Destination Labrador Tourism Industry Stakeholder Update and Happy Valley-Goose Bay, December 6, 2011 Report Prepared by: Randy Letto, Executive Director Destination Labrador Jan, 2012
Table of Contents Executive Summary... 3 1.0 Opening Remarks... 5 2.0 Industry Updates... 5 2.1 Destination Labrador Update... 7 2.2 Newfoundland and Labrador Tourism Board... 8 2.3 Dept of Tourism Culture and Recreation... 8 2.4 Hospitality Newfoundland and Labrador... 9 2.5 Presentation Feedback... 10 3.0 Sponsored Presentation... 10 4.0 Review of Stakeholder Consultations... 10 4.1 Sustainability of Anchor Attractions... 10 4.2 Trans Labrador Highway Enhancements... 12 4.3 Market Readiness/Quality Assurance... 12 4.4 Season Extension... 13 4.5 Medium Long Term Priorities... 14 7.0 List of Participants... 15
Executive Summary The tourism industry in Labrador is a top of mind priority for many municipalities, community-based organizations and even more so for the many family-run enterprises with a vested interest in its continued growth and expansion. The Newfoundland and Labrador Tourism Vision 2020 (Vision 2020) provides a blueprint for extraordinary growth... it challenges us to come together as entrepreneurs, industry partners, and Government to new heights: to double the annual tourism revenue in Newfoundland and Labrador by 2020. As a provincial Tourism Board representative for the Labrador region, Destination Labrador is responsible to both Labrador tourism stakeholders and the provincial Tourism Board in identifying the Labrador industry priorities for marketing support and product development (market readiness and quality assurance). Over the past 2 years, Destination Labrador and its partner stakeholder groups have organized annual industry consultation sessions in Labrador. A particular focus of these consultation sessions was to identify Labrador s role in doubling the annual tourism revenue for the province. Most recently, Destination Labrador held a pan-labrador session in Happy Valley-Goose Bay Dec 6, 2011. The session recapped existing input from previous consultations and to also seek final input on Labrador s tourism development priorities for 2012. This report is a summary of those short-term priorities related to product development, market readiness and quality assurance.
2011 TOURISM INDUSTRY STAKEHOLDER UPDATE & CONSULTATION WORKSHOP December 6, 2011 Hotel North 2, Happy Valley-Goose Bay, NL A G E N D A 8:30 am Introductions and Welcome Chad Letto, Chairperson 8:40 am Review 2010 Stakeholder Consultation Session Randy Letto, Executive Director 9:00 am Industry Roundtable Update Participants 9:30 am Destination Labrador Update Randy Letto, Executive Director Sales and Marketing Product Development Challenges 10:15 am Nutrition Break 10:30 am Newfoundland and Labrador Tourism Board Update Lisa McDonald, Manager 11:00 am Dept. of TCR Update Linette Moores, Marketing Partnerships and Industry Liaison 11:30 am HNL Update Carol Ann Gilliard, Chief Executive Officer 12:00 pm Lunch Sponsored by the BONAVISTA INSTITUTE FOR CULTURAL TOURISM 1:00 pm Sustainability of Anchor Attractions Participants 1:30 pm Trans Labrador Highway Enhancements Participants 2:00 pm Market Readiness / Quality Assurance Participants 2:30 pm Season Extension Winter and Events Participants 3:15 pm Nutrition Break 3:30 pm Medium and Long Term Priorities Participants 4:00 pm Wrap up and Action Items Participants Page 4
1.0 Opening Remarks Chad Letto, Chairperson for Destination Labrador opened the session by thanking those in attendance for taking time away form their business and work to participate in this industry stakeholder session and asked Randy Letto, Executive Director for Destination Labrador, to explain the session purpose and agenda. Randy Letto outlined the following: 1. The session Agenda 2. The purpose and intent of the session to focus on product development 3. Relevance to the new Tourism Board and it s investment planning 4. Importance of focusing discussion on the short-term planning (12-18 months) 5. This was a continuation of annual stakeholder consultations that started in the Fall of 2009 2.0 Industry Updates Chad Letto requested from participant their input and feedback about the past year. The following roundtable feedback was captured from Labrador product providers in the private, not-for-profit and public sectors. 2.1 Private Partners Update L. Penney (P & K Sports and Automotive) On par for the season Lots of contractors in the region Mainly local (Labradorians) traffic R. Edmunds Adlavik Inn Although cruise ship stop over requests are up, there still remains a lack of infrastructure on the ground Community based tourism is a must as last summer s numbers were down T. Leon Smokey Mountain Ski Hill Membership is growing, but only locally Challenged by economics in area, but should see new facilities, etc. in the future 2.2 Not-for-Profit Partner Update W. Broomfield (Labrador Inuit Development Corporation) Torngat Mountain National Park Base Camp 3,500 nights in camp for 2011 Page 5
Visitors include: Cruise ships, Yachts, 5 Authors, Teachers via Downhome Magazine New website has been developed Already selling for 2012 Pricing has been set for 2012 Selling for 8 wks in 2012 vs 5 wks in 2011 E. McLean (Labrador Heritage Museum) Traffic up substantially Traffic up substantially later in year October Rubber traffic Season seems to be longer B. Marshall (Labrador Straits Development Corporation) Anchor attractions flat lined Lots of issues with ferry Hotel traffic was up but partly due to business travel R. Notley (Southeastern Aurora Development Corporation) Numbers are the same at Battle Harbour as they were for the past few years Need to target new markets Need more people to stay over night Visitor numbers are around 2,000 need to be at least 5,000 J. Bookalam (Birch Brook Nordic Ski Club) Decline due to poor weather conditions Rental of lodge increasing G. Wheeler Grand River Snowmobile Club Decrease in numbers due to poor weather conditions Anticipate a much better winter this year C. Best Central Labrador Economic Development Board Tourism numbers are up due to Come Home Year Shoulder visitors are up People staying longer W. Broomfield - (Labrador Inuit Development Corporation) Torngat Mountain National Park Base Camp Change in flight schedule for 2012 = Wed flights & Sat flights New for 2012 are the 3,4,10 day packages vs only 1 week Corporate clients are to be pursued more Partnership with Torngat Arts Hospitality Newfoundland & Labrador Page 6
As a province, the numbers were up and down, depending on area Season is definitely getting longer Weather was a huge impact on a number of attractions Province is currently compiling data received from consumers via exit surveys that were done in Deer Lake, St. John s, Port au Basque and Blanc Sablon. Resident and nonresident surveys were completed. Data to be presented in new year. 2.3 Public Partner Update K. Sheppard (Nunatsiavut Government) Slight drop in cruise industry 30 40% increase expected in 2012 for cruise visits Focused on marketing and product development J. Rowell Parks Canada Most visitors went through base camp Visitors included cruise ships, etc. 600+ Visitors Steady increase in numbers Science and research marketing increasing L. Moores (Dept. of Tourism, Culture and Recreation) Consistent up and down in numbers for the year The survey HNL spoke of will be presented at the HNL conference Website statistics, social media, and package numbers are up S. Andrews (Dept. of Dept. of Tourism Culture and Recreation) The Dept. of TCR wants to know What do people want to do? T. Kent (Dept. of Dept. of Tourism Culture and Recreation) Cain s Quest is good to go and is going up to Nain this year. There has been such an increase in interest that there may be a waiting list for teams. There are teams from France and Saskatchewan signed up this year. Although the registration fee has been increased, there has been no decrease in interest. Cain s Quest is receiving funding from Nunavut government as well this year. 2.1 Destination Labrador Update Randy Letto, Executive Director Destination Labrador, delivered a presentation on projects and activities of Destination Labrador. Highlights included: Page 7
Destination Labrador s mandate has changed to include responsibilities in support of product development, market readiness and quality assurance. All marketing must be in support of the provincial brand. Destination Labrador will not be doing any advertising in resident and nonresident markets Website content representing Labrador experiences will be placed through www.newfoundlandlabrador.com rather than www.onlylabrador.com Level of industry participation and investment remains a concern as traditional marketing tactics are being replaced with more online E-Marketing Necessary shift to meet e-commerce consumer needs Partners challenged to build online content and capacity to convert online trip planning into sales Product development and market readiness a major issue and a challenging mandate All Destination Labrador marketing activity requires industry investment Marketing activity valued at $5,000 or more requires a 50-50 cost-shared partnership with industry Marketing activity valued less than $5,000 requires a minimum investment of $250 All stakeholders are members, marketing partners have additional benefit for their investments (advanced sales reports, voting privileges, etc) Substantial investment from Labrador industry partners is required to ensure viability of the new DMO model See the Destination Labrador presentation in the attached appendices. 2.2 Newfoundland and Labrador Tourism Board Lisa McDonald, manager of the Newfoundland and Labrador Tourism Board gave a presentation on the background of the new Tourism Board and Vision 2020. The presentation focused on the background, the priority areas (Public Private Leadership, Quality Assurance) and the progress to date with our revenue goal of $1.6 billion by 2020. See the Newfoundland and Labrador Tourism Board presentation in the attached appendices. 2.3 Dept of Tourism Culture and Recreation Linette Moores, Marketing Partnerships and Industry Liaison with the Dept. of Tourism Culture and Recreation (Dept. of Tourism Culture and Recreation) gave a presentation on the realignment of DMO mandates, the new provincial marketing partnership Page 8
opportunities and new revenue generation ideas necessary to finance the new DMO mandate. Highlights included: DMO realignment in mandate includes new responsibilities for establishing product development priorities, market readiness and quality assurance in addition to the existing marketing mandate. DMOs will be private-sector led, customer focused, partnership-based, regional, incorporated not-for-profit entities with a mandate to partner on marketing, product development and market readiness for their regions. Coordinate and communicate with tourism stakeholders in Labrador on Tourism Board strategic directions Government funding to DMOs is based on certain eligible costs, requires cash or in-kind contributions, and requires a 25% investment from industry. The rationalization of marketing is intended to minimize duplication and streamline marketing. See the TCR presentation in the attached appendices. 2.4 Hospitality Newfoundland and Labrador Carol-Ann Gilliard, CEO gave a presentation on the reorganization of HNL and the past three years: visioning phase, strategy phase and current implementation phase. Currently HNL is focused on: Advocacy and Communications (Tourism strategy, marketing, product development research, policy, transportation & access, labour market supply & demand) Membership and networking (membership engagement through communications and quality assurance, events focused on collaboration, leadership, and professional development, and a strong member network through promotion Skills and Knowledge Development (Labour market supply and demand and mentoring and training focused on quality assurance, market readiness, technology, customer service, and occupational.) Advocacy support is provided to local individual operators and Destination Labrador by providing the Labrador tourism industry partners with effective support for provincial and regional issues and positioning for leveraging regional advocacy to government. The next three years, HNL would like to achieve better processes for identifying regional educational needs; partnering on regional training opportunities; co-coordinating resources for quality assurance and market readiness; help develop tourism network needed for sustainability; build a coordinated tourism network among organizations; Page 9
find ways to partner on networking/membership initiatives (i.e. Awards); network between AGM s/conferences; and communicate to all stakeholders but focus on core network. 2.5 Presentation Feedback Tourism Board & Comments from the Floor Concerns over Labrador being lost in the shuffle False information is being given to tourists in Newfoundland Labrador is a unique destination Dept. of TCR & Comments from the Floor P & K Sports why can t they be in the tourism guide or why can t they participate in package program? Winston W P & K is much more than a gas station, they also provide tourist information Carol B one size does not fit all and it is important that the traveler be treated especially well John B People need to experience Labrador 3.0 Sponsored Presentation Marilyn Coles-Hayley, Managing Director form the Bonavista Institute for Cultural Tourism (BICT) gave a detailed presentation on the suite of training courses offered through the Institute. 4.0 Review of Stakeholder Consultations Randy L. gave a brief overview of the previous Stakeholder Consultation Session and outlined the framework for discussion and input for the remainder of the day. The key areas of focus included: Sustainability of Anchor Attractions Trans Labrador Highway Enhancements Market Readiness Season Extension - Winter and Events 4.1 Sustainability of Anchor Attractions Page 10
For the purpose of focusing the discussion Randy outlined the major anchor attractions in Labrador consisting primarily of Battle Harbour NHS, Red Bay NHS, Point Amour PHS, Torngat Mountains National Park, and Churchill Falls Hydro Facilities. The following summarizes the discussions and feedback. Anchor attractions include Battle Harbour, Red Bay, Point Amour, Torngat Mountains National Park, Churchill Falls hydro plant Red Bay UNESCO application is done, but needs to be signed off by the Province. Application needs to be in Paris by February, 2012 and then there is an eighteen (18) month evaluation by UNESCO Maritime Archaic Burial Mound needs to be developed more in conjunction with Point Amour Labrador Museum needs to be developed Ports need to be developed Moravian Mission / Hebron lots of history there, need to be further developed Battle Harbour operations are a challenge as they are all volume based. Core funding is an issue. Area needs to be protected. A lot of work is being done by very few people with very little money. However, there is a strategic plan in place. What does a national historical site designation provide? No special funding. Red Bay people are going more for outdoor adventures and attractions, not so much for culture and heritage People look at the Red Bay website, but then when they get there, they realize there is much more to see and do There needs to be more service requirement focus rather than infrastructure Adventure tourism/back country skiing up and coming Birch Brook their product is mostly known by outsiders that are coming into the area. Important to make experience more enjoyable and get people to the product. Should anchor attractions be run by the same organizations that own them? Perhaps look at bring more people in. Customers need to be engaged. Expand programming and visitor experience. Don t have people to deliver the product. Look at less people dependent options. Tourists also interested in other things i.e. gardens, wood piles, flowers, etc. Personal storytelling There needs to be more capital development for anchor attractions. Core attractions need more investment and attention. People need to be encouraged to leave more money in communities. Page 11
Use non-traditional resources more to your benefit. They make a bigger impact on tourism. Local people need to know more of the local product and experiences Evaluation criteria does current partnership have ability to run anchor attraction for the next few years (as an example). Labrador is a large area and there needs to be more information available as to how to get to areas. There needs to be a broader knowledge of Labrador broadcasted. Volunteer issues are a province wide issue. Everyone is in the same boat regarding volunteer issues. Core funding needs to be put in place for key staff. 4.2 Trans Labrador Highway Enhancements Pull-offs were needed to slow people down and get them to spend more time in communities Difference in time zones. More signage required. Consistency in signage. You Are Here signage. Similar to Quebec, rest stops need consistent names. Bowdoin Canyon needs to be made a major attraction. Push button/headphones attractions along the way. GPS driving tours Have programmed tours available The TLH is a core attraction Wi-Fi needed Highway turnoffs, etc. Traffic could be an issue with large equipment working on roads Can tourism assume transportation might look at long term maintenance of pulloffs? This is a question for the Minister, but transportation isn t aware of any previous involvement. Garbage containers to be provided this coming summer. 4.3 Market Readiness/Quality Assurance Smart Labrador was unable to assist to do work load issues Apple Core/Eclipse (with assistance from son) developed website IBRD (INTRD) gave financial assistance Page 12
Biggest challenge was IT This is a can do / must do No one in areas to provide IT assistance All tourism industry must be on-line Staff, keeping staff, training Bringing staff in from outside i.e. Philippines On-line reservations a big seller Bandwidth used up big issue Smart Labrador used their software (MyWebMaker) very happy with it Full fledged marina for Central Labrador being developed Same challenges on North Coast Weather Remoteness of area Networking Market development Regulations regarding tour boat operators very costly Policies on tour boat operators Google doing a virtual tour of base camp and area Smart Labrador now has room to do more projects Have someone check to see if web sites are keeping up to date Get people to check properties and provide feedback to get to date with the quality assurance. Willingness to pay for this. 4.4 Season Extension Stretch out tourism season (winter and events) People coming in after Cain s Quest is over to travel route Racers come out before race, and after, and bring people with them and also come back in the summer One tour operator Pierre Challier (Nord Expe) looking to bring in tours to follow Cain s Quest route Insurance issues for snowmobile guides and expense is a big issue For Great Labrador Canoe Race, insurance is very expensive Cain s Quest insurance cost is $16,000 for 5 day race Need a list of potential tourism suppliers, etc. for guiding Stumpage is an issue with regards to snowmobiling and therefore the trails are not market ready Not enough trails A lot of money is left in Quebec Page 13
Some trails need maintenance 30 40 km between HVGB-Churchill needs to be re-cut Maybe climate change needs to be looked at Move trails around ponds instead of over ponds Users don t generate enough money in trail pass sales to sustain trails User pay doesn t work Channel winter snowmobiling into a smaller timeframe Perhaps we should look at a smaller season, but make it a perfect season Make it part of Labrador Winter Trails and allow ATVs Mokami trail desperately needs to be re-cut Long stumps short season An influx of money is needed once to cut stumps down, but once done, groomer will maintain trails Community Market to start in July to capture more tourism dollars Northern Ranger running later 4.5 Medium Long Term Priorities Dirt road should be paved Air Canada Developments outside of industry i.e. lack of rooms, restaurant will lead to decline in tourism numbers As business becomes more comfortable, things will settle down Lower Churchill will only be 2-3 years; but this could be enough to damage tourism What impact will all of this have on the tourism industry? Mealy Mountain National Park can be developed within the next 5 years and will have an impact on tourism Set bar for quality assurance and insure rest of industry meets those standards Tourism is finally being realized as an industry in Coastal Labrador Labrador very diversified There should be more than one (1) DMO in Labrador The ferry The tours coming through want to see other attractions HRLE has a program for training employees in new fields and there are also wage subsidy programs available IBRD (INTRD) also has programs available as well Page 14
7.0 List of Participants DESTINATION LABRADOR ATTENDEES @ 2011 STAKEHOLDER UPDATE & CONSULTATION WORKSHOP Last Name First Name Company 1 Andrews Scott Tourism Culture & Recreation 2 Beale Jon Nunatsiavut Government 3 Best Carol Central Economic Development Board 4 Bookalam John Birch Brook Nordic Ski Club 5 Broomfield Wayne Labrador Inuit Development Corporation (LIDC) 6 Brown Herb Birches Gallery 7 Cooper Jack Minipi Camps 8 Dumaresque Linda Hyron Regional Economic Dev. Bd 9 Edmunds Randy MHA, Torngat Mountains 10 Feldgajer Jon Boreal 11 Goudie Rex ACOA 12 Gilliard Carol Ann Hospitality Newfoundland & Labrador 13 Kent Todd Tourism Culture & Recreation 14 Leon Toby 15 Lethbridge Dwight Pratt Falls Salmon Lodge Ltd. 16 Letto Chad Northern Light Inn 17 MacDonald Martha Labrador Institute 18 Marshall Barb Labrador Straits Development Corporation 19 McDonald Lisa Hospitality Newfoundland & Labrador 20 McLean Ernie Labrador Heritage Museum 21 McLean Shaun Labrador Affairs 22 Michelin Arlene Town of Happy Valley Goose Bay 23 Moores Cleon Dept. of Innovation, Business and Rural Development 24 Moores Linette Tourism Culture & Recreation 25 Morina Lara Central Labrador Economic Dev. 26 Motty Paul CONA 27 Notley Roxanne Southeastern Aurora Development Corporation 28 Penney Lydia P & K Sports 29 Penney Cindy P & K Sports 30 Philpott Julianne Labrador North Chamber of Commerce 31 Rowell Judy Parks Canada 32 Russell Terry Lynn Air Labrador 33 Sheppard Kristy Nunatsiavut Government 34 Stephan Maxime (Max) RDEE Terre Neuve et Labrador 35 Tee Dion Dept. of Transportation 36 Turnbull Andy Advanced Education & Skills 37 Wheeler Greg Grand River Snowmobile Club 38 White Winston Torngat Mountain Labrador Tours 39 Yetman Hollis Labrador Hunting and Fishing Association Page 15