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Points East Coastal Drive Discover a Special Place

Island east tourism group report november 2012

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Page 1: Island east tourism group report november 2012

Points East Coastal DriveDiscover a Special Place

Page 2: Island east tourism group report november 2012

The Points East Coastal Drive starfish logo was created to symbolize the combined power of the diverse assets in the eastern Prince Edward Island tourism industry, the starfish represents the many points of interest around our region, and the colours represent the water and the land.

Points East Coastal Drive is managed by the Island East Tourism Group Inc, an association of more than 130 paid member tourism business operators, and 650 tourism and related businesses. The primary goal of this group is to increase demand for fixed roof and campground accommodations in our region. The following programs and products have been developed to achieve that goal.

Page 3: Island east tourism group report november 2012

Chef On Board (2009, 2010, 2011, 2012)

Chef on Board attracts off island visitors with over 50% of sales originating out of province.

Northumberland Ferries Ltd is a major sponsor of this event. Chef on Board has grown exponentially since inception within the PEI Fall Flavours Festival.

Feature Event classification for the event has resulted the ticket price reaching $95 over four years. Attendance at the event has grown in a similar manner; from 95 tickets in 2009, to 190 tickets in 2010, and 400 tickets in 2011. In 2011 venue design changed to a sit down 5 course meal for 180 guests.

Page 4: Island east tourism group report november 2012

Wine, Dine & Blueberry Stomp (2009, 2010, 2011.2012)

This event has grown into a family fun filled event at the Rossignol Winery property. More than one dozen teams of four competed in the barefoot blueberry stomp event and more than 400 people attended. Local restaurants, musicians and over 30 Artisans on Main were showcased for 2012.;

This event is a regional demand generator, and Island East staff on the Wood Islands ferry promote the event for all its worth. Wine Dine and Blueberry Stomp has also reached a level of financial sustainability and works well within the Fall Flavours framework. 2012 Blueberry Sponsor was PEI Berries Ltd.

Page 5: Island east tourism group report november 2012

Lighthouse Treasure Festival (New in 2011, Revised for 2012)

There were six lighthouses that participated in this 4 day event for the first time in 2011 and revised to 4 lighthouses in one weekend for 2012 , the Lighthouse Treasure Festival is part of the PEI Island Fusion Festival held in June. Points East has six lighthouses open to the public along the coastal drive.

Page 6: Island east tourism group report november 2012

Tulip Festival (New in 2012 and Enhanced for 2013)

More than 400,000 tulip blooms in more than 50 locations await visitors to the Points East Tulip Tail and Festival during the month of May, 2013. Hundreds of thousands of blooms are expected to last more than a month whenever the spring weather arrives for good. The highlight of the Points East Tulip Trail and Festival is the two acre field of tulips planted in Stratford at Balderston’s Farm Market. Visitors will be able to stroll through the field and pick tulips to enjoy at home or give to others.

Page 7: Island east tourism group report november 2012

Mussels by the Bay at Greenwich (New in 2012)

Points East has signed an MOU with Parks Canada to create awareness of Greenwich and the St. Peters Bay area. A new culinary event was created to feature mussels as part of the 2012 PEI Fall Flavours Festival. Discover Mussels offered sponsorship to this premier event.

Page 8: Island east tourism group report november 2012

Tuna Cup Festival (new for 2012)

The Tuna Cup Tuna Temptations Fall Flavours Culinary premier event was a major success and a marquee event in Fall Flavours. This product category represents the highest value demand generator in our region.

Page 9: Island east tourism group report november 2012

PECD Touring Map

Points East Coastal Drive distributes over 50,000 map guides per year in both official languages

Page 10: Island east tourism group report november 2012
Page 11: Island east tourism group report november 2012

Excerpt from Page 3- 101 Things To Do Word of mouth is always the best recommendation. It makes youfeel confident that you are going to have a good time. “What is there to see and do?” is the question most travellers ask. When the tourist operators in eastern Prince Edward Island were asked thesame question, they shared personal recommendations for theirfavourite spots, unique places, and activities rich in tradition andculture. Locals know the best spots and their suggestions are inthis book. We invite you to visit the ‘best of down east’, get a tasteof the true and simple pleasures of the Island, have a good time,and enjoy the local way of life. Discover how you can find memories that you’ll talk about the rest of your life.As you travel this area for more information or directions,pick up a copy of the Points East Coast Drive Tour Map,use the 107 Discovery Points in this book, or use theinternet search bar on www.pointseastcoastaldrive.com orwww.pointseastcoastaldrive.com/peipackages.

Page 12: Island east tourism group report november 2012

St. Peters Bay Visitor Information Centre

Points East owns and operates the visitor information centre in St. Peters Bay under contract with the province of PEI. We would like to secure funding for aesthetic improvements to the building and increase animation at the site.

Page 13: Island east tourism group report november 2012

VISITOR STATS - ST. PETERS DC CENTRE 2012

Individual 2012

Groups 2012

10,210 5,862

Page 14: Island east tourism group report november 2012

Ambassador Program

Points East, with the cooperation of the province of PEI and Northumberland Ferries Limited deliver information to visitors on board with printed material, laptops, and Screen Scape television promotion. The service includes the ability to book accommodations through Bookpei on the ferry.

Page 15: Island east tourism group report november 2012

• The Ambassadors greeted a total of 31,043 visitors coming to PEI (up 1,783 from last year). The Ambassadors distributed 23,450 Points East Coastal Drive Maps, 3,000 French Rally Guides, 15,150 English Visitors Guides (up 2,750), 480 French Visitors Guides down 60, and 21,600 PEI Maps (up 1,400) as well as completed 1205 surveys (up 160).

Page 16: Island east tourism group report november 2012

In-house Packaging Program (new in 2011)

Points East is developing the ability to sell packages for members. We have the ability to create, market and sell packages in our region with our 1-800 toll free line and our secure credit card processing ability.

Members Newsletter

Page 17: Island east tourism group report november 2012

• Points East contracted Verb Inc., to create new landing pages for the PECD website. These pages now provide an essential marketing tool to promote events and to sell packages for members. Island East staff now have the ability to create, market and sell packages in our region with our 1-800 toll free line and our secure credit card processing ability. .

Page 18: Island east tourism group report november 2012
Page 19: Island east tourism group report november 2012

2012 Social Media Education Call to Action

• 2012 AGM KIM DOYLE SOCIAL MEDIA SESSION

• Manly Mann Media Training Session• Tourism Technology.com (Jamie V)

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2012 to 2014 PECD Strategic Priorities

A. Product Development

• 1. Events/Season Extenders: Continue this year and analyze; find ownership options.

• 2. Bilingual Services for PECD• 3. Packages (Operator-

Operator & Event-Operator)• 4. Focus on Culinary Strength• 5. Promote Marinas

B. Marketing • 6. Website• 7. Brand – Change Tagline• 8. Database

Development/Management• 9. Strengthen Social

Marketing• 10. Formalize Annual

Marketing Plan• 11. Co-op Marketing

Development

Page 24: Island east tourism group report november 2012

2012 to 2014 PECD Strategic Priorities

C. Professional Development• 12. Regional Staff

Development/Training• 13. Bilingual Training• 14. Packaging Workshops

D. Organization• 15. Management Assistance• 16. Membership

Recruitment and Retention• 17. Board Training –

Governance, Succession Planning

• 18. Rotate Board meetings.

Page 25: Island east tourism group report november 2012

2012 to 2014 PECD Strategic Priorities

E. Other • 19. St. Peter’s Destination

Centre – Management, Upgrades

• 20. Ambassador Program

CONCLUSIONThe Strategic Business Plan specifies priorities, associated goals and activities for the next three years.With guidance from the Board and input from Stakeholders, this Plan has been tailored andcustomized to Island East needs. Based on consensus, the Plan serves as a guiding and realistic roadmap for the organization for 2012-2014.

Page 26: Island east tourism group report november 2012

Strategic Tourism Expansion Program (STEP)

Souris & Eastern King’s Region

Wednesday, December 12, 2012

Page 27: Island east tourism group report november 2012

ARTISANS ON MAIN - MONTAGUE

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Newcomers Association PEI

Page 29: Island east tourism group report november 2012

Canada 2014

Page 30: Island east tourism group report november 2012

Island Trails – Island East Cycling EventISLAND EAST CYCLE EVENTISLAND TRAILS SEPTEMBER 28 & 29, 2012

Island Trails invited recreational cyclists to close the summer season with the 2012 Island East cycling event along the Confederation Trail Sept. 28 to 30.This year’s Island East Cycle Event, Sept. 28-30th, was a great success. More than 65 enthusiastic cyclists, including approximately 25 off-Island visitors, toured eastern PEI along the Confederation Trail. Each day at the start and end of the ride cyclists and volunteers were warmly welcomed with local hospitality.

Page 31: Island east tourism group report november 2012

Eastern PEI Chamber of CommerceTwo of eastern Prince Edward Island’s most influential organizations are joining forces for mutual benefit in enhancing economic development across Kings County. Island East Tourism Group represents businesses in the accommodation, retail, transportation, food and beverage, tourism activities and attraction and events sectors. As well Eastern PEI Chamber of Commerce represents businesses in multiple sectors. Both organizations are advocates for their members in dealings with government and non-government and other organizations; provide a wealth of member’s benefit programs and act as a voice in promoting eastern Prince Edward island in local, regional and international markets. Through exploratory discussions, we have come to realize that each of our organizations provide valuable service to members and that by working together we can offer even more service to our members. As it turns out many of our members already belong to both organizations and others would if it weren’t for the cost of double memberships. Consequently in the future we will be giving consideration to the offer of a joint membership.

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Rural Action Centre Staff

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Rural Action Centre Staff

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2012 Summary Festival Product

• Fall Flavours 2012Chef On Board SignatureWine, Dine & Blueberry

StompMussels by the Bay in

Greenwich, PEI National Park.

Tuna Temptation (support and marketing)

Video Production PECD Culinary DayTrip. A Co-operative Effort with PEI Flavours.

• Island Fusion 2012 Lighthouse Treasure

Festival Tulip Trail

Page 35: Island east tourism group report november 2012

Summary of Marketing and Promotional Products

Points East Coastal Drive website

Points East Coastal Drive Tour Map

Points East Coastal Drive 101 Things To (New)

Booklet with 107 Discovery Points of Interest (Second Generation)

Points East Coastal Drive Facebook Event Ads

Points East Coastal Drive Face Book

Points East Coastal Drive Twitter Account

New Landing pages for Points East Coastal Drive Marketing site to sell packages for events and operators.

PECD Quarterly Newsletter

Page 36: Island east tourism group report november 2012

Points East Coastal Drive Tourism Product

• 13 Golf Courses• 34 Beaches• 6 Lighthouses open to

the public• 34 history and cultural

attractions• More than 100

restaurants• 230 fixed roof

accommodations

• 12 Provincial Parks• 6 Scenic Heritage Roads• 1 National Park• 5 Waterfront Marinas• Abundant Gift shops &

Artisan Boutiques• Over 15 Experiential

Products• 2 Wineries• 2 Distilleries

Page 37: Island east tourism group report november 2012

Points East Coastal DriveDiscover a Special Place