January 2018 Community GROW THE COAST Sessions S TRATEGIC R EGIONAL T OURISM P LAN 1 Photos supplied by North Cape Coastal Tourism Area Partnership
GROW THE COAST Introduction • This document includes the slides presented to the participants of the Community Sessions held in three locations throughout the region (Abrams Village, Mill River, Summerside). • The slides related to “what we heard so far” were based on site visits and consultations with people throughout the region held in the fall of 2017 as well as discussions with the Grow The Coast Working Committee. The intent was to gather additional information from regional stakeholders during the Community Sessions. • Information (e.g., additional assets) shared by participants has been added to the slides. • Please note the correction on slide 19. Annual occupancy: 3 star (50.6%); 4 star (44.7%); 3.5 star (41.0%) based on room nights sold and available • Slide 25 has been added based on participant questions about visitor demographics and comparisons with other regions. • DISCLAIMER: the primary features provided on the slides are based on discussions with stakeholders throughout the region and do not include everything within the region 2
GROW THE COAST Welcome 3
GROW THE COAST Overview • Strategic Regional Tourism Plan – What are we doing? • Key Themes and Potential goals – What we have heard to-date • Breakout Group Discussions • Next Steps 4
GROW THE COAST Strategic Regional Tourism Plan Overview • A strategic tourism plan for North Cape Coastal Drive • Prepared based on feedback from industry, business, community and government leaders • Action-oriented focus for the next 3 to 5 years • With a focus on experiential product development • Led by North Cape Coastal Tourism Area Partnership • STAR (Strategic Tourism Areas and Region) process funded by Tourism Atlantic (ACOA) and Province/Tourism PEI 5
GROW THE COAST Strategic Regional Tourism Plan Working Committee • Jeannita Bernard (Chair) Observers • Alex Clark • Mitch Shea • Amanda Barlow • Shelley Clark • Anne Arsenault • Janet Wood • Eric Wagner • Jamie Thomas • Jeff Noye • Moyna Matheson • Scott Smith • Mitchell Rennie 6
GROW THE COAST Strategic Regional Tourism Plan Why do we need this plan? • Build on strengths and define gaps • Define a clear shared vision for regional tourism • Create a roadmap to work towards that vision • Support growth and sustainability of regional tourism • Encourage and support each other • Align our priorities with province-wide tourism strategy 7
GROW THE COAST Our Process to Develop and Implement this Plan STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 STAGE 6 STAGE 7 STAR Start Up Introduction Visioning, Regional Draft Plan Final Plan and Follow-Up and Regional to STAR and Bench- Consultations Presentation Implement- and Interim Research Site Visit marking and (April) and Capacity ation (June Reporting (September (Nov – Feb) Idea Building onward) (November to December) Generation Session 2018 and (March) Launch (May) April 2019) • Preparation • Community • Online survey • Regional • Draft Strategic • Final plan • November Meetings in Tourism Survey Regional Tourism approved and 2018 Interim • Research • Stakeholder 4 Areas (Jan) Plan received report and Session #2 • Coffee • Working capacity • Regional Tourism (March 21 st )* shop/informal • Stakeholder • Implementation Committee building Inventory discussions/ Session #3 - focus • Summary and communications Presentation of • April 2019 final • Stakeholder Communications • Summary and Draft Plan (End report Session #1 • Summary and Communications of May) (Feb 21st)* communications • Summary and • Summary and communications Communications 8
GROW THE COAST Strategic Regional Tourism Plan What does this mean to you? • Your feedback today • Actively participate in Stakeholder Sessions (February 21st and March 21 st ) • Provide feedback through online survey, email, other communications • Presentation of final plan (end of May) • Work together on implementation • November 2018 and April 2019 check-ins 9
GROW THE COAST Strategic Regional Tourism Plan Today’s Objectives • Talk about tourism in the region • Receive your feedback • Explore strengths and assets, opportunities, challenges, gaps • Prepare for upcoming Stakeholder Session #1 (February 21 st ) 10
W HAT WE HEARD ( SO FAR ) 11
GROW THE COAST Themes – What We Heard So Far… • Work together as a region towards a similar goal – from Summerside to North Cape and everything in-between • ‘Raise the Bar’ for the tourism experience • More programming to support strategic infrastructure that is already in place including rich local experiences that meet and exceed visitor expectations • Incentives for visitors to stay in the region for more than one night through more events, experiential tourism and providing more options to visitors • Increased awareness, marketing, packaging/itineraries to showcase what visitors can do • Define our uniqueness (value proposition) and create a sense of place • Build tourism community commitment and buy-in that supports growth, investment and greater awareness 12
GROW THE COAST Potential Goals to be included in the Plan What we heard so far 1. Increase overnight visitation/extend length of stay (become a destination) 2. Increase spending in the region 3. Extend season (e.g., June/October ?) 4. Increase awareness/perception of tourism in the region (including by locals) To do this we need to focus on the visitor and what they are looking for 13
GROW THE COAST Visitation: PEI, NCCD & Summerside % of PEI Visitors % of PEI Visitor NCCD Summerside % Year PEI Visitation % Change % Change Who Visited Who Visited Visitation Visitation Change NCCD Summerside 2017* 1,559,184 5.0% 332,896 2.4% 21.4% 593,362 3.2% 38.1% 2016 1,484,536 5.3% 324,998 6.6% 21.9% 574,706 6.5% 38.7% 2015 1,410,316 5.9% 304,999 7.6% 21.6% 539,438 6.9% 38.2% *NCCD figures exclude Summerside *Forecast based on ED&T Value and Volume Model. Subject to change Source: ED&T Value and Volume Model, 2007/08, 2012, 2014 Exit Surveys.
GROW THE COAST Increase Overnight Stays Current Situation (2014 Exit Survey) % of PEI Overnight Parties who Stayed North Cape Summerside Green Gables Red Sands Points East Greater Coastal Shore Shore Coastal Charlottetown Jan-Apr 7.5% 22.3% 4.5% 5.2% 5.2% 55.4% May-Jun 4.9% 8.5% 34.7% 4.4% 11.3% 36.2% Jul-Aug 7.5% 7.4% 38.8% 6.8% 14.5% 24.9% Sep-Oct 8.4% 10.1% 31.7% 4.6% 17.1% 28.1% Nov-Dec 8.1% 13.7% 6.2% 5.4% 16.7% 49.9% TOTAL 7.4% 10.2% 30.8% 5.8% 13.7% 32.1% 15 Source: Economic Development and Tourism, 2014 Exit Survey
GROW THE COAST Accommodations (What we heard so far) • Insufficient accommodations for events is a challenge including during peak season (sport tourism, large upcoming events) • Need to consider accommodations within the region vs. local community • Current investment in Mill River Experience described as a real asset • Ocean View Resort and Spa, higher price point targeted at international market (do we have the right products to support this market?) • Additional reinvestment needed – more information is required • 80% of accommodations property is North Cape Coastal Drive are rated (QTS) • Occupancy rates higher for quality accommodations • People were surprised to see low occupancy levels in July and August especially • Market needs must be considered and specifically, interest in 3.5 and beyond star ratings • Financially viable solution required (e.g., cottages, campgrounds, Airbnb) 16
GROW THE COAST Accommodations Occupancy in NCCD (Including Summerside) NCCD Number of Room Nights Available by STAR Rating 210,000 • 38.2% increase in 3 and 3.5 star 3.5 Star Ratings 200,000 rating rooms available 190,000 180,000 170,000 • 73.9% decline in number of 4 and 160,000 150,000 4.5 star rooms available 140,000 130,000 • 75.6% decline in 2.5 and below 120,000 110,000 star rooms available 100,000 90,000 80,000 • 265% increase in number of 70,000 60,000 unrated (almost 3,500 to approx. 5 Star Ratings 2.5 Star Ratings 50,000 12,750) 40,000 2 Star Ratings 30,000 Unrated 20,000 10,000 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Unrated 1 1.5 2 2.5 3 3.5 4 4.5 5 Source: PEI Accommodations Review by Canada Select Star-Rating, Province of Prince Edward Island, January 2018 17
GROW THE COAST Accommodations Occupancy in NCCD (Including Summerside) NCCD Number of Rooms Sold by STAR Rating 90,000 • 81.7% increase in 3 and 3.5 star 3.5 Star Ratings rating rooms sold 80,000 70,000 • 77.4% decline in number of 4 and 4.5 star rooms sold 60,000 50,000 • 76.3% decline in 2.5 and below star 40,000 rooms sold 2.5 Star Ratings 30,000 • 276% increase in number of unrated 20,000 (almost 900 to approx. 3,300) 3 Star Ratings 10,000 Unrated • Annual occupancy: 3 star (50.6%); 0 4 star (44.7%); 3.5 star (41.0%) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Unrated 1 1.5 2 2.5 3 3.5 4 4.5 5 Source: PEI Accommodations Review by Canada Select Star-Rating, Province of Prince Edward Island, January 2018 18
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