tofino resort development strategy
TRANSCRIPT
TOFINO
RESORT DEVELOPMENT
STRATEGY
District of Tofino 2019-2021 Resort Development Strategy 1 | P a g e
District of Tofino 2019-2021 Resort Development Strategy 2 | P a g e
Contents
1. BACKGROUND .......................................................................................................................................... 3
HISTORY ................................................................................................................................................................................ 3
COMMUNITY ........................................................................................................................................................................ 3
TOURISM CONTEXT .............................................................................................................................................................. 3
SWOT ANALYSIS ................................................................................................................................................................... 6
2. VISION ....................................................................................................................................................... 8
3. GOALS ....................................................................................................................................................... 8
4. STAKEHOLDER CONSULTATION .............................................................................................................. 9
5. LINKAGES TO OTHER PLANS ................................................................................................................... 10
6. RMI PROJECT OVERVIEW ...................................................................................................................... 12
7. THREE-YEAR RMI FINANCIAL PLAN ........................................................................................................ 24
8. APPENDIX – STAKEHOLDER LETTERS OF SUPPORT ................................................................................ 25
Tofino Resort Development Strategy 2019-2021 3
1. BACKGROUND
The District of Tofino is situated at the northern tip of the Esowista Peninsula and is within the Clayoquot Sound region - one of the most spectacular wilderness areas in North America. Clayoquot Sound (a UNESCO Biosphere Reserve) is the largest area of ancient temperate rainforest remaining on Vancouver Island and its lush old growth forests and magnificent beaches abound with both marine and terrestrial wildlife.
Access to Tofino from the east part of Vancouver Island is via Highway 4 or via air, either by float plane service from the harbour or from the Tofino-Long Beach Airport.
HISTORY
The Nuu-chah-nulth First Nations have made Clayoquot Sound their home for several thousand years. The Tla-o-qui-aht Village of Opitsaht (across the water from Tofino on Meares Island) is thought to have been continuously inhabited for at least the past 5,000 years, according to carbon dating of a long-buried stash of discarded clamshells. Tla-o-qui-aht people have occupied the area of Meares Island, Tofino, Long Beach and beyond as far as Sutton Pass, what is now known as Highway 4 west of Port Alberni. The word Clayoquot comes from Tla-o-qui-aht. The Tla-o-qui-aht Nation and its people are a nation with over 1200 members. As a traditionally strong nation, the Tla-o-qui-aht’s teachings continue to honour the traditional governance of their Ha’wiih (Hereditary Chiefs). Post-contact, Tofino developed as a small fishing, timber and mining town. Following the decline in resource harvesting in the 1980s, 'ecotourism' recreational activities have become an important sector in the region's economy, including activities such as whale watching, kayaking, boating, wildlife viewing, diving, surfing, storm-watching, and recreational sport fishing.
COMMUNITY
Tofino is home to approximately 1932 year-round residents (Census 2016), many of whom are directly employed in the tourism industry. Much of the new growth in population is a direct result of amenity based migration and the lifestyle afforded by the abundance of natural and cultural amenities in the region. In 2016, the median age of Tofino residents was 35.9 years, compared to the BC median age of 43 years. Apart from its spectacular natural amenities, Tofino has a robust cultural scene, playing host to numerous annual cultural events related to the culinary arts, natural environment, and performing arts and visual arts, which are also well attended by the local community.
TOURISM CONTEXT
The tourism industry continues to play a significant role in the BC economy overall. In 2015, tourism employment grew to 134,300 jobs, and tourism export revenue was estimated at $4.2 billion. The RMI communities, of which Tofino is one, contribute 29% ($265M) of the tourism taxes in the province annually and generate 30% of the
Tofino Resort Development Strategy 2019-2021 4
tourism export revenues ($1.97B) annually.1 On Vancouver Island, BC residents account for 66% of total visitation and 41% of spending. Other major markets include US residents, other Canadians, and overseas visitors.2 Visitors to Tofino originate primarily from BC (72% in spring 2016, 71% in autumn). In autumn, 34% of the visitors were 20-29 years, whereas in the spring, the age ranges were more spread out. Beaches were identified as the most visited attraction and participated activity in both spring and fall. The most popular attractions, year-round, were identified as beaches, followed by dining out, and parks and trails; the most popular activity indicated was beach activities (approximately 80%) followed by hiking, self-guided sight-seeing, and shopping (approximately 50%), with participation in other activities such as surfing, whale watching and culinary tasting as approximately 20-25% of activities. For visitors that attended events, the majority of the events identified were ‘other personal/family events.’
When asked to rate performance versus importance of a number of features in their decision to visit Tofino, visitors indicated that performance exceeded the perceived importance of all features, and the overall satisfaction rating was 4.9 out of 5 (spring and fall visitor surveys).
The recently released Economic Impact of Tourism in Tofino report3 indicates that approximately 600,000 visitors travelled to Tofino in 2018, spending $295 million. Of these, 522,400 were overnight visitors while 76,600 were day visitors. During July and August Tofino hosted an average of 6,600 visitors each day.
Tofino’s tourism industry also supports 2,670 direct jobs, or 1,720 full-time equivalent jobs, which generate $60 million in wages annually.
1 Whistler Centre for Sustainability’s RMI key messages 2018. 2 Destination BC: South Central Island Situation Analysis, 2017 3 Tourism Tofino: Economic Impact of Tourism in Tofino, March 2019
Tofino Resort Development Strategy 2019-2021 5
Destination BC Motivating Experiences4 Destination BC identified the following motivating experiences for visitors to the Tofino/South Central Island region. These trends are important considerations for Tofino in identifying priority investments for the Resort Development Strategy.
The marine playground captures the extraordinary range of boating experiences from the relatively placid
waters of the Salish Sea to the wild, untamed open Pacific of the Island’s west coast. Islands and
archipelagoes are highly conducive to tourism activities, with power boating, sailing, diving, fishing, wildlife
viewing and sightseeing drawing visitors from around the world.
Nature-based adventures are built around the coastal temperate rainforest, unique biodiversity
characteristics and a complete range of land-based visitor experiences from mountain to coastal and back
country to front country. The national, provincial and local park systems provide a sustainable land base and
are important for drawing visitor interest.
Indigenous tourism is in an emergent phase in the region, with numerous destination attractions and the rich
cultural traditions of the Nuu-chah-nulth and Coast Salish peoples, it has exceptional potential for expanding
the experiences sought by the key Cultural Explorer market.
The history of settlement and industry is multi-faceted and ever evolving as the region transitions from the
mining, fishing and forestry foundations of the past to new economic activities. Early explorers and
settlement activities have their own set of fascinating stories that have strong appeal for US and overseas
markets in particular.
Coastal creativity refers to the dynamic arts, crafts and cultural sectors that have attracted thousands of
entrepreneurs and independent-minded tourism operators over the years. Whether it be world-class
artisans, dynamic farmers markets, growing small-scale food production, innovative restaurants or a vibrant
performing arts and festival scene, coastal creativity is a foundational experience for South Central Island
visitors.
Visitors to Vancouver Island and the South Central Island planning area in particular, quickly experience the
relaxed, safe and welcoming island-coastal lifestyle. The distinctive small communities have their own
charm that resonate with visitors for their genuine authenticity and complement the regional service centre
of Nanaimo.
4 Destination BC: South Central Island Destination Development Strategy (March 2018)
Tofino Resort Development Strategy 2019-2021 6
SWOT ANALYSIS This SWOT analysis provides an overview of the internal and external factors impacting a successful tourism economy in Tofino. This information was gathered from the input from the community survey, interviews with stakeholders, and visitor survey information provided by Tourism Tofino.
Strengths Weaknesses
Inte
rnal
Natural assets
Ocean, surf, beaches
Pacific Rim National Park Reserve
Tla-o-qui-aht Tribal Park
Clayoquot Sound; designated UNESCO Biosphere Region
Wildlife
Beauty
Intact coastal rainforest Recreation/activities
Unique outdoor experiences/tours
Trails Arts, culture and heritage
Numerous festivals and events
Natural and cultural heritage
Indigenous culture
West Coast N.E.S.T. initiative
Accommodation and food
Over 1500 units of diverse accommodation
Diverse food scene/culinary experiences Transportation/Infrastructure
Shuttle service use increasing
Multi-Use Path Services
Broad mix of locally owned and unique stores
Growing array of made-in-Tofino products Community
Tourism has matured in the community
Strong relationship with neighbouring First Nations
Authentic community; happy; strong identity
Strong non-profit organizations
Strong local economy
Infrastructure
Challenges with long-term water supply and liquid waste management, especially in summer months
Transportation access to Tofino (Highway 4; air) has risks (including current construction project); lack of options
Linear nature of community makes it not as walkable
Parking challenges/some people park for multiple days
Peak time congestion Costs/affordability
Persistent affordable housing challenges
Lack of lower priced accommodation
High cost of living impacting quality of life Impacts on natural environment
Impacts on natural environment are being felt (e.g. increase in shellfish closures)
Increased waste/garbage
Increasing human-wildlife conflicts
Traffic and congestion at beaches and downtown in the summer
Community/demographics
Increasing number of events causing volunteer burnout
Still lack of understanding among some residents of the value of tourism
Lack of staff during peak season
Understaffed businesses
Locals unhappy
Real or perceived conflicts between residents and visitors
Living wage is high and has increased
Tofino Resort Development Strategy 2019-2021 7
Other
Strong spending by visitors
Consistently high visitor satisfaction
Tofino brand is well known
Visitation increasing year over year
Year-round destination
Increased compliance with short term nightly rental regulations
Ability to get through/move past negative incidents/tragedies
Other
Lack of local food/food security
Overcapacity/overtourism in peak seasons
Limited medical services capacity
Opportunities Threats
Ext
ern
al
Visitors more environmentally conscious
Diminished strength of the Canadian dollar relative to other currencies
Emerging country travel markets such as Asia
Increased interest in off-peak season travel
Growth in interest in educational and experiential tourism
Millennial demographic desires an experiential travel experience
E-bikes will be allowed in the Park
International recognition for UNESCO biosphere
Increasing interest in accessible experiences and accessibility overall
Risk of tsunami
Climate change impacts
May not be meeting needs/interests of increasingly multicultural markets
Continued reliance on tourism economy may limit economic diversity
Changing travel preferences for aging travelers
Increasing competition from emerging markets and other BC regions
Increasing tourism damaging natural environment
Consumer confidence a bit low
Tofino Resort Development Strategy 2019-2021 8
2. VISION
Tofino’s long-term vision for the development of the resort community is articulated as:
Tourism in Tofino is built upon a foundation of exceptional year-round experiences that uplift bodies,
minds and spirits, connecting visitors to Tofino’s community, genuine west coast peoples, cultures and
unique natural places.
3. GOALS
The following are the goals of the 2019-2021 Resort Development Strategy:
Goal: Measured by:
Goal #1: Enhance tourism in such a way that it aligns
with resident, community and regional values.
Visitor satisfaction related to community values –
measured in visitor survey.
Goal #2: Strengthen recognition of and partnerships
with Indigenous nations in whose traditional territories
we operate.
Number of partnership projects
Goal #3: Increase sustainable and responsible tourism
practices that minimize climate impacts in our
infrastructure, programs and projects.
Number of sustainability projects implemented
Goal #4: Increase awareness of Tofino’s west coast
cultures and eclectic community character.
Number of visitors – Visitor Centre measurement Visitor satisfaction – measured in visitor survey
Goal #5: Enhance visitors’ experience, satisfaction and
safety as they are interacting with the natural
environment.
Visitor satisfaction – measured in visitor survey
Goal #6: Build local tourism assets that increase
accessibility and promote physical activity.
Visitor satisfaction – measured in visitor survey
Number of existing and new accessible tourism
assets
Tofino Resort Development Strategy 2019-2021 9
4. STAKEHOLDER CONSULTATION
The 2019-2021 RDS was developed based on the following consultation: 1. On-line survey with 76 responses (input on SWOT, desired outcomes of tourism, concerns, current and
potential RDS projects) 2. Five key tourism stakeholder interviews (input on SWOT, desired outcomes of tourism, concerns, current
and potential RDS projects) including interviews with Surfrider Pacific Rim. 3. Engagement with the Tofino RDS Advisory Group:
Meeting #1 to discuss current situation, review RDS goals, and review current and proposed RDS projects
Advisory Group workshop to review current situation; confirm RDS vision and goals; review survey input (including project ideas); and identify, discuss and prioritize RDS projects
Review of the draft RDS 4. A letter of support from the Clayoquot Biosphere Trust, who were also a member of the RDS Advisory
Group. 5. Meeting with Ahousaht First Nation on April 3rd to present and discuss the RDS. 6. Draft RDS made available online for community review and comment
The RDS Advisory Group comprised the following members, whose valuable expertise and input greatly contributed to the development of the RDS:
Nancy Cameron – Executive Director, Tourism Tofino
Jen Dart – Executive Director, Tofino Chamber of Commerce
Richard Giele – Visitor Services Team Leader, Pacific Rim National Park Reserve
Rebecca Herwitz – Executive Director, Clayoquot Biosphere Trust
Saya Masso – Manager of Lands and Resources, Tla-o-qui-aht Nation
April Froment – Manager of Public Spaces, Cultural and Visitor Initiatives, District of Tofino
Al Anderson – Councilor, District of Tofino
Josie Osborne – Mayor, District of Tofino
Letters of support from Tofino tourism stakeholders are attached in the appendix.
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5. LINKAGES TO OTHER PLANS The District has undertaken significant planning work related to tourism, culture and overall community sustainability. The following related planning documents were reviewed for inputs into this iteration of Tofino’s Resort Development Strategy.
VISION T O ACT ION (V2A); TOFI NO’S IN TEGR ATED COM MU NITY SUS TAI NAB ILIT Y PLAN (2014)
TOFI NO’S TOUR ISM MA STER PLAN (2014)
TOFI NO EVE NT STRA TEGY (2015)
TOFI NO’S ARTS A ND CU LTURE MA STER PLAN (2013)
TOFI NO’S HERITAGE MAST ER PLAN (2013)
POINT OF VIEW: TOF INO’S PUBLIC ART POLICY A ND PROGRAM (2014)
TOFI NO’S OF FICI AL COM MU NITY PLAN (2014)
TOFI NO’S WAYF INDING SIGNAGE PLA N (2015) DRAFT
TOFI NO’S AG E FRIEN DLY ACTION PLA N (2013)
TOFI NO DOWNTOWN VITA LI ZAT ION PLAN (2011)
TOFI NO MA IN STREE T CO NCEP T PLA N (2013)
DISTRICT OF TOFI NO 2015-2018 CORPORATE STRATEG IC PLAN (2015)
TOURISM TOFINO 2012-2014 BUSINESS PLAN
SOUTH CENTRAL ISLAND DESTINATION DEVELOPMENT STRATEGY
Tofino’s RDS specifically aligns with the new Provincial Tourism Strategic Framework by: Supporting People and Communities
Reconciliation through Tourism o Preserve and promote the living culture and rich heritage of Indigenous peoples through tourism.
Support for Communities o Help communities grow and manage tourism through destination development o Continue to invest in arts, culture, heritage, sport, and multicultural events and festivals.
Sustainably Growing the Visitor Economy
Build a Better and Sustainable Tourism Destination o Support sustainable tourism growth through destination development including new product
development and enhanced tourism infrastructure and amenities. Respecting Nature and the Environment
Sustaining “Super Natural British Columbia” o Enable the tourism sector to develop and adopt common sustainability policies and practices. o Reduce tourism emissions and waste.
Support tourism viability in BC’s natural spaces o Ensure the long-term sustainability of B.C.’s outdoor recreation experiences including BC Parks
and provincial recreation sites and trails
Tofino Resort Development Strategy 2019-2021 11
The 2019-2021 RDS goals align with the overall tourism goals for Tofino, articulated in Tofino’s Tourism Master Plan.
Tourism Focus Area Goals (2014-2024)
To
uri
sm
Ne
ed
s to
Su
pp
ort
COMMUNITY WELLBEING. Tofino is a
healthy, resilient, culturally rich community
with appropriate infrastructure and diverse
personal and economic opportunities to
achieve a high quality of life.
NATURAL ENVIRONMENT. Regional ecosystems
are healthy, enhanced by leading stewardship practices, and celebrated through experiences offered in Tofino’s unique setting.
To
uri
sm
Ne
ed
s to
De
liv
er
V ISITOR ECONOMY AND EXPERIENCE. Tofino provides exceptional visitor experiences, a diversity of offerings and a strong value proposition to visit the area during summer months and throughout the year.
To
uri
sm
Re
qu
ires
CAPACITY TO DELIVER. Tofino has the right resources, capacity and partnerships to deliver on all
the tourism goals.
Tofino Resort Development Strategy 2019-2021 12
6. RMI PROJECT OVERVIEW
FUNDING ALLOCATION For the updated 2019-2021 RDS, overall anticipated revenue has been apportioned in the following manner:
77% ($3,090,533) - Resort Infrastructure (Capital Projects) 22% ($898,773) - Resort Services (Programs and Events) 1% (30,000) – Administration Resort Infrastructure projects represent the largest segment of the RDS, and include both small and large capital projects related to the following categories: downtown vitalization; water access, beach and trail improvements; signage; arts and culture infrastructure; transportation; and sustainability projects. Resort Services projects include the following categories: arts, culture and heritage programming; transportation services; and education and training. It is important to note that the strategy is not intended to be prescriptive, particularly as it relates to capital infrastructure projects, but rather it provides a description of the general areas of visitor related capital investment linked to Tofino’s community and tourism goals. The identified projects, goals and performance evaluation strategy outlined in the new 2019-2021 RDS are consistent with Tofino’s tourism vision and goals while continuing to build on the successes of the projects already underway through the previous 2015-2017 RDS.
Tofino Resort Development Strategy 2019-2021 13
Tofino Resort Development Strategy 2019-2021 14
Project 1
Project Title Downtown Vitalization RMI Project Goal Tourism Infrastructure
Project description The Downtown Vitalization project will continue to create public space amenities throughout the village core, including additional pedestrian/vehicular linkages to connect to a network of village public spaces. It will also include enhancements to the seasonal market, providing additional space and opportunities for attracting tourists to local products.
Project rationale Bringing visitors to the village core and creating an enjoyable and multi-faceted experience will help to enhance their overall visitor experience in Tofino. Increasing numbers of visitors are attracted to the west coast to experience the unique community culture, therefore providing infrastructure that encourages people to go to the village core and allows them to move around easily, as well as providing diverse experiences, is an important component of Tofino’s tourism.
Project status Ongoing project - new tasks
Project milestones Anticipated Start Date 2019
Anticipated Completion
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #4: Increase awareness of Tofino’s west coast cultures and eclectic community character. Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
Attract visitors, encourage longer stays, broaden appeal of destination
Accessibility-related project (describe)
Downtown Vitalization projects will include increased accessibility through the use of universal design.
Additional benefits (describe)
Physical enhancements to support the seasonal market will provide additional opportunities for local entrepreneurs to showcase and market their products, which contributes to livelihoods.
Performance Measurement (please include measures used to evaluate project)
Increased visitation/return visitation – # of visitors (MRDT; visitor survey) Improved visitor experience – visitor satisfaction/net promoter score Number of people using the pedestrian-vehicular linkages Number of people attending the seasonal market Number of vendors at the seasonal market
Project Lead/Manager District of Tofino – Manager of Public Spaces, Cultural and Visitor Initiatives
Funding sources Total RMI funding $980,403
MRDT funding (if applicable)
$0
Other Provincial funding ((i.e. provincial agencies such as DBC or Creative BC)
Municipal funding $100,000
Other (please identify) $100,000 Rural Div Funding - Design
Total cost of project $1,080,403
Tofino Resort Development Strategy 2019-2021 15
Project 2
Project Title Water Access, Beach and Trail Improvements RMI Project Goal Tourism Infrastructure
Project description This project includes trail and path development and enhancements including the development of a central pedestrian/cycling Multi-Use Path to encourage visitors to walk, bike or shuttle within Tofino. The extension of Tofino’s MUP to connect with Pacific Rim National Park will be a key project for this RDS term. The Water Access, Beach and Trail Improvement project also includes additional washroom, change room and shower facilities to support recreational activities, and engaging with Tla-o-qui-aht to explore partnership opportunities to make physical improvements to the Big Tree Trail and the dock. A potential pilot project to further enhance the visitor experience at beaches is a coloured wheelbarrow share program, which will allow visitors to use wheelbarrows to move their beach equipment (firewood, surfboards, paddleboards, etc.) from their vehicles to the water.
Project rationale Improved path and trail infrastructure will help reduce parking and traffic congestion as visitors choose to walk, bike or shuttle instead of drive. The number one attraction visited in Tofino is the beaches. Improved water access, beach and trail infrastructure will provide increased opportunities for recreation and interaction with the natural environment, and additional washrooms, change rooms and showers will help to enhance the visitor experience. Improvements to the dock will provide easier water access and encourage greater visitation to the Big Tree Trail.
Project status Ongoing project with addition of the dock enhancement and possible wheelbarrow pilot project.
Project milestones Anticipated Start Date 2019
Anticipated Completion Ongoing
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #2: Strengthen recognition of and partnerships with Indigenous nations in
whose traditional territories we operate.
Goal #5: Enhance visitors’ experience, satisfaction and safety as they are
interacting with the natural environment.
Goal #6: Build local tourism assets that increase accessibility and promote
physical activity.
Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
2. Deliver remarkable visitor experiences
3. Implement sustainable tourism projects and initiatives
Accessibility-related project Trail improvements will consider accessibility and include accessible trails.
Additional benefits (describe)
Enhancing the Big Tree Trail and dock will support tourism opportunities for the Tla-o-qui-aht, and increase visitor awareness of Tla-o-qui-aht culture. Increased retention of natural shoreline also be an additional benefit.
Performance Measurement (please include measures used to evaluate project)
Improved visitor experience Number of metres of additional trails Reduced traffic and parking congestion (number of vehicles parked; visitor satisfaction from visitor survey) New washroom/change room/shower facilities built Dock is enhanced Wheelbarrow share program is launched and frequency of use monitored Reduced complaints re: burning of driftwood reported to the District
Project Lead/Manager District of Tofino - Manager of Public Spaces, Cultural and Visitor Initiatives
Tofino Resort Development Strategy 2019-2021 16
Funding sources Total RMI funding $1,269,179
MRDT funding (if applicable)
Other Provincial funding $1,000,000 Bike BC
Municipal funding
Other (please identify) $2,276,726 Federal Grant; $250,000 Community Works Fund; $385,115 ICET Grant
Total cost of project $5,181,020
Tofino Resort Development Strategy 2019-2021 17
Project 3 Project Title Signage RMI Project Goal Tourism Infrastructure
Project description The Signage Project includes additional visitor wayfinding signage and information, and replacement of and improvements to beach access and interpretive signage.
Project rationale A consistent sign regimen will enhance the tourist experience by effectively assisting visitors to orient themselves to the physical environment as well as aid navigation from place to place. A number of the current beach entrance signs need to be upgraded and replaced to provide consistency and to meet the design and aesthetic standards of the District, and to provide better information about the community for the visitor.
Project status Ongoing project
Project milestones Anticipated Start Date 2019
Anticipated Completion Ongoing
Project goal and how relates to the
Program’s Outcomes
Project Goal(s): Goal #4: Increase awareness of Tofino’s west coast cultures and eclectic
community character.
Goal #5: Enhance visitors’ experience, satisfaction and safety as they are
interacting with the natural environment.
Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
Accessibility-related project (describe)
N/A
Additional benefits (describe)
Some of the updated signage could include information about Tofino’s sustainability practices, which would increase visitor awareness of those practices.
Performance Measurement (please include measures used to evaluate project)
Improved visitor experience - visitor satisfaction/net promoter score
Number of new wayfinding signage projects Number of beach signs that are replaced Number of signs that include information about sustainability practices
Project Lead/Manager District of Tofino staff
Funding sources Total RMI funding $206,347
MRDT funding (if applicable)
Other Provincial funding ((i.e. provincial agencies such as DBC or Creative BC)
Municipal funding
Other (please identify) Grants and partnerships TBD
Total cost of project $206,347
Tofino Resort Development Strategy 2019-2021 18
Project 4 Project Title Arts and Culture Infrastructure RMI Project Goal Tourism Infrastructure
Project description The Arts and Culture Infrastructure project area supports the development of physical assets and spaces that support cultural products or activities. These projects will include:
Covered outdoor space(s) for events
Public art, murals, streetscape elements
Culture and heritage facilities enhancement, including Tla-o-qui-aht First Nations culture
Project rationale 20-60% of visitors to Tofino indicated that they visit arts and culture attractions. Destination BC has identified coastal creativity (dynamic arts, crafts and cultural sectors) as a foundational experience for South Central Island visitors. Increased infrastructure to expand arts and culture offerings throughout the year, and to allow showcasing of more artists and art types, including Tla-o-qui-aht culture, will provide more diverse experiences to visitors.
Project status Projects completed have included Public Art projects, and a significant First Nation’s totem pole installation completed in partnership with Tla-o-qui-aht First Nation.
Project milestones Anticipated Start Date Year 2
Anticipated Completion Ongoing
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #2: Strengthen recognition of and partnerships with Indigenous nations in
whose traditional territories we operate.
Goal #4: Increase awareness of Tofino’s west coast cultures and eclectic
community character.
Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
Attract visitors, encourage longer stays, broaden appeal of resort
2. Deliver remarkable visitor experiences
Deliver programs or events that contribute to a positive visitor experience;
showcase local and Indigenous culture
Accessibility-related project N/A
Additional benefits (describe)
This project will continue to strengthen our partnership with Tla-o-qui-aht and support their efforts to showcase their culture
Performance Measurement (please include measures used to evaluate project)
Extended/diversified tourism season - incremental room revenue growth in
non-peak seasons
Increased visitation/return visitation - visitor numbers (MRDT, visitor survey)
Improved visitor experience - visitor satisfaction/net promoter score
Covered outdoor space built and used Number of new public art installations Number of First Nations art/culture pieces showcased
Project Lead/Manager District of Tofino staff
Funding sources Total RMI funding $250,632
MRDT funding (if applicable)
Other Provincial funding
Municipal funding TBD
Other (please identify) Grants TBD
Total cost of project $250,632
Tofino Resort Development Strategy 2019-2021 19
Project 5 Project Title Transportation Infrastructure RMI Project Goal Tourism Infrastructure
Sustainability Project
Project description This project is about providing infrastructure for more sustainable transportation, including implementation of infrastructure to support more multi-modal transportation for visitor traffic. Infrastructure will also include multi-modal bus stops, EV charging stations, kayak launch improvements and covered bike racks.
Project rationale Providing infrastructure that encourages and facilitates visitors getting around by alternatives to the private automobile will ease congestion, parking challenges, as well as impacts on the environment and climate. Enhancing facilities for activities such as kayaking and cycling will also offer an improved visitor experience.
Project status New project
Project milestones Anticipated Start Date Year 2
Anticipated Completion
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #1: Enhance tourism in such a way that it aligns with resident, community
and regional values.
Goal #3: Increase sustainable and responsible tourism practices that minimize
climate impacts in our infrastructure, programs and projects.
Goal #6: Build local tourism assets that increase accessibility and promote
physical activity.
Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
3. Implement sustainable tourism projects and initiatives
Minimize tourism impacts, mitigate climate change
Accessibility-related project (describe)
Universal design
Additional benefits (describe)
Performance Measurement (please include measures used to evaluate project)
Improved sustainability – number of new sustainability projects
Improved visitor experience – visitor satisfaction/net promoter score
Number of visitors using the enhanced kayak and bike infrastructure
Number of visitors indicating they use alternatives to their car to get around the
community
Project Lead/Manager District of Tofino staff
Funding sources Total RMI funding $340,000
MRDT funding (if applicable)
Other Provincial funding ((i.e. provincial agencies such as DBC or Creative BC)
Municipal funding TBD
Other (please identify) Grants TBD
Total cost of project $340,000
Tofino Resort Development Strategy 2019-2021 20
Project 6
Project Title Sustainability Projects RMI Project Goal Tourism Infrastructure
Sustainability Project
Project description These projects include infrastructure that improves the sustainability of the facilities used by visitors, and include initiatives such as:
conservation and waste management infrastructure (e.g. rainwater cisterns and infrastructure for zero waste events)
solar power at S. Chesterman beach washroom
space for marine debris drop-off
emergency preparedness initiatives
Project rationale Reducing impact on the natural environment through infrastructure that increases conservation and reduction will increase the sustainability of the community and the ability to continue to offer amenities. Having infrastructure that is easily seen by visitors will also increase awareness of sustainable practices and influence responsible tourism. It was also identified that there is a growing demographic of visitors to Tofino who are sustainability minded.
Project status New project
Project milestones Anticipated Start Date 2019
Anticipated Completion
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #1: Enhance tourism in such a way that it aligns with resident, community
and regional values.
Goal #3: Increase sustainable and responsible tourism practices that minimize
climate impacts in our infrastructure, programs and projects.
Program Outcome(s): 3. Implement sustainable tourism projects and initiatives
Minimize tourism impacts, mitigate climate change, strengthen or restore
natural environ
Increase awareness of sustainable practices; influence responsible tourism
Accessibility-related project (describe)
N/A
Additional benefits (describe)
Involving visitors in initiatives such as picking up and dropping off marine debris will foster a sense of stewardship and connection to the community
Performance Measurement (please include measures used to evaluate project)
Improved visitor experience - visitor satisfaction/net promoter score
Number of new sustainable infrastructure projects Amount of waste diverted at events – kg of waste diverted Increased number of “zero waste” events hosted in Tofino
Project Lead/Manager District of Tofino staff
Funding sources Total RMI funding $60,000
MRDT funding (if applicable)
Other Provincial funding
Municipal funding TBD
Other (please identify) Grants TBD
Total cost of project $60,000
Tofino Resort Development Strategy 2019-2021 21
Project 7
Project Title Arts, Culture, Heritage and Event Programming RMI Project Goal Tourism Programs, Service or Events
Project description This program enhances arts, culture and heritage experiences, including Indigenous cultural experiences, by providing additional programming, especially during the shoulder seasons. It also includes the implementation of the Tofino Event Strategy and the Tofino Arts, Culture and Heritage Strategy. New planned programs include cultural and heritage walking tours of Tofino, animation of parks and public spaces and dispersion through programmed performances; live music, artists in action, temporary installations. The District will continue to develop and increase the quality and sustainability of Tofino’s vibrant event sector, with a focus on off-season and shoulder-season events.
Project rationale 20-60% of visitors to Tofino indicated that they visit arts and culture attractions. Destination BC has identified coastal creativity (dynamic arts, crafts and cultural sectors) as a foundational experience for South Central Island visitors. Enhancing arts, culture and heritage programming, especially during the shoulder seasons, will help to extend the tourist season, disperse visitation from the busy summer months, and provide additional offerings to all visitors.
Project status Ongoing project (from previous RDS)
Project milestones Anticipated Start Date 2019
Anticipated Completion
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #2: Strengthen recognition of and partnerships with Indigenous nations in
whose traditional territories we operate.
Goal #4: Increase awareness of Tofino’s west coast cultures and eclectic
community character.
Program Outcome(s): 1. Develop and/or enhance tourism infrastructure and amenities
Attract visitors, encourage longer stays, broaden appeal of resort 2. Deliver remarkable visitor experiences
Showcase local and Indigenous culture
Accessibility-related project N/A
Additional benefits (describe)
Enhanced arts, culture and heritage programming will provide additional opportunities for residents to showcase, and potentially sell, their work, therefore benefitting livelihoods.
Performance Measurement (please include measures used to evaluate project)
Extended/diversified tourism season - incremental room revenue growth in
non-peak seasons
Increased visitation/return visitation - visitor numbers (MRDT, visitor survey)
Improved visitor experience - visitor satisfaction/net promoter score Number of new arts, culture and heritage programs/experiences Number of events continued to be delivered Number of new events delivered Number of visitors attending events
Project Lead/Manager District of Tofino staff
Funding sources Total RMI funding $368,773
MRDT funding (if applicable)
$90,000
Other Provincial funding ((i.e. provincial agencies such as DBC or Creative BC)
Tofino Resort Development Strategy 2019-2021 22
Municipal funding TBD
Other (please identify) Grants TBD
Total cost of project $458,773
Project 8
Project Title Transportation Services RMI Project Goal Tourism Programs, Service or Events
Sustainability Project
Project description This project is a seasonal visitor oriented shuttle service that provides an alternative to the private automobile for guests, and includes:
The continued scheduled shuttle service during the summer months (July-September)
An expanded shuttle service will offer greater frequency during peak times in order to increase ridership and decrease traffic and parking congestion.
Integrated transportation services with resorts for guests
Project rationale Providing an alternative to the private automobile has many benefits including reduced impact to the environment and climate, and reduced traffic and parking challenges. It also offers an easy and stress-free way for guests to get between major resorts, campgrounds, local beaches and the village core.
Project status Ongoing project -- new expanded service
Project milestones Anticipated Start Date 2019
Anticipated Completion Ongoing
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #1: Enhance tourism in such a way that it aligns with resident, community
and regional values.
Goal #3: Increase sustainable and responsible tourism practices that minimize
climate impacts in our infrastructure, programs and projects.
Program Outcome(s): 2. Deliver remarkable visitor experiences
Ensure or improve accessibility (barrier free access)
3. Implement sustainable tourism projects and initiatives
Minimize tourism impacts, mitigate climate change
Accessibility-related project (describe)
Tofino is working toward accessible transportation initiatives wherever possible.
Additional benefits (describe)
The shuttle is well-used by visitors, reducing automobile use and helping to alleviate parking and traffic challenges.
Performance Measurement (please include measures used to evaluate project)
Extended/diversified tourism season - incremental room revenue growth in
non-peak seasons
Improved visitor experience - visitor satisfaction/net promoter score Shuttle ridership Rider satisfaction – visitor survey Number of additional shuttle trips/hours of operation
Project Lead/Manager District of Tofino
Funding sources Total RMI funding $465,000
MRDT funding (if applicable)
$20,000
Other Provincial funding
Municipal funding $120,000 Pay Parking Revenue; $45,000 Community Works Fund; $15,000 Taxation
Other (please identify) Grants TBD
Total cost of project $665,000
Tofino Resort Development Strategy 2019-2021 23
Project 9
Project Title Education and Training RMI Project Goal Tourism Programs, Service or Events
Sustainability Project
Project description This new program supports the development of educational training programs (e.g. tourism training for Indigenous community members, tourism training for youth), visitor-facing ambassador activities, and initiatives supporting educational programing for visitors (e.g. educational tourism programs and visitor safety programs).
Project rationale Improving residents’ understanding about tourism and their ability to provide better services to guests will enhance the visitor experience and knowledge about the community. Educational tourism has been identified as a growing interest of travelers, and will provide additional experiences and opportunities for visitors.
Project status New project
Project milestones Anticipated Start Date 2019
Anticipated Completion
Project goal and how relates to the Program’s Outcomes
Project Goal(s): Goal #1: Enhance tourism in such a way that it aligns with resident, community
and regional values.
Goal #2: Strengthen recognition of and partnerships with Indigenous nations in
whose traditional territories we operate.
Goal #4: Increase awareness of Tofino’s west coast cultures and eclectic
community character.
Goal #5: Enhance visitors’ experience, satisfaction and safety as they are
interacting with the natural environment.
Program Outcome(s): 2. Deliver remarkable visitor experiences
Accessible services, programs or events that contribute to a positive visitor experience; showcase local and Indigenous culture
3. Implement sustainable tourism projects and initiatives
Increase awareness of sustainable practices; influence responsible tourism
Accessibility-related project N/A
Additional benefits (describe)
Increased recruitment and retention of employees, increased employability/transferrable skills.
Performance Measurement (please include measures used to evaluate project)
Increased visitation/return visitation - visitor numbers (MRDT, visitor survey)
Improved visitor experience - visitor satisfaction/net promoter score Number of programs/classes delivered Number of people (youth, Indigenous community members) trained Number of visitors participating in educational tourism programs
Project Lead/Manager District of Tofino
Funding sources Total RMI funding $60,000
MRDT funding (if applicable)
Other Provincial funding ((i.e. provincial agencies such as DBC or Creative BC)
Municipal funding
Other (please identify) Grants and partnerships TBD
Total cost of project $60,000
Tofino Resort Development Strategy 2019-2021 24
7. THREE-YEAR RMI FINANCIAL PLAN
Tofino Resort Development Strategy 2019-2021 25
8. APPENDIX – STAKEHOLDER LETTERS OF SUPPORT