Reflections, recommendations and questions for the Kjær’s

Blackboard Entry No. 1, February 9, 2014

Group work: Lisa Vinke & Carina Legl – E-tivtiy No. 2

 

Reflections on ideas, including recommendations regarding changes in the Business Model of the Kjær’s Hay Hotel in Ruggård, Denmark

Group work in finalising questions for Lisbeth and Christopher

 

Focus on key partners & key activities, specifically “events”

Destination: Vejle Ådal valley, Denmark

Combining the focus on Infrastructure Management of key partners and key activities –specifically “events” with Sustainable Tourism Development and innovative Initiatives in the tourism destination of Vejle Ådal valley, Denmark

Potential key partners:

  • Bindesballe Købmandsgård, a nostalgic grocer’s shop, merchant’s museum with its heritage grocery store, which offers historic / local products
    – a relaxing place for the guests of the Hay Hotel & their horse(s)
    – indulge in a cosy, welcome atmosphere, where they can have a picnic or coffee break
    – playground and bonfire place for children
  • Local community with inhabitants and local associations
    – can enable activities
  • [Icelandic] horse association
  • Tourist/guests of the Ruggård Hay Hotel (Information for improvement, sustainability and innovative Initiatives)
  • Nature school
  • University
  • Tourism providers
  • Destination management – Visit Vejle
  • Farmers / Farmers markets
  • Schools / Teachers (history about the valley and/or Denmark; creating events)
  • Festival organisations
  • Restaurants
  • Non-profit organizations
  • Neighbours (sharing horses)
  • Legoland
  • University à education concerning STD
  • Networks and collaboration with experts from the tourism industry
  • Local stores/shops / store owners

Key activities, specifically events:

  • Active participation of guests (working & living together on the farm)
  • Active part of the local community
  • Tørskind Grusgrav
  • Kristinelyst
  • Nature school

Combining the Business Model elements with Sustainable Tourism Development and innovative Initiatives:

  • Treasure hunting, paper chase event at Tørskind Grusgrav (on horse back)
  • Viking Festival at Kristinelyst  (with horse)
  • Food Festival at Bindesballe Købmandsgård
  • Additionally to consider: Accommodation package incl. discounts for guests
  • Usage of local food, local ingredients
  • Local tour (guides)
  • FARM DAY
  • Sustainability events

 

Points to be considered:

  • Value proposition: competitive advantage through supportive ‘experiencing’ elements, but competitors have to be analysed, as well as, what the product of an accommodation makes it ‘special’
  • Key partners: specific focus on horses and specific interests of [Icelandic] horse riders à information collection about target groups’ interests; creating ‘experiencing’ aspects for horse riders / guests as being part of the family and the community
  • Key resources: collecting information on what the valley can offer specifically for the horse riders, additionally focusing on the aspect of possible training at the Kjær’s family farm (to be considered: Licence of training on horse back?); Further local food – farmers markets, harvest festival; to build up a food-market gardening for harvesting at the Kjær’s family farm
  • Key activities: specific focus on what stakeholders could do/provide
    – Tørskind Grusgrave: collecting more information what activities could kids do there (with/without horse)
    – Kristinelyst: playground for kids, information collection on what activities kids could do there with horses
  • Viking festival: information on Vikings history for storytelling & myth, here to create specific event elements based on historical events/elements
  • Food festival: collecting information on local food and when best to harvest
  • Education of key partners in STD

 

 

Especially potential (other) key partners have to be considered. Here, the possibility of more than just the above mentioned key partners could be an important aspect of creating a network for sustainability of a future Hay Hotel in Ruggård.

 

General questions from the literature concerning key partners (will not be asked):

 

  • Who is willing to cooperate in a network?
  • Which key partners are necessary for a sustainable concept of a Ruggård Hay Hotel?
  • How do these key partners profit form the network?
  • How to build a strong network? How to establish trust?
  • What are the barriers to an effective and efficient network? (External, internal)

 

Questions for Christopher and Lisbeth Kjær regarding key partners:

  • Which networks do already exist?/Who are already key partners?
  • Would you consider the guest/tourist as a potential key partner? – Establishing a website – homepage, where the guest is able to leave comments, blog entries and pictures? Hereby taking the opportunity to involve the tourist/guest in the marketing strategy of promoting the Hay Hotel.
  • Would you consider a horse-sharing collaboration with neighbours a possibility, so that the tourist/guests could lend/rent a horse for a tour/event?
  • Who is willing to cooperate/collaborate in a network of the following potential key partners?
    • Bindesballe Købmandsgård – store/museum
    • Local community with inhabitants and local associations
    • [Icelandic] horse association
    • Tourist/guests of the Ruggård Hay Hotel
    • Nature school
    • Tourism providers à cooperation with travel agencies
    • Destination management – Visit Vejle
    • Farmers / Farmers markets
    • Schools / Teachers (history about the valley and/or Denmark; creating events)
    • Festival organisations
    • Restaurants
    • Non-profit organizations
    • Neighbours (sharing horses)
    • Legoland
    • University
    • Networks and collaboration with experts from the tourism industry
    • Local stores/shops / store owners

 

General questions from the literature concerning events/innovation (will not be asked)

  • How could they profit from a collaboration/cooperation?
  • What could every partner bring into a collaboration/cooperation?
  • What might be/are barriers to an effective and efficient network? Do you already know barriers, which might exist?

 

Questions for Christopher and Lisbeth regarding events:

  • What kind of events could you imagine for the Hay Hotel? (food festival, Viking festival, Farm day, rallye, paper chase, sustainable food event…)
  • How often could these events take place at the Hay Hotel?
  • Considering the key activities, what and where to get the information regarding the following events:
    • Paper chase festival (on horse back)
      • Guide, who could guide the treasure hunt?
      • Facilities (Toilets, breaks for horse and rider)?
      • Combining the treasure hunt with historical/local elements – Where to get the information?
  • Viking festival at Kristinelyst
    • Where to get the information about history/local history?
    • Who could be the organizer of that event? Local community or local association?
  • Food festival / Farmers markets
    • Who could provide information regarding local food, local ingredients, local recipes and harvest times?
    • Who could provide local food for a festival or farmers market?
    • Who would be willing to organize the festival or farmers market?
  • Farm Day

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