DECEMBER 20, 2011 Page 1 of 34 5 a - CC Dec. 20th, 2011 WEAVING FAMILY INTO COMMUNITY A request for transitional funding of $75K from Presented by board members: Middlesex County Mark Williams & Marilyn Bach
DECEMBER 20, 2011 Page 2 of 34 5 a - CC Who We Are: Tourism Middlesex is responsible for developing tourism within Middlesex County. The community based independent board of directors is focused on the rural tourism opportunities for the municipalities of North Middlesex, Adelaide Metcalfe, Lucan Biddulph, Middlesex Center, Newbury, Southwest Middlesex, Strathroy-Caradoc, and Thames Center. Our Vision: Tourism Middlesex is committed to attracting fun-loving families, and friends, couples and retired roamers to our area. Through local and regional initiatives Tourism Middlesex will ensure that Middlesex County will be recognized as a destination on par with other tourism organizations that attract and provide visitors with a value added tourism experience.
DECEMBER 20, 2011 Page 3 of 34 5 a - CC Without Transitional Tourism Middlesex will cease Funding by to exist and Middlesex County will lose the opportunity of becoming March 31st, recognized as a choice visitor 2012. DESTINATION . (Rather then a stop along the way)
DECEMBER 20, 2011 Page 4 of 34 5 a - CC Tourism Exists in Middlesex County: 3388 Visits to Middlesex County for the event LOCATION OF DOORS OPEN MIDDLESEX VISITORS Outside of Both MIDDLESEX Middlesex and COUNTY London LONDON
DECEMBER 20, 2011 Page 5 of 34 5 a - CC Other County Stats (we have them) PEOPLE ATT TTENDA ENDANCE NCE FOR R 201 011 2,000 Dodge RAM Rodeo The Donnybrook 2,300 Fiddle and Step 4,500 Dorchester Fair 6,000 Strathroy Turkey Fest 40,000 Delaware Speedway (NASCA ASCAR R ONTARI ARIO O PROVINCIA INCIAL CHAMP MPIO IONSHI SHIP) P) 54,800 TOTAL (captured to date)
DECEMBER 20, 2011 Page 6 of 34 5 a - CC The Solution: PHASE 1: (2012 through 2013) Tourism Middlesex will introduce a pay to play strategy for tourism partners Tourism Middlesex will initiate a Tourism Advisory Group The Advisory Group will assist in the development of a Tourism Association PHASE 2: ( 2014 and on…) Subsequently, Tourism Middlesex would introduce a membership-based organization in three years time that would be sustainable with minimal funding from the county.
DECEMBER 20, 2011 Page 7 of 34 5 a - CC The Communication Strategy: A Targeted Integrated Marketing solution that takes into account a consistent message to the relevant target audience regardless of the promotional method. Advertising Method: • Print: newspaper, magazine • Broadcast: TV ads, radio spots, videos • Brochures: mailers, general & event specific • Other print: posters, buttons, flyers • Digital: websites, web portals, social media General Public Relations Plan: • Media Kit: brochure, photo, article • Press Release: general, event specific, crisis • Sponsorship: events, contests, community, culture, entertainment, activities • Photographs: posters, city, people, demand generators • Interviews: in person and pre-recorded
DECEMBER 20, 2011 Page 8 of 34 5 a - CC Value Proposition: A differentiated strategy targeting primarily young fun-loving families and friends , as well as couples and retired roamers to our area. Benefits: • more effective focused communication • fiscally responsible , because it’s not targeted to everyone everywhere • a tactical focus is more manageable for the tourism team providing care to details and continuity of products and services • fosters long term recognition and tradition with visitors once the branded destination experience is reinforced • we are creating further incentives via packages based on our demand generators such as: Agri-Tourism, Auto Racing, Culture, and Heritage
DECEMBER 20, 2011 Page 9 of 34 5 a - CC Market Potential: There were 12,437,500 households reported in the 2006 Canadian Census Primary Market: Families: 15% of Canadian Households Heads of Households with children <18 Secondary Market: Retired Roamers : 13% of Canadian Households Married/Co-habitating, no Children Incomes $100k+ and/or financial assets $250k+ Source: Michael Adams presentation at the 7th annual Ontario Tourism Summit namely, Transcending the Chaos: Tourism in a Time of Turbulence
DECEMBER 20, 2011 Page 10 of 34 5 a - CC In the Works: Hosted by Tourism Middlesex, February 2012 WAR of 1812: BATTLE OF LONGWOODS
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DECEMBER 20, 2011 Page 31 of 34 5 a - CC TOURISM MIDDLESEX PROPOSED TWO YEAR BUDGET Apr 1, 2012 - Apr. 1, 2013 - Mar 31, 2013 Mar 31, 2014 REVENUE Ontario Trillium Foundation 75,000 75,000 County of Middlesex 75,000 75,000 Product Revenue 5,000 5,000 Membership Revenue - - Other potential Revenue Total Revenue 155,000 155,000 ORGANIZATIONAL EXPENSES Human Resource Expenses (3 full time staff) Total Wages 103,103 103,103 Mandatory Payroll Benefits, WSIB & Vac. Pay 6,703 6,703 Casual Labour 200 200 Employee Travel Expenses 2,100 2,100 Professional Development Expense 2,000 2,000 Sub-Total Human Resource 114,106 114,106 Professional Fees IT/Consulting Fees & Expense 2,400 2,400 Accounting & Audit Fees 2,750 2,750 Sub-Total Professional Fees 5,150 5,150 Operational Expenses Rent 8,000 8,000 Insurance 5,000 5,000 Telephone & Internet 2,400 2,400 Bank Service Charges & Interest Exp 150 150 Postage 1,000 1,000 Printing 2,500 2,500 Office Supplies 2,400 2,400 Advertising & Promotion 11,794 11,794 Membership Fees 1,500 1,500 Meetings Expense 750 750 Website Domain & Hosting 250 250 Sub-Total Operational 35,744 35,744 Total Organizational Expenses 155,000 155,00 November 2011
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