2018 annual report message from the mayor

On behalf of the City of I once again want to congratulate Tourism Kamloops for a successful year in 2018. As the impact of tourism on our local economy approaches half a billion dollars, the importance of maintaining and promoting our brand becomes increasingly important. As I have said in my recent State of the City address, it is about creating experiences here in Kamloops that convince visitors to extend their stay, tell others, and return soon. I believe we have a complete inventory of amenities but are committed to enhancing our offerings in Arts and Culture. The potential of a Performing Arts Centre and the Stuart Wood Cultural Centre in conjunction with the Tk’emlúps te Secwépemc will only help grow our market share. 1290 West Trans Hwy Kamloops BC | V2C 6R3 Thanks to the dedicated staff at Tourism Kamloops and to the thousands of employees in the hospitality and tourism sector that work tirelessly to Make #explorekamloops Kamloops Shine. tourismkamloops.com

Sincerely, Visit tourismkamloops.com/valueoftourism for supporting documentation on 2018

Ken Christian, Mayor City of Kamloops

$282M $467M in visitor economic spending impact

1.85 4,154 million direct visitors 2018 tourism tourism jobs economy Community + Stakeholders brand experience

Industry Development social follower social engagement destination development growth paid + organic

Sagebrush Singletrack BC Ale Trail BC’s Best Live Music 66 165 75 27 37 845,970 781,964 101,000 +11% +32% Mountain Bike BC, , Kamloops, Salmon Arm TNRD and Tourism Bold Holiday Bold Hotels +113% +854% +94% Vernon, , Pinkbike and Vernon Breweries Gold Country Tourism Kamloops Hospitality Open Dashboard Received Summit Awards House Training Professional content marketing Attendees Attendees Attendees Attendees Photos +39% 75,000 34 events supported uses of media overview public survey 13 #explorekamloops to date travel trade fam hosting We engaged the public through YouTube Videos with SEO Focus Media Hosted a telephone survey in Q4. The Appointments with 37 FAMs Hosted results helped us have productive 190 Tour Operators 20 conversations with elected officials, 305 Guests Media Visits at have informed marketing strategies, website mobile first approach ITB Appointments 107 4 Media Dinners and acted as a foundation to our 30 Value of Tourism initiatives. 47 90K 324,000 WTM Appointments 7 Countries FAM Tours Hosted Blogs Blog Page Website Sessions 30 23 said tourism was an important Written Views 91% industry in Kamloops 80 RVC Appointments Appointments at +131% 51 42,000 Strategic 2 Marketplaces said the tourism industry has Website Referrals 7 Partnerships CWM Appointments 95% a positive economic impact on 50 Kamloops’ economy 97 Articles Produced +83% said money spent to attract 6 New key events 87% more tourism to Kamloops is Marketing Kamloops International Buskers Festival $824k in Earned Media a good investment Partnerships New products 4 2 Alchemy Brewing Advertising In-Office Passion Forno on 5th Partnership Training MRDT Stakeholder Survey based Moccasin Trails Programs with Sessions Our 2018 MRDT Stakeholder Survey received nearly Notable results included: marketing Thompson Valley Wine Region Appellation Operators 100 responses. The results helped us better understand • Familiarity the needs and familiarity with Tourism Kamloops • Barriers to Growth initiatives. Results have shaped our 2019 Partner Engagement + Communications Plan. Sustainability meetings + conferences

Green Tourism Canada Zero Waste Station Awarded Silver grading from GTC + Edible Garden at the Visitor Centre Innovation Biosphere Adhesion Committed Entity Visitor Centre donated to Status given through Responsible the BC Wildlife Park Tourism Institute & supported 6 Proceeds from Akamina Studio sales 21 30 20 3 Tourism Kamloops stakeholders Strategic Meeting One-On-One Meeting Partnerships Request Meetings Planner Bee City Canada Support with Meeting FAM Tours Crowdriff Sprout Social Simpleview IAB Canada Successful renewal of Kamloops Space Media Hub Integration Brainery International Data as Bee City Stakeholders Training Fundamentals Course (TK big partner & wrote the application) Photos: Jeremy Koreski, Field & Forest, Kathleen Fisher, New Parallel Productions, Andrew Penner, BC Ale Trail, Brian Webb, Dylan Sherrard Icons made by Kiranshastry, Gregor Cresnar, turkkub, prettycons, mynamepong, geotatah, Smashicons, freepik from www.flaticon.com tourism kamloops 2018 annual report contents

About tourism kamloops 3

Our Mission

Our Vision

Our Goal

Our Strategic Vision

Our Values message from the ceo 4 message from the KAA 6 message from the board chair 7

Board of directors 9 staff 10 approved budget 11

Photos: Jeremy Koreski, New Parallel Productions, Rachel Lewis, Kathleen Fisher

2 2018 ANNUAL REPORT TOURISM KAMLOOPS About us Our strategic vision

Tourism Kamloops is the organization responsible for destination • To increase visitation to the city with a key focus on overnight stays and marketing on behalf of the Kamloops tourism industry and the City of increasing both average length of stay and daily expenditures Kamloops. Since 2005, tourism in Kamloops has evolved significantly • To remain a viable and competitive tourism destination to become an attractive, affordable and accessible getaway for • To collaborate with tourism industry partners realizing collective outdoor enthusiasts, families, athletes and weekend warriors. partnerships and integrated strategies The tourism industry in Kamloops is alive and well welcoming approximately 1.64 million visitors annually and generating • To be the destination of choice for targeted visitors $377 million in economic value. • To communicate with tourism industry partners to better understand the value of the industry for the city Our mission • To deliver innovative and accessible visitor services Partner with Stakeholders as the leader for strategic development support and planning through implementing innovative Our Values technological marketing strategies to promote Kamloops as a • Act with INTEGRITY, be authentic, ethical and selfl ess valued Tourism Destination. • INSPIRE the community through positive infl uence, vision and Our vision open communication • Embrace CREATIVITY and INNOVATION Come share the experience and play like a local. • Be ADVENTUROUS…have FUN!

Our goal • Practice SUSTAINABILITY

To increase tourism revenues through the delivery of innovative, results-based marketing strategies.

3 2018 ANNUAL REPORT TOURISM KAMLOOPS message from the ceo

2018 was an amazing and record setting year for Tourism and turn first-timers to repeat and referral guests. As we continue to Kamloops. I could not be prouder of our partners, our team, and build out future strategies for Visitor Engagement, data collection and the many opportunities we encountered to showcase our Boldly analysis will ground our evolution and vision for this aspect of our Unscripted destination. mission over the next year.

Our priorities in 2018 allowed us to tune up existing programs and Governance – A strong, diverse board and empowered stakeholders refocus on the strategies that would bring the most value back into are key to a sustainable organization. Throughout 2018 the Tourism the hands of our stakeholders. Kamloops team worked with our board to ensure alignment of priorities and delivered a solid plan for continued growth. Governance, vision Marketing – We concluded the year-long YKA360 campaign early and strong leadership from our tourism industry stakeholders has been, in 2018. The program met its objectives and helped solidify our and will continue to be, essential to providing strategy oversight to the exciting new tourism brand to our target markets. The addition of Tourism Kamloops team, as we continue to build a strong foundation our Marketing Director allowed us to shift gears and to focus on our executing campaigns, advocacy, and operations. passion experiences – Wine, Golf, Fishing, Mountain Biking, Sport & Events, Non-Ski Winter. Our website, marketing materials, social media Travel Trade –From an outsider perspective, the world of travel trade presence, and digital campaigns all focused on attracting visitors to can seem glamourous. Our team is consistently hustling to engage our city. I am thrilled with the response, the buzz we are creating and priority visitor markets and to explore new target markets. We visited impressed with the focus our marketing strategies have achieved. 17 international and regional destinations to promote Kamloops as a destination of choice. These trips resulted in over 100 meetings, Visitor Information Services – Our Visitor Services team grew our hundreds of opportunities, and a myriad of critical partnerships. The service offering to ensure that we were touching as many visitors as purpose of these meetings is to keep Kamloops and new Kamloops possible. We sought opportunities to engage and direct visitors to our experiences top of mind as tour operators design and sell itineraries numerous experiences, all with a focus on increasing overnight stays

4 2018 ANNUAL REPORT TOURISM KAMLOOPS message from the ceo

and to offer alternative destination options as they consistently deal I am looking forward to another year of growth and empowering with compression issues in key gateway Canadian cities such as local ambassadors. , , Banff and Jasper. Increases in visitation from our I am looking forward to building new relationships and strengthening target markets continue to support our initiatives and contributed existing ones. significantly to 2018’s tourism growth. I am looking forward to advocating for destination development and Recognition – It is always exciting when our efforts are affirmed ensuring Kamloops has a sustainable approach to building tourism in through awards and recognition. Tourism Kamloops’ marketing and needs periods and the opportunities to attract new types of travelers. overall destination management efforts were recognized throughout the year. We were finalists for several industry awards and were honored when we won the 2018 National Marketing Excellence Award. Beverley DeSantis Awards truly tell a story and reaffirm that we are on the cutting edge CEO of tourism marketing and development. These awards are confirmation that we do stand out amongst our global and local competition.

As CEO of Tourism Kamloops, I want to reiterate how very proud I am of every accommodation provider, tour operator, retailer, restaurateur, brewhouse, winery, attraction – everyone supporting and enhancing our destination experience! We had a record-breaking year. This work laid the important foundation for 2019 – “The Year of Together in Tourism”.

5 2018 ANNUAL REPORT TOURISM KAMLOOPS message from the kaa

As we look forward to 2019, which has been proclaimed the “Year of The Kamloops Accommodation Association also appreciates the Togetherness in Tourism” by the City of Kamloops, Kamloops’ Tourism efforts put forth by Tourism Kamloops this last year to better sector continues to be a driving force in the Kamloops economy, showcase our member properties, including the hiring of a and 2018 was no exception to that. We saw new inventory enter the professional photographer to give all of our member properties the market in the form of the Wingate, and we also saw the closure and opportunity to have their property photographed beautifully. renovation of a cornerstone hotel for Kamloops, as the Hotel 540 The Kamloops Accommodation Association looks forward to begins it’s transition to a Delta property. continuing to strengthen this partnership to grow tourism We’re now more than a year removed from the increase in the in Kamloops. MRDT and we’re already seeing the positive impact that additional marketing dollars can have on the shoulder seasons, as most months Tyson Andrykew in the year experienced year over year growth in revenue the KAA’s Kamloops Accommodation Board Of Directors member properties.

6 2018 ANNUAL REPORT TOURISM KAMLOOPS message from the board chair

What a year 2018 was for tourism in Kamloops. We continued to see mild winter helped to keep the highways open and moving traffic all strong growth year over year and it was even more encouraging that year. Needless to say it was good for business. It was a long awaited the numbers were strong in the shoulder and winter seasons. The development to see a Performing Arts Centre proposal come forward recognition and credit for everything we have achieved can be widely once again. Tourism Kamloops will work closely with the City on the shared between all our tourism stakeholders and Tourism Kamloops. proposal to make sure any Centre meets the needs of the community for years to come. Once again the year was highlighted by another challenging summer of fires and smoke across the city and surrounding region. Unlike 2017 we The Board of Directors took many positive steps to set up Tourism did not have the volume of evacuees and emergency services personnel Kamloops for success. We focused on governance training and ensuring in the city but still had the impacts of the fires. Fortunately we were that the strategic direction and plan for Tourism Kamloops was able to offset any loss of business through programming that brought thoroughly reviewed. I am especially pleased to note that the Board has in many visitors outside of the summer months. Our industry did a great made a commitment to make excellence in governance and a review job of coming together to make sure the visitor had a great experience of the plan an annual occurrence. Through our Board Development no matter the situation. We had some key summer events including the Committee we worked with our stakeholders from the KAA to ensure Junior Hockey Summer Showcase, International Buskers Festival and that open Board seats were filled by individuals who could bring the annual events such as Ribfest, Hot Summer Nights and Music in the Park. strongest and most needed skill sets.

For the first time Kamloops had direct flight service to Toronto. It was This past year marked the first full year of a 3% accommodation tax. The a highlight seeing our industry out in full force to welcome the first additional funds have allowed for added programming that has made passengers off the plane. While the Toronto flights will be delayed this for a significant increase in overall accommodation revenues. We have year due to a shortage of planes it is encouraging to know that the seen confidence from our accommodation stakeholders by inventing in market was strong enough to support a return for 2019. A relatively both new builds and renovations.

7 2018 ANNUAL REPORT TOURISM KAMLOOPS message from the board chair

In summary I would like to pass along a special thank you to our outgoing board members and at the same time welcome our new directors. I would also like to thank and congratulate the entire team at Tourism Kamloops for another great year. Our key stakeholders from the KAA and the City of Kamloops have continued to be vital partners in achieving our goals. Above all I would like to thank all our partners in tourism for continuing to be “Boldly Unscripted” in everything they do.

Steve Earl Tourism Kamloops Board of Directors Chair

8 2018 ANNUAL REPORT TOURISM KAMLOOPS tourism kamloops board of directors

Stephen (Steve) Earl Tim Rodgers Ryan Scorgie Chair Treasurer Director Fairfield Inn & Suites Best Western Plus Kamloops Forward Law LLP

Joey Beltrano Maike Mayden Colin O’Leary Past Chair Director Director Retirement Concepts Four Points by Sheraton O’Leary and Associates Ltd.

Percy Amaria Alison Stewart Denis Walsh Vice Chair Director City Council Representative Ramada Inn City of Kamloops

Trish Morelli Al Patel Tammy Robertson Secretary Director City Liaison Kamloops Winery Association Scott’s Inn & Restaurant City of Kamloops

9 2018 ANNUAL REPORT TOURISM KAMLOOPS tourism kamloops team

Beverley DeSantis Tara Look Michelle McAleese CEO Corporate Operations + Social Media + Content Events Officer Marketing Specialist Monica Dickinson Director of Industry Roxanne Kennedy Rachel Lewis Relations + Communications Business Development Strategist Graphic Designer + Brand Specialist Lisa Strachan Carmen Ruiz Director of Destination Industry Relations + Candace Lewis Development + Travel Trade Communications Specialist Web Developer + Design Specialist Amy Thompson Lisa White (Maternity Leave) Director of Brand + Marketing Industry Relations + Angie Halas Communications Specialist Visitor + Stakeholder Liaison

10 2018 ANNUAL REPORT TOURISM KAMLOOPS 2018 approved budget

REVENUE 2018 BUDGET % OF EXPENSES 2018 BUDGET % OF

City of Kamloops – Tourism Service Agreement $250,000 11.5% Brand + Marketing $467,023 21% Municipal Regional District Tax $1,715,000 78% Experience $220,000 10% Partner Marketing Programs $50,000 2.5% Community + Stakeholders $165,000 7% Industry Leadership Events $5,500 0% Sustainability $4,000 0% City of Kamloops – Visitor Centre Service Agreement $113,500 5% Innovation $60,000 3% Destination BC – Visitor Centre Service Agreement $20,923 1% Meetings + Conventions $152,500 7% Visitor Centre Retail Sales & Brochure Racking $17,500 1% Visitor Services $171,450 8% Federal Job Grant – Visitor Centre $7,500 0% Allocated Salaries + Benefi ts $762,500 35% Destination BC – Innovation Fund $6,500 0% Administration $150,200 7% Lower North Thompson Tourism Society MOU $15,000 1% Contingency $50,000 2%

Interest Revenue $1,250 0%

TOTAL REVENUE & APPROVED FUNDING $2,202,673 100% TOTAL EXPENSES $2,202,673 100%

11 2018 ANNUAL REPORT TOURISM KAMLOOPS 1290 West Trans Canada Hwy Kamloops BC | V2C 6R3 tourismkamloops.com