The drive market An OReilly Experience

1
The drive marketAn OReilly Experience

• By Shane OReilly

2
Overview

• What drives tourism?
• What is OReillys today?
• Building an experience
• Tree top walk
• That road
• Canungra Valley Vineyards
• Summary

3
Tourism

• A confluence of peoples growing capacity to
  travel
• This capacity has grown due to 3 main global
  factors
• Increased leisure time
• Increased personal wealth
• Decreased cost of travel

4
Tourism (cont)

• However these factors do not drive tourism
• What drives people to travel?
• As human beings we have an insatiable curiosity
  to learn and understand the world around us
• We want to experience other cultures
• We want different experiences to our norm

5
What is OReillys

• OReillys Retreat, Mt Café and Gifts, Canungra
  Valley Vineyards
• 300,000 visitors to the Mt pa, 100,00 to the
  vineyard
• 35,000 guest nights pa, 48 new luxury villas and
  a wellness centre currently being built
• 90 f/t staff, 20 p/t
• 10m turnover

6
Building an experience

• Tree top walk
• That road
• Canungra Valley Vineyards

7
Tree Top Walk

• Built over a few years in the late 1980s
• Single most mentioned factor as the reason for a
  day visit
• Enhances the experience of being in the national
  park highlights what is already there.
• Cost less than 30,000 to build and has repaid
  that easily 1000 times over in PR and visitation

8
That road

• Sealed late 1980s.
• Dead end no passing traffic.
• Currently 30 of visitors dont enjoy the
  experience
• LNP Road Strategy to be implemented this year
• Parking area at the start with information board
  on how to drive the Mt road.
• Changes to signage from prescriptive to
  emotive.
• Highlight historical aspects
• Parking and passing bays
• Restrictions on large buses

9
Canungra Valley Vineyards

• Arrival aesthetically pleasing.
• well branded and signed, white gravel, gardens,
  grapes aligned with view, umbrellas out etc.
• Cellar door local personable staff
• OReilly culture informality, smiles, uniforms,
  name tags, greetings.
• Food local produce, vineyard produce, picnics
• One small local product can enhance the
  experience and raise value above any price
  perceptions.

10
Canungra Valley Vineyard

• Food cont.
• Picnics are romantic, individual, different,
  quality, local, private.
• Food is the perfect accompaniment to wine as a
  souvenir it enables the guest to relive their
  vineyard experience at home
• Music local and live each Sunday
• Nature platypus, info on local birds
• Tours vineyard tours.
• History OReillys, Stinson, the road, Canungra
  township, Lamington National Park.

11
Canungra Valley Vineyard

• Membership
• engagement of people produces ownership
  qualities, from which they become our long term
  purchasers and personal ambassadors.
• Membership Value
• The value in the membership to the member, is in
  the quality of the relationship with the vineyard
  it is NOT the price they pay for the wine.

12
Canungra Valley Vineyard

• Membership Value cont
• The value in the membership to the business is in
  the length of time they stay a member, not the
  cost of the membership.
• Always sell the relationship, not the price
• It is much easier to value add to a relationship,
  than add value to a price if that is the core
  purchasing decision. Discounting is a lazy form
  of trying to add value - it isnt a sustainable
  strategy and it can do irreparable damage to the
  reputation of the business.

13
Summary

• Tourists travel to experience different cultural
  aspects of a region
• Provide them with what is local and unique to
  your region/establishment
• Enhance what is already around you
• Engage your guests develop a relationship and
  build your own destination.