Events, a lever for attracting visitors to the Gaillard area!

Publié le 18 April 2025 par su_laetis

The entertainment is a real competitive advantage that fits in with the base camp concept we've been working on for several years.

So, after a day out, visitors return to the base camp to enjoy the many activities on offer. These activities help our customers to live the Gaillarde experience, and reinforce the appeal of the base camp as a great place to live.

What's more, the events add to the image of the destination. They are a tangible representation of the values of the Brive 100% Gaillarde brand. Energy, simplicity, pugnacity, dynamism, epicureanism, a sense of celebration... These are all values that can be found in our programming and the intention we give to it.

As well as shows, concerts and events of all kinds, our events are moments of conviviality, sharing and fun! So we see this work as an opportunity to deploy the brand. Events are a means of spreading the word, just as social networks, publications and our websites can be. These joyful moments encourage local residents and tourists to take ownership of the brand and become ambassadors for our destination.

What is a base camp?

By definition, "base camp" is a term used by the military to define the safe place they come to once their mission is accomplished. The "base camp" concept is therefore perfectly in tune with the values of the region and the promises we make to our visitors. Visitors who come to stay with us find themselves in a reassuring, rejuvenating environment, where they are made to feel very welcome. What's more, they can travel to visit world-famous sites less than an hour's drive away (we do away with administrative boundaries and focus solely on the customer's needs).

Events with multiple impacts on the region

Overall, the events represent a virtuous circle for the region, as they have an impact that is :

Direct economic impact: we use local service providers for all the work involved in the events. This includes everything from technical support to promotion and the purchase of equipment, all of which directly benefits the local economy.
Indirect economic: the events bring together a large number of spectators in the public space, who generally spend money in nearby shops after the event (drinks, food, shopping, etc.).
Social: we have a specialist team dedicated to events. This team is made up of a permanent member, Maxime Jargot, and a part-time student who work all year round on programming, promoting and setting up the summer and Christmas events. This team is supplemented in season by seasonal jobs, which represent a real opportunity for young people in the area. Not only do they get to play a part in bringing the area to life, but by staying on throughout the summer for their seasonal jobs, they also become consumers in their own right. It's a real virtuous circle: the events are an opportunity for young people to earn their first wages, and the seasonal workers are an opportunity for the area, which will benefit from their consumption.

How did the team set about organising the events?

In 2007, the objective was clearly established: we had to capitalise on the natural flow areas. This began with Brive town centre in the summer of 2007, followed by the Christmas period. In 2014, at the time of the transition to a large conurbation, it was decided to also organise events around Lac du Causse, a key tourist spot in the area.

Since 2007, the target audience for these events has been tourists, particularly families, who are very present in the area during the summer months. Local residents are also involved.

Lastly, the programme is based on visitor numbers collected by the local tourism observatory, so that the days, times and types of event at the various venues can be positioned as effectively as possible.

Two events a year

We have signed an agreement with the town of Brive and the Communauté d'Agglomération du Bassin de Brive to run events in the area at two times of the year.

Summer

For several years, we have been working in two areas: Brive city centre, commissioned by the City of Brive; and Lac du Causse, commissioned by the Brive Conurbation. The aim of this work is to offer events for local people who don't go on holiday and for tourists who do. We are working on major highlights to meet the expectations of different customer groups, especially families.

Christmas

We are working on putting on events in Brive town centre during the festive season. These events are mainly aimed at local people, and we're targeting families first and foremost. We have a highlight that has become a must in the Gaillarde region: the arrival of Father Christmas (on a zip line, abseiling, dog sleigh... every year Father Christmas makes his arrival a little more Gaillarde!)

Season 2021: the return of the bamboo!

Events are one of the pillars of the destination's tourism strategy. A real competitive advantage, they help to attract and retain our visitors. Based on factual data from the observatory, the programme meets the expectations of our main customers and locals alike, and promotes the values of our Brive 100% Gaillarde brand loud and clear. This summer, despite the health context, the programme is dense, varied and, above all, Gaillarde! It would have been unthinkable not to offer some entertainment for the 2021 season. That's why there's only one watchword: let's start the bamboozle all over again!

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