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Home , Kaleden, Naramata, Osoyoos

DISTRICT OF TOURISM AND ECONOMIC DEVELOPMENT COMMITTEE Council Chambers – Community Centre Via Zoom Monday, June 22, 2020 at 7:00 P.M.

1. CALL TO ORDER

2. AMENDMENTS TO THE AGENDA

3. APPROVAL OF THE AGENDA

4. MINUTES FOR INFORMATION • TPC Minutes – February 3, 2020 • PEDC Minutes – November 21, 2019

5. REPORTS/INFORMATION

A. Introductions

B. Policy Review: Pg. 3 • PRO-028 - Community Committees of Council Policy • PRO-279 - Tourism & Economic Development Committee

C. Appointments: • Chair • Vice Chair • Secretary

D. Orientation and information on tourism resources: Matt Faucher a. Destination Management Organization (DMO) for Peachland b. Municipal and Regional District Tax (MRDT) c. Grant Funding - Identify and Apply https://www.destinationbc.ca/what-we-do/funding-sources/

E. Southern Tourism Marketing Group Pg. 9

F. West and - Collaboration on a Joint Matt Faucher Westside Tourism and Business Recovery Marketing Campaign

G. Tourism and Economic Development Committee Webpage Cheryl Wiebe https://www.peachland.ca/tourism-economic-development-committee

H. Okanagan Peachland Task Force - Appoint a Representative Matt Faucher

I. Tourism Services Report Darci Ritchey a. Tourism and Marketing Website

6. OTHER BUSINESS

A. Meeting Schedule 2020 – Set dates and times for the remainder of 2020 Cheryl Wiebe

7. ADJOURNMENT

1 2 COMMUNITY COMMITTEES OF COUNCIL

Effective Date: Authorized by: Replaces:

May 12, 2020 Council – Regular Meeting December 1, 2014

POLICY MANDATE: Within its overall policy on public involvement, the Council of the District of Peachland appoints Advisory Committees and Task Forces to: • Provide information and advice to Council and staff on issues of concern to the public and the District, which Council will consider in its decision making; and • Provide recommendations for consideration by Council.

It is not the role of Advisory Committees or Task Forces to establish policy, but rather, to act in an advisory capacity to Council. The decision making responsibility and authority remains with Council.

REASON FOR POLICY: Advisory Committees and Task Forces provide opportunities for citizens of Peachland to become more actively involved in their community, as well as for issues to be considered in depth.

PROCEDURE: 1. Scope of Policy: This policy applies only to non-mandatory and discretionary committees of a non- contractual nature, established by the District of Peachland, which are primarily made up of community members.

Current Committees and Task Forces covered by this Policy are: • Healthy Watershed Committee (HWC); • Mayor’s Task Force on Climate Change (MTFCC); • Tourism & Economic Development Committee (TEDC); and • Adhoc committees of Council.

2. Functions: Within their mandate, the functions of Committees and Task Forces of Council are to: • respond to issues referred by Council and staff; • listen to and report on community’s views; • gather necessary facts, information and opinions;

3 • provide advice and recommendations to Council and staff; • raise issues to Council and staff that need to be addressed further; and • complete projects and tasks within their mandate.

3. Expectations: The Council of the District of Peachland expects Committees and Task Forces of Council to: • respond to the issues referred by Council and by staff; • within their mandates, raise issues to Council and staff that Committee/Task Force members believe need to be addressed; • elect a Chair, Vice-Chair and Secretary at the first meeting of each term, and establish a meeting schedule annually; • prepare meeting agendas and minutes for each meeting with the Chair, Vice- Chair and Secretary being responsible for completing these tasks; • give well-considered and timely response to Council’s and staff’s need for advice; • work within the framework of Council’s strategic priorities and overall policies; • carry out their work effectively, efficiently, and creatively.

In return, Committee and Task Force members can expect Council and staff to provide: • full information on issues being addressed; • orientation and training; • prompt feedback on the outcomes of their advice and recommendations; • community recognition for members contributing hours of volunteer time, valuable ideas and expertise; and • a commitment from Council to refer issues for consideration as they arise.

4. Reporting: When responding to an issue referred by Council, Committees and Task Forces will submit reports directly to Council. Reports will be accompanied by a staff report through the CAO to Council. Council representatives on Committees and Task Forces will regularly report to Council on the groups activities. Annually before the end of February, Committees and Task Forces shall submit a report to Council, on their previous year’s activities, progress on their strategic priorities, utilization of budgeted financial resources, as well as a proposed work plan for the current year and requests for budget consideration. Meeting minutes summarizing the decisions made and the key discussion points will be submitted to the Corporate Services office and will be placed on a regular Council agenda for Council’s information. As minutes are public information, confidential material should not be included.

4 5. Council Member Committee Appointments: Council will appoint two (2) members of Council to each Committee or Task Force.

6. Membership: Diversity Membership of Committees and Task Forces will be diverse, and broadly reflective of the community (e.g., age, gender, cultural background, and occupation where appropriate). Membership of some Committees and Task Forces will also reflect the desired experience, knowledge and expertise. When a member determines that they are no longer interested in participating on the Committee or Task Force, they will draft and submit their resignation to the Corporate Officer. Members who are absent for three (3) consecutive meetings shall forfeit their appointment, unless such absences are authorized by resolution of the Committee or Task Force. Each Committee or Task Force will have a staff liaison assigned to it to provide the support identified in Section 8 of this Policy.

Conflict of Interest A conflict of interest exists where: • a member is a director, member or employee of an organization seeking a benefit from the District of Peachland upon which the Committee or Task Force will make a recommendation; or • the member has a direct or indirect pecuniary (monetary) interest in the outcome of deliberations. A conflict of interest does not exist if: • the pecuniary interest of the member is a pecuniary interest in common with members of the municipality generally; or • the pecuniary interest is so remote or insignificant that it cannot reasonably be regarded as likely to influence the member in relation to the matter. Where a conflict of interest exists, members: • are not entitled to participate in the discussion of the matter or to vote on a question in respect of the matter; • must declare to the committee that a conflict exists; and • must leave the meeting during consideration of the issue to which the conflict relates. A member’s declaration of a conflict of interest, as well as their exit from, and return to, the meeting must be noted in the minutes. Where a perceived conflict of interest might exist, the member may note that a perception of conflict may exist but need not declare a conflict and exit the meeting if in the member’s view, there is no actual conflict of interest. Where in the opinion of the Committee or Task Force, a member is in a conflict of interest and has not declared one, the Committee or Task Force may ask for a review of

5 the matter by the Corporate Officer. If after a review by the Corporate Officer the matter remains unresolved, the Committee or Task Force may then refer the matter to Council for review. Any member that contravenes the conflict of interest guidelines in this policy may be removed from the Committee or Task Force by a resolution of Council.

7. Appointments: Committee and Task Force members will normally be appointed for terms that run concurrent with, but do not exceed, the District Council term. The term of a Committee or Task Force may be shorter than the term of Council provided that the appointment term is stated in terms of reference for the Committee or Task Force. Opportunities for participation on Committees and Task Forces will be advertised in the newspaper and on the District’s website by the Corporate Services Office. Membership and appointments to Committees and Task Forces are at the pleasure of Council. The Corporate Officer will prepare a report for a closed meeting of Council (in-camera) and attach all applications for Council’s review. When more applications for membership to a Committee or Task Force are received than available openings, the Corporate Officer will provide a ballot list of all applications received and Council will conduct a secret ballot vote to appoint members for each of the committees as required.

8. Staff Support The role of staff in supporting the Committees and Task Forces of Council includes: • providing information and professional advice;

• posting agendas in accordance with Council’s Procedures Bylaw;

• distribution of minutes as required;

• promoting effective Committee and Task Force functioning; and • providing orientation to the work and role of the Committee and Task Forces to new members.

9. New Committees Council will give consideration for establishing new Committees or Task Forces of Council when issues arise that need to be considered with involvement from the public, and when existing groups within the District are not able to or prepared to undertake the work or to consider the issues.

6 Tourism & Economic Development Committee

Effective Date: Authorized By: Replaces: May 12, 2020 Council – Regular Meeting NEW

Purpose: The purpose of the Tourism & Economic Development Committee (TEDC) is to act as an Advisory Committee to Council, as well as a tourism and economic development Task Force.

Membership: Council may appoint a minimum of seven (7) members to a maximum of eleven (11) members to the Committee. The composition of the committee shall be as follows: • Two (2) members from District of Peachland Council; • One (1) member from the Peachland Chamber of Commerce; • One (1) member from the Visitor’s Centre Operator; and • The remaining members from the community at large.

Meetings: Meetings will be held bi-monthly, unless specific workload or timing requires additional meetings.

Terms of Reference: The Tourism & Economic Development Committee will be responsible for the following duties: 1. Undertake any projects assigned and respond to referrals requested by Council or Corporate Operations; 2. Report to Council on challenges and opportunities affecting the enhancement and sustainability of Peachland’s economic well being and tourism industry; 3. Through community partnerships, identify, design and implement activities or events that promote the Peachland lifestyle, to bring about increased awareness of, and activity in, recreation, tourism, and business. 4. Support initiatives that encourage tourism and economic development enhancing Peachland’s economy; 5. Identify and develop strategies that support increased tourism, social and economic activity in shoulder seasons working towards establishing Peachland as a year round destination.

7 8

BC news outlets have embraced the concept and community leaders are supporting the initiative. (See Times article attached)

https://globalnews.ca/news/6953046/south-okanagan-marketing-alliance/

We are pleased that every community from Osoyoos/ to Summerland will be represented in the South Okanagan Tourism Alliance and we would welcome Peachland to participate. A minimum investment of $2,500 allows the community to have a page on the VSOK website with a click through to the community site. (See Website Outline attached) A social media campaign will highlight each community throughout the year and Peachland will be included in digital advertising, itinerary creation (circle route POI’s) and numerous blog posts.

As Peachland is an integral partner to this program, we do hope that your Board will seriously consider participating in the Alliance so you can take advantage of the collective opportunities that it brings. Peachland would be the northern most community in the consortium and a “gateway” for travelers coming to the South Okanagan via Hwy 5A. The focus of the campaign is to generate visitation from within BC (self-drive markets) and we believe that every community from Peachland to Osoyoos to Cawston/Keremeos will benefit from both destination vacationers and day-trippers alike. The ‘hub and spoke’ options will be showcased on the website and consumers can click through to each communities website to plan their vacation. Remember, the VSOK website will be the ‘call to action’ for every campaign.

The Alliance is also working together to create templates to assist the partner communities in engaging their stakeholders and further promote the VSOK brand (Sample Invitation attached).

Darci, I hope that this gives you something to work with. A complete marketing strategy is being developed now but that will not be complete for a couple more weeks.

9 FOR IMMEDIATE RELEASE May 07/2020

Thom Tischik Executive Director Travel Society 250.276.2162 [email protected]

NEW POST-COVID MARKETING INITIATIVE

SOUTH OKANAGAN TOURISM ALLIANCE With the on-going COVID-19 situation and the significant immediate and long-term effect on tourism in the South Okanagan region, Travel Penticton, in cooperation with other South Okanagan tourism agencies, has created a new post- COVID strategic tourism marketing project, the South Okanagan Tourism Alliance.

This new initiative, headed up by Brad Morgan, Marketing Director, Travel Penticton, is a collaboration between the Destination Marketing Organizations (DMOs) in the South Okanagan region.

“There is always strength in numbers, and this new South Okanagan Tourism Alliance is a natural way to approach tourism marketing of the region once the wheels of tourism are allowed to roll.’ according to Thom Tischik, Executive Director, Travel Penticton. “We need to look at new ways to approach our markets, be collaborative, share knowledge and resources, pool funds and leverage whenever possible to ensure we can make a significant impact once the doors are back open to tourism.”

As a long-term initiative, this new alliance will also feature a ‘four-season’ plan to promote ‘self-planned’ South Okanagan circle-tour road trips and include various product sectors and industry stakeholders within the area covering sport and adventure, wine and culinary, craft beer, touring and events to name just a few. The South Okanagan Tourism Alliance will serve to promote travel to the region ‘when the time is right’ and follow the guidelines as set by the BC Ministry of Health.

The plan will include a new Visit South Okanagan website (visitsouthokanagan.com) which is the central hub for the campaign, supported by an integrated digital and traditional media marketing strategy.

#visitsouthokanagan #southokanagan

(-30-)

For more information, contact:

Brad Morgan Marketing Director Travel Penticton 250.809.5087 [email protected]

10

SOUTH OKANAGAN TOURISM ALLIANCE ‘Visit South Okanagan’ Sub-Region Co-op Initiative

Partners: Destination Osoyoos Oliver Tourism Association Travel Penticton RDOS Electoral D & I (OK Falls, Carmi, East Side Road, Vaseaux Lake, , Apex) Summerland Chamber of Commerce Peachland Similkameen Valley

Budget: $40,000 + $40,000 matched funds

Intent: Create a "sub-region" in the South Okanagan recognized by TOTA and DBC to access co-op funding that will enable communities of the South Okanagan to promote ‘Circle Tours’ of the region to the BC residents and eventually Alberta and State market.

Content: Basic driving routes to be featured and each community will create an asset inventory by season. Common themes between the communities will build the basis of the sector-based itineraries. i.e: food/wine; cycling; skiing; family fun, camping/RV, fall colours/spring blossoms, events, etc. Landing page to direct to community sites www.visitsouthokanagan.com #visitsouthokanagan #southokanagan

Selling Points: weather, proximity, farms, orchards/vineyards, wine/beer, culinary, authentically Canadian, nostalgic, beaches, cycling, waterfront, birding, uncrowded, low cost vs competition, day tripping, four seasons, outdoor activities, bring your own equipment, access to trails, free things to do

Primary Target Market: self drive, near-in markets Vancouver/Lower Mainland, regional BC (TOK, ) *Secondary Target Market: Calgary, other Alberta

Classic Canadian Road Trip Routes:

1) BC Interior Circle Tour - Vancouver>Similkameen>Oliver/Osoyoos/OK Falls>Penticton/Summerland/Naramata>Vancouver

2) Route 97 (Northern route) – Prince George/Williams Lake>Penticton/Summerland/Naramata> Oliver/Osoyoos/OK Falls>Similkameen>Merritt>Prince George/Williams Lake

3) Route 97 (Southern route) –Oliver/Osoyoos > Penticton/Summerland/Naramata > Peachland > Similkameen >

Detailed Itineraries: To be developed. “Four Seasons; All Sectors”

11 Budget:

Visit South Okanagan Recovery Initiative

Partner DBC Matching VISIT SOUTH OKANAGAN RECOVERY INITIATIVE TOTAL Investment Funds BRANDING/WEBSITE Logo, Digital templates $ 1,000 $ 1,000 $ 2,000 Website - domain, development + hosting $ 3,500 $ 3,500 $ 7,000 Creative - ad design, brand writing $ 1,250 $ 1,250 $ 2,500 Public Relations - Press Releases, Travel Media Liaise $ 1,500 $ 1,500 $ 3,000 DIGITAL & TRADITIONAL MEDIA MARKETING Search Engine Marketing, Goodle Ad words $ 3,500 $ 3,500 $ 7,000 Paid Social - Facebook, Instagram, etc $ 750 $ 750 $ 1,500 Castanet $ 2,500 $ 2,500 $ 5,000 Georgia Strait $ 2,000 $ 2,000 $ 4,000 Vancouver is Awesome $ 2,000 $ 2,000 $ 4,000 Vancouver Sun & Province $ 3,000 $ 3,000 $ 6,000 Global TV $ 7,500 $ 7,500 $ 15,000 Expedia Destination Profile $ 5,000 $ 5,000 $ 10,000 Westjet Inflight Video *Spring 2021 $ 2,500 $ 2,500 $ 5,000 Opportunities Arising $ 4,500 $ 4,500 $ 9,000 OTHER Project Coordination $ 3,000 $ 3,000 $ 6,000 Social Media Management $ 1,000 $ 1,000 $ 2,000 TOTAL $40,000 $40,000 $80,000.00

Contributors:

Visit South Okanagan Recovery Initiative

Partner Contribution Destination Osoyoos $10,000.00 Travel Penticton $10,000.00 Peachland $2,500.00 RDOS "I" (Kaleden, Apex) $2,500.00 RDOS "D" (OK Falls) $2,500.00 Oliver Tourism $3,000.00 Similkameen Valley $2,500.00 Summerland $3,500.00 Naramata $2,500.00 OK Falls Winery Assn* $1,000.00 Oliver Osoyoos Winery Assn* $1,000.00 Bottleneck Drive* $1,000.00 Similkameen Ind. Wine Growers* $1,000.00 Naramata Bench Winery Assn* $1,000.00 TOTAL $44,000.00

*Winery Associations will be represented by the DMO in their area 12