city of kingston - city council agenda - meeting 28-2019 ... · visitor services chris whyman...

5 YEAR PLAN

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Tourism Kingston Visitor Services

VISITOR SERVICESKingston Visitor Services Five Year Plan.

Visitor Services are a service which ensures that visitors are welcomed and well informed with regard to Kingston’s tourism off erings. Working with tourism partners, we aim to continue to improve the visitor experience and recoup a portion of operating costs through the sale of attraction/event tickets in addition to unique Kingston and Canada-branded souvenirs. We welcome almost 200,000 visitors through the door and we hope this trend will to grow within sustainable levels .

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kingston VISITOR SERVICES

kingston VISITOR SERVICES

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Kingston Visitor Services Five Year Plan.

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Kingston Visitor Services Five Year Plan.

Visitor Services are a service which ensures that visitors are welcomed and

kingston

Visitor Services are a service which ensures that visitors are welcomed and well informed with regard to Kingston’s tourism off erings. Working with tourism

kingston

well informed with regard to Kingston’s tourism off erings. Working with tourism partners, we aim to continue to improve the visitor experience and recoup a

kingston

partners, we aim to continue to improve the visitor experience and recoup a portion of operating costs through the sale of attraction/event tickets in addition

kingston

portion of operating costs through the sale of attraction/event tickets in addition to unique Kingston and Canada-branded souvenirs. We welcome almost

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to unique Kingston and Canada-branded souvenirs. We welcome almost 200,000 visitors through the door and we hope this trend will to grow within

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200,000 visitors through the door and we hope this trend will to grow within sustainable levels .

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sustainable levels .

kingstonChris Whyman

MANAGER, VISITOR SERVICES

209 Ontario StreetKingston, Ontario K7L 2Z1

o: 1.613.548.4415 ext. 7250 1.888.855.4555 ext. [email protected]

Primary Target Markets: - Domestic & international visitors

- Year-round Kingston residents

- Seasonal residents (e.g. students, cottagers)

- Travel Media

- Sporting and convention delegates/attendees

2020 - 2024 Year PlanThe Visitor Information Centre will continue to grow services in three key areas

- Information; Work with partners to ensure that visitor information is readily available and up to date

- Retail sales (i.e. souvenirs/gifts); To grow our Kingston-branded souvenirs and gifts which are otherwise not available through private-sector partners

- Commission ticket sales (i.e. attractions/events); To expand our function as a satellite or primary ticket vendor, acting as a convenient “one-stop-shop” for visitors

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2020 - 2024 Year PlanContinue to promote economic spending by providing timely, individually-tailored information to visitors about Kingston attractions, events and tourism-related businesses (primarily in the hospitality, arts, entertainment, culture, sports, and recreation sectors);

We will continue to ensure that visitors are able to access information and support during their time in Kingston, with the intention of increasing length of stay, repeat visits and referrals;

Improve awareness and visitation to the VIC by residents of Kingston;

Contribute content to the industry newsletter and populate the visitkingston.ca events calendar to communicate what is happening with tourism in the city and how promotion of local events assists in generating increased overnight stays.

VIC Staff will continue to conduct FAM tours in the late spring/early summer with tourism partners in order to remain informed and to raise the visibility of Tourism Kingston in the tourism community.

Working in partnership with St. Lawrence College, staff will be registered in the Customer Service Excellence/Tourism Ambassador training seminars.

Work closely with the Offi cial Visitor Guide to Kingston publishing partner to ensure that the bilingual guide remains fresh, accessible and a desirable product for both advertisers (if applicable) and visitors to Kingston;

Ensure that partners that have bought into the brochure racking are provided with an organized brochure rack which is monitored to prevent unauthorized use and to ensure that brochure supply is maintained, including satellite Visitor services displays at Portsmouth Olympic Harbour, the Invista Centre and Kingston Penitentiary.

VISITOR SERVICES

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Tactics- Collect data on visitors arriving at the VIC to gauge visitor satisfaction and origins;

- Continue to increase and better showcase Kingston-related merchandise for sale;

- Develop opportunities for online sales using the Point-of-Sale system;

- Work closely with partners to keep them informed on upcoming Tourism Kingston initiatives and events such as partner involvement in Tourism Awareness Week;

- With ongoing upgrades to the VIC and renovations slated for early 2020 we will investigate information technology stations that could create new visual aids.

- Enhance the current cycling portfolio as more and more cyclists discover Kingston as a great hub for cycling

- Continue to work with local brewers in the creation of a current pub-map or craft-beer tour to tap into the growing craft brewery market a growing segment in the local tourism scene.

- Explore the opportunity to have featured sampling events for local brewers and wineries throughout the summer in the VIC.

VISITOR SERVICESChris Whyman MANAGER, VISITOR SERVICES

209 Ontario StreetKingston, Ontario K7L 2Z1

o: 1.613.548.4415 ext. 7250 1.888.855.4555 ext. [email protected]

5 YEAR PLAN

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Tourism Kingston Travel Trade

TRAVEL TRADETourism Kingston Travel Trade Five Year Plan.Travel Trade is a vital sector within Kingston’s Tourism economy. This market continues to benefi t from our prime location situated between Toronto, Ottawa and Montreal. We will continue to work with travel agents, operators, receptives and wholesalers regarding our services and products, positioning the

destination as an overnight destination, all year round.

Year over year our initiatives will vary slightly while maintaining the pillars to sustain our fi ve year plan; off ering a creative Kingston with unique experiences, dining and nightlife, while providing FAM opportunities.

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kingston TRAVEL TRADE

kingston TRAVEL TRADE

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Tourism Kingston Travel Trade Five Year Plan.

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Tourism Kingston Travel Trade Five Year Plan.Travel Trade is a vital sector within

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Travel Trade is a vital sector within Kingston’s Tourism economy. This

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Kingston’s Tourism economy. This market continues to benefi t from our

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market continues to benefi t from our prime location situated between Toronto,

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prime location situated between Toronto, Ottawa and Montreal. We will continue

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Ottawa and Montreal. We will continue to work with travel agents, operators,

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to work with travel agents, operators, receptives and wholesalers regarding our

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receptives and wholesalers regarding our services and products, positioning the

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services and products, positioning the

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Kelly BrintnellMEETINGS & CONFERENCES |TRAVEL TRADE BUSINESS DEVELOPMENT MANAGER

366 King St. E Suite #460 Kingston, Ontario K7K 6Y3

c: 1-613-530-6682o: 1.613.548.4415 ext. 7249 [email protected]

2020 - 2024 Year Plan Increase brand awareness as it relates to the group tour bus sector anddiversifiedtouroperatorsasperIDS

A Participate and promote overnight stops in Kingston through Destination Ontario sales missions

- Two missions throughout the year TBC as approved by Government

B Attend Rendezvous Canada (RVC) including an in-market event and pre/post FAM tour depending on location

- Year 1 provide two qualifi ed leads to sector committee from tradeshow then increase by one YOY throughout years 2-5

C Attend American Bus Association (ABA) based on proximity of event


Product development

Develop a product development road map to increase the number of market ready operators as it relates to tour operators and museums as per IDS.

Itineraries

Develop and promote multilingual signature experiences itineraries geared to FIT and group segmented by demographics and seasons as per IDS. This will also align with a Mandarin social media strategy working with Ella Wang to create content for Weibo and WeChat accounts.

Intensify the travel trade market with a focus on Motorcoach business from Ontario and Quebec

A Bienvenue Quebec (BVQ)

- October / November


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TRAVEL TRADE

2020 - 2024 Year Plan continued

B Ontario Motorcoach Association (OMCA)

- October / November

- Year 1 provide two qualified leads to sector committee from tradeshow then increase by one YOY throughout years 2-5

Hostprospectiveclientsandinfluencersfromprimarymarkets to improve the outreach and targeting of operators With a focus on increased utilization of the expanded airport

A Tourism Kingston hosted familiarization (FAM) tours

- Asia focus - General Travel Trade focus

B Create pre and/or post opportunities to provide authentic activities and participation in market when destinations allowand measure based on reporting from partners and their future business booked.

- RVC - OMCA - BVQ

Position Kingston as a key cruise tourism hub and target the emerging Great Lakes Cruising industry formorestopsinKingstonasperIDS

A Attend Seatrade in April alongside City of Kingston, Great Lakes Cruising Coalition and Cruise Ontario to strengthen great lakes cruising potential with a specific focus on Kingston

B Prospect the emerging Great Lakes Cruising industry with a focus on Cruise Line International Association (CLIA) and Great Lakes Cruising Coalition (GLCC) for more stops in Kingston

Expand on the ever emerging China and Asian Market and intensity inbound travel

A Attend Canadian Inbound Tour Asia Pacific (CITAP) in December alongside local tourism partners in collaboration with pre and post sales meetings

B Ella Wang to provide monthly updates to the Chinese landing page (visitkingston.cn) through visitkingston.ca

C Synchronizing the Chinese landing page (visitkingston.cn) to reflect content and layout of visitkingston.ca as per Ella Wang

Salescalls

DMO will independently connect with key travel trade clients each month, separate from tradeshows and sales mission to ensure that clients and future clients feel engaged and clear on all the offerings in Kingston.

- Year 1 provide two qualified leads to sector committee each month then increase by one YOY throughout years 2-5

Education

The DMO will focus on growing the education sector in all seasons; adding to the current business that is mainly day visits to convert to overnight traffic. This will be measured based on partner feedback from increased business

Partner Committee Meetings

The DMO will engage travel trade partnership by hosting quarterly sector committee meetings to specifically focus on growth markets and to better measure the collective efforts of the sales efforts

Bussing

The DMO will lead a bus strategy in partnership with the City of Kingston that will have a better parking system for partners and City and work to transition current traffic from their 30 min stay to a daylong or overnight

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January American Bus Association (ABA)

March Destination Ontario (DO) Sales Mission

April Seatrade

April-June Tourism Kingston (TK) hosted familiarization (FAM) tours

May Rendezvous Canada (RVC)

June Destination Ontario (DO) Sales Mission

October/November Bienvenue (BVQ)

October/November In market event for BVQ when location allows

October/November Ontario Motorcoach Association (OMCA)

October/November In market event for OMCA when location allows

December Canadian Inbound Tours Asia-Pacific (CITAP)

December Sales mission accompanying CITAP along with available DMO’s and local attractions

2020 - 2024 Travel Plan

TRAVEL TRADE

TRAVEL TRADEKelly BrintnellMEETINGS & CONFERENCES | TRAVEL TRADE BUSINESS DEVELOPMENT MANAGER

366 King St. E Suite #460 Kingston Ontario K7K 6Y3

c: 1.613.530.6682o: 1.613.548.4415 ext. 7249 [email protected]

5 YEAR PLAN

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2020-2024 Kingston Sport Tourism

SPORT TOURISMKingston Sport Tourism Five Year Plan.

Sport tourism is the fastest growing segment of the tourism industry in Canada. It contributes over $6.8 billion in annual spending by domestic and international visitors. Canada has been recognized as one of the leading sport hosting nations in the world ranking number six (6) on the Global Sports Index Global Sports Impact (GSI) Nations Index 2018.

Kingston was recognized as a top sport host city ranking 3rd in Ontario and 12th in Canada. (GSI 2019) The listing is based on national championships and international competitions hosted as well as events awarded in the future.

In 2018, Kingston hosted 17 national championships and 15 international events for a total of 32 major events. It is estimated that Tourism Kingston directly infl uenced 25,000 room nights that year.

Brooke LenserSPORT TOURISM DEVELOPMENT MANAGER


m: [email protected]

kingston SPORT TOURISM

kingston SPORT TOURISM

Kingston Sport Tourism Five Year Plan.

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Kingston Sport Tourism Five Year Plan.

Sport tourism is the fastest growing segment of the tourism industry in Canada.

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Sport tourism is the fastest growing segment of the tourism industry in Canada. It contributes over $6.8 billion in annual spending by domestic and international

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It contributes over $6.8 billion in annual spending by domestic and international visitors. Canada has been recognized as one of the leading sport hosting

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visitors. Canada has been recognized as one of the leading sport hosting nations in the world ranking number six (6) on the Global Sports Index Global

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nations in the world ranking number six (6) on the Global Sports Index Global Sports Impact (GSI) Nations Index 2018.

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Sports Impact (GSI) Nations Index 2018.

Kingston was recognized as a top sport host city ranking 3rd in Ontario

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Kingston was recognized as a top sport host city ranking 3rd in Ontario and 12th in Canada. (GSI 2019) The listing is based on national

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and 12th in Canada. (GSI 2019) The listing is based on national championships and international competitions hosted as well as events

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championships and international competitions hosted as well as events awarded in the future.

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awarded in the future.

In 2018, Kingston hosted 17 national championships and 15 international

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In 2018, Kingston hosted 17 national championships and 15 international events for a total of 32 major events. It is estimated that Tourism Kingston

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events for a total of 32 major events. It is estimated that Tourism Kingston directly infl uenced 25,000 room nights that year.

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directly infl uenced 25,000 room nights that year.

kingstonBrooke Lenser

kingstonBrooke Lenser

SPORT TOURISM

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SPORT TOURISM DEVELOPMENT MANAGER

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DEVELOPMENT MANAGER

366 King St. E Suite #460

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Kingston, Ontario K7K 6Y3Kingston, Ontario K7K 6Y3

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Kingston, Ontario K7K 6Y3

m: 1.613-305-1735kingston


[email protected]

DEFINITIONS

Major Sport Event: A sport tourism event that is considered one (1) of the following: national prestige, international prestige, supported by data worth $1M+ in economic impact, and/or consumes 1000+ room nights.

ISF: International Sport Federation, also known as an events-right holder

NSO: National Sport Organization, also known as an events-right holder

PSO: Provincial Sport Organization, also known as an events-right holder

2020 - 2024 Year Plan

Foster relationships with local sport organizations to grow tournaments, develop new sport products and increase bidding capacity.

Attract and host one or more major sport event(s) per year to stimulate economic activity and promote Kingston as a sport tourism destination.

Prospect national and international events to increase domestic and international visitation to Kingston and strengthen ranking on the GSI Canada Index.

Collaborate with the Sport Tourism Advisory Committee to prospect opportunities in shoulder seasons for tourism partners and to develop a targeted sports tourism plan for the city.

Attend sport tourism conferences and host site tours to enhance relationships with PSO’s, NSO’s and IF’s. Host two dedicated sport FAMS for summer and winter PSO’s.

Work with Meetings and Conferences Manager to attract sport conference planners that host AGM’s, clinics, etc.

Represent Tourism Kingston in the community by being an active participant on boards/committees such as Kids for Kids, CORK, etc.

Use CRM tools, such as Simple View, to turn leads into definite bookings and manage revenue targets.

Continue to support sport development and tourism events with incentives while maintaining a balanced budget.

Develop relationships with high-performing athletes to feature stories, assist with bid campaigns, and celebrate with Olympic Send-Offs.

Leverage assets (i.e. waterfront, Kingston Penitentiary) into bids and proposals to show competitive offerings and promote attractions.

Work with Kingston Airport to increase frequency at YGK with sport travel.

Develop an asset inventory of sport facilities through continual improvement of the Sport Tourism & Facility Guide.

Partner with surrounding communities to increase hosting capacity and customer service.

Contribute content to the industry newsletter and sport events calendar to communicate what is happening with tourism in the city and how sports support Kingston’s tourism economy. See 2020 Sport Marketing Plan.

Source grants, from private and public sectors, to offset bidding and staging costs of sport events.

Encourage sport organizations to utilize Tourism Kingston’s RFP process, via Simpleview, to book directly with hotels. Clients may choose to work with third party agencies; however, Tourism Kingston will offer to alleviate these logistics.

Increase room night goal by 5% each year to ensure sector growth

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SPORT TOURISM

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2020 EVENTS

Tim Hortons Brier February 29 - March 8

Canadian Women’s Individual Chess Championships April 9 - 13

Trampoline & Tumbling Cup April 17 - 19

OFSAA Girls’ A/AA Rugby Championships June 1 - 3

Special Olympics Ontario High School Championships June 2 - 4

Canadian Pickleball Championships June 25 - 28

Laser Canadian Championships July 2-5

Canadian Ultimate Championships (Mixed)* August 13 - 16

Canada Basketball National Championships* August 3 - 8

Broomball World Championships November 2 - 8

USPORTS Women’s Rugby Championships November 5 - 8

OFSAA Football Championships* November 20-23

*indicates bid has not yet been awarded to Kingston

SPORT TOURISM

2020 - 2021 Major Sports Events

2021 EVENTS

Ice Yachting DN World Cup* February

OUA Women’s Fencing University Championship February 6 - 7

USPORTS Women’s Basketball National Championships March 11-14

Canadian Men’s Individual Chess Championships April 1-5

Ontario Electric Utility Hockey Tournament April 9 - 11

Kia Memorial Cup* May 14-23

OFSAA Football Championships* November 20-23

Volleyball Canada Cup* TBC

IFI America Cup* TBC


SPORT TOURISM

2022 - 2024 Major Sports Events2022 EVENTS

CSTA Sport Event Congress* March

International Police Hockey Tournament * February / March

International Police Hockey Tournament * April 4 - 10

Canadian Women’s Individual Chess Championships April 14 - 18

National Aboriginal Hockey Championships* May 2 - 10

Canadian Judo Championships* May 16 - 19

Soccer Canada Nationals* October 7 - 10

USPORTS National Championship* TBC


2023 EVENTS

Ice Yachting DN World Cup* February

Men’s Curling World Championships* April 1 - 9

Docs on Ice* April

Ontario Electric Utility Hockey Tournament* April


OFSAA Track and Field Championships* June 1 - 3

Soccer Canada Nationals* October 6 - 9

USPORTS National Championship* TBC


2024 EVENTS

CARHA Hockey World Cup* March 29 - April 5


USPORTS National Championship* TBC*indicates bid has not yet been awarded to Kingston

2022 TRAVEL PLAN

March CSTA Sport Event Congress TBC

October Smart Cities & Sport Summit Lausanne

November CSTA Sport Tourism Forum Ottawa

SPORT TOURISM

2021 TRAVEL PLAN

March CSTA Sport Event Congress Ottawa


December Regional SportAccord Pan-Am TBC

2020 TRAVEL PLAN

March CSTA Sport Event Congress Edmonton




2023 TRAVEL PLAN




2024 TRAVEL PLAN


October Smart Cities & Sport Summit Lausanne



CORK International Optimist Regatta

CORK International Regatta

CORK Olympic Classes Regatta

National Sea Cadet Regatta

CORK Fall Regatta

RELM Girls Hockey Challenge

RELM 3-on-3 March Break Hockey Tournament & Camp

RELM High School Hockey Showcases

RELM Youth Boys Hockey Challenge

RELM Prospects Ringette Invitational

RELM Adult Hockey Classic

RELM Prospects Elite Boys Showcase

RELM Original Hockey Hall of Fame Tournament

Pickleball Limestone Cup

HockeyFest *

Taylor Hall Cup Classic

Taylor Hall Charity Ball Hockey Tournament

Kids for Kids Hockey Tournament

Kingston Kids Triathlon

Gaels Cup (Girls/Boys)

Kingston United First Capital Tournament

Kingston United First Capital House League Tournament

1000 Islands Open

1000 Islands Gran Fondo

Kingston Ringette Association Tournament

Trillium Blooms Meet

RMC Judo Tournament

SPORT TOURISM

Annual Events Supported by Tourism Kingston

*indicates event has not yet been awarded to Kingston

SPORT TOURISMBrooke LenserSPORT TOURISM DEVELOPMENT MANAGER


m: 1.613.305.1735

5 YEAR PLAN

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Tourism Kingston Meetings & Conferences

MEETINGS & CONFERENCESKingston Tourism Meetings & Conferences Five Year Plan.Kingston’s M C business benefi ts from our prime location between Toronto, Ottawa and Montreal along with a strong institutional presence. With outstanding pre/post event off erings coupled with compression in larger markets, we are strategically positioned to sell Kingston for multi-property city wide events all

year long. Year over year our initiatives will vary slightly while maintaining the pillars to sustain our fi ve year plan; off ering a creative Kingston with unique venues, dining and nightlife, an authentic destination to meet and stay, alongwith facilitating planner resources and services.

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kingston MEETINGS &

kingston MEETINGS &

CONFERENCES

kingston CONFERENCES

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Kingston Tourism Meetings & Conferences

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Kingston Tourism Meetings & Conferences Five Year Plan.

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Five Year Plan.Kingston’s M C business benefi ts from

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Kingston’s M C business benefi ts from our prime location between Toronto,

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our prime location between Toronto, Ottawa and Montreal along with a strong

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Ottawa and Montreal along with a strong institutional presence. With outstanding

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institutional presence. With outstanding pre/post event off erings coupled with

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pre/post event off erings coupled with compression in larger markets, we are

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compression in larger markets, we are strategically positioned to sell Kingston

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strategically positioned to sell Kingston for multi-property city wide events all

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for multi-property city wide events all

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2020 - 2024 Year Plan Strive to attract and host a new city wide event each year in Kingston, consisting of the utilization of two or more overnight properties as well as conference facilities

A Year 1 provide two qualifi ed leads to sector committee for city wides specifi cally after each initiative, then increase by one YOY throughout years 2-5

B Educate and promote multi use properties in Kingston for large conferences through attending market specifi c events

- Attend Ottawa based Tete-a-Tete tradeshow in January / February

- Attend Toronto based Canadian Meetings and Events Expo (formerly Incentiveworks) in August

- Attend Ottawa based Executive Travel Corporate Planner Luncheon Series in October

- Attend Meetings Professional International (MPI) Prix Prestige Gala in May

- Attend Canadian Society of Association Executives (CSAE) Summer Summit in June / July

- Attend Canadian Society of Association Executives (CSAE) Winter Summit in February

C Promote and educate planners and local tourism partners about utilizing the Leon’s Centre for events including business meetings and conferences as a large conference venue as per IDS

D Created city wide maps and other tools digitally to allow for planners that are out of town to easily plan city wide conferences having reference for distance and multiuse property assets

E Educate partners on how to successfully work together to complete city wide Requests for Proposals (RFP’s)

F Promote and educate planners and local tourism partners about the revitalization of the airport and expanded runway

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Kelly BrintnellMEETINGS & CONFERENCES |TRAVEL TRADE BUSINESS DEVELOPMENT MANAGER


c: 1-613-530-6682o: 1.613.548.4415 ext. 7249 [email protected]

*All photos from The Tett Centre for Creativity and Learning.

Increase brand awareness as it relates to Meetings and Conferences through National memberships

A Utilize volunteer opportunities and interaction with potential clients through annual memberships, networking events and gala’s

- Canadian Society of Association Executives (CSAE) - MPI - Destination Direct Canada

B Utilizing the above memberships and associations to gain access to the correct contact to incentivize their group to come to Kingston

Intensify the business events market to generate business for stakeholders in all four seasons with a focus on “need periods” (Nov-Feb)

A Organize four Tourism Kingston-led sales missions for local partners to our primary markets of Toronto, Ottawa, Montreal and Quebec City

- Year 1 provide two qualified leads to sector committee each quarter, then increase by one YOY throughout years 2-5

B Create and manage promotional packages and themed events to support operators, retail, culinary, and accommodation suppliers in shoulder seasons as per IDS

C Organize four Tourism Kingston-led sales missions to our primary markets with focus on follow up from CSAE, CMEE, Tete-a-Tete and ETCPL Series

- Year 1 provide two qualified leads to sector committee after each initiative, then increase by one YOY throughout years 2-5

Encourage and develop the use of Tourism Kingston’s incentive fund

A Build out Kingston’s potential as a small/medium sized business event destination with the help of the sector committee as per the IDS

B Year 1 to provide funds to three conferences then increase by one YOY throughout years 2-5

Museums and heritage sectors

Provide the museums and heritage sectors with support to improve market readiness and the use of their unique venue(s) for business events as per the IDS

Partner Committee Meetings

The DMO will engage Meetings and Conferences partners by hosting quarterly sector committee meetings to specifically focus on growth markets and to better measure the collective efforts of the sales efforts as per IDS

A Through these meetings, prospect specific industry / sectors drawn from committee intel that may show a YOY decline and/or opportunities for revenue to Kingston

B Further to the point above, target specific organizations to promote Kingston’s advantages and why we want them to meet in our destination

Social Strategy

The DMO will use a social strategy to target meeting planners on LinkedIn , Twitter, Facebook using Search Engine Optimization methods to ensure that Kingston is rated high and targeted when they are looking at organizing their next function

A Develop relationship with conference planners that have brought an event to Kingston and create testimonials as to why Kingston is the best place to host a meeting

Customer Relations Management System

Use tools such as Simpleview to turn leads into bookings for partners and manage revenue targets

Transportation

Work with Kingston airport on the newly renovated facility to increase ease of access to get to Kingston for conference go-ers

2020 - 2024 Year Plan continued

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MEETINGS & CONFERENCES


January / February Tete-A-Tete / Tourism Kingston Sales Mission

February Canadian Society of Association Executives Winter Summit

March TK led sales mission

April TK led sales mission

June / July Canadian Society of Association Executives Summer Summit / Tourism Kingston Sales Mission

August Canada's Meetings & Events Expo / Tourism Kingston Sales Mission

September TK led sales mission

October Executive Travel Corporate Planner Luncheon Series / Tourism Kingston Sales Mission

November TK led sales mission

MEETINGS &CONFERENCES

MEETINGS & CONFERENCESKelly BrintnellMEETINGS & CONFERENCES | TRAVEL TRADE BUSINESS DEVELOPMENT MANAGER

366 King St. E Suite #460 Kingston Ontario K7K 6Y3

c: 1.613.530.6682o: 1.613.548.4415 ext. 7249 [email protected]

mar

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5 YEAR PLANTourism Kingston Marketing Offi ce

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kingston MARKETING &

COMMUNICATIONS

Social Media and Earned Media Five Year Plan.

With Tourism Kingston having 72,400+ followers across 6 platforms and 50,000,000 impressions per year (2018), it is important to share timely and relevant communications with our audience. This includes the following:

Lexy CorreaDIGITAL MARKETING & COMMUNICATIONS COORDINATOR


m: [email protected] - local residents in Kingston searching for events and activities

- non-locals planning a trip to Kingston – Ottawa, Toronto and Montreal

- sector-specifi c stakeholders – local sport organizations, meetings/conference venues, local fi lm and media community and accommodations

- industry partners – accommodations, RTO 9, St. Lawrence Parks Commission, Kingston Destination Group, Queen’s University, event organizers, Kingston Association of Museums and attractions

2020 - 2024 Year PlanCultivate an engaged community across our social media platforms and website.

Explore new ways to connect with our audience by testing new social platform features and determining what strategies work best. Always encourage conversations.

Implement Instagram takeovers connecting with local community and industry infl uencers.

Assist with content planning for Chinese social profi les Weibo and WeChat.

Coordinate contesting on Facebook and Instagram.

Repot monthly on digital metrics and trends.

Communicate the Norman Rogers Airport as an effi cient method of travel to Kingston.

Amplify contesting eff orts on Twitter

Encourage open lines of communication with business sectors and tourism partners; ensuring information is being distributed online.

Attend monthly destination marketing committee meetings to capture and share new updates.

Organize quarterly digital marketing group meetings with tourism partners.

Develop annual sector-specifi c content calendars to align social messaging with staff activities.

Support attractions and museums that lack resources for digital marketing and promotions. Amplify initiatives and events though the Visit Kingston channels.

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2019 - 2024 Year Plan Work collaboratively with Queen’s University

to provide packages for key events including Homecoming, Orientation, Sidewalk Sales, and conferences. Distribute information through industry newsletter.

Ensure information regarding tourism grants and deadlines are communicated through our industry social media channels.

Capture and track earned media.

Report quarterly on earned media, the number of articles captured, and correlation between digital metrics.

Assist with organizing media FAM tours; itinerary creation, securing assets, and influencer follow-up.

Working with the agency of record and business sectors, assist with the creation and implementation of the yearly marketing plan.

Includes monthly blog content writing, website updates, daily social posting, and public relations support as required.

Manage www.visitkingston.ca website updates.

Create new listings through Simpleview, business sector microsite changes, and hotel packages.

Manage content updates on Chinese landing page: www.visitkingston.ca/cn

Implement microsite content updates: Music in Kingston, Makers of Kingston, and the Weddings microsite.

Assist the Visitor Information Centre with adding new events to www.visitkingston.ca/today

Support, implement recommendations, and distribute information from research reports and plans.

Includes Kingston Culinary Strategy, Integrated Destination Strategy, Tourism Kingston business plans, and bilingual www.visitekingston.ca website.

Working with business sectors and stakeholders, communicate the progress of the Integrated Destination Strategy on appropriate platforms.

Working with business sectors and stakeholders, communicate the progress of the Integrated Destination Strategy on appropriate platforms.

Create and distribute monthly consumer and industry newsletters.

Collect information from business sectors and key stakeholders for formatting and distribution.

Assist with marketing, promotion and daily Instagram posting for the Kingston Live Music podcast.

Attend monthly social media planning sessions for the Kingston Live Music podcast.

Collaborate with podcast creators and develop Kingston Spotify playlists.

Integrate the Fresh Made Daily brand into key stakeholder marketing plans and communications.

Includes presence at the Kingston Norman Rogers Airport, festivals and events (Feb Fest, Kingston maker dinners and workshops, Kingston’s International Wine Festival, ect), accommodations, and sport facilities (Portsmouth Olympic Harbour, Invista Centre, Leon’s Centre).

Launch and coordinate training opportunities for Kingston’s tourism industry.

Launch a series of training workshops as per IDS recommendations for retail, culinary and tour operators to become more tourism aware and responsive.

Manage the Tourism Kingston photo library.

Add new photo assets when required, provide access to partners and stakeholders, and manage photo tagging and organization.

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MARKETING & COMMUNICATIONS

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#visitkingston

MARKETING & COMMUNICATIONSLexy CorreaDIGITAL MARKETING & COMMUNICATIONS COORDINATOR



Leis

ure

5 YEAR PLANTourism Kingston Leisure Offi ce

kingston

kingstonAllyson Tonelli

DIRECTOR OF SALES



LEISURE TOURISMLeisure Tourism 5 Year Business Plan

Leisure Tourism at Tourism Kingston involves a broad spectrum of activities such as visiting a local tourist attraction or participating in a wellness event. At Tourism Kingston, leisure tourism is composed of the following markets: motorcycle tourism, diving tourism, cycling tourism, wedding tourism and more, as this important sector continues to grow. Leisure tourism is defi ned as travel that in which the primary motivation is to take a vacation from everyday life.

2020 - 2024 Year PlanWork with Kingston Airport to increase leisure travel with the new terminal expansion as it relates to the IDS.

Develop and maintain leisure tourism web pages / landing pages i.e. Wedding Venues, Cycle Tourism, Culinary Tourism etc. In year one, the main focus will be on both Cycle Tourism and Wedding Tourism by increasing our web pages that focus on cycle and updating our wedding pages once per quarter. Culinary Tourism will be developed over year one and two, in con unction with the proposed downtown campus.

Represent Tourism Kingston at related tradeshows, events and conferences to increase our network and develop business contacts (i.e. culinary events). In year one, Tourism Kingston will attend one tradeshow for prospecting and information purposes. By reviewing the ROI from this tradeshow in year two and beyond, Tourism Kingston will work with its partners to clearly decipher if it was deemed successful. If an increase is eff ectively shown, more trade shows will be added in the following years.

Work with tourism sectors such as sport, meetings/conferences and travel trade, to ensure quality customer service and experience during stay in eff orts to a) leverage tourist attractions while they are here, and b) attract guests back to Kingston for a vacation

Work with burgeoning culinary tourism sector and potentially new SLC campus as it relates to the IDS

Contribute content to the industry newsletter each quarter to communicate what is happening with leisure tourism and how this sector is growing in the city

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2020 - 2024 Year Plan

Use CRM tools, such as Simple View, to manage any new contacts and data

Provide tourism incentives to increase leisure business while maintaining a balanced budget

Support retail and culinary suppliers in shoulder seasons with promotional packages and themed events as it relates to the IDS

Work with local organizations (i.e. local dive club) to support their eff orts in Kingston to encourage longevity of organizations and their events. Provide connections to external partners who can also support initiatives as well as provide feedback to determine ROI.

Review with partners what the need periods are, collect statistics as it relates to access points (via, airport, bus, car) and work with partners to create more enhanced packages for all areas.

Create a multi-purpose booth that speaks to all areas for use at multiple trade shows.

As this portfolio expands, travel will become more detailed. Motorcycle and wedding tradeshows to attend in Q1. DOS may also compliment Sport Manager, MC/TT manager travel initiatives as well throughout quarters.

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LEISURE TOURISM

LEISURETOURISMAllyson TonelliDIRECTOR OF SALES



photo credit: Niche Photography

5 YEAR PLAN

filmoc

e

Tourism Kingston Film Offi ce

FILM OFFICEKingston Film Offi ce fi ve year plan

ilmandtelevisionproductionin ntarioand anadaisatanall time igLast year the province hosted 250 ma or fi lm and television productions with more than 1.6 billion spent and over 32,000 obs created. Within our province, the industry is anchored around the City of Toronto, which struggles to meet current demand. Supported by an additional regional bonus tax credit awarded to production outside the greater Toronto area, production has begun spilling-over to communities across Ontario.

eKingston ilm ce aso ciallylaunc edin in the wake of the feature fi lm Crimson Peak (2015) and the CBC/Netfl ix television series Alias Grace (2017). Up until this point very little was done to actively promote Kingston for fi lm and media production, and there were few if any established systems, structures or organized resources to actively market and support production in the area.

Mission & Overview

eKingston ilm ce illattractandsupportma orfilmandmediaproduction it int egreaterKingstonarea

ear (2018) was largely focused around identifying, inventorying and organizing resources (locations, cast, crew, caterers, accommodations, suppliers, etc.), developing infrastructure and local partnerships, improving existing processes and raising service standards around City permitting, assembling and starting to train local industry, creating promotional materials, developing incentives, building industry relations, servicing current demand, and introducing Kingston to market.

ear (2019) began the aggressive sales and multi-level promotion of production in Kingston, with the continued development of local talent and resources through formalized monthly workshops and training exercises, the development of key industry partnerships, and negotiation of access to key locations such as Kingston Penitentiary and Springer Market Square. We have started to see more production, but with the expectation that Kingston will still mainly be used for exterior shooting and productions will largely bring their own crews to the area. This will see the startofrevenuet roug paidfacilityrentals of key locations as well as a signifi cant increaseinovernig t otelstays.

ear and eyond (2020-2024) will see increased volume and the start of end-to-end production locally, the establishment of a strong local cast and crew base, and progress towards both the creation of permanent studio space and the development of an Eastern Ontario Tax Credit with strategic partners extending to Ottawa. The Film Offi ce will also explore possible expansion into broader screen-based production, including interactive digital media and video games.

kingston

kingston FILM OFFICE

kingston FILM OFFICE

kingston

Kingston Film Offi ce fi ve year plan

kingston

Kingston Film Offi ce fi ve year plan

ilmandtelevisionproductionin ntarioand anadaisatanall time ig

kingston

ilmandtelevisionproductionin ntarioand anadaisatanall time igLast year the province hosted 250 ma or fi lm and television productions with

kingston

Last year the province hosted 250 ma or fi lm and television productions with more than 1.6 billion spent and over 32,000 obs created. Within our province,

kingston

more than 1.6 billion spent and over 32,000 obs created. Within our province, the industry is anchored around the City of Toronto, which struggles to meet

kingston

the industry is anchored around the City of Toronto, which struggles to meet current demand. Supported by an additional regional bonus tax credit awarded to

kingston

current demand. Supported by an additional regional bonus tax credit awarded to production outside the greater Toronto area, production has begun spilling-over to

kingston

production outside the greater Toronto area, production has begun spilling-over to communities across Ontario.

kingston

communities across Ontario.

eKingston ilm ce aso ciallylaunc edin

kingston

eKingston ilm ce aso ciallylaunc edin feature fi lm Crimson Peak (2015) and the CBC/Netfl ix television series Alias Grace

kingston

feature fi lm Crimson Peak (2015) and the CBC/Netfl ix television series Alias Grace (2017). Up until this point very little was done to actively promote Kingston for fi lm

kingston

(2017). Up until this point very little was done to actively promote Kingston for fi lm and media production, and there were few if any established systems, structures

kingston

and media production, and there were few if any established systems, structures or organized resources to actively market and support production in the area.

kingston

or organized resources to actively market and support production in the area.

Mission & Overview

kingston

Mission & Overview

eKingston ilm ce illattractandsupportma orfilmandmedia

kingston

eKingston ilm ce illattractandsupportma orfilmandmediaproduction it int egreaterKingstonarea

kingston

production it int egreaterKingstonarea

ear

kingston

earresources (locations, cast, crew, caterers, accommodations, suppliers, etc.),

kingston

resources (locations, cast, crew, caterers, accommodations, suppliers, etc.), developing infrastructure and local partnerships, improving existing processes

kingston

developing infrastructure and local partnerships, improving existing processes and raising service standards around City permitting, assembling and starting to

kingston

and raising service standards around City permitting, assembling and starting to train local industry, creating promotional materials, developing incentives, building

kingston

train local industry, creating promotional materials, developing incentives, building industry relations, servicing current demand, and introducing Kingston to market.

kingston

industry relations, servicing current demand, and introducing Kingston to market.

ear

kingston

earin Kingston, with the continued development of local talent and resources through

kingston

in Kingston, with the continued development of local talent and resources through formalized monthly workshops and training exercises, the development of key

kingston

formalized monthly workshops and training exercises, the development of key industry partnerships, and negotiation of access to key locations such as Kingston

kingston

industry partnerships, and negotiation of access to key locations such as Kingston Penitentiary and Springer Market Square. We have started to see more production,

kingston

Penitentiary and Springer Market Square. We have started to see more production, but with the expectation that Kingston will still mainly be used for exterior shooting

kingston

but with the expectation that Kingston will still mainly be used for exterior shooting and productions will largely bring their own crews to the area. This will see the

kingston

and productions will largely bring their own crews to the area. This will see the ofrevenuet roug paidfacilityrentalskingston

ofrevenuet roug paidfacilityrentalsincreaseinovernig t otelstayskingston

increaseinovernig t otelstays

ear and eyondkingston

ear and eyondend-to-end production locally, the establishment of a strong local cast and crew kingston

end-to-end production locally, the establishment of a strong local cast and crew base, and progress towards both the creation of permanent studio space and the kingston

base, and progress towards both the creation of permanent studio space and the kingston

Prior to leading the Kingston Film Offi ce, Alex ansen spent more than a decade running his own successful multimedia production company in Toronto, Canada. He has produced numerous award-winning fi lms, video games, graphic novels and interactive experiences, featured by Cannes, TIFF, S SW, IDFA, the New York Times and many others.

Prior to starting his own company, ansen built and lead the Home

Entertainment division at Mongrel Media, one of Canada’s premiere fi lm distribution companies. He is founder of the Kingston Canadian Film Festival and teaches part-time with Queen’s Film and Media.

le ansenFILM COMMISSIONER

366 King St E, Suite 460Kingston, ON K7K 6Y3

o: 1.613.548.4415 ext. 7226 m: [email protected] lminkingston.ca

2020 Year Planttract a or ier roductions

Target international production and leverage expanded Kingston Airport.

Increase ccesstoKey ocationsandStrengt enevenue odel

Kingston Penitentiary and Springer Market Square

Revisit and expand on the pilot agreement with the City of Kingston, Correction Services Canada and the St. Lawrence Parks Commission for increased access to Kingston Penitentiary.

Revisit and expand on the pilot agreement with the City of Kingston, Kingston Public Market, First Capital Committee and area businesses for increased access to Springer Market Square.

Revisit possible access to the former Rockwood Asylum with Infrastructure Ontario.

Revisit pricing structure for key facility rentals, to continue movement towards self-sufficiency.

pand ocations ortfoliotoIncludeSurrounding reas

Expand locations, suppliers, resources and outreach to commutable surrounding areas with no formal film policy or active representation, potentially including Wolfe Island, Napanee, Gananoque, Frontenac County, and Lennox and Addington.

itc atKeyInternationalIndustry vents

Attend and promote Kingston at key industry events including the Toronto International Film Festival, the American Film Market (LA), LMGI Awards (LA), the Prime Time Conference (Ottawa), and others.

Develop HostSpeciali edScout ours

Create targeted group location tours for subsections of the production industry, such as factual/lifestyle including food or travel shows. Increase international industry outreach, highlighting expanded Airport.

evisit ilm olicyandSimplify ermitting rocesses

Propose and implement City of Kingston Film Policy changes to lessen administration and simplify permitting processes, potentially to include:

Annual permits for established local production companies

Reduced permit requirements for minor productions below a threshold (per NYC precedent)

Updated drone requirements (per Transport Canada changes)

Develop ocal roduction ommunity

Trial New Practical Training Program and Expand Workshops

Pilot an official credited Practicum course with Queen’s University Film Media Department for 20 upper-year students, each to complete 100 hours of production training through a combination of workshops, training exercises, placements with local production companies and on-set experiences. The students will be credited and insured through Queen’s, and freely available to industry.

This program will expand upon the monthly community workshops being offered by the Film Office from Sept-April, helping to develop a local crew base and strengthen the production community.

FILM OFFICE

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pandand efine roduction raining rogramand or s ops

Refine and expand the pilot Practicum course with Queen’s University to potentially include St. Lawrence College, LCVI and Holy Cross Catholic Secondary School. Explore new funding opportunities.

Develop more advanced workshops to build upon the local production community.

Explore a strategic partnership with TIFF Industry or TIFF Higher Learning.

pandIncentive rogramtoInclude ocala ourSpend

Upon developing the local crew base, expand the current incentive program that covers 50 of travel and accommodations expenses to further include 50 of local labour spend up to a cap.

Consult with KEDCO, Queen’s University and St. Lawrence College. Explore new funding opportunities.

ormali e epresentationofSurrounding unicipalities

Build on previous year’s efforts and secure formal partnerships and funding opportunities with surrounding municipalities for Film Office representation, potentially including Wolfe Island, Gananoque, Frontenac County, Bay of Quinte, and Lennox and Addington.

orman cial ssociationof astern ntarioilm ces

Create an official working group of Film Offices from Belleville to Ottawa, towards common interests such as union regulation changes, funding opportunities heightened incentives, and a potential Eastern Ontario Tax Credit.

ctively ursue roductionStudio artners

Based on production volume and growth, target and pursue partners and/or investors for a potential production studio.

Consult with KEDCO, Queen’s University and St. Lawrence College.

FILM OFFICE

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IncorporateStand loneKingston ilm ce

Based on production volume, incorporate the Kingston Film Office as a specialized stand-alone non-profit organization with potential funding support from from the City of Kingston, Tourism Kingston / KAP, Queen’s University, and surrounding municipalities. Leverage this status to pursue additional public funding opportunities provincially and federally.

nderta e utomationof ermitting rocess

Based on production volume, develop or license an automated system for permit entry, review, issuing and reporting (un ustifiable at current volume).

o yaKingston ocal apterof a ora our nions

Based on production volume and strength of local production community, lobby the creation of Kingston chapters for ma or union associations including NABET, ACTRA and IATSE. This will be paramount to having larger production companies or a studio set-up permanent location in Kingston.

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film

film

FILM OFFICE



o yt e reationofan astern ntarioa redit

Based on production volume, lobby the creation of an additional Eastern Ontario Tax Credit to off set the additional costs of shooting in Kingston and stimulate local industry. Act in con unction with the aforementioned proposed Association of Eastern Ontario Film Offi ces.

roposeand undraisea roductionStudio

Formalize partners, plan and proposal for a Kingston sound stage or production studio, and pursue matching funds for completion. Work with KEDCO, Queen’s University and St. Lawrence College.

ncompass argerScreen asedIndustries

Expand the Film Offi ce to encompass all screen-based production sectors including interactive digital media and video games.

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plore Support ameDevelopment rograms

Consult with KEDCO, Queen’s University, St. Lawrence College, LCVI and Holy Cross.

argetInteractiveDigital ediaSectorand ursue ameDevelopmentStudios

Actively expand all initiatives towards the larger interactive digital media sector, including video games

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Crimson Peak (2015)

Annually recurring key activities roductionIncentiveDevelopment romotionand dministration(currently 50 of travel/accommodations to a cap, including increased utilization of Airport) roup ocation oursforIndustry(Fall and Spring)

ocationS ootingand ntryfor rovincial ocations i rary

ityofKingston ilm ermitting

ont ly ommunity or s ops(Sept – April)

ormal ommunity raining ercises(Fall)

ommunity itc pportunities(Telefi lm, Cogeco, Bell Fybe TV1)

• ont ly e sletter it ommunity rofiles

The Kingston Film Office connects industry to local talent and resources

Alias Grace (2017)

FILM OFFICEAlex JansenFILM COMMISSIONER

366 King St E, Suite 460 Kingston, ON K7K 6Y3

o: 1.613.548.4415 ext. 7226 m: [email protected]

city of kingston - city council agenda - meeting 28-2019 ... · visitor services chris whyman...

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