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Destination Southwest Nova Association PO Box 1390, 18 Dufferin Street Lunenburg, Nova Scotia, Canada BOJ2CO Telephone (902) 634-8844 • Fax (902) 634-8056 [email protected] • www.destinationsouthwestnova.com
Municipality of the District of Yarmouth PO Box 21 Hebron, NS BOW 1XO March 12,2012 Dear Warden Anthony and Councillors,
We are writing to request your support for investment in tourism and in Destination Southwest Nova Association (DSWNA) for 2012/2013.
The tourism industry generates over $1.3 billion dollars in Nova Scotia, according to provincial statistics the Yarmouth County area received $500,000 dollars in municipal tax revenue in 2009 creating approximately 700 jobs. Your 2012/13 municipal investment in regional tourism of $6,877 is essential to maintaining this tax base and will be leveraged to increase marketing and promotions within the region which will in tum, stimulate the visitor economy and result in and a good quality of life for residents. Partnership and collaborative efforts are essential to reaching our common goals of increased visitation and a strong and healthy economy.
Included in this package is the Municipal Investment Program, outlining the benefits of investing in the association. As a municipal unit, we encourage you to review the marketing opportunities and invite you to partner with us on these initiatives. As in the past, DSWNA will continue to be involved in many aspects of your community including through co-managing and providing funding assistance and training to staff at the Visitor Information Centre, by providing festivals and events assistance to organizations in your region and through the new refreshed website on www.destinationsouthwestnova.com.
Municipal investment and partnering with DSWNA will ensure the long-term sustainability and growth of the visitor economy in this region.
We request that the Tourism Investment Program be included as a line item in your operating budget; if you require an additional presentation to council regarding this request please contact us and we will be happy to do so. A complete year end report will be provided at the Annual General Meeting scheduled for early June 2012. J~nRespectfully, Executive Director
Moving Forward ... Growing Together World Trade and Convention Centre NOV~S>TIA 1800 Argyle Street PO Box 456 Economic and Rural Development and Tourism Halifax, NS B3J 2R5 Tourism Division Canada
Warden Anthony and Councillors Municiplaity of Yarmouth PO Box 21 Hebron, NS BOW 1XO
Dear Warden Anthony and Councillors:
Nova Scotia offers visitors spectacular beauty and sights, signature experiences and a rich culture and heritage. Together, the Tourism Division of the Department of Economic and Rural Development and the Regional Tourism Industry Associations (RTIAs) strive to offer our visitors the broadest range of high-quality experiences and services throughout the seven tourism regions across the province.
Destination Southwest Nova Association (DSWNA), Destination Cape Breton, Destination Eastern and Northumberland Shores, Central Nova Tourist Association and Destination Halifax are the RTIA/Destination Marketing Organizations that the Tourism Division works with through partnership agreements. Financial support is provided to implement regional destination marketing and visitor services initiatives with community and industry stakeholders.
The Tourism Division has a long-standing partnership with DSWNA, the provincially recognized RTIA / DMO for the regions that cover: Bay of Fundy & Annapolis Valley (shared with Central Nova Tourist Association); Yarmouth & Acadian Shores; and the South Shore. The partnership is focused on marketing activities to help build tourism for the well-being of the regions and its communities.
DSWNA offers a wide variety of regional marketing opportunities and visitor services support (for example: the training and development of visitor information centre staff). The association also manages the Festival & Event Funding program for the region on behalf of the Tourism Division. Over 60 local festival and events receive cooperative marketing dollars to promote community celebrations and activities. DSWNA also provides input and feedback into provincial marketing initiatives, and helps communicate information on provincial tourism programs, partnerships and training opportunities to its tourism Industry partners.
The Tourism Division recognizes the value of strong partnerships and appreciates the dedication and hard work of Jeanette Joudrey, Executive Director, DSWNA and her team. By working together, we can grow tourism revenues and create a better provincial economy to support communities and regions throughout the province.
Sincerely,
Kristi Wenaus Director, Sales and Partnerships A/Director of Marketing I I I I I I
I,..., Destination Southwest Nova I Association
I On a path to Grow Tourism by 3% I, I I I I Municipal Investment Program I 2012-2013 I I I I TABLE OF CONTENTS
1. Acknowledgement & Summary , 3
2. About Destination Southwest Nova Association .., 4
I 3. Why.Invest in Tourism 5
IJ 4. Tourism Economic Impact in Southwest Nova Scotia , 6
I, • .1 5. Service Inventory in Southwest Nova Scotia ~ 7
IJ 6. Municipal Return on Investment : 9
~
7. Municipal Investment Structure ; ; 12 Ij Destination Southwest Nova Association Municipal Investment Progralll2012-2013
1. Acknowledgement & Summary
On behalf of Destination Southwest Nova Association (DSWNA), I would like to thank you for your support throughout the years. Your financial investment has assisted in making the Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and the South Shore area one of the highest tourism industry revenue generators in the province and a strong competitor in the world's fastest growing economic sector.
In 2011, the tourism industry in Nova Scotia had revenues exceeding $1.3 billion and over 2 million visitors entered the province. The.industry also generated more than $200 million in tax revenues and supported approximately 40,000 jobs with a payroll valued at over a half billion dollars.
We are pleased to advise that the region continues to be a leader in the delivery of tourism services and economic benefits. In provincial reports, the tourism industry in Southwest Nova Scotia had revenues exceeding $250 million and accounted for over $38 million in tax revenues.
Along with your continued support, our sustainable economic business plan for DSWNA and an aggressive marketing campaign, we will develop this region {Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore) and become a model of success for the rest of Nova Scotia.
It is the responsibility of DSWNA to promote the responsible growth and prosperity of the tourism industry in the counties of Rants, Kings, Annapolis, Digby, Yarmouth, Shelburne, Queens, Lunenburg and part of Halifax. This is achieved first and foremost through marketing and promotion designed to increase visitor volume, spending and length of stay (visitor economy), as well as to make this region the number one year-round travel destination in Nova Scotia.
In order to carry out the mandate, To Grow Tourism by 3%, Destination Southwest Nova Association will implement an integrated business model that focuses first and foremost on Marketing & Promotion, assistance with Visitor Services, Membership & Partnership Services and assistance with Product Development.
DSWNA recognizes our unique partnership and understands the need to work with all municipal units in a fair and equitable manner. As such, we have developed a mutually beneficial program to grow the tourism industry throughout the region, as well as sustain and stimulate growth in the economic base for municipal units.
During the five years that this program has existed you will see (page 13), that 21 out of the 28 municipal units have invested in this regional program.W e continue to work with municipal units and encourage full participation in the municipal investment program. Your investment in tourism will help to sustain and grow the visitor economy, the municipal tax base and increase tourism expenditures. Only by working together can our rural and small towns remain viable, sustainable and able to ensure those tourism businesses have the marketing support to achieve "bodies in beds and cash registers ringing!"
Spending by visitors in this region benefits all sectors of the economy and contributes to the municipal tax base, which helps support and maintain essential services such as municipal waste management, municipal roads, policelfire services and snow removal. The funds that you invest in DSWNA will be leveraged and used to grow tourism and stimulate the local economy. We look forward to a positive and continued relationship. 3 I Destination Southwest Nova Association Municipal Investment Program 2012-2013 I 2. About Destination Southwest Nova Association
I Destination Southwest Nova Association (DSWNA) is an independent not-for-profit, industry led tourism marketing & management organization referred to as a Regional Tourism Industry Association/Destination Marketing Organization (RTIA/DMO). DSWNA exists to promote the growth I and prosperity of the Tourism Industry in the geographic area encompassing the provincially designated regions referred to as the Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore. It wasincorporated as a Society under the Societies Act of Nova Scotia in 2004. I Administered by an executive director and governed by an-industry-elected volunteer board of directors (15), DSWNA is supported by industry and funding from industry, municipal, provincial and federal governments through specific projects (if applicable).
I) The Association will benefit all of the key stakeholders in the tourism industry in the regions of Southwest Nova Scotia, including all direct and indirect tourism related businesses, public and not-for- I profit agencies, organizations, facilities and services, community groups, provincial departments and municipalities.
I Mission Statement The Destination Southwest Nova Association exists so that tourism in Southwest Nova Scotia is a viable I and sustainable industry. Main Objectives. 1. Provide partnership opportunities for marketing that are affordable, accessible and effective. a. To increase the number of visitors to the region, their length of stay, and/or their level spending. b. To present marketing opportunities that are responsive to market fortes, trends and consumer demand. c. To create greater awareness of Southwest Nova Scotia as an attractive destination. 2. To unite tourism stakeholders within the region on common goals. a. Financial and human resources are leveraged to increase return on investment for partners. b. To communicate that tourism is everyone's business and is important to Southwest Nova Scotia's quality of life. c. Create awareness for the value and benefits of working in tourism. 3. Facilitate, coordinate and support product development and enhancement within the region. a. Standards and code of ethics exist to assist the visitor buying decision and experience. b. There exists a positive climate for capital investment in tourism development. 4. There is pride and value for membership investment. a. Members are engaged in the activities of the organization. b. Members participate and contribute to the marketing strategies of the organization. 5. Serving visitors with excellence.
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Destination Southwest Nova Association Municipal Investment Progra1ll20l2-2013
3. Why Invest in Tourism
Sustainable Industry (future jobs) Goodfor the Environment Tourism, if developed correctly, is a sustainable industry that is far more environmentally friendly than many other forms of industry. In many cases our natural resources are protected by the tourism industry. .
Improves our Quality of Life Tourism contributes to the quality of life of local residents by offering recreational opportunities and services that may not have otherwise existed.
Tourism generates increased tax revenue for our communities that can be used for local infrastructure, health care, schools, etc.
New Business Development Tourism attracts visitors to an area and, if a positive experience is had, persuades them to stay, retire, or to set upa new business. Tourism often attracts new businesses that offer services associated with a higher quality of life.
Tourism development is the most important tool for. Saving downtowns everywhere. Ambience and attractions are key elements to luring visitors downtown, and to having them return again and again.
Jobs and Education Tourism is a major contributor to student employment and both facilitates and encourages post secondary education within our community.
Community Pride and Morale Tourism development encourages community pride, preserves and protects our heritage and culture.
Rural Economic Development Tourism is a catalyst for economic development in many rural areas of Nova Scotia and is supplementing and replacing many resource based industries that have been decreasing over the years such as fishing, mining and agriculture.
Agri-tourism is a new, fast growing "niche" within the industry. It may wellbe the economy recovery that farmers have been waiting for.
A sustainable tax base is a primary concern for rural and coastal Municipal units in Nova Scotia. Investing in tourism will enable long term sustainability as well as the opportunity to grow the Municipal tax base in many communities in Nova Scotia.
5 Destination Southwest Nova Association Municipal Investment Program 2012-2013 4. Tourism Economic Impact in the regions of Southwest Nova Scotia
Throughout the regions of Southwest Nova Scotia, tourism plays a key role as an economic stimulator.
In recent years, the tourism industry in the region generated more than $250 million in revenue and over $38 million in municipal, provincial and federal taxes. The tourism industry in Southwest Nova Scotia provided approximately 8,000 jobs of which 30% were full time equivalent positions, with a total payroll of more than $98 million.
The following table and charts presents the economic impact the tourism industry has in each county of Southwest Nova Scotia.
2009 Yarmouth Digby Hants Kings Lunenburg Queens Shelburne Annapolis Revenue 31,020,000 27,540,000 23,220,000 58,680,000 56,050,000 20,490,000 11,380,000 38,330,000
Federal ~ J Tax 1,900,000 1,700,000 1,400,000 3,600,000 3,400,000 1,200,000 700,000 2,300,000 Provincial Tax . 2,300,000 2,100,000 1,800,000 4,400,000 4,200.000 1,500,000 900,000 2,900,000 Municipal Tax 500,000 500,000 400,000 1,000,000 1,000,000 400,000 200,000 700,000 Total Tax 4,800,000 4200000 3,600,000 9000000 8600000 3,200,000 1,800,000 5900000
.. Direct Jobs 500 500 400 1,000 1,000 400 200 700 Indirect iobs 200 200 200 400 400 100 100 300 Total Jobs 700 700 600 1,400 1,300 500 300 900
Direct FTEs 300 200 200 500 500 200 100 300 Indirect FTEs 100 100 100 200 200 100 0 100 Total FTEs -c:- 300 300 300 700 600 200 100 400 ...... Direct Pavroll 8600000 7700000 6500000 16.300,000 15600000 5700000 3200,000 10.700000 Indirect Pavroll . 3,500,000 3,100,000 2,600,000 6,600,000 6,300,000 2,300,000 1,300,000 4,300,000 Total .. Payroll 12,100,000 10,800,000 9,100,000 22,900,000 21,900,000 8,000,000 4,500,000 15,000,000
FTE - full time equivalent
6 Destination Southwest Nova Association Municipal Investment Prograni 2012-2013 5. Service Inventory in Southwest Nova Scotia
The diversity of products and services throughout Southwest Nova Scotia has contributed to the overall growth and sustainability of the industry.
The following chart shows the available fixed roof units and campground sites throughout Southwest Nova Scotia based on County and in comparison to overall Provincial numbers:
County # of fixed roof # of units # of campgrounds # of sites I
Hants 28 195 12 1375 Kings 44 1,270 10 1561 Annapolis 60 466 11 1244 . . 928 5 343 Digby 59 . Yarmouth 30 594 4 388 Shelburne 52 198 6 303 Queens 38 281 4 332 Lunenburg 143 868 10 818 Total Southwest Nova Scotia 454 4,800 62 6,364 . Provincial Total 1071 19,489 154 13,307
While the list is extensive depending upon the interest level, this region of Nova Scotia provides an abundance of experiential offerings including:
1. Siznature Events 13. Gardens 2. Economusee Network 14. Agricultural Tourism 3. Acadian Culture 15. Kayaking & Canoeing 4. Aboriginal Heritage 16. Extreme Water Adventures 5. Phenomenal Bay of Fundy 17. Geo-caching 6. Whale & Seabird Tours 18. Wineries 7. Historical & Interpretative Tours 19. Parks & Beaches 8. Family Fun 20. Lighthouses 9. Community Museums Network 21. Equestrian Adventures 10. Genealogy Centres 22. Mysteries and the Paranormal 11. Theatre, Music & The Arts 23. Birding Adventures 12. Golfing 24. Maritime Heritage & Culture
Finally, the region is home to 25 visitor information centres, including two provincial centres, as well as a portion of the Provincial Check-Inns reservation system. This network provides comprehensive and up-to- date information for our visitors, as well as itinerary planning assistance and accommodation arrangements.
DSWNA understands the importance of Visitor Services to our guests and is only one of numerous reasons why the Association partners with Municipal Units, Board of Trades/Chamber of Commerce's and other sponsoring organizations to assist in the staffing and reporting as per our Provincial Partnership Agreement of local and regional Visitor Information Centres. We continue to strive to make this partnership beneficial for our partners, our visitors and our region.
7 Destination Southwest Nova Association Municipal Investment Progtam20l2-20l3
DSWNA provided each Visitor Information Centre in the regions of Southwest Nova Scotia with a computer and accompanying equipment that allowed them all to be connected to.the internet. Every centre now has high speed internet access. This system allowed for a constant and consistent information flow between the centres, DSWNA, industry and visitors. The program will be implemented again for the upcoming season. In2012, DSWNA will be reviewing ways to better enhance technology and more training opportunities for VIC staff.
As a result of the success of this DSWNA VIC Vision Project, the Department of Economic & Rural Development and Tourism, along with the other Regional Industry Tourism Associations has initiated a National On-Line Standards Training program for all local and regional Visitor Information Centre staff as a future goal for Visitor Services.
The development of a Manager's Manual/Visitor Services Manual by DSWNA has allowed VIC managers to further train their staff, have pertinent information right at their finger tips and have immediate access to all necessary procedures and reports maintaining a level of consistency among the centres. This document is especially important and useful for new managers. The manual is constantly being updated and staff receives new versions regularly. The DSWNA reference manual is currently being utilized as a model for local and regional VIC's throughout Nova Scotia working with the other Regional Tourism Industry Associations.
In 2011, Visitor Information Centre staff partook in training sessions that included: Super Host, Service 1st, First Aid and Product Knowledge, as well as an industry trade show. The 2012 training will look a little different as we try new things to continue tackling time challenges and will continue to include on- line national standards training both for counsellors and managers/supervisors.
8 Destination Southwest Nova Association Municipal Investment Prograni 2012-2013
6. Municipal Return on Investment
The Destination Southwest Nova Association (DSWNA) is nearing the fourth complete fiscal year of operation under an elected Board of Directors and the newly established Municipal Investment Program. Tourism is an important economic sector in the province that has the potential to increase the long term sustainability of many of our rural areas. The provincial indicators show that Nova Scotia welcomed more than two million visitors from January to the end of December 2011.
Municipalities recognize this economic catalyst and the importance of working together and leveraging the greatest return on investment (ROJ). The Municipal Investment Program yielded a very positive response to our mutually agreed upon strategy with 21 out of 28 Municipalities opting to invest in the strategy to work with DSWNA and grow tourism in their communities.
As a result of this partnership DSWNA is creating opportunities that have the potential to bring more awareness of our tourism products, increase tourism business and create a real sense of cooperation. Meeting and listening to the suggestions of our Municipal partners enabled DSWNA to better develop a number of move- forward initiatives, .some of which include: • Leverage industry, municipal and attraction marketing dollars with both our Provincial and Federal partners. • Provide an opportunity for smaller businesses to partner with others within the region. • Facilitate opportunities for Festivals and Events within the region to partner and expand. • Market and promote our experiences: Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore. . • Update our website to ensure a higher profile for communities within our region including all Municipal websites. • Provide better and consistent communication to each Municipal partner by: o Providing each CA/Municipal Clerk with a username and password to access information on the website. o Sending out regular bi-weekly communications to our Municipal partners. • Municipal representation on the DSWNA Board and operational committees for regional inclusion and informed decision making;
The 2012-2013 tourism season will continue to bring challenges, especially to our rural areas, however, with your continued support and investment our region will be much better prepared to meet and tackle these challenges together. This year provides numerous opportunities: being named in the Lonely Planet, Frommers, home to Canada's Natural Wonder, the Bay of Fundy and home to one of the Top Coastal Destinations by National Geographic, in addition host to two outports withTallShips 2012 and the re-launchon the famous Bluenose II. The new seven tourism regions now being marketed by the province places three of the seven regions in the Southwestern area of Nova Scotia: Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore. This provides even more rationale for our region to .lead the way in new, innovative partnerships. DSWNA is the conduit.to the Nova Scotia Department of Economic & Rural Development and Tourism for marketing tourism festivals and events, as well as promotions for the entire region.
DSWNA will be hosting an Annual General Meeting in early June 2012. Please mark your calendar to ensure that your Municipal unit is represented.
9 Destination Southwest Nova Association Municipal Investment PrograIl120l2-2013
By supporting and investing in tourism, you are stimulating and encouraging community economic development and growth, as well as providing a means to ensure a quality of life for residents.
As a municipal investor and partner with Destination Southwest Nova Association you receive a wide range of benefits including, but not limited to: - participation in board governance - communication and quarterly/annual reporting - support and assistance for provincial and federal infrastructure - research and development - best practices programs - training and workshop programs - invitation to annual municipal leaders ' tourism summit - Board Meeting minutes are email to each CAO/CEO.
Partner benefits include, but not limited to:
Visual Identification Program: o Use of DSWNA logo (with permission)
Marketing and Promotion: o Have a higher profile on the DSWNAwebsite (under community pages) o Access to DSWNA marketing/partnership programs o Free promotion of Festivals & Events on the DSWNA on-line calendar o Access to familiarization tours
Visitor Information Services o Direct liaison with VIC network o Brochure/collateral distribution o Access to visitor services related training programs o Participation in networking sessions with front line staff
Communication & Networking o Industry & Stakeholder meetings o General Meetings o Annual Conference and Awards Ceremony o Semi-Annual Meeting o Monthly Newsletter and Marketing Updates o Access to partners portal (on-line) -Industry website
Professional Development o Access to educational sessions and workshops o Encourage use of tools and resources to promote programs such as "lei on Parle Francais" o Access to tourism reference material such as: o Business Planning, Advertising, Festival & Events planning and development
Organizational Governance Program o Board of Directors 10 '.1
Destination Southwest Nova Association Municipal Investment PrograIll2012-2013 o Audit/Finance Committee o Nominating Committee o . PolicieslBy-Laws Committee o Executive Director o Marketing Committee o Membership Committee o Content/Guide Committee o Communications Committee o VIS Task Force o Other committees as deemed necessary by the Executive Director
Advocacy o Participate in DSWNA surveys and in the development of regional positions on issues impacting the industry o Support Municipal infrastructure investment programs o Support product and service development that is economically sustainable and environmentally acceptable and contributes to the overall growth of tourism in Southwest Nova Scotia.
Provincial Service Delivery Program o Link with provincial and federal tourism partnerships o Access to programs such as o Festivals & Events Assistance o Products and Experiences Marketing Assistance o Professional Development Workshops o Tourism Development Investment o Open Door Program o Southwest Program (regional product knowledge program) o Forum to review and update provincial literature
Services o Presentations on tourism topics available upon request o Printing services - at a reduced price o Small community meeting spaces available at DSWNA o Letters of support
Reporting & Accountability As an investor in the tourism industry, DSWNA is committed to keeping you updated on issues and challenges facing the industry and in particular your communities of Southwest Nova Scotia. On a regular basis, you will receive electronic updates on the status of the industry. Municipal units will also receive quarterly updates/reports on the activities of the Association, as well as the option for formal presentations by DSWNA.
MunicipalLeaders' Tourism Summit Representatives from each municipal unit are invited once a year toa special Board of Directors meeting to provide input and feedback on the direction of the association as it aligns with the needs of municipal units, the challenges of the industry and pending concerns.
11 Destination Southwest Nova Association Municipal Investment Program 2012-2013
7. Municipal Investment Structure
Destination Southwest Nova Association is pleased to propose a fair and equitable partnership program between DSWNA and the rural Municipal Units and Towns which provides, for municipal input (representation), a standard reporting process, as well as real and identifiable return on investment.
The new partnership with rural Municipal Units and Towns will provide each unit full members' benefits including an opportunity for cost effective marketing and promotional initiatives, communication and networking, professional development tools, as well as access to various programs includingF estivals & Events Assistance and Products and Experiences Marketing Assistance.
Tourism is an economic generator and provides increased tax revenues for our communities that can be used for local infrastructure, schools, etc. Tourism benefits all society. As such, our investment formula is based on the 2012/13 uniform assessment rates and an overall municipal contribution model of $160,000, or 9% of the overall base bu/dget of approximately $1million.
The pie chart below presents a comparison between private, municipal, provincial and federal contributions.
III Federal • Provincial o Municipal o Industry
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