WEST KOOTENAY / REVELSTOKE DESTINATION DEVELOPMENT STRATEGY MONASHEE MOUNTAINS Photo: Ryan Creary
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WEST KOOTENAY / REVELSTOKE DESTINATION DEVELOPMENT STRATEGY MONASHEE MOUNTAINS Photo: Ryan Creary DESTINATION BC Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT Jody Young SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] KOOTENAY ROCKIES TOURISM Emilie Cayer-Huard INDUSTRY & DESTINATION DEVELOPMENT SPECIALIST 250 427 4838 Ext.206 [email protected] MINISTRY OF TOURISM, ARTS AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC 604 921 1070 [email protected] WEST KOOTENAY/REVELSTOKE | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY .....................................................................1 7. STRATEGY AT A GLANCE ............................................................. 35 a. The West Kootenay/Revelstoke Area — A Distinctive Destination 8. STRATEGIC PRIORITIES ................................................................ 36 b. Destination Development in the West Kootenay/Revelstoke 8.1 Theme 1 — Improve Access, Signage and Infrastructure Area — A Distinctive Direction 8.1.1 Access 8.1.2 Signage II. ACRONYMS .........................................................................................7 8.1.3 Infrastructure 1. FOREWORD AND ACKNOWLEDGEMENTS...........................8 8.2 Theme 2 — Improve Business Operating Conditions 8.3 Theme 3 — Enhance Experiential Quality and Variety 2. INTRODUCING THE STRATEGY .................................................10 8.3.1 Experiential Quality 2.1 Destination Development Defined 8.3.2 Experiential Variety 2.2 Program Vision 8.4 Theme 4 — Protect the environment and pursue 2.3 Program Goals environmental sustainability 2.4 Methodology — Planning Process 8.5 Theme 5 — Value and maintain small-town character and 2.5 Key Outputs community sustainability 8.6 Theme 6 — Manage the destination collaboratively and 3. ALIGNMENT ....................................................................................... 15 effectively for mutual gain 8.7 Catalyst Projects 4. SUCCESS NETWORK .......................................................................17 9. MEASURING AND MONITORING SUCCESS .......................57 5. A DISTINCTIVE DESTINATION .................................................... 19 5.1 Overview of the Planning Area 10. PROVINCIAL INITIATIVES ............................................................58 5.2 Core Attractors/Demand Generators 11. IMPLEMENTATION AND FUNDING ......................................... 61 5.3 Access and Key Infrastructure 5.4 SWOT Summary APPENDIX ................................................................................................ 63 5.5 Destination Potential Appendix A: Planning Process Appendix B: Planning Issues and Considerations 6. A DISTINCTIVE DIRECTION ........................................................ 28 Appendix C: Objectives by Priority and Implementation Timing 6.1 A Strategic Vision for Today and Tomorrow 6.2 Overarching Goals 6.3 Guiding Principles for Destination Development 6.4 Planning Considerations 6.5 Strategic Priorities 6.6 Interaction of Development Themes and Experiences FRONT COVER PHOTO: IDAHO PEAK LOOKOUT, Kari Medig (C) 2017 — Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this document. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. EXECUTIVE SUMMARY DESTINATION Tourism is a pillar of British Columbia’s DEVELOPMENT IS economy employing more than 127,500 THE CONSCIOUS people annually through 19,000 businesses AND CONTINUOUS that, together with the support of government, PROCESS OF generate $15.7B1 in revenue annually with $7.4B COORDINATING of value added to the BC economy as measured AND DEVELOPING THE TOURISM through GDP (in 2007 constant dollars). INDUSTRY TO The Destination Development Program four planning area strategies will be is a critical part of Destination BC’s facilitated in the Kootenay Rockies STRENGTHEN corporate strategy to facilitate the tourism region: West Kootenay/ THE VISITOR collaboration of local, regional and Revelstoke, the Columbia Valley, provincial agencies, First Nations, Highway 1 Corridor and the Highway 3 ECONOMY. destination marketing organizations Corridor. Together these will form the (DMOs), tourism operators, and other foundation for a regional destination community interests to guide the development strategy. This regional long-term growth of tourism experiences destination development strategy will and revenues. inform a provincial strategy. The West Kootenay/Revelstoke Launched in July 2016, this project strategy is one of 20 provincial involved an iterative research methodology strategies that will be produced. In total, of stakeholder interviews, community 1Government of British Columbia. (2017, March). Jobs plan tourism sector profile.pdf. A publication of the Ministry of Jobs, Tourism and Skills Training. WEST KOOTENAY/REVELSTOKE | 1 meetings, online surveys, and working group discussions that A. THE WEST KOOTENAY/ complemented the review of multiple plans, studies, documents, and research. There are three key outputs created through REVELSTOKE AREA — A this process: DISTINCTIVE DESTINATION 1. An asset inventory of accommodation, tourism businesses The West Kootenay/Revelstoke planning area offers visitors a and attractions, tourism organizations, food and beverage magnetic combination of natural and cultural experiences — a establishments, parks and recreation sites, sports and truly unique vibe alongside access to an immense natural arts facilities, meeting facilities, transportation, and playground. Epic powder snow, mountains and trails, lakes, visitor services. and rivers form the core of its natural advantage. Cultural strengths lie in the depth of the area’s arts, culture and 2. A Situation Analysis that provides detailed insights of the heritage, including an emerging agri-tourism and culinary industry and Kootenay Rockies tourism context. The situation scene. The area also provides an immersive, rejuvenating analysis also includes a planning area assessment which led to experience by providing access to natural and resort style hot planning considerations that informed the strategy. springs, spas and wellness practitioners. This experience is strengthened by enjoying the area’s backcountry and the 3. The Destination Development Strategy. delight offered through the zen sports of paddling, hiking, and climbing. FIGURE 1: OUTDOOR RECREATION CULTURAL EXPRESSION Motivating Deep Powder Arts, Culture, Experiences Snow Heritage • Backcountry • Artisans Touring THE WEST KOOTENAY WELLNESS KOOTENAY WEST THE • Museums • Skiing/Boarding • Doukhobours LOVE & LIVE Mountain Rejuvenation • Heli/Cat Ski • First Nations LOCAL and Trails • Spas • First Nations • Ghost Towns • Hiking • Hot Springs • Provincial Parks • Galleries Lakes & Rivers • Boutiques EMBRACE • Mountain Biking • Retreats • Paddling Agri-tourism • Rock Climbing • Retail DIVERSITY • Angling • Dining • Camping • Backcountry Immersion • Farm to Table QUIET AUTHENTIC EXPERIENCERS CULTURAL EXPLORERS SLOW DOWN & BREATHE THE WEST OUTDOOR CULTURAL KOOTENAY WELLNESS FREEDOM RECREATION x EXPRESSION = + VIBE TO BE WEST KOOTENAY/REVELSTOKE | 2 B. DESTINATION Five community meetings, two webinars, DEVELOPMENT IN THE WEST two stakeholder surveys, numerous KOOTENAY/ one-on-one interviews and working group REVELSTOKE discussions, led to the creation of a vision AREA — A DISTINCTIVE story for the area: DIRECTION “The West Kootenay/Revelstoke area is while renewing themselves and a destination of awe-inspiring beauty reconnecting through physical — a place to be nurtured and that, in activity, quiet contemplation, and return, nurtures those who visit, and cultural expression. those who remain. Passionate travellers with a sense of adventure, and those There is a spirit of innovation here seeking discovery both beyond the — entrepreneurs who share community horizon and within themselves, are values are welcomed and supported. drawn here for the area’s remarkable The visitor economy is embraced by outdoor recreation and the welcoming many as a means to sustain their eccentricity of its many small communities lifestyle through a steady flow of — each offering their own interpretation multi-night stays of travellers through of the ever-present “Kootenay vibe.” the region. Service standards are high and the area leads British Columbia in This vibe is expressed vividly in the Net Promoter Score. many cultural, artistic, and culinary offerings shared with visitors. The vibe is West Kootenay/Revelstoke visitor rooted in its rich history and heritage experiences are many and varied. Yet that continues to be celebrated. This is they share a commitment to authenticity a place of storytelling. These stories and that which is real and local. And include those of the Ktunaxa and Sinixt that which is local, is world-class. who have a visible presence in their World-class deep snow and big mountain traditional territory. Relationships with adventure. World-class trail networks these