2016 Visitor Information Centre Report

Transcription

1 2016 Visitor Information Centre Report June 2017 Tourism Bowen Island Association 432 Cardena Drive Bowen Island, BC V0N 1G1 Ph: E:

2 432 Cardena Rd. Bowen Island BC V0N 1G1 Tel: Visitor Information Services Report Tourism Bowen Island Association (TBI) took over the operation of the Bowen Island Visitor Information Centre (VIC) from the Bowen Island Arts Council (BIAC) in early Also in early 2016, Destination BC designated Bowen Island as an official visitor information centre, joining their province-wide network, and TBI was recognized as the managing organization. We operated the VIC daily from the Victoria Day long weekend until the end of the Labour Day weekend and then part time during September and October, though predominantly weekends. The Visitor Information Centre was open for a total of hours in Our statistics show a 27% increase over 2015 numbers and this is primarily the result of adding event roaming as part of our visitor information services. BIAC recorded a total of 6,347 visitors in TBI recorded a total 8,054 visitors in Event roaming was 1,732 visitors or 21% of total visitors. This figure is very close to the difference between 2016 and 2015 numbers. Event roaming is going to where the visitors are and providing information services on the spot. When we had two staff members working, one staff member would stand at the intersection of Cardena Drive and Bowen Island Trunk Road, greeting visitors as they disembarked the ferry. We strongly feel that event roaming allowed us to connect with more visitors, many of whom probably would have missed going to the actual visitor information centre cottage. Our 2016 funding for the Visitor Information Centre was composed of a $15,000 service agreement with the Bowen Island Municipality; $10,000 from Destination BC s visitor services division; and a $8,099 Canada Services grant to hire two summer students. Staffing was composed of a part-time supervisor, two summer students, and two casual part-time employees. We had one volunteer ambassador who assisted approximately 3 hours per week for approximately 6 weeks. Page1of5

3 2016 Statistical Highlights Total parties: 2935 Total visitors: 8,054 (1,732 event roaming and 6,322 visiting VIC) Origin of visitors: BC residents 76% Europe 10% Asia/Australia 7% Length of visit: Same day 89% Info requested: Of the parties visiting: One night 8.5% Two nights 3% 21% Maps & Directions 15.5% Adventure recreation (trails, hiking, etc.) and Parks 14% Food & Beverage 11%Transportation (bus and ferry) 8% Attractions & Tours 6% Shopping 2% Washroom 1% Accommodation 1,242 said they learned about Bowen Island from friends/family 1,089 said it was their first time visiting Bowen Island Challenges: Location: our location in the blue heritage cottage is very charming and much loved by many visitors. However, we know that many foot and vehicle visitors never make it to the visitor information centre due to our somewhat hidden location. To help address this challenge, we added roaming visitor services, that is, one of our students would stand at the corner when the ferries were unloading to meet and greet visitors. However, we could only provide roaming services when we had two staff members on duty because otherwise we'd miss the visitors who went directly to the blue bungalow. So with limited capacity (funding), we focused our efforts on the busiest visitor ferry arrivals - 9:30 AM 12:30 PM. Based on our statistics our very part-time roaming services still engaged with 1,732 people, many of whom probably wouldn't have visited our official info centre. Based on these numbers and based on our analysis of how visitors attain or don t attain info services, we strongly suggest that a full-time presence at the first intersection will significantly increase our visitor services interactions, thereby helping to alleviate pressure on staff at the library and surrounding local businesses. Page2of5

4 Funding: With more revenue and funding, TBI can enhance visitor information services and extend service hours. Innovations: Thanks to an innovation grant from Destination BC, TBI has a budget of $6,500 to establish a satellite visitor information kiosk near the intersection of Cardena Drive and Bowen Island Trunk Road. In our grant application, Jody Lorenz explained the limitations and challenges of our current info centre and the benefits of providing a dedicated presence at the busy first intersection. Destination BC fully supported our application, awarding us the highest grant amount available and commending TBI for our creativity and professionalism. We have written the Bowen Island Library board to ask their approval to located the kiosk near the first intersection and on a very small part of the library grounds. We know that based on the natural flow of visitors and traffic off of the ferry, that the first intersection is the ideal location for a highly visible information kiosk. The kiosk will be staffed during the peak season and times, as well as providing afterhour self-serve information. With this new outreach location, we anticipate that we will capture more visitors as they arrive on Bowen. Additional innovations include: Exit Engagement Centre to help facilitate positive experiences and to stimulate word-of-mouth and social media promotions. Assisting accommodation bookings through a reservation fee service. Selling branded products at the VIC. Visitor Services Goals, Purpose & Objectives 1) To positively enhance visitors experiences and enjoyment by providing welcoming, educational and informative services so that visitors can make informed decisions. 2) To provide high-quality visitors services and create remarkable experiences. 3) To maximize the economic benefits of tourism by promoting tourism products, services and generating increased tourism revenue in the community and region. 4) To work together and promote Bowen Island businesses, services and agencies and to foster tourism as a significant area of economic development. 5) To collaborate with industry partners and regional tourism agencies to promote and assist regional visitor services and tourism strategies. Visitor Services Strategies & Tactics 1) To provide both standard and roaming visitor services, with an emphasis on meeting and greeting visitors as they disembark the ferry. Page3of5

5 2) To work collaboratively with local businesses and service providers so that staff members are knowledgeable and up to date about products and services. 3) Maintain an updated website that is a useful resource for both visitors and islanders. 4) Engage in social media and traditional marketing platforms. Participate in Destination BC s social media visitor services program upon availability. 5) Attend tourism industry events, tradeshows and develop working partnerships and strategies with other tourism agencies. 6) Promote Bowen Island events and activities to media and provide FAM tours. 7) Increase memberships. 8) Develop revenue generating products and services, such as travel packages, accommodation bookings and activities. Current trends Bowen Island s main market continues to be Lower Mainland and BC residents, both first-time visitors and returning visitors. TBI will continue to promote to the BC market, with an emphasis on shoulder-season visitation. Our island s diverse vacation rentals from cute & cozy to designer digs offer Lower Mainland residents a relaxing and inexpensive staycation. More and more international travellers are discovering Bowen Island but their visits are mainly daytrips. Our reputation in the Travel Trade is expanding and we ve received more interest from the local and international travel press in the past year than ever before Tourism Bowen Island is positioned to facilitate and extend nights in the community and to enhance shoulder season tourism. Tourism Bowen Island as Destination Marketing Organization Established in May 2015, TBI is a volunteer operated, membership-based, nonprofit society that has grown membership over the past two years. As of May 2017 we have over 55 members. In addition to operating the Visitor Information Centre, TBI s mandate is to facilitate tourism and economic development on Bowen Island. TBI is recognized by Destination BC as Bowen Island s official destination marketing organization. Over the past two years, TBI received $13,500 from DBC s coop marketing program and now entering our third year we received approval for $7,500. These funds are matched by TBI for a total marketing budget of $42,000 over three years, from April 2015 April Over the past three years, we have undertaken a number of tourism initiatives including the following: We have created a responsive website that is constantly being fine-tuned and updated; Page4of5

6 We have represented the island at a number of trade shows and participated in a variety of tourism forums and presentations; We have hosted a number of industry and media FAM s, resulting in a record number of articles about Bowen Island in Most recently, we purchased the former Experience Bowen Island tourism brochure and have extensively updated it to reflect TBI s new brand. We re happy to announce that advertising revenue increased by 40% over the prior year and the brochure, which was released in March, has been very well received buy both advertisers and the general public. In-kind donations for the design, development and production of the Secrets of Bowen Island brochure totaled over $90,000, receiving services worth $67,000 from ReThink and $21,800 from Linda Denis, plus other in-kind contributions. Through our work and advocacy, we re raising the profile of tourism s value to the Island s economy and we re very excited about 2017 s potential to be our best year yet. Page5of5