YTMP / SMC

Quick Links: Yukon Tourism Marketing Partnership (YTMP) | Senior Marketing Committee (SMC) | SMC Meeting Highlights

In June 2000, the Yukon Tourism Marketing Partnership (YTMP) was born. The YTMP is a conduit for tourism industry professionals to interject their ideas and vision into the programs, initiatives and campaigns designed by the Department of Tourism to position the Yukon as a 4-season destination. This partnership between Government and Industry was the first of its kind in the Yukon.

The original organizational structure of the YTMP included 120 people from all sectors of the tourism industry and all regions of the Yukon sitting on 8 committees and 5 sub-committees. All YTMP committees were lead by an industry co-chair, chosen by TIA Yukon and a Government co-chair chosen by the Department of Tourism Yukon’s Marketing Branch. The five core committees (Research, Product Development, Travel Trade, Communications and Marketing) were made up of seven industry members, two Government members and one Parks Canada representative.

In the selection of the industry members, TIA Yukon endeavoured to include territory wide representation from the arts and heritage communities as well as from the eight tourism sectors. Through quarterly meetings, these committees examined the programs and policies developed by Tourism Yukon’s Marketing Branch and provided industry input. These five core committees were responsible to an Executive committee, comprised of the co-chairs of the standing committees.

Over the past 7 years, the YTMP has reached several important milestones:

Developed the first ever Yukon three-year marketing strategy in cooperation with Tourism Yukon;
Developed the first ever Product Development Strategy;
Approved a significant move towards stronger visual impact and enhanced profile for Yukon destination regions;
Provided recommendations to the Department of Community and Transportation Services for changes to the Sign Regulations and to tourist oriented directional signage;
Designed a training program for all individuals who will be attending consumer shows;
Provided recommendations to and reviewed final draft of Air Access Study.

In December 2002, a review process began. The Executive Director of TIA Yukon, Patti Balsillie, and Director of Marketing for the Department of Tourism, Pierre Germain, began an exhaustive review of YTMP in the hopes of getting it back on track and more effective and efficient than ever.

The results of the review process showed that the YTMP as an organization was too large that need better communications. Members of the YTMP were beginning to feel unsure of their roles and responsibilities and as such began to attend fewer meetings. Other areas for improvement included communication and accountability. Once these problems were identified, TIA Yukon and Tourism & Culture set to work trying to figure out ways to overcome these obstacles.

On the issue of organizational structure, the following recommendations were carried forward:

New organizational chart needs to be smaller with more industry focus;
TIA Yukon together with input from Tourism & Culture will determine membership criteria;
Organizational chart shows priority to industry taking the lead contributing relevant skills from members;
Organizational chart will show one government representative as co-chair on the Senior Marketing Committee (Government resource people may be included as would be TIA Yukon’s Executive Director in resource/advisor capacity);
YTMP group is smaller, communications processes improved, and Terms of Reference are simplified; and
New Terms of Reference-one committee with function for role management of partnership.

Senior Marketing Committee

The Yukon Tourism Marketing Partnership of today (2008) is represented by the Senior Marketing Committee (SMC). The committee members are appointed from industry based on marketing experience and skills related to Tourism. They are tasked with making recommendations on behalf of industry to the Department of Tourism & Culture on tourism strategies and plans regarding marketing, product development, research and budgets; and to report to the Tourism Industry Association of the Yukon (TIA Yukon) Chair. Their crucial role provides the link between industry and government as both entities continue in this partnership to work towards successful, sustainable tourism in the Yukon.

In addition to SMC scheduled meetings throughout the year the committee has also participated in a Strategic Planning Retreat for the last two years, providing an opportunity for members to brainstorm ideas and engage in dynamic planning for the future of tourism marketing for the Territory.

Senior Marketing Committee Members:

Industry
Neil Hartling (Chair) - Nahanni River Adventures
Rod Taylor - Uncommon Journeys
Noel DeChambeau - Holland America Line Inc.
Stephen Reynolds - Yukon Quest International
Robin Anderson - Latitude Destination Marketing
Patricia Cunning - MacBride Museum
Mark Beese - What's Up Yukon Magazine
Bill Holmes - Klondike Visitors Association
Torsten Eder - Northern Tales Travel Services Inc.
Deb Ryan - Air North, Yukon’s Airline

Yukon Government
Pierre Germain - Tourism Branch Director, Tourism & Culture

TIA Yukon
Patti Balsillie - CAE, Chief Executive Officer, TIA Yukon

SMC Meeting Highlights
Highlights: September 22, 2005 - February 5, 2008 (45KB PDF)