Tourism Langley Sept. 2008 Update

TOWNSHIP OF LANGLEYMayor & Council PresentationSeptember 29, 2008

TOURISM LANGLEY FUNDING SOURCESApril 1, 2008 thru to March 31, 2009

Public:

Township of Langley “Fee for Service” $51,000City of Langley “Fee for Service” $15,000Township of Langley A.H.R.T. $160,000 (forecast)City of Langley A.H.R.T. $70,000 (forecast)Tourism BC Visitor Services $20,000Tourism BC Community Foundations $15,000Township of Langley UBCM (Phase I) $132,981City of Langley UBCM (Phase I) $26,473H.R.D.C. Grant $14,926

TOTAL: $505,380

OTHER COMMUNITY TOURISM FUNDING MODELS

Abbotsford Chilliwack

A.H.R.T. 570 $215,000 A.H.R.T. $130,000Retail 40,000 Fee for Service 150,000(20 & 130)Partners 74,000 UBCM Funds 135,000Fee for Service 85,000 (15 & 70) Franchise 85,000Grants (RCFT) 54,000 Co-op Advertising 45,000Tradex $105,000

$573,000 $545,000Harrison Hot Springs Surrey

A.H.R.T. 500 $350,000 A.H.R.T. 720 $400,000Fee for Service 31,000Community Funding 5,000UBCM Funds (Harrison) 25,000Matching UBCM Funds (Agassiz)

$436,000

FIXED COSTS Payroll & SalariesOperating Expenses

$195,000

MARKETING BUDGET $310,380• Website• Advertising• Publications• Memberships• Business Development• Tradeshows• Special Events• Sponsorships• Meeting Costs• Travel, Mileage

Visual Brand Identity & Positioning Statement

• A strong, corporate identity, that would stand apart from existing community identity, and other competitive community brands.

•A distinctive identity that represents the diversity, and endless choices.

•A brand that is fresh with excitement

•A brand that can remain timeless, is not “trendy”, and is flexible in order that we can expand our reach in our marketing initiatives.

•A logo/brand that remains powerful in a variety of applications – including advertising, collateral materials, banners, displays.

•It also set the stage for the development and delivery of our website.

•INVENTORY OF PRODUCT & SERVICES - Market ready product • COMPETITION - Surrey, Abbotsford, Chilliwack, Mission, Maple Ridge

• UNIQUE QUALITIES

• RESEARCH - Understand more about our target markets - Their interests, and how they purchase their “experiences”.

• REVIEW THE LANGLEY TOURISM PLAN - September, 2006 - fuel costs, declining markets, emerging markets, $$$ - Golden Ears Bridge, Albion Ferry - North of Fraser, Sport, Meetings & Conferences

www.tourism-langley.ca

• Online marketing strategy supports the delivery of the destination brand

•Resourceful planning tool for potential visitors and local residents

•Over 82% of travelling public research destination management websites

•Site offers wealth of information, while incorporating strong product image

ADDITIONAL MARKETING TOOLS

• Langley Visitor’s Guide

• Tear-Away Map

• Quarterly e-Newsletter

• Fresh Sheet

• Image Bank

• Work with Design One in development of ad templates.

• Display booth/banners

INDUSTRY RELATIONS

1.TOURISM BC- SuperHost, Rendezvous, FAM’s- 2010 Website (Community Presence)- Participation in Partnered Programs (C.T.O.)

2.VANCOUVER, COAST & MOUNTAINS- FAM’s & pre/post - Tour Operator’s & Travel Writer’s

3.SECTOR DEVELOPMENT- Accommodation, Attractions, Heritage, Arts & Culture- Circle Farm Tours- Spirit of BC Committee- Sport Langley (Bid Support, Delegate Packaging)- Media Relations

4. VISITOR SERVICES

- Investment includes office furniture/equipment and upgrades to the Visitor Centre

- Monthly reporting

- HRDC Grant for Seasonal staff

- Enhanced staff training

- Maintained short-term presence in Fort Langley. 9500 visitors to date.

- 2008 QSR results in 93%

- Reviewing permanent options for T.L & visitor services.

2008 Fee for Service Agreement Summary

• provide the Corporation with monthly visitor statistic reports

•Established the TBC endorsed Langley Visitor centre

•Hired & trained suitable personnel

• Distribute printed information on tourism and the community

•Respond to general day-to-day inquiries regarding tourism opportunities

•Respond to additional inquiries generated by marketing & promotion

•Establish and manage a web and print based “Langley Events Calendar”

•Create and maintain an electronic photographic image bank

•Represent the Corporations tourism stakeholders at appropriate consumer & travel trade shows

•Create, print and distribute the 2008 Langley Visitor’s Guide

•Take over the day-to-day administration and promotion of Circle Farm Tours

ADDITIONAL MARKETING OPPORTUNITIESTourism BC – Community Tourism Opportunities Program

• Langley Activities Guide- a guide that meets the needs of the visitor once they have arrived in Langley, providing detailed information on activities, attractions and more

• Langley Parks and Trail Guide- To support marketing efforts and encourage outdoor activities and experiences, a comprehensive trail guide incorporating detailed information on recommended hikes, trails and parks.

• Langley Guide to Culinary Tourism- This publication would be dedicated to the unique high end product opportunities Langley has to offer, targeting day trips and overnight package development.

• Historical Guide- Langley is rich wit history, and the heightened awareness of Fort Langley has increased the interest in other historical aspects of the community. This publication would build on the momentum currently being experienced.

2008 – 2009 PRIORITIES

• Secure permanent home for Visitor Centre and implement enhanced visitor services. (Expression of Interest to L.E.C.)

• Deliver TBC programs to community: (SuperHost, Packaging Workshop)

• Continue stakeholder relations with Accommodation sector including support for Accommodation survey.

• Develop 2009 Marketing Plan and Marketing Opportunities Program.

• Develop and implement marketing programs with neighbouring Fraser Valley communities including opportunity to market for 2010 and beyond

• Work with Tourism BC “Community Tourism Opportunities Program” to secure additional partnered funds and leverage dollars that may be applied to specific new projects

• Develop and implement cooperative marketing initiatives

•Ensure delivery of Langley Tourism Plan within budget and on time performance.