Newfoundland and Labrador Product Development Strategy

- 304 -100%90%80%70%60%50%40%30%20%10%0%° Our interviews and data such as the passenger loads on the Labrador Straits ferry, suggestincreasing visitation to this area,with more visitors from a variety oforigins. The Red Bay NationalHistoric Site appears to be the maindestination, creating demand foraccommodation in this area. Thereis only one Bed & Breakfast in Red45%Bay (4 rooms) and a 14 unit44%property in West St. Modeste.Zone 5: Labrador Straits - Monthly Occupancy Rates20028% 7%10% 11% 14% 26%26% 24% 27%21% 22%JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC YearOccupancy° Most of the demand in the area isfor one night only. Operators reportthat there has definitely been anincrease in activity since the newroad opened up.Opportunities and NeedsThe Labrador Straits area is also going to be impacted by the decision about the Sir. RobertBond and the eventual opening of the road to Happy Valley-Goose Bay. Red Bay NationalHistoric Site is attempting to achieve UNESCO designation and if these efforts weresuccessful, this would likely help to generate an increase in visitation to this site.There appears to be a need for upgrading at some properties, and, other than that, the onlyopportunity that might exist in the short term is for additional accommodation in the Red Bayarea, either in a B&B or a small inn. However, demand in this location is highly seasonal andviability will be a challenge.There is also an interesting mix of uses emerging in the Point Amour area, between Forteauand L’Anse au Loup, as discussed earlier in the report, that, as they develop and begin toimpact visitor activities, could contribute to an increased the length of stay in this area andhelp to raise occupancy levels. This includes the 1857 Point Amour Lighthouse, LabradorStraits Museum and the 7,500 year old Maritime Archaic burial ground. In addition, theLabrador Natural Heritage Centre is being developed on the site to study and celebrate thearea’s distinctive natural heritage (sub-arctic, rare plants, landforms and fossil beds), withparticipation by Memorial University. It will also include a small gallery/theatre venue.There are also major hiking opportunities in the area. Major stories that can be told includethe Grenfell Mission and the well documented 1922 wreck of HMS Raleigh on the rocks offPoint Amour. This mix of activities, when developed and packaged, could increase length ofstay in the area and help raise occupancy levels for local accommodations operators.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study