2011 / 2012 Huron Tourism Report

County of Huron

Annual Tourism Report

• 2011 Season in Review

Report Highlights •

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internet inquiries provide the most travel information. Current, attractive and informative websites are essential. Visits to the County Tourism website stayed strong visitors continue to stop at all tourism information centres in the area. Even with preplanning of vacations online, they ask centre staff about attractions, special events and directions etc., once they are in the area. total box office sales for Huron County’s three theatres in 2011= $1,737,914 ; local economic spin-off = $12,165,398 the 2011 Huron County Vacation Guide had 936 listings of local tourism establishments and special events. We printed 40,000 copies of the Huron County

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• 2012 Tourism Marketing Strategy

Travel Guide in 2011. the membership in the Huron Tourism Association (HTA) continues to be around 170 members each year. the County and HTA, hosted the 22nd annual Tourism Event and Brochure Swap in Seaforth in April, 2011. special events build, sustain and enhance our tourism products and provide cultural opportunities for local residents. tourism often provides “the first look” at an area and influences future relocation, retirement and investment decisions. the HIKING, CYCLING and FISHING/PADDLING brochures are our most popular specialty brochures.

Huron County and its tourism

partners are well positioned to meet the Trends for 2012: • • • • •

Ontario people traveling closer to home and often ‘last minute’; intergenerational travel and visiting friends and relatives; popularity of ‘get-aways’ and day trippers to this area from nearby larger urban areas; interest in genealogy and local food, culinary; the large ‘baby-boomer’ population (50+) interested in: soft adventure trips (eg. hiking, bird watching or walking); educational/ environmental/cultural interests; travel during the shoulder or bonus season.

Report prepared by: The Huron County Planning and Development Department - May. 2012

Page 1

Table of Contents A. B.

Introduction - The 2011 Tourism Season in Review Summary - Community Development Through Tourism 1.

Tourism Info Centres 2.

Attendance at County Attractions/Special Events

3.

Economic Impact of Theatres

C. Marketing Tools

1. Promotional Tools

a) Huron County Vacation Guide

b) Specialty Brochures

c) County Tourism Website

Page 2

3 3 4 5 7

8 8 10

d) Group Tour Development

e) Distribution Process

2. Partnerships

a) Huron Tourism Association (HTA)

b) RTO 4 and Neighboring County Alliances

c) Huron Arts and Heritage Network

d) Taste of Huron and Buy Local/Buy Fresh

Huron Perth Brochure

11

e) Shakespeare to the Shoreline

f ) Huron County Annual Tourism Event and Brochure Swap

3. Advertising

Marketing Efforts and Strategy

14

4. Travel Writers

Marketing Efforts and Strategy

18

D. E.

19 19

2012 County Wide Events Departmental Resources for Tourism

11 12 13 13 14

15 17

A. Introduction - The 2011 Tourism Season Huron County, Ontario’s West Coast, is the place to be.

Top Ten Reasons: • lakeshore • our theatres featuring excellent cultural events • our heritage attractions including museums, historic streetscapes and rural heritage • our varied and accessible natural areas • recreational opportunities – golf, hiking, cycling, fishing, paddling,...

• unique accommodations with country inns, B & B’s, resorts and motels/hotels • full range of restaurants with some promoting local products on their menus • our scenic rural vistas • shopping…shopping…shopping • our wide range of interesting and unique special events

Recent and current challenges to the tourism industry: • fluctuating and rising gasoline prices • ongoing decline in number of American visitors to Ontario due to: border crossing concerns with passport / card requirements for entry to America by Canadians and returning USA visitors; the moving American dollar exchange rate; economic anxiety and recession in Canada and USA; • health concerns regarding recent and lingering travel anxiety health concerns (eg. West Nile and H1N1 viruses) and food safety issues (eg. BSE and bacteria) • tornado damages and recovery in Goderich, Benmiller and area in August 2011 • potential water quality issues at local beaches • the ever present ‘best weather when you need it’ challenge.

B. Summary - Community Development through •

tourism in Huron County is a significant and growing industry and represents an important component of our economic development.

• agri-tourism and rural tourism represents a growth area for Huron County and a positive partnership with our largest industry - agriculture.

• tourism services and attractions provide employment for young and older residents alike, both in summer employment and full time.

• many tourism establishments and attractions are enjoyed by our local residents and add greatly to our quality of life eg. restaurants, theatre, recreation.

• many residents of Huron County have relocated to this area after vacationing here in the past.

Trends 2012 • the trend of Ontario and US people traveling closer to home = Staycations.

• significant decline in American visitors to Ontario will likely continue although they are still coming to their Huron County cottages and the American VFR (visiting friends and relatives) are our most realistic American demographic.

• increase in intergenerational travel ie. grandparents taking grandchildren on vacations.

• the consistent stream of VFR traffic to our local residents.

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tourism

ie. reunions, weddings etc. (represents 35% of our visitors) • popularity of ‘quick and last minute get-aways’ to this area from our nearby larger urban areas • increase in rural tourism appeal ie. finding your roots.

• the large ‘baby-boomer’ population with its interests in soft adventure trips (eg. hiking, bird watching or walking); the boomers are also attracted to experiences which educate and feed their desires for local foods, local culture, heritage and a healthy environment.

• signature events such Taste of Huron and Doors Open Haunted Huron will continue to attract visitors seeking memorable and unique experiences.

The County will work in partnership with the tourism industry and the Huron Tourism Association (HTA) to: • support tourism initiatives; • to develop marketing incentive strategies; • to enhance the tourism website and develop new online initiatives; • to engage in social media promotion opportunities; • to prepare and maintain a consumer and trade database; • to promote Huron County as a destination and as an investment opportunity.

1. Tourism Information Centres Information Centres Centre

Location

Operated by

Stats - # of visitors, calls, etc.

Origin of visitors 2011

Central Huron Info Centre

Millennium Park, Clinton

Municipality of Central Huron

237 Visitors (2011)

France, Netherlands, Sussex Eng., BC, US, Newmarket, Lion’s Head, Sudbury, Toronto.

Goderich

Hwy.21 on Hamilton St.

Town of Goderich (with marketing support & partnership with HTA)

2009 - 16,867

90% - Ont 5% - USA 3% - Other Countries 2% - Other Provinces

2010 - 13,542 2011 -20,950

Comments

The number of visitors actually visiting Tourist Information Centres amounts to approx.

2% of the travelling population. Numbers of visitors to the area varies from year to year depending on weather, economy, gas prices etc. Many are repeat visitors so do not visit tourism office or if the weather is nice go directly to the beach. More people research website before visiting. Tourism dropped considerably in 2011 following the August tornado and is slowly increasing.

Grand Bend

Crescent St.

Grand Bend & Area C of C

2009 - 16,536 2010 - 15,508 2011 - 13,450

Emails 7,165 Website Visits 79,006 Phone & office visits

Lucknow

Lucknow Area, Cty. Rd. 6

Lucknow & District C of C

2009 - 285 2010 - 230 2011 - 340 est.

Staffed in summer by summer student.

Busiest weekends were Strawberry Summerfest, Fiddler’s Jamboree, Music in the Fields and long weekends

Seaforth

40 Main St. S.

Huron East EDC/ HBDC Huron Cty Youth Internship initiative.

2009 - 1219 2010 - 1221 2011 - 1581

Over 5% were out of prov. or out of Country and 50% travelled more than 1.5 hours

Figures up from previous years, again due to improved location, washroom facilities, signage; also kiosks at both the Seaforth Country Classic and Walton Motocross

Wingham Tourism info. centre

North Huron Museum

Township of North Huron

2009 - 48 2010 - 544 2011 - 768

Germany, Wales, New York, Dryden, Cayuga, Bothwell, Toronto, Listowel, Mississauga, Owen Sound, surrounding area

Mainly ask for directions, accommodations or where to eat. General Information on area.

Information on Alice Munro and Barn Dance History. Genealogy research/ questions (directions to cemetery, library, historical points of interest).

The following locations had visitor information available in 2011; however, no 2011 statistics were available: • Bayfield Chamber of Commerce info centre (Hwy#21 south) • Blyth Festival (lobby display) • The South Huron info centre was not in operation in 2010/2011.

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A look at the numbers from the Ministry of Tourism: • in 2009, 854,000 total visits to Huron County (389,000 were overnight visits) • 94% were Ontarians Visitors from Middlesex, Waterloo, Perth, Huron and Bruce make up 57% of all visits

2. County and Area - Special Events & Attractions * Special events and attractions continue to build, sustain and enhance our tourism product.

Event and Attendance

2011

2010

Aqua Fest, Grand Bend

1,000

953 n/a n/a 275 395 2312 100 340 1116 700 1200 709 2500 500 600 75 6,371 350

n/a 2980 275 300 950 4,000 750 397 2,700 not held 3,800 2,200 1500 650 240 4574 6,500 4,800 210 225 66 350 171 n/a 600 2400 10,000 725 n/a 560 20,000 500

1,675 n/a 100 300 426

200 400 1,500 800 1,800 700 4,000 1,250 1500 125 6,570 475 1710 1000 89 800 3175 225 298 1000 2,000 700 470 2,500 not held 3,900 2,500 1,500 700

3,400 6,400 5,000 200 400 63

143 305 575

9,000 970 1,300 101

1,500 564 80 364 248

165 550 1,283 800 1,800 665 3,900 600 1,200 150 6618 500 1,771 250 79 550 1,500 650 291 700 n/a 550 390 3,200 1,800 4,475 n/a 1,800 400

3,500 5,100 2,800 n/a 275 73

103 210 620

8,000 950

125

1,800 534 260 350 250

280 600 1,375 800 2,000 360 650 1,000 150 6,832 520 1,770 225 150

All T-Birds Get Together, Bayfield AM920 Ontario Open Country Singing Contest, Blyth Annual Demo Day, Exeter Annual Olde Tyme Fiddlers Jamboree, Lucknow Annual Rainbow Trout Derby, Benmiller Bach Music Festival,(South Huron) Exeter Bannockburn Fall Hike Bayfield All Canadian Breakfast Bayfield Antiques Show and Sale Bayfield Collector Exhibition Bayfield Fall Fair Bayfield Festival of Song Bayfield Home and Garden Show Bayfield Rummage Sale Bayfield Vettfest (246 cars) Bayfield Writers Festival Belmore Maple Syrup Festival Bluewater Kennel Club–All Breeds Show/Obedience Trials Blyth Festival Childrens Show (Inc. in Theatre Special Events) Blyth Festival Theatre Book Sale (Inc. in Theatre Special Events) Blyth Spirit (Inc. in Theatre Special Events.

Burgerfest, Grand Bend Campout Jamboree Show, Blyth Celebration of First Nations Celtic College, Goderich Children’s Festival, Goderich Christmas in Bayfield Ciderfest, Egmondville Classic Car, & Motorcycle show, Benmiller Clinton Pluckinfest Clinton Scarecrow Festival Clinton Spring Fair Collectible, Craft and Keepsake Show and Sale Exeter Harvest Celebrations Country Breakfast, Egmondville Crafting Connections, Goderich Dungannon Tractor Pull weekend Earth, Air, Fire & Water - Celtic Roots Festival Exeter Rodeo Exeter Tree Lighting Fall Colour Tour, Wawanosh Nature Centre Family Fishing Derby, Benmiller Festival of Fitness and Art in Bayfield Fiddling at The Falls Jamboree (91 fiddlers), Benmiller Forbidden Ride Motorcycle Tour Goderich Art Club Annual Exhibition and Sale Goderich Home and Garden Show Goderich Festival of Arts & Crafts Goderich IODE Christmas House Tour Goderich Twp. 175th Celebration Goderich Triathlon (Inc. participants, spectators & volunteers) Grand Bend Canda Day Celebrations Grand Bend Studio Tour

Page 5

2009

2008

1,100 400 355 800 5,000 850 396 3,000 3,000 4,300 3,800 500

3,000 5,100 2,500 200 300 54

137 600

10,000 1001

130

2. County and Area - Special Events & Attractions cont’d Event and Attendance

2011

2010

2009

50th Annual Huron Pioneer Threshers & Hobby Show Kick-off & Barn Dance, Blyth 50th Annual Huron Pioneer Threshers & Hobby Show (835 campers), Blyth Hensall Community Yard Sale Here In Huron, Exeter Home Tour Exeter Home for the Holidays, Bayfield (held every second year) Huron Farm Hiker Tour Lucknow Music in the Fields Lucknow Strawberry Summerfest Mopar Canadian Nationals (Grand Bend Motorplex)

666 15,000 5,000 n/a n/a n/a na 4,500 5,200 28,000

13,000 5,000 n/a 325 486 n/a 4,000 4,500 20,000

14,500 5,000 1,000

n/a 175

7,500 24,500

11,000 5,000 750

465

6,500 22,000

320 2,870 1,000 60 225 4,500 800 n/a n/a

130

700 n/a n/a

n/a

n/a

130

550 500

n/a 410 1,000 1,000 4,500 n/a 1,500 120 600 800 500 1,000 275 200 375 175 n/a 5,000 155 28,000 3,500 n/a 3,500 12,500 600 500

n/a 585 1,200 1000 4,000 1,850 1500 150 500

500

400 200 300 150 1,500

140 31,150

2,075 2,500 16,000 600 500

100

1,200 1,000 4,500

3,500

460

350 210 300

850

25,000

1,350 525 18,000 550 400

231,623

195428

177934

Murder at the Albion Hotel, Bayfield Narcisse Play, St. Joseph Navel Ship Night Hike & Owl Prowl North Lambton Quilters’ Guild Show Out of the Storm, Goderich Poinsettia Celebration, Zurich Quilt Show, Goderich (takes place every 3 years) Quilt Show, Lucknow (every 2nd year) Quilters in Bloom (not happening in 2010 Rural Roots (Celtic county wide event) 2010 1st year Sail and Canvas Seaforth Community Yard Sale & Sidewalk Sale Seaforth Country Classic Seaforth Doors Open Seaforth Fall Fair Snowfest (MVCA) South Huron Children’s Festival South Huron Mud- Bogg’n South Huron Trail Run South Huron Family Day Winterfest Spring Breakfast, Egmondville St. Joseph & Area Historical Society Breakfast in the Park Sunset Arts Opening Gala, Grand Bend Sunset Christmas Open House, Grand Bend Taste of Huron Thanksgiving Market and Sidewalk Sale, Grand Bend Trout Derby, Falls Reserve Walton Transcan National Motocross (950 entries) Walton Provincial Double Hitter Westcoast Bluesfest, Goderich Wingham Muskrat Festival Zurich Bean Festival Zurich Fall Fair Zurich Fish Fry and Silent Auction Total

Page 6

2008

307

2,000 1,000 5,000

3,000

450

400 200 300

25,000

235 600 24,000 600 350 187482

2. County and Area - Special Events & Attractions cont’d Attraction and Attendance Huron County Museum, Goderich Huron County Marine Museum, Goderich Huron County Historic Goal, Goderich Sky Harbour Gallery, Goderich Airport (estimate) Huron Country Playhouse (June – Sept.)

Blyth Festival The Livery / GTL The Sallows Gallery Laithwaite Apple Park, near Goderich School on Wheels, Clinton Clinton Raceway (est.)

Clinton Racetrack Slots (April 2011 to Mar. 2012) Seaforth & Area Museum The North Huron Museum, Wingham Barn Dance Hall of Fame (mostly group buses), Wingham Grand Bend Motorplex

2011 9,928 1,377 5,959 0 42,309 19,453 5,056 1,476 300 1,607 19,600 180,217 62 458 425 65,000

2010 12,695 1,769 6,693 900 49,884 20,823 4,890 2,305 310 1,300 19,400 180,000 300 544 376 65,000

2009 11,326 1,609 7,596 875 48,340 22,220 4,017 3142 325 1,533 20,000 174,470 100 462 462 70,000

2008 12,573 1,375 6,821 1,142 47,057 25,994 4,017 2.038 325 1,200 20000 174,457 60 160 160 75,000

St. Joseph Archives Bayfield Archives Point Farms Provincial Park, near Goderich (Incl. day use visitors) Pinery Provincial Park, near Grand Bend (Incl. day use visitors) Lambton Heritage Museum, near Grand Bend Attendance (average overall) of above attractions (except the Pinery)

500 n/a 75,107 606,477 10,000 673,446

275 n/a 76,128 610,577 13,073 610,577

275 200 78,778 613,000 10,900 639,305

200 150 76,500 621,606 11,000 652,408

3. Economic Impact of Theatres Blyth Festival

Huron Country Playhouse

Goderich Little Theatre

Totals

Box office Sales 2010

$404,277

$1,650,000

$73,354

$2,184,176

Associated Sales 2010

$2,829,939

$11,550,000

$513,478

$15,289,232

20,823

49,884

4,890

79,914

Box office Sales 2011 Special Events 2011

$315,843 62,235

$1,183,775 $37,558

$64,005 $17,953

$1,620,168 $117,746

Total Sales 2011

$378,078

$1,221,333

$81,958

$1,737,914

$2,646,546

$8,549,331

$573,706

$12,165,398

19,453

42,309

5,056

71.135

Attendance 2010

Associated sales 2011 Attendance 2011 Audience

40% local (less than 40 minute drive) 40% intermediate (between 40 minutes and 2 hr drive) 20% distant (more than 2 hrs away)

60% coming from London; 40% coming from Sarnia, SW Ontario, Toronto and Northern Michigan

Mainly Goderich & area patrons

2011 Season

37th summer season

40th Anniversary:

63rd

Our link to The Stratford Shakespeare Festival: Huron County is “within an hour of Stratford”.

• 2012 is the Theatre’s 60th year of operation, with many anniversary promotions planned.

• Number of visitors to Tourism Stratford information centres in 2011 - approximately 88,400 visitors at their two locations: Information Centre (May to Oct.) and 47 Downie Street (Open year round) • Stratford’s theatre patrons (455,044 in 2011 - down from 524,200 in 2010) are our theatre patrons – we advertise in the Stratford Festival guide.

• Stratford patrons often come west through our County to Lake Huron for daytrips and then return to the evening performances at the Stratford Festival.

• the partnership with Perth County in “Shakespeare to the Shoreline” creates a reason for Stratford visitors to stay in the area longer and venture west.

• our accommodations also indicate that they have overnight guests who are Stratford Theatre patrons during the day and choose to stay in Huron County because of proximity to the lake.

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B. Marketing Tools

1. Promotional Tools

a) Huron County Vacation Guide Marketing Efforts: • since 1993, market research has shown us that a comprehensive vacation guide is an effective and costefficient way to promote Huron County .

• local tourism establishments indicate that they receive direct business from being listed in the guide.

• travel centres say that our guide is popular, visitorfriendly and created for the user, not the advertiser; local residents also use it and promote it for visiting friends and relatives.

• it is a useful tool to encourage visitors to be aware of all of the attractions and services available in the County, thereby encouraging them to lengthen their stay in the area.

• the guide is also beneficial to the marketing of the County as a whole – for example, it is used in job fairs, doctor recruitment events and quality of life promotions.

• the guide is sponsored by - the County of Huron, Huron Tourism Association (HTA), marketing projects (eg.

Shakespeare to the Shoreline, Taste of Huron and Huron Arts and Heritage Network) and individual business sponsorships.

• HTA members receive a symbol beside their listing, in addition to a colored and expanded listing.

• any Lambton, Bruce and Perth County tourism establishments listed in our guide must be both a current paid member of the HTA and a paid sponsor of the Huron County travel guide. b) Specialty Brochures Marketing Efforts: • Cycling (2010) Hiking (2009) Fishing/Paddling

(new edition in 2011) • 40,000 of the above brochures are printed on a three year rotation.

• these brochures are promoted in the Travel Guide and also on the website as downloads.

• significant local interest and niche markets indicate that these brochures should be kept as individual brochure publications/ fold out maps.

• addition of paddling to the fishing brochure has been well received.

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Strategy: • continued full color and full bleed design • to increase sponsorship we will review/implement additional revenue generating ideas, such as social networking /online campaigns.

• members of HTA will continue to receive a symbol beside their listing, in addition to a colored and expanded listing; this has been very well received and has encouraged new members to join the Association.

• Print 35,000 Vacation guides and monitor demand.

• Added the following information to the 2012 guide: curling, lawn bowling, consignment shops and nightlife.

Strategy: • continue to publish the three brochures to meet market demand in key demographics.

• continue to partner with funding sources (eg. MNR, Huron County Health Unit and others. ) • improve usability of the three brochures through implementation of aerial photos, accurate site descriptions and GPS coordinates.

• pursue rack card campaigns for high demand activities.

• establish/maintain contact with travel writers who focus on outdoor activities.

1. Promotional Tools - cont’d These are the listings in the 2008- 2011 Travel Guides, by type: Listings Accommodations - motels/hotels/inns/cottage resorts Adventure Tours

2008 27

2009 27

2010 27

2011 27

2

3

3

3

117

117

121

113

Artisans & Art Studios Attractions - Activities Attractions - Museums & Heritage Bed & Breakfasts Bowling Centres Campgrounds Conservation Areas Cottage Rental Service Cross Country ski areas Cycling Tours Dog Sledding

43 8 19 54 5 26 33 2 20 1 0

42 8 19 52 5 26 33 2 20 1 0

42 6 20 47 4 25 33 1 20 1 0

40 6 21 45 4 24 33 1 21 1 0

Flea & Farmers’ Markets Golf Courses Horseback Riding

9 10 3

9 10 3

12 10 3

12 10 4

Marinas Mini Golf Courses Movie Theatres Municipalities Other HTA members Nearby Attractions and Historical Contacts Nurseries and Garden Fare Paint Ball Permanent & Seasonal Accomm.

Public Beaches Public Fee fishing/Fly fishing Recreation Centres Real Estate Rentals – cottages, apartment suites & houses Restaurants Reuben R. Sallows Gallery - special exhibits

7 1 2 9 14 11 22 1 6 16 4 3 4 38 124

7 1 2 9 16 14 22 1 6 16 4 3 4 38 124 3

7 2 2 9 17 14 21 1 7 16 5 3 4 38 118 3

6 2 2 9 16 14 22 0 7 17 4 4 4 39 113 2

Skydiving Spas Special Events Re-occurring Special Events Special Events - Huron County Museum Exhibitions Tastes of Huron Theatres Sailing Excursion Visitor Information Yoga/Dance Studio Total listings

1 10 198

1 10 207

7 80 4 2 17 1 961

5 80 4 2 17 1 974

1 11 175 7 7 76 4 3 22 1 947

1 10 170 7 3 85 4 1 22 1 936

Antique & Specialty Shops

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Your Guide to Huron County Hiking Trails

HikingGuide

Page 1 www.hikehuron.ca

1. Promotional Tools - cont’d c) County Tourism Website and Online Marketing Efforts • to maximize internet accessibility, 4 domain names are registered as: www.ontarioswestcoast.ca, www. ontarioswestcoast.com, www.hurontourism.com and www.hurontourism.on.ca. All domains lead to same site.

• various sites have been used for specific projects to measure and track visitation (ex. hikehuron.ca, tasteofhuron.ca and visithuron.ca).

• overall there were over 22,000 visits to these pages in the months of July, August and Sept.

• email address is: tourism@huroncounty.ca • our tourism website received 73,688 views in 2010 (August and on) with 121, 226 views in 2011 • 78% of users are new visitors, and the average time spent on the site is 2:52mins (double the average); top traffic resources are: google.ca, huroncounty.ca and ontariotravel.net • the top way they are finding the site is through google searches. The top search terms are: Ontario’s West Coast, Huron County and Huron Tourism.

• maintained direct links to the web sites of participating tourism establishments and other municipal sites.

• continued to provide downloadable guide and specialty brochures; updated and redesigned home page.

• increased reciprocal links with other tourism websites.

• Ontario’s West Coast now has pages located on Facebook (4 different pages), YouTube, Twitter, Posterous blog, Vimeo, Foodspotting and Wordpress.

• in 2011 the tourism database was updated.

• in 2011, the County contracted a social awareness coordinator to facilitate the planned postings and conversations with social media and online web postings to all of the sites.

• in 2011 Kaylie Ginn volunteered in helping to write the Ontario Travel Divas blog, enhancing links and search engine optimization. Three new “Divas” started in late 2011. The site had over 20,000 page views in 2011.

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Strategy: • continue to update the tourism database to improve searchability and accessibility.

• an increased budget for a keyword campaign will help to increase traffic flow to the website.

• increased social media networking through additional sites.

• internet advertising through key targeted websites such as canoe.ca • incorporate Ontario Travel Dudes to target new demographics.

• work with new Huron County online tourism business ventures such as Hitchedinhuron.com and the ruralist. ca to further promote Huron in niche markets.

• continue to promote and enhance the new specialty websites such as: golfhuron.ca; cyclehuron.ca; fishpaddlehuron.ca; hikehuron.ca

1. Promotional Tools - cont’d d) Group Tour Development Marketing Efforts: • Elderhostel (Exploritas) programs, church travel groups, hiking trail associations and retired teacher travel clubs are examples of smaller group tours which travel in the Huron County area.

• responses to inquiries providing information.

Strategy: • studies show that members of an overnight group tour can spend an average $115 each per day, which can translate into an average of $5,000 per day per bus group.

• group tours (especially in the seniors’ market) tend to concentrate on the Toronto and Niagara Falls area. The tour companies are starting to look at areas such as Huron County to experience the new and different in destinations.

• redirect our efforts for group tours to work with the main ‘group tour destinations’ in the County (eg. theatres, museums and large accommodations), rather than promoting the general region to group tour operators.

• review ‘market – ready’ establishments for appropriate match of experience to consumer needs.

• enhance connection with special interest tour operators; place an updated Huron County group tour manual on the tourism website featuring ‘group friendly’ attractions, accommodations, restaurants, suggested itineraries etc.

e) Distribution Process Marketing Efforts: • the Huron County Travel Guide and specialty brochures were distributed to the following locations: 1. Ontario Travel Centres (18 in total).

2. Local, regional and USA tourist info centres. (over 80) 3. Local businesses.

4. Local tourist attractions (Theatres, Museums, etc.)

5. Email/phone/mail requests 6. Conferences/meetings/reunions 7. Garden/Horticultural shows, Women’s shows and various special events 8. Summer students delivered over 33,000 guides plus specialty brochures to 235 area tourism

establishments. This is greatly appreciated by the tourism businesses and allows for interaction and updating of information also. A number of gas stations now have the guides available.

• 2011 was the 2nd year using the County 1-888#; prior to this the Tourism Goderich 1-800# was the contact.

• a yearly database tracked the location and quantity of publications being distributed or mailed; this helps to determine the popularity of each brochure, and the effectiveness of specific distribution points and ads.

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Strategy: As in previous years, it is planned that Huron County tourism literature will be distributed to the following locations: 1. Ontario Travel Centres (18 in total) 2. Area Tourist Info centres and Chambers of Commerce egs. Goderich, Bayfield, Grand Bend, Clinton, Seaforth 3. Local, regional and USA tourist info centres (over 80) 4. 9 Municipal Offices in Huron County & Huron County Planning & Development Dept. Office 5. approx. 725 businesses appearing in the guide 6. Clinton OMAFRA office 7. Area Attractions Egs. Huron County Museum, Goderich; Van Egmond House, Seaforth 8. Theatres - Blyth Festival Theatre, Huron Country Playhouse and Wingham Heritage Theatre 9. Ontario Travel Shows (through partnerships) 10. All Huron County Library Branches 11. Travel Agencies; CAA/AAA offices 12. Individual Phone, E-mail and Mail Requests in Response to Advertisements 13. Special Events in Huron County and area 14. Continued and increasing Internet accessibility

2. Partnerships Huron County is fortunate to participate in many government and industry partnerships including: Huron Tourism Association, Huron Business Development Corporation, area Chambers of Commerce and BIAs and Ministry representatives (eg. Nancy Fallis) a) Huron Tourism Association (HTA) History/Background of the Huron Tourism Association • formed on September 7, 1993; • the mandate of the HTA is to develop and target cost effective and results oriented tourism strategies within Huron County - Ontario’s West Coast, on a shared cost basis among its members. Huron Tourism is a membership based “action organization.” Many hours of volunteer effort are contributed by HTA members.

• The membership for HTA ranges from 170 - 200 members per year Industry and Government Partnership: • the Planning and Development Department has been and continues to be closely involved in the activities of the Huron Tourism Association as a resource/support body.

• our cost sharing promotions are very cost-effective for the County’s tourism mandate.

• the HTA’s link to the County Planning and Development Department is modelled in other Ontario municipalities.

With our partnership, we accomplish more tourism initiatives, share industry knowledge and avoid duplication of efforts and funds.

• County staff members, Cindy Fisher and Jenna Ujiye are members of the 14 member HTA Board of Directors Membership Advantages: • HTA members receive a window decal indicating a membership in the ‘H T A -Ontario’s West Coast’.

• a highlighted feature and enhanced listing in both the County Travel Guide and corresponding website attracts most members.

• see membership/information brochure for a more complete list of membership advantages.

Highway Signage: • a County Wide signage policy for tourism directional signage was approved in 2009; Since then 27 welcome signs were located at all county road entrances into the county in partnership with County Public Works Dept.

• striving to obtain provincial approval to have the same signage located at county entrances on Provincial Highways (#4, 8 & 21) • directional/way finding signage was launched in 2010; close to 50 tourism businesses and attractions have purchased over 60 branded directional signs to date,

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under contract, for their businesses.

Logo/Branding • the County of Huron’s tourism logo (revised in 2008) continues to be well received by the local tourism industry.

Video: • 30 Huron County tourism videos have been created and are available online.

• they have been produced using County staff skills and also with assistance from co-op students.

• 10- 15 more tourism videos will be produced in 2012.

Banners: • several promotional banners are readily available for shows and displays. Their themes range from beach stories, to countryside and coastline, to culinary tourism, to four season experiences to geographical location banners.

Committees: • the Association’s committees are involved in such activities as: advertising/marketing; fundraising; education; membership; Huron Arts and Heritage Network; Shakespeare to the Shoreline; and brochure swap/tourism event.

• a hospitality training and education opportunity has been offered in cooperation with ‘The Foundation for Enriching Education’. Two teacher trainers offered hospitality training (OTEC certified) to secondary school students in Huron and Perth as a pilot project in 2006; to date, over 300 students have graduated from the program.

• Customer service training is also offered through HTA, Foundation for Education and the County; the second

2. Partnerships - Cont’d • •

“Best Host West Coast” FAM tour is scheduled for May 27, 2012.

The Huron Business Development Corporation (HBDC) also offers customer service training.

County Tourism staff are often asked to be on a variety of event committees; in 2012 , the London Free Press Shunpiker tour announced that the tour would be going through Huron County on Mother’s Day Sunday

HTA Association Meetings/Events: • these meetings create networking opportunities; allow the host to promote their tourism business (i.e. a mini –FAM tour); provide education through guest speakers and the sharing of member information, ideas and issues.

• in addition to regular meetings, a tourism event and brochure swap, and fall dinner meeting are both held annually in an effort to attract additional tourism establishments.

Regular Tourism Newsletters: • Since 2011 the Newsletter has been a digital version through Constant Contact. This method has helped to get information out to members and other businesses in a timely manner.

• it includes e-mail reminders of events, surveys and news to all businesses in Huron County.

HTA Board Composition goals: geographic representation; sector variety; urban/rural mix ; male / female members and experienced / new members.

HTA Board of Directors 2012: President - Tim Cumming, Ausable Bayfield Conservation Authority Vice-President - Bob Marshall, Tourism Goderich Second Vice-President - Laurie Ginn, Shelter Valley Campground, Central Huron Secretary - Liz Ihrig, Hessenland Country Inn, Zurich

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Treasurer - John Bezaire, Blyth Festival Additional Members • Mary Cardiff, Drayton Entertainment/Huron Country Playhouse • Rosemary Davis - H.O. Jerry (1983) Ltd., Goderich • Peter Drew - Kerry Creek B & B, Kingsbridge • Cindy Fisher - Huron County Planning and Development Department • Joan Karstens, Brentwood on the Beach, St Joseph • Susan Mills, Grand Bend & Area Chamber of Commerce • Kevin Reid, Benmiller Inn and Spa • Clair Soper - Clair on the Square B & B, Bayfield • Jenna Ujiye, Huron County Planning and Development Department Newsletter Editors: Marie McGuire & Jenna Ujiye HTA Coordinator: Cindy Fisher b) Neighbouring County Alliances and Regional Tourism Organization (RTO) 4: • HTA encourages partnerships with neighboring areas such as Lambton, Bruce, Grey and Perth Counties. In the past six years, two significant programs have been continued with Perth County - Shakespeare to the Shoreline and Buy Local/Buy Fresh.

• the theme, Ontario’s West Coast, can be used for the entire area when we are in joint marketing ventures.

• in 2010 the Province created 13 new RTO’s (Regional Tourism Organizations) • Huron County is in RTO 4 (in partnership with Perth, Waterloo and Wellington Counties/Regions); in 2012 Huron is represented on the RTO board by Kathy Nichol, Joan Karstens and Mike Pullen . Jenna Ujiye is the Destination Marketing Organization representative for the partnership committee.

• the new provincial dollars market our region in targeted Toronto areas with campaigns such as: timeout.travel • the dollars will help Huron to build on current campaigns and leverage dollars.

• in 2011, David Peacock was hired as the ED of RTO4; he has previous experience with Huron County.

• in 2012, RTO4 will launch a new reservation system; over 20 Huron businesses have signed on. c) Huron Arts and Heritage Network (HAHN) • HAHN continues to market this program with the theme of “Celebrate! Yesterday, Today and Tomorrow” • members include museums, theatres, antique stores, art studios, bed and breakfasts in heritage homes, artists, artisans, studios, municipal and heritage organizations etc.

• HAHN continues to support and promote: the County

2. Partnerships - cont’d

•

Cultural Plan; marketing of the CD project of ‘Historical Notes’ from the Huron County Historical Society; business workshop series for artists in partnership with the Small Business Enterprise Centre; theatrical, literary and music events.

Karen Stewart is the HAHN events programmer coordinator; after several years Laurel Armstrong has retired at the volunteer committee chair, she is replaced

by Deb Sholdice of Blyth Festival.

HAHN Events • Celebrating First Nations will be replaced in 2012 with an early summer International festival.

• a new addition in 2012 is the summer lakeshore festival, celebrating marine heritage, clean water and more in July 2012.

• ‘Doors Open” is held every second year. On October 13 - 14, 2012 dozens of sites and events will be offered as part of this heritage and culture event • the HAHN “Cultural Awards” , launched in 2010, fullfills a need to recognize organizations, individuals and events that enhance Huron County and highlight its rich and diverse history and culture; This popular celebration honoured 27 nominees in 2012.

• the County is a member of Creative City Network, which has an online resource centre pertaining to cultural planning and policies as well as an active forum for sharing information pertaining to municipal cultural policies and best practices.

• local youth and culture is a focus of HAHN’s programming: in November 2012, the “EPIC Shift Youth Festival” will showcase the work of many local, talented young people.

• in fall of 2011, a third Huron County Cultural Symposium showcased the County Cultural Mapping Project.

• “Culture Days”, a national program celebrating local arts, will recognize a countywide Communitrees project; d) Taste of Huron and Buy Local/Buy Fresh Huron Perth Brochure • trends continue to indicate that agri-tourism and rural tourism have potential for growth in Huron County; interest in local foods is the predominant culinary trend of the new century.

• success in this area means full time, seasonal and part time jobs for our youth and mature work force.

• agriculture is the foundation of Huron County and the industry’s establishment of farm tour days, special events, fairs and farm gate sales establishments show

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• • • •

promise for more activity in this area.

The Huron Harvest Trail (HHT) Program was created in 1998, and it was replaced by the Taste of Huron (TofH) in the county vacation guide and website in 2009. each participant has a TofH symbol beside its guide and website listing; this enhancement is a pay to play marketing initiative. media travel articles about local foods are also being coordinated by Laurel Armstrong, Brittany Fry and Jenna Ujiye.

91 Huron County food producers are featured in the Tastes of Huron section of the County travel guide

Buy Local / Buy Fresh Huron Perth • the first edition of this material was in 2008 in partnership with the provincial Buy Local Buy Fresh marketing initiative which includes partner signage; this brochure features ‘pay to play’ producers of food products from Huron and Perth Counties; It features products ranging from honey to fruits to vegetables to chocolate to meat to fish.

• the Huron Perth Farm to Table Committee guides the production of this brochure in addition to other local food initiatives.

• the third edition Buy Local / Buy Fresh Huron Perth brochure was launched in August of 2010, maintaining participant buy-in with 107 producers (46 from Huron and 61 from Perth); 13 restaurants.

• the fourth edition (2012-2014) will be released summer 2012 • in addition to the standard distribution, the brochure was widely distrubuted at events such as the Taste of Huron and Savour Stratford Perth. e) Shakespeare to the Shoreline • since 2004, this program has featured more than 110 sample stops in Huron and Perth Counties, along an area surrounding the Highway #8 corridor. The seven themes are: • Antiques and Collectibles, Artisans and Art Galleries, Farm Markets, Gardens and Gardeners Dreams, Historic Stops and Attractions, Live Theatre and Performances and Nature Walks.

• in addition to these themes participating accommodations and dining partners are included.

• five additional routes were launched in 2007, taking travellers

2. Partnerships - cont’d

•

north and south of this travel corridor, keeping them in the area longer • media promotions and FAM tours are coordinated by the S to the S committee led by Co-ordinator Laurel Armstrong.

• the season launch occurs at the Stratford Garden Festival in March of each year.

• editorial features have been coordinated in the following magazines/ newspapers: Grand Magazine (KW), West of the City (Mississauga), Eatdrink, London Magazine etc.

• in addition to County funding, Provincial IPPP funding is used to augment marketing support into nearby urban markets.

• communications and promotional activities focus on driving consumers to the website, to access downloadable pdfs available on the web pages.

• two specialty tours (“Taste Trek” and “Style Trek” have been designed to target the female demographic. the travel routes and experiences included in the Shakespeare to the Shoreline travel program are also designed to invite Stratford visitors to ‘get out of town’! By providing easy-to-follow routes, visitors to the region, can find their way cross ‘county’, experiencing the real and rural vistas and villages, slowing the pace of their travel to ‘tour, taste and linger’ in our area.

f) Huron County Annual Tourism Day and Brochure Swap • April 2011 marked the 22nd annual Huron County Tourism Day and Brochure Swap. It was held in Seaforth and attracted 125 registrants with 50 business/

Page 15

•

•

organizational brochure displays. The majority of participants were from Huron County with several registrants from the Counties of Grey, Bruce, Perth, Lambton, Wellington and Middlesex. participants gather for morning FAM tours, speakers, lunch and award presentations; the event ends with the popular brochure swap which is open to the public, as part of HTA’s and the County’s mandate to inform the public about tourism and what we have to offer. the 2012 event was in Wingham on April 19, 2012. Over 100 people attended and enjoyed the speaker, morning FAM tours, lunch, awards and brochure swapping.

Locations of the Annual Event 1990-91 Goderich 1992 Benmiller 1993 Blyth 1994 Grand Bend 1995 Goderich 1996 Exeter 1997 Wingham

1998 Hensall 1999 Seaforth 2000 Lucknow 2001 Goderich 2002 Zurich 2003 Holmesville

2004 Wingham 2005 Exeter 2006 Seaforth 2007 Blyth

2008 Zurich 2009 Goderich 2010 Clinton 2011 Seaforth 2012 Wingham

Huron County Museum Benmiller Inn Blyth Festival Huron Country Playhouse Knox Presbyterian Church Exeter Pentecostal Church Wingham Town Hall Heritage Theatre/ Sacred Heart Catholic Church United Church in Hensall Seaforth and District Community Centre Lucknow Community Centre Knights of Columbus Hall Zurich Mennonite Church Holmesville Community Hall & the White Carnation North Huron Wescast Community Complex South Huron Recreation Centre Seaforth Community Centre and Agriplex Blyth and District Community Centre and Arena Zurich Arena and Community Centre Columbus Centre REACH Centre Seaforth & District Community Centre North Huron Wescast Community Complex

2. Partnerships - cont’d Recipients of the annual Tourism Development Award

Recipients of the Annual Tourism Champion Award

1993 County of Huron Planning & Development Dept.

1994 Benmiller Inn 1995 Huron Country Playhouse, Grand Bend &

Maple Leaf Motel,Goderich 1996 Huron Community Futures Corporation 1997 The Maitland Mill Association, Gorrie 1998 Town Hall Heritage Theatre, Wingham 1999 Shayrina Sheep Farm, near Bluevale 2000 Brentwood on the Beach B & B, St. Joseph 2001 Huron County Museum 2002 Tourism Goderich 2003 Heritage and Culture Partnership 2004 Viewpoint B & B, Goderich 2005 H.O. Jerry (1983) Ltd., Goderich 2006 Armstrong Tourism & Marketing Services 2007 Hessenland Country Inn, St. Joseph 2008 Huron Ridge Acres, Zurich 2009 Blyth Festival 2010 Colborne Bed and Breakfast, Goderich 2011 Walton Motocross Raceway and Event 2012 The Little Inn of Bayfield The annual Tourism Development Award, initiated by The Blyth Festival in 1993, is a special part of the day.

2011 Joan Karstens 2012 James Eddington The annual Tourism Champion Award, initiated in 2011 is also presented at the Brochure Swap and Tourism event each year.

Page 16

3. Advertising •

• • •

•

•

•

our tourism website continues to be enhanced and updated and is the main source/advertisement for travel information. It is important to stay attractive, current and searchable on the website. in addition to our own website, links and buttons help to increase our online visibilty. contest specific advertising assists in tracking and measuring the effectiveness of campaigns. significant efforts continue to be in the realm of social networking. (eg. facebook, Youtube, Twitter and Posterous.) Foodspotting and Ontario Travel Divas were added in 2011. the 2011-2012 campaign focuses on three main campaigns: Spring - Girls Getaways and Mancations, Summer - fun on Ontario’s West Coast, Fall - Culinary treasures. print editorial and advertisements are still an effective means of promoting Huron County to certain targets in the tourism marketplace.

Advertisements are placed, with a 50/50 shared cost partnership between HTA and the County, into several tourism publications (approximately $50,000 total). the publications have different distribution ranges and target markets; some publications reach all over Ontario, while others target Southwestern Ontario. A list is available upon request.

•

• • •

• •

•

the County also benefits from the advertising and promotional events of its two partnership marketing programs - Huron Arts and Heritage Network and Shakespeare to the Shoreline. online, radio and print advertising for RTO 4 continue to enhance our presence in wider Ontario markets, such as Toronto. opportunities for co-operative advertising with active tourism advertising partners, such as the Town of Goderich, continue to occur and be explored. research has shown that the majority of visitors to Huron County are within a two hour drive in southwestern Ontario; as a result, targeted advertisements are placed in these areas, on a co-operative basis with members of the Huron Tourism Association. while no advertising dollars are currently spent in the American market, efforts towards editorial coverage there continue. part of the joint 2012 advertising efforts will continue to be toward securing editorial about Huron County; editorial, when combined with paid advertising, is 8:1 more effective for influencing buyer decisions. current copies of the advertising strategy are available from the Planning & Development Dept.

Shown above are ads from the Bluewater Guide, EatDrink (May 2011) and the London City Life *Additional, advertising and social networking promotions on back outside cover of this report.

Page 17

4. Travel Writers •

•

•

•

the County is still experiencing the benefits of hosting a 2007 FAM tour for Travel Media Association of Canada (TMAC). In partnership with consultant Laurel Armstrong, the County organized a two and one half day excursion ‘post conference’ travel experience entitled “Huron County Pace and Space”. A comprehensive itinerary was developed to provide these writers with a sampling of the types of attractions, accommodations, dining, theatre, recreation and retail experiences in Huron County. in addition, individual travel writers continue to be courted and offered personalized and supported FAM trips to the area. Examples of key successful ventures from 2011/12 include: two page Toronto Star feature on the perfect weekend with writer Mark Stephens; features in the London Free Press/Sun Media written by “One Tank Trip” author Jim Fox; the 2 page feature in Lighthouse Digest magazine by writer Katherine McIntyre and an online travel blog by writer Sherell Purcell.

Since 2009 Huron County has hosted an annual TMAC Munch and Mingle in Toronto. Approximatley 50 southwestern Ontario travel writers were treated to a presentation of real Huron County testimonials, travel story ideas, CD photo discs and refreshments.

To replace the Toronto event, for 2012, the County will host an exclusive group of travel writers, here is our area, FAM tour, May 29-31, 2012

• •

• •

the County continues to receive editorial in various publications and online sites as a result of the relationship which has been nurtured with our writers. since building relationships is the key to success in the industry, the County will maintain its contract with Laurel Armstrong to nurture and enhance the continued interest with the travel writers. Ongoing efforts will be made to provide new editorial materials to them.

In addition, new FAM opportunities in the high and shoulder travel seasons are offered to them. the industry standards indicate that editorials are eight times more effective and credible than paid advertisements so any results are a bonus. the County’s tourism communications strategy includes a healthy mix of both paid advertising and media relations for editorial support.

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USA Today July, 2011

Where to Eat in Canada

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D. 2012 County Wide Events

•

• •

•

Taste of Huron Culinary event • The Huron Tourism Association and The County of Huron partner to create a countywide culinary festival to celebrate our agricultural excellence and culinary experiences.

• the event website is: www. tasteofhuron.ca in 2010, the 12 day, and 22 event, celebration hosted several sold-out events, which involved local community members and visitors alike; it attracted 1500 participants, 40% local community members and 60% tourists from Ontario, USA and beyond. the 2011 event was planned for August and Sept.

(Aug. 29 - Sept. 10); partnership included: the Goderich Bluesfest and the Blyth Threshers Reunion the August 21, 2011 tornado event caused the cancellation of several of the events including the Brunch N’Blues, Farmers’ Market, Tasting and Celebrity Chef appearances and the Chef Challenge. in 2012 the Taste of Huron events will be happening from June until October; a June 7 Food A-Fare dinner has been created to increase awareness of local foods;

Food For Thought Dinners will be held at restaurant the second Tuesday of each month at restaurant around the County ; and the Chef Challenge, Tasting and Brunch N’ Blues will take place in partnership with the Goderich Bluesfest on Sept. 1 & 2, 2012.

E. Department Resources for Tourism •

the Huron County Planning and Development Department plans to continue to have staff involved in tourism promotion.

• as part of the department’s economic development mandate, Cindy Fisher, will continue as Tourism Coordinator (half time) and develop the County’s tourism promotion and activities; Jenna Ujiye, full time tourism marketer, will continue to concentrate on design of publications, signature events, advertisements, regional partnerships and website design and updates.

• other Department staff involvement includes: Economic Development Services staff – continuing access to the expertise and co-operative programming of Mike Pullen Senior Economic Development Officer; connection to Douglas Barill, Business Development Co-ordinator, and the programs and delivery of downtown economic development and local first initiatives; access to web design, multi-media and data services of Mark Hussey.

• the Department’s secretarial and support staff, including Marie McGuire and Nina Reynolds, will continue to be involved in data base management, brochure distribution, information collection, administration and responses to inquiries; 50 % of Marie McGuire’s time is spent on tourism-related administration. Mike Page 19

•

• •

•

Burroughs and the assistance of summer students will also be involved in brochure distribution and preparation for the annual tourism event and brochure swap. the County’s relationship with the Huron Tourism Association continues to be a beneficial, creative and productive one. Brittany Fry (EMPIRE Consulting, contract) provides marketing assistance in the areas of social marketing, event coordination and research. project specific consulting will continue for: media/ travel work with consultant Laurel Armstrong. the members of the HTA, in particular the Board members, provide significant hours of volunteer time to promote the County and Ontario’s West Coast and their efforts, feedback and insight are sincerely appreciated. the County will continue to partner with the externally and partner-funded tourism initiatives launched by the HTA (such as (HAHN) and Shakespeare to the Shoreline), since they enhance our limited promotions budget and speak to the special market segments of the tourism industry. These programs offer the ‘experience’ which is essential to entice the visitor to explore the area.

YouTube Screen Shot, June, 2011

Posterous blog May, 2012

Facebook Screen Shot May, 2012

Twitter Feed

ontarioswestcoast.ca Page 20