This guide is designed for organizations,
non-profit groups and businesses in the Kootenay-Boundary region
who are interested in developing heritage tourism products. Intended
users may include: historical societies, museums, arts councils,
friends' societies, development organizations, economic development
commissions, chambers of commerce and businesses.
As tourism development projects
face a challenging period in light of widespread government funding
cutbacks, non-profit organizations need to adopt a more "business-like"
approach to project development in order to increase the viability
and potential success of their projects. The Guide defines the key
steps to successfully develop a heritage tourism project.
Step 1:
Form a project committee.
Organize a planning workshop and
involve people right from the beginning. This will achieve some
level of consensus and support for your idea, and will make the
development process smoother and more successful later on. Public
participation will foster community support, which is essential
to your project's success.
Step 2:
Set objectives for the project.
Envision what your project will
look like when it is completed - the end result is your goal.
Step 3:
Conduct a heritage tourism inventory.
Compile a list of all the attractions,
resources and services in your community. It will help you to identify
the facilities, services and resources that you have and what needs
to be added, improved or expanded. Also take into consideration
land use and safety issues.
Step 4:
Develop a concept for your project.
Compare the results of Step 2 and
3. Ask yourself if you are providing visitors with something unique.
Are new partnerships possible? Do you need to make any changes to
the project or to the Committee? Once complete, you are ready to
prepare the Project Concept, a detailed description that clearly
states what your project is all about to both those working on the
project and outside of it.
Step 5:
Lay out an action plan - including
workplan, timelines and priorities.
The organization committee structure
can be defined at this point. You will also need to set out what
is to be done (workplan), by whom, and when (timeline). Items may
include: financing and fundraising, site development, marketing
and promotion, market research, volunteers, conservation and heritage
ethics, and project management.
Step 6:
Identify your target market.
Describe who your visitors or customers
are in detail. How do you find out about them? What do you need
to know about them? How do you communicate with them to let them
know you exist?
Step 7:
Analyze the strengths/weaknesses/opportunities/challenges
(SWOC).
Take a step back to look at the
complete picture. By identifying SWOC factors, you will be able
to capitalize on the strengths, but be aware of the weaknesses,
while you develop the opportunities and tackle the challenges.
Step 8:
Design a marketing plan.
Identify the methods and techniques
for creating demand and/or persuading and informing people to buy
a product or service. The nine elements of a comprehensive marketing
plan include: product, programming, positioning, packaging, promotion,
place, price, people and partnerships.
Step 9:
Perform the financial analysis.
Involves the determination of: start-up
and capital development costs, cash flow forecast, projected or
pro forma income statements, and funding sources/partners. The financial
analysis will tell you whether the project is feasible or whether
changes are required to the project concept or the financing arrangements.
Step 10:
Make the go/no go decision.
Is the project, as proposed, viable
or are changes required to make it more feasible?
Step 11:
Prepare a visitor services plan.
This is a plan that outlines how
you will ensure that quality and service are #1.
Step 12:
Devise a conservation plan.
As heritage resources are fragile
and should not be over-developed or over-exploited, a plan needs
to be in place to balance demand and the conservation/protection
objectives for the resource.
Step 13:
Launch and promote your project.
Announce and promote your project
- to generate community support.
Step 14:
Monitor the progress of your project.
A plan is dynamic and is continually
adjusting. Is it working? What needs changing and/or improving?
The process identified in this guide links the principles and values
of heritage conservation with a business-like approach to the planning,
development, packaging and delivery of heritage tourism products
with a strong regional impact. As well, case studies illustrate
a sampling of successful heritage tourism products in the Kootenay-Boundary
region. Appendices provide definitions, resources, contacts and
practical ideas that will be valuable throughout the development
process.
