annual report 2015/16 - sun peaks resort 2016...part of our collective efforts developing that...

“A lo

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“A leap forward”

2015/16ANNUAL REPORT

www.SunPeaksResort.com/Tourism

2015–16 Year in Review 3

President’s Year In Review

Tourism Sun Peaks activities are guided by the association’s Board of Directors. Three year directives and annual targets are established and direct association activity. The four key strategic areas of the current three-year plan are:

1. Awareness for Sun Peaks2. Events3. Research4. Advocacy

Through this focused approach, Tourism Sun Peaks is pleased to report that Sun Peaks visitation hit record levels of visitation in summer 2015 and this past winter. Summer performance exceeded 43,000 resort wide booked room nights, a 20% increase over the previous year. This success was due to several factors including new marketing and sales initiatives, an increasingly confident marketplace, and the continued investment of the provincial government’s Resort Municipality Initiative funds into the summer concert strategy. Winter occupancy exceeded 75,000 room nights, an 14% increase over last winter, and marks a new benchmark for Sun Peaks winter visitation. Sun Peaks continued its successful positioning as the 2nd largest ski area in Canada. This has proven to capture the attention of skiers and snowboarders that have not visited Sun Peaks in past. Return visitation and referral is also a key strategy

for growth and is entirely dependent on all businesses consistently delivering high levels of service. The US currency exchange rate

helped attract American guests, and simultaneously kept Canadian guests in Canada which converted bookings from regional and the Ontario and Quebec market.

The success realized this past year is the result of effort by our entire community. Our Volunteer Board of Directors, and the leadership of Chair John Douglas, deserves to be recognised. Community

volunteers deserve endless praise for making many of the events possible.

Business sector innovation is to be celebrated as it provides guests with rewarding experiences. Finally, I would like to thank the Tourism Sun Peaks team for their hard work, integrity, and honouring the values of Tourism Sun Peaks.

Thank you.

Christopher NicolsonPresident, Tourism Sun Peaks

MARKET DEVELOPMENT

Winter efforts to increase brand awareness through coop and direct marketing in our key overseas markets have shown success according to travel trade reports from SPR LLP. These efforts include comprehensive marketing campaigns with select operator partners, consumer direct campaigns both stand alone and in partnership with industry (Destination BC, Destination Canada) and consumer shows. Overall Sun Peaks saw a 16% growth over 2015/16 of destination guests through travel trade.

Summer continues to show positive and sustainable growth. Our escorted tour market is facing challenges with compression in the lower mainland and in the Rockies which is resulting in new opportunities for multi-night stays in our region. TSP is working with TOTA and DBC to highlight new itineraries to reflect this demand. We also continue to work with select RTO’s and wholesalers from proven markets to further develop our FIT business through the summer months, including attending international travel trade shows and participating in summer focused coop marketing.

MC&IT strategies continue to evolve after our first full year of dedicated budget to this market segment. We have laid a foundation to build upon and have been adjusting tactics based on key learnings through the year. TSP is now focused on the higher yielding and underserviced corporate and incentive geo segments to compliment member’s efforts.

Familiarization tours continue to be a significant aspect of our market development strategy. Through unrivaled member support, both financially and with partner hosting, TSP has been able to invite more decision makers and key clients than ever before. More than $67,000 of in-kind product and services contributed to a very successful FAM strategy. This year the members were able to showcase their products and experiences

Annual Highlights

to 266 FAM participants, that equates to a 15% increase over the previous year. Post FAM surveys indicate the delivery of FAM experiences is one of, if not the best in our region and province.

In preparation of Mountain Travel Symposium being hosted in Canada once again (Banff), TSP has partnered with Revelstoke to deliver another MTS FAM building on the success from the MTS Whistler FAM in 2015. This partnership will increase our chance to attract the very best in the industry once again. A new twist will be conducting two parallel FAM’s, one focusing on travel trade and one catering to ski club and ski council representatives.

Trade and consumer shows are an integral part of our marketing mix and with careful planning TSP was able to increase the number of shows attended by 27%, while virtually maintaining the existing $95,000 budget. The show matrix includes 44 international trade and consumer shows and 33 domestic. While overseas show efforts revolve mainly on consumer ski shows and summer trade events, our domestic efforts encompass more diverse consumer facing shows like wedding, outdoor, adventure and of course ski.

Two big wins in 2015/16 was the successful partnership between Sun Peaks and Crystal Ski in the UK and the significant growth (winter) from Quebec. Crystal is the largest outbound ski tour operator on the planet and has committed to feature Sun Peaks starting in the 2016/17 season. Sun Peaks is the only new resort being launched in North America. Likewise, Sun Peaks has now seen significant growth from the Quebec market in both group and FIT business. This market, while not new is now reaching the same volume as Germany. This growth is expected to continue to grow as we leverage the renewed interest in Quebec and as brand awareness grows.

4 Tourism Sun Peaks Annual Report 2015–16 Year in Review 5

Lastly, TSP has shifted the communications department (traditional media) to fall under Market Development to closer align efforts. From an international perspective TSP will be able to realize some cost savings along with creating efficiencies as traditional media and market development activities overlap and complement each other in many aspects.

ADVERTISING

Regional Advertising, Summer 2015The regional drive markets focused on Kamloops and surrounding area (through to Salmon Arm), the Okanagan (Vernon through Penticton), the Cariboo (including Prince George), and the Fraser Valley. Secondary markets included highly targeted tactics in Edmonton and Seattle. Consumer direct advertising programs from May to September exceeded $144,000. The Free Concert Series funded by the Provinces’ Resort Municipality Initiative was used as a primary motivator, in conjunction with positioning the alpine setting and variety of outdoor activities.

Regional Advertising, Winter 2015-16Regional geographic target markets remained the same from the winter prior, with the Lower Mainland, Greater Toronto Area, Seattle and area, and Edmonton as the primary focus. The consumer direct advertising campaign had an investment exceeding $475,000 which covered a marketing mix of traditional and online media focusing on being Canada’s second largest ski area in the country across all channels. Terrain is a primary motivator for guests, and this positioning continued to grow in momentum for Sun Peaks.

Social Media TSP has seen strong growth across all social channels this past year. Facebook has grown by 22% to 37,184, Twitter has grown 13% to 10,898 and Instagram has grown 94% to 12,851. The focus on timely photo and video content of conditions this winter yielded strong engagement online and helped increase awareness of Sun Peaks as a destination, as well as keep interest all season amongst local markets.

In the lead up to the winter season a video based, online campaign in partnership with SPR, Sun Peaks Sneak Peek, generated high engagement. This humorous webisode series of 13 videos and Opening Day contest ran on our social media platforms from October 19 to November 15. Through organic engagement and sharing, plus paid advertising, the campaign generated 11,624 views to the contest platform, 372 entries, 37,912 organic video views and 378,541 paid video views on Facebook.

Consumer DatabaseThe Tourism Sun Peaks e-mail database continues to grow year to year. This past year saw a growth of 2,348 recipients bringing us to over 11,200 members. E-newsletters are sent bi-weekly during the winter and summer seasons, and include a variety of content which is proactive, timely and strategic. The E-newsletter maintains a strong average open rate of 35%. There is a continued focus on strategies to grow the database with qualified customers through sign-up on the website, Central Reservation bookings, contests, and other tools.

Experience BC’ Ski Campaign continues. Sun Peaks and other destination ski resorts have partnered with Destination Canada and Destination British Columbia (DBC) to activate over $2.5 million in marketing into the United States and Ontario for the coming winter. Marketing messages in the US will feature favorable currency exchange rates and snow quality to motivate American skiers.

MEDIA

Familiarization Tours (FAMS)This winter with the support of our membership, we hosted 74 journalists from across the globe. This is a 15% increase over the 2014/15 season and the highest number since 2008. The journalists we supported on these familiarization tours (FAMS) were from identified core and emerging markets such as Australia, UK and China. Over half were from Canada including 14 from Quebec, as part of our collective efforts developing that geographic market.

Editorial CoverageSun Peaks continued its success garnering coverage in international markets. Following a FAM tour in February, Sun Peaks was profiled in a 2-page feature on Australia’s largest independent women’s website, mamamia.com. Also, with support from Destination BC and Destination Canada sponsored Chinese Media FAM, Sun Peaks received coverage in the popular Chinese publication Rise Weekly.

This winter, Sun Peaks received coverage from a variety of top North American snow sports magazines. Sun Peaks was profiled in a 3-page feature in SKI Magazine, largely considered to be one of the top ski publications in North America. Ski Magazine also published an additional 3-page article online titled “Where to Ski Next?”, where Sun Peaks is recognized as a top family friendly ski destination.

Television CoverageIn the world of broadcast, Tourism Sun Peaks secured three major TV segments from popular media outlets both nationally and abroad. After a successful Destination Canada sponsored FAM in January, the Australian-based TV show, Explore TV, aired a ‘Signature Canadian Experiences’ episode which showcased Sun Peaks and the variety of ski and non-ski activities that we have available. Reaching over 1.4 million homes in Australia and New Zealand, this segment garnered significant media exposure in both of these budding target markets.

TSP also hosted a “Sports Access” show presented by Accessible Media Inc (AMI). All of AMI’s programming is made to be accessible to people whom are hearing and/or visually impaired. The segment featured a “learn to ski” and “learn to snowboard” story profiling the work at Adaptive Sports Sun Peaks. Sports Access has a national viewership of 30 to 50 thousand viewers per week, airing on 18 carriers accessible with basic cable across North America.

RESORT EVENTS

Concert Series WeekendOur Summer Concert Series saw the addition of a Friday night band for both events, “Platinum Blonde” and “Lou Gramm, The Voice of Foreigner” kicked off the series in July, while “Barney Bentall” and “Colin James” closed the series in August.Over 5000 people were in resort during those weekends, spending money in hotels and businesses, and solidifying Sun Peaks as their go to summer destination.

Retro Concert WeekendThe 6th Annual Retro Concert Weekend took place at the base of the Sundance chair over the August 14 – 16 weekend with tribute bands playing all weekend long and attracting approximately 1500 people to the resort – prepared for the weather with umbrellas but dancing in the rain anyway!

While continuing to enhance our current annual events, we also saw the addition of two new events to our summer lineup.

Sun Peaks Uncovered“Sun Peaks Uncovered: Flashback Weekend” took place in July putting a spin on our already popular “Retro Weekend” by targeting a female crowd for a girls weekend. This event proved to be very popular and will continue as “Flashback” in 2016.

Midnight Sun & Art FestivalThe Green Arts Festival Association took over a weekend in August to start their first annual “Midnight Sun Art & Film Festival” which also proved to be very popular showcasing a diverse combination of artists, designers, academics and outdoor film screenings. We are looking forward to the 2nd annual event this upcoming summer.

Santa’s Alpine VillageSun Peaks Village hosted its 4th Annual Santa’s Alpine Visit in December which saw Santa in the village taking approximately 160 group photos compared to around 95 group photos in 2014! There was a small craft market, delicious Maple Taffy samples, displays and demonstrations from our Winter


Activity operators and live music by the Anita Eccleston Quartet. Coloured lighting and wandering Christmas characters like Isbjorn the Polar Bear, added to the holiday atmosphere.

Winter Okanagan Wine FestivalThis years’ Sun Peaks Winter Okanagan Wine Festival was declared a success with 9 sold out events and other events almost at capacity. Tickets for the progressive tasting sold out over one week before the Friday evening event with 650 participants. We continued with live music throughout the village streets which gathered crowds dancing in the snow and provided a great atmosphere throughout the village.

Village CommunicationIn addition to events, we have been busy producing the weekly village vibe which is the most utilized informational piece throughout the resort with an average of 500 copies printed, and picked up by guests on a weekly basis. This number increases to 800+ copies over the busier weeks. While it takes time to compile each week, it has proven to be an important guide for guests and locals alike.

ResearchTSP also partnered with TRU to conduct resort experience surveys throughout the village. Guests were encouraged to participate in the online survey by automatically going into the draw for a weekend getaway in Sun Peaks. The findings of the survey were presented to businesses on a bi-weekly basis and were used to help improve service levels resort wide.

CENTRAL RESERVATIONS

Summer 2015Summer annual gross sales was $267,533. There was a lodging increase recorded of 1%. Central Reservations still continued to play an intricate roll in summer events and activities, sales in adventure centre/golf/lift/concerts/events/workshops.

Summer Lodging Revenue2015 ..................................................... 190,937

2014(+1%) ...........................................188,857 Summer Room Nights2015 .......................................................... 1,4242014 .......................................................... 1,509

Summer Lodging Bookings 2015 ..............................................................6532014 ................................................................711

Winter 2015-16Annual revenue for the winter of 2015/16 recorded gross sales of $2,714,623, an increase of 19% over the previous winter.The total lodging sales increased by 20% and accounted for 62% of our total sales.

Winter Lodging Revenue2015/16 ............................................1,684,2292014/15 ............................................. 1,398,218

Winter Room Nights2015/16 ................................................... 6,4972014/5 ..................................................... 5,858

Winter Lodging Bookings 2015/16 .....................................................1,7852014/15 ......................................................1,713

This winter season Central Reservations saw 78% of guests were from the regional market (BC, Alberta and Washington State). 52% of the nights booked were from BC, 17% were from Washington State and 9% were from Alberta. The additional nights were from Ontario 12% and another 10% were from the clasification of Other - Canada, US and International direct bookings.

TRANSPORTATION

Transportation revenue for the winter of 2015/16 recorded gross sales of $394,976 on both routes respectively. This was an increase of 21% over the previous year.

Total Transportation Sales2015/16(+21%) ................................... 394,9762014/15 ................................................ 325,909

Kamloops Transportation Sales2015/16(+14%) ................................. 313,349 2014/15 ...............................................272,958

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Summer Room Night Occupancy

Kelowna/Inter Resort Transportation Sales2015/16(+54%) ...................................81,626 2014/15 .................................................52,950

Kamloops Seat Sales 2015/16(+14%) ....................................... 7,3312014/15 ................................................... 6,439

Kelowna Seat Sales2015/16 ..........................................................742014/15 .......................................................... 67

Inter Resort Seat Sales2015/16 ....................................................... 2742014/15 .......................................................208

ADVENTURE CENTRE

Summer 2015In the summer of 2015, Central Reservations facilitated the Adventure Centre at the administration office. The product offerings were as follows: Canoe/Kayak Rentals, Nordic Pole Walking Clinics, Stand Up Paddle Boarding Lessons and Tours, Segway Tours, Voyageur Canoe Tours, Horseback Trail Rides,

Carriage Rides, as well as Day Trips, Zipline at Chase Canyon with Tree Top Flyer, White Water Rafting at Adams River and River Safari in Blue River. Recorded gross sales were $41,747.

Winter 2015/16The Sun Peaks Adventure Centre is located in the Village Day Lodge during the winter months. This past winter we made changes to the scheduling and the hours of operation with a two man team open from 8am to 6pm daily. This new schedule and reduced product offering allowed for us to service the guests more efficiently. The great snow conditions attributed to the sales increases in many products such as Dog Sledding, Snowmobiling Tours, Snowshoe Tours and the weekly evening Fondue Dinner.

Adventure Centre revenue for the winter of 2015/16 recorded gross sales of $555,718 an increase of 29%. Total sales do not include mountain lift tickets.

Total Sales2015/16 ............................................$555, 7182014/15 ...........................................$430,088

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Winter Room Night Occupancy


Market Origin

Summer 2015Winter 2015–16

74% Independent Travelers

26% Group Travelers

39% British Columbia

11% Rest of Canada

6% Asia Pacific

10% United States

4% Europe

0% Other International

30% Unknown

27% British Columbia

7% Europe

7% Rest of Canada

5% Asia Pacific

4% United States

1% Other International

50% Unknown Market Origin

60% Group Travelers

40% Independent Travelers

Skier Visits

Resort Flow: People in Resort

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Financials

Revenue Sources

Revenue Allocation

Revenue Allocation Including RMI Funds

26% Business Assessments

29% Sun Peaks Resort LLP

16% Central Reservations

10% Common Assessments

15% Accommodation Tax

4% Adventure Centre

44% Winter Marketing

24% Summer Marketing

16% Administration


3% Sports Centre

2% Adventure Centre

40% Winter Marketing

21% Summer Marketing

14% Administration

11% RMI Summer Events & Marketing


1% Sports Centre

3% Adventure Centre


Winter 2015–16 Advertising – Samples

Online Advertisements BC, Alberta, Ontario and Washington State

Summer 2015 Advertising – Samples

Bathroom Boards Kamloops

Coast Mountain Culture Magazine North West Travel Magazine

Digital Billboards Kamloops, Abbotsford

INSPIRATION FOR NEW ADVENTURES

Banff

Edmonton

Calgary

Seattle

PrinceGeorge

Wells GrayProvincial Park

Jasper

KamloopsKamloops

Sun PeaksSun Peaks

Alberta

Washington

British Columbia

Victoria

Whistler

Vancouver

NATURE’S CANVAS

When the snowline recedes at Canada’s second largest ski area, a vibrant summer landscape is revealed. Snowy ski runs are swapped for hiking and mountain biking trails among lush foliage and are just some of the many exciting adventures that await. Make the most of fresh mountain air in the cozy pedestrian village. Passionate entrepreneurs invite you to over 30 restaurants, cafés and boutique shops; relax on a patio, sip wine made in the region, and admire local art! With hotels and lodges, chalet rentals, and RV parking, there is plenty of choice for your home away from home.

1.800.807.3257SunPeaksResort.com/Explore

Photos: Kelly Funk, Adam Stein

Festivals, concerts and sporting eventsevery weekend—learn more, book today!

Hiking among the alpine wildflowers onTod Mountain; trails accessed by chairlift.

Midnight SunArt & Film FestivalAugust 7–9, 2015By the Green Art Festival Association

Outdoor film screenings, live music, art & photography workshops, wine tastings, kids classes, and exhibits.

1K Walk • 5K Run • 10K Run

‘Get Retro’at

August 15 SEPTEMBER 12Mountain 50km & Relay

and National 50km Championship

SEPTEMBER 13The North Face Dirty Feet Mountain Run

SPARTAN BEAST & SPARTAN ULTRA BEAST

SPARTAN SPRINT & SPARTAN JUNIORSEPTEMBER 27

SEPTEMBER 26

SUMMERCONCERTSERIES

› Special Front Stage Access (FSA) tickets available for $65 per weekend pass› FSA tickets $25 each when booked with a 2-night stay with Central Reservations› Two night packages with tickets start at just $140 per person*

FFFFFRRRRREEEEEEEEEE GGGGEEENNEERRAAALLLLL AAAADDDMMMMIIISSSSSSSSIIIIOOONNNFFFFRRRRREEEEEEEE GEEENEERRAAALLL AAAADDDMMMIISSSSIOONNNNNNOOO TTTTIIIICCCKKKEEETTTT RRRRREEEEEQQQQQUUUUUIIIIIRRRRREEEEEDDDDD!!FREE GENERAL ADMISSIONNO TICKET REQUIRED!

LEAD TO MORE THAN YOU’D EXPECT

OUR TRAILS

On the hunt for new trails? Look no further. Myriad cross country bike trails and a downhill mountain bike park are just a sampling of what Sun Peaks is all about. Hiking trails take you to awe-inspiring views and meadows of alpine wildflowers, try your swing on the 18 hole course, and so much more. But what really makes Sun Peaks your ultimate getaway are festivals and free concerts hosted in the cozy pedestrian village. Relax on a patio, enjoy the fresh air, and take it all in. Now’s the time to discover Canada’s Alpine Village, just 45 minutes north of Kamloops.

1.800.807.3257SunPeaksResort.com/Explore

Photos: Steve Riffel, Royce Sihlis, Kevin Hagell, Kelly Funk

Book your getaway today!

COUNTRYFEST

SUM

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-OFF

ALPINEBLOSSOM FESTIVAL

REEBOK SPARTAN RACES

JO’S ROAD RACETHE NORTH FACE DIRTY FEETTRAIL RUNNING RACES & 50KNATIONAL CHAMPIONSHIPs

MOUNTAIN BIKE RACES RETR

O CO

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T WEE

KEND

FREE outdoorconcert series

Altitude XC trail on Tod Mountain


Media Coverage – Samples

Rise Weekly Fall 2015

Ski Magazine October 15, 2015 Ski Canada Winter, 2016

October 2015 SKI MAGAZINE 43

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Sun Peaks, B.C.Three peaks above a cozy British Columbia town offer killer terrain for skiers more focused on the family than the flask. BY JESS THOMSON

THERE IS NO PANTY TREE AT SUN PEAKS RESORT. FOR ANYONE WHO’S

skied a major resort since, say, 1980, this may seem like a serious oversight, but Sun Peaks, which holds bragging rights as Canada’s second-largest ski area (behind only Whistler Blackcomb), has defined itself not by al fresco vodka

bars or rowdy restaurants at the base area, but by what’s up top—reliably good snow, generous high-quality grooming, and endless tree skiing, much of it steep. For those of us whose vacation priorities focus more on interesting pistes than on getting pissed, Sun Peaks is the new Holy Grail.

It’s not that I spent so much of my 20s flinging my underthings onto snow-covered branches. I did, however, know a time when I had the energy to drop a shot of whiskey into a beer after a full day of skiing, lose a mitten or a hat

GoWHERE TO GO. WHAT TO DO.

travelSometimes snowghosts

are your only companions at Sun Peaks, Canada’s second-largest resort.

HIGH-SPEED CHAIRLIFTS

3EXPERT TERRAIN (PERCENTAGE)

LONGEST TRAIL (MILES)

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RISE WEEKLY 19A

Winter 2015–16 Advertising – Samples

Billboard Ontario

Skytrain Posters Vancouver, British Columbia Skytrains

WestJet Magazine December 2015 Ski Canada Magazine January 2016

CANADA’SSECOND LARGEST

IT’S JUST YOU AND THE MOUNTAINS

With the second largest amount of ski terrain in Canada—a whopping 4,270 acres—at our doorstep, you get to enjoy the pristine environment of the mountains. Renowned light, dry snow, an award-winning ski-through village, and big smiles from friendly longtime locals are the fabric of this special place. It’s time for you to explore Sun Peaks, in BC’s Interior.

www.SunPeaksResort.com/WJ 1.877.521.2077

Photos: Adam Stein, Kelly Funk

WestJet Daily Non-StopService to Kamloops (YKA) via Edmonton and Calgary

Or, fly to Kelowna Airport (YLW) and take our resort shuttle

HIDDEN VALLEY

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Mt. Morrisey1,675m (5,495')Mt. Morrisey1,675m (5,495')

Mt. Tod2,152m (7,060')Mt. Tod2,152m (7,060')

Sundance1,730m (5,676')Sundance1,730m (5,676')

Village Base1,255m (4,117')

East Village

Kamloops

CANADA’S SECONDLARGEST SKI AREA!

SunPeaksResort.com/Ski 1.855.975.6788

Fly to Kamloops, BC

via WestJet or Air Canada

Kelly Funk PhotoAdam Stein Photo

Explore 4,270 acres of terrain flowing conveniently into the award-winning, slopeside village.

SPRING BREAKSKI+STAY FREE

Restrictions may apply

4 FOR 3!



Skimag.com September 2015 International Traveller May 2016

International Traveller Winter 2016

11/10/2015

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(Photo: Sun Peaks Resort)

There is no panty tree at Sun Peaks Resort. For anyone who’s skied a major resort since, say, 1980, this may seem like a seriousoversight, but Sun Peaks, which holds bragging rights as Canada’s secondlargest ski area (behind only Whistler Blackcomb),has defined itself not by al fresco vodka bars or rowdy restaurants at the base area, but by what’s up top—reliably good snow,generous highquality grooming, and endless tree skiing, much of it steep. For those of us whose vacation priorities focus moreon interesting pistes than on getting pissed, Sun Peaks is the new Holy Grail.

It’s not that I spent so much of my 20s flinging my underthings onto snowcovered branches. I did, however, know a time when Ihad the energy to drop a shot of whiskey into a beer after a full day of skiing, lose a mitten or a hat in the ensuing fray, dance

Where to Ski Next: Sun Peaks, B.C.Three peaks above a cozy British Columbia town offer killer terrain for skiers more focused on the family than the flask.

By Jess Thomsonposted: 10/08/2015

related tags: Family Ski Resort Life Lodging Dining Apres ski Canadian Rockies family Nancy Greene Travel Ideas wine festival British Columbia

Canada Sun Peaks

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5/13/2016 OneNote Online

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The Ul뛕mate Sun Peaks Ski Guide ‐ Interna뛕onal Traveller Friday, May 13, 2016 5:18 PM

106 107www.internationaltravellermag.com www.internationaltravellermag.com

We’ve got a secret to share with you. There’s a little ski resort that you probably haven’t heard of hidden in the south-central interior of British

Columbia, halfway between the Rockies and the Coastal mountain ranges.It’s nowhere near as crowded as the big-names of Whistler or Banff (read: no queues for the lifts and wide runs practically to yourself), with a small and relaxed European-style village of pastel-coloured, low-rise gabled roof buildings.

But when it comes to the mountain, this little-known resort is a serious contender for the best skiing in Canada. Surrounding the ski-in, ski-out village, its three towering mountains boast the country’s second largest ski area (Whistler Blackcomb is the biggest) with more than 1700

hectares of 133 well-designed runs, catering to beginners, intermediates and experts alike. To top it all off, this region experiences consistent light, dry powder and more than 2000 hours of annual sunshine, which means frequent bluebird powder days. Amazingly, this little Eden of skiing delights is just 45 minutes’ north of Kamloops airport.

Its name: Sun Peaks Resort. Whether you’re an amateur or intermediate wanting to scrub up on your skills, an expert in double blacks schussing your way around the country, or a family wanting a fun-filled snow adventure, Sun Peaks is a fantastic all-rounder and a little gem among Canada’s ski resorts.

We experienced the best it has to offer in one perfect winter wonderland day.

«

Let it snowWe arrive at Sun Peaks fresh (or not so fresh) from the overnight VIA Rail train from Vancouver. Despite my sleepy head, the sight that greets us on arrival has me bright eyed and bushy tailed. The village is cloaked in a blanket of thick white snow. Soft flakes fall steadily, quietly dancing around in the crisp, mountain-fresh air. The surrounding pastel-coloured buildings are topped with snow so thick it looks like marzipan icing.

After an early check-in to our hotel, we head straight out to discover this cute alpine village. We trudge through fresh snow to Tod Mountain Café, just a few minutes’ walk down the village walkway. We’ve heard the breakfast crêpes are delicious (our tremendously friendly cab driver gave us an extensive run down of the village on the 45-minute drive here from Kamloops). At the counter, an Australian girl asks us what we would like to order (the first of many familiar accents we are greeted by here at Sun Peaks); I choose a spinach, feta, tomato and avocado crêpe, which I gobble down with a decent coffee.

A good snow day will get you moving quickly. Thirty minutes later I’m being fitted for skis. I’m a complete beginner at skiing – I’ve dabbled in snowboarding a few times and let’s just say, I wasn’t a natural.

“Are they meant to feel like this?” I apprehensively ask Sam, a young Australian guy, as he fits my boot. Apparently, yes. He waits for me as I robot-walk to the sales desk. Looking longingly out the window at the falling snow, it’s obvious he’s counting down the moments till he knocks off. “I’ve heard it’s wicked up there today,” he says.

I’m waiting at the Rendezvous Area near the base of the Sunburst Chairlift for my ski instructor. I have butterflies in my stomach: back home, the precocious kids in Milo vests instilled in me a fear (and slight humiliation) when I was learning to snowboard; the kids here are even more naturally gifted in the snow, whipping around on skis and boards seemingly before they can walk.

But my instructor Axl, who comes from Sweden, puts me completely at ease. After a few practice slides down a bump of a hill, he takes me up the carpet to the top of Gentle Giant for a few runs, some great pointers and lots of encouragement. Before I know it, I’m heading up the quad lifts and coming down green runs that intertwine

with blues – I’m beaming! Indeed, the ultimate blessing of skiing in the country’s second-largest ski area, is the wide, well-groomed runs that you practically have to yourself and there’s plenty of room for more advanced skiers and snowboarders to fly past as I learn. Even better, there are no lift queues, so plenty more time is spent up the mountain (and in Sunburst Lodge enjoying one of the fresh cinnamon buns; the aroma is just irresistible and the views up here aren’t bad either).

There’s something so cool about skiing straight back to your accommodation – no buses, no laborious walks with your ski gear... it’s so simple. I store my skis and head straight to my room.

Tucked away in the Interior of BC, Canada, is a little known gem of a resort Words Megan arkinstall

snowbusiness

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B.C. ski resorts boosting avalancheskills awarenessADAM BISBYThe Globe and MailPublished Thursday, Nov. 19, 2015 2:49PM ESTLast updated Sunday, Nov. 22, 2015 11:35AM EST

33 16 17 A A

MULTIMEDIAWhat’s new on the skislopes for the 201516season

TRAVELPortes du Soleil’s sprawlof resorts between Franceand Switzerland are askier’s heaven on Earth

On the northeastern flank of British Columbia’s 2,408metre TerminatorPeak, a group of 10 skiers, some with avalanche transceivers in hand,charge into a small stand of pines.“Over here!” shouts Martha Handford of Canmore, Alta., as soon as herbeeping device locates a buried target. Her Australian rescue partner, ScottBurley, immediately deploys an extendable probe and begins stabbing it intothe snow in a spiral pattern. A direct hit is made in less than a minute,prompting the pair to start digging like crazy.

It’s a scene that would send chills down the spineof any backcountry veteran; thankfully, this isn’ta real rescue. There are no physical signs of anavalanche and two ski patrollers in red jacketsshout instructions from a groomed trail nearby. Ifany doubt remains, it evaporates when a memberof the group pauses to snap a selfie.The skiers are in the midst of a weekendlongavalanche skills training (AST) course run byKicking Horse Mountain Resort. The six men andfour women, from the ages of 23 to 63, aren’tlocals or staff. All of them are here on vacation.Until quite recently, most resorts did little ornothing to educate visitors about avalancheavoidance and survival. Ski areas such as KickingHorse spend hundreds of thousands of dollarseach year on snowsafety measures such asforecasting, signage, fencing and ballistics, butthey aren’t technically responsible for the terrainoutside their boundaries or for liftticket holderswho choose to enter it. So safety training forguests was typically left to thirdparty outfitters

and alpine organizations.What has changed? Backcountry skiing has exploded in popularity in thepast decade, so now many of the resorts that tacitly enable the inherentlyrisky activity are working harder to educate resort skiers on backcountrysafety. Most of British Columbia’s big resorts – Kicking Horse, Revelstoke,Whitewater, Sun Peaks and Whistler Blackcomb, to name a few – have allbeen expanding their snowsafety education programs over the past fiveyears.“We’re at the start of a shift in resort mentality,” says Sean Nyilassy, amember of Kicking Horse’s mountain safety department who leads theweekendlong programs. “From our boundaries, you can instantly enteruncontrolled backcountry terrain, where inexperienced or uneducated skiers

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Ski with Canadian Olympic legend Nancy Greene at Sun PeaksResortSTEVE MacNAULL, Special to Postmedia NetworkWednesday, January 27, 2016, 12:00 AM

Olympic gold medalist skier Nancy Greene hams it up at the top of the Sunburst chairlift at Sun Peaks Resort,just north of Kamloops, B.C. STEVE MACNAULL PHOTO

article

My ski companion tells me to keep my head up and stop fixating on the tips of the skis.

I immediately correct my gaze to the horizon, my stance improves and I start gliding down theslope smoothly with confidence.

I have the best instructor on the planet Olympic gold medalist Nancy Greene.

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Sun Peaks ski resort: Whistler without the crowds ‐Telegraph Thursday, June 23, 2016 9:20 AM


International Marketing – Samples

Canada Alaska Specialist Co-op Canada City Post Coverage

DBC Twitter Feed @ MTS Partnered Agent Incentive - Air Canada AU

Terms & conditions: All prices are based on per person twin share. Cruise is based on 07 May 2016 departure in an Inside MMCategory Stateroom on Holland America flying Air Canada. ^Holland America Cruise package includes airfares, accommodation plus air and port taxes. Other travel dates and Stateroom upgrades are available upon request. All servicesare subject to availability at time of booking. Please contact us for further package details. Visit us by appointment on Level 6,59 Goulburn Street, Sydney. 9747

1300 79 49 59 @ [email protected]

JASPER HIGHLIGHTS4 Day/3 Nights from $499pp

Stay in the heart of Jasper and enjoy wildlife sightseeing and a Maligne Valley tour and cruise.

SPECIALISING IN PERSONALISED ITINERARIES FOR THE INDEPENDENT TRAVELLER

BANFF HIGHLIGHTS4 Day/3 Nights from $599pp

In the heart of Banff stay at the rustic Brewster Mountain Lodge and explore the area. Sightseeing tours included.

2016 HOLLAND AMERICA CRUISES7 Nights Alaska Cruise + Air from $3,799pp/ts^

2016 Alaska cruise & cruisetours are now available! Get in early for the best deals. Air Canada Earlybird fares are on sale until 31 Dec 15.

2016 EARLYBIRD FLY/CRUISE

SUN PEAKS HIGHLIGHTS4 Days/3 Nights from $299pp/ts

Enjoy your stay in Sun Peaks at the Hearthstone Lodge in a Kitchen Suite. Hiking in alpine meadows, golf, Spa, canoeing & horseback riding available. Includes a Horse Drawn Carriage tour.

CALGARY & GLACIER NATIONAL PARK5 Days/4 Nights from $699pp/ts

Explore Calgary and travel south following the spine of the Canadian Rockies to Glacier National Park. Includes car rental.

CALGARY STAMPEDE4 Days/3 Nights from $1,199pp

Your stay includes the rodeo, Chuckwagon races, the world famous Grandstand show & 2 day thrill package.

專題報道天下時事 City Headline

通，往左往右往前行，怎樣停住。剛剛知道簡單規則的一群人就這樣上路了。

騎馬走過的小徑很美麗，有平緩的山路，旁邊是茂密的樹林。Andy來自德國，是很帥氣的女教練，騎術不俗，她在隊伍中糾正隊形，指導還不熟練的新騎手們。騎在馬上走完近一小時，初學者也有了些許自信。

這個馬場也提供騎術課程，幫人養馬，還出售馬匹，適合各種水平的騎馬愛好者。

農莊：乘拖拉機遊古老莊園從中國大陸來加拿大的中年移民，小時候見過拖

拉機的人不少，但也不是每個人都坐過。城市出生的年輕人，恐怕從沒見過這種跟農業有關的交通工具。在甘露市附近的Tranquille Farm Fresh，游客們可以體驗乘拖拉機游覽的樂趣。

Tranquille Farm Fresh是有150年歷史的農莊，1865年啟動，成為當時著名的農業生產基地。在其鼎盛時期，可以為在1000名農場工作人員和附近醫院的病人提供食品和奶制品。農場在1985年被政府關閉，20年后的今天，農場被投資者們購買，將會讓它有脫胎換骨式的改變。宏偉的古老穀倉已經得到修復，成為週末農夫和工匠市場的場地，也定期展示當地音樂家、名師廚藝和手工藝者作品的場地，開發商們還將在這一帶建獨立屋和城市屋。

管理農莊的Tim McLeod，帶來賓們游覽農莊。他指一個建筑說：“我女兒就在這里舉辦的婚禮。”記者在農莊中，還真遇到了舉辦婚禮的一群人。有盛

遊玩景點推薦農場

名稱：Tranquille Farm Fresh地址：4600 Tranquille Road，Kamloops, BC電話： 250-574-7474網站： www.tranquillefarmfresh.ca

野生動物園名稱：BC Wildlife Park地址：9077 Dallas Drive, Kamloops, BC 電話：250-573-3242 轉 225網站： www.bczoo.org

馬場名稱：Erin Valley Riding Stables地址：8825 Barnhartvale Road, Kamloops, BC電話：250-573-5442網站：www.erinvalleyridingstables.com

其他信息請看：www.hellobc.comwww.SunPeaksResort.comwww.skisilverstar.com

到了旅游勝地，每個人都想盡情地玩，人好像一下子變得年輕起來。有一種游戲項目叫Sagway，是一種兩輪車，考驗人的平衡能力。在太陽峰度假村，經常看到一群人，腳蹬這種兩輪車，在景區小徑或街道上悠悠行過，一看就覺得很好玩。想玩可以找教練學。

教練會一對一地教你，先學會把一隻腳放上踏板，再放另一隻腳，保持身體挺直。往右傾斜車會往右拐，往左傾斜車會往左拐。教練再教你怎樣把車停住，這是非常關鍵的步驟。學完這些就可以上路了。這個游戲很好玩，學會了還容易上癮呢。

動物園：充滿愛的動物庇護所走進卑詩野生動物園，如果你想看到很多種不同

種類的珍稀動物，你可能會失望。它在動物園中屬於另類，打破了我們平時對動物園的概念，不是人類為了自己的好奇心，對動物進行捉捕和圈養。而是用滿滿的愛心，拯救遇到危機的動物，為他們重新營造一個溫暖的家。

業務發展經理John Stark對每一個動物都很熟悉。見到一個貓頭鷹，他告訴我們這個貓頭鷹的兩個翅膀都折斷了，不再適合野外生存，所以動物園把他收養了。另一個房間的白頭鷹也是折斷了一隻翅膀，就成了這里的住客。看到兩個野牛，他說，野牛是兄妹，來自育空地區，他們的媽媽掉進礦坑摔死了，失去了母親還在嬰兒時期的小野牛，就來到卑詩動物園這個新家園。他們出生只有三個星期，體重只有12磅左右，飼養員要用奶瓶喂它們。現在，這對兄妹12歲了。

一路走過，記者看到晨起坐在岩石邊搔癢的大白熊，舒服地在水池享受飛泉淋浴的小棕熊。林間散步的麋鹿，形象趣致的拉瑪，還看到慵懶晚起的駱駝，他顯然是遠方的來客。john說，這個動物園剛開的時候，也曾經從其他動物園買來老虎斑馬等動物，後來這些動物死了，就沒再購買新的，專註于拯救動物。

超過65個北美動物物種在這個動物園得到了保護，這裡也是穴居貓頭鷹在北美最成功的飼養場地。卑詩動物園為了幫助更多的動物，歡迎愛心人士認養動物。

騎馬：穿越山林享受馬背快樂很多朋友們在第一次騎馬的時候，希望教練講的

比較清楚，也希望有專業教練跟着以免發生危險。艾琳谷馬場（Erin Valley Riding Stables），可以滿足初學者的這些要求。

遊客約好時間來到馬場的時候，一群馬已經上好鞍子，整裝待發地準備迎接客人。據介紹，這個馬場擁有卑詩省最好的跑馬小徑。

女教練Andy和男教練 Nick熱情地迎接客人們。他們根據客人腿的長度幫每個人選馬，高個子的騎高頭大馬，小巧玲瓏的女士騎稍微矮小一點的馬。Nick幫助每一位客人上馬，然後告訴他們怎麼樣跟馬溝

Laura在跟教練學習Sagway。

管理農莊的Tim McLeod在講解。

SagwayPT：玩一把平衡游戲

裝的伴娘伴郎，還有穿着婚紗西裝的新郎新娘。農莊中有一座老建筑，原來是當地的醫院。對

歷史有興趣的來賓們還可以參觀農莊中的地下通道，1930年代建成，廢棄已久的通道黑洞洞的，要提着燈或打着手電筒才能進去。這個通道，過去是為醫院的員工和病人做食物和洗衣物的。走入黑洞洞的地下通道，可以找尋到些許舊日時光的影子。

卑詩動物園的小熊在洗澡。

12 CANADIAN CITY POST 都市報2015 年 8 月 21 日

International Marketing – Samples

Travelplan Coop Canada’s West Campaign

SkiMax Co-op Website Takeover

London Ski Show

SKI SUN PEAKS

UP TO 15% OFF LIFT PASSESKIDS 12 & UNDER SKI AND RENT FREE*

Sun Peaks is now the 2nd largest ski resort in Canada, at over 1700 hectares of ski terrain! The consistent snow quality is also amazing, not to mention the 100% ski-in/ski-out village.

For an extra special experience, take part in the Sun Peaks Family Cup – All Nations Celebrations (Jan 9 & 10) and don’t miss the renowned 18th Annual Sun Peaks Winter Festival of Wine (Jan 15-24).

email [email protected] 1300 754 754 visit www.travelplan.com.auOffices in Sydney and Melbourne. ATAS Accreditation No: A10479.

TP

N33

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*Family packages based on 2 adults and 2 children up to 12 years. Costs valid as at 24 June 2015.Kids Ski/Rent Free: one free child per equal adult purchase of 5+ days, excluding Dec 21 – Jan 1. Early booking and other conditions apply.

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Call or email us for a copy of our 2015 brochure for full details of our available deals.

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2015–16 Board of DirectorsTourism Sun Peaks Directors serve the Board on a voluntary basis for two year terms. Directors also participate in Board committees, including Audit, By-law, Marketing, and Transportation.

Tourism Sun Peaks Organizational Chart

Reiner Brecht, Past Chair Non-Hotel Lodging Director

John Douglas, Chair Hotel Lodging Director

Vivek SharmaSingle Owner Hotel Lodging Director

Silvia ErlerNon-Hotel Lodging Director

Darcy Alexander SPR LLP Appointed Director

James BinghamHotel Lodging Director

Petr Duda, SecretaryResidential Director

Peter ErnstCommercial/Tenant/Independent Operator Director

Amy Blackeney, TreasurerSPR LLP Appointed Director

Aidan Kelly, Vice Chair SPR LLP Appointed Director

Contracted Services:IT Support, Rhinotech Computer Services, Darrin Rein

Creative Design, Harv Craven, Lindsey Benson

Media Relations, Brandi Schier

In-Market Rep, UK (Ashmore Marketing), Dave Ashmore

Meetings, Corporate and Incentive Travel, Jackie Frederick

Board of Directors(See below)

PresidentChristopher Nicolson

Manager, Destination Marketing

Jennifer Lestander

Director of Market

DevelopmentColin Brost

Specialist, MarketDevelopmentMegan Nelson

Specialist, MediaRelations

Kyle Taylor

Coordinator,Digital MediaSam Loxton

Manager, EventsJanice Hoppenreys

Events AssistantConnie Williamson

Manager,Central Reservations& Adventure Centre

Theresa St. Louis

Manager,Finance

Stephanie Avery

Administration and Accounting

AssistantAshleigh Capper

Supervisor,Central

ReservationsJennifer Nield

Adventure CentreStacey Harmond

3 Agents(Seasonal)

Tamara Carder3 Agents

(Seasonal)

Strategic Direction 2016-2018

Tourism Sun Peaks Board of Directors establishes a three year strategic direction that outlines key result areas to meet organizational objectives around visitor growth goals. These provide Tourism Sun Peaks with a framework in which to direct and invest human and financial resources. The strategies are reviewed annually by the Board to allow for adjustments and ensure relevance to the marketplace.

Awareness Consumer awareness is the single most critical step to attract the necessary new visitors to fill resort capacity and is the primary focus of TSP.

Events Execute events and attract 3rd party event producers to drive visitation.

Research Increase research and data analysis on investments, new market opportunities, and guest experience for the benefit of businesses.

Advocacy Monitoring and or participating in advocacy to influence policy.

2015–16 Familiarization Tours

20 Tourism Sun Peaks Annual Report

Suite 13–3250 Village Way, Sun Peaks British Columbia, Canada V0E 5N0Tel 250.578.5380 Fax 250.578.2552

www.SunPeaksResort.com/Tourism

We welcome your feedback and ideas anytime of the year.

Visit us at the Tourism Sun Peaks office located in The Residences at Sun Peaks Grand,

open Monday to Friday from 8:00am to 4:30pm.

Contact information is available online at SunPeaksResort.com/Tourism

Photo: Adam Stein

annual report 2015/16 - sun peaks resort 2016...part of our collective efforts developing that...

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