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Client: Tourism British Columbia/District of Squamish
Project: Development of a Community Tourism Plan for the District of Squamish
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In the District of Squamish she facilitated a collaborative discussion amongst local tourism stakeholders in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
A year one implementation plan and budget was also prepared to ensure the community was well positioned to execute the strategy. Recommendations regarding the funding and governance model for the organization that would be responsible for plan implementation led to the formation of Tourism Squamish as a division of the Squamish Sustainability Corporation.
The tourism plan identified the need for sustainable funding and subsequently, with Suzanne’s assistance, the value of tourism was calculated and the 2% Additional Hotel Room Tax was approved. A tourism plan revisit was conducted in 2009 to assist Tourism Squamish with identification of a new governance model. Subsequent to the revisit, Tourism Squamish was re-established as an independent not-for-profit Society.
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Client: Tourism British Columbia/CIty of Rossland
Project: Development of a Community Tourism Plan for the City of Rossland
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In the City of Rossland she facilitated a collaborative discussion amongst local tourism stakeholders in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
A year one implementation plan and budget was also prepared to ensure the community was well positioned to execute the strategy. Recommendations regarding the funding and governance model for the organization that would be responsible for plan implementation led to the formation of Tourism Rossland.
Stakeholder agreement on the recommended composition of the Board of Directors was a significant achievement of the planning process that allowed Tourism Rossland to move forward. The 2% Additional Hotel Room Tax was renewed and a Mountain Resort Association (MRA) was created at base of Red Mountain. As recommended in the tourism plan, member assessments from the MRA are contributed to Tourism Rossland for destination marketing rather than creating a parallel marketing organization.
A revisit was conducted in 2009 to confirm marketing and sales priorities.
Quote:
“Suzanne was able to navigate the many local concerns and the history of previous tourism organizations in Rossland and pull our group of stakeholders together in support of a proactive and strategic model to grow tourism in Rossland. Her unique blend of strategy and reality were exactly what we needed to put the foundations in place for our success.”
Don Thompson
Vice President,
Red Mountain Ventures
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Client: Tourism British Columbia/City of Nelson
Project: Development of a Community Tourism Plan for the City of Nelson
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In the City of Nelson she facilitated a collaborative discussion amongst local tourism stakeholders in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
The 2006 plan identified the establishment of the Nelson and Area Tourism Partnership and implementation of the 2% Additional Hotel Room Tax (AHRT) as priorities. The facilitation process also served as a catalyst for improvement of the relations between the municipality and regional district. A revisit was conducted in 2008 to provide renewed momentum for plan implementation. Subsequent to revisit, the AHRT was approved and a new self sustaining, regionally collaborative tourism association, the Nelson Kootenay Lake Tourism Society was formally established.
Quote:
“Suzanne worked closely with the Chamber of Commerce to help all of Nelson’s tourism stakeholders come together and create a plan to achieve our objectives. Her facilitation style is collaborative and she is able to address historical differences and move the group towards a common vision for the future.”
Tom Thomson
Executive Director
Nelson & District Chamber of Commerce
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Client: City of Fernie/Tourism British Columbia
Projects: Community Tourism Plan/Public Engagement/Central Reservations
Suzanne was initially engaged by the City of Fernie to engage with the local community in order to develop a funding and governance model for a new destination marketing organization – Tourism Fernie. This assignment included a comprehensive inaugural business plan. In 2006, under the Tourism BC Community Tourism Foundations program, Suzanne provided implementation assistance to tourism stakeholders including facilitation of a widely attended public open house to present the funding/governance model and marketing and sales priorities for the new organization; a presentation to Mayor and Council; development of a Request for Proposal for Central Reservations (Guest Fulfillment) Services; development of job description and employment contract for Executive Director and establishment of bylaws for a new Society – Tourism Fernie.
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Client: Tourism British Columbia/District of Tofino & District of Ucluelet
Project: Joint Community Tourism Strategy
Suzanne facilitated a joint community tourism plan for Tofino and Ucluelet identifying greatest market opportunities for destination collaboration completed in 2010. The facilitation process brought together two communities with a history of competition rather than collaboration and identified six key areas for cooperation between Tourism Tofino and Tourism Ucluelet.
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Client: Tourism British Columbia/Haida Gwaii Tourism Association/ Misty Isles Economic Development Society
Project: Community Tourism Strategy for Haida Gwaii
Suzanne facilitated the development of a community supported tourism plan that included participation by the Council of the Haida Nation, Village of Old Masset, Skidegate, Port Clements, Massett and Queen Charlotte City. As well, the Haida Heritage Centre and Gwaii Haanas National Park Reserve were represented along with several private tourism operators.
This facilitation process included identification of key target markets and product development opportunities along with marketing and sales strategies and measures of success. The process required extensive community consultation as its timing was coincident with the formation of the Misty Isle Economic Development Society (MIEDS). Consequently it was imperative that the relationship of MIEDS and tourism stakeholders developing the community tourism plan be clarified and understood. The tourism plan recommendations were adopted for implementation by the Tourism Advisory Committee (TAC) to MIEDS and are now being implemented. Facilitated discussions between tourism stakeholders and MIEDS representatives (primarily local governments) allowed an agreement to be reached regarding the composition of the TAC and its relationship to the Board of MIEDS to ensure accountability and stakeholder involvement in investment decisions.
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Client: Tourism British Columbia/Xeni Gwet’in First Nation/Chilko Resort & Community Association
Project: Xeni Gwet’in Community Tourism Plan
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In the Xeni Gwet’in Caretaker Area she facilitated a collaborative discussion amongst the Xeni Gwet’in Nation and local tourism operators in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
Quote:
“Suzanne understands the importance of cultural and environmental sustainability in developing a tourism economy and embeds this in her work so that long term success in keeping with traditional values is assured. People in the Chilcotin like to do things on their own but Suzanne was able to bring us together as a group and build agreement on tourism objectives and priorities. She then assisted us with implementation giving us a set of foundational marketing and sales tools that bring immediate results.”
Ms. Nancy Oppermann
Project Manager,
Xeni Gwet’in First Nation
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Client: Tourism British Columbia/Village of Kaslo
Project: Kaslo Community Tourism Plan
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In Kaslo she facilitated a collaborative discussion amongst local tourism stakeholders in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
Working with local stakeholders, Suzanne identified the need to work collaboratively with the primary regional draw – the City of Nelson to market the entire regional experience including Kaslo and Ainsworth Hot Springs, particularly in the shoulder seasons. As well, the Suzanne facilitated a process to provide direct input to the Village of Kaslo Official Community Plan update thereby ensuring that local tourism interests would be incorporated into future municipal direction. Plan implementation is underway and a new Kootenay Lake tourism association has been formed. The 2% AHRT was approved by the Regional District for all participating communities. This local collaboration and sustainable funding model was a significant achievement arising from the planning process.
Quote:
“Suzanne works well in a small town setting and was able to work together with us to develop a community tourism plan that would deliver results while recognizing our limited resources.”
Debra Hamilton
Owner/Operator – Wing Creek Resort,
Village of Kaslo
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Client: Tourism British Columbia/City of Castlegar
Project: Castlegar Community Tourism Plan
Suzanne works as a facilitator with Tourism British Columbia’s Community Tourism Foundations® Program and Experiences BC. In Castlegar she facilitated a collaborative discussion amongst local tourism stakeholders in order to:
• establish tourism objectives and measures of success
• review market ready product and product development issues along with market research relevant to potential target markets
• develop a comprehensive situation analysis including a review of strengths, weaknesses, opportunities and threats
• identify key target markets, product development opportunities, key messages and marketing/sales strategies and tactics to reach target markets.
Suzanne’s facilitation process served to identify Castlegar’s unique competitive offerings as a regional hub and a base for Kootenay outdoor adventures. Key target markets and associated marketing and sales strategies to reach these markets were identified with stakeholders. A funding and governance model for destination marketing was also developed with the intention of using this model and the clearly defined marketing and sales strategies as a tool for further discussions with the accommodation sector regarding the need to invest in destination marketing.
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Client: Tourism British Columbia/City of Cranbrook
Project: Cranbrook Community Tourism Plan Revisit/Update
Suzanne was asked to work with a group of tourism stakeholders in the City of Cranbrook in order to update their community tourism plan which many felt was too theoretical and too focused on spending funds that they did not yet have. Suzanne conducted a day-long workshop to update the plan.
The facilitation process gave rise to a more focused and achievable list of tourism priorities and led to improved ownership of the plan by local stakeholders. These priorities covered a broad range of topics including organization/structure for destination marketing; funding for tourism promotion; branding; tourism infrastructure and product development; marketing/sales strategies; promotional tools; performance tracking and communication/education.
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Client: Tourism British Columbia/Town of Kimberley
Project: Kimberley Community Tourism Plan Revisit/Update
Suzanne was asked to work with a group of tourism stakeholders in the Town of Kimberley in order to revisit their community tourism plan. During a day long workshop, the community tourism plan and strengths/weaknesses; issues/opportunities facing Kimberley was updated. Significant progress had been made since plan development so the facilitation process identified a series of new priorities related to stakeholder engagement and understanding of the role of Tourism Kimberley; cooperation between Tourism Kimberley, Resorts of the Canadian Rockies and Kimberley vacations in order to provide a seamless guest experience and manage the proliferation of websites and data capture points; determination of the value of tourism and pursuit of several new target market segments.
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Client: Tourism British Columbia/Sts’ailes Nation
Project: Sts’ailes Community Tourism Plan
Suzanne conducted a day-long tourism planning workshop with members of the Sts’ailes Nation and other tourism stakeholders in the Harrison Mills/Harrison Hotsprings region. The workshop was attended by more than 60 individuals who, with Suzanne’s assistance, identified tourism objectives, assessed existing products and new product opportunities and considered priority target markets. At the conclusion of the workshop, a recommended list of tourism product development strategies and marketing/sales strategies were prepared by Suzanne to guide Sts’ailes tourism efforts for the next 3-5 years.
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Client: Tourism British Columbia
Project: Enhancing Board Governance Workshop Development
Suzanne was asked by Tourism British Columbia to develop a new one-day workshop to be offered to Destination Marketing/Management Organizations (DMO’s) around the Province. The workshop is designed to improve and enhance the performance of the DMO’s Board of Directors by considering better practices in governance including:
• Understanding the legal context for Board governance
• Legal/fiduciary responsibilities – duty of care, duty of loyalty, duty of obedience
• Management responsibilities
• Models of Board governance – working Board vs. policy Board
• Roles – Director, Chair, Vice-Chair, Secretary, Treasurer
• Role of Committees
• Better practices
o Code of Ethics
o Accountability
o Transparency
o Decision Making
o Financial Controls/Risk Assessment
o Conflict of interest
o Communications
o Strategic planning
o Performance evaluation systems
o New director orientation
o Board manuals
o Board committees
The workshop has been successfully delivered to several DMO’s in the Province.
Quote:
“Suzanne has developed an outstanding workshop that combines strong theoretical knowledge of governance along with an insightful and practical understanding of ‘on the ground’ relationships between Boards and Executive Directors. The workshop is being very well received by the tourism industry with Board’s seeing tangible and immediate opportunities to improve their effectiveness.”
Ms. Laura Plant
Manager, Community Partnerships
Tourism BC/Ministry of Jobs, Tourism and Innovation
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Client: Destination Osoyoos/Tourism British Columbia
Project: Enhancing Board Performance – Governance Workshop
Suzanne delivered a one-day workshop with the Board of Directors and CEO of Destination Osoyoos designed to enhance Board performance by facilitating a discussion of the roles and responsibilities of Directors, the Chair, the CEO and the preferred model of governance to be followed by Destination Osoyoos. The purpose of the organization, its bylaws and better practices in governance related to strategic planning, conflict of interest, code of ethics, communications and performance evaluation were considered. The workshop concluded with a review of governance priorities and an implementation plan for the Board moving forward.
Quote:
“Suzanne – Thank you for a really valuable experience! I would be happy to be a ambassador for this workshop to any community who is thinking of doing a workshop! Suzanne your delivery was both skilful and masterful. We have a solid plan and goals to work towards.”
Jo Knight
Executive Director
Destination Osoyoos
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Client: Rivercorp (Campbell River Economic Development/Tourism BC
Project: Enhancing Board Performance – Governance Workshop
Suzanne delivered a one-day workshop with the Board of Directors and CEO of Rivercorp, Campbell River’s Economic Development organization, designed to enhance Board performance by facilitating a discussion of the roles and responsibilities of Directors, the Chair, the CEO and the preferred model of governance to be followed by Rivercorp. The purpose of the organization, its articles and better practices in governance related to strategic planning, conflict of interest, code of ethics, communications and performance evaluation were considered. The workshop concluded with a review of governance priorities and an implementation plan for the Board moving forward.
Quote:
“Suzanne delivered another governance workshop that was both relevant and valuable to participants. She is able to tailor each session to the specific needs of participants and create an engaging and productive dialogue for all that results in a specific list of implementation priorities for the organization to pursue.”
Ms. Laura Plant
Manager, Community Partnerships
Tourism BC/Ministry of Jobs, Tourism and Innovation
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Client: Banff Lake Louise Tourism
Project: Best Practices – Funding Destination Marketing Organizations
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Client: Tourism Squamish
Project: Measuring the Value of Tourism
Suzanne was asked to assist Tourism Squamish with the baseline calculation of the value of tourism in the District of Squamish. She worked closely with Tourism Squamish’s Executive Director in order to build stakeholder confidence in the statistical model developed by Tourism BC Research Services and to secure the participation of the accommodation sector to provide room rate/occupancy data. This valuation served as a platform for further discussions with the hotel sector regarding the implementation of the 2% Additional Hotel Room Tax as a source of funds for destination marketing.
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Client: Tourism Squamish
Project: Spirit of Squamish Video and Vignette Series
Suzanne was asked to assist Tourism Squamish with the creative development of a Squamish video and vignette series (including B-roll) for promotional and media relations purposes in anticipation of a significant influx of visiting journalists for the 2010 Winter Olympics. In addition to drafting the Request for Proposal and assisting with the review of responses and selection of the successful production company, Suzanne worked closely with Tourism Squamish’s Executive Director to ensure that key messages and Squamish’s unique competitive advantages were incorporated into the production. Features included rock climbing, windsurfing, mountain biking, hiking, golf, arts/culture and weekend getaways. The people of Squamish were also featured including Olympians and members of the Squamish First Nation.
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Client: Town of Fernie
Project: Governance and Funding model for Destination Marketing
Suzanne Denbak worked with Small Planet Consulting and North Shore Project Leadership in Phase I of the project to review community attitudes and perceptions regarding tourism, historical tourism marketing efforts and future directions. In Phases II-VI, Cadence Strategies through Suzanne Denbak worked independently with the Tourism Task Force in Fernie to create a central tourism marketing agency. These phases considered:
o Ongoing community consultation and engagement including a public forum for review of Phase I findings and discussion of upcoming work plan and a formal update to local Council
o Review of Best Practices in destination marketing and a review of marketing efforts within Fernie’s competitive set to provide guidance to the overall structure and a sense of urgency amongst stakeholders
o Governance model for the new Tourism Fernie
o Funding model including implementation of the Additional Hotel Room Tax and funding options for non-accommodation tourism businesses
o Relationships with the Chamber of Commerce, the ad hoc Fernie marketing consortium and a local private publisher of the Guide to Fernie
o Spending priorities and anticipated results for the first three years of operation
o Implementation plan
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Client: Initiatives Prince George/City of Prince George
Project: Assessment of Tourism Services Delivery Implementation of 2% Additional Hotel Room Tax
Suzanne was engaged to review the tourism services delivery (destination marketing/visitor services) mechanisms for the City of Prince George. This review included working closely with a Tourism Advisory Committee to consider the following issues:
o Need for a new destination marketing organization
o Understanding the value of tourism – defining ‘tourism’ for a gateway city
o A governance model for a new destination marketing organization including representation on the Board of Directors; relationship to Initiatives Prince George, the Economic Development Agency for the City; election of Directors; membership models;
o A funding and investment model including membership fees; implementation of the Additional Hotel Room Tax; strategic priorities; guiding principals and allocation of funds to priority initiatives (awareness building vs. visitor information services, etc.)
o Relationships with other tourism partners – local/ regional/ provincial/national bodies
Quote:
"Suzanne's work provided a strong foundation for the subsequent establishment of a new destination marketing organization for Prince George funded by the 2% Additional Hotel Room Tax. Suzanne understands the concerns of accommodators and provided a balanced approach to funding and governance issues that reflected their needs as well as the objectives of Initiatives Prince George and the City."
Kathie Scouten
Former Vice President
Initiatives Prince George
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Client: Red Mountain Ventures
Project: Best Practices in Destination Marketing/Establishment of a Mountain Resort Association
Suzanne was engaged by Red Mountain Ventures to assess opportunities to create a sustainable destination marketing model as part of the development of real estate lands at the base of Red Resort in Rossland, BC. Her research included a review of best practices in resort/destination marketing and recommendations to establish a Mountain Resort Association to be registered on title of new developments. Suzanne drafted the proposed bylaws of the Association and engaged extensively with the community of Rossland and neighbouring real estate developers to build support for the proposed model. The Red Resort Association has been successfully established and is now a funding partner for destination marketing with Tourism Rossland.
Quote:
“Suzanne’s work with Red Mountain Ventures created a strong foundation for destination marketing in support of both the Resort and our associated real estate development. She engages well with stakeholders and the community at large and offers a unique combination of strategic thinking and practical implementation skills. It was a pleasure working with her.”
Mr. Don Thompson
Vice President
Red Mountain Ventures