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2015/16 Annual Report

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2015/16 Annual Report ANNUAL REPORT 2015/16 “A look back” “A leap forward” www.SunPeaksResort.com/Tourism Annual Highlights MARKET DEVELOPMENT to 266 FAM participants, that equates to a 15% increase over the previous year. Post Winter efforts to increase brand awareness FAM surveys indicate the delivery of FAM President’s Year In Review through coop and direct marketing in our experiences is one of, if not the best in our key overseas markets have shown success region and province. according to travel trade reports from SPR Tourism Sun Peaks activities are guided for growth and is entirely dependent on all LLP. These efforts include comprehensive In preparation of Mountain Travel Symposium by the association’s Board of Directors. businesses consistently delivering high levels marketing campaigns with select operator being hosted in Canada once again (Banff), Three year directives and annual targets of service. The US currency exchange rate partners, consumer direct campaigns both TSP has partnered with Revelstoke to deliver are established and direct helped attract American guests, stand alone and in partnership with industry another MTS FAM building on the success association activity. The four and simultaneously kept Canadian (Destination BC, Destination Canada) and from the MTS Whistler FAM in 2015. This key strategic areas of the current guests in Canada which converted consumer shows. Overall Sun Peaks saw partnership will increase our chance to three-year plan are: bookings from regional and the a 16% growth over 2015/16 of destination attract the very best in the industry once Ontario and Quebec market. guests through travel trade. again. A new twist will be conducting two 1. Awareness for Sun Peaks parallel FAM’s, one focusing on travel trade 2. Events The success realized this past year Summer continues to show positive and and one catering to ski club and ski council 3. Research is the result of effort by our entire sustainable growth. Our escorted tour market representatives. 4. Advocacy community. Our Volunteer Board is facing challenges with compression in the of Directors, and the leadership lower mainland and in the Rockies which is Trade and consumer shows are an integral Through this focused approach, of Chair John Douglas, deserves resulting in new opportunities for multi-night part of our marketing mix and with careful Tourism Sun Peaks is pleased to be recognised. Community stays in our region. TSP is working with planning TSP was able to increase the to report that Sun Peaks visitation hit record volunteers deserve endless praise for making TOTA and DBC to highlight new itineraries number of shows attended by 27%, while levels of visitation in summer 2015 and this many of the events possible. to reflect this demand. We also continue virtually maintaining the existing $95,000 past winter. Summer performance exceeded to work with select RTO’s and wholesalers budget. The show matrix includes 44 43,000 resort wide booked room nights, a Business sector innovation is to be celebrated from proven markets to further develop our international trade and consumer shows and 20% increase over the previous year. This as it provides guests with rewarding FIT business through the summer months, 33 domestic. While overseas show efforts success was due to several factors including experiences. Finally, I would like to thank the including attending international travel trade revolve mainly on consumer ski shows and new marketing and sales initiatives, an Tourism Sun Peaks team for their hard work, shows and participating in summer focused summer trade events, our domestic efforts increasingly confident marketplace, and integrity, and honouring the values of Tourism coop marketing. encompass more diverse consumer facing the continued investment of the provincial Sun Peaks. shows like wedding, outdoor, adventure and government’s Resort Municipality Initiative MC&IT strategies continue to evolve after of course ski. funds into the summer concert strategy. Thank you. our first full year of dedicated budget to this market segment. We have laid a foundation Two big wins in 2015/16 was the successful Winter occupancy exceeded 75,000 room to build upon and have been adjusting partnership between Sun Peaks and Crystal nights, an 14% increase over last winter, tactics based on key learnings through Ski in the UK and the significant growth and marks a new benchmark for Sun Peaks the year. TSP is now focused on the higher (winter) from Quebec. Crystal is the largest winter visitation. Sun Peaks continued its yielding and underserviced corporate and outbound ski tour operator on the planet and successful positioning as the 2nd largest ski incentive geo segments to compliment has committed to feature Sun Peaks starting area in Canada. This has proven to capture Christopher Nicolson member’s efforts. in the 2016/17 season. Sun Peaks is the only the attention of skiers and snowboarders that President, Tourism Sun Peaks new resort being launched in North America. have not visited Sun Peaks in past. Return Familiarization tours continue to be a Likewise, Sun Peaks has now seen significant visitation and referral is also a key strategy significant aspect of our market development growth from the Quebec market in both strategy. Through unrivaled member support, group and FIT business. This market, while both financially and with partner hosting, not new is now reaching the same volume TSP has been able to invite more decision as Germany. This growth is expected to makers and key clients than ever before. continue to grow as we leverage the renewed More than $67,000 of in-kind product and interest in Quebec and as brand awareness services contributed to a very successful FAM grows. strategy. This year the members were able to showcase their products and experiences 2015–16 Year in Review 3 Lastly, TSP has shifted the communications In the lead up to the winter season a video Editorial Coverage RESORT EVENTS department (traditional media) to fall under based, online campaign in partnership with Sun Peaks continued its success garnering Market Development to closer align efforts. SPR, Sun Peaks Sneak Peek, generated coverage in international markets. Following Concert Series Weekend From an international perspective TSP will be high engagement. This humorous webisode a FAM tour in February, Sun Peaks was Our Summer Concert Series saw the addition able to realize some cost savings along with series of 13 videos and Opening Day profiled in a 2-page feature on Australia’s of a Friday night band for both events, creating efficiencies as traditional media and contest ran on our social media platforms largest independent women’s website, “Platinum Blonde” and “Lou Gramm, The market development activities overlap and from October 19 to November 15. Through mamamia.com. Also, with support from Voice of Foreigner” kicked off the series complement each other in many aspects. organic engagement and sharing, plus paid Destination BC and Destination Canada in July, while “Barney Bentall” and “Colin advertising, the campaign generated 11,624 sponsored Chinese Media FAM, Sun Peaks James” closed the series in August. ADVERTISING views to the contest platform, 372 entries, received coverage in the popular Chinese Over 5000 people were in resort during 37,912 organic video views and 378,541 paid publication Rise Weekly. those weekends, spending money in hotels Regional Advertising, Summer 2015 video views on Facebook. and businesses, and solidifying Sun Peaks as The regional drive markets focused on This winter, Sun Peaks received coverage their go to summer destination. Kamloops and surrounding area (through Consumer Database from a variety of top North American to Salmon Arm), the Okanagan (Vernon The Tourism Sun Peaks e-mail database snow sports magazines. Sun Peaks was Retro Concert Weekend through Penticton), the Cariboo (including continues to grow year to year. This past year profiled in a 3-page feature in SKI Magazine, The 6th Annual Retro Concert Weekend Prince George), and the Fraser Valley. saw a growth of 2,348 recipients bringing largely considered to be one of the top ski took place at the base of the Sundance Secondary markets included highly targeted us to over 11,200 members. E-newsletters publications in North America. Ski Magazine chair over the August 14 – 16 weekend with tactics in Edmonton and Seattle. Consumer are sent bi-weekly during the winter and also published an additional 3-page article tribute bands playing all weekend long and direct advertising programs from May to summer seasons, and include a variety online titled “Where to Ski Next?”, where Sun attracting approximately 1500 people to September exceeded $144,000. The Free of content which is proactive, timely and Peaks is recognized as a top family friendly the resort – prepared for the weather with Concert Series funded by the Provinces’ strategic. The E-newsletter maintains a ski destination. umbrellas but dancing in the rain anyway! Resort Municipality Initiative was used as strong average open rate of 35%. There is a primary motivator, in conjunction with a continued focus on strategies to grow the Television Coverage While continuing to enhance our current positioning the alpine setting and variety of database with qualified customers through In the world of broadcast, Tourism Sun annual events, we also saw the addition of outdoor activities. sign-up on the website, Central Reservation Peaks secured three major TV segments two new events to our summer lineup. bookings, contests, and other
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