community cultural tourism - british columbia...may 06, 2010 · cpr & hotels 1930s depression...
TRANSCRIPT
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
Audio information: Dial-In Number: 1 866 602 5089Conference ID: 2440222Mute phone: mute button or *6
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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
Audio information: Dial-In Number: 1 866 602 5089Conference ID: 2440222Mute phone: mute button or *6
Visual Information: Click on “Voice and Video” in the menu barTroubleshooting: Follow instructions in the meeting invitation. Call IT
Support at 250 886 7027 if issues cannot be resolved.
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
Community Cultural Tourism 5
(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
6Community 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
Community Cultural Tourism 7
Essentials of Cultural Tourism 8
The Faces of Cultural Tourism
CCT is a Partnership
Community Cultural Tourism 9
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
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SOURCES: 1Dept. of Canadian Heritage and Industry Canada, 2009; 2OECD Tourism Committee, 2009.
Essentials of Cultural Tourism 11
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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Essentials of Cultural Tourism 12
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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Essentials of Cultural Tourism 13
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
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Val
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Time
Olympics
???
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Essentials of Cultural Tourism 14
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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Essentials of Cultural Tourism 15
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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Essentials of Cultural Tourism 16
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 ____________
___________________
Community Cultural Tourism 17
Essentials of Cultural Tourism 18
• 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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Essentials of Cultural Tourism 19
• 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’
Community Cultural Tourism 20
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
Community Cultural Tourism 21
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
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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
Community Cultural Tourism 23
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
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•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
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Implementing by pilot projects
• Projects are locally-lead, with MTCA contributing staff expertise
• No commitment to fund anything
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•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
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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
Community Cultural Tourism 31
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
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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
Community Cultural Tourism 33
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
Community Cultural Tourism 34
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 _______________________________
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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)
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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
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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
Community Cultural Tourism 38
Why Host the Junos?
Study estimates economic returns from the event at about $9.1 million in spending by locals and visitors.
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Essentials of Cultural Tourism 40
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
Community Cultural Tourism 41
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
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Your Comments and Questions
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THANK YOU
for your participation in this webinar