Speakers: George McLean, Director of Training and Development, Alyce Paton, Regional Director Scotland, Complete Works
Complete Works have successfully leveraged the power of stories, tales well told by authentic people, to generate revenue for visitor attractions. Stories allow us to target new audiences, broaden and enrich our understanding of our places, objects or products, and boost both revenue and reputation.
A story is about connection, and this can be the length of a full tour; engaging a specific audience for a deep dive as we have done with Scottish Canals at the Falkirk Wheel and their premium engineering tour – translating heavy scientific concepts into memorable moments and exclusive access in a 2.5hour tour. Or, about a brief and brilliant welcome that helps all visitors feel at home, encouraged to engage with the space as we have done with Chester Cathedral – creating a clear, welcoming start to the visitor experience that has resulted in a confident team able to talk about the experience and generate a massive return in visitor investment through donation return.
Join us for some of the key learnings in storytelling which apply to everyone, and some tips on how to translate your key concepts, products, places and history into engaging stories which resonate with your target audience. Use what you already have, to boost the bottom line.
