baccalieu trail heritage region strategic...

BACCALIEU TRAIL HERITAGE REGION

STRATEGICPLAN

Baccalieu Trail Heritage Corporation

The Baccalieu Trail Heritage Corporation, founded in 1993, is a non-profitorganization whose mission is to identify, preserve and promote, in cooperationwith the region's residents, the unique heritage resources of the Bay de VerdePeninsula, to instill pride in our region and ensure quality of life is enjoyed bypresent and future generations.

The Corporation has an agreement with Heritage Canada to receive technical,advisory, and training services for the Baccalieu Trail Heritage Region Project,on an ongoing basis until March 1995.

Heritage CanadaHeritage Canada is a national, non-profit organization, founded in 1973,whose mission is to provide leadership that encourages the largest number ofCanadians to take charge of their heritage.

In 1988, Heritage Canada launched the Heritage Regions programme to assistresidents of distinctive regions to work together to protect and enhance theirnatural and cultural resources in order to improve the quality of life in the region.

BACCALIEU TRAIL HERITAGE REGION

STRATEGICPLAN

Baccalieu Trail Heritage CorporationWith the assistance of Heritage Canada

August 1993

Contents

Summary

Introduction

Baccalieu Trail Heritage Region Strategic PlanVision

Mission .

3

5

7

7

7

Goals and Objectives 8

Actions 11

Highest Priorities 11

Other Priorities .. ..13

The region's natural environment is a distinctive heritage resource. Photo: J. Weiler

Baccal ieu Trail Heritage Region Strategic Plan 1

Community participation: the starting point in developing the region's Strategic Plan. Photo: J. Weiler

2 Baccal ieu Trail Heritage Region Strategic Plan

Summary

THIS STRATEGIC PLAN has been produced by the Baccalieu Trail HeritageCorporation, with the assistance of Heritage Canada. It is a working docu-

ment intended to guide action for the Baccalieu Trail Heritage Region project,from 1993 to 1995.

Located on the Bay de Verde Peninsula, the Baccalieu Trail Heritage Regionrepresents an approach to regional regeneration developed by HeritageCanada. A Heritage Regions project uses the distinctive heritage resources ofa region as a catalyst in getting residents to work together on initiatives toenhance their quality of life.

The strategic plan outlines the Corporation's vision, mission, goals andobjectives, and actions for implementing the Baccalieu Trail Heritage Regionproject. There are nine highest priority actions identified in the plan; five areshort term (1993) and four are long term (1994-1995).

A. Short Term• Meet with local authorities, heritage groups, schools, service groups and

others to inform them of the Heritage Regions project and encourage theirparticipation.

• Create a programme to identify key heritage elements of the region.

• Provide training for heritage discovery and identification.

• Produce touring maps of the region, highlighting heritage attractions.

• Produce a video on the region's heritage to increase residents' pride.

B. Long Term• Assist in identifying an established community suitable for development

as a revitalized traditional fishing village, for heritage conservation,education and tourism.

• Develop a brochure on the culture and heritage of the region.

• Encourage the development of festivals, re-enactments and theatricalproductions, based on the region's heritage.

• Explore opportunities for the adaptive reuse of fishplant buildings nolonger in operation.

The Baccalieu Trail Heritage Corporation welcomes the participation andsupport of residents as well as outside agencies, in keeping the plan up-to-dateand in carrying out initiatives.


Atlantic Ocean

NEWFOUNDLAND

Carbonear

Heart sDekght y* Victoria,

Carbonear

Harbour GraceGreen'sHarbour ,?• Upper Island Cove /o

Spaniard's Bay •g^^ . / ^f

Bay Roberts ̂ JTST. JOHN'S


Introduction

H ERITAGE REGIONS, a programme developed by Heritage Canada, is anapproach to regional regeneration based on building appreciation and

caring for the region's distinctive natural and cultural heritage resources.This approach encourages people to work together and fosters the development ofinitiatives for using these resources to enhance quality of life in the region.

The Baccalieu Trail Heritage Region is on the Bay de Verde Peninsula,bounded by Trinity Bay South on one side and Conception Bay North on theother. Forty-three thousand people live in the communities of the region.

Since its inception in 1992, the Baccalieu TrailHeritage Region project has undergone a series ofplanning meetings with the help of HeritageCanada consultants. These meetings, initiated bythe Baccalieu Trail Tourism Association, were con-tinued by a subsequent organization, the BaccalieuTrail Heritage Corporation. The Corporation'sBoard of Directors consists of volunteer memberswho reside in the Baccalieu Trail Heritage Region.

In May and June 1993, the Corporation's Boardof Directors reached agreement on vision andmission statements for the organization as well ason goals, objectives and actions that the Corpora-tion hopes to accomplish by the Spring of 1995.Together these elements comprise the strategicplan presented in this document.

Setting goals, outlining objectives: laying the foundations of theStrategic Plan. Photo: J. Weiler

The strategic plan is a working document; it will be updated regularly torespond to changing conditions and to seize new opportunities. Through theplan, the Corporation will measure progress and chart future directions.

Baccalieu Trail Heritage Region Strategic Plan 5

The Baccalieu Trail Heritage RegionStrategic Plan has been shaped by thefollowing principles:• Undertaking initiatives that will benefit the whole region;

• Preserving and protecting natural, built, and cultural resources;

• Making heritage come alive — interesting, fun, friendly and accessible;

• Working hard to build cooperation across the region by establishingpartnerships, sharing resources and communicating continuously;

• Making sure that what is undertaken fits with local needs andaspirations;

• Ensuring that any project initiatives undertaken be attainable within thetime limits established.

Success of the Corporation's ongoing planning process depends onconsiderable participation of interested communities, organizations andindividuals of the Baccalieu Trail Heritage Region, and from supportingagencies outside the region. The Board of the Baccalieu Trail HeritageCorporation invites everyone to get involved in a creative approach toregional regeneration.

Making heritage come alive: an accessibility to natural, built and cultural resources. Photo: J. Mountain


Baccalieu TrailHeritage RegionStrategic Plan

VISIONBy the year 2000, the Baccalieu Trail Heritage Region will be a placewhere its residents are aware of, and have pride in, the legacy of itsfishing heritage and will have utilized this and other unique qualitiesof the region to create healthy, self-sufficient, stable communities.In this way, the Baccalieu Trail Heritage Region will be a model forother communities and regions.

MISSION

The Baccalieu Trail Heritage Corporation exists to identify, preserveand promote, in cooperation with the region's residents, the uniqueheritage resources of the Bay de Verde Peninsula, to instill pride inour region and to ensure our quality of life is enjoyed by present andfuture generations.


GOALS AND OBJECTIVESThe following goals and objectives are listed according to the seven-pointapproach of the Heritage Regions programme.

Cultural traditions: the BaccalieuTrail Heritage Region comes alive inlocal music and song.Photo: J. Weiler

1. ORGANIZATION

A. Goals

• Act as a regional facilitator to bring people together and createpartnerships for initiatives related to the region's heritage.

• Encourage involvement of residents and organized groups.

• Forge links with the appropriate decision-making bodies in theregion.

B. Objectives

• Encourage the formation of heritage groups in all communities.

• Promote and publicize activities related to the region's heritageundertaken by diverse community groups.

• Assist communities and organizations to obtain support for theirinitiatives and publicize their efforts.

• Communicate regularly with the region's residents and developeffective media relations.

• Secure funds to continue after existing finances run out in March, 1995.

2. RESOURCE IDENTIFICATION

A. Goal

• Identify heritage resources to promote awareness and appreciationof the region's distinctive character and opportunities for enhancingresidents' quality of life.

B. Objectives

• Preserve the legacy of the fishery.

• Conduct research on cultural traditions.

• Identify built, natural and cultural heritage of the region.


3. MARKETING

A. Goals

• Encourage visitors to come to the region and help give them a reason tostay longer.

• Encourage the marketing of the region's products.

• Promote heritage attractions to residents.

B. Objectives

• Help market the region's heritage attractions and annual and special eventsand festivals.

• Increase media coverage locally and outside the region.

• Liaise with government tourism agencies to give higher profile to theregion in their marketing campaigns.

• Play a role in co-ordinating scheduling of special events and festivals.

4. ECONOMIC DEVELOPMENT AND TOURISM

A. Goals

• Encourage private enterprise to be a part of maintaining the heritage ofthe region.

• Complete projects that have high visibility and make use of local talentsand skills.

B. Objectives

• Increase tourism and small business educational opportunities.

• Work with fish plants and other industries to make these a vital part oftourism development in the region.

• Enhance and increase the heritage tourism experience and attractions inthe region.

Identifying the region's characterthrough its people helps to developa local appreciation of heritage.Photo: Andrew Danson/ISTC


Ensuring that people of all ages areaware of their region's uniquenessis a key education objective.Photo: J. Mountain

5. EDUCATION

A. Goals

• Build residents' self-confidence in their talents, skills, and capabilities.

• Develop a greater understanding of the natural environment within theregion.

• Educate residents, and especially youth, about the importance ofheritage.

B. Objectives

• Develop a program to ensure people of all ages are made aware of theregion's unique heritage qualities.

• Educate town councils on the benefits of heritage protection anddevelopment.

6. MONITORING AND EVALUATION

A. Goal

• Ensure that measurable results are achieved.

B. Objective

• Keep track of actions for all programmes and activities to assess theireffects on the region.

7. DESIGN

A. Goal

• Enhance the overall physical image and appearance of the region.

B. Objective

• Identify opportunities to improve the visibility of the Baccalieu TrailHeritage Region as a travel destination.


ACTIONS

Highest Priorities

A. Short Term (1993) Benefits:

1. Meet with local government,heritage societies, museum groups,schools, service and other groups,to explain the project and invitethem to participate.

• Creates profile and awareness forthe project.

' Helps create partnerships.

• Attracts involvement from more

people in the region.

• Contributes to community education.

• Stimulates an exchange of ideas.• Obtains further avenues of funding.• Broadens our concept of regionalism.

2. Create a programme to identifyheritage elements including: historicbuildings and areas; archaeologicalsites; traditional place names; ship-wrecks; stories, folk beliefs, super-natural tales, folk songs; heritagetrails; and the fishery legacy, consist-ing of buildings, traditional techniques,fishing grounds, and terminology.

• People will learn the value of their

heritage resources.

> Communities will develop increased

pride.

• Creates jobs and expertise in

community development

3. Provide training in research toolsand techniques for heritage discoveryand identification.

• Increased awareness and skills foryouth as well as community and.heritage groups

4. Produce touring maps of theBaccalieu region, highlighting heritageattractions for driving, cycling, orwalking, recreational and touristactivities.

• Provides an inventory of activities.• Acts as a promotional tool to attracttravellers.

1 Creates an awareness of heritage.

5. Produce a regional pride videofocusing on the heritage of the region'scommunities that could be used inschools, museums, etc.

1 Provides educational opportunities.• Stimulates mutual communitycommitment and ownership inthe Heritage Region.

Baccal ieu Trail Heri tage Region Strategic Plan 11

B. Long Term (1994-95) Benefits:

Developing marketable experienceshelps to focus tourism and createslocal business opportunities.Photo: J. Weiler

1. Assist in identifying amongstvarious alternative locations of theBaccalieu Trail Heritage Region anestablished community that may serveas a base for a revitalized traditionalfishing village, focusing on heritageconservation, education, and tourismdevelopment opportunities.

• Uses an incremental consensus-

building process which could result

in establishment of a major attraction

for residents and tourists.

• It is a highly visible project which

the people of the region could get

behind and feel enthusiastic about.

• It could build regional pride.

• A suitable location could draw people

deep into the region and extend their stay.

• Could provide opportunities for

entrepreneurial initiatives — new

businesses, improve existing ventures.

2. Develop a regional brochure thatfocuses on the culture and heritageof the region.

• Creates a marketing tool for the region

which can be distributed within the

province and offshore.

• Will give visitors a selective overview

and connect them to the region.

3. Encourage the development ofpirates' or fishing admirals' feasts,historical re-enactments, and theatricalproductions, (eg. D'Iberville'scommemoration).

• Draws people into the region; tourists

spend money.

1 Creates jobs.' Provides an opportunity for

hospitality business.

' Focuses on community pride.

< Can involve young people.

4. Explore the possibilities foradaptive re-use of fishplant buildingsthat are no longer being utilized.

• An aspect of the fishing legacy could

be preserved through a "living museum'

concept.

• Provides educational opportunity

for visitors.

• Provides potential for new economic

initiatives.

12 Baccalieu Trail Heritage Region Strategic Plan

Other PrioritiesOther priorities for the short and long term are identified according to theseven-point approach of the Heritage Regions Programme.

1. ORGANIZATION

A. Short term

• Create a newsletter or information flyer and distribute within and withoutthe region.

• Explore the idea of a regular television show on the Community Channel(Cable TV).

• Generate regular news releases and a column in local media.

• Prepare a video on the Baccalieu Trail Heritage Corporation, and theHeritage Regions project for broadcast on the Community Channel.

2. RESOURCE IDENTIFICATION

A. Short Term

• Conduct research and assist in applying for provincial heritage designation,and investigate funding sources for restoration of the Society of UnitedFishermen, Lodge Number One building in Heart's Content.

• Lobby the Federal Government regarding the Access to Archaeologyprogramme for research on Beothuk sites.

3. MARKETING

A. Long Term

• Provide information for recreational boaters.

4. ECONOMIC DEVELOPMENT AND TOURISM

A. Short Term

• Conduct a lobby campaign to obtain the Whale Sculpture from theProvincial Legislature for the Whaling Museum at South Dildo.

B. Long Term

• Develop a system of coastal hiking trails.


5. EDUCATION

(None)

6. DESIGN

A. Short Term

• Develop a comprehensive plan for the use of the Baccalieu Trail HeritageRegion logo throughout the region.

• Work with the Baccalieu Trail Tourism Association regarding their plansfor highway signs in the region, to ensure co-ordination of this initiativewith actions of the Corporation.

7. MONITORING AND EVALUATION

A. Short Term

• Establish a monitoring and evaluation framework.

• Report on identifiable environmental damage throughout the regioncaused inadvertently or intentionally by individuals, corporations or otherorganizations.

Historic buildings and areas are valuable resources for community development. Photo: A. Bowering


Baccalieu Trail Heritage Corporation

(August 1993)

Board of Directors:

E.K.. Jerrett, ChairpersonAlice Cumby, Secretary TreasurerKevin NoelBrian WalshGerald SmithRev. Lloyd MooresWalter PeddlePeggy Fahey

Associate Members:

Ruth Saturley Heritage CanadaJohn Morris, Atlantic Canada Opportunities AgencyEd Best, Department of Tourism and CultureBob Tetford, Trinity Conception Community FuturesFrancis Glynn, Baccalieu Trail Tourism Association

Coordinator:

Ann Bowering

Copies of this document are available from:

Baccalieu Trail Heritage Corporation176 Water Street, General DeliveryCarbonear, NF AOA 1TOTel: 596-1906 Fax: 596-2121

baccalieu trail heritage region strategic...

Documents