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TOURISM SAULT STE. MARIE TOURISM – ECONOMIC DEVELOPMENT AN IMPORTANT PARTNERSHIP. TOURISM MAIN FOCUS – MARKETING STAND ALONE VCB’S FUNDING FROM MUNICIPALITY SOME PRIVATE SECTOR CONTRIBUTIONS. TOURISM – ECONOMIC DEVELOPMENT. ECONOMIC DEVELOPMENT MUNICIPAL DEPARTMENT

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slide1

TOURISM SAULT STE. MARIE

TOURISM – ECONOMIC DEVELOPMENT

AN IMPORTANT PARTNERSHIP

tourism economic development
TOURISM

MAIN FOCUS – MARKETING

STAND ALONE VCB’S

FUNDING FROM MUNICIPALITY

SOME PRIVATE SECTOR CONTRIBUTIONS

TOURISM – ECONOMIC DEVELOPMENT
tourism economic development1
ECONOMIC DEVELOPMENT

MUNICIPAL DEPARTMENT

STAND ALONE NOT FOR PROFIT

DEVELOPMENT FOCUSED

SOME POSSIBLE TOURISM TIES

TOURISM – ECONOMIC DEVELOPMENT
tourism economic development2
THE “PERFECT WORLD”

COMBINING EFFORTS

FORWARD THINKING

PROGRESSIVE BUSINESS PLANS

BUILD ON EACH OTHER’S STRENGTHS

TOURISM – ECONOMIC DEVELOPMENT
tourism economic development3
SYNERGIES

SHARING IDEAS

ACCESSING FUNDING

CONNECTIVITY TO BUSINESS COMMUNITY

AVOID DUPLICATION

BE PROACTIVE

TOURISM – ECONOMIC DEVELOPMENT
ssm economic development corp
EDC

Business Tourism Corporate

Sault Ste. Marie Sault Ste. Marie

2 MAIN DIVISIONS OF THE CORPORATION

MANAGEMENT/ADVISORY COMMITTEES

REPORT TO CEO - BOARD

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp1
WHY DOES IN MAKE SENSE

The biggest impediment to attracting tourists is the lack of infrastructure, the deterioration of existing infrastructure and the lack of forward thinking that keeps a destination fresh and considered “the place to go”

“Been there – Done that”….bad bad bad

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp2
DEVELOPING PRODUCT

TOURISM MARKETING HAS THE NEED FOR PRODUCT TO SELL TO THE CONSUMER

ECONOMIC DEVELOPMENT CAN HELP SUPPLY THE TOOLS

SSM BUSINESS SAULT STE. MARIE

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp3
DEVELOPING PRODUCT

ECONOMIC DEVELOPMENT – TRYING TO ATTRACT INVESTMENT INTO THE COMMUNITY

TOURISM DEPARTMENT CAN PROVIDE MARKETING SUPPORT, AND RESEARCH FOR DEVELOPMENT

TOURISM CAN ALSO SUPPLY THE “LIFESTYLE” COMPONENTS THAT HELP ATTRACT COMPANIES

** TOURISM CAN ALSO BE THE KEY SOURCE OF

GOVERNMENT FUNDING FOR MANY COMMUNITY

PROJECTS

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp4
DEVELOPING PRODUCT - EXAMPLES

ESSAR CENTRE

SEARCHMONT RESORT

AGAWA CANYON TRAIN TOUR COACH EQUIPMENT

WEST END COMMUNITY CENTRE (INDOOR SOCCER)

GATEWAY SITE DEVELOPMENT – TSSM LEAD

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp5
TOURISM A STRONG FOCUS IN SSM

2 million visitors per year

Over $200 million in spending

Over 3,500 direct jobs

Over $24 million in direct taxes

SSM ECONOMIC DEVELOPMENT CORP
ssm economic development corp6
DEVELOPING A TOURISM DIVISION

2001 Tourism Sault Ste. Marie was born

Strong buy-in from private sector

Management Committee formed

Municipal support increased

EDC Board and CEO had the vision and understood the benefits

SSM ECONOMIC DEVELOPMENT CORP
original tssm structure
TSSM ORIGINALLY WAS PRIVATE SECTOR PARTNERS PAYING THE FOLLOWING ON AN ANNUAL BASIS:

Full service hotels (10) $100 per room

Smaller Motels (11) $ 50 per room

Large Attractions ( 3) $50,000 each

Smaller Attractions (7) $2,000 - $7,000 each

Major Shopping Mall ( 1) $10,000

Total from Private Sector $400,000

From City of SSM $300,000

Total Budget $700,000

ORIGINAL TSSM STRUCTURE
destination marketing fee
Instituted January 1, 2005

Participants 10 Fully Branded Hotels (100% compliance)

11 Motels ( 90% compliance)

Generates approx $600,000 annually

DESTINATION MARKETING FEE
budget history
Revenues 2003 2005 2011

Municipal $300,000 $300,000 $300,000

Private $400,000 $200,000 $200,000

Prov/Fed Funds $200,000 $200,000 $500,000

DMF $600,000$600,000

Totals $900,000 $1.3 mil $1.6 mil *

*Additional Government

dollars kick in

BUDGET HISTORY
slide16

STRATEGIC PLAN DEVELOPMENT

  • In cooperation with private sector partners a 5-year Tourism Strategic Plan was developed
  • Provided direction for marketing initiatives and product development
  • Three “priority” strategies were identified, based on product strengths and geographical positioning:
        • Attractions Packaging
        • Meetings/Conventions/Sports Tournaments
        • Outdoors/Linkages to the Algoma Region
translates into sales
Direct “package” sales

through private sector partners

In 2010 over 6,500 two-night packages were sold

Translates into over 13,000 visitor days for the city

Represents over $2.6 million in direct tourism spending

TRANSLATES INTO SALES
translates into sales1
NEW FOR 2011

Online Reservation System Introduced

through private sector partners

To date over 680 two-night packages were booked online

Just now getting into the peak season

Making it simple for the consumer to book trips

TRANSLATES INTO SALES
translates into sales2
2010 turned out to be one of the best year ever for SSM in terms of conventions and sports tournaments

10,311 delegates/participants

$ 5.1 million direct spending

Hosted: Finn Grand Festival,

Canadian Ladies Curling Championships

TRANSLATES INTO SALES
infrastructure development
$500,000 towards building ESSAR Centre

$100,000 towards upgrades at Searchmont Resort

$50,000 purchase of professional basketball floor

$25,000 purchase of Martial Arts Mats

INFRASTRUCTURE DEVELOPMENT
just completed
AGAWA CANYON TOUR TRAIN

$11.2 MILLION PROJECT

- CN Rail

-Ontario Government – NOHFC

- TSSM/SSMEDC

- Private Sector Tourism Partners

- Federal Government

Purchased Ski Train From Denver

Upgrades to coach equipment

Onboard audio video technology

**Re-launched June 2011

JUST COMPLETED
current focus
GATEWAY PROJECT

$30-50 MILLION PROJECT

- 14 acre parcel of land – waterfront SSM

-Mixed use development

- not for profit attraction

- Private Sector retail, dining, entertainment

- Federal and Provincial Government fuinding

Study/ Business Plan Development under way

Final report October 2011

Important development to attract U.S. consumer back

CURRENT FOCUS
slide27

99 FOSTER DRIVESAULT STE. MARIE ONTARIO, CANADA P6A 5X6

PHONE: (705) 759-5432 TOLL-FREE: (800) 461-6020 FAX: (705) 759-2185GENERAL EMAIL: INFO@SSMEDC.CA