Hastings County
Total Page:16
File Type:pdf, Size:1020Kb
2010 PRTD RESEARCH REPORT Marketing & Communications PRTD Research Report 1 JUNE, 2010 Hastings Premier-ranked Tourist Destination Framework (PRTD) project was an initiative endorsed by: Hastings County’s Economic Development Committee and facilitated by the Planning and Development Department, The Ontario Ministry of Tourism, Ministry of Training, Colleges & Universities (MTCU), Hastings County tourist industry stakeholders. Funding for the project came from The Ontario Ministry of Training Colleges & Universities, MTCU. The Government of Canada Hastings County Planning & Development Department 15 Victoria Avenue Box 2 2nd. Floor Belleville On. K8N-1Z5 613-966-6712 ext. 4011 866-321-9563 ext.4011 Hastings County | 2010 2 PRTD Research Report TABLE OF CONTENTS Acknowledgements ................................................................................................................................................................ 3 List of Tables and Figures ........................................................................................................................... 5 Executive Summary & Recommendations ............................................................................................... 6 Premier-Ranked Tourist Destination Background ................................................................................. 11 Project Timeline ........................................................................................................................................ 13 Purpose of PRTD Framework in Hastings County .................................................................................. 14 Hastings County Community Profile ........................................................................................................ 15 PRTD Framework Overview ..................................................................................................................... 16 Evaluation .................................................................................................................................................. 18 Product .................................................................................................................................................................................. 20 A Distinctive Core Attractors ............................................................................................................................. 21 B Quality and Critical Mass ................................................................................................................................. 43 C Satisfaction and Value ...................................................................................................................................... 53 D Accessibility .......................................................................................................................................................... 55 E Accommodations Base ..................................................................................................................................... 58 Performance ....................................................................................................................................................................... 60 F Visitations .............................................................................................................................................................. 60 G Occupancy and Yield ......................................................................................................................................... 65 H Critical Acclaim ................................................................................................................................................... 67 Futurity ................................................................................................................................................................................. 70 I Destination Marketing ..................................................................................................................................... 70 J Product Renewal ................................................................................................................................................ 75 K Managing within Carrying Capacities ........................................................................................................ 78 Hastings County | 2010 PRTD Research Report 3 ACKNOWLEDGEMENTS Hastings County Economic Development would like to acknowledge and thank the many tourism business operators and industry colleagues who contributed to the success of the Hastings County Premier-ranked Tourist Destination Project (PRTD). PRTD Research Team: Dorothy Connolly Jeremy Lanteigne Joan Phillips Laurie Caouette Research Assistant Jordan Hypes, Economic Development Officer, Hastings County Project Supervisor: Andrew Redden, Economic Development Manager, Hastings County Ontario Ministry of Tourism: Beverley Quirt, Regional Tourism Industry Advisor Project Consultant: Richard Innes, Brain Trust Marketing & Communications Hastings County PRTD Community Champions: Rui Pereira, Marmora Inn Janis Whitehead, Old Tin Shed Chris Drost, Bancroft Revitalization Committee Joan Wilkinson, Stirling Festival Theatre Justin Bray, Municipality of Tweed Jim Bakker, Madoc Chamber of Commerce George Offshack, Limerick Lake Lodge Cindy Cassidy, Eastern Ontario Trails Association Joe Schulmann, Bancroft Revitalization Committee Richard Lowery, Marmora Sled Dog Races Olga Kovaleva, Birdswood Bed & Breakfast Rob Price, Spotted Dog Bed & Breakfast Dave Little, O'Hara's Mill Homestead Ron Reid, Hastings County Museum of Agricultural Heritage Louise Livingston, Harvest Hastings Typhany Choinard, Municipality of Marmora & Lake Shirley Ivison, Artists in Motion Kim Crawford, Bancroft Chamber of Commerce Robin Tait, Bancroft Chamber of Commerce Hastings County | 2010 4 PRTD Research Report Sharon Pedersen, Municipality of Tweed Dana Valentyne, Town of Deseronto Elisha Maguire, Stirling-Rawdon Township Christine Dominico, Artists in Motion Steve Elsey, Hastings County Plowing Match and Farm Show Ellen Wilson, Wilson’s of Madoc Jane McCoy, Artists in Motion Fern Garside, Artists in Motion Bob Cloes, Community Futures Development Corporation of North & Central Hastings and South Algonquin David Grindlay, Building Bancroft Barbara Smith, Deseronto Arts & Culture Society Partners in Funding: County of Hastings Ontario Ministry of Training, Colleges, and Universities Ontario Ministry of Tourism Government of Canada Hastings County Planning and Development 15 Victoria Avenue Box 2, 2nd Floor Belleville, Ontario K8N 1Z5 Hastings County | 2010 PRTD Research Report 5 LIST OF TABLES Table 1 Distribution of core and sector surveys ......................................................................................... 19 Table 2 Fishing Tournaments ...................................................................................................................... 24 Table 3 Farmers Markets and County Fairs ................................................................................................ 35 Table 4 Classification of core attractions .................................................................................................... 41 Table 5 Total tourist trips ............................................................................................................................ 42 Table 6 Visitation by season in Hastings County......................................................................................... 42 Table 7 Duration of Core experiences ........................................................................................................ 44 Table 8 Duration of on-theme experiences ................................................................................................ 44 Table 9 Experiences with multiple price range ........................................................................................... 46 Table 10 Tourism publication in Hastings County....................................................................................... 47 Table 11 Cultural and Entertainment Experiences ..................................................................................... 48 Table 12 Events with national recognized performances ........................................................................... 49 Table 13 Total dining options ...................................................................................................................... 50 Table 14 Quality dining options .................................................................................................................. 50 Table 15 Retail Shopping Experiences ........................................................................................................ 51 Table 16 Baptise Lale ..................................................................................... Error! Bookmark not defined. Table 17 Price ranges for key experiences .................................................................................................. 54 Table 18 Travel time to major markets ....................................................................................................... 55 Table 19 Total Accommodations ................................................................................................................ 58 Table 20 Distance from Hastings County communities