Newfoundland and Labrador Product Development Strategy

- 118-There are opportunities for further professional entertainment offerings in locations such as St.John’s and Corner Brook (with the potential for linkages to the fine arts school here). Thesedestinations have the resources and the existing or emerging products to become four seasoncultural destinations. The City of St. John’s Tourism Division is currently pursuing plans in thisdirection.St. John’s is one of Canada’s special cultural places in terms of its history, built heritage,contemporary culture and, with its vibrant, leading-edge arts industry, it can become a prominentCanadian Cultural destination. The city and surrounding region can offer year-round packagingthat incorporate special experiences involving heritage, contemporary theatre, music, folklore,fine dining, crafts, special events such as storytelling, studio visits and characteraccommodations. These can be combined with the region’s spectacular natural heritage andworld-class outdoor experiences.St. Anthony, Twillingate, Brigus and Grand Bank have been identified as communities thatmight have potential opportunities for seasonal professional programs.There is need for a ‘seal of approval’ standard for professional programming in the province (aswell as for community events/programs). Professional offerings need a distinctive brand of theirown in marketing so that tourists know the difference.Community-based Cultural and Heritage ProductsThese types of programs tend to be volunteer-based and variable in their level and quality ofprogramming. That is not necessarily a major problem if visitors understand the nature of theprogram. Variability is acceptable if the experience is genuine.There is a need for more live animation, storytelling and innovative interpretation programs withregard to community heritage facilities and at provincial historic sites. The gap to be filled is tohave Newfoundlanders and Labradorians animating the experience. And we need them doingthe things Newfoundlanders and Labradorians do - fishing for squid, making lobster traps,hooking rugs, building boats, etc.Festivals and EventsThere is a particular opportunity to drive shoulder and winter season tourism with wellprogrammedfestivals and special events. Examples could be a Fall Colour Festival in theHumber Valley, a Spring Eagle Festival in Terra Nova National Park or a Snowmobiling event insouthern Labrador.The criteria for a successful event from a tourism perspective are similar to those outlined earlierin this section for cultural and heritage programs. For example, events need to be wellorganized, held at times that make sense for tourists, be well publicized, and offer specialarrangements for group and/or FIT visitors in terms of group handling, preferred seating,interpretation, etc.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study