community cultural tourism - british columbia...may 06, 2010 · cpr & hotels 1930s depression...

WELCOME

to the

WEBINAR on Community Cultural Tourism1:30-3:00pm PST, May 6, 2010

Brought to you by:

Ministry of Community and Rural Development &

Ministry of Tourism, Culture and the Arts

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Community Cultural TourismA Flexible, Multi-purpose Tool

For Community Economic Development

May 6, 2010




Your Presenters

• Dr. Brian White –Royal Roads University, tourism dept

• Chris Coleman – elected councillor, City of Victoria

• Bruce Whyte – cultural tourism advisor, MTCA

Community Cultural Tourism 3




Dr. White Mr. WhyteCoun. Coleman

In this Discussion

1. What is community cultural tourism (CCT) and why is it important to BC communities?

2. How can ecdev officers use CCT to help with economic and community development?

3. An example of a CCT project: Bringing the Juno Awards to Victoria

4. Your questions and comments

4Community Cultural Tourism

Snap Quiz: What’s in Cultural Tourism?

Live theatre

Movies

Museums

Art Galleries

Junior hockey games

Bingo

Heritage (eg. Barkerville)

Hot dogs on bonfire

Coffee shops

FN canoe trip

Festivals and events

Conventions

Street performers

Public art


(Answers after the following slide.)

What IS community cultural tourism?

“Travel to experience the authentic culture of BC’s people, places and activities.”

• Includes:– Formal arts – theatre, galleries, performances, music,

dance, &tc.

– Gated facilities – museums, heritage sites, interpretive centres, &tc.

– Sense of Place – the everyday activities of life in BC


Snap Quiz: What’s in Cultural Tourism?

Live theatre

Movies

Museums

Art Galleries

Junior hockey games

Bingo

Heritage (eg. Barkerville)

Hot dogs on bonfire

Coffee shops

FN canoe trip

Festivals and events

Conventions

Street performers

Public art


Essentials of Cultural Tourism 8

The Faces of Cultural Tourism

CCT is a Partnership


Why is cultural tourism important?

• Economics: cultural tourism contributes about $1.4 B of BC’s $9.6 B in tourism revenues1

• Economics: Sustains about 20,069 FTE jobs and returns about $73 M in taxes to government1

• Quality of Life: notes it delivers ‘raft of benefits’ to host communities2


SOURCES: 1Dept. of Canadian Heritage and Industry Canada, 2009; 2OECD Tourism Committee, 2009.


Why? Demographic trends

• ‘Baby-boom’ generation is aging

• Older visitors seek out culture and heritage

• General trend away from tourism ‘product’ to enjoyment of ‘experiences

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Why? Tourism Product Preferences

Adventure Culture

Full-service

Older

Active

Guided Services

Rustic

Less Vigourous

Spends Less Spends More

Younger

Self-guided

Product Characteristics

Market Characteristics

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Why? Tourism life cycle

Pre-1880s

CPR & Hotels

1930s Depression

Post-WW2

1980s Recession

Expo 86

9/11, SARS &

US isolationism

NOTE: For illustrative purposes only; data are trend-indicative rather than actual values

Tour

ism

Val

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Time

Olympics

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Why? Value of the Cultural Tourist

• Older, better-educated, wealthier

• Stays longer, uses more services

• Spends more

• Well-informed

• Wants direct

experiences

SOURCE: TBC Travel Motivations and Activities Surveys

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Authenticity Makes Liveability

• Visitors want to taste how other people live

• Visitors want to be ‘where the action is’

• Our culture is how we express our ‘sense of place’

• Real culture = authenticity

“Culture is inextricable from Vancouver’s liveability.”

Creative City Culture Plan for Vancouver 2008-18

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Social and Economic Contributions

• Stabilize neighbourhoods

• Boost property values

• Reduce economic leakage

• Build civic pride & Identity

Domestic cultural tourism is essential to retain BC travellers and address the deficit in BC’s tourism trade balance.

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Quiz #2: What has Culture ever done for your town?

Help attract new businesses and residents

Improve quality of life for all

Connect citizens to their community

Provide direct economic returns

Other ____________

___________________

Other ____________

___________________



• QOL and Business/ industry mobility

• Business & corporate HQs

• ‘Amenity migration’

Marketing Our Cultural Identity

“A good place to LIVE is a good place to VISIT”

- Dr. Brian White, RRU Tourism Dept.

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• Shapes our identity as communities & citizens

• Drives our tourism brand

Cultural Identity Informs our Brand

BC’s Evolving Tourism Brand

• Super, Natural BC

• Traditional ‘3M’ focus on the natural splendour of ‘Beautiful BC’


Quiz #3: What are the 3M’s?

Merritt Mountain Musicfest

Majestic Scenery

Mountains

Mice

Mounties

Montreal Canadiens

Misty Isles

Moccha coffee

Moose

Mysteries

Mudslides

Minnesota Mining and Manufacturing


BC’s Evolving Tourism Brand

• New-look: people, activities, celebrities

– More SUPER in our Super, Natural BC

• Shows the ‘big brains’ of tourism marketing see cultural tourism as the next wave


Our Consumer

• We are speaking to:

– Travellers who live life youthfully

– Seek out new experiences and inspirations

– Engage in culture or activities that energize the mind, body and soul

– Sophisticated, well-educated and have high incomes

The “Super, Natural British Columbia” Experience

Rational

BC’s natural environment

• Spectacular natural beauty

• Cultural diversity

• Diverse activities & city experiences

Emotional

Feeling alive

• Involved & a sense of awe

• Sensory engagement

• Sense of energy & possibility

Building a provincial strategy

Then-MTCA Minister Bennett launched @ UBCM


•Background research•Expert Advisory Group•Provincial and regional

consultations•Tourism and culture

conferences•Prepared draft strategic approach

Implementing the strategy

• Recommendations for actions in six areas:1. Facilitate partnerships and collaborations,

2. Provide foundational information

3. Support product development

4. Remove regulatory impediments

5. Support marketing

6. Develop evaluation methods

• Pilot projects explore ideas and offer low-key implementation path


Implementing by pilot projects

• Projects are locally-lead, with MTCA contributing staff expertise

• No commitment to fund anything


•Campbell River•Grand Forks•Sooke•Alaska Highway

Photo: Campbell River stakeholders gather to plan activities.

Proposals for Further Work

• Includes several ‘in-house’ actions that MTCA can do by re-focussing existing resources, eg:

– Support product development, enhance marketing, improve visitor info services, provide foundation information

• Other proposals require partners, eg:

– MCRD as a ‘special friend’

– Municipalities, tourism associations, arts alliances, and Community Trusts


Implementation Responsibilities


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Area within local government structure

Annual Report

Event Plan

Business Plan

Tourism Strategy/Plan

Official Community Plan

SOURCE: A Study of Local Government Engagement in Tourism in BC, Amber Crofts (2010, in press)

5 Things Local Gov’t Can Do

• Incorporate tourism into strategic planning

• Clarify roles and responsibilities

• Integrate tourism and economic development

• Engage more fully with industry

• Implement external performance measures


SOURCE: A Study of Local Government Engagement in Tourism in BC, Amber Crofts (2010, in press)

CCT Tools Linked to MCRD

• Strengthen and raise awareness of potential for help in OCP’s and planning tools

• Build ‘creative spaces’ tied into creative economy, using all planning tools

• Community-First Agreements and general MCRD work to implement


CCT Planning Process Checklist

1. Pull together interested & involved partnersArts, culture, heritage,

Tourism operators,

Local government & FNs,

Business operators and groups (eg CofC, BIA) and

community groups

2. Scope/inventory the assets and tools available

3. Define target markets

4. Design/build products to match supply/demand

5. Market & operate products

6. Evaluate success, adjust as required


5 Things EcDev Officers Can Do

• Determine the value of tourism in your town

• Educate your people about the opportunities

• Pull the partners together

• Make CCT a part of ecdev planning & projects

• Create structures to implement


Quiz #4: What can EcDev officers do to help community cultural tourism?

Provide research to demonstrate value of cultureEducate citizens on

value of cultureFacilitate meetings of

culture and business sector folks

Make culture a priority in planning

Champion project implementation Other _______________________________

Other _______________________________


Case Study: Special Event Hosting

• Special events are a way to attract attention

• Can connect with specific, target markets

• Allows host community to use existing resources of facilities, people and equipment

• Provincial, national and international events draw visitors who must use tourism services

• (Eg. That little event we had in Feb-March at Whistler-Vancouver)


Case Study: Juno Awards

• Vancouver hosted the Juno Awards in 2009

• Drew 40,000 people to a ‘street party’ on a blocked-off section of Granville Street

• Drew about 15,000 to the awards ceremony

• CTV got 1.22 million viewers for broadcast


Ways to Derive Benefit

• Host multiple events for fans

• Spread activities to multiple sites

• Engage delegates pre-and post-event

• Leverage publicity to extend ourdestination brand


Why Host the Junos?

Study estimates economic returns from the event at about $9.1 million in spending by locals and visitors.



Remember WHY we’re doing this

“A good place to live is a good place to visit.”

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Final Exam: What have we learned?

Which of these is not part of the ‘old school’ tourism brand for BC?

MountainsMooseMice

Cultural Tourism includes: A few high-falutin’ artsy

things Everything about life in our

community

EcDev officers have: No part to play in cultural

tourism A lead role making cultural

tourism part of the big picture

Cultural Tourism is: A waste of time An ecdev tool for my town


Resources

• Transforming Communities through Tourism: A Handbook for Community Tourism Champions, by LinkBC, Aboriginal Tourism BC, Tourism Research Innovation Project and the Union of BC Municipalities (Tourism Standards Consortium, 2009) online at www.bctorc.ca

• A Guide for Tourism Business Entrepreneurs, by Tourism BC and Small Business BC (BC Ministry of Tourism, Sport and the Arts and Western Economic Diversification) online at www.tca.gov.bc.ca/tourism/docs/small_business_guide_English.pdf

• Tourism Business Essentials – a series of hands-on guidebooks produced by Tourism BC, now available through MTCA online at www.tca.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness/ TourismBusinessEssentials.htm

• Community Tourism Foundations, support for community-based tourism planning, developed by Tourism BC and now available through MTCA. On-line at www.tca.gov.bc.ca/industryprograms/BuildingAndGrowingYour Business/Community_Tourism_Programs.htm



Your Comments and Questions

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THANK YOU

for your participation in this webinar

community cultural tourism - british columbia...may 06, 2010 · cpr & hotels 1930s depression...

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