Economic Development & Northumberland Tourism 2013 Business Plan & Budget

Economic Development & Northumberland Tourism 2013 Business Plan & Budget

2013 Business Plan & Budget Economic Development Prior Year Accomplishments Supporting e-commerce through current tourism initiatives, providing Economic Development Liaison Committee with training to initiate www.pipedrive.com Universal platform for Economic Development in pilot phase Industrial Lands Strategy gather and assess the state of readiness of all employment lands and their capacities. Inventory and estimate of development time. Regional Local Food BR&E finalized report on a partner County/Community basis Motorcycling Go Ride Program partnered with Go Ride Ontario to develop Google map highlighting suggested route and identify motorcycle-friendly businesses Northumberland Foursquare Pilot Project establish a Northumberland brand on FourSquare. Provided training workshops in February March and developed hands on video. NorthumberlandTourism.com create a mobile-friendly platform, update website to improve multilingual use Re-vamped website to provide a single source resource for information, referral, relationship and coordination services Integrated Communication utilizes print (collateral materials) and technology to support business attractors Online Reservation System ongoing facilitation of e-commerce for Northumberland businesses Pilot for Region 8 partners regional launch in May 2012 Ongoing partnership with Regional Tourism Organization 8 Participated in lifestyle consumer shows to target niche markets (Outdoor Adventure, London Sportsmen, Canada Blooms, Ontario Kick-off, Motorcycle Show) Specialty Brochures Driving Tours; Outdoor Adventure Map; Especially for Kids; Family Fun Map; Group Tour Directory; Garden Tours; Meeting, Reception and Conference Facilities; Motorcycling Touring Advertised in key media outlets targeting large audiences (provincial, national and internationally) 100 Unique Experiences created a lure brochure highlighting key festivals, activities and attractions and incorporating a map. Distributed primarily at info centres and used at consumer shows. 2

Supportive Communities Industry Business Website providing tourism businesses with industry updates, resources, best practices and partnership opportunities (www.northumberlandpartners.com) 2013 Service Objectives & Initiatives Agri-food Incubator and Niche Processing Facility business plan, funding requests and partnership development Supported by data from Regional Local Rood BR&E Workforce Diversification Strategy supporting skills study in cooperation with workforce development board, local municipalities, educational providers and supporting agencies Economic Summit/ Forums in conjunction with media support forums under the mantle of Prosper in Northumberland Strategic Partnership Development/ Cluster OEEDC site selection/ attraction specialist, BACN relationship enhancement Capital Investment Pool development work to create partnership with PRAN (Peterborough Regional Angel Network) Immigration Ontario Portal work in partnership with New Canadian Centre to provide an ease of transition IRAP- NRC SME Fund for Northumberland supportive funding for creation of product and capacity data base of Northumberland manufacturers. Conditional upon federal application and request for funding. Tri-manufacturers Association Training Fund acts as a business attractor and incentive for new business start-ups as well as addressing skills shortages through training for existing businesses. Conditional upon federal application and request for funding. Regional Broadband Network (EORN) integration of regional network services via EOWC in support of advancing technology and providing high-speed services to all municipal industrial parks 2014 Parasport Bid/Cycling Event (Bike Week) Trip-Click.com a tourism technology enabling touring and itinerary building within Region 8: Northumberland, Peterborough & City of Kawartha Lakes Online Reservation System ongoing facilitation of e-commerce for Northumberland businesses OEEDC Familiarization Tours on-going foreign investor tours coordinated through OEEDC Supportive Communities Doors Open Northumberland 2013 county wide heritage tourism event in Spring 2013 Ongoing partnerships with local and regional government, local cycling organization to develop cycling experience and products. Take advantage of promotional opportunities offered through partnerships (ie. Welcome Cyclist Network, Greenbelt Route, Waterfront Regeneration Trust, RTO8). 3

Employer/Workplace of Choice Re-deploy role of Destination Development Coordinator Familiarization Tours enhance knowledge of Northumberland s tourism product & services for front line staff, tourism students working throughout the county and call centre for Ontario Tourism and Ontario Tourism Info Centres, Toronto concierge, travel trade (Ontario and Quebec), travel media Long Term Plan & Strategic Objectives Ongoing partnership with Regional Tourism Organization 8 to support and secure tourism opportunities for Northumberland; improve marketing and development initiatives; and influence provincial, regional objectives which assist in fast-track marketing or development goals. NorthumberlandTourism.com ongoing updates to promote all tourism experiences and activities Community Employment Resource Partnership (CERP) continued investment in the organization to create the necessary resource/mechanism to provide employers with ease of access to their labour requirements Social Media Marketing continuous monitoring, updating and staff interaction/communication through Facebook, Twitter, and YouTube Ongoing participation in lifestyle consumer shows Supportive Communities Educational Partnerships on-going dialogue with educational institutions to create partnerships which support local opportunities for youth and skilled professionals 4

2013 Business Plan & Budget Northumberland Tourism Prior Year Accomplishments Successful implementation of multi-faceted 2012 marketing plan which includes digital and print promotion, consumer shows, travel trade relations, and industry partner opportunity collaboration. Finalist for the 2012 Ontario Tourism s Best Marketing Campaign under $25,000 award for the Northumberland County Welcome Cyclist Gateway Signage Pilot Project. Featured on GoRideOntario.com. Developed a digital version of Northumberland motorcycling route which is now part of the provincially-endorsed routes, driving touring enthusiasts to Northumberland. A major partner of the management team for Regional Tourism Organization 8. Guided the strategic vision and plan which supports industry interest for Northumberland County, City & County of Peterborough and City of Kawartha Lakes and work towards the goal of increasing Region 8 tourism receipts by 5% annually. Provided expertise in all aspects of each initiative. Continue to develop cycle tourism opportunities. Partnered in a promotional campaign with Via Rail Canada and Welcome Cyclist Ontario to market bike train packages reinforcing Northumberland as a cycling destination. Successful implementation of the destination development action plan, resulting in: Doors Open Northumberland 2013 event, a county-wide partnership with heritage and tourism organizations. Collaboration with cultural organization and facilitated Culture Days 2012 Provide marketing support to October is Arts Month. Partner with the Brighton Arts Council and assist in the development of a cultural centre, The Gates, which could tap into the growing number of visitors along the Waterfront and from the park. Strengthen collaboration with Northumberland Sports Council. Support the development of new sport council website and establishment of recreational asset inventory. New partnerships with regional recreation organizations contributing to initial support for the ParaSport Ontario 2014 bid. Launch of new promotional lure publication and map: 100 Unique Experiences in Northumberland. Circulated in Ontario and supplements existing publications produced by local municipalities. 5

Developed a new tourism industry website NorthumberlandPartners.com, a valuable one-stopshopping source for information on tourism marketing, research, funding resources, product development and partnership opportunities. 2013 Service Objectives & Initiatives It will be important for the tourism sector to understand the opportunities and shifts in travel needs as well as interests, and adjust their product or service and marketing accordingly to avoid the potential risk of fewer buyers for our services. Northumberland needs to distinguish itself from other destinations who offer similar products and services. The region needs to enhance perceptions of uniqueness, authenticity of place and diversity of quality offerings. Build awareness of the full Northumberland experience to entice first time visitors. Work closely with tourism industry and support new tourism development to help spur tourism growth; continue working through the county s destination development action plan. In order to sustain competitiveness, Northumberland s tourism sector needs to adopt and integrate digital technology for marketing and e-commerce. Offer more professional development opportunities in digital marketing. Collaborate with Regional Tourism Organization 8 (RTO8) partners and work towards developing a strategic vision and implementation plan which increase tourism receipts and visitation. Inconsistency in standards and customer service levels. Support collaborative efforts by Chambers of Commerce and other tourism partners to improve culture of hospitality excellence amongst business operators. Optimize online planning tools and make it easier for visitors to purchase experiences. E.g. online reservation system and Trip-Click.com Develop digital/mobile aids to further engage visitors and enhance their experience in real time. Trail development and marketing opportunities eg. proposed Greenbelt Cycling Route. Improve trail experience along Trans Canada Trail from Hastings to Campbellford through regional signage strategy. Some accommodations options need to be enhanced in order to meet consumer needs and expectations, e.g. capital investment in cottage resorts operations. Seek opportunities with the Ministry of Tourism and Culture Investment and Development Office. Supportive Communities Expand cycle tourism opportunities and work collaboratively with Peterborough & Kawartha Tourism and City of Kawartha Lakes to develop a regional signature cycling tourism experience. 6

Long Term Plan & Strategic Objectives Work collaboratively with the provincial partners to implement workforce development strategy Continue to develop relationships within the industry and improve industry capacity (E.g. share research, product development, address gaps in service delivery) Increase collaboration: marketing and product development (E.g. trails, cycling) Continue to seek partnerships and opportunities which increase economic impact of tourism. Increase the use of technology; utilizing new and innovative ways to reach consumers 7