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.

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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 – 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 ’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 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 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 in the area. a commemorative publication called March in Time – War of 1812.

Created the Hambur Loop, a signature Partnered with Landscape Ontario, cycling route that will drive new cycling Royal Botanical Gardens, Niagara Parks business to Hamilton and Burlington Commission and the Tourism Partnership and help position the region as a prime of Niagara to help evolve the pan-regional cycling destination. Garden Tourism product offering.

Continued support of the Grand River Access Improvement Project, a joint effort with Regional Tourism Served as a voice to the region’s tourism Organizations One and Four to improve stakeholders by participating in the the Grand River visitor experience. development of Hamilton’s live music strategy with the intent to leverage the live music product across the region.

6 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 Marketing Ongoing marketing efforts continue to focus on achieving results related to the following seven objectives:

• Increasing the number of same-day and overnight visitors to the region, as well as the proportion of overnight visitors • Increasing length of stay in roofed accommodations in the region • Increasing the yield per visitor • Improving consumer perceptions of the region • Positioning authentic regional experiences and key demand generators as identifiers of the destination and the brand • Linking and clustering experiences within the region • Enhancing partner marketing strategies and tactics in a manner that complements, and doesn’t duplicate, partner efforts

7 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 Marketing

Key Marketing Accomplishments October 2012 – MARCH 2014

Reaching out to new audiences

Worked with the Ontario Tourism Full-page story Toronto Star Marketing Partnership Corporation and advertisement advertisement in (OTMPC) to enhance relationship in Toronto Star July 2013. Canada building, including sharing key reached an Day Supplement Hamilton Halton Brant destination audience of reached an messaging with 300,000 segmented 346,000 in August audience of subscribers through four OTMPC 2013. 346,000. e-blasts in 2013.

Launched the Red, White & True Ran full-page ads in the Festival and campaign and the Canadian Heritage Events Ontario Guide, Attractions Passport in a War of 1812–14 Ontario Cultural Passport and OTMPC advertisement in a Globe and Mail Ontario Magazine for a total print Explore Ontario Supplement distribution of nearly 1.5 million, plus reaching an audience of 204,000 online and tablet versions (2012 and 2013). in May 2013.

Arts supplement advertisement in Sent a team of representatives with printed Toronto Star in collateral to engage with and educate potential visitors October 2012 at high-traffic consumer events, including: reached an audience • OTMPC’s Discover Ontario event at Dundas Square of 346,000. event in June 2012 and 2013. • Grand River Pow Wow in July 2013. • Union Station Activation in July 2013. • Hamilton’s in September 2012 and 2013.

8 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 Growing our marketing base Networked with media at the Grew consumer database for Travel Media Association e-marketing initiatives from 2621 of Canada’s annual (OCT 2012) to 11420 (MAR 2014) conference and hosted a opt in subscribers. Utilize ongoing series of group and individual product focused contesting to assist media visits that resulted in database building. in positive media coverage about the region’s tourism opt in product and partners in consumer % newspaper articles and database 336 blog posts

Grew social media audiences including: “Feeling as though you’re truly far Facebook “likes” from 2028 (OCT 2012) to away from anything is not something 19630 (MAR 2014); Increased number of that can be said very often, but that’s exactly what I felt while on the Grand Twitter followers from 1038 (OCT 2012) River. As a life-long city guy, it’s great to 2259 (MAR 2014). when I can escape the city, even if it’s just for a day, to enjoy the tranquility facebook % of the great outdoors.” audience 868 — Mississauga Life Spirit of the City blog twitter % “I have to say that, from a teacher’s audience 118 standpoint, this guided tour along the Grand River is so worth it simply for its educational value alone.” — Toronto Teacher Mom blog Launched a new consumer website in OCT 2012 which has attracted over a quarter of a million visits to date and referrals to partner websites of nearly 24,000. “One of my favourite day trips we did was a 3 hour canoe trip down the Grand River in Paris, Ontario with a tour company called Treks in the Wild.” 250,000+ — Creative Mama on a Dime Blog visits to new consumer website (oct 2012 to mar 2014)

Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 9 Positioning Hamilton Halton Brant as a prime outdoor adventure destination Development of a campaign brand HHBRTA took an unprecedented, partnered approach to leverage Ministry for HHB: “Nature of Tourism Partnership funding combined with our core marketing dollars Unexpected”. ($125,000+) to create a new year-round marketing campaign to help position Hamilton Halton Brant as an ideal outdoor adventure destination. The campaign launched in February 2014 and will continue through fiscal 2014/15 with tactics including: Ongoing paid advertising schedule Exclusive sponsorship of the Outdoor Adventure to drive traffic to the Area at the 2014 Toronto Sportsman Show (February website. 2014), which included a new interactive 50-ft x 50-ft interactive paddling pool and a partnered 1000 sq ft exhibit space and garnered media coverage on City TV’s Breakfast Television, The Weather Network, CHCH Morning Live, Use existing HHB opt in Zoomer Radio AM 740, CP24. database and utilize new outdoor-product focused contesting grow the Creation of a new outdoor adventure microsite, outdoor database for www.ourtruenature.ca featuring the region’s Places, ongoing e-marketing Experiences, Trip Ideas and Special Offers. featuring partner offers.

Developed the 32-page Hamilton Halton Brant ‘Nature Unexpected’ Adventure Guide, which features an overview of the region’s outdoor product, trip ideas and special offers; 75,000 guides printed for distribution throughout spring and summer 2014.

Engaging Group Tour Operators to Develop Qualified Distribution Channels Developed new Group Tour marketing tools, including a Group Tour Planner and an online portal to compliment a face-to-face meeting strategy designed to educate and excite group tour operators about Hamilton Halton Brant as a group tour destination, to increase overnight and multi-day visits:

GTA, Windsor, London Receptive 2012 OMCA Familiarization Western New York 2013 Operator sales Tour in partnership with Sales Mission with five visits in 2012 Tourism Waterloo. sub-regional DMOs. and 2013.

Tour Operator Regional March 2014 Receptive Operator led Familiarization Tour and Heartland Travel Showcase in Showcase, May 2013. Toledo, Ohio.

10 Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 Board of Directors

HHBRTA’s Board of Directors is comprised of a multi-disciplined group with extensive experience in the tourism sector. We look to our board for strategic guidance, policy development, fiscal approval and active engagement in HHBRTA project deployment. Tenure for Board of Directors and Chair positions is three years. In addition to their responsibilities, our directors participate in a variety of committees that include: Governance & Nominating, Finance & Audit (Board Committees) and on Marketing & Product Development (Operational Committee - Executive Director Chairs).

Vic Prendergast, Pam Belgrade Edith Styres Board Chair, Member, Executive Director, Six Nations Tourism Brantford Tourism Advisory Tourism Burlington Julie Sutton-Yardley Committee Gord Langford Visitor Services Coordinator, Robert Hall Past Chair, Halton Regional Museum Owner, Robert Hall Originals Tourism Burlington, Susan Monarch Burlington Chamber of Lorna Zaremba Manager of Tourism and Commerce board member General Manager, Creative Industries, Theatre Aquarius Karen Hewson City of Hamilton Managing Director of Larissa Ciupka Karen O’Grady Membership and Heritage Instructor, , Special Projects and Services, Golf Canada Recreation and Leisure Business Development, Services Program Satish Palasseri African Lion Safari General Manager, Nicole Drake Oakville Quality Suites, Acting Manager, Oakville Tourism Partnership Tourism Brantford

Hamilton Halton Brant Regional Tourism Association Staff

Maria Fortunato Bev Scott Executive Director Marketing and Sales, Group Tour and F.I.T. Adrienne Carter Angelica Smith Cultural Tourism Manager and Administration & Special Projects Assistant Partnership Co-ordinator Stephanie Danek Marketing & Communications Co-ordinator

Hamilton Halton Brant Regional Tourism Association | Stakeholder Report October 2012 to March 2014 11 www.hamiltonhaltonbrant.com