SUNSHINE COAST DESTINATION DEVELOPMENT STRATEGY HIGHLIGHTS RUBY LAKE Photo: Andrew Strain THANK YOU WHAT’S The Sunshine Coast planning area Klahoose Nation, three municipal stretches some 180 km northwest communities of the Town of INSIDE from Langdale in Howe Sound to Gibsons, District of Sechelt, City Bliss Landing in Desolation Sound, of Powell River and two Regional 1. INTRODUCTION and includes the islands of Gambier, Districts, the Sunshine Coast 2. REALIZING THE POTENTIAL Keats, Nelson, Hardy, Thormanby, Regional District and Powell River 3. AT A GLANCE Texada, Lasqueti, Harwood (Tla’amin Regional District. An economy Nation land) and Savary. With Toba once fueled by the logging and 4. GEARING UP Inlet to the north, the destination fi shing industries, it is now being extends inland to include several re-energized by tourism, recreation, inlets including Jervis, Princess and retirement alongside aquaculture, Louisa, Narrows, Salmon, and retail arts and crafts, and high tech. Sechelt. The Sunshine Coast is With no direct access by road from home to 50,000 people, including elsewhere in BC, the Sunshine the four First Nations communities Coast is dependent on ferry, of skwxwú7mesh Nation, shíshálh airplane, and fl oatplane connections. Nation, Tla’amin Nation, and
SUNSHINE COAST | 2 1 INTRODUCTION
WHY A STRATEGY? inland to include several inlets including Jervis, Princess will be developed. These will, in turn, inform the Louisa, Narrows, Salmon, and Sechelt. The Sunshine creation of a provincial strategy thereby ensuring a The Sunshine Coast Destination Development Coast is home to 50,000 people, including the four truly integrated and cohesive combination of bottom- Strategy was developed to enhance the competitiveness First Nations communities of skwxwú7mesh Nation, up and top-down destination planning. of the Sunshine Coast tourism destination over the shíshálh Nation, three municipal communities of the next 10 years and beyond. The strategy was developed Town of Gibsons, District of Sechelt, City of Powell as part of Destination BC’s Destination Development River and two Regional Districts, the Sunshine Coast A KEY IMPERATIVE Program to support and guide the long-term growth Regional District and Powell River Regional District. An of tourism in British Columbia. This document presents The recommendations contained within the Sunshine economy once fueled by the logging and fishing the key highlights of the Sunshine Coast strategy. Coast Destination Development Strategy form the industries, it is now being re-energized by tourism, foundation for additional, focused and aligned discussions recreation, and retirement alongside aquaculture, retail regarding implementation. As tourism partners have WHO IS IT FOR? arts and crafts, and high tech. With no direct access already articulated their desire to work cooperatively by road from elsewhere in BC, the Sunshine Coast is on realizing destination development initiatives, it is The Sunshine Coast Destination Development Strategy dependent on ferry, airplane, and floatplane connections. important to ensure that the strategy becomes embedded is a guide for tourism partners as they work collaboratively in local, regional, provincial and federal decision making to grow the visitor economy. The strategy is a living processes. It is only by working collaboratively that the document and will be reviewed and updated to reflect WHERE DOES IT FIT? full potential of the Sunshine Coast will be realized. changing tourism objectives, priorities, and market The Sunshine Coast is one of 20 planning areas across conditions. Results will be tracked, and emerging BC for which destination development strategies are learning outcomes will inform future implementation being developed. Each planning area represents a AT A GLANCE activities thereby optimizing their effectiveness in logical destination for visitors in and around the province. increasing economic, social, and cultural benefits for In what follows, the distinctiveness of the Sunshine As planning areas cross multiple jurisdictions, the the entire Sunshine Coast planning area. Coast destination is summarized and its vision for importance of adopting an integrated approach with a tourism introduced. While acknowledging the challenges shared vision and coordinated investment is critical. the sector faces, its potential for growth is set out in WHERE IS IT FOR? The Sunshine Coast Destination Development Strategy terms of key opportunities and experience development is one of six strategies being prepared for the Vancouver, potential. A consideration of each development theme The Sunshine Coast planning area stretches some 180 Coast & Mountains tourism region. Others include and associated actions then follows. While further km northwest from Langdale in Howe Sound to Bliss Metro Vancouver, Fraser Valley, Sea-to-Sky Corridor, detail on each of these elements is available in the full Landing in Desolation Sound, and includes the islands Gold Rush Trail and the Highway 3 Corridor. In time, strategy, they are brought together “At A Glance” to of Gambier, Keats, Nelson, Hardy, Thormanby, Texada, informed by the outcomes of all relevant planning area demonstrate the scope of the integrated nature of the Lasqueti, Harwood (Tla’amin Nation land) and Savary. destination development strategies, regional strategies approach being taken. With Toba Inlet to the north, the destination extends
SUNSHINE COAST | 3 2 REALIZING THE POTENTIAL
A DISTINCTIVE DESTINATION Only a 40 minute ferry ride from Vancouver, the Sunshine Coast offers the prospect of another world; a pocket wilderness of deep blue waters, steep forested mountains, scattered islands and a handful of rural oceanside communities each with its own distinctive character.
When it comes to outdoor adventure, visitors can hike, Adopting a sustainable approach to the development KEY OPPORTUNITIES bike, sail, paddle, golf, dive, swim, climb, mountain bike, of the Sunshine Coast, partners will work together to cross country ski, ride, or simply relax. realize the following vision: While the destination faces a number of challenges such as access, transportation, year-round availability Opportunities abound for visitors to experience the “WE ARE A UNIFIED of skilled labour and the perception of tourism locally, rich tapestry of artisans, art galleries, cultural festivals, key opportunities include: and events, and sustainable culinary experiences that SUNSHINE COAST, • Enhance the arrival experience — focus on bear testament to the creative energy, artisanal flair WORKING TOGETHER transportation including BC Ferries service and spirit of enterprise characterized by Sunshine TO INCREASE THE SOCIAL, CULTURAL, • Attract skilled people — focus on recruiting, retaining Coast communities. Encounters with the rich heritage AND ECONOMIC BENEFITS FROM and training staff of First Nations provide curious minds with deeper • Create a compelling offer — focus on developing / insights into the historic and contemporary significance OUR YEAR-ROUND VISITOR ECONOMY. enhancing product experiences of their compelling story — a story that is rooted in a WE HAVE VIBRANT COASTAL place of immense beauty and natural splendour. • Keep it authentic — focus on Indigenous tourism COMMUNITIES AMID EXCEPTIONAL • Foster good relations — focus on strengthening OUTDOOR ADVENTURES. WE ATTRACT support for tourism development A SHARED VISION RESPECTFUL VISITORS WHO LIKE • Strive to excel — focus on enhancing quality of service and visitor amenities The Sunshine Coast aspires to be a truly remarkable TO DISCOVER AND UNDERSTAND destination year-round, both indoors and outdoors. It • Work together — focus on cooperative tourism is a place that is ready for visitors, easy to get to and MORE ABOUT OUR LAID-BACK PACE management to get around in, and attracts visitors who care about OF LIFE AND THE WILD, NATURAL the place and its communities. PLACES THAT NOURISH US.”
SUNSHINE COAST | 4 2 REALIZING THE POTENTIAL
EARL’S COVE EXPERIENCE POTENTIAL Photo: Andrew Strain Specifi c motivating product experiences along with particular opportunities to create iconic experiences include: • Indigenous Tourism — Tems Swiya Museum, Talaysay Tours, and Powell River Historical Museum & Archives • Arts, Culture, Festivals & Events — Sunshine Coast Arts Crawl • Trails — Hiking, Mountain Biking, Marine — Sunshine Coast Trail and Suncoaster Trail; Backcountry alpine hiking like the South Powell Divide; Mountain biking including the Coast Gravity Park and Duck Lake Trails • Touring — Vehicle, Cycling, Motorcycles • Boating/Marinas — Desolation Sound, Princess Louisa Inlet, Straight of Georgia, a multitude of islands • Natural Asset Utilization — Rock climbing in the Eldred Valley; Wildlife viewing along inlets and waterways; Diving (there are over 100 dive sites) • Health and Wellness — Painted Boat Resort Spa & Marina, Rockwater Secret Cove Resort, and Beyond Bliss Spa & Suites • Sustainable Culinary Experiences — Foraging and Culinary tourism • Sport Tourism
SUNSHINE COAST | 5 3 AT A GLANCE
VISION STATEMENT We are a unified Sunshine Coast, working together to increase the social, cultural, and economic benefits from our year-round visitor economy. We have vibrant coastal communities amid exceptional outdoor adventures. We attract respectful visitors who like to discover and understand more about our laid-back pace of life and the wild, natural places that nourish us.
THEME 1 CRUCIAL CONNECTIONS — IMPROVE TRANSPORTATION TO, FROM AND WITHIN THE SUNSHINE COAST
A SINGLE VOICE FILL THE GAPS BUILDING A PATH Build a coalition of support amongst partners to Engage the private sector and strategic partners in Work collaboratively with relevant agencies to ensure secure reliable, frequent and competitively priced finding convenient and effective solutions to that the necessary route infrastructure is provided, ferry access that meets the needs of residents, enhancing local access, circulation and multimodal maintained, and renewed in line with the needs of provides a great first impression for visitors and responds movement to, and through, the destination. different user groups and an expanding visitor economy. to the ambition to grow the visitor economy.
THEME 2 PEOPLE MATTER — ATTRACT, RETAIN AND TRAIN SKILLED WORKERS AND PROVIDE JOB GROWTH
INVESTING IN PEOPLE FINDING A HOME ASK A LOCAL Working in conjunction with relevant authorities, Profile the specific accommodation needs of tourism Assess the perception of tourism amongst residents maintain a strong focus on meeting the needs of the workers within the context of providing creative and nurture their support for the sector. Encourage sector in terms of identifying, anticipating and solutions to the provision of affordable housing for their participation in ambassador and volunteer responding to staff shortages. Initiate a Sunshine residents and workers. initiatives designed to equip visitors with local Coast specific training and mentoring program for insights and knowledge. frontline staff.
THEME 3 STEPPING STONES — ENABLE TOURISM BUSINESS SUCCESS AND VIABILITY
INSPIRE CONFIDENCE STREAMLINING DEVELOPMENT SHARE KNOW-HOW AND SPARK IDEAS THINK LOCAL Supported by sound metrics and robust Profile the significance of tourism within the Enhance the capacity of new and established Support local businesses by raising awareness intelligence gathering, enable Sunshine Coast statutory plan making process, and work with businesses to develop, position and package amongst tourism providers of local suppliers, Tourism to fulfil its role in charting a sustainable relevant authorities and First Nations to their products and equip them to network products, experiences and services. course for tourism. streamline processes required for the effectively with travel trade in bringing development and activation of the destination. product to market. 3 AT A GLANCE
THEME 4 COMMON PURPOSE — MANAGE THE DESTINATION COLLABORATIVELY
COLLECTIVE AMBITION LEAVE NO TRACE NATURAL RESILIENCE Engage those with the capacity to influence the Ensure that the area’s natural and cultural heritage Facilitate the growth of agritourism, maintain development of tourism in a mutually beneficial, attributes are celebrated and safeguarded. and enhance parks and natural assets, and build collaborative and coordinated approach to Encourage all those involved in promoting the use, the capacity to respond to the challenges of developing the visitor economy for the benefit of all. enjoyment, and appreciation of the natural climate change. environment to become custodians of its future.
THEME 5 CAREFULLY CRAFTED — IMPLEMENT PRODUCT DEVELOPMENT AND EXPERIENCE ENHANCEMENT THAT CULTIVATE A UNIQUE SENSE OF PLACE
INDIGENOUS SHOWCASE & CELEBRATE ON AND OFF ROAD A BIKERS BUFFET WATER’S EDGE DEVELOPMENT Curate a series of arts and culture Enhance the touring experience for Create a series of new, and Promote seamless connections Develop immersive experiences festivals and events to showcase drivers, cyclists and motorcyclists by maintain, existing mountain bike from the water’s edge to land- that will promote awareness of the the Sunshine Coast. Build culinary providing access to key points of trails. Support or create reliable based experiences for incoming cultural heritage of First Nations, experiences into the offer in ways interest, opportunities to take in the connections to, and between, visitors; enhance the capacity for support their active participation in that will celebrate local food, view, and a coherent signage strategy. trails, easy and convenient access new boaters in terms of berths the visitor economy and realize support local suppliers and provide Continue to develop hiking trails as a to accommodations, and other and buoys and encourage maritime economic and social benefits for choices for visitors. core coastal experience, complete supporting facilities and services. best practices. Indigenous businesses. with reliable connections from points Profile mountain biking of arrival and easy access to a by showcasing national and network of accommodations. international events.
THEME 6 ABOVE AND BEYOND — ENHANCE THE QUALITY OF SERVICES AND EXPERIENCES FOR OUR GUESTS
ACCOMMODATIONS FOR ALL A COHESIVE WELCOME GOOD PRACTICE PLACE MATTERS Encourage the development of new, unique, Within the context of a coherent destination Ensure that information about business Work with partners to improve the vibrancy independent and boutique accommodations visitor engagement plan, provide visitors with operating hours is communicated. Ensure of downtown and waterfront areas; enhance that will not only reflect the character of the a seamless information and orientation service well-maintained and public washrooms are cultural venues where the culture and Sunshine Coast but, along with the upgrade at visitor centres and other touch points available for visitor use. heritage of the Sunshine Coast can of existing properties, will meet the needs and across the destination. be showcased and new tourism enterprises expectations of visitors. supporting transportation solutions encouraged.
SUNSHINE COAST | 7 4 GEARING UP
SUCCESS NETWORKS FRAMEWORK CATALYST PROJECTS This strategy is intended to inform The strategy presents the destination actions for the future, which over development objectives using a The following nine actions were identified time may be embedded in the local, consistent framework to determine regional, and provincial decision the prioritization of each objective as catalyst projects for immediately making. The result will be an integrated and the relative timing for system of priorities that will achieve implementation. Objectives with a moving the strategy into implementation. better development decisions, drive provincial or regional scope are Crucial Connections: Improve Transportation • Document the business opportunity greater tourism revenues, and identified as well and will inform the To, From, and Within the Sunshine Coast and begin discussions with local realize benefits for businesses and regional and provincial destination • Develop the business case for governments to define local policies communities on the Sunshine Coast. development strategies. improved BC Ferries services, and activate ride-sharing (e.g., Uber All this will contribute to a thriving, including information by market and business licenses or another vibrant and growing economy. type of traveller. similar model).
High Value • Investigate with BC Ferries what Joint strategy ownership among all People Matter: Attract, Retain and Train 1. QUICK conditions would be required to 2. LONGER TERM Skilled Workers and Provide Job Growth planning area tourism partners is a WINS ACTIONS extend the sailing season and (2017–2020) critical component of this program’s (2021–2027) undertake activities to collect • Develop a labour market strategy success. The strategy identifies a information demonstrating those for the Sunshine Coast based on conditions have been met. customizing the British Columbia suggested success network of tourism Tourism Labour Market Strategy to partners to champion and move • Develop the shuttle service business the unique needs of the coast. actions within each objective forward. 3. SET ASIDE 4. LEAVE OUT case, including; an assessment of what UNTIL OF STRATEGY, options exist now; case studies of Low Value Low RESOURCES REEVALUATE tourism shuttle services that have Carefully Crafted: Implement Product IN FUTURE ALLOW been introduced within BC (examples Development and Experience Enhancement include Tofino/Ucluelet, Kelowna, that Cultivate a Unique Sense of Place Low Complexity High Complexity Kootenays); and, identification of • Implement the Destination BC future options. Remarkable Experiences Program • Document the private tour bus on the Sunshine Coast. business opportunity and begin discussions with potential tour Above and Beyond: Enhance the Quality operators (e.g., West Coast of Services and Experiences For Our Guests Sightseeing, Landsea Tours). • Develop a collaborative strategy • Document the car rental agency or for visitor services throughout the car co-op at ferry terminals business Sunshine Coast. opportunity and begin discussions with potential car rental agencies. SUNSHINE COAST | 8 You can likely fi nd it in the more detailed Sunshine Coast Destination Development strategy or you can reach us at: LOOKING DESTINATION BC [email protected]
MINISTRY OF TOURISM, ARTS, AND CULTURE FOR MORE [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC [email protected] INFORMATION? SUNSHINE COAST TOURISM [email protected]
FRONT COVER PHOTO: TIN HAT MOUNTAIN, Andrew Strain
DESOLATION SOUND Photo: Andrew Strain
SUNSHINE COAST | 9