How do the locals start?

Tourist info made by locals, that's a nice idea, but how does it start? Why would locals feel the urge to start providing services to travellers? Jesús will speak from his own experience as the catalyst and coordinator of USE-IT Córdoba, the first USE-IT in Spain. He will highlight the challenges that his young team had during the startup of their project in 2013. He will share the experience (failures and success) that young creatives, full of energy, encounter when they try to find funds. How do you apply basic structure to a group of volunteers, how do you get to speak to the powers that be, and how can you prove that a not-for-profit project actually generates profit for the local economy? After the successful first edition of the USE-IT map, Jesús did a stakeholder study in Córdoba in hostels, at the official tourist info and with local businesses. With surprising results.

Transcript

1. HOW DO THE LOCALS START? by JESÚS TAGUAS “ACT LIKE A LOCAL” CONFERENCES NOVEMBER 2013, KVS, BRUSSELS
2. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 INTRODUCTION
3. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 INTRODUCTION 1. HOW DID WE START 2. What moves a local to edit a tourist map 3. What steps you should follow (with some advices) 4. SURVEY TO STAKEHOLDERS AND TRAVELLERS 5. ¿ANY QUESTION? We’ll talk about...
4. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 1. HOW DID WE START 2008-10 we DISCOVERED and enjoyED THE USE-IT MAPS
5. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 1. HOW DID WE START Jesús Taguas Project Manager Responsible for guide design Inma Moreno Responsible for guide contents María Muñoz Responsible for management and distribution 2011 we startED working in the project
6. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2011-2012 WE FOUND OUR FIRST OBSTACLE: THE elections 1. HOW DID WE START We had local, national and regional elections in less than one year. Every time we had an appointment the head of the board was a different person.
7. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2012 we gOt funds and support 1. HOW DID WE START
8. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2013 we publishED the use-it cordoba map 1. HOW DID WE START
9. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide THIS IS NON-PROFITABLE INITIATIVE REQUIRING TONS OF EFFORTS Seeking for funds, fulfilling applications, making reports, asking for appointments... USE-IT GRANADA
10. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 IS IT WORTH IT? 2. What moves a local to edit a tourist guide
11. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide IS IT WORTH IT? ABSO-FUCKING-LUTELY
12. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide SO WHAT PUSHED US TO START THE PROJECT?
13. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide SO WHAT PUSHED US TO START THE PROJECT? WE ARE USE-IT BELIEVERS -In USE-IT we trust-
14. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide SO WHAT PUSHED US TO START THE PROJECT? WE LOVE OUR CITY (this map can only be made by locals)
15. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? 2. What moves a local to edit a tourist guide
16. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? SELF-FULFILLMENT / ENJOYMENT USE-IT INNSBRUCK
17. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? BEING PART OF AN INTERNATIONAL ORGANISATION
18. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? DOING NEW THINGS IN OUR CITY USE-IT BRESCIA
19. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? MEETING YOUNG TRAVELLERS USE-IT BRUSSELS
20. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 2. What moves a local to edit a tourist guide WHAT DO WE RECEIVE IN RETURN? GETTING PAID FOR OUR HARD JOB (IF IT IS POSSIBLE)
21. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 IS ANYBODY INTERESTED IN STARTING A USE-IT MAP? These are the steps we suggest you take: A. CHECK THE USE-IT WEBSITE B. Make a Feasibility Study in YOUR city C. Estimate your budget D. Seek the funds E. Grow your team F. Work in contents, design and layout G. Make some noise H. Distribute the guides 3. What steps you should follow (AND some advices)
22. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 A. CHECK THE USE-IT WEBSITE 3. What steps you should follow (AND some advices) www.use-it.travel
23. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 A. CHECK THE USE-IT WEBSITE 3. What steps you should follow (AND some advices) I WANT TO START MY OWN USE-IT Solve your first doubts. ABOUT THE USE-IT PUBLICATIONS Some suggestions for the contents. Remember that USE-IT initiatives cannot be promoted by individual, you need to be an organised collective. *
24. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 C. MAKE A FEASIBILITY STUDY IN YOUR CITY It will help you to: • Estimate your target and justify how many guides should be printed. • Make a deep revision of the other maps that were being published. • Make a SWOT analysis: Strengths, Weaknesses, Oportunities and Threats. • Finde out where to distribute the maps. • Discover things you did not consider previously because you are a local. 3. What steps you should follow (AND some advices)
25. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 D. ESTIMATE YOUR BUDGET BEFORE SEEKING FUNDS Is there a standard budget for USE-IT guides? No. Every team must estimate its budget and find its own funds. What should we include in the budget? Consider cost of the whole project design, contents, materials, production, distribution, shipping... And the yearly USE-IT Europe membership fee (500€). How can we estimate the price of our work? Value your work as you consider suitable. The more money you get, the higher your goals can be. What should we do if we don’t get enough money? At least you need enough money to cover the expenses not depending on you (print house, shippings, membership fee...). Decide if it is worth not being paid for your job. 3. What steps you should follow (AND some advices)
26. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 E. SEEK THE FUNDS 3. What steps you should follow (AND some advices) DIRECT SUPPORT Don’t discard the joint financing. OFFICIAL GRANTS Youth Institutions can inform you about grants and resources. INSTITUTIONAL SUPPORT from cultural institu- tions and universities. CROWD- FUNDING ask USE-IT Ostrava or USE-IT Dresden for suggestions.
27. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 E. SEEK THE FUNDS Better in person • Avoid e-mails and phone calls; you may not receive any reply. • Hand over a copy of the project summary. • Keep the feasibility study and the budget for the appointment. Remember the name of the secretary • Be kind with him/her because is your gate to the politician. • If you have no answer after one week, phone him/her. • Don’t waste time with e-mails unless they request you. No more than two • Politicians can feel uncomfortable if they receive more than two of you. 3. What steps you should follow (AND some advices)
28. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 E. SEEK THE FUNDS Better in person • Avoid e-mails and phone calls; you may not receive any reply. • Hand over a copy of the project summary. • Keep the feasibility study and the budget for the appointment. Remember the name of the secretary • Be kind with him/her because is your gate to the politician. • If you have no answer after one week, phone him/her. • Don’t waste time with e-mails unless they request you. No more than two • Politicians can feel uncomfortable if they receive more than two of you. 3. What steps you should follow (AND some advices)
29. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote I. “There is no money for such a kind of initiatives since we are in crisis.” 3. What steps you should follow (AND some advices)
30. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote I. “There is no money for such a kind of initiatives since we are in crisis.” False. Our budget is really low if we compare it to the typical mar- keting or public relationships campaigns and have much more im- pact on the target. Low investement but high impact. 3. What steps you should follow (AND some advices)
31. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote II. “There are many wonderful maps in the city. We don’t need one more.” 3. What steps you should follow (AND some advices)
32. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote II. “There are many wonderful maps in the city. We don’t need one more.” The city may have many maps, but not one like this. • International Network of Youth Tourism. • This map is not commercial and made by locals. It crea- tes a relationship of confidence with travellers (who feel that the information and reviews don’t try to beautify or sell the city). • And this is much more than a tourist map... 3. What steps you should follow (AND some advices)
33. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote III. “Youth Tourism doesn’t give much mo- ney to our city.” 3. What steps you should follow (AND some advices)
34. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote III. “Youth Tourism doesn’t give much mo- ney to our city.” According to the WTO, this is absolutely wrong. • The Youth Tourism is growing more and more. • The average expense is also growing (40% from 2002 to 2007). • The Youth Tourism generates multiple benefits beside the economical ones, and makes the tourism more responsible and sustainable. 3. What steps you should follow (AND some advices)
35. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote IV. “Our tourism office can’t do personal suggestions.” 3. What steps you should follow (AND some advices)
36. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 FOUR CLASSIC (BUT WRONG) STATEMENTS YOU WILL HAVE TO FACE UP Quote IV. “Our tourism office can’t do personal suggestions.” Actually, this is true. • This is the reason why we assume the editorial responsi- bility of the contents in the map. • If somebody needs any explanation, I’ll be glad to give it. • Our personal tips are one the things more appreciated by the travellers. 3. What steps you should follow (AND some advices)
37. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 F. GROW YOUR TEAM 3. What steps you should follow (AND some advices) The more varied your team is, the better your guide will be. Don’t think that all the travellers have similar ages and tastes. Try to diversify. Listen to other people and make them part of the project. USE-IT PRAGUE
38. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 G. WORK IN CONTENTS, DESIGN AND LAYOUT (I) 3. What steps you should follow (AND some advices) GOOGLE MAPS TOOL PROVIDED BY USE-IT EUROPE Thanks to this application you can start working in the reviews...
39. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 G. WORK IN CONTENTS, DESIGN AND LAYOUT (II) 3. What steps you should follow (AND some advices) graphic design and layout Count on a good designer on your team. USE-IT OSTRAVA
40. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 G. WORK IN CONTENTS, DESIGN AND LAYOUT (III) 3. What steps you should follow (AND some advices) MAP Many initiatives have worked on maps given by a local institutions. USE-IT OSLO
41. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 G. WORK IN CONTENTS, DESIGN AND LAYOUT (IV) 3. What steps you should follow (AND some advices) OTHER CONTENTS Act like a local, Five minutes of history, When to come...
42. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 H. GUIDES DISTRIBUTION 3. What steps you should follow (AND some advices) BACKPACKERS AND HOSTELS TOURIST INFO POINTS UNIVERSITY COUCHSURFING COMMUNITY The map will also be available on the Internet.
43. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 H. GUIDES DISTRIBUTION 3. What steps you should follow (AND some advices) control THe distribution This Excel file is useful for you and gives you credibility and openness in the face of local authorities.
44. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 H. GUIDES DISTRIBUTION 3. What steps you should follow (AND some advices) control THe distribution This Excel file is useful for you and gives you credibility and openness in the face of local authorities.
45. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 I. MAKE SOME NOISE 3. What steps you should follow (AND some advices) INFORM THE LOCALS A press note can be ok. A press conference with institutional support is much better. INFORM THE STAKEHOLDERS Visit the hostels and infodesk included in the map. Explain to them the initiative. USE-IT BOLOGNA
46. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY 4. REGISTERING RESULTS ADVANTAGES You need to register the feedback. You can check the evolution of the project. It is a basis for improvement. It is cheap. DISADVANTAGES No scientific validity Be prepared for accepting criticism A SELF-MADE STAKEHOLDERS SURVEY
47. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 All the hostels (8/8) included in the map, all the tourist info points of the city (6/6) and many businesses (21/60) have participated in the survey. STAKEHOLDERS SURVEY 4. REGISTERING RESULTS 23% 17% 60% Who has been polled? Hostels Tourist Info points Businesses
48. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 What did we want to measure and why? Local authorities don’t care about how happy the traveller is with our map. ROI STAKEHOLDERS SURVEY 4. REGISTERING RESULTS
49. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 What did we want to measure and why? Local authorities don’t care about how happy the traveller is with our map. ROI They are especially interested in the Return Of the Investment. STAKEHOLDERs SURVEY 4. REGISTERING RESULTS
50. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 So this survey was focused on: • Tourist Affluence • Economic impact • Overnight stays • Information covered STAKEHOLDERs SURVEY 4. REGISTERING RESULTS
51. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 We made a Google Doc survey that we sent via e-mail after visi- ting each place. Three kind of questions: • Yes/no questions. • Valuation questions. • Qualitative questions. STAKEHOLDERS SURVEY 4. REGISTERING RESULTS
52. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. ECONOMIC IMPACT 4. REGISTERING RESULTS 87,50% 62,50% 62,50% 25,00% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% How was the map impact of the map on your promotion? How was the map impact on the affluence of travelers? How was the economic impact of the map on your business? How was the impact of the USE-IT Cordoba map on businesses? POSITIVE NEGATIVE NONE DN/NA
53. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. ECONOMIC IMPACT 4. REGISTERING RESULTS 95,24% 76,19% 66,67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% How was the map impact of the map on your promotion? How was the map impact on the affluence of travelers? How was the economic impact of the map on your business? How was the impact of the USE-IT Cordoba map on youth hostels and backpackers? POSITIVE NEGATIVE NONE DN/NA
54. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. INFORMATION COVERED 100% of the info points said “YES”. 4. REGISTERING RESULTS Information points Average YES 100% 91,42% NO 0% 5,72% DN/NA 0% 2,86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% USE-IT Cordoba gives information not covered by other commercial and institutional guides.
55. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. INFORMATION COVERED 4. REGISTERING RESULTS 100% of the info points said “YES”. The most of the stakeholders agree with this. Information points Average YES 100% 94,28% NO 0% 2,86% DN/NA 0% 2,86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% USE-IT Cordoba is addressed to youth tourism, a segment neglected so far in the city
56. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. INFORMATION COVERED 4. REGISTERING RESULTS Hostels Information points Businesses Average YES 75% 100% 90,48% 88,57% NO 12,50% 0% 0% 2,86% DN/NA 12,50% 0% 9,52% 8,57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% USE-IT Córdoba helps to revitalize not only the tourist areas of the city There’s no doubt about the cultural exchange.
57. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY. OVERNIGHT STAYS 4. REGISTERING RESULTS The half of the hostels ensures that the map increases the overnight stays. A very positive result considering the the map is not a “miraculous product”. Hostels Average YES 50% 45,71% NO 12,50% 5,72% DN/NA 37,50% 48,57% 0% 20% 40% 60% 80% 100% USE-IT Córdoba has increased the overnight stays as it suggests different plans to do in the city
58. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY 4. REGISTERING RESULTS WHAT DID YOU LIKED THE MOST IN THIS EDITION? Hostels • It’s free • Lots of information • Local tips • Openness and honestity Tourist info points • Local tips • Useful for discovering not tourist places • Practical content BusinessES • Fresh design • Practical and easy-going • Act like a local • Nightly entertainment
59. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 STAKEHOLDERS SURVEY 4. REGISTERING RESULTS TO SUM UP It is difficult to find another initiative with so HIGH impact for a so low INVESTMENT.
60. HOW DO THE LOCALS START? “ACT LIKE A LOCAL” CONFERENCES BRUSSELS - NOVEMBER 2013 ¿ANY QueStion?
61. Muchas gracias. www.use-it.travel www.facebook.com/USE.IT.Cordoba cordoba@use-it.travel Please LIKE!