Camera Obscura
  World of Illusions - Dalmeny House - Deep Sea
  World - Dovecot Studios - EAE - Edinburgh Bus
  Tours - Edinburgh Butterfly Insect World -
  Edinburgh International Festival - Edinburgh
  International Science Festival - Edinburgh
  Museums (City of Edinburgh Council) - Edinburgh
  Zoo (RZSS) - Richard Findlay - Haggis Adventures
  - Highland Experience Tours - Highland Explorer
  Tours - Historic Scotland Edinburgh Castle - The
  Hub - Brian Leishman - Mercat Tours - Museum on
  the Mound - Musselburgh Racecourse - National
  Galleries of Scotland - National Museums Scotland
  - Our Dynamic Earth - Rabbie's Trail Burners -
  Real Mary Kings Close - Royal Botanic Garden
  Edinburgh - Palace of Holyroodhouse - Royal
  Highland Show Scotlands People Family History
  Centre - Scottish Mining Museum - Scottish
  Seabird Centre - The Edinburgh Dungeon - The
  Edinburgh Playhouse - The National Trust for
  Scotland - The Royal Edinburgh Military Tattoo -
  The Royal Yacht Britannia - The Scotch Whisky
  Experience - Scottish Parliament - David Todd -
  VisitScotland

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Who are we?

• Edinburgh Capital Group the original
  collaborative tourism group (est. 1980)
• Mainly visitor attractions (64) plus tour
  companies, theatres, and major events and
  festivals

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Who are we?

• Edinburgh Capital Group the original
  collaborative tourism group (est. 1980)
• Mainly visitor attractions (64) plus tour
  companies and major events
• Most representatives work in marketing
• All delivering visitor experiences - things to
  see and do in and around Edinburgh
• www.edinburghcapitalgroup.co.uk

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What do we want?

• Informal networking forum
• Sector voice?
• New routes to market?
• Additional business

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What does this mean for you?

• New markets
• Repeat visits
• Extended stays
• Increased spend
• More shoulder and off-peak business

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WLTM
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Our collective impact....

• From our Members Survey (Nov 2010)
• Over 150 million annual turnover
• Nearly 2,750 jobs
• 1,752 full-time (64)
• 378 part-time
• 616 casual/ seasonal
• More than 5m in rateable value
• Over 4.5m in marketing spend

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Our collective impact....

• From our Members Survey (Nov 2010)
• Over 8.5m visits
• including some multiple visits
• From the Edinburgh Visitors Survey
• 95 of visitors visited a visitor attraction as
  part of their visit

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What can we do for you?

• 94 routinely gather customer data and customer
  feedback
• Multiple marketing channels

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WLTM
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Always something new...

• 54 have plans for major investment or growth in
  the next 2 years
• We can keep you informed, so you can entice
  customers backor attract new customers

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Museums Galleries
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Scottish National Portrait Gallery

• 18m investment
• Restore and open up historic building
• Nearly 1000 portraits
• Learning centre
• Larger shop café
• Opens on St Andrews Day
• Free entry

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National Museum of Scotland

• 46 million investment
• 8000 objects
• 16 galleries
• Opens summer 2011
• Free entry

• Restore and open up historic building
• Learning centre
• New street level hall new shops cafes

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Royal Edinburgh Military Tattoo

• better views
• more comfortable
• better disabled access
• 5-27 August 2011

• 3-4 weeks to build / take down
• more events during year

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Edinburgh Festivals

• 12 year-round festivals
• 2,500 different events

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Visitors plus

• new and repeat visits
• economic impact visits, jobs, suppliers
• business tourism and corporate hospitality
• national profile and pride
• lifelong learning
• community cohesion, social inclusion
• creativity and well-being

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What can we do for you?

• 94 very / interested in working with other
  businesses
• 84 very / interested in developing new products
  or repackaging existing products
• All marketing actively how can your business
  benefit from this activity?
• All gathering customer feedback we may know
  your target customers

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Could you work with us to...

• Attract new and repeat customers including at
  quieter times ?
• Reach particular market segments
• Improve your guests experience, or extend
  their stay and spend?
• Generate referrals both ways?
• Develop packages, itineraries and apps
• Develop a project suitable for support from the
  Tourism Innovation Fund?

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Get involved

• Make web links
• Re-tweet our news or email your contact lists
• Display print at your venue
• Attend frontliners events and briefings
• Plan fam trips
• Talk to us about offers and packages
• Sponsor us, or join as a member

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Business Opportunities Guide

• Facts figures
• Target markets
• Ideas for working with individual members
• Named contacts
• Available for download at www.etag.org.uk

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Sample Guide Entry
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GSOH and

• Be interested Be straightforward
• Be committed Be honest
• Be ambitious Be open-minded
• Want to do a fantastic job Be enthusiastic
• Be on time Be prepared to take risks
• Be friendly Have a sense of humour
• Be generous Be supportive
• Be polite Be organised
• Enjoy the process Be receptive
• Be genuine Listen and respond
• Be brave Stand up for whats right
• Be prepared for change Offer you a cup of
  tea!
• Be appreciative

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GSOH and

• Be interested Be straightforward
• Be committed Be honest
• Be ambitious Be open-minded
• Want to do a fantastic job Be enthusiastic
• Be on time Be prepared to take risks
• Be friendly Have a sense of humour
• Be generous Be supportive
• Be polite Be organised
• Enjoy the process Be receptive
• Be genuine Listen and respond
• Be brave Stand up for whats right
• Be prepared for change Offer you a cup of
  tea!
• Be appreciative

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Questions / thoughts?