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Home My WebLink About2021-02-12Clarington ape CLARINGTON TOURISM ADVISORY COMMITTEE Members Present: Regrets: Staff: Guests: Minutes of Meeting February 12, 2021 9AM Teleconference Fred Archibald, Chair Petra Schwirtz Ann Harley Bonnie Wrightman, CBOT Laura Holmes Christine McSorley Councillor Ron Hooper Brandon Pickard, Durham Tourism Amy Verwey Kim Neziroski Evan King Ashlee Kielbiski, Tourism Programmer and Staff Liaison Laura Knox, Tourism Coordinator Margaret Zwart, Councillor Tracey Werry, Durham Farm Fresh Rob Alexander, Durham Farm Fresh 1. Call to Order o Meeting was called to order 9:02 AM 2. Adoption of Agenda Moved by, Christine McSorley, seconded by, Ron Hooper That the agenda for February 12, 2021 be adopted. Carried 3. Approval of December 12, 2020, Meeting Minutes Moved by, Petra Schwirtz, seconded by, Christine McSorley: That the meeting minutes of December 12, be approved. Carried 4. Presentations: Tracey Werry and Rob Alexander of Durham Farm Fresh Durham Farm Fresh (DFF) is a not -for -profit membership organization representing farms, farmers' markets, retailers, chefs and restaurants located within Durham Region. Established in 1993 by a group of forward -thinking farmers with support from the Region of Durham's Economic Development department to help local producers, and others committeed to local food market their local products to the local community. It is one of the longest standing, most successful local food marketing associations in the province. DFF is actively involved in local agricultural fairs, local food events, signage and education and training. Marketing/Brochures: o In 2020, DFF printed 75,000 guides distributed through Durham Region. o The target market is Durham Region but expanding. A diverse range of customers includes young families to young at heart looking for fresh healthy foods and an outing that is fun, affordable, and educational. o They have received grants: Trillium Foundation, Local Food Fund, Friends of the Greenbelt and these offer more marketing opportunities such as bus shelter signage, movie trailer advertising, truck wraps, radio ads. o Gates Open event began in 2006 and is DFF's most successful event. It won a Premier's Award for Agri -Food Innovation in 2008. It provides people with an opportunity to visit farms and learn about how their food is grown. o Two new Clarington farms joined DFF this year: Sargent Creamery and Almet Farms. o A growing challenge agricultural businesses see is mistrust and fear by consumers. DFF suggests a way to support the agricultural community is to amplify social media posts by resharing, offer DFF brochures, be present at events to promote agri-tourism. Be willing to partner in funding applications (where applicable,) celebrate, educate and help reinforce Clarington as a leader in fostering growth in the agri-tourism sector. Questions regarding presentation: • Councillor Hooper advised that the Bowmanville BIA has always worked with and valued the agricultural community through events such as MapleFest, AppleFest and Bluesberry • Christine shared the importance of being aware of DFF and sharing on social media to do our part to help TAC will work with DFF and Durham Region to increase Clarington producer participation at the 2021 Gates Open event, which will happen virtually or in person. To work together in planning the culinary passport and provide support roles for these events. Tourism staff to meet with Durham Region and DFF to discuss the next steps. Update from Durham Region — Brandon Pickard During COVID, farms pivoted well, farms and outdoor activities, as they were one of the safest activities during the pandemic. We are prepping for a similar summer in 2021 and can expect these same experiences to be popular. Durham Tourism is utilizing Crowdriff to showcase user -generated content. This platform makes resharing easier and furthers the reach of each post. o A Valentine's campaign, including 97 businesses in the Region, saw 65,000 views on Facebook and 30,000 on Instagram. o Shop in Durham holiday video with DFF saw 20,000 views on Facebook. o A short 1-2 minute video in partnership with DFF and Archibalds and one with Prestonavale Tree Farm reached 20,000 people . Agri -tourism research paper going to Council on mixed farm uses The Region is working with the Culinary Tourism Alliance Ontario on A Great Taste of Ontario passports. These are downloadable passports on your phone via text messages. As you complete the passport, you can win locally made Ontario prizes. There is a current pause in promotion not to promote movement during the shutdown. Update from Clarington Board of Trade — Bonnie Wrightman The Clarington Board of Trade supports and promotes the agriculture sector in a variety of ways. By raising awareness and making connections in the agricultural community in Clarington. • Familiarization tours • Youth engagement: building tomorrow's workforce • Producing videos: promoting assets, raising awareness, and teaching how to respect the agricultural sector • Clarington's Annual Food Week: celebrating local food and supporting local producers. The fifth annual event will be August 16-22, 2021. • Clarington Barn Door Directory: a comprehensive list of Clarington's agriculture and food processing industry • Sharing resources, events, best practices • Promotion for business attraction Partnerships with OMAFRA, Durham Farm Fresh, Durham Farm Connections, Clarington Agricultural Advisory committee, Ontario Tech University and Durham College, Durham Agricultural Advisory Committee, Durham Federation of Agriculture, Ontario Soil and Crop Improvement Association Update from Clarington Agriculture Advisory Committee — Petra Schwirtz Petra and Ashlee attended the Clarington Agricultural Advisory Committee meeting to speak about TAC and Clarington Tourism's focus on agri-tourism this year. Before the meeting, we asked for suggestions on how we can support agriculture -based tourism in Clarington. The Agricultural Committee was very receptive and had members provide suggestions and are looking to be involved. We are currently following up with them on the next steps. We will continue to update the Clarington Agricultural Advisory Committee on our plans and how we can continue to work together to further our collective goals. 5. Other Business • Ann asked about the Corporate Branding Strategy. Staff provided an update on the Strategic Plan about branding. "At a meeting held on February 8-9, 2021, the Council of the Municipality of Clarington approved the following Resolution #GG-066-21: That Report CAO-001-21 be received; That the Municipality of Clarington advertise for a Steering Committee regarding municipal branding strategies; That the Steering Committee be composed of local individuals who have a connection to branding and marketing; That the Steering Committee work in conjunction with the Tourism Advisory Committee, Clarington Board of Trade, and Business Improvement Areas, to assist in achieving a branding identity." o Staff will provide more information as it is made available. Councillor Hooper asked if we collect statistics or metrics for our advertising, as the topic is important to Council. Yes, statistics from social media are recorded and reviewed. Examples of agri-tourism social media engagement include: Facebook Impressions: o Great Apple Adventure 2019: 124, 027 o Rediscover Clarington Fall 2020: 340, 879 Video Blogs: o Nine agri-tourism focused vlogs in 2019: 21, 258 views o Seven agri-tourism focused vlogs in 2018: 21,000 views 6. Date of next meeting: • Date to be confirmed and Ashlee Kielbiski to send information early in March 7. Motion to adjourn Moved by Ann Harley, seconded by Petra Schwirtz. Carried. The meeting concluded at 10:38 a.m.