T OURISM BUSINESS ESSENTIALS CULTURAL AND HERITAGE TOURISM DEVELOPMENT The essential guide for BC tourism businesses interested in developing a cultural or heritage tourism operation. Cultural and Heritage Tourism Development Guide This guide provides background about the importance of cultural and heritage tourism and the opportunities it presents for tourism operators in British Columbia. Through descriptions of many different types of cultural and heritage tourism ventures, operators will discover the many advantages of developing a cultural and heritage tourism product in BC. Copyright First Edition, January 2014 © 2014 – Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC Corp. does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this guide. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. Contributors We would like to acknowledge the Ministry of Community, Sport and Cultural Development (Arts, Culture, Gaming Grants and Sport Division). As well, we are very grateful for the contri- butions of the following British Columbia tourism educators. Bruce Whyte, PhD (cand.), was cultural recreation, pedagogy, and environmental tourism advisor, Arts & Culture Branch, problem-solving and is exploring the Ministry of Community, Sport and concept of “place” in adventure travel. Cultural Development (Victoria), at the time of writing, and is now Senior Tourism Dr. Nancy Arsenault, tourism educator, Development Officer, Tourism Branch, operator, and researcher. As CEO of Ministry of Jobs, Tourism and Skills Training. Arsenault Project Solutions (View Royal), A former newspaper journalist with more and co-founder of The Tourism Cafe, Nancy than 20 years’ tourism development experi- is one of Canada’s experiential travel and ence in government and as a consultant, product-market development experts. She has Bruce is exploring tourism authenticity issues led major tourism projects for agencies such with Leeds Metropolitan University’s Centre as Parks Canada, the Gros Morne Institute for Tourism and Cultural Change. for Sustainable Tourism and Royal Roads University. Dr. Brian P. White, Director, School of Tourism and Hospitality Management, Royal Laura Shaw, MA, Tourism and Recreation Roads University (Colwood). An educator Management Program, College of the Rockies with more than 30 years’ experience, Brian (Golden). Given her location in the Rocky founded one of the province’s first post- Mountains it is no surprise Laura is a secondary programs in tourism at Capilano specialist in outdoor tourism products with College (now University), and was named a keen interest in environmental and Canada’s Tourism Educator of the Year in community development issues. 2004 before moving over to head the tourism program at Royal Roads. Sydney Johnsen, MRM, project coordinator and sessional faculty, Tourism Management Dr. Nicole Vaugeois, Department of Department, Thompson Rivers University Recreation and Tourism Management, (Kamloops). Sydney is a resource planning Vancouver Island University (Nanaimo). specialist with a focus on sustainability issues Nicole is a leading contributor to rural in tourism. tourism development in the province as BC Regional Innovation Chair in Tourism Ursula Pfahler, MA, School of Business and Sustainable Rural Development. Administration – Tourism Management Option, Camosun College (Victoria). An Dr. Robert Hood, School of Tourism, instructor since 2006, Ursula earned a Thompson Rivers University (Kamloops). sterling reputation as a tourism consultant Rob is a leading authority in tourism and working on product development, training land use issues, with a focus on the issues and marketing projects with businesses and of BC’s Interior region. First Nations. She subsequently joined the Heritage Branch of the Ministry of Forests, Dr. Philip M. Mullins, Assistant Professor Lands and Natural Resource Operations in in Outdoor Recreation and Tourism early 2011 as a community heritage planner Management, University of Northern BC with special responsibilities for heritage (Prince George). Phil works in outdoor tourism and economic development. i Case Study Contributors Additionally, we gratefully acknowledge the contributions of, and research carried out by, the following people. Greg Simmonds, Tourism Management Department student, Thompson Rivers University (Kamloops). Martin LeClerc, International Tourism Management MBA student, University of Quebec at Montreal and Paris Dauphine (Victoria). Martin is also General Manager of the Fairmont Empress Hotel. Pat Moser, Adventure Tourism Business Operations student, College of the Rockies (Golden). Chris Bryson, Shannon Bence, Emily Nicholson, Britta Guillon, Vancouver Island University Students (Nanaimo). Nate Bird, Royal Roads University MA Tourism student and graduate of Camosun College tourism management program. Pascale Knoglinger, BA, CED, Project Manager, Société de développement économique de la Colombie-Britannique (Victoria). ii Cultural and Heritage Tourism Development Guide Table of Contents Introduction .......................................................................................................................................1 1 Cultural and Heritage Tourism, and Why It Matters .......................................2 The History of Cultural and Heritage Tourism ........................................................................ 2 Defining Cultural and Heritage Tourism ...............................................................................................3 Case Study: U’Mista Cultural Centre .......................................................................................................4 The Popularity of Cultural and Heritage Tourism ................................................................................5 Case Study: The Economuseum Story .....................................................................................................7 Benefits of Cultural and Heritage Tourism ............................................................................................8 2 Partnerships: The Foundation of Success .................................................................13 Strong Partnerships: The Foundation of Cultural and Heritage Tourism .......................................13 Strengths of Each Sector ..........................................................................................................................14 Challenges of Cultural Heritage and Tourism Partnerships ..............................................................15 Benefits of Partnerships ...........................................................................................................................16 Case Study: Wells – A Creative Arts Community Destination ..........................................................17 Identifying Stakeholders ..........................................................................................................................18 How to Create Successful Partnerships .................................................................................................20 Reshaping Your Organization for Cultural Partnerships ...................................................................22 Case Study: Culture Kicks in Golden.....................................................................................................23 Cultural Heritage in Transitional Times ...............................................................................................25 3 Using Heritage Values to Enhance Your Business ............................................26 What are Heritage Values? ......................................................................................................................26 How to Identify Historic Places..............................................................................................................27 Examples of Heritage Planning ..............................................................................................................28 How Tourism Benefits from Heritage Values ......................................................................................29 Case Study: Living Heritage at the Heart of a Lifestyle .......................................................................30 4 Developing Cultural and Heritage Experiences ..................................................32 Developing Cultural and Heritage Experiences ...................................................................................32 Case Study: Victoria Heritage Tourism Alliance and Emily Carr House .........................................33 Identifying Cultural and Heritage Tourism Experiences ...................................................................34 Case Study: The Fairmont Empress Hotel ............................................................................................36 Product Development Tools ...................................................................................................................37 iii Cultural and Heritage Tourism Development Guide Table of Contents Targeting Your Ideal