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Community Destination Development “A Partnership Opportunity”

UBCM Vancouver, BC

September 2013

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Small  Talk  Forum  

•  Manfred  Bauer,  Mayor  Village  of  Keremeos  and  Chair,  Similkameen  Valley  Planning  Society  

•  The  Similkameen  Valley  includes  the  communi=es  and  hamlets  of  Cathedral  Lakes,  Cawston,  Chopaka,  Coalmont,  Eastgate,  Hedley,  Keremeos,  Manning  Park,  Olalla,  Princeton,  Tulameen  and  Twin  Lakes.  

•  Provincial Perspec=ve: Peter  Harrison  – Director,  Partnership  Marke=ng,  Des=na=on  Bri=sh  Columbia  

•  Community  Perspec=ve: Simone  Carlysle-­‐Smith  – Community  Development  Specialist,  Thompson  Okanagan  Tourism  

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•  During  the  last  decade,  tourism  in  BC  grew  more  rapidly  than  our  economy  as  a  whole,  despite  challenging  internaAonal  events.  

•  In  2011,  tourism  employed  over  126,000  BriAsh  Columbians,  generated  $13.4  billion  in  revenue  and  contributed  $1.13  billion  to  provincial  government  revenues.  

•  Tourism  in  BC  employs  about  40%  more  people  than  the  Agriculture,  Mining/Oil/Gas,  Forestry/Logging,  UAliAes  and  Fishing/HunAng  industries  COMBINED.  

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Canadian  Tourism  

Commission  

Des=na=on  

Bri=sh  Columbia  

Tourism  

Regions  

Communi=es  

Product  

Sectors  

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Abbotsford Kimberley Prince Rupert Tofino

Alberni Valley Langford Radium Hot Springs Ucluelet

Burnaby Langley Revelstoke Valemount

Chilliwack Merritt Richmond Vancouver

Courtenay Mount Washington Rossland Vancouver Island North

Fernie Nelson - Kootenay Lake Saanich Vancouver's North Shore

Golden Oak Bay Smithers Vernon

Harrison Hot Springs Osoyoos Squamish Victoria

Invermere Parksville/Qualicum Beach Sun Peaks Wells

Kamloops Penticton Surrey Wells Gray/Clearwater

Kelowna Prince George Terrace Whistler

MRDT  Disbursements  in  FY11/12  totalled  over  $27million  

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•  Each  Regional  Des=na=on  Marke=ng  Organiza=on  (RDMO)  is  a  non-­‐profit  associaAon  governed  by  its  own  board,  and  accountable  to  stakeholders    

•  Mid-­‐year  Business  Review  is  submiYed  in  early  September  and  annual  MarkeAng  Plan  is  submiYed  in  October.    

•  Funding  agreement  in  place  complemented  by  detailed  operaAonal  policy  guidelines,  specific  graphic  standards.  ReporAng  and  tracking  of  projects  and  invoicing  documented  electronically  and  submiYed  quarterly.    

Regional  Des=na=on  Marke=ng  Model  

Generic Destination Sell

Hotels Motels Attractions

Golf

Touring

Health & Wellness

Fishing Ski Winter

Outdoor Adventure

Communities

Agritourism

Resorts

Festivals & Events

Culture

Team Sports

Learning Enrichment

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•  Assist  communiAes  in  creaAng  strategic  tourism  development  and  markeAng  plans  

•  Designed  to  meet  community’s  stage  of    development  

•  Community-­‐Driven/  Professionally-­‐Led  

•  Industry  Involvement  

95  programs  delivered,  involving  160  communities  Northern  BC:    • Haida  Gwaii      • Smithers  • Terrace  • Prince  George  • McBride  • Mackenzie    • Dawson  Creek/Pouce  Coupe  • Vanderhoof  • Burns  Lake  • Tumbler  Ridge  • Fort  St.  John  • District  of  Taylor  • Prince  Rupert  • Stewart  • Hazeltons    • Chetwynd  • KiAmat  • Hudson’s    Hope  • Fort  St.  James  

Vancouver  Island:  • North  Island    • Tofino/Ucluelet    • Sooke/Port  Renfrew      • Alberni  Valley    • Ladysmith    • Quadra  Island    • Nootka  Sound    • Duncan  • Salt  Spring  Island  • Parksville/Qualicum  Beach    • Comox  Valley    • Cowichan  Valley  • Campbell  River  

Cariboo  Chilco;n  Coast:          • Bella  Coola  • West  ChilcoAn    • Williams  Lake    • Xeni  Gwet’in  • Quesnel/Wells/Barkerville    • Lillooet  • Clinton  • 100  Mile  House  • Bridge  River  Valley   Vancouver,  Coast  &  Mountains:    

• Bowen  Island    • Sunshine  Coast    • Squamish  • Harrison  Hot  Springs/Kent    •   Hope  and  the  Fraser  Canyon    • Maple  Ridge/PiY  Meadows    • New  Westminster  • North  Shore/West  Vancouver    • White  Rock  • Langley    • Mission    • Coquitlam  • Sts’ailes    

Thompson  Okanagan:  • Barriere/Lower  North  Thompson    • Logan  Lake  • Ashcroi/Cache  Creek    • MerriY  • Vernon  • PenActon  • Osoyoos  • Oliver  • Lake  Country  • Clearwater  • Shuswap    • Boundary  Country  • West  Kelowna  • Summerland  • Peachland  • Naramata  • Similkameen  Valley    • Gold  Country  

Kootenay  Rockies:  • Golden  • Revelstoke  • Columbia  Valley    • Cranbrook  • Kimberley  • Fernie  • Rossland  • Nelson  • Kaslo  • Castlegar  • Nakusp  • Trail  • Creston  • Elkford  

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•  Represents  a  community’s  tourism  interests  

•  Plans  do  not  sit  on  the  shelf!  

Planning   ImplementaAon  

Community  Tourism  Foundations  (CTF)  Plan  Produced  

Community  Tourism  Opportunities  (CTO)  Matching  Cooperative  Funds  

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Community  Tourism  Opportuni=es  Program  Funding  Requests  FY13-­‐14  

•   110  Applicants  •   250  CommuniAes  •   320  Projects  

Alberni Valley Castlegar Barkerville/Wells Campbell River Cranbrook Bella Coola Cortes Island Creston Bridge River Comox Valley Elkford Canim Lake Cowichan Valley Fernie Clinton Gold River/Nootka Sound Golden Likely Nanaimo Invermere Lillooet North Vancouver Island Kimberley Quesnel Oak Bay Nakusp Soda Creek Band Parksville/Qualicum Beach Nelson-Kootenay Lake South Cariboo-100 Mile Pender Island Radium Hot Springs West Chilcotin Quadra Island Revelstoke Williams Lake Salt Spring Island Rossland - Trail Yunesit’in Sooke-Port Renfrew Sparwood Xeni Gwet'in

Tofino Kootenay  Rockies   $143,000   Cariboo  Chilco=n  Coast   $127,600  

Ucluelet

Mayne/Galiano Islands Armstrong Burns Lake Vancouver  Island     $216,800 Barriere Dawson Creek

Blue River Fort Nelson Boundary Fort St. James

Abbotsford Clearwater-Wells Gray Fort St. John Agassiz-Harrison Mills Enderby Haida Gwaii Bowen Island Gold Country Hazeltons Burnaby Lake Country Highway 37 Chilliwack Lumby Houston Coquitlam Merritt Hudson's Hope Circle Farm Tour Naramata Kitimat Fraser Canyon/Hope Okanagan Falls Mackenzie Harrison Hot Springs Oliver McBride Langley Osoyoos Port Edward Maple Ridge-Pitt Meadows Peachland Prince George Mission Penticton Prince Rupert New Westminster Princeton Smithers Pemberton Shuswap Taylor Scenic 7 Similkameen Valley Terrace Squamish Summerland Tumbler Ridge Sunshine Coast Sun Peaks Vanderhoof

Surrey Valemount Northern  BC   $179,550  

Vancouver's North Shore Vernon White Rock West Kelowna Vancouver,  Coast  &  Mountains  

$213,100   Thompson  Okanagan   $229,350  

Vancouver,  Coast    and  Mountains    

Kootenay    Rockies    

Vancouver    Island    

Cariboo    ChilcoAn    Coast    

Simone Carlysle-Smith

Northern    BC    

Northern    BC    

Northern    BC    

Thompson  Okanagan    

Shawna Leung

Jody Young

Clint Fraser

April Moi

Jill Greenwood

Emilie Cayer-Huard

Amy Thacker

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•  As  representaAves  of  DesAnaAon  BriAsh  Columbia,  the  RDMOs  are  commiYed  to  providing  the  benefits  of  this  close  relaAonship  with  communiAes  in  the  province.  

•  Community  tourism  organizaAons  are  encouraged  to  access  a  broad  range  of  resources,  tacAcal  opportuniAes,  funding  and  experAse.  

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Regional  Representa=ve  Simone  Carlysle-­‐Smith,  Community  Development  Specialist  

–  Canadian  Tourism  Commission  

•  Explorer  QuoAent  program  •  Info  online  www.totabc.org  

–  DesAnaAon  BC  •  Gaining  the  Edge  •  BriAsh  Columbia  brand  

•  Thompson  Okanagan  brand    

 What  Guides  Us  –  Alignment  

http://www.destinationbc.ca/Resources/british-columbia-tourism-brand.aspx

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–  Thompson  Okanagan  Regional  Strategy  

 What  Guides  Us  –  Alignment  

Pilot  projects  to  roll-­‐out    the  strategy  –  Tourism  Plans  

  North  Thompson  Valley  

 MerriY  &  Nicola  Valley    Gold  Country  

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Click  to  edit  Master  Atle  style  

Similkameen  Valley  Case  Study  A  success  in  partnerships  

Brand  book  guides  all  creaAve  material  development  

Pilot  project  –  working  with  TOTA  

DesAnaAon  brand,  inventory  of  tourism  industry,  imagery,  copywriAng  style,  website,  workshops  for  industry,  social  media.    Case  Study  pilot  project  Partnership  between  SVPS  and  TOTA.  Developed  EQ  team  of  suppliers.  CTO  leveraged  funds.  

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Similkameen  Valley  Images  

Click  to  edit  Master  Atle  style  

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Responsive  Design  

A  Similkameen  Valley  Story  

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•  SVPS  Capacity  Building  –  From  volunteers  to  

contractors    

–  Service  Directory  inventory  –  Unique  Features  inventory  –  Stakeholder  relaAons  

(newsleYer  and  web)  

–  Seasonal  photo  shoots  –  Industry  workshops  –  ORM  –  Industry  events  –  Social  media  strategy  

–  New  for  2014  –  official  visitor  guide  and  website  enhancements,  new  imagery  

Community  Development  

Joan McMurray SVPS TAC Chair; Kim Lawton SVPS Project Manager, Daniel Craig at Online Reputation Management workshop.

Resource  development    and  new  pilot  projects  

•  Image  bank  development  and  DAMS  –  Pilot  Projects  –  several  communi=es  

•  Image  bank  development  and  online  DAMS  system  for  communiAes  

•  Visitor  Guide  development  Pilot  Project  

•  Case  study  pilot  project  with  Similkameen  Valley  

•  DMO  Best  Prac=ces  -­‐  Merrib  

•  Case  study  pilot  project  with  MerriY/  Nicola  Valley  

•  Online  database  of  tourism  inventory  

•  Share  data  between  community  and  TOTA/DBC  via  internet  

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Pilot  projects  to  roll-­‐out    the  strategy  –  MarkeAng  

•  Summerland  brand  and  website  

•  Enderby  website  •  Clearwater  website  •  Blue  River  website  •  Boundary  website  

Partnerships  equal  results....  

Crea=ng  capacity  through:  •   Partnerships  with  communiAes  •   TOTA  part  of  project  teams  •   Regional  Strategy  supplier  team  •   CreaAng  resources  from  each  pilot  project  •   Annual  gathering  –  Community  Forum  

2013 Community Forum, March 23, 2013 Chase, BC Sponsored by Shuswap Tourism

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QuesAons    /  Comments  

Thank you!