THE OPPORTUNITY
The Bruce County Lighthouse Partners is a stakeholder partnership initially formed to facilitate a shared vision, goals and focused direction for the 15 lighthouses throughout Bruce County. This group hired BC Hughes to assist with defining their strategic priorities and best bet investments with the goal of creating a shared vision for the future with the hopes of increasing the number of visitors experiencing both lighthouses and marine heritage tourism opportunities in the region.
THE PROCESS
Market research, the goals of the partnership and input received during a facilitated workshop were used to assess the current situation. Stakeholders were encouraged to reflect upon the Lighthouse Partners’ past and opportunities for the future. Individual lighthouse assets were considered, and marketing and experience development options were evaluated in light of the current tourism market and the future directions of the group.
THE OUTCOME
The strategic report recommended five key product development actions for increased public accessibility, five targeted marketing tactics to be implemented and several funding opportunities which could be integrated to create long-term funding sustainability for the organization, and the lighthouse infrastructure being promoted.