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Cultural Experiences & Food Tourism

Have a look at the diverse cultural experiences and food tourism events on the horizon out here in Bermuda, starting in the fall of 2019 and going through our warm winter in 2020.

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Cultural Experiences & Food Tourism

  1. 1. Cultural Experiences & Food Tourism HISTORY, HERITAGE AND THE WAY WE LIVE
  2. 2. Welcome MINISTER ZANE DESILVA, JP, MP
  3. 3. SUCCESSFUL EXPERIENCE INVESTMENT APPLICANTS 3
  4. 4. FALL APPLICATION INTAKE • Free Workshops held Aug 28 & 29 • Register for workshops online • Applications accepted Sept 1 to 30 • Decisions due Oct 31 SEASONS • Primary focus warm winter & spring (Jan- May 2020) • Secondary focus summer & fall (Jun-Dec 2020) 4
  5. 5. Cultural Tourism Strategy WHERE WE FOCUS
  6. 6. How We Got Here Cultural Tourism Plan March 2018 National Tourism Plan October 2018 Working Group April 2019 Execute October 2019 100 Stakeholders Engaged 800 Stakeholders Engaged 3 Rapid Cycle Groups Convened 6
  7. 7. WHYSEGMENTATION? Who are they? Mostly childless professionals Graduate degrees and high paying careers They want: Culture , Nightlife and Entertainment, Culinary tours/experiences/local cuisine, Escape and Leisure Experience Enthusiast: • Take 6+ trips per year • Rely on reviews & recommendations from experts and friends • Engaged heavily online and with social media. Watch streaming TV and use radio apps • More likely to travel with friends or part of a large group • To get away from it all, they routinely travel to foreign settings where they enjoy museums, restaurants and exclusive hotels • More likely to book within 4 weeks of arriving in Bermuda 7
  8. 8. Experiences by Need State, Season SEASON MONTHS SEEKING EXPERIENCES WARM WINTER Jan, Feb, Mar SPRING Apr, May SUMMER Jun, Jul, Aug FALL Sept, Oct, Nov, Dec POSSIBLE LIKELY 8
  9. 9. Think like a visitor Innovation 9
  10. 10. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 10
  11. 11. Opening Hours MUSEUMS, GALLERIES & CULTURAL SITES
  12. 12. Volunteer Shortages Challenge  There’s a barrier getting volunteers for weekends and this impacts the consistency of hours at various locations.  Sometimes visitors show up to discovered shuttered museums, cultural sites.  Additionally, most volunteers are retired and willing to work during the week but not so inclined during weekends, when visitor demand is highest. 12
  13. 13. Cultural Experience Air Visitor Data Air Arrivals • The majority arrive between Noon and 4pm • These visitors average stay of 5.5 days • Friday and Saturday are the days when most air arrival visitors are on-island and available to take part in experiences Timing / Days • Friday, Saturday and Monday are the days that present the greatest volume opportunity • Monday is also a heavy on-island visitor day because it’s a residual build-up of people who arrived on Thursday, Friday and Saturday, but did not leave on Sunday • Sunday, Tuesday, Wednesday and Thursday are lesser volume (so they should remain a consideration)
  14. 14. DISCOVERDAYS Fridays Hamilton Saturdays St. George/St. David’s Sundays Dockyard Coordination of opening hours 14
  15. 15. Volunteer Shortage Recommendations  Ask adult volunteers for only 1 Saturday per quarter, research shows less truancy with smaller ask  Recruiting students as a fulfillment of community service hours for high school seniors  Opens possibility of weekend work for students who need the hours  Lowers average age of volunteers  Educates students on the island’s culture, heritage 15
  16. 16. FRIDAYS HAMILTON SUNDAYS DOCKYARD SATURDAYS ST. GEORGE’S & ST. DAVID’S GET LOST IN OUR CULTURE discover a different way of life 16
  17. 17. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island. Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 17
  18. 18. Cultural Tourism Research FROM OUR ONLINE VISITOR PANEL
  19. 19. What is the Visitor Panel? The Bermuda Visitor Panel consists of visitors to Bermuda who would like to provide their feedback to the Bermuda Tourism Authority and improve the on- island visitor experience. We aim to send out a survey to our panel members once a quarter.
  20. 20. How would you rate the importance of having cultural tourism experiences when you visit a destination? 43.2% 46.5% 7.9% 2.2% 0.3% Very important Somewhat important Neither important nor unimplortant Not very important Not at all important Top-Two Box Score: 89.7% Top-Two box score combines “Very Important” and “Somewhat Important”
  21. 21. Did you participate in any guided tours on Bermuda’s culture or heritage? 28.7% 71.3% Yes No Top-Two box score:
  22. 22. What is your level of interest in the following specific cultural experiences? 24.0% 43.7% 51.8% 40.7% 43.8% 44.7% 39.0% 45.0% 23.1% 8.4% 7.0% 10.9% 7.0% 2.7% 1.9% 2.8%3.1% 0.6% 0.4% 0.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Bermuda's black heritage Bermuda's maritime heritage Bermuda's architecture, homes and gardens Bermuda's British heritage Very interested Somewhat interested Neither interested nor uninterested Not very interested Not at all interested Top Two Box: 67.8% Top Two Box: 90.8% Top-Two box score combines “Very Important” and “Somewhat Important”
  23. 23. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island. Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 23
  24. 24. Innovation & Collaboration COMING TOGETHER FOR THE CULTURE
  25. 25. Architecture Tours • Guided walking tours • Dockyard, St. George & Hamilton • Schedule matches “Discover Days" • Booked & paid for online • Available at Visitor Services Centres 25
  26. 26. Way We Live Tour • Tours of distinct Bermuda homes, gardens and neighbourhoods • West, East, Central guided tour by bus • Meander through neighbourhoods and end at impressive, memorable property • Gov’t estates, Nat’l trust properties, vacation rentals, private homes • Examples: Aberfeldy, Somerset; Government House, Pembroke; Sandymount, Bailey’s Bay 26
  27. 27. UNCOVER SECRET ARTEFACTS Masterworks at Botanical Gardens • National Archives • Masterworks • National Gallery • Freemasons’ Lodge • National Museum Guided experience. Ideal for small groups. By appointment 27
  28. 28. Submit Your Cultural Tourism Experience GoToBermuda.com/BTA 28
  29. 29. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 29
  30. 30. Bermuda-Made, Bermuda-Inspired STIMULATE RETAIL
  31. 31. Elevating Bermuda’s Maker Movement Bermuda Perfumery, St. George • Perfume • Jewellery • Sandals • Rum, Rum Swizzle • Bermuda Shorts • Art & Crafts, Etc. • Guided Experiences (Ham, St. Geo, Dock) • Maps 31
  32. 32. Shopping Tour Criteria Core Criteria Beneficial Assets High-quality Bermuda-made or Bermuda-inspired items Service available after regular business hours Intimate shopping environment Capacity to ship items overseas CTA frontline staff NSSP certified Culturally distinct, differentiates Bermuda Compelling storyteller to greet shoppers 32
  33. 33. Submit Your Shopping Tour Experience GoToBermuda.com/BTA 33
  34. 34. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 34
  35. 35. THE BLACK EXPERIENCE STORIES OF THE AFRICAN DIASPORA
  36. 36. Innovated Black Heritage Tours  4 re-imagined guided tour experiences  Online bookable  New web content in development  Launch October 2019  October is Black History Month in UK  About a dozen black heritage sites included across these tours  2019 is 10-year anniversary of Sally Bassett statue unveiling Fall/Seeking Experiences 36
  37. 37. Sally Bassett Statue Unveiling 2009 37
  38. 38. Black Heritage Experiences Guide Location Origin # of Sites Mode Length Notes Rashida & Winston Godwin (Titan Express) Barrs Bay Park, Mary Prince home & Cabinet Office, Hamilton 3 Bus 1.5 hours October only. Fire theme. Special night tour to mark 10th anniversary of Sally Bassett statue. Juanita Jones (Island Tours) Dockyard VSC 5 Bus 5 hours (to/from Dockyard) South Shore hotel pick-ups along route. Guests get 30 mins to buy lunch in Hamilton. Kristin White Long Story Short, St. George 6 Walk or Bicycle 1.5 hours Enters Black History Museum. Adds Darrell House on request Rashida & Winston Godwin (Titan Express) Hamilton VSC 6 Bus 3 hours Starts in Nov, due to cruise season. Similar to popular Feb 2019 tour. Fall/Seeking Experiences
  39. 39. Marketing Inspiration 39
  40. 40. Black Traveller Sentiment Not at All Important Not Too Important Neutral Somewhat Important Very Important 29% 25% 7% 5% How important is the availability of African- American culture and history when deciding a vacation destination? 33% Top Two Box Score: 62% 40
  41. 41. Submit Your Black Heritage Experience GoToBermuda.com/BTA 41
  42. 42. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 42
  43. 43. Bookable Online VISITOR ACCESSIBILITY TO EXPERIENCES
  44. 44. Online Partners Winnow Island Tour Centre Premier Tix 44
  45. 45. Marketing Your Events & Excursions • Get BTAConnect Log-in • Provide Event or Excursion Details • Both listed on gotobermuda.com • Also available in Seasonal Visitor Guides • No cost to stakeholders 45
  46. 46. Submit Your Event Log in to BTAConnect Add Event Marketing Reviews & Approves Event is Posted on GoToBermuda.com 46
  47. 47. BOOKED Email marketing Airport Screens Visitor Guides Visitor Services Ctr. ARRIVAL Experience Marketing EVENTS CALENDAR TOURS & EXCURSIONS 47
  48. 48. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences 48
  49. 49. Key Non-Summer Cultural Experiences  Urban Cultural Exchange  Taste of Bermuda  Bermuda Pride  Supper Club  Gombey Festival  Christmas Walkabout  Bermuda Festival of Performing Arts 49
  50. 50. How We Execute Cultural Tourism Plan March 2018 National Tourism Plan October 2018 Working Group April 2019 Execute October 2019 50
  51. 51. Ready for Launch OCTOBER 2019
  52. 52. Key Dates WHAT WHEN Out Here Fall Guide Planning Session June 3 Cultural Tourism Stakeholder Meeting June 24 Cultural Tourism & Food Forum August 7 Out Here Fall Guide on the Street September 2 Cultural Tourism Launch Month October 1 – 31 Restaurant Weeks 2020 Jan 16 – Feb 1 Bermuda Festival of Performing Arts Jan 17 52
  53. 53. Food Culture THINK HORIZONTALLY IN 2020
  54. 54. Opportunity • 15% - 35% of travel budget spent on food and beverage – In 2018, Bermuda leisure visitors spent 23% of their trip on F&B • $58 Billion spent on F&B by US travellers in 2017 – 5.8% compound annual growth rate since 2012 • 93% of travellers considered food travellers; almost every visitor is food savvy • What are Bermuda visitors saying about food? Sources: Skift, WorldFoodTravel.org, 54
  55. 55. How important was it for you to have access to locally harvested food on your latest trip to Bermuda? 20.6% 46.9% 23.0% 7.3% 2.2% Very important Somewhat important Neither important nor unimplortant Not very important Not at all important Top-Two Box Score: 67.5% Top-Two box score combines “Very Important” and “Somewhat Important”
  56. 56. Did you specifically seek locally harvested food during your latest trip to Bermuda? 27.6% 72.4% Yes No
  57. 57. Would you be interested in any of the following food experiences? A food experience is a culinary offering which takes place beyond the ordinary confines of a restaurant. 24.2% 26.3% 23.5% 38.3% 33.9% 43.4% 38.6% 39.2% 14.3% 14.0% 19.2% 11.1% 18.9% 11.1% 13.4% 7.7%8.7% 5.1% 5.3% 3.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% Luxury Picnic at a park or beach Outdoor meal at a cultural site or monument Dining experience at a museum or gallery Dining experience at a private home or historic property Very interested Somewhat interested Neither interested nor uninterested Not very interested Not at all interested Top Two Box: 58.1% Top Two Box: 69.7% Top Two Box: 62.1% Top Two Box: 77.5% Top-Two box score combines “Very Important” and “Somewhat Important”
  58. 58. Food Harvest Calendar 58
  59. 59. Strategic Plan Objectives Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on- island Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the need states of visitors. Consider delivery to group market as well Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the shopping perceptions and assist retailers on-island Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including offerings focused on stories of the African Diaspora Leverage technology to support and promote cultural tourism development with an innovative use of social media, technologically advanced experiences. Also develop online bookable experiences Reimagine use of Bermuda’s abundant cultural and heritage sites to bring them alive 59
  60. 60. Bermuda Restaurant Weeks JANUARY 16 TO FEBRUARY 2, 2020
  61. 61. Restaurant Weeks 2020 RW 2020 Stakeholder Outreach RW 2020 Participation Form Deadline RW 2020 Menu Submission Deadline RW 2020 August 7-9 September 6 September 30 January 16 – February 2 GoToBermuda.com/BTA 61
  62. 62. Luxury Rose Garden Picnic  Date: Thursday, January 16 | Lunch  Eettafel & Lili Bermuda paired in a memorable culinary experience to launch RW 2020  Venue: Waterville, Rose Garden  Capacity: 60 people  Master Perfumer Isabelle Ramsay-Brackstone discusses how the island’s gardens inspire Lili fragrances. Plus food-fragrance pairings.  Discovery Wines to partner with wine parings  Locally harvested foods are the focus 62
  63. 63. Chef Eric Adjepong  Splashed onto culinary scene in 2019 – Season 16 of Top Chef on Bravo  The Ghanaian-American mesmerized audience and judges with his distinct West African cuisine  Planned to prepare a four-course meal that told the story of the Atlantic Slave Trade was dashed  Was eliminated. Finished 3rd. But his unique vision has been in high demand, chronicled in NY Times  Chef Eric invited to absorb Bermuda’s black heritage and prepare a menu that tells our story  Visits Bermuda in Aug 2019 on learning odyssey  Dinner Jan 24, part of Restaurant Weeks 2020 63
  64. 64. Commemoration of Slave Stories Cobbs Hill Methodist Church  Evening’s dinner to honour Cobbs Hill Methodist Church  Effort to raise the profile of this treasured cultural asset in the visitor experience  Church is part of island’s African Diaspora Heritage Trail 64
  65. 65. Transport Museum 65
  66. 66. Fish Fry Transportation Museum, Dockyard  Finale of Restaurant Weeks  Family Friendly  Lower price point  Local fish including lion fish (Greener message)  Local beverage brands like On De Rock & 9 Parishes  Live music 66
  67. 67. Location Horizontal Theme Zone Power, Kitchen Indoor Outdoor Event Capacity Date Notes Waterville Rose Bloom Lili Bermuda & Eettafel Central Y Outdoor 60 Jan 16 Rose garden picnic lunch. Media launch. Cobbs Hill Methodist Church Slave Stories Chef Eric Adjepong West - Central Y Indoor 75-100 Jan 24 Ceremony @ Church, dinner @ Warwick Academy Transport Museum Railway Trolleys to Mini Cars West Y Indoor 100+ Feb 2 Daytime fish fry Restaurant Weeks 2020 Reimagined Warm Winter/SeekingExperiences RW 2020: January 16 to February
  68. 68. EXPERIENCE LEAD SECONDARY WHEN Bermuda-made or Inspired tour David Marketing Team Fall 2019 Get Lost in Our Culture: Discover Days Evan Tashae Fall 2019 Secret Collections Tour Shannen Leonard Fall 2019 Sally Bassett Statue Anniversary Tashae London October 2019 Architecture Walking Tour Evan Glenn Fall 2019 ADHT Innovations Tashae London Fall 2019 Distinct Bermuda Homes Tour Keisha Heritage BDA Fall 2019 Transport Museum Fish Fry Keisha Leonard RW 2020 Black Heritage-inspired Dinner Tashae Glenn RW 2020 Rose Garden Picnic David Shannen RW 202068
  69. 69. Festival of Performing Arts COME TOGETHER
  70. 70. Origins • Founders – 1976 – John Ellison, first Festival Chairman – Sir Edwin Leather, Governor – Lord Yehudi Menuhin • Vision – “to provide opportunities to see and hear great artists in an intimate way that would otherwise never be possible in a small community like Bermuda”. • Target audience – Visitors – Community
  71. 71. Festival Mission Statement • Inspire - Outstanding talent - Diverse cultural appeal • Educate - Student & seniors’outreach programs - Workshops, master classes and mini performances + Q&A • Entertain - Programming - Fun, diverse program
  72. 72. Visitor Focus • Value • Convenience • Accessibility • Opportunities to mingle with Bermudians • Overall visitor experience Anecdotal results from audience surveys: “We come every year for the Festival. We love the intimate environment and get to watch shows we would find it difficult to get to in the US.” “We were visiting Bermuda and were very excited to hear the Queen's Six. We had listened to them online, and at the Royal Wedding on TV.”
  73. 73. 2020 - “Come Together” – Not a Beatles tribute – Performing arts – platform to bring people together in an increasingly polarized world
  74. 74. 2020 Lineup “Come Together” (sneak preview) • Naturally Seven - N7 • Alda Dizdari – Alda • Four Phantoms - 4Ph • Dianne Reeves – Dianne • Dayton Contemporary Dance Company – DCDC • Nobuntu – Nobuntu • …and much more! 
  75. 75. Opportunities • Growth opportunities for visitor market – Visitor awareness – marketing partnerships (BTA, Delta, Fairmont Southampton) – Programming – selection, timing – Alignment with BTA promotions, e.g. Restaurant Weeks • Expanded year-round programming – Summer – Fall • Residency workshops
  76. 76. Conclusions • “People never remember what you did, but they never forget how you made them feel” – Maya Angelou • Visitors and locals – shared experiences • Partnerships are important • Alignment of interests = > everyone wins! • Festival growth – visitor market • Inspire, Educate and Entertain
  77. 77. THANK YOU EXPERIENCE TEAM

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