TOURISM ADVISORY COMMITTEE MINUTES BRANTFORD VISITOR & TOURISM CENTRE, TIM HORTONS COMMUNITY ROOM Tuesday February 23, 2010, 11:30 a.m. to 2:00 p.m.

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1 TOURISM ADVISORY COMMITTEE MINUTES BRANTFORD VISITOR & TOURISM CENTRE, TIM HORTONS COMMUNITY ROOM Tuesday, 11:30 a.m. to 2:00 p.m. 1. ROLL CALL PRESENT: REGRETS: STAFF: Arthur Horney, Beverly Scott, Vic Prendergast, Carol Ann Wilson, Natalie Michalchuk, Kirby Brown, Jack Jackowetz, Keri Korfmann, Councillor John Bradford, Vincent Geerdinck, and Eydie Styres Mayor Mike Hancock, Wendy Prowse, Bill Harding, and John Frabotta Susan Sager, Donna Clements, and Kim Petitti 1.1 Chair s Comments Chair Arthur Horney called the meeting to order at 11:45 a.m. and welcomed Eydie Styres, the liaison for Six Nations. Eydie is taking over from the vacancy left by Alan Emarthle in the fall. Arthur then reported that at the recent Economic Developers Council of Ontario (EDCO) Conference the 2009 Marketing Awards were presented and the Grand River Country Marketing Alliance, that Tourism Brantford is a member of, were awarded top honours for the specialty brochure and website enhancements for the Trails Take Flight project. He also advised the members that the Corporate Planner and the Trails and Waterways Video projects both received Honourable Mention in this recognition program as well. He then noted the Brantford Cultural Advisory Committee (BCAC) has a vacancy for the liaison representative from the Tourism Advisory Committee (TAC) and asked if any appointed committee member would like to volunteer and serve in this role. Susan Sager advised that the committee usually meets on the second Wednesday of the month, at 3:00 p.m. at the Brantford Visitor & Tourism Centre. Arthur offered to serve in this capacity on the BCAC in the interim until a permanent representative from the TAC can be found. Councillor Bradford reported the Municipal Sport Bid & Hosting Policy was passed unanimously on February 22 nd by the Committee of the Whole - Community Development. He commended both Beverly Scott and Bill Harding on the presentation that they provided on behalf of the Task Force that was comprised of community stakeholders and staff who provided input to the development of the policy. Arthur thanked Beverly and Vic Prendergast for all of their assistance in helping to develop the Municipal Sport Bid and Hosting Policy. He also acknowledged the work of the tourism division staff and their commitment to ensuring that this inititave is moving forward.

2 Arthur then made a presentation to Beverly Scott in recognition of her leadership and commitment serving as the Chair of the Tourism Advisory Committee from DECLARATION OF CONFLICT No declaration of conflict of interest. 3. DELEGATIONS 4. MINUTES 4.1 Approval of the Tourism Advisory Committee minutes - January 26, 2010 Moved by: Carol Ann Wilson Seconded by: Natalie Michalchuk THAT the January 26, 2010 Tourism Advisory Committee minutes BE APPROVED. 5. ITEMS FOR CONSIDERATION 5.1 Regional Tourism Organization Susan Sager provided an overview of the new Regional Tourism Organization (RTO) model for the province and advised the members that this inititave was one of the recommendations in the Sorbara Report, Discovering Ontario: A Report on the Future of Tourism, Competitiveness Study, which was launched in February The report recommended the establishment of tourism regions to better coordinate tourism marketing and destination management across the province. On December 18, 2009 the announcement was made that there would be 13 different regions in Ontario and that Brantford would be included in RTO # 3 along with the City of Hamilton; the Region of Halton including the City of Burlington and the City of Oakville; the County of Brant; Six Nations of the Grand River Territory and the Mississaugas of the New Credit First Nations. She then noted that Tourism Brantford staff has been engaged in the process over the last several consecutive months and has taken a leadership role as a member of the RTO # 3 Working Team, along with Tourism Hamilton and Tourism Burlington. RTO # 3 has developed an Expression of Interest on how the organization would be managed both in the transition/short term and long term. This document will be filed with the Ministry of Culture and Tourism by the deadline date of March 1 st. The organization is proposing in its first year to establish a transitional Board of Directors/Task Force to 2

3 help guide the development of the organization; identify priorities; and the overall operational structure. The creation of the RTO would also enable: Each individual municipality and communities involved in the region to continue to perform the local responsibilities and services that are currently being implemented while partnering with the new RTO to enhance tourism and increase capacity. More provincial funding allocated on a regional basis to tourism for new and enhanced marketing campaigns, product development, and market research. Tourism Brantford to undertake new and enhanced levels of service and programming that have not yet been developed due to mandate, funding, and resource allocation/capacity. Vincent Geerdinck asked about the short and long-term goals and will the RTO look into participating in the Pan Am games in Susan replied the Transitional Board of Directors/Task Force will be formalizing the short and long-term goals over the course of 2010, as soon as the approval is provided for the Expression of Interest that will be submitted the end of this month. Hamilton and Burlington have already been working with the Pan Am Games organizing team and now with the advent of the new RTO organization there is greater opportunity for the surrounding jurisdictions, including Brantford, to participate in leveraging this major international sporting event. Councillor Bradford noted he is feeling positive about the region that Brantford has been placed in and working with this region will give Brantford a higher profile. Keri Korfmann asked about the $25 million in funding that will replace the existing Destination Marketing Fee (DMF). Susan responded that the collection of DMF would be permitted by the provincial government/ministry of Finance until July of this year when the HST becomes enabled. The province has made a commitment to distribute $ 25 million per year for the next two years to communities who have been collecting DMF over the course of the last few years. This is above the $ 40 million base funding that has been allocated to the new RTO structure. It is meant as a transition funding from the collection of DMF revenue to the proposed new Tourism Levy that will be applied to all roofed accommodations that targeted to be implemented in Susan noted that not all the details of the Regional Tourism Levy implementation have been disclosed at this time. Kirby Brown stated that it would be interesting to see how the proposed new Tourism Levy will be received by the industry. 3

4 Beverly Scott noted that cross regional partnerships like the Grand River Country Marketing Alliance will still continue to be supported and will be viewed by the RTO s as an added value to marketing programs. Vic Prendergast stated that at the Grand River Country Marketing Alliance meeting with the Deputy Minister of Ministry of Tourism - Michael Kurtz in January he clearly stated that the new RTO model needs to encourage these types of cross-regional programs. Arthur thanked Susan for bringing forward this update to the committee. Moved by: Kirby Brown Seconded by: Beverly Scott A) THAT the staff report dated regarding the provincial tourism strategy and the formation of thirteen new Regional Tourism Organizations (RTO s) BE APPROVED by the Tourism Advisory Committee. B) THAT a letter of support in principle BE PROVIDED by the Tourism Advisory Committee for inclusion in the Expression of Interest proposal call for Region 3, in which the City of Brantford is included, that is due to the Ministry of Culture & Tourism by March 1, C) THAT an information report BE PREPARED outlining the new regional approach to tourism in Ontario that will augment and enhance the current investment in tourism at the local level for the upcoming Committee of the Whole - Community Development meeting, March 22, Tourism Advisory Committee 2010 Action Plan CARRIED. Arthur Horney provided an overview of the 2010 TAC Action Plan. He highlighted that the committee will continue to support the Economic Development Strategy; the Downtown Master Plan; Waterfront Master Plan; Municipal Culture Plan; provide input to the War of 1812 Bicentennial Commemoration initiative; and provide leadership and support of the new RTO #3. Moved by: Carol Ann Wilson Seconded by: Vic Prendergast THAT the Tourism Advisory Committee s 2010 Action Plan as presented on BE APPROVED. CARRIED. 4

5 6. CONSENT ITEMS 6.1 Economic Development Strategy Update Vic Prendergast advised the members that there will be a joint meeting next week for the Economic Development Advisory Committee and Tourism Advisory Committee s to provide input on the draft report and answer any questions and concerns regarding the content. He then encouraged everyone to attend the meeting on March 4th at 12:00 noon at the Brantford Visitor & Tourism Centre. Councillor Bradford noted the Economic Development Strategy Steering Committee would be meeting on Feb. 25, 2010 to review the draft report. 6.2 Tourism Awards 2010 Update Donna Clements provided an overview of the 2010 Shining Stars Tourism Awards program. She advised the members that the Tourism Awards this spring would be offered as a separate event from the Regional Tourism Summit, which will be held in November. She noted that in the past, distribution of information regarding the call for entries has been on printed brochures and for this year s program, to gain some better efficiencies, the division will be relying primarily on communications and leveraging local media outlets to bring awareness of the program to the community. Some of the new features for the awards this year: A refreshed logo has been created Website has been updated and refreshed The award has been re-designed utilizing the creative talents of two local artists There are 7 business awards and 3 individual awards categories New awards this year are Economic Development Impact; Environmental Sustainability Award; and Best Downtown Hot Spot An RFQ was sent out to a number of local facilities in the fall to secure the venue/location The format this year will be a sit down dinner, out of respect to the Best Western, who for the past two years allowed the program to involve a variety of different local restaurants to be featured for the food component of the event There will be an After Party hosted by Kirby s Bar & Buffet The event will take place at the Best Western Brant Park Inn & Conference Centre on Thursday, May 6, 2010 from 5:30 p.m. to 9:30 p.m. She then noted that the target is to have 200 people in attendance. The call for entries opened up last week and the judging process will be set for April. The Peoples Choice Awards will be held in partnership with The Expositor and corporate sponsorship dollars help to offset the costs of the program along with ticket sales. 5

6 Susan Sager noted that the division is pleased to have the Six Nations/New Credit Marketing Collective back on board and participating in the event this year. Beverly Scott stated that it s great that we have new components to the awards program this year and in particular the Environmental Sustainability Award is great addition. Moved by: Natalie Michalchuk Seconded by: Beverly Scott THAT the Consent Items information reports BE RECEIVED. CARRIED. 7. SUB-COMMITTEE REPORTS 7.1 Tourism Advisory Committee - Communications Working Group Beverly Scott reported on the activities of the TAC Communications Working Group as the new 2010 Chair. She advised the members that the tourism website project is progressing, pending the involvement of the IT Department. She then noted she has been assisting the staff team in local public speaking engagements regarding the Corporate Planner/ Lets Meet Up program at the Rotary Sunrise Club, the Downtown Brantford BIA Board of Directors, and she has also done a general tourism awareness presentation at the Grand River Kiwanis Club. Beverly also noted that Melissa Stephens is coordinating Tourism Breakfast Networking Sessions on the third Thursday of the month at 7:30 a.m. to 8:45 a.m. at the Visitor & Tourism Centre and encouraged TAC members to attend and support this inititave. 7.2 Waterfront Master Plan Update Susan Sager noted that there would be more information regarding the Waterfront Master Plan available at the next TAC meeting in March. 7.3 Liaison Activity Updates Chair Arthur Horney advised the committee that he would be sending out an prior to each TAC meeting to have the liaisons provide an update by that would be printed and available at the meeting. In this way liaison members do not have to repeat what is outlined in minutes and can quickly highlight a few key points that have bearing on the role and functions of the Tourism Advisory Committee. Downtown Brantford BIA Keri Korfmann reported that date for the annual Downtown Cleanup Event is on April 21, 2010 in conjunction with Earth Week. There will be events planned with Parks & Recreation and the Downtown Brantford BIA. Chili-Fest was a great success this past 6

7 weekend and there were over 1,200 bowls of chili sold. Some of the events planned for the summer are the International Brantford Jazz Festival, the Telephone City Car Show and Buskerfest. She noted that the Downtown Market Analysis has been completed and a report will be provided in the next few weeks. Brantford Cultural Advisory Committee (BCAC) Susan Sager noted that there are two main priorities that the BCAC will be working on in 2010, firstly the Public Art Policy and the development of a protocol for implementation of the policy and secondly the creation of the Municipal Cultural Plan. Tournament Capital of Ontario (TCO) Vic Prendergast noted that there was a media event two weeks ago in Toronto regarding the Walter Gretzky Street Hockey Tournament in June. There were 93 teams in attendance last year and the goal is to have 200 teams compete this year. This year the Legacy Card will be running an outdoor concert in Lions Park and the Kevin Smith show will take place again at the Sanderson Centre that same evening. The Walter Gretzky Foundation will be leveraging additional sponsors for the event and this will in turn provide more opportunities to generate additional revenue for the Sport Legacy Fund. Brantford Day at the Blue Jays will be coordinated by the TCO and will be held in September this year. Keri Korfmann asked if the Sport Legacy Fund is the same as the Arnold Anderson Foundation, which donates funds to the less fortunate or lower income families. Vic Prendergast replied that the Sport Legacy Fund is a separate inititave and funds raised are held in a separate account. Councillor Bradford noted the use of the Sport Legacy Fund for projects must be approved by City Council before being implemented. Six Nations Eydie Styres gave an update and noted that she has been participating in the Regional Tourism Organization development and is also assisting with the 2010/11 Discovery Guide project in conjunction with Tourism Brantford and the County of Brant. She advised the members that she is currently developing the 2010 Business Plan for Six Nations Tourism. City Council Councillor Bradford advised the members that Council meets tonight and hopefully the operating budget will be completed and then the Capital Budget process will begin. He noted that currently the operating budget is a 3.2% increase over the 2009 budget. He 7

8 also stated that City Council would be reviewing mandatory and discretionary advertising costs as part of the budget process that could have impact to the tourism division and the Sanderson Centre for the Performing Arts. The Wayne Gretzky Sports Centre capital project has hired an architect to assist with the project plan implementation and the timelines for completion would likely be adjusted throughout the project. Moved by: Beverly Scott Seconded by: Carol Ann Wilson THAT the Sub-Committee information updates BE RECEIVED. CARRIED. 8. NOTICES OF MOTION 9. DATE OF NEXT MEETING 9.1 Tuesday, March 23, ADJOURNMENT Jack Jackowetz adjourned the meeting at 1:30 p.m. 8