Irish Open Industry Information Session Wi Fi: Portstewart GC Password: port1894. JULY 6-9 th 2017

Transcription

1 Irish Open 2017 Industry Information Session Wi Fi: Portstewart GC Password: port1894 JULY 6-9 th 2017

2 Naomi Waite Tourism NI

3 the UNMISSABLE Dubai Duty Free Irish Open Portstewart Golf Club 6-9 th July 2017

4 Agenda for the Day: Dr Peter Bolan The Value of Golf Tourism Overview Naomi Waite, Tourism NI The European Tour Simon Alliss, Championship Director The European Tour - Conor Magan, Marketing Manager Portstewart Golf Club Michael Moss, Manager Traffic &Transport Plan Christy O Neill, PSNI Local Animation Update Paul Beattie, CC&G Borough Council Get Involved! Naomi Waite, Tourism NI Q&A and closing comments

5 Text Dr Peter Bolan Ulster University

6 The value of Golf Tourism Dr Peter Bolan Ulster University Business School

7 Context

8 What is Golf Tourism? Hudson & Hudson (2010, 5) define golf tourism as... travel away from home to participate in or observe the sport of golf, or to visit attractions associated with golf.

9 Global Economic Potential Golf tourism has been valued at some US$30 billion with over 50 million golf tourists travelling the world to play on some of the estimated 40,000 courses (Hudson & Hudson, 2014, 7).

10 An extremely media-friendly form of tourism

11 Global Media Exposure The Ryder Cup is watched on television by over 1 billion people worldwide Recent viewing figures for The Open are over 600 million Irish Open Events secure audiences of over 400 million

12 Irish Open Global Media Coverage Global household reach 2012 Irish Open: 412 million

13 Golf Tourism Economic Benefits Higher spending tourists (2-3 times) Improved opportunities & spend for local businesses Job creation/new employment opportunities Urban and coastal regeneration Increased property values Improved quality of hotel/restaurant provision

14 Golf Tournaments & Events

15 Benefits of a major golf tournament Huge global media coverage (destination marketing) Large numbers of event spectators (tourists & day trippers) who are typically high-spend Infrastructure developments/improvements Huge potential tourist spend in the region Creates momentum for hosting future events Attracts future tourists and future spend

16 Recent Examples

17 The 2016 Open Royal Troon 173,000 spectators 110 million economic benefit ( 64mn direct & 46mn in AVE) 600 million household reach on television

18 Understanding the market

19 Profile of the Golf Tourist 75% male & 25% Female Average age: Social Grade - 80% are ABC1 Household income is 50,000+ Married with children Well educated 21% of Golf enthusiasts travel by air more than 3 times per year. 10% fly more than 5 times per year Source: European Tour Association 2011

20 Characteristics - Choosing a Golf Destination Characteristic Golfers % Weather/Climate 76 Price 72 Location 60 Resort/Hotel Reputation 49 Quality of courses 46 Other area attractions 42 No. of courses in area 33 Shopping in area 28 Spa facilities 14 Proximity to airports 10 Gastronomy 8 Nightlife/Entertainment 7 (Source: adapted from Hudson & Hudson, 2010

21 Commitment Get Involved

22 Everyone is an ambassador

23 Evening Economy

24 Opening Hours Product orientation

25 Leverage through Digital

26 Short term Greed Vs Long term Benefit

27 Seize the Opportunity

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29 Naomi Waite Tourism NI

30 Potential of Golf Tourism in NI Golf Tourism Strategy World class courses, world class players, and world class golf events Grow golf tourism to 50m a year by 2020 ( m) 2015 we welcomed 139,000 visitors of which 23,000 were from overseas Key markets North America, Nordics, GB, Germany & ROI

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32 Tourism NI Objectives for hosting the event Raise the profile of NI as destination to visit and golf To attract a minimum of 90,000 visitors to the event To attract at least 10,000 out of state visitors To generate a total economic impact of at least 1.6m To generate 2m of positive PR Legacy - to increase by 5%, the number of out of state golfers taking part in golfing activities in NI in the following year

33 Irish Open 2012 & 2015

34 Text Simon Alliss European Tour Championship Director

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36 Text Conor Mangan European Tour Marketing Manager

37 What is The Rolex Series? Seal of Approval Physically demonstrated by the gold colour and the badge A Guarantee of Quality

38 Why The Irish Open? It is a demonstration of Quality Golf Fans Pedigree & History Rory McIlroy & The Rory Foundation The Phoenix of The European Tour

39 What is The Impact of the Rolex Series on the Dubai Duty Free Irish Open? Schedule Alteration Player Field Global Audience New Look & Feel Significant Investment in Event

40 New Look & Feel An opportunity to premiumise our offering An opportunity to reassess & redesign What we re showing people What we re talking about Significant Investments in Pre-promotion Advertising Content On site Experience Music Entertainment Public Spaces

41 What is The European Tour Doing For You? Wentworth Support Agency Support to Wentworth Making it Easier for you to Attend Group Discounts Financially thanking you for getting people to attend Affiliate Reward Programme

42 What Can You Do for The Irish Open? Who s Coming? Who s Not Currently Coming? What Do People Want to Know & See? Help us to Make Portstewart & The Dubai Duty Free Irish Open 2017 Famous

43 Text Michael Moss Portstewart Golf Club Tournament Director

44 Text Christy O Neill PSNI Traffic, Transport & Parking

45 Public Transport General Road Network to Park & Ride Sites Park and Ride Facilities Portstewart Local Road Network Access to Portstewart Golf Club

46 Working Group European Tour and their Car Park Operator PSNI Translink Transport NI Council University of Ulster

47 Public Transport Increased frequency train service to Coleraine Extended operating hours train to Coleraine Shuttle service from Coleraine to Portstewart Golf Club Special Coach services provided throughout NI, dependant upon demand Increased Translink Bus service to Portstewart town centre from Golf Club Increased Translink Bus service from / to major caravan sites

48 General Road Network to Park & Ride Sites 65% traffic predicted from south (A26). 35% traffic predicted from West and Mid Ulster (A29 / A37). Variable Message Signage (VMS) and temporary AA signs will be used to direct traffic to the appropriate Park and Ride sites. (VMS) is an active system which can be remotely programmed to provide information reflective of real time traffic flows and parking availability. Specific roads are being designated as White routes for use by the Emergency Services.

49 Park and Ride Facilities Park / Ride sites operated by European Tour Operator Requirement for 7000 Park / Ride spaces (off course) Rugby Avenue Ulster University NW200 Paddock / Portstewart Old Course Contingency sites Toilet and waste facilities provided at each site. No cost to ticket holders Frequent shuttle service to / from golf course, from 0600am to 1000pm

50 Portstewart Local Road Network Controlled Access to specific roads in & around Portstewart Golf Club (incl): Burnside Rd Strand Rd Prospect Rd Residents will be provided will Residents Access Pass Restricted on-street parking / no stopping restrictions (incl) Mill Rd. Coleraine Rd. Agherton Rd. Drop-off / Pick-up points all marked, with volunteers to assist

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52 Access to Portstewart Golf Club Parking on-site restricted to Players / Officials / Volunteers / Members / Media and pre-booked Blue Badge Holders Designated Translink Bus / Private Bus / Taxi Drop-off pick-up points Increased Translink Bus service to / from Portstewart town centre

53 Text Paul Beattie Causeway Coast & Glens Borough Council

54 Regeneration/Town Preparation Identification of key sites Montague Arms, Strand Road coverage, former Northern Bank site Roundabouts appropriate dressing and welcome Barriers where required Street Cleansing and toilet requirements

55 Animation and Welcome Experience Dressing the town Pushing people to the Prom Draft Timetable of Events Fireworks Mid Summer Atlantic Sessions Your input

56 Communication with you updates Second business engagement event late May Community engagement event late April/early May Leaflets to homes Online information - discovernorthernireland.com

57 Text Make the Irish Open work for your business

58 Marketing Vision Text To celebrate Northern Ireland as a golf tourism destination Inspire trade, growth and visitor spend aligned to the event and golf tourism

59 Over 400m households will be watching

60 Q&A TV & Outdoor Advertising

61 Social & Digital TV, Outdoor, press, Text niche golf publications, social media

62 PR and Media Activity Text Press trips from global publications

63 Trade Shows & Expos

64 Text Bringing the event to life

65 NI Brand Golf Development

66 Toolkit visual

67 Activation Material

68 Text Get Involved!

69 1. Support our marketing campaign

70 Text 2. Showcase the brand

71 Text 3. Be ready to tee off for golf visitors

72 4. Be active on Social Media Platforms

73 Facebook /discovernorthernireland Instagram & #DDFIrishOpen Pinterest & Youtube /discoverni

74 Download free marketing resources at Text our media library download: Marketing toolkit Character and brand assets Course photography & footage Tournament logo Templates for collateral

75 Volunteering Volunteer Now

76 Q&A

77 We will be updating you regularly and for any questions please contact Or keep up to speed on our websites at

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