Luring tourists in: Chris’t’ian Swan’s new LandMark Club will be located on the second floor at the entrance of the Victualling Yard. *Photo by Don Burgess
Luring tourists in: Chris’t’ian Swan’s new LandMark Club will be located on the second floor at the entrance of the Victualling Yard. *Photo by Don Burgess

FRIDAY, NOV. 30: How does Bemuda get cruise ship passengers to spend more money?

Chris’t’ian Swan believes he has the answer.

The entrepreneur is the president and CEO of Incentives, a programme designed to give tourists discounts and funnel their patronage to local businesses.

Mr Swan said he is aiming to enhance the visitor experience through service and support.

“I’ve created a programme that gives businesses an opportunity to participate and give back to our visitors.

He said people moan about cruise ship passengers not spending a lot of money in Bermuda.

“But give them an incentive and they’re going do business with you. I’ve created this programme geared towards the cruise ship people, hotel guests — or anyone who comes to the island — to spend more on our shores.”

He said the way the programme works, is when a business signs up they get added to a directory, which is given to visitors.

The directory lists various companies and the specials they are offering to tourists.

“The business is free to create any discount or giveaway they want to do to entice people to spend money with them.

“People on the cruise ships are not going to want to eat at a restaurant for $100 when they can eat on the cruise ship for free, but if they get 15 to per cent off, you now have given them an incentive to come do business with you.

“This is pretty simple. This is just one idea out of 10 and the next one should be rolled out very shortly.

“We need to think outside the box. A lot of people just wait on the government or wait on someone else when instead they should step out and think of things to do.”

Mr Swan said he will be marketing the programme overseas so visitors will know about it before they arrive on island. He said visitors will have several options to pick up the book when they come to Bermuda.

One of those will be Club LandMark, a lounge Mr Swan plans on opening at the entrance to the Victualling Yard on the second floor on March 1, 2013.

“We will have other locations also.”

He said the visitors will be able to receive their Incentives package.

“I can’t just be handing out 4,000 of them on a cruise ship. The cost will not be major — it will be like $3 or $5 just to cover my printing costs.”

All businesses wishing to take part in the programme need to sign up by December 31. Because of the troubling economic times, Mr Swan said he has halved his sign-up fee from $500 to $250 to make it more feasible for businesses to participate.

Mr Swan may be contacted by phone at 591-7926 or via e-mail at incentives@christianswan.com.