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SEA-TO-SKY CORRIDOR DESTINATION DEVELOPMENT STRATEGY PEAK 2 PEAK GONDOLA Photo: Andrew Strain

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SEA-TO-SKY CORRIDOR DESTINATION DEVELOPMENT STRATEGY PEAK 2 PEAK GONDOLA Photo: Andrew Strain SEA-TO-SKY CORRIDOR DESTINATION DEVELOPMENT STRATEGY PEAK 2 PEAK GONDOLA Photo: Andrew Strain DESTINATION BC Heather Boyd MANAGER, VANCOUVER, COAST & MOUNTAINS AND INDUSTRY PROGRAMS Shawna Leung BUSINESS ADVISOR, VANCOUVER, COAST & MOUNTAINS Jonathan Heerema SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC 604 921 1070 [email protected] MINISTRY OF TOURISM, ARTS AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] SEA-to-SKY CORRIDOR | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 6. A DISTINCTIVE DIRECTION .......................................................... 28 a. Distinctive Destination for the Sea-to-Sky Corridor a. Vision b. Distinctive Direction for the Sea-to-Sky Corridor b. Goals c. Guiding Principles for Destination Development II. ACRONYMS ...........................................................................................4 d. Motivating Experiences 1. FOREWORD AND ACKNOWLEDGEMENTS..............................5 e. Development Themes f. Interaction of Development Themes and Motivating Experiences 2. INTRODUCING THE STRATEGY .....................................................7 a. Program Vision and Goals 7. STRATEGY AT A GLANCE ...............................................................38 b. Purpose of Strategy 8. STRATEGIC PRIORITIES .................................................................. 39 c. A Focus on the Supply and Experience a. Objectives and Actions d. Methodology e. Project Outputs 9. IMPLEMENTATION FRAMEWORK .............................................58 a. Catalyst Projects 3. ALIGNMENT ......................................................................................... 12 b. Provincial and Regional Priorities 4. SUCCESS NETWORK........................................................................14 c. Funding Programs 5. A DISTINCTIVE DESTINATION .......................................................17 10. MEASURING AND MONITORING SUCCESS....................... 63 a. Geographic Description of the Planning Area APPENDIX ................................................................................................ 65 b. Description of the Population Base, Communities included, and Indigenous Communities a. Appendix 1: Overview of Planning Process c. Description of Economy Base — Historical and Current b. Appendix 2: Sustainable Growth Aspirations d. Overview of Tourism Performance c. Appendix 3: Objectives by Priority and Implementation Timing e. Key Visitor Markets d. Appendix 4: Alignment Details — plans reviewed f. Summary of Key Strengths, Challenges, and Opportunities e. Appendix 5: Planning Considerations g. Experience Potential FRONT COVER PHOTO: SEA TO SKY HIGHWAY, Destination BC (C) 2018 — Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this document. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. EXECUTIVE SUMMARY A. DISTINCTIVE The Sea-to-Sky Corridor planning area DESTINATION FOR THE SEA-TO-SKY encompasses all of the North Shore of CORRIDOR Metro Vancouver Regional District and the Squamish-Lillooet Regional District (SLRD). This estimated 260-kilometre-long area includes North Vancouver, along Highway 1 and Burrard Inlet through West Vancouver to Horseshoe Bay, and then north along Highway 99 where the route meanders along the scenic Howe Sound coastline to Squamish. The route continues inland through As of 2016, the region was home to the Coast Mountain Range to Whistler, approximately 235,314 residents Pemberton, and Lillooet. The Sea-to- distributed among nine incorporated Sky Corridor includes all communities municipalities, 12 Indigenous communities, and remote areas in between North and a number of unincorporated Vancouver and Lillooet, including Bowen communities. The planning area travels Island and the Bridge River Valley, through the territories of the Tsleil- north of Pemberton. Waututh Nation, Skwxwú7mesh Úxwumixw (Squamish Nation), Líİ’wat Nation, and St’át’imc Nation. SEA-to-SKY CORRIDOR | 1 CAPILANO SUSPENSION BRIDGE Photo: Vagabond Quest Numerous Sea-to-Sky Corridor leisure markets for the Sea-to-Sky communities have a long history of Corridor are British Columbia, tourism: North Vancouver, Horseshoe Washington, Alberta, Ontario, and Bay, and Whistler. Other communities California. Top International markets were resource-based, focusing on identified by strategy development forestry (logging, saw, and pulp mills), participants include the UK, Australia, fishing, mining (copper and gold), Mexico, Germany, and China. horticulture, and agriculture. Tourism and recreation opportunities, as well as Major attractions for the area include residential migration, have shifted the iconic demand generators such as Grouse dependence from the natural resource Mountain, Deep Cove/Baden Powell sectors to a more diversified economy. Trail, Capilano Suspension Bridge, Bowen Island, the Sea to Sky Gondola, multiple WHILE STRONG Provincial Parks (such as Stawamus Chief, Alice Lake, Shannon Falls, Brandywine TOURISM GROWTH Falls, Garibaldi, Joffre Lakes, and South IS FELT WITHIN THE Chilcotin), Whistler Blackcomb, Whistler Village, hot springs, and an abundance of COMMUNITIES IN THE festivals, events, and outdoor recreation SOUTHERN PARTS experiences, such as mountain biking and hiking. OF THE SEA-TO-SKY Potential motivating experiences CORRIDOR, FEEDBACK to develop a year-round destination FROM PARTICIPANTS include: • outdoor adventures SUGGESTS THE • festivals and events NORTHERN • Indigenous cultural tourism COMMUNITIES COULD • agriculture and culinary BENEFIT FROM • touring and road trips ADDITIONAL • marine-based ECONOMIC • educational and learning DEVELOPMENT. • attractions and activities • group travel (meetings, convention Three main visitor markets were and incentive travel, travel trade) identified for the planning area: leisure, group travel, and sport tourism. Based • sporting events on the Vancouver, Coast & Mountains • health and wellness regional profile, the top North American SEA-to-SKY CORRIDOR | 2 B. DISTINCTIVE DIRECTION FOR THE SEA-TO-SKY CORRIDOR The vision is aligned with existing planning frameworks and the aspirations of what type of destination tourism partners would like the Sea-to-Sky Corridor to be in 10 years: VIBRANT, DIVERSE, AND AUTHENTIC, Specific motivating experiences identified for destination development include the following: THE SEA-TO-SKY CORRIDOR PAIRS A 1. Outdoor adventure and recreation YEAR-ROUND SUSTAINABLE AND 2. Festivals and events PROSPEROUS TOURISM MANAGEMENT 3. Indigenous cultural tourism MODEL WITH BEING THE MOST SOUGHT-AFTER DESTINATION FOR 4. Culture WORLD CLASS OUTDOOR RECREATION 5. Culinary experiences AND THRIVING, CULTURAL EXPERIENCES. 6. Touring There are seven destination development goals identified to 7. Marine-based support the vision for the Sea-to-Sky Corridor: 8. Education and learning 1. Increase resident and community prosperity through sustainable tourism growth. 9. Meetings and Conventions 2. Improve visitor dispersion year-round throughout the 10. Health and Wellness Sea-to-Sky Corridor. 11. Attractions and Activities 3. Improve visitor use of the natural and cultural heritage in a respectful and sustainable manner. Eight destination development themes will help strengthen the Sea-to-Sky Corridor as a destination: 4. Improve tourism infrastructure for transportation and THEME 1: Stewardship and social commitment employee and entrepreneur housing. THEME 2: Proactive visitor growth management 5. Increase the involvement of Indigenous communities and entrepreneurs in tourism. THEME 3: Indigenous tourism development 6. Increase the global competitive strength of the entire THEME 4: New products and improved travel experiences Sea-to-Sky Corridor destination experience. THEME 5: Community character and personality building 7. Strengthen resilience and adaptive capacity to climate- related hazards, natural disasters, and market changes. THEME 6: Infrastructure and shared transportation options THEME 7: Attracting talent and workforce sustainability These seven goals support the two common provincial goals: 1. Lead Canada in growth of overnight visitor expenditures. THEME 8: Partnerships and working together 2. Secure the highest Net Promoter Score in North America. SEA-to-SKY CORRIDOR | 3 ACRONYMS AEST Ministry of MRDT Municipal Regional Advanced Education, District Tax Skills & Training OCP Official AGRI Ministry of Agriculture Community Plan CDMO Community RDMO Regional Destination Marketing Destination Marketing Organization Organization DBC Destination British RMI Resort Municipality Columbia Initiative DMO Destination RMOW Resort Municipality Marketing Organization of Whistler EDUC Ministry SLCC Squamish Lil’wat of Education Cultural Centre ENV Ministry of SLRD Squamish-Lillooet Environment & Climate Regional District Change Strategy TAC Ministry of Tourism, FIN Ministry of Finance Arts and
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