Business/Marketing Plan - City of Brantford

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environmental scan - summary of facts _______________________________Provincial 4• Ontario’s tourism industry faced another challenging year in 2010, however it is outpacing U.S. growth.• Growing unemployment: As a result of the recession, many manufacturers became more efficient over the last twoyears, allowing them to be profitable with fewer employees.• Canadian dollar parity with U.S. currency still weighs heavily on the tourism sector. The number of international visitorsentering Ontario finally increased in Q4 2009 and Q1 2010. However, compared to the same period in 2009, thislevel is still 5.2% lower and over 60% below the peak reached in Q4 1998.• U.S. accounts for nearly 90% of international travellers to Ontario.• Ontario-US Border: Total traffic volume for Ontario’s border crossings with Michigan and New York was up 5.6%YTD in September 2010 compared with the same period last year. Passenger car volumes rose 3.9% while bus volumesincreased by 3%.• Accommodation service firms are adding jobs and hotel occupancy rates have begun to improve.• The number of overseas travellers entering Ontario in July grew 5.3% in 2010 over 2009 numbers.• Double-digit growth was tracked in such important international markets as Japan, India, and China• China granted Approved Destination Status to Canada in June 2010.• While the US. economy has resumed growth, relatively weak consumer confidence and ongoing challenges in thehousing sector could impact Ontario’s exports in 2011.• Ontario’s economic growth forecast was 3.4% in 2010; unemployment rates sat at 8.8%.• Improving economic and labour market conditions in Canada will also support domestic travel.• Accommodation and food services account for a large share of tourism output and employment in Ontario.Local 5• Brantford/Brant population: 137,000 (1.1% of the population of Ontario)• Job growth per 1,000 people: 26.9% - Q2 2009• Unemployment: 10.8% Q2 2010• Housing starts: 0.9% (percentage of Ontario)• Housing starts per 10,000 people: 11.3• Consumer insolvencies per 1,000 people: 2.4cOMPARISON ANALYSIS - HOTEL OCCUPANCYProvincial Indicators: Hotel occupancy rates have begun to improve. In Ontario, occupancy rates for July 2010 reached58.8% - a 3.3% increase over 2009. Average daily room rates for Ontario hotels increased by 1.6% while revenue peravailable room jumped by 7.6% for July YTD. 6Hotel Occupancy Rate Revenue Per Room Average Daily Room RateAll of Ontario 61.5% $78.17 $127.12Brant/Brantford 55.1% $52.44 $95.16Hamilton 60.1% $67.55 $112.39Halton/Burlington 58.4% $66.32 $113.62Kitchener/Cambridge 55.8% $58.15 $104.21Wellington County/Guelph 46.2% $52.83 $114.39St. Catherines/Niagara 54% $72.31 $133.89London 54.8% $55.89 $101.98Toronto 66% $90.06 $114.394Industry Canada, Ontario Economic Overview, November 2010 Update5Industry Canada, Ontario Economic Overview, November 2010 Update6Ministry of Tourism, Statistics Canada, 2008__________________________________________________________________________________________________________________________________www.discoverbrantford.com page 7 519. 751.9900
key issues to be addressed _____________________________________________________________2011 to 2012• Leveraging partnerships at local and industry levels and with senior levels of government• Enhancing communications and joint programming with County of Brant, Six Nations of the Grand River Territory,and Mississaugas of the New Credit First Nation• Focusing on incremental opportunities with RTO #3, including the completion of a regional tourism strategy, and theWar of 1812 Bicentennial Commemoration• Implementing turn-key project management (all sales and editorial functions) for the Discovery Guide 2011/12publication• Protocol development for social marketing• Implementing CMS database system in order to gain higher levels of customer service intimacy• Develop BR+E visitation targets and implementation plan• Developing market-specific web tools to enhance communications efforts• Investigate bid securement funding opportunities to enhance sport event and tournament businessin FUTURE• Continued leveraging of partnerships at both local and partner levels and senior levels of government• Continue to increase communication and joint programming efforts with County of Brant, Six Nations of the GrandRiver Territory and Mississaugas of the New Credit First Nation• Through RTO #3, implement the incremental destination development and marketing opportunities as outlined inthe regional tourism strategy• Strengthen brand development and management of brand equity• Continue development of e-marketing initiatives• Enhance meeting/convention and sport event/tournament business by building on the current success in each ofthose markets and developing opportunities2011/12 assumptions ___________________________________________________________________________Retail Tactics• Tourism Brantford will continue to develop programs aimed at increasing visitation to and length of stay in Brantfordand area, however, “closing of the sale” rests with individual organizations and owner/operators (suppliers).Regional Tourism Organizations (RTO’s)• 2011-12 will mark a year of continual transition with the advent of the RTO structure in Ontario over the last6 to 12 months.• RTO #3 is comprised of the following communities: Halton, Oakville, Burlington, Hamilton, Brantford, Brant, SixNations of the Grand River Territory and Mississaugas of the New Credit First Nation. Tourism Brantford ispositioned to be an active participant in the development and implementation of RTO #3’s tourism strategy.• Tourism Brantford will continue to advocate for Business Retention + Expansion (BR+E) resources to beallocated to research, product and program development, and the deployment of incremental marketing tactics.Overall• Tourism Brantford will continue to respond to changes in the environment and adapt to marketing programs as challengesand opportunities arise._______________________________________________________________________________________________________________Tourism Brantford 2011-12 Business/Marketing Plan page 8 519. 751.9900
Page 1 and 2: TOURISM BRANTFORD 2011-12Business/M
Page 3 and 4: introduction ______________________
Page 5 and 6: projects:• www.heartofontario.com
Page 7: priority focus_____________________
Page 11 and 12: strengths & weaknesses: internal __
Page 13 and 14: • Brantford recognizes past accom
Page 15: 3. Continue with the implementation
Page 21 and 22: Con s u m e r / Le i s u r e 2006 -
Page 23 and 24: BR+E - Pr o g r a m Develo pment/Ca
Page 25 and 26: Strategic ActionsMar k e t i n g, C
Page 27 and 28: Strategic ActionsMar k e t i n g, C
Page 29 and 30: MEETINGS AND CONVENTIONSp Tê t e-
Page 31 and 32: ARTS & CULTUREp On St r e a m Newsl
Page 33 and 34: key partnerships & memberships ____
Page 35 and 36: NBRANTFORD • COUNTY OF BRANT •
Page 37 and 38: staff team ________________________

Business/Marketing Plan - City of Brantford

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