Welcome!
Tourism Planning Meeting
Dawson Creek and Pouce Coupe, BC
April 15, 2009
Introductions
Welcome and Round Table Introductions
Dustin Bodnaryk, Tourism Dawson Creek
Dawson Creek and Pouce Coupe, April 15, 2009
April Moi – Northern BC Tourism
Agent Tourism British Columbia
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Planning Session Agenda
April Moi, Northern BC Tourism, Agent for Tourism BC
• Tourism BC, Community Tourism Foundations and Community Tourism Opportunities
Program Overview
Simone Carlysle-Smith, Tourism BC Facilitator:
• Development of Community Tourism Overview
• Situation Analysis Summary
• Plan Status Exercise
• Sport and Event Tourism Dev. Exercise
• Funding Options - Discussion
• Tourism Advisory Committee
• Community Engagement, Communications, Value of Tourism
• Partnerships
• Tourism Vision for Pouce Coupe
• Next Steps
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism British Columbia
• Crown Corporation with an
industry led Board
• Destination Management Model
including Marketing /
Development
• Funded through 3 points of the
8% Hotel Tax
• Work with communities through
Tourism BC’s Community
Development department and
regional agents (i.e. NBT)
Dawson Creek and Pouce Coupe, April 15, 2009
Online Tourism BC Resources
North American Consumer
Corporate Site – Industry
Reference
TourismBC.net
Operator Access to TBC
Marketing Systems
TBCRegionalGallery.com Samples of current outputs
HelloBC.com
TourismBC.com
Dawson Creek and Pouce Coupe, April 15, 2009
HelloBC.com
TourismBC.com
TourismBC.net
TBCRegionalGallery.com
Community Tourism Foundations
• Designed to address the issues raised in community
consultations conducted by Tourism BC in Dec. 2001
and March 2003.
• Half of all communities interviewed requested
assistance in creating a tourism development plan with
Tourism BC identified as the key facilitator in this
process.
• Access to development and marketing funds was cited
by over half of communities as an impediment to
tourism development.
Dawson Creek and Pouce Coupe, April 15, 2009
Community Tourism Foundations
• High demand from communities - Dawson Creek /
Pouce Coupe was selected from a large group of
applicants based on the strength of their EOI.
• Tourism BC felt this community had potential and
community support to successfully grow tourism and
contribute to goal of doubling tourism revenues by
2015.
Dawson Creek and Pouce Coupe, April 15, 2009
Typical Development Activities
• Local community support and understanding of
the value of tourism
• DMO structure/governance
• Funding sources
• Market research
• Comprehensive Tourism Action Plan, including
Marketing Plan
Dawson Creek and Pouce Coupe, April 15, 2009
Program Success
Completed Plans: DMOs created, committees formalized, funding
established, partnerships formed, marketing initiatives implemented
New Perspectives: communities working together based on what
makes sense from a marketing perspective, not just a geographical
perspective
Community-Driven/Professionally-Led: communities
obtaining assistance of facilitator while working with their local
stakeholders
More Industry Involvement: communities more involved in
regional and provincial marketing programs
Dawson Creek and Pouce Coupe, April 15, 2009
Community Tourism Opportunities
Community Tourism Opportunities is a Province-wide
program funded by Tourism BC and administered by
the six Regional Destination Marketing Organizations
(RDMO).
Should the Community Tourism Opportunities program
be identified as the option for funding support, and the
project falls within the scope of the program guidelines,
the RDMO prepares the project proposals on the
community’s behalf. Communities may submit CTO
requests for up to $15,000 per year. (50/50 Matching)
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism BC Facilitator
Simone Carlysle-Smith
Dawson Creek and Pouce Coupe, April 15, 2009
Dawson Creek and Pouce Coupe Program Process
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Expression of Interest submitted to Tourism BC (Tourism Dawson Creek
and Village of Pouce Coupe)
Tourism BC facilitator assigned and preliminary research conducted
Community familiarization by facilitator and Tourism BC (Nov. 2008)
Initial meeting with community tourism stakeholders (Nov. 2008)
Initial meeting report (complete)
Draft and revised Work plans (complete)
Memorandum of Understanding between Tourism BC and lead tourism
organization (complete)
Community produces inventory (initial draft in production)
Dawson Creek and Pouce Coupe, April 15, 2009
Dawson Creek & Pouce Coupe Program Process
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Situation Analysis (initial draft in production 130 pages plus support files)
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Planning session (today April 15, 2009)
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Situation Analysis final document (estimated for April 30, 2009)
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Tourism Plan draft (estimated for May 12th stakeholder presentation)
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Tourism Plan final (estimated for end of May, post presentation feedback)
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Tactics and Implementation Plan – Annual Plan Year One (end of May)
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Application for Community Tourism Opportunities Implementation
Program (Community applies direct to Northern BC Tourism)
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Community work with Regional DMO – guidance and advise
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
What is tourism development?
• An evolutionary process encompassing noticeable
economic, physical and social re-structuring
• The process of increasing the quality of life for
host societies and visitors alike
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
What is tourism development planning?
• Step by step process of resource and market
evaluation, action and review
• Its broad purpose is to recognize gaps in the local
product or markets
• Identify project ideas to fill those gaps
• Recommend actions to put those ideas in place
• Planning process results in an action plan for the
destination
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
Why plan for development?
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Avoid negative impacts
Achieve goals and objectives
Increase quality of life for residents
Economic diversification
New services and recreation choices
Cultural preservation
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
Who does it involve?
• All stakeholders in the community
• Residents, business, government, organizations,
developers, planners…you!
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
What types of development are there?
• Integrated (single promoter e.g. Disneyland)
• Catalytic (major promoter encourages complementary
development)
• Coattail (natural assets draw visitors/development fills
visitor needs)
• Spot (no vision or plan)
Dawson Creek and Pouce Coupe, April 15, 2009
Development of Community Tourism
Destination Lifecycle
• Stage 1: Conception/Early development (vision and
plan) POUCE COUPE
• Stage 2: Growth (product development) DAWSON
CREEK
• Stage 3: Maturity (products are
developed/marketing/usage high)
• Stage 4: Decline (well used, possibly run-down) OR
Re-development, rejuvenation, return to Stage 1
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Plan Preparation - Situation Analysis
/ SWOT Outcome
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Tourism Attractions
Tourism Services
Tourism Infrastructure
Tourism Hospitality
Tourism Management
Tourism Marketing & Promotion
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Plan Content
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Community Vision (OCP)
Tourism Vision / Community and Organization
Goals and Objectives
Implementation
• Tourism Planning, Management, Funding, Annual Action Plan
• Destination and Market Development
• Tourism Infrastructure and Development
• Product Development
• Information Management and Research
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Plan Content
Destination and Market Development continued.
• Business and Industry Development
• Marketing
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Branding
Market Position and Targets
Integrated Promotional Mix
Marketing Partnerships and Programs
Promotional Tools and Materials
Visitor Services (Internal marketing)
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Plan Content
Plan Tracking and Communications
• Tracking
• Monitoring and Evaluation
• Community Engagement and Communications
Action Plan Priorities
Work plan outline for each objective and strategy.
Dawson Creek and Pouce Coupe, April 15, 2009
Dawson Creek / Pouce Coupe Current Situation
Plans
• DC has lots of plans: OCP, Current Tourism Plan,
Communications Plan, Attractions Master Strategy,
Heritage Strategy, Sport and Events Aspirations, dated ED
plan, Sustainability Initiative
• PC no tourism plan but good framework from TBC
workshop, new economic development marketing strategy
Dawson Creek and Pouce Coupe, April 15, 2009
Current Situation
• Tourism BC program to provide an updated tourism plan
for Dawson Creek and initial plan for Pouce Coupe.
• The tourism plan will identify the need for additional planning
• Driven by long-term goals, the destination is developed systematically
through small actions, each contributing to the end result
• Community Tourism Opportunities provides assistance for
implementation of the Tourism Plan through NBT
Dawson Creek and Pouce Coupe, April 15, 2009
Current Situation
External
• Forestry industry downturn
• Global economic downturn
• Canadian dollar down
• Tourism spending follows after essentials
• Baby-boomers largest market with potential to spend
• Close-in regional markets will continue to be key targets
Dawson Creek and Pouce Coupe, April 15, 2009
Current Plans – Exercise
Pouce Coupe – Economic Dev, Mktg and TBC Workshop
Dawson Creek – Planning Matrix
• OCP / Sustaining Dawson Creek / 2006-2012 TD Plan
• 2006-2012 Communications Plan, 2005 – Exercise
• DC Attractions Master Plan, 2007 – Exercise
• City of Dawson Creek Heritage Strategy, 2007 – Exercise
• South Peace Multi-Plex and Sport and Event Strategy
Dawson Creek and Pouce Coupe, April 15, 2009
Funding Options
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Government (all levels)
Additional Hotel Room Tax
Industry Partnerships
Cooperative Marketing
Programs/ Merchandise
Dawson Creek and Pouce Coupe, April 15, 2009
Tourism Advisory Committee
• Tourism Management Framework
• Tourism Advisory Committee to Tourism Dawson Creek
Dawson Creek and Pouce Coupe, April 15, 2009
Community Engagement, Communications
• Community Engagement
• Communications
• Value of Tourism
Dawson Creek and Pouce Coupe, April 15, 2009
Partnerships
• TAC Committee
• List……
Dawson Creek and Pouce Coupe, April 15, 2009
Pouce Coupe Vision
Dawson Creek and Pouce Coupe, April 15, 2009
Next Steps
• Input from planning session to be incorporated into
situation analysis document
• Inventory will be completed by Tourism Dawson Creek
• Follow up research and information interviews
• Draft tourism plan (high level document created)
• Community to work together to deliver on their
component of the plan for implementation
• Tourism community to commit to planning process
Dawson Creek and Pouce Coupe, April 15, 2009
Thank you for participating!
Keep up to date by visiting:
www.tourismdawsoncreek.com/tourism_foundations.php
Tourism BC Contacts: Simone Carlysle-Smith, Tourism BC Facilitator
604 885-5924 1-888-306-6611 Email [email protected]
April Moi, Northern BC Tourism - Agent for Tourism BC
250 561-0432 Email [email protected]
Dawson Creek and Pouce Coupe, April 15, 2009