1. What is the most critical thing that affects your business?
    
2. What sort of tourism identity/personality/image does Revelstoke currently portray?
    
3. What 3 words would you like a guest to describe their experience in Revelstoke in 5 years? Use words that differentiate tourism in Revelstoke.
    
4. Where does the majority of your tourism business come from?
    
5. What are the most significant challenges that Revelstoke has to overcome to grow the tourism industry?
    
6. What tourism growth markets (hiking, climbing, mountain biking, golf?) is Revelstoke ideally suited for? Which two have the strongest shorter term potential? What about mid term?
    
7. Should we be trying to attract tourism investment into Revelstoke? If so, what type of tourism investment? How should we do it? What are some innovative ways?
    
8. What could the city do to better promote tourism development? What about the Tourism co-coordinator’s office? (educational, promotional, information assistance)
    
9. Please comment on the physical image/look of the community. How could it be improved? Signage?
    
10. What role do you see the private sector taking in tourism development?  (coop/promotional, physical, financial)
     
11. What are the “unique to Revelstoke” tourism messages we need to get out that will attract guests and grow the following markets? What product or service is missing to grow each of these markets?
     
12. Who are the biggest competitive jurisdictions that seem to do better at tourism attraction than Revelstoke? Why?
     
13. Should Revelstoke be pursuing regional tourism packaging and joint marketing campaigns?
     
14. Other comments…suggestions…anything else you think should receive special attention?

While the global economy affects all businesses, the lack of a destination tourism brand to ensure tourists view Revelstoke as more than a stopover point along the way, is critical to the success of Revelstoke tourism and the attraction of international tourism investment.

• the town is not progressing…too much old school thinking…no vision
• getting all the businesses in town behind the tourism strategy
• Revelstoke must be a destination for tourists
• attitude and service…how do I run a 4 star resort with 2 star staff…work ethic isn’t in many of the younger people
• we need to get the drive by tourist to stop
• the town center is only 2 blocks long…we should extend it a block
• global market conditions
• there just aren’t enough tourists in Revelstoke
• mother nature…we are weather dependent
• government policy on back country land use
• lack of adequate number of guests in the summer….the pie is not big enough…we need more tourists to survive
• my web presence…on line bookings…..now that I am triple A I get 70% of my bookings over the web
• most tourists don’t plan to come to Revelstoke…they just happen upon it
• the economy determines my business…we have 72% repeat customers
• income level of my potential customers so the general economy affects my business
• the level of personalized service and the quality of guiding
• my attitude…energy and knowledge
• the lack of progress on the ski area development….need city support to pressure the lands department…
• lack of budget to develop effective strategies
• I don’t really understand marketing

Revelstoke’s tourism identity is one of a small, beautiful mountain village with unlimited outdoor adventure opportunities to those who have discovered the city. Because of limited marketing, the true Revelstoke identity is not well known.

• it portrays a small European mountain town
• if tourists find us they think we are an authentic Canadian mountain community…an alpine village
• it is not Banff and we never want it to be
• we have no summer identity
• the key is getting the message out
• very friendly store keepers…a pretty town
• Valemount vs Revelstoke…we win but we need to get the word out
• surrounded by National Parks…Mt Revelstoke…Glacier National Park…over 300 glaciers
• adventure alpine tourism
• mountain access is very good…right off the highway
• international snowmobiling recognition
• snow sports
• what a nice quaint community that is conscious of its heritage…clean…beautiful…historical downtown...village
• a fuel stop on the way to Banff
• small outdoor town .
• totally accessible outdoor winter adventure…5 mins from the TCH…5 mins from your hotel…5 mins to 50 feet of powder
• very safe backcountry snow…low avalanche danger
• using the words “Highway to Opportunity” is very bad for tourism
• clean water…clean air
• world’s largest untouched backcountry playground
• an alpine adventure village
• western gateway to the Rockies

Revelstoke’s tourism brand should be as an historical, alpine village with very strong positioning lines for each winter and summer activity that clearly differentiates Revelstoke from its competitors. This positioning is critical to differentiate Revelstoke as a tourism destination along the Trans Canada Highway.

• alive mountain paradise
• revved on Revelstoke
• thrilling outdoor recreation
• “wow” what a holiday
• authentic heritage town
• exclusive mountain resort
• you can do everything in Revelstoke you can do in Banff
• unique…charming...historical…it is a combination of elements
• personal touch of a smaller city
• friendliest place on the Trans Canada
• very unique mountain village…the alpine village of Revelstoke
• pampered…level of service beyond anywhere else
• let’s move here…incredible….everything I want is here
• wilderness…solitude …quiet
• unspoiled natural surroundings
• sun…snow …rock
• diverse…wilderness…friendly
• restored homes….adventure…history…wild flowers galore
• pristine…undiscovered….hospitality…magnificent
• rustic backcountry with pampering

Depending on the season, the primary markets are Western Canada, Western US, and specific European countries.

• regional…BC/Alberta/Sask/Washington
• national, Other US, Offshore
• European (Swiss….German…British…Dutch)…30% in the summer
• American ( Pacific Northwest…Colorado…Utah)
• Western Canada ( BC Alberta)…50% Canadian in the winter and the summer
• some Asian…Taiwanese bus tours stop on their way to Banff or Vancouver
• Americans– 60%… Europe…Japan for heli skiing (CMH)
• Americans – 65%….Europeans – 30% (SME)
• Western Canada – 65%….Europeans – 30% ( Apex)

The most significant challenge the City has is to convince the community that tourism has been identified as the leading growth sector of the economy in the future. The lack of a dedicated tourism office, teamwork amongst the tourism operators, and a true understanding of high quality service are areas that must be focused on in order to grow the industry to a point where international tourism investment will be interested in locating in Revelstoke.

• the level of service and amenities to the tourist needs to come up significantly …I’m not sure many people in town even know how high the service and amenity bar needs to be
• people need to experience Revelstoke to get it and then they come back…my message to the tourism folks is let’s get into high gear and get the word out about our town
• the entire community needs to get behind tourism…from the gas station guy to the Mayor….in Fernie the whole community has bought in to tourism
• we need a tourism brand…who are we anyways…we are not positioned from a marketing perspective
• there isn’t any tourism development...the Chamber doesn’t do anything
• we need internal team building…everyone is so secretive…we must work together to get more tourists interested in Revelstoke….we need professional co-operation and we don’t have it
• focus on tourism and stop talking about the industrial solution that will save Revelstoke
• we don’t understand marketing Revelstoke to the outside world
• there is a distinct lack of vision within the old boy’s network.. I actually think they want to see Revelstoke stay the same and they are dreaming of a new mill coming to town…it isn’t going to happen • quality staffing issues is a very big problem…service training has to happen
• we don’t work together…there is no teamwork
• we don’t understand how pathetically behind we are in terms of customer service
• we are resting on our laurels…the downtown core is dying…we need street theatre…ghost tours…mystery theatre plots around railway stories
• we must instill the value of tourism as a community and value tourism jobs…a logging truck driver starts at $15 an hour and tourism pays lower than that
• Revelstoke is not on the international map at all…we have no marketing plan for a city that relies on tourism
• the city is divided on focus…trees and tourism…this is not good
• the city must keep the industry out of the site of tourists as much as possible…they just gave out the last piece of flat land to a gravel company
• Revelstoke is not a destination in the summer…it is a surprise…the accidental tourist find us
• for winter tourism we are a destination …we just need more tourists to know about us
• we are not customer focused…we are focused on ourselves and talking about the other guy
• we need to work much harder at letting tourists know what our value is
• we have a lack of community pride…a lack of a community profile
• people are very narrow minded and self centered…if we all worked together we could have an even more amazing town
• the lack of progress and stalling on the ski hill development…just make it happen….we are losing more and more in the tourism game each year without it
• there are too many business people who have an industrial/forestry/railway mindset and that’s all they know….they don’t understand the new economy and tourism is part of the new economy
• entry level tourism jobs are minimum wage/seasonal with no benefits…we need to change the profile
• Grizzly Plaza needs to be a walking plaza for 2 blocks for the summer
• the biggest problem we have is the concept of forestry…there are no more magical industrial solutions
• no more reports…let’s just do it…we have an inability to execute good suggestions
• the biggest thing is we don’t get along…I think people are primed to work together but we need a very strong leader….we can’t have tourism and the chamber being the same person
• there seems to be a suspicion as to what motivates people…everyone blames everyone else for the lack of business
• I don’t think we need to focus on tourism…we need to go after secondary wood manufacturing like pre-fab houses…fibre optics….community energy
• the government threatens our access to the back country
• pulling people off the highway…getting them to realize Revelstoke is here….the hook
• the mentality of the public and city officials…many tourism operators are very successful because of their hard work, marketing and business skills not just because of where Revelstoke is
• we must support the local entrepreneurs for the first few years
•  educate the community that tourism is a clean industry they should learn about

Revelstoke is ideally suited for increased development of the destination summer market and a segmentation into extreme and family activities. Hiking trails from town, mountain biking trails, mountaineering, rock climbing and golf should receive focus. Winter activities are well represented and it was felt that minimal emphasis should be placed on snowmobiling as it is dong very well. Cross country skiing should receive more emphasis due to the high quality of Mt. McPherson trails.

• Mt. Begbie climbing bluffs…they are the best
• Mt. McPherson bio diversity trails…excellent cross country skiing
• segment the inventory into family things to do and extreme things to do
• great potential for fishing
• focus on the day traffic and get them to stop
• we must go for general tourism development and not be sport specific…there is too much emphasis on snowmobiling
• make Revelstoke a summer destination…that’s when all the cars drive by
• the golf market is huge but the golf course doesn’t want business…the old boy’s network runs the golf course and they want to protect the golf course for themselves….they won’t offer deep enough discounts for tour operators to put together packages
• we need multi activity for families
• we must develop the non-mechanical tourism products or we will ruin what we have over the long term…pristine…beauty…quiet
• tourism packages need to be developed that people can do from the town to support the local businesses
• we need community buy in….tourism is a valuable industry …the City need to dig in and get committed
• hiking is a natural…we need more “round trip” trails from town
• mountaineering and climbing needs development
• boomers want medium adventure with all the creature comforts
• a 4 days of fresh air package
• we should be selling exclusive skiing…sell to the high end
• snowmobiling is a $5M market and we have fabulous trails, snow and backcountry
• all aspects of summer hiking should be packaged and marketed
• Mike Wiegele moves 100 people a day…why can’t we…
• golf….spas
• promoting the name of the National Park
• the only people who stay for a few days are the Europeans…they read and know about the area…we need to target the drive by market
• we are not hitchhiking on the fact that we have name recognition with Mt. Revelstoke Park and that you can drive to 6,000 feet
• heli skiing…snowmobiling etc don’t need any more development…we need to develop our summer markets and all the activities should be developed equally
• cross country skiing
• the ski hill does not have to be a mega project
• our cultural products could be expanded
• the Dam area…water products for the lake
• mountain biking could be huge
• golf is a huge market but we need to package and promote it

It was generally felt that Revelstoke needed to significantly develop its existing tourism potential to reach a critical mass before international investors would be interested in bringing their tourism products to Revelstoke. Consistent, strong marketing programs are required to raise the awareness level of the tourism opportunities in Revelstoke.

• we need to market adventure…scenery and history
• it is a chicken and egg…investors will come when there is a critical mass…it is all part of a bigger picture …there is no magic wand to get someone to invest…it is just hard work building Revelstoke as a tourism destination
• it would be fabulous if more tourism investment came into Revelstoke but we don’t have a big enough tourism industry to attract more businesses…we need to make the existing businesses bigger
• this place has not fulfilled anywhere near its potential
• don’t waste precious budget on trying to get tourism investors to come to Revelstoke until we have a more recognized tourism brand
• we don’t need anymore accommodation or restaurants
• we need to really sell “the Alpine Village of Revelstoke” with all associated alpine opportunities….we don’t position in the middle of the Monashees, Selkirks and Purcells…great mountain ranges…if more investors knew
• maybe they would come
• Summit Tours lost their business because they needed help “over the hill” and the community didn’t support them…they needed advance bookings
• here should be a place on the city web for a tourist to book with the small operators…
• people keep talking about outdoor adventure races but they don’t bring in revenue to the city…but they do bring recognition
• we have the potential for lots of investment in Revelstoke…we just need to refine and improve everything we do in the tourism sector to get investors interested…we need to create proper high end products…more quality lodges
• people are too impatient…they want the quick fixes...the Tourism Advisory Committee is a joke
• the building blocks are here…we just need to work harder at raising the bar and telling the world about what we have
• the operators need help in marketing…they don’t understand what it takes to get and keep business year after year
• we need to make the potential investor feel they can do business here…we must bend over backwards with assisting them with “red tape”…stop stonewalling them with government policies…we are competing with the world…
• I think there were many issues that went around us losing the Musical Museum immigrant…could Revelstoke have helped more…
• continue to grow our base tourism and the investment will follow
• Revelstoke just needs exposure…we are surrounded by fabulous opportunities…if the world knows the potential the right investment will follow… we need to build up our beautiful lifestyle and the investors will come…there isn’t any magic quick fix…it is up to us

In order to better promote tourism, the city must open a dedicated tourism office with high profile staff, develop a differentiated tourism brand, assist with a budget to develop and market tourism, implement a strong tourism marketing plan and show unlimited support for tourism opportunities.

• the city should open an entrepreneurs office and fast track permits etc…help the businessman …don’t let them get discouraged in red tape
• you can’t have one person in charge of the Chamber and Tourism…it sends the wrong message….are we committed to tourism or not?
• tourism needs to be staffed with high profile people and made more prominent in the town
• stop paying lip service to tourism
• we need a dedicated tourism bureau…not run off the corner of the Chamber’s desk
• we must have a Tourism Opportunity Office that highlights the trends in Revelstoke tourism…investors and entrepreneurs will find their way to this office if they are told about it on the web etc
• can’t have the tourism person from the Chamber…as long as there is a strong downtown business association there will be weak tourism
• we need to educate ourselves as to everything that is going on in tourism in our city…the city could facilitate an “Open House” for all the tourism operators to talk about what they do…we need to change our attitude and reward success….the city could facilitate an Awards Program for small achievements…we must support one another is Revelstoke is to be successful
• we need a year long high profile tourism kiosk on the highway…especially during winter
• the city is working very hard but they just have to keep at it…hit every market with awareness and knowledge about Revelstoke
• where is the tourism marketing plan…we don’t even know where we are headed
• our city council is not aggressive…they are so ho hum about everything…meanwhile our city is dying
• stronger brochures and don’t sell the maps
• tourism office hours are ridiculous…tourists come in to town from 4-8pm and many of our businesses are closed
• we need a much more dynamic website…we need to give day by day itineraries…something the potential tourist can visualize…our web site is just an information dump
• the city needs to attend all the big trade shows…Rendevous…ITV…Spotlight Canada
• we really don’t have a focus on tourism development in the city
• we need to get out there and tell our story
• the City needs to create the tourist “destination” brand and then market it…a few brochures isn’t good enough
• the City could facilitate the “factions working together”…they need to help people focus on the big picture of putting Revelstoke on the international map • the city needs to assist us by converting our tourists from “stopovers” to destination tourists
• I think the city is doing a good job but we need more international marketing…why can’t we get DMO status ( destination marketing organization)…why do we have to be ruled by Tourism BC
• the city could offer some bridge financing for the first year for new businesses
• the tourism Advisory Committee is a bit of a joke and the budget of $30,000 isn’t enough to make a dint in tourism marketing
• allocate funds and support a strong product focus...don’t give a bit to everyone…concentrate in one product area for 2 years and then move to another…
• the city needs to advertise and have a consistent tourism identity
• tourism needs to publish a newsletter…what are you up to Thom?
• where is the tourism marketing plan with timelines, budgets and most importantly accountabilities
• the city appears to be working very hard but they don’t have enough money or manpower…they need to attend all the travel shows…stay on top and continue to build the awareness and knowledge of Revelstoke as a tourism destination
• the city needs to facilitate the packaging of tourism itineraries….we can’t keep battling each other and going after the tourist who stumbles on Revelstoke
• we need at least 2 blocks of a pedestrian mall in downtown…no deliveries after 10:00am
• a lot of our tourism problems rest on our backs…some of us are feeling desperate but we can’t blame the city but we do need help in understanding how to market ourselves effectively
• help us with high caliber training sessions and leads from the web
• the city needs tourism sales people….we need to sell Revelstoke to the tour operators and make our product dynamic
• continually promote tourism as our number one industry
• do not follow Adelheide’s footsteps
• tourism thinks they know what they are doing but they don’t…don’t waste all our budget on advertising …we need editorials written about us…we need to invite the travel writers to come…
• we should pay a fee and we all advertise collectively and make it easy for the tourist to leave their money in Revelstoke
• our web site needs to help people visualize and book day trips etc on line…Europeans need things semi organized for them
• the hours of operation of the tourism offices are not long enough…you can’t have an office opening at noon and the Chamber shouldn’t close for lunch….are we in business or not
• we need business and marketing training…it is available at the local college…we can’t blame the city for everything

The physical look of the community needs continual focus. Once a tourism brand is developed, the highway signage should reflect a consistent visual identity that would differentiate Revelstoke from the other cities along the Trans Canada. Heritage painting, restoration and development should receive city incentives to continually upgrade the visual impact of the city.

• the sign farm on the highway is pretty distasteful and uninviting
• clean up the highway signage
• the city needs a formal visual identity on the highway…something different from every other town along the way
• you can’t see the city from the highway or get any idea of the heritage feel…we should have “teaser” highway signs telling people about Revelstoke and they can get off at the next 3 exits…make us appear bigger than we are…
• we need to preserve and paint all the time…that should be our motto
• clean up the highway ….establish a strong tourism brand…market it and then re do the signage
• the highway signage is ineffective….we do not have a brand to lure people in…we need some kind of a gimmick on the highway…like “5 mins to the best powder snow in the world..”
• the signs do a very good job but they should all have a consistent visual identity
• the older houses must be spruced up…like San Francisco….lots of colour
• we need spectacular signage on the highway
• restoration and painting all the time
• the hotel signs the city has given us are so small you can’t read them
• it is a great looking little community….we need more flowers

The private sector is generally responsible for tourism product development but the city should announce incentives and co-op marketing programs to assist with product and service development.

• they need to develop the products (physical and financial) but the City has to help in every way they can to make them successful
• the private sector takes all the financial risk but perhaps if there are government grants available then let the private sector know
• the major responsibility for tourism development falls on the private sector but entrepreneurs need some incentives and concessions
• there is room for the small operators …we just need to let people know what the opportunities are…
• we are going to have to have a lot more private sector involvement but it will be tough as the economy is very bad right now…

The unique differentiation Revelstoke has in attracting tourists is the fact that all season wilderness activity is “5 minutes from the Trans Canada Highway and 5 minutes from downtown.” The wilderness is at your doorstep.
 

Golden and Banff were mentioned as the most significant competitors. Both areas capitalize on the word Rockies to capture their tourists.

• we don’t really have competition…we have amazing opportunities in Revelstoke …we just don’t have any pride in what we have and we keep our city a big secret
• we must increase our service levels and learn to pamper our guests
• we must go after very niche markets to position ourselves
• Revelstoke doesn’t market its proximity and positioning to the national parks…they have name recognition
• communities within a few hours….Golden…Salmon Arm
• Golden has the proximity to Alberta…they capture the word Rockies and really work on their proximity to Banff…they have a very ugly town….we don’t sell our beauty enough
• Golden sits at 3,000 feet so all their hikes would be half day to reach the high alpine….if you hike from our town you can’t get reach peaks in one day….it is 6,000 from valley to peak from our city centre
• rafting in Golden is better
• Banff for the Americans and Japanese … the Europeans love Revelstoke because of the remote wilderness experiences
• Kelowna
• Sicamous…house boat capital of Canada
• Colorado has the snow like we do…they are a marketing machine
• in Banff the chamber budget goes to tourism marketing
• need to tell the Albertans we have boating or they drive right past to Shuswap
• we should look at Squamish …how are they working their undeveloped proximity to Whistler like we are undeveloped compared to Banff

Revelstoke should definitely be joint marketing with other areas. This is an excellent opportunity to introduce incremental tourists to the area who wouldn’t necessarily know about Revelstoke. Joint ticketing and packaging should also be implemented amongst the tourism attractions and lodging in the city.

• absolutely…a week long snowmobile tour…rafting in Golden and Revelstoke…joint packaging gives tourists variety and ease of travel
• I would suggest we try and joint market amongst ourselves and then really package Revelstoke to outside tour operators and other communities…we need to get unstuck
• yes…and that is up to the tourism department in Revelstoke that we really don’t have….we need joint ticketing and group brochures and guide books for all the sports
• we don’t know how to market ourselves…the railway museum is an excellent tourism draw…we need to package things together and joint market
• we need to focus on the tour wholesalers and sell the uniqueness of Revelstoke
• take all the front desk staff on a tour of Revelstoke and explain our community and what it has to offer… they are the sales people that can get a tourist to stay one more night if they really understand what our community has to offer
• we should be marketing suggested itineraries….a one week get-a-way from Calgary
• we should be packaging ourselves with other communities for traveling itineraries
• what about Revelstoke…Nakusp…Nelson...excellent joint marketing opportunities
• Revelstoke is the perfect place to stop between Kamloops and Calgary
• we should be using the Kootenay access corridor more in our positioning and joint marketing with them … Nelson has scenery and heritage…we are like sister cities

The overwhelming suggestions of all those interviewed was that Revelstoke must focus on tourism packaging and marketing before additional investors can be attracted. There were comments that questioned the Chamber having responsibility for tourism.

• put a contest together for the most unique day trips in the area then package and market them
• we are not focused on tourism and one person can’t handle the chamber and tourism…the optics are very bad to the outside world…it looks like we don’t value tourism
• we need tax incentives in order to invest more and attract new investors
• we need a tourism marketing plan that defines our stated tourism development by percentages by winter and summer…then we can go after investors
• need a city wide PR program to get people on side…a daily column that features all the good things that are going on in tourism in Revelstoke
• I don’t think our tourism and economic development people are aggressive enough but they have no budget to do anything…either we are in the tourism business or we are out
• if we are focusing on tourism why don’t we have a booth on the highway in the winter…open from 3-10pm… we need a partnership program to get that up and running…tourists don’t know we are in the tourist business
• what are we selling…we need to ratchet up everything times 10
• external optics of head of Chamber and Director of Tourism…big conflict
• awards programs…Tourism community recognition program
• education is needed…lunch and learn programs
• we need to be really careful not to over develop snow mobiling or we will become known for that and people will stay away…snow mobilers are a select group
• we need to offer more promotions to travel writers…our tourism office should be doing this …this will help with attracting tourism investors
• need an investment retention strategy
• Revelstoke should go on a road trip to our feeder markets like Lake Louise/Banff and make sales calls on the front desk hotel staff….they do a lot of recommending for the “next stop”…this should be a pay to play city initiative…drop off a Revelstoke brochure

 
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