Annual Report 2019

2019 Fiscal Report

Spring Season in Fernie Photo Credit: Vince Mo

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Tourism Fernie Society

The following report highlights activities of Tourism Fernie over the 12 month period from January 1 to December 31, 2019.

Corporate Office PO Box 1928 102 Commerce Road Fernie, BC V0B 1M0 250-423-2037 [email protected] Tourism Fernie 2019 Annual Report

Message from the Chair

Welcome to the 2020 Annual General Meeting of Tourism Fernie. Notable highlights and achievements in the 2019 fiscal year include: As an independent business owner, I recognize how important • Completion of the process of increasing MRDT collection Tourism Fernie is to the overall success of our local economy. from 2% to 3%, which will now generate more revenues for Our tourism community has developed into a network of tourism marketing and destination management initiatives. dedicated businesses and services that continue to drive us • Many productive meetings designed to gather input from forward. I am grateful for the opportunity to chair an organization key stakeholders, community members, and professional that works diligently with these key stakeholders to build on consultants in the development of the Tourism Master Plan. our community successes. Together with Tourism Fernie, our • The development of a new 5-year strategic plan to support members and stakeholders have created a foundation for the MRDT application and align TF initiatives with our bringing prosperity to our town. proposed TMP. • The continued evolution and growth of our Coop Marketing As we endure the current COVID 19 pandemic, we look back at program. Targeted to promote initiatives that directly affect 2019 with hope and encouragement for the future. Even during member businesses and services in our community. these difficult times, we remember how strong our tourism • The addition of office space for staff. A renovation to the VIC economy can be once again. building was approved and completed in order to create The support of our members is the critical component to space for expanding staff roles and enhance efficiencies as ensuring the viability of Tourism Fernie. Whether your business is Tourism Fernie grows. a multi-faceted hospitality service, or an independent retail shop; • The continual partnering with organizations such as each member business adds to the value of visiting or living in Destination British Columbia, Kootenay Rockies Tourism, Fernie. In particular, the accommodation industry has supported and the Columbia Basin Trust which support and include TF by collecting MRDT funds, which allows this organization to Fernie in large scale initiatives developed to promote our have the resources it needs to help our economy flourish. Thank region. you to all our members who contribute time, energy or resources We continue to place importance on the guiding principles and towards keeping Tourism Fernie sustainable. bylaws in our constitution to give our organization clear direction. It is important to recognize Jikke Gyorki, Tourism Fernie As we refresh our board of directors and approve new members, Executive Officer. Jikke passionately manages our organization I am confident that our organization has the tools to stay on the with dedication to excellence in her field. Together with Christine right path. Grimble, Vince Mo, and Rebecca Hall; our team effectively I will continue to encourage our community to give recognition handles a significant number of projects. They succeed in and support to the importance of tourism. I encourage everyone completing the goals of our strategic plan while continually to champion tourism and emphasize its benefits. reacting to recommendations from our board. The tourism foundation we have built together helps to keep Recognition goes to my fellow board members. The collective Fernie an outstanding place to live and visit. knowledge and leadership from these individuals guide our I look forward to the collaboration between cooperative and organization through this evolving landscape. Our directors accountable tourism champions in the coming fiscal year. have proven strong commitment and good stewardship through prosperous and difficult economic times. Our Tourism Master Plan champions group has committed much time and energy to developing our area’s new Tourism Master Kurt Saari Plan. The community champions who guided this process Owner Operator, deserve a huge thanks. We have created an evolving plan Nevados Restaurant to guide our interconnected organizations toward achieving common goals for Fernie.

2 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

About Tourism Fernie

Tourism Fernie Society is a Destination Marketing Organization Tourism Fernie is non-profit society and a membership-based (DMO) with the mission to sustainably increase visitation and organization governed by a Board of Directors representing revenue for stakeholders in Fernie and surrounging area through the local tourism industry. Professionals, businesses and tourism marketing and management. organizations that want to be promoted under the Tourism Fernie brand and market collaboratively pay a nominal annual The most successful destinations around the world act in a membership fee. In addition to membership fees Tourism unified and collaborative manner by promoting their destination Fernie’s revenues are generated from the 3% Municipal and first then the individual experiences while working to mitigate Regional District Tax (MRDT Hotel Tax) collected by local and manage tourism’s potential impacts. Collaboration and a accommodations, partner marketing initiatives and special critical mass of funding is necessary to achieve this, which is projects. beyond the means of an individual business or organization. Pooling financial resources and expertise into a strategic Tourism Fernie is managed by an Executive Officer and part- marketing and destination management maximizes results. time staff and contractors with the responsibility of creating and executing the annual Strategic Plan. Staff work out the Fernie During the early 2000’s many of Fernie’s tourism stakeholders Chamber of Commerce and Visitor Centre building located on saw the opportunity to implement a local hotel tax available Hwy 3, east of town. through the provincial government. This tax revenue, pooled with local funds, expertise and resources would allow Fernie to This Annual Report highlights further details about Tourism jointly market Fernie as a travel destination under a unified brand Fernie and the results of executing the 2019 Strategic Plan. Due to key target markets. With the support of the City of Fernie, the to COVID-19, this report was condensed in order to focus on local community and businesses, the Regional District of East industry support, recovery and adaptation. Kootenay, Tourism BC and the Government of British Columbia, Tourism Fernie was established formally in 2007.

2019 Vision, Mission, Guiding Principles, Strategic Goals & Objectives

Vision Innovative • We aim to consistently create solutions that are ahead of the Fernie is the most sought after tourism destination in the marketplace and the competition. Canadian Rockies. Accountable Mission • We are fiscally responsible, measure results, adjust to changing market conditions, and account to stakeholders. Increase visitation and revenues for stakeholders through tourism marketing and management. Tourism Fernie Strategic Goals Guiding Principles • Long-term sustainability of Tourism Fernie Industry led / Government supported - Completion of the Tourism Master Plan • We are led by members of Fernie’s tourism industry who - Increase long-term funding – apply for 3% MRDT, develop solicit government support for tourism as an economic 5-year plan engine for Fernie. - Develop a policy book with new and updated policies and Customer focused terms of reference documents • We place customer needs first in the belief that what is best for the customer will ultimately be best for our stakeholders. - Increase HR capacity & budget • Effective tourism marketing, programs and projects that Sustainable • We respect the community’s social, economic and increase local tourism revenue, visitation and economic environmental values. benefits - Continue with initiatives focused on content marketing Fair and transparent • We have fair processes that are open to scrutiny and storytelling and we explain the rationale for our decisions to - Continue, evolve and grow coop marketing programs interested stakeholders. with members and partners, along with effective metrics and reporting Inclusive • We welcome input and work together with members, - Execute 1-2 new larger marketing initiatives with stakeholders, and other organizations. increased MRDT funds/budget

Report for 12 month fiscal period of January – December, 2019 3 Tourism Fernie 2019 Annual Report

Board of Directors, Committees & Staff for 2019

Board of Directors Chantel Vincent Finance Andrew Hayden Freyja Lifestyle Jeremiah Pauw - Chair Fernie Distillers Christine Grimble Super 8 Fernie Tourism Fernie Caitlin Bates Kurt Saari Island Lake Lodge Jikke Gyorki Nevados Tourism Fernie Chantel Vincent Jikke Gyorki Freyja Lifestyle Laura Oleksow Tourism Fernie Jason Burt Spa 901 AGM & Nominations Snow Valley Lodging Mike McPhee Chantel Vincent - Chair Jeremiah Pauw Island Lake Lodge Freyja Lifestyle Super 8 Fernie Ron Ulrich Andrew Hayden Jon Ward Fernie Museum Fernie Distillers Red Tree Lodge Tom Rosner Jikke Gyorki Kurt Saari Resorts of the Canadian Rockies Tourism Fernie Nevados Revenue Rebecca Hall Mark Ormandy Caitlin Bates - Chair Tourism Fernie Legends Restaurant / Fernie Alpine Resort Island Lake Lodge Veronique Roy Scott Gilmet Jeremiah Pauw Snow Valley Lodging Park Vacation Management Super 8 Fernie (Griz Inn & Cornerstone Lodge) Staff Phil Gadd The Loaf / Phil Gadd Realty Executive Officer Board Liaisons Jikke Gyorki Brad Parsell Reto Barrington Fernie Chamber of Commerce Fernie RV Resort Administration & Marketing Coordinator (PT) Phil Iddon Kurt Saari Rebecca Hall City of Fernie Councillor Nevados Social Media Coordinator & Committees Governance Staff Photographer (PT) Andrew Hayden - Chair Vince Mo Marketing Fernie Distillers Scott Gilmet - Chair Media & Project Coordinator (PT) Jon Ward Park Vacation Management Christine Grimble Red Tree Lodge Abi Moore / Lenka Hawrys Fernie Brewing Co

Jikke Gyorki Rebecca Hall Vince Mo Christine Grimble

4 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

2019 Members & Partners

1. Alpine Lodge 43. Fernie Heritage Library 88. Northern Bar & Stage 2. Alpine Trails Mountain Community 44. Fernie Hotel Pub & Restaurant 89. Park Place Lodge * 3. Ascent Helicopters 45. Fernie Lodging Company * 90. Patti’s Party Tent Rentals 4. Beanpod 46. Fernie Mountain Bike Club 91. Powder Mountain Lodge * 5. Best Western Plus Fernie Mountain 47. Fernie Nordic Society 92. Quest Ski Rentals Lodge * 48. Fernie Pride Society 93. Raging Elk Hostel * 6. Big Bang Bagels 49. Fernie RV Resort * 94. Raven Eye Photography 7. Birch Meadows Lodge * 50. Fernie Snowmobile Association 95. Red Tree Lodge * 8. birr Agency 51. Fernie Transrockies Society 96. Regional District of East Kootenay 9. Blackstone B&B 52. Fernie Trails Alliance 97. Resort Tours 10. Born to Adventure 53. Fernie Wilderness Adventures 98. Rockies Law 11. Bridge Bistro 54. Flippin’ Crepes 99. Rooftop Coffee Roasters 12. Brooks Creek Ranch 55. Freyja Kootenay Boutique 100. Rusty Edge 13. Canadas Best Value Inn * 56. Gearhub 101. Ryan Frazer Realty 14. Canadian Powder Tours Lodge * 57. Ghostrider Motorsports 102. Silver Lining Events 15. Canyon Raft Company 58. Ghostrider Trading Co. Ltd 103. Ski Base 16. Cast Iron Grill 59. Giv’Er Shirt Works 104. Slopeside Lodge * 17. Cirque Restaurant & Vodka Ice Bar 60. Griz Inn * 105. Smokehouse Restaurant 18. City of Fernie 61. Happy Cow Ice Cream 106. Snow Creek Lodge & Cabins * 19. Claris Media 62. Himalayan Spice Bistro 107. Snow Valley Lodging * 20. Coal Town Goods 63. homeFARaway 108. Spa 901 21. College of the Rockies 64. Infinitea T-Bar & Boutique 109. Sparrow Hair 22. Cornerstone Lodge * 65. Island Lake Catskiing & Summer 110. Spirits Cold Beer & Wine Store 23. Cryptic Hive 66. Island Lake Lodge * 111. Stag Leap Running Co. 24. Element Jewelry Co 67. Island Lake Restaurant 112. Stanford Hotel * 25. Elevation Showcase 68. Isosceles Business Solutions 113. Starbucks 26. Elk River Alliance 69. Kodiak Lounge 114. Straight Line Bicycle & Ski 27. Elk River Guiding 70. Kootenay Fly Shop & Guiding 115. Super 8 Fernie * 28. Elk Valley Snow & Avalanche 71. Legends Restaurant 116. Tara Hill Studios Workshop / ISSW 2020 72. Le Grand Fromage 117. The Brickhouse 29. Elk Valley Snow Shepherds 73. Lilac Media 118. The Free Press 30. Elk View Lodge 74. Lizard Creek Lodge * 119. The Guides Hut 31. Enchanted Esthetics 75. Loaf 120. The Green Petal 32. Essential Yoga Studio 76. Lunchbox 121. The Pub & Bistro Restaurant 33. Fernie & District Arts Council (The 77. Lush Kootenay Wedding Planning 122. The Royal Arts Station) 78. Marilyn Brock Realty 123. The Vogue Theatre 34. Fernie & District Historical Society 79. Matt Kuhn Photography 124. Tightlines Lodge (Fernie Museum) 80. McDonalds Restuarant 125. Twisted Timber B&B 35. Fernie Alpine Resort 81. McKenzie Jespersen Photography 126. Three Sisters Day Spa 36. Fernie Arts Coop 82. Mountain High Adventures 127. Timberline Lodges * 37. Fernie Brewing Company 83. Mountain High Shuttle 128. Wapiti Music Festival 38. Fernie Catering Co. 84. Mugshots 129. Weir Boondocking 39. Fernie Central Reservations * 85. Nevados 130. Wild Nature Tours & Wildsight 40. Fernie Chamber of Commerce 86. Nick Nault Photography & 131. Willow D Enterprises – The Shuttle 41. Fernie Distillers Videography 132. Yamagoya 42. Fernie Golf Club 87. Nonstop Adventures * Accommodators with 4+ Units

New member for 2020! New members always welcome! Become a Member 1. Interior Envy of Tourism Fernie 2. Parastone Developments 3. Polar Peek Books & Treasures $200 + 5% GST per Year 4. Soar Studios 5. The Chopstick Truck Ask about our Marketing Add-On Email us at [email protected]

Report for 12 month fiscal period of January – December, 2019 5 Tourism Fernie 2019 Annual Report

Financial Summary

Tourism Fernie has now completed 13 years of operation and over • 16% increase in overall revenues over the original 2019 that time has spent close to $7.5 million dollars executing its budget, primarily from increased MRDT Hotel Tax revenues annual strategic plans to grow and sustain tourism. During this and co-op marketing revenues. fiscal year the process to increase MRDT to 3% was officially completed and approved, with the tax change to taking place on • 9% increase in spending over the original 2019 budget, January 1, 2020. primarily in marketing in recognition of expected increase in revenues. Businesses, organizations or individuals who are part of the tourism economy, want to support the industry and want to be Tourism Fernie remains financially strong with $52,892 held in marketed under Fernie's tourism brand can become a member for a restricted GIC and $191,402 in unrestricted net assets. The just $210 per year. In 2019, Tourism Fernie members totalled 132. Board of Directors have again approved a more aggressive Members are also able to buy into enhanced marketing benefits budget for 2020 spending to utilize some of these net assets for for an additional $315 per year. marketing our community based on our Strategic Plan and supporting the Tourism Master Plan completion and implementa- For the fiscal year ending December 31, 2019, Tourism Fernie tion. Focus areas of spending include growing visitation in the financial highlights are as follows: non-peak periods to help businesses on year-round sustainability.

• Stakeholder and government approval to increase MRDT from 2% to 3%.

6 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

2019 Audited Income Statement ACTUAL

Revenue Revenue % Amounts Expenses Expense % Amounts MRDT 2% Hotel Tax 60 424,683 Marketing Initiatives 72 560,177 MRDT 2% AirBnB Tax 10 70,526 Destination Management 12 89,886 Co-op Marketing 24 169,203 Transportation 3 20,286 Membership Fees 3 24,556 Administration 13 102,664 Grants, Special Projects - TMP, 3 22,206 Interest 773,013

711,174 Budgeted Excess Spend from (61,839) Reserve

Revenue

Expenses

Report for 12 month fiscal period of January – December, 2019 7 Tourism Fernie 2019 Annual Report

2020 Budget - January to December

Revenue Revenue % Amounts Expenses Expense % Amounts

MRDT 2% Hotel & AirBnB Tax 73 650,000 Marketing Initiatives 76 667,512 Membership Fees 3 26,000 Destination Management 13 120,896 Co-op Marketing 19 171,997 Transportation 2 21,000 Grants, Special Projects, 4 38,000 Administration 9 76,589 Interest, Carry over 895,997 885,997

*As a result of COVID-19 the 2020 budget was changed from what was originally planned for the year as detailed on this page, updates will be provided in the 2020 Annual Report. Planned Funds from Reserve/Surplus (10,000)

Revenue

Expenses

8 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

2019 MRDT, Visitor Volumes and Lodging Revenues

In 2019, MRDT, visitor volume and lodging revenues all increased to the highest levels to date. 2019 total visitor volume, both overnight and day visitors, to Fernie was estimated to exceed 400,000 and 2019 visitor spending was estimated to exceed $130 million based on the lodging revenue growth since 2015. Visitor surveys indicate that approximately 84% - 94% of visitation to Fernie is from outside of British Columbia, which implies that over $110 million of visitor spending is new money coming into the area. Although Fernie experienced a decrease in revenues in 2014-2015 as a result of the poor snow year that impacted winter visitation, tourism growth has continued to take place over the years up until the COVID-19 pandemic began. The impacts of COVID-19 began affecting local businesses and lodging revenues mid-March 2020 and continues to do so. It is estimated that a decrease of 30%-50% in lodging revenues is expected for 2020 compared to 2019. The local tourism industry continues to address and adapt to the pandemic and the changes in travel behaviours, expectations and patterns.

Report for 12 month fiscal period of January – December, 2019 9 Tourism Fernie 2019 Annual Report

2019 MRDT, Visitor Volumes and Lodging Revenues

Fernie’s tourism economy is seasonal with winter and summer generating the most visits and revenues as a result of the popular activities available during those times and traditional vacation travel times. Lodging revenue (more specific to longer stays and higher room rates) is greater during the winter months as a result of the strong destination ski market. However, the volume of visitors is greater during the peak summer months.

Data from the Value of Tourism Study conducted by Tourism Fernie in 2015 showed an average daily room rate during the winter season of $265/night versus $161 during the summer. The enclosed pie charts show the spread of lodging revenue from 2010 to 2018. For over 50 years, winter ski tourism has been the largest producer of leisure based tourism revenues and visitation in Fernie but has more recently seen slower growth compared to summer. Summer tourism has existed for decades, but it wasn’t until approximately 2010 when summer visitation experienced more significant year over year growth. In fact, summer lodging revenue increased 86% from 2010 to 2018 (June-Sept), while winter lodging revenues over the same period saw just an 18% increase (Dec-Mar). Spring and fall season represent significant growth opportunities as the official shoulder seasons, most specifically April, May, October and November. Since 2010, room revenues during these months have increased by 48%, but as a less popular time of year for leisure travel room rates are lower. In 2019, shoulder season lodging revenue grew 15% over 2018, summer grew 6% and winter grew 5%

10 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Short Term Rentals (STR) in Fernie

Short term rentals are described as furnished, primarily self-contained apartments or private homes, that are rented for short periods of time (less than a month) by local residents, second homeowners and some local commercial accommodators via online platforms such as AirBnB and HomeAway. Starting the end of 2018, MRDT started to be collected on STRs either through the online platform or directly by the owner if they were booking their units on their own website or booking system. In 2018 there were 296 units available, in 2019 there were 381. Of these, the number of STR units in town was 197 and on mountain was 184. A unit is counted when at least one night has been booked in a month/year. As a comparison, traditional accommodations in Fernie total approximately 850 units. The following data is from AirDNA.

Report for 12 month fiscal period of January – December, 2019 11 Tourism Fernie 2019 Annual Report

2019 Year in Review from the Executive Officer

As I write this, I am working between my office at the Visitor Centre & Chamber building and my home office due to the COVID-19 pandemic. Looking back to 2019 seems long ago. A time of continued growth and collaboration in tourism. A time of expected fluctuations in visitation due to our seasonality. A time of routine. A time of normalcy. Though this Annual Report is specific to 2019, to speak simply of the various initiatives and successes achieved that year without acknowledging Thor’s hammer that came down upon the world and our community would be amiss. The world and tourism changed in early 2020 and continues to do so. We are all working hard to adapt. No one knows if ‘normal’ will ever return. The staff of Tourism Fernie worked hard in 2019. One of the actions identified under the goal of Long-Term Sustainability of Tourism Fernie was to increase the human resource capacity to March 2019 AGM & Tourism Conference support the increase in marketing and destination management. As we expanded office space to better house the team and to further enhance our collaboration with the Fernie Chamber and Visitor Centre, we also supported increased hours and marketing responsibility for staff and for our digital advertising and marketing gurus at The Web Advisors. This allowed me, thanks to my Board’s support, to dedicate more time and energy needed on strategic planning, stakeholder relations and partnerships, co- op and content marketing, increasing our MRDT Hotel Tax from 2% to 3%, and continuing the focused and collaborative effort needed for the Tourism Master Plan. The success of moving to 3% was very important to our tourism sector’s sustainability. By having more funds available to market and manage tourism we become more competitive and strategic, and it allows us to work on executing the Tourism Master Plan with our partners. As collectors of the 3% MRDT, local Meeting of BC’s community DMO’s accommodators and resorts are key stakeholders who are at the heart of tourism’s pulse and the guest’s needs and expectations. When the hotels and the resorts do well all businesses do well. As they say: “a rising tide floats all boats”. 125+ million seeing Tourism Fernie brand, content On the marketing side our strategies for 2019 were: and messaging • Concentration on content, digital and storytelling & influencer marketing 17.2 million engaging with Tourism Fernie’s brand, • Building and evolving on co-op marketing initiatives content and messaging • Execute larger marketing campaigns for destination weddings and destination ski • Increase shoulder/fall season content creation and marketing 18% MRDT 2% Accommodator Tax/Lodging Revenues The following pages visually highlight a variety of the initiatives we undertook as we work to support our tourism industry and to drive awareness and visitation. A big thank you to all 16% Total Revenues the members and partners who worked with us this year. To Vince, Rebecca and Christine for executing projects with professionalism, creativity and skill. 2% Membership Revenues

There is no doubt that Fernie is a unique and beautiful place to visit, and to live. COVID-19 won't change that. We will persevere 9% Total Expenses and recover. Jikke Gyorki 11% Website Traffic Executive Officer

12 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Tourism Sentiment Index

DestinationThink! was contracted by Tourism Fernie to produce three annual reports from 2017 – 2019 called the Tourism Sentiment Index. Each report provides a comprehensive analysis of what people are saying about Fernie online. Insights from this data help guide strategic planning, marketing and destination development to enable our community to shape the way people talk about Fernie in the future.

More than 500,000 different sources were included in the analysis, including online media sites, forums, reviews and social media networks (Twitter, Facebook, Instagram, Tumblr, YouTube and Trip Advisor).

The Tourism Sentiment Index is a measure of a destination’s ability to generate positive word of mouth about its tourism offering. It is an aggregate score (NPS System) that focuses solely on online conversations that reference or affect a potential traveller’s percep- tions of a destination’s tourism offering. To do this DestinationThink! starts by collecting all the conversations around your destination and then filter to those conversations that are driven by Fernie’s tourism experiences or products. To provide further context for the results, five comparative destinations were included in the analysis: Rossland, Whitefish, Golden, Revelstoke and Canmore. Below are a few highlights from the reports. The full report is available from Tourism Fernie by request.

Over 34,000 online conversations actively promoted Fernie experiences each year. Of all the conversations online being driven by Fernie’s tourism experiences in 2019, 73% were identified as ‘Destination Promoter’, 24% were identified as ‘Destination Passive’ and only 3% as ‘Destination Detractor’. Overall this positions Fernie with a Tourism Sentiment Index (TSI) Score of 70, up 13 points since 2017.

In comparison to our competitor destinations, identified as Whitefish, Revelstoke, Golden, Canmore and Rossland for this report, our TSI Score is the highest.

Destination Promoter: Those who actively recommend and speak positively to others about Fernie

Destination Passive: Those who speak from an indifferent point of view to others about Fernie

Destination Detractor: Those who actively discourage or speak negatively to others about Fernie

Report for 12 month fiscal period of January – December, 2019 13 Tourism Fernie 2019 Annual Report

Fernie’s Tourism Master Plan (TMP) was spearheaded by response to the pandemic these events were cancelled and the Tourism Fernie in partnership with local tourism stakeholders tourism industry on a global level was faced with one of, if not and community organizations. The purpose of developing the the most significant threat to its sustainability, at least in the plan was to ensure the long-term success and sustainability short-term, and a massive shift in travel demand, supply and of tourism in the community and the support of tourism by the trends. community. The TMP Task Force took a step back to review the plan in light Through a local TMP Task Force, Whistler Centre for of these events and the information available at the time. As part Sustainability was hired in 2018 as the project consultant to of the TMP implementation steps the Task Force transitioned guide the process, conduct stakeholder engagement and into the new TMP Champion Group and underwent a process to develop the plan in partnership withRESIDENT Tourism Fernie. The plan & updateBUSINESS the plan and acknowledge SURVEY COVID-19’s impact on tourism was informed by members of the local and regional tourism as best as possible. The pandemic is still in play today and the industry, the community as a whole, and the Strategic tourism sector is continuing to adapt, forecast and plan with the Framework for Tourism in B.C. developedTOURISM by the Ministry of informationVISION at hand. The THEMES updated Tourism Master Plan is now Tourism, Arts and Culture. The Tourism Master Plan Vision will eventuallyavailable describe the and big will outcome be launched we hope to to achieve, industry and at is theintended rescheduled to be used as a compass for all we do together as a network of organizations and individuals related to tourism. Tourism Fernie Virtual AGM on September 30, 2020 and to the During the final edits of the TourismTo begin Master to understand, Plan in latewe asked 2019 residents andpublic businesses that evening the following: via ZOOM. and early 2020, the COVID-19 pandemicThinking began. 10 Theyears TMP down the road, use words to describe what tourism in and was initially scheduled to launch to industry on March around31, FernieTo should request look a copy like of inthe your plan mind.or more details please email TMP@ 2020 at Tourism Fernie’s originally scheduled AGM & Tourism tourismfernie.com or call 250-423-2037. Conference, with a public launch scheduledRESIDENT for May VISION 2020. InTHEMES BUSINESS VISION THEMES

• Four season tourism is a desirable part of Fernie’s • Four season tourism attracting regional and future and within that residents talk about managed + international guests who wish to integrate respectfully sustainable tourism, with increasing destination visitors. into small town local life and businesses. • Tourism that benefits and supports community needs • Strategic and managed growth that expands the as it grows is important as are visitors enthusiastic benefits of tourism while proactively managing the about what Fernie offers. challenges such as housing and staffing. • Protecting nature and maintaining small town feel or • Continued emphasis on outdoor and authentic community identity were common themes along with a community experiences for visitors of all ages. desire for respectful visitors. • An increasing emphasis on environmentally conscious • Outdoor activities (soft and hard) remain very behaviours by both industry and visitors. prominent as an attraction though some respondents recognized a desire/need for diversifying into indoor and cultural activities for different visitors.

RESIDENT SURVEY RESPONSES BUSINESS SURVEY RESPONSE

“A vibrant town visited by domestic & international “Balanced investment with a focus on impeccable tourists that still has the community feel and the values execution. Targeted regional visitors willing to respectfully we share now. I wouldn’t like Fernie to lose the special contribute to our local vibe (and economy) while enjoying feel it has now, ie. Not becoming Banff or Whistler. a small town boutique type of experience. I would like to Finding a healthy balance between being a destination see diverse tourism opportunities that do not overwhelm for people to visit but not losing the special feeling.” one single sector and tip the scales towards a single ‘crowd’ in our community. Fernie is more than just “More people coming here to enjoy the great biking, skiing and mountain biking... let’s celebrate the diverse hiking and winter sports we have to offer and appreciate recreational opportunities and history of this place.” the clean outdoor environment we have. I can see fall and spring getting busier as well as summer, businesses benefiting, increased trail networks and some more indoor rainy day facilities / activities.”

TOURISMPLANFERNIE.COMTOURISMPLANFERNIE.COM THE TOURISMTHE TOURISM MASTER PLANMASTER IS MADE PLAN ISPOSSIBLE MADE POSSIBLE WITH FUNDING WITH FUNDING FROM: FROM:

14 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

As a result of the engagement and planning process a tourism vision, mission and list of guiding principles were established to guide future action and decision making.

Our Tourism Vision A vibrant and sustainable tourism destination built on respect, collaboration and authenticity.

We Have A Mission To Work together to manage and grow tourism sustainably for the betterment of our community and our visitors.

Guiding Principles Together We Are Stronger A Respected Natural Environment Benefiting the Whole

Businesses Thrive Sustainably Authenticity Grounds Us Balance Sustains Us

Four Focus Areas & Goals Diversity of Visitors Year Round Recover from COVID-19 and grow visitors into multi-day, year-round economic and community contributors Remarkable Visitor Experiences Develop and enhance Fernie’s visitor infrastructure, amenities, brand, tourism products, experiences and people Stronger Tourism Foundations Ensure collaboration, community support, people and financing for tourism recovery and success Sustainable Management Manage locations where visitation is impacting the sense of community or natural environment and support the resiliency of the industry

TMP Champion Group Members

Kurt Saari - Nevados Restaurant & Tourism Fernie Chair Derick Berry - Fernie Central Reservations Jikke Gyorki - Tourism Fernie Janice Alpine - Ktunaxa Brad Parsell - Fernie Chamber of Commerce Lee-Anne Walker - Elk River Alliance Michael Boronowski / Ange Qualizza - City of Fernie Randal Macnair - Wildsight / Fernie Museum Mike Sosnowski - RDEK Area A Louise Ferguson - Fernie & District Arts Council Scott Gilmet - IGS Group of Accommodations & Tourism Fernie Simon Howse - Representative for Private Land Owners Group Board Member (Trails & Rec) Mike McPhee - Island Lake Resort Group Krista Turcasso - Fernie Trails Alliance Andy Cohen - Fernie Alpine Resort / RCR

Report for 12 month fiscal period of January – December, 2019 15 Tourism Fernie 2019 Annual Report

GOAL: Increase Long Term Funding – Apply for 3% MRDT

16 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

GOAL: Effective tourism marketing, programs and projects that increase local tourism revenue, visitation and economic benefits

Continue with initiatives focused on content, digital and storytelling marketing

Inspiring and convincing our target markets to visit Fernie, whether next week or sometime in the future, is our primary objective. A key element of that is quality imagery, videos, stories, collateral, features and partnerships with industry, media and influencers. The following pages visually show some of the various 2019 initiatives in this area. They include guides, photo shoots, media, print ads, videos and more

Tourism Fernie Digital in 2019:

#Ferniestoke Hashtag Impressions 36,850,100

Website Visits 403,274

Facebook Fans 42,719

Instagram Followers 16,745

YouTube Video Views 374,529

Facebook Video Views 1,255,801

Report for 12 month fiscal period of January – December, 2019 17 Tourism Fernie 2019 Annual Report

Experience the Canadian Rockies, Fernie Style.

Destination BC/Dave Heath

Over 30 Ft of Snow Annually | 3,550 Vertical Ft | Top Elevation 7,000 Ft 2,500 Acres of Lift Access Terrain & Thousands of Acres for Catskiing

Located in the Rockies of southeast British Columbia, Fernie is known for its deep powder snow and cool local vibe. Just over a 100 miles north of Whitefish & Kalispell, Montana, Fernie is easy to get to. Add the great currency exchange rate that saves you 25–30% on everything, a trip up is a simple…YES!

Fernie Alpine Resort – 4 Nights Ski-in Ski-out Condo & 4 Days Skiing from US$280/night for two. FWA Catskiing – Single Day Snowcat Skiing from US$359/person, early or late season. Island Lake Catskiing – 2 Nights & 2 Days All-Inclusive from US$1429/person.

Book Today! tourismfernie.com | #ferniestoke

18 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Image: Nick Nault Visit Fernie, British Columbia this winter season. Ski & Stay from US$140*/night ski-in ski-out lodging. Catskiing from US$360/person.

Only 5 hours from Spokane. Plan your trip today! | tourismfernie.com | #ferniestoke

Influencer Story & Shoot Rotary BBQ Challenge Photo Shoot

Report for 12 month fiscal period of January – December, 2019 19 Tourism Fernie 2019 Annual Report

20 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Sled Fernie, British Columbia this Season Access to five distinct riding areas with over 150km of groomed trails, warming cabins and access to mountain terrain for all levels. Sled guiding, clinics and events. Easy drive from Saskatchewan.

ferniesnowmobiling.com | #ferniestoke

Image: Colin Wallace

Report for 12 month fiscal period of January – December, 2019 21 Tourism Fernie 2019 Annual Report

22 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

EVENTS JANuARy 4th – 18th EVENTS JANuARy 4th – 18th AND PROGRAMS AND PROGRAMS #ferniestoke #ferniestoke InFernie Updated: JAN 4, 2019 InFernieFor detailed information visit www.tourismfernie.com/events Updated: JAN 4, 2019 For detailed information visit www.tourismfernie.com/events 4 FRI 2:00 pm Family Apres Games, Activites and Fun Slopeside Café COMING uP NEXT: 4 FRI 6:00 pm Live Music: Jon Bisset The Loaf 11th Annual Reel Canadian Film Festival, Snowed In Comedy Tour, Kokanee Snow Dreams, 4 FRI 7:00 pm Opera Screening: Rusalka by Dvorak The Arts Station Jeep Junior Freeski Regionals and much more! 4 FRI 7:30 pm Fernie Ghostriders vs Kimberley Dynamiters Fernie Memorial Arena 4-5 FRI-SAT 8:00 pm Live Music: Jay Burns Rusty Edge Weekly Programs, Activities & Nightlife 4 FRI 9:00 pm Live Music: Goat Sauce and The Otters The Royal MONDAy THuRSDAy 4 pm - Jam Night | Rusty Edge 5 pm - Fatbike Ride & Dine | Fernie Alpine Resort 4 FRI 10:00 pm Live Music: Northern Quarter The Northern 6 pm - Monday Night Football | The Fernie 6 pm - Climbing & Bouldering Drop-In | College of the Rockies 5-6 SAT-SUN 11:00 am Teck Kootenay Cup Nordic Races #3 & #4 Elk Valley Nordic Centre 7 pm - Free Movie Mondays | Infinitea 8 pm - Team Trivia | The Pub at Park Place Lodge 5-6 SAT-SUN VARIOUS Live Music: Brian Rosen Trio Griz Bar 8:30 pm - Jam Night | Kodiak Lounge 9 pm - DJ Night | The Royal 9 pm - Mayhem with Goffles and Ben | The Royal 9 pm - Jam Night | The Brickhouse 5 SAT 5:30 pm Fernie On Fire Christmas Tree Bonfire Fernie Aquatic Centre SAT 5 7:00 pm Couples Latin Dance with Adriana The Arts Station TuESDAy FRIDAy 5 SAT 9:00 pm Live Music: Max Thomson ‘The Vibe’ EP Launch The Royal 10 am - Kindergym | Fernie Family Centre 10 am - Kindergym | Fernie Family Centre 11:15 am - Storytime Age 3-5 | Fernie Heritage Library 5 SAT 10:30 pm Live Music: Shoot The Lights Out The Northern 11:15 am - Toddlertime Age 0-2 | Fernie Heritage Library 5 pm - Snowshoe & Dine | Fernie Alpine Resort 6 pm - Live Music | The Loaf SUN 6 9:00 am Rossignol Ski Demo Fernie Alpine Resort 6 pm - Run Club | Stag Leap Running 6 pm - Climbing & Bouldering Drop-In | College of the Rockies 6 SUN 3:00 pm Sunday Sessions with J-Skills The Pub at Park Place Lodge 6 pm - Climbing & Bouldering Drop-In | College of the Rockies 7 pm - Meat Draw | The Fernie Hotel & Pub 7 pm - $7 Tuesdays | Vogue Theatre 7 MON 3:00 pm Book Launch: Fernie Area Hiking Trails by Terry Nelson Fernie Distillers 8 pm - Heels & Pumps Drop In Dance Class | Solebeats 9 pm - Karaoke with Topo and Wedge | The Royal 8 pm - Live Music | Infinitea 7 MON 6:30 pm Intro to Pottery Handbuilding The Arts Station 9 pm - Bingo Night | The Northern 8 TUE 7:00 pm Nordic Toonie Race #2 Elk Valley Nordic Centre SATuRDAy WEDNESDAy 9 WED 10:00 am Walkie Talkie Book Club Fernie Heritage Library 9 am - Cultural Saturdays Kids Activity Day | The Arts Station 10 am - Kindergym | Fernie Family Centre 2 pm - Inflatable Toy Swim | Fernie Aquatic Centre 9 WED 6:00 pm Focused Pottery Wheel Throwing The Arts Station 11:15 am - Toddlertime Age 0-2 | Fernie Heritage Library 4 pm - Night Skiing on the Mighty Moose | Fernie Alpine Resort 10 THU 6:30 pm Poker Tourney Fernie Legion 5:30 pm - Yoga & Stretch | Lizard Creek Lodge 5 pm - Uptracking Guided Tour | Fernie Alpine Resort 6 pm - Climbing & Bouldering Drop-In | College of the Rockies 11 FRI 7:00 pm Fernie Ghostriders vs Creston Valley Thunder Cats Fernie Memorial Arena 5 pm - Kids Pool Party, BBQ & Movie | Fernie Alpine Resort 8 pm - Bellydance Drop In Class | Solebeats 8:30 pm - Live Music | The Fernie Hotel & Pub 11 FRI 8:00 pm Live Music: Jam Night with Brittany Barber Infinitea 8 pm - Trivia | The Fernie Hotel & Pub FRI 8 pm - Tarot Readings | Infinitea 11 9:00 pm DJ Night: Cain.1 The Royal SuNDAy 9 pm - Jam night with Zac | The Royal 11 FRI 10:00 pm Live Music: The Steadies The Northern 11 am - Nordic Sundays - Guided tour | Fernie Alpine Resort 12 SAT 8:00 am International Women’s Snow Day Fernie Alpine Resort 9:15 am - Meditation Drop In | Essential Yoga Studio 9 pm - Sunday Skool | The Fernie Hotel & Pub 12 SAT 7:00 pm Fernie Ghostriders vs Castlegar Rebels Fernie Memorial Arena 12 SAT 8:00 pm The Price is (kinda) Right Fernie Legion Vogue MoVIe TheaTre 12 SAT 8:00 pm Live Music: Adequate Rusty Edge All Movies: 7:00 pm NIGHTLy | 3:00 pm SAT & SuN MATINEES | NO LATE SHOWS 12 SAT 9:00 pm DJ Night: Silent Disco Calgary vs Fernie ft. 6 DJs! The Royal until Jan 10: Mary Poppins Returns (PG) | until Jan 10: Aquaman 3D (PG) 13 SUN 9:00 am Community Appreciation Day Fernie Alpine Resort Coming Soon: Spider-Man: Into the Spider-Verse (PG), The Mule (14A), Holmes & Watson (14A) 13 SUN 5:00 pm Indie Films Fernie: Sharkwater Extinction Vogue Theatre TUE 7:00 pm Fernie Ghostriders vs Columbia Valley Rockies Fernie Memorial Arena 15 For Food & drInk deals and specIals VIsIT 17 THU 6:00 pm Beautea Night with SPA 901 Infinitea tourismfernie.com/packages-offers/local-fernie-deals 17 THU 9:00 pm DJ Night: Open Mic Hip Hop with Max, Aurora & Nemkae The Royal 18-20 FRI-SUN VARIOUS Alberta Freestyle Skiing Association Slope & Mogul Comp Fernie Alpine Resort | #ferniestoke 18-20 FRI-SUN VARIOUS Intro to Oil Painting with Tara Higgins The Arts Station …continued

Report for 12 month fiscal period of January – December, 2019 23 Tourism Fernie 2019 Annual Report

GOAL: Effective tourism marketing, programs and projects that increase local tourism revenue, visitation and economic benefits

Continue, evolve and grow co-op marketing initiatives

Tourism Fernie actively engages in collaborative marketing initiatives that are cost-shared with members, Kootenay Rockies Tourism, regional DMOs or Destination BC. By leveraging marketing dollars and sharing resources and expertise initiatives to increase destination awareness, target new audiences, drive bookings and visitation, and to remain top of mind with the consumer can be greatly achieved. The following pages visually show some of the various 2019 co-op initiatives undertaken. They include seasonal campaigns, guides, video production, print ads, consumer shows and more.

Fernie & Elk Valley Cultural Guide spring-summer 2019

ElkVallEyCulturE.Com | tourISmFErNIE.Com

24 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Report for 12 month fiscal period of January – December, 2019 25 Tourism Fernie 2019 Annual Report

ENTERTOWIN A FERNIEVACATION • 3 nights accommodation at Park Place Lodge • Whitewater Rafting Trip for 2 with Canyon Raft • Stand-Up-Paddle Boarding Tour for 2 with Mountain High Adventures • Aerial Park pass for 2 at Fernie Alpine Resort • $100 gift card to spend at a local shop or restaurant Enter at tourismfernie.com/contest Contest closes May 31, 2019

Calgary Outdoor Adventure Show

26 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Toronto Ski Show

Visit Fernie this fall for spectacular scenery, adventure and festivals, just 3 hours from Calgary.

September 19–22nd October 8–13th Celebrate heritage, arts Join us for our Rainbow and culture at a four-day Celebration in the Rockies. cornucopia of music, dining, A unique mountain creativity and harvest set experience embracing our against spectacular fall diversity. Festival packages mountain foliage. available in September. ferniechautauqua.com elkvalleypridefestival.com

Book lodging from $115/night. Visit TourismFernie.com to plan your trip. #ferniestoke

Report for 12 month fiscal period of January – December, 2019 27 Tourism Fernie 2019 Annual Report

28 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

GOAL: Effective tourism marketing, programs and projects that increase local tourism revenue, visitation and economic benefits

Execute larger marketing initiatives with increased MRDT funds

Tourism Fernie’s marketing committee requested dedicated marketing funds to focus on more specific campaigns for 2019 from the increased MRDT revenues. These initiatives were the Destination Wedding Campaign, Fall Season Image & Video Creation & Campaign and the Destination Ski Campaign. Some of the tactics within these campaigns were also leveraged and collaborated with members. The following pages visually show some of these initiatives undertaken. Tourism Fernie also won the Style Award at the Bridal Show in Calgary for our collaborative branded booth design. They include media initiatives, video promotion, print ads, social, consumer shows and more. .

Experience the Canadian Rockies, Fernie Style.

Destination BC/Dave Heath

Over 30 Ft of Snow Annually | 3,550 Vertical Ft | Top Elevation 7,000 Ft 2,500 Acres of Lift Access Terrain & Thousands of Acres for Catskiing

6 Nights Ski-in Ski-out Condo & 6 Days Skiing from US$295/night for Two. Book by November 30th. 4 Nights Ski-in Ski-out Condo & 4 Days Skiing from US$280/night for Two.

Book Today! 1-800-258-7669 | legendaryfernie.com | tourismfernie.com | #ferniestoke

Report for 12 month fiscal period of January – December, 2019 29 Tourism Fernie 2019 Annual Report

30 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Fall season content creation and campaign

Report for 12 month fiscal period of January – December, 2019 31 Tourism Fernie 2019 Annual Report

32 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Destination wedding campaigns, Calgary wedding shows & an award for our Fernie booth designs!

Report for 12 month fiscal period of January – December, 2019 33 Tourism Fernie 2019 Annual Report

Stagettes: Best Friends Memories Laughter ROAD TRIP!

Fernie is a scenic 3 hour drive from Calgary and has the perfect mix of things to do for fun, relaxation and entertainment for your stagette or girl’s getaway. Stay in a mountain chalet, cruise along the river trails, explore historic downtown, pamper yourselves at the spa and indulge in the local cuisine and nightlife. For the adventurous try white water rafting, mountain biking, hiking or challenge each other at the Aerial Park.

TourismFernie.com WeddingsInFernie.com

Nick Nault Photography Nault Nick @FernieWeddings

When the mountains offer the perfect backdrop, you can relax and revel in your day.

Located in the spectacular Canadian Rockies and only 3 hours from Calgary, Fernie is an authentic, boutique- style mountain wedding destination. Plan your memorable day at one of many stunning locations with the convenience and professionalism of local planners, florists, photographers, hair and make-up artists, caterers and more.

TourismFernie.com WeddingsInFernie.com Nick Nault Photography Nault Nick @FernieWeddings

34 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020

Report for 12 month fiscal period of January – December, 2019 35 Fernie’s Brand Small town charm. Big mountain adventure. Cool, small-town charm: Fernie’s funky main street with its turn-of-the-century brick buildings framed by postcard-perfect mountains provides this rugged and unpolished little town with a unique charm.

Mountain culture From the pick-up trucks and mountain bikes that travel its streets, to the ski bums and guide shops that line them, Fernie’s distinct mountain culture is evident at almost every turn.

Stunning scenery Fernie is a magnificent outdoor setting from which to experience the beauty and majesty of the Canadian Rocky Mountains.

Authentic and real Fernie is a casual, comfortable, and laid-back place where a local community still thrives. A community first, destination second, Fernie is not a packaged experience for the mass- market tourist.

Adventurous and outdoorsy Fernie is a place where adventure-seekers, mountain enthusiasts and outdoor lovers of all kinds come to experience the stunning natural surroundings and range of fresh-air activities.

Down-to-earth Fernie’s residents are humble, honest, natural and welcoming, with a resiliency that stems from their hard-working roots.

Enduring history Fernie has a rich history that is alive and thriving to this day.

Community-minded Fernie’s people work together for the betterment of their town, its residents and its visitors. They take pride in their community and welcome visitors who share their values.

Corporate Office PO Box 1928 102 Commerce Road Fernie, BC V0B 1M0 250-423-2037 [email protected]

Image Credits: Vince Mo, Matt Kuhn and Nick Nault

TourismFernie.com /tourismfernie @tourismfernie @tourismfernie Ferniestoke.com