Aviemore and the Cairngorms Destination Management Ltd.

Membership Information Pack

May2008

Aviemore and the Cairngorms Destination Management Ltd

ACDM Ltd

Inverdruie House

Rothiemurchus

Aviemore

PH22 1QH

E:

T: 01479 810200

WHO ARE WE?

ACDM is a not for profit private sector led organisation that operates in the Badenoch and Strathspey area with the objective:“to establish and maintain Aviemore and the Cairngorms - Scotland’s Natural Adventure - as a world class mountain destination making it a great place to live, work and visit …”

We work with three main objectives:

  • Business:
  • To undertake marketing activities that will encourage increased visitation and generate revenue for our members.
  • To work with businesses to enhance the customer experience so increasing the likelihood of return visits to the area.
  • Community:
  • To work with and support the communities and local organisations in developing the area as a destination.
  • Environment:
  • To promote and celebrate the culture, heritage and natural environment around us in a responsible manner.

WHY ARE WE DOING THIS

Tourism is now a competitive global business. Successful destinations are led by strong private sector groups based on collaboration and partnership working. We are looking to work with our members to deliver a focussed marketing and promotion plan that will generate revenue and increase our market share. A joined up private sector approach is potentially the most effective way of working with our public sector partners.

WE HAVE CHANGED

Over the past few months we have reviewed how we go about our business and now offer tourism businessesacross the Badenoch and Strathspey area a more focussed business to business service. We are seeking to develop a sense of belonging where businesses will feel that they are part of a movement that is acting in their very best interests. In addition we are making the DMO more accessible to all businesses by;

  • Lowering our membership fees.
  • Providing a new portal website designed to drive demand to our members.
  • Providing ‘buy as you go’advertisingopportunities to suit your promotion budget.
  • Publish the local What’s on in the best interest of local businesses.
  • Opening up access to the web portal to all business.
  • Continued support and promotion of community websites.
  • Opening access to the ACDM Board.

WHAT’S IN IT FOR YOU?–it’s about driving demand and enquiries to your business

Marketing the area and your business

  • A new website portal with the sole remit to promote tourism in the area from Grantown and Cromdale to Laggan and Dalwhinnie.
  • Free placement for all customer facing businesses.
  • New updated members pages on the website driving more traffic to your site
  • Consistently top ranked tourism web-site in the area.
  • Up to date pages promoting events in your area.
  • All year-round PR campaigns hosting of press trips and feature writers
  • Opportunity promote your business: on line, in leaflets and in advertising campaigns
  • Be part of product packaging initiatives with events and festivals

Business Intelligence

  • Be part of the business barometer and tourism surveys giving trends and an insight to local business confidence and consumer trends.
  • Preferential access to a series of business development meetings throughout the year
  • ACDM newsletter and business news.
  • Access to up to the minute national tourism issues of interest.
  • Be on the inside when it comes to market and consumer trends.

WHAT’S IN IT FOR THE AREA?

  • ACDM works to support and assist community interests.
  • ACDM brings in sponsorship and grants to support community projects.
  • ACDM sits on national tourism steering groups talking up your area.
  • ACDM represents your interests at local levels sitting on committees, groups and partnership bodies.
  • ACDM contributes to the combined voice of the private sector with the Chamber of Commerce.

CURRENT ACTIVITIES ON YOUR BEHALF

The following outline some of the activities we are involved with:

  • Forwarding customer enquiries from web portal to member businesses.
  • Planning the 2008 promotional campaigns.
  • Assisting the ACDM Outdoor Activity Providers and Golf groups.
  • Placing adverts in 2008 promotion magazines with partner businesses.
  • Planning for 2008 Visitscotland Expo and Outdoor show.
  • ACDM CEO sitting on national tourism strategy steering group.
  • Delivering the first Tourism Business Confidence Barometer for the area.
  • Launched the new DMO Community and Tourism Small Grants Scheme.
  • Representing tourism interests in a wide range of public sector meetings.
  • Developing business workshops for 2008
  • Developing staff training schemes for 2008.

HOW DO I SIGN UP?

It’s easy to become part of the DMO where you can join the growing number of businesses taking advantage of our activities. Fees are based on basic entry level rate set against turnover bands.

  1. Fill out the registration form detailing which category of business you fall within and what turnover band is applicable to your business.
  2. Submit your registration form and we will forward to you log on details to access your own section of the website where you can upload your details.
  3. The DMO will then create a live listing on the website.
  4. You now have the ability to edit your own page.
  5. You can then access additional ‘buy as you go’ marketingopportunities where you choose the level of promotion and advertising that suits your business.

Turnover / £65k / £150k / £200k / £300k / £400k / £500k / £600k / £700k / £1m / £1m+
New / £85 / £150 / £200 / £300 / £400 / £500 / £600 / £700 / £1,000 / BA
Subs
Old Subs / £250 / £250 / £250 / £500 / £500 / £750 / £750 / £750 / £1,250 / BA

Fees are subject to VAT

To be a part of ACDM we ask that you join one of the following sector groups:

  1. Serviced accommodation 1-8 rooms
  2. Serviced accommodation 9+ rooms
  3. Self Catering, Camping & Caravanning & Hostels
  4. Outdoor Activity Providers
  5. Golf
  6. Attractions
  7. Food, Beverage & Retail
  8. Business Tourism

The DMO Board

The board of directors will consist of both appointed and nominated individuals with business interests within the DMO area. The board will consist of one nominated representative from each of the product sector groups, one member from the Cairngorms Chamber of Commerce and up to two further appointed members.The chairman will be appointed by the board.

The board will:

  • Establish the mission, vision and business plan.
  • Provide overall strategic direction.
  • Appoint the chief executive who is accountable for meeting the board’s expectations.
  • Reviewing the activities of the DMO against the strategic objectives.
  • Reviewing and approving the annual report, including the financial statements.
  • To act a voting member of ACDM Ltd.
  • To comply with the terms of the Articles of Association of ACDM Ltd

CharterAgreement

To clarify what you should expect from us and in return what we expect from you the following charter agreement has been drawn up.

You – the member

  1. Be a tourism or consumer facing business that derives turnover from consumers who visit the ACDMarea.
  2. The DMO supports national quality assurance schemes and ask that you are registered with a nationally recognised quality assurance scheme appropriate for the sector if one exists. If you are not a member of the scheme we seek that within one year you will have made some visible move to join such a scheme or have sought to attend business improvement programmes.
  3. To support the agenda of improving the visitor experience.
  4. Whenever possible support and recognise the benefits of purchasing supplies from local sources.
  5. Participation in the ACDM Tourism Business Barometer survey.
  6. Participation in the ACDM Visitor Survey.
  7. Sign up to any ACDM sector specific Code of Practice. (currently Golf and Outdoor Activities groups)
  8. To keep your content on the DMO website up to date.
  9. Respect other businesses by joining at the level that fairly reflects your turnover.
  10. Paying fees and advertising invoices within 30 days.

Us – the DMO

As a membership based organisation our mission and role is to drive visitation and generate revenue opportunities for our members. All of our activities must provide value and a return on members’ investment.

  1. To drive customer enquiries to member businesses as our utmost priority.
  2. To promote tourism in the area from Cromdale to Dalwhinnie in a fair and equitable manner.
  3. To distribute customer enquiries in a fair and equitable manner.
  4. To provide strong leadership and direction.
  5. Publish throughout the year the Whats on magazine.
  6. Provide a range of fair and open advertising opportunities to members.
  7. Encourage more businesses to join the DMO and participate in our programmes.
  8. To promote the agenda of improving the customer experience.
  9. To represent the best interests of tourism businesses in all that we do.
  10. To support community tourism initiatives.
  11. To apply and set a fair fee structure that reflects the turnover of your business.
  12. Offer fair and open access to promotional and marketing activities.
  13. To operate in a responsible manner seeking to celebrate the natural environment of the area.
  14. Non payment of fee on 90 days will result in business being taken off the website.
  15. During the year we will:
  16. Communicate to members businesses through 12 DMO newsletters.
  17. Provide to all business open a transparent website traffic statistics.
  18. Host 3 business meetings.
  19. Work with a wide range of partners to bring targeted business improvement programme to members.
  20. Host Product Group meetings to assist in furthering the interests of the product group member businesses.
  21. Deliver 1 Business Plan.

Company Registration Form

Name of Company

Contact Address(including postcode)

Description of your business (This text will be used on our newsletter additional information will be requested for web listings)
How did you hear about us?

Contact Name

/ Second Contact

Position

/ Web
Telephone / Email
Fax No. / Mobile

Business Category Details

Product Group:
Please circle /
  1. Serviced accommodation 1-8 rooms
  2. Serviced accommodation 9+ rooms
  3. Self Catering, Camping & Caravanning & Hostels
  4. Outdoor Activity Providers
  5. Golf
  6. Attractions
  7. Food, Beverage & Retail
  8. Business Tourism

Turnover Band
Please Circle /
  1. Up to £64,000
  2. £65,000 - £150,000
  3. £151,000 –£300,000
  4. £301,000- £500,000
  5. £501,000 and over

Please state business awards/Visitscotland grading for your business
An invoice will be raised on receipt of application

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Aviemore and the Cairngorm Destination Management Ltd.

As a member of Aviemore and the Cairngorms DMO your business is offered the following web based promotional opportunities:

MEMBERSHIP BENEFIT - included in your annual fee

  1. Basic Listing on the website(Constant – 12 months)

Entry within the category section of the website that applies to your business.

  • Inclusion of a thumbnail Image.
  • Line entry in the category page appropriate for your business.
  • You have the ability to update details 365 days of the year through your own secure administration section.
  • Name of Business, Postal Address, telephone, email and direct link to your own webpage within the DMO website.
  • Inclusion of quality grading logos appropriate to your business.
  • Inclusion of ‘book online’ button to connect to you own online booking service.
  1. Own Page Feature – accessed via your listing on the sector page

Full page on the website site featuring your business:

  • Up to three images of your business.
  • Limitless copy on your business (self editing).
  • Ability to post last minute offers that will also appear on the main site offers page.
  • Contact details (self editing).
  • Google map and directions to your business.
  • Direct link to your own website.
  1. Search Feature –

As a member of the DMO your business you will be fully integrated into the search functions that power the visitaviemore site.

Up to three images of your business.Searchable functions direct to you page on the visitaviemore website.

  • Geo coded, i.e. an accommodation page will have local places to eat, attractions, shop and activities listed.

Please note that all basic listings and enhanced listing will rotate in a random manner and not in alphabetic sequence on the sector page so to offer a fair opportunity for all business.

WEB ADVERTISING OPPORTUNITIES – in addition to your annual fee

Box Advert – located in left column on all pages.

  • Copy and format of advert fixed for duration of display
  • Assistance with design and layout of advert
  • Name of Business, Postal Address, telephone, email and direct link to your own website
  • Inclusion of quality grading logos

Skyscraper – Tall advert panel on right hand side of all pages – rotating adverts (10 seconds each)with up to a maximum of three advertisers.

  • Located on right hand side of home page.
  • Link to direct to your own webpage.
  • Design supplied by you to page specifications.

Enhanced Listing – Featured boxed listing in main listing within sector pages.

  • Tinted listing box
  • Enhanced listings always appear at the top of the sector

Size / Period / Monthly / Slots
Box Advert / 125x125px / Calendar month / £100 / Max of 3 spots, fixed and on show at all times
Skyscraper / 129x600px / Calendar month / £300 / Up to 3 slots, random rotation
Enhanced business listing / Sector listing panel / Calendar month (minimum period 3 months) / £30 / Fixed and on show at all times, displayed in random sequence

Every advertiser will receive a full list of monthly traffic click through and web site traffic statistics.

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