Business Retention and Expansion Final Report - City of Brantford

39Of those firms indicating a reliance on visitor spending, 53% report an increase, 14% have experienced a decrease and33% have seen no change over the past five years.Looking at the tourism sector as a whole, 64% of firms feel that there are weaknesses at a local level. Shortcomingsvary across the four areas in question, but generally speaking, lack of attractions, accommodation facilities, andmarketing/promotional efforts are consistently cited.From a service perspective, businesses think that the Brantford Visitor & Tourism Centre could facilitate referrals (72%),assist in brochure distribution (68%) and provide web site links (64%) to better serve operator’s needs.“The Brantford Visitor & Tourism Centre assists outlying areas with support of business throughdeveloping marketing and information systems and opportunities.” - Six Nations Business OwnerFirms also feel that nightlife/entertainment venues (62%), family attractions (60%), hotel expansion (56%), shoppingoutlets (56%), restaurants (39%), conference space (39%) and museums (30%) as the top tourism-related investmentthat would enhance the region’s ability to attract visitors. In addition, special events (76%), tournaments (64%), andmeetings/conferences (38%) are seen as the primary catalysts for increasing foot traffic/sales volume. Specifically, tourismbusinesses report that approximately half (51%) of their total sales are from middle-aged patrons, followed by youthsand seniors (Figure 7).Figure 7: Percentage of total dollar sales by ageFrom a marketing standpoint, 82% of firms believe that their materials are effective, while 72% feel that a strong, singleidentifiable brand is needed for the area. Firms also feel that the local government is supportive towards the tourismsector (82%) and that a tourism strategic plan for Brantford and area is strongly needed (98%).“Better communiction between towns and villages - making clients aware of funding issues, initiatives andour connection with the province and the City of Brantford.” - Brant County Business OwnerIn summary, the tourism sector has its strengths and weaknesses. While firms believe that the area does have severalamenities that attract visitors to the area (ie. Grand River, casino, live performances, aboriginal tourism, etc.), moreattractions, accommodation facilities and stronger marketing efforts would only improve the area’s tourism market on awhole. Further, consensus is also given to the idea of a ‘regional’ branding campaign that would provide the area with asingle identifiable image for marketing and promotional efforts.