Economic Development Committee Meeting Agenda Tuesday, September 9, 2014 at 7 pm

1. Call to Order 2. Acceptance of Agenda (motion to accept) 3. Declaration of Pecuniary Interest 4. Delegation - Karisa Downey, Business Development Coordinator, LaunchIt Minto 5. Business Arising 6. New Business - Maitland Mill - MVCA future plans - 2nd Annual Huron Career Fair - Destination Downtown Conference Sept 15 - County of Huron Annual Tourism Report - welcome to Howick signs (Strategic Plan) 7. Closed Session - personal matters about an identifiable individual (one letter of interest received to sit on Howick Economic Development Committee) 8. Adjournment

PO Box 89 44816 Harriston Rd. Gorrie, ON N0G 1X0

Tuesday August 26, 2014

Dear Howick Economic Development Committee,

As part of the Town of Minto’s economic development strategy, the Town, in partnership with the Minto Chamber of Commerce have developed a Creative Industry Business Incubator called LaunchIt Minto. LaunchIt Minto strives to assist new businesses to start, grow and succeed in a creative environment. LaunchIt Minto was developed to fulfill a void in the lack of training programs and business services offered in Northern Wellington and the surrounding rural areas.

LaunchIt Minto has developed a Business Excellence Program consisting of training, mentorship, coaching and networking programs. These programs are designed to educate new and established business owners on a wide range of business strategies and help develop invaluable connections with other local business owners in the area. Business owners are able to purchase a Business Excellence Program monthly membership which includes the training, mentorship, coaching and networking, or pay per training and networking session.

In order to facilitate these programs, LaunchIt Minto has formed relationships with Innovation Guelph, Guelph Wellington Business Enterprise Centre, Waterloo Wellington Community Futures Development Corporation and Saugeen Economic Development Corporation. These partnerships allow members of the LaunchIt Minto Business Excellence Program to attend training sessions at any of our partner locations for free or at a discounted rate.

LaunchIt Minto also offers a private meeting room, board room, 70” smart television, white board, professional photocopier and access to fibre optic wifi internet to local businesses looking for a professional space to host meetings or other events. 1 Elora St N. Unit #4 Harriston, ON N0G 1Z0 T 519.510.7400 E [email protected] www.launchitminto.com

It is our hopes that LaunchIt Minto will become the local hub for small businesses in Minto, Northern Wellington and the surrounding areas.

We are reaching out to Howick Township in the hopes that you will assist us in promoting LaunchIt Minto services to your businesses, as we feel this of great value and will save your businesses time and money.

I look forward to meeting with your group to provide more information on how LaunchIt Minto can benefit your community and answer any questions you may have.

Sincerely,

Karisa Downey Business Development Coordinator LaunchIt Minto

1 Elora St N. Unit #4 Harriston, ON N0G 1Z0 T 519.510.7400 E [email protected] www.launchitminto.com From: Linda Henhoeffer To: Ronna Lee Johnson Cc: Rosemary Rognvaldson Subject: Mill in Gorrie Date: August-25-14 3:16:42 PM

Good afternoon, Carol: Rosemary Rognvaldson and I are directors on the Maitland Conservation Foundation. At our meeting last Thursday, Phil Beard made the same presentation as he did to Council at our July meeting. Unfortunately, I was unable to attend that meeting but there was mention of the Mill in Gorrie during Phil's presentation in your minutes. Apparently, MVCA is wanting to have this facility off their 'responsibility' list and is open to any / all suggestions. I was wondering if you would kindly add this item to the agenda of our next Economic Development meeting on September 9th? With thanks, Linda Henhoeffer. (519) 335-6235

Agenda DESTINATION DOWNTOWN Monday, September 15, 2014 9:00 am – 4:00 pm Central Huron Community Complex 239 Bill Fleming Drive, Clinton, ON

9:00 am – 9:30 am Registration and networking, refreshments

9:30 am – 9:45 am Welcome

9:45 am – 10:45 am Keynote Speaker: Kara Van Myall, Bruce County Bruce County runs an innovative regional community improvement initiative called Spruce the Bruce that is designed to support the overall economic and social health of Bruce County’s 17 commercial cores. Through coordinated organization, mobilization of the community and asset based priority setting around Community Identity and Vision, the program has been able to accomplish significant improvements in a short timeframe with limited capital. Spruce the Bruce is transforming downtowns into destinations and the best practices highlighted offer other community’s insights on how to adjust their programs to foster partnerships while positioning their downtown districts for success whether they are in a rural area or an urban centre.

10:45 am – 11 am Break

11 am – 12:30 pm Taking the Pulse of Your Downtown – Assessment Exercise

12:30 pm -1:30 pm Lunch and networking

1:30 pm – 2 pm Preview of enhanced Buy Local Program

2:00 pm – 2:30 pm Balanced Approach to Downtown Revitalization – Applying the four points approach in your downtown revitalization efforts (Case Studies)

2:30 pm – 2:45 pm Break

2:45 pm – 3:30 pm Preview of proposed downtown revitalization grants

3:30 pm – 4 pm Questions & feedback Save the date for

DESTINATION DOWNTOWN A one-day conference for Municipal CAOs, Clerks and Economic Development staff, BIA Staff and Board Members, and Chamber of Commerce Staff and Directors (3-8 reps per each Municipality in Huron County)

Monday, September 15, 2014 9:00 am – 4:30 pm Central Huron Community Complex

Presenting Keynote Speaker: Kara Van Myall, Bruce County Bruce County runs an innovative regional community improvement initiative called Spruce the Bruce that is designed to support the overall economic and social health of Bruce County’s 17 commercial cores. Through coordinated organization, mobilization of the community and asset based priority setting around Community Identity and Vision, the program has been able to accomplish significant improvements in a short timeframe with limited capital. Spruce the Bruce is transforming downtowns into destinations and the best practices highlighted offer other community’s insights on how to adjust their programs to foster partnerships while positioning their downtown districts for success whether they are in a rural area or an urban centre.

Have input and learn about downtown initiatives, including proposed new grant programs, being developed for implementation across Huron County to benefit your own local downtown.

Watch for the final agenda and further details at the end of August.

Table of Contents

A. Background ...... 2 BR+E in Ontario: Past and Present ...... 2 BR+E in Huron County ...... 3

B. The “Big Picture” – Findings ...... 4

Business Climate ...... 4 Future Plans ...... 5 Business Development ...... 6 Workforce Development ...... 7 Community and Economic Development ...... 7

C. Key Themes ...... 7

D. Recommendations ...... 8

Public/Private Sector Communication ...... 8 Internet Connectivity ...... 9 Funding and Seed Capital ...... 9 Downtown Revitalization ...... 10

E. Appendices – BR+E Project Report Summaries

Ashfield-Colborne-Wawanosh ...... 12 Bluewater – Bayfield ...... 13 Bluewater – Hensall and Zurich ...... 14 Central Huron – Clinton ...... 16 Goderich ...... 17 Howick ...... 18 Huron East – Brussels & District ...... 19 Huron East – Seaforth & Area ...... 20 Huron East – Vanastra ...... 21 Morris-Turnberry ...... 22 North Huron – Blyth ...... 23 North Huron – Wingham ...... 24 South Huron ...... 25

HURON COUNTY BR+E FINAL REPORT 1 March 2014

A. Background

BR+E in Ontario: Past and Present

A select number of municipalities in Ontario, particularly large urban municipalities with financial and human resources available, implement some form of a business visitation program. Smaller municipalities on the other hand, have generally not had the resources or the staff to initiate such an economic development strategy.

In 1997, the Rural Programs Branch of the Ontario Ministry of Agriculture, Food and Rural Affairs took steps to develop business retention and expansion (BR+E) resources (survey, database, implementation manual, promotion and training resources) for use by rural communities. Ten communities representing a broad cross-section of rural communities in northern and southern Ontario agreed to participate in this BR+E pilot program. The successful pilot program encouraged other municipalities to engage in this strategy.

As of 2009, over 100 community BR+E projects had been implemented utilizing the BR+E resources. The following represents examples of BR+E outcomes and impacts at the community level:

• 1,090 jobs saved & 100 new jobs created • $45 million in wages & salaries • + 600 jobs projected to be saved in future • Improved municipal approval processes • Workforce and skills development programs • Customer service training • Tourism marketing • Targeted business counselling services • Export development and import replacement programs • Infrastructure development • Health care facility development • Improved business climate

Excerpt from Ontario Ministry of Agriculture, Food and Rural Affairs

HURON COUNTY BR+E FINAL REPORT 2 March 2014

BR+E in Huron County

Business Retention and Expansion (BR+E) has been an important part of economic development efforts in Huron County dating back to 1999, when Seaforth was selected as a community pilot for the OMAFRA led program. The BR+E program has evolved over the years, however, its definition has remained the same – an action-oriented and community based-approach to business and economic development, promoting job growth.

As of summer 2013, BR+E projects have been undertaken in communities in all nine municipalities of Huron County. As no two communities are alike, each BR+E project was customized based on the unique characteristics of each community.

Participating communities across Huron County have completed BR+E reports that summarize the specific needs and issues identified through the business interview process. Over 464 businesses representing small, medium and large enterprises were interviewed. The information garnered through the interviews has been used to set priorities and create action plans to address the needs and immediate concerns affecting local business climates.

The following reports are available from the relevant local municipalities, Huron Economic Development Services, or Huron Business Development Corporation:

• Ashfield-Colborne-Wawanosh BR+E Report (Township of Ashfield- Colborne-Wawanosh) • Bayfield BR+E Report (Municipality of Bluewater) • Blyth BR+E Report (Township of North Huron) • Brussels BR+E Report (Municipality of Huron East) • Clinton BR+E Report (Municipality of Central Huron) • Goderich BR+E Report (Town of Goderich) • Hensall & Zurich BR+E Report (Municipality of Bluewater) • Howick BR+E Report (Township of Howick) • Morris-Turnberry BR+E Report (Municipality of Morris-Turnberry) • Seaforth BR+E Report - Original 1999 (Municipality of Huron East) • South Huron BR+E Report (Municipality of South Huron) • Vanastra BR+E Report (Municipality of Huron East) • Wingham BR+E Report (Municipality of North Huron)

HURON COUNTY BR+E FINAL REPORT 3 March 2014

Countywide BR+E Perspective

Data collected from each BR+E project has been compiled and analyzed to provide a Countywide perspective. The results provide a snapshot of prevailing priorities and opportunities across the County and can be used as a guideline on how to continue to support the lower tiered municipalities in economic development.

B. The “Big Picture”

For the purpose of this report (and as per the dissection of the standard BR+E survey), Countywide results are reported under the following categories:

• Business climate • Future plans • Business development • Workforce development • Community and economic development

Information that is relevant to the County as a whole (not community specific) is presented in this report.

Data is reported in percentages of businesses that responded to each question and may not total 100%.

Business Climate

84% of respondents rated Huron County as a good or excellent place to do business.

The top barriers to expansion (in order of highest to lowest) were:

1. Lack of proactive new business recruitment 2. Availability of skilled labour 3. Availability of properly zoned and designated land 4. Business taxes 5. Availability of serviced land & approval processes (tied) 6. Availability of financing & public transit (tied) 7. Resistance from local business

HURON COUNTY BR+E FINAL REPORT 4 March 2014

Level of satisfaction with services provided by local government and community organizations:

Community Futures Development Corporation (Huron Business Development Corporation) 5% 8% 4% 5% very satisfied 3% 8% somewhat satisfied 4% somewhat dissatisfied 3% very dissatisfied 80% 80% no contact

Business or Economic Development Corporations (Huron County Economic Development Services) 8%

8% very satisfied 17% 17% somewhat satisfied 4% somewhat dissatisfied 4% 3% very dissatisfied 68% 3% 68% no contact

Local Training Board (Four County Labour Market Planning Board, formerly known as the Grey Bruce Huron Perth Georgian Triangle Training Board)

6% 6% very satisfied 14% 14% somewhat satisfied 7% somewhat dissatisfied 7% 2% very dissatisfied 2% 71% no contact 71%

Future Plans

Staying the same/Expanding 63% of respondents planned on remaining the same size while 31% of respondents planned on expanding.

90% of the businesses that planned to expand expected to invest in new equipment and/or technology and 64% based their expansion plan on innovation. The expansions were expected to lead to an increase in workforce and provide additional services to customers.

HURON COUNTY BR+E FINAL REPORT 5 March 2014

Downsizing/Closing Ten (10) businesses within the County planned on downsizing and 9 planned on closing.

One (1) business planned on closing due to a head office decision and 4 closures were due to retirement. Two (2) businesses considered not closing if they had assistance with finding a prospective purchaser.

Relocating Sixteen (16) businesses planned on relocating; half had intentions of remaining in the County of Huron.

88% of the businesses relocating within the County were doing so due to inadequate facilities in terms of building space to operate their business

Business Development

11% of the businesses were franchise businesses.

72% of the businesses were family-owned.

Years of operation in the community: 3%

3% less than a year 21% 17% 17% 1 to 3 years 22% 4 to 10 years 24% 11 to 25 years 13% 22% 13% 26 to 35 years 21% over 35 years 24%

40% of respondents had a succession plan.

69% of respondents had a business plan.

58% of respondents had a marketing plan.

HURON COUNTY BR+E FINAL REPORT 6 March 2014

Workforce Development

The businesses that responded employed:

3,438 full-time employees 1,407 part-time employees 777 seasonal/temporary employees 228 contract employees

96% of the respondents were non-unionized workplace environments.

Community and Economic Development

77% of respondents rated quality of life was excellent while 21% of respondents rated the quality of life as good.

Business services rated with the lowest satisfaction were:

• Telecommunication infrastructure capacity such as fibre optics and Internet access • Access to training facilities

The top four ways to assist or support the businesses were:

1. Marketing seminars 2. Business networking seminars 3. Trade shows 4. Website development and e-marketing

C. Key Themes

Four common themes emerged from the compiled BR+E data and the community BR+E reports, creating opportunity for Countywide action:

• Public/Private Sector Communication • Internet Connectivity • Funding and Seed Capital • Downtown Revitalization

HURON COUNTY BR+E FINAL REPORT 7 March 2014

D. Recommendations

Public/Private Sector Communication

Two-way communication between the public and private sector is essential to ensuring economic development issues are recognized, acknowledged and addressed. It is of equal importance that communication flows through to the individuals and organizations that have the resources, tools and programs to implement necessary action to tackle the issues.

Findings for the Countywide BR+E determined that there are large percentages of businesses that have not had contact with the Huron Business Development Corporation (80%), Huron County Economic Development Services (68%) or the Four County Labour Market Planning Board (71%). Similar trends emerged through the community BR+E reports in regards to contact with local Chambers of Commerce and Business Improvement Area Associations.

To date, actions have been taken in lower-tiered municipalities and at the County level to improve public/private sector communications for economic development. Much of the ability for public sector agencies to enhance engagement with the private sector is related to limitations with staff resources. However, significant engagement already occurs through various industry associations and business organizations.

At a local level, several municipalities have formed economic development subcommittees that include individuals to represent the public sector. At a County level, members from each of the subcommittees and economic development stakeholders have formed the Huron County Economic Development Working Group. The Working Group meets quarterly and informs leaders with the Huron Business Development Corporation and Huron Economic Development Services, two of the major stakeholders in the Huron Economic Development Partnership (HEDP).

As a result, the channel of communication flows from the public sector to the HEDP resulting in the development of programs, tools and funding resources to effectively target the needs of the local economies. In turn, the promotion of available Countywide programs and funding resources filters to the key economic development stakeholders and private sector representatives ensuring higher program intake and ongoing support of the tools and programs.

HURON COUNTY BR+E FINAL REPORT 8 March 2014

Enabling and maintaining effective communication will foster the ongoing development of fundamental economic development tools, programs and resources to respond to needs and priorities throughout the County.

Internet Connectivity

Over the past several years, the Rural Connection Broadband Program in Huron County has helped to bring Internet access to rural households and businesses. While Internet access in general is significant in supporting businesses in rural communities, the businesses across Huron County are not satisfied and report that telecommunication infrastructure capacity, such as fibre optic networks, need to be improved. High speed Internet access is critical for day-to-day operations and to remain competitive via online marketing and communications.

There are a number of proactive and progressive independent communications companies located within Huron County (the highest concentration in rural Ontario). The business position on Internet connectivity should be communicated to the companies and the prospect and feasibility of expanding the necessary infrastructure explored. In addition, the role economic development stakeholders play, in regards to community readiness for Internet access improvements, should be determined to continue to develop plans for implementation.

Continued involvement in initiatives such as the Western Ontario Warden’s Caucus Regional Area Broadband Network Proposal (SWIFT Network) and SWEA’s Intelligent Region Benchmarking Project will ensure that the County is well positioned for opportunities to enhance local networks. Through such initiatives, funding sources should be proactively investigated in an effort to better position the County with the capital needed to implement infrastructure upgrades and increase readiness for the high capacity network.

Funding and Seed Capital

The BR+E findings discovered access to capital as one of the top barriers to business expansion and start-ups in Huron County. Since many financial institutions lend on collateral, financing for new business it is difficult to acquire.

The Huron Business Development Corporation manages a loan program for small businesses, including start-ups and expansions. Unfortunately, the loans

HURON COUNTY BR+E FINAL REPORT 9 March 2014

program does not have enough funds for every business opportunity that is brought forward. As a result, some businesses will not meet the lending criteria of the financial institutions or the Huron Business Development Corporation business loans program.

According to the Countywide BR+E data, 80% of businesses in Huron County have been in operation for 4-35 years, while only 20% are considered new businesses operating less than 3 years. This shows evidence of significant risk that the number of business retirements in the future years will be greater than the number of business start-ups.

Securing alternative funding and seed capital possibilities for new business start- ups and business expansions is needed to give Huron County a competitive edge for business investment and promote job creation. The development of a local angel investor network would not only assist business in securing financing needed to build or expand, it creates potential to provide business mentorship opportunities, proven to help new businesses thrive.

Endorsing a localized lending approach for area financial institutions to facilitate communication around the financial services needed for business start-ups and expansion will assist in developing innovative solutions that can be used for business retention and recruitment.

The County would also benefit from a business incubator feasibility project. Business incubators provide a supportive environment to nurture entrepreneurs and new business ideas through to business development. While not necessarily providing direct financial assistance, a business incubation program in Huron County could reassure long-term sustainability for businesses as incubators have also proven to increase the survival and longevity of new business startups. The businesses, in turn, will require less funding and capital from outside sources to prosper and expand.

Downtown Revitalization

Downtown revitalization represents the most significant opportunity based on the results of the Huron County BR+E projects. Hamlets, villages and towns across the County are struggling to keep downtowns viable, largely due to dilapidated buildings in commercial core areas. Investment in facades and

HURON COUNTY BR+E FINAL REPORT 10 March 2014

capital improvements in downtown cores is necessary for proactive business attraction and recruitment.

Commercial vacancies are higher in downtowns where there is limited investment in the building stock. However, property owners are hesitant to maintain or improve buildings when there is no income generated from the property.

Ongoing resources are needed to maintain healthy downtowns, reduce the number of vacancies, increase commercial assessment on properties and develop investment readiness. A Countywide downtown revitalization program is an ideal way to strategically target the issues affecting the downtowns in Huron County, particularly façade and capital improvements that require community improvement planning.

Some of the municipalities within the County have already made downtown revitalization an economic development priority and have programs in place to improve facades and streetscapes. Since the majority of community BR+E projects identified downtown revitalization as a high priority, a Countywide program that complements existing local efforts, would positively impact a large number of community stakeholders including local municipalities, property owners, businesses and residents.

Note: A supplemental report is being prepared with a proposed action plan for enhancing downtown revitalization programs.

HURON COUNTY BR+E FINAL REPORT 11 March 2014

E. Appendices – BR+E Project Report Summaries

Ashfield-Colborne-Wawanosh

A customized BR+E process was undertaken in the Township of Ashfiled- Colborne-Wawanosh using a condensed survey that included community-specific questions. Twenty-five businesses took part in interviews to gather information. Of the business interviewed, there was equal representation of small, medium and large enterprises.

According to the BR+E Report, doing business in Ashfield-Colborne-Wawanosh is not easy for the majority of small to medium sized enterprises. To support improvement to the business climate in the municipality, a blend of immediate (12 months), mid-term (2-3 years) and long-term (3-5 years) actions were recommended based on an analysis of the information collected via the surveys.

It was recommended to form a team or committee of stakeholders with the purpose of fostering new ideas and oversee implementation of the actions outlined in the BR+E Report.

The actions presented common themes such as marketing and communication, which could be easily implemented through engagement of various stakeholders in the immediate and mid-term period of time. Other areas such as energy alternatives, tourism development and land issues require more research and resources, resulting in long-term efforts in order to implement.

The BR+E project in Ashfield-Colborne-Wawanosh was a starting point in identifying areas of economic opportunity to enhance the business climate to the benefit of all stakeholders within the community.

HURON COUNTY BR+E FINAL REPORT 12 March 2014

Bluewater – Bayfield

Using OMAFRA’s standard Business Retention and Expansion tools, almost half of the businesses in the Village of Bayfield were interviewed for the BR+E project. A one-day task force retreat resulted in in-depth conversation and dissection of the information collected through the surveys. Three main areas of priorities emerged: Main Street revitalization, tourism and attracting new residents with emphasis on the creative economy.

While tourism is the leading component in the economic welfare of the village with its population doubling in size on weekends in the summer, the Main Street businesses employ over 500 people, similar to what large industry in the area would employ. Maintaining and revitalizing Main Street will ensure long-term economic viability for the village and the Municipality of Bluewater.

While tourism peaks in the village in July and August, efforts to extend the shoulder seasons (April to June and September to December) are high priority for tourism attraction. Brand development and marketing via brochures, website, maps, event listings, and signage were identified as actions to implement to support increased tourism attraction.

According to the information collected in the surveys, Bayfield provides a high quality of life and availability of Internet services to facilitate living locally and working globally. Recommendations in the BR+E Report suggest targeting young professionals, early retirees and retirees to the community. Areas of opportunity identified include information technology, chefs, accounting staff, estheticians, hair stylists and registered massage therapists. New residents would support future growth and development in the village.

The Bayfield BR+E Project provided valuable information to support ongoing plans of revitalization in the village to meet the current and future needs of the community, visitors and businesses.

HURON COUNTY BR+E FINAL REPORT 13 March 2014

Bluewater – Hensall and Zurich

Sixty businesses participated in a BR+E project encompassing both the communities of Hensall and Zurich. A standard 27-page questionnaire designed by OMAFRA was used to gain insight into priority issues and to identify actions. Four additional community questions were added to gather knowledge and hone in on specific local issues and opportunities.

Responses throughout the survey acknowledged great stress the communities have experienced over the past several years and conveyed a growing concern for the future of the two villages.

Residentially, the communities appear to be satisfying the desire for quality of life including a safe environment and access to local food suppliers and producers. The business climate, however, is less desirable with issues such as dilapidated downtown cores, lack of communication and connection with local Council and business stakeholders, poor cooperation between villages and lack of marketing of the area.

General needs for both villages included business support for employee training, website development and marketing. Community marketing and business attraction are areas of priority that would benefit businesses and residents alike. Overall, the BR+E Report expressed the need for an overarching municipal strategic plan to prioritize and address the issues affecting the villages, creating sustainability and preventing further economic decline.

Unique issues were identified for Hensall and Zurich and therefore, community- specific actions were recommended based on the responses to the survey. Additionally, actions to address the general needs that were common were presented.

Hensall’s top priorities for action included downtown revitalization, new business development, assistance for business expansion, and dedicated business development resources within the Municipality.

Zurich’s top priorities for action included retail business attraction for the downtown, a business incubator, downtown revitalization including façade improvement, assistance for building approvals and tourism development.

HURON COUNTY BR+E FINAL REPORT 14 March 2014

Combined priorities for the villages included development of an economic development plan, communication and partnership between stakeholders and communities, heritage promotion and development, and retention and attraction of youth and retirees.

Since Hensall and Zurich are separate villages, community-specific issues did surface. The BR+E Project helped to understand the unique dynamics of both individual villages. It also revealed the opportunity for the villages to collaborate to address common issues affecting both communities. With the information in the BR+E Report as a guideline, Hensall and Zurich can begin to move forward to rebuild the communities and recapture the business economy.

HURON COUNTY BR+E FINAL REPORT 15 March 2014

Central Huron - Clinton

A customized BR+E process was completed in Clinton with the goal of building a positive business environment to the benefit of the local businesses and the community as a whole.

The data collected by interviewing business owners identified key factors and barriers to doing business in Clinton. The top four barriers were beautification, business retention and communication, parking and new business recruitment.

Business owners responded that the appearance of the downtown and town, in general, presented a barrier to business retention and expansion. Downtown revitalization, in addition to community signage and decorations, were some of the recommendations to improve the physical appearance to mend the business climate.

New business recruitment is vital to the success of any core commercial area. In Clinton, the majority of businesses have been established in the community for decades. Desired businesses to concentrate business recruitment efforts on, in which also compliment the existing businesses, include men’s & children’s clothing store, franchise restaurant, sporting goods store, health food/bulk food store, Internet café, department store and fabric store.

Lack of communication between the local Municipality and the business community and perceived lack of parking were determined to be greatest opportunities for improvement for business retention and expansion. The BR+E Project initiated a community-based approach to economic development that will foster the local commitment to move forward for long-term sustainability and growth.

HURON COUNTY BR+E FINAL REPORT 16 March 2014

Goderich

The BR+E project in Goderich was the first official, standard OMAFRA BR+E Project to take place in the County of Huron. The project involved several community partners who not only funded the project, but also were involved throughout the process including interviews, data interpretation and action planning.

Ninety-nine businesses committed their time to the interview process and provided insight into how to assist in their own retention and expansion as well as how to improve the community as a whole.

The BR+E Task Force met to decipher the data collected and develop the report of strategies to implement in response to the issues revealed. The BR+E Project in Goderich was considered the first step in future economic development and reinforced the success that could be attained working together in partnership within the community.

Eight strategies, supported by the data from the survey responses, were created. The strategies were categorized as Coordinator for Economic Development, Medical Recruitment, Municipal Issues, New Business Development, Tourism, Training and Education, and Transportation. Each strategy identified the partners that would be involved, the importance in terms of priority, a timeline and resources available. Supporting data was listed, as well as objectives and measurements of success.

While the BR+E Project was deemed effective in establishing a solid foundation for economic development in Goderich, implementation of the strategies developed would truly determine success and have the greatest impact on the businesses and the community.

HURON COUNTY BR+E FINAL REPORT 17 March 2014

Howick Township

Thirty-seven businesses representing a third of the business community participated in the Howick BR+E Project. The project used a customized survey with community-specific questions to gather feedback on how to tackle economic development challenges within the municipality. Additionally, the survey responses assisted the Municipality in gaining an understanding of how to assist and support the businesses.

Common themes that emerged from the information collected included: joint marketing and business networking, community collaboration and revitalization, access and communications to business support services, new commercial investment attraction and viability of tourism sector development.

Communication between the Municipality and businesses was deemed to be important for planned growth and to sustain ongoing business retention and expansion.

A unique portion of the BR+E Project in Howick explored the Old Order Mennonite population and its impact on business retention and expansion. Ideas on how to engage the Mennonite community were identified.

Overall, the BR+E Project determined the importance and benefit of the three villages within the Municipality – Fordwich, Gorrie and Wroxeter - collaborating in order to have a greater appeal in areas including parks and recreation, local business, tourism, and downtown revitalization. The Municipality can use the information compiled from the study to develop economic development strategies and engage the business community to work together towards economic renewal.

HURON COUNTY BR+E FINAL REPORT 18 March 2014

Huron East – Brussels & District

The Brussels & District BR+E Project was led in accordance to the standard OMAFRA-based program but took a modified approach to provide a cross- section profile of key sectors such as retail/service and manufacturing. The surveys captured feedback from 46 businesses through direct one-on-one interviews. Challenges and opportunities were identified and categorized into priority areas.

Recognizing the gradual economic decline of the downtown, the Brussels BR+E project was unique from others in Huron County in that it took a more in-depth look at the commercial district and what could be improved to enhance the overall appeal of the downtown to attract businesses.

According to the responses from the businesses, the top five economic development priorities for Brussels were: downtown development, small business support and development, attraction of visitors and tourism, healthcare services and recruitment, and support to farm community and agri-business.

The BR+E Task Force reviewed and analyzed the data to determine the priority areas for action. Seven areas were identified: downtown core revitalization, community branding, improved communication, local training, availability of land and buildings, exploration of ideas and opportunities, and environmental awareness. While the BR+E Report listed the priorities, it was deemed that more work was essential to fully develop plans to implement action and adequately address the issues.

The Brussels & District BR+E Project was successful in meeting its objectives and effectively engaged the community in economic development, using the information harvested to plan future economic development activities.

HURON COUNTY BR+E FINAL REPORT 19 March 2014

Huron East – Seaforth & Area

In 1999, Seaforth was one of ten communities in Ontario selected to pilot OMAFRA’s BR+E Program. The purpose of the pilot program was to determine the usefulness and value of the economic development tool for rural communities in Ontario. Sixty-eight of a sampling of seventy-six selected businesses completed the survey process performed by trained community volunteers.

The pilot project summarized political, economic, social and technological factors affecting the Seaforth area economy. Key areas for action that were identified including human resources, business opportunities, networking, building on strengths and technology.

While the Seaforth BR+E Pilot Project was successful in engaging the community in economic development and identifying strategies for business development and job creation/retention, the project also stimulated additional revitalization initiatives and marketing and promotion for the area.

In 2011, the Seaforth Business Improvement Area decided it was time to another look at the economic conditions in the area. The result was the development of a five-year strategic plan with six major priorities: enhance the downtown’s main intersection, emphasize Seaforth’s heritage factor, build positive public awareness of Seaforth BIA, become a sustainable organization, provide effective event planning, and build partnerships.

Through partnership with the Seaforth BIA, Municipality of Huron East, the Seaforth Heritage Committee and local business and community stakeholders, the goals and allocated funding written in the strategic plan will result in a more attractive and vibrant business area.

HURON COUNTY BR+E FINAL REPORT 20 March 2014

Huron East – Vanastra

Once a Canadian Forces Base, the community of Vanastra is deep in history and became part of the Municipality of Huron East during amalgamation in 2001. The Vanastra BR+E Project was put in effect to better understand the dynamics of the one-of-a-kind community and to develop strategies to support growth and development of local businesses. Every business and organization was invited to participate in the interview process; 24 businesses and organizations completed the surveys.

Six themes emerged through the data collected: improve the appearance of the community, improve and have more effective signage, better marketing of the area, community identity and unity, small business support and heritage development.

In order to tackle the areas of priority, resources and support are necessary from all levels of government and engagement of the business organizations. The most critical issue was deemed as physical improvements to enhance the appearance of the community.

The BR+E Report gives a detailed overview of the issues and opportunities in Vanastra. Further efforts to develop action plans to tackle the six priority areas will help to rebuild the community, restore its livelihood for community residents and rehabilitate the business climate for business retention and development.

HURON COUNTY BR+E FINAL REPORT 21 March 2014

Morris-Turnberry

Due to the size and rural nature of the Municipality, the BR+E Project in Morris- Turnberry was initiated as a municipal-wide project. While a condensed version of the survey was used to collect information from participating businesses, the project was executed similarly to the standard OMAFRA BR+E process.

A total of thirty businesses participated in the interviews and began the process of opening communication between the Municipality and the business community. In general, the businesses responded as satisfied with most of the services provided by the municipality.

Barriers to doing business were identified and included availability of skilled and unskilled labour, cost of utilities, lack of proactive business recruitment.

Data concluded that the existing businesses are doing well, expect to see growth in sales in the future and have plans to remain the same size or expand within the community. Businesses who participated did not feel Morris-Turnberry was well positioned for new business attraction and advocated the area would benefit from marketing and promotion to prospective businesses.

The BR+E Report detailed recommendations, which has provided the Municipality of Morris-Turnberry with informed direction on how to proceed with economic development efforts, support the local businesses and improve the area’s attractiveness for business retention and expansion.

HURON COUNTY BR+E FINAL REPORT 22 March 2014

North Huron – Blyth

The BR+E Project in Blyth was met with great support from the area’s local businesses with 32 of 37 businesses participating in interviews. Community specific questions provided specific information pertaining to the needs of the community. The information collected from the interviews was tabulated and analyzed to create immediate and mid-long term priorities.

According to the data collected through the BR+E process, there are three key opportunities for improvement: process, communication and marketing.

Businesses responded that the Municipality needed to improve the processes and policies for business attraction and recruitment, especially in regards to information accessibility and assistance. Additionally, the existing businesses do not feel supported by North Huron Council and staff and better communication between the Municipality and businesses in Blyth would be mutually beneficial.

While the Festival Theatre and campground are seasonal attractions that bring thousands of visitors to Blyth each year, marketing of the village, especially during the off-season, is essential to prosperity of the existing businesses and for attracting new businesses to Blyth.

Actions pertaining to marketing the community and strengthening communication between the businesses and Municipality were detailed in the BR+E Report.

The BR+E Project in Blyth was a first step in breaking down communication barriers and fostering productive relationships between businesses, Municipal Council and staff.

HURON COUNTY BR+E FINAL REPORT 23 March 2014

North Huron – Wingham

The standard OMAFRA BR+E process was undertaken in Wingham and surrounding area to establish a better working relationship and breakdown communication barriers between the Municipality and businesses. Fifty-two business owners representing various types of business and industry participated in the interview process. A Task Force was formed to analyze the data and develop key actions for implementation.

The BR+E Task Force used the information gleaned in the BR+E Report to create four strategies to target the specific areas of priority within the community and to support the goal of improving the relationship between the businesses and Municipality.

Detailed strategies were generated and included (1) the development of a Business Improvement Area, (2) economic development through small business support, strategic planning including branding, downtown market analysis and community improvement plan, (3) healthcare professional recruitment, and (4) tourism development.

The BR+E Project in Wingham gave the businesses a forum to provide input for future municipal economic development efforts. As a result, the Municipality can move forward with informed direction for community and economic development that will enhance the business climate in Wingham and surrounding area.

HURON COUNTY BR+E FINAL REPORT 24 March 2014

South Huron

The South Huron Chamber of Commerce led a municipal-wide BR+E Project using the standard OMAFRA program. The project was undertaken with specific short-term goals in mind, including recognizing and addressing local business concerns and improving communication amongst community stakeholders, especially the Municipality, the Business Improvement Area and the Chamber of Commerce. The establishment of strategic action plans for economic development was a desired long-term outcome.

In total, 84 businesses representing a cross section of the business community in South Huron participated in the interviews. The BR+E Task Force tailored questions about the community to learn how government agencies of all levels could improve services to better support the businesses within the community.

Downtown revitalization for South Huron’s major commercial center - downtown Exeter - was listed as one of the highest priorities and strongest opportunities. Several ideas on how to improve the physical streetscape, marketing and tourism attraction in the downtown materialized.

The major issues that surfaced in the data collected from the surveys were organized into six categories: Community Unity, Economic Development, Downtown Revitalization, Labour and Training, Tourism and Business Development. Lists of actions were created for each category and included partners and timeline to make implementation straightforward.

The South Huron BR+E Project met is goal of achieving better understanding of the issues affecting the local businesses and assisted in creating new partnerships with the key organizations that support businesses within the Municipality. The actions plans that were generated aided in guiding economic development activity and performed as an interim economic development strategy, therefore, deeming the BR+E Project in South Huron a success.

HURON COUNTY BR+E FINAL REPORT 25 March 2014 CounTy of Huron AnnuAl Tourism reporT • 2013 Season in Review • 2014 Tourism Marketing Strategy reporT HigHligHTs • internet inquiries provide the Travel Guide in 2013. partners are well positioned to most travel information. Current, • the membership in the Huron meet the Trends for 2014: informative and easy to use Tourism Association (HTA) • Ontario people traveling websites are essential. Visits to continues to be around 170 closer to home and often the County Tourism website members each year. ‘last minute’; stayed strong. • the County and HTA, hosted the • intergenerational travel and • visitors continue to stop at all 24th annual Tourism Event and visiting friends and relatives; tourism information centres in Brochure Swap in Exeter in April, • popularity of ‘get-aways’ and the area. Even with preplanning 2013. day trippers to this area from of vacations online, they ask • special events build, sustain nearby larger urban areas; centre staff about attractions, and enhance our tourism • interest in genealogy and special events and directions products and provide cultural local food, culinary; etc., once they are in the area. opportunities for local residents. • the large ‘baby-boomer’ • total box office sales for Huron • tourism often provides “the first population (50+) interested County’s three theatres in 2013= look” at an area and influences in: soft adventure trips $2,477,360 ; local economic future relocation, retirement and (eg. hiking, bird watching spin-off = $17,341,520 investment decisions. or cycling); educational/ • the 2013 Huron County Vacation • the HIKING, CYCLING and environmental/cultural Guide had 1,093 listings of local FISHING/PADDLING brochures interests; travel during the tourism establishments and are our most popular specialty shoulder or bonus season. special events. We printed 35,000 brochures. copies of the Huron County • Huron County and its tourism

Report prepared by: County of Huron Economic Development Services - June 2014 Page 1 TAble of ConTenTs

A. Introduction - The 2013 Tourism Season in Review 3 B. Summary - Community Development Through Tourism 3 C. 2014 Marketing Plan Highlights 3 D. Tourism Stats 5 1. Tourism Info Centres 5 2. Attendance at County Attractions/Special Events 6 3. Economic Impact of Theatres 8

E. Marketing Tools 1. Promotional Tools a) Huron County Vacation Guide 9 b) Specialty Brochures 9 c) Vacation Guide Listings 10 d) County Tourism Website and online 11 e) Group Tour Development 12 f) Distribution Process 12 g) Extra Projects 12

2. Partnerships a) Huron Tourism Association (HTA) 13 b) Neighboring County Alliances and Regional Tourism Organization 4 (RTO 4) 14 c) Huron Arts and Heritage Network (HAHN) 14 d) Taste of Huron and Buy Local/Buy Fresh Huron Perth Brochure 15 e) Shakespeare to the Shoreline 15 f) Lower Tier Municipal and Chamber/ BIA Initiatives 15 g) Huron County Annual Tourism Event and Brochure Swap 16

3. Advertising - Marketing Efforts and Strategy 17

4. Travel Writers - Marketing Efforts and Strategy 18

F. County Wide Events 19 G. Departmental Resources for Tourism 19 Back Cover - Online Marketing Samples

Page 2 A. inTroduCTion - THe 2013 Tourism seAson Huron County, Ontario’s West Coast, is the place to be. Recent and current challenges to the tourism industry: Top Ten Reasons: • fluctuating and rising gasoline prices • lakeshore • ongoing decline in number of American visitors to • our theatres featuring excellent cultural events Ontario due to: border crossing concerns with passport • our heritage attractions including museums, historic / card requirements; the moving American dollar streetscapes and rural heritage exchange rate; economic anxiety and recession in • our varied and accessible natural areas Canada and USA; safety concerns • recreational opportunities – golf, hiking, cycling, fishing, • lingering travel anxiety with regard to health concerns paddling etc. (eg. West Nile and H1N1 viruses) and food safety issues • unique accommodations with country inns, B & B’s, (eg. BSE and bacteria) resorts and motels/hotels • tornado damages and ongoing recovery in Goderich, • full range of restaurants with some promoting local Benmiller and area in August 2011 products on their menus • potential water quality issues at local beaches • our scenic rural vistas • the ever present ‘best weather when you need it’ • shopping…shopping…shopping challenge. • our wide range of interesting and unique special events

b. summAry - CommuniTy developmenT THrougH Tourism • tourism in Huron County is a significant and growing Trends 2014 industry and represents an important component of • the trend of Ontario and US people traveling closer to our economic development. home = Staycations. • agri-tourism and rural tourism represents a growth area • significant decline in American visitors to Ontario will for Huron County and a positive partnership with our likely continue although they are still coming to their largest industry - agriculture. Huron County cottages and the American VFR (visiting • tourism services and attractions provide employment friends and relatives) are our most realistic American for young and older residents alike, both in summer demographic. Only 37% of Americans have current employment and full time. passports. • many tourism establishments and attractions are • the consistent stream of VFR traffic to our local residents. enjoyed by our local residents and add greatly to our ie. reunions, weddings etc. (represents 46% of our quality of life eg. restaurants, theatre, recreation. visitors) • many residents of Huron County have relocated to this • increase in rural tourism appeal ie. finding your roots. area after vacationing here in the past. • the large ‘baby-boomer’ population with its interests in soft adventure trips and experiences of local foods, local culture, heritage and a healthy environment. C. 2014 mArkeTing plAn HigHligHTs Positioning and Brand Strategies Target Market and Audience - Geographic • Huron County is positioned as an excellent place to • The targeted geographic areas include nearby visit countryside and coastline in the minds of the urban centres in SW Ontario: target audience. • Greater Toronto Area (In cooperation with RTO 4) • The assets that make Huron County an excellent • Kitchener/ Waterloo, London and the Golden place to visit are integral to the quality of life for Horseshoe area Huron’s residents. The Ontario’s West Coast brand • Abutting counties and secondary phrase “Countryside and Coastline” will be applied to all materials and promotions developed for residents, consumers and travel trade contacts. •

Page 3 C. 2014 mArkeTing plAn HigHligHTs Target Market and Audience Demographic • Visitor Spending - The total visitor spending in • Marketing Ontario’s West Coast, begins with Huron County is almost $60 million with almost targeting three consumer groups : 70% of that spent through overnights. The average • Family Tourists - Middle aged adults, specifically visitor spends $63.00 per day and $94.00 per female. We can reach this market through our social overnight. These visitors are spending their money media, travel articles and our website. on: food and beverage - 33%, transportation (gas, • Cultural Tourists - Active adults with time and money rentals, cabs etc)- 24%, retail and shopping – 16%, to travel and appealing to their desire to explore and recreation 14% and culture 3%, with the other 10% learn about culture, history, architecture and natural dispersed in other sectors. landmarks through activities such as sight-seeing Overall Marketing Objectives and visits to museums, galleries and historical sites. • Brand Awareness – Increase brand awareness within Tourism operators can reach this market on the our target market and geographic through overall Internet and through new technologies. marketing by 25% over the next three years. This • The Residents of Huron County – The local consumer will be measured through social media monitoring, groups, in addition to abutting counties, drive our website analytics, impressions and engagement. VFR (Visiting Friends and Relatives) group. This • Content - Increase content updating and creation by targeted demographic must be encouraged to 10% over the next three years. This will be measured become ambassadors for the county, supporting by blog story creation and number of stories added and attending local events and celebrations as well to the website and other media. as sharing favourite experiences with their visitors. • Connect - Increase connenctions with tourists by About our Visitors 10% over the next three years. This will be measured • Where they come from - Huron County has a through the number of ambassadors who use our visitation of almost 1 million visitors per year with hashtags, news media stories and word of mouth 94% percent of the visitors coming from Ontario response. and out of these visitors 45% are overnight. 46% of Creative Brief and Themes the visitors the to the area are VFR, with the majority • Ontario’s West Coast, Countryside and Coastline is coming for pleasure. the place to be. People visit this area to reconnect • When the above information is drilled down further with nature, eat local food, attend events and relax. we see that only 4% of our visitors are coming from • Themes the US. Out of our Ontario visitors the majority • Food – Culinary, producers, farmer’s, restaurants – are coming from: 23% Toronto, 20% London, 17% Taste of Huron. Kitchener/Waterloo. We also have a large visitorship • Heritage – Museums and Genealogoy, B&B’s, our from abutting counties – 20% Middlesex, 13% Bruce, culture, heritage buildings and events. 6% Perth, 3% Lambton and 1% Wellington. • Lakeshore – Beaches and marinas, resorts and • Accommodations - 68% of our visitors stay in lakeside accommodation and experiences. private homes and cottages, with 6.5% staying • Outdoor – Hiking, cycling, paddling, fishing, in commercial roofed accommodations (Hotels, camping, motorsports etc. Motels, B&B’s, Inns) and 4% camping. Our visitors are • Theatre – Blyth, Huron Country Playhouse and the coming to take part in outdoor/sports activities and Livery. cultural activities: 46% of our visitors come to Huron • Hashtag #ontarioswestcoast to take part in outdoor and sporting activities and • Keywords and other Hashtags - Ontario Beach 11% of visitors come for cultural activities. Vacation, Huron County, Huron Cty, Lake Huron, • Age - The age demographics of visitors to Huron Countryside, Rural Vacation, Heritage, Ontario, County are fairly even through the different age Discover Ontario, Explore Canada, Ontario Vacation, groups: age 0 to 24 – 13%, age 24 to 34 -18%, age Coastline. 35 to 45 – 13%, age 46 to 54 – 14%, age 55 to 64 – • Highlighting our themes and event attractions. The 18% and over 65 - %12 (the other 12%, age was not photos and video must show interaction or beauty. stated). The visitors that are coming are educated; Through experimentation it has shown that photos 64% have college or university. 40% of these people with people in them and high level professional have a household income of more than $75000.00. scenery have the best like/share/retweet/comment reaction. Page 4 d1.Tourism informATion CenTres

Stats - # Origin of visitors Location Operated by of visitors, Comments 2013 calls, etc. Kitchener, Toronto, Ottawa, London, Central 2011 - 237 Millennium Municipality of Cambridge, Huron Huron Info 2012 – 254 Centre is staffed all summer season. Park, Clinton Central Huron County, AB, BC, MB, Centre 2013 – 319 Kansas, Netherlands, England, Australia Town of Goderich 2010 - 13,542 91% - Ont The number of visitors actually with marketing Hwy.21 on 2011 - 10,350 4% - USA visiting Tourist Information Centres Goderich support & Hamilton St. 2012 - 11,160 3% - Other Countries amounts to approx. 2% of the partnership with 2013 – 9,516 2% - Other Provinces travelling population. HTA 2010 - 15,508 Emails and website visits n/a Grand Bend & 2011 - 13,450 Phone 3,701 Grand Bend Crescent St. Area C of C 2012 - 15,329 Office visits 3101 2013 – 6802 2010 - 230 Manned in summer by summer Mostly from nearby 2011 - 340 student. Busiest weekends were Lucknow Area, Lucknow & cities, Some from local Lucknow est. Strawberry Summerfest, Fiddler’s Cty. Rd. 6 District C of C area. Some as far as 2012 - 200 + Jamboree, Music in the Fields & long Germany 2013 – N/A wknds Huron East EDC/ 2010 - 1221 HBDC Huron Cty 2011 - 1581 Increased profile at the Walton Seaforth 40 Main St. S. Youth Internship 2012 - 1925 Racetrack initiative. 2013 - 1609 (approximate North Huron number) Museum Township of 2010 - 544 Lobby displays in each of the North Huron Town Hall North Huron 2011 - 768 venues, tracking not possible Blyth Festival 2012 - n/a 2013 - 850 Bayfield Society also offers Historical Bayfield Historical 2012 – 248 guided walking tours – Open Wed & Sat afternoons, mid Main St. Society & Society 2013 - 600 50% of attendees are April to mid December Archives from GTA Chamber of London 27% Commerce. Open GTA 23%. KW 12%, Phone calls, emails. Inquires about Bayfield Info wknds Mar., Apr., 2012 – 5,965 Huron 9%, Hwy 21 South weddings,store hours, where groups Centre Sept., Oct. 2013 – 5000 USA/World wide 5%, can eat. Open all day. Michigan 4%, Stratford May through Sept 3%, Other ON. 3% Exeter BIA South Huron Chamber Exeter, London, of Commerce, 2012 – Stratford, St. Marys, The Welcome Centre is a multi-use 483 Main St. Imagine South Opened in South Huron Goderich, Sarnia facility that acts as a resource for E, Exeter Huron, Art December Welcome Guelph, Kincardine & visitors & new residents as well as a aRound Town some from as far away cultural hub in South Huron. & the Exeter & 2013 - 1809 as Australia. District Heritage Foundation

A look at the numbers from the Ministry of Tourism: • in 2013, almost one million total visits to Huron County (45% were overnight visits) • 94% were Ontarians. • Visits from London and K/W totalled 37% of our visitors.isits from abbutting counties totalled 43% • GTA visits have increased to 23% since 2010

Page 5 d2. CounTy And AreA - speCiAl evenTs & ATTrACTions * Special events and attractions continue to build, sustain and enhance our tourism product.

Event and Attendance 2013 2012 2011 2010 Alice Munro Writers and Readers Festival 230 169 All T-Birds Get Together, Bayfield 300 740 953 1,675 Annual Rainbow Trout Derby, Benmiller 280 275 395 426 Antiques Collectibles Show and Sale, Bayfield 1200 980 1116 1,500 Aqua Fest, Grand Bend 2600 1,000 1,000 Auburn Garden Tour 20 Audrey’s Dinner, Exeter 120 Bach Music Festival, (South Huron) Exeter excl. artitsts - 285) 3066 n/a 2312 Bannockburn Fall Hike 120 260 100 200 Bayfield All Canadian Breakfast 400 375 340 400 Bayfield Collector Exhibition 725 750 700 800 Bayfield Fall Fair n/a n/a 1200 1,800 Bayfield Home and Garden Show 3600 4,000 2500 4,000 Bayfield Vettefest (252 cars) 1,000 1000 600 1500 Bayfield Walking Tour 120 140 Bayfield Water, Art and Fitness Festival 320 n/a 350 n/a Bayfield Writers Festival 100 80 75 125 Belmore Maple Syrup Festival (inclement weather eve. prior) 5694 5970 6,371 6,570 Bluewater Kennel Club–All Breeds Show/Obedience Trials n/a 350 350 475 Blyth Festival Theatre Book Sale 1000 1,000 1000 Brussels 140th n/a 4,000 Campers Handcrafted Model Boat Race (30 entries) 150 Campout Jamboree Show, Blyth 3140 3,137 2980 3175 Celebration of First Nations n/a n/a 275 225 Celtic College, Goderich 232 340 300 298 Children’s Festival, Goderich 2000 950 950 1000 Christmas in Bayfield 3,900 4,500 4,000 2,000 Ciderfest, Egmondville 725 n/a 750 700 Classic Car, & Motorcycle show, Benmiller n/a 390 397 470 Clinton Flower Show 45 50 Clinton Pluckinfest 2750 2,800 2,700 2,500 Clinton Spring Fair 2,400 1,500 3,800 3,900 Collectible, Craft and Keepsake Show and Sale - Seaforth 2,000 1,500 2,200 2,500 Commenoration of the 10th Anniverary of the Great Storm 1913 25,000 Communitrees (HAHN) n/a 100 Country Breakfast, Egmondville 625 n/A 650 700 Crafting Connections, Goderich n/a n/a 240 Doors Open - Defending a Nation n/a 2,070 2,368 Dungannon Tractor Pull & Dance 5,500 4770 4574 3,400 Earth, Air, Fire & Water - Celtic Roots Festival 6435 5,850 6,500 6,400 Enjoy “Fall” at the Falls Conservation Area 100 Exeter Harvest Celebrations 1500 1,550 1500 1,500 Exeter Rodeo 5200 4,000 4,800 5,000 Exeter Tree Lighting 200 195 210 200 Fall Colour Tour, Wawanosh Nature Centre 250 500 225 400 Family Day Winterfest South Huron 2100 300 1,000 Family Fun Day, Falls Reserve 350 Feathered Friends event, Fall Conservation Area 250 Fiddling at The Falls Jamboree (91 fiddlers), Benmiller 26 156 171 143 Fishing Derby, Exeter 280 250 Fishing Festival, Falls Reserve, Benmiller 79 57 66 63 Goderich Art Club Annual Exhibition and Sale 600 610 600 575 Goderich Festival of Arts & Crafts 6000 8,000 10,000 9,000 Goderich Home and Cottage Show 1400 2,200 2400 Goderich IODE Christmas House Tour 900 820 725 970 Goderich Triathlon (Inc. participants, spectators & volunteers) 500 200 560 101 Grand Bend Canada Day Celebrations 23,000 23,000 20,000 Grand Bend Road Race 600 Great Storm 100th Year Commemoration 15,500 Harleys by the Beach, Grand Bend 3,200 3,000 2,368 Page 6 d2. CounTy And AreA - speCiAl evenTs & ATTrACTions ConT’d Event and Attendance 2013 2012 2011 2010 Hensall Community Yard Sale 5,000 5,000 5,000 5,000 Home for the Holidays, Bayfield (held every second year) n/a 535 n/a 486 Home Tour Bayfield n/a 523 n/a 325 Huron Perth Garden Tour 90 70 Huron Pioneer Threshers & Hobby Show, Blyth 9,000 12,000 15,000 13,000 Huron Tract Spinners & Weavers Ann. Sale & Exhibition, Goderich 209 241 162 175 Ice Culture (Nov. Tour) 94 It’s the Berries Quilt show( every 3 years) n/a 500 Kinsmen’s Summerfest, Goderich 3000 3,000 3,000 2,900 Lakeshoreline Festival (HAHN) n/a 980 Lambton Fall Colour Craft Festival 4,874 3,952 4,000 5,100 Lucknow Fall Fair 1030 1,050 1,100 1,000 Lucknow Music in the Fields 6,500 8,000 4,500 4,000 Lucknow Olde Tyme Fiddlers Jamboree (not happening) n/a 300 275 300 Lucknow Strawberry Summerfest 5,500 5,800 5,200 4,500 Mopar Canadian Nationals (Grand Bend Motorplex) 21,000 22,000 28,000 20,000 MS Bike Ride 1,000 Multicultural Festival 900 400 Murder at the Albion Hotel, Bayfield n/a n/a 320 Narcisse Play, St. Joseph n/a n/a 2,870 Naval Ship - Goderich n/a n/a 1,000 Night Hike & Owl Prowl, MVCA 120 86 60 130 North Lambton Quilters’ Guild Show 579 n/a 225 Out of the Storm, Goderich n/a 900 4,500 Owl Prowl (ABCA) (two nights) 150 255 Pioneer Park Rummage Sale, Bayfield 500 850 500 1,250 Pointsetta Celebration, Zurich 1400 825 800 700 Pollinators workshop (MVCA) 15 Quilt Show, Goderich (takes place every 3 years) n/a 500 n/a n/a RC Jets Rally, Wingham 400 Reptile Roundup, Falls Reserve Conservation Area 175 Richard W. LeVan Airport BBQ, Wingham 79 Rural Roots (Celtic county wide event) Clinton 65 n/a 410 585 Sail and Canvas 1100 1,200 1,000 1,200 Seaforth Community Yard Sale & Sidewalk Sale 950 1,000 1,000 1000 Seaforth Country Classic 4,700 4,500 4,500 4,000 Seaforth Doors Open n/a n/a n/a 1,850 Seaforth Fall Fair 3000 1,800 1,500 1500 Snowfest (MVCA) 400 90 120 150 South Huron & Area Home Show 750 South Huron Children’s Festival n/a n/a 600 500 South Huron Juried Art Show and Sale 121 172 South Huron Mud- Bogg’n n/a 237 800 South Huron Trail Run 217 600 500 500 Spring Breakfast, Egmondville 350 n/a 275 400 Spring Hike (MVCA) 30 25 St. Joseph & Area Historical Society Breakfast in the Park 350 220 200 200 Stocked Trout Pond Derby, Benmiller 75 70 80 n/a Sunset Arts Opening Gala, Grand Bend 238 300 375 300 Sunset Christmas Open House, Grand Bend n/a 150 175 150 Taste of Huron n/a 1,600 n/a 1,500 Thanksgiving Market and Sidwalk Sale, Grand Bend. 4500 5,000 Thunder by the Beach 8000 9,500 Trout Derby, Falls Reserve 85 70 155 140 Walton Transcan National Motocross (950 entries) 33,000 33,000 28,000 31,150 Westcoast Bluesfest, Goderich 2000 1,450 n/a 2,075 Wingham and Area Horticultural Society Christmas Tea & Bake Sale 110 Wingham Muskrat Festival 3,400 3,200 3,500 2,500 Zurich Bean Festival 14,000 13,000 12,500 16,000 Zurich Fall Fair 600 600 600 600 Zurich Fish Fry and Silent Auction 540 520 500 500 Total 278,028 234,955 231,623 195,428 Page 7 d2. CounTy And AreA - speCiAl evenTs & ATTrACTions Attraction and Attendance 2013 2012 2011 2010 Huron County Museum, Goderich 13,262 10,823 9,928 12,695 Huron County Marine Museum, Goderich 1,479 2,655 1,377 1,769 Huron County Historic Goal, Goderich 8,173 7,158 5,959 6,693 Sky Harbour Gallery, Goderich Airport (estimate) n/a n/a 0 900 Huron Country Playhouse (June – Sept.) 56,903 57,061 42,309 49,884 Blyth Festival 20,643 20,570 19,453 20,823 The Livery / GTL 7,300 4,593 5,056 4,890 The Sallows Gallery 1450 1,333 1,476 2,305 Laithwaite Apple Park, near Goderich 250 310 300 310 School on Wheels, Clinton 1,248 1,487 1,607 1,300 Clinton Raceway (est.) 18,000 19,000 19,600 19,400 Clinton Racetrack Slots (April 2012 to Mar. 2013) 162,698 172,568 180,217 180,000 Seaforth & Area Museum 50 40 62 300 The North Huron Museum, Wingham 425 475 458 544 Barn Dance Hall of Fame (mostly group buses), Wingham 425 440 425 376 Grand Bend Motorplex 55,000 70,000 65,000 65,000 St. Joseph Archives 280 275 500 275 Iceculture Tour Experience 1900 Bayfield Archives 600 227 n/a n/a Point Farms Provincial Park, near Goderich (Incl. day use visitors) 70,161 75,107 75,107 76,128 Pinery Provincial Park, near Grand Bend (Incl. day use visitors) 543,755 607,454 606,477 610,577 Lambton Heritage Museum, near Grand Bend 12,314 11,843 10,000 13,073 Attendance (avg. overall) of above events and attractions (except the Pinery) 698,255 693,209 673,446 610,577 d3. eConomiC impACT of THeATres Huron Country Goderich Little Blyth Festival Totals Playhouse Theatre $2,394,020 Box office Sales 2013 $424, 792 $1,888,800 $80,428 ($2,090,365- 2012)

Special Events (co- $79,340 productions of concerts, $4,000 $83,340 – 6208 attended childrens shows etc.) $2,477,360 Total Sales 2013 $504,132 $1,888,800 $84,428 ($2,151,891- 2012) $ 17,341,520 Associated sales 2013 $3,528,924 $13,221,600 $590,996 ($15,126,237 – 2012) 20,643 56,903, 7,300 84,846 Attendance 2013 (20,570 – 2012) (57,061 - 2012) (4,593 - 2012) (82,224-2012) 47% local (less than 40 minute 60% coming from London; Mainly drive) 38% intermediate 40% coming from Sarnia, Audience Goderich & area (40 minutes to 2 hr drive) 15% SW Ontario, Toronto and patrons distant (more than 2 hrs away) Northern Michigan 39th summer season 42nd Anniversary: 2013 Season 65th

4 Theatre 2013 saw increases 6 productions in 2013. Productions, in total sales and Comments 2014 is the 40th season 8 productions 3 Film series (11 films), attendance in our three celebration for Blyth Festival! 7 Concert series. theatres * - Associated Sales = multiplier economic spin off in area (7:1) Our link to The Stratford Festival: Huron County is “within an hour of Stratford”. • The Festival’s first performance was July 1953. • Number of visitors to Stratford Tourism Alliance Information centres in 2013 - approximately 70,549 (Down from 76,900 in 2012) visitors at their two locations: Information Centre (May to Thanksgiving) and 47 Downie Street (Open year round) • Stratford’s theatre patrons (480, 000-2013; 432,240 -2012; 455,044 in 2011) are our theatre patrons – we advertise in the Stratford Festival guide. These patrons often come west through our County to Lake Huron for daytrips and then return to the evening performances at the Stratford Festival. • Approximately 20% of the visitors are American patrons and this numberwas up 8% for the first times since 2003. • Our partnership with Perth County in “Shakespeare to the Shoreline” creates a reason for Stratford visitors to stay in the area longer and venture west. • our accommodations also indicate that they have overnight guests who are Stratford Theatre patrons during the day and choose to stay in Huron County because of proximity to the lake. Page 8 e. mArkeTing Tools 1. promoTionAl Tools

a) Huron County Vacation Guide Strategy: Marketing Efforts: • continue full color and full bleed design; • It is an effective and cost-efficient way to promoteall • members of HTA will continue to receive a symbol of the attractions and services available in the County, beside their listing, in addition to a colored and thereby encouraging them to lengthen their stay. expanded listing; this has been very well received and • Local tourism establishments indicate that they receive has encouraged new members to join the Association; direct business from being listed in the guide. • Print 35,000 Vacation guides and monitor demand. • Travel centres say that our guide is popular, visitor- friendly and created for the user, not the advertiser; local residents also use it and promote it for visiting friends and relatives. • It is also a useful tool for job fairs, doctor recruitment events and quality of life promotions. • The guide is sponsored by:- the County of Huron, Huron Tourism Association (HTA), marketing projects (eg. Shakespeare to the Shoreline, Taste of Huron and Huron Arts and Heritage Network) and individual business sponsorships. • Any Lambton, Bruce and Perth County tourism establishments listed in our guide must be both a current paid member of the HTA and a paid sponsor of the Huron County travel guide. ontarioswestcoast.ca Countryside and Coastline

b) Specialty Brochures Strategy: Marketing Efforts: • continue to publish the three brochures to meet market • Cycling (2013), Fishing/Paddling (2011), Hiking (2012) demand in key demographics and niche markets. • 40,000 of the above brochures are printed on a three • continue to seek out and partner with funding sources year rotation. • establish/maintain contact with travel writers who focus • Marketed through online and social media along with on outdoor activities. distribution channels. • Promote in the Vacation Guide and also on the website • Addition of the Creative Countryside brochure in 2014. as downloads. It is a HAHN initiative with support from the County

Page 9 1. promoTionAl Tools - ConT’d These are the listings in the 2010- 2013 Vacation Guides, by type: Listings 2010 2011 2012 2013 • Accommodations - motels/hotels/inns/cottage resorts 27 27 27 26 • Adventure Tours 3 3 4 3 • Antique, Gift & Specialty Shops 121 113 137 145 • Artisans & Art Studios 42 40 44 45 • Attractions - Activities 6 6 6 6 • Attractions - Museums & Heritage 20 21 21 21 • Bed & Breakfasts 47 45 43 44 • Bowling Centres 4 4 4 3 • Campgrounds 25 24 26 26 • Conservation Areas 33 33 33 34 • Consignment Stores 17 18 • Cottage Rental Service 1 1 1 1 • Cross Country Ski Areas 20 21 21 19 • Curling Clubs 5 • Cycling Pump Track 1 • Cycling Tours 1 1 3 1 • Flea & Farmers’ Markets 12 12 15 15 • Golf Courses 10 10 10 10 • Horseback Riding 3 4 4 4 • Lawn Bowling 4 4 • Marinas 7 6 6 6 • Mini Golf Courses 2 2 2 2 • Movie Theatres 2 2 2 2 • Municipalities 9 9 9 9 • Other HTA members 17 16 15 12 • Nearby Attractions and Historical Contacts 14 14 14 14 • Nurseries and Garden Fare 21 22 23 20 • Permanent & Seasonal Accomm. 7 7 7 7 • Public Beaches 16 17 17 18 • Public Fee fishing/Fly fishing 5 4 4 4 • Recreation Centres 3 4 4 4 • Real Estate 4 4 4 4 • Rentals – cottages, apartment suites & houses 38 39 38 43 • Restaurants 118 113 129 123 • Reuben R. Sallows Gallery - special exhibits 3 2 2 1 • Sailing Excursion 3 1 1 1 • Spas 11 10 12 14 • Special Events 175 170 169 238 • Re-occurring Special Events 7 7 10 7 • Special Events - Huron County Museum Exhibitions 7 3 3 4 • Tastes of Huron 76 85 91 102 • Theatres 4 4 4 3 • Visitor Information 22 22 23 23 • Yoga/Dance Studio 1 1 1 1 Total listings 947 936 1,011 1093

Page 10 1. promoTionAl Tools - ConT’d d) County Tourism Website and Online

Marketing Efforts Strategy: • To maximize internet accessibility, 4 domain names • continue to update the tourism database to improve are registered as: www.ontarioswestcoast.ca, www. searchability and accessibility; in coordination with ontarioswestcoast.com, www.hurontourism.com and updated website. www.hurontourism.on.ca. All domains lead to same • an increased budget for a keyword campaign will help site. to increase traffic flow to the website; • Various sites have been used for specific projects • Brittany Fry is hired to increase social media networking to measure and track visitation (eg. hikehuron.ca, through additional sites; tasteofhuron.ca and visithuron.ca). • internet advertising through key targeted websites Year Page Views Visits usuing google adwords; • work with new Huron County online tourism business 2011 96,843 33,899 ventures such as Hitchedinhuron.com and the ruralist. 2012 108,799 36,563 ca to further promote Huron in niche markets; 2013 111,459 39,634 • work on plan to create, promote and enhance the new • email address is: [email protected] online prjects. • 79% of users are new visitors, and the average time • Karen Stewart is hired as a consultant to coordinate and spent on the site is 3:00 mins (double the average) maximize the impact of the Ontario Travel Divas and • maintained direct links to the web sites of participating Ontario Travel Adventurers initiatives and target new tourism establishments and other municipal sites; demographics; • continued to provide downloadable guide and specialty brochures; updated and redesigned home page; • increased reciprocal links with other tourism websites. • Ontario’s West Coast now has pages located on Facebook (4 different pages), YouTube, Twitter, Instagram, Vimeo, Foodspotting and Wordpress. • The tourism database was updated in 2013. • In 2013, the County contracted a social awareness coordinator to facilitate the planned postings and conversations with social media and online web postings to all of the sites. • In 2013, volunteer divas continued to write the Ontario Travel Divas blog, enhancing links and search engine optimization. Since 2011 there have been over 50,000 page views and 315 post have been written.

Page 11 1. promoTionAl Tools - ConT’d e) Group Tour Development

• Existing Group Tour activity is taking place with Theatres, Museums and large accommodators. • Due to staff resources and priority planning, additional Group Tour Development has not been included in the 2013 - 2016 plan.

f) Distribution Process The Huron County Vacation Guide and specialty 7. Travel Agencies; CAA/AAA offices brochures were distributed to the following 8. Individual Phone, E-mail and Mail Requests in Re- locations: sponse to Advertisements 1. Ontario Travel Centres (11 in total); with an 9. Summer students delivered over 30 000 guides annual total of 825, 000 visitors plus specialty brochures to 250 area tourism es- 2. Area Tourist Info centres and Chambers of Com- tablishments. This is greatly appreciated by the merce - egs. Goderich, Bayfield, Grand Bend, Clin- tourism businesses and allows for interaction and ton, Seaforth updating of information also. A number of gas 3. Local, regional and USA tourist info centres (over stations now have the guides available. 80) 10. A database tracked the location and quantity 4. 9 Municipal Offices in Huron County & Huron of publications being distributed or mailed; County Planning & Development Dept. Office this helps to determine the popularity of each 5. Ontario Travel Shows (through partnerships), con- brochure, and the effectiveness of specific ferences and special events distribution points and ads. 6. All Huron County Library Branches

g) Extra Projects County tourism staff are often asked to help with local • many Huron County locations. This may be the and county wide events and Many of these projects most significant international exposure that were one time only. Due to staff resources and priority Huron county has received in recent history. The planning, County tourism staff is required to carefully local Alice Munro Writers and Readers Festival, assess involvement in these requests. in it’s third year, has and will continue to attract • Guelph to Goderich Rail Trail Proposal (G2G) - international fans. County Ec. Dev. staff is involved in the research and • International Plowing Match and Rural Expo (IPM) assesment of the potential for the establishment of - Held in Mitchell, Sept.17 - 21, 2013. Economic this trail and Huron County’s possible lease of the Development Services hosted a display in the rural trail from the Province. The economic return and living tent; 20 volunteers staffed the display and attraction of outdoor tourism activities, eg. hiking distubuted promotional literature. Over 67,000 and cycling, is significant. people attended the event and 1,830 people • South West Economic Assembly (SWEA) - Huron entered the Ontario’s West Coast contest. County hosted the 2013 SWEA Assembly in • Canada Blooms - In fall of 2013, Huron County different locations around the Goderich area on tourism staff were asked to help with the creation June 13 / 14. The themed event, Rural Intelligence, of an Ontario’s West Coast feature garden at attracted over 150 from across southern Ontario. 2014 Canada Blooms show. A committee was Huron County staff helped to plan and facilitate formed and County tourism staff worked with the the event. committee to create “Countryside and Coastline” • Alice Munro - In October 2013 it was announced which was on display from March 13 - 22 at the that our Alice Munro was awarded the Nobel Prize Direct Energy Centre in Toronto. County staff were for Literature. Munro’s short stories are known in charge of volunteer training, multi-media along around the world and her “sense of place” reflects with video creation.

Page 12 2. pArTnersHips Huron County is fortunate to participate in many government and industry partnerships including: Huron Logo/Branding Tourism Association, Huron Business Development • The County of Huron’s tourism logo (revised in 2008) Corporation, area Chambers of Commerce and BIAs and continues to be well received by the local tourism Ministry of Tourism representatives (eg. Nancy Fallis). industry. Video: a) Huron Tourism Association (HTA) • Over 50 Huron County tourism videos have been History/Background of the Huron Tourism Association created and are available online at Huron.TV • formed on September 7, 1993; 20th Anniversary in 2013! • They have been produced using County staff skills and • Mandate to develop and target cost effective and also with assistance from co-op students. results oriented tourism strategies within Huron County • 5 - 10 more tourism videos will be produced in 2014. - Ontario’s West Coast, on a shared cost basis among its members. Huron Tourism is a membership based Banners: “action organization.” Many hours of volunteer effort • Several promotional banners are contributed by HTA members. are readily available for shows • The membership for HTA ranges from 170 - 200 and displays. Their themes members per year range from beach stories, to • HTA is updating it’s strategic plan in 2014-2015 countryside and coastline, to culinary tourism, to four Industry and Government Partnership: season experiences to geographical location banners. • The County of Huron Economic Development Services continues to be closely involved in the activities of the Committees: Huron Tourism Association as a resource/support body • The Association’s committees are involved in such and partner. activities as: advertising/marketing; fundraising; • Our cost sharing promotions are very cost-effective for education; membership ; Shakespeare to the Shoreline; the County’s tourism mandate. brochure swap/tourism event and Best Host West Coast • The HTA’s link to the County is modelled in other Ontario • HTA, and the County also offer a one time per year municipalities. With our partnership, we accomplish customer Service training; the fourth “Best Host West more tourism initiatives, share industry knowledge and Coast” FAM tour is scheduled for May 26, 2014. avoid duplication of efforts and funds. • County Tourism staff are often asked to be on a variety • County staff members, Cindy Fisher and Jenna Ujiye are of other special event committees ; they will not be members of the 12 member HTA Board of Directors able to attend or organize from now on due to staff Membership Advantages: resources. Support can be provided through provision • HTA members receive a window decal indicating a of brochures and banners membership in the ‘H T A -Ontario’s West Coast’. • A highlighted feature and enhanced listing in both the HTA Association Meetings/Events: County Travel Guide and corresponding website attracts • These meetings/events create networking most members. opportunities; allow the host to promote their tourism • see membership/information brochure for a more business (i.e. a mini –FAM tour); provide education complete list of membership advantages. through guest speakers and the sharing of member Highway Signage: information, ideas and issues. • A County Wide signage policy for tourism directional • A tourism event and brochure swap, and fall dinner signage was approved in 2009; since then 27 welcome meeting are both held annually in an effort to attract signs were located at all county road entrances into the additional tourism establishments. county, in partnership with County Public Works Dept. Regular Tourism Newsletters: • striving to obtain provincial approval to have the same • Since 2011, a weekly events and specials newsletter signage located at county entrances on Provincial is created to get information out to members and Highways (#4, 8 & 21) other businesses in a timely manner; it includes e-mail • Directional/way finding signage was launched in 2010; reminders of events to all tourism-related businesses in to date over 70 tourism businesses and attractions have Huron County. purchased branded directional signs under contract, for • Starting in 2014 a digital quartely industry newsletter their businesses. will be circulated to all HTA members. Page 13 2. pArTnersHips - ConT’d Waterloo and Wellington Counties/Regions); in 2014 Huron is represented on the RTO board by Kathy Nichol, James Eddington, Chris Lee and Joan Karstens. Jenna Ujiye is the partnership committee rep. • These RTO4 dollars market our region in targeted Toronto areas with campaigns and websites such as: ONtravel.ca • In 2012, the regional reservation system was launched. Businesses in Huron can now sign up and receive bookings through the system for no cost; Huron has over 40 businesses signed up. The system was temporarily removed from the County site in 2013 with a resolution expected in 2014. HTA Board c) Huron Arts and Heritage Network (HAHN) Composition goals: geographic representation; sector • HAHN works with groups and individual businesses variety; urban/rural mix ; male / female members and including: museums, theatres, antique stores, art experienced / new members. studios, bed and breakfasts in heritage homes, artists, HTA Board of Directors 2014: artisans, studios, municipal and heritage organizations President - Kim Burgsma, Samuels Hotel etc. Jenna Ujiye sits on this board as a representative of Vice-President - Lynne Gravett, Sunset Golf Club Tourism in Huron. Secretary - Liz Ihrig, Hessenland Country Inn, Zurich • HAHN will continue with the annual Culture Awards and Treasurer - John McHenry, Blyth Festival support other groups in their events, along with 3 new Additional Members arts, culture and heritage networking events called the • Darren Erb - Little Inn of Bayfield Last Friday. • Cindy Fisher - Huron County Economic Development • Since 2013, Rick Sickinger, Cultural Development Services Officer for the County of Huron, dedicates many hours • Stephen Karcher, Drayton Entertainment/ Huron to support HAHN initiatives. Country Playhouse • In 2012, the County of Huron Cultural Services completed • Susan Mills, Grand Bend & Area Chamber of Commerce Cultural Mapping under the leasership of Rick Sickinger. • Jenna Ujiye, Huron County Economic Development Over 1700 cultural resources. In 2014 the Huron County Services Cultural plan was completed and the initiatives in that • Spencer Vail, Benmiller Inn and Spa plan will be priority. Newsletter Editors: Rachel Lynn & Jenna Ujiye • In 2013/2014 HAHN along with the Cultural Services HTA Coordinator: Cindy Fisher and County Tourism staff support, created the Creative Countryside guide, highlighting market ready cultural b) Neighbouring County Alliances and Regional Tourism businesses and events. Organization (RTO) 4: d) Taste of Huron and Buy Local/Buy Fresh Huron Perth • HTA encourages partnerships with neighboring areas Brochure such as Lambton, Bruce, Grey and Perth Counties. Two • Trends continue to indicate that agri-tourism significant programs have been continued with Perth and rural tourism have potential for growth County: Shakespeare to the Shoreline and Buy Local/ in Huron County; interest in local foods is Buy Fresh; in 2013, a new garden tour brochure for the predominant culinary trend of the new Huron/Perth was launched by a group of businesses century. and private gardens; a 2014 edition has since been • Success in this area means full time, seasonal and part launched. time jobs for our youth and mature work force. • The theme, Ontario’s West Coast, can be used for the • Agriculture is the foundation of Huron County and entire area when we are in joint marketing ventures. the industry’s establishment of farm tour days, special • in 2010 the Province created 13 new RTO’s (Regional events, fairs and farm gate sales establishments show Tourism Organizations). promise for more activity in this area. • Huron County is in RTO 4 (in partnership with Perth, • The lead up to our County’s 2017 hosting of the International Plowing Match (IPM) will be full of great Page 14 2. pArTnersHips - ConT’d opportunities. Performances and Nature Walks. • Each participant has a TofH symbol beside its guide • In addition to these themes and website listing; this enhancement is a pay to play participating accommodations marketing initiative. and dining partners are included; • Media travel articles about local foods are also being co- packages are also featured. ordinated by Laurel Armstrong and Jenna Ujiye. • Five additional routes were • 102 Huron County food producers are featured in the launched in 2007, taking travellers Tastes of Huron section of the County travel guide north and south of this travel • In 2013 The Taste of Huron was the kitchen sponsor at corridor, keeping them in the area the London Women’s Lifestyle Show. Four local chefs longer created local food dishes and gave out samples for the • The season launch occurs audiences. at the Stratford Garden Festival in • In 2014 Taste of Huron will bring Chefs to Farmer’s March of each year. Markets and Fairs along with continuing the summer • Two specialty tours (“Taste Trek” and “Style Trek” have food for thought dinners. They also started the first been designed to target the female demographic. Winterlicious event where 9 restaurants offered three • The travel routes and experiences included in the course local food meals for $29.00 for 4 weeks in Shakespeare to the Shoreline travel program are February and March. also designed to invite Stratford visitors to ‘get out of • The development of a culinary tourism trail has been town’! By providing easy-to-follow routes, visitors to the in development since late 2013 and is pending due to region, can find their way cross ‘county’, experiencing provincial funding. the real and rural vistas and villages, slowing the pace of their travel to ‘tour, taste and linger’ in our area. Buy Local / Buy Fresh Huron Perth • Shakespeare to the Shoreline bookmarks are sent to • Since 2008, in partnership with the libraries and bookstores. provincial Buy Local Buy Fresh marketing • Each year Shakespeare to the Shoreline attends the initiative which includes partner signage, Stratford Garden Show; visitors look for the booth; one this brochure features ‘pay to play’ attendee from Kitchener said “Last summer I discovered producers of food products from Huron Goderich and Bayfield for the first time.” and Perth Counties and also receives • New in 2013 a user friendly postcard was lunched and sponsorship from several organizations. circulated to • Products ranging from honey to fruits to vegetables to chocolate to meat to fish are featured. • The Huron Perth Farm to Table Committee guides the production of this brochure. • The fourth edition Buy Local / Buy Fresh Huron Perth brochure was released in summer 2012 with 111 producers (55 from Huron and 56 from Perth). • In addition to the standard distribution avenues, the brochure was widely distrubuted at events such as the f) Lower Tier Municipal and Chamber/BIA Initiatives Taste of Huron and Savour Stratford Perth. County staff are often asked to have input into or feedback on local tourism economic development initiatives. Some e) Shakespeare to the Shoreline examples of various lower tier projects include: trail • 2013 is the 10th year! proposals, tourist-driven events, customer service training, • Since 2004, this program has featured more than 110 tourism gateways (example South Huron 2013), signage sample stops in Huron and Perth Counties, along an and banner programs and presentations. area surrounding the Highway #8 corridor. The seven themes are: Antiques and Collectibles, Artisans and Art Galleries, Farm Markets, Gardens and Gardeners Dreams, Historic Stops and Attractions, Live Theatre and Page 15 2. pArTnersHips - ConT’d g) Huron County Annual Tourism Day and Brochure Locations of the Annual Event Swap • April 2013 marked the 24th annual Huron County 1990-91 Goderich Huron County Museum Tourism Day and Brochure Swap. It was held in Exeter 1992 Benmiller Benmiller Inn 1993 Blyth Blyth Festival and attracted approx 100 registrants with 50 business/ 1994 Grand Bend Huron Country Playhouse organizational brochure displays. The majority of 1995 Goderich Knox Presbyterian Church participants were from Huron County with several 1996 Exeter Exeter Pentecostal Church registrants from the Counties of Grey, Bruce, Perth, 1997 Wingham Wingham Town Hall Heritage Theatre/ Lambton, Wellington and Middlesex. Sacred Heart Catholic Church • Participants gather for morning FAM tours, speakers, 1998 Hensall United Church in Hensall lunch and award presentations; the event ends with the 1999 Seaforth Seaforth and District Community Centre 2000 Lucknow Lucknow Community Centre popular brochure swap which is open to the public, as 2001 Goderich Knights of Columbus Hall part of HTA’s and the County’s mandate to inform the 2002 Zurich Zurich Mennonite Church public about tourism and what we have to offer. 2003 Holmesville Holmesville Community Hall & • The 2014 event was in Goderich on April 8, 2014. Over the White Carnation 90 people attended and enjoyed the speaker, morning 2004 Wingham North Huron Wescast Community Complex FAM tours, lunch, awards and brochure swapping. 2005 Exeter South Huron Recreation Centre • The 25th anniversary of this event was also celebrated 2006 Seaforth Seaforth Community Centre and Agriplex 2007 Blyth Blyth and District Community Centre and Arena Recipients of the Annual Tourism Champion Award 2008 Zurich Zurich Arena and Community Centre 2011 Joan Karstens 2009 Goderich Columbus Centre 2012 James Eddington 2010 Clinton REACH Centre 2013 Liz and Frank Ihrig 2011 Seaforth Seaforth & District Community Centre 2014 Cinammon Jim Lee 2012 Wingham North Huron Wescast Community Complex The annual Tourism Champion Award, initiated in 2011 is also 2013 Exeter South Huron Recreation Centre presented at the Brochure Swap and Tourism event each year. 2014 Goderich Trinity Christian Reformed Church

Recipients of the annual Tourism Development Award 1993 County of Huron Planning & Development Dept. 1994 Benmiller Inn 1995 Huron Country Playhouse, Grand Bend & Maple Leaf Motel,Goderich 1996 Huron Community Futures Corporation 1997 The Maitland Mill Association, Gorrie 1998 Town Hall Heritage Theatre, Wingham 1999 Shayrina Sheep Farm, near Bluevale 2000 Brentwood on the Beach B & B, St. Joseph 2001 Huron County Museum 2002 Tourism Goderich 2003 Heritage and Culture Partnership 2004 Viewpoint B & B, Goderich 2005 H.O. Jerry (1983) Ltd., Goderich 2006 Armstrong Tourism & Marketing Services 2007 Hessenland Country Inn, St. Joseph 2008 Huron Ridge Acres, Zurich 2009 Blyth Festival 2010 Colborne Bed and Breakfast, Goderich 2011 Walton Motocross Raceway and Event 2012 The Little Inn of Bayfield 2013 Iceculture Inc. 2014 Samuels Hotel Inc. The annual Tourism Development Award, initiated by The Blyth Festival in 1993, is a special part of the day.

Page 16 3. AdverTising • Our tourism website continues to be enhanced and programs - Huron Arts and Heritage Network and updated as the main source/advertisement for travel Shakespeare to the Shoreline. information. It is important to stay attractive, current • A range of advertising for RTO 4 continues to significantly and searchable on the website; enhance our presence in wider Ontario markets, such as • in addition to our own website, links and buttons help Toronto. to increase our online visibilty. • Opportunities for co-operative advertising with active • contest specific advertising assists in tracking and tourism advertising partners, such as the Town of measuring the effectiveness of campaigns. Goderich, continue to occur and be explored. • Significant efforts continue to be in the realm of • Research has shown that the majority of visitors to Huron social networking. (eg. facebook, Youtube, Twitter, County are within a two hour drive in southwestern Foodspotting and Ontario Travel Divas and Instagram. Ontario; as a result, targeted advertisements are placed • A new 2014- 2016 marketing plan has been created in these areas, on a co-operative basis with members of with marketing initiatives and themes focused on the the Huron Tourism Association. RTO themes and demand generators. • While no advertising dollars are currently spent in • Print editorial and advertisements are still an effective the American market, some efforts continue towards means of promoting Huron County to certain targets editorial coverage there. in the tourism marketplace. Advertisements are • Part of the joint 2014 advertising efforts will continue placed, with a 50/50 shared cost partnership between to be toward securing editorial about Huron County; HTA and the County, into several tourism publications editorial, when combined with paid advertising, is 8:1 (approximately $50,000 total). more effective for influencing buyer decisions. • The publications have different distribution ranges • Current copies of the advertising strategy are available and target markets; some publications reach all over from the Planning & Development Dept. Ontario, while others target Southwestern Ontario. A list is available upon request. • The County also benefits from the advertising and promotional events of its two partnership marketing

Shown above are ads from the Horizon Travel Magazine, Blyth Festival Guide and the London Free Press *Additional, advertising and social networking promotions on back outside cover of this report.

Page 17 4. TrAvel WriTers • The Travel Media Association of Canada (TMAC)and and on-line nationally. Individual travel writers continue to be courted and • Since building relationships is the key to success in offered personalized and supported FAM trips to the the industry, the County will maintain its contract with area. Examples of key successful ventures from 2013 Laurel Armstrong in 2014 to nurture and enhance the include: blog about historic sites featuring Huron Historic continued interest with the travel writers. Gaol; Eat and Drink regular features of Taste of Huron • The industry standards indicate that editorials are restaurants; London Free Press Home Section feature on eight times more effective and credible than paid Bayfield; 100 things to see and do LFPress; Toronto Star advertisements, therefore influencing consumer travel. Wheels feature cruising Ontario’s West Coast; 10 page • The County’s tourism communications strategy includes article in Lifestyle magazine May 2103 touring Ontario’s a healthy mix of both paid advertising and media West Coast; 7 page article in Grand magazine July 2013 relations for editorial support. featuring HC Beyond the Beach focusing on outdoor • 2014 also featured Huron County as the destination recreation, historic sites and shopping. for the popular 45th Mother’s Day Shunpiker Tour with • Huron County has hosted TMAC Munch and Mingle the London Free Press; thousands of our key target events in Toronto; to replace the Toronto events, since Londoners toured the area on Mother’s Day. 2012, the County hosts individual travel writers, for personalized and focused FAM tours. • The County continues to receive editorial in various publications and online sites as a result of the relationship which has been nurtured with our writers; for example, an article by Jim Fox would appear in the London Free Press (paper and online) and also in all Sunmedia papers

Lifestyle Magazine Summer 2013

100 Things June 2013 Toronto Star August 2013

Ontario Travel Blog Summer 2013 London Free Press August, 2012

Explore Ontario, Globe and Mail Grand Magazine May 2013 Page 18 May 2013 f. CounTy Wide evenTs Taste of Huron Culinary event Doors Open Huron (bi-annual event) • The Huron Tourism • “Step into our Stories” will take place Sept. 13 - 14, 2014 Association and The County of Huron • the event will combine the best of the County’s local partner to create a county-wide heritage and arts. Each of the Doors Open Huron County culinary festival to celebrate our sites this year will feature arts programming with music agricultural excellence and culinary concerts, visual arts and crafts exhibits, or theatre experiences. performances while touring the heritage sites. • the event website is: www. • More programming will occur over the two-day event, tasteofhuron.ca including: a stained-glass window tour, architectural • The event started in 2010 with member restaurants walking tours of designated heritage properties, and a and producers; it attracts 1500 participants: 40% local speakers’ series featuring local historians. community members and 60% tourists from Ontario, • Doors Open is a provincial program that Huron County USA and beyond. participates in biennially. • In 2013 Taste of Huron events were be held year round Storm of 1913 Remembered - 2013 event starting in May. Food For Thought dinners were held • A local committee formed to create 100 year and four existing local food events were co-sponsored. commemoration of the Great Storm of 1913, the worst Winterlicious was also introduced. maritime disaster on the Great Lakes. • In 2014 Taste of Huron events will include: Food For • The official event was held November 8, 9 and 10. Over Thought dinners, Chefs at area Farmers Markets and 50 events were held in both Ontario and Michigan more. throughout the year including two plays, a speaker series, trade show and job fair, concerts, readings and displays. • Over 15,000 people attended. g. depArTmenT resourCes for Tourism • The Huron County Planning and Development tourism-related administration. Mike Burroughs and Department plans to continue to have staff involved in the assistance of summer students will also be involved tourism promotion. in brochure distribution and preparation for the annual • As part of the department’s economic development tourism event and brochure swap. mandate, Cindy Fisher, will continue as Tourism Co- • The County’s relationship with the Huron Tourism ordinator (half time) and develop the County’s tourism Association continues to be a beneficial, creative and promotion and activities; Jenna Ujiye, full time tourism productive one. marketer, will continue to concentrate on design of • Brittany Fry (EMPIRE Consulting, contract) provides publications, signature events, advertisements, regional social media assistance and creation. partnerships and website design and updates. • Karen Stewart provides event coordination and Ontario • Other Department staff involvement includes Economic Travel Diva assistance. Development Services staff: continuing access to the • Project specific consulting will continue for media/travel expertise and co-operative programming of Mike Pullen work with consultant Laurel Armstrong. Senior Economic Development Officer; connection to • The members of the HTA, in particular the Board Business Development Co-ordinator (position currently members, provide significant hours of volunteer time to not filled), and the programs and delivery of downtown promote the County and Ontario’s West Coast and their economic development and local first initiatives; access efforts, feedback and insight are sincerely appreciated. to web design, multi-media and data services of Mark • The County will continue to partner with the externally Hussey. and partner-funded tourism initiatives launched by the • The Department’s secretarial and support staff, including HTA (such as (HAHN) and Shakespeare to the Shoreline), Rachel Lynn (replacing Marie McGuire who retired after since they enhance our limited promotions budget and 25 years in 2014) and Nina Reynolds, will continue speak to the special market segments of the tourism to be involved in data base management, brochure industry. These programs offer the ‘experience’ which is distribution, information collection, administration and essential to entice the visitor to explore the area. responses to inquiries; 50 % of Rachels time is spent on Page 19 Vimeo Screen Shot, 2014 Instagram Screen Shot, 2014 Facebook Screen Shot, May, 2014

Twitter Feed Facebook Ad ontarioswestcoast.ca Page 20