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A mobile guide for
Current economic status of tourism in Peterborough: > 13,000 overnight stays per year > Average of $80 spend per head > Total value of $1.04M per year > Average value per business = $20,800 (based upon 50 participating businesses)
Who benefits? > Accommodation providers > Cafes, Restaurants, Takeaway, Pubs > Tour & Attractions operators > Support services > Supermarkets, Grocers, Giftstores, Butchers > Service Stations, Mechanics, Hardware > Doctors, Dentists, Vets, Chemists > Everone, as money moves through the local economy
Key objective: Increase overnight stays by >20%
Economic status of tourism in Peterborough: > 13,000 overnight stays per year > Average of $80 spend per head > Total value of $1.04M per year > Average value per business = $20,800 (based upon 50 businesses)
> 13,000 16,000 overnight stays per year > Average of $80 spend per head > Total value of $1.04M $1.28M per year ($240K increase) > Average value per business = $20,800 $25,600 (based upon 50 businesses) Economic status of tourism in Peterborough:
Sourcing new visitors: While Peterborough offers a world class experience, it is not currently considered a stand-alone destination on its own right. The best means to increase visitation will be to draw consumers into Peterborough as they travel the greater region (linking with Broken Hill, Flinders Ranges, Clare, Port Pirie etc).
Broken Hill: Broken Hill currently enjoys over 130,000 overnight stays per year – approximately 10x Peterborough’s visitation. To increase Peterborough’s visitation by 20%, we need to entice only one in forty-three visitors (2.3%) to Broken Hill to overnight in Peterborough.
Creating critical mass: While the Steamtown Light and Sound Show is a stand out attraction, the region presents far more for the consumer. By packaging the region’s assets into a number of full day, self drive itineraries, we can: > provide the tourist with an easy way to access the region’s assets, > engage more consumers to stay overnight. > present Peterborough as an experience rich region,
Working in our favour: > The quality of the Peterborough experience > The central location of Peterborough relative to other tourism regions > The massive uptake of mobile devices by the consumer market > Tourists now make decisions about destinations whilst in transit
THE MOBILE TOURISM CONSUMER
July 30, 2013 Travel Weekly's 2013 Consumer Trends Survey 59% of travelers will own a tablet by the end of 2014 and 89% by the end of 2018. It's only a matter of time before mobile devices become the norm.
This site will be complemented by a dedicated mobile app, providing: > One and two night self drive itineraries to convert overnight visitation. > A live business directory with linkage to accommodation booking sites. > A Latest News wall to present events and fresh information about the community. > Live GPS mapping showing user position, touring routes and asset and business profiles. Solution:
Integration: The Peterborough mobile app will be co-marketed with similar programs already servicing other areas in SA, including: > The Barossa Valley > McLaren Vale > The Adelaide Hills > The Limestone Coast These guides are currently patronized by over 50,000 consumers per year.
Growing network: Further mobile apps are currently under conversation with regions including: > Broken Hill > Port Pirie > Flinders Ranges > Clare Valley > Burra As the network grows, the consumer will be provided seamless support as they travel from region to region. This will further strengthen Peterborough’s position as an asset to the State’s tourism offering.
Latest News: > A news wall presenting up-to-the-minute stories of interest about events and experiences held within the region. > All participating businesses can contribute stories to this section Steamtown: > A comprehensive presentation of Steamtown assets, history and culture. > Contains a GPS live map showing the park layout, with direct linkage to rich content about key assets. Welcome: > A short passage welcoming the consumer to the region, and explaining how to use the guide. > A map of the region is also presented, showing all business and asset locations as well as user position. > Direct linkage to the Peterborough regional website is also provided. Mobile app:
One night stay: > A self drive itinerary which highlights a number of key assets, engaging the tourist to visit the region and stay for one night. > Includes a GPS live route map, a description of the experience, and generous amounts of content about the assets to be visited. Two night stay: > An expanded itinerary which provides two days of experience, engaging the tourist to visit the region and stay for two nights. Getting here: > A series of profile providing information about regional partners (Clare, Flinders, Broken Hill etc). > Includes GPS live route maps supporting the self drive tourist as they travel to Peterborough. Mobile app:
Business Directory: > A listing of all tourism and service businesses with the region, categorized by business type (dining, accommodation, health etc) > All businesses are provided a basic listing, with name, phone, email, website and GPS location on the map. Favourites: > Tourists can tag business profiles, adding them to the Favourites section, generating a list and map showing only tagged businesses. Mobile app:
www.adelaidehillsguide.info Adelaide Hills example:
All businesses are provided a basic listing within the business directory on the mobile app. This provides: > Business name Business opportunity: > Phone number > Email > Website > Address > GPS pin on map This services has been provided free of charge by Peterborough Tourism.
Businesses have the opportunity to upgrade their profile to include the following: > Stronger presentation in the Directory Business opportunity:
Businesses have the opportunity to upgrade their profile to include the following > Logo > Hero shot > 500 words text > 20 image photo-gallery > Ability to contribute to the Latest News wall > Stronger presentation in the Directory > Inclusion as a featured business within the Self Drive itineraries > Upgrade to mini-website Business opportunity:
Inclusion as a featured business within the Self Drive itineraries > The Business profile is presented as a featured experience or asset within the One night or Two night self drive itinerary. > Tourists are directly encouraged to patronize the business during their stay in Peterborough. > The Business map pin is also featured on the self drive map.
Marketing: > The Peterborough self drive mobile app will be accessible via a direct link from the new Visit Peterborough website. > A call to action, with web address and QR code, will be featured on all Peterborough council tourism print materials and at the Visitor information Centre. > All South Australian mobile apps (Barossa, McLaren Vale, Limestone Coast, Adelaide Hills etc) will promote the Peterborough program. Currently 50,000 users per annum. > These print materials will be made available at Visitor Information Centres of neighboring regions, and other relevant sites.