TCI 2013 Experiences from tourism clusters in Northern Norway

Experiences from tourism clusters in Northern NorwayOlav Bardalen & Olav Dyrnes

Breakout Session: Clusters to support growth in areas outside big cities

5 September 2013

Experiences from tourism clusters in Northern Norway

TCI Annual Global Conference 2013Kolding, 3-6 September 2013

Olav Bardalen, Innovation NorwayOlav Dyrnes, Innovation Norway –Nordland

Can cluster process models be used – and

create successful results – in regions with

weak cluster characteristics ?

Arena Leisure BoatsArena Leisure Boats

Arena MagicaArena Magica

MediArenaMediArena

Wind Cluster NorwayWind Cluster Norway

Arena NOWArena NOW

Arena EydeArena Eyde

Oslo MedtechOslo Medtech

Arena supported clusters 2012/2013

Valdres Health cluster Valdres Health cluster Arena Fruit ClusterArena Fruit Cluster

Arena UsusArena Usus

Arctic Winter AdventuresArctic Winter Adventures

Arena Ocean of opportunitiesArena Ocean of opportunities

Maritime CleanTech WestMaritime CleanTech West

Clean Water NorwayClean Water Norway

Arena BioTech NorthArena BioTech North

Mineral cluster NorthMineral cluster North

Arena Smart Grid SevicesArena Smart Grid Sevices

Arena Nxt MediaArena Nxt Media

Smart Water communitiesSmart Water communities

Arena DiginArena Digin

iKubeniKuben

Arena HeidnerArena Heidner

Electric Mobility NorwayElectric Mobility Norway

Arctic ProtectionArctic Protection

Arena Innovative ExperiencesArena Innovative Experiences

• Stronger interaction and collaboration

• Increased innovation capabilities

• Better access to R&D and education

• Stronger international focus

• Cluster expansion

• Attracting customers, investors, expertise

Improved competitiveness

Cluster project objectives

Supporting cluster processes through 5 services• Financial support: 50% co-funding with

cluster partners: Facilitation, strategy development, networking, branding, pre-studies

• Advisory services: Experienced project advisors

• Capacity building: Courses, seminars, study trips, guidelines

• Networking: Between cluster projects, transnational cooperation

• Profiling: Cluster branding and communication

• Our mandate: Contribute to increased value creation in all regions

• A huge potential also in rural regions

• Our experience: Cluster processes works!

Why work with clusters outside city regions?

Innovative Experiences

Northern Norway &Svalbard

“FROM THE SHADOW

TO THE FRONT STAGE”

A story about developing a framework for implementation of professional co-creation of experiences in Tourism SME´s and improve value creation by use of Experience Economy approach.

LOCATED No.Svalbard (2)Vesterålen (5)Lofoten (13)Narvik (3)Hamarøy(2)Bodø Area (5)

Andøy Friluftssenter Hamsunsenteret Basecamp Spitsbergen AS Fargeklatten Veita Galleri

Bodøgaard Henningsvær Bryggehotell Hildringstimen Hvalsafari AS Inga Sámi Siida Kobbelv Vertshus Lofoten Aktiv Lofotakvariet

Lofoten Golf Links Lofotferga Lofotr Vikingmuseum Narvikfjellet AS VisitBodø Nordland Turselskap

NorskLuftfartsmuseum Nusfjord AS

Nyvågar Rorbuhotel Restaurant Du Verden Ringstad Sjøhus Drift

AS Spitsbergen Travel Stiftelsen Vinterfestuka, Narvik

Stella Polaris Svinøya Rorbuer Thon Hotel Lofoten Tuvsjyen AS

XXLofoten AS Aalan Gård

30 Companies, (2 R&D Institutes, Innovation Norway, Nordland County)

Teacher Kayaking instructor MasterChef

Economist Arctic guide Conservator Environmental

conservator Artist Sculptor MBA Reindeer farmer

Marketing manager Computer Scientist Real Estate

Salesman Accosiated professor in literature Master in Tourism Management Hoteliér Hotel management

Gourmet chef Captain Farmer Cheese maker Engineer Archeologist Fishfarmer Proffesional Guide

Marine corps officer Sport and recreation Manager Political Scientist Marketing Professional

30 Companies managed by different kinds persons and professions

The vision: “Together we shall enthuse our

guests with world class experiences”

The goals:• more satisfied guests• increased degree of re-purchase • higher value creation per guest• increased attractiveness (experience value) on all

products throughout the year.

The Cluster members have decided the ambitions:

The commercial potential is high customer value created by world class experiences in world class surroundings.

The Experience Economy

Cluster developement means learning to play like a prepared team

Norway’s gold medallists in Bejing 2008,

«We are a Cluster of Experience Producers, not a random bunch of Tourism Enterprises»

HOW DO WE DO THIS?

A tailor made platform of a “how to create valuable experiences”- knowledge.

This concept is well received by the SME`s as it is supported by practical tools for implementing this knowledge through workshops, best practice

examples, testing, case studies

and written documentation.

We introduced the LEO-Finland Experience Pyramid Model to all Cluster Members – (course in experience co-creation)

Individuell Autentisk Historie Flersanselig Kontrast Interaksjon

Interesse

Sansebasert forståelse

Læring

Opplevelse

Endring

Motivasjonsnivå

Fysisk nivå

Intellektuelt nivå

Følelsesmessig nivå

Mentalt nivåLEO´sPyramide

The understanding of how to create a setting where it is a potential for the guests to have their own individual and unique experience.

The first «spin of» PhD Magic Moments – immersion during nature based tourist experiences».

The paper presenting Ann-Heidi´sPhD got an international «Best Paper» Award.

Before;

ECO-farm i Lofoten,sells a lot through the other cluster members.Makes their own goat cheese and herbes.

Just re-designed by professionals

Highlights from the external evaluation

• «A very successful cluster project», with a high degree of goal achievement

• Increased innovation activity and capability

• Impacts on business performance have been substantial:

• Higher value creation pr guest• Increased turnover and profitability

• Companies with common interests and high committment

• Creating a common «language» through The LEO-concept

• Networking activities have been given high priority

• The cluster leadership has been excellent

Success factors

Lessons learned

• The strategic idea of the cluster initiatives should be focused and relevant, in order to create the committment and engagement needed

• The regional and national innovation agencies should proactively and well coordinated support the cluster initiatives – especially by creating new and stronger linkages to external resources.

• The most important role for the cluster leaders is to create arenas where partners can meet, be inspired, get new ideas, and be motivated for common actions