bringing brighton together - how brighton's cultural venues worked together to create a...
DESCRIPTION
A presentation by Janita Bagshawe, Head of Royal Pavilion & Museums on how the City of Brighton has developed a close working relationship across key cultural venues (Brighton Pavilion, Theatre Royal, Fabrica, Brighton Dome etc) in order to develop a cohesive visitor offer (Brighton’s Cultural Quarter). The presentation was one of several presentation made at a one day workshop that looked at the issue of museums and tourism. The event, called Working Together, took place at the Historic Dockyard in Portsmouth on 8th November 2011 and was organised by The Tourism Company and SAM Ltd. The workshop is part of a broader campaign, funded by Renaissance, to help museums in Hampshire and the Solent to work together to promote themselves to tourists.TRANSCRIPT
Bringing Brighton Together
How museums and the tourism industry can work
together to get more visitors
Brighton 250 years of tourism
Brighton and Hove City by the Sea Tourism
• Population 0.25m• 8.165 million tourist visits in 2009• Day visits 60% of which 41% from
home; 19% holiday bases outside city
• 72% ABC1• 83% domestic• 19% visiting friends or family
The Royal Pavilion
The Museums
0
50000
100000
150000
200000
250000
300000
350000
2007-08 2008-09 2009-10 2010-11
RPBMAGHMAGPrestonBooth
Context for change
• Numbers declining• Huge competition• Marketing no longer effective• City marketing• Product not attracting PR• Systems/customer interface not
working
Addressing the problem• Look at what tourists want• Look at who could help us• Look at our marketing• Look at our processes and customer
experience• Look at our offer
The visitor experience
Why do they come
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10
20
30
40
50
60
%
Shopping
Pier
Beech
Friends/f
amily
Others
Museum/gall
ery
Theatre
/conce
rt
020406080
100120140160
What is the Pavilion’s most important function
Which Markets and what do they want
•A day trip•Mix of activities •Groups•Visiting friends
Who/What can help•Tourism •Businesses•Cultural
organisations•National
events•Anniversaries
New Marketing• Print reviewed and targeted at
particular audiences• Web marketing• Social media- 2,000 Twitter; 320
Facebook • App launched October 2011• image library views 73,000 a month• 18,000 read RPM Blogs
Business Partners
Make the technology work
Systems and processes•Bookings•Ticketing•Pricing•Web
Discover, enjoy & learn
Brand
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5
10
15
20
25
30
35
Royalty
Histor
y
Touris
m
Archite
cture
India/
East
Garden
s
Museu
m
Art & cu
lture
Brighton
Icon
Don't kn
owOthe
r
VisitorsResidents
Brand
Origin of visitors
Brighton & Hove Residents Elsewhere in UK Overseas Total
Royal Pavilion 21,935 136,218 155,207 313,360
Brighton Museum & Art Gallery 58,423 111,905 54,379 224,707
Hove Museum & Art Gallery 21,825 14,255 8,462 44,542
Booth Museum of Natural History 18,063 6,462 1,845 26,370
Preston Manor 4,799 7,830 650 13,279
Total 125,045 276,670 220,543 622,258
Tourist attraction ?
Tips•Programming•Press •Partnership