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Tourism Sault Ste. Marie
TOURISM SAULT STE. MARIE
TOURISM – ECONOMIC DEVELOPMENT
AN IMPORTANT PARTNERSHIP
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Tourism Sault Ste. Marie
TOURISM – ECONOMIC DEVELOPMENT
TOURISM
» MAIN FOCUS – MARKETING
» STAND ALONE VCB’S
» FUNDING FROM MUNICIPALITY
» SOME PRIVATE SECTOR CONTRIBUTIONS
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Tourism Sault Ste. Marie
TOURISM – ECONOMIC DEVELOPMENT
ECONOMIC DEVELOPMENT
» MUNICIPAL DEPARTMENT
» STAND ALONE NOT FOR PROFIT
» DEVELOPMENT FOCUSED
» SOME POSSIBLE TOURISM TIES
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Tourism Sault Ste. Marie
TOURISM – ECONOMIC DEVELOPMENT
THE “PERFECT WORLD”
» COMBINING EFFORTS
» FORWARD THINKING
» PROGRESSIVE BUSINESS PLANS
» BUILD ON EACH OTHER’S STRENGTHS
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Tourism Sault Ste. Marie
TOURISM – ECONOMIC DEVELOPMENT
SYNERGIES
» SHARING IDEAS
» ACCESSING FUNDING
» CONNECTIVITY TO BUSINESS COMMUNITY
» AVOID DUPLICATION
» BE PROACTIVE
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
EDC
Business TourismCorporate
Sault Ste. Marie Sault Ste. Marie
» 2 MAIN DIVISIONS OF THE CORPORATION
» MANAGEMENT/ADVISORY COMMITTEES
» REPORT TO CEO - BOARD
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
WHY DOES IN MAKE SENSE
– The biggest impediment to attracting tourists is the lack of infrastructure, the deterioration of existing infrastructure and the lack of forward thinking that keeps a destination fresh and considered “the place to go”
– “Been there – Done that”….bad bad bad
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
DEVELOPING PRODUCT
» TOURISM MARKETING HAS THE NEED FOR PRODUCT TO SELL TO THE CONSUMER
» ECONOMIC DEVELOPMENT CAN HELP SUPPLY THE TOOLS
» SSM BUSINESS SAULT STE. MARIE
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
DEVELOPING PRODUCT
» ECONOMIC DEVELOPMENT – TRYING TO ATTRACT INVESTMENT INTO THE COMMUNITY
» TOURISM DEPARTMENT CAN PROVIDE MARKETING SUPPORT, AND RESEARCH FOR DEVELOPMENT
» TOURISM CAN ALSO SUPPLY THE “LIFESTYLE” COMPONENTS THAT HELP ATTRACT COMPANIES
» ** TOURISM CAN ALSO BE THE KEY SOURCE OF
GOVERNMENT FUNDING FOR MANY COMMUNITY
PROJECTS
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
DEVELOPING PRODUCT - EXAMPLES
» ESSAR CENTRE
» SEARCHMONT RESORT
» AGAWA CANYON TRAIN TOUR COACH EQUIPMENT
» WEST END COMMUNITY CENTRE (INDOOR SOCCER)
» GATEWAY SITE DEVELOPMENT – TSSM LEAD
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
TOURISM A STRONG FOCUS IN SSM
– 2 million visitors per year
– Over $200 million in spending
– Over 3,500 direct jobs
– Over $24 million in direct taxes
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Tourism Sault Ste. Marie
SSM ECONOMIC DEVELOPMENT CORP
DEVELOPING A TOURISM DIVISION
– 2001 Tourism Sault Ste. Marie was born
– Strong buy-in from private sector
– Management Committee formed
– Municipal support increased
– EDC Board and CEO had the vision and understood the benefits
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Tourism Sault Ste. Marie
ORIGINAL TSSM STRUCTURE
TSSM ORIGINALLY WAS PRIVATE SECTOR PARTNERS PAYING THE FOLLOWING ON AN ANNUAL BASIS:
Full service hotels (10) $100 per room
Smaller Motels (11) $ 50 per room
Large Attractions ( 3) $50,000 each
Smaller Attractions (7) $2,000 - $7,000 each
Major Shopping Mall ( 1) $10,000
Total from Private Sector $400,000
From City of SSM $300,000
Total Budget $700,000
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Tourism Sault Ste. Marie
DESTINATION MARKETING FEE
• Instituted January 1, 2005
• Participants 10 Fully Branded Hotels (100% compliance)
11 Motels ( 90% compliance)
Generates approx $600,000 annually
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Tourism Sault Ste. Marie
BUDGET HISTORY
Revenues 2003 2005 2011
Municipal $300,000 $300,000 $300,000
Private $400,000 $200,000 $200,000
Prov/Fed Funds $200,000 $200,000 $500,000
DMF $600,000 $600,000
Totals $900,000 $1.3 mil $1.6 mil *
*Additional Government
dollars kick in
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Tourism Sault Ste. Marie
STRATEGIC PLAN DEVELOPMENT
•In cooperation with private sector partners a 5-year Tourism Strategic Plan was developed•Provided direction for marketing initiatives and product development
•Three “priority” strategies were identified, based on product strengths and geographical positioning:
•Attractions Packaging
•Meetings/Conventions/Sports Tournaments
•Outdoors/Linkages to the Algoma Region
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Tourism Sault Ste. Marie
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Tourism Sault Ste. Marie
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Tourism Sault Ste. Marie
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Tourism Sault Ste. Marie
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Tourism Sault Ste. Marie
TRANSLATES INTO SALES
Direct “package” sales
through private sector partners
• In 2010 over 6,500 two-night packages were sold
• Translates into over 13,000 visitor days for the city
• Represents over $2.6 million in direct tourism spending
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Tourism Sault Ste. Marie
TRANSLATES INTO SALES
NEW FOR 2011
Online Reservation System Introduced
through private sector partners
• To date over 680 two-night packages were booked online
• Just now getting into the peak season
• Making it simple for the consumer to book trips
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Tourism Sault Ste. Marie
TRANSLATES INTO SALES
2010 turned out to be one of the best year ever for SSM in terms of conventions and sports tournaments
• 10,311 delegates/participants
• $ 5.1 million direct spending
• Hosted: Finn Grand Festival,
Canadian Ladies Curling Championships
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Tourism Sault Ste. Marie
INFRASTRUCTURE DEVELOPMENT
• $500,000 towards building ESSAR Centre
• $100,000 towards upgrades at Searchmont Resort
• $50,000 purchase of professional basketball floor
• $25,000 purchase of Martial Arts Mats
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Tourism Sault Ste. Marie
JUST COMPLETED
AGAWA CANYON TOUR TRAIN
• $11.2 MILLION PROJECT
- CN Rail
-Ontario Government – NOHFC
- TSSM/SSMEDC
- Private Sector Tourism Partners
- Federal Government
• Purchased Ski Train From Denver
• Upgrades to coach equipment
• Onboard audio video technology
• **Re-launched June 2011
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Tourism Sault Ste. Marie
CURRENT FOCUS
GATEWAY PROJECT
• $30-50 MILLION PROJECT
- 14 acre parcel of land – waterfront SSM
-Mixed use development
- not for profit attraction
- Private Sector retail, dining, entertainment
- Federal and Provincial Government fuinding
• Study/ Business Plan Development under way
• Final report October 2011
• Important development to attract U.S. consumer back
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Tourism Sault Ste. Marie
99 FOSTER DRIVESAULT STE. MARIE ONTARIO, CANADA P6A 5X6
PHONE: (705) 759-5432 TOLL-FREE: (800) 461-6020
FAX: (705) 759-2185GENERAL EMAIL: [email protected]