KALYNA COUNTRY TOURISM DEVELOPMENT STRATEGY Table of Contents EXECUTIVE SUMMARY ..............................................................................................................5 INTRODUCTION ........................................................................................................................10 Background..........................................................................................................................10 Project Objectives................................................................................................................11 Process Overview................................................................................................................11 SITUATION ASSESSMENT: Where are we now? ....................................................................16 Study Area...............................................................................................................................17 Themes ...................................................................................................................................18 Lures and Clusters: Kalyna’s Tourism Resource ....................................................................19 Key Attractions and Clusters ...............................................................................................19 Market Analysis .......................................................................................................................27 Trends in Alberta Tourism ...................................................................................................27 Activities-Based Demand.....................................................................................................27 Regional Tourism Characteristics & Trends ........................................................................35 Primary Research Survey....................................................................................................37 SWOT Analysis .......................................................................................................................40 Tourism Gaps..........................................................................................................................42 ALTERNATIVE ANALYSIS: Where do we want to go? ..............................................................48 Objectives................................................................................................................................48 Measures.................................................................................................................................48 Alternatives..............................................................................................................................51 Technical Analysis...................................................................................................................51 Ranking & Weighting...............................................................................................................51 STRATEGIC PRIORITIES: How do we get there? .....................................................................53 Strategic Priorities for Tourism Development..........................................................................53 Experiential Attractions in the Kalyna Country Ecomuseum................................................53 Kalyna Country Food ...........................................................................................................55 Kalyna Country Accommodation .........................................................................................56 Aboriginal Tourism Product Development ...........................................................................57 Agricultural Tourism Product Development .........................................................................58 Kalyna Country Historic Trails and Waterways....................................................................60 Kalyna Country Folk Festival ...............................................................................................61 Supporting Actions for Tourism Development.........................................................................62 Realigned Kalyna Country Boundary...................................................................................62 Governance .........................................................................................................................63 Regional Tourism Stakeholder Organization .......................................................................63 Tourism Training & Education Programs for Industry..........................................................65 Tourism Investment Attraction Strategy...............................................................................66 Tourism Business Information Portal...................................................................................66 Expanded Tourism Information Website..............................................................................67 Tourism Small Business Support Program..........................................................................68 Focussed Marketing ............................................................................................................68 Kalyna Country Tourism Development Strategy 3 Thank you to everyone who participated in this project: Arnold Grandt - Ukrainian Cultural Heritage Village Corrine Card - Métis Crossing Crystal Cooper - Village of Mannville Dave Humphries - Vegreville Agricultural Society Edith Zawadiuk - Kalyna Past President Elizabeth Kuhnel - Alberta Ministry of Tourism, Parks, & Recreation Ellen Lefsrud - Viking Town Council Gail Upham - Village of Holden - H.E.A.R.T. George Jamieson - Minburn County, Councillor Gord Snyder - Buffalo Adventures Jenelle Saskiw - Village of Marwayne, Vermillion River Regional Alliance EDC Jars Balan - University of Alberta Ukranian Studies (Kalyna Curator) John Ritchie - Kikino Metis Settlement Jordan Rumohr - Lamont County Kelly Sprauge - Town of Mundare Kevin Kisilevich - Kalyna Country Laura McGowan - Alberta Ministry of Tourism, Parks, & Recreation Leah Huber - Elk Island National Park Maureen Easton - Vegreville Economic Development Board Mike Saric - Town of Mundare Peggy Nahirniak - Village of Holden (Kalyna Director) Ray Sauer - Thorhild County (Kalyna President) Ron Spragg - Village of Andrew (Kalyna Director) Ross Stromberg - Fort George/Buckingham House/Victoria Settlement Shane Hason - Heinsburg/Iron River (Kalyna Director) Shane Pospisil - Smoky Lake County Sheila Neil - Kalyna Country Tam Anderson - Sturgeon County Wayne Taylor - Smoky Lake Chamber (Kalyna Vice Pres.) Yvonne Brown - Tourism for Tofield Kalyna Country Tourism Development Strategy 4 EXECUTIVE SUMMARY The Kalyna Country Tourism Development Strategy was undertaken to identify strategic priorities for tourism development in Alberta’s Kalyna Country. This tourism destination evolved from the Kalyna Country Ecomuseum and includes the communities and rural areas in the County of Thorhild, Smoky Lake County, Lamont County, County of Two Hills, County of Minburn,as well as portions of Strathcona County (rural area), Sturgeon County, Beaver County and the County of St. Paul. The goal of the project was to build on the unique resources of the region that help differentiate it from other areas and to increase its destination status. A participatory process was used to engage local tourism stakeholders and incorporate local values into the strategy, and to ensure that those ultimately implementing the strategy were involved in the decision-making. This work took place from January to March, 2010. The following six theme areas were identified through market research and local stakeholder engagement to help characterize the current primary lures and brands within the region: Ukrainian Culture – This encompasses both historical and contemporary Ukrainian culture attractions and activities. Settler & Aboriginal Culture – This includes the area’s heritage resources as well as contemporary aboriginal cultural attractions. Agriculture & Rural Communities - This theme represents the unique lifestyles and livelihoods that are the foundation of Kalyna’s rural landscape. Outdoor Recreation & Natural Areas - This includes outdoor activities and the natural areas and protected sites that support these activities. Festivals & Events – This includes the many local and regional festivals and events held in Kalyna Country every year. Winter Activities - This theme area consists of all of the activities and events that occur during the winter months in the region. STRATEGIC PRIORITIES FOR TOURISM DEVELOPMENT A set of strategic priorities was identified to provide a ‘blueprint’ for moving forward with tourism development in the region. The strategic priorities take into account the creation of an experiential-based tourism region; one which offers the visitor opportunities for learning and personal growth as well as relaxation and adventure. Rather than diluting what makes Kalyna Country unique, the strategic priorities identified here link the region’s attractions under the umbrella of the Kalyna Country Ecomuseum. In addition, these strategic priorities will provide the visitor with a full-service experience including routes, tours and trip planning, as well as food, retail, accommodation and entertainment. The seven key tourism product development opportunities are as follows. Experiential Attractions