REPORT TO THE COMMUNITY 2017-2018
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REPORT TO THE
COMMUNITY
2017–2018
VISION Kelowna and the region will be internationally recognized as the four-season, outdoor destination of choice in North America by 2022. MISSION To generate overnight visitor demand to economically benefit Kelowna and its neighbouring communities; 3.5 million visitors by 2022. BRAND PROMISE In Kelowna, you will explore, sip, play, and be fully centered when you find yourself surrounded by the best the Okanagan has to offer, all within easy reach.
TOURISM KELOWNA
MANDATE CONTENTS
04 President & CEO Message
To support and market the tourism destination of
06 2017–2018 Board of Directors
Kelowna and the Kelowna Metropolitan Area in
07 Strategic Plan
a sustainable manner that strengthens the local
economy and enriches the quality of life; and to 08 Kelowna & The Central Okanagan Brand
seek funding opportunities and manage funding 09 Destination Performance Indicators
for the support and marketing of tourism in Kelowna 11 Who We Are
and the Kelowna Metropolitan Area.
12 Who We Serve
13 Programs & Services
14 2017–2018 Organizational Performance
19 The Year Ahead
MESSAGE FROM THE PRESIDENT & CEO
The 2017-2018 fiscal year was pivotal for tourism in Kelowna. while opening new markets like LGBTQ2+ leisure travellers,
At the center of a rapidly growing region and changing culinary tourists, and year-round outdoor adventurers. We
markets, tourism stakeholders showed renewed optimism recognize the privilege of promoting the Okanagan Valley
to proudly service our nearly 2 million annual visitors and an and, as such, we were pleased this year to once again
eagerness to grow our $1.25 billion industry to the next level. receive international accreditation for destination marketing
Nowhere was this more evident than in the outpouring organization best practices.
of community support generated by the June 2018 opening Tourism Kelowna’s Business Development team attracts
of the new Kelowna Visitor Centre. The construction large group business to develop our four-season strategy.
project, funded by a local mortgage, a one-time provincial Along with hotel partners, we solicit multi-day meetings
grant, and private sponsorships, was completed on time and conferences to generate new economic impact during
and under budget. Its first two months of operations saw shoulder seasons. The same holds true for our major
more than 44,000 people come through the doors of the sports and events strategy, which this year saw us partner
beautiful glass and natural wood building, compared to with community organizations to host the Winn Rentals
16,000 annual visitors in the old location along the high- World Mixed Curling Championship 2018 and BreakOut
way. This exponential service expansion now has Tourism West 2018, while securing successful bids for the 2019
Kelowna on track towards our goal of assisting and influ- Skate Canada International and 2020 Memorial Cup.
encing 100,000 visitors and guests annually. Of course, this year was not without its challenges.
Lisanne Ballantyne In this Report to the Community, we invite your review Changing legislation around speculation tax, cannabis,
President & CEO of our programs and encourage your feedback. Our des- and short-term vacation rentals all affect the tourism
tination marketing initiatives generate massive advertising industry, as do issues like gas prices, highway access,
reach, high-profile travel media stories, and collaborative and downtown safety and security. Most significantly,
partner campaigns that target traditional travel consumers the impact of wildfire smoke from across the province cut
Our success is built on the foundation of a robust, representational Board of Directors providing vision and
governance; a staff contingent leading the way in sales and marketing; and close to 60 volunteers who are
the heart and soul of visitor services and Kelowna’s warm, welcoming brand promise.
4 | 2017–2018 Report to the Community
our peak summer season short, with many tourism busi-
nesses reporting decreased traffic, shortened stays, and
cancellations. Together with stakeholder-driven commu-
nications, Tourism Kelowna took immediate action and
our efforts are detailed in this report for both short-term
business recovery and long-term reputation management.
Our success over the past year would not have been
possible without the strength of collaboration among our
stakeholders, Board of Directors, industry colleagues, and
local community partners. We will continue to champion
the important work of everyone working within our dynamic
tourism industry and look forward to working with you in
the year ahead.
#exploreKelowna
Lisanne Ballantyne
President & CEO – Tourism Kelowna
Mayor Colin Basran
2017–2018 Report to the Community | 5
Executive Committee
Thom Killingsworth, Chair | Kelowna Yacht Club
Tanya Stroinig, Vice Chair | Prestige Beach House (Prestige Hotels & Resorts)
Heather Schroeter, Treasurer | Manteo Resort Waterfront Hotel & Villas
Debbie Dupasquier, Secretary | Bluestar Charters
2017-2018 Stan Martindale, Past Chair | Ramada Hotel & Conference Centre
Directors
BOARD OF DIRECTORS Katie Balkwill | Big White Ski Resort
Carla Carlson | Comfort Suites Kelowna
Strong leadership and guidance are provided to Tourism Kelowna by its
Board of Directors, representing a broad spectrum of Kelowna's tourism Sean Coward | Kelowna Hotel Motel Association
industry. These board members volunteer their time and contribute Penny Gambell | Lake Country City Council
extensive knowledge and experience to ensure the organization is
Gail Given | Kelowna City Council
accountable and performance driven.
Debra Harding | UBC Conferences & Accommodations Okanagan Campus
Patricia Leslie | Gray Monk Estate Winery
Dan Matheson | Okanagan Golf Club
David McFadden | Okanagan Lavender & Herb Farm
Nataley Nagy | Kelowna Art Gallery
Sam Samaddar | Kelowna International Airport
6 | 2017–2018 Report to the Community
STRATEGIC PLAN 2018-2022
TOP PRIORITIES OBJECTIVES KEY INITIATIVES 2022 OUTCOMES
Destination Marketing Increase October to March visitations to Leverage availability of big data to target Kelowna and area recognized as:
& Development grow annual visitor count to 3.5 million high-value leisure and business travellers • the four-season outdoor destination
of choice in North America
Scale up meetings, conferences, and Grow funding and facilities capacity for
events programs city-wide meetings and events • a premier Canadian meetings and
events host city
Expand tourism brand offerings for unique, Develop winter, culinary, sustainability, • an established sustainable tourism
year-round experiences LGBTQ2+, and Indigenous marketing destination
programs
Remarkable Visitor Increase the reach and influence of Expand service capacity at the Visitor Kelowna and area tourism sector viewed as:
Experience tourism visitor services Centre and Airport Kiosk • the model of excellence to emulate
Launch partnered brand training program for visitor services
Establish a standardized “Kelowna
Experience” service model that can be • a major driver of economic develop-
Support other DMO communities within ment in the region
replicated for other markets
services mandate area
Organizational Demonstrate the value of Tourism Kelowna Expand the scope of stakeholder and A sustainable organization, embedded in
Excellence to visitors, to stakeholders, and to the industry engagement the community as a recognized industry
communities we serve leader, improving the quality of life for
Increase the ratio of self-generated
Central Okanagan visitors and residents
revenue over public funding
Recognition for DMO best practices,
industry leadership, and benchmarking
2017–2018 Report to the Community | 7
KELOWNA & THE CENTRAL
OKANAGAN BRAND
There’s a feeling here. A vibe. A current of activity and energy. And renewal. An invigorating place with
an easy going pace. Open to anything and welcoming anyone.
This is a happening city with a fresh attitude. And a beauty that’s all natural. From sand to stone to
snow, nature is our four-season playground, offering an unparalleled balance of outdoor adventures.
A deep lake surrounded by valley mountains. Full of hand-picked flavours. A lively and local food,
wine, and craft drink scene. All grown right here.
Kelowna is a place to connect. With our land, with experiences, with others, and with yourself. A place of
possibility that helps you reset and opens you to new perspectives and opportunities.
You’re here. At the center. Surrounded by the best of the Okanagan Valley. And everything’s within
your reach.
Explore. Sip. Play. Be. Fully centered.
BRAND CHARACTER CORE ESSENCE BRAND ATTRIBUTES
Fresh Hub of the Okanagan Valley
Warm Four-Season Playground
Connected Natural Beauty
FULLY CENTERED
Energetic Freshest Flavours
Open Happening Downtown
Easy Going Choice Accommodations
8 | 2017–2018 Report to the Community
DESTINATION PERFORMANCE
INDICATORS
Economic Impact of Tourism*:
1.9 MILLION $142 MILLION GROWING HOTEL
VISITORS IN TAX REVENUES
OCCUPANCY
AVG 64.2% | SEPT 2017–AUG 2018
+1.3 YEAR OVER YEAR**
$337 MILLION $620 MILLION
VISITOR SPENDING IN TOTAL GDP
RECORD-BREAKING
AIR TRAFFIC
11,890 JOBS $1.25 BILLION OVER 2 MILLION PASSENGERS AT
TOTAL JOBS CREATED TOTAL ECONOMIC OUTPUT YLW FROM SEPT 2017–AUG 2018***
*Sources: Tourism Kelowna, 2016 Visitor Intercept Survey and Economic Impact of Tourism. InterVistas
**Source: CBRE Hotels’ Trends in the Hotel Industry National Market | ***Source: YLW statistics
Note: Results of 2018 Visitor Intercept Survey and 2018 Economic Impact of Tourism Survey to be released in 2019.
2017–2018 Report to the Community | 9
Tourism Kelowna staff toast the opening of Kelowna's new visitor centre. 10 | 2017–2018 Report to the Community
WHO WE ARE
Tourism Kelowna is the lead Destination Marketing Organization for Kelowna and the Kelowna Census Metropolitan Area, which equates geographically to the Central Okanagan
Regional District. Incorporated in 2008 as a not-for-profit society, Tourism Kelowna works in partnership with travel industry organizations, local business and economic development
agencies, over 400 tourism and hospitality businesses, and area municipalities for optimal results.
Each of our business units focuses on a specific area of Marketing & Communications Volunteer Team
specialty. We work together to market our destination to Markets Kelowna and its surrounding communities to Our outstanding team of almost 60 volunteers works hard
travellers and to provide exposure for our stakeholders to leisure travellers in key geographic markets and introduces to ensure visitors receive the customized recommenda-
these travellers, with the goal of generating positive eco- our destination to global markets through our paid, earned, tions and information they need. Our volunteers can be
nomic impact for our region. We want travellers to have and owned media efforts. Has a direct investment and found at our Kelowna Visitor Centre, Airport Information
more fun, to stay longer, and to be inspired to visit again. presence in our key geographic markets and works in Kiosk, and throughout the Central Okanagan with our
partnership with our regional, provincial, and national mobile visitor services team.
Administration
marketing organizations to reach global markets.
Oversees strategic direction, annual operating plan, and
Chris Shauf | Director of Marketing & Communications
organizational performance. Supports Board of Directors
Jennifer Widmer | Travel Media & Communication
and manages all finance and human resource areas.
Steve Small | Digital Marketing
Lisanne Ballantyne | President & CEO
Sara Correa | Marketing Programs & Research
Lauren Lander | Director of Finance
Melissa McCluskey | Social Media & Communication
Cheryl van den Bold | Executive Assistant
Business Development Visitor Experience
Promotes Kelowna and its surrounding communities as Elevates the visitor experience by delivering exceptional
a location for meetings, conferences, sports, and events. in-person customer service at our downtown Kelowna
Works in partnership with third-party planners, connecting Visitor Centre and at our Airport Information Kiosk, as well
them with our stakeholders to make their events success- as through mobile and online visitor servicing. Assists
ful and to increase opportunities for our stakeholders to travellers during the trip planning stage and when they
market to this specific segment of traveller. are in market.
Jennifer Horsnell | Director of Business Development Chris Lewis | Director of Visitor Experience Tourism Kelowna's team of volunteers provided
& Destination Development Morgan Hunter | Visitor Experience, Operations over 6,000 hours of service last year.
Harvey Hubball | Business Development, Sports & Events
Julia Garner | Business Development
2017–2018 Report to the Community | 11Visitor Profiles*
WHO WE
Repeat Visit
First-Time Visit
39%
SERVE
61% Our primary purpose is to draw visitors to our destination,
to enhance their experience while they are here, and to
create repeat visitors who will become advocates for
Kelowna and its surrounding communities, recommending
our destination to their friends, family, and colleagues.
Travel for
Business &
Conventions Stakeholders
9%
All tourism businesses and organizations in the Kelowna
Census Metropolitan Area are automatically stakeholders
with Tourism Kelowna without paying a membership fee.
Travel Currently, more than 400 tourism businesses and organiza-
for Leisure
tions participate in Tourism Kelowna’s advertising programs.
Travel to 59%
Visit Family
& Friends
32% Tourism Industry & Local Community
We work in conjunction with regional and provincial
tourism associations to generate inbound travel, thereby
increasing the economic benefit for area tourism businesses,
our city, and its surrounding communities.
International
Visitor Visitors
12%
3 VISITORS Through our Kelowna Visitor Centre, Airport Information
Kiosk, and our online and mobile visitor services, our team
AVERAGE PARTY SIZE
is dedicated to delivering an outstanding experience to the
Visitor
almost 2 million visitors that travel to our region each year.
$1,370 Visitor
from Canada
82%
AVERAGE PARTY EXPENDITURE from USA
5% *Sources: Tourism Kelowna, 2016 Visitor Intercept Survey and Economic
Impact of Tourism. InterVistas
6.7 NIGHTS
AVERAGE LENGTH OF STAY
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winemakers pour their wines and share their stories.
WOOD
LAKE RD
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artisans of fine brews, ciders, and spiri
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knowledgeable proprietors, dedicated hosts, and award-winning
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BEMROSE RD
BELGO RD
Shannon Lake PION
CASORSO RD
landscapes to farms and agri-related sit wine trails. Be pleasantly surprised as you travel through vineyards,
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gneiss, offer some of Canada's best bouldering.
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sales. We offer a variety of programs and services to expose businesses to the millions of leisure, business, and group
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ST
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Stephens Coyote Ridge 10 Service Road
DR
VISITORS’ GUIDE
5
WESTSIDE RD
13 ER AY No Vehicle
W
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5 N AG Access (10 km)
TA ER Primary access/parking: Lakeshore Road
97 HIKING & BIKING SUGGESTED START ET Halfway Bay
13 Kathleen M 252 Acres
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our destination and provides inspiration to visit through advertising, travel-oriented editorial, promotions, and direct
Lebanon Rattlesnake
NTO
Sutherland Bay
W E S T K E LO W N A I W E S T B A N K F I R S T N AT I O N
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N PL
IL
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Okanagan Mountain 1.7 km | Climb: 125 m 2.45 km | Climb: 16 m
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Provincial Park
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Royal View Cove GOODE'S BASIN MOUNTAIN GOAT
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27,275 Acres
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BAY AVE N OR IN 4 WILD HORSE CANYON N 10 BOULDER
As the lead Destination Marketing Organization for the Central Okanagan, Tourism Kelowna builds awareness of
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2018
LA K P L IG Squally Point Lake
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Airport 8.9 km | Climb: 251 m 5.8 km | Climb: 467 m
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2018
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SWIMMING
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ey,BC
PARKING 8 5 11 GOODE'S CREEK
HARTMAN RD
ST
RE
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Swamp 1.3 km | Climb: -164 m .9 km | Climb: 30 m
Cree
A diversity of trails for biking and hiking just minutes from downtown Kelowna. | Primary access/parking: Knox Mountain Drive
RD
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MO
BUOYS WASHROOMS
12
Buchan Bay 6 COMMANDO BAY 12 WILDHORSE CANYON S
EN
LOCAL FLAVOURS WINE TRAILS
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LAKE RD
2.3 km | Climb: -217 m
WE
14.9 km | Climb: 1,056 m
GL
DOGS ON LEASH WHEELCHAIR ACCESSIBLE 1 PAUL'S TOMB 5 KATHLEEN LAKE 9 SIMPSON 13 SHALE
2.7 km | Climb: 102 m 2 km | Climb: 40 m .6 km | Climb: 42 m 1.9 km | Climb: 238 m MM
Mill
Commando Bay 7
CHUTE
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DOGS OFF LEASH ROCK CLIMBING 2 PAVILLION 6 CAMELOT 10 FRONT SIDE CONNECTOR 14 CLIFTON RIDGELINE Chute
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N SE
Lake
1.2 km | Climb: 65 m .3 km | Climb: 7 m .8 km | Climb: 17 m .9 km | Climb 50 m A pristine park featuring ponds, grasslands, and coyotes too.
KVR TRESTLE STEEP GRADE MO UNT 12
T ST
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R EE K R
Primary access/parking: Wergner Road
KVR TUNNEL STAIRS .5 km | Climb: 8 m 2.8 km | Climb: 262 m .55 km | Climb: 44 m 1.05 km | Climb 176 m
4 MAGIC ESTATES 8 LOWER APEX 12 BALSOM ROOT BLUFF 16 BALSOM ROCK Le 1 TO LIGHTBLUE LAKE 2 TO SWAMP
LEATHEAD RD
.5 km | Climb: 33 m 1.3 km | Climb: 89 m 1.6 km | Climb 86 m .16 km | Climb -33 m 3.9 km | Climb: 219 m .75 km | Climb: 25 m 12 0 0.5km 1km
ba
Please note, the maps in this guide are not for navigational purposes. n on UBC
Distances are approximate and one way, unless the trail is noted as a loop.
RD
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Opening Mid-2018 33
IF T
UN
PROGRAMS & SERVICES
WATER ST
IO
RICHTER ST
BERNARD AVE
GORDON
ETHEL ST
N
CL
RD
Lebanon
LEON AVE Lake
OLD VERNON RD
DILWORTH DR
97 Paul’s Tomb
ZIPRICK RD
HARVEY AVE
PA
H O RIZ 97
N
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GERTSMAR RD
N DR Orchard Park
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RUTLAND RD S
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RD
Benn SEXSMITH RD OLD VERNON RD
ST
SPRINGFIELD RD
CADDER AVE
HOLLYWOOD RD
NA
RD
Raymer Bay William R Brandt’s Creek
L
SPRINGFIELD RD TEASDALE RD
EE
D
Regional Park Linear Park
EL
R
SK
CORNISH RD
PB
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HOL
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RD
MO
CA
IN
LY W
RD
EN
MOYER RD
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RD
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33
TER ST
Kelowna
WESTSIDE RD
UTLAND RD N
RD
VO2017-2018 ORGANIZATIONAL PERFORMANCE
STAKEHOLDER
PROGRAMS
Providing value to our stakeholders through the programs we offer
is vital to our success. Active participants in our entry-level program,
the Necessities Advertising Package (NAP), grew by 12% in 2017-2018.
Having fully-subscribed programs demonstrates our stakeholders’
12 GOLF PROGRAM
PARTNERS confidence in the work we do to support their businesses and speaks
to the value our programs provide.
• Active NAP Holders: 405
• Golf Program Partners: 12
• Wine Trails Partners: 29
• Local Flavours Partners: 41
• Meetings & Conferences Partners: 25
• Airport Racking Participants: 149
• Visitor Centre Digital Advertising Partners: 11
29 WINE TRAILS
PARTNERS
"I wanted to thank you and your team for doing such a great
job of providing resources and messaging that can help us
with responding to our guests about fire smoke. The most
recent update you sent out with the #RealTimeKelowna
and the link to the webcam was fantastic.”
KRIS JOHNSON, SALES AND MARKETING MANAGER
EXPERIENCE WINE TOURS OKANAGAN
405 ACTIVE NAP
HOLDERS 41 LOCAL FLAVOURS
PARTNERS
14 | 2017–2018 Report to the CommunityWildfire MARKETING &
Response COMMUNICATIONS
The past year saw strong growth in our marketing and communications efforts, while also
In August, when faced with smoke from wildfires and air presenting some challenges due to weather-related events. Our marketing efforts put
quality advisories, our team responded immediately and
Kelowna and the Central Okanagan, and its brand, directly in front of more consumers for
activated our communication response plan where we:
their consideration.
• Worked directly with local, provincial, and national
news media to provide updates and balanced
59% 3%
coverage on weather conditions and their effect
on tourism.
• Kept in close contact with local tourism businesses, Hosted 46 travel media Over 1.85 million
providing updates and key messages to help them +4%: 61,428 followers page views
respond to traveller questions.
• Provided reliable information to travellers to help
them make informed travel decisions.
113%
Generated $287,000
• Installed a live streaming webcam at our Kelowna in value-added media
Visitor Centre so travellers could monitor +29%: 29,063 followers
current conditions.
• Initiated the #RealTimeKelowna social media
campaign to share accurate content. 25% 7%
Generated nearly
Since then, we've introduced or enhanced four key efforts 100,000 million +6%: 15,430 followers Over 786,000
to rebound quickly and strongly: advertising impressions unique website sessions
1. Strengthened our fall consumer marketing campaign.
2. Launched a short-term recovery campaign through
Expedia to increase Kelowna accommodations'
occupancy.
3. Partnered with Destination British Columbia, the
Thompson Okanagan Tourism Association, and other
Okanagan communities on a reputation management
campaign.
4. Strengthened our long-term, four-season destination
marketing strategy.
2017–2018 Report to the Community | 15BUSINESS DEVELOPMENT
Meetings and Conferences Sports and Events
To support our four-season visitation strategy this year, our team focused on third-party Major events and sports continue to grow as a primary driver of new, shoulder-season
meeting planners and concentrated efforts in the Seattle market, which is a new area of visitation. This year, we worked with the City of Kelowna and community partners to
growth. The Alberta market remains strong; however, declines in total leads and room secure new events and new economic impact.
nights were due in part to a downturn in the Toronto market. • Events secured:
• Piloted a new project with a local technology company to generate o The Winn Rentals World Mixed Curling Championship 2018; economic
additional group travel. impact study conducted in October 2018.
• Key partner in the collective, communities-led bid securing the o 2019 Skate Canada International; forecasting 1,700+ room nights,
2019 International Indigenous Tourism Conference for Kelowna. $3 million in economic impact.
• Total meetings & conferences leads: 120 (-9%) o 2020 Memorial Cup Presented by KIA; forecasting 4,500 room nights,
• Lead room nights: 26,878 (-12%) $12-$15 million in economic impact.
• Tradeshows/events attended: 10 (+11%) • Events supported:
• Number of sales appointments: 200 (+156%) o BreakOut West 2018
• Total sports & events leads: 28 (+8%)
• Lead room nights: 15,175 (+45%)
“The team members at Tourism Kelowna are true professionals. They
are resourceful, supportive partners who are extremely knowledgeable
about the wonderful city they represent and make us and our clients
excited to be able to bring meetings and events to Kelowna!”
JODI MCCULLOCH, DIRECTOR, GLOBAL ACCOUNTS
STRATEGIC SITE SELECTION
16 | 2017–2018 Report to the CommunityYou can also read
