Building delivering visitor information services

Building & delivering visitor information services. . . in today’s digital world

Why the move? What’s our Vision? • Reason for moving – Declining Visitation – Light Rail – Need to keep relevant • Search for a new site – Industry best practice – Go where the people are – Become an attraction in your own right • Best practice in visitor services – Incorporate digital technology – Ensuring that visitor requirements/consumption of information meets their needs

New centre supported by new strategy • New Business Model – Extensive research undertaken at three key moments: concept, layout, & delivery – “Apple Store” concept with concierge approach (f 2 f critical) – Combined with digital offering • Desire for authentic local merchandise – Research overwhelmingly supportive – Engagement with local and regional suppliers – Working with local industry partners

New centre supported by new strategy • Attracting Visitors to the new CRVC – – – • Increased road signage Working with Gateway Visitor Information Centres Promoting the new CRVC as a must see attraction Co-located with the National Capital Exhibition Conduct seasonal Open Days Increase commissionable product for sale – Key performance measurement – Limited number of tour operators – Majority of CBR attractions offer free entry

It was never going to be easy. . but we brought staff along the journey • All staff and volunteers were regularly updated on the progress of construction – Not everyone was supportive – Potential for new volunteers • • • All staff and volunteers undertook customer service training All staff and volunteers were inducted into the new CRVC Regular follow up was conducted by CRVC Management – To ensure staff and volunteers were supported • All staff and volunteers bought in to the new business model and the new CRVC

Research, Research and some more Research. . . • Prior to moving. . . • • Location Design Concepts Digital Offering Merchandise Offering • After opening. . • • Digital Performance Concierge Service Approach Front of House layout Merchandise Offering

Research findings. . where are we now? . . . It’s 100 times better than the old visitor centre, it’s more inviting, it’s fresher. It shows off our city and has great information about the surrounding areas –so it’s good for locals as well. • The Centre is great. Well positioned and showcases a spectacular part of Lake Burley Griffin and the surrounding countryside • • • Customer service is always excellent and the CRVC is always my first stop in Canberra before going anywhere else • Overwhelmingly positive on the new location and fitout Introducing digital technology was seen as the right direction but needs to be supported by hard copy collateral 100% stated interaction with a “local” was the most preferred method of providing visitor information Visitors liked that you could learn the history of Canberra at the NCE, and thought there was excellent synergy in being co-located Lots of interest from around Australia/New Zealand

How incorporating digital technology contributes to the visitor experience

Why the digital approach? • Digital technology provides the CRVC with the opportunity to maintain currency of information at a minimal cost • Digital displays provide visitors with an authentic picture of what attractions are promoting or what accommodation properties provide • Interactive Touchscreen Displays draw curated data from the ATDW • Hub and Spoke Model

Bringing industry on the journey too • The Canberra and Region industry have been extremely supportive of the new CRVC and the digital opportunities provided • The CRVC conducted regular briefings on the progress of the build with leading attractions including the Australian War Memorial, NGA as well as industry stakeholders such as the National Capital Attractions Association, Australian Hotels Association and Canberra Convention Bureau • The CRVC conducted local famils for front of house staff from accommodation and attraction partners • The CRVC Conducted a Regional famil for Gateway Visitor Information Staff

Bringing industry on the journey too • The CRVC conducted a Open Day in April 2017 targeting local Canberrans and especially catering for the VFR market • The CRVC has been used to host a number of industry and community events • The CRVC Meeting Room is offered to industry free of charge for their offsite meetings

A commercial and sustainable focus • • • Revamped merchandise offerings New demographic of visitors – Increase in locals, international visitors and schoolchildren Focus on acquiring commissionable product for sale Significant reduction in paper based brochure due to digital technology Committed to the ACTsmart recycling and waste management program

New Challenges and Obstacles • Initial “teething” problems with the new fitout • People flow through the building • Signage • Technology • Road Signage

2016/2017 Results Snapshot • Visitor Numbers – 2016/2017 increase of 63% • Merchandise – 2016/2017 increase of 20. 89% • Customer Surveys Completed – 2016/2017 increase of 259% • Customer Satisfaction Rating – 2016/2017 decreased to 95% • Average length of stay in Centre – 2016/2017 increased to an average 30 minutes per visitor

What our visitors have been saying. . . Best information centre we’ve been to (Regional Victorian, March 17) It is good that the information centre has moved closer to the CBD and is within easy walking distance of the main tourist attraction (WA, Oct 16) The Centre is well signposted, so it is easy to find (Switzerland, June 17) The Centre is great. Well positioned and showcases a spectacular part of Lake Burley Griffin and the surrounding countryside (Sydney, Nov 16) This is so much better than your old site (UK Nov 16) Great facility and position. Good to have education and child friendly activities and current technology (Sydney , Feb 17) Much improved over the old centre, and a better location (ACT, Aug 16) Customer service is always excellent and the CRVC is always my first stop in Canberra before going anywhere else (Sydney, Aug 16) Really easy to find. Great staff (Qld, Feb 17) I think that the centre was really good and I was very happy with the great service that we received. The information was interesting and it was fun to learn and use the interactive Touchscreens (Queensland, Sept 16)