Experiential Tourism - Final Report

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					               COMPETITIVENESS THROUGH BEST PRACTICES

                          FINAL REPORT

                          Experiential Tourism
                           April 26 – 30, 2010




Prepared by:

Amy Corrigan
Tourism Officer
Tourism Atlantic – ACOA
June 3, 2010
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Introduction
The Experiential Tourism Mission concentrated on the development of interactive tourism
experiences and packaging. It focused on how to collaborate with local resorts, facilities, and
service providers to offer diverse experiences, which provide authenticity, inspiration, and
replenishment of the spirit through programs, guides, and facilitators.

In addition to exploring Quebec City, the mission also visited Charlevoix and Wendake.
Charlevoix‟s main industry is tourism and the region‟s natural beauty, artistic and cultural
dynamism, art centers, historic sites, craft boutiques, agri-tourism, econo-museums, local foods,
and quaint B&B‟s all contributed to the unique experiences offered to visitors. Wendake is an
interesting experiential destination and which offered themed accommodations, cultural
presentations and cultural immersion opportunities.

Kim Whytock, an expert in the experiential tourism field and Pierre Labrie, retired CEO of
Quebec City Tourism assisted in the facilitation of this mission. Kim is in tune with Atlantic
Canadian communities and his expertise helped us to realize what is applicable and necessary to
extract for Atlantic Canadian Tourism participants. Pierre Labrie, former head of Quebec City
tourism, whose knowledge of Quebec, paired with his successful tourism career was an
outstanding addition to Kim‟s experiential forte.

The Experiential Tourism Best Practices Mission took place in Quebec City and Charlevoix,
Quebec from April 26-30, 2010




Purpose
The purpose of the Experiential Tourism Best Practices Mission was to provide operators with
the opportunity to learn how to use experiential tourism to differentiate tourism product in a
competitive market, learn new methods to make personal connections with each visitor, and to
create experiences that are inherently personal. Our goal was also to engage participants‟ senses
and make connections on an emotional, physical, spiritual or intellectual level. Operators learned
how to recognize opportunities, to partner within regional communities, to find ways to create
experiences that feature innovative, multiple partners. The mission‟s focus also included what to
expect from clients, how to be responsive and provide unique insight to them.




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                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

Primary Expectations
The following provides a summary of the participants‟ primary expectations for the Best
Practices Mission (taken from their applications):

      To see new opportunities with new providers in order to build a stronger product
      To expand knowledge, and to discover new ideas and practices in both Experiential
       Tourism and Product Development fields
      Create vacation activities that best enhance the local values, yet create an interest for
       visitors and to create new opportunities for visitors to become engaged and make
       connections with the area
      To experience new presentations in heritage food programming
      To learn what is required from the communities involved to offer visitors an active,
       engaging experience. How to share heritage and culture in a meaningful way? How the
       public and private funding piece is put in place. How to piece together the tangible and
       intangible elements of cultural heritage, the artisans, and the community to provide an
       excellent experience for the visitor.
      To gather information on how to enhance new tourism products.
      To learn how to encompass barriers in the marketplace and how to sell packages
       effectively by working with industry partners in the region to enhance this experience.
      Learn how to develop new experiences by coordinating the resources available in the area
       such as activities, meals, culture, special events, etc.
       How to best use experiential products to highlight what is unique and special in region.
      To learn something of what international tourists expect from experiential tourism.
      Learning from the personal experiences of mission facilitators and the other participants
      Use experiential tourism to differentiate tourism products.
      To make new contacts in the experiential tourism industry.
      To create a memorable experience by using nature and storytelling.
      To involve tourists in local traditions.
      How to customize tour packages
      Learn more about marketing
      To observe experiential and culinary tourism practices, and learn to how to incorporate
       those practices to tourism operators in local areas
      Gain insights into revenue stream development from visited attractions and experiences.
      Create inspiring services- that 'WOW' factor experience that will engage the
       participants/clients
      Determine other potential partners that may enhance what we may be able to offer
      Learn how to differentiate ourselves or even enhance competitor's products.
      Discover new techniques around crafting an experience to make it unique, interactive and
       authentic.




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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Mission Itinerary
                                    EXPERIENTIAL TOURISM
                                    BEST PRACTICES MISSION

                              Quebec City & Charlevoix, Quebec
                                 April 26th – April 30, 2010

Experience – an active, engaging experience that is hands-on, or involves some aspects of
experiential tourism through learning, engagement or interaction


Kim Whytock (The Why of Travel) & Pierre Labrie (Former Leader of Quebec City Tourism
and senior advisor for the IBI / DAA Group)

Kim Whytock, an expert in the experiential tourism field and Pierre Labrie, retired CEO of
Quebec City Tourism will be assisting in the facilitation of this mission. Kim is in tune with
Atlantic Canadian communities and his expertise will enable us to realize what is applicable and
necessary to extract for Atlantic Canadian Tourism participants. Pierre Labrie, former head of
Quebec City tourism, whose knowledge of Quebec paired with his successful tourism career,
will be an outstanding addition to Kim‟s experiential forte.

Monday, April 26th 2010

Afternoon       Participants travel from Atlantic Canada to arrive in Quebec City


1:30 p.m:       Check in - Hotel des Premieres Nations Wendake


1:45 p.m:       Meet at Hotel des Premières Nations Wendake
                Welcome and presentation of the program by Pierre Labrie, Senior Advisor for
                the IBI Group and former CEO of Quebec City Tourism
                    - Welcome and presentation from Kim Whytock your group leader on
                        experiential tourism

3:00 p.m:       Tour of Wendake Museum Hotel – Wendake has created a unique heritage
                exploration opportunity facilitating culinary, natural and cultural heritage
                experiences. This offering is supported by high quality accommodations and
                leisure activity services that compliment their innovations and techniques by
                facilitating heritage connections and exploration.

               Learn new methods to make personal connections with each visitor, to create
                experiences that are inherently personal, engage their senses and makes


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                                 Experiential Tourism
                          Quebec City and Charlevoix, Quebec
                                  April 26 - 30, 2010

                connections on an emotional, physical, spiritual or intellectual level.

4:15p.m:        Presentation: Meet with a representative from SEPAQ - a province owned agency
                that manages many parks & tourism attractions – they are known for their
                innovative and very successful in developing new outdoor experiences.

               What do clients want to experience most and how do you provide customized
                advice and experience opportunities
               How can this information be transferred to service providers of private sector
                operations

5:15 p.m:       Presentation: Wendake Tourism Officials on Wendake Tourism and Economic
                Development Plans

               How to create vacation experiences by linking activities, meals, culture, special
                events, etc
               How to capitalize on cultural resources and create a tourism experience for
                visitors
               How to use experiential tourism to differentiate your tourism product in a
                competitive market

7:00 p.m: A Culinary Experience - Dinner at Hotel Wendake – Famous Aboriginal Restaurant:
                 - Presenter: Representative of Aboriginal Tourism Office – Economic
                    Development & Planning

Tuesday, April 27th

7:15 a.m:       Breakfast at the hotel and Check Out

8:15 a.m:       Departure for the Island of Orleans – The Garden of Quebec

8:45 a.m:       Pick Steve up at the visitor‟s center at the entrance to the island.

Mr Steve St-Charles, who works for The Local Development Corporation (CLD) for the Island
of Orleans will be joining us to discuss how to assist private sectors in developing new products,
services and investments. He will be spending the morning with us and then will join us for
lunch at the Sugar Shack.
     What a Local Development Corporation can do to assist in promoting experiential
       tourism to private sector businesses

9:00 a.m:       Visit and sample the products of Domaine de la source à Marguerite, a local
                winery



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                                  Experiential Tourism
                           Quebec City and Charlevoix, Quebec
                                   April 26 - 30, 2010

                How to go the extra step to connect the buyer mentally to the artisan or the
                 product
                Why attention to detail and quality are critical ingredients to their success

10:30 a.m:       Visit and sample the products of local fisherman Jos Paquet

      How to go the extra step to connect the buyer mentally to the artisan or the product
      How to differentiate eating from dining and surface the connection with food by drawing
       connections to the nature and culture of the place we are visiting.

11:45 a.m:       Arrive at the Cabane à Sucre l‟Entailleur (Sugar Shack) for a traditional
                 Quebecois lunch

                 A Traditional Culinary Experience - sugar shack owners welcome the world into
                 their kitchens for a taste of a lumberjack breakfast smothered in the sweet sap of
                 the maple trees. Canadians‟ love affair with maple goes back generations - it‟s no
                 wonder the maple leaf became the dominating symbol of the entire country. After
                 lunch try some real maple syrup!

1:30 p.m:        Departure for the Charlevoix region - a vacation destination born of a desire to
                 share the local culture‟s curiosity, adventure and sensitivity to the rest of the
                 world.

2:30 p.m:        François Gariepy, an International Delegate from Tourism Charlevoix, will meet
                 you upon arrival at the Tourism Information Center and will be your tour guide
                 throughout the rest of the day. He will also be joining us for supper.
                Throughout the day, Francois will help facilitate your understanding of the
                 following points:
                Learn basic concepts and skills associated with customized tourism packaging,
                 experiential travel, and niche market focus
                How to build relationships with guests/visitors that continue after the visit, rather
                 than just selling them a single travel product
                How to “up sell” a visitor and offer a true experience as opposed to simply a bed

Located at the gateway to Charlevoix, this roadside lookout provides visitors with a stunning
view over Baie-Saint-Paul and the surrounding area. It‟s a really nice stop to take some shots.

FLAVOUR ROUTE : Routes des Saveurs

Route des Saveurs – a unique trail linking producers of fruits, vegetables, various meats, ciders,
              beers, pâtés, cheeses, spices, chocolates and much more. Routes des Saveurs is a
              unique way to promote experiential tourism by linking local farm products.



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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

The following 2 visits are partners of The Route des Saveurs:

3:15p.m :       Visit La Ferme Basque

This is a small traditional farm that has ducks that they use for the very popular “foie gras”
(liver) and other related products. Guided tour of outdoor rearing facilities with explanation of
traditional “force feeding” techniques “gavages techniques” where the ducks are kept together in
coops and fed whole grain maize. Enjoy a tasting of this traditional Quebec product.

               How to go the extra step to connect the buyer mentally to the artisan or the
                product
               How to differentiate eating from dining and surface the connection with food by
                drawing connections to the nature and culture of the place we are visiting.
               How to challenge the intellect and open the minds of guests through facilitating
                information exchange and hands on experience
               How guests can gain a new perspective through the eyes of the artisan, farmer,
                chef, etc
               Going the extra step to create memorable experiences by connecting the buyer
                mentally with the artisan and product

Francois, the owners of La Ferme Basque and Kim will help facilitate these objectives

4:40p.m:        Visit La Maison d‟Affinage Maurice Dufour – Cheese Maker

Let a guided tour introduce you to the fine cheese making and aging processes used in the Vallée
du Gouffre to produce cheeses like Le Migneron, Le Ciel de Charlevoix and Deo Gratias. Yes,
you can sample!
           How guests can gain a new perspective through the eyes of the artisan, farmer, chef,
            etc
           How to go the extra step to connect the buyer mentally to the artisan or the product
           How to challenge the intellect and open the minds of guests through facilitating
            information exchange and hands on experience

6:00p.m:        Check-in at Auberge La Maison Otis

7:00p.m:        Cocktail sponsored by Charlevoix Tourism Association

7:30 p.m:       Dinner at Restaurant Au 51
                A renowned health cuisine that promotes regional products.

Wednesday, April 28th

7:30a.m:        Breakfast (included) and check-out

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                                 Experiential Tourism
                          Quebec City and Charlevoix, Quebec
                                  April 26 - 30, 2010


8:30a.m:         Presentation it the meeting room at Auberge La Maison Otis

                  Massif project presentation with Frederic Gonzalo

                How to realize that your destination has greater potential
                How to tie experiences in with a nature destination
                How can we break from traditional interpretation to attract guests to our region?

                 Agro-tourism Label from Charlevoix presentation with André Simard

                How to encourage artisans to work together to promote a common experiential
                 tourism destination
                How can the strongest players benefit the smaller agri-tourism producers

11:00 a.m:       An Artistic Experience: Stopover for a visit at l‟Atelier Pare – an economuseum
                 which has developed a very interesting approach to creating experiences. Take the
                 opportunity to create an artistic woodcarving “take home.”

                    How to use storytelling to create memorable experiences
                    Test your skills as a woodcarver

12:15p.m:        Check in to Hotel Chateau Frontenac

1:00 p.m:        Lunch in the Conference Room of the Chateau – David Mendel & Caroline Roy
                 will join us for lunch.

Meet with David Mendel, President of Canadian Cultural Landscapes and an expert on learning
travel

How to help guests to see the less “apparent,” challenge their imagination and intellect, and
launch their imaginations.
                Discover how learning travel changed the way visitors experience a
                  destination

2:30p.m:         From the Terrace Dufferin, Quebec‟s most prestigious lookout, enjoy a private
                 walking tour with Parks Canada professional guide Caroline Roy

In about 2000 yards, one can learn about the River, the Lower Town, the Upper Town, the
history of the Governors‟ chateaux, the Chateau Frontenac, Canada‟s first Parliament, etc.

                An introduction to Old Quebec City from the vantage point of the famous
                 “Terrace”


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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

               How to ignite the minds of your visitor
               How guides assess and connect with their guests to facilitate great experiences

3:45 p.m:       Free time in Quebec City until 7:15 pm - Dinner on your own

7:15 p.m:       Meet in the lobby of the Chateau at 7.15p.m to meet with your guide for the ghost
                tour.
                Walk to The Morrin College where the tour will begin

7.30 p.m:       Les Promenades Fantômes - The Original Ghost Lantern Walking Tour

               How storytelling can create excellent bonding with visitors
               How to help guests to see the less “apparent,” challenge their imagination and
                intellect, and launch their imaginations.

Thursday, April 29th

7:30 a.m:       Venture off early for breakfast on your own or have breakfast at the hotel

8:20a.m:         Meet in the lobby at 8:20a.m sharp to meet Mr Jean Soulard, executive chef of
                Le Chateau Frontenac. Enjoy a visit to his kitchen!
                    Discover how a chef prepares a gastronomical experience
                    How to differentiate eating from dining and surface the connection with
                       food by drawing connections to the nature and culture of the place we are
                       visiting

9.30 a.m:       Roundtable discussion:

                Anne McKenna– a gold key concierge from Chateau Frontenac
                 Explain the mantra of professional concierge – “service through friendship”
                 How the service through friendship mantra fits within the operating
                   environment of a fine hotel such as the Chateau Frontenac.
                 How to go about quickly understanding who you are advising and
                   then matching your knowledge of experience opportunities in Quebec City
                   with the values and travel traits of the particular guest.
                 How “facilitating meaningful experiences and „connection‟ with special
                   places and people takes place.”

                A delegate from Quebec City Tourism: Ms Annie Gélinas
                 How to learn about the best experience opportunities within your region

                A delegate from the Ice Hotel: Mr Jacques Desboies



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                                  Experiential Tourism
                           Quebec City and Charlevoix, Quebec
                                   April 26 - 30, 2010

                    How service providers can seek to understand the values, traits, and interests
                     of their clients and in turn provide customized advice to launch their
                     explorations and provide experience opportunities

11.30 p.m:       Enjoy a bit of fresh air. Walk to the lower town to try the Funicular ($2/per pers)
                 and visit Canada‟s largest Co-op shopping area.

11:45 p.m:       Head over to the Théâtre Petit-Champlain where you will meet with Ms Louise
                 Lévesque, Director of Marketing for the Coop, and have a catered lunch.

                    Discover how a group of retail shops have developed a shopping experience
                     linking history and quality

2:00 p.m:        Museum of Civilization


      Explore the interactive workshop where children have the opportunity to explore history
       hands on
      Learn how they have revolutionized the way people view museums and have become in
       leaders in creating an experiential museum environment
      How to challenge the intellect and open the minds of guests through facilitating
       information exchange and hands on experience

3:30 p.m:        Head back to the Hotel to Freshen Up and Debrief

4:00p.m:         Group meeting and debriefing at the Chateau Frontenac

                How to effectively customize vacation experiences by linking activities, meals,
                 special events, etc through successful partnerships

5:45p.m:         Meet in the lobby at 5:45p.m sharp to walk over to Les Artistes de la Table
                 (Next to the Museum of Civilization)

6:00 p.m:        Cook your own dinner at Les Artistes de la Table .Learn from a chef and enjoy
                 the moment as you cook your own supper

Friday, April 30th

Morning: Participants to fly home to Atlantic Canada OR if they choose, free time in Quebec.




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                              Experiential Tourism
                       Quebec City and Charlevoix, Quebec
                               April 26 - 30, 2010




Mission Leaders
Nevin Dunfield – Tourism Atlantic, ACOA-APECA
Jackie Beauregard – Tourism Atlantic, ACOA-APECA

Participants
New Brunswick

Bruno LaPlante - New Brunswick Department of Tourism and Parks
Muriel Jarvis - The Huntsman Marine Science Centre
Joe Mcintyre - Escuminac Beach & Family Park

Nova Scotia

Doug Townsend - Taste of Nova Scotia
Linda Kennedy - Point of View Suites &RV Park Ltd.

Newfoundland

Edith Samson - Sir William Ford Coaker Heritage Foundation Inc
Teresa Greene - E. V. Heritage Council Inc.
Sonia McKim - Westons At The Airport
Jack Stanley - English Harbour Arts Centre
Colleen Duffett - Tourism Elliston Inc.
John Angelopoulos - Department of Tourism, Culture and Recreation
Kier Knudsen - The Dark Tickle Company

Prince Edward Island

Mary Kendrick - Experience PEI / Briarcliffe Inn
George Doughart - Three Rivers Roma Inc
Mark Derry - Tourism PEI
Alcide Bernard - Centre Expo-Festival
Ann Worth - A Little Gift Maple
Marsha Doiron - Holland College




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                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010




Mission Activities and Presentations

Kim Whytock – The Why of Travel
Background Information

Kim Whytock and his associates of “The Why of Travel”, focus primarily on ways to enhance
sustainable tourism experiences in both their Canadian and international facilities. They have
worked with various travel suppliers, tour operators, and destination marketing organizations to
develop and market experiential travel opportunities and programs across the country.

Kim Whytock assisted in the facilitation of this particular best practices mission, along with
Former Quebec City Tourism and Senior Advisor for the IBI/DAA Group, Pierre Labrie. Kim is
very familiar with Atlantic Canadian communities, and along with his vast tourism expertise,
enabled us to realize what is applicable and essential to extract for Atlantic Canadian Tourism
participants.

Contact Information
Kim Whytock & Associates Inc.
15 Liscomb Court
Dartmouth, Nova Scotia
Canada, B2W 4G8
Email: KimWhytock@accesswave.ca
Tel: (902) 462-2680

Brief Description of Presentations
           Welcome and presentation from Kim Whytock on experiential tourism
           While discovering experiential tourism on this mission, we looked at how local
              resorts, facilities, and service providers offer diverse experiences providing
              authenticity, inspiration, and replenishment of the spirit through the programs,
              guides, and facilitators used

Comments
   Outstanding leader for this mission – coming from a great background having worked in
    the field and walked the walk. Kim allowed us the freedom to ask anything and challenge
    traditional tourism practices. He opened the door for all presenters to make their
    presentations personal and from the heart but they still kept it very relevant to the topic or
    mission. The mission was extremely enjoyable because of all the preparation that had
    been done. I personally enjoyed the opportunity to share with others on the bus about our


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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

       companies and projects, thus enabling us to create new business relationships with the
       other participants. Kim also provides us with the names of books/authors that will assist
       in our growth about experiential tourism.
      The main elements of the concept of experiential tourism were effectively presented –
       making connections, lateral thinking (as a developer), functioning as a host, awareness
       and respect for the various types of travelers and focusing on the “why” of travel
      I learned a tremendous amount from Kim during this trip. His ability to keep things in
       perspective during this mission was phenomenal. He continued to tie everything back to
       the tourism EQ, the how not the why, etc. He did a wonderful job of engaging
       participants throughout the mission. His personal knowledge of the city and surrounding
       area was also a huge asset. He continually provided background before, during and after
       many of the presentations. My only criticism is that he did not have more of an
       opportunity to present to our group or to provide more one on one coaching. It is
       understandable why this did not occur, but I feel that this would have been very valuable
       for some of the participants.


Pierre Labrie – Former Quebec City Tourism and Senior Advisor for
IBI/DAA Group
Background
Pierre Labrie, former head of Quebec City Tourism and current Senior Advisor for the IBI
Group, is exceptionally knowledgeable of the general tourism industry, making him an ideal
tourism guide alongside Mr. Whytock. IBI Group, founded in 1974 is a leading, international,
multi-disciplinary provider of a wide range of professional services focused on the physical
development of cities.

Contact Information
580, Grande-Allée Est,
Office 590
Quebec City (Quebec)
G1R 2K2
(418) 522-2951
Fax : (418) 522-0566

Brief Description of Presentations
    Welcome and presentation of the program along with Kim Whytock.


Wendake Museum Hotel
Background Information

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                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

Wendake Museum Hotel has created a distinctive heritage exploration opportunity facilitating
culinary, natural, and cultural heritage experiences. The hotel offers high quality
accommodations and leisure activity services that complement the heritage connections and
exploration-based programs.

Contact Information
5, place de la Rencontre
Wendake (Quebec) G0A 4V0
Canada
418 847-2222
Toll Free: 1 866 551-9222
Fax: 418 847-2903
info@hotelpremieresnations.ca

Brief Description of Activity/Presentation
    Learned new methods on how to make personal connections with each visitor, to create
       experiences that are inherently personal, engage their senses and makes connections on
       an emotional, physical, spiritual or intellectual level.

Comments
   I was pleasantly surprised with this tour. I am not a museum type of person.. She made it
    so interesting and captivating. She engaged us, the customers.
   Valerye was an excellent guide – very knowledgeable about the history and artefacts.
    Could have used more time to explore the museum and visit the gift store. She advised of
    some hands on activities which would have been an added plus if we could have
    participated in. It would have been interesting to actually see the long house or recreated
    long house in the town as part of the mission – more experiential.
   Very good welcome to the province of Quebec, Wedake hotel and to the museum.



SEPAQ

Background Information
Sépaq is a province owned agency that manages various regional parks and tourism attractions.
The organization is known for its immense innovation and is very successful in developing
original and excellent outdoor experiences for tourists.

Contact Information
Ms Marie-Josée Blanchet, Director of sales and marketing
Mr Claude Beaudoin Vice-President of marketing SÉPAQ
2640 boulevard Laurier


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                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

Québec, QC G1V 5C2
(800) 665-6527

Brief Description of Presentation
    What do clients want to experience most and how do you provide customized advice and
       experience opportunities
    How can this information be transferred to service providers of private sector operations

Comments
   Both presenters provided excellent history on Huttopia Tents, Chic Choc Mountain
    Lodge and all the Discovery Activities in the park system. They had all the research
    material and figures to back up growth for the future and allow us to have a glimpse into
    their future. I wasn‟t aware of all that SEPAQ encompasses and how many site facilities
    they maintain. WOW.
   Very interesting. Excellent use of client evaluations and communicated the importance of
    research of tourism trends.
   Quebec seems to have realized how important tourism is to a region we are still working
    on it – and they also think they are still working on it. Great idea having tents ready and
    rent out to people seemed to create revenue. Will share this idea




Marlene Fortin- Wendake Tourism and Economic Development Plans
Background Information
Wendake is one of the Quebec First Nations communities that are the most active in the field of
economic development. The reserve is home to businesses operating in a range of sectors
including manufacturing, services and tourism.

Contact Information
Dave Laveau Tourism Wendake 418-847-1835 ex. 228
100, boulevard Bastien, Wendake (Québec) G0A 4V0
Tel : (418) 847-1835
Fax : (418) 847-9675

Brief Description of Presentations
    How to create vacation experiences by linking activities, meals, culture, special events,
       etc
    How to capitalize on cultural resources and create a tourism experience for visitors
    How to use experiential tourism to differentiate your tourism product in a competitive
       market

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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010


Comment
   The Wendake Economic Development Plan seems to be a model for such projects. The
    many solid stages of the plan were evident. The value of building partnerships,
    involvement by the community and respect for the culture and heritage of the region were
    evident features. More time was needed to better illustrate the key elements in the plan. It
    is not easy to be a replacement presenter and the fourth speaker at the end of a long day.
   Marlene was a fabulous stand in for Dave Laveau. The fact that she worked on the
    marketing strategy for Wendake Tourism…provided us with a firsthand insight into how
    important it was to get the community on board first before moving forward on this
    project. It was a stroke of genius to align this project with the 400th Anniversary
    providing both financial and community support for the project to move forward. Nice to
    see an aboriginal community retaining their history but moving forward financially as
    well.
   Very knowledgeable tour of the Huron Nation, culture and equipment from the 1600s.
    Very well explained the evolution of the Huron tribe from early you to the present day.


Hotel Wendake – Famous Aboriginal Restaurant:
Background Information
The Restaurant offers original and quality culinary for visitors and is comprised of unique,
traditional, native meals. Visitors have the opportunity to taste these inspiring dishes, while
simultaneously enjoying the unique cultural atmosphere.

Contact Information
10 Bastien Boulevard
Wendake (Québec) G0A 4V0
Website : http://www.sagamite.com
Email : sagamite@videotron.ca
Phone : (418) 847-6999
Fax : (418) 847-7420


Mr Steve St-Charles - The Local Development Corporation (CLD) for the
Island of Orleans

Contact Information
Tel: 418-829-0297
Email: steve.st-charles@cldio.qc.ca


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                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Brief Description of Presentation
    Discussed how to assist private sectors in developing new products, services and
       investments.
    What a Local Development Corporation can do to assist in promoting experiential
       tourism to private sector businesses

Comments
   His love of his island and the passion he spoke with. It was not just listening to a
    presentation by seeing/meeting examples of his message.
   This person was well-informed and concerned about the welfare of his clients. He
    introduced the “audio guide” as a local tourism initiative. Too much time was spent on
    this resource. The presenter did not provide much background information on the various
    sites visited.
   From the moment that Steve walked on to the bus he displayed an undeniable level of
    energy, enthusiasm and passion about what he does. Steve had an opportunity to quickly
    share some information about the tourism initiatives taking place on l‟Ile d‟Orlean. Some
    of the programs appear to be having great success, such as the audio tours and the
    producer/restaurant cookbook.


Domaine de la source à Marguerite

Background Information
Currently consisting of more than 5,000 grape vines of different varieties, Domaine de la source
à Marguerite first originated in the spring of 2002, and now covers approximately 3 hectares of
land. There are 34 varieties offered which consist of a vast array of fruits such as apples, pears,
plums, cherries, raspberries, gooseberries, currants, and grapes. Vineyard owners have studied a
variety of techniques and processes from other wineries and cider houses in Quebec and Ontario
regions, with the intention of producing only the most superior quality wine for customers.

Contact Information
Vignoble Domaine de la source à Marguerite
Madame Diane Dion
3788, chemin Royal
Sainte-Famille
Tel: 418 952-6277
Web: www.domainemarguerite.com

Brief Description of Presentation
    How to go the extra step to connect the buyer mentally to the artisan or the product
    Why attention to detail and quality are critical ingredients to success



                                                17
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Comments
   Diane as the owner shared with us a little of herself which is what experiential tourism is
    all about. It was interesting to see the orchid, winery and retail shop…also to sample her
    award winning products…as well as take some away with us. If we could have been
    involved with pressing some apples or actually bottling some wine it would have created
    a more lasting memory of her spot for me.
   Skilled presenter; well informed and efficient in the use of time. The presenter explained
    how the new owner honoured the culture of the village. The name of the winery honours
    a well-known resident of the place. There was ample evidence that a good work ethic is
    essential to a successful enterprise.
   This session was very interesting for me due to my involvement with the wine industry in
    Nova Scotia. Diane provided a very thorough tour (especially considering the time
    constraint). She explained a lot about her products, but she didn‟t talk a lot about what
    they have done to develop unique winery tourism experiences. I thought that the tasting
    could have been improved if it was done more as a group. (ie – if all of us tried the same
    wine at the same time and had it explained to us by Diane



Jos Paquet - Local Fisherman
Background Information
Established for over 35 years, Jos Paquet fishery, located in St-Pierre combined with an attached
processing plant, allows fishermen to prepare and sell the fish in a many different forms and
assortments. What makes this particular fish such a popular and traditional delicacy, is the secret
recipe that Mr. Paquet follows to prepare the fish for loyal customers.

Contact Information
Poissonnerie Jos Paquet
Monsieur Jos Paquet
2705, chemin Royal
Saint-Pierre-de-l'île-d'Orléans
418 828-2670
josanguille@yahoo.ca

Brief Description on Presentation
    How to go the extra step to connect the buyer mentally to the artisan or the product
    How to differentiate eating from dining and surface the connection with food by drawing
       connections to the nature and culture of the place visited.

   Comments
      His passion was infectious. The product was excellent.



                                                18
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

          What a character..authentic to the core..Jos Paquet loves his job and it shows. It‟s too
           bad he doesn‟t have someone to pass it on to or who would like to carry on the legacy
           and history. Unique location and way he gets tourists to stop with this lawn display
           and even better IT WORKS. Loved the tasting of the different smoked fish/eel and
           seeing inside the smoker…could have spent more time if there wasn‟t a language
           issue for me.
          Evidence that a small producer with a good reputation for quality product can be
           successful. The producer had clearly mastered the skill of creating food products with
           a very strong appeal to consumers.


Monique Tailleur - Cabane à Sucre l’Entailleur (Sugar Shack)
Background Information
Located on Île d'Orléans, a total of eight generations of the Tailleur family have worked together
to build a tremendous sense of authenticity and traditionalism with the sugar shack. Owners of
the small, family-run business, welcome visitors and tourists into their kitchens for a radiant and
unforgettable taste of sweet maple syrup.

Contact Information
Cabane à sucre l'En-Tailleur
1447, chemin Royal
Saint-Pierre-de-l'Île-d'Orléans QC G0A 4E0
Tél.: 418-828-1269
Fax: 418-828-2344
contact@entailleur.com
www.entailleur.com

Brief Description of Activity
    L'En-Tailleur offered a traditional "sugaring-off" meal, which was served by a member of
       its courteous staff in the warmest of family environments.

Comments
   All the visitors seemed to be enjoying the food and the music. The maple syrup taste and
    the information was up to my expectations
   Sugar shack was an excellent experience. Would have liked to really see maple syrup
    being made..., lunch was great. Loved the entertainment. What a great idea.
   Great family business, well organized, managed and market to bring in new product and
    family to socialize in produce and family to socialize in a friendly environment.



François Gariepy - Tourism Charlevoix,


                                                19
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Background Information
Tourism Charlevoix, a private non-profit organization, is known to be a contributing force in
regional tourism. The organization deals primarily with information infrastructures and
promotional tourist development in the Charlevoix region.

Contact Information
Tel: 418 665-4454 x 230
Fax: 418-633-2429
Tourism Information Centre of Charlevoix.
(6 miles before Baie Saint-Paul downtown on your right)
444, Boul. Mgr. de Laval
Baie Saint-Paul, QC G3Z 2V3
Email: Francois.gariepy@tourisme-charlevoix.com

Brief Description of Presentation
    Throughout the day, Francois helped teach the basic concepts and skills associated with
       customized tourism packaging, experiential travel, and niche market focus
    How to build relationships with guests/visitors that continue after the visit, rather than
       just selling them a single travel product
    How to “up sell” a visitor and offer a true experience as opposed to simply a bed

Comments
   He provided some excellent points on the importance of packaging
   Francois was outstanding not only in the information that he pass on to us but also
    because we had access to him for a longer period of time. Tourism Charlevoix have a
    very exciting time ahead of them in the planning/implementation and connecting the
    region with its newest venture Le Massif. Hopefully the true essence of Charlevoix will
    continue and blend well with all this new growth. They have approached it well by
    building over time and adding new features and entrepreneurs yearly. I‟ll definitely be
    back to participate in their success.
   Very enthusiastic knowledgeable and intelligent individuals deal on the world market for
    the region of Charlevoix. Type of individual which would reach the extra mile to achieve
    his goal.



Isabella Mihura - Route des Saveurs
Background Information
Routes des Saveurs offers a varied strategy for experiential tourism. This small traditional farm
uses ducks for various products and provides visitors with the opportunity to join in a guided tour
of the facilities with explanation of traditional “force feeding” techniques. Visitors are also
welcome to try a taste of this very traditional and popular Quebec product.


                                                20
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010


Contact Information
Visit La Ferme Basque
Contact : Isabelle Mihura
813 rue Saint-Édouard
Saint-Urbain
 418-639-2246
lafermebasque.ca
contact@lafermebasque.ca

Brief Description of Presentation
    How to go the extra step to connect the buyer mentally to the artisan or the product
    How to differentiate eating from dining and surface the connection with food by drawing
       connections to the nature and culture of the place we are visiting.
    How to challenge the intellect and open the minds of guests through facilitating
       information exchange and hands on experience
    How guests can gain a new perspective through the eyes of the artisan, farmer, chef, etc
    Going the extra step to create memorable experiences by connecting the buyer mentally
       with the artisan and product

Comments
   Isabelle was delightful and very open on the issue of forced feeding. She lives the life and
    has hands on with the full operations and gift shop…you can see that. Although the
    business operates all year round there are definitely better times in the year to visit – like
    late spring/summer to be able to experience the ducks outside. We could better appreciate
    the quality of life she is allowing her animals to have by putting them outside because it
    would be easier and less expensive to house them in a barn all the time.
   This project thrives on providing what the consumer wants – top quality foie gras. The
    end justifies the means was clearly evident. The presenter was very forthright, committee
    and clear with the message.
   Isabelle and her daughters are the future of what a small business should be like, well
    organized, work together with other small producers to achieve their goal. Selling locally
    – great product.




La Maison d’Affinage Maurice Dufour – Cheese Maker
Background Information
Founded in September 1994, this cheese making business offers a look into what the processes
are for making and aging several different varieties of cheese by executing a guided tours and


                                               21
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

product samples. The company‟s objective is to produce the finest quality of cheese and continue
to grow its clientele.

Contact Information
1339, boulevard Mgr-De Laval (route 138)
Baie Saint-Paul
Tel : 418-435-5692
Web : www.fromagefin.com
Email: affinage@fromagefin.com
Contact : Francine Bouchard

Brief Description of Presentations
    How guests can gain a new perspective through the eyes of the artisan, farmer, chef, etc
    How to go the extra step to connect the buyer mentally to the artisan or the product
    How to challenge the intellect and open the minds of guests through facilitating
       information exchange and hands on experience

Comments
   This visit was different than I expected – I was thinking animals – mud, fields, etc. This
    looked like a very professional establishment. Maurice came across as a very proud man
    who will only produce the best.
   I feel that the presenter is a very solid businessman who has perfected his skill as a
    cheese-maker. He exuded confidence. He clearly had a strong reputation in the
    marketplace/ unfortunately, it was necessary to involve a translator, Francois, for this
    presentation. His level of fluency in English and his style were distractions. The
    infrastructure at this site is very inviting to the visitor.
   Excellent choice! Very nice set up for the tasting, with tables, chairs, water, etc. good
    overview – would have been nice to see some of the process




Frederic Gonzalo - Massif Project Presentation

Background Information
Le Massif de Charlevoix is known for its integrated community project which emphasizes the
concept of Durable Touristic Development. Prior to joining Groupe Le Massif in 2008, Frédéric
Gonzalo worked in marketing for Fido Solutions and Via Rail. His 10 years of international
experience stem from his positions as Director for International Market Development at ViaRail,
and as International Sales Representative for Mont-Tremblant Ski Station as well as a number of
resorts across the US, Caribbean, Chile and Japan.


                                              22
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010


Contact Information
VP Marketing and communications
Phone: 418 948-1725 x20
Fax: 418 951-5488

Brief Description of Presentation
    How to realize that your destination has greater potential
    How to tie experiences in with a nature destination
    How can we break from traditional interpretation to attract guests to our region?

Comments
     The presentation offered evidence of many solid principals of tourism development-
        integration, authentic experiences, sustainability, respect for the integrity of the
        community and the appeal of planned surprises for clients rather than all-inclusive
        promotions.
     Very interesting presenter. Loved the ideas. Can‟t wait to visit le massif when it‟s
        finished.
     Wow. What an amazing project planned for Charlevoix. It was fascinating to get an
        inside perspective from Frederic about the development process for this mammoth
        undertaking. It‟s amazing to learn what can be accomplished when community input
        is valued regardless of the profile or wealth of the developer. Nova Scotia could learn
        a lot from this. Frederic was a wonderful presenter that knew his business inside and
        out.




André Simard - Agro-tourism Label from Charlevoix Presentation

Contact Information
Tel: 418 435-3673

Brief Description of Presentation
    How to encourage artisans to work together to promote a common experiential
       tourism destination
    How can the strongest players benefit the smaller agri-tourism producers

Comments
   Good commentary and shows the potential in developing themes like the flavour trail.
   It is very impressive on how this region with only 30,000 populations has grown with the
    Agro-tourism (Flavours Road) less than 15 years. Amazing that this one product (the


                                              23
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

       Flavour Road) and its producers could grow to be a 42 million dollar export with a 4
       million dollar marketing budget..opens up the possibility for thinking a little differently in
       our region.
      Some good ideas on how to package and market your local products and producers


Scott Kingsland - Atelier Pare

Background Information
This econo-museum has a very unique approach to traditional Quebec legends by interpreted
through the medium of wood sculpture. Discover the stories of witches, will-o‟-the-wisps, devils,
imps, werewolves and spirits through the works of artists from past and present. Visitors have a
rare opportunity to meet and talk to local sculptors, and visit the sculpture garden, an open air
museum.

Contact Information
Scott Kingsland at 418-827-3992
Email: scott@atelierpare.com

Brief Description of Presentation
    How to use storytelling to create memorable experiences
    Tested skills as a woodcarver

Comments
   I was disappointed we could not carve. He is an excellent storyteller.
   Scott and his wife Francois were amazing both in the showmanship with the theatre and
    their ability with the artistic side. They are definitely “the experience”. You can relate
    through the storytelling and humour and it is all heightened by seeing the quality of the
    carving projects they are working on. Again it would have been interesting to have had a
    hand on project with the wood…carving something which we all thought was going to
    happen but didn‟t.
   This was a very animated presentation. Storytelling is an effective medium. The presenter
    was able to engage the client, impart critical learning and de-mystify the skill of
    woodcarving. The popularity of allowing the client privileged access was demonstrated.




David Mendel - President of Canadian Cultural Landscapes

Background Information


                                                24
                                 Experiential Tourism
                          Quebec City and Charlevoix, Quebec
                                  April 26 - 30, 2010

David Mendal is an expert on learning travel. He has built an international reputation for
excellence in all areas relating to group travel packages, meeting planning, lectures and tours.
Since 1983, Canadian Cultural Landscapes have provided travel programs across Canada for
groups from leading universities and museums, as well as tours of Québec City for many notable
individuals. David Mendel is an architectural historian who studied in Toronto and Paris before
moving to Quebec. He has led numerous tours in Eastern Canada, from Lake Ontario to the
Atlantic. A resident of Quebec City‟s historic district since 1976, he has been involved in several
campaigns to protect endangered buildings and sites. He has served on advisory committees for
city council, on religious architecture and the management of Quebec‟s historic district.

Contact Information
Visites culturelles Baillairgé Inc.
51, rue des Jardins
Bureau 200
Québec QC G1R 4L6
Tél.: 418-692-5737
Fax: 418-692-5218
davidmendel@culturaltours.ca
www.culturaltours.ca

Brief Description of Presentation
    How to help guests to see the less “apparent,” challenge their imagination and intellect,
       and launch their imaginations.
    Discovered how learning travel changed the way visitors experience a destination

Comments
   His passion for the city and his desire to share this passion is obvious. His knowledge of
    the history and architecture makes him an excellent resource.
   Wow. A mover and shaker in the tourism field. David reinvented himself and is doing it
    again due to the changing markets. He created a unique company who provides very
    specialized services to unusual clients. He customized a museum tour and created a
    unique experiential product using history to motive him. Who knew that history could be
    this much fun…David did and everyone he exposed it to know it now.
   Will Rogers said that to be successful is simple. Know what you are doing, love what you
    are doing, and believe in what you are doing. This presenter illustrates the truth of that
    statement. The concepts that were set forth and the thoughtful questions for the
    developers to consider in the preparation of tourism programs and in the development of
    a site were outstanding elements of this presentation.



Caroline Roy - Parks Canada Guide

                                                25
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010


Contact Information
Parks Canada National Office
25-7-N Eddy Street
Gatineau, Quebec
Canada
K1A 0M5
General Inquiries:
888-773-8888

Brief Description of Presentation
    An introduction to Old Quebec City from the vantage point of the famous “Terrace”
    How to ignite the minds of your visitor
    How guides assess and connect with their guests to facilitate great experiences

Comments
     Walking and learning was an excellent change from sitting in a conference room. I
        was not aware parks Canada owned parts of Quebec City.
     The presenter had excellent presentation skills. The presenter established a strong
        rapport with the participants and showed a genuine desire to please and inform. The
        value of providing authentic experiences was clearly illustrated. The opportunity for
        privileged access (to the ruins of the Fort) was a singular highlight.
     Very interesting tour of old Quebec City and the work being done by Park Canada to
        preserve the history of the area.




Les Promenades Fantômes - The Original Ghost Lantern Walking Tour

Background Information
In the form of an interactive play, browse the streets of Old Quebec and learn about the judiciary
at the time of New France. Visitors have the spectacular opportunity to see where the imprisoned
criminals were kept and hanged.

Contact Information
85 rue Sault au Matelot
 Quebec, QC G1K 3Y9
 Tel.: 418-694-2412
 Fax.: 418-694-9215
 Toll Free: 1-866-694-2412
Email: info@promenadesfantomes.com


                                               26
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Brief Description of Presentation
    How storytelling can create excellent bonding with visitors
    How to help guests to see the less “apparent,” challenge their imagination and intellect,
       and launch their imaginations.

Comments
   Very informative sixteen century historic walking tour of old Quebec at night with great
    performances acting each stage of the early years. Kept everyones attention till the final
    skit.
   Was really impressed by this. Thought the characters were great and enjoyed the
    experience thoroughly
   The performers were highly skilled and succeeded in stirring ones imagination. The
    medium was an effective was to reveal some interesting historic places and culture. The
    two-hour walk was a bit long and the cold conditions challenged some participants but
    the “entertainment” was great.



Mr Jean Soulard, - Executive chef of Le Chateau Frontenac.
Background Information
At Fairmont Le Château Frontenac, guests are guaranteed a memorable and inspiring stay in one
of the most beautiful cities in the world with easy walking access to all of the wonderful sites and
experiences that Old Québec has to offer. Jean Soulard, the first Canadian Chef to be awarded
the “Maître cuisinier de France”, has held the position of Executive Chef at Fairmont Le Château
Frontenac since 1993 – year of the hotel‟s centennial. The culinary art at the Château is indeed
enriched by Chef Soulard‟s many years of culinary experience as well as his international
reputation. Jean Soulard was born in the small French village of La Gaubretière in which these
roots provided Chef Soulard with an enduring love of nature, a passion for a job well done and,
above all, the dual culinary heritage of his grandmothers, one of who had an inn and the other a
bakery.

Contact Information
1 rue des Carrières
Québec, Quebec
Canada
G1R 4P5
TOLL FREE: (866) 540-4460
 International Numbers
TEL (418) 692-3861
FAX (418) 692-1751
E-MAIL chateaufrontenac@fairmont.com



                                                27
                              Experiential Tourism
                       Quebec City and Charlevoix, Quebec
                               April 26 - 30, 2010

Brief Description of Presentation
    Discovered how a chef prepares a gastronomical experience
    How to differentiate eating from dining and surface the connection with food by drawing
       connections to the nature and culture of the place that was visited

Comments
   One of the most down to earth Chefs I have ever met, so approachable (I met him in the
    hall and had a 5 minute conversation with him). Loved being able to go into the Chateau
    Frontenac kitchen to see what everyone wonders about… what does the kitchen look like
    and how do they produce all the meals each day. He shared his passion for his new
    creation…the roof top herb garden and his love of fresh, locally grown produce which
    comes from people who love what they do and it shows.
   This presenter illustrated how the general deportment, manner and attitude of a
    leader/developer can positively influence outcomes. He has clearly mastered the skill of
    building partnerships and positive working relationships. He can effectively communicate
    the essentials of that skill as well as demonstrate the values of such conditions for the
    client/consumer/visitor. The presenter showed a genuine rapport with the culture of the
    region and a commitment to honour that culture in his role as a provider of dining
    experiences.
   Being married to and having worked with a number of executive chefs over the years, I
    have to say that Chef Soulard seems to be a real class act. He is a true leader in the
    Canadian culinary landscape. His passion for the use of local ingredients is obvious and
    his love of food and his profession is unmistakable. I have to admit that I have heard
    much of what he spoke about from other chefs, but I think that his delivery was down to
    earth and wasn‟t intimidating. The tour of his kitchen and the view of his rooftop gardens
    were definite highlights. The description of his successful cooking classes was very
    appropriate for the topic of our mission. This same type of concept could be applied to
    accommodations and restaurants of all sizes.




Anne McKenna– Gold Key Concierge from Chateau Frontenac
Contact Information
1, rue des Carrières, Québec, Québec, G1R 4P5
Tel: 418 691 2129 Fax: 418 692 1751
Hotel website: www.fairmont.com
Email: anne.mckenna@fairmont.com

Brief Description of Presentation


                                             28
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

      Explained the mantra of professional concierge – “service through friendship”
      How the service through friendship mantra fits within the operating environment of a fine
       hotel such as the Chateau Frontenac.
      How to go about quickly understanding who you are advising and matching your
       knowledge of experience opportunities in Quebec City with the values and travel traits of
       the particular guest.
      How “facilitating meaningful experiences and „connection‟ with special places and
       people takes place.”

Comments
   The information was fantastic and will be very useful in our training for our students and
    staff.
   Several useful concepts respecting service to clients were offered – transforming simple
    moments into unforgettable memories, having an attitude of friendliness, learning ones
    role. Too much time was spent on the worldwide organization to concierges – les chefs
    d‟or and how the meetings are managed. That is irrelevant to this mission. Why would a
    lead concierge read so much of her presentation including the introductory statement
    containing her name? this seemed very strange for one in such a role where service to
    people, eye contact, confidence with people and genuine rapport are critical. Reading a
    prepared script to an audience has pretty well passed its best before date as an effective
    form of presentation.
   Anne‟s passion and willingness to go the extra mile for her customers was remarkable:
    she should be reaching customer service seminars to industry all over Canada. The Gold
    Key program is wonderful.. I went to Halifax immediately after leaving Quebec, and my
    concierge at the Prince George had these keys as well!



Ms Annie Gélinas -Delegate from Quebec City Tourism

Background Information
Québec City Tourism brings together over 1,000 businesses in the tourism sector and has been a
department of the City of Québec since January 2002. As a regional tourism association, Québec
City Tourism coordinates and represents the local tourism industry.

Its mission is to actively contribute to industry success through incorporated and corresponding
marketing and development efforts (aimed at visitors as well as business clienteles and the
media), reception services for tourists, and information to the industry.

Contact Information
Quebec City Tourism
Tourism Information Office

                                               29
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

835 avenue Wilfrid-Laurier
Quebec, QC G1R 2L3
Tel: 418-641-6290
Fax: 418-522-0830
Email: info@quebecregion.com

Brief Description of Presentation
    How to learn about the best experience opportunities within your region



Mr Jacques Desboies - Delegate from the Ice Hotel

Background Information
A seasonal attraction in itself, the Hôtel de Glace is redesigned and rebuilt in its entirety every
year. Since it opened its doors in 2001, the Hôtel de Glace has impressed over half a million
visitors! With snow archways towering over 5 meters tall and crystal ice sculptures standing by
the warmth of the fire, North America's only ice hotel has made a name for itself not only
through its architecture and artistry, but also its warm hospitality.

Contact Information
75, Montée de l‟Auberge, Pavillon Ukiuk
Station touristique Duchesnay
Sainte-Catherine-de-la-Jacques-Cartier
Québec Canada G3N 2Y5
Tel. : 418 875-4522
Toll free : 1 877 505-0423 (Canada et États-Unis)
Fax : 418 875-2833
General information: information@hoteldeglace-canada.com

Brief Description of Presentation
    How service providers can seek to understand the values, traits, and interests of their
       clients and in turn provide customized advice to launch their explorations and provide
       experience opportunities

Comments
   Was a bit difficult to stay focused with him. I was not totally impressed as the ice hotel is
    not his original idea. Although this is not true for his situation as his competition is in
    Sweden, one thing I find undesirable about this industry (and a lot of other industries I
    guess) is the “me too” operations.
   Gave me the feeling that a dream can become a reality with time and hard work
   While it may have been assumed that participants had a basic knowledge of the Ice Hotel,
    not all did. A brief introduction giving location, capacity, rates, services, etc. would have

                                                 30
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

       been worthwhile at the outset. The presenter used a soft voice and often had his head
       down making it very hard to hear the message. It was evident that the project was guided
       by clear goals, thoughtful planning and a steady attachment to who the clients are.



Ms Louise Lévesque, Director of Marketing for the Coop – Théâtre Petit
Champlain

Background Information
Théâtre Petit Champlain offers tourists a musical display that blends music with theatre, and the
unforgettable chance to meet multitalented artists. The theatre offers a unique and memorable
experience at the forefront of the Québec cultural scene.

Contact Information
Louise Lévesque 418-692-2613 #223
68 rue du Petit-Champlain, Québec, Québec, Canada, G1K 4H4
Téléphone: 418 692-2631(Ticket office)
Fax: 418 692-5515
Email : informations@theatrepetitchamplain.com

Brief Description of Presentation
    Discovered how a group of retail shops have developed a shopping experience linking
       history and quality

Comments
   The presenter clearly articulated the management plan that enables the Petit Champlain
    Co-op to be economically viable while maintaining the cultural integrity of the area.
    Commitment by the members to the decision-making process and to the code of by-laws
    was essential.
   Very interesting presentation. Some very good ideas on cooperative business
   Excellent knowledge of the coop system. Enthusiastic public speaker which kept
    everyone interest, to promote the people she represent. Very interesting subject.



Julie Gagnon - Museum of Civilization

Background Information
For the visiting public, the Museum of Civilization is most distinguished for its permanent
galleries, which explore Canada‟s 20,000 years of human history, and for its architecture and
astonishing riverside setting. The Museum also presents an ever-changing program of special

                                               31
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

exhibitions that expand on Canadian themes and explore other cultures and civilizations, past and
present. The Museum of Civilization is also a major research institution. Its professional staff
includes leading experts in Canadian history, archaeology, ethnology, folk culture, and more.

Contact Information
Ms Julie Gagnon - Communications
Francine Desbiens - Tourism
55 rue Dalhousie
Tel : 418-643-2158

Brief Description of Presentation
    Explored the interactive workshop where children have the opportunity to explore history
       hands on
    Learned how they have revolutionized the way people view museums and have become
       in leaders in creating an experiential museum environment
    How to challenge the intellect and open the minds of guests through facilitating
       information exchange and hands on experience

Comments
   The museum has experiential areas for science, self discovery areas of display but all
    have special play areas with learning guides for both children and adults. This museum
    has definitely put the play back into discovery.
   I loved the museum of civilization. They had great displays – very interactive. I think you
    could spend hours looking around.
   Interesting visit to the museum, both tour guides were very dedicated the group and were
    very informed on their subject.



Madame Louise Martineau - Les Artistes de la Table

Background Information
Les Artistes de la Table is an exclusive concept that brings together 10 to 16 participants for a
customized culinary experience in the modern kitchen of a beautiful neo-classical house located
in Québec City's Old Port. Les Artistes de la Table offers "on demand" custom cooking classes
to the public.

Under the supervision of Louise Martineau, international culinary expert, participants cook up a
menu of their choosing. It is an unforgettable experience where techniques and chef's secrets are
revealed.

Contact Information


                                                32
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

Madame Louise Martineau
Propriétaire
Les Artistes de la Table
105, rue Saint-Pierre
Québec QC G1K 4A3
Tél.: 418-694-1056
Fax: 418-692-4008
Email : info@lesartistesdelatable.com
Web: www.lesartistesdelatable.com/

Comments
   A truly great experience! This model has much potential as a culinary experience in
    tourism. The professional host led from behind; a very effective teacher and guide.
   This was a fabulous experience! Certainly an idea that can be duplicated in our area, if
    not in our organization. An amazing way to end a very memorable week!
   Louise and Donald became family the moment we entered their kitchen. Very appropriate
    for the closing of the week tour with such a great group of people and leaders. They were
    well organized and prepare for the evening. Thank you for an unforgettable evening.



Evaluation of Mission (taken from participant surveys and debrief discussions)
Strengths
        The greatest strength to the mission was the quality of the people who were asked to
          speak to us as experts in their fields. I received a wealth of information through their
          life experiences and challenges that they expression to us on how to start, build, and
          grow their businesses or treat their clients.
        The pace of the agenda, the expertise and style of the facilitator, the range of the sites
          visited the plenary presentation by Kim Whytock, the willingness of the other
          participants to share experiences and ideas, and the opportunity to reinforce new
          concepts during successive presentations.
        The wonderful experience that I had, the things that I learned, the ideas that I have for
          my region, the people that I meet from Quebec and the wonderful people that also
          participated in the mission. I now have contacts all over Atlantic Canada and beyond.
        It opened our eyes to new concepts however, made us realize that even after years in
          tourism, Quebec has some of the challenges that we face and that some of the ideas
          we have been working on is timely and the new ideas that we could do in our own
          areas. Not only did we learn from Quebec but from each other.
        Quebec City was the ideal location for this mission. The facilitators were all
          committed to providing participants with valuable information about their particular
          area of expertise. Kim Whytock did an outstanding job at maintaining perspective
          during and in between presentations. Jackie and Nevin were diligent when it came

                                                33
                                Experiential Tourism
                         Quebec City and Charlevoix, Quebec
                                 April 26 - 30, 2010

           time to keeping things on schedule. This was extremely important due to such an
           action packed itinerary. Finally, this was a fantastic group of participants. A diverse,
           yet compatible group of individuals.


Weaknesses
   Not enough time for our own discovery
   The only weakness on this mission was the lack of hands on experiences which could
     have been very easily overcome. One or two participants could have taken part in a hands
     on learning component of each activity then transfer all benefits of doing so to the
     remainder of the group by answering questions. Using all your senses in an experience is
     an extremely important part of experiential tourism and the participants could have
     conveyed that back to the group.
   Language was a challenge on this mission. Some participants were not competent in
     French as a second language and some presenters likewise had difficulty presenting their
     message in English.
   A few presenters were not well prepared and others were not confident in front of an
     audience.
   I felt that that the mission schedule was a little too tight. I did sense that group was a little
     fatigued near the end. A little more free time for each day may have helped with this
     issue. I also thought that some group workshops may have been useful (ie – working in
     groups to apply leanings to case studies). On a personal level, this was one of the busiest
     weeks of the year for me. As a result I was a little distracted at times and had to leave
     early due to a high priority commitment.


Lessons Learned/Recommendations
           We have ideas on expanding our interpretive tours into a different subject. When
             we do this the mission gave me some ideas on how to improve our regular format.
           We will review our way of offering the heritage experience to our visitors. We
             will re-write our training manual using points given by Anne McKenna
           We will be hiring a student to assist us in the e-commerce/e-marketing of our
             business. I realized that through conversations with other participants on the
             mission as well as some presenters the importance in having a social media,
             blogging, twitter component to our businesses. We have hired a 4th year business
             major from UPEI to work with us on both Briarcliff Inn and Experience PEI to
             maximize the potential on both websites. She will also assist in building ideas for
             future experience from the perspective of a 20 something age group – young
             professional and a new generation of tourist.
           Looking at how to develop more hands-on product. We already do a community
             night with learning travel programs how have a couple more ideas to incorporate.
           After the mission I had a renewed sense of purpose which I have been able to
             apply to a number of projects. Kim really helped me to start thinking about

                                                 34
                               Experiential Tourism
                        Quebec City and Charlevoix, Quebec
                                April 26 - 30, 2010

               tourism is a completely different way – „it‟s about the why, not the how‟. I‟m now
               working with my team to think of how we work with our member businesses on
               crafting experiences with this in mind.
              The mission met my expectations but unfortunately didn‟t exceed it due to the
               lack of hands on experiences that were provided. I feel that an experiential
               experience has to have a learning component which allows the person to
               experience through a hands on activity which wasn‟t included in all activities on
               this mission
              I expected more “hands-on”/”experiential” learning opportunities. A lot of what
               we did was based on observation/consumption, not learning/doing.

Please See Appendix A for graphs pertaining to the participants‟ evaluations.


Conclusion
The Experiential Tourism Best Practice Mission was an effective, insightful and informative
experience. The group of 18 participants ranged from government representatives, inn owners,
museum operators, board representatives and more, all from organizations and business which
are substantially involved in the tourism industry.

During the mission, the group visited Quebec City and surrounding areas such as Charlevoix
through tours, tastings, hands-on learning activities, and presentations. These events created
learning experiences that were both impressive and beneficial.

Lessons learned on the mission were taken into great consideration as the participants were
exposed to a vast array of new ideas, concepts, and unique partnerships. They had a chance to be
in the company of likeminded people both from Atlantic Canada and from Quebec.

Overall, the Experiential Tourism was a great success with the gain of new contacts, ideas,
memories and support. From the mission evaluation, 94 percent of respondents believed that the
mission had met or exceeded their initial expectations. The other 6 percent said although the
mission was extremely informative and effective, they expected more “hands-on, experiential
learning” opposed to observation and consuming. From evidence of the mission evaluation
forms, the participants have returned home with many new contacts and motivation to become
more successful than ever.




                                               35
                      Experiential Tourism
               Quebec City and Charlevoix, Quebec
                       April 26 - 30, 2010




Appendix A

                   Mission Arrangements
         5.1
           5
         4.9
         4.8
         4.7
         4.6
         4.5
         4.4
         4.3
         4.2
         4.1




                               36
                 Experiential Tourism
          Quebec City and Charlevoix, Quebec
                  April 26 - 30, 2010


                     Businses Relevance
2.85
 2.8
2.75
 2.7
2.65
 2.6
2.55
 2.5
2.45
 2.4




             Presentations and Seminars
4.7
4.6
4.5
4.4
4.3
4.2
4.1
 4
       Information    Knowledge of    Quality of   Time allotment
         content      Presenter(s)   information
                                       provided




                                37
           Experiential Tourism
    Quebec City and Charlevoix, Quebec
            April 26 - 30, 2010


             Mission Expectations
8
7
6
5
4
3
2
1
0
    Exceed            Fail          Meet




                      38

				
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