Big Apple Greeters Case Study

Visitor Information & Marketing
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Big Apple Greeters
Case Study
Visitor Information & Marketing | 02
All Global Greeter destinations sign an
agreement to show that they share the
same core values:
Big Apple Greeters Case Study
Lynn Brooks founded the Big Apple Greeters in 1992 to share
her love for New York’s diverse neighbourhoods and friendly
residents and to tackle negative perceptions of the city. As
the concept grew and Greeter destinations spread, a Global
Greeters Network (GGN) was developed.
There are now over 30 GGN members across the world with many more in the
process of setting up their own programmes. Kent sits on the board of the GGN
and plays an active role in its development. In the UK, Greeter destinations
include Kent, Brighton, London and Winchester.
• Greeters are volunteers, a friendly face for
those visiting a city or destination.
• Greets are available for groups of up to 6.
• Meeting a Greeter is free of charge.
• Greeter programmes are open to all
(non- discriminatory).
• New members agree to a dedicated website
(including an English version which contains
the destination name and word greeter
e.g. www.kentgreeters.co.uk and a logo
and link to the GGN website.
• The programme has an active website
which includes all members and typically
receives 10,000 visitors a month
(www.globalgreeternetwork.info).
• Each destination may send one representative
to attend the annual Global Greeters
Network meeting.
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Big Apple Greeters
During 2010-11, 353 Greeters were active in New York. 48% have been
Greeter volunteers for more than 5 years and 56% are retired or semi-retired.
40 Office volunteers match Visitors with like-minded Greeters, manage data,
contribute to the Greeter newsletter and website, manage social media and
design ‘Neighbourhood Information Profiles’ (travel guides). 16 Group outings
per year keep the Greeters abreast of the local tourism products.
The Big Apple Greeter Access Programme,
supported by private business funding,
established in 1993, allows matching of
disabled volunteers and visitors. Access
Programme Greeters welcomed 61 disabled
visitors in 2009-10, with a particular focus on
public transport and accessible neighbourhoods
and cultural sights.
Greeters met over 7,000 visitors to New York in 2010-11, 89% international
visitors with the majority from Western Europe. Satisfaction research showed
that 96% had a positive experience, with expectations exceeded for 94% of
respondents (http://www.bigapplegreeter.org/).
The Greeter for a Day Programme, established in
2008, invites business, community, and political
figures to be a Greeter, attracting PR, new
Greeters, Visitors and for much needed funding.
Group Vice President of Tiffany & Co, Wendy Eagan said
“The Big Apple Greeter organisation assists tourists in getting
around New York, and does so with the help of one of the
things tourists are most curious about: New Yorkers. Visiting
the city’s fabled landmarks and neighbourhoods with
volunteer greeters gives tourists a personal connection to the
city and adds to an overall positive experience of New York
that will remain with them long after they have returned home”
(Wendy Eagan, http://bigapplegreeter.org).
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Lessons learned
• Big Apple Greeters are dealing with the same financial issues as most
tourism organisations worldwide, after a drop in grant funding from New
York City Council. The team have focussed on reducing costs, fund raising
at events and benefits, attracting legacies and voluntary donations from
satisfied visitors and generating in kind and monetary support from local
businesses, organisations and individuals.