Experience Development Course
Idea to Experience:
Experience Development Course
This course offers experience development training to individuals interested in building new experiences from idea creation to being ready to market.
Adapted from our previously hosted Unlocked & Inspired training program, this multi-week course will guide you through the steps of creating your own experience.
What is Included
The course include multiple different elements to support your learning both in person and online.
Key Information
Who is this course for? Anyone interested in creating a visitor experience - no tourism background needed.
You'll participate in two in-person experiences at Ottercreek Woodworks and Udderly Ridiculous Farm Life, join regular online gatherings to exchange ideas and ask questions, watch pre-recorded lessons, and complete guided activities that will contribute to your final experience plan (approx. 18 hours total).
The course will be hosted by Joanne Wolnik and Emma Rowley from Ontario’s Southwest with guest speakers.
There are 24 spots, available on a first-come first serve basis.
Cost: $375 all inclusive.
Hat Trick Farms, Beyond the Vase
TJ Stables, Spirit Horse Encounter
Everything to Know
Module 1: Introduction to Experiential Tourism
Establish an understanding of experiential tourism by learning about the benefits generated from hosting an experience. Gain insights by learning about multiple examples of experiences within Southwestern Ontario. You’ll visit Ottercreek Woodworks to participate in an experience from the perspective of a visitor and discuss with an established experience host and storyteller, David Schonberger.
Key Date: In person experience at Ottercreek Woodworks on Wednesday, September 17th from 1:00pm to 4:30pm.
Module 2: Experience Design
Learn the essential elements of an experience to ensure it is engaging and memorable. You’ll learn how to map out each stage of your experience, ensuring that we are considering steps of the visitor journey while aligning with your purpose for offering an experience. This module happens over two weeks to offer more time to refine the concept of your experience.
Key Dates: Online gathering on September 24th from 11:00am to 12:00pm. A 30-minue one-on-one coaching session at a time that works best for you from October 1st to 3rd.
Module 3: Understanding Your Market
Learn the fundamentals of target markets, gain insights about travel motivations. Through guided activities and discussions during the online gathering, you’ll create a profile of your ideal visitor. You’ll develop an understanding of the needs, and preferences of your ideal visitor to ensure your experience is designed with their expectations in mind.
Key Date: Online gathering on October 8th from 11:00am to 12:00pm.
Module 4: Costing & Pricing
Gain an understanding of the factors to consider when determining an experience price including the psychology of pricing, visitor behaviour, and organization operations. You’ll be given access to a costing and pricing tool to guide you on how to realistically price your experience. Everyone will have a chance to brainstorm, and ask questions during the online gathering, offering the confidence to set a price that reflects the value of your experience.
Key Date: Online gathering on October 15th from 11:00am to 12:00pm.
Module 5: Bringing Your Experience to Market
Learn the fundamentals of marketing and launching your experience - from creating digital assets and selecting booking platforms to responding to online reviews. You’ll learn from Conner Galway, President of Junction Consulting, who specializes in supporting tourism organizations with digital marketing and will guide you thought creating a high level marketing plan. The course content will end with a hands-on experience at Udderly Ridiculous Farm Life, offering a chance to reflect on your own experience plan and engage in discussion with Cheryl Haskett, a skilled experience host.
Key Date: In person experience at Udderly Ridiculous Farm Life on October 22nd from 1:00pm to 4:30pm.
Module 6: Capstone Assignment
This is your chance to take some time to put together your experience plan. Most of the work will be complete from completing activities throughout the course, so this is your opportunity to reflect and refine. Your final experience plan will include an outline of all of the components of your experience, details about your ideal market, the approximate price, and information about how you will sell and market your experience. You’ll have two weeks to complete the final assignment. By the end of the course, you’ll have an actionable plan to confidently turn your idea into an experience!
Key Date: Submit your assignment on November 2nd.
Please note that we strongly encourage everyone who signs up for the course to participate in all in-person and online gatherings. Due to limited space, we also request that only one person per organization register for the course or a maximum of 2 people when it makes most sense for your organization.
Walnut Grove B&B, The Buzz about Pollinators
Grand Experiences, Nith Whitewater Experiential Learning Adventure
Homegrown Hideaway, Wildcraft Tea Adventure
Early Bird Coffee, The Roasting Lab
Aggie Armstrong’s Perennial Palettes
Udderly Ridiculous, A Taste of Farm Life
Transitions Equine, Cowgirl Kickback
Ottercreek Woodworks, From Tree to Table
Thames River Melons, Harvest Brunch
Participant Feedback
The award-winning Tree to Table experience by Ottercreek Woodworks.
Red Barn Brewing Company is another award-winning business within the region.
Watch the videos below to hear from alumni from Unlocked & Inspired, the previous version of our experience development course, to learn more!
Frequently Asked Questions (FAQs)
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That’s more than okay. The course will help you brainstorm and refine an experience idea that aligns with your passions and interests, and organization’s operations.
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We have been so lucky to have been able to host Unlocked & Inspired for many years, with the support of Celes Davar. Many of the key learnings will be the same as Unlocked & Inspired with adjustments to ensure that the course is more adaptable to accommodate everyone’s busy schedules and that the content can be easily translated into actions to support the development and delivery of your experience.
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Absolutely! While this course is primarily online, we want to ensure that everyone has an opportunity to interact and share ideas. You will have a chance to meet everyone during week 1 when participating in the first in-person experience. You will also interact with people during regular live sessions and the second in-person experience.
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Modules 1 to 5 each have around 30 minutes of pre-recorded videos for you to watch. Each module has multiple videos that are 5 to 10 minutes in length. Module 6 includes a short video, but the focus is on providing you with time to finish your capstone assignment.
Turn your idea into an experience!
Presented in partnership with:
