5th Annual Community Forum, TOTA Summit Oct 28, 2015

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2 5th Annual Community Forum, TOTA Summit Oct 28, 2015

3 Simone Carlysle-Smith, Industry & Community Development Specialist, TOTA 6

4 Welcome 4 th Annual Community Forum Penticton Dec rd Annual Community Forum Shuswap March nd Annual Community Forum Sun Peaks, 2012

5 Community Forum Session Community Development Update The Way Forward Annual report and highlights of key projects What s Next Key partnerships and resources Annual Photo Destination BC Peter Harrison, Kim Hood New program information Q/A

6 Click to edit Master title style Quick Facts Thompson Okanagan Region

Quick Facts 71,600 km² / 27,644 mi² (Approximately the size of Ireland) Over 90 communities and hamlets 10 City s Armstrong, Enderby, Grand Forks, Greenwood, Kamloops, Kelowna, Merritt, Penticton,

7 Quick Facts 71,600 km² / 27,644 mi² (Approximately the size of Ireland) Over 90 communities and hamlets 10 City s Armstrong, Enderby, Grand Forks, Greenwood, Kamloops, Kelowna, Merritt, Penticton, Salmon Arm, Vernon 9 District s Barriere, Clearwater, Coldstream, Lake Country, Logan Lake, Peachland, Sicamous, Summerland, West Kelowna 1 Township Spallumcheen 3 Towns Oliver, Osoyoos, Princeton

8 Quick Facts 7 Regional Districts Central Okanagan, Columbia Shuswap, Fraser Fort-George (Valemount), Kootenay Boundary, North Okanagan, Okanagan-Similkameen 7 Villages Ashcroft, Cache Creek, Chase, Keremeos, Lumby, Midway, Valemount 1 Mountain Resort Municipality Sun Peaks Collecting Tourism Tax Clearwater, Kamloops, Kelowna, Lower North Thompson, (Barriere), Osoyoos*, Penticton*, Sun Peaks**, Valemount*, Vernon (*Resort Community, ** Mtn Resort)

9 Tourism System

10 BC s DMO Framework Destination Canada Destination BC Regional Tourism Organizations (Thompson Okanagan Region) Community or Sub-regional Tourism Organizations

11 Regional Representative Destination British Columbia regional representative for the Thompson Okanagan region. Communities are encouraged to access a broad range of resources, tactical opportunities, funding and expertise through both the region and Destination BC directly. In addition to DBC activities TOTA has programs and services to support communities and industry.

12 Click to edit Master title style What Guides Us

13 What Guides Us Alignment Destination Canada Explorer Quotient program Info online Destination BC New Corporate Strategy New Brand New Programs

Industry Standards International Accreditation by Destination Marketing Association International Operations Management (DMAP) Project

14 Industry Standards International Accreditation by Destination Marketing Association International Operations Management (DMAP) Project Management Institute Best Practices TOTA approved to use DMAP standards to develop best practice framework for resources targeted to smaller communities

15 What Guides Us Alignment Thompson Okanagan Regional Strategy

16 Our Vision for Growth The Thompson Okanagan will be a highly successful yearround destination, with a strong and attractive image that is clearly differentiated from that of its competitors. The region will be well known for the authenticity and quality of its tourism offers, and cultural and environmental richness and the diversity of the areas within it. The industry will be recognized for its commitment to work together to strengthen tourism for the benefit of all.

17 Regional Strategy Embracing our Potential key focus 1. Maximizing the value of tourism to the regional economy 2. Substantially increasing the length of the visitor season 3. Maximizing the spread of benefits of tourism around the region Cooperative approach to achieve 3% growth in revenue per year, focus off-peak season Five core experience based themes underlie the strategy 1. Identifying the iconic 2. Enriching local flavours 3. Revealing the story 4. Expanding personal horizons 5. Building authenticity

18 Industry and Community Development Align communities with Destination BC and TOTA initiatives Community Tourism Foundations (tourism planning) final year Community Tourism Opportunities (cooperative funding) final year Tourism Business Essentials (professional development) continues Key TOTA Initiatives Regional Strategy integration DMAP Accreditation standard/resources in development scaled to community DMO level with regional strategy integration + Project Management Institute Resource (Information Resource, Inventory, Community Profiles, USPs, Communication hub, Image bank, DAMS) SILGA Conference Sponsor Research, destination planning, marketing services (Symphony Tourism Services)

19 Working with Communities On-the-road Average 30+ meetings per year meeting over 250+ stakeholders

20 Northern BC: Haida Gwaii (5) Smithers Terrace Prince George McBride Mackenzie Dawson Creek/Pouce Coupe (2) Vanderhoof Burns Lake Tumbler Ridge Fort St. John District of Taylor Prince Rupert Stewart Hazeltons (2) Chetwynd Kitimat Hudson s Hope Fort St. James Robson Valley (2) Tumbler Ridge Alaska Hwy Corridor Cariboo Chilcotin Coast: Bella Coola West Chilcotin (3) Williams Lake (6) Xeni Gwet in Quesnel/Wells/Barkerville (3) Lillooet Clinton 100 Mile House South Cariboo Bridge River Valley (2) Vancouver Island: North Island (4) Tofino/Ucluelet (2) Sooke/Port Renfrew (2) Alberni Valley Ladysmith Quadra Island Nootka Sound (3) Duncan Salt Spring Island Parksville/Qualicum Beach (2) Comox Valley (3) Cowichan Valley Campbell River Denman & Hornby Islands Oak Bay Cortes Island Southern Gulf Islands (Saturna, Mayne, Pender & Galiano Islands) Community Tourism Foundations 100+ programs delivered, involving 170+communities Vancouver, Coast & Mountains: Bowen Island Sunshine Coast (3) Squamish Harrison Hot Springs/Kent (2) Hope and the Fraser Canyon (6) Maple Ridge/Pitt Meadows (2) New Westminster North Shore/West Vancouver (2) White Rock Langley (2) Mission Coquitlam Sts ailes Delta Thompson Okanagan: Barriere/Lower North Thompson (2) Logan Lake Ashcroft/Cache Creek (2) Merritt/Nicola Valley Vernon Penticton Osoyoos Oliver Lake Country Clearwater Shuswap (6) Boundary Country (5) West Kelowna Summerland Peachland Naramata Similkameen Valley (3) Gold Country Enderby Armstrong Regional District Okanagan Similkameen Lumby 100% coverage Kootenay Rockies: Golden Revelstoke Columbia Valley (3) Cranbrook Kimberley Fernie Rossland Nelson Kaslo Castlegar Nakusp Trail (3) Creston Elkford Slocan Valley (3) West Kootenay Tourism Alliance Castlegar

Community Tourism Opportunities FY 2015/16 Participants 100% Coverage Armstrong, Barriere, Big White, Blue River, Boundary, Clearwater/Wells Gray, Gold Country, Enderby, Lake

21 Community Tourism Opportunities FY 2015/16 Participants 100% Coverage Armstrong, Barriere, Big White, Blue River, Boundary, Clearwater/Wells Gray, Gold Country, Enderby, Lake Country, Lumby, Naramata, North Thompson Valley, Okanagan Falls, Oliver, Osoyoos, Peachland, Penticton, Similkameen Valley, Shuswap, Summerland, Sun Peaks, Valemount, Vernon, West Kelowna

22 Tourism Business Essentials Online Reputation Management: Valemount

23 Click to edit Master title style Regional Strategy Alignment

Community Alignment Tourism Plans (CTF) Tourism Marketing Funding (CTO) EQ program Re-positioning workshops Inventory, data sharing Simpleview Images and DAMS EQ Supplier Program work with TOTA

24 Community Alignment Tourism Plans (CTF) Tourism Marketing Funding (CTO) EQ program Re-positioning workshops Inventory, data sharing Simpleview Images and DAMS EQ Supplier Program work with TOTA (writer/designers/photographers, digital strategy) Branding, websites, guides, maps Resource Development to support communities using international standards integrated with regional strategy context

25 Route97.net Electric Car Charging Stations Route 97 decals on charging stations Development of themed itineraries Promoted on Route 97.net

26 Click to edit Master title style Marketing and Development Opportunities working with TOTA

27 Marketing Opportunities Caravan - Consumer Events March Seattle March Vancouver July/TBA- Calgary Our Story Regional Lure Piece Utilized for Travel Trade and Travel Media Spring 2016

28 Remarkable Experiences Program with Destination BC Remarkable Experiences is a new program being launched by DBC through the RDMO s in 3 Regions. Working with Stakeholders in a cluster this pilot project commenced in the summer and will run until late next spring Components include: research; analysis of stakeholder experience offered; evaluation of online and social media presence, group workshops and one on one training sessions. Following the pilot and based on learning's the Remarkable Experiences program it will be made available to all interested stakeholders for a fee.

29 Wonder of Winter Working with the Ski Alliance for 2015/16 Winter Inventory On and Off Mountain Winter Inventory Winter product inventory to be inventoried winter 2015/16 Data for SV Build Marketing plan proposal for winter 2016/17 based on off mountain product

30 Rail Trails Strategy Rail Trails Strategy Consider tourism opportunities on international scale Consulting team: Lionsgate Steve Nicol, Jennifer Houiellebecq, Roger Handling

Global Geopark Initiative Wells Gray North Thompson and Robson Valley Global Geopark Project Feasibility Study completed The proposed area captures some of the most spectacular of all the geological

31 Global Geopark Initiative Wells Gray North Thompson and Robson Valley Global Geopark Project Feasibility Study completed The proposed area captures some of the most spectacular of all the geological events that gave rise to the North American continent Shows that designation could result in an increase in visitor spending throughout the corridor - $1.4m to $2.8m (conservative estimates) Identified the steps involved in moving forward and the implications of this collaborative project The designation is likely to generate international prestige and the ability to create a strong corridor brand The report is in the process of coming before Municipal and Band Councils commencing with the District of Clearwater Photo credit: Tourism Wells Gray

32 Click to edit Master title style TOTA Case Study Pilot Project Similkameen Valley - now in year 4

33 Case Study pilot project Similkameen Valley Projects continue: Guides, maps, social media, Piloted Google My Business workshop New this year, social media hub integrated into website Spring 2016 re-launch

INTEGRATE SOCIAL STORIES INTO THE WEBSITE Import social content and selected user-generated content to inject powerful stories - at the point of transaction.

34 INTEGRATE SOCIAL STORIES INTO THE WEBSITE Import social content and selected user-generated content to inject powerful stories - at the point of transaction. Provide relevant, real-time consumer experiences and leverage content on Facebook, Instagram, Youtube, Twitter to tell the brand story. Keep customers on the Website longer, visiting more pages, sharing more content and increasing Social referrals back to the website. Powered by:

35 Click to edit Master title style

37 North Thompson.ca

38 PRIZM RESEARCH TOOL

39 Research

40 Research Overview Providing Market Research to Businesses and Communities through: EQ Types, Geography, Customer data (i.e. Postal Codes), interests (RV, Golf, Culture, Recreation, Culinary, etc. Report Series that breaks down: Demographics, Psychographics and Media Usage habits/behaviours Level of detail now includes the Postal Code Level Customer data map overlays

41 Research Program 68 Clusters Demographics, Attitudes & a range of Lifestyle Characteristics using multiple data sources Six Digit Postal Code Zip+4 9 Segments Travel Specific Characteristics & Behaviours

Mapping EQ types to a geography Rejuvenators in Surrey, BC Target Overview & Locating the Target

children Low diversity, with a high proportion of Chinese and South Asians, many speaking Mandarin Mixed

42 Mapping EQ types to a geography Rejuvenators in Surrey, BC Target Overview & Locating the Target Audience Households Market RJ Market % of Market Surrey, BC 6, , Rejuvenators in Surrey, BC Overview Larger, middle-aged and older families with teenaged and adult children Low diversity, with a high proportion of Chinese and South Asians, many speaking Mandarin Mixed education levels & a range of blueand white-collar jobs; below average incomes Moderate - Heavy media users for all forms, with the exception of internet (Light - Moderate) May be preferable to reach audience through direct mail, television or radio

43 Click to edit Master title style Resources 1. Destination Canada EQ Program 2. Destination BC EQ Registration 3. TOTA Resources 4. Licensed Variables Available

44 Destination Canada Resources 1. Destination Canada: Resources / EQ for public facing documents 2. The Explorer Quotient Asset Development Guide 3. Writer s Guide 4. EQ Profiles 44

45 Destination BC Resources Register with Destination BC to access the additional EQ profiles Quotient.aspx 45

46 TOTA Resources Supply Team EQ websites developed by the TOTA EQ Supply Team Similkameen Valley EQ Quiz for SV North Thompson Valley EQ Quiz for NTV Enderby, BC Barriere, BC 46

47 Licensed Variables Available Databases Licensed: 1. Opticks Numeris 2015 (3,453 Variables) 2. Opticks AskingCanadians Social 2015 (752 Variables) 3. Additional custom reporting available by variables (fee based) 47 Access via Google Drive

48 Click to edit Master title style TOTA News Centre

49 TOTA News - Add your content

50 New Partnerships Black Press New partnership sub-regional guides in Black Press Markets

51 New Partnerships Mobilize Labour Programs and Resources Benjamin Guth

52 New Partnerships Thompson Okanagan Reservations

53 Opportunities Thompson Okanagan Reservations Incorporate reservations platform on subregional websites (community as well) Track postal codes for PRIZM5 profiles Refine marketing to attract additional markets Close the sale

54 Google My Business Workshops, 1:1 Business Support, Imagery

55 Contact Us Contact: Simone Carlysle-Smith Industry and Community Specialist Phone: ext

56 Click to edit Master title style

% Chg Due to Market Light Industry Region

% Chg Due to Market Light Industry Region Region Vancouver Island 01 Capital 213 City of Colwood 15.11% 5.96% 3.73% Vancouver Island 01 Capital 234 City of Victoria 16.35% 9.10% 11.52% Vancouver Island 01 Capital 302 District of Central Saanich