Project listing

8805 Faber Rd MRPA Consulting Port Alberni, BC; V9Y 9B8 Tel: 250723-9444, Email: [email protected]

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MRPA Consulting.... is a marketing research, analysis and planning and management company specializing in the

tourism and recreation industries. MRPA was started in 1996 to provide clients with: • primary (qualitative and quantitative) and secondary market research, • program development, • marketing plans, • implementation and management of marketing programs • advertising, campaign and program evaluation • government liaison

was developed to provide clients with personal service, a strategic approach to their business needs and a high return on their investment in research and planning.

is based on the over 25 years of management experience in the tourism and recreation field and in both the public and private sectors of Jim Lee

• Past President of the Travel and Tourism Research Association (Canada) • Over 20 presentations at national and international conferences • Past University lecturer in tourism, marketing and business research • 10 years with Tourism BC as Director of Market Planning and Research • 5 years with BC Recreation and Sport Branch

Over the past 18 years, MRPA Consulting

has undertaken a range of projects in different fields for public and private sector clients, and from communities to national organisations..

General Tourism

• Product Repositioning Study for Stay’n’Save Inns • Product Packaging Report for High Country Tourism Association • Provincial Growth Management Strategy for Tourism BC • Development of a Strategic Marketing Plan for the Tourism Alliance of Western and Northern

Canada • Study of the employment and economic impacts of the development of Cayoosh Resort on the

Community of Lilloet (with Glen Bridges and Associates) • Development of marketing plans for the Western Canada Guest Ranch Association and the

Western Canada Health Spa Alliance for the Tourism Alliance of Western and Northern Canada • Review of provincial government policies, legislation and programs and their impact on the tourism

industry for Tourism BC use in their Government-wide Core Review (2002) Community Tourism

• Preparation of a report on the image and market awareness for the town of Vernon (with Tourism Trends)

• Preparation of a community tourism development plan for the West Shore. • Preparation of a community tourism development plan for the Saanich Peninsula • Completion of a Business Plan for a West Shore Community Information Centre • Preparation of a marketing plan to support the implementation of the 2% Hotel Tax in the West

Shore • Completion of a Business Plan for the Saanich Peninsula Chamber of Commerce Visitor

Information Centre and completion of grant applications for construction of a new Centre. • Completion of a sports tourism facility analysis for the West Shore • Preparation of the material and information to support the implementation of a 2% Hotel Tax in the

Saanich Peninsula.


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• Preparation of a plan and support materials to obtain funding from the UBCM Community Tourism Program for West Shore Economic Development.

Cultural Tourism

• “Towards a Cultural Tourism Strategy for BC” for the BC Ministry of Small Business, Tourism and Culture. (with Dr. Peter Williams)

• Preparation of short term Business Plan for the BC Roundtable on Cuisine and Tourism • 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 • 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.

Aboriginal Tourism • Completion of an Aboriginal Tourism Product Club proposal for Tourism BC • Completion of a short term Marketing Strategy for AtBC • Development of a Market Assessment for an Aborignal owned marine tourism business

Skiing • Development of the CTC product club proposal for the Ski Industry Product Club for the Canadian

Ski Council • Market demand, awareness and positioning studies for Sun Peaks Resort. • Ski secondary research project for the Tourism Alliance of Western and Northern Canada • Ski and Snowboard Market Segmentation Study for the Ski Industry Product Club • Ski and Snowboard Market Profiles of the Canadian market for the Canadian Ski Council • Development of a Marketing Plan and Campaign Evaluation Report for Ski Okanagan • Development of a Canadian Ski Industry Development and Marketing Strategy for the CSC • Development of a Marketing Plan for the Canadian Ski Instructors Alliance • Advertising Awareness and Tracking Study for Sun Peaks, Silver Star and Big White Resorts • Preparation of a report on Packaging in the Ski Industry for the CSC • Business Case for a new Toronto Ski Show, 1999 • 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. • Preparation of a Canadian Ski Travel Industry Marketing Strategy for the CSC and the Canadian

Ski Area Operators Association • Completion of reports on the 1998 National Ski and Boarder market and the BC, Alberta, Ontarion

and Quebec Regional markets • Psychographic Market Segmentation of the Ski and Snowboard Market for the Canadian Ski

Council, 2000 • Completion of a State of the Industry report and facilitation of a national workshop identifying

trends and issues impacting the ski industry for the Canadian Ski Council, 2001. • Development of a policy paper for the Canadian Ski Council on the Child Fitness Tax Credit. 2005 • Preparation of the annual 2006 Facts and Stats to 2009 Facts and Stats publications for the

Canadian Ski Council • Completion of a report on the current market of ethnic skiers and boarders for the Canadian Ski

Council 2007 • Preparation of a report on the Ethnic Population of Skiers and Boarders, including demographic

profiles using PMB data for the Canadian Ski Council. 2008 • Development of a profile of the Ethnic Market for Skiing and Boarding in the GTA for the Canadian

Ski Council. 2008 • Preparation of a report on Ski Safety for the CSC. 2009


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• Analysis of helmet standards, risk factors and policy development for the CSC. 2009 • Preparation of a report on Helmet Usage in Canada and development of policy positions for the

CSC. 2010 • Development of an ongoing monthly survey process and preparation of reports on subject areas

for the CSC. Ongoing • Preparation of a report on the Economic Profile of the Canadian Ski Industry for the CSC. In

Progress.

Market Evaluation, Campaign Assessments and Client Satisfaction Reports • US Marketing Campaign Analysis for the Canadian Tourism Commission (with Angus Reid) • Market Profile Model for Tourism Victoria • Evaluation of the 1995 and 1996/97 Marketing Campaigns for Canada West Ski Areas

Association • US Advertising Campaign evaluation for BBDO and Tourism Yukon • Preparation of a report on the participation and the satisfaction of Canadian ski areas with

industry and government co-operative marketing programs • Campaign Conversion Study for High Country Tourism Association

Marketing Implementation and Management • Development of the Marketing Plans and management of the international marketing programs

(1997 to 2001) for the Canada West Ski Consortium • Executive Director of the Canada Golf Tourism Alliance (1997 to 2006) including development and

management of a national golf marketing program in the US. • Management of the US marketing campaigns (1998 and 1999) for the BC Heliski Operators

Association • Executive Director of the BC Golf Marketing Alliance (2008 to 2012) • Development and implementation of marketing and business development strategies for British

Columbia Golf. Spas

• Management of the 1999 - 2002 marketing campaigns for Spa Canada utilising a marketing partnership with Tourism BC and the Canadian Tourism Commission in both Canada and the US

• Management of the 2004 Direct Mail program for the Leading Spas of Canada. Golf

• Development of a Golf Industry Product Club proposal for the Tourism Alliance of Western and Northern Canada, 1996

• Initial development of the Canadian Golf Tourism Alliance, a marketing and product development consortium of 70 of the premiere golf courses in the country with a budget of over $1,500,000

• Design, development and analysis of a national golf course survey to develop golfer satisfaction levels, golfer profiles and travel informaton and psychographic segmentation.

• Development of a National Golf Industry Development Strategy for Canadian Golf Tourism Alliance focussing on product development issues

• Development of National Marketing Plans for the Canadian Golf Tourism Alliance, as well as annual provinicial marketing plans 1999 to present.

• As Executive Director on a contract basis, management of the 1999 - 2007 Marketing Programs for the CGTA with annual budgets up to $1.5 million, including the development of a national website, e-commerce program and market research program. Reporting to a national board of 10 government and industry members.

• Development of a Marketing Plan for Golf PEI.


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• Development of a Golf Industry Development Plan for the PEI golf industry. • Development of a Golf Industry Development and Marketing Plan for Tourism BC. 2008 • Creation and development of the BC Golf Marketing Alliance, an industry/government alliance to

market BC as a golf destination. Reporting to a 10 member Advisory Committee. Ongoing. • Development of the Golf Marketing Alliance, a partnership between the US western state golf

assocations and British Columbia Golf. • Project assistance to British Columbia Golf, including member communications, development of

member benefit programs and partnership development. • Development of marketing strategy for British Columbia Golf • Currently part time contact for British Columbia Golf as Director of Business Development,

responsible for generating revenue and developing member benefits. • Presentations to the BC golf industry State of the Industry Symposium (2012 and 2013)

Website Design and Development

• Design and development of www.golfpei.ca/premier for Golf PEI • Redevelopment of www.canadagolf.com for the Canadian Golf Tourism Alliance (CGTA) • Design and development of www.golfinginOntario and www.OntarioGolfHolidays.com for Ontario

Tourism and the CGTA • Design and development of www.island-golf.ca for the CGTA • Design and development of www.GolfingInAlberta.com for Travel Alberta and the CGTA • Design and development of www.golfmiles.ca for the CGTA • Design and development of www.fallgolf.ca for Ontario Tourism • Design and content for www.golfinbritishcolumbia.com for the BCGMA and ongoing updating. • Navigation for new website – www.golfbritishcolumbia.org • Editor of newsletter sent bi-weekly to 36,000 Golf BC members

Print Advertising Design and Media Placement

• Canada Golf print advertising and media placement • Ontario Golf Holidays 12 and 16 page inserts and direct mail brochures in 2003 and 2004 with an

average print run of 300,000 copies • British Columbia Golf 8 page brochure in 2005 • Travel Alberta print advertising in 2003 and 2004 • Muskoka Golf Trail print advertising • Niagara Golf Trail print advertising

Electronic Media • Development of an 80 mg. mini-cd for Travel Alberta and the CGTA • Development of a mini-cd for Ontario Tourism as part of a direct mail program to the US golf

market. • Development of a downloadable image gallery holding over 1,000 images and over 7 gigabytes of

data for the CGTA • Design of a 30 second television spot for use on the Golf Channel in Dallas, Houston and Phoenix

for Travel Alberta, including media buy • Media buy for 30 second television spots for Golf PEI in the regional cable markets • Media buy for 30 second television spots for Ontario Tourism in the regional cable markets • Project management and media buy for 30 second television spots for Tourism BC

Program Development

• Facilitated two industry workshops for Royal Roads University to explore the potential to develop a Club Management Program.

• Completion of an industry survey on education requirements and level of interest among golf, ski and recreation sector professionals.


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• Development of a Business Plan for a Graduate Certificate in Club Management as part of the MBA program at Royal Roads University.

Other Projects

• Project assistance to the Ministry of Children and Families for the preparation of studies on Child Care Needs and program delivery options.

• Project management of the BC Parent Needs Survey for the Ministry of Womens Equality • Development of Millenium Tourism Program Proposals for the Prime Minister’s Office (with John

Gow Consultants) • Completion of an Assessment of the Vancouver OSA project for Ministry of Children and Families

(1997 and 1998)

Documents

Project listing