Newfoundland and Labrador Product Development Strategy

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- 271 -Suggested Tourism Development Ideas Worthy of Further Consideration° There are a number of basic services needed such as food and beverage services in variouslocations, ATM machines, etc.;° Economuseum on Fogo (already being discussed?)° Evening entertainment and activities;° Packages such as photography, painting; outport stays;° Develop Stages & Stores experience° Explore complementary experiences and programming in Tilting to build on theprovincial Heritage District designationBaie Verte PeninsulaThe Baie Verte Peninsula has suffered as a tourism destination due to its location, off of theTrans Canada Highway and some distance between Deer Lake and Grand Falls-Windsor, anddue to the limited things to see and do, or places to stay in the area. Its major attraction is theDorset Soapstone Quarry in Fleur de Lys that has recently been expanded and is seeingincreasing visitation. Other attractions in the area include the Miner’s Museum in Baie Verteand King’s Point Pottery. The area has a network of hiking trails and an excellent guidebookto these trails. The area is also an excellent place to view icebergs.A tourism strategy was recently completed for the Emerald Zone which incorporates most ofthis area. The strategy identified a variety of needs/opportunities and initiatives for this areaand was the source for most of the projects identified below.Suggested Tourism Development Ideas Worthy of Further Consideration° The Whale Centre – Whale/iceberg interpretation centre/information centre on the TCH atSpringdale° Upgrade quality of food services and accommodations° Further development of Springdale as a service centre with an expanded supply of marketready hotels and restaurants; evening entertainment/cultural program° It may be that other proposals in the strategy have merit as well, such as for exampledevelop the Community Whale display program linked to The Whale Centre (skeletaldisplays), additional scheduled professional boat tour businesses – whale watching,iceberg viewing such as from Fleur de Lys, La Scie, TritonBay of Exploits/Exploits ValleyThis area incorporates the area from Badger up through Grand Falls-Windor, Botwood,Bishops Falls and along to Leading Tickles as well as to Lewisporte on the other side of theBay of Exploits. The Town of Grand Falls-Windsor is the service centre/hub of this area.The area is known for its salmon fishing and interpretation centre, as well as for the Beothukheritage of the area as illustrated at the Mary March Regional Museum. It is also known forits aviation heritage. The region has several major special events, such as the Salmon Festivaland is a popular destination for recreational vehicle caravans. Accommodations in this areaTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
- 272 -primarily of the hotel/motel variety with little in the way of demand influencing characteraccommodations. The tourism industry in the area has been working on a strategy for seriesof linked coastal experiences – the Bay of Exploits Coastal Tourism Initiatives includinghiking trails and interpretive signage, as well as other coastal activities and incorporatingareas such as Leading Tickles.Suggested Tourism Development Ideas Worthy of Further Consideration° Norris Arm – Flying Boat Re-Enactment and Heritage Facility° Snowmobiling link to Deer Lake (underway)° Signage for Salmon Interpretation Centre in Grand Falls° Implementation of key projects from the Exploits Coastal Trail Tourism initiative,including things such as hiking area, eagle viewing and iceberg watching in the LeadingTickles area° Beothuk themed experiences – satellite activities/interpretation connected to Boyd’s Cove;suggested itinerariesThe Central region of the province is also home to one of the several ‘sleeper destinations’identified earlier. The Coast of Bays area has appeals as a remote outdoor/wilderness area,for its coastal fjords and scenery and for its Aboriginal cultural heritage. However, servicesare very limited and the long distances through remote areas are a deterrent to visitors,particularly since they have to return via the same route. The concept of linking this region tothe Burin via a car ferry would certainly raise this region to a Tier 3 destination area. A moreextensive tourism product offer around the Aboriginal cultural/heritage in the area would alsoincrease the appeal of the area to the true ‘explorer’ markets. The proposed Arts and CulturalExploration Centre may provide a vehicle for these types of experiences. This area wouldalso benefit from the development of a south coast or ‘around the Island’ adventure cruisingproduct.Accommodation Supply, Demand, Needs and Opportunities ByZoneThe suggestions as to opportunities and needs for accommodations in this region wereidentified during the course of our work on this study from a number of sources – interviewswith tour operators, interviews with tourism industry stakeholders including private operators,representatives of industry associations and provincial and federal government staff, focusgroups with consumers, and findings from our field research and analysis. We have notassessed the market potential or financial feasibility of any of these accommodationproject ideas and do not, therefore, warrant that an opportunity actually exists. Theyshould not be taken as recommendations but as possibilities warranting furtherconsideration.The type and size of particular accommodation properties (new or expanded) proposed in anyarea should be based on a further assessment of the nature of the demand in the region, theTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study
Page 4 and 5:
Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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Page 14 and 15:
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:-
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- 68 -Federal Government ProgramsAt
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- 70 -The tourism industry in Newfo
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Section 4Product Development Initia
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- 73 -Key Issues/Opportunities/Chal
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- 75 -Key Issues/ Opportunities/ Ch
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- 77 -o Product Committee scans cur
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- 79 -o Development of mutual respe
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- 81 -The province has recently int
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- 83 -One of the signature areas id
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- 85 -o Ontario’s Product Allianc
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Section 5Overall Strategic Approach
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- 88-This is not to suggest that we
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- 90-Newfoundland’s major tourist
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- 92-Federal government:o National
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- 94-The approach focuses on buildi
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- 96-on its investment. The $300 mi
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Section 6Strengthening and Building
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- 99 -Demand Influencers - Natural
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Exhibit 4Evaluation of Attractions,
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- 103-Top Priority Influencers (10
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- 105-Exhibit 5Rating of Potential
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- 107-Based on this evaluation, act
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- 109-o Staging a spring or fall ev
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- 111-1. Develop pricing ‘tools
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- 113-Cultural and Heritage Attract
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- 115-o Exhibit 7What Does ‘Cultu
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- 117-There are always risks in con
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- 119-Aboriginal and Acadian Cultur
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- 121-Criteria for SupportThe kinds
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- 123-Other Provincial Initiatives
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- 125-The question arises, however,
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- 127-Provincial/Regional Itinerari
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- 129-o A serious shortage of renta
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- 131-This is another sector of the
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- 133-Walking and hiking is one of
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- 135-The Green Bay Trail Guide pro
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- 137-get them developed. We have n
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- 138 -Section 7Strengthening and B
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- 140 -Established Destination Area
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- 143 -Some suggestions:o Build on
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- 144 -Section 8Strengthening Touri
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- 146 -Currently established servic
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- 148 -o The absence of Provincial
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Section 9Strategies for Accommodati
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- 151 -But with demand generating a
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- 153 -To be more explicit, the nee
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- 155 -to assess this. What occupan
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- 157 -o Has evident potential in o
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- 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
Page 254 and 255: - 225 -The first iteration of the a
Page 256 and 257: - 227 -other organizations the team
Page 258 and 259: - 229 -Given the kind of budget req
Page 260 and 261: - 231 -FundingWe recommend that the
Page 262 and 263: - 233 -Linkage with the Tourism Mar
Page 264 and 265: - 235 -Hospitality Newfoundland and
Page 266 and 267: PART IIOpportunities for Product De
Page 268 and 269: - 237 -Section 14Avalon RegionOverv
Page 270 and 271: - 239 -Exhibit 13Avalon Region - Oc
Page 272: - 241 -Destination AreasThe discuss
Page 275 and 276: - 244 -believes that there is an op
Page 277 and 278: - 246 -of those interview indicated
Page 279 and 280: - 248 -Opportunities and NeedsPoten
Page 281 and 282: - 250 -Opportunities and NeedsWith
Page 283 and 284: - 252 -Zone 17:Mariner (Baccalieu T
Page 285 and 286: Section 15Eastern RegionTHE ECONOMI
Page 287 and 288: - 255 -EASTERN REGIONNumber Number
Page 290 and 291: - 258 -Trinity Bight (Trinity/Port
Page 292 and 293: - 260 -Accommodation Supply, Demand
Page 294 and 295: - 262 -Opportunities and NeedsThe p
Page 296 and 297: - 264 -° The fall season of Rising
Page 298 and 299: - 265 -Section 16Central RegionOver
Page 300: - 267 -perform better than the lowe
Page 303: - 270 -Suggested Tourism Developmen
Page 307 and 308: - 274 -but demand outside this peri
Page 309 and 310: - 276 -Demand° Overall occupancies
Page 311 and 312: - 278 -100%90%80%70%60%50%40%30%20%
Page 313 and 314: - 280 -100%90%80%70%60%50%40%30%20%
Page 315 and 316: - 281 -Section 17Western RegionOver
Page 317: - 283 -Destination AreasThe discuss
Page 320 and 321: - 286 -° Raleigh - consider propos
Page 322 and 323: - 288 -Codroy Valley/Southwest Coas
Page 324 and 325: Demand- 290 -ZONE 6 - NordicNumber
Page 326 and 327: - 292 -ooGMNP, this is a significan
Page 328 and 329: - 294 -Demandoo100%90%80%70%60%50%4
Page 330 and 331: - 296 -oThere may be some future op
Page 332 and 333: Section 18Labrador Accommodation As
Page 334 and 335: - 299 -Supply of Accommodations in
Page 336: - 301 -100%90%80%70%60%50%40%30%20%
Page 339 and 340: - 303 -Zone 5: Labrador StraitsSupp
Page 341 and 342: - 305 -As with Zone 4, activity in
Page 343 and 344: Qualmark - New Zealand's official q
Page 351 and 352: - i -Appendix IIOther Tourism Proje
Page 353 and 354: - 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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