The 148th Open, Royal Portrush - Lesley-Ann O'Donnell Project Manager, The 148th Open Tourism Northern Ireland - Tourism NI
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The 148th Open, Royal Portrush Lesley-Ann O'Donnell Project Manager, The 148th Open Tourism Northern Ireland
Royal Portrush 2019
Championship
days
The best
https://www.youtube.com/watch?v=VTUcBFa2FaU
SOLD OUT
Open in
history
First Open to
Sell out
The 148th Open, Royal Portrush
• NI is set to come alive from 14th to 21st July 2019
• One of the four MAJORS – only one played in UK
• We have cut our teeth on previous events such as The Irish Open
• Many golf visitors will experience our world-famous links and stunning parklands
for the first time
• A chance to showcase your area as the fabulous destination it is
• Expected 215,000 + ticket holders
• Championship days sold out: Thurs 18 – Sun 21 July 2019
• Additional tickets announced April
• Practice days ARE available: Sun 14 – Wed 17 July 2019
The Open in Numbers
Over 200,000 £80 Million 500 Journalists from all
Spectators and visitors Estimated combined over the world will be
From across the world economic and media benefit covering the event
from hosting the event
Days of town centre activity Over 150 600 Million
while The Open is on Countries broadcast The Household broadcast
Open
Event Objectives
Collective ambition
215,000 Partnership Championship
First Open to
spectators delivery 6,000 days
Sell out
additional jobs SOLD OUT
5%
Potential Global
25,000 Increase in 95%
Out of state
audience
of 600m
The out of state Increase in
Visitors households Biggest & golfers Civic Pride,
NI
Best
Open in
95% increase
c.100,000 Average history holiday
95% increase
visitor spend International
bednights destination Event delivery
£82.59 per reputation
reputation
night £80m NI PLC
Combined Though the
economic lens of The
benefit Open
Belfast Opportunity
We want them Warmth of Unforgettable
to return welcome experience
NI is Made for
Golf & future
golf vacations
Collaborative working
Event Delivery Marketing & Industry
Communications
Worldhost
engagement
Trade & Accommodation
Dressing &
Investment Volunteering product
Animation
opportunities development
Employment & Showcasing
Skills Leveraging the local food &
development legacy drink
Toolkit
Toolkit
Championship
days
The best SOLD OUT
Open in
history
First Open to
Sell out
https://tourismni.com/globalassets/grow-your-business/golf/are-you-ready-for-
the-open-toolkit.pdfTIP 1 Know all about it
• Keep up to date and become an Open expert
www.theopen.com/news
• Know what resources are available
www.theopen.com/spectators/advice
• Talk to your staff.
• Nominate and invest in training an Open Ambassador.TIP 2 Reach out to golfers
• Respond to your customers needs.
• Offer bespoke golf packages.
• Display daily weather forecasts.
• Prepare an early packed lunch.
• Provide laundry/ drying room facilities.
• Sign up for golfers Welcome scheme
www.tourismni/welcomeschemes.
• Provide an information sheet in the foyer.TIP 3 Ambassador programme
• Train Staff in WorldHost Ambassador Programme
• Sign up to Volunteer www.volunteernow.co.uk
• Pre-order food to suit the needs of the customer.
• Anticipate the needs of the golfing customer or ask
them in advance.
• Provide a locally sourced gift on arrival or departure.TIP 4 Work together
• Two heads are better than one.
• What are the opportunities to work with other
businesses or wider community?
• Encourage spectators to watch The Open with you.
• Work with your local Chamber of Commerce
www.causewaychamber.com
• Feedback ideas and support your local groups and
networks.
• Can the local College or University help with skills
training for your staff?TIP 5 International thinking
• Golf is popular in The USA, UK, Ireland and a host of European
countries.
• Help international visitors sample local food and culture.
• Make sure you are fully stocked with local information on things to
see and do.
• Give clear directions. We are small and accessible - sell that fact.
• Do you have a language capability or can you translate a menu,
directions etc.? Visitor information in languages is available from
your local VIC.
• Provide universal chargers.
• Golf starts early so a breakfast on the go may be required.
• Is there an opportunity to source a local guide to give a truly
authentic experience?TIP 6 Shout about yourself
• What do you want to say to your customers?
• What do you want them to say about you when they leave?
• Integrate messages about The Open into your
communications.
• Websites:
www.theopen.com
www.causewaycoastandglens.gov.uk
www.discovernorthernireland.com
• There will be an opportunity to create your own branded
marketing materials. Keep up to date with changes on TNI’s
media library.
• There will never be such media attention on Portrush and the
surrounding area. Positive PR could really help your
business.TIP 7 Be Open ready
• Have tee-off times at hand.
• Catch your early risers.
• Keep abreast of transport plans to make sure you, your
visitors and your team can get in and out of the area.
• Work out the finer details of your offers. Are you
competitive, providing value for money compared to
others?
• Are there opportunities to add value through
partnerships?
• Will guests stay longer and spend more in the area?TIP 8 Come again
• 70% of visitors will return again.
• Maximise your Lonely Planet accolade.
• Do your own research on what your customers want.
• Sell the destination beyond the golf.
• Game of Thrones/Food Experiences/Literature
• Could you provide suggested itineraries with “Money
can’t buy” experiences?
• Use translation services - They are FREE.
• Gather data on your visitor so you can meaningfully
reach them after the event to lure them back.TIP 9 Get online
• Update your website and link to other partners.
• Highlight on social media clearly what you are doing
to be “Open Ready.”
• Are you using the correct Hashtag?
• Vary your messaging to keep visitors interested and
engaged.
• Share items such as menus, itineraries etc.
• Show your business as a hive of activity and you will
attract more visitors.TIP 10 Marketing protocol
• Get dressed for the occasion - Use the NI Made for Golf
branding by accessing all the assets available.
• Who are our Golf Visitors?
• What other Golf and local events are going on? Be sure
you are up to speed and share these.
• Know the 19th Hole. Local Bars, Restaurants, Shops,
Attractions and Tours
• www.discovernorthernireland.com golf section will
allow you to promote your services tidi@tourismni.com
• Get familiar with Tourism Irelands Industry Opportunities
at www.tourismireland.com/industryopportunitiesWhat we know
Golf Tourism Value in Northern Ireland
• Golf Tourism currently worth £39.9m (+12% YOY)
• Non domestic value £29.9m
• 123,200 golf visitors
• Estimated spend per golfer - £2,228 per break, £253 per day
• Key markets - North America, Nordics, Germany, GB, ROI
• North America is a key golf tourism market (45% of income)
• 60% of golf visitors want to visit tourist attractions when they’re not on the
course
• Typical visitor takes between 1 - 2 golf holidays per year
• Books rounds of golf through an online tee booking website
• Visits 3 courses, playing 4 rounds
• Golf tourism holding strong at a time when golf participation continues to
fall
Source: Golf Tourism Monitor 2017Useful info: • Sunday 14th July – Wednesday 17th July – Practice Days • Thursday 18th July – Sunday 21st July – Championship days • Traffic and transport information to be launched mid April • Over 50% out of state • 20% of ticket holder accommodation booked in Belfast • (taken from ticket purchaser survey) • Over 50% plan to buy travel tickets on the day • Opportunity for travel partners/offerings
Tee Times: Tee times (subject to change) 14th – 21st July • Sunday, Monday, Tuesday – last tee off 4.00pm (practice days) • Wednesday – last tee off 3.00pm (practice day) • Thursday & Friday – 1st tee off 6.35am, last putt 8.30-9.00pm • Saturday – 1st tee off 8.00am, last putt 8.00pm • Sunday – 1st tee off 8.00am, last putt 7.00pm
Gate Opening Times & Park and Ride:
First Service from P&R to the
Day Gate Opens Hours of Play Last Service from the course to P&R
course
Sunday 14 July 9AM Throughout the day 8AM 8PM
Monday 15 July 7AM Throughout the day 6.45AM 8PM
Tuesday 16 July 7AM Throughout the day 6.45AM 8PM
Wednesday 17 July 7AM Throughout the day 6.45AM 8PM
Thursday 18 July 6AM 6.35AM - 8.30PM estimated 5.45AM 10PM
Friday 19 July 6AM 6.35AM - 8.30PM estimated 5.45AM 10PM
Saturday 20 July 7AM 8AM - 7PM estimated 6.45AM 9PM
Sunday 21 July 7AM 8AM - 7PM estimated 6.45AM 9PMTraffic & Transport
Traffic & Transport
Championship
• Public Transport days
The best SOLD OUT
• Strategic Road Network
Open in
• Park and Ride history
• Reserved Car Parking
• Local Area Road Network
First Open to
• Non-Golf Related
Sell out TrafficRail Services
During the week of the event:
Championship
days
•Trains will travel ‘straight
Thethrough’
best from Belfast to
SOLD OUT
Portrush.
Open in
•All trains will double in size (3 to 6 carriages).
history
•The number of morning and evening trains will increase.
•Will commence at approx. 5.30am
•The frequency First
of trains
Open to
to and from Portrush will
increase. Sell out
•www.translink.co.ukRoad Access
•Please note that there will be no spectator parking
available at the course. Championship
days
•All spectator parkingThe will best
be located atSOLD OUT& Ride
Park
facilities. Open in
•Spectators will be directed historyto managed Park & Ride
sites by Variable Messaging Signs (VMS) and AA
event specific signs.
•Spectators should turn
First Open to off their satellite navigation
Sell out
systems.Park and Ride
The Park and Ride facilities:
Championship
•Located within a 15 min travel timeSOLD
from
days
the
The best OUT
course.
Open in
•Translink will operate a max 10 minute shuttle
history
service.
•Designed to accommodate drivers and
First Open to
passengers with Sella
outdisabilityTravel from
Belfast
-Travel from Belfast M2/M22/A26 Lisnevenagh Road to Ballymena A26/M2 (B)/ A26 Frocess Road to Drones Roundabout Advisable to use A44 Drones Road for travel to key Causeway Coastal Route visitor attractions
Belfast Coach Routes:
Belfast Coach Routes:
Dressing &
Animation
-Dressing & Animation
Key Aims and Beneficiaries:
Championship
• To use the Open Golf Championship to enhance the reputation
days of
Northern Ireland to both domestic and international market places.
The best SOLD OUT
• Enhancing Northern Ireland’s image as an excellent golf event
destination. Open in
history
• Build on the destinations reputation as a service centre and golf
destination to the international market place.
• Build on the area’s reputation to host National and International events.
First Open to
• To capitalise on anySell out from the Open Championship and bring
legacy
economic benefit to the destination.Dressing & Animation • Celebrate • Be inclusive and accessible, engaging and inspiring • Feel time-bound to maintain excitement & interest • Gateway dressing – airports, ports, train stations • Supported by volunteer network • City dressing • Point of Sale kits • 19th hole experience • Nod towards what we’re celebrating i.e. The Open or Golf • NI Made for Golf
Belfast International Airport
Belfast City Airport Welcome dressing 6x welcome ambassadors Golf Simulator (Trackman) POS distribution across restaurants/ shops Baggage handlers, car hire, taxis, social media
Roundabouts • Planting • NIMFG titan • #theopen • Key approach roads
Train & Rail stations • Belfast stations – Lanyon Place & Europa • Portrush station • Coleraine station • Derry~Londonderry – Rail & bus station
Banners
Point of Sale
-POS • Sign up • TNI email alerts • VIC • BCC • End May
Events and activation • Working alongside council to program • Get involved • Consider audience and timings • Be part of it • The 19th hole • Engage other businesses • Community engagement • Success of EPIC Journey – captured imagination • Capitalise on the opportunity
EPIC Journey
Championship
days
The best SOLD OUT
Open in
https://www.youtube.com/watch?v=gOecXSROAmk
history
First Open to
Sell outVolunteer now partnership
Volunteering Opportunities • Volunteer Role: Open Ready Ambassador (500 volunteers) • Tasks will include; • Meet & Greet spectators and members of the public • Provide a warm welcome to visitors • Answer questions and orientate visitors • Provide information on other events taking place in Portrush town centre and across NI • Locations may include; • Key Park and Rides across Portrush • Along Shuttle Bus Stops • Key Train Station(s) • Main Coach Park • Transport Hub • Other key entry point for visitors such as main bus and train transport hubs and airports across Belfast, Derry/Londonderry, Coleraine and Dublin
Uniform
Opportunities
-The ask:
• Register interest for POS kits
• Register on media library to download NIMFG brand assets
• Activate and animate
• Create a 19th hole experience
• TELL US ABOUT IT
• Through TNI team
• Through Discover NI
• Through Visit BelfastOpportunities: • Marketing – tell us • Trade – what do operators want • Worldhost • Dressing • Animation • Collaboration • Media • Promote where people can watch the golf
What to watch out for:
• Open.com
• Player schedule
• Traffic alerts
• Traffic watch NI
• Getting there pages
• https://www.theopen.com/getting-thereOur Channels: • The R&A • Campaigns – in market and broader via TI • Discover Northern Ireland • What's on literature • Social • Visit Belfast • Volunteer and marshal briefings • WOM • Consider your own channels
Resources • Tourism NI team • Tourismni.com • Register for our email alerts • medialibrary@tourismni.com • Discovernorthernireland.com • Theopen.com • The Open app • Visit Belfast • Translink.co.uk • Visitcausewaycoastandglens.com
Get in touch: Lesley-Ann O'Donnell The 148th Open, Project Manager Tourism Northern Ireland l.odonnell@tourismni.com 028 9044 1660
We’ve come a long way
Championship
days
The best SOLD OUT
Open in
history
https://www.youtube.com/watch?v=KPPKRrsR-js
First Open to
Sell outThank you
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