KALYNA COUNTRY TOURISM DEVELOPMENT STRATEGY

Transcription

1 KALYNA COUNTRY TOURISM DEVELOPMENT STRATEGY

2 Table of Contents EXECUTIVE SUMMARY...5 INTRODUCTION...10 Background...10 Project Objectives...11 Process Overview...11 SITUATION ASSESSMENT: Where are we now?...16 Study Area...17 Themes...18 Lures and Clusters: Kalyna s Tourism Resource...19 Key Attractions and Clusters...19 Market Analysis...27 Trends in Alberta Tourism...27 Activities-Based Demand...27 Regional Tourism Characteristics & Trends...35 Primary Research Survey...37 SWOT Analysis...40 Tourism Gaps...42 ALTERNATIVE ANALYSIS: Where do we want to go?...48 Objectives...48 Measures...48 Alternatives...51 Technical Analysis...51 Ranking & Weighting...51 STRATEGIC PRIORITIES: How do we get there?...53 Strategic Priorities for Tourism Development...53 Experiential Attractions in the Kalyna Country Ecomuseum...53 Kalyna Country Food...55 Kalyna Country Accommodation...56 Aboriginal Tourism Product Development...57 Agricultural Tourism Product Development...58 Kalyna Country Historic Trails and Waterways...60 Kalyna Country Folk Festival...61 Supporting Actions for Tourism Development...62

3 Realigned Kalyna Country Boundary...62 Governance...63 Regional Tourism Stakeholder Organization...63 Tourism Training & Education Programs for Industry...65 Tourism Investment Attraction Strategy...66 Tourism Business Information Portal...66 Expanded Tourism Information Website...67 Tourism Small Business Support Program...68 Focussed Marketing

4 Thank you to everyone who participated in this project: Arnold Grandt - Ukrainian Cultural Heritage Village Corrine Card - Métis Crossing Crystal Cooper - Village of Mannville Dave Humphries - Vegreville Agricultural Society Edith Zawadiuk - Kalyna Past President Elizabeth Kuhnel - Alberta Ministry of Tourism, Parks, & Recreation Ellen Lefsrud - Viking Town Council Gail Upham - Village of Holden - H.E.A.R.T. George Jamieson - Minburn County, Councillor Gord Snyder - Buffalo Adventures Jenelle Saskiw - Village of Marwayne, Vermillion River Regional Alliance EDC Jars Balan - University of Alberta Ukranian Studies (Kalyna Curator) John Ritchie - Kikino Metis Settlement Jordan Rumohr - Lamont County Kelly Sprauge - Town of Mundare Kevin Kisilevich - Kalyna Country Laura McGowan - Alberta Ministry of Tourism, Parks, & Recreation Leah Huber - Elk Island National Park Maureen Easton - Vegreville Economic Development Board Mike Saric - Town of Mundare Peggy Nahirniak - Village of Holden (Kalyna Director) Ray Sauer - Thorhild County (Kalyna President) Ron Spragg - Village of Andrew (Kalyna Director) Ross Stromberg - Fort George/Buckingham House/Victoria Settlement Shane Hason - Heinsburg/Iron River (Kalyna Director) Shane Pospisil - Smoky Lake County Sheila Neil - Kalyna Country Tam Anderson - Sturgeon County Wayne Taylor - Smoky Lake Chamber (Kalyna Vice Pres.) Yvonne Brown - Tourism for Tofield 4

5 EXECUTIVE SUMMARY The was undertaken to identify strategic priorities for tourism development in Alberta s Kalyna Country. This tourism destination evolved from the Kalyna Country Ecomuseum and includes the communities and rural areas in the County of Thorhild, Smoky Lake County, Lamont County, County of Two Hills, County of Minburn,as well as portions of Strathcona County (rural area), Sturgeon County, Beaver County and the County of St. Paul. The goal of the project was to build on the unique resources of the region that help differentiate it from other areas and to increase its destination status. A participatory process was used to engage local tourism stakeholders and incorporate local values into the strategy, and to ensure that those ultimately implementing the strategy were involved in the decision-making. This work took place from January to March, The following six theme areas were identified through market research and local stakeholder engagement to help characterize the current primary lures and brands within the region: Ukrainian Culture This encompasses both historical and contemporary Ukrainian culture attractions and activities. Settler & Aboriginal Culture This includes the area s heritage resources as well as contemporary aboriginal cultural attractions. Agriculture & Rural Communities - This theme represents the unique lifestyles and livelihoods that are the foundation of Kalyna s rural landscape. Outdoor Recreation & Natural Areas - This includes outdoor activities and the natural areas and protected sites that support these activities. Festivals & Events This includes the many local and regional festivals and events held in Kalyna Country every year. Winter Activities - This theme area consists of all of the activities and events that occur during the winter months in the region. STRATEGIC PRIORITIES FOR TOURISM DEVELOPMENT A set of strategic priorities was identified to provide a blueprint for moving forward with tourism development in the region. The strategic priorities take into account the creation of an experiential-based tourism region; one which offers the visitor opportunities for learning and personal growth as well as relaxation and adventure. Rather than diluting what makes Kalyna Country unique, the strategic priorities identified here link the region s attractions under the umbrella of the Kalyna Country Ecomuseum. In addition, these strategic priorities will provide the visitor with a full-service experience including routes, tours and trip planning, as well as food, retail, accommodation and entertainment. The seven key tourism product development opportunities are as follows. Experiential Attractions in the Kalyna Country Ecomuseum Kalyna Country must increase and expand relevant attractions throughout the region and increase the visibility of Ukrainian, settler, aboriginal and agricultural culture throughout. Kalyna Country needs cultural product development in the rest of the region to complement the 5

6 Ukrainian Cultural Heritage Village (UCHV) to help ensure visitors are attracted to visit and stay in Kalyna Country. Assist operators to develop experiential products and interpretive elements at existing markets, museums and historic sites. Invest in Main Street redevelopment to encourage local towns and villages to reflect their Ukrainian or settler heritage. Develop guided and self-guided circle tours of the Kalyna Country Ecomuseum from Edmonton. Develop a Kalyna Country signage program. Host Ukrainian events that educate visitors about the unique holiday customs of Ukrainian Canadians. Develop Settler and aboriginal events at the Victoria Settlement, Métis Crossing, Fort George and Buckingham House, and other historic and cultural sites. Develop programs and packages for schools groups to tour the region. Kalyna Country Food Developing Ukrainian food and beverage services and retail products presents a major opportunity for enhancing the Ukrainian theme and generally boosting the local tourism economy. This would also help ensure that Kalyna Country offers a full-service experience and help to increase spending, keep visitors in the area longer and increase the number of repeat visits. Develop Ukrainian restaurants that highlight the cultural uniqueness of the region. Develop artisanal Ukrainian food and beverage products. Kalyna Country Accommodation There is an opportunity to develop accommodations that emphasize authentic Ukrainian, settler, aboriginal or agricultural identity in order to fill an identified gap in regional accommodation diversity and capitalize on the uniqueness of Kalyna Country. Increasing the accommodation options in the region would encourage more overnight visits. This product development opportunity also complements several of the other proposed product developments for Kalyna Country including experiential tourism, touring routes and trails, hunting and fishing tours, agritourism and festivals. Ukrainian bed & breakfasts and guesthouses would provide visitors with an added authentic taste of Ukrainian culture on their visits. Settler, aboriginal and adventure-based ranches, cabins and lodges where opportunities for hunting and fishing as well as heritage sites exist (such as in the north of the region and along the North Saskatchewan River). Farm stays where families and individuals stay on a farm for the weekend and learn about the workings of a farm. Aboriginal Tourism Product Development Aboriginal tourism can become a highly successful product that extends the length of visitor stays, attracts a greater share of the international market and enhances economic benefits to tourism operators across the region. Kalyna Country does not currently have many aboriginal attractions, but the region has a rich aboriginal history and numerous First Nation and Métis communities with which to collaborate on building a successful tourism sector. The use of aboriginal tourism as a complementary sector for other tourism activities in the region will increase tourism in Kalyna Country while keeping true to the regions unique character. 6

7 Package Métis Crossing with Victoria Settlement. Increase aboriginal presence at Fort George and Buckingham House, including cultural activities, performances and foods. Develop aboriginal hunting and fishing tours including winter tours with the Whitefish or Saddle Lake Nation or the Kikino, Buffalo Lake, Elizabeth or Fishing Lake Métis Settlements. Increase aboriginal shopping and dining opportunities at historic sites and in communities throughout the region. Agricultural Tourism Product Development Agriculture features in every geographic area of the region and links in with both the Ukrainian and Settler and Aboriginal Culture themes of Kalyna Country. Kalyna Country can capitalize on its identity as an agricultural region by further developing the local agri-tourism sector. This creates opportunities for new products and services that can diversify revenues for local agricultural producers and support a niche for restaurants, retailers and other providers. Expand Dine Kalyna to be held more than once a year. Coordinate the region s farmer s markets, county fairs and rodeos to build on the successes of existing local markets, to bring in greater numbers from pooled resources and to build the Kalyna brand. Develop farm visits and tours of artisanal and local food production facilities. Create a cycling farm circle route (or alternatively a driving route) to farms in the areas surrounding Vegreville and Two Hills. Host cooking classes by top chefs on the farm to increase the visibility of Kalyna Country and the connection between its farms and the Edmonton market. Develop artisanal food products that reflect the region including Ukrainian foods, buffalo meat products, preserves, craft beer, or vodka (horilka) distilleries. Develop accommodation that caters to the culinary crowd. Kalyna Country Historic Trails and Waterways Outdoor recreation opportunities abound in Kalyna Country, particularly in terms of trail and water based activities on the North Saskatchewan River. Tourism development opportunities exist in terms of providing tours, tourism services and rentals around jet boating, canoeing, kayaking and para-sailing, in addition to enhancing the existing products in the region to ensure visitors are attracted to the region. Enhance the interpretive sites along the Victoria and Iron Horse Trails. Increase the number of outdoor recreation events and competitions. Package outdoor recreation attractions such as Elk Island National Park with unique Kalyna attractions and accommodations. Develop guided and self-guided paddling tours down the historic North Saskatchewan River trading route. Develop a canoe and kayak rental service at key put-in locations along the North Saskatchewan River. Develop guided horseback-riding tours along the Victoria and Iron Horse Trails that stop at interpretive and wildlife viewing sites. Develop bicycle rentals and tours at key points on the Victoria and Iron Horse Trails. 7

8 Develop cross-country ski and snowshoeing rentals and tours at key points on the Victoria and Iron Horse Trails. Develop snowmobiling rentals and tours at key points on the Victoria and Iron Horse Trails. Kalyna Country Folk Festival In order to draw new visitors to the region, increase lengths of stay and therefore spending, an annual music festival hosted by Kalyna Country should be developed. Develop a folk music festival with big name performers and local Ukrainian, Métis and First Nation talent, hosted by the Kalyna Country Trust Society. SUPPORTING ACTIONS FOR TOURISM DEVELOPMENT In addition to the tourism product development opportunities outlined here, the Steering Committee also identified several supporting initiatives that would further the success of tourism development in Kalyna Country. These initiatives are outlined as follows. Realigned Kalyna Country Boundary The boundaries of Kalyna Country should be realigned with the original boundaries of the Ecomuseum. In order for Kalyna Country to resonate as a brand in the markets, it is important to focus on what makes the region unique - the ecomuseum and the themes within it. Regional Tourism Working Group - One of the greatest challenges facing all communities and regions in the tourism sector is the difficulty of bringing public and private sector interests together in collaborative and mutually beneficial environments. Establishing a tourism stakeholder organization for the Kalyna Country region could be a foundational activity that all other tourism planning and decision-making could build upon. A Regional Tourism Working Group would help to guide tourism development in the region and ensure that the needs and values of local communities are addressed. Tourism Training & Education Program - As tourism expands in the Kalyna Country region, there is an opportunity to provide training and education to inform local residents and leaders of the benefits of tourism and their roles within it as well as improving the capacity of the sector to meet high standards commonly required in more established tourism economies. Tourism Investment Attraction Strategy - One of the key planning and governance activities to be undertaken by any Regional Tourism Working Group is the establishment of a tourism investment attraction strategy for the Kalyna Country region. The strategy would further identify specific business gaps in the tourism sector (e.g., fixed roof accommodations, outdoor recreation operators, regional transportation, etc.) and articulate a roadmap for filling gaps through local, regional, or international investment attraction. Tourism Business Information Portal - Currently there is no single information source for entrepreneurs and businesses seeking to establish or expand their enterprises. By providing an information portal (perhaps online), businesses will gain easier access to financing, partnership, and networking opportunities while creating stronger linkages among businesses and providing a forum in which the broader tourism sector can be accessed 8

9 and/or mobilized. The business information portal could be integrated and coordinated with Kalyna Country website, with the addition of a business information tab. Expanded Tourism Information Website - Although Kalyna Country has been successful in developing a regional tourism website and increasing its visitor numbers, there are numerous improvements that could be made to increase its value and usability. This includes a more structured and comprehensive listing of amenities and attractions, better mapping of tourism products and services, and a forum (e.g. travel advisory) to allow visitors to provide recommendations, feedback, and other user-generated content. Tourism Small Business Support Program - Although the Province of Alberta has a number of programs to help support the establishment and expansion of new small businesses, there are few programs accessible to tourism enterprises in the Kalyna County region. By establishing business support programs for tourism entrepreneurs in the region, both the public and private sectors can help to reduce investment risks while better ensuring that products and services provided are of a standard indicative of their goals. Focussed Marketing Kalyna Country s broad stroke approach to marketing and the gradual expansion of the region's boundaries beyond the original Ecomuseum boundary has led to the dilution of the region s identity. Kalyna Country marketing should focus on what is unique and distinctive in the region. The themes related to the ecomuseum heritage district should be predominant in marketing efforts and should target niche markets. In addition, Kalyna Country s current marketing efforts provide a comprehensive clearinghouse of tourism information for each of the region s communities. Targeted marketing toward specific user groups and untapped segments could better position Kalyna Country to capture unique opportunities, have a greater return on marketing investments and gain a stronger foothold in the dominant Edmonton regional market. 9

10 INTRODUCTION Background Kalyna Country as a tourism destination evolved from the Kalyna Country Ecomuseum. It includes the communities and rural areas in the County of Thorhild, Smoky Lake County, Lamont County, County of Two Hills, County of Minburn,as well as portions of Strathcona County (rural area), Sturgeon County, Beaver County and County of St. Paul. Map of Kalyna Country Like many other rural regions, the communities of Kalyna Country are looking to tourism to help diversify revenues and contribute to the long-term sustainability of the region. The region already has a lot to offer visitors in terms of attractions, sites, services and events. Its proximity to the large Edmonton market (over one-million-people), its unique cultural history, rural towns, and natural areas all position Kalyna to develop a vibrant tourism economy. 10

11 The Kalyna Country Ecomuseum, which operates as the Kalyna Country Trust Society, was established in 1992 to preserve the heritage of the region largely created by Canada s oldest and largest Ukrainian bloc settlement. The Kalyna Country Trust Society has increasingly focused its efforts on both tourism development and marketing, partly at the expense of the conservation and interpretive work of the ecomuseum. In addition to developing products such as a guide for Lamont County s historic churches, they have been producing marketing products for the region since 1997, including a 150+ page visitor guide with a distribution of over 75,000 copies per year. The guide s success has resulted in expanding the promotional boundaries beyond the original ecomuseum boundaries which were expanded in the early years of the project to refine the thematic cohesiveness of the region and help rationalize its administration. The Society also plays a major role in local tourism coordination - through promotion, creating connections between operators and local governments, and more recently, through the development of additional tourism products for the region. Project Objectives In January 2010, the Tourism Product Development Branch of Alberta Tourism, Parks and Recreation retained EcoPlan International to conduct a tourism development strategy related to tourism products, services, and infrastructure in the Kalyna Country. The project objectives are as follows: To provide the blueprint to guide both private and public sector tourism development activities for the next 5-10 years. To determine what theme/focus of the region should be the primary lure and what development is needed to create the lure. To define the experience(s) that Kalyna Country should offer and identify products, either new or enhanced, that are required to deliver the experience(s). To identify gaps in tourism related services in the current delivery of the Kalyna Country ecomuseum experience and identify development/investment opportunities. To identify developments that would serve to attract visitors off the highways and into the region s communities (e.g., day trips, circle tours, cluster events, fairs & festivals, etc.). To identify activity nodes/clusters within the region that offer tourism development potential; to identify theming potential; and the development needed to build the nodes into regional centers. To identify the role(s) of the Kalyna Country Trust, the municipalities and private industry in developing the region (e.g., facilitating tourism development; provision of required infrastructure; provision of tourism product such as trails). To identify an implementation strategy including organizational requirements and other resources necessary to facilitate the implementation of the development strategies presented in the report. In addition the project assessed what the boundaries of Kalyna Country should be for the purposes of the development strategy and for purposes of branding the region. It was recognized that opportunities exist to partner with communities and businesses outside the region for marketing and clustering initiatives, Process Overview A participatory planning process was undertaken for this work. By incorporating local stakeholders, it was ensured that the best local knowledge could be incorporated into the 11

12 process and that those who would ultimately be implementing the strategy were those involved in the decision making. In determining what tourism opportunities could be pursued and how a challenging set of questions are being considered: What information is needed to make a decision? How is best defined? How is it measured? What phasing makes sense? What are the links to other actions? A 10-step strategic planning approach was used to organize the Kalyna Country Tourism Development Strategy. Each phase asks one of the following guiding questions: Where are we now? Where do we want to go? How do we get there? and Have we arrived? This approach blends quantitative information with local values to produce strategic priorities that are transparent and defensible. Most importantly, it avoids the laundry list wish list syndrome that plagues less strategic approaches to tourism planning. The following sections briefly outline the phases of work involved in this process. PHASE 1: WHERE ARE WE NOW? The phase of work was concerned with getting project components in place. Key tasks included: Core team teleconference: The initial meeting was with the core planning team (Kalyna Country Trust Society board and staff, Alberta Tourism, Parks and Recreation, and EcoPlan). Project objectives were reviewed along with the proposed work plan and schedule. Relevant documents including Kalyna Country marketing materials, existing research and plans were also discussed and shared. Study tour: In early February EcoPlan travelled to Kalyna Country and conducted a two-day study tour that included visits to locations in and surrounding the study area, on a route between Vegreville, Vermillion, Wainwright, Viking, Elk Island National Park, the Ukrainian Cultural Heritage Village, and Mundare. This involved visits to a variety of tourism sites and attractions and meetings with key stakeholders and members of the project core team. Stakeholder assessment: A stakeholder assessment was conducted in order to determine participation in the project steering committee and input points. The committee met for two workshops during the course of the project and were encouraged to provide input throughout. The following stakeholders formed the steering committee: Arnold Grandt - Ukrainian Cultural Heritage Village Corrine Card - Métis Crossing Crystal Cooper - Village of Mannville Dave Humphries - Vegreville Agricultural Society Edith Zawadiuk - Kalyna Past President Elizabeth Kuhnel - Alberta Ministry of Tourism, Parks, & Recreation Ellen Lefsrud - Viking Town Council Gail Upham - Village of Holden - H.E.A.R.T. George Jamieson - Minburn County, Councillor Gord Snyder - Buffalo Adventures Jenelle Saskiw - Village of Marwayne, Vermillion River Regional Alliance EDC Jars Balan - University of Alberta Ukranian Studies (Kalyna Curator) John Ritchie - Kikino Metis Settlement Jordan Rumohr - Lamont County 12

13 Kelly Sprauge - Town of Mundare Kevin Kisilevich - Kalyna Country Laura McGowan - Alberta Ministry of Tourism, Parks, & Recreation Leah Huber - Elk Island National Park Maureen Easton - Vegreville Economic Development Board Mike Saric - Town of Mundare Peggy Nahirniak - Village of Holden (Kalyna Director) Ray Sauer - Thorhild County (Kalyna President) Ron Spragg - Village of Andrew (Kalyna Director) Ross Stromberg - Fort George/Buckingham House/Victoria Settlement Shane Hason - Heinsburg/Iron River (Kalyna Director) Shane Pospisil - Smoky Lake County Sheila Neil - Kalyna Country Tam Anderson - Sturgeon County Wayne Taylor - Smoky Lake Chamber (Kalyna Vice Pres.) Yvonne Brown - Tourism for Tofield Situation Assessment: The situation assessment was prepared in the lead up to the first Steering Committee workshop and was updated and revised as new information became available. This work involved developing and analyzing Kalyna tourism product inventory; data collection and analysis related to relevant tourism market statistics and trends; and a primary research survey with representative stakeholder groups from outside the Kalyna Country region. SWOT Analysis: Steering committee members brainstormed a list of strengths, weaknesses, opportunities and threats regarding tourism in Kalyna Country. Gap Analysis: The gap analysis brings together all of the research in the first phase to determine what is missing in the Kalyna Country experience and what tourism developments potential exists in the region. 13

14 PHASE 2: WHERE DO WE WANT TO GO? This phase of work was primarily concerned with grounding high level visions and ideas into a set of substantial and specific goals that are able to guide practical decision making. The work was largely constructed around input from the steering committee in the first of the two workshops for the project. A structured decision analysis framework was used to organize objectives and the list of strategy options so they could be evaluated and realistic priorities could be established. The following activities contributed to this phase: Objectives: The results of the SWOT analysis were categorized into several over arching theme areas. These were then converted into a list of objectives that were validated and wordsmithed by the Committee. These objectives are the analytical tools that help to ensure that strategy options being designed actually address local values. Measures: Measures assist in decision-making by providing a way to evaluate possible actions or strategies. Potential measures were brainstormed by the Steering Committee groups and then refined into a Low - Medium - High scale that was then used in the technical analysis, in Phase 3. Alternatives: A list of alternatives was brainstormed by the Steering Committee. These were integrated with findings and analysis from the situation assessment to create a set of packaged alternatives, or strategy options, for consideration. Technical Analysis: The measures developed for each of the objectives were used to evaluate, on a five point Low to High Likert scale, the degree to which each alternative satisfied each objective. In other words, each alternative was scored based on how well it would contribute to achieving the tourism development objectives set out by the committee, all objectives being equal. Ranking & Weighting: In completing the objective weighting exercise, participants were asked to identify which potential change in objectives (vis a vis the alternatives) were the most important, and how important each is relative to one another. A direct ranking of all the alternatives was also completed by each of the participants. Results & Discussion: The results of the technical analysis, objective weighting and ranking were combined and graphed to show how well each alternative scored based on the weighted ranking (the technical analysis and objective weighting exercise combined) and the direct ranking methods. The top emerging alternatives were reviewed and discussed. Some additional packaging of compatible alternatives occurred at this point. Following the second committee workshop additional analysis was provided by the consultant and a set of top strategic priorities was identified and scoped. PHASE 3: HOW DO WE GET THERE? Getting there is ultimately what the entire strategic planning process is about. Seven strategic priorities for tourism development in Kalyna Country were developed to increase visitor experience in the region. In developing the strategic priorities, the components of the decision framework (objectives, alternatives) were brought together so they could be evaluated and prioritized. This phase also built on the outputs of the first Steering Committee workshop and 14

15 incorporated the findings of the market analysis, tourism resource gap assessment analysis as well as best practices from other contexts. In addition to the seven strategic tourism product development opportunities, the Steering Committee also identified several supporting initiatives that would further the success of tourism development in Kalyna Country. These initiatives fall broadly under organizational capacity, training and support programs for industry; and marketing and are outlined in the next section PHASE 4: HAVE WE ARRIVED? Asking how do we know when we have arrived is fundamental to successful planning. Answering this requires monitoring and evaluation. While this is outside the scope of this process, an effort to understand how well strategic priorities are being implemented will undoubtedly strengthen long-term planning. 15

16 SITUATION ASSESSMENT: Where are we now? This situation assessment was developed to build a shared understanding of Kalyna Country among stakeholders. It is an opportunity to share facts; identify strengths, weaknesses and trends; and ensure that all stakeholders are on the same page. This step is fundamental to creating informed decision-makers. The information presented in this situation assessment was integrated into the process in several ways. Highlights of the inventory of tourism resources and the market characteristics and trends were presented to the Steering Committee at the first workshop. This information primed the group to complete the SWOT analysis (strengths, weaknesses, opportunities, threats), identify issues and objectives, and brainstorm tourism development alternatives. The inventory analysis contributed to the development of the six theme areas for organizing tourism products and was also used to identify nodes and clusters of attractions. This, along with findings from the market analysis and primary research survey were integrated into the development of potential opportunities or alternatives and also fed into the final scoping of top selected priority areas. Red Barn, Newbrook 1945 Ray Sauer 16

17 Study Area The initial Ecomuseum concept area was roughly 15,000 km2 and largely coincided with the Ukrainian Cultural Heritage Village s analysis of the early 19th and 20th century settlement period and the historical attractions in the area. The area encompasses all of the counties of Smoky Lake, Thorhild, Two Hills, Lamont, Saddle Lake Reserve no.125, and Whitefish Lake Reserve no.128, as well as small tracts of Strathcona, Sturgeon, and St. Paul counties. The original Ecomuseum boundaries were chosen for two reasons: (1) to take advantage of the significant investments already made in existing tourism sites; and (2) to provide a focal point and a distinctive identity that could unite a broad range of communities and histories in a viable organizational entity. Without a distinctive identity it was feared the Ecomuseum would simply become an administrative construct rather than an expression of the region s unique historical legacy. Original Ukrainian Settlement Block Ecomuseum Boundary With the Kalyna Country Trust Society's evolution to the larger, more marketing-driven organization that is now Kalyna Country, its geographic scope has expanded. Some positive outcomes of this greater reach have included the increase in organizational revenues from membership and the ability to cross-promote in a larger market. However, the addition of this larger number of diverse communities has resulted to some degree in the dilution of the Ukrainian cultural identity that is central to the region s historical legacy. 17

18 Themes Identifying the key themes and clusters of tourism products in Kalyna Country was a major objective of this strategy. Tourism stakeholders in the region recognized that identifying key themes and brands would help the region to better identify gaps and opportunities. When the Kalyna Country Ecomuseum was first conceptualized, six themes were identified. These themes were described as an archaeological metaphor that represented layers through time, as follows: Geology, Physiography and Glacial History Natural Environment Aboriginal History, Culture and Contemporary Native Life European Exploration and the Fur Trade Early Agricultural Settlement and the Pioneering Experience Modern and Contemporary Life of the Area Over time, and largely due to the shifting roles of the Kalyna Country Trust Society s activities, these themes also began to change. Kalyna Country s marketing materials expanded to include products and services that became increasingly difficult to categorize in terms of the original themes. In addition, as Kalyna Country s reach continued to expand, new communities and tourism stakeholders came into the mix with different perceptions of the region s dominant themes and lures. Through market research and a visioning/branding exercise undertaken by the project Steering Committee, six new themes emerged as the current primary lures and brands within the region. These are as follows: Ukrainian Culture This encompasses both historical and contemporary Ukrainian culture attractions and activities. Settler & Aboriginal Culture This includes the area s heritage resources as well as contemporary aboriginal cultural attractions. Agriculture & Rural Communities - This theme represents the unique lifestyles and livelihoods indicative of the rural Kalyna region. This includes products like guest ranches, farmer s markets, and agricultural and culinary events. It also draws on the aesthetic character and unique physical features of small town Alberta. Outdoor Recreation & Natural Areas - This includes activities such as hunting, fishing, bicycling, hiking, boating, etc. It also includes the natural areas and protected sites that support these activities. Festivals & Events Although this theme can be captured in other themes, festivals and events can be an important lure for tourists. Kalyna Country has over 100 events a year, ranging from rodeos to art walks and from sporting events to musical jamborees. Winter Activities - This theme area consists of all of the activities and events that occur during the winter months in the region. Included here are activities such as snowmobiling, cross-country skiing, ice fishing and events such as winter bonspiels, ski festivals, and others. 18

19 These six themes were confirmed by the project Steering Committee and validated through an inventory and analysis of almost 700 tourism products in the region. Although this inventory and analysis was not comprehensive (i.e., it only accounted for about half of all festivals and events) it did account for the majority of Kalyna Country s attractions and tourism enterprises. Lures and Clusters: Kalyna s Tourism Resource An inventory of tourism products and services in Kalyna Country was compiled from the Kalyna Country Membership Database and the Tourism Information System database provided by Alberta Tourism, Parks & Recreation. Key tourism attractions were identified and analyzed from several perspectives. A spatial analysis was conducted of tourism products in Kalyna Country using the six theme areas to illustrate how products are distributed, and where certain theme areas prevail. A second analysis looked at the distribution of accommodation and accommodation types throughout the region. Key Attractions and Clusters This section outlines the key attractions in the six identified theme areas: Ukrainian Culture; Settler and Aboriginal Culture; Agriculture & Rural Communities; Outdoor Recreation & Natural Areas; Festivals & Events; and Winter Activities. Some attractions fit under more than one theme area; these are noted as such in the inventory analysis. The complete inventory of tourism products in Kalyna Country can be found in Appendix A. Since most attractions in Kalyna Country do not record attendance numbers, key attractions were determined through exposure on the Kalyna Country marketing materials and in conversation with Steering Committee members. Actual visitation numbers are noted where available. Kalyna Country s tourism resource, including its key tourism products, was also geo-referenced and compiled into a tourism asset map (see following page). This map illustrates the clustering of products based on the themes of the region. The following section highlights the key findings of this mapping exercise. UKRAINIAN CULTURE Ukrainian culture has been a central focus of Kalyna s tourism strategy to date. The Ukrainian Cultural Heritage Village and the more than 100 Byzantine-style churches in the area are highly visible attractions in this theme. Other small-scale attractions include Ukrainian food retailers in Mundare and Two Hills, local Ukrainian-themed museums and historic sites in Vegreville, Mundare and Holden, and Ukrainian themed events staged in these and other nearby communities. Key attractions: Ukrainian Cultural Heritage Village and events (almost 50,000 visitors/year) Lamont County Churches and Tours Basilian Fathers Museum, Mundare Stawnichy s Sausage Factory Tours, Mundare Pysanka Festival, Vegreville Ukrainian Dance Festivals (Vegreville, Vermilion, UCHV, St. Paul) 19

20 Kalyna Country Tourism Products Theme Map 20

21 The majority of Ukrainian culture and heritage attractions are clustered within the boundaries of the original Ecomuseum concept, while communities on the periphery of this region have little, if any, Ukrainian heritage and tourism products. There is a clear concentration of Ukrainian cultural attractions along Highways 14, 15, and 16. The greatest concentrations of Ukrainian cultural attractions are in the towns of Vegreville (which is at the centre of the region and of Ukrainian cultural attractions), Mundare, Lamont, and Vermilion, with additional attractions in Two Hills, Willingdon, Viking and Holden. Key clusters Vegreville, Mundare and Lamont - Highway 15 & 16 (Ukrainian Cultural Heritage Village, Pysanka Festival, Byzantine churches) Two Hills and Willingdon - Highway 29 (Ukrainian food retail and museums) Tofield, Viking and Holden - Highway 14 (Central Rural East Alberta Museums CREAM and Ukrainian churches) SETTLER AND ABORIGINAL CULTURE Kalyna s settler and aboriginal culture is one of the region s strongest, most unifying features. European settler and aboriginal histories are well represented in a diversity of tourism attractions and events throughout the region. Métis Crossing, Victoria Settlement, Father Lacombe Chapel and Fort George/ Buckingham House speak to the coming together of settler and aboriginal communities and the strong Métis roots in the region. The North Saskatchewan River, by virtue of its pivotal role as a travel route west and in supporting the local trade economy, provides a natural geographic network for many of these attractions. The settler and aboriginal culture and history of Kalyna Country was a draw for many of the survey respondents who stated that this is what makes the area unique, including local heritage, culture, cuisine, and festivals. Key attractions: Victoria Settlement (2,442 visitors in 2009) Métis Crossing Father Lacombe Chapel Historic Site (3,414 visitors in 2009) Fort George & Buckingham House (1,952 visitors in 2009) Central Rural East Alberta Museum Association (CREAM) 63 heritage sites and museums Each town in Kalyna Country has unique historical sites or museums, but there are four important concentrations of settler and aboriginal history to be noted. The first and most significant of these is in Smoky Lake, with Métis Crossing and the Victoria Settlement and Victoria Trail. This area has a wealth of history and related tourism products offering insight into both the settler and the Métis experiences. To the north and east of Smoky Lake, the areas of Lac La Biche, Kikino Métis Settlement, Whitefish Lake First Nation, and Saddle Lake First Nation offer an opportunity for further aboriginal tourism development given the concentration of heritage and recreation opportunities in the area. The region from St. Paul to Elk Point and Heinsburg contains another concentration of settler and aboriginal culture that has begun to be developed. 21

22 Key clusters Smoky Lake area (Victoria Settlement & Victoria Trail, Métis Crossing) Elk Point area (Fort George & Buckingham House) Tofield, Holden and Viking area (CREAM - Central Rural East Alberta Museums) AGRICULTURE & RURAL COMMUNITIES The agriculture industry has been a major factor in the Kalyna region for most of its modern history, supporting generations of farming families and communities. Many of these agricultural activities have been turned into viable tourism attractions with the growing trend of agri-tourism. Agricultural attractions in the region include over 30 local farmers markets, numerous harvest festivals, and self-guided driving tours. Key attractions: Agricultural Driving Tours: Beaver County Bounty, Open Gates on 28 Dine Kalyna (450 attendees in 2010) Farm visits and production tours (ex. Parkland Conservation Farm, ensante Winery) Over 70 harvest festivals and numerous farmers markets Almost every community in Kalyna has agricultural attractions to offer, which highlights the importance of this theme as a unifying feature of the region. There are however three distinct clusters of agricultural attractions as follows: northeast of Edmonton (Bon Accord, Thorhild, Boyle, Smoky Lake, and Waskatenau); east of Edmonton (Lamont, Mundare, Vegreville, Two Hills, Andrew); and southeast of Edmonton (Tofield, Holden, Viking). Key clusters Northeast of Edmonton Thorhild area (Open Gates on 28, Prairie Gardens, etc.) East of Edmonton Vegreville area (Dine Kalyna, Parkland Conservation Farm, etc.) Southeast of Edmonton Holden area (Beaver County Bounty, Verry Berry Honey, etc.) OUTDOOR RECREATION & NATURAL AREAS Kalyna also has many outdoor recreation opportunities that attract thousands of visitors to the area every year. Elk Island National Park is by far the most visited attraction in the area, drawing over 350,000 visitors per year. In addition, Kalyna s seven parks and 15 natural areas have trails for hiking, cycling, horseback riding, cross-country skiing, snowmobiling and more. Kalyna Country also has more than 40 locations for bird and wildlife viewing and over 100 lakes and rivers. There are also more than ten golf courses and 75 campgrounds in the region. Key attractions: Elk Island National Park (over 350,000 visitors per year) Cooking Lake-Blackfoot Provincial Recreation Area Long Lake and Whitney Lakes Provincial Parks Iron Horse TransCanada Trail Victoria Trail Cross-country skiing 22

23 North Saskatchewan River 60 campgrounds The largest concentration of outdoor recreation and natural areas occurs in the northeast of Kalyna Country. This area has recreation opportunities in the northern lakes and parks, the North Saskatchewan River from Elk Point to Waskatenau, along the Iron Horse Trail and the Victoria Trail from Métis Crossing to the Bruderheim Natural Area. These northern outdoor recreation opportunities fit in nicely with the area s rich settler and aboriginal culture. A second cluster of outdoor recreation and natural areas occurs in the area around Elk Island National Park, Cooking Lake-Blackfoot Provincial Recreation Area, Strathcona Wilderness Centre, and Ministik Bird Sanctuary form a large concentration of natural spaces that offer year round recreational opportunities in Kalyna Country. Key clusters Beaver Hills area (Elk Island National Park, Cross-Country skiing) North Saskatchewan River (Iron Horse and Victoria Trail, Métis Crossing Voyager) FESTIVAL & EVENTS Kalyna Country has over 100 fairs, festivals and events, mostly held in the summer and fall seasons. Almost every community in every county hosts an agricultural fair, rodeo, heritage celebration or music festival. While many attract local audiences first and foremost, events such as Vegreville s Pysanka Festival bring in large crowds from outside the region. Key attractions: Vegreville Pysanka Festival Doors Open in Lamont County Smoky Lake Pumpkin Festival Canadian Birkebeiner Ski Festival Agricultural festivals and rodeos Pow-wows and jamborees Ukrainian Cultural Heritage Village Events There is no recognizable cluster of festivals and events in Kalyna Country, they can be found in each of the major towns in the region. There is however, an abundance of festivals and events that are held throughout the year, with a greater concentration in the summer and early fall since many festivals in the region are agriculture-based. Coordination of festivals and events will be necessary to ensure that they take advantage of opportunities to bring events together to enhance the market appeal and are not competing amongst themselves for visitors. Key clusters: Bon Accord and Smoky Lake (Agricultural festivals and rodeos, Pumpkin Festival) Two Hills, Vegreville, and Lamont (Pysanka Festival, Doors Open in Lamont County) 23

24 WINTER ACTIVITIES Kalyna Country s numerous parks and recreational areas designate certain trails for winter activities so that visitors can take advantage of the outdoor opportunities of the region in all seasons. Cross-country skiing and snowmobiling are the most prevalent winter activities in the region, with several organized events. The Christmas season also brings many fairs and festivals in the communities of Kalyna. Key attractions: Cross-country skiing (Cooking Lake Blackfoot Park, Strathcona Wilderness Centre, Elk Island, Vermilion Park) Skiing events (Birkebeiner Race, Long Lake Snowfest) Snowmobiling (snowmobile clubs, rallies and snow drags) Ice Fishing Derbies Curling Bonspiels Christmas and winter festivals (Christmas in the Heartland, Cabane a Sucre) The greatest concentrations of winter activities in Kalyna Country occur in the larger towns. Most towns have Christmas events and the rural areas have recreational opportunities such as cross-country skiing on trail networks. The many trails in Kalyna also allow snowmobiling in winter. Christmas fairs and festivals abound in the many small towns in the region and could be packaged to take advantage of the holiday spending season. Key clusters: Beaver Hills area (Cooking Lake Blackfoot Park, Birkebeiner Race, Christmas in the Heartland) North of Edmonton (Long Lake, Tawatinaw Valley, Cabane a Sucre Vegreville area (Christmas light-ups and craft fairs) ACCOMMODATION An inventory of the available accommodations in Kalyna Country revealed that while the area offers a wide range of accommodation options, there are still gaps in the services provided. The data used in this inventory is limited to business listings with Travel Alberta, Kalyna Country and/or HUB Alberta. As a result, some existing accommodations may be missing. Additionally, the inventory does not reflect the number of beds or their occupancy rates, but rather the number of businesses in the region. Campgrounds and RV facilities account for the greatest share of accommodation options in the Kalyna region, with over 60 campgrounds. Kalyna has only three guest ranches, despite the agricultural nature of the region. Bed and breakfasts are not included in the business listing with Northeast AlbertaHUB, but the Kalyna Country website lists twelve bed and breakfasts for the region and three additional bed and breakfasts are listed with the Alberta Bed & Breakfast Association. The region also has ten resorts, including lodges, cabins and retreats, most of which are in remote and rural areas. Kalyna Country has 33 hotels, motels and inns listed in the online directories used in this inventory. Motels and hotels are rare outside of the major towns, which is to be expected. Data from Alberta Tourism Parks and Recreation Visitor Statistics indicates that many of the hotels in the region cater to work crews rather than tourists. 24

25 Accommodation Clusters The map on the page that follows shows the distribution of listings for accommodation types and numbers in Kalyna Country. The numbers shown on this map are based on business listings with Travel Alberta, Kalyna Country and/or HUB Alberta and so do not reflect the number of beds, but rather the number of businesses. Campgrounds and RV facilities are both the most numerous and the most widely distributed accommodation option in Kalyna Country. Camping facilities are found throughout the region, with a greater concentration in the north of the region. The northern part of the region has many recreational opportunities and the campgrounds there are a good option for Edmonton residents given their distance from the city (recreational opportunities that are closer to Edmonton are often just day trips). Guest ranches appear only in Marwayne and Vermilion, despite the prominence of agriculture in the region. Kalyna Country s nine bed and breakfasts are scattered throughout the region, including Elk Point, Innisfree, Lavoy, Mannville, Smoky Lake, Thorhild, Vegreville, and Vilna. Variety in hotel and motel accommodation is only found in major towns surrounding the region, including Fort Saskatchewan, Sherwood Park, and Vermilion. Despite this, many towns in the region have at least one hotel, which are usually locally owned businesses. Long Lake Provincial Park - Ray Sauer 25