THE CORPORATION OF THE CITY OF VERNON

TOURISM COMMISSION

WEDNESDAY, FEBRUARY 19, 2020

OKANAGAN LAKE ROOM – 8:00 a.m.

A G E N D A

1. ADOPTION OF AGENDA

2. ADOPTION OF MINUTES

a) January 15, 2020 (attached)

3. UNFINISHED BUSINESS

a) Tourism Vernon Overview – Presentation b) North Okanagan Cycling Society – Land near Ellison Park – Verbal Update c) Tourism Vernon Presentation to Council d) Grow with Google Workshop e) World Travel Awards – Update f) Tourism Vernon Open House – February 18, 2020 – Recap g) Partnership with District of Coldstream and Electoral Areas h) 50/50 Marketing Coop & Small Accommodators Funding Requests i) Tourism Sentiment Index 2018 – Commission to review for March j) Pre-Go Media FAM Update for Fearless Females in BC Libations & Food Scene k) Tourism Vernon Guide Sales – just over $17,000 in sales currently.

4. NEW BUSINESS:

a) Annual Destination BC Visitor Centre Network Contract Renewal and Report was received and accepted by Destination BC

b) International Media Marketplace c) Tourism Vernon – Sector & Open Pool Partnerships for 2020 d) STR for Vernon hotel data report – discussion e) Vernon Wellness Strategic Plan f) 2020 Tourism Vernon Broadcast Partnerships: g) Tourism Vernon Website and Technology Updates: h) Accessible Tourism Partnership – Potential & Projects i) Tourism Vernon Visitor Services Projects:

5. INFORMATION ITEMS:

a) Accommodation Tracking (attached) b) Visitor Info Centre Statistics (attached) c) Municipal Reg. District Tax Update (attached) d) Arts:

June 4 – 7 – Creative Chaos – 300 vendors July 24 – 26 – Okanagan Military Tattoo

Tourism Commission Agenda February 19, 2020

e) Sports: Mar 6 & 7 – Doctors’ Hockey Tournament – 3 ice arenas for 2

days Mar 13-22 – Seismic Winter Ski Festival Mar 18 - 22 – Interior Bowling Tournament

o Sandman is sold out Mar 26 – April 2 – 94th Canadian Ski Championship – Cross

Country Skiing April 3 – 5 – Village Green Tournament – 32-36 adult hockey

teams – 25+ out of town teams April 10 – 12 – Nkmaplqus Hockey Tournament – 24 – 26

hockey teams – only 2 local teams April 30 – May 3 – Vernon Bike Fest May 3 – Kal Park 50 - 2020 Western Canadian Long Distance

Mountain Running Championships June 26 – 28 - Funtastic has moved to June 26th weekend July 1 – 5 - North Okanagan Youth Girls Soccer Provincials – 42

out of town teams, potentially 1,500 people in Vernon for event July 3 – 5 – Ribfest – 5 vendors out of town and 50 local

vendors July 16 – 20 – tentative BC Provincial Ringette Tournament – 8

– 16 teams July 23 – 26 – Seismic Summer – Bike Festival at SilverStar –

this is NEW August 22-23 - Kalamalka Classic September 20 - Okanagan Rail Trail Ride September 19 - Freaky Creaky 50 September 20 – AquaTerra

f) Conferences: April 28 – May 1 – South Okanagan Local Government

Association (SILGA) Conference June 6 – 8 – Fire Chief Expo – 350 – 500 potential attendees Oct 15 - World Travel Awards

g) Travel Trade o June 13 – Canada’s West Marketplace – Kananaskis, AB o July 17 – 20th Annual Hidi Nishi Classic - CITAP Summer

Tournament – Tsawwassen Springs o May 5 – 8 - Rendez-Vous Canada – Quebec City

h) Media Update Recent FAMs:

o Feb 6 – 9 Fairchild Radio – Celina & Victor Luk o Feb 6 – 9 – Vernon Winter FAM o Feb 7 – 8 – BC Ale Trail o Feb 7 – 9 – CTV Edmonton o Feb 1 – 29 – Seniors long stay blog/story o Feb 8 – 9 – Seeker Media

Upcoming FAMs: o Mar 21 – 23 – PENDING - Seismic - Winter

Tourism Commission Agenda February 19, 2020

i) Recent/Upcoming Stories; Feb 18 – CTV Edmonton – Winter Wellness in Vernon Feature

with Bianca Millions BC Living – Small Town Festival – Diane Selkirk

j) Conferences – Recent & Upcoming Mar 2 – 3 – Destination BC Visitor Network Conference Mar 3 – BC Destination Marketing Organization Association Mar 4 – 6 – BC Tourism Industry Conference May 3 – 5 – Travel & Words

6. RESOLUTION TO CLOSE MEETING

BE IT RESOLVED that the meeting be closed to the public in accordance with Section 90(1) of the Community Charter as follows:

k) negotiations and related discussions respecting the proposed provision of a municipal service that area at tehri preliminary stages and that, in the view of the Council, could reasonable be expect to harm the interests of the municipality if they were held in public;

7. ADJOURN TO REGULAR MEETING

8. NEXT MEETING:

The next meeting of the Tourism Commission is tentatively scheduled for Wednesday, March 18, 2020.

9. ADJOURNMENT

1

THE CORPORATION OF THE CITY OF VERNON

MINUTES OF

TOURISM COMMISSION MEETING

HELD WEDNESDAY, JANUARY 15, 2020

OKANAGAN LAKE ROOM

PRESENT:

ABSENT:

STAFF:

VOTING: Councillor Akbal Mund (8:31 am) David Gibbs, Accommodation Provider Claus Larsen, Accommodation Provider Matt Scheibenpflug, Accommodation Provider Janna Maderyc, Accommodator Troy Hudson, Ski Brett Woods, Biking Michael Van Horne, Golf Kevin O’Brien, Attractions Clinton Bialas, Restaurant Dauna Kennedy, Arts & Culture Mike Fotheringham, Okanagan Indian Band Richard Rolke, Greater Vernon Chamber of Commerce Dina Mostat, Downtown Vernon Association Gale Woodhouse, Arts & Culture Kevin Poole, Manager, Economic Development & Tourism Torrie Silverthorn, Tourism Coordinator Karen Savill, Admin. Assistant, Economic Development & Tourism Janice Nicol, Legislative Committee Clerk

ORDER The meeting was called to order at 8:02 a.m.

INTRODUCTION OF NEW MEMBERS

The Commission held round-table introductions.

ELECTION OF CHAIR AND VICE-CHAIR 2020

Nominations for the position of Commission Chair for 2020 were called for three times. Claus Larsen was nominated. Moved by Richard Rolke, seconded by Kevin O’Brien:

THAT Claus Larsen be elected Commission Chair for 2020. CARRIED.

TOURISM COMMISSION MINUTES – JANUARY 15, 2020

2

Nominations for the position of Commission Vice-Chair for 2020 were called for three times. Moved by Kevin O’Brien, seconded by Claus Larsen:

THAT Brett Woods be nominated as Commission Vice-Chair for 2020. CARRIED.

Moved by Troy Hudson, seconded by David Gibbs:

THAT Dauna Kennedy be nominated as Commission Vice-Chair for 2020. CARRIED.

Ballots were distributed to the Commission then counted. The Chair declared that Dauna Kennedy be the Vice Chair for 2020

ADOPTION OF AGENDA

Moved by Kevin O’Brien; seconded by Brett Woods: THAT the agenda for Wednesday, January 15, 2020 Tourism Commission be adopted. CARRIED.

ADOPTION OF MINUTES Moved by Brett Woods, seconded by David Gibbs;

THAT the minutes of the Tourism Commission meeting held Wednesday, December 18, 2019 be adopted. CARRIED.

UNFINISHED BUSINESS

NORTH OKANAGAN CYCLING SOCIETY

At the November 20, 2019 meeting, the North Okanagan Cycling Society provided a presentation on current status of their cycling group. A further meeting was held in the afternoon of December 18, 2019. Land was identified near Ellison Park that is privately owned but needed for trail continuity. A decision is expected to be made in February, more information to follow.

TOURISM COMMISSION MINUTES – JANUARY 15, 2020

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2020 MUNICIPAL & REGIONAL DISTRICT TAX ONE YEAR TACTICAL PLAN

The revised Tactical Plan was sent out to the Commission for review. Once adopted by the Commission, Plan will go to Council for endorsement. The Five Year Plan will be sent out to the Commission.

Moved by Dauna Kennedy, seconded by Kevin O’Brien: THAT the Tourism Commission endorse the 2020 Tactical Marketing Plan and Budget as presented at the January 15, 2020 Tourism Commission meeting. CARRIED.

IMPORTANCE OF TOURISM FOR VERNON AND COMMUNITY – JANUARY 202 PRESENTATION TO COUNCIL

Marketing Group member, Claus Larsen, will be making a presentation to Council at the January 27, 2020 meeting, 1:30 pm Regular Meeting.

REMINDER – GROW WITH GOOGLE WORKSHOP ON FEBRUARY 20, 2020

The Commission was reminded of the ‘Grow with Google Workshop’ scheduled for February 20, 2020 in partnership with the Thompson Okanagan Tourism Association.

WORLD TRAVEL AWARDS

The World Travel Awards are being planned with local tour development and event support. Are there any ideas for activities that showcase Vernon for entertainment at the awards ceremonies? The Commission had the following input:

Awards event to occur October 14 -16, 2020 Extensive documented requirements and set-up Predator Ridge is hosting World Travel Awards in Canada for the

first time ever More details to follow for the next meeting. Would like to have some Indigenous events Travel Awards will be in Canada for the next three years 250 – 300 expected attendees at the Gala event on October 15,

2020 Tourism Coordinator will be reaching out to partners for

events/experiences to showcase Vernon Tourism Vernon will contribute but is not responsible for financial

requirements, that remains with Thompson Okanagan Tourism Association

Site inspection schedule for April.

TOURISM COMMISSION MINUTES – JANUARY 15, 2020

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UPDATE ON TOURISM VERNON OPEN HOUSE

The Open House is scheduled for February 18, 2020 1 -4 pm If you would like to request a table, please contact info@tourismvernon.ca. The Commission had the following input:

Teresa Durning from Tourism Vernon is the lead on this Open House

There will be a presentation at the February meeting by the Manager, Economic Dev & Tourism

Six planned Break-out sessions All partners encouraged to attend as it is a great networking

opportunity Key Note Speaker will be Diedre Campbell Name tags will be made up for Tourism Commission members.

NEW BUSINESS

POSSIBLE PARTNERSHIP WITH DISCTRICT OF COLDSTREAM/SILVER STAR RESORT

At the January 13, 2020 Regular Council Meeting, Council requested that the Tourism Commission Bylaw be amended to include a representative from Silver Star Resort. The following input was received from the Commission:

Funding structure – by MRDT and cash contribution by City of Vernon, it is identified in the five year strategy to approach District of Coldstream.

Memo to be brought back to Commission in February suggesting a partnership with District of Coldstream and the Electoral areas

Silver Star is looking at collecting a separate MRDT Council has recommended a change to the Tourism Bylaw to

include a non-voting position from Silver Star Mountain Resort on the Commission

New team at Silver Star is very community oriented and values sustainability.

50/50 MARKETING COOP & SMALL ACCOMMODATORS FUNDING REQUESTS

Vernon has a co-op marketing plan that focuses on contributing 50% to marketing. Currently over-subscribed although not all dollars have been awarded. The following points were noted:

Looking at changing policy to have two intakes – April and October

Applications will be coming back to the February meeting for the Commission to vote on

Very encouraging that partners are coming forward to apply Initiative focuses on areas outside the Thompson Okanagan Commission may need to look at increasing the amount as there

has been a great deal of interest.

TOURISM COMMISSION MINUTES – JANUARY 15, 2020

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Brett Woods left the meeting at 8:44 am

TOURISM SENTIMENT INDEX 2018

The Tourism Sentiment Index is in process of being reviewed and will be sent out for the Commission’s review for February or March meeting.

PRE-GO MEDIA FAM – FEARLESS FEMALES

A ‘pre-tour’ has been scheduled before event on September 7 – 9, 2020 that highlights women making a name for themselves in the BC Win & Food Scene. Secured so far:

Missy Dobernigg – BX Press Cidery Loretta Friedrich – Okanagan Foodie Tours – Vernon Carolyne Grant – Hot Bread Shoppe Sonia Martinez – Okanagan Spirits Chef from Bamboo Beach Fusion

Please advise of any other females in culinary scene in Vernon you would like to see showcased.

PRO-AM GOLF SHOW FILMING

There will be filming of two episodes May 22 – 24, 2020. Location has not been determined, details to be sent out to Commission when available.

SOCIALITY EVENT Currently working with private contractor to hold an Influencer Event in Vernon for 100 – 150 social media and content generators. Goal is to create some off-site experiences for attendees. Event tentatively scheduled for July.

TOURISM VERNON VISITOR GUIDE SALES

no update

RESOLUTION TO CLOSE MEETING

Moved by Richard Rolke, seconded by David Gibbs:

BE IT RESOLVED that the meeting be closed to the public in accordance with Section 90(1) of the Community Charter k) negotiations and related discussions respecting the

proposed provision of a municipal service that are at their preliminary stages and that, in the view of the Council, could reasonably be expected to harm the interests of the municipality if they were held in public

CARRIED.

The Chair, called the regular Tourism Commission meeting back to

order at 8:56 a.m.

TOURISM COMMISSION MINUTES – JANUARY 15, 2020

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INFORMATION ITEMS

ACCOMMODATIONS TRACKING/VISITOR INFO CENTRE STATISTICS/MRDT

These statistics were attached to the agenda for the Commission’s review.

VERNON 365

The Tourism Vernon : 365 Campaign Report – September and October 2019 was attached to the agenda for the Commission’s review.

ARTS Arts events were listed on the agenda for the Commission’s review. Vernon Public Art Gallery activities were distributed at the meeting.

SPORTS As listed on the agenda.

TRAVEL TRADE, MEDIA AND CONFERENCES

As listed on the agenda.

DATE AND TIME OF NEXT MEETING

The next meeting of the Tourism Commission is scheduled for Wednesday, February 19, 2020 at 8:00 a.m. in the Okanagan Lake Room.

The Tourism Commission meeting adjourned at 8:57 a.m.

CERTIFIED CORRECT: __________________________ Chair

AB MB BC ON SK USA UK Local Europe Other TotalToll Free 4 7 1 5 17Regular 1 4 81 86Emails 7 210 2 219Packages 4 1

322

2020Total TF 108

14 145

2

16

Total 22

1928

Services

69

Monday Tuesday Wednesda Thursday Friday Saturday Sunday 08,112 8,059 7,786 9,061 7,958 8,316 8,412 57704

155,071 152,277 182,353 203,283 159,947 156,807 154,774 1,164,512Totals

1,717 1,673 2,075 2,104 2,137 1,411 1,421 12538Twitter Followers 4688 Increase of 39Instagram Followers 9,964 Increase of 206

.54.40%3.80%26.90%14.60%0.20%

`

Totals23

5

`

Twitter Insights January 2020

DATE RANGE: January 2020PHONE CALLS

TOTAL*Some calls may have more than one inquiryTOLL FREE INFORMATION VISITORS % Change over 2019

Event/Attraction 8 Website OtherRelocation 2 Print ORGANIZATIONS ASSISTED

Requested Total Regular Source Total Parties -30.3%Phone Number 1 Website Tour Total Visitors -28.2%

Silver Star Repeat Visits Name of Group Assistance ProvidedRoads Other (Word of mouth) Golf Passport &PayPal Log Passports & Start Paypal account

TOTAL 17 Total Accesibility Call out Called all hotels REGULAR CALL LINE Pumpkin Classic Called out the workshop -Seeds

Services 4 Google Webinar Staff education Accommodation 2 CTV Baskets Built 2 baskets Promotion winners

Requested Total Regular Source Queen Silver Star Tourism Class Phone Number 3 Website Tour Vernon Winter Carnival 1 Event Promotion & Brochure distributionEvent/Attraction 37 Website Other Ad sales OngoingRelocation 4 Print RFP & Kevin Meeting

18 Vernon Winter Carnival 2 Tourism Float Building Stakeholder 21

Silver Star 3 Repeat Visits Open House Advertising & Organizing Roads Other (Word of mouth) Destination Think Content building workshops

AccommodationTOTAL 86 TOTAL

Tourism VernonTwitter Activity

Instagram

WEBSITE VISITSFacebookOrganic

Paid CampaignDay

Referring Sites 479Direct Traffic 3369

WEBSITE TRAFFICOrganic 6829

OtherTotal Visits 12538 100%

Social 1835Email 26

Display

Emails SentRelocation All from the website

MAIL OUTS SENT EMAIL INQUIRIES

141

Info Pkg Accommodation Camping 4Advert Pack Vernon Information Requests 78

Facebook Insights January 2020 Daily New Likes 58 Daily Page Engaged Users 27,634Daily Total Reach 1218855Daily Organic Reach 59103Daily Total Impressions 951,130Daily Organic Reach of Page posts 57712

TOTAL Other

For more information, contact:Kevin PooleManager, Economic Development and Tourism250-550-3249 kpoole@vernon.ca

City of Vernon - Room RevenueJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total % Change

2010 703,000$ 769,000$ 1,485,000$ 1,415,000$ 2,890,000$ 2,551,000$ 1,858,000$ 1,156,000$ 768,000$ 754,000$ 14,349,000$ 2011 699,000$ 837,000$ 861,000$ 1,095,000$ 1,544,000$ 1,817,000$ 2,685,000$ 2,780,000$ 1,973,000$ 1,425,000$ 849,000$ 842,000$ 17,407,000$ 21.3%2012 795,000$ 1,105,000$ 1,173,000$ 1,268,000$ 2,285,000$ 1,621,000$ 2,920,000$ 3,285,000$ 2,329,000$ 1,510,000$ 1,060,000$ 987,000$ 20,338,000$ 16.8%2013 801,000$ 1,187,000$ 957,000$ 2,014,000$ 1,243,000$ 2,879,000$ 2,947,000$ 3,757,000$ 2,312,000$ 1,420,000$ 1,268,000$ 1,140,000$ 21,925,000$ 7.8%2014 1,290,000$ 1,338,000$ 1,942,000$ 1,757,000$ 2,300,000$ 3,049,000$ 3,580,000$ 4,478,000$ 2,572,000$ 1,721,000$ 1,501,000$ 1,257,000$ 26,785,000$ 22.2%2015 1,455,000$ 1,551,000$ 1,678,000$ 1,648,000$ 3,183,000$ 4,202,000$ 3,159,000$ 4,789,000$ 3,078,000$ 3,150,000$ 758,000$ 2,180,000$ 30,831,000$ 15.1%2016 879,000$ 2,104,000$ 1,876,000$ 2,681,000$ 2,518,000$ 3,538,000$ 5,536,000$ 5,818,000$ 3,580,000$ 2,445,000$ 1,589,000$ 2,100,000$ 34,664,000$ 12.4%2017 1,134,000$ 1,703,000$ 2,078,000$ 2,452,000$ 3,275,000$ 4,446,000$ 5,634,000$ 4,854,000$ 4,419,000$ 2,637,000$ 2,106,000$ 2,160,000$ 36,898,000$ 6.4%2018 1,421,000$ 2,153,000$ 2,219,000$ 2,276,000$ 3,469,000$ 4,510,000$ 5,614,000$ 4,853,000$ 3,893,000$ 2,277,000$ 1,946,000$ 2,042,000$ 36,673,000$ -0.6%2019 1,386,000$ 1,869,000$ 2,465,000$ 2,205,000$ 3,431,000$ 5,117,000$ 4,745,000$ 4,979,000$ 3,932,000$ 2,437,000$ 2,156,000$ 34,722,000$ 0.3%

% Chg -2.5% -13.2% 11.1% -3.1% -1.1% 13.5% -15.5%* figures are rounded to nearest 1000 ** Does not include room revenue generated from Online Accommodation Platforms

City of Vernon - Hotel Tax (MRDT) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

2010 14,059$ 15,379$ 29,706$ 28,308$ 57,794$ 51,024$ 37,162$ 23,119$ 15,368$ 15,076$ 286,994$ 2011 13,981$ 16,742$ 17,222$ 21,907$ 30,889$ 36,343$ 53,694$ 55,604$ 39,460$ 28,493$ 16,975$ 16,847$ 348,157$ 2012 15,892$ 22,100$ 23,465$ 25,369$ 45,708$ 32,427$ 58,397$ 65,696$ 46,580$ 30,194$ 21,192$ 19,749$ 406,769$ 2013 16,026$ 23,734$ 19,140$ 40,284$ 24,869$ 57,577$ 58,946$ 75,141$ 46,233$ 28,396$ 25,351$ 22,798$ 438,495$ 2014 25,808$ 26,766$ 38,844$ 35,150$ 46,008$ 60,983$ 71,609$ 89,568$ 51,431$ 34,414$ 30,019$ 25,148$ 535,747$ 2015 29,094$ 31,022$ 33,555$ 32,953$ 63,651$ 84,035$ 63,183$ 95,772$ 61,559$ 62,993$ 15,200$ 43,605$ 616,621$ 2016 17,589$ 42,075$ 37,521$ 53,626$ 50,353$ 70,758$ 110,712$ 116,351$ 71,608$ 48,902$ 31,770$ 41,991$ 693,256$ 2017 22,674$ 34,066$ 41,568$ 49,031$ 65,502$ 88,916$ 112,682$ 97,088$ 88,381$ 52,740$ 42,124$ 43,201$ 737,974$ 2018 39,259$ 59,773$ 61,597$ 63,211$ 96,600$ 125,757$ 156,731$ 135,348$ 108,478$ 63,207$ 53,951$ 55,525$ 1,019,437$ 2019 38,231$ 51,772$ 68,477$ 61,209$ 95,555$ 142,709$ 132,306$ 138,860$ 109,519$ 67,648$ 59,794$ 966,079$ *In 2018, MRDT increased from 2% of Room Revenue to 2.8% of Room Revenue

City of Vernon - Online Accommodation Platform (OAP) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

2018 15,758$ 15,758$ 2019 21,878$ 22,261$ 24,167$ 68,306$ **OAP room revenue began in October 2018. Revenue is received quarterly.

$-

$5,000,000

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2010 2011 2012 2013 2014 2015 2016 2017 2018