Annapolis Digby: Roger Brooks Tourism Assessment - Part II

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Information about Annapolis Digby: Roger Brooks Tourism Assessment - Part II

Published on November 23, 2009

Author: kathleenshea



A report prepared by tourism consultant Roger Brooks of the Seattle-based firm Destination Development Inc. In order to get the most out of this presentation, we recommend that you review all three parts, as pertinent information is interspersed throughout.

Includes remarks related to Weymouth and Bear River.



Our introduction to Weymouth was less than flattering. People judge the book by the cover. Look at your gateways.

First Impressions Are Lasting Impressions The rule of perceived value











WHAT TO DO Always put your gateway signs where you will make the first, best impression.


We did eventually find it. Nice visitor information center. Can use some curb appeal though.

Overall we didn’t see much in the town. Suggestion: The word “gateway” is something you pass through to go somewhere else.


Anything down any of these rural roads?

Bear River

What a charming little community - and one probably overlooked by a lot of visitors. A must-visit town while in the area.

The cafe is very inviting. Suggestion: Change the red lettering to yellow. Curb appeal is terrific.

This is one of the best galleries we’ve seen in the province. It is Bear River’s “anchor tenant.”

Promote Your Anchor Tenants The mall mentality rule









This really is a terrific gallery.

NOTE: People are four times more likely to buy art when they meet the artist.

A nice central gathering space. Suggestion: Add some half barrels with evergreen shrubs in them.

Always promote what it is you sell before the name of the business. We weren’t sure what this place is - or was. Still in business?

Great job. Good sign. While we don’t know what Myrtle & Rosie’s Shoppe sells, we assume it’s an ice cream parlour.

This little gallery can use some curb appeal. It’s a little light on offerings - inventory.

Unfortunately, the ugliest storefront is located at the primary gateway. Add some benches and half-barrels. People were sitting on the window ledges.

Reminder: Women account for 80% of all spending.

Think benches.


Make the guys comfortable.

“ The town on stilts.” Very charming and quaint.


Good information center. Add 24/7 information. We had to come back a second time when it was open.

We also visited Oddacity Designs.


We also visited the museum.

Great Stories Make the Campfire Memorable The rule of stories versus artifacts

1. The average museum visit lasts between 20 and 40 minutes. Museum notes: 2. If you can captivate the visitor for two hours, spending will increase. 3. Museums MUST learn to tell stories, not just display artifacts with facts and figures. 4. No offense, but visitors don’t really care who donated various items.




By the way, the things they make are a funding source for the museum’s operation.


The Wallace & Area Museum also did a great job telling stories.

Good! Visitor information ahead.

Now what? Where is it? Make sure you finish the job with your wayfinding efforts.

Real Men Don’t Ask For Directions The rule of wayfinding


Visitor Attractions/Amenities Community Services




We would have never found the visitor info center had it not been for these hand made signs. Move the sign down a meter.

Same here. Suggestion: Have a wayfinding system developed for the entire area.

Here we go!

Suggestions: Add murals to the building to give it some appeal. Add some native landscaping instead of the lawn area.

When are you open? We tried three times and finally gave up.

This looks like a great activity - but out of business? Invite us back!

What a shame. And a missed opportunity.

Had we not been doing an assessment, we would have never found these other attractions - including the two wineries.

With your wayfinding system, you must put up “reminder signs.” Ten k/m feels like 20 to first-time visitors. We nearly gave up. Twice.

It DOES exist! Very nice sign. Beautiful setting.

Open? Suggestion: When open replace the “welcome” with “OPEN.”

Really? We drive onto the lawn?

No sure if it’s open. Visitors are uncomfortable going into private homes. What is the specialty here? What are the hours? Just walk in?

We were only able to find half the galleries listed in the Bear River gallery guide.

When we found them we had a hard time knowing whether or not they were open to the public.

We also found the other winery and got a very nice tour of the winery, the process, and grounds. Nicely done. Gracious hosts.


Pros: • Nice photos Suggestions: • Jettison the generic (A place like no other!) • Cut the text by two-thirds • Beef up the size of the photos • Use bullet points • Concentrate on the artisan brand • Provide a better map

Pros: • Wonderful descriptions • Sounds fascinating - and worth the trip Suggestions: • No professional, high quality look • Print it in color • Add photography • This is worth taking up a notch - a big notch

Pros: • A beautiful brochure • Very compelling • Excellent photography • Very good descriptions Suggestions: • Map is a “start over” proposition. It needs to be in scale, more accurate, provide street names and better location information.


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