Tourism Times Spring 2010

Tourism Times

HNL’s New Chair John Dicks, along with HNL’s Board of Directors, addresses the membership during the AGM held at the 2010 Lookout! Tourism Summit.

HNL’s New Chair, John Dicks

Newsletter of the Tourism Industry Association of Newfoundland and Labrador Vol 18 Number 2 | Spring 2010

Contents

Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador (HNL). Opinions expressed by contributers and advertisers do not necessarily represent those of HNL.

HNL Board of DirectorsJohn Dicks

Todd Wight Rex Avery

Danny Benoit Annette Parsons

Darlene Selander Thomas Kory Turpin

Jill Curran Rod Pike

Roger JamiesonDerrick Aylward

ChairVice-Chair/HMANLSecretary/TreasurerBed & Breakfast Association DirectorDirectorDirectorDirectorDirectorDirectorRestaurant Association

Staff ListingCarol-Ann Gilliard

Juanita Ford

Lynn TaylorKaren So

Craig Foley

Leslie ThomasCatherine Walsh

Minerva King

Brenda Hodder

Megan Peckford

Jane Smith Parsons

Shawn StrattonLisa McDonald

Chief Executive OfficerManager of Programs and ProjectsPolicy ManagerAccountantTechnology Resource Coordinatoremerit Resources Coordinator Ready to WorkCoordinator Operations & ProjectCoordinatorLabrador Regional RepresentativeMembership and Events CoordinatorProfessional Development CoordinatorPackaging Project CoordinatorNL Tourism Board Manager

Head OfficeICON Building, 2nd Floor

187 Kenmount RoadSt. John’s, NL A1B 3P9

Tel: (709) 722-2000Toll Free: 1-800-563-0700

Labrador Regional Office118 Humphrey Road

Labrador City, NLA2V 2J8

Tel: (709) 944-4100

Tourism Times is printed four times per year

(Full board contact information available at www.hnl.ca)

www.hnl.caUpdated daily!

For all the latest up-to-date information and news, please visit Hospitality Newfoundland and Labrador is supported by the tourism industry and

Hospitality Newfoundland and Labrador is the tourism industry association representing individuals and businesses involved both directly and indirectly in the tourism industry of Newfoundland and Labrador. The association offers training resources, support and communications for its members as well as a comprehensive benefits package. In addition, HNL acts as the voice of the private-sector tourism industry, both as an advocate and as a liaison. For information on membership, please contact one of our offices listed on this page.

Regular Features

2 New Members

3 Chair’s Message

4 HNL News

10 Professional Development

12 Industry Perspective

In This Issue

4 Federal Budget Update

6 Policy Updates

10 Training… What’s the Fuss?

12 Tourism Board Update

14 Tourism Awareness Week

Desktop LayoutImage 4 Digital Printing & Design Inc.

1170 Topsail Road, Mount Pearl, NL A1N 5E8T: 709-747-3850 E: [email protected]

W: www.image4.ca

New MembersEnterprise Rent-a-Car835 Topsail Road, Unit 3Mount Pearl, NL A1N 3J6 Contact: Connie CribbPhone: (709) 739-6570 Email: [email protected]: www.enterprise.com

The Lodges at Humber Valley ResortPO Box 2247 RR 1Corner Brook, NL A2H 2N2 Contact: Simon and Jean BurchPhone: (709) 686-5238 Email: [email protected]: www.humbervalleylodges.com

MMSBPO Box 8131, Station ASt. John’s, NL A1B 3M9 Contact: Ashley RussellPhone: (709) 757-3640 Email: [email protected]: www.mmsb.nl.ca

Miawpukek Mi’kamawey Mawi’omiPO Box 10Conne River, NL A0H 1J0 Contact: Colleen LambertPhone: (709) 882-2470 Email: [email protected] Website: www.mfngov.ca

Waterwerks Communications Inc96 LeMarchant RoadSt. John’s, NL A1C 2H2 Contact: Roxanne MorrisseyPhone: (709) 738-5090 Email: [email protected]: www.waterwerkscommunications.com

The Lakeside at ThorburnP.O. Box 9160Clarenville, NL A5A 2C2 Contact: Kim HoskinsPhone: 1 (877) 330-3319 Email: [email protected]: www.lakesideatthorburn.ca

National Car Rental152 Airport RdPO Box 21297 St. John’s, NL A1A 5G6Contact: Carol RickettsPhone: (709) 722-4309 Email: [email protected]: www.nationalcar.com

PractiCar and Truck Rentals909 Topsail Road Mount Pearl, NL A1A 3K1Contact: Derek Thomas Phone: (709) 753-4583 Email: [email protected]: www.practicar.com

Town of LewisporteP.O. Box 219Lewisporte, NL A0G 3A0Contact: Derek BennettPhone: (709) 535-2737 Email: [email protected]: www.Lewisportecanada.com

English Harbour Arts Centre47 Harvey RoadSt. John’s, NL A1C 2E9 Contact: Jack StanleyPhone: (709) 685-8393 Email: [email protected] Website: www.englishharbourartsassociation.com

The Majestic390 Duckworth StreetSt. John’s, NL A1C 1H8 Contact: Lisa DavisPhone: (709) 722-8642 Email: [email protected]: www.majesticstjohns.ca

Tourism Times | Vol 18 Number 2 | Spring 2010 3

Chair’s Message

It is with great excitement that I deliver my first Tourism Times message to you as Chair of Hospitality Newfoundland and Labrador!

The previous Chair’s of HNL certainly left big shoes to fill. As one of the most well respected and recognized industry associations in the province, it is not lost on me how important my role is in driving the efforts of the tourism industry. But, I am up for the task! I have been involved with HNL for the past two decades, most recently serving as Vice-Chair and preparing for my role as Chair under Bruce Sparkes, a gentleman that knows how to get the job done. I am grateful to have been able to learn from such a strong leader and I will try hard to keep rolling the ball that he so competently put into motion.

I cannot express how pleased I am with HNL’s new Board of Directors. Rarely have I had the pleasure of working with a group that is so engaged in their volunteer work. Members of HNL can feel confident in the industry knowledge held by HNL’s Board and also feel welcome to bring new ideas forward.

I also look forward to continuing to serve on the Newfoundland and Labrador Tourism Board representing industry. Uncommon Potential is ready to take tourism in this province to the next level and I, for one, truly believe

John DicksChair

Hospitality Newfoundland and Labrador

that we will get there. However, industry feedback is paramount. So, I encourage industry members to log on to www.uncommonpotential.com to read the most up-to-date reports on the progress of the Tourism Board and post your comments for the Board members consideration.

During my term as HNL Chair, the association has big plans. A new strategic plan for HNL was developed with feedback from HNL’s membership to ensure the association maintaines focus on what is most important. In order to achieve the directions outlined in the Strategic Plan, HNL has established our five core values in moving forward, as outlined below.

Sustainability - HNL believes that the industry’s sustainability for future generations is of utmost importance. The preservation of our province’s natural and cultural integrity and the economic well-being of our businesses and organizations are vital to this end.

Whole Industry Perspective - HNL will recognize, respect and respond to the diverse needs of our rural and urban members operating various types of businesses and organizations.

Environment - HNL believes that our environment is our most valuable tourism asset and an essential component of the tourism industry’s future. We are dedicated to the sustainable development of our natural and cultural resources and protection of our environment.

Technology - HNL believes technology is an enabler. We will encourage and support our members in the integration of technology to support their growth and profitability. Accessibility - HNL is committed to assisting our members, regardless of where they are located, to obtain the resources and tools they require.

These values were developed by industry for industry and I, as HNL Chair, will accept nothing short of staying true to these values.

With a new Chair comes new approaches and while I wouldn’t call

myself an outlaw, I am not afraid to try a different approach. I am open to new ideas and new solutions and I don’t care where they come from! My hope is that by encouraging a two-way line of communication between HNL’s Board of Directors and the tourism industry, we can work together to find these new solutions.

As I have been involved with tourism for years, I’m sure that many of you are familiar with who I am, however, I would like to take the opportunity to briefly introduce myself.

I was born in St. John’s and raised in St. John’s and Wabush attending schools in both locations. I attended business school at Memorial University and raised a family in St. John’s in the years that followed. My involvement with tourism began in the mid ‘90’s when I began work with Destination Newfoundland and Labrador. After that I had the privilege of working with Destination St. John’s. My experience with DSJ was so positive; I knew I had found the industry in which I was best suited. This prompted me to get involved in a variety of community and volunteer projects such as the East Coast Music Awards, the Resource Centre for the Arts, and the Newfoundland and Labrador Home and School Association, just to name a few. Now as an employee with Steele Hotels, I am delighted that I can continue my volunteer work and take on such a demanding position as Chair of Hospitality Newfoundland and Labrador. I really appreciate the support of Steele Hotels in taking on this role.

I look forward to serving as your Chair and I encourage you to contact the HNL office or myself at any time.

Sincerely, John Dicks

4 Tourism Times | Vol 18 Number 2 | Spring 2010

HNL News

Federal Budget Update

www.labatt.com

In early February, HNL was invited to participate in the 2010 federal pre-budget consultations in a roundtable with the Honourable Keith Ashfield, Minister of ACOA, National Revenue and The Atlantic Gateway. On February 5th, HNL joined a small group of provincial stakeholders to provide insight into the upcoming federal government budget process. John Dicks, then Vice-Chair of HNL attended the meeting to represent the tourism industry in Newfoundland and Labrador. Post meeting, Mr. Dicks reported that throughout the roundtable discussion, many of the issues that were brought forth by HNL were also concerns for many of the other stakeholders, garnering tremendous support for HNL’s recommendations. Mr. Dicks focused on several key areas which have been identified by HNL members as most critical.

Priority 1: Immediate Investment in Marine Atlantic

Marine Atlantic Inc. is a vital link to the province of Newfoundland and Labrador affecting residents and travellers to the province. As a major piece of national transportation infrastructure, a recapitalization of the aging Marine Atlantic fleet and infrastructure is immediately required.

Priority 2: Continued Support for ACOAAs access to business development and capital investment

is often difficult for tourism operations it is essential that ACOA continues to participate in business development support for our industry.

Priority 3: Increased Investment for Parks CanadaParks Canada plays a pivotal role in the tourism industry in

Newfoundland and Labrador. As a product from which many private businesses rely heavily upon to attract visitors to their region, it is the responsibility of Parks Canada to have the infrastructure, staff, products and experiences required to be a true player in the tourism industry. Parks Canada requires significant recapitalization.

Priority 4: Expansion of the Foreign Convention and Tour Incentive Program (FCTIP)

The Foreign Convention and Tour Incentive Program (FCTIP) is used to rebate GST/HST to foreign visitors coming to Canada as part of tour packages and conventions and meetings. In order to balance Canada’s price competitiveness vis-a-vis other destinations a more user-friendly and expansive FCTIP is required.

UPDATE:When the federal budget was announced on March 4th,

HNL was pleased to see direct mention of three out of four of the priorities HNL outlined during the consultation process - Marine Atlantic, Parks Canada, and the Atlantic Canada Opportunities Agency (ACOA).

Budget 2010 recognized Marine Atlantic as a vital link between the Island of Newfoundland and the Canadian mainland and as an extension of the Trans-Canada Highway. As a result, $175 million will be provided over the next two years to help renew Marine Atlantic’s fleet and shore facilities and improve the quality and reliability of its services. The state of the existing Marine Atlantic fleet and infrastructure was highlighted by HNL as requiring significant investment in order to fulfill the needs of passengers and cargo. This was also highlighted by the Auditor General in her report released late last year.

An investment of $175 million will allow Marine Atlantic to address the immediate needs for vessels as well as on-land infrastructure and HNL is pleased that the federal government has listened. However, HNL will continue to advocate for investments to continue beyond this initial two-year phase. The issues of reliability and customer service still remain and will continue to persist as a problem until further long term investments are made.

The 2010 budget also credited Parks Canada’s vast national parks system with helping to attract a large number of visitors from abroad each year, generating significant economic activity and bringing our natural heritage closer to Canadians. The budget provided Parks Canada with $150 million over two years to upgrade facilities, including visitor centres and campgrounds, as well as roads at National Parks and National Historic Sites throughout the country.

ACOA was acknowledged as making a significant contribution to the entrepreneurial activities in Atlantic Canada and as a facilitator in developing emerging technology clusters in Atlantic Canada. As such, Budget 2010 will provide ACOA with $19 million per year, ongoing starting in 2010–11. This funding will allow the agency to extend the Atlantic Innovation Fund, an initiative that helps regional businesses, universities and research institutions to develop and commercialize new technologies, build research capacity and encourage the creation of research and development partnerships. The funding will also support ACOA’s Innovative Communities Fund, which will help Atlantic communities adapt to new economic realities and opportunities.


HNL News

In early January, HNL submitted its annual letter to the provincial Minister of Finance, The Honourable Tom Marshall regarding the investments needed for tourism as the provincial government prepared the 2010 Budget. HNL focused specifically on the key areas that were identified in Uncommon Potential: A Vision for Newfoundland and Labrador Tourism as most critical for provincial investment and commitment. Priority 1: Private Public Partnership

Government must support the continuation of the NL Tourism Board responsible for guiding Vision 2020 which will help strengthen the positive and productive relationship between government and industry. Priority 2: Sustainable Transportation Network

Government must make a commitment to invest in provincial infrastructure including the improvement of wayfinding initiatives, provincial air access and Marine Atlantic. Priority 3: Product Development

Government must be positioned to strategically align with independent operators to allow the development and delivery of products and services that will enhance the provinces ability to become a worldwide destination of choice. Programs such as tax credits for existing operators to upgrade their establishments would go a long way to spur increased private sector investment. Priority 4: Continued investment in Provincial Marketing

Government must continue to invest in provincial marketing campaigns that will equip our tourism industry and individual operators with the necessary brand tools and marketing support to help draw travellers to our province.

Provincial Budget UpdatePriority 5: Information & Communications Technology

Government must continue to take a proactive role in improving the information and communications infrastructure throughout the province and continue to invest in the province wide broadband service and upgrading of our provincial tourism internet resources.

On Monday, March 29th, the 2010 Provincial Budget was announced and as anticipated, due to the economic recession experienced in 2009 and the financial challenges that arose as a result, there was no significant investment in tourism outlined as the majority of the budget’s focus was on stimulus spending, healthcare and child/youth advocacy.

The investment outlined in Budget 2010 for transportation is significant as transportation is one of the seven strategic directions outlined in Uncommon Potential: A Vision for Newfoundland and Labrador Tourism (Vision 2020). Budget 2010 allotted provincial transportation investments of $177.7 million dollars to road and bridge projects which will include improvements to the Trans Canada Highway and the Trans Labrador Highway and $72.5 million dollars to maintain and upgrade interprovincial ferry terminals, refit existing vessels and construct new vessels to replace the aging fleet. A commitment was also made to having a five-year strategic plan for air access in the province which will help expansion and growth opportunities.

Also of note were the cuts made to personal income tax which will result in more disposable income for residents which should increase individual spending capacity throughout 2010, and $13.8 million is available for investment through the Small and Medium-sized Enterprise (SME) Fund to eable local businesses to strengthen their operations and target new business opportunities in markets around the world.


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HNL News

Policy Updates Provided During HNL’s 2010 Lookout! Tourism Summit!

HNL’s 2010 Lookout! Tourism Summit delivered a high calibre keynote and information sessions. The following issues were discussed at sessions during the Summit.

Rental car study nearing completionConsultant Marilyn Butland was commissioned by the

Department of Tourism, Culture and Recreation, in partnership with Hospitality Newfoundland and Labrador, to complete a study on the rental car industry with a view to indentifying solutions to the lack of car rentals at the peak of the tourism season. The Summit provided Marilyn a chance to discuss her findings and get valuable industry feedback. The feedback from industry was the last piece required for the completion of the study. A final report including all research, findings and recommendations is expected in the coming months and will be shared with HNL members upon release.

Wayfinding initiatives for 2010 (Directional Signage, Signage Policy & GPS)

Jackie Harnum from the Department of Tourism, Culture and Recreation, presented the current status of provincial wayfinding initiatives during a session at the Summit.

The Department of Tourism, Culture and Recreation (TCR) is leading the charge of the development of the new TODS policy through a Signage Advisory Committee on which HNL participates and is hopeful that the work of the committee will be clued up this spring. TCR has also made significant advancements in uploading all NL tourism and transportation coordinates to GPS service providers.

HNL’s Wayfinding Advisory Committee also started meeting in March 2010 to provide strategic advice to HNL’s Board regarding the implementation of wayfinding initiatives in Newfoundland and Labrador.

Marine Atlantic The HNL Summit hosted Marine Atlantic’s Vice President

of Customer Experience, Don Barnes, to discuss the initiatives Marine Atlantic is undertaking to ensure the experience for Marine Atlantic passengers improves in 2010. Mr. Barnes was forthcoming about the shortfalls that Marine Atlantic has experienced in the past and acknowledged that senior staff realize that improvements in communication and customer service are required.

Mr. Barnes discussed how Marine Atlantic is adjusting the vessel schedule to ensure it is as functional as possible for passengers. Maintenance has become a major concern for Marine Atlantic as they deal with an aging fleet and Mr. Barnes acknowledged that it is no longer possible to ignore regular vessel maintenance which is why they have scheduled maintenance for all vessels.

Marine Atlantic’s reservation system will also look different this year. Last season, Marine Atlantic introduced a reservation system that required passengers to reserve passage via credit card just as a passenger would when booking a flight. There was success in this strategy and this year, Marine Atlantic will also move to a commercial booking system which will require all commercial vehicles to reserve passage on all ferry crossings. This will allow Marine Atlantic to better manage traffic and capacity on each ferry crossing.


HNL News

HNL ValuesHospitality Newfoundland and Labrador values our members!

Your business and your success is what drives us to be a better tourism industry association. As such, HNL values your opinions and expects to hear from you on the issues you are most affected by. To ensure that our members are as up-to-date as possible on industry’s activities, HNL is taking on new initiatives to ensure there is an opportunity for whole industry involvement.

HNL’s Wayfinding SubcommitteeSince the announcement of the development of a new provincial

wayfinding policy, HNL has received a great deal of feedback from members, some who are in favour of the development and some who are opposed. Each and every opinion matters to us! To ensure HNL can represent the interests of industry as a whole, HNL has developed a Wayfinding Subcommittee comprised of members who have strong opinions on the development of the new wayfinding guidelines. HNL’s Wayfinding subcommittee held its first meeting in March to discuss development progress to date. As the Provincial Wayfinding Advisory Committee meets to determine the new wayfinding guidelines, HNL’s Wayfinding Subcommittee will meet to ensure industry perspective is considered every step of the way.

For more information on HNL’s Wayfinding Subcommittee, please contact HNL’s CEO, Carol-Ann Gilliard at 1-800-563-0700, ext: 29 or [email protected].

HNL’s Webinar SeriesAs a result of feedback from members, HNL developed its

Webinar Series. By using technology, HNL is able to reach out to every nook and cranny of the province and deliver valuable industry information to any operator that has an internet connection and a phone. HNL’s Webinar Series is FREE to all HNL members and provides information on topics that are relevant and timely for industry. By logging on once a month, HNL members are connected with industry professionals that are there to help.

For more information on HNL’s Webinar Series or to suggest a Webinar topic you may be interested in, please contact HNL’s Membership and Communications Coordinator, Megan Peckford at 1-800-563-0700, ext: 24 or [email protected]

HNL’s Membership First ProgramAre you making the most of HNL’s Membership First Program?

As an HNL member this is your opportunity to tap into discounts offered by your partners. All HNL members have an opportunity through HNL’s Membership First Program to participate in a discount network offered by other HNL members. The choice is yours! Offer as much or as little as suits your business needs and help support your HNL partners.

HNL is currently updating its Membership First Program. To confirm your current discount offering or find out more about how you can get involved, please contact HNL’s Membership and Communications Coordinator, Megan Peckford at 1-800-563-0700, ext: 24 or [email protected].

2010 Tourism Summit ActionHNL 2010 Board of DirectorsJohn Dicks, ChairTodd White, Vice Chair, Hotel Motel Association Representative Rex Avery, Secretary/Treasurer Annette Parsons, Director Danny Benoit, Bed & Breakfast Association of NL Darlene Selander Thomas, Director Derrick Aylward, Restaurant Association of NLKory Turpin, DirectorJill Curran, Director Rod Pike, Director Roger Jamieson, Director

New Board Members (pictured below from left to right)Danny Benoit, Bed & Breakfast Association of NLRod Pike, DirectorAnnett Parsons, Director

Keynote speaker Terry O’Reilly was an inspiration to Summit goers. His enlightening marketing talk “Don’t Outspend Them, Outsmart Them” gave

everyone something to think about.

The Lookout 2010 Summit Trade Show was bustling with people meeting and networking.

Trade Show exhibitors had the chance to sit down with delegates and talk business.

HNL said goodbye to the former chair Bruce Sparkes (left) during the Tourism Awards Gala.


Minister French – The Honourable Terry French, Minister of Tourism, Culture and Recreation spoke during Friday’s Provincial Luncheon. Minister French launched the next instalment of the beautiful

Provincial Tourism Ad Campaign featuring the Torngat Mountains in Labrador.


During an interactive session, delegates gathered around to get hands on experience creating

experiential tourism products.


Skills and Knowledge

Training… What’s the Fuss…In Uncommon Potential – A Vision for Tourism, Newfoundland

and Labrador Tourism (Vision 2020), the vision for NL is to be a leading tourism destination offering an authentic and exotic experience through the “creativity” brand pillars of our people, culture and natural environment. The target of doubling annual tourism revenue in the province by 2020 can only be met if we have a highly skilled, dynamic and professional workforce to meet the growing demand for the delivery of quality services, products and experiences.

The industry is experiencing a tight labour market and is finding it difficult to recruit and retain employees. In order to compete, employers will be required to start treating skills as the most important resource they have, firstly by new workplace practices in attracting and developing staff and secondly by valuing, nurturing and retaining existing skills. Also industry must find ways to engage and invest in workforce training and development. Tourism operators also have to have an increased focus on education, training and workforce development to ensure employees have the technical, customer-service and interpretation skills to deliver authentic experiences to visitors.

HNL and our partners have been engaged in conducting an in-depth training, professional development and leadership needs assessment for the industry that will assist with overall tourism planning and development for workforce and skill development.

As tourism is a service industry, the development of human resources in various areas is essential for a successful and competitive economic sector. This development has to follow a comprehensive, sophisticated and target-oriented plan, integrating different aspects of the tourism sector and related areas. As an important part of this plan, the overall training needs in the tourism sector was assessed in detail, so that the needs may be quantified for various sectors and levels.

This research is being conducted by Bristol Omnifacts and is scheduled to be completed in March 2010. Once completed, the HNL Board and its partners will use this research to develop a strong and dynamic workforce and skills development plan. To find out more about the research and the results contact HNL’s Manager of Programs and Projects, Juanita Ford at [email protected] or 1-800-563-0700.

Package to Performance - Packaging and Product Marketing and Distribution ProgramStage 1: Perfect Fit Workshops

This two day introductory session has been designed to provide tourism operators with the foundations of planning, marketing and distribution of packages. The program includes tools on developing your product, fundamentals of packaging and how to develop alliances and partnerships. It is ideal for those looking to expand their current markets and wishing to have a more complete understanding of how to get packages and offers to customers. The workshop will take place on day one and package development consultations with potential partners will take place on day two.

Stage 2: Package Development Consultation Eva Gutsche of STEM Consulting & Marketing Inc has been

engaged to provide operators with five hours of one-on-one consultation to help bring packages to market.

Within the consultation Eva will compile a needs assessment and offer recommendations. She will provide assistance on package design and content for marketing websites and other marketing opportunities. Consultations are completed over the phone and by email.

By participating in this program, operators qualify for the free placement of a new package on www.NewfoundlandLabrador.com and in the seasonal Newfoundland and Labrador Tourism Resident Marketing Brochure which is delivered to every household in Newfoundland and Labrador.

Stage 3: Partners Plus Webinar and Consultation Building on the knowledge provided in the “Perfect Fit”

workshop, this full-day program provides participants with the foundations of expanding reach through the incorporation of Travel Trade channels into the overall marketing plan. Travel Trade describes organizations that operate as intermediaries in the travel and tourism industry and typically includes tour operators, wholesalers, receptive operators and travel agents. The program focuses on forecasting, pricing, revenue management and key distribution partnership development. Ideally, participants in this workshop have developed products or are looking to take their product to the Export Ready stage.

Participants of the Partners Plus workshop will also receive five hours of consultation time from Eva Gutsche. Within the

L-R): Karen Mills, Loretta Wade, Patricia Phillips, Bruce Sparkes and Donna Lambert

(L-R): Trudy Winter, Margaret Abbott, Marlene Russell, Christine Freake and Bruce Sparkes


Skills and Knowledgeconsultation Eva will review current marketing plan and make recommendations. She will review export ready status and assist in the development of a sales and marketing action plan that will expand the current reach to the Travel Trade.

A benefit in participating in the Partnership Plus program is that your products will be promoted to Travel Trade in a variety of methods including trade shows attended by the Department of Tourism, Cultural and Recreation. In addition the consultation process will assist operators in incorporating a number of on-line marketing options.

These programs are being delivered by Eva Gutsche of STEM Consulting & Marketing Inc. STEM is a progressive Consulting and Training company that helps tourism operators build business through effective Sale’s Strategy, Training, Education and Marketing services. Eva is a leading expert on the development of tourism packaging and working with travel trade. She has coached tourism businesses in BC and Alberta to develop compelling packages and

increase their profits.The Packaging and Product Distribution Project is coordinated

by Hospitality Newfoundland and Labrador (HNL) in partnership with the Department of Tourism, Culture and Recreation. For more information contact Shawn Stratton at [email protected] or 1-800-563-0700.

Congratulations to the following people for achieving their emerit® certifications

Department of Tourism, Culture and Recreation:• Amy Chiasson, Tourism Visitor Information Counsellor• Yvette Dyer, Tourism Visitor Information Counsellor• Margaret Abbott, Heritage Interpreter• Christine Freake, Heritage Interpreter• Roger Keel, Heritage Interpreter• Marlene Russell, Heritage Interpreter• Anita Keefe, Supervisor• Glenda Wareham, Supervisor• Trudy Winter, Supervisor

St. Jude Hotel:• Anita Loder, Housekeeping Room Attendant• Nadine Snow, Line Cook

Comfort Inn Gander:• Donna Lambert, Housekeeping Room Attendant• Patricia Phillips, Housekeeping Room Attendant• Loretta Wade, Front Desk Agent(L-R): Sterling Collins, Anita Loder, Nadine Snow and Bruce Sparkes


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Industry Perspective

Newfoundland and Labrador Tourism Board UpdateThe Newfoundland and Labrador Tourism Board is an industry-

government team committed to guiding the implementation of Uncommon Potential: A Vision for Newfoundland and Labrador Tourism (Vision 2020) and reaching Vision 2020’s target of doubling annual tourism revenues by 2020.

At HNL’s recent Lookout! Tourism Summit, Tourism Board Chair Stan Cook, Jr. presented the Tourism Board’s progress to date as well as plans for 2010. Mr. Cook provided an overview of the Board’s history, mandate and structure. He highlighted the incredible accomplishment of the creation of the Tourism Board itself pointing out that there is an unprecedented level of collaboration amongst leading tourism stakeholders. The presentation walked through all of the seven strategic directions included in Vision 2020 and the action the Board and/or its partners have taken to date on each. Mr. Cook indicated that the Board’s immediate priority was and continues to be the defining and communicating of stakeholder roles and responsibilities and ensuring support is provided for these roles. The Tourism Board hosted a Partnership Forum in the fall of 2009 with industry stakeholders to receive feedback on this priority. It continues to analyze this and other information in collaboration with its partner organizations.

One of the central themes of the presentation was the need for increased communication, cooperation and coordination among stakeholders. Currently there is far too much duplication of resources and partners must align more productively and efficiently in order to achieve success. Mr. Cook relayed that the Tourism Board will continue to support the DMO structure with the Eastern region requiring more attention to determine the most effective and sustainable organizational

approach. Work on the increased coordination of the DMO structure is currently being completed with more details to follow at a later time.

In an effort to increase communication between the Board and industry the Tourism Board has developed www.uncommonpotential.com. This website will act as the primary communication tool for the Tourism Board to provide updates on Vision 2020’s progress and gather feedback from industry. The website will play a critical role in achieving the Vision. It will enable all stakeholders to come together in a live forum and share their attitudes and thoughts on the Vision’s priorities and directions. It is an industry focused website – for you! The website will be the Tourism Board’s way of providing the encouragement, information and tools that all stakeholders need to take their own steps towards reaching the Vision. It will act as a one stop shop for everything happening in the industry collectively. Visit www.uncommonpotential.com and sign up for your user name and password to get involved and be in the ‘know’ of what critical issues are being discussed that will affect you and your business/organization.

Looking ahead to 2010 the Tourism Board will continue with its immediate focus on the organization of the industry and coordination of efforts/partners. It has identified Strategic Direction #4 Product Development as another priority/focus area with work set to begin in March. In addition, the Board will also be developing an investment plan to be submitted in September to the Minister.

To view a recording of the presentation provided by Chair, Stan Cook, Jr. at HNL’s 2010 Lookout! Tourism Summit please visit www.uncommonpotential.com.



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~ INDUSTRIAL CHEMICALS

Once again, Canada Select Newfoundland and Labrador (CSNL) will soon be knocking on doors and conducting inspections. Operators in Western Newfoundland from Port aux Basques to Cormack, the central region of the province and select operators on the Avalon Peninsula will be receiving a visit.

Canada Select will become more efficient in 2010 by installing a Customer Relations Management database which will capture vital information. In the near future, CSNL will be able to email reports, certificates and invoices to operators as well as collect important statistical information. In order for the flow of information between Canada Select and operators to become more expedient, operators are encouraged to be online through email.

For a nominal fee, operators will once again be able to participate in the Visitor Satisfaction Project which enables guests to let operators know how they are doing. This is the third year for this project and operators who participated in the project in 2009 gathered some important and informative information. If you are interested in participating in the project, please contact Gail Dick either by phone at 877-722-3133; (709) 722-3133 or by email at

[email protected] 2010, Canada Select will be part of VOCM’s tourism portal,

an exciting new initiative which was introduced at HNL’s Tourism Summit in February. Steele Communications has 74 radio stations throughout the country and consumers will be driven to the tourism portal by all these stations. As part of the buy in, Canada Select will have 80 on air advertisements which will drive consumers to the national website. When they visit the site under the accommodations section, consumers will see the national Canada Select website and it is hoped they will be driven to our operators. What does that mean for NL operators? For those who have a listing, we are hoping more hits and visits to your site. Currently, many operators have a detailed listing on the Canada Select site which is available to operators for a minimal fee of $99 per year. This entitles operators to display six pictures, a detailed listing, link to their individual website, and an opportunity to have guests testimonials viewed online. If an operator does not currently have a detailed listing and would like one, please contact Karen McNamara of Holiday Media at [email protected].

Newfoundland and Labrador – On the EdgeCruise Newfoundland and Labrador (Cruise NL) has a new

brand – Cruise the Edge. This new look was launched at their recent AGM in Gander and was unveiled internationally at Seatrade Cruise Shipping Miami 2010 in March.

The revised icon image represents the cruising product of the province in an attention-grabbing way that demands engagement and raises curiosity. A rugged landmass in the shape of a cruising ship soaring through the sea communicates from the start that they are on the edge. With new, brightened tones, this image is welcoming and intriguing. Dramatic but with a sense of cutting edge adventure.

“Cruise the Edge communicates strong emotions through powerful imagery that speaks to both the ruggedness and uniqueness of Newfoundland and Labrador” said Cruise NL Chair Dennis O’Keefe. “This brand will move the cruise industry in Newfoundland and Labrador to the next level.”

Through strategic marketing initiatives, Cruise NL plans to expand passenger and crew visits by 10% per year. 2010 is projected to be a record breaking year with over 80,000 passenger and crew scheduled to visit 50 ports of call on 27 ships. The province aims to be a destination of choice for Adventure/Expedition, Transatlantic/European, Canada-New England and Homeporting cruises while ensuring that activity fits the scale, nature, and character of the destination.

Cruise NL is the lead in cruise industry marketing for the province of Newfoundland and Labrador, Canada. They are a partnership between ports, destination marketing agencies, government at the federal, provincial and municipal levels, and other industry stakeholders. Their primary objective is to increase cruise activity in Newfoundland and Labrador and corresponding economic impact.



Savour Food and Wine ShowThe Savour Food and Wine Show as a single event has

experienced tremendous success for the past two years in St. John’s. This year, for the first time, the show will be the highlight event of the province-wide Savour Food and Wine Festival.

The Savour Show, held at the Delta St. John’s Hotel and Conference Centre ballroom from 6:30-9:30 pm Thursday, April 22, will once again tempt and delight the dining public as chefs flaunt what the culinary scene in Newfoundland and Labrador has to offer. The sights, sounds and aromas of Savour will fill the ballroom, where 50 booths of delectable food and delicious wines and beverages will be featured by both returning, and first time exhibitors.

The Savour Festival begins April 19 and will run until May 8 across the province, with Dine Out as one of the festival highlights. This program allows participating members the opportunity to offer guests an enticing, great-value, three-course prix-fixe dinner menu for the duration of the Savour Festival. By taking part in the Dine Out program, diners will also have the chance to win gift certificates from each participating restaurant.

The Savour Food and Wine Festival, organized by the Restaurant Association of Newfoundland and Labrador, is made possible with the support of government and corporate sponsors. RANL members are given the opportunity to participate in the annual show and the Dine Out program without cost, as one of the many benefits of membership. The Savour show is an opportunity for the association to promote its members and connect them with

potential clients, as well as offering networking opportunities with other industry professionals. The Dine Out program is a business drive offered by RANL. Through promotion of the program provided by the association, restaurants can offer a special menu at a great price and incur no cost in advertising.

The festival also serves as a friendly challenge for the exhibitors. Show-goers will act as judges for the Best in Show awards. Consumers fill in ballot cards and winners are announced at a later date for the Best in Show foods, décor and drink.

As the popularity of the Savour Food and Wine Show makes the Festival a possibility, Savour show tickets are being snapped up. This year, early release tickets before Christmas boosted sales, and the continued availability at some member restaurants make the tickets very accessible. Tickets are currently available and can be purchased in three easy ways: In person at Celtic Hearth, Bridie Molloy’s, Bacalao Nouvelle Newfoundland Cuisine, and The Guv’nor Inn; by dropping by Mile One Box Office or by calling 1-709-765-8483. You can also visit www.admission.com or call 1-800-361-4595; or through RANL by calling 765-8483 or emailing [email protected]. A room package, including two tickets and a room at the Delta, is also available by calling the Delta St. John’s Hotel and Conference Centre at 739 -6404.

The Savour Food and Wine Show is a fabulous evening out and a fun way to try new places and revisit old ones, to mingle with old friends and friends you have not yet met.


Industry Prospective

June 7-13, 2010 Announced as Tourism Awareness WeekTourism Awareness Week is a national initiative to bring

awareness to the contribution tourism makes both economically and socially to each region of the country. From June 7 to 13, 2010, the tourism industry in Canada will come together to showcase the wonderful products and services that make this country a unique destination for visitors all over the world.

HNL is delighted to participate in Tourism Awareness Week to ensure that this province’s unique culture and product and service offerings are highlighted through the week long celebrations.

This year’s Tourism Awareness Week will feature HNL’s Tourism Awareness Week Luncheon to be held on Wednesday, June 9th at the Sheraton Hotel Newfoundland. The Luncheon will celebrate tourism in the province and feature the presentation of the 2010

Ambassador of Hospitality Award to a deserving individual who has shown dedication and commitment to the tourism industry.

Planning is already underway for Tourism Awareness Week activities. If you would like your business to participate in Tourism Awareness Week, please contact HNL’s Membership and Communications Coordinator, Megan Peckford at 1-800-563-0700, ext: 24 or [email protected].

Reservations for HNL’s Tourism Awareness Week Luncheon are now being accepted. To reserve your tickets or for more information, please contact HNL’s Membership and Communications Coordinator, Megan Peckford at 1-800-563-0700, ext: 24 or [email protected].

HNL Still Green!It’s been nearly one year since HNL formed its Green

Committee and we are extremely proud of our accomplishments to date. In fact, we were recently featured in the MMSB’s Green Report! Our mandated green meetings have been a great hit: committee members utilize electronic rather than paper agendas and minutes and many have begun to implement green meeting mandates in their own organizations. This has reduced not only HNL’s paper consumption but that of other businesses helping both the environment and bottom lines!

There are many simple changes you can make to help green your business. Encourage your staff to use travel mugs for their

morning coffee, purchase refillable pens, use whiteboards instead of flipcharts and email documents rather than faxing them.

We all have a role to play in protecting our environment so that future generations can enjoy it and continue to grow our industry. If you have any ideas or suggestions as to how HNL can green its’ business practices, please contact Leslie at [email protected].

Tourism Awareness Week, June 7-13, is a great time to get involved or start a clean up in your community. After all, one of our greatest tourism assets is our province’s natural beauty! Let’s all do our part to keep it clean!

as-so-ci-a-tion - an organization of people with a common purpose

Join the tourism industry association whose purpose is to advance growth in tourism through advocacy,

professional development and membership opportunities.

[email protected]

www.hnl.ca

Tourism Times Spring 2010

Documents

Transcript of Tourism Times Spring 2010