EEZ: More lessons from Colonial Williamsburg

Part 1: EEZ: Lessons we learned from Williamsburg

As with any business or attraction, developing and maintaining knowledgeable and friendly staff is a key factor to the success of the operation.

While speaking with various staff at Colonial Williamsburg, it was noted that many of those who work in the area started as apprentices, and have been there for many years. A fascinating observation was how many of the employees who work in period attire are able to remain in character during their interactions with visitors. It became increasingly clear that for many of them it is not just a job. From the Silversmith making hand-crafted jewellery, to the retiree selling treats at the local candy shop, everyone exhibited a common sense of pride and enthusiasm in being part of the experience. 

This sense of pride was not only evident inside the various attractions, but was apparent throughout the entire area. A great example was realized inside the local Chili’s Restaurant. The walls of the entire restaurant are filled with life-sized photos of people enjoying sport, recreation and attractions associated with the area. The décor provided a glimpse into the everyday lives of these people and depicted a strong community spirit. 

Leveraging the Historical Connection

It was very interesting to note that the majority of the people we encountered were familiar with Bermuda’s connection to the area, and St. George’s status as a World Heritage site. One of the groups that we met with is known as the Sons of the Revolution who, along with the associated groups, Daughters of the Revolution and Children of the Revolution, amass a combined membership of almost 350,000 members. This organization is very proud of its connection to Bermuda and is keen to be involved in such events as the 400th Anniversary of the Tobacco Bay Gun Powder Plot, which is scheduled for June of 2015. 

Along with the Sons of the Revolution, we met with key representatives from a number of organizations who have visited Bermuda on research or vacation. Most readily admitted that one of the key differences between Colonial Williamsburg and Bermuda is that the former has recreated a colonial town, while St Georges is an actual living historical town.  In addition to connections to Williamsburg, Bermuda also has strong ties to Lime Regis in the UK, the African Diaspora Trail, and most recently those who served in the Military and were stationed in the various bases on island.  All of these facts can contribute to revitalizing our tourism product in St Georges, but these natural and historical riches are often taken for granted.

The Bermuda National Tourism Plan highlights the growth of Cultural Tourism as a key objective in attracting new business and diversifying the tourism product. St George’s is the ideal location to develop and implement this initiative. With its interesting mix of historic buildings, cobbled streets, beautiful beaches, and great retail opportunities, it could be poised to become a major destination. 

A few examples of opportunities that have been identified include: bed & breakfast / guest accommodations, re-enactments, tours of all kinds, endemic art, and food and vendor opportunities.

How We Can Help

Businesses located in our Economic Empowerment Zones have access to a number of economic benefits and incentives to assist in business development and growth. Accessing one or many of these products can assist entrepreneurs in developing cultural tourism businesses. Some of the products the SGEEZ can offer include the Loan Guarantee Programme, Micro-loan Programme, Payroll Tax Concession Programme, and our Customs Duty Deferment Programme.

I recommend to anyone who is considering starting a business that targets our visitors that they consider the incredible opportunities associated with cultural tourism. After all, a major part of the success of Bermuda’s future in tourism may well have to do with how well we preserve and promote our past. 

Ray Lambert is the Economic Development Officer for the St Georges Economic Empowerment Zone.  The SGEEZ Office is located at “Storekeepers House” #5 Ordnance Island, St Georges – call 704-9057 or 292-5570 ext. 255 or email [email protected]