OLD TOWN & DOCK Background AREA: VISION & SECONDARY PLAN NIAGARA–ON–THE–LAKE papers Tourism Old Town as an Authentic and Vibrant Destination Prepared by The Tourism Company May 2009 Introduction 1 Key characteristics of Old Town today 3 Summary of background analysis 7 Key issues and opportunities 11 CONTENTS Concepts to be explored 13 INTRODUCTION The Town of Niagara-on-the-Lake has initiated a highly consultative public engagement process to craft a Vision and Secondary Plan for Old Town & the Dock Area. The following Background Paper is one of five prepared by the consultant team, led by Urban Strategies in support of this process. The Visioning exercise, the first phase of this work, includes all of the Old Town area and is focused on developing an overall direction for Old Town over the next 20 years. The second phase involves the preparation of a Secondary Plan for the Old Town waterfront, generally situated along the northeastern shore-line of the Old Town, and is intended to provide a detailed policy and design framework to guide future decision making and manage change in the area. The Background Papers summarize the understanding, key findings and observations that emerged through the consultant team’s reconnaissance and research, stakeholder interviews and the public Speakers Series. The synthesis of thinking outlined in these papers, along with the outcomes of the Old Town Visioning Workshop and continued public and stakeholder input received through the remainder of the Old Town Visioning process, will provide the foundation to craft the Vision for Old Town. This Background Paper provides an overview of Old Town’s competitive position as a key tourism destination and larger tourism trends, and identifies key issues and opportunities for tourism in the long term for Old Town and outlines a series of concepts to be explored for the future. KEY CHARACTERISTICS OF OLD TOWN TODAY Niagara-on-the-Lake is a nationally recognized tourism destination not only because of its historic significance, rich heritage and as the home of the one-of-a-kind Shaw Festival, but because of its strong quality of place and the authentic and vibrant experience that it supports. Its location in the heart of Niagara’s wine country further enhances its draw for residents and visitors alike. The visitor experience is clearly distinct from Niagara Falls, Ontario, one of Canada’s iconic international destinations. Niagara-on-the-Lake is primarily an adult leisure destination with limited The federal parks are well-positioned to receive new investment over the next few years, opportunities designed specifi cally for family, youth and educational markets - Fort further enhancing the broad range of current and potential recreational and tourism George and The Shaw Festival are the exceptions. Festivals and events held in all opportunities for residents and visitors alike. Niagara-on-the-Lake also has a very rich four seasons are important draws to Niagara-on-the-Lake. The success of these and multi-layered history and heritage resources, discussed in more detail in another events relies on the strong support of community volunteers. Wine and culinary paper. offers are attracting younger visitors. Meetings, conference and business travel plays an important role in supporting year round businesses. While there is a gap in Niagara-on-the-Lake offers visitors a range of accommodation including a well- statistics that are specifi c to Niagara-on-the-Lake, discussion with a range of types developed Bed & Breakfast sector, branded hotels, boutique hotels and inns, and scale of tourism operators along with anecdotal evidence suggest that the conference facilities and vacation homes. This variety, much of it concentrated in Old busiest season in recent years has shifted from July/August to September/October. Town provide the visitor with a wide choice of level, style of service and price point. It The Greater Toronto Area (GTA) remains an important market for Niagara-on-the-Lake is important to maintain this mix. However, non-resident ownership of vacation homes and Old Town. And while there has been a decrease in U.S. visitation, there has been now being rented as self-contained ‘cottages’ creates neighbourhoods with gaps in an increase in visitation from the francophone Quebec market. daily activity – snow is not shoveled, papers are not picked up and there is visitor activity at various times. Old Town is part of single day itineraries for many Toronto-Niagara motor coach tours catering to international visitors in particular, resulting in stays as short as 40 With the exception of theatre offers and dining, there is limited night life. The retail minutes in some cases, with little time for shopping and eating. offer, concentrated along Queen Street, is a mix of unique destination stores, national brands and long-time independent operations. And although located directly on Lake In terms of its tourism assets, Niagara-on-the-Lake has access to and benefi ts from Ontario and the Niagara River, there are few places for residents or visitors to gather one of the most noteworthy assemblies of signifi cant park systems and open space and enjoy the Old Town Waterfront. in Ontario. Please refer to the maps Queen Street Key Destinations and Old Town Key Destinations on the following pages for a visual presentation of the Town’s tourism assets . OLD TOWN & DOCK AREA BACKGROUND PAPER 4 QUEEN ST. GOLF COURSESE RICARDO ST. NASSAU ST. CENTRE ST. LAKESHORE RD. KING ST. MARY ST. JOHN ST. FORT GEORGE BUTLER’S BARRACKS THE COMMONS NIAGARA STONE RD. NATURAL AMENITIES AGRI - TOURISM (WINERIES) QUEEN-PICTON DISTRICT RETAIL HISTORIC BUILDINGS THEATRES NIAGARA PARKWAY NIAGARA MUSEUMS, & GALLERIES EAST AND WEST LINE JET BOAT TOURS BED & BREAKFAST INN / COTTAGE OLD TOWN URBAN BOUNDARY Old Town key destinations 5 TOURISM OLD TOWN & DOCK AREA BACKGROUND PAPER 6 SUMMARY OF BACKGROUND ANALYSIS Because of its proximity to Niagara Falls and its location to the Visitation Profi le and Potential According to the Canadian Tourism Commission (CTC) Canada received just over large Ontario and U.S. markets, it is important to review and 17 million visits from international travellers in 2008 down 5% from 2007. Visitation understand the international, national, provincial and regional from the U.S. accounts for 73% of international visits. Visits from some key markets context within which Niagara-on-the-Lake competes, operates increased - France +12%, Australia +9%, and Mexico +8% - while visits from other and partners. This section provides an overview of global trends key markets decreased including Japan (-17%), South Korea (-8%), and the U.K. (-6%). Overnight trips from the U.S. in 2008 fell 7% to just over 12 million. in tourism, a review of visitation statistics, and an overview Consumer confi dence in the U.S. declined to a new all-time low which will limit growth of infrastructure investment and marketing activities at the opportunities from this market for Niagara-on-the-Lake in the short term. binational, provincial and regional levels. The December 2008 Ontario Tourism Forecast published by the Ministry of Tourism projects overseas travel to the province will be slow, U.S. travel will experience decreases, particularly in same day visits, but that travel from the rest of Canada and within Ontario will remain strong over the next couple of years. According to the Regional Tourism profi le for the Niagara Region prepared by the Global Trends in Tourism Ministry of Tourism, an estimated 11 million person visits were recorded in 2007, A number of key trends in tourism will continue to shape and infl uence travel in the the most current data available. Overnight visits account for 41% of visits and 76% future and are outlined below. of spending, underlying the importance of the overnight visitor. Total spending in the • Visitors have shifted from looking to immersing themselves into rich experiences Niagara Region, estimated at $1.6 billion supports an estimated 17,444 jobs in the and culture, where they are participants rather than observers. This requires the region. Tourism is clearly a key economic driver in the Niagara Region. development of experiences to engage the visitor in new ways. Research recently completed on tourism opportunities in the Niagara Region • Fully independent travel is on the rise, a shift from large group travel. conducted by the Ontario Ministry of Tourism1, identifi es the top three primary • There is interest in responsible tourism with visitors actively searching for reasons for visitation to the Niagara Region as The Falls (natural wonders segment), operations and destinations that adopt practices that support sustainability. vineyards/wineries and casinos. • With the continued rise of the active and healthy boomer generation, there is an increase in number of mature travellers. These are well-travelled visitors Products and experiences offered in and around Niagara-on-the-Lake (wineries and who seek quality. related; spas; live theatre; culinary experiences) target high priority market segments as identifi ed by the Ontario Tourism Marketing Partnership (Ontario Upscale • The use of the Internet as a source of information and booking tool continues to Adventurers and U.S. High Flyers in particular) and as such benefi t from targeted dominate tourism marketing. As adoption of mobile devices rises, the type of marketing programs and tactics including Distinctive Getaways and Fall Drives. These web-based interactions with the visitor will shift. programs are supported by fully integrated on-line and off-line tactics including • Luxury travel will continue, even in tough economic times. initiatives for media relations and travel trade. • Multi-generational travel and social network or shared interest travel will continue, changing the travel infl uencers and decision-makers. 1 The Niagara Region’s Tourism Opportunities. The U.S. and Ontario Markets, Ontario Ministry of Tourism: To continue to be successful Niagara-on-the-Lake must continue to monitor and Research Unit – Product Development Opportunities August 2007; Marketing Implications July 2008.