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Market Review Market Review for the Beaver Hills HA Development Plan

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Market Review Market Review for the Beaver Hills HA Development Plan Chapter 4 Chapter 4 Market Review Market Review for the Beaver Hills HA Development Plan Sample Pages Using This Chapter HA Field Staff HA field staff can use this chapter to identify key target markets and local trends when developing HA services. This is the first time that an overview of markets available to HA in the area has been provided. HA Head Office Staff and PPA Regional Staff Managers and planners can use this chapter as an introduction to current and future population trends in 4.1 the Beaver Hills area. EcoLeaders Interpretation and Environmental Education Chapter 4 Market Review Contents: Chapter 4 Market Review Introduction … … … … … … … … … … … … … … … 7 Information Sources … … … … … … … … … … … … … 7 Markets … … … … … … … … … … … … … … … … 7 Key Markets … … … … … … … … … … … … … … … 7 Potential Visitors … … … … … … … … … … … … … … 7 Population Size … … … … … … … … … … … … … 7 Population Structure … … … … … … … … … … … … … 7 Figure 4.3: Demographics of the Main Market Areas Income … … … … … … … … … … … … … … … 9 Figure 4.4: Median income by location … … … … … … … … 9 Figure 4.5: Education levels in the six market areas. … … … … … 1… 0 Education … … … … … … … … … … … … … … 1… 1 Occupations … … … … … … … … … … … … … 1… 5 Volunteerism … … … … … … … … … … … … … … 1… 6 Edmonton Tourist Demographics 2001 … … … … … … … … … … 1… 7 How Many People Visit Edmonton? … … … … … … … … … 1… 7 Top Five Origins of Visitors to Edmonton Area 2001 … … … … … 1… 7 Age Distribution: Visitors to Edmonton from Canada … … … … … 1… 8 Age Distribution: Visitors to Edmonton from USA … … … … … … 1… 8 Age Distribution: International Visitors to Edmonton … … … … … 1… 8 Age Distribution … … … … … … … … … … … … … 1… 8 Figure 4.8: Age distribution of visitors to Edmonton … … … … … … … 1… 8 Party CompositionSample … … … … … … …Pages … … … … … 1… 9 Where Do They Stay? … … … … … … … … … … … … 1… 9 Why do They Come? … … … … … … … … … … … … 2… 0 Figure 4.9: Visitation and spending … … … … … … … … 2… 0 What Are They Doing? … … … … … … … … … … … … 2… 1 How Long Do They Stay? … … … … … … … … … … … 2… 2 When Do They Come? … … … … … … … … … … … … 2… 2 Figure 4.10: Seasonality by origin of visitors to Edmonton … … … … 2… 2 Conclusions … … … … … … … … … … … … … … 2… 3 The Future … … … … … … … … … … … … … … … 2… 4 Market Trends … … … … … … … … … … … … … … 2… 4 Trends Influencing Alberta’s Parks … … … … … … … … … … 2… 4 Introduction … … … … … … … … … … … … … 2… 4 North American MegaTrends … … … … … … … … … … 2… 5 Shifting Age Structure … … … … … … … … … … … 2… 5 Figure 4.11: Baby Boom Cohort And Alberta Population, 2000–2020, Selected Years … … … … … … … … 2… 7 Youth in Alberta … … … … … … … … … … … … 2… 7 Family Structure Changes … … … … … … … … … … 2… 7 4.3 Perceived Levels of Personal and Family Security … … … … … … 2… 7 Changing Motivation For Travel … … … … … … … … … 2… 8 EcoLeaders Interpretation and Environmental Education Beaver Hills Heritage Appreciation Development Plan Growth of International Travel … … … … … … … … … 2… 8 Technology … … … … … … … … … … … … … 2… 9 Trends in Recreation and Tourism … … … … … … … … … … 2… 9 Alberta Futures Summit … … … … … … … … … … … 2… 9 Sidebar: Edmonton Public and Catholic Schools … … … … … … 3… 0 School Markets … … … … … … … … … … … … … … 3… 1 School Districts and Divisions … … … … … … … … … … … 3… 1 Schools in Edmonton … … … … … … … … … … … … 3… 1 Edmonton Public School Division No. 7 … … … … … … … … 3… 1 Edmonton Catholic School Division No. 7 … … … … … … … 3… 1 Charter Schools … … … … … … … … … … … … 3… 1 Greater North Central Francophone Education Region No. 2 … … … … 3… 1 Schools Outside Edmonton … … … … … … … … … … … 3… 3 Elk Island Public School Reg. Div. No 14 … … … … … … … … 3… 3 Elk Island Catholic Separate Regional Division #41 … … … … … … 3… 3 Battle River Regional Division #31 … … … … … … … … … 3… 3 St. Thomas Aquinas Roman Catholic Separate Regional Division No. 38 … … 3… 4 Black Gold Regional Division No.18 … … … … … … … … 3… 4 Analysis of School Data … … … … … … … … … … … … 3… 5 Predictions of Market Growth … … … … … … … … … … 3… 5 Strategic Approaches … … … … … … … … … … … … 3… 5 The Edmonton Market … … … … … … … … … … … 3… 5 Sample Pages 4.4 EcoLeaders Interpretation and Environmental Education Chapter 4 Market Review Appendix 4.1: Schools in the Region … … … … … … … … … … … 38… Edmonton Charter Schools … … … … … … … … … … … 3… 8 Greater North Central Francophone Education Region No. 2 … … … … … … 3… 8 Elk Island Public School Reg Dive No 14 … … … … … … … … … 3… 9 Listing By County … … … … … … … … … … … … 3… 9 Fort Saskatchewan … … … … … … … … … … … 3… 9 Lamont County … … … … … … … … … … … … 3… 9 Hutterite Colonies … … … … … … … … … … … 3… 9 Sherwood Park … … … … … … … … … … … … 3… 9 Vegreville … … … … … … … … … … … … … 4… 1 Catholic Schools … … … … … … … … … … … … 4… 1 K-9 (French immersion) … … … … … … … … … … 4… 2 Edmonton Public Schools Elementary Schools 2003–2004 … … … … … … … … … … 4… 3 Junior High Schools 2003–2004 … … … … … … … … … … 5… 4 Senior High Schools 2003–2004 … … … … … … … … … … 5… 9 Sample Pages 4.5 EcoLeaders Interpretation and Environmental Education 4.6 Figure 4.1 Political Boundaries Heritage Appreciation Heritage Development Plan Hills Beaver Environmental Education Environmental and Interpretation EcoLeaders Beaverhills - Cooking Lake Beaver Hills—CookingMoraine Lake Moraine Sturgeon County County of Lamont Sample Pages Elk Island Edmonton Strathcona County Blackfoot Beaverhill Lake Ministik County of Beaver Leduc County Legend Protected Areas County of Camrose Towns County Boundaries Map by Elk Island GIS - Olaf Jensen Chapter 4 Market Review Introduction Potential Visitors This chapter is a brief overview of the markets available to HA in the Beaver Hills. It looks at Population Size the key market areas of Edmonton and the five The nearby population sources that can easily counties that intersect on the Beaver Hills. As access the Beaver Hills are shown below. well, the Edmonton tourist market and the school Population Edmonton and Counties markets are discussed. Figure 4.2: Population: Edmonton and Counties Camrose County 7,295 1% Beaver County Leduc County 5,645 12,530 1% Information Sources 2% Strathcona County Lamont County To date, no market analysis has been conducted 71,985 4,170 9% for HA in the Beaver Hills. This review looks 1% at existing information from Statistics Canada Edmonton (based on 2001 census data) and a presentation on 666,105 Edmonton demographics and population trends 86% presented to Parks and Protected Areas by Rod Keith in 2003. Information on market trends comes mostly from Market Assessment and Visitor Projections for Cypress Hills Interprovincial Park, Edmonton is by far the largest market, Dinosaur Provincial Park and Writing on Stone representing 666,105 people or 86% of the local Provincial Park prepared by Western Management visitor market. Consultants in 2003. Strathcona county is the second largest market, representing 71,985 people or approximately 9% of the market. SampleThe counties Pages of Leduc, Camrose, Beaver and Markets Lamont together account for about five percent of Key Markets the nearby population. The following markets are discussed: Implications: • potential visitors from It is clear that the dominant market for local - Edmonton visitors is Edmonton. There are many other factors - Strathcona County to take into account when developing a marketing - Beaver County plan. - Lamont County - Leduc County Population Structure - Camrose County Population structure is a way of describing • local schools how the people are divided into age groups the • tourists numbers of each group. Understanding this - from Alberta structure gives HA staff a better insight into the - from the rest of Canada potential audiences and users of HA services and - from the USA programs. For example, seniors are generally - international interested in longer programs and activities than A review of other agencies working in the area and families with small children. When you know the an analysis of partnership opportunities will be size of your potential audience groups, HA staff covered in the Partnership Analysis chapter. can make strategic decisions about the amount of effort they will put into development, promotion 4.7 and delivery of targeted services. EcoLeaders Interpretation and Environmental Education Beaver Hills Heritage Appreciation Development Plan Figure 4.3: DemographicsEdmonton of the Main Market Areas Strathcona Co Demographics Age 85 and over Age 85 and over Age 75-84 1% Age 75-84 1% 4% 2% Age 0-4 Age 0-4 6% Age 65-74 6% Age 65-74 5% 6% Age 5-14 Metropolitan 13% Age 55-64 Age 5-14 Edmonton 10% 16% Age 55-64 8% Age 15-19 7% Age 15.19 8% Age 20-24 Age 45-54 Age 45-54 9% 17% 14% Age 20.24 6% Strathcona Age 25-44 Age 25.44 County 32% 29% Leduc Co Demographics Camrose Co Demographics Age 85 and over Age 85 and over <1% 1% Age 75-84 Age 75-84 3% Age 0-4 3% Age 0-4 Age 65-74 5% 5% 6% Leduc County Age 65-74 Camrose 8% Age 5-14 Age 5-14 County Age 55-64 16% 17% 11% Age 55-64 12% Age 15-19 Age 15.19 9% 9% Age 45-54 Sample Pages 16% Age 45-54 Age 20.24 Age 20-24 16% 4% 5% Age 25-44 Age 25.44 29% 25% Beaver Co Demographics Lamont Co Demographics Age 75-84 Age 85 and over 3% 1% Age 85 and over Age 0-4 Age 75-84 Age 65-74 2% Age 0-4 6% 5% 6% Beaver County 5% Age 65-74 Age 5-14 15% Age 5-14 10% Age 55-64 17% 11% Age 55-64 Age 15.19 13% 7% Age 15-19 Age 20.24 Age 45-54 8% 4% 16% Age 20-24 Lamont 4% Age 45-54 County 16% Age 25.44 Age 25-44
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