2012-2016 Development Strategy

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2012-2016

District of Tofino121 3rd Street

PO Box 9

Tofino BC V0R 2Z0

Resort Development StrategyUpdated: February 21, 2012

Schedule "A"


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District of Tofino 1 | P a g e

2 0 1 2 2 0 1 6 R e s o r t D e v e l o p m e n t S t r a t e g yU p d a t e d F e b r u a r y 2 1 , 2 0 1 2

Contents

1 BACKGROUND .......................................................................................................................... 2

1.1 Location 2

1.2 History 2

1.3 Community 21.4 Tourism Amenities 2

1.5 Council Resolutions 3

2 ENVIRONMENTAL SCAN........................................................................................................... 4

2.1 SWOT Analysis Strength, Weakness, Opportunity, Threat 4

3 COLLABORATION, CONSULTATION, AND ENGAGEMENT ........................................................ 6

3.1 First meeting, May 30, 2011 6

3.2 Second meeting, June 07, 2011 6

4 VISION ...................................................................................................................................... 7

5 OBJECTIVES, GOALS AND MONITORING .................................................................................. 7

5.1 GOAL: Increase Awareness of Tofinos Eclectic Nature 7

5.2 GOAL: Enhance Visitor Experience & Satisfaction While Interacting with the Natural

Environment 8

5.3 GOAL: Support Active Local Tourism Assets Through Development & Enhancement of Visitor

Communications 9

6 RESORT DEVELOPMENT STRATEGY PROJECTS AND SERVICES .............................................. 10

6.1 Funding Allocation 10

6.2 Resort Infrastructure 11

6.3 Resort Services 13

7 BUDGET AND WORKPLAN ..................................................................................................... 15

8 COMMUNICATIONS PLAN ...................................................................................................... 15

9 CONSISTENCY TESTS .............................................................................................................. 16

Appendix 1 Project Sheets ......................................................................................................... 21

Project 1 Downtown Vitalization 21

Project 2 Civic Centre 22

Project 3 Special Events and Festival Support 23

Project 4 Water Access and Beach Improvements 24

Project 5 Seasonal Shuttle Service 25

Project 6 Signage 26

Project 7 Ambassador Program 27

Appendix 2 Letters of Support ................................................................................................... 28

Tofino Business Association 29

Tofino-Long Beach Chamber of Commerce 30

Tourism Tofino 31


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1 BACKGROUND1.1 LOCATION

The District of Tofino is situated at the northern tip of the Esowista Peninsula and is within the

Clayoquot Sound region - one of the most spectacular wilderness areas in North America.Clayoquot Sound (a United Nations recognized Biosphere Reserve) is the largest area of ancient

temperate rainforest left on Vancouver Island and its lush rain forests and magnificent beaches

abound with both marine and terrestrial wildlife. Tofino is the commercial and tourism centre,

and jumping off point, for both the Clayoquot Sound as well as the Pacific Rim National Park

Reserve (350,000 hectares of which nearly 83,000 hectares are marine).

Access to Tofino from the east part of Vancouver Island is via Highway 4 near Qualicum Beach.

At 163 kilometres in length, the terminus of Highway 4 lies at Tofinos First Street dock (the

longest east-west vehicular route on Vancouver Island). Alternative access to Tofino is via air,

either by float plane service from the harbour or from the Tofino-Long Beach Airport.

1.2 HISTORYLocal First Nations have an historical connection to both the land and sea around Tofino. Post-

contact, Tofino developed as a small fishing, timber and mining town. However, with the

decline in resource harvesting in the 1980s, 'ecotourism' recreational activities have become an

important sector in the region's economy, including such activities as whale watching, kayaking,

boating, wildlife viewing, diving, surfing, storm-watching, and recreational sport fishing.1.3 COMMUNITY

Apart from the spectacular natural environment, locals are Tofinos greatest asset. As outlined

in the Official Community Plan, the community recognizes and places value on Tofinoscharacter and place in British Columbia as a major destination for visitors and home to a variety

of people and cultures who rely upon the land and sea for their economic and spiritual well

being. Tofino is the home to approximately 1800 year-round residents, many of whom are

directly employed in the tourism industry. Much of the new growth in population is a direct

result of amenity based migration and the lifestyle afforded to the abundance of natural and

cultural amenities of the area. Apart from its spectacular natural amenities, Tofino has a robust

cultural scene, playing host to numerous annual cultural events related to the culinary arts,

natural environment, performing arts and visual arts. All of these events are volunteer based

and attended by the local community.

1.4 TOURISMAMENITIESWith its eclectic blend of four season outdoor recreation amenities, lively arts and culture

events, burgeoning local food scene and diverse accommodation, coupled by the spectacular

natural landscape of Clayoquot Sound, Tofino has emerged as a premier year round destination

resort community. For example, the accommodation sector demonstrates the breadth and

depth of the resort community. The area is home to over 1500 accommodation units ranging

from high-end luxury hotels to quaint B&Bs and vacation rental homes. For those wishing to be

closer to nature, there is also a range of camping opportunities within town.


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Recreational opportunities abound in Tofino and environs. Many base operations for

recreational opportunities within the 16 provincial parks and two Ecological Reserves of

Clayoquot region are found within Tofino. Such recreational activities include:

Stunning sport-fishing in protected waters; World-class sea kayaking; Whale-watching (Orcas, Humpback and Gray whales); Beachcombing and storm-watching over expansive local beaches; Hiking opportunities to meet a variety of skills levels and geography; Diving in incredibly visible water teeming with marine life; Golfing at affordable local 9-hole course; Spectacular birding opportunities for both resident and migratory sea and shore birds; and Surfing in some of the best cold water waves in the world.The Resort Development Strategy is an important component to the overarching community

tourism goal of promoting a resilient and vibrant economy that reflects Tofinos commitment to

sustainable development. The projects identified in the RDS are meant to augment existing

amenities and promote balanced and diverse economic activity in Tofino.

1.5 COUNCILRESOLUTIONSDistrict of Tofino Council adopted the RDS at the November 8, 2011 Regular Open Meeting of

Council.

RESOLUTION NO. 574/11 Moved and Seconded by Councillors Johns / Baert that Councilapproves the District of Tofino Resort Development Strategy 2012-2016 as presented byadministration on 2011-November-08; and that Council resolves that this plan be forwarded

to the provincial government for approval.

District of Tofino Council resolved to make the following changes to the RDS at the February 14,

2012 Regular Open Meeting.

RESOLUTION NO. 074/12 Moved and Seconded by Councillors Baert / McMaster thatCouncil adjust the allocations under the 2012-2016 Resort Development Strategy to 70% for

capital projects, 20% for programs and resort services and 10% for operations.

RESOLUTION NO. 075/12 Moved and Seconded by Councillors Baert / McMaster thatCouncil amend the wording of adding of a festival to the shoulder season by expanding it,

that in addition to adding a festival to a shoulder event or supporting the expansion of an

existing event.

RESOLUTION NO. 076/12 Moved and Seconded by Councillors Baert / McMaster thatCouncil amend the point where it says beach access to say beach and shore access.

RESOLUTION NO. 078/12 Moved and Seconded by Mayor Schmunk / Councillor Baert thatCouncil take up to the original $23,000 allocated for special events and festival support in

the RDS and if matched by Tourism Tofino with the RMI funds that we employ a festival


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coordinator to handle the logistics that will support all the major festivals that happen in the

District.

RESOLUTION NO. 122/12 Moved by Mayor Schmunk / Councillor Anderson that Councilallocate the additional $34,000 under Resort Services to $20,000 for special events and

$14,000 for signage for 2012.

RESOLUTION NO. 123/12 Moved and Seconded by Councillors Baert / McMaster thatCouncil direct staff to include a Tourism Master Plan in 2013 for at least $20,000 with funds

to come from signage and special events.

2 ENVIRONMENTAL SCANIn spite of the deleterious impacts on the tourist economy stemming from the global economic crisis

in 2008, Tofino has fared better than other resort communities provincially, nationally, and globally

and has maintained its position as a premier year round destination resort community. Specifically

the local tourism trends include:

The number of tourism related businesses increased 13% from 2009 to 2010, representing totalnumber of employees of 1547 and 803 for summer and winter respectively;

Attendance at Visitor Information Centres were up 58% in 2010 (56,304 this number reflectsthe second Visitor Information Centre located at Cox Bay which was opened in 2009) from 2008

(35,584);

AHRT revenue up 12% in 2010 from 2008; Named Best Surf Town in North America by the editors of Outside Magazine; Premiere site location for film industry (increase in filming permits, including 2 recent

blockbuster films).

A significant challenge to the robust tourism economy in Tofino is reflected in the provision of base

infrastructure (sewer, water, roads). The District recognizes that, above tourism amenities, these

fundamental services are inextricably linked to visitor satisfaction. Thus, a main challenge facing the

community rests on developing and maintaining a satisfactory level of infrastructure service where

there is a manifold increase in the numbers of visitors and accommodation units relative to year

round taxpayers and residential homes.

2.1 SWOTANALYSISSTRENGTH,WEAKNESS,OPPORTUNITY,THREAT2.1.1 Strengths Internal to the Municipality Can Control

Strong presence in provincial, national and international media Diverse outdoor recreation products surfing, whale watching, kayaking, hiking,

bird watching

Well known for high quality restaurants Strong volunteer base amongst the residents in the community Creative business community Well established accommodation businesses Growing winter tourism products (storm watching, surfing) UNESCO Biosphere Reserve/Diversity of physical environment


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Destination tourism market Tourism industry supports artistic community Industry keeps many people in the community employed Gateway community and destination as a result of the Pacific Rim National Park

Reserve

2.1.2 Weaknesses Internal to the Municipality Can Control Unequal seasons too busy during summer, not enough business during shoulder

and winter seasons

Lack of accommodation for middle to low income travelers Lack of tourism infrastructure: beach parking, washroom facilities, sufficient staff

during high season, water supply

Ability to maintain high quality and consistent staff due to lack of accommodation,particularly during the summer season

Town politics slow municipal decisions and inhibit the tourism industry Young families moving out of the community Environmental degradation threatens natural tourism products Isolated, and can be difficult to access (by road and by air) Few activities for youth (especially during poor weather) Quantity of visitors in summer season threatens quality of some tourism products Small tax base responsible for infrastructure of town that dramatically increases its

seasonal residents

Lack of First Nations integration into the tourism industry Need for additional diversity in tourism products, especially adventure tourism

activities

Lack of high quality port facilities for mooring yachts and boats2.1.3 Opportunities External to the Municipality No Control

Increasing popularity of water sports, especially surfing Support from the provincial government for tourism projects New, large markets discovering British Columbia (i.e. China) Opportunities for the development of additional diversified tourism products

cultural, aboriginal products

International media attention brought to British Columbia as a result of 2010Olympics

2.1.4 Threats External to the Municipality No Control Competition in destination tourism by other coastal recreation oriented

communities

Changing trends in the tourism markets Weakening US economy and US currency Increasing US-Canada border restrictions, passport requirements Climate change and greenhouse gas emissions from long-haul travel Price of oil Development outside the towns boundaries taking away from tourism in the village Environmental degradation Oil spills (off-shore oil exploration, shipping spills)


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3 COLLABORATION, CONSULTATION, AND ENGAGEMENTIn accordance with the Strategy Guide issued by the Ministry of Jobs, Tourism and Innovation, this

Resort Development Strategy (RDS) was developed in collaboration with key partners from the

tourism sector. District Council identified a working group of key stakeholders from which two

stakeholder meetings on 30 May 2011 and 07 June 2011 were held. Stakeholder representation

included:

3.1 FIRST MEETING,MAY30,2011Tatiana Chorner Surfrider

Jennifer Steven Tofino Long Beach Chamber of Commerce

Tanya Chamberlain Tofino Vacation Rental Association

Christine Johnston Tofino Public Market

Norma Dryden Pacific Rim Arts Society

Eileen Floody Clayoquot Sound Community Theatre

Dan Harrison Raincoast Education Society

Bobby Lax Tofino Ucluelet Culinary GuildPerry Schmunk* Tourism Tofino

Josie Osborne* Tofino Botanical Gardens

David Griffiths Tonquin Foundation/Tofino Business Association

Dennis Evans Tofino Business Association

Ralph Tieleman Surfrider

William Creba Surfrider

Jay Bowers Pacific Rim Surf Association

3.2 SECOND MEETING,JUNE07,2011Jennifer Steven Tofino Long Beach Chamber of CommerceNorma Dryden Pacific Rim Arts Society

Eileen Floody Clayoquot Sound Community Theatre

Dan Harrison Raincoast Education Society

Bobby Lax Tofino Ucluelet Arts Society

Perry Schmunk* Tourism Tofino

David Griffiths Tonquin Foundation/Tofino Business Association

Jay Bowers Pacific Rim Surf Association

Ralph Tieleman Surfrider

Shane Ramsay* Tourism Tofino

Duane Bell* Tofino Long Beach Chamber of Commerce

James Costello Mainstream Canada / Tofino Business Association

Sarah Timberlake* Tofino Recreation Commission

Note * Stakeholders identified who in addition to representing their various boards/committees also provide

resort accommodations within the municipality.

The results from the stakeholder engagement process indicated a variety of projects, listed under

four main categories: Resort Services, Infrastructure, Transportation, and Community Arts and

Culture. Within each of these categories, several tourist related projects were identified,

representing both small and large capital projects (Resort Infrastructure) as well as programs and


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events (Resort Services). Appendix 2 contains letters of support received by the District of Tofino

from key stakeholder goups who participated in the consultation process.

A copy of the RDS was sent to the Tla-o-qui-aht First Nations on November 3, 2011 for their review

and consideration.

4 VISIONThe purpose of the Tofino Resort Development Strategy is to develop a sustainable year-round

tourism industry which maximizes the visitor experience through interaction with the natural

environment, showcasing our cultural amenities and promoting an active lifestyle.

The following two OCP policy statements expand upon the vision outlined above:

Much of Tofinos tourism strength is related to the regional resources that surround Tofino,including beaches in Pacific Rim National Park Reserve, whales in the Pacific Ocean, surfing off

the beaches, kayaking in, and the wilderness scenery of, Clayoquot Sound. Maintaining those

resources in an attractive and accessible state will be important to sustaining tourism

development.

As Tofino continues to grow and tourism visitation increases, the very charm that has madeTofino a desired destination could be lost to over development or poor development practices.

Care will need to be taken to manage future population and visitation growth so that the

special eclectic character of Tofino is retained.

5 OBJECTIVES, GOALS AND MONITORING5.1 GOAL:INCREASEAWARENESS OFTOFINOSECLECTICNATURE

The key objective is to develop visitor amenities that promote Tofinos unique arts and cultural

experience year-round.

Raise visitor awareness of local tourism assets such as our festivals and events; funkyshops; arts and food culture; and First Nations art and culture.

Manage future visitation growth so that the special eclectic character of Tofino isretained.

Develop shoulder and off season programming and tourism assets that assist in prolongingthe tourism season.

Support a vibrant artistic community to diversify the economic base.- Provide dedicated arts programming space in both the downtown core and the

proposed Civic Centre.

- Engage local artists and artisans in vitalization efforts throughout the community.


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1) Downtown VitalizationPerformance Measurement:

Downtown Vitalization Core Vitalization Plan to be adopted by Council in 2011, withimplementation to commence in 2012

Completion of historical walk Increase visitor and local satisfaction related to downtown parking (parking

management)

Develop parking management plan (focus RV parking, off-shore parking) Fewer parking tickets and bylaw complaints Increased visitor satisfaction (survey) Increased number of small business licence applications Increased business license for arts groups and artists Extension of seasonal business/services operating hours into shoulder season (survey

to be conducted by the Chamber of Commerce to quantify results)

2) Civic Centre venue to showcase Tofinos vibrant artistic community.Performance Measurement:

Civic Centre feasibility study to be completed in early 2012.3) Special Events and Festival Support

Performance Measurement:

Increased number of visitations to local festivals and events. Increased festival attendance by 2% per year. Net increase of one festival during shoulder season or supporting the expansion of an

existing event.

Development of special event and festival calendar

Increased visitor information available on District website

5.2 GOAL:ENHANCEVISITOR EXPERIENCE &SATISFACTION WHILE INTERACTING WITH THE NATURALENVIRONMENT

The key objective is to create memorable beach and waterfront experiences for visitors that

promote interaction with the natural environment through appropriate amenities, linkages and

public accesses.

Maintain regional resources in an attractive and accessible state to sustain tourismdevelopment.

Provide greater and better accessibility to off-shore resources. Partner with region stakeholders. Increase waterfront and harbour accessibility and promote waterfront views. Maintain the natural character of Tofino, preserving open space, beach and shore access,

views over the waterfront and access to and through the waterfront.


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1) Water Access and Beach ImprovementsPerformance Measurement:

Increased activity at key water access points (survey) Develop beach use protocols and visitor signage (education) Improve beach and shore access, parking and washroom facilities Fewer bylaw complaints (traffic/parking) Increase visitor satisfaction at key sites in town Increase number of visitors at key sites Construction of new washroom facilities Extension of multi-use path (MUP)

2) Seasonal Shuttle ServicePerformance Measurement:

Provide alternative access to downtown core (shuttle service, MUP) Extension of service into the shoulder season

Reduction of GHG emissions Increased shuttle ridership

5.3 GOAL:SUPPORTACTIVELOCALTOURISMASSETSTHROUGHDEVELOPMENT&ENHANCEMENT OFVISITORCOMMUNICATIONS

The key objective is to raise awareness of local and regional tourism assets while promoting an

active recreation lifestyle through enhanced visitor communication.

Increased cultural awareness. Expand programming to target youth activities. Mentoring program which enables participating businesses/organizations to share

knowledge and experiences.

Resource and knowledge sharing.1) Signage

Performance Measurement:

Increased cultural understanding Increase MUP users

2) Ambassador ProgramPerformance Measurement:

Satisfaction survey to be completed by the Chamber of Commerce Increase volunteerism in the community Increased hits on District of Tofino and Chamber of Commerce websites Increased program participants


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6 RESORT DEVELOPMENT STRATEGY PROJECTS AND SERVICESDistrict of Tofino Council considered the results of the stakeholder input at a special open meeting

on June 16, 2011 from the existing RDS, and established the direction for the 2012-2016 RDS.

Baseline data will be collected in 2012 to support goals of each project.

6.1 FUNDING ALLOCATION6.1.1 Under the Existing RDS

It was determined that the municipal campground project proposed under the existing

RDS be removed as the District was unable to secure tenure over the land intended for

development. Council does not envision pursuing this project in the foreseeable future.

The mountain bike park and trails project is being completed in 2011 under the current

funding allocations. However, the mountain bike trail component at present time is not

as extensive as initially considered, but future improvements shall be captured within

the Water Access and Beach Improvement 2012-2016 funding allocation.

Council proposes to allocate the unspent RMI funding from the existing Resort Strategy

towards the following three projects initiated in late 2011 with project completion dates

in 2012 or later:

$975,000 towards the Downtown Vitalization Project Finalizing the Downtown Vitalization Core Vitalization Plan; plan to be brought

forward to Council at the November 08, 2011 regular open meeting for

consideration.

- Project is nearing completion after extensive public engagement throughoutthe community.

Increase in funding is largely due to the shifting of funding from the municipalcampground project (no longer feasible) as well as funding from the civic centre

and Museum projects as the Downtown Vitalization project is further along and

is the foundation upon which the Civic Centre will be built.

Construction to begin in 2012. $50,000 towards the Civic Centre Feasibility Study

Study as originally outlined in the existing RDS is under development with finaldocument including recommendations to Council to be completed by Spring

2012.

Results will determine the type and scale of civic centre uses and amenities. $200,000 towards the Trails and Beach and Shore Access

Funds devoted to trails and beach and shore accesses identified in existing RDSwill be initiated in 2011 and completed in 2012 and may include extensions to

existing trails and beach amenities.

6.1.2 Under the 2012-2016 RDSFor the new 2012-2016 RDS, overall anticipated revenue was apportioned in the

following manner:


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70% - Resort Infrastructure (Capital Projects) 20% - Resort Services (Programs and Events) - including $10k/year for evaluation 10% - Operation/MaintenanceResort infrastructure projects (70%) represent the largest segment of the new strategy,

and include both small and large capital projects generally related to one of three main

areas: downtown vitalization; water access and beach improvements; and civic centre.

For specific resort services (20%), Council identified several projects, including: a

summer seasonal shuttle service, special events and festival support, signage,

ambassador program support, development of a tourism master plan, and a community

calendar. Operational costs and maintenance on capital projects developed under the

RMI initiative (i.e. trail maintenance, beach washroom facility cleaning) are also

earmarked expenditures under the new strategy.

Details of each of these project areas are described below. However, it is important to

note that the strategy is not intended to be prescriptive, particularly as it relates to

capital infrastructure projects, but rather provide areas of general tourist related capital

investment linked to one of the three focus areas. Council and staff believe thisapproach is appropriate for the District of Tofino for two reasons. First, it permits

flexible and strategic response to changes in the local tourism environment. Secondly,

while this strategy interfaces with and incorporates existing District of Tofino tourism

related guidelines, particularly in respect of the Official Community Plan and the

Recreation Master Plan policy, there is a recognized deficiency in the overall tourism

master planning for the community. Council recognizes this significant planning gap and

is looking to develop an overall tourism master plan process in 2013 upon which to build

on the macro-level policies outlined in the OCP and Recreation Master Plan. Thus, the

identified projects, goals and performance evaluation strategy outlined in the new

Resort Development Strategy are consistent with Tofinos key policy documents while

permitting alignment with future focused tourism related master planning initiatives.

6.2 RESORTINFRASTRUCTURE6.2.1 Downtown Vitalization

The Village core is the centre of community life in Tofino and holds critical importance

to the success of Tofinos tourist economy. The 8 blocks of village core serves as the

main commercial hub in Tofino as well as for the outlying off-shore areas. This area

includes restaurants, local shopping, booking agencies for a variety of off-shore

adventure tours (Whale-watching, kayak rentals, etc), surf and bike rentals, and local art

galleries. The village core is also home to banks, public institutions (Municipal Hall,

RCMP, Hospital, Post Office, Coast Guard, Department of Fisheries and Oceans Offices)as well as local non-profit groups (Eco-Trust Canada, Clayoquot Biosphere Trust, Friends

of Clayoquot Sound). This concentration of activity makes for a robust and vibrant

village core and adds to the distinctive sense of what Tofino represents. However, this

vitality is somewhat compromised due to increased and disorganized summer vehicular

traffic, prohibition of pedestrian linkages (i.e. sidewalks) and lack of public activities and

amenities in the village core.


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The downtown vitalization project will develop strategies for creating a series of public

space amenities throughout the village core and provide linkages (pedestrian/vehicular)

to connect to a network of village public spaces.

The objective of this initiative is to increase the number and extent of tourist visitors to

the village core by providing a pleasant atmosphere in which to stroll, shop, eat and

explore. Specific initiatives include connections to the Tofino harbour, celebration of theold village and maritime heritage, increased pedestrian activities and amenities at public

green spaces, improved parking and circulation and linkages between them all.

6.2.2 Civic CentreA primary component of the larger village core vitalization plan is the Civic Centre

concept. This initiative is identified as a Strategy project due to its direct connection to

the expansion and diversification of the tourist economy in Tofino. Although specific

details of the breadth and extend of the civic centre will be expanded through the

development of the feasibility study identified in the earlier RDS, general concepts of

the centre will likely include the following tourist related services: visitor information

services, museum, convention centre, theatre and performance space.

The proposed location of the civic centre is meant to enhance the vitality of the

adjacent village green in providing a sense of character and a forum for further public

activities. The civic centre will also be an anchor for the downtown, acting as a focal

point for definition, and provide expanded opportunity for variety of special events and

festivals hosted throughout the year. Moreover, the civic centre will also provide much

needed indoor amenities for visitors during inclement weather.

6.2.3 Water Access and Beach ImprovementsAs a community built on a peninsula, Tofinos tourism related activities reflect an ever-

important connection to the water. Categorized by three distinct geographic features

(sandy outside beaches, working harbour, inlet mudflats), there are a variety of design

issues that need to be addressed to meet the waterfront needs of visitors and locals

alike. While this RDS project will focus on physical capital improvements related to

water accessibility and beach improvements, it is closely aligned with other projects

including downtown revitalization as well as active waterfront programming related to

the special events and festivals projects identified under resort services. It is believed

that improved water access and beach improvements will provide increased

opportunities for recreation, tourism and entertainment. In a general sense, this

projects main objectives are based on OCP policy of maintaining the natural character

of Tofino, preserving open space, beach and shore access, views over the waterfront

and access to and through the waterfront.

Specific initiatives under this project include:

identify key new and existing beach and shore access sites and developingappropriate multi-modal access, linkages and amenities to existing network; and

maximize safe public access opportunities to the working harbour through strategiccapital investments, and in correlation with downtown vitalization plan.


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6.3 RESORTSERVICES6.3.1 Seasonal Shuttle Service

Presently, the District of Tofino does not have a regular year-round transit service. The

seasonal Tofino Bus shuttle service will provide a scheduled shuttle route throughout

the summer months (July-September) which includes a circuitous schedule that includesstops at all major resorts and campgrounds, major beach amenities, and the village

core. Ridership is geared primarily to travelling guests as well as seasonal tourist

workers.

As a corollary to the operational costs associated with the seasonal shuttle, RMI funds

will be allocated to shuttle related capital projects at shuttle stop locations, such as

improved shuttle let-down areas, bus shelters, seating, and signage.

The shuttle service is also aligned to the Districts commitment to its reduction of

community greenhouse gases, as identified in the Districts Community Energy Plan.

While recognizing that the overwhelming majority of tourist visitors to Tofino come by

way of vehicle traffic, how they move around town while here can be altered. TheCommunity Energy Plan identifies two specific GHG reduction targets (minimize vehicle

traffic to the downtown core, minimize vehicle traffic in the downtown core) which are

directly related to the shuttle service).

6.3.2 Special Events and Festival SupportA significant component of the local tourism economy, particularly during the shoulder

and off-seasons, is attributed to the various local special events and festivals. Many of

these events have reached operational capacity due to the exclusive reliance on the

efforts of local volunteers and community groups. Operational support to existing and

new special events and festivals will allow this sector to capitalize on a strong

foundation, built by the local volunteer base, and augment an already vibrant festival

scene. Examples of existing annual special events and festivals include:

Rip Curl Stew Surf Competition Cold Water Classic Surf Competition Canada West Paddle Surf Festival Tofino Legion Fishing Derby Tofino Saltwater Fishing Derby Food and Wine Festival Tofino International Film Festival Oyster Festival Feast Culinary Festival Pacific Rim Shorebird Festival Winter Music Festival ArtSplash Visual Arts Show Carving on the Edge Festival Pacific Rim Summer Music Festival Annual Tofino Skateboard Contest Tofino Lantern Festival


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Development of an annual special events and festival calendar will also be produced

which will assist in identifying resource gaps, better co-ordination and synergies, and aid

Tourism Tofino in marketing various events.

6.3.3 SignageThe District of Tofinos new signage policy will be implemented through the use of RMIfunds. The overall goal is to elevate Tofinos marketability as a tourism destination and

focus on the products, services, and amenities that make it unique. A consistent sign

regimen will enhance the tourist experience by effectively assisting visitors to orient

themselves to the physical environment as well as aid navigation from place to place. It

will also assist in proselytizing the Tofino brand and will be closely aligned to other

parallel initiatives such as downtown vitalization, MUP development and beach

improvements. Specifically, this will include both an operation plan for the location, sign

typology, and graphic standards and well as construction of key capital sign projects.

6.3.4 Ambassador ProgramThe Tofino-Long Beach Chamber of Commerce recently developed (2011) a new

Ambassador Program whose goal is to increase community development through

strengthening local knowledge and sharing information with visitors. The Ambassador

Program provides service and leadership skills to employees, residents and business

owners, offering support to the service industry and local community. The Program

delivers essential regional information and training intended to build capacity within our

local service industry while also encouraging civic responsibility, volunteerism and

community engagement.

The District will access RMI funds to further refine the Ambassador Program in

partnership with the local chamber of commerce and Tourism Tofino.

6.3.5 Tourism Master PlanAs identified under the 2012-2016 RDS funding allocation, the funding for Tourism

Master Plan in 2013 shall come from the Special Events & Festivals Support and the

Signage programs.


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7 BUDGET AND WORKPLAN5 Year Expenditure Plan

Resort Development Strategy 2012-2016

Funding Estimated at $680,000 per Year

RESORT INFRASTRUCTURE** RESORT SERVICES***

DOWNTOWN

VITALIZATIONCIVIC CENTRE

WATER ACCESS

&BEACH

IMPROVEMENTS

SEASONAL

SHUTTLE

SERVICE

SPECIAL EVENTS

&FESTIVAL

SUPPORT

SIGNAGEAMBASSADOR

PROGRAMEVALUATION

2011 RMI

Reserves

$975,000 $50,000 $200,000

N/A N/A N/A N/A N/ARevitalization

Plan to be

complete by

Nov 2011

Feasibility Study

to be complete by

May 2012

Dependant on

projects to the

right

2012 TBD* TBD* TBD* $35,000 $43,000 $29,000* $19,000 $10,000

2013 TBD* TBD* TBD* $35,000 $43,000 $29,000* $19,000 $10,000

2014 TBD* TBD* TBD* $35,000 $43,000 $29,000* $19,000 $10,000

2015 TBD* TBD* TBD* $35,000 $43,000 $29,000* $19,000 $10,000

2016 TBD* TBD* TBD* $35,000 $43,000 $29,000* $19,000 $10,000

Note * Represents an additional 10% of RDS budget for operations and maintenance of proposed projects

Note ** Represents 70% of RDS budget

Note *** Represents 20% of RDS budget

8 COMMUNICATIONS PLANCommunication of this plan is a key component of its overall success. A significant amount of energy

has been focused toward public education of the RMI program. In the past there has been some

frustration within the community as RMI projects are undertaken before higher order needs such as

infrastructure improvements. District of Tofino staff and Council have been communicating the

opportunities and limitations of the Resort Municipality Initiative through special Council

presentations, media releases and town hall meetings. Ongoing community support for the RMI is

predicated on consistent positive messaging. Tourism Tofino, Tofino-Long Beach Chamber of

Commerce and Tofino Business Association are seen as key partners in disseminating this message.

Annual reporting of the Strategy will occur in tandem to the provinces reporting requirements.

Presentation to the above-noted partners will provide an opportunity to correlate planned andemerging initiatives to achieve the goals set out in the plan and to meet the needs of a changing

tourism landscape. The municipalitys annual report will highlight the Resort Municipality Tax

Transfer Program and the specific RDS project and service outcomes.

Both capital projects and resort services funded by the Strategy will be signposted and identified

through media releases.


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9 CONSISTENCY TESTSThe development of this Resort Development Strategy is consistent with, and correlated to, the

District of Tofino Official Community Plan and the Parks and Recreation Master Plan. While the

District does not have an overall tourism strategy, the OCP provides sufficient policy support and

direction for each of the projects anticipated under this new Strategy.

Under Key Issues:

1.6.1 Economic Issues

Tofino has become quite reliant upon the tourism sector. The community believes that it will beimportant to develop a more diversified economic base so that the effects of a potential tourism

downturn will be reduced.

As Tofino continues to grow and tourism visitation increases, the very charm that has madeTofino a desired destination could be lost to over development or poor development practices.

Care will need to be taken to manage future population and visitation growth so that the special

eclectic character of Tofino is retained.

Much of Tofinos tourism strength is related to the regional resources that surround Tofino,including beaches in Pacific Rim National Park Reserve, whales in the Pacific Ocean, surfing off

the beaches, kayaking in, and the wilderness scenery of, Clayoquot Sound. Maintaining those

resources in an attractive and accessible state will be important to sustaining tourism

development.

The community believes that its vibrant artistic community could be a contributor to adiversified economic base. Future economic growth in the arts will need to be explored.

The waterfront and harbour have been developed over the years with a mix of uses. While thatmix of uses creates an interesting working harbour, there is concern for the safety stemmingfrom harbour uses, such as float planes, boats and kayaks. As well, parts of the harbour and

waterfront are inaccessible. Views out over the waterfront are spectacular. Long term use of the

waterfront will need to be explored.

1.6.3 Physical Development Issues

Parking in the Village Centre becomes a problem during the summer visitor season, especially asa result of recreational vehicle parking on streets and in parking lots. This demand, in addition to

overnight parking and long term parking for residents and visitors of outlying areas in Clayoquot

Sound, contribute to a reduction of on street parking for visitors and residents of the Village

Centre.

Maintaining the natural character of Tofino, preserving open space, beach and shore access,views over the waterfront and access to and through the waterfront are design issues that face

the community.

Location of future community facilities (in, near or outside the Village Centre) will haveimplications for servicing, parking, adjacent uses, accessibility, image and function.


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Maintaining Tofino as a pedestrian-friendly town will be challenging in the face of Tofinosgrowth within its geographic setting on a peninsula and its associated potential spread along the

Pacific Rim Highway.

Tofino has an active working harbour that supports a diversity of uses including tourism, fish andshellfish processing and harvesting, marine services and transportation

1.6.4 Social/Cultural Issues

During the height of the visitor season, some residents feel overwhelmed with traffic, parkingand community use issues. Methods to manage the effects of visitation will need to be

considered.

Provision of a community hall/recreation centre has been identified by the community and theDistrict of Tofino as an important community facility. The location and type of facility will have

implications for the future development of Tofino.

Under OCP Policy:

3.2.2.1 Village Centre and Downtown Policies

1. The District will continue to support the Downtown Commercial Core as the primary

institutional, recreation and commercial/retail activity centre in the District.

3. The District will encourage a high quality sense of entry to the Downtown Commercial Core

through the designation of a Downtown Gateway.

8. In consultation with local land owners and with their consent, pedestrian access to and along the

waterfront will be developed, where appropriate.

10. A Downtown Commercial Core Vitalization Plan shall be completed for the Downtown

Commercial Core as identified on Figure 5.

11. The Downtown Parking and Traffic Plan shall be examined and implemented, where appropriate,

and consideration shall be given to: Enhanced pedestrian circulation in the downtown; Long

term on-street parking (especially along Main Street) directed to off-street sites; Reduction of

on-site parking requirements, where appropriate; Review of continued collection of Parking

Reserve Fund in lieu of providing on-site parking; Review of the administration of the existing

Parking Reserve Fund; Identification of potential funding mechanisms; Elimination of RV parking

in the Downtown Commercial Core and provision of an RV parking lot outside of the Downtown

Commercial Core; Provision of shuttle service between neighbourhoods, resorts, Esowista, RV

parking lot and Downtown Commercial Core; Promotion of the use and continued development

of the Multiuse Path.

3.2.3.10 Tourism Development Policies

1. The District will support tourism development as a key economic development initiative.

2. Future tourism information needs of the community will be reviewed, including the future

location of an information centre or centres.

4. Public access to and parking demand for beach use will be monitored to identify issues of

overuse and congestion.


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5. The District will encourage the provision of increased public access to major beaches.

6. Tourism activity in the Waterfront Area will be supported.

12. The Downtown Gateway will continue to be an important tourism destination area.

3.2.3.11 Mobility Policies

1. The Downtown Parking and Traffic Plan (August 1999) shall be examined and implemented,

where appropriate, and consideration shall be given to: Enhanced pedestrian circulation in the

downtown; Long term on-street parking (especially along Main Street) directed to off-street

sites; Reduction of on-site parking requirements, where appropriate; Elimination of RV parking in

the Downtown Commercial Core and provision of an RV parking lot outside of the Downtown

Commercial Core; Provision of shuttle service between neighbourhoods, resorts, RV parking,

Esowista and Downtown Commercial Core; Promotion of the use and continued development of

the Multiuse Path.

2. Pedestrian circulation will be promoted throughout the District, including access to beaches,

neighbourhoods, commercial development and places of employment.

3. Cycling will be promoted throughout the District, including access to beaches, neighbourhoods,

commercial development and employment.

8. In consultation with landowners and with their consent, pedestrian access to and along the

waterfront will be developed where appropriate.

9. Working with landowners and with their consent, the District will promote alternative

pedestrian access to the Downtown Commercial Core by encouraging the provision of a

foreshore walkway as shown on Figure 7.

10. The District will explore the potential for a tourist shuttle between resorts and the Downtown

Commercial Core by working with tourism operators to explore potential means of operation

and funding.

3.2.3.15 Village Centre Waterfront Policies

1. The Waterfront Area (see Figure 5) shall be developed and designated as a safe working harbour

that sustains, marine-related and support activities, fisheries and support activities, aquaculture

and support activities, tourism and support activities, transportation activities, and selected

retail/commercial activities that complement the harbour.

4. In consultation with landowners, pedestrian access to and along the Waterfront Area will be

developed, where appropriate.

5. Working with landowners and with their consent, the District will promote alternative

pedestrian access to the Downtown Commercial Core by encouraging the provision of a

foreshore walkway as shown conceptually on Figure 7.

7. The District supports the development and use of the Fourth Street boat launch and the

improvement of parking.

9. Where appropriate, public access to the Waterfront Area will be promoted and encouraged.


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10. Development of the Waterfront Area shall take into consideration the protection of views and

vistas, particularly for the area north of Main Street between First Street and Fourth Street and

protecting view corridors at Third Street.

12. The District shall support the habitat objectives identified in the Habitat and Land Use

Assessment of the Tofino Harbourfront (1998).

13. The District will work with the Harbour Authority and other jurisdictions to monitor use of the

Waterfront Area (see Figure 5) in order to identify potential safety issues and methods to resolve

them.

14. The District will continue to promote the development of a multimodal trail into the Downtown

Commercial Core.

15. Grice Road right-of-way shall be maintained and enhanced as public access along the waterfront.

3.3.3.1 Village Centre and Downtown Policies

1.

The District will complete a Downtown Commercial Core Vitalization Plan that examines landuses and future potential land use types, promotes opportunities for residents to meet and

greet and relax in attractive outdoor spaces, recognises the importance of views of the nearby

islands, mountain vistas and Browning Passage, and promotes walking about the community in

a safe pedestrian environment.

2. Redevelopment of the Waterfront Area will be promoted to encourage resident and visitoraccess to portions of the Waterfront Area as shown conceptually on Figure 7.

3.3.3.7 Parks and Recreation Policies

3. Existing park areas will continue to be improved.

4. The District will encourage the provision of increased public access to major beaches.

5. The District will work in consultation with landowners and businesses to identify methods to

increase public access, resident parking and public facilities at MacKenzie Beach and Cox Bay,

including acquisition, partnerships and other means.

6. Public access to and parking demand for beach use will be monitored to identify issues of

overuse and congestion.

8. A pedestrian trail will be developed between Tonquin Park Road and MacKenzie Beach Road.

11. The District shall encourage, where appropriate, the development of pedestrian trails in

conjunction with the installation and extension of infrastructure.

22. Existing and new pedestrian linkages and linear park land will be incorporated to form a network

between and within neighbourhoods, parks, public spaces, Village Centre and community

services.

3.3.3.8 Arts and Culture Policies

1. The District shall support the development and enhancement of the arts as an economic andcultural development tool.


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2. Public art, including First Nation art, will be encouraged where it complements and supportscommunity design goals.

3. Development of a live theatre space will be explored as a potential tourism and local culturalfacility.

4. Arts and culture will be identified as potential important aspects of tourism and communitydevelopment, including during the winter months.

3.3.3.9 Heritage Policies

1. The District will promote the identification and development of a Walking Heritage tour ofTofino.

3.4.2.1 Tourism Policies

1. The District will continue to support year-round tourism activities and use that minimize theirimpact upon the environment and social fabric.

2. Development that promotes eco-tourism will be encouraged.4. Destination tourism development shall be directed toward the Downtown Commercial Core,

Downtown Gateway, MacKenzie Beach, north Chesterman Beach and Cox Bay.

3.4.2.2 Waterfront Policies

1. The Waterfront Area (see Figure 5) shall be promoted as a working harbour within which fishprocessing and other marine-related activities may be permitted to operate in an

environmentally responsible manner.

3.4.2.4 Arts Promotion Policies

1. The District will actively demonstrate support for the arts.2. Local arts groups will be encouraged to organize and expand locally supported arts groups.3. Local artists will be encouraged to develop and practice their artistic skills for the benefit of

residents and tourists.

4. The District will work co-operatively with the tourism and arts sectors to identify the ways andmeans of establishing venues for music and theatre that provide entertainment for residents

and tourists.


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Appendix 1 Project Sheets

PROJECT1DOWNTOWNVITALIZATION

Project Title Downtown Vitalization

Project description The downtown vitalization project will develop strategies for creating aseries of public space amenities throughout the village core and

provide linkages (pedestrian/vehicular) to connect to a network of

village public spaces.

Milestones Anticipated Start Date Spring 2012

Completion Date TBD in Vitalization Plan

Operational Date Starting 2012

Goal(s) Identify both the RDS

goal(s) the project supports and

the project goal(s)

RDS Goal 1: Increase Awareness of Tofinos Eclectic Nature

Project Goal: To increase the number and extent of tourist visitors to

the village core by providing a pleasant atmosphere in which to stroll,

shop, eat and explore.Specific initiatives include connections to the Tofino harbour,

celebration of the old village and maritime heritage, increased

pedestrian activities and amenities at public green spaces, improved

parking and circulation and linkages between them all.

RDS Goal 2: Enhance Visitor Experience & Satisfaction While

Interacting with the Natural Environment.

Project Goal: Maintain the natural character of Tofino, preserving

open space, beach and shore access, views over the waterfront and

access to and through the waterfront

Additional Benefits Economic, social, cultural and environmental benefits.

Performance evaluation and

monitoring technique(s) that

will be used to evaluate

outcomes

Site visits, visual documentation, visitor and user satisfaction (surveys),

extension of seasonal business/services operating hours into shoulder

season (survey), statistical data on bylaw complaints and parking

tickets, statistical data on business licences.

Funding sources RMI Funding $975,000 (pre-2012)

TBD 2012-2016

Municipal Funding Campbell St. Fund -$350,000

Parking in Lieu - $450,000

4th St Amenity - $30,000

Other: (identify) ICE-T Grant - $350,000

Cost of project TBD by Vitalization Plan

Project Manager District of Tofino

Operating responsibilities Organization Municipality

Financing


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PROJECT2CIVIC CENTRE

Project Title Civic Centre

Project description The proposed location of the civic centre is meant to enhance the

vitality of the adjacent village green in providing a sense of character

and a forum for further public activities.

The civic centre will also be an anchor for the downtown, acting as a

focal point for definition, and provide expanded opportunity for variety

of special events and festivals hosted throughout the year. Moreover,

the civic centre will also provide much needed indoor amenities for

visitors during inclement weather.

Milestones Anticipated Start Date TBD (based on feasibility plan)

Completion Date TBD

Operational Date TBD


goal(s) the project supports andthe project goal(s)


Project Goal: Engage local artists and artisans in vitalization effortsthroughout the community and provide a venue to showcase Tofinos

vibrant artistic and cultural offerings.

Additional Benefits Physical Development, Social, Cultural, Economic




outcomes

Civic Center feasibility study to be completed May 2012.

Funding sources RMI Funding TBD

Municipal Funding TBD

Other: (identify)

Cost of project



Financing


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PROJECT3SPECIALEVENTS ANDFESTIVALSUPPORT

Project Title Special Events and Festival Support

Project description Operational support to existing and new special events and festivals

will allow this sector to capitalize on a strong foundation, built by the

local volunteer base, and augment an already vibrant festival scene.

Development of an annual special events and festival calendar will also

be produced which will assist in identifying resource gaps, better co-

ordination and synergies, and aid Tourism Tofino in marketing various

events.

Creation of a Festival Coordinator position to support all major

festivals by handling festival logistics.

Milestones Anticipated Start Date 2012

Completion Date Ongoing to 2016

Operational Date 2012

Goal(s) Identify both the RDSgoal(s) the project supports and

the project goal(s)

RDS Goal 1: Increase Awareness of Tofinos Eclectic NatureProject Goal: Increase number of visitations to local festivals and

events by 2% per year.

Net increase of one festival during shoulder season or supporting the

expansion of an existing event.

Development of special event and festival calendar. Increase visitor

information available on District Website.

Additional Benefits Social, Cultural, Economic




outcomes

Statistical attendance data.

Statistical festival count data.

Website review.

Funding sources RMI Funding $43,000/annum

Municipal Funding Dedicated staff

Other: (identify) Tourism Tofino

Cost of project Municipality



Financing


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PROJECT4WATERACCESS ANDBEACHIMPROVEMENTS

Project Title Water Access and Beach Improvements

Project description Water access and beach improvements will provide increased

opportunities for recreation, tourism and entertainment while

maintaining the natural character of Tofino, preserving open space,

beach and shore access, views over the waterfront and access to and

through the waterfront.






the project goal(s)


Interacting with the Natural Environment

Project Goal: Increase activity and visitor satisfaction at key water

points. Develop beach use protocols and visitor signage. Improve

beach and shore access, parking and washroom facilities. Extension of

the multi-use path. Decrease in bylaw complaints.

identify key new and existing beach and shore access sites anddeveloping appropriate multi-modal access, linkages and amenities

to existing network;

maximize safe public access opportunities to the working harbourthrough strategic capital investments, and in correlation with

downtown vitalization plan; and

Additional Benefits Physical Development, Environmental, Economic




outcomes

Survey, statistical data on bylaw complaints, site visits, visual

documentation.

Funding sources RMI Funding $200,000

Municipal Funding

Other: (identify)

Cost of project TBD



Financing


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PROJECT5SEASONALSHUTTLESERVICE

Project Title Seasonal Shuttle Service

Project description Provide a scheduled shuttle route throughout the summer months

(July-September) which includes a circuitous schedule that includes

stops at all major resorts and campgrounds, major beach amenities,

and the village core.

Milestones Anticipated Start Date July 2012


Operational Date July September (Annually)



the project goal(s)


Interacting with the Natural Environment

Project Goal: Provide alternative access to downtown core via shuttle

service and multi-use path. Extension of shuttle service into the

shoulder season. Reduction of GSG emissions. Increase shuttle

ridership.

Additional Benefits Environmental, Social, Economic




outcomes

Statistical data on shuttle and multi-use path usage.

Funding sources RMI Funding $35,000

Municipal Funding

Other: (identify)

Cost of project $35,000/year

Project Manager District of TofinoOperating responsibilities Organization Municipality

Financing


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PROJECT6SIGNAGE

Project Title Signage

Project description A consistent sign regimen will enhance the tourist experience by

effectively assisting visitors to orient themselves to the physical

environment as well as aid navigation from place to place.

It will include both an operation plan for the location, sign typology,

and graphic standards and well as construction of key capital sign

projects.


Completion Date 2015




the project goal(s)

RDS Goal 3: Support Active Local Tourism Assets Through

Development & Enhancement of Visitor Communications.

Project Goal: Increase cultural understanding, amenity wayfinding,

and traffic on the multi-use path.

Additional Benefits Economic, Environmental, Cultural, Physical Development




outcomes

Statistical data on multi-use path traffic and survey.

Funding sources RMI Funding $29,000/annum

Municipal Funding Dedicated staff

Other: (identify)

Cost of project $29,000/annum



Financing


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PROJECT7AMBASSADORPROGRAM

Project Title Ambassador Program

Project description Provides service and leadership skills to employees, residents and

business owners, offering support to the service industry and local

community.

The Program delivers essential regional information and training

intended to build capacity within our local service industry while also

encouraging civic responsibility, volunteerism and community

engagement.



Operational Date 2012-2016 Annually



the project goal(s)


Project Goal: To increase community development through

strengthening local knowledge and sharing information with visitors.RDS Goal 3: Support Active Local Tourism Assets Through

Development & Enhancement of Visitor Communications.

Project Goal: Increase volunteerism and program participants in the

community. Increase hits on the District of Tofino and Chamber of

Commerce websites.

Additional Benefits Social, Economic




outcomes

Satisfaction survey by the Chamber of Commerce. Hits count on the

District of Tofino and Chamber of Commerce websites. Statistical data

on program participants and volunteers.

Funding sources RMI Funding $19,000/year

Municipal Funding

Other: (identify) Tourism Tofino, Tofino Chamber

Cost of project

Project Manager Tofino-Long Beach Chamber of Commerce


Financing


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Appendix 2 Letters of Support

The attached letters of support for the Tofino Resort Development Strategy were received from the

following key stakeholder groups:

Tofino Business Association Tofino-Long Beach Chamber of Commerce Tourism Tofino


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Tourism Tofino PO Box 1140 Tofino, B.C. V0R 2Z0

i f @t i t fi t i t fi

Mayor and CouncilDistrict of Tofino

121 3rd

Street, PO Box 9

Tofino BC

V0R 2Z0

RE: District of Tofino 2012-2016 Resort Development Strategy

On behalf of Tourism Tofino, this letter serves as confirmation that we are in support

of the 2012-2016 Resort Development Strategy for the District of Tofino.

The initiatives set out in the Resort Development Strategy have been carefully selected

and are clear and consistent with those that were identified during community

stakeholder engagement opportunities. These initiatives shall serve to enhance andpromote Tofino as a sustainable year round tourism destination while maximizing the

visitor experience.

If you require any further information or clarification regarding this letter, please do

not hesitate to contact me at 250-266-0513or [email protected]

Sincerely,

Kirsten Soder B.TM

General Manager

Tourism Tofino

Documents

2012-2016 Development Strategy