Research Report Summary of Project Findings and Recommendations October 2009 Working together for our future success! Research Report Summary of Project Findings and Recommendations October 2009 Working together for our future success! Northumberland County Premier-ranked Tourist Destination Project – Research Report This Project was funded in partnership with the Ontario Ministry of Training, Colleges & Universities, the Ontario Ministry of Tourism and the Government of Canada. Project facilitated by: Northumberland Economic Development and Tourism 555 Courthouse Road, Cobourg, Ontario, K9A 5J6 (905) 372-3329 or 1-800-354-7050 Northumberland County Premier-ranked Tourist Destination Project – Research Report TABLE OF CONTENTS Acknowledgements...…………………………………………………...………………………………….…4 Executive Summary…………………………………………………………………………………………....6 Premier-Ranked Tourist Destination (PRTD) Background………………………...……………………12 Project Milestones ………………………………………………………………………….….....………….14 Purpose of Premier-Ranked Tourist Destination Framework (PRTDF) in Northumberland County...16 Northumberland County Community Profile…...………..………………………………………………...17 Premier-Ranked Tourist Destination Framework Overview….……………………………………..…...18 Evaluation……………...…………………...………………………………………..……………………….20 Product A. Distinctive Core Attractors…………….…………………………………………….……..24 B. Quality and Critical Mass………..…………………………………………..….…………47 C. Satisfaction and Value……….…………………………………………….…….…………57 D. Accessibility………………..……………………………………..……….……….………..59 E. Accommodations Base………..………………………..……………….………….……..63 Performance F. Visitation……….………………………………….…………………………….……………65 G. Occupancy and Yield………………..…...……………….……………………………......70 H. Critical Acclaim……….……………………………………...…….……..…….…………..72 Futurity I. Destination Marketing…………………….……..………………….……………………....75 J. Product Renewal……………….………………....………………..……………………….81 K. Managing Within Carrying Capacities…….……………………….………...…..……….85 Interpretation Summary of Findings……………………………..……………………………..…………………100 Appendices A. Transportation Resources Checklist……………..………………..…………..…...……104 B. Travel Trade Resources Checklist………………...……………..……………..............105 C. Destination Performance Summary………………..…………...…………………….....106 D. Resource Opportunity Matrix……………..……………………………………..……….107 E. Glossary and Basic Concepts…..…………………………..…………………..............112 F. Bibliography…………..………………………………………........................................115 G. Heritage Sites in Northumberland…...………...……...…………………………..…….118 H. Websites……………………………………………….…………………………….…….119 Northumberland County Premier-ranked Tourist Destination Project – Research Report ACKNOWLEDGEMENTS Northumberland County Economic Development and Tourism would like to acknowledge and thank the many tourism business operators and industry colleagues who contributed to the success of the Northumberland County Premier-ranked Tourist Destination Project (PRTD). PRTD Research Team: Teresa Grant Linda Johnston Paul MacDonald Amy Sallows Project Supervisor: Eileen Lum, Manager, Northumberland Tourism Ontario Ministry of Tourism: Beverley Quirt, Regional Tourism Industry Advisor Project Facilitator: Richard Innes, Brain Trust Marketing & Communications Northumberland County PRTD Community Champions: Nancy Allanson, Chamber of Commerce & Tourism Gail Anderson, Tower Manor Lodge Cori Arthur, Northumberland Tourism Donna Bennett, Westben Arts Festival Theatre David Bree, Presqu’ile Provincial Park Ken Burgin, Architectural Conservancy of Ontario Port Hope Paul & Ann Burnham, Burnham Family Farm Market Erica Calhoun, Brighton Chamber/Apple Route Tourism Diane Camelford, Northumberland Mall Donna Cane, Victoria Inn Olga Chernuck, Golden Beach Resort Dave Cutler, Township of Brighton Stephen Della Casa, The Woodlawn Inn Peter Delanty, Mayor, Town of Cobourg Camille Edwards, Deputy Mayor, Trent Hills Vaughn Finch, Municipality of Brighton Burke Friedrichkeit, Burken B & B Wendy Giroux, Port Hope Chamber of Commerce Rebecca Goddard-Sarria, Cramahe Tourism Amy Griffiths, Ganaraska Region Conservation Authority Dave Henderson, Hill and Dale Manor Isobel Hie, The Old Burrison Homestead Kelly Jessup, Downtown Cobourg DBIA Brian and Laura Johnson, Plank Road Cottages George Lucas, Brighton Chamber of Commerce Jennifer Madamba, Pieter’s Apple Yard Vicki Macmillan, Empire Cheese & Butter Co-op Tom Mates, Presqu’ile Provincial Park 4 Northumberland County Premier-ranked Tourist Destination Project – Research Report Trissia McAllister, Northumberland County Economic Development Debra McCarthy, Downtown Cobourg DBIA David Navia, Ste. Anne’s Spa Faith and Dan Osmond, Maple Ridge Farm Andrea Patterson, Port Hope Tourism Bill Rudland, Harbourview Motel Tony Scriver, Golden Beach Resort Lara Scott, Events Coordinator Cobourg Reese Simpson, Economic Development-Alderville First Nations Alexis Smith, Northumberland Mall Rhonda Lee Stephenson-Read, Aye Lighthouse Bed & Breakfast Rose Todd, Hoselton Sculpures Erin Wakely, Cobourg Tourism Kevin Ward, Northumberland Central Chamber Roger Warren, Darolex Home Dècor Jane Weeks, Small Bones Louise Weldon, Capitol Theatre Brad Willcocks, Best Western Inn and Convention Centre 5 Northumberland County Premier-ranked Tourist Destination Project – Research Report EXECUTIVE SUMMARY Northumberland PRTD Background Northumberland County is at a critical point with respect to destination development. Tourism businesses are looking for ways to encourage business growth during these changing times. Continued growth of the industry is predicated by opportunities for partnering and packaging. In order to build on these opportunities, an assessment must take place to identify exactly what the product inventory is, which partners are indeed market-ready, identify the current gaps and challenges for the sector, and set the blueprint or strategy to build capacity and determine direction. An assessment will enhance current efforts in attracting investors to Northumberland County. With an annual visitation rate of 1.3 million people per year, and with the key GTA market being within a one hour drive, there is a significant growth opportunity for tourism in Northumberland County with over 100 million potential tourists within a days’ drive. The assessment process used to determine destination development is the Premier-ranked Tourist Destination (PRTD) framework. Developed by the Ontario Ministry of Tourism, it is designed to evaluate a tourism destination through its product offerings, performance and futurity as well as identify weaknesses and gaps which should be addressed, and identify strengths and opportunities that might be used to create a sustainable competitive advantage. Objective The objective is to provide well-informed strategic direction to develop a tourism destination plan. The project evaluated local accommodation, attractions, business improvement areas, festivals & events, as well as the food and beverage industry. Included on the project’s survey were questions on accessibility, visitation patterns and future developments. To stay competitive in the tourism marketplace, a tourism destination must have attributes well above the average quality, along with dimensions that capture quality of the tourist experience, destination attractiveness, and market success. Northumberland County is starting from a position of strength, as it has: An attractive collection of four season experiences $111.7 Million in visitor spending annually Critical acclaim on many fronts 1.33 million person visits in 2007 Over 7.3 million people within 3 hours drive Several organizations involved in tourism The Project Process The Premier-ranked Tourist Destination Framework is designed to guide a research team through a three stage process of evaluation, interpretation and planning by examining in detail, three dimensions of the destination. 6 Northumberland County Premier-ranked Tourist Destination Project – Research Report 1. The Product Dimension determines if Northumberland County provides a high quality tourist experience, enabled through the following offerings: Demand Generators (Distinctive Core Attractors); Quality and Critical Mass; Satisfaction and Value; Accessibility; and, An Accommodations Base. 2. The Performance Dimension examines and validates Northumberland County’s success in providing a quality tourist experience by examining: Visitation Occupancy and Yield; and, Critical Acclaim; 3. The Futurity Dimension evaluates Northumberland County’s ability to thrive from tourism and its sustainability into the future through: Destination Marketing; Product Renewal; and Managing within Carrying Capacities. “Premier-ranked” is defined as: “A place more attractive than the rest, a place the tourist should consider first when making travel plans.” Premier-ranked is not a formal tourism designation but rather is an internal tourism goal for a destination to work towards as it relates to becoming “better than the rest”. Survey Results 474 of the 722 tourism related businesses or organizations sent surveys responded by completing and returning their surveys, representing a respectable response rate of 66%. All recipients received a core survey, and at least one of 13 additional sector surveys. Secondary research was gathered and used to help shape the current picture of the destination. The survey data and secondary research was accumulated, entered, clarified, analyzed and evaluated using the PRTD guidelines and the Tourism Resource Opportunity Matrix. A comprehensive “PRTD Research Report” was