Launched early in 2017, the Growing Our Markets (GOM) project is an 18-month national program.
Phase One was designed to establish Destination Garden Networks (DGN) in 10 communities across the country. It presented an opportunity for individual garden organizations and venues to continue do what they do well, then leverage and enhance that by working together with like-minded organizations. The initiative provided tools to enhance the appeal and sustainability of GOM participants through development of community-based garden experiences along with local, provincial, and national marketing synergies. Special attention was directed at creating enhanced activities around Garden Days.
Phase Two of the program, to be implemented in Fall 2017, will focus on helping garden organizations and venues develop new or enhanced garden experiences that have appeal to the tourist or visitor market. This phase also incorporates training on how to reach/attract appropriate visitor markets to grow tourism revenues at individual gardens and the within the community. To accomplish this, a series of Garden Tourism Readiness Workshops have been scheduled in each of the 10 communities between Oct 23 and Nov. 9, 2017. Mobilizing your community of tourism par tners now will give you a head start on the tourism season next spring.
• Participants: Senior marketing and curatorial managers of garden sites and attractions, senior marketing and product development managers at tourism destination marketing organizations, municipal/regional economic development officers, senior program managers at Chambers of Commerce/Business Improvement Areas, local tourism business owner/operators (accommodators, restaurateurs, retailers, other attractions).
• Outcomes & Deliverables: Participants will have an opportunity to better understand the tourism market, how these consumers differ from the local customer and how to develop specific garden tourism experiences. This facilitated workshop will provide participants with the essential components of experiential tourism development and practical “how to” instruction for incorporating garden assets into appealing tourism experiences. Interactive and participatory, workshop will give participants the opportunity to create unique garden tourism experiences collaboratively with peers and colleagues to attract new visitors at a higher yield.
• Welcome & Introductions
• Landscape/Context:The Tourism Market
• Tourism Market Readiness: Why? What?
• Experiential Tourism: Imperatives
• Knowing Your Ideal Guest/Target
• Application to Your Garden/Business: Discussion
• Facilitated Working Session
” Travellers want to venture beyond the beaten path and dive deeper into authentic, local culture,
connecting with people in deep and meaningful ways".
FACILITATOR: RICHARD INNES
President, Brain Trust
Marketing & Communications
Richard has a background steeped in the adver tising, travel and hospitality industries. As a marketing specialist with 30+ years of experience, he has held senior roles in both national and international adver tising agencies and managed assignments for some of the countries largest adver tisers including Nestle, Honda, Chrysler, the Ontario Ministry of Tourism, Delta Hotels, Destination Canada, and Tourism Toronto.
As Vice President of Marketing at Tourism Toronto he helped establish Toronto’s position as a leading destination for leisure, meetings, convention, sport, and incentive travel. Richard established Brain Trust in 2000. It is a firm specializing in tourism experience and destination development, marketing plan development and creative execution. The clients they serve are a long list of private and public-sector organizations primarily from the travel, tourism, and hospitality sectors. In 2015 Brain Trust developed Ontario’s Garden Tourism Strategy and the firm facilitated numerous garden tourism development workshops over the past 3 years.
Richard is a regular presenter at the Canadian Garden Council’s biennial North American Garden Tourism Conference.
Richard lives in Mississauga Ontario. He is an avid golfer and is active on several not-for-prof it Boards. He served on the Boards of the Tourism Industry Association of Canada and the Ontario Culinary Tourism Alliance. In 2012, he was presented the Queen’s Jubilee Medal for his contribution to Canada’s tourism industry.