THE CORPORATION OF THE CITY OF VERNON

TOURISM COMMISSION WEDNESDAY, OCTOBER 23, 2019

OKANAGAN LAKE ROOM – 8:00 a.m.

A G E N D A

1. ADOPTION OF AGENDA

2. ADOPTION OF MINUTES

a) September 18, 2019 (attached)

3. UNFINISHED BUSINESS a) Destination B.C. – accessible tourism opportunities update b) Tourism Emergency Communication Strategic Plan (deferred from

September meeting) c) Marketing budget approval for 2020 – update on review by sub-

committee (Tactical Marketing Plan distributed to Committee)

4. NEW BUSINESS: a) Discussion about the importance of Tourism for Vernon as a

community and how to move sport & culture event tourism forward with sponsorship policy, funding support from Tourism Vernon, City and grants

b) The Great Vernon Pumpkin Classic - update c) BC Ale Trail filming – pending participation by Marten’s d) TV Campaign – Roger’s/Cityline; CTV, Global and PSA for US Spill e) Vernon Wellness Workshop & Strategic Plan f) Update for Sport & Culture Society of North Okanagan

5. INFORMATION ITEMS:

a) Accommodation Tracking (attached) b) Visitor Info Centre Statistics (attached) c) Municipal Reg. District Tax Update (attached) d) Marketing Coop Funding e) Arts

(See attached info sheet for details of below)

f) Sports • Oct 2 – 4 – BC Mountain Bike Syposium

g) Travel Trade • Hosted:

Tourism Commission Agenda October 23, 2019

i. Tour Operators from China and Europe with DBC ii. Australia Travel Agent FAM

h) Media Update

• Sept 22-25 – golf FAM • Vernon Fall Festival FAM – planning • EBS South Korean Film crew – October 26

i) Conferences – Recent & Upcoming

6. NEXT MEETING:

The next meeting of the Tourism Advisory Committee is tentatively scheduled for Wednesday, November 20, 2019

7. ADJOURNMENT

1

THE CORPORATION OF THE CITY OF VERNON

MINUTES OF TOURISM COMMISSION MEETING

HELD WEDNESDAY, SEPTEMBER 18, 2019 OKANAGAN LAKE ROOM

PRESENT:

ABSENT:

STAFF:

VOTING: Brett Woods, Biking Christine Kashuba, Arts & Culture Jenelle Brewer, Okanagan Indian Band Councillor Nahal Ricardo Smith, Sports & Events Mary-Jo O’Keefe, Restaurant David Gibbs, Accommodation Provider Richard Rolke, Downtown Vernon Association Troy Hudson, Ski Claus Larsen, Chair, Accommodation Provider Kevin O’Brien, Attractions Cecilia Guerrero, Accommodation Provider Myles Johnson, Golf Susan Lehman, Downtown Vernon Association Gale Woodhouse, Arts & Culture Kevin Poole, Manager, Economic Development & Tourism/Staff Liaison Karen Savill, Admin. Assistant, Economic Development & Tourism Janice Nicol, Legislative Committee Clerk

PRESENTATION – CLIMATE ACTION AMBASSADORS

Laurie Cordell, Manager, Long Range Planning & Sustainability, provided the Climate Action Ambassador presentation. These presentations are being done for various ambassadors all over Vernon in an effort to educate the public on the impacts of climate change and to start conversations about what we can do as a community. The following points were noted:

• The Climate is changing – warming temperatures, more extreme weather event, rising sea levels and changing oceans

• Canada and other polar countries are warming at twice the rate • Climate change is costly to governments, businesses and

taxpayers • Action is needed – review of what Vernon is doing along with

hundreds of other communities around the world

TOURISM COMMISSION MINUTES – SEPTEMBER 18, 2019

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• Review of where Vernon’s greenhouse gas emissions come from • Current initiatives include implementing the Step Code – a new

provincial code that applies to buildings to make them more efficient and net-zero ready

• Also looking at how to make our existing buildings more energy efficient

• BC Transit proposing to switch to all electric buses and making routes more efficient

• There are practical solutions that we can lobby for • Any suggestions or contributions? Please contact Laurie Cordell

lcordell@vernon.ca

CHAIR David Gibbs kindly offered, with the Committee’s consent, to act as Chair for this meeting as both the Chair and Vice-Chair were absent.

ORDER The meeting was called to order at 8:29 a.m.

ADOPTION OF AGENDA

Moved by Mary-Jo O’Keefe, seconded by Christine Kashuba: THAT the agenda for Wednesday, September 16, 2019 Tourism Commission be adopted. CARRIED.

ADOPTION OF MINUTES Moved by Christine Kashuba, seconded by Richard Rolke;

THAT the minutes of the Tourism Commission meeting held Wednesday, August 21, 2019 be adopted. CARRIED.

UNFINISHED BUSINESS

DESTINATION BC

The Manager, Economic Development & Tourism provided an update on travel trade translations. The following points were noted:

• Hoping to travel to China but trip has been cancelled • Continue to explore accessible tourism in Vernon – reached out

to local service providers to get a database of accessible tourism experiences and talked to different organizations throughout the community

• More information on this will follow.

TOURISM COMMISSION MINUTES – SEPTEMBER 18, 2019

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PUBLIC SERVICE ANNOUNCEMENT FOR US BROADCAST

• These public service announcements were made possible as we are a public agency and are an amazing opportunity for tourism opportunities

• Ads will begin airing from September 16 until November 17.

TOURISM EMERGENCY COMMUNICATION STRATEGIC PLAN

• Update to be provided at next meeting.

WORLD TRAVEL AWARDS – OCTOBER 2020

• Predator Ridge has held two meetings to date, will be held at the end of October and will be a large event. The World Travel Awards are scheduled to be held in the Okanagan for three years, first year in Vernon.

MARKETING BUDGET APPROVAL FOR 2020

The Marketing budget has been presented to Administration. The Marketing Tactical Plan will be reviewed at the next sub-committee meeting in October. Details of plan will be finalized by the Tourism Commission in December or January, prior to going to Council.

NEW BUSINESS

WEBSITE REFRESH

Insta-stories (short clip promotion of an experience in Vernon) has started. Commitment of five stories per week. Tourism Commission assistance is needed, if you have a story to submit, please contact Marissa Liebel at mliebel@vernon.ca

MISS 604 AND SEEKER’S FALL MEDIA CAMPAIGN

This campaign was filmed on September 6.

VERNON FALL FESTIVAL CAMPAIGN WITH DESTINATION THINK!

Launching fall festival with Destination Think! and working with Jordan McGrath, a local photographer.

CTV FALL CAMPAIGN Three segments were filmed on September 9 and 10 and aired on CTV on September 17 and 18.

OCTOBER – CITYLINE TV AND CHATELAINE

Double Page feature for Sparkling Hill along with digital ad support.

GREAT VERNON PUMPKIN CLASSIC

Weigh in will be held at Davison Orchards on October 19 Pumpkin races will be held in Okanagan Lake on October 26 Teresa Durning from the Visitor Information Centre is looking after the logistics. Please contact her at tdurning@vernontourism.com

TOURISM COMMISSION MINUTES – SEPTEMBER 18, 2019

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BC ALE TRAIL FILMING Filming has been rescheduled as it will not happen at Marten’s Brewpub.

INFORMATION ITEMS

ACCOMMODATIONS TRACKING/VISITOR INFO CENTRE STATISTICS/MRDT

These statistics were attached to the agenda for the Committee’s review. MRDT – It was noted that June, July and August were pretty flat, Summer was strong but bookings were late. Lots of last minute booking, driven by wholesale market. Also, tour buses coming through with only 20 – 25 tourists rather than the usual 40 or 50.

MARKETING COOP FUNDING

All funds have been allocated for the year. Recommendation from Tourism Commission to add the $25,000 for an emergency (if necessary) was approved by Council.

ARTS No report.

SPORTS Information sheet attached to the agenda. It was noted that the Society created will now include arts and culture as well as sports. Funding for this initiative began on July 1, 2019.

SPORTS, TRAVEL TRADE, MEDIA AND CONFERENCES

Information sheet attached to the agenda.

DATE AND TIME OF NEXT MEETING

The next meeting of the Tourism Commission is scheduled for Wednesday, October 23, 2019 at 8:00 a.m. in the Okanagan Lake Room.

The Tourism Commission meeting adjourned at 8:45 a.m.

CERTIFIED CORRECT: __________________________ Chair

AB MB BC ON SK USA UK Local Europe Other TotalToll Free 10 12 22Regular 1 14 5 74 94Emails 12 26 126 164Packages 1 1 2 4

284

2019Total TF 657

12 1118

262

22

Total 162

23322

Services

75

Monday Tuesday Wednesday Thursday Friday Saturday Sunday 07,211 8,431 9,222 2,716 6,609 6,612 9,516 50317

78,697 68,045 82,035 83,918 84,427 90,784 96,940 584846Mon Tue Wed Thur Fri Sat Sun Totals2,670 2,039 2,167 479 2,168 2,325 2,994 14842

Twitter Followers 4,587 Increase of 28

.

`

TotalsAll from the website

4

4

`Facebook Insights September 2019

Daily Page Engaged Users 23,380Daily Total Reach 641,301Daily Organic Reach 54,982Daily Total Impressions 738,102Daily Organic Reach of Page posts 54,627

Twitter Insights September 2019

Daily New Likes 116

DATE RANGE:PHONE CALLS

TOTAL*Some calls may have more than one inquiryTOLL FREE INFORMATION VISITORS % Change over 2018

Event/Attraction 12 Website OtherRelocation Print ORGANIZATIONS ASSISTED

Requested Total Regular Source Total Parties -1.4%Phone Number Website Tour Total Visitors -3.0%

Silver Star 1 Repeat Visits Name of Group Assistance ProvidedRoads Other (Word of mouth) Destination Think Meeting with Adam Nagy

TOTAL 23 Total FASD 100 Visitor Packages & Mobile set up REGULAR CALL LINE

Great Vernon Pumpkin Classic Ongoing Promotion & Preperation

Services 6 RDNO Adopt-a-Stream BX Creek Clean Up completeAccommodation 4 Destination BC Grow with Google Webinar

Rick & Chris Media tourRequested Total Regular Source

Crowdriff DBC Story Pilot Project ongoingPhone Number 2 Website TourGyro Club 75 Maps / Guides Distribution Event/Attraction 48 Website OtherOkanagan Rail Ride 100 Maps, Guides & what's happening sheetsRelocation 3 PrintLions Prize Package

14Stakeholder 16 Chamber Power Hour Sproing educational

Silver Star 4 Repeat VisitsVernon Museum Open House Event AttendedRoads 1 Other (Word of mouth)

Community Futures Youth Resource Centre opening attended

Accommodation 6 Greater Vernon Museum Open House attendance TOTAL 94 TOTAL

Tourism VernonTwitter Activity

Instagram Instagram Followers 8,957 Increase of 398

WEBSITE VISITSFacebookOrganic

Paid CampaignDay

Referring Sites 940Direct Traffic 1,640

WEBSITE TRAFFICOrganic 10,139 68.61%

6.36%11.09%

Other 16Total Visits 15,017 101.59%

Social 2,244Email 18

Display 20

15.18%0.12%0.13%0.10%

Emails SentRelocation

MAIL OUTS SENT EMAIL INQUIRIES

TOTAL Other 53

Info Pkg Accommodation Camping 6Advert Pack Vernon Information Requests 59

For more information, contact:Kevin PooleManager, Economic Development and Tourism250‐550‐3249 kpoole@vernon.ca

City of Vernon ‐ Room RevenueJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total % Change

2010 703,000$         769,000$         1,485,000$     1,415,000$     2,890,000$     2,551,000$     1,858,000$     1,156,000$     768,000$         754,000$         14,349,000$    2011 699,000$         837,000$         861,000$         1,095,000$     1,544,000$     1,817,000$     2,685,000$     2,780,000$     1,973,000$     1,425,000$     849,000$         842,000$         17,407,000$     21.3%2012 795,000$         1,105,000$     1,173,000$     1,268,000$     2,285,000$     1,621,000$     2,920,000$     3,285,000$     2,329,000$     1,510,000$     1,060,000$     987,000$         20,338,000$     16.8%2013 801,000$         1,187,000$     957,000$         2,014,000$     1,243,000$     2,879,000$     2,947,000$     3,757,000$     2,312,000$     1,420,000$     1,268,000$     1,140,000$     21,925,000$     7.8%2014 1,290,000$     1,338,000$     1,942,000$     1,757,000$     2,300,000$     3,049,000$     3,580,000$     4,478,000$     2,572,000$     1,721,000$     1,501,000$     1,257,000$     26,785,000$     22.2%2015 1,455,000$     1,551,000$     1,678,000$     1,648,000$     3,183,000$     4,202,000$     3,159,000$     4,789,000$     3,078,000$     3,150,000$     758,000$         2,180,000$     30,831,000$     15.1%2016 879,000$         2,104,000$     1,876,000$     2,681,000$     2,518,000$     3,538,000$     5,536,000$     5,818,000$     3,580,000$     2,445,000$     1,589,000$     2,100,000$     34,664,000$     12.4%2017 1,134,000$     1,703,000$     2,078,000$     2,452,000$     3,275,000$     4,446,000$     5,634,000$     4,854,000$     4,419,000$     2,637,000$     2,106,000$     2,160,000$     36,898,000$     6.4%2018 1,421,000$     2,153,000$     2,219,000$     2,276,000$     3,469,000$     4,510,000$     5,614,000$     4,853,000$     3,893,000$     2,277,000$     1,946,000$     2,042,000$     36,673,000$     ‐0.6%2019 1,386,000$     1,869,000$     2,465,000$     2,205,000$     3,431,000$     5,117,000$     4,745,000$     21,218,000$     ‐2.0%

% Chg ‐2.5% ‐13.2% 11.1% ‐3.1% ‐1.1% 13.5% ‐15.5%* figures are rounded to nearest 1000 ** Does not include room revenue generated from Online Accommodation Platforms

City of Vernon ‐ Hotel Tax (MRDT) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

2010 14,059$           15,379$           29,706$           28,308$           57,794$           51,024$           37,162$           23,119$           15,368$           15,076$           286,994$         2011 13,981$           16,742$           17,222$           21,907$           30,889$           36,343$           53,694$           55,604$           39,460$           28,493$           16,975$           16,847$           348,157$         2012 15,892$           22,100$           23,465$           25,369$           45,708$           32,427$           58,397$           65,696$           46,580$           30,194$           21,192$           19,749$           406,769$         2013 16,026$           23,734$           19,140$           40,284$           24,869$           57,577$           58,946$           75,141$           46,233$           28,396$           25,351$           22,798$           438,495$         2014 25,808$           26,766$           38,844$           35,150$           46,008$           60,983$           71,609$           89,568$           51,431$           34,414$           30,019$           25,148$           535,747$         2015 29,094$           31,022$           33,555$           32,953$           63,651$           84,035$           63,183$           95,772$           61,559$           62,993$           15,200$           43,605$           616,621$         2016 17,589$           42,075$           37,521$           53,626$           50,353$           70,758$           110,712$         116,351$         71,608$           48,902$           31,770$           41,991$           693,256$         2017 22,674$           34,066$           41,568$           49,031$           65,502$           88,916$           112,682$         97,088$           88,381$           52,740$           42,124$           43,201$           737,974$         2018 39,259$           59,773$           61,597$           63,211$           96,600$           125,757$         156,731$         135,348$         108,478$         63,207$           53,951$           55,525$           1,019,437$      2019 38,231$           51,772$           68,477$           61,209$           95,555$          142,709$        132,306$        590,259$         *In 2018, MRDT increased from 2% of Room Revenue to 2.8% of Room Revenue

City of Vernon ‐ Online Accommodation Platform (OAP) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

2018 15,758$          15,758$           2019 21,878$           22,261$          44,139$           **OAP room revenue began in October 2018. Revenue is received quarterly.

 $‐

 $5,000,000

 $10,000,000

 $15,000,000

 $20,000,000

 $25,000,000

 $30,000,000

 $35,000,000

 $40,000,000

2010 2011 2012 2013 2014 2015 2016 2017 2018