KOOTENAY ROCKIES DESTINATION DEVELOPMENT STRATEGY HIGHLIGHTS NAKUSP Photo: Dave Heath THANK YOU WHAT’S The Kootenay Rockies Destination Thank you to our tourism partners Development Strategy is the who participated in the process by INSIDE outcome of a two-year, iterative attending community meetings, process of gathering, synthesizing, participating in surveys and interviews, 1. INTRODUCTION and validating information with engaging in follow-up conversations, 2. REALIZING THE POTENTIAL tourism partners about the current and forwarding relevant documents 3. AT A GLANCE status and future direction of and insights. Special thanks to the tourism in the Kootenay Rockies. members of the working groups for 4. GEARING UP each of the planning areas within We thank the Indigenous the region, as well as the Kootenay communities on whose traditional Rockies Destination Management territories we travelled and gathered Committee and the facilitation team. for our community meetings.

KOOTENAY ROCKIES | 2 1 INTRODUCTION

ROSSLAND WHY A STRATEGY? WHERE IS IT FOR? Photo: Dave Heath The Kootenay Rockies Destination Development The Kootenay Rockies tourism region lies in the Strategy was developed to enhance the southeast of the province, with the Canadian Rockies competitiveness of the Kootenay Rockies region over and Alberta border as its eastern limit, and the the next 10 years and beyond. The strategy was Columbia Mountains (Purcells, Selkirk, and developed as part of Destination BC’s Destination Monashee Ranges) on the west. The region is within Development Program to support and guide the the shared Traditional Territories of the Ktunaxa long-term growth of tourism in British Columbia. This Nation, the Sinixt Nation, the Okanagan Nation, and document presents some of the key highlights of the the Secwepemc (Shuswap) peoples. Kootenay Rockies regional strategy. It includes the Columbia River and its many tributaries along with the Columbia Wetlands — a WHO IS IT FOR? RAMSAR designated wetland of international The Kootenay Rockies Destination Development significance — as well as countless freshwater lakes. It Strategy is a guide for tourism partners as they work has a wealth of provincial parks, including some of the collaboratively to grow the visitor economy. The most visited in non-urban areas of BC, as well as four strategy will be reviewed and updated to reflect of the country’s national parks. The region boasts changing tourism objectives, priorities, and market eight destination ski resorts, as well as five developed conditions. Results will be tracked and learning hot springs resorts and several natural hot springs outcomes will inform future implementation activities, pools found in more rustic settings. thereby optimizing their eŽectiveness in increasing economic, social, cultural, and environmental benefits for the entire Kootenay Rockies region.

KOOTENAY ROCKIES | 3 1 INTRODUCTION

HALCYON HOT SPRINGS VILLAGE AND SPA WHERE DOES IT FIT? important to ensure that the strategy becomes Photo: Dave Heath embedded in local, regional, provincial, and federal The Kootenay Rockies Destination Development decision-making processes. It is only by working Strategy integrates the outcomes of four planning collaboratively, in an integrated way and with a shared area strategies — West Kootenays & Revelstoke, agenda, that the full potential of the Kootenay Highway 3 Corridor, Columbia Valley, and Highway 1 Rockies tourism region will be realized. Corridor — into one overarching regional strategy. It identifi es the key priorities within each planning area strategy which would benefi t from being advanced in AT A GLANCE an integrated way at a regional level. It is one of six regional destination development strategies that will In what follows, the distinctiveness of the destination be prepared for the province as a whole, each one is summarized, and its vision for tourism introduced. developed through the integration of its respective While acknowledging the challenges the sector faces, planning area strategies. In turn, the regional its potential for growth is set out in terms of key strategies will inform a provincial plan, thereby opportunities and experience development potential. ensuring a truly integrated and cohesive combination A consideration of the key strategies and associated of bottom-up and top-down destination planning. actions then follows. While further detail on each of these elements is available in the full strategy, they are brought together “At A Glance” to demonstrate A KEY IMPERATIVE the scope of the integrated nature of the approach being taken. The recommendations contained within the Kootenay Rockies Destination Development Strategy form the foundation for additional focused and aligned discussions regarding implementation. It will be

KOOTENAY ROCKIES | 4 2 REALIZING THE POTENTIAL

CRANBROOK A DISTINCTIVE DESTINATION Photo: Kari Medig The stunning natural assets of the Kootenay Rockies region include majestic mountains, crystal clear lakes, wetlands of international signifi cance, and several mineral hot springs. National and provincial park designations protect and make accessible many aspects of this natural heritage for visitors.

It is a place where deep, dry, and reliable snow thousands of years. While mining, forestry, supports world-class destination ski resorts, transportation, and agriculture have long been backcountry lodges, and nearby friendly towns. The important industries, tourism is increasingly being variety, distinctiveness, and appeal of the region’s recognized by residents and local governments as an natural wonders provide endless opportunitities for essential economic contributor. outdoor activities, touring, and camping. The region boasts a growing number of world class trail experiences A SHARED VISION for hiking, mountain biking, trail running, and various The vision for tourism development over the next 10 mechanized activities. years refl ects the distinctiveness of the destination A wealth of freshwater lakes and rivers provide and the ambition of its communities to ensure that opportunities for a wide range of paddling, whitewater, the Kootenay Rockies region is a world-class tourism and fl oat experiences, as well as exceptional angling. destination that oŽ ers remarkable products and experiences that are authentic, driven by visitor demand, Home to the Ktunaxa Nation, the Sinixt Nation, the exceed expectations, and align with BC’s brand. Okanagan Nation, and the Secwepemc (Shuswap) peoples, this rugged area has been inhabited for

KOOTENAY ROCKIES | 5 2 REALIZING THE POTENTIAL

FAIRMONT HOT SPRINGS “The Kootenay Rockies KEY OPPORTUNITIES Photo: Kari Medig region is a preferred four- The region faces a number of challenges, including actual and perceived safety and ease of travel; lack of season destination for infrastructure, services, and amenities to support travel quality; year-round sta‘ constraints including skillsets passionate travellers of all ages and abilities and a‘ ordable housing; land use confl icts; and environmental capacity. However, these challenges lead with a sense of adventure and a desire to to key opportunities to: discover unparalleled, accessible outdoor • Develop in a manner which respects environmental recreation and the authentic mountain health and community resilience and values • Improve actual and perceived safety and ease of travel culture unique to the Kootenay’s small within the region towns. The Kootenay Rockies region oŽ ers • Build strong, collaborative relationships throughout the region travellers from near and far the opportunity • Improve the quality of visitor infrastructure to connect both to the nature that defi nes • Improve the business climate and policy framework and sustains this place, and to the people for tourism operators • Encourage the launch of additional visitor experiences that diŽ erentiate it with their outstanding in shoulder seasons service and warm welcome to visitors as • Improve the quality and consistency of service • Recruit, train, and retain staŽ including the provision “temporary locals”. The tourism industry in of su¢ cient aŽ ordable housing the Kootenay Rockies embraces • Improve accessibility for people of all ages and collaboration, leads the world in sustainable abilities, including those with access requirements tourism, and constantly builds and nurtures relationships that accelerate the region’s success as a travel destination.”

KOOTENAY ROCKIES | 6 2 REALIZING THE POTENTIAL

BANNOCK POINT The current and future experiences that will motivate • AN ABUNDANCE OF WATER providing unparalleled Photo: Kari Medig travel and di‘ erentiate the destination with a opportunitities for angling and water-based activities compelling, sustainable visitor experience include: on the large bodies of fresh water. • THE POWDER HIGHWAY is readily accessible deep • CLUSTERS OF EXCEPTIONAL DESTINATION GOLF powder snow at a range of world-class destination ski COURSES as well as more value-oriented golf resorts; an unparalleled concentration of heli and cat courses, oŽ ering a strong combined value proposition ski operations; a wealth of backcountry lodges; and and enjoyable touring routes. accessible backcountry routes. • THE QUIRKINESS, SMALL TOWN FRIENDLINESS • BIG MOUNTAIN ADVENTURE a collection of front and the many people that call Kootenay communities and backcountry experiences — including mountain “home” and serve as a backdrop for authentic stories, biking and trail-based experiences — allowing travellers old and new. of all ages and abilities to experience camping and • A UNIQUE “SENSE OF PLACE” that not only nature (including accessible camping and hiking encompasses an abiding zen-like calm sense of opportunities). peacefulness, but also exudes a sense of discovery, • INCREDIBLE SCENIC BEAUTY accessible from the innovation, and search for adventure. window of a car, or from deep into the backcountry • A COMMITMENT TO THE ENVIRONMENT and to — whichever option the traveller prefers, with healthy living, manifested in a growing agri-tourism relatively easy access to nature and outdoor sector oŽ ering fresh organic produce, locally-sourced adventure that surrounds, inspires, and defi nes each restaurant menus and culinary experiences. moment spent here. An ideal backdrop for a picture- perfect mountain wedding. • ARTS, CULTURE, AND HERITAGE including a wealth of artists and artisans hand crafting and sharing their • HOT SPRINGS TOURING a collection of developed works; an intriguing history and heritage that and natural hot springs oŽ ering visitors a complete embraces cultural diversity; a growing number of range of experiences including full-service resort, spa, Indigenous cultural experiences; and festivals and and wellness services and amenities, either on-site or events celebrating a range of interests all year long. in neighbouring towns. • HIGHWAY TOURING the appeal of relaxed and scenic drives along the Highway 1 and Highway 3 corridors with multiple places to stop enroute, featuring the uniqueness of each community along the corridors, incredible scenic beauty, healthy ecosystems, easy access to outdoor adventure, and a growing inventory of trail-based infrastructures.

KOOTENAY ROCKIES | 7 3 AT A GLANCE

VISION STATEMENT The Kootenay Rockies region is a preferred four-season destination for passionate travellers of all ages and abilities with a sense of adventure and a desire to discover unparalleled, accessible outdoor recreation and the authentic mountain culture unique to the Kootenay’s small towns. The Kootenay Rockies region o‘ers travellers from near and far the opportunity to connect both to the nature that defines and sustains this place, and to the people that di‘erentiate it with their outstanding service and warm welcome to visitors as “temporary locals”. The tourism industry in the Kootenay Rockies embraces collaboration, leads the world in sustainable tourism, and constantly builds and nurtures relationships that accelerate the region’s success as a travel destination.

THEME 1 IT’S IN OUR NATURE: OUR NATURE DEFINES US

TREAD LIGHTLY PLAN WELL FOCUS ON SHARED RESPOND TO CLIMATE SEEK GLOBAL RECOGNITION STEWARDSHIP CHANGE Develop, promote, and communicate Map the relationship between areas Research the experience of other a code of conduct which exhorts of high-use and high-sensitivity to Collaborate with Provincial Ministries Within the context of a climate destinations at home and abroad in residents and visitors to respect the better inform land management and Indigenous groups to develop a action task force, work with the developing accreditation programs environment, behave responsibly, planning processes, and the land and water management Province to develop an agreed for sustainable tourism. Develop a and stay safe. Ensure that the code is appropriate siting and development framework. Recognizing the approach to climate adaptation and regional sustainability charter and, in informed by best practices, is of visitor infrastructure. Consolidate contribution that tourism makes, mitigation. Share the lessons learned exploring options for pursuing inclusive in its approach, and is widely planning area maps to gain a regional develop an appropriately-funded from best practices globally with the international accreditation, pilot a distributed. Develop and perspective, which can be used to model of shared stewardship and tourism industry, keep visitors program with a number of operators. communicate key messages guide both public and private sector enforcement which protects the informed, and profile this issue within regarding invasive species education investment decisions. Ensure key environment, mitigates usage the annual regional tourism and eradication. resource roads are maintained. impacts, reconciles competing land conference. use, and provides certainty for tourism development.

CREATE EXCEPTIONAL TRAILS RESOURCE THE EFFORT FILL THE GAPS MORE NIGHTS PROMOTE UNIVERSAL UNDER THE STARS ACCESSIBILITY In continuing to support the Work together to secure the funding Conduct an inventory of current development of the trail network, and volunteer support required to experiential oŽerings and Expand high season camping Continue to work with Spinal focus on trails which oŽer a regional develop and maintain the trail infrastructure within, between, and capacity in strategic locations (Parks Cord Injury BC to understand the mix of iconic experiences and meet network. Informed by research of outside of communities to identify Canada, provincial parks, Rec, Sites priorities for enhancing access for all. the needs of all target markets, ages, what happens elsewhere, identify existing gaps. In addressing gaps, and Trails, potential new municipally- Secure a Regional Accessibility and abilities. Develop at least one potential sources of funding through, promote investment opportunities owned campgrounds) and review Specialist to audit the accessibility of iconic trail experience in each for example, oŽ-road vehicle for the public and private sectors seasonal opening and closings. attractions and services, promote the community, and continue to support licensing fees, and recommend to develop additional experiences Encourage greater overall occupancy concept of Universal Design amongst trail building and maintenance of the funding mechanisms. where needed. and promote investments in operators and providers, and make highest standard. infrastructure to support ready-to- recommendations for improving the camp experiences. accessibility of the tourism product for visitors of all abilities.

KOOTENAY ROCKIES | 8 3 AT A GLANCE

THEME 2 MANY VOICES, ONE STORY: OUR PEOPLE DIFFERENTIATE US

SUPPORT INDIGENOUS PROMOTE CULTURAL AUTHENTIC COMMUNICATION MADE TO MEASURE SHOWCASE AND CELEBRATE TOURISM AWARENESS Within the context of building Under the guidance of DBC Review the current calendar of In collaboration with Kootenay In building relationships between all relationships with representatives of Research Services, develop and events, noting the distinction Rockies Tourism, the Indigenous First Nations communities, local each First Nation, identify implement a consistent, easy-to-use between those which have the Tourism Association of British communities, and tourism operators, opportunities for cultural sharing methodology for measuring and capacity to motivate travel and those Columbia, and the Province, provide Indigenous cultural as an integral part of the visitor communicating the economic, social, which are more community focused. secure a regional resource to work awareness training, including experience. Work collaboratively with cultural, and environmental value of Establish an annual festival & events with the Ktunaxa and other First protocols for engaging with the the Ktunaxa to incorporate, where tourism in each community, and forum to optimize the timing of key Nation communities in supporting Ktunaxa. appropriate, oral histories across the region. Pilot the approach events. Identify opportunities to the development of and place names into interpretation in several communities before create strategic motivational events Indigenous tourism. and signage. mainstreaming it across and build event planning, the region. coordination, and volunteering capacity across the region.

POOL RESOURCES ATTRACT AND RETAIN ACCOMMODATE TAILOR AND TRAIN REMARKABLE AND SUSTAIN BY DESIGN Explore ways to support year-round Run regional campaigns to raise Match industry needs with the staŽ retention within, and between, awareness of tourism career Within the context of the capacity of educational institutes to Encourage all tourism experience communities by exploring and opportunities and attract prospective development of local and regional deliver relevant skills. Raise providers in the region to participate piloting a cross-season/cross- tourism industry workers from within workforce strategies, establish awareness of training opportunities in Destination BC’s Remarkable business job pool. Investigate the and beyond the province. Build the right balance between the on oŽer, and provide tailored, Experiences program. Initiate the possibility of pooled liability insurance awareness of tourism employment need to regulate short term/sharing aŽordable, on-site training to existing process of establishing a baseline to programs for land-based and opportunities in tourism in economy rentals with a critical tourism businesses. Include advice measure the quality of the visitor water-based activity operators, Indigenous communities. need to accommodate on export-readiness, and on how experience. transportation/shuttle operators, and industry employees. best to serve travellers from other tourism experience providers. emerging markets.

EMPOWER THE AMBASSADORS Enable visitor centres, front-line staŽ, and residents to take advantage of product familiarisation initiatives and participate in broader resident and cross-industry education programs, thereby equipping them to become ambassadors for the destination.

KOOTENAY ROCKIES | 9 3 AT A GLANCE

THEME 3 STRONGER TOGETHER: OUR COLLABORATION ACCELERATES US

ADVISE AND CHAMPION MONITOR AND MANAGE ADVOCATE AND ENABLE Harness the capacity of the Kootenay Rockies Regional Provide on-going liaison and support to the project management Consolidate the eŽorts of those sectors actively engaged Destination Management Committee to advise on regional eŽorts and monitor progress in each of the in lobbying government through the creation of a regional destination development issues and champion the promotion of four planning areas (West Kootenays and Revelstoke, advocacy coalition. Facilitate inter-industry and cross-ministry local and regional tourism. Facilitate the communication and Highway 3 Corridor, Columbia Valley, Highway 1 Corridor) dialogue to identify key issues, aŽected stakeholders, review of the 10-year regional destination development strategy in the implementation of catalyst projects and high and appropriate responses. and oversee its implementation. priority actions.

KEEP MOVING GIVE THE ALL CLEAR ACT IN CONCERT Within the context of a regional multi-modal transportation Work collaboratively with key partners in transportation and the Develop a source of best practice policies and practices for local committee, prioritize options for developing a cohesive, emergency services to provide timely and accurate information and regional governments keen to provide a supportive aŽordable, and reliable transportation network throughout the about incidents aŽecting travel. Ensure follow-up environment for tourism. Work collaboratively with Parks region that works for visitors and residents alike. Advocate on a communication in terms of what’s “open for business” is aligned Canada to ensure park amenities respond to visitor needs. range of issues from air access to tra¢c management, and within and across provincial boundaries in order to reassure Explore the potential of Agricultural Land Reserve lands for avalanche risk management infrastructure to visitor informed travellers about their travel plans. tourism use. signage, and cell service to shuttle services.

KOOTENAY ROCKIES | 10 4 GEARING UP

BURGESS MOUNTAIN PASS SUCCESS NETWORKS FRAMEWORK Photo: Destination BC This strategy is intended to inform The strategy presents the destination actions for the future, which over development objectives using a time may be embedded in local, consistent framework to determine regional, and provincial decision- the prioritization of each objective, making processes. The result will be and the relative timing for an integrated system of priorities to implementation. Objectives with a achieve better development decisions, provincial or regional scope are drive greater tourism revenues, and identifi ed as well and will inform the realize benefi ts for businesses and regional and provincial destination communities in the Kootenay Rockies development strategies. tourism region. All of this will contribute to a thriving, vibrant, and growing economy. Value High

1.QUICK 2.LONGER TERM Joint strategy ownership among all WINS ACTIONS regional area tourism partners is a (2019–2022) ˆ2023‰2029Š critical component of this program’s success. The strategy identifi es a suggested success network of tourism partners to champion and move 3.SET ASIDE 4.LEAVE OUT UNTIL OF STRATEGY,

actions within each objective forward. Value Low RESOURCES REEVALUATE ALLOW IN FUTURE

Low Complexity High Complexity

KOOTENAY ROCKIES | 11 4 GEARING UP

ST EUGENE GOLF RESORT CASINO CATALYST PROJECTS Photo: Kari Medig The following 19 actions were identifi ed as catalyst projects for immediately moving the strategy into implementation.

It’s in Our Nature: Our Nature Defi nes Us • Work collaboratively to create and communicate tourism industry and that it is adequately funded, a code of respectful and safe conduct and a and will provide environmental protection, shared story (including invasive species education) mitigate usage confl icts (human and wildlife), for front, mid, and backcountry, to educate both manage inter-industry uses, and provide reasonable residents and visitors; distribution should be certainty for tourism development, motorized and both to public recreationalists, and also to visitors non-motorized use, public and commercial via operators. recreation uses, and maintenance of viewscapes. • Collaborate with stakeholders to build awareness • Create a climate action task force and work of the value of the tourism industry, and to create together with the Province to develop an a regional master planning area map of high-use approach to climate change adaptation and areas and high-sensitivity areas (land and water), mitigation, to be used to educate the industry to be used to inform land management planning and visitors, and to share best practices. processes, and other plans for infrastructure • Participate in the development of a regional development in these areas (e.g., rest stops, sustainability charter and seek sustainable lookouts, washrooms, parking for private vehicles/ destination accreditation by an internationally- buses, bike racks, signage, water access, boat recognized body. launches, marinas, shelters, wi-fi and connectivity, accessibility considerations, invasive • Support the development of a wide range of species cleaning stations, etc.). trail-based experiences and trail network enhancement within, and between, communities • Work collaboratively with Provincial Ministries in the region. Identify and invest in at least one and Indigenous groups to develop a process and a iconic trail experience in each community in the land and water management framework leading region. Ensure continued support for existing to a shared stewardship and enforcement model iconic trails. that recognizes the signifi cant contribution of the

KOOTENAY ROCKIES | 12 4 GEARING UP

RED MOUNTAIN RESORT • Work collaboratively to identify • Secure resources and working • Create a regional advocacy coalition Photo: Ashley Voykin sustainable funding for trail together with Destination BC to consolidate the voice of the many development and maintenance to Research Services, implement a small sectors actively engaged in support eŽ orts of local volunteers. consistent methodology to measure lobbying government, and to • Support improved accessibility of and communicate the economic, facilitate work with Tourism Industry infrastructure, trails, businesses, social, cultural, and environmental Association of BC. Continue and services for visitors of all ages value of the tourism industry in each dialogue between tourism and other and abilities. community, and across the region. industries, and between tourism • Convene an annual festival & events industry and various Ministries. Many Voices, One Story: Our People forum to optimize the nature and • Create and participate in a regional Di‘ erentiate Us timing of key events. Support multi-modal transportation regional capacity building for event committee to strategize on the • Work together with Kootenay planning and coordination. multi-modal transportation options Rockies Tourism, Indigenous and priorities to be pursued to Tourism BC, and the Province to • Continue to investigate and pilot customized approaches to achieve a cohesive, aŽ ordable, and secure a regional resource within reliable transportation network Kootenay Rockies Tourism to work create a cross-season/cross- business job pool to support throughout the region, that with the Ktunaxa and other First addresses the needs of visitors and Nation communities, and to support year-round staŽ retention within, and between, communities. workers moving between and around Indigenous tourism development. communities. • Conduct Indigenous cultural • Design and execute regional campaigns to promote tourism career • Work collaboratively with Drive BC/ awareness training, including AB, emergency responders, RCMP, protocols for engaging with the awareness and labour attraction from in and out of province. and the Ministry of Transportation Ktunaxa, and continue to build to align communications within, and relationships between all First across, provincial boundaries in Nations communities, local Stronger Together: Our Collaboration order to ensure positive and ‘open communities, and tourism operators. Accelerates Us for business’ facts are promoted as • Continue to work collaboratively • Continue to leverage the Kootenay well as accurate, factual, and timely with the Ktunaxa to incorporate oral Rockies Regional Destination information regarding incidents. histories and place names into Management Committee as an interpretation and signage where advisory group for regional they deem appropriate. destination development issues, and as champions in each community and sector.

KOOTENAY ROCKIES | 13 Read the Kootenay Rockies Destination Development Strategy or reach us at: LOOKING DESTINATION BC [email protected]

MINISTRY OF TOURISM, ARTS, AND CULTURE FOR MORE [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC [email protected] INFORMATION? KOOTENAY ROCKIES TOURISM [email protected]

FRONT COVER PHOTO: FERNIE, Kari Medig

BLANKET CREEK Photo: Ryan Creary

KOOTENAY ROCKIES | 14