Historical & Museums Association Newsletter Summer 2014 | , Yukon

Inside this issue: YHMA’s Inaugural Charity Croquet Tournament:

Message from Mike Nixon, 2 Minister of Tourism & Culture A Wicket Good Time!

Executive Director’s Report 3

YHMA Events 4

Yukon Heritage Resources 5 Board Evicted from Taylor House

Heritage Training Fund Report

SPECIAL FEATURE: 6-7 Marketing & the Museum

2014 Fall Heritage Gathering 8

Established in 1977, YHMA is a registered charity that works to inspire and share a passion for Yukon heritage. Our newsletter is published on a quarterly basis. Copies of previous newsletters are available for download on the YHMA website: www.heritageyukon.ca Participants in YHMA ‘s inaugural charity croquet tournament enjoy the day out on For the latest news and events, follow us on the lawn of the S.S. Klondike. (Photo credit: Bruce Barrett) Facebook and Twitter! PAGE 2 SUMMER 2014 |

Message from Mike Nixon, Minister of Tourism and Culture

With the summer in full swing, museums and cultural centres In Yukon, they are are in their busiest season. typically here as part of an orga- In my January message, I suggested that one of your goals nized tour or cruise may be to attract more visitors to your museum. and are spending The Department of Tourism and Culture’s Tourism Branch has only a day or two in a similar objective, which is to promote Yukon as a tourism the territory. They destination to potential visitors around the world. are interested in historic sites and The branch works with its partners in the tourism industry, and museums including in the cultural and heritage sectors, to develop, enhance and cultural and natural promote experiences that will attract visitors to the territory. interpretive centres.

The question is, what attracts people to Yukon? What do they By better under- want to experience? Who are our visitors and what are their standing these travelers, both the department and its partners expectations? can offer experiences that meet their needs. What we learn about our visitors helps guide how we market the territory in- In part to answer these questions, Tourism Branch’s Industry cluding its heritage and culture. Services Unit undertook the Visitor Tracking Program in 2012 and 2013. This year-round survey provided us with valuable Research confirms that museums are important part of visi- information about our visitors, their travel habits and their pref- tors’ experiences. The Yukon government is proud to support erences. This understanding informs experience development the territory’s museums which contribute to creating an au- and enhances the effectiveness of marketing investments. thentic, fulfilling and memorable experience for our visitors.

Not surprisingly, part of what we learned is that Yukon’s vi- I wish you a successful summer season. brant culture and rich history are part of what makes a memo- rable Yukon vacation.

One of the components of the Visitor Tracking Program that helped confirm this was the use of the Explorer Quotient (EQ). Mike Nixon Designed by the Canadian Tourism Commission, this segmen- Minister of Tourism and Culture tation tool identifies nine different Explorer Types with unique travel preferences and behaviours.

The top two Explorer Types identified for Yukon are Authentic Experiencers and Cultural Explorers. Authentic Experiencers

are drawn to Yukon’s wilderness and scenic beauty. They also have a particular interest in understanding the territory’s histo- ry and more than half of them are visiting museums and histor- For more information on Explorer Types in Yukon visit: ic sites. www.tc.gov.yk.ca/publications/2012-2013_YVTP- Visitor_Segmentation_Report.pdf Cultural Explorers like to embrace, discover and immerse themselves in the culture and people of the places they visit. SUMMER 2014 | PAGE 3 From the Desk of the Executive Director

Greetings from the Donnenworth House!

It’s becoming cozy under our roof as a couple new faces have joined us in the last few months. Samantha Shannon has re- turned as our joint intern, and has been busy helping to develop and implement our communication strategy, along with coordi- nating our special events. Jennifer Bowen is settling into her role as Program Coordinator, working to deliver the Joint Marketing program, Heritage Training Fund and annual Heritage Fair, along with planning for the upcoming WWI and the North confer- ence in 2016. Early this summer, we also welcomed a few new faces around our Board table. Our Board members represent a diversity of backgrounds and experiences, which they bring to bear in their roles along with an enthusiasm and passion for heritage. Our new Board welcomed Sally Robinson into the role of President, and thanked outgoing President Marc Johnston for all his hard work and dedication to YHMA over the years. This summer also witnessed the debut of our weekly E-bulletins: in addition to our new website and newsletter, the E-bulletin is a This summer, we debuted our inaugural Charity Croquet Tour- way we can share the latest and greatest heritage news and nament. Held August 2 at the S.S. Klondike NHS in Whitehorse, events. We are also exploring ways to re-imagine the YHMA the event boasted perfect weather, stiff competition and a lot of newsletter and its content: this edition, in addition to member and fun. Later that evening we partnered with Parks and heritage news and events, we’ve put together a small profile on Yukon Brewing to host the S.S. K Soirée on the Sundeck of the marketing and heritage organizations. boat. This special event provided participants with the unique opportunity to explore the culinary heritage of the boat, as part With fall on the way, we look forward to the annual Museums of the Yukon Culinary Festival. These signature events will form Roundtable, hosted by YG’s Museums Unit, and our Yukon Herit- a major part of our fundraising strategy, allowing us to raise age Symposium, both to be held in fabulous Dawson during the some much-needed funds while also providing a unique and fun week of October 20th. We envision the Symposium as a place for opportunity for the public to connect with the Yukon’s heritage the Yukon heritage community to gather, share news and events and heritage community. and encourage peer exchange and professional development on a number of hot topics. On August 4th, YHMA also hosted a special event in to commemorate the 100th anniversary of the outbreak of With our Board, staff and strategic vision in hand, I’m very excited WWI. The event packed the Palace Grand theatre, featuring a for the future. We are a member-driven association: we work not skit by to re-enact the receipt of the news in the only on behalf of our members, but also in partnership with them. Yukon in 1914, as well as a historical presentation by historian Our organization is a reflection of the hard work and dedication of and YHMA member Michael Gates. the Yukon heritage community. We all face significant and varied challenges to protecting, conserving and celebrating our heritage: A huge thank you to all of the amazing volunteers who made every day, Yukoners are finding innovative, creative and practical both events happen! I remain absolutely floored by the spirit of solutions to these issues. By strengthening the ties among our volunteerism in the Territory. heritage community and drawing from best practices and lessons We are also very excited to debut our shiny, new website this learned, we can work together to continue to inspire and share a October! We have been working hard over the past few months passion for Yukon heritage. to develop a website that acts as a hub and repository for Yukon heritage, serving to connect the Yukon heritage community, Yukoners and visitors from across the world with the stories, As always, news and feedback are appreciated. Feel free to drop places, objects and organizations that contribute to the Territo- me a line, pick up the phone, or swing by the office! ry’s unique and diverse heritage. PAGE 4 SUMMER 2014 | YHMA EVENTS

Inaugural Charity Croquet Tournament Fundraiser and S.S. K Soirée

YHMA held its inaugural charity croquet tourna- ment on August 2nd. With perfect weather (ordered especially for the event), nine teams of two squared off in a double elimination tourna- ment. We were pleased to see so much spirit and enthusiasm from all our participants, and look forward to next year’s tournament! The day was made even better by our evening event: the S.S. K Soirée. A Yukon Culinary Festi- val event, the Soirée featured a unique opportuni- ty to sample desserts and Yukon Brewing bever- ages on the Sundeck of the S.S. Klondike. Guests were also treated to special culinary herit- age presentations by Parks Canada. We would like to thank all our sponsors and vol- unteers who made the day a success! Photo Credit: Bruce Barrett

Check out more photos from both events on our Flickr page: search for ‘Yukonheritage’ or visit https://www.flickr.com/photos/125447115@N08/sets/

YHMA Commemorates 100th Anniversary of the Outbreak of World War I A special event was held by YHMA at the Palace Grand Theatre in Dawson on August 4th to commemorate the 100th anniversary of the outbreak of the First World War, and the receipt of this news in the Territory. Opening remarks were given by Max Fraser on behalf of YHMA, followed by guest speaker Michael Gates. Parks Canada staff presented a dramatic re- enactment of the moment that news of war reached Dawson City residents in 1914, and a reception followed the event. The event proved very popular, with over 100 people in attendance. The event is part of a broader YHMA initiative to commemo- rate Yukon participation in the conflict and explore a relatively little known period in Yukon's history.

Thank you to Northern Vision Development and Yukon Brewing for their support, as well as to all our volunteers who made this event a success!

Photo Credit: Michael MacLean (Parks Canada) SUMMER 2014 | PAGE 5

Yukon Heritage Resources Board Evicted from Taylor House

After a 14 years tenancy in historic Taylor House, the Yukon Heritage Resources Board was given notice by the Yukon Government, the owners of the building that they had 31 days to vacate the building. The building has been selected as the new residence of the Commissioner of the Yukon and must first undergo significant renovations. Although YHRB had been in talks with the Yukon Government concerning the pos- sibility of a move, the Board had hoped to have more notice and a chance to find another suitable location. YHMA has two primary concerns: that the YHRB is able to find a new permanent home, and that the planned interventions fully respect the heritage values of the designated property-- ideally with full input from the YG's Historic Sites Unit.

There are a few Whitehorse locations that would suit the Yu- The Train Crew Houses are in an important high-profile area of the kon Heritage Resources Board but one of the most attractive Whitehorse waterfront. The already-existing wheelchair ramp on now lies vacant and apparently unavailable. Train Crew House Train Crew House #2 would allow public access and the Yukon Her- #2 is one of a number of White Pass & Yukon Route-related itage Resources Board could continue their proud tradition of occu- buildings on the bank of the , and is a municipally- pying and animating important Yukon landmark buildings. designated heritage site. Update: YHRB was fortunate to find temporary lodgings at the Le- What a great opportunity for our government to repair and gion but are still in need of a permanent home. YHMA will continue make another Yukon heritage building available to the public. to monitor the situation, and will provide support where we can.

In this section, Heritage Training Fund Report we profile Canadian Museums Association some of the 2014 National Conference training and professional The Yukon Heritage Training fund supported a number of Yukoners who attended a variety of development workshops held in conjunction with the Canadian Museum’s Association National conference in Toronto in April. A large Yukon delegation had the opportunity to visit the Toronto Zoo, Markham opportunities Museum, Rouge Valley conservation area and the McMichael Canadian Art Collection during the supported by Pre-conference Study Tour Wild in the City. This tour offered an opportunity to check out a variety the Yukon Her- of heritage institutions and observe different approaches to collections, programming and exhibi- itage Training tion, as well as the chance to meet and network with museum professionals from across Canada. Fund. Participants also had the opportunity to attend a variety of pre-conference workshops. Nancy Oak- ley (Yukon Historical and Museums Association) and Joelle Hodgins (Miles Canyon Historic Rail- way Sociaty) attended a one day workshop entitled Designing Change & Innovation where they harnessed the power of the design process (ie– the way toasters are created!) to engage stake- holders and respond to visitor needs in creative, innovative, engaging ways. Taryn Parker (Old Log Church Museum) and Samantha Shannon (Yukon Transportation Museum) attended a workshop entitled Interpretive Planning 101: Putting the Visitor at the Centre which pre- sented a mix of theoretical approaches and real-world examples of various interpretive approaches to allow participants to understand and experience the process of interpretive planning. PAGE 6 SUMMER 2014 |

MARKETING & THE MUSEUM A special feature with insights, tips and information on marketing and promotion for Yukon heritage institutions

YHMA’s Joint Marketing Program Ever wondered about the Heritage Yukon ads you’ve been seeing around town? Here’s a snapshot of what our Joint Marketing program is all about! The Joint Marketing Program is a cornerstone initiative of YHMA. Responding to institutional members’ need for affordable and effective marketing, the core objective of the Joint Marketing program is to increase visitation to participat- ing institutions. First introduced in 1989, the program has evolved to adapt to an expanding Yukon heritage community, shifting visitor patterns and the latest marketing techniques.

In addition to purchasing advertising that promotes the Yukon heritage sector, the program is structured to encourage networking and cross-promotion among participating institutions. By matching member dues with grants, this cooperative venture also provides a forum to explore and test different mar- keting strategies and best practices which members can use in their own activities.

Activities are informed by our Marketing Plan, recently updated by an award- winning, Yukon-based marketing firm. The new Plan responds to current tour- ism trends in a media plan that balances traditional print placements with online advertising, complemented by new Heritage Yukon branding. These ads are specifically geared to the ’Authentic Experiencer’ and ’Cultural Ex- plorer’ visitor profiles that are a part of the Explorer Quotient program.

Placements are confirmed by members at annual meetings in the spring and fall. Members are kept updated on placements, recent trends and other mar- keting activities through quarterly updates. In addition to direct advertising, members are profiled on the YHMA website, which is currently being updated to reflect the new branding. YHMA Institutional Members in good standing are Ads use the new Heritage Yukon brand and a clean ‘look and feel’ to eligible to participate in the Joint Marketing program. Member rates are set promote participating institutions. A set of templates are being devel- based on an institution’s overall operating revenues. For a rather modest oped which represent the diversity of the Yukon’s heritage. initiative, the Joint Marketing program packs quite a punch: In addition to direct advertising placements, the Joint Marketing pro- gram annually develops and distributes rack cards and a heritage Effective Advertising: Members participate in an ongoing, direct advertising attractions guidebook to locations across the Yukon. campaign reaching target audiences of over 500,000. What is Marketing? Affordable Marketing: Member fees are matched with grant dollars to max- imize investment: For an average fee of $350, members become part of a Marketing is a comprehensive communications strategy that encom- $35,000 direct advertising campaign. The program is designed as a ‘small but passes all communications undertaken by a heritage institution. Pro- mighty’ addition to members’ individual marketing activities. motion of the institution’s activities (collections, exhibits, facilities and public programs) is often the most visible form of marketing, but it also Valued-Added Activities: Members have the opportunity to participate in includes elements such as the presentation of the site itself, and infor- additional marketing opportunities identified each year by YHMA and program mal communications with the community through Board members, partners. volunteers and staff as ambassadors of the heritage institution. The B.C. Museums Association has a good set of tips on the market- Capacity-building Opportunities: Through the program, members network ing of museums and development of audiences. For more information, with others in the Yukon heritage community and gain access to current mar- visit: http://museumsassn.bc.ca/professional-development/museum- keting practices and tourism trends. standards-and-best-practices/ SUMMER 2014 | PAGE 7 Marketing at the Old Log Church Museum With a focused marketing plan, a familiar Whitehorse institution is using a few simple techniques to get people talking...and visiting!

In 2010, the Old Log Church Museum developed a marketing plan The logo is comprised of a church building, cross and tree silhouette. The which identified a need to focus on and attract a local audience into church building presents and immediate acknowledgement of the muse- the museum. In 2011 they worked with Aasman Communications to ums key artifact: the Old Log Church launch a local awareness campaign to promote the museum. The building, one of the oldest buildings basic message of the campaign is that church history is Yukon in Whitehorse. history: it is engaging and spirited and is a completely original expe- rience. The campaign was designed to be clean, simple and visual The cross is a visual connection to in a way that speaks directly to the target audience’s lifestyle and the unique focus of the museum: contemporary point of view. The core messages that it is hoped the Yukon’s History within the context of audience will take away from the campaign are: church history – Yukon’s Spirited History.  The OLCM has fascinating artifacts and stories and is a place of interest for me, my family and friends The tree represents a living, thriving tree, signifying stories and artifacts of  I will learn more about the history of my home if I visit the the past shaping and revealing what OLCM Yukon and Yukoners were and are  A visit to the OLCM is easy and convenient today. The tree moves into the build-

ing shape, out and beyond, signifying One of the most notable elements of the campaign are four featured that the museum experience begins artifacts with the story of the artifact condensed into an intriguing, within and takes you beyond the unexpected phrase. Signage has been placed on city transit bench- walls of the building. The tree also es, planters, newspapers, posters, digital signage and media. Visi- connects to the actual log construc- tors to the museum often comment on the signs they have seen tion of the church building. around town. After a successful implementation of the plan in the first year the cam- The campaign also coincided with the launch of a new logo and paign has continued in a modified form. “We try to do as much targeted tagline, new website and Facebook page. advertising as our budget allows, which includes digital signage at the airport, city transit benches, newspaper ads, posters, a 2 for 1 coupon and trolley ads.” says the museum’s curator Taryn Parker. “Advertising is expensive so we’re glad to be able to supplement our own advertising with the YHMA joint marketing program.” She also sees other opportuni- ties to use the joint marketing program to further encourage visitation and appreciation for Yukon history.

And now for some acronyms. Out-of-Territory visitors are often the focus of marketing efforts. Tourism Yu- kon offers several programs to support tourism marketing opportunities: Product Development Partnership Program (PDPP): supports projects that increase capacity, develop niche products or undertake research and devel- opment on tourism markets & strategies. Tourism Cooperative Marketing Fund (TCMF): a 50/50 cost-sharing program that can support advertising purchases and promotion activities (ie trade shows). The Canadian Tourism Commission’s Explorer Quotient (EQ) program has studied visitor patterns and behavior to develop a series of tourist profiles. Authentic Experiencers and Cultural Explorers are the two most common visitor types to the Yukon. YG’s Tourism Marketing Strategy is geared to- wards these profiles. For more information and to learn more, visit www.tc.gov.yk.ca.

MARKETING & THE MUSEUM PAGE 8 SUMMER 2014 |

2014 Fall Heritage Gathering

The Yukon heritage community will gather this year in Dawson City during the week of October 20- 24th. The week will feature a variety of events, workshops and activities of interest to those engaged in the protection, conservation and celebration of our rich and diverse heritage. In addition to sharing new and best practices, this gathering provides an opportunity to meet others actively involved in heritage conservation across the Territory. Heritage practitioners face significant and varied challenges across the Territory. Every day, Yukon- ers are finding innovative, creative and practical solutions to these issues. This year’s Symposium is structured to encourage peer exchange on a number of topics and current issues of interest to the Yukon heritage community. By strengthening our relationships and drawing from best practices and lessons learned, the Yukon heritage community can work together to continue to inspire and share a passion for Yukon heritage. The week will feature a variety of events and activities of interest to all members of the Yukon herit- age community. These include: - annual Museums Roundtable (organized by YG Museums Unit, open to all Museums Unit clients) - Canadian Conservation Institute workshop on Archival Materials (organized by YG Museums Unit) For more information on - annual Yukon Heritage Symposium (organized by YHMA) the fall heritage gathering, - meetings of YHMA Committees please visit - special presentation by Dr. Dean Oliver from the Canadian Museum of History: update on the Mu- www.heritageyukon.ca seum’s recent activities and future plans, including the Virtual Museums of Canada program.

Are you a heritage sector worker Yukon Historical & looking to improve your skills? Museums Association The YHTF provides support for training and profes- 3126 Third Avenue sional development opportunities for the Yukon Whitehorse, Yukon Y1A 1E7 heritage sector. Applications are reviewed on a p: 867-667-4704 | f: 867-667-4506 quarterly basis. [email protected] Intake deadlines are October 15, www.heritageyukon.ca | @Yukonheritage

January 15, April 15 and July 15th.

Visit www.heritageyukon.ca or

call 667-4704 for more information.

Support provided by the Yukon Government’s Department of Advanced Education

Established in 1977, YHMA works to inspire and share a passion for Yukon heritage. Our Newsletter is published on a quarterly basis.