STAR ATTRACTIONS DESIGNATION PROGRAM General Guidelines Tourism Secretariat 6 th Floor 213 Notre Dame Avenue, Winnipeg, Manitoba, Canada R3B 1N3 What is the Star Attractions Program? The Star Attractions program is administered by Manitoba Tourism, Culture, Heritage, Sport and Consumer Protection. The program provides access to highway directional signage and tourism marketing opportunities to qualifying tourist attractions. What is a Star Attraction? A Star Attraction is not just a tourist attraction; they are Manitoba s premier destination attractions and unique rural attractions that engage visitors in experiences and stories they ll never forget. How has the program changed? Beginning in 2015, the Star Attractions program has two designation categories and revised criteria. The revised categories are intended to signify attractions that are likely to provide a superior visitor experience. The program will continue to provide designated attractions with access to the distinct highway directional signage on a user-pay basis. What types of attractions are eligible? The Star Attractions program consists of two designation categories. Attractions may seek designation in either of the following: 1. Destination Attractions 2. Regional Attractions How is eligibility determined? Destination attractions are required to demonstrate that they have achieved a heightened level of tourism readiness, including service standards, high quality visitor-oriented programs, and extended operating season. These standards are intended to ensure that destination attractions demonstrate the highest levels of accessibility, professionalism and market readiness. Regional attractions are required to satisfy base criteria intended to ensure they provide generally accepted levels of accessibility, cleanliness, and professionalism. These standards must be supplemented with programming that ensures attractions provide enhanced opportunities for visitors to engage unique in local stories and culture. [See Schedule A and B for designation criteria]
How do I apply? Contact the Tourism Secretariat to request an Expression of Interest worksheet. It is important that you carefully review the designation categories to ensure your attraction meets the requirements for the category to which you are applying. In rare circumstances, the Star Attractions Advisory Committee may forgo the Expression of Interest process and instead nominate an attraction for designation. These instances are typically limited to the introduction of new iconic destination attractions that are export ready and exceed all applicable criteria at the time of designation. This special designation process will only be considered for attractions that are anticipated to have a farreaching positive impact on local support services and other tourism attractions due to significant visitation projections and international appeal. What is the application process? To apply, please follow the four steps of the application process as follows: 1. Review the designation categories and associated criteria. Once you are sure you meet the requirements for the category to which you are applying, you can then complete the Expression of Interest worksheet and begin gathering the supplemental information required to support your application. 2. Attractions are encouraged to consult with your regional tourism association (RTA) to review the designation criteria and get their input and suggestions prior to formalizing an application. Attractions are also encouraged to work with your RTA through the designation process. 3. Once you feel you have all the information required to support your request for designation, the next step is to submit your application package via email for review. Deadline to submit your application package, including all supplemental information, is June 12, 2015 by 5:00 pm. All application packages must include a declaration signed by an authorized official of the organization (i.e., board chair or executive). Upon request, an applicant must supply the department with a copy of the resolution or other documents demonstrating the applicant s authority to undertake the project and authorizing the official to sign on behalf of the applicant. Applicants will be contacted within seven working days to confirm receipt and review your application. 4. Attractions can expect to receive an on-site visit by department staff to discuss your attraction s eligibility and tour the facilities. A site visit is required as it allows staff to participate in the visitor experience and provide feedback to applicants prior to the application proceeding for review. The site visit also allows department staff to provide first-hand observations to the Star Attractions Advisory Committee.
What are rural tourism regions and regional tourism associations (RTAs)? Manitoba has six (6) RTAs that represent their respective rural regions in provincial tourism initiatives. RTAs also work collaboratively with Travel Manitoba to implement regional tourism marketing plans and with the Tourism Secretariat to achieve strategic tourism development objectives. You will be required to submit a letter from your RTA stating that you have discussed your application to the Star Attractions program. The department will follow-up directly for information on specific visitor experience programs and your attraction s history of working with the RTA on regional initiatives. How are decisions about the designation made? 1. The Star Attractions Advisory Committee reviews the applications to determine eligibility. 2. Recommendations are made to the Minister of Tourism, Culture, Heritage, Sport and Consumer Protection. 3. The Minister notifies the designated attractions in writing. Will the information in my application package be shared? The department may share information with interdepartmental contacts and Travel Manitoba as appropriate for evaluation purposes What if my attraction has not been designated? Recommendations are based primarily on the Expression of Interest and any supplemental information provided by the applicant. If your attraction has not sufficiently demonstrated that it meets the program criteria, you will receive written notification from department staff on behalf of the Star Attractions Advisory Committee indicating that you have not met the program eligibility. If your application is declined your attraction will be ineligible to reapply in the next intake. Department staff are available to work with attractions that are interested in refining their product offering for re-application. What are the timelines for intake and designation? The Star Attractions program will begin accepting applications on May 12 with the intake closing on June 12, 2015. An on-site review with department staff will be scheduled prior to the end of July. The Star Attraction Advisory Committee meets annually each August to review Expressions of Interest and make recommendations to the Minister of Tourism, Culture, Heritage, Sport and Consumer Protection. Notifications of designation are typically issued in the Fall. What if I cannot meet the timelines as outlined? Attractions may choose to defer an application at any point prior to Star Attractions Advisory Committee review meeting.
Why does the Expression of Interest worksheet request information about marketing? The worksheet requests information about marketing objectives and how the attraction complements the provincial tourism brand: Manitoba, Canada s Heart...Beats. The application package should also include examples of any marketing and promotional materials produced. Applicants are asked to provide this information to assist in evaluating market potential and potential for brand alignments and marketing partnerships. While it is not required that your organization directly participate in Travel Manitoba Partnership Initiatives, designated attractions will be required to demonstrate brand alignment in any identified marketing and promotional initiatives that are undertaken. What is brand alignment? Travel Manitoba has introduced brand alignment guidelines that have been developed for use by tourism businesses, attractions and destination marketers. Designated attractions are required to adopt these guidelines on their publications, websites and other significantly visible activities where possible. Travel Manitoba s Brand Toolkit can be found at http://www.travelmanitoba.com/tourismindustry/become-a-partner/ How can the Star Attraction logo be used? Designated attractions are permitted to display the Star Attractions logo when producing marketing and promotional materials or communications and messaging. Visual-use guidelines will be provided. What is the term of the designation? Upon approval, the Star Attractions designation is conferred for a period of 5 years. During this period, attractions are expected to maintain the operational standards and practices appropriate to the designation category criteria. At the conclusion of the designation term, attractions may re-apply to extend their participation in the program. Who can I call with any questions relating to Star Attraction programs? The program provides access to tourism marketing opportunities, highway directional signage, and tourism development grants (for regional attractions). For more information please contact the Tourism Secretariat, (204) 945-0216. Where do I send my application package? Forward the complete application package, including all supporting documentation, to: Tourism Secretariat Attn: Tourism Development Program 6 th Floor 213 Notre Dame Avenue Winnipeg, Manitoba, Canada R3B 1N3 tourismsec@gov.mb.ca Applications must be received no later than June 12, 2015 by 5:00 pm. Please direct any questions relating to the guidelines and application process to (204) 945-0216.
STAR ATTRACTIONS DESIGNATION PROGRAM Designation Criteria Tourism Secretariat 6 th Floor 213 Notre Dame Avenue, Winnipeg, Manitoba, Canada R3B 1N3 SCHEDULE A Designation Criteria for Destination Attractions What is a Destination Attraction? Destination attractions provide high quality visitor-oriented programs. They attract a significant number of visitors from outside the immediate area and may be of interest to national and international audiences. Destination attractions can be either of the following: Major Attractions Park/Casino Destinations Major Attractions include museums, significant heritage sites, performance theatres, science centres, zoos, cultural interpretive centres, and national historic sites. Park destinations include managed provincial and national parks that provide a range of visitororientated services, attractions and programs on a year-round basis. Casino destinations include provincially regulated casino resorts, regional casinos, and live sportsgaming attractions. Casino destinations must demonstrate partnerships with community-based interests that engage visitors in local and regional programs. What are the operational standards for destination attractions? Destination attractions must provide quality of tourism experience in terms of maintenance and operation of the built facility. This includes: Easily accessible by local/regional traffic routes (i.e., all-weather roads; location near major/regional highway) Maintain year-round operations, with regular and substantive hours of operation Meet standards for accessibility by the disabled, including appropriate washrooms Complies with all government regulations and licensing requirements, including liability insurance Meet generally accepted standards for tourism market and/or export readiness What are the visitor experience standards for destination attractions? Destination attractions must also provide a high quality tourism experience. This includes: Have a demonstrated public appeal, attracting a significant number of visitors from outside the immediate area and may be of interest to national and international audiences Provide a diversity of tourism services (gift shop or general tourist information)
Offer a visitor experience that appeals to Travel Manitoba s target audience (EQ TM visitor profiles, Authentic Experiencers and Cultural Explorers) Provide a high quality visitor experience in terms of substantive visitor-orientated programming Offer a unique visitor experience, particularly in terms of maintaining programs unique within Manitoba or specific to a region of Manitoba Maintain formal connections to visitor programs that represent the local history, culture, heritage and/or cuisine (e.g., linkages to community-based programs) Partner in regional tourism initiatives (e.g., regional product partnerships, etc.) Information about future development plans (e.g., capital, programming, partnerships, services, etc.) Examples of any local and regional industry partnerships developed and any partnership initiatives undertaken Copy of your attraction s annual program and events plan Copy of your attraction s annual training plan Copy of your attraction s annual marketing and promotions plan Examples of tourism promotion and marketing campaigns and materials produced in the previous operating year (e.g., print materials, advertisements, trade shows, up-to-date website, social media, etc.) Partner in provincial tourism initiatives (e.g., provincial marketing, training, etc.) Undertake annual program development (e.g., special events, interpretive programs, tours, etc.) Have the ability to accommodate events/ programs that require ancillary tourist services and amenities (e.g., food services, entertainment, etc.) What type of supplemental information would support my application? Including the following supplemental information is recommended as a way to enhance your application: Attendance data, including ongoing collection and maintenance visitor numbers and feedback What are the ongoing expectations for designated destination attractions? For the duration of the designation term, attractions are expected to maintain these criteria as operational standards and practices appropriate to the category. At the conclusion of the designation term, attractions may re-apply to extend their participation in the program. Designated attractions may anticipate periodic visits from the Star Attractions Advisory Committee and/or requests for information or updates in order to review the attraction s ongoing capacity to meet the program eligibility criteria.
STAR ATTRACTIONS DESIGNATION PROGRAM Designation Criteria Tourism Secretariat 6 th Floor 213 Notre Dame Avenue, Winnipeg, Manitoba, Canada R3B 1N3 SCHEDULE B Designation Criteria for Regional Attractions What is a Regional Attraction? Regional attractions are rural-based and feature region-specific subjects or themes, tell unique local stories, and offer authentic visitor programs. Regional attractions provide visitor-oriented programs that are significant to the local area and act as a catalyst for local tourism development. Regional attractions support travel within the region from visitors originating from outside the immediate area. Regional attractions can be either of the following: Culture/Heritage Attractions Natural Features/Outdoor Attractions Culture/Heritage attractions include regional museums, significant historical sites and cultural interpretive centres. Natural Features/Outdoor attractions include sites that facilitate visitor access to unique natural features and attractions and act as staging areas for nature-based programs and experiences. What are the operational standards for regional Culture/Heritage attractions? Regional Culture/Heritage attractions must provide quality tourism experiences in terms of maintenance and operation of the built facility. This includes: Easily accessible by local/regional traffic routes (i.e., location near regional highway) Have on-premise arrival and orientation signage Have dedicated parking. Shared parking should clearly identify appointed parking areas. Offsite parking areas should be located in close proximity, accessible and visible from the attraction. Have on-site amenities such as restrooms. Visitor services such as restaurants and accommodations should be available within the local area. Must be open to the public a minimum of 120 consecutive spring/ summer/ fall days a year, operate a minimum of 5 days per week and maintain regular hours. Comply with all government regulations and licensing requirements, including liability insurance. What are the visitor experience standards for regional Culture/Heritage attractions? Regional Culture/Heritage attractions must provide quality tourism experiences in terms of visitor programming. This includes: Demonstrate cultural, physical and social characteristics that create a sense of local identity
Tell a local story with a tourism theme or subjects specific to a region of Manitoba (e.g., historic themes such as mining, lumber, agricultural machinery, railways, etc.) and amenities (e.g., local access to food services, entertainment, etc.) Partner in regional tourism initiatives (e.g., regional product partnerships, etc.) Provide interpretation activities in the following forms: o Guided tours available upon request five days per week, and/or according to a set schedule (day, time) that is posted at the main entrance to the establishment o Self-guided tours comprehensive interpretive materials (interpretive panels, audio-visual materials, exhibitions, etc.) are provided when no guide is available and visits at the site are arranged for interpretive purposes o Demonstrations available upon request or according to a set schedule (day, time) that is posted at the main entrance to the establishment Offers a visitor experience program that is an authentic representation of the local history, culture, heritage and/or cuisine. The experience should be: o Immersive and educational in nature and available for pre-booked purchase o Offer an unparalleled experience that is unique within Manitoba or to a specific region o Appeal to Travel Manitoba s target audience (EQ TM visitor profiles, Authentic Experiencers and Cultural Explorers) Venue has the ability to accommodate events/ programs that require ancillary tourist services What are the ongoing expectations for regional Culture/Heritage attractions? For the duration of the designation term, attractions are expected to maintain these criteria as operational standards and practices appropriate to the category and undertake annual program development (e.g., special events, interpretive programs, tours, etc.). At the conclusion of the designation term, attractions may re-apply to extend their participation in the program. Designated attractions may anticipate periodic visits from the Star Attractions Advisory Committee and/or requests for information or updates in order to review the attraction s ongoing capacity to meet the program eligibility criteria. Designated attractions are asked to commit to partnering in provincial tourism initiatives (e.g., provincial training, marketing, etc.) and support the development of tourism trends at the local level. What are the visitor experience standards for regional Natural Features/ Outdoor attractions? Natural Features/Outdoor attractions must provide quality of tourism experience in terms of maintenance and operation of a visitor-oriented site. This includes: A site managed by a local, provincial or First Nation government or community-based organization with future development plans
A site that is accessible to the general public a minimum of 120 consecutive spring/ summer/ fall days per year A site that is arranged in such a way as to provide a vantage point or a view of a natural feature or phenomenon unique within Manitoba or significant to the region Attractions should undertake annual program development (e.g., special events, interpretive programs, tours, etc.). Regional attractions are asked to commit to partnering in provincial tourism initiatives where possible (e.g., provincial training, marketing, etc.) and support the development of tourism trends at the local and regional level. Interpretive panels and brochures (print or digital) are provided to help guests to understand the specific features of the site Have dedicated parking. Shared parking should clearly identify appointed parking areas. Offsite parking areas should be located in close proximity, accessible and visible from the attraction. Linear trails should have parking at start and finish of the trail Trail-based sites must be attractive as a tourism destination scenic beauty and vistas along the trail exist which provide superior viewing and photographic opportunities Have local access to ancillary tourist services/amenities, such as accommodations, food services or entertainment Have the ability to accommodate visitororiented programs that represent the local history, culture, heritage and/or cuisine (e.g., programs provided by community-based organizations) What are the ongoing expectations for regional Natural Features/ Outdoor attractions? Regional attractions are expected to maintain the criteria appropriate to the category as operational standards and practices. Designated attractions can anticipate periodic visits from the tourism department and/or requests for information or updates in order to review the attraction s ongoing capacity to meet the program eligibility criteria. What type of supplemental information would support my application? Including the following supplemental information is recommended as a way to enhance your application: Attendance data, including ongoing collection and maintenance visitor numbers and feedback Information on future development plans (e.g., capital, programming, partnerships, services, etc.) Examples of any local and regional industry partnerships developed and any partnership initiatives undertaken Copy of your attraction s annual program and events plan Copy of your attraction s annual training plans Copy of your attraction s annual marketing and promotions plan Examples of tourism promotion and marketing campaigns and materials produced in the previous operating year (e.g., print materials, advertisements, internet, trade shows, up-todate website, social media, etc.)