MANITOULIN HERITAGE REGIONS PROJECT
A PROSPECTUS FOR PHASE II 1992 -1995 MANITOULIN HERITAGE REGIONS PROJECT
A PROSPECTUS FOR PHASE H
1992 -1995
For more information, contact: HEMTAGE CANADA 306 Metcalfe Street, Ottawa, Ontario Canada K2P1S2 613-237-1066 Fax: 613-237-5987 EXECUTIVE SUMMARY
The Heritage Regions Program was launched by Heritage Canada in 1988. It is a national program dedicated to the establishment of a countrywide network of distinctive areas. The network is created through agreements between the residents of these areas, supporting agencies, and Heritage Canada.
Manitoulin Heritage Regions Project is one of two two projects were launched in 1989 in Ontario as part of the Heritage Regions network. The projects are Lanark County (eastern Ontario) and Manitoulin Island (northern Ontario). These two regions were undertaken as three year demonstration projects from 1989 to 1991.
During Phase I, they were sponsored by Heritage Canada, with the financial assistance of the local communities, and the federal and provincial governments under the Canada-Ontario Cultural Agree- ment.
The Manitoulin Heritage Regions Project has accomplished substan- tial achievements during Phase I involving community development, cooperative marketing, tourism, heritage awareness, and volunteer management. Highlighted among the achievements over the past three years are:
• more than 11,500 hours of volunteer time by Board members was dedicated to the protection, enhancement, and promotion of the regions' heritage; • more than 20 hours of television and radio coverage was generated on the projects as well as coverage by 15 newspapers and magazines, with readership size ranging from 35,000 to 500,000; • more than 20 community organizations, with membership sizes ranging from 10 to 2500 individuals, received direct sup- port by the Projects; • more than 8 education and training workshops were held at- tracting a total audience of more than 450 people; • more than 300 general public inquiries about the Projects and their events were fielded; • more than 15,000 pieces of promotional and educational material on the Projects and their regions have been dis- tributed to the general public; and • tourism increased on average for Manitoulin Heritage Region Project by 10 percent per year, representing an impact of more than $20 million dollars.
Manitoulin Heritage Regions Prospectus for Phase II In addition, significant achievements by the Projects have helped instil a stronger feeling of pride in the region and a greater spirit of cooperation among two cultures of First Nations People and non-na- tive Canadians through such achievements as the: signing of a friendship treaty which for the first time, pledged Manitoulin's two cultural groups to work together in a spirit of harmony.
This prospectus provides a rationale for implementing Phase n, to continue to accomplish significant objectives for the region and to demonstrate to innovative methods in regional revitalization to Canadians.
The total value of the Phase II is $200,000 per year, totalling $600,000 for three years, covering the period of 1992 - 1995.
This prospectus outlines these achievements in the context of Heritage Canada's national Heritage Regions Program. The report opens with an overview of the Heritage Regions Program, followed by the achievements and goals for Phase n.
Manitoulin Heritage Regions Prospectus for Phase II THE HERITAGE REGIONS PROGRAM
The Heritage Regions Program is based on two visions. At the Project level, it envisions residents coming together to identify, protect, and enhance their natural and cultural heritage and to use it as the basis for economic revitalization.
At the national level, it envisions the creation of a physical network of Heritage Regions across Canada and an information network through which Projects support one another.
Manitoulin Heritage Regions Project is a fundamental part of this national network because it provides invaluable for the experiences for regional revitalization and bridging two cultural groups together.
THE PROGRAM'S OBJECTIVES
The objective of the Heritage Regions Program is to help local residents revitalize their areas by balancing ecological, economic, cultural, and social elements, by:
• Encouraging residents to identify, enhance, and protect their natural heritage. • Helping residents promote their cultural heritage such as ar- chaeological sites, the built environment, history, and local traditions. • Supporting residents with economic development initiatives that are sustainable and emphasize local entrepreneurship based on indigenous resources. • Promoting residents' activities which engender a sense of pride, identity, community and belonging.
Manitoulin Heritage Regions Prospectus for Phase II THE PROGRAM'S SEVEN-POINT APPROACH
The Heritage Regions Program revitalizes regions using a seven- point approach :
• Organization. The first and most essential step is organization, the interaction of participants : the coordinator, the commit- tees, business people, public officials, the voluntary sector, special-interest groups, other regional partners, and the Heritage Regions Program. Out of this collaboration emerge both the vision for the Region and the plan for achieving it.
• Heritage Resources Identification and Protection. Among the first revitalization steps is the identification of unique local resources: the vegetation, wildlife, geology, topography, scenic vistas, water resources, prehistoric sites, archaeological areas, vintage structures, industrial heritage, transportation routes, artifacts, ethnic origins, traditions, folkways, and cus- toms. Once these resources are identified, efforts are made to safeguard and enhance them.
• Education and Training. Education has two sides. One focuses upon training the leaders: the coordinator, the community heritage leaders, the entrepreneurs, the curators, the guides. In a broader sense, education also covers all the ways in which the region is explained to the local population and to visitors. This step covers everything from school programs to tourist travel.
• Economic Development. The Program encourages current businesses and pushes for the launch of new ones. It en- courages the development of industry that is sympathetic to the environment Entrepreneurship focuses upon indigenous industries (notably tourism) that maximize 7w3 the region's resources and the capability of its residents. The Program trains residents who are developing entrepreneurial skills. It lobbies government agencies that can offer regional develop- ment support. It helps improve transportation and communica- tion infrastructures.
• Design. This strategy focuses on the visual aspects of the region. It enhances landscapes and streetscapes. It enhances and preserves the character of buildings. It creates regional signs. It improves the gateways or entrances to the area. It en- courages the use of local construction skills. It provides design guidelines.
Manitoulin Heritage Regions Prospectus for Phase II Marketing. The Program helps a region market its area as a single, identifiable destination for both residents and tourists. It associates the region with its products. It targets selected markets for heritage goods and services. It develops a regional logo. It sponsors special events. It creates publicity.
Monitoring and Evaluation. The Program monitors the progress of both individual projects and its own national ac- tivities. Data is collected both prior to the start of a Project and throughout its life. The data is monitored yearly to evaluate success. Among the indicators that are studied: business starts, employment statistics, tourism numbers, resident accep- tance of Project, resident involvement.
Manitoulin Heritage Regions Prospectus for Phase II MANITOULIN HERITAGE REGION PROJECT
AN OVERVIEW
Manitoulin is one of a series of islands which stretch along the northern shore of Lake Huron, north-west of Georgian Bay. At a length of approximately 130 km. and covering about 1200 square km., it is the world's largest freshwater island. The region is well known for its natural setting but is particularly important for the rich and varied culture of its sizable native population.
The Island has approximately 12,000 full time residents, of which half are native Canadians. There are more than 2,000 school aged children. It is estimated by Statistics Canada that the annual income of residents ($15,360 approximately) is roughly two-thirds of the provincial average of $24,000 per year. Agriculture represents 10.2% of the Island's economy and forestry and quarrying 6.0%. The primary industry of the island is tourism. Tourism is responsible for 29% of Manitoulin's economy. It supports 80% of the service in- dustry and 21% of the retail industry and accounts for 83.7% of off-island dollars attracted to Manitoulin.
Its tourism market is estimated by the Manitoulin Heritage Regions Project to be more than 300,000 tourists, representing a $100 million impact in the local economy.
The Project was selected because of its cultural and natural value, its potential to revitalize the area using cultural tourism, and to protect and promote its natural, built, and cultural heritage which was under threat by development pressures.
The Project's mission is:
"Manitoulin Heritage Regions Project is a group of people pulling together through an incorporated, non-profit, community-based or- ganization to preserve and enhance, at their own pace, the Island's heritage. It does this with the support of Heritage Canada, the Federal and Provincial governments, as well as the residents of the Island, through band and municipal councils."
Manitoulin Heritage Regions Prospectus for Phase II Over the past three years the project has accomplished numerous achievements to revitalize the region. Among the accomplishements are:
• It formed the Manitoulin Island Heritage Region Project, which was incorporated as a non-profit organization in May 7, 1990 (Ontario Corporation Number 872691). It is composed of representatives from the local band councils, the municipal councils, the Manitoulin Island Tourist Association, the school board, Cambrian College, historical and cultural associations, Community Futures, the Legion Association, and other key agencies, and the general public. Over the three years of the project more than 54 members have sat on the Board.
• The project was launched with a kick-off event as part of the Manitoulin Trade Fair. The event attracted more than 100 Is- land residents and marked the commencement with a pledge to work in a spirit of harmony to support the project over its three years. A declaration was signed at this event by 44 repre- sentatives of municipalities, band councils, and key organiza- tions.
• The Project established committees which focused on heritage resources, design, economic development, and marketing. Other committees organized specific events. Thirty-six Board meetings and more than 180 committee meetings were held by the Project, representing more than 6500 hours of volunteer time. As well, an additional 5000 hours have been estimated of volunteer time putting on special events and business re- lated activities.
• The Project helped more than 20 organizations, representing membership sizes ranging from 10 to 2500. Some of the or- ganizations include: Rainbow Country Tourism Association, Manitoulin Tourist Association, Ontario Historical Society, United Chiefs and Councils of Manitoulin, Ontario Farmer's Market Association, Province Bay Interpretive Centre, and the Task force on Museums and First Peoples.
• Resident decision-makers, representing various communities, came together to help manage the Island's heritage. Among the partners: the local band councils; the municipal and town councils; the Manitoulin Island Tourist Association; the school board; Cambrian College; historical and cultural as- sociations; Community Futures; the Legion Association; Heritage Canada, federal and Ontario government agencies; the Senior Citizens of Tehkummah; the Ontario Historical Society. Other outside agencies who participated was the Min-
Manitoulin Heritage Regions Prospectus for Phase II istry of Northern Development and Mines, the Ministry of Natural Resources, the Ministry of Tourism and Recreation, the Ministry of Transportation, and the Department of Indian Affairs and Northern Development.
Communities hosted Heritage Nights at which residents created lists of assets. These events attracted on average of more than 40 people per Heritage Night, impacting more than 320 Island residents, resulting in the Project compilying a 100- page catalogue of heritage resources.
The Manitoulin Heritage Project participated with cultural groups and events over the three years: theatrical productions by the local native De-bah-jeh-mu-jig Theatre Group, Rattle- snake Singers, Clog Dancing Group, Sagamok Boys Drum Group, the Manitou Drums, the Wikwemikong Pow-Wow, and local art works and crafts.
The Project supported events which brought together the Island's two cultures. One event was a signing of a Friendship Treaty. It was organized by local municipalities and bands and brought together the Island's chiefs, reeves and mayors.
The Project collaborated in education and training initiatives for community leaders, heritage volunteers, entrepreneurs, curators, and tourism representatives. The Project's approach was to co-sponsor various activities and workshops: Museum Workshop - co-sponsored by the Ontario His- torical Society, it was held at Spring Bay and attracted 20 leaders from the local museum community. It brought museum leaders together to learn how to display and protect local artifacts.
Cemeteries Workshop - co-sponsored by the Ontario His- torical Society and the Kagawong Historical Society, it was held at Assignack Museum and attracted 100 people including members, the general public, local historians, and museum representatives. They learned how to protect and repair historic headstones on the Island.
Marine Heritage Workshop -co-sponsored by Kagawong Historical Society, and the Ontario Ministry of Culture and Communications. The workshop attracted more than 35 Island residents. The workshop created an awareness of the ship wrecks, marine artifacts and discussed the poten- tial of using marine heritage for tourism.
Manitoulin Heritage Regions Prospectus for Phase II Heritage Food Workshop - co-sponsored by the Ontario Historical Society, this event attracted 50 people and presented First Nations and pioneer traditional foods and methods of cooking.
Oral History Workshop - co-sponsored by the Ontario Historical Society, this event attracted 30 people. It taught the participants how to gather, interview, and tape local elders.
Marketing Workshop - presented to the board members, this workshop helped it participants create a marketing plan for the Project.
Board Management Workshop - this workshop was presented to the project's board members to assist them on key organizational issues.
Fundraising Workshop - presented to key leaders and the project's board members, this workshop facilitated a fundraising strategy for continuing the project after 1991.
The project also undertook a number of on-going research ac- tivities. Some topics included "Lighthouses", "Churches", and "The value of ships and shipping for the early development of Manitoulin", "First Nations (Anishinabe) Heritage", "Flora and Fauna" and "Early Education".
The Project initiated a logo to represent the Project's identity. The logo has appeared in more than 200 publications and events.
The Project participated in the Manitoulin Trade Fair (held every two years) and Toronto's annual Ontario North Now Ex- hibition. More than 1500 individuals per day attended the Manitoulin Trade Fair, in which, more than 6000 pieces of promotional material on the Project and the Island's heritage were distributed. At Toronto's Ontario Place, the seven day Exhibition in which daily attendance was more than 1100 people, more than 8,000 people were exposed to Manitoulin's tourism potential. More than 8,000 pieces of information were distributed at the exhibition.
The Project promoted the Island through the media. It was covered in both electronic and published media representing tens of thousands of dollars in publicity and advertising. Over the three years, more than 15 newspapers covered stories on
Manitoulin Heritage Regions Prospectus for Phase II the project, including the Toronto Star, Sun, and Globe and Mail, with daily readership of 516,251, 256,103, and 325,113 respectively. Other newspaper coverage include the Hamil- ton Spectator, Kitchener- Waterloo Record, Windsor Star, the Manitoulin Recorder and Expositor. More than 15 television and radio stations featured the project generating more than 20 hours of coverage on the Project. Reporting featured stations such as CHUM FM Radio 104.5, with a weekly audience of 677,900, CHIN Multi-cultural radio, 2,000,000 audience na- tionally, the Canadian Broadcasting Corporation 26,500,000 national audience and CTV Television Network Ltd., 23,352,600 audience nationally.
The Project office worked with a national film company, Beaver Creek Pictures, to produce a film on the Island for CTV's nationally-acclaimed program "Sketches of Our Town", narrated by Harvey Kirck. Almost two 7w3 hours of television coverage was given to the heritage. For the first time in the series' history, two segments were produced on a single place. The audience for the program is estimated to have been more than 1,000,000 people and was aired on more than 18 television stations across the country.
More than $50,000 was generated from sources such as com- munity band and municipal councils, local services clubs such as the Legion, Lion's Club, and from corporate and com- munity sponsors. Gifts, such as free advertising space in local newspapers, free air time on radio and television, as well as monetary gifts from the region's businesses, added up to sig- nificant contributions to the Project.
The Project co-sponsored festivals and special events to promote the Island's unique heritage. An event such as: Voyageur Days was held by the Project on behalf of the town of Little Current for Lake Head University. It was the historic reenactment of Sir Alexander MacKenzie's route of the late 1700s, with Manitoulin Island was one of the original stop overs. The three-day event attracted more than 700 residents and visitors, brought more than 15 local organizations together in support of the event, and represented more than 500 hours of volunteer time.
The Island's tourism record for the past three years ran ahead of the Ontario average. It is estimated by the Statistics Canada that during this period tourism statistics were up by 10% on average per year. This represents more than $100 million dol- lars of tourism spending for the three years were injected into the local economy, a 25 percent increase compared to the
Manitoulin Heritage Regions Prospectus for Phase II 10 provincial average. The rate of return for every one dollar of public funds under the Canada-Ontario Cultural Development Agreement injected into the region, generated 50 dollars.
• The Project encouraged economic development that is sensi- tive to the Island's needs. Residents negotiated with a developer to protect a natural setting, historic village, and 19th- century archaeological site near Michael's Bay.
• The Project stimulated employment by helping to employ and train 5 individuals in the areas of marketing, administration, tourism and research.
THE PROJECT'S CONTEXT FOR PHASE H
During 1989, when the Manitoulin Island Heritage Region was launched, what characterized this Project was the actions of the local residents. They developed a vision for their island and set about managing their natural and cultural environment in remarkable ways. At the time the Manitoulin Island Heritage Regions Project was launched the key issue was local control.
It manifested itself in two important trends: a renaissance of native culture and the local management of development. Manitoulin's aboriginal people have begun to take charge of their own destinies. They have begun to revitalize their traditional cultures, reestablish early social structures, and reclaim control of many aspects of their own economy. Furthermore, some of the island's non-native popula- tion is beginning to support — and feel enriched by — this process.
At the same time, all of Manitoulin residents have sought ways to regain control of their environment. They are resisting the threat of over-crowding, pollution, loss of access to waterfronts, and destruc- tion of the island's peaceful character, by assisting with the managing of development. Now for 1992, the residents of Manitoulin Island feel the process is just fully taking momentum with significant goals still to be accomplished. They are:
Goals for the Region
1. To Improve Local Control - Local residents should have the first and last say on how Manitoulin is managed. This includes greater public say in the way federal and provincial government agencies operate on the Island.
2. To Celebrate Local Cultures - The diverse peoples of Manitoulin should promote, celebrate, and share in each others' culture.
Manitoulin Heritage Regions Prospectus for Phase II 11 3. To Locally Manage Development - The Island must develop with extreme care, showing at all times great respect for its natural and cultural heritage and for its quality of tranquility. Residents should resist development which threatens these assets.
4. To Locally Manage of Tourism - The Island should target only tourism markets and forms of entrepreneurship which are respectful of the island's heritage.
The residents feel that part of these goals can be accomplished by the continuation of the Manitoulin Heritage Regions Project. The Project has outlined its objectives. They are:
Objectives
1. To identify the heritage of the Island and develop a plan that will encourage the protection of the natural and cultural resources; en- courage development which is compatible with the Island's goals; and encourage tourism development that is based on experiencing the heritage of the Island.
2. To use the Island's heritage and cultural resources for tourism while retaining its quality of life; keep informed of tourism trends and issues; and promote the Island in a coordinated approach with other agencies.
3. To develop an awareness of the Island by encouraging com- munication between native and non-native people to educate people of the importance of heritage; and to encourage the training of local businesses, tourism operators and residents to better serve the needs of the visitor.
4. To identify and encourage economic development on Manitoulin by promoting residents to shop locally; to attract new secondary industries; and to assist groups to access government and other agency programs when their mandate involves the Island's heritage.
Manitoulin Heritage Regions Prospectus for Phase II 12 THE PROJECT'S BUDGET FOR PHASE II
To accomplish these goals and objectives the Project needs $200,000 per year for two years. The annual budget is:
Salaries and Benefits $70,000 (for two staff persons)
Travel $10,500
Office $15,000 (rent; insurance;maintance)
Community Development $10,000 (publications, workshops)
Marketing and Networking $10,000 (special events, telephone, postage)
Equipment and Supplies $5,000
Training $80,000 (consultants, evalation services)
TOTAL YEARLY BUDGET $200,000
Manitoulin Heritage Regions Prospectus for Phase II 13 CONCLUSION
The Manitoulin Heritage Regions Project represents an extremely significant demonstration project. As part of Heritage Canada's Heritage Region network, it has established itself as being one of Canada's leading initiatives for community and regional revitaliza- tion.
During the past three years, the Projects has made numerous advances in preserving, protecting, and promoting a region's heritage. These include the establishment of fundamental regional revitalization prin- ciples such as: using a community- driven approach where local residents define their own unified vision and agree upon the initia- tives to achieve that vision; taking a comprehensive approach which balances the economic, social, and cultural elements of the region; and using an approach that works on an incremental and long-term basis to achieve community changes.
Phase n is seen by the residents as paramount to revitalizing their region and their future.
Manitoulin Heritage Regions Prospectus for Phase II 14 Appendices The Participants The following participated in the completion of this document. We thank them for their support and interest: Jeanette Allen, Curator, Assiginack Museum Secretary-Treasurer, Manitoulin Heritage Regions Project
Vic Badenhorst, President, Manitoulin Heritage Regions Project
Lisa Den Engelsman Assistant Coordinator, Manitoulin Heritage Regions Project
Mary Lou Fox, Director, Ojibwe Cultural Foundation
Natalie Greenman, Curator, Western Manitoulin Museum
Gerhardt Huttmger, President, Manitoulin Tourism Association
Lois Linley, Owner, Bridal Veil Antiques and Bed and Breakfast Board Member, Manitoulin Heritage Regions Project
Dawn Madahbee General Manager, Waubetak Business Develop- ment Corporation
Chief Pat Madahbee Sucker Creek First Nation
David Martin Owner, Old English Pantry
Jack McQuarrie, Publisher, Manitoulin Recorder
Lois Miller, Lead Tutor, Manitoulin West & North Channel Literacy Council
John Milne, Tourism Director, Ontario Northland
Robert Montgomery, Director, Ministry of Culture and Communica- tions
Joe Norviak Director, Ontario North Now
Don Ridley, Manager Manitoulin Tourism Association
Bob Ribout, Field Officer, Ministry of Culture and Communications.
Eva Skippen, Curator, Little Current-Howland Centennial Museum
Manitoulin Heritage Regions Prospectus for Phase II 15 David Smith Principal, Assignack Public School,President, Assig- nack Museum Board, Past-Chairman of Heritage Committee, Manitoulin Heritage Regions Project
Rose Mary Trudeau, President, De-ba-jeh-mu-jig Theatre Group
Barney Turner, Owner, Turner's of Little Current
Diane Varga, Field Officer, Ministry of Culture and Communications
Paul Wyatt, District Manager Ministry of Natural Resources
Honorine Wright, Coordinator, Manitoulin Heritage Regions Project
Manitoulin Heritage Regions Prospectus for Phase II 16 ABOUT HERITAGE CANADA
Heritage Canada was founded in 1973. It is an Ottawa-based, national non-profit organization which encourages Canadians to work together to manage their natural and cultural heritge.
Among its programs are: Main Street, Heritage Regions, the Canadian Heritage Network, and Canadian Centre for Liviable Places.
Manitoulin Heritage Regions Prospectus for Phase II 17