TOWN OF OSOYOOS COMMITTEE OF THE WHOLE NOVEMBER 20, 2017

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1 TOWN OF OSOYOOS COMMITTEE OF THE WHOLE NOVEMBER 20, 2017 PRESENT: Mayor McKortoff Councillors Rhodes, Youngberg, Campol and King Staff: Barry Romanko, CAO Janette Van Vianen, Director of Corporate Services Brianne Hillson, Deputy Corporate Officer Mayor McKortoff called the meeting to order at 10:00 AM. INTRODUCTION OF LATE ITEMS 1. Osoyoos Signs Chris Bromage re Town Signage MOTION C 35/17 Moved by Councillor Campol Seconded by Councillor Youngberg That Chris Bromage be added as a delegation regarding Town Signage the Committee of the Whole agenda of November 20, 2017 be adopted as amended. CARRIED 2. Report on Meeting on Accessibility with Mike Stiles MOTION C 36/17 Moved by Councillor Campol Seconded by Councillor Youngberg That Councillor Campol will provide an update on the accessibility meeting held be added to the Committee of the Whole Agenda as Business Item #2. CARRIED MOTION C 37/17 Moved by Councillor King Seconded by Councillor Campol That the Committee of the Whole meeting agenda be adopted as amended with Chris Bromage be added as a delegation and the update on Accessibility Meeting be added as Business Item #2. CARRIED DELEGATIONS Plan and Budget for Destination Osoyoos - Presentation by Kelley Glazer, Executive Director - A copy of the PowerPoint Presentation is attached to and forms a part of these minutes. - Mayor McKortoff inquired about TOTA (Thompson Okanagan Tourism Association) and their work with Destination Osoyoos. - Ms. Glazer stated that Destination Osoyoos works with TOTA frequently. - 1 P a g e

2 TOWN OF OSOYOOS COMMITTEE OF THE WHOLE NOVEMBER 20, Added film for target activities for Economic Development for Continued with airport expansion and working with the airport society. - Working on five strategies and tactics for these strategies. - Council stated that they are happy with the clear direction that Destination Osoyoos is headed. - Mayor McKortoff thanked Ms. Glazer for her presentation. - Destination Osoyoos is in their new location and are open for business. 2. RCMP Quarterly Report - Presentation by Sgt. Bayda, RCMP - Sgt. Bayda introduced two new members to the detachment Cst. Brent Greenfield and Cpl. Dave Smith - Waiting for transfer for Cpl. Smith to the detachment. - Sgt. Bayda stated the crime statistics is not very different from other communities. - RCMP have arrested several prolific offenders who have had crime sprees in the South Okanagan. - Councillor King inquired about influx of people coming into the community in the summer and the impact on the detachment. - Sgt. Bayda stated that there is always an increase in calls for assistance with the influx of people in resort municipalities such as Osoyoos. The money that Council has given for the extra members has helped with these demands. - The RCMP could not bring as many members for the extra summer patrols this year, due to the fires as detachments across the province were expected to provide members to help out with the state of emergency. - Councillor Campol inquired about repeat offenders and the amount of time they are being incarcerated and how Crown Council purses charges. - Sgt. Bayda stated that one of the RCMP s job is to try to help solidify the evidence for Crown and fight to pursue charges against these prolific offenders. - Councillor Campol inquired about the amount of time spent with youth or adults who suffer from mental illness and who do not actually commit any crimes or offences. - Sgt. Bayda stated that there is significant time being spent on people who have not committed crimes but are suffering from mental illness and still require help. On a regional level, the Superintendent is trying to fix this issue. - Councillor Rhodes inquired about the ratio of crime to those who are actually committing the crime. - Sgt. Bayda stated that it is a very hard stat to provide numbers as there are crimes that are unsolved. However, they can provide statistics to crimes that are solved and how many crimes are being performed by the same offender. - Sgt. Bayda inquired about the possibility of Borrow a Life Jacket to be built in Osoyoos at the Marina. The RCMP will look at the liability and contact the Town s administration. 2 P a g e

3 TOWN OF OSOYOOS COMMITTEE OF THE WHOLE NOVEMBER 20, Chris Bromage Presentation regarding Town Signs - Mr. Bromage inquired about the Town s tender process and questioned why local business are not approached. - Mr. Bromage is unsure what criteria on deciding on specific projects. - Feels that all business should be made aware of local projects/tenders. - Mayor McKortoff stated that she feels the Town has done their due diligence and followed the proper legal procedures regarding tenders and RFPs. - CAO Romanko stated that this was not a refurbishing project and that the Town followed the purchasing policy. CAO Romanko stated that the interior signage was part of the overall Fire Hall tender and the Town did not have input. - Councillor Rhodes stated that he is empathetic to what Mr. Bromage is saying, however, the Town is required to follow legislation. Ms. Glazer left the meeting at 11:15 AM. Mr. Bromage left the meeting at 11:14 AM. BUSINESS Committee Appointments - Report from Director of Corporate Services - CR-826 Discussion ensued on the Committee Appointments. 2. Accessibility Meeting - Verbal Report from Councillor Campol - AI Councillor Rhodes and Campol reached out to Mike Stiles for a meeting to hear his concerns on accessibility. - Put together a committee with accessibility challenges and a member of council, to look at challenges hearing about now and changing reactive to proactive, where conversations can happen. - CAO Romanko stated that part of the business plan to try to get a grant for an Age Friendly program that will include accessibility.. - CAO Romanko stated that the Downtown Revitalization committee could be changed and bring someone on who would represent the concerns of accessibility. - Councillor Rhodes stated that they talked to Mr. Stiles about having a group similar to the Advisory Design Panel and that a committee regarding accessibility would make recommendations on a preventive measure and be proactive. 3 P a g e

4 TOWN OF OSOYOOS COMMITTEE OF THE WHOLE NOVEMBER 20, 2017 MOTION C 38/17 Moved by Councillor Campol Seconded by Councillor Rhodes That Council direct staff to bring back a report on forming an Accessibly Committee that includes a representative from Council, Destination Osoyoos and members of the public. CARRIED ADJOURNMENT MOTION C 39/17 Moved by Councillor King Seconded by Councillor Campol That the meeting be adjourned. That the meeting was adjourned at 11:32 AM. CARRIED APPROVED: CERTIFIED CORRECT: Original signed by Mayor Sue McKortoff MAYOR McKORTOFF Original signed by Brianne Hillson DEPUTY CORPORATE OFFICER 4 P a g e

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6 Destination Osoyoos leads Osoyoos in delivering Canada s Warmest Welcome as a vibrant fourseason community of choice.

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9 PRIMARY TOURISM MARKETING OBJECTIVES: Continue to grow tourism in Osoyoos in direct relation to competitive set; Boost shoulder season visitation; Develop and Support Festivals & Events that will attract unique visitors and incremental revenues; Position Destination Osoyoos as a year-round vacation destination. KEY INDICATORS OF SUCCESS - Increased Occupancy - Increased Room Revenues - Increased Visits to Visitor s Centre - Increased Website Traffic - Increased Social Media Interaction - Increased Shoulder Season Business - Increased Number of Year-Round Accommodation Packages Developed - Increased Percentage in Accommodation Package Sales - Increase in USA/Canada Border Crossings - Stakeholder Satisfaction

10 PRIMARY MARKETS: Regional (Okanagan and Similkameen Valley) o Weekend/Package Getaways; Festivals; Camping/RV; o Weddings; Meetings & Retreats; Corporate Retreats o Day-trippers Vancouver, Lower Mainland & Fraser Valley o Weekend/Package Getaways; Festivals; Camping/RV; o Weddings; Meetings & Retreats; Corporate Retreats Other BC and Alberta primarily Calgary, Edmonton as well as rural/farm-based communities o Weddings; Meetings & Retreats; Corporate Retreats o Snowbirds o Package Getaways; Festivals; Camping/RV SECONDARY MARKETS: Prairie Provinces o o Washington State o o Snowbirds; Camping/RV Festivals/Travel Trade Weekend/Package Getaways; Festivals; Camping/RV Day-trippers International (Long Haul) o Festivals; Travel Trade (RTO); Camping/RV

11 Wine, Culinary and Agritourism Travel/Trade Outdoor Adventure and Eco-tourism Families History, Arts and Culture Weddings Festivals and Events Meetings, Conferences and Special Events

12 Wine, Culinary and Agri-Tourism Tactics: 1. Identify paid and unpaid media opportunities to promote agri-tourism related products and services; 2. Partner with Oliver & Osoyoos and Similkameen Independent Winergrowers + Okanagan Wine Festivals to support local events and encourage Osoyoos stakeholders to develop events; 3. Encourage participation of farm partners to community development workshops/seminars; 4. Work with partners and stakeholders to enhance existing agri and food tourism offerings and develop new agri and food tourism products, programs and educational experiences; 5. Develop online marketing strategies including storytelling approaches to agri-tourism promotion; focus primarily on wineries, orchards and farm gate vendors; 6. Engage Serena PR to pursue unpaid media opportunities through media fams and news releases

13 Families Tactics: 1. Utilize social media outlets to maintain family friendly reputation; 2. Ensure family friendly messaging in all imagery; 3. Inventory family friendly product and events/activities; 4. Identify events/products that can be packaged and promoted in conjunction with family holiday periods; 5. Create social media strategy to promote long weekend family getaways

14 Meetings, Conferences and Special Events Tactics: Focused marketing efforts will be as follows; -Meetings & Conferences -Incentive Travel -Special Events 1. Create Corporate Incentive Programs; 2. Develop and market Corporate and small meeting retreats; 3. Ensure that sufficient information is provided on meeting and conference venues, packages, and related activities; 4. Support and partner with local and regional stakeholders to build and expand convention and conferences; 5. Create designated print and web collateral for trade shows

15 Weddings Tactics: 1. Promote Osoyoos as the ideal location for destination weddings, bachelor/bachelorette parties and honeymoons with a focus on shoulder season; 2. Create and publish bachelor/ette packages for all seasons; 3. Create inventory of wedding venues, products & services; 4. Update wedding landing page to include bachelor/ette packages; 5. Create wedding flyer for distribution; 6. Develop lead distribution process to ensure leads are followed up + business tracked; 7. Create inventory of Romance packages for publication and website; 8. Create social media strategy that coincides with website wedding collateral: weddings, bachelor/ette, honeymoon, packages; 9. Create honeymoon contest for digital promotion

16 Travel/Trade Tactics: 1. Grow visitation from international markets during the shoulder season by reintroducing Osoyoos to the BC Receptive Tour Operators; 2. Build sample touring options specific to each target market; 3. Join Canadian Inbound Travel Asia Pacific (CITAP); 4. Create direct mail for BC/AB Receptive Tour Operators (RTO); 5. Host RTO luncheon in Vancouver; 6. Sales Presentations to all Vancouver RTO s; 7. Host RTO fam

17 Snowbird Marketing Tactics: 1. Coordinate co-op marketing opportunities for stakeholders in seniors oriented publications in Alberta, Saskatchewan, Manitoba; 2. Attend consumer trade show (fall/winter) in target market area for snowbirds 3. Build Snowbird Database through surveys & tradeshow attendance 4. Create contest to promote early booking in each province 5. Engage a local senior to act as Community Snowbird Liaise from November-April

18 Snowbird Marketing Continued Tactics: 6. Coordinate community activity and event calendar for distribution to all snowbird properties 7. Develop communications strategy between accommodators + Snowbird community to encourage activities program development + participation 8. Update Destination Osoyoos Winter Page 9. Create a two-tiered Snowbird specific social media strategy that will: 1) attract Snowbirds (Summer/Fall) 2) be a resource for Snowbirds in community (Winter) with a goal to increase following and engagement.

19 Festivals and Events Tactics: 1. Support local planners by marketing their events, targeting the appropriate demographic using paid social media, print advertising and maintaining a current Festivals and Events landing page on the Destination Osoyoos website; 2. Identify media advertising opportunities that promotes as Osoyoos diverse, year-round destination for festivals and events to key target markets; 3. Encourage local planners to expand current programs or create new ones with a focus on the shoulder season; 4. Provide Seed funding and human resources to support planners in the development of new events that will attract visitors to Osoyoos with a focus on the shoulder season

20 History, Arts, and Culture Tactics: 1. Create Inventory all market ready cultural product and programs; 2. Create a comprehensive list of festivals, events and activities; 4. Ensure website is current; 5. Collaborate with Osoyoos Indian Band to develop new programs; 6. Host a Event Planner event to connect planners throughout the community to share ideas, develop new programs, create co-op marketing campaigns; 7. Develop funding application for festivals and events requesting sponsorship or marketing; 8. Pursue co-op advertising opportunities with stakeholders

21 Outdoor Adventure and Eco-Tourism Tactics: 1. To build an inventory of market ready products and services that include but are not limited to the following: -Sports & Recreation -Water Enthusiasts -Golf -Skiing -Outdoor and Nature -Hiking and Biking -Camping/RVing -Eco Tourism 2. Develop stay and play packages that include and are representative of each activity; 3. Build DestinationOsoyoos.com interactive landing page and online presence to highlight custom experiences and ensure and cross promotion with partnered stakeholders Implement measuring tools to gauge level of interest and success

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23 ECONOMIC DEVELOPMENT PRIMARY OBJECTIVES Encourage new business development opportunities; Position and market the community of Osoyoos as a desirable and affordable community for young families; Foster key Economic Development Initiatives to grow our Community.

24 KEY INDICATORS OF SUCCESS - Increase in new businesses from 27 new businesses in 2017 to 30 new businesses in 2018; - Increase in Stakeholder satisfaction over 2016; - Increase in relocation information requests from 79 requests in 2017 to 100 relocation information requests in 2018; - Increase in economic development website traffic from 2,000 individual users in 2017 to 4,000 users in 2018; - Increase in activity on the Film Industry page on the economic development website from 12 users in 2017 to 100 users in 2018; - Increase in following on Osoyoos Economic Development Twitter from 37 followers in 2017 to 300 followers in 2018; - Increase in new job postings from Stakeholders on the Osoyoos Job Board from 23 postings in 2017 to 35 new job postings in 2018; - Increase in new enrollment in School District 53 by 3% in 2018 by increasing relocation of families; - Increase in film location requests in Osoyoos from 3 requests in 2017 to 6 new requests in 2018; - Funding received from grant applications Including 13 Mobile Businesses The last Business Walk Survey for stakeholders was completed in 2016 School District 53 enrollment rose from 2,222 (2015/2016) to 2,312 (2016/2017)

25 Young Professionals Families Entrepreneurs Investors Business Owners Vancouver, Lower Mainland & Fraser Valley Regional (Okanagan and Similkameen Valley) Other BC and Alberta Calgary, Edmonton & rural/farm-based communities

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