Welcome! Tourism Planning Meeting Dawson Creek and Pouce Coupe, BC April 15, 2009.

Welcome! Tourism Planning Meeting

Dawson Creek and Pouce Coupe, BCApril 15, 2009

Dawson Creek and Pouce Coupe, April 15, 2009

Introductions

Welcome and Round Table Introductions

Dustin Bodnaryk, Tourism Dawson Creek


April Moi – Northern BC Tourism

Agent Tourism British Columbia


Tourism Planning Session Agenda

April Moi, Northern BC Tourism, Agent for Tourism BC• Tourism BC, Community Tourism Foundations and Community Tourism Opportunities Program

Overview Simone Carlysle-Smith, Tourism BC Facilitator:• Development of Community Tourism Overview• Situation Analysis Summary • Plan Status Exercise• Sport and Event Tourism Dev. Exercise• Funding Options - Discussion• Tourism Advisory Committee • Community Engagement, Communications, Value of Tourism • Partnerships • Tourism Vision for Pouce Coupe• Next Steps


Tourism British Columbia

• Crown Corporation with an industry led Board

• Destination Management Model including Marketing / Development

• Funded through 3 points of the 8% Hotel Tax

• Work with communities through Tourism BC’s Community Development department and regional agents (i.e. NBT)


Online Tourism BC Resources

HelloBC.com North American Consumer

TourismBC.com Corporate Site – Industry Reference

TourismBC.net Operator Access to TBC Marketing Systems

TBCRegionalGallery.com Samples of current outputs

HelloBC.com

TourismBC.com

TourismBC.net

TBCRegionalGallery.com


Community Tourism Foundations

• Designed to address the issues raised in community consultations conducted by Tourism BC in Dec. 2001 and March 2003.

• Half of all communities interviewed requested assistance in creating a tourism development plan with Tourism BC identified as the key facilitator in this process.

• Access to development and marketing funds was cited by over half of communities as an impediment to tourism development.


Community Tourism Foundations

• High demand from communities - Dawson Creek / Pouce Coupe was selected from a large group of applicants based on the strength of their EOI.

• Tourism BC felt this community had potential and community support to successfully grow tourism and contribute to goal of doubling tourism revenues by 2015.


Typical Development Activities

• Local community support and understanding of the value of tourism

• DMO structure/governance• Funding sources • Market research • Comprehensive Tourism Action Plan, including

Marketing Plan


Program Success

Completed Plans: DMOs created, committees formalized, funding

established, partnerships formed, marketing initiatives implemented

New Perspectives: communities working together based on what makes sense from a marketing perspective, not just a geographical perspective

Community-Driven/Professionally-Led: communities obtaining assistance of facilitator while working with their local stakeholders

More Industry Involvement: communities more involved in regional and provincial marketing programs


Community Tourism Opportunities

Community Tourism Opportunities is a Province-wide program funded by Tourism BC and administered by the six Regional Destination Marketing Organizations (RDMO).

Should the Community Tourism Opportunities program be identified as the option for funding support, and the project falls within the scope of the program guidelines, the RDMO prepares the project proposals on the community’s behalf. Communities may submit CTO requests for up to $15,000 per year. (50/50 Matching)


Tourism BC Facilitator

Simone Carlysle-Smith


Dawson Creek and Pouce Coupe Program Process

• Expression of Interest submitted to Tourism BC (Tourism Dawson Creek and Village of Pouce Coupe)

• Tourism BC facilitator assigned and preliminary research conducted • Community familiarization by facilitator and Tourism BC (Nov. 2008)• Initial meeting with community tourism stakeholders (Nov. 2008)• Initial meeting report (complete)• Draft and revised Work plans (complete)• Memorandum of Understanding between Tourism BC and lead tourism

organization (complete)• Community produces inventory (initial draft in production)


Dawson Creek & Pouce Coupe Program Process

• Situation Analysis (initial draft in production 130 pages plus support files)

• Planning session (today April 15, 2009)

• Situation Analysis final document (estimated for April 30, 2009)

• Tourism Plan draft (estimated for May 12th stakeholder presentation)

• Tourism Plan final (estimated for end of May, post presentation feedback)

• Tactics and Implementation Plan – Annual Plan Year One (end of May)

• Application for Community Tourism Opportunities Implementation Program (Community applies direct to Northern BC Tourism)

• Community work with Regional DMO – guidance and advise


Development of Community Tourism

What is tourism development?• An evolutionary process encompassing noticeable

economic, physical and social re-structuring• The process of increasing the quality of life for

host societies and visitors alike



What is tourism development planning?• Step by step process of resource and market

evaluation, action and review• Its broad purpose is to recognize gaps in the local

product or markets• Identify project ideas to fill those gaps• Recommend actions to put those ideas in place• Planning process results in an action plan for the

destination



Why plan for development?• Avoid negative impacts• Achieve goals and objectives• Increase quality of life for residents• Economic diversification• New services and recreation choices• Cultural preservation



Who does it involve?• All stakeholders in the community

• Residents, business, government, organizations, developers, planners…you!



What types of development are there?• Integrated (single promoter e.g. Disneyland)• Catalytic (major promoter encourages complementary

development)• Coattail (natural assets draw visitors/development fills

visitor needs)• Spot (no vision or plan)



Destination Lifecycle• Stage 1: Conception/Early development (vision and plan)

POUCE COUPE• Stage 2: Growth (product development) DAWSON

CREEK• Stage 3: Maturity (products are

developed/marketing/usage high)• Stage 4: Decline (well used, possibly run-down) OR

Re-development, rejuvenation, return to Stage 1


Tourism Plan Preparation - Situation Analysis / SWOT Outcome

• Tourism Attractions• Tourism Services• Tourism Infrastructure• Tourism Hospitality• Tourism Management• Tourism Marketing & Promotion


Tourism Plan Content

• Community Vision (OCP)• Tourism Vision / Community and Organization• Goals and Objectives• Implementation

• Tourism Planning, Management, Funding, Annual Action Plan

• Destination and Market Development • Tourism Infrastructure and Development• Product Development• Information Management and Research



Destination and Market Development continued.• Business and Industry Development• Marketing

• Branding• Market Position and Targets• Integrated Promotional Mix• Marketing Partnerships and Programs• Promotional Tools and Materials• Visitor Services (Internal marketing)



Plan Tracking and Communications • Tracking• Monitoring and Evaluation• Community Engagement and Communications

Action Plan PrioritiesWork plan outline for each objective and strategy.


Dawson Creek / Pouce Coupe Current Situation

Plans• DC has lots of plans: OCP, Current Tourism Plan,

Communications Plan, Attractions Master Strategy, Heritage Strategy, Sport and Events Aspirations, dated ED plan, Sustainability Initiative

• PC no tourism plan but good framework from TBC workshop, new economic development marketing strategy


Current Situation

• Tourism BC program to provide an updated tourism plan for Dawson Creek and initial plan for Pouce Coupe.• The tourism plan will identify the need for additional planning

• Driven by long-term goals, the destination is developed systematically through small actions, each contributing to the end result

• Community Tourism Opportunities provides assistance for implementation of the Tourism Plan through NBT


Current Situation

External• Forestry industry downturn• Global economic downturn• Canadian dollar down• Tourism spending follows after essentials• Baby-boomers largest market with potential to spend• Close-in regional markets will continue to be key targets


Current Plans – Exercise

Pouce Coupe – Economic Dev, Mktg and TBC WorkshopDawson Creek – Planning Matrix• OCP / Sustaining Dawson Creek / 2006-2012 TD Plan• 2006-2012 Communications Plan, 2005 – Exercise• DC Attractions Master Plan, 2007 – Exercise• City of Dawson Creek Heritage Strategy, 2007 – Exercise• South Peace Multi-Plex and Sport and Event Strategy


Funding Options

• Government (all levels)• Additional Hotel Room Tax• Industry Partnerships• Cooperative Marketing• Programs/ Merchandise


Tourism Advisory Committee

• Tourism Management Framework• Tourism Advisory Committee to Tourism Dawson Creek


Community Engagement, Communications

• Community Engagement• Communications• Value of Tourism


Partnerships

• TAC Committee• List……


Pouce Coupe Vision


Next Steps

• Input from planning session to be incorporated into situation analysis document

• Inventory will be completed by Tourism Dawson Creek• Follow up research and information interviews• Draft tourism plan (high level document created)• Community to work together to deliver on their

component of the plan for implementation• Tourism community to commit to planning process


Thank you for participating!

Keep up to date by visiting: www.tourismdawsoncreek.com/tourism_foundations.php

Tourism BC Contacts: Simone Carlysle-Smith, Tourism BC Facilitator 604 885-5924 1-888-306-6611 Email [email protected]

April Moi, Northern BC Tourism - Agent for Tourism BC

250 561-0432 Email [email protected]

Welcome! Tourism Planning Meeting Dawson Creek and Pouce Coupe, BC April 15, 2009.

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Transcript of Welcome! Tourism Planning Meeting Dawson Creek and Pouce Coupe, BC April 15, 2009.