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Download File Hamilton Halton Brant Regional Tourism Association Stakeholder Report OCTOBER 2012 TO MARCH 2014 About the Hamilton Halton Brant Regional Tourism Association The Hamilton Halton Brant Regional Tourism Association (HHBRTA) is an independent, industry- led, not-for-profit organization responsible for working with tourism partners to enhance and grow this region’s tourism products and marketing activities. As part of the 2009 Tourism Competitiveness Study, the Province of Ontario approved the formation of a new tourism regional structure. A total of 13 Regional Tourism Organizations (RTOs) were developed in Ontario. The creation of tourism regions came with the intent of increasing visitors, generating more economic activity and creating more tourism jobs. The boundaries of each RTO were developed with extensive consultation and submissions from industry partners with the intent of sustainability, capturing unique product clusters and integrating existing brands and partnerships. Get Involved To receive regular updates on HHBRTA’s initiatives, including upcoming marketing opportunities, training workshops, and relevant tourism industry news, sign up for our partner e-newsletter at: www.hamiltonhaltonbrant.com/contact/newsletter-sign-up If you are interested in exploring becoming a member of our Board of Directors or serving as a representative on one of the Committees, please forward an expression of interest letter to: Maria Fortunato, Executive Director Hamilton Halton Brant Regional Tourism Association Lister Block: 28 James St. North, Ground Floor - Unit 155 Hamilton, Ontario L8R 2K1 email: [email protected] www.hamiltonhaltonbrant.com 2 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 A Message from our Board Chair On behalf of the Board of Directors, our Advisory Committees and the Hamilton Halton Brant Regional Tourism Association (HHBRTA) staff, I am pleased to present this 2013-14 Stakeholder Report. As a board, we hold firm in our belief that the communities within Hamilton Halton Brant’s boundaries represent an extremely compelling tourism destination and we’re confident that the investments being made combined with the efforts being undertaken in workforce development, product development and marketing will help evolve tourism in the region to become a significant economic driver by 2020. Hamilton Halton Brant has a great story to tell and thanks to the efforts of the HHBRTA and stakeholders like you, that story is engaging a whole new audience of potential visitors for our businesses. We’re pleased with results from the efforts that have been made to date, and look forward to writing the next chapter with you. Sincerely, Vic Prendergast, Board Chair Hamilton Halton Brant Regional Tourism Association Executive Director’s Message As I look back on the progress that’s been made since the HHBRTA’s inception, I think we can all feel good about how far we’ve come in establishing the framework of our organization and implementing the directives of the tourism strategy that was developed to guide our efforts. Any good road trip starts with the basics: packing the trunk, getting the car tuned up, filling the tank with gas. The projects we undertook in our first year were similarly focused: creating our brand, developing our product, building our visitor website, determining stakeholder training needs. The successful completion of this foundational work allowed us to turn the key and set out on our journey during the last 18 months with some really exciting results, which you’ll read about on the following pages, including: • Reaching out to the tourism industry, listening to their needs and responding with a portfolio of relevant training opportunities that have had a direct impact on over 200 people • Assisting tourism stakeholders in accessing over $140,000 in additional funding to heighten the region’s visitor experiences • Working with partners to package our region’s signature product into four truly unique Authentic Experiences • Prioritizing and positioning our tourism product into focused outdoor and culture campaigns Looking at our plans for the year ahead, I am excited about the next phase of this road trip, when we’ll be merging onto the highway and reaching full speed as we execute our workforce development, investment development, product development and marketing plans. We’re so glad you’ve joined us for the ride. Maria Fortunato, Executive Director Hamilton Halton Brant Regional Tourism Association Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 3 Workforce Development HHBRTA is committed to playing a role in facilitating training and development opportunities for tourism and industry stakeholders throughout the region. Key Workforce Development Accomplishments OctobeR 2012 – MARcH 2014 Looking ahead Developed and conducted 16 complimentary half-day training workshops focused on customer service, Stay up-to-date on marketing, tourism packaging, social media e-marketing our 2014/15 training and Celebrate Ontario funding. series. Learn more at www.hamilton- haltonbrant.com/ Engaged 216 tourism and industry partners through projects/workforce- these workshops. development Tourism Investment HHBRTA is committed to ensuring that the tourism funding allocated to the region is invested to build, enhance and increase returns for the regional tourism industry. Key Tourism Investment Accomplishments OctobeR 2012 – MARcH 2014 Worked with Hamilton and Milton partners to develop a 2015 Pan/Parapan Am Games Strategy and Action Plan for the region and prioritize related tourism initiatives, sources of funding and partnership participation. Secured an additional $142,848.90 of additional tourism investment for 31 different tourism stakeholders through the Ministry of Tourism Partnership Funding initiative, which helped support: City of Hamilton’s War of 1812 – 1814 initiatives Velo Quebec’s Grand Tour Desjardins cycling event Chiefswood National Historic Site’s E. Pauline A fourteen-partner outdoor adventure campaign, Johnson exhibit and related events which included major brand building initiatives Six Nations Tourism’s Grand River Nature at the Toronto Sportsman’s Show and Outdoor Trail signage Adventure Show Landscape Ontario’s Flora Niagara initiative An eight-partner initiative to help position the region as a Pan Am Games hub that includes the African Lion Safari’s Wake Up The Wild creation of a visitor website hub visitor experience A Grand River Access Improvement Project Municipal Region of Halton’s Pumpkin Trail map distribution 4 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 Product Development HHBRTA’s product development initiatives have been strategically qualified to build the regional visitor experience brand. These efforts are focused on the region’s diverse outdoor, culture and heritage tourism product offering. Key Product Development Accomplishments OcTOBeR 2012 – MARcH 2014 Worked with partners to create and launch four Authentic Experience packages: Voyage Into Paradise Voyage Into Paradise is a two-day, two- night luxury Grand River and Cootes Paradise paddling experience featuring a Behind canada’s guided Voyageur Canoe trip, First Nations Legendary Links storytelling, music and dance and a Cootes Paradise behind-the-scenes During the 2013 RBC Canadian canoe tour of the world-famous Royal Open the Behind Canada’s Botanical Gardens. Legendary Links experience provided visitors with a Wake Up The Wild behind-the-scenes look at Glen Abbey’s media centre, The Wake Up The Wild experience allows tournament operations, visitors to go “behind the scenes” at African driving range and signature Lion Safari on a privately guided tour with holes. Guests enjoyed the a Game Warden to witness the morning full clubhouse experience at routines of some of the park’s most Golf Canada House including majestic animals. food, drink and a great view of amazing golf, as well as a personal tour of the Bruce Trail Waterfall Walks Canadian Golf Hall of Fame and Museum, and a photo Bruce Trail Waterfall Walks showcases opportunity with the 1904 the region’s waterfalls, scenic vistas, Olympic Trophy and the RBC Carolinian forests and the natural beauty Canadian Open Trophy. of the Niagara Escarpment on two-day or fi ve-day guided hikes that highlight locally sourced cuisine and include luxury accommodations. Ongoing representation of tourism stakeholders on the Hamilton/Burlington Trail Council and Cootes to Escarpment Parks System in an effort to enhance the region’s hiking and outdoor tourism experiences. Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 5 Product Development Key Product Development Accomplishments OctobeR 2012 – MARcH 2014 CONT. In 2013, as part of the launch of In 2013, the Red, White and True campaign, partnered with piloted the Canadian Heritage the Regional Passport, which promoted special Municipality of Supported Hamilton offers worth over $400 from 17 Halton to support in marketing efforts operators, with a print distribution the development related to the 2013 total of 100,000 through multiple and launch of Bicentennial Tall channels. It was featured in the Globe their Pumpkin Ships 1812 Tour. & Mail’s Explore Ontario, the Toronto Trail, a new Star, the Attractions Ontario Culture agri-tourism & Heritage Passport, the Hamilton experience for Spectator and as a five-page feature
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