From the stage of the MacDonald Aviemore Resort auditorium,
Cairngorm Business Partnership (CBP), chairman, Duncan Mackellar kicked-off the
proceedings by extending a warm welcome to the 130+ delegates attending the
2012 Business Conference. http://www.visitcairngorms.co.uk/
Alan Rankin CEO of CBP then outlined the programme and
procedures for the day and later explained existing and unveiled the launch of
new membership benefit schemes in partnership with the Business Conference sponsors,
the Route Organisation.
Mid-morning, Sandra Middleton; Sustainable Business
Programme Manager with the Cairngorms National Park Authority (CNPA) delivered
a thorough, indeed inspirational presentation, clearly outlining the aims of
the CNPA and how sustainable business development is an integral part, essential
for the future well-being, of any National Park. Sandra gave a compelling vision
for the future of nature and people thriving together. http://www.cairngorms.co.uk
After Sandra’s excellent presentation, delegates rotated
through three very different workshops which extended into the afternoon,
following an excellent buffet lunch. http://www.macdonaldhotels.co.uk/Aviemore
Workshops ~
i) There was an introduction and full explanation as to how
members could effortlessly maximise savings through the CPB recently forged
link with the Route Organisation. http://www.routeorg.co.uk
ii) As always, social-media guru Rene Looped of TuMinds
enthusiastically waxed lyrical about how best to utilise and ensure effective
use, thus generate business from the various media options ~ Facebook,
including use of PicMonkey & adding features to allow ones website to
become ‘mobile friendly; Twitter ~ the key being to be friendly by retweeting
and honing in on key words to see what potential clients might planning.
However, Rene’s main message for this session was to get one’s business ‘mobile
friendly’ by ensuring existing and potential customers could easily find your
business. Certainly influential in modern business promotion comes through
‘recommendation’ on sites such as Trip Adviser. A key phrase used by Rene was ~
‘good reviews make for easy choices’. Reading a good review takes away a lot of
the uncertainty for potential guests. It’s all now very much ‘Word of Mouse’! http://www.tuminds.com
iii) Two young ladies from the Energy Saving trust delivered
a double act on how to access new grants, advice and cost savings schemes on
energy efficiency, including low/neutral carbon vehicles.
‘Making
it Happen’ was an amazing address to delegates
delivered by the Olympic Park Manager ~
London 2012, Clive Stephens. Clive Stephens has been involved in the
running many businesses of varying size. Before taking on his senior role
Olympic Park he managed Alton Towers. He had concluded that fundamentally, although
the actual nature of our respective ‘Parks’ were rather different, the actual
management strategy and modus operandi were fundamentally the same ~ all with a
mission to provide the best possible ‘customer experience’.
In sharing his model for project/business success, Mr
Stephens listed several key essential factors including ~
- Creation of
a vision for the business with clear aims and objective ~ led from the top
- Fill the
structure with the most important resources ~ the best people and
allowance of time ~ do not take shortcuts
- Train staff
well, giving people wide ranging skills
- Foster
teamwork and collaboration through detailed planning and rehearsal to
ensure processes are effective and staff confident, able to adapt to
change/remain calm in the event of any challenges
- Investment in people and planning will pay dividends.
Never having been to the Highlands before, Mr. Stephens was
clearly very impressed by the Scottish landscape and quality of service
provision within the Speyside/Cairngorms area. He began his talk by sharing
with his audience the big ‘Wow! Factor’ he had experienced when stepping on to
the platform at Aviemore Station and finding himself compelled to rotate
through 360 degrees to fully appreciate the
vista. Clive stated very clearly ‘l’ll be back’!
Clive Stephen’s reaction to his first experience with the
Scottish Highland for me echoes the experience of so many delegates who
attended the 2010 Adventure Travel World summit held in Aviemore. Very few of
the delegates had ever been to Scotland before. Indeed many people, includes
Scots, had doubts about Scotland as a viable Adventure Tourism destination.
However, ATWS showcased Scotland as a most excellent Adventure/Wildlife Tourism
Destination to a worldwide audience, in a way never done before or since.
Delegates were blown away by our Highland scenery and huge range of high
quality outdoor activities available ~ walking both low level &
mountaineering; canoeing; kayaking; sailing; golf; biking ~ on & off road;
wildlife watching; snowsports, etc., ~ with something for everyone and all
within easy travelling distance. http://www.adventuretravel.biz
As one of our French lady guest recently exclaimed, ‘I never
realised that Scotland was such a big(!) small country. Next time I am coming
back for a month!’
Once people have experienced Scotland’s ‘Wow-Factor’ they,
like Clive Stephens want to come back.
With the Cairngorms National Park, our vision must focus
upon attracting the visitor to Scotland ~
they
will then want to come back and will also enthusiastically tell their
friends in all sorts of ways ~ by word of mouth and by word of mouse!
