HomeMy WebLinkAbout2019-09-26 MinutesClarington
CLARINGTON TOURISM ADVISORY COMMITTEE
Minutes of Meeting
September 26, 2019, 7 p.m.
MAC Meeting Room 1A
Members Present: Petra Schwirtz, Co -Chair
Ann Harley
Christine McSorley
Evan King
Kim Neziroski
Bonnie Wrightman, CBOT
Amy Closter
Regrets: Fred Archibald, Chair
Ron Hooper, Councillor
Erin Senior
Kristyn Chambers, Durham Tourism
Staff: Ashlee Kielbiski, Tourism Programmer
Laura Knox, Tourism Coordinator
1. Call to Order
x Meeting called to order — 7 p.m.
2. Adoption of Agenda
Moved by, Ann Harley, seconded by, Christine McSorley:
That the agenda for September 26, 2019, be adopted.
Carried
3. Approval of June 27, 2019, Meeting Minutes
Moved by, Ann Harley, seconded by, Evan King:
That the meeting minutes of June 27, 2019, be approved.
Carried
4. Presentations
- None
5. New Business
1
Review Council decision regarding the Memo entitled: Tourism Advisory
Committee Recommendation
- Council approved the recommended Tourism Strategy and initiatives at
the September 16, 2019 meeting.
- Council asked questions on branding, timelines, and if the Tourism
Advisory Committee would be part of the process to develop a brand.
x Update on Clarington Branding Strategy
- CAO Andy Allison to facilitate a branding discussion and brainstorming
at the next Tourism Advisory Committee.
- TAC committee would like to be prepared for the conversation with
community outreach done before the meeting date.
- The Tourism Advisory Committee would like to see a new Clarington
Brand completed by the Maple Fest (May) for the upcoming tourism
season in Clarington. Creative ideas include 'Clarington; everything is
possible.'
- The committee is eager to participate in the facilitated branding session,
suggestions that the meeting should take place as soon as possible, in
late October.
Motion Petra, motion to propose holding the facilitated session with the CAO
proposed for October 22nd or 24tH
Moved by Petra Schwirtz, seconded by, Ann Harley:
Carried.
In preparation for the facilitated discussion, the Tourism staff and
committee will bring a small survey to AppleFest on October 19 to gain
feedback from the community
i. Community Outreach questions could read: What is Clarington to
you? Why do you like Clarington? Do you recommend Clarington
as a place to visit?
Staff will review the questions and determine the best way to implement
during AppleFest. Some committee members may be available to
attend and assist with conducting surveys. Additionally, CBOT could
also send questions to their membership to gain more feedback.
x Review next steps for Tourism Strategic Action Plan
- Tourism staff to work on the development of the work plan for each specific
goal. An Engagement Toolkit for partners is needed to have stakeholders
understand what Clarington has to offer — both from their business and to
promote to visitors and residents. This would be an ideal topic for the annual
Tourism Forum in March. Tourism staff to explore further.
- Begin planning for the annual Tourism Forum in March. Key topics should
include discussing a local Ambassador toolkit/program that is realistic and
will meet stakeholders' needs. Tourism staff to research potential
speakers/facilitators.
Prioritize outreach to local schools - how to get information into school
newsletters and out to parent councils? Can engagement begin in January
2020, is that realistic? The goal would be to promote Clarington's festivals
and tourism seasons, not to highlight one specific business and getting the
residents and locals to be ambassadors for the community.
Tourism staff to research best practices and create a draft framework for the
Ambassador Program. The Program would be used to reach out to local
schools and have local tourism businesses become more engaged with
each other.
More discussions will follow on the work plan once branding facilitation with
CAO has taken place.
6. Other Business
x Clarington Board of Trade update:
- Tourism Business Retention & Expansion program is close to
completion. The BR+E is a survey -based program, offered by the
Ministry of Agriculture, Food & Rural Affairs to gauge the business
climate in Clarington. The program is based on interviews with
stakeholders to determine the current business climate and identify
areas for improvement.
- The program aims to identify challenges and build a local action
plan to help with expansions.
- 80 letters regarding the Tourism BR+E were mailed to tourism
operators, with 25 respondents. This represents +30% (OMAFRA's
suggested target).
- Average 75% feel they are supported by the municipality,
businesses and residents. Note, top three advantages of operating a
tourism business include: proximity to Highway 401 and Toronto,
Clarington's natural environment, community engagement. The
three disadvantages included: branding of Clarington (signage,
promotion, communication), access to services, lack of
collaboration.
- Top tourism products and activities include Agri -tourism, festivals
and events, motorsports and outdoor activities. From the
respondents, 83 per cent of businesses are sure their customers are
visiting other business in the area. The most popular forms of
tourism advertising for stakeholders include TODS, word of mouth,
and website. Opportunities in social media workshops.
- Some of the recommendations and action plan items gathered from
the draft BR+E include work on a collaboration piece. CBOT to
continue a networking platform to encourage stakeholder
engagement to further attract visitors; teach stakeholders how to
explore new markets or shoulder seasons. CBOT to notify
businesses about upgrades to services like broadband, water etc.
Future plans to include a familiarization tour for operators to get to
know other business in and around the area.
- The draft document will be finalized and completed in the next few
weeks. CBOT will share the report once completed.
7. Date of next meeting:
x Laura to send out times for the end of October
8. Motion to adjourn
Moved by, Ann Harley; seconded by, Christine McSorley, Carried.
x The meeting concluded at 8:10 p.m.
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