Table 2-12
2003 Tourism Development Strategy
Strengths and Weaknesses

Category

• Adjacent to TCH – 3 million people drive by annually.

• On main highway corridor between Alberta and the B.C. Interior/Coast.

• On bus tour route.

• Near two national parks which are easy to access.

• Far from a large population centre

• Locations available in close proximity to develop as ‘draws’ to entice tourists to visit Revelstoke

• Hub for southern traffic

• Close to the highway but not easily visible (due to tree barrier)

• Eastern access approach can be dangerous – needs more advance warning/signage and speed limitations

• Highway pullouts are unkept, have no services and they are not enough in number.

• Well-travelled highway.

• Airport is capable of accommodating small charter flights

• Located on CPR mainline

• Rail facilities are capable of accommodating passenger rail services.

• Access to backcountry

• Existing airport has no scheduled flights and no navigational aids.

• Subject to poor winter driving conditions and occasional road closures due to weather, slides and accidents.

• VIA Rail no longer uses the railway.

• The Rocky Mountaineer passes through Revelstoke but does not stop.

• Columbia River a challenge for navigation (irregular water levels)

• Area’s natural resources support a range of four-season outdoor recreational activities without being overly developed or congested by visitors.

• National Parks provide a variety of interpretive programs, trails and outdoor/adventure opportunities.

• High quality, deep snow. -- the area is already recognized for its cross-country skiing, ski touring, heli-skiing and snowmobiling opportunities.

• Many supporting resources already in place (e.g., trails, guides).

• Recreation facilities such as the ski area and trails are close to town.

• High quality heritage buildings provide opportunities for walking tours,.

• Revelstoke Dam Visitors Centre.

• Four museums (e.g., Railway, Forestry)

• Wildlife viewing opportunities.

• Guide/touring opportunities.

• Railway history & authentic heritage

• Columbia Mountains ecology / temperate rainforest

• Growing summer activities – ATV touring, golfing, bird watching

• Lake Revelstoke & Columbia River

• Variable weather and shoulder season activity options are limited.

• Land use conflicts

• Uncertainty of Provincial Recreation site status/maintenance

• Lack of outdoor adventure operators

• Lack of water based adventure operators

• Lack of family/childrens’ attractions

• Lack of cultural-based tourism operators

• National Parks subject to inconsistent openings

• Reasonable mix of accommodation and food service facilities available.

• Visitors have access to a variety of brochures, maps and other tourism information on the area.

• Outdoor summer entertainment in Grizzly Plaza.

• Good community infrastructure.

• Annual events

• RV / Bus parking, free sani-dump

• Downtown revite

• Public washrooms downtown

• Centennial Park (ball fields all in one place)

• Aquatic Centre/Community Centre

• Canadian Avalanche Centre

• Free and ample downtown parking

• Gateway feature at west entrance

• Lack of major summer destination resort

• Lake Revelstoke is not developed

• Reports of poor customer service by front-line staff.

• Some businesses do not understand what comprises high quality service.

• Evening and Sunday merchant closings.

• Highway frontage properties do not reflect community image / heritage theme.

• Lack of conference packaging

• Night time train whistling in downtown area

• Core group of volunteers and other community representatives committed to enhancing tourism.

• High level of expertise among community volunteers.

• Friendly residents and small town atmosphere.

• Pride in homes and gardens

• Co-operative efforts between operators

• Some conflict between the forestry and tourism sectors over the use of the backcountry and the focus on job creation.

• Animosity among some Revelstoke residents regarding the need to share use of outdoor resources.

• Lack of internal knowledge of what is available for tourism

• Over 3 million travellers on highway annually

• Suitable for a diversity of independent traveller markets.

• Offers products which appeal to several components of the outdoor adventure market.

• Can be promoted as an “authentic historic mountain community”.

• Strong tourism coordination (private & public)

• Recognition as adventure destination

• Award winning marketing campaign

• International recognition as a place to visit

• Film location appeal

• Lack of specific information on the demographic characteristics of current visitors.

• Have difficulty attracting visitors during the shoulder season and part of the winter season.

• Inability to capture rubber-tire tourism visitation

• Perception of TCH as dangerous highway

• Very scenic - rugged mountain setting.

• Diversity of landscape types.

• Offers many of the same outdoor adventure opportunities as Banff without congestion.

• Timber harvesting detracts from “Super Natural B.C.” image.

• Unkept appearance of TCH (lack of brushing/mowing obscures signage and viewpoints)

• Initial appearance of community from the west is not attractive

• Air quality is sometimes poor due to beehive burner emissions

• Downtown streets recently upgraded

• Attractive benches located throughout the community

• River trail and greenbelt area are attractive

• Banner program increases attractiveness

• Community public art project

• City doing a good job of maintaining parks and landscaped areas.

• Participation in Communities in Bloom program has made many gardens very attractive

• Community implementing revitalization plan for Revelstoke highway area.

• Too many empty storefronts in the downtown.

• Fly ash from mill is a regular occurrence

• Commercial areas need better clean up and continued maintenance

• The community has gone to extensive effort to coordinate the colour and style of directional and public facility signage.

• New signs are subject to signage program guidelines re: design, colouring and quality.

• Some signs are poorly maintained

10. Financial
      Resources

• Local government has made a long term commitment to fund tourism development and promotion

• Funding for tourism development is available from local CBT monies.

• Local government funding is on a declining scale.

• Promotional and marketing activities are under-funded.