COMMUNITY TOURISM DEVELOPMENT- New Directions, New Resources, New StrategiesCOMMUNITY TOURISM DEVELOPMENT- New Directions, New Resources, New Strategies

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Objectives: Objectives:

1. Inform local governments of resources available to help promote tourism

2. Showcase successful examples of tourism planning and development

3. Discuss successes, issues, and priorities for local governments related to tourism

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PARTNERSPARTNERS

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UBCM Local Government Survey, Spring 2005

UBCM Local Government Survey, Spring 2005

70% of local governments 70% of local governments surveyed indicated they surveyed indicated they expected to increase expected to increase tourism planning and tourism planning and promotion activities in the promotion activities in the near futurenear future

70% of local governments 70% of local governments surveyed indicated they surveyed indicated they expected to increase expected to increase tourism planning and tourism planning and promotion activities in the promotion activities in the near futurenear future

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Local Governments and TourismLocal Governments and Tourism

Sponsoring and holding festivals, tournaments, Sponsoring and holding festivals, tournaments, conferences and other eventsconferences and other events

Developing tourism-related infrastructure, like Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and beaches, marinas, conferences centres, and arenasarenas

Developing markets through economic Developing markets through economic development planningdevelopment planning

Attracting tourism-sector investors and Attracting tourism-sector investors and supporting tourism businessessupporting tourism businesses

Promoting local amenitiesPromoting local amenities And more…And more…

Sponsoring and holding festivals, tournaments, Sponsoring and holding festivals, tournaments, conferences and other eventsconferences and other events

Developing tourism-related infrastructure, like Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and beaches, marinas, conferences centres, and arenasarenas

Developing markets through economic Developing markets through economic development planningdevelopment planning

Attracting tourism-sector investors and Attracting tourism-sector investors and supporting tourism businessessupporting tourism businesses

Promoting local amenitiesPromoting local amenities And more…And more…

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PARTNERSPARTNERS

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Deputy Minister Virginia Greene - Ministry of Tourism, Sport and the Arts

Deputy Minister Virginia Greene - Ministry of Tourism, Sport and the Arts

“The New Ministry Perspective on Tourism”

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Laura Plant - Manager, Community Development - Tourism British Columbia

Laura Plant - Manager, Community Development - Tourism British Columbia

“Building a Foundation for Community Tourism”

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Councillor Corinne Lonsdale - UBCM Tourism Task Force Vice Chair - Councillor, District of Squamish

Councillor Corinne Lonsdale - UBCM Tourism Task Force Vice Chair - Councillor, District of Squamish

“The UBCM Community Tourism Program”

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Premier’s Announcement UBCM Convention 2004Premier’s Announcement UBCM Convention 2004

“ “I want you to understand that I want you to understand that this is going to be your money. this is going to be your money. You can use it how you see fit You can use it how you see fit whether it’s for marketing or whether it’s for marketing or building products or connecting building products or connecting with other peoplewith other people””

“ “I want you to understand that I want you to understand that this is going to be your money. this is going to be your money. You can use it how you see fit You can use it how you see fit whether it’s for marketing or whether it’s for marketing or building products or connecting building products or connecting with other peoplewith other people””

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Consultations - Late 2004, early 2005Consultations - Late 2004, early 2005

- Various local governments / CAOsVarious local governments / CAOs- Ministry of Small Business and Economic Ministry of Small Business and Economic

DevelopmentDevelopment- Tourism BCTourism BC- BC Centre for Tourism Leadership and BC Centre for Tourism Leadership and

InnovationInnovation- Council of Tourism Associations of BCCouncil of Tourism Associations of BC- Others…Others…

- Various local governments / CAOsVarious local governments / CAOs- Ministry of Small Business and Economic Ministry of Small Business and Economic

DevelopmentDevelopment- Tourism BCTourism BC- BC Centre for Tourism Leadership and BC Centre for Tourism Leadership and

InnovationInnovation- Council of Tourism Associations of BCCouncil of Tourism Associations of BC- Others…Others…

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Primary Goal:Primary Goal:

To assist local governments in To assist local governments in increasing tourism activity that, in increasing tourism activity that, in turn, will build stronger turn, will build stronger economies.economies.

To assist local governments in To assist local governments in increasing tourism activity that, in increasing tourism activity that, in turn, will build stronger turn, will build stronger economies.economies.

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Indirect Goals:Indirect Goals:

Help ensure that the Province achieves Help ensure that the Province achieves its goal of doubling tourism in the next its goal of doubling tourism in the next ten years, and supports the Province’s ten years, and supports the Province’s Spirit of 2010 Tourism StrategySpirit of 2010 Tourism Strategy

Enhance the program management Enhance the program management capacity of UBCMcapacity of UBCM

Increase industry’s awareness of the Increase industry’s awareness of the role of local government role of local government

Help ensure that the Province achieves Help ensure that the Province achieves its goal of doubling tourism in the next its goal of doubling tourism in the next ten years, and supports the Province’s ten years, and supports the Province’s Spirit of 2010 Tourism StrategySpirit of 2010 Tourism Strategy

Enhance the program management Enhance the program management capacity of UBCMcapacity of UBCM

Increase industry’s awareness of the Increase industry’s awareness of the role of local government role of local government

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Guiding PrinciplesGuiding Principles

1.1. Fair and equitable access to program activities by Fair and equitable access to program activities by local governments.local governments.

2.2. Recognize and accommodate the relative Recognize and accommodate the relative capacity of smaller communities.capacity of smaller communities.

3.3. Avoid duplication of existing tourism initiatives Avoid duplication of existing tourism initiatives (particularly in marketing); should encourage (particularly in marketing); should encourage innovative partnerships; and where appropriate, innovative partnerships; and where appropriate, complement initiatives of other agencies.complement initiatives of other agencies.

4.4. Recognize the diversity of readiness and tourism Recognize the diversity of readiness and tourism development needs of different communities.development needs of different communities.

5.5. An open and transparent participation process.An open and transparent participation process.

1.1. Fair and equitable access to program activities by Fair and equitable access to program activities by local governments.local governments.

2.2. Recognize and accommodate the relative Recognize and accommodate the relative capacity of smaller communities.capacity of smaller communities.

3.3. Avoid duplication of existing tourism initiatives Avoid duplication of existing tourism initiatives (particularly in marketing); should encourage (particularly in marketing); should encourage innovative partnerships; and where appropriate, innovative partnerships; and where appropriate, complement initiatives of other agencies.complement initiatives of other agencies.

4.4. Recognize the diversity of readiness and tourism Recognize the diversity of readiness and tourism development needs of different communities.development needs of different communities.

5.5. An open and transparent participation process.An open and transparent participation process.

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Guiding Principles (cont.)Guiding Principles (cont.)

6.6. Fill the gaps in sectors not being marketed or areas Fill the gaps in sectors not being marketed or areas that have yet to identify their potential.that have yet to identify their potential.

7.7. Communities should have wide latitude to determine Communities should have wide latitude to determine which activities would be of greatest assistance to which activities would be of greatest assistance to increasing tourism activities; the program should not increasing tourism activities; the program should not be overly prescriptive in terms of eligible activities.be overly prescriptive in terms of eligible activities.

8.8. Recognize the variety of roles played by local Recognize the variety of roles played by local government.government.

9.9. Funding is not to be used to replace existing local Funding is not to be used to replace existing local programs or activities and should result in new, programs or activities and should result in new, increased activities.increased activities.

6.6. Fill the gaps in sectors not being marketed or areas Fill the gaps in sectors not being marketed or areas that have yet to identify their potential.that have yet to identify their potential.

7.7. Communities should have wide latitude to determine Communities should have wide latitude to determine which activities would be of greatest assistance to which activities would be of greatest assistance to increasing tourism activities; the program should not increasing tourism activities; the program should not be overly prescriptive in terms of eligible activities.be overly prescriptive in terms of eligible activities.

8.8. Recognize the variety of roles played by local Recognize the variety of roles played by local government.government.

9.9. Funding is not to be used to replace existing local Funding is not to be used to replace existing local programs or activities and should result in new, programs or activities and should result in new, increased activities.increased activities.

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Task Force created - April 2005Task Force created - April 2005Task Force created - April 2005Task Force created - April 2005

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Program GuidelinesProgram Guidelines

Two phases - allowing review of Two phases - allowing review of Phase 1 prior to development of Phase 1 prior to development of Phase 2Phase 2

All local governments receive All local governments receive funds - “entitlement based”funds - “entitlement based”

Two phases - allowing review of Two phases - allowing review of Phase 1 prior to development of Phase 1 prior to development of Phase 2Phase 2

All local governments receive All local governments receive funds - “entitlement based”funds - “entitlement based”

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Program GuidelinesProgram Guidelines

Local governments to determine Local governments to determine their own priorities subject to their own priorities subject to eligible projects identified:eligible projects identified: Capital projectsCapital projects PlanningPlanning Special events development (e.g., Special events development (e.g.,

tournaments, festivals, etc.)tournaments, festivals, etc.) MarketingMarketing

Local governments to determine Local governments to determine their own priorities subject to their own priorities subject to eligible projects identified:eligible projects identified: Capital projectsCapital projects PlanningPlanning Special events development (e.g., Special events development (e.g.,

tournaments, festivals, etc.)tournaments, festivals, etc.) MarketingMarketing

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Task Force Recommendations - Program Guidelines Task Force Recommendations - Program Guidelines

Per-capita based, with scaling to provide Per-capita based, with scaling to provide additional support for small communitiesadditional support for small communities

Additional funding provided to communities Additional funding provided to communities that:that: Do not derive revenue from levying the Do not derive revenue from levying the

2% hotel tax2% hotel tax Have low tourism activity levelsHave low tourism activity levels

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Eligibility RequirementsEligibility Requirements

Minimal requirements:Minimal requirements:Plan for use of funds required / Plan for use of funds required /

basic business casebasic business caseFinal report required Final report required

25% of funds held back until 25% of funds held back until reports receivedreports received

Minimal requirements:Minimal requirements:Plan for use of funds required / Plan for use of funds required /

basic business casebasic business caseFinal report required Final report required

25% of funds held back until 25% of funds held back until reports receivedreports received

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Proposals Already Received…Proposals Already Received…

Passenger-train station revitalizationPassenger-train station revitalization Circle/farm tour and interpretive nature Circle/farm tour and interpretive nature

centrecentre Downtown beautification and VIC upgradeDowntown beautification and VIC upgrade Walking and hiking trail mapsWalking and hiking trail maps Festival developmentFestival development

Passenger-train station revitalizationPassenger-train station revitalization Circle/farm tour and interpretive nature Circle/farm tour and interpretive nature

centrecentre Downtown beautification and VIC upgradeDowntown beautification and VIC upgrade Walking and hiking trail mapsWalking and hiking trail maps Festival developmentFestival development

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Terry Hood General Manager, BC Centre for Tourism Leadership and Innovation

Terry Hood General Manager, BC Centre for Tourism Leadership and Innovation

“New On-Line Tourism Resource Portal and Other Services”

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Mary Mahon-Jones CEO, Council of Tourism Associations of British Columbia

Mary Mahon-Jones CEO, Council of Tourism Associations of British Columbia

“Local Government Best Practices for Supporting Tourism Businesses”

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Rod Harris President and CEO, Tourism British Columbia

Rod Harris President and CEO, Tourism British Columbia

“Navigating the New Tourism Landscape”

COMMUNITY TOURISM DEVELOPMENT- New Directions, New Resources, New StrategiesCOMMUNITY TOURISM DEVELOPMENT- New Directions, New Resources, New Strategies

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PARTNERSPARTNERS