World of Wine, Porto, Portugal
A review of the development proposals and the supply of tailor-made industry specific recommendations
Wine regions are leveraging the benefits of an increase in wine and food tourism, and the excellent quality of Portuguese wine is recognised across the world.
With an investment of 100 million euros and a plan to transform 30,000sq metres of old port warehouses in Vila Nova de Gaia into a cultural complex, including unique experiences, restaurants, bars and cafes as well as shops, a wine school and a space for exhibitions and events, the Fladgate Partnership turned to Vision XS to evaluate their proposed plan. The brief was to ensure there was connectivity between the business plan, projected visitor numbers, revenue streams and the quality and level of visitor experience to be offered by the World of Wine.
Vision XS, as independent experts, undertook a review of the original business plan and experience design documents produced by the World of Wine project team. The evaluation interrogated the data and assumptions of 5 dynamics, to see if they were accurate and capable of driving the plans for a successful destination attraction of an internal scale. The proposals were benchmarked using Vision Xs’ market leading proprietary software and 25 years of relevant industry experience.
Royal Museums Greenwich
An evaluation of the clients pricing strategy. The objective was to make an informed decision about adding new components at the attractions.
The impact of the additional paid for attractions was modelled for visitor numbers, experience quality and overall site-wide strategy for ticketing and marketing across Cutty Sark, Royal Observatory, National Maritime Museum and the Queen’s House.
Using a more scientific approach and using the latest trends in visitor behaviour the evaluation was able to illustrate the impact that pricing may have on visitor numbers and the overall income levels.
Vision XS was asked to model the tourist town’s plans including the proposal for six new attractions.
The project explored the supply and demand for the new attractions and accommodation. The results supported the ongoing investment into the town by modelling the economic returns, visitor circulation and supporting infrastructure needed (car parking and a bi-pass road).
SS Great Britain
Brunel’s SS Great Britain is one of the most important historic ships in the world. In 1970, SS Great Britain was returned to the Bristol dry dock. Now listed as part of the National Historic Fleet, she is an award-winning visitor attraction and museum ship, based in Bristol Harbour with around 200,000 visitors annually.
Vision XS undertook a programme of work to review the current operations from a customer point of view. The review included market and psychographic analysis of the visitor experience as well as the development of a headline business development strategy.
The research included market analysis, creating a market model, visitor experience development through testing new ideas, and business plan. The development process had at its heart Vision XS’ proprietary Visitor Experience Model (X-Mod) that tested the perceived values of the experience and recommend a new income model and pricing strategy.
Vision XS has worked with the multi-site organisation across the British Isles. The projects have been varied and bespoke to meet the client specific requirements. Some of the projects are listed below:
- Market Model: to explore the size of the markets and project expected footfall.
- Visitor experience staff training: sessions to make sure that the National Trust exceed customer expectations.
- Business Model: a review of the income model, pricing strategy and funding model.
- Development plan: making recommendations at an operational, tactical and strategic level.
- Business streamlining: a review of the business as usual and recommendations for the future.
- Visitor Experience: through tracking, data collection and experience evaluations.
- Visitor journey Model: to understand how visitors engage with the site and its components.