TOURISM SARNIA-LAMBTON ANNUAL TOURISM REPORT

2009 YEAR IN REVIEW
Chair’s Report
It is with a tremendous sense of pride
that we present the first ever Annual
report for Tourism Sarnia-Lambton.
The year 2009 began a slower than
expected recovery from the economic
downturn with the numbers showing
that all areas of Ontario experienced
declines in visitation. However, the
county of Sarnia-Lambton continued
to be very optimistic. We continued
to focus on identified challenges and
opportunities, and we overcame
unexpected circumstances.
The year presented itself with many
accomplishments.
The” Blue Flag Marina” award was
given to the Grand Bend and Port
Franks Marinas, the first Blue Flag
awards given out in North America.
Staff dedication to the annual
“Communities in Bloom” resulted in
Sarnia-Lambton’s 1st “5 Bloom” award.
A National award, which lead to the
Provincial awards Conference in
September 2010. Our new Ceilidh
“Out East Event” held in Camlachie
was a new sold out event to 350 people
that was supported by TSL staff. This
was for the St. Clair Child and Youth.
Starbright Summer Festival reached out
to yet another group of individuals
looking to stay and play in their own
back yard and what a fabulous venue it
was.
Bayfest, another very successful year
that brought thousands of visitors to
the area. Bayfest won several awards
across Canada including Best
Business/Event of the year. The list goes
on and on with over 600 events held in
Sarnia-Lambton in 2009/2010, many of
them being successful first–time events.
So, where do we go from here. As you
are already aware, Ontario is paving the
way for a stronger, more competitive
tourism industry by introducing and
supporting tourism through 13 regions
developed by the R.T.O. (Regional
Tourism Organization). Through this
organization we will be able to grow
stronger partnerships, develop new
products and invest in new attractions.
This aligns directly with our new
strategy and destination marketing
initiatives. The ongoing commitment of
the staff at TSL along with the Board of
Directors, looks to the future of SarniaLambton very positively. SarniaLambton is a Premier-ranked tourism
destination in regards to its core
attractions, accessibility and
accommodations. With the staff and
board of directors, along with the
development of the RTO, the
possibilities are endless.
The key to our success will be creative
thinking when developing our new
products and working together to
enhance our existing ones. We need to
ensure that what we offer to visitors is
appealing and that we continue to
exceed their expectations. This is what
will bring our tourists back time and
time again to our beautiful county!
Dena Kent
Chair, Tourism Sarnia-Lambton
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Executive Summary
With the assistance of several people,
the staff and Board of Tourism Sarnia
Lambton (TSL) is proud to provide
this annual report of tourism
activities in Sarnia Lambton. We
thank those partners and businesses
that responded to our call for
attendance information.
We acknowledge that this report is
not 100% comprehensive, as it reports
the stats of those that replied. It is
our hope that you agree when
finished reading the report that
tourism is a large business, and that
the festivals, events and services
occurring as a result of tourism in our
community significantly contributes
to our economy and quality of life.
Stats Canada reports that $186 million
is spent by visitors in our County.
While USA visitors are 44% of our
visits, the USA visitors spending is
53% of total local spending, or $100
million still. (Ontario visits are 48%
with 45% of dollars.) We have had a
change in our marketing in recent years
to attract more Ontario travelers, but
the US market continues to be a
significant portion of local tourism
business.
People come to Sarnia Lambton to visit
friends and relatives and to participate
in festivals and events and participate in
sports activities. Our accommodation
room occupancy rates are a solid 64%.
The TSL Office responded to over
10,000 phone inquiries distributing
close to 3,000 information mailings and
30,000 welcome packages to area
delegates and event organizers. Latest
website visit statistics demonstrate that
the TSL site had 250,000 visits with over
7 million hits throughout the web
pages. People are investigating what
Sarnia Lambton has to offer.
Local tourism operators and events
report good attendance in 2009. We
have selected a few to show you in this
report- over 129,000 attended local
theatres, and over 31,000 local
museums.
Attendance over 250,000 was reported
by the local events that replied to our
call for information. Award winning
Sarnia Rogers Bayfest led the way with
72,000 guests.
Closing out this report is a selection of
promotional tools used and successes
noted in 2009.
Within our means, resources and staff
services, TSL employs a significant
number of methods to market our
community.
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TSL Staff & Board
STAFF
Leona Allen
Tourism Information Co-ordinator/Office
Administrator
[email protected]
Vicky Praill
Special Events & Group Marketing Co-ordinator
[email protected]
Lesley Woods
E-Marketing Projects Co-ordinator/Webmaster
[email protected]
Beverley Horodyski
Convention/Motorcoach Marketing Co-ordinator
[email protected]
Kathryn White
Call Centre Receptionist
[email protected]
BOARD OF DIRECTORS
Representing:
Accommodations - Chair
Dena Kent, Best Western Guildwood Inn
Attractions/Events - 1st Vice Chair
Chris Bryans, Munro Honey
Gaming - 2nd Vice Chair
Dan Gall, General Manager OLG Casino
Funder Rep. City - Treasurer
Anne-Marie Gillis, City Councillor
Funder Rep. County - Warden
Jim Burns, County of Lambton
Chamber of Commerce
Garry McDonald, S/L Chamber of Commerce
Shopping/Retail
Christina Bregman, G B Chamber of Commerce
Outdoor Recreation
Kenneth Hoare, Indian Hills Golf Club
Culture & Heritage
Dela Horley
Member At Large
Marshall Kern
Member At Large
Mary Prendiville, UWO Research Park
Provincial Parks/Conservation Authorities
Sharon Nethercott, L.C. Henderson CA
Food & Beverage
Geoff Eisenbraun, Holiday Inn Sarnia/Point
Edward
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History Of Tourism Sarnia-Lambton
 On July 5, 2000, the Corporation of the County of Lambton, City of Sarnia,
Village of Point Edward, Sarnia Lambton Chamber of Commerce and the
Council for Economic Renewal entered into an agreement to transform the
Convention and Visitors Bureau into a free-standing tourism services
organization known as Tourism Sarnia-Lambton (TSL).
 The object of TSL, a not for profit corporation, is to provide direction and
leadership to the growth and development of the tourism industry in
Sarnia-Lambton.
 In pursuit of its purpose, funding support for TSL comes from the County of
Lambton, the Sarnia-Lambton Chamber of Commerce and local tourism
industry partners that participate in marketing and promotional material.
 The TSL office is on Christina Street, Sarnia and operations are governed by
a 13 member Board of Directors and 6 staff.
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STRATEGY, DESTINATION MARKETING INITIATIVES,
OPERATIONS
Going forward…
MISSION STATEMENT
 It is the mission of TOURISM SARNIA-LAMBTON to bring more people (visitors) to
our area, get them to stay longer, spend more money and ensure their experience will
bring them back.
VISION STATEMENT
 To foster a spirit of partnerships within Sarnia-Lambton to enhance tourism
through programs, ideas, and initiatives that will grow the tourism industry,
resulting in a greater tax revenue for municipalities within the Sarnia-Lambton
area.
The STRATEGY of Tourism Sarnia-Lambton is:
 To lead and assist tourism partners in development that integrates and generates
economic renewal,
 To establish a unified brand and greater awareness about our home
 To grow sustainable long-term funding to Tourism Sarnia-Lambton and our
destination marketing and management initiatives.
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Going forward…
 STRATEGIC PLAN: OPERATIONS
To monitor the overall effectiveness of this Strategic Plan, the Board of Directors and General
Manager of TSL are developing a set of broad indicators for the performance of our countywide
tourism industry. In summary, the four key performance groups of indicators to be incorporated
are:
1.
Tourism product: The character, attractiveness and satisfaction with local tourism experience,
measured through regular visitor surveys.
2.
Tourism investment: The development of infrastructure/facilities will be measured against targets
and visitor use. Operator surveys will measure confidence-performance-investment.
3.
Tourism demand: Key statistics such as numbers of visitors, average spends, length of stay will
begin to be measured. This includes website and front-office contacts.
4.
Tourism in context: Benchmarking against the overall performance of Lambton is important to
account for impacts that are beyond the control of TSL.
In addition, the operation of Tourism Sarnia-Lambton must demonstrate conformance to the
proper policies and procedures of good management.
 Regular financial reports
 Annual audit information
 Preparations for transition with regard to the Regional Tourism Organization activities.
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STATISTICS
Measures & Markets
 Latest Travel Statistics from Statistics Canada
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Measure & Markets
Source: Statistics Canada, Travel Survey of
Residents of Canada (TSRC) and
International Travel Survey (ITS), 2008
 Stats Can - Latest Travel Statistics In Lambton County
Table 1.2: Person Visits: Place of Residence (Top 10 Places)
Total Visits
Overnight Visits
Same-day Visits
Top 10 Total (000s)
1597
348
1249
Michigan
665
81
584
CD39: Middlesex County
295
86
209
CD30: Waterloo Regional Municipality
148
84
64
New York
106
7
99
CD36: Kent County
103
4
99
CD38: Lambton County
92
11
81
CD37: Essex County
69
25
44
CD40: Huron County
42
4
39
CD 34: Elgin County
41
28
13
CD 32: Oxford County
35
17
17
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Table 1.7: Person Visits: Activity Participations
Activity
Total Visits (000s)
Visit Friends/Relatives
636
Festivals/Fairs
30
Cultural Performances
120
Museums/Art Galleries
39
Zoos/Aquariums
15
Sports Events
50
Shopping
141
Sightseeing
92
Bars/Nightclubs
27
Casinos
90
Theme Parks
13
Nat’l/Prov. Nature Parks
113
Historic Sites
57
Any Outdoor/Sport Activity
446
Boating
103
Golfing
47
Fishing
38
Hunting
4
Downhill Skiing/Snowboarding
1
Source: Statistics Canada, Travel Survey of
Residents of Canada (TSRC) and
International Travel Survey (ITS), 2008
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Table 4.7: Total Tourism-related
Establishments
Source: Statistics Canada, Travel Survey of
Residents of Canada (TSRC) and
International Travel Survey (ITS), 2008
Total
Accommodation
40
Arts, Entertainment & Recreation
94
Food and Beverage
260
Travel Services
11
Retail
566
Other Services
234
Grand Total
1236
Source: PKF Consulting
Hotel Occupancy Rates in Lambton County
Table 2.1: Hotel Occupancy Rates and Revenue per Room (Revpar)
2000
2001
2002
2003
2004
2005
2006
2007
2008
Hotel Occupancy Rate (%)
51
53.6
54.8
50.7
n/a
n/a
n/a
62
63.7
Revenue Per Room (RevPar)($)
40.84
46.77
49.65
47.18
n/a
n/a
n/a
67.75
70.06
Average Daily Room Rate ($)
80.08
87.26
90.6
93.12
n/a
n/a
n/a
109.21
109.97
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 Ontario Travel Centre
Point Edward Location- 2009 Visitor
Statistics
 TSL- 2009 Inquiry Statistics
TSL Front Desk General Tourism Inquires & Website Visits/Hits 2009
2009 POINT EDWARD ONTARIO
TRAVEL CENTRE VISITS
Month
Verbal
Mail Outs
Website (V)
Website (H)
January
1003
40
18241
576808
Walk In’s
56,294
February
682
126
16105
495443
March
1194
209
18443
697146
Motorcoach
3,200 / 80
coaches
April
1008
311
17485
632098
May
858
242
21345
666139
June
1059
456
23915
870858
 Ontario Lottery Gaming
Corporation- Visitor Statistics
July
1095
312
25406
1088359
April 1, 2009 – March 31, 2010
August
949
119
24228
781534
September
828
74
21477
504725
October
748
707
23536
445901
November
503
81
18634
413656
December
601
114
18436
383337
10528
2791
247255
7556004
TOTALS
2009 ONTARIO LOTTERY
GAMING CORPORATION VISITS
OLG Slots at
Hiawatha
576723
OLG Casino
Point Edward
481973
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 Total Visitors to Lambton County
Museums & Theatres in 2009
Organization/Facility
2009 Attendance
MUSEUMS
Lambton Heritage
Museum
12732
Moore Museum
4770
Oil Museum of Canada
4342
Sombra Museum
1505
Stones ‘N Bones Museum
7360
TOTAL
30709
THEATRES
Imperial Theatre
45000
Victoria Playhouse
Petrolia
35000
Huron Country Playhouse
49000
TOTAL
129000
 Over 30,000 Welcome Packages
Distributed in 2009 for events such as:
Event
2009 Delegates
The Little NHL Hockey
Event
3000
Ontario Sailfest
220
HMCS Ville De Quebec
Visit to Sarnia
200
Ontario Midget
Elimination Tournament
240
Huron Lakers Girls
Basketball Tournament
1000
Ontario Truck Driving
Championship
250
Sarnia Silver Stick - Boys
2000
Sarnia Silver Stick - Girls
2000
TOTAL
129000
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 Over 600 events in 2009. Below are some examples & their attendance.
Special Event Attendance
Special Event Attendance
Alvinston Maple Syrup Festival
1000
RONA MS Bike Tour, Grand Bend
Aquafest , Grand Bend
1000
Sarnia Ribfest
Arts & Crafts 2000, Corunna
6000
Sarnia Street Machines – Hot August Nites
5500
Bayfest, Sarnia
72200
Sarnia Street Machines – Hot August Nites Concert
1500
Brigden Fair
37361
Brooke-Alvinston Fall Fair
3000
Sarnia Waterfront Program
4000
Burgerfest, Grand Bend
2000
Sarnia’s Kidfest
10000
Forest Garden Show
650
Grand Bend & Area Studio Tour
1000
Grand Bend Canada Day Fireworks
12000
Grand Bend Farmer’s Market
5000
Grand Bend Winter Carnival
2000
Greekfest, Sarnia
3000
Harley’s By The Beach, Grand Bend
7500
Hobbyfest, Sarnia
5000
IHRA Mopar Canadian Nationals, Grand Bend
25000
Mackinac Breakfast Under the Blue Water Bridges, Point Edward
1500
Pinery Provincial Park Road Race
400
Plympton-Wyoming Fair
2600
Return of the Tundra Swans, Grand Bend Area
5000
1000
30000
Thanksgiving Farmer’s Market, Grand Bend
500
Thunder By The Beach, Grand Bend
10000
Tourism Sarnia-Lambton’s Celebrate Tourism Week BBQ
600
Watford Cornfest
2500
Watford Maple Syrup Festival
1200
Western Ontario Steam Thresher’s Reunion – Forest
2000
TOTAL
262011
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WHAT WE USE TO PROMOTE OUR COMMUNITY…
Sarnia & Lambton County Travel Guide 2009
Tourism Sarnia-Lambton annually produces the Sarnia & Lambton County Travel
Guide. The guide is our signature consumer marketing publication. This
comprehensive resource is designed to showcase our region and offers key travel
information on local attractions, accommodations, dining, heritage sites, special
events/festivals, theatre, art galleries, golfing, campgrounds, trails, boating and parks.
In 2009, the travel guide achieved a print run of 70,000 copies and the accompanying
city/county map 50,000 copies. The 2009 travel guide includes 63 pages of editorial,
coloured images and paid advertisements reflecting a broad range of Sarnia and
Lambton County tourism products and services.
Travel Guide Distribution
• 58% sent to travel
information centres in
Southwestern Ontario,
Greater Toronto Area,
Michigan and as
fulfillment for TSL
customer requests from
outside the region.
• 42% distributed to
delegates attending
conferences, participants
in sports tournaments,
welcome packages for new
residents and all regional
tourism businesses
(accommodation,
campgrounds, attractions,
marinas, etc).
The travel guide’s contents feature editorial on Sarnia/Point Edward, Lambton Shores,
St Clair River District and Central Lambton along with images reflecting each area of
Lambton County. Based on the Blue Water Tourism Evaluation Project for Sarnia
Lambton the guide highlights the four core attractions as well; Gaming, the Blue Water
Experience, Pinery Provincial Park and Attractions Festivals & Events.
Feedback indicates visitors to our region find the Special Events and Things to See &
Do section extremely useful for trip planning. Extensive charts listings are included for
Hotels/Motels, Parks, Marinas & Services, B & Bs, Cottages/Cabins, Camping,
Golf/Driving Ranges and Trails. These charts allow a visitor a quick and simple way to
find information on one page. The Traveller Information & Map page includes all the
basic information commonly asked by visitors.
The travel guide is distributed at various consumer and industry trade shows, included
in 30,000 Welcome Packages for conference/convention delegates and in all Ontario
Travel Information Centres along with direct mail outs from the office.
The complete travel guide and map is on-line at www.tourismsarnialambton.com
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Sports & Recreation Facilities Guide (Hard Copy & Digital)
The Sports & Recreation Facilities Guide, is a 20 page guide with detailed information on
sports & recreation facilities in Sarnia & Lambton County. The Guide contains a wide range of
information including: a list of arenas, curling clubs, playing fields, ball diamonds,
gymnasiums, aquatic facilities, tennis courts, golf courses and much more.
It is a integral tool used to bring new tournaments & events to Sarnia-Lambton and is
distributed to potential clients, such as International, National, Provincial and Regional sport
organizations through a mass mailing and at the annual Canadian Sports Tourism Alliance
Congress in April.
Used when attending: CSTA-Canadian Sport Tourism Alliance Conference (20 appointments),
Sales Calls (over 30 different qualified clients) Michigan/Ontario
Meetings & Convention Facilities (Hard Copy & Digital)
This beautiful full colour, 17 page booklet includes photos and full details on our unique
accommodations with on site meeting facilities as well as additional facilities for meetings or
accommodations.
The booklet also provides a map with transportation and service information as well as
suggestions for delegate and partner activities.
Used when attending: Sales Calls and requests from Meeting Planners and Convention
Organizers
Motorcoach Tour Planner (Hard Copy & Digital)
The Motor Coach Tour Planner targets tour operators by promoting 30+ tourism partners
featuring a specific description/image of business. Ad space is sold and print run is 2,000 with
distribution to Ontario and U.S. tour operators and utilized during sales calls, site visits and
industry trade shows.
Used when attending: OMCA-Ontario Motorcoach Association Marketplace & to promote the
area to Tour Operators and Group Tour Organizers
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Sarnia-Lambton Promotional Display Boards
The 4 panel promotional display boards are used when staff is
attending industry trade shows and marketplaces and loaned
out to other Sarnia-Lambton organization representatives to
attract conference delegates to our community.
Welcome to Sarnia-Lambton Video
Approximately 100 promotional videos are produced annually and used as a sales tool when
attending market places, sales calls and trade shows. The 4 minute video showcases Sarnia &
Lambton County and includes a slide show of various experiences such as Things to See & Do,
Outdoor Recreation, etc.
Self Serve Information Kiosks
A joint partnership with Home Depot and
Tourism Sarnia-Lambton, this project
received complete sponsorship (approx.
$10,000) of 10 kiosks built and installed
throughout Lambton County in the high
traffic areas. Information on these boards
includes a City of Sarnia Map, County of
Lambton Map, chart lists by category of
contact information for our tourism
partners as well as an events list updated
approximately every 2 months.
Restaurant VIP
Card
30,000 VIP Cards
are produced
annually to
provide our
visitors discounts
at participating
restaurants. This
is a full cost
recovery project
with our 8
advertisers.
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Websites & Partner Database
TSL has 9 registered domains including the main domain, www.tourismsarnialambton.com
that we use in association with various projects. The dynamically generated website features
over 1500 pages of partner listings, regional and core attraction editorial, group info, photo
galleries as well as access to maps, publications and more. There is also a link to TSL’s office
online featuring Advertising information, hours of operations, forms, etc. The site also
features banner advertising opportunities and listing enhancements.
The feedback on our website been overwhelmingly positive throughout the years. The site has
been praised for it’s ease of use, simplicity, beautiful images and for how comprehensive it is.
A new online fully customized database has been added to allow our partners access to update
their listings at their convenience and to ensure it’s accuracy.
TSL administration also has access to generate reports, lists, send mass emails with various
partner groups that have been set up. This feature allows us to keep our partners up-to-date
quickly and efficiently.
ADDITIONAL
Promotional Tool List
•Discover Blue Water Country table
cloth (1)
•TSL branded pens, travel mugs, folding
lawn chairs, flashlights. (500 total)
•TSL sales kit folders (400)
•Group Tour Profile Sheet 300 printed
•TSL staff shirts
•TSL staff business cards
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Sample of TSL Advertising in 2009
(Counterclockwise)
•Toronto Globe & Mail
•Starbright Summer Festival Theatre
Program
•Michigan Blue Magazine
•Ming Pao Daily News, Toronto, editorial
•Attractions Ontario, Passport Magazine &
www.attractionsontario.ca
•Ontario Group Travel Planner Website
Banner & Print Publication
•OMCA Conference Delegate Program
•Group Tour Magazine, editorial
•OHL Programs (Guelph, Windsor,
Plymouth & Saginaw)
•The Journal, Des Plaines, Illinois, editorial
Additional not shown:
•Epoch Times Ad
•www.canadacool.com
•www.lscn.net
•Daytripping
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Sample Successes in 2009
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New, professionally designed information inserts
to enhance the 11 Self Serve Tourist information
Kiosks located throughout Lambton County.
Blue Flag awarded to Grand Bend Beach, Grand
Bend Marina & Port Franks Marina – Media
conference (1st designation in North America)
Starbright Summer Festival (funded Globe & Mail
ad & OTMPC website promo)
Rogers Bayfest Received Ontario Tourism Award
(Best Tourism Event of the Year 2009)
CMT/XM Satellite Radio/TSL/Bayfest Contest
(extensive media coverage for TSL and Rogers
Bayfest)
4 year partnership with CMT & Rogers Bayfest –
providing media coverage, web, TV & broadcast
emails
TSL’s 1st ‘Discover Your Own Backyard’ Photo
Contest (235 images submitted)
Held our 1st National Tourism Week BBQ (600
attended)
Little NHL Aboriginal Hockey Tournament first
in Sarnia (2000 booked visitors)
New Waterfront Tourist District Signage Program
Ontario Assoc. Of Police Services Board
Conference Awarded (250 delegates)
Secured Ferry signage from MTO on Hwy 402 &
40 at ferry partner’s request.
Adrenaline Racing Festival (8200 attended)
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Partnerships Are Key
Over the years, Tourism Sarnia-Lambton has concentrated on building strong partnerships with
tourism businesses and other key organizations throughout Sarnia-Lambton. These relationships play
an integral role in working as a team to promote and attract visitors to Sarnia-Lambton. The success we
achieve through partnership demonstrates our commitment and common goals of showcasing Blue
Water Country.
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Ministry of Transportation
Blue Water Bridge Canada
County of Lambton
City of Sarnia
Village of Point Edward
Town of Petrolia
Township of St. Clair
Township of Warwick
Village of Oil Springs
Township of Plympton-Wyoming
Municipality of Lambton Shores
Township of Dawn-Euphemia
Township of Brooke-Alvinston
Township of Enniskillen
Industry Canada
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Partnership with our 1,000+ Tourism Partners we work
with on a daily basis.
Local Media
Ontario TIC Centres
CMT – Country Music Television
Ontario Ministry Of Tourism & Culture
(Summer Experience Student Program)
Home Depot
Sarnia Lambton Chamber of Commerce
Sarnia Lambton Economic Partnership
Sarnia Lambton Business Development
XM Satellite Radio
Local Photographers
And many more…
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