Spectacular Sand, Sea and Marsh Lands

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• Spectacular Sand, Sea and Marsh Lands
• Des vues spectaculaires de sable, de la mer et
  des marais
• New Brunswicks Greater Southeast Region
• A Strategic Tourism Plan
• Stratégie de développement touristique
• de la région du grand sud-est du N.-B.
• Stakeholder Session 1
• February 2009
• Tourism Synergy Ltd.

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Agenda

• Inventory Highlights
• SWOT Analysis
• Regional Themes
• Next Steps in the Process

Plan de présentation

• Survol de linventaire
• Analyse FFPM
• Thèmes régionaux
• Prochaines étapes

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Overall Purpose of Proposed Project Survol du
mandat - projet proposé

• To devise a destination development strategy that
• positions NBs Greater South East Region as a
  strong
• regional tourist destination by focusing on
  building
• A cluster of unique and appealing multi-season
  tourism products and experiences.
• Strong positioning and coordinated marketing to
  reach key target markets.
• Effective implementation capacity with strong
  industry leaders and partners.

• De préparer une stratégie de développement
  touristique qui positionnera la grande région du
  sud-est comme une destination touristique
  régionale forte par lentremise de
• Regroupement de produits et dexpériences uniques
  avec une programmation multi-saisons
• Positionnement fort avec une approche de
  marketing bien coordonnée afin de rejoindre les
  marchés-cibles visés
• Capacité dimplantation efficace avec
  limplication des leaders et des partenaires de
  lindustrie touristique.

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Strategic Approach Approche stratégique

• Phase 1 Situation Analysis / Analyse de la
  situation
• (including Tourism Product/Experience Inventory
  and Analysis)
• (Incluant linventaire et lanalyse de produits
  et dexpériences touristiques)
• Phase 2 Market Identification and Analysis /
• Identification et analyse de marchés
• Phase 3 Product/Market Match /
• Priorisation des produits et marchés
• Phase 4 Market Positioning and Strategy /
• Positionnement et stratégie de marketing
• Phase 5 Organization, Coordination, Leadership
  Partnerships and Implementation Plan /
• Organisation, coordination, leadership
  partenariats et plan de mise en oeuvre

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The Arts artist run centres, artist
studios, commercial art craft galleries, arts
instruction classes retreats, literary arts
events festivals, media arts events
festivals, multi-disciplinary arts events
festivals, performing arts events festivals,
public art, public art galleries, visual arts
events festivals
Human Heritage aboriginal heritage
experiences, archaeological sites, architecture,
archives, cultural and historic districts,
customs folklore, heritage events festivals,
historic homes, historic sites, human history
museums, libraries monuments, living history
sites, religious traditions

Ag/Fishery Industrial Heritage ag/fishery
festivals, ag/fishery museums, artisanal food
processors, artisanal product manufacturers,
factory tours, farmers/fishers markets,
industrial festivals, industrial museums, open
farms and orchards
Natural History decorative gardens, natural
history festivals, natural history museums,
natural history phenomena, nature interpretation
centres, nature trails, scenic landscapes and
vistas, unique flora and fauna
Cuisine beverage events festivals,
culinary/cooking classes retreats, culinary
events festivals, dining experiences,
local/regional beverages cuisines
THE INVENTORY
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THE INVENTORY Linventaire

• LEAD ? icons. (Produits dappel)
• Well developed, High quality
• Well interpreted, A wow factor (usually)
• SUPPORTING (Produits dappui)
• Less developed than lead
• Good or acceptable quality, interpretation,
  services
• SUSTAINING? tiny jewels (bijoux locaux)
• Limited in size, scope (More local)
• Sometimes diamonds in the rough
• UNDEVELOPED (sous-exploité)
• Waiting to be developed ? latent resources)

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LEAD ? icons (Produits dappel)

• Natural
• Kouchibouguac
• La Dune de Bouctouche
• Cape Jourimain
• Sackville Waterfowl Park
• Parlee Beach Provincial Park
• The Arts
• La Pays de La Sagouine

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LEAD ? icons (Produits dappel)

• Human Heritage
• La Savonnerie Olivier
• Fort Beausejour Archeological Experience
• Pointe-du-Chêne Wharf
• Mount Allison (conferences)
• Memramcook Resort and Institute (Spa Golf)
• Giant Lobster and Rotary Park
• Agriculture, Fishery, Industrial Heritage
• Shediac Lobster Festival

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Supporting (Produits dappui)

• Natural
• Bouctouche Irving Properties (Arboretum,
  Monument, Chapel)
• Bouctouche Rotary Park VIC
• Murray Beach Provincial Park
• Parc et plage de lAboiteau
• Wildlife viewing (bears, birds, seals)
• Agriculture, Fishery, Industrial Heritage
• Shediac Bay Cruises
• Belliveau Orchards (Economusée)
• Wineries (Maury, Belliveau, Boudreau, Winegarden
  Estate)
• Seawind Buffalo Ranch
• Cape Cocagne Port Authority
• La Causerie Sugar Bush (Ste-Marie)
• Ste-Marie Agricultural Fair

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Supporting (Produits dappui)

• The Arts
• Sappy Fest ()
• Live Bait Theatre
• Owens Art Gallery ()
• Artist Studio Tours, Arts Festivals (esp.
  Sackville)
• Memramcook Cultural Community Theatre
• Grande Voile Summer Theatre (Shediac)
• Human Heritage
• Hudson Oddities (Economusee)
• Bonar Law Historic Site ()
• Marinas (Shediac, Bouctouche, Richibucto)
• Campbell Carriage Factory Museum
• Monument Lefebvre National Historic Site
• Dorchester Keillor House, Bell Inn Provincial
  Historical Site,
• St. James Church Textile Museum.
• Pascal Poirier Historical House
• La Chapelle du Grand Barachois

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Sustaining tiny jewels (bijoux locaux)

• Natural
• Community parks, recreation areas
• Itineraries and Self-guided Tours (esp.
  Sackville)
• Tantramar Wetlands Centre
• Johnsons Mills Birding Site
• Golf Courses
• Jardine Park
• Agriculture, Fishery, Industrial Heritage
• Fish Markets ()
• Farmers Markets, U-picks, Local Products
  (produits du terroir)
• Wharves/Quais (e.g. Pointe Sapin, St. Thomas,
  Côte Ste. Anne, Richibucto, Cap St. Louis)
• Scallop Festival (Richibucto) Mollusk Festival
  (Bouctouche)
• The Arts
• Small Art Galleries and Local Artisans (many )
  (e.g. Woodchuck, The Craft Gallery, Fog Forest
  Gallery, Heron, Bouctouche)

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Sustaining tiny jewels (bijoux locaux)

• Human Heritage
• Community Museums and Local Historic Sites
• (Kent Museum, Rogersville Assumption Monument,
  Grotte de St. Louis, Grand Digue Pioneers Museum,
  Louis J. Robichaud Monument, Colville House,
  Sackville Harness Shop, Boulton House Heritage
  Centre, Monroe Heritage Center)
• Chapelle Beaumont
• Beaubassin Fort Lawrence National Historic
  Sites
• Aboriginal Pow Wows, Community Acadian
  Celebrations

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Undeveloped (sous-exploité)

• Natural
• Trails (linking and mapping Sentier de
  lÉtoile)
• Marsh access
• Shediac Island Nature Park
• Quarry Stoneworks Interpretation Centre (Shediac)
• Agriculture, Fishery, Industrial Heritage
• Cranberries Lac Després (Rogersville)
• The Wharves (others ? Wharf Project
  Activities)
• Herring Smoke Houses (Cape Pele)
• Fish Market Linkages - Agritourism Linkages
• The Arts
• Richibucto First Nations Chief Portraits Art
  Exhibit and Arts Crafts Centre
• Banner Festival (Richiboucto)
• Poetry on Poles (Sackville) Artist Benches ()
• Les Hookeuses du bordelo (demonstrations,
  exhibitions)
• Human Heritage
• Rexton Tall Ship Interp. Centre
• St. Louis Acadian Flag Interp. Centre
• Memramcook Ecomuseum Concept

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Festivals Events (festivals évènements)

• Most are Sustaining ? At the local level.
• Listings in
• Activities and Events Guide (Tantramar Tourism
  Association)
• Shediac Guide
• Sackville Guide
• Kent Region Map (some events)
• Pays de la Sagouine and Bouctouche Guide
• Kouchibouguac Guide
• Museum Zone Brochures
• Community brochures/flyers
• Central Information Source?

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Accommodations (hébergement)

• Kent Region
• Fixed Roof 39 Operators, 267 Units
• Campgrounds 14 Operators, 951 Units
• Shediac Area
• Fixed Roof 29 Operators, 229 Units
• Campgrounds 13 Operators, 2,256 Units
• Sackville, Dorchester Memramcook Area
• Fixed Roof 11 Operators, 170 Units (Mem 55)
• Campgrounds ?
• Port Elgin-Cape Tormentine, Shemogue Area
• Fixed Roof 10 Operators, 102 Units
• Campgrounds 2 Operators, 720 Sites (Sandy
  Beach 605)
• Fixed Roof Most are 2.5 to 3.5 (Approx. 13
  are 4-4.5)
• Campgrounds Approx. 50 Seasonal Sites

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Accommodations 2008 Occupancy
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SWOT (strengths, weaknesses, opportunities,
threats) FFPM (forces, faiblesses, menaces,
possibilités)

• Strengths
• Gateway from Nova Scotia and PEI
• Long tourism tradition (esp. Shediac)
• Strongest beach destination in NB.
• Rich history throughout the area, including
  Acadian culture
• Top tourism products in NB (Dune, Kouchibouguac,
  Pays de la Sagouine, Parlee Beach, Cape
  Jourimain, Sackville Waterfowl Park)
• Diverse Natural Wonders and ecotourism products
  (Kouchibouguac, Cape Jourimain, Bouctouche Dune,
  River Systems, Marshes,Sackville Waterfowl Park,
  Sandpiper Festival)
• Rich agricultural and seafood/fisheries region.
• Economuseums (Soapery, Belliveau Orchards, Hudson
  Oddities) experiential product and promotion)
• Strong visual and performing arts, artisans.
• Near a major urban centre.

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SWOT (strengths, weaknesses, opportunities,
threats) FFPM (forces, faiblesses, menaces,
possibilités)

• Strengths
• Some communities and operators are already
  partnering many are working with Moncton Go
  Moncton
• A move toward more collaboration Strong tourism
  associations and groups (Kent Region Tourism
  Association, Tantramar Tourism Association,
  Sackville Tourism Advisory group Tri-community
  tourism project Rexton, Richbucto and St. Louis)
  
• Many products are free (perceived value) Dune,
  trails, wharves, Owens Art Gallery, lectures,
  artist talks, music in the park.

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SWOT (strengths, weaknesses, opportunities,
threats) FFPM (forces, faiblesses, menaces,
possibilités)

• Weaknesses
• Some communities are perceived (by operators) not
  to be on the radar.
• Signage directional and information (Hwy 15
  11) an issue.
• Some tired products (accommodations and cuisine).
• Lack of experiential products (hands on, things
  to do, touch, see, smell, taste).
• Culinary experiences not highlighted or linked.
• Region perceived as mainly a summer destination.
• Lack of money for marketing or product
  development.
• Operators are struggling.

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SWOT (strengths, weaknesses, opportunities,
threats) FFPM (forces, faiblesses, menaces,
possibilités)

• Opportunities
• To tell the story, linking history and heritage
  linking the entire Region (e.g. Acadian linkages,
  farming, fisheries, transportation)
• Acadian product in SE NB is more attractive and
  accessible to Regional markets (NS, PEI, rest of
  NB) compared to Northern NB.
• Diversity/range of beach product (Discovery,
  Swimming)
• Agritourism movement (experiential, Farmers
  markets (3 Sackville, Bouctouche, Shediac
  Rogersville ocean spray) ? potential to tie into
  cuisine
• Linkages ? agritourism and the arts.
• Trans Canada and NB Trails links and mapping.
• Develop touring routes and itineraries.
• Link Marinas and wharves (activities events)

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SWOT (strengths, weaknesses, opportunities,
threats) FFPM (forces, faiblesses, menaces,
possibilités)

• Threats
• Declining tourism numbers
• Economic outlook
• People wary of working together (history)
• Because things are free little perceived value ?
• Operators have limited resources to upgrade
• Labour shortages (esp. during off season)
• Training for tourism staff

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The Broad Challenge Le principal défi
Acadian Coastal Drive
To create a unique and dynamic tourism
destination with strong experiential products and
effective marketing and positioning that can
transcend administrative borders to reach target
markets. De créer une destination touristique
unique et dynamique possédant des produits
expérientiels forts tout en effectuant du
marketing efficace et un positionnement qui
dépassent les frontières administratives et qui
rejoignent les marchés-cibles.
Fundy Coastal Drive
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Coordination Challenges Défis de coordination

• In coming together as a Broad Region comme
  grande région
• Greater Southeast Region is a large area with
  ill-defined borders
• (e.g. Fundy and Acadian Drives add to the
  confusion ? then another layer Fundy Biosphere)
• Language barriers (communication, translation
  costs).
• Lack of communication across communities.
• Varying levels of community capacity to develop
  tourism.
• A coordinating mechanism for the strategy.
• Resources to implement the strategy (financial,
  material, HR)
• Management of volunteer resources (operators).

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Regional Theming Exercise Exercice sur les
thèmes régionaux

• Working individually, please write a sentence
  with 5 relevant words that describe the Greater
  Southeast NB Region.
• Working in groups of 5 regroup the words that are
  similar and write these on the flipchart.
•  
• 3. Rank the top 3-4 groups of words.

• De façon individuelle, écrivez une phrase avec 5
  mots pertinents qui décrivent la région du grand
  sud-est du N.-B.
• En travaillant dans des groupes de cinq,
  regroupez les mots qui sont semblables et les
  écrire sur le flip chart.
•  3. Prioriser les thèmes en ordre dimportance
  (3-4 groupes de mots).

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Next Steps

• Timeline
• Feb 20-Mar 20 Phases 2, 3, 4
• Mar 24,25,26 Stakeholder Session 2 (x3)
• End March Phase 5
• Early April Presentation to Steering
• Committee Feedback
• End April Submit final plan

• Échéancier
• Fin février Rencontre du comité
• Fév 20 - Mar 20 Phases 2, 3, 4
• Mar 24,25,26 Session de consultation 2 (x3)
• Fin mars Phase 5
• Début avril Présentation au comité
• Feedback
• Fin avril Soumission du rapport final