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SET K MKTG 1102
Anne Marie
Webb-Hughes
[TOURISM HARRISON] Simon Jagla, Jespeter Liao, Molly Liu, Mandeep Sandhu, Marvin Wong
Table of Contents
Synopsis ...................................................................................................................................... 1
Key Findings .................................................................................................................................................................. 1
Key Assumptions ........................................................................................................................................................... 1
Problem ...................................................................................................................................... 2
Target Market ............................................................................................................................. 2
Geographic Segmentation ............................................................................................................................................ 2
Demographic Segmentation ......................................................................................................................................... 2
Psychological Segmentation ......................................................................................................................................... 2
Behavioral Segmentation .............................................................................................................................................. 2
SWOT .......................................................................................................................................... 3
Strengths ....................................................................................................................................................................... 3
Weaknesses .................................................................................................................................................................. 3
Opportunities ................................................................................................................................................................ 3
Threats .......................................................................................................................................................................... 3
Competitive Analysis .................................................................................................................. 4
Whistler ........................................................................................................................................................................ 4
Strengths .................................................................................................................................................................. 4
Weaknesses .............................................................................................................................................................. 4
Opportunities ........................................................................................................................................................... 4
Threats ...................................................................................................................................................................... 4
Leavenworth ................................................................................................................................................................. 4
Strengths .................................................................................................................................................................. 4
Weaknesses .............................................................................................................................................................. 4
Opportunities ........................................................................................................................................................... 5
Threats ...................................................................................................................................................................... 5
Alternatives ................................................................................................................................ 5
Alternative 1: Fun with Friends or Family ..................................................................................................................... 5
Alternative 2: Outdoor Watersports ............................................................................................................................. 5
Alternative 3: Shared Experiences- Business Associations and School Institutions ..................................................... 6
Solution- The IMC Program ........................................................................................................ 6
Target Audience ............................................................................................................................................................ 7
Promotion Objectives ................................................................................................................................................... 7
Budget ........................................................................................................................................................................... 7
The Message ................................................................................................................................................................. 7
Media- Plan & Schedule................................................................................................................................................ 8
Implementation ............................................................................................................................................................ 8
Product ..................................................................................................................................................................... 8
Price .......................................................................................................................................................................... 9
Place ......................................................................................................................................................................... 9
Promotion ................................................................................................................................................................. 9
Evaluation ..................................................................................................................................................................... 9
Appendix .................................................................................................................................. 10
Appendix A .................................................................................................................................................................. 10
Alternative 1: Fun with Friends or Family .............................................................................................................. 10
Alternative 2: Outdoor Watersports....................................................................................................................... 10
Alternative 3: Shared Experiences- Business Associations and School Institutions ............................................... 10
Appendix B .................................................................................................................................................................. 11
Appendix C .................................................................................................................................................................. 12
Appendix D ................................................................................................................................................................. 14
Stations ................................................................................................................................................................... 14
Credit ...................................................................................................................................................................... 14
Debit ....................................................................................................................................................................... 15
Appendix E .................................................................................................................................................................. 16
Appendix F .................................................................................................................................................................. 18
References ................................................................................................................................ 19
1
Synopsis
Harrison Hot Springs is a small community located 2 hours from the Fraser Valley. The hot springs were first
discovered by the Native Indians who used the hot springs to relieve sickness. In the earlier days, it was a big
tourist destination because of the “healing power of the hot spring, the beauty of the area and the fishing.”
In the 30’s, Harrison was said to be as busy as whistler was in the 90’s. The main draw for visitors is the
health and wellness aspect that the natural mineral hot springs provide. Lately, the tourism has slowed down
a lot during the summer even though they offer many water and land activities.
In the early days, people came for romantic getaways, dance, spas, and to enjoy the surroundings. They have
four main priories: protecting the environment, ensuring economic viability, enriching community life, and
enhancing the visitor experience.1
Key Findings
No record for maximum capacity for lodging- no public record of hotel capacities, etc.
Previous visitors have been individually commuting to Harrison (families and water sport enthusiasts)
Lower foot-traffic during winter- no winter promotions are done
Design of the IMC program must also be considerate to local suburbs and living communities that
would prefer to maintain their current state of living (no loud music, parties until early mornings, raves,
etc.)
Key Assumptions
All of the points below must be addressed before the IMC Program starts:
1. An updated sponsorship package will be offered to prospective consumers following the guideline
given in the solution
2. Local business have signed with Tourism Harrison in partnership to help with general promotion to
improve everyone’s wellness
3. Access to a local graphic designer for any long-term social media projects for Tourism Harrison
4. Generation-Y and Tweens are one of the key decision-makers in the family: their passive-aggressive
behavior when dissatisfied are generally one of the biggest swaying factor to any parent’s decision2
5. There will be a continued IMC Program focused for fall-winter or winter-spring with one objective
focused on Health- the Wellness Spa Promotion
1 (Village of Harrison Hot Springs, 2010)
2 (Fletcher, 2003)
2
Problem
What IMC program can increase brand awareness by 500% by the end of the 2013 peak season with the
current budget of $100,000?
Target Market
Geographic Segmentation We would focus on our urban, local region which is Greater Vancouver. The population of Greater Vancouver
is around 2,000,000. There are usually dry summers from July-August and rain throughout October and
March. During rain seasons tourism tends to fall drastically, so we need to focus on these rainy seasons.3
Demographic Segmentation We would target families ranging from any age with a family size that is 1-2+ people. There are currently
970,585 married couples in Greater Vancouver and 586,885 are single. Married couples make up 63% of
people in Greater Vancouver. The focus of families is to attract families into Harrison with activities and
events that will work for any ages.4
Psychological Segmentation We would like to target families who are social, adventurous, and curious about new things. Target families
should contain one or more of these characteristics:
The Avid Adventurer- A person who seeks out less traveled roads, enjoys eating strange foods and
traveling at full capacity.
The Travel Snobs- A person who enjoys historic sites, museums and "must see" places.
The Typical Tourist- A person who enjoys great value for their vacation money. They will like exciting
memories and are the easy-going. They love to buy anything of interest!
The Repeaters- A person who enjoys visiting the same place year after year. They prefer places that are
not too far from home and they love traveling in groups.5
Behavioral Segmentation We would target families who have never came to Harrison before or families who are coming back and are
looking for something new when they come back. We will focus on people who are looking for a low-cost
vacation that is close by home and offers lots of activities and attractions. Families with relatives from other
countries coming to Canada for a visit would also be a choice of focus.
3 (Greater Vancouver)
4 (Statistics Canada, 2012)
5 (Black, 2011)
3
SWOT678
Strengths
Noteworthy tourism- rich history, natural resources, festivals and events, outdoor activities
Accessibility by car, plane, and boat - 90 minute drive from Vancouver, has a float plane dock
facility, and accessible by boat from Vancouver via the Fraser and Harrison Rivers
Designated resort municipality by the provincial government - 2% Additional Hotel Room Tax
was implemented, so to be included to the provincial program for resort communities.
Key investments in improving municipal infrastructure and services
Recognizable sustainability initiatives – ICSP, Carbon Neutral, and Blue Flag program
Major business from local BC tourists – less affected by global recessions
Mild year-round climate
Number of annual events: Harrison Festival of the Arts, Sand Sculpture Competition, etc.
Weaknesses
Seasonal destination with visitation heavily concentrated in the summer months
The hot spring experience is a little disappointing- not able to attract longer vacations
Increasing land and real estate costs
Aging population– lack of employment opportunities due to seasonal tourism business
Lack of focus in promotion plan
Opportunities Harrison is becoming more suburban- newer developments are owned as second properties by
city folk and pre-retirees
Emerging trends in Asian travelers – Indians and Chinese with higher disposable incomes
Focus on Aboriginal tourism and eco tourism
Attention and funding from the BC government: funds can be used for buildings and amenities
Agricultural tourism and local food movement – higher community involvement
Threats Lack of tourism diversified products
Slow recovery of economy (particularly US)
Increasing HST and additional AHRT may increase room rental rates
Weak political climate may hinder pace of implementation of infrastructure projects 6 (Village of Harrison Hot Springs, 2005)
7 (Harrison Agassiz Chamber of Commerce, 2008)
8 (Province of British Columbia)
4
Competitive Analysis
Whistler Strengths
Whistler has a well-developed image as a winter resort amongst locals of BC. With both winter and summer
activities, they have loyal clientele of enthusiasts all season long. This encouraged 7,000 members,
commercial tenants, and affiliates who own, manage or conduct business on Whistler. 9
Weaknesses
Generating more revenue during the winter season, Whistler has developed an inability to keep tourist flow
after the 2010 Olympics; vacation hotel rentals dropped over 10% during the entire next year of 2011 (room
bookings in Whistler Village dropped 2% in 2010) 8
Opportunities
Whistler has a steadily growing population (9,094 in 2000 to 10,531 in 2010) where local population (over
10,000) supports both winter and summer sports and activities. There are large amounts of unused park and
wilderness space able to be converted into residential areas or public parks. 10
Threats
Tourists are attracted to more desirable summer getaways. There are many other summer resorts in and
Nearby British Columbia, such as Osoyoos and Cults Lake. Other choices of popular beach-type get-away
vacations such as Hawaii pose as a considerable competition (around 677,000 international tourists in June
2012).11
Leavenworth Strengths
Leavenworth effectively embraces the cultural aspects of German Bavarians.12 Breathtaking mountainous
landscape open to tourists all year round holds the backdrop of German festivals, theater, spas, museums
and breweries, focused at over 47 Tourism locations including lodging, restaurants/bars and wineries.13
Weaknesses
In 2010, there was a decline in local population of only 1965, 5.3% lower than in the year 2000. Tourists
generally find the town ‘inauthentic’ and many would rather not pay a second visit.14
9 (Tourism Whistler, 2011)
10 (Whistler2020 Team, 2011) (Resort Municipality of Whistler, 2011)
11 (State of Hawaii, 2012)
12 (Leavenworth, 2012)
13 Invalid source specified.
14 (Leavenworth)
5
Opportunities
Leavenworth’s location in Washington provides more potential tourists than if it was in BC (4.4 million in
British Columbia compared to 6.8 million in Washington) since many adventurous Americans are willing to
visit and enjoy the different culture and foods provided in Leavenworth.13,15 With its large, mountainous
landscape, there are opportunities to expand further into hiking, rock climbing, and other mountain related
summer sports.16
Threats
It has received many negative tourist reviews in reference to local services and cultural behavior.13 There are
more enjoyable places to travel such as hot locations during the summer; Leavenworth’s only peak season is
during the Oktoberfest.15
Alternatives
Alternative 1: Fun with Friends or Family
Our first alternative is a push strategy where consumers are initially drawn in by public relations efforts and
sales promotions of the integrated experience. The problem, we have discussed, is that tourists do not know
what to do at Harrison. We will be focusing on promoting the whole community, to maximize on the
children-friendly location. The post-Harrison experience will be later validated by local advertising and social
media. (See Appendix A)
Advantages Disadvantages
Low budget to maintain pulse schedule for
after-IMC advertisement
Big impact on potential long-term customers
Create an interconnected community of
businesses through an integrated experience
for a more collaborative effort for the next
IMC program
Discourage romantic couples and individuals
travelling alone that are looking for getaways
Continuously redesigning activities to keep
current customers interested
A large number of employees required to
maintain Harrison at optimum state
Alternative 2: Outdoor Watersports
Our second alternative is another push strategy where customers are drawn in by local public relations effort
(through sponsorship or partnership) of large sport-enthusiast companies and opening the Harrison’s Lake
location to sports competitions. Public image will be altered respectively to this change in interest. The
sudden rise in visitor’s demographic may attract the wrong types of businesses (nightclubs, etc).
15
(Leavenworth Chamber of Commerce, 2012)
16 (Leavenworth, 2012)
6
Advantages Disadvantages
Youthful hype created at Harrison every year-
a more contemporary public image
More moderate sales and visitors coming into
Harrison both during summer and winter
Lower budget required to create ambitious
events and utilize sponsored equipment
Sports rentals and equipment are idolized
while local art have discouraging sales
Dependence towards the sponsors; may start
taking over Harrison with own agenda
Too similar to Whistler Blackcomb’s
promotional strategy- just reversed
Alternative 3: Shared Experiences- Business Associations and School
Institutions
Our third alternative is a pull strategy focused at B2B customers to allow a continuous and steady flow of
visitors. We will focus on using what nature has to offer. The interests of neighboring communities will still be
respected and the pristine state of Harrison will not be overrun by sudden crowds of people. Sample
packages of locations and price will be offered together.
Advantages Disadvantages
Supply when needed- little change within
Harrison will be required
Very low budget to establish
Regular clients ask for service recall if done
correctly the first time
Little to no local businesses would flourish
Little control on advertisement- strongly
dependant on word-of-mouth
Strictly B2B customers- little to no demand
from consumers
Solution- The IMC Program
To maximize on Harrison’s business and capacity potential, we have decided to use the first alternative.
Since Harrison has a large domestic market (56%) from the Greater Vancouver, we will utilize on returning or
new visitors to spread word-of-mouth advertising. We will use our new public relation strategy through
online social media. Results are very promising in terms of bringing awareness to attain maximum
exposure.1718 (See Appendix B)
Here is the general equation extrapolated from our research: BA= Brand Awareness; R= Recent Visitors; i=
interactions exposed; 7 types of interactions available; w= weeks after update
𝐵𝐴 = 𝑅 +𝑖
7∗ 𝑤3
17
(Marketing Made Simple)
18 (Curtis & McCarthy, 2012)
7
Assuming recent visitors residing in BC (estimated at: 𝑅 = 150,000 ∗ 56% = 84,000) will connect with the
social media established in this IMC program (Recent Visitors), we can maximize interactions exposed by
event updates online, with the assumption that excited potential visitors are spreading the word at the rate
of 3 new potential visitors per week. (See Appendix C)
If IMC Program is implemented before general clientele has decided their activity for summer vacation
(around April/May), general awareness of Harrison will at least reach 200,000 people in 100 weeks.
Target Audience
As Harrison will be focused on families and safe fun, our target audience will be as follows:19
Audience Medium (ranking from most likely seen to least likely)
Children viral marketing, social media, outdoor/transit, internet, user-generated content
Parents outdoor/transit, internet, newspaper, social media, direct mail
Grandparents direct mail, television, newspaper, magazine, outdoor/transit
Promotion Objectives
Improve Harrison’s public image
Utilize Partnerships with local companies and associations
Create a schedule for pulse advertising
Budget Currently, all Tourism Harrison can afford is $100,000 in promotional efforts. We will strongly recommend
having at least one graphics designer to work with at least one local aboriginal artist for all promotional
designs (will be later referred as Team Harry). Local indigenous artwork is a cultural feature that has not been
locally utilized to its full potential.
The majority of the budget will be used on pulse advertisement during the peak season (June-August). Later
in the year, it will enforce during the winter seasons with corresponding holiday posters.
Sponsorship of events and activities can be provided, as long as Tourism Harrison meets the companies’
requirements and criteria. For a company like TELUS, they are more than willing to provide $20,000 if you
meet their needs.20 (See Appendix D)
The Message
With a more child-friendly mascot, kids and tourists will find Harry memorable, reflecting true to Harrison’s
laid-back and friendly atmosphere. Different family-friendly events will be happening every week, whether it
is for kids, adventure-seekers, or leisure shoppers. Establishing a strong brand identity allows visitors to
automatically associate Harry with Harrison Hot Springs, a place to relax and have an adventure.
19
(Statistics Canada, 2012)
20 (TELUS Communications Company, 2012)
8
The key benefit of this IMC is to have new visitors know where to go and experience a better time. Harrison
will be able to highlight key tourist attractions and utilize local businesses to increase revenue via individual
promo and brochures. This place is perfect for people that prefer to stay close to home with a low budget.
Media- Plan & Schedule
1. Create the Team Harry: finalized by Jan (within 2mths)
2. Create and Integrated Experience at Harrison: established by Feb/Mar (within 3-4mths)
a. Contract collection: Dec 2012 (1mth)
b. Consideration phase: finalized by Jan/Feb (2mths)
c. Brochure Production: done after (a) and (b) are finished; around Feb/Mar (1mth)
3. Create Hype: established by Apr (within 5mths)
a. List upcoming events for 2013: finalized by Apr (5mths)
b. Facebook and Twitter: finalized by Feb/Mar (1mth)
4. Reintroduce & reaffirm with advertisements: finalized by Apr/June (within 5-6mths)
a. Ad designs: finalized by Apr (1-2mths)
b. Schedule Ads: contracts signed by Apr/June (1mth)
i. June-August: Radio (4wks); Bus (3mths); Skytrain (3mths)
ii. December-February: Bus (3mths) and Skytrain (3mths)
c. Designed cards for the fall season & winter season: finalized by Sept 2013 (2mths)
Implementation
Product
Team Harry
The contract must include that both parties must be willing to work together on the long term, for any social
media events regarding Harrison. It is critical to maintain the same look and feel to Harry so to keep the
public image consistent. Examples of work include designing banners, profile photos, and seasonal designs of
Harry doing something at Harrison.
Experience
Passport Brochure: Tourism Harrison will be collecting contracts of businesses wanting to be considered into
the Story through Harry’s Passport Brochure, processed and decided by the Council of Harrison and Tourism
Harrison. Brochure will then be produced by Team Harry. (See Appendix E)
Events: Harry will be integrated into all of the large, Village-wide events. A guild of upcoming events will be
later published after the brochure. Tourism Harrison will be designing individual events with clear objectives
in order to successfully pitch to corresponding sponsors’ criteria. (See Appendix F)
9
Price
Sponsorship
Harrison Hot Springs would benefit greatly for any funding outside of their $100,000 budget of promotion
and marketing. TELUS sponsorship requires that you focus on youth and this is a great choice for Harrison
Hot Springs since we are targeting families. Depending on the type of event, Tourism Harrison can fit under
one of their funding pillars: arts & culture; education & sport; or health & well-being.
Other ideal choices for sponsors that are family focused includes Sport Chek's Power of Sport 4 Kids program,
directed to 5-18 years old kids. Through this program all Sport Chek requires is that you focus on recreation
programs and Harrison Hot Springs has many to offer.21
Fees
A location fee and a maintenance fee should be implemented to individual events- it will be used to pay the
Village of Harrison Hot Springs to clean up after events, etc.
Annual Partnership
Tourism Harrison and the Village of Harrison Hot Springs will decide how much they will be charging. After all
contacts are made (fees verified) this annual partnership fee can be utilized to break even costs.
Place
To minimize aggravation from potential visitors, a minimum of two parking complexes with minimal
environmental damage will be installed, both near the lake and a major land activity rendezvous location.
Promotion
Social Media
Harry will be having his own Facebook and Twitter. Using designs from Team Harry, updates of local events
and exciting activities happening at and around Harrison will be updated there to maintain online presence.
Advertisements
Team Harry will focus on innovative design techniques to feature Harry at Harrison, using local mediums
(newspapers, radio, Skytrain, and buses). For CRM and post-purchase reaffirmation, an intermittent schedule
of Harrison’s holiday ads will be featured (Skytrain and buses). Tourism Harrison should consider starting to
send seasonal birthday cards to children and holiday cards to families for sales promotions as a thank-you gift
in the fall-winter or winter-spring IMC program. (See Appendix D)
Evaluation
The results of current marketing strategies can be gathered as primary data on our marketing efforts and
advertising potential. Immediate results can show foot traffic evident on the website through widget options,
(found in the website platform) or services such as Google Analytics.22 (See Appendix C)
Using innovative designs on our local advertisements matched by a high variety and frequency of events at
Harrison Hot Springs, there is a higher chance for our promotional efforts to result in a physical call-to-action.
21
(FGL Sports, 2012)
22 (Curtis & McCarthy, 2012)
10
Appendix
Appendix A Alternative 1: Fun with Friends or Family
Alternative 2: Outdoor Watersports
Alternative 3: Shared Experiences- Business Associations and School Institutions
•Redesign Harry of Harrison Hot Springs to something more child-friendly
Public Relations
•Create an integrated experience via passport brochures
•Utilize and create new local parterships for local deals
Sales Promotion
•Local advertisement: bus stops, outside of transit buses, newspaper ads, and radio Stations
Advertisements
•host sport-related (winter & summer) competitions so local and/or international athletes are often seen at Harrison
Public Relations
•Posters advertising and promotions at popular sports stores
Advertisements & Promotions
•Sponsor other events outside of the Harrison community
Promotion
•selling towards associations and local educational institutions
Personal Sales
•sample packages assembled for consideration- promotional packages are designed to individal group's needs (educational field-trips, summer camps, team-building conferences, etc.)
Sales Promotions
11
Appendix B How Social Media and Viral Marketing works (Marketing Made Simple)
12
Appendix C Results of conservative exposure (when i= 1 and y starts at 80,000 people)
Population
Exposed
Weeks
13
Results of viral marketing if done correctly (Curtis & McCarthy, 2012)
14
Appendix D Budget
Stations
Please refer to (Vancouver Transit Advertising,
2012) for photo references to all suggested
ads
Credit
Category Item Description Budget
Team Harry
Small Designs (Miscellaneous)
Charged per Item
$ 50.00
Facebook & Twitter Banner etc. $ 150.00
Brochure Design & Event Design $ 350.00
Advertisements $ 500.00
Advertisements
Newspaper23 Local & Full Page $ 1,000.00
Radio (6-10 radio stations) 24 creative development- single voice $ 1,750.00
media test $ 20,000.00
Suggested Radio Budget (per 4wks) Right before high season (Jun) $ 22,750.00
Bus Options(per 4wks) 25 Michaelangelo display (inside) $ 116.00
Interior Cards (inside) $ 26.00
Suggested Bus Budget (per year) 26 CREATIVE interior cards: Jun-Aug; Dec-Feb (50 units) $ 7,800.00
23
(Gaebler.com, 2012)
24 (Astor, 2009)
25 (Vancouver Transit Advertising, 2012)
26 (Kobliski, 2005)
“A” Burrard, Granville, Stadium, Broadway, Joyce, Metrotown, New West, Surrey Central, Lougheed, Commercial
“B” Waterfront, 29th Ave, Patterson, Royal Oak, Columbia, Scott Road, King George, Braid, Production, Brentwood
“C” Gateway, Sperling, Holdom, Gilmore, Rupert, Renfrew
15
Advertisements
Static Skytrain Options (per 4wks)
"A" Stations Posters $ 659.00
"B" Stations Posters $ 557.00
"C" Stations Posters $ 444.00
All System Wide Posters $ 553.00
Wall Murals/Floor Graphics $ 2,334.00
Suggested Static Skytrain Budget All Systems Posters (Jun-Aug; Dec-Feb) + Wall/Floor Graphics (yr) $ 31,326.00
Moving Skytrain Options (per 4wks) Vertical Cards $ 116.00
Sky Strips (2 units) $ 2,595.00
Suggested Moving Skytrain Budget CREATIVE Vertical Cards: Jun-Aug; Dec-Feb (8 units; 2/Line) $ 5,568.00
Total Ads Budget (full year) $ 67,444.00
Social Media Facebook & Twitter (per yr) Free
Debit
Item Description Budget
Sponsorship Per Event (estimation)27 $ 20,000.00
Long Term Negotiable
Partnership Annual Association via Tourism Harrison Negotiable
Location Fee Per Event Negotiable
27
(TELUS Communications Company, 2012)
16
Appendix E Brochure Photos28
Passport Brochure Style
Storybook Brochure Style
28
(Andrew Rea Design LLC., 2011)
17
Considered Partnership List
1. (Harrison Heritage House, 2011)
2. (Kilby, 2012)
3. (Hughes, 2010)
4. (Rockingbird Media, 2012)
5. (Agassiz Speedway, 2011)
6. (Mediast, 2010)
7. (Bridal Falls Waterpark, 2012)
8. (Harrison Eco Tours)
9. (Miller)
10. (Agassiz-Harrison Museum and Visitor
Information Centre, 2011)
1. Harrison Hot Springs Public Pool
•one of the highest concentrations of dissolved mineral solids for any mineral spring.
2. Kilby Historic Site
•General Store Museum (1906)
•Manchester House Hotel & Post Office
•Home-style restaurant
•campground
3. FarmHouse Natural Cheeses
•family farm
•fresh milk from the dairy cows and goats on the farm
•on-farm cheese-making facility
4. The Hungry Chef
•family run business
•prides itself on providing
guests with a memorable
dining experience.
5. Agasizz Speedway
•Catch the excitement with oval track racing Saturday night under the lights at Agassiz Speedway
6. Harrison's Floating
Waterpark
•Harrison's version of "Wipeout"
•On the water in front of the Harrison Hot Springs Resort & Spa
7. Bridal Falls Water Park
•400 feet of darkness in the black hole
•rapids river ride
•heated kiddies pool
8. Harrison Eco Tours
•scenic jet boat tours
•guided hiking
•kayaking
•white water rafting
•activities suited to everyone
9. Sasquatch Country
Adventures
•evidence found to date pertaining to existence of the creature known as "Sasquatch."
•beautiful scenery
10. Agassiz Harrison Museum
•heart of Agassiz's Pioneer Park
•take you back in time over 100 years
18
Appendix F Here is the event breakdown29
Season Event Main events Sponsors & Partners' Sector Sponsors & Partners Industries
Summer
Beach Party
Sand castle contest Merchandising Sports sponsors
Eating contest (local fruit etc.) Food samples Food sponsor & partner
Bonfire TIKI booths Local Artisans
Night Market &
Lantern Festival
Eating contest (entrees etc.) Food samples Food sponsor & partner
Booth rentals (free if sponsor/partner) Any
Lantern Festival Contest Vote Any
Carnival
Petting Zoo Contribute Equipment and/or Livestock Local Farms Partnerships
Small Rides
Face Painting Tables to sell merchandise Local Artisans
Harry's Canada Day
Celebrations
Celebration of Canada Day (night) (Similar to night market)
Hotels- promo (families)
Boating Race (day) (Similar to night market)
Farmer's Market Booth rentals (free if sponsor/partner) Local Farms
Fall/Spring Tough Mudders30 Tough Mudder's Competition
Merchandising Sports sponsors
Health & Wellness Spa Promo Launch Hotels- promo (friends)
Food Promotions Feature in partnered restaurants Restaurant Partnerships
Winter Wonderland
(Nov-Jan)
Food Promotions Feature in partnered restaurants Food Artisans
City filled with Lights Health & Wellness Spa Promo
Treatment Centers Partnerships
Santa on the Beach (couple hrs/day) Nature Tour
29
(Alvarez, 2012)
30 (Tough Mudder, 2012)
19
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