Shuswap Tourism Opportunity Strategy

Transcription

1 Shuswap Tourism Opportunity Strategy Prepared for: Salmon Arm Economic Development Corporation Columbia Shuswap Regional District Prepared by: Marlyn Chisholm & Associates in association with Geoscape Clover Point Cartographics Insight Research and Consulting May 2002

2 Shuswap Tourism Opportunity Strategy Executive Summary SHUSWAP TOURISM OPPORTUNITY STRATEGY EXECUTIVE SUMMARY INTRODUCTION Marlyn Chisholm & Associates in association with Geoscape Environmental Planners, Clover Point Cartographics, and Insight Research and Consulting, was commissioned in the fall of 2001 by the Salmon Arm Economic Development Corporation and the Columbia Shuswap Regional District to identify opportunities for community-based tourism development in the Shuswap region of British Columbia. This document, the Shuswap Tourism Opportunity Strategy (TOS), is the outcome and it includes the following deliverables: identifies and evaluates selected tourism products that hold high commercial potential for the Shuswap region; carries out an inventory of tourism features in the study area, and maps the tourism products' suitability; identifies the linkages between the communities of the Shuswap region and the opportunities; and, develops a tourism action strategy and makes recommendations for future implementation. The Shuswap TOS study takes a unique approach to identifying potential tourism opportunities by first evaluating the physical resources of the area, and then developing and evaluating tourism "products" that focus primarily on mid and backcountry resources (although events and festivals are an exception). Considerable effort has been expended in identifying community linkages to the areas of highest commercial potential (or "suitability") for each product, as well as linkages between products. While tourism planning and evaluation has been carried out in the Shuswap region prior to this study, to the best of our knowledge this is the first comprehensive effort to identify the most promising tourism products and opportunities, based on the land and water resources. As such, it should be seen as a starting point for all subsequent tourism planning and implementation in the region. The Shuswap region is blessed with abundant and unique physical resources suitable for many kinds of recreation and tourism activity, splendid scenery, a favourable location, and the impetus to grow its mid and backcountry tourism opportunities. The results of this analysis suggest that there is a wide range of opportunities that can be developed in the short and long term throughout the study area. The key development challenges will be to: identify and focus on specific tourism opportunities; establish the local commitment to realize these opportunities; develop quality products that will be competitive with existing products offered both within and outside the Shuswap region; and, attract the necessary financing and investment capital. CONTEXT AND SETTING The Shuswap study area encompasses the Salmon Arm Forest District and Electoral Area D of the Columbia Shuswap Regional District. Altogether the study area includes the Districts of Salmon Arm and Sicamous and Subdivision C of the Columbia Shuswap Regional District which comprises Electoral Areas C (Sorrento), D (Falkland), E (Rural Sicamous/Malakwa) and F (North Shuswap). For purposes of this Tourism Opportunity Strategy, Enderby and area is excluded from the study s geographic catchment area. i

3 Shuswap Tourism Opportunity Strategy The large H-shaped Shuswap Lake (with approximately 1,000 km. of shoreline) is a principal feature of the region. The Shuswap Lake and numerous other small lakes provide excellent opportunities for a variety of recreation activities such as boating, camping, fishing, windsurfing and water sports. The Monashee Mountains to the east are well known for their heli-skiing opportunities and all around one can find many ideal locations for skiing, hiking, and other land based activities. TCH 1 and Highway 97 are the principal routes for visitors travelling to and from the Shuswap region. Over the past five years, traffic on both routes into the Shuswap region has been rising. All of the communities in the Shuswap experienced strong population growth (ranging between 13 percent to 26 percent) between 1991 and However, according to recent Census data, since that time population growth in the communities of the Shuswap region has either slowed or even been negative. In 2001, the District of Salmon Arm had an estimated population of 15,820, while Sicamous had 2,830 residents, and Subdivision C had a population of 14,850. Four First Nation bands are located in the Shuswap: Adams Lake Band, the Neskonlith Band, the Spallumcheen Band and the Little Shuswap Band. The First Nations population living on reserves in the Shuswap in the 1996 census data totalled 800 people, declining to 760 in The most recent Ministry of Finance data shows that in 1996 forestry, the public sector and transfer payments accounted for the largest proportion of basic income in the study area (12, 19 and 24 percent respectively), while tourism's share was small at 4 percent. THE TOURISM INDUSTRY IN THE SHUSWAP REGION The Shuswap region is generally noted for the Shuswap Lake and its houseboat and boating activities during the summer months. Sicamous is reputed as the Houseboat Capital of Canada. The Monashees to the east are known for heli-skiing and other winter activities, with Revelstoke being the primary economic beneficiary. The Adams River salmon run is a world-famous draw, while one of Falkland's main attractions is its rodeo. Visitors to the Shuswap region are fairly independent -- many come to the Shuswap region to rent cabins, houseboats or other accommodation, and to seek out activities on their own. There are relatively few outdoor recreation providers, or traditional "resorts", compared to other regions of the province. The Shuswap draws most of its visitors during the summer months of July and August when the lake is the primary focus. The number of visitors falls off during the shoulder season, and winter activities such as snowmobiling and cross country skiing bring a small number of tourists into the area. There is tremendous potential for the shoulder and winter seasons. While tourism is recognized by many as an important key to developing the local economy and achieving diversification, residents of the Shuswap region have varying opinions about what types of tourism need to be developed, and in what way. Each community has its own approach to tourism, and there appear to be few initiatives undertaken as a region. In fact, there is considerable disagreement about whether the Shuswap area constitutes its own tourism region, or if it should be marketed as part of the Okanagan in this regard. ii

4 Shuswap Tourism Opportunity Strategy Findings from recent tourism inventory work show that there are approximately 330 tourism businesses operating in the Shuswap Region. 1 COMMUNITY SWOT ANALYSIS Tourism SWOT Summary of the North Shuswap STRENGTHS Close to snowmobiling, ATV, hiking, horseback riding and mountain biking opportunities. Popular Shuswap Lake Provincial Park draws visitors to the region. Some infrastructure in place (e.g., Scotch Creek) to support tourism. Close to Adams River (present spin-offs during the salmon run and for mountain biking are minimal). Seymour Arm has a 100 year old hotel. Mining history throughout the North Shuswap. Active agricultural sector. WEAKNESSES Shoreline communities lack public wharves to accommodate a pocket cruise or shuttle. Private properties along the shore restrict public access to water. Lack of developed outdoor recreation/tourism products. No regional organization to address and plan tourism. OPPORTUNITIES Potential for bike touring if road is widened to include a bike path. Development opportunities for snowmobiling, ATV, hiking, horseback riding and mountain biking. Bicycle path link between Scotch Creek and Shuswap Lake Provincial Park. Linkages between outdoor rec and heritage development and interpretation. Agricultural tours. Water cruises, if wharves are developed. CHALLENGES Series of small communities spanning a large geographic area is an obstacle to regional tourism development. Distance from Trans Canada Highway (TCH) 1. Perception that the recreation resource does not contribute to the economy Tourism SWOT Summary of the South Shuswap STRENGTHS Good infrastructure and some tourism amenities -- e.g., small number of marinas at Sorrento and Blind Bay, golf course. Growing population of residents that promote tourism. Community support for development that would complement tourism -- e.g., proposed new town centre in Balmoral. Access to TCH 1. Bucolic, rural setting. Sorrento community plan, and objective of promoting nautical theme. Extensive old roads within forested setting and minimal visual features. 1 Source: Clover Point Cartographics iii

5 Shuswap Tourism Opportunity Strategy WEAKNESSES Lack of regional, coordinated approach to tourism development. Strategy required to attract through traffic into community. TCH 1 bisects Sorrento; limited parking availability for trucks. Shoreline communities lack public wharves to accommodate a pocket cruise or shuttle. Private properties along the shore restrict access to beach. No public beaches with washrooms. OPPORTUNITIES Public beach or wharf and park at Sorrento. Primary areas include White Lake, Bastion and Blind Bay. Turtle Valley has attractive features including lakes and rocks. Tourism and retail potential through being the primary staging area for water linkages to the communities in this arm of Shuswap Lake. CHALLENGES Lakefront property may need to be acquired to provide more public access to/from the water for use by houseboaters and other tourists. Political divisiveness between communities. Little access opportunities to the alpine/sub-alpine, which is traditionally on forestry roads Tourism SWOT Summary of Salmon Arm STRENGTHS Good infrastructure. Public wharf and adjacent land brings potential for tourism activity along the shoreline. Strong community support for tourism, and improving coordination. Proximity to Vancouver and Alberta markets. Regional retail/service sector. Excellent highway access. Community tourism development strategy already in place. Skilled labour force. Salmon Arm foreshore delta breeding and migratory stops for numerous bird species. WEAKNESSES Relatively few destination activities for visitors who stay in Salmon Arm. Slower tourism activity during shoulder and winter months. No strategy in place to attract through traffic into community. OPPORTUNITIES Mary Thomas Interpretive Centre. Agri-tourism opportunities. Bird watching opportunities. Rock climbing areas. Mountain biking opportunities associated with the Canoe system of trails. Larch Hills has extensive trails for cross country skiing and summer activities. CHALLENGES Little access opportunities to the alpine/sub-alpine, which is traditionally on forestry roads. Adjacency of the sewage treatment plant near the public wharf, and the shallowness of the bay. Competition from nearby resorts in Vernon and Kamloops. Rocky Mountaineer rail service passes through Salmon Arm, but does not stop there. iv

6 Shuswap Tourism Opportunity Strategy Tourism SWOT Summary of Area E and Sicamous STRENGTHS Growing community support for, and interest in, tourism development. Proximity to Vancouver and Alberta markets, and popularity with Albertans. Large drive-by market. Good access opportunities to the alpine/subalpine. Houseboat capital. Adjacency to crown lands along the shores adds to the appeal. New golf course. WEAKNESSES Slower tourism activity during shoulder and winter months. No strategy in place to attract through traffic into community. OPPORTUNITIES Further growth in houseboat and other boat activity. Community trails. Winter focus on snowmobiles. Potential for water based floating huts and boutique lodges. Good areas for hang gliding. CHALLENGES DFO's opposition to dredging the channel between Shuswap and Mara Lakes, as it threatens salmon habitat. Siltation may present a problem for houseboat and boat mobility. Perception of the area as a brief stopover point for cars and buses en route elsewhere. Tourism SWOT Summary of Area D and Falkland STRENGTHS Rural setting is attractive, and offers opportunities for riding and hiking. Falkland town center is condensed and offers natural focus for visitors. Good drive-by market. Festivals include the Rodeo, Dog sled race, Snow Pitch day, Daisy days and the Farmers market. Largest flag in Canada, the Pillar. WEAKNESSES Major transportation corridor limits road use (a lot of trucks). Lacks important tourism amenities. No coordinated tourism initiatives to boost tourism and recreation. Little access opportunities to the alpine/sub-alpine. "Hidden" features such as trails are not well publicized. OPPORTUNITIES Hang gliding location is noted as challenging and ideal for competition. Events, craft and market-related venues. Agricultural tours. Annual dog sledding races. CHALLENGES Perception as a farm and forest sector community. Community perception that tourism and recreation does not contribute to local economy. v

7 Shuswap Tourism Opportunity Strategy RESOURCES AND PRODUCTION SELECTION The Advisory Committee for this project selected a list of recreation and tourism activities that were highly suitable to the Shuswap region. The activities were analyzed respectively and grouped or singled out as specific tourism products. These are: snowmobiling Nordic skiing/touring/snowshoeing ATV mountain biking/bike touring horseback riding lake cruising road touring destination lodges cabin systems events and festivals These final products can be regarded as the best short-term options for outdoor recreation-based tourism products. However none exist in isolation, and opportunities to build on clusters of tourism products or where products could be linked are extremely important and are described in this report. PRODUCT ASSESSMENT As a framework for evaluating the inherent opportunities of the Shuswap region, the polygons identified in the suitability mapping exercise were linked to at least one of the following communities: Salmon Arm; Sicamous and area (Electoral Area E); Sorrento and South Shuswap (Electoral Area C); Falkland and area (Electoral Area D); and, North Shuswap (Electoral Area F). The following describes briefly the key findings for each product. Snowmobiling Optimal snowfall, outstanding scenery, ready access, a variety of terrain including extensive open sub-alpine and alpine ridges, bowls, cornice drops, glaciers, rolling forest and meadows, logging roads, well-developed and maintained trails on rolling ridges establishes the Shuswap Region as attractive for snowmobilers of all ages and abilities. The presence of snowmobile clubs enhances the opportunities in the area by providing groomed trails and rustic but maintained chalets. Regional SWOT Analysis for Snowmobiling Strengths Weaknesses Variability of terrain. Maze of trails (old logging roads). Access to sub-alpine and alpine. Presence of active clubs. In areas, potential for conflict with other users and with sensitive wildlife habitats. Lack of accommodation in many communities. Medium to high avalanche hazards in mountainous areas. Safety concerns. Winter industrial road use result in road closures. Lack of public sector funding to develop and maintain opportunities. vi

8 Shuswap Tourism Opportunity Strategy Executive Summary Opportunitie s Challenges Shuttling of novices to optimal learning locations. Development of trails and infrastructure that caters to snowmobiling cabin-to-cabin opportunities. Activity and day lodges. Development of circuits with challenging features, play areas and racing circuits. Promotion of snowmobile events. Uncertainty over future land management. Access issues including road closures. The results indicate that Crowfoot/Mobley/Fowler, the Fly Hills, Hunters Range and Yard Creek / Blue Lake have the highest suitability, or commercial potential. The North Shuswap and Sicamous communities are best situated to realize the commercial potential of most of these; the exception is Fly Hills, which would benefit Salmon Arm and Falkland. Nordic Skiing, Light Touring, Ski Touring and Snowshoeing The Shuswap Region has the necessary diversity of geography, optimal snowfall, proximity of the community to the resources and the community support essential for a successful commercial Nordic and light touring product. Motorized use of the backcountry limit backcountry ski touring opportunities. The Larch Hills and the associated grooming, events and services fostered by the Larch Hills Ski Club is attractive and suitable for a range of non-motorized snow activities including light touring and snowshoeing. The Adams Plateau, Fly Hills and White Lake locations have potential but are limited by the presence of motorized use, industrial activity and the lack of variety in the landscape. The backcountry touring appeal in the Crowfoot, Hunter, Queest and other ranges is compromised by the presence of snowmobiling. Regional SWOT Analysis for Nordic Skiing, Light Touring, Ski Touring and Snowshoeing Strengths Groomed trails, trail networks and good access. Well established community involvement and commitment. Ski touring requires accessible areas where there are no conflicts with motorized activities, this can be done with proper and thoughtful zoning. Scenery, access and proximity to population center (Salmon Arm and Sicamous). Significant wilderness ski touring in the Monashees. Larch Hills Ski Club. Relatively long season (5-6 months). Limited regional locations for all forms of Nordic skiing. Limited overall regional funding for infrastructure development to support activity. Poor road conditions to many backcountry trail starts.medium to high avalanche hazards in areas. Improved infrastructure and access to select areas. Linkages to hut-to-hut development. Greater circuit development and guidebooks. Expand ski touring potentials by providing access to backcountry. Charge fees accordingly. Product packaging potential with other activities such as lodges/resorts. Build greater appeal to marathon/triathlon competitive/events. vii

9 Shuswap Tourism Opportunity Strategy Executive Summary Threats Snowmobile or snow-cat access touring. Shortage of public sector funding to develop and maintain opportunities. Competition/conflicts with snowmobile use areas. The analysis reveals that the Larch Hills has the highest commercial potential for for Nordic skiing, light touring, ski touring and snowshoeing. Salmon Arm is best situated to realize the economic benefits of developing this tourism product. Mountain Biking and Cycle Touring A variety of cycling terrain, and access to well-developed and maintained trails as well as numerous loop opportunities that include shoreline roads are complemented by the presence of active clubs and existing businesses. The combination of all these factors establishes the Shuswap region as attractive for mountain bikers and cycle tourers of all ages and abilities. Regional SWOT Analysis of Mountain Biking and Cycle Touring Strengths Weaknesses Opportunitie s Threats Presence of a wide range of technical and aerobic trails. Access to roaded alpine/subalpine. Presence of local clubs. Local bike businesses are promoting this area. Rock climbing, whitewater kayaking, extreme water sports can provide diversification for the enthusiast. Shortage of mountain bike trails in general. Roads lack wide bicycle friendly shoulders. Mountain bike conflict with other users- the speed in which mountain bikers travel is negatively perceived by other users such as horse riders and hikers. Expand into the downhill and touring sector. Tours along the North Shore from Scotch Creek to Woods Landing and Seymour Arm. Development of bicycle paths and access to the lake are an asset. Tours can be linked to road escorts and boat shuttles. Shuttling of mountain bikes (downhill) to heights of land. Expansion of trail systems particularly those linked to shuttling services. Trail systems connecting campsites to townsites (example - Scotch Creek and Herald Prov. Park). Linkages with other products Creating nuclei of trail loops with linkage corridors Destination trail products Promoting trail-use code of conduct. Lack of public sector funding to develop and maintain trails. Denied use of private lands. The analysis reveals that the highest commercial potential for mountain biking is found where existing trails presently exist such as Canoe, Adams River, and the Lizard. Mountains such as Queest and Crowfoot Mountain require trail development. Shuttling services will enhance the opportunities associated with Canoe, Crowfoot and Queest, particularly if associated with downhill mountain biking. All of the communities lie viii

10 Shuswap Tourism Opportunity Strategy adjacent to accessible trail heads although the most significant regional opportunities are focused around Salmon Arm and Sicamous. For cycle touring, the road along the North Shuswap and the road from Three Valley to Mabel Lake are known tours, and all present promising opportunities for development as a commercial tour. Both proposed roadboat loop tours are designated as high suitability. The development of a bicycle trail link between Shuswap Provincial Park with Scotch Creek will allow youngsters and families to venture from the campsites to the town by bicycle or by walking. Horseback Riding The Shuswap Region has potential for the front, mid and backcountry horseback riding product. For the front country the ranches of Falkland and stables in various parts offer opportunities for short excursion rides on private and crown lands. There are opportunities to have guests assist in the ranch operations. The mid country operations can likewise occur from ranches and the various stables with treks into the adjoining countryside. Backcountry treks are best situated in the mountain ranges that make up the Monashees. Regional SWOT Analysis for Horseback Riding Strengths Weaknesses Opportunities Threats Scenery, significant recreation features, suitable geography and climate. Association with ranches. Presence of trails and old roads of the regions. Destination features such as the lakes, alpine, meadows amongst others. Potentials for 1 hour to full day rides. Access to alpine and subalpine. Industrial traffic in backcountry areas. Potential conflict with other recreation activities. Nature interpretation. Ranch life (Dude Ranch concept). Linkages with other products such as lodges, hut-to-hut and nature/wildlife interpretation. Lack of public sector funding to develop and maintain trails. External competition. The analysis reveals the Crowfoot as having the highest potential for backcountry trail riding and the Falkland Valley and the surrounding environs including the south Fly Hills for front and mid country use. Other areas have opportunities to a lesser extent. The communities best situated to take advantage of the high suitability opportunities are those of the North Shuswap and Falkland. ATV The Shuswap Region has three primary opportunities associated with the commercial use of the ATV: The numerous inactive industrial roads in the area, particularly those around the Fly Hills, Adams Plateau and the Larch Hills are suitable for ATV use. The presence of old sheep grazing roads in the Crowfoot Alpine/Sub- alpine allowing for trail only use in the high country. ix

11 Shuswap Tourism Opportunity Strategy The proximity to communities to suitable areas provide for ease of access and the opportunity for the development of an ATV circuit. Regional SWOT Analysis for ATV Strengths Weaknesses Opportunities Threats Excellent opportunities with numerous old roads. Access to roaded alpine/subalpine. Destination features. Concerns for environmental degradation. Concern with Caribou disturbance. Road deactivation. Industrial activity, vandalism and rowdy behaviour. Road, trail and site maintenance. Lack of designated areas. Safety concerns. Firm roads and trails. Ecotourism and interpretive tours for the less able. Mountain bike and hiker shuttles to the high country. Designated areas with ATV (and motocross) circuit development and extreme sporting potential. Off-road camping and events. Denied access to private lands, high elevations (alone and sub-alpine), parks and sensitive wildlife habitats. High potential for conflict with other users. High operating costs. The analysis identifies Crowfoot as having the highest potential, with the Fly Hills, Larch Hills and Adams Plateau as also having potential, to a lesser degree. The primary weaknesses for the product in the backcountry areas is the negative effects on the environment (including effects on the Mountain Caribou) and, in the mid to front country, conflict with other users. Crowfoot receives a high ranking because of the absence of caribou, the presence of old sheep grazing roads in the alpine and thus the ability to recreate in the alpine with little or no environmental impact. The best-situated communities are the communities of the North Shuswap, Salmon Arm and Falkland. Road Tours The highways and road system throughout the Shuswap region offers travellers a scenic mix of the pastoral and natural landscapes. Roadside communities provide an anchor for services and amenities. However, there is a clear need to provide signage to relate the uniqueness of the region, the opportunities associated with farms, ranches and the natural recreation resources. Clearly defined loop tours, adventure road tours and community linkages are not presently defined. x

12 Shuswap Tourism Opportunity Strategy Regional SWOT Analysis for Road Tours Strengths Weaknesses Opportunitie s Threats Loop and circuit tour opportunities on paved and gravel roads. Variety of features, scenery and communities. Adjacency to Highway 1. Tourism industry is oriented toward rubber-tire trade. Dispersed communities and highway network allow for circuit and corridor development. Potential for paved roads to handle increased tourist traffic. Roads to alpine/subalpine. Repeatable landscapes in other areas. Inadequate gateway signage and informational signage. On gravel roads, industrial activity and subsequent safety. Few road side attractions. Lack of themed development in some of the high potential tourism areas. Shortage of rest stops with lavatories. Road touring opportunities can be linked to a variety of sub-products: Agricultural tours can link to the specialty farms, ranches; Wildlife tours can link to the Adams river salmon run, bird watching; 4X4 tours can circle the lake and access high country; Heritage tours can tour old historical homes and homesteads. Road tours can link with a water cruise. Quality of the infrastructure. Scenic management of timber harvesting. Deactivation of secondary gravel roads. Results of the product analysis reveal that commercial opportunities abound for both paved and unpaved road tours throughout the region, as well as the road and boat link tours. Lodges and Resorts Shuswap Lake, the surrounding mountain ranges including the Monashees, and the grasslands and open Douglas fir/pine forests all offer tremendous visual settings for a lodge or resort product. Regional SWOT Analysis for Lodge and Resorts Strengths Weaknesses Shuswap Lake provides an ideal backdrop to lodges and retreats. Supportive features and corresponding activities including rock climbing, river activities, kayaking, ski touring, etc. Good mix of front, mid and backcountry. Proximity to population/ transportation centers. Proximity to high-quality outdoor recreation features. Access to Crown leases or other Commercial Recreation (CR) tenure. International and provincial competition for similar products. Poor shoulder season. xi

13 Shuswap Tourism Opportunity Strategy There are a variety of potentials for lodge infrastructures that extend from ranching to floating lodges. Opportunities Lodges can expand to retreat development, ecotourism, boutique and the spa sector. Specialty lodges can include retreats. Linkages between new lodges and existing operators (activity suppliers). Threats Scenic management of the forest land base. The analysis indicates that the major lakes have the highest commercial potential. A number of the mountain ranges have features that provide a range of winter and summer activities. For the lodge/resort product, the best situated communities are those that can provide the guides, services and groceries. Cabin to Cabin System Cabin systems are a new recreation concept in British Columbia, however there are successful precedents elsewhere in North America, such as Alaska. Cabins can be land or lake-based, and range from the rustic to high end with very comfortable amenities. They would be an excellent complement to other tourism products, such as boating, cycling, snowmobiling, cross country skiing, or horseback riding. To date, there is no product like this offered in the Shuswap region. Regional SWOT Analysis for Cabin Systems Strengths Shuswap and Mabel Lakes provide ideal backdrops to floating cabins. Supportive features and corresponding activities including rock climbing, river activities, kayaking, ski touring, snowmobiling, etc. Good mix of front, mid and backcountry. Proximity to population/ transportation centers. Proximity to high-quality outdoor recreation features. Weaknesses Vandalism, compliance and enforcement Minimal support infrastructures (trails) in many areas. Access to Crown leases or other Commercial Recreation (CR) tenure. Repeatability of land based product potential. Poor shoulder season. Opportunities Opportunity to provide support services that cater to the cabins including waste management, servicing, booking, boat and other equipment rentals. Cabin-to-cabin systems have yet to be developed in the Shuswap region and there are suitable circuit locations. Threats Scenic management of the forest land base. Road closures. Increased recreation use affecting "remote" experience. These results indicate that all communities but Falkland could benefit from the development of a cabin-tocabin tourism product. Lake Cruise Given the ambience of the Shuswap Lake and its setting, lake tours constitute a promising tourism development opportunity in the Shuswap region. Custom tours that emphasize sightseeing and bird watching, xii

14 Shuswap Tourism Opportunity Strategy destination cruises, or scheduled cruises that link various communities on Shuswap Lake will appeal to those who visit the area as a destination, or who are travelling through on Highway 1. Regional SWOT Analysis for Lake Cruising Strengths Shuswap Lake Scenery, and presence of high value features including beaches and complementary features Bird viewing opportunities Lakeside communities Houseboat industry Variety of recreation activities Ideal water temperatures Range of relative remoteness Culture, history, lodges Weaknesses Private properties along the shores limit public access High waters during early summer Lack of wharves to a number of communities Many communities lack a central core to attract tourists, as well as restroom facilities High costs to develop infrastructure Opportuniti es Cruises can include a tour from larger communities to Seymour Arm Circle tours to the various communities (requires public access to community centers) Houseboat barbecue and luncheon tours Waterfall and feature tours Historical and natural interpretation tours Potential to disembark at shoreline communities for a few hours or longer Linkages to road tours Waterfront access and development for public use Focal community core or shoreline amenities to enhance the opportunities and receive the most benefit Development infrastructures to access communities Threats Forest harvesting practices (with visual and environmental concerns) Lack of community support Shuswap Lake offers a unique geography, scenic quality, beaches, a possibility for observing wildlife, the presence of lakeside communities, and the opportunity for cultural/heritage interpretation. Lakeside communities that could benefit include Salmon Arm, Sicamous, Sorrento, Blind Bay, Scotch Creek, Celista, Anglemont, Magna Bay, St. Ives and Seymour Arm. Events and Festivals The resources of the Shuswap and its cultural context lend themselves to a wide variety of opportunities in the area of events and festivals. In addition to what is presently staged throughout the region, potential events could include festivals with themes such as the following: lake, nature, cultural, winter, summer festival, agriculture, or antique. xiii

15 Shuswap Tourism Opportunity Strategy ISSUES AND ACTION PLAN Issues A number of key issues were identified during the course of the project through community consultations, advisory committee meetings, through research, and as direct input from community members and tourism industry professionals. These include the following. Like Salmon Arm, the Shuswap communities need their own tourism development strategies. The Shuswap needs a regional image. While aware of the importance of partnerships and the opportunities and potential which lie in these partnerships and networking with other tourism operators, some communities and tourism interests seem unsure about where the Shuswap area fits as a tourism entity into the total regional picture. The Shuswap region needs to market itself more effectively. There is a need for a central booking agency for all the many different tourism operators. A large proportion of drivers in the Shuswap region during the summer months are simply passing through, and don't stop. The communities recognize the need to attract a larger share of the drive-by market and bring more bus tours to the area, thereby having tourists stay longer in the Shuswap. But not much has been done about it yet. All interests need to agree on and have a say in what and how to develop tourism. In several of the smaller communities, such as Sorrento and the North Shuswap, there is a lack of the basic necessary infrastructure and facilities for tourism. For example, the relationship between Shuswap Lake and the lakeside communities must be established and fostered through the development of facilities such as docking facilities and wharves. Regional Strategy Communities should explore ways to collaborate and connect their resources to share in product development, forge relationships with communities and operators outside the region, and cultivate solid working relationships with all levels of government to create a climate that will attract investment and foster the timely development of tourism products. Continue supporting the development of local tourism sector opportunities through the use of business mentors and regional financial experts to advise on the issues and requirements of securing financing and business development. Work with government or economic development to ensure up-to-date and accessible tourism information is in place to support local tourism business development. Work towards identifying and developing a code of ethics to ensure that tourism operators in the Shuswap region begin to develop high standards, and to promote the region as a provincial leader in this area. xiv

16 Shuswap Tourism Opportunity Strategy Establish a task force to explore the opportunities and disadvantages for local operators to develop joint ventures and partnerships with larger tourism companies from outside the region Identify and deliver specific training support. Focus on regional marketing and explore the development of a regional image by undertaking group marketing of the unique features of the Shuswap region. Tourism proponents can create an image that will raise the profile of the region to compete with other global destinations that feature wilderness and outdoor experiences. The communities of the Shuswap should hire a community marketing coordinator to represent and promote the interests of all communities. Explore other approaches to coordinating and developing additional resources for marketing efforts, and use the media and internet as much as possible to publicize events and features of the Shuswap region. Community Action Plan Having identified the broad tourism issues and presented regional recommendations for tourism development, specific action plans are outlined for the five main communities of the Shuswap region. The following is provided for each community: a summary of the products and key opportunities for that community; general development tasks pertaining to the high suitability products identified for that community; and, a more detailed analysis of a specific opportunity for that community. Specifically, these are: a scheduled small vessel cruise between Sorrento and Scotch Creek in the North Shuswap during the summer months; guided snowmobile tour operation in Sicamous; road tours based in Salmon Arm; and, a cultural festival in the Falkland Valley. xv

17 1 INTRODUCTION Marlyn Chisholm & Associates in association with Geoscape Environmental Planners, Clover Point Cartographics, and Insight Research and Consulting, has been commissioned by the Salmon Arm Economic Development Corporation and the Columbia Shuswap Regional District to identify opportunities for community-based tourism development in the Shuswap region of British Columbia. The Shuswap Tourism Opportunity Strategy is intended to do the following: identify a short list of tourism products that hold high commercial potential; provide a regional evaluation of these products; map the tourism products; identify the linkages between the communities of the Shuswap region and the opportunities; develop a tourism action strategy and make recommendations for future implementation; and, evaluate in further detail a selected tourism opportunity related to each community. During the past two years, several Tourism Opportunity Strategies (TOSs) have been carried out in BC. These were initiated as part of the provincial government's thrust to help diversify local economies in a way that is sustainable. Most of the TOS studies were undertaken on behalf of the former Ministry of Small Business, Tourism and Culture (MSBTC) to assist rural communities, First Nations and entrepreneurs to identify new tourism development opportunities. The focus of the TOS studies has generally been ecotourism, adventure travel, and heritage and culturally-based tourism development. The principal benefits arising from the TOS studies are: formulation of a comprehensive data base on regional tourism features and operations, contribution to a better understanding of regional resources and how they can be developed as a starting point for other, long term tourism initiatives; and, providing a framework for evaluating future opportunities.

18 1.1 Purpose The findings of this report are intended for a wide readership, ranging from government agencies to entrepreneurs and investors. They should provide a tool to support the efforts of individuals, municipal and regional governments, First Nations, tourism operators and economic development commissions to: diversify local economies, maintain access to recreational resources for local residents, and minimize conflicts among resource users. This study should contribute to integrated resource and community planning targeted towards economic, social and environmental sustainability. In addition to identifying key opportunities for tourism, this report provides a strategy for tourism development in the Shuswap region and documents the principle issues and constraints facing tourism growth today. It is acknowledged that, in some cases, the potential for conflict between recreational use and important land or water use exists. While potential conflicts are identified broadly in this document (and, in fact, have been taken into consideration when designating a resource as low, medium or high suitability), it will be important to further address issues of management if development occurs, in a way that considers all stakeholders. The analysis is not meant to be either exclusive or exhaustive. Its objective is to identify and evaluate the product groups that appear to be most promising, and to present a framework for assessing their feasibility at a general level. The ultimate value of this project is in identifying key opportunities and actions required to assist in the priority-setting of key players in tourism planning, and providing further direction to communities, business people and organizations involved in tourism development in the Shuswap region.

19 1.2 Scope and Methodology The key tasks in carrying out this assignment are described as follows. 1. Profile the region and the communities of the Shuswap region to provide a context for the product development. This profile includes a description of the physical setting, transportation and communication infrastructure, the tourism infrastructure now in place, and any relevant land use or economic development issues. 2. Evaluate trends in the tourism industry in British Columbia and in the Shuswap region. 3. Select the most promising tourism development products, based on preliminary resource assessment and consultation with the Advisory Committee. 4. Assess and map each product with a framework that includes resource, market, economic and social criteria. 5. Match communities with products. 6. Formulate tourism action strategy, and make recommendations for implementation. 7. Examine in more detail a select number of specific opportunities, ideally one per community/sub-region. This provides a first cut at assessing some of the more interesting or promising products, and a framework for future assessments of other products. Community consultation was an integral component of this tourism opportunity strategy. An Advisory Committee was struck early in the project to provide the consultants with input and direction and feedback. We also drew much of our information from local experts, including local tourism operators, community and recreation group representatives, First Nations, and government agencies. To date, the work plan for this project has involved the following steps, several of which were undertaken concurrently: Meeting 1 in Salmon Arm with the Advisory Committee. Series of public meetings in December 2001, in five communities of the Shuswap region -- Celista, Sorrento, Salmon Arm, Falkland and Sicamous. Follow up telephone interviews with tourism operators, recreation groups, government agencies, etc. Inventory of tourism features and operators in the study area. Review literature of related tourism and land use planning reports, studies and initiatives. Suitability maps of the tourism products. These were circulated to the communities of the study area in January 2002, requesting their response.

20 Regional profile and product assessment, with results documented in this draft report. This was distributed to the members of the Advisory Committee in February 2002.

21 1.3 Report Structure The remainder of this report is summarized as follows: Chapter 2 provides a regional context for this study. Chapter 3 identifies important trends in the tourism industry worldwide and in BC. Chapter 4 describes the resources and key tourism features of the Shuswap region, and describes methodology. Chapter 5 provides product assessments and maps for the key identified tourism products; also community-product matching. Chapter 6 outlines a tourism action strategy for the Shuswap region and its communities. Appendices are as follows: Appendix A: is a questionnaire and "long list" of tourism activities. Appendix B is detailed resource assessment of selected products. Appendix C provides a list of tourism operators in the study area. Appendix D is a bibliography. Appendix E is a list of contacts and Advisory Committee members.

22 2.1.1 Setting The Shuswap study area encompasses the Salmon Arm Forest District and Electoral Area D of the Columbia Shuswap Regional District. Altogether the study area includes the Districts of Salmon Arm and Sicamous and Subdivision C of the Columbia Shuswap Regional District which comprises Electoral Areas C (Sorrento), D (Falkland), E (Rural Sicamous/Malakwa) and F (North Shuswap). For purposes of this Tourism Opportunity Strategy, Enderby and area is excluded from the study s geographic catchment area. The Salmon Arm Forest District is primarily comprised of the Shuswap Lake drainage system from Chase to Three Valley and Yankee Flats to Seymour Pass. Areas in the Columbia-Shuswap Regional District outside the Forest District extend south down the valley containing the community of Falkland. The countryside varies from lush valleys at approximately 350 meters (1,100 feet) through rolling hills to mountain peaks at 2,700 meters (9,000 feet). The valleys are utilized as farms, orchards and vineyards while the lower slopes provide grazing for cattle and habitat for many wildlife such as deer, moose, bear, goat and sheep as well as various bird and waterfowl. The timbered area consists of a variety of forest types consisting of Douglas fir, spruce, pines, cedar and hemlock. The large H-shaped Shuswap Lake (with approximately 1,000 km. of shoreline) is a principal feature of the region, and has many rivers running into it. The Shuswap lake and numerous other small lakes provide excellent opportunities for a variety of recreation activities such as boating, camping, fishing, windsurfing and water sports. The Monashee Mountains to the east are well known for their heli-skiing opportunities and all around one can find many ideal locations for skiing, hiking, and other land based activities.

23 2.1.2 Transportation Links Highway: The Shuswap area is situated in the southern Interior of British Columbia, approximately half way between Vancouver and Calgary on Trans Canada Highway 1. To the south is the Okanagan Valley -- a major year-round tourist destination -- linked to the Shuswap by Highway 97. The mountainous area to the east encompasses Revelstoke and Golden, while Kamloops is situated due west. Trans Canada Highway 1 (TCH) runs roughly east-west through the study area, connecting Revelstoke, the communities of the Shuswap, and Kamloops. TCH 1 and Highway 97 are the principal routes for visitors travelling to and from the Shuswap region. Travellers to and from the west coast generally use the Coquihalla Highway or TCH 1, or travel through the Okanagan Valley and up Highway 97. Those travelling to/from southernmost BC or the Kootenays also use Highway 97, while travellers to/from points east such as Alberta generally use the TCH1. The provincial Ministry of Transportation and Highway (MoTH) tracks highway traffic at location counters throughout BC. The counters provide information on Summer Average Daily Traffic, which reflects both year-round regional and tourist traffic. On all routes throughout the Shuswap highway system, there are several of these MoTH counters. The data collected show that traffic volumes in the Shuswap region have, in most cases, been steady or growing slowly over the past five years, with the exception of Highway 97 between Vernon and Monte Creek. (However, it should be noted that traffic volumes are variable from year to year.) Traffic volumes in Salmon Arm are considerably higher than at Sicamous and Sorrento. This can be explained by the larger proportion of local traffic in the vicinity of Salmon Arm. Overall, traffic on TCH1 has increased between 1996 and 2000, rising 4.5 percent in Salmon Arm, 1.9 percent in Sicamous, and 3.8 percent in Sorrento during this period. The volume of traffic between the Shuswap and the Okanagan regions has also increased, rising 3.8 percent and 2.7 percent on Highways 97A and 97B respectively. Traffic on Highway 97 at Falkland declined 23 percent between 1996 and Table Summer Average Daily Traffic on Routes in the Shuswap Region 1996 and 2000, Both Directions TCH 1 at Salmon Arm 1 15,492 16,195 TCH 1 at Sicamous 2 7,270 7,405 TCH 1 at Sorrento 3 9,183 9,528 Highway 97 at Falkland 4 4,061 3,125 1 traffic counter.2 km. east of Salmon River Road in Salmon Arm 2 traffic counter 1.6 km. west of Bruhnbridge 3 traffic counter 1.1 km east of Squilax Englemont Road 4 traffic counter 9.2 km north of Churchill Road North of Falkland

24 Highway 97A at Sicamous 5 7,546 7,830 Highway 97B at Salmon Arm 6 7,044 7,235 Source: Ministry of Transportation and Highways Greyhound Canada offers daily bus service from Vancouver, Kamloops and Calgary to Salmon Arm. Some chartered tour buses travel through the study area, but generally only stop at the Quaaout Lodge near Squilax. Air Travel: To reach the Shuswap region by air, travellers must use the Kamloops or Kelowna airports. There are small airports at Golden, Revelstoke and Salmon Arm, but they are used primarily by charter airlines, and do not serve any scheduled carriers. Ferry Service: Until the fall of 2001, the Shuswap Ferry service plied Shuswap lake between April and October, from Sicamous to Anstey Arm and Seymour Arm. The loss of its provincial government subsidy has forced the company to reduce its service, which no longer runs to Seymour Arm. It is now used for delivery of freight to various communities and cabins along the lake shore. No passenger transportation service is provided, however a water taxi service is available in Sicamous. Rail: C.P. Rail's main line traverses the Shuswap region, paralleling TCH1. On average, 35 to 38 trains per day travel this line, mostly carrying freight. The Rocky Mountaineer travels the CP Rail line three times per week, but does not stop regularly in the Shuswap region. The Kelowna Pacific Railway also travels through the study area on the CN rail line, with the route extending from Campbell Creek to Armstrong, and passing through Falkland. The KPR is a joint venture of KnightHawk Rail, a wholly owned subsidiary of KnightHawk Incorporated, and of New York & Lake Erie Railroad. 5 traffic counter 1.6 km south of TCH 1 6 traffic counter.3 km south of TCH 1