Niagara Parks Annual Report 2008 A FOUNDATION FOR GROWTH The Niagara Parks Commission: Our Role & Mission Niagara is a region steeped in history and blessed by geography. As steward of one of the world’s greatest natural wonders, The Niagara Parks Commission (NPC) plays a major role in maintain- ing, protecting and showcasing the Falls’ grandeur, while contributing to the economic growth and success of Niagara. As a self-funded agency of the provincial government, NPC is responsible for the maintenance of 1,720 hectares of parkland, stretching some 56 kilometres along the Niagara River from Lake Erie to Lake Ontario. Our mission remains the same as it was in 1885, to preserve and enhance the natural beauty of the Falls and the Niagara River corridor for the enjoyment of visitors while maintaining financial self-sufficiency. The Team | 2008 Jim Williams, Chairman Archie Katzman, Vice-Chairman Gary F. Burroughs, Commissioner Vincent Kerrio, Commissioner Appointed March 10, 2004 Appointed October 24, 1981 (Town of Niagara-on-the-Lake Representative) (City of Niagara Falls Representative) Term expired December 16, 2009 Term expires October 23, 2011 Appointed December 1, 2000 Appointed April 18, 2007 Term expired November 30, 2008 Term expired November 30, 2008 Douglas Martin, Commissioner Bob Saracino, Commissioner Robert Gale, Commissioner Italia Gilberti, Commissioner (Town of Fort Erie Representative) (Regional Municipality of Niagara Representative) Appointed February 27, 2006 Appointed July 24, 2006 Appointed April 18, 2007 Appointed December 1, 2000 Term expired February 26, 2009 Term expired July 23, 2010 Term expired November 30, 2008 Term expired November 30, 2008 David Stewart Howes, Commissioner Edward Werner, Commissioner Fredrick Louws, Commissioner David J. Strathern, Commissioner Appointed September 6, 2006 Appointed September 20, 2006 Appointed November 15, 2006 Appointed May 30, 2007 Term expires September 5, 2010 Term expires September 19, 2010 Term expires November 14, 2010 Term expired May 29, 2010 Niagara Parks Annual Report 2008 | 02 ChairmanÕs Message Our strategic investment also marks our confidence in the future of our industry, despite the recent setbacks and continu- ing decline in U.S. visitation to Ontario. In fact, the decision to proceed with this significant revitalization project is in keep- ing with the approach and man- date NPC has followed since its founding in 1885 – to preserve and enhance the beauty of the Falls for future generations, all while acting as a catalyst for the economic growth and develop- ment of our tourism potential Jim Williams, Chairman here in Niagara. Last June, the Tourism A new milestone in the his- Industry Association of Canada tory of The Niagara Parks identified the need for “persua- Commission (NPC) was reached sive and compelling reasons to this past spring when the visit our country”. The Commission officially launched Association then called for a its newest attraction, Niagara’s concerted effort by both the pri- Fury – a $7 Million state of the vate and public sector to intro- art dramatic and immersive expe- duce new tourism products and rience that tells the story of the ensure that the current products formation of Niagara Falls in a were world class and would meet fun and educational way. the standards of today’s discern- This new attraction is one of ing travelers. NPC’s newly ren- the key components of the over- ovated Table Rock complex and all renovations at our majestic development of the Niagara’s Table Rock complex. Originally Fury attraction helps us meet opened in 1926, Table Rock was those objectives. starting to show its age and As a tourism operator, NPC required the kind of investment is unique. The entire cost of a signature facility of its calibre maintaining and enhancing deserved. As a result, NPC 1,720 hectares of parkland made the decision to invest located along 56 kilometres of $38.5 Million to enhance this the Niagara River is paid for iconic gateway facility, trans- with revenue generated by vari- forming it into an experience ous Parks’ attractions and com- befitting the incredible power of mercial operations. NPC there- its location. fore depends on Table Rock and 03 | Niagara Parks Annual Report 2008 ChairmanÕs Message the overall success of the com- NPC remains committed to Niagara Parks is also home to the community. In addition to a plex to ensure NPC is able to working with the community over 10 major festivals and events payroll of $35 Million for 284 maintain the significant stew- and the tourism industry in the each season representing an full-time and 1,474 seasonal ardship responsibilities with region and to preserving and annual investment on our part of employees, NPC maintains parks which it has been entrusted. But enhancing one of the world’s approximately $500,000. These and roads within the system, and to do so, both NPC and its facil- great natural wonders. include such events as the Winter provides its own police protection ities need to remain relevant and Festival of Lights, summer fire- at no cost to the municipality, We worked with local hotels, attractive to visitors for not only works displays, our nationally- region or Provincial Government. Niagara Fallsview Casino Resort, this year, but more importantly televised New Year’s Eve celebra- the Niagara Chamber of We believe that our continued for years to come. tion, historic re-enactment week- Commerce and other partners to ability to make such a significant ends, the Niagara International This newly revitalized com- conduct the third Easy Crossing economic contribution to the Marathon and NPC’s associated plex includes superb shopping Council campaign, designed to region rests on our stewardship Schools’ Marathon. The majority and dining facilities, visitor ori- provide Americans with appro- of the history, environment and of these events are free to the entation and entertainment priate information on passport natural beauty of the Falls and options. It includes our the land we control along the Elements on the Falls restaurant, Niagara River. We take this offering the best food and views responsibility very seriously and anywhere in Niagara and Pop & in 2008 we received a signature Lolly’s, a delectable candy store honour – the Ontario Parks catering to the kid in all of us. A Association’s Protecting Tomorrow clock tower also forms part of Today Award - which recognized our distinctive “Bridge of Niagara Parks for its foresight Flowers” pedestrian crossing, and excellent management of offering fully accessible, all sea- the Parks system and for preserv- son access to visitors coming ing the natural beauty of the from the Fallsview tourism dis- Falls for future generations. trict or NPC’s parking facility. While the tourism industry We believe the investment in will continue to be challenging requirements to emphasize that these key pieces of tourism infra- public and represent the collec- in the near and mid-term, we border crossings could still be structure is right for the long tive efforts of tourism partners to have every confidence we will made with relative ease. term for both NPC and the increase visitation to Niagara. see visitors return. entire region. With these invest- We also promoted local As well, Niagara Parks plays As I conclude my message, I ments, NPC is positioned to hotels on the NPC website as host to over 1,500 community would like to thank the take advantage of a rebound in part of a partnership that events and bookings each season Commissioners and staff for tourism when it does come. encourages overnight stays and (i.e., picnic pavilions and band- their efforts and accomplish- greater attendance at Parks’ The redevelopment of Table shells). These community events ments during another challeng- attractions. Our online sales and Rock and the opening of held on our property help raise ing season. I look forward to promotion efforts are becoming Niagara’s Fury are two examples over $1 Million for charitable working with them as we tackle increasingly important in our demonstrating the central role causes each year within the the challenges ahead. marketing mix. In response, we NPC plays in the economic region and province. enhanced the Niagara Parks logo growth of the region and as a to include “.com” in recognition NPC is unique among partner in Niagara’s overall of the growing importance of tourism operators in the level of tourism industry. the Internet. public services that we provide to Jim Williams, Chairman Niagara Parks Annual Report 2008 | 04 2008 | Economic Performance The Niagara Parks due to increased competition, Commission continued to be the higher Canadian Dollar and challenged by external forces in poor weather conditions. 2008. A precipitous decline in Attendance at NPC’s her- U.S. visitation is mainly to itage sites grew dramatically, blame, as issues such as the increasing by 34.3% in 2008. strong Canadian Dollar, pend- However this growth in visita- ing passport requirements and tion was solely attributed to pro- the overall downturn in the U.S. viding complimentary admis- economy, resulted in U.S. visita- sion as part of the purchase of an tion to Canada reaching historic NPC Adventure Pass, rather lows. than through any growth in The financial implications Fully Independent Traveller of the decline cannot be under- (FIT) visitation. In fact, heritage estimated as U.S. visitors revenues were down by 4.3% for accounted for 44% of all retail the year, despite the increase in sales, 51% of all admissions and attendance. 67% of all pass sales generated While revenues remained by NPC in 2008. As a result, stagnant, NPC’s base opera- gross revenues earned by NPC’s tional and input costs continued revenue producing agreements to climb. These rising costs and facilities dropped by 4.3% were closely monitored and con- when compared to 2007 with strained, where possible, due to NPC’s retail facilities suffering a the lower than expected growth 3.9% decrease in revenues and in tourism visitation and spend- earnings from NPC’s food and ing experienced in 2008.