Columbus, Ohio
A few years ago, Experience Columbus staffers attended a conference where they heard about experiential tours being the next big thing. They agreed and decided to bring in an expert to help develop about 20 experiential tours. Since then, Experience Columbus has created another 50 or so experiential group tours on its own.
“At the very beginning, we pulled together some of our strongest partners and explained what experiential tours were and went from there; but that inspired other members to say, ‘Wait, we want to do that,’” said Marceline Dyer, professional tour operator contact for Experience Columbus.
The success of those programs even inspired some individuals to start a new business or make changes to their existing businesses to take advantage of Columbus’ booming group market. Two women who worked with the CVB to develop group programs at the Franklin Park Conservatory decided to open The Kitchen in July 2013. There, groups cook meals together, making a simple Italian dinner or preparing meals tailored to fit their upcoming trips, such as a Southern or a New England-style meal.
The Candle Lab is the most-booked experiential program. The owner originally planned to focus on custom fragrances and lotions but, after working with Experience Columbus, decided to shift his model to capture more group business, Dyer said. Groups can choose from more than 100 fragrances to mix their own scents and pour their own custom soy candles.
During the Sophia’s Secret tour, the Kelton House Museum and Garden takes visitors a step beyond a historic tour and puts them into a harrowing situation: harboring a runaway slave. The 1852 home is a documented Underground Railroad site, and the tour re-creates the experience of the homeowner and her refugee nearly being caught.
Philadelphia
People visit Philadelphia to experience the city’s rich history, and everyone knows about the major sites: the Liberty Bell, Independence Hall and Betsy Ross’ house.
But the Philadelphia Convention and Visitors Bureau wants people to “be locals” and experience history that is off the tourist-beaten path, said president and CEO Jack Ferguson. The CVB puts together themed itineraries, such as Historic Homes and Gardens, Religion Meets History, and African-American Heritage, that highlight lesser-known historic sites and tours.
Groups can tour Strawberry Mansion and Woodford Mansion, both built in the mid- to late-1700s and both located in Fairmount Park, just five miles from downtown. There, visitors learn about the summer retreats of wealthy Philadelphians and view extensive collections of antiques, china, silver, fine art and furniture.
Urban Adventures’ Markets, Mosaic and Magic Tour takes people to South Philadelphia to explore what was historically the Italian neighborhood. Although the area is no longer Little Italy, groups can visit the historic open-air Italian Market “and hear the stories of these Italian families that have been there since the turn of the century,” Ferguson said. The tour also showcases South Street or Pine Street, depending on the day, and takes visitors to explore the huge concentration of fabrics and notions shops along Fabric Row.
During the Independence After Hours experience, guests start the evening with a Colonial-inspired dinner at City Tavern, followed by a visit from Thomas Jefferson. The group then “sneaks into” Independence Hall to eavesdrop as the Founding Fathers heatedly discuss the Declaration of Independence.
Historic Philadelphia offers Tippler’s Tour: Colonial Pub Crawl, which combines history with a favorite pastime: drinking. A Colonial-garbed guide leads groups to three modern-day watering holes and one Colonial tavern, where they sample beers and cocktails and hear historic tavern tales.
Dearborn County, Indiana
Before 2008, most of Dearborn County’s group business came in the form of casino trips. But the Dearborn County Convention and Visitors Bureau wanted to showcase everything else the community offered, so it began developing hands-on experiences and interactive itineraries for groups.
First, the agency inventoried businesses and attractions that have enough space for groups; then, they approached the owners and managers to see if they wanted to get into the group business.
“They were excited about it, and that excitement has continued,” said Sally McWilliams, who handles group sales for the CVB.
Today, the organization has about 20 hands-on options for groups, some even generated by tour operators themselves, among them a basketweaving class and an “arty party” for guests to paint silk scarves. Both came about as a result of operators calling McWilliams and simply asking if she could pull those together.
“We are adding things always because we’ve seen the need or had the idea ourselves, but also because we’ve had people calling us with the idea,” she said.
Another popular option is McCabe’s Greenhouse and Floral, where groups can take tours, create floral arrangements or make fudge animals and dipped candies. McCabe’s recently started allowing guests to harvest their own sunflowers from the on-site sunflower patch to use in arrangements. The CVB also just added the Bees in Your Bonnet experience, which allows groups to enjoy a honey tasting with a master beekeeper at Greystone Farm, which opened last summer.
Guests can also sign up for a new Victorian Christmas ornament workshop at the Hillforest Victorian House Museum or do a progressive dinner at the Hillforest and Veraest eau Historic Site mansions. Although Hillforest is open to the public, only groups can book teas and luncheons there or arrange for costumed docents.
