PORTFOLIO
EXPERIENTIAL TOURISM OVERVIEW
Experience coaching and development is, at its core, the intersection of community, storytelling, and exceptional visitor experience. It's at the heart of regenerative tourism practices and it has the potential to transform the tourism sector. Experiences inspire travel, deliver on brand promise, drive high-value and high-yield business, and generate economic benefits for businesses, individuals, and communities alike. Experience coaching and development is the conversion of regional assets into new experiences that can be monetized with sensitivity and benefit to the local community.
OUTCOMES AND EXPECTATIONS
We help to create high-yield, low-impact tourism experiences that engage travelers/visitors in memorable activities, revealed over time, that are inherently personal, that engage the senses, and that make emotional, physical, and spiritual connections with the customer.
We engage and encourage operators to respond to travelers’ desires to venture beyond the beaten tourism paths by delving deeper into the authentic and genuine local culture (cuisine, history, art, music, etc.).
We review, understand, and build upon our client/operator’s prior investments and experiences in tourism.
Once conceptualized and created, we help to bring experiences to market with a market assessment, digital asset development, and marketing materials customized for each project.
PROJECT-SPECIFIC SERVICES OFFERED
Experiential Tourism Training and Site Tours
Individualized coaching
Templating/Developing Framework for the Experience
Pilot Testing of the Experience
Branding and Marketing (Digital and Print Materials)
EXPERIENTIAL TOURISM STAGES
Stage 1: Setting the Stage
Experiential Tourism Training: In this training, we introduce experiential tourism, explore case studies, review explorer quotient and visitor data surrounding tourism experiences, give testimonials from experiences we’ve previously coached, often we will partake in an existing regional experience as a group, and co-develop a “mini-experience”.
Operators are given time, space, and guidance to discuss individually (or in groups if appropriate) about the experience they wish to craft.
This training can be delivered as a three-day concurrent session or as three sessions delivered at the beginning, middle, and end of the process. This allows operators to collectively use ideas about the experience development process.
Site Tours: KLB works with clients to identify sites/venues that have a reputation for, or the capability of, providing a fitting location for bringing experiences to the market. Site Tours are usually three-four hours and involve a deep dive into site logistics and development potential. Our team has industry-specific experts who can be on-site to lend thoughts, and expertise, and ask exploratory questions.
Stage 2: 1:1 Coaching
These sessions include approximately 25 hours of individualized coaching per business. Coaching sessions are generally completed virtually with the possibility of select in-person sessions. During this process, operators work through operationalizing their experience by considering details like program timing, staffing, pricing, branding & marketing, sales techniques, and partnership development & collaboration.
This stage is dependent on location and timeline. A select number of operators will be chosen to work in 1:1 coaching sessions.
Stage 3: Templating
Templating is one of the most crucial stages of development. It allows operators to apply the materials presented throughout the coaching process in a practical way. We provide templating frameworks for fleshing out the specifics of delivering a successful tourism experience including timing, props & supplies, experiential elements, and much more. We also provide financial templates that allow for the creation of multiple scenario-based financial projections, giving operators a detailed glimpse into the recoupment of amortized front-end expenses, value-based pricing, and cost-per-customer on a minimum and maximum basis. These tools ensure that operators are as prepared as possible before bringing their experience to market.
Stage 4: Pilot Testing the Experience
Using the templating stage as a framework, we assist operators in preparing and executing pilot (or test) experiences. This includes coordinating the pilot testing team, inviting key industry experts, supporting operators in pilot day logistics, capturing digital assets during the pilot (photography and videography), and a post-pilot debrief.
As mentioned, we prioritize having industry professionals attend these pilots so that their expert advice may be gleaned in the debriefing process. Generally, these industry professionals will sit with the operator for up to an hour after the pilot to discuss their impressions and insights. Ultimately, this exchange serves the purpose of helping operators refine, review, and improve upon the experience before being formally brought to market.
Stage 5: Branding and Marketing Launch
KLB works closely with operators to develop high-quality marketing materials for their tourism experience. This includes digital asset development, audience identification and target market segmentation, graphic design, print material creation, ad placement, micro-marketing strategies, coordination with regional marketing partners, copywriting, paid advertising spend, coordination of booking platforms, and eCommerce integration.
