Regional Council - April 12 2012

Maximizing Resources through Collaboration

Transcript

1. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara   Maximizing Resources through Collaboration Presentation by Robin Garrett Regional Council April 12, 2012
2. The  Tourism  Partnership  of  Niagara   The Tourism Partnership of Niagara §  Established in 2010 as one of Ontario’s 13 Regional Tourism Offices (RTOs) by the Ontario government §  Represents all of the municipalities within the Regional Municipality of Niagara §  An independent, industry-led, not-for-profit organization responsible for working with tourism partners to enhance and grow Niagara’s tourism products and marketing activities 2
3. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
4. The  Tourism  Partnership  of  Niagara   Our Mandate §  Provide leadership and coordination to attract more visitors, generate more economic activity and create more jobs across the Niagara region 4
5. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
6. The  Tourism  Partnership  of  Niagara   •  Package development •  Festivals & events •  Brand •  Domestic & International •  Partnerships •  MC&IT •  Workforce training programs •  Governance •  Industry engagement •  Funding Working collabor atively Setting standards for success Investing wisely Reaching out Our Strategic Priorities 6
7. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
8. The  Tourism  Partnership  of  Niagara   Our Leadership Role World class marketing §  Lead brand marketing domestically and internationally §  Broadcast media §  Magazine lure §  OOH & transit §  Create packages and itineraries for target consumers §  Website §  Email §  Create common offers §  Advertising §  Website §  Attract blockbuster events §  Leverage our resources through partnerships §  Solicit major partnerships e.g. Air Canada, Canadian Tourism Commission (CTC), Ontario Tourism Marketing Partnership Corporation (OTMPC), Tourism Toronto, Regional government? 8
9. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
10. The  Tourism  Partnership  of  Niagara   visitniagaracanada.com Launching May 1st (see images in the Appendix) §  Stunning images showcasing every part of the region §  Featuring experiences and packages that will motivate travel §  Listings of events of all sizes from across the region §  Maps §  Pages for each municipality including a link §  Links to partners e.g. Niagara Sports Commission, bonjourniagara.com and many others §  Operator listings §  Piloting a reservation system (May to October) 10
11. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
12. The  Tourism  Partnership  of  Niagara   What the Region can do to grow tourism §  Attract investors … so we can develop the destination §  Invest in transportation … that makes it easy for consumers to get around §  Create a sense of arrival … beautification, greenery, signage, information services 12
13. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
14. The  Tourism  Partnership  of  Niagara   Our Role and the Region’s RFP Ac#vity   TPN   Region   Strategic  plan  for  tourism   ✔   Duplica9on   Website  for  the  region   ✔   Duplica9on   Consumer  marke9ng   ✔   Duplica9on   Travel  informa9on  centre   ✗   Municipali9es  be>er  equipped   to  deliver  this  service   ✔   BUDGET   $3.5M   $203k   14
15. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
16. The  Tourism  Partnership  of  Niagara   Why we did not bid §  We are not prepared to manage the information services at the Grimsby Gateway Centre … we are focusing our efforts on activities that generate a higher return on investment §  We are a lean organization and do not have plans to add staff to operate the Gateway 16
17. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
18. The  Tourism  Partnership  of  Niagara   Collaboration would avoid … §  Consumer confusion with two “official” tourism websites for the Niagara region §  Industry having to list on two websites §  Escalating cost of SEO/SEM to compete for the top spot 18
19. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
20. The  Tourism  Partnership  of  Niagara   Our funding formula for 2013/14 §  $500k base funding §  $3M performance-based funding §  Up to $600k in partnership funding if matched by industry, municipal or federal government §  Total budget could reach $4.7M 20
21. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
22. The  Tourism  Partnership  of  Niagara   The Opportunity §  Regional government investment in RTO activities would be doubled through matching provincial funding §  Activities would be aligned §  Leverage our collective resources §  Let’s collaborate, not compete! §  Don’t award the contract … let’s go back to the negotiating table 22
23. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara  
24. The  Tourism  Partnership  of  Niagara   Contact information §  Consumer website: visitniagaracanada.com §  Industry website: NiagarasRTO.com §  Email: Robin.Garrett@NiagarasRTO.com §  Twitter: @TPNCEO §  Phone: 905-328-1771 §  Address: 5881 Dunn Street, Niagara Falls §  Sign-up to receive our e-news at NiagarasRTO.com §  May 1st Stakeholder meeting … unveiling spring/ summer marketing campaign 24
25. The  Tourism  Partnership  of  Niagara   Appendix 1 Samples of marketing & new website 25
26. The  Tourism  Partnership  of  Niagara   Globe & Mail ad April 7th double page 26
27. The  Tourism  Partnership  of  Niagara   Magazine Lure Coming May 1st 27
28. The  Tourism  Partnership  of  Niagara   visitniagaracanada.com Launching May 1st 28
29. The  Tourism  Partnership  of  Niagara   visitniagaracanada.com Rotating masthead featuring every municipality 29
30. The  Tourism  Partnership  of  Niagara   Experiences by consumer segment 30
31. The  Tourism  Partnership  of  Niagara   Events of all sizes and from across the region 31
32. The  Tourism  Partnership  of  Niagara   Maps Exploring mobile app to layer wine, culinary, cycling, hiking, gardens, arts & culture 32
33. The  Tourism  Partnership  of  Niagara   Every municipality featured with links 33
34. The  Tourism  Partnership  of  Niagara   Appendix 2 The Tourism Partnership of Niagara Board of Directors 34
35. The  Tourism  Partnership  of  Niagara   Board of Directors Dragan Matovic (Chair) Chairman & CEO Halex Ventures Inc. Anthony Annunziata Vice President of Marketing Marriot Fallsview and Spa/Sheraton Fallsview Hotels Lee Carr Director of Sales & Marketing Skylon Tower Hillary Dawson President Wine Council of Ontario Tish DiBellonia Managing Partner Americana Conference Resort & Spa Anna DiCienzo Vice President of Sales Canadian Niagara Hotels Inc. Vince DiCosimo Owner Operator Hilton Niagara Falls Rick Dritsacos Owner Operator Comfort Inn Fallsview Greg Medulun Director of Communications Fallsview Casino Resort Sue Murray President Niagara Finest Inns 35
36. The  Tourism  Partnership  of  Niagara   Board of Directors (continued) David Oakes Director of Economic Development & Tourism Service City of St. Catharines JD Pachereva General Manager Twenty Valley Tourism Association Kerry Painter President and General Manager Scotiabank Convention Centre Valerie Taylor Director of Marketing & Communications Shaw Festival Janice Thompson Executive Director NOTL Chamber of Commerce and Visitor & Convention Bureau Wayne Thomson Chair Niagara Falls Tourism Bram Cotton Executive Director Niagara Sports Commission Linda Welsh General Manager FourPoints Suites by Sheraton Helen Young Inn Keeper Inn on the Twenty Robin Garrett CEO The Tourism Partnership of Niagara 36
37. The  Tourism  Partnership  of  Niagara   Appendix 3 Bios of Chair and CEO 37
38. The  Tourism  Partnership  of  Niagara   38
39. The  Tourism  Partnership  of  Niagara   39