CITY WIDE IMPLICATIONS CITY OF HAMILTON PLANNING AND ECONOMIC DEVELOPMENT DEPARTMENT Tourism Division Report to: Chair and Members Submitted by: Tim McCabe Economic Development General Manager and Planning Committee Planning and Economic Development Department Date: June 22, 2007 Prepared by: David Adames (905) 546-4132 SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) RECOMMENDATION: That Report PED07200 respecting “Tourism Hamilton 2006 Annual Report”, including Tourism Hamilton’s 2006 Annual Report, attached as Appendix “A” to Report PED07200 and Tourism Hamilton’s 2006 Audited Financial Statements, attached as Appendix “B” to Report PED07200, be received for information. Tim McCabe General Manager Planning and Economic Development Department EXECUTIVE SUMMARY: As part of its service agreement with the City of Hamilton, Tourism Hamilton Inc. is required to report to Council on a regular basis. The Board of Directors is pleased to present Committee and Council with an overview of key accomplishments from 2006. At its 2006 Annual General Meeting, held on May 25, 2007, the Tourism Hamilton Board of Directors approved the 2006 Audited Financial Statements, discussed accomplishments from Tourism Hamilton’s fourth year of operation and elected a new Executive Committee. The following Directors comprise the Executive Committee: President: Mark Farrugia First Vice-President: Joumana Ghandour Second Vice-President: Joan Balinson Treasurer: Larissa Ciupka Secretary: Carolyn Puddicombe SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) - Page 2 of 6 Key accomplishments for Tourism Hamilton in 2006: • Executed the 2006 Marketing Plan • Project managed the City’s sponsorship and participation in the 2006 Canadian Open golf championship • Serviced key sport events including: CIS Men’s Volleyball Championship; Volleyball Canada National Championship; Skate Canada National Synchronized Skating Championship and Actifest Ontario Senior Games • Restructured the staff complement to align functions with future marketing needs • Administered the Downtown Ambassador Program • Developed new web strategy, including launching new tourismhamilton.com web site • Hosted three industry events: Tourism Awards; Tourism Summit and Spring Networking Session • Full implementation of the Sport Tourism Action Plan, guided by the Sport Tourism Advisory Committee • Won bids for the: o 2007 Rowing Canada Annual General Meeting o 2007 Ontario Soccer Association Annual General Meeting o 2007 World Baton Twirling Championship o 2008 Boys and Girls Club of Canada Conference o 2009 Chemical Institute Conference • Implemented the first year of the new Tourist Information Centre at the John C. Munro Hamilton International Airport, funded in part by Service Canada. BACKGROUND: City Council approved establishing Tourism Hamilton in the fall of 2001, and the not-for- profit organization was incorporated on June 26, 2002. Tourism Hamilton is governed by a 19 member Board of Directors, including representatives from 11 tourism sectors, to act as the tourism marketing agency for Hamilton. City Council is represented by Mayor Eisenberger and Councillors David Mitchell and Terry Whitehead. The latest data on Hamilton’s tourism performance, as outlined in the “Statistics Canada Regional Tourism Profile, Census Division 25, Hamilton-Wentworth Regional Municipality” covers the year 2004 (there is an approximate 18-24 month lag time in receiving this data; 2005 data is expected to be released in the summer of 2007): • Total person visits to Hamilton: 3,294,099 (5% increase over 2003) • Total spending (tourism receipts) by visitors in Hamilton: $186 million (5.7% increase over 2003) • Economic impact: $132 million (11.9% increase over 2003) • Municipal taxes supported by tourism: $4.2 million (*see above comment) • Jobs supported by tourism: 2,384 (*see above comment) SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) - Page 3 of 6 2003-2006 Performance Measurements: Service 2003 2004 2005 2006 Measurement Tourist 17,996 14,669 14,203 35,788* Information Centre visits Web Unique 87,522 121,926 111,653 135,193 visitors Phone inquiries 7,364 5,101 4,987 5,923 Leads generated 155 tour 280 tour 353 plus mail- 260 tour for travel trade operators; plus operators; outs operators 1926 mail-outs plus 1591 plus 75 mail-outs group leaders Leads and 38 46 111 78 inquiries serviced for travel media Leads generated 53 181 192 185 for conventions Convention and 29/11 39/28 27/16 30/19 sport bids lodged and won Conventions and 157 133 137 129 sport events serviced Hotel 59.6% 62% 60.9% 62.9% Occupancy Rate Hotel Average $98.84 $95.97 $100.47 $103.00 Daily Rate Revenue per $51.02 $52.27 $57.26 NA available room Municipal taxes $3.72M $4.23M NA NA supported by tourism** Jobs supported 2,113 2,384 NA NA by tourism** Convention and 51 Sport Grants administered * 2006 was first full-year of operation for Tourist Information Centre at the John C. Munro Hamilton International Airport ** Source: “Statistics Canada Regional Tourism Profile, Census Division 25, Hamilton-Wentworth Regional Municipality” SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) - Page 4 of 6 2006 Annual Report Highlights: Tourism Hamilton’s 2006 Annual Report is attached as Appendix “A” to Report PED07200. Highlights included: Sport Events and Conventions: • 2006 Canadian Open Golf Championship: September 4-10, 2006. The event was hosted at the Hamilton Golf and Country Club. Over 100,000 spectators attended the tournament; over 1,200 volunteers were engaged and hotel room materialization in Hamilton for the event was 1,185 rooms. The event generated over $1.6 million in print media value for Hamilton (September 8-11). • Skate Canada hosted the Canadian Synchronized Skating Championship in Hamilton in February 2006. Hotel room materialization in Hamilton for the event was 1,936 rooms. • North American Kon Kani Association: June 30-July 4, 2006. Hotel room materialization in Hamilton was 1,609 rooms. Visitor Services: • The new Tourist Information Centre at the John C. Munro Hamilton International Airport served 26,794 visitors in its first full year of operation. • The downtown Tourist Information Centre experienced a 15% increase in visitation. • Tourism Hamilton’s web site experienced a 21% increase in “unique visitors”. • New web site was launched in December, 2006 providing a more comprehensive web site for local tourism businesses and visitors searching for information on Hamilton. Events: • Over 100 representatives from local tourism businesses attended Tourism Hamilton’s annual Tourism Summit in November. • Over 350 people attended the 7th Annual Tourism Awards in 2006. Product Development: In the fall of 2006, the Courtyard by Marriott opened on Upper James, providing more upscale rooms and additional room inventory for the Hamilton market. Also in the fall, United Kingdom-based, Flyglobespan, announced that it would be operating daily flights from 13 UK destinations in the summer of 2007 into the John C. Munro Hamilton International Airport. This would mark the first time in 20 years that there would be direct air-access from Hamilton to the UK market. The Hamilton Waterfront Trust operated a new trolley system along the west harbour trails, providing a popular way for visitors and Hamiltonians to experience Hamilton’s waterfront. SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) - Page 5 of 6 ANALYSIS/RATIONALE: N/A ALTERNATIVES FOR CONSIDERATION: N/A FINANCIAL/STAFFING/LEGAL IMPLICATIONS: Financial: The Audited Financial Statements for Tourism Hamilton Incorporated are attached as Appendix “B” to Report PED07200. Staffing – N/A Legal – N/A POLICIES AFFECTING PROPOSAL: N/A RELEVANT CONSULTATION: Tourism Hamilton Board of Directors CITY STRATEGIC COMMITMENT: By evaluating the “Triple Bottom Line”, (community, environment, economic implications) we can make choices that create value across all three bottom lines, moving us closer to our vision for a sustainable community, and Provincial interests. Community Well-Being is enhanced. ; Yes No Tourism provides the community with the opportunity to showcase itself on a provincial, national and international stage, welcoming visitors from across the country and around the world. This fosters a greater sense of self awareness and confidence of the community. Environmental Well-Being is enhanced. ; Yes No Tourism is a renewable industry. Through tourism development and promotion, visitors experience Hamilton’s outdoor and natural tourism products, ranging from the Niagara Escarpment, farms, Royal Botanical Gardens, conservation areas, waterfront, harbour, lake, parks, trails and waterfalls. SUBJECT: Tourism Hamilton 2006 Annual Report (PED07200) (City Wide) - Page 6 of 6 Economic Well-Being is enhanced. ; Yes No Tourism provides an annual economic impact to Hamilton of approximately $132 million and employs over 2,300 people in tourism-related jobs. Visitors bring new dollars to the community, providing a positive economic benefit. Does the option you are recommending create value across all three bottom lines? ; Yes No Do the options you are recommending make Hamilton a City of choice for high performance public servants? Yes No N/A :da Attachs. (2) Appendix A to Report PED07200 – Page 1 of 6 tourism 2006 hamilton Annual Report Tourism Hamilton Board of Directors Message from the President (current) Sue Vattay n 2006, Tourism Hamilton steadily worked Courtyard by Marriott President