PROMOTING AND ADVANCING THE TOURISM INDUSTRY IN PRINCE EDWARD ISLAND
Tides
TOURISM FEBRUARY 2014
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IN THIS ISSUE President's Message....................... 2 Executive Director's Report/ Newly Certified................................ 3 Tourism Tides 1993-2014.................. 4 Rodd GM Earns Prestigious National Credential...........................5 PEI National Parks - oTENTiks Arrive in 2014......................................6 Ask an HR Professional.....................7
What's New at ACTP.........................8 Tourism Job Fair / TIAPEI Staff.........9 Water Sample Reminder / TIAPEI Supporters............................10 2014 Tourism Conference and Awards Gala................................... 11 FOR ADVERTISING INFORMATION: Imageworks Communication Group 118 Sydney Street, 2nd floor Charlottetown, PEI C1A 1G4 (902) 894.7071 www.iwpei.com
TOURISM TIDES - FEBRUARY 2014
PRESIDENT'S VIEW
DEAR TOURISM COLLEAGUES: First off, I want to wish everyone a Happy New Year and a most successful 2014 Tourism season. This year, Prince Edward Island will mark the 150th anniversary of the meeting of the Fathers of Confederation. It is a year during which we, as stakeholders in the Tourism Industry, all need to shine and ensure all our front line employees are WorldHost certified. PEI 2014 is an opportunity to focus on being the #1 destination to visit and return to for many years to come.
As Islanders, we must offer every guest the best and most memorable experience to ensure they come back, and also tell others about their remarkable Island experience. While traveling on points this past Holiday Season, my family and I experienced top notch service from an airline. Over the holidays, as we are all aware, several cities experienced extreme weather conditions resulting in delays and cancellations of flights. While traveling to Edmonton from PEI through Halifax and Toronto, we missed one of our connections only by five minutes. As you can well imagine, I was quite upset and frustrated, and could not understand the reasoning for not holding the flight for five passengers connecting. The Customer Service Agent indicated she would rebook us on the next flight to Toronto and that the airline would take care of our accommo-
The moment we’ve been waiting for After months of careful planning, organizing and marketing 2014 has arrived and with it, what promises to be a banner year in the tourism industry on Prince Edward Island. The 150th anniversary of the Charlottetown Conference will bring thousands of new visitors to our beautiful province, not to mention tens of thousands of repeat visitors, friends and family. This is our opportunity to make a lasting impression and plant the seeds of future visitation for years to come. I wish everyone a successful 2014. Let’s make it a year to remember.
dation for the one night in Toronto. She told us to go have dinner and everything would be rebooked to arrive in Edmonton the next day. After dinner we returned to pick up our boarding passes. Upon reviewing them I noted we were upgraded to business class from Toronto to Edmonton without being made aware. This is an example of going above and beyond to ensure 100% guest satisfaction, something that I will never forget. We were treated royally on the flight and I made a point of speaking to the Head Flight Attendant to pass along my comments. I also indicated that I wanted to write a letter of recognition to the company to ensure the Customer Service Agent was recognized for the exceptional service she provided us. Prince Edward Island has the quality of individuals who can provide this type of memorable customer service. WorldHost certified training will ensure this consistency across the Province. For a valuable investment of $20.00 per person, this is a key component to invest in your associates to the success of your operation. To book your group WorldHost certified training session, contact Harris Ford at the TIAPEI office 902-566-5008 or via e-mail at hford@tiapei.pe.ca As the newly-appointed President of TIAPEI, my priorities are to work closely with Stakeholders to grow Tourism in Prince Edward Island with Industry-Led Priorities and Initiatives. We must service our customers better than any other destination. We must also take care of our people, ensuring they are well trained, and part of a succession plan that keeps them on Prince Edward Island. During our recent AGM in November 2013, the TIAPEI Strategy presentation and proposal were presented. After this process, stakeholders were given an opportunity to provide valued feedback
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that we can review and act upon in developing next steps. Over the next several months, I will work diligently with the Executive Committee and the Strategic Engagement Task Force in continuing to develop strategic actions as outlined during our AGM in November: • Build a strong economic impact business case model for tourism on PEI • Find the right model for industry-led Tourism Dollars • Establish a new leadership and organizational structure for tourism with "One Industry Voice" I look forward to leading this process to ensure a noticeable result to benefit all stakeholders. With Tourism being a major economic generator with annual revenue of $380 million, and over a million visitors a year, we need to be more successful in continuing to grow visitation. The status quo is no longer acceptable, considering there has been no growth over the last 8 years. Stakeholders of Tourism must be more involved and accountable to our industry. My number one goal is to grow visitation and work alongside operators to ensure this happens. Respectfully, Kevin Mouflier TIAPEI President
TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND
CORE STAFF: Don Cudmore Executive Director dcudmore@tiapei.pe.ca Colleen Bowes Co-ordinator Atlantic Canada Tourism Partnership actp@tiapei.pe.ca
EXECUTIVE DIRECTOR'S REPORT
Kelley Keefe Atlantic Canada Tourism Partnership UK Program Manager kkeefe@tiapei.pe.ca Jamie Vander Kooi Technology Resource Coordinator jamie@tiapei.pe.ca Dianne Bishop Executive Assistant & Board Secretary dbishop@tiapei.pe.ca Fernanda Fallesen Financial Administrator ffallesen@tiapei.pe.ca
TRAINING & EDUCATION: Kathy Livingstone Director of Training & Education klivingstone@tiapei.pe.ca Lori DesRoches Administrative Assistant ldesroches@tiapei.pe.ca Rod Clark Marketing Co-ordinator rclark@tiapei.pe.ca Andrea Boehner HR Advisor aboehner@tiapei.pe.ca Debbie Mol Atlantic Canada Showcase Coordinator dmol@tiapei.pe.ca Harris Ford PEI 2014 Training Coordinator hford@tiapei.pe.ca
EXECUTIVE COMMITTEE President
Kevin Mouflier
Vice President
Robert Jourdain
Secretary
Zubair Siddiqi
Treasurer
Tyson MacInnis
Past-President
Elaine Thomson
Executive Director Don Cudmore Members at Large: Robert Jay, Rachel Vidito
BOARD OF DIRECTORS Charlene Belsher
Judy MacDonald
Alcide Bernard
Jeana MacIsaac
Darcy Butler
Christina MacLeod
George Campbell
Rhonda Maillet
Laura Cole
Michael Matthews
Liam Dolan
Peter McCrady
Mary MacQueen Elliott
Mark McLane
Gerry Gill Patsy Gotell David Groom Kieran Keller Steve Larkin Heath MacDonald
Peggy Miles Corryn Morrissey Mike Newman Mitchell Rennie Carolyn Thorne Barb Trainor Darrin White
DEAR TOURISM OPERATORS: These are exciting times for tourism on Prince Edward Island, not just for operators, but for your Association as well. With 2014 celebrations and events underway and many, many more on the schedule in the days, weeks and months ahead, this year promises to be very positive. Our TIAPEI staff, along with the staff from Meetings and Conventions PEI and Discover Charlottetown, took a day out of our busy schedules to attend a WorldHost training session. The participants, including myself, enjoyed the day and appreciated the many valid and common sense points made by the facilitator. I am pleased to announce that all of us successfully passed and we are proudly displaying our certificates and lapel pins! In regards to other training and education initiatives, things are moving forward well, with a Youth program, two Passport to Employment for Mature Workers programs, and many individuals challenging emerit Professional Certification. I am especially pleased and thankful for the foresight of our Executive in carrying through with the “Seizing Our Potential” strategic engagement process. After Islandwide consultations, two forums with industry leaders and stakeholders, TIAPEI Past President Elaine Thomson and current President, Kevin Mouflier have appointed a Task Force to oversee the process, under the leadership of the full
TIAPEI Executive. This Task Force consists of TIAPEI President Kevin Mouflier, TIAPEI Past President Elaine Thomson, former TIAPEI Presidents Linda Lowther and Thom MacMillan, Tyson MacInnis, TIAPEI Treasurer, and Matthew Jelley, TIAPEI Member and well known PEI Tourism operator. Together, these individuals have embarked on fulfilling the very important priorities identified during the consultation and forum process and itemized in the final report “Seizing Our Potential: Tourism in Prince Edward Island - Six Strategic Actions”. If everything goes as is currently planned, you – our membership – may see some changes by March of 2014. That being said, realistically speaking, some of the recommendations will take longer to complete and we should see some significant change by late 2014/early 2015, based on the work of the Task Force and its Sub - Committees. I am pleased to inform you that we have been moving forward significantly in our communications, with advice from some communications experts, and this issue will be our last paper based newsletter.
One of the first editions of Tourism Tides was printed in February 1994, and in the past twenty years we have moved from six editions yearly down to four. In recent years this was supplemented with an on-line version. Today, rather than the pricier hardcopy newsletter, mailed out to industry members at a substantial cost, we plan to enhance our on-line newsletter presence and make it a “must read” with all the information tourism operators should need. I wish to thank our editors, design experts and printers over the past twenty years and, more importantly, the advertisers and feature contributors who made Tourism Tides a great success. I look forward to the new on-line publication and welcome your comments and content contributions. I hope to see many of you at our annual Tourism Conference and Awards Gala on March 5, 2014 and wish you all a successful tourism season. Respectfully submitted by Don Cudmore Executive Director
NEWLY CERTIFIED JEANNIE CONNOLLY Tour Guide
CORINNE LAVERS-WHITE Tour Guide
MARC BRUNET Banquet Server
CRAIG JONES Hotel General Manager
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TOURISM TIDES - FEBRUARY 2014
TOURISM TIDES
THROUGH THE YEARS (1993 – 2014)
Tourism Tides, February 1997
The first issue of Tourism Tides was produced in December of 1993. Linda Lowther was the President, the “Fixed Link” was coming and talks were ongoing about raising the Irving Whale. In the next two issues articles included tourism operators’ concerns about changes to UI (Unemployment Insurance), and the Provincial Government introducing its controversial 7.5% solution to the provincial deficit. Quality assurance and increasing visitation were high priorities. As the old saying goes, ‘The more things change, the more they stay the same.” In the beginning, TIAPEI produced six issues per year, everything was black and white, advertisements were few and concerns and highlights of the year were featured within the loose pages. Looking back through past issues emphasizes some of the continuing efforts of TIAPEI to help educate, inform, promote and enhance the tourism industry on PEI. The same can be said of the issues facing the industry and
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Tourism Tides, March 2000
the improvements through the years in licensing, inspections, ratings systems, reporting methods and educational opportunities. March 2000 saw the first edition of a revised version of Tourism Tides as a full colour, magazine style format. Over the past twenty years, many things have grown and expanded. Tourism Tides went from six editions annually down to four, but saw increase content and advertising opportunities. The Vacancy Information Service evolved into today’s Book PEI. Tourism marketing efforts have grown from print and television ads to include the digital world of Twitter, Facebook and You Tube. Professional certification can now be delivered on-line and consumer tracking and information gathering allows businesses to target specific group and individuals though electronic messaging. Training programs now target youth, mature workers and newcomers to Canada, and job fairs still attract hundreds of job seekers. The 1994 debate on UI changes is now the 2014
Tourism Tides, February 2014
debate on EI Reform, and the concerns this has raised for the entire seasonal workforce. Tourism Tides has continued to be a source of information and communication for the tourism industry, and has grown to include a digital edition. In these fast changing times, TIAPEI has decided it is time for Tourism Tides to change its format yet again. This February 2014 edition will be our last print magazine produced. Our communications will now become a digital publication supplemented by weekly e-newsletters. We intend to continue to offer informative articles and up-to-date communications for our industry members and partners, and trust you as an industry will still be sure to check out this new format and offer your suggestions on content. Most of all, we hope you will enjoy what promises to be a fresh new face for Tourism Tides!
TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND
HOTEL GM EARNS PRESTIGIOUS NATIONAL CREDENTIAL Craig Jones, General Manager of the Rodd Royalty in Charlottetown, is the first person in PEI to earn the emerit Certified Hotel General Manager credential. He has 15 years of management experience in hospitality, and recently decided to challenge the emerit Hotel General Manager Certification.
industry experience. The exam questions are based on the skills and knowledge included in the National Occupational Standards for Hotel General Manager. The required experience for Hotel General Manager certification consists of 5 years in the hospitality industry with a minimum of 3 years as a hotel General Manager. Successful Hotel General Manager Certification candidates earn the Certified Hotel General Manager (CHGM) designation.
Any time you can improve “yourself through continued
“Taking the emerit General Manager Certification is a no-brainer” added Mr. Jones. “We are constantly encouraging our employees to take advantage of education, training and certification; it gives us an opportunity to lead by example.”
education and training, you have to take advantage of it. To be able to participate in a certification program that is tailored for the Canadian Tourism Industry is an added bonus. - Craig Jones
”
TIAPEI would like to congratulate Craig Jones on being the first in PEI, and one of the first in Canada, to earn this prestigious Canadian made industry credential.
The emerit national certification process includes challenging a national exam, being successful with a performance evaluation, and having the required
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TOURISM TIDES - NOVEMBER 2012
EXPERIENCE CAMPING LIKE NEVER BEFORE AT CAVENDISH CAMPGROUND BEGINNING SUMMER 2014!
Despite the cold weather, Cavendish Campground in PEI National Park is buzzing with activity as Parks Canada crews renovate campground facilities and prepare new sites for the arrival of six oTENTiks in 2014!
Have you heard about oTENTik? An oTENTik is where tent and cabin meet to combine the comforts of home with an authentic camping experience. Fully equipped for convenience with a table and chairs, an electric heater and three beds to accommodate up to six visitors, an oTENTik is a great option for those who wish to experience the joys of camping without having to set up a campsite. Designed and made in Canada, the oTENTik is built from a wooden structure including windows and a door. The siding is made of thick canvas, and the structure is outfitted with a deck. In addition, the oTENTik sites in PEI National Park will boast Adirondack chairs, a barbecue and a firepit where the family can wind down with a marshmallow roast after a busy day on the beach. Visitors need only bring their food, personal effects and sleeping bags.
Why bring oTENTiks to PEI National Park? The best way to experience PEI National Park is to stay overnight. To help bring visitors closer to nature who are interested in a relaxing, easier 6
camping experience, Parks Canada is offering oTENTiks, two of which will be fully accessible. With oTENTiks, visitors have the opportunity to enjoy the benefits of camping in security and comfort set against the spectacular landscape of PEI National Park. OTENTiks campers will also enjoy the use of Parks Canada’s beautiful new washroom facility with adjoined kitchen shelter. The washroom will be fully accessible and familyfriendly to make camping that much more comfortable. All visitors need to do is focus on making memories and new discoveries!
What else is new at Cavendish Campground? Parks Canada is equipping every site at Cavendish Campground with a fire pit for the summer of 2014 so that all visitors may enjoy this camping tradition. Also, campers who prefer to tent or trailer will enjoy enhanced and more accessible services in newly renovated washroom and laundry facilities at Cavendish Campground this summer. Stay tuned for more details about Cavendish Campground and photos of oTENTik in Prince Edward Island National Park through our facebook page www.facebook.com/peinationalpark.
T O U R I S M I N D U S T R Y A S S O C I AT I O N O F P R I N C E E D W A R D I S L A N D
ASK AN HR PROFESSIONAL! Working with multi generations can be challenging. The multi generational workplace is becoming much more common, as mature workers are interested in staying employed longer. Employers need to understand what each generation can bring to the workplace and make a plan to maximize talent to task. We asked Rhonda Maillet, Director of People Resources, Delta Prince Edward and PEI Convention Centre about different generations in the workplace.
What skills stand out with Gen Y’s (1977-1994)? This group is very capable of multi-tasking and interested in learning new things. They want to take on additional responsibilities and enjoy being involved and connected. These individuals want to be part of your business and can tell you things about your business that even you didn’t know. Gen Y’s are quick learners and prefer to learn by doing.
What do Gen Y’s look for in a work environment? Gen Y’s want flexibility in the workplace: flexible scheduling, leaves of absence and days off are all very valuable to Gen Y’s. They want to be able to use the type of technology they are comfortable with. Gen Y’s are interested in companies who are environmentally friendly, and take progressive steps towards the environment. They like to be praised, patted on the back and given feedback. Fast pace, quick decisions and a feeling of empowerment appeal to Gen Y’s.
What can mature workers offer? Mature workers have life experience, and are often emotionally
loyal to the workplace. They have problem solving abilities, great work ethic, are reliable and are connected. Often their first priority is finding interesting work that they enjoy, and consider the financial benefits secondary.
What do mature workers look for in a work environment? They too are looking for flexibility but in a different way. They want part-time or seasonal work, and can often work to fill gaps left by other employees. Mature workers are looking for less responsibility and less demanding jobs. They want to learn new skills but learn differently than Gen Y’s.
What do you see as the biggest challenge? One size does not fit all anymore. As an employer you need to be creative with scheduling. You need to continuously change the way you do things and use the strengths of each generation to your advantage. Multiple generations are more difficult to manage, but in the end your business will benefit.
What advice do you give employers who have multiple generations in their workplace? There are many myths and realities when it comes to generations in the workplace. It is important to get to know your employees personally and avoid putting them in a generational stereotype. This will allow you to determine what motivates them as an individual.
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TOURISM TIDES - FEBRUARY 2014
WHAT’S NEW AT ACTP ACTP’S MEDIA RELATIONS PROGRAM DELIVERS VALUABLE MEDIA COVERAGE United Kingdom Marketing Program: The U.K. media relations strategy builds awareness of Atlantic Canada and positions the region as a premiere travel destination. The program, led by contracted public relations firm The Brighter Group, inspires U.K. media to produce engaging and motivational content across a variety of platforms, including print, traditional digital and social media. The resulting features showcase the provinces, activities and authentic experiences of the region, enticing U.K. travellers to make the journey. In 2013, the provinces hosted eight media outlets from the U.K., including a film trip by BBC Coast, plus journalist visits from the popular blog Eat Like a Girl and influential titles Wanderlust, Daily Express, Travel Weekly, BBC Wildlife, S Magazine and Daily Post. Early in the year, representatives from the region hosted journalists at an event in London, attracting twenty-four highly qualified guests and generating fresh interest in the region. The Brighter Group also hosted three media to the “Canada Day in London” festivities at Trafalgar Square. Hosting media events not only increases exposure for Atlantic Canada vacation product, but also improves competitiveness among other Canadian and global destinations. The media relations strategy also includes press releases, media pitches, in-market tradeshows and networking events. Since developing a formal U.K. media relations program in 2010, ACTP has generated strong return-on-investment annually. In 2012 alone, media value exceeded $8.4 million with over 85 million people reached and provided an impressive ROI of $54.90 in media value for every dollar invested into the program.
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UK PR representative, Ms. Steele Paulich from The Brighter Group, visits Prince Edward Island in Sept. 2013.
United States Marketing Program: 2013 has proven to be a very productive year for ACTP’s Media Relations activities. Meredith Pillon Marketing Communications (MPMC), ACTP’s in-market PR Agency, continues to work diligently to keep Atlantic Canada top of mind with key publications and websites. Together, MPMC and ACTP implement an integrated PR approach which includes press releases, media appointments, press trips and on-going media relations. The approach has yielded valuable coverage in publications such as the New York Times, Boston Globe, Newsday, Huffington Post and usatoday.com, to name a few. Articles that appear as a result of ACTP’s efforts can play a critical role in creating awareness as well as boosting visitation and revenue for the region. Efforts continued throughout the year with key media traveling to the region to experience firsthand our unique culture, rich history, pristine environment and legendary hospitality. As of November 2013, the region hosted more than 18 influential writers and editors from the United States. Writers
and editors representing publications and online travel sites such as the Men’s Journal, Smithsonian Magazine, Huffington Post, GoNomad, Forbes.com and the New York Times visited the area recently to explore the unexplored, experience the abundance of authentic Atlantic Canadian experiences we have to offer. Word is spreading that Atlantic Canada offers Americans an extraordinary vacation opportunity and this type of favorable media coverage will expose Atlantic Canada to millions of potential visitors.
The Atlantic Canada Tourism Partnership – Who We Are The Atlantic Canada Tourism Partnership is a nine-member pan-Atlantic marketing initiative consisting of the Atlantic Canada Opportunities Agency, the four tourism industry associations in Atlantic Canada and the four provincial departments responsible for tourism in New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. ACTP has been in place since 1991 and is dedicated to promoting Atlantic Canada as a tourism destination of choice in key American and international markets. For more information, visit www.actp-ptca.ca
TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND
TOURISM JOB FAIR TIAPEI has partnered, once again, with Holland College to host a Tourism Job Fair at the Tourism and Culinary Centre. The fair is being held on Wednesday, February 19th, 2014 from 9:00 am – 4:00 pm. The Tourism Job Fair has proven to be a very beneficial event to both the employers and job seekers alike, with over 900 people in attendance last year. It is a great opportunity for all employers working in the Tourism Industry to recruit, interview, and potentially hire new employees all in one convenient location. TIAPEI will also be having another Tourism Job Fair in Cavendish, however; the date and location is to be determined. It will also showcase a wide variety of industries including Tourism. For more information about the job fairs, please contact Vicki at 902566-5008 or by email at careerfair@tiapei.pe.ca. This project is funded in whole or in part by the Canada/ Prince Edward Island Labour Market Development Agreement.
TIAPEI STAFF JAMIE VANDER KOOI Jamie joined TIAPEI in July 2006. He is currently working on a new Quality Assurance Program for Atlantic Canada – Your Atlantic Experience. This program will allow visitors to rate their experiences while visiting Atlantic Canada. The information gathered can be used by tourism operators, and industry, to help guide and develop programing to maintain and enhance the visitor experience while traveling. Jamie previously represented PEI and worked as Secretariat for the TourismTechnology.com initiative, and has worked on a number of other Tourism PEI and Tourism Atlantic projects during his time at TIAPEI. He is responsible within the TIAPEI office for updating and supporting the TIAPEI website, organizing regular e-newsletters and e-blasts, and overall network/PC support. Jamie can be reached at Jamie@tiapei.pe.ca.
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TOURISM TIDES - FEBRUARY 2014
WATER SAMPLE REMINDER! Attention Tourism Accommodation Operators
Seasonal Accommodation Operators
Please be advised that first quarter water samples are due. If you have not sampled please submit a sample to any designated drinking water drop-off site as soon as possible. The Tourism Industry Act and Regulations stipulate that all accommodation operators must submit water samples for analysis every three months while receiving guests.
Quality Tourism Services Inc. would like to remind all seasonal accommodation operators that water sampling is due before receiving guests in the spring, and that clearing any outstanding Boil Water Advisories is required. We know that you take great pride in providing quality services to your guests, which includes health and safety in regards to water quality. Your diligence is appreciated and reinforces the overall quality and reputation of the industry.
Failure to comply with water testing legislation can result in the loss of access to tourism services/ incentive programs, withdrawal of Visitor’s Guide advertisements, revocation of your accommodation licence, and/or fines.
Please Note that water sampling Reminder notices will be posted each quarter, however, it is up to operators to schedule their own water sampling. www.qts.pe.ca 902-566-3501
TIAPEI WOULD LIKE TO THANK ALL OUR PARTNERS OF THE 2014 TOURISM CONFERENCE FOR THEIR SUPPORT!
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TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND
2014 TOURISM CONFERENCE AND AWARDS GALA Red Shores Racetrack and Casino, Wednesday, March 5, 2014 8:00 am
Registration & Trade Show
8:00 am
TIAPEI Scholarship Fundraiser
8:30 am – 10:30 am
Business Meeting
10:30 am – 11:00 am
Networking/Nutrition Break
11:00 am – 12:00 pm
Keynote: David Goldstein, President and Chief Executive Officer, Tourism Industry Association of Canada
12:00 pm – 1:15 pm
Networking Lunch
1:15 pm – 2:15 pm
Carol Sheedy, Vice President, Operations for Parks Canada - Eastern Canada
2:15 pm – 2:45 pm
Networking/Nutrition Break
2:45 pm – 4:00 pm
Tourism PEI
4:00 pm – 4:15 pm
Presidents Closing Remarks
AWARDS GALA
6:15 pm – 7:00 pm
Reception
7:00 pm – 10:00 pm
Awards & Recognition Gala
To register visit www.tiapei.pe.ca or call (902) 566-5008
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