Joint Food & Drink and Tourism Network Steering Group

Joint Food & Drink and Tourism Network Steering Group

Joint food & Drink and Tourism Network Steering Group

Notes of Meeting

Thursday 3rd December 2015

Present:

KrishBhetuwal, Martin Caldwell, Brian McDonald, Elaine Booth, David Wright, Jimmy Buchan, PeppeLepre, Dave Simmers, Edward Obi, Katrina Dunbar, Kris Lovie, Chris Rae, Julia Bryce, Elaine Sutherland, Maurice Sutherland, Craig Webster, Amy Marsh, Jeff Riley, Graeme Fraser, Stuart Common, Michael Hammond, Andy Lowe, Angela Patton, Simon Ovenden, Trish Swan, Ryan Candy, Amanda Aitken, Patrick Hughes, Wayne Mo, Fiona Anderson, Julia Leitch, Lynne Houston, Adrian Gomes, Lorraine Smith, Elena Sargeant, Beverley Tricker, Chris Turner, Jennifer Britwistle, Richard Booth, Moira Gash, Peter Medley, Nikki Morris, Matthew Quinn, Phillip Smith, Julie Brander, Jenna Ciancia, Claire Gordon, Mary Holland, Lee-Ann Stewart, Imogen Sheritt

Apologies:

Alan Rowe, Henry Taylor, Jennifer Green, Stewart McCulloch, Jasdeep Singh, Anne Martin, Gavin Tannock, Carol Wright, Michael Hughes, Jim Chapman

Welcome & Introduction

Philip Smith, Regional Director of VisitScotland and Chair of the Tourism sector network group welcomed all in attendance. Philip gave thanks to the AECC for hosting along with a health & safety notice.

VisitScotland Priorities for 2016

Matthew Quinn, Senior Insight Analyst of VisitScotland joined the group to give a presentation on the update of tourism trends for 2016. Matthew started by explaining a bit about what VisitScotland do as an organisation –

  • Tourism statistics
  • Bespoke research for the tourism sectors including transport, national parks, food & drink and sports tourism
  • Visitor research including demographic analysis and international market profile
  • Trends and insights through monthly snapshots and annual trend reports

Matthew then shared some statistics relating to Food & Drink in Tourism –

  • The food and drink industry in Scotland is worth £13.9bn a year, the target is to grow this to £16.5bn by 2017
  • 40% of visitors who come to Scotland buy food or drink to take home with them
  • Scotland generates over £2.5m per day through food and drink tourism.
  • Visitors to Scotland spend 21% of their holiday budget on eating and drinking
  • 49% of people visiting Scotland want to try local food (Scotland Visitor Survey), 30% want to visit a pub, 20% a distillery and 20% want a picnic or BBQ
  • Food and drink and tourism are inextricably linked - 82% of the wines and spirits industry (£95m) can be attributed to tourism

Matthew then gave the group an overview on the key trends for 2016 which include –

  • Honesthicity - ‘Authentic’ experiences are being developed within the minds of the consumer, and we need to meet their expectations. When we don’t consider our customers perspectives, we run the risk of resulting in a tainted view of a real authentic experience. Tourism professionals may be aware that although consumers have different ideas of what authenticity is when considering a tourism product, it should be noted that consumers are also searching for honest authenticity.
  • Travennial-Generation - Recognising the importance of youth.Other than the over 65 market, the 16-24 demographic stay the longest in quarter 1 on average than any other domestic demographic.Actively look to avoid peak holiday travel times. Younger demographics are perceived to have little disposable income and cost conscious, but are seeking quality experiences, and have money to spend.They are environmentally driven and believe in the sharing economy.
  • Overpersonalisation - Protecting the Joy of Discovery. Consumers are becoming more aware of personalised marketing. Consumers still want to be in control of their purchase decisions and want to seek unique products and experiences.
  • Life Under the Micro Lens - Adaptable Products for a Flexible Life.Consumers today are seeking flexibility within their experiences to cope with their fast paced lives. The adoption of micro products has driven interest in a variety of sectors from accommodation, food & drink, as well as textiles. Micro products feel more personal to the consumer.
  • Emotiveography - The Emotion of an Image. Capturing images or feelings of a particular time and place. This is generated by geotagging photographs or ‘smoasting’ (internet boasting), and helps to generate ‘feelings’ of a location. Highly utilised through apps such as Instagram, Facebook, and Twitter, consumers can feel emotionally connected to an image, and can be used as a motive to travel to a particular destination. The desire to take similar photographs may also entice consumers to travel to certain destinations, which then creates the need to repeat the cycle by ‘smoasting’ their own images.
  • Seeking Famili-ference - Escapism that isn’t a world away. You don’t have to be remote to get away from the familiar. Consumers don’t need to travel to distant locations to experience ‘off the grid’. Many urban areas are littered with opportunities for ‘escapism’, which could simply be public parks, botanical gardens, or roof terraces and beer gardens. Alternatively, consumers can seek out off-grid locations within rural locations, such as ‘Gretna Gateway’. This gives consumer the feeling of being away from urban traffic, while undertaking more urban pursuits.
  • The Return of The Original Trendsetters - Recognising The Real Consumer.The baby boomer generation want to continue to benefit from the lifestyles they created and defined in popular culture. The generation that created the era of trend culture defined throughout the 60’s want to be recognised for their achievements. Many within this group may want to rediscover the useful exuberance of years past, by engaging in activities normally associated with younger demographics. They may also be inclined to make large one off purchases to reconnect with their youth. With recent changes to private pension entitlements, this cohort will have access to greater cash liquidity to invest in their futures.

Matthew then went over reflection points that stakeholders should consider with these trends

  • Honesthicity - Awareness that authenticity is a different concept to different people.Consumers may wish to seek ‘real life’ Scotland. This may be in the form of a local pub or restaurant, or a venue where they can interact with real locals and customs.Shout about any unique products you produce or have in your local areas such as regional dishes, local ales, or farmers markets. Businesses may want to consider VisitScotland’s ‘Taste Our Best’ accreditation scheme.
  • Travennial-Generation - Businesses looking to utilise this market should look to offer unique experiences that highlight local or ‘glocal’ products to entice the youth market.They are more likely to travel out with peak times, making them an ideal market to target during the low seasons. Advertising deals and collaborating with local businesses to promote authentic local products will help to create a scene for this demographic. Remember, the youth market is seeking quality for good value.
  • Overpersonalisation - Businesses may want to consider offering services of other products within their portfolio or even similar local businesses. This allows consumers to retain control of their decisions and also helps the local tourism economy.Be cautious when applying personalised marketing, and consider timing communications in reasonable quantities.Quality messaging, conversing, relationship management and intelligent call to action are the levers for the sales generation.
  • Life Under the Micro Lens - Micro products are attractive to many markets, particularly the millennials.Make use of local micro products or services to entice this market to your business.Local businesses that make use of these products help to create a scene for consumers to congregate towards.
  • Emotiveography - Businesses may wish to consider the landscape around them and offer walking tours that promote opportunities for photography.This has the potential to create photogenic hotspots for consumers to use to boost their online profile, while promoting the local tourism industry.Consider the wildlife, the built environment, and rural locations as potential hotspots.
  • Seeking Famili-ference - Businesses should consider making these locations aware to consumers when accessing their business.Consider highlighting attractions such as Borders Railway, which allows for an opportunity for consumers to experience a short journey from urban life to more rural locations.Local knowledge could also be utilised to advise consumers of hotspots, which furthers the theme of honest authenticity as consumers undertake an experience out with the normal tourist activity repertoire.
  • The Return of The Original Trendsetters - Consider that this group may not necessarily be at retirement age, therefore they may be open to other pursuits associated with younger demographics.They do not consider themselves old, and seek excitement and stimulation.Potential for investment opportunities within the Tourism industry.

Matthew concluded his presentation and took some questions from the audience –

  • Is there any insights into business traveller trends? – Businesses should adapt products/services to fit the needs of ‘bleasure’ (business/pleasure) visitors.
  • Are there additional trends relating to the economy? – One still developing. Consumer confidence is starting to rise again with a ‘wait & see’ attitude. People are likely to be more spontaneous at this time.

Single Destination Management Organisation

Elaine Booth, Area Tourism Partnership Manager gave an update on implementation of the single destination management organisation. Elaine started by going over the history of the Tourism Groups –

  • Area Tourist Boards - dissolved in 2005
  • The Area Tourism Partnership - created in 2006 with no real influence
  • Visit Royal Deeside - key Scottish Enterprise destination with a focus on business and product development
  • Banffshire Coast Tourism Partnership - created from Banff and Buchan Tourism Forum with a focus on business product development and some marketing initiatives
  • VisitAberdeen - Created in 2012 with a key focus on marketing.

Elaine then explained the Tourism landscape –

  • Scottish Tourism Alliance develops the Tourism Strategy which is endorsed by the Scottish Government. The strategy is then developed into a local strategy and supported by ACSEF, and other funding tourism organisations. ACSEF, Scottish Enterprise, Local Authorities and VisitScotland fund and support the Area Tourism Partnership, VisitAberdeen, Banffshire Coast Tourism Partnership and Visit Royal Deeside.

The reasons behind the review –

  • Cluttered landscape
  • Not all areas being covered
  • Unsustainable DMO’s
  • Changing priorities of funders

What was asked from the review –

  • Review the regional tourism structures
  • Recommend
  • Clear strategic direction
  • Sustainable funding model(s)
  • Review the tourism opportunities for the city and Aberdeenshire

The future –

  • A single tourism organisation – Aberdeen and Aberdeenshire Tourism Co
  • Aligned objectives, consolidated resources
  • Concerns:
  • Loss of local identity
  • Business won’t engage with a ‘distant’ body
  • The proposition(s)
  • Funding & sustainability

What will Aberdeen and Aberdeenshire Tourism Co do? –

  • Destination marketing
  • Develop & market leisure experiences
  • Business tourism marketing
  • Skills & people development
  • Business innovation & leadership
  • Forum & network for tourism sector
  • Lobbying
  • Research

Where are we now? –

  • Completion of
  • Business Plan
  • Leisure Marketing
  • Business Tourism Marketing
  • Action Plan
  • Market Fact File
  • Approval in progress with LA’s and SE
  • Formation of Shadow Board

Elaine concluded her presentation and took some questions from the audience –

  • Will there be cross-working with the Food & Drink sector going forward? – Yes, Food & Drink sector is very important and we will look to work closely with the sector going forward. Any ideas are always welcomed.

FoodFest15 Review

Peter Medley, Marketing Manager of VisitAberdeen gave the group an update on the activities of FoodFest15. Peter started by giving an overview on how FoodFest15 started –

  • In the official Year of Food and Drink 2015, partners prepared a joint funding bid to VisitScotland for a promotional campaign to spotlight, celebrate and promote the natural larder and quality produce of Aberdeen and Aberdeenshire.Partners include:
  • Aberdeenshire Council
  • Visit Royal Deeside
  • Aberdeenshire Tourism Partnership
  • Scottish Enterprise
  • Visit Aberdeen
  • Banffshire Coastal Partnership
  • Aberdeen & Grampian Chamber of Commerce
  • Aberdeen City and Shire Hotels Association

Partners provided £20,000 of funding which was then matched by VisitScotland.

What is FoodFest15? –

“Come to Aberdeen and Aberdeenshire to enjoy a wonderful array of local food and drink – providing quality, variety, fresh and seasonal produce across the seasons. Whatever the time of year, the area – recognised by many as Scotland’s Larder – has something special to offer – whether Food and Drink Festivals and Events, award-winning restaurants and cafes where you can enjoy fantastic local fayre, or quality producers where you can take home a taste of Aberdeen and Aberdeenshire. And while you are in the area, why not enjoy the many other attractions in the area – including dramatic scenery, wildlife, culture, heritage and outdoor activities.”

Who are we targeting? –

  • Visitors with easy access to the area via train, plane or ferry or with driving distances of 2 hours or less, including:-
  • Germany and Norway
  • Orkney and Shetland
  • Central Belt, Fife, Highland and Islands
  • North East England, Southampton, Gatwick and Bristol areas
  • Promotion of FoodFest15 has been targeted in many areas, via the website various social media platforms including Facebook, Twitter and Instagram as well as several food blogs and e-newsletters. Promotion has also been done via press features and advertising along with the wide distribution of a marketing leaflet – 135,000 over a 3 month period UK wide, and 15,000 locally.

How can businesses get involved? –

  • If you have at least 40% Scottish Produce on your menu or you serve local Aberdeen and Aberdeenshire fayre, then you can be listed on ensure your business is included, go to submit your details.
  • Use our logo on your website.
  • Write a blog to go on the site and our social media – we can send you questions or interview you.
  • List your events on our website.
  • Gain the ‘Taste our Best’ accreditation from VisitScotland. 77 businesses have Taste Our Best status in Aberdeen City and Shire with 897 in the whole of Scotland.

What have we achieved? –

  • Creation of a brand and website
  • Distribution of 150,000 leaflets
  • Attended events and meetings with pop up banners and leaflets
  • Email campaign
  • Newsletters – business and consumer
  • PR & Advertising campaign
  • Prize competitions – one per month
  • Blogs – 25 to date
  • Extensive social media campaign

What now? –

Interest is there from the partners to continue the campaign going forward, given a lot of the infrastructure is in place. Would need to rebrand and update the website and social media.

Peter concluded his presentation by taking some questions –

  • Have you got an idea of value of business from this campaign? – There is a review of this happening at the moment with results being collated by February 2016.
  • Has there been any questionnaires or feedback distributed? – Haven’t done this year, plan to implement for next year.

AOB

None.

Date of Next Meeting

TBC in the New Year

Networking Lunch

An outstanding lunch was produced for attendees by AECC chef Brian MacDonald and his team using locally sourced produce including ingredients from many of our food & drink sector members.

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