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OTTAWA's Premier-Ranked TOURIST Destination PROJECT

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OTTAWA's Premier-Ranked TOURIST Destination PROJECT OTTAWA’S PREmIER-RANkEd TOURIST dESTINATION PROJECT FINAL REPORT | September 2009 TABLE OF CONTENTS ACKNOWLEDGEMENTS . 2 BACKGROUND . 3 PROJECT PROCESS . 5 INTRODUCTION . 6 PRODUCT, PERFORMANCE, FUTURITY: THE THREE ASSESSMENT MEASURES . 7 PRODUCT . 10 PERFORMANCE . 15 FUTURITY . 22 OBSERVATIONS . 25 RECOMMENDATIONS & ACTIONS . 27 NEXT STEPS . 28 CONCLUSION . 28 GLOSSARY OF TERMS . 29 OTTAWA’S PREMIER-RANKED TOURIST DESTINATION PROJECT 1 ACkNOWLEdGEmENTS Ottawa’s Premier-ranked Tourist Destination Project Steering PREMIER-RANKED TOURIST Destination Committee would like to acknowledge and thank the many STEERINg cOMMITTEE: tourism business operators and industry colleagues who • Pat kelly, Ottawa Convention Centre contributed to the success of the project . • Daniel Laliberté, marriott Ottawa PREMIER-RANKED TOURIST Destination • Noel Buckley, Ottawa Tourism RESEARch TEAM: • Jonathon Harris, Ontario ministry of Tourism Algonquin College • Dick Brown, OGHA • Dave donaldson, Executive dean, • Ian duff, City of Ottawa School of Business & Hospitality • Guy Laflamme, National Capital Commission • Ian Anderson, Faculty • Dave donaldson, Algonquin College • Chantal Borst, Faculty • Michael Crockatt, Ottawa International Ottawa Tourism Airport Authority • Karen Best, Executive Assistant / HR manager • Gilles Picard, Tourisme Outaouais PREMIER-RANKED TOURIST Destination PROjEcT FAcIlitator / cONSUltant: SEcTOR chAMPIONS: • Richard Innes, BRAIN TRUST marketing & • Dick Brown, OGHA, Accommodations Communications • Phil Waserman, Ontario Restaurant Association, Restaurants • Sophie Vydykhan, NCC, Tourist Destinations/Attractions This project was funded in partnership with the • Mark monahan, Cisco Bluesfest, Ontario Ministry of Tourism and the City of Ottawa Sports/Recreation/Events The project was facilitated by • Cindy Van Buskirk, Rideau Centre, Retail • Paul G. Akehurst, Intertask Group of Companies, Meeting Venues/Suppliers • Michael Crockatt, Ottawa International Airport Authority Transportation 1800 – 130 Albert Street, Ottawa . ON, K1P 5G4 613-237-5150 2 OTTAWA’S PREMIER-RANKED TOURIST DESTINATION PROJECT BACkGROUNd The Premier-ranked Tourist Destination Framework (PRTD) The successful implementation of the recommendations was an initiative developed by the Ontario Ministry of Tourism is based on a thorough understanding, appreciation, in 2001 . The goal of the PRTD program is to help destinations engagement and endorsement from both the private and across Ontario identify areas for development related to public sector partners . This is not an initiative of government, tourism, assess their competitive tourism advantage and at any level . It is a shared process undertaken by industry and ultimately improve to become a destination of choice . Being government, both must accept the accountability for delivery if a Premier-ranked Tourist Destination indicates that “here is a it is to be viewed as productive over the long term . place more attractive than the rest, a place the potential tourist The PRTD project’s scope and focus is on Ottawa and visitor should consider first in making travel plans .” To be clear, Canada’s Capital Region . The region sits on the border Premier-ranked is not a formal tourism designation but rather between the provinces of Ontario and Quebec in central is an internal tourism goal for a destination to work towards as Canada . Ottawa was made capital of the British colonial it relates to becoming “better than the rest” . Province of Canada in 1857 . In the 20th century, a much To assist municipalities with assessing and developing their larger Capital region was created to serve as a frame for tourism product, the Ministry of Tourism established a tool Canada’s Capital . Since 1969, Ottawa and Gatineau (two called the Premier-ranked Tourist Destinations Framework . cities that face each other across the broad Ottawa River) This framework assists jurisdictions in assessing their tourist and the surrounding urban and rural communities have been assets, attractions and amenities and allows them to identify formally recognized as Canada’s Capital Region . opportunities in tourism development . The Ministry of Tourism provides financial assistance to regions that successfully apply cANADA’S Capital REgION to undertake the PRTD process . • Encompasses 4,715 square kilometres of river valley, Many regions and cities in Ontario have completed PRTD mountains, wetlands and fields and stretches out on projects including the Regional Municipalities of Halton, both sides of the Ottawa River to include parts of two Niagara, York, Prince Edward County, Muskoka and Durham . Canadian provinces — Ontario (to the south) and Quebec The cities of Mississauga, Hamilton, Cornwall, Brockville, (to the north) Kingston, Gananoque and Toronto have also completed their PRTD assessments along with many others . Most • Lies at 79 metres above sea level and enjoys a have used the results of their studies in the development of “continental” climate (hot and humid in summer, cold comprehensive tourism product development plans . and snowy in winter) The Ottawa PRTD project is an initiative facilitated by Ottawa • Contains two major cities — Ottawa and Gatineau — as Tourism, the Ontario Ministry of Tourism, the City of Ottawa, well as numerous small towns and has a total population Algonquin College, and tourism industry stakeholders . The of 1 130. million (as of 2006) funding for the project came from the Ontario Ministry of • One of Canada’s most bilingual communities, with nearly Tourism, the City of Ottawa and Ottawa Tourism . half a million people speaking both English and French OTTAWA’S PREMIER-RANKED TOURIST DESTINATION PROJECT 3 The tourism consulting firm BRAIN TRUST Marketing & The consultant worked with Ottawa Tourism staff, Communications was retained in January 2009 to assist Algonquin College students and staff, the PRTD with the design and implementation of the process and the Steering Committee and the PRTD Sector Champions to analysis of the audit results and preparation of the final report . establish the PRTD process for Ottawa . This collection of individuals also served to review the results, assess Unlike other destinations that have undertaken the project current industry strengths, weaknesses, attributes, where an audit team was hired, the audit was completed product/service gaps, factors and conditions that by faculty and students from Algonquin College . They impact existing and future development plans and to assisted in the development and completion of an Ottawa also identify potential opportunities and partnerships PRTD tourism resource inventory . The resource inventory within the tourism industry . Based on feedback and was carried out in the form of a comprehensive collection comments received from the Sector Champions and the and understanding of tourism establishments in the greater industry at a number of meetings and through individual Ottawa area . The inventory took into account establishments conversations, recommendations for inclusion in the final from the accommodations, food and beverage, attractions, report were developed . arts and culture, outdoor recreation, events, meeting/ convention/conferences, planning, heritage and retail sectors . Inventory results were compiled in a comprehensive database maintained by the Audit Team . The inventory formed the basis of the understanding of Ottawa’s tourism offering . 4 OTTAWA’S PREMIER-RANKED TOURIST DESTINATION PROJECT PROJECT PROCESS November 2008 Brain Trust meets with Ottawa’s PRTD April 2008 Audit/inventory complete, Resource Audit Steering Committee to discuss project and Opportunity Matrix complete, PRTD objectives and approach Workbook complete, preliminary findings and observations developed by Brain Trust december 2008 Ottawa Tourism submits its PRTD project application to the Ontario Ministry may 2008 Industry consultation meetings held of Tourism to garner feedback and validation of preliminary findings and observations January 2009 Ottawa Tourism receives approval from the Ministry of Tourism to undertake June 2009 Validated findings, observations and the Premier-ranked Tourist Destinations DRAFT recommendations presented to Framework PRTD Steering Committee for validation - recommendations are endorsed January 2009 Brain Trust develops and receives approval for Ottawa’s PRTD approach June 2009 Ottawa’s DRAFT PRTD recommendations presented to Ottawa’s tourism industry at January 2009 Brain Trust meets with and briefs Algonquin Ottawa Tourism’s Annual General Meeting . College faculty and develops the project Industry given 2 weeks to offer feedback inventory/audit methodology and input February 2009 PRTD Project launch meeting with Ottawa’s Consultant prepares and delivers Final tourism industry July 2009 PRTD Report February 2009 Ottawa’s PRTD audit/inventory begins It can be safely said that, as a result of this consultative march 2009 Consultant meets with senior staff process, the tourism industry in Ottawa and the Capital and a variety of industry leaders to Region have endorsed the recommendations contained discuss Ottawa’s tourism opportunities in this report . It is the culmination of many hours of and challenges diligent work, dialogue and discussion . This report march 2009 Sector Champions meeting held to discuss contains key recommendations that, if implemented, will Ottawa’s tourism opportunities and have a positive impact on all of those who live, work and challenges as well as review and validate visit Canada’s Capital
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