Discover Cow Head Landscape As Catalyst for Tourism Growth in Rural Newfoundland
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Discover Cow Head Landscape as Catalyst for Tourism Growth in Rural Newfoundland FINAL REPORT April 2020 Acknowledgements Contents Special thanks to the residents who attended the public open house to share their vision for tourism in Cow Head. Contents 3 Cow Head Economic Development Committee Parks Canada 1 Introduction 4 Rhoda Reardon (Co-Chair) Rob Hingston 2 Tourism Context 7 Deputy Mayor Sonya Lewis (Co-Chair) Margie Wilkes Councillor Troy Patey Holly Lightfoot 2.1 / Understanding the Tourism Market 8 Councillor Sean Thistle Jake Burton 2.2 / Tourism Opportunities 10 Denise White 2.3 / Tourism Challenges 14 Colleen Kennedy Tourism-Based Stakeholders Veronica Bavis Arch Caines (Beautification Committee) 3 Community Engagement 18 Paul O’ Leary Glenda Reid Bavis (Conservation & Heritage Committee) 4 Discover Cow Head 27 Cynthia Nicolle Deanna Hutchings (Special Events Committee) Paul Taylor Denise Dolliver (Theatre NL) 4.1 / Project Vision & Guiding Principles 28 Mark Tierney Nora Shears (Theatre NL/St. Mary’s Anglican Church) 4.2 / Laying the Groundwork 30 Adrian Payne (War Memorial Committee) 4.3 / Improving First Impressions 38 Town of Cow Head Steven House (Shallow Bay Motel) Mayor Rufus Payne 4.4 / Defining the Town Centre 50 Councillor Bruce Payne Consulting Team 4.5 / Celebrating the Head Peninsula 55 Councillor Garland Hutchings Matthew Mills Project Lead & Landscape Architect Councillor Curtis Hutchings Lydia Lewycky Senior Planner & Landscape Architect 4.6 / Preserving the Dunes 62 Terri-Lynn Payne Tom Wright Environmental Designer 4.7 / Telling the Stories 69 Rachael Fitkowski Landscape Architect 4.8 / Active Transportation 72 Town of St. Paul’s Victoria FitzGerald Landscape Architectural Intern Monica Pittman 5 Implementing the Plan 80 5.1 / Costing Information Notes 81 Town of Parson's Pond Mayor Brenda Biggin 5.2 / Project Partners & Roles 82 Blanche Thornhill 5.3 / Potential Funding Sources 85 Originally known as Cap de Pointe, named Tourism today, especially within the context Within this context, Cow Head has everything in the 1500s by French explorer Jacques of a national park, is about providing high- it needs to excel as a travel destination. Many Cartier, and later as Tête de Vache, inspired quality experiences centred around the authentic, world-class experiences are right by a nearby rock formation that resembled a unique qualities of place. Contemporary on the doorstep; the Dunes at Shallow Bay cow’s head, the community of Cow Head is travellers are seeking destinations that are Beach, a stunning stretch of pristine sandy located on the picturesque Great Northern authentic, true to place, and provide rich and dunes containing an ecological treasure trove Peninsula on Newfoundland’s west coast. lasting cultural experiences. Parks Canada, of rare flora and fauna; the Head Peninsula, Like many rural communities in the province, the stewards of Gros Morne National Park, a stunning, windswept landscape rich with residents of Cow Head have traditionally recognizes this as suggested by their 2019 one-of-a-kind geological and archaeological depended upon the area’s natural resources Management Plan which states: artifacts; the Lighthouse and Point of the to survive. This has varied over time and has Head Trails, which traverse the scenic Head included fishing and trade in the early 1800s, “A visit to Gros Morne National Park is and provide access to a remote lighthouse oil extraction in the late 1800s to early full of opportunities to enjoy meaningful and stunning ocean views; and the Dr. 1900s, and logging in the early to mid 1950s. connections to the natural wonders of a Henry N. Payne Museum and Craft Shop, By the 1960s, the community had grown to spectacular landscape and the cultural which proudly showcases Cow Head’s rich become a small town and incorporated as a treasures of traditional Newfoundland cultural heritage in a traditional 20th century municipality in 1964. communities.” wood frame building designated as one of Canada’s Historic Places. These many unique The 1970s brought about significant change The Province of Newfoundland and Labrador cultural and natural attractions give Cow not just for Cow Head but for the region, echoes this sentiment in their 2017-2020 Head a distinct competitive advantage in with the establishment of Gros Morne Provincial Tourism Product Development the destination tourism landscape, especially Section 1 National Park, the second largest national Plan: among travelers seeking off-the-beaten- park in Atlantic Canada. The creation of the path, authentic experiences. | Introduction Section 1 Park resulted in a new industry for the area “Visitors in Newfoundland and Labrador - tourism. This represented a shift away from do not simply want to see the sights. They Despite this however, the Town has the resource-based economy that many value deep engagement with locals, as well recognized that tourism growth in the Introduction communities in the region had depended as gaining an understanding of the character community has been slow. The many assets upon for so long. of the people and places they visit.” that Cow Head has right on its doorstep p 5 remain untapped, representing significant Section 1 - Introduction lost opportunity for the small town. And Background information, summary of the with the Nurse Myra Bennett Centre for the project, and overview of the report. Performing Arts scheduled to open in 2020, visitation to the small town is only expected Section 2 - Tourism Context to increase. The Town wishes to improve its A review of current tourism data to position to capture this audience and there is understand the market as well as a summary a need for further development to provide the of tourism opportunities and challenges for services and amenities that contemporary Cow Head. tourists expect and to improve the visitor experience of the community as a whole. Section 3 - Community Engagement A summary of feedback received through As such, the Town of Cow Head has several meetings with stakeholder groups established the Cow Head Economic and residents. Development (CHED) committee, who are leading an ambitious planning process Section 4 - Discover Cow Head that is aimed at better understanding and Development of overall project vision and leveraging its tourism assets. The process guiding principles as well as recommended envisioned will occur over multiple phases, strategies and priority projects for growing with this report representing the first phase - tourism in Cow Head. information gathering and feasibility testing. This initial stage will lay the necessary Section 5 - Implementing the Plan foundational work for future projects aimed A summary of the next steps required to squarely at improving the visitor experience, fully realize and implement the proposed Cow Head Cow Section 2 encouraging longer stays, and stimulating recommendations. tourism-based economic activity. It is Discover presented in several sections: Tourism Context p 6 2.1 / Understanding the Tourism Market Provincial Tourism Trends - According 2016 exit survey of non-resident visitors, » Western Brook Pond Considered travel associated with the pursuit to the Provincial Department of Tourism, travellers to Newfoundland and Labrador of maintaining or enhancing one’s health » The Arches Provincial Park Culture, Industry and Innovation, tourism in came from across Canada with the majority and wellbeing, this type of travel is often Newfoundland and Labrador contributes coming from Ontario (30%) and the » Shallow Bay Beach and Campground associated with personal transformation, $1 billion dollars annually to the economy. Maritimes (26%). 14% travel internationally improving the body and mind, and The Province’s 2017-2020 Tourism Product from outside the country. The majority (34%) » Lobster Cove Head Lighthouse reconnecting with nature. According to Development Plan set an aggressive goal of those travelling were doing so for vacation the Global Wellness Institute, wellness » Gros Morne Mountain of growing that contribution to $1.6 billion and, on average, spent approximately 10.8 tourism is one of the fastest-growing global by this year. Recently, however, the tourism nights and $2,095 in the province during » Broom Point Fishing Premises tourism segments. In 2017, wellness tourism market in the province has experienced a their stay. 47% travelled alone, 30% as contributed $241.7 billion to the North slight decrease year-over-year, from 553,121 couples, and 10% with other family members. New Tourism Trends for 2020 - Travellers American tourism industry, with growth non-resident visitors in 2017 to 533,507 in 77% of Canadian visitors and 72-78% of today are keenly aware of the ongoing projections indicating this will rise to $311.3 2018 to 434,614 as of October 2019. This international travellers to the province were climate crisis and the implications that billion by 2022.2 has been attributed to post Canada 150 over the age of 45. The top things to see travel can have on sustainability and carbon fatigue, rising fuel prices and transportation and do were reported to be walking, hiking, emissions. As a result, they and are seeking Adventure travel is not a new trend but one costs, concerns over consumer debt and enjoying local food, wildlife viewing, and ways of reducing their collective footprints that will continue to grow in 2020 and beyond rising interest rates, and a generally weaker exploring communities. when travelling. Activities such as walking, according to Allied Market