Newfoundland and Labrador Product Development Strategy

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- 115-o Exhibit 7What Does ‘Culture’ Embrace?Cultural Heritageo Historic Siteso Museumso Interpretationo Archaeological siteso Ethnic – e.g Dorset, Beothuk, Maritime Archaic, Innu, Inuit, Acadian, Metis, Mi’Kmaq, Europeano Genealogyo Heritage communities/districtso Lifestyles – e.g. Outports, Entertainment, Cuisine (incl. jam making, recipes, berry picking etc.;)Culture and the Artso Performing Arts – Professionalo Theatreo Danceo MusicoooPerforming Arts – Community-basedo Theatreo Danceo MusicCultural Performanceso Soirees & Timeso Mummeringo Re-enactments/moving theatreo Variety showso Pageantso Storytelling and literary eventso Kitchen partiesVisual Artso Drawingo Paintingo Print makingo Sculptingo Photographyo GraphicsArtisans/Craftso Craft demonstrationso Econo-museumso Boatbuilding and other traditional activitiesOtherso Festivals and Events, including sporting eventso Living Interpretationo Specialty Tours, Exhibitions and Learningo Literary Arts – writing, poetry, bookso Films/Multi-mediaTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
- 116-o Kitchen partieso Cuisine,o Local customs,o Packaged tours around cultural and heritage themes, e.g. theatre, craftmaking,archaeology, etc.,o Crafts, books, music/recordings, art, films/videos,o Aboriginal experiences, ando Celebrations by Acadian and other ethnic groups.o A key advantage of many cultural and heritage tourism products is that they can deliverhigh quality experiences year round, without the dependence on seasons or fine weatherthat limits certain other products.Transforming ‘Cultural’ into ‘Cultural Tourism Products’The province has a wide selection of cultural and heritage offerings across the province. Someare successful and appear to be fully ‘tourism-ready’, including the Gros Morne Festival inShallow Bay, Trinity Pageant and Spirit of Newfoundland Productions in St. John’s.Some are ‘emerging’ with plans in place to grow their role in tourism. Others are undevelopedin terms of a tourist offering, but have potential.Many are badly in need of rejuvenation and most are challenged in terms of sustainability.Transforming ‘cultural’ into successful cultural and heritage tourism attractions, events andprograms requires the addition of a number of important things, including:o Programming enhancements to connect with visitors who are unfamiliar with the contextof the programming and need more explanation and interpretationo A marketing program directed at tourism marketso Advance information services (1year plus) via a website, collateral, a 1-800 number, etc.o A system of advance reservations and ticketingo Business practices to deal with tour operatorso Group handling and seating arrangementso The provision of on-site information and assistance for visitors, ando Packages for visitors, with accommodations, interpretive materials, etc.From the artistic perspective, it is important that creativity be allowed to flow. There isresponsibility on both sides to create the right fit. Effective communication is required betweenthe tourism, arts and culture sectors to ensure there is a shared vision of what is realistic andpractical from a tourism perspective, while at the same time protecting cultural integrity andcreative expression.These considerations need to be applied to both professional and community-based products.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
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Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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The Top Ten Conclusions (continued)
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Section 1IntroductionTHE ECONOMIC P
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- 2 -Objectives and Scope of the St
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- 4 -" Preparation of several backg
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- 5 -Section 2Newfoundland and Labr
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- 7 -There are expectations that th
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- 9 -A recent National Geographic T
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- 11-“changes to exchange rates a
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- 13-• Family (41%)• Learning (
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Section 3Situational AnalysisTHE EC
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- 16 -o Outdoor activities availabl
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- 18 -The province’s tourism prod
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- 20 -Market perspectives on Newfou
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- 22 -o Transportation to and from
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- 24 -Exhibit 1Satisfaction Levels
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- 26 -RoofedAccommodationsSupply of
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- 28 -Nova Scotia and Prince Edward
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- 30 -Hotel/Motel Occupancy by Star
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- 32 -o There are examples of rooms
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- 34 -pricing, rate structures, dis
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- 36 -A few participants reported s
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- 38 -Exhibit 2Extent to which Acco
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- 40 -Clearly the vast majority of
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- 42 -o Growing use of upscale B&Bs
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- 44 -o Not enough 4 star plus prop
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- 46 -As illustrated in thegraph, t
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- 48 -campsite. The rate for sites
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- 50 -o There appears to be an incr
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- 52 -A niche market within the rec
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- 54 -Argentia facility closes at t
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- 56 -expressed views concerned sig
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- 58 -The Department of Tourism, Cu
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- 60 -the province was about 48% hi
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- 62 -A related issue is recreation
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- 64 -HNL also offers a wide range
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- 66 -" Its core programs include:-
Page 86 and 87: - 68 -Federal Government ProgramsAt
Page 88 and 89: - 70 -The tourism industry in Newfo
Page 90 and 91: Section 4Product Development Initia
Page 92 and 93: - 73 -Key Issues/Opportunities/Chal
Page 94 and 95: - 75 -Key Issues/ Opportunities/ Ch
Page 96 and 97: - 77 -o Product Committee scans cur
Page 98 and 99: - 79 -o Development of mutual respe
Page 100 and 101: - 81 -The province has recently int
Page 102 and 103: - 83 -One of the signature areas id
Page 104 and 105: - 85 -o Ontario’s Product Allianc
Page 106 and 107: Section 5Overall Strategic Approach
Page 108 and 109: - 88-This is not to suggest that we
Page 110 and 111: - 90-Newfoundland’s major tourist
Page 112 and 113: - 92-Federal government:o National
Page 114 and 115: - 94-The approach focuses on buildi
Page 116 and 117: - 96-on its investment. The $300 mi
Page 118 and 119: Section 6Strengthening and Building
Page 120 and 121: - 99 -Demand Influencers - Natural
Page 122 and 123: Exhibit 4Evaluation of Attractions,
Page 124 and 125: - 103-Top Priority Influencers (10
Page 126 and 127: - 105-Exhibit 5Rating of Potential
Page 128 and 129: - 107-Based on this evaluation, act
Page 130 and 131: - 109-o Staging a spring or fall ev
Page 132 and 133: - 111-1. Develop pricing ‘tools
Page 134 and 135: - 113-Cultural and Heritage Attract
Page 138 and 139: - 117-There are always risks in con
Page 140 and 141: - 119-Aboriginal and Acadian Cultur
Page 142 and 143: - 121-Criteria for SupportThe kinds
Page 144 and 145: - 123-Other Provincial Initiatives
Page 146 and 147: - 125-The question arises, however,
Page 148 and 149: - 127-Provincial/Regional Itinerari
Page 150 and 151: - 129-o A serious shortage of renta
Page 152 and 153: - 131-This is another sector of the
Page 154 and 155: - 133-Walking and hiking is one of
Page 156 and 157: - 135-The Green Bay Trail Guide pro
Page 158 and 159: - 137-get them developed. We have n
Page 160 and 161: - 138 -Section 7Strengthening and B
Page 163: - 140 -Established Destination Area
Page 166 and 167: - 143 -Some suggestions:o Build on
Page 168 and 169: - 144 -Section 8Strengthening Touri
Page 170 and 171: - 146 -Currently established servic
Page 172 and 173: - 148 -o The absence of Provincial
Page 174 and 175: Section 9Strategies for Accommodati
Page 176 and 177: - 151 -But with demand generating a
Page 178 and 179: - 153 -To be more explicit, the nee
Page 180 and 181: - 155 -to assess this. What occupan
Page 182 and 183: - 157 -o Has evident potential in o
Page 184 and 185: - 159 -o Accessible by roado Archit
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- 161 -of a feasible proposal by th
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- 163 -The criteria here are relati
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- 165 -significant gaps, such that
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- 167 -We have used scores of low,
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- 169 -o Also, some level operating
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- 171 -Preference should be given t
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- 173 -If this sort of advice is to
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- 175 -some suggestions that the da
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- 177 -only be given in destination
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Section 10Other Product Development
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- 180 -As part of the shoulder and
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- 182 -flexibility in this regard.
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- 184 -from this process has been s
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Section 11Strategies for Market Rea
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- 187 -o Brochure and other marketi
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- 189 -considered in the mystery sh
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- 191 -them of the career opportuni
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- 192 -Section 12LabradorOverviewLa
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- 194 -Tourism Business Support Fun
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- 196 -" Principles and policies fo
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- 198 -Changes Since Completion of
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- 200 -are currently looking at the
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- 202 -development of the Labrador
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- 204 -" Identify Business and Prod
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- 206 -" Some have been long-held f
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Section 13ImplementationTHE ECONOMI
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- 209 -barrel for government handou
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- 211 -In the second case, the appr
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- 213 -General ConclusionsOther con
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- 215 -o Econo-museum/learning prog
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- 217 -across the province - museum
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- 219 -Newfoundland and Labrador To
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- 221 -Exhibit 11Functions of the A
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- 223 -The challenge here is the ne
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- 225 -The first iteration of the a
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- 227 -other organizations the team
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- 229 -Given the kind of budget req
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- 231 -FundingWe recommend that the
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- 233 -Linkage with the Tourism Mar
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- 235 -Hospitality Newfoundland and
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PART IIOpportunities for Product De
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- 237 -Section 14Avalon RegionOverv
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- 239 -Exhibit 13Avalon Region - Oc
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- 241 -Destination AreasThe discuss
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- 244 -believes that there is an op
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- 246 -of those interview indicated
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- 248 -Opportunities and NeedsPoten
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- 250 -Opportunities and NeedsWith
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- 252 -Zone 17:Mariner (Baccalieu T
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Section 15Eastern RegionTHE ECONOMI
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- 255 -EASTERN REGIONNumber Number
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- 258 -Trinity Bight (Trinity/Port
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- 260 -Accommodation Supply, Demand
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- 262 -Opportunities and NeedsThe p
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- 264 -° The fall season of Rising
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- 265 -Section 16Central RegionOver
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- 267 -perform better than the lowe
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- 270 -Suggested Tourism Developmen
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- 272 -primarily of the hotel/motel
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- 274 -but demand outside this peri
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- 276 -Demand° Overall occupancies
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- 278 -100%90%80%70%60%50%40%30%20%
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- 280 -100%90%80%70%60%50%40%30%20%
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- 281 -Section 17Western RegionOver
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- 283 -Destination AreasThe discuss
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- 286 -° Raleigh - consider propos
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- 288 -Codroy Valley/Southwest Coas
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Demand- 290 -ZONE 6 - NordicNumber
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- 292 -ooGMNP, this is a significan
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- 294 -Demandoo100%90%80%70%60%50%4
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- 296 -oThere may be some future op
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Section 18Labrador Accommodation As
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- 299 -Supply of Accommodations in
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- 301 -100%90%80%70%60%50%40%30%20%
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- 303 -Zone 5: Labrador StraitsSupp
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- 305 -As with Zone 4, activity in
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Qualmark - New Zealand's official q
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- i -Appendix IIOther Tourism Proje
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- iii -Change and Fogo Islands - Th
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Appendix IIIMap of Regional Economi
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- 1 -Appendix IVGlossary of TermsAC
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- 3 -Geographic Markets: Market seg
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- 5 -Regional DMO: Regional destina
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Newfoundland and Labrador Product Development Strategy

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