A report prepared by tourism consultant Roger Brooks of the Seattle-based firm Destination Development Inc. In order to get the most out of this presentation, we recommend that you review all three parts, as pertinent information is interspersed throughout. Includes remarks regarding Annapolis Royal and environs, Bridgetown, as well as Roger's closing comments.

2. Annapolis Royal

4. A very nice gateway and good introduction to the community.

5. Suggestion: Keep the plantings/weeds below the wording on the sign.

6. A very charming first impression. Nice shops, good curb appeal - for
the most part.

7. Complimented by some terrific architecture.

8. One of the iconic Nova Scotia elements is the colorful buildings.

9. Most of the merchants
understand the importance
of beautification and curb
appeal.

10. The bench should be flanked with pots/planters. Always work to
soften the transition between facades and sidewalks.

11. Adding gathering places, like Leo’s has done, is always key to creating
an outstanding destination.

12. The exterior menu board is very smart. Leo’s was VERY busy.

13. Good job.

14. Keep your signs fresh and well maintained. Good curb appeal here as
well.

15. A great building. Now just
add some curb appeal.

16. Good teasers to pull customers
into the theater’s gallery.

17. About half the merchants have
worked to make their shops
inviting. The other half need to
follow suit.

18. Fort Macleod, Alberta

19. Hubbards, NS

20. Mahone Bay, NS

21. Suggestion: Plan a trip to Mahone Bay - even this time of year.

28. Imagine this with a few
benches and some
beautification.
It would be stunning and
business would only
increase.

29. Same here.
Annapolis Royal could
be every bit as charming
as Mahone Bay.

30. Well done. Good signage. Great color. Excellent curb appeal.

31. And another
“anchor tenant.”

32. Not too sure what all the signs are about. Can these be consolidated?

33. A great market.
Note: Public markets are now
a huge tourism draw. Add
music or entertainment,
artisans in action if possible.

35. Overall, Annapolis Royal is the region’s showcase town.

36. Only 4% of visitor stay at B&B’s. You can remove resistance by
offering “come in and take a no obligation look.”

37. Add a brochure holder outside
the door with the invitation to
take a look.
B&B rules:
Private baths?
Internet access?
24 hour access?
In room amenities?

38. This is very creative. Add an interpretive display telling about this
“work of art.”

39. Ever open? If so, invite us back! Tell us WHEN you will be open.

42. Suggestion: Keep the weeds to a minimum.

43. Would you eat here?

44. Would you eat here?

45. How about here?

47. Remember
Curb appeal can account for 70% of sales at
restaurants, wineries, lodging, retail shops, golf courses.

48. Can you get any more inviting
than this?

49. A priority should be to develop sidewalks from the downtown core
area, up the street to tie it all together.

50. A great little shop - and another anchor tenant.

51. The museum has done a good job in making it experiential.

52. We saw the promenade
but were unsure how to
get to it.

54. We eventually found the entrance.

55. It’s a great walk and another “hidden gem.”

56. The interpretive signs do a terrific job of telling the stories of
Annapolis Royal.

58. What’s the story here? What happened? When? Remember that
history isn’t a point in time. It’s happening today.

59. Had we not seen the tour
group, we wouldn’t have
known about tours locally.

60. Can you read this from the
street?

61. Suggestion: Make it a sign rather
than an ad. “Tours 3 times daily.
Starting right here. 10:00 - 1:00 -
3:00”
Then include one small paragraph
of what participants can expect.
Include the cost.

62. We wanted to borrow these folks’ front porch. Looks so inviting!

63. The park is stunning and a “must visit” - anchor - site.

64. The interpretive panels and stories (in the museum) are fascinating,
but some primary elements are totally missing...

65. Why such tall chimneys? What was life like here?

66. How many cubic meters of soil were moved - by hand - to create the
fort? How long did it take? How many workers?

67. This was all hand dug - and has settled nearly two meters (or more)
over time.

68. The construction of the fort is
worth promoting and talking
about.

69. Where did the stones come from? How long did it take to build this
archway? Tell us the stories.

70. Where did the concrete come
from?

72. We also visited the Historic Gardens.

73. Another anchor. Note: Gardening is the fastest growing hobby in
North America. Do you hold educational classes here?

75. The B&Bs in Annapolis Royal, for the most part, are stunning.
Amazing architecture.

76. Another stunning property.
Thanks for the tour!

77. When can we move in?

78. Suggestions:
Have one panel for locals
One panel for events
One with brochure
distribution
One panel with primary
attractions
Avoid the bulletin board look

79. This is just not that appealing for
visitors - or even local residents.

80. Tidal power centre

81. This is a very nice wayfinding sign to the centre.

82. So far, so good.

83. Once there it quickly goes downhill. Suggestion: Replace this sign with
something far more attractive - in keeping with the others.

84. Overall, what could (and should) be a “must see” attraction, is one of
the provinces most embarrassing facilities.

85. Suggestions: Make the displays interactive.

86. Visit the Museum of Industry in Stellarton.

89. Does anybody care?
Suggestion: Move the visitor
center out of here into a much
more desirable location - in the
heart of Annapolis Royal.
Even other visitors left
disappointed.

90. Suggestion: The power company should be embarrassed by this. It
should be a showcase, not an eyesore. Alert the press.

91. Other notes and first impressions

93. It’s a beautiful site.

94. We were short on time, so we didn’t have a chance to go through
the museum.

96. A good story here.

97. The reconstructed fort is
fascinating.

98. Unfortunately, we arrived at the end of the day when the crew was
setting up for a large banquet.

99. To make it experiential, consider having a bed people can try - to
demonstrate what life was like here.

100. Once again, making it
interactive makes it a
lasting experience.

101. Suggestion: Add some interpretive displays, or hand out a self-guided
walking tour of the grounds.

102. We also found Clements Park.

103. Nicely done.

104. Great information, nice
readerboard.

105. Suggestion: Add “Upcoming Events” to the large door. Make this
work for you as a teaser to get people to come back.

106. Overall Clements Park was a real treat. Beautiful grounds, nice
people, in a great setting.

107. Wayfinding!

108. Lots of gathering areas.

109. A great family summertime destination.

111. Suggestion: At the train stops let us know how long the wait will be.

112. Talk about community pride. A
great example of “ownership.”

113. We also visited the Wildlife Park.

115. Suggestion: When possible consolidate all the signs and make the
entrance a bit more inviting.

116. Suggestion: Tell us about the animals! There was very little, if any,
information. Just a lot of cages, about half with animals in them.

117. Tell us more! Pull us in.

118. Displays like this are not exactly helpful. And there were a lot of them
like this.

119. Any beavers here?

120. Finally, a story - albeit a sad
one.

121. Overall a little disappointing. This could be a terrific attraction given
more interpretive signage - even voice over information. Technology
could make this a great attraction.

122. Where does this go? Suggestion: Add signage. Connect the dots.

123. Nice sign to Cornwallis Park.

124. Nice gateway into the Conference Centre, but once you turn the
wayfinding disappears. Suggestion: Finish the job!

125. We also found the golf course. Good sign.

126. Looks like a nice course and clubhouse.

127. Pros:
• Good photography
• Explains the history of the site
Suggestions:
• No real information about the rooms, who
lived there, what life was like, etc.
• Add specifics
• Tell stories or interesting facts

128. Pros:
• Great descriptions
• Pleasing layout
• Good photographs
• Plenty of information
Suggestions:
• Organize by location, not
alphabetically
• Make sure it sets the event apart
from similar events in the province

129. Pros:
• Nicely produced
• Excellent map
• Descriptions are very interesting
• Story teasers are good
Suggestions:
• Consider color
• Put contact, organizational info on back

130. Pros:
• Beautiful brochure
• Excellent photos
• Nice map
Suggestions:
• Put contact info on back
• Include educational opportunities (if avail.)

131. Pros:
• Great job promoting 3 museums, genealogy
• Nicely written
• Great job of selling the experience
Suggestions:
• Sell the experience first, then the location

133. Bridgetown

134. Are the other towns not so friendly? Nice sign.

135. Very nice street lighting and pole banners. A good first impression.

136. Wayfinding signs: The lettering here should be three times larger.
Always use upper and lower case lettering. No more than 5 items.

137. Nice little town, but not a lot for visitors.

139. Great sign.

140. Charming place.

141. Where we stayed and why

142. Our secret shoppers all picked The Digby Pines. They had no idea
about the ownership. A terrific, exceptional staff here.

143. The province should make sure
investment in the resort is a
top priority. This is a draw in
and of itself.

145. Pros:
• Good map
• Descriptions are enticing
Suggestions:
• Use more experiential photos
• Better quality photos
• One outstanding photo on the cover
• Avoid script text on brochures

147. Pros:
• Towns are highlighted in a special
section
• Good, brief descriptions
• Activities by season - excellent
• Excellent photography
Suggestions:
• Far too large of an area - can it be
divided up somehow?
• Add maps of each region
• Include key on map of towns,
attractions
• Hotel listings lack information
• Don’t just promote members
• Include everyone that meets a
minimum standard of quality

148. Pros:
• A good idea and a good map
Suggestions:
• Format is awkward
• Same map on both sides. Why?
• Put ads in numerical order

149. Pros:
• Same as last map - but includes shops,
restaurants and lodging
Suggestions:
• Develop these with a directory format

150. WHAT TO DO

151. Product Development

152. 1. Work on retail beautification efforts.
2. Develop 24/7 visitor information kiosks throughout the area.
3. Work on retail signage and beautification.
4. Look at your gateways and make sure they are in the best
location to make the first, best impression.
5. Tell stories, don’t just display artifacts.
6. Create a wayfinding system to your primary attractions and
amenities.

153. Marketing

154. 1. Create the “Hidden Gems of Nova Scotia’s Digby-Annapolis
Shore.
2. Develop detailed itineraries.
3. Start with Pick Your Season, then Pick Your Passion.
4. Promote your anchor tenants: The Best of the Annapolis Shore
5. Develop better maps and make them available.
6. Jettison the generic in your marketing efforts.
7. Develop a photo and experience driven website.
8. Stay open later on weekends during the peak seasons.

155. Create detailed itineraries
By type of activity:
•History & culture
•Arts & entertainment
•The environment
•Sports & recreation
•Shopping & dining
•Events
By type of travel:
•Motorcycle
•Bicycle
•Private auto, RV
•Tour bus
Itineraries:
• Half day, full day, multi-day

157. If I lived in Halifax or was visiting the province why would we visit
the Digby/Annapolis Shore?
• The lodging makes you an overnight stay
• The primary activities would include:
- Clements Park for families
- Annapolis Royal for the history
- Balancing Rock for the hiker
- Birding, whale watching (Digby Neck & Islands) for the
environmentalist
- Golf
• The complimentary activities:
- Shopping, dining - Annapolis Royal, Digby (scallops)
- Art - Bear River
- Day trip - The Digby Neck & Islands

165. The final ingredient:
Enthusiasm

166. “If you think you’re too small to have an impact, try
going to bed with a mosquito in the room.”
-Unknown

167. “Never doubt that a small group of thoughtful,
committed people can change the world. Indeed, it is the
only thing that ever has.”
-Margaret Mead

168. “Nothing great was ever
accomplished without
enthusiasm.”
-Ralph Waldo Emerson

169. The Destination Development International team
Julie Jane Claire Lanie
Vicky
Roger Todd
Lisa
Maureen
Darla Greg
Kristin