in pdf format here

Cobourg Tourism Asset Feasibility Study
1
PRESENTATION TO COBOURG MUNICIPAL
COUNCIL
A U G U S T 1 0 TH, 2 0 1 5
Project Objectives
2
 Screen and assess the investment readiness of
tourism sites/properties in the Downtown study
area.
 Identify preliminary development concepts for the
highest potential opportunities – with the overall
goal being to create social and economic
opportunities for Cobourg as a tourism destination.
 The potential sites were identified by the Town.
3
Work Tasks
4
 Inventory tourism assets
 Assess market data & trends
 Identify potential tourism investment opportunities
 Review sites - which have the best potential
 Match the key opportunities with the best sites
 Prepare a preliminary development concept
 Assess economic impacts
 Did not take into account public or Council points of view
 The focus was on potential opportunities and the best
site, not how to use a specific site.
Opportunities for Cobourg
5
Tourism Assets
6
 Cobourg’s USPs (unique selling propositions) – what Cobourg has that
others do not:







Great Beach – close to GTA, close to downtown core
Victoria Park – on the waterfront
Victoria Park Campground – on the beach
Victoria Hall
Waterfront trail and boardwalk
Marina
VIA rail access from Toronto
 Other Assets
 Festivals and events
 Art gallery
 Historic community
 Sports centre and YMCA
 Community theatre and other live performances
 Heritage downtown with shopping and dining
 A few destination accommodation properties
 Location: close to GTA, Northumberland County, Lake Ontario
Overall Goal:
More Business for Downtown from Tourists
7
 To achieve this, Cobourg needs a combination of:
 More visitors overall – in summer, spring, fall & in winter
 More overnight visitors – they stay longer and have more time
to go downtown & spend
 More existing visitors to go downtown & spend
 More day trippers who get out of their cars
 More visitor markets with a greater propensity to spend money
on eating out, shopping, entertainment
To Achieve this – Cobourg needs:
8
 More reasons for people to come to Cobourg:







Festivals and events
More theatre and music
Increased programming and packaging
More activities, e.g. bike and other equipment rental
Other development such as expanded marina
More places to stay – roofed and camping
Quality destination accommodation with excellent dining
 Improved connections from the waterfront to Downtown.
 To attract more & new, higher spending markets – this
requires more marketing.
The Best Potential Opportunities
9
 A list of possible opportunities was prepared.
 A preliminary evaluation concluded that the best
potential opportunities were:



High-end waterfront inn/suites with restaurant, spa, meeting
space
New Campground/Trailer Park
Mini-golf attraction complex
Which Sites Might Work?
10
Factors Considered
11
 Adjacency/proximity to water
 Water views
 Sufficient land
 Conflict with/complementary to adjoining uses
 Proximity/ease of access to downtown
 Overall suitability of location
Site
#7
Site
#5
Site
#3
Site
#4
Site
#2
Site
#1
Site
#8
12
Site
#6
Site Evaluation and Matching with Tourism Investment Opportunities
Waterfront
Inn & Spa
Campground
/Trailer Park
Waterfront
Restaurant
Outdoor
Water Park
Mini-Golf
Attraction
Craft Brewery
(with inn/
restaurant)
Site #1
(West
Beach/
Marina
Parks)
Site #2
(High
School
Track)
Site #3
(Esplanade
Rotary
Park)
Site #4
(Victoria Park
Campground)
Site #5
(Victoria Park
N of Albert)
Site #6
(Victoria
Park S of
Albert)
Site #7
(High
School)
Site #8
(East Pier)

(conflict
with
marina)

(conflict
with
marina)



Space?

X
(not on
waterfront)

X
(not on
waterfront)
X
(No space)

X
X
No space for
expansion
X

X
X
(No space)
X


X

X


(conflict
with
marina)

( if
camping
on this
site)

X
X
X
Not enough
space
X

X
X
(No space)
X
(if
camping
on this
site)

X

X

X
X
(No space)


X
X


13
Conclusions
14
Best investment opportunity to achieve the overall goal:
Boutique waterfront inn/restaurant/spa (+ possibly a craft
brewery):
New reasons to visit Cobourg
 New overnight visitors in town
 Year-round activity

Best site: Existing Victoria Park Campground site
A great location – one of the best in southern Ontario
 On the beach& boardwalk
 Great waterfront views
 Good access from Toronto
 Close to downtown Cobourg
 Sufficient space; serviced site

A Waterfront Inn & Spa for
Cobourg
15
Positioning and Markets
16
 A mini-resort:




Quality facilities & exceptional customer service
Waterfront setting that is easily accessible by auto and train from
downtown Toronto
Great dining and entertainment
Close by – historic downtown Cobourg – shopping, theatre, arts,
culture, entertainment
 A year-round destination for:




Toronto urbanites
Getaways and vacations
Small meetings and weddings, family reunions
Foodies, cyclists, spa goers, cultural tourists, special interest groups
17
18
19
The Concept
20
 Oversize units one & two bedroom suites (35-50+




units in total).
Restaurant & lounge with beachfront decks and
waterfront views.
Meeting and banquet space.
Spa area including plunge pool, sauna, fitness
facilities in an adjoining building surrounded by a
landscaped recreation area.
Possible addition: ‘inn’ residences – apartment
condominiums with access to the services of a luxury
inn.
21
Economic Impacts: Qualitative
22
 Help position Cobourg as an overnight destination
for new markets.
 Bring new visitors to Cobourg throughout the year.
 Create new and expanded markets for Cobourg’s
downtown business and services, cultural &
entertainment events, etc.
 Increase the appeal of Cobourg to new market
segments such as Connected Explorers.
Economic Impacts: Quantitative
23
One time impacts from the construction of the Inn.
Annual impacts from the operation of the inn (36
units):


33 total jobs
$1.5 million annually in labour income
Annual spending by people staying at the Inn on
goods and services in Cobourg


Estimated at $800,000 to $1 million per year
Supporting:
7 jobs
 $330,000 in labour income

Conclusions
24
 The best opportunity to achieve the goal is a
waterfront inn, restaurant and spa.
 The preferred site is the existing Victoria Park
Campground Site.
 The project would create business for downtown and
generate economic activity in Cobourg.
Next Steps
25
 Include Victoria Park Campground as a potential
development site in the Downtown Master Plan,
pending informed public debate.
 Informed public debate on the potential uses for
Victoria Park Campground.
 Council decision on whether or not to proceed with a
Request for Proposal for development of Victoria
Park Campground.