THE CORPORATION OF THE CITY OF VERNON. TOURISM ADVISORY COMMITTEE MEETING WEDNESDAY, NOVEMBER 18, 2015 VERNON LODGE AND CONFERENCE CENTRE - 8:00 a.m.

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1 THE CORPORATION OF THE CITY OF VERNON TOURISM ADVISORY COMMITTEE MEETING WEDNESDAY, NOVEMBER 18, 2015 VERNON LODGE AND CONFERENCE CENTRE - 8:00 a.m. A G E N D A 1. ADOPTION OF AGENDA 2. ADOPTION OF MINUTES a) October 18, 2015 (attached) 3. UNFINISHED BUSINESS a) 3% increase discussion b) Marketing Action Team update from Oct. 27 meeting Budget Review Product Development Access to China market CITAP membership Media Efforts Photography/Videos Accessing Destination BC Marketing Fund c) Thompson Okanagan Tourism Association update TOTA Summit Discussed Caravan Media and Travel Trade Brochure TOTA Visitor Guide/Programs TOTA new Board Mobilize Partnership d) Revision to marketing policies e) Beautification of Vernon Visitor Information Centre (VVIC) f) Signage issues for VVIC g) 55+ Games h) New TAC recruitment 4. NEW BUSINESS: a) Winter Travel to Wellness Campaign February 2016 b) Destination Think! 5. INFORMATION ITEMS: a) Accommodation Tracking (attached) b) Visitor Info Centre Statistics (attached) c) Municipal Reg. District Tax Update (attached) Marketing Campaign/Update: a) 2015 Winter Campaign with CTV Vancouver & Edmonton.

2 Tourism Advisory Committee Agenda Page November 18, 2015 Travel Trade Update: a) Canada West Marketplace Media Update: b) Media Hosting: i. Asian Foodie & Ski FAM December tentative ii. Vernon Winter FAM January tentative. c) Stories: i. AAA Journey Magazine ii. Seattle Mag iii. BC Living Mag d) Media Conference: i. Pending approval in e) Media Dinner Hosting: i. Seattle Media Dinner 6 journalists ii. Vancouver Media Dinner 9 journalists. Tourism Conferences: i. MRDT 3% Open Forum ii. Tourism Industry Conference iii. BCDMOA iv. DBC Visitor Centre Network. 6. NEXT MEETING: a) The next meeting of the Tourism Advisory Committee is tentatively scheduled for Wednesday, December 16, ADJOURNMENT

3 THE CORPORATION OF THE CITY OF VERNON MINUTES OF TOURISM ADVISORY COMMITTEE MEETING HELD WEDNESDAY, OCTOBER 21, 2015 OKANAGAN LAKE ROOM PRESENT: VOTING: Claus Larsen, RPB Hotels & Resorts (Best Western), Chair Dan Rogers, Greater Vernon Chamber of Commerce, Vice-Chair Gerry Skura, Community at Large David Gibbs, Prestige Inn & Suites Jacqueline Birk, Silver Star Resort Lara Konkin, Downtown Vernon Association Aaron Deans, Allan Brooks Nature Centre NON VOTING: Mayor Mund ABSENT: STAFF: Kevin O Brien, Kalavida Surf Shop Jay Bolbrugge, Tiki Village Kevin Poole, Manager, Economic Development & Tourism Janice Nicol, Committee Clerk ORDER ADOPTION OF AGENDA The Chair called the meeting to order at 8:02 a.m. Moved by Lara Konkin, seconded by Gerry Skura: THAT the agenda for Wednesday, October 21, 2015 Tourism Advisory Committee meeting be adopted. CARRIED. ADOPTION OF MINUTES Moved by Dan Rogers, seconded by Lara Konkin: THAT the minutes of the Tourism Advisory Committee meeting held Wednesday, September 16, 2015 be adopted. CARRIED. UNFINISHED BUSINESS: REVISION OF MARKETING POLICIES An update on the ongoing project of revising the existing marketing policies was provided as follows: 1

4 Staff continues to review all policies for updates and considerations for access to funding programs; Should be something available for committee to view in early BEAUTIFICATION OF VERNON VISITOR INFORMATION CENTRE (VVIC) SIGNAGE ISSUE FOR VVIC 3% INCREASE DISCUSSION An update was provided on the plans to beautify the Visitors Information Centre as follows: Staff are currently reviewing potential parking improvements adjacent to the property; Some plans should be available for viewing by the spring; More information will be shared with the Committee as it becomes available. Signage for the VVIC were discussed and the following points noted: The Ministry of Transportation and Infrastructure is scheduled to fix signs along Highway 97 by October 23, At the last meeting, the possibility of increasing the Municipal Regional District Tax (MRDT) from 2% to 3% was discussed in response to a new ruling by the Province that they use 2/30 (6.667%) of collected MRDT for promotion of provincial events taking place in that community. The following points were noted: Staff is currently reviewing the new legislation and requirements; Issues will be discussed at the BC Destination Marketing Organization Association meeting will the 1% be available for the Thompson Okanagan? It would mean a total of 2.8% back to Vernon if the MRDT is increased to 3%; All funding is application based, might have to be a national event to attract the provincial funding that is being collected; The Manager, Tourism Services will have more information to share with the Committee at the next meeting. MARKETING ACTION TEAM The new marketing action team members are: Jacqueline Birk Aaron Deans Claus Larsen 2

5 The first meeting will be held on October 27, 2015 at 9 a.m. to discuss marketing plans for The Team will report back to committee in November. NEW TOURISM ADVISORY COMMITTEE RECRUITMENT There are currently two positions vacant: Attractions Sector Under 80 Rooms Accommodator One application has been received for the Golf Sector rep from our previous advertisement. Letters have also been sent to accommodators under 80 rooms that are collecting the MRDT. A new advertisement will be in the November 8 and 15 Morning Star as well. MEDIA & TRAVEL TRADE FAM TOUR CRITERIA Media is combination of journalist and outlet focus along with Tourism Vernon s two primary interest drivers local flavours and activities. This aligns with our regional Thompson Okanagan Tourism Association (TOTA) initiatives and with Destination BC s (DBC) criteria. Primary markets: Vancouver/Lower Mainland Calgary Edmonton Secondary markets: Canada (with direct flight to YLW) Pacific Northwest (Spokane, San Francisco) with support from DBC and Destination Canada (DC) International China, Germany, France, UK, Australia, Korea, Japan with support from DBC and DC. Media journalist profile form needs to be completed and staff track media results. Tourism partners featured have to be visitor ready and provide a unique or exceptional visitor experience that is available daily or seasonally and also have a willingness to host media experiences. BROCHURES The Visitor Information Centre puts out an every Friday, added to the is information about how to obtain brochures for your business. 3

6 NEW BUSINESS: 55+ GAMES IN VERNON The dates for the 55+ Games are September 12 16, As inquiries are being received already by Tourism Vernon, please provide hotel blocks and pricing. Preliminary conversations have determined that approximately 4500 athletes will be hosted in Vernon which should fill all accommodations. It was suggested that Tourism Vernon provide hotels and camping location maps as part of the package CARAVAN WITH THOMPSON OKANAGAN TOURISM ASSOCIATION The Committee was advised of the 2016 Caravan with Thompson Okanagan Tourism Association (TOTA). The following points were noted: There is possible activation in three markets: Vancouver $4000 fee 5 days at the Vancouver International Auto Show March Suggestion to decline based on audience mostly male (females are the trip planners) and no solid promotional plan to market Caravan in Vancouver. Seattle $1500 fee 2 days at the Travel Tips & Adventures Expo March 5 6 Conflicts with Edmonton Golf Show Waiting for marketing and promotional support Potential total costs would be $5000 plus US exchange. Silver Star is looking to travel to this show as an independent. Calgary $2500 fee No details or confirmed dates tentatively April 2016 ACTION ITEM: provide a sense of how businesses feel about tota The Committee discussed the value of participating with TOTA in this Caravan. The committee discussed that the TOTA s pricing structure for events makes it challenging for stakeholders to participate. 4

7 INFORMATION ITEMS: ACCOMMODATION TRACKING The accommodation tracking statistics were reviewed by the committee. VISITOR INFO CENTRE STATISTICS 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. Complaints about signage. The Committee reviewed the success of the bike rental at the VIC this summer. The following points were noted: Few users but those that did venture out enjoyed biking in the downtown; Value in discussing business associated with Rail to Trail construction; Ribbons of Green will be hosting workshop regarding the Rail to Trail; The bike rental project at the VIC was a great learning experience, lots of opportunities for improvement next year. MUNICIPAL & REGIONAL DISTRICT TAX (MRDT) UPDATE The committee reviewed the statistics attached to the agenda for the Municipal & Regional District Tax. MARKETING CAMPAIGNS USA Today October 16 This is part of our US destination awareness strategy for Vernon, leveraging ski, aligns with DBC and DC for the ski segment and effort to drive awareness to BC destinations. Big thank you to Lori Cote, who has helped with U.S. media outreach. WestJet ad for Fall October issue leveraging Okanagan Cool Feature Winter CTV Edmonton & Vancouver Promotes winter activities, will be active in the market mid-december Snowmobile Show November 13 and 14 Tourism Vernon has booth with consumer rack card offer for winter season; Estimated attendees 10,000. Development of 2016 Marketing Plan Planning session with Marketing Action Team October 27 5

8 New Tourism Vernon Website Design approved, being programmed Copy is 7% complete 250 pages, not including tourism businesses directory which will give each partner a page to update with images. Development of Long Range Tourism Strategic Plan 2021 and beyond Strategic plan is being worked on, staff is working to find a partner to develop the plan with 3% MRDT consideration. TRAVEL TRADE UPDATE September 5-6: Air Canada Nordic FAM with 15 Scandinavian Tour Operators Stayed at Holiday Inn Express Partners toured: Sparkling Hill, Davison Orchards, Lake City Casino, Naked Pig. September 22 Destination BC Follow Me to BC 17 Chinese Travel Agents Partners toured: Davison Orchards, Sparkling Hill September 26 Destination Canada first 9 Tour Operators from India FAM Partners toured: Davison Orchards, Sparkling Hill MEDIA UPDATES: a) Media Hosting September 13 16: Tourism Vernon Harvest FAM Three media Barbara Sligl, Leslie Miraz and Alison Kent Vancouver and Toronto Partners Best Western Vernon, Naked Pig, Davison Orchards, Loop Cruisers, Vernon Farmers Market, Gray Monk Winderies, Bourbon Street Café, Ration Coffee, Fieldstone Organics, Wild Oak Café, Village & Terrior Cheese, Okanagan Spirits, The BX Press, Eatology and Mushroom tour at Vale Farms. September 24 27: Family Fun Canada Six bloggers developing stories for families and parent getaways Vancouver, Calgary, Edmonton, Halifax Partners Predator Ridge, Sparkling Hill, Kalavida, Mojo Tours, The BX Press, Okanagan Spirits, Honeymoon Meadery Confirmed minimum of six blog stories will be written. 6

9 September 26 27: Go Media Pre-FAM Five international media Hee-Sun Ham (Korea), Guy Wilkinson (AUS), Rupert Everett (UK), Suzanne Morphet (CAN) and Ru Song (China) Focus Active Vernon biking, SUP, outdoors and local flavours Partners Destination Canada, Tourism Kamloops, Tourism Sicamous, Sun Country Cycle, North Okanagan Cycling Club, Kalavida Surf, Okanagan Spirits, Predator Ridge, Sparkling Hill, Fairfield Inn& Suites, Davison Orchards, Bamboo Beach Fusion, Original Joe, Oyama Ziplines. Confirmed stories upcoming from all five media September 26 27: National TV Show Site inspection of potential area locations Tentative show timing late May/early June January 18 22: tentative Tourism Vernon Winter Ski & Activities FAM Target 4 8 media from Vancouver, Edmonton, Toronto and Seattle March/April tentative Tourism Vernon Biking & Hiking FAM Target 4 8 media from Vancouver, Edmonton, Toronto and Seattle. Suggested that this be moved to April/May as it is weather dependent. b) Stories: September 6 Play Outdoors media Vernon Family Adventure on YouTube: October WestJet Magazine Cool Okanagan Biking, snowshoeing, Nordic skiing and local flavours Value $22,000 October 3 and 4 th Vancouver Sun Ghost to Kangaroos Ghost tours, Historic O Keefe Ranch, Opal Mine, Kalavida SUP Pilates, Wildcraft Forest, Naked Pig, Marten Brewery and Eatology Value $8,000 Upcoming: 7

10 BC Living Tomato Travel & Leisure c) Media Conference: Go Media Canada: 31 out of 32 booked media appointments Six media interested in coming for FAMs in winter 2015 and spring 2016 Follow up with all media in progress Focus: Winter activities Multi-generational family travel Foodie Travel Spring/Summer activities biking, hiking, watersports and agritourism d) Media Dinner Hosting: Vancouver Media Dinner November 4 Edibles Canada with Chef Marco Herbergs from Sparkling Hill featuring local North Okanagan foods 16 media Story pitching North Okanagan abundance Seattle Media Dinner November media Story pitching Vernon activities & local flavor 2016: Tentative Calgary March Edmonton March Vancouver April and October Seattle April Portland April Spokane April Toronto - June TOURISM CONFERENCES October TIABC Annual Tourism Summit October 21 BCDMOA Annual Meeting October DBC Visitor Network Annual Meeting 8

11 DATE AND TIME OF NEXT MEETING The next meeting of the Tourism Advisory Committee is scheduled for Wednesday, November 18, 2015 at 8:00 a.m. in the Okanagan Lake Room. ADJOURNEMENT The Tourism Advisory Committee meeting adjourned at 9:03 am CERTIFIED CORRECT: Chair 9

12 DATE RANGE: October PHONE CALLS AB MB BC ON SK USA UK Local Europe Other Total Toll Free Regular s Packages TOTAL 85 *Some calls may have more than one inquiry TOLL FREE INFORMATION VISITORS 2015 % Change over 2014 Requested Total Regular Source Total TF Total Parties % Phone Number Website Tour 5 Total Visitors % Event/Attraction 8 Website Other Relocation 3 Print 3 ORGANIZATIONS ASSISTED Silver Star Repeat Visits 2 Name of Group Assistance Provided Roads Other (Word of mouth) 2 Tweet Up 2 Staff attended Services Network Conference *3 days Vancouver Accommodation 2 Training/Certifacations 2 complete TOTAL 13 Total 12 Inventory Manual Count Complete REGULAR CALL LINE Social Media Pilot Ongoing +Educationals Requested Total Regular Source Total Mobile Pilot Completion & Report Phone Number Website Tour 12 Social Media ads Weekly Event/Attraction 13 Website Other Media packages *2 Ange Relocation 1 Print Stakeholder meetings 2- Schell Motel & Cedar Falls Silver Star Repeat Visits 16 Business after 4 Trade Fair Staff attended Roads Other (Word of mouth) 5 Website meetings Attended Weekly Services 18 Ad Sale Preperation Stakeholder 6 Accommodation TOTAL 38 TOTAL 33

13 WEBSITE VISITS Facebook Monday Tuesday WednesdayThursday Friday Saturday Sunday 0 Klout = Day Tourism Vernon Twitter Activity Mon Tue Wed Thur Fri Sat Sun Totals followers increase increase 70 WEBSITE TRAFFIC Organic 9336 or 48% Referring Sites 5397 or 27% Direct Traffic 4466 or 23% Social 130 or.5% Total Visits MAIL OUTS SENT INQUIRIES Totals s Sent Relocation 3 All from the website Info Pkg 5 Accommodation Camping Advert Pack Vernon Information Requests 23 TOTAL 8 Other

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15 City of Vernon Municipal Regional District Tax (MRDT) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total % Change 2010 $ 14, $ 15, $ 29, $ 28, $ 57, $ 51, $ 37, $ 23, $ 15, $ 15, $ 286, $ 13, $ 16, $ 17, $ 21, $ 30, $ 36, $ 53, $ 55, $ 39, $ 28, $ 16, $ 16, $ 348, % 2012 $ 15, $ 22, $ 23, $ 25, $ 45, $ 32, $ 58, $ 65, $ 46, $ 30, $ 21, $ 19, $ 406, % 2013 $ 16, $ 23, $ 19, $ 40, $ 24, $ 57, $ 58, $ 75, $ 46, $ 28, $ 25, $ 22, $ 438, % 2014 $ 25, $ 26, $ 38, $ 35, $ 46, $ 60, $ 71, $ 89, $ 51, $ 34, $ 30, $ 25, $ 535, % 2015 $ 29, $ 31, $ 33, $ 32, $ 63, $ 84, $ 63, $ 95, $ 337, % YTD % Chg 15/ % 15.9% 13.6% 6.2% 38.3% 37.8% 11.8% 6.9% $120, $100, , 2014 and 2015 MRDT Monthly Revenues YTD (Aug) % Change 2015 $ 433, % 2014 $ 394, % 2013 $ 315, % 2012 $ 289, % 2011 $ 246, $80, $60, $40, $20, $ Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec