INTERLAKE TOURISM ASSOCIATION MANITOBA’S INTERLAKE IS A TOURISM DESTINATION OF CHOICE 2020 ANNUAL REPORT TABLE OF CONTENTS 1. Agenda 2. President's Report 3. About Interlake Tourism Association 4. Highlights of 2020 Accomplishments 7. 2021 ITA Organization Priorities 8. 2021 Financial Strategy 9. 2021 Marketing Strategy 10. 2020 Board of Directors & Ex-officio Representatives 11. 2021 Board of Directors Nominations 12. Financial Statement Actual 2020 13. Financial Statement Projected 2021 APPENDIX 1. December 31, 2020 Balance Sheet 2. December 31, 2020 Profit & Loss Statement 3. Cash Flow Statement as of December 31, 2020 4. 2020/2021 Detailed Draft Budget/Projected Interlake Tourism Association – AGM 2021 Date: Thursday, April 22, 2021 Time: 7:00pm - 8:00pm CST Via Zoom AGENDA 1. President’s Welcome & Land Acknowledgement 2. Messages Honourable Ralph Eichler, Minister of Economic Development and Jobs Mr. James Bezan, MP Selkirk-Interlake-Eastman Mr Alan Lagimodiere, MLA Selkirk Colin Ferguson, President and CEO of Travel Manitoba 3. Approval of Agenda 4. Approval of the Minutes from the last AGM 5. ITA Presidents Report 6. Highlights of 2020 Accomplishments Brief update on Policy and Procedure Development and Bylaw Changes 2021 Regional Organization Priorities and Strategies 7. Video Presentation (Driftscape) 8. Year End Financial Report & Budget Questions 2020 Financial Report Audit & Approval of Auditor Questions arising from 2020/2021 Budget 9. 2020 Board of Directors & Ex-officio Representatives 10. 2021 Board of Directors Nominations 11. Questions arising from the Annual Report 12. Adjourn & Closeout ALL BOARD MEMBERS, including RM BOARD MEMBERS PLEASE remain on call 10 minutes after MEETING to Elect an Executive Committee 1 PRESIDENT’S REPORT – 2020 Local travel became the lifeline of our industry and many Manitobans took the opportunity to explore destinations closer to home. Our This last year has been one of region benefited from this. Many transition for the Interlake Tourism places in the Interlake became Association. Gail MacDonald, who destinations of choice for has been serving the organization vacationers. Some for the very first for the past 15 years officially retired time. I am confident that this will as the Manager of the association have a lasting effect as visitors were on July 1st and Melissa Van Soelen amazed at the diversity and quality took the lead role. We would like to of offerings in our region and they officially thank Gail and will want to return and share with acknowledge the many years of others. They will become great dedicated work and her strong ambassadors. commitment to the ITA which allowed the organization to flourish You can read below the highlights and become what it is today. and accomplishmentsCatch your that were undertaken in 2020 as well as the 2020 also brought its fair share of reader's eye by exciting upcoming initiatives for challenges to the tourism industry 2021.highlighting Tourism is a resilient one sector, due to the pandemic. Tourism was people will travel again, the first and hardest sector hit by of your main interprovincial, and national COVID-19. We faced and endured borderspoints will soon in reopen this and we, in many challenges, including the Interlake, are well positioned closures, restrictions, limitations, and ready tospace. welcome them. and many other obstacles along the way. Jacques Bourgeois President Interlake Toursim Association 2 ABOUT INTERLAKE TOURSIM ASSOCIATION The Interlake Tourism Association (ITA) is a non-profit membership-driven organization. Our Vision Manitoba’s Interlake is a tourism destination of choice! Our Mission To entice visitors by sharing our stories, showcasing the passion of our people, and revealing the history of our inland oceans and infinite possibilities Association Priorities Assist in marketing and promoting the Interlake region and its members Enhance and build regional memberships & strengths Provide a Regional Voice in the tourism industry Provide training and networking opportunities for members Two levels of membership Municipal/Town/First Nations Industry - may include business, groups or organizations 3 HIGHLIGHTS OF 2020 ACCOMPLISHMENTS Succession Plan for new ITA Manager, Melissa Van Soelen, completed. Training and Manitoba’s Interlake... we are the HEART... transitioning provided by Gail Visitors tap into our Interlake experiences, McDonald. Melissa continues to do to refresh and renew themselves and on-the-job learning and is excited to discover places that may change their meet with RM reps and industry lives. members in person and begin to Our Inland Oceans, Infinite Possibilities build meaningful relationships. brings visitors back year after year and leaves new visitors completely amazed ITA Memberships: by the variety and splendour of the Municipal memberships products offered in the region! remained at 19 Industry memberships were at 89 , to all our ITA Members for THANK YOU in 2020 which falls in the 85-95 your continued provision of these range that we usually maintain amazing experiences and services and for some of you, your long, continued belief ITA BoardCatch members: your in the ITA over the past 27+ years. Contribute to the Association as supportersreader's eye by Our Mission Statement proclaims, Assists to pass the information “Manitoba’s Interlake is a tourism highlighting one about ITA destination of choice....It’s you, your Offersof youra wide prospectivemain and businesses, your organizations and your varied knowledge communities that believe in a strong Definespoints our strategyin this and a time voice and a strong place in Manitoba’s frame for achievement of our tourism landscape! space. goals Believes in the strength and tenacity of this association, which is what makes us great! “Keep thinking outside the box” 4 HIGHLIGHTS OF 2020 ACCOMPLISHMENTS Communications Committee: Due to COVID 19 and the decision of Marketing Committee: the Board, the 2020 Awards Establishing best practices for “Celebration of Stars” was postponed Print, digital and Radio Ads to 2021 and will continue to be bi- Offer member options to annually moving forward. participate in all Co-op memberships opportunities Tourism Development Committee: 2020/2021 Travel Guide The Interlake Tourism Development recommendations Fund Grant was to provide some ITA Videos highlighting the funding to projects where a new Interlake event, or an improvement of a Offering Social Media strategies Tourism product is made .This year we Website Updates: Member info, expanded this to obtain resources for SEO's, photos, contact info COVID safety protocols and had ten An ITA Member Portal was created (10) successful projects funded and to allow members up-to-date completeCda. tch your information on networking reader's eye by opportunities, workshops, Committees are open to any ITA webinars and tourism reports. memhbeigrsh toli jgoihn twinithgo uotn beeing on the Developing and support to the ITA ITA Board, except for the Executive 2021 Colouring Book Commiottefe y. Poleuasre mcoanisnider joining a Interlake Tourism Association commitpteoe,i nthtesy ainre tthhei s“think tanks” Newsletter first edition October of ITA and extremely important to our 2020, continues monthly with over continued suscpceascs.e. 200 subscribers 5 HIGHLIGHTS OF 2020 ACCOMPLISHMENTS Partnerships: Working with Community Futures East Interlake and West Interlake continually - ITA provides updates on tourism activities, trends and needs in the Interlake. The input and guidance Visitations and one on one from our members, partners, consultation was restricted in 2020 committees, Travel Manitoba due to COVID 19. Melissa will continue with all members and potential and Ex-officio’s throughout the members via zoom and in person years has been greatly appreciated. once and if it is safe to do so. Without your partnerships and support, the ITA wouldn't be as ITA continues with and wishes to successful as it is today. further its partnerships with the following Marketing groups within the Interlake region: Red River North Tourism, Gimli-The Heart of New Iceland, Indigenous Tourism Association of Canada, and See the 6! Melissa connected with Travel Manitoba for support and to build on partnership opportunities. Melissa also works with the Manitoba Regional Tourism Network and holds a seat on their Executive Board. 6 2021 ITA Organization Priorities No. 01 — Driftscape App Development Create tours throughout the Interlake in video, audio and written format via Production Company, funded by Community Futures Rural Opportunities Fund Engage members to create a cost effective POI's and Tours Gain valuable analytics on the visitor presence in our region No. 02 — Co-op Marketing Programs Provide varied Partner Marketing opportunities Provide cost effective marketing for a range of price points and needs No. 03 — Increase Social Media (SM) Marketing Increase ITA reach and dollars by tapping into more Social Media Marketing tools/education/opportunities including Facebook & Instagram On-line/over the phone support for members on Social Media No. 04 — Increase Memberships Visit RM’s & First Nations during the Driftscape App Development Project Visit and connect with Industry tourism businesses that are not presently members to showcase benefits No. 05 — Interlake Tourism Development Grants To assist members with grant funding for new or expanded tourism offerings Open to all pending they pay membership fee to the ITA upon submission No. 06 — Revamp Website Update content and design