The overall goal of this study is
to prepare a strategy which provides the City of Revelstoke with
clear direction pertaining to the development of the community's
tourism industry for the period 1997 to 2005. The focus on tourism
as an economic development priority reflects recognition of its
growing status as a viable and sustainable industry sector. While
tourism will not address all Revelstoke's employment and economic
development objectives, it can, if properly developed and promoted,
contribute to the overall diversification and stabilization of the
economy.
The report provides a review of
Revelstoke's tourism resources and markets, a strengths and weaknesses
analysis of Revelstoke's tourism assets and liabilities, a vision
statement, a product-market match evaluation, a listing of Revelstoke's
key tourism development, market and marketing opportunities, and
a strategy for tourism development. The strategy recommendations
meet the following criteria:
The strategy is comprised of the
following components, which are organized in terms of priority (Note:
the full report provides an objective, rationale, market trends,
development initiatives, marketing initiatives or activities and
an implementation plan for each component):
Strategy #1:
Establish or Select a Tourism Development Agent/Agency
Establish or select the individual/agency
that would assume responsibility for implementing the recommendations
of the strategy and generally overseeing the development and promotion
of tourism in Revelstoke.
Strategy #2:
Conduct Community Consultation Brainstorming
Involve representatives of the City
of Revelstoke, tourism agencies and tourism businesses in a consultation
session(s) designed to:
Strategy #3:
Initiate a Professional Development Program
Provide front-line tourism staff
and business operators with the training to improve the quality
of service provided to Revelstoke visitors.
Strategy #4:
Package and Promote Winter Activity
Options
Entice visitors to Revelstoke during
the winter season by raising the profile of outdoor activity options
and by developing and effectively promoting outdoor adventure packages.
Strategy #5:
Target the Snowmobiler Market
Raise Revelstoke's profile as a
snowmobiling destination and increase the number of snowmobiler
visitor days by ensuring trail networks remain well marked and groomed,
and by positioning Revelstoke as a snowmobiling destination in community
tourism activities.
Strategy #6:
Package and Promote Summer Activity Options
Increase the number of longer stay
summer visitors in Revelstoke by raising the profile of outdoor
activity options and by developing and effectively promoting outdoor
adventure packages.
Strategy #7:
Improve Penetration of Pass-By Traffic Market
Improve the gravel pull-offs west
and east of Revelstoke so as to better utilize them to entice visitors
travelling via the Trans Canada Highway to turn off the highway
into town.
Strategy #8:
Support Highway Revitalization Efforts
Support the efforts of Revelstoke's
Highway Revitalization Committee regarding the upgrading of the
Revelstoke highway strip and the western and eastern entrances so
as to expedite improvements. This will increase the proportion of
pass-through visitors who turn off the highway into town and improve
travellers' impressions of the community.
Strategy #9:
Profile Revelstoke as a Festivals and Events Destination
Attract visitors to Revelstoke during
the shoulder (off-peak) seasons by hosting a number of well targeted,
high quality festivals and/or events on an annual basis.
Strategy #10:
Community/Tourism Major Project
Enhance Revelstoke's tourism infrastructure
by developing a tourism attraction and/or additional community/public
facilities over the long-term.
The final components of the Strategy
include a summary of the marketing elements of the various components
of the Strategy, an overview of the current community marketing
activities, and a discussion on the opportunities for maximizing
the effectiveness of these activities.
