A report prepared by tourism consultant Roger Brooks of the Seattle-based firm Destination Development Inc. Part I: Roger's introductory comments, and remarks pertaining to Digby, Neck and Islands.

1. Assessment Findings and Suggestions
The Digby/Annapolis Shore

2. Quick Facts
• Geography-based tourism is dead.
• Visitors don’t care about counties or districts, cities, towns and
“places.” They are looking for “activities” THEN the location.
• Experience-based tourism is alive and is the future of tourism -
starting yesterday.
• The days of marketing lists are over.
• The heart and soul of any community, besides its people, is its
downtown. It is the litmus test for all your economic
development efforts.

3. This is about cash
This is about
community.

5. We stayed in the Digby area due to its central location.

6. Digby

7. This business has done just about everything to pull people in. Just
one ingredient is missing...

8. Beautification. Suggestion: Add a bench, numerous pots and planters.
Add a menu board outside the restaurant. Pull people in!

9. Invest In Beautification
The rule of invitations & staying
power

10. Before

11. After. Retail sales increased by almost a third.

12. A mountain community using evergreen shrubs.

13. Banff, AB

16. Ivy’s are a low-cost, evergreen supplement for beautification.

17. Fort Macleod, AB

18. No off-season excuses!

19. The flowers and plants here: silk.

20. Extend window displays to exterior spaces.

21. Consider a retail buying
cooperative for planters,
plants, and soil.
Work with a local garden
club, if you have one.

22. In this case, the deciduous trees
are strung with lights during the
winter months.

23. Curb appeal can account for
70% of first time sales at
restaurants, retail shops,
accommodations, wineries, and
golf courses.

24. Good job! Now take it up a notch.

25. Nice touches.
Next up: promote what it is you
sell before the name of the
business.

26. Always promote what it is
you’re selling - the lure to
bring customers in...
before you promote the
name of the business.

29. 20/20 Signage Equals $$$
The rules of retail signage

30. WHAT TO DO
Use perpendicular “blade” signs. Make them consistent
height and size.

34. What’s in any of these
shops?
Suggestion: Use custom
sandwich boards (if any).

38. Rules for retail signage:
No lower than 7’ (2.1 m)
No higher than 9’ (2.7 m)
No wider than 42” (1 m)

39. Good job with beautification. Suggestion: Add a blade sign. What
do you sell?

40. Signs like this you only see when you’re across the street. The
hanging baskets are nice. Add some ground level planters.

41. These were
built by a high
school shop
class.

42. Suggestions: Consider screening the trash cans. Create a cooperative
retail signage design-review program. Take care of the weeds.

43. The Bayside Inn does a great job with it’s beautification.

44. Suggestion: Avoid the look of
“outdoor retail” as opposed
to extending window displays
to exterior spaces.

45. This makes you look like a
second-rate garage sale town.

46. Create Merchant Driven Signage
& Outdoor Display Programs
The rule of pulling customers in

50. Good job here. With some
plants this would really
shine.

51. Crooked Timber Books
wins the signage award for
Digby.

52. Other notes and first impressions of Digby

53. We weren’t sure what this is, was or is supposed to be. Museum? If
so, when is it open? Assumption: Out of business.

54. The walkway and waterfront park is very nice.

55. And the interpretive displays are well done and informative.

56. This particular one needs to be reprinted...

57. Oops.

58. Suggestion: Remove the sign until the museum is reopened. If
anything, add an interpretive sign explaining the situation.

59. The folks in the visitor information center were exceptional and did
a great job. Suggestion: Add 24-hour information.

60. Kiosks Never Sleep
The 24/7 rule

64. Moses Lake, WA

69. WHAT TO DO
Develop 24 hour visitor information. Include brochure
distribution. Place kiosks where visitors can spend $.

70. Mahone Bay

73. If the opportunity ever arises, consider putting the power
underground.

74. The boardwalk is very nice - but we almost missed it.

75. So how do these folks get off the boats?

77. The missing ingredient in Digby: Nothing about scallops, the fishing
fleet, etc. This should be a priority!

78. In a nutshell:
1. Work on beautification, exterior retail displays.
2. Develop 24/7 visitor information.
3. Tell us about Digby’s world famous scallops.
4. You promote the fishing fleet. Where is it? Can we see it?
5. Promote the “Best of Digby.” Your anchor businesses.

79. Pros:
• A wealth of good information
• Good photography
• Good maps (thank goodness)
Suggestions:
• More specifics, less generalities

80. Pros:
• Good schedule of events
• Nice map of Digby
• Good job if you’re in the area

82. Digby Neck & Islands

83. The Shortest Distance Between Two Points Is A
Good Time
The four-times rule

84. Would you fly from Nova
Scotia to Disney World if
the only ride there was the
Matterhorn?

85. Lesson learned:
1. The FourTimes Rule will determine who your
primary market is.
2. What do you have that the customer can’t get
or do closer to home?

86. A good opportunity to add information - if they are still in business.

87. We did find the visitor information center on Long Island.

88. Suggestion: Add 24 hour information.

89. Having a map of the island
would be good.

90. We did find Balancing Rock.

91. This is good but you need more: How long a walk is it? How far?
Shoes? Ok for small children? Perhaps a trail map would be nice.
Where do we leave donations?

92. The trail starts off very
nice...

93. Suggestion: Considering the
fact that this is one of the
region’s best attractions,
some funds should go into
developing a boardwalk
through the bogs.

94. We were there during a
dry spell but portions of
the trail were nearly
impassible.

95. In the end, it was easily worth
the hike. A stunning spot.

96. There’s no question that this is
the “icon” for the Digby Neck
and Islands.

97. Suggestion: On your website, Google Earth, marketing materials, use
photos that show more than just the rock.

100. The ferries to Long Island and Brier Island are great. There was little
information, however, of when or how often they run.

101. The other big draw (the
experiential activity) is the whale
watching. The vendors do a great
job of marketing the program,
which should be heavily
marketed.

102. Brier Island was a real treat.

103. The “park” here was a great place for lunch and a terrific view.

104. The Lighthouse Cafe does a good job with its beautification. It was
very busy.

105. A great idea. Other communities take note. Suggestion: Add a map
on the back so we know how to find these places.

106. Very nice and a great touch.

107. We saw what looked like a hotel or resort, and decided to check it
out. Someone said they served a great lunch.

108. Apparently not. It was closed.

109. We drove down every road we could find and did find the Grand
Passage Lighthouse.

110. A very scenic spot. Suggestion: Create some itineraries for each
island and a combination one for the two islands and Digby Neck.

113. There goes a whale watching cruise. Suggestion: Beef up your
websites, add far more photos, itineraries - Close the sale!

114. A beautiful island. Lots of “Hidden Gems.”

115. Develop a Digby-Annapolis Coast
Hidden Gems book.

116. Like other places, there is no information. Hiking trails? What will
we see? Anything we should know? The seagulls were deafening.

117. These photos should be added to Google Earth. They can help
“close the sale.” There were a few, but most were pretty
amateurish.

118. Wish we would have had more time! Looks like a lot of fun.

119. It looks as though the tour operators do a good job. How does the
whale watching here stack up to similar experiences in the province?

120. How much? We were ready to move in!

122. Suggestion: Make the sign a little more artistic and appealing - but we
did see it! Knock down the weeds around the sign.

123. Hmmm. Visitors will be hesitant to visit when it looks like a home
and it’s not obvious if it’s open or even still in business.

124. We found several parks. Note: These are not primary draw, but nice
amenities.

125. This one wasn’t as inviting as the others. Add some curb appeal,
exterior displays, a brochure holder.

126. We did find the emu farm. Didn’t meet the FourTimes Rule.

127. Good interpretive signage, but nothing to do in terms of activities
here. And no washrooms.

128. Toilets Attract More Than Flies
The gotta go rule

131. POINT
Restrooms attract more than flies
Put them where people can spend money
Relieved visitors spend more money

132. Avoid ever doing this.

133. We couldn’t help but notice the big debate.

134. Summary
1. The Digby Neck and Islands are easily worth a day trip for anyone
in the Digby-Annapolis Region. As a stand-alone destination, the
islands don’t meet the FourTimes rule for Halifax residents or
visitors.
2. Develop detailed half-day and full-day itineraries - with
photographs and specifics: what to expect, seasonal considerations,
what to bring.
3. There were few places to spend money, and most of the places
(local markets) did little to pull visitors in their doors.
4. Visitor information should be provided once off the ferry, with
brochure distribution and maps.

135. Pros:
• Great cover photo
• Very good map
• Good teasers
Suggestions:
• Develop more specifics or provide links
to where we can get more info.
• Be selective as to what you list - not just
everything.

136. Pros:
• Excellent map
• Lots of information about island features
Suggestions:
• Promote the major lures - the best draws
• Include places to eat or shop (the best of)
• Avoid lists of businesses