EEZ: Lessons we learned from Williamsburg

For inspiration, many entrepreneurs draw references from ideas and products experienced abroad, as they consider potential business opportunities for the island.  

This two-part article will discuss my experiences as I travelled on a fact-finding trip to see how another tourist destination utilizes their history to create opportunity for their local entrepreneurs.

Recently, I was privileged to join a delegation of St George’s stakeholders to go on a fact-finding trip to Jamestown, Yorktown and Williamsburg, Virginia. The purpose of the trip was to see firsthand how this area operates as a cultural tourism destination. The trip was organized by Kenneth Bascome and included visits to museums, attractions, retail stores and restaurants in the area.

One of the goals of the trip was for each member of the delegation to see and experience the area as it relates to our Bermuda product. My personal observations led me to understand how I could use this experience to encourage potential entrepreneurs.

Cultural tourism is big business

Williamsburg, Jamestown and Yorktown are known as America’s Historic Triangle.  Today, visitors are afforded the unique opportunity to travel back through history and experience the various time periods from the first settlers to America to the days of Revolutionary War.  It is one of the first destinations of its kind in the US, which has grown into a multi-million dollar industry. Although the origins of the attractions were created to educate visitors on the birth and maturity of a nation, it has now become a multi-faceted destination that also includes entertaining reenactments, great shopping, and dining. 

Attention to Detail

Our trip was organized by Colonial Connections.  They provided us a coordinator, guide and drivers for the entire trip.  Their team not only provided valuable assistance with our hotel and ground transportation requirements, but also worked with us to create and coordinate an itinerary which kept us very busy throughout our week-long experience. 

One of the key details was that on the first day we each received a pass that cost approximately $110.00 per person and provided us entrance to all of the museums and attractions throughout the area. The pass was valid for the entire week. It even allowed repeat admission to attractions and museums., which all worked together with an emphasis on cross marketing. They understand that their visitors expect value and by creating admissions packages, they cater to visitors’ preferences to pay up front.  

Once inside, the expectation is that visitors will continue to spend in the gift shops and take advantage of other revenue generators.

In discussions with the coordinator, it was also interesting to note how the destination targets specific types and sizes of groups throughout the year. They have honed in on the schools, the families, and the retirees and work very hard to create itineraries specific to their interests and requirements. They understand that it is not only important to develop events and activities throughout the entire year, but to also gauge the travel patterns of these groups in an effort to maximize each and every day. 

Bermuda also needs to engage in understanding the importance of our history and identify ways to target potential tourists and groups.  

To discuss how we might develop a tourism plan to take advantage of the World Heritage Designation that we have been awarded, we will be hosting a public forum on Thursday, June 5 from 6:30pm- 7:30pm at Penno’s Wharf to share what we learned and how we may use the information to develop our tourism product.  To join in the discussion, contact me at [email protected] or call 292-5570 ext 255.