Columbia Valley Destination Development Strategy Has Been Developed to Enhance the Competitiveness of the Columbia Valley Over the Next 10 Years and Beyond
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COLUMBIA VALLEY DESTINATION DEVELOPM E N T STRATEGY FINAL DRAFT: November 2018 1 CONTACTS Destination BC Representatives Seppe Mommaerts, MANAGER, DESTINATION DEVELOPMENT Jody Young, SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] Kootenay Rockies Tourism Emilie Cayer-Huard INDUSTRY & DESTINATION DEVELOPMENT SPECIALIST 250 427 4838 ext.206 [email protected] Indigenous Tourism Association of BC Theodore Assu DIRECTOR OF TRAINING & EXPERIENCE DEVELOPMENT 604 921 1070 [email protected] Ministry of Tourism, Arts and Culture Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] Destination BC Facilitator Suzanne Denbak Cadence Strategies 604 905 9678 [email protected] 2 CONFIDENTIAL DRAFT STRATEGY – Not For Distribution. For input purposes only. Table of Contents i. EXECUTIVE SUMMARY ...................................................................................................... 5 Distinctive Destination for the Columbia Valley ................................................................................................................. 5 Distinctive Direction for the Columbia Valley .................................................................................................................... 8 ii. ACRONYMS .................................................................................................................... 12 1. FOREWORD & ACKNOWLEDGEMENTS ........................................................................... 13 2. INTRODUCING THE STRATEGY ...................................................................................... 14 Program Vision and Goals................................................................................................................................................. 14 Purpose of the Strategy .................................................................................................................................................... 14 A Focus on the Supply and Experience ............................................................................................................................. 15 Methodology .................................................................................................................................................................... 16 Key Outputs ...................................................................................................................................................................... 17 3. ALIGNMENT ................................................................................................................... 18 4. SUCCESS NETWORK ....................................................................................................... 20 5. A DISTINCTIVE DESTINATION – Overview of the Columbia Valley .................................. 22 Geographic Description of the Area ................................................................................................................................. 22 Description of the Population Base, Communities and First Nations .............................................................................. 23 Description of Economy Base – Historical and Current .................................................................................................... 27 Overview of Tourism Performance................................................................................................................................... 28 Key Visitor Markets ........................................................................................................................................................... 29 Summary of Key Strengths, Challenges and Opportunities ............................................................................................. 32 Experience Potential ......................................................................................................................................................... 35 6. A DISTINCTIVE DIRECTION – The Direction for the Strategy ........................................... 38 Vision ................................................................................................................................................................................ 38 Goals ................................................................................................................................................................................. 38 Guiding Principles for Destination Development ............................................................................................................. 39 Motivating Experiences .................................................................................................................................................... 39 Development Themes....................................................................................................................................................... 42 Interaction of Development Themes and Motivating Experiences .................................................................................. 44 7. THE STRATEGY AT A GLANCE ......................................................................................... 46 3 CONFIDENTIAL DRAFT STRATEGY – Not For Distribution. For input purposes only. 8. STRATEGIC PRIORITIES ................................................................................................... 47 Objectives & Actions ......................................................................................................................................................... 47 Theme 1 - Access: Secure Reliable and Timely Access to and within the Columbia Valley ............................................. 49 Theme 2 – Business Climate: Create an attractive business climate for new and expanding tourism businesses including a pool of year round skilled staff, adequate affordable housing, locally delivered service training programs and supportive communities/local governments ............................................................................................................ 51 Theme 3 - Environmental Sustainability: Protect the natural environment and manage tourism impacts .................... 55 Theme 4 – Community/Social Sustainability: Maintain and enhance community character and vibrancy .................... 57 Theme 5 – Visitor Infrastructure/Services/Amenities: Develop well planned and well located amenities and infrastructure to support quality travel experiences ....................................................................................................... 59 Theme 6 – Quality & Variety of Year Round Experiences: Maintain current experiential strengths and support the introduction of additional year round, memorable experiences ..................................................................................... 62 Theme 7 – Relationships and Collaboration: Work together collaboratively and effectively for mutual gain. ............... 69 9. IMPLEMENTATION FRAMEWORK .................................................................................. 71 Catalyst Projects ............................................................................................................................................................... 71 Provincial and Regional Priorities ..................................................................................................................................... 77 Funding Programs ............................................................................................................................................................. 80 10. MEASURING AND MONITORING SUCCESS ................................................................... 81 11. APPENDIX .................................................................................................................... 82 Appendix 1: Overview of Planning Process ...................................................................................................................... 82 Appendix 2: Planning Considerations ............................................................................................................................... 83 Appendix 3: Objectives by Priority and Implementation Timing...................................................................................... 85 Appendix 4: Alignment Details – plans reviewed ............................................................................................................. 95 Front Cover Photo Credit: Columbia River Wetlands, Photographer: Andrew Penner 4 CONFIDENTIAL DRAFT STRATEGY – Not For Distribution. For input purposes only. i. EXECUTIVE SUMMARY Distinctive Destination for the Columbia Valley The Columbia Valley lies between the Purcell Mountain Range to the west, and the Canadian Rockies to the east, and includes Columbia Lake and Lake Windermere, the internationally renowned Columbia Wetlands, and the Columbia River as well as Kootenay National Park. Geographically, the Columbia Valley extends some 102 kilometers from the community of Spillimacheen in the north, to Canal Flats in the south, and includes Areas F and G of the Regional District of East Kootenay. The Columbia Valley is within the Traditional Territories of both the Ktunaxa Nation (?akisq’nuk First Nation) and the Secwepemc (Shuswap) peoples. The Columbia Valley includes the following municipalities and rural communities: Area