Business briefing City readiness/v&a opening
The building s journey so far Construction commenced 25 th March 2015 Construction completed on time on 26 th January Fit out works including the restoration of the Charles Rennie Mackintosh Oak Room and Scottish Design Galleries completed on 5 th July 2018 ahead of programme Object installation nearing completion and on track
Tourism on the up Leisure tourism has increased in the last year alone by 8% - to a value of 172million per annum. Overnight stays crucial to our tourism strategy up 10% Tay Country campaign has reached 2.3million people 44% in the London area - with almost 1.3million engagement. Figures far exceed industry benchmarks. And the buzz is spreading
PLUS: Lonely Planet, Vogue, Los Angeles Times, Paulette France and more!
A game-changer V&A Dundee expected to attract 500,000 visitors to city in year one Estimated 350,000 visitors p.a. after that, depending on programme Thousands to attend opening weekend, including 3D Festival Partners working to ensure that visitors get great experience, and city/area maximizes economic benefit Lots done already, now into a range of actions, from human to digital, bricks & mortar to environment, to complete city readiness
Four key workstreams Quality of wider visitor journey maximize satisfaction & extend stays/spend World class cityscape presenting a positive image for areas of highest footfall Wider tourism project reinforcing the importance of our offering to visitors and its impact on the city Stakeholder communication ensure everyone involved knows what city is doing to prepare for opening
World class cityscape World Host training for Streetscene and gardening staff A couple of businesses away from World Host City status Key routes review to ensure they make a good first impression New graphics on hoardings at Site 6 and 3D model of the Waterfront Specially-designed banners to go up on city stanchions
Quality of wider visitor journey Focus on Dundee.com as city s digital portal improved Google ranking, enhanced content and design. Mobile friendly. Targeted digital promotion campaign with Lonely Planet, to run during their biggest week of the year (January). Distribution of Creative Dundee s 99 Things To Do Guide Improved wayfinding and signage, for opening and beyond. Designated car parking for opening period, at Greenmarket and Olympia.
Opening week what to expect Thousands of visitors to museum and 3D Festival, Friday and opening weekend Around 100 national and international journalists in town from Tuesday onwards Not just at V&A whole city experience so they could be visiting YOU Facilitated tours and city experience for media and bloggers/influencers Live BBC broadcast the eyes of the country and beyond will be on Dundee
Opening week what to expect Some inevitable city centre disruption on opening week/weekend this is an international event Likely to involve first ever closure of BOTH sides of Thomson Avenue Plans in place for crowd management but there will be queues at the museum Maps to follow from city council once confirmed follow our channels and please share Please start thinking about how you plan for this. It will be EXTREMELY busy but is also a great opportunity for you, your industry and the city
September is just the start of the journey Supported by DAAVA, reinforce importance of quality of hospitality Range of briefings for industry stakeholders accommodation providers, tourism/culture sector bodies, taxi drivers etc now under way Regular updates to the above on latest cultural, creative, food and design-related happenings Volunteer Dundee investigating the possibility of volunteer city hosts ideally for opening period.
Where to get more info Council website & social media VisitScotland closed Facebook page
Confirmed media so far International European UK Travel & Leisure (USA) Champ Magazine (UK/Japan) Aeroflot Magazine/Kommersant (Russia) Catracalivre.com (Brazil) The New Indian Express (India) Kronen Zeitung (Austria) Title TBC (Switzerland) Bcij.jp (Japan) Title TBC (China) Nuvo (Canada) Bold Magazine (Canada) HotelAddict (Canada) Title TBC (Sweden) Ouest France (France) RelaxNews (France) Le Monde (France) Ideat (France) El Paid (Spain) Tagesspiegel (Germany) Madsack Group (Germany) - 17 titles City AM (UK) Daily Mail (UK) i-d Online (UK) Metro (UK) The Sun
Media currently talking with Lonely Planet Press Association Telegraph Online The Guardian The Times Mail on Sunday Daily Express Time Out London Stylist Shortlist Culture Trip Sunday Times Magazine Vogue Monocle Mirror/Sunday Mirror FT Independent Love Exploring Good Housekeeping Online Gay Star News Wanderlust Cosmopolitan Elle Maria Claire