Jim Lee Resume

James (Jim) Lee

PERSONAL

Address: 8805 Faber RdPort Alberni, BCV9Y 9B8

Telephone: 250-704-9234

EDUCATION

B.Sc. University of GuelphM.P.E. University of British Columbia.M.P.A. Program, School of Public Administration, University of Victoria, completion of eight courses.

CAREER HISTORY

PrincipalMRPA Consulting LtdDecember 1996 to present

MRPA Consulting provides clients with personal service and professional expertise in the development and implementation of market research projects and marketing plans, program development and evaluation, websites and advertising creative. Since 1996, over 100 projects have been completed, covering a range of topics and for a range of clients, primarily in the recreation, travel and tourism industries.

Development of the BC Golf Marketing Alliance as Executive Director for a 4 year period, reporting to a 7 member Board. The joint provincial-industry program included the development of a consensus among 6 golf destination regions and the province and the management of cooperative marketing programs in the US.

Organized golf industry workshops and developed a Business Plan for a new Graduate level program for Royal Roads University.

A complete project listing is attached to this Resume.

Director of Business DevelopmentBritish Columbia Golf Association2010 to present

Reporting to the Executive Director and Board, responsible for the development of partnerships, revenue generation, development of member benefits and discounts, marketing strategy and research and liaison with golf and tourism associations in the US and Canada.

Launch of a new member benefit program, Access Global, and its promotion in Canada, the US and in Latin America.

Member communications, including editor of bi-monthly e-newsletters to over 300 industry stakeholders and 37,000 members. Editor of the Association website and preparation of content as needed.

1

Jim Lee Resume

Development and maintenance of partnerships with corporate partners. Ongoing member research using online surveys State of the industry research tracking golf participation in Canada and BC using data

from the Print Measurement Bureau.

Executive Director, Canadian Golf Tourism AllianceNovember 1997 to June 2006

Development of the Canadian Golf Tourism Alliance, a national marketing alliance of the top golf courses and resorts in Canada, with the provincial government agencies and the CTC, as well as with corporate partners. This organisation included 70 of the top golf courses and resorts in 5 provinces of Canada.

Development and establishment of a unique brand for Canadian golf – Swing Through Nature.

Cooperative marketing programs with industry and governments undertaken primarily in the US using the national brand across all provincial marketing.

Marketing program management included media trips, television and magazine advertising using agencies, writers and consultants on specific projects.

Development, content management and maintenance of 5 different websites. Annual budgets exceeded $1.5 million in peak years. Reported to a National Board of 12, including representatives of the CTC and provincial

governments, provincial industry representatives and national stakeholders such as Air Canada, Fairmont Hotels and Resorts and Delta Hotels.

Vice President, TourismAngus Reid GroupNovember 1995 to December 1996

As Vice President for one of Canada’s largest market research and public opinion polling firms, responsibilities included the provision of market research and planning advice and consultation to a range of clients, primarily in the tourism sector.

Major syndicated study of the Mexican Travel Market for clients such as the CTC, Disneyland and California Tourism.

Smaller projects for clients such as the Whistler Resort Association on Japanese skiers.

Sessional InstructorSchool of BusinessUniversity of VictoriaSeptember 1993 to December 1993

Responsible for development of course material and instruction of approximately 40 students for Commerce 350, Business Research. Course material included qualitative and quantitative research techniques and introductory statistics in a business setting.

2

Jim Lee Resume

Director, Market Planning and ResearchTourism British Columbia Province of B.C.August 1986 to November 1995

As a senior manager of the Ministry, responsibilities included the development of the Annual and Strategic Plans for the Marketing Division of the Ministry; consultation and provision of marketing assistance to industry sector groups such as golf, ski, spas, guest ranches and fishing resorts.

Provision of advice and assistance to Tourism BC Marketing managers in the implementation of marketing campaigns including managing market research projects such as tracking studies and conducting evaluation studies of marketing programs and campaigns.

Development of sector research on diverse tourism sectors and development and management of sector marketing programs.

Development and management of the overall research plan of the Ministry with responsibility for development of market forecasts and econometric models of the tourism industry and preparation of provincial economic impact analysis, including that for Expo 86.

Development of the first provincial tourism satellite account. Management of a provincial visitor study – Visitor 87. Development of policy and assistance to the Minister, including briefing of the Minister

on key issues and representing the Ministry at inter-governmental meetings. Secretariat and manager of BC participation in the Canada BC Tourism Agreement

(CBCTA) as well as earlier federal/provincial agreements (ERDA).

Sessional InstructorDepartment of Geography University of VictoriaSeptember 1990 – April 1991

Responsible for development of course materials, instruction and evaluation of 40 students in Geography 345 Geography of Tourism and Geography 451, Tourism Marketing

Sport and Recreation Participation ManagerRecreation and Sport Branch Province of British ColumbiaJune 1985 - August 1986.

Responsible for the design, development and marketing of a new government program designed to increase the health and fitness of 50,000 British Columbians by stimulating increased participation in physical activity.

Manage existing government programs. through contracts exceeding $200,000 which involved 70,000 British Columbians

Supervise the work of a wide range of creative, design, research and marketing consultants.

3

Jim Lee Resume

Manager, Recreation PlanningRecreation and Sport Branch Province of British ColumbiaAugust 1982 - June 1985.

Responsible for management of Branch economic development and planning programs. Provision of consultation and liaison with sport event organizing committees including

the development of sport organisation strategic plans. Liaison with tourism and recreation groups and the development of linkages between

the public and private sectors within the leisure and tourism areas. Represent the recreation sector in TIDSA, a joint federal provincial funding program.

Development of internal strategic planning processes, budgeting systems, and program accountability models.

Management of a Regional and Community planning program to provide consulting and grants to communities and Regional Districts.

As part of earlier responsibilities, was Community Recreation Consultant for the Recreation and Sport Branch for Southern Vancouver Island providing advice and assistance to community groups on developing programs and accessing government grants and services.

SAMPLE PRESENTATIONS

Life after Expo. Travel and Tourism Research Association Conference, Seattle Washington, June,1987

The Impact of Expo '86. Travel and Tourism Research Association Conference, Quebec. November, 1987.

Evaluating Consumer Inquiries. Tourism Research: Meeting New Expectations. Travel and Tourism Research Association, Canada Chapter. 1989.

Annual Tourism Reviews and Forecasts. Tourism Outlook Conferences. Conference Board of Canada. Vancouver, British Columbia. November, 1988, 1989, 1991 and 1992.

Meeting the Challenge. Tourism Research: Meeting the Needs of Industry. Travel and Tourism Research Association, Canada Chapter. 1990.

Using Economic Impact Models to Build Credibility. Twenty-Second Annual Conference. Travel and Tourism Research Association. Long Beach, California. June, 1991.

Tourism Industry Outlook. Association of Professional Economists Annual Conference. Vancouver, B.C., November 1991

Tourism Satellite Account. Twenty-third Annual Conference. Travel and Tourism Research Association. Minneapolis, Minnesota. June 1992.

Environment and Image Construction. Twenty-fourth Annual Conference. Travel and Tourism Research Association. Whistler, B.C. June 1993.

Creating an Industry Government Partnership in BC, 'Travel and Tourism Research Association Annual Conference, Niagara-on-the-Lake. November, 1994

The Mexican Pleasure Travel Market, California Governor's Tourism Conference. February 1997, Sacramento. California

“A Cultural Tourism Strategy for BC” Presentation to the BC Arts and Culture Conference. 2000

“State of the Industry” Canadian Ski Council Annual Conference, April 2001

4

Jim Lee Resume

“The Canadian Golf Industry” International Golf Travel Market, Cancun Mexico, December, 2007 “Targeting Visible Minorities, Marketing Recommendations” CSC Annual Conference Sun

Peaks, 2008 “Helmets Mandatory or Mandatory Helmets” National Ski Industry Conference,

Whistler, 2009 “Ethnic Participation in Skiing and Boarding” Eastern Canadian Ski Areas Associations

Conference Gatineau 2008 “Building Ethnic Participation” CWSAA Conference Kelowna, 2008 “The Implications of the Aging Ski Market”, National Ski Industry Conference, 2008 “Markets, Economics and Issues”, CWSAA Conference Kelowna, 2012 “State of the Industry”, Allied Golf Association Conferences, 2012 and 2013

SAMPLE REPORTS AND PUBLICATIONS

Provincial Growth Management Strategy for Tourism BC. 2000 Development of a Strategic Marketing Plan for the Tourism Alliance of Western and

Northern Canada. 1997 Psychographic Market Segmentation of the Ski and Snowboard Market for the Canadian

Ski Council, 2000 Preparation of a community Tourism Development Plan for the West Shore for West

Shore Economic Development. 2007 Preparation of a community Tourism Development Plan for the Saanich Peninsula

Chamber of Commerce. 2007 Completion of a Sports Tourism Facility Analysis for the West Shore. 2007 Towards a Cultural Tourism Strategy for BC for the BC Ministry of Small Business,

Tourism and Culture. (with Dr. Peter Williams) 2003 Preparation of a Marketing Plan to promote the legacy of Emily Carr as a cultural

tourism product for the Greater Victoria area for the Ministry of Small Business, Tourism and Culture. 2006

Preparation of a CTC Product Club Proposal on Culinary Tourism in BC for the CTC on behalf of the BC Roundtable on Cuisine and Tourism. 2001

Preparation of the annual 2006 Facts and Stats to 2011 Facts and Stats publications for the Canadian Ski Council

Completion of the Market Assessment for Cayoosh Resort – a proposed new ski resort north of Whistler as part of its Provincial Ski Policy submission for Al Raine. 1998

Preparation of a report on Helmet Usage in Canada and development of policy positions for the CSC. 2010

Development of a National Golf Industry Development Strategy for the CTC and Canadian Golf Tourism Alliance focussing on product development issues. 1997

Development of a Golf Industry Development Plan for the PEI golf industry. 2003 Preparation of a report on the Ethnic Population of Skiers and Boarders, including

demographic profiles using PMB data for the Canadian Ski Council. 2008 Preparation of a Situation Analysis and Marketing Plan for the BC Golf Industry as part of

the Experiences BC program for Tourism BC, 2008 Development of a Business Plan for a Graduate Certificate in Club Management as part

of the MBA program at Royal Roads University. 2011

5

Jim Lee Resume

Preparation of a Canadian Golf Market Profile for British Columbia Golf. 2013 BC Golf Market for British Columbia Golf, 2014

PROFESSIONAL AND COMMUNITY ACTIVITIES

Member, Tourism Research Committee (1986 to 1993). Committee made up of senior tourism research officials from all provincial and national tourism organisations.

Chair, Canadian Chapter Travel and Tourism Research Association and Board member (1989 to 1996)

Province of British Columbia Tourism Representative, Pacific North West Economic Region Graduate Student Mentor, School of Business, University of Victoria (1995 – 1998) Chair and Board Member, Sporthost Victoria. (2003 – 2007) Board Member, Tourism West Shore (2007 – 2008)

6