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Home , Butchart Gardens, Garden tourism

Garden and Collaboration Among Public presented by Gardens BC’s Tourism Marketing Coalition

Dave Cowen , The Butchart Gardens President, Gardens British Columbia Chair, Harbour Authority Past Chair, Tourism Victoria Outline

Introduction of Gardens British Columbia 1. History & Structure 1. Gardens British Columbia 2. Canada Garden Council 2. Our Value Proposition 3. Sector Development Process 4. Current Marketing Strategies 5. Looking Ahead & Key Take-Aways Why Would The Butchart Gardens Join GBC?

Because Butchart is part of the Tourism Ecosystem, and we want to grow… 1. So, we want to be part of a thriving garden attraction cluster 2. A cluster nested within a well-run destination 3. A destination that is well-positioned within our region of NW North America, all of North America and the World! How Does GBC Define Our Destination?

We see ‘our destination’ in three levels: 1. City a. Vancouver Group b. Victoria Group 2. Provincial – BC Garden Route 3. National – Canada Garden Route

What is Gardens British Columbia?

Since 2008 a coalition of public gardens working together to promote visiting and experiencing British Columbia’s diversity of gardens and garden experiences.

GBC Structure

• 10 Member Gardens in two clusters, lots of sweat equity, occasional paid staff member • Incorporated Society giving clear governance structure • Umbrella member of the Canada Garden Council • Through CGC we connect to the International Garden Tourism Network GBC History

1. Founding as a Non Profit Society in 2009 was important to establish the rules of collaboration 2. Simple Membership Criteria & Mission 3. Sector Development Process with DBC • Excellent consultant and researcher • Situational Analysis • Strategic Marketing Plan GBC Membership & Revenue Model

• $1,000 for website and Social Media exposure • Plus opportunity to buy into additional leveraged advertising initiatives • Eligible for matching funding from Destination BC • Flexible structure to allow membership growth • Developing advertising sales and revenue partnerships

GBC Key Annual Outputs

• Based on initial strategy: – Sector Tourism Development Activities – Ongoing Development of Brand Identity – Nurturing partnerships & International Agreements – Attend key trade and consumer shows • Website • Social Media • Garden Days • Garden Trail Brochure

GBC Value Proposition

1. Opportunity to learn about tourism together 2. Opportunity to benefit from helping to professionally develop Garden Tourism into a funded tourism sector where Member’s marketing money could go twice as far 3. Opportunity to further leverage with DMO”s at the city, provincial and national levels 4. …and leverage even further through the national and international garden tourism sectors

Canadian Garden Council

www.gardencouncil.ca Canadian Garden Council

• Manages a variety of programs that promote gardens, garden tourism and on a local, national and international basis • Board Members From: 10 provinces, the Canadian Nursery Landscape Association and Communities in Bloom • Member-based national organization

Canadian Garden Council

1. The Butchart Gardens, Victoria B.C. 2. Dr. Sun Yat-Sen Gardens, Vancouver B.C. 3. University of Alberta Devonian Gardens, Edmonton AB 4. Assiniboine Park Conservancy, Winnipeg MB 5. Niagara Parks , Niagara Falls, ON 6. Royal Botanic Gardens, Burlington ON 7. Toronto Botanic Gardens, Toronto ON 8. Montreal Botanic Garden, Montreal, QC 9. Reford Gardens, Grand Metis, QC 10. Kingsbrae Gardens, Andrews NB 11. Halifax Public Gardens, Halifax NS 12. Annapolis Royal Public Gardens, Annapolis Royal, NS 13. Memorial University of Newfoundland Botanical Garden, St. John’s NL

Canadian Garden Council

• Instrumental in setting national vision, organizing Garden Tourism Coalitions in each Province • Instrumental in helping found the International Garden Tourism Network – Based on Pascal Garbe’s founding of the International Garden Tourism Conference held annually in Metz, France

The Canadian Garden Council manages:

1. National Garden Route Canada’s most comprehensive listing of garden experiences www.canadasgardenroute.ca 2. National Garden Days A country- wide, three-day celebration of gardens and gardening www.gardendays.ca 3. North American Garden Tourism Conference www.gardentourismconference.com 4. Canadian Garden Tourism Awards And the Top 10 North American Gardens Worth Travelling For

The Canadian Garden Council manages:

5. Garden Route Participation at Canada Blooms A collection of gardens exhibiting as a cluster at Canada’s largest consumer show in Toronto 6. 2017 Garden Boulevard in Ottawa An association of Ottawa gardens collaborating to celebrate Canada’s 150th birthday 7. And other key projects/opportunities as they arise And they are arising! Collaboration with China, marketing studies, etc. The Canadian Garden Council works in collaboration with: • Provincial Affiliates: • Gardens BC • Garden Tourism Coalition • Quebec Garden Association • Landscape Ontario Trades Association • Canadian Nursery Landscape Association • Member of: • International Garden Tourism Network ( IGTN) • Tourism Industry Association of Canada • Partnership • American Public Garden Association The Canadian Nursery Landscape Association

The Landmark Group, Ontario Communities in Bloom A Canadian non-profit organization committed to fostering civic pride, environmental responsibility and beautification through community involvement. It promotes the challenge of a national awards program with focus on the enhancement of green spaces. EXPERIENCES BC Sector Development Program

• Experiences BC is designed to help identify and assist Sector Associations or Sector Consortiums in their efforts to develop and promote a market-ready tourism product across BC. PROVINCIAL STEERING COMMITTEE

• Milner Gardens • Horticultural Centre of the Pacific • The Butchart Gardens • Dr. Sun Yat Sen Classical Chinese Gardens • Communities in Bloom • Tourism • UBC Botanical Garden • Minter Gardens • Van Dusen Botanical Gardens • Tourism Vancouver • Royal Roads University • Destination BC • Tourism Policy Branch – Ministry of Tourism Insight Provided By Destination British Columbia

CTC Garden Tourism Data Based on Explorer Quotient data, traveler appeal for visiting public gardens among key markets is as follows:

1. Australia Overall Appeal (2012): 57% 2. UK Overall Appeal (2012): 48% 3. France Overall Appeal (2012): 60% 4. Germany Overall Appeal (2012): 55% 5. Canada Overall Appeal (2011): 5% 6. USA Overall Appeal (2012): 56%

Estimated size of this market: 14, 435,000 Insight Provided by Destination British Columbia

EQ Traveler Characteristics For Garden Visitors • Love of constant and continuous opportunities to immerse themselves in the culture, people and settings of the places they visit. • Seek travel opportunities that afford learning and personal growth • Are environmentally and socially responsible and seek everyday cultural experiences while visiting their destination (like to go where locals go) • Higher than average future trip intentions, tendency to stay longer, spend more and have higher than average education

Insight Provided by Destination British Columbia

Findings From TAMS 2006 • Overall 13.7% of US and 17.6% of Canadian pleasure travelers had visited a garden theme attraction • Garden visitors are active travelers and participate in a wider than average variety of cultural, entertainment and outdoor activities

OUTCOMES: Situation Analysis

• To measure impact had to define garden tourism as an attraction or activity that drove an overnight stay • BC Garden Tourism Sector: $300 million annual revenue • 10,000 full time and seasonal employees

Outcomes: Situation Analysis

• Estimated 50-100 gardens actively marketing their experience to visitors; mix of public vs private, paid vs free and dozens of garden types, including botanical, herb, woodland, floral show, educational, food, lavender, Japanese, Chinese and tropical Outcomes: Situation Analysis

Opportunity • Partnerships among gardens and packaging with complementary activities to create new authentic cultural experiences for existing target market Outcomes: Situation Analysis

Opportunity 2017 • Canada’s Sesquicentennial offers a unique opportunity to celebrate Canada’s Public Gardens • …and is a unique opportunity to affirm ‘the green garden’ as a Canadian cultural value and our Public Gardens as valued cultural assets OUTCOMES: Marketing Plan

Objectives • Increase visitor volumes and spending at BC garden tourism operators • Increase Net Promoter Scores for BC garden tourism experiences

Outcomes: Tourism Marketing & Development Plan

Geo Markets: BC, AB, WA & International Target Segments 1. Garden enthusiasts 2. Naturalists & Wildlife fans 3. Heath & Wellness travelers 4. Arts & Culture seekers 5. Touring, walking/hiking, weddings Outcomes: Tourism Marketing & Development Plan

Target Segments 1. Locals (including attitudinal segmentation: those not into gardens and motivated by other activities) 2. Visiting Friends and Families 3. Leisure Travelers (FIT & Group)

Our Way Forward

Strategy 1: Increase the quality of the visitor experience 1. Develop garden tourism experience standards and best practices 2. Develop garden cluster product experiences and itineraries throughout BC 3. Create new product experiences and enhance existing ones to attract new markets 4. Work with complementary product sectors to develop packages Our Way Forward

Strategy 2: Increase awareness of BC as a garden tourism destination 1. Develop the Gardens BC brand and story 2. Develop an annual content and communication calendar 3. Create a significant online presence 4. Implement a garden tourism integrated marketing campaign targeted to BC residents 5. Utilize media relations and key influencers to increase marketing reach Our Way Forward

Strategy 3: Work in partnership to extend marketing research and effectiveness 1. Fully leverage DMO marketing opportunities at all levels 2. Develop garden sector marketing partnerships and programs 3. Attract and host garden conferences, exhibitions and gatherings 4. Continue friendship agreements with Korea & China

What We’ve Learned About Garden Tourism Coalitions

1. Structure is important 2. Value Proposition must evolve 3. Tourism Partnerships Catalyze Growth 4. National Garden Tourism vision inspires coordinated sector growth

- Thank You - Presented by: Aimee Beam, Sr. Marketing Communications Associate at Longwood Gardens Erin McKeon, Public Programs Manager at Chanticleer

Brief History

Founded in 1989 – Led by Paul Meyer, Morris

In 1999 member gardens began paying an annual due Through 2013 – Part-time coordinator managed GPG Today – Led by a strong and dedicated volunteer MarComm Committee & Executive Committee

Structure

34 Member Gardens

Annual due structure ranging from $500- $1,500+

Annual Member Meeting & Monthly e-mail Communications

Member Gardens Hortulus Farm & Garden Jenkins Arboretum Arboretum at the Barnes Foundation Ambler Arboretum Awbury Arboretum Longwood Gardens Barton Arboretum Morris Arboretum Bartram’s Garden Mt Cuba Center Bowman’s Hill Wildflower Preserve Nemour’s Mansion & Garden Brandywine River Museum of Art Pennsylvania Cabrini College Campus Society Camden Children’s Garden The Philadelphia Zoo Centennial Arboretum Scott Arboretum Chanticleer Shofuso Hagley Museum & Library Tyler Arboretum Haverford College Tyler Formal Gardens Henry Botanic Garden Welkinweir Henry Schmieder Arboretum Winterthur Highlands Mansion & Garden Wyck

MarComm Charge

Engage members

Create social media campaigns & on-site engagement tools

Leverage tourism, media, and partner opportunities

Develop exciting ad campaigns

3-Year Marketing Plan

Brand Refresh & The Launch of “America’s Garden Capital”

Multi-channel Marketing Approach

Print Communications Editorial Content with our Print Ads Targeted Radio Campaigns Online Ads Collective Social Media Campaigns

Brochure

WHERE Magazine

;Co-op with Brandywine Valley CVB Amplifying Our Collective Social Media Voice

#AmericasGardenCapital Results 2015

Everyone Sharing the Same Message = Big Impact #AmericasGardenCapital Spread Beyond Our Member Gardens! #AmericasGardenCapital Stronger Than Ever Search our hash tag at americasgardencapital.org #AmericasGardenCapital National Public Gardens Day 2016 National Public Gardens Day Social Media Campaign

12 Facebook Posts, 425 Likes, 100 Shares 11 Tweets, 45,000 Impressions 7 Instagram Posts, 1,200 Likes #AmericasGardenCapital National Public Gardens Day 2016 Visitor Engagement Tools

What’s Next for America’s Garden Capital

Economic Impact Study Partnering with Center City District

Economic Impact Study

Grabs the attention of CVBs and national & international tourist groups

A seat at the table with government funders

Member gardens can use results to their advantage

EIS Throughout 2016

Contracted Econsult Solutions to conduct the study

Now in data collection phase: Member Gardens are conducting internal and visitor surveys

Communicating Our EIS Results

Results & report expected to be complete in August

Contracted communications firm to develop PR & communications action plan

America’s Garden Capital Day, Fall 2016

Regional garden day celebrated by all member-gardens

Timed with the launch of our EIS results

Public Display in Philadelphia

Partnering with Center City District

Create a place to gather and promote garden tourism & America’s Garden Capital

DilworthDilworth Park,Park Winter 2016 Marnie – 1 big goal bring awareness to Center City

Stakeholder meetings Design concepts Applied for grant funding in partnership with CCD

Our Goal: Make America’s Garden Capital go viral Key Take Aways Structure and stakeholder participation is important The value proposition must evolve as the organization matures Partnerships can catalyze the development A national garden tourism vision provides a coordinated growth framework for regional garden tourism

Thank you! Aimee Beam, Longwood Gardens [email protected] Erin McKeon, Chanticleer [email protected] Dave Cowen, Butchart Gardens [email protected]