INSPIREA GENERATION

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Jurassic Coast Business Partner Scheme

“How 2 organisations can inspire a generation”

JURASSIC COAST BPSMIKE RUITERYHA ENGLAND & WALES

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I’m the Project Lead Education Development for YHA and it’s my role to accelerate the rate of development across the South West.

This includes creating new products, establishing partnerships to expand our experience portfolio, plus reaching out to local communities.

Working in close partnership with the Jurassic Coast team helps me and thereby our organisation to meet those objectives.

These slides were presented at the Jurassic Coast Business Partner event on the 14th of November at Lulworth Castle.

During this event attendees could win chocolate rewards for answering some of the questions that follow; to check if you are eligible for chocolate rewards or to receive more information on the partnership and the YHA Jurassic School Trip package, please contact me directly on:

MichaelRuiter@yha.org.uk07715069378

3061223

Question 1) What does this number represent?

Answer) Our charity registration number.

We are a registered charity with a mission to reach out and enhance the lives of young people.

IN WHICH YEAR DID THE FIRST YHA OPEN?

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Question 2) In which year did the first YHA open in England & Wales?

Answer) 1930

In 1930 the first hostel opened at Pennant Hall, it was closed less than a year later due to issues with the water supply.

As was commented at the time:

“[the farmer] saw no sin in mixing manure with drinking water”

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We currently operate about 140 Youth Hostels across England & Wales.

Recent years have brought many changes to the YHA, including the disappearance of chores, introduction of licensed restaurants, welcoming both members and non-members. In the past few years we’ve invested more than £19.6 million in our network to create great value, modern

and comfortable accommodation.

In 2012 YHA reached the top 5 in the Best UK Hotel category by the Guardian, Observer and guardian.co.uk Readers’ Travel Awards. YHA was ranked at number 4 behind luxury chain hotels, Sofitel, Hotel Du Vin & Bistro and Malmaison. Marriott was ranked at number 5 in the category.

In our early years many young people visited us; exploring the country side and meeting new people on the way. These people became members and are still proud supporters of our charity.

YHA’s profits are ploughed back into the organisation’s charitable fund Breaks for Kids - enabling children of less fortunate backgrounds to have the same experiences as their classmates and friends.

One day, all these kids will become members too and support another 80 years of youth hosteling.

It’s our job and privilege to reach out and enhance the lives of these young people, and to inspire a generation.

HOW MANY YOUNG PEOPLE STAY WITH YHA EACH YEAR?

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Question 3) How many young people stay with YHA each year?

Answer) 441.000

For our next three year business plan we aspire to more than double this figure and reach out and enhance the lives of 1.000.000 young people per year.

150.000 7

In the South West this translates to 150.000 young people having great experiences with us.

WHY DO PEOPLE VISIT THE SOUTH WEST?

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Question 4) Why do people visit the South West?

Answer) Sunny beaches, water sports and obviously to look at this amazing part of world history plus perhaps have a go at discovering a new dinosaur species.

YHA operates 40 hostels and camping barns in the South West, 5 of these are on the Jurassic Coast (Beer, Litton Cheney, Portland, Lulworth Cove and Swanage).

COMPELLING REASONS TO VISITCREATING

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The Jurassic Coast and other South West assets are natural pull-locations; millions of people visit these places in certain times of year.

As an organisation we have exhausted this potential and to grow our business we need to look for other opportunities.

Generating push-strategies can help us reach more (young) people and be less season-dependent.

This can be achieved by creating compelling reasons to visit.

ADVENTURE

EDUCATION

COMMUNITY

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The 3 main opportunities for us to reach out to young people are:

1) Adventure Products (86% Of young people visit the SW for adventure experiences)

2) Education (School Trips, bringing to life core-elements of the National Curriculum)

3) Community (Reach out to young people in the local communities surrounding our hostels, where rural isolaton and financial deprivation are real

challenges)

0-5 YEARS

6-11 YEARS

12-16 YEARS

17-26 YEARS

ADVENTURE EDUCATION COMMUNITY

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We classify a young person as someone under 26. But within that category are many sub-groups.

For a 5 year old, visiting the beach for the first time on a school trip is a great adventure and educational experience. For an 18 year old, walking the SWCP and camping at youth hostels is an adventure. Local primary schools having their first night away from home at their local

hostel or an annual picnic is way of reaching out to local communities.

At each stage of their young lives, these people will expect different products and experiences, different forms of interaction and engagement from us.

This requires us to develop a series of products, events, opportunities and experiences tailored to the various age groups.

PRODUCT DEVELOPMENT

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To create compelling reasons to visit - to meet the requirements for reaching out to all young people - we have done some product development across the region.

Expanding our product portfolio by establishing partnerships with adventure providers, education experts and like minded charitable organisations.

On the Jurassic Coast the opportunity was creating an education package...

TO... THE WORLD HERITAGE SITE

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...Because the Jurassic Coast Trust has got 3 strategic objectives, too.

(at this stage the audience had a chance to win more chocolate by filling in the blanks)

Question 5) To [...] the future of the coast for public benefit.

Answer) Conserve

TO... ECONOMIC REGENERATION

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Question 6) To help [...] economic regeneration.

Answer) encourage sustainable

TO... THE PUBLIC

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Question 8) To [...] the public on the importance of the Jurassic Coast.

Answer) educate

PRODUCT DEVELOPMENT

STAFF TRAINING

ROUTE-TO-MARKETSUPPORT

SHARED MARKETING

GROWTH OPPORTUNITIES

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With a shared objective to educate the public - especially the young ones - we have a common goal which forms the basis for our partnership.

The next few slides focus on how we achieve that goal.

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Because...

Learning about fossils, the process of fossilisation and the historic figures that have had great importance in the first discoveries of dinosaurs and marine reptiles.

=

An amazing way for children to be engaged with this element of the curriculum and what a great opportunity to inspire a generation.

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And...

What better way to conserve the coast, than to engage young people with the importance of the their heritage.

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Plus...

For every child that comes to YHA on a Jurassic Coast residential school trip, we donate £1 to the Jurassic Coast Trust.

Funds that will be used to ensure the Jurassic Coast UNESCO World Heritage status and continues to inspire generations.

PRODUCT DEVELOPMENT

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The Jurassic Coast team have designed a YHA School Trip package which covers various elements of the National Curriculum and is focused on key aspects of the World Heritage Site.

Including:Fossils and process of fossilisation (KY 2&3),

World Heritage (KY2&3),Rocks and the geography of the coast (KY2&3).

Plus

Coastal Conflicts (KY3)

PRODUCT DEVELOPMENT

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All activities are developed to inspire young people and engage them with subjects via experience and role-play based learning opportunities.

The flagship activity, a Jurassic Crime Scene, allows pupils to become detectives and solve the mystery.

By assessing the crime scene and drawing maps the first-time detectives get their first theories of what might have happened. Collecting evidence and recording findings on the evidence log, wild stories start spreading. After measuring the size and traveling speed of both the

predator and prey the kids start getting a good idea of what took place. It’s time to report back to the group: who did it!

This activity has so far inspired over 1.000 young people in the past 6 months.

STAFF TRAINING

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Being a Jurassic Coast Business Partner, we were also offered various training opportunities.

‘Welcome Jurassic Coast Host’ introduces staff members to potential the coast has to offer to customers and how business can make the most out of the World Heritage Site.

But in our partnership the Jurassic Coast team went above and beyond and created tailored training events to support the delivery and selling of the newly designed School Trip package.

ROUTE-TO-MARKETSUPPORT

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The Jurassic Coast Team have access to network of event organisations, schools, like-minded businesses and other contacts that can help you drive your business forward.

Working in close partnership with the team, we have jointly rolled-out the new product.

This included stands at various events, introducing people to our new activities.

To indicate the reach that can be established from working in partnership, consider what it would mean for your business to be a key attraction at Camp Bestival.

YHA and the Jurassic Coast were invited to bring the Jurassic Coast Crime scene to Camp Bestival. Giving us access to 30.000 people, many being families with young children, a core market for our organisation.

SHARED MARKETING

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The YHA School Trip brochure reaches over 90.000 named teachers across England & Wales. The new Jurassic Coast package is represented with a 2-page spread, inspiring teachers across the country to visit the coast.

Another 1500 regional schools will receive a dedicated Jurassic Coast flyer, stimulating day and residential visits to the World Heritage Site.

All with the internationally recognised Jurassic Coast brand supporting the package.

GROWTH OPPORTUNITIES

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With the National Curriculum changing, schools becoming academies and the constantly changing business environment, both organisations are constantly looking for future growth opportunities.

The Jurassic Coast team are currently delivering CPD/INSET sessions to teachers, developing their knowledge to meet new curricular requirements. These sessions are a great opportunity for YHA to market our package to teachers as a solution to the proposed curriculum

changes. Each sessions is therefor concluded by promoting the residential product and the booking information details.

And there are more ways in which we work together to ensure that people keep coming to the coast and learn about the importance of England’s first Natural World Heritage Site.

PRODUCT DEVELOPMENT

STAFF TRAINING

SHARED MARKETING

GROWTH OPPORTUNITIES

} ENCOURAGE SUSTAINABLE ECONOMIC REGENERATION

CONSERVE THE WORLD HERITAGE SITE

EDUCATE THE PUBLIC

ROUTE-TO-MARKETSUPPORT

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By working together in a close partnership, both the Jurassic Coast Team and the YHA can reach out to more young people.

Our joint efforts relate directly to the 3 strategic objectives of the Jurassic Coast Trust.

DEVELOPING TALENTED

INDIVIDUALS & TEAMS

PUTTING THE CUSTOMER FIRST IN

EVERYTHING WE DO

CREATING A FINANCIAL

SUSTAINABLE NETWORK

REACHING MORE PEOPLE

THROUGH EXPERIENCES & PARTNERSHIPS

PRODUCT DEVELOPMENT

STAFF TRAINING

JURASSIC COAST BUSINESS PARTNER

GROWTH OPPORTUNITIES

ROUTE-TO-MARKETSUPPORT

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To reach out and enhance the lives of 1M young people, we have 4 strategic themes to ensure we succeed.

The work that we have done with the Jurassic Coast team as business partners fits in directly with those strategic themes.

The Jurassic Coast Business Scheme enables business to meet their strategic objectives via new and creative routes, supported by a great team.

And, your objectives will aid the Jurassic Coast Trust to ensure the future of the World Heritage Site.

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Work together and inspire a generation