10/22/13. Community Destination Development A Partnership Opportunity. UBCM Vancouver, BC September 2013

Transcription

1 1 Community Destination Development A Partnership Opportunity UBCM Vancouver, BC September

2 Small Talk Forum Manfred Bauer, Mayor Village of Keremeos and Chair, Similkameen Valley Planning Society The Similkameen Valley includes the communi=es and hamlets of Cathedral Lakes, Cawston, Chopaka, Coalmont, Eastgate, Hedley, Keremeos, Manning Park, Olalla, Princeton, Tulameen and Twin Lakes. Provincial Perspec=ve: Peter Harrison Director, Partnership Marke=ng, Des=na=on Bri=sh Columbia Community Perspec=ve: Simone Carlysle- Smith Community Development Specialist, Thompson Okanagan Tourism 2

3 During the last decade, tourism in BC grew more rapidly than our economy as a whole, despite challenging internaaonal events. In 2011, tourism employed over 126,000 BriAsh Columbians, generated $13.4 billion in revenue and contributed $1.13 billion to provincial government revenues. Tourism in BC employs about 40% more people than the Agriculture, Mining/Oil/Gas, Forestry/Logging, UAliAes and Fishing/HunAng industries COMBINED. 5 Tourism Regions Canadian Tourism Commission Des=na=on Bri=sh Columbia Product Sectors Communi=es 3

4 Abbotsford Kimberley Prince Rupert Tofino Alberni Valley Langford Radium Hot Springs Ucluelet Burnaby Langley Revelstoke Valemount Chilliwack Merritt Richmond Vancouver Courtenay Mount Washington Rossland Vancouver Island North Fernie Nelson - Kootenay Lake Saanich Vancouver's North Shore Golden Oak Bay Smithers Vernon Harrison Hot Springs Osoyoos Squamish Victoria Invermere Parksville/Qualicum Beach Sun Peaks Wells Kamloops Penticton Surrey Wells Gray/Clearwater Kelowna Prince George Terrace Whistler MRDT Disbursements in FY11/12 totalled over $27million 4

5 Regional Des=na=on Marke=ng Model Each Regional Des=na=on Marke=ng Organiza=on (RDMO) is a non- profit associaaon governed by its own board, and accountable to stakeholders Mid- year Business Review is submiyed in early September and annual MarkeAng Plan is submiyed in October. Funding agreement in place complemented by detailed operaaonal policy guidelines, specific graphic standards. ReporAng and tracking of projects and invoicing documented electronically and submiyed quarterly. Generic Destination Sell Hotels Motels Resorts Attractions Touring Golf Winter Ski Fishing Agritourism Culture Health & Wellness Team Sports Outdoor Adventure Learning Enrichment Festivals & Events Communities 5

6 Assist communiaes in creaang strategic tourism development and markeang plans Designed to meet community s stage of development Community- Driven/ Professionally- Led Industry Involvement Northern BC: Haida Gwaii Smithers Terrace Prince George McBride Mackenzie Dawson Creek/Pouce Coupe Vanderhoof Burns Lake Tumbler Ridge Fort St. John District of Taylor Prince Rupert Stewart Hazeltons Chetwynd KiAmat Hudson s Hope Fort St. James Cariboo Chilco;n Coast: Bella Coola West ChilcoAn Williams Lake Xeni Gwet in Quesnel/Wells/Barkerville Lillooet Clinton 100 Mile House Bridge River Valley Vancouver Island: North Island Tofino/Ucluelet Sooke/Port Renfrew Alberni Valley Ladysmith Quadra Island Nootka Sound Duncan Salt Spring Island Parksville/Qualicum Beach Comox Valley Cowichan Valley Campbell River 95 programs delivered, involving 160 communities Vancouver, Coast & Mountains: Bowen Island Sunshine Coast Squamish Harrison Hot Springs/Kent Hope and the Fraser Canyon Maple Ridge/PiY Meadows New Westminster North Shore/West Vancouver White Rock Langley Mission Coquitlam Sts ailes Thompson Okanagan: Barriere/Lower North Thompson Logan Lake Ashcroi/Cache Creek MerriY Vernon PenActon Osoyoos Oliver Lake Country Clearwater Shuswap Boundary Country West Kelowna Summerland Peachland Naramata Similkameen Valley Gold Country Kootenay Rockies: Golden Revelstoke Columbia Valley Cranbrook Kimberley Fernie Rossland Nelson Kaslo Castlegar Nakusp Trail Creston Elkford 6

7 Represents a community s tourism interests Plans do not sit on the shelf! Planning Community Tourism Foundations (CTF) Plan Produced ImplementaAon Community Tourism Opportunities (CTO) Matching Cooperative Funds 7

8 Community Tourism Opportuni=es Program Funding Requests FY13-14 Alberni Valley Castlegar Barkerville/Wells Campbell River Cranbrook Bella Coola Cortes Island Creston Bridge River Comox Valley Elkford Canim Lake Cowichan Valley Fernie Clinton Gold River/Nootka Sound Golden Likely Nanaimo Invermere Lillooet North Vancouver Island Kimberley Quesnel Oak Bay Nakusp Soda Creek Band Parksville/Qualicum Beach Nelson-Kootenay Lake South Cariboo-100 Mile Pender Island Radium Hot Springs West Chilcotin Quadra Island Revelstoke Williams Lake Salt Spring Island Rossland - Trail Yunesit in Sooke-Port Renfrew Sparwood Xeni Gwet'in Tofino Kootenay Rockies $143,000 Cariboo Chilco=n Coast $127, Applicants 250 CommuniAes 320 Projects Ucluelet Mayne/Galiano Islands Armstrong Burns Lake Vancouver Island $216,800 Barriere Dawson Creek Blue River Fort Nelson Boundary Fort St. James Abbotsford Clearwater-Wells Gray Fort St. John Agassiz-Harrison Mills Enderby Haida Gwaii Bowen Island Gold Country Hazeltons Burnaby Lake Country Highway 37 Chilliwack Lumby Houston Coquitlam Merritt Hudson's Hope Circle Farm Tour Naramata Kitimat Fraser Canyon/Hope Okanagan Falls Mackenzie Harrison Hot Springs Oliver McBride Langley Osoyoos Port Edward Maple Ridge-Pitt Meadows Peachland Prince George Mission Penticton Prince Rupert New Westminster Princeton Smithers Pemberton Shuswap Taylor Scenic 7 Similkameen Valley Terrace Squamish Summerland Tumbler Ridge Sunshine Coast Sun Peaks Vanderhoof Northern BC $179,550 Surrey Valemount Vancouver's North Shore White Rock Vancouver, Coast & Mountains Vernon West Kelowna $213,100 Thompson Okanagan $229,350 Thompson Okanagan Northern BC Cariboo ChilcoAn Coast Simone Carlysle-Smith Amy Thacker Vancouver, Coast and Mountains Clint Fraser Northern BC Shawna Leung April Moi Kootenay Rockies Vancouver Island Northern BC Emilie Cayer-Huard Jody Young Jill Greenwood 8

9 As representaaves of DesAnaAon BriAsh Columbia, the RDMOs are commiyed to providing the benefits of this close relaaonship with communiaes in the province. Community tourism organizaaons are encouraged to access a broad range of resources, tacacal opportuniaes, funding and experase. 9

10 Regional Representa=ve Simone Carlysle- Smith, Community Development Specialist What Guides Us Alignment Canadian Tourism Commission Explorer QuoAent program Info online DesAnaAon BC Gaining the Edge BriAsh Columbia brand Thompson Okanagan brand british-columbia-tourism-brand.aspx 10

11 What Guides Us Alignment Thompson Okanagan Regional Strategy Pilot projects to roll- out the strategy Tourism Plans North Thompson Valley MerriY & Nicola Valley Gold Country 11

12 Click to edit Master Atle style Similkameen Valley Case Study A success in partnerships Pilot project working with TOTA DesAnaAon brand, inventory of tourism industry, imagery, copywriang style, website, workshops for industry, social media. Case Study pilot project Partnership between SVPS and TOTA. Developed EQ team of suppliers. CTO leveraged funds. Brand book guides all creaave material development 12

13 Similkameen Valley Images Click to edit Master Atle style 13

14 Responsive Design A Similkameen Valley Story 14

15 Community Development SVPS Capacity Building From volunteers to contractors Service Directory inventory Unique Features inventory Stakeholder relaaons (newsleyer and web) Seasonal photo shoots Industry workshops ORM Industry events Social media strategy New for 2014 official visitor guide and website enhancements, new imagery Joan McMurray SVPS TAC Chair; Kim Lawton SVPS Project Manager, Daniel Craig at Online Reputation Management workshop. Resource development and new pilot projects Image bank development and DAMS Pilot Projects several communi=es Image bank development and online DAMS system for communiaes Visitor Guide development Pilot Project Case study pilot project with Similkameen Valley DMO Best Prac=ces - Merrib Case study pilot project with MerriY/ Nicola Valley Online database of tourism inventory Share data between community and TOTA/DBC via internet 15

16 Pilot projects to roll- out the strategy MarkeAng Summerland brand and website Enderby website Clearwater website Blue River website Boundary website Partnerships equal results... Crea=ng capacity through: Partnerships with communiaes TOTA part of project teams Regional Strategy supplier team CreaAng resources from each pilot project Annual gathering Community Forum 2013 Community Forum, March 23, 2013 Chase, BC Sponsored by Shuswap Tourism 16

17 QuesAons / Comments Thank you! 17