Summer 2014 - Tourism Saskatchewan

Transcription

Going Places • Summer 2014 • 1
Going Places
Saskatchewan’s Tourism Industry Newsletter
Summer 2014
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A D V E R T I S E YO U R B U S I N E S S
I N T H E 2 0 1 5 T R AV E L
G U I D E S – B O O K YO U R
A D V E R T I S I N G S P OT TO DAY !
N AT I O N A L TO U R I S M L E A D E R S
“ TA L K TO U R I S M” D U R I N G
S A S K ATC H E WA N TO U R I S M W E E K
S A S K ATC H E WA N TO U R I S M
B U S I N E S S E S N AM E D A S
F I N A L I S TS F O R T H E 2 0 1 4
C A N A D I A N TO U R I S M AWA R D S
DAT E S E T F O R H O S T
S A S K ATC H E WA N
CO N F E R E N C E
2 • Going Places • Spring 2014
TABLE OF CONTENTS
Going Places
Stay connected with Tourism Saskatchewan...............2
In Development ......................................................................8
is published under the direction of
Tourism Saskatchewan’s Board of
Directors. Please send comments or
inquiries to:
Message from the Interim CEO .........................................3
Selling Saskatchewan .........................................................10
New Minister for Tourism Saskatchewan.......................3
Around the Province...........................................................13
Federal Tourism Minister visits Saskatoon.....................3
Tourism Trends ......................................................................14
Advertise your business in the 2015 travel guides –
2014-2015 Opportunities Catalogue coming soon......15
Book your advertising spot today!...................................4
Date set for HOST Saskatchewan Conference...........15
Tourism Saskatchewan releases 2013-2014 Annual
Protect your tourism business from scams ................15
Report .........................................................................................4
STEC News ..............................................................................16
Message from the Chair .......................................................5
Caitlin Taylor first Saskatchewanderer to visit
ExploreSask Photo Contest launched during
Athabasca Sand Dunes ......................................................17
Saskatchewan Tourism Week .............................................5
Summer fun does not have to end in August...........17
National tourism leaders “talk tourism” during
Interactive Insights ..............................................................18
Saskatchewan Tourism Week .............................................6
Here and There......................................................................19
Saskatchewan Tourism Week celebrated across the
Mark Your Calendar .............................................................20
Editor
Regan Mathiason
Tourism Saskatchewan
189 - 1621 Albert Street
Regina, Saskatchewan
Canada S4P 2S5
Phone: 306-787-7815
Fax: 306-787-6293
Email: [email protected]
Articles may be reprinted with
permission.
province .....................................................................................6
Cover Image
Anglin Lake,
Greg Huszar Photography
Industry learns about travel trade and media at
workshops .................................................................................7
Bookmark Industry Matters
The dedicated industry website, industrymatters.com, is your one-stop site for the latest news and information from Tourism
Saskatchewan and the province’s tourism sector. You will find recent statistics, upcoming events and articles on issues currently affecting
the industry.
Bookmark industrymatters.com and visit often!
Stay connected with Tourism Saskatchewan
in June and is encouraged by the interest in re-subscribing to Industry
Update and Here & There.
If you have returned an Industry Profile to Tourism Saskatchewan, you will
have been automatically added to the e-bulletin distribution list. Federal
law states that doing business with an organization, such as submitting
a business profile, qualifies as consent for receipt of electronic updates.
Therefore, even if you did not sign up for the newsletters but did submit
your Industry Profile, you will continue to receive Industry Update and
Here & There.
Are you receiving the Industry Update and Here & There e-bulletins? In June,
email notifications were sent to industry contacts in Tourism Saskatchewan’s
database, regarding new federal legislation intended to protect Canadians
from spam messaging and other electronic threats. These changes in
legislation took effect July 1. Under the new law, companies are prohibited
from sending marketing emails without express consent from the individual
recipient.
Tourism Saskatchewan is serious about its role in communicating with
industry and providing beneficial and up-to-date information. The
organization appreciated the strong response from industry to its reminders
Those who do not have an Industry Profile with Tourism Saskatchewan but
would like to continue to receive e-bulletins, can still sign up for Tourism
Saskatchewan’s industry communications. Doing so will ensure that you
receive important notices, such as event and workshop invitations,
marketing and education program information, along with access to timely
and important tourism industry news.
Visit industrymatters.com/subscription-centre, follow the steps and choose
which e-bulletins you wish to receive.
If you wish to unsubscribe, that process is simple, too, and you can do so at
any time. If you have any questions or concerns about any of Tourism
Saskatchewan’s e-bulletins, email [email protected].
MESSAGE FROM THE INTERIM CEO
Last year, when I
moved to
Saskatchewan from
Newfoundland and
Labrador, I was
immediately struck
by the similarities among the citizens of these
provinces. The warm welcome and hospitality
that I received made the transition that much
easier and I felt “at home” in no time. Like
Newfoundland and Labrador, Saskatchewan has
a relatively sparse population. The term
“neighbour” is used broadly – it can refer to
someone next door, a mile down the road or in a
community several kilometres away. People are
naturally curious, which is why, perhaps, you
receive a wave or a nod from other drivers when
travelling through rural areas.
The 25th annual Saskatchewan Tourism Awards of
Excellence Gala, held in April, was an evening of
high energy and emotion. I felt privileged to be
present for this memorable occasion and to
witness unbridled passion for this province. It is
encouraging to see businesses build on the
momentum created and take full advantage of
the recognition that they receive as award
finalists and recipients.
I also observed a common humility. People
hesitate to boast about themselves. In tourism,
however, self-promotion is not a bad thing. If you
have an excellent product, offer superior service
or have been honoured for your work, do not be
shy about sharing news that can entice
customers and generate sales.
More and more businesses are recognizing the
value of seeking awards and investing time,
effort and resources into completing and
submitting nominations for consideration. In the
competitive world of tourism marketing, being
proactive and gaining recognition for impressive
work and service gives you an edge and
increases your visibility to consumers.
For a quarter century, Tourism Saskatchewan has
hosted the Saskatchewan Tourism Awards of
Excellence. These awards, judged by a panel of
industry peers, acknowledge innovation,
achievement and exceptional service among the
tourism sector.
Tell the world about your success. Highlight it on
your website or in your marketing materials.
Consumers look for validation of quality. They
read reviews and are influenced by third-party
endorsements of businesses. By bringing
attention to your accomplishments and to
recognition that you have received, you are
providing a service to them and to yourself.
It is important to ensure that the Saskatchewan
Tourism Awards of Excellence evolve in accordance
with changes and trends in tourism. They need to
be relevant to both industry and consumers.
Industry engagement and participation are a
must for these awards to be meaningful and to
New Minister for
Tourism Saskatchewan
Tourism Saskatchewan welcomes
The Honourable Jeremy Harrison to
his role as Minister Responsible for
Tourism Saskatchewan. The
announcement took place on June 5
when he was appointed Associate
Minister of the Economy responsible
for Trade, Tourism, Innovation and
Immigration.
Minister Harrison was elected to the
Saskatchewan legislature in
November 2007, representing the
constituents of Meadow Lake. Upon his election, he became the youngest
Canadian ever to have been elected to both the House of Commons and a
provincial Legislative Assembly.
Minister Jeremy Harrison
He first served as Legislative Secretary to the Minister of Energy and
Resources, Northern Resources and Oil Sands Development until he was
appointed to Cabinet in 2009. He held several positions – Minister of
Municipal Affairs and Deputy Government House Leader, Minister of
Enterprise Saskatchewan, Minister Responsible for Trade and Government
House Leader.
Additionally, he serves as a member of the Board of Internal Economy,
Chair of the Red Tape Reduction Committee and member of the Rail
Transportation Innovation Cabinet Committee.
continue. Over the years, Tourism Saskatchewan
has undertaken periodic reviews of the awards.
We are currently examining all aspects of the
award program, from the categories to the
submission process to opportunities for greater
promotion of the finalists and award recipients.
Be assured that feedback is most welcome. I
encourage you to email your comments or
suggestions to Nancy Hubenig at
[email protected].
Through the Saskatchewan Tourism Education
Council, we also offer recognition for best
practices and exceptional service. The tourism
Employer of Choice program acknowledges
leadership in human resources practices. Each
spring, at the annual Tourism Professional
Recognition Dinners in Saskatoon and Regina,
Tourism Ambassador Awards are presented to
outstanding certified tourism professionals. One
award is available in each of the five tourism
industries: accommodation; food and beverage;
recreation and entertainment; transportation;
and travel services.
Again, Tourism Saskatchewan welcomes your
inquiries about awards and recognition
programs. Let’s work together to bring greater
recognition to remarkable Saskatchewan
experiences and industry leaders.
Mary Taylor-Ash
Federal Tourism Minister
visits Saskatoon
On August 28, The Honourable
Maxime Bernier, Minister of State
(Small Business and Tourism, and
Agriculture), travelled to Saskatoon
to meet with local business and
tourism representatives.
Mary Taylor-Ash, Interim CEO of
Tourism Saskatchewan, Todd
Brandt, President & CEO of Tourism
Saskatoon, and Steve Johnston,
President of the Saskatoon Hotel
Association, participated in the
round-table discussion.
Federal Tourism Minister Maxime Bernier met with
tourism stakeholders in Saskatoon on August 28.
The need for more federal investment in marketing tourism, particularly to
the U.S. market, was brought to Minister Bernier’s attention.
“Following the meeting, it was encouraging to note media coverage in the
Regina Leader-Post and Saskatoon StarPhoenix, stating Minister Bernier’s
acknowledgement of the request for additional federal spending on
promoting tourism to markets in the United States,” Taylor-Ash said.
Additionally, challenges to the tourism sector stemming from labour
shortages were raised during the meeting.
4 • Going Places • Summer 2014
ADVERTISE YOUR BUSINESS IN THE 2015
TRAVEL GUIDES
– Book your advertising spot today!
Advertising rates for the 2015 Saskatchewan Discovery Guide and the 2015
Saskatchewan Fishing & Hunting Guide are now available.
The Saskatchewan Discovery Guide is the province’s definitive vacation
planning resource. With more than 400 pages, this travel guide gives
visitors the detailed information they need to enjoy their Saskatchewan
vacation. Accommodations, attractions and events are well organized for
quick reference, along with suggested travel itineraries, unique locales and
fun activities.
New bundle features for 2015 are available and include a display ad in the
publication, in combination with web banner ad placement.
The 2015 Saskatchewan Fishing & Hunting Guide will continue to include
feature articles. This guide is targeted to fish and game enthusiasts who
are looking for detailed listings of the province’s many fishing and hunting
outfitters. Operators are invited to submit a photo with their listing at no
extra charge.
To submit your image, email [email protected].
Special listing/display ad formats are available again for 2015, as well as
bundle options that include web banner placement.
For added exposure, all travel guides will be posted on
TourismSaskatchewan.com, which receives more than one million visits
annually.
The booking deadline for
the Saskatchewan Fishing &
Hunting Guide is October 1,
with advertising material due
by October 15. The deadline to
book advertising in the
Saskatchewan Discovery Guide is
October 31, and the final
submission date for all advertising
material is November 15.
The Perfect Drive: Saskatchewan Golf Vacations has been discontinued for
2015. Instead, golf course operators are invited to purchase a print listing
in the Saskatchewan Discovery Guide. These listings will appear under
“Things to Do” within the community in which the golf course is located,
along with a listing in a newly-created Golf Index. With 150,000
Saskatchewan Discovery Guides distributed yearly, this will be excellent
exposure for golf operators.
In addition, web banner advertising is available on the
TourismSaskatchewan.com website.
To book your advertising space for any of these publications, contact
Bob Kadis at 306-933-5903 or [email protected]. For listing
status enquiries, contact Kathy Rosenkranz at 306-787-2312 or
[email protected] or Diane Sather at 306-787-7831 or
[email protected].
To view rate sheets for more details, visit industrymatters.com.
TOURISM SASKATCHEWAN RELEASES 2013-2014
ANNUAL REPORT
The Tourism Saskatchewan 2013-2014 Annual Report was tabled in the provincial legislature on
July 29, 2014.
The Annual Report features organizational highlights during the fiscal period spanning April 1, 2013
to March 31, 2014, and includes financial statements for that period. It outlines results on committed
strategies, actions and performance measures identified in Tourism Saskatchewan’s Strategic Plan
2014-2016.
Reporting is structured according to the organization’s three Strategic Priorities:
• Marketing Saskatchewan Experiences
• Developing Saskatchewan Experiences
• Fostering Operational Excellence
The report denotes progress made on Government commitments, as identified in Government
Direction for 2012-13: Keeping The Saskatchewan Advantage, The Saskatchewan Plan for Growth – Vision
2020 and Beyond, the funding agreement with the Ministry of the Economy, throne speeches and
other statements.
In addition to outlining activities for the year, the report provides information about Tourism
Saskatchewan and the province’s tourism sector, including annual statistics concerning visitation
numbers and travel expenditures.
A public document, the 2013-2014 Annual Report is posted on Tourism Saskatchewan’s industry
website, industrymatters.com, where it can be downloaded or printed. To request a copy, contact
Patti Peesker, Literature Distribution Coordinator, at [email protected] or 306-787-2420.
MESSAGE FROM THE CHAIR
For Tourism Saskatchewan’s Board of Directors,
opportunities to spend time with operators and
industry representatives are always appreciated.
Most often, these encounters occur during formal
events, such as the HOST Saskatchewan
Conference or Tourism Saskatchewan Spring
Workshop. In those instances, delegates leave behind their work and come to
us. There is always plenty of discussion about business challenges, as well as
success stories. But seeing operators in action is a different experience all
together.
In July, my Board colleagues and I were fortunate to gain first-hand
knowledge of some of the tourism offerings in Nipawin and area, where we
gathered for meetings. Understandably, Board business kept us indoors part
of the time. The comfort and hospitality of Northern Greens Resort and the
Evergreen Conference Centre contributed to some very productive sessions.
We appreciated opportunities to become acquainted with Mayor Dave Trann
and a number of community leaders and tourism operators. It was inspiring
to witness their genuine enthusiasm for welcoming guests and showcasing
Nipawin and area to visitors. We enjoyed meeting with Deb and Larry Arnst,
owners of Rolling Pines Golf & Country Resort, and hearing their account of
embracing change and putting acquired knowledge and experiences to work
on a new business venture. Stops at Aurora Houseboats, Twin Marine
Outfitting and Evergreen Golf Course provided additional insights into the
passion and work that is making Nipawin and its surrounding lakes, parks and
campgrounds popular for recreational and nature-based tourism.
Unfortunately, time did not permit an afternoon of fishing on the agenda. I
know – who goes to Tobin Lake and does not take time to fish? I think we all
are anxious to return and attempt to land a big one.
Board business over the summer has included the search for a new Chief
Executive Officer. It is always an interesting process and brings to focus some
of the impressive talent and leadership among Canada’s tourism industry. We
anticipate an announcement in October. In the meantime, Tourism
Saskatchewan will continue under the direction of Interim CEO Mary TaylorAsh. We are grateful to Mary, the Executive Leadership team and staff in the
Regina, Saskatoon and field offices for their professionalism and efforts
during this transition.
On behalf of Tourism Saskatchewan, I am pleased to acknowledge The
Honourable Jeremy Harrison, who was named Associate Minister of the
Economy responsible for Trade, Tourism, Innovation and Immigration.
Minister Harrison’s enthusiasm for tourism is appreciated and we look
forward to working with him.
Norm Beug
ExploreSask Photo Contest
launched during Saskatchewan Tourism Week
• NEW CONTEST CATEGORY – SaskSelfie – Snap a
selfie with your mobile device or camera at a
recognizable Saskatchewan hotspot. Use the
SaskSelfie Hotspot Hunt clues to find great
locations to take your selfies!
The prize-winning photographer in the
following categories will receive a $250 gift card
for Don’s Photo:
Tourism Saskatchewan’s newly rebranded
ExploreSask Photo Contest is officially underway.
The contest launched as part of Saskatchewan
Tourism Week, which was celebrated throughout
the province from June 15-21.
Amateur and professional photographers are
encouraged to submit images that capture the
wonders of Saskatchewan – its natural
splendour, unique attractions, colourful events
and the remarkable spirit of its people and
communities.
There are eight categories to enter:
• Saskatchewan People – Photos that reflect the
character and spirit of Saskatchewan people.
(No studio photography)
• Nature in Saskatchewan – Photos of flora and
fauna in natural habitat.
• Prairie Scenic – Scenic photos from prairie
regions of Saskatchewan, including traditional
scenes, as well as hidden prairie treasures such
as the Qu’Appelle Valley, hills and badlands, and
features not typically categorized as “prairie.”
• Woods and Water – Scenic photos reflecting
parkland, boreal forest and/or lake settings.
• My Saskatchewan Vacation – Photos of people
having fun during their Saskatchewan vacation.
Images may capture adventure, recreation,
relaxation or celebration at a favourite
attraction, event or destination in Saskatchewan.
• Urban Life – Images that portray the
excitement, sophistication and spirit of our
Saskatchewan cities and towns. Photos can also
feature events and attractions you experience
while visiting “urban playgrounds.”
• Provincial Parks – Photos of your most
treasured memories that took place in a
Saskatchewan provincial park.
• Saskatchewan People
• Nature in Saskatchewan
• Prairie Scenic
• Woods and Water
• My Saskatchewan Vacation
• Urban Life
• Provincial Parks
The Grand Prize winner, selected from the seven
category winners, will receive an additional $250
Don’s Photo gift card. There will also be five
honourable mention prizes in each category.
The winner of the SaskSelfie contest category
will be selected randomly from the submissions
in that category. The prize is a GoPro Hero 3+
Black Edition – perfect for capturing your next
Saskatchewan adventure.
For complete contest rules, to submit your entry
and to check out the SaskSelfie Hotspot Hunt
clues for ideal selfie-taking locations, visit
TourismSaskatchewan.com/PhotoContest or
call Tourism Saskatchewan toll-free at
1-877-237-2273. The deadline for entries is
September 30, 2014.
NATIONAL TOURISM LEADERS “TALK TOURISM”
DURING SASKATCHEWAN TOURISM WEEK
Left to right: Attendees of the Tourism Town Hall Meeting on June 20 network during the Tourism Saskatchewan-sponsored luncheon; Jon Mamela, the Canadian Tourism Commission’s Chief Marketing
Officer, presents at the Tourism Town Hall Meeting; Mary Taylor-Ash, Tourism Saskatchewan Interim CEO, speaks to the media.
In cooperation with Tourism Saskatchewan, the
Tourism Industry Association of Canada (TIAC)
and the Canadian Tourism Commission (CTC)
jointly hosted an open forum on the state of
Canada’s tourism industry in a Town Hall-style
meeting in Saskatoon on June 20. More than 75
tourism operators and stakeholders from across
the province participated in the interactive halfday session.
President of Public and Industry Affairs, provided
tourism stakeholders with insight on how the
CTC and TIAC are working to grow Canada’s
visitor economy.
Featured presenters Jon Mamela, CTC’s Chief
Marketing Officer, and Rob Taylor, TIAC’s Vice-
The session covered a broad range of travel and
tourism topics, including domestic policy
The open forum also provided a unique
opportunity for participants to discuss their
concerns and share ideas on how to make
Canada’s tourism industry more competitive.
challenges, international travel trends, export
readiness and national marketing strategy. The
town hall format provided the chance for
tourism representatives in Saskatchewan to
have their voices heard.
The day concluded with a networking luncheon
sponsored by Tourism Saskatchewan. Part of a
country-wide series of Town Hall Meetings, the
event was held in conjunction with
Saskatchewan Tourism Week.
SASKATCHEWAN TOURISM WEEK CELEBRATED ACROSS THE PROVINCE
From June 15-21, communities throughout
Saskatchewan celebrated Saskatchewan Tourism
Week with public barbeques, community tours,
flag-raising ceremonies, open houses, and
contests and promotions. More than 30 events
were held across the province during the week
that was officially proclaimed by the
Government of Saskatchewan.
The re-opened centre features locally-made arts
and crafts, photography and books for sale.
Local artists visit the centre monthly to display
their crafts and offer demonstrations that are
free to the visiting public. An open house and
community barbeque was held on June 21 to
complete the week.
Part of a broader national initiative called
Tourism Week in Canada, which brings attention
to the economic opportunities available to
Canada through travel and tourism,
Saskatchewan Tourism Week provided an
excellent opportunity to broaden awareness
about the importance of tourism in this
province.
Jacqueline Watt, Tourism Saskatchewan Field
Representative for the North, also participated in
the third annual Country at the Creek Music
Festival, held at the Ness Creek Site near Big
River from June 20-22. Watt announced the
launch of the ExploreSask Photo Contest and
encouraged festivalgoers to take “SaskSelfies” on
stage with the Country at the Creek banner or
the audience as the background.
In the north, Mayor Greg Dionne and Council
members kicked off Saskatchewan Tourism Week
at the Prince Albert Visitor Centre on June 16
with a reading of the proclamation and a flagraising ceremony. During the week, Summer
Ambassadors attended various events and
attractions throughout the city. On June 21, the
centre wrapped up the week with a barbeque
lunch that was open to the public.
Flags were raised at ceremonies in North
Battleford and Battleford on June 16 to kick off
Saskatchewan Tourism Week in the west central
area. On June 18 in North Battleford, Battlefords
Tourism and Convention Association celebrated
the opening of the new Battlefords River Valley
Visitor Centre, and presented awards to
deserving local tourism ambassadors and
businesses.
In La Ronge, the Woodlands & Waterways
Regional Visitor Centre (formerly the Lac La
Ronge and Area Visitor Information Centre) held
an invitational re-opening on June 17 to
introduce its new employee, Judy Hanke.
The week culminated with the official opening
of the new Farmer’s Market in St. Walburg on
June 20. Free camping was also on offer at the
St. Walburg Campground throughout the week.
From Watrous to Melville, the east central area
was buzzing with activity during Saskatchewan
Tourism Week.
On June 16, the Town of Hudson Bay played
host to a Saskatchewan Tourism Week kick-off
event and the official launch of the ExploreSask
Photo Contest. Community members, including
Carrot River Valley MLA Fred Bradshaw and
Mayor of Hudson Bay Elvina Rumak, participated
in the SaskSelfie Hotspot Hunt. With clues in
hand, they searched the town for the perfect
spots to take their “SaskSelfies.” Following the
launch event, approximately 200 people
attended a community luncheon.
Although a community barbecue was
postponed until the following week due to
weather, the Town of Carrot River launched a
video and photo contest during Saskatchewan
Tourism Week. The contest garnered some great
entries that showcased the beauty of Carrot
River and area. On June 16, the Carrot River
Branding Committee hosted Tourism
Saskatchewan staff at the new Carrot River Inn
Cilantro Restaurant for a “meet and greet” to
discuss the newly proposed brand for the
community. On June 17, Tourism Saskatchewan
staff visited the Dickson Hardie Interpretive
Centre and golf course at Pasquia Regional Park.
They also had the opportunity to tour the
Shorebird Inn at Tobin Lake.
Approximately 160 people attended the annual
Saskatchewan Tourism Week barbeque on
June 18 in Watrous. The Watrous Manitou
Marketing Group partnered with the Watrous
and Area Arts Council for the event. Following
the barbeque, Tourism Saskatchewan staff,
along with Brendan Manz, Community
Development Officer with the Watrous Manitou
Marketing Group, visited Manitou Beach. The
group met with Dwight Hayter at Manitou
Springs Resort and Mineral Spa for a tour of the
hotel’s newly developed terrace.
The city of Melville played host to a number of
events and activities throughout the week. An
open house and barbeque at the Melville
Tourism Centre kicked off Saskatchewan Tourism
Week on June 16. The event also featured solar
gazing with James Edgar. That evening, there
was free family golf at the Melville Golf and
Country Club. Museum tours and free
swimming, batting cages and fishing rounded
out the week’s activities.
An open house was held at the Tourism Yorkton
Visitor Centre on June 19. That afternoon,
Tourism Yorkton hosted a “Get on the Bus”
familiarization tour that took participants to
Yorkton’s many attractions.
In the south, Coronach Tourism led two bus
tours to the Big Muddy Badlands. Almost 60
local residents participated in the tours that
made stops at the infamous Sam Kelly Outlaw
Caves, the Buffalo Effigy and Turtle Effigy, as well
as Aust’s General Store in Big Beaver.
On June 19, a golf night and barbeque were
held at the River Ridge Golf Course in Leader. In
conjunction with the Summer Solstice Festival
d'été on June 20-21, the community of
Gravelbourg hosted a street fair. In Swift Current,
a radio campaign and window advertising in
local businesses broadened awareness of
Saskatchewan Tourism Week.
An industry gathering to showcase the East
Block to southern Saskatchewan tourism
stakeholders and operators, was held at
Grasslands National Park. Originally scheduled
for June 17, the event was postponed to the
following week, due to inclement weather. The
gathering included tours of the McGowan Visitor
Centre and Rock Creek Campground, a
barbeque and an interpretive wagon ride along
the valley rim.
During Saskatchewan Tourism Week, Tourism
Saskatoon launched its I Spy Saskatoon Photo
Contest. In the Queen City, Tourism Regina’s
Regina Welcomes You Contest came to a close,
and residents and visitors were encouraged to
discover and explore Regina’s unique tourism
experiences that include museum exhibits,
cultural festivals, sporting events and local
dining spots and watering holes.
Once again, Saskatchewan Tourism Week
successfully promoted the province’s tourism
sector – one that saw $2.12 billion in traveller
expenditures and more than 12.5 million visits
to and within Saskatchewan in 2012.
Top to bottom: The City of North Battleford held a flag-raising
ceremony on June 16; Carrot River Valley MLA Fred Bradshaw
participated in the ExploreSask Photo Contest launch in
Hudson Bay during Saskatchewan Tourism Week.
Approximately 55,600 residents are employed in
tourism or tourism-related jobs in
Saskatchewan.
Industry learns about travel trade and media at workshops
Left to right: Shane Owen, Tourism Saskatchewan’s Media Relations Consultant, led a workshop on travel media in Waskesiu; participants in a workshop in Nipawin were treated to a dinner cruise
with Aurora Houseboats.
Members of Tourism Saskatchewan’s Marketing
team conducted informational workshops in
Waskesiu and Nipawin during Saskatchewan
Tourism Week in June.
The presentations included an overview of key
markets, trends and highlighted recent marketing
initiatives before diving in to what travel trade
and media encompass and ways in which
operators can work with them in order to
promote and benefit their business. Comical skits
on the “dos and don’ts” when working with travel
trade or media complemented the overall
messaging and added some humour to the day.
The Waskesiu workshop also included a
presentation by Vickie Clark of Living Skies Events
and Tours, based in Saskatoon, who shared her
experience and expertise in packaging. Following
the Nipawin workshop, participants were invited
to a dinner cruise on the Saskatchewan River with
Aurora Houseboats.
Feedback has been positive for both workshops.
“A great, informative workshop for Saskatchewan
tourism businesses to understand Tourism
Saskatchewan's strategy for travel trade and media
relations. [The workshop provided] hands-on,
interactive and practical information for those who
want to learn to package, partner and promote their
business to these markets! We especially loved the
tourism skits!” – Tracey Desjardins, Marketing and
Sales Manager, Waskesiu & Area Wilderness
Region
In Development
Canadian football fans get
a taste of Saskatchewan
hospitality with Riderville
Left to right: The 2014 Riderville Tour made a stop in Vancouver on August 24; Saskatchewan Roughrider fans pose for a photo with Gainer at Riderville in Winnipeg on September 7.
What is green and white and smiling all over? These days, it is a
Saskatchewan Roughriders fan. Through a combination of great publicity
and even better football, the Roughriders have become one of
Saskatchewan’s best-known and most-loved brands – and Tourism
Saskatchewan has partnered with the organization to host the 2014
Riderville Tour and spread the word that Saskatchewan is a hotspot for
great experiences. Combining brands, Tourism Saskatchewan and the
Saskatchewan Roughriders are at the forefront of fan engagement all
across Canada.
“It makes inherent sense for Tourism Saskatchewan to partner with the
Saskatchewan Roughriders,” Tourism Saskatchewan’s Interim CEO Mary
Taylor-Ash said. “The 2013 Grey Cup is fresh in people’s minds, and the
enthusiasm remains lively and intense. The Riders are truly ‘Canada’s team,’
and Rider fans are renowned for their loyalty, creativity and sense of fun.
“Saskatchewan spirit and pride are clearly on display during Rider events,
and when other Canadians witness the unabashed enthusiasm of Rider
Nation and are given a taste of Saskatchewan spirit and hospitality, they
are compelled to visit,” Taylor-Ash added. “Naturally, we want to convince
out-of-province guests travelling here for games to consider extending
their stay, see more of Saskatchewan and add to their collection of great
memories.”
Riderville is the annual party hosted by the Saskatchewan Roughriders at
every Grey Cup. In 2013, Tourism Saskatchewan teamed up with the
Roughriders to take Riderville to Edmonton and Calgary.
With great feedback from fans and high attendance, the experience was so
successful that Riderville is going even bigger in 2014, giving football fans
in various cities the opportunity to enjoy a bit of Saskatchewan cheer.
On top of raising awareness about Saskatchewan and the Roughriders, the
events are also fundraising opportunities for local Canadian charities. Last
year, British Columbia’s Ronald McDonald House and the Edmonton Burn
Treatment Society were the charities of choice.
This year, at the first event in Ottawa, the Military Family Resource Centre
benefitted. Funds raised will assist its services and programs designed to
support either the spouses and children or the parents of members in the
Canadian Armed Forces.
In addition to Ottawa, the tour has also landed in Vancouver, Regina and
Winnipeg. The tour has been extremely successful so far, with host venues
reaching full capacity of more than 2,000 each at every venue. The final
appearances will happen in Edmonton on September 26 and Calgary on
October 24. The events are free of charge, and football fans of all jersey
colours are welcome to attend and join in on the fun.
In conjunction with the Riderville Tour, Tourism Saskatchewan and the
Saskatchewan Roughriders launched the Bucket List Giveaway Contest,
targeted at out-of-province visitors. The contest prize includes a trip for
two to Regina to see the Roughriders play at Mosaic Stadium, along with
season tickets to a CFL team of the contestant’s choice.
Online Marketing team goes behind the scenes on
Corner Gas: The Movie
Left to right: Filming on the set of Corner Gas: The Movie in Rouleau; Lorne Cardinal and Brent Butt taste whisky at Last Mountain Distillery in Lumsden; Fred Ewanuick enjoys a day of golf at Long
Creek Golf & Country Club in Avonlea.
The town of Rouleau, Saskatchewan got a blast from the past this summer
as familiar faces descended on the community for the filming of Corner
Gas: The Movie. Tourism Saskatchewan’s Online Marketing team went
behind the scenes and met the crew and actors as they recreated the town
of Dog River once more.
Tourism Saskatchewan staff got a glimpse of filming in action this summer
with Eco-PARTY! Adventures. The tour takes visitors from Regina to
Rouleau to see the sets and get a genuine Corner Gas experience.
The team talked to Fred Ewanuick, Eric Petersen, Nancy Robertson and
Brent Butt about their fondest Saskatchewan memories from their Corner
Gas days. Among their favourites: pizza at O’Hanlon’s Irish Pub in Regina,
golfing, taking in the scenery in the Qu’Appelle Valley and walking along
Wascana Lake.
Corner Gas: The Movie was supported, in part, through Tourism
Saskatchewan’s Event Hosting Program. The Special Tourism Projects
stream provides funding to activities that contribute to the image and
perception of Saskatchewan as an enticing tourism destination and
demonstrate strong potential to generate significant visitation to
Saskatchewan. For more information on the Event Hosting Program,
visit industrymatters.com.
The Online Marketing team got to accompany Brent Butt and Lorne
Cardinal on a fishing trip to G&S Marina Outfitters on Last Mountain Lake,
ending the day with a whisky tasting at Last Mountain Distillery in
Lumsden. They also went on a golfing expedition with Fred Ewanuick at
the Long Creek Golf & Country Club in Avonlea.
Corner Gas: The Movie will debut this holiday season.
Event Hosting Program supports festivals and
events around the province
This summer, Tourism Saskatchewan supported 25 events, festivals and
projects in its initial round of funding through the recently-developed Event
Hosting Program.
With four categories designed to support events of all sizes, the program’s
first year included such Community Annual Events as the Dog Patch Music
Festival , Wanuskewin Days Cultural Celebration & Powwow, Saskatchewan
Handcraft Festival and Mortlach Saskatoonberry Festival, to name a few.
The Marquee Annual Events stream, which funds larger budget events with a
significant draw, provided funding for the SIGA Dakota Dunes Open, the
SaskPower Windscape Kite Festival, Regina Folk Festival, Saskatoon EX and
several others.
Saskatchewan played host to numerous National and International Events
this summer that drew in visitors from all over the world. The program
provided support to such events as the U18 Women’s Canadian Softball
Championship, 2014 Canadian Sprint Canoe Kayak Championship, Wings for
Life World Run and U18 Football Canada Cup. The upcoming 2015 Scotties
Tournament of Hearts will also benefit from this program.
In addition to events and festivals, the program also supported projects
through the Special Tourism Projects stream. Corner Gas: The Movie, Fish
Camp reality television series and Ness Core Ventures received funding in
the initial round.
Ness Core Ventures and the Ness Creek Site, home of Country at the Creek, received funding
through the Event Hosting Program in 2014.
The second intake of the Event Hosting Program closed on August 31.
Funding recipients will be announced by the end of September. The final
intake deadline for 2014 is November 30. Criteria and application forms are
available at industrymatters.com/event-hosting-program.
Selling Saskatchewan
Promoting the province on the international stage
Media representatives from the United Kingdom enjoyed fishing in northern
Saskatchewan during a familiarization (FAM) tour in July.
Tourism Saskatchewan works closely with the Canadian Tourism
Commission (CTC) on promoting the province abroad. Its main overseas
markets remain German-speaking Europe and the United Kingdom, where
it promotes the province’s natural beauty, outdoor activities and culture,
including its six signature experiences, to travel trade and media. Tourism
Saskatchewan is always in discussion with the CTC on the changing
international travel landscape, emerging markets and potential
opportunities for Saskatchewan. This summer was especially busy with
Tourism Saskatchewan’s Travel Trade and Media teams participating in
several CTC initiatives and hosting groups of international guests.
TRAVEL MEDIA
In July, Tourism Saskatchewan’s Travel Media team hosted a diverse group
of five media representatives from the United Kingdom that covered a
variety of outlets, including several daily newspapers, Country Life, local
radio, and UK-based food and travel blogs. The familiarization (FAM) tour
took them on a more than 1,000-kilometre road trip throughout the
province – from Missinipe down to Regina. They experienced fishing and
float planes in the boreal forest of Saskatchewan, the Auto Clearing Motor
Speedway in Saskatoon, horseback riding in the rolling hills around Lake
Diefenbaker and ended at the RCMP Depot Division barracks, where they
The FAM also included horseback riding near Lake Diefenbaker.
participated in a bootcamp. For all of the participants, this was their first
trip to Canada, and the feedback from them about their Saskatchewan
experience has been fantastic.
Shortly after the UK media hopped on a plane home, Tourism
Saskatchewan welcomed Jihyun Jung from South Korea. After the success
of last year’s CTC Korea’s Online Influencer program, in which
Saskatchewan received great online exposure and landed on the cover of
South Korean travel magazine Travie, Tourism Saskatchewan continued
with the CTC-led initiative. The blogger, who has a large online following
in South Korea, joined Tourism Saskatchewan’s Online Marketing team on
a trek through southwest Saskatchewan, taking in the badlands of
Grasslands National Park, Eastend and Cypress Hills before returning to the
Queen City.
Topping off the summer, Tourism Saskatchewan’s GoMedia Canada
Marketplace Pre-tour hosted media from Canada.com, Westworld and an
editor for Food and Travel Mexico. They discovered the culinary landscape
of Saskatoon and searched for Plains bison on horseback in Prince Albert
National Park. Following the FAM, they travelled to Winnipeg with Tourism
Saskatchewan’s Travel Media team for the GoMedia Canada Marketplace,
South Korean travel blogger Jihyun Jung experienced ziplining at Cypress Hills
Eco-Adventures with Tourism Saskatchewan’s Online Marketing team and the
Saskatchewanderer Caitlin Taylor.
where selected media from across the globe came to learn about the best
travel opportunities Canada has to offer. Over the course of the
conference, Tourism Saskatchewan met with more than 50 media
representatives, as well as industry professionals from across Canada.
TRAVEL TRADE
Canada’s premier annual international tourism industry marketplace,
Rendez-vous Canada, was held in Vancouver this year. Tourism
Saskatchewan’s Travel Trade team and six industry partners were in
attendance. Partners in attendance included Canada Nature Escapes Cooperative, Elk Ridge Resort, Tourism Regina, Tourism Saskatoon, RCMP
Heritage Centre and Waskesiu & Area Wilderness Region. The quality of
appointments and genuine interest in Saskatchewan was encouraging.
Tour operators are starting to look at destinations outside of the usual
Canadian icons and potential visitors are interested in exploring areas that
are new and different to the traditional hotspots, which positions
Saskatchewan advantageously. The increase in the number of scheduled
appointments was further reassuring. Tourism Saskatchewan held 112
appointments, an increase of 24 per cent over last year.
Tourism Saskatchewan’s Travel Media team led a FAM to Elk Ridge Resort in northern
Saskatchewan in August.
To complement its marketplace presence, Tourism Saskatchewan hosted a
Buyer Dinner, and was very pleased to have 18 key contacts from Canada,
Germany, Switzerland and the United States in attendance. Tourism
Saskatchewan staff and industry partners mixed and mingled with guests
allowing for a full evening of conversation, information sharing and
relationship building. Preliminary results from this evening are favourable
and Tourism Saskatchewan looks forward to building on this event at next
year’s Rendez-vous Canada in Niagara Falls.
Following Rendez-vous Canada, the Travel Trade team hosted a five-day
FAM trip for Michaela Arnold, Tourism Saskatchewan’s German sales
representative, and one of the organization’s key German accounts,
CANUSA Touristik. Anngret Rossol, Product Manager at CANUSA Touristik,
experienced Saskatchewan for the first time and enjoyed becoming
familiar with product the company currently sells, as well as new product
they could potentially list in the future. The FAM group visited Saskatoon,
Waskesiu & Area Wilderness Region, Spiritwood, Battlefords Provincial Park
and North Battleford and area.
As the United Kingdom is a developmental market for Tourism
Saskatchewan, several travel trade initiatives were undertaken over
the summer to continue building the framework for future growth.
The initiatives, in cooperation with the CTC, included two tour
operator FAM trips and participation in a social media and inmarket promotion with influential UK-based tour operator, Black
Tomato. A photographer and blogger for Black Tomato discovered
their inner cowboy at La Reata Ranch on their visit to
Saskatchewan from September 12-13, part of the cross-country
Canada Moments campaign celebrating quintessential Canadian
experiences.
Six UK tour operator representatives were guest on two FAMs,
offered from July 9-16 and August 21-28. Participating tour
companies included Experience Holidays, Complete North
America, North America Travel Service, Audley Travel, Ranch Rider
and The Independent Traveler. Ambitious itineraries were
developed along the theme of Discovering Natural Treasures and
National Icons, and focused on opportunities to highlight
Saskatchewan’s Canadian Signature Experiences (CSE) collection
members and products with a good market fit for UK travellers.
Numerous operators, attractions and accommodations in the
Waskesiu & Area Wilderness Region, Cypress Hills Destination Area,
Saskatoon, Moose Jaw and Regina areas were visited. From bear
and bison sightings in Prince Albert National Park to spectacular
sunsets atop Lookout Point in the Cypress Hills, and a visit to the
home of a national icon, the RCMP, the tour operators left with
hearts warmed by Saskatchewan hospitality. They also took home
new tour ideas for their clients and cherished memories of
adventures experienced on the road, on horseback, on the water
and even flying through the treetops.
Top left to right: Michaela Arnold and Anngret Rossol visited Fort Battleford National Historic
Site during a FAM following Rendez-vouz Canada; tour operators from the United Kingdom
visited RCMP Depot Division in Regina during a FAM in July. Bottom right: A second group of
UK tour operators visited Saskatchewan in August and went horseback riding at Sturgeon
River Ranch.
Saskatchewan celebrates Canada
in Prince Edward Island
Tourism Saskatchewan and partners helped Canadians celebrate the creation of our nation at
the PEI 2014 Celebration Zone, a free 70-day cultural festival. This year marks the 150th
anniversary of the 1864 Charlottetown Conference, which led to the creation of Canada.
A barrage of Saskatchewan visual and musical artists were featured as part of Saskatchewan
Week, which was held from August 18-24. The Saskatchewan Science Centre joined Tourism
Saskatchewan in the Canada Pavilion as a part of the Celebration Zone. The green screen
photo booth was wildly popular and almost 1,300 people walked away from the Tourism
Saskatchewan booth with their very own Saskatchewan button featuring themselves in an
iconic Saskatchewan location. There was plenty of buzz about Tourism Saskatchewan’s
presence and it was featured throughout the week in publications, social media and on local
radio stations.
Around the Province
Saskatchewan tourism businesses named as
finalists for the 2014 Canadian Tourism Awards
Left to right: Cypress Hills Eco-Adventures Ltd. was named as a finalist for the Canadian Tourism Awards, which will be awarded in Ottawa on November 26; Rose-Marie Carey,
a long-time employee with Parks Canada at Batoche National Historic Site was also named as a finalist on September 10.
Saskatchewan’s tourism industry has, once
again, been recognized nationally with the
Tourism Industry Association of Canada (TIAC)’s
announcement of finalists for the Canadian
Tourism Awards. Out of 40 finalists from across
the country named in 12 award categories,
Saskatchewan received two nominations.
“Tourism Saskatchewan is delighted to
acknowledge these fine ambassadors for our
province and industry,” Tourism Saskatchewan
Interim CEO Mary Taylor-Ash said. “They
epitomize Saskatchewan hospitality,
demonstrating deep pride of place and a
profound attachment to this province. Their
spirit, work ethic and commitment to service
excellence are qualities that drive the success of
their careers and that have earned them
recognition at the national level. Heartiest
congratulations are extended to these
representatives of Saskatchewan’s tourism
sector.”
Saskatchewan finalists include:
CYPRESS HILLS ECO-ADVENTURES LTD.
Small- or Medium-sized Business of the Year Award
(Presented by Hilton Worldwide)
At Cypress Hills Eco-Adventures Ltd.,
professional guides offer a thrilling interpretive
experience as guests soar through the air on a
zipline over the lodgepole pine forest in Cypress
Hills Interprovincial Park. Open since July 2011,
the attraction also offers a Treetop Adventure
Park, 45-ft. Treetop Drop, climbing wall, slackline
course, and mini-zips for the little ones. Cypress
Hills Eco-Adventures Ltd. enjoyed an
exceptional year of operation in 2013, hosting
more than 17,000 visitors – double the previous
year’s total. With a focus on providing an
unmatched experience that is educational,
exhilarating and safe, business partners Jori Kirk
and Nick Coburn have built an exciting and
popular tourism operation.
zipcypresshills.ca
ROSE-MARIE CAREY (PARKS CANADA)
Tourism Employee of the Year Award (Presented by
Intercontinental Hotels Group)
A Parks Canada employee with Batoche National
Historic Site for 27 years, Rose-Marie Carey has a
passion for her work that is extremely rare. As an
Interpretation Officer, she supervises
interpretive staff and manages scheduling,
service and training. She is responsible for
reception and visitor and student education
programs. Carey goes “over and above” to
ensure that staff and tour groups have the best
possible experience. Her bubbly personality and
unstoppable energy are contagious. She
believes in keeping people engaged when they
are at Batoche, and it shows in the way she
interacts with guests and co-workers. Carey has
a love for Batoche, Métis history and her work
family.
pc.gc.ca
The Canadian Tourism Awards, presented by
Deloitte, HLT Advisory and The Toronto Star,
recognize success, leadership and innovation in
Canada’s tourism industry, and honour those
people, places, organizations and events that
have gone above and beyond to offer superior
visitor experiences to travellers in Canada.
The Canadian Tourism Awards have become the
standard of excellence for businesses and
organizations in the travel industry, showcasing
the nation’s best tourism products, services and
experiences.
The awards will be presented at a gala dinner
ceremony at the Westin Hotel Ottawa in Ottawa
on November 26. Since its inception in 2003,
this gala evening has become a highlight of The
Tourism Congress, TIAC’s annual industry
conference. For a complete list of the 2014
Canadian Tourism Awards finalists, visit
tiac.travel.
Tourism Trends
Emerging travel trends from around the world
In early 2014, the Destination Marketing
Association International (DMAI) conducted a
project called Destination NEXT, which looked at
the major trends and changes influencing both
destination marketing organizations (DMOs) and
the tourism industry in general. The study
included industry members and futurists from
327 DMOs from 37 countries.
This survey identified 20 major trends
impacting the tourism
industry worldwide from
the smallest operators to
the largest organizations.
Consumer trends are
highlighted in bold.
1. Social media’s
prominence in reaching
the travel market (e.g.
Facebook, Twitter,
Pinterest)
2. Mobile platforms and
apps becoming the
primary engagement
platform for travellers
3. Customers
increasingly seeking a
personalized travel
experience
12. Big Data arriving for the tourism industry
13. The brand of a destination becoming a
more important factor in travel decisions to
consumers
14. Governments facing pressure to reduce or
eliminate direct financial subsidies to the
tourism sector
20. Economic conditions continuing to be
highly volatile, subject to global and regional
shocks
While these quickly emerging trends may
appear overwhelming to the average small
business owner or community organization,
there are ways to mitigate them. Each business
or organization must focus on its customers and
their expectations. Are your visitors tech-savvy
and likely to be quick
adopters of these
emerging trends? If your
answer is yes, then you
will need to plan on
ways to meet their
demands for easily
accessible, personalized,
cross-device
information and
opportunities to buy.
On the other hand, your
client base is an older,
less technological
group, you can take
more time to determine
which technologies and
trends are most
important for your
business or community
success.
For example, the July
2014 State of the
American Traveler survey
by Destination Analysts
indicates that while only
2.3 per cent of baby
boomers use Twitter for
travel planning, 21.9 per
5. Travellers demanding
cent of millennials do.
more information,
As well, only 4.2 per
control, interaction and
cent of baby boomers
personalization
downloaded a travel
app compared to 11 per
6. Geo-targeting and
1 Sources: Destination Marketing Association International, prepared by InterVISTAS Consulting Inc.; Destination NEXT A
cent of millennials.
localization becoming
Strategic Road Map for the Next Generation of Global Destination Marketing; Phase 1; July 2014. destinationmarketing.org
Websites are equally
more prevalent
Destination Analysts; The State of the American Traveler; Volume 16, July 2014; milespartnership.com/wpimportant to both
content/uploads/2014/07/State-of-the-American-Traveler-FINAL-Web-version.pdf
groups with 30 per cent
7. Brand identity for
of baby boomers and
destinations becoming
34.7 per cent of
more critical in terms of
millennials using a destination website.
15. Short-stay trips and mini vacations
meeting planner perceptions about value and
Interestingly, traditional items, such as printed
becoming increasingly popular
experience
travel guides (and maps) were also equally
important to all groups with 22 per cent of baby
16. More third-party information providers
8. Customers increasingly looking for a travel
boomers and 19.2 per cent of millennials
aggregating content about destinations
experience that allows them to experience
ordering guides.
locals’ way of life
17. Peer-to-peer buyer influence driving
One of the fastest growing areas of travel
customer purchases
9. Technology enabling faster decisionplanning involves mobile devices with 71.6 per
making by customers, thereby, increasing
cent of millennials and 25.5 per cent of baby
18. Governments dealing with tourism from an
business to a destination
boomers using a mobile phone to plan travel
integrated, multi-departmental perspective,
and 50.1 per cent of millennials and 19.3 per
focused on economic development
10. Consumers becoming increasingly
cent of baby boomers using an iPad or tablet.
comfortable with ordering products online
19. Customers increasingly going directly to
suppliers for goods and services
11. Hotel taxes increasingly vulnerable to
alternative politically-based projects
4. Smart technology (e.g.
phones, bag tags and
cards) creating new
opportunities for
innovative new services
and processes
CHECK OUT UPCOMING OPPORTUNITIES FOR YOUR
BUSINESS – 2014-2015 Opportunities Catalogue
coming soon
The 2014-2015 Opportunities Catalogue is coming soon! This document will
summarize the programs that Tourism Saskatchewan is offering to
industry partners from October 1, 2014 through to December 31, 2015.
There will be a wide spectrum of opportunities available that include trade
shows (marketplaces), various types of advertising, online marketing,
training and education (STEC), cooperative marketing buy-ins, event
sponsorships and other areas, such as quality assurance and industry
development.
Each section of the catalogue details the opportunities available for your
business to partner with Tourism Saskatchewan. Program listing details
include the name, description, cost (if applicable), deadline(s), and contact
information for the associated Tourism Saskatchewan representative. There
is a handy index at the back of the document that lists all of the
opportunities in alphabetical order.
to be updated on an ongoing basis as programs are changed, added
and/or revised.
Please call or email the contact associated with each program for the most
up-to-date information and/or to indicate your interest in participating in
the opportunity. You are also encouraged to contact your local Tourism
Saskatchewan Field Representative (or city marketing organization) with
any questions that you may have. Visit industrymatters.com for contact
information.
The 2014-2015 Opportunities Catalogue will be available online at
industrymatters.com after September 30. To request a printed copy (after
October 3), contact Patti Peesker, Literature Distribution Coordinator, at
[email protected].
Tourism Saskatchewan looks forward to partnering with your tourism
business and helping you to succeed.
All programs listed in the 2014-2015 Opportunities Catalogue are subject to
change without notice. The online version of the catalogue will continue
DATE SET FOR HOST
SASKATCHEWAN CONFERENCE
The HOST Saskatchewan Conference will be held
on April 16-17, 2015 in Saskatoon at the
Radisson Hotel Saskatoon.
The conference will coincide with the 26th
annual Saskatchewan Tourism Awards of
Excellence Gala on April 16. This premiere event
will also take place at the Radisson Hotel
Saskatoon.
Based on industry feedback following the 2013
HOST Saskatchewan Conference, Tourism
Saskatchewan chose to hold one combined
event.
The seventh annual conference will feature two
informative days of workshops and networking
opportunities. Industry experts will deliver
exciting concurrent sessions and keynote
addresses at the conference.
Watch for more information on this Tourism
Saskatchewan event in the coming months.
South Saskatchewan River, Saskatoon
Protect your tourism business from scams
Tourism Saskatchewan reminds all tourism
operators, organizations and stakeholders to be
mindful of fraudulent activities and scams that
can target any kind of business, along with
those that are specifically targeted to the
tourism industry.
Each year, a number of questionable activities
are brought to Tourism Saskatchewan’s attention
by Saskatchewan tourism businesses that have
been approached by individuals or companies
claiming to offer services. In some instances,
there are demands for information or payment
for services that were never received.
Most recently, several operators reported being
targeted by individuals “warning” of the threat of
negative online customer reviews and offering
services to prevent these damaging comments
from being posted on the internet.
As always, exercise caution when contacted by
anyone whose approach seems forceful or
threatening. Business owners are advised to
report suspicious activities to the Canadian
Anti-Fraud Centre at 1-888-495-8501 or
antifraudcentre.ca.
For more information on the variety of frauds
and scams that exist and how to protect
yourself and your business, refer to the
resources below:
• Canadian Anti-Fraud Centre
antifraudcentre-centreantifraude.ca
• Visa Merchant Risk Management
usa.visa.com/merchants/risk_management/card
_not_present.html
• Global Visa Card-Not-Present Merchant
Guide to Greater Fraud Control
usa.visa.com/download/merchants/global-visacard-not-present-merchant-guide-to-greaterfraud-control.pdf
STEC News
Hotel General Manager
loves excitement of tourism
and hospitality work
Natalie Cherry
At the Tourism
Professional
Recognition
Dinners in June,
Tourism
Saskatchewan
celebrated the
achievement of
three hotel
general
managers who
earned their
Certified Hotel
General
Manager (CHGM) designations. This
emerit credential was introduced one
year ago.
Among the three managers feted in
June is Natalie Cherry, General
Manager of Sleep Inn Emerald Park,
just east of Regina.
Cherry developed an early
fascination for hotel and hospitality
work. “I travelled a lot as a child,
staying in hotels,” she said. “I loved
the atmosphere! I liked the idea of
hotels. I’ve stayed at a wide variety of
hotels.”
Cherry completed her diploma in
Hotel and Restaurant Management
at the Southern Alberta Institute of
Technology before completing a
degree in Hotel and Resort
Management at the University of
Calgary. While in school, she found
time to hold down jobs in three
hotels and in the university’s
catering department.
For nine years, she has worked as a
hotel general manager, leading the
management teams at properties in
Alberta and Saskatchewan before
taking on her role at Sleep Inn last
year.
Along the way, her efforts won
awards. In 2011, she was named
Days Inn – Canada General Manager
of the Year and her property was
recognized as Days Inn Canadian
Property of the Year, an achievement
for which she received a Chairman’s
Award for Quality.
She loves the challenges that come
with building a successful operation.
“The biggest challenge in this
industry is finding and keeping the
right people to work for you, but it’s
also an opportunity,” Cherry said.
“The labour market is tight, but it’s
also the biggest joy finding the right
person and building a great team.”
She says that one of the best ways
that she has been able to address
that challenge is through programs
offered by the Saskatchewan
Tourism Education Council. There is a
big gap in the skills and education of
people entering the industry, she
says.
But once you know your way around
the industry, the work is exciting.
“That’s what I really love about
tourism,” Cherry said. “There are so
many skills, so much variety. There’s
no way you can get bored.”
The next edition of Going Places will
profile the other two general
managers, who work for two D3H
properties – Jesse Tiefenbach at Home
Inn & Suites Yorkton and Marcie Bloder
at Day’s Inn Regina Airport West.
Youth internships surge in
food services businesses
Eight summer youth interns and seven Saskatoon restaurants were
recognized at a Saskatoon Industry-Education Council (SIEC)
celebration luncheon at Marion Graham Collegiate on August 13,
closing out another successful season for the Summer Youth Internship
Program.
Moxie’s Grill & Bar, back for its third consecutive year in the program,
and East Side Mario’s, in its second year, were joined by CUT Casual
Steak and Tap, Earth Bound Bakery and Delicatessen, Montana’s
Cookhouse, Prairie Ink Restaurant & Bakery, and The Keg Steakhouse &
Bar to provide high school students with a rewarding and informative
summer internship work experience.
Historically, construction trades take most of the approximately 80
students that participate each year; however, for the past five years,
there has been growing interest among restaurants and students to
train future cooks.
The Summer Youth Internship Program gives youth the opportunity to
have hands-on experience in trades, so that they can investigate the
career paths open to them.
The program gives employers a chance to see how the students can fit
into their businesses and evaluate whether to indenture them as
apprentices.
The internship program ensures that students get relevant experience,
evaluations, specialized training and job coaching. The Saskatchewan
Tourism Education Council is represented on the SIEC Board of
Directors and informs tourism employers about internship
opportunities.
Outstanding deal on
Susan Sweeney marketing
webinars and webcasts
The Saskatchewan Tourism Education Council (STEC) has partnered
with best-selling author, internet marketing specialist and professional
internet marketing speaker Susan Sweeney to bring Saskatchewan’s
tourism operators some of the most informative web-based seminars
available.
A one-time purchase of $50 lets you sign up for live tourism marketing
webinars every Thursday and access more than 100 recorded tourism
marketing courses on Sweeney’s website, eLearningU.com. This offer is
available through August 31, 2015. That is nearly a full year of access for
the price of a single webinar.
Watch for details or visit store.industrymatters.com in early October or
contact STEC for more information. In the meantime, take a look at all
of the webinars available at eLearningU.com.
SINP Hospitality Sector Pilot Project helps
Saskatchewan employers hire foreign workers
The Saskatchewan Immigrant Nominee Program (SINP) is an economic
immigration program that is administered by the Government of
Saskatchewan, in partnership with Citizenship and Immigration Canada.
The SINP allows Saskatchewan employers to support the permanent
residency applications of foreign workers by virtue of a permanent, fulltime offer of employment consistent with the criteria of either the
International Skilled Worker or Saskatchewan Experience application
categories.
The Hospitality Sector Pilot Project allows employers to support the
nomination of temporary foreign workers employed in the following
hospitality sector occupations: food/beverage server, food counter
attendant/kitchen helper or housekeeping/cleaning staff.
For more information on hiring foreign workers, contact Saskatchewan
Immigration Services at 306-798-7467, Option 4.
CAITLIN TAYLOR FIRST SASKATCHEWANDERER
TO VISIT ATHABASCA SAND DUNES
Submitted by the Ministry of Parks, Culture and Sport
Saskatchewanderer Caitlin Taylor will go down
in history – well, Wanderer history, at least.
In addition to being the first person to snag the
inaugural year-long, expanded
Saskatchewanderer position, she is the first
Wanderer to travel outside of the province of
Saskatchewan for a story and also the first
Wanderer to visit the Athabasca Sand Dunes,
the world’s most northerly sand dunes.
“Caitlin Taylor is breaking new ground as the
2014 Saskatchewanderer,” Minister of Parks,
Culture and Sport Mark Docherty said. “She is
doing a wonderful job representing
Saskatchewan wherever she goes. Her blogs are
always entertaining and informative. I can’t wait
to see what adventures she embarks on in the
fall.”
An expanded program means additional
partners – the Ministries of Agriculture,
Economy and Tourism Saskatchewan – as well as
a new goal: to show people what makes
Saskatchewan one of the best places in the
world to live, work and play. With this enhanced
mandate in mind, Taylor has wandered into a
couple of brand-new experiences.
In June, she flew to Toronto for the National
Skills Canada Competition, a contest that sees
Canadian trade students – everyone from hair
stylists to carpenters – fly across the country to
test their skills against others in their field.
Taylor followed Saskatchewan hair stylist Kaylyn
Mack to the competition. Mack, a coach at the
2014 national competition, is a past provincial
and national champion in her trade. She even
competed at the World Skills Competition in
2011 as a member of Team Canada. Today, she
works as a hair stylist in Moosomin.
When Taylor was not attending the Skills Canada
Competition, she wandered through Toronto’s
Saskatchewanderer Caitlin Taylor visited the Athabasca Sand Dunes in August.
downtown streets, mic in hand, to test
Torontonians’ knowledge of Saskatchewan and
teach them about everything Saskatchewan has
to offer. The result? Taylor’s most humorous,
popular video to date. Her “Talking with
Torontonians” video has been viewed nearly
4,300 times and was shared from the
Saskatchewanderer page 135 times.
In August, Taylor made Saskatchewanderer
history, once again. With help from Ric Driediger
of Churchill River Canoe Outfitters, she visited
the Athabasca Sand Dunes. Together, they flew
from Saskatoon to Uranium City and then
boated across Lake Athabasca to reach the
dunes.
“I felt honoured to be able to visit the Athabasca
Sand Dunes,” Taylor said. “It’s a place I’ve always
wanted to experience and, this year, I finally did
it. I couldn’t be happier.”
At the end of August, Taylor ventured outside of
the province again for a conference in Prince
Edward Island – an event for talented, young
Canadians to gather, discuss and share ideas
about what is next for Canada. The goal was for
the group to create a document outlining the
best possible future for the nation.
Follow Taylor’s journey on Facebook
(facebook.com/skwanderer), Twitter
(@SkWanderer) and Instagram
(Instagram.com/saskatchewanderer).
Additionally, fans can visit her blog online at
saskatchewanderer.ca and video lovers can
watch her YouTube channel (Sask Wanderer).
“I can’t wait to see what the rest of the year
brings,” Taylor said. “I’ve planned so much, but if
anyone has any ideas about who I should meet
or what I should see next, I encourage them to
contact me on Facebook or Twitter.”
Her video showcases the stark beauty of the
sand dunes – the unique plant life and
constantly shifting sand, the clear river that runs
through the dunes and the ever-present breeze.
SUMMER FUN DOES NOT HAVE TO END IN AUGUST
Submitted by the Ministry of Parks, Culture and Sport
Many people think that camping and summer go hand in hand. Though
long summer days at the campground are wonderful, fall camping is an
experience not to be missed.
peaceful vacation, where we can unwind. Watching the leaves change
colour is one of the best things about being in the parks in the fall.”
Most Saskatchewan Provincial Park campgrounds are open well into
September and some stay open until Thanksgiving or later! This is one of
the most beautiful times of year to camp – the campgrounds are quiet, the
days are warm and the changing season offers some of the most
spectacular scenery you could ever imagine.
If you are interested in fall camping, there is no need to reserve your
campsite in advance. Simply check out the SaskParks website for a list of
the fall camping opportunities, at saskparks.net/fallcamping and choose
the park that you would like to visit. When you arrive, you can use the selfregistration station to book your site. The sites at this time of the year are
all first-come, first-served, so arriving early is recommended.
Corinne Seiferling, her husband and their young son are avid campers and
plan to enjoy Saskatchewan’s provincial parks at least twice this fall. “Our
family’s favourite time of the year to camp is the fall,” Seiferling said.
“Summer can be very busy. Fall camping allows us to get away for a truly
Once you have settled into your site, make yourself at home in the park.
Go for a hike, watch for wildlife, head down to the lake, or simply sit by the
fire and relax. Visit saskparks.net to learn more about fall camping
opportunities.
Interactive Insights
Travelling the province to collect social media content
Left to right: Conglomerate Cliffs at Cypress Hills Interprovincial Park; Qu’Appelle Valley; Grasslands National Park.
An important part of selling Saskatchewan is online promotion. One way
Tourism Saskatchewan promotes Saskatchewan online is through its social
media channels. It is not only a great way to showcase the province’s
beauty, but it is also a great way to get people talking about and sharing
their personal experiences.
Tourism Saskatchewan’s Online Marketing team takes to the road to
collect fresh content. Throughout the year, the team visits various
locations to take photos and shoot video. Upon returning from these trips,
this content is used for stories in Tourism Saskatchewan’s monthly online
newsletter, SaskSecrets, as well as to share on Facebook, Twitter, Tumblr,
Instagram, YouTube and Pinterest.
At the end of July, the team travelled around the southwest, joined by a
blogger from South Korea and the Saskatchewanderer. Some highlights
from that area included: the East and West Blocks of Grasslands National
Park, Harvest Eatery & Fresh Market in Shaunavon, T.rex Discovery Centre
in Eastend, Cypress Hills Interprovincial Park, Cypress Hills Eco-Adventures,
Cypress Hills Vineyard & Winery, Maple Creek and the Conglomerate Cliffs.
The team is always looking for more great places to discover. Share your
ideas of locations to visit with Tourism Saskatchewan’s Online Marketing
Specialists Carla Young at [email protected] and Alex
Cunningham at [email protected]. Follow the
team’s adventures on Tourism Saskatchewan’s social media channels.
This June, the team visited Saskatchewan’s south, exploring Roche Percee,
Cannington Manor Provincial Historic Park, Moose Mountain Provincial
Park, Kipling and the Qu’Appelle Valley.
ONLINE MARKETING TRENDS IN TOURISM
Using Happy Customers to Help
Build Your Business
Word of mouth has always been a key driver of
successful tourism destinations or businesses. If
someone you know or trust tells you that they had great
service or a great time or amazing value, you are more
likely to check that place or business out.
What has changed is the way that word of mouth gets
around. Via social media, it goes a lot further and a lot
faster than ever before. So, why not let your happy
customers do some of your marketing for you?
Use search on Facebook, Twitter or Instagram to seek our
images of or comments about positive experiences at
your business or destination. Not only can you then
engage that customer in order to help build an ongoing
relationship, but you can use that content to help
promote your own business.
You can embed positive posts into your website,
providing third-party content to display alongside and
reinforce your marketing message. If you have a business
account, make a post with a link to the customer’s post,
which other potential customers can then see and
maybe even share.
Even if you are not active on social media, try to get
quotes or testimonials from satisfied customers (along
with a photo!) and post those to your website. Potential
customers want to hear your marketing messages, but
they also want to hear what other people have to say
about you.
Here & There
• Founded by four local partners, Rebellion
Brewing will concentrate almost exclusively on
providing beer to the Regina marketplace,
offering its five core brands – a blond ale, an
amber ale, a Belgian witbier, an oatmeal stout
and an IPA – at local bars, as well as in its own
retail store and taproom. To emphasize the
importance of freshness, these brands will be
available only in kegs and growlers, with
bottles being reserved for specialty releases,
such as meads, barrel-aged beers and sour ales.
Rebellion’s beer will also be vegan, and they
plan to offer a gluten-free mead.
• This August, Angela Moore, Director
of Media for Tourism Saskatoon,
received the Canadian Tourism
Commission’s GoMedia GoGetter
Award for PR Excellence at the 2014
GoMedia Canada Marketplace in
Winnipeg. The GoMedia GoGetter
Award for PR Excellence recognizes
public relations professionals who go
above and beyond to support a
visiting journalist and assist in the
development of a Canadian travel
story. Public relations professionals
are nominated by journalists and
industry representatives. For more
information on upcoming GoMedia
Canada Marketplace events and the
CTC, visit canada.travel.
• A new craft brewery is coming to Regina in fall
2014. The Rebellion Brewing Company Co.,
located near the corner of Dewdney Avenue
and Broad Street, will be a taproom instead of a
traditional brewpub. Unlike bars and pubs, a
taproom does not offer a full-service bar but
sells non-alcoholic beverages and a limited
food menu on top of their own brewed beer.
• Saskatchewan residents were treated to a visit
from royalty. Prince Edward, Earl of Wessex,
visited the province from September 17-19.
The youngest son of the Queen made stops
in Moose Jaw, Regina, Saskatoon and
Swift Current. It was his fifth visit to
Saskatchewan and his 37th to Canada. Prince
Edward first toured the province in 1978 with
his parents and made individual visits in 1994,
2003 and 2006.
• Culinary tourism is quickly becoming a popular
option among travellers in North America, and
Taste-It Food Tours is the first company to take
advantage of the trend. The company, which
currently offers culinary tours in Regina and
Moose Jaw, plan to expand to Saskatoon in
2015, as well as a possible expansion into
Maple Creek. Taste-It Food Tours combines a
walking tour of foodie spots combined with
local history. At each stop, customers are
treated to a restaurant’s signature dish. The
Moose Jaw tour includes culinary luminaries,
such as Grant Hall Dining Room & Lounge, Oliv
Tasting Room and the Cordova Bistro. Founder
Patti Rodgers started the business, the first of
its kind in the province, after trying similar
culinary tours in Arizona. For more information,
visit tasteitfoodtours.ca.
• Regina is one of the top 20 Canadian cities for
international travellers, along with Toronto,
Montreal and Niagara Falls, according to a
report released in September by hotels.com.
Regina moved up three spots to be listed
number 20, right behind Niagara-on-the-Lake
at number 19. Regina is the only Saskatchewan
city to be listed in the top 20 for international
travellers. Regina has a solid reputation for
hosting major events and festivals, including
the 2013 JUNOs and 101st Grey Cup Festival,
along with regular events like Canadian
Western Agribition, Canada’s Farm Progress
Show and the Regina Folk Festival. In the past
year, Regina also received significant coverage
in international publications as a great place to
visit. For more information, visit hotels.com.
Wascana Centre, Regina
• Approximately $850,000 will be invested in a
new campground development and upgrades
to the sewage lagoon at Buffalo Pound
Provincial Park by the opening of the 2015
camping season. A new full-service
campground development will be offered in
Buffalo Pound Provincial Park. Valley
Campground, previously a collection of nonserviced campsites, has been undergoing
extensive upgrades. The sewage lagoon in the
park will also receive upgrades this year. KMS
Contracting Ltd. from Tuxford has been
selected to carry out the general contract
portion of the project. The contract will include
major earthwork construction, installation of a
synthetic liner and related structures and site
work. Improvements to wastewater
conveyance systems will also be among the
improvements. The lagoon warrants upgrading
in order to meet current environmental
standards and requirements of the Water
Security Agency. For more information on
Saskatchewan provincial parks, visit
saskparks.net.
• The Saskatchewan Baseball Hall of Fame and
Museum celebrated its 30th annual induction
with an extra splash this year. On the morning
of August 16, the Hall of Fame unveiled a 15.2
metre-long bat — the biggest baseball bat in
the country. The bat eclipses the former
record-holding bat in Edmonton by about onethird of a metre. It weighs approximately 900
kilograms. The record-breaking project was
started nearly two years ago by a Saskatoon
company, Progressive Yard Works. The
Saskatchewan Baseball Hall of Fame is open
throughout the year from 9 a.m. to 4 p.m. on
weekdays. It houses memorabilia, including
uniforms, photographs, equipment, trophies,
bats, balls and more. The Hall of Fame is
located in Battleford’s Alex Dillabough Centre.
Mark Your Calendar
MAJOR EVENTS
Saskatoon Farmers’ Market
Year-round........................................................................Saskatoon
RCMP Sergeant Major’s Parade
January 6-December 19, 2014.........................................Regina
Government House Historical Society Victorian Teas
March 1-December 7, 2014...............................................Regina
Regina Farmer’s Market
March 1-December 20, 2014 ............................................Regina
Southern Prairie Railway – Various Events
May 11-October 19, 2014 .................................................Ogema
Nipawin Great Northern Pike Festival
June 15-September 30, 2014.................Nipawin/Tobin Lake
Regina Symphony Orchestra
September 13, 2014-May 9, 2015...................................Regina
Persephone Theatre
September 17, 2014-May 17, 2015 .........................Saskatoon
Saskatoon Symphony Orchestra
September 21, 2014-May 23, 2015 .........................Saskatoon
Globe Theatre
October 1, 2014-June 7, 2015 ..........................................Regina
Government House Bump in the Night Halloween Party
October 30, 2014 ..................................................................Regina
Nipawin Vanity Cup
October 4-5, 2014..............................................................Nipawin
Saskatchewan Tourism Awards of Excellence Gala
April 16, 2015............Radisson Hotel Saskatoon, Saskatoon
Assiniboia Mistletoe Art and Craft Sale
November 7-8, 2014 .....................................................Assiniboia
TRADESHOWS/MARKETPLACES/FAMS
OTHER:
World Routes
September 20-23, 2014..............................................Chicago, IL
Wintergreen
November 14-16, 2014 .......................................................Regina
BHP Billiton Enchanted Forest Holiday Light Tour
November 22, 2014-January 10, 2015 ...................Saskatoon
Saskatoon City Hospital Festival of Trees
November 23-29, 2014 ................................................Saskatoon
Canadian Western Agribition
November 24-29, 2014 .......................................................Regina
TRAVEL TRADE:
Ontario Motor Coach Association (OMCA) Conference &
Marketplace
November 8-12, 2014................................................Ottawa, ON
Canadian Cowboys’ Association Finals Rodeo
November 25-29, 2014 .......................................................Regina
CONSUMER SHOWS:
Edmonton Snowmobile Show
October 17-19, 2014 ............................................Edmonton, AB
Carlyle’s Dickens Village Festival
December 5-6, 2014 ............................................................Carlyle
Saskatchewan Snowmobile Show
November 7-9, 2014.....................................................Saskatoon
Sundog Arts & Entertainment Faire
December 5-7, 2014 .....................................................Saskatoon
STEC PROGRAMS/WORKSHOPS
Employer of Choice 2015 Registration Deadline
November 30, 2014...............................................Province-wide
Government House Old-Fashioned Victorian Christmas
December 13, 2014..............................................................Regina
INDUSTRY EVENTS
HOST Saskatchewan Conference
April 16-17, 2015......Radisson Hotel Saskatoon, Saskatoon
Tobin Lake
Return Undeliverable Canadian Addresses
to:
TOURISM SASKATCHEWAN
189 - 1621 Albert Street
Regina, Saskatchewan, Canada
S4P 2S5
E-mail: [email protected]
Saskatchewan Outfitters Association (SOA) Annual
Convention
December 11, 2014.......................................................Saskatoon
Internet site: TourismSaskatchewan.com
1-877-2ESCAPE (237-2273)
Facilitator Skills Development Workshop
October 28-30, 2014.....................................................Saskatoon
Service Best Teacher In-Service Workshop
October 4, 2014...................................................................Yorkton

Summer 2014 - Tourism Saskatchewan

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