Central Alberta Destination Management Plan. CARL Presentation May 14, 2016 Sylvan Lake, AB

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1 Central Alberta Destination Management Plan CARL Presentation May 14, 2016 Sylvan Lake, AB

2 Tourism in Central Alberta

3 Understanding Central Alberta s Visitation

4 Central Alberta DMP - Destination Overview 31,207km2 7.2% of Alberta s land base

5 Destination Management Planning (DMP)

6 Central Alberta Tourism - Development Concept

7 Strategies + Priority Initiatives Enhance Sustainability and Maintain Competitiveness of Tourism Industry Internal Marketing: Build Community and Stakeholder Support and Awareness of the Central Alberta DMP and Brand Environment & Host Communities

8 Destination Management Strategy Enhance the Sustainability and Competitiveness of our Tourism Industry Priority Initiatives: Plan for and Consider the Needs of Tourism in Provincial (AEP), Regional (SLAC, CARL, SLMC, SLWSS) and Local Land Use Planning (MDPs, IDPs, ARPs) and Decision Making (Councils). Proactively Encourage Usage of Visitor Codes of Conduct and Education Programs (Invasive Aquatic Species). Encourage sustainability practices into the planning, design, construction and operations of tourism businesses (shoreline maintenance).

9 Destination Marketing Strategy Build Community and Internal Stakeholder Support and Awareness of the Central Alberta DMP and Brand Priority Initiatives: Strengthen internal buy-in Identify and pursue opportunities to present the DMP at face-to-face meeting, group presentations, town hall meetings, local media/information events to share the vision and ensure ongoing, consistent communications Identify and attend relevant industry functions to promote the plan

10 Central Alberta DMP - Tourism Zones A tourism zone is a geographic area consisting of a concentration of complementary tourism activities, attractions, amenities, accommodations and settings that are closely linked in terms of experience they facilitate and the markets they attract.

11 Central Alberta Lakes District Intent: To attract markets motivated to travel, year-round, for lake based nature, adventure and ecotourism, as well as festivals, events and sports based experiences. Management Considerations: Development of tourism infrastructure will be sensitively sited and visitation within this zone will be proactively managed to avoid and/or minimize negative impacts to sensitive environments, perceptions of crowding and associated impacts on visitor experience. For lakes with adjacent urban centers, attention will be paid to proactively identifying, planning and designing theme based tourism that stimulates and incentivizes tourism investment, delivers authentic and memorable experiences, maintains a physical form and atmosphere that appeals to the expectations of travelers and provides seamless connective to the lake and its visitor offerings.

12 Central Alberta Lakes District Experience Objectives: Experiences will focus on short day trips and weekend getaways. Extended seasonal stays will also be available on some lakes. Careful attention will be paid to developing major and secondary attractions and visitor infrastructure that fit the character and context of each lake and utilizing best practices to avoid or minimize impacts to lake species, habitats and ecosystem processes. The primary objective of this zone is to provide visitors access to: Memorable waterfront experiencesrestaurants, pubs, cafes, promenades Family based beach activities and events Summer beach and lake based festivals, events and sport tourism- e.g. water skiing, canoe/paddling/boat races, sailing Winter lake based festivals, eents and sport tourism- e.g. ice fishing, snowmobiling, skating, outdoor hockey, kite surfing Spa and wellness Summer and sport youth camps Heritage and performing arts Culinary experiences featuring local ingredients Visitor amenities and services- e.g. marinas, boat launches, day mooring, marine fueling

13 Outcome Environment & Host Communities Positive & inclusive relationships Quality of tourism resources Enhanced positive benefits of tourism to the environment By 2025 we will have: Established a positive and inclusive relationship between the region s tourism industry, community leaders, visitors and residents to ensure our communities are engaged and active stakeholders. Maintained the integrity and quality of tourism resources in the region and the destination s competitiveness. Enhanced the positive benefits of tourism to the environment and host communities while minimizing the negative impacts on the environment, local cultures and host communities.

14 To view the DMP in its entirety visit: Q & A Vicki Kurz, EDO Town of Sylvan Lake Chair Central Alberta Tourism Destination Management Plan (403) ext 226

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