Annual Report Region 9 Regional Tourism Organization 16 20 17 Message Message from the from the Chair Executive Director 2017 has been a year of meaningful change for The Great I would like to welcome you to the 2017 AGM and thank you for Waterway. We have a new Executive Director, a totally being a part of the RTO 9 family. As you know the 2016/2017 new team and a renewed focus on the destinations as the year has seen many changes as we continued to grow both in hero in everything we do. I hope you have been able to see our organizational side and our strategic direction. This year, these changes and improvements in action in your market. I was appointed the role of Executive Director and two new I am looking forward to even more exciting improvements staff have joined the RTO 9 team – Steve Weir as the Marketing in 2018, as The Great Waterway becomes more effective, and Communications Manager and Brianna Doyon as the more relevant to all destinations and more accountable to Operations Manager. producing results. We have seen changes in our direction to ensure that we are The current Board has approved greater financial support leveraging our investments to support and benefit our tourism for Destination led marketing initiatives in 2018, far operators. New resources have been developed with changes surpassing what we have done with Partnership Funds to our industry site tourismtalk.ca, to provide our partners in the past. In addition, a new fund to assist in Product with tools to assist in their operations and strategic planning. Development is being established, to assist operators and A review of our consumer site was completed, resulting in destinations to launch new and enticing tourism product. improvements to ensure it is as user friendly as possible. The processes for applications and criteria for success in 1dea Design & Media Inc. has continued as our Agency of these two funds are being developed and you will receive Record, allowing us to transition smoothly in market for the the details shortly, but don’t hesitate to speak with staff or 2017/2018 fiscal year. Through our continued relationship Board Members for more details. with 1dea, we have seen tremendous growth in our consumer site as well as our social platforms. Remember, in 2010 one of the major goals for the RTO was to double tourism revenues by 2020. By working with each Through the dedication of our Board of Directors, Committees, destination, The Great Waterway intends to drive revenue staff and partners, RTO 9 continues to position growth to your operators, across the region. itself as your leader in regional tourism. I look forward to continuing to strengthen relationships with our tourism community for Warm regards, the advancement of tourism in our region. Murray Matheson Chair Warm regards, RTO 9 – The Great Waterway Bonnie Ruddock Executive Director RTO 9 – The Great Waterway Organizational Structure Vision Be one of the top five tourist destinations in Ontario. Mission Develop results driven marketing and product initiatives to achieve the highest growth of tourism visitation revenues and investment amongst Ontario’s tourism regions. Guiding Principles 1 Every destination has an opportunity to prosper 8 The Corporation will maintain and support as a result of a collaborative and collective existing tourism brands and commitments approach to tourism destination development within Region 9 that have established levels and marketing. of awareness as a result of demonstrated past investments to destination marketing, 2 Recognizing that not all destinations have and product development and, in reasonable been created equal and have the same needs, practice as exercised by the Board of Directors decisions will be made based on the best interest from time to time, allocating its resources of the collective. in a prioritized manner using these guiding principles: 3 Engagement with, and input from tourism i. Resources directed to existing brands industry stakeholders and government will drive where a destination marketing fee was in the Corporation’s activities. place (as defined by the Ministry of Tourism & Culture); 4 Destination Marketing Organizations (DMO’s) Destination Marketing Programs (DMP’s), ii. Resources directed to brands that can Stakeholders and Municipalities play an demonstrate reasonable levels of tourism important role and the Corporation will count business and a core group of tourism on them to contribute to its collective efforts. businesses that generate the majority of their revenue from the visitor market; 5 Recognizing the importance of the iii. Resources directed to emerging accommodations sector, the Corporation will destinations that offer potential to strive to develop initiatives that stimulate become more viable tourism destinations; overnight visitation. 6 The Corporation embraces the principle 9 The Corporation shall from time to time, of balanced representation, where no one if and as required, develop, revise and destination, organization or sector dominates implement its Vision Statement, Guiding the Corporation for its own purpose and/or gain. Principles, Policy Statements, Rules, Regulations, Guidelines, and By-Laws in 7 The Corporation is committed to exceeding accordance with and subject to the Objects visitors’ expectations, those who visit for pleasure contained in the Letters Patent of the or business for a day or for overnight through the Corporation. delivery of excellent products, experiences and superior customer service. 1 2016-2017 The composition of The Great Board of Directors Waterway Board of Directors is defined by geographic EXECUTIVE COMMITTEE >> representation as well as experience and background in Chair Treasurer the tourism industry as follows: Murray Matheson Pamela Robertson Kingston At Large Prince Edward County ..............................1 Vice Chair Past Chair Bay of Quinte* ............................................1 Linda Wilson Stephen Paul Kingston ......................................................3 Cornwall & The Counties Land O’Lakes Gananoque .................................................1 Brockville ....................................................1 DIRECTORS >> Cornwall and Stormont, Dundas & Glengarry .................................1 Richard Allen Mark Fluhrer Bill Rogerson Leeds and Grenville ..................................1 At Large Bay of Quinte At Large Land O’Lakes** ...........................................1 Michelle Caron Heather Ford Carol Sudds At Large .......................................................3 Gananoque Kingston Leeds and Grenville TOTAL .............................................................13 Peter Dunn Megan Knott Lynn Sullivan Brockville Kingston Prince Edward * County City of Belleville, City of Quinte West, Town of Deseronto, Township of Tyendinaga ** Township of Frontenac Islands, Township of South Frontenac, Lennox and Addington, Town of Greater Napanee, Township of Loyalist, Township of Stone Mills 2 2016-17 ANNUAL REPORT Committees Tourism Advisory Committee The role of the Tourism Advisory Committee (TAC) is to identify, assess and provide advice to the Board of Directors on tourism market trends and research with current and potential impacts on regional initiatives, opportunities and priorities. Carol Sudds Michelle Caron 1000 Islands Rockport Tourism Investment Cruises, Rockport Properties, 1000 Islands Hugh Mackenzie Peter Dunn Kingston 1000 Islands Brockville Arts Centre, Cruises & Trolley, Kingston Brockville Jennifer Rushlow Steve Lawrence City of Quinte West, Kingston by Bike, Quinte West Kingston Julie Fossitt Sylvia Marino City of Kingston, NAV Centre, Kingston Cornwall Destination Advisory Committee The Destination Advisory Committee (DAC) is a group comprised of senior staff from the region’s Destination Marketing Organizations and Destination Marketing Programs. Rideau Heritage Route Tourism Association ..................Ann Weir, Interim Chair Prince Edward County ............................................... Ashley Stewart, Destination Development & Marketing Coordinator Bay of Quinte Tourism Council ...................................Dug Stevenson, Executive Director Land O’Lakes Tourist Association ................................Jen Fitzpatrick, Executive Director Tourism Kingston .....................................................Rob Kawamoto, Executive Director Kingston Accommodations Partners ............................Megan Knott, Executive Director Brockville & District Chamber of Commerce .................Wendy Van Keulen, Tourism Manager Cornwall and The Counties ........................................Linda Wilson, Executive Director 1000 Islands Accommodation Partners ........................Kathrine Christensen, Executive Director 3 Snap Shot of 1. Governance and Administration RTO 9 provides leadership by bringing groups of industry stakeholders together to collaborate, generate ideas and develop Key Activities solutions that ensure a healthy and vibrant tourism community. • Regular meetings were held with the Board of Directors, Tourism Advisory Committee and Destination Advisory Committee. Region 9 Regional Tourism • The Great Waterway maintained memberships in relevant sector Organization (RTO 9), industry associations with common goals and objectives to benefit The Great Waterway (TGW), all tourism businesses in the region. operates under five pillars as • The Great Waterway participates on a RTO team comprised of all other provincial Regional Tourism Organizations, as well