REPORT TO THE COMMUNITY 2017–2018
VISION Kelowna and the region will be internationally recognized as the four-season, outdoor destination of choice in North America by 2022.
MISSION To generate overnight visitor demand to economically benefit Kelowna and its neighbouring communities; 3.5 million visitors by 2022.
BRAND PROMISE In Kelowna, you will explore, sip, play, and be fully centered when you find yourself surrounded by the best the Okanagan has to offer, all within easy reach.
TOURISM KELOWNA
MANDATE
CONTENTS 04
President & CEO Message
06
2017–2018 Board of Directors
a sustainable manner that strengthens the local
07
Strategic Plan
economy and enriches the quality of life; and to
08
Kelowna & The Central Okanagan Brand
seek funding opportunities and manage funding
09
Destination Performance Indicators
for the support and marketing of tourism in Kelowna
11
Who We Are
12
Who We Serve
13
Programs & Services
14
2017–2018 Organizational Performance
19
The Year Ahead
To support and market the tourism destination of Kelowna and the Kelowna Metropolitan Area in
and the Kelowna Metropolitan Area.
MESSAGE FROM THE PRESIDENT & CEO
Lisanne Ballantyne President & CEO
The 2017-2018 fiscal year was pivotal for tourism in Kelowna. At the center of a rapidly growing region and changing markets, tourism stakeholders showed renewed optimism to proudly service our nearly 2 million annual visitors and an eagerness to grow our $1.25 billion industry to the next level. Nowhere was this more evident than in the outpouring of community support generated by the June 2018 opening of the new Kelowna Visitor Centre. The construction project, funded by a local mortgage, a one-time provincial grant, and private sponsorships, was completed on time and under budget. Its first two months of operations saw more than 44,000 people come through the doors of the beautiful glass and natural wood building, compared to 16,000 annual visitors in the old location along the highway. This exponential service expansion now has Tourism Kelowna on track towards our goal of assisting and influencing 100,000 visitors and guests annually. In this Report to the Community, we invite your review of our programs and encourage your feedback. Our destination marketing initiatives generate massive advertising reach, high-profile travel media stories, and collaborative partner campaigns that target traditional travel consumers
while opening new markets like LGBTQ2+ leisure travellers, culinary tourists, and year-round outdoor adventurers. We recognize the privilege of promoting the Okanagan Valley and, as such, we were pleased this year to once again receive international accreditation for destination marketing organization best practices. Tourism Kelowna’s Business Development team attracts large group business to develop our four-season strategy. Along with hotel partners, we solicit multi-day meetings and conferences to generate new economic impact during shoulder seasons. The same holds true for our major sports and events strategy, which this year saw us partner with community organizations to host the Winn Rentals World Mixed Curling Championship 2018 and BreakOut West 2018, while securing successful bids for the 2019 Skate Canada International and 2020 Memorial Cup. Of course, this year was not without its challenges. Changing legislation around speculation tax, cannabis, and short-term vacation rentals all affect the tourism industry, as do issues like gas prices, highway access, and downtown safety and security. Most significantly, the impact of wildfire smoke from across the province cut
Our success is built on the foundation of a robust, representational Board of Directors providing vision and governance; a staff contingent leading the way in sales and marketing; and close to 60 volunteers who are the heart and soul of visitor services and Kelowna’s warm, welcoming brand promise.
4 | 2017–2018 Report to the Community
our peak summer season short, with many tourism businesses reporting decreased traffic, shortened stays, and cancellations. Together with stakeholder-driven communications, Tourism Kelowna took immediate action and our efforts are detailed in this report for both short-term business recovery and long-term reputation management. Our success over the past year would not have been possible without the strength of collaboration among our stakeholders, Board of Directors, industry colleagues, and local community partners. We will continue to champion the important work of everyone working within our dynamic tourism industry and look forward to working with you in the year ahead.
#exploreKelowna
Lisanne Ballantyne President & CEO – Tourism Kelowna
Mayor Colin Basran
2017–2018 Report to the Community | 5
Executive Committee Thom Killingsworth, Chair | Kelowna Yacht Club Tanya Stroinig, Vice Chair | Prestige Beach House (Prestige Hotels & Resorts) Heather Schroeter, Treasurer | Manteo Resort Waterfront Hotel & Villas Debbie Dupasquier, Secretary | Bluestar Charters
2017-2018 BOARD OF DIRECTORS Strong leadership and guidance are provided to Tourism Kelowna by its Board of Directors, representing a broad spectrum of Kelowna's tourism industry. These board members volunteer their time and contribute extensive knowledge and experience to ensure the organization is accountable and performance driven.
Stan Martindale, Past Chair | Ramada Hotel & Conference Centre
Directors Katie Balkwill | Big White Ski Resort Carla Carlson | Comfort Suites Kelowna Sean Coward | Kelowna Hotel Motel Association Penny Gambell | Lake Country City Council Gail Given | Kelowna City Council Debra Harding | UBC Conferences & Accommodations Okanagan Campus Patricia Leslie | Gray Monk Estate Winery Dan Matheson | Okanagan Golf Club David McFadden | Okanagan Lavender & Herb Farm Nataley Nagy | Kelowna Art Gallery Sam Samaddar | Kelowna International Airport
6 | 2017–2018 Report to the Community
STRATEGIC PLAN 2018-2022 TOP PRIORITIES
OBJECTIVES
KEY INITIATIVES
2022 OUTCOMES
Destination Marketing & Development
Increase October to March visitations to grow annual visitor count to 3.5 million
Leverage availability of big data to target high-value leisure and business travellers
Kelowna and area recognized as:
Scale up meetings, conferences, and events programs
Grow funding and facilities capacity for city-wide meetings and events
Expand tourism brand offerings for unique, year-round experiences
Develop winter, culinary, sustainability, LGBTQ2+, and Indigenous marketing programs
• an established sustainable tourism destination
Increase the reach and influence of tourism visitor services
Expand service capacity at the Visitor Centre and Airport Kiosk
Kelowna and area tourism sector viewed as:
Establish a standardized “Kelowna Experience” service model that can be replicated for other markets
Launch partnered brand training program
Demonstrate the value of Tourism Kelowna to visitors, to stakeholders, and to the communities we serve
Expand the scope of stakeholder and industry engagement
• the four-season outdoor destination of choice in North America • a premier Canadian meetings and events host city
Remarkable Visitor Experience
Organizational Excellence
Support other DMO communities within services mandate area
Increase the ratio of self-generated revenue over public funding
• the model of excellence to emulate for visitor services • a major driver of economic develop ment in the region
A sustainable organization, embedded in the community as a recognized industry leader, improving the quality of life for Central Okanagan visitors and residents
Recognition for DMO best practices, industry leadership, and benchmarking
2017–2018 Report to the Community | 7
KELOWNA & THE CENTRAL OKANAGAN BRAND There’s a feeling here. A vibe. A current of activity and energy. And renewal. An invigorating place with an easy going pace. Open to anything and welcoming anyone. This is a happening city with a fresh attitude. And a beauty that’s all natural. From sand to stone to snow, nature is our four-season playground, offering an unparalleled balance of outdoor adventures. A deep lake surrounded by valley mountains. Full of hand-picked flavours. A lively and local food, wine, and craft drink scene. All grown right here. Kelowna is a place to connect. With our land, with experiences, with others, and with yourself. A place of possibility that helps you reset and opens you to new perspectives and opportunities. You’re here. At the center. Surrounded by the best of the Okanagan Valley. And everything’s within your reach.
Explore. Sip. Play. Be. Fully centered.
BRAND CHARACTER
CORE ESSENCE
BRAND ATTRIBUTES
Fresh
Hub of the Okanagan Valley
Warm
Four-Season Playground
Connected Energetic
FULLY CENTERED
Natural Beauty Freshest Flavours
Open
Happening Downtown
Easy Going
Choice Accommodations
8 | 2017–2018 Report to the Community
DESTINATION PERFORMANCE INDICATORS Economic Impact of Tourism*:
1.9 MILLION VISITORS
$337 MILLION
$142 MILLION IN TAX REVENUES
$620 MILLION
VISITOR SPENDING
IN TOTAL GDP
11,890 JOBS
$1.25 BILLION
TOTAL JOBS CREATED
TOTAL ECONOMIC OUTPUT
GROWING HOTEL OCCUPANCY AVG 64.2% | SEPT 2017–AUG 2018 +1.3 YEAR OVER YEAR**
RECORD-BREAKING AIR TRAFFIC OVER 2 MILLION PASSENGERS AT YLW FROM SEPT 2017–AUG 2018***
*Sources: Tourism Kelowna, 2016 Visitor Intercept Survey and Economic Impact of Tourism. InterVistas **Source: CBRE Hotels’ Trends in the Hotel Industry National Market | ***Source: YLW statistics Note: Results of 2018 Visitor Intercept Survey and 2018 Economic Impact of Tourism Survey to be released in 2019.
2017–2018 Report to the Community | 9
Tourism Kelowna staff toast the opening of Kelowna's new visitor centre.
10 | 2017–2018 Report to the Community
WHO WE ARE Tourism Kelowna is the lead Destination Marketing Organization for Kelowna and the Kelowna Census Metropolitan Area, which equates geographically to the Central Okanagan Regional District. Incorporated in 2008 as a not-for-profit society, Tourism Kelowna works in partnership with travel industry organizations, local business and economic development agencies, over 400 tourism and hospitality businesses, and area municipalities for optimal results. Each of our business units focuses on a specific area of specialty. We work together to market our destination to travellers and to provide exposure for our stakeholders to these travellers, with the goal of generating positive economic impact for our region. We want travellers to have more fun, to stay longer, and to be inspired to visit again. Administration Oversees strategic direction, annual operating plan, and organizational performance. Supports Board of Directors and manages all finance and human resource areas. Lisanne Ballantyne | President & CEO Lauren Lander | Director of Finance Cheryl van den Bold | Executive Assistant
Marketing & Communications
Volunteer Team
Markets Kelowna and its surrounding communities to leisure travellers in key geographic markets and introduces our destination to global markets through our paid, earned, and owned media efforts. Has a direct investment and presence in our key geographic markets and works in partnership with our regional, provincial, and national marketing organizations to reach global markets.
Our outstanding team of almost 60 volunteers works hard to ensure visitors receive the customized recommendations and information they need. Our volunteers can be found at our Kelowna Visitor Centre, Airport Information Kiosk, and throughout the Central Okanagan with our mobile visitor services team.
Chris Shauf | Director of Marketing & Communications Jennifer Widmer | Travel Media & Communication Steve Small | Digital Marketing Sara Correa | Marketing Programs & Research Melissa McCluskey | Social Media & Communication
Business Development
Visitor Experience
Promotes Kelowna and its surrounding communities as a location for meetings, conferences, sports, and events. Works in partnership with third-party planners, connecting them with our stakeholders to make their events successful and to increase opportunities for our stakeholders to market to this specific segment of traveller.
Elevates the visitor experience by delivering exceptional in-person customer service at our downtown Kelowna Visitor Centre and at our Airport Information Kiosk, as well as through mobile and online visitor servicing. Assists travellers during the trip planning stage and when they are in market.
Jennifer Horsnell | Director of Business Development & Destination Development
Chris Lewis | Director of Visitor Experience Morgan Hunter | Visitor Experience, Operations
Tourism Kelowna's team of volunteers provided over 6,000 hours of service last year.
Harvey Hubball | Business Development, Sports & Events Julia Garner | Business Development
2017–2018 Report to the Community | 11
Visitor Profiles*
First-Time Visit
39%
WHO WE SERVE
Repeat Visit
61%
Our primary purpose is to draw visitors to our destination, to enhance their experience while they are here, and to create repeat visitors who will become advocates for Kelowna and its surrounding communities, recommending our destination to their friends, family, and colleagues.
Travel for Business & Conventions
Stakeholders
9%
Travel for Leisure Travel to Visit Family & Friends
59%
All tourism businesses and organizations in the Kelowna Census Metropolitan Area are automatically stakeholders with Tourism Kelowna without paying a membership fee. Currently, more than 400 tourism businesses and organizations participate in Tourism Kelowna’s advertising programs. Tourism Industry & Local Community
32%
We work in conjunction with regional and provincial tourism associations to generate inbound travel, thereby increasing the economic benefit for area tourism businesses, our city, and its surrounding communities. International Visitor
3 VISITORS
Visitors
12%
AVERAGE PARTY SIZE
$1,370
AVERAGE PARTY EXPENDITURE
Visitor from Canada Visitor from USA
5%
6.7 NIGHTS
AVERAGE LENGTH OF STAY 12 | 2017–2018 Report to the Community
Through our Kelowna Visitor Centre, Airport Information Kiosk, and our online and mobile visitor services, our team is dedicated to delivering an outstanding experience to the almost 2 million visitors that travel to our region each year.
82% *Sources: Tourism Kelowna, 2016 Visitor Intercept Survey and Economic Impact of Tourism. InterVistas
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2017–2018 Report to the Community | 13
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GE
SPRI
E RD
A OK
LO
RD
KLO Creek Waterfall
Kelowna Creek Crags
TEASDALE RD SPRINGFIELD RD RD HARTMAN
EAST KELOWNA RD
EAST KELOWNA RD
6
K.L.O. RD
Harvest Golf Club
RD
HA RT
4
MISSION CREEK GREENWAY
12 km | Climb: 1 m 1.1 | Climb: 30 m 3
D
Mission Creek Greenway
2
M
Scenic Canyon Regional Park
MCCU LLOC SPRINGFIELD H RD RD
SPIERS RD WARD RD
33
SPIERS RD
EAST KELOWNA RD 1 2
SAUCIER RD
DF
GARNER RD
E RD Harvest SDAL Golf Club WO OD SAUCIER RD
vu
33
POOLEY RD
K.L.O. RD
CORNISH RD
D Centre ek Cre n sio RD isHARTMAN MRD
O
O
SAUCIER RD
BE
O K.L.O. RD RD R
POOLEY RD
RD
UL
CH
NE
OLD VERNON RD
GL EN
D
RUTLAND RD
RICHTER ST
ELLIS ST
RD
WESTSID E
O RE
R LY AT
SH
LL
KE
GE
D
LA
EY
MCC
LUXMOORE RD
SO
Wood Lake
Orchard Park Shopping
MOYER RD
RR
RS
AS
RD
RD
RT
RD
EAST KELOWNA RD
DE
RD
RT
LL
e
JU
e Cr
HALL RD
1
OLD VERNON RD
SEXSMITH RD
RS O
NEE
C
McCURDY RD
33
DEHA
RD
HA
Harvest Golf Club
DE
GU
n
Lake Country WARD RD
BARNABY RDR
D
BA
Orchard Park
ON D R
IT
Kelowna International Airport
UBC Okanagan
Munson Pond Park
97
K.L.O. RD
SO
97
k DR Nee n CrLEATHEAD LEXIN ay RD ioGTO Missreenw G
LA
K.L.O. RD
ER
O
REID RD
R
BARNABY RD
NE
RD k SPIERS RD
M
AS
RD
RD
N
O
sio
RD SAUCIER is
DFO
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on
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ay
CHUTE LAKE RD
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RD
RT
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RD
OAKAVIEW RD
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C
KE
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Ellison SPRINGFIELD RD Lake 97 (Duck Lake)
IT
CE O
Orchard Park Shopping Centre
Mission Creek Greenway is one of Kelowna's most visited parks. It isRD TEASDALE SPRINGFIELD RD 16.5 km long and features an interpretive centre, salmon spawning channel, picnic areas, and scenic canyon views.
Kelowna
Primary access/parking: Lakeshore Road D
OV ek ER Cre D
Rotary Park & Beach
M
RD
LA
97
BERNARD AVE
GLENMORE RD
MM
AVE Okanagan Lake
ME NT
97 SPRINGFIELD RD
K.L.O. RD
RD
SU
CLE
HARVEY AVE
CADDER AVE
Gyro Park & Beach
CA
Brandt’s Creek Linear Park
Rotary Park SPRINGFIELD RD Mission Creek & Beach Paddle Zone RD
VAUGHAN AVE
O
BERNARD AVE LEON AVE
e
ett Bridg Benn
WEST AVE
17
SPRINGFIELD RD
UN
Boyce-Gyro Park & Beach
HARVEY AVE
SY
am R
Willi
Kinsmen Park & Beach
Boyce-Gyro Park & Beach
Kelowna
AV E
Kelowna Paddle Centre
BERNARD AVE LEON AVE
97
Raymer Bay
Regional Park OGDEN RD
Sutherland Park & Beach
6.5 km
Paddle Loop
CADDER AVE
Maude Roxby Wetlands
D
YM HA
1
11
Rotary Park & Beach
NC ENT RE R Kelowna D E CADDER AVE BAY AVE
Strathcona Park & Beach
RD
OS
ER
IDE
AB
H
NYS
T YS
C
1
15
Waterfront Park & Boardwalk
U
SUN
ST
BO
4
Rotary Marsh
D RTugboat Bay
Stuart Park DOUGLAS RD
Kerry Park
ANA GA
dge ett Bri R D Benn IE
RD
D
W
IL L
NEW VISITOR CENTRE Opening Mid-2018
97 Kinsmen Park & Beach
ZON DR
TT BO
NH
HORI
Okanagan Lake
AV ID SO N RDK.L.O. RD
RD Kelowna Paddle Centre AN
RD
AN
OK
SI O
HARTMAN RD
DR
D
RE
M IS
AR
NT
MOYER RD
CH
W
YM HA
STUART RD
HUDSON RD
Kelowna City Park & Hot Sands Beach
mR Willia
OLD VERNON RD
CORNISH RD
RD
IT
Scenic Canyon
DOUGLAS RD
OGDEN RD
CE
STEVENS RD
(Duck Lake)
IE
GO LD IE RD
Maude Roxby Wetlands
33
RD
SHANNON LAKE RD
YM HA
STUART RD
HUDSON RD
AN
RD
WOODSDALE
97
ER
33
SH WO AN OD NO S DRN
LEY
RD
97
AG
RD
GUL
n
RD
Wood Lake
OLA
U
YSI DE
1 PR
GARNER RD
SHANNON HILLS DR
RD
ULLO CH
Shannon Lake Golf Club no an Sh Lake
Shannon Lake Regional Park
AN
OCE
Ellison Lake HUDSON RD
DOUGLAS RD
RD
Kelowna International Airport
UBC Okanagan
*Okanagan Rail Trail
CH
LEATHEAD RD
BO
SU NN
2
TEASDALE RD
POOLEY RD
HART
STEVENS RD MCC
DR
RID
LLU
BAY AVE
ON DR
HO RIZO
Kalamalka Lake
12
Spion Kop
SHANNON LAKE RD
CAMP RD
GLENMORE RD
Stephens Coyote Ridge Regional Park
7
Orchard Park
EAST KELOWNA RD
Harvest Golf Club
SHANNON HEIGHTS PL
WARD RD
TA
SAUCIER RD
OK
CENT
GOLDIE RD
k
GE S
RD
RD
SPIERS RD
MOUNTAIN
HOLLOW LN SAUCIER RD
D
T TS
AGAN
SH W AN O O NO DAVIDSON RD DS N DR
Lake Country
STUART RD
Shannon Lake Golf Club
Cree
RSO
DR
FOR
OK
97
Kopje Regional Park
19
OKAN
RE DR SHANNON HILLS RD E
DR
ion Miss
SPRINGFIELD RD
Mission Creek Greenway
K.L.O. RD
RD
SO
D
BED
E
E
EER
CA
RD
AR
RD
15
RD
RD
G
RD
10
McCURDY RD
RD
SUM
ILL
LEON AVE
HARVEY AVE
AN
PION
RT
IE
RE
D
7
N
OLD VERNON
97
EY RD
UNIO
NH
AVE
BERNARD AVE
K.L.O. RD
DEHA
ER
NT
RI
NT
S IO
YM HA
n Creek way Missio Green
CH
NEW VISITOR CENTRE Opening Mid-2018
97
HO RIZ
E RD
NAG
to Vernon
17 Fintry Falls
US
MCKINL
RD
MIT
CLEME CAWSTON AVE
97 SPRINGFIELD RD
Kelowna RD3
STUART RD
Rotary Park & Beach
RD
OGDEN RD
97
SEXSMITH RD
Brandt’s Creek Linear Park
BAY AVE
M IS
CADDER AVE
Boyce-Gyro Park & Beach
RIT
ART
CH
CE
1
t Bridge
R Bennet
Kinsmen Park & Beach Kelowna Paddle Centre
DEH
BARNABY RD
U
ER A
AN
18
LL
n no an Sh Lake
Paul’s Tomb
DR
3 Knox Mountain Park
Sutherland Bay Park & Beach
Rotary Marsh
City Park
Strathcona Park & Beach
RD
BSO
AG
DOUGLAS RD
OGDEN RD
RD
HO
P West Kelowna
BO
BA RR
15
8
RD
HOL
HER
RD
RD
GYRO SWIM
RD
16
VE
REID RD
UC
K
LL
YSIDE
Cedar Creek Beach
DR
O H EG RO
RD
IE
BO
EE
N HI
D
N
O COOK RD BS
PIN
S
RD HILL
STEVENS RD
Safe Harbour Regional Park
MOUNTAIN
9
HOR IZON
Raymer Bay Regional Park
Tugboat Bay BUTTWaterfront RD Park
Waterfront Boardwalk 97
DR
William
RD MAN HAY
STUART RD
12
Mount Boucherie
Kopje Regional Park
HOLLOW LN
TA
Bear Creek Provincial Park
ON
Westbank First Nation
STEVENS RD
HUDSON RD
97
Sarson’s Beach Park
CR
IO
SUNN
AR
RD
N SHANNO RD LAKE
H
Paddle
SS
CH
GS
NON DS DR
Shannon Lake Golf Club non Shan Lake
IT
27 km
Creek
MI
IT
R IN
SHAN WOO
DR
RIDG
Shannon Lake Regional Park
SCHARF RD
Shannon Lake Regional Park
Traders Cove Regional Park
10
Rose Valley Regional Park HORIZ
Carrot Mountain
SHANNON HILLS DR
STEVENS RD
MOUNTAIN
HOLLOW LN E S TALLU
ELLIOT RD
Waterfront DOUGLAS RD N
SM
vue
Myra-Bellevue Provincial Park
Rotary Park & Beach
800 m
PR
SP
14 SHANNON HEIGHTS PL
West Kelowna
1
Kalamoir Regional Park
Paddle
CHUTE LAKE RD
97
NE
RD
E RD
6.3 km
DR
BUTT RD
k
JU
EK
SHANNON HEIGHTS PL
SHANNON LAKE RD
Shannon Lake Golf Club
West Kelowna 97
n no an e Sh L ak
McDougall Rim
CRE
SUNNYSID
ENA
WAY
PERIM
Cree
LA KE
AN
SH W AN O O NO DS N DR
D
11 McDougall Rim
12 Mount Boucherie
TH
13 HUDSON RD
Gellatly Bay
OAKAVIEW RD
OGDEN SCHARF RD RD
QUILCH
DR
ETER
H
SOUT
Lebanon Creek Greenway Regional Park
John's Family Nature Conservatory
non
ESH
CR
OT
H CR
Brandt’s Creek Linear Park
Lebanon
Lake BARNABY RD
Lebanon Lake
Sweeping lake and city views – access to rock climbing too.
907 Acres
KE
SH
QU
ILC
OR
2.2 km | Climb: 212 m
OAKAVIEW RD
BARNABY RD
Lebanon Creek | 5 JFNC
4
HE
to Vanc
97c
ouve
NTO
SO
U TH
PE
RI
M
CH
LEY
UT
E LA
6
HIG HP OIN TE PL
H
PO
IN
TE
D
97
OR
No parking beyond this point
8.5 km
Lebanon Lake
1
R
1
LA
10
2
4
IT
SU
MM
Baker Lake
RD
Squally Point
Swamp
KE
SH
LAK
Divide Lake
8
5
Buchan Bay
8
12
6
Commando Bay
7
11
9
N SE
T ST
Le
E RD
SAUCIER RD
Primary access route: Gillard Forest Service Rd/ Kettle Valley Rail Trail
NON R vue
Cree
k
D
MOYER RD
Prepare yourself for an intense hiking or biking workout with incredible views and unique sites along the way.
Primary access/parking: Lakeshore Road
97
1
CN TRAIL
FREDERICK CREEK
7
1.7 km | Climb: 125 m
2
7.3 km | Climb: 798 m
GOLDEN MILE
BAKER LAKE
8
1.7 km | Climb: 125 m
2.45 km | Climb: 16 m
GOODE'S BASIN
3
12
Stephens Coyote Ridge
7
MOUNTAIN GOAT
9
WILD HORSE CANYON N
10 BOULDER
BUCHAN BAY
5
HARTMAN RD
11 GOODE'S CREEK
1.3 km | Climb: -164 m
.9 km | Climb: 30 m
COMMANDO BAY
6
12 WILDHORSE CANYON S
2.3 km | Climb: -217 m
14.9 km | Climb: 1,056 m
LEATHEAD RD UBC Okanagan 8 Okanagan Mountain Provincial Park
.75 km | Climb: 25 m
3.9 km | Climb: 219 m
ek
4
12
TO SWAMP
2
TO LIGHTBLUE LAKE
1
Cr e
N
Kelowna 2.2 km | Climb: 269 m 5 km | Climb: 900 m McCURDY RD International Airport 8.9 km | Climb: 251 m 5.8 km | Climb: 467 m
Chute Lake
Goode’s Creek
Primary access/parking: Wergner Road
1.05 km | Climb 176 m .16 km | Climb -33 m
on
AV E IO
RD
KAV
RD
ORE
Service Road No Vehicle Access (10 km)
1
3
Rattlesnake Island
27,275 Acres
Service Road No Vehicle Access (10 km)
2
Lightblue Lake
TIMBERLINE RD
10
Halfway Bay
WERGNER RD
N PL
IG
O ESH
Lebanon Park
IEW
RD
KE
CHUTE LAKE RD
Paddle
252 Acres
ET
Okanagan Mountain Provincial Park
Reluctant Dragon Cove
Highpointe
H
A pristine park featuring ponds, grasslands, and coyotes too.
.9 km | Climb 50 m
15 OGOPOGO
16 BALSOM ROCK
1.6 km | Climb 86 m
NT
N PA
HARVEY AVE
RD
97
DO SY ST
SPRINGFIELD RD
CADDER AVE
0
0.5km 1km
97
Orchard Park Shopping Centre
33
2018-05-02 5:41 PM
OLD VERNON RD
SEXSMITH RD
TEASDALE RD
SPRINGFIELD RD
HOL
Brandt’s Creek Linear Park
CORNISH RD
O LY W
Kelowna
Belle
V ER Myra-Bellevue Provincial Park LD
r
cton to Penti
DR
NA
MCKIN
RD
Okanagan Lake
Peachland
BOY
R
97
14 CLIFTON RIDGELINE
MO UNT AIN AVE
.55 km | Climb: 44 m BALSOM ROOT BLUFF
Lake Country
O
3 Knox Mountain Park
E
10 Rose Valley Regional Park
Rose Valley Lake
11
17 Fintry Falls
SMI
ION MISS
97
Westbank First Nation
16
RD ORE ESH LAK
ER
TANAG
4 RD IE 5
Leba
Lebanon Lake
ET
1
323 Acres
1
LEBANON RDCREEK
1
LA
OA
14
5
D
.8 km | Climb: 17 m GLENMORE RIDGE
11 12
SU
1.9 km | Climb: 238 m
.6 km | Climb: 42 m
10 FRONT SIDE CONNECTOR
2.8 km | Climb: 262 m LOWER APEX
1.3 km | Climb: 89 m
NT
2 Mission Creek Greenway
MOUNTAIN 4 Lebanon Creek Greenway Regional Park
HOLLOW LN
5 John's Family Nature Conservatory (JFNC) R
G 6 Myra-Bellevue Provincial Park RID SM USIT 7 Stephens Coyote Ridge LLRegional Park H TA C 8 Okanagan Mountain Provincial RPark EE KR D 9 Bear Creek Provincial Park
West Kelowna
SCHARF RD
15 Glen Canyon Regional Park 16 Gellatly Bay
BUTT RD
BUTT RD
15
Glen Canyon Regional Park
ER
YS
NI O
KELOWNA WATERFRONT BOARDWALK
2.2 km | Climb: 0 m
LA
LAK
EL
Magic Estates MB
n Ke ow nt RD Dow W IE K AV O
1 Kelowna E RD Waterfront & Boardwalk OR Okanagan Lake KE SH
LA
Okanagan Lake
4
4
12
Knox Mountain Park
DR
7
Cedar Creek Beach
4 10
13
5
HIGHPOINTE PL
Royal View
YA
LD E RVIE
W
L
13 SHALE
SIMPSON
9
CAMELOT
.3 km | Climb: 7 m APEX (cycling uphill only)
7 8
CE
RD
Shannon Lake RD ELLIOT Regional Park
13 Kalamoir Regional Park 14 Carrot Mountain
20 Peachland SHANNON LAKE RD
97
CH
SU NN
1
*Please note, sections of the Okanagan Rail Trail are under construction. Visit okanaganrailtrail.ca for updates.
ver
Cedar Creek Beach
Lebanon Park
Paul’s Tomb
3 km
T
M OU
OR
Stephens Coyote Ridge DR ER AY Regional Park W N AG ER TA
Kathleen Lake
CH H ES P
KATHLEEN LAKE
2 km | Climb: 40 m 6
APEX/SIMPSON CONNECTOR
.5 km | Climb: 8 m MAGIC ESTATES
.5 km | Climb: 33 m
DE
K
R
97
U
Belle
ELLIOT RD
Cedar Creek Beach & Dog Park Lebanon Park
RD
ORE
BO
6
Okanagan Lake LOOP Safe Harbour Regional Park
Bertram Creek Regional Park
ESH
RD
cou
ticton to Pen
DR
Paddle
IN
5
PAUL'S TOMB
2.7 km | Climb: 102 m PAVILLION
1.2 km | Climb: 65 m 3 4
RD S
EE
D
Shannon Lake Golf Club
n no an e Sh L ak
uver
ILL
D AR97
2
PO
AR
OX
11
5
5
10 BROADWAY AVE
RO T
RE N
LA K
1
John's Family Nature Conservatory (JFNC)
4 12
12 Pioneer Pavillion
PL
3
7
7 KN
DR
13 13
Sutherland Bay Park & Beach
TRAILHEAD
BAY AVE
A diversity of trails for biking and hiking just minutes from downtown Kelowna. | Primary access/parking: Knox Mountain Drive 1
WHEELCHAIR ACCESSIBLE
STEEP GRADE
ba n
AVE Park 3VAUGHAN Knox Mountain
CLE ME
UN
Lebanon
N DR e ridg ett B Benn
WOOD
CR
E
LU
to Vanco
Okanagan Lake
NH
S IO
CH
C AM
15 16 0.5km 1km
Myra Canyon Trestles Shawn Talbot
PO
Upper Apex Lookout
7 7
ADVANCED
EASY
NT AI N
7
TRAIL END
BIRDWATCHING SITE WATERFALL PARKING
WASHROOMS
2
ROCK CLIMBING
STAIRS
KVR TRESTLE
NEW VISITOR CENTRE Opening Mid-2018
BERNARD AVE LEON AVE Lake
Paul’s Tomb
97 H O RIZ O
Raymer Bay William R Regional Park
G
L TA
Traders Cove Regional Park
ton to Pentic
ver
LAK
M IS
ID E RD
Conversions: 1 kilometer = .62 mile | 1 meter = 3.3 feet
to Van
97c
IT
6
15
2 0
uver
SYMBOL DIRECTORY Degree of Difficulty
Lower Crown Lookout
SUGGESTED START
SCENIC SITE/LOOKOUT
PADDLE ZONE SWIMMING BUOYS
DOGS ON LEASH
DOGS OFF LEASH
KVR TUNNEL
Please note, the maps in this guide are not for navigational purposes. Distances are approximate and one way, unless the trail is noted as a loop. Climbs are approximate, and from suggested start.
Traders Cove Regional Park
TK.OutdoorTrails2018.FrontSide.May2.Final.indd 1
ST WE
HOLLY
H
ELLIOT RD
RD 18 Christie Falls HILLS DR SHANNONSCHARF 19 Spion Kop
MOUNTAIN
HOLLOW LN
G
RID #exploreKelowna S
97c
Peachland ncou
on ntict to Pe
97
8
Okanagan Lake
Okanagan Mountain Provincial Park
tourismkelowna.com
PR
1
Okanagan Lake
LA
a n co to V n ticto to Pen
RD KE LA
8
EXPERT
INTERMEDIATE
HIKING & BIKING BIKING
HIKING UNPAVED SURFACE OKANAGAN RAIL TRAIL
D R EE K R B EA R C
RD E RI
N
Lift here to view the Farm
artisans of fine brews, ciders, and spiri your own experiences with #exploreK
breweries, distilleries, cideries, and renow along the way; meet locals and talk to
Okanagan Valley,BC
RD
RI
Lift here to view winery trail map
FARM TO TABLE & GLASS
LOCAL FLAVOURS
NA EE
M
SK
RD
L
EL
SP
K
Shannon Lake Regional Park
97
20
97
to Va
Pincushion Mountain & TrepanierCreek
97c
BUTT RDr uve
anco to V
n nticto to Pe
97
This self-guided tour will take you thr landscapes to farms and agri-related sit
97c
97
Raymer Bay Regional Park WESTSIDE RD
SAVOUR KELOW FROM THE GRO
In this guide, you’ll get a taste of what lies ahead along each of our five wine trails. Be pleasantly surprised as you travel through vineyards, orchards, and farms just minutes from downtown Kelowna. Whether it's spring, summer, fall, or winter, expect to be enchanted as our knowledgeable proprietors, dedicated hosts, and award-winning winemakers pour their wines and share their stories.
2018
WESTSIDE RD
EN
GL
PB
E N OD URD YWO J HOLL
EE
RD
VD BL
2018-02-07 8:51 PM
EXPLORE THE KELOWNA WINE TRAILS YEAR ROUND 97
LL A T LY
SID
ST
WE
RD BELGO
CR
1 12 H
Okanagan Valley, BC
TK.FTT2018.COVER.Final.indd 1
tourismkelowna.com
#exploreKelowna 2018
WINE TRAILS Okanagan Valley,BC
CA
MO
OSY ST
REID RD
S DR
DR
H
ER’
TN
IT
GH
33 KM
GE
WATER ST
ABBOTT ST
D RE R
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IT
MO RA PA
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McD
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RICHTER ST
RICHTER ST
ETHEL ST
IF T GORDON DR O
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1 Kelowna Waterfront & Boardwalk
SM
SHANNON HEIGHTS PL
S W HAN O O NO DS N DR
DR
W
UN T LLA
AC
NC
PAYNTER RD
EAST BOUNDARY RD
2017
2017-11-29 3:27 AM = wineries & vineyards GA
BL
RA
RD
WOODPARK CR
CL
GLENMORE RD
SPALL RD
IN UL VO
INCLUDES: KELOWNA | LAKE COUNTRY | WEST KELOWNA | WESTBANK FIRST NATION
OUTDOOR TRAILS Big White
RD
ER RD
SM
E RD
RT
GA RN
EAST KELOWNA RD
ER
11
ELLIOT RD
RD IDE STS
WE
D ER OR
2018
there is something in Kelowna for every skill level. Mild weather, Vineyards, orchards, semi-desert terrain, rolling hills, and
SID
SH
DEHA
tourismkelowna.com 2 3 4
W
UPPER BOOTH RD S
HERBERT RD
LL A T LY
RD
GE
KE
2017-02-08 3:41 PM
I N C L U D E S : K E LO W N A I L A K E C O U N T R Y P E A C H L A N D I W E S T K E LO W N A W E S T B A N K F I R S T N AT I O N
must-play destination on every golf enthusiast’s list! stunning scenery, and exceptional courses make Kelowna a With courses that range from easy-going to ego-shattering, most picturesque in the country.
expansive lakes make the golf courses in the area some of the
k alongest, n a g a ndriest V a lgolf l e y seasons ,BC area offers one ofOthe in Canada. Averaging over 2,000 inside fronthours ad of sun every year, Kelowna and
ES T
PAYNTER RD
RD
TO
SCHARF RD
IE
5
E
GOLF COURSES 97c
ER
K.L.O. RD
SPRINGFIELD RD
RDY RD
ANDERSON RD
ELLIOT RD
ATLY
UCH
RD
OLD OKANAGAN HWY
HERBERT RD
BO
HERBERT RD
ugall McDo
RD
ELLIOT RD
DR OUNT PARAM
OLD OKANAGAN HWY
Creek
EAST BOUNDARY RD
OLD OKANAGAN HWY
PAYNTER RD
RD
o
E RD TLAK
BEAR CREEK
WES
cD RD NA SKEE
PBE
CAM
RD RIE HE UC BO
RD
THACKER DR COLLENS HILL RD
OURTOLAND
DR
KELLY
RD
LE Y
ELLIS ST
CLIFTON RD
R
D
AR
ELL
RD RE MO
COOPER
RD RD
RD
NR D
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Raymer Bay Regional Park
MO
COM
HIKE. BIKE. PADDLE.
Christie Falls
SHANNON HILLS DR Outdoor Trails Location Overview T DR
UN
MO RA PA
WESTSIDE RD
PAYNTER RD M
ll C reek DR
LAR
STEL
DR
KEL LY
RD
97 ELLIOT RD
RA
U
BO
CASORSO RD
LATL Y RD
GORDON DR
G EL
LAKESHORE RD
CHU LAKE TE RD
PAYNTER RD
OLD OKANAGAN HWY
HERBERT RD
ELLIOT RD
Mc
LA
Okanagan Lake
13
GELL
UN MO
E RD
PA
AK TL WES E RD
TSID
WES
WATER ST
ELLIS ST
RICHTER ST
RD
ETHEL ST
ug a
EAST BOUNDARY RD
LL
OLD OKANAGAN HWY
ABBOTT ST
E
H
C
HERBERT RD
RICHTER ST
PANDOSY ST
ELLIOT RD
RD
RIE
GORDON DR
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tourismkelowna.com 97
INCLUDES: KELOWNA I LAKE COUNTRY W E S T K E L O W N A I W E S T B A N K F I R S T N AT I O N
#exploreKelowna
OFFICIAL 2018 VISITORS’ GUIDE
I N C L U D E S : K E LO W N A I L A K E C O U N T R Y W E S T K E LO W N A I W E S T B A N K F I R S T N AT I O N
I N C L U D E S : K E LO W N A I L A K E C O U N T R Y W E S T K E LO W N A I W E S T B A N K F I R S T N AT I O N
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I N C L U D E S : K E LO W N A I L A K E C O U N T R Y W E S T K E LO W N A I W E S T B A N K F I R S T N AT I O N
book@golfkelowna.com golfkelowna.com 1.800.930.4622 WINTER 2019
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NEW VISITOR CENTRE Opening Mid-2018
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Tourism Kelowna is proud to be recognized as a Biosphere Committed Entity within the Thompson Okanagan Tourism Association’s (TOTA) Biosphere Adhesion Program. As a lead partner with TOTA, we will be working with local tourism businesses in the Central Okanagan to ensure they receive certification and realize the benefit of this important global certification program. We are committed to ensuring Kelowna is recognized as a responsible destination by visitors and residents. Additional programs available to non-NAP holders include display advertising in the Official Visitors’ Guide and brochure racking options at the Kelowna Visitor Centre and at the Kelowna International Airport (YLW).
Our entry-level Necessities Advertising Package (NAP) links tourism businesses with travellers through our website, Official Visitors’ Guide, and Kelowna Visitor Centre. All NAP holders located within the Central Okanagan become voting stakeholders of the Tourism Kelowna Society and can run for our Board of Directors. Active NAP holders can take part in our other programs including: Partner Programs
As the lead Destination Marketing Organization for the Central Okanagan, Tourism Kelowna builds awareness of our destination and provides inspiration to visit through advertising, travel-oriented editorial, promotions, and direct sales. We offer a variety of programs and services to expose businesses to the millions of leisure, business, and group travellers Tourism Kelowna reaches each year.
PROGRAMS & SERVICES MOYER RD
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2017-2018 ORGANIZATIONAL PERFORMANCE
STAKEHOLDER PROGRAMS 12
GOLF PROGRAM PARTNERS
29
WINE TRAILS PARTNERS
Providing value to our stakeholders through the programs we offer is vital to our success. Active participants in our entry-level program, the Necessities Advertising Package (NAP), grew by 12% in 2017-2018. Having fully-subscribed programs demonstrates our stakeholders’ confidence in the work we do to support their businesses and speaks to the value our programs provide.
• Active NAP Holders: 405
• Golf Program Partners: 12
• Wine Trails Partners: 29
• Local Flavours Partners: 41
• Meetings & Conferences Partners: 25
• Airport Racking Participants: 149
• Visitor Centre Digital Advertising Partners: 11
"I wanted to thank you and your team for doing such a great job of providing resources and messaging that can help us with responding to our guests about fire smoke. The most recent update you sent out with the #RealTimeKelowna and the link to the webcam was fantastic.” KRIS JOHNSON, SALES AND MARKETING MANAGER EXPERIENCE WINE TOURS OKANAGAN
405
ACTIVE NAP HOLDERS
14 | 2017–2018 Report to the Community
41
LOCAL FLAVOURS PARTNERS
Wildfire Response In August, when faced with smoke from wildfires and air quality advisories, our team responded immediately and activated our communication response plan where we: •
Worked directly with local, provincial, and national news media to provide updates and balanced coverage on weather conditions and their effect on tourism.
• Kept in close contact with local tourism businesses, providing updates and key messages to help them respond to traveller questions. • Provided reliable information to travellers to help them make informed travel decisions. • Installed a live streaming webcam at our Kelowna Visitor Centre so travellers could monitor current conditions. • Initiated the #RealTimeKelowna social media campaign to share accurate content. Since then, we've introduced or enhanced four key efforts to rebound quickly and strongly:
MARKETING & COMMUNICATIONS The past year saw strong growth in our marketing and communications efforts, while also presenting some challenges due to weather-related events. Our marketing efforts put Kelowna and the Central Okanagan, and its brand, directly in front of more consumers for their consideration.
59%
3%
Hosted 46 travel media +4%: 61,428 followers
Over 1.85 million page views
113% Generated $287,000 in value-added media
+29%: 29,063 followers
25%
Generated nearly 100,000 million advertising impressions
7%
+6%: 15,430 followers
Over 786,000 unique website sessions
1. Strengthened our fall consumer marketing campaign.
2. Launched a short-term recovery campaign through Expedia to increase Kelowna accommodations' occupancy. 3. Partnered with Destination British Columbia, the Thompson Okanagan Tourism Association, and other Okanagan communities on a reputation management campaign. 4. Strengthened our long-term, four-season destination marketing strategy.
2017–2018 Report to the Community | 15
BUSINESS DEVELOPMENT Meetings and Conferences
Sports and Events
To support our four-season visitation strategy this year, our team focused on third-party meeting planners and concentrated efforts in the Seattle market, which is a new area of growth. The Alberta market remains strong; however, declines in total leads and room nights were due in part to a downturn in the Toronto market.
Major events and sports continue to grow as a primary driver of new, shoulder-season visitation. This year, we worked with the City of Kelowna and community partners to secure new events and new economic impact.
• Piloted a new project with a local technology company to generate additional group travel.
• Events secured: o The Winn Rentals World Mixed Curling Championship 2018; economic impact study conducted in October 2018.
• Key partner in the collective, communities-led bid securing the 2019 International Indigenous Tourism Conference for Kelowna.
o 2019 Skate Canada International; forecasting 1,700+ room nights, $3 million in economic impact.
• Total meetings & conferences leads: 120 (-9%)
• Lead room nights: 26,878 (-12%)
• Tradeshows/events attended: 10 (+11%)
• Number of sales appointments: 200 (+156%)
“The team members at Tourism Kelowna are true professionals. They are resourceful, supportive partners who are extremely knowledgeable about the wonderful city they represent and make us and our clients excited to be able to bring meetings and events to Kelowna!” JODI MCCULLOCH, DIRECTOR, GLOBAL ACCOUNTS STRATEGIC SITE SELECTION
16 | 2017–2018 Report to the Community
o 2020 Memorial Cup Presented by KIA; forecasting 4,500 room nights, $12-$15 million in economic impact. • Events supported: o BreakOut West 2018
• Total sports & events leads: 28 (+8%)
• Lead room nights: 15,175 (+45%)
VISITOR EXPERIENCE 2018 was an exciting year as we opened the new Kelowna Visitor Centre on time and under budget. This community asset, located on the downtown waterfront, was designed to welcome both visitors and locals and to connect them to the Kelowna and Central Okanagan brand, economically benefitting our community. Moving to an area with high pedestrian traffic has allowed our team to connect with more people, putting us on target to welcome 100,000 people to the new Kelowna Visitor Centre in its first year of operation.
• Welcomed 51,915 travellers and locals to the Kelowna Visitor Centre between September 2017 and August 2018.
o The new visitor centre location generated 85% of this traffic (44,081) in July and August of 2018. • Produced the Central Okanagan Tourism Industry Showcase that attracted 335 attendees, 144 workshop participants, and 32 exhibitors.
• Launched new retail programs to support the Visitor Centre’s cost neutral operations goal:
o ‘Love for Kelowna’ and ‘Kelowna Vibes’ retail line. o Featured artist program, supporting local and Indigenous artists. o Growler program, working in conjunction with local breweries and cideries.
• Increased merchandise sales by 54% as compared to 2016-17.
Kelowna Visitor Centre
57%
Mobile Visitor Services
Our visitor experience team assists travellers in-person, online, and by phone. From September 2017 to August 2018, our team provided direct assistance to 51,356 people at our Kelowna Visitor Centre, our YLW Airport Kiosk, and through our mobile visitor services.
YLW Kiosk
39%
4% % of Visitors Assisted by Location 2017–2018 Report to the Community | 17
Tourism Kelowna Operating Budget
ADMINISTRATION & FINANCE The administration and finance team manages the good stewardship of our public funding and self-earned revenues. Their work this year, as outlined below, supports Tourism Kelowna's long-term vision and annual operations plan.
• Opened the new Kelowna Visitor Centre on time and under budget.
o $2.4 million construction project paid by a 25-year mortgage ($1.9 million) and a one-time provincial grant ($500,000). • Achieved Destination Marketing Accreditation (DMAP) recertification through Destinations International.
Municipal & Provincial 10%
Partner Advertising
Administration 9%
Wages & Benefits
19%
22% Meetings, Conferences, Events
Leisure Marketing
49%
13%
Hotel Tax & Destination Marketing Fees
70%
Total Expenses $4,378,000
Total Revenue $4,378,000
o This required Tourism Kelowna to demonstrate adherence to stringent industry standards within areas such as operations, marketing, finance, and stakeholder relations. o This proven commitment to quality and performance provides Tourism Kelowna with DMAP certification until 2021. • Yearly financial audit conducted in October 2018 resulted in a clean audit of all financial statements, risk management, and balance and controls.
Visitor Experience 7%
Retail/ Other 1%
Visitor Centre Budget Component Provincial Grant
6%
Retail Cost of Goods Sold
18%
Municipal Grant
32% Wages & Benefits
Tourism Kelowna thanks the following funding organizations and partners: • Government of British Columbia
• Destination Canada
• City of Kelowna
• Destination British Columbia
• City of West Kelowna • District of Lake Country
• Thompson Okanagan Tourism Association
• Westbank First Nation
• Kelowna International Airport
Retail Sales Advertising Sales
30%
20% Mortgage Payment
20%
Revenue $541,500 18 | 2017/2018 Report to the Community
32%
42%
Operational Expenses
Expenses $541,500
THE YEAR AHEAD This year, more than ever, demonstrated the urgent need to diversify our tourism offerings and promote Kelowna and area as a four-season outdoor destination of choice in North America, attracting new winter visitation, and developing the shoulder seasons to strengthen our future tourism economy. Emerging interests like responsible tourism, Indigenous experiences, inclusivity, and economic development ecosystems are now a part of the tourism perspective that will help take our industry to the next level. Like many other destination marketing organizations, Tourism Kelowna is under pressure to continually examine our role in destination development. Do we simply promote existing products and features of our destination? Or do we participate in their development? And what about protecting the Kelowna brand? Should a destination marketing organization become involved in local community issues that impact the visitor experience? If so, how can we influence change? Our goal is to deliver an established tourism vision and to develop a unified Okanagan visitor experience. We know the tremendous value of creating a differentiator – and we will continue to lead the way in promoting the growth of Kelowna
as a certified sustainable tourism destination. To further elevate the visitor experience, we have joined with SuperHost to develop a Kelowna brand ambassador-style training program that can be delivered not only for Tourism Kelowna staff and volunteers but for any front-line tourism and hospitality staff. Other initiatives in 2019 will enhance the promotion of our destination including a refresh of the Official Visitors’ Guide, a redesign of our website to a mobile-first design, and the launch of new stakeholder programs. Our new winter strategy will gain momentum every year as stakeholders announce more and more tourism products to entice visitors to our mild winter vacation climate. New activations in our Kelowna Visitor Centre will encourage stakeholders to showcase their businesses, while our retail program will continue to profile local products and artisans. A new meetings and conferences marketing campaign is under development and we will soon announce the next exciting round of major event bids for the coming years. As a research-based marketing organization, we want Tourism Kelowna to become your trusted source for market information. A series of “Plug In”
forums will be held in 2019 for stakeholders to learn valuable information about visitor profiles and market trends. The results of our most recent Visitor Intercept Survey and Economic Impact Report will be released early in 2019 and we will use these data insights to share an understanding of visitor traffic and spending in our visitor centre and destination. Marketing plans are in place for 2019 and we are well positioned to respond to any changing market conditions. Last year’s weather challenges only served to unite the tourism community and strengthen our commitment to protect and promote the Kelowna brand nationally and internationally. We will work collectively to increase tourism’s economic impact in Kelowna and its surrounding communities. We welcome your input on the year ahead and invite you to join us as we embrace bold ideas and creative solutions to elevate our destination.
"Growth is never by mere chance; it is the result of forces working together.” James Cash (J.C.) Penney Jr.
"Standing here we can see how this new visitor centre will highlight the beauty of Kelowna, welcome visitors, and connect residents with information on the many experiences, events, and attractions to our city and the region that we have to offer. This site has a history as a point of welcome. Many of you know it was once the ferry landing where visitors would arrive to our community, so it has now come full circle … Tourism Kelowna staff will continue to offer their first-class, concierge-like services—the high-level service they are known for—which will make our visitors and residents feel welcome and informed." MAYOR COLIN BASRAN, KELOWNA VISITOR CENTRE OPENING, JUNE 28, 2018
202 – 1635 Abbott Street, Kelowna, BC V1Y 1A9 250-861-1515 | tourismkelowna.com