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Socio-Economic
Montage
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Feasibility of the
Columbia-Kootenay River Interpretive Centre
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Authored by: Ference
Weicker & Company
Commissioned by: Columbia
Kootenay Discovery Society
April 1996
Location of Publication:
BC Hydro Library
"Columbia Basin Trust Collection"
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The purpose of this study was to
assess the feasibility of and to develop an operational plan for
a world class, financially self-sufficient interpretive centre in
Castlegar on the theme of natural, social, economic and cultural
heritage of the Columbia and Kootenay River regions. The study involved
two phases: i) market research; and, ii) assessment of financial
viability of the Centre. If the proposed Centre could be demonstrated
as self-sufficient, an operational business plan would also be developed.
The proposed Columbia Kootenay River
Interpretive Centre (hereinafter referred to as "Centre")
is intended to be a world class interpretive system with the following
general objectives:
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to serve as a major regional
tourist attraction catering to both tourists and local residents;
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to link attractions in the
East and West Kootenays, thereby encouraging both residents
and visitors to explore the region; and,
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to introduce visitors and
residents to the natural, social, economic, industrial and
cultural heritage of the region and the Columbia River Basin. |
The proposed design includes an
orientation and tourist information area, an exhibit area, a theatre
(stage, screen and comfortable seating), an outdoor area (trails,
outdoor exhibits, artifacts, play areas and descriptive signage),
a convention centre, office space, an educational facility, a gift
shop, a cafeteria, an entry vestibule and reception area, and parking
facilities.
The market research phase assessed
the level of demand and target market for the proposed Centre. A
competitive analysis and attendance projections were also carried
out. The two major markets are B.C. residents and tourists from
outside the province who visit the Kootenays and surrounding areas
each year (2.4 million in Kootenay Country in 1993). With the exception
of the Fort Steele Heritage Park near Cranbrook, B.C., there are
no major tourist attractions in the Kootenays of the same scope
and scale. Assuming a low market penetration rate (2.5% of the visitors
to the Kootenays) is achieved, the projected annual attendance at
the proposed Centre would be approximately 60,800. The medium and
high market penetration rates would result in projected annual attendance
of 74,000 and 93,600 respectively.
The proposed Centre is seen as having
three separate, but related goals:
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to clearly define the region
and its rivers and attractions;
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to invite people to learn
more about the region (geological and human history, ecology
and geology) in a way that stimulates curiosity, and encourages
interaction and exploration both in the exhibit and within
the region; and,
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to provide a suitable venue
during the summer to share regional insights with visitors,
and to provide a place for people to come together during
the winter to discuss and coordinate their mutual interests
and aspirations. |
Design elements include: designing
the facility as part of the landscape (ie. invite the outside into
the building and the visitors out into the landscape); designing
the facility to directly reflect the spirit of the people who live
in the region (involvement of artists and craftspeople in the design);
and, choosing a location with an unobstructed view of the Columbia
and Kootenay Rivers.
Conclusions regarding the feasibility
of the proposed Centre are as follows:
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Revenues from admission and
membership fees, special events, the gift shop and cafeteria
are anticipated to cover approximately 81% of the projected
operating expenses once the projected annual attendance of
74,000 visitors is achieved.
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The potential for revenues
from ancillary facilities such as a convention centre, office
space and educational facility and theatre stage do not appear
to be significant.
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Based on projections of attendance,
revenues, expenses and fundraising contributions, the proposed
Centre does not appear to have the potential to be a viable,
self sufficient operation. The conditions under which the
project would be self sufficient are as follows:
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The proposed Centre
is able to attract higher than projected attendance
volumes (at least 90,000 visitors) by the fifth year
of operation. In this instance, the Centre may break
even or show a small profit.
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The labour force is
non-unionized and is complemented with a minimum of
50 volunteers with an average contribution of seven
hours per week.
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An aggressive fundraising
campaign is pursued to secure grants, contributions
and donations.
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Grants are obtained
to cover both the capital costs and projected cumulative
operating deficits in the first five years.
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Revenues from the theatre
through events such as concerts, plays, etc. are sufficient
enough to offset the operating deficits of the proposed
Centre.
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