Updates & news
Updated 30th March 2021
Links and information from the Dales Tourism marketing meeting on 30th March
Here are some links to the information we covered:
Become a Dales Tourism Partner here
If you are interested in the Nurture and Grow marketing programme please email Susan
Watch the presentations here Passcode: 0z5Hu^!N (be careful not to cut and paste and include an extra space either before or after the passcode or it won't work) Please note the presentation will only be available until 6th April.
If you'd like to order copies of The Visitor guide please email Sarah.Nicholson@yorkshiredales.org.uk
For details of the Sustainable Development Fund please contact Andrea.Burden@yorkshiredales.org.uk
Link to Astrotourism Workshop (12/01/21) https://www.youtube.com/watch?v=b4vTQSmcd8U&feature=youtu.be
If you would like to host a future Dark Skies event or become a Dark Sky Friendly Business: tourism@yorkshiredales.org.uk
Become a Dales Tourism Partner here
If you are interested in the Nurture and Grow marketing programme please email Susan
Watch the presentations here Passcode: 0z5Hu^!N (be careful not to cut and paste and include an extra space either before or after the passcode or it won't work) Please note the presentation will only be available until 6th April.
If you'd like to order copies of The Visitor guide please email Sarah.Nicholson@yorkshiredales.org.uk
For details of the Sustainable Development Fund please contact Andrea.Burden@yorkshiredales.org.uk
Link to Astrotourism Workshop (12/01/21) https://www.youtube.com/watch?v=b4vTQSmcd8U&feature=youtu.be
If you would like to host a future Dark Skies event or become a Dark Sky Friendly Business: tourism@yorkshiredales.org.uk
Updated 20th October
Great response to Dales Tourism PartnersThanks to everyone who has already become a Dales Tourism Partner. We're really pleased to have you on board. We'll be giving priority to them in our marketing and business support activities so if you've not already signed up, take a look at what you're missing here.
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Call for interesting experiencesDo you offer some kind of interesting experience or activity we can help you promote?
Thanks to Sustainable Development Grant funding, this is something we're focusing on over the coming few months. Full details here. |
Updated 1st September
How James Herriot TV series is a catalyst for marketing to benefit all of the Yorkshire Dales
The new series of All Creatures Great & Small on Channel 5 will shine a spotlight on Grassington and surrounding area but will benefit all of the Yorkshire Dales - if we use it...
You might think James Herriot isn't relevant to your business - it may not be - but every business can use the public and media interest in the Yorkshire Dales as the context and catalyst for their own activities. We also know that the original series is still attracting visitors and the nostalgia of remembering the books and programmes is triggering more visits.
Here's my plan for the next few weeks. I'll tell you about more of the activity next week.
PR: Amanda Brown and I have spoken to a lot of journalists over the past few days and are helping them to feature different aspects of the Dales in the media.
I've gathered together some information to capitalise on the James Herriot series, including different ways to experience the Dales and staying on working farms. This is just one example of the themed activity I'd like to undertake. Please link to and share this page from your own website and on social media - www.dalesdiscoveries.com/jamesherriot
Additional themes we'll use in the future include: outdoor activities, Indoor activities + craft + cosy pubs, heritage and culture, dark skies, made in and inspired by the Dales, photographic journeys, excellent accommodation...
We hope that the TV series will encourage some off peak visits. We're also about to start a really intensive programme of marketing activity to stimulate more off peak business in the Autumn and Winter. You can also participate in the learning/doing Off Peak Programme to market your own business.
I've just signed an agreement to use the Visit England TXGB online booking system on DalesDiscoveries.com so will soon be able to offer a low commission option for all accommodation and activity providers. Look out for the separate email about how you can benefit from this.
I'm creating a "Love letter to the Yorkshire Dales" fortnightly newsletter for visitors. More on this soon - there will be opportunities for all businesses to participate.
All this is a lot of work! I'm grateful to the Dales Tourism steering group for their input, encouragement and support. I will continue to work as much as I can on an unpaid basis to promote the Yorkshire Dales but we're now starting to submit grant applications so we can develop the work we're doing. I'll give an update on this next week.
Susan Briggs - susan@tourismnetwork.co.uk
You might think James Herriot isn't relevant to your business - it may not be - but every business can use the public and media interest in the Yorkshire Dales as the context and catalyst for their own activities. We also know that the original series is still attracting visitors and the nostalgia of remembering the books and programmes is triggering more visits.
Here's my plan for the next few weeks. I'll tell you about more of the activity next week.
PR: Amanda Brown and I have spoken to a lot of journalists over the past few days and are helping them to feature different aspects of the Dales in the media.
I've gathered together some information to capitalise on the James Herriot series, including different ways to experience the Dales and staying on working farms. This is just one example of the themed activity I'd like to undertake. Please link to and share this page from your own website and on social media - www.dalesdiscoveries.com/jamesherriot
Additional themes we'll use in the future include: outdoor activities, Indoor activities + craft + cosy pubs, heritage and culture, dark skies, made in and inspired by the Dales, photographic journeys, excellent accommodation...
We hope that the TV series will encourage some off peak visits. We're also about to start a really intensive programme of marketing activity to stimulate more off peak business in the Autumn and Winter. You can also participate in the learning/doing Off Peak Programme to market your own business.
I've just signed an agreement to use the Visit England TXGB online booking system on DalesDiscoveries.com so will soon be able to offer a low commission option for all accommodation and activity providers. Look out for the separate email about how you can benefit from this.
I'm creating a "Love letter to the Yorkshire Dales" fortnightly newsletter for visitors. More on this soon - there will be opportunities for all businesses to participate.
All this is a lot of work! I'm grateful to the Dales Tourism steering group for their input, encouragement and support. I will continue to work as much as I can on an unpaid basis to promote the Yorkshire Dales but we're now starting to submit grant applications so we can develop the work we're doing. I'll give an update on this next week.
Susan Briggs - susan@tourismnetwork.co.uk
Updated 11th August
Marketing plans for the Yorkshire Dales
I held a marketing call for Dales tourism businesses last week. This is the recording - it's a pretty informal affair, including a brief rant, a little gap when I had to yell out of my office window to ask someone to go and be noisy somewhere else. The important and most relevant bit is about 4 minutes in.
Updated 14th July
James Herriot, Dales on TV, how to use other people's marketing budgets, & how to save Yorkshire tourism
Getting cosy with James Herriot
I'm looking at how we can promote the Yorkshire Dales during the shoulder months. One angle is to use the interest in James Herriot (books, old & new series). This would feature accommodation, places to visit and things to do around the locations from both the previous series and new one. I'd like to extend the activity to also include anything with a tenuous James Herriot/farming/animal connection such as farm tours, agricultural shows etc. If you would like to be involved in this activity in any way, please email me details. I might not manage to respond immediately but I will take all thoughts on board and report back soon.
Dales on TV
The third series of Our Yorkshire Farm begins on Tuesday 14 July at 9pm, with six episodes. See below for how you can use this in your own marketing.
How to use other people's marketing budgets
When your marketing budget is limited, there's an easy way to add power to your promotions: piggyback. Piggyback marketing essentially means using someone else's marketing budget to benefit your business. Obviously I don't mean actually using their money. I do mean harnessing the power of their activity and piggybacking on the awareness they're able to create. I've written a step by step blog on this, which you can see in the Tourism Network online community here.
How to Save Yorkshire Tourism
Here's a link to an article I wrote for yesterday's Yorkshire Post. I've also created a short explanatory presentation called How to Save Yorkshire Tourism here.
I'm looking at how we can promote the Yorkshire Dales during the shoulder months. One angle is to use the interest in James Herriot (books, old & new series). This would feature accommodation, places to visit and things to do around the locations from both the previous series and new one. I'd like to extend the activity to also include anything with a tenuous James Herriot/farming/animal connection such as farm tours, agricultural shows etc. If you would like to be involved in this activity in any way, please email me details. I might not manage to respond immediately but I will take all thoughts on board and report back soon.
Dales on TV
The third series of Our Yorkshire Farm begins on Tuesday 14 July at 9pm, with six episodes. See below for how you can use this in your own marketing.
How to use other people's marketing budgets
When your marketing budget is limited, there's an easy way to add power to your promotions: piggyback. Piggyback marketing essentially means using someone else's marketing budget to benefit your business. Obviously I don't mean actually using their money. I do mean harnessing the power of their activity and piggybacking on the awareness they're able to create. I've written a step by step blog on this, which you can see in the Tourism Network online community here.
How to Save Yorkshire Tourism
Here's a link to an article I wrote for yesterday's Yorkshire Post. I've also created a short explanatory presentation called How to Save Yorkshire Tourism here.
Updated 30th June
Marketing the Yorkshire Dales
We're moving forwards with our Dales marketing plans. We had a zoom meeting of our initial Steering Group (thanks to Steve Amphlett/Vibrant Settle, Amanda Brown/A2BPR, Tim Durham/Wensleydale Experience, Suzanne Mitchell/Swaledale Country Holidays, Jamie Roberts/Kilnsey Park, Paul Reynolds/The Traddock, Austwick, and Jonathan Smith/Where2Walk) last week and have since agreed an outline plan.
Please take a look at the Dales Tourism plan and email susan@tourismnetwork.co.uk with any comments.
We're going to re-name the Dales Tourism Network so it will now simply be 'Dales Tourism', acting at the destination organisation for the Yorkshire Dales, focused on the Yorkshire Dales National Park, Nidderdale Area of Outstanding Natural Beauty and the fringe areas including the market towns. We cover the area that visitors think of as the "Yorkshire Dales" with 'fuzzy' boundaries.
Our aims:
Activities:
Target markets:
Funding:
Susan Briggs has committed to her ongoing voluntary involvement to develop plans and undertake initial activities. Some future activities will require funding, either from organisations such as local authorities, sponsorship or participating businesses.
Membership of Dales Tourism will always be free of charge. A not-for-profit participation charge will be levied for some activities.
Next steps:
I'll revise the Dales Tourism constitution, make sure the Steering Group is representative of the whole area and all sectors, and then send an update to all the local authorities.
And then we can get on with some action! What would you like to us tackle first? Let me know
Please take a look at the Dales Tourism plan and email susan@tourismnetwork.co.uk with any comments.
We're going to re-name the Dales Tourism Network so it will now simply be 'Dales Tourism', acting at the destination organisation for the Yorkshire Dales, focused on the Yorkshire Dales National Park, Nidderdale Area of Outstanding Natural Beauty and the fringe areas including the market towns. We cover the area that visitors think of as the "Yorkshire Dales" with 'fuzzy' boundaries.
Our aims:
- Increase the value of tourism in the Yorkshire Dales, by encouraging longer stays
- Encourage more direct bookings
- Smooth out peaks & troughs in demand, with off-peak marketing activities
- Encourage visitors to explore beyond the honeypots and spread the benefits of tourism across the area, including the fringe market towns
Activities:
- Marketing to achieve the above activities, taking account of latest market place trends
- Marketing activities to include PR, social media, direct mail, online challenges, development of DalesDiscoveries.com, collaborations with relevant partners, pdf guides, insider-knowhow, photography and film competitions, and discovery days
- Support and advice to help businesses build stronger direct markets
- Develop products and experiences, and themed marketing activity to help increase spend and stays, particularly out of season
- Build awareness of the Dales’ premium accommodation, good quality food and drink, and newer products, without detracting from its traditional attractions
- Facilitate networking and learning opportunities to create more local collaborations
- Build on DalesDiscoveries.com to include accommodation (signposting to enhance direct booking) and create a one-stop-shop starting point for visiting and enjoying the Yorkshire Dales
Target markets:
- People with an appreciation of the countryside who want to help to look after it
- Active retirees and small groups of friends who want to enjoy time together in a beautiful setting
- Multigenerational families, perhaps coming for an off-peak family gathering or life event celebration
- Staying visitors who want to come to the Dales to enjoy an interest such as walking, nature, heritage, arts and creativity. This could include visitors who want to come to learn new skills and enjoy experiences in the Dales, whether cookery, farming or navigation skills
- People are attracted to the Dales through ‘screen tourism’, including James Herriot (new & old versions), nature programmes and through literary links
Funding:
Susan Briggs has committed to her ongoing voluntary involvement to develop plans and undertake initial activities. Some future activities will require funding, either from organisations such as local authorities, sponsorship or participating businesses.
Membership of Dales Tourism will always be free of charge. A not-for-profit participation charge will be levied for some activities.
Next steps:
I'll revise the Dales Tourism constitution, make sure the Steering Group is representative of the whole area and all sectors, and then send an update to all the local authorities.
And then we can get on with some action! What would you like to us tackle first? Let me know
Updated 16th June 2020
Onwards & upwards - next steps in marketing the Yorkshire Dales
First of all, thank you. The response to the marketing survey was fantastic (I'm still interested in your views if you want to add them here). From your responses, several things are clear:
Many of you are very keen on the idea of more collaborative marketing of the Yorkshire Dales, and working together to promote the Yorkshire Dales National Park, Nidderdale Area of Outstanding Natural Beauty, and all the areas around.
I suggested several possible activities. These were the most popular in order of preference (most popular first):
1. promotions to develop more off-peak business
2. work to encourage more direct bookings
3. collaborative social media & shared hashtags
4. PR campaigns
5. collaborative mailings.
I asked if you would be prepared to make a financial contribution towards making these activities happen. The average annual amount you suggested was £265. I'm not charging anything at the moment though. Everything I currently do is without pay, on a voluntary basis.
There were many useful comments about the markets you'd like us to jointly target:
It was useful to see your ideas on how your local area is promoted, and some of the issues you face. Perhaps unsurprisingly, there's strong interest in extending the length of stay and attracting higher spending visitors. Many commented on the need to raise the profile of the Yorkshire Dales and show how it's also changed. There was no suggestion of forgetting about the beauty, traditions, heritage and history of the area but several people said that they don't think potential visitors always realise how much good food and drink we have, and how many great places to stay. Perhaps we need to update people's ideas about the Dales? There's also an opportunity to talk about the areas as a source of inspiration, for photographers and writers, and to showcase local artists and makers more.
What's next?
After years or running the Dales Tourism Network in a rather informal way, I think it's time to up our game. I've invited a small number of people to be part of a virtual Steering Group, a sounding board for ideas. At the very beginning of Covid I approached the local authorities and asked for their financial help but they were non-committal. I'm now going back to them, with the results of the survey and your feedback, and hopefully with the backing of the Steering Group to ask again - and again, until something happens!
In the meantime, I'll continue to work on plans for activity to promote more off-peak tourism in the Yorkshire Dales. I've got some ideas already and will share them with you as soon as I can. In the meantime if you have anything to add or want to ask anything, please do email me. I run Dales Tourism as a volunteer so please understand if I can't always respond immediately.
Many of you are very keen on the idea of more collaborative marketing of the Yorkshire Dales, and working together to promote the Yorkshire Dales National Park, Nidderdale Area of Outstanding Natural Beauty, and all the areas around.
I suggested several possible activities. These were the most popular in order of preference (most popular first):
1. promotions to develop more off-peak business
2. work to encourage more direct bookings
3. collaborative social media & shared hashtags
4. PR campaigns
5. collaborative mailings.
I asked if you would be prepared to make a financial contribution towards making these activities happen. The average annual amount you suggested was £265. I'm not charging anything at the moment though. Everything I currently do is without pay, on a voluntary basis.
There were many useful comments about the markets you'd like us to jointly target:
- active early retirees
- multigenerational families
- caring visitors (who understand the value and special qualities of the area and will help to look after it)
- people with an interest in specific activities such as walking, those who would be interested in local heritage, arts, wildlife, nature.
It was useful to see your ideas on how your local area is promoted, and some of the issues you face. Perhaps unsurprisingly, there's strong interest in extending the length of stay and attracting higher spending visitors. Many commented on the need to raise the profile of the Yorkshire Dales and show how it's also changed. There was no suggestion of forgetting about the beauty, traditions, heritage and history of the area but several people said that they don't think potential visitors always realise how much good food and drink we have, and how many great places to stay. Perhaps we need to update people's ideas about the Dales? There's also an opportunity to talk about the areas as a source of inspiration, for photographers and writers, and to showcase local artists and makers more.
What's next?
After years or running the Dales Tourism Network in a rather informal way, I think it's time to up our game. I've invited a small number of people to be part of a virtual Steering Group, a sounding board for ideas. At the very beginning of Covid I approached the local authorities and asked for their financial help but they were non-committal. I'm now going back to them, with the results of the survey and your feedback, and hopefully with the backing of the Steering Group to ask again - and again, until something happens!
In the meantime, I'll continue to work on plans for activity to promote more off-peak tourism in the Yorkshire Dales. I've got some ideas already and will share them with you as soon as I can. In the meantime if you have anything to add or want to ask anything, please do email me. I run Dales Tourism as a volunteer so please understand if I can't always respond immediately.
Wondering who I am and why I'm doing this?
In case I haven't met you... I'm Susan Briggs. I live in the Yorkshire Dales & have worked in tourism marketing for over 30 years. I love helping businesses, and promoting the Yorkshire Dales. I've reached the point in my career where I like to balance paid work with really enjoyable unpaid work. Because I've worked in the industry for so long, on so many different projects for so many different clients, I've worked out what works and what doesn't, and can make a difference in a relatively short time, with not much money!
I also run DalesDiscoveries.com & TourismKnowhow.com on a voluntary basis. In my paid work I offer advice to tourism businesses, help with product development and write tourism marketing strategies. I also have a holiday cottage. If you're looking for some practical help on web marketing, social media or direct mail you might want to try one of my low cost online workshops. They're filled with practical ideas you can implement immediately to benefit your business. See them here
In case I haven't met you... I'm Susan Briggs. I live in the Yorkshire Dales & have worked in tourism marketing for over 30 years. I love helping businesses, and promoting the Yorkshire Dales. I've reached the point in my career where I like to balance paid work with really enjoyable unpaid work. Because I've worked in the industry for so long, on so many different projects for so many different clients, I've worked out what works and what doesn't, and can make a difference in a relatively short time, with not much money!
I also run DalesDiscoveries.com & TourismKnowhow.com on a voluntary basis. In my paid work I offer advice to tourism businesses, help with product development and write tourism marketing strategies. I also have a holiday cottage. If you're looking for some practical help on web marketing, social media or direct mail you might want to try one of my low cost online workshops. They're filled with practical ideas you can implement immediately to benefit your business. See them here
Updated on 2nd June 2020
Marketing survey
As we hopefully move on out of lockdown, I've been working on some plans to promote the Yorkshire Dales. I'd like to present these to everyone very soon, but it's really important that as many businesses as possible have the opportunity to comment. I've created a very simple survey and would be very grateful if you could take two minutes to complete this. Thank you.
An update from the Yorkshire Dales National Park
I've been asked to pass on the following message from Helen Dalton at YDNPA:
Unfortunately the difficult decision has been made to cancel the forth annual Cheese Festival at the Wensleydale Creamery on the 14th-15th September this year, we have been monitoring the UK government’s advice surrounding mass gatherings and it is very clear that this is the course which needs to be taken to ensure the protection of our visitors, suppliers and colleagues. We have therefore decided that the Cheese Festival, Celebrating Local Produce event, which we were planning for the week after this event, will also have to be cancelled as the two events really do go hand in hand.
We'd like to thank all those who have been involved and supported The Cheese Festival year on year and we hope to welcome you back in 2021 for an even bigger and better event. We are happy to announce the 2021 Cheese Festival will be held on 11th - 12th September at the Wensleydale Creamery and the Cheese Festival, Celebrating Local Produce will continue to take part around the Yorkshire Dales the week after this event finishing with Final Bite at the Dales Countryside Museum, in Hawes on the 19th September 2021.
If you were planning to take part in the Cheese Festival at the Wensleydale Creamery and you have already paid your invoice - you can either choose to carry this over to 2021 or request a full refund, by contacting the Wensleydale Creamery. If you were planning to put on an event as part of the Cheese Festival, Celebrating Local Produce or if you would like to put on an event next year to attract visitors to your business, to promote your amazing menus, produce or activities which celebrating the special qualities of the Yorkshire Dales National Park, please do let us know about an event as soon as possible and we will begin to promote yourselves and the event very soon.
Whilst we are in this time of uncertainty we are working hard on our business database so hopefully we have an up to date list of all the businesses operating with in the Yorkshire Dales National Park. Please can you take the time to go on to our website and see if your accommodation business is listed and has the correct information. https://www.yorkshiredales.org.uk/plan-your-visit/where-to-stay/accommodation-search/ If you would like to be added or have any information changed please can you email the tourism team on tourism@yorkshiredales.org.uk and we will be happy to do this for you. We are also making a list of all local businesses operating in the National Park and if you would like to be included please can you contact us and we will be in touch very soon.
Unfortunately the difficult decision has been made to cancel the forth annual Cheese Festival at the Wensleydale Creamery on the 14th-15th September this year, we have been monitoring the UK government’s advice surrounding mass gatherings and it is very clear that this is the course which needs to be taken to ensure the protection of our visitors, suppliers and colleagues. We have therefore decided that the Cheese Festival, Celebrating Local Produce event, which we were planning for the week after this event, will also have to be cancelled as the two events really do go hand in hand.
We'd like to thank all those who have been involved and supported The Cheese Festival year on year and we hope to welcome you back in 2021 for an even bigger and better event. We are happy to announce the 2021 Cheese Festival will be held on 11th - 12th September at the Wensleydale Creamery and the Cheese Festival, Celebrating Local Produce will continue to take part around the Yorkshire Dales the week after this event finishing with Final Bite at the Dales Countryside Museum, in Hawes on the 19th September 2021.
If you were planning to take part in the Cheese Festival at the Wensleydale Creamery and you have already paid your invoice - you can either choose to carry this over to 2021 or request a full refund, by contacting the Wensleydale Creamery. If you were planning to put on an event as part of the Cheese Festival, Celebrating Local Produce or if you would like to put on an event next year to attract visitors to your business, to promote your amazing menus, produce or activities which celebrating the special qualities of the Yorkshire Dales National Park, please do let us know about an event as soon as possible and we will begin to promote yourselves and the event very soon.
Whilst we are in this time of uncertainty we are working hard on our business database so hopefully we have an up to date list of all the businesses operating with in the Yorkshire Dales National Park. Please can you take the time to go on to our website and see if your accommodation business is listed and has the correct information. https://www.yorkshiredales.org.uk/plan-your-visit/where-to-stay/accommodation-search/ If you would like to be added or have any information changed please can you email the tourism team on tourism@yorkshiredales.org.uk and we will be happy to do this for you. We are also making a list of all local businesses operating in the National Park and if you would like to be included please can you contact us and we will be in touch very soon.
