2019 Fiscal Report Spring Season in Fernie Photo Credit: Vince Mo #ferniestoke TourismFernie.com /tourismfernie @tourismfernie @tourismfernie Ferniestoke.com /tourismfernie @ferniebc @fernieweddings Tourism Fernie Society The following report highlights activities of Tourism Fernie over the 12 month period from January 1 to December 31, 2019. Corporate Office PO Box 1928 102 Commerce Road Fernie, BC V0B 1M0 250-423-2037 [email protected] Tourism Fernie 2019 Annual Report Message from the Chair Welcome to the 2020 Annual General Meeting of Tourism Fernie. Notable highlights and achievements in the 2019 fiscal year include: As an independent business owner, I recognize how important • Completion of the process of increasing MRDT collection Tourism Fernie is to the overall success of our local economy. from 2% to 3%, which will now generate more revenues for Our tourism community has developed into a network of tourism marketing and destination management initiatives. dedicated businesses and services that continue to drive us • Many productive meetings designed to gather input from forward. I am grateful for the opportunity to chair an organization key stakeholders, community members, and professional that works diligently with these key stakeholders to build on consultants in the development of the Tourism Master Plan. our community successes. Together with Tourism Fernie, our • The development of a new 5-year strategic plan to support members and stakeholders have created a foundation for the MRDT application and align TF initiatives with our bringing prosperity to our town. proposed TMP. • The continued evolution and growth of our Coop Marketing As we endure the current COVID 19 pandemic, we look back at program. Targeted to promote initiatives that directly affect 2019 with hope and encouragement for the future. Even during member businesses and services in our community. these difficult times, we remember how strong our tourism • The addition of office space for staff. A renovation to the VIC economy can be once again. building was approved and completed in order to create The support of our members is the critical component to space for expanding staff roles and enhance efficiencies as ensuring the viability of Tourism Fernie. Whether your business is Tourism Fernie grows. a multi-faceted hospitality service, or an independent retail shop; • The continual partnering with organizations such as each member business adds to the value of visiting or living in Destination British Columbia, Kootenay Rockies Tourism, Fernie. In particular, the accommodation industry has supported and the Columbia Basin Trust which support and include TF by collecting MRDT funds, which allows this organization to Fernie in large scale initiatives developed to promote our have the resources it needs to help our economy flourish. Thank region. you to all our members who contribute time, energy or resources We continue to place importance on the guiding principles and towards keeping Tourism Fernie sustainable. bylaws in our constitution to give our organization clear direction. It is important to recognize Jikke Gyorki, Tourism Fernie As we refresh our board of directors and approve new members, Executive Officer. Jikke passionately manages our organization I am confident that our organization has the tools to stay on the with dedication to excellence in her field. Together with Christine right path. Grimble, Vince Mo, and Rebecca Hall; our team effectively I will continue to encourage our community to give recognition handles a significant number of projects. They succeed in and support to the importance of tourism. I encourage everyone completing the goals of our strategic plan while continually to champion tourism and emphasize its benefits. reacting to recommendations from our board. The tourism foundation we have built together helps to keep Recognition goes to my fellow board members. The collective Fernie an outstanding place to live and visit. knowledge and leadership from these individuals guide our I look forward to the collaboration between cooperative and organization through this evolving landscape. Our directors accountable tourism champions in the coming fiscal year. have proven strong commitment and good stewardship through prosperous and difficult economic times. Our Tourism Master Plan champions group has committed much time and energy to developing our area’s new Tourism Master Kurt Saari Plan. The community champions who guided this process Owner Operator, deserve a huge thanks. We have created an evolving plan Nevados Restaurant to guide our interconnected organizations toward achieving common goals for Fernie. 2 Report for 12 month fiscal period of January – December, 2019 As prepared for the Annual General Meeting September 30, 2020 About Tourism Fernie Tourism Fernie Society is a Destination Marketing Organization Tourism Fernie is non-profit society and a membership-based (DMO) with the mission to sustainably increase visitation and organization governed by a Board of Directors representing revenue for stakeholders in Fernie and surrounging area through the local tourism industry. Professionals, businesses and tourism marketing and management. organizations that want to be promoted under the Tourism Fernie brand and market collaboratively pay a nominal annual The most successful destinations around the world act in a membership fee. In addition to membership fees Tourism unified and collaborative manner by promoting their destination Fernie’s revenues are generated from the 3% Municipal and first then the individual experiences while working to mitigate Regional District Tax (MRDT Hotel Tax) collected by local and manage tourism’s potential impacts. Collaboration and a accommodations, partner marketing initiatives and special critical mass of funding is necessary to achieve this, which is projects. beyond the means of an individual business or organization. Pooling financial resources and expertise into a strategic Tourism Fernie is managed by an Executive Officer and part- marketing and destination management maximizes results. time staff and contractors with the responsibility of creating and executing the annual Strategic Plan. Staff work out the Fernie During the early 2000’s many of Fernie’s tourism stakeholders Chamber of Commerce and Visitor Centre building located on saw the opportunity to implement a local hotel tax available Hwy 3, east of town. through the provincial government. This tax revenue, pooled with local funds, expertise and resources would allow Fernie to This Annual Report highlights further details about Tourism jointly market Fernie as a travel destination under a unified brand Fernie and the results of executing the 2019 Strategic Plan. Due to key target markets. With the support of the City of Fernie, the to COVID-19, this report was condensed in order to focus on local community and businesses, the Regional District of East industry support, recovery and adaptation. Kootenay, Tourism BC and the Government of British Columbia, Tourism Fernie was established formally in 2007. 2019 Vision, Mission, Guiding Principles, Strategic Goals & Objectives Vision Innovative • We aim to consistently create solutions that are ahead of the Fernie is the most sought after tourism destination in the marketplace and the competition. Canadian Rockies. Accountable Mission • We are fiscally responsible, measure results, adjust to changing market conditions, and account to stakeholders. Increase visitation and revenues for stakeholders through tourism marketing and management. Tourism Fernie Strategic Goals Guiding Principles • Long-term sustainability of Tourism Fernie Industry led / Government supported - Completion of the Tourism Master Plan • We are led by members of Fernie’s tourism industry who - Increase long-term funding – apply for 3% MRDT, develop solicit government support for tourism as an economic 5-year plan engine for Fernie. - Develop a policy book with new and updated policies and Customer focused terms of reference documents • We place customer needs first in the belief that what is best for the customer will ultimately be best for our stakeholders. - Increase HR capacity & budget • Effective tourism marketing, programs and projects that Sustainable • We respect the community’s social, economic and increase local tourism revenue, visitation and economic environmental values. benefits - Continue with initiatives focused on content marketing Fair and transparent • We have fair processes that are open to scrutiny and storytelling and we explain the rationale for our decisions to - Continue, evolve and grow coop marketing programs interested stakeholders. with members and partners, along with effective metrics and reporting Inclusive • We welcome input and work together with members, - Execute 1-2 new larger marketing initiatives with stakeholders, and other organizations. increased MRDT funds/budget Report for 12 month fiscal period of January – December, 2019 3 Tourism Fernie 2019 Annual Report Board of Directors, Committees & Staff for 2019 Board of Directors Chantel Vincent Finance Andrew Hayden Freyja Lifestyle Jeremiah Pauw - Chair Fernie Distillers Christine Grimble Super 8 Fernie Tourism Fernie Caitlin Bates Kurt Saari Island Lake Lodge Jikke Gyorki Nevados Tourism Fernie Chantel Vincent Jikke Gyorki Freyja Lifestyle Laura Oleksow Tourism Fernie Jason Burt Spa 901 AGM & Nominations Snow Valley Lodging Mike McPhee Chantel Vincent - Chair Island Lake Lodge Jeremiah Pauw Freyja Lifestyle