To: Economic Development Sub-Committee
Agenda Section: Matters for Consideration Division: Engineering, Planning and Environment Department: Tourism Department
Item Number: EDS - 2018-440
Meeting Date: August 14, 2018
Subject: Tourism Simcoe County Partnerships update
Recommendation
That Item EDS 2018-440, dated August 14, 2018 regarding Tourism Simcoe County’s Partnerships update, be received.
Executive Summary
Tourism Simcoe County’s mission is to promote Simcoe County as a first class tourist destination by further developing the tourism industry and community partnerships and to provide tourism leadership throughout Simcoe County. This mission statement is critical for tourism success in Simcoe County. This report outlines several ongoing partnerships that TSC has fostered and the positive outcomes that have been realized with increased visitations.
Background/Analysis/Options
Tourism Simcoe County (TSC) has become a leader in tourism. TSC works closely with its many partners building relationships, products and experiences. These partnerships have ultimately provided a positive economic benefit to county operators and stakeholders.
TSC and its staff, who are subject matter experts in their areas, work with our municipal partners and many groups including operators, sector organizations, provincial organizations, destination marketing organizations (DMO’s), regional tourism organizations (RTO’s), Destination Ontario, and Destination Canada to develop and market experiences in Simcoe County. This report will outline examples of partnerships from each of TSC’s pillars, Outdoor Recreation, Culture and Agri- Tourism.
With the introduction of the Simcoe County Tourism Development Fund (SCTDF) in Q3 of 2016, the County of Simcoe and its partners have leveraged our $621,000.00 of investment to $1,571,000.00 which in turn has provided almost $2.5M in tourism development and marketing. August 14, 2018 Economic Development Sub-Committee - EDS 2018-440 Page 2
2018 Partnerships
1. Outdoor Recreation
CYCLING
TSC continues to build on the cycling product in Simcoe County. Large annual marketing campaigns have been undertaken with our many partners.
Partners: Ontario by Bike, area accommodations and attractions, ancillary businesses, municipalities, Province of Ontario, RTO7, and DMO’s. Highlights of the program include:
Dedicated Cycle Simcoe website.
12,114 “click throughs” to the cyclesimcoe.ca website from other websites (majority Quebec and Ontario). 1,188 website map downloads (includes Quebec and Ontario).
$30,000 2018 digital cycling campaign.
Cycling map series, 10,000 printed and distributed.
160 km Loop Trail maps, 5,000 printed and distributed.
326 map mail outs since April, approximately 175 to Quebec.
Annual group of 120 Quebec cyclists for a 5 night stay, average per day $122 per rider (Ontario by Bike), estimated total impact of $73,200. The group has returned for three (3) consecutive years, creating an impact of $219,600.
Cycling Safety campaign complete. $22,500 provincial grant spent between Penetanguishene, Wasaga Beach and Simcoe County, on bike lights, Share the Road magnets and radio safety campaigns. PADDLING TSC continues to work with its paddling partners to develop and market the paddling product in Simcoe County. Partners: Operators and area attractions, Nottawasaga Valley Conservation Authority, DMO’s, municipalities, RTO7. Highlights of the program include;
38 page Simcoe County paddling guide created and distributed.
172 Ontario’s Lake Country and Nottawasaga River paddling guides mailed out.
8,466 click throughs to the paddling webpage on TSC site. 1,112 website map downloads.
$30,000 2018 digital marketing campaign.
August 14, 2018 Economic Development Sub-Committee - EDS 2018-440 Page 3
FISHING
Fishing is one of the top five (5) reasons tourists visit Simcoe County (Statistics Canada, Business Register 2015) with approximately 400,000 annual visits. In 2016, TSC started to work with its partners to develop and market the fishing product in Simcoe County.
Partners: RTO7, Town of Innisfil, DMO’s, Ministry of Natural Resources and Forestry (MNRF) Highlights of the program include;
Fishing map published on the TSC website.
$22,500 digital campaign running from July 1st until September 1st,2018 promoting fishing in Simcoe County and encouraging downloads of new map identifying fishing operators across the county. Working with Town of Innisfil and Ontario’s Lake Country (OLC) to develop a Learn to Fish program, in partnership with the Ministry of Natural Resources and Forestry (MNRF) 2. Culture
DOORS OPEN SIMCOE COUNTY
Through this first County wide Doors Open initiative, 12 municipalities have come together to celebrate significant natural and built heritage within the County of Simcoe. To date 25 buildings, natural heritage features have been submitted to be part of this program.
Partners: Township of Oro-Medonte City of Orillia Township of Springwater Town of Wasaga Beach Township of Clearview Town of Collingwood Township of Tiny Township of Tay Town of Penetanguishene Town of Midland Town of Bradford West Gwillimbury Town of New Tecumseth
Provincial website with direct link to Simcoe County sites.
25 Simcoe County buildings and natural heritage features will be part of the event.
850,000 English provincial Guides distributed to Ontario, Quebec and Northern U.S.
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50,000 French provincial Guides Distributed to Ontario, Quebec and Northern U.S.
4,000 Simcoe County rack cards printed and distributed.
Over 100 volunteers will be available for this day event, sharing the history of the sites.
SIMCOE COUNTY MUSIC STRATEGY
In 2017, a multi-partner initiative comprised of Tourism Simcoe County, Town of Collingwood, City of Orillia, City of Barrie, and RTO7 came together to develop a three-year regional music strategy for the commercial music industry in Simcoe County which was recently completed.
Partners: Town of Collingwood, City of Orillia, City of Barrie, RTO7, musicians, commercial music venues.
Within the strategy a number of recommendations were accepted which called for:
Develop a local municipal music committee feeding into county-wide Music Co, an independent, not-for-profit regional music organization.
Connect people and develop talent through connection, capacity-building and skills development.
Promote Simcoe County’s Space Finder tool and explore ways to expand availability of rehearsal space.
Nurture the local music ‘star system” by supporting independent media telling local stories, giving artists and industry the tools to tell their stories.
Leverage music-both as a means to attract more tourists to Simcoe County and to extend existing tourism visits through broader packaged experiences.
Current work has centred on the development of an independent regional music organization to ensure broad municipal and industry sector representation.
3. Agri-Tourism
SAINTS AND SINNERS BOOTLEGGERS’ RUN
Saints & Sinners Bootleggers’ Run is a tri county initiative promoting the craft alcohol industry in Bruce, Grey and Simcoe counties. The trail has grown to include beer, cider, wine and distillers in the region. Simcoe County houses 8 taste and tour sites and three producers available at select restaurants and LCBO stores. In total there are 26 operators on the trail. Financial support also comes from the four cultural producers and eight municipal members. The counties of Grey and Simcoe have co-administered the program for the last 3 years. In 2018, Simcoe County took over sole administration of the trail.
Partners: Bruce, Grey and Simcoe counties, local operators and producers, RTO7
August 14, 2018 Economic Development Sub-Committee - EDS 2018-440 Page 5
The program includes:
Stand- alone Saints and Sinners website
40,000 maps printed and distributed.
One large out of market event planned for the fall/winter of 2018 to market the trail to the Toronto, GTA region. This is intended to increase visitation to the region in the coming year and increase sales of our product in the craft alcohol market.
APICULTURE (BEES AND HONEY)
In 2017, staff secured funding through the Agriculture Adaptation Council to match the Simcoe County Tourism Development funding (SCTDF) to study the possibility of an experiential tourism trail centred on apiculture in south Simcoe.
Partners: Five economic development officers in south Simcoe County, commercial, agricultural and accommodation type businesses related to bees and honey, OMAFRA, Area Community Future and Development Corporations. The program includes:
TSC attendance at the Beeton Honey and Garden Festival.
Information sessions held in South Simcoe held with producers/operators.
2019 Development of a trail marketing operators providing bees and honey related product and services.
Special Projects
TOURISM TRAVEL AND TRAINING (T3) PROJECT
Partners: Collingwood Centre for Business and Economic Development, RTO7, Orillia Area Community Development Corporation as well as the other CFDC’s across Region 7
The T3 Accelerator Coaching Program is a collaborative 3-year project that will help tourism business owners, operators, and senior managers in Bruce, Grey and Simcoe access training solutions to develop and grow successful businesses in Ontario’s most visited four-season tourism destination.
Program Director and Coordinators are currently interviewing and screening 6 businesses in the Wasaga Beach and Collingwood area to participate in the T3 Accelerator Coaching Pilot Program.
Professional coaches with a range of business expertise have been selected and engaged in monthly program meetings.
August 14, 2018 Economic Development Sub-Committee - EDS 2018-440 Page 6
FIRST IMPRESSIONS COMMUNITY EXCHANGE (FICE)
Partners: OMAFRA, Hastings County, and representatives from the County of Simcoe and Tourism Simcoe County. The program includes:
Tourism Simcoe County will participate in a First Impressions Community Exchange program in partnership with Hastings County. The program provides partnered exchange communities with the opportunity to learn about the first impressions that their area conveys to visitors. FICE helps people to source new ideas, identify an area’s strengths and weaknesses, inform action plans, and foster community linkages.
Representatives from Simcoe County will travel to Hastings County in September 2018 and conduct a two (2) day long unannounced visit. Each group’s findings will be presented to the group by the end of November 2018.
Consumer and Trade Shows
As of July 1st Tourism Simcoe County has attended 10 Consumer/Trade Shows & Sales Missions. Total tourism literature distributed approximately 18,820 pieces, which is a 30% increase from last year.
Partners: RTO7, DMO's, Municipalities, Operators, and Sector Organizations. 27 Industry Partners participated in the various shows. (Ontario's Lake Country, Georgian Triangle Tourism Assoc., North Simcoe Tourism, Martyr Shrine, Bite Me Charters, County of Simcoe EPE, Beeton Tottenham BIA, Alliston BIA, Georgian College, Hardwood Ski and Bike, Residence & Conference Centre - Barrie Georgian College, Forks in the Trail B&B, Creemore Springs, Ride Guides)
Shows attended:
Toronto Boat Show Toronto Golf Show Toronto Outdoor Adventure Show Toronto Bike Show Ottawa Travel Showcase Toronto Spring Life Cottage Show Epoch Times Spring Chinese Consumer Show Rendez Vous Canada International Travel Trade Show U.S. Heartland Motor coach Show Celebrate Ontario Sales Missions
Financial Implications
There are no financial or resource implications associated with this Item.
August 14, 2018 Economic Development Sub-Committee - EDS 2018-440 Page 7
Relationship to Corporate Strategic Plan
This Item supports the vision established in the County of Simcoe’s 10-year Strategic Plan (Strategic Priority; Expand the role of the County in promoting economic development and tourism).
Reference Documents
There are no reference documents with this Item.
Prepared By Kathryn Stephenson, Manager, Tourism
Approvals Date David Parks, Director, Planning, Development and July 24, 2018 Tourism Debbie Korolnek, General Manager, Engineering, July 25, 2018 Planning and Environment Trevor Wilcox, General Manager, Corporate Performance August 3, 2018 Mark Aitken, Chief Administrative Officer August 8, 2018