annual report...

Yukon Convention Bureau

Annual Report 2014-2015

May 2015

Yukon Convention Bureau – Annual Report 2014/2015

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Annual Report 2014-2015 Fiscal Year

Table of Contents

President’s Report……………………………………………………………………...3-5 Membership……………………………………………………………………………..6-7 List of Trade Shows/Events…………….………………….. ………………...……...8 FAM Tours………………….. ………………...……................................................9 Economic Impact & YCB & Industry Overview …………………………………….10 Bid Status………………………………………………………………………………..11 Major Supporters ………………………………………………………………………12 Sports Tourism…………………………………………………………………………13 Conclusion………………………………………………………………………………14-15


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The Yukon Convention Bureau President’s Report

Annual Report – May 2015 The Yukon Convention Bureau (YCB) and the MICE (Meetings, Incentives, Conferences & Events) industry in Yukon, generated estimated economic impact of $4.4 million for 2014/2015. This follows the 2013/14 record high of $5.1 million economic impact to the territory. As anticipated, for every high there is a low, and YCB expects the 2015/16 fiscal will see Yukon MICE economic impact holding steady. This is based on current forecasts, which are in line with a five-year industry cycle. YCB maintains a strong presence in our target markets, of Ottawa, Toronto and Vancouver. These results and expectations further motivate YCB and our industry partners to self examine our priorities and our sales & markets strategies. Canadian meeting planners and delegates are prioritizing keeping budgets and expenses low. YCB has addressed this as our number one goal - dispel the myth of being a costly destination, and illustrate the monetary advantages of hosting a national event in Yukon. Past research has shown that the MICE sector accounts for an average of one in five room nights booked at Whitehorse hotels. This is reflective of the high impact of the MICE sector on Yukon’s tourism sector. YCB’s Communications and Marketing Plan worked well this year. An increased level of communication focused on local awareness further strengthens YCB’s role and presence in the tourism sector. YCB’s outside advertising has expanded to include MICE web based advertising and social media. Communication is a strong priority; to both sell the Yukon as a destination and to further impress the importance of our industry both in the territory and on a national level.


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There is a very timely new report, the Canadian Economic Impact Study (CEIS 3.0), recently published, which reinforces several significant and eye-opening findings about Canada’s MICE industry. The CEIS 3.0 study was conducted by Maritz Canada, the Conference Board of Canada, and others, on behalf of the MPI Foundation, and has now moved to the BEICC (Business Events Industry Coalition of Canada) for implementation and further development. Here are some of the findings:

· The business events industry delivered no less than $27 Billion to

Canada’s GDP in 2012, the base year for the data. · That’s 1.5% of Canada’s total GDP. What is more, business events also

contributed $8.5 Billion in taxes and service fees to all levels of Government.

· The relative size of the business events industry in Canada is significant.

It’s as big as agriculture, forestry, and, as the arts & entertainment industry. Additionally, the number of jobs is nearly double that of telecommunications, or utilities.

Our industry has great opportunity and potential for growth within the Yukon, and to achieve such, we must steadily communicate our importance and value here at home. YCB would like to thank all our partners in marketing the Yukon, in participating in the Bureau’s sales activities, and in generously providing their time on our board, committees and at meetings throughout the year. YCB continues to receive very generous financial and in-kind support from its members for marketing initiatives. YCB’s largest supporter is Air North - Yukon’s Airline and without their support YCB would not be able to achieve the level of in market presence. This support is a clear indication of the strength of the MICE market within Yukon. YCB thanks each and every supporter.


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The Yukon Convention Bureau is continuing to position the Yukon as a viable destination for meetings, incentive travel, conferences & business events. YCB will ensure that its dollars are spent effectively, generating a significant return on investment for the organization as well as its contributors, partners & members. Compared to our Canadian destination marketing counterparts, Yukon is a large player, on a small budget. One of our biggest opportunities is to partner together, to maximize our impact and ensure Yukon continues to be recognized as an attractive, accessible and affordable destination for all tourism sectors. Heather McIntyre Yukon Convention Bureau President May 2015


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Membership 2014-2015 Air North - Yukon's Airline Alaska Campground Owners Association Alpine Bakery Antoinette’s Restaurant Arts Underground Association Franco-Yukonnaise Association of Yukon Communities Atlin Mountain Inn & Kirkwood Cottages Bean North Coffee Roasting Company Ltd. Bed & Breakfast Association of the Yukon Beez Kneez Bakpakers Hostel Best Western/High Country/ Yukon Convention Centre Brewery Bay Chalet Burnt Toast Cafe Cabin Fever Adventures Cafe Balzam Canada Games Centre Canadream Campers Caribou Crossing City of Whitehorse CKRW - The Rush Dalton Trail Lodge Dave's Trophy Express Dawson City Arts Society Days Inn Whaitehorse DRIVING FORCE Rentals/Leasing/Sales Edgewater Hotel Emilie Joslin Consulting Inc. Express Northwest Fairbanks Convention & Visitors Bureau Fritz Mueller Photography Hunter Gatherer Integraphics Jarvis Street Saloon Klondike Rib and Salmon Barbecue Klondike Travel - Associates for Flight Centre Klondike Visitors Association Kwanlin Dun Cultural Centre Leaf Solutions Mac's Fireweed Marsh Lake Tents and Events Men's World Midnight Sun Gallery & Gifts Mountain View Golf Course


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Mt. Sima Nature Tours Of Yukon North End Gallery Northern Lights Resort & Spa NorthwesTel Old Log Church Outcrop Yukon Ltd. Outside the Cube Paradigm Digital Signage Paradise Alley Patti Balsillie Management Consulting PR Services Rivendell Farm Ruby Range Adventure Ltd. Say Something Communications Skky Hotel Sky High Valley Ranches Ltd Sport Yukon Standard Bus Contracting Ltd. Taku Sports Group Tatshenshini Expediting Ltd. Teslin Tlingit Heritage Centre The Chocolate Claim The Wheelhouse Restaurant TIA Yukon Timewise Event Management Inc. Tintina Air Unitech - Lighting & Sound Up North Adventures Village of Haines Junction Village of Mayo Waterfront Station Business Centre Westmark Hotels (Whitehorse/Dawson) What's Up Yukon White Pass and Yukon Route Whitehorse Chamber of Commerce Wilderness Tourism Association of Yukon YTG - Tourism & Culture Yukon Artists at Work Yukon Arts Centre Yukon Beringia Interpretive Centre Yukon Brewing Company Yukon Chamber of Commerce Yukon College Yukon Culture Cruiser Yukon First Nation Tourism Association Yukon Inn Yukon Quest International Sled Dog Race Yukon Sourdough Rendezvous Society Yukon Transportation Museum Yukon Wildlife Preserve

10 Exchange Memberships with other industry organizations Total of 98 members


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Trade Shows/ Events Attended by Yukon Convention Bureau April 2014 – March 2015

MARKETPLACE DATE CITY TYPE*

IBE – Ignite Business Expo April 8-11 Toronto, ON Association Corp/Gov

Silver Shows Sept 5 Vancouver, BC

Association Corp/Gov

CTC/BEC - Sales Event Aug 13 Seattle, WA Association/ Corp

Silver Show Oct 17 Ottawa, ON Association Corp/Gov

Tete-a-Tete – REVEAL – Industry Event Jan 28 & 29 Ottawa, ON Association

Corp/Gov


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FAM Tours Conducted through the Yukon Convention Bureau

April 2014 – March 2015

TOUR DATE CITY # OF GUESTS

Corporate/ Association/ FAM Sep 12-17 Dawson City &

Whitehorse, YT 5

Red Carpet Tour November 26 Whitehorse, YT 10

Corp March 1-4, 2015 Whitehorse, YT 2

Gov March 1—12, 2015 Whitehorse, YT 2


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Annual Report 2014-2015

Economic Impact – YCB & Industry Overview

YCB Bid

Conference Name Date # Economic

Impact NATA April 28-30 180 198,504 YCB Assisted Yukon College NABE Symposium April 28- May 2 300 533,970 NA Caribou Workshop May 12-14 285 314,298 Dawson Gold Show May 16 -17 250 219, 275 x Eastern Star May 24-28 596 1,017,940 PSAC Convention June 4-8 200 310,840 x Air Cadets Conference June 11-15 90 139,878 BC Lions June 26-29 40 53,140 x 2014 CMPA - Canadian Medical Protective

Association Sept 7-9 125 137,850 x CPAR 11th Arctic Regions

Conference

Sept 9-11 150 165,420 x AMAP /PAME Sept 14-19 100 177,990 x Arctic Council Sept 16-18 100 110,280 Opportunities North Oct 6-9 300 398,550 New Horizon Conference Oct 28 - 29 150 131,656 YAA Annual Conference Nov 1 & 2 65 37,341 Geoscience Forum Nov 15-19, 2014 285 199, 275 CAFF (Conservation of Arctic Flora and Fauna) Feb 10-12 40 44,112 Northern Land Use Planning Conference Feb 22-24 120 132,336 SDWG Feb 27-Mar 1 60 66,168 YCB Assisted SAO (Senior Arctic Officials) Plenary March 4-6 150 225,565 YCB Assisted SAO (Senior Arctic Officials) Executives Mar 2-4 75 152,626

Est. Economic Impact of all events with YCB

Members 3661 4,348,464


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2014-2015 Annual Report Bid Status

Bids Won: AMAP /PAME - Sept 14-19, 2014 Parliament of Canada, 11th Conference of Parliamentarians of the Arctic Regions (CPAR) - Sept 2014 Canadian Medical Protective Association – Sept 2014 Arctic Council - Sept 16-18, 2014 CCMTA - Canada Council of Motor Transport Administrators - June 16-19, 2015 Elks and Royal Purple - July 2015 EDAC - Economic Developers Association of Canada - Sept 2015 Government Finance Officers Association of Western Canada Conference - Sept 2015 Geological Association of Canada/ Mineralogical Association of Canada – (GACMAC) May/June 2016 Bank of Canada - Board of Directors Meeting - June 2016 Canadian Accredited Zoo’s and Aquariums – Sept 2016 Shriners May 25-28, 2017 Bids Lost: Sustainable Communities Conference – Feb 2015 Canadian Conference on Student Leadership – Mar 2015 Arctic Borders and Globalization Summer School (ABGSS) June 2015 Moen Conference - June 2015 MPIBC Retreat - July 3-5, 2015 Asia-Pacific Parliamentary Forum - January 2016 Canadian Roofing Contractors Association-May/June 2016 Bids Pending: Northern Land Use Planning Conference, February 2016 Canadian Injury Prevention and Safety Promotion Conference (CIPSPC) - Sept 2015 Society of Rural Physicians of Canada Education Conference - Sept 2015 CCFAM Canadian Council of Fisheries and Aquaculture Ministers - June 2016 SWIFT – Summer Winter Integrated Field Technologies – Sept 2016 BIAC Conference April 5 - 7, 2017 Commercial Vehicle Safety Alliance - Sept 2017 Real Property Institute of Canada's Federal Contaminated Sites Regional Workshop - June 2017 or 19 Total in 2014/2015: 12 Bids Won 8 Still Pending 7 Lost to lack of availability, other destinations or meeting did not move forward


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Major Supporters The YCB membership support provides a variety of financial and in-kind sponsorship for our annual marketing endeavours. These partnerships strengthen Yukon’s brand, encouraging organizations to consider Yukon as a conference destination. Thank you to every company and organization below for their continued support. Private & Not-for Profit Sectors: Air North – Yukon’s Airline: flight passes for sales & marketing purposes Driving Force: use of GMC Yukon for FAM tours, site inspections and local sales calls Westmark Whitehorse Hotel and Conference Centre: sponsorship of Bravo awards, complimentary rooms for FAM groups, use of meeting rooms for YCB meetings and events, complimentary catering for FAM group High Country Inn / Best Western Gold Rush Inn: complimentary rooms for FAM groups, use of meeting rooms for YCB meetings and events, complimentary catering for FAM group North End Gallery & Martha Hills Pottery: assistance with Bravo Awards and 20% discount on personalized YCB gifting for sales calls & events Arts Underground: co ordination of FAM art taster & complimentary room rental for FAM’s Transportation Museum: complimentary room rental for FAM tours Kwanlin Dun Cultural Centre: sponsor for Bravo Awards Government Sponsors: Yukon Government, Department of Tourism & Culture: Core funding and assistance with Sales & Marketing activities

City of Whitehorse: Contribution to Core Funding and assistance with Sales & Marketing activities Also, thank you to those members who have generously provided us with door prizes and gifting for YCB events throughout the year.


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Sport Tourism Marketing Market Description: Sport Tourism is defined as: any activity in which people are attracted to a particular location as a sport event participant, an event spectator, or to attend sport attractions or business meetings. YCB is no longer the lead agency for Sport Tourism but continues to support Sport Yukon’s activities to position Yukon as a desirable sport event destination. General Strategy for YCB within this sector: These are areas in which the Yukon Convention Bureau will continue to participate in the sport travel sector.

• Providing information regarding air access • Booking hotel room blocks • Connecting organizers with local event suppliers • Carrying out the usual assistance to planners of sports meetings (as opposed to sports

events). The Yukon Convention Bureau may consider additional future involvement in sport tourism providing its Board of Directors and YTG deem sport tourism should be re-implemented into the YCB mandate and the addition of funding adequate to cover the staffing and marketing costs.


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Annual Report May 2015

CONCLUSION

The Yukon Convention Bureau is a member-driven, industry-led destination marketing organization (DMO), tasked with positioning the Yukon as a favorable destination for meetings and events in the following sectors: association, government and incentive travel.

Normally, government and association meetings make up about 70% of the meetings; conventions and incentive travel. From 2008 to 2011, however, up to 20% of this business resulted from the sports. With the continuing development of Yukon as a destination for MICE, 2013 saw a record high year. In addition, it should also be noted, YCB has not been the lead for sports events since 2009, which added a significant increase to the economic impact number in the years prior to 2009.

The economic impact of MICE to and within the Yukon is significant:

2009 2010 2011 2012 2013 2014 Economic Impact** $3,251,150! $3,711,109! $3,219,392! $4.713,800 $5,102,895 $4,458, 835

Numbers of Meetings 38 26 25 25 26 23 Total Delegate Count 4687 3698 4231 3940 4385 3931 Average # of Delegates

127 142 169 157.6 168 170

Average # of Nights 2.7 3.8 3.7 4.9 3.3 3.4 Average Daily Spending

$256.91 $264.09 $205.65 $244.16 352.64 333.61

Year on Year Comparison:

* Note: These figures are calculated on a calendar year basis so they will differ slightly from our fiscal year report. ** Economic Impact is net – total spending is reduced by approximately 50%, which represents economic leakage. ! 2008 was the last year YCB was responsible for the Sport sector, accounting for an Economic Impact of over $1,500,000 in 2008, $60,000 in 2009, $750,000 in 2010, $320,000 in 2011.


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CONCLUSION continued

For the fiscal year 2014-2015, the Yukon Convention Bureau continued to promote Yukon as a unique meeting and event destination. Following our current Sales & Marketing Plans and Communications Plan, YCB ensures that its dollars are spent effectively, to maximize the return on investment for the organization as well as its members. The Yukon Convention Bureau’s focus is in the following geographic markets: Ottawa is a prime target market since it is the base for the large majority of national associations. Toronto is also a potential source for corporate business and incentive travel and will rank as a secondary market. Our tertiary market is western Canada with particular emphasis on our ‘gateways’: Vancouver, Calgary and Edmonton. When the costs associated with hosting meetings and events may be a concern, the direct and relatively brief flights from the gateway cities will provide a solid selling point. YCB will target meetings from 50 to 450, occasionally hosting larger events when a quality product can be delivered. Meeting organizers will be encouraged to plan their event for spring and fall shoulder seasons, when hotels may be under-utilized and avoiding the peak tourist months of July and August. The Yukon Convention Bureau’s wide variety of pre and post convention opportunities enhances both sales mission presentations and our comprehensive bid packages. In addition, conference add-ons encourage delegates to extend their stay in Yukon – a benefit to the entire MICE service sector. Trade shows and industry events have been carefully selected based on the greatest opportunity for return on investment and on evaluation of recent show performance. The Canadian Society of Association Executives (CSAE) has proven to be the YCB’s main source for leads. CSAE’s Annual Ottawa Chapter Tête-à-Tête conference and Ontario hosted Annual National Conferences attract on average over 600 association executive directors and association event planners each year. Travel Trade Canada – Silver shows, new to the YCB tradeshow line up in 2011, also proves to be a source of strong leads. Member buy-in and feedback are encouraged. In addition, YCB will continue to explore non-traditional partnerships, which will expose its members to new marketing opportunities. The national MICE industry continues to see its planners and delegates alike, focus on costs and affordability. Economic uncertainties have a strong impact on the MICE sector, when groups and planners secure their future destinations. Yet, since 2009 we have seen a consistent number of $3-3.5 million in economic impact. YCB will continue implementing its current marketing plan, taking into account economic conditions and trends. With, increased in market sales activities and using a cost comparison analysis of Whitehorse to other city destinations, 2014/2015 saw the Yukon MICE sector surpass YCBs $3-5 million annual target. YCB looks forward to rounding out another successful fiscal year in 2015-2016, in selling & marketing the Yukon as a unique and affordable destination for meetings, incentives, conferences & events.

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