Town of East Gwillimbury Town of Georgina Three- Year Community Tourism Plan

Transcription

1 Town of East Gwillimbury Town of Georgina Three- Year Community Tourism Plan March 2015 Prepared by Brain Trust Marketing & Communications 0

2 Table of Contents Table of Contents... 1 Introduction... 2 Why Tourism?... 4 The Current Tourism Landscape... 5 Community Tourism Plan Current Tourism Markets What the Research Tells Us Tourism Assets Attractions Tourism Businesses Tourism Infrastructure Tourism Hospitality Tourism Promotion A Summary of the Tourism Asset Concerns Strategic Tourism Goals Action Plan Appendix A

3 Introduction In August 2013, Central Counties Tourism presented its communities with the opportunity to complete a tourism planning exercise that would result in a Community Tourism Plan. Community leadership and engagement was critical to the success of the plan development. The Town of East Gwillimbury and the Town of Georgina and the local Chambers of Commerce partnered to develop this strategy. In order to ensure representation from a cross section of tourism stakeholders, a Task Force was created. The Tourism Task Force came together for a series of three, 3- hour sessions to create this grass roots plan. The collaborating partners see this tourism plan as a cornerstone for further tourism discussions, opportunities and partnerships in their communities. The Community Tourism Plan achieves the following at the grass roots: Identifies and ranks tourism assets & markets; Identifies the tourism industry stakeholders and agencies involved in tourism; Assigns roles and responsibilities to avoid duplications and gaps; Acts as a framework for business, local government and other key organizations. The Community Tourism Planning Guide was facilitated by Carolyn O Donnell of Brain Trust Marketing & Communications. Brain Trust s role was to facilitate the discussions necessary to complete the Tourism Planning Guide and develop a three- year action plan created by and endorsed by the Tourism Task Force. Photo Source 1: York, Durham and Hills of the Headwater Tourism Area, 2

4 Tourism Strategy Partnership Funding and/or support was provided by the following organizations in order to make this project possible: The Town of East Gwillimbury The Town of Georgina East Gwillimbury Chamber of Commerce Georgina Chamber of Commerce Southlake Community Futures Development Corporation Central Counties Tourism Members of the Tourism Task Force: The Tourism Task Force was made up of a cross section of tourism businesses from both municipalities. A variety of businesses were asked to participate and those who were available and interested participated in the plan development. East Gwillimbury Aimee Artinian Christine Benns Faye Boyd Kathy Scammell Megan Houston Sally Davidson Stéphane Deschênes Town of East Gwillimbury, Economic Development Rail Yard Wake Park East Gwillimbury Chamber of Commerce East Gwillimbury Chamber of Commerce Sharon Temple National Historic Site Town of East Gwillimbury, Community Engagement Bare Oaks Family Naturist Park/ Mount Albert Village Association Georgina Andrew Sibbald Craig Evans Jake Charles Jerry Kucharchuk Jim Beechey Kelan Jylha Kevin Draper Peter Doern The Briar's Resort/Jackson's Point BIA/ Arts Community Pheasant Run Golf Club First Nations Cultural Tours Peninsula Resort and Restaurant Georgina Chamber of Commerce Town of Georgina Economic Development and Tourism Kinsmen Club Cori's Café/Sutton BIA 3

5 The demand for travel continues to increase and the competition for visitors is fierce. Emerging destinations are seeing increases of 13% per year. 1 Why Tourism? The Tourism Industry Association of Canada (TIAC) describes the tourism industry as a dynamic and far- reaching sector whose economic impact helps to employ Canadians across the country. Globally, it is one of the world s most remarkable growth industries, with the vast majority of destinations showing increased arrivals and tourism spending each year. In Canada tourism is an $84 billion industry representing 2% of GDP. In 2013 it generated $21.3 billion in tax revenues, employed more than 618,300 people in over 157,000 businesses and all major national tourism indicators increased, including visitation (+2.9%), tourism total spending in Canada s 10 leisure markets (+4.6%), arrivals (2.9%) and employment (2.6%) 1 In 2009, with the release of The Ontario Ministry of Tourism s Competitiveness Study, thirteen official Regional Tourism Organizations (RTOs) were formed. Regional Tourism Organization 6 (RTO6, branded name is Central Counties Tourism) is made up of three sub- regions; Hills of Headwaters, York Region and Durham Region. East Gwillimbury and Georgina are located in York Region. Today the Central Counties Region is seeing 12 million visitors annually who are spending $901 million. 2 The Economic Impact of Tourism Canada tourism = $84 billion industry 618,300 jobs 157,000 businesses Provincial tourism = $22.3 billion Regional tourism = $0.9 billion Visitor s day spend, Ontario $ 82 Overnight spend, Ontario $ 297 Day spend, Region (RTO6) $ 53 Overnight spend, (RTO6) $ Tourism Industry Association of Canada. (2013). Gateway to Growth: Canadian Tourism Industry 2 Ministry of Tourism. (2012). Regional Tourism Profile, RTO6. 4

6 The Current Tourism Landscape There are many organizations that play critical roles in Canada s Tourism Industry. Each of them have varying responsibilities and areas of focus aimed to attract visitors, service visitors and maximize the economic benefits to communities. Figure 1 shows various organizations and the roles that they play. Each organization relies heavily on the coordination of the foundations below them in order to ensure marketed ready tourism experiences that can be promoted to a variety of regional, national and international markets. the need for local tourism coordination to develop the grass roots tourism experiences that can then be positioned to leverage programming and marketing that takes place on a regional (Central Counties Tourism), provincial and national level as shown in Figure 1. Figure 1: The Tourism Industry in Ontario When grass roots coordination is absent the community misses opportunities for promotion, funding and programming that other competitive communities are leveraging 5

7 Central Counties Role In collaboration with industry stakeholders, Central Counties Tourism aims to help the local tourism industry to realize its tourism potential by: Devising and delivering targeted marketing programs and working in close co- operation with industry partners as well as with the meetings & events, travel trade, media, and online marketers to encourage consumers to discover and visit the Central Counties; Influencing product development by sharing insights on global tourism trends, the changing needs of consumers, and the status of local tourism with other tourism agencies and our industry partners. Central Counties 2014/15 overall budget is $2,773,0003 and is allocated to address their 4 distinct tourism pillars: Strategic Marketing; Product Development; Workforce Development; Investment Attraction. As a follow up to the 2009 report, Ontario s Tourism Investment Strategy and Implementation report was released in In this document the province set the goal to double tourism receipts by the year 2020 through increased visitations and visitor spending.4 This overall success hinges on attracting more visitors by offering new and refreshed tourism product. The province also agreed to continue to support the work of the RTOs to achieve this. The end goal is to strengthen the tourism sector, create jobs and improve the quality of life for Ontarians. Photo Source 2: Central Counties Website, Central Counties Tourism, Business and Operational Plan, April 1, 2014 March 31, 2015 Ontario s Investment Strategy and Implementation Plan, November 2011, Miller Dickenson Blais 6

8 York Region s Current Role With the formation of the Regional Tourism model and creation of Central Counties Tourism (RTO6) in 2009 York Region transitioned their tourism focus to the promotional side. This has primarily been lead in partnership with the York Region Arts Council through the Yorkscene website. YorkScene is a regional marketing initiative that provides East Gwillimbury and Georgina with a presence on the Yorkscene website by listing festivals and events, attractions and accommodations. YorkScene.com is the property of the York Region Arts Council and a collaborative initiative between the York Region Arts Council, the Regional Municipality of York, Economic Strategy Branch, and York Region Media Group which is a division of Metroland Media Group. The site s event calendar and accommodation reservation system has been provided by Central Counties Tourism. In its current state Yorkscene.com as tourism resource should provide a stronger sense of community for both East Gwillimbury and Georgina. Visitors to the site do not currently receive a strong impression of what each municipality has to offer a tourist while the navigation function makes it a challenge to identify things to do or see. Photo Source 3: Yorkscene Website, 7

9 Local Tourism Activities In East Gwillimbury Town of East Gwillimbury The Town of East Gwillimbury has been improving and implementing their efforts to facilitate growth in the tourism sector. The 10 Year Economic Development Strategy Part 1 (2011) has suggested that one area to promote would be the equestrian activities and services as a way to increase tourism. The Town of East Gwillimbury has also been promoting nature and sport based activities to attract other groups of tourists looking for a more recreational experience. The Town of East Gwillimbury has many attractions to offer including, the Sharon Temple, a National historic site and museum, many golf courses, cycling and walking trails, a seasonal Farmers Market with locally grown and produced goods. And recently in the summer of 2013, the Rail Yard Wake Park opened, which has brought many tourists who are looking for a trending activity. In the Town of East Gwillimbury Community Park, Recreation & Culture Strategic Master Plan (2009) it was noted that: Sport and nature- based tourism represents a growing market, thus necessitating a focus on family recreation and destination facilities, as well as passive outdoor sports and activities such as golf, cycling, hiking, bird watching, etc; Cultural tourism opportunities are increasingly forming key components of economic development strategies being developed by municipalities; The provision of appropriate signage is a key component of good park and trail design as it promotes recognition of parks among residents and plays an important part of the tourism infrastructure. Photo Source 4: Town of East Gwillimbury Website, 8

10 East Gwillimbury Chamber of Commerce The East Gwillimbury Chamber of Commerce supports local businesses through regular networking events, educational seminars, administrative support, community outreach and advocacy for small business concerns. There is an Events Committee and a representative from the Chamber on the Town s Economic Development Advisory Committee. The Chamber displays member material such as business cards and brochures in its offices. They also have a brochure rack with tourism brochures provided through CTM Media Group which promotes various destinations and attractions in Ontario. The Chamber does not have a budget for tourism related activities. Mount Albert Village Association The Mount Albert Village Association was formed in 2012 and is a member based organization. Formerly known as the Mount Albert Business Association (MABA), the group was reorganized with the objective of facilitating the organization of events, increasing involvement by residents, promoting downtown Mount Albert as a destination for both residents and visitors, providing a unified voice on behalf of the residents and businesses of Mount Albert and most importantly strengthening the community. Photo Source 5: Sharon Temple, 9

11 In Georgina Town of Georgina The Town of Georgina created an Economic Development and Tourism Division in The Division is tasked with supporting small business, investment and attraction, tourism development and marketing and business retention and expansion. The Economic Development and Tourism Division also works with the Economic Development Committee to provide funding to local festivals and events that create community betterment and positive economic growth. The Town of Georgina acknowledges the economic impact that Tourism has on the community and the importance of strengthening the sector. Georgina has many features and characteristics that are attractive to many tourists and potential residents such as: Lake Simcoe, Sibbald Point Provincial Park, vibrant and historic downtowns, scenic views of the lake and countryside as well as many local festivals and events happening throughout the year. The Town of Georgina is also looking at promoting the development of Cultural Industries as they can serve as an attractor for the target tourist and this can encourage tourists to consider taking up residence. Photo Source 6: Town of Georgina's Tourism Website: Visitlakesimcoe.ca 10

12 BIAs The purpose of the Business Improvement Areas are to oversee the improvement, beautification and maintenance of municipally- owned land, buildings and structures beyond the services provided at the expense of the municipality; and to promote the area as a business or shopping area. In Georgina there are 3 active BIAs: Uptown Keswick BIA Sutton BIA Jackson s Point BIA Georgina Chamber of Commerce The Georgina Chamber of Commerce is a non- profit, member driven association. Its objective is to promote, develop and foster the well being and interests of the business community and enhance the quality of life for all citizens of Georgina. The Georgina Chamber of Commerce is a strategic partner with the Town of Georgina in delivering event information to the residents of Georgina and promoting the community as Tourist destination to surrounding communities. The Georgina Chamber of Commerce office on The Queensway South is a great location for Georgina residents to drop in for community information and to share info on community events. The Chamber welcomes and helps many local and international visitors at the information center and respond to e- mail and telephone enquiries. There are plans to add a Visiting Georgina section to the website. The Chamber works to continuously update their reference tourist guide which contains all of the tourist related information and provides easy access to information when someone calls or stops by. The office also maintains the GEORGINA, toll free number. This telephone number is published and printed where ever possible for easy access to those outside the local calling area to contact them for the tourist information they need. The Website also features up- to- date information on events and attractions as well as connections to restaurants and accommodations. 11

13 On Georgina Island The Chippewas of Georgina Island have an Economic Development Office that is responsible for planning, organizing and implementing activities related to economic development and employment ventures. They are working towards achieving the community s economic and employment goals and objectives. Tourism is being promoted through the Chippewas of Georgina Island website but is in its early stages of development. Photo Source 7: Georgina Island, 12

14 Community Tourism Plan Creating a tourism plan ensures that as individual communities, East Gwillimbury and Georgina can optimize the benefits available from tourism activities. This includes what is already happening and what could be happening. Why Grass Roots is Critical A study commissioned by the Tourism Industry Association of Canada 5 revealed, Canada must develop niche products and services tailor- made to match the unique characteristics of its diverse regions. Niche tourism experiences can only be developed by the tourism owners and operators who are on the ground and providing their products, services and experiences directly to the visitor. Tourism businesses that use relevant market research, understand their communities unique features and collaborate with other businesses have the best opportunity to grow their tourism visitation and revenues as shown in Figure 2. Ideally a tourism business would be well positioned to offer an exceptional and unique experience that is considered high value to an ideal guest. Figure 2: Developing Your Unique Differentiators 5 Deloitte & Touche LLP. (2007). Destination Canada, Are we doing enough? Prepared for TIAC. 13

15 The Case Study below helps to demonstrate the value of tourism experience development at the grass roots. Case Study Example: The Canadian Tourism Commission (CTC) offers some excellent examples of tourism businesses in Canada who have nurtured their own unique and authentic visitor experiences and used visitor profiles to refine those offerings and promote them directly to their ideal guest. The following is a snapshot of the CTC case study on The Great Circle Trail on Manitoulin Island, Ontario. It highlights both their approach and their success: 6 What does Experiential Travel mean to your business? It means sharing our culture with visitors in a variety of ways that engage all five senses, focusing on creating memories and connecting with visitors on an emotional level

16 What makes a Memorable Travel Experience? At Great Spirit Circle Trail, this means sharing our simple ways of living and teaching guests about our culture in ways that are interactive and educational. Cultural authenticity is at the heart of our memorable First Nations experiences. We will not compromise our culture to make a dollar. Our goal is to make a spiritual connection with our visitors and we love hearing that we ve changed some peoples lives, and transformed them for the better. Are you seeing any increase in demand for experiential travel? Yes, since we shifted from a being a tour operator that focused on marketing and packaging and began to invest in product development based on truly understanding the type of experiences our guest were seeking, our sales have been doubling every year for the last four years. We operate with a very lean staff of three people in the winter, but in the summer we have up to 20 people working for us within our First Nations band, along with new partners who can deliver programs. What s important to you as a company? Ensuring that our guests depart with a better understanding of First Nations people and culture, and in some cases (especially for Canadians), we want them to have a different perspective on First Nations people. We want our own people to be at the heart of engaging visitors with our stories and culture. Our connection to the earth is extremely important to us, and we want to share it with our guests. Describe your ideal guests. Our guests are open- minded people who want to learn about other cultures. They are seeking enlightenment and are willing to embrace others views of the world. Tell us about your key partners. Since we shifted to experiential travel in 2006, our initial focus has been to build capacity within our First Nations community. Now that we have achieved a strong experiential product base, we are starting to branch out and work with more external partners to design experiences and package travel for the mutual benefit of our customers and our partners. For example, we recently added a new Horse and Teepee Overnight Adventure to our offerings, and we are partnering with a non- Aboriginal business to deliver this experience With a variety of organizations playing a critical role in Canada s tourism industry, the tourism business unique offering has potential appeal for not only visitors in the regional and domestic market, but also the growing international market. The organizations listed in Table 1 all play a role in the promotion and packaging of unique experiences that are offered in East Gwillimbury and Georgina. Without the grass roots development by the tourism business and the support of a local destination marketing organization, the various promotional organizations that have a farther market reach don t have unique stories to tell and therefore nothing to sell on behalf of the smaller community. 15

17 Table 1: Roles and Responsibilities GRASS ROOTS TOURISM DEVELOPMENT POTENTTIAL TO REACH NEW MARKETS & LEVERAGE FUNDING Canadian Tourism Commission Promote market ready products and experiences internationally. Provides tools and research to Canadian tourism businesses Ontario Ministry of Tourism Culture and Sport / OTMPC International and domestic marketing of market ready products and experiences. Provides research and resources. Central Counties Tourism (RTO6) Strategic marketing, product development, workforce development and investment attraction. York Region (Arts Council) Promote Tourism within York Region through Yorkscene.com East Gwillimbury and Georgina Local tourism development and marketing of the areas unique experiences. Tourism Committee/ Board Local tourism operators working together under an umbrella for networking, product/experience development and partnering. Education Research Advocacy General Marketing Targeted marketing Visitor information Centre Way finding and gateway Signage Maps and guides Mobile App!!!!! Industry Networking!!!!!!!!!!!!!!!!!!!!!!!!!! Not currently in place!!!!!! Community engagement 16

18 Current Tourism Markets Market profiles can be segmented in a variety of ways. In order to understand the area s markets it was important to consider socio- demographics (age, education, income, place of residence), behaviors (where they stay and what they do) and psychographics (what they value and what motivates them to travel). What the Research Tells Us Socio- Demographics There were 11.4 million visitors to Central Counties in 2011 (8% of provincial visitation); 4.8 million of these visitors came to York Region in 2011 (Figure 3) and the majority of these came from within a 2 hour drive (Table 2 and Figure 4). 7 The figures to follow in this section have been extracted from the Ontario Ministry of Tourism s Regional Tourism Profiles for RTO6 and Ontario for Figure 3: Visitation to York Region Other Canada 1% US 4% 4.8 million Overseas 2% Ontario 93% Table 2: Tourism Visits in RTO6 Municipality Visits in 2011 Durham Regional Municipality 5,101,458 York Regional Municipality 4,841,938 Peel Regional Municipality 397,714 Dufferin County 1,066,390 7 Ontario Ministry of Tourism, Regional Tourism Profiles, RTO6, Ontario,

19 Figure 4: Visitor Origins Top Visitor Origins to York from Ontario (95% of total visitor market) Region 10: Orawa and Countryside Region 13: Northern Ontario Region 11: Haliburton Highlands to the Orawa Region 1: Southwest Ontario Region 4: Huron, Perth, Waterloo, Wellington Region 3: Hamilton, Halton, Brant Region 8: Kawartha and Northumberland Region 7: Bruce Pen, S. Georgian Bay, Lake Simcoe Region 5: Greater Toronto Area Region 6: York, Durham, Hills of Headwaters - 1,000,000 2,000,000 3,000,000 Central Counties is like most other Ontario destinations in that the majority (76%) of visitors are those that come for the day. While the figures shown are that of the entire Central Counties area, the Tourism Task Force validated that most visitors to the area come from nearby and the GTA and that most are day- trippers (Figure 5). Figure 5: Length of Stay 11,381,934 8,674,314 2,707,620 Total Visitors Overnight Visitors Same Day Visitors 18

20 In 2011 visitor spending in Central Counties total $0.8 billion which represented 4% of the total spending for the province (Table 3). Considering that Central Counties is seeing 8% of the provincial visitation this lower share of the spending indicates that visitors are coming but not spending in the same way they do in other regions. Table 3: Visitor Spending (Billions) 2011 Visitor Spending Ontario ($billions) $ 20.8 Central Counties $ 0.8 Central Counties proportion of Total Ontario 4.0% Visitors to Central Counties tend to be composed of single person (54%) followed by an equal split of 2 person parties (24%) and 3 or more persons (22%) shown in Figure 6. Visitor ages are represented primarily by adults with only 1% of visitors under the age of 15 years (Figure 7). 3 or more persons (Party Visits) 22% 2 persons (Party Visits) 24% 1 person (Party Visits) 54% years 13% years 15% 65+ years 13% years 15% Under 15 years 1% years 26% years 17% Figure 6: Visitor Compositions Figure 7: Visitor Ages 19

21 The education level of current visitors to Central Counties is represented by a wide variety of levels with post- secondary education (certificates, diplomas and university degrees) accounting for a combined 67% (Figure 8). Figure 8: Education Levels University degree (Bachelor's, Master's or PhD) 29% Some post- secondary cersficate or diploma 38% Less than high school graduason cersficate 11% High school graduason cersficate only 22% Behaviors The average per person per overnight spending was $144 compared to a provincial average of $273 while the same day visit saw spending of $51 compared to $83 for the province. One key factor in spending may be attributed to where visitors are staying. Figure 9 shows that of the 7.4 million overnight stays in Central Counties, 5.9 million were in private homes/cottages. This is in keeping with the high number of visitors who come to Central Counties for the main purpose of visiting friends and relatives (VFR) (Figure 10). 20

22 Figure 9: Where Visitors Stayed 5,904,890 Family and Friends 1,099, , ,875 Nights in private homes/corages Nights in roofed commercial Nights in other Nights in camping/rv facilises Figure 10: Main Purpose of Trip Other Personal 2% Business 12% Pleasure 22% Shopping 8% Visitng Friends and Family 56% 21

23 Outdoor recreation and sports ranked number one by a wide margin as the top activities that overnight visitors to Central Counties participated in (Figure 11). Figure 11: Activities of Overnight Guests 2,500,000 2,000,000 1,500,000 1,000, ,000 - Any Outdoor/Sport Activities also includes boating, hunting, fishing, golf and downhill skiing/snowboarding. It should be noted that of the Outdoor/Sports activities, 8% of overnight guests participated in fishing (116,100 visitors). Georgina offers many opportunities for fishing on a year round basis. 22

24 Psychographics To identify the right consumer for each of Ontario's tourism regions the Ontario Tourism Marketing Partnership Corporation (OTMPC) recently worked with all 13 Regional Tourism Organizations (RTOs) to commission a major segmentation study across key central North American markets. 8 The study results revealed 12 unique consumer segments relative to the Ontario, Quebec, Manitoba and major central/eastern U.S. markets, based on their social and emotional needs, preferred travel experiences and media habits including use of technology. During a 3- hour working session, the Tourism Task Force members reviewed each of the segments and answered the following questions: 1. Does this market segment currently visit East Gwillimbury and Georgina? 2. What interests them? 3. Where do they come from? 4. Why do they travel? 5. When do they travel? 6. Is this a top market for East Gwillimbury and Georgina? By tapping into the knowledge of the Tourism Task Force and digging into the market segmentation research, the following Market Segments were identified. These segments best reflect the current and potential visitors that match the type of tourism experiences and assets found in East Gwillimbury and Georgina. The Market Segment descriptions below have been extracted from the 2012 Consumer Insight Research Study by TNS. 9 8 Passport Ontario Newsletter, OTMPC, November TNS Canada Ltd, Consumer Insight Research Segmentation Study,

25 Market Segment Descriptions Top Markets Family Memory Builders 14% of the market This is a segment driven by families with children under the age of 18 who want a playful vacation that is centered on building family memories and strengthening the bonds. Activities such as theme parks allow the family to have fun and Photo Source 8: Ontariotravel.net build these lasting memories. East Gwillimbury and Georgina Assets: Beaches, trails, boating, fishing, wakeboarding, horseback riding, paint ball, The ROC. Nature Lovers - 7% of the market This segment is driven by outdoor experiences aligned to Ontario s quintessential parks & lakes offering. Camping and associated activities such as hiking and fishing are key interests for this group. Activities align with the recreational aspects of the outdoors and not necessarily the extreme aspects of the outdoors, e.g., avid angling or hunting. Not surprisingly, the travel style is basic with camping prevalent. Photo Source 9: Town of Georgina East Gwillimbury and Georgina Assets: Year round fishing, trails, rural landscapes, beaches, water based recreation on Lake Simcoe, camping, and lakeside resorts. Secondary Markets Mellow Vacationers 15% of the market This segment wants to unwind on vacation, relaxed and low- key experiences are their preference. This group doesn t want itineraries or to do anything new or unusual. They want travel experiences that set them at ease. They aren t activity- oriented and often travel as a couple. East Gwillimbury and Georgina Assets: Lake front resorts, beaches, small town shopping, trails, Art Centres and Galleries, and other cultural assets (Sharon Temple). 24

26 Sports Lovers 5% of the market This group, skews more male, and is driven by a love of sports, either watching or participating. By the nature of their passion these people describe themselves as more active and energetic than most. In reality their sports are not necessarily extreme more in keeping with what is readily available, and more likely to be organized team sports and golf. East Gwillimbury and Georgina Assets and Events: Golf courses, sports tournaments, road cyclists. Sports groups are front runners in this category as they host a long list of year round events that draw competitors and their families to the area. Emerging Market Potential The Task Force identified Knowledge Seekers as a potential market segment where some experience development training and partnering could result in the development of unique experiences based on East Gwillimbury and Georgina s authenticity. Knowledge Seekers 7% of the market Knowledge seekers are couples in or nearing retirement, aged 55+, with a higher income. They are entering a new phase of life as empty- nesters with the time and money to enjoy themselves, and travel is a part of this new lifestyle. They are looking to understand the places they visit by getting exposure to local customs. Trips usually last 8 days as they want to fully appreciate where they are and explore all aspects of history, art and culture. Travel for them is about expanding their knowledge and stimulating the mind. East Gwillimbury and Georgina Assets: Sharon Temple, Stephen Leacock Theatre, unique small towns and villages. Georgina Island First Nations experiences and ice fishing. Understanding these markets provides East Gwillimbury and Georgina with further knowledge to host product and experience development training for its partners as well as the potential to create targeted marketing campaigns that can be designed to have the greatest return on investment. A snapshot of these segments is included in Appendix B. More detailed information is available through the Ministry of Tourism s marketing agency, the Ontario Tourism Marketing Partnership Corporation ( 25

27 Tourism Assets The Tourism Task Force attended a working session with the goal of identifying and ranking East Gwillimbury and Georgina s tourism assets. These assets included the 5 components of tourism; attractions, tourism businesses, infrastructure, hospitality and promotion. Working groups explored these and then shared their findings with the larger group where the following observations were made. Attractions The attractions component of tourism consists of things to see and do (i.e. parks, trails, museums, festivals, galleries). The majority of East Gwillimbury and Georgina s tourism attractions would be considered secondary attractions that don t necessarily draw visitors on their own, but rather in a grouping of experiences within the following clusters: 1. Outdoor Recreation (hiking, biking, fishing, Georgina Paint Ball, Rail Yard Wake Park, The ROC Recreational Outdoor Campus, Sibbald Point Provincial Park and Bare Oakes Family Naturists Park) 2. Sports (organized sports tournaments, facilities and venues) 3. Agri- tourism (farm gate marketing, equestrian, rural landscapes, festivals and fairs) 4. Culture/Heritage (Stephen Leacock Theatre, Studio Tours, Festivals and Events, Georgina Arts Centre and Gallery and Sharon Temple, Georgina Pioneer Village & Archives) 5. Beaches and waterfront Parks (Georgina beaches; De La Salle Park, Holmes Point Park, Jackson's Point/Bonnie Park, North Gwillimbury Park, Willow Beach Conservation Area, Willow Wharf and Young's Harbour) Secondary attractions are often places that visitors go to while they are in a destination. While they may not be primary trip motivators, they do extend the length of stay and increase the spending of visitors. Many visitors to these attractions are visiting friends and relatives. East Gwillimbury and Georgina s demand generators specifically motivate visitors to travel. These included: 1. Lake Simcoe (ice fishing, fishing, boating, beaches) 2. Resorts and Cottages 3. Sharon Temple 4. Camping 5. Sports Events 6. The Briars Resort 7. Golf Courses 8. Festivals and Events In terms of international critical acclaim, the Sharon Temple National Historic Site and Lake Simcoe s fishing opportunities, especially ice fishing, have notoriety. 26

28 Tourism Businesses Both East Gwillimbury and Georgina are rural in nature and have a limited number of businesses that specifically target or cater to the visitor market. Accommodations Accommodations In East Gwillimbury are limited to campgrounds and one Inn. Given the close proximity of Newmarket to East Gwillimbury, the hotel/motel options there provide nearby places visitors can stay. In Georgina there is a mix of resorts, motels, bed and breakfasts, cottages/cabins as well as a provincial park (Sibbald Point) that provide visitors the opportunity to stay on or near Lake Simcoe. Food and Beverage East Gwillimbury has a number of food and beverage establishments, however, these are not centrally located or in close proximity to tourism attractions. Georgina s restaurant options are primarily located in Keswick, Sutton, Jackson s Point and Pefferlaw. Retail In East Gwillimbury communities are rural in nature and have a small town feel with limited retail opportunities. Retail opportunities in these communities are limited, however there is a wide selection of businesses along Yonge Street and Green Lane at the southern border of East Gwillimbury. The East Gwillimbury Farmers Market at Green Lane Square provides the opportunity to buy locally grown food. In Georgina the rural flavor also exists. There is a wide variety of retail that ranges from the historic downtowns to new establishments available in Keswick. Parks and Recreation Facilities Both communities have recreational facilities that serve both the areas residents as well as groups such as sports teams. In addition to the many playgrounds and parks in East Gwillimbury the following centres play an important role in providing recreation and sport opportunities to both residents and visitors: East Gwilimbury Sports Complex Harvest Hills Activity Centre Holland Landing Community Centre and Library Mount Albert Lions Community Centre Mount Albert Community Centre North Union Community Centre 27

29 River Drive Park Community Centre East Gwillimbury Civic Centre Ross Family Complex and Library In Georgina the following centres are heavily used by local residents and visiting sports teams: Georgina Ice Palace Georgina Sutton Arena Civic Centre ROC Soccer Fields Civic Centre ROC Baseball Diamonds ROC Chalet The ROC (Recreational Outdoor Campus) Stephen Leacock Theatre Georgina Leisure Pool Sutton Kin Community Hall Pefferlaw Lions Hall De La Salle Park Willow Beach Park Holmes Point Beach Park Conference Space There are no major conference facilities in either of the municipalities. In East Gwilimbury Silver City Theatre, Silver Lakes Golf and Country Club, Pheasant Run Golf Club and various large community centres can hold corporate events. The Briar s Resort, The ROC (Recreational Outdoor Campus), the Stephen Leacock Theatre and Salvation Army Jackson s Point Conference Centre in Georgina can handle small corporate and association groups. 28

30 Tourism Infrastructure Transportation Travel to and within East Gwillimbury and Georgina requires visitors to have their own vehicle. Go transit train and York Regional Transit (YRT) does provide limited service, but does not allow for ease of travel within the rural areas. Road Cycling Mirroring what is occurring throughout the province, road cycling is becoming increasingly popular. In East Gwillimbury the key routes used are North- South corridors of Kennedy Road (primarily), Warden and McCowan. Woodbine Avenue has an actual bike lane from Ravenshoe Road to Morton Avenue. Ontario By Bike does promote these routes and promotes bike friendly places to stay with riding routes. Currently Bare Oakes Family Naturist Park campground in East Gwillimbury is catering to this market. The Green Belt Route, launching in August 2105 will showcase cycling routes through East Gwillimbury as part of a 470 km route. In 2014, the Town of Georgina completed a Trails and Active Transportation Master Plan. The Town has committed to providing its permanent and seasonal residents as well as its visitors with a range of active transportation and active recreation alternatives. A system of integrated and connected on and off- road facilities can help define a community that is great to live, work and play in which supports improved community health, safety, economy, transportation and tourism. Trails Trail systems offer walking hiking and biking opportunities. Transition areas offer limited amounts of parking that are fine for transient use but not capable of handling larger events. There is a York Region Trails map that provides an overview of the network (see photo Source 10). 29

31 Photo Source 10: York Region Trails Map The Town of East Gwillimbury developed an Active Transportation (AT) and Trails Master Plan (ATTMP) in 2012 to facilitate the development of a town- wide network of active transportation and trail facilities over the next 25 plus years. East Gwillimbury s Trails Advisory Committee provides a trail guide that is available from the town. It includes brief descriptions of each trail, highlighting main intersections, length of trails and parking. 30

32 Photo Source 11: Town of East Gwillimbury Trails Map 31

33 In Georgina some of the most popular cycling trails in Town are: Pefferlaw Tract Metro Road Tract Brown Hill Tract Cronsberry Tract Godfrey Tract ROC Bike Trails In 2011, the Regional Municipality of York undertook a feasibility study which explored the development of a cycling route and walking trail which would ultimately connect Lake Simcoe to the north and Lake Ontario to the south. The Lake to Lake Route will be a major recreational and commuter regional- trail and is expected to be a major destination and amenity for all York Region and City of Toronto residents and visitors. The trail system will begin from the city limits of the City of Toronto and extend through the City of Markham, City of Vaughan, Town of Richmond Hill, Township of King, Town of Aurora, Town of Whitchurch- Stouffville, Town of Newmarket, Town of East Gwillimbury and finally end in the Town of Georgina. Georgina completed a Trials and Active Transportation Master Plan in Photo Source 12: Town of Georgina Trails and Active Transportation Master Plan 32

34 Utilities and Connectivity Existing municipal Servicing can provide limitations to business development and attraction in both East Gwillimbury and Georgina. Internet and cellular connectivity is a problem in both communities due to lack of broadband infrastructure and limited cell tower service. The industry would welcome an opportunity to create an app that aids and navigates visitors, however the reality is that the cellular service in the area would not allow consistent use of it. Signage Signage bylaws can be limiting for tourism businesses. There are challenges with municipal, regional and provincial sign permits and fees that can prohibit operators from providing adequate way finding for their existing and potential visitors. Community gateway and directional signage have the opportunity to reflect the nature and local character of a community and create a sense of place. Ideally each community within the municipalities would have a presence and gateway signage to welcome visitors. Georgina s entrance feature is an excellent example of gateway signage. There is however a gap in way- finding within the community with the exception of the municipally owned attractions which are well marked. Table 4: Signage Organization Entrance Signage Directional Signage to Businesses Ministry of Transportation (TODS signage) Not applicable Available for a fee to tourism businesses but only off of provincial routes York Region No Available for a fee to tourism businesses on regional roadways Georgina! Municipal properties only East Gwillimbury Limited No 33

35 Photo Source 13: Town of Georgina Entrance Signage Photo Source 14: Rail Yard Wake Park TODS Sign 34

36 Docks and Boat Launching There are several marinas and boat launches in the Town of Georgina. Most docking slips are used by seasonal boaters with only a limited number for transient visitors. Photo Source 15: Town of Georgina Beach Access There are several public beaches located in Keswick and Jackson s Point in the Town of Georgina. There is a limited amount of parking (all paid). Visitors to the beaches rarely explore other areas within Georgina and therefore the economic impact of day use visits to these areas is limited to the parking fees that are generated. Sibbald Point Provincial Park also offers day use beach access with the purchase of a daily permit. Photo Source 16: Town of Georgina Beach 35

37 Tourism Hospitality The fourth component of tourism that the taskforce explored was hospitality. The group evaluated East Gwillimbury and Georgina s current ability to be welcoming and offer pleasant experiences. Table 4 is a summary of what was identified. Table 5: Tourism Hospitality in East Gwillimbury and Georgina Area of focus Summary Customer Service Training Way finding Opportunity to engage with locals/learn Do we do visitor surveys? Sense of Place Are we welcoming? Beyond smart serve there is very little local training offered in EG and G. There is an opportunity to provide additional training that would benefit tourism businesses. Way- finding is currently limited in both communities and is seen as an area of opportunity. Currently opportunities are in- formal. Social media and blogging are seen as opportunities to highlight local engagement. Visitor surveying is currently adhoc. Creating a formal mechanism to visitor surveys would allow an understanding of where improvements to the visitor experience could be made. Overall visitors may not be experiencing a sense of arrival and connection with a particular place. Celebrating each communities uniqueness will enhance this. Overall yes. Customer service training and gateway signage will play a role in enhancing this. Residents themselves are not always aware of what is available in their own backyards and are ambivalent about visitors in the area. One in Georgina and one at East Gwillimbury Chamber of Commerce. How do locals feel about visitors? Visitor Information Centres Packaging Currently no collaborative packaging offered. Unique story and experience development will lend themselves well to future package development. Cross promotion with Not happening currently but this is a logical next step for each of the other businesses communities. 36

38 Tourism Promotion Table 6 is a summary of how tourism is being promoted including web activities, advertising, promotional signs, and travel guides. Table 6: Tourism Promotion in East Gwillimbury and Georgina Area of focus Summary East Gwillimbury Summary Georgina Web Social Media Print collateral materials (Visitor Guides and maps) No dedicated tourism website Town website offers very limited information Not a current activity although individual businesses are using this as a tool Parks and Recreation Guide only Dedicated website (visitlakesimcoe.ca) offers basic information. The Town of Georgina is also currently developing a new Town website that will incorporate a Discover Georgina Section for Tourism. The Town of Georgina s Social Media Profiles are focused towards residents and promoting information locally. The Town of Georgina prints are variety of Guides and Maps including: Discover Georgina Tourism Guide Downtown Community Guides (Jackson s Point, Sutton and Uptown Keswick) Events and Festival Listings Fridge Magnet Municipal Program Guides Municipal Recreation and Culture Guides Attend Consumer Travel shows Not a current activity The Town of Georgina and Chamber of Commerce partner with organizations to promote the municipality at several Tourism shows, such as the Sportsman Show, Outdoors Show, Golf Show, Ski and Snowboard Show and Georgina Home Show. Tourism Promotional Signage Not a current activity Flags and street banners 37

39 Area of focus Summary East Gwillimbury Summary Georgina Mobile App Not a current activity The Town of Georgina does not have a mobile application, however the new Town of Georgina website will be mobile friendly. Images/video Not a current activity The Town of Georgina has a library of images that are used to promote Tourism in the Town. Story tellers Not a current activity There are many people and groups in the Town of Georgina who have put together books telling the history of the different communities (Village of Sutton Book, Our Early Pioneers of Pefferlaw Book, etc.). In 2010, a group of residents and several organizations came together and created The Georgina Book, which is a story highlighting the history and future of Georgina. Affiliates/partnering with other tourism agenices (York Scene, RTO6, Ontario Tourism Marketing Corporation) Not a current activity Not a current activity 38

40 A Summary of the Tourism Asset Concerns After reviewing the five key tourism components the taskforce identified strengths, weaknesses/threats and opportunities (Table 7). These high level findings provided the reasoning and strategic thinking that was used to develop tourism goals. Table 7: High Level Tourism SWOT Strengths Weaknesses/Threats Opportunities Attractions - Diversity and variety in offerings - Some unique/niche opportunities - Exposure (people don't know about what is offered) - Environmental degradation with new developments, threats to rural landscape - Attract new residents and their visiting friends and relatives (VFR) to our existing experiences - Create new reasons/experiences that offer authentic experiences/hands on, opportunities to connect with locals Tourism Businesses - Support from Towns - Some variety of tourism businesses - Resorts and cottages/cabins with unique Lake experiences - Campgrounds with niche offering or lake/beach appeal - Lack of hotels - Limited conference facilities - Limited food and beverage facilities - Limited retail - Lack of unique offerings with critical acclaim - Absentee landlords who are not invested in the pride of the community - Lack of local support - Urban sprawl threatens the unique character (big box stores) - No central town or sense of place - Initiate Community Improvement Plans to inject new life into disappearing downtowns - Fundraising and grant programs need to be explored - Create unique proposition to encourage day- use beach goers to dine and shop in the area - Direct hikers and bikers to downtown areas 39

41 Strengths Weaknesses/Threats Opportunities Infrastructure Hospitality - Trail infrastructure - Community services - Lake facilities - Highway 404 access - Natural resources - Friendly residents and owner operators - Funding - Connectivity - Public transportation - Communications between organizations - Limited local government interest/support in tourism - No formal customer service training - Locals do not know what is here - Visitors are by- passing East Gwillimbury and don t know there are reasons to stop - Broadband and cellular connectivity - Public transportation - Communications between organizations - Signage - Go Station connectivity - Improve pride of place - Engage locals - Provide customer service training throughout the area provide tools for visitors (trip planning, way finding while in the area and opportunity for feedback) Promotion - Diversified promotions - Expertise and knowledge about the area - Budget constraints - Emerging trends to keep up with - Very little collaboration (duplicating efforts) - Not taking advantage of free media, storytelling - More collaboration to increase bang for buck - Awareness of surrounding areas - Packaging and creating compelling new reasons to visit 40

42 Strategic Tourism Goals Based on the time invested exploring East Gwillimbury and Georgina s current tourism landscape and performance, the Tourism Task Force identified 5 overarching tourism goals. 1. Community Collaboration There is an opportunity to create an environment for regular communication between tourism businesses, key stakeholder organizations and the Towns. This new level of engagement will build capacity with and between businesses and municipalities through investments in training, cluster development and providing industry with the tools needed to enhance their tourism development. 2. Complete a Fulsome Tourism Inventory Completing a full tourism inventory including festivals and events will allow both East Gwillimbury and Georgina to truly understand their unique attributes and communicate this with both local residents and visitors. 3. Engage, Inspire and Equip Tourism Partners Training and the engagement of tourism operators and local storytellers are critical in identifying your unique positioning and developing a mix of experiences that can be packaged and promoted. This training focuses on identifying the ideal customer, meeting/exceeding their expectations and reaching them effectively through targeted marketing. 4. Make it Easy for Visitors From the outside looking in, both East Gwillimbury and Georgina need to enhance the tools that visitors use to plan a trip and then navigate their way to and within both communities to discover all of the must see and unique attractions. The quickest win in this category is to leverage current day- trippers. With both East Gwillimbury and Georgina seeing a high volume of day- tippers who are spending below the provincial average there is a desire to create focused campaigns and partnerships that would encourage visitors to spend more and stay longer (adding on a meal, encouraging a trip to the downtown or farmer s market while at the beach). 5. Promote Your Uniqueness Prioritize marketing and promotions to benefit multiple stakeholders, fit the targeted visitor types and those that uniquely differentiate both East Gwillimbury and Georgina. The goal is to build the unique selling proposition and unforgettable experiences. It is a shift from marketing a general array of opportunities and physical assets to creating an identity that will resonate with and attract travellers. 41

43 Action Plan Short Term 2015 Medium Term 2016 Long Term 2017 and beyond 1. Community Collaboration Action Key Result Who Suggested Timing 1. Define the roles and responsibilities of the key organizations that support tourism economic development particularly within and between municipalities. A clear direction that will ensure the ongoing support of tourism activities. A collaborative understanding of when to lead, partner or support project initiatives. Town of Georgina Georgina Tourism Business representatives (including each of the BIAs) Georgina Chamber of Commerce Short Term Town of East Gwillimbury East Gwillimbury Tourism Businesses representatives 2. Establish formal Tourism Committees; one in each of the Towns, to work independently but collaborate on initiatives that have shared themes. 3. Define desired annual tourism activities and create a budget for development and promotion. 4. Meet twice annually with Central Counties Tourism to review grass roots activities and strategize opportunities to align and influence CCT programs (experience development and marketing). Tourism Committees form the critical link between the Towns and the tourism business operators who can work together to encourage economic development in the tourism sector. Ensure ongoing commitment of tourism activities that allows the tourism industry partners to plan for the next 3 years. Avoids duplication. Leverage CCTs product/experience development and marketing funds and increase reach through pan regional opportunities. East Gwillimbury Chamber of Commerce Town of Georgina Georgina Tourism Businesses (with reps from each of the BIAs) Georgina Chamber of Commerce Town of East Gwillimbury East Gwillimbury Tourism Businesses East Gwillimbury Chamber of Commerce Town of Georgina Georgina Chamber of Commerce Town of East Gwillimbury East Gwillimbury Chamber of Commerce Newly established: Town of Georgina Tourism Committee and Town of East Gwillimbury Tourism Committee Central Counties Tourism Short Term Short Term Short Term identify Medium term implement 42

44 2. Complete a Fulsome Tourism Inventory Short Term 2015 Medium Term 2016 Long Term 2017 and beyond Action Key Result Who Suggested Timing 5. Complete an inventory of all tourism Short Term assets and festivals and events 6. Ensure a robust listing of tourism assets and experiences on both the Towns websites, YorkScene and in the Central Counties database 3. Engage, Inspire and Equip Tourism Partners A detailed listing that can be used to communicate with tourism businesses to engage them in development opportunities Visitors will have a better understanding of where to stay, eat and experience Georgina and East Gwillimbury Determine who can carry this out in 2015 (could be completed by a summer student via government grant) Possibly led by East Gwillimbury and Georgina Chambers of Commerce Town of Georgina Town of East Gwillimbury Central Counties Tourism Short Term Action Key Result Who Suggested Timing 7. Provide ongoing training to tourism operators, organizations and associations on how to use the OTMPC & CTC research to develop tourism experiences and invest in marketing that is aligned with the values and expectations Operators will understand visitor profiles and how to benefit from using this information in their product development and marketing activities Town of Georgina/Tourism Committee Georgina Tourism Businesses Town of East Gwillimbury/Tourism Committee East Gwillimbury Tourism Businesses Short Term initiate 8. Initiate an Experience Development pilot program in each Town (Ice Fishing in Georgina and Agri- tourism with Agri- Equestrian in East Gwillimbury to be validated with Tourism Committees when formed) New experiences to take to market in 2016 Central Counties Tourism Town of Georgina /Tourism Committee Targeted Georgina Tourism Businesses Town of East Gwillimbury/Tourism Committee Targeted East Gwillimbury Tourism Businesses Short Term- workshops Medium Term market ready Central Counties Tourism 43

45 4. Make it Easy for Visitors Short Term 2015 Medium Term 2016 Long Term 2017 and beyond Action Key Result Who Suggested Timing 9. Expand the current community gateway signage to include way- finding to the areas attractions. Improves visitor experience and heightens awareness of what there is to experience in the area. Town of Georgina Town of East Gwillimbury A needs assessment can determine the best location for additional signage. 10. Provide front line hospitality employees with local ambassador training that provides them with a robust understanding of EG&Gs tourism assets. Improves visitor experience and allows businesses to cross promote. Communicate with York Region re: Regional signs on Regional roads Town of Georgina Georgina Tourism Businesses (with reps from each of the BIAs) Georgina Chamber of Commerce Town of East Gwillimbury East Gwillimbury Tourism Businesses Medium Term - strategy Long Term completion of signage Medium Term 11. Ensure distribution of tourism information and on- going communication about things to see and do to the local community. Host a Celebrate EG&G event. Encourages residents and their visiting friends and relatives to explore the area. East Gwillimbury Chamber of Commerce Georgina Tourism Businesses (with reps from each of the BIAs) Georgina Chamber of Commerce Town of East Gwillimbury East Gwillimbury Tourism Businesses Medium Term 12. Produce a map of tourism assets that can be used to assist visitors who are already in the area. Distribute to all incoming sports group. A practical tool for residents and visitors while they are in the area to encourage additional spending in tourism businesses. East Gwillimbury Chamber of Commerce Town of Georgina /Tourism Committee Town of East Gwillimbury/Tourism Committee Medium Term 44

46 5. Promote Your Uniqueness Short Term 2015 Medium Term 2016 Long Term 2017 and beyond Action Key Result Who Suggested Timing 13. Expand online presence (website and Effectively leverage the Yorkscene website. Medium Term social media). 14. Review current marketing images, text and videos to determine gaps with existing products to ensure a match with the targeted visitor profiles. Create a local web presence that targets visitors and aims to promote and service the tourism market. Identify where investment is needed to harmonize and enhance communications and promotions around the ideal guest profiles. The Towns of Georgina and East Gwillimbury in collaboration with York Region Town of Georgina /Tourism Committee Georgina Tourism Businesses Town of East Gwillimbury /Tourism Committee East Gwillimbury Tourism Businesses Short Term follows Action Identify and empower local story tellers and effectively use blogs to engage potential visitors and share with them the uniqueness of Georgina and East Gwillimbury. These stories act as a behind the scenes look from the lens of a trusted local and can create emotional connections with potential visitors. Central Counties Tourism Town of Georgina /Tourism Committee Town of East Gwillimbury/Tourism Committee Medium Term identify Long Term - leverage 45

47 Appendix A Ontario Market Segments ( 46

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