Valemount Visitor Centre Annual Report 2014 1
Table of Contents Introduction... 3 Visitor Statistics... 3 Revenues... 5 Accommodation Revenues... 5 Activity Revenues... 6 Retail Sales Revenues... 7 Summary... 8 Appendix A Trip Advisor Reviews 2014... 9 Appendix B Thank-You Email... 17 2
Introduction The Valemount Visitor Centre had a steady year of growth in 2014. Visitor numbers and revenues in all categories exceeded 2013 figures. Visitors continued to be impressed by the building, friendly visitor information counsellors, and services available. Many visitors who may not have planned to stop in Valemount decide to spend some time in the area as a result of their stop at the Centre. A summary of TripAdvisor reviews received this year is attached as Appendix A. Visitor Statistics Visitor parties are defined as any group travelling together regardless of the number of people, while visitor numbers are the total number of individuals who came into the Centre. The following chart shows a comparison of statistics between 2014 and 2013: % Statistics 2014 2013 Change Total Visitor Parties 8,326 7,392 +12.6% Total Visitor Numbers 21,490 17,888 +20.1% Number of Buses 105 61 +72.1% Travel within BC saw an increase in 2014, which attributes to a portion of the increase in visitation. All visitor centres in the Thompson Okanagan Region saw an increase in visitor parties of 8.3%, an increase in visitor numbers of 6.7% and an increase in buses of 5.4%. Although the entire region saw an increase, the Valemount Visitor Centre performed better comparatively. The following chart shows the changes in visitor parties, visitor numbers and buses for the Valemount Visitor Centre compared to all visitor centres in the Thompson Okanagan Tourism Region and neighboring Northern BC Tourism Region: 80.00% % Change in Visitation Between 2013 and 2014 60.00% 40.00% 20.00% 0.00% -20.00% Parties Visitors Buses Valemount VC Thompson Okanagan Region Northern BC Region -40.00% 3
Visitors from Europe represent the highest percentage of visitors to the Centre, followed by visitors from BC, then visitors from Alberta. The following chart shows a breakdown of visitors by origin: 2014 Visitor Origin 6% 2% 6% Local Resident BC 30% 5% 4% 1% 1% 25% 20% Alberta Other Canada Washington California Other US/Mexico Europe Asia/Australia The following chart shows the length of stay by visitor parties: 2% 2% 2014 Nights in Community 1% 1% 5% Same day 1 night 2 nights 28% 3 nights 61% 4-6 nights (1 week) 7-13 nights (2 weeks) 14+ nights More than 54% of the enquiries were about Valemount and Mt. Robson. As is normal for visitor centres on highway corridors, most visitors were passing through and going to other communities. By providing excellent service and information on the local area in addition to other communities around the Province, visitor information counsellors are able to create a positive first impression of Valemount and encourage longer stays and repeat visits. After stopping at the Centre visitors often decide to head into Valemount to experience local stores and restaurants, and/or a local adventure activity. Many without 4
set plans decide to stay for one or more nights in the community after finding out all there is to see and do in the area. The most popular information requested was for maps/directions, followed by site facilities, other, adventure recreation, and parks. Requests falling under the other category may include weather, road reports or wildlife related questions, in addition to any other requests that do not fit into any of the other categories. 0% 1% 0% 2% Information Requested 14% 12% 7% 13% 12% 9% 21% 6% 1% 2% Accommodation Adventure Recreation Attractions / Tours Maps / Directions Events / Conferences Food / Beverage Transportation Shopping Parks First Nations Community Services Investment/Moving Site Facilities (e.g. Washrooms) Other Revenues Total Combined Revenues 2014/2013 2014 2013 % Change Sales $165,315 $112,071 +47.5% Sales figures for 2014 are from May 10 to October 13, which was the operating season. For 2013, sales figures are from May 1 to October 14, as the Visitor Centre was open through the winter as a pilot to determine if it was valuable to do so. Despite the longer season in 2013, sales increased in 2014. Accommodation Revenues Total Accommodation Revenues 2014/2013 2014 2013 % Change Sales $16,996 $14,462 +17.5% Most Visitor Centres are experiencing a decline in accommodation bookings as the trend is for visitors to make their own reservations on their cell phones and tablets using sites such as hotels.com. Valemount has been an exception with an increase in bookings over 2014. The travellers who use the Visitor Centre 5
booking system really appreciate the service and it helps to make Valemount a memorable stop, even for those visitors who are moving on. The following chart shows a breakdown of accommodation bookings by region: Accommodation Bookings by Region 2014 5% 3% 7% Vancouver Coast & Mountains - $1,252 13% Valemount - $2,179 2% Tete Jaune - $377 39% Mount Robson - $5,366 Other Thompson Okanagan - $6,601 31% Kootenay Rockies - $828 Cariboo Chilcotin Coast - $556 46% of accommodation bookings were for the local area (Valemount, Tete Jaune & Mt. Robson). The next biggest region booked was other communities within the Thompson Okanagan region, with many of these bookings made for Blue River and Clearwater. Activity Revenues Total Activity Revenues 2014/2013 2014 2013 % Change Sales $60,694 $22,509 +169.6% Good weather this summer helped contribute to a high number of bookings of outdoor activities such as white water rafting or the River Safari in Blue River. The following chart shows a breakdown of bookings by supplier: 6
Activity Bookings by Provider 2014 1% 1% 0% 0% 1% 1% British Columbia Wildlife Park, Kamloops - $282 Capilano Suspension Bridge Park, North Vancouver - $243 7% CVS Sightseeing, Victoria - $110 6% Hell's Gate Airtram, Boston Bar - $171 23% 48% Interior Whitewater Expeditions, Clearwater - $338 Prince of Whales Whale Watching, Victoria - $500 River Safari, Blue River - $19,242 The Vancouver Trolley Company - $80 Vancouver Aquarium - $525 Alpine Country Rentals, Valemount - $4,333 1% 11% 0% Mt. Robson Whitewater Rafting - $9,176 Stellar Descents, Tete Jaune - $2,533 Robson Helimagic - $3,013 47% of bookings were for activities in the local region, and an additional 48% were for the River Safari in Blue River. Many of the bookings for the other out-of-town attractions were made by locals who appreciate being able to book through the Centre at a discount and gain priority entry at major attractions in the Lower Mainland. Retail Sales Revenues Total Retail Revenues 2014/2013 2014 2013 % Change Merchandise $83,733 $72,751 +15.1% Consignment $3,852 $2,695 +42.9% Retail sales have increased as a reflection of the increase in visitation. 7
Summary The statistics and revenues show that the Valemount Visitor Centre is fulfilling its role of improving the economic benefit of tourism to the area by promoting longer stays and return visits to prospective visitors and those who have come into the Centre. 8
Appendix A Trip Advisor Reviews 2014 9
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Appendix B Thank-You Email ---------- Forwarded message ---------- From: Barbara & Keith Armstrong <keith@armstrong.com.bb> Date: Thu, Oct 2, 2014 at 5:42 AM Subject: Thanks To: valemountvc@gmail.com Cc: info@valemountchamber.com To the lady at Valemount visitor center. Good morning from Barbados, We passed through your visitor center on 16th September, 2014, and I could hardly walk. I came in with a stick and being helped by my husband. I just want to thank the lady at the desk for her kind help. You wheeled me to the washroom in your chair. You contacted the Hospital for us. You wheeled me back to the car. We went to the Hospital where I got excellent attention. The x-ray showed a cracked or fractured pelvis (the pubic bone). They gave me crutches and told me not to put weight on the leg for 6 weeks. We continued our holiday to Jasper and Banff before flying back home from Calgary Airport. Unfortunately I could not go on walks with my husband, but we enjoyed the beautiful scenery. The help of everyone was outstanding, and we really appreciate it all. Best wishes, Barbara & Keith Armstrong (Barbados0 17