"THE formula has been put in front of us today. It's time for people on this island to be committed and, if necessary, put their hands in their pockets and join together instead of spearing off in different directions."
Those were the words of Johnny Bute at Thursday's AGM Isle of Bute Marketing and Tourism Ltd, at which it was agreed to take the formation of a 'Best of Bute' strategy to its next stage.
The Marquess was speaking in response to a presentation g
iven by Alastair Dobson, the driving force behind 'A Taste of Arran', who provided an insight into the origin and work of the highly successful marketing operation on Bute's neighbouring island.
Alastair explained that he had no particular fondness for formal marketing and promotion, but told his large audience: "I know what is right and I know what is wrong.
"There is nothing new. We will plagiarise ideas from anywhere and have brought people in to show us best practice from different parts of the world."
Alastair told his audience that there was nothing to stop Bute emulating Arran's success, as both islands generate more than £5,000 per head per year from tourism.
Arran's success comes from the realisation that the island is the selling point, and that it provides a label for a wide variety of products - beer, jam, cheese, whisky, ice cream and smoked foods - where each product on its own would risk losing its identity.
"Success is fragile," Alastair continued. "We have to share resources and realise that, when we are out in the market place, we are actually selling Arran.
"VisitArran is totally non-PC, with the big guys putting their money where their mouth is from £3,000 to £10,000 - we have the potential to be seen as one of the world's 'quality destinations'.
"Every year we want more commitment and, with so much private money, it makes it easier for us to persuade the public sector to pitch in.
"The business community and the environment are linked in, as is the public and private sector - we must share resources."
One idea suggested as a template Bute could follow is the 'Arran Ambassador' programme, which fosters pride in the island by highlighting the excellent service given to visitors.
One example of this was a shop worker at Arran Aromatics' Brodick factory who was locking up for the night when a German couple arrived at the last minute. Not only did she reopen the shop and sell them goods worth £200, but she then gave the visitors a lift to the pier to catch the Ardrossan ferry, where they apparently spent the whole crossing going round the ferry telling everyone about their 'wonderful' experience.
Following Alastair's presentation, the Bute group members agreed that Bute should follow Arran's example and set up a similar Best of Bute destination marketing organisation.
(This story first appeared in the December 1, 2006 issue of The Buteman.)