Beyond city lights.final
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Transcript of Beyond city lights.final
Life is a Beach! Selling Sandbanks all Year Long
10 Years of Tourism Development in Prince Edward County
October 21, 2010
Prince Edward County – location
• 3 international airports within 4 hours
• Urban populations of 10.4 million 2 – 4 hours away
• 401 traffic• US border
Prince Edward County – facts
• 800 km of shoreline• Worlds largest freshwater bay-mouth sand
dune system (Sandbanks Provincial Park)• Important Birding Area (IBA)• Loyalist Parkway• Past canning industry, 700 acres of
grapes planted since 2000, 34 wineries open, 4th DVA in Ontario
• “Creative Rural Economy”
Taste the County
• Prince Edward County’s Destination Marketing Organization (DMO)
• 250 members, member based board of directors
• Non profit, 7% of funding comes from municipality, remainder from partner program participation
• Mandate - Increase number of visitors to PEC and increase the amount spend while here
Tourism/TTC Milestones
• 1999 - Funding received from OMAFRA for partner project - PEC Federation of Agriculture and Chamber of Commerce and Tourism
• 2002 - Taste the County incorporated• 2005 - Premier Ranked • 2006 - Tourism Strategy, Tourism Development
Alliance formed• 2008 - Prince Edward County DVA (Designated
Viticulture Area)
Tourism Challenges
• Seasonal • Large accommodation base - campgrounds,
B&B’s small inns with seasonal occupancy• Economic frontier, new business owners
driven by passion (wine, arts, restaurant, etc)• Very few resources• Changing community - old vs new
Accommodation Profile
PEC Kingston Belleville
Motels, Inns, B&B’s
650 2280 739
Cottages 1904
Campgrounds 1278
Residences 0 2675 250
Total 3832 4955 989
TTC Response to Challenges
Goal - collectively market and develop product available in the off- season
• Focus on tourism experiences rather that tourism commodities (trails vs beach)
• Combine agricultural heritage and interest in culinary tourism to attract high yield visitors
• Include arts and community of creative people• Create new partnerships• Remember that “the County” is the product, not any
individual business
Taste the County, what we do
• TASTE! a celebration of regional cuisine (2002)• Maple in the County (2002)• Countylicious (Spring and Fall)• Arts Trail (2008), Trail Trail (2004)• Visitors Guide • Harvestin’ Program (Map, Meet and Greet, buy local
branding) • International Media Program• Destination Marketing Campaigns (2005)• 11 websites, 10,000 unique visitors/month
TASTE! a celebration of regional cuisine• Celebration of harvest, and now, grape harvest• Restaurants, specialty food producers wineries from
eastern Ontario provide “tastes”, • Workshops and cooking demonstrations• In 2009, over 50 new wines released from the PEC
DVA• 2010 – multiday celebration Friday to Wednesday –
wine tours, cooking classes, grape harvest parties• Huge involvement from community – Slow Food,
Food Bank, Kiwanis, 4H, Air Cadets
Taste! a celebration of regional cuisine
2008 2009 2010Participating businesses (not food and beverage)
7 12 15
Food and Beverage Vendors
33 44 50
Paid Attendees 1,491 1,677 2,004
Sample Tickets remitted to vendors
$32,598 $41,190 $45,189
Survey respondents 120 208 250
Countylicious
• Restaurants offer set menus for $30 or $35
• Cost to business - $400 each season plus 4 X 2 gift certificates
• Experimented with cross promotion - arts and wine
• In 2008, increased from 2 weeks to 4 weeks, April and November
Countylicious
2009
Spring
2009
Fall
2010
SpringParticipating businesses
10 10 8
Patrons 1,877 4,42 3,490
Value of Sales $91,222 $216,642 $174,500
Maple in the County
• County wide open house celebrating the first harvest – maple syrup
• $150 for a business to be on the program, anyone with a “maple experience” can participate
• Pancake breakfasts held at sugarshacks
• Family or adult experience
Maple in the County
2008 2009 2010
Locations 35 34 34
Businesses 60 59 75
Pancake Breakfasts
1100 na 5500
Attendance estimate
5,000 6,000 8,000 – 10,000
U/ web visitors March
3670 5241 6636
Maple in the County
• From 2008 to 2010, attendees with household incomes over $75,000 increased from 44% to 49% (2,200 to 4,410 people)
• 2010, 88% - event was the main reason or contributed as a reason to visit PEC
• In the spring, we start Countylicious on the Maple weekend so we can promote a month rather than an event
Arts Trail/TasteTrail Guide
• Self-guided tour, signage, website, bilingual
• In 2010, Arts Trail/Taste Trail guides combined, circulation increased from 30,000 each guide to 60,000 combined
• Cost to participate, $1,500 plus TTC membership
Principles of Tourism Development
• Think visitor, not organization• Cross promote experiences (Taste Trail and
Arts Trail combined book), Countylicious and Arts, Countylicious and wine tasting tickets, Countylicious and Maple
• Don’t actually do anything, package things other people are doing (Maple in the County, Taste!, Countylicious, Arts and Taste Trail
• Link rural and village events and experiences, (Trails, county wide open house idea) to move visitors through the geography
Principles of Tourism Development
Most importantly:
• Have fun
• Keep your sense of humour!
What’s Next
• Engage all partners in strategic planning to respond to regionalization opportunity
• Made in PEC research and data solution
• Solidify our community branding
Good Luck!
Kathy Kennedy
Executive Director
Taste the County
613-393-2798