Planning & Community Development Committee June 15, 2010 Bryan Plumstead Tourism Manager

2 Overview  Georgian Bay Refresher – Project Background & Partners  Cascading – Hierarchy of levels of Tourism involvement  Georgian Bay Project review – Phases I, II, III  Summary - Project Costs & Successes

3 Georgian Bay Largest freshwater bay in the world 2000 km of shoreline – entirely in Ontario 2 UNESCO World Biosphere Reserves Niagara Escarpment 30,000 Islands World’s longest Freshwater Beach – Wasaga World’s largest Freshwater Island – Manitoulin Canada’s Longest footpath – Bruce Trail Toronto

Sainte Marie Among the Hurons Martyrs Shrine Bruce Trail Chi-CheemaunFerry ManitoulinIsland North Channel Best Boating Science North Dynamic Earth 30,000 Islands – Island Queen Cruise Wasaga Beach Scenic Caves Blue Mountain

5 2005/06  Ministry of Tourism announced 7 destination icons in Ontario  Included Georgian Bay, Muskoka, 1000 Islands, etc.  Funding would be available through Ministry of Tourism Investment Development Office (IDO)  Georgian Bay partners came together to establish plan Background Ministry of Tourism Destination Development

6 Georgian Bay Destination Development Partners Plus…

7 Georgian Bay Destination Development Partnership Goal To develop, position and communicate Georgian Bay as an ICON tourism destination in Ontario; thereby enhancing economic and community benefits while respecting local traditions and environment.

88 External Stakeholders Internal Stakeholders Canadian Tourism Commission Ontario Tourism Marketing Partnership Regional Tourism Marketing Partners Grey County Long Haul Mid Haul Short Haul Local/VFR Economic Impact Increases GTTA, Saugeen Country, Georgian Bay DDP Municipalities & Chambers Operators “Cascading” – Levels of Tourism RTO 7 – Grey Bruce Simcoe

99 Cluster or County Level (15,000 feet) Local Destination (10,000 feet) Local Municipality (5,000 feet) Local Destination (10,000 feet) Cluster or County Level (15,000 feet) Local Municipality (5,000 feet) Georgian Bay (30,000 feet) Georgian Bay (30,000 feet) Integrated Approach in Destination Development in Georgian Bay (Process)

10 Phase I – 2005/6  Coastal Route Project initiated – focus on product development  5 tours: Beaches, Motorcycle, RV, Marine Heritage, Scenic Vistas  2 product packages: Outdoor Adventure, Top 10 attractions  Presentations around Georgian Bay garnered support  5 Year Strategic Plan created Georgian Bay Destination Development Partnership

11 Phase II – 2007/8  Website created and populated, french website created  2 tours: Experience Nature (soft adventure), Marine Cruising  Best Practices/Criteria & Market Segments for each tour  Customer Service training/education about Coast Route Tour  Summer Visitor Survey  3 Clusters : Tobermory-Meaford, Meaford-Midland, Parry Sound-Manitoulin  Some media coverage/ members place ads in guidebooks Georgian Bay Destination Development Partnership

12 Phase III – 2009/10  Website update (Photo/Video, mapping, Itineraries)  Consumer Newsletters sent out  Industry website created, 2 Industry newsletters sent out  Packaging Workshops & Customer Service offered  Summer Visitor Survey – shorter & more completes (1340)  Signage Policy & draft sign design  Media coverage higher, rack cards, Locals Know Campaign, Travel Media Assoc. of Canada (TMAC) munch & mingle Georgian Bay Destination Development Partnership

Tourism Products Website

Experience Nature Best soft adventure activities Active, but more passive than extreme Mature market Product Criteria, target markets

15 Destination Identity Strategy – Signage Policy

16 Marketing Rack Card Editorial in Mountain Life Magazine Ad in Grey Bruce Escape Guidebook Brochure

Canadian Tourism Commission Locals Know Campaign Best Hidden Travel Gem Great Ontario Outdoors Contest Georgian Bay featured in 2010

18  Phase I – 2005/06 IDO: $45K, Partners $22K  Phase II – 2007/08 IDO: $60K, Partners $22K  Phase III – 2009/10 IDO: $76K, Partners $22K Grey County as “banker” flows all project expenditures Annual Grey County contribution = $3K Summary of Project Costs

19  The designation of Georgian Bay as Canada’s best hidden travel gem as voted by Canadians in the CTC Locals Know campaign during the summer of  The choice of OTMPC to showcase Georgian Bay as its featured destination for the Great Ontario Outdoor Adventure  The recent development of Georgian Bay as a listing under Cities & More on the CTC CanadaKeepExploring website – one of only four places to see in Ontario.  The high satisfaction rate of visitors to Georgian Bay – 95% of survey respondents indicate that they will recommend Georgian Bay to others, and expect to return.  The choice by OTMPC and CTC to feature Georgian Bay as the region hosting the fam tour for the Go Media event in the summer of Project Successes

20 Thank You! Questions ?