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Big Apple GreetersCase Study

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Big Apple Greeters Case Study Lynn Brooks founded the Big Apple Greeters in 1992 to share her love for New York’s diverse neighbourhoods and friendly residents and to tackle negative perceptions of the city. As the concept grew and Greeter destinations spread, a Global Greeters Network (GGN) was developed.

There are now over 30 GGN members across the world with many more in the process of setting up their own programmes. Kent sits on the board of the GGN and plays an active role in its development. In the UK, Greeter destinations include Kent, Brighton, London and Winchester.

All Global Greeter destinations sign an agreement to show that they share the same core values: • Greeters are volunteers, a friendly face for

those visiting a city or destination.

• Greets are available for groups of up to 6.

• Meeting a Greeter is free of charge.

• Greeter programmes are open to all (non- discriminatory).

• New members agree to a dedicated website(including an English version which containsthe destination name and word greetere.g. www.kentgreeters.co.uk and a logo and link to the GGN website.

• The programme has an active website which includes all members and typically receives 10,000 visitors a month (www.globalgreeternetwork.info).

• Each destination may send one representativeto attend the annual Global Greeters Network meeting.

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Big Apple Greeters During 2010-11, 353 Greeters were active in New York. 48% have been Greeter volunteers for more than 5 years and 56% are retired or semi-retired. 40 Office volunteers match Visitors with like-minded Greeters, manage data, contribute to the Greeter newsletter and website, manage social media and design ‘Neighbourhood Information Profiles’ (travel guides). 16 Group outings per year keep the Greeters abreast of the local tourism products. Greeters met over 7,000 visitors to New York in 2010-11, 89% international visitors with the majority from Western Europe. Satisfaction research showed that 96% had a positive experience, with expectations exceeded for 94% of respondents (http://www.bigapplegreeter.org/).

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Group Vice President of Tiffany & Co, Wendy Eagan said “The Big Apple Greeter organisation assists tourists in getting

around New York, and does so with the help of one of the things tourists are most curious about: New Yorkers. Visiting the city’s fabled landmarks and neighbourhoods with volunteer greeters gives tourists a personal connection to the city and adds to an overall positive experience of New York that will remain with them long after they have returned home”(Wendy Eagan, http://bigapplegreeter.org).

The Big Apple Greeter Access Programme, supported by private business funding, established in 1993, allows matching of disabled volunteers and visitors. Access Programme Greeters welcomed 61 disabled visitors in 2009-10, with a particular focus on public transport and accessible neighbourhoods and cultural sights. The Greeter for a Day Programme, established in 2008, invites business, community, and political figures to be a Greeter, attracting PR, new Greeters, Visitors and for much needed funding.

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Lessons learned

• Big Apple Greeters are dealing with the same financial issues as most tourism organisations worldwide, after a drop in grant funding from New York City Council. The team have focussed on reducing costs, fund raising at events and benefits, attracting legacies and voluntary donations from satisfied visitors and generating in kind and monetary support from local businesses, organisations and individuals.

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