THE CORPORATION OF THE CITY OF VERNON TOURISM ADVISORY COMMITTEE MEETING. WEDNESDAY, SEPTEMBER 21, 2016 OKANAGAN LAKE ROOM 8:00 a.m.

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1 THE CORPORATION OF THE CITY OF VERNON TOURISM ADVISORY COMMITTEE MEETING 1. ADOPTION OF AGENDA 2. ADOPTION OF MINUTES WEDNESDAY, SEPTEMBER 21, 2016 OKANAGAN LAKE ROOM 8:00 a.m. a) July 20, 2016 (attached) 3. UNFINISHED BUSINESS A G E N D A a) Accommodators Survey Participation what are other communities doing? b) Amphitheatre follow-up great idea location? c) 3% Application process update 4. NEW BUSINESS: a) Presentation by North Okanagan Cycling Society Matt Ball b) #ExploreVernon Report Horizon ad and New York Time Billboard I will send you report on Friday/Monday Global TV Commercial c) Launch of Vernon Fall Festival Campaign Radio commercials - Vernon Tasting Trail Brochure d) Winter Campaign Brief & Budget Concept - 25 days to book 25% off BAR for January and February with blackouts and featuring ski, Hometown Hockey and Vernon Winter Carnival e) Google Street View Project Film on Friday, September 16 th From visitor entering VVIC then popping out to key tourism attractions f) Travel Media Association of Canada Conference Review g) 2017 Exit Survey Project Net Promoter Score h) Park(ing) Tourism Vernon September 16 i) Games Booth September 20 & 21 j) Biking Workshop with Stakeholders November 5. INFORMATION ITEMS: a) Accommodation Tracking (attached) b) Visitor Info Centre Statistics (attached) c) Municipal Reg. District Tax Update

2 Tourism Advisory Committee Agenda Page September 21, 2016 d) Media: Tracking Hosting i. Nathan Fong Family story August ii. Facing Waves August 31 September 5 iii. Jennifer Foden Fodor s Travel Guide September 2 & 3 iv. Anita Draycott Sept 7 10 v. Derrick Knowles Sept 15 & 16 vi. Mari Campos Brazilian Media Destination Canada September vii. Allan Cox US media September Sparkling Hill viii. Girls on the Go October 2 5 Articles: i. BC Wine Trails ii. Alberta RV & Resort iii. Fall 2016 Okanagan Woman BX Press Cidery and Davison Orchards iv. Montecristo Magazine v. September WestJet Marvellous Matcha vi. Summer 2016 YLW Connection Craft Beer in Wine Country vii. September 2016 Okanagan Life Wedding Venues viii. Sunset Magazine Fall Wildcraft Forest e) Travel Trade: Tauck Tours - Valerie Dulin and Sandy Reid from DBC FAM at the Historic O Keefe Ranch August 9 DBC FAM - Sarah Holmes-Siedle & Sabrina Robinson September 18 & 19 DBC RTO Asian and North American Fall Foliage FAM 14 RTOs September 29 Canada s West Marketplace November f) Conferences/Hosting: Destination BC Board of Directors BBQ September 14 Okanagan Food & Wine Writers Workshop September 29 October 2 October 5 11 Media dinners in Spokane, Seattle & Vancouver DBC Visitor Network Services Meeting November 2 & 3 TOTA Summit November 23 & 24 Biking Workshop November TBD 6. NEXT MEETING: The next meeting of the Tourism Advisory Committee is tentatively scheduled for Wednesday, October 19, ADJOURNMENT

3 THE CORPORATION OF THE CITY OF VERNON MINUTES OF TOURISM ADVISORY COMMITTEE MEETING HELD WEDNESDAY, JULY 20, 2016 OKANAGAN LAKE ROOM PRESENT: VOTING: Dan Rogers, Greater Vernon Chamber of Commerce, Vice-Chair David Gibbs, Prestige Inn & Suites Matthew Ball, North Okanagan Cycling Society Claus Larsen, RPB Hotels & Resorts (Vernon Atrium), Chair Raj Sood, Super 8 Vernon Aaron Deans, Allan Brooks Nature Centre NON VOTING: Councillor Nahal ABSENT: GUEST: STAFF: Gerry Skura, Community at Large Kevin O Brien, Kalavida Surf Shop Lara Konkin, Downtown Vernon Association Tanis Black, Silver Star Mountain Resort Ingrid Dilschneider, Predator Ridge Resort Ishan Sood, Super 8 Vernon Ange Chew, Manager, Tourism Services/Staff Liaison Kevin Poole, Manager, Economic Development & Tourism Janice Nicol, Legislative Committee Clerk ORDER ADOPTION OF AGENDA The Chair called the meeting to order at 8:14 a.m. Moved by Matt Ball, seconded by Aaron Deans: THAT the agenda for Wednesday, July 20, 2016 Tourism Advisory Committee meeting be adopted. CARRIED. ADOPTION OF MINUTES Moved by Aaron Deans, seconded by David Gibbs: THAT the minutes of the Tourism Advisory Committee meeting held Wednesday, June 15, 2016 be adopted. 1

4 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, 2016 CARRIED. UNFINISHED BUSINESS: TOURISM STRATEGY The Tourism Vernon Business Strategic Plan was adopted at the June 27, 2016 along with a resolution to proceed with implementation of a 3% Municipal Regional District Tax (MRDT). Additional funds were also allocated from the Hotel Tax Reserves for a contractor position to assist with the delivery of Tourism Services. The implementation of the 3% can now begin. The Manager, Tourism is liaising with Destination BC. Next step would be to consult accommodators. Any assistance with this task would be appreciated from the Tourism Advisory Committee. WRAP REPORT ACCOMMODATORS SURVEY PARTICIPATION The Manager, Tourism Services provided a conference and event report for 2015 (attached to the agenda) for the Committee s review. There is an ongoing problem with having all accommodators participate in the completion of monthly surveys. The following points were noted: To date, there has been difficulty getting more than five hoteliers to participate; and Continued efforts are being made, it is hoped that more will start submitting survey as it is very important for determining where MRDT is best spent. GOOGLE STREET VIEW PROGRAM PROJECT FOR VISITOR INNOVATION FUNDING This is a joint project with the Thompson Okanagan Tourism Association and has a tentative July start date. The idea is to travel from the Visitor s Centre to key participating stakeholders. $6,500 is available for an online application, this item is in progress. More information to follow at a future meeting. INDUSTRY FAM MAY 15 AND 16 The Manager, Tourism Services confirmed this event took place on May 16 and 17, was very successful. Staff have information regarding this event be extended to front line staff as well. #EXPLORE VERNON CAMPAIGN Some of the #Explore Vernon Campaign components include: A micro-site Social media on Facebook and Instagram Promotional materials coasters and tent cards 2

5 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, ,556 images New hashtag growth Many registered participants Good engagement from restaurants. Sun Country Cycle has received requests for week long and month long bike rentals. There is need for a better distribution system next year for the tent cards and coasters as many businesses ran out. NEW BUSINESS: TOURISM BOOTH GAMES There will be a tourism booth in Coquitlam advertising the 55+ Games that includes pre and post games offers. Staff allocations are being assessed and a fact sheet is being created. TMAC CONFERENCE SUMMARY The Manager, Tourism had 21 appointments scheduled and hosted a media dinner in Toronto on the way back. Family stories for the Vancouver Sun and Calgary Herald will be coming out as a result. TOURISM WEEK SUMMARY Mayor Mund attended the Visitor Information Centre on May 30 th as part of the Hon. Shirley Bond s provincial initiative to promote National Tourism Week and ambassadorship. The Committee reviewed the social media stats and the following points were noted: The event showcased local products (strawberries, Roger s Flour, etc.) There was daily prizes for visitors Social media was used, Min. Bond engaged in two of our posts There was a joint press release across B.C. promoting National Tourism Week. BC DESTINATION MARKETING ORGANIZATIONS ASSOCIATION The Committee reviewed a link to Tourism Vancouver Island and the impact it has on Economic Development. The following subjects were reviewed: Who is going for 3% MRDT reporting issues discussion about the fluctuations of MRDT numbers Sport & Event Tourism Funding with 20% of additional 1% for DBC - Sharing Economies Impact for Seasonal Workers AirBnB Relevance of DMOs - 3

6 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, 2016 TOURISM INDUSTRY ASSOCIATION OF BC AGM & SUMMIT The Tourism Industry Association Annual General Meeting & Summit occurred on May 24 to 25 at Sun Peaks. The followings points were discussed: Alignment with Provincial and National Tourism Strategies Sector Challenges Funding model for Destination Canada, Destination B.C. and destination marketing organizations continues, other sources of funding to grow programs are being sought budget is less nationally than some cities in the U.S. Access Land Use and tenure Funding for tourism partners to grow and create remarkable experiences - Sharing Economy AirBnB and Uber paying into hotel tax MEETING WITH DESTINATION BC s KIM HOOD POWER OF ABORIGINAL TOURISM The Manager, Tourism Services met with Destination B.C. s (DBC) Kim Hood. The following topics were discussed: 20% of additional 1% of MRDT qualification Access to DBC Digital Assets Management system Unified buying power for marketing programs ie media buys Funding for creating remarkable experiences who leads this for our tourism partners? What are the qualifications for arts and culture Clarification on DBC Sport and Event Funding requirements Access to the DBC Digital Asset Management System for Tourism Vernon use How to leverage Open Funding program clarification about difference for sector versus general touring applications Leveraging DBC s media and travel trade opportunities in the Okanagan for Vernon. MRDT renewal process is challenging Travel trade issues and scope of travel trade Costs of hotel are higher in Kelowna so tour buses are coming to Vernon Manager, Tourism Services had discussions with Paula Amos to see what can be done on their part to create an aboriginal tourism experience in Vernon. The following topics were discussed: Linking Canada 150 with ABN? Carcross First Nation in the Yukon has a great aboriginal tourism sector aboriginal community and youth engaged in mountain biking 4

7 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, 2016 Empowering the aboriginal youth is key to success of program Draw for other tourist opportunities Connections are currently being worked on Would be great to have assistant from Tourism Advisory Committee Helpful to set up meeting with OKIB and show Carcross video Endorsement from elders is key, importance of land stewardship STAKEHOLDERS NICHE WORKSHOP VERNON INDUSTRY FAM ARMSTRONG INDUSTRY FAM CANADA S WEST MARKETPLACE LABOUR SHORTAGES Follow up on #ExploreVernon Campaign Vernon does not have one singular thing that would entice passionate tourists to date. The Committee reviewed a report on the Vernon Industry FAM. Armstrong biggest new product is the Quilt Trail Canada s West Marketplace occurs to November 13 to 17 th in Jasper. Manager, Tourism Services attending as a guest of a partner that is invited and seeing where Vernon needs to be for products. The seasonal tourism labour shortages were discussed. The following points were noted: Suggestion of a seasonal tourism visa like in agriculture to deal with foreign workers policy People with disabilities are 20% of the population that are currently under-employed with 1/3 of population ready to work There are 1.2 million baby boomers in BC. Anyone with employment opportunities and interest, please contact Cindy Master at TRANSPORTATION FOR INTERNATIONAL VISITORS HON. SHIRLEY BOND ANNOUNCEMENT Access/Transportation for international visitors was discussed. Hon. Shirley Bond is holding a press conference to proclaim National Tourism Week and BC Camping & RVing week. SHARING COMMUNITY FILM INDUCED TOURISM Important to with Uber and Airbnb to make sure we are an even playing field. Tourism Richmond is a good example as they sold $150,000 worth of movie product. 5

8 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, 2016 It was noted the Far West Building is to be converted into a film studio. SECTOR CHALLENGES AND OPPORTUNTIES TOURISM CRISIS MANAGEMENT TRANS BC ENDURO Sector challenges and opportunities were discussed including land use and taxation. The Committee discussed how Tofino was able to deal with crisis. Matt Ball advised that the Trans BC Enduro Mountain Bike event came through the Okanagan July 4 9. Participants are not staying in Vernon and there was concern as to why not. Logistics didn t work at this time for participant stay and a follow-up will be done. INFORMATION ITEMS: LUXURY TRAVEL GUIDE Vernon has been nominated by Travel Guide and a travel trade FAM is scheduled with 11 operators attending PRIDE OF SUPER 8 The Committee recognized Raj Sood of the Super 8 for achieving this designation for his hotel. Great work Raj! ACCOMMODATION TRACKING VISITOR INFO CENTRE STATISTICS The accommodation tracking statistics were reviewed by the Committee. Participation is still an issue. The VIC statistics were reviewed by the committee. The spreadsheet provided in the agenda package details how many visitors attended the Visitor s Centre, per month. MUNICIPAL & REGIONAL DISTRICT TAX (MRDT) UPDATE The Committee reviewed the statistics attached to the agenda for the Municipal & Regional District Tax. Visitor survey is planned for next year. It was suggested that a reach out need to be done as an Amphitheatre follow-up, the concept is great, need to find another location. MEDIA The Committee reviewed various media information including events, hosting opportunities and articles. The following conference are coming up: 6

9 TOURISM ADVISORY COMMITTEE MINUTES JULY 20, 2016 Destination BC Visitor Network Services Meeting November 2 & 3 Canada s West Marketplace November DATE AND TIME OF NEXT MEETING The next meeting of the Tourism Advisory Committee is scheduled for Wednesday, September 21, 2016 at 8:00 a.m. in the Okanagan Lake Room. ADJOURNEMENT The Tourism Advisory Committee meeting adjourned at 9:31 a.m. CERTIFIED CORRECT: Chair 7

10 Visitor Services Network Statistics Program Year Over Year Report 2016 VERNON Start Date: End Date: Parties Per Hour January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL % change % 20.2% -22.7% -1.1% -33.8% -14.7% -3.7% -14.3% 5.5% -4.4% % 0.6% % % % % 4.9% Total Hours January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL , % change % 0.0% 4.5% 1.6% 0.0% -8.6% 0.0% -2.9% 0.0% 0.0% % -26.8% % % % % -30.5% , Total Parties January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL ,367 2,790 1,928 1, , ,328 % change % 20.1% -19.1% 0.4% -33.9% -22.1% -3.7% -16.8% 5.5% -4.4% % -26.3% % % % % -27.2% ,213 1,419 3,355 1,827 2,001 1,384 5, ,062 Total Parties-Event/Roaming January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL % change % 21.3% 122.4% -6.5% 60.0% % % -14.6% Total Visitors January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL , ,536 2,220 4,493 3,672 3, , ,957 % change % 31.9% -25.4% -2.8% -32.6% -22.7% -8.1% -18.2% 2.4% -8.5% % -27.4% % % % % -28.2% ,034 1,093 1,986 2,416 5,495 3,585 4,139 2,553 10, ,233 18,039 Total Visitor-Event/Roaming January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL % change % 6.8% 148.7% 12.9% 88.6% % % -12.8% Total Buses January February March Q1 Total April May June Q2 Total July August September Q3 Total October November December Q4 Total TOTAL % change % % %

11 DATE RANGE: Aug 2016 PHONE CALLS AB MB BC ON SK USA UK Local Europe Other Total Toll Free Regular s Packages TOTAL 412 *Some calls may have more than one inquiry TOLL FREE INFORMATION VISITORS 2016 % Change over 2015 Requested Total Regular Source Total TF Total Parties % Phone Number Website Tour 13 Total Visitors % Event/Attraction 18 Website Other Relocation Silver Star Print Repeat Visits 5 9 ORGANIZATIONS ASSISTED Name of Group Assistance Provided Roads Other (Word of mouth) 1 Government Conference 60 Bags Services 4 Farmers Market Mobile attended Accommodation 12 Instameet Organized & hosted Report attached TOTAL 34 Total 28 Private Event 35 Bags REGULAR CALL LINE DBC Social Media Program Weekly Meetings & Updates Requested Phone Number Event/Attraction Total Regular 3 52 Source Website Tour Website Other Total 36 Mobiles Maintained Brochure & Map distribution Private citizen event Weekly Ongoing staff drop offs 80 Packages Relocation Silver Star Print Repeat Visits Private citizen event Social Media 85 Packages Content Development & Events Roads Other (Word of mouth) Services Stakeholder 5 Accommodation 26 TOTAL 86 TOTAL 79 WEBSITE VISITS Facebook Monday Tuesday WednesdayThursday Friday Saturday Sunday 0 Klout = Day Mon Tue Wed Thur Fri Sat Sun Totals

12 Tourism Vernon Twitter Activity Twitter Followers 3157 Increase of 69 WEBSITE TRAFFIC Organic % Referring Sites % Direct Traffic % Social 319 3% Total Visits MAIL OUTS SENT INQUIRIES Totals s Sent Relocation 2 All from the website Info Pkg 5 Accommodation Camping 49 Advert Pack Vernon Information Requests 129 TOTAL 7 Other 111 Tourism Business ect

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