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SUNSHINE COAST DESTINATION DEVELOPMENT STRATEGY DESTINATION BC Heather Boyd MANAGER, VANCOUVER, COAST & MOUNTAINS and INDUSTRY PROGRAMS [email protected]

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SUNSHINE COAST DESTINATION DEVELOPMENT STRATEGY DESTINATION BC Heather Boyd MANAGER, VANCOUVER, COAST & MOUNTAINS and INDUSTRY PROGRAMS Heather.Boyd@Destinationbc.Ca SUNSHINE COAST DESTINATION DEVELOPMENT STRATEGY DESTINATION BC Heather Boyd MANAGER, VANCOUVER, COAST & MOUNTAINS AND INDUSTRY PROGRAMS [email protected] Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC Tracy Eyssens CEO 604 921 1070 [email protected] MINISTRY OF TOURISM, ARTS AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] SUNSHINE COAST TRAIL SUNSHINE COAST | 2 Photo: Andrew Strain TABLE OF CONTENTS I. EXECUTIVE SUMMARY 1 c. Guiding Principles for Destination Development a. Distinctive Destination for the Sunshine Coast d. Motivating Experiences b. Distinctive Direction for the Sunshine Coast e. Development Themes II. ACRONYMS 3 f. Interaction of Development Themes and Motivating Experiences 7. STRATEGY AT A GLANCE 27 1. FORWARD & ACKNOWLEDGEMENTS 4 8. STRATEGIC PRIORITIES 28 2. INTRODUCING THE STRATEGY 6 a. Objectives & Actions a. Program Vision and Goals Theme 1: Improve Transportation To, From and Within b. Purpose of Strategy the Sunshine Coast c. A Focus on the Supply and Experience Theme 2: Attract, Retain and Train Skilled Workers d. Methodology and Provide Job Growth e. Project Outputs Theme 3: Enable Tourism Business Success and Viability Theme 4: Manage the Destination Collaboratively 3. ALIGNMENT 10 Theme 5: Implement Product Development and Experience Enhancement that Cultivate a Unique Sense of Place 4. SUCCESS NETWORK 12 Theme 6: Enhance the Quality of Services and Experiences 9. IMPLEMENTATION FRAMEWORK 55 5. A DISTINCTIVE DESTINATION — OVERVIEW OF THE SUNSHINE COAST 14 a. Catalyst Projects a. Geographic Description of the Area b. Provincial and Regional Priorities b. Description of the Population base, Communities c. Funding Programs included and First Nations c. Description of Economy Base — Historical and Current 10. MEASURING AND MONITORING SUCCESS 60 d. Overview of Tourism Performance e. Key Visitor Markets 11. APPENDIX 61 a. Appendix 1: Overview of Planning Process f. Summary of Key Strengths, Challenges and Opportunities b. Appendix 2: Vision Story g. Experience Potential c. Appendix 3: Planning Considerations 6. A DISTINCTIVE DIRECTION d. Appendix 4: Objectives by Priority and Implementation Timing — THE DIRECTION FOR THE STRATEGY 21 e. Appendix 5: Alignment Details — plans reviewed a. Vision b. Goals TABLE OF FIGURES FIGURE 1: Tourism Revenue Drivers 11 FIGURE 9: BC Ferries Passengers from Horseshoe Bay FIGURE 2: Five Dimensions of Supply — the Visitor Experience 12 and Little River, Annual, 2008-2015 19 FIGURE 3: Project Timelines 12 FIGURE 10: Visitor Characteristics — Visitor Centre Parties, Market Origin, 2015 19 FIGURE 4: Planning Areas in BC 14 FIGURE 11: Sunshine Coast Visitor Parties, Trip Length, 2015 20 FIGURE 5: Levels of Destination Development Planning 15 FIGURE 12: Interaction of Development Themes and FIGURE 6: Key Governmental and Management Organizations 16 Motivating Experiences 28 FIGURE 7: Room Revenue, 1995–2010 18 FIGURE 8: SCRD Room Revenues, 2006–2010 18 FRONT COVER PHOTO: TIN HAT MOUNTAIN, Andrew Strain (C) 2017 — Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this document. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. EXECUTIVE SUMMARY A. DISTINCTIVE The Sunshine Coast planning area Sunshine Coast’s economic stretches from northwest of Langdale dependency from resource-based DESTINATION along 180km of land to north of Lund sectors to a more diversified portfolio. to Bliss Landing, Desolation Sound and While there are few performance FOR THE waterways to the northern tip of Toba indicators for the tourism industry at a SUNSHINE COAST Inlet. It encompasses the jurisdictions local level, there was a regional estimate of the Sunshine Coast Regional of $77.6 million spent by travellers in 2007. District, the Powell River Regional District and includes the following The Sunshine Coast’s largest visitor islands: Gambier, Keats, Nelson, Hardy, base is the BC resident primarily from Thormanby, Texada, Lasqueti, Harwood the Lower Mainland and Vancouver (Tla’amin Nation land), and Savary. The Island. The Sunshine Coast has Sunshine Coast is accessible by ferry, identified three distinct selling airplane and floatplane. propositions: There are approximately 50,000 1. A string of rural, ocean-side people residing on the Sunshine Coast. communities The Sunshine Coast includes four First 2. Outdoor Adventure, and Nations communities of skwxwú7mesh Nation, shíshálh Nation, Tla’amin 3. Arts, Culture and Heritage Nation, and Klahoose Nation, and the three municipal communities of the Traditional major attractions for the Town of Gibsons, District of Sechelt, area include Skookumchuck Narrows and City of Powell River. Provincial Park, Desolation Sound Marine Provincial Park, Princess Louisa Historically, Sunshine Coast Inlet and Savary Island. Additional communities relied heavily on the tourism features include the unique forest industry. More recently, tourism, coastal communities, inlets and recreation opportunities, and an influx waterways; trails; a rich tapestry of of retirees have begun to shift the artisans, art galleries, cultural festivals, SUNSHINE COAST | 1 and events; exceptional outdoor FROM OUR YEAR- recreation such as hiking, mountain biking, and fishing; and easy access to ROUND VISITOR resorts and cabins. ECONOMY. WE HAVE The experiences identified below have VIBRANT COASTAL potential as iconic products for growth: COMMUNITIES AMID • Indigenous cultural tourism EXCEPTIONAL OUTDOOR • Sunshine Coast Arts Crawl ADVENTURES. WE • Sunshine Coast Trail and Suncoaster Trail ATTRACT RESPECTFUL • Backcountry alpine hiking like the VISITORS WHO LIKE TO South Powell Divide DISCOVER AND • Mountain biking including the Coast Gravity Park and Duck Lake Trails UNDERSTAND MORE • Boating including Desolation Sound ABOUT OUR LAID-BACK and Princess Louisa Inlet PACE OF LIFE AND THE • Rock climbing in the Eldred Valley WILD, NATURAL PLACES • Wildlife viewing along inlets and waterways THAT NOURISH US. • Diving with over 100 dive sites Four destination development goals have been identified: • Health and Wellness highlighting the George Health & Wellness Centre 1. Increase the total contribution of the and spas visitor economy • Foraging and Culinary 2. Enhance the overall visitor experience of the Sunshine Coast as a preferred B. DISTINCTIVE The vision for the Sunshine Coast is travel destination for key markets aligned to existing planning frameworks DIRECTION and tied to the aspirations of what types 3. Strengthen the business climate of destination tourism partners the 4. Strengthen a unified Sunshine Coast FOR THE Sunshine Coast would like to be within tourism industry by working together SUNSHINE COAST 10 years: These four goals will support the two WE ARE A UNIFIED common provincial goals: SUNSHINE COAST, 1. Lead Canada in growth of overnight WORKING TOGETHER TO visitor expenditures, and INCREASE THE SOCIAL, 2. Secure the highest Net Promoter Score in North America CULTURAL, AND ECONOMIC BENEFITS SUNSHINE COAST | 2 ACRONYMS The unique selling propositions that set the Sunshine Coast AEST Ministry of Advanced Education, area apart have been identified as the motivating experiences Skills & Training to support in destination development planning: AGRI Ministry of Agriculture 1. A string of rural, ocean-side communities CDMO Community Destination 2. Outdoor Adventure Marketing Organization 3. Arts, Culture & Heritage DBC Destination British Columbia DC Destination Canada Specific experiences identified for development include: DMO Destination Marketing Organization • Indigenous Tourism • Arts, Culture, Festivals and Events DDS Destination Development Strategy • Trails – Hiking, Mountain Biking, Marine EDUC Ministry of Education • Touring – Vehicle, Cycling, Motorcycles ENV Ministry of Environment • Boating/Marinas & Climate Change Strategy • Natural Asset Utilization (e.g., wildlife viewing FIN Ministry of Finance and other outdoor experiences) FLNR Ministry of Forests, Lands, Natural • Sustainable Culinary Experiences Resource Operations & Rural • Health and Wellness Development • Sport Tourism IRR Ministry of Indigenous Relations and Reconciliation Six destination development planning themes have been identified to focus strategic efforts against strengthening ITBC Indigenous Tourism Association of British Columbia the Sunshine Coast as a destination. JTT Ministry of Jobs, Trade & Technology 1. Improve transportation to, from and within the Sunshine Coast MRDT Municipal Regional District Tax 2. Attract, retain and train skilled workers and provide OCP Official Community Plan job growth RDMO Regional Destination 3. Enable tourism business success and viability Marketing Organizations RMI Resort Municipality Initiative 4. Manage the destination collaboratively SCT Sunshine Coast Tourism 5. Implement product development and experience enhancement that cultivate a unique sense of place and, SCRD Sunshine Coast Regional District 6. Enhance the
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