CONTEXTE
The Madawaska Recreational Tourism Cooperative in New Brunswick wants to transform the current Mont-Farlagne outdoor center into a four-season destination by relying on structuring partnerships with local associations and organizations. The working group gave Touriscope the mandate to identify strategic developments to focus on in order to ensure the support of visitors, locals and partners, to reach the target attendance rate and thus to increase the chances of success of the four-season project.
APPROCHE
Touriscope proposed a three-step approach:
- Market research;
- An analysis of comparable governance models;
- An analysis of market potential and feasibility.
Since the adherence of stakeholders is imperative for the success of the project, three approaches were used to promote their consultation: a customer survey, focus groups with residents and interviews. The results of these consultations, combined with the analysis of trends, customers and comparable offers, formed the basis for the reflection to identify development opportunities, as well as traffic hypotheses. In order to meet the immediate need to reposition the mountain, a marketing action plan was also developed.
RESULTS
This study confirmed the advisability of implementing the four-season project while providing the working group with strategic data allowing them to convince the various stakeholders of the viability of the project:
- Identification of experiences, products and services with high attractive potential in the markets surveyed;
- Traffic and revenue scenarios;
- Implementation recommendations.
CREDITS
Photo: Mont Farlagne Open Air Center, Mathieu Therrien