Comox Valley Economic Development & Tourism Annual Work Plan - 2015 January, 2015 investcomoxvalley.com discovercomoxvalley.com
P a g e 2 Table of Contents Executive Summary... 3 2014 15 Comox Valley Economic Development Society Board of Directors... 4 2014 15 Committees: Roles and Membership... 4 Comox Valley Economic Development Society Executive Committee... 4 Destination Marketing Advisory Committee (DMAC)... 4 Additional Hotel Room Tax Committee (AHRT)... 5 Comox Valley Signage Committee... 5 Strategic Framework; Core vs. Support Programs... 5 2015 Programs and Services... 6 Focus Area # 1 Business Retention and Enhancement... 6 Employers Talk... 6 CV Agrifood Monitor Pilot Project... 7 Discover Comox Valley Signature Event Series... 9 Business Counts... 11 Export; Beyond Boarders... 12 Downtown Enhancement Support Program... 13 Investment Incentive Program... 14 Focus Area # 2 Investment Attraction and Promotion... 15 Land and Marine Based Investment Opportunities Program... 15 Shellfish Aquaculture Hatchery Facility Planning Progect... 16 Discover Comox Valley Destination Advertising Partner Opportunities... 17 Waste Energy and Sustainable Technologies... 19 INVESTigate Comox Valley... 20 New Immigrant, Skilled Worker & Entrepreneurial Recruitment Opportunities... 20 Comox Valley Visitor Services Opportunities Sales... 21 Focus Area # 3 Economic Development Coordination, Facilitation and Communication... 22 First Nations Economic Opportunities Program... 23 Business & Investment Communication Alerts... 24 Destination & Tourism Communication Alerts... 24 Land and Economic Impact Analysis Model... 25 Industrial Commercial Lands Development Strategy... 25 Online Resources Maintenance Program... 26
P a g e 3 Executive Summary Comox Valley Economic Development Board of Directors (CVEDS), with the input of local governments, CVEDS subcommittees, surveys, sector groups and businesses, develops its annual Work Plan, guided by the 5 year Comox Valley Regional Economic Development Strategic Plan (2013). This is the second Work Plan that has been produced since the release of the Strategic Plan, building upon and leveraging the momentum within key, long standing focus areas including Agrifood, Tourism, and Business Retention and Expansion, as well as addressing emerging focus areas including marketing Downtown incentive programs & activating economic impact models, as well as supporting technology innovation partnerships. There are three key Strategic Focus Areas that organize the plan: (i) Business Retention and Expansion, (ii) Investment Attraction and Promotion, and (iii) Economic Development Coordination, Facilitation and Communication. Each Focus Area contains multiple Programs, some defined as core services, which denotes CVEDS as the primary lead, while other Programs are defined as support services, recognizing the importance of the Program to the regional economy, with CVEDS undertaking a supportive role. The success of the Work Plan implementation is closely linked to CVEDS work with hundreds of companies and organizations in the region that partner, provide input and work collaboratively with the Society in its efforts to encourage responsible expansion of the economic based of the Comox Valley.
P a g e 4 2014 15 Comox Valley Economic Development Society Board of Directors Hardy Richard President Rigsby Justin Vice President Whitehead Ian Past President Ives Paul Mayor, Town of Comox Jangula Larry Mayor, City of Courtenay Ketler Jessie Councilor, Village of Cumberland Nichol Rod Representing CVRD Area B Chappell Brad Representing CVRD Area C Turner Bruce Representing CVRD Area A Knox Melinda K'omoks First Nation Oddleifson Jay Director Simkin Deana Director 2014 15 Committees; Roles and Membership: Comox Valley Economic Development Society Executive Committee Hardy Richard President Rigsby Justin Vice President Whitehead Ian Past President Destination Marketing Advisory Committee (DMAC) Role: The Destination Marketing Advisory Committee (DMAC) is committed to increasing year round, overnight stays from tourists and other segments of the traveling public to the Comox Valley. Bill Anglin Jill Rushton Grant Smith Rick Browning Ron Waugh Faruk Goz Abel O'Brennan Carolyn Touhey Deana Simkin Susan Wood Chair, CVEDS Appointed Representative Old House Village & Spa Holiday Inn Express West Western PLUS Westerly Hotel Crown Isle Resort & Golf Community Courtenay Travelodge Coastal Black Estate Winery Two Eagles Lodge Billy D s Pub & Bistro MusicFest / Nautical Days
P a g e 5 Additional Hotel Room Tax Committee (AHRT) Role: The Additional Hotel Room Tax (AHRT) Committee is committed to Destination Marketing that is defined as developing marketing programs and initiatives that encourage tourists and other segments of the traveling public to prefer the Comox Valley for their overnight stays. Best Western PLUS Westerly Hotel Courtenay Travelodge Crown Isle Resort & Golf Community Old House Village & Spa Holiday Inn Express Rick Browning Faruk Goz Ron Waugh Roger Mckinnon Grant Smith Comox Valley Signage Committee Role: The Comox Valley Signage Committee is a volunteer Committee who is undertaking four key initiatives in partnership with local communities, Ministry of Transportation, the Ministry of Jobs, Tourism and Skills Training and local tourism and business sectors, to endeavour to improve the destination and highway signage for the region. Ken Grant, Chair John Ambler Ron Webber Lara Austin Sue Finneron Susan Toresdahl
P a g e 6 2015 Programs and Services Focus Area #1 - Business Retention and Expansion Business Retention and Expansion (BRE) is a core focus of many economic development organizations. Parallel to the clear benefit of supporting existing businesses is the notion that, for a given business, the costs of retaining an existing customer are far lower than the costs of acquiring a new customer. The share of employment growth from BRE is estimated in various regions from 60% to 90% (a recent estimates reported by the University of Minnesota is 86%). Programs within this focus area are directed toward supporting existing companies and industries and helping them expand. It also includes programs that provide the building blocks for economic growth, including workforce development. The Tourism, Arts, Culture and Heritage Program captures the continued and increasing emphasis on event expansion and new event attraction, supported by sponsorship development and a grant program, as the primary means with which to drive overnight visitation, leveraging the resources of the AHRT and strategies set out by the Destination Marketing Advisory Committee and the AHRT Committee. Labour Force Readiness Program (5 Year Strategic Plan Reference 4.1) Objective: Support training and labour force development for Valley employers. Indicators Employers Talk PROGRAM PRIORITY LEVEL: LOW As part of the annual Small Business Counts Survey process, include an employer s survey of labour force needs relating to current and future employment trends, statistics and issues. Provide support to and participate in local job fairs (ie: 19 Wing). Communicate labour force research, new innovations and data to employers. Partner with local employers to retain and attract young professionals through training and development events. Partnership with NIC Partnership with SD 71 Assistance provided to local employers in recruitment and retention of workforce Development of strategic partnerships with industry and employment support associations Create awareness of professional opportunities for young professionals in the region #of partnerships created New communications tool for program data launched
P a g e 7 Food Security Enhancement Program (5 Year Strategic Plan Reference 4.2) Objective: Support the Development of local resource capacity needed to increase food production and growth in agrifood businesses. CV Agrifood Monitor Pilot Project PROGRAM PRIORITY LEVEL: MEDIUM Only 23% of the ALR lands in the Comox Valley are being actively farmed with over 80% of the area used for livestock production. Increased agriculture production in land area alongside farming more intensively on both currently farmed land and new lands will likely increase gross farm receipts per ha to a provincial average. Communicate closely with farm based industry associations to ensure an ongoing flow of agriculture related issues, opportunities, regulatory changes and events in areas of training and development. Support the conversion of unused agricultural land (14622 ha) to forage for livestock and agroforestry uses, such as community pasture grazing of forested lands, increased harvesting and cultivation of agroforestry products, and land clearing for more intensive grazing Work closely with key farm operators with direct assistance in business planning, marketing and mentorship to support the conversion of high capability lands that are currently farmed into higher value production Establish a working group and training opportunity to increase processing and value added capacity in the valley tied to new market access and supply that can meet customer requirements beyond the farm gate. Improved communication to industry, local and provincial governments on Comox Valley Agriculture opportunities, research and data. Increased opportunity for agri-business expansions Improved communication with industry operators % of land utilized for food production increases Revenue per hectare in ALR increases Increased opportunities for agriculture and aquaculture producers to access new markets and increase capacity Positive engagement with land owners on Gross Farm Receipt s per ha in the ALR are defined provincially and regionally and the Comox Valley s GFR value is meeting or exceeding the provincial average % of ALR land in the Comox Valley under production is increasing on an annual basis % of ALR lands that are part of existing farms and being activity farmed is increasing on an annual basis # of agri-business visits # of communications that receive significant confirmed reviews (email link click through, attendance at events, etc.) 2015 Ag show attendance Expanded agrifoodcomoxvalle y.com website,
P a g e 8 Complete 15 agrifood business visits to food production operators under the business visitation program providing specific assistance as needed. Host the 2015 Islands Agriculture Show and work with local agriculture organizations to leverage the awareness of the show to profile local agriculture agrifood producers contribution to the region. This includes encouraging local producer registration, outdoor display space activation, developing and hosting VIP and Media farm tours, and presenting the Opening Reception in partnership with the Farmers Market, Farmers Institute, and Comox Valley Exhibition. options for intensification lands for food production resources and profiles Increased social media awareness of agricultural activities Continue to partner with Small Scale Food Processors Association to build upon the Do Yourself a Flavour 2014 / 2015 workshop series with a focus on value chain development.
P a g e 9 Tourism, Arts, Culture & Heritage Development Program (5 Year Strategic Plan Reference 4.3) Objective: Strategic new and existing destination level events are expanded to drive more out of area visitation and increase overnight stays, and barriers are removed in attracting events to use the Comox Valley as the host location. Discover Comox Valley Signature Event Series PROGRAM PRIORITY LEVEL: HIGH Building upon the significant emphasis placed on event development and expansion in 2014, 2 existing destination level Signature Series Events, held in the shoulder seasons, are expanded and enhanced via sponsorship & product development, and supported by multi-media marketing & communication resources to result in overnight stays and awareness of the destination. They include: 1) WinterJAM100, Jan 1 31 2) BC Shellfish & Seafood Festival, June 12-21 1-2 new destination level Signature Events are developed, or attracted to be hosted in the region, to strategically compliment and infill existing events, with a primary objective of increased overnight stays. Event product focus includes culinary, agriculture, aquaculture, sport or cultural event themes Secondary events supported by DCV compliment and leverage upon awareness generated by the Signature Event Series, with a focus on shoulder season and include: 1) Islands Agricultural Show, Feb 13 & 14 2) Comox Valley Dine Around, Feb 19 Mar 15 3) City of Courtenay Centennial 4) Comox Valley Farm Cycle Tour, Sept 5) Pacific Toast & Expo, Nov 6) Mountain Bike Races; BC Bike Race and Marathon Expanded events allow for improved marketing and awareness, and thereby increased event attendance and overnights stays New Signature Events participation drives increased room nights and awareness of the region Secondary events activate local businesses and the economy in the shoulder season, and provide other product experiences for existing visitors 200 room nights / existing event 100 room nights/new event # of website visits # of ticket sales # of new sponsors in kind and cash sponsorship revenues # of expanded events # of event partners # of followers & fans on social media
P a g e 10 Administration and provision of the Sport and Event Attraction Fund continues to provide funding capacity that supports removing expansion barriers to existing events, or enables new event hosting groups or agencies to hold events for the first time, if they can demonstrate increased overnight accommodations, with preference given to shoulder season DMAC Sub-Committees including Sport Tourism and Event Expansion and Attraction Committee, Culinary Event Expansion and Attraction Committee, and Arts and Culture Event Expansion and Attraction Committee will support and activate event objectives through meetings, partner outreach, event expansion ideas and support A Festival and Events Industry Resource Calendar, is maintained and distributed quarterly, capturing local tourism oriented events and included an improved and enhanced online events calendar via DiscoverComoxValley.com Seasonal consumer event e-promos compliment Signature Event Series marketing, and highlight and drive attendance to new and existing regional events and holiday oriented specials & events throughout the year, while consumer contact database is expanded with contesting and promoted posts 1-2 Tourism Product Development Workshops are hosted to support professional and business development of new tourism product expansion in the sector Leveraging upon the increasing services of Harbour Air, and the successful sales of glacier tours during the BC Shellfish and Seafood Festival and Filberg weekend, secure new Harbour Air tours to or within the Comox Valley Existing and new events or organizations are successfully applying for and being awarded funds which results in increased overnight stays Sub-Committees support the expansion and partnership development of events Tourism industry businesses utilized events calendar tool to market their own events, as well as utilized the calendar to plan leveraging tactics to grow their business, while allowing consumers to readily access indepth event information online Strong registration at workshops provides opportunity for enhanced tourism product that can drive increased visitation to the region Inclusion of Comox Valley product within Harbour Air marketing allows for increased visitor and harbour activities # of events funded # of overnight stays as a result of events # of meetings # of times event calendar distributed # of events included # of consumer e-promos sent # of subscribers # of businesses registered # of tours secured
P a g e 11 Business Visitation & Entrepreneurship Program (5 Year Strategic Plan Reference 4.4) Objective: Provide support and resources to business in order to facilitate the reduction in common challenges, issues and barriers to potential growth and expansion. Business Counts PROGRAM PRIORITY LEVEL: MEDIUM Business Visitation to 20 businesses annually prioritizing companies in emerging sectors, with high growth potential, and industry sub-sectors. Annual online Small Business Counts Business Survey to local business to identify emerging trends, opportunities, and key barriers to growth. Annual Business Counts small business workshop Series is conducted during small business month (October) with a focus on emerging business / industry challenges and opportunities as are identified through the Business Counts program. Entrepreneurship start-up innovation and technology ; establish a partnership with Innovation Island to provide support to the technology ecosystem. Key areas of support include delivery of events and seminars targeted towards early-stage entrepreneurs and supporting the development of early stage tech and innovation based entrepreneurs within the community. Timely and up to date information on business issues, emerging trends and understanding of new opportunities Growth in business activities as a result of responsive local BRE program Stronger engagement with business leaders Increase in # of startup innovation and tech businesses receiving assistance and information from Invest Comox Valley # of business visited/surveyed # of businesses receiving follow up one-on-one assistance Key information included on program invest website. # of business updates and social media postings /counts Media coverage of program Increase in total annual business (class 6) property tax revenue is increasing from new investment.
P a g e 12 Export Development Program (5 Year Strategic Plan Reference 4.5) Objective: Support existing Comox Valley companies in the successful export of goods and services Export; beyond borders PROGRAM PRIORITY LEVEL: HIGH Coordinate the delivery of export-related workshops or seminars such as export to markets program. Facilitate information on regional, provincial and national level programs and services around exporting. Provide export related expertise & one-on-one support to up to 20 export related businesses. Support and facilitate 3 inbound buying and 2 external trade missions with provincial and national government partners. Build upon the Global Strategies trade and investment seminar that was established as part of the 2014 Shellfish and Seafood event by offering a trade and market development seminar during the 2015 Shellfish and Seafood festival in partnership with the Province of BC and aquaculture organization. Increasing # of companies indicating they are exporting beyond the local area. Development of database of exporting companies maintained. Provide new exporter business guidance. # of exporters profiled in database # of beyond boarders communications to local companies # trade initiatives, programs and delegations # of companies exporting internationally # of companies exporting out of province but within Canada
P a g e 13 Downtown, Waterfront & Local Area Enhancement (5 Year Strategic Plan Reference 4.6) Objective: Increased focus supports new initiatives that result in improved economic activity in the downtown areas including increase in core area population, business start-ups and revitalization initiatives. Downtown Enhancement Support Program PROGRAM PRIORITY LEVEL: HIGH Implement improved signage for 580 Duncan Ave building façade Signage improvements assist in increased awareness of CVEDS office and services Completion of sign design and installation Conduct of a series of seminars and workshops, targeted separately to each of the two downtown BIAs and to Cumberland s downtown businesses, as well as the business community at large; topics might include targeted marketing strategies, accounting, human resources and succession planning 1-2 annual seminars are held that support needs of downtown businesses # of seminars # of businesses in attendance
P a g e 14 Investment Incentive Program PROGRAM PRIORITY LEVEL: HIGH Continue to coordinate and support the quarterly CVEDS Developers Round Table meetings to ensure timely communication and feedback on local government development procedures, application and processing polices between industry and community. Develop Incentive Program website landing pages for the Town of Comox and City of Courtenay programs on Invest Comox Valley, with direct links to municipal websites to drive awareness of and uptake in municipal incentive programs, conveying their supporting investment and business programs & tools. At A Glance Program flat sheets are also produced to assist with marketing the individual program, including the municipal attributes for investment attraction (i.e. infrastructure, transportation, recent major projects and investments. Program expansion and successes are communicated via social media, press releases and online to increase awareness and participation in the programs Online and Incentive Program summary sheets are produced and loaded onto ICV website to support increased awareness of improved development processes or new incentive program structures. # of Round Table meetings # of impact assessments presented to Council Completion of a new local government impact model pilot project # of communications with industry and developers # of website landing pages created 1-2 At A Glance Program summaries produced # of website hits
P a g e 15 Focus Area #2 - Investment Attraction The investment attraction and promotion programs all have an element of generating awareness about the Comox Valley outside the local area. This takes multiple forms, including the proactive attraction of investment in priority areas (agrifood, air services, health services, sustainability-related) where there is believed to be a strong competitive advantage with significant potential benefits. This includes the attraction of new residents, who bring many benefits to the region as workers, entrepreneurs and consumers. The tactics set forth by the industry lead Destination Marketing Committee and AHRT Committee are included here under Destination Marketing, along with the Visitor Services Opportunities Program, which focuses on developing tools to maximize the value of those visitors via sales and reservation bookings. Anticipated announcements by Destination BC regarding changes to Community Tourism Opportunities funding programs and structures are being monitored to understand what impacts they may have on select tactics within Destination Marketing. Agrifood Investment & Land Utilization Program (5 Year Strategic Plan Reference 5.1) Objective: Encourage increased investment in local food and beverage production in the Comox Valley Land and Marine Based Investment Opportunities Program PROGRAM PRIORITY LEVEL: HIGH Specific land and marine based business investment opportunities (new or existing expansions) are catalogued into investor ready marketing profiles and the BC Business Opportunities database. # of investment profiles generated and loaded to BC opportunities. Identify and attend 2 key international trade and investment specific shows while supporting 3-5 inbound delegations from target markets. Actively support industry or government led efforts to identify and resolve areas of policy and regulation that may delay or inhibit new investment in the land or marine base and therefore increased food production opportunities. New Shellfish tenures areas are increased where environmentally suitable to do so and new species are approved by appropriate regulatory agencies. Gross Farm Receipt s per ha in the ALR are defined provincially and regionally and the Comox Valley s GFR value is meeting or exceeding the provincial average % of ALR land in the Comox Valley under production is
P a g e 16 increasing on an annual basis. % of ALR lands that are part of existing farms and being activity farmed is increasing on an annual basis. # of shows attended with regional provincial and national partners. # of inbound delegations supported Shellfish Aquaculture Hatchery Facility Planning Project PROGRAM PRIORITY LEVEL: HIGH Facilitate business planning and partnership development for the attraction of investment capital to support the startup of a shellfish private sector or private/public shellfish hatchery within the Valley. Understanding of the constraints, critical issues and opportunities relating to the future success and growth of the BC and Comox valley Shellfish Industry Preliminary Business Development Plan for the construction, operation and funding of a shellfish hatchery/nursery facility in the Comox Valley Project design, cost estimates for construction are reported on for a potential shellfish hatchery.
P a g e 17 Destination Marketing Program (5 Year Strategic Plan Reference 5.2) Objective: Expanded and enhanced destination marketing initiatives result in increased visitation and overnight stays to the Comox Valley, as well as increased partnership within the industry; recognized as the premier, year round Island destination. DCV Destination Advertising Partner Opportunities PROGRAM PRIORITY LEVEL: ONGOING While the is increased investment within event development and online focuses, a select number of destination ads will be considered in the following publications and outlets with corresponding targeted editorial, in collaboration with provincial and regional tourism organizations, leveraged by local businesses and partners, to expand the destinations presence and reach, and drive overnight stays and destination awareness. URL and DCV website landing pages are developed to highlight ad partners and AHRT properties as appropriate. The Comox Valley is recognized with progressive branded ads and campaigns structured to allow for partner buy-in where appropriate and motivate visitors to engage further online and via social media # of ads or campaigns # of partners # increase in website visits AHRT room revenues # of social media followers and fans Tourism Vancouver Island: Wine & Culinary Guide; focus on culinary event line up Travel Planning Map Times Colonist; Discover Spring edition Brochure Distribution Program; Comox Valley Vacation Guide distribution Monthly Specials Island Moments 2015 TVI Vacation Guide and Outdoor Adventure Guide Other Publications: Investigate editorial & advertorial opportunities with Visitor s Choice Victoria soft cover Building upon the success of three TV campaigns in 2014, create or participate in 1-2 TV campaigns, supported by targeted online marketing tactics in Alberta, lower mainland and/or Vancouver Island that drive to DCV website landing pages with AHRT and partners highlighted Participate in Consumer and Trade Show attendance and produce show collateral for the following: Show attendance supports improved general consumer awareness of the destination and allows for contact database expansion # of shows attended # of new contacts collected # new show collateral
P a g e 18 TVI Discover Vancouver Island Trade show Partner with TVI at Calgary & Edmonton Home & Garden Shows (Feb & Mar) RFP fulfilled for new media and design Agency of Record Media and design agency supports improved media relations, coverage and brand recognition # of RFPs reviewed RFP awarded
P a g e 19 Sustainability Related Business Opportunities (5 Year Strategic Plan Reference 5.3) Objective: Encourage the development of green or sustainable energy and technology investments including green construction and technical services. Waste Energy and Sustainable Technologies investment readiness: Upon approval of federal matching funded dollar/grants: PROGRAM PRIORITY LEVEL: LOW Establish a partnership with local governments to evaluate the specific potential for waste energy or other targeted sustainable technology investment. (ie marine based, tidal, etc.) Host a green energy seminar focusing on green energy technology, innovation and waste energy opportunities in BC. Vacant lands are identified for suitable investment for waste energy or sustainable technology related investment. Partnerships are established created and innovation, technology, 3 partnerships established 3 potential sites and specific potential target industries identified
P a g e 20 Resident & Entrepreneur Relocation Program (5 Year Strategic Plan Reference 5.5) Objective: Facilitate the attraction of new residents, entrepreneurs, and international students to the Comox Valley INVESTigate Comox Valley; Western Canada entrepreneurial relocation & tourism campaign PROGRAM PRIORITY LEVEL: MEDIUM Utilizing the connectivity of the WestJet service via Calgary & Edmonton, and leveraging on the new feeder routes from Western Canada (i.e Winnipeg, Brandon, Saskatoon, Regina, Fort McMurray) support increased promotion of the Comox Valley for entrepreneurial relocation, investment & tourism, in partnership with local residential developers, tourism partners and the Airport, to jointly participate in targeted print, online, radio campaign and awareness building events Increased awareness of the Comox Valley in Western Canada among young families, new skilled young professionals and entrepreneurs, supporting increased investment potential in the region and general regional awareness for tourism # targeted campaigns # of relocation inquires Specific web traffic from western Canadian region. # of campaign partners 2.6 New Immigrant, Skilled Worker & Entrepreneurial Recruitment opportunities PROGRAM PRIORITY LEVEL: MEDIUM Investment opportunities are profiled for new immigrant investor opportunities in the Comox Valley. Market the Valley in conjunction with the Provincial government and other regional and local partners (North Island College) at specific skilled worker, and entrepreneurial and/ or international student tradeshows and events. The Comox Valley receives increased awareness in key foreign target markets (NIC and international student markets; Korea, Taiwan, and Europe) Develop and maintain database of investment opportunities for PNP and other provincial programs # of foreign entrepreneurs who locate to the region Census data on migration in key target groups such as new immigrant s and skilled professionals increases as a percentage of population growth
P a g e 21 Visitor Services Opportunities Program (5 Year Strategic Plan Reference 5.7) Objective: Increase the awareness of the Vancouver Island Visitor Centre programs and services resulting in increases business engagement, visitation and product sales. Comox Valley Visitor Services Opportunities Sales PROGRAM PRIORITY LEVEL: ONGOING Launch 2014-2015 Comox Valley Visitor Services Opportunities Program in early September with advertising opportunities in visitor sales and intercept tools to attract visitors to the Comox Valley and the Vancouver Island Visitor Centre Launch the 2015 Comox Valley Vacation Guide in the early April; consider adding a Top 10 Things to do, similar to the DCV App. Work with the Vancouver Island Visitor Centre to ensure the guide is an effective counselling tool Ensure VIVC marketing systems including racks, screens, poster housing, banner station, resources and sales systems coincide to support new and expanded festival and event tactics and encourage visitors to extend their stay and visit the tourism properties represented Utilize new images from photo contest and industry invite to update Touch Table and exhibits as required to refresh the content available to visitors Consider 2016 Comox Valley Vacation Guide in relation to print guides effectiveness and competing print guides and potential partnerships Create 1-2 themed maps for visitors in partnership with advertisers to market Galleries and Artisans, Farms/Wineries tours. Hard copy maps used by visitor centre, also on website, mobile app, and in Visitor Guide Comox Valley Signage Committee - Welcome Sign Project design completion and construction of the Program allows for cohesive mechanism for tourism industry businesses to engage in the Vancouver Island Visitor Centre services, and create flagship website and Vacation Guide as tools for the VIVC and industry to service visitors New Welcome sign project completed and launched # of businesses engaged Sales targets met # of online and print ads completed Welcome sign installed # of partners recognized
P a g e 22 project and host launch event recognizing the donors and partners Through the operations of the VIVC, track Visitor data, and review findings from VI DMO 2014 survey and budget requirements, with intent to partner in 2015 joint DMO/University of VI research project VIVC visitor data is analysed and provided to industry, and enhanced data is collected in 2015 to support further understanding of visitor demographics and trends Visitor survey partnership and data collection completed
P a g e 23 Focus Area #3 - Economic Development Coordination, Facilitation and Communication The success of CVEDS activities is directly tied to its degree of engagement with partner industries groups and association in the Comox Valley. Communicating the Society s activities and successes, as well as strategic economic activity and highlights is an important activity both to keep partners and stakeholders informed, but also to raise the profile of economic development opportunities in the region. There are also programs under this focus area relating to specific partnerships (i.e. K'ómoks First Nation, 19 Wing Comox) as well as a program involving partnering with residential and ag land owners, possible developers and local governments to facilitate land development. K omoks First Nation Liaison Program (Strategic Plan Reference 6.1) Objective: Support Key Economic Partners such as K omoks First Nation and local landowners in developing new economic opportunities for investment and expansion. First Nations Economic Opportunities Program PROGRAM PRIORITY LEVEL: ONGOING Continue to support First Nations on specific development opportunities. The growth of K omoks First Nation as a leading economic development driver in the Comox Valley in areas of land development, tourism, shellfish aquaculture and seafood processing Demonstrated support of KFN development opportunities
P a g e 24 Communications and Media Relations Program (5 Year Strategic Plan Reference 6.2) Objective: Investors, visitors and potential resident migrants are aware of the Comox Valley as a leading location for livability, relocation and business expansion. CVEDS Stakeholders are aware of the organizations mandate, ongoing activities and areas in which CVEDS can assist. Business & Investment Communication Alerts PROGRAM PRIORITY LEVEL: HIGH While there were significant increases in CVEDS program, project and services communications in 2014, continued emphasis will be applied in 2015 to increased and improve awareness of: 1) regional and municipal business and investment announcements, opportunities and updates, to potential migrant and investors around strategic plan related areas and opportunities 2) CVEDS programs, initiatives and services This includes monthly press releases, online communications including Linked-in, e- newsletters and media outreach and hosting activities, and enhancements to the Invest CV website to allow for easier and more direct access to information and communications from the office. Also includes production of communication tools including online backgrounders, fact sheets and updates to websites Destination & Tourism Communications Alerts PROGRAM PRIORITY LEVEL: HIGH Drive increased awareness around regional tourism and attraction business & product, Signature Series Events to motivate potential visitors to view the website and visit the region. This includes monthly press releases, online communications, e-promos, media outreach and hosting activities. Also includes production of communications tools including online backgrounders, fact sheets and updates to websites Complete and fulfill RFP for an Agency of Record to implement media relations activities Increased awareness of key regional economic development, business and investment announcements, opportunities and initiatives Increased local and regional stakeholder awareness of and participation in CVEDS activities, programs and successes Online materials are readily available that communicate opportunities and announcements Increased earned media exposure generates increased awareness of the regions tourism and investment opportunities, complementing the marketing efforts of the region An Agency of Record leverages drives increased awareness of product in Destination Marketing Program and Arts, Culture and Heritage Program # of social media followers & fans Volume of media coverage # of media visits % of e-newsletter distribution growth # of press releases # of resources posted # of website visits # of social media followers & fans Circulation of media coverage # of media visits # of press releases # of website visits 1 agency of record contract established
P a g e 25 for 2015 and ensure TVI, Destination BC and CTC have up to date, media-ready content on the Comox Valley, supported by online resources Ensure representation at GoMedia, Canada Media Marketplace # of shows attended Land & Development Impact Analysis Program (5 Year Strategic Plan Reference 6.3) Objective: The Economic value and impact of key lands and developments are promoted. Land and Economic Impact Analysis Model PROGRAM PRIORITY LEVEL: HIGH Conduct 10 Economic Impact assessments utilizing a City of Courtenay approved Economic Impact model on subdivision, DP and Rezoning Applications via the referral that will estimate temporary construction impacts, ongoing City of Courtenay Impacts (net annual impact on City finances) and additional property tax and other related revenues for the City or local authorities. Introduce the economic impact model to the Comox Valley Regional District, Town of Comox and Village of Cumberland and build one additional community into the model for 2015. Increased awareness of the economics of developments and investment activities in the Valley occurs at both local government Board and Council levels in a public and transparent way. # of Economic Impact assessments completed # of referrals responded to Respond to DP and Rezoning referrals requests using the Development Impact Model in a transparent and effective manner. Industrial and Employment Lands Strategy PROGRAM PRIORITY LEVEL: LOW The term employment lands refers to properties (both privately and publically owned) with land uses that employ people in a variety of jobs in institutional, industrial, commercial and in other sectors. Strategy includes the following elements; policy context, regional competiveness analysis, An Industrial and Employment Lands Strategy provides key strategies to
P a g e 26 With input from local governments via planning department leads, develop scope of work, budgets, RFP evaluation matric and other materials and requirements to coordinate and manage the completion of an employment lands strategy for the Comox Valley. Areas of focus will include: Regional competitiveness analysis Profile of employment lands Land supply analysis Employment forecasts and employment land demand Policy recommendations Marketing options. profile of employment lands, lands supply analysis, proposed conversions, employment forecast and demand, Long-term Land Needs analysis, and Policy recommendations Specific strategies are developed for target areas including the Bevan Road Industrial Zone and the Airport Lands impact the Comox Valley s ability to attract investment and business # of sub-regional target area strategies developed Economic Profile and Information Program (Strategic Plan Reference 6.4) Objective: Economic information is readily available and utilized in online and other media for CVEDS investment, business start-ups and relocation clients, and ongoing business and economic development partnerships are enhanced with regional provincial national and international delivery partners. Online Resources Maintenance Program PROGRAM PRIORITY LEVEL: ONGOING Implement quarterly sweep and updates to resources sections of Invest and Discover websites to ensure timely, relevant and updated content and resources are provided to stakeholders, businesses, investors and relocation clients Updated and relevant content posted and reviewed in a timely and consistent way # of quarterly reviews # of documents and links updated