Generating Tourist Demand

Transcription

1 Generating Tourist Demand City of Kelowna Mayor & Council February 13, 2012

2 2012 Board of Directors Executive: Chair: Brad Sieben, Hotel Eldorado Vice-Chair: Stan Martindale, Ramada Hotel & Conference Centre Treasurer: Ian Robertson, Kelowna Springs Golf Club Secretary: Steve Stinson, Keg Steakhouse & Bar Past-Chair: Roger Sellick, Consultant Directors: Alan Gatzke, Gatzke s Farm Market Rosemary Paterson, Kelowna Hotel Motel Assoc Gavin Parry, Coast Capri Hotel Sam Samaddar, Kelowna International Airport Daniel Bibby, Delta Grand Okanagan Resort Rita Pluta, Travelodge Kelowna Tracie Ward, Rotary Centre for the Arts Kelly Watt, Sandman Hotel & Suites Michael J. Ballingall, Big White Ski Resort Tony Stewart, Quails Gate Estate Winery Andre Blanleil, Kelowna City Council Markus Schrott, BDO Dunwoody

3 Mission To create a measurably healthier tourism industry through innovative marketing and advocacy initiatives. Contribute to an increase in overnight visitors. Kelowna s destination branding recognized regionally, nationally and internationally. Kelowna s diverse year-round tourism expanded and supported by our encouragement and advocacy.

4 Key Results Areas Mission will be accomplished through: Destination Marketing Visitor Services Development Destination Management Advocacy

5 Economic Impact - 5 year results Source: Tourism Kelowna, Economic Impact Study of Tourism in Kelowna, BC, December million visitors - up from 1.2 million, 26.9% increase 7,072 Direct jobs up 5.8% $176,000,000 in direct wages up 39.7% $335,000,.000 in GDP up 50.2% $653,000,000 in economic output up 68.7% $100,000,000 in tax revenues up 12.4% $279,000,000 in visitor spending down 3.1%

6 Visitor Origin Source: Tourism Kelowna Commercial Accommodation Survey % 87.7% % 4.3% 3.9% 1.3% 1.9% 0.9% Canada USA Europe Other Int'l

7 Destination Profile Bookings by Type Source: Tourism Kelowna Commercial Accommodation Survey Corporate 24% Leisure 44% Government 7% Comp 1% Other 4% Tour 3% Sports 6% Meetings 11%

8 Revenue Revenue (Actual) $2,505,730 Advertising $626,340 25% Other $38,104 1% Ministry of Jobs, Tourism & Innovation $89,853 4% AHRT & DMF $1,405,003 56% City of Kelowna $346,430 14%

9 Expenses Expenses (Actual) $2,452,103 Marketing, Sales & Promotions $1,331,262 54% Personnel $824,113 34% Admin & General Expenses $296,728 12%

10 AHRT Revenue 300, , , , ,000 Target ,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

11 Growth Strategy Leisure (April October) Golf Apr - Oct Culinary Wineries Apr - Oct Attractions/ Shopping Scenery, Lake, Beach, Sun Jul-Aug Adventure Festivals/ Events Year-round Galleries /Museums Agri-tourism and Artisans May - Sept

12 Lake, Beach, Summer Sun & Sightseeing (July-August)

13 Golf (April-October)

14 Golf

15 Golf - PR It takes just a few minutes to realize that golf and Kelowna are intertwined. It happens leaving the airport, where you re confronted with a decision: turn left into the picturesque city that is about 15 minutes away. Or you can go straight through and head toward Okanagan GC, the stunning 36-hole facility that is about five minutes north of the airport. Like a trip here in general, you can t make a wrong choice. Peter Robinson, Excerpt from SCOREGolf magazine, July 26, 2011.

16 Wine Kelowna Wine Trails Program (April-October)

17 Wine

18 Wine

19 Winery Sales Transactions Source: Direct from Wineries Tourism Kelowna consolidated % incr Yr/Yr (total trans) No. of Transactions Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Source = 12 of 20 participating wineries Months of the Year

20 Agri-tourism and Artisans - Studio & Farm Tours (May-September)

21 Growth Strategy - Sports & Events (Year-round) Direct selling of Kelowna as hosting destination to Provincial and National event rights holders Build hosting resume and capacity with Local Sport Organizations Expansion to non-sport events and festivals with New Events Fund funding for sports, festivals, arts events that deliver minimum of 500

22 Growth Strategy - Meetings (Year-round) Team of 3 sales staff generate meetings and conferences for Kelowna from throughout Canada 600 sales calls per year 6 tradeshows per year Host meeting planner in Kelowna to show venues and destination Partner with 25,000 lead room nights

23 Growth Strategy - Visitor Services Generate more attraction visitation, increased spending, longer stays and return visits Utilizing technology to turn more inquiries into bookings Show inquirer experience using video clips to generate higher confidence levels Engage visitors on twitter to increase exploration and discovery of destination 3 full-time staff, 5 part-time staff 25 volunteers Over 100,000 visitors served at Downtown & Airport

24 2011 Highlights New co-op products and programs: Kelowna Wine Trails 20 participating wineries Destination Golf Marketing Program 16 participating courses Implementation of on-line golf tee-time and vacation package reservations system Year 2 of the Studio & Farm tour 24 participating businesses Meeting lead room nights up 36% 45 journalists hosted, $1,800,000 in exposure, 40,000,000 circulation $971,000 in consumer advertising value, 56,000,000 impressions 10,051 sport event lead room nights Stakeholder investment up 11.6% 100,000+ visitors served Staff: 12 FT, 5 PT 40 Visitor Services and Board volunteers, hours

25 Questions?