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UBCM Community Excellence Awards 2007 – PARTNERSHIPS: Excellence in Innovation in Tourism Partnerships

Submitted by: City of Nanaimo Marilyn Hutchinson, Economic Development Officer Telephone: (250) 755-4466 Email: [email protected]

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism

UBCM COMMUNITY EXCELLENCE AWARDS

2007 APPLICATION BOOKLET

Name of Local Government: City of Nanaimo

Project of Program Title: Newcastle Island Initiative

Category: PARTNERSHIPS: Excellence in Innovation in Tourism Partnerships

Contact Person: Marilyn Hutchinson, Economic Development Officer

Email: [email protected]

Phone: (250) 755-4466 Fax: (250) 755-4404

By making this application, I understand that all materials will be kept by UBCM and are available for viewing by others through the UBCM Community Excellence Awards Category.

Signature: Marilyn Hutchinson Date: July 27, 2007

APPLICATION CHECKLIST:

Remember to send 8 copies of your entire application package for distribution to the Selection Committee. EACH copy should contain:

√ A completed application form √ A one-paragraph summary of the project being submitted √ A five-page summary report (max. 5 pages) √ A letter from the Mayor supporting the application √ A copy of the Partners’ List

In addition to the eight complete application packages, please include: √ One CD/electronic copy of the entire submission

DEADLINE: FRIDAY, JULY 27, 2007


SUMMARY PARAGRAPH: Newcastle Island Initiative

The Newcastle Island Initiative is a partnership of the City of Nanaimo, Snuneymuxw (Nanaimo) First

Nation and BC Parks branch of the Provincial Ministry of Environment. The project proposed a tourism

marketing strategy described in the following pages, to increase the profile of and visitation to

Newcastle Island, a Class A provincial marine park located in Nanaimo Harbour. In addition to the

marketing activities proposed, two other critical social and business outcomes of this partnership are:

a. The creation of the unique Newcastle Island Collaborative Management Agreement, a

historical accord between the City of Nanaimo, Snuneymuxw First Nation and Ministry of

Environment. The agreement provides for the joint management of the island to the

benefit of the City on behalf of its residents’ historical and social connections to the

public park; the Snuneymuxw peoples’ ongoing social and cultural relationship with the

island; and the Ministry’s commitment to preserving this Class A provincial park which

contains intact areas of rare coastal Douglas Fir trees. The terms of this agreement were

reached in under a year, as a result of the parties’ witnessing the early, numerous

positive impacts of the Newcastle Island Initiative, which includes b. below.

b. The successful attraction of a new ferry service, Nanaimo Harbour Ferry, to operate

between Nanaimo Harbour and Newcastle Island, is estimated to be a nearly $500,000

private-sector investment for three ferry vessels and 16 employees. In a separate

revenue-sharing agreement, the owners of Nanaimo Harbour Ferry have agreed to pay

a percentage of ferry revenues to Snuneymuxw First Nation, holders of the contract with

BC Parks requiring the service from Nanaimo Harbour to Newcastle Island.

The partnership will continue after completion of the initial marketing activities, in order to monitor visitor

response and support that responsibility for marketing Newcastle Island is gradually transitioned to the

Snuneymuxw operators, under their agreement with BC Parks. This successful partnership, the

resulting relationships and the unanticipated outcomes specified above, would not have occurred

without support from the UBCM Tourism Program. At the end of the 2007 tourism season, the numbers

of visitors to Newcastle Island and passengers traveling on the new Nanaimo Harbour Ferry can be

provided to the committee reviewing this submission, to affirm that this initiative has achieved its goals.

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism SUMMARY REPORT

Preamble In the years leading up to the 2010 Olympics and beyond, the Province of British Columbia is encouraging tourism marketing strategies to promote unique destination sites. The City of Nanaimo proposed a partnership with Snuneymuxw First Nation, managers of Newcastle Island, and BC Parks, to increase visitors to this island destination and eventually expand the offerings to residents and visitors, as well as preserving the cultural and historical significance observed by the Snuneymuxw First Nation with this island.

Creativity & Innovation This tourism marketing initiative which began as a partnership of the City of Nanaimo, Snuneymuxw First Nation and BC Parks, ultimately added a fourth, private-sector partner, Nanaimo Harbour Ferry, which established new operations in Nanaimo as a result of a joint-attraction campaign by the City’s and Snuneymuxw’ Economic Development Offices. When the cohesiveness of the partners was identified at the very early stages of the marketing initiative, efforts to determine a Collaborative Management Agreement between the City, First Nation and BC Parks was initiated, resulting in agreement to a unique, written historical agreement in less than a year.

Impact of the Initiative Newcastle Island’s historical, cultural and social significance to the Snuneymuxw First Nation has been affirmed at the same time that the First Nation has agreed to partner with the City of Nanaimo and BC Parks to promote the island as a destination for business conferences, recreational activities, weddings, family reunions, church and sport group gatherings and corporate retreats. This unique acknowledgement of all the partners’ values regarding Newcastle Island means that it will be continued to be enjoyed for decades to come by visitors to Vancouver Island, while preserving its purpose to the original inhabitants.

How the Need Was Determined On October 15, 2005, the Snuneymuxw First Nation and City of Nanaimo signed a historic Protocol Agreement. Included in the Protocol Recital are “…the City and Snuneymuxw have been engaged in positive and productive discussions on matters…including the mutual benefits of enhancing the economic, recreational and environmental status of the Nanaimo area…”. In Fall 2005, the City’s Economic Development Officer began discussions with Snuneymuxw’ Economic Development Officer and representatives of BC Parks with regard to increasing the profile of Newcastle Island to Nanaimo and central Vancouver Island residents, and visitors to the region. The project was named the Newcastle Island Initiative.

Value Added by Establishing the Partnership As previously stated, two of the most important outcomes were the negotiation and creation of the Newcastle Island Collaborative Management Agreement in less than a year, and attraction of a new ferry business, Nanaimo Harbour Ferry. This company has entered into a Revenue-sharing Agreement with Snuneymuxw First Nation, regarding provision of passenger transport services to Newcastle Island. Neither of these outcomes were anticipated at the launch of this marketing initiative. Nanaimo Harbour Ferry has invested nearly a half-million dollars in Nanaimo and created 16 jobs in the tourism sector.

What Each Partner Brought to the Table The following additional value was identified during the initiative, on behalf of the partnership.

a. Staff time for three City employees to monitor output of the initiative and input from all the project’s partners, estimated at 20% or one day per week per staff person during the term of the initiative.

b. Advertising space on five transit bus benches usually for use in City promotions, were allocated to this partnership by the City of Nanaimo at no cost to the initiative.

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism c. Advertising space on eight transit bus shelters managed by the City of Nanaimo were

contributed to the promotional campaign at no cost to the initiative. d. Three VHF ratios were donated by Nanaimo Harbour Ferry for placement at two

strategic ferry dock locations and in the Operations Manager’s office, valued at $540. e. The graphic arts consultant contributed a new PowerPoint slide template valued at $200

for design services. f. A current map of the Island was prepared by the City’s GIS Technician for use as a

revenue-generating item by the Snuneymuxw First Nation. g. Free newspaper space was contributed by The Nanaimo Daily Bulletin for two feature

articles about Newcastle Island’s history, animal and plant life. h. Project management and marine technical inspection expertise was offered from

Nanaimo Harbour Ferry with regard to the identification and refurbishing of a used equipment skiff necessary to transport camping gear, sports equipment and other goods to Newcastle Island.

Benefits to the Community – Partnerships and Expertises Contributed The initial working partners were;

a. City of Nanaimo’s Protocol appointee (Ian Howat), Economic Development Officer (Marilyn Hutchinson) and Research & Information Analyst (Amrit Manhas);

b. Snuneymuxw First Nation Economic Development Officer (Dave Mannix); c. Newcastle Island Operations Manager (Nicole Wedholm) (and a member of the

Snuneymuxw Nation); and d. BC Parks representative (Drew Chapman).

As an additional result of this project, new relationships were formed by the Snuneymuxw participants, with members of Tourism Nanaimo and the Greater Nanaimo Chamber of Commerce. Following the development of the revenue agreement between Snuneymuxw First Nation and Nanaimo Harbour Ferry, this private-sector partner was added to the marketing initiative. When Tourism Nanaimo prepared a Guide to Restaurants in Nanaimo, it supplied the Nanaimo Harbour Ferry with these brochures.

Professional expertise identified among the working partners for this project included: • Creative development of promotional materials • Technical writing for newspaper & radio ads and locational signs • Contract expertise to prepare graphic design and signage development • Coaching skills for public presentations and customer service • Event planning support • Database preparation and management • Email communications • Tourism marketing expertise • Landscape and trail maintenance expertise • Training in shared online reservation system for campground and event bookings

This was a hands-on project, involving mentoring, consulting expertise to develop new marketing materials, and relationship-building between the partners toward not only the successful year-long marketing initiative, but the creation of the Newcastle Island Collaborative Management Agreement and the business-attraction of Nanaimo Harbour Ferry. Relationships which developed will extend beyond the life of the marketing component of this partnership.

Partners’ ContributionsThe City of Nanaimo allocated $100,000 from the Union of BC Municipalities’ Tourism Program and Snuneymuxw First Nation contributed $10,000 toward projected expenses of $110,000. Although the initial plan was to use some of the funds to hire a marketing professional to manage the activities of the project, the early cohesiveness of the partners resulted in the City offering its own staff’s expertise (marketing, coaching, communications) as in-kind support, allowing the full amount of UBCM funds to

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism be allocated to expanded consulting expertise (graphic arts, website design and development, technical writing, photography) as well as other related expenses. The private-sector partner Nanaimo Harbour Ferry contributed technical and project management expertise related to refurbishment of the equipment skiff, and corporate and customer service training related to the online reservation system. In addition, Nanaimo Harbour Ferry purchased three new ferry vessels and hired 16 employees. This contribution is valued at least at $500,000.

The Marketing Outcomes

Website (www.newcastleisland.ca) The Newcastle Island website was wholly re-designed and updated, with many new nature photos taken on the Island rotating on various pages. Use of the website has been streamlined to improve ease-of-use and allow web-maintenance by a non-technical person (i.e. addition of photos, recent news and media releases). Training in use of the WebPilot technology to manage online reservations was provided by the web designer to the IT Manager for Snuneymuxw First Nation.

Brochure A full-colour, glossy brochure was developed in consultation with graphic arts professionals including a new colour map on the reverse. 20,000 copies were printed for distribution to Tourism Nanaimo’s Visitor Information Centre, BC Ferries (racked on-board to November 2007) as well as the three ferry boats operating in Nanaimo Harbour. Brochures will be included in cruise ship “Come Ashore” packages in September and will be included in trade show materials by the City’s Destination Marketing staff attending trade shows in Alberta, Washington and California.

Banner Display Unit A full-colour, two-sided display unit was created for use by the Island’s Operations Manager when attending local trade show and other promotional events, to increase awareness of Newcastle Island amenities and attractions.

PowerPoint Presentation Template The graphic arts consultant to this project developed as an in-kind contribution, a template design for use by Snuneymuxw representatives when offering PowerPoint presentations about Newcastle Island. This template was utilized when the Operations Manager was the keynote speaker at the May 2007 luncheon of the Greater Nanaimo Chamber of Commerce, a sold-out luncheon showcasing Newcastle Island.

Tourism Magazine Advertisements Full-colour ads were placed in the Tourism Nanaimo Visitors’ Guide 2007 and Tourism Association of Vancouver Island (TAVI) Outdoor Adventure Guide. 115,000 copies and 750,000 copies respectively, are printed of these publications which are in great demand at BC Visitor Information Centres, Vancouver and Nanaimo Airports and BC Ferries locations. As well these publications are utilized by TAVI at trade shows attended by representatives of the Canadian Tourism Commission and Tourism BC’s overseas offices.

Newspaper Advertisements Three advertisements were designed profiling various summer activities or events on Newcastle Island. Ads will run weekly from May 31 to August 23, 2007.

Feature Articles A freelance writer prepared two feature articles about Newcastle Island, that were published in May and July editions of the local newspaper, and which newspaper provided free space for the articles.

Stationery Package

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism New business cards, letterhead and mailing labels were prepared for the Operations Manager, in responding to information requests for weddings, family reunions, church and business events and large-group meetings, to express appreciation for the potential business. In order to ensure affordable, continual use of the new letterhead and other stationery products, all materials designed to be reproduced in-house via colour laser printers and standard boxed labels.

Promotional Signage in Transit Bus Benches A five-month Bus Bench Campaign was launched to remind Nanaimo residents of the proximity of Newcastle Island. Signage similar to all other promotional activities was placed on the backs of the benches. The City contributed use of five benches placed at locations throughout the city at no cost to this initiative, and an additional two strategic locations were utilized during the term of the campaign.

Promotional Signage in Transit Bus Shelters Of the ten transit bus locations identified with promotional signage of Newcastle Island, eight of the locations were contributed by the City of Nanaimo at no cost to the initiative. These shelters are in highly visible locations and illuminated at night. A four-month promotional program is underway and the locations are the City’s highest-traffic areas with maximum geographic coverage within the city.

Signage Improvements of Newcastle Island & Ferry Docks Stop-of-interest signage as well as directional signage at the ferry terminals will be replaced to be more informative and offer new ferry scheduling. In addition the City has agreed to work with the Department of Highways to improve signage on the Trans-Canada Highway, directing vehicle traffic more easily to the ferry dock to Newcastle Island.

Radio Campaign A six-month radio campaign was launched, extending geographically from Ladysmith in the south to Qualicum in the north, on four stations targeting different demographic audiences. The ads are playing in prime radio time throughout each day including at four prime news times.

GIS Map The City’s GIS technician developed a new directional map of Newcastle Island which has the potential to be used as a revenue-source for the Snuneymuxw Nation, in addition to placing restaurant ads on the reverse side, thereby increasing the revenue potential to the Nation. The GIS technical services were contributed by the City at no cost to the initiative.

Tourism Operators’ Promotional Event In partnership with Tourism Nanaimo, a promotional event was organized on Newcastle Island in June 2007. Nearly 100 tourism operators toured the island to learn first-hand of the attractions and amenities available to visitors. The Snuneymuxw First Nation offered traditional fare including clam chowder, bannock and halibut. Nanaimo Harbour Ferry sponsored all transportation costs for attendees to this event.

Laptop Newcastle Island’s Operations Manager was without a laptop required to track reservations and revenues, as well as prepare PowerPoint presentations and reports associated with new activities on Newcastle Island. A new laptop and appropriate software was purchased. The City’s Information Technology Department loaded all software and ensured proper installation of required technologies at no cost to this initiative.

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism Coaching & Mentoring Skills Two staff of the City’s Economic Development Office worked with the Operations Manager during the term of the project, to prepare for a public presentation to luncheon members of the Greater Nanaimo Chamber of Commerce. As well the Operations Manager attended various community networking events at the invitation of City staff, to build new relationships with potential clients of Newcastle Island’s facilities.

Refurbished Herring Skiff The Snuneymuxw First Nation contributed $10,000 to the Newcastle Island Initiative, with the funds specifically allocated to the sourcing of a newer, used equipment skiff required to transport camping gear, sports equipment and bicycles to the island. Nanaimo Harbour Ferry contributed their staff’s technical marine experience to identify a skiff, inspect it prior to purchase, and oversee the engine overhaul and replacement of other parts and canvas cover on the skiff. Technical expertise and project management of the extensive overhaul over a six-week period was contributed by this private business at no cost to the initiative. Value of this skiff is now estimated at more than $20,000.

Media Response The local media has been extremely supportive of this marketing initiative and articles have been positive, including interviews with the partners, photos and free publicity of the marketing campaign.

Anticipated Long-term Results – Sustainability Plan

The negotiation and agreement of the Newcastle Island Collaborative Management Agreement, which began soon after the start of the Marketing Initiative, has established the foundation of the partners collaborating on use and promotion of Newcastle Island both as a visitor destination and First Nations cultural and social site, for decades to come. Thus, the sustainability plan for Newcastle Island has been established.

The population of Nanaimo has grown approximately 8% in the last five years to 80,000 and as well the community is receiving increased numbers of visitors from its Vancouver Island, Lower Mainland and Alberta markets. The rise in popularity of recreational boating has increased demand for activities and overnight destinations in proximity to Nanaimo Harbour. Nascent demand for authentic aboriginal tourism experiences has raised awareness of the marketing opportunities of Newcastle Island.

In 2006, 20,000 cruise-goers from 14 ships visited Nanaimo and surrounding area. With ongoing visits by US cruise companies, the Nanaimo Port Authority is preparing to develop a cruise terminal which will accommodate up to two large vessels at once. This waterfront development plan will accelerate interest in traveling to Newcastle Island to enjoy its natural and developed amenities.

In June 2008 with the opening of the Vancouver Island Conference Centre, the presence of Newcastle Island as a destination for opening events, gala dinners, culturally-themed gatherings and business retreats will contribute to the offerings available to convention attendees. Newcastle Island’s reputation as a unique wedding destination, has resulted in bookings for most Saturdays in July and August every year.

From this marketing initiative, the City has forged long-term relationships with Snuneymuxw First Nation, BC Parks, Nanaimo Harbour Ferry. Interest and discussions are already underway in terms of implementing the Collaborative Management Agreement, and partnering to maintain the marketing momentum of Nanaimo’s jewel in the harbour, Newcastle Island. There is strong interest by the partners in continuing the promotional work established by this initiative.

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism Partners’ List

City of Nanaimo • Ian Howat, Director of Legislative Services • Marilyn Hutchinson, Economic Development Officer • Amrit Manhas, Research & Information Analyst (and initiative Project Manager)

c/o Economic Development Office 455 Wallace Street, Nanaimo, BC V9R 5J6 Tel. (250) 755-4466

Snuneymuxw First Nation • Dave Mannix, Economic Development Officer • Nicole Wedholm, Newcastle Island Operations Manager

c/o Snuneymuxw First Nation 668 Centre Street, Nanaimo, BC V9R 4Z4 Tel. (250) 740-2324

BC Parks, Ministry of Environment • Drew Chapman, Qualicum Area Representative

c/o Ministry of Environment 1240 Rath Road, Parksville BC V9P 2E2 Tel. (250) 954-4607

Nanaimo Harbour Ferry • Barry Hobbis, Partner

c/o Nanaimo Harbour Ferry 1234-N Wharf Street Victoria BC V8W 3H9 Tel. (250) 708-0201


Sample Page from new Website www.newcastleisland.ca


New Brochure


New Cover Page for PowerPoint Template


New Slide Page for PowerPoint Template


Ad in Outdoor Guide


Ad in Visitors Guide


New Letterhead & Stationery Labels


Back of Transit Bench


Radio Ad


Feature Article


Photo 1: Band Administrator Sandra Goode, Chief Viola Wyse and Snuneymuxw First Nation member attending Tourism Operators’ Networking Event on Newcastle Island June 2007

Photo 2: Snuneymuxw Economic Development Officer Dave Mannix and Councillor Jeff Thomas attending Tourism Operators’ Networking Event


Mayor Gary Korpan receives presentation of blanket at launch of new busines Nanaimo Harbour Ferry from Barry Hobbis – May 2007

Snuneymuxw Councillor Bill Yoachim receives presentation of blanket at launch of new busines Nanaimo Harbour Ferry from Barry Hobbis – May 2007

– City of Nanaimo Excellence Submission PARTNERSHIPS in Tourism Newspaper articles

This article was published in the aboriginal business newspaper ‘Klahowya’.

Chief Viola Wyse, Snuneymuxw Councillor Gary Manson, Snuneymuxw Economic Development Officer Dave Mannix, Nanaimo Port Authority representative touring Nanaimo Harbour by new business Nanaimo Harbour Ferry


Mayor Gary Korpan touring Nanaimo Harbour with representatives of Tourism Nanaimo, hosted by new business Nanaimo Harbour Ferry


Newcastle Island Operations Manager Nicole Wedholm, BC Parks representative Drew Chapman and Nanaimo Research & Information Analyst Amrit Manhas at Greater Nanaimo Chamber of Commerce luncheon profiling Newcastle Island Marketing Initiative – May 2007


Newcastle Island, Nanaimo, BC – Co-managed in a partnership between the City of Nanaimo, Snuneymuxw First Nation and BC Parks (Ministry of Environment)

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