TIA Yukon Round Up
Product Development
Discussion
Oct. 29, 2009
Yukon Beringia Centre
Panel: Ron Daub, Craig Hougen,
Wanda Leaf, Rick Thompson, Art Webster, Patricia Cunning, Rod Taylor,
Dee Enright
Rod did brief intro. Dee introduced
all panel members and asked:
- What/why are you interested in product
development?
Rod Taylor (Uncommon Journeys)
- what is frightening is the fragility
of the industry
- is the cart before the horse?
We need more product, iconic product
- we are getting into the maturity phase
of business cycle
Is there an issue with product?
MacBride, approximately 20k visitors,
now from 14 K – have to invest in product, have a hard time opening
minds that we do need to improve product. Things we can do that
are not so capital intensive.
Wanda Leaf (Leaf Marketing)
Convention visitors always ask for FN
culture and gold rush from MCIT. Willing to forgive us not being
as sophisticated but they want to experience something special/unique
about Yukon.
Rich Thompson (Northern Vision Development
Corp.)
Product always has room for improvement.
Guest experience happens from the moment they leave their house.
Hear more complaints on quality of people, product etc…..
Art Webster (Northend Gallery)
Competition should raise the bar for
everyone
- What role should public money play
in product development?
Ron Daub (Bear Cave Mountain)
Critical mass – all starting own businesses
and all doing all jobs. We are setting ourselves up for failure
if trying to sell meat and potatoes to high end visitor who is expecting
other experience. (accommodation/food/experience) Believe
we should be marketing Yukon as a whole but need to decide on quality
of product in order to make us sustainable. Africa example –
we can’t do it for that cost because we don’t have critical mass.
Craig Hougen (Mt. Sima)
Sima – looking at building an adventure
park, popular and profitable – could be an iconic product but will
need public money , approx 440k to 1 million. Goal – to create
a reason for visitor to stay longer, don’t want public money but no
one is stepping forward so why not access federal money? Understand
customer and build iconic product. Build if public money and find
private to take it.
Rich Thomspon (Northern Vision Development
Corp.)
Is worried that this is a slippery slope.
Private sector does work markets but giving money to provide un-level
playing field is dangerous.
Government can provide support and will
probably have to open minds to this idea.
Mayor Buckway (City of Whitehorse)
What do we know about ourselves?
What makes us go to a destination?
Dave Millar (Gold Bottom Tours)
Impressed by panel – know that government
money will be involved but happy that people have reservations about
it. What should we be – find out what market wants then give
them what they want.
Antoinette (Volare by Antoinette)
Yukoners don’t necessarily have an
understanding of what is available outside of Yukon.
Art Webster (Northend Gallery)
Yukon is a special case. Great
River Tourney – iconic product. Has had 1.5 million in grants,
we know it will be years before return, haven’t heard any protests?
Krista Prochazka (Yukon Wildlife Preserve)
Wildlife Preserve wants to be more independent
but can’t break free of perception of being a NGO
Mark Stenzig (Up North Adventures)
Yukon has great product already, understanding
customer and perceptibility value. Not everyone is looking for
a high-end product.
Greg Merideth
Government should be involved in economic
development. Mining asks for investment from government, art/tourism
doesn’t – it is an investment in the future.
Wendy Morrison (Yukon Quest)
2 markets – not everyone comes to see
a product. They come to see a lifestyle too.
- Is there money for a
different type of product? Ton’s of money to do studies
but how do we make these things happen?
Yukon Business Development Program –
Bob Baxter (Yukon Brewing Co.)
Identified gaps – program brokered
us with people who could help grow our business, valuable advice.
Rod Taylor (Uncommon Journeys)
However money is spent – it needs to
be strategic. For example no commercial tourism land policy for
waterfront or FN friends. Lots of ways to strategically expand
funds – it doesn’t have to be money directly into businesses.
Rich Thompson (Northern Vision Development
Corp.)
If operators are profitable – they
will reinvest and grow their product. TCMF is an excellent vehicle
to flow money to private sector.
Ron Daub (Bear Cave Mountain)
Agree with Rich. Question to Holland
America Line – what do you want?
Steve Leonard (Holland America Line)
Government doesn’t spend money well.
Case in point is Beringia Center. Customers are asking for FN
experiences, problem is there are no takers.
Patricia Cunning (MacBride Museum)
No one comes to YT to visit MacBride
but while they are here they visit MacBride. What is our icon?
Teresa Earle (Teresa Earle Consulting)
Non-direct funding – beer involvement
in industry. What about the process – not about the money but
being accountable, etc.
Garry Umbrich (Hotsprings Valley Retreat)
Government needs to focus on tourism
strategically – African example – knew assets and knew they had
to work together.
Ron Daub (Bear Cave Mountain)
Lacking certainty
Yukon = New Africa
- Is
Tourism is a strategic industry? Are we really?
Patricia Cunning (MacBride Museum)
7 years – one product completed on
waterfront
Rich Thompson (Northern Vision Development
Corp.)
Dee’s statement is correct – this
is the question that needs to be answered
Steve Leonard (Holland America Line)
Icons are gone and not being replaced
Rod Taylor (Uncommon Journeys)
If we were the premier would we fund
tourism the same way that we fund mining?
We are the largest private sector employer
in YT and that equals votes therefore we need the data and prove the
ROI develops business case
What do you want TIA to do next?
Should TIA get involved in product development? Grass roots?
30,000 ? level – SMC?
Mark Stenzig (Up North Adventures)
What do we mean with product development?
Want to focus on existing businesses
Rod Taylor (general discussion all involved)
Does it make sense to [it $100,000 to
expertise? Accounting/risk management etc. to help operators?
What help for operators to implement plans in the end? Sector
mentor idea. Need to identify market security.
Instead of bringing people in – send
people out to learn
Hard to get funding for small businesses
Industry could set the criteria, but
this is a radical departure from what we are doing
Do more for operators, or stay at 30,000
ft. level - does it have to be both?
Act on bus plan work – Nodal development
act on opportunities and needs identified. Encourage all members
to look at business planning documents.