The Main Street Through a Visitor Lens Handbook is designed to provide main street coordinators, committees and planners with visitor economy related concepts and directions that are user-friendly, strategic and tactical. It was developed using a range of research and engagement efforts with the main street community across Canada.
The Main Street Through a Visitor Lens Handbook includes 13 separate chapters, written by a variety of people associated with main street organizations, academics, and consultants. The Handbook can be downloaded in its entirety by filling out the form.
If you have any questions please contact Dr. Walter Jamieson (email@example.com) and Dr. Tom Griffin (firstname.lastname@example.org).
Download the Handbook
Introduction to the Handbook
This section provides an overview of the handbook’s objectives and discusses the themes, ideas and defines ‘main street,’ while identifying a range of main street challenges and issues. It is organized around the following subsections:
- Handbook objectives
- Initial themes/concepts/ideas
- Defining main street
- Challenges and opportunities
1. Understanding the Visitor Economy
An important mandate of many main streets is to attract and welcome visitors from outside their immediate area for the added economic and vibrancy value they bring. In this section, the visitor economy is defined and explored as the potential and actual value add activities for main streets.
- What Is the Visitor Economy
- The Benefits and Challenges of Visitors
- What Is the Product in the Visitor Economy
- The Visitor Journey
- Key Questions in Considering the Visitor Economy
- Residents attract visitors and affect their behaviour
- How does hosting visitors affect residents?
- Possible applications, messages and channels
- Objectives of a mapping exercise
- Who should do the mapping?
- Putting yourself in the visitor’s shoes
- Possible visitor related 6 resources and experiences
- Possible data sources and data 7 gathering techniques
- Accessing and using the data
- Key takeaways
- Define the goal and main questions
- Who or what will you gather data from?
- When and for how long should you gather data?
- How will you gather data?
- Complex studies
- How we help clients
- How BIAs can leverage visitor data
- 4 most common questions from BIAs
- Who are my visitors and where are they coming from?
- What lifestyle types are my BIA visitors and residents?
- How many visits were there to my BIA over time?
- Who are BIA event visitors?
- What does ‘marketing’ for visitors mean
- Guiding principles
- The benefits of partnerships and collaboration
- Types of partnerships
- Practical examples
- Considerations and tips
- Tools to optimize the quality of the visitor experience
- Understanding the relationship between main streets and their community
- Why aren't businesses building new visitor experiences on our main street?
- Is your main street ready to welcome visitors?
- So how can my community be more open to tourism development?
- Key takeaways
- What is storytelling?
- Understanding the audience
- Planning for storytelling
- Storytelling media
- Research your main street
- Forming a Task Force & Cooperation
- Creating incentives
- Starting to Understand Main Street ‘After 6’
- Advantages of the ‘After 6’ Economy
- Does Your Main Street Have What It Takes?
- What Can Happen ‘After 6’
- Achieving Your Main Street’s ‘After 6’ Potential
- Making It Happen