2011 Case Competition: Capilano University (diploma team)
1. Northern BC Parks:
Working with Visitor Information
Centres and Tourism Operators
as Marketing Partners and a
Source of Referrals
Cat Lapointe
Taran De Ronov
Jack Zhong
Monica Cok Tam
Atlin Park and Recreation Area
Tourism Management Diploma Program Photo: BC Parks
2. Where is Northern BC?
Mt. Seymour Provincial Park
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
3. What Parks & Products exist?
Cathedral Grove Provincial Park
Over 100 BC Parks in Northern BC
Main Parks
Activities
Facilities
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
4. What is the special appeal of
visitors? Cathedral Grove Provincial Park
Wildly Unique Experience from the Mainstream
Appeals to mature adventure travellers
Range of activities
Isolation
Wildlife
Diverse Landscape
Established Operators
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
5. What is the current network of
Visitor Information Centres? Cathedral Grove Provincial Park
23 Centres
Clustered in main transportation hubs of:
Prince George
Prince Rupert
Provide information, book accommodations and
tours, promoting approved operators/ companies
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
6. Who are the key marketing
partners that support BC
Parks? Cathedral Grove Provincial Park
BC Ferries Vacations
Lodges
Operators
First Nations
Associations
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
7. What is our vision for
strengthened relationship with
key marketing partners? Cathedral Grove Provincial Park
Visitors Information Centres will act as intermediary
wholesalers for operators within BC Parks
Organizations will offer targeted marketing material to
help promote the range of activities within BC Parks
Tourism Operators will promote and protect the
resources within BC Parks
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
8. Visitor Information Centres
Encourage companies and communities to work with
Visitor Information Centres
Expand operations of the Visitor Information Centres
Service Oriented Architecture (SOA Model)
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
9. Organizations
Marketing Material
Accommodations
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
10. Tourism Operators
Cathedral Grove Provincial Park
Promote and Protect Resources within
BC Parks
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
11. Evaluation
Cathedral Grove Provincial Park
Visitor Information Centre
Organizations
Tourism Operators
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
12. Cathedral Grove Provincial Park
In Closing
Northern BC Parks: Working with Visitor Information Centres and
Tourism Operators as Marketing Partners and a Source of Referrals
Notas del editor
Order + Notes:Declining Visits Provincial DeficitBudget Cuts, the first of which usually affects arts and recreation, including BC ParksStrategic Plan Update – opportunity for exploring other optionsTourism Industry Potential – Coming into Olympic Afterglow, hopefullyHealth Trends – growth of health trends, people taking more interest in their health and wellbeingSustainability Awareness – Growing awareness of sustainability issues and developing solutions
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation