Tourism Times - Spring 2018

Newsletter of the Tourism Industry Association of Newfoundland and Labrador

SPRING 2018

www.hnl.ca

Photo: NL Tourism; Copyright Barrett & MacKay Photo

Iceberg at Crow Head, Central Newfoundland

Your Provincial Tourism Industry Association Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador. Opinions expressed by contributers and advertisers do not necessarily represent those of Hospitality NL.

Hospitality NL Board of Directors Larry Laite Steve Denty Brenda O’Reilly Dion Finlay Darlene Thomas Ed English John Devereaux Joe O’Brien Rhonda Hutton Deborah Bourden Todd Perrin Vacant

Chair Vice-Chair Secretary/Treasurer Past Chair Director Director Director Director Director Bed & Breakfast Sector Rep Food & Beverage Sector Rep Hotel/Motel Sector Rep

(Full board contact information available at www.hnl.ca)

Staff Listing Craig Foley Chief Executive Officer Juanita Ford Chief Operating Officer Melissa Ennis Manager, Policy and Communications Karen So Accountant Susie Greene Membership Coordinator Allie Bourden Training Coordinator Minerva King Operations Coordinator

Head Office

71 Goldstone Street (Suite 102) St. John’s, NL A1B 5C3 Tel: (709) 722-2000 Toll Free: 1-800-563-0700

Desktop Layout

Image 4 Digital Printing & Design Inc. 1170 Topsail Road, Mount Pearl, NL A1N 5E8 T: 709-747-3850 E: brenda@image4.ca W: www.image4.ca

Hospitality Newfoundland and Labrador is supported by the tourism industry and

Hospitality Newfoundland and Labrador, established in 1983, is a non-profit membership association that leads, supports, represents and enhances the province’s tourism industry.

Hospitality NL has been the voice of the provincial tourism industry since the association was founded. Its work on behalf of members and the industry itself has played a crucial role in developing the tourism industry into the flourishing economic driver that it is today.

Hospitality NL is focused on advocacy, education, the adaptation of innovative technology and the promotion of a strong member network. Through forward thinking and fostering the growth of its members, Hospitality NL continues to be the leader of the tourism industry in the province.

SUSTAINABILITY

Hospitality NL believes that the industry’s sustainability for future generations is of utmost important. The preservation of our province’s natural and cultural integrity, and the economic sustainability of our businesses and organizations are vital to this end.

WHOLE INDUSTRY PERSPECTIVE

Hospitality NL recognizes, respects and responds to the diverse needs of our rural and urban members operating various types of businesses and organizations.

ENVIRONMENT

Hospitality NL believes that our environment is our most valuable tourism asset and an essential component of the tourism industry’s future. We are dedicated to the sustainable development of our natural and cultural resources and the protection of our environment.

TECHNOLOGY

Hospitality NL believes technology is an enabler. We encourage and support our members in the integration of technology to support their growth and profitability.

ACCESSIBILITY

Hospitality NL is committed to assisting our members, regardless of where they are located, to obtain the resources and tools they require.

VISION

Hospitality Newfoundland and Labrador, the voice of tourism, provides leadership and direction for the sustainability and growth of the tourism industry.

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I was fortunate enough to speak with many tourism operators, employees, partners and stakeholders at this year’s Conference and Trade Show in February and I am happy to say that there is plenty of optimism and planning for future growth and development in the works. It was also really great to see other players in tourism, such as municipalities, out to participate in the conversation and

support the local tourism industry.

Oftentimes I hear from operators that they do not fully understand the structure of tourism or where to go for help with specific needs. And really, who can blame them? There should be a special course just to learn the acronyms alone! HNL, DMO, TAP, DDP, TQA, TCII, ACOA, BDC, CBDC, EDO...the list goes on.

Although it can be confusing at times, the advantage for industry is that there is no shortage of places to turn to find help or support. While we all have varying roles and responsibilities, our overarching goal is the same: to aid in the growth and development of our memberships and clients, the tourism operators who have built and continue to grow the industry.

As we near the year 2020, some of our focus has begun to shift to the future of tourism beyond that Vision milestone.

What will the structure of tourism look like going forward? And how can we ensure that we are well positioned to meet the needs of a thriving industry and help it continue to grow well into the future?

These are the types of questions I’ve been pondering recently and I know I’m not the only one. I’m not sure I know the answers just yet, but there is one thing I am certain of. It is important that we stay the course to Vision 2020 and keep up our momentum.

The level of collaboration, alignment and partnership that allows our industry to be innovative and successful must continue!

The Board and staff of Hospitality Newfoundland and Labrador are prepared to work for the betterment of our members and the greater tourism industry. What we have here in Newfoundland and Labrador is quite special and I, for one, am proud to be a small part of it. I wish you all a successful summer tourism season!

Craig Foley CEO, Hospitality NL @craigfoleyHNL

Larry LAITE

To the Future

I would like to begin by thanking my fellow Board members who had the confidence in my abilities to elect me to the role of Chair of the Board this past February. The group that sits around the Board table of Hospitality Newfoundland and Labrador are true industry champions and I promise to represent the Board and the membership to the best of my ability.

I would be remiss if I did not acknowledge the wonderful work of Dion Finlay who has served on the Board for a number of years and for the past two years, in the role of Chair. I am pleased to say that Dion’s

knowledge and experience will remain at the Board table this year in the role of Past Chair.

This past February, the membership of Hospitality NL elected some new and returning faces to the Board of Directors. By serving on the Board, we are empowered by members to guide the direction of the association and determine the strategic priorities for advocacy, professional development and membership. I am very much looking forward to working with this team of industry professionals over the next few years. Read more about the 2018 Board of Directors on page 4!

My two-year term as Chair will lead us right in to 2020 and the final year of our industry’s collective vision for tourism. In 2016, total tourism spending in the province reached almost $1.13 billion. Over 553,000 visitors travelled to Newfoundland and Labrador and spent an estimated $575 million, the highest nonresident spending the province has ever seen. While these numbers are impressive, the tourism industry knows it is just the tip of the iceberg, so to speak. The uniqueness that exists in our provincial tourism product means the growth potential for this industry is high. As tourism business

owners and operators, we invest a lot into not only the growth of our businesses, but the growth of our communities, regions and the entire province as a globally competitive tourism destination. The economic and social impact of sharing culturally rich tourism experiences with the world is a significant component of life here in Newfoundland and Labrador and one that all residents can be a part of and be proud of.

As we think about the tremendous potential of tourism in this province, it is important that we think beyond 2020 and begin to envision the next stage of our industry’s growth. It really is an exciting time to be in tourism, an industry that allows us to share the wonder of our natural and cultural resources with the world. I look forward to working together to guide us toward that future and wish you all the best in the upcoming summer tourism season!

Larry Laite Chair, Hospitality NL @HNLChair

SPRING 2018

Craig FOLEY

Keeping up our Momentum

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2018 BOARD OF DIRECTORS Hospitality Newfoundland and Labrador’s Board of Directors are the tourism industry – members of the association from different types of tourism establishments around the province. Together, the Board guides the path of the organization and the industry.

LARRY LAITE CHAIR

STEVE DENTY VICE-CHAIR

General Manager Murray Premises Hotel

CAPTAIN JOE O’BRIEN DIRECTOR

RHONDA HUTTON DIRECTOR

DION FINLAY PAST CHAIR

DARLENE THOMAS DIRECTOR

Owner The Leaside Group

Owner/Operator Bonne Bay Inn & Seaside Suites

JOHN DEVEREAUX DIRECTOR

DEBORAH BOURDEN BED & BREAKFAST SECTOR REPRESENTATIVE

SPRING 2018

General Manager JAG Boutique Hotel

BRENDA O’REILLY

SECRETARY/ TREASURER President/COO O’Reilly’s Irish Newfoundland Pub

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Co-owner, O’Brien’s Whale & Bird Tours

Director of Marketing Destination St. John’s

ED ENGLISH DIRECTOR

Owner Linkum Tours

President & Co-Owner, Edge of the Avalon Inn

Co-owner Alphabet Fleet Inn B&B

As an association governed by a Board of Directors, Hospitality Newfoundland and Labrador would like to invite you to consider running for a position on the Board of Directors. As Larry Laite was elected by the Board to the position of Chair this year, the role of Hotel/Motel Sector Representative is now vacant.

By serving as a member of the Board of Directors, you are empowered by members to guide the direction of the association and determine the strategic priorities for advocacy, professional development and membership.

Nominations are now open for the position of Hotel/Motel Sector Representative for the 2018 Hospitality NL Board of Directors. An election will take place in May.

TODD PERRIN FOOD & BEVERAGE SECTOR REPRESENTATIVE

Chef/Owner Mallard Cottage

THIS COULD BE YOU! HOTEL/MOTEL SECTOR REPRESENTATIVE

The deadline for nominations is May 2, 2018.

LEARN MORE!

To be eligible to run, candidates must be: • A member in good standing with Hospitality Newfoundland and Labrador; • Members shall be from the Hotel/Motel industry category; • The primary, voting representative for the member organization; and • Nominated by two other Hospitality NL Hotel/Motel members in good standing.

2018 TOURISM EXCELLENCE AWARDS

Recognizing individuals and organizations that rank among the most innovative and passionate in the tourism industry, the Tourism Excellence Awards are presented yearly during Hospitality NL’s Annual Conference and Trade Show.

Hospitality Newfoundland and Labrador congratulates the following recipients of the 2018 Tourism Excellence Awards:

Tourism Innovator Award Port Rexton Brewing Company Port Rexton, NL

CBDC Tourism Business Award of Excellence Edge of the Avalon Inn Trepassey, NL Tourism Champion Award John Norman Bonavista, NL

H. Clayton Sparkes Accommodator Award of Excellence Royal Inn + Suites Happy Valley-Goose Bay, NL

Cultural Tourism Award Bonavista Biennale – Encounters on the Edge Bonavista, NL

Tourism Achievement Award David Snow, Wildland Tours St. John’s, NL

Sustainable Tourism Award Shorefast Foundation Fogo Island, NL

Cruise Vision Award David Snow, Wildland Tours St. John’s, NL

ard Program

SPRING 2018

Other awards honoured during Hospitality NL’s Conference & Trade Show include:

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Our products, services and discounts are designed specifically for group members and there are many opportunities to save.

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AND

2018 CONFERENCE TRADE SHOW

GREAT SUCCESS!

SPRING 2018

February 20-22, 2018

www.hnl.ca/conference

Hospitality Newfoundland and Labrador held the 35th annual Conference and Trade Show from February 20-22, 2018 at the Sheraton Hotel Newfoundland in St. John’s. The event focused on experience development and the growth and success of tourism industry operators who have helped drive the industry forward.

Delegates saw their peers and colleagues, some industry veterans and some new faces, take to the stage to share their tourism stories and participate in productive dialogue about current industry challenges.

Throughout the event, several businesses and individuals were honoured with awards and recognition for the great work they do in advancing tourism in Newfoundland and Labrador. Hospitality NL is excited to share some highlights and feedback on the event below!

Premier Dwight Ball addresses delegates during Wednesday's Luncheon.

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Doug Lansky leads a panel discussion on experience development with Sean Sullivan, Sullivan's Songhouse, Jillian Larkham, Nunatsiavut Government, and Kayla Walters, St. John's Beer Tours.

Marine Atlantic sponsored keynote speaker, Doug Lansky, who discussed global best practices in tourism.

The

LEARNING OPPORTUNITIES WERE FANTASTIC. The Honourable Seamus O'Regan addresses delegates during the National Tourism Panel lead by MP Gudie Hutchings and featuring, Charlotte Bell, TIAC, Philip Mondor, Tourism HR Canada, Maureen Riley, Destination Canada, and Keith Henry, Indigenous Tourism Association of Canada.

I would have liked more networking opportunities other than the breaks between sessions.

We are a

NEW ACCOMMODATION, this was our first HNL we thought it was

EXCELLENT!

Thank you we hope to make this an annual event for us!

Director of Sector Research, Michaela Roebothan, present the results of the 2016 Visitor Exit Survey.

SPRING 2018

Sustainable Tourism Award presented to the Shorefast Foundation by Parks Canada and Hospitality NL.

7 The Honourable Christopher Mitchelmore and Parliamentary Secretary Mark Browne join delegates in the Trade Show during Opening Reception.

By far one of the

BEST CONFERENCES I have ever attended!

The boys of Sullivan's Songhouse entertain delegates during the morning kick-off.

Tourism Achievement Award presented to David Snow (accepted by his children) by the Department of Tourism, Culture, Industry and Innovation.

CBDC Tourism Business Award of Excellence presented to the Edge of the Avalon Inn by Hospitality NL and sponsored by CBDC.

SPRING 2018

Explore the Brand New hnl.ca!

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Login to manage your Hospitality NL MEMBER PROFILE Click to fill out a MEMBERSHIP application

REGISTER for upcoming events

Find all our CONTACT info here

WHY I'M A MEMBER

UPCOMING EVENTS

Tell us why you are a MEMBER of Hospitality NL!

Manage Your Membership Online

FIND everything

SPRING 2018

you need here

Optimize your

COMPANY PROFILE by

keeping your info up to date, adding employees and photos, even download a membership badge for use in your communications!

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Quickly find your ACCOUNT BALANCE, pay invoices and view transaction history

WE'RE HERE TO HELP To learn more about making your hnl.ca member profile work for you, please contact our Membership Coordinator, SUSIE GREENE at sgreene@hnl.ca or 1-800-563-0700!

CELEBRATING

LONGTIME MEMBERS

As a non-profit membership association, Hospitality Newfoundland and Labrador leads, supports, represents and enhances the province’s tourism industry. Since its inception in 1983, Hospitality NL has worked tirelessly to be the voice of the provincial tourism industry and to play a role in developing the tourism industry into the flourishing economic driver that it is today.

Hospitality NL relies on the input and feedback of every member and the association would not be what it is today without the support of its membership. In 2018, Hospitality NL is celebrating its 35th year of operation, and the current Board of Directors and staff would like to extend sincere thanks and appreciation to all longtime members who continue to support the tourism industry by bettering their businesses and working together to exceed guest expectations. Stay tuned to future editions of Tourism Times for more longtime member shout outs!

Please join us in celebrating those who have shown their support for many year; the following businesses have been members of Hospitality NL for 15-19 years!

SPRING 2018

Check out our recent Winter and Fall editions for a list of our 20-30+ year members.

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MEMBERS FOR 15-19 YEARS! • Marble Inn Resort • The Wilds at Salmonier River • Town of Bay Roberts • Lomond River Lodge Ltd. • St. John's International Airport Authority • NLOWE • Gros Morne Cooperating Assoc.

• Red Oak Catering • Eastcom Inc. • Harold Hotel • Quirpon Lighthouse Inn and Linkum Tours • Superior Propane • Mountain Range Cottages • Cape Freels Heritage Trust Inc. • Comerford's Oceanview Suites • Spindrift Motel Limited • St. John's Sports & Entertainment Ltd./ St. John's Convention Centre • White Hills Lodge • City of Mount Pearl • Music Industry Association of NL • NL Employers' Council • Cabot Hi-Way Cabins • Jack's Pond Park • Craft Council of NL

• Gillett's Motel • Don Cherry's Clarenville • Yarn Point Knitters • At Wit's Inn • Middle Brook Cottages & Chalets • Stephenville Theatre Festival • Southern Port Hotel • Vision The Atlantic Canada Co. • Bottom Brook Cottages • HomePort Apartment Hotel • Blomidon Golf and Country Club • Murray Premises Hotel • Ocean Quest Adventures • Cal LeGrow Insurance Ltd. • SOCAN • Steele Communications • Queen Street Dinner Theatre • Elaine's B&B by the Sea • Northland Discovery Tours • ExploreTNL - RDÉE TNL • Dorset Country Inn • Manstan Drugs • O'Reilly's Irish Newfoundland Pub • Hagan's Hospitality Home • Blazing Horizon Resort (Brown's Restaurant) • Northern Lights Lodge

• Crystal Waters Boat Tours & Charters Inc. • Trinity Bight Vacations • Blow Me Down Ski Park • Town of Holyrood • Newfoundland Labrador Liquor Corporation • Pic A Tenerife Crafts • Magnum & Steins • Duckworth Inn • Johnson Geo Centre • Parsons & Sons Transportation • Gander Golf Club Inc. • Twillingate Adventure Tours • Gander International Airport Authority • Patey & Sons Ltd. • Town of Gambo • Snorri Cabins • Amaguk Inn • Hotel Mount Pearl • Irving West Hotel • Town of Bonavista • The Fluvarium • Chandler • Bethco Agencies Limited • Union Street Bar and Billiards • Image 4 Digital Printing & Design • Monastery Spa & Suites

NEW MEMBERS

For a complete listing of Hospitality NL members, please visit our Membership Directory!

The Association for New Canadians is a non-profit organization that works to support the settlement, integration, and retention of immigrants and refugees in Newfoundland and Labrador. With offices across the province, the ANC delivers a range of programs including settlement services, language instruction, employment support, and public education and outreach. www.ancnl.ca

Rugged Edge

Rugged Edge specializes in Snowmobile & ATV rentals & guided tours on Newfoundland’s west coast. In addition, we sell CF Moto ATVs & Side X Sides, used snowmobiles, Travel Lite Campers, SnowDogs, Kioti Tractors, Newfoundland seal products, FXR & KLIM motorsport gear, TORO snow blowers, U-Haul rentals and much more. www.ruggededge. ca

Mobile Goat Excursions

Mobile Goat Excursions is all about connecting people to Newfoundland.

A small tour company with a focus on offering flexibility to clients, the main tour is to Mistaken Point and Cape Race. They also offer customized tours for small groups of up to nine people. www.mobilegoat.ca

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Association for New Canadians

11 Intello Technologies

TITA

TITA’s purpose is to promote and foster tourism on Twillingate Islands, NWI and area. www.visittwillingate.com

Intello Technologies was founded by experts from hotel & IT industry backgrounds in 2003. Based in Montreal, Canada, we're more than just a services company or a simple VAR: we develop our own in-house software which we integrate with existing industry-leading hardware and then support for years to come. www.intello.com

Yellow Belly Brewery & Public House Here you'll find the magnificently crafted brews of our province's only gastropub. View our chefs at work in our open concept dining room. Browse our forward-thinking menu featuring fresh seafood creations and wood-fire oven specialties. And place yourself on the doorstep of legendary George Street nightlife. www.yellowbellybrewery.com

The Value of

The Rooms

The Rooms is Newfoundland and Labrador’s largest public cultural space.

Both a destination and a journey, The Rooms is where the province’s most extensive collection of artifacts, art and historical records come together to create meaningful and memorable visitor experiences that share who we are and how we came to be. www.therooms.ca

The Hungry Heart Café

The Hungry Heart Café is a thriving restaurant and catering business. We create nutritious meals that are full of flavor, using local products with many house-made specialties. As a social enterprise of Stella’s Circle, we also provide workplace training to adults with barriers to employment. www.hungryheartcafe.ca

MEMBERSHIP

Are you getting the most of your Hospitality NL membership? Training, networking events, member discounts and so much more! Discuss the value of your membership and find out how to maximize it by contacting Hospitality NL’s Membership Coordinator, Susie Greene, today! Not currently a member? Contact Susie to learn more about Hospitality NL and how you can become more involved in the industry.

Operators prepare for busy summer season at inclusive job fair retention strategies.

Before opening to the public, employers heard from Jamie Burton, Vice President of Dolphin Digital Technologies, the first business in Canada to develop and implement a barrier free hiring strategy for people with disabilities. Jamie has utilized her skills to establish a sound mentoring model which has now been shared as a responsible, sustainable and economic

best practice. She has represented Canada on global stages, speaking on the business advantage of hiring people with disabilities, as well as strategic technical innovation.

This event was generously supported by the Atlantic Canada Opportunities Agency, the Department of Tourism, Culture, Industry and Innovation and Steele Communications.

SPRING 2018

On April 11, Hospitality NL was pleased to host a Tourism Job Fair in partnership with Inclusion NL, Canadian Council on Rehabilitation and Work, Tourism Quality Assurance of NL, and the Department of Advanced Education, Skills and Labour. Seventeen industry operators came together at the Holiday Inn St. John’s for a day of networking with qualified potential employees, as well as an opportunity to learn recruitment and

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Employers could learn more about programs and services offered by partners hosting the Job Fair.

The on site Resource Centre was available to job seekers who wished to print resumes, prepare for job interviews, or get tips from coaches and mentors.

Jamie Burton of Dolphin Digital Technologies addresses employers over breakfast before the opening of the Job Fair.

Representatives from Hospitality NL member Ocean Quest Adventures network with job seekers.

Hospitality NL member Brenda O'Reilly chats with MHA Mark Browne about tourism priorities and opportunities.

Developing our Skills, Developing our Industry

Congratulations Juanita!

Many folks in tourism know the name Juanita Ford. Juanita started in tourism over 24 years ago when she was first hired at Hospitality Newfoundland and Labrador as a summer student. Since that time, Juanita has become a staple in the organization, with her skills, knowledge and leadership helping to shape the day to day operations of the Hospitality NL office. An advocate for tourism workforce and industry development, Juanita has fostered great relationships with our national counterparts and is well recognized for her work with Tourism HR Canada where she has recently been appointed as Chair of THRC’s Industry Advisory Council.

Her name is synonymous with quality and professionalism and the Board and staff of Hospitality NL are proud to congratulate her on her new role as Chief Operating Officer!

Congratulations Juanita and thank you for all that you continue to do for Hospitality NL and the tourism industry.

Melissa Ennis, successfully completed the Supervisory Management Skills Program which teaches the essential knowledge, skills, abilities and behaviours to enhance supervisory and management competencies. Earlier this month, Training Coordinator, Allie Bourden headed to the Gardiner Centre to complete a threeday Training the Trainer program where participants gain the knowledge, skills, and tools required to assess training needs,

design effective training, and evaluate training programs that will maximize the transfer and application of knowledge.

Hospitality NL aims to foster a training culture, not only within the organization, but also throughout the provincial tourism industry. Visit www.hnl.ca for information on training programs and be sure to check out the Canada-NL Job Grant to learn how the program can help offset the costs of training for your employees.

SPRING 2018

Part of Hospitality Newfoundland and Labrador’s mandate is to promote workforce and industry development through education, training and skills and knowledge development. But here at Hospitality NL, we also practice what we preach! Hospitality NL staff are encouraged to seek out appropriate training opportunities that contribute to their professional development and help them better serve the organization and its members. With help from the Canada-NL Job Grant, some staff members recently completed in-depth training at Memorial University’s Gardiner Centre.

Chief Operating Officer, Juanita Ford, recently completed the Advanced Leadership Program designed to help participants build on their competencies to move to the next level as a leader. Our Manager of Policy and Communications,

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Hospitality NL leads innovative training research project with support from NL Workforce Innovation Centre

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Will reskilling for tourism allow unemployed workers from non-tourism industries to enter the tourism labour force and support the development and expansion of a destination’s tourism product offering?

Hospitality NL will lead a three-year training and research project aimed at reskilling non-tourism sector workers for employment in the tourism industry in Newfoundland and Labrador. The Reskill project is supported by the NL Workforce Innovation Centre’s (WIC) Research and Innovation Program. This program is an initiative of the Department of Advanced Education, Skills and Labour, through funding provided by the Labour Market Development Agreement.

The NL WIC will enhance the body of research and good evidence to build capacity in Newfoundland and Labrador’s employment and training system to help more residents get and keep jobs. The NL WIC brings together employers, service providers, government and other key stakeholders to drive innovative approaches in employment and training service delivery. By researching, piloting, testing, and evaluating evidence based approaches, the Centre will strengthen linkages, define priorities, and build capacity for a stronger employment system in the province.

This Reskill project will identify training required in rural tourism destinations that have a high potential to expand their tourism industry but face high unemployment or low workforce participation. The project will deliver that training to employers and to individuals who are unemployed and require retraining to work in the tourism sector, or who have dropped out of the labour force but desire to work in tourism. It will adapt existing training opportunities to meet the needs of the destination and allow learners to acquire the tourism skills needed to work competently, safely and productively.

The project will identify through an expression of interest process, rural destinations/communities that have the

potential to grow their tourism sector and have a group of individuals that have the potential to work, but may require training to move into the tourism sector. Destinations/communities must demonstrate an interest in growing their tourism economy, identify training needs, recruit businesses and provide support to participants through the expression of interest process and signing a MOU with the project partners.

Within each destination/community, research will be undertaken to establish skills needs, with a focus on new and emergent transferable skills that are currently lacking.

Potential trainees will be recruited from the destination/community and assessed to determine the exact skill upgrading they require to work in the tourism sector. This research will also deliver a base line assessment of tourism business operations and learner skills and knowledge which can be compared with posttraining assessments.

As an additional piece of research, potential trainees who decline participation will be asked to explain their reasons for declining. This will allow for the identification of any barriers that keep potential workers from joining or rejoining the labour force. By identifying these barriers, potential means of removing the barriers or providing incentives that would encourage potential workers to overcome them can be put in place.

The business and trainee needs analysis will be followed by the adaptation and delivery of training. The specific training delivered will be based on the needs analysis but will fall within one of three overarching training

models. The business training model will focus on growing the business through product development and delivery, training employers and supervisors to actively support the needs of learners, and ensure they have the skills to continue to enhance their workforce beyond the boundaries of this project.

Individual learners will follow one of two models. Those requiring it will receive preemployment tourism training then be placed with an employer with ongoing support for both the learner and the employer. Those who do not require pre-employment training will be placed directly in employment with an on the job assessment from which a self-directed training curriculum will be created based on their specific needs.

There will be ongoing assessment of learners, employers and the destination/ community to assess the efficacy of the project. The project has research phases and training development/delivery phases. Training is expected to occur in two segments, the first at two destinations in summer 2018 and the second at three destinations in summer 2019.

Hospitality NL is pleased to partner with Tourism HR Canada (THRC) on this project.

THRC specializes in tourism labour market analysis, research and development projects. Tourism HR Canada is recognized by the International Labor Organization and the United Nations World Tourism Organization as a leading authority on tourism research, and statistical information on the economics of tourism, employment in the industry and labour market information. Tourism HR Canada is also a recognized world leader in the development of competency-based training and assessment resources, and in setting national and international occupational standards. The organization has a long history of working with Essential Skills, Language Benchmarks, Occupational Standards and other job analysis models; it has also contributed to world-recognized methodologies for managing the application or use of these products in a wide range of labour market products.

If you are interested in this project for your community/destination, please contact Juanita Ford, Hospitality NL’s Chief Operating Officer, at jford@hnl.ca or 1-800-563-0700 ext. 226.

To get started, complete an expression of interest!

DOWNLOAD EXPRESSION OF INTEREST FORM

Research Corner

2016 Visitor Exit Survey Summary of Results In 2016, the Department of Tourism, Culture, Industry and Innovation conducted a survey with non-resident visitors to the province to update visitor profiles. Survey results show that Newfoundland and Labrador welcomed visitors from across the globe, with Ontario (34%) remaining the primary market and vacation the prevailing purpose for visiting (34%). Many travellers are motivated by a strong desire to experience our breathtaking scenery, nature and wildlife or to take in a specific site, area or attraction, putting a check mark on many a bucket list. Visitors expressed high levels of satisfaction with their experiences in the province: comments reflect their deep appreciation of frontline staff, tourism operators and encounters with locals in making their stays most memorable.

As today’s travellers place greater value on authentic travel experiences, it is not surprising that they spend a significant amount of time trip planning. On average, visitors to

Newfoundland and Labrador begin planning their trip about four months in advance. Those travelling for vacation tend to plan even farther ahead, starting five months before they travel.

When planning their trips, visitors use a variety of sources, including destination websites, websites of local accommodation providers, websites of specific attractions/activities and review websites such as TripAdvisor. While online travel planning dominates the pre-trip research phase, traditional travel information sources are more in demand once visitors arrive in the province, including local residents, service personnel in hotels and restaurants and printed brochures of specific attractions/ activities. Visitors also utilized our Visitor Information Centres (VICs), with 28% of all visitor parties doing so. That number jumps to 58% among vacation visitors.

Travel planning and help from our travel counselors at the VICs send our visitors across all regions of the province where they participate in a range of activities and experiences. Nearly three quarters of all travel parties visited St.

John’s, commonly taking in the Downtown area, Signal Hill, and Cape Spear. More than two in five parties took in the Avalon region, where top attractions include the East Coast Trail, the Witless Bay Ecological Reserve and Brigus.

Thirty one percent of travel parties visited the Eastern region, stopping in Bonavista, Clarenville, Trinity and Cape Bonavista. The Central region attracted 35% of travel parties, with Gander, Twillingate, regional hiking trails and Terra Nova National Park representing the top attractions. Nearly four in ten travel parties visited the Western region, where Gros Morne National Park was the most visited attraction, followed by Corner Brook, various hiking trails and Western Brook Pond. Labrador welcomed 7% of all travel parties to the province, with Happy Valley-Goose Bay, Red Bay, Southern Labrador communities and the Point Amour Lighthouse rounding out the top places visited.

Our visitor survey provides an excellent sense of what people enjoy doing when they visit our province. They are busy explorers, making the most of their stay to see and do as

SPRING 2018

Submitted by: Sector Research Division, Department of Tourism, Culture, Industry & Innovation

15 much as they can. Pleasure walking and hiking are perfect activities that cater to this need, allowing visitors to experience the province’s scenery, landscapes, coastlines and wildlife of which they take advantage to a great extent.

Our hiking trails in particular enjoy great popularity, and they rank high in terms of usage by visitors in every region of the province. Our National Parks are also very popular, with three out of ten travel parties stopping by at the four parks the province has to offer. This number doubles among vacation visitors. Whale watching (31%) and seabird watching (31%) are equally popular and round out the top five outdoor activities.

Visitors also value history, culture and heritage, with the province offering experiences that are unique in this respect – a key feature that differentiates us from other destinations.

For many visitors, immersing themselves in our culture and meeting locals is a highlight of their trip. Tasting our local food and getting to know the places where we live are topping the list of these experiences. As one of the oldest settled places in North America, the province also has plenty of history for visitors to learn about at

our historic sites and museums, with over half of travel parties taking in these attractions.

As visitors travel across all regions of the province, the scope of their trip is only limited by the amount of time they have for their visits.

At an average length of stay of nearly 11 nights (10.8), visitors to this province generally stay longer, on average, than in other destinations.

In line with the global trend of travellers taking shorter trips, the vacation stay has decreased by two nights compared to 2011, giving vacationers ten nights to explore the province.

However, as many visitors commented, this was not long enough for them to take in all the attractions and experiences they had planned, creating potential for return visits.

Travelling by air (84%) remains the preferred mode of transportation to the province, with its dominance further increasing since 2011 (79%) across all segments and all markets. 1An increase in inbound seat capacity, which was at its highest level in 2016, has given visitors more options when flying to Newfoundland and Labrador. Visitors who travelled by air were largely motivated by a desire to save time, with distance and

Quebec is the only exception, with auto travel increasing from 19% to 23% among travel parties from that market.

1

convenience also factoring into their decision.

Auto travellers, on the other hand, value the flexibility and sightseeing opportunities that go along with having their own vehicle on a road trip.

Results from the 2016 exit survey show that our province continues to be a desired destination where visitors enjoy a variety of great experiences. The average per party trip spending of $2,095 generates economic benefits across all regions of the province but also raises the bar to provide ‘value for money’ when it comes to delivering on visitor expectations. While the majority of our visitors leave feeling very satisfied with their travel experience in the province, they continue to remind us of the power that encounters with locals and excellence in customer service have in creating memorable moments and making visitors’ stays.

For more detailed Visitor Exit Survey results, please check the Highlights Report at http://www.tcii.gov.nl.ca/tourism/tourism_ research/pdf/visitor_exit_survey/2016_Exit_ Survey_Highlights_Report_March_2018_ FINAL.pdf

From our Partners

Submitted by: Andrew Hiscock Tourism Development Officer Legendary Coasts of Eastern Newfoundland

SPRING 2018

One Very Special Trip to Start the Year

16

We hope that all tourism stakeholders and tourism employees from across the province had an excellent winter. Whether you were in the midst of planning during the off-season, or you are open-year round and it was business as usual, we trust that it was productive. We are excited for the high season, just over the horizon with all those icebergs!

From January 26-28, Minister Christopher Mitchelmore of the Department of Tourism, Culture, Industry and Innovation, along with a delegation made up of tourism officials and Legendary Coasts staff and board

What's your Level?

When we hear the word Accessibility, often times an image of a person in a wheelchair comes to mind. As it should be really! We are programmed to recognize the universal symbol of accessibility as a wheelchair. However, when you consider the many different types of disabilities, one symbol does not accurately represent all.

Tourism Quality Assurance (TQA) as the main organization responsible for quality assurance in tourism in Newfoundland and Labrador, deliver the Access Advisor program. Ensuring quality products and services are in place, assists tourism operators with providing positive experience for all persons, including those with disabilities, their friends and families.

members, visited Saint-Pierre and Miquelon. This was immensely important to our partnership with Saint-Pierre and Miquelon, and was one of the important early steps in continued success for both our province and the French Islands.

We were completely blown away by the hospitality of our colleagues in SPM, and the weekend proved to be a great success in strengthening our ties and solidifying our partnership through meetings and camaraderie. If only all international diplomacy was this easy, eh? Lots of work is ahead for both areas, but we at LCEN really feel we are plotting an excellent course.

We are continuing our efforts in the Destination Development Process, and we are amazed by the turnout and interest of our members and the stakeholders from Eastern Newfoundland. So far this year we held sessions in Bonavista (where a Murder Mystery took place), Carbonear (which was quite Shakespearean), and our latest was in the Town of Placentia. Please join us for our final two DDP sessions of the spring: May 2 in Ferryland and then May 23-25 in Grand Bank. Please contact our office at 709-595-3020 if you want to participate in these two exciting events – some amazing presentations and networking are planned!

The Newfoundland and Labrador and Saint-Pierre & Miquelon delegations during Minister Mitchelmore’s recent trip to the French Islands.

Through the Access Advisor program, we educate and assess levels of accessibility.

Newfoundland and Labrador is expected to have the highest number of seniors as compared to all other provinces in Canada by 2036. Accessibility is a growing concern in Newfoundland and Labrador; we must take steps to be prepared for this growing market. This applies to all tourism businesses, accommodations, restaurants, attractions and adventures, festivals and events, etc.

There are two key features of the Access Advisor program that help enhance the guest experience when traveling in Newfoundland and Labrador. Firstly, Access Advisor provides a much needed auditing of accessibility for those businesses that already indicate they are accessible.

An accessible ramp with a step before the entrance to the business is not fully accessible, a washroom that is too small to maneuver a power wheelchair is not fully accessible, nor is an overcrowded room which lacks a clear path of travel fully accessible! This auditing allows us to look at our businesses through the lens of our customers to ensure we are providing the

best possible experience we can. Secondly, Access Advisor designates levels of accessibility. Accurately defining and promoting your level of accessibility is critical to the guest experience. A person with hearing impairment may require different accommodations than a person with physical disabilities. By defining levels of accessibility, we can provide persons with disabilities and their friends and families with verified information on the level of accessibility that is available throughout tourism operations in the province.

If you would like to schedule your Access Advisor evaluation or would like information on any of TQA’s programs, please visit www.tqanl.ca, or contact us directly at 709.237.3311 nmcgrath@tqanl.ca. #everyoneiswelcome

Submitted by: Matt Molloy Marketing Coordinator Adventure Central Newfoundland

Adventure Central Celebrates Tourism Experience Development

The tourism sector does best when it is growing and Central Newfoundland is currently blossoming. The rate of growth has been impressive over the last few years with the assistance of the Central Newfoundland Destination Development Strategy, which has provided direction to all tourism stakeholders.

Adventure Central Newfoundland is working diligently with its partners and a wide variety of tourism ambassadors to achieve four main tourism priorities that will attract ideal visitors to Central Newfoundland, increase revenue for tourism related businesses, and enhance the length of stay to benefit all tourism operations.

“There has been a lot of engagement, a lot of creative ideas have been discussed, and there has been a ton of learning,” said Caroline Swan, Adventure Central Newfoundland’s Product Development Manager. “By collaborating, we learn so

Chris Tuck, Tourism Development Officer in Central with the Department of Tourism, Culture, Industry and Innovation, speaks in front of a crowd in Triton during Central’s DDP meeting.

much about the dynamics of the tourism sector, and we look at things from all angles.

“We want to make facilitators, organizations, and policy makers aware of what businesses need, acknowledge realities, align ideas and find creative solutions.”

With a collective aim of enhancing the people and program-based experiences, the four main tourism priorities for Central Newfoundland include: 1. Artistic Experiences Goal: To diversify experiences with artists, galleries, shops and studios through the development of artistic experiences Regional Scope Actions in a Nutshell: Establish an artistic network, complete an inventory of themed experiences, complete a gap analysis and assist artists to promote/develop new themed experiences Potential Action Items for Artistic Experience Providers: Brand/theme experiences, optimize promotion, participate in learning sessions and provide insight to help shape the way forward, and develop partnerships and package experiences 2. Accommodation Experiences Goal: To enhance the quality and expand upon the experience offerings of B&Bs, cottages and inns in the Central region Regional Scope Actions in a Nutshell: Identify accommodation experience providers and local best practices, increase provincial brand awareness and discuss yield management, provide information/ training on innovative visitor services, enhance regional partnerships, and assist accommodators to promote/develop new themed experiences Potential Action Items for Accommodation Experience Providers: Brand/theme experiences, optimize promotion, participate in learning sessions, provide insight to help shape the way forward, and develop partnerships and package experiences 3. Municipalities in Tourism Goal: To align municipalities with destination development and marketing strategies where tourism potential and partnerships with the tourism sector exist Regional Scope Actions in a Nutshell: Identify municipalities that are priority

tourism destinations, provide tourism awareness and direction, establish partnerships; identify each municipalities’ tourism related connections through services, roles, resources and assets; align municipalities with regional/provincial tourism development, and share destination success stories Potential Action Items for Municipalities in Tourism: Complete an inventory of tourism related connections such as services, roles, resources, venues, communications and assets; participate in learning sessions, provide insight to help shape the way forward, identify a tourism plan/strategy, optimize area promotion, develop partnerships, create a sense of pride, and inspire local businesses 4. Trail Experiences Goal: To identify solutions to broadening visitor experiences of the trail network in the Central region Regional Scope Actions in a Nutshell: Use the cluster-based approach to trail development in the Central Region, prioritize funding for trail networks and specific enhancements to align with the visitor’s journey, complete an inventory of trail experience providers, provide direction on year-round, multi-use tourism related trail network development, establish partnerships, identify new trail revenue generation opportunities, align inter-governmental interests and land requirements to both municipal interests and tourism product/experience development Potential Action Items for Trail Organizations and Trail Experience Providers: Review the current standing of the trail network, partner to enhance/ create sustainable visitor services for the trail network, participate in learning sessions, provide insight to help shape the way forward, align with regional/provincial development and marketing themes, optimize promotion, package experiences Together, we grow as an industry. If you would like to assist with these initiatives to enhance the tourism sector in Central Newfoundland, please contact Caroline Swan, Product Development Manager with Adventure Central Newfoundland via email at cswan@ adventurecentralnewfoundland.ca

SPRING 2018

From our Partners

17

A Seat at the Table?

Submitted By: Sherri Breen, Business Diversity Training Officer, Association for New Canadians

The Value of Diversity and Immigration to the Restaurant Industry in Newfoundland & Labrador

SPRING 2018

Kevin Massey, The Old Dublin Bakery

18

What comes to mind when you hear the term diversity? Do you view it as a multicultural mosaic, with people of colour living and working together in your community? Do you associate it with policies aimed at attracting immigrants to the province? Do you perceive it as an ideal rather than a tangible opportunity?

Or do you recognize it as a key priority that can help your business leverage its competitive advantage in the provincial economy?

For the Association for New Canadians, diversity is at the core of its mandate to help ensure businesses have the tools and knowledge necessary to meet the growing demand for skilled labour in a rapidly aging workforce – one that is expected to shrink by 13% over the next 15 years. With the provincial government forecasting as many as 64,000 job vacancies by 2025, the current economic and demographic outlook highlights the importance of immigration as a means to address these challenges.

To identify best practices for businesses operating within a rapidly diversifying marketplace, the Association for New Canadians (ANC), with support from ACOA and the Office of Immigration and Multiculturalism, partnered with Chambers of Commerce and Boards of Trade to host roundtable discussions in eight communities throughout Newfoundland and Labrador. The discussions helped to inform the development of a series of Cultural Competency Workshops on topics related to The Business Case for Diversity, Culturally Inclusive Hiring Practices, CrossCultural Interviewing, and Engaging a Diverse Workforce. The Association is currently delivering these workshops and is collaborating with Hospitality NL to engage and train its members.

“The restaurant industry is an important area of focus for us,” says Justin Campbell, Diversity Outreach Coordinator with the ANC. “We want to help businesses within the service sector leverage the unique pool of talent that exists in the industry. More than one fifth of newcomer-owned businesses are operating in accommodation and food services, and

we recognize the opportunity to work with them to increase recruitment and retention of immigrants to the province.”

Nancy Brace, Executive Director, Restaurant Association of Newfoundland and Labrador, has been involved in the restaurant industry in Atlantic Canada for over 35 years.

She views diversity as a broad term that incorporates the intersection of varying languages, cultures, and life experiences. From her perspective, servers who can converse with customers in languages other than English, and who have a shared connection – much like Newfoundlanders and Labradorians – are able to enrich the experiences of their customers whether they are locally, nationally, or internationally located. In highlighting the value that immigrants bring to the hospitality industry, Nancy particularly notes their rigorous training as well as their knowledge of dietary restrictions and other cultural practices. By embracing diversity, through for example, the hiring of newcomers, businesses are helping to ensure a positive customer experience for those national and international visitors to the province.

In fact, the growing demand for Japanese, Middle Eastern, and South Asian cuisine not only provides newcomer entrepreneurs with the opportunity to inject their own culinary influences into the local industry, but can also help diversify eatery options throughout the province. One such example is Serge Stojic, who arrived from Yugoslavia in 1996. Serge first connected with the ANC who helped him to secure employment in the food service industry. Pivoting that experience allowed Serge to open Saltwater Restaurant and Bar in St. John’s, which features a traditional menu with complementary international ingredients.

For example, the Atlantic salmon is prepared with southern bourbon, maple, and rosemary

glaze, and served with southern fried basmati pilaf.

“Serving international food gives local people an opportunity to taste something different that they wouldn't have had a chance to try,” says Serge. “However, I always make sure that my food is made with local product.

For me, the most important thing is to support the local economy in any way possible.”

Kevin Massey, owner/operator of The Old Dublin Bakery, is an immigrant from Dublin. He attributes his growing entrepreneurial success to learning the traditional ways of baking, to the cultural connection that the province has with Ireland, and to the support he has received from the Farmer’s Market. “People have been crying out for ‘old school’ scones, and my biggest complaint is meeting the demand,” he jokes. Kevin believes that newcomers – like Newfoundlanders and Labradorians – have a strong work ethic, which is key to making it as a small-business owner. “Many of us have come from cultures where you have to break your back. You don’t tend to leave a country because you have a cushy life; you leave because you want to better yourself.”

Nancy Brace notes that the story of immigrant entrepreneurs in Newfoundland and Labrador’s restaurant industry has been a longstanding part of the province’s history.

“We can reflect on the success of places such as Bianca’s as an example,” says Nancy. Owner Bianca Tzanov – an immigrant from Bulgaria – established the well-known restaurant in St. John’s at a time when ethnic cuisine in the province was quite limited. The business lasted nearly 25 years before closing in 2015. As the desire for new and interesting food grows, increased immigration is doing more than just ‘spicing up’ the food industry. It is also building a stronger and more diverse and vibrant economy.

Source: Labour Market Outlook: 2025, Department of Advanced Education, Skills, & Labour

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35 CELEBRATING

Years

2018

In , HOSPITALITY NL is CELEBRATING

35 YEARS

of SERVING the provincial

TOURISM

INDUSTRY

As the voice of tourism, Hospitality NL’s work on behalf of members and the sector has played a crucial role in developing the tourism industry into the flourishing economic driver that it is today. The association would not be what it is today without the support of our hardworking, passionate and innovative members who are committed to strengthening and growing tourism in Newfoundland and Labrador.

35 Years of History 2003

Newsletter of the Tourism Industry Association of Newfoundland and Labrador

1983

TOURISMtimes

Spring 2013

Efforts in the first phase of the Newfoundland and Labrador Tourism Board Partnership have produced results towards Vision 2020. The year started off with the announcement that the tourism industry has reached the milestone of generating a billion dollars annually. Above, Stan Cook Jr., Darlene Thomas, Bruce Sparkes, Jill Curran and Dion Finlay are just some of the faces and voices of leadership that have contributed greatly to the billion dollar milestone.

Tireless volunteers, advocates, promoters, and entrepreneurs in the tourism industry, they are dominant forces that are committed to growing the tourism industry to reach its Uncommon Potential.

1993

2013

And still going strong!