Stakeholder Benefits Guide

Spirit Ridge Vineyard Resort & Spa • Osoyoos

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Table of ContentsIntroduction 5

Our Mission, Our Vision 6

Key Strategies 7

Stakeholder Categories 9

Stakeholder Benefits at a Glance 10

Training & Development 12

Marketing 15

Authentic Indigenous Arts Program 17

Aboriginal Travel Services 19

Partnerships 21

Stakeholder Requirements 22

AtBC Staff 24

Be Part of the Progress 26

Lakeshore Resort & Campground • Windermere

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IntroductionThe AtBC Stakeholder Benefits Guide is an overview of the important work of the Aboriginal Tourism Association of British Columbia.

By currently providing experience development, training, information resources, networking, and marketing programs, AtBC is a one-stop resource for Aboriginal entrepreneurs and communities in British Columbia. Furthermore, AtBC has a strong focus on authenticity, and offers the first Aboriginal travel agency in BC, created to give back to the communities.

AtBC is a non-profit, Stakeholder-based organization that is committed to growing and promoting a sustainable, culturally rich, Aboriginal tourism industry. With primary funding from the federal and provincial governments, AtBC assists new businesses with achieving Market-Readiness as well as promoting existing businesses provincially, nationally, and internationally.

The five pillars that make up AtBC are explained in this Guide showing why AtBC is recognized as a world leader of Aboriginal tourism.

Training & Development

Marketing

Authenticity Programs

Aboriginal Travel Services

Partnerships

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Our MissionProvide training, awareness, experience development and marketing to support a sustainable authentic Aboriginal cultural tourism industry in British Columbia while contributing to cultural preservation and economic development.

Our VisionA prosperous and respectful Aboriginal cultural tourism industry sharing authentic experiences that exceed visitor expectations.

T’ashii Paddle School • Tofino

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AtBC focuses on the following key strategies as part of the five-year strategy, The Next Phase:

• Push for Market-Readiness

• Build and Strengthen Partnerships

• Focus on Online Marketing

• Focus on Key and Emerging Markets

• Focus on Authenticity and Quality Assurance

• Regional Approach

Takaya Tours • North Vancouver

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AtBC divides Stakeholders into three main categories and five subcategories. Each type of Stakeholder has specific benefits, eligibility requirements*, and fees.

Stakeholder Categories

Developing Export-Ready ExperiencesAtBC strives to guide companies from a concept or idea, to a Export-Ready tourism experience. Therefore, AtBC uses the following four tiers to direct the process of building Export-Ready Aboriginal cultural tourism experiences.

Non-Voting StakeholdersThe annual fee for Non-Voting Stakeholders is $99 + GST (if applicable).

Associate StakeholdersIndustry partners and community organizations.

Arts & Culture StakeholdersArtists, performers, and craftspeople.

Emerging StakeholdersTier 1 and Tier 2 businesses.

Voting StakeholdersThe annual fee for Voting Stakeholders is $499 + GST (if applicable).

Marketing StakeholdersTier 3 (Market-Ready experiences)

Export StakeholdersTier 4 (Export-Ready experiences)

Honorary StakeholdersAn Elder or an Aboriginal organization.

These distinctions are made in order to provide the appropriate support and to constantly push for higher standards and consequently higher profit for our Stakeholders.

* See Pg 22 for details

Tier 1 — Conceptual Start-Up PhaseExperience is undeveloped/business has not yet started, but there is an interest in exploring Aboriginal cultural tourism as an economic development opportunity.

Tier 2 — Visitor-ReadyBusiness is operating, but does not have a Market-Ready experience; there are clear gaps in terms of Market-Ready standards, hospitality, and service levels.

Tier 3 — Market-ReadyBusiness is operating and meets Market-Ready criteria, and will be fully integrated into provincial and some international AtBC marketing efforts.

Tier 4 — Export-ReadyBusiness and experience meet Export-Ready criteria and will be fully integrated into international marketing activities such as Travel Trade and Travel Media.

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Honorary Associate Arts & Culture Emerging Marketing Export

Stay connected via email updates • • • • • •Profile on AtBC’s corporate website • • • • • •Access to industry research • • • • • •Access to AGM + Stakeholder Forums • • • • • •Business development support • • • •Participation in special events • • • •Access to development workshops • • • •Marketing programs • •Listing on AtBC consumer website • •Inclusion in AtBC’s Aboriginal Experiences guide • •Access to promotional material & print pieces • •Access to AtBC’s images and video footage • •Voting rights* • •Eligible for board nomination* • •Opportunity to be sold by ATS* •Participation in Travel Trade, media, FAM tours •

Stakeholders

Non-Voting Voting

Benefits

*After 12 months participation in an AtBC Marketing Program

Stakeholder Benefits at a Glance

Xwisten Experience Tours • Lillooet

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1 Honorary and Associate Stakeholders• Stay connected with what is happening in the Aboriginal

tourism industry in BC via regular email updates from AtBC

• A profile for the supporting organization on the AtBC corporate website with a link to its own website

• Access to the latest and most relevant tourism industry research

• Access to attend the AtBC Annual General Meeting plus Stakeholder Forums

2 Arts & Culture, and Emerging StakeholdersOn top of the Associate Stakeholder benefits, Arts & Culture, and Emerging Stakeholders are also entitled to:

• Consideration for business development support from AtBC staff

• Access to participation in special events

• Access to development workshops

3 Marketing StakeholdersIn addition to receiving all the previously mentioned benefits, AtBC also provides the following benefits for our Marketing Stakeholders:

• Inclusion in AtBC’s marketing programs: advertising, consumer email marketing, web, social media, news releases, stories in media outlets and participation in special events

• Listing on the AtBC’s consumer website

• Inclusion in AtBC’s Aboriginal Experiences guide; with a provincial, national and international distribution

• Access and use of promotional materials and other print pieces

• Access to AtBC’s images and video footage; accessible on AtBC’s image library

• Voting privileges and eligibility for board nomination within the Association after 12 months of participation in an AtBC Marketing Program

4 Export StakeholdersExport Stakeholders receive all the benefits of Marketing Stakeholders as well as:

• Opportunity to be packaged and sold by Aboriginal Travel Services (ATS) – AtBC’s official travel agency

• Representation at travel trade shows, media marketplaces and inclusion in familiarization tours

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Since AtBC’s inception, the development and provision of training and development programs has been considered part of the organization’s mandate and one of its foundational strategies to build a sustainable, culturally rich, Aboriginal tourism industry.

In order to develop more Market-Ready authentic Aboriginal cultural tourism experiences, AtBC offers 12 programs which address the wide range of needs and levels of market readiness of AtBC Stakeholders.

Some programs are facilitated directly by the AtBC team and in other cases, AtBC is a portal for one-stop direction to qualified consultants, facilitators and educational institutions that will best serve the needs of Aboriginal communities, entrepreneurs, and employees.

The three Community Programs help explore the potential of Aboriginal cultural tourism, build community support, and establish cultural sharing protocols.

The five Entrepreneurial Programs cover an introduction of entrepreneurship, feasibility analysis, business planning, skills development, and on call support for new and existing businesses.

The four Employee Programs focus on youth, front-line service, local culture sharing, and first aid.

To push for market readiness, funding may be available for eligible Aboriginal tourism experiences.

For more information on Training and Development options, please contact:

Teresa RyderManager, Training & DevelopmentTeresa@AboriginalBC.com

Training & Development

AboriginalBC.com/Corporate/Info/Training-and-Development

Salmon n’ Bannock Bistro • Vancouver

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Haida Heritage Centre • Haida Gwaii

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MarketingAtBC’s marketing strategies are dedicated to raising awareness of the diverse and enriching Aboriginal tourism experiences available in British Columbia. AtBC communicates directly to consumers, Travel Trade, and Travel Media in key and emerging markets, thereby creating interest in Aboriginal tourism and driving business directly to AtBC’s Marketing and Export Stakeholders.

Consumer MarketingWith a focus on online marketing and through integration of advertising, web, social media, email marketing, print materials and promotions, AtBC’s consumer marketing tactics drive awareness of Aboriginal tourism in BC as well as direct consumer bookings for AtBC’s Marketing and Export Stakeholders.

Travel TradeAtBC promotes Aboriginal tourism and AtBC’s Export Stakeholders to receptive tour operators, tour operators, travel agencies and other third party sales channels with the goal to grow Aboriginal experience inclusions in travellers’ itineraries and packages.

Travel MediaAtBC works to inspire and educate travellers by bringing Aboriginal tourism experiences to life through content and story ideas in key outlets including print, broadcast and digital distributions. AtBC develops key relationships with media to positively influence editorial and broadcast coverage from both domestic and international media, which increases awareness of Aboriginal tourism and individual Marketing and Export Stakeholders.

For more information on Marketing, please contact:

Dana SchoahsManager, Marketing & Market DevelopmentDana@AboriginalBC.com

“We became an AtBC Stakeholder from the very moment we created our cultural tourism business on Haida Gwaii. Within our first operating season (2012), we clearly saw the benefits of AtBC’s expert level of marketing assistance. We have since witnessed a strong growth in bookings and a healthy increase in interest from the international travel trade. Haaw’a AtBC!”

— Haida House at Tllaal, Haida Gwaii

AboriginalBC.com/Corporate/Info/Marketing

Ahtsik Native Art Gallery • Port Alberni

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AUTHENTIC INDIGENOUS

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The Authentic Indigenous Arts Program is an AtBC initiative aimed at providing a simple way of clearly identifying authentic Aboriginal art. It is designed to educate consumers, travellers and resellers on the positive community impact of buying authentic Aboriginal art and crafts; to influence them to seek out and purchase authentic Aboriginal products in British Columbia; and to nurture economic and cultural sustainability in First Nations, Métis, and Inuit communities throughout the province.

Authentic Indigenous products will be easy to spot as they will bear the Authentic Indigenous tag or label. Artists, sellers and producers are working together to include Authentic Indigenous tags and labels with all products that are designed, produced and/or distributed by Aboriginal artists. The Authentic Indigenous Arts Program will protect and honour Aboriginal culture in British Columbia for future generations.

For more information on the Authentic Indigenous Arts Program, please contact:

Victoria MorganArtisan CoordinatorInfo@AboriginalBC.com

Authentic Indigenous Arts Program

AuthenticIndigenous.com

Wya Point Resort • Ucluelet

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Aboriginal Travel Services (ATS) is a full-service travel agency focused on the business and leisure needs of companies, organizations, and individuals throughout Canada.

Located on Coast Salish Territories in downtown Vancouver, ATS is a First Nations-owned and operated agency reinvesting profits into Aboriginal communities through AtBC by way of youth scholarships in tourism and hospitality.

With industry leading technology and comprehensive travel management services, ATS is proud to share culturally rich authentic Aboriginal experiences while providing hassle free booking services for everything from hotels to car rentals, flights, and package deals.

AtBC Export-Stakeholders can be packaged and sold by ATS.

To book your next trip, please call or go to:

AboriginalTravelServices.comLocal: (604) 678-4890 Toll Free: 1 (855) 319-4552

For more information on ATS, please contact:

Cecilia PointFinance and Project SpecialistCecilia@AboriginalBC.com

“I’m excited for the Aboriginal Travel Services agency to launch its operation and know this much needed service will add to the wealth and well-being of our communities.”

— Chief Clarence Louie, Osoyoos Indian Band

“As someone who travels a lot, I enjoy using this service, whether for trips within BC or business trips around the world.”

— Wade Grant, Musqueam Indian Band

Aboriginal Cultural Festival • Victoria

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AtBC recognizes that Aboriginal cultural tourism in British Columbia can only grow, prosper and become sustainable through the cultivation of partnerships with other organizations who are also committed to the success of tourism in the province. Therefore, AtBC continues to develop partnerships and collaborate with industry partners to leverage experience development, training and marketing efforts to strengthen the Aboriginal tourism industry in British Columbia.

AtBC’s partnership priorities include:• Strengthening existing partnerships with the Provincial and Federal governments to support

the Provincial and Federal tourism strategies

• Developing and expanding partnerships with Destination BC, Canadian Tourism Commission, Regional Destination Marketing Organization, and other Destination Marketing Organizations to drive awareness of Aboriginal tourism throughout BC and Canada

• Developing and expanding national and international partnerships

• Assisting Aboriginal communities throughout the province in economic development initiatives related to tourism

• Creating and expanding partnerships with educational institutions with a focus on Aboriginal youth

• Planning and activating Aboriginal cultural events in key gateway areas such as Vancouver, Victoria, and Kelowna

• Initiating collaborations with other tourism businesses through Aboriginal Travel Services

• Working with retailers and sellers throughout the province via the Authentic Indigenous Arts Program

Partnerships

For more information on Partnerships please contact:

Paula AmosDirector, Operations & PartnershipsPaula@AboriginalBC.com

AboriginalBC.com/Corporate/Partners

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Associate Stakeholders: Must be a supporter of Aboriginal tourism, AtBC and AtBC Stakeholders.

Arts & Culture Stakeholders: Must be a self-identified Aboriginal person with an interest in sharing art and culture that is true to their own identity.

Emerging Stakeholders: Must be an at least 51% Aboriginal-owned tourism business with an interest in achieving Marketing Stakeholder status. This requirement is in place to ensure the cultural authenticity of the experiences can be marketed by AtBC.

Marketing Stakeholders: Must meet (at minimum) the Emerging Stakeholder requirements and meet the following Market-Ready criteria:

• Has been operating in a safe and professional manner for at least one year

• Carries adequate insurance totalling no less than 2 million in liability

• Has current business and operating licenses, registrations and permits

• Has a website that honestly and accurately represents an Aboriginal tourism business

• Accepts credit cards and debit cards as means of payment

• Handles reservations/inquiries by telephone, fax and email on a year-round basis

• Handles and is able to provide confirmation of booking arrangements within 24 hours

• Has a product that is of interest to tourists, both domestic and international

Stakeholder Requirements

Honorary Stakeholders: An Elder or an organization that has contributed significantly to the pursuit of the Association’s purposes can be nominated by the board to become an Honorary Stakeholder for one year or for life.

Nakwakto Rapid Tours • Port Hardy

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Export Stakeholders: Must meet Market-Ready criteria and undergo a thorough review of the experience(s) to ensure the following Export-Ready criteria are also met:

• Be in business for at least one year, with a proven track record for safe and professional operation

• Demonstrate an adequate budget and marketing plan

• Understand the roles played by receptive tour operators, tour operators, travel wholesalers, and retail travel agents and understand rack or retail pricing, agent commissions and wholesale net rates at each level

• Be willing to include receptive tour operators in the marketing and sales plan and provide contracted wholesale net rates to receptive tour operators

• Provide detailed pricing and program information to tour operators and wholesalers at least one year in advance of selling season

• Be prepared to set up billing arrangements with the tour operator, wholesale agency or receptive tour operator

• If planning to pursue group business, ensure ability to accommodate and adapt to the needs of the market (e.g. tour bus access and parking, washroom facilities, maximum group size, group pricing, and frontline staff that speak the language of target markets)

• Carry adequate insurance (receptive tour operator can sometimes add suppliers to their existing policies at nominal cost)

• Provide support (free or reduced rates) for international media and travel trade familiarization tours

• Offer currency exchange rates consistent with industry norms

AtBC provides training for Marketing Stakeholders to help become Export-Ready.

To review your Stakeholder Requirements please contact:

Melanie BinghamProject AssistantMelanie@AboriginalBC.com

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Marketing

Corporate Team

AtBC Staff

Craig van der MerweTechnology Specialist

◦ Social Media ◦Web Support

Craig@AboriginalBC.com(250) 338-3038

Dana SchoahsManager, Marketing & Market Development

◦Marketing ◦ Export-Ready Product Development

Dana@AboriginalBC.com(604) 921-1070

Keith HenryChief Executive OfficerKHenry@AboriginalBC.com(604) 921-1070

Paula AmosDirector, Operations & Partnerships

◦ Partner Relationship Development ◦ Planning Events & Activation Management

Paula@AboriginalBC.com(604) 921-1070

Henry TsoChief Financial OfficerHTso@AboriginalBC.com(604) 921-1070

Linda CallaExecutive Assistant

◦ Assistant to AtBC’s CEOLinda@AboriginalBC.com(604) 921-1070

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Training & Development

The Authentic Indigenous Art Program

Projects & New Stakeholders

Aboriginal Travel Services & Project Support

Teresa RyderManager, Training & Development

◦ Key Contact for all Stakeholders ◦ 12 Training & Development Programs

Teresa@AboriginalBC.com(604) 921-1070

Victoria MorganArtisan CoordinatorInfo@AboriginalBC.com (604) 921-1070

Melanie BinghamProject Assistant

◦ Stakeholder Engagement ◦ Project Coordination

Melanie@AboriginalBC.com(604) 921-1070

Cecilia PointFinance & Project Specialist

◦ Book Keeping / Financial Reporting ◦ Project Manager, Aboriginal Travel Services

Cecilia@AboriginalBC.com(604) 921-1070

Scott RobertsVice President, Aboriginal Travel Services

◦ Supplier Relations ◦ Business Development

Scott@AboriginalTravelServices.com(604) 678-4892

David RossTravel ConsultantDavid@AboriginalTravelServices.com(604) 678-4890

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AtBC encourages all interested individuals, businesses, and organizations to work together with AtBC to help grow British Columbia’s Aboriginal cultural tourism industry. Through committed partnerships, all Stakeholders benefit and communities in every region of the province will see increased prosperity.

The Aboriginal Tourism Association of British ColumbiaSuite 707 – 100 Park Royal SouthWest Vancouver, BC CanadaV7T 1A2

Local: (604) 921-1070Toll Free: 1 (877) 266-2822Info@AboriginalBC.comAboriginalBC.com

Be Part of the Progress

West Coast Expeditions Kayaking Tours • Kyuquot Sound

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‘Namgis Burial Grounds • Alert Bay

AboriginalBC.com • #AboriginalBC