The Involvement of Business Improvement Areas in Tourism: An Exploratory Study of Ontario BIAs by Andrew Marc Giraldi A thesis presented to the University of Waterloo in fulfilment of the thesis requirement for the degree of Master of Environmental Studies in Geography - Tourism Policy and Planning Waterloo, Ontario, Canada, 2009 ©Andrew Marc Giraldi 2009 Library and Archives Bibliothèque et Canada Archives Canada Published Heritage Direction du Branch Patrimoine de l’édition 395 Wellington Street 395, rue Wellington Ottawa ON K1A 0N4 Ottawa ON K1A 0N4 Canada Canada Your file Votre référence ISBN: 978-0-494-56050-1 Our file Notre référence ISBN: 978-0-494-56050-1 NOTICE: AVIS: The author has granted a non- L’auteur a accordé une licence non exclusive exclusive license allowing Library and permettant à la Bibliothèque et Archives Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par télécommunication ou par l’Internet, prêter, telecommunication or on the Internet, distribuer et vendre des thèses partout dans le loan, distribute and sell theses monde, à des fins commerciales ou autres, sur worldwide, for commercial or non- support microforme, papier, électronique et/ou commercial purposes, in microform, autres formats. paper, electronic and/or any other formats. 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This is a true copy of the thesis, including any required final revisions, as accepted by my examiners. I understand that my thesis may be electronically available to the public. ii Abstract Local festivals and cultural events, signage and streetscape improvements, and regional marketing efforts indicate that tourism is present in some Business Improvement Areas (BIAs). However, the extent and form of this relationship has never before been examined in the North America context. The purpose of this thesis is to explore the involvement of Ontario’s BIAs in tourism. It reports on the findings of a 2008 province-wide survey of approximately 260 BIAs, touching on a variety of topics, including: the proportion of BIAs that are involved in tourism, the factors prompting them to attract tourists, the ways that they promote themselves to tourists, the types of tourism experiences that they offer, the positive and negative impacts of their tourism efforts, and whether they partner with other stakeholders in tourism promotion efforts. The data are then used to propose a typology of Business Improvement Areas showing differing levels and forms of tourism involvement. The thesis concludes by considering four case studies of successful tourism-oriented BIAs (Downtown Kingston, Downtown London, Downtown Yonge and Creemore), which are examined to identify the characteristics that have led to their success. The findings show that the majority of Ontario’s Business Improvement Areas are involved in tourism, using diverse methods to promote themselves as destinations. Their tourism offering usually includes special events and festivals, but can also involve investments in other attractions. Although BIAs are aware of both positive and negative impacts from tourism, tourism management efforts are uncommon. Seven characteristics of successful tourism-oriented BIAs are identified: innovation, self-awareness, appearance, attractions, partnerships, experiences, and planning. BIAs that strongly manifest these characteristics are believed to be likely candidates to benefit from the tourism industry. iii Acknowledgements The completion of this thesis is a tribute to the support of many different individuals who have mentored me and contributed their ideas. It is true that we accomplish little in life on our own. An acknowledgements page does not seem a sufficient way to say thank-you, but it will have to do. Clare, I must begin by thanking you for all the advice that you have given over the past two years. I could not have imagined having a kinder advisor. You were patient, realistic in your expectations, and never made me feel uncomfortable with my many questions and ideas. The completion of this thesis owes much to you. Barbara, thanks for your willingness to take me on. Certainly you had enough other projects on your plate that you did not need this one! But my thesis is the better because of your advice. Erin, many thanks for explaining to me the nuances of cluster analysis. Your patient assistance in running the analysis through SAS was a huge help to me. To the many BIA representatives who supported this project with advice, constructive criticism, and information, thank-you. It is infinitely better because you were willing to work with me in collecting the data that informed my findings. To John Kiru, Ellen Timms, Beatrice Moreira-Laidlow, Kimberly McCarthy-Kearney, Doug Ritchie, Janette MacDonald, Lisa Thomas, Monica Kocsmaros and Craig Simpson – thanks for helping me as I stumbled about the world of Business Improvement Areas. I hope these findings are of practical use to you. I wish to thank: Dr. Clare Mitchell, University of Waterloo Dr. Barbara Carmichael, Wilfrid Laurier University Erin Harvey, Statistical Consulting Service, University of Waterloo John Kiru, Executive Director of TABIA, and Vice-President, Greektown on the Danforth BIA Ellen Timms, OBIAA Secretary, and Executive Director, Port Credit BIA Beatrice Moreira-Laidlow, Business Development Coordinator, Port Credit BIA Kimberly McCarthy-Kearney, OBIAA Manager, Membership and Special Events Doug Ritchie, Managing Director, Downtown Kingston BIA Janette MacDonald, Manager, London Downtown Business Association Lisa Thomas, Customer Service Representative, London Downtown Business Association Monica Kocsmaros, Marketing Manager, Downtown Yonge BIA Craig Simpson, Chairman, Creemore BIA iv Dedication This thesis is dedicated to my parents, fiancée, and Lord, Jesus Christ. Certainly I could have acknowledged each of you above, but I’d much rather dedicate this work to you. Mom and Dad, thanks for your patience with me over the past six years of my studies. You’ve been faithful supporters, both financially and emotionally. You provided a listening ear when I felt overwhelmed, and you gave me a comfortable place to work through the past year of research and writing. Above all, I knew that I could count on you to support me, even if I failed, and that reassurance was of great comfort in times of stress. Thanks for showing me that you love me. To my love, Karen. Thanks for listening as I tried to explain what exactly this study was all about. Perhaps some of it did not make sense, but what I really needed was a listening ear. Whatever our future holds, I’m glad that I can share it with you. To my Lord and Saviour Jesus Christ. Thank you for loving a sinner like me. Thank you for descending from Heaven to live in a world that is filled with wickedness, hatred, violence and misery. Thank you for believing that somehow I was worth suffering and dying for. Thank you for restoring me to God, it’s so wonderful to be close to Him again! Thank you for giving my life a purpose far greater than anything society or academia can offer. I don’t understand why the God of all eternity would think I was worth it. I’m not. But I can say thank-you. And I will both now and forever. Thank-you. “Thou art worthy, O Lord, to receive glory and honour and power: for thou hast created all things, and for thy pleasure they are and were created.” Revelation 4:11 v Table of Contents List of Figures .............................................................................................................................................viii List of Illustrations .......................................................................................................................................ix CHAPTER 1 – INTRODUCTION .....................................................................................................................1 1.1 Purpose and Objectives ....................................................................................................................3 1.2 Thesis Outline ...................................................................................................................................4 CHAPTER 2 – LITERATURE REVIEW .............................................................................................................6 2.1 An Introduction to Urban Tourism ....................................................................................................6 2.2 The Changing Nature of Urban Retail ...............................................................................................8