Cultural Tourism a Devon Perspective Perfect Moment creative

Cultural Tourism: a Devon Perspective Perfect Moment creative industries consultancy London & Cornwall Perfect Moment 1

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Cultural Tourism Encompasses cultural activities and experiences that attract visitors and enhance their visit STUFF + PEOPLE Perfect Moment 3

Cultural Tourism Perfect Moment 4

Economic v Social l Growing market l Increased spend l Will provide competitive edge l Regeneration potential l Sustainable tourism that brings extra spend to local economy and contributes to upkeep of healthy local creative sector Perfect Moment 5

Who are cultural tourists? They don’t know they are! “Certain Age” Professional (ABs) Highly Educated Married – kids left home Good Income Live in Midlands or the South Intellectual, technophile Likes travelling Books via internet Interested in arts & heritage Good food and accommodation l ALSO YOUNGER MARKET l l l Perfect Moment 6

What do they do? l l l Perfect Moment Mainly Cities e. g. New York, Barcelona Trend towards smaller or rural destinations – “slow tourism” Museums, art galleries, festivals, performances, courses Stay in hotels Spend more money Look for authenticity – experience the place and people 7

There are observable types PURPOSEFUL INCIDENTAL Perfect Moment 8

What Devon doesn’t have Perfect Moment 9

Cities Perfect Moment 10

Heritage Perfect Moment 11

Performance Perfect Moment 12

Visual Arts and Crafts CCANW Perfect Moment 13

Creative Organisations l l l l Dartington CCEP Devon Artsculture Beaford Plough Arts Centre STRAW (9 days of art) Spacex Theatre Alibi l l l l l Perfect Moment DAISI Phoenix Arts Centre Plymouth Arts Centre Villages in Action The Wharf Flameworks Wren Plym Mus Co-op Arvon Foundation etc 14

Accommodation Perfect Moment 15

Food Perfect Moment 16

Matching Stuff with People l Make a list of your stuff (or cultural assets audit) l Find out what the people want l Make them aware of your stuff l Think of innovative ways to bring the two together i. e. target the people and package the stuff interestingly Perfect Moment 17

Cultural Asset Audit l List everything you’ve got l Better still, put it in some form of database l Better still, link it to GIS mapping l Then, Be Honest l Rank it for interest, pulling power Perfect Moment 18

Market Research Get knowledgeable to understand your market and visitors l Target your market (Devon residents, VFR, incidental tourists, young, over 50 etc) l But better to develop product and services than try to market poor quality Perfect Moment 19

Information, Information PERSONAL RECOMMENDATION 2/3 DECIDE BEFORE LEAVING HOME Perfect Moment 20

Use the technology Perfect Moment 21

Bringing it all together l l l Agree the definition/mission that best suits the task in hand Add Value to current Devon tourism offer and experiences: e. g. Discover Devon Naturally, Secondary Selling, Animate Heritage Look at how others have done it: e. g. more marketing, themes, packages Innovate and develop products, services Culture as differential advantage Perfect Moment 22

The differential between the spider and the fly is…. . Perfect Moment 23

Making it Happen l l l l Will need working together Can’t have one without the other! Maintaining the balance – consumption v production – hence importance of creative industries – host v visitor Will need resourcing Will need some project championing Do nothing is not really an option It’s a long haul Perfect Moment 24

Cultural Tourism: a Devon Perspective Perfect Moment John Lancaster 020 7539 3733 john@perfect-moment. co. uk Kevin Brownridge 01736 332094 kevin@perfect-moment. co. uk Perfect Moment 25