COMMUNITY TOURISM PLAN
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TABLE OF CONTENTS
EXECUTIVE SUMMARY ………………..…………….…6
INTRODUCTION ..……………………………………....7 WHY TOURISM ....………………....…………………...8 THE UXBRIDGE TOURISM COMMUNITY…...…....9 CURRENT TOURISM MARKET.……...………………12 TRAVELLER SEGMENT PROFILES ...…….…….….14
TOURISM CONCERNS …...... ……...... 17 TOURISM OPPORTUNITIES ...... 19 GOALS, OBJECTIVES AND ACTIONS ………..……22 APPENDICES…………………...………………….....…32
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A Message from Central Counties Tourism
I often reference the Township of Uxbridge when speaking about municipalities that understand the value of tourism as a community builder and economic driver. Since 2015, the town, its businesses and residents have created a visitor- centric environment through the completion of action items from the first Community Tourism Plan. Central Counties has been thrilled to be part of the development of new tourism products and experiences and proud to support the many investments being made to place Uxbridge firmly on the map as a destination of choice for visitors.
It was an honour being asked to facilitate the Community Tourism Plan Refresh for the Township of Uxbridge. Several months ago, I, along with Eleanor Cook from the Central Counties Tourism team, had the privilege of guiding an incredible group of tourism representatives from the municipality through a series of four sessions to determine the best trails that will continue to grow tourism receipts and create fantastic programming to be enjoyed by visitors and residents alike.
The end result of their efforts is this Community Tourism Plan Refresh document. It speaks to the knowledge that Uxbridge has something special to offer, the means to tell its many stories to audiences far and wide, and the personality to make visitors feel at home. Central Counties Tourism is looking forward to working with the Township of Uxbridge and its tourism partners to bring the action items from this plan to life.
Congratulations on being a shining example of what a community can do when it pulls together.
Chuck Thibeault Executive Director
Tourism Plan Refresh Working Group
John Perks York Durham Heritage Railway Don Andrews Tin Mill Restaurant, Tourism Advisory Committee Tess Dempster Lucy Maud Montgomery Society of Ontario Amy Stevenson Uxbridge Business Improvement Association Pat Neal Uxbridge Historical Centre John Fisher Durham Mountain Bike Association Mike Whiston Uxbridge Tourism Advisory Committee Craig Miller Tourism Advisory Committee Pamela Beach Councillor, Township of Uxbridge Dave Barton Mayor, Township of Uxbridge Lisa John-Mackenzie Township of Uxbridge Amanda Ferraro Township of Uxbridge Brandon Pickard Durham Tourism Kristyn Chambers Durham Tourism Chuck Thibeault RTO6 Central Counties Tourism Eleanor Cook RTO6 Central Counties Tourism
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Executive Summary In Spring 2019 members of Uxbridge Community Tourism Plan Working Group set out to create a refreshed plan for success for tourism in Uxbridge and determined the goal to be: ‘Tourism is a socio-economic driver for Uxbridge- Providing residents pride of place, fuelling business prosperity, and providing visitors a reason to come back again and again.’ The group recognized that there were four main steps required to position the Township to be able to set on a path to achieving the goal:
1. Maintain and enhance the physical municipal infrastructure to compliment the ‘Trail Capital of Canada’ visitor experience and prepare for growth.
2. Support and enhance existing tourism assets/products to drive additional visitation
3. Engage businesses/organizations and residents to collaborate and embrace a visitor-centric approach to strengthen the social infrastructure supporting tourism development
4. Collaborate with tourism-related businesses/organizations to collect visitor data to provide a clear view of the number of visitors and the quality of visits
These are the four objectives of the 2020-2022 Uxbridge Community Tourism Plan. Every successfully completed action item against objective moves the Township of Uxbridge closer to meeting the goal of the Plan (see page 22).
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Introduction
In 2015, the Township of Uxbridge adopted a three-year Community Tourism Plan as the foundation of a strong economic development initiative to build a dynamic and resilient local economy through tourism. This Community Tourism Plan achieved the following:
• Identifies and prioritizes tourism assets and markets • Identifies tourism industry stakeholders and agencies involved in tourism • Assigns roles and responsibilities to avoid duplication and gaps • Acts as a development framework for business, local government and other key organizations
In April 2019, a tourism working group was created in order to refresh the Plan. Representation of a cross section from all tourism sectors formed Uxbridge CTP Refresh Working Group and participated in a series of working sessions, industry presentations and strategic questionnaires.
The collaborating members of the group see this strategic tourism plan as a cornerstone for further tourism development discussions, opportunities and partnerships within the tourism stakeholder community to increase consumer visitation and spending in the Township of Uxbridge.
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Why Tourism?
The Tourism Industry Association of The Tourism Industry Association of Canada [TIAC] describes the tourism Ontario [TIAO] recently released the industry as a “dynamic and far reaching Travel and Destination Analytics Ontario sector whose economic impact helps to employ Canadians across the country. report, in partnership with Global Globally, it is one of the world’s most Payments Canada. The report also looks remarkable growth industries, with the vast at visitor spending trends in RTO6 [York, majority of destinations showing increased Durham and Headwaters]. Highlights for arrivals and tourism spending 2018 include: each year”. • Overall, visitors from the United
States [U.S.] continue to account for In Ontario, visitor spending totals over $26 billion-dollars representing 2% of GDP. In nearly half of the international inbound 2016 it generated $11 billion in tax spend for Ontario. revenues, employed more than 391,000 • The Greater Toronto Area, people in over 188,000 businesses and all Niagara, York, Durham and Headwaters major national tourism indicators account for 78.9 per cent of inbound increased, including visitation [+2.9%], spending in Ontario. tourism total spending in Canada’s 10 leisure markets [+4.6%], arrivals [+2.9%] • The top five inbound countries for and employment [+2.6%]. YDH are the U.S., China, Hong Kong, the United Kingdom and Korea. In Durham Region tourism visitation • These inbound visitors to YDH reached 4.1 million people in 2016, generating a total of $301 million in new count for 1.3 per cent of inbound revenue for our region. spending (versus 98.7 per cent domestically). Based on 2019 data research, visitation to Uxbridge generated over $8 million dollars in economic impact for the township.
INFO GRAPHICE SOURCE: ONTARIO MINISTRY OF HERITAGE, SPORT, TOUIRISM AND CULTURE INDUSTRIES, 2018 8 | Page
The Uxbridge Tourism Community
Tourism is the business of attracting and serving the needs of visitors; people traveling from and staying outside of their home communities for business or pleasure. The tourism sector is made up of many types of attractions, businesses, organizations, and activities, and has five key tourism components: Attractions, Businesses, Infrastructure, Hospitality, and Promotion.
1. Tourism Attractions
With federal designation by Industry Canada as The Trail Capital of Canada, Uxbridge Township welcomes thousands of hikers, cyclists, equestrians, skiers are attracted to over 220 kilometers of seasonally managed trails of all types on over 8,000 acres of protected greenspace.
A number of major trail systems pass through the Township, including the Oak Ridges and Trans Canada Trails, and the Greenbelt Cycling Route. A vibrant retail and community culture adds to the visitor experience, and 85% of residents are within a 10-minute walk, cycle or drive to a trail.
• Unique Shopping • Festivals and Events Historic Downtown Uxbridge UxCycle Uxbridge Fall Fair • Museums and Galleries Ontario Cup Race Uxbridge Historical Centre DMBA Demo Fest Preston Gallery Huck Finn Day Buckingham Gallery Local Food Month Springtide Music Festival • Culture and Heritage Uxbridge Scottish Festival York Durham Heritage Railway Uxbridge Studio Tour Thomas Foster Memorial Farmers of Uxbridge Night Leaskdale Manse National Historic Site Uxbridge Craft Beer Hitsfest Uxbridge Music Hall Art In the Park Self-guided Historic Tour • Outdoor Sport and Recreation • Arts Community Wooden Sticks Golf Course Independent Studio Artisits Goodwood Kartways Celebration of The Arts Pathways on Pleasure Valley The Roxy Theatre Durham Regional Forest Self-guided Art Tours Greenbelt Cycling Route Trans Canada Trail
Dagmar Resort • Agri Tourism Ski Lakeridge Hy-Hope Farm Uxbridge Pump and Skate Park Brooks Farm Coopers Farm • Forsythe Family Farm Parks and Sports Facilities Pefferlaw Creek Farm The Township of Uxbridge operates a Richters Herbs number of facilities including arenas, Uxbridge Farmers’ Market halls, and parks.
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2. Tourism Businesses
Tourism Businesses include hotels, motels, campgrounds, bed and breakfast establishments, service stations, golf courses, motorcoach, car rental and charter services, restaurants, and other retail businesses that can take care of visitors’ needs.
The Township has a variety of businesses to serve both the local and visitor markets for retail, food and beverage and more. For a complete listing of businesses, visit the Discover Uxbridge tourism website.
• Specialty Retail Experiences • Accommodations Historic Downtown Shops Fawks Nest Country Estate Independent Studio Artists Trailside Bed and Breakfast Blue Heron Books & Studio Uxbridge Manor and Spa The Lemonade Stand Rolling View Highlands B&B The Passionate Cook’s Essentials Willo’ Wind Bed and Breakfast Cabins at Wooden Sticks • Specialty Food and Beverage Grangeway RV Park and Family (local flavor) Campground Urban Pantry Restaurant The Second Wedge Brewing Company • Golf Banjo Cider Co. Foxbridge Golf Club Slabtown Cider Co. Mill Run Golf Club The Passionate Cook’s Bistro Wooden Sticks Golf Inc. Tin on Brock Coppinwood Golf Club (Private) Navarra’s Eatery
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3. Tourism Infrastructure
Tourism Infrastructure includes roads, bridges, public transit, parking areas, wastewater and garbage disposal facilities, water and power services, access to telephones and cellular service, availability of fuels such as diesel, natural gas, propane and gasoline, location and distance signage and police and emergency services. The availability and quality of services and amenities available to travellers will affect a community’s ability to attract visitors.
4.Tourism Hospitality
The fourth component of tourism that the Tourism Working Group explored was hospitality. The group evaluated Uxbridge for their current ability to be welcoming and offer pleasant experiences. Presently within our Tourism Ambassador Program, we have ten businesses and volunteers situated throughout the downtown core who are ready to answer questions about Uxbridge and provide visitor information.
5. Tourism Promotion
The fifth component of tourism that the Tourism Working Group explored was promotion. The group evaluated Uxbridge for their current ability to attract potential visitors and targeted markets. It was noted that the Uxbridge tourism trailer provides a unique form of mobile promotion enabling an introduction to Uxbridge at many, key, annual events.
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Current Tourism Market
During a working session, the Tourism Working Group members profiled the categories of traveller-types including trip motivators, interests, media habits, and demographics.
By tapping into the knowledge of the Tourism Working Group the current, top three markets of visitors to Uxbridge were analyzed and identified: 1) Nature Lovers, 2) Family Memory Builders and 3) Up and Coming Explorers.
It was noted that the ‘Up and Coming Explorers’ market has emerged since the 2015 Community Tourism Plan
Example: Market Questionnaire
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Summary of Tourism Markets
What is the lead Where do When do What services do tourist type? tourists come tourists come? tourists look for? from?
VFR -Visiting York Region Summer Seasonal Events Friends and South Durham Fall E.g. Fantasy of Lights, Relatives Kawartha Lakes to Winter Springtide Music Festival [1] Orillia Ux Fall Fair GTA
York Region Summer YDHR Events Mississauga Fall E.g. Day Out With Kawartha Lakes Thomas™ Seeking Attractions South Durham [2] Kawartha Lakes to LMMSO Orillia East Corridor GTA Real Estate Brampton- Opportunity Unique Shopping
York Summer Parking and Trail Users [3] Toronto Fall Restrooms Kawartha Lakes Winter GTA
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Summary of Tourism Concerns and Opportunities
After reviewing the five key tourism components (Attractions, Businesses, Infrastructure, Hospitality, and Promotion) the Working Group identified concerns that need to be taken into consideration. These high-level findings provided reasoning and strategic thinking to discuss tourism opportunities.
Attractions Businesses Infrastructure Hospitality Promotion
No group Lack of Parking is a Stores closed Limited resources experiences Accommodations concern for: on Sundays (time and money) • Only a few • Events ie: for marketing limited B&Bs Trains, Festivals (digital/ print & and Airbnb™ • Trailheads sponsorship) options • Downtown Core available
No bundled Downtown Downtown is not Shortage and Residents may not packages/experienc businesses feel “Tourism Ready” lack of be experiencing es for existing they are not and is not enthusiasm for tourism assets, assets getting enough accessible to volunteering thus we may be business from Biking visitors missing out upon • Most visitor visitors who come • Lack of toilets “Co-ordinate the “Word of Mouth” organizations/b for the trails, • No Trailhead in service clubs, the marketing usinesses work train, and other downtown other volunteer opportunities independently events. • Trails not groups, theatre, • Limited BIA accessible via music, dance, etc “Increase participation downtown and having awareness among • Few links on • Revitalization everyone take current residents other sites to required part in a program (low hanging fruit). Discover (Culvert & for the full day.” They will invite Uxbridge.ca Vacancies) their friends to join • No parking & them” viewing area at Trestle Bridge
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“Working together Low engagement/ Transportation / No Tourism Centre Lack of with all the groups buy-in from the Transit options are Note: The Museum Quantitative in town would businesses and limited (No kiosk is out of Metrics to measure attract visitors as attractions for a Durham town and only our key success they would be kept tourism vision Region bus service open June to measures busy & entertained on the weekends) October • # and % all day and into Visitors the evening” • Length of Stay Return Visits
We are not always Effectiveness of Eco-Tourism- Not “cyclist/biking the Ambassador leveraging friendly” Program is not Marketing understood, the Opportunities • No paved program could be shoulders expanded i.e. • Limited access Library to Woodnewton • Limited bike parking in town
Currently not able Lack of Customer to accommodate Metrics large sporting “Are we delivering events what we promise?” • No restrooms at “Are the customers Trailhead satisfied with the Centre, experience?” Community Centre/ Fields
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• Bus tours, sell sheets for tour operators required Build Group Experiences • Add a Group Section to the Discover Uxbridge website with Group Trip/tour Ideas • Historical tours o Museum o Walking tour o Lucy Maud
• We need packages that give visitors a set of experiences Build Tourism Packages • Build and market more day trip experiences/packages and Cross Promotion • Have overnight "getaway" packages and offer discounts on 2nd night stay • Cross marketing is needed between businesses • Promote surrounding accommodations • Campaigns/ to encourage visitors of the trails and train etc to explore the shops (bundled shopping excursion/passports etc)
• Host two sessions per year with tourism stakeholders to build experiences Increase • Develop new and exciting summer events, on a large scale, and those that appeal to a Business/Organization wider audience, not just local people Engagement to develop • Food / sensory experiences needed New Visitor Experiences • Have planned activities at all the venues one day a month and include Elgin park, Foster Lucy M. museum, train and all service clubs to participate and keep the visitors busy all day even with repeats so if they miss one activity, they can pick it up later in the day.
• Encourage Development of a Hotel, encourage a resident to open an Inn. This would be Accommodation the perfect size for Uxbridge and not too terribly expensive to run; • Encourage someone to open an Inn to give the country atmosphere; Build a hotel/motel; If you want people to stay overnight, places for them to stay are needed; • Provide a variety of accommodation options; We need places for visitors to stay (options like a hotel); Encourage trail users to stay overnight
Enhance Customer/Visitor • Pilot of being open Sunday 11-4pm Experience at • Develop Customer Experience tracking measures Businesses/Attractions • Go back to old fashion activities i.e. box lunches for the people to take to the park to eat and listen to the music on stage we need to show we are inviting the public and encouraging them and want them.
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• Beautification/Re-development of downtown to be visitor friendly Downtown Revitalization • Develop a town square that would draw people; could have music and events there. • Have a vibrant downtown experience to attract train goers • Solve the parking issue • Solve public washroom issue • Liaise with Ec Dev re: business vacancy issue • Overnight parking for trails, Festival parking in downtown
Increase our ability for • Developing the fields of Uxbridge Sport Tourism • Further developing and marketing the trails for sporting events
• Build more amenities related to trails and increase connectivity to downtown Enhance Trail Experience • Build Trail Head Downtown /Eco-Tourism- • Build a viewing deck at Trestle Bridge • Add Parking at Trail Heads (Trestle Bridge) • Add Downtown Bike Parking (take over some car parking) • Become a fully “Bike Friendly” community • Consider becoming a “plastic-free” shopping district (bag program) • Map trails and biking routes online
• Ensure the continuation of dynamic volunteers for events and cultural institutions and Enhance Ambassador implement a volunteer recognition program Program for Volunteers • Review the effectiveness of the Ambassador Program and expand as necessary i.e. Library and Businesses • Co-ordinate the service clubs, the other volunteer groups, theatre, music, dance, etc and having everyone take part in a program for the full day. • Develop a marketing program o The slogan for Buttons- eg: “Welcome to the Bridge, how can I help” o Rewards/acknowledgment o Train the trainer program- Bus Owners to engage their staff (all front line staff would be part of this)
• Review effectiveness of Trailer- what’s working, what’s not! Tourism Centre • Does Tourism need more prominent with a more accessible location? • Review Ambassador program and possibly add Library (accessibility, washrooms) o Highlight washroom availability for Tourism Ambassadors o Determine how we can make Ambassadors more prominent ie: Sign per Port Perry
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• Planned program for a full day once a month that will allow us to know exactly how many Visitor Tracking visitors are coming in and taking advantage of our programs. • Demonstrate to the Town the value Tourism is creating- collect data to capture visitor info
• Develop well-known, one-stop, website that contains all info Marketing Tools/Collateral • Provide information on other upcoming events, etc. ready to give people visiting town • Invest more in marketing • Creation of phenomenal content, telling the story
Communication to Businesses to keep them • Courses/Education for downtown businesses informed of Events • Communicate with local Business owners when events are taking place
Revenue Generation • Explore opportunities for further revenue generation to provide a larger budget for Tourist- related investment
21 | Page Uxbridge Community Tourism Plan 2020 Goal, Objectives, Action Items and Tactics
GOAL: Tourism is a socio-economic driver for Uxbridge- Providing residents pride of place, fuelling business prosperity, and providing visitors a reason to come back again and again.
Objective 1: Maintain and enhance the physical municipal infrastructure to compliment the ‘Trail Capital of Canada’ visitor experience and prepare for growth.
Action Item Description Tactic KPI Lead/Timing
1. Provide Ensure the Downtown • Allocate a tourism • Assigned individual Uxbridge Tourism consultation and Revitalization Project representative to sit to attend regular Timing: 2020-2022 support for future (DRP) includes the on the DRP meetings regarding infrastructure “voice of tourism” i.e. Committee the Downtown projects a tourism Revitalization Project representative
Explore opportunity • Assign a tourism • Host an exploratory Township of Uxbridge for a downtown representative to meeting for a Tourism & Trails Trailhead work with trail downtown Trailhead Committee stakeholders (TRCA, Timing: 2020 DMBA, Trails • Designate a trailhead Committee) to working group assess the opportunity for a • Explore grant trailhead. opportunities for a downtown trailhead
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2. Support the Work with • Designate an • Deliver a report of Vibrant North Durham in development of stakeholders to individual to conduct accommodation care of Economic accommodation develop an approach Development & Tourism a review to barriers facilities. to improve the need Timing: 2020 for more understand the opportunities accommodation issues/ • Implement fallout opportunities for actions to help move accommodation an accommodation development ahead
• Work with • Add Township of Uxbridge Tourism accommodation Scugog Timing:2020 accommodations to providers that are in Discover Uxbridge neighbouring website municipalities to raise occupancy • Develop destination North Durham Tourism rates in existing marketing for North Timing: 2020 properties Durham, inclusive of accommodation options
3. Ensure adequate Resolve downtown • Evaluate current day • Liaise with other Uxbridge Tourism public parking for core parking issue for and overnight relevant committees Timing: 2020 visitors special events parking issues for to explore the need events and trail for a Parking Task Evaluate improved users and explore Force (Works/Roads parking at Trail Heads potential solutions Dept., Active i.e. Durham Forest, e.g. improved Transportation, Ec. Trestle Bridge signage, tag parking Dev., Tourism, on google, new Trails, Bylaw) and overnight action plan regulations
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Action Item Description Tactic KPI Lead/Timing
4. Ensure adequate Resolve downtown • Explore current • Ensure current Uxbridge Tourism- public restrooms for core lack of after- options for restroom options are Timing: 2020 visitors hours public downtown public included in visitor restrooms restrooms information e.g. downtown signage/ website / visitor guide/ downtown map
Evaluate lack of • Evaluate • Provide feasibility Economic Development public restrooms at opportunities and assessment for new / Downtown Trail Heads and funding sources for restrooms Revitalization downtown installation of new Committee public restrooms at • Explore grant Timing: 2021-2022 Trail Heads and in opportunities for new Downtown Core restrooms
5. Provide support Draft actions to be • Economic • Review Vibrant North Economic Development with the reviewed when Development to Durham Economic to align with Uxbridge implementation of published. present their plan to Development Plan and Durham Tourism the 2020 Vibrant the Uxbridge TAC. (once available) to Timing: TBD North Durham Plan determine alignment opportunities
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Objective 2: Support and enhance existing tourism assets/products to drive additional visitation.
Action Item Description Tactic KPI Lead/Timing
6. Build travel trade Develop and market • Identify tourism • Launch a pilot test Uxbridge Tourism group tourism group travel stakeholders who for 1-2 tour (with support of Central experiences itineraries can accommodate experiences Counties Tourism and group experiences Durham Tourism) and have a story to Timing: 2020 tell
Collaborate with the • Explore funding • Deliver a TCOC Uxbridge Trail 7. Own and leverage Uxbridge Trail partnerships to Master Trail Plan Committee and the established Committee on a facilitate a TCOC Uxbridge Tourism “Trail Capital of TCOC Master Plan Master Plan Timing: 2020-2022 Canada” (TCOC) brand • Develop and adopt the TCOC Master Plan
Engage the • Build TCOC brand • Develop and Uxbridge Tourism community with the equity by “telling promote 2-3 stories Timing: 2020-2022 TCOC brand, and the TCOC story” to that “tell the story” ‘Discover Uxbridge’ gain stakeholder, of Trial Capital of wordmark. Involve resident & visitor Canada the BIA, business buy-in • Focus marketing on community, and promoting the Trail residents to feel a • Develop marketing Capital of Canada part of the TCOC & communications e.g. (“The Trails of brand anchored in TCOC Uxbridge” - Beer & brandingof e.g. Cider Trail”, Culinary videos or calendar Trail, Historical Walking/Art Trail)
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Action Item Description Tactic KPI Lead/Timing
8. Engage the Collaborate with the • Communicate/ • Deliver North Uxbridge Tourism & business community North Durham collaborate with Durham regionally Durham Tourism to collaborate to Tourism Coordinator North Durham aligned projects/ Timing: Ongoing (two develop new, multi- on regionally aligned Coordinator two experiences hrs/week) product experiences projects hours/week and cross- promotion. Develop and promote • Host tourism • Host one full Tourism Uxbridge Tourism with multi-product stakeholder stakeholder meeting support from Durham experiences meetings to nurture per year Tourism collaboration Timing: Annually
• Develop new multi- • Work with one or Uxbridge Tourism with product visitor two key players to support from Durham experiences develop and market Tourism a multi-product Timing: 2020 experience
• Continue to publish • Distribute four Uxbridge Tourism business-to- Tourism Business Timing: Quarterly business Updates & ad-hoc communication to messaging cross-promote events/experiences
Continue to provide • Promote via offline • Participate at 15-20 Uxbridge Tourism value to visitors by and online channels events/yr with Timing: 2020 providing four-season e.g. visitor guide, Tourism Trailer/Tent destination collateral, website, • Achieve a 10% lift/yr information for social media, and in website traffic and attractions and events social media results events etc.
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Action Item Description Tactic KPI Lead/Timing Expand the network • Designate • New committee Uxbridge and Durham to sector associations Committee member members provide Tourism i.e. Ontario by Bike, to support TAG updates to the Timing: 2020 Durham Farm Fresh, (Toronto-Algonquin Tourism Advisory Green Tourism, Greenway) Committee Greenbelt Foundation. Toronto- • Explore Algonquin Greenway opportunities for involvement with all relevant associations
Trail Tourism- • Build and implement • Publish a Uxbridge Tourism with Market outdoor experiences and new/updated Visitor support of Durham recreation assets invest in marketing Trail Map Tourism (trails) and enhance for the Trails Timing: 2020 & 2022 the visitor experience • Add a new overview for the leisure market Trail Map to Website Uxbridge Tourism Timing: 2020 • Develop visitor experience with new Uxbridge Tourism with bike outfitter e.g. support from Durham trip itinerary on the Tourism website Timing: 2020
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Action Item Description Tactic KPI Lead/Timing Cultural Tourism • Work with The Art • Produce a marketing Uxbridge Tourism Leverage cultural and Visual collateral piece for Timing: 2020-2021 tourism assets e.g. Enhancement the Art Tours/Trail studio art, heritage Committee (AVEC) to continue to • Add the Art Boxes to promote the Public the website Art Tours /Trails and integrate the new Art Boxes – six approved for installation.
• Curate the history of • Publish 1-2 new Uxbridge and content publish one to two articles/itineraries new anchor stories
Agri-Tourism • Continue to host • Promote Local Food Uxbridge Tourism with Provide support to Local Food Month events and support of Durham build more agri- Celebration annually engage restaurant Tourism tourism in September participants for the Timing: 2020 opportunities. Savour the Harvest Support local food restaurant program and beverage stakeholders. • Work with Durham Uxbridge Tourism with Farm Fresh and support of Durham Durham Region to Tourism confirm the Timing: 2020 participation of Uxbridge locations in annual Gates Open event
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Action Item Description Tactic KPI Lead/Timing
Eco-Tourism • Tell the story of • Build an Eco-tourism Uxbridge Tourism Develop an approach Eco-tourism in itinerary on Timing: 2020-2021 to leverage and Uxbridge DiscoverUxbridge.ca develop Eco-tourism Uxbridge Tourism assets • Explore ideas for Timing: 2020-2021 becoming a plastic- free community
Festivals and Event • Continue to promote • Promote and share Uxbridge Tourism Tourism existing festivals festival and event Timing: 2020 Leverage festival and and events advertising event tourism assets
Sport Tourism • Work with the Facilitate meetings Uxbridge and Durham Leverage current Optimist and Rotary between Durham Tourism/ Sport Tourism sporting assets and Clubs to explore Tourism / Sport Timing: 2020 increase capacity for opportunities for Tourism and key hosting more sporting Pump Park events Uxbridge events. • Continue to support stakeholders Mountain Biking / Uxbridge and Durham Cycling communities Tourism /Sport Tourism with events (O’Cup, Timing: Ongoing DMBA, Uxcycle)
Continue to promote Uxbridge and Durham leisure sporting Tourism/ Sport Tourism activities; golf, Timing: Ongoing skiing, soccer, hockey, cycling, mountain biking, horseback riding etc
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Objective 3: Engage businesses/organizations and residents to collaborate and embrace a visitor-centric approach to strengthen the social infrastructure supporting tourism development.
Action Item Description Tactics KPIs Lead/Timing
9. Support tourism Partner with BIA and • Work with the BIA • Pilot two weeks of Uxbridge Tourism with stakeholders in engage tourism and tourism Sunday shopping support of the BIA tourism readiness stakeholders to businesses to and solicit business Timing: 2020 elevate the customer implement a pilot feedback (survey) to experience for stores being gauge success open Sunday 11-4 pm
• Develop marketing • Launch one new Uxbridge Tourism with programming to program to extend support of the BIA help drive traffic the visitors’ length of Timing: 2020 downtown or extend stay our visitors’ length of stay.
10. Re-establish and Deepen engagement • Disseminate new • Seek approval to Uxbridge Tourism with enhance the of Tourism “stories” to brand include the Library Durham Tourism Uxbridge Tourism Ambassadors ambassadors to as a Tourism Timing: 2020 Ambassador (volunteers and share Ambassador Program recognizing businesses) • Run Tourism Uxbridge Tourism with that residents and Ambassador • Add Ambassadors to Durham Tourism businesses are the Training (webinars) quarterly Tourism Timing: 2020 key brand advocates Business Updates • Solicit continual • Apply for a grant to intake of hire a summer Uxbridge Tourism Ambassadors student Timing: 2020
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• Establish a • Attract 2-4 new Uxbridge Tourism recognition program Ambassadors to foster sustainable Timing: 2020 volunteerism • Develop Ambassador brand, slogan & Uxbridge Tourism • Implement an shirts/hats Timing: 2021 Ambassador feedback • Solicit & survey mechanism to feedback Uxbridge Tourism continually gage Timing: 2020 satisfaction and • Engage 4-5 tourism ideas for organizations/ digital Uxbridge Tourism improvement Ambassadors to host Timing: 2020-2021 a link to DiscoverUxbridge.ca
Objective 4: Collaborate with tourism-related businesses/organizations to collect visitor data to provide a clear view of the number of visitors and the quality of visits.
11. Provide visitor Set criteria and • Use Environics to • Engage six lead Uxbridge Tourism with insights to measure implement a method report the findings tourism stakeholders support from Durham the number of for collecting visitor and use the data to to collect and share Tourism visitors and data from key further the postal code data to Timing: 2020 customer experience tourism stakeholders destination Tourism marketing
• Collect empirical • Collect 100 exit Uxbridge Tourism with evidence of 1) who surveys annually and support from Durham is coming 2) return report back to Tourism visits and 3) stakeholders Timing: 2020 consumer esperience
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End Notes
1. Ontario Ministry of Heritage, Sport, Tourism and Culture Industries. 2016 Regional Tourism Profiles - Research http://www.mtc.gov.on.ca/en/research/rtp/rtp.shtml 2. MTCS. 2016. The economic impact of tourism in Ontario – 2016. http://www.mtc.gov.on.ca/en/research/econ_impact/econ_impact.shtml 3. Ontario Tourism Partners. 2016. Applying Consumer Insights to Attract North American Visitors – TNS 2012 https://www.tourismpartners.com/publications/Research/reas_segrpts_ConsumerInsightResea rchSegmentationOverview.pdf 4. Tourism Industry Association of Ontario. 2018. Quick Facts About Tourism https://www.tiaontario.ca/cpages/tourismquickfacts 5. Tourism Industry Association of Canada. 2019. Travel and Tourism Fast Facts -2018 https://tiac-aitc.ca/our-focus.html 6. Destination Canada. 2017. Millennial Travel Program: Case Study. https://www.destinationcanada.com/sites/default/files/archive/766- Millennial%20Travel%20Program%3A%202017%20Case%20Study/MTP-CaseStudy_EN.pdf
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Vibrant North Durham: An Economic Development Plan In progress for 2020
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