Newfoundland and Labrador Product Development Strategy

- 126-A Cultural Programming Partnership EffortThe consultants believe that the “Soiree and Times” event and the subsequent work of theSpecial Celebrations Corporation in assisting the efforts of communities and groups with localand regional events provides the foundation for a good tourism model for the future.What we have in mind is a program such that cultural entertainment groups and communityevents could obtain some assistance and support in tourism market-readiness and tourismmarketing. Those meeting the standards and criteria could partner with the Province onselected tourism marketing initiatives. The table below illustrates the basic approach.Cultural Programs Partnership ProgramTypes Criteria SupportFestivalsExhibits/showsMusicTheatre1. Significant/authentic theme2. Good plan/sufficient funding(with support)3. Sponsors/supportersavailable4. Quality facilities andprograms5. Visitor/tourist services andpackages6. Travel trade-ready$ Coaching$ Facilitation$ Collateral$ Support services$ Packaging for tourismmarkets$ Marketing supportWe recommend that the staff of the >special celebrations= corporation be brought into theTourism Product Development Division, along with its budget, to provide the services describedin the table. The corporation should then be wound-up since we recommend that this programreplace the special celebrations program and functions.This is another example of something that can and should be included within the scope of theproposed product development strategy.Results of Industry Meetings on this Issueo There have been too many different ideas in the last five years and the celebrations havebeen too political and not "on strategy"o There was general agreement that the concept of cultural programming was sound - butthat it had to be done right and as part of an overall strategy with a coordinated effort.o Cultural programming should comply with a set of criteria and standards, includingthose relating to quality customer service.o The Soirée and Times model was seen as a good one, possibly combined with theoccasional large event”THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study