Northern Rockies / Fort Nelson Tourism Strategic Plan
Final Report
Prepared for Northern Rockies Regional District and Town of Fort Nelson
By
and
In association with Bold Point Centre
November 2007
TABLE OF CONTENTS
1 – Executive Summary: Recommended Tourism Development Strategies...... 1 Develop/Implement Sophisticated Northern Rockies Destination Marketing Program...... 3 Facilitate Tourism Attractions/Facilities Enhancement/Development and Tourism Investment Attraction...... 5 Product Delivery: Tourism Industry Organization and Training...... 7
2 – Northern Rockies Destination Marketing Program ...... 10 Marketing Objectives and Target Markets...... 10 Key Target Markets...... 11 Tourism Marketing Strategic Initiatives ...... 12
3 – Tourism Attractions/Facilities Enhancement and Development...... 22 1. Develop Additional Interpretation Related Opportunities...... 23 2. Facilitate Development of Soft Adventure/Ecotourism Tourism Product Opportunities...... 28 3. Encourage Development of Hard Adventure Tourism Product Opportunities ...... 32 4. Encourage Development of First Nation Tourism Opportunities ...... 34 5. Facilitate/Encourage Private Sector Upgrading and Enhancement of Existing Attractions, Facilities and Services ...... 36 6. Create Awareness of Strategic Tourism Investment Opportunities ...... 37
4 –Product Delivery: Tourism Industry Organization and Training ...... 39 1. Implement a Community and Industry Awareness Program on the Benefits of Tourism ...... 39 2. Organize and Engage the Northern Rockies Tourism Industry as a Group 40 3. Facilitate Enhanced Hospitality and Interpretive Guide Training within the Region...... 42
5 – Implementation and Action Plans...... 45 Action Plans for Recommended Strategic Initiatives...... 45 Overall Implementation Schedule ...... 51 APPENDICES
Appendix A – Study Process ...... A-1 Elements of Tourism Strategic Plan...... A-2 Steps in the Overall Study Process...... A-2 Research, Site Visits and Consultation ...... A-3
Appendix B –Tourism Resources and Infrastructure ...... B-1 Principal Attractions/Features ...... B-2 Tourism Facilities and Services ...... B-9 Need for Enhanced Visitor Interpretation Infrastructure and Services ...... B-14
Appendix C – Tourism Market Analysis ...... C-1 Preliminary Review of Visitor Markets...... C-2 Characteristics of Relevant Tourism Market Segments ...... C-9 Key Target Markets...... C-11
Appendix D – SWOT, Competitive and Impact Analyses...... D-1 SWOT Analysis...... D-2 Competitive Analysis...... D-8 Impact Analysis – The Value of Tourism...... D-11
Appendix E – Participants in Consultation Process ...... E-1
Appendix F – List of References...... F-1
1 – EXECUTIVE SUMMARY: RECOMMENDED TOURISM DEVELOPMENT STRATEGIES
This study’s focus is to prepare a comprehensive Tourism Strategic Plan, which will be an overall blueprint for developing the Northern Rockies’ and Fort Nelson’s tourism industry as an important sector of the economy.
The Fort Nelson to Watson Lake corridor known as the Alaska Highway / Al- Can Highway, Pioneer Road / Highway 97 is at a point of significant change and required decision-making for both public and private sector officials. The infrastructure is in need of substantial renewal/enhancement and a comprehensive regional tourism strategic plan can help decision-makers target strategic investments.
As the location map in Figure 1.1 shows, the Northern Rockies is at the confluence of four provinces and territories, as well as providing the main overland travel route to Alaska.
Figure 1.1: Northern Rockies Location Map
Source: BC Ministry of Transportation
Recommended Tourism Development 1 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
Visitors very seldom come to a region for a single specific activity. More often it is a combination of opportunities that will attract and hold visitors in a region – and result in them being able to recommend the area to others and return themselves in future years.
Based on this fundamental premise and the analysis presented in the preceding chapters, the consulting team is recommending three overall core strategies for further developing and promoting the tourism industry in the Northern Rockies: ♦ Marketing and Awareness – Develop and implement a sophisticated Northern Rockies Destination Marketing Program. ♦ Product Development – Facilitate tourism attractions and facilities enhancement, development and tourism investment attraction. ♦ Product Delivery – Enhance community and industry engagement, tourism industry organization, and hospitality training.
There are a number of specific recommended strategic initiatives associated with each of these core strategies. These are described briefly on the following pages of this chapter. The details on the destination marketing program core strategy can be found in Chapter 2 of this report. The recommended tourism attractions and facilities enhancement, development and tourism investment opportunities are described in detail in Chapter 3. The product delivery strategic initiatives are described in detail in Chapter 4 of this Strategic Plan document.
Recommended Tourism Development 2 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
DEVELOP/IMPLEMENT SOPHISTICATED NORTHERN ROCKIES DESTINATION MARKETING PROGRAM
This overall core strategy is a prerequisite to encouraging further investment in the upgrading and development of tourism attractions in the Northern Rockies. Strong marketplace awareness of the Northern Rockies as a premier tourism destination is essential to maintain and strengthen the volume of visitor activity and to encourage investment in the upgrading of existing attractions and facilities and development of new ones.
We recognize that the Northern Rockies Regional District is already engaged in destination marketing to some degree and works with other partners such as NRAHTA and Northern BC Tourism. All of this needs to be taken to the next level, however, with additional public and private sector investment in destination marketing, as well as a revamp and enhancement of what is currently being done. Therefore, we recommend the following four specific destination marketing strategic initiatives, each of which is described in detail in Chapter 2 of this report, the Northern Rockies Destination Marketing Program: 1. Revamp existing print and electronic promotional materials 2. Implement image and awareness advertising and promotional activities 3. Undertake effective regional partnership marketing and packaging 4. Focus on strategic promotion to niche market segments that are best suited to the Northern Rockies.
On the following page, in Figure 1.2, we have listed the four Marketing and Awareness strategic initiatives along with the specific projects associated with each of them and the priority level for each project.
Recommended Tourism Development 3 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 1.2: Specific Projects and Priorities for Marketing and Awareness Strategic Initiatives
Priority Marketing and Awareness Strategic Initiatives / Specific Projects Level 1. Revamp existing print and electronic promotional materials featuring the Northern Rockies’ brand New Northern Rockies Travel Guide 1 Northern Rockies Touring Map 1 Tourism Northern Rockies website 1 Updated Northern Rockies promotional video 2 2. Implement image and awareness advertising and promotional activities Conduct travel trade and media relations activities 1 Undertake selective advertising in highly targeted media 2 Attend key travel trade shows with partners 2 Work with the regional destination marketing office (NRAHTA) 3 3. Undertake effective regional partnership marketing and packaging Develop a Northern Rockies Vacation Packages Program 2 Promote and distribute packages via Internet and selective 2 advertising Encourage development of local in-bound tour operator and 3 guiding services 4. Focus on strategic promotion to niche market segments that are best suited to the Northern Rockies Enhance promotion to U.S. market 1 Market the “Serengeti of the North” 1 Soft adventures and experiential educational vacation programs 2 Hard adventure packages 2 Promote the Deh Cho Travel Connection Circle Tour 2 Get listed with www.grouptravelplanner.net 2 Market to existing special interest organizations 3 Work more closely with the caravan tour companies/groups 3 Liaise with educational tour planners at universities 3 Source: Meadfield Consulting Inc.
Recommended Tourism Development 4 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
FACILITATE TOURISM ATTRACTIONS/FACILITIES ENHANCEMENT/DEVELOPMENT AND TOURISM INVESTMENT ATTRACTION
This is the product development component of the overall Tourism Strategic Plan and must be pursued simultaneously with the enhanced marketing and promotion, to ensure that the region’s tourism products, facilities and services meet ever-increasing marketplace expectations.
The role of the Regional District and Town in the development and enhancement of tourism attractions, facilities and services can be fairly direct, in the case of attractions and facilities it owns or services it provides. It can help as a facilitator in the case of attractions, facilities and services owned or operated by the private sector or other levels of government. Six specific strategic initiatives are recommended and are described in some detail in Chapter 3 of this report: 1. Develop additional interpretation related opportunities 2. Facilitate development of soft adventure/ecotourism tourism product opportunities 3. Encourage development of hard adventure tourism product opportunities 4. Encourage development of First Nation tourism opportunities 5. Facilitate/encourage private sector upgrading and enhancement of existing attractions, facilities and services 6. Create awareness of strategic tourism investment opportunities.
On the following page, in Figure 1.3, we have listed the six Product Development strategic initiatives along with the specific projects associated with each of them and the priority level for each project.
Recommended Tourism Development 5 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 1.3: Specific Projects and Priorities for Product Development Strategic Initiatives
Priority Product Development Strategic Initiatives / Specific Projects Level 1. Develop additional interpretation related opportunities Pursue Alaska Highway Scenic Byway Program 1 Re-build historic Alaska Highway mileposts, signs, interpretation stations, walking trails 1 Develop the Northern Rockies/Muskwa-Kechika Interpretive Centre 1 Train tour guides/heritage interpreters 2 Reinstate Provincial Parks’ interpretation programs within region 2 Develop local Fort Nelson sightseeing tours 2 2. Facilitate development of soft adventure/ecotourism tourism product opportunities Nature appreciation soft adventure packages and programs 2 Cultural and experiential soft adventure packages / programs 2 3. Encourage development of hard adventure tourism product opportunities Rock climbing 2 White water kayaking/rafting 2 Hunting packages and promotion 2 Fishing packages and promotion 2 Mountain bike expeditions 2 Extreme endurance non-motorized racing 2 Wilderness training and outdoor leadership schools 3 Events and programs re-enacting aspects of Hudson’s Bay trading routes and activities 3 4. Encourage development of First Nation tourism opportunities Aboriginal cultural interpretation programs 1 Aboriginal interpretive programs at Liard Hotsprings Lodge 1 Aboriginal soft adventure and “learning vacation” experiences 2 Guided interpretive tours to the site of the old fort 2 A “Road to Wellness” themed tour 3 5. Facilitate/encourage private sector upgrading and enhancement of existing attractions, facilities and services Facilitate reinstatement of boat tours on Muncho Lake 1 Facilitate access to less expensive electrical power and telecommunications 1 Encourage upgrading of passenger air service into Fort Nelson 1 Facilitate allocation of tourism-oriented land tenures 2 6. Create awareness of strategic tourism investment opportunities Create awareness of tourism development and investment opportunities 2 Attend appropriate trade shows and conferences 3 Source: Meadfield Consulting Inc.
Recommended Tourism Development 6 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
PRODUCT DELIVERY: TOURISM INDUSTRY ORGANIZATION AND TRAINING
In order to enhance community and industry engagement in the tourism industry, it is essential to improve tourism industry organization. This will also have a positive effect on the experience of visitors, which can be further improved with a proactive effort towards enhanced tourism and hospitality training. There are three recommended key strategic initiatives associated with this overall core strategy: 1. Implement a Community and Industry Awareness Program on the benefits of tourism 2. Organize and engage the Northern Rockies tourism industry as a group 3. Facilitate enhanced hospitality and interpretive guide training within the region.
These are described in detail in Chapter 4 of this report.
On the following page, in Figure 1.4, we have listed the three Product Delivery strategic initiatives along with the specific projects associated with each of them and the priority level for each project.
Recommended Tourism Development 7 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 1.4: Specific Projects and Priorities for Product Delivery Strategic Initiatives
Priority Product Development Strategic Initiatives / Specific Projects Level 1. Implement a Community and Industry Awareness Program on the benefits of tourism Newsletter 1 Website posting 1 Local newspaper articles 1 Annual Northern Rockies Tourism Awards as part of Chamber’s 2 Business and Community Excellence awards 2. Organize and engage the Northern Rockies tourism industry as a group Establish Tourism Advisory Committee (TAC) 1 Recruit and train full-time Tourism Coordinator 1 Implement Tourism Strategic Plan 1 Monitor progress of implementation 1 3. Facilitate enhanced hospitality and interpretive guide training within the region Implement SuperHost and FirstHost programs, as appropriate 1 Liaise with tourism industry operators to understand current 1 recruiting needs and job openings Coordinate potential initiatives with Northern Lights College 2 Liaise and network with other college and university tourism 2 program officials to identify other training opportunities Work with Go2 Human Resources Office on training programs 2 and initiatives customized to region Source: Meadfield Consulting Inc.
Recommended Tourism Development 8 Strategies
Northern Rockies / Fort Nelson Tourism Strategic Plan
* * * * * * * * * *
A series of Appendices are included with this report, providing information on the study process that led to development of this Tourism Strategic Plan (Appendix A), an assessment of tourism attractions, facilities and services currently available (Appendix B), an overall tourism market analysis (Appendix C), and a SWOT and competitive analysis (Appendix D). A list of people who participated in the consultation process is included in Appendix E, and a list of reference materials used by the consulting team is in Appendix F.
Recommended Tourism Development 9 Strategies
2 – NORTHERN ROCKIES DESTINATION MARKETING PROGRAM
The Northern Rockies constitutes a nationally and internationally significant tourism destination area because of the access and heritage provided by the Alaska Highway and the outstanding natural environment, which has been recognized and preserved in the Muskwa-Kechika Management Area and several provincial parks.
In spite of all its positive attributes and international significance there is a general lack of tourism marketplace awareness of the Northern Rockies as a destination area. The outstanding natural environment of the Muskwa- Kechika and the internationally significant heritage of the Alaska Highway are clearly the two dominant drawing cards that can be promoted, along with the availability of high quality tourism accommodations and services at strategic locations throughout the region. While the overall marketing campaign should emphasize the two dominant attractions, it is important to highlight the diversity of tourism experiences the region has to offer.
A significant and sustained destination marketing initiative is required to enhance the awareness and make the Northern Rockies “top of mind” in key target markets. Effective destination marketing will require extensive partnerships of public and private sector interests within the region, as well as with destination marketing organizations based outside the region. The key marketing objectives, strategies and recommended marketing and promotional activities are outlined on the following pages.
MARKETING OBJECTIVES AND TARGET MARKETS
The overall goal of the marketing program is to promote the Northern Rockies as a nationally and internationally significant tourism destination area in order to enhance marketplace awareness of the region and increase tourism visitation. The specific marketing objectives are as follows: 1. To increase awareness of and interest in the Northern Rockies as a destination-marketing brand 2. To increase interest levels in the Northern Rockies as a premier tourism destination in key target markets within BC, Alberta, the U.S., Central Canada and selected overseas markets.
Northern Rockies Destination Marketing 10 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
3. To increase tourism visitation during the spring and fall shoulder seasons and winter. 4. To increase the number of visitors transiting the region on the Alaska Highway who stay more than one night within the Northern Rockies. 5. To increase the number of visitors whose primary trip destination is within the Northern Rockies. 6. To encourage development of products and packages that feature the Northern Rockies as the primary destination.
KEY TARGET MARKETS
In Figure 2.1 we have listed the primary target markets and market segments that should be the focus of this Northern Rockies destination marketing program. As shown, we believe there is significant potential to more effectively tap into the large population bases in the Lower Mainland of BC, Calgary and Edmonton in Alberta, as well as the nearby Northern Alberta market centred around Grande Prairie and Fort McMurray, which have significant and very affluent population bases.
Northern Rockies Destination Marketing 11 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 2.1: Proposed Target Markets for Northern Rockies Tourism
Geographic Target Markets
Europe Northern Southern U.S. Product / Activity Distant (U.K./ Asia/ Other B.C./ B.C./ West Segments U.S. Germany/ Pacific Canada Alberta Alberta Coast France)
Alaska Highway Touring - ¡ ¡ ¡ ¡ Independent
Alaska Highway Touring ¡ ¡ ¡ – Group Tours
Ecotourism ¡ ¡
Hunting and Fishing ¡ ¡ ¡
Getaway Packages ¡ ¡
Hard Adventures ¡ ¡
Soft Adventures ¡ ¡
¡ - Primary focus - Secondary Focus
Source: Analysis by Meadfield Consulting Inc.
It is important to recognize that the relative emphasis among different target markets will likely shift over time based on changing market trends, demographics and currency exchange rates. Marketing materials should highlight appropriate products and packages for each of the relevant market segments.
TOURISM MARKETING STRATEGIC INITIATIVES
We are recommending the following four fundamental tourism marketing strategic initiatives for the Northern Rockies: 1. Revamp existing print and electronic promotional materials featuring the Northern Rockies’ brand. 2. Implement image and awareness advertising and promotional activities. 3. Undertake effective regional partnership marketing and packaging. 4. Focus on strategic promotion to niche market segments best suited to the Northern Rockies.
Northern Rockies Destination Marketing 12 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
1. Revamp Existing Print and Electronic Promotional Materials
In 2001 the Regional District engaged in an overall branding process, which resulted in the distinctive Northern Rockies/Fort Nelson wordmark/logo, which has been used for the past several years in the Town and Regional District’s marketing and communications materials. Therefore, there is already some marketplace awareness of the brand, which is very distinctive and contemporary, so the goal now is to increase the visibility of this brand in the marketplace and the associated attributes of the Northern Rockies as a premier tourism destination.
The current program of Northern Rockies tourism publications must be revamped. The current printed promotional publications vary substantially in quality and messages and some are not cost effective. A vastly increased circulation of high quality but cost effective full colour promotional materials is needed.
Currently the Northern Rockies does have an attractive full-colour travel guide which is designed with a pocket folder to be distributed with other brochures from within the region. In addition, the Regional District produces a Northern Rockies’ Recreation Map, as well as an annually updated Trip Planner, which lists attractions, accommodations, restaurants and points of interest for visitors. The Regional District also produces an Annual Events Calendar and a Fishing Guide. We believe that this publication program should be revamped and we would recommend the following publications: ♦ New Northern Rockies Travel Guide. Like the current Visitor Guide this would be a high-quality, full-colour production, although using less expensive coated paper and in a format that will fold into 4” x 9” for a standard brochure rack. It becomes difficult to rack oversized guides in anything but your own visitor information centres. To enhance awareness of and interest in the Northern Rockies, the Northern Rockies Travel Guide should be racked in visitor centres throughout British Columbia and strategic locations in Alberta, as well as being distributed by mail in response to enquiries. • It might be appropriate to use an 8” x 9” page size that could be folded in half to fit in brochure racks as is done with many local and regional travel guides throughout the province. • The Guide would combine the lure material, including editorial copy and colour photographs of the current visitor guide, with the information in the Trip Planner and Events Calendar. • The Guide would likely be 30-40 pages in length and include advertisements from individual tourist operators within the region who wish to promote their products beyond the basic listings.
Northern Rockies Destination Marketing 13 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
• The advertising would enable partial cost recovery, although it is best to maintain a balance of at least two-thirds editorial, listings and colour photographs to a maximum of one-third advertisements. This will ensure that the guide does not take on an overly “junky” appearance, while at the same time provides plenty of opportunities for tourist operators who wish to advertise. The advertisements provide visitors with a better idea of the quality of facilities available in the region. • Approximately 30,000 to 50,000 copies should be printed annually for wide distribution. Consideration could be given to doing a smaller print run of the main travel guide and a wider distribution of an abbreviated guide designed as a lure brochure. • Ideally the guide should be updated annually, although consideration could be given to publishing every second year, which would reduce costs. • A pdf of the full travel guide should be available on the Northern Rockies’ Tourism website, as well as interactive accommodations, attractions and events listings. ♦ Northern Rockies Touring Map. The current Northern Rockies Recreation Map, while attractive, does not contain enough detail on all of the points of interest and attractions that visitors can experience in the Northern Rockies. The market research supports this notion as 32% of the region’s travellers in 2003 indicated that quality maps aid in travel decisions (only the Internet, personal experience and word of mouth were more important influences). • The map would be more effective if it included the locations of all major accommodation facilities and campgrounds as well as various points of interest and attractions along the main routes and within the Town of Fort Nelson. • Consideration could be given to including some advertisements with the map to help offset production costs, again restricting the number of ads to ensure that the map is as attractive and user friendly as possible. • Mileage distances between all major communities within the region and to significant communities outside the region should be included. ♦ Develop high-quality Tourism Northern Rockies Website. Development of a strong Northern Rockies tourism website is a top priority. While this can be directly linked to the Town/Regional District website, it should be possible to access it directly via its own registered domain name which should be tourism-northernrockies.com if possible or tourism-northernrockies.net (register both, along with tourism- northernrockies.ca). Internet/website marketing is a critical reference tool in the planning of 72-75% of long haul vacations to the region, so its
Northern Rockies Destination Marketing 14 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
importance cannot be overstated. The separate tourism website should have the following characteristics: • The Northern Rockies Logo should be featured on each page • The Blue and green branding colour scheme should be carried through in the design of all the web pages • All attractions, accommodations, services and events should be listed interactively on the web pages so that it is possible to directly link to the websites of the individual businesses and operations • Good use of colour lure photographs throughout including some animation (e.g. photos fading in and out) is helpful • Packages that can be purchased directly from tour operators and individual tourism operators should be featured on the website, with the potential to purchase on-line • Visitor information services available in the Northern Rockies should be highlighted on the website with operating hours, 1-800 telephone number for visitor enquiries and e-mail address. • The region’s two key destination attractions – The Alaska Highway as a heritage and touring route and the Muskwa-Kechika as a world- class accessible wilderness area – should be featured prominently on the website. • While basic listings could be provided for all tourist operators within the Northern Rockies, consideration could be given to charging for more elaborate listings and/or advertisements • Good maps of Fort Nelson and the Northern Rockies Regional District should be featured on the website and easily downloaded • The website should be designed with wide-screen computer monitors in mind which are becoming the new standard • In addition to having linkages to individual tourist operations within the region, it is important to include reciprocal linkages to and from important tourism marketing partners such as NRAHTA, Northern BC Tourism, Tourism BC and others. • The website should be optimized on appropriate search engines and tracking mechanisms incorporated so it is possible to know which pages of the website are being visited and, to the extent possible, where the website hits are coming from (e.g. province, state, country). • Once a suitable video is available for the Northern Rockies, it could be available for viewing on the website ♦ Prepare updated Northern Rockies Promotional video. This should be tourism focused and include outstanding images of the scenery, wildlife and outdoor adventure/ecotourism activities available throughout the region, along with attractions and activities in Fort Nelson and the
Northern Rockies Destination Marketing 15 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
other principal communities. We are aware of several opportunities for acquiring existing footage from local photographers and Northern BC Tourism that could be used to produce an appropriate video cost effectively. There could be various versions of the video with different lengths, depending on the use. The videos could be shown on the website as well as being distributed as DVDs in mailings and at appropriate travel trade shows, conferences and conventions.
2. Implement Image and Awareness Advertising and Promotional Activities
With upgraded promotional materials in hand, which are available to respond to interest shown by any prospective visitors, it is then possible to undertake strategic advertising and promotional activities designed to enhance the image and awareness of the Northern Rockies as a premier tourism destination. It is important that promotional materials and the website are clear that the Northern Rockies are in British Columbia, Canada, as the United States also claims its own Northern Rockies in Montana and Wyoming. ♦ Conduct travel trade and media relations activities. Effective public and media relations activities are of paramount importance to increase the market awareness of the Northern Rockies as a premier tourism destination area. Working with marketing partners such as Northern BC Tourism and Tourism BC, the Northern Rockies should participate in travel writers and travel trade familiarization tours. • The focus should be on travel writers and tour operators from key target market areas such as the Lower Mainland, Calgary, Edmonton and Northern Alberta, large cities in Central Canada such as Toronto, Ottawa, Hamilton and Montreal, as well as major U.S. cities that are sources of visitors for Northeastern BC including Seattle, San Francisco, Los Angeles, Chicago, New York and Dallas. • The contracting of a very specific, niche market travel writer who will produce an Advertorial on the region could also be considered. ♦ Undertake selective advertising in highly targeted media. There are several relevant visitor guides and travel guides geared to travellers in Northern BC and along the Alaska Highway that enjoy a wide distribution to visitors. In addition there are several magazine publications that are focused on travel or are broader lifestyle publications that include a travel feature or section in each issue. Therefore, we recommend advertising annually in the following publications, as budgets permit:
Northern Rockies Destination Marketing 16 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
• The key regional travel guides for Northern BC and the Alaska Highway route including: Milepost, North to Alaska, The Northern BC Tourism Travel Guide, NRAHTA’s Hello North Guide • Travel oriented magazines including Westworld, published by the BC and Alberta Automobile Associations (should advertise in both BC and Alberta editions) and Canadian Geographic, especially the Canadian Geographic Travel edition (these have a very long self-life) • Explore: Canada’s Outdoor Magazine - this publication focuses on outdoor adventure travel and also has a very long shelf-life • Consideration should be given to attracting more interest from the travel trade by advertising in the Canadian Tourism Commission’s regular publication Tourisme, and travel trade publications such as Canadian Travel Press in Canada and Travel Weekly in the U.S. • British Columbia Magazine (very long shelf-life) • Travel sections of daily newspapers in key target markets such as the Vancouver Sun, Edmonton Journal and Calgary Herald. ♦ Attend key travel trade shows with partners such as Northern BC Tourism and NRAHTA, when appropriate. The principal annual trade shows/conventions that are relevant include those of the National Tour Association (NTA), American Bus Association (ABA), Ontario Motorcoach Association (OMCA) and Rendezvous Canada (sponsored by the Canadian Tourism Commission and Tourism Industry Association of Canada). Northern BC Tourism and/or NRAHTA already attend these on behalf of their members and partners, but in some instances a direct Northern Rockies presence may be useful. ♦ Work with the regional destination marketing office (NRAHTA) in Fort St. John to build a strong, cohesive regional image for the Northern Rockies as a distinctive destination area, with localized hubs and nodes of tourist attractions, activities and services (e.g. – Fort Nelson, Toad River, Muncho Lake, Liard Hot Springs). The Northern Rockies should feature more prominently in NRAHTA’s marketing and promotional materials, emphasizing the close tie-in with the Muskwa-Kechika, which covers much of the Northern Rockies Regional District.
3. Undertake Effective Regional Partnership Marketing and Packaging
The Northern Rockies Regional District already partners with NRAHTA and Northern BC Tourism as it provides funding for NRAHTA, as well as participating in Northern BC Tourism’s marketing activities. It is important to continue to strengthen these partnerships and take advantage of the cooperative marketing and promotional activities each organization offers.
Northern Rockies Destination Marketing 17 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
For example, several of the advertising initiatives recommended earlier, such as in Westworld and British Columbia Magazine, can often be partnered with Northern BC Tourism, which significantly reduces the ad placement costs and enhances the visibility of the ad by being part of an overall Northern BC feature. It is important to work with these partners and individual tourist operators within the region to develop and distribute a program of packages featuring attractions and activities within the Northern Rockies. These strategies should include: ♦ Develop a Northern Rockies Vacation Packages Program that can be featured on the website and promoted by partners. This would include the following types of packages: • Fly-drive • Outdoor adventure and eco-tourism packages • Fishing and hunting packages • Culture and heritage oriented packages featuring Alaska Highway and First Nations heritage. ♦ Promote and distribute packages via Internet and selective advertising. In addition to promoting these packages on the Northern Rockies’ Website, websites of Marketing Partners, as well as individual tourist operator websites, some strategic advertising should also be undertaken. • Partner ads in travel sections of target market daily newspapers, particularly where getaway packages are offered • Having appropriate airline sponsors of the packages would be helpful including Air Canada (to Fort St. John) and Central Mountain Air (to Fort Nelson) • Promotion to tour operators who could include packages as components of overall tour or package itineraries. ♦ Encourage development of local in-bound tour operator and guiding services. This would support the development and marketing of various packages by proactively bringing in business to the region, dealing with outside tour packagers and operators who like to package with an in- bound tour operator in desired destination areas.
4. Focus on Strategic Promotion to Niche Market Segments Best- Suited to Northern Rockies
In the following paragraphs we recommend a number of marketing and promotional initiatives and areas of focus that target specific niche market
Northern Rockies Destination Marketing 18 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
segments that already have a strong interest in the Northern Rockies or are well-suited to the products and services being offered. ♦ Enhance promotion to U.S. market. When marketing tourism products and packages into the United States make sure the following points are emphasized, where appropriate: • The affordability of the package in relation to similar packages being marketed in other countries • The safety of a “Serengeti of the North” safari, relative to attacks from bears, cougars, moose, buffalo • The general absence of diseases from mosquito/insect bites such as West Nile virus, Dengue Fever, Malaria, Lymes Disease (ticks). • That there is a common written, spoken language (English) and travel signage is in English. • The friendliness and welcoming nature of the Northern Rockies’ residents towards visitors. ♦ Market the “Serengeti of the North” to the international audience of travellers who like to experience exotic wildlife regions. • Wildlife safaris to view the Big 5: bison, caribou, moose, sheep, goats • Safaris to witness bird migrations and nesting sites • Day trip expeditions to salt licks, moose pastures • Night watching and listening using various technologies. ♦ Soft adventures and experiential educational vacation programs are enjoying increased demand by travellers (e.g.- wildlife viewing, photography, cultural programs, skills development) so should be a strong focus of packaging and marketing efforts. • Ecotourists are the highest educated (4 years university ++), highest income of the tourism demographic groups • Staff must have high levels of education plus experience in order to relate effectively to this market segment ♦ Hard adventure packages should focus on market niches best-suited to the Northern Rockies, tapping into the potential that exists for quality guided river rafting, canoeing, kayaking, hiking, back-packing mountaineering and other activity-focused outdoor experiences. • Fishing and hunting continue to be important outdoor adventure activities, although the overall market appears to be decreasing in total traffic (e.g.- British Columbia’s sale of fishing/hunting licenses has decreased by approximately 50% since 1994).
Northern Rockies Destination Marketing 19 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
♦ Do greater regional and inter-provincial / inter-agency partnering to promote the Deh Cho Travel Connection Circle Tour, even though it goes outside the Northern Rockies (Highway 77, 7 in the NWT and back into Alberta) • Alberta VICs will be sending traffic counter clockwise, passing through Fort Nelson - Dawson Creek, making joint marketing a win/win for all regions and provinces • The Circle Tour funding needs to tie together the Alaska Highway corridor with the Cassiar-Stewart-Kitwanga-Yellowhead Highway loop to make a complete loop. • There is a need to partner with communities along the Cassiar Highway #37 and the Yellowhead Highway. ♦ Get listed with www.grouptravelplanner.net – Western Canada Group Travel Planner Edition. Group Travel Planner is a compendium of information for tour organizers and companies wanting to develop new tour routes and programs. The 2007 edition features Liard Hotsprings as a photo, but there is absolutely no accompanying text about the location, the Alaska Highway or any other reasons to travel in the region. The complete Alaska Highway corridor is missing on maps and any thought of a tour. ♦ Market to existing special interest organizations. Many organizations arrange member field trips to distant locations (e.g.- Federation of BC Naturalists, Smithsonian Institution). They generally have membership newsletters (hard copy and electronic, as well as websites). As such they are always wanting and valuing purchased advertisements. They also may want someone to write a series of articles featuring the region being advertised. The membership numbers of these organizations might be only a few hundred or a few thousand; however, the group is predisposed to coming to areas offering programs that match their interests. ♦ Work more closely with the caravan tour companies/groups which have wagon-master tour leaders of the multi-vehicle caravans. Strategies include placing media articles, offer of special walks/talks for the caravan group when they stop for the day/night in the region. Discussion with local operators identified two key conventions attended by motorhome “nomads”. Previous attendance by representatives from the Northern Rockies did generate a flow of new caravan tours. Consistent attendance is required to generate new caravans and to sustain interest in the region. ♦ Liaise with educational tour planners at universities that offer group/alumni tours. These groups are upper income, wanting to learn and willing to pay top dollar for exceptional tour packages.
Northern Rockies Destination Marketing 20 Program
Northern Rockies / Fort Nelson Tourism Strategic Plan
Beyond these external marketing activities it is also important to regionally communicate to the various agencies, associations, chambers, and business owners that tourism development and marketing requires a sustained effort over a significant time period. Unlike agriculture or forestry which can produce a tangible, touchable item, turning a profit in a reporting quarter, tourism requires a much longer “development to marketing to revenue generation window” before noticeable, tangible results are evident. It is common for a partnered travel package to require 3-5 years from inception through build-up, before it starts to generate an adequate return.
Northern Rockies Destination Marketing 21 Program
3 – TOURISM ATTRACTIONS/FACILITIES ENHANCEMENT AND DEVELOPMENT
This overall strategic direction is focused on product enhancement and development. To better compete in the national and international marketplaces, it is essential that the Northern Rockies and Fort Nelson continue to upgrade and improve existing tourism products, facilities and services, as well as developing new ones. There are six recommended strategic initiatives that should be pursued under this overall core strategy: 1. Develop additional interpretation related opportunities 2. Facilitate development of soft adventure/ecotourism tourism product opportunities 3. Encourage development of hard adventure tourism product opportunities 4. Encourage development of First Nation tourism opportunities 5. Facilitate/encourage private sector upgrading and enhancement of existing attractions, facilities and services 6. Create awareness of strategic tourism investment opportunities.
We have identified a range of tourism development opportunities for the Northern Rockies and Fort Nelson, based on our research, market analysis, interviews/consultations, field work, and application of the criteria shown in Figure 3.1. These opportunities focus on interpretive, soft and hard adventure/ecotourism, and First Nations products and packages.
Figure 3.1: Criteria for Identifying Tourism Opportunities
Source: Meadfield Consulting Inc.
Tourism Attractions/Facilities 22 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
1. DEVELOP ADDITIONAL INTERPRETATION RELATED OPPORTUNITIES
There is a need for enhanced interpretation of the natural and cultural features of the Northern Rockies. The following opportunities should be pursued to fulfil this need:
Develop Additional Scenic Viewpoints and Historic/Natural Points of Interest – Pursue Alaska Highway Scenic Byway Program
Implementing the proposed Alaska Highway Scenic Byway program within the Northern Rockies is the ideal project to begin development of such facilities. The marketing of this Scenic Byway would further enhance the image of the region in the marketplace and enable partnered dollars to be accessed in marketing to the national and international marketplace. The Scenic Byways Project has a well established history in getting travellers to explore the back roads, secondary highways throughout Continental U.S.A. The process has already been initiated. ♦ In September of 2004 thirteen Alaska Highway Communities signed a memorandum of understanding entitled : The Alaska Highway Community Initiative ♦ “This historic signing signified a commitment to work together on matters of mutual importance regarding future planning and development of the Alaska Highway corridor” ♦ To advance the MOU, Fort Nelson Community went through the Scenic Byways Project in early, 2005. The workshop followed the established protocols in place to establish a back road and communities as a “Scenic Byway.” ♦ There is already a Fort Nelson booklet “The Alaska Highway – Your Scenic Byway Community Workbook” that has been developed ♦ According to the program, each Byway stop or point of interest should reflect one or more of the following six intrinsic qualities: scenic, natural, historic, cultural, archaeological, and recreational.
Re-build the Historic Alaska Highway Mileposts, Signs, Interpretation Stations and Walking Trails
These are on the present-day main highway, as well as along the remaining sections of the original Pioneer Road, and will require a multi-jurisdictional partnership, again through the Scenic Byway program.
Tourism Attractions/Facilities 23 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
Develop the Northern Rockies/Muskwa-Kechika Interpretive Centre
The concept of a dedicated “Interpretation Centre” has been considered since 2001 or before and is the subject of at least two or three previous feasibility and marketing studies. This needs to be re-examined in a current context and could perhaps be combined with a new signature visitor information centre in Fort Nelson. Appropriate location, siting, architectural design and functionality of any such complex will be critical issues.
This would provide a much-needed additional local attraction and focus attention on the international significance of the Northern Rockies and Muskwa-Kechika. It is a high priority opportunity that will require extensive partnering and planning to implement. The best current opportunity to take advantage of is co-location with the new Visitor Centre that will be part of the proposed new recreation complex. Capital funding in support of this project may be available under the Northern Development Initiative Trust, as tourism is an eligible category and this attraction development appears to meet the Trust’s general requirements, as it would help to enhance the tourism sector of the economy and create jobs. Other provincial and federal funding opportunities could also be explored. ♦ Developing a financially sustainable operation will be a key challenge and requires careful consideration ♦ Program development will be an important element of the planning for this Centre. The staff will be able to make recommendations that encourage visitors to stay another day – building positive memories that result in recommending the Northern Rockies region to friends and relatives. • Trained staff (salaried and volunteer) bring alive the message by recommending actual sites where the Interpretation Centre’s theme is expressed. • This will help to encourage more extensive travel and longer stays within the Northern Rockies.
Train Tour Guides/Heritage Interpreters
There is a lack of qualified, well-trained guides available to do local and regional sightseeing and interpretive tours or for the delivery of evening campfire programs at Provincial Park and other campgrounds. These programs could be run at individual wayside stops with RV / motorhome campsites.
Tourism Attractions/Facilities 24 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
♦ The guide(s) could also be contracted to travel with motorcoach tours or individual motorhomes, offering customized eco-interpretation based tours along specific routes.
In the short term, current Visitor Centre staff could be trained to provide some interpretation and guiding services. They could be trained by tapping into existing training programs available, such as the following programs offered by several different organizations: ♦ The Canadian Tourism Human Resources Council (CTHRC) has developed a full program of training for approximately 40 tourism careers. Some careers, such as Tour Guide / Tour Director and Heritage Interpreter have advanced studies (e.g.- Certified Tourism Professional designations). ♦ The British Columbia office for CTHRC and e-merit is the Go2 Human Resources office in Vancouver. Tourism Essentials by CTHRC and e- merit is an 8 hour program which outlines the structure of tourism in Canada and locally. It enables participants to compare national expectations and build best practices into local programs and services. ♦ Bold Point Centre, Quadra Island, has over the past 6 years, working closely with CTHRC and Go2HR. developed a series of career / job entry workshops on • Heritage Interpretation, Eco-interpreter Guiding, Tour Guide and Tour Director • Communication Workshops • Natural History of B.C. • Cultural History ♦ Some community colleges have begun to teach adventure guide programs which include heritage interpretation as a core course. Should a local instructor offer to teach the course they could follow the occupational standards for Heritage Interpretation and Tour Guide / Tour Director, as established by CTHRC – e-merit. • An Introductory Heritage Interpretation program would equally blend principles, skills and knowledge taught in the classroom with practical experience in the field. ♦ Individuals should be able to select the type of Tour Guide they would like to emphasis. Choices should include: • Walking tour guide • Step-on Guide (upland or aquatic – marine) • Site Guide
Tourism Attractions/Facilities 25 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Driver-Guide • Tour Director/Tour Manager ♦ The Canadian Tour Guide Association – B.C. has begun (2006) the process of internal and external discussions with companies and governments to establish a provincial Tour Guide Training and Certification program. ♦ Interpretation Canada – three modules are available, however they are focused on people working in parks and or museums. They have not been updated in over 20 years, including adjustments to account for the occupational standards for heritage interpreters, as set out by CTHRC – e-merit. ♦ Tourism B.C. training modules – SuperHost, 1986 is in major need of overhaul relative to training videos, illustrations and delivery limitations. Being a provincial program, trainers cannot modify content to address local realities, initiatives, tourist dynamics and local view points. A customized version for the Northern Rockies should be developed. ♦ Front Line Interpreter / Host – This is an 8-hour workshop developed by the National Association for Interpreters. It is a copyrighted program, requiring NAI approval of the instructor.
Increasingly, governments outside of B.C. and Canada have put into place systems of training, certification and monitoring to ensure a national standard of delivery. Many countries have set the bar for tour guides to be at least a University Degree with appropriate areas of study and three courses in Heritage Interpretation (personal and non-personal).
Reinstate Provincial Park Interpretation Programs within the Region
Across British Columbia, Park Management Contractors have fielded thousands of verbal comments from returning tourists more than bemoaning the demise of scheduled Heritage Interpretation Programs. Only in a small handful of parks has a quasi re-instatement of the interpretation programs surfaced since their demise in 2000.
This can be achieved with the assistance of BC Parks, part of the Province’s Ministry of the Environment. Partner funding of information programs / booths, especially at the Liard Hotsprings Provincial Park campground should be pursued. ♦ Build-up the Muncho Lake programs at both campgrounds
Tourism Attractions/Facilities 26 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
♦ These programs would encourage overnighters using the free pull-offs to come to the Private RV campgrounds and also into the provincial park campgrounds. Currently, with no educational / family programs there are fewer compelling reasons to go to any private or public RV campsite. ♦ Provincial Park Interpretation Program staffing of 4 people would be good for local employment, while attracting motivated people to conduct local history research as part of their interpretation duties.
Personal Interpretation Programs
Such programs would include trail walks & talks, audio visual presentations for evening programs. These need to be timed to account for twilight / semi- dark northern evenings, June – September. ♦ Staff, with a theatre / performing arts background would produce 5 – 10 small vignette single / 2 person performances, suitable for different audiences. As the majority of travellers are young couples and those 50 years +, programs would need to deliver a higher level of knowledge in appropriate natural / cultural history.(university graduate) ♦ Re-instatement of Personal Interpretation programs should immediately be focused on Liard Hotsprings and Muncho Lake / North and south end campsites. ♦ Cultural Interpretation programs through partnerships with the First Nations communities could combine political capacities as well as partnered dollars into a double win initiative. First Nation communities can bring forward traditional knowledge and people to deliver programs which would in part be a partial solution to the limited labour pool. ♦ Roving Interpreters are needed based out of Muncho Lake and the 2 campsites. The region has significant hikes and way points where interpretation programs would be very well attended.
Non-Personal Programs
These would include such items as wayside exhibits, information pamphlets of local geology, newsletters for campers, quick information flyers about animal sightings, spring migrations / blooms. ♦ The development of these programs will require the knowledge, skills, training and experience of a person who has proven Heritage Interpretation training. A person with significant experience in Acting / Theatre Sports / Creative Writing are worth gold in Interpretation Programs. A person with an Outdoor Education Degree / or a Degree in Education make good candidates
Tourism Attractions/Facilities 27 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Caution: a person with a pure sciences / natural sciences or even a history / geography / geology degree could be the death of a good Interpretation Program. ♦ Blend Staff education and skills: selected where 1/2 are well versed in Heritage Interpretation / Theatre / Creative Writing and the other 1/2 are knowledge carriers (1 Natural Science, 1 Pure Sciences).
Develop Local Fort Nelson Sightseeing Tours
There is a need to develop local walking and driving tours (guided and self guided) that include the town’s parks, trails, industries, museum and public complexes as points of interest along a series of possible sightseeing routes that would be of interest to visitors. The self-guided walking and driving tours could be described in a pamphlet that includes a town map showing the routes, the locations of the various points of interest and brief descriptions of each. Key features highlighted in the tour itineraries could include: ♦ The Fort Nelson Heritage Museum with its many exhibits, and both passive and active resources that could be used in all manner of personal and non-personal interpretation programs. This would tie-in nicely with the Museum’s Long-term Strategic Plan which calls for enhanced public programming and interpretation. ♦ At Fort Nelson Airport, historic photo displays on the history of the Northwest Staging Route during World War II could be featured, similar to the historic photo displays in Watson Lake Airport. ♦ The Town’s natural gas and wood fibre processing industrial sites are features that are of interest to some visitors, and sometimes it is possible to arrange for a tour or orientation briefing at some of these sites. ♦ The Mile 300 Monument (recently upgraded) is also an important point of interest to include, along with other local unique features such as the Community Forest with its lowlands ecosystem.
2. FACILITATE DEVELOPMENT OF SOFT ADVENTURE/ECOTOURISM TOURISM PRODUCT OPPORTUNITIES
The Northern Rockies is extremely well-suited for offering a multiplicity of soft adventure experiences, making use of existing quality accommodations in Fort Nelson and along the Alaska Highway as the bases for unique experiences.
Tourism Attractions/Facilities 28 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
Nature Appreciation Soft Adventure Packages and Programs
These are generally guided programs featuring all aspects of wildlife and natural environment interpretation. ♦ Bird watching packages. Birding is one of the largest soft adventure market segments and has captured the hearts, minds and pocket books of North American baby-boomers. It is an $8 billion per year industry. Sales come in the form travel packages, clothing purchases, equipment, gadgets, souvenirs, food and beverage, accommodations. Local Guides receive their fees, based upon goods and services provided e.g. tents, wine list, modes of transportation and heritage interpretation skills to meet women and men’s needs. The Northern Rockies, is well-positioned to take advantage of year-round birding opportunities. • Seasonal migrations (spring, fall) • Local/regional species (summer, winter, year round). ♦ Large mammal wildlife-viewing safaris. Wildlife viewing in B.C. is very big business. It is estimated that in 2006 the whale watching industry generated an economic impact of more than $100 million along the coast from Victoria to the Queen Charlotte Islands. There are has over a dozen individual companies selling Grizzly and Black Bear viewing tours in the Campbell River region from June to October charging from $159 to over $350 for tours with a duration of 4 to 8 hours. • Travel along the Alaska Highway, especially from Toad River / Muncho Lake to Liard River Lodge is a noted ongoing wildlife corridor. • At Mile Post 483 / km. 731) is a dedicated pull-over for access to Mineral Licks Trail, a short walk weeping minerals, key to animal survival. The trail overlooks Trout River. • Wildlife viewing opportunities include Buffalo, Caribou, Elk, Moose, Goats, Stone Mountain Sheep. ♦ Fossil and rock-hounding. Communities along the Alaska Highway have a history of this because of unique geological phenomena (e.g.- hot springs, coal beds, folded mountains, mineral exploration, fossil beds, animal salt-licks). • The Oil & Gas / Ministry of Mines will have current maps of mineral sites, some readily accessible to tourism infrastructures. • Existing resorts, lodges have displays in their lobbies of fossils and minerals found minutes from the property. Other lodge owners know the locations of hot springs, in use for hundreds of years, though less well known than Liard Hot Springs. • Coal Fields, limestone formations
Tourism Attractions/Facilities 29 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Rock-hounders can hunt for precious metals, stones and jade. ♦ Vegetation of the North: the following types of vegetation can be interpreted through guided hikes and river trips: • Trees, • Plants, shrubs, wildflowers • Mosses / lichens • Ecological studies • Blossoms, colours, montage • Artistic abstract, realism. ♦ Winter Northern Lights packages. The Northern Rockies is far enough north that it is an excellent location to view the Northern Lights or Aurora Borealis during the winter months. Low levels of ground light away from the main communities and cold clear evenings can help ensure good viewing. These types of packages have been successful in other northern communities such as Yellowknife. Night-time viewing can be combined with interesting winter daytime activities such as dog-sledding, snow-shoeing and cross country skiing.
Cultural and Experiential Soft Adventures Packages and Programs
Examples of several other types of soft adventure packages and programs that would be well-suited to the Northern Rockies include themed interpretation based programs blending cultural and natural history over the course of 2-4 days or as long as a week, such as the following: ♦ Guide-outfitters with ecotourism options ♦ Arts in the wilderness: photography, painting of landscapes, and meditation by being in the wild. Ontario has developed a successful Arts in the Wild program. Programming can encompass both visual and performing arts. • Generally, artistic people express their inner selves through their artistic mediums. The artists shines when they are doing their carving, oils, sketches, metal castings. • A coordinator would need to arrange artists, studios, workshop locations and distant marketing to arts clubs / magazines informing people of an Arts and Travel opportunity in Northern Rockies of BC. ♦ Women in the wilderness – historical treks and responsibilities, bush survival school. In 2007, dozens of women only programs of travel and education exist. Wise resort owners packaging with adventure program
Tourism Attractions/Facilities 30 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
specialists will be able to capture this growing and very lucrative opportunity. ♦ “People of the North” experiential-educational discoveries. This is an opportunity to call on First Nations elders to pass on their stories, knowledge and skills. It should also be possible to encourage the remaining non-native elders, pioneers in the 1930’s-60’s to become story tellers, recording their experiences on DVD for website broadcast. Also recording new learners will help with building skills, confidence, and empowerment as they draw strength from the wisdom of the elders, blended with the energy of today’s youth. Possible experiences beyond the story-telling include: • Edible wild crafting – picking of mushrooms, berries, plants, drying, juices, jellies, fruit leathers / pemmican • Plants and technology wild crafting – bowls, ropes, shelters, skewers • Medicinal wild crafting – preventatives, curatives, vitamins, sweetness, ointments, salves, creams • Skills of being a horse wrangler (e.g.- Chilcotin Holidays has a “Wrangler School” program) • Animal tracking school ♦ Environmental education field schools for college / university students • Watersheds/hydrology • Glaciation • Weathering • Mining and exploration, land remediation • Climate Change Some type of homestead school offering apprenticeships in the bush is another variation of this concept (e.g.- WWOOF – Willing Workers on Organic Farms, Canada).
Staff members at many properties do have interests that can be maximized through experiential/educational programs, such as the following examples: ♦ Northern Rockies Lodge – the local wood carver could offer workshops/ time to work on a small sculpture. Others, while hiking could be looking for appropriate wood to use in carvings. ♦ Fossil hunts – staff have found local fossil beds. These could be turned into walking tours, interpreting local geology and fossil formation.
Tourism Attractions/Facilities 31 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
Soft adventure visitors are typically middle aged (40+), are highly educated, very well travelled, and expect equal standards and backgrounds of the tour leaders. Their expectations of a soft adventure vacation are as follows: ♦ Clients are known to enjoy a very good, physical, rough, exhausting day lasting 4-8 hours. ♦ Come evening, at base camp, they expect to be spoiled with good chairs, quality safari tents or cabins, soft beds, good wine and meals. ♦ A fixed roof lodge-resort with common room is preferred, enabling late evening mingling. ♦ Day trips can be wet, dirty, cold, and bug-ridden – but evenings should have few discomforts.
Soft adventures are built around developing very personal events for the guest. Soft adventure operations require staff to have a broad knowledge base, along with a high standard of manners, etiquette, and inter-personal communications skills.
3. ENCOURAGE DEVELOPMENT OF HARD ADVENTURE TOURISM PRODUCT OPPORTUNITIES
There are many possibilities, most of which have been developed or tried-out to some degree, but have not fully tapped into the market potential. Examples include: ♦ Rock climbing. This encompasses a variety of vertical challenges, elevations, traverse, and free climb opportunities that are pursued by dedicated enthusiasts. ♦ White water kayaking/rafting. Main Current Rafting Expeditions has been offering high quality day trips and expedition trips in the region, as an indicator of this potential. The Liard River has a number of significant rapids, whirl pools and extremes in water levels (25 feet change in 2007). It would be valuable to have avid river kayakers do a series of runs on the river to obtain their opinion of the areas with best potential. Communications with the B.C. Canoe and Kayak Association and the White Water Rafters Association could lead to a group coming north, running the rivers and giving a written assessment, which would be helpful. ♦ Hunting packages and promotion. This is well-established in the region for the past several decades with registered guide-outfitters in place. Approximately 25 registered guide-outfitters share wilderness leases and government rights of access in Northern B.C. Summer of
Tourism Attractions/Facilities 32 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
2007: The provincial government launched a campaign to increase by 25,000, the number of licensed recreational hunters in British Columbia. There are 3 categories of hunters: • International Hunter / trophy • Resident trophy / recreational • Food / subsistence residential hunter.
Guide Outfitters primarily earn their living from catering to the needs of the International Client. While a single trophy animal can be valued at $10,000-20,000 the net annual income to many guide-outfitters provides only a fairly a modest/subsistence income. Enhanced packaging and promotion of hunting experiences should be encouraged with guide- outfitters working closely with accommodation providers in the designated areas where tenures have been established. ♦ Fishing packages and promotion. This is also well-established with registered guide-outfitters offering packages and programs. The major draw for the Northeastern BC is access to Arctic Watershed freshwater species such as pike, walleye, grayling, and Arctic char. • Since 1994, overall sport fishing licences in BC have fallen by 50%. The provincial government, in cooperation with a number of tourism organizations, has begun a family oriented campaign to increase the number of young and old to take-up sport fishing. • Internationally, since 1999 BC has had to face major fishing competition from Russia and Siberia for similar species of fish. Other nations are able to offer fantastic fishing, good accommodations and lower pricing. This is especially true for Europeans who can now easily access Russian rivers, once closed under the Soviet regime. ♦ Mountain bike expeditions using logging roads, known seismic roads, mining roads, and trails. This activity would be an ideal marriage with an existing guide-outfitter/trail rides operator, as it would broaden their client base while utilizing existing trails away from the hunting season. Website pages dedicated to mountain bike opportunities would help promote this activity (include options for viewing mini-cam productions that feature water crossings, rock jumps, forest trails, etc.). ♦ Wilderness training and outdoor leadership schools. These can cater to youth, adult, and corporate markets. Partnerships could be developed with First Nations and established resorts to host multi- day/week programs on trekking the wilderness and learning true survival skills – this would definitely attract a niche market. Through planning of locations, trails, training workshops, activities, challenges a wilderness
Tourism Attractions/Facilities 33 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
training and outdoor school could have seasonal competitions in the Northern Rockies. All programs could be divided into the four seasons • Requires professionally accredited trainers, outdoor leadership graduates • Local outfitters / trappers / hunters to co-train the participants. • Outdoor schools can specialize by gender (male, female, co-ed) • Comparable examples include: Strathcona Park Lodge with their COLT and WYLD programs; NOELS (Northern Outdoor Education and Leadership School); Yamnuska Outdoor Centre at Canmore Alberta. ♦ Extreme endurance non-motorized racing. A possible example would be 4 days of mixed water, climbing, cycling overland to a known destination. The Raid the North Extreme race held recently in the Prince Rupert area and on Haida Gwaii is a good example. • Various types of “Eco-challenges” and Extreme-Trek competitions are possible. • These can be effectively marketed via various outdoor niche publications (e.g.- Runner, Triathlon, Out There) ♦ Consider events and programs that re-enact various aspects of the Hudson’s Bay trading routes and activities. • Paddle competition down the Liard River • Freighter Canoes, single canoe, mixed, women only • Bundle carry competitions • Hatchet Throws etc.
Alliances need to be built with the Association of Canadian Mountain Guides and the BC Canoe and Kayak Guides Association.
4. ENCOURAGE DEVELOPMENT OF FIRST NATION TOURISM OPPORTUNITIES
First Nations of the region have a lengthy and significant cultural heritage that has not been adequately interpreted or presented to date. There is no such interpretive centre along the Alaska Highway corridor. Partnerships could be developed between new First Nation operators and established non-Native operators to work together with inbound tourism operators and investors to develop Aboriginal cultural experiences for visitors.
On their own, Aboriginal tourism products are seldom the key or sole reason for a tour operator or independent traveller to come to British Columbia. Cultural tourism overall, however, accounts for some 50% of the reasons why tourists will plan trips to other countries and regions. Therefore, it is better to
Tourism Attractions/Facilities 34 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
promote the total cultural history of the Northern Rockies from pre-historic settlements to contemporary partnerships, which together are delivering a cultural tourism product with an Aboriginal focus. ♦ Aboriginal cultural interpretation programs. The opportunity exists for local First Nations to partner with other providers to develop an Aboriginal cultural experience themed reason to travel the Alaska Highway, featuring such elements as: • Traditional food gathering and processing • Traditional hide tanning and processing (moose, caribou, bison) • Traditional travel and trade route re-enactments • Traditional meals: gathering, processing, feasting ♦ Aboriginal interpretive programs at Liard Hotsprings Lodge. This lodge was recently purchased by the Fort Nelson First Nation. The location is prime, being directly on the Alaska Highway and across the highway from the Liard Hot Springs Provincial Park and Campground. The area’s history as a hot springs healing destination goes back thousands of years. The First Nation should consider developing a complete cultural heritage interpretation program with experiential- educational activities, such as the following: • Traditional Food gathering and preservation: walks, experiences and hands on workshops of a few hours / a few days. • Trail Rides / guide outfitter expeditions into the back country on traditional routes for gathering (hunting, fishing), foods and medicines. • Guide Outfitter lead expeditions over the mountains to trade with coastal peoples. • Cultural Programs including storytelling, feasts, learning folk art skills (tanning, smoking fish, basket-weaving, running a trap line, music and gift making). The cultural storytelling, traditional songs and dances would be ideal presentations to be given at the meeting place currently established in the Liard Hotsprings Provincial Park. ♦ Aboriginal soft adventure/learning vacation packages. Existing resorts could partner with First Nations to offer unique soft adventure and “learning vacation” experiences, such as the following: • Guided hikes, canoeing, kayaking • Trail rides, returning after 2 , 4 or 6 hours • Trail rides into wildlife viewing areas: fording rivers, riding trails to moose beds, fossil hunting, rock-hounding, gold panning • Soaking in a remote hot spring, after a day’s ride
Tourism Attractions/Facilities 35 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Have evening / day time education / experiential activities lasting 1-3 hours, ranging from story-telling, traditional dance and music to arts and culture workshops. Participants could be given one small take- away item symbolic of the activity. ♦ Tours to the site of the “old fort”. A guided interpretive tour (hike or horseback) could be developed to the site of the old fort which gave Fort Nelson its name, recounting the role of the First Nations in the fur trade and their own history and heritage in this region. ♦ A “Road to Wellness” themed tour could be developed, which would incorporate visits to the various known and to-be-developed hot springs, and include traditional healing and natural medicines. The learning of traditional medicine practices has a micro-niche marketing opportunity. • The gathering and processing lends itself to developing a much longer operating season i.e. Spring / Summer / Fall months. • Any instruction would require an exceedingly well trained presenter, with extensive field time plus academic study.
5. FACILITATE/ENCOURAGE PRIVATE SECTOR UPGRADING AND ENHANCEMENT OF EXISTING ATTRACTIONS, FACILITIES AND SERVICES
In the site visits and consultation undertaken for this study, it is clear that a number of existing operators are engaging in upgrading and enhancement of the facilities and services they provide. Frequently, however, there are constraints imposed by regulatory and jurisdictional issues associated with different levels of government (Town/Regional District, provincial and federal) and various departments or agencies at each level. As it has already been doing, the Regional District and Town can help operators deal with some of these issues by facilitating contact and meetings with the appropriate department or agency, or even helping to lobby provincial and/or federal politicians when confronted with unreasonable obstacles. Good examples include the following: ♦ Facilitate reinstatement of boat tours on Muncho Lake which cannot currently be operated because of the lack of an accessible docking facility. • Provision of such a dock within the Park for use by boat tours and other recreational boating, would be an appropriate public infrastructure component to provide, in order to have the valuable visitor activity and interpretation program that the boat tours offered. • The Regional District may be able to help the private sector entrepreneur effectively lobby the province to provide this infrastructure, subject to reasonable user fees.
Tourism Attractions/Facilities 36 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
♦ Facilitate access to less expensive electrical power and telecommunications are additional initiatives that the Regional District can and has been facilitating for small communities and businesses located to the north on the Alaska Highway. The Regional District can coordinate the various community and private sector interests and facilitate the necessary public and private sector partnering required to implement these upgrades. ♦ Encourage upgrading of passenger air service into Fort Nelson. This will involve ongoing liaison and dialogue with the current scheduled service provider, Central Mountain Air, and Canada’s main national and international carrier, Air Canada, which used to provide daily service between Vancouver and Fort Nelson. The absence of Air Canada is a major constraint on developing fly-in destination visitor traffic to the region, so this is a major concern. This results in much higher airfares for long distance travellers as the Fort Nelson add-on fare from Vancouver under Air Canada was minimal compared to having to book a separate fare on a different airline (Central Mountain Air). Enhanced destination marketing and packaging may help to restore Air Canada’s confidence in Fort Nelson as a destination, but it will be important to determine what their criteria are for re-establishing viable service. Passenger security screening at the airport would likely be a key requirement, so this would need to be examined. ♦ The Regional District could also play a role in facilitating the allocation of tourism-oriented land tenures within the Regional District’s boundaries, with the objective of encouraging additional outdoor adventure/ecotourism commercial activities, rather than just the traditional fishing and hunting outfitting tenures. Outdoor adventure and ecotourism represent a growing market opportunity, whereas hunting and fishing, generally speaking, are fairly static or declining in many of the key market origin areas as a result of shifting demographics.
6. CREATE AWARENESS OF STRATEGIC TOURISM INVESTMENT OPPORTUNITIES
As noted earlier, the destination marketing initiative will in and of itself help to promote investment attraction. However, some more specifically targeted tourism investment attraction activities could be undertaken such as the following: ♦ Create awareness of tourism development and investment opportunities identified in this Strategic Plan. For example, the privately owned Highway commercial sites along the Alaska Highway that are not currently operating could be identified as opportunities for investors to purchase and develop those sites.
Tourism Attractions/Facilities 37 Enhancement and Development
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Owners could be contacted to ascertain their plans, if any, and the Regional District could offer to list their site as a tourism investment opportunity within the Economic Development portion of the Regional District’s website. • Any enquiries which come into the Economic Development Office could be directed to the site owner in each case. • The Regional District would not get involved in any transactions, but could play a facilitator role, with the aim of encouraging appropriate investment that will enhance the Region’s tourism industry. • The Regional District could also apply for grants from provincial and federal government agencies to facilitate specific tourism projects. ♦ Attend appropriate trade shows and conferences. This can be a way of making contact with potential investors in everything from accommodation properties to adventure and ecotourism operations. There are a number of resort and hotel investment forums that could be relevant for making contact with prospective investors in this type of operation, as well as attendance at the Wilderness Tourism Association and BC River Outfitters Association’s Annual Conferences to make contact with existing major players in outdoor adventure/ecotourism who might have an interest in establishing branch operations within the Northern Rockies.
Tourism Attractions/Facilities 38 Enhancement and Development
4 –PRODUCT DELIVERY: TOURISM INDUSTRY ORGANIZATION AND TRAINING
In addition to creating a much stronger marketplace awareness of the Northern Rockies as a premier tourism destination and enhancing the tourism products, facilities and services available, it is essential to ensure that visitors experience high quality service and hospitality throughout their visit to the region, including a strong welcome from front-line staff and local residents.
From the research and consultation of this study it is clear that the Region’s tourism industry needs to be better engaged as a group to develop and promote the tourism sector in the Northern Rockies. While a number of the operators belong to organizations such as NRAHTA and Northern BC Tourism, there is probably a need to engage the industry organizationally within the Northern Rockies itself. This will require implementation of a community and industry awareness program as well as specific organizational strategies, and then encouraging upgraded hospitality training to deliver high-quality tourism products and services. Three specific recommended strategic actions associated with this third core strategy are as follows: 1. Implement a Community and Industry Awareness Program on the benefits of tourism 2. Organize and engage the Northern Rockies tourism industry as a group 3. Facilitate enhanced hospitality and interpretive guide training within the region.
These strategic actions are described in more detail on the following pages.
1. IMPLEMENT A COMMUNITY AND INDUSTRY AWARENESS PROGRAM ON THE BENEFITS OF TOURISM
As part of this study, in Chapter 4, we have highlighted the value of tourism to the Northern Rockies, with an indication of the order of magnitude economic benefits and non-economic benefits for this important sector of the economy. Many businesses that may not on the surface appear to be in tourism do benefit directly or indirectly from tourism expenditures within the Region and should be made aware of this. This applies to all gasoline and automotive service centres, along with restaurant and fast food outlets, as well as most retail establishments and many other local service businesses. The Chamber
Product Delivery: Tourism Industry 39 Organization and Training
Northern Rockies / Fort Nelson Tourism Strategic Plan
of Commerce currently endeavours to promote the benefits of tourism among its members, but this should be enhanced with the following initiatives targeted at both businesses and residents: ♦ Newsletter. Some type of “Tourism is Your Business” newsletter from the Northern Rockies and Town of Fort Nelson could be circulated once or twice a year in mailings that are already going to residents and businesses in the region. The newsletter could be a simple two sides of a page format and would highlight tourism business successes, make a note of the numbers of visitors travelling through the Region each year and the dollars they are spending, and give examples of businesses and community services that benefit directly or indirectly as a result of tourism. Typically there are more commercial and retail facilities and community services because of the incremental financial support provided to all of these by tourism use. ♦ Website posting. The same type of information could be posted on the Regional District’s website and e-mailed directly to all businesses that have an e-mail address. ♦ Local newspaper articles. Tourism staff could write or have a writer prepare occasional articles that would appear in the local newspaper, again highlighting the benefits and impacts of tourism within the region and the importance of providing friendly northern hospitality to all visitors. ♦ Annual Northern Rockies Tourism Awards as part of Chamber’s Business and Community Excellence awards. The annual tourism industry awards should be accompanied by appropriate media publicity so that they become another good community awareness tactic.
2. ORGANIZE AND ENGAGE THE NORTHERN ROCKIES TOURISM INDUSTRY AS A GROUP
Tourism Northern Rockies should be given an official status as an office or department within the Northern Rockies Regional District. This is partly the case already, although we recommend that a full-time staff person be engaged as a dedicated Tourism Coordinator to spearhead this function. This staff person would report to the Regional District’s senior management and also take advice from a Tourism Advisory Committee. ♦ Stakeholder-based organization. The overall premise of Tourism Northern Rockies would be that all tourist operators and tourist related businesses are in effect partners or stakeholders in the organization – there would be no specific membership dues. This is a concept that is currently popular among many tourism-oriented organizations and
Product Delivery: Tourism Industry 40 Organization and Training
Northern Rockies / Fort Nelson Tourism Strategic Plan
associations as the practical costs of collecting membership fees can often exceed the fees generated. • All stakeholders are then provided with opportunities to participate in various marketing and promotional activities on a fee for service basis. • While they may receive basic listings in the Northern Rockies Travel Guide and on the website for free, enhanced listings and participation in other advertising and promotional activities would be subject to a participation fee which would allow the Regional District to recover some of its costs for destination marketing and promotional activities. ♦ Establish Tourism Advisory Committee. We recommend that the Tourism Advisory Committee (TAC) be established in a manner that would ensure various types of tourism interests are represented on the Committee. Therefore, individual Committee members should be recruited that would represent the following interests: • Attractions and activities • Roofed accommodations and campgrounds • Adventure/ecotourism operators and outfitters • First Nations • Retail services • Key communities.
It is important that members include a cross-section from Fort Nelson and throughout the Northern Rockies Regional District. The Tourism Advisory Committee should include a Town/Regional District Councillor/Board Member to ensure close communication between the Committee and Council, which is essential. The Committee’s role would be to help direct and set the agenda for the various activities and initiatives of the Tourism Office, subject to approval by the Regional District Board and Town Council. In order to keep current on tourism and related issues throughout the region, some of the Committee’s meetings each year should be scheduled for communities within the region that are located north of Fort Nelson.
The proposed overall tourism industry organizational structure is shown in the organization chart of Figure 4.1. A key role for the Tourism Advisory Committee would be to oversee the implementation of this Tourism Strategic Plan and monitor the progress on an ongoing basis, supported by the full- time staff position.
Product Delivery: Tourism Industry 41 Organization and Training
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 4.1: Organization of Tourism Northern Rockies
Tourism Advisory Committee
Tourism Coordinator
Access to Admin. Project Support/ Support Contracts
Source: Meadfield Consulting Inc.
The Tourism Advisory Committee itself would report to the Regional District Board/Town Council and would provide overall direction to the full-time tourism staff person, shown above as a Tourism Coordinator. The Tourism Coordinator position would report on a day-to-day basis to senior management within the Town/Regional District. The Tourism Office would be funded by the Regional District, although some costs would be recovered through private sector participation in marketing and promotional activities, as well as accessing funds that may be available from special programs offered by provincial and federal agencies.
3. FACILITATE ENHANCED HOSPITALITY AND INTERPRETIVE GUIDE TRAINING WITHIN THE REGION
In addition to SuperHost training for frontline staff in the tourism and hospitality industry within the region, First Host training could be encouraged for First Nations participating in the tourism industry, as well as an interpretive guide training program, which has been outlined in the opportunities of Chapter 5 of this report. Appropriate recruiting strategies should be developed, by encouraging contact with various tourism and hospitality industry college and university programs that are offered within BC and have many students looking for seasonal, full-time and cooperative program placements within the industry. ♦ In particular we would recommend networking with the faculty of the Adventure Tourism Program at Thompson Rivers University in Kamloops (formerly the University College of the Cariboo).
Product Delivery: Tourism Industry 42 Organization and Training
Northern Rockies / Fort Nelson Tourism Strategic Plan
• This program has been training students for careers in outdoor adventure and ecotourism for the past 15 years and many of its alumni have gone on to careers within the province, including establishing their own businesses. ♦ Northern Lights College, which has a campus in Fort Nelson, has offered a Northern Adventure Tourism Program at its Atlin campus (currently under review), so may be another possible source of potential employees. ♦ There are several other colleges and universities in the province that offer diploma and degree programs in tourism and hospitality that should also be contacted and networked with: • Capilano College (Tourism & Outdoor Recreation Management & Leadership Programs, Wilderness Leadership Certificate Program) • BCIT • North Island College (Adventure Tourism Diploma - Campbell River Campus) • University of Victoria (Hospitality/Tourism Management) • University of Northern British Columbia (Resource-based Tourism) • Malaspina University College (Department of Recreation & Tourism Management) • Simon Fraser University (School of Resource & Environmental Management)
Other colleges in BC with certificate and diploma programs such as: • Camosun College • College of New Caledonia • College of the Rockies • Douglas College • Kwantlen University College • Native Education Centre • Northwest Community College • Okanagan University College • Selkirk College • Yukon College.
In addition, there are private institutions offering tourism-related programs • Sprott-Shaw Community College • Vancouver Career College • Vancouver Premier College of Hotel Management
Product Delivery: Tourism Industry 43 Organization and Training
Northern Rockies / Fort Nelson Tourism Strategic Plan
• Canadian Tourism College • Tourism Training Institute.
Part of this initiative would really be a facilitation process wherein the Northern Rockies Tourism Office would liaise with tourism industry operators on a regular basis to understand their recruiting needs and current job openings, and help to pass on this information to faculty and students in the various college programs. ♦ It may even be appropriate to engage with some of the leading colleges in other provinces that have tourism programs such as in Ontario where students in these programs might welcome an opportunity for seasonal employment in the Northern Rockies, which they would see as a unique adventure in addition to being seasonal employment. ♦ Georgian College in Barrie and Fleming College in Lindsay and Peterborough offer relevant tourism management training and outdoor adventure/ecotourism programs that could be considered, along with Lakehead University in Thunder Bay.
For specialized training sessions and initiatives for the staff of individual tourist operators, the following programs and initiatives should be considered: ♦ SuperHost – Tourism BC ♦ GO2 (Independent Organization helping BC’s tourism industry attract and keep a dynamic, skilled workforce) ♦ Summer Career Placements Initiative (Government of Canada’s Youth Employment Strategy).
Repeated studies firmly indicate that companies which invest in their staff training and education reduce overall staffing and human resource costs. Encouraging loyalty results in staff putting in extra effort “for the organization”, staying with their employer instead of job hunting. Loyal, educated staff typically reduce overall human resources costs as companies save on advertising jobs, staff selection time and costs, staff orientation/training, and government paper work at the time of hiring and at tax time.
Product Delivery: Tourism Industry 44 Organization and Training
5 – IMPLEMENTATION AND ACTION PLANS
It is intended that this Tourism Strategic Plan be implemented over the next five to ten years, as time and resources permit. We have prepared specific action plans for the key recommended strategic initiatives in each of the three core strategy areas, as well as an overall implementation schedule.
ACTION PLANS FOR RECOMMENDED STRATEGIC INITIATIVES
We have prepared individual action plans for each of the overall strategic initiatives recommended for the three core strategies: ♦ Marketing and Awareness – Develop and implement a sophisticated Northern Rockies Destination Marketing Program. ♦ Product Development – Facilitate tourism attractions and facilities enhancement, development and tourism investment attraction. ♦ Product Delivery – Enhance community and industry engagement, tourism industry organization, and hospitality training.
For each Action Plan we have specified the key actions, the lead organization and partners that need to be involved, the priority level, and the timing of implementation over the five year life of the current Strategic Plan. Three priority levels have been specified – 1, 2 and 3 – which are essentially the degree of urgency associated with implementing a specific recommended strategic initiative.
Implementation and Action Plans 45
Northern Rockies / Fort Nelson Tourism Strategic Plan
Marketing and Awareness Action Plans
These are shown in Figure 5.1, which follows, for each of the four principal strategic initiatives associated with the marketing and awareness core strategy.
Figure 5.1: Marketing and Awareness Action Plans
Priority Lead Organization and Marketing Strategic Initiative / Action Plan Level/ Partners Timing 1. Revamp existing print and electronic promotional Lead: 1 materials featuring the Northern Rockies’ brand. Tourism Advisory Decide on initiatives to undertake in each fiscal year Committee, Tourism Staff Years Define specifications of any new promotional 1-2 publications Partners: Work with graphic designers to design and produce new NRAHTA, NBC Tourism, publications tourist operators Determine distribution patterns and arrange for distribution via brochure distribution companies and tourism industry partners (NRAHTA, NBC Tourism) Work with website designer to develop new tourism website and establish procedures/responsibility for ongoing updating of information Work with tourism promotional video producer and partners at NBC Tourism to produce appropriate video material for use on website and distribution on CD’s DVD’s 2. Implement image and awareness advertising and Lead: 1 promotional activities. Tourism Advisory Determine advertising budget available for next fiscal Committee, Tourism Staff Years year 1-2 Identify partnership opportunities for leveraging Partners: advertising expenditures (e.g.- with NRAHTA, NBC NRAHTA, NBC Tourism, Tourism) tourist operators Select media to place advertisements Work with graphic designers to design appropriate advertisements, tailored to each media Undertake media relations activities including issuing of press releases and working with partners to attract travel writer and media visits to the region Attend key travel trade and consumer shows, partnering with NRAHTA, NBC Tourism and tourist operators in the Northern Rockies, as appropriate Liaise closely with NRAHTA and NBC Tourism to ensure that the Northern Rockies has a strong presence and top-of-mind awareness in all of their marketing and promotional activities
Implementation and Action Plans 46
Northern Rockies / Fort Nelson Tourism Strategic Plan
Priority Lead Organization and Marketing Strategic Initiative / Action Plan Level/ Partners Timing 3. Undertake effective regional partnership marketing and Lead: 2 packaging. Tourism Advisory Facilitate development of a Northern Rockies Vacation Committee, Tourism Staff Years Packages Program, working with interested tourist 1-2 operators in the region Partners: Ensure there is a lead operator (usually the main NRAHTA, NBC Tourism, accommodation establishment) for each package who tourist operators will be responsible for sales and revenue
Feature packages on the Northern Rockies tourism website with hotlinks to the package lead operator Identify local entrepreneurs that could offer tour guide and inbound tour operator services and help to connect them with market opportunities 4. Focus on strategic promotion to niche market Lead: 3 segments that are best suited to the Northern Rockies. Tourism Advisory Determine market niches that are of highest interest Committee, Tourism Staff Years currently (e.g.- soft adventure/ecotourism, hard 2-5 adventure) Partners: Identify organizations, publications and other media that NRAHTA, NBC Tourism, reach these markets cost effectively tourist operators Develop appropriate advertisements, fliers and other low cost print and electronic promotional materials targeted to the specific niche markets Source: Meadfield Consulting Inc.
Implementation and Action Plans 47
Northern Rockies / Fort Nelson Tourism Strategic Plan
Product Development Action Plans
These are shown in Figure 5.2, which follows, for each of the six principal strategic initiatives associated with the product development core strategy.
Figure 5.2: Product Development Action Plans
Priority Lead Organization and Product Development Strategic Initiative / Action Plan Level/ Partners Timing 1. Develop additional interpretation related opportunities. Lead: 1 Continue staff and Council commitment to the Scenic Tourism Advisory Byway Program initiated in partnership with NRAHTA – Committee, Tourism Staff, Years complete the inventory process and identify priority Regional District Board and 2-5 community projects Town Council Liaise with Ministry of Transportation and BC Parks regarding implementation of additional signage marking Partners: points of interest and tourism businesses, as well as NRAHTA, NBC Tourism, interpretive signage within Provincial Parks BC Parks, Ministry of Work with BC Parks and the Go2 Human Resources Transportation, Muskwa- Office in Vancouver to train local guides for Parks Kechika Advisory Board interpretation and regional sightseeing – RD Board and Town Council to provide political support/lobbying Economic development and tourism staff should liaise with designers of new Recreation Complex to ensure that the Visitors Centre component is appropriately designed (strong street-front presence and separate entrance) and will allow for development of an initial phase of the Northern Rockies/Muskwa-Kechika Interpretive Centre Work with partners including the Muskwa-Kechika Advisory Board and BC Parks to initiate and develop the Interpretive Centre concept and seek the endorsement of the M-K Advisory Board Seek funding from provincial and federal agencies to develop suitable exhibits and audio-visuals for the Interpretive Centre 2. Facilitate development of soft adventure/ecotourism Lead: 2 tourism product opportunities. Tourism Advisory Tourism staff should work with the TAC and industry Committee, Tourism Staff Years partners to identify the most suitable soft 2-3 adventure/ecotourism products to initiate – likely Partners: packages developed by the partnering of existing NRAHTA, NBC Tourism, accommodation, transportation and outdoor adventure tourist operators, arts and operators cultural groups Partner with arts and cultural groups to facilitate
development of culturally oriented packages and programs such as “Arts in the Wilderness” or “People of the North” experiential packages
Implementation and Action Plans 48
Northern Rockies / Fort Nelson Tourism Strategic Plan
Priority Lead Organization and Product Development Strategic Initiative / Action Plan Level/ Partners Timing Determine the lead tourist operator for each new product and package and provide marketing and promotional support via the Northern Rockies Tourism website, media relations activities and co-op advertising opportunities Consider partnering with Watson Lake to develop and implement “Northern Rockies Northern Lights” winter packages Work with NRAHTA and NBC Tourism to further support the marketing and linkages to products and packages in other parts of Northern BC 3. Encourage development of hard adventure tourism Lead: 3 product opportunities. Tourism Advisory Tourism staff should work with the TAC and industry Committee, Tourism Staff Years partners to identify the most suitable hard 2-3 adventure/ecotourism products to initiate – help Partners: operators in liaising with BC Parks and Integrated Land NRAHTA, NBC Tourism, Management Bureau to seek any required approvals tourist operators, BC Parks, Determine the lead tourist operator for each new hard Integrated Land adventure product and package and provide marketing Management Bureau and promotional support via the Northern Rockies
Tourism website, media relations activities and co-op advertising opportunities Pursue possible hard adventure events or races by contacting event/race organizers for suitable possibilities such as Raid the North Extreme and Eco- Challenge – invite them to the Northern Rockies on a familiarization tour Partner with NBC Tourism and NRAHTA to secure and implement possible race events, working with their media relations specialists 4. Encourage development of First Nation tourism Lead: 1 opportunities. Tourism Advisory TAC and Tourism Staff should initiate a dialogue on Committee, Tourism Staff Years tourism planning and development with the Fort Nelson 2-5 First Nations Council and staff Partners: Work with them to determine the most suitable NRAHTA, NBC Tourism, opportunities to pursue and how the Town and Regional tourist operators, Fort District can be a supportive partner, along with other Nelson First Nations non-Aboriginal tourism industry partners Development of Aboriginal interpretive programs and guided excursions that could be offered to guests at the Liard Hot Springs Lodge and/or in the Fort Nelson area might be an appropriate first step Suitable First Nations exhibits for the Northern Rockies/Muskwa-Kechika Interpretive Centre could also be developed, if that initiative goes ahead
Implementation and Action Plans 49
Northern Rockies / Fort Nelson Tourism Strategic Plan
Priority Lead Organization and Product Development Strategic Initiative / Action Plan Level/ Partners Timing 5. Facilitate/encourage private sector upgrading and Lead: 1 enhancement of existing attractions, facilities and Tourism Advisory services. Committee, Tourism Staff Years Identify the specific shortcomings as outlined in this 1-5 Tourism Strategic Plan document – upgrading of Partners: specific interpretive sites, rest areas and highway pull- NRAHTA, NBC Tourism, offs, and signage (need to select locations in greatest tourist operators, BC Parks, need); upgrading of run-down accommodation facilities Ministry of Transportation, and services at some locations along the Alaska Integrated Land Highway Management Bureau For public sector attractions, points of interest and signage, liaise with appropriate provincial and federal authorities to secure partner funding and approvals – this ties-in with the interpretation related opportunities noted earlier For private sector attractions, facilities and services the focus will be on liaising with the owner(s) or operator to encourage upgrading or the sale of the business to adequately capitalized investors, or helping them secure land tenures or permits, working with BC Parks and the Integrated Land Management Bureau 6. Create awareness of strategic tourism investment Lead: 2 opportunities. Tourism Advisory Identify specific tourism investment opportunities Committee, Tourism Staff Years available in Fort Nelson and the Northern Rockies – 1-5 including any tourism businesses and sites that are Partners: currently for sale, as well as possible business Town and Regional District opportunities such as for commercial outdoor recreation Planning and Development operators (e.g.- rafting, kayaking, canoeing, hiking, etc.) staff, Chamber of at suitable locations Commerce, NRAHTA, NBC Post the possible opportunities with descriptions and Tourism, tourist operators points of contact (e.g.- owners, real estate agents,
Chamber of Commerce) on the Northern Rockies Tourism and Regional District websites Attend suitable trade shows and conferences to make contact with prospective investors and make them aware of possible opportunities When investors decide to proceed, facilitate local planning and development approvals, where appropriate Source: Meadfield Consulting Inc.
Product Delivery Action Plans
These are shown in Figure 5.3, which follows, for each of the three principal strategic initiatives associated with the product delivery core strategy.
Implementation and Action Plans 50
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 5.3: Product Delivery Action Plans
Priority Lead Organization and Product Delivery Strategic Initiative / Action Plan Level/ Partners Timing 1. Implement a Community and Industry Awareness Lead: 1 Program on the benefits of tourism. Tourism Advisory Work with Chamber of Commerce to implement series Committee, Tourism Staff Year 1 of local newspaper articles about tourism and its benefits Partners: Post information about the tourism industry and its Chamber of Commerce positive impacts on the region on the Town and Regional District website Develop and distribute a “Tourism is Your Business” newsletter highlighting recent tourism developments, activities, events and impacts/benefits Work with the Chamber of Commerce to initiate annual Tourism Awards that could tie-in with the Chamber’s Business and Community Excellence awards 2. Organize and engage the Northern Rockies tourism Lead: 1 industry as a group. Tourism Advisory Establish new tourism industry organizational structure Committee, Tourism Staff Year 1 with new Tourism Advisory Committee (TAC) Establish full-time tourism staff position as Tourism Partners: Manager or Coordinator, to work closely with TAC Regional District Board and Encourage industry participation on TAC and in Town Council, tourist partnership initiatives related to implementation of the operators Tourism Strategic Plan 3. Facilitate enhanced hospitality and interpretive guide Lead: 2 training within the region. Tourism Advisory Arrange for SuperHost and FirstHost hospitality training Committee, Tourism Staff Years programs for Fort Nelson and Northern Rockies tourist 1-2 operators Partners: Liaise with appropriate educational institutions (e.g.- Tourism BC, FirstHost, BC Northern Lights College), Go2 Human Resources Office Parks, Go2 Human and BC Parks to facilitate access to interpretive guide Resources Office, tourist training opportunities operators Encourage tourist operators, students and entrepreneurs to take advantage of the various training opportunities by communicating the bottom line benefits to businesses and attractions of well-trained staff Source: Meadfield Consulting Inc.
OVERALL IMPLEMENTATION SCHEDULE
We have prepared an overall schedule for implementing the recommended core strategies and strategic initiatives contained in this Tourism Strategic Plan.
Implementation and Action Plans 51
Northern Rockies / Fort Nelson Tourism Strategic Plan
This is included on the following page in Figure 5.4, where the chart shows in which years each of the strategic initiatives will be implemented during the next five years.
It is important to stress that this is a five-year Strategic Plan and it will be essential to monitor progress of the key initiatives on an annual basis and make appropriate refinements as circumstances change. At the end of the five-year period the entire Plan should be reviewed and updated to reflect current conditions, priorities and resources available at that time. The annual monitoring and review activities should include the following: ♦ Convene an annual Tourism Advisory Committee meeting specifically to review implementation. ♦ Prepare a brief Annual Report on the progress of implementation during each year. ♦ After this annual review have a “Talk of Town” radio program focussed on the progress of implementing the Tourism Strategic Plan. ♦ Communicate ongoing progress of implementation via the website and occasional press releases.
In any staff reports to Council that pertain to tourism, there should be a clear link or reference to the Tourism Strategic Plan.
Implementation and Action Plans 52
Northern Rockies / Fort Nelson Tourism Strategic Plan
Figure 5.4: Overall Implementation Schedule
Year CORE STRATEGY / STRATEGIC INITIATIVE 2008 2009 2010 2011 2012 1 – Northern Rockies Destination Marketing Program 1.1 Revamp existing print and electronic promotional materials 1.2 Implement image and awareness advertising and promotional activities 1.3 Undertake effective regional partnership marketing and packaging 1.4 Focus on strategic promotion to niche market segments
2 – Product Development
2.1 Develop additional interpretation related opportunities 2.2 Facilitate development of soft adventure/ecotourism tourism products 2.3 Encourage development of hard adventure tourism products 2.4 Encourage development of First Nation tourism opportunities 2.5 Facilitate/encourage private sector upgrading/enhancement of attractions, facilities and services 2.6 Create awareness of strategic tourism investment opportunities
3 – Product Delivery
3.1 Implement a Community and Industry Awareness Program on the benefits of tourism 3.2 Organize and engage the Northern Rockies tourism industry as a group 3.3 Facilitate enhanced hospitality and interpretive guide training
Implementation and Action Plans 53
APPENDIX A – STUDY PROCESS
Study Process A-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix A
ELEMENTS OF TOURISM STRATEGIC PLAN
The following key elements have been addressed by the consultation, research and analysis, as well as the recommended strategies that are included in this Tourism Strategic Plan: 1. Assessment of Fort Nelson’s and the Northern Rockies’ current tourism accommodations and attractions base, identifying key needs and opportunities. 2. Establishing the overall goals and objectives for developing tourism in the Northern Rockies and preparing appropriate strategies to fulfil these objectives. Specific tourism development and marketing goals and objectives are defined along with strategies to achieve them. This has been done based on thorough and up-to-date research and analysis, along with extensive consultation with tourist operators from Prophet River to the Yukon border by key members of the consulting team. 3. Identifying the tourism development opportunities that best match marketplace requirements. The location of the Northern Rockies and Fort Nelson in relation to the major urban markets poses a challenge. This Tourism Strategic Plan is designed to ensure a strong product-market match. We have identified the resources that offer the best tourism development potential and, in particular, what natural, cultural and heritage resources can be further developed to enhance tourism in the region, all in the context of meeting marketplace needs. 4. Determining how the new opportunities can be developed and implemented. When examining key strategic tourism opportunities we have considered how they can be developed and operationalized. 5. Outlining the best approach to marketing and promoting the region’s tourism industry. An important component of this Strategic Plan is an updated Tourism Destination Marketing and Promotional Plan, based on the research, analysis and consultations undertaken in this study. 6. Ensuring the Tourism Strategic Plan can be effectively implemented. We outline other steps and roles and responsibilities of the Town, Regional District and other partners in implementing key recommendations.
STEPS IN THE OVERALL STUDY PROCESS
These are shown in the flow chart of Figure A.1, which follows.
Study Process A-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix A
Figure A.1: Steps Undertaken to Prepare Tourism Strategic Plan
INITIAL PRODUCTS & OPPORTUNITIES & MARKETING & RESEARCH/ MARKETS DEVELOPMENT STRATEGIES IMPLEMENTATION CONSULTATION
Product Strategies & Assessment Opportunities
Review of Existing Studies/ Documents/ Data Site Visits and Identifying Overall Industry Tourism Tourism Implementation Consultation Opportunities Strategies Plan
Initial Interviews/ Market Analysis Marketing and Market Promotion Assessment
Source: Meadfield Consulting Inc.
RESEARCH, SITE VISITS AND CONSULTATION
To prepare an effective Tourism Strategic Plan for the Northern Rockies, the consulting team deployed a process of thorough background research, site visits throughout the region, and interviews/consultation with key tourism stakeholders and businesses.
Review of Existing Reports, Documents and Data
The documents reviewed during the research process for this study are included in Appendix F of this report.
Interviews/Meetings with Tourism Operators
The consultants conducted meetings and personal interviews with tourism operators in Fort Nelson and along the Alaska Highway, in early July 2007. These visits revealed that many operators have immediate and long range concerns for their own and the region’s economic survival. Additional operators have closed up as of 2007, continuing a trend of the past several years.
Study Process A-3
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix A
Senior members of the consulting team toured around the Town of Fort Nelson and visited/experienced many of the key tourism oriented operations including attractions, roofed accommodations and campgrounds, restaurants and fast food outlets, retail outlets, and the Visitor Centre. The consultants also visited the majority of the principal tourist operations located directly along the Alaska Highway corridor between Fort Nelson and Watson Lake including the following: ♦ Coal River Lodge & RV Park ♦ Contact Creek Lodge ♦ Double G Services ♦ Fireside Car/Truck Stop Motel ♦ Iron Creek Lodge ♦ Liard Hotsprings Provincial Campground ♦ Liard Hotsprings Lodge ♦ Northern Rockies Lodge ♦ Rocky Mountain Lodge ♦ Smith River Falls ♦ Stone Mountain Safaris Ltd. ♦ Summit Lake Campground ♦ Tetsa River Campground ♦ Tetsa River Outfitters ♦ The Poplars Campground & Cafe ♦ Toad River Lodge & RV Park
At most of the commercial operations the consultants interviewed the owner(s) or proprietor(s).
On a previous visit in June, the consulting team leader also visited and toured the Fort Nelson Heritage Museum, which has undergone a number of improvements over the past few years, but still retains its authentic frontier charm and is a “must see” for visitors.
Study Process A-4
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix A
General Observations based on Visits and Interviews
The region’s tourism operators have faced a number of difficult circumstances that particularly impact the lucrative American tourist market. Since the writing of the SWOT / Tourism Essentials report in early 2006, a number of events have occurred that are or will significantly impact tourism operators in Northeastern British Columbia. Examples of these events include: ♦ Fuel price increases to as high as $1.57 per litre along the Alaska Highway during July of 2007 ♦ The value of the Canadian dollar has continued its rapid rise to the point where it is at par with the U.S. dollar as of late September 2007. ♦ The requirement of all U.S. citizens to have passports for international travel by road and other surface transportation modes as of 2008 or 2009 ♦ Immense airport bottlenecks in American terminals as a result of nationwide air traffic control inadequacies and tightened security.
In conversation with local tourism operators issues around staff recruitment, retention and retraining constantly surfaced, as the following observations demonstrate: ♦ Most of the highway operations are owner-operated with the owners supplying much of the labour, supplemented by seasonal staff where available and affordable. The pace can be hectic and stressful and the financial rewards frequently modest. ♦ Property ownership is in effect the pension plan for many of these owner/operator couples. Investors will need to have powerful reasons to purchase the old hotels / cafes for property prices in the range of $1-2 million+. ♦ Serious illness of a proprietor could result in the closing of one of the dwindling (less than 10) full service roadside stops (accommodations, fuel, café, RV camping, activities), because of the lean staffing and management configurations. ♦ Tourism staff recruitment and retention in the region is currently a problem. • Other industries are offering better hours and significantly better wages/ salaries/benefits • Historically resource extraction communities (forestry, mining, oil & gas) have considered tourism in a very negative light as offering low paying and menial jobs
Study Process A-5
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix A
• The attitude towards visitors and tourism by some local residents and businesses is not always positive, in spite of the direct or indirect benefits they derive. ♦ Most operators observed, however, that the American market continues to be their primary source of tourism business. ♦ Some of the larger accommodation operators noted that motorcoach tours continue to be an important market segment providing as many as 25-30 groups per season for some operators.
In spite of these problems it was evident that some operators had kept pace with the times and have made some significant upgrading investments.
Study Process A-6
APPENDIX B –TOURISM RESOURCES AND INFRASTRUCTURE
Tourism Resources and Infrastructure B-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
The dominant infrastructure component from a tourism point of view in the Northern Rockies is the Alaska Highway, which traverses the entire region, from Prophet River south of Fort Nelson, all the way north to the Yukon border. This famous pioneering road was once most memorable for its deep muddy sections and frequent flat tires. Exhausted travellers needing a hot shower and soft bed filled a few dozen wayside stations en route.
Since the 1990’s the potholes and mud have been replaced by an all weather seal-coated wide highway. Today’s travellers are “pilots of blacktop”, in highly engineered, self contained, long haul motor homes, RV’s, campers and cars/trucks. In 2005, exit surveys identified that less than 50% of the travellers use the once popular wayside motels/cafés, which at one time were the mainstay of the region’s tourism industry. Many opt to stop overnight at government built wayside pull-offs, keeping even more dollars from hotel/ café owners.
The tourism sector in the Northern Rockies continues to be important, in spite of this decline and the predominance of resource extraction activity in the area. Tourism continues to have excellent growth potential in the Northern Rockies with the strategic location on the Alaska Highway being a key strength. Between April and September each year, approximately 320,000 visitors travel through the region on the Alaska Highway.
PRINCIPAL ATTRACTIONS/FEATURES
Several types of attractions draw visitors to the area, including: ♦ The Alaska Highway itself as a key tourist travel route and heritage attraction, featured in many travel guides and attracting: • Americans travelling to Alaska • Canadians to Yukon/Alaska and within Northeastern BC and Northwestern Alberta • A significant RV market (both Canadian and American) • Numerous motorcoach tours. ♦ The outdoor wilderness environment of the Northern Rockies, which encompasses: • The Muskwa-Kechika Management Area • Many long-standing and some more recently developed provincial parks and ecological reserves, including majestic Muncho Lake and Liard Hotsprings Provincial Parks • Endless scenic vistas and unspoiled backcountry with spectacular mountains, crystal clear lakes and rivers, glaciers and a diversity of abundant flora and fauna
Tourism Resources and Infrastructure B-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
♦ Outstanding outdoor adventure/ecotourism experiences and potential ranging from hiking, backpacking and mountaineering to river rafting, kayaking, horseback riding and camping ♦ Fishing and hunting.
Developed Tourist Attractions and Features
In Figure B.1 we have listed principal attractions and features of the Northern Rockies and Fort Nelson that are of particular interest to outside visitors.
Figure B.1: Principal Developed Attractions/Features in the Northern Rockies
Attraction/ Category Location Description Feature Culture/ Fort Nelson Fort Nelson Museum captures the early days of fur Heritage Heritage Museum trading and trapping in Fort Nelson and its place in the history of the construction of the Alaska Highway. Fantastic collection of memorabilia and vintage cars and trappers cabin Mile 300 Fort Nelson Commemorates the location of Fort Nelson Monument as a major staging route on the Alaska Highway Phoenix Theatre Fort Nelson 275-seat theatre showing movies, live performing arts and concerts, also featuring an artists’ gallery. Adjacent to the library. Hiking Baba Canyon Mile 378 Alaska 5.5 km round trip to viewpoint - 3 hrs return Trails Highway or 11 km round trip to second viewpoint - 6 hrs return - moderate - waterfalls, canyons, rock formations, creeks - wildflowers Boulder Canyon Mile 448 Alaska 4.6 km round trip - 3 hrs return - moderately Highway easy - 25 ft. high canyon - waterfalls - best done in the fall when water levels are low Dunedin Trail Mile 368 Alaska Moderate, starts steep but has more gradual Highway gains - wildlife tracking, moose, sheep, elk, wolf, black bear and grizzly bear tracks Erosion Pillar Mile 376 Alaska 1 km round trip - 30 minutes return - easy - Trail Highway 30 ft erosion pillar - view of Mt. St. George - waterfall - Stone’s Sheep, caribou Flower Springs Mile 373 of Lake edge route - 13.6 km round trip - 5 hrs Trail Alaska Highway return or Radio Tower Route - 10.2 km round trip or 4 hrs return - moderately easy - bog cranberries, wildflowers, glacial moraines, mountain caribou, camping Fort Nelson Mile 300 Alaska 2.3 - 8.1 km - easy - fairly flat offering a Community Highway variety of trails - green, blue, purple loop - Forest bears, deer and woodpeckers. MacDonald Mile 378 Alaska 21 km - 3-4 days return - moderate - uneven
Tourism Resources and Infrastructure B-3
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Attraction/ Category Location Description Feature Creek Highway terrain - moose, caribou, Stone’s sheep and mountain goats - horseback riding Mineral Licks Mile 454 Alaska 1.3 km round trip - 45 minutes return - Trail Highway moderately easy - Trout River - wildlife - Stone’s Sheep Old Alaska Mile 438 Alaska 4 km round trip - 3 hrs return - easy but trail Highway Trail Highway to the viewpoint is moderately difficult - views of Muncho Lake Petersen Canyon Mile 432 Alaska 12 km round trip - 5 hrs return - moderately Highway easy - decommissioned section of Alaska Highway - waterfall - original bridges Red Rock Mile 436 Alaska 6 km round trip - 4 hrs return - moderate - Canyon Highway waterfall Smith River Falls Mile 495 Alaska 1.4 km round trip - 1 hour return - Highway moderately easy - waterfall - fishing - Stone’s Sheep Mile 440 Alaska Northern drainage - 4.2 km return - allow 3 Trail Highway hrs return & Southern drainage - 5.1 km return - 3.5 hrs return - moderately easy - waterfall - Stone’s Sheep Summit Peak Mile 373 of the 6.7 km round trip to upper viewpoint - 5 hrs. Trail (Mt. St. Alaska Highway 12.5 km round trip to peak - 9 hrs - Paul) moderately difficult - views of Flower Springs Lake & Summit Lake, rock ptarmigan and Stone’s Sheep - be prepared for all weather conditions and bring water Summit Ridge Mile 372 Alaska 4.5 km round trip - 3 hrs return - moderate - Highway panoramic view at the top - wildflowers, blueberries and rock ptarmigan Summit Tower Mile 373 Alaska 12 km roundtrip - 4 hrs - moderately easy - Road Highway alpine landscapes, wildflowers, caribou and moose Teeter Creek Mile 483 Alaska 1.2 km round trip - less than 1 hour - easy - Highway waterfall - fishing - Woods Bison are dangerous Teetering Rock Mile 345 of the 23 km roundtrip - 8 hrs return or overnight - Trail Alaska Highway difficult with multiple steep elevations - campsite - no water sources - black bears Tetsa # 1 Trail Mile 366 Alaska 4 km round trip - 2 hrs. return - moderately Highway easy - bird watching, ducks, wild berries The “Cut” Trail Mile 377 Alaska 6 km - 3 hours return - moderately easy - old Highway section of the Alaska Highway - Stone’s Sheep and caribou The Wokkpash Mile 378 or 382 71 km - 4-7 days for the loop - difficult - Trail Alaska Highway creek crossings - camping - hoodoos - Wokkpash Gorge - Forlorn Gorge - fishing - wildlife - wildflowers - birdwatching Tsimech Lakes Km14 12.5 km roundtrip - 8.5 second lake roundtrip Trail McConachie - moderate - fairly flat with short steep
Tourism Resources and Infrastructure B-4
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Attraction/ Category Location Description Feature Creek Road, Fort section - trails are seismic lines cut through Nelson the muskeg Outdoor Liard River Hot Liard River Hot Steamy warmth of the springs year-round Adventure Springs Springs lures visitors to soak in the hot pools, and Scenic Provincial Park surrounded by hanging gardens. Moose, Attractions bears, wolves, bird and plant species can be observed from the boardwalks Muncho Lake Muncho Lake Highlight of Muncho Lake Provincial Park is Provincial Park Deep, glacial lake tinted jade green by the copper oxide leaching out of the bedrock. Fishing, hiking, boating, lake tours, white water rafting, fly-in camping and remote retreats in rustic cabins Muskwa-Kechika Northern Rockies “Serengeti of the North” for wild vistas, raw Region beauty, and number and variety of animals and species. Kaska Dena & Treaty 8 First Nations culture. Wokkpash Stone Mountain Trail is a hiker’s paradise through dramatic Recreation Area Provincial Park scenery, wildlife, hoodoos and wilderness Wilderness Throughout Canoeing, kayaking and boating. Canoe exploration Northern Rockies down the Muskwa from Fort Nelson for wildlife spotting including grizzly bears and moose. Regional Andy Bailey 28 km southeast Large sandy beach makes it a popular and Regional Park of Fort Nelson swimming, boating, picnicking and fishing Provincial location. Wildlife viewing with black and Parks white spruce forests Liard River Hot Approx. 317 km Located on the Liard Plain, this park was Springs North West of created to protect a hot spring ecosystem, Provincial Park Fort Nelson the second largest in Canada. Stone Mountain 150 km west of Spectacular landscapes and wildlife viewing, Provincial Park Fort Nelson hiking to mountain valleys and lakes and horseback riding. Wokkpash Protected Area famous for hoodoos up to 30 metres high and Forlorn Gorge a miniature Grand Canyon. Summit Lake is highest point on the Alaska Highway. Tetsa River On Alaska For day use, camping, swimming, hiking. Regional Park Highway west of Steamboat Muncho Lake North and south Jade green lake up to 394 ft. deep, wildlife Provincial Park of the Community viewing, boat tours, fishing and white water rafting. Sports/ Aquatic Centre Fort Nelson 25-metre swimming pool, swirl pool and Recreation sauna Community Alaska Highway Hike, bike or walk through Fort Nelson’s Forest near Fort Nelson Lowlands ecosystem. Wildflowers and birdwatching
Tourism Resources and Infrastructure B-5
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Attraction/ Category Location Description Feature Poplar Hills Golf High above the 9-hole course offers driving range, putting & Country Club Muskwa Valley green, pro shop, rentals, concession, lounge and panoramic views of the Northern Rockies Recreation Fort Nelson Hockey, skating, roller-blading, curling, Centre lounge and viewing area Source: Compiled by consultants from numerous brochures, travel guides and the publication Northern Rockies Hiking Trails
Muskwa-Kechika’s Outstanding Natural Environment a Key Attraction
The scenery and natural environment of the Northern Rockies is truly spectacular and of international significance. This can be enjoyed by all visitors travelling along the Alaska Highway Corridor and even more so by those who venture into the region’s extensive backcountry.
Of particular note is the Muskwa- Kechika Management Area, which covers 6.4 million hectares in the Northern Rockies. This is a special land management zone that allows for varying levels of protection, conservation and use, enabling economic development while protecting a large, intact and predominantly inaccessible (by road) wilderness. ♦ It has sometimes been referred to as the “Serengeti of the North” because of the diversity and abundance of wildlife, not to mention the isolation, biodiversity, spiritual and cultural values of this spectacular wilderness area. ♦ The land base is huge, not just big! Skies, mountain peaks, river valleys, vistas, distances between settlements and villages/towns are forces in their own right which demand respect – for some visitors the land seems beyond vast and easy contemplation!
Approximately one quarter of the total land area of the M-KMA is comprised of parks and protected areas, including the 16 Provincial Parks and two ecological reserves listed in Figure B.2.
Tourism Resources and Infrastructure B-6
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Figure B.2: Parks and Protected Areas within Muskwa-Kechika Management Area
Name of Park or Reserve Park Designation Area in Hectares Dall River Old Growth Class A Provincial Park & Protected Area 644 Denetiah Class A Provincial Park & Protected Area 97,908 Dune Za Keyih Class A Provincial Park & Protected Area 347,789 Finlay-Russel Class A Provincial Park & Protected Area 122,795 Graham-Laurier Class A Provincial Park (& Protected 99,982 Area) Horneline Creek Class A Provincial Park 298 Kwadacha Wilderness Class A Provincial Park 114,444 Liard River Corridor/West Class A Provincial Parks & Protected 88,898 Area Liard River Hot Springs Class A Provincial Park 1,082 Muncho Lake Class A Provincial Park 86,079 Northern Rocky Mountains Class A Provincial Park & Protected Area 665,709 Ospika-Cones Ecological Reserve 1,282 Prophet River Hot Springs Class A Provincial Park 185 Redfern-Keily Class A Provincial Park 80,771 Sikanni Chief River Ecological Reserve 2,091 Stone Mountain Class A Provincial Park 25,179 Tetsa River Class A Provincial Park 103 Toad River Hot Springs Class A Provincial Park 414
Source: Muskwa-Kechika Management Area
A Class A park is Crown land designated under the BC Park Act or by the Protected Areas of British Columbia Act whose management and development is constrained by the Park Act. Each of these parks represents a spectacular natural environment and those which are accessible by road are popular with tourists such as: ♦ Northern Rocky Mountains Provincial Park with its unique Wokkpash Valley and the Wokkpash Trail, which is a 65 km multi-day scenic wilderness trail. ♦ Muncho Lake Provincial Park, with its signature jade green mountain lake, is noted for fishing, hiking and boating ♦ Liaird River Hot Springs, which is its own unique ecosystem and the hot springs are open on a year-round basis for visitors.
Tourism Resources and Infrastructure B-7
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
The range of outdoor adventure activities throughout the Northern Rockies is almost limitless and includes camping, hiking and backpacking, fishing, whitewater rafting, mountain biking, horseback trail rides, river boating, birding, wildlife viewing, canoeing, kayaking, and ATVing, among other things.
Festivals and Events
A wide range of festivals and events are staged each year in Fort Nelson and the Northern Rockies. A number of these are primarily community oriented events (although visitors are always welcome), while others are of stronger interest to visitors, such as those listed below in Figure B.3.
Figure B.3: Northern Rockies Festivals and Events
Name of Dates for Description Festival/event 2007 Heritage Days January/ Community celebration in Fort Nelson February Trapper’s January/ Winter festival in Fort Nelson Rendezvous February Fort Nelson Trade May Held at the Recreation Centre it welcomes Show (cancelled in over 2800 visitors and features over 70 booths 2007) plus outside space for larger displays Visitor Centre May to Tourism displays plus brochures, maps and September information on the region National Aboriginal June 21 Fort Nelson Aboriginal Centre’s display of First Day Nations culture Northern Rockies June 24 Combines a 1km swim, 40 km bike ride and 10 Triathlon km run Summer Solstice June 22 Shopping extravaganza on the Friday closest Shopping Event to the longest day of the year Mud June 23-24 Colliding cars and big trucks race through the Dogs/Demolition mud Derby Chamber’s Annual June 24 Includes dinner and special prizes for u to 72 “Fun in the Sun” Golf participants. Tournament Lumberman’s Golf June Annual golf tournament held for Canfor Tournament employees, contractors and the public. Welcome Visitor June, July and Slide show & presentation is unique to Fort Program August Nelson as Visitor Centre staff introduce history, attractions and amenities of the region. Normally held at the Visitor Centre. Canada Day July 1 Parade and celebrations as businesses
Tourism Resources and Infrastructure B-8
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Name of Dates for Description Festival/event 2007 compete for the #1 float. Elks parking lot & Art Fraser Park open up for a day of family fun. Fort Nelson Garden July Stunning floral creations and cut flowers Club Flower Show Ladies Open Golf July Annual two-day stroke-play tournament for Tournament ladies Fort Nelson First August 4-6 Join the Fort Nelson First Nations for a Nations Annual weekend celebration of culture, dances, feasts Celebration and children’s games Tetsa River Fishing August 4-6 Weekend fishing derby for the whole family. Derby Horseshoe & mini-golf, outdoor dance and barbecue 11th Annual Petitot August 9-12 Traditional events, workshops, drum-dancing, River Gathering fiddling, talent shows, feasting and fishing Fort Nelson Rodeo August 18-19 Weekend of barrel racing, chuckwagon races, bull riding, saddle bronc, calf roping and steer undecorating Oilmen’s Golf August Participants work in the oil & gas industry in Tournament Northeastern BC and Northwestern Alberta Run for Your life September 5 km & 10 km Marathon Gymkhana Rodeo September 15- Fun rodeo for cowgirls and cowboys 16 Business & October Held to recognize volunteers, outstanding Community individuals and businesses. Fundraising event Excellence Awards for the Chamber of Commerce. Dinner, Dinner auctions and live entertainment in the Community Hall. Oilmen’s Hockey October Hosted by the Fort Nelson Petroleum Tournament Association it attracts participants who work in the oil and gas industry from Northeastern BC and Northwestern Alberta Canadian Open Dog December A championship sled dog race that has been Sled Championship held in Fort Nelson for 45 years. This sprint event has multi-length races that attract international competitors.
Source: Compiled by consultants from numerous brochures, travel guides
TOURISM FACILITIES AND SERVICES
There are a range of existing tourism facilities and services, located primarily in the Fort Nelson area and throughout the region along the Alaska Highway corridor.
Tourism Resources and Infrastructure B-9
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
Roofed Accommodations
There are a significant number of hotels, motels, lodges and B & Bs, including some major new facilities developed over the past few years (e.g.- Lakeview Inn and Suites), with the largest concentration in Fort Nelson (see Figure B.4). ♦ While quality levels vary, there are several good quality hotel/motor hotel facilities in Fort Nelson, along with some good B & Bs ♦ Along the highway corridor there are a few high quality accommodation facilities including Northern Rockies Lodge at Muncho Lake (the best along the corridor), Liard Hotsprings Lodge, and Stone Mountain Safaris Lodge ♦ A few refurbished or new motel/cabin/restaurant operations are also available along the corridor, as well as some in need of significant upgrading
Figure B.4: Northern Rockies Roofed Accommodations
# of Category Location Name Facilities/Services Units Hotels/ Fort Nelson Bluebell Inn 57 Open year-round, Internet, fuel, Motels airport service, convenience store, kitchenettes, laundromat, ATM Fort Nelson Fort Nelson 136 Open year-round, restaurant, Hotel indoor pool & sauna, Internet, entertainment, lounge, meeting & conference centre Fort Nelson Kacees 22 Open year-round, full kitchens, next Northern door to laundromat and IGA Suites Fort Nelson Lakeview Inn & 82 New hotel with business centre, Suites Internet, gift shop, exercise room, hot tub, laundry, meeting room, free continental breakfast Fort Nelson Mini Price Inn 18 Open year-round Fort Nelson Pioneer Motel 12 Open year-round, gift shop, kitchenettes, laundry Fort Nelson Provincial 36 Open year-round Motel Fort Nelson Ramada 41 Open year-round, laundry, office Limited services, Internet, free continental breakfast, kitchenettes Fort Nelson Shannon Motel 56 Open year-round
Tourism Resources and Infrastructure B-10
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
# of Category Location Name Facilities/Services Units Fort Nelson Super 8 Motel 142 Open year-round, Boston Pizza next door, business centre, Internet, Indoor pool, hot tub, gym Fort Nelson Thriftlodge 70 Open year-round, restaurant, lounge, gift shop, hot tub, Internet Fort Nelson Woodlands Inn 131 Open year-round, restaurant, gift shop, business centre, Internet, shuttle, fitness centre, lounge, hot tub, laundry, meetings, free continental breakfast, liquor store Lodges Coal River Coal River 6 Restaurant, gift shop, hiking, Lodge boating, fishing, gold panning, chocolates and jams Fireside Fireside Car & 4 Restaurant Truck Stop Iron Creek Iron Creek 7 Open year-round, restaurant, gift Lodge shop, convenience store Liard River Liard 12 Open year-round, restaurant, gift Hotsprings shop Lodge Muncho Lake Northern 45 Open year-round, restaurant, gift Rockies Lodge shop, cabins, fishing, tours Double G 2 Open year-round, restaurant, gift Services shop, Stone Rocky 3 Gift shop Mountain Mountain Provincial Lodge Park Toad River The Poplars 4 Restaurant, gift shop, attractive cabins. Toad River 10 Open year-round, restaurant, gift Lodge shop, no non-smoking rooms Bed & Fort Nelson Alaska 3 Open year-round Breakfasts Highway B&B Ardendale B&B 3 Guest lounge/TV, breakfast, sleigh rides & pack horse trips Prophet River Neighbour’s 8 Open year-round, pets allowed, gift Inn shop, wheelchair accessible Tetsa River Tetsa River 8 Open year-round, pets allowed, gift Recreational shop, cabins Services
Tourism Resources and Infrastructure B-11
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
# of Category Location Name Facilities/Services Units Toad River Stone 4 Open year-round, gift shop, all Mountain rooms have mountain views, hot Safaris Lodge tub, satellite TV Total Number of Units 922
Source: Compiled by consultants from Northern Rockies Trip Planner 2006, numerous brochures, and 2007 BC Accommodations Guide, Hello North Travel Guide 2007
Campgrounds
Several campgrounds and RV parks are located along the Alaska Highway, primarily combined with food and fuel stops and/or adjacent motel/cabin accommodation (see Figure B.5). ♦ There are also a few attractive Regional Park and Provincial Park campgrounds in scenic locations along the corridor ♦ In addition there are many backcountry and wilderness camping opportunities available throughout the region.
Figure B.5: Northern Rockies Campgrounds
# of Category Location Name Facilities Sites Commercial Coal River Coal River Lodge 12 Power and water hook-ups, Campgrounds/ laundromat, phones, washrooms, RV Parks restaurant, gift shop, lodging, fuel Fireside Fireside Car & 12 Power and water hook-ups, phones, Truck Stop washrooms, food, lodging, fuel, repairs Iron Creek Iron Creek Lodge 20 Power and water hook-ups, laundromat, phones, washrooms, food lodging, fuel, repairs, hiking, canoeing & fishing Fort Nelson Bluebell Inn 42 Power and water hook-ups, laundromat, washrooms, phones, food, fuel, lodging, convenience store Fort Nelson Fort Nelson 5th 42 Power and water hook-ups, Wheel Truck Stop Laundromat, washrooms, water, meals, fuel, repairs, internet, ATM, phones, post office, lodging Fort Nelson Pioneer Motel 6 Power and water hook-ups, laundromat, phones, washrooms
Tourism Resources and Infrastructure B-12
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
# of Category Location Name Facilities Sites Fort Nelson Westend 160 Power and water hook-ups, Campground & laundromat, washrooms, phones, RV Park meeting room, internet, 15 unserviced Liard River Liard Hotsprings 36 11 un-serviced, power and water Lodge hook-ups, phones, washrooms, food, fuel, gifts, TV room, convenience store Muncho Northern Rockies 30 Power and water hook-ups, Lake Lodge laundromat, phones, washrooms, food, lodging, fuel, sauna Tetsa River Tetsa River 34 Power and water hook-ups, phones, Recreational washrooms, 14 un-serviced sites Services Toad River The Poplars 52 7 un-serviced, power and water, hook-ups, cafe, fuel, lodging, gift shop, hiking and walking trails Toad River Lodge 26 2 un-serviced, power and water hook-ups, laundromat, phones, washrooms, food, lodging, fuel, repairs, gifts, Greyhound Bus Depot, Internet, post office, wildlife viewing Provincial Liard River Liard River Hot 53 All un-serviced, phones, soaking Park Springs pools, playground, hanging gardens, Campgrounds Campground park attendant on site
Muncho McDonald 15 All un-serviced, boat launch, hiking Lake Campground trails, lake fishing Muncho Strawberry Flats 15 All un-serviced, boat launch, hiking Lake Campground trails, lake fishing Stone Summit Lake 28 Un-serviced sites, water, picnic Mountain Campground tables, fire pits, hiking, lake fishing, Provincial boat launch, horseback riding Park Regional Park Fort Nelson Andy Bailey 5 Toilets, boat launch, lake fishing, not Campgrounds Campground recommended for large rigs, sites un-serviced Tetsa River Tetsa River 25 Sites un-serviced, pit toilets, firepits, Campground river fishing, hiking trail nearby Total Number of Sites 613
Source: Compiled by consultants from Northern Rockies Trip Planner 2006, numerous brochures, Hello North Travel Guide 2007
Tourism Resources and Infrastructure B-13
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
♦ Some tours and excursions, including a number of outdoor adventure/commercial recreation operators are located throughout the region, primarily along the Alaska Highway corridor • There are a limited number of these operators, however, and the primary focus to date is on hunting and fishing
Limited Air Access
Somewhat limited and comparatively expensive air access continues to be a weakness for the Northern Rockies’ tourism sector, although the majority of the region’s tourism sector is based on “rubber tire” traffic travelling along the Alaska Highway. The loss of Air Canada service from Vancouver was a major blow to the region’s tourism sector. However, Central Mountain Air has maintained the daily connectivity to Vancouver International Airport with a 30- seat washroom-equipped aircraft, only somewhat smaller than the Dash-8 used by Air Canada. The loss of Peace Air was a further blow, significantly reducing air access from Alberta in particular.
This limited airlift capacity makes it difficult to develop business from some market segments, particularly fly-in group business (e.g.- meetings/ conferences, group tours arriving by air). There is no passenger security screening available at Fort Nelson Airport which is a further constraint.
Some additional air access to the region is provided by charter aircraft services including float planes.
NEED FOR ENHANCED VISITOR INTERPRETATION INFRASTRUCTURE AND SERVICES
The Alaska Highway is an internationally significant visitor touring route that millions of travellers have experienced since it was first built in 1942. In spite of this, signage and interpretation at existing and potential points of interest stops is limited or non-existent.
The Provincial Government since 2001 has virtually eliminated all interpretation programs at their provincial parks with next to no maintenance given to their wayside pullover interpretation signs. The various governments and ministries (both federal and provincial) have territorial/jurisdictional disputes over signage. ♦ Without substantial advanced marketing visitors will have no reason to schedule a trip into the Northern Rockies in the first place – such marketing will inevitably highlight the scenery and heritage associated
Tourism Resources and Infrastructure B-14
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix B
with the Alaska Highway, which can only be adequately experienced with adequate signage, points of interest and interpretation. ♦ For those who have chosen to come, without a complement of good way- finding and interpretive signage and appropriate maps they will keep rolling down the highway at 110 km/hr. en route to Alaska or Yukon – or south into Alberta – non-stop, with no regrets and no memories. ♦ Without the memories they have no reason to tell friends about the Northern Rockies, yet word of mouth referrals influence approximately 55% of travellers planning next year’s vacations.
Therefore, the impact of good interpretive signage and points of interest programming cannot be overstated and is a current critical need throughout the Alaska Highway corridor in the Northern Rockies.
Tourism Resources and Infrastructure B-15
APPENDIX C – TOURISM MARKET ANALYSIS
Tourism Market Analysis C-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
The tourism market analysis undertaken to date focuses on regional tourism visitation patterns as well as the characteristics and potential of some key market segments including outdoor adventure and cultural/heritage tourism.
PRELIMINARY REVIEW OF VISITOR MARKETS
We have examined the overall regional tourism market, particularly with reference to the comprehensive visitor research project undertaken by Tourism BC in 2003. In particular, we have looked more closely at the motorhome/RV market which accounts for about half of all visitor travel according to the survey.
Lucrative Alaska Highway Visitor Market
The Alaska Highway is considered one of the most scenic and inspiring heritage travel routes in the world and the stretch between Fort Nelson and the Yukon border is one of the most scenic sections.
As noted, the majority of visitors to the region arrive on the Alaska Highway. A comprehensive visitor study was undertaken in 2003 by the Tourism BC Research Staff, with the results being published in early 2005. This study provides important updated information on the region’s tourism market.
BC, Alberta and the United States are the main sources of visitors to Northeastern BC, as shown below in Figure C.1.
Figure C.1: Principal Origins of Visitors to Northeastern BC, 2003
Overseas 6% BC/Alberta 34%
U.S.A. Other 45% Canada 15%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
Tourism Market Analysis C-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
In the more detailed examination of visitor origins in Figure C.2, it is clear that almost one-half of the visitors along the corridor are Canadians, and the vast majority of these are from BC and Alberta. Visitors from the US, however, still account for 45% of total visitation as of 2003 (this may have declined in the past couple of years) with the majority coming from Alaska, pacific states, the mid-west and southern states. Overseas visitation is primarily European, accounting for 5% of total visitation along the corridor (mainly from Germany and Switzerland).
Figure C.2: Origins of Visitors to Northeastern BC, 2003
Visitor Origin % of Visitors
Canada 49% BC 20% Alberta 14% Yukon 2% Ontario 7% Other Canada 7% United States 45% Alaska 10% Pacific 8% Mid-West 9% South 10% New England 3% Overseas / Other Countries 6% Europe 5% Asia Pacific 1% Other <1% Total 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
At the Fort Nelson Visitor Centre (VC) in 2006, the visitor origin patterns were slightly different with 43.1% from Canada, 45.4% from the U.S. and 11.5% from other countries. The lower Canadian and higher other countries percentages may be explained by the fact that visitors from farther away are more likely to make use of a VC while travelling.
In general the travel market along the Alaska Highway is dominated by mature travellers (55 years and over) who accounted for 54% of the total, as shown in Figure C.3.
Tourism Market Analysis C-3
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
Figure C.3: Age Groups of Visitors to Northeastern BC, 2003
Age Group Canada United States Overseas Overall 24 yrs and under 3% 4% 8% 4% 25 to 34 yrs 12% 9% 13% 11% 35 to 44 yrs 12% 9% 15% 11% 45 to 54 yrs 24% 19% 16% 21% 55 to 64 yrs 28% 32% 28% 30% 65 yrs and older 21% 27% 20% 24% Total 100% 100% 100% 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
Generally the travellers are well-educated with 61% having completed post secondary education, as shown in Figure C.4.
Figure C.4: Educational Levels of Visitors to Northeastern BC, 2003
United Education Level Canada Overseas Overall States Less than high school 5% 4% 2% 4% High school graduate 24% 20% 17% 22% Some post-secondary 12% 14% 10% 12% College/technical diploma 23% 28% 28% 25% Undergraduate degree 23% 19% 33% 22% Graduate degree 13% 16% 10% 14% Total 100% 100% 100% 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
The vast majority are travelling in couples (62%), with only 14% travelling with children. This demographic data is helpful for analyzing incremental market potential and for targeting specific marketing and promotional activities.
In Figure C.5 showing the primary mode of travel, the predominance of recreational vehicles is very significant, accounting for 45% of total tourist traffic and 56% of American tourist traffic.
Tourism Market Analysis C-4
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
Figure C.5: Primary Modes of Travel Used by Visitors to Northeastern BC, 2003
Origin of Travelers Primary Mode of Travel All Canada U.S. Overseas Travelers Vehicle Only 51% 39% 52% 46% Motorhome 14% 30% 23% 22% 5th Wheel Trailer 18% 15% 3% 16% Camper, Truck or Van 13% 11% 12% 12% Other 4% 4% 10% 4% Total 100% 100% 100% 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
Visitor Destinations and Activities
Alaska is by far the number one main destination of travellers along the Alaska Highway, followed by Northeast BC and the Yukon, as shown in Figure C.6. For Canadians, Northeast BC is the number one main destination, closely followed by the Yukon and then Alaska.
Figure C.6: Main Destination of Travelers by Market Origin, 2003
Origin of Travelers Main Destination All Canada U.S. Overseas Travelers Alaska 20% 76% 40% 46% Northeast BC 27% 2% 8% 15% Yukon 24% 1% 11% 13% Circle Tour 17% 6% 31% 13% Other BC 5% 0% 6% 3% Alberta 3% 1% 1% 2% Other 4% 14% 3% 8% Total 100% 100% 100% 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
In Figure C.7 we have shown the activities that visitors to Northeastern BC actually participated in, according to the 2003 survey.
Tourism Market Analysis C-5
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
Figure C.7: Activities Visitors to Northeast BC Participated In, 2003
Origin Activities Visitors Participated In All Canada U.S. Overseas Travelers Visited provincial, state or national park 86% 93% 89% 89% Visited museum, heritage or historic site 87% 81% 87% 85% Walking, hiking or cycling 81% 72% 80% 77% Shopping 72% 74% 68% 72% Unguided outdoor activities 58% 63% 72% 61% Visited art gallery or a studio 52% 42% 53% 47% Day cruise or boat trip 37% 57% 58% 47% Aboriginal cultural attraction or event 37% 42% 53% 40% Visited industrial attraction 35% 24% 49% 31% Attended fair, festival or exhibition 26% 37% 33% 31% Guided outdoor activities 18% 30% 29% 24% Visited family attraction (mini-golf, zoo, etc.) 18% 22% 32% 21% Flightseeing (airplane or helicopter) 14% 14% 20% 14% Sporting event (participant or attendee) 9% 10% 9% 10% Golfing Event (participant or attendee) 7% 5% 8% 7%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
The importance of parks, heritage sites, hiking trails and shopping is evident.
Visitor Trip Planning
The vast majority of visitors to the region plan their trips well in advance (as shown in Figure C.8, which emphasizes the importance of marketing and promotional tools that will reach visitors at their places of residence.
Figure C.8: Length of Trip Planning Horizon by Visitor Origin
Origin of Travelers Main Destination All Canada U.S. Overseas Travelers Less than 1 month 37% 18% 14% 27% 1 - 3 months 24% 23% 20% 23% 4 - 6 months 17% 19% 32% 19% 7-12 months 4% 6% 11% 6% 1 or more years 18% 33% 24% 25% Total 100% 100% 100% 100%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
Tourism Market Analysis C-6
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
In reviewing the trip planning information sources used by visitors to the region, the Internet is clearly the number one source of information for trip planning (as of 2003 – likely a higher percentage now), as shown in Figure C.9. Therefore, destination marketing of the Northern Rockies will need to focus on developing a great tourism website.
Figure C.9: Top Ten Information Sources Used for Trip Planning
Origin Information Used for Planning All Canada U.S. Overseas Travelers Internet 35% 46% 60% 42% Word of Mouth 34% 34% 33% 34% The Milepost 12% 55% 9% 31% Past Experience 36% 28% 16% 31% Visitor Info Centres 28% 22% 28% 25% Travel Agent 20% 18% 22% 19% Books 14% 21% 41% 19% Brochures 17% 18% 13% 17% Tourism BC 1-800 5% 6% 2% 5% Other 1-800 numbers 2% 5% 2% 4%
Source: Northern Rockies Alaska Highway Visitor Research Study, 2003
Motorhome Travellers
Utilization of motor homes / RV’s / Camper trucks / pulling trailers appears to be one of the preferred methods of travel in the exploration of the Alaska Highway. They offer the following distinct advantages for travellers in remote areas: ♦ Motorhomes/RVs are very much self contained units – bed, washroom, food preparation, foul weather shelter – and are more affordable in terms of en route out-of-pocket costs compared to hotels. ♦ Present day motorhomes/RVs are generally well maintained and can travel 500-1000 km between refuelling stops, drastically decreasing the demand for refuelling stops along the highway, spanning 1,000 km from Dawson Creek to Watson Lake.
The well known Alaska-Canada Highway / Al-Can Hwy / Alaska Highway in 2007 is now a well maintained, paved 1000 km. corridor in BC with wide shoulders where practical. ♦ Posted speeds of 90-100 km/hr.
Tourism Market Analysis C-7
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
♦ Flat tires, overheated engines have become less of a problem due to better vehicle engineering, road and grade engineering compared to the original engineering of the 1942-1955 period. ♦ Tire repair stations every 50 miles are no longer needed. Some of the original service stops are boarded up and/or completely abandoned.
Motorhome/RV travellers generally do the planning for their pilgrimage to the “Great North” / Alaska 1-2 years in advance. ♦ Such travellers do move on an elastic schedule. ♦ Extended stops are possible, if they have reason to stop/stay another day – this represents a great opportunity for the region to tap into.
Alaska Highway motorhome/RV travellers come from a few distinct populations: ♦ Canadian travellers, many doing their Yukon pilgrimage, make up 45% of travellers along the corridor. ♦ Americans make up 42% of these road travellers and include the following distinct sub-groups: • Seniors 65+ doing their Alaska Highway pilgrimage • Current U.S. military personnel being repositioned between Alaskan bases and other postings in continental U.S. account for 5% of the corridor’s travellers • The military personnel are less likely to have flexible schedules, although appropriate marketing could influence their trip planning to allow some extra time in the Northern Rockies. ♦ Travellers from overseas (especially Europeans - German, Swiss, Dutch) on a Yukon Quest vacation accounted for 3-5% of visitors surveyed ♦ Baby boomers now being empty nesters, are taking long planned vacations, post early retirement, somewhat replacing their parents who helped build the original Alaska Military Road in 1942. ♦ Generally relatively few families with children under 14 are travelling along the corridor.
Key Tourism Marketplace Trends
The following overall trends are noteworthy and have an impact on tourism planning, development and marketing for the Northern Rockies:
Tourism Market Analysis C-8
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
♦ The new consumer is looking for more sophisticated experiences that are authentic and offer high quality service. They are less loyal and want to travel to new places ♦ More and frequent / shorter power holidays ♦ More direct online bookings of travel components (transportation, accommodations, attractions, etc.) and packages, necessitating sophisticated e-commerce capable websites ♦ Work segmentation / micro niche marketing ♦ Interpretation is an integral part of a high quality tourist experience – policy-makers and businesses in tourism should consider interpretation in early stages of tourism planning and management ♦ Tourists want a balance between information, education and entertainment for a memorable vacation.
Tourism, at the end of the day is a person-to person activity. A highly enriching, fulfilling experience can only be achieved if a real connection is made with the sense of the place which the tourists visit. This is where training and human resources development can play key roles.
CHARACTERISTICS OF RELEVANT TOURISM MARKET SEGMENTS
We have examined relevant data on outdoor adventure, culture and heritage tourism and provided an overview of key market characteristics, based on data available from the Canadian Tourism Commission.
Initially we examined the overall size of the Canadian and U.S. markets for cultural/ heritage tourism and outdoor adventure travel, two major market segments that would be interested in the Northern Rockies. As of 2000, the outdoor tourism market consisted of 6.9 million adults in Canada and 51.2 million in the U.S., as shown in Figure C.10.
Tourism Market Analysis C-9
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
Figure C.10: Size of Activity-Based Market Segments in Canada and U.S.A., 2000
Canada U.S.A. Segment (millions) % (millions) % Adults 18+ 23.3 100.0 200.4 100.0 Outdoor Oriented Segments: Hard Outdoor Adventure 1.6 6.9 15.7 7.8 Soft Outdoor Adventure 5.3 22.8 35.5 17.7 Cultural /Heritage Segments: Heritage Tourism 2.6 11.2 34.5 17.2 Performing Arts 1.3 5.6 15.6 7.8 Visual Arts 2.1 9.0 27.6 13.77 Wine/Culinary 1.8 7.7 21.6 10.8
Source: CTC Special TAMS Tabulations
The demographics of travellers in these market segments are shown in Figures C.11 and C.12, indicating that fairly affluent, well-educated and middle-aged travellers are interested in outdoor adventure and culture/heritage tourism.
Figure C.11: Demographics by Activity Segment for Recent Canadian Adult Travelers Taking Trips in Canada, 2000
Avg. Avg. Gender % % Univ. Segment Age Income Grads Male Female (years) ($Cdn) Travelers on Trips in Canada 48 52 43.7 25 $54,200 Outdoor Oriented Hard Outdoor Adventure 67 33 33.4 22 $59,900 Soft Outdoor Adventure 50 50 39.2 26 $58,200 Cultural /Heritage Segments: Heritage Tourism 50 50 45.1 28 $60,000 Performing Arts 37 63 42.9 36 $56,000 Visual Arts 37 63 43.3 36 $63,100 Wine/Culinary 46 54 46.5 27 $65,500
Source: CTC Special TAMS Tabulations
The U.S. market with these interests appears to be somewhat older and more affluent, as shown in Figure C.12.
Tourism Market Analysis C-10
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
Figure C.12: Demographics by Activity Segment for Recent American Adult Travelers in/to Canada
Avg. Avg. Gender % % Univ. Age Income Segment Grads Male Female (years) (U.S.$) Travelers to Canada Overall 52 48 47.3 31 $63,800 Outdoor Oriented Hard Outdoor Adventure 62 38 39.0 39 $72,600 Soft Outdoor Adventure 53 47 44.1 35 $71,000 Cultural /Heritage Segments: Heritage Tourism 51 49 48.9 34 $71,000 Performing Arts 49 51 49.2 41 $71,900 Visual Arts 47 53 47.4 41 $72,500 Wine/Culinary 52 48 48.2 37 $76,600
Source: CTC Special TAMS Tabulations
KEY TARGET MARKETS
As noted earlier, visitors to the Northern Rockies are from all over the world, although the largest markets are British Columbia itself, Alberta, Ontario, and the U.S. Visitors from other provinces and from overseas account for smaller proportions of total visitation.
In the short term the following geographic target markets should be emphasized: ♦ Northern Alberta – affluent and easily accessible ♦ Alaska – nearby and already a significant generator of visitor flows ♦ Calgary and Edmonton – the closest large urban markets ♦ Lower Mainland – the closest urban area with population of 2 million+ and easy air connections plus drive-in potential ♦ Washington State – significant source of visitors to BC with easy road access ♦ California – a large (35 million), affluent population which is a significant source of visitors to BC.
These represent the strongest markets for Northeastern BC and have considerable incremental potential that can be marketed to cost-effectively, so these are good targets to focus on in the short term.
Tourism Market Analysis C-11
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix C
The demographic target market segments for the Northern Rockies include the following: ♦ Well-educated, affluent travellers who typically have the greatest interest in ecotourism and cultural/heritage attractions ♦ Adults, primarily empty-nesters and senior citizens, who have the strongest interest in ecotourism and cultural heritage attractions such as the historic Alaska Highway. ♦ The majority will be middle and upper income earners or their offspring and their occupations are likely professional/managerial and other white collar jobs, as these occupational segments have shown the strongest interest in ecotourism and cultural/heritage tourism.
The Northern Rockies region appeals to and should be marketed to the following types of travellers: ♦ Individual touring travellers (seniors, empty-nesters and, during the summer, families) travelling in their own RVs, vehicles or rental cars ♦ Motorcoach tour groups and FIT package travellers ♦ Meetings, conferences and corporate getaways to the region during the spring and fall shoulder seasons ♦ Americans and Alaskans, including military personnel, travelling between Alaska and the lower 48 states for vacation, personal or business reasons.
Tourism Market Analysis C-12
APPENDIX D – SWOT, COMPETITIVE AND IMPACT ANALYSES
SWOT, Competitive and Impact Analyses D-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
In this Appendix we present an overall SWOT analysis, a brief competitive assessment, and an overall impact analysis, which highlights the value of the tourism Industry to the Northern Rockies and Fort Nelson.
SWOT ANALYSIS
This SWOT Analysis is based on the consulting team’s assessment of the Northern Rockies tourism industry’s strengths, weaknesses, opportunities and threats. Prior to preparing this, we reviewed the strengths and weaknesses identified in the Tourism Essentials workshop undertaken in 2005, and included those which are relevant in the current context. In the SWOT Analysis we have used similar categories to that of the Tourism Essentials Workshop, but with some slight re-labelling as follows: ♦ Tourism attractions and features ♦ Tourism facilities and services ♦ Hospitality and service quality ♦ Infrastructure ♦ Marketing and promotion.
Strengths
The Northern Rockies has many key strengths to build upon in this Tourism Strategic Plan.
+ Strengths Tourism Attractions and Features: Alaska Highway heritage and as a scenic touring route Fort Nelson Heritage Museum is a real gem and unique look at the past Liard Hot Springs Muskwa-Kechika world-class wilderness, which includes many provincial parks Scenery of the Northern Rockies Several good festivals/events (e.g. Tetsa River Fishing Derby, First Nations’ Springfest, Treaty 8 Days, Fort Nelson Rodeo) Adventure tours, hiking, water, mountains, hunting, fishing Availability of fly-in outposts, cabins for adventures, fishing, hunting Back-country recreation opportunities Access north to NWT, Yukon & Alaska
SWOT, Competitive and Impact Analyses D-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
+ Strengths Muncho Lake Provincial Park is a scenic icon Tourism Facilities and Services: Visitor Centre programming Availability of emergency services (RCMP, Fire, Rescue, Ambulance) in Fort Nelson Good selection of Hotels/Motels in Fort Nelson Variety of restaurants in Fort Nelson Helicopters/charter air services Full-service hospital - Fort Nelson General Hospital. Hospitality and Service Quality: Welcome Visitor Program Strong volunteerism Friendly communities and community spirit Community appearance – more attractive than many other northern communities. Infrastructure: Alaska Highway is well-maintained Regional/Provincial Parks Trail system/network Free sewage dumping for RVs Airport can handle large aircraft Town boulevards and pocket parks. Marketing and Promotion: Award-winning Regional District promotional material MilePost provides good visibility for region Regional District helps to promote the area Publicity from some world-class events Local enthusiasm & passion for the area Regional publications (Hello North), Northern BC Tourism and NRAHTA Parks advertising is helpful given large number of provincial parks Some local tourism operators are promoting the region internationally Consumer show attendance by NBCTA and NRAHTA Positive magazine and newspaper articles.
SWOT, Competitive and Impact Analyses D-3
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
Weaknesses
While it is important to be positive and emphasize the strengths, it is equally critical not to overlook the weaknesses that must be mitigated as much as possible in order to strengthen the Northern Rockies’ tourism industry.
- Weaknesses/Challenges Tourism Attractions and Features: Lack of packaging the Alaska Highway (marketing, infrastructure, signage) Need to capture and display airport history (preserve story of NW Staging Route) Mile 300 monument/point of interest needs enhancement Town and Highway signage needs continuity and consistency Under-developed attractions (Old Fort) and events Need to capture history of trapping and trading post for Hudson’s Bay Company Highway is transportation corridor/working highway and not tourism focused Lack of public access to back-country Lack of packaged ecotourism products Need a new year-round Visitor Centre Under-promoted events and attractions due to lack of awareness Need for dedicated office to coordinate tourism development and marketing Lack of First Nations’ cultural attractions Lack of family activities/events in the summer. Tourism Facilities and Services: Highway signage needs to be improved Short store hours (need longer evening/weekend hours) Lack of cohesive downtown Lack of specialized dining options/fine dining, variety and hours Need more campgrounds including tenting Highway signage including “distance to go” in km and miles Airline schedules and access are inadequate Lack of nature training courses (birding, plants, wildflowers and bugs) Rentals lacking for boats, ATVs and bikes No booking/reservation system for activities provided by operators Some campgrounds need upgrading Cost of running generators for power along the highway Lack of good gift and souvenir shops
SWOT, Competitive and Impact Analyses D-4
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
- Weaknesses/Challenges Few tour packages - operators not working together Lack of high-end shopping. Hospitality and Service Quality: Wide divide between excellent and poor service delivery Need to expand on SuperHost training Lack of training opportunities Lack of year-round, trained personnel with tourism experience Highway character is being lost catering to the oil and gas industry No local tour guides Lack of summer staff for hospitality and tourism Lack of proper attitude and knowledge about tourism within the community Widespread lack of knowledge of tourism activities amongst service providers Lack of commitment of service providers to train their employees Too many “lone wolves” – operators who will not partner with others to create better products, services and packages Lack of professional packaging of tourism product First Nations need more focus and inclusion Infrastructure: Lack of rest stops and washrooms along the Highway Lack of Federal funding to bring Highway up to Provincial standards Only limited interpretive and directional signage (to attractions and facilities) Lack of development/access (poor roads, no developed launches) to key natural features Lack of cell, radio and TV service 50 miles outside of town Need more sanitation facilities Need more RV and tent campgrounds in town Need more passing pullouts Need more product development along Alaska Highway corridor: buildings, lodges that specialize in adventure/recreational facilities Many of facilities along Highway are off the electrical grid Lack of signage directing to tourism points of interest More attention/maintenance/staffing of provincial parks is needed No floatplane facility Not enough identified trails for biking and hiking. Marketing and Promotion:
SWOT, Competitive and Impact Analyses D-5
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
- Weaknesses/Challenges Lack of community commitment to tourism Lack of focus on cultural and heritage tourism No dedicated tourism website Not enough focus on promotions to motorcoach and caravan tours Lack of overall tourism development strategy and marketing plan Lack of packaged Aboriginal products Need a major attraction/event to focus promotion around No general tourism industry organization within the Regional District Lack of coordination around promotion and scheduling of events Lack of coordinated advertising effort – need more partnerships Need broader distribution of promotional materials and brochures
Opportunities
Numerous opportunities were identified during the consultation process and through additional research and analysis undertaken by the consultants.
↑Opportunities Tourism Attractions and Features: Developing additional scenic viewpoints and historic points of interest Training of tour guides/heritage interpreters Reinstate provincial park interpretation programs within the region Develop the Northern Rockies/Muskwa-Kechika Interpretive Centre Fort Nelson walking and driving tours Hard adventure tourism product opportunities, including hunting and fishing Soft adventure/ecotourism product opportunities Bird watching packages Large mammal wildlife-viewing safaris Gold panning experiences Fossil and rock-hounding Vegetation of the North Guide outfitters with ecotourism options Themed interpretation based programs blending cultural and natural history “People of the North” experiential-educational discoveries
SWOT, Competitive and Impact Analyses D-6
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
↑Opportunities First Nations opportunities Make more out of the fact that Town was named after Admiral Lord Nelson. Tourism Facilities and Services: Development of additional roofed accommodations at strategic locations along highway corridor Development of additional back-country soft adventure/ecotourism lodges Hospitality and Service Quality: Comprehensive regional training opportunities for front line staff (SuperHost and beyond) Local awareness campaign emphasizing value and importance of tourism Infrastructure: Extension of telecommunications and power grid along Alaska Highway corridor Re-build the historic Alaska Highway mileposts, signs, interpretation stations and walking trails Marketing and Promotion: Significantly enhanced destination marketing program for Northern Rockies Development of a strong Northern Rockies tourism website Current program of Northern Rockies tourism publications must be revamped Public and media relations activities Production of appropriate promotional DVDs/CDs Marketing the “Serengeti of the North” to an international audience of travellers Do greater regional and inter-provincial / inter-agency partnering to promote the Deh Cho Travel Connection Circle Tour Work more closely with the caravan tour companies.
Threats
It is important to be mindful of these and other threats to the Northern Rockies’ tourism sector and, where possible, undertake initiatives that will reduce the potential impact of such threats.
↓Threats Tourism Attractions and Features: Continued lack of funding for provincial parks, signage, facilities and interpretive programs Continued lack of directional and points of interest signage, rest stops and pull-offs Inadequate protection of significant natural features, viewscapes, and landscapes
SWOT, Competitive and Impact Analyses D-7
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
↓Threats Conflicts between tourism and resource extraction land uses. Tourism Facilities and Services: Lack of investment in upgrading Highway accommodations and service centres Continuation of the currently limited passenger air service from major market origins. Hospitality and Service Quality: Inability to recruit high-quality labour force as a result of competition from higher wage sectors Infrastructure: Lack of upgrading/extending telecommunications and hydro power north of Fort Nelson Marketing and Promotion: Insufficient resources devoted to coordinated destination marketing of the Northern Rockies
COMPETITIVE ANALYSIS
We have assessed the overall competitiveness of the Northern Rockies against the following five key criteria: ♦ Destination area image and awareness in the marketplace ♦ Quality and strength of the existing attractions base ♦ Availability of suitable accommodations near attractions and points of interest ♦ Availability of packaged products and programs for visitors ♦ Easy air access from major market origins.
This competitive assessment is based on the consultants’ extensive familiarity with competitive regions within British Columbia, Alberta and other comparable destinations in North America and overseas. It is a qualitative assessment, but highlights the competitive criteria that marketing and product development efforts of the Tourism Strategic Plan should focus on.
Destination Area Image and Awareness in the Marketplace
Based on the marketing and promotion that has been done to date by the Regional District, along with NRAHTA, Northern BC Tourism and others, there is certainly a positive image of the Northern Rockies as a wonderful mountain wilderness in Northeastern BC. However, as marketing and promotion under the banner “Northern Rockies” has been limited, the marketplace awareness of the Northern Rockies as a premier tourism
SWOT, Competitive and Impact Analyses D-8
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
destination is not strong. Specific competitive weaknesses would include the following: ♦ The Northern Rockies Region is not specifically identified on most road maps of British Columbia so awareness of its location must be communicated through marketing and promotion. ♦ Americans would be confused about where the Northern Rockies are located as they consider the U.S. Rockies in Montana and Wyoming to be their Northern Rockies. ♦ Many prospective travellers would not associate the Alaska Highway with the Northern Rockies. ♦ Without more image and awareness advertising in media that reach key target markets, the overall market awareness of the Northern Rockies as a premier tourism destination will continue to be limited.
Quality and Strength of Existing Attractions Base
As noted earlier, the primary attractions are the Alaska Highway as a heritage and touring route and the outstanding wilderness area, highlighted by the Muskwa-Kechika. Observations on the competitiveness of the Northern Rockies against this criteria are as follows: ♦ The scenic, mountainous natural environment of the Northern Rockies is spectacular and truly world-class by any standard. ♦ The Alaska Highway is also world-class as a scenic heritage route and the Highway quality is generally good throughout the entire BC portion of the Alaska Highway. ♦ The Highway does have a number of developed points of interest, viewpoints, pull-offs and look-outs, as well as access to nearby trailheads and various provincial parks and campsites. However, the signage is inadequate in many instances and additional upgrading and maintenance is required to improve many of the sites to international standard. ♦ There is relatively little in the way of museums and interpretive facilities along the route of the Highway in the Northern Rockies, yet the extent to which natural and cultural history themes could be interpreted is substantial. ♦ Beyond the touring route and natural environment, there are relatively few developed attractions and commercial touring activities for visitors. Competitive mountain destination areas such as the Kootenay Rockies and Whistler have a large selection of commercial outdoor
SWOT, Competitive and Impact Analyses D-9
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
adventure/recreation opportunities available for visitors. The natural environment of the Northern Rockies offers the same potential. ♦ The Muskwa-Kechika is an internationally significant wilderness area, although has not been wildly promoted, so the name is not top-of-mind to prospective travellers and many would not necessarily associate it with the Northern Rockies. Even in the rest of BC the awareness is limited.
Availability of Suitable Accommodations Near Attractions and Points of Interest
The primary location of roofed accommodations and campgrounds in the Northern Rockies is the Town of Fort Nelson. The competitiveness of the region’s accommodations base can be described as follows: ♦ There is a substantial accommodations infrastructure available in Fort Nelson featuring a diversity of accommodations at various quality levels, ranging from roadside motels and cabins to first-class, full-service hotel properties. ♦ There are relatively limited roofed accommodations available outside of Fort Nelson. There are really only two full-service lodge/hotel properties – Northern Rockies Lodge and Liard Hot Spring Lodge – with the quality of the remaining accommodations up the Highway being quite variable. ♦ There are a few smaller high-quality operations such as Stone Mountain Safaris that offer quality B&B type accommodations. ♦ Some accommodations are clearly run-down and inadequate by today’s standards and detract from the competitiveness of the region. ♦ Campgrounds outside of Fort Nelson have limited facilities and services available, particularly for RVs. ♦ As BC Parks has cut back its interpretive programs, these are not available for campers as they are in other provinces and states.
Availability of Packaged Products and Programs for Visitors
The Northern Rockies is generally not competitive against this criteria for the following reasons: ♦ Only a few accommodation properties in the region offer properly packaged products that include accommodations, some meals and various organized activities (e.g. fishing, hunting, outdoor adventure activities).
SWOT, Competitive and Impact Analyses D-10
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
♦ Stops in the region are included by tour operators who offer motorcoach tours along the Alaska Highway, although typically no more than 2 or 3 nights is spent within the region, as the tour itineraries are usually focused on Alaska and/or the Yukon as the prime destination. ♦ There are few organized, guided tours or day packages of any type available for visitors to the Northern Rockies. ♦ Tourist operators within the Northern Rockies have not grouped together to package their products and services effectively. ♦ External tour operators have not developed touring or destination- oriented packages that feature the Northern Rockies as the main destination.
Easy Air Access from Major Market Origins
There is no national or international airline that currently flies to the Northern Rockies. While Air Canada Jazz used to operate daily flights to Fort Nelson, they pulled out and these flights are offered by Central Mountain Air using smaller aircraft. Although there are relatively direct connections to Edmonton, Calgary and Vancouver on a daily basis, travellers from all other major market origins would need to connect through these cities to access the region by air. ♦ Most other regions of the province have daily access from major international airports such as Vancouver, Calgary and Edmonton on airlines such as Air Canada and WestJet. ♦ The airport at Fort Nelson has the capability of handling larger aircraft than it currently does, which offers some potential for charters should major tour operators show an interest. ♦ However, passenger security screening is not currently available at Fort Nelson Airport, which is a major constraint.
IMPACT ANALYSIS – THE VALUE OF TOURISM
Tourism is a multi-million dollar industry for the Northern Rockies, so makes a significant contribution to the regional economy. While it is very difficult to estimate exact revenues, we can tap into a number of sources of information to develop such estimates. We have an understanding of the overall visitor flow along the Alaska Highway through the region, as well as the inventory of roofed accommodations and campgrounds available, and daily spending patterns of visitors in Northeastern BC. By combining this information we have prepared the overall preliminary estimates shown in Figure D.1.
SWOT, Competitive and Impact Analyses D-11
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix D
Figure D.1: Estimated Economic Impact of Tourism in the Northern Rockies
Estimated Type of Economic Impact Expenditures ($) Expenditures by visitors staying 1+ nights $16,450,000 Expenditures by day visitors passing-through $3,360,000 Estimated indirect expenditures (multiplier) $3,960,000 Total Expenditure Impact $23,770,000
Source: Preliminary estimates by consulting team
Tourism also makes important non-economic contributions to the quality of life in the Northern Rockies such as the following: ♦ Contributes to enhanced quality of life of local residents by encouraging a more attractive community appearance and supporting heritage, arts and cultural facilities ♦ Enables community to have more restaurants, entertainment and retail services than would be possible without significant support of these enterprises by tourists ♦ Encourages environmental protection and sustainable development, as these are important principles of the tourist industry ♦ Provides employment for spouses, other second income earners, students and seniors ♦ Provides opportunities for unskilled workers and those in transition as a result of industrial restructuring ♦ Helps even out boom-bust economic cycles caused by fluctuations in resource sector activities.
SWOT, Competitive and Impact Analyses D-12
APPENDIX E – PARTICIPANTS IN CONSULTATION PROCESS
Participants in Consultation Process E-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix E
The following individuals participated in the consultation process for this study by being interviewed by the consultants, submitting information/comments, or attending one or both of the two community/public meetings, or attending the Chamber of Commerce meeting with the consultants.
Project Steering Committee:
Pam Duesling, Director, Community Development & Planning, Northern Rockies Regional District Holly Jackson, Officer, Economic Development & Tourism, Northern Rockies Regional District Wenda King, Chamber of Commerce Kevin Knight, Main Current Rafting Roberta Martin, Fort Nelson First Nation David Moore, General Manager, Woodlands Inn & Chamber of Commerce Urs Schildknecht, Owner, Northern Rockies Lodge
Other Participants in Consultation Process
Jackie Allen, Sikanni River Campground Cliff and Loryne Andrews, Tetsa River Outfitters Marl Brown, Fort Nelson Heritage Museum Dan & Vicky Clements, The Poplars Campground & Cafe Contact Creek Lodge Danita Drouin, Fort Nelson Chamber of Commerce Ron Dupuis Kim Eglinski, Fort Nelson Chamber of Commerce Anthony Everett, Northern BC Tourism Association Lorraine Gerwing, Northern Lights College Mike Gilbert, Fort Nelson First Nations Jack Gunness, Double G Services and Muncho Lake Boat Tours Pat Hartley, Lakeview Inn & Suites Bob Laing, Fort Nelson Heritage Museum Val Lefebvre, Fort Nelson Chamber of Commerce Bev and Omer Leveque, Fireside Car/Truck/Motel Tak Limpaibool, Woodlands Inn
Participants in Consultation Process E-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix E
Stephen Mackie, Fort Nelson Chamber of Commerce Gord Mickelson, Lakeview Inn & Suites Shelley Middleton, Regional Councillor, Northern Rockies Regional District April Moi, Northern Rockies Alaska Highway Tourism Association (NRAHTA) Claude Normandeau, Fort Nelson Chamber of Commerce Kelly Olsen, Stone Mountain Safaris Ltd. Donna Rogers, Coal River Lodge & RV Park Bruce Scott, Fort Nelson Hotel Jack Sime, Councillor, Northern Rockies Regional District and Town of Fort Nelson Alison Starr, Fort Nelson Historical Society (Museum) Scott Stephenson, Summit Image Darrel Stevens, Toad River Lodge & RV Park Sarah Tittemore, Fort St. John Chris Winkelmeyer, Rocky Mountain Lodge Lana & Dmitry, Bed & Breakfast operators
Participants in Consultation Process E-3
APPENDIX F – LIST OF REFERENCES
List of References F-1
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix F
For the most part these reports and information sources focus on various aspects of the tourism marketplace and specific infrastructure development initiatives. We have reviewed the following local and regional documentation for this project:
Northern Rockies - Alaska Highway Visitor Research Project Final Report, prepared by Tourism BC Research Services, January 2005 Community Tourism Essentials – Northern Rockies Fort Nelson, prepared for Northern Rockies Regional District by Tourism Trends, March 2006 Fort Nelson The Alaska Highway your Scenic Byway Community Workbook Alaska Highway Community Initiative Phase II Final Report, prepared by Northern Rockies Alaska Highway Tourism Association, October 2006 Activity Review 2006/07 & Summary Proposed Projects 2007/08 & Provisional Budget 2007/08, prepared by Northern Rockies Alaska Highway Tourism Association, January 2007 Northeastern British Columbia Regional Round Table Meeting, March 2006 Northern Rockies Interpretive Centre, prepared by Robertson Weir Ltd., July 2001 Operational Cost and Impact Assessment Northern Rockies Interpretive Centre, prepared by FE Johnston & Associates & Canadian Agricultural Strategies Inc., December 2001 Fort Nelson / Northern Rockies Regional District Business Attraction Action Plan: Final Report, prepared by Economic Growth Solutions Inc., August 2001. Northern Rockies Regional Economic Development Strategy, prepared by Northern Rockies Regional District and Synergetix Consulting Inc., March 1999. Northern Rockies Visitor Guide, prepared by Tourism Northern Rockies, Trip Planner – Services & Things to Do, prepared by Tourism Northern Rockies, 2006 Northern Rockies / Fort Nelson Hiking & Motorized Trail Guide, prepared for Tourism Northern Rockies by Heather MacRae Northern Rockies Recreation Map prepared by Economic Development & Tourism, Town of Fort Nelson and Northern Rockies Fort Nelson Forest District Recreation Map, Fort Nelson Forest District Fort Nelson Museum Long term Strategic Development Plan, prepared by Urban Systems and Wayne Wilson, April 2006 North East British Columbia Road Map & Park Guide, prepared by Tourism Dawson Creek, 2007 Fort Nelson Business Directory, Fort Nelson & District Chamber of Commerce, 2007 Hello North Travel Guide, Northern Rockies Alaska Highway Tourism Association, 2007 Northern British Columbia Travel Guide, Northern BC Tourism Association, 2007
List of References F-2
Northern Rockies / Fort Nelson Tourism Strategic Plan Appendix F
In addition, we tapped into a number of other tourism market data and information sources available primarily from the Canadian Tourism Commission (CTC) and Tourism BC, such as the various reports from the Travel Attitudes and Motivations (TAMS) studies. We also reviewed relevant reports on Nature-Based Tourism and broader tourism trends from various sources including the Wilderness Tourism Association of BC, the Rainforest Alliance, The International Ecotourism Society and the World travel and Tourism Organization.
List of References F-3