Kincardine Surfing Study

Transcription

Surfing Tourism Destination Feasibility
Study,
Kincardine, Ontario
Prepared for:
Regional Tourism Organization 7 and the
Municipality of Kincardine
December 18, 2013
December 18, 2013
Alex Hogan
Regional Tourism Organization 7
P.O. Box 973
Thornbury, Ontario
NOH 2P0
Stephen Murray
1475 Concession 5, RR5
Kincardine, Ontario
N2Z 2X6
Dear Ms. Hogan and Mr. Murray:
Re: Surfing Tourism Destination Feasibility Study
urbanMetrics inc. is pleased to submit our report, which evaluates the marketing potential and
feasibility of promoting surfing in Kincardine as a tourism destination and experience. This
report provides an initial assessment of the marketability and tourism impacts related to the
development of Kincardine as Ontario’s premier surfing destination. Furthermore, it includes
an assessment of various product development opportunities related to surfing, an
identification of target audiences for surfing and an evaluation of competitive surfing tourism
experiences. In addition, this study also includes a regional analysis and strategic marketing
action plan, which provides an assessment of:

The tourism and economic potential if surfing were to be developed as a visitor demand
generator for Kincardine and the surrounding area;

The infrastructure and amenities required to engage local stakeholders, businesses, and
individuals interested in surfing;

Recommended promotional resources to market Kincardine to target audiences;

Potential stakeholder partnerships that could be leveraged to maximize returns,
increase competitiveness, and drive growth, in order to optimize surfing as a tourism
asset.
The analyses and appendices in the attached report provide our detailed findings and
conclusions.
It has been a pleasure conducting this study on behalf of Regional Tourism Organization 7
(“RTO7”) and the Municipality of Kincardine and we look forward to discussing our results.
Yours truly,
urbanMetrics inc.
<NAME>
Partner
Surfing Destination Feasibility Study, Kincardine, Ontario
TABLE OF CONTENTS
EXECUTIVE SUMMARY................................................................................................................... 1
FINDINGS .............................................................................................................................................................................. 1
CONCLUSIONS..................................................................................................................................................................... 3
1
INTRODUCTION ........................................................................................................................ 5
1.1
1.2
2
BACKGROUND & PURPOSE ......................................................................................................................... 5
METHODOLOGY............................................................................................................................................... 7
ENTHUSIAST ENGAGEMENT................................................................................................. 9
2.1 DEMOGRAPHIC PROFILE ............................................................................................................................. 9
2.1.1
AGE, SEX & GENDER ................................................................................................................................... 10
2.1.2
MARITAL STATUS ........................................................................................................................................ 10
2.1.3
EMPLOYMENT............................................................................................................................................... 11
2.1.4
INCOME ............................................................................................................................................................ 11
2.1.5
EDUCATION .................................................................................................................................................... 12
2.1.6
GEOGRAPHIC DISTRIBUTION ................................................................................................................ 12
2.1.7
DEMOGRAPHIC PROFILE – SUMMARY .............................................................................................. 13
2.2 SURFING PARTICIPATION & PREFERENCES.................................................................................... 13
2.2.1
PRIMARY ACTIVITY .................................................................................................................................... 13
2.2.2
LOCATION ....................................................................................................................................................... 14
2.2.3
SURFING ABILITY ........................................................................................................................................ 15
2.2.4
EXPERIENCE .................................................................................................................................................. 16
2.2.5
SEASONALITY ................................................................................................................................................ 17
2.2.6
SUMMARY OF SURFING PARTICIPATION & PREFERENCES ................................................... 17
2.3 TRAVEL ............................................................................................................................................................ 17
2.3.1
TIME (DISTANCE) ....................................................................................................................................... 17
2.3.2
NUMBER OF TRIPS & LENGTH OF STAY........................................................................................... 18
2.3.3
TRAVEL ARRANGEMENTS & ACCOMMODATIONS ...................................................................... 19
2.3.4
SPENDING ....................................................................................................................................................... 20
2.3.5
COMPLEMENTARY ACTIVITIES ............................................................................................................ 20
2.3.6
TRAVEL SUMMARY ..................................................................................................................................... 21
2.4 MARKETING ................................................................................................................................................... 21
2.4.1
SURFING ORGANIZATIONS ..................................................................................................................... 21
2.4.2
RESOURCES .................................................................................................................................................... 22
2.4.3
INTERNET USE ............................................................................................................................................. 23
2.4.4
MARKETING SUMMARY............................................................................................................................ 23
2.5 LOCAL ASSESSMENT .................................................................................................................................. 24
2.5.1
MOST IMPORTANT FEATURES OF A PREMIER GREAT LAKES SURFING
DESTINATION .................................................................................................................................................................. 24
2.5.2
STRENGTHS OF KINCARDINE................................................................................................................ 25
2.5.3
WEAKNESSES OF KINCARDINE ............................................................................................................ 25
3
IDENTIFICATION OF MARKET DEMAND AND APPEAL ............................................. 27
3.1 LITERATURE REVIEW – IDENTIFYING MARKET CHARACTERISTICS ................................... 27
3.1.1
2013 CONSUMER INSIGHT RESEARCH: RTO7 – BRUCEGREYSIMCOE ............................... 27
3.1.2
TRAVEL AND ACTIVITIES MOTIVATIONS SURVEY (“TAMS”) 2006 .................................... 31
3.1.3
2012 WATERWAYS TOURISM PRODUCT REPORT ...................................................................... 35
3.2 SIZE OF SURFING MARKET ...................................................................................................................... 37
3.3 COMPARISON WITH COMPETITIVE SURFING DESTINATIONS ................................................ 38
4
MARKETING PLAN ................................................................................................................. 42
4.1 ASSESSMENT OF CURRENT MARKETING EFFORTS ..................................................................... 42
4.2 RECOMMENDED LOCAL INFRASTRUCTURE AND AMENITIES ................................................ 43
4.3 RECOMMENDED PROMOTIONAL RESOURCES ............................................................................... 45
4.3.1
BROADENING THE MARKET .................................................................................................................. 47
4.4 POTENTIAL STAKEHOLDER PARTNERSHIPS .................................................................................. 49
4.4.1
ANNUAL COMPETITIONS......................................................................................................................... 49
4.4.2
BEACH CLEAN-UP EVENT ....................................................................................................................... 50
4.4.3
SURF CAMP ..................................................................................................................................................... 51
4.4.4
FUNDRAISING ............................................................................................................................................... 52
5
CONCLUSIONS.......................................................................................................................... 53
APPENDIX A – ONLINE SURVEY FORM ................................................................................... 56
APPENDIX B – KINCARDINE COMMERCIAL INVENTORY ................................................. 65
APPENDIX C – ONLINE MEDIA ASSETS ................................................................................... 68
EXECUTIVE SUMMARY
With support from the Regional Tourism Organization 7 (“RTO7”), the Municipality of Kincardine has
engaged urbanMetrics inc. (“urbanMetrics”) to undertake an assessment of the feasibility of
developing and marketing Kincardine as Ontario’s premier surfing destination. urbanMetrics has been
retained to conduct an evaluation, including:

Background research/literature review – regarding surfing participation and travel
patterns amongst Canadians in order to validate our own primary market research;

Enthusiast engagement – including an online survey and discussions with existing surfers in
Ontario;

On-site field work – in order to identify and assess the market demand and appeal of surfing
in Kincardine, particularly in comparison to other popular surfing destinations; and

Marketing Plan – to develop an integrated surfing product strategy for Kincardine, including
recommended improvements and strategies to further promote surfing and leverage
waterways assets.
FINDINGS
Although the surfing opportunities in the Great Lakes are not widely known at the present time, there
has been a long history of the sport in the Great Lakes region, and there has been a growing interest in
surfing and other related activities in recent years. Kincardine boasts some of the best surf conditions
anywhere in the Great Lakes, and has the potential to establish the community as a top-of-mind
surfing destination, which offers truly unique experiences, unmatched elsewhere in Ontario.
Lake Huron, and more specifically Kincardine, is the most popular surfing destination in the Great
Lakes region based on the results of our online survey research. The popularity of Kincardine
illustrates that there is already a high familiarity with Kincardine as a surfing destination amongst
existing surfers. Its popularity can be attributed to the surfing conditions (swell sizes,
weather/seasonality, consistency of waves, water temperature, wave frequency, and accessibility) and
nearby amenities, in which Kincardine compares favourably with other competitive surfing
destinations in the Great Lakes region, and elsewhere in Canada.
Online market research has also been used to identify the demographic profile of a typical surfer1:
The primary market research for this study has been conducted using an online survey tool. It is important to note that the results of the
online survey can’t be considered projectable or statistically valid, given the sampling size and the survey respondents. However, the data
obtained through this primary research has been valuable to inform our study findings and recommendations.
1
1
Demographic Profile of Survey Respondents
Age
30 - 39 years of age (52%); 20 - 29 years of age (18%)
Gender
Males; Females (54% male)
Marital Status
Married (53%)
Employment Status
Full-time (73%)
Household Income
$100,000 - $124,000 (18%); $50,000 - $74,000 (16%)
Educational Attainment
University certificate or diploma (45%); College, CGEP or equivalent (31%)
SOURCE: urbanMetrics inc.
It is important to note that the demographic profile of a typical surfer aligns well with the target
audiences which have been identified through RTO7 Consumer Insight Research.
Market research has also been used to identify surfing participation and preferences, travel trends,
effective marketing channels, and characteristics of the surfing market in the Great Lakes region. The
key findings are summarized below:

Surfing (long and short board) and stand up paddleboarding are the two most popular types of
surfing activities.

Surfing in Kincardine is somewhat limited by seasonality and variable wave conditions, but the
largest waves are typically during the spring and fall.

In terms of surfing conditions, Kincardine compares well other popular surfing destinations
during the peak seasons, with waves up to 10 feet.

Most existing surfers identify themselves as either beginner or intermediate skill level.

The majority of existing surfers prefer destinations that are closer to home and more
convenient to access – with day trips being the most popular type of surfing excursion.

The preferred accommodations amongst surfers while on trips include private cottages and
staying with friends/family, although the recent competition demonstrated that hotels are also
popular.

Access to complementary attractions and businesses is much more convenient in Kincardine
compared to other popular surfing destinations in Canada. The most popular activities
amongst existing surfers include:
o Hiking;
o Swimming;
o Shopping; and
o Dining.

The Internet and word-of-mouth recommendations are the most important resources used
when planning a surfing excursion.
2
CONCLUSIONS
Given the unique nature of surfing in the Great Lakes region, promoting surfing in Kincardine would
help to create a unique beach culture that would distinguish the local area. The promotion of
Kincardine as Ontario’s premier surfing destination would also help to establish a unique brand
identity for Station Beach. The promotion of surfing would also provide an opportunity to establish
partnerships with nearby communities in BruceGreySimcoe (e.g. Wasaga Beach and Sauble Beach) and
contribute to the development of a diverse campaign to establish the region as Canada’s premier beach
destination. Based on the findings of our market research we have concluded that:

Any marketing initiatives to promote Kincardine as Ontario’s premier surfing destination
should focus on the primary surfing activities, which includes surfing (long and short board)
and stand up paddleboarding.

It is critical to identify other complementary attractions and businesses that would help to
draw more surfers to Kincardine. The proximity and accessibility of complementary
attractions and businesses in Kincardine should be actively marketed.

The combination of the prime wave conditions during peak season, along with the proximity of
the downtown core to Station Beach, both contribute to make Kincardine one of the best
surfing destinations in Canada.

Ensuring that surfers who visit Kincardine have a memorable experience is also critical given
the importance of word-of-mouth recommendations.

Online channels should be the focus of future marketing initiatives.

A good starting point for marketing Kincardine as Ontario’s premier surfing destination would
be the most popular surfing organizations amongst existing surfers in the Great Lakes region,
including Great Lakes Surfers and FreshCoast.

There should also be a focus on target audiences in nearby markets, including the Greater
Toronto Area, recognizing the preference for convenient access and limited travel time (i.e. day
trips).
Promoting surfing in Kincardine not only has the potential to establish a unique brand identity and
beach culture, but it also provides an opportunity to increase spending and visitation at other nearby
businesses. A strong connection between the waterfront and the main street helps to enhance visitor
experiences. Furthermore, the peak seasons for surfing are typically during the spring and fall, which
provides an opportunity for Kincardine to increase visitation during the shoulder seasons.
While it is important to recognize that the market potential for surfing in Kincardine is limited due to
seasonality, surfing in the Great Lakes region is a niche sport/recreational activity, which provides an
opportunity to increase spending and visitation amongst visitors to BruceGreySimcoe. The frontier
aspect of surfing provides an opportunity to advertise Kincardine as a distinctive destination, which
offers truly unique, captivating experiences that can’t be matched elsewhere in Ontario.
3
Based on our study finding and conclusions, a number of strategic actions have been identified as part of the marketing plan to
promote Kincardine as Ontario’s premier surfing destination:
Strategy
Safety Devices
Description
Expected Outcome(s)
> Flotation devices in case of an emergency in the water
Improved safety would help to encourage greater participation in surfing, particularly from new
surfers and those who are unfamiliar with surfing in Kincardine.
> First-aid station located close to the pier in case of injury
> More signage to indicate potential dangers (e.g. current and undertow)
Signage
> New sign on the pier that reiterates potential dangers;
> Any additional safety considerations specific to surfers.
Cost
Responsibility
$$
$$$
This should help to increase visitation amongst existing surfers. One of the biggest challenges for all
surfers in the Great Lakes region is trying to accurately predict when surf conditions will be optimal but our research indicates that surfers are willing to travel longer distances if they can guarantee
good wave conditions.
$
Local surfers/retailers;
An improved webcam that allows surfers to check live surf conditions in Kincardine, along with a
local surfing forecast, would help to attract more surfers to Kincardine from abroad.
$$
Yacht Club; Kin Surf Co.;
Surf board and wetsuit rentals make it more accessible and affordable for individuals to try surfing
for the first time. Actively encouraging visitors to try surfing would help to increase the market for
surfing in the Great Lakes region, particularly recognizing that most people can’t stop once when
they catch the “surfing bug”.
$
Private Partner (e.g. Pam
Rantz)
The development of Surf Guide would help to organize and consolidate all of the information and
resources related to surfing in Kincardine. The development of Surf Guide would help to
communicate to visitors that Kincardine is indeed a surfing hotspot that is unmatched elsewhere in
the Great Lakes region.
$$$
Municipality of Kincardine; Kin
Surf Co.
$
West Shore Lakeside Surf Shop;
Eastern Surfing Association;
Municipality of Kincardine;
Corporate Sponsors (surfing
companies); RTO7
$
Shoreline Cleanup; Corporate
Sponsors (surfing companies);
RTO7
$
companies); Private Partner
(e.g. Great Lakes Surfers)
Safety and awareness of potential dangers should be improved, particularly as more surfers are
attracted to Kincardine. Improved safety features and information will help improve the visitor
experience and ensure the surfers are familiar with important safety considerations.
> Install tourism directional signage to guide visitors towards Station Beach
> A local surf forecast
Local Surf Forecaster
> A local information source who confirms surf conditions; and
> Helps to communicate to other surfers when a prime surf day is happening/upcoming
> Upgrades to existing webcams
Improved Webcam
> Improve functionality to allow users to zoom in and out
> Provide multiple camera angles that allows you to see the lines of the waves
> Expansion of existing board rental business, or establishment of additional board rental businesses
Equipment Rentals
> Greater variety of equipment (i.e. surf (long and short), SUP, various sized wetsuits, etc...).
> Establishment of a comprehensive surf guide
Comprehensive Surf
Guide
> Primary, central source of information about surfing in Kincardine
> Available in print and online
> Focus on Internet, recognizing the Internet is the most popular resource for planning trips amongst
existing surfers and other visitors to RTO7
Annual Competition
Strategy to raise the profile of Kincardine as a surfing destination and improve the awareness of
surfing in the Great Lakes region in general. The event provides opportunities to engage local
businesses (e.g. West Shore Lakeside Surf Shop and Bruce Steakhouse) and support the local
economy in Kincardine. There are also opportunities to engage corporate sponsors to provide prizes
> Continuing to host an annual surfing competition (e.g. in partnership with Eastern Surfing Association)
and other assistance for the competition. An annual competition would allow the municipality to
attract visitors who may not have already been to Kincardine. There is also potential for significant
media coverage related to competition, which helps to improve the image and general awareness of
Kincardine as a genuine surfing destination.
> Organizing a beach clean-up event
> Participation from both surfing enthusiasts and local residents
Beach Clean-Up Event
> Provides partnership opportunities
> Local business (e.g. West Shore Lakeside Surf Shop)
This type of event would also help to create an even more welcoming atmosphere for surfers in
Kincardine, by establishing a connection with local residents and a way of giving back to the
community. A beach clean-up event would not only help to make the beach more attractive for
surfers/local residents, but also help further to establish a community atmosphere built around
surfing.
> Corporate sponsors (e.g. Volcom)
> Establishment of a surf camp for children
Surf Camp
To help attract more visitors and improve the awareness of Great Lakes surfing. Teaching children to
surf at young ages is a strategy to introduce new surfers to the sport, helping to increase the size of
> Ideal to teach young children the basics of surfing/paddleboarding, etc. as large waves wouldn't the potential market for surfing in Kincardine in future years.
be required until they are older/more advanced
> Opportunity to introduce surfing to new audiences and increase the market size
4
1 INTRODUCTION
1.1 BACKGROUND & PURPOSE
The purpose of this study is to evaluate the marketing potential of surfing in Kincardine as a tourism
experience. Although the surfing opportunities in the Great Lakes are not widely known at the present
time, there has been a long history of the sport in the Great Lakes region2, and there has been a
growing interest in surfing and other related activities in recent years. Kincardine boasts some of the
best surf conditions anywhere in the Great Lakes, and the municipality is exploring how to capitalize
on these attributes by developing and marketing surfing as a tourism experience, with the objective of
extending the tourism season into the spring and fall seasons.
The term surfing describes the water sport in which participants, referred to as surfers ride on the
surface of moving waves. There are many variations of surfing, although it generally refers to a surfer
riding a wave while standing on a long or short board. Other types of surfing activities include:




Stand up paddleboarding;
Body boarding;
Kite Boarding; and
Wind Surfing.
Stand up paddleboarding is another popular type of surfing, in which surfers ride waves while
standing (or kneeling), but also using a paddle. Stand up paddleboarding differs from surfing (long
and short board) in that it does not require waves for propulsion, which makes it popular in a variety
of types of watercourses. Body boarding typically involves surfers riding waves on their stomachs or
knees. Kite-boarding, referred to as kite surfing, is a surfing activity where surfers ride a wave while
standing and use a power kite to propel them across the water. Windsurfing combines elements of
surfing and sailing. It involves standing while riding a board that is propelled by a sail that is
connected to the board.
RTO7 and the Municipality of Kincardine would like to evaluate the tourism and economic potential if
surfing were to be developed as a visitor demand generator. The primary desired outcome is the
development of Kincardine as Ontario’s premier surfing destination, helping to enrich the region’s
diverse tourism experiences. The goals of the development of this tourism product include:
2

Increasing visitor spending and overnight stays in Kincardine and in the BruceGreySimcoe
region in general;

Establishing shoulder season surf products to extend the tourism season into the Spring and
Fall;
The Great Lakes region refers to Lake Erie, Lake Ontario, Lake Michigan, Lake Superior, Georgian Bay, Lake St. Clair and Lake Simcoe.
5

Stimulate and direct tourism investment in Kincardine and elsewhere in the BruceGreySimcoe
(“BGS”) Region;

Create job opportunities for the citizens of the region; and,

Provide quality product and service opportunities in a strategic approach that expands new
markets.
Recognizing that there are no established surfing destinations in BruceGreySimcoe, or elsewhere in
Ontario, Kincardine is well-positioned to develop a unique tourism experience that is truly one-of-akind, drawing more tourists and expenditures to Kincardine and the local area. The marketing of
Kincardine as a surfing destination and tourism experience has the potential to strengthen the
perception of the local area as a distinctive tourist destination.
This feasibility analysis includes:

Inventory and assessment of existing resources and assets;

Evaluation of the effectiveness of existing destination market efforts;

Identification of marketability gaps;

Assessment of the target audience, market segmentation and potential;

Development of specific recommendations for a product development and marketing strategy;

Validation of findings; and

Development of a regional analysis and strategic marketing action plan, which provides an
assessment of:

The tourism and economic potential if surfing were to be developed as a visitor
demand generator;

The infrastructure and amenities required to engage local stakeholders, businesses,
and individuals interested in surfing;

Recommended promotional resources to market Kincardine as a surfing destination to
target audiences;

Potential stakeholder partnerships that could be leveraged to maximize returns,
increase competitiveness, and drive growth, in order to optimize surfing as a tourism
asset.
6
1.2 METHODOLOGY
The following paragraphs summarize the principal research component of this study:
1) Background Research – We have conducted background research regarding surfing in
Ontario, and surfing participation and travel patterns amongst Canadians. This data has been
used to support our own research and evaluate the marketing potential of surfing in
Kincardine as a destination and experience.
2) Enthusiast Engagement – As part of our enthusiast engagement strategy we have designed
and administered on online survey, which was circulated using links posted on a number of
existing surfing organizations’ websites. Facebook was also used to run targeted
advertisements for the online survey, focusing on (1) Kincardine residents; (2) individuals
from Ontario who list surfing and other related activities amongst their interests; (3) those
who are members of surfing groups. The survey captured the input of 104 survey
respondents.3
The results of the online survey have been used to develop a demographic and geographic
profile of existing and potential audiences. The survey was also used to identify the target
market(s) for surfing in Kincardine.
As part of our enthusiast engagement strategy we have also consulted with existing surfing
enthusiasts in Ontario. Our consultation with the surfing community has been used to gain
insight regarding target audiences, market size, seasonality, and infrastructure requirements.
Surfing enthusiasts were also interviewed on October 27, 2013, during the 2013 Lake Huron
Fresh Water Classic (a surf competition hosted by the Eastern Surfing Association and the
Municipality of Kincardine). These interviews have been used to gain additional feedback from
the surfing community.
3) Identification of Market Demand and Appeal of the Product Area – As part of our analysis
we have conducted on-site fieldwork in Kincardine. Our fieldwork included an inventory of
existing resources and assets available in the community. Our inventory focused on the
existing surfing infrastructure in Kincardine as well as other amenities available in the
community, including accommodations, restaurants, retailers, arts/cultural attractions, and
other complementary tourism-related activities.
As part of our identification of the market demand and appeal of surfing, we have evaluated
Kincardine in comparison to other popular surfing destinations/locations in Ontario. These
competitive surfing destinations were identified based on a review of existing publications
3 This total includes 83 fully-completed online surveys and 21 partially complete on-line surveys.
7
regarding surfing in Ontario. Competitive surfing destinations were also identified through the
results of our online survey. Our evaluation and comparison includes accommodations,
restaurants, retailers, arts/cultural attractions, and other complementary tourism-related
activities.
We have also conducted a literature review to supplement our comparison of existing local
assets with other surfing destinations in Ontario and assist in identifying the market-readiness
of Kincardine to support a successful surfing destination. Our literature review has included
the following reports:

2013 Consumer Insight Research: RTO7 – BruceGreySimcoe;

Travel and Activities Motivations Survey (“TAMS”) 2006 – Canadian Activity Profile:
Surfing and Sailing While on Trips; and

2012 Waterways Tourism Product Report – Building Direction for Region’s Waterways
Tourism Product.
4) Collection of Media Assets – We have collected a series of videos and images of surfing in
Kincardine, as well as the local infrastructure and tourism-related amenities. Our collection of
media assets includes personal videos and pictures provided by surfing enthusiasts, in addition
to our own pictures and videos gathered as part of our on-site fieldwork in Kincardine,
including the 2013 Lake Huron Fresh Water Classic.
5) Development of Marketing Plan – As part of our marketing plan, we have assessed, and
proposed refinements to current marketing efforts, in order to improve effectiveness in
reaching targeted surfing markets. Our assessment includes an identification of existing
marketability gaps. We have also developed an integrated surfing product strategy, along with
the identification of complementary experiences and attractions. Our marketing plan
combines both traditional and social media, and proposes marketing materials and web site
improvements based on our assessment of the best communication channels to engage the
surfing community.
8
2 ENTHUSIAST ENGAGEMENT
Survey research has been an integral component of evaluating the feasibility and market potential of
Kincardine as Ontario’s premier surfing destination. The research and findings presented in this
report have largely been based on an online survey4.
In order to identify the market demand and appeal of surfing in Kincardine, we have established a
profile of surfers in the Great Lakes region based on discussions with existing surfing enthusiasts, in
addition to an online survey, which was administered to the public using Fluid Surveys. The online
survey was advertised through a variety of channels, including surfing organizations, surfing retailers
and Facebook. A copy of the survey form is provided in Appendix A.
A total of 104 online surveys have been completed by existing surfers in the Great Lakes region (83
fully-completed online surveys and 21 partially complete on-line surveys5). Of these 104 survey
respondents, 84 indicated that they surfed frequently/often (approximately 81% of all survey
respondents). The following subsections detail our analysis of the market demand and appeal of
surfing in Kincardine, including a demographic profile, insight into surfing participation and travel
patterns, as well as a local assessment.
2.1 DEMOGRAPHIC PROFILE
The results of urbanMetrics’ online survey research have been used to establish a demographic profile
of the surfing community in order to gain a better understanding of the market opportunity for surfing
in Kincardine. The demographic profile of a typical surfer in the Great Lakes region is shown in Figure
2-1.
FIGURE 2-1: DEMOGRAPHIC PROFILE OF SURFERS
Age
Gender
Marital Status
Married (53%)
Employment Status
Full-time (73%)
Household Income
$100,000 - $124,000 (18%); $50,000 - $74,000 (16%)
SOURCE: urbanMetrics inc., based on on-line survey research conducted during September and October 2013.
The primary market research for this study has been conducted using an online survey tool. It is important to note that the results of the
online survey can’t be considered projectable or statistically valid, given the sampling size and the survey respondents. However, the data
obtained through this primary research has been valuable to inform our study findings and recommendations.
4
Partially complete surveys were terminated by the respondents prior to reaching the end of the survey document. In most cases sufficient
information was available to analyze the results and inform the recommendations. As a result, partially completed surveys have been
incorporated as part of our analysis.
5
9
2.1.1
AGE, SEX & GENDER
Based on our consultation with surfing enthusiasts, the typical surfer is between 30 and 35 years of
age. A higher proportion of males compared to females currently participate in surfing in the Great
Lakes region, at least in Kincardine. These observations are supported by existing survey research
completed regarding the market for surfing in Lake Superior6, which indicates that although the
number of women surfers worldwide is growing, they represent a much smaller portion of the market.
The largest segment of the female market is oriented to stand up paddleboarding rather than surfing
(long or short board).
These observations tend to be supported by our online survey research, although the results indicate a
more even distribution between male and female surfers, with 54% of respondents being male. Also
52% of survey respondents indicated they were between 30 and 39 years of age. Respondents
between the ages of 20 and 29 represent the second largest segment of the surfing market according
to our online survey research. This data is supported by existing survey research regarding surfing in
Lake Superior, which indicates that 30 is the mean age for surfers7. Although these two age segments
represent the majority of the surfing market, surfing attracts individuals from a wide range of ages, as
illustrated in Figure 2-2. For example, there was a competitor at the surfing competition who was 66
years old.
FIGURE 2-2: AGE
Response
19 years of age or younger
20 - 29 years of age
70 years and older
I would prefer not to answer
Percentage
0%
18%
52%
10%
12%
6%
1%
1%
SOURCE: urbanMetrics inc., based on on-line survey research conducted during
September and October 2013.
2.1.2
MARITAL STATUS
In terms of marital status, the results of our online survey research indicate that the majority of surfers
are married, with just under 30% being single (never married), as summarized in Figure 2-3.
Prairie Perspectives Volume 12: Surfing Lake Superior, Robert Gilley and Geoff Lindberg, Lakehead University. This study analyzed the
nature of surfing in Lake Superior; likes/dislikes regarding surfing in the Great Lakes; comparison of lake and ocean surfing; identification of
how surfers began surfing; principal motivations for surfing; and interest in seeing the sport grow.
6
7
Ibid.
10
FIGURE 2-3: MARITAL STATUS
Response
Percentage
Single (never married)
Married
Living with Partner
Separated
Divorced
Widowed
28%
53%
7%
2%
5%
4%
1%
2.1.3
EMPLOYMENT
Figure 2-4 indicates that the majority of surfers have full-time employment, accounting for 73% of
survey all respondents. The results of our online survey research are similar to existing survey
research regarding surfing in nearby Lake Superior, where approximately 66% of surfers have fulltime employment.
FIGURE 2-4: EMPLOYMENT
Response
Full-Time
Part-Time
Retired
Other
Percentage
73%
7%
8%
10%
1%
2.1.4
INCOME
There is a considerable amount of variation in the annual household income amongst surfers. The
$100,000 – $124,000 income bracket is the most common, accounting for 18% of online survey
respondents, as indicated in Figure 2-5. The $50,000 – $74,000 income bracket is next most common
income bracket, representing 16% of survey respondents.
11
FIGURE 2-5: INCOME
Response
Percentage
Less than $50,000
$50,000 - $74,000
$75,000 - $99,000
$100,000 - $124,000
$125,000 - $149,000
$150,000 and above
11%
16%
14%
18%
8%
13%
19%
2.1.5
EDUCATION
The employment status and average household incomes of online survey respondents reflect the
educational attainment of surfers. Surfers who are university or college educated represent the
majority of online survey respondents. As summarized in Figure 2-6, surfers with a university
certificate or diploma account for 45% of all survey respondents, while those with a college CEGEP or
other non-university diploma account for 31%.
FIGURE 2-6: EDUCATIONAL ATTAINMENT
Response
No certificate, degree or diploma
High school certificate or equivalent
Apprenticeship or trades certificate or diploma
College, CEGEP, other non-university certificate or diploma
University certificate or diploma
Chart
Percentage
5%
7%
10%
31%
45%
2%
This data also mirrors existing research regarding surfing in Lake Superior, where the overwhelming
majority of local surfers have some type of post-secondary education and approximately 66% have a
university of college certificate.
2.1.6
GEOGRAPHIC DISTRIBUTION
In addition to our demographic profile, our online survey research was also used to identify the
geographic distribution of existing surfers. There is a strong concentration of surfers in the Greater
Toronto Area, which account for the majority of Ontario’s surfing community. While the Greater
Toronto Area accounts for a significant portion of the surfing community in Ontario, there are also
established groups of surfers in Sauble Beach, Niagara-on-the-Lake, and Wyldewood Beach, amongst
other locations. Figure 2-7 illustrates the geographic distribution of survey respondents.
12
FIGURE 2-7: GEOGRAPHIC DISTRIBUTION OF SURVEY RESPONDENTS
Our online survey research has been confirmed based on our consultation with local surfing
enthusiasts, who indicated that the surfing crowd in Kincardine is generally comprised of individuals
and groups travelling from Toronto, Grand Bend, Guelph, Kitchener, Waterloo and Sauble Beach.
2.1.7
DEMOGRAPHIC PROFILE – SUMMARY
The results of our online consumer survey research dispel the image of the typical surfer depicted in
popular culture as a young, transient, male who spends most of their time at the beach. In reality, the
typical surfer, at least in the Great Lakes region, is older, married, employed full-time and has a
relatively high household income.
2.2 SURFING PARTICIPATION & PREFERENCES
2.2.1
PRIMARY ACTIVITY
Based on our consultation with local surfing enthusiasts in Kincardine and the surrounding area, the
most popular types of surfing activities include surfing (long and short board)8, stand-up paddle-
8
Generally refers to a surfer riding a wave while standing on a long or short board.
13
boarding (“SUP”), and kite-boarding. Ash Adams, owner/operator of West Shore Lakeside Surf Shop in
Kincardine, indicated that 9 out of 10 surf boards that he has sold in the past two years have been for
stand up paddleboarding. This information is supported by the results of urbanMetrics online survey
research, which indicates that surfing (long and short board) and stand up paddleboarding are by far
the most popular surfing activities. As summarized in Figure 2-8, 64% of survey respondents who had
participated in surfing during the past 24 months indicated they typically participate in surfing (either
long or short board) and 61% indicated they typically participate in stand up paddleboarding.
FIGURE 2-8: SURFING PARTICIPATION – Q: Please indicate what type of surfing you typically participate in:
Response
Percentage
Surfing (long and short board)
64%
Wind Surfing
11%
Stand Up Paddleboarding
Kite Surfing
Body Boarding/Surfing
Other
62%
11%
11%
3%
Also, the majority of survey respondents who were interested in surfing, but had yet to have the
opportunity to try, indicated that they were interested in trying stand up paddleboarding or surfing
(long or short board). These two surfing activities clearly have the most market potential.
A higher percentage of males participate in surfing (long and short board) compared to stand up
paddleboarding. For females, a slightly higher percentage of online survey respondents indicated that
they typically participate in stand up paddle boarding as opposed to surfing.
2.2.2
LOCATION
The online survey results indicate that Lake Huron is the preferred destination for surfing in the Great
Lakes region, which reflects the potential for Kincardine to establish itself as Ontario’s premier surfing
destination. Figure 2-9 indicates that Lake Erie and Lake Ontario are also popular locations for surfing
in the Great Lakes region. Survey respondents were asked to choose a maximum of three preferred
surfing location in the Great Lakes region (as a result percentages do not sum to 100%).
14
FIGURE 2-9: PREFERRED SURFING LOCATIONS IN THE GREAT LAKES REGION – Q: Please indicate if you surf in
the Great Lakes region?
Response
Percentage
Haven't surfed in the Great Lakes region
Lake Erie
Lake Ontario
Lake Michigan
Lake Superior
Lake Huron
Georgian Bay
Lake St. Clair
Lake Simcoe
Other
2%
44%
46%
5%
4%
88%
37%
0%
5%
2%
SOURCE: urbanMetrics inc., based on on-line survey research conducted during September and
October 2013.
Kincardine has also been identified as the most popular destination for surfing in the Great Lakes
region. Approximately 70% of survey respondents ranked Kincardine as their favourite Great Lakes
surfing destination, further illustrating the market potential for surfing based on the preferences of
existing surfers, as illustrated in Figure 2-10. Kincardine was also the most common response when
surfers were asked the destination of their last surfing trip.
FIGURE 2-10: RANKING GREAT LEAKES SURFING DESTINATIONS – Q: Rank your favourite Great Lakes surfing
destination (up to five):
1st
Kincardine - Lake Huron (Kincardine)
Sauble Beach - Lake Huron (Sauble Beach)
Grand Bend - Lake Huron (Grand Bend)
Inverhuron - Lake Huron (Kincardine)
Southampton - Lake Huron (Southampton)
Erieau - Lake Erie (Erieau)
D-Land - Lake Erie (Lowbanks)
Alona Bay - Lake Superior (Sault Ste. Marie)
The Pier - Lake Ontario (Burlington)
Patterson Park - Lake Ontario (Kingston)
Birthdays - Lake Ontario (Niagara)
Bluffers Park - Lake Ontario (Toronto)
Hutches - Lake Ontario (Burlington)
Lang's Left - Lake Ontario (Toronto)
Other
70%
30%
11%
21%
9%
0%
0%
0%
0%
0%
0%
18%
0%
20%
31%
2nd
12%
26%
26%
42%
18%
50%
29%
0%
20%
0%
33%
47%
0%
0%
12%
3rd
12%
22%
16%
17%
36%
17%
29%
50%
40%
50%
33%
18%
0%
60%
12%
4th
4%
11%
21%
8%
27%
33%
43%
0%
20%
50%
0%
6%
0%
20%
25%
5th
2%
11%
26%
12%
9%
0%
0%
50%
20%
0%
33%
12%
100%
0%
19%
2.2.3
SURFING ABILITY
Approximately 81% of survey respondents indicated that their surfing ability could be described as
beginner or intermediate, as summarized in Figure 2-11.
15
FIGURE 2-11: SURFING ABILITY – Q: Please describe your surfing ability:
Response
Beginner
Intermediate
Advanced
Highly Advanced
Percentage
45%
36%
17%
3%
SOURCE: urbanMetrics inc., based on on-line survey research conducted
during September and October 2013.
Recognizing that survey respondents also identified Kincardine as the preferred destination for
surfing in the Great Lakes region, Kincardine appears to be a good location for individuals who are
new to surfing.
2.2.4
EXPERIENCE
In terms of experience as surfers, survey respondents indicated that they have been surfing for an
average of seven years. Overall, there appears to be a large variation in terms of the experience of
surfers in the Great Lakes region. Although many survey respondents have been surfing for several
years, only 21% indicated that they had participated in a surfing event or competition.
FIGURE 2-12: LAKE HURON FRESH WATER CLASSIC
Building on the success of the 2013 Lake Huron Fresh Water Classic and continuing to promote surfing
events hosted in Kincardine would be an effective method of increasing awareness about surfing in
Kincardine. Competitions also provide a greater incentive for the first-time visitors to try surfing in
Kincardine.
16
2.2.5
SEASONALITY
Although Kincardine features some of the best surfing conditions anywhere in the Great Lakes region,
the peak seasons for surfing in Kincardine are in the spring and fall, when most people are not
planning to visit beaches or participate in water activities in Kincardine. These types of activities are
normally associated with the summer months. During the summer, the waves in Kincardine are
typically not large enough to permit surfing (both long board and short board), although calmer wave
conditions are attractive for many stand up paddle boarders, particularly beginners. Existing survey
research indicates that the peak seasons for surfing (long and short board) in nearby Lake Superior
are also during the spring and fall.
The recommended wetsuit for surfing in cold weather in the Great Lakes region is a
6/5/4 mm suit (with hood, mitts and boots) according to information provided by
Surf Ontario. With proper equipment temperature is not a deterrent for core
surfers, although it may be a barrier to entry for new surfers, who may be reluctant
to try learning in cold water conditions.
Although wave conditions dictate that surfing is limited in Kincardine during the
summer, many people enjoy standup paddleboarding in Kincardine during these
months. The results of our online survey research indicate that Kincardine attracts
a considerable number of surfers and stand up paddleboarders during June, July and August as well as
during the peak season for surfing in the local area.
2.2.6
SUMMARY OF SURFING PARTICIPATION & PREFERENCES
The results of our online consumer survey research indicate that Kincardine is viewed as the best
surfing destination in the Great Lakes region. Although wave and weather conditions are variable
throughout the year, Kincardine is already among the most popular surfing destinations in the Great
Lakes region, and has potential to further establish itself as Ontario’s premier surfing destination.
Although wave conditions are generally not conducive to surfing (long and short board) during the
summer months, many stand up paddle boarders prefer these calmer conditions, particular those who
are new to the sport or less advanced.
2.3 TRAVEL
2.3.1
TIME (DISTANCE)
Recognizing that surf conditions in the Great Lakes region are variable and there are limited times
each year when surfing is possible, surfers in Ontario are often willing to travel long distances in order
to take advantage of the best surf conditions. For example, the surfing market in Kincardine is
generally comprised of individuals and groups travelling from Toronto, Grand Bend, Guelph,
Kitchener, and Sauble Beach, as indicated previously. The 2013 Lake Huron Fresh Water Classic
17
attracted competitors from BruceGreySimcoe, but also
participants from further abroad, including the United States.
Despite observations that surfers are often willing to travel
long distances in order to access the best wave conditions,
our survey research indicates that the majority of survey
respondents prefer to surf at locations which require less
than 1 hour of travel from home. Figure 2-13 also indicates
that most surfers won’t travel more than 4 hours, although
there is a considerable portion of the surfing community with a willingness to travel anywhere from
one to four hours in order to surf in the Great Lakes region.
FIGURE 2-13: TRAVEL DISTANCE – Q: Please specify how far you normally travel to surf when surfing in the
Great Lakes region:
Response
Less than 1 hour
1 - 2 hours
3 - 4 hours
Greater than 4 hours
Percentage
60%
19%
19%
2%
The existing survey research conducted for surfing on Lake Superior indicates that geographic
proximity is one of the major attractions for Great Lakes surfing. There is an opportunity for
Kincardine to promote itself as a premier surfing destination, but also as a more convenient
alternative to international surfing destinations that people more commonly associate with surfing
(e.g. California, Hawaii, etc.).
2.3.2
NUMBER OF TRIPS & LENGTH OF STAY
The results of our online survey indicate that the average surfer went on 16 surfing trips during the
past two years. It is important to note that surfing trips have been defined as any form of travel,
including local travel within your own community and also travel to locations outside of your local
community, province or country. Figure 2-14 indicates that day trips are the most common type of
surfing excursion amongst survey respondents. This is typical of most surfing trips made within
Ontario. There were also a number of respondents who went on surfing trips for a period of one or
two weeks. The survey results indicate that these trips were made to destinations outside of Ontario.
18
FIGURE 2-14: TYPICAL LENGTH OF STAY – Q: Please indicate the typical length of stay on your l ast surfing trip
(during the past 24 months):
Response
Day trip
1 night
2 nights
3 nights
Other
Percentage
42%
7%
9%
9%
33%
2.3.3
TRAVEL ARRANGEMENTS & ACCOMMODATIONS
Based on our consultation with existing surfing enthusiasts, most surfing trips are limited to
individuals who are actually surfing, although spouses, children and friends may occasionally join to
watch. Some surfers also travel with photographers to document their surfing experiences. For
example, many surfers travelled with spouses and other family/friends when participating in the 2013
Lake Huron Fresh Water Classic.
Our online survey research indicates that surfers typically travel with an average of 3 other surfers.
The majority of surfers do not travel with children, although almost 42% of survey respondents
indicated that they do bring children along on surfing trips.
In terms of accommodations, the results of our online survey indicate that private cottage rentals and
staying with friends/family were the two most common types of accommodation used by surfers while
on surfing trips. As illustrated in Figure 2-15, hotels and campgrounds are also popular
accommodation choices amongst survey respondents.
FIGURE 2-15: ACCOMMODATION PREFERENCES – Q: Please indicate the type of accommodations you looked for
on your last surfing trip (during the past 24 months):
Response
Resort
Campground
Bed & Breakfast
Hotel
Motel
Other (e.g. private cottage rental)
None
Percentage
2%
12%
7%
14%
2%
40%
23%
SOURCE: urbanMetrics inc., based on on-line survey research conducted during September and October
2013.
19
2.3.4
SPENDING
Figure 2-16 shows the distribution of average daily spending reported by online survey respondents.
We have not shown the average daily expenditure values for each category, recognizing that the online
survey results tend to overstate the actual spending. Our survey results indicate that surfers likely
spend more than the typical visitor to destinations in BruceGreySimcoe, who spent an average of $87
per same day visit in 2010, according to Statistics Canada microdata based on the Travel Survey of
Residents of Canada.
FIGURE 2-16: AVERAGE DAILY SPENDING (PER INDIVIDUAL) – Q: Please indicate how much you spent daily
while on your last surfing trip (during the past 24 months):
Distribution of Average Daily Spending
Surfing (rental/purchase of equipment)
Accommodation
Dining
Shopping
Travel
Entertainment
3.8%
11.3%
20.8%
11.3%
41.5%
11.3%
SOURCE: urbanMetrics inc., based on on-line survey research conducted during September and
October 2013.
There was a major variation in the responses, which were largely dependent on the length of stay and
travel distance. In general, survey respondents who indicated that they had traveled to international
destinations for surfing trips had considerably higher expenditures than those who have only surfed in
the Great Lakes region. Average daily expenditures by surfers on surfing (rental/purchase of
equipment) were also higher while on overnight trips, compared to day trips. The average travel
expenditures were significantly higher for overnight trips.
2.3.5
COMPLEMENTARY ACTIVITIES
Based on the results of our online survey research, the most popular complementary activities for
surfers include:

Hiking

Swimming

Shopping

Dining

Arts/cultural attractions

Events
20
2.3.6
TRAVEL SUMMARY
In terms of travel preferences amongst existing surfers, the results of our online consumer survey
research indicate that Kincardine is primarily a popular destination for short-term travel, particularly
day trips, although the duration of trips to Kincardine varied. Many surfers travel in groups, and
somewhat surprisingly, almost 40% of surfers travel with children. It is important to note that these
groups include both surfers and non-surfers. The preferred type of accommodation amongst existing
surfers is private cottage rentals. Only about one in four surfing trips involved an overnight stay in a
hotel, motel, resort, or bed and breakfast establishment.
The average daily spending amongst surfers is relatively high, although spending varies dramatically
depending on length of stay and travel distance. The are a number of complementary activities
identified by existing surfers, which should be the focus of the marketing plan, along with the
promotion of surfing and stand up paddleboarding. Developing and promoting these complementary
attractions is an important aspect of establishing Kincardine as Ontario’s premier surfing destination.
The combination of these complementary attractions, along with the optimal surfing conditions at
Station Beach (relative to other Great Lakes locations) contributes to make Kincardine a compelling
destination for surfers.
2.4 MARKETING
In order to examine the marketing channels used by the existing Great Lakes surfing market we have
identified the most commonly used:



2.4.1
Surfing organizations;
Resources used for planning surfing excursions; and
Websites.
SURFING ORGANIZATIONS
In order to evaluate the best methods for marketing surfing in Kincardine to the existing surf
community in the Great Lakes region, we have identified the various surfing organizations that survey
respondents belong to, and use for planning surfing trips. As shown in Figure 2-17, Great Lakes
Surfers and FreshCoast are the two most popular surfing organizations/websites used by online
survey respondents.
21
FIGURE 2-17: AFFILIATION WITH SURFING ORGANIZATIONS – Q: Please indicate whether you are a member of
the following surfing organizations:
Response
Great Lakes Surfers
Fresh Coast
Origin Surf
NOTL Surf Club
Surfers Village
Sodium Free Surf
Surfing Waves
Other
None
Percentage
42%
23%
17%
2%
4%
0%
1%
14%
43%
As a result, these organizations are a good starting point for connecting with the existing surf
community and marketing Kincardine as Ontario’s premier surfing destination. Recognizing that there
are also many surfers who do not belong to any specific surfing organization, we have also evaluated
other resources consulted by surfers in the following subsection.
2.4.2
RESOURCES
To supplement our evaluation of the organization most often consulted by the existing surfing
community, we have also assessed the use of other resources when planning surfing trips. Figure 2-18
indicates that the Internet is undoubtedly the most popular method of planning surfing excursions.
FIGURE 2-18: RESOURCES CONSULTED TO PLAN SURFING TRIPS – Q: Please indicate what resources you
typically consult to plan surfing trips?
Response
Internet
Word-of-mouth recommendations
Past experience
Print articles - newspapers, magazines, etc...
Maps
Regional travel guides/brochures
Other
Travel agent
Radio
Newspaper
Percentage
88%
71%
50%
17%
13%
13%
12%
8%
4%
0%
SOURCE: urbanMetrics inc., based on on-line survey research conducted during September and October
2013.
Word of mouth recommendations are an important way to encourage surfers to try new locations, and
also a good way to encourage new surfers to begin surfing, particularly in the Great Lakes region.
There is a major lack of awareness about surfing in the Great Lakes region. As a result, most new
22
surfers learn about the possibility of surfing in the local area from word-of-mouth recommendations,
or simply from watching individuals. Without word-of-mouth recommendations many potential
visitors would not know that surfing is possible in Kincardine, or elsewhere in the Great Lakes region.
Recognizing that word-of-mouth recommendations are an important resource consulted by surfers
when planning surfing trips, social media will be an important method of expanding word-of-mouth
promotion opportunities.
2.4.3
INTERNET USE
Recognizing that the Internet is the most important resource for surfers when planning surfing trips,
we have also analyzed the ways in which the existing surf community uses the Internet. Figure 2-19
indicates that weather forecasting is the primary reason surfers use the Internet when planning
surfing trips. A significant number of surfers also use the Internet for the purposes of identifying
surfing destinations, using maps to navigate to surfing locations, booking overnight accommodations,
and social networking with other surfers.
FIGURE 2-19: INTERNET USE WHILE PLANNING SURFING TRIPS – Q: Please describe the use of the internet to
plan surfing trips:
Response
Weather forecasting
Booking overnight accommodations
Identifying surfing destinations/locations
Purchasing tickets for entertainment/other activities
Travel reservations (i.e. plane, rail or bus trips)
Using maps to surfing locations
Social networking with other surfers
Other
No Internet use
Percentage
85%
48%
71%
37%
38%
62%
48%
2%
4%
These survey results help to inform our research by indicating the most effective types of websites to
focus on for the purposes of marketing Kincardine as Ontario’s premier surfing destination.
2.4.4
MARKETING SUMMARY
The results of our online consumer survey research indicate that the Internet is the most popular
resource used by existing surfers to plan surfing excursions. Word-of-mouth recommendations are
also an important resource influencing the decisions of surfers about where to surf. As a result, social
media will be a vital component of marketing a strategy to promote Kincardine as Ontario’s premier
surfing destination. Traditional media sources are less important, although they should continue to be
included as part of the marketing plan.
23
2.5 LOCAL ASSESSMENT
2.5.1
MOST IMPORTANT FEATURES OF A PREMIER GREAT LAKES SURFING DESTINATION
As summarized in Figure 2-20, the most important features identified by the survey respondents for a
premier surfing destination in the Great Lakes region include (in order of importance):

Swell sizes;

Weather/seasonality;

Consistency of waves;

Water temperature;

Wave frequency; and

Accessibility.
FIGURE 2-20: MOST IMPORTANT FEATURES OF A PREMIER GREAT LAKES SURFING DESTINATION – Q: Please
rank your top 5 most important features of a premier great lakes surfing destination:
Weather/seasonality
Swell sizes
Wave frequency
Consistency of waves
Water temperature
Air temperature
Availability of pier
Availability of showers & change rooms
Safety
Lack of competing water activities
Few other surfers (lack of crowds)
Availability of additional outdoor recreational activities
Availability of nearby shops/restaurants
Availability of accommodations
Accessibility
1
2
3
4
5
58%
50%
10%
24%
4%
0%
14%
0%
8%
0%
0%
0%
0%
0%
0%
13%
31%
43%
36%
17%
40%
14%
0%
25%
0%
8%
0%
0%
0%
7%
0%
6%
29%
28%
48%
20%
14%
50%
8%
50%
25%
0%
18%
29%
27%
10%
9%
10%
8%
22%
10%
29%
50%
50%
50%
17%
50%
45%
57%
7%
19%
3%
10%
4%
9%
30%
29%
0%
8%
0%
50%
50%
36%
14%
60%
The availability of showers and change rooms was also an important consideration amongst existing
surfers, but only after features related to surf conditions. The survey results clearly indicate that
prime conditions are an essential requirement of a premier surfing destination. The pier is also an
attractive feature distinguishing Kincardine from other surfing destinations in the Great Lakes region.
According to existing survey research regarding surfing in Lake Superior, the major attractions of
surfing in the Great Lakes region include:

The lack of crowds;

The friendly atmosphere; and

The frontier aspect of surfing (particularly in the Great Lakes region).
24
The frontier aspect of surfing provides an opportunity to advertise Kincardine as a distinctive place
featuring one-of-a-kind experiences that aren’t available elsewhere in Ontario. The frontier aspect
also makes surfing in the Great Lakes region a point of pride, even amongst the most avid surfers.
2.5.2
STRENGTHS OF KINCARDINE
Based on our consultation with surfing enthusiasts in Ontario, along with the results of our online
survey, Kincardine benefits from the best surf conditions in Ontario. Surfers can experience very long
rides compared to other surfing destinations in the Province, made possible by the ideal surf
conditions at Station Beach. The best surf conditions in Kincardine, occur with a wind direction from
the northwest, which is a common occurrence based on historic weather conditions.
Although weather and wind conditions are variable throughout the year, Kincardine boasts some of
the best surf conditions in Ontario, with swells up to 10 feet in size. The prime surf conditions in
Kincardine, relative to other destinations in Ontario and Canada, have been featured in a number of
publications, which consistently rank Station Beach amongst the top surfing destinations in Canada.
For example, Kincardine has been named one of the Canada’s Top Surf Spots by Redbull9; Explore
Magazine ranked Kincardine as the second best surfing destination in Canada, behind only Tofino,
British Columbia10; and Canoe ranked Kincardine amongst the Top 9 Places to Surf in Canada11.
The pier is one of the most significant existing attractions for surfers in Kincardine. The pier makes it
easier to catch waves, by allowing surfers to save energy and avoiding having to paddle out into the
lake from the beach. Instead surfers are able to jump off the pier, which extends approximately 180
metres into the Lake Huron, closer to where surfers catch waves, at a point where deeper water
intersects with the sandbar, producing swells suitable for surfing. Moreover, not only does the pier
make it easier for surfers to catch waves, but it also helps to improve the quality and consistency of the
waves.
Another major strength of surfing in Kincardine is the proximity of Station Beach to the downtown
area. Many other surfing destinations are somewhat isolated from retail facilities and
accommodations, or require a long hike from a parking area to the water. Whereas in Kincardine,
surfers are able to park for free at Station Beach, which is located less than 500 metres from
Kincardine’s downtown core, which offers a broad range of retailers and services.
2.5.3
WEAKNESSES OF KINCARDINE
The biggest weaknesses of surfing in Kincardine are seasonality/lack of awareness, and proximity to
major centres based on urbanMetrics’ market research.
9
http://www.redbull.ca/cs/Satellite/en_CA/Article/Canadas-Top-Surf-Spots-021243209457735
10
http://explore-mag.com/7616/adventure/where-to-surf-in-canada
11
http://www.canoe.ca/Travel/Galleries/Canada/2013/07/16/20980901.html?&pic=8
25
Seasonality is a major drawback of surfing in Kincardine, but this affects all Great Lakes locations.
Many people are not aware that surfing is possible in the Great Lakes region, and associate surfing
with tropical beaches and warm weather. While Kincardine boasts some of the best surf conditions in
Ontario, the peak season is during the spring and fall months, when water and air temperatures can be
very low. Also, the waves can be inconsistent, particularly in comparison to surfing destinations on
the ocean. There are only a maximum of 6 – 10 good surfing days during the summer, and it is not
unusual for there to be none.
Inconsistency of waves has also been identified as the biggest complaint about surfing in the Great
Lakes region according to the existing research which focuses on Lake Superior. The wait times are
longer than in the ocean and waves don’t last for nearly as long. In the Great Lakes region, surfing
rides often last less than 30 seconds, which is short compared to rides which can last up to 5 minutes
on ocean swells.
There is a lack of awareness of the potential for surfing in Kincardine, in part because of seasonality.
At the same time, the cold water and air temperatures during peak surfing season may act as a
deterrent to some potential surfers.
Based on previous research in other surfing communities, there was a concern that with the continued
development and promotion of surfing in Kincardine, anonymity/privacy could become an issue.
Previous research has indicated that surfers are often secretive about good surfing locations and do
not necessarily enjoy sharing prime surfing locations with others. Despite previous research, our
consultation with existing surfing enthusiasts who surf in Kincardine indicated that
anonymity/privacy is not really an issue. From the perspective of these existing surfing enthusiasts,
the Internet has eliminated almost any anonymity/privacy.
Furthermore, weather will also dictate how many surfers actually participate on a given day – not
everyone is willing to jump in Lake Huron during the fall and spring. On a day with prime surf
conditions there will often be approximately 25 – 30 surfers in the water in Kincardine, in addition to
another 10 – 15 kite-boarders. Based on discussion with local surfers, there is sufficient capacity to
increase the number of surfers and kite-boarders in Kincardine by approximately 30% (10 – 15
additional surfers).
Recognizing the weaknesses of Kincardine as a surfing destination, the marketing strategy should
focus on what can be changed – the lack of awareness about surfing in Kincardine. With competitions,
the establishment of central information sources, surf programs, and expanded rental operations
Kincardine can promote greater awareness about the potential for surfing, and continue to build on
the growing popularity the sport.
26
3 IDENTIFICATION OF MARKET DEMAND AND APPEAL
3.1 LITERATURE REVIEW – IDENTIFYING MARKET CHARACTERISTICS
In addition to urbanMetrics’ online survey research, we have also reviewed existing market research
relating to surfing in Canada and the tourism industry in BruceGreySimcoe. This literature review has
been used to supplement our own survey research, in order to further identify and confirm the
characteristics of the surfing market. It is important to note that there have been a limited number of
existing studies which have focused on surfing activity, particularly in the Great Lakes Region. As a
result, our review of existing market research includes the following reports:

2013 Consumer Insight Research: RTO7 – BruceGreySimcoe;

Travel and Activities Motivations Survey (“TAMS”) 2006 – Canadian Activity Profile: Surfing and
Sailing While on Trips; and

2012 Waterways Tourism Product Report – Building Direction for Region’s Waterways Tourism
Product.
The findings and conclusions of these studies have been used to supplement urbanMetrics’ market
research and inform our evaluation of the market potential for Kincardine to establish itself as
Ontario’s premier surfing destination. It is important to the note that the findings of our primary
market research are consistent with the findings and recommendations of the Consumer Insight
Research conducted by RTO7. There are a number of similarities, particularly in terms of travel
preferences, marketing channels, target demographics and geographic markets, which strengthens the
validity of our findings.
3.1.1
2013 CONSUMER INSIGHT RESEARCH: RTO7 – BRUCEGREYSIMCOE
In partnership with TNS, the Ontario Ministry of Tourism, Culture and Sport, and the Ontario Tourism
Marketing Partnership Corporation, Consumer Insight Research (2013) was undertaken by RTO7 to
evaluate the local tourism market in terms of:

Perceptions;

Awareness, Interest & Visitation;

Implications;

Traveler Segmentation; and

Tourism Growth Opportunities.
We have used this research to help characterize the target audiences and identify potential
opportunities to promote surfing in Kincardine to specific market segments.
27
BruceGreySimcoe already boasts a variety of unique and diverse outdoor experiences, and promoting
surfing would help to further establish the perception of the local area as a unique, all-season
destination. The results of the Consumer Insight Research indicate that the region is considered a
unique place that is ideal for enjoying outdoor activities. There is also an opportunity to increase
visitation by offering many possibilities for tourists to immerse themselves in new and different
experiences and create lasting memories. Surfing is well-positioned to deliver on these tourism
development opportunities.
According to the Consumer Insight Research, Nearby Ontario12 has been the primary source market
for travelers to destinations in BruceGreySimcoe. As illustrated in Figure 3-1, Nearby Ontario
recorded the highest percentage of respondents who stated that they had ever visited
BruceGreySimcoe. Nearby Ontario also recorded the highest percentage of respondents who stated
they had visited BruceGreySimcoe in the past two years, and those with a strong interest in visiting
BruceGreySimcoe in the next two years.
FIGURE 3-1: INCIDENCE OF VISITATION AND INTEREST BY SOURCE MARKET
Travellers Residing In...
ONTARIO
Ontario Nearby
Other Ontario
QUEBEC
KEY U.S. MARKETS
New York State
Pennsylvania State
Ohio State
Michigan State
OTHER U.S.
Percent Of Travellers From Each Source Market Stating…
Visited BruceGreySimcoe….
Very Interested In Visiting In
Ever (%)
In Past Two Years (%)
Next 2 Years (%)
57
29
36
60
34
40
53
22
31
16
3
16
8
2
11
14
3
12
6
2
9
5
1
10
12
2
13
7
3
13
SOURCE: RT07, TNS, OTMPC Consumer Inisght Research (2013)
This data supports the results of urbanMetrics online survey research. At the same time, there are also
opportunities to attract tourists from further abroad, and increase the attractions for those in nearby
source markets, including:

Giving existing tourists reasons to continue visiting the local area;

Providing compelling amenities, attractions, and experiences;
This area encompasses Regional Tourism Organizations 4, 5, 6, 8, and 12, including the Greater Toronto Area. RTO4 – Huron, Perth,
Waterloo and Wellington; RTO5 – Greater Toronto Area; RTO6 – York, Durham and Hills of Headwaters; RTO8 – Kawarthas and
Northumberland; and RTO12 – Muskoka, Parry Sound and Algonquin Park
12
28

Developing innovative product packages, while also improving the quality of existing
experiences to maximize growth potential; and

Identifying traveler segments and geographic markets that should be targeted.
The US Nearby, which includes Michigan, Ohio, New York State and Pennsylvania, is another important
source market for tourists visiting BruceGreySimcoe. This data is supported by the attendance at the
2013 Lake Huron Fresh Water Classic, which attracted competitors from across Ontario, in addition to
participants from the United States, including from New York and Michigan.
The Consumer Insight Research also indicates that Nearby Ontario is the best target market in terms of
awareness, interest and visitation to destinations within BruceGreySimcoe. Figure 3-2 indicates that
Nearby Ontario recorded a significantly higher proportion of recent visitors during the past two years,
and visitors who plan to return compared to other potential source markets. This source market also
recorded the lowest proportion of non-visitors who are unfamiliar with destinations in
BruceGreySimcoe, or have no interest in visiting.
FIGURE 3-2: RTO7 AWARENESS, INTEREST AND VISITATION FROM NEARBY ONTARIO
SOURCE: RTO7, TNS, OTMPC Consumer Insight Research (2013)
Nearby Ontario should remain the primary target market for destinations in BruceGreySimcoe.
Promoting diverse, multi-season experiences has, and will continue to be critical for promoting
tourism in the local area based on the Consumer Insight Research. Establishing Kincardine as
Ontario’s premier surfing destination would create a very distinctive experience/attraction that would
enhance the diversity of tourism offerings in BruceGreySimcoe.
The RTO7 Consumer Insight Research is also helpful for identifying the most popular types of activities
for visitors to the local destinations, such as Kincardine. Outside of visiting family and relatives, the
most popular types of activities amongst visitors to BruceGreySimcoe include:
29

Visiting a beach (32%);

Hiking / climbing (23%);

Shopping (22%);

Dining in restaurants (18%);
Surfing is grouped with other water activities, which together were identified as another popular
activity, with 7% of visitors participating while visiting BruceGreySimcoe. There are also a number of
other complementary activities identified through the RTO7 Consumer Insight Research, which
support the results of our online survey, and correspond with other existing research.
As indicated by the results of our online survey research, the surfing community is comprised of
individuals from a variety of different backgrounds. As a result, it is difficult to associate surfers with
any one of the twelve Travel Segments identified as part of the Consumer Insight Research. The surfing
community can be best characterized by “Sports Lovers” and “Connected Explorers”. Both “Sports
Lovers” and “Connected Explorers” are considered current market segment priorities and should be
the focus of tourism promotion for destinations in BruceGreySimcoe.
In terms of demographics, “Sports Lovers” are typically middle-aged couples, who may or may not
have children, whereas “Connected Explorers” are typically younger couples, who may or may not
have children. These two markets are considered high value segments, given that they have among
the highest average annual household incomes and travel budgets, as well as the highest number of
trips during the past 12 months, as indicated in Figure 3-3. “Connected Explorers” also have amongst
the highest average spending while on trips, and significantly higher spending than the average visitor
to BruceGreySimcoe.
FIGURE 3-3: RTO7 MARKET SEGMENT DEMOGRAPHICS
Market Segment
Pampered Relaxers
Sports Lovers
Knowledge Seekers
Up & Coming Explorers
Connected Explorers
Aces
Outgoing Mature Couples
Family Memory Builders
Mellow Vacationers
Nature Lovers
Solitaires
Youthful Socializers
Average
Annual
Household
Income
$105,554
$103,533
$102,480
$88,361
$93,080
$77,205
$68,152
$82,159
$80,141
$70,547
$62,507
$66,383
Average
Annual
Household
Travel Budget
$4,232
$3,868
$4,713
$4,637
$4,267
$3,093
$2,562
$2,213
$2,061
$2,172
$1,990
$2,029
Average
Average Trip
Number Of
Average Party
Length (In
Trips In Past 12
Size Per Trip
days)
Months
2.8
6.4
3
3.3
5.4
3.2
3.1
8
2.7
3.5
4.6
2.8
3.6
5.8
2.8
2.8
4.6
2.9
2.6
6.8
3.6
2.3
4.9
4.1
2.2
5.4
2.5
3.1
5.4
3.7
2.5
6
1.6
2.4
4.7
2.9
ABOVE AVERAGE
BELOW AVERAGE
SOURCE: RT07, TNS, OTMPC Consumer Inisght Research (2013)
30
The Consumer Insight Research also recommends methods of reaching target market segments:

“Connected Explorers” have a high proportion of digital media use, and a moderate – high
proportion of traditional media use.

“Sports Lovers” have a moderate proportion of digital media use, and a moderate – high
proportion of traditional media use.
The most effective way to reach customers is through the Internet, recognizing that 90% of the sports
lover segment uses the Internet and 98% of Connected Explorers use the Internet, while rates were
much lower for other types of media (e.g. newspapers). A comprehensive digital strategy that
embraces advertising, booking, itinerary planning, real time assistance and social media relationships
is recommended to promote tourism growth in BruceGreySimcoe.
3.1.2
TRAVEL AND ACTIVITIES MOTIVATIONS SURVEY (“TAMS”) 2006
In addition to helping quantify the size of the market for surfing in the Great Lakes Region, the 2006
TAMS research has been used to validate the results of our survey research, particularly in terms of
identifying complementary activities. The 2006 TAMS research indentifies a number of
complementary amenities and activities enjoyed by the surfing community, including:

Other outdoor recreational activities;

Other complementary activities and local amenities; and

Accommodations.
Figure 3-4 illustrates the results of the 2006 TAMS research in regards to the most common outdoor
activities for sailors and surfers:
31
FIGURE 3-4: OTHER OUTDOOR ACTIVITIES PURSUED BY SAILORS AND SURFERS
Swimming
Day outing to a park
Exercising at home or at a fitness club
Hiking
Cycling
Gardening
Picnicking
Sailing or other boating
Camping
Jogging
Canoeing or kayaking
Golfing
Downhill skiing
Ice-skating
Playing team sports
Playing racquet sports (e.g., tennis or badminton)
Fishing
Cross-country skiing
Rollerblading
Riding an all-terrain vehicle (ATV)
Snowboarding
Horseback riding
Snowmobiling
Hunting
Skateboarding
79.6%
74.1%
68.9%
67.1%
61.5%
61.0%
54.1%
51.8%
49.0%
40.2%
39.3%
37.9%
35.8%
34.9%
34.6%
30.9%
28.3%
25.1%
24.4%
16.1%
13.9%
12.8%
11.9%
5.2%
3.8%
SOURCE: TAMS 2006: Canadian activity profile: sailing and surfing while on trips
There is a significant amount of overlap between the outdoor activities pursued by sailors and surfers
according the 2006 TAMS research, and those activities identified through our online survey research
in Section 2 of this report. Both swimming and hiking were identified as popular activities enjoyed by
surfers based on urbanMetrics’ online survey research. Hiking was also identified through the RTO7
Consumer Insight Research.
Like the outdoor recreational activities listed in Figure 3-4, the 2006 TAMS research confirms the
findings of our online survey research in regards to the most popular complementary activities
pursued by surfers. There is significant overlap between our online survey research and the TAMS
results shown in Figure 3-5. Dining is the most common entertainment-related activity pursued by
surfers according to the 2006 TAMS research and urbanMetrics’ online survey research.
32
FIGURE 3-5: ENTERTAINMENT ACTIVITIES PURSUED BY SAILORS AND SURFERS
Going out to eat in restaurants
Going to festivals or fairs
Going to amateur sporting events
Going to bars with live pop or rock bands
Going to historic sites or heritage buildings
Going to live theatre
Going dancing
Going to art galleries or art shows
Going to museums
Going to pick-your-own farms or farmers' market
Going to professional sporting events
Going to rock music concerts
Going to zoos or aquariums
Going to botanical gardens
Going to amusement or theme parks
Going to day spas
Going to classical music concerts
Going to jazz clubs
Going to gamble in casinos
Staying overnight in a hotel or B&B in own city
Going to the ballet
Going to the opera
Going to rodeos
94.2%
66.2%
52.9%
44.7%
44.5%
42.0%
41.4%
40.7%
40.0%
39.7%
38.7%
34.3%
32.1%
31.4%
27.5%
23.2%
22.9%
16.1%
15.5%
12.5%
11.9%
11.5%
9.8%
We have also used the results of the 2006 TAMS research to identify the most common types of
accommodations used by surfers, as summarized in Figure 3-6. It is important to note that while there
is some overlap between the types of accommodations identified in the 2006 TAMS research, the
majority of the online survey respondents indicated a preference to stay with friends or rent private
cottages for the purposes of overnight stays while surfing.
33
FIGURE 3-6: ACCOMMODATIONS PURSUED BY SAILORS AND SURFERS
Sailors and Surfers
Seaside Resort
A Public Campground in a National, State, Provincial or Municipal Park
Lakeside / Riverside Resort
A Private Campground
Ski Resort and Mountain Resort
A Camp Site in a Wilderness Setting
Health Spa
Country Inn or Resort with Gourmet Restaurant
Wilderness Lodge You can Drive to by Car
A motor Home or RV while Traveling or Touring
Farm or Guest Ranch
Remote or Fly-In Wilderness Lodge
On a Houseboat
Remote or Fly-In Wilderness Outpost
Cooking School
Wine Tasting School
45.6%
37.3%
32.2%
27.5%
26.7%
17.0%
10.4%
8.7%
7.3%
5.2%
4.6%
3.0%
2.9%
1.6%
0.9%
0.6%
Recognizing the similarities between the findings of urbanMetrics’ online survey research and the
TAMS research, the marketing plan should focus on these types of complementary activities. The
TAMS research is also helpful for identifying media consumption habits amongst the surfing
community, which can be used to refine and focus marketing efforts that promote Kincardine as
Ontario’s premier surfing destination.
34
PARTS OF
TRIPS BOOKED
OVER THE
INTERNET
TYPES OF WEBSITES
CONSULTED
INFORMATION SOURCES CONSULTED
FIGURE 3-7: RESOURCES USED TO PLAN TRIPS
An Internet website
Advice of others / Word-of-mouth
Past experience / Been there before
A travel agent
Maps
Articles in newspapers / magazines
Official travel guides or brochures from state / province
Visitor information centres
Travel guide books such as Fodor's
Advertisements in newspapers / magazines
An auto club such as CAA
Programs on television
Travel information received in the mail
An electronic newsletter or magazine received by e-mail
Visits to trade, travel or sports shows
Advertisements on television
An airline website
A website of a hotel or resort
A tourism website of a country / region / city
A travel planning / booking website
A website of an attraction
Some other website
A cruise line website
A motorcoach website
Air tickets
Accommodation
Car rental
Tickets or fees for specific activities or attractions
A package containing two or more items
Tickets for rail, bus or boat/ship fares
Other
82.20%
60.60%
56.60%
49.40%
37.90%
33.30%
32.20%
27.00%
22.60%
21.00%
20.10%
10.9%
10.8%
7.6%
6.8%
5.6%
63.30%
62.1%
57.2%
56.8%
37.00%
26.40%
9.70%
3.20%
81.10%
73.80%
33.50%
30.60%
23.70%
21.50%
5.20%
Based on existing market research, Internet should be the focus of the marketing plan, recognizing that
is the preferred resource for planning trips amongst surfers. Also, past experience and word of mouth
recommendations are very important considerations for surfers when it comes to planning trips,
which will make it essential for Kincardine to continue to develop a great atmosphere/culture for the
surfing community that will encourage surfers to return and recommend Station Beach to other
surfers.
3.1.3
2012 WATERWAYS TOURISM PRODUCT REPORT
The 2012 Waterways Tourism Product Report (“Waterways Report”) explores the tourism direction
for RTO7 in order to make informed product development and marketing decisions. The objectives of
this study are to:
35

Build directional steps to implement tourism products;

Develop a long-term vision of the waterways product; and

Create recommendations for ways that RTO7 can achieve these objectives.
One of the desired outcomes of the Waterways Report is to “advocate to municipalities for the industry
to capitalize on its waterways assets.” For example, the Municipality of Kincardine has the potential to
capitalize on its surfing conditions, which are among the best anywhere in Canada, while also
providing a unique opportunity to surf in the Great Lakes region.
The promotion of surfing at Station Beach in Kincardine would help to support a number of the
assessment recommendations from the Waterways Report, including

Recommended Action 1.1 – to develop a diverse campaign to establish BruceGreySimcoe as the
country’s premier beach destination.
Promoting Kincardine as a surfing destination would distinguish Station Beach from many
other beach destinations, particularly in the Great Lakes region. There is significant potential
for Kincardine to establish a brand identity for Station Beach, which is built around surfing.
BruceGreySimcoe is already known as the Scuba Diving Capital of Canada, and has the
potential to also become known as the premier fresh water surfing destination in Canada.
It is important to reiterate that the peak season for surfing in the Great Lakes region is not
during the summer months. As a result, promoting surfing in Kincardine has the potential to
increase visitation to Station Beach during the shoulder seasons (i.e. the fall and spring).
The Waterways Report also indicates that beaches are a good initial draw/attraction to other
water opportunities (e.g. surfing, boating and swimming). There is a distinct culture
associated with surfing, which would make a positive contribution to further establishing a
beach atmosphere in Kincardine. According to the Waterways Report, enhancing the beach
culture is about more than just beach activities, it encompasses restaurants, attractions, etc.

Recommended Action 3.0 – to capitalize on local waterway assets to the fullest extent.
Kincardine could capitalize on the ideal surf conditions which can be found at Station Beach to
further promote Kincardine and BruceGreySimcoe in general. One of the primary
recommendations is to create branded signs that lead to waterways. We also believe that it is
important for these signs to indicate what related activities can be enjoyed in Kincardine to
help draw people in. The Waterways Report also acknowledges the important of building a
strong Internet and social media presence, in order to provide an instant connection to the
region.

Recommended Action 3.1 – it is essential to raise waterway awareness and improve signage and
wayfinding to the waterfront area. The Waterways Report indicates that a strong connection
36
between the waterfront and the main street will guarantee an enhanced visitor experience and
increase in tourism spending.
Even since this study was first initiated, there has been a considerable amount of media
coverage about Station Beach and surfing in Kincardine, including radio interviews and several
articles from both traditional and online media sources. With enhanced promotion and
marketing of Kincardine as Ontario’s premier surfing destination there will be further
opportunities to raise awareness and promote waterways assets in order to generate tourism.

Recommended Action 3.3 – by helping to increase the role of waterways/waterfront assets in all
aspects of tourism promotion.
Sports tourism and extreme sports are two characteristics of BruceGreySimcoe tourists, which
support the promotion of Station Beach as a destination for surfing.
Overall, the promotion of Kincardine and Station Beach as Ontario’s premier surfing destination would
help to support the objectives of the Waterways Report by helping to establish BruceGreySimcoe as
Canada’s premier fresh water beach destination. Given the unique nature of surfing in the Great Lakes
region, it would help to create a unique beach identity that would allow Kincardine to distinguish the
local community from other nearby destinations. It is important to recognize that beaches are an
important tourism generator, functioning as core trip motivators, which attract mass volumes of
travelers to the local area (mainly during the summer months). While beaches provide an initial hook
to attract visitors, it is essential for municipalities to offer other complementary experiences and
services to capitalize on this market opportunity.
3.2 SIZE OF SURFING MARKET
According to the author of the Encyclopedia of Surfing there is no definitive answer as to the number
of surfers globally. There have been a few studies which have estimated the population of surfers
worldwide – with drastically varying results ranging from 5 million to 23 million. For the purposes of
this study we have provided an estimate of the number of surfers in Ontario to help quantify the
market size for surfing in Kincardine. Quantifying the market size is important in order to evaluate the
tourism and economic potential if surfing were to be developed as a visitor demand generator for
Kincardine and the surrounding area.
The 2006 Travel Activities & Motivations Survey indicates that there are 1,159,884 Canadians who
have identified themselves as sailors and surfers, of which 40.6%, or 471,154, are from Ontario.
Individuals who participate in surfing activities account for approximately 22.0%13 of the total number
of surfers and sailors in Canada. Although a comparable figure for Ontario is not available, a
conservative estimate for the number of sailors and surfers in Ontario would be half the Canadian
average, or approximately 11%. This would translate into a potential Ontario market of
13
TAMS Survey results indicate that 255,460 Canadians participated in wind surfing or kite surfing (255,460/1,159,884 = 22%).
37
approximately 50,000 surfers. If the participation rate in Ontario mirrors the Canadian average this
would translate to a market size of approximately 100,000 surfers14. Although we have estimated the
surfing market in Ontario to be between 50,000 and 100,000 we suspect that the total market size is
likely closer 50,000 surfers.
3.3 COMPARISON WITH COMPETITIVE SURFING DESTINATIONS
As part of our identification of the market demand and appeal of surfing we have evaluated Kincardine
in comparison to other popular surfing destinations/locations in Ontario and elsewhere in Canada.
These competitive surfing destinations were identified based on a review of existing publications
regarding surfing in Canada. Competitive surfing destinations were also identified through feedback
from the results of our online survey. These destinations are commonly considered as the top
destinations for surfing in Canada15.
Recognizing that surf conditions including weather/seasonality, swell sizes, wave frequency,
consistency of waves and water temperature were identified by survey respondents as the most
important features of a premier surfing destination, our comparison of competitive surfing
destinations has focused on these features and other elements of the local surfing infrastructure.
Our evaluation also comments on the availability/accessibility of accommodations, restaurants,
retailers, arts/cultural attractions, and other complementary tourism-related activities at popular
surfing destinations identified through our online survey research, as well as existing publications
about the top surfing destinations in Canada. Our assessment and comparison includes the following
surfing destinations:

Tofino, British Columbia

Bluffer’s Park (Toronto), Ontario; and

Lawrencetown, Nova Scotia.
Figure 3-8 illustrates the factors that contribute to the prime surf conditions in Kincardine relative to
other competitive surfing destinations, which have been identified through our online survey research
and consultation with existing surfers. Kincardine has the largest swell sizes on days when wave
conditions are good and waves also come from both directions. Also, the length of waves is much
higher in Kincardine compared to Tofino, Bluffer’s or Lawrencetown.
14
471,154 sailors and surfers in Ontario x 22% = 103,653.
Although there has been existing survey research conducted regarding surfing in Lake Superior, our comparison has focused on the most
popular competitive destinations, as identified through our survey research, as well as existing publications which rate the best surfing
destinations in Canada.
15
38
FIGURE 3-8: COMPARISON WITH OTHER POPULAR SURFING DESTINATIONS
Kincardine
Tofino
Bluffer's
Lawrencetown
Water Type
Fresh water
Salt water
Fresh water
Salt water
Swell Sizes
starts working at 3ft - 5ft; holds up starts working at 3ft - 5ft; holds up starts working at less than 3ft;
to 10ft
to 8ft
holds up to 3ft
Wave Frequency
Sometimes break
Regular
Sometimes break
Wave Type
Wave Direction
Breakwater/jetty
Beach-break
Sand-bar
starts working at less than 3ft - 5ft;
holds up to 6ft
Rarely break (only breaks 5 - 10
times each year)
Point-break
Left
Right
50 - 100 m
50 - 150 m
Surf Infrastructure
Wave Length
Water Temperature
Wind Speed (peak
season)
Right and left
Right and left
50 - 100 m (can be up to 150 - 300
50 - 150 m
m)
January - December (2°C - 22°C)
10°C (constant)
October - December (7-10 knots);
March - May (5-7 knots)
Air Temperature (peak October - December (0°C - 11°C);
-3°C (peak season)
January - December (6 - 8 knots)
September - March (4- 6 knots)
January - December (5 - 8 knots)
September - March (-2°C - 19°C)
January - December (-3°C - 21°C)
season)
March - May (0°C - 16°C)
Seasonality
Spring and Fall (peak seasons)
Year-round
September - March (peak season)
Year-round
Accessibility
Public access
Public access
Public access
Public access
Schools
None
7 businesses offering surf
camps/lessons
2 businesses nearby offering camps 3 businesses offering surf
and lessons
camps/lessons
Board Rentals
1 board rental operation (seasonal) 9 board rental operations
5 board rental operations
2 board rental operations
Freshest Wave
Thanksgiving Surf Classic
Competitions/Events
None
Rip Curl Pro Tofino; SUP Race
Series; Queen of the Peak
Other Amenities
Showers (summer months only);
Pier; Webcam (with iOS app)
Webcam
None
None
Ability
Experienced
All
Social Media
All
Tofino Surfers Twitter; Go Tofino
App
Beginner
None
None
Surfing Association of Nova Scotia
SOURCE: urbanMetrics inc. based on information from magicseaweed.com, globalsurfers.com, wannasurf.com, windfinder.com, surf-forecast.com and surfline.com
While many people associate surfing with oceans (salt water), there are advantages to surfing in fresh
water locations. Existing research regarding surfing in the Great Lakes region indicates that one of the
primary advantages of surfing in fresh water is that it is easier to paddle through waves as they break.
As a result, it requires less energy, and surfers can spend more time on the water. Although fresh
water is less buoyant than salt water thicker boards are used by surfers in Great Lakes region in order
to compensate.
Notably, Kincardine is the only destination that does not have an established surf school. There is also
only one board rental operation, which is seasonal and does not have regular hours of operations, or a
permanent location in close proximity to Station Beach. Expanding or improving these services would
help to increase the size of the surfing market and encourage people to try the sport for the first time.
In addition to the surfing infrastructure, the proximity of Station Beach to accommodations,
restaurants, retailers, arts/cultural attractions, and other complementary tourism-related activities
also contributes to make Kincardine a premier surfing destination. Station Beach is situated less than
one kilometre from Kincardine’s downtown core. As a result, Kincardine features a wide range of
complementary activities in close proximity to Station Beach. The competitive surfing destinations we
have identified do not benefit from this type of proximity to dining, accommodations and other
activities, as illustrated in Figure 3-9.
39
FIGURE 3-9: PROXIMITY OF BEACHES TO DOWNTOWN CORE
KINCARDINE, ONTARIO
TOFINO, BRITISH COLUMBIA
Surfing Locations
Nearby Commercial Clusters
LAWRENCETOWN, NOVA SCOTIA
BLUFFERS (TORONTO), ONTARIO
Comparing Kincardine to other popular surfing destinations in Figure 3-9, Kincardine offers
significantly more commercial space in close proximity to the beach. The beaches where surfing takes
place in Tofino, British Columbia (Long Beach) and Lawrencetown, Nova Scotia (Lawrencetown
Beach) are somewhat isolated, and have almost no commercial space within one kilometre.
There is more commercial space in the vicinity of Bluffer’s Park in Toronto, compared to other
competitive surfing destinations, but most of this space is located on Kingston Road. This nearby
commercial space is not convenient for to access from Bluffer’s Park, and requires surfers to travel
uphill and more than a kilometre from the surfing location(s). Also, the types of commercial facilities
in this area are oriented to serve the nearby residential areas, rather than the tourist market.
The close proximity of the beach to the commercial space concentrated in the downtown core in
Kincardine helps to create a better atmosphere for surfers and encourages greater spending at local
businesses. Also, the commercial facilities in the downtown core are well-equipped to serve the
tourist market, including a number of trendy restaurants and accommodations. As indicated in
Section 3 of this report, The Waterways Report indicates that a strong connection between the
waterfront and the main street will guarantee an enhanced visitor experience and increase in tourism
40
spending. The Waterways Report also indicates that enhancing the beach culture is about more than
just beach activities, it encompasses restaurants, attractions, etc. As a result, the close proximity of
Kincardine’s downtown core to Station Beach helps to orient surfers towards the tourist market and
enhance tourism activity. We have provided an inventory of the complementary attractions available
in Kincardine in Appendix B.
41
4 MARKETING PLAN
As part of our feasibility study to evaluate the marketing potential of promoting surfing in Kincardine
as a tourism destination and experience, we have undertaken a strategic marketing action plan, which
provides an assessment of:

The existing marketing efforts used to promote surfing in Kincardine;

The infrastructure and amenities required to engage local stakeholders, businesses, and
individuals interested in surfing;

Recommended promotional resources to market Kincardine to target audiences; and

Potential stakeholder partnerships that could be leveraged to maximize returns, increase
competitiveness and drive growth, in order to optimize surfing as a tourism asset.
4.1 ASSESSMENT OF CURRENT MARKETING EFFORTS
The existing marketing efforts in regards to surfing in Kincardine
are quite limited. Surfing, stand up paddleboarding and kiteboarding are featured in the 2013 Kincardine Visitors Guide, as
shown in Figure 4-1. Surfing is also featured on Explore the Bruce,
the official tourism website of Bruce County, which is shown in
Figure 4-2. Surfing and stand up paddleboarding are featured
under: things to do/water adventures”. This webpage also includes
FIGURE 4-2: EXPLORE THE BRUCE WEBSITE
a map of surfing
businesses and
organizations in
Bruce County.
Surfing and stand up
paddleboarding are
not currently
featured on the
BruceGreySimcoe
website, although
there is a page dedicated to windsurfing and kite
boarding.
FIGURE 4-1: 2013 KINCARDINE
VISITORS GUIDE
As shown in Figure 4-3, sunsets.com is a website operated by the Lake Huron Tourism Partners,
including Huron Kinloss, Kincardine, Paisley, Port Elgin and Southampton. It highlights surfing in
Kincardine as a potential outdoor recreational activity for visitors. The web page has also recently
been updated to feature information about West Shore Lakeside Surf Shop in Kincardine, and wind
42
FIGURE 4-3: SUNSETS.COM – SURFING
conditions, as well as a link to a webcam to check wave
conditions at Station Beach. This page also includes
information about stand up paddleboard rentals. With
some improvements and additions, sunsets.com has the
potential to become the primary information source
regarding surfing in Kincardine.
While Kincardine is looking to establish the community
as the premier surfing destination in Ontario, Station
Beach is typically already listed amongst the top surfing
destinations in Canada, following only Tofino, British
Columbia. There are a number of articles/publications
which have focused on surfing in Kincardine, which
provide free advertising and promote greater awareness
in Great Lakes surfing.
4.2 RECOMMENDED LOCAL INFRASTRUCTURE AND AMENITIES
For Kincardine to establish itself as Ontario’s premier surfing destination there are a number of
recommended investments in local surfing infrastructure and amenities that will help to further
establish the community as a unique tourism destination and experience. Surfing has the potential to
function as a demand generator, attracting more visitors to Kincardine throughout the year, and
during the fall and spring seasons in particular. These improvements to the local surfing
infrastructure have been identified based on the results of our online survey research, discussions
with existing surfers, and on-site fieldwork in Kincardine.
There are a number of investments in surfing infrastructure which have been identified as strategies
to improve the appeal of Kincardine as a surfing destination, including:

Safety Devices (buoys/rings/first-aid station) – safety devices should be provided to help
improve safety and encourage more beginners to try surfing. These safety devices should
include flotation devices in case of an emergency in the water, as well as a first-aid station in
case of injury.

Safety Signage – safety and awareness of potential dangers should also be improved,
particularly as more surfers are attracted to Kincardine. There are already signs located on the
beach which indicate potential dangers, such as the current and undertow. There should be
more signage, including a sign on the pier that reiterates these dangers, as well as any
additional safety considerations specific to surfers.

Directional Signage – section 3 of this report indicates that one of the primary
recommendations of The Waterways Report is to create branded signs that lead to waterways.
The Municipality of Kincardine recently established new signage to enhance tourism
43
experiences and help guide visitors to local points of interest, including Station Beach. Building
on this existing signage strategy, there may also be an opportunity for surfing branded signage.

Local Surf Forecaster – one of the biggest challenges for all surfers in the Great Lakes region is
trying to accurately predict when surf conditions are going to be optimal. Furthermore, our
online survey research indicated that surfers in the Great Lakes region often travel long
distances, in order to access prime surf conditions. Through our public consultation and
engagement of surfing enthusiasts we have determined that the establishment of a local surf
forecast would be a great way to encourage surfers to actually make the trip to Kincardine. If
there was a local source who could confirm surf conditions and communicates to other surfers
when a prime surf day is happening/expected. This should be a prominent feature on
sunsets.com, and other sites which promote surfing in Kincardine.
An email distribution list could be established (similar to the list established for updates on the
2013 Lake Huron Freshwater Classic), whereby surfers submit their email address to receive
automatic updates when there are prime surfing conditions in Kincardine. A Facebook and/or
Twitter page could also be established to provide regular surf forecasts for Kincardine.

Improved Webcam – in addition to a local surf forecast, an improved webcam that allows
surfers to check live surf conditions in Kincardine would also help to attract more surfers to
Kincardine from afar. There are two existing webcams which show wave conditions at Station
Beach, including one which is operated by the Kincardine Yacht Club, and another which has
been installed at Lakeview Dental. By upgrading these existing cameras to allow users to zoom
in and out, while also providing multiple camera angles would be an effective strategy to help
attract more surfers. The utility of the existing cameras could be improved by moving it to the
location that allows you to see the lines of the waves. The implementation of an improved
camera, combined with local forecasting will help to verify surf conditions and attract more
visitors from a far.

Equipment Rentals – Surf board and wetsuit rentals make it more accessible and affordable for
individuals to try surfing for the first time. Actively encouraging visitors to try surfing would
help to increase the market for surfing in the Great Lakes region, particularly recognizing that
most people can’t stop once when they catch the “surfing bug”.
There is already a stand up paddleboard rental business in Kincardine, which was founded in
June 2013, and is operated by Pam Rantz. Her business was inspired in part by the
considerable increase in the popularity of surfing over the past few years. She has noted that
many renters end up buying their own surf boards after getting the chance to try the sport for
the first time.
Kincardine would benefit from an expansion to the existing board rental operation (e.g.
Kincardine Stand Up Paddle Board Rentals), in order to provide an opportunity to attract
visitors who are interested in trying surfing (all types – surfing; stand up paddleboarding; kite
boarding; body boarding) for the first time.
44
A number of online survey respondents
indicated that storage facilities for surfboards
would be another popular investment
amongst the surfing community. There could
be an opportunity to provide this type of
service in combination with board rental
operations, which already require storage
space for rental equipment. A rental and
storage facility for surfing would be a popular
investment amongst existing surfers, and also
a strategy to help attract new surfers and
grow tourism in Kincardine.
It is important to note that regardless of any investments or improvements that are made, the reality is
that weather/wind conditions are not always conducive to surfing. In Kincardine, surf conditions are
at their best when the wind is coming from the Northwest.
4.3 RECOMMENDED PROMOTIONAL RESOURCES
In combination with the recommended investments to improve and enhance the existing surfing
infrastructure, it will be essential to establish a brand strategy built around surfing, in order to
establish Kincardine as the premier surfing destination in Ontario, and one of Canada’s top locations.
For example, Tofino, British Columbia has branded itself as Canada’s surf capital, and is widely known
as one of Canada’s premier surfing destinations. Kincardine should incorporate surfing as part of its
brand strategy, in order to establish Kincardine as the top-of-mind surfing destination in Ontario, and
develop the same type of reputation for surfing as Tofino. The frontier aspect of surfing provides an
opportunity to advertise Kincardine as a truly distinctive destination that offers captivating and
memorable experiences, which can’t be matched elsewhere in Ontario.
There is a wide range of promotional resources that could be developed to market Kincardine as
Ontario’s premier surfing destination. Currently the marketing efforts for surfing in Kincardine are
fragmented and unfocused. There is no central information source which provides all of the required
information about surfing in Kincardine. As a result, it makes it difficult for potential visitors to know
if wave conditions are appropriate for surfing on a given day. With no central information source
about surfing in Kincardine, tourists may not even understand that surfing is possible in Kincardine.
The Municipality of Kincardine should work towards the development of a comprehensive guide for
surfing in Kincardine. This guide should include information such as:

Map, directions and location information;

Safety tips;

Launch locations;
45

Daily surf forecast;

Wave conditions webcam;

Equipment rentals;

Competitions/event information;

Links to surfing organizations/forums;


Links to surf retailers;
Nearby commercial facilities:

Restaurants;

Accommodations;

Retail Stores;

Attractions; and

Events.
The development of itineraries and guides that facilitate travel to points of interest within the region is
an important recommendation from the RTO7 Consumer Insight Research. The development of a Surf
Guide would also help to organize and connect all of the information and resources related to surfing
in Kincardine. The development of a Surf Guide would help to communicate to visitors that Kincardine
is indeed a surfing hotspot that is unmatched elsewhere in the Great Lakes region. The Surf Guide
should also be made available online, recognizing the Internet is the most popular resource for
planning trips amongst existing surfers and other visitors to BruceGreySimcoe.
It is important to the note that the findings of our primary market research are consistent with the
findings and recommendations of the Consumer Insight Research conducted by RTO7. There are a
number of similarities in terms of travel preferences, marketing channels, target demographics and
geographic markets, particularly in relation to Kincardine. Given these similarities any marketing
efforts for this experience could build on existing strategies and recommendations. As a result,
marketing Kincardine as a surfing destination and experience would not require new or different
channels and tactics.
The results of our online survey research and our review of existing research conducted by RTO7 can
be used to indicate the best methods for marketing surfing in Kincardine to surfers in the Great Lakes
region. Much like other market segments for destinations in BruceGreySimcoe, the Internet is the
single most important marketing channel for surfers.
The online survey results and existing market research also helps to identify the various surfing
organizations affiliated with the existing surf community in the Great Lakes region, and the types of
resources consulted by surfers when planning an excursion. Recognizing that the surfing market is
46
particularly tuned in to the Internet, online channels and social media should be the focus of future
marketing for surfing in Kincardine.
As indicated previously in Section 2 of this report, Great Lakes Surfers and FreshCoast are the two
most popular surfing organizations/websites used by online survey respondents. As a result, these
organizations should be a priority in terms of establishing potential partnerships and marketing
Kincardine as Ontario premier surfing destination. These organizations are a good starting point for
connecting with the existing surf community. The various surfing organizations identified through
this study have an online presence and engage with the surf community primarily through social
media sources (e.g. Facebook, Twitter, online forums/discussion rooms). The strong online presence
of the surfing community provides an opportunity to further emphasize social media (e.g.
establishment of local surf forecast could be facilitated through a Facebook and/or Twitter page).
Weather forecasting, identifying surfing destinations and social networking with other surfers are the
most common reasons for using the Internet when planning surfing trips. As a result, the marketing
plan should also focus on advertisements placed on wave/wind forecasting websites and surfing
websites (e.g. Great Lakes Surfers, FreshCoast, WannaSurf; OriginSurf; Surfline (LOLA); etc.), in
addition to a strong emphasis on social media.
4.3.1
BROADENING THE MARKET
The wave conditions, combined with other factors make Kincardine a popular destination for surfers
(long and short board), but in order to broaden the market it will also be important to actively
promote opportunities for stand-up paddle boarding. The popularity of stand up paddleboarding has
increased dramatically in recent years. There are many advantages of promoting stand up
paddleboarding, along with surfing in Kincardine:

It is a rapidly growing market, particularly in recent years;

Stand up paddleboarding does not require waves for propulsion (like long and short board
surfing);

It is a sport which can also attract visitors during the summer, while using much of the same
infrastructure as long and short board surfing (which is most popular during the spring and
fall seasons) – stand up paddleboarding is less affected by seasonality;

Stand up paddleboarding is popular with females;

Stand up paddleboarding can be used to help introduce children and beginners to surfing; and

It requires less physical agility and therefore is open to a large market.
In order to establish Kincardine as Ontario’s premier surfing destination, it will be important for
Kincardine to leverage opportunities for cross promotion between surfing and stand up
paddleboarding. With the promotion of both surfing (long and short board) and stand up
paddleboarding, it will help to create a critical mass for surfing in Kincardine, and contribute to
establishing a brand built around surfing. While it is important to recognize that surfing (long and
47
short board) is a niche sport that has limited potential to be a primary trip motivator for the mass
market, stand up paddleboarding has broader market appeal by virtue of its accessibility for a variety
of ages and physical abilities. Furthermore, stand up paddleboarding is also not limited to the
shoulder seasons.
As noted in Section 3 of this report, establishing BruceGreySimcoe as Canada’s premier beach
destination is one of the recommended actions of the Waterways Report. Promoting surfing (long and
short board), along with stand up paddleboarding would also provide an opportunity to establish
partnerships with other nearby beaches. For example, there could be an opportunity to establish a
partnership with Sauble Beach to work in collaboration with Kincardine to promote all types of
surfing. Sauble Beach is already a popular destination for stand up paddleboarders, and has an
established lesson and rental program. These types of cross-promotion opportunities with other
nearby beaches will be critical to attract a critical mass of surfers to the local area.
As part of our marketing strategy we believe that it will also be essential to identify other associated
experiences which could be used to help create critical mass for tourism in Kincardine, and further
establish the local surfing community. We have recommended complementary attractions or
businesses that would complement surfing, and help to draw more visitors to Kincardine. We believe
that broadening the market to include activities which complement surfing will be a critical success
factor in establishing Kincardine as Ontario’s premier surfing destination. We have used the results of
our online survey, as well as the 2006 Travel Activities & Motivations Survey, and the Consumer
Insight Research to determine that surfers typically participate in the following complementary
activities:

Hiking – there is an assortment of five existing trails within Kincardine, which extend
approximately 28 km throughout the community, including lakefront trails which offer great
views of Lake Huron, and the famous local sunsets;

Swimming – in addition to surfing and stand up paddleboarding, Station Beach also provides
opportunities for swimming. There is a safe swimming area which has been designated as part
of Kincardine’s Blue Flag designation;

Shopping & Dining – downtown core has a strong concentration of retail and service
commercial uses, many of which are well-positioned to serve the tourist market, including
hotels, restaurants and various retailers; and

Events & Arts/cultural attractions – Kincardine hosts a variety of events throughout the year
and also features many local arts/cultural attractions, which add to the entertainment options
available for visitors, including surfers.
These complementary activities could be further developed to encourage surfing in Kincardine and
attract more visitors to the local community based on feedback from the existing surfing community.
48
4.4 POTENTIAL STAKEHOLDER PARTNERSHIPS
In addition to recommended investments in surfing infrastructure and refined promotional resources,
there are a number of potential partnerships with various stakeholders which could be leveraged to
promote surfing and help establish Kincardine as the premier surfing destination in the Great Lakes
region. Based on the results of our online survey research, along with our background research
regarding surfing in the Great Lakes region, we have identified a number of events which could be
organized in Kincardine, providing an opportunity to partner with local stakeholders and promote
surfing in Kincardine.
Surfing events provide a partnership opportunity with the potential to enhance the market appeal of
surfing and raise awareness about Kincardine as a surfing destination. There are three recommended
events/programs that could be organized to engage local stakeholders and further establish
Kincardine as Ontario’s premier surfing destination:

Annual Competition;

Beach Clean-up; and

Summer Camp.
4.4.1
ANNUAL COMPETITIONS
Hosting annual fall and spring surfing events would be an
effective strategy to raise the profile of Kincardine as a
surfing destination and improve the awareness of surfing
in the Great Lakes region in general. There have been
other competitions and events organized in the Great
Lakes, which typically will have 30 – 40 competitors on
average.
The inaugural 2013 Lake Huron Fresh Water Classic was
held on Sunday, October 27th, 2013, and attracted 22
competitors, in addition to friends, family members and
other spectators. The competition was organized through
a partnership between the Municipality of Kincardine,
West Shore Lake Side Surf Shop, and the Eastern Surfing Association.
The partnership with the Eastern Surfing Association is beneficial to Kincardine, as they are an
established surfing organization with numerous events throughout Canada and the United States. The
Eastern Surfing Association was instrumental in organizing the event and helping to promote it
through social media.
The event also provided opportunities to engage local businesses and support the local economy in
Kincardine. Prizes and other giveaways for the competition were provided by West Shore Lakeside
Surf Shop, in association with a number of surfing companies including, Hyperflex Wetsuits, Chick Stik
49
Surfboards, Third Coast Surf Shop and Surf Dreams Canada. The competition was also advertised on
the West Shore website and competitors were notified about the event through the store’s website.
In addition to the partnership with West Shore Lakeside Surf Shop, the awards ceremony for the
competition was held at a local restaurant, The Bruce Steakhouse. A number of the competitors also
stayed overnight in Kincardine prior to the event. As a result, the competition was an effective tool for
raising awareness about surfing in Kincardine, but also for supporting local commercial operations,
including accommodations and restaurants.
In the future, Kincardine should build on the success of the 2013 Lake Huron Fresh Water Classic by
continuing to host competitions in Kincardine. An annual competition would allow the municipality to
attract visitors who may not have already been to Kincardine (e.g. there were a number of competitors
who were surfing in Kincardine for the first time). The 2013 Lake Huron Fresh Water Classic attracted
22 competitors, including 10 from New York.
The competition also drew a number of locals to Station Beach, although
cold weather conditions were a deterrent to many casual spectators, who
only stayed for a short period of time. In the future, the competition could
benefit having an emcee and/or information sheets available for
spectators in order to provide some background on surfing and the rules
for the competition. With a better understanding of the format of the
event, spectators will be more likely to watch and stay for longer.
The establishment of a surfing competition in Kincardine would also help
SOURCE: Kincardine Independent
to improve the awareness of Kincardine as one of Canada’s top surfing
(http://www.independent.on.ca/site/?q=node/2886)
destinations. There has been a considerable amount of media coverage
leading up to, and following the 2013 Lake Huron Fresh Water Classic, which is helping to establish
Kincardine as a top-of-mind destination for surfing in the Great Lakes region. As the annual
competition becomes more established in future years, there could be an opportunity to brand the
event as the “The Freshwater Surfing World Championship” in order to further increase the awareness
and recognition of Kincardine as a premier surfing destination. With improved awareness, Kincardine
will continue to attract more visitors to surf, given the prime conditions relative to other Great Lakes
surfing destinations.
4.4.2
BEACH CLEAN-UP EVENT
In addition to an annual surfing competition, another annual event should be established to engage
surfers and the local community. An event should be organized to help clean-up the beach, with
participation from both surfing enthusiasts and local residents. Hosting a beach clean-up event would
not only make the beach/water more attractive and enjoyable for surfers, but also local residents.
This type of event would also help to create an even more welcoming atmosphere for surfers, by
establishing a connection with local residents and a way of giving back to the community.
It is important to note that Station Beach in Kincardine is one of only 15 beaches in Canada which had
been awarded a Blue Flag designation, which reflects the high standards that are maintained in terms
50
of water quality, environmental education/management, and safety/services. Organizing a beach
clean-up event with participation from surfers and local residents would help to ensure that Station
Beach upholds it reputation as clean and environmentally conscious beach destination.
There is already a beach clean-up event in Kincardine during September, organized in partnership
with Shoreline Cleanup, where community members are encouraged to come to the beach and help
remove garbage and other debris that has accumulated on Station Beach. In previous years, surfers
have been involved in beach clean-up activities. For example, there was also a beach clean-up event
organized in 2012 by West Shore Lakeside Surf Shop, and sponsored by Volcom. This type of event
provides an opportunity to partner with local businesses (e.g. West Shore Lakeside Surf Shop) as well
as potential corporate sponsors (e.g. Volcom).
In the future it will be important for surfers to be involved in these types of events, particularly as
more surfers are attracted to Kincardine. A beach clean-up event would not only help to make the
beach more attractive for surfers/local residents, but also help further to establish a community
atmosphere built around surfing in Kincardine. As a result, another beach clean-up event should be
organized by surfers, or alternatively, surfers could piggy back on the existing beach clean-up event.
4.4.3
SURF CAMP
The establishment of surf camps for both children and adults could be another program organized in
Kincardine to help attract more visitors and improve the awareness of Great Lakes surfing. There are
established surf schools/camps in virtually every other popular surfing destination, with the exception
of Kincardine.
Aloha Toronto is a two day program, operated in Toronto, which provides an example of the potential
for this type of program targeted at children. Aloha Toronto focuses on providing surfing instructions
for children with autism, and the program was over-subscribed this year, in its second year of
operation. Kincardine could organize a similar event or alternatively a more permanent surfing
school/camp during the summer.
Although the surf conditions in the summer may not be attractive for those who are more advanced
and may be bored with smaller waves, the summer conditions would likely be ideal to teach beginners
the basics of surfing/paddleboarding, etc. Introducing new surfers to the sport subsequently helps to
increase the size of the potential market for surfing in Kincardine in future years.
Regardless of whether or not the camp is geared towards children with mental or physical disabilities
(like Aloha Toronto), or other children, there appears to be significant market potential for a kids
surfing camp, based on the participation in similar programs throughout Ontario. The development of
a surfing camp would also be unique relative to other more traditional summer camp experiences
available to children in Ontario.
51
4.4.4
FUNDRAISING
The development of a fundraising strategy is important in order to implement various enhancements
to the existing surfing infrastructure and promotional resources in Kincardine, which will help to
develop a brand identity built around surfing and establish the community as Ontario’s premier
surfing destination. Some of the stakeholder partnerships we have identified could be used to support
fundraising activities, including:

Competitions – Kincardine could work with existing surfing organizations (e.g. Eastern Surfing
Association) to plan surfing competitions, whereby a portion of the registration fee paid by
each participant could be allocated to a reserve fund established to support surfing in
Kincardine.

Surf camp – working in collaboration with a local operator (e.g. Kincardine SUP Rental, Great
Lakes Surfers) Kincardine could offer programs to teach surfing to children and beginners
who are interested in learning. Not only would this help to expand the market of surfers, but a
partnership agreement could also provide an opportunity for Kincardine to generate funding
to promote surfing in Kincardine; and

Special events & other partnerships – there could also be an opportunity to bolster fundraising
activities with support from a corporate sponsor interested in promoting surfing and
expanding the surfing market. Special fundraising events could also be held in order to
provide financial support to promote surfing in Kincardine, while also raising awareness
about the sport.
52
5 CONCLUSIONS
Kincardine has the potential to establish the community as a top-of-mind surfing destination, which
offers experiences unmatched elsewhere in Ontario. Lake Huron and Kincardine specifically, is the
most popular surfing destination in the Great Lakes region according to our research. The popularity
of Kincardine amongst existing surfers illustrates that there is already a relatively high familiarity with
Kincardine as a surfing destination, amongst existing surfers. Also, in terms of surfing conditions
(swell sizes, weather/seasonality, consistency of waves, water temperature, wave frequency, and
accessibility) Kincardine compares favourably with other competitive surfing destinations.
Given the unique nature of surfing in the Great Lakes region, promoting surfing in Kincardine would
help to create a unique beach identity that would distinguish the local community from other nearby
destinations. The promotion of Kincardine as Ontario’s premier surfing destination would also help to
establish a unique brand identity for Station Beach.
It is important to recognize that beaches are an important tourism generator, functioning as core trip
motivators, which attract mass volumes of travelers to the local area (mainly during the summer
months). While beaches provide an initial hook to attract visitors, it is essential for municipalities to
offer other complementary experiences and services to capitalize on this market opportunity.
Establishing Kincardine as Ontario’s premier surfing destination also has the potential to increase
visitation to Station Beach during the shoulder seasons (i.e. the fall and spring).
Promoting surfing in Kincardine not only has the potential to establish a unique brand identity and
beach culture, but it also provides an opportunity to increase spending and visitation at other nearby
businesses. Existing research indicates that a strong connection between the waterfront and the main
street will guarantee an enhanced visitor experience and increase in tourism spending.
The results of our research, along with the conclusions and recommendations of existing reports, have
been used to identify target audiences for marketing surfing in Kincardine. A demographic profile of a
typical surfer is provided below:
Age
Gender
Marital Status
Married (53%)
Employment Status
Full-time (73%)
Household Income
$100,000 - $124,000 (18%); $50,000 - $74,000 (16%)
The promotion of surfing in Kincardine should focus on the primary surfing activities, which include
surfing (long and short board) and stand up paddleboarding. Also, most existing surfers identify
themselves as either beginner or intermediate skill level.
53
In terms of travel tendencies, most existing surfers prefer destinations that are closer to home and
more convenient to access; with day trips being the most popular type of surfing excursion. As a
result, the promotion of surfing in Kincardine should focus on nearby markets in Ontario, including the
Greater Toronto Area. Nearby Ontario is also the recommended geographic area for tourism
promotion in BruceGreySimcoe, based on Consumer Insight Research. The preferred accommodations
amongst surfers while on trips include private cottages and staying with friends/family, although the
2013 Lake Huron Fresh Water Classic attracted competitors from further abroad who stayed in hotels
in Kincardine, illustrating the potential benefits for tourism development in Kincardine.
Our analysis has also been used to identify recommended marketing channels and methods of
effectively communicating with the target audiences, which have been identified through our research.
A good starting point for marketing Kincardine as Ontario’s premier surfing destination would be the
most popular surfing organizations amongst existing surfers in the Great Lakes region, including Great
Lakes Surfers and FreshCoast.
The Internet and word-of-mouth recommendations are the most important resources when planning a
surfing excursion. As a result, it will be important for the marketing plan to focus on Internet
advertising and social media in order to communicate with surfers and advertise Kincardine as a
unique surfing destination and experience. Ensuring that surfers who visit Kincardine have a
memorable experience is also critical given the importance of word-of-mouth recommendations.
As part of the promotional strategy to establish Kincardine as Ontario’s premier surfing destination,
we believe that it is essential to identify other complementary attractions and businesses that would
help to draw more surfers to Kincardine, and capitalize on the proximity of Station Beach to
Kincardine’s downtown core. The most popular activities for surfers while on surfing excursions
include:




Hiking;
Swimming;
Shopping; and
Dining.
In comparison to other popular surfing destinations in Canada, Kincardine offers these activities in
close proximity to the beach, making access much more convenient. In terms of surfing conditions,
Kincardine also compares well other popular surfing destinations during the peak seasons, with waves
up to 10 feet. Surfing in Kincardine is somewhat limited by seasonality and the variable wave
conditions, whereas surfing is possible year-round in Tofino. The large waves during the spring and
fall, along with the proximity of the downtown core to Station Beach, contribute to make Kincardine
one the best surfing destinations in Canada.
Based on the results of our online survey research, our review of existing surfing market research and
consultation with the local surfing community, we have identified a number of strategic actions as part
of the marketing plan to promote Kincardine as Ontario’s premier surfing destination:
54
Strategy
Safety Devices
Description
Expected Outcome(s)
> Flotation devices in case of an emergency in the water
Improved safety would help to encourage greater participation in surfing, particularly from new
surfers and those who are unfamiliar with surfing in Kincardine.
> First-aid station located close to the pier in case of injury
> More signage to indicate potential dangers (e.g. current and undertow)
Signage
> New sign on the pier that reiterates potential dangers;
> Any additional safety considerations specific to surfers.
Cost
Responsibility
$$
$$$
This should help to increase visitation amongst existing surfers. One of the biggest challenges for all
surfers in the Great Lakes region is trying to accurately predict when surf conditions will be optimal but our research indicates that surfers are willing to travel longer distances if they can guarantee
good wave conditions.
$
Local surfers/retailers;
An improved webcam that allows surfers to check live surf conditions in Kincardine, along with a
local surfing forecast, would help to attract more surfers to Kincardine from abroad.
$$
Yacht Club; Kin Surf Co.;
Surf board and wetsuit rentals make it more accessible and affordable for individuals to try surfing
for the first time. Actively encouraging visitors to try surfing would help to increase the market for
surfing in the Great Lakes region, particularly recognizing that most people can’t stop once when
they catch the “surfing bug”.
$
Private Partner (e.g. Pam
Rantz)
The development of Surf Guide would help to organize and consolidate all of the information and
resources related to surfing in Kincardine. The development of Surf Guide would help to
communicate to visitors that Kincardine is indeed a surfing hotspot that is unmatched elsewhere in
the Great Lakes region.
$$$
Municipality of Kincardine; Kin
Surf Co.
$
West Shore Lakeside Surf Shop;
Eastern Surfing Association;
companies); RTO7
$
Shoreline Cleanup; Corporate
Sponsors (surfing companies);
RTO7
$
companies); Private Partner
(e.g. Great Lakes Surfers)
Safety and awareness of potential dangers should be improved, particularly as more surfers are
attracted to Kincardine. Improved safety features and information will help improve the visitor
experience and ensure the surfers are familiar with important safety considerations.
> Install tourism directional signage to guide visitors towards Station Beach
> A local surf forecast
Local Surf Forecaster
> A local information source who confirms surf conditions; and
> Helps to communicate to other surfers when a prime surf day is happening/upcoming
> Upgrades to existing webcams
Improved Webcam
> Improve functionality to allow users to zoom in and out
> Provide multiple camera angles that allows you to see the lines of the waves
> Expansion of existing board rental business, or establishment of additional board rental businesses
Equipment Rentals
> Greater variety of equipment (i.e. surf (long and short), SUP, various sized wetsuits, etc...).
> Establishment of a comprehensive surf guide
Comprehensive Surf
Guide
> Primary, central source of information about surfing in Kincardine
> Available in print and online
> Focus on Internet, recognizing the Internet is the most popular resource for planning trips amongst
existing surfers and other visitors to RTO7
Annual Competition
Strategy to raise the profile of Kincardine as a surfing destination and improve the awareness of
surfing in the Great Lakes region in general. The event provides opportunities to engage local
businesses (e.g. West Shore Lakeside Surf Shop and Bruce Steakhouse) and support the local
economy in Kincardine. There are also opportunities to engage corporate sponsors to provide prizes
> Continuing to host an annual surfing competition (e.g. in partnership with Eastern Surfing Association)
and other assistance for the competition. An annual competition would allow the municipality to
attract visitors who may not have already been to Kincardine. There is also potential for significant
media coverage related to competition, which helps to improve the image and general awareness of
Kincardine as a genuine surfing destination.
> Organizing a beach clean-up event
> Participation from both surfing enthusiasts and local residents
Beach Clean-Up Event
> Provides partnership opportunities
> Local business (e.g. West Shore Lakeside Surf Shop)
This type of event would also help to create an even more welcoming atmosphere for surfers in
Kincardine, by establishing a connection with local residents and a way of giving back to the
community. A beach clean-up event would not only help to make the beach more attractive for
surfers/local residents, but also help further to establish a community atmosphere built around
surfing.
> Corporate sponsors (e.g. Volcom)
> Establishment of a surf camp for children
Surf Camp
To help attract more visitors and improve the awareness of Great Lakes surfing. Teaching children to
surf at young ages is a strategy to introduce new surfers to the sport, helping to increase the size of
> Ideal to teach young children the basics of surfing/paddleboarding, etc. as large waves wouldn't the potential market for surfing in Kincardine in future years.
be required until they are older/more advanced
> Opportunity to introduce surfing to new audiences and increase the market size
55
APPENDIX A – ONLINE SURVEY FORM
56
57
58
59
60
61
62
63
64
APPENDIX B – KINCARDINE COMMERCIAL INVENTORY
Name
A Sleep In Bed & Breakfast
Aintree Trailer Park
Awesome Art Bed & Brekfast
Belvedere House Bed & Breakfast
Best Western Plus Governor's Inn
Bluewater Trailer Park
Circle of the Sun Bed & Breakfast
Green Acres Campground and RV Park
Holiday Inn Express Hotel & Suites Kincardine
Howard Johnson Inn Kincardine
Inn at the Harbour
Inverlyn Bed & Breakfast
Kincardine Guest Cottage Motel
Kincardinite Motel
Knights Inn Motel
Lakefront Bed & Breakfast
Lakeview Motel
Maple Leaf Inn Motel
Southside Motel Kitchenettes & Holiday Suites
Summerplace Bed & Breakfast
Sutton Park Inn
The Beach Bed & Breakfast
Aztec Theatre (Cinema)
Bluewater Summer Playhouse
Davidson Centre
Kincardine Centre for Arts
Kincardine Farmer's Market
Nancy Murdoch Gallery
Paddy Walker Heritage Centre
The Phantom Piper
The Seeview Gallery
Tiverton Sports Centre
Whitney Crawford Community Centre
Bluewater Summer Playhouse
Doors Open Kincardine
Gathering of the Bands
Kincardine Fishing Derby
Kincardine Scottish Festival and Highland Games
Kincardine Summer Music Festival (Victoria Park)
Kincardine Theatre Guild
Lighthouse Blues Festival
Music in the Park (Dunsmoor Park)
Type
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Accommodation
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Attractions
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Events/festivals
Address
11 Pine Street, R.R. 8
2435 Concession 12
460 Queen Street
Postal Code
N2Z 0B3
N2Z 2X3
N2Z 2R5
715 Hwy #21 South, RR #1
N2Z 2X3
791 Durham Street
N2Z 1M4
N2Z 1Z9
N2Z 0B2
847 Saugeen Street
599 Hunter Street
2310 Concession 12
N2Z 2X3
2 Millenium Way
1126 Sutton Street
249 Harbour Street
N2Z 0B5
N2Z 2E2
N2Z 2X9
41 Inverlyn Cres. S
N2Z 1L1
392 Queen Street
319 Kincardine Avenue
1111 Sutton Street
N2Z 2R2
N2Z 2R3
N2Z 2C5
328 Goderich Street
N2Z 2K2
378 Queen Street
481 Broadway Street
354 Queen Street
N2Z 2R2
N2Z 2C2 ‎
N2Z 2R3
78 Boiler Beach Road
N2Z 2X3
1126 Sutton Street
N2Z 2E2
66 Boiler Beach Road
N2Z 2X3
877 Queen Street
719 Queen Street
601 Durham Street
707 Queen Street
133 Broadway Street
460 Queen Street
235 Harbour Street
n/a
708 Queen Street
20 Mclaren Road
6 McKay Street
719 Queen Street
705 Queen Street
705 Queen Street
717 Queen Street
705 Queen Street
705 Queen Street
707 Queen Street
750 Queen Street
1581 Bruce County Road 7
N2Z 2Y2
N2Z 1Z7
N2Z 1L7
N2Z 1Z7
N2Z 1A9
N2Z 2R5
N2Z 2X9
n/a
N2Z 2A3
N0G 2T0
N0G 2T0
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
N2Z 1Z7
N2Z 0B3
N2Z 2X5
65
Name
Type
Address
Postal Code
Santa Claus Parade
Scottish Pipe Band Parades
Ainsdale Golf Course
Alps Park
Blackhorse Golf & Country Resort
Blackwell Park
Boiler Beach
Connaught Park
Dunsmoor Park/Landsown Beach
Geddes Environmental Park
Huron Ridge Park
Huronville Park
Inverhuron Beach
Inverhuron Provincial Park
Kin-bruce Park
Kincardine Tennis Club
Kincardine Yacht Club and Marina
Kindog Park
Legion Park
MacPherson Park (Tiny Tot Park)
Millenium Park & Gardens
Multi-Use Trails
Penetangore Path
Reunion Park
Reunion Park
Rotary Park
Station Beach
Victoria Park
Wildfang Park
Bean's Bistro
Boston Pizza
Coffee Culture
Crabby Joe's Tap & Grill
Curry Corner/Kincardine Pizza
Erie Belle
Gilley's Feedlot
Godfather Pizza
Governor's Inn
Hawgs Breath Saloon
Jeans Family Restauarant
Events/festivals
Events/festivals
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Outdoor Recreation
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
n/a
n/a
2264 Concession 12
n/a
1436 Bruce Road 1
n/a
n/a
133 Braodway Street
1581 Bruce County Road 7
1475 Concession 5
Inverlyn Crescent
39 Penetangore Street
19 Jordon Road
19 Jordon Road
920 Lake Range Drive
232 Braodway Street
736 Heron Terrace
n/a
406 Bruce Avenue
n/a
n/a
n/a
n/a
201 Russell Street
201 Station Beach Road
638 Huron Terrace
201 Station Beach Road
705 Queen Street
Widlfang Lane
728 Queen Street
4 Millenium Way
764 Queen Street
1113 Sutton Street
364 Queen Street
259 Harbour Street
832 Queen Street
950 Queen Street
791 Durham Street
894 Queen Street
1120 Sutton Street
N2Z 1Z9
n/a
N2Z 2X3
n/a
N2Z 2X5
n/a
N2Z 0B8
N2Z 1Z9
N2Z 2X5
N2Z 2X6
n/a
N2Z 2N6
N0G 2T0
N0H 2C7
N0G 2R0
N2Z 2X9
N2Z 2Y6
N0G 2R0
N0G 2R0
N2Z 1Z9
N2Z 2A5
n/a
N2Z 1Z9
N0G 2R0
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
N2Z 1Z9
n/a
N2Z 1Z8
N2Z 0B5
N2Z 2Y2
N2Z 2C5
N2Z 2R3
N2Z 2X9
N2Z 2Y2
N2Z 2Y2
N2Z 1M4
N2Z 2Y2
N2Z 2C5
66
Name
Type
Address
Postal Code
Kentucky Fried Chicken
Kincardine's Bruce Steakhouse
Knotty Pine
McDonald's
My Wraps
New Orleans Pizza
New Season Tavern
Sub Shop
Subway
Sutton Park Inn
The Brasserie
Tim Horton's
Tim Horton's
Tramato
Watercress Bistro
Baxter's Row Fashion
Brushwood
Canada Post Postal Outlet
Canadian Tire
Complements
Country Depot
Dar-Lyn Pools & Spas
Dollar Stop
Eight Sisters
Enjo Cleaning Fibres
Fine Table & Bed
Forever Yours Scrapbooking
Gilbert's Jewellery
Go Glass & Accessories
Grey-Bruce Labour Council
J'Adorn
JB's Lingerie
Kincardine Home Hardware
M&M Meat Shops
Macg's House of Fashion
Mary Kay Skin Care
New Look Consignment Clothing
Pheonix Street Wear
Sears Catalogue Store
Shopper's Drug Mart
The Beef Way
Victoria Park Art Gallery & Gift Shop
Weekins Children's Clothing Shoppe
West Shore Clothing Store
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Restaurants
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
Retail
1796 Highway 21
750 Queen Street
507 Broadway Street
792 Braodway Street
925 Queen Street
923 Queen Street
722 Queen Street
724 Queen Street
771 - 781 Broadway Avenue
1126 Sutton Street
217 Harbour Street
303 Braodway Street
814 Durham Street
765 Queen Street
829 Queen Street
740 Queen Street
827 Queen Street
261 Durham Street
81 Durham Street
284 Harbour Street
315 Hamilton Lane
861 Queen Street
665 Philip Place
831 Queen Street
908 Greg's Trail
738 Queen Street
18 Deborah Drive
735 Queen Street
252 Queen Street
895 Andrew Malcolm Street
791 Queen Street
789 Queen Street
1770 Hwy 21
781 Broadway Street
325 Durham Market Square North
908 Greg's Trail
330 Durham Market Square
806 Queen Street
665 Philip Place
781 Broadway Street
RR 2 Hwy 21
707 Queen Street
750 Queen Street
792 Queen Street
N2Z 2X4
N2Z 2A3
N2Z 2E8
N2Z 2G1
N2Z 2Y2
N2Z 2Y2
N2Z 2A3
N2Z 1Z8
N2Z 2E8
N2Z 2E2
N2Z 2X9
N2Z 2X9 ‎
N2Z 2X9 ‎
N2Z 2Y2
N2Z 2Y2
N2Z 2Z5
N2Z 2Y2
N2Z 2Y2
N2Z 3B8
N2Z 2X9
N2Z 1E2
N2Z 2Y6
N2Z 2E3
N2Z 2Y2
N2Z 0B9
N2Z 2Z5
N2Z 2M2
N2Z 1Z9
N2Z 2S5
N2Z 1M8
N2Z 2Y2
N2Z 2Y2
N2Z 2Y6
N2Z 2G1
N2Z 2Y6
N2Z 0B9
N2Z 2A3
N2Z 2Y2
N2Z 2E6
N2Z 2G1
N2Z 2X4
N2Z 1Z9
N2Z 2Y2
N2Z 2Y2
67
APPENDIX C – ONLINE MEDIA ASSETS
Online Newspaper Articles
http://www.kincardinenews.com/2013/09/13/surfers-hit-kincardines-station-beach-for-friday-the13th
http://gb.mountainlifemag.ca/2013/west-shore-lake-huron-freshwater-classic-surf-comp-putskincardine-on-the-map/
http://www.bayshorebroadcasting.ca/news_item.php?NewsID=61237 (accompanied by a 1 minute
interview with Alex Hogan regarding this study and its purpose)
http://www.lucknowsentinel.com/2013/10/28/west-shore-lake-huron-fresh-water-classic-2013takes-over-station-beach
http://eriemedia.wordpress.com/tag/kincardine/
http://www.kincardinenews.com/2013/08/02/stand-up-paddle-board-rentals-gaining-popularity
http://www.redbull.ca/cs/Satellite/en_CA/Article/Canadas-Top-Surf-Spots-021243209457735
http://www.canoe.ca/Travel/Galleries/Canada/2013/07/16/20980901.html#9
http://explore-mag.com/7616/adventure/where-to-surf-in-canada
http://ibackpackcanada.com/best-surf-locations-in-canada/
http://cottagelife.com/69950/entertaining/essential-steps-to-start-surfing-in-ontario
http://www.where.ca/blog/quintessential-canada/great-lakes-surfing-catch-a-freshwater-wave-oncanadas-third-coast/
http://www.slydehandboards.com/blogs/news/9477111-top-ten-fall-surf-and-bodysurf-trips
http://www.travelhunch.com/2013/04/ice-cold-surfing-7851/
Social Media – Pictures, Videos, Blogs
http://kinsurf.co/
http://www.cbc.ca/podcasting/includes/ontariomorning.xml (broadcast originally recorded on
Wednesday, September 18, 2013)
68
http://www.flickr.com/photos/davidgtran/sets/72157631862214130/
http://cascarjoe.blogspot.ca/2010/09/surfing-kincardine.html
http://gavinsurf.com/Kincardine/
http://www.firstpost.com/topic/place/kincardine-surfing-off-the-pier-at-kincardine-videoImTD4sYQLdw-45273-26.html
http://www.sbcsurf.com/blog/post/116/Lake-Huron-Comes-to-Life
http://www.pbase.com/joe_h/kincardine_sept_2010
http://www.pbase.com/bob_n/image/136895793
http://g35driver.com/forums/canada/256284-surfing-during-snowsquall-warning-kincardine.html
http://www.youtube.com/watch?v=MopyGJ5QdPg
http://www.notlsurfclub.com/2012/09/surfing-kincardine-pier.html
http://www.greatlakesurfers.com/node/68
http://www.kyc.ca/netcam/netcam.html
69

Kincardine Surfing Study

Transcription

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