2016 County of Brant Tourism Review & Go Forward Plan

Let’s Review… Tourism Division County of Brant Tourism Menu Develop Product Support Product Promote Product County of Brant Tourism Menu Outdoor Adventure Arts – Cultural – Heritage Special Events County of Brant Tourism 2014-2016 Outcomes TAC SEAT Marquee Event Listing SEG Special Events Manual Cultural Audience Study Data Strategic Marketing Digital Presence Workshops

I M P A C T… Outdoor Adventure: GE & GRR Local Outfitter Reports 2015 2016 Net Change Total Visitors (Paddling) 29,593 42,614 +44.1% Projected Direct Economic Impact on Brant $1,844,660 $2,707,472 +46.7% Marquee Events: MSF, SIP, RAS, PF, AF, BF, CIP Marquee Event Data Reports 2015 2016 Net Change Total Visitors 101,700 118,350 +16.4% Projected Direct Economic Impact on Brant $2,958,369 $3,509,116 +18.6% Additional Impact Data: Group Tour Volume +13.3% over 2015 - 17 Recorded Bus Tours Trail Usage + 8% over 2015 - 102,049 counted Jan1/16 to Oct31/16 KCW Market +105% over 2015 - Marquee Event Audience

Affects & Effects of all this…. Affects (influences): Cheese Commercial Global TV Coverage Filming Opportunities National & International Articles Municipality of the Year Award (FEO) Effects (results): Saved/Leveraged Marketing Costs Increased Revenue Generation & Sources Increased Sponsorship/Advertising Filming Fees Application Fees Industry Growth Expanded market attention/awareness for potential relocation Increased Industry Equity Affects & Effects of all this….

‘Best In Class Visitor In Brant Experience’ G o F r w a d “Best VIBE” Tourism Plan 2017 – 2019 ‘Best In Class Visitor In Brant Experience’ “Best VIBE” Objective: Retain & Strengthen ‘Our Space In The Marketplace’. Strategical Components: Strengthen existing visitor assets Improve the quality of the visitor experience Leverage our ‘inside market’

How Do We Execute… 12 Specified Tactics to be Completed: Expand Visitor Support & Services Across Brant Further Develop Existing Product Engage Existing Corporate Meeting/Convention Market Leverage Existing Sport Tournament Market Further Design Appropriate Product Pairing Engage Cycling Tourism

How Do We Execute… 12 Specified Tactics to be Completed (continued): Further Develop Support to Special Event Organizers Deliver a ‘Filming In Brant’ Strategy Further Support Existing Cultural Providers Appropriately Support & Promote Canada 150 Programs Continue Strategic Data Collection Continue Delivering Strategic Marketing Campaigns

W H E N AND O w In alignment with key provincial ministry, regional and local partners and stakeholders, tactics will be engaged throughout various intervals during the 3 year plan period. Each tactic will have clear performance indicators. Each tactic will be reported on regularly through the Tourism Advisory Committee and progress measured. Assessment of the Objectives and Tactics will be done annually through a Tourism Year End Review report submitted through the Tourism Advisory Committee that will also include budget considerations for the following fiscal year.

Expected Outcomes… Expected general outcome of the ‘Best VIBE’ Plan: ‘Brant Brand’ Visitor Recognition within the Marketplace At the conclusion of the 3 year ‘Best VIBE’ plan, when mentioned or identified, the County of Brant would bring to mind of the marketplace a ‘Best In Class’ destination experience; thereby generating a consistent, reliable and developed source of revenue, citizen pride and quality of life. Expected Outcomes…

2016 County of Brant Tourism Review & Go Forward Plan