2014 YEAR IN REVIEW As presented at the AGM, October, 2015 Message from the chair

Dear Tourism Partners, Sincerely, It has been a tremendous year to hold asset to the County. Internationally the position of Chair of Tourism - recognized events like the World Under 17 Lambton (TSL). Through the hard work Hockey Tournament and Masterworks and dedication of the TSL team, our from the Beaverbrook Art Gallery have county is evolving into one cohesive done well to assist in the recognition of tourism destination with an experience as a world class Kenneth Hoare available for everyone. destination. Please be sure to take some Chair, Tourism Sarnia-Lambton time over the next couple of months to enjoy The relocation of our office to the this extremely rare opportunity to view the Douglas G. Keddy building located at Beaverbrook collection at the Judith & 1455 Venetian Boulevard in Point Norman Alix Art Gallery. Edward at the foot of the was completed earlier this year. For my final words as the Chair of TSL, I Our new location is proving to be the would like to extend a sincere thanks to high visibility spot that we had hoped our valued tourism partners within and is generating lots of new found Lambton County and request your interest in the County. The TSL team continued support and commitment to our has transitioned into the new space with County. I would also like to thank the TSL excitement and a fresh spark of Board of Directors for their support of my enthusiasm that will move the team role as the Chair and their individual forward within our Strategic Plan. commitments to enhancing tourism throughout the county. I hope you will With the dedicated leadership of our continue to be part of our dynamic General Manager Marlene Wood, TSL network of tourism partners and seek out has once again proven itself to be an opportunities to get involved.

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Executive Summary desire to understand the local On behalf of the Tourism Sarnia-Lambton The findings identified 12 Unique Traveller culture and venture beyond the team and our Board of Directors, I am Segments. Based on historical data from Stats beaten tourist paths. TSL identified delighted to present Tourism Sarnia- Can we identified 4 key segments of the 12 eight key experiences based on the Lambton’s Annual Report for 2014. As the Unique Traveller Segments. Our marketing target markets, statistical third largest industry in Lambton County, strategies are based on these findings and their demographics and travelling trends. tourism continues to contribute relevance to our tourism experiences and assets significantly to the community's economic in Lambton County. We concentrate on building strong prosperity and influence the overall quality partnerships with tourism of life. Tourism-Sarnia Lambton initially represented businesses and other key county tourism activities by their geographic Tourism Sarnia-Lambton’s Annual Report organizations throughout Lambton location – North Lambton, Central Lambton, County. These important provides a synopsis on the performance of Sarnia & Pt. Edward, and St. Clair River District. tourism in Lambton County. This report relationships play an integral role in We saw the need to evolve how tourism working as a team to enhance will provide you with an overview of activities are presented to visitors and shifted Tourism Sarnia-Lambton’s history, product development within our our focus from where tourism activities exist to priority experiences and attract highlights of the Strategic Plan, an outline how visitors sought to interact with the of marketing tools and initiatives, a more visitors to the county. The activities. This is known as experiential success we achieve through summary of accomplishments and local tourism. Experiential tourism closely follows data provided by tourism partners. We partnerships demonstrates our trends among visitors who are seeking hands- commitment and common goals of acknowledge that this report is not 100% on experiences that engage the senses and comprehensive, as it only reports the showcasing our community. create life-long memories. statistics of those respondents that replied. In addition, Stats Can has not released data Tourism Sarnia-Lambton continues Many visitors are not interested in passive to be successful in introducing for 2014. tourism attractions, but prefer learning, media travel writers and tour touching, feeling, smelling and building. In operators to the region on pre- Tourism Sarnia-Lambton monitors visitor other words, people are looking for experiences. trends and intentions to better understand planned full-itinerary familiarization Lambton County has all the right ingredients (FAM) tours. In 2014 we featured their future. We assessed research for experiential tourism. It has tourism assets in conducted by TNS for Southwest visits to Forest Glen Herb Farm, local food, culture, ecotourism, heritage, sports Twin Pines Orchards & Cider House, Tourism Corporation ( SWOTC) and nature. “Understanding OSW Tourism Growth Stones N’ Bones Museum, Best Western Plus Guildwood Inn, Judith Opportunities” in 2014 and several “Travel A significant market opportunity exists in Intentions Studies” for the Ministry of & Norman Alix Art Gallery, Purdy’s meeting the type of experiences today’s visitors Fish Market, OLG Point Edward Tourism Culture and Sport since 2012. seek. Seeing the sights is not enough. Visitors 3

Casino, Munro Honey and John’s “Discoveries that Matter” represents the 11 distinct guidance and support. And last but not Restaurant. communities and 3 . Over 2 years of least the TSL team for their unwavering development, TSL played a key role on the dedication and hard work. We also understand the importance of Community Branding committee. TSL has tied the providing opportunities for professional Brand into our new TSL logo with the tagline THANK YOU ! and organizational development for “Experiences that Matter”. tourism partners and stakeholders. For I am confident in our forthcoming the past three years, TSL has held an TSL has taken the lead on a new project to engage and progress and continuous evolution. Annual Tourism Summit for the benefit develop Inclusive Tourism. Through partnerships and of tourism partners and individuals. In a grant from the Ministry of Economic Development, Sincerely, 2014, internationally-acclaimed tourism Trade and Employment. “Breaking Barriers to expert author and speaker Roger Brooks Business” (BB2B) was launched. The project assists wowed attendees with his engaging and tourism partners and businesses in understanding the informative sessions. buying power of Consumers with disabilities and how they can find simple solutions to provide better access. TSL remains to be active with prominent TSL and BB2B have been nominated for a 2015 Marlene Wood Provincial and National association Accessible Tourism Award of Excellence by the General Manager, memberships such as the Canadian Ontario Tourism Industry Association. Tourism Sarnia-Lambton Sport Tourism Alliance (CSTA), the Ontario Motor Coach Association In March of 2015, TSL had the honour of being a (OMCA) and the Travel Media nominee for the Sarnia Lambton Chamber of Association of (TMAC). These Commerce Outstanding Business Awards - Marketing memberships provide the opportunity to and Promotions Award. receive direct leads on potential bids for future business. Some examples of the Early in 2015 we moved into our new offices within the successful bids are highlighted in this Douglas F. Keddy building beside the Ontario Travel report. Most notably the World Under 17 Information Centre. We are excited to develop our Hockey Tournament, & St. Visitor Centre and enhance our visitor’s services and Lawrence Cities Initiatives Conference Volunteer Ambassador program. Tourism Sarnia- and the “Masterworks of the Lambton is dedicated to reassessing and molding Beaverbrook Art Gallery” exhibit. ourselves as an organization to best manage an ever- changing and growing tourism industry. In December of 2014 an “Umbrella Brand” for Lambton County was I would like to express my sincere appreciation to launched. Volunteers Board of Directors for their ongoing 4 BOARD OF DIRECTORS 2014-2015 Representing: Outdoor Recreation - CHAIR TSL Staff & Board Kenneth Hoare, Indian Hills Golf Club Member At Large –VICE CHAIR STAFF Mary Prendiville, Nova Chemicals Corporation Member At Large - TREASURER Marlene Wood Doug Woods General Manager Funder Rep. County Of Lambton - Warden [email protected] Todd Case, County of Lambton Leona Allen County Of Lambton - CAO Tourism Information Co-ordinator/Office Administrator Ron VanHorne, County Of Lambton [email protected] Councillor, City Of Sarnia/County of Lambton Vicky Praill Anne-Marie Gillis, City Councillor Special Events & Group Marketing Co-ordinator Chamber of Commerce [email protected] Mark Lumley, S/L Chamber of Commerce

Lesley Gelinas Chamber Of Commerce E-Marketing Projects Co-ordinator/Webmaster Susan Mills, G B Chamber of Commerce [email protected] Sarnia-Lambton Economic Partnership (SLEP)

George Mallay Beverley Horodyski Convention/Motorcoach Marketing Co-ordinator Culture & Heritage [email protected] Richard Poore, VPP Gaming Julia Iacovella Social Media Co-ordinator Karen Richards, OLG Casino Point Edward [email protected] Education Jasmine Lenuzzi, Lambton-Kent District School Board Chris Bregman Shopping & Retail Sales Co-ordinator [email protected] Paul Smith, Smith Farm Estate Enterprises Member At Large Helen Cole

Food & Beverage Barbara Bloch-Gower, Custom Catering by Barbara 5 History Of Tourism Sarnia-Lambton  On July 5, 2000, the Corporation of the County of Lambton, City of Sarnia, Village of Point Edward, Sarnia Lambton Chamber of Commerce and the Council for Economic Renewal entered into an agreement to transform the Convention and Visitors Bureau into a free-standing tourism services organization known as Tourism Sarnia-Lambton (TSL).

 In October 2012 Lambton County Council approved TSL and the County of Lambton to enter into a multi-year funding agreement effective April 1,2013 to March 31st 2017.

 The object of TSL, a not for profit corporation, is to provide direction and leadership to the growth and development of the tourism industry in Sarnia-Lambton.

 In pursuit of its purpose, funding support for TSL comes from the County of Lambton and local tourism industry partners that participate in marketing and promotional material.

 The TSL office is on Venetian Boulevard, Point Edward and operations are governed by a 15 member Board of Directors and 7 staff.

6 STRATEGY, DESTINATION MARKETING INITIATIVES, OPERATIONS Going forward… MISSION STATEMENT  It is the mission of TOURISM SARNIA-LAMBTON to bring more people (visitors) to our area, get them to stay longer, spend more money and ensure their experience will bring them back.

VISION STATEMENT  To foster a spirit of partnerships within Sarnia-Lambton to enhance tourism through programs, ideas, and initiatives that will grow the tourism industry, resulting in a greater tax revenue for municipalities within the Sarnia-Lambton area.

The STRATEGY of Tourism Sarnia-Lambton is:  To lead and assist tourism partners in development that integrates and generates economic renewal,  To establish a unified brand and greater awareness about our home  To grow sustainable long-term funding to Tourism Sarnia-Lambton and our destination marketing and management initiatives.

8 Core Services Key Areas of Focus Marketing and Communications  Identify the needs of new, emerging and existing markets and develop programs to address needs

Product and Partnership Development  Identify and build new products; soft development that will attract new visitors and maintain existing visitation

Provide Visitor Services  Provide visitor information to those outside our community and coordinate same in local areas where resources permit

International Business Operations  Providing a bridge between strategic vision and operations readiness

9 Core Services: Development & Marketing Activities

Internal External

 Identify Potential Investment Attraction  Market Development and Liaison  Publicity & Media Relations  Industry Training, Development and  Publications Communications  Website  Signage  Broad-Based Brand Awareness  Community Awareness Marketing  Develop and Enhance Products  Niche Leisure Marketing  Regional Collaboration  Motor Coach Programs  Strategic Planning  Meeting, Convention and Incentive Travel  Sports Tourism

10 Experiences:

 Arts & Culture ( Oil Heritage, Galleries , Museums, Festivals )  On the Farm ( Local Food Culture, Agri-tourism , Farmer Markets)  All about Sports ( tournaments , outdoor activities )  Beach & Sun (Blue Flag designations,  Entertainment ( Festivals, Concerts, Gaming, Dining)  Eco-adventure ( Trails, Camping, Birding, Canoeing )  Travel in Style (Luxury, Spa Getaways)  Family Fun ( Festivals, Nature )

Highlighting our region’s key assets and attractions, TSL will focus its efforts and resources on marketing the region as a premiere year-round destination for consumer travellers, sports tourism and the growing area of group travel. Target Market: We will aid associations, organizations and meeting planners throughout Ontario and Canada. We will continue to utilize our relationships with various Group Travel Associations OMCA & CSTA

11 WHAT WE USE TO PROMOTE OUR COMMUNITY… AAA Globe Living & Mail tourism sarnia TTC Digital lambton Screens .com Experience Guide Social & Map Media

Consumer Email Province Newsletter Wide Print

Publications Experiential PAID OWNED Industry Tourism Email Online Newsletter Advertising Eco-System

TSL Visitor ONRoute Services Distribution EARNED Centre

Digital Twitter

Travel Facebook Writers Media Relations Pinterest Sarnia & Lambton County Travel Guide 2014-15 (Hard Copy & Digital)

Tourism Sarnia-Lambton’s signature consumer marketing publications are the Official Lambton County Travel Guide and Road Maps. The 2014-15 cover illustrates family friendly destinations that can be found throughout Lambton County. We kept our tagline featured on the 2013-14 cover; Navigate to great times in Lambton County. The tagline is primarily a play on the plentiful watercraft that can be seen navigating our beautiful St. Clair River & waterfront as well as the navigation required on the 402, 40 and 21 Highways to get them to their destination, Lambton County. The resources are designed to showcase the region and offer visitors key travel information on local attractions, accommodations, dining, heritage sites, special events/festivals, theatre, art galleries, golfing, campgrounds, trails, boating and parks.

In 2014, we produced 65,000 copies of the travel guide and 55,000 copies of the fold-out city/county map. The guide with its 47 pages of editorial, coloured images and paid advertisements illustrates a representation of tourism products and services available to visitors throughout Sarnia and Lambton County. Whether a visitor is looking for live theatre, hiking at the Pinery, fast paced drag car racing or a winery tour, there’s an experience to suit everyone.

Designed to be user friendly, the guide continues to receive positive feedback.The easy access chart listings are updated annually and offer detailed information on Hotels & Motels, Parks & Beaches, Marinas & Services, B & B’s, Cottages & Cabins, Camping, Golf/Driving Ranges and Trails. The Ontario and Local Travel Information pages include all the “must-know” pieces of information including customs and immigration, required documents, duty free shopping, border crossings and currency.

Digital versions of the complete travel guide and map are available 24/7 online at www.tourismsarnialambton.com 14 Additional TSL Publications Produced

Sports & Recreation Facilities Guide (Hard Copy & Digital) The Sports & Recreation Facilities Guide, is a 20 page publication with detailed information on sports & recreation facilities in Sarnia & Lambton County. The Guide contains a wide range of information and amenities at the following facilities and more: arenas, curling clubs, playing fields, ball diamonds, gymnasiums, aquatic facilities, tennis courts and golf courses. It is a integral tool and go-to manual that is used to bring new tournaments & events to Sarnia- Lambton. It is distributed to potential clients, such as International, National, Provincial and Regional sport organizations through a mass mailing and at the annual Canadian Sports Tourism Alliance Congress in April.

Used when attending: CSTA-Canadian Sport Tourism Alliance Conference

Meetings & Convention Facilities (Hard Copy & Digital) This full colour, 17 page booklet includes photos and full details on our unique accommodations with on site meeting facilities as well as additional facilities for meetings or accommodations. The booklet also provides a map with transportation and service information as well as suggestions for delegate and partner activities.

Used when attending: Sales Calls and requests from Meeting Planners and Convention Organizers

15 Website & Database Management In late September, 2013, TSL re-launched its website with a brand new look, new features and new partnerships.

Our dynamically generated website features over 2000 pages of partner listings, regional and core attraction editorial, group info, media galleries, discovery deals as well as access to our printed publications. We are proud to say that we have over 1100 organizations, which we fondly call our TSL partners, contributing content daily.

We have kept our online fully customized database to allow our partners the ability to access and update their listing(s) at their convenience to ensure accuracy and completeness. New features include the capability to add: up to 9 images to each listing, their logo, a pdf of their listing’s poster, menu or brochure. We also offer our partners free, linked listings to their website, ticket sales website and their social media sites. Additional banner and featured listing advertising opportunities are also available.

Listing data collected from this database is used internally to generate reports on industry statistics and to generate lists that we will use to help keep our data accurate and complete. When the opportunity arises, the listing data can also be used externally with our RTO1 (Regional Tourism Office) and other Regional Partners for their themed publications, editorial and newsletters of which we randomly submit on our partner’s behalf. TSL does not and will never sell or distribute our partners’ contact information.

Our goal is to make every listing look its best to draw maximum visitation. 16 Social Media

. TSL’s YouTube Channel and video library Strategies: Strategies: continues to grow stronger and expand • Boost posts to increase visibility and • Schedule posts a week at a time with new videos and commercials. attract new likes • Schedule posts for late morning, mid • Create content to encourage shares and afternoon and early evening engagement • Retweet and reply to users who • Share content from other users mention TSL in a tweet • Post videos for higher engagement • Use hashtags when appropriate • Comment on and “like” posts of other • Mention TSL partners in tweets when users appropriate • Post to Facebook at minimum three • Utilize Hootsuite to manage Twitter account and track analytics times a week with varying content types Tourism Sarnia-Lambton’s Pinterest account continued its fast growth rate in 2014. Users can select a “pin” and know exactly where it is located. Tourism Sarnia-Lambton utilizes online email marketing solution, MailChimp, for all mass electronic communication with partners and consumers. Tourism Sarnia-Lambton utilizes the services of MailChimp for all mass electronic communication with consumers. The consumer email list grew by 500 recipients in 2014 to 1,043. Subscribers are added through the TSL website,Gained Facebook, over and ballots from local events.The The inaugural newsletter issue has of two TSL’s consumer e-newsletter was sent out on th feature articles, three400 local Twitter events, a seasonal recipe and one advertisement.December 18 to 366 subscribers. It was well received with an Open Rate of 34.2% and a Click Rate of 10.5%. The average open ratefollowers in 2014 in was 26.8% which is 11 points higherWe continue than the to industryadd subscribers through the TSL website, Facebook average (15.45). The firstaverage year. click rate was 6.7% which is 5 pointspage, higherand with than ballots the from local events. The newsletter typically industry average (1.8). includes two feature articles, brief overview of three events and a recipe featuring local, fresh foods.

Other Promotional Tools Videos Promotional videos are used as a sales tool when Self Serve Information Kiosks attending market places, sales calls, trade shows and A joint partnership with Home Depot online. The videos showcase Sarnia & Lambton County’s and Tourism Sarnia-Lambton, this diverse activities, special events and beautiful scenery. project received complete sponsorship (approx. $12,000) of 14 kiosks built and installed throughout Lambton County in the high traffic areas. Since it’s inception we have grown to 17 kiosks and 20 brochure racks. Information on these boards includes a City of Sarnia Map, County of Lambton Map, chart lists by category of contact information for our tourism partners as well as an events list updated approximately every 2 months.

In house Digital Signage Making use of our television we`re able to display a variety of information to visitors entering our welcome centre. The screen displays, weather, an upcoming events marquee, videos, or latest twitter Sarnia-Lambton Promotional Display Panels feeds, event posters and fun facts about our area. This promotional display board features Lambton County`s new brand Discoveries That Matter and are used when staff is attending industry trade shows and marketplaces and loaned out to other Sarnia-Lambton organization representatives to attract conference delegates to our community. 18 Cruise The Coast Map Publication Cruise the Coast Motorcycle Map was first introduced in 2012 featuring a variety of back road, paved routes in . In 2013, a Partnerships: RTO1 Lambton County route was added to the map and in 2014 the Lambton Ontario Southwest County route was updated with current events and points of interest along the way. Print run was 47,000 with distribution at The Motorcycle Tourism Sarnia-Lambton works in Show in , through DMO’s and various local events. partnership with the regional Canada’s South Coast Birding Trail tourism organization, Ontario’s Canada’s South Coast Birding Trail is one of the premiere birding destinations Southwest, to develop a variety of in . Seventeen birding “hubs” were outlined on the map travel tools and publications to suit the needs of the travelling including Lambton County’s Canatara Park and . The public. Last year (2013) saw the region’s rich Carolinian ecosystem provides a variety of flora and fauna ideal introduction of the Cruise the for birding as well as hiking, wildflower identification, butterfly, paddling and Coast waterproof motorcycle map, other nature-related activities. The print run was 10,000. Ontario’s Southwest Culinary Guide and Waterfronts & Wineries Waterfront Getaways Map Group Tour itinerary. Tourism Ontario’s Southwest is home to three Great Lakes and four rivers. To take Sarnia-Lambton has worked with advantage of its prime geographic positioning SWOTC created a Southwestern Ontario Tourism waterfront getaways map to lure sand seekers, fishing fans, and boating Corporation (SWOTC) to enthusiasts. The map delivers the “inside scoop” on the location of redevelop the existing publications beaches, boating marinas and special fishing spots across the region. and create two new maps in 2014. Sarnia’s Blue Flag Canatara Beach was used as the front and back cover image. The print run was 10,000. Waterfronts & Wineries Tour In 2013, TSL partnered with Tourism Windsor Essex Pelee Island and Chatham-Kent Tourism to raise awareness and promote key products within the three DMO’s. A three- night, four-day waterfront and culinary themed itinerary was created. The tour was marketed again in 2014 by each DMO at the annual Ontario Motor Coach Association conference and marketplace. Ontario’s Southwest provided funding to sponsor an opening reception at the OMCA conference. The itinerary garnered a positive response from tour operators with some operators opting to book select portions of the itinerary. 19 Highlights of TSL Consumer Shows  Exhibitor: Fusion, London Boat Show, London’s Wine Show, Sarnia/Lambton Chamber of Commerce Rural Trade Show, & Sidewalk Showcase, Artwalk 2014, International Motorcycle Show, Toronto, International Offshore Power Boat Festival

Product Development/Sponsorship  Inclusive Tourism “Breaking Barriers To Business” Project  Hosted 2nd Annual Tourism Summit  Food Day Canada Farm Dinner, Breakfast on the Farm, Festival of Good Things, International Powerboat Festival, International Wakeboard Tour, Doors Open Lambton County, International Silver Stick AGM, President’s Reception at Ontario Motor Coach Association Conference, Communities in Bloom

Event Committees  Canadian National Pigeon Show,, 3 on 3 Hockey Challenge, Ontario Coaches Association NCCP Super Clinic, Hockey Canada’s World Under 17 Hockey Championship, Sarnia- Lambton Chamber of Commerce – Queen’s Park Delegation, “Still Standing” CBC TV Show taping April 2014 at Oil Springs, 100th Sarnia Anniversary Committee – 1st Outdoor Downtown New Year’s Eve Celebration

20 Major Advertising Campaigns

Globe & Mail (readership 1,098,000) Explore Ontario supplement May 15 2014 1/3 page advertisement and 5 themed articles Globe Travel section ¼ page ad June 10, July 19th, July26, August 9th and Sept 13th 2014 All ads include digital leader boards and banners

Horizon Travel Magazine (readership 250,000) •Monthly 100,000 publications, insert/drop in Toronto Star and national Post •Full page ad and editorial •Online banner •Digital commercial for Toronto , 300 TTC screens at 69 stations, Eaton Centre, Sherway Gardens and Square One food courts

AAA Living Michigan (readership 1,642,000) Spring campaign generating 1,000 new leads and increasing consumer profile database

Honda Indy Toronto Souvenir Program 3 Day event –Only Canadian Stop 100, 000 in attendance

CTV Commercial 52 spots throughout July & August

Sample of TSL Advertising in 2014 •Attractions Ontario Passport •Blue Water Visitor Guide •Circle The Lake Tour Map •Crossings Magazine •Daytripping Magazine •Eat Drink Magazine •Festival of Good Things Program •Grand Bend Travel Guide •Indiefest Program •Ontario Colleges Athletics Assoc. •Ontario Motorcoach Association •Ontario Parks Visitor Guides • Yearbook •SCRCA Visitor Guide •Silverstick Program •Summer Fun Guide •SWEA Conference Program •WU17 Program

22 Partnerships Are Key Over the years, Tourism Sarnia-Lambton has concentrated on building strong partnerships with tourism businesses and other key organizations throughout Sarnia-Lambton. These relationships play an integral role in working as a team to promote and attract visitors to our area. The success we achieve through partnership demonstrates our commitment and common goals of showcasing Blue Water Country.

 Partnership with our 1,000+ Tourism Partners we work with on a  Ontario’s Fun Connection daily basis.  Physician Recruitment Taskforce of Sarnia Lambton  Chamber of Commerce Networking Group  Real Canadian Super Store  Chatham Kent Tourism  Southwestern Ontario Tourism Corporation  City of Sarnia  Sarnia-Lambton Business Development Corporation  City of  Sarnia-Lambton Chamber of Commerce  Sarnia Communities In Bloom  Sarnia-Lambton Economic Partnership  County of Lambton  Tourism Windsor Essex Pelee Island  Food Day Canada  Town of Petrolia  Home Depot  Township of Brooke-Alvinston  Industry Canada  Township of Dawn Euphemia   Township of Enniskillen  Liveinlambton.ca  Township of Plympton-Wyoming  Local Immigration Partnership  Township of St. Clair  Local Photographers  Township of Warwick  Ministry of Transportation  Village of Oil Springs  Ontario Southwest Tourism Organization (RTO1 Partners)  Village of Point Edward  Ontario Ministry of Tourism & Culture  And many more...  Ontario TIC Centres

23 STATISTICS Measures & Markets

Source: PKF Consulting Inc. with reproduction and use of information subject to PKF Disclaimer and Restrictions as detailed at www.pkfcanada.com

Table 427-0001 Number of international travellers entering or returning to Canada, by type of transport, monthly (persons)(1,7,10,11) Survey or program details: International Travel Survey: Frontier Counts - 5005 Geography Sarnia, Ontario Traveller characteristics residents entering Canada 2013 2014 Jan 50,937 47,779 Feb 46,027 44,602 Mar 66,610 55,381 Apr 63,431 72,285 May 97,119 97,096 Jun 127,207 123,368 Jul 167,319 160,085 Aug 168,153 162,374 Sep 92,287 92,097 Oct 84,749 87,309 Nov 67,677 66,852 Dec 74,493 77,632 Jan-Dec 1,108,022 1,088,874 % chg -2.9% -1.7% Jan Jul 618,650 600,596 % chg -2.9% 25 Measures & Markets

2014 Bulk Distribution TO TIMES of TSL’s Travel Guide & Map April 1, 2014 -March 31, 2015 Locations Travel Maps Guides Chamber of Commerce 1,755 1,190

Tourism Information Centres 30,200 25,205

Tourism Businesses 20,030 10,530

800.265.0316 Municipal / Government 2,250 1,050 Offices TOTAL 54,235 37,975

ONRoute Online and GTA & 20 Brochure Travel Welcome inhouse Michigan Centres Racks centre Packages 25,000 10,000 Locally requests

Measures & Markets Website Visits 49% increase in visits

Top 3 Landing 25000 Pages in 2014: 2013 Homepage, 2014 Events, Sarnia Christmas 20000 Parade TO TIMES 15000 Favourite Pages in 2014: Events, Accommodations, 10000 Sarnia/Point Edward Community Page

5000

Top 3 Visits by Country in 2014:

0 800.265.0316 Canada, y l ch ay

United States, r Ju M ober ober April June

Brazil t Ma ember ember ember August t c ebruary January Oc p F De Nov Se Measures & Markets Doubled Twitter Facebook Facebook 1200 1400 Likes in last 12 1200 1000 months. 1000 800 800 Doubled 2013 Twitter 2013 600 600 followers 2014 2014 400 in last 12 400 200 months. 200 0 Average Likes Engaged Users 0 over 22,000 Facebook experienced an average Followers Average monthly Klout Score tweet RTs monthly growth of 13% and impressions Twitter experienced steady growth in 2014 and doubled its doubled the amount of “Likes” in a month. follower count from the previous year to 964. There was an one year to 1,300. Facebook had an average of 335 impressions per tweet. average monthly reach of 12,297 users. 800 700 E-Newsletter subscribers 600 have tripled in last 12 500 months 2013 400 Over 200 pins 2014 with mapped 300 E-Newsletter Industry Average 30 subscribers locations Open Rate is Over 80 followers 200 6000 views 10.6% higher & 330 pinned 100 than industry images from TSL average website 0 Subscribers Open Rate Click Rate 28 Measures & Markets  TSL- 2014 Consumer Inquiry Statistics  Ontario Travel Centre 350 2014 Visitor Statistics 300 250

200

150 2013

100 2014

50

0

2500 2000 1500 80000 1000 2013 500 2014 610000  Ontario Lottery Gaming 75000 0 600000 2013 Motorcoach Corporation- 2014 Visitor 70000 590000 2014 (Travellers) Statistics 580000 65000 570000 Walk Ins 60 560000 2013 40 550000 20 2013 540000 2014 530000 0 2014 520000 Motorcoach 510000 (Coaches) 500000 Visitors 29  2014 Visitors to Lambton County Museums, Theatres & Judith &  Sampling of Welcome Packages Norman Alix Art Gallery Over 8,400 Distributed in 2014 for events such as: Organization/Facility Attendance Event Delegates MUSEUMS Canadian National Pigeon Show 100 Central American Latino Conference, Toronto 50 Lambton Heritage Museum 20,994 International Silverstick (Girls & Boys) Alvinston, Sarnia, Moore Museum 4,062 3,331 Watford Oil Museum of Canada 3.644 International Student Packages – Lambton College 360 Int’l Silver Stick Conference 150 Sombra Museum 1,947 Invade The Close Car Show 75 Kid’s Training Day – Bluewater Anglers 150 Stones ‘N Bones Museum 9,666 L.S.D.S. Golf Tournament 144 TOTAL 40,313 Ladies Auxiliary Cribbage Tournament 150 Lambton College Mobile Summit 250 THEATRES Naval Association Conference 25 Imperial Theatre 64,707 Sailfest 100 Sarnia Lawn Bowling Tournament 100 Victoria Playhouse Petrolia 28,720 Sarnia Lion’s Club Meeting 300 Huron Country Playhouse 51,157 Sarnia Street Machine – Cruise in the Park 500 Shoot ‘N Scoot Motorcycle Event 150 TOTAL 144,584 Theatre Ontario Festival 150 JNNAG Toronto National Job Fair Expo 100 Exhibition Visitors 10,470 World Under 17 Hockey Challenge 300 Water’s Edge Soccer Tournament 720 Program Participants 7,214 Western Ontario Section Figure Skating Competition 325 TOTAL 17,684 30  Over 500 events in 2014. Below are some examples & their attendance. Special Event Attendance Special Event Attendance Alvinston Maple Syrup Festival 800 Sarnia Street Machines – Car Show (Decreased 1500 attendance due to bad weather) Brigden Fair 40000 Sarnia Street Machines – Hot August Nights 4000 Brooke-Alvinston Fall Fair 3000 Sarnia Waterfront Program 4400 Canada Day Sarnia 30000 Stratford Spectacular Grand Bend Motorplex 9000 Fusion 3300 Tourism Sarnia-Lambton’s Celebrate Tourism Week BBQ 700 Grand Bend & Area Studio Tour 4500 Watford Cornfest 3000 Grand Bend Concert Series 22000 Watford Maple Syrup Festival 1000 Greekfest Sarnia 3000 TOTAL 234,277 Hobbyfest Sarnia 4000 IHRA Mopar Canadian Nationals, Grand Bend 19000 International Offshore Powerboat Festival 2000 Mackinac Breakfast Under the Blue Water Bridges 45000 Mooretown Craft Sale 2035 Petrolia & Enniskillen Fall Fair 1675 Pinery Provincial Park Road Race 447 Plympton Wyoming Fall Fair 1326 Return of the Tundra Swans, Grand Bend Area 1094 Sarnia Artwalk 25000 Sarnia Kidsfest 8000 Sarnia Ribfest 10000 31