A report prepared by tourism consultant Roger Brooks of the Seattle-based firm Destination Development Inc.
Part I: Roger's introductory comments, and remarks pertaining to Digby, Neck and Islands.
2. Quick Facts
• Geography-based tourism is dead.
• Visitors don’t care about counties or districts, cities, towns and
“places.” They are looking for “activities” THEN the location.
• Experience-based tourism is alive and is the future of tourism -
starting yesterday.
• The days of marketing lists are over.
• The heart and soul of any community, besides its people, is its
downtown. It is the litmus test for all your economic
development efforts.
77. The missing ingredient in Digby: Nothing about scallops, the fishing
fleet, etc. This should be a priority!
78. In a nutshell:
1. Work on beautification, exterior retail displays.
2. Develop 24/7 visitor information.
3. Tell us about Digby’s world famous scallops.
4. You promote the fishing fleet. Where is it? Can we see it?
5. Promote the “Best of Digby.” Your anchor businesses.
79. Pros:
• A wealth of good information
• Good photography
• Good maps (thank goodness)
Suggestions:
• More specifics, less generalities
80. Pros:
• Good schedule of events
• Nice map of Digby
• Good job if you’re in the area
84. Would you fly from Nova
Scotia to Disney World if
the only ride there was the
Matterhorn?
85. Lesson learned:
1. The FourTimes Rule will determine who your
primary market is.
2. What do you have that the customer can’t get
or do closer to home?
91. This is good but you need more: How long a walk is it? How far?
Shoes? Ok for small children? Perhaps a trail map would be nice.
Where do we leave donations?
93. Suggestion: Considering the
fact that this is one of the
region’s best attractions,
some funds should go into
developing a boardwalk
through the bogs.
94. We were there during a
dry spell but portions of
the trail were nearly
impassible.
95. In the end, it was easily worth
the hike. A stunning spot.
97. Suggestion: On your website, Google Earth, marketing materials, use
photos that show more than just the rock.
98.
99.
100. The ferries to Long Island and Brier Island are great. There was little
information, however, of when or how often they run.
101. The other big draw (the
experiential activity) is the whale
watching. The vendors do a great
job of marketing the program,
which should be heavily
marketed.
134. Summary
1. The Digby Neck and Islands are easily worth a day trip for anyone
in the Digby-Annapolis Region. As a stand-alone destination, the
islands don’t meet the FourTimes rule for Halifax residents or
visitors.
2. Develop detailed half-day and full-day itineraries - with
photographs and specifics: what to expect, seasonal considerations,
what to bring.
3. There were few places to spend money, and most of the places
(local markets) did little to pull visitors in their doors.
4. Visitor information should be provided once off the ferry, with
brochure distribution and maps.
135. Pros:
• Great cover photo
• Very good map
• Good teasers
Suggestions:
• Develop more specifics or provide links
to where we can get more info.
• Be selective as to what you list - not just
everything.
136. Pros:
• Excellent map
• Lots of information about island features
Suggestions:
• Promote the major lures - the best draws
• Include places to eat or shop (the best of)
• Avoid lists of businesses