Spreading the responsibility for tourism among several organizations makes "seamlessness" difficult, according to Tourism Squamish's president.
After only less than a year in existence, Tourism Squamish's leaders find themselves approaching council as an independent entity for the first time. During an economic development strategy meeting on Tuesday (Feb. 15), they made their mandate known.
"Our responsibility is to grow awareness of Squamish as a visitor destination," said Tourism Squamish President Toran Savjord.
"But once they get here, although we are a partner, the responsibility is passed onto the Visitor Information Centre, the Adventure Centre and District of Squamish events staff as we don't have the capacity to do both."
Savjord explained that there are two types of tourism organizations - a destination marketing organization whose goal is to create awareness, and a destination managing organization responsible for caring for the visitors when they arrive.
"The management portion would include mapping and trails, and identifying what potential voids there are in product," Savjord said. "For example, is there a need for a jet skiing company?
"The issue is that then it starts to fall under the realm of economic development for tourism and that's beyond our current capacity and mandate."
Currently, the Chamber of Commerce runs the Visitor Information Centre (located inside the Adventure Centre), so it is responsible for greeting visitors and making sure they have the tools to enjoy everything Squamish has to offer.
On the other hand, the Squamish Sustainability Corporation, an arms-length entity of the District of Squamish and run by its staff, is responsible for the displays, organizing meetings and running the café.
Savjord said that with more than one entity responsible for tourism in Squamish, it's important to make that experience as seamless as possible. For example, Tourism Squamish shouldn't market something that isn't available when a tourist arrives at the Visitor Information Centre.
"We're out there promoting but the seamlessness needed for when they arrive to the Chamber and VIC is important for us, so any collaborative ideas around that, we would value," said Savjord at the meeting where members of Tourism Squamish, the Chamber of Commerce and the District of Squamish listened attentively.
Savjord said each organization involved in tourism needs to know its role to make that seamless experience happen.
"There are lots of pushes and pulls in any community and it's very important that every organization know their mandate and that mandate does not waver every three years with a changing council," he said.
"I would reiterate that people knowing their role is really important and I also think Tourism Squamish should be up there as a partner. We're here to be a partner."
Mayor Greg Gardner suggested "leaders" might be a more accurate definition.
Tourism Squamish board member Murray Seward said "leaders" was an ideal aspiration, but this year the board has purposely narrowed the organization's focus because of funding limitations.
"Our big thing is focus and not trying to do too much or everything," said Seward.
"We have a volunteer board with one full time staff person and lofty goals to achieve."
He said Tourism Squamish's emphasis is on getting people to stay overnight - not just because the hotel tax is the organization's principal funding source, but also because it's proven that when people stay overnight, the amount they spend in Squamish increases exponentially.
"Financial stability is a big thing for us as we are trying very aggressively to be feasible over a long-term basis," he said. "We are setting benchmarks and methods of measurements, rather than putting out pretty brochures saying what we're doing without anything to back it up.
"In my business [Canadian Outback Adventures], my scorecard is profitability and we need scorecards for Tourism Squamish."
Seward said 2010 has been a big year - Tourism Squamish became independent and achieved the target set for hotel tax revenue.
This year's ambitions include bucking the hotel trend and achieving a similar target, attracting corporate and association meetings and conferences, attracting sport-specific leisure travellers, partnering more closely with event organizers and creating more high-definition videos promoting Squamish's assets.
However, Savjord made it clear that to achieve those goals, the products need to be available when the tourists arrive.
"For example, we were thinking of creating a promotion for everyone who signs up for the GranFondo," he said. "People who register would receive a Squamish promo code to use at hotels and restaurants throughout the year, enticing them to stop here instead of elsewhere."
Coun. Paul Lalli asked whether Tourism Squamish officials attended trade shows. Seward said that until Squamish had more structured products to promote, it wasn't feasible.
"Squamish isn't phenomenal for those sightseeing bus tours," he said. "Those people aren't going to be hiking the Chief.
"Once we have more product here - such as a bus trip to the Big House in Squamish Valley or an easy walking tour - then it's not going to happen. It's not our job to build and run those products."
Tourism Squamish presented after economic development chair Cameron Brewer, who gave a presentation on a detailed strategic plan to stimulate economic development.
His plan had three phases - looking inward (assessing what the community already has), connecting inward to outward (retention and expansion program) and looking outward (identifying and attracting target areas).
He said one complexity council needs to be aware of is making sure that bringing a certain type of business into the community doesn't change the culture of the community, because that culture is what attracted the rest of the residing businesses in the first place.
Brewer also told council it normally costs between $120,000 and $150,000 to run an economic development program, or a minimum of $7 to $9 per capita. This does not include tourism development.
"The overarching objective of economic development is providing well-paying jobs here in Squamish," Brewer said. "Jobs that drive population are the primary goal so people don't have to commute and can live, work and play in Squamish."
