Archive for December, 2016

Reverse BYO® at Puddleduck Vineyard: a Winery Marketing Innovation

Tuesday, December 20th, 2016

Situated in the Coal River Valley of Southern Tasmania, near the historic town of Richmond, a 20 minute drive from the city of Hobart Puddleduck Vineyard is a boutique family owned and operated vineyard producing premium wines from grapes grown on their vineyard, and processed in their energy neutral winery [1].

The distribution strategy of the winery is novel in that it relies entirely on the direct link to the cellar door, representing a departure from mainstream sales practices at most Australian wineries pursuing a wider distribution strategy involving other retailer and wholesale channels. However, Puddleduck Vineyard has made the cellar door the primary venue for wine sales; in fact, their wines are only available for purchase direct from the cellar door  [1].

To support the novel distribution method, Puddleduck Vineyard has developed the vineyard to include outdoor facilities where people to enjoy a picnic meal along with wines purchased at the cellar door. Visitors can buy a Puddleduck Vineyard platter, followed by cake and coffee, or they can choose to have a Reverse BYO® [2]. BYO (Bring Your Own) is a common at restaurants in Australia, and it means that guests can bring their own alcoholic beverages to enjoy with a purchased meal. Puddleduck’s Reverse BYO® turns this concept upside down: people bring their own food to eat and buy the wine at the cellar door [2].

The Reverse BYO® is what might be called a marketing innovation [3], or a management innovation [4]. The OECD describes a marketing innovation as “implementation of a new marketing method ….[including] product design or packaging, product placement, product promotion or pricing” [3]. Alternatively, Hjalager says a management innovation describes “new marketing concepts… [changing] how relationships between the service provider and customer are built and withheld” [4].

 

Recommended Citation

Reid, S. R. M. (2016). Reverse BYO® at Puddleduck Vineyard: a Winery Marketing Innovation. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3707

 

References

  1. Puddleduck Vineyard. Puddleduck Vineyard: Home. 2016  8 December 2016]; Available from: http://www.puddleduckvineyard.com.au/.
  2. Puddleduck Vineyard. Food Options and Reverse BYO @ Puddleduck. 2016  8 December 2016]; Available from: http://www.puddleduckvineyard.com.au/food-and-reverse-byo.
  3. OECD, Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. 3rd ed. 2005: OECD, Eurostat.
  4. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.

The Shotover Canyon Swing: a New-to-market Innovation

Thursday, December 15th, 2016

New Zealand is renowned adventure activities, and the Shotover Canyon Swing provides yet another example of ‘Kiwi’ inventiveness in the adrenaline activity arena. Located over the Shotover River near Christchurch on New Zealand’s south island, the Shotover Canyon Swing provides an adrenaline filled adventure activity for the brave. Using a specially designed harness and rope system, participants launch themselves off the world’s highest cliff, some 109 metres above the Shotover river to plummet 60 metres in freefall down the rocky cliff face at up to 150km before swinging 200 meters across the river canyon below [1]. Many different jump styles enable participants to test their tolerance for fear in a plethora of ways, including in solo and tandem (paired) configurations [1]. See here for a short clip. For those brave enough to do it more than once, a second jump can be done at a very substantially reduced cost; and for those willing to jump off a cliff naked, the activity is entirely free.

The Shotover Canyon Swing is a product innovation. Product innovations are “changes directly observed by the customer and regarded as new…[as in] never seen before, or new to the…enterprise or destination” [2]. Furthermore, it also constitutes a relatively radical form of product innovation as it is a “new-to-the-market” innovation [3].  New-to-the-market innovations arise “when the firm is the first to introduce the innovation on its market” [3]. Although falling inspired adrenaline activities are relatively common in tourism, the operators of the Canyon Swing invented a new system to enable delivery of a new-to-market product combining swinging and free falling motion in a cliff jump activity.

 

Recommended Citation

Reid, S. R. M. (2016). The Shotover Canyon Swing: a New-to-market Innovation. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3578

 

References

  1. Shotover Canyon Swing & Fox. Canyon Swing. 2016  5 December 2016]; Available from: http://canyonswing.co.nz/canyon-swing.
  2. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.
  3. OECD, Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. 3rd ed. 2005: OECD, Eurostat.

Coiling Dragon Cliff Skywalk: Reframing the Walkway Experience

Friday, December 9th, 2016

The Coiling Dragon Cliff Skywalk is a 100-metre-long, 1.6 metres wide glass pathway on the side of Tianmen Mountain in the Zhangjiajie National Forest Park in Hunan province in China [1]. Opened to the public on 1 August 2016, the Coiling Dragon is the third, and latest, glass skywalk on Tianmen Mountain [1] [2]. The dramatic walkway overlooks Tongtian Avenue, or “Avenue to the Sky”, a mountain road with 99 turns that snakes up Tianmen Mountain [2, 3]. It also offers a dizzying view of the 1500 meter (4700 feet) vertical drop directly under the clear glass floor [1]!  View a short clip about it here.

The Coiling Dragon Cliff Skywalk is a product innovation. Product innovations are “changes directly observed by the customer and regarded as new…[as in] never seen before, or new to the…enterprise or destination” [4]. Specifically, through clever use of materials, the glass walkway provides a thrilling experience quite different to that from using a traditional solid walkway or bridge. As one commentator says: “The fact that it’s attached 4,600ft (1,403 metres) up the side of a mountain is scary enough…the fact that it’s also made of glass is nothing short of terrifying…. but anybody who finds the courage to brave the walkway will be rewarded with an utterly breathtaking view that few will ever experience” [5].

Recommended Citation:

Reid, S. R. M. (2016). Coiling Dragon Cliff Skywalk: Reframing the Walkway Experience. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3575

References

  1. Martin, J. Incredible 100-metre-long Coiling Dragon Cliff skywalk opens to public in China. 2016 2 August, 2016 at 4:58 pm 4 December 2016]; Available from: http://www.lonelyplanet.com/news/2016/08/02/100-meter-long-coiling-dragon-cliff-skywalk-opens-public/#ixzz4Roqjy87Q.
  2. Wu, E. China’s cliff-clinging glass skywalk opens to public. 2016 4 August 2016 5 December 2016]; Available from: http://edition.cnn.com/2016/08/02/travel/china-tianmen-mountain-glass-skywalk/.
  3. Sweet TV, China Tour | A New Glass Walkway Called The Coiling Dragon Cliff Skywalk 2016, CCTV America.
  4. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.
  5. Gould-Bourn, J. Terrifying 4,600ft Glass Walkway Opens In China, And Just Looking At The Pics Will Give You Vertigo. 2016  5 December 2016]; Available from: http://www.boredpanda.com/glass-bridge-tianmen-mountain-zhangjiajie-national-forest-park-hunan-china/

Slumber Safari: Product Innovation at Werribee Open Range Zoo

Wednesday, December 7th, 2016

Located at Werribee Open Range Zoo, just 30 minutes from the city of Melbourne, Slumber Safari delivers an African safari ‘glamping’ (glamorous luxury camping) experience. Slumber Safari combines unique on-site tent accommodation with a fully hosted experience including close-up animal encounters, drinks and nibbles at sunset, an African-inspired dinner, and night-time activities including a night walk and toasting marshmallows around the evening campfire followed by a supper of scones, jam and cream  [1]. Guests enjoy a memorable overnight experience in tented lodges with creature comforts such as en-suites, fans and electric blankets. With just eight tent lodges in total, the experience is shared with only a few. Each lodge tent has its own balcony affording views of the Werribee River and of the rhinos, hippos, lions, zebras and other animals on the ‘savannah’ of the open range zoo [1] . In the morning, the campers can enjoy watching (and hearing!) the animals awaken. Guests then take breakfast in the Safari Dining Hut where they can continue to enjoy the view of the animals on the ‘savannah’ [1]. View a short clip about it here.

Slumber Safari is an example of a product innovation. Product innovations are “changes directly observed by the customer and regarded as new…[as in] never seen before, or new to the…enterprise or destination” [2]. The product extension to include camping activities adds a new dimension to a typical zoo visit by enabling guests to “Experience an African adventure close to home” [1].

Recommended Citation

Reid, S. R. M. (2016). Slumber Safari: Product Innovation at Werribee Open Range Zoo. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3675

 

References

  1. Zoos Victoria. Slumber Safari. 2016  7 December 2016]; Available from: http://www.zoo.org.au/werribee/wild-encounters/slumber-safari.
  2. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.

Ottway Fly: Experiencing a Forest Differently

Tuesday, December 6th, 2016

Located in the Ottway ranges in Colac, Victoria, the Ottway Fly includes a Treetop Walk and a Zipline Eco-Tour, allowing visitors to experience the forest from the canopy above rather than from the ground below.

The Treetop Walk provides a one hour rainforest walk experience over a total length of approximately two kilometres. The steel-structured walkway is 600 metres long and averages 30 metres high, making it the longest and tallest of its type in the world [1]. The walkway includes an exciting cantilever section [2] as well as a 47 metre high central staircase tower offering a ‘birds-eye’ view of the forest canopy below [2]. The Treetop Walk “unrivalled views of the unique beauty of the region’s flora and fauna, from the rainforest floor up into the soaring heights of the treetops”. View a short clip about it here

The Zipline Eco-Tour is a 2.5 hour, fully guided experience and including training and simulation, eight cloud stations, six flights and two suspension bridges [1, 3]. Trained and experienced guides help participants to go from one tree platform (‘cloud station’) to another by cable up to 30 metres above the forest floor, while providing insights about forest’s history and its features [1, 3]. View a short clip about it here

Ottway Fly is an example of a product innovation. Product innovations are “changes directly observed by the customer and regarded as new…[as in] never seen before, or new to the…enterprise or destination” [4]. The treetop canopy walk is relatively new to the tourist market in Australia, and Ottway Fly was the first of its kind. The unique infrastructure provides a novel way to experience the forest, enabling visitors to “see the trees and forest in a new light” [1]

 

Recommended Citation

Reid, S. R. M. (2016). Ottway Fly: Experiening a Forest Differently. INNOTOUR Innovation Cases. From http://www.innotour.com/innovationCases/?p=3551

 

References

  1. Otway Fly Tree Top Adventures. Ottway Fly: About Ottway Fly. 2016  4 December 2016]; Available from: http://www.otwayfly.com/general-info/fast-facts/.
  2. Otway Fly Tree Top Adventures. Ottway Fly: Treetop Walk. 2016  4 December 2016]; Available from: http://www.otwayfly.com/activities-and-tickets/treetopwalk/.
  3. Otway Fly Tree Top Adventures. Ottway Fly: Zipline Tour. 2016  4 December 2016]; Available from: http://www.otwayfly.com/activities-and-tickets/zip-line-tour/.
  4. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.

Bed and Book

Monday, December 5th, 2016

The hotel Book and Bed in Tokyo is a bookstore-themed hotel. It appeals to people who love books to much that they must sleep with them. The hotel has 1,700 English and Japanese books, and it plans to expand the stock. Sleep takes place in very small compartments, most of the rooms only big enough to give place to a single size mattress. Here the guests can creep in and cocoon with the books they choose to read. The compartments are placed as shelves in the bookstore, and guests may feel like being part of the décor.

The design of the hotel is from the “Suppose Design Office”.