The Sooke Destination Framework Project: Why are we here? The MOU • CONSIDERING that Royal Roads University is committed to the development of a Sooke Destination Framework Project; and • CONSIDERING that the District of Sooke is committed to participating in the development of a Sooke Destination Framework Project, as developed by the students of TRMN503; and • RECOGNIZING that a Memorandum of Understanding would be of mutual benefit and serve to establish enduring ties between the two institutions-------.
Tourism Framework: Going forward---: Sooke Council Presentation highlights ‘A great place to live is a great place to visit’ • Vision • Sense of place ’ • Brand • Amenities • Recommendations
Developing the Vision VISION: What is Sooke? – What are the current tourism assets? – What is it missing? – What are the wishes of residents and First Nations? – Does the vision fit with existing businesses?
What does Sooke have? • A strong Sense of Place! Resources and amenities: • • From the Sea: seaweed and seafood • From the Woods: Mushrooms, Extracts from plants, beeswax etc. • From the farm: Various of flowers, vegetables, natural ingredients • Natural: • Town center cosmetic shop • Cultural: • Fine Arts Show • Symphony • Town center cultural handicraft shops • Museum and visitors centre. • Festivals
• The demand for new tourism activities is high for Sooke- a possibility for new development. Source: Tourism Victoria Exit Surveys (October 2013)
Return Visitors • Fully Independent • Travelers Locals • Travelers who stay • longer
Squamish is not programmed, like Whistler and other “manufactured” destinations. It’s an unscripted “organic” atmosphere - in business and in life. It’s a great place for new beginnings and to try new things. (Squamish Action Plan, 2013, 12) Use of Anchor Tenants • Letting Locals Tell their Stories • The Very Best of Sooke (Local & Tourists ● Perspective) Community Wide Customer Service • Program Marketing Presence ●
TOFINO – EXAMPLE OF WHAT TO DO RIGHT Tourism Tofino – branding. Only • positive cues. Not associated with police or refuse • disposal. A destination brand that is known • world-wide Destination Management Office • ( through the Resort Municipality Tax) Tofino worked with local population to • gain an understanding of wants and needs – filtered though council for final decision Parking – was a main concern. • City Scaping and work with • Government to fix the issue
An inbound example: Culinary Experience for Chinese Tourists Chinese Market Travel Chinese New Year Summer school vacation Time (winter, Jan.-Feb.) Target Fully Independent Students Market Travelers (FIT) Fishing Agriculture learning • • Package Farm Language learning • • Local restaurant Normal package for • • tasting parents of students Handcrafts shopping studying in BC. •
The Sooke Brand Personality Attributes Vision Benefits Brand Value Position Adapted from http://thumbs.dreamstime.com/z/brand-value-business-diagram-13330679.jpg
Citta ttaslow – a gre reat w way t to live ve • A different way of development, based on the improving of life quality • Main goal of cittaslow, was and still is today, to enlarge the philosophy of Slow Food to local communities and to government of towns, applying the concepts of ecogastronomy at practice of everyday life. • Characterized by authenticity of products and good food, rich of fascinating craft traditions of valuable works of art, squares, theaters, shops, cafés, restaurants, places of the spirit and unspoiled landscapes, and spontaneity Source: http://www.cittaslow.org Source: www.cityofvancouver.us
Design 1.Theme the experience 2.Harmonize impressions with positive cues 3.Mix in memorabilia Artists and boutiques. Giving a reason Source: to “shop” in Sooke www.parkcityrestaurants.com 4.Engage all five senses. Farmer’s market, fish monger, sights, smells and shopping, brew pub Capitalize on Mountain Biking, Surfing, trail running, festivals and events! Source:
Waterfront Design Natural nautical ideas theme utilizing the elements found in and around Sooke for an eclectic waterfront feel. Water access for kayaks and smaller boats Source: Source: www.fiantha.deviant.com www.inhabitat.com Aqua style bus joining Source: Source: East Sooke and Sooke. www.petleyjones.com www.seattlebydesign.co A service for locals m and tourists. Vancouver – utilizes the local business and tourist attraction Victoria – Tourist attraction
Renewable Energy Opportunities • Job opportunities • Revenue increase • Draw other businesses Source:www.bls.gov Source:www.processindustryf rum.com coming in – ( Educational & Foodies). Source:www.biomassinn ovation.ca Source:www.tidalenergyltd.com
Brewpub design ideas Large Open Spaces & Industrial Design Natural West Coast Theme Source: www.colonelbeer.com Source: www.inhabitat.com Source: www.slabdesign.com
Other Development Opportunities Local Cultural: Natural Resources: Fine Arts Show Map access to local resources Build up more arts & handicraft Build up sustainable workshops, suppliers and buyers chain Build wedding /honeymoon Create landscape- based destination events and festivals Create more cultural and sports Handicraft workshops: events and festivals Beauty and Spa Mountain biking! Natural cosmetic class Promote as a foodie destination Fitness and recreation Handicraft workshops- Painting, Food cultural class Wood or Clay etc.
Recommendations Name the downtown! Build the Sooke Brand • Opportunities for families- market, shops, playground • Downtown investment strategy! • Densify the downtown- build places for residents first! • Build a medical dental center (X-ray, etc.) • Develop governance structure for tourism- • Develop tourism economic development strategy • Provide alternative transportation, perimeter parking • Link downtown cycling to the Galloping Goose! • Develop educational tourism opportunities • Promote retirement living in Sooke. • A build a ‘Coalition of the willing!’ •
Thank You! School of Tourism & Hospitality
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