THE TOWN OF WASAGA BEACH3-5 YEAR TOURISM DESTINATION

DEVELOPMENT ACTION PLANINDUSTRY/PUBLIC LAUNCH SESSION

MAY 28, 2018

THERE’S NEVER BEEN A BETTER TIME TO BE IN THE TOURISM INDUSTRY

• 2017 INTERNATIONAL TOURIST

ARRIVALS GREW BY 7% TO REACH

1,322 BILLION

• EXPECTED TO CONTINUE

• +4-5% IN 2018

UNWTO WORLD TOURISM BAROMETER

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THE AMERICANS HAVE RETURNED

• 14.33 MILLION VISITORS

(+3.1% - 2016)

• BEST PERFORMANCE SINCE

2005

DESTINATION CANADA, MARCH 2018

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INTERNATIONAL MARKETS GREW

• ASIA-PACIFIC: 1.90 MILLION, +11.4%

• EUROPE - 1.76 MILLION, +0.7%

• LATIN AMERICA - 498,000, +39.3%

DC CORE MARKETS, MARCH 2018

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2017 ACCOMMODATION PERFORMANCE

• OCCUPANCY - 65.6%, +1.8 POINTS

• AVERAGE DAILY RATE - $155.10, +4.8%

• REVPAR - $101.69, +7.8%

DESTINATION CANADA, MARCH 2018

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ONTARIO - TOTAL INBOUND

2016F 2017F 2018F

2018F

% 2019F

2019F

%

Total Visits ('000) 149,377 152,482 154,666 1.4% 157,290 1.7%

Ontario Residents 126,969 128,790 130,840 1.6% 132,840 1.5%

Other Provinces 7,064 7,228 7,318 1.2% 7,403 1.2%

United States 12,835 13,812 13,774 -0.3% 14,235 3.3%

Overseas 2,509 2,651 2,733 3.1% 2,813 2.9%

Total $ (million) 26,651 29,295 30,678 4.7% 31,798 3.7%

Ontario Residents 14,225 15,743 16,108 2.3% 16,267 1.0%

Other Provinces 2,384 2,518 2,705 7.4% 2,851 5.4%

United States 4,246 4,670 4,982 6.7% 5,219 4.8%

Overseas 5,796 6,364 6,883 8.2% 7,460 8.4%7

OMTCS, Statistics Canada. F = Forecast

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WHAT IS TOURISM

• TOURISM IS “THE ACTIVITIES OF PERSONS

TRAVELLING TO AND STAYING IN PLACES

OUTSIDE THEIR USUAL ENVIRONMENT FOR NOT

MORE THAN ONE CONSECUTIVE YEAR FOR

LEISURE, BUSINESS AND OTHER PURPOSES”

(WORLD TOURISM ORGANIZATION, UNITED NATIONS STATISTICAL COMMISSION)

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WHAT IS TOURISM TO BRAIN TRUST

• TOURISM IS THE ACTIVITIES OF

PERSONS TRAVELLING TO, AND

IDEALLY STAYING IN* PLACES OUTSIDE

THEIR USUAL ENVIRONMENT, MORE

THEN 80 KM FROM HOME, FOR

LEISURE AND SPORT PURPOSES OR TO

ATTEND A CONVENTION,

CONFERENCE, TRADE SHOW

*PAID COMMERCIAL ACCOMMODATIONS

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REMINDER: THE END GAME

•GROW TOURISM VISITATION AND REVENUES

•DRIVE TOURISM BUSINESS TO PRIVATE AND PUBLIC

SECTOR BUSINESSES AND ORGANIZATIONS

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TOURISM DESTINATION MANAGEMENT

A CONTINUOUS PROCESS OF

UNDERSTANDING, COORDINATING,

INVESTING, DEVELOPING AND MARKETING

THE TOURISM POTENTIAL OF A DESTINATION

IN WAYS THAT PROVIDES VALUE TO VISITORS,

COMMUNITIES AND BUSINESSES12

PLANNING CONTEXT

CUSTOMER CENTRIC - FOCUS ON THE VISITOR JOURNEY

“SEEING THE SIGHTS IS NO LONGER ENOUGH. TRAVELLERS

WANT TO VENTURE BEYOND THE BEATEN PATH AND DIVE

DEEPER INTO AUTHENTIC LOCAL CULTURE, CONNECTING WITH

PEOPLE AND PLACES IN DEEP AND MEANINGFUL WAYS”

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MAKE SHIFT HAPPEN: A NEW WAY OF THINKING IS REQUIRED

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FROM

PRESENTING:

A LIST OF

THINGS TO

SEE AND DO

TO

PROVIDING:

A JOURNEY OF VISITOR

EXPERIENCES

REVEALED OVER TIME

THAT ENGAGE, EXCITE,

ARE RELEVANT AND

MEMORABLE

Dr. Nancy Arsenault (TC) and Richard Innes (BT)

SHIFT

Identify:

Themes

Stories

Narrative

=

Unique

Differentiators

Understand Your

Tourism Assets:

Infrastructure

Activities

People/Programs

Know Your

Ideal Guests:

Desired Benefits

Attitudes

Values

Motivations

Demographics

Geographic

DemandSupply

Potential

A SHIFT IS REQUIRED:EXPERIENCES VS. PRODUCTS (ASSETS)

ROE

ROI

TOURISM ASSET ASSESSMENT

INFRASTRUCTURE / PLACE

BASED ASSETS

ACTIVITY / SERVICE BASED

ASSETS

PEOPLE / PROGRAM BASED

ASSETS

TYPICAL BUSINESSES

Hotels, historic sites, parks,

attractions, theatres, restaurants,

transportation, sports facilities &

tour operators.

Fishing outfitters/charters,

artisans, horse-drawn sleigh

rides.

Guiding companies, storytellers,

musicians, festivals/events and

small tour operators.

CHARACTERISTICS High fixed costs, need visitor

volume &/or base funding.

Fixed cost related to activity,

need steady volume but often

smaller groups.

No to low fixed costs, typically low

volume, highly specialized. Use

other’s infrastructure. Less volume

and charge higher prices.

WASAGA BEACH

ASSETS

There are more than XXXX

infrastructure assets:

• roofed accommodations

• camping/RV park

• restaurants

• agri-culinary assets

• natural assets

• culture/heritage assets

• golf courses

There is a total of XXXX outdoor

activity-based assets including:

• angling operator

• paddling

• surfing

There is a total of XXXX program /

people assets. This includes XX

festivals/events, X self-guided tours

People providing experiences

include:

o guided tours

o culinary experiences

o storytellers

o musician (reported)

ONTARIO SEGMENTATION STUDY –IDEAL GUESTS

• 12 UNIQUE SEGMENTS

WERE IDENTIFIED

IDEAL GUESTSTO BE CONFIRMED

RTO7’S ENVIRONICS ANALYTICS

• UP AND COMING EXPLORERS

• NATURE LOVERS

• FAMILY MEMORY BUILDERS

• CONNECTED EXPLORERS

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DEMAND VS. SUPPLY THINKING

EXAMINE WASAGA BEACH THROUGH THE VISITOR’S LENS

WHAT BENEFITS ARE OUR IDEAL GUESTS SEEKING?

HOW DO WE DELIVER UNFORGETTABLE EXPERIENCES?

WHAT CAN WE OFFER THAT IS UNIQUELY OURS?

HOW DO WE LAYER ON ENGAGEMENT/EMOTION (ROE)?

HOW DO WE DELIVER REVENUE TO OPERATORS (ROI)?

THE VISION“THIS IS GOING TO BE PARADIGM SHIFT FOR

WASAGA BEACH” MAYOR SMITH*

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*Simcoe.com, Jan. 4, 2018

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PROJECT APPROACH• LITERATURE/DOCUMENT REVIEW

• REPORTS, PLANS, STUDIES

• INDUSTRY CONSULTATIONS - CONVERSATIONS WITH:

• TOURISM STAKEHOLDERS AND PUBLIC

• ELECTED OFFICIALS, TOWN STAFF

• DEVELOPER

• ASSOCIATIONS, BOARDS, TEAC

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WHAT DO YOU THINK?

1. COMPLETE THIS SENTENCE:

• FROM A TOURISM PERSPECTIVE IN FIVE YEARS WASAGA

BEACH WILL BE…

2. WHAT ARE THREE THINGS THAT THE TOURISM INDUSTRY

NEEDS TO DO TO GROW TOURISM IN WASAGA BEACH??

3. WHAT TYPES OF VISITORS WOULD YOU LIKE TO SEE IN

WASAGA BEACH?

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PROJECT APPROACH

•UNDERSTAND THE DESTINATION

• CURRENT PERFORMANCE

• ROLES AND RESPONSIBILITIES – WHO DOES WHAT

• TOURISM ASSET ASSESSMENT

• EVENTS CLASSIFICATION

• DEFINE THE IDEAL GUEST(S)

• IDENTIFY THEMES, NARRATIVES

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PROJECT APPROACH

• STAKEHOLDER VISION SESSIONS

• VISION SESSIONS – INFORM, INPUT , VALIDATION

• DRAFT DESTINATION MANAGEMENT PLAN

• WORKING GROUP VALIDATION

• FINAL DESTINATION MANAGEMENT PLAN

• PRESENT DESTINATION MANAGEMENT PLAN TO INDUSTRY/COUNCIL

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MAKE SHIFT HAPPEN

• INDUSTRY DRIVEN - DEFINE ROLES AND RESPONSIBILITIES

• ENABLERS – MUNICIPALITY AND OTHER ORGANIZATIONS

• PUBLIC AND PRIVATE SECTOR OWNER OPERATORS

• IDENTIFY QUICK WINS

• GROW VISITATION/REVENUE ONE MONTH AT A TIME

• SET IN MOTION LONG-TERM STRATEGIES

• DIVERSIFY THE OFF-SEASON OFFERINGS WITH UNIQUE EXPERIENCES 28

MAKE SHIFT HAPPEN

• IDENTIFY, DEVELOP, MARKET UNIQUE DIFFERENTIATORS

• FUTURE WASAGA BEACH NARRATIVE

• GROWS VISITATION/REVENUE WHEN YOU NEED IT

• SETS UP FUTURE POSITIONING/BRANDING

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TIMING• CLIENT BRIEFING, PROJECT LAUNCH APRIL

• UNDERSTAND THE DESTINATION APRIL/MAY

• INDUSTRY/PUBLIC LAUNCH MAY 28

• INDUSTRY SESSION - FINDINGS/OBSERVATIONS JUNE 14

• DOCUMENTS POSTED FOR PUBLIC COMMENT

• INDUSTRY SESSION - RECOMMENDATIONS JULY 24

• DOCUMENTS POSTED FOR PUBLIC COMMENT

• FINAL TDMP JULY 31

• PRESENTATION TO COUNCIL AUGUST

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“A MEETING OF MINDS”

www.braintrustmarketing.ca

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