Vernon Place DNA. Prepared By: Destination Think! & Tourism Vernon

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1 Vernon Place DNA Prepared By: Destination Think! & Tourism Vernon

2 Shannon William

3 The Experience Economy Transformations Guide Experiences Stage Services Deliver Goods Make Commodities Extract Source: B. Joseph Pine II & James Gilmore The Experience Economy ( )

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6 A destination is the stage

7 The visitor is the lead character

8 Products are scenes in the story

9 Locals are the supporting cast

10 Experiences are the plot of the story

11 The story is told through word-of-mouth (in social media)

13 The Question What makes Vernon, Vernon?

14 What is Place DNA? The real identity of your destination (the truth) The spice that flavours all experiences The type of stories it generates

15 Place DNA elements Place DNA Environment: The impact of all living species, climate, weather, and natural resources on a place Infrastructure The impact of physical structures and facilities built by humans on a place Society The impact of people s values, history, norms and behaviours on a place

16 Inputs Observation Survey Research Place DNA Workshop

17 Survey

18 What makes Vernon, Vernon?

19 What makes Vernon, Vernon?

20 Vernon Attributes

21 What would Canada miss?

22 An example of a great community to live in especially for retirees and young people. It has the mountains, lakes and sports opportunities and great weather in the summer months and is a destination holiday spot. 10 year+ Resident, 65+ Silver Star, Sovereign Lake & Kalamalka Lake 10 year +Resident, If Vernon didn't exist Canada would miss the natural beauty and the small town charm year Resident, The agricultural products of our valley. A small town in a beautiful setting that hasn't yet been destroyed too badly to be set back on the right course year Resident, A smaller more relaxed city to visit in the Okanagan besides Kelowna. 10 year+ Resident, Hidden gem of past history moving forward to more enjoyment of our lakes, mountains, and multiculturalism. 10 year+ Resident, Very important history such as O'Keefe ranch, The Mackie house, Coldstream Ranch etc.. 10 year+ Resident, Fiercely protective of their small town yet full of progressive ideas. 1-3 Year Resident, 56-55

23 How does it feel?

24 Absolutely wonderful! I can't believe we are so lucky to have chosen this beautiful valley to enjoy our retirement! 5-10 year Resident, 65+ Feels like being stuck in a moment in the past. The attitudes of most people are quite conservative and opposed to change or doing things differently. 1-5 year +Resident, Comfortable. I enjoy having everything I need from shopping to entertainment to recreation within a 10 minute drive. I'm scared to walk downtown - at any time of the day. The parks are overrun with homeless and/or drug addicts. 10 year+ Resident, year Resident, Isolating. You don't know your neighbours and the schools are very clicky. Hard to make friends. It feels like living in an understated paradise. Vernon is well-suited for people that like to make their own adventures. 1-3 Year Resident, year Resident, Like living in a vacation area close to all amenities and not the big bustle of a city. As a young adult, it can be a little boring but more activities are arising. 10 year+ Resident, Year Resident, 18-25

25 How is Vernon changing?

26 Vernon isn't changing. It's stagnant. It's still functioning as a small town with small town attitudes. 1-3 year Resident, Vernon is on the cusp of turning into a city...the local grew up here crowd are not impressed with newcomers. More crime. More traffic congestion. More homeless people as there are no jobs. 10 year+ Resident, year Resident, Rising prices are making things difficult for all age groups to have the opportunities now that used to be more easily attained. The growth is at a steady pace and not out of control which is good to see. 10+ year Resident, Please do not let it become another Kelowna. We love the mixed urban / rural aspect of Vernon. Old pot holes get fixed and new ones pop up! 5-15 year Resident, Year Resident, Many people are moving to Vernon from Vancouver where it's currently unaffordable to buy a home. Less than 1 Year Resident, Not fast enough. Finally allowing development and growth. Far too conservative for far too long. 1-3 Year Resident, 56-65

27 Research & Observations Vernon s history is part of its identity

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33 Workshop Key Insights

34 What shapes Vernon? Workshop Scenery History No Vernon, maybe no Okanagan. Four seasons climate Demographics families and retirees

35 How does Vernon look? Workshop Beautiful surroundings Lakes, mountains, nature Dated Some aspects are stuck in the 90s.

36 Who is Vernon? Workshop Modest and unpretentious We re not Hollywood level. We re not a celebrity town. We re not a fancy car community. Friendly and active We re a Black Lab. We re a Golden Retriever. People are focused on doing the activities opposed to showing off their gear.

37 How does Vernon feel? Workshop Vernon is a bit sleepy but that s by choice It doesn t want to become a big/fast city. Vernon embraces its sleepiness, it s part of its charm. If you want it, you can find it, it s just not always visible. High energy during the day, sleepy at night.

38 How s Vernon changing? Workshop Slowly, because we don t want to lose our identity We have potential but we re conservative by nature. There are a lot of old beliefs and restrictions. Things take time. At first, people resisted the Rail to Trail, but now it s unanimously supported. Vernon is transforming and is starting to deal with city problems increased homeless population Every city has the same problem; we re addressing it a lot faster than others. demand on infrastructure

39 Vernon s DNA attributes

40 Vernon DNA Attributes Wellness

41 Life in Vernon is comfortable, and that s the way we like it. Spring, summer, fall or winter, we stay active by exploring the beauty of our natural surroundings. We are a growing city and enjoy the amenities. However, we are committed to maintaining our small town charm and connection with our pioneering history.

42 What makes Vernon unique?

43 1 Lakes and Mountains

44 2 Four Seasons

45 3 City Amenities, Small Town Charm

46 4 Historic Connections

47 What makes Vernon unique? Four seasons Historic Connection Vernon City Amenities Small Town Charm Lakes and Mountains

48 DNA Hierarchy DNA Significance

49 Telling our shared story

50 Our Stage, Play Your Part Accessible Historic Dated Relaxed Modest Not Kelowna Shy Slow Paced Rural City amenities Shy Modest Growing Pains Sleepy Wellness Changing Traditional Slow Paced Trails Sleepy Cold Three Lakes Unpretentious Four Seasons Friendly Comfortable Beautiful Snow Sun Mountains Life in Vernon is comfortable, and that s the way we like it. Spring, summer, fall or winter, we stay active by exploring the beauty of our natural surroundings. We are a growing city and enjoy the amenities. However, we are committed to maintaining our small town charm and connection with our pioneering history. Charming Small Town Farms Orchards Hot Active Lifestyle Vernon DNA Vernon DNA

51 Find and connect with your own backstory

52 Connect with Vernon s Place DNA Vernon DNA Operator Backstory

53 Nashville

Accessible Dated Wellness City amenities Modest Shy Not Kelowna Slow Paced Rural Shy Modest Growing Pains Sleepy Relaxed Comfortable Small Town Friendly Slow Paced Changing

54 Accessible Dated Wellness City amenities Modest Shy Not Kelowna Slow Paced Rural Shy Modest Growing Pains Sleepy Relaxed Comfortable Small Town Friendly Slow Paced Changing Historic Cold Trails Traditional Sleepy Three Lakes Beautiful Four Seasons Sun Mountains Unpretentious Charming Farms Snow Hot Orchards Active Lifestyle Vernon DNA Davidson Orchard

Accessible Dated Historic City amenities Modest Shy Slow Paced Rural Relaxed Not Kelowna Shy Modest Comfortable Growing Pains Sleepy Friendly Slow Paced Changing Cold Sleepy

55 Accessible Dated Historic City amenities Modest Shy Slow Paced Rural Relaxed Not Kelowna Shy Modest Comfortable Growing Pains Sleepy Friendly Slow Paced Changing Cold Sleepy Small Town Trails Three Lakes Charming Snow Hot Sun Beautiful Traditional Active Lifestyle Farms Four Seasons Mountains Wellness Unpretentious Orchards Vernon DNA Predator Ridge

56 DNA Hierarchy DNA Significance

57 Next Steps We all move from Vanilla to Vernon

58 Thank You William Bakker Shannon Landreth

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