Vernon Tourism Industry Input Session
SUCCESS
Question: What things are you doing that are meeting with success?
RECORDED RESPONSES ON FLIPCHARTS:
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Riot on the Roof (Art Gallery) – unique. This has expanded the reach of the gallery.
Becoming engaging
Comments: it has taken a disadvantage namely being located in a parkade and turned it into an
advantage by having an art and performance event on different levels of the parkade.
Okanagan Science Centre – Haunted House – increasing numbers and revenue + tourist
draw/OSC profile
Wine-Awareness in North Okanagan is increasing – 20% increase yr/yr
Marketing to smaller communities within a 2 hour drive
Social Media – Facebook contests
Rewards Program
Consistent Branding
All round updating (web)
One on One communication
A one of a kind music festival, supporting local talent and multi award winning artists from
around the world; one that also provides a platform for musical children. Brings an economic
boost to Vernon, promotes family, honors the earth and uses businesses and contractors in
Vernon, including local artisans and food vendors. Partnering with Silver Star creates a
destination for tourists. Rarearth Music Fest.
November 24, 2011 – City Council Chambers
Response Document
Vernon Tourism Industry Input Session
TRENDS
Question: What trends are affecting your business or sector?
RESPONSES FROM FLIPCHARTS:
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Social Media – more focused
100 Mile Diet
Increasing use of web to select destinations and attractions within a destination
Trend – local toruism becoming more prominent
“upselling” from hotel front staff- “financial” incentives
We are not capturing the multi-day cultural tourists
Full community buy-ins to community events all backed by the City including DVA following
other small cities.
Optimize websites for mobile
Tie in to apps (events, weather)
More comparison shopping/booking less in advance than in the past
Utilize QR readers/codes
Tech, trends
Funding for non-profits
Seasonal events/promotions fruit (pies, desserts) contests
Bicycles/cyclists
More accommodating to RVers
November 24, 2011 – City Council Chambers
Response Document
Vernon Tourism Industry Input Session
COMMUNICATION
Question: How can we communicate better with each other?
RESPONSES FROM FLIPCHARTS:
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Bring what’s happening in the community in a big way
Attention on either end of the city at tourism booths – big signage
“See What’s the Buzz: in Vernon Here!”
Colourful, welcoming, busy, exciting
Use some of the funds in the budget for racking in other centres. Kamloops, Merritt, Osoyoos,
etc. Sharing of information
Communicating the marketing opportunities more together. ie: visitors guide, different guides,
TOTA opportunities – how long is the shelf life? Any way to streamline opportunities to make it
easier for the company to plan and forecast where to advertise?
Email works best – once week reminder to check website: Important: WITH THE LINK
What’s Happening on web – send reminder email with link
Linking each business with each other
Similar type businesses to come together to have a common marketing strategy
Communicating between communities to tie/share events
Getting similar industries together to talk in person about trends, business, etc.
Communication from tourism committee to Vernon residents how important tourism is to our
community and how it impacts it.
November 24, 2011 – City Council Chambers
Response Document
Vernon Tourism Industry Input Session
TRAINING NEEDS
Question: What training needs do you have? Are you able to meet those needs?
RESPONSES FROM FLIPCHARTS:
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Marketing and advertising
SuperHost in Spring – seasonal staff – mid May – Mid June
Social Media
Marketing specific workshop for tourism attractions for the little guy
Exchange comp passes for staff for attractions – encourage accommodators
Email advertising training
Effective website marketing
Evaluating your marketing results
Social media – website integration
Capitalize on word of mouth
Customer Service
Work ethic
Frontline staff – sales and upselling (room nights, activities, attractions, restaurant)
How to create sellable packages
November 24, 2011 – City Council Chambers
Response Document
Vernon Tourism Industry Input Session
MARKETING INITIATIVES
Question: What kinds of marketing would you be interested in? In what markets?
RESPONSES FROM FLIPCHARTS:
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Sanctioned Vernon Tourism businesses shouldn’t have to pay racking fees at Vernon Info
Centres/free racking for above
BC Tourism Info Centres (Merritt, Golden, etc) racking fees?
Vernon (G) Arts and Culture collaboration map? At info centre/online
List – one page list of attractions events listed as themes/interests (ie: Bearfoot Canada.com has
online itinerary – based activities
On line map with attractions (like new one at S. VC)
Narrow focus of marketing to distinct theme with images
Hire blogger full time (?) to write about Vernon or gather/import blogs to one Vernon Tourism
site
“Destination Experience” “Star of the Okanagan” (graphic was drawn like a star with Vernon in
the centre and lines going out in all directions)
“Embrace your sense of place” could focus on the historical, cultural and natural values of the
N. Okanagan
“What’s Happening” reinstate for print version
2012 Initiatives
150 years of gold (gold discovery at Cherryville)
BC Forest Service 100 years
50 years Monashee Provincial Park
November 24, 2011 – City Council Chambers
Response Document
Vernon Tourism Industry Input Session
VISITOR CENTRE
Question: How can you use the Visitor Centre to help?
RESPONSES FROM FLIPCHARTS:
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Education on attractions, accommodation, etc
Offer marketing opps in restrooms
Provide WiFi
Public art/science to represent community in addition to/in place of signage
Call ins from stakeholders
What’s Happening
Hop on Hop off service linked to attraction & accommodation (partnership?0
Make the Visitor Centre an attraction in its own right – combine the Visitor Centre, museum art
gallery and market (proposed) into a single attraction
Kids play area
Updated inserts on current community events – updated info on website – more user friendly.
Bring attention to centre with bold, attractive, colourful signage
Exchange comp passes for seasonal staff so that they are knowledgeable about visitor options
Photo contest : Facebook
November 24, 2011 – City Council Chambers
Response Document