GrowingRuralTourism.ca

Time To Shine
Growing Rural Tourism Conference
March 3-5, 2014 | Camrose, Alberta
GrowingRuralTourism.ca
Welcome
Dear Tourism Partner,
As your Conference Chair, it is my pleasure to invite you to
attend the 14th Annual Growing Rural Tourism Conference
in Camrose. This conference is a “MUST ATTEND” for
rural tourism operators, municipal councilors, economic
development officers, administrators and agricultural society
representatives wanting to inspire and innovate.
Arrive early for the pre-conference presentation that includes
a Visitor Friendly workshop and a tour of Camrose. During
the conference, you’ll discover how to create community
engagement and build your tourism marketing skills. Learn
some new insights into customer service and hear some
regional success stories.
There are also lots of opportunities for you to connect with
others in the tourism industry – at the gala where we’ll present
the Rural Tourism award, at the tradeshow, and during
networking breaks and dinner.
We have a great line-up of keynote speakers including:
•• Kyle Sexton
•• Mike Stolte
•• Dave Mitchell
•• Zandra Bell
So…Block your calendar from March 3 rd to 5th, 2014.
Register and book your accommodation. We look forward
to seeing you at this year’s conference.
Jennifer Filip
2014 Conference Chair
GrowingRuralTourism.ca
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Monday
MARCH 03
9:00AM – 4:00PM
Registration
9:00AM – Noon
Pre Conference Workshops
Pre-registration required
Through the Eyes of a Visitor: Visitor Friendly
Workshop and Tour of Camrose
Donna Poon Alberta Tourism, Parks and Recreation
Hazel Cail Tourism Camrose
All communities, large or small, have a role to play in
tourism by making visitors from across Alberta and the
world feel welcome.
What impressions does a tourist experience when
he/she comes into your community? How do you
know if your community is Visitor Friendly?
Join Donna for a discussion of what the Visitor Friendly
Alberta Program is, and how it can be applied to your
community. Tourism Camrose will share insights they gained
from completing their own Visitor Friendly Assessment in
2011, including a short bus tour of Camrose to experience
a community through the ‘eyes of a visitor’.
Noon – 1:00pm
Opening Lunch / Welcome
Camrose Regional Exhibition
Potential Demand for
Rural Vacation Experiences
Alberta Tourism, Parks and Recreation
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Growing Rural Tourism Conference 2014
1:00 – 2:15pm
Opening Keynote
Presentation
Kyle Sexton Marketing
Strategist, Oregon
Small Business/
Big Marketing
This session is full of great
recommendations. Let’s discuss
how today’s trends are affecting your business (and how to
fix it). Hit the Refresh button on your marketing know-how
and learn with folks who speak your language.
2:15 – 2:45pm
Networking Break
2:45 – 3:45pm
Concurrent Sessions 1
1A Turn Social Media into Business Media
Kyle Sexton Marketing Strategist, Oregon
Social media won't transform your business overnight or by
itself. Learn how Blogging + Search Engine Optimization + Social
Media Sharing can turn strangers into friends and friends into
customers. “This just changed my whole life” is not an unusual
review from business owners who attend this session.
1B Tapping the Tourism Power and
Potential Within Your Community
Brenda Herchmer Grassroots Enterprises &
Campus for Communities of the Future
Tourism…it takes a town. And, pretty much everyone within
it if you are to ensure success. It's easy to say but how do
you promote an understanding of the value of tourism, get
municipalities on board, and perhaps most importantly,
engage stakeholders in your community?
This session will share practical and well tested frameworks,
tools, and resources that can be used by any community to
build the trusted relationships, networks, and webs that will
serve as the critical foundation for the meshwork needed to
support tourism growth and development.
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1C Open Farm Days – Opening the Gate
to Rural Development
Participating Operators and Communities
Did you know that Alberta is home to 22% of all farm
operations in Canada? Alberta Open Farm Days is about
farmers and ranchers inviting their urban and rural neighbors
to stop in for a visit to share stories, see demonstrations,
and learn more about the farmers who grow their food. It is
a backstage pass to meet the farmer, experience Ag-tourism
in Alberta and taste local foods direct from the producer.
Thinking of participating in Open Farm Days 2014? Come
and learn about the value of participation from some of
the pilot communities and operators including increased
sales and awareness, opportunities for new partnerships
within the community, and a chance to showcase new
experiences. Come and be a part of developing a solid,
positive, connection between urban and rural life.
5:30 – 7:00pm
Alberta Cocktail Hour / Alberta Shows Off Tradeshow (No host bar)
7:00 – 8:00pm
Taste of Alberta Dinner (Dress: Casual)
8:00 – 9:00pm
Dessert schmooze
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Shane Chisholm
Shane Chisholm is not just a guy
wielding an ugly bass (Gas Tank
Bass). Along with four CCMAs
(Canadian Country Music Awards)
and recent title of the Alberta’s
first Country Music Association's
Male Artist of the Year, Chisholm
is constantly pushing the envelope
towards having the most entertaining show, songs and
creative musical instruments. Chisholm comes at you from
all angles even when he pulls out the Electric Angle Grinder.
Growing Rural Tourism Conference 2014
Tuesday
MARCH 04
8:00 – 9:00am
Breakfast
Travel Alberta
9:00 – 10:15am
Keynote Presentation
Mike Stolte Executive
Director, Centre for
Innovative & Entrepreneurial
Leadership, BC
The Seven Deadly Sins
of Tourism: Has your
Community Sinned?
What do John Lennon’s place of death, scalpels, and
soufflés all have in common? They are all part of tourism
growth markets that we should be thinking about. Is
your community doing everything it can to foster its
tourism potential?
While tourism isn’t the economic ‘silver bullet’ some
communities think it is, there is no doubt it is of increasing
importance to the well-being of small communities. With
worldwide tourism numbers expected to grow steadily
(visits have doubled every 11 years worldwide since
1950, while one in 10 jobs worldwide is tourism-related),
communities that do not plan strategically, collaboratively
and innovatively are likely to be left behind. This workshop
will introduce participants to seven common mistakes
communities make in tourism and introduce some
creative solutions for making sound tourism decisions.
10:15 – 10:45am
Networking Break
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10:45 – 11:45am
Concurrent Sessions 2
2A Identifying and Synergizing
Peak Tourism Experiences
Mike Stolte Executive Director, Centre for Innovative
& Entrepreneurial Leadership, BC
This workshop will help participants critically identify peak
tourism experiences both locally and regionally. It will focus
on key ingredients needed to create an environment for
collaborative regional tourism. It will also work with participants in
identifying the critical next steps to successful implementation.
2B Grant or Proposal Writing – How To Take
The Agony Out Of The Feat!
Karen Doyle Alberta Culture
There is no magic answer to grant or proposal-writing – there is only good preparation. In this session you’ll
discover a host of tips and tricks to being better prepared
when funding opportunities come across your desk. It
really should not matter that you only have 7 to 10 days
to get a proposal submitted – if you are prepared – you
can get it done! Please bring a 4-Gig drive and I’ll
transfer all kinds of really great tools to your fingertips!
2C Taber Pheasant Festival: Linking Habitat
Conservation with Economic Opportunity
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Dr. Todd Zimmerling President and CEO,
Alberta Conservation Association
Carol Zelanka MD of Taber Representative
In 2011, Alberta Conservation Association, along with several
other conservation groups, partnered with the M.D. of
Taber, the Town of Taber, the Taber and District Chamber of
Commerce and a wide range of local businesses, to hold the
first annual Taber Pheasant Festival. Having now completed
its third year, the festival provides an example of how habitat
conservation objectives for upland game birds can result in
direct, positive, economic impact for rural communities. The
model used in Taber can easily be adapted to other rural
communities throughout Alberta, to provide economic stimulus
during the slower tourism months of September-November.
Growing Rural Tourism Conference 2014
11:45 – 1:00pm
Lunch
Chloe Albert
Born and raised in the Alberta
capital, multi-instrumentalist
Chloe Albert has had strong
showings in songwriting
contests at Nashville’s East
Side Music Festival and the
Calgary Folk Festival.
Chloe’s self-generated impressive debut album Dedicated
State garnered her a Canadian Folk Music Award for
Emerging Artist of the Year in 2008, and serious support
from CBC and CKUA networks along with the admiration
of lights such as Blue Rodeo’s Jim Cuddy.
1:00 – 2:15pm
Keynote Presentation
Dave Mitchell
The Leadership
Difference, Colorado
The Power of
Understanding People
Hollywood Style
This keynote presentation
will provide you with a better understanding of diverse
communication styles. Based on Jungian psychology, it’s the
perfect combination of pertinent human dynamics; laugh out
loud humor and audience interaction.
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2:15 – 2:45pm
Networking Break
2:45 – 3:45pm
Concurrent Sessions 3
3A The Heart and Art of Service
Dave Mitchell The Leadership Difference, Colorado
This session will make your clients come racing back
for more of what you have to offer. Through a series of
dynamic, humorous real-life stories Dave will help your
team discover how to identify each customer’s “service
hot button” and ensure that you exceed their expectations.
From building rapport to executing service recovery, this
seminar covers the entire customer service dynamic.
3B Potential Demand for Rural Vacation
Experiences by Urban Albertans
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Moe Rehemtulla Alberta Tourism, Parks and Recreation
Rural Alberta, it’s our time to shine and now we have the
research to back it up! The potential of urban Albertans to
participate in rural vacation experiences in the province was
first explored in 2012 by conducting twelve focus groups in
six urban centres throughout Alberta. Based on the findings
of that research, a second phase was undertaken with adult
online panel members who resided in one of Alberta’s major
urban centres and had taken at least one discretionary
leisure trip in the past two years. This quantitative research
determined the size and character of the potential market
and was completed in April 2013.
There is a growing trend towards travelling in your own
back yard as urban Albertans explore their own province.
Rural Alberta holds great tourism potential; come and hear
about what urban Albertans are looking for and how you can
meet their needs to tap into the potential of rural Alberta.
What are the desired experiences and product development
opportunities? What information do visitors need from you to
plan their trip and how are you going to provide it? Let’s dig
into the research together!
Growing Rural Tourism Conference 2014
3C Growing Rural Tourism –
How to Integrate Sponsorship into Your Plan
Brent Barootes The Partnership Group – Sponsorship Specialists™
The session will outline the necessary steps to building a
successful sponsorship program to grow tourism in rural
Alberta. It will define the process including inventory asset
identification, asset valuation, custom proposal development
and fulfilment. This is an overview that will give attendees
the basic tools to go forth to build and execute a plan. The
session will also look at some of the most recent trends
from national sponsorship studies and research as well as
tourism growth metrics aligned with sponsorship. This is a
must attend session for anyone who wants to generate more
money aligned with rural tourism.
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5:30 – 6:30pm
Cocktails (No host bar)
6:30 – 9:30pm
Dinner (Dress: Business)
Rural Tourism Award
Join us for a celebration in honour of The Rural Tourism
Champion. This award will be presented to an outstanding
individual or organization showing exceptional commitment
to rural tourism in their business, town, association,
or community. It is designed to honour outstanding
accomplishments, innovation and leadership.
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Craig Owen Jenkins
Craig Owen Jenkins is a
local country singer and
song writer whose new
album “Heavy Load” is
seeing rave reviews. His
songs have an Alberta
flavour to them with themes
like truck driving, farming,
horses, and wide open roads. One of his tunes,
“Little White Lies” covered by Chloe Albert, reached
top ten charting on Canadian folk radio stations. His
band features some of Canada’s best musicians.
Lead guitarist Gord Matthews has worked with Ian
Tyson and k.d. Lang. His up tempo style sets a fun
filled entertaining performance for his audience.
Growing Rural Tourism Conference 2014
Wednesday
MARCH 05
8:00 – 9:00am
Breakfast
Alberta Tourism, Parks and Recreation
9:00 – 10:00am
Concurrent Sessions 4
4A Say Hello To Your Best Customer
Marty Eberth Travel Alberta, Calgary
Have you ever wondered why one person is happy to relax
and read a book by the pool while another wants endless
exploration on a vacation? As individuals, we each value
different things and that includes how we want to spend
time on vacation. This session introduces you to how
social and travel values influence the kinds of experiences
we seek and how people with particular values can
become your best customers. Based on the Canadian
Tourism Commission’s customer segmentation tool called
Explorer Quotient (EQ), we’ll give you a few tips on ways
you can use EQ to position and promote your business.
4B Niche Branding For Tourism Development
Patrick Earl Town of Bon Accord
With the many challenges facing small towns and villages
how can they possibly grow or even be sustainable? Tourists,
especially Albertans, are looking for destination experiences
within the province. The keyword is “experiences”; every town
or village can design a strategy and develop a niche within a
brand. You may have a natural, historical, or cultural base to
build from but if you don’t–create one! Your design needs to
leverage and aid existing operators in your area and your region;
creating a unique, interesting and complimentary attraction.
This session will describe how the niche and the strategy
came about and the road travelled to get Bon Accord from a
sleepy bedroom community within Alberta’s Capital Region
to a town with an exciting growth plan. Learn how the Town’s
branding event has developed into an award-winning tourism
experience and how partnerships and community involvement
have spawned from the growth plans of the town.
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4C Growing Tourism with Winter Festivals – Learning from Ice on Whyte
Sheila Campbell Alberta Tourism, Parks and Recreation
Wanda Bornn Ice on Whyte
Looking to draw tourists to your community in the winter
months? Learn how to host a compelling winter festival from
the producer of Alberta’s premier ice carving festival. Join
Wanda Bornn to learn how Ice on Whyte grew from a small
ice carving event in 2003 to an award-winning tourism festival
that attracts visitors to Old Strathcona in the historic district’s
quieter winter months. Wanda will share tips on building a
winter festival (snowflake by snowflake), managing the weather,
partnering to deliver creative winter programming, growing
tourism revenues, and dreaming big for ice carving in Alberta.
10:00 – 10:30am
Networking Break
10:30 – 11:45am
Closing Keynote
Presentation
Zandra Bell
My Giant Town
Monument’s Bigger Than
Yours Is, Haha Hahaha!
Don’t miss this offbeat, light
hearted and uplifting look at the
challenges we all face in the competitive, often convoluted
world of rural tourism. It’s a time to Shine, a time to Share,
and a time to make Sure we can still put our problems into
perspective. Dare to be there!
11:45am
Conference Close ( Brown Bag Lunch)
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Growing Rural Tourism Conference 2014
CONFERENCE Scholarship
“A program to support
leadership development
and mentorship training”
The Growing Rural Tourism Conference supports continuous
learning and innovative educational opportunities for rural
Alberta business. This year we will partially sponsor individual
business owners or managers to attend the Growing Rural
Tourism Conference.
Who is Eligible?
Individual business owners and full-time students who:
1. Presently own and operate a full-time tourism
business in rural Alberta or students enrolled in
a full-time tourism program;
2. Are committed to lifelong learning;
3. Will write a summary report and share their ideas
and experiences with their community partners,
consortia, chamber, colleges, etc.;
4. Must be a first time applicant;
5. Students must include which post-secondary institution
and tourism program (s) they are enrolled in.
What is Included?
The scholarship will pay 50% of a regular conference
registration. All travel and accommodation expenses are
the responsibility of the participant.
HOW DO YOU APPLY?
Application is available at GrowingRuralTourism.ca
All requests for funding support must be received by
February 15, 2014. Funds will be paid on your behalf directly
to the Camrose Regional Exhibition.
WHAT IS THE SELECTION PROCESS?
Space is limited to 50 participants, and will be offered on
a first come, first served basis to eligible applicants. The
conference committee will review the applications and notify
the successful candidates.
GrowingRuralTourism.ca
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RURAL TOURISM
CHAMPIONSHIP AWARD
The Growing Rural Tourism Conference will sponsor
the seventh annual Rural Tourism Championship
Award to an individual or organization showing
commitment to rural tourism in their business,
town, association, or community. This award is
designed to honour outstanding accomplishments,
innovation, and leadership in rural tourism.
WHO IS ELIGIBLE?
A rural tourism operator, municipality, consortium or
a community.
HOW DO YOU APPLY?
Application available at GrowingRuralTourism.ca
1. Fill out the application form; include your contact
information. All applicants will be kept confidential.
Please limit the application to four pages.
2. Send application, narrative, logo, and photos or videos
electronically to Jennifer Filip before January 31, 2014
by email: [email protected]
Applicants will be judged solely on their submissions
and/or video. There are no entry fees.
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Growing Rural Tourism Conference 2014
ACCOMMODATIONS
CANALTA HOTELS
Camrose Ramada
4702-73 Street
P: 780-672-5220 | Toll Free: 1-888-672-5208
E: [email protected]
Super 8 Camrose
4710-73 Street
P: 780-672-7303 | Toll Free: 1-877-672-7303
E: [email protected]
Other
Best Western Plus
3201-48 Avenue
P: 780-679-2376 | Toll Free: 1-888-784-8441
E: [email protected]
Norsemen Inn
6505-48 Avenue
P: 780-672-9171
E: [email protected]
R & R Inn & Suites
6508-48 Avenue
P: 780-672-2292 | Toll Free: 1-866-552-2292
www.rrinnsuites.com
Hotel Marada
3911-48 Avenue
P: 780-672-7741
E: [email protected]
Travellers Inn
6216-48 Avenue
P: 780-672-3377
Haselwood Inn Bed & Breakfast
RR 1, Haselwood Mill Road, Bittern Lake
P: 780-672-9141
E: [email protected]
www.bbcanada.com/haselwoodinn
GPS 52.99676,-113.08510
The Campus Rose Inn Bed & Breakfast
4602-49 Street, Camrose
P: 780-672-0552
E: [email protected]
GrowingRuralTourism.ca
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Growing Rural Tourism Conference 2014
Photos courtesy of: Canadian Tourism Commission (pg. 3, 14) / Travel Alberta/Hubert Kang (pg. 4) / Travel Alberta/Jason Stang (pg. 5) / Travel Alberta (pg. 8) / Calgary Stampede (pg. 10) / Travel Alberta/Anthony Redpath (pg. 12)
notes
Excursion
Panorama
sponsors
Vista
Partners
Camrose Regional Exhibition
Jennifer Filip P. 780-672-3640
Alberta Agriculture
and Rural Development
Patricia Macklin P. 780-644-4802
Alberta Tourism, Parks
and Recreation
Brenda Hanson P. 780-638-4302
Laura McGowan P. 780-427-6657
Travel Alberta
Kathryn Bohnet P. 780-784-0071
Marty Eberth P. 403-820-1700
Alberta Association
of Agricultural Societies
Tim Carson P. 780-427-2174
Tourism Camrose
Hazel Cail P. 780-672-4255
Independent Business Consultant
Bonnie Hart P. 780-662-2541
Camrose Regional Exhibition
4250 Exhibition Drive, Camrose, Alberta
GrowingRuralTourism.ca