Celebrating Tourism 2016

Celebrating Tourism

THE FREE PRESS Thursday, June 9, 2016 B1

Special Feature

DOWNTOWN GAINING STEAM

By Kurt Saari Downtown is one of Fernie’s greatest assets.

The world knows Fernie for mountains covered in deep snow, world class waterways, and endless trails in gorgeous scenery. People come from every corner of the world to see our nature.

When they get here they see it, then they come downtown.

We are very proud to be involved in our bustling downtown business district. We are surrounded by other hard working business owners who truly care about the future of our community. We continue to gain the support of citizens who work in the Elk Valley and spend their money in the Elk Valley. We will never be able to thank these people enough for what they do for Fernie.

B.C. has endless snowy mountain ranges, waterways, and scenic trails. However, not every community has a gorgeous downtown business district with multiple restaurants, bars, retail locations and professional offices. There are few other communities that come to mind when I consider our population compared to our downtown amenities.

Our team at Nevados would like to thank those individuals who have worked for years to bring Fernie’s core back to life.

Without your hard work, we would not be here. Without you, Fernie would be a completely different place. Just imagine Fernie without your favourite coffee shop. Imagine it without your best friend who can live here by having a job at that coffee shop. The positive ripple effect our downtown has on our community is evident.

Downtown has old Fernie charm mixed with newer exciting businesses like Nevados, Beanpod, the re-opening of the Northern, Gear Hub, Clawhammer, Big Bang Bagels, Coal Town, The Green Petal, the list goes on. How exciting is the future of our downtown! Most small towns would kill to have this kind of growth.

I personally have had the privilege of living in many small towns across our great country; I can’t remember any of the others having two chocolate shops! I remember begging my parents to drive me 80km to buy a set of skis. I think there are

Photo: Free Press files

more skis in Fernie than in Nova Scotia. I don’t take that fact for granted, I hope you don’t.

I am thankful to those who came before us, those who set the bar. Those Fernie families who literally built this town from ashes. The ones who believed in what Fernie could be. I think your dreams are beginning to take shape. That must feel good.

We are so happy that Fernie’s growth is occurring in the

centerpiece of our community’s future. Nevados will do its small part to keep that momentum moving forward.

Thank you Fernie, and CHEERS TO OUR DOWNTOWN! Kurt Saari Owner/Dishwasher Nevados Fernie

Patio Season is Back!

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CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016

The evolution of marketing

By Mike McPhee Marketing Director, Island Lake Lodge Photographer/Writer It seems we live in a world where constant flux is the new norm and technology is present in every corner of our lives. Not only has the world around us been changing, but also the rate of change has been accelerating. The realm of marketing is a prime example of this accelerating pace of change.

Marketing, and especially tourism marketing have changed more in the last five years than in the previous 25 years. The way travellers get their information, book trips, get around, communicate while on a trip, as well, their post visit habits have all evolved dramatically in recent years. The marketing activities that businesses and marketers did 10 years ago no longer have the same impact on people as they once did.

After a lifetime of being bombarded by sales and marketing messages, price point marketing is not just ineffective, but may actually turn people. In a sense, we have become numb to the traditional sales and marketing messages and no longer pay much attention to them.

Enter content marketing... This newish concept and term in the marketing world has actually been around a while. It all started when John Deere produced a “farming tips” guide for its clients back in the late 1800s. They realized back then that the best way to engage their customers was to provide something they needed - farming information. Today the world of content marketing depends on three pillars for success: inspiration, education and entertainment. If you want to get people’s attention in this age of sensory overload, you need to be concentrating on these three items. Content can be various items including: blogs, videos, photos and info graphics. As with many things - quality matters... poor quality content may do the opposite of attracting people to your product or brand.

We have all witnessed examples of good and interesting content being shared through digital channels. The end game of content is to subtly inspire potential customers to seek more information about your product or service and in the end - gain a sale.

Once an organization has some good quality content, you need distribution channels. Digital channels are key and social media networks the main conduit.

Businesses should not only plan and manage their own social media networks and website, but look for opportunities through their partners networks and websites.

Social media has indeed taken over modern communication. The stats are simply staggering. Facebook has 1.59 billion monthly active users.

Instagram has 400 million monthly active users, 40 billion photos shared and 80 million photos uploaded per day.

YouTube is the second largest search engine after Google and has over 1 billion users. Twitter boasts 320 million monthly users, with 80 per cent of users on mobile devices.

As it turns out, content and social media seem to be more important to tourism than many other industries. 75 per cent of travellers update their Facebook page while on vacation.

52 per cent of travellers say they changed their travel plans due to influence on social media. 95 per cent of users are attracted to content that uses compelling images. In addition

City Hall 501-3rd Ave., Box 190 Fernie BC, V0B 1M0 www.fernie.ca

Celebrating Tourism Fernie

Come for the winter, stay for the summer!

Welcome to Fernie! We hope you enjoy Fernie’s unique festivities and all the wonderful amenities our small town has to offer!

Fernie truly does have something for everyone!

to this, mobile usage is gaining ground with 48 per cent of travellers using their smartphone to search for local activities and amenities while at their destination.

In the end, what all this means is that the consumer now has more choice, more power and is less likely to be affected by the old standard issue sales and marketing tactics. The era of the one-way conversation from the marketer to the masses is over. It is now about multi-faceted conversations and relationship building with your audience and guests. One of the great things about tourism marketing is that there is no shortage of inspirational photo and video opportunities or compelling stories and characters. Authentic content that inspires, entertains and educates is the key to success in this new digital world.

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THE FREE PRESS Thursday, June 9, 2016 B3

CELEBRATING TOURISM

The magic of a mountain community

By Matt Mosteller Fernie Alpine Resort Fernie moves me. I wish for more. But the place lingers, dear friend, passionate fueled, inspired eyes fill the place, the river weaves through my soul and childlike energy bursts flood my veins when the first flakes fall in the change-over season.

You hear many rave about the mountains, powder filled days, blue ribbon trout and epic rubber tire time and this is all true. But it is the passion filled people that ignite me most about this place. We are fortunate for all those who live here, filled with care for community, cando attitudes, do ‘gooders’ who build trails, shovel driveways, volunteers with a zest for making a difference and all around positive pride about this place with a big heart.

It is also a good place to be an ‘outsider’. Now I view the meaning of this word as good in both the getting outside and also a person with a differing view. Possibly a disruptor.

We have outsiders here and that is really sweet! We need to celebrate those who believe in innovation, inspiration and positive change.

We can’t lose sight of these ‘outsiders’. Whatever you are up to. Most barriers are created from making something too complicated or creating too much bureaucracy or too many ‘check-lists’ that have accumulated over time. We can use many examples but take Blockbuster losing out to Netflix or Sony which came out with incredible portable video cameras, getting leapfrogged in this space by GoPro. Hitting the skids is more a loss of sense of urgency, not listening to outsiders, not being open to other ways, about setting in versus missing that new technology opportunity.

Our celebration is all about those outsiders who built a ski hill, in a magical place, those who build a new mountain biking or hiking trail, artisan bagel maker, espresso master, pizza star, who perform art, come up with new ideas like ‘first lift served

camping’, put a lift to the Peak, build an Ice Bar or Aerial Park, that author who captures the essence of this place, painter who brings life to that canvas, and to all of those community

members who believe strongly in making this incredible place even better without compromising that authentic magic that brought us all here in the first place.

Photo: Fernie Alpine Resort/Nicole Matei

Your employees are your greatest assets Enable them to leave lasting impressions with your customers and generate more business with training provided through the Fernie Ambassador Program.

The ambassador program drives visitor spending through in-depth knowledge of the destination ‘product’ and customer service training; ensuring a consistent delivery of a positive visitor experience.

Proud community partner organizing Griz Days and Summer Social events Welcoming over 25,000 to Visitor Centres located on the Highway and downtown in the Fernie Museum.

“It is imperative my staff is knowledgeable in what Fernie has to offer. The Ambassador program equipped my team with destination knowledge and customer service skills to be able to go above and beyond for our guests. Improving the visitor experience is beneficial to everyone and this program is doing exactly that.” ~Marina Pauw, Owner/Operator, Fernie Super 8 #1 Fernie hotel, TripAdvisor Business registration starts at $50 for six months.

Non-Chamber members are welcome to participate.

Please see more info at Ferniechamber.com/ambassadorprogram and contact Merrin Ozols for more information Merrin@Launchlocal.ca or phone 250-946-6241

STRENGTHENING COMMERCE IN FERNIE

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CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016

Community connection through Elk Valley Trail

By Bryn Catton Free Press staff The Elk Valley has received a grant from the Columbia Basin Trust for $860,000 that will go toward a trail connecting communities from Elko to Round Prairie. The venture will bring the Fernie Trails Alliance (FTA), and the Districts of Sparwood and Elkford together.

“One of the biggest accomplishments is the bringing together of the three Elk Valley communities in a shared vision that will provide a physical connection between them. More often than not the Elk Valley communities seem to work in isolation, so this is a great step in establishing communications, and positive working relationships with our neighbours,” said FTA President, Terry Nelson.

Elk Valley residents will quickly see the trail come together, according to Sparwood’s Director of Community & Facility Services, Duane Lawrence.

“We need to have this done in 2016, we will be working very hard to meet that goal. It is a tight timeline. At this point in time we are very optimistic, we have a very good trail plan in front of us and we are looking at it,” he said. “We have an ideal plan, unfortunately we can’t get 100 per cent of the ideal but we will be able to achieve a significant portion of it for the betterment of the entire Elk Valley.”

The trail will vary in difficulty, but the sections closest to communities will not have grades bigger than 10 per cent and will be a 1.5 metres in width.

“The intent is to have a trail that is about 1.5 metres wide

with ascents that are no greater than 10 per cent, so if you can imagine somebody towing a chariot behind a mountain bike, the trail would easily accommodate that,” he said.

“Unfortunately, we will not be able to accommodate that everywhere; there will be a combination of sections. The farther away from the communities the lighter duty the trail will become.”

Some existing roadways will also be used in sections where landholder agreements were not met.

According to Nelson, along with some new and re-purposed trails, the entire route will have signage and information

booths.

“In Fernie a new trail will be constructed through Montane to connect to the limits of Cokato Road. A section of the Coal Creek Heritage Trail will be built above the old landfill to connect Ridgemont Road to St. Margaret’s Road. The Coal Discovery Trail will see some major repurposing, as well as new trail construction on the Hosmer end,” he said. “The entire route will see the installation of directional signage and Trailhead Kiosks at select locations.”

“We will utilize existing roadways to link committees in some sections where we were not able to get landholder agreements, then the sections closer in to Sparwood, Elkford, and Fernie the intent is to widen some existing trails, do some improvements to existing trails, like the Coal Discovery trail, to provide access for future development of more trail networks in all the different communities,” said Lawrence. “It will create a link between all the Elk Valley communities.”

The Elk Valley Trail Committee is comprised of Fernie Trails Alliance members Photo: Mike McPhee Terry Nelson, Pat Gilmar, Jim Miller, Robert Champagne, and Julie Kelly, District of Sparwood representative Duane Lawrence, the Sparwood Trails Alliance and Scott Beeching from the District of Elkford.

“The one thing we really want to highlight is that this is a partnership between three communities, and we are really excited to showcase what can be done when the valley communities work together to achieve something,” Lawrence said. “It is really important to us to make sure whenever information goes out that we are really excited not just for the sake of the trail but also, how well this partnership is working.”

What’s on this Summer?

Wednesday Night Socials beginning July 6th

Out of the Box - Dumpster Art Sunday, July 10th

In the Gallery...

Great Prices on Your Favourite Wines & Spirits

We're ready for summer.... are you?

July: Artist Collective Opening Reception: Thurs. June 30th

August: Visual Arts Guild Opening Reception: Thurs. July 28th

create & connect

Welcome to Friendly Fernie, BC

Come Visit Us

Fernie Mountain Spirits 1641 7th Avenue • Fernie 250-423-6522 www.ferniemountainspirits.com

OPEN 7 DAYS 9 am to 11 pm

601 1st Ave., Fernie - www.TheArtsStation.com

CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016 B5

Tourism Impacts Us All

TRAVELERS

Air

RV

Automobile

Fishing

Entertainment

Grocery Store

Fuel

Motorcycle

Campgroud

Food

Retail

Bank

Motor Coach

Musem

Goods & Services

Lodging

Catskiing

Biking

Pool

School

SALES, EMPLOYMENT, WAGES, TAXES

Ski Hill

Real Estate

Automotive Shop

The Value of Tourism in Fernie Study Tourism is a social, cultural and economic phenomenon which entails the movement of people to places outside their usual environment for personal or professional purposes.

Tourism generates many types of income for the region, including business income, wage earnings, share earnings, rates and taxes.

Direct spending by visitors positively impacts business profitability and employment growth. The money is then circulated and re-spent in the economy via indirect spending (the multiplier effect) which also serves to effectively redistribute wealth from urban to rural areas.

Tourism imports the market (the visitors) to the product (Fernie’s experiences, lodging, dining, etc). The majority of money spent is imported from other geographical regions, such as Alberta, Ontario, Montana, Washington, etc, and is new to the host community – Fernie in this case.

Beyond creating jobs and generating revenue, tourism helps build attractive and livable communities… all by promoting the culture, heritage, environment and social well being enjoyed by residents via increased services, attractions and recreational opportunities.

Tourism creates a platform for positive change by positioning Fernie as a great place to live, work, play and invest.

Having an understanding of tourism’s economic contribution to any community is central to developing an informed tourism planning approach, strengthening the support of community stakeholders, residents and local government, and encouraging an appreciation of tourism’s economic development. As such Tourism Fernie, in partnership with Destination BC (DBC), the crown corporation responsible for marketing the Province of British Columbia as a tourist destination, is currently conducting a Value of Tourism in Fernie Study.

Tourism represents an investment, not a cost to taxpayers. Tourism acts as a “shop window” for the region’s lifestyle, enticing visitors to return as residents and investors. Even in difficult economic times, a strong tourism campaign can create major shifts in a community’s image, drive new business, create jobs and generate additional tax and revenue sources for governments facing economic challenges.

A detailed study of this nature has never been completed for Fernie and has been determined to be an essential tool needed to support the local tourism industry and aid in helping the community and stakeholders understand tourism’s contribution to the overall economy. Local business and stakeholder participation is essential for the success of this study. An online business survey will be forwarded over the next month.

For further details please contact the Tourism Fernie office at 423-2037 or email jikke@tourismfernie.com.

How BIG is tourism in Fernie?

• Annual visitor spending: ~ $100 million, possibly double with 2nd home owners factored in • ~ 90% is new money coming into Fernie from outside BC • Annual accommodation revenues: $15 million • Overnight visitors estimated at over 500,000. Visitor volume estimated at over 265,000

TourismFernie.com

• Estimated daily spending in Fernie per overnight visitor is $195

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THE FREE PRESS Thursday, June 9, 2016

CELEBRATING TOURISM

On the town with Barrie Elliott

By Leah Scheitel Free Press staff Food and culture is the backbone of any community, and luckily for Fernie, there are lots of culinary delights to share in the area.

For people who might not know of the hidden gems in the Fernie culinary scene, let Barrie Elliott help you out. Elliott, who has lived in Fernie for over a decade, has garnered quite the reputation in the culinary world, winning an episode of Chopped Canada in 2015. On the show, she said one of her goals was to make Fernie a culinary destination in British Columbia.

We asked Elliott to detail her perfect weekend in Fernie – what she would do and where she would eat if she had company in town or if she wanted to explore her own town on a weekend. What she prepared was pure adventure.

Friday afternoon – 3 p.m.

To kick the weekend off right, Elliott and friends would start at the Brickhouse, located in picturesque downtown Fernie, on Victoria Ave. “Start at the Brickhouse for some afternoon Caesars and a pesto and brie flat bread,” she said.

“Hang out on the patio and get a feel for the downtown core.”

Friday evening – 7:30 p.m.

Nevados, located downtown on Victoria Ave., has made a niche for itself in Fernie for delicious Latin-inspired food.

“Nevados is famous for their pork arepas, a little corn cake stuffed with braised pork, pickled onions and avocado, tamarind ribs and their authentically homemade tortilla soup, with creative cocktails to add a signature twist,” said Elliott.

Nevados has a great atmosphere, inviting patrons to enjoy their meals and stay awhile. In the summer, Nevado opens a cantina on their patio, open for lunch and serving excellent tacos.

Friday night – 10 p.m. to late For a Friday nightcap, Elliott recommends heading to Infinitea, kitty corner to Nevados, to sip on their cocktails, teas and coffees. Boasting a small stage and a welcoming environment, Infinitea hosts musicians in an intimate and acoustic setting. It’s an ideal place to cap off a Friday evening.

Saturday morning – 10 a.m.

Before a big day of exploring the mountains that make Fernie famous, Elliott suggests grabbing a coffee and breakfast at The Loaf or the newly opened Valley Social both on Victoria Ave. which features specialty coffees and signature baked goods.

“Go to The Loaf for the gourmet lattes and killer meat pies and English breakfasts,” recommended Elliott.

Saturday afternoon – 4 p.m.

After a long day discovering the hiking and biking trails, cap off the day right with refreshments at The Rusty Edge, located at the base of the Fernie Ski Hill. The Rusty Edge has the classic ski town environment, welcoming everyone like they are an old friend.

“Hands down, The Rusty Edge has the best après on the hill,” said Elliott. “They have a large variety of locally brewed refreshments from the Fernie Brewing Co. and great pizzas to match.

If you decide to explore the many hiking trails at Island Lake Lodge, their restaurant is a great place to stop and revive the legs with a snack and a beverage. Offering high-end cuisine and views to match, Island Lake will not disappoint foodies or nature lovers.

Saturday evening – 7:30 p.m.

For a Saturday evening culinary choice, Elliott has two recommendations: Yamagoya and The Curry Bowl. Both restaurants are located on the highway and both have garnered a reputation for serving fine Asian-inspired dishes. If you feel more like Thai or Vietnamese, the Curry Bowl is where to go. However, if you are craving the finest sushi in the area, there is no place better than Yamagoya.

To Elliott, both places deserve recognition as restaurants that enhance Fernie’s culinary culture.

Saturday night – 10 p.m. to late A weekend in Fernie is not complete without one trip to the Northern, known for its excellent pub fare, personable staff and exciting environment. The Northern is a great place to catch a show or a concert.

Sunday morning – 9 a.m.

The Blue Toque, located in the Arts Station downtown, is an ace when it comes to breakfast.

Their dishes are the classic breakfast must haves, such as eggs and toast, but with their own local twist. Elliott suggests making the Blue Toque a priority on your way through Fernie.

Sunday morning– 11:30 a.m.

Elliott values locally produced food and goods. That is why the Mountain Market, the weekly farmers’ market located in Lions Park, is a staple in her weekend plans.

The Market features roughly 30 local vendors, selling everything from knitted slippers to locally raised beef products. According to Elliott, it is the best opportunity to support local farmers and producers in Fernie.

Sunday afternoon - 3 p.m.

Round your trip to Fernie off with a leisurely round of golf at the Fernie Golf and Country Club. The golf course has become a staple in the Fernie summer scene, offering 18-holes and stunning views of Mt. Hosmer. The Country Club offers a selection of meals and refreshments to cap off an idyllic afternoon in Fernie.

Sunday afternoon – 5 p.m.

The Bridge Bistro, located on the highway, boasts one of the best patios in town. With a view of the Elk River and the trail system, it is a great place to soak up some sun and people watch.

The Bridge Bistro offers a menu of fresh appetizers and meals, including a smoked salmon quesadilla that is worth going back for. With a robust drink menu, the Bridge Bistro is a great option for an afternoon bite to eat after a great day of adventures.

Sunday evening – 7 p.m.

Cap the weekend off perfectly with one more meal in town at the Tandoor & Grill. Located at the Stanford Inn on the west end of town, the Tandoor & Grill specializes in Indian Cuisine, and was recently recognized as one of the top 10 Indian food restaurants in Canada by Food Network Canada, taking the eighth spot – proof that Fernie is becoming famous for more than just its mountains.

Latin American cuisine and cocktail lounge, located in the center of Fernie’s vibrant Downtown on 2nd Avenue 531 2nd Ave 250-423-5566

THE FREE PRESS Thursday, June 9, 2016 B7

CELEBRATING TOURISM

Fishing and floating the Elk

By Mike McPhee Fly-fishing Journalist/Photographer High in the Canadian Rocky Mountains on the Continental Divide of North America starts a river of special quality.

Its cold, clear water snakes through the mountainous valley with a sense of purpose. Upon exploration it would seem this river has been designed to provide perfect habitat for both trout and fly fisherman alike. At 220-kilometres in length, it changes character several times along its journey to Koocanusa Lake and meets up with several tributaries of equal charm and worth. The Elk River has been gaining a reputation as one of the finest dry fly fishing rivers in North America. If you dream of dry fly addicted Westslope Cutthroat and large feisty Bull Trout in their native mountain habitat – this might be the place for you.

The River Itself Situated on the British Columbia and Alberta border the Petain Glacier sits regally on the continental divide beside iconic Mt Joffre. The glaciers ancient ice and winter snow accumulation provides the seed water that feeds into Elk Lakes. The lakes in turn seem to provide a cleanse of sorts from the typical glacial sediment that makes many glacier fed rivers murky and aqua marine blue, resulting in the Elk River being gin clear and ready for trout. The upper reaches meander through marshy bogs where the river often oxbows through alpine-like meadows, then it carves through thick forest. Soon it transforms into a small, classic freestone stream the Rocky Mountains are known for.

A long section goes through Elkford and ends in Sparwood.

The Elk Valley Highway is a dirt forestry road that parallels this section, though not very close at points - resulting in a need to bushwhack in many places. Anglers can access some great walk and wade sections for those that crave exploration. From the town of Sparwood down, the river enters the main valley,

meets Michel Creek and gains some momentum and girth.

Several consecutive sections each provide a good days float and many walk and wade opportunities. Each section has its own slightly different character and several honey holes. The first of which is Sparwood to “Garrett’s”. This section is known for big greedy cutthroat, long boulder sections, countless riffles and some deep corner holes. I have had some explosive days on this section and sometimes daydream about it…Next on the hit list is Garrett’s to the hamlet of Hosmer. Another good day float, this section is simply driftboat heaven. Grassy overhanging banks, long deep runs, buckets, boulders and corner holes. The arm does not get to rest, as there is always something to cast at. Count on some great spots to pull over and have lunch on a sandy beach or beside a creek outlet.

Hosmer has a new boat launch after the spring flood of 2013 and is a good place to start or finish a day. Hosmer down to Fernie is the next section and is of no lesser excitement.

Prepare for some braided sections and possible log jams.

Don’t stop casting as you enter the town of Fernie, buckets and holes are ripe for the casting. Ample parking and a public washroom at the Dogwood launch make this the best on the river. The next section is a bit shorter and perfect for a late day float. Fernie to Morrissey winds through more perfect trout water and includes some long deep runs, riffles and seams.

The takeout at Morrissey Bridge has also had some work done recently and there is parking along the road there. Morrissey to Elko is the next haul and should be given a whole day. If you like fishing logjams - this stretch is for you. Some great stretches of wood provide perfect habitat that the cutties stack up under. You may lose a few flies, but with accurate casting and natural drifts along the debris, you will find some great action. At Elko there is a Hydro dam, so this is the end of the easy access float options. The lower section of the Elk, below Elko Dam is accessible from the confluence and a few miles upstream pretty easily.

The Fish Much has been said of perhaps the one true mountain

trout species of Western North America. They thrive in some of the most scenic and wild places on the continent. The deep forests and hard to get to places that drive our need to explore, seem well suited to their needs. When you find yourself far from the city and deep into the mountains – you will often find Westslope Cutthroat eking out a living in the small creeks and quiet places. I guess it’s the habitat as much as the species that some of us find so alluring about “cutties”.

Then there is their voracious appetite for feeding off the surface. No other will spend as much time in a day or almost any season attacking the surface of the water with reckless abandon. The Elk holds the largest population of pure strain Westslope Cutthroat left.

Early season starts with a terrific Golden Stone fly hatch - go big and juicy with #10-12. Early summer sees Green Drakes and Yellow Sallys become popular- mid size is fine. As the water clarity improves in late summer terrestrials are added to the menu, Black ants, hoppers and beetles are all fair game. If you experience a rain shower at any point, get Blue Winged Olives out, size #14- #16. In late summer small mayflies will be rewarding. Later in the fall October Caddis and Blue Winged Olives work well. Green Drakes and Deer Hair Caddis are something to have on hand most of the summer.

The mighty Bull Trout also calls these waters home and are willing participants in the game of fly-fishing. Most are aware that the Bull Trout is more akin to the Char family, but lets not hold that against them. These river sharks have a tendency to dart out of the shadowy depths at unexpected moments startling an angler and providing moments of adrenaline.

Although they are known to take the odd Stonefly off the surface in early summer, big weighted streamers are usually the way to go. Try a purple stripe tease streamer #2 or a White Bunny. Above the Elko dam is a population of resident Bulls that seem to get between 20 and 30 inches - though a bit bigger is not unheard of. The lower portion that is open to Koocanusa Lake and the Kootenay River has a very healthy population of Bulls that get to epic proportions.

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CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016

Resort community's RMI funding extended

By Mary Giuliano Mayor of Fernie Fernie is fortunate to be designated a resort community as this provides annual funding to assist with tourism related expenses. With this designation comes a plethora of reporting responsibilities to the Province as to how funding is spent.

Quarterly reporting is mandated from the municipality in order to comprehend the progress and outcomes of projects. Each year all resort communities have to provide a five year Resort Development Strategy (RDS) to identify the long term vision and plans to achieve outcomes that support this vision and the objectives of the RMI program. Once the RDS is finalized, the resort municipality signs an agreement with the Province and funding is delivered to communities.

The RMI is an incentive based program, where annual funding is calculated based on a resort municipality’s number of accommodation units. Last year it appeared that this program would be terminated however the Province announced in 2015 that it would be extended to 2017. An independent consultant was contracted by the City to facilitate additional stakeholder engagement to help inform the development of an updated 2015-2017 RDS. Representatives of a variety of organizations and agencies were invited to attend. At this session it was recommended to have the Chamber of Commerce and Tourism Fernie jointly develop a survey that could demonstrate what drives tourism in Fernie as well as to assist in determining what projects or initiatives should be considered to add to the 2015-2017 RDS. It was also requested to send the survey to their respective members and bring back results to a subsequent meeting.

A second session was held to provide opportunity for the participants to offer input on what projects should be considered for inclusion in the 2015-2017 RDS based

on the feedback gathered through the survey. This was used to formulate project recommendations, which were incorporated into the Fernie Resort Development Strategy resulting in an RDS Advisory Working Group (AWG). As part of the implementation of the updated 2015–2017 RDS, the AWG Terms of Reference were revised. This now means members are to assist with preparation of annual reports, collect data to facilitate performance measurement and measurement of outcomes and other metrics, monitoring of the tourism economy and communicating and engaging tourism industry stakeholders to promote understanding, awareness, participation and support for the Resort Development Strategy. Also promoting awareness of funding available under the Festival & Event Development program area, assessing funding applications and making recommendations for funding approval to Council, gathering information and providing expertise to advance implementation of the RDS, leading or facilitating specific projects in collaboration with the City, and making recommendations relating to unallocated RMI funding to Council.

The RMI Annual Report to the Province is the primary formal means of communicating results of investments designed to grow the tourism economy and will have qualitative and measurable action and details on tourism investments and outcomes. RDS partners and stakeholders will have to provide annual performance measures and outcomes reporting for the Annual Report.

The 2015-2017 Strategy goals are to increase; visitor traffic in Fernie’s historic downtown, commercial accommodation overnight stays and revenue, number of events and festivals, local tourism economy, private investment, visitor traffic from the business and professional sectors and to expand recreational opportunities and accessibility for a wider demographic. The program’s goals are important to the vision

but the community recognizes the need to move in a manner sensitive to the natural environment and community values to protect, preserve and enhance what makes Fernie special for residents and visitors.

The use of RMI funding in relation to projects identified in the 2015-2017 Resort Development Strategy is subject to the approval of Council and conformity to the City’s Purchasing Policy and other applicable federal, provincial and local legislation, regulations and policies.

On an ongoing basis, the AWG will promote awareness of the funding opportunities available under the Festival and Event Development program area and assess applications for funding to ensure that proposals are relevant, timely and support RDS goals and objectives. Based on their assessment of the applications the AWG will make recommendations to Council for their consideration of approval. The AWG will also provide recommendations to Council on the distribution of unallocated RMI funds that may result from RDS projects coming in under budget or annual RMI funding being higher than anticipated. In the event of a vacancy happening during a members’ term the City will request the organization to nominate a replacement.

A failure by a member organization to nominate a member to the AWG or a vacancy or vacancies shall not invalidate or render non-functioning the AWG provided it consists of at least five members. While not a council committee, the AWG will strive to adhere to the committee meeting guidelines set out in the Council Procedure Bylaw.

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CELEBRATING TOURISM

A destination wedding

By Jennifer Cronin Free Press staff destination wedding: noun. a wedding celebration in an exotic or resort location The term “destination wedding” is often associated with exotic beach resorts such as Mexico, Hawaii and the Dominican Republic, but over the past few years this has been changing. Many couples are now choosing to have their wedding in the mountains, which for untold numbers means Fernie. Without the price tag of Banff and Lake Louise, but with the comparable views and venues, Fernie is becoming a premiere mountain destination for those couples seeking the exceptional.

Combine the amazing venue options and the reasonable cost with the small town welcoming feel and this winning combination is the definition of Fernie and the reason it is chosen often as the perfect destination wedding spot.

The number of couples that travel to be married in Fernie is greatly impacted by the economy of our neighbour to the east. When there is a downturn in the oil and gas industry in Alberta, this directly impacts the number of people from out of province that come to Fernie to be married.

This impact is usually not immediate as many couples have already booked their venues and vendors, and paid a deposit when the downturn hits, and at that point there is no turning back. The impact on the local wedding industry can be felt more so in the years that follow, and often even once industry and the economy are on the upswing, the tentativeness to commit remains.

Fortunately, the flip side to this scenario is that those from Fernie that may have been planning a destination wedding will in turn consider marrying in their own backyard, literally, which benefits Fernie in different ways.

Imported wedding parties will often bring with them their own deejays and photographers, as well as flowers, wine, party favours etc. Local couples will use businesses and services in their community to meet their needs. In doing so, the economy is bolstered by supporting local business.

Whereas economies may fluctuate and the happy couple may be from afar or next door, one thing is certain - now considered a destination wedding spot, Fernie’s reputation as having one of the best backdrops to tie the knot will become legendary.

Afterall, where else can you find the quality of service, amazing cuisine and top-notch accommodations all capped off with that special hometown Fernie feel?

Photo: Kyle Hamilton

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CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016

CULTURAL TOURISM – A growing tourism sector

By Ron Ulrich Fernie Museum Thanks to a thriving industrial base, active business community, and abundant recreational options, the Elk Valley is home to a broad segment of the population seeking a well-rounded lifestyle. With this vibrant and varied populace comes an active arts community and a rich legacy of heritage from strong roots in coal mining and pioneering.

Our unique coal mining heritage and burgeoning art community not only contributes to an enviable way of life for residents in the Elk Valley – it also acts as a draw to our community. When looking at how to grow our tourism economy, cultural tourism offers stable year-round opportunities that capitalize on existing product.

There are many definitions of cultural tourism or heritage tourism, but one I like is as follows: “the practice of traveling to experience historic and cultural attractions to learn about a community’s heritage, culture and lifestyle in an enjoyable and educational way”.

It could be argued that cultural tourism, or soft tourism, is as powerful a tourism segment as our adventure tourism, attracting a very different visitor to our community.

The typical cultural tourist shares the following characteristics: • earns more money and spends more money while on vacation; • spends more time in an area while on vacation; • is more likely to stay at hotels or motels; • is far more likely to shop; • generally well educated and consider themselves lifelong learners; • generally women; • tends to be in older age categories; • less leisure time but a greater emphasis on quality time experiences.

Fernie and the

Elk Valley Cultural Guide

Tourismfernie.com

Not only is the profile of the cultural tourist market one sought by others in the tourism sector, but there are also societal trends pointing to the increased importance of culture as a travel motivator. Baby boomers will account for a growing market segment and will be seeking different experiences as they grow older over the next twenty years. By 2026, people

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over the age of 55 will account for 2/5 of Canada’s population.

As a result, the number of Canadians who will be in the market for heritage activities will grow from an estimated 2.6 million now to about 3.7 million in 2026. A vastly larger number of visitors also seek museums, art galleries, festivals and other cultural pursuits as a secondary motivator in travelling. In 2010, 99.7 per cent, or 28 million Canadians, participated in at least one arts, culture or heritage activity.

Cultural tourism is not at odds with sports tourism. The good news for Fernie and the Elk Valley is that we offer a tremendous diversity of attractions, and Cultural Tourists not only want to experience a community’s culture and way of life first hand, they also want to enjoy the outdoors. Along with cultural attractions and local cuisine, they seek: • a place with beautiful scenery; • destinations for outdoor activities; • a great place to relax and get away from it all; • a place with lots of things for families to see and do; • a great place for fishing and low-impact hiking; • a place with lots of things for mature adults to see and do.

An increasing number of people in the workforce today work in the creative economy in one form or another. This has helped spawn a whole new segment of Cultural Tourism - Creative Tourism. These visitors seek to learn by doing – going beyond just visiting studios, galleries and historic sites to actively participating, doing and creating. Rather than visit a pottery studio, an increasing number of cultural tourists are seeking to take classes or have one-on-one time with local artists to learn new techniques and local practices, for instance.

Tourism Fernie, in partnership with the Fernie Museum, the Fernie Heritage Library, the Fernie Arts Station, the Fernie, Sparwood and Elkford Chambers of Commerce, will be publishing a new cultural guide for visitors to our region that will be available in early June. The guide is the first step in the development of a larger cultural tourism strategy that seeks to enhance our region’s overall tourism sector.

CELEBRATING TOURISM

THE FREE PRESS Thursday, June 9, 2016 B11

Explore expand excite – The Fernie Ambassador Program

By Patty Vadnais Executive Director Fernie Chamber of Commerce The more informed, inspir ed and service oriented our community is, the better chance we have to work together to encourage visitors to stay longer and experience more in Fernie.

The Fernie Chamber of Commerce with local partners is excited to have launched the Fernie Ambassador Program.

The Ambassador program drives visitor spending through in-depth knowledge of the destination ‘product’ and customer service training; ensuring a consistent delivery of a positive visitor experience.

The program is designed to produce passionate, engaged, and resourceful community members who engage in all Fernie has to offer.

The program consists of a four-hour course focused on local product knowledge, history, cross-cultural understanding and customer service skills. Part two is ongoing, where participating businesses have the opportunity to provide familiarization of their product by offering an incentive or discounted rate to Ambassadors.

This provides first hand experience and a great confidence to recommend your business.

Other leading resort towns such as Tofino, Banff, Lake

Louise, and Whistler are all seeing positive economic impacts from similar programs. With an ongoing increase in visitors to Fernie, this is an excellent opportunity for the Chamber to strengthen commerce in Fernie, to support local business, and to maximize visitor spending.

The Customer Service aspect focuses on creating a visitor experience that leaves a lasting impression with guests.

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Other elements of the program will equip participants with local knowledge whether it is community resources, familiarization with local mountains and trails or fascinating snippets of Fernie’s history. Combining all aspects, the training will set local staff apart offering pieces of dialogue to enhance the experience of a guest at your store, hotel, restaurant or attraction.

“It is imperative my staff is knowledgeable in what Fernie has to offer. The Ambassador program equipped my team with destination knowledge and customer service skills to be able to go above and beyond for our guests. Improving the visitor experience is beneficial to everyone and this program is doing exactly that.”

Marina Pauw, Fernie Super 8.

Down the road, it is hoped the program will become a retention tool in the business community and a competitive advantage for job seekers. The chamber will be providing follow up opportunities for members to showcase their products at Ambassador industry nights throughout the year where Photo: Free Press files certified Ambassadors come together and learn about new training, offers, and updates with the program.

Business registration starts at $50 for six months. Nonchamber members are welcome to participate.

Please see more info at FernieChamber.com/ ambassadorprogram and contact Merrin Ozols for more information Merrin@LaunchLocal.ca or ph. 250-946-6241

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THE FREE PRESS Thursday, June 9, 2016

CELEBRATING TOURISM

Tourism and the property market

By Rebecca Hall Fernie Tourism Tourism affects every facet of our economy.

There are the more traditional, obvious areas such as shortterm visitors who stay in hotels and go fishing, rafting, skiing, shopping, and dining.

Then there are the less typical aspects such as industry giant Teck using local recreational opportunities like Fernie’s incredible trail system (made possible, in part, by tourism funding) to aid in their recruitment drives and boost their workforce, or the interest that visitors take in the local real estate market and the subsequent impact on the local building and housing industry.

Many of Fernie’s now full-time residents simply came to Fernie for a holiday, recognized the beauty and opportunity of the area and decided to stay. Todd Fyfe of Fernie Real Estate says this interest comes in a variety of forms. Some people rent for years before committing to a home purchase, while others have a desire to move to the mountains and will make an appointment to see a realtor before ever having visited Fernie. When balancing a prospective buyer’s needs, selling all that Fernie has to offer can often be more important than selling the home, he adds. Additionally, Fernie is well placed in the recreational market to compete with the bigger locations of Canmore and the Okanagan, without the big-town price tag. As interest grows (Todd anticipates 30

Fernie, with a wide variety of needs. She meets young families looking for a simple townhouse as a hotel alternative, high-end buyers looking for million-dollar luxury retreats, and everyone in between. Some purchase homes with plans to renovate, while many second-homeowners need reliable maintenance contractors to keep their properties in shape when they are not in town.

Nonstop is one of Fernie’s biggest local tourism success stories, and their impact on the housing market, economy, and even the local building industry, is significant. Many former nonstoppers have gone on to become permanent residents, purchase homes and start their own businesses such as Beanpod and Loaf Bakery. Nonstop has gone from strength to strength and created employment year round, plus stability in the busy winter season.

Nonstop purchased the former Cedar Lodge in 2007, renovating the property to the tune of $1.4M over a period of eight months to turn it into the Red Tree Lodge we know today.

Jens Mende of Mountain Recreation Homes was the general contractor and the project included significant upgrades to the guest rooms, restaurant, lobby, and exterior façade, along with updated décor & furnishings and the addition of a guest movie theatre, laundry, Photo: Free Press files and kitchen and library facilities. per cent growth in the real estate market in 2016), and more When visitors turn their sights from a shorthouses are built, the demand for services will increase and term holiday to a recreational home purchase or a full help create stability in the local food and beverage and retail relocation, the knock-on benefits to the entire community are industries. tangible. Small businesses, volunteer pools, and trades, all gain Jenna Woods, PRC, Fernie Real Estate, estimates that from new residents. An increased demand for housing opens approximately 40 per cent of her clients are recreational/ up new development potential and brings new revenue to the lifestyle migrants or second homeowners from outside of area, and from this we all benefit.

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