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Executive Director’s Annual Report 2012-13 Nelson Kootenay Lake Tourism Society

January 23, 2013 – Annual General Meeting

Nelson Kootenay Lake Tourism Society is a not-for-profit self-sustaining Destination Marketing Organization. It is industry-funded, research-based and membership-driven, covering an area from Nelson (including Whitewater Ski Resort and Baldface) Balfour, Proctor, Harrop, Ainsworth, Kaslo and Meadow Creek/Lardeau Valley.

Vision To generate awareness and a desire to travel to Nelson Kootenay Lake region as a four season destination.

Mission The mission of the Nelson Kootenay Lake Tourism Society is to create a healthier sustainable tourism industry for the Nelson Kootenay Lake region through innovative marketing initiatives.

To attract visitors to the Nelson Kootenay Lake area for the purpose of enhancing the local economy through the purchase of room nights, food and beverage, retail items, transportation, and visitor services.

Board of Directors 1. Joy Barrett (Cultural Development Commission) 2. Gary McCandlish (Balfour Historical Society and Business Association) 3. Maureen Crawford (Willow Point Beach House) 4. John Dutton (Nelson Whitewater Rafting Company) 5. Chris Drysdale (Cloudside Inn) 6. Debra Hamilton (Kaslo Chamber) 7. Karen LeMoel (Ainsworth Hot Springs Resort) 8. Ryan Martin (Hume Hotel/Best Western) 9. Anne Pigeon (Whitewater Winter Resort) 10. Kim Palfenier (Nelson Regional Sports Council) 11. Tom Thomson (Nelson and District Chamber of Commerce) 12. John LeBleu (Prestige Lakeside Resort and Prestige Inn)

Organizational Summary NKLT was composed of 12 board members, an executive director and numerous contractors. This team worked together developing and implementing marketing initiatives, community awareness and partnerships.

The Executive Director’s contract was renewed, extending Dianna Ducs’ employment for two more years, until June 30, 2015. In addition, her 32 hour work week was increased to 40 hours to better accommodate the work load.

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The social media contractor changed from Andrea Kennedy to Brittany Robins. The website is still hosted and managed by Gary Browning of Soho Portal, but the day-to-day website content changes are completed by Brad Higham. Additional contractors were hired throughout the year to keep NKLT evolving. Working as a team, sharing ideas, and discussing strategies and creative direction allowed us to meet our goals and make high level decisions on opportunities and challenges.

Goals:

1. Meet or exceed best practices of other DMOs: a. Leveraged visibility and finances with 77 partners from the local community; b. Won the Best Ski Town in North America title; c. Received KRT 2013 Award of Excellence for Best Community Initiative (Best Ski Town

campaign); d. Continued to support the ever improving Spokane Shuttle; e. Created a breathtaking video of the area capturing all four seasons; f. Supported a Teton Gravity Research video representing top places to ski in North

America. 2. Reach Key markets:

a. Location: Alberta up to and including Edmonton; Southern BC including Vancouver; and Northwest Pacific – Spokane, Idaho, Washington

b. Audience: families, adventurers, seniors/boomers 3. Use effective and efficient methods to reach markets:

a. Digital ads, magazines, newspaper, social media, online ads, trade shows b. Contests: seasonal photo submissions, Best Ski Town sticker photo location, NBC Haiku.

Kootenay Calendar, etc. Our correspondence tells us we reached people across North America in locations such as Michigan, Vermont, Washington, Kelowna, Kamloops, Calgary, Trail, etc.

c. Surveyed partners for input into 2013 marketing plan. See Appendix D. d. Added the word ‘Tourism’ to the branding for better clarity of the organization.

4. Increase Funding: a. 77 partners (added 44 partners this fiscal) See Appendix A. b. 17 are Municipal and Regional District Tax (MRDT) accommodators and 60 are

businesses/accommodators. There are 37 accommodators collecting the MRDT in areas D, E, F.

5. Host FAM tours: a. DBC and KRT initiatives: UK, USA, Canada, China

6. Utilize KRT marketing opportunities: a. Leveraged marketing opportunities: tradeshows, google places, ski magazines,

motorcycle booklet b. Leveraged Community Tourism Opportunities (CTO): Nelson Xmas lights, Kaslo East

Shore ferry landing sign, Kaslo May Days website, summer campaign, Scrim in Nelson, Best Ski Town campaign, Emarketing strategy, Four Seasons Video

7. Package with partners: a. Created online contests with accommodators, spas, restaurants, golf, rafting, skiing and

retailers b. Targeted print advertising for golf, cycling, health and wellness, motorcycle, skiing

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8. Leadership: a. Developed relationships with stakeholders, City Council, environmental organizations,

West Kootenay Tourism Alliance, and other DMO’s to stay informed and engaged in the activities of BC and our local communities and abroad.

Marketing Summary The marketing initiatives in 2012-13 covered a variety of media reaching our targeted audiences through magazine, newspapers, online advertising and digital (social media) promotions. The following is a summary of our initiatives that promoted NKL area as a four-season destination.

Advertising/Social Media

• Magazine: International Selkirk Loop, Visitors Choice, KMC, CMC, Belt Drive Betty, Rocky Mountain Rider, BC Adventure Guide, KRT Travel Guide, Nelson Hotel Directory, Spokesman Review, Northwest Travel, XTRA, VanDop, Avenue Magazine – Calgary & Edmonton, Kootenay Biz

• Newspapers: community papers through Blackpress and Glacier Media in AB and BC, Nelson Star, Pennywise, Calgary Herald and Edmonton Journal Golf ad, Calgary Herald Health & Wellness supplement

• Online Ads: community websites through Blackpress and Glacier Media in AB and BC, Outdoor NW, Northwest Travel, Castanet, I Love Nelson, Sandpoint

• Facebook: 1907 to 5062 this fiscal. See Appendix B for additional information • Twitter: from 320 to 740 followers • Newsletter: emailed monthly and written by outside contractor • Advertisements: See samples of advertisements in Appendix C

Website

• Over 38,000 visitors and 88,000 page views, 2 min. per visit, 79.8% unique visitors. o Website visits in order of most to least: 14% Nelson, 10% Kelowna, 8% Calgary, 4%

Edmonton, 2.4% Cranbrook, 2.2% Penticton, Toronto, Victoria, Spokane, Trail, Kamloops, Surrey, Burnaby, Lethbridge, Seattle, North Vancouver, Richmond, Montreal, Red Deer, Ottawa, Saskatoon, Fort McMurray, Creston, etc

o Link building needs to continue to be monitored and increased

Photography and Video

• Landscape and event images – over 20 purchased • 4 minute all season video plus a one minute fall and a one minute spring/summer/fall video • Winter video with Teton Gravity Research – distributed to millions in the USA on TV and

online across the world

Trade Shows/Conferences

• Calgary Outdoor Show - March 2013 • Vancouver Outdoor Show – March 2013 • Calgary Bride Show – September 2013

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• KRT AGM – October 2013

FAM Tours • Westjet-UP Magazine, Powder Magazine, Toronto Star, Ski Magazine USA, The Province,

Vancouver Sun, Chinese TV Star, Mountain Biking Magazine, S-Mag - Holland, GoCanada, GLANS media – Holland, Mattias - Sweden, Royal Auto Magazine, San Francisco Bay area, Ski.com, Chinese TV Show – Be A Star

Future As we move forward we intend to continue to meet our goals, while keeping the vision and mission front of mind. Contractors will continue to be employed for specific tasks, new and creative marketing ideas will be addressed, additional content for the website will be created, SEO updated, and website optimization adjusted as required.

Marketing Plan for 2013-14 is as follows:

Partnerships

• Continue to increase partnerships through online newsletter, offer free courses, provide community support and engagement, and face-to-face interaction at meetings and events

• Complete another spring partner survey • Increase partnership advertising opportunities • Get more accommodators engaged and on our website (17 of 37 are partnered) • Build stronger partnership relationships with cat and heli-ski companies

Funding

• MRDT – 2% • Canada Summer Works Employment program or Get Youth Working program • Website advertising from partners • Continue leveraging KRT and DBC funding options • Continue marketing through partnered advertising

Marketing Initiatives

• Festivals and Events Video – 2 minutes • Vacation Planner magazine – annually printed • Monthly Newsletter – emailed to subscribers and partners (over 600 in database) • Event facilities and accommodation document • Contests • Instagram • Shuttle from Nelson to Spokane – Winter • Blog: 108healththingstodo.com • Motorcycle forum content • Kootenay Golf Trail – support and promote

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• Powder Highway – support and promote • West Kootenay Tourism Alliance – support and promote • Tradeshows, Calgary and Vancouver Outdoor Shows, plus the Spokane Motorcycle Show,

Calgary and Edmonton RV and Fishing Shows, and Spokane Golf Show • Revamp Smugmug – media and partner photo library • Kaslo and Balfour Events: Whiteout 2014, Jazz Fest, Guitarfest, Artwalk, Sufferfest, Fishing

Derby, May Days, Logger Days, Canada Day, Golf Tournaments • Nelson Events: WH2OColdsmoke, WH2O Winter Carnival, Kootenay Spirit Festival, Markets,

Artwalk, Elephant Mountain Literary Festival, Fat Tire Festival, Shambhala Music Festival, Capitol Theatre performances, Nelson Overture Concert Series, Canada Day, Golf Tournaments, Touchstones Exhibits, Turkey Sale

• Weddings – all year round • Civic Theatre ads – community and tourist awareness • Heritage Walking Tours and Sculpture Tours map • Hiking map • Monitor link building – ensure all partners link to us from their websites • Responsive, CMS structured website will be developed with adjusted content and SEO to

improve searchability and the viewers experience.

Feedback We value your participation and opinions. For NKLT to meet the needs of the communities and its stakeholders, please send us an email or give us a call anytime. Let us know what we are doing well, and other ideas we should consider to help promote the region.

info@nelsonkootenaylake.com | 250.352.7879

Dianna Ducs

Executive Director

Nelson Kootenay Lake Tourism Society

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Appendix A – 2012-13 Partners 1. Academy of Classical Oriental Sciences 2. Adventure Hotel 3. Ainsworth Hot Springs Resort 4. Ainsworth Motel 5. All Seasons Cafe 6. Alpine Inn & Suites 7. Baldface Lodge 8. Balfour & District Business & Historic Association 9. Balfour Golf Course 10. Bellaflora 11. Best Western Plus Baker Street Inn & Convention Center 12. BITE 13. Black Productions 14. Blaylock Mansion Ltd. 15. Capitol Theatre Restoration Society 16. Cloudside Inn 17. Cody Cave Tours Ltd 18. Dock 'n' Duck Pub & Grill 19. Footsteps Eco Adventures 20. Gerick Cycle & Ski - Nelson 21. Grounded coffee house 22. Hume Hotel 23. International Selkirk Loop 24. Kaslo & Area Chamber of Commerce 25. Kaslo Hotel 26. Kaslo Jazz Etc. Festival 27. Kaslo Kayaking 28. Kaslo Motel 29. KDG Photography 30. Kootenay Climbing Association 31. Kootenay Lake Historical Society 32. Kootenay Lakeview Lodge 33. Kootenay Valley Helicopters Ltd. 34. Kootenay Writers Society 35. Lakeshore Homes Inc. 36. Life Moments Photography 37. Lokel Hair Studio 38. Mistiso's Place Vacation Rentals 39. Mountain Baby

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40. Mountain Hound Inn 41. Mountain Waters Spa and Wellness 42. Nelson Athletic Association 43. Nelson Brewing Company 44. Nelson Chamber of Commerce 45. Nelson Civic Theatre Society 46. Nelson Cycling Club 47. Nelson Electric Tramway Society 48. Nelson Overture Concert Society 49. Nelson Regional Sport Council 50. Nelson Selects Rep Soccer 51. Nelson Star 52. Nelson Whitewater Rafting Co. 53. North Shore Inn 54. Oso Negro 55. Prestige Inn Nelson 56. Prestige Lakeside Resort 57. Rocky Ledges on the Lake 58. Sanderella's Boutique & Starbird Teahouse 59. Selkirk College 60. Selkirk Wilderness Skiing Limited 61. Shambhala Music Festival 62. SkinBliss Laser & Body Clinic 63. Snowwater heli Skiing 64. Stellar Heli Skiing 65. Summit Mountain Guides 66. The Heritage Health Centre 67. Toad Rock Campground 68. Touchstones Nelson: Museum of Art and History 69. Valhalla-Pure Outfitters 70. Villa Motel 71. Village Ski Hut 72. West Kootenay Regional Arts Council 73. White Grizzly Cat Skiing 74. Whitewater Ski Resort 75. Willow Point Beach House B&B 76. Wing Creek Resort 77. Wink Wink Events

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Appendix B – Facebook Analytics

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Appendix C – Advertisement Samples

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Appendix D – 2013 Spring Partner Survey Data