tourism: building tourism economies conference 2017(2).pdf · in the rocky mountains, will need to...
TRANSCRIPT
Tourism:
Building Tourism Economies
Tourism Division Alberta Culture and Tourism
March 22, 2017
Presentation Order
1. Opening Remarks Noel Ma, Director
2. Destination Development Ashley Kalk, Tourism Dev. Officer
3. Business Development Michael Waddell, Tourism Bus. Dev. Consultant
4. Travel Alberta
Shelley Grollmuss, VP Industry Development
5. Town of Sylvan Lake Vicki Kurz, Economic Development Officer
6. Business Development - Michael Waddell
2
The Tourism Effect on Economic Development
• Assists in diversifying local and regional economies through impact on subsectors including: accommodations, hospitality, transportation, professional services, retail, entertainment, culture and recreation.
• Visitors often leave with an impression that will draw them back as students, workers, investors, business partners, immigrants or advocates.
• Showcases Alberta to the world – positive image in the global marketplace and to Albertan’s quality of life.
3
Tourism Division
Vision
Alberta is recognized worldwide for its commitment to environmentally sound practices in growing Alberta’s tourism industry to become one of the top economic contributors to the provincial economy.
Mandate
Contribute to the growth and diversification of Alberta’s economy by working with industry, government and other stakeholders to grow Alberta’s tourism industry.
Budget: $62,056 (16/17 forecast) to $60,787 (17/18 Estimate)
4
Tourism Development Priorities 2017
Seasonal Diversification and Product Renewal
To attract more visitors, Alberta’s established destinations, predominantly in the Rocky Mountains, will need to diversify offerings for all seasons and renew current products.
Regional Diversification
To create more authentic experiences in lesser known destinations, stronger focus on agri-tourism, cultural attractions, indigenous tourism development and outdoor recreation and nature-based tourism opportunities.
5
Tourism Division Two Branches – Three Key program Areas
6 = Success
Destination Development and Visitor
Services Branch
Economic Developers Alberta Conference
Banff Centre
March 22, 2017
Open Farm Days
Coaching Pilot Project
Open Farm Days
Culinary Tourism Event Handbook
Visitor Friendly Alberta Program
Visitor Friendly Alberta Program
Visitor Services Model
Visitor Services
Innovation Fund
Festival and Event Planning Manual
Municipal Tourism
Reference Guide
• Project Overview
• Objective of the project
• Regulatory considerations
• Contact:
– Rebecca Goodenough
• 780-427-6677
Funding Support
• Not-for-profit organizations
• Up to $100,000 per project (25% matching
contribution required)
• To support destinations in creating or enhancing
tourism products or services
• Excludes marketing and capital costs
• Examples:
– Opportunity assessments
– Tourism strategies
– Asset inventories
Developing Your Destination
• Partner
• Lay the groundwork
• Be authentic
• Keep it simple
• Use local resources
• Remember residents
Introduction to
PRIZM5
Segmentation System
Alberta Culture and Tourism
PRIZM5 – What is it?
• A segmentation system developed by Environics Analytics in
2007
• A database based on geography, demographics, marketplace
preferences and psychographics
PRIZM5 – What is it?
• Classifies all Canadians into one of 68 lifestyle types or
segments
• Includes segments for:
– Baby Boomers
– Millennials
– Francophone
– Culturally Diverse groups
PRIZM5 – nuts and bolts
Canada: large and diverse
PRIZM5 - Segments and EQ types
• These 68 segments are clustered into 9 Explorer Quotient (EQ)
types for Destination Canada (formerly the CTC):
– Authentic Experiencers
– Cultural Explorers
– Cultural History Buffs
– Free Spirits
– Gentle Explorers
– No Hassle Travellers
– Personal History Explorers
– Rejuvenators
– Virtual Travellers
PRIZM5 – What is it used for?
• To help better understand customers and
anticipate their behaviour in the marketplace
• To help businesses focus product
development, marketing and sales efforts on
their best customers
PRIZM5 – How to get involved?
• Collect postal codes from your customers
• Send postal codes (Excel spreadsheet) to Tourism Research
and Evaluation
• We’ll send you reports identifying:
– Who your customers are
– Where they live
– What motivates them
– How to reach them
Resources and Contacts:
www.destinationcanada.com/en/tools#explorerquotient
Tourism Research and Evaluation
in Calgary:
(403) 355-2457
in Edmonton:
(780) 422-1058
Economic Development and Trade:
Resilience through Diversification
Presentation by Stacey Gellatly,
Director
Economic Development Programs
Ministry of
Economic Development and Trade
31
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Community and
Regional Economic
Support Program
(CARES)
• $30 million over 2 years to promote long-term
economic growth and prosperity in Alberta’s
communities and regions.
• Desired outcome include:
• Entrepreneurship and collaboration
• SME Supports
• Diversification
• Investment and high-value job creation
• 2nd intake April 1 – May 30, 2017; 3rd Fall 2017
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Community and Regional Economic
Support Program
Business Incubator, 5
Marketing, 7
Minor Infrastructure, 4
Studies and Plans, 47
Training, 19
Other, 6
Total Applications Received by Project Type
34
Alberta Investor Tax
Credit
• AITC offers a 30% tax credit to investors who provide
capital to Alberta small businesses:
• Doing research, development or commercialization of new
technology, new products or new processes.
• Engaged in interactive digital media development, video post-
production, visual effects and digital animation, or tourism activities.
• Eligibility for investors is limited to investors who pay personal or
corporate taxes in Alberta and invest in eligible small businesses
registered with the AITC program.
• 3 year program with annual intakes on a first-come, first-served
process; and remain open until it has been fully allocated.
• $90 million over 3 years to
encourage investment in non-
traditional sectors with strong
job creation potential.
Alberta Investor Tax Credit
• Tourism related applications include EBCs involved in:
– Craft brewing, including brew pubs, tasting, and tours.
– Tour bus operation in Banff National Park.
35
71
115
0
20
40
60
80
100
120
140
Pending Submission Applications Received
AITC - Eligible Business Corporations number of applicants
85%
6% 4%
5%
AITC - Eligible Business Corporations by sector (applications received) Proprietary
Technology
DigitalMedia/Video
Post-ProductionServices
Tourism
Other
Capital Investment
Tax Credit
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• CITC encourages companies to make timely capital
investments by returning a percentage of the company’s
costs.
• A non-refundable tax credit valued at 10% of a corporation’s eligible
capital expenditures, up to $5 million.
• Available to companies across the province involved in the activities of
manufacturing, processing and tourism infrastructure making an
investment of $1 million or more.
• Eligible costs include the purchase of machinery, equipment and
buildings that closely align to capital costs allowed under the federal
government’s Capital Cost Allowance.
• The first intake has now closed. Dates for the 2nd and
3rd intake will be shared once finalized.
• $70 million two year program to
spur economic diversification
and job creation.
Capital Investment Tax Credit
• Several tourism applications were received to:
– Construct new or redevelop existing hotels in high-tourism communities.
– Develop new family entertainment facilities.
– Develop new adventure-tourism facilities.
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61
0
10
20
30
40
50
60
70
Applications Received
CITC (first intake closes February 15, 2017)
number of applicants
21%
39% 10%
5%
20%
5%
CITC - Applications by sector
Agriculture andFood Processing
Manufacturingand Processing
Oil and Gas
Clean Energy
Tourism
Thank You!
Questions
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WE INSPIRE THE WORLD TO EXPERIENCE ALBERTA
ALBERTA’S VISITOR ECONOMY
Drives more than $8 billion in economic activity
Supports 127,000 jobs in Alberta
19,000 tourism businesses
34.7 million person visits
Direct travel expenditures Direct travel employment
Traveller-generated payroll Traveller-generated taxes
DIRECT BENEFITS
DEVELOPMENTAL BENEFITS Neighbourhood revitalization
Generates pride in local residents
Encourages historic preservation
Improves destination image
Creates public social activities
Aids protection of natural resources
INDIRECT & INDUCED BENEFITS
Diversifies economy
Attracts business
Encourages entrepreneurial spirit
Generates new payroll
Enhances local infrastructure
Enhances real estate values
THE VISITOR ECONOMY
“There are no
forever lines
of business.”
HOW WE MARKET AS TEAM ALBERTA
WHERE TRAVEL ALBERTA LEADS
Alberta tourism brand stewards
International marketing
Media
Travel Trade
MICE
WHERE TRAVEL ALBERTA ENABLES
Industry-led marketing
Shared marketing platforms
Industry training & development
Experience development
SHARED RESPONSIBILITY
Regional marketing
Maximizing return on investment
OUR BEST CUSTOMER Free Spirit Millennials
ITS BEEN 6 YEARS SINCE TRAVEL ALBERTA PUT A STAKE IN THE GROUND AND ALIGNED ALBERTA’S TOURISM INDUSTRY AROUND GOOSEBUMP MOMENTS AND (remember to breathe)
DIFFERENTIATE THE BRAND THROUGH ALBERTANS
Focusing on the emotion of travel makes standing
out from other destinations difficult.
There’s a humanity that is missing from the current
brand. This will be core to its evolution.
ALBERTAN?
What does it mean to be…
BIG-HEARTED MAVERICK IS AN ATTITUDE
It’s what makes us uniquely Albertan and what sets us apart from every other destination on Earth.
We will incorporate this attitude along with the beauty and emotion of the Alberta tourism brand to position Alberta as a
unique and desirable place to visit, live and invest.
TARGET MARKETS
Core Strategy:
DEFEND THE ALBERTA MARKET
Support Partner Marketing Efforts Foster Pride of Place
Core Strategy:
DRIVE INTERNATIONAL REVENUES
Target High Potential Group, FIT & Business Travellers
Extend Reach & Influence Through Partnerships Sustain Direct Air Access
Core Strategy:
DRIVE NEED PERIOD / REGION VISITATION
Core Strategy:
GROW THE NUMBER OF ALBERTA TOURISM EXPERIENCES
Banff Trail Riders
Core Strategy:
INCREASE BUSINESS INTELLIGENCE CAPABILITIES OF PARTNERS
Core Strategy:
PROVIDE KNOWLEDGE LEADERSHIP THROUGH PROGRAMS AND RESOURCES
TOURISM IN YOUR COMMUNITY
1. Connect tourism to Alberta's Visitor Economy
2. Take Advantage of Marketing opportunities
3. Stay Connected with Travel Alberta
Advancing Economic Development Opportunities in Tourism EDA Pre-Conference Session
March 22, 2017
A Five Year Plan
Town of Sylvan Lake Tourism Strategy 2013-2018
Identified key issues and opportunities
Extensive community engagement
Identified project alliances and partners
Adopted by Council as a planning document
Strategic Priorities
Organization & Communications
Tourism Product & Experience Development
Tourism Marketing
Accessibility & Circulation
*Projects or initiatives utilizing Alberta’s Tourism Branch services
and/or support (human/financial) from Travel Alberta
Organization & Communications
Assess economic impact & value of tourism – communicate to residents, stakeholders & investors
Potential Demand for Rural Vacation Experiences in
Alberta – ATPR 2013
Economic impact assessment completed in 2014
Study parameters and RFP guidance
Established the Business Recruitment Team (BRT)
A committee of Council established to create a “pro-
business” strategy for attracting commercial and
destination products
Investment Attraction Policy developed
Organization & Communications
Assess economic impact & value of tourism – communicate to residents, stakeholders & investors
Hosted Tourism Branch FAM tour in cooperation with
Central Alberta Access Prosperity in August 2016
BRT & Chamber members outlined opportunities
and potential for tourism development
Four (4) staff from the Branch participated in the ½
day event which included a community orientation
Resulting in an invitation to participate in Alberta’s
Investment & Trade Mission to China
Tourism Product & Experience Development
Enhancements to existing tourism products/experiences and creation of new tourism products
Participated in Alberta EDT Investment & Trade Mission
to China in November 2016
Marketing materials were prepared for destination
projects and translated into simple Chinese
Industry presentations made in Shanghai,
Guangzhou & Chengdu for developers interested in
Tourism projects off-shore
Twelve (12) one-on-one investor meetings were
supported by the Tourism Branch and Chinese
interpreters
One (1) investor expected to visit Sylvan Lake in
spring of 2017 – ongoing WeChat communications
Tourism Product & Experience Development
Enhancements to existing tourism
products/experiences and creation of new
tourism products
Conducted a Hospitality Feasibility Study in 2015
Formed a dedicated tourism-focused entity
Waterfront Commercial District (WCD)
Revitalization Committee in 2016
Chamber sub-committee, administration fee and
project funding
Undertook ‘Visitor Friendly Assessment’ summer 2016 for WCD
Festival & Event Strategy funding approved, project will end March 2018, Chamber/Town initiative
Tourism Marketing
Focused, collective and leveraged tourism
marketing puts Sylvan Lake on the “must see”
list
Travel Alberta support over the past 3 years has
included:
Website development in partnership with Tourism
Red Deer – VisitSylvanLake.ca
Professional photography that reflects Sylvan
Lake’s new brand essence
Annual advertising and promotion in Calgary and
Edmonton markets
Chamber/WCD – workshops EQ and marketing/
packaging focused in 2017
Accessibility & Circulation
Visitors experience easy access to Sylvan Lake,
and information and circulation is clear and
efficient
Visitor Friendly Assessment identified the need to
improve Sylvan Lake’s wayfinding signage
Tourism assets, community services, visitor pay
parking directional signage in keeping with the new
brand
Relocation of Visitor Information Centre (VIC) to new
multiplex recreational complex
Extended hours year round, tourism services kiosk
Beach Ambassador Program, MIKE the Bike
Regional Tourism Product & Experience Development
Enhancements to existing tourism
products/experiences and creation of new
tourism products
Eleven (11) municipalities came together to develop
Central Alberta Destination Management Plan
(DMP) with funding support
Destination Development, Destination Management
& Destination Marketing
Central Alberta Tourism Alliance (CATA) in 2017
Accommodations Study, CARES funding
Customer Service Training, Ministry of Labour
(LMP) grant
Experience Central Alberta website/database under
construction, support from Travel Alberta
THANK YOU
Vicki Kurz, EDO Town of Sylvan Lake &
Chairperson for Central Alberta Tourism Alliance (CATA)
403-887-1185 x 226
Indigenous Tourism
Indigenous Tourism Team
• Tourism Division has a dedicated team supporting Indigenous tourism growth in
Alberta
• Laura McGowan [email protected]
• Michael Waddell [email protected]
• Cody Verbeek [email protected]
Indigenous Tourism
Indigenous Tourism in Alberta
Indigenous Tourism
• Working closely with the Aboriginal Tourism Association of Canada
(ATAC) to support Indigenous tourism entrepreneurs.
• ATAC is an national tourism association tasked with growing Indigenous
tourism across Canada and promoting it around the world.
• Key Alberta initiatives:
– Asset Inventory and sector research
– Regional sessions (locations yet to be determined)
– Indigenous Tourism Entrepreneur Program (ITEP)
– Alberta Day at the 2017 International Aboriginal Tourism Conference
• ATAC has also provided direct support to operators through a product
development grant program, and a pilot market-ready entrepreneur
training program.
Indigenous Tourism
Tourism Policy and Strategy Branch
Michael Waddell
Policy & Strategy Unit: Regulatory
Advice
• Provide assistance and information to
tourism operators to help navigate
provincial land regulatory systems.
• This includes support for:
• Understanding options for provincial
land (both public land and Alberta
Parks) for tourism development
• Understanding the permitting
processes required for tourism
ventures
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Policy & Strategy Unit: Branch
Initiatives
• Ensure that tourism is considered in land
use planning processes:
• Regional Plans (Draft NSRP, LARP Review)
• Land Footprint Management Plans
• Outdoor Recreation Management Plans
• PLUZ planning
• Regulatory Certainty
• Continued work towards increasing clarity
and efficiency of regulatory land approvals
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Thank you!
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