Alternative Accommodation Study

Transcription

1 Alternative Accommodation Study November 2016

2 Contents 1 INTRODUCTION THE PROJECT OUR APPROACH NOTES ON DATA 3 2 CURRENT SITUATION VISITOR PROFILE ACCOMMODATION PROFILE 5 3 POLICY FRAMEWORK AGRI-TOURISM OPPORTUNITIES LAND USE POLICY 10 4 STAKEHOLDER INPUT ALTERNATIVE ACCOMMODATION OPPORTUNITIES FARM STAYS BED AND BREAKFASTS AIRBNB FANSHAWE COLLEGE 29 6 CASE STUDIES THE NORTHWEST FARM STAY WEBSITE THE FINGER LAKES, NEW YORK STRATFORD, ONTARIO 34 7 CONCLUSION AND RECOMMENDATIONS...36 APPENDIX APPENDIX A: COMMUNITY SURVEY...42 APPENDIX B: STARTING A FARM STAY CHECKLIST- MARKET READINESS TOOL...44 APPENDIX C: YATES COUNTY OCCUPANCY TAX- LOCAL LAW NO APPENDIX D: COUNTY ACCOMMODATIONS...46 Cover Photos retrieved from: Haldimand County Website (2016), Norfolk County Website (2016), TripAdvisor Website Norfolk B&B (2016) i MDB Insight: Draft Alternative Accommodation Study

3 1 Introduction The Counties of Elgin, Norfolk, and Haldimand ( the Counties ) have emerged as key tourism destinations in Ontario and comprise a significant portion of Ontario s Southwest. Their locations along the north shore of Lake Erie attract tens of thousands of visitors annually with the opportunity to experience a variety of outdoor activities including birding, cycling, fishing, camping, swimming and boating. The Counties are also known for their agricultural heritage, leading to a broad array of culinary offerings, including farmers markets, wineries, artisanal food, breweries and distilleries. Cultural programs like Savour Elgin and events like the Eat and Drink Norfolk and Harvests of Haldimand, as well as a network of local and regional festivals further connect visitors and residents to the rich cultural history of the region. FIGURE 1: MAP OF ELGIN, NORFOLK AND HALDIMAND COUNTIES Source: Modified by MDB Insight, retrieved from: It is estimated that in 2013, over 17 million people traveled to Ontario s Southwest communities. 1 Of these, 30% stayed overnight. As the Counties continue to expand their experienced-based tourism opportunities, bringing with this more and more tourists, visitors are increasingly challenged to find suitable overnight accommodation either in the form of traditional roofed accommodation such as hotels or motels or alternative forms of accommodations such as bed and breakfasts or farm stays. 1 Ministry of Tourism, Culture, and Sport, (2014), regional tourism profiles: Region 1 west Ontario. Retrieved from: 1 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

4 1.1 The Project The Counties recognize that they are facing a challenge in providing suitable accommodation options for visitors to the region during the peak tourism season. This, in turn, limits the economic impact that could be derived from an expanding tourism sector including the growth of the sector s shoulder seasons. A contributing factor to this situation, based on available data and discussions with stakeholders, is the insufficient year round visitor demand to justify the development of branded accommodation (e.g. hotels/motels). For this reason, the Counties are considering how best to facilitate and support the provision of traditional accommodation options (e.g. bed and breakfasts, seasonal rentals, farm stays etc.), as well as a broader range of unique alternative accommodation options (e.g. glamping, tiny houses, boatels, cycling tent pods, bunkhouses, etc.) to reflect the growing visitor demand for this type of experience. The study that follows: Documents the existing inventory of accommodation offerings (e.g. roofed and non-roofed), as well as the opportunity to accommodate additional units (e.g. vacant bunkhouses, upper storey units, secondary farm buildings); Reviews the permissiveness of the current land use framework including existing incentive tools (e.g. County Official Plans, Community Improvement Plans); and Identifies best practice approaches by jurisdictions (communities/regions) in terms of their efforts to attract and incent new accommodation offerings, particularly alternative accommodation. A further consideration in this regard is how best to inform property owners and investors of this business opportunity. This includes how to leverage the ongoing tourism marketing and promotional efforts of the individual counties and Southwest Ontario Tourism Corporation (SWOTC). 1.2 Our Approach The approach used in assessing the availability and opportunity associated with providing additional alternative accommodation options in the counties includes: Research on the existing inventory of accommodation options available in each of the Counties through an examination of Canadian Business Patterns, InfoCanada, local and regional assessment data, business directories, as well as other available client information; A review of the various upper tier official plans and community improvement plans to determine the current allowance for secondary residential uses. Discussions with the Counties planning staff were undertaken to understand the process by which these same planning tools could be adapted to include a broader range of accommodation options; One on one interviews with individuals who are currently providing accommodation and who have been identified by the Counties as potential partners for the provision of additional 2 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

5 alternative accommodation uses and an online community survey distributed by the Counties to community partners and accommodation providers; and A best practice review of implementation tools that assist with the creation of additional accommodation and a discussion of how two jurisdictions (e.g. the Finger Lakes District and Stratford, Ontario) have supported alternative accommodation options. 1.3 Notes on Data Data was collected from a variety of sources, including InfoCanada, Statistics Canada Canadian Business Patterns, Southwest Ontario Tourism Corporation (SWOTC) and the Counties. This information was used to develop an initial inventory of existing accommodation providers for each of the Counties (Appendix D). Relevant assessment data was provided by the Counties. The assessment data was used to further refine the existing inventory of accommodation providers (e.g. B&Bs, hotels, motels, campgrounds), as well as to identify underutilized properties or buildings that could be repurposed for accommodation (e.g. secondary on-farm structures, upper storey residential units, seasonal dwellings). Relevant tourism data was provided by SWOTC and the Ministry of Tourism Culture and Sport as it relates to the number of travellers to Ontario s Southwest and the characteristics of these travellers. It should be noted that the collection and comparison of county assessment data was challenging. Different data collection methods exist and while Haldimand and Norfolk Counties are single-tier municipalities (making assessment data easier to obtain), Elgin County is an upper tier municipality with seven lower tier communities, making it more difficult to assemble. In addition, both Norfolk and Elgin collect information relating to bunkhouses, while Haldimand does not. 2 2 Haldimand does not track bunkhouses as there are not a significant number of them. Haldimand County did not have the scale of tobacco farming that was seen in Norfolk or Elgin County and therefore did not have the same need for offsitebunkhouses. 3 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

6 2 Current Situation 2.1 Visitor Profile In order to understand the opportunity associated with providing additional tourism accommodation in the Counties, consideration has been given to the current level of tourism visitor traffic. Given the lack of local visitor data, the report relies on available provincial and regional data. In 2013, 17,812,900 people visited Ontario s Southwest with 56% of travellers visiting the area between April and September. 3 Approximately 49% of all visitors travel to the area to visit family or friends, with another 26% of visitors traveling for pleasure and 8% for business. 4 The vast majority of visitors come from Ontario, followed by US Border States. 5 The area is perceived as a great place for outdoor activities and is an easy destination to get to. 6 Strategic assets include the festivals, events, culinary experiences, the shorelines of Lake Erie, birding, camping, and other outdoor opportunities. 7 According to SWOTC, the travellers that make up the largest target market for the Ontario s Southwest region include: 49% of all visitors are traveling to visit family or friends 26% of all visitors are traveling for pleasure 8% of all visitors are travelling for business mellow travellers (15%) family memory builders (14%) youth socializers (10%) Mellow travellers are those who wish to unwind on their vacation, looking for travel experiences which set them at ease. The family memory builders are those who travel with children under the age of 18, looking to build memories. Lastly, youth socializers like to unwind and have fun on vacation, sharing experiences with others. Youth socializers are often younger and single, family memory builders vary in age. Important to each of these segments however, are nature experiences (e.g. beaches), culinary experiences, and general site seeing. 8 These travellers are also interested in the experience that comes from visiting the region. One can assume from this that unique accommodation experiences such as farm stays, glamping, boatels, as well as related agri-tourism opportunities would appeal to and attract these types of travellers. 9 Up and Coming Explorers and Connected Explorers are responsible for 26% of all the dollars spend in the Ontario s Southwest However, the travellers that spend the most money are the up and coming explorers and the connected explorers, who are looking to understand and appreciate the places they visit. While these two segments together currently make up only 17% of travellers to the 3 Ministry of Tourism, Culture, and Sport, (2014) 4 ibid 5 ibid 6 Southwest Ontario Regional Tourism Corporation (2014), Understanding Ontario s Southwest Tourism Growth Opportunities 7 Southwest Ontario Regional Tourism Corporation (2013), Consumer Insight Research 8 ibid 9 ibid 4 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

7 region, they are responsible for 26% of the dollars spent in the Ontario s Southwest. 10 In considering the type of accommodation to be targeted, it is essential that we consider the type of experience these travellers require. 2.2 Accommodation profile While it is important to understand the type of traveller to the region, it is equally important to understand the current type of accommodation (roofed/non-roofed) that is available to these visitors given their different needs and expectations. Figure 2 illustrates the range of accommodation options available in each county based on information collected through InfoCanada and county business directories. FIGURE 2: EXISTING ACCOMMODATIONS BY CATEGORY IN NORFOLK, HALDIMAND, AND ELGIN COUNTIES, Sources: InfoCanada, 2016; SWOTC 2016; Elgin County, 2016; Haldimand County, 2016 & Norfolk County, 2016 In examining these results, cottages and cabins make up the largest categories of accommodation (30%) across the three Counties. Camps comprise the lowest category of accommodations offered throughout the region with 2% respectively. In building an accommodation profile for the individual counties, consideration has also been given to available assessment data. Figures 3, 4, and 5 highlight the number of properties which could be targeted as alternative accommodation options. The figures illustrate the high number of 10 Southwest Ontario Regional Tourism Corporation (2013) 11 Campgrounds refer to both public and private camping facilities (including RV campgrounds). Camps refer to overnight youth campsites (i.e. YMCA run youth camps), and parks refer to Provincial Park campgrounds. 5 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

8 seasonal dwellings available in each county, as well as the number of second storey residential units in the downtown areas of each county and the number of farms with secondary structures. Farms with secondary structures, as well as seasonable dwellings could be tapped as a form of short-term accommodations subject to the provisions in both the Counties Official Plans and Community Improvement Plans. Under the right circumstances they could provide experience based travel opportunities that would appeal to the Counties target visitor markets. There are a number of farms with secondary structures which could be targeted as alternative accommodation options, including farm stays. This would provide additional income to farmers and create more accommodation options in each County. Building connections with farmers and owners of seasonal properties and educating them on the benefits of providing alternative accommodation options could enable the Counties to tap into an underutilized resource to support the growth of the tourism sector. Available data also suggests that each of the Counties has a high number of seasonal/recreational dwellings. A survey of these properties/property owners could provide an indication as to whether the owners are interested in renting the property for short-term rentals through the summer and shoulder seasons. While a community survey was undertaken for this study, it did not specifically target owners of seasonal/recreational dwellings. Additionally, the number of boathouses with residences (14) in Norfolk County may provide a unique opportunity to develop short-term accommodations, however it is important to determine whether this is a reliable number before much energy is expended on contacting these property owners. It should be noted that there is a discrepancy between assessment data and the data collected through public sources (e.g. InfoCanada, business directories). When comparing Figure 2 with Figures 3, 4 and 5, the results would suggest that assessment data is not accurately capturing the existing accommodation inventory in the Counties; including Bed and Breakfasts (B&Bs) and campgrounds. For instance, assessment data shows that Norfolk County has seven B&Bs while Figure 2 suggests that there are 23 B&Bs in the County. While this may relate to the size of the operation, having an accurate data source will better position the Counties to support the tourism sector and related businesses. Maintaining an accurate business directory is an essential first step to ensuring that travellers to the region have access to current and relevant information. 6 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

9 FIGURE 3: NORFOLK COUNTY ASSESSMENT DATA, 2016 Sources: Norfolk County MPAC Assessment Data, November 2016; Norfolk Building Department, 2016 FIGURE4: HALDIMAND COUNTY ASSESSMENT DATA (2016) Source: Haldimand County MPAC Assessment Data, November MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

10 FIGURE 5: ELGIN COUNTY ASSESSMENT DATA (2016) Source: Elgin County MPAC Assessment Data, April MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

11 3 Policy Framework 3.1 Agri-tourism Opportunities The rural nature of all three Counties provides opportunities for the growth of agri-tourism based accommodation opportunities, particularly given the significant number of secondary farm structures identified by assessment data. Coupled with the range of farmers markets, related agricultural operations such as wineries, culinary experiences, visitors to the region, and local marketing efforts could present a significant tourism product development opportunity for the Counties and appeal to the Counties target visitors. A resource available to support agri-tourism is OMAFRA s Guidelines on Permitted Uses in Ontario s Prime Agricultural Areas. The guidelines provide input to municipalities, decision makers, and farmers on interpreting the policies in the Provincial Policy Statement 2014 (PPS) on the uses permitted in prime agricultural areas. Permitted uses and activities include: agricultural uses, agricultural-related uses and on-farm diversified uses. 12 These uses help to maintain the land base for agriculture and support a thriving agricultural industry and rural economy. On-farm diversified uses are: Located on a farm Secondary to principal agricultural use of the property Limited in area (ensuring that agriculture remains the main land use) Includes, but is not limited to, home occupations, home industries, agri-tourism uses and uses that produce value-added agricultural products This could include farm vacation suites, B&Bs, and seasonal events Compatible with, and shall not hinder, surrounding agricultural operation The criteria used to determine if a use can be considered an on-farm diversified use is the element of scale and the necessity to limit the amount of land removed from agricultural use. The guidelines recommend that municipalities consider the use of partial lot zoning for on-farm diversified uses, whereby a portion of the property dedicated to this use would be zoned for those use with the remainder of the property remaining in an agricultural zone. 13 SWOTC has identified agri-tourism as an opportunity for farm operators to enter new markets for farm products and services and suggested that the growth of agri-tourism provides opportunities to more fully utilize farm resources while providing additional income for farm families. Opportunities identified include, B&Bs, farm vacations, seasonal festivals, school tours, and roadside markets. 14 Norfolk and Haldimand Counties have developed as of right zoning permissions for a variety of value added, experiential activities on farms including farm accommodations, farm tours and seasonal attractions. 12 OMAFRA (2016), Permitted Uses in Ontario s Prime Agricultural Areas. Retrieved from: 13 Given that the PPS does not allow for severances for on-farm diversified uses, partial lot zoning should not be considered a step towards lot creation. 14 SWOTC (2011), Agri-tourism Development Strategy and Marketing Plan. Retrieved from: 9 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

12 In this regard, OMAFRA has developed a guide Developing Agri-Tourism Operations in Ontario 15 that encourages the creation of alternative accommodations. The Counties should leverage the agri-tourism manual to create more detailed how-to manuals that support local accommodation growth. These manuals could be developed following a similar format as the Minnesota Institute for Sustainable Agriculture s Diversifying Your Farm Business through Agri-tourism 16 and ICraft Brew s Start Your Own Brewery in Eastern Ontario 17 manuals. Each of the manuals provide information on regulations related to developing assets (e.g. licencing, zoning and land use designations) and marketing opportunities and information and stress the importance of understanding the market prior to product creation. The icraft Brew manual provides inforon where and how to access funding (e.g. personal assets, angel investors, and financial institutions). This is consistent with the input from the stakeholders interviews discussed late in the report. Another important component of the manuals, as highlighted in the Minnesota Agritourism Manual and the icraft Brew guidelines, is information and tips related to developing a business plans. The three manuals stress the need for marketing, including focusing on a message, understanding the best medium to disseminate information (e.g. print or online), and understanding how to reach the targeted audience. The Minnesota Institute for Sustainable Agriculture s manual also discusses the importance of online reservations, as travellers increasingly use only online methods to plan and book their vacations. 3.2 Land Use Policy A primary consideration in trying to foster the development of alternative accommodation options is the permissiveness of the current land use policy framework and the degree to which each county is supporting the development of tourism accommodation. To determine this, a high level review of the Counties current Official Plans (OPs) and Community Improvement Plans (CIPs) was completed. This review was supplemented with discussions with County planning staff to get a more fulsome understanding of the manner in which residential uses were permitted and the approach that may be required to enable the provision of alternative accommodation uses. As lower-tier municipalities OPs and CIPs must conform to their upper-tier, only the upper-tier OPs and CIPs were reviewed. Each of the OPs and the CIPs recognize the need to support tourism opportunities, including the creation of accommodations. The information that follows is not exhaustive, but rather intended to reflect the current policy position of the various Counties as it relates to providing for a select range of alternative accommodation uses MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

13 3.2.1 County Official Plans Elgin County Official Plan Elgin County s OP recognizes the important of tourism to the county s economy. Tourism related goals in the OP include supporting tourism by promoting the maintenance, expansion, and upgrading to existing tourism opportunities and encouraging the creation of agri-tourism opportunities in agricultural areas. Unlike the other Counties, Elgin s OP defines how large a farm vacation home or B&B can be. This helps property owners understand if their accommodation would be considered as a secondary use in agricultural areas. Alternative accommodations are evaluated on a case by case basis in the county, as they relate to the primary use of the land. FIGURE 6: ELGIN COUNTY OFFICIAL PLAN Land Use Designation/Special Consideration General Commercial Agriculture Section A5.3 Tourism Land Use Policy promote the maintenance, expansion and upgrade of existing tourism and tourist destination-oriented uses in the County and encourage the establishment of additional high-quality attractions, facilities accommodations, services, and events encourage the establishment of agriculture-related and secondary uses in the agricultural area Section C1.1.2 Commercial Area Objectives Section C1.5 Downtown Areas encourage and promote development that combines commercial, residential and other land uses to facilitate the more efficient use of urban land and the establishment of a pedestrian environment encourage the maximum use of existing buildings to accommodate a wide range of uses, with an emphasis on using upper level space for offices, residential uses and other uses Section C2.7 Agricultural Area: Permitted Secondary Uses Farm vacation homes or bed and breakfast establishments (with up to 6 rooms) subject to C2.7.5 this Plan Section C2.7.5 Farm Vacation Homes or Bed and Breakfast Establishments Farm vacation homes and bed and breakfast establishments with up to 6 rooms for the temporary accommodations of guests are permitted subject to the policies of the local Official Plan provided that: The use shall not have an adverse effect on the enjoyment and privacy of neighbouring properties Comments The OP specifically supports B&Bs and farm stays and is supportive of tourism opportunities While the OP includes secondary suites as a residential intensification tool, there is no policy related to establishing or defining one B&Bs are allowed in residential areas as they would be considered a home occupation based on the County s definition Traditionally, upper storey units have been used for long term residential purposes. It would be up to building owners to allow for Airbnbs or short term accommodations Currently, there are no policies in place to govern accommodations other than B&Bs and farm stays. There are no Airbnb policies at the County level. Alternative accommodations will be evaluated on a case by case basis as they relate to the primary use of the land There are no polices related to boatels 11 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

14 Land Use Designation/Special Consideration Land Use Policy The farm vacation home is the principle residence of the owner and operator The character of the dwelling as a private residence is preserved Adequate parking facilities are available on the lot for the proposed use Comments Concerns related to developing camping or glamping facilities on farms may include parking considerations Source: Elgin County Official Plan, Feb Haldimand County Official Plan Unique to Haldimand s OP is the definition of secondary suites. Similar to Elgin County, secondary suites are encouraged to facilitate residential intensification in urban areas, and farm vacation and B&B establishments are allowed in agricultural areas. Haldimand County s OP also allows B&Bs to be established in hamlets, residential and commercial areas and along the Grand River. The OP also specifies that apartments associated with commercial uses are allowed in hamlet areas. This is important as it relates to the creation of upper storey, short-term accommodations throughout the County. In discussions with a county planner, on-farm accommodations including glamping and farm vacation stays are allowed to be developed, on a case by case basis. FIGURE 7: HALDIMAND COUNTY OFFICIAL PLAN Land Use Designation/Special Consideration Agriculture Land Use Policy A single detached dwelling may be permitted on an existing lot of record or on a lot created by consent in accordance with the policies of the Plan. Accommodations for farm vacations and bed and breakfast establishments may also be permitted in the dwelling in accordance with other policies of this Plan. One additional dwelling may be permitted on any farm holding for the following: A temporary or year round dwelling unit for full-time farm help where the farm holding is of a type and scale that warrants such full-time help close by; A mobile home unit for the housing of seasonal workers actively involved in the operation of the farm holding A garden suite in accordance with Section 5.M Comments County planning department suggested they would need to consider how best to reflect alternative accommodation uses in the County OP There are no specific permissions in place for additional residences in residential areas (e.g. for tiny homes) and they are not allowed at present 12 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

15 Land Use Designation/Special Consideration Commercial Hamlets Bed and Breakfasts Secondary Suites Land Use Policy Community Commercial Permitted Uses A full range of commercial activity shall be permitted in the Community Commercial designation, including retail and service commercial facilities; business; personal and professional offices; recreation and entertainment facilities; communication and transportation services; hotels; restaurants; private clubs, government offices, community and cultural facilities and public and private institutions The predominant land use within the Hamlet designation shall be low density residential housing, including single and semi-detached dwellings and apartments associated with commercial uses. Limited, appropriately scaled commercial, industrial and institutional and agriculturally related uses are also permitted A bed and breakfast establishment may be permitted within the Agricultural, Residential, Hamlet and commercial designations and also within the vicinity of the Grand River and Lakeshore area but outside Hazard Lands and Natural Environment Areas in accordance with the following criteria: With the exception of the commercial designations, the use is clearly accessory to the principal residential use of the property and the use does not significantly change the character of the dwelling as a private residence In the commercial designations, the bed and breakfast establishment is not permitted in the street front portion of the building at street level In the Agricultural designation, the bed and breakfast establishment is permitted as a secondary use Secondary Suites, where permitted in this Plan will be subject to the following criteria and the regulations of the Zoning By-law: Source: Haldimand County Official Plan, Nov The unit is clearly subordinate to the primary residential unit in the dwelling Adequate servicing capacity exists Adequate on-site parking for both residential units is provided Comments Glamping opportunities can be allowed on farms as it relates to the Provincial Policy Statement s provisions of on-farm diversified uses. However, they will be limited in number to ensure that the farm use remains the primary land use There are currently no policies related to Airbnb s and there have been no requests yet for upper storey conversions into short term accommodation. These upper storey conversions would occur in settlement areas rather than agricultural areas While Garden Suites are intended as a temporary use for elderly, sick or disabled person, there is an argument for allowing tiny houses in the same manner temporary, selfcontained and mobile Norfolk County Official Plan Norfolk s OP also recognizes the importance of tourism to the local economy. Norfolk s OP provides site-specific (e.g. exclusive to a single, prescribed area) and general policies for accommodation establishment. Of the three, this is the only County which use site-specific policies in its OP to enable the development of alternative accommodations in its OP. B&Bs can be established in hamlet, urban residential, central business district, and urban waterfront 13 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

16 designations. Additionally, the OP specifies that bunkhouse conversions can be established in agricultural designations. This is important as it relates directly to the creation of alternative, onfarm accommodations. While secondary suites are allowed to be created, the OP does not allow a single property to have two separate dwellings. As such, secondary suites have to be connected to the primary residence in residential areas (e.g. a basement apartment rather than a tiny house). FIGURE 8: NORFOLK COUNTY OFFICIAL PLAN Land Use Designation/Special Consideration General Agricultural Urban Areas Site Specific Section 5.4 Tourism Land Use Policy Such initiatives may include support for: Bed and breakfast accommodations are permitted in single detached residential dwellings subject to criteria to be established in the Zoning By-law The County supports the maintenance and improvement of accommodations for tourists, including hotels, motels, bed and breakfast establishments and camping facilities A secondary farm residence may be permitted, provided the secondary farm residence is on the same lot, is accessory to the main farm operation, is used for full time farm help, and servicing is adequate. A consent for such a dwelling shall not be permitted. The accommodation of seasonal or temporary farm help may include the use of bunkhouses or mobile homes Section Lynn River/Black Creek Special Policy Area In addition to the land uses permitted in the underlying land use designation, the following uses shall be permitted within the Black Creek Special Policy Area: iv) commercial accommodation including motels and bed and breakfast establishments Section Waterford Mill Pond Special Policy Area Permitted uses shall be limited to the following: tourist accommodation facilities such as bed and breakfast establishments; single detached residential uses; low density multiple residential uses, and museums Comments The OP does not dismiss alternative accommodations but requires consideration on what is appropriate within a given area. A County planner suggested that the Zoning By-Law could allow for secondary units within an existing dwelling as of right, but does not allow tiny houses as it may turn into a permanent dwelling and cannot have two dwellings on a single property Currently, there are no policies in place to enable boatels or upper storey conversions into short-term accommodations. This does not mean the use is permitted as of right, but it was suggested that the uses do not require amendments to currently policies The Plan recognizes that mobile homes may be a suitable housing alternative in certain circumstances 14 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

17 Land Use Designation/Special Consideration Agriculture Site Specific Policies Hamlets Urban Residential & Site Specific Policies Commercial Land Use Policy Section Turkey Point Winery Site Specific Policy Area In addition to the uses permitted in the Agricultural designation, a winery with a maximum useable floor area of square metres (2,000 square feet), restaurant accessory to the winery with a maximum seating capacity of 35 people with one meeting room with seating for 15 people, overnight accommodation with a total of 15 rooms (not to exceed 66 square metres (710.5 square feet each room) and an office may be permitted Section 4.5 Hamlet Designation Bed and breakfast establishments shall be permitted within a single detached residential dwelling, provided that all of the required parking is accommodated on the same lot, and subject to criteria in the Zoning By-law Mobile home parks shall not be permitted Section 4.7 Urban Residential Designation In accordance with Section 5.4 (b)iv) (Tourism), bed and breakfast establishments shall be permitted in any single detached residential dwelling, provided that all the required parking is accommodated on the same lot, and subject to criteria established in the Zoning By-law Section Simcoe-Norfolk Street Site Specific Policy Area Consideration of conversion to multiple unit dwellings, home occupations, and bed and breakfast establishments, which maintain the character of the area by preserving the housing stock and architectural designs, shall be encouraged Section Commercial Designation Permitted Uses The primary permitted uses shall include retail establishments and commercial uses, which are destination oriented or are intended to serve the travelling public, including automobile parking depots, automobile service stations, vehicle sales and service, public garages, repair service and rental establishments, motels, hotels, restaurants, animal hospitals, commercial recreation uses, private clubs, funeral homes, day care centres and similar uses Comments 15 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

18 Land Use Designation/Special Consideration Urban Waterfront Garden Suites Land Use Policy Section Urban Waterfront Designation Permitted Uses Residential uses shall only be permitted as part of a mixed-use building with another permitted use located at-grade and the residential use located above grade. Notwithstanding the foregoing, bed and breakfast establishments shall be permitted Garden suites, which are also commonly referred to as granny flats, are one unit accessory residential dwellings that take the form of a small building, physically separate from the principal dwelling unit with which it is associated, contain bathroom and kitchen facilities, and are designed to be portable A maximum of one garden suite unit shall be permitted per lot. A garden suite shall only be permitted in association with a single detached residential dwelling on a lot Source: Norfolk County Official Plan, Jan Comments Community Improvement Plans Elgin County Community Improvement Plan Elgin County s CIP supports tourism opportunities by providing preferential funding allocation to two priority areas: Tourism Corridors and Lakeshore Areas. These areas already have tourist related opportunities, which could be further enhanced by establishing additional businesses. Two of the programs outlined in the CIP could apply to the provision of accommodations, with the Building Conversation/Expansion Grant being the primary vehicle for people to receive funding for accommodation purposes in Elgin County. The CIP is geared towards supporting agricultural and commercial areas, rather than residential. Both Elgin County s and Norfolk County s CIPs suggest that there is a possibility to include a tourist accommodation grant/loan in the future. However, a CIP amendment requires a similar process to an OP amendment, including public feedback and a public meeting. As such, a CIP review may be the best process to identify the need for a new CIP program. Because Elgin County is a two-tier municipality, it may have more of a challenge amending its CIP compared to the other Counties. 16 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

19 FIGURE 9: ELGIN COUNTY COMMUNITY IMPROVEMENT PLAN CIP Program Program Information Comments General Specific Programs Building Conversion/Expansion Grant Tax Increment Equivalent Grant for Major Projects A key objective of CIP is to increase the number of tourist accommodation establishments Priority areas include the Tourism Corridors and the Lakeshore Area The Grant is available to eligible property owners and tenants (with consent of the owner) to assist in the small-scale conversion of existing vacant space into new commercial, mixed-use, and other eligible uses It can be used to assist with the conversion of an agricultural building to another agricultural/agri-business use, or the construction of a new building, or the expansion of an existing building Additionally, this program will assist with the minor expansion of existing eligible uses to support growing businesses thereby increasing non-residential assessments. There is potential for both the County and the local municipality to participate in this program It is intended to stimulate investment by effectively deferring part of the increase in property taxation as a result of the major development, redevelopment, reconstruction, or rehabilitation of a lands or building It would apply to large scale projects where more than a certain dollar amount is invested by the land owner, or where the proposal involves a certain percentage of the gross floor area of the building There is potential for both the County and the local municipality to participate in this program Source: Elgin County Community Improvement Plan, Sept In conversations with a County Planner, The CIP focuses on boosting tourism actively in priority areas (e.g. Tourism Corridors and the Lake Shore Areas) The Building Conversation/Expansion Grant is the primary vehicle for people to receive funding for accommodation purposes in Elgin County CIP explores the possibility of expanding the scope of programs available to assist the business community, including tourism accommodation grant/loan Given the nature of Elgin County s two-tier structure, policies developed at the County level have to be complied with at the lower tier level. As such, the County may have greater success in working with individual lower tier municipalities to develop a targeted alternative accommodation strategy to fit the direct needs of each Haldimand County Community Improvement Plan Unlike the other Counties, Haldimand has developed two CIPs, one geared towards its rural and tourist businesses and the other towards its downtown. Unique to Haldimand s Rural Business and Tourism CIP (RBTCIP), the CIP defines what type of accommodation can access funding. While this helps people to understand if their property would qualify, it may hurt the potential of non-year round accommodation opportunities (e.g. glamping establishments) to be developed. In conversations with the County, three applications have been processed for B&Bs. 17 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

20 FIGURE 10: HALDIMAND COUNTY COMMUNITY IMPROVEMENT PLAN CIP Program Land Use Policy Comments General: The Rural Business and Tourism Community Improvement Plan Specific Programs Façade, Landscape and Signage Improvement Grant Building Restoration, Renovation and Improvement Commercial Roofed Accommodations is defined as year-round, permanent fixed-roof accommodations including hotels/motels/bed and Breakfasts. This does not include cottage rentals, campgrounds or trailer grounds/park The CIP looks at supporting the local economy by focusing on Value-added Agriculture and Tourism related businesses. The Rural Business and Tourism Community Improvement Plan is one of the only CIPs to offer incentives to agricultural and rural properties to promote value-added In the case of the Urban Areas excluding the Downtown Areas (as defined in the Downtown Areas CIP), the financial incentives of the Rural Business and Tourism CIP apply only to Commercial Roofed Accommodation as well as heritage properties with a commercial use All Residential Housing/Residential Housing projects (e.g. dwellings exclusively for owner-occupied or tenant residential use) are excluded from support under the CIP programs except for mixed-used buildings in the Hamlets This program includes funding for external (façade) improvements, landscape improvements and property signage enhancements Signage grants can assist with the design and placement of onsite signage for agri-tourism or other Value-Added/Agriculture-related uses and Experiential Activities In the agricultural/rural area the landscape grant is applicable only to agricultural or commercial buildings open to the public This grant has the potential to leverage significant private sector investment in interior building renovations and improvements, and help address the costs involved with a range of matters, such as: Re-purposing agricultural buildings for farm-related commercial or industrial occupancy (building, fire and other code compliance including public occupancy load-related building enhancement) Expansion/additions General Retrofitting Potentially additional buildings on-site (small-scale) (e.g. for enhanced commercial uses) This is the only County that has provisions for secondary suites As an extra step in supporting the rural economy, the County has developed the Rural and Tourism CIP (RTCIP) as a way to encourage investment in commercial roofed accommodations across the County. While the RTCIP defined a commercial roofed accommodation, the definition may impact what uses are considered to be roofed accommodation. By specifying the need to be year-round and permanent could diminish the ability of the CIP programs to be applicable for more shortterm uses (e.g. glamping) The Downtown Area CIPA program is not County-wide while the RBTCIP is Second storey conversions are part of the Downtown Areas CIPA program 18 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

21 CIP Program Land Use Policy Comments Development Charge, Planning Fees and Building Permit Grant Tax-based Redevelopment Grant (TIG) Heritage Property Commercial Use Grant The Development Charge Grant s objective is to provide assistance for the development and redevelopment of sites by further reducing the cost of development related to Development Charges Reduced Development Charges will help facilitate development and redevelopment efforts The Planning Fees and Building Permit Grant offers property owners with plans to initiate new or expand existing Value-Added agricultural property developments (related to experiential and/or tourism activities or farm related commercial uses on agricultural properties) a grant equivalent to the cost of related approvals A Tax Increment Grant (TIG) leverages the increased assessment and property taxation generated by site redevelopment to reduce the financial costs of property rehabilitation and redevelopment by: Providing a grant equivalent to the County Portion of the property tax for a given property Limiting such grants to annual payments for a maximum period of 10 years or equivalent to the maximum cost of rehabilitation, renovation and/or redevelopment. This program is geared toward largescale projects The Heritage Property Commercial Use Grant offers eligible applicants grants for the enhancement, restoration and/or preservation of Heritage Properties for commercial uses within the designated Rural Business and Tourism Community Improvement Project Area Properties designated under Part IV of the Ontario Heritage Act are eligible for this grant program Properties that demonstrate significant heritage value and are directly tied to one of the activities this CIP promotes (Value-Added Agriculture, Commercial Roofed Accommodation and tourism) are also eligible 19 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

22 CIP Program Land Use Policy Comments General: Downtown Areas CIPA The CIP is County-wide, applying to urban (for only roofed accommodation applications), hamlet, and rural areas outside of the County s six downtown areas Of the programs discussed, only the Building Restoration, Renovation and Improvement Grant related to accommodations This program will be funded by the County s annual Downtown Areas Community Improvement Plan budget This grant has the potential to leverage significant private sector investment in interior building renovations and improvements, and help address the costs involved with a range of matters, such as: Re-purposing buildings for commercial occupancy Building, fire and other code compliance including public occupancy load related building enhancement General Retrofitting Source: Haldimand County Rural Business and Tourism Community Improvement Plan, Aug & Haldimand County Downtown Areas Community Improvement Plan, Nov Norfolk County Community Improvement Plan Norfolk s CIP supports and encourages investment in rural commercial, agricultural and agritourism areas. This includes support for the growth of overnight tourism opportunities in the County. Unlike the other Counties, Norfolk exempts roofed tourism accommodations from development charges, alleviating some of the up-front costs associated with their development. While three programs within the CIP apply to accommodations, there has been little to no uptake in landowners applying for them. A staff member from the County suggested the possible expansion of the Residential Conversion Grant to include upper storey units for short-term accommodations. FIGURE 11: NORFOLK COUNTY COMMUNITY IMPROVEMENT PLAN CIP Program Land Use Policy Comments General A goal of the CIP is to improve the viability of farming and the agricultural sector by promoting various value-added investment opportunities and strengthening agri-businesses, agri-tourism (e.g. on-farm bed and breakfast accommodation), and small scale onfarm processing CIP explores the possibility of expanding the scope of programs available to assist the business community, including tourismrelated roofed accommodation loan programs The CIP highlights the opportunity to focus on tourism growth and the development of commercial accommodations across the County, as they represent an important aspect of economic development and underpin a significant part of the tourism market. According to Norfolk County s Tourism & Economic Development Division only the Planning Application and Building Fee grant has been used to convert bunkhouse into farm stay Should expand the Residential Conversion Grant include to upper unit short term rental. 20 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

23 CIP Program Land Use Policy Comments Specific Programs Agricultural Buildings and Facilities Improvement Program Property Tax Increment Grant Planning application fee and Building Permit Fee Grant Other Incentives The Count also offers a development charge exception for roofed tourist accommodations This program will provide assistance toward the conversion and reuse of existing agricultural buildings for new or expanded valueadded agricultural activities The program is available in the agricultural area The following types of projects are eligible for the program: Facade Improvements (as contemplated in the Facade Improvement Program) Substantial physical improvements or alterations made to existing agricultural properties, buildings and facilities including source water protection activities, renovations, or additions to barns, storage buildings, agricultural/food processing facilities, and greenhouses Agri-tourism uses including renovations for bed and breakfast establishments and other facilities open to the public, provided such uses are consistent with the requirements of the Norfolk County Official Plan This program will provide economic incentive for the rehabilitation of properties by providing a grant to the owner of the property to pay a portion of the local taxes (excluding education taxes) attributable to the increased assessment over a five year period The effect of this grant would be to phase in any tax increase relating to a revised property assessment resulting from the property improvements The program is available in the, urban, hamlet, agricultural, and lakeshore areas This program will provide assistance with financing the cost of development by providing a grant to offset the amount of the applicable planning and building permit fees This program only applies for approvals related to other approved grant programs in the Community Improvement Plan The program is available in the urban, hamlet, agricultural, and lakeshore areas Roofed tourism accommodations are exempt from development charges The consultant s report related to the Norfolk CIP makes reference to the Municipality of Central Manitoulin s CIP and how its CIP was intended to support the development of commercial accommodations in Central Manitoulin, as a means of enhancing tourism experiences and supporting economic development objectives Manitoulin s CIP included four financial incentive programs applicable to fixed-roof accommodations projects (e.g. hotels, motels, tourist cabins, bed and breakfasts), as a means of protecting the rural environment while supporting economic development The County has indicated that a possible future program to support accommodations could be developed Source: Norfolk County Community Improvement Plan, Feb MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

24 4 Stakeholder Input As the onus for the creation of additional accommodation options lies with local residents and entrepreneurs, stakeholder input was sought from a range of current providers in each of the Counties. These providers were questioned on their current operations and their opinions on the opportunity to provide a broader range of accommodation options across the Counties One on one Interviews Eleven interviews were completed with individuals who are either providing a form of accommodations or are thinking about providing additional accommodation in their county. Each of the seven interviewees who currently provide accommodations highlighted the need for additional accommodation options, recognizing that existing accommodations operate at capacity on weekends in the peak tourism season. Many of the interviewees also suggested that they opened up their accommodation business because they saw an opportunity to provide something unique to the community, focusing particularly on the rural aspect of the community. When asked their opinions on the type of accommodation that could be provided, one interviewee suggested working with area wineries to develop glamping style accommodations. Another interviewee discussed the need to encourage associated tourism activities like eateries or coffee shops in the downtowns across the region, in conjunction with unique accommodation experiences (e.g. upper storey residential units). Others still identified the need for small scale camping opportunities that would support the growing number of cyclists that travel through the region. Interviewees highlighted the need to effectively market the region to tourists (e.g. rural and agricultural heritage, proximity to lakefront, year-round access to outdoor activities, festivals and events, opportunities for cycling, biking etc.) as well as the tourism investor (e.g. demand for coffee shops, destination retail, accommodation etc.). Interviewees in each of the Counties pointed to the need for a stronger place-based tourism effort that focused on a range of tourism opportunities, including additional amenities and activities that would attract visitors to the region, food and wine tours packaged with accommodation as well as outdoor activity options. This approach they believe would encourage others to become involved in small scale tourism accommodation. Haldimand County is currently developing an Economic Development and Tourism Strategy while Norfolk plans to review its Economic Development Strategy for the second time in 2017, and is currently implementing a Tourism and Economic Development Marketing Plan. The Plan focuses on investment attraction, agriculture, and tourism. 18 Social media and County websites are being used to promote the County s tourism assets. In Elgin County, one interviewee suggested that property owners need to hear from successful alternative accommodation providers. This would help to illustrate how a business model could work, as well as the support for and benefits of developing accommodation (e.g. incentives, flexible zoning, marketing, supplemental income etc.). It should be noted that Elgin County s Economic Development Plan supports enhanced communication of success stories through 18 Norfolk County (2016), Tourism and Economic Development Marketing Plan. Retrieved from: 22 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

25 increased online communications. Recommendations include facilitating partnership opportunities by supporting and enabling the packaging of tourism experiences and offer workshops with speakers that will inspire product development. 19 Interviewees pointed to the opportunities associated with Airbnb as one model for supporting alternative accommodation. This would have application for individual homes, secondary suites as well as upper storey residential units. Having a central website and booking capabilities was also raised. It should be noted that SWOTC offers a no cost referral service for accommodation users/providers called Jack Rabbit. This system, connect visitors directly to the online booking page of accommodation providers, based on available dates and type of accommodation. If the accommodation provider does not have a webpage, the system provides the option of creating an online booking page or providers travellers with the contact information for the accommodation. In Norfolk County, interviewees were very interested in the possibility of creating accommodation that could be used year round (e.g. cabins or tiny houses to support ice-fishing or heated tent pods to accommodate cyclists). While many of the interviewees suggested the need for more flexible and permissive zoning to accommodate the range of emerging accommodation options, they also acknowledged their lack of understanding of what was currently permitted by way alternative accommodation uses. One interviewee did cite the challenges they had encountered when trying to run an Airbnb in a tiny house. 20 Having placed the tiny house in their backyard, planning officials deemed it to be a secondary residence and would not permit it to be used as temporary accommodation. In discussions with planners in the county, secondary residences separate from the main dwelling cannot be used for short-term accommodations in a residential area. This should be addressed in the creation of how-to manuals, including information related to zoning and land use regulations as it related to different types of accommodations. One of the major themes emerging from the interviews was the recognition that additional accommodation was only one component of attracting tourists to the region. It was suggested that investors and entrepreneurs may be waiting to see if the market for unique accommodations is sustainable before investing. There was also concern that the region needs more tourism products and experiences to attract tourists to the region which in turn could drive demand for alternative and unique accommodation in the Counties. As tourism is an important economic sector for the Counties and a jobs creator, the Counties should work with SWOTC to increase the level of awareness in our business communities around the opportunities around alternative accommodation. Incentives, enhanced marketing, and investor education were seen as essential to pushing the tourism agenda forward Community Survey In total residents from Elgin, Haldimand and Norfolk Counties took part in an online community survey. A community survey was conducted, geared towards the general population to 19 Elgin County (2015), Economic Development Plan Update Retrieved from: nt%20plan%20-%20final%20-%20feb%2025% pdf 20 A tiny house is a residential structure under 500 square feet. 21 Of the 193 survey respondents, 100 were Norfolk County residents, 19 were Elgin County residents, 19 were Haldimand County residents, 12 were St. Thomas residents, and nine residents from other Ontario communities. 23 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

26 gauge the demand for accommodation in the Counties and to understand the level of local interest in developing/providing tourist accommodation in the future. Figure 12 highlights the accommodation type that survey respondents felt was most needed in the counties. The majority, 62.1%, identified the need for a hotel or motel and another 44.7% identified the need for a B&Bs. In terms of alternative accommodations, Boatels (21.6%) and Airbnb s (18.9%) ranked the highest by survey respondents. FIGURE 12: ACCOMMODATION NEEDS BASED ON SURVEY RESPONSES Total responses: % of respondents indicated that they currently provide accommodation with the majority offering a cottage rental, a B&B or a camping opportunity. Of the remaining respondents, 39.3% indicated that they would be interested in offering accommodations, with the majority wanting to offer an Airbnb, a B&B or a hotel/motel. While 62.1% of respondents indicated the desire for more hotels or motels in the counties, there is insufficient tourism demand throughout the year to attract them to the area. Respondents indicated that the additional income and the availability of financial incentives would help to entice residents to provide alternative accommodations. A detailed summary of the community survey is provided in Appendix A. 24 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

27 5 Alternative Accommodation Opportunities The following section explores a select range of options for alternative accommodations in the counties based on available research, stakeholder input and perceived fit with the region. In this regard, the discussion explores the trends and opportunities associated with glamping, farm stays, bed and breakfasts and home shares (e.g. Airbnb). 5.1 Glamping Glamorous camping or glamping is a luxury camping experience that offers modern facilities and services, such as Wi-Fi, and is typically aimed at higher income customers who may not typically camp. Popular glamping trends include vacationing in tents, treehouses, tepees, yurts, cabins, and lodges. One of the most popular glamping options is the large glamping tents; however, upscale tents, huts, and treehouses have been increasing in popularity. Glamping prices range depending on the luxuriousness of the site. Prices can be anywhere from $50 to hundreds of dollars per night. In 2015, the word glamping was searched in Google 130,000 times a month, increasing to 145,000 times a month in The domestic market for glamping is growing in popularity in part due to the increase in prices of overseas vacations. IBIS Worldwide, a leader in market research, reported growth in the outdoor hospitality industry revenue of $3 billion, globally. 23 Furthermore, the Journal of Outdoor Recreation and Tourism highlights an increase in families holidaying in yurts, cycling pods, and other forms of glamping. The Ontario Travel website highlights a number of glamping opportunities in Ontario, including Oakwood Escape in Haldimand County, and Long Point Eco Adventures in Norfolk. The analysis of existing accommodations options in the counties identified only these two glamping operations. Representatives from these establishments highlighted the location of their facility as a key asset, pointing to the outdoor recreation opportunities nearby. Between the three Counties there are 74 campgrounds and parks, as well as well over 15,000 farms (including 3 vineyards) which could potentially accommodate glamping opportunities. Currently, glamping is not a recognized use in any of the Counties OPs. Conversations with county planners, however, suggest that these types of opportunities have been allowed to develop on a case by case basis, with considerations to the primary land use on the property. For example, a glamping operation has developed on a farm in Haldimand County. As it was a secondary use to the farm and supports the farm operation (e.g. additional revenue for the farmer) the glamping was permitted. Existing assets (e.g. farms, the rural and agricultural traditions, and existing outdoor opportunities) in the Counties could be further leveraged to support the creation of glamping opportunities. This can be seen with Long Point Eco-Adventures 22 Myers, E. (2014), the growing glamping trend. Retrieved from: 23 Riley, S, Glamping growth. Retrieved from: 25 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

28 (Norfolk County), who developed outdoor recreational opportunities to attract visitors, and Oakwood Escapes, where a family developed a luxury campsite on their farm. It should be noted that Long Point Eco Adventures had to seek an OP Amendment and a Zoning Amendment prior to starting business in Farm Stays A farm stay can be any type of accommodation on a working farm. Farm stay trends encompass a range of accommodations from rural bed and breakfasts to working ranches and cattle farms. Some farm stays offer hands-on activities which include feeding livestock or learning about the workings of a vineyard. In terms of lodgings, farm stays offer rooms in the farmhouse; others have old farm buildings (e.g. silos and chicken houses) converted into unique sleeping spaces. In the case of vineyards this could include tiny houses or villas as is the case with the Vineyard Villas 24 in Burdett New York. Farm stays are gaining popularity throughout the world, as people become more interested in agri-tourism and understanding how food is grown and where it comes from. Most farm stay goers are from urban areas that are removed from food production. 25 It is important to mention that more farmers, particularly smaller farmers, are allowing their properties to operate as farm stays in order to generate a supplementary form of income. 26 By tapping into existing farmers associations, including the local Federations of Agriculture, and local Councilappointed agricultural advisory boards (both Haldimand and Norfolk Counties have one), the Counties may have a platform to present the business case to develop alternative accommodations to the agricultural community. Farm stays should be supported by the Counties as a way to address accommodation gaps while building on the agricultural heritage and strong agricultural business community. There are over 15,000 farms (with 576 bunkhouses) across the Counties which could be tapped for farm stay opportunities. Both Haldimand and Elgin Counties have provisions in their OPs as to where farm stays can be developed. The planner for Norfolk County provided an example of where a farm bunkhouse had been converted into a farm stay establishment but was only permitted to operate between the months of April and October and could not exceed a certain square footage. These provisions were put in place to ensure that the accommodation remained the secondary use on the property and would not be converted into year-round accommodation, which required a zoning amendment. Other requests for bunkhouse conversions in Norfolk County will be evaluated on a case by case basis, according to planning staff. The criteria used to determine if a bunkhouse could be converted include: The use shall be of an appropriate scale that is clearly secondary to agricultural uses The use shall be located on lower priority agricultural lands SARE (2016), Development of a Northwest Farm Stay Website. Retrieved from: 26 Blacka, A. et al., (2009), agri-tourism. Retrieved from: And Abayomi, O. (2011), Diversification into Farm Tourism. Retrieved from: 26 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

29 The use shall not be permitted in Natural Heritage Features The use will be compatible with existing or planned uses in the vicinity 5.3 Bed and Breakfasts While B&Bs are not considered alternative accommodations for the purposes of this report, they provide a significant opportunity for short-term roofed accommodations in each of the Counties. The community survey suggests that 45% of respondents believe that B&Bs are needed in their communities. 26% of respondents that were interested in developing new accommodation expressed an interest in developing a B&B. B&Bs typically provide short term stays in private homes or in small buildings and often possess a unique or historic character. However, the definition of a B&B could extend to the concept of boatels. This is explained in the next section. While B&B s remain largely family-run businesses, the industry has matured from a hobbyist activity to an industry with innkeepers looking to create sustainable, long-term business opportunities. 27 Ontario makes up of 24.1% of the number of Bed and Breakfast establishments in Canada, which is the highest percentage in the country. 28 Based on available data, there are 76 B&Bs in the Counties. As part of the effort to encourage more accommodation, the Counties should consider creating testimonials/ success stories that highlight the success of these operations. These could be included in any marketing effort or creation of a how to guide for starting this type of business. Similar checklists have been created to encourage farm stays in the U.S. This is explored further in the next section of the report. There are a range of websites dedicated to helping visitors find B&Bs in Canada. These include bbcanada.com, bnbfinder.com, Airbnb.ca, as well as bookings.com and tripadvisor.com. Each of the Counties highlights B&Bs on their websites including contact and booking information, as well as location information. SWOTC has recently implemented a JackRabbit system, an accommodation search engine that facilitates fast and efficient accommodation searches. While each of the Counties provide links to B&Bs in their jurisdiction, the site does not offer a centralized booking system. Each of the Counties Official Plans speaks to where B&Bs can be established. Only Elgin County s OP specifies that a B&B is limited to 6 rooms or less, while Norfolk s Zoning Bylaw restricts B&Bs to up to five rooms. While B&Bs are not alternative accommodations, in both Elgin and Haldimand Counties they rank second in terms of existing accommodations (behind only Cottages and Cabins) and first in Norfolk County. B&Bs also offer an opportunity to develop unique accommodation opportunities, with assets being developed in rural and agricultural as well as downtown areas. As such, the development of B&Bs should be supported alongside other alternative accommodations to create a range of unique, place-based tourism opportunities in the Counties. 27 Abkowitz, A. (2013), a new crop of bed and breakfasts. Retrieved from: 28 Government of Canada (2016), Bed and Breakfast industry Statistics. Retrieved from: 27 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

30 5.3.1 Boatels A boatel is a boat that serves as a small hotel or B&B equivalent. While they can range in size, typically, guests who stay in boatels want a unique lifestyle experience of living on a boat in proximity to attractions, shopping or restaurants. Given the range of marinas located across the Counties there may be considerable interest in this form of accommodation by existing boat owners who are not using their boats all summer. 29 Identifying an inventory of boats that are available for overnight accommodation could assist with the lack of roofed accommodation in proximity to the region s waterfront. While this type of accommodation may have wider appeal with larger boats, issues such as parking, availability of marina slips servicing and docking needs would have to be addressed on a case by case basis. With the decommissioning of Port Stanley harbour, there may be an opportunity to attract this form of accommodation to Elgin County. In examining the database of existing accommodations, Elgin County has 362 boat slips, while Norfolk County has 224, and Haldimand County has 98. There is currently an individual in Elgin County who is planning to convert a houseboat to an accommodation cabin for tourists/visitors. At this time, the only concern being raised by the local planners is the availability of parking. County planners indicated that they do not currently have policies in place to allow or disallow boatel development. Possible next steps include discussions with the individual, County planners, and economic development staff related to land use permissions and parking. 5.4 Airbnb Airbnb is an online platform for people to list, discover and book unique accommodations around the world. Listings include apartments, castles, cottages, penthouse suites, treehouses, farms, boats and more. It represents a significant opportunity for local alternative accommodation providers to market their products to an national and international audience. There are roughly 2.2 million listings worldwide on Airbnb, with 90 million users in 34,000 cities in 191 countries. 30 Airbnb hosts and guests review one another for other users to see. Airbnb is recognized for its excellent customer service, easy access for users and can offer cheaper alternatives to a hotel room. In New York City, Airbnb generated an estimated revenue of $ million (US) in 2015; this is forecasted to reach $ million (US) by The Airbnb website provides potential hosts with information on what type of information goes into a listing, who can book, and other hosting related resources. It also provides information on how guests can pay, how the hosts receive payment and a recommended price for your accommodation. Airbnb is not geared to a single accommodation type making it easier for visitors and hosts to use. Airbnb also offers a service where an experienced host can market and manage an Airbnb establishment on behalf of the property owner. This may be of particular interest for busy farm operators and residents in the Counties who aware as to how to digitally market and operate an Airbnb property. 29 The Making Waves Boatel is a unique B&B establishment, located on Lake Ontario. Source: 30 Airbnb, about us. Retrieved from: 31 Statista 28 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

31 Research suggests that Elgin County currently has eight Airbnb offerings, while Norfolk has 14, and Haldimand has 13. These include individual rooms within a dwelling, an entire home or cottage, and B&Bs. While these numbers may not seem significant, there may be more offerings during different parts of the year (e.g. onset of the summer tourist season).. Depending on the nature of the operation, there may also be tax implications for the property. As with the promotion of B&Bs, the Counties should feature successful operations as part of any marketing efforts to promote additional accommodation options. Based on conversations with county planners, there is no precedent for allowing or disallowing an Airbnb to operate. Consideration should be given to whether the current land use policy is flexible enough to allow for an Airbnb operation, particularly if the accommodation is separate from the main building. As Airbnb is a platform for short term rentals, none of the Counties have policies in place with regards to its operation. In discussion with the planners from the Counties, several suggested that it would be up to the owner of a building to decide if they wanted to operate an Airbnb e.g. upper storey residential unit, cottage rental or guest room in a house. Operating an Airbnb operation in a secondary dwelling or a residential unit outside of the main dwelling is not permitted. 5.5 Fanshawe College Fanshawe College is interested in exploring the opportunity of securing visitor accommodation for their students through the off-season to address the growing need for off campus housing. A consideration for the Counties in exploring this opportunity is the housing demand created by students attending the St. Thomas and Simcoe campuses. A primary concern for accommodation providers is the ability to attract guests on a year basis, thus creating a more sustainable stream of income. This holds true for a hotel/motel operator, as well as B&B. Creating demand for additional and alternative forms of accommodation in the shoulder or off season will take time. However, in discussions with Fanshawe College there may be an opportunity for a number of operators to extend their season if they prepared to offer accommodation to the College s postsecondary students (e.g. Stratford s Chef School). According to the College the increasing demand for student housing could be leveraged to support the expansion of alternative accommodation across the Counties. Secondary suites, upper storey residential units, B&Bs, and farm operators with bunkhouses or additional residential space could be considered for temporary student accommodation and would not compete with the tourism demand created through the summer months. The College is looking to work with property owners in downtown St. Thomas to develop/provide upper storey residential accommodation for students that could then be available to visitors/tourists to the area through the summer months. At the College s Simcoe Campus, Fanshawe is looking to partner with farmers to find accommodations for students in the agribusiness and eco-tourism programs. Stratford has developed a similar approach to support its Chef s School. In this instance, the culinary institute has partnered with local B&Bs to offer student accommodations during the non-theater season. 29 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

32 6 Case Studies In looking at communities/regions that have supported the development of alternative accommodation, a variety of approaches have been used. Some efforts have been more deliberate, such as the creation of permissive agri-tourism guidelines, while others have leveraged the organic growth of B&B community to create a year-round sustainable accommodation sector. Four case studies have been selected for their support of alternative accommodation options. These case studies focus on how accommodations have been encouraged. The Creation of a Northwest Farm Stay website example highlights the importance of a centralized website to support the promotion of farm stays. The Finger Lakes District example showcases the importance of building on existing strengths and providing additional business and marketing support to encourage the further development of accommodations. Finally, the B&B Association in Stratford, Ontario supported the idea of building on existing assets, working to advance the quality of accommodations in the area. Critical to these cases are the supports, either land related to business development related, needed to encourage the development of accommodations. 6.1 The Northwest Farm Stay Website As the concept of responsible travel and farm stays increased in popularity, websites are being developed to streamline the booking process. Farm Stay U.S. 32, Farm Stays UK 33, and the New Zealand Tourism website 34 were investigated as best practices for supporting the online presence of farm stay accommodations. 35 The approach to these sites could easily be expanded to include not just farm stays, but a whole range of accommodation options. Similar to the Finger Lakes area website, each website has activities and accommodations broken down by region, helping people to plan the majority of their trip on one site. Additionally, vacationers can also find booking information for accommodations, including the type of accommodation, the price, and the capacity. The sites also link to the accommodation s website, allowing people to book their stay with ease. Sustainable Agriculture Research & Education (SARE) helped to fund the development of the Farm Stay U.S. website in 2010, with the assistance of a Western SARE grant. Originally, the website developed as a resource directory for Oregon, Washington, Idaho, Montana, and California. The project s goals were to create a website that could be scaled for the entire U.S. and to introduce the farm stay option as a value-added operation aimed at improving the financial situation of farms and ranchers unfamiliar with the farm/ranch stay model. 36 Since its creation, the website has since broadened to cover the majority of the U.S. To educate farmers about the FarmStay U.S., (2016), retrieved from: ; Farmstays UK, (2014), retrieved from: New Zealand Tourism, retrieved from: 36 SARE (2016), Development of a Northwest Farm Stay Website. Retrieved from: 30 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

33 model, a number of talks were given, brochures were sent to organizations, and connections were made with large ranching cooperatives. 37 Interested people were consulted by an existing farm stay owner on an individual basis. In the first year of operations, the website increased from 50 hits per day to as high as 1,800 hits in one day. Currently, the site receives between daily visitors. 38 The website ranks well on Internet searches and has an established community on Facebook and Twitter. 39 This illustrates the importance of having a single online database of all accommodations within the Counties. Following the creation of the website and associated marketing campaign, the States involved in the study saw increased awareness of the opportunities to take a family farm vacation instead of heading to more commercial destinations. In a survey of existing farm stay operators, 58% noted that income from overnight guests accounted for percent of the farm s income. 40 The result from the increased business is the increase in community jobs, new farm stay and accommodation options and other businesses related to tourism. As agri-tourism grows in interest, jurisdictions are working to promote and regulate farm-based tourism experiences, including farm stays. The website also provides a Farm Stay Business Guide 41, including a feasibility workshop, legal and liability considerations, and customer service information. It also includes a checklist 42 for people thinking of starting a farm stay and links to a Farmstay Manual 43 developed by the Minnesota Institute for Sustainable Agriculture. The checklist describes what a farm stay means for both guests and for the farms and provides a list of dos and don ts for hospitality and customer services. Particularly useful is the details around opening up a farm stay, including regulation requirements (e.g. zoning and water and sewer connections) as well as revenue expectations and start-up costs associated with running a farm stay. Additionally, the checklist provides a list questions such as: how comfortable are you talking with people you don't know? And, even if you don't have a website of your own, do you understand how the Internet works and how to use it as a tool for marketing? The list of 10 questions is useful questions for anyone thinking of opening an alternative accommodation. Given that the Official Plans allow for farm stays to be established, this is an excellent opportunity for the Counties. By modeling an accommodation specific manual on the checklist and the Farm Stay Business Guide, the Counties may be in a better position to support the creation of alternative accommodations. The Farm Stay U.S. checklist and market readiness tool is provided in Appendix B. 37 SARE (2016) 38 SARE (2016) 39 SARE (2016) 40 SARE (2016) MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

34 Relevance to Elgin, Norfolk and Haldimand Developing a how-to guide webpage or manual, will help individuals in the Counties understand what is needed to develop a farm stay or alternative accommodation with minimal effort on their part, potentially increasing the likelihood of uptake Farm stays, like most other alternative accommodations require active marketing and support to increase awareness of the product being offered and the incentives that are provided. This support can be offered by County governments, regional accommodation organizations, and/or regional tourist organizations (e.g. SWOTC) Developing a website which outlines not only the accommodation options in an area but also the activities is well suited for experience based travellers, who are looking for a full range of opportunities in a single area 6.2 The Finger Lakes, New York The Finger Lakes region covers over 9,000 miles of New York State, including 11 Finger Lakes, parts of Lake Ontario, and sections of the Erie Canal. The area became a tourist destination based on two primary assets, the region s wine production and its Mennonite community. The wine tasting rooms and Mennonite craft markets, attract over 10,000 people every Saturday between late-april to mid-december. Unlike most regions, the wine producers have worked collaboratively to bring awareness to the region as a whole. As more people began to visit the area, existing accommodation offerings became overwhelmed and entrepreneurs in the region began to open up bed and breakfast establishments. The Finger Lakes Economic Development Centre (one of 100+ Industrial Development Agencies in the State of New York) indicated that they do not directly support the creation of alternative accommodation, but instead provide supports (e.g. incentives, marketing, education) to assist in establishing accommodations. 44 Accommodations have organically developed in the District based on the high number of tourists, the wineries, the rich agricultural heritage, and the lakes. As evidenced by the report developed by Norfolk County and SWOTC, the Finger Lakes District offers travellers many unique experiences (e.g. wineries, breweries, and agribusinesses). 45 These experiences have helped to develop alternative accommodations, including farm stays, B&Bs, and vineyard accommodations. 15 years ago, the Finger Lakes District began to work with Best Western to develop a chain hotel in the District, this hotel quickly expanded with a further 18 additional rooms. Two more hotels have opened in the past two years. Leveraging existing assets, including wineries and farms, has been critical to the creation of a unique vacation destination. Wineries have added accommodations, the most popular of which is the Glenora Winery 46. The Farm Sanctuary is a unique example of a farm stay opportunity in the Finger Lakes. Located in Watkins Glen, guests 44 New York State Economic Development Council, Industrial Development Agencies. Retrieved from: 45 Norfolk County (2016) 46 Glenora Wine Cellars, Inn. Retrieved from: 32 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

35 stay in cabins or tiny houses and learn about farm animal issues and connect with rescued animals at the Sanctuary. 47 The Finger Lakes Economic Development Centre is actively trying to attract winery investment and accommodation investment while, its county counterparts, the Yates County Chamber of Commerce, helps to develop programs in the region. In discussions with a staff member of the Economic Development Centre, marketing, and financial support, and an interactive website were recognized as a key support function offered by the Chamber of Commerce and the County. The Chamber has developed a tourism marketing programs for the county, focused on putting heads in beds and attracting people to sleep and spend money within the county. 48 The Economic Development Centre also actively supports accommodations by providing grants and loans at low-interest rates, and reinvesting the returns into other tourism related projects. A property owner in Penn Yan, a community in the Yates County, Finger Lakes, used the Town s façade improvement program to renovate second-floor apartments in the downtown to be an Airbnb space. Yates County also offers a Payment In Lieu of Taxes Pilot program, which offers an average percentage of 60% property tax abatement over 10 years on business capital investment or job enabling projects for retail and destination tourism firms. 49 There is also a lodging tax where half of the funds go to the Chamber of Commerce to help advertise the area to outsiders. While the lodging tax was a major battle when it was enacted, visitors did not stop traveling to the area and it helped to create a new marketing fund for the region. The development of new amenities, like wineries and breweries, cultural offerings like the wine trails, and seasonal events help to attract visitors and new accommodation businesses to the area. The Centre also runs a training program to teach general customer service for frontline workers in B&Bs and other accommodation offerings. The Finger Lakes Tourism Alliance website also provides a great deal of information for visitors to the region. 50 The local Chamber of Commerce helped to get the website operational. Accommodation owners and the Finger Lakes Tourism Alliance work cooperatively to maintain the website. Visitors to the site are provided information on things to do, places to stay, service offerings, and more. Both the things to do and the places to stay categories provide visitors with the ability to choose an area they want to stay and specify what type of accommodation they are looking for (e.g. hotel, B&B, campground). There is also an interactive map, highlighting both accommodation options and recreational opportunities. The Finger Lakes Tourism Alliance worked with Edible Magazine to provide partners the opportunity to advertise with full-page cooperative advertisements in both print and online publications The Farm Sanctuary, Home. Retrieved from: 48 Yates County Chamber of Commerce (2015) About us. Retrieved from: 49 Norfolk County (2016) Finger Lakes Tourism Alliance (2015), 2015 Annual Report. Retrieved from: 33 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

36 Relevance to Elgin, Norfolk and Haldimand The Finger Lakes Economic Development Centre has recognized the importance of marketing and financial incentives to attract accommodation investments to the region. The incentives and marketing supports offered by the Centre and the Tourism Alliance could be used as a model to develop County-based opportunities, subject to laws and regulations within the Province of Ontario. Interviewees from the Counties indicated the desire for increased marketing and incentive supports The Community Improvement Plans in Yates County provides the incentives to be used for short-term accommodation purposes, as is the case with the Penn Yan second floor renovation While the Economic Development Centre does not actively pursue the creation of alternative accommodations, they provide the incentives and the support needed to develop alternative accommodations. In addition to the above, the Centre also provides general customer service training to individuals starting an accommodation establishment 6.3 Stratford, Ontario Stratford was reviewed as a best practice, largely due to the number of bed and breakfast establishments within the community. Building on the Stratford Tourism organization communicates the opportunity of running a bed and breakfast within the City, demonstrating statistics on income generated and the number of nights per stay. The Stratford Area Bed and Breakfast Association (SABBA) also support B&B owners. It provides a forum for B&B owners to come together to discuss relevant issues. The Association was based on a model developed in Niagara Falls, Ontario. The SABBA website provides a comprehensive guide for visitors on what is available in Stratford and provides information on current activities for visitors to Stafford. B&B owners also indicate their availability on the website, helping both visitors as well as other bed and breakfast owners to book guests when accommodations are full. SABBA provides training sessions for new bed and breakfast owners and sets standards for accreditation, based on bedrooms and bathroom, cleanliness, and breakfast offerings. The City is also home to the Stratford Chef School, which operates during the off-season of the Shakespeare Festival. In order to find accommodations for its students, the School reached out to a number of B&B operators to house their students. This resulted in the B&Bs remaining open year-round and also provided short-term accommodations for students. This is a tactic which would work in Fanshawe Colleges Simcoe and St. Thomas campuses, which has had limited success in developing year-round student accommodations and is exploring innovative accommodation opportunities (e.g. farm stays or upper storey units in the downtown) The Simcoe campus offers an eco-tourism program and an agri-business program, both lending themselves to more rural accommodation options such as farm stays. Opening accommodations to students would bring additional income to farmers or property owners who have extra space while also helping to provide students with more on the job experience, with students and farm owners or accommodation providers working together, transferring skills and knowledge. 34 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

37 Relevance to Elgin, Norfolk and Haldimand The Stratford example illustrates a creative way, albeit on a small scale, to push the tourist season into the shoulder and winter season by partnering with the local Chef school. By working with Fanshawe College to develop student accommodations, the Counties will help accommodation owners increase their revenues, indirectly incentivising others to establish their own short-term accommodations for students during the non-tourist season which could also be used by tourists during the peak season. Developing a website where accommodation establishments can see which other accommodations have space is one way to ensure that travellers hoping to stay in the Counties find accommodations. 35 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

38 7 Conclusion and Recommendations Regardless of the type of accommodation that is being considered, available research stakeholder interviews, and the results of the community survey suggest that there are three themes that underpin the success of attracting or fostering alternative accommodation development in Elgin, Norfolk and Haldimand Counties: The need for policies that support the creation of short term/seasonal accommodations; The need for understanding of how to develop the accommodation; and The need for enhanced marketing and business support. Reflecting on the target market for visitors/travellers to the Counties, SWOTC data suggests that promotional efforts need to appeal to the mellow travellers, family memory builder, and youth socializer. These vacationers share a desire to experience outdoor activities, nature, culinary opportunities, and site-seeing. Based on this, it can be assumed that they will also be looking for both traditional and unique accommodation options. Based on available data, the Counties largest percentage of accommodation assets are currently comprised of Cottages and Cabins, Bed and Breakfasts and Campgrounds. However, a review of individual county assessment data (based on select municipal codes) suggests that there may be opportunities to increase the range of alternative accommodation options across the region. Norfolk County o o The significant number of farms in the county could support the creation of farm stays through the use of secondary structures, bunkhouses, as well as alternative accommodation options e.g. glamping, tiny houses The high number of seasonal/recreational dwellings could be more effectively leveraged as short term/seasonal rentals through the use of online tools such as Airbnb, TripAdvisor etc. Haldimand County o o o o The high number of seasonal/recreational dwellings could be more effectively leveraged as short term/seasonal rentals through the use of online tools such as Airbnb, TripAdvisor etc. The significant number of farms in the county could support the creation of farm stays through the use of secondary structures,, as well as alternative accommodation options e.g. glamping, tiny houses The evidence of a significant number of residential units above retail/office development in downtowns could be leveraged to support the development of short term rentals The evidence of marinas could be leveraged to support the creation of boatels or short term/seasonal rentals 36 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

39 Elgin County o o o o o The significant number of farms in the county could support the creation of farm stays through the use of secondary structures, bunkhouses, as well as alternative accommodation options e.g. glamping, tiny houses The evidence of a significant number of residential units above retail/office development in downtowns could be leveraged to support the development of short term rentals The high number of campgrounds could support the development of glamping opportunities The evidence of marinas could be leveraged to support the creation of boatels or short term/seasonal rentals The high number of vineyards could support the creation of farm stays through the introduction of glamping, tiny houses Southwest Ontarion Tourism Corporatation (SWOTC) o o o Partner with the Counties in the creation of seminars and training sessions for accommodation providers Support and host a website that highlights the full range of accommodations and activities in the Counties and features the how to manuals developed by the individual counties. Collect and provide relevant and current visitor data to the Counties Not surprising, these results suggest there is a significant opportunity for the Counties to collaborate in the development of a farm stay program across the region. More research is required to narrow the list of farms that may be suitable for this type of operation both from the farmers and visitors perspective. It is also recommended that vineyards be treated as a farm operation for the purposes of supporting the development of alternative accommodation. Permissive land use policies are essential for encouraging additional/alternative accommodation options. A preliminary review of the various County Official Plans and Community Improvement Plans suggest that this flexibility has been provided in part, although discussions with the planners from each County suggest that additional/alternative accommodation options in rural areas will continue to be reviewed case by case. This approach may have the effect of slowing the approvals process for alternative accommodation uses and discourage small business operators and entrepreneurs from proceeding given the implication for time and money. To the extent possible the policies (and related zoning provisions) need to clear and equitable in order to attract this form of investment. The need and demand for this type of accommodation should be made clear to the planning departments in each of the Counties so there is a better appreciation of the opportunities associated with this type of use.. Additional clarity is also necessary in the Community Improvement Plans if the Counties are to enable the provision of incentives for the creation of accommodation for short term/season rentals. As this may also require an amendment to the Plans, additional advice should be sought from the various Planning Departments. 37 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

40 How to develop additional/alternative accommodation throughout the Counties is only one part of the larger puzzle. Research suggests that active marketing and promotion of the Counties intent to attract this type of accommodation is needed particularly as it relates to the promotion of incentives. Another important ingredient is to educate residents on how to develop these types of accommodation uses. The creation of how-to guides that lay out the business case for the investment together with the steps to make it happen is also needed. One tactic is the creation of a user-friendly website or a dedicated page on an existing website e.g. Seminars and business support is also required, as can be expected with any small business. A searchable directory of accommodations would also assist both visitors and prospective business owners in understanding the range of options that are emerging across the region The action plan that follows builds on these findings providing recommendations on where the Counties might collaborate to encourage alternative accommodation and where they need to address individual challenges in allowing alternative accommodation options to occur. Action Partners Developing New Accommodation Opportunities 1 Convene a working group of Planners and Economic Development Officers across the three Counties to create better understanding of the regulations and by-laws that restrict the development of alternative accommodation, and the incentives in place to encourage same. Objectives could be to assist in developing wording for Official Plans and Zoning By-Laws, within the context of Provincial Law, to empower municipalities to allow alternative accommodations (clearly defined) as-of-right, to avoid costly OP amendments, zoning amendments and Site Plan application processes. 2 Develop and promote a how to manual. This manual should include information related to developing the business case for short-term accommodation establishments (including B&Bs). The manual should speak to the current landscape, types of shortterm accommodations, market readiness checklists, development process guide, and a list of available short-term accommodation business resources. 3 Establish or improve upon existing visitor surveys, asking visitors who stayed overnight what types of accommodation they would be most interested in staying in next (provide a list of short-term accommodation options). 4 Develop a combined website that leverages the work done by SWOTC and local tourism organizations, highlight the full range of accommodations and activities in the counties and features the how to manual. Approach SWOTC to host this information on the industry site - Counties SWOTC OMAFRA Ministry of Municipal Affairs Ministry of Tourism Ministry of Ec Dev Local Economic Development Advisory Boards Local Chambers of Commerce Economic Development Departments within each of the Counties County Planning Departments SWOTC Norfolk County s Tourism & Economic Development Advisory Board o Ontario s South Coast Bed and Breakfast Association Economic Development Departments within each of the Counties SWOTC Ministry of Tourism, Culture and Sport Economic Development Departments within each of the Counties SWOTC Local Tourism Organization 38 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

41 Action Partners Developing New Accommodation Opportunities 5 Work with local tourism partners and business and tourism associations to include testimonials on the website and manuals which showcase traditional and unique accommodation providers. Leverage testimonials to create an ambassador and speakers list to use in seminars and training sessions 6 Host workshops to educate farmers, home owners and seasonal cottage/cabin owners on the opportunities associated with developing short-term accommodations (e.g. farm stays, B&Bs, cotttage rentals) 7 [Elgin and Norfolk County] Support and encourage Fanshawe College s ongoing efforts to engage property owners and developers in providing student accommodations in short-term rentals throught the tourism off season. 8 Develop a short list of farm-based assets that could support the development of farm stays across the Counties. Potential farmbased assets include organic farms and vineyards. 9 Identify opportunites related to marina related development (public and private) to support and encourage the use of boatel accommodations along the Grand River and Lake Erie. 10 [Elgin and Norfolk County] Encourage short-term accommodations in existing vineyards across the Counties by introducing and providing vineyards the how to manual and the market readiness checklist Economic Development Departments within each of the Counties SWOTC Local Tourism Partners Economic Development Departments within each of the Counties SWOTC Federations of Agriculture Property Owner Stakeholders Associations Local Associations Economic Development Departments within each of the Counties within Elgin and Norfolk Counties Fanshawe College Local Partners Economic Development Departments within each of the Counties Local Chamber of Commerce Tourism Partners SWOTC Winery Associations Economic Development Departments within each of the Counties Local Chamber of Commerce SWOTC Marinas Economic Development Departments within each of the Counties Federations of Agriculture Local Partners and Vineyard Associations 39 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

42 Action Partners Policies to Support the Creation of Alternative Accommodations 11 Maintain a database of accommodations, working with accommodation providers to update the database on an annual basis. Economic Development Departments within each of the Counties SWOTC Accommodation providers 12A [Elgin and Norfolk County] Develop an accommodation grant/loan program as part of the Community Improvement Plan. Specifically the program should: Provide financial assistance in the cost of developing short-term and seasonal accommodations; Economic Development Departments within Elgin and Norfolk Counties Planning Departments within Elgin and Norfolk Counties Specifically target areas of high potential (e.g. agriculture lands, coastal properties, commercial areas, and village and town nodes); and 12B [Haldimand County] Consider expanding the Rural Business and Tourism Community Improvement Plan s definition of Commercial Roofed Accommodation to include short-term, seasonal accommodations. Haldimand Planning and Economic Development Department 40 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

43 Action Partners Marketing and Business Supports 12 Work with SWOTC to host customer service training and skill development workshops for existing and potential accommodation providers to ensure that owners and staff are equipped to serve visitors properly and use online platforms (e.g. TripAdvisor, Airbnb) 13 Promote the how to manual on both SWOTC s website and the individual County-specific tourism webpages. Also share the how to manual with OMAFRA representatives who can showcase the manual to potential business opportunities. 14 Consider a lodging tax 52 to support the marketing and business development of short-term accommodations across the Counties. 15 Leverage the existing social media community to connect new and existing accommodation providers with outdoor recreation service providers (e.g. bicycling, hiking, fishing, and birding). 16 Leverage industry newsletters and websites to inform potential investors/entrepreneurs of the growing demand for short-term accommodations across the Counties. Economic Development Departments within each of the Counties SWOTC Economic Development Departments within each of the Counties SWOTC OMAFRA Economic Development Departments within each of the Counties SWOTC Economic Development Departments within each of the Counties Local Chambers of Commerce Tourism Partners SWOTC Economic Development Departments within each of the Counties Tourism Partners SWOTC 52 See Appendix C for example 41 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

44 Appendix A: Community Survey 193 community members for Elgin, Haldimand and Norfolk County participated in an online community survey designed to develop a broader understanding of the accommodation needs in the community and potential opportunities to develop accommodations in the future. 26% of respondents indicated that they are involved in providing accommodations. In terms of current accommodation needs, respondents indicated the needs to a hotel/motel (62.1%), B&Bs (44.7%), and inns (37.4%). Boatels (21.6%), Airbnb (18.9%), and cycle tourism pods (18.4%) where the highest ranked alternative accommodations based on community needs. 39% of the remaining respondents indicated that they are interested in developing an alternative accommodation. The most interest, 33.3%, came from running an Airbnb, 28.1% interested in developing a hotel/motel and another 26.3% interested in developing a B&B. Only 1.8% of respondents indicated that they would be interested in developing a glamping site. Downtown upper storey accommodations and inns tied for fourth place in terms of interest, with boatels and glamping on a farm tied for fifth. FIGURE 4: TYPE OF ACCOMMODATION SURVEY REPONDENTS ARE INTERESTED IN DEVELOPING Total Responses: 57 Respondents indicated that additional income would be the most enticing aspect of developing an alternative accommodation (26.3%). County incentives ranked the second in terms of importance (19.8%) followed by hosing interesting people (9.1%) and giving back to the community (7.4%) Respondents were asked that the County could do better to support the increase in alterative accommodations. Figure 8 highlights opportunities for the County to better support an increase in accommodation. The majority of people indicated that incentives (58.3%) would support 42 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties

45 alternative accommodations, followed by marketing support (43.2%) and funding assistance (41.4%). Others, not captured in the table, indicated the need to decrease the red tape associated with developing an establishment, including zoning by-laws, as well as increase education in opening and operating an accommodation. FIGURE 5: DESIRED COUNTY SUPPORT FOR DEVELOPING ACCOMODATIONS Total Responses: 158 Comments gathered from the survey include: Overall recognition that there is a need for accommodations in the Counties and the issue of providing sufficient accommodation during the peak season without hurting the establishments in the off-season The desire to get younger people involved in providing accommodations, helping to run a B&B or farm house accommodation We seem to have a lot of people with good intentions, skills and information but the Counties especially seem to not be thinking in a collaborative way. We have regional partnerships we belong to; we need to take advantage of those and work together. I see a huge need for marketing to extend our tourism season to include April, May, June, September and October For rural home rentals, on-farm accommodations and trading houses the property owners may need assistance in making sure that the liabilities in doing this would be covered, as well as ensuring the safety of the property owners when welcoming in-home guests Consider another type of "partnership" with local minor sports clubs or festivals to develop accommodation to meet the needs of future events While this is just a selection of comments received from the community survey, they indicate that residents are interested and ready to support the development of alternative accommodations. Having the public onboard will help the Counties to develop alternative accommodations throughout their jurisdictions. 43 MDB Insight: Alternative Accommodation Study for Elgin, Norfolk and Haldimand Counties