2018-2019 Annual Report Final - Yukon Convention Bureau

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Yukon ConventionBureauAnnual Report2018-2019Submitted: May 2019

-2-Table of ContentsPresident’s Report .3Membership .4-5List of Trade Shows/Events/ FAM Tours . .6FAM Tours . . .7Economic Impact & YCB & Industry Overview .8-9Bid Status .10Major Supporters .11Sports Tourism .12Conclusion 13-14Yukon Convention Bureau – Annual Report 2018/2019

-3-The Yukon Convention BureauPresident’s ReportThe Yukon Convention Bureau (YCB), and the Meetings, Incentives, Conferences andEvents/Expos (MICE) industry in Yukon, saw an economic impact at record high in2018/2019 of almost 5.6million, surpassing our target of 4-5 million. In2018/2019 the impact was higher with increased number of events than yearsprevious. For both 2017 and 2018, Yukon MICE has developed a new trend: moreevents of smaller sizes, with longer stays. Given our current bookings YCB expectsthat the next fiscal year will see an increase in the MICE industry within the territory.In addition, YCB has implemented a new economic impact calculator that nowincludes meeting spend in addition to the basic traveller spend which we expectcould increase Yukon MICE annual economic impact by as much as 20%.The Canadian MICE industry continues to experience a strong seller’s market, whichresults in a trend of planners considering secondary cities, alternative dates, andmidscale hotels. Yukon’s MICE industry offers exactly that allowing Yukon to deliverbetter value for their budget. To maximize Yukon’s presence in the current seller’smarket, YCB developed new sales and marketing collateral, with a new MICE focusedcommercial along with implementation of new branding and materials.Our experience here at home is echoed throughout our industry. The 2019 GlobalMeetings and Events Forecast found according to planners in Canada, they expecttheir meetings to last longer in duration, with costs per attendee to be between 1,200 and 1,700 (excluding air transportation). Canadians on average spend about 700 more per attendee than the US does. Canadian planners expect costs for hotelaccommodation to increase by 2.41% regionally in 2019. With room rates eating up asubstantial part of the budget, planners may reduce offsite activities to control costs.Planners in North America report a huge increase in concern over the reduction orelimination of commissions by hoteliers.Global Meetings and Events Forecast:“It’s changing the basic mechanics of the industry. Many companies fund theirmeetings through commissions programs. This shift is forcing all of us to thinkdifferently about how we manage and fund meetings programs.”Milton Rivera, Vice President, Business Development and Strategy, American ExpressMeetings & EventsYukon Convention Bureau – Annual Report 2018/2019

-4-Along with our members and partners, YCB continues to utilize Government ofYukon (YG) funding programs to offset the costs of selling and marketing YukonMICE. In addition to YCBs current healthy financial standing and strong industrysupport, YCB has implemented new ways to increase our non-YG revenues allowingfor greater utilization of YG funding programs. Business Events Canada has renewedfor a second year, contributions and partnerships to MICE DMOs across Canada, andYCB expects to fully utilize these dollars. YCB is now starting year three a five-yearstrategic plan, creating opportunities to strengthen our organization. Our YCB boardand management feels confidant that our strategy is continuing to guide YCB inchanging and adapting to industry trends to benefit our organization, members, andthe Yukon economy as a whole.Our industry has great opportunity and potential for growth within the Yukon, and toachieve such, we must steadily communicate our importance and value here athome. YCB would like to thank all our partners in marketing the Yukon, inparticipating in the Bureau’s sales activities, and in generously providing their time onour board, committees and at meetings throughout the year. One of our biggestopportunities is to partner together, to maximize our impact and ensure Yukoncontinues to be recognized as an attractive, accessible and affordable destination forall tourism sectors.Adam Gerle, PresidentYukon Convention BureauMay 2019Yukon Convention Bureau – Annual Report 2018/2019

-5-Membership 2018-2019Aasman Brand Communications Inc.Air North - Yukon's AirlineAlaska Campground Owners AssociationAntoinette’s RestaurantArts UndergroundAspen Breeze B&BAssociation Franco-YukonnaiseAtlin Mountain Inn & Kirkwood CottagesBean North Coffee Roasting Company Ltd.Bed & Breakfast Association of the YukonBeez Kneez Bakpakers HostelBest Western/High Country/Edgewater/Yukon Convention CentreBrewery Bay ChaletBudget Car RentalBurnt Toast CafeCaptain Ken’sCanada Games Centre Care of City of WhitehorseCanadream CampersCaribou CrossingCathers Wilderness AdventuresCity of WhitehorseCKRW - The Rushco-spaceDave's Trophy ExpressDawson City Arts SocietyDays Inn WhitehorseDRIVING FORCE Rentals/Leasing/SalesEdgewater HotelEventCareFairbanks Convention & Visitors BureauFree Pour Jenny’sGray Ridge LodgeHusky Bus Transportation & Tours IncIntegraphicsKellett CommunicationsKlondike Rib and Salmon BarbecueKlondike Travel - Associates for Flight CentreKlondike Visitors AssociationKwanlin Dun Cultural CentreLeaf SolutionsLumel StudiosMac's FireweedMacBride MuseumYukon Convention Bureau – Annual Report 2018/2019

-6Marsh Lake Tents and EventsMidnight Sun Gallery & GiftsMountain View Golf CourseMt. SimaNorth End GalleryNorthern Lights Resort & SpaNorthwesTelOld Log ChurchOutcrop Yukon Ltd.Paradise AlleyPR ServicesRavin InnRuby Range AdventuresSkky HotelSky High Valley Ranches LtdSport YukonStandard Bus Contracting Ltd.Taku Sports GroupTerra FirmaTeslin Tlingit Heritage CentreThe Chocolate ClaimThe Downtown Hotel - Dawson CityTIA YukonTintina AirTonimoes RestaurantUp North AdventuresVillage of Haines JunctionVillage of MayoWandering BisonWestmark Dawson HotelWestmark Whitehorse HotelWhat's Up YukonWhite Pass and Yukon RouteWhitehorse Chamber of CommerceWilderness Tourism Association of YukonWho What Where ToursWoodcutters BlanketYTG - Tourism & CultureYukon Artists at WorkYukon Arts CentreYukon Beringia Interpretive CentreYukon Brewing CompanyYukon Chamber of CommerceYukon CollegeYukon Event RentalsYukon First Nation Tourism AssociationYukon Quest International Sled Dog RaceYukon Sourdough Rendezvous SocietyYukon Transportation MuseumYukon Wildlife Preserve8 Exchange Memberships with other industry organizationsTotal of 92 membersYukon Convention Bureau – Annual Report 2018/2019

-7-Trade Shows/ Events Attended by Yukon Convention BureauApril 2018 – March 2019MARKETPLACEDATECITYBusiness Events CanadaJune 12-14h, 2018Seattle, WATYPE*Association/CorpMPI Gala / LuncheonJune 19, 2018Vancouver, BCAssociationCorp/GovIncentive WorksAug 12-15, 2018Toronto, ONAssociationCorp/GovCSAE NationalOct 23-25, 2018Ottawa, ONAssociationCorp/GovGOWestJan 21-22, 2019Edmonton, ABAssociationCorp/GovTête-à-Tête / Destination DirectJan 28-31, 2019Ottawa, ONAssociationCorp/GovYukon Convention Bureau – Annual Report 2018/2019

-8-FAM Tours/Site VisitsApril 2018 – March sociation/FAMCorporate/Association/FAMDATECITY# OF GUESTSJune 26-28, 2018Whitehorse, YT2July 24-26, 2018Whitehorse, YT1Aug 2-5, 2018Whitehorse, YTSouthern Lakes,1Sep 11-15, 2018Southern Lakes,Dawson City &Whitehorse, YT4Local PlannerFAMNov 15, 2018Whitehorse, YT13Corporate/Association/FAMMarch 18-21, 2019Whitehorse, YT3Yukon Convention Bureau – Annual Report 2018/2019

Economic Impact – YCB & Industry OverviewYCB BidConference NameNational Engagement Session on Rights andIndigenous Recognition FrameworkNATA ConferenceACEConference Board of CanadaXCAPM&R ConferenceXAssoc. of Can. General CouncilXCanadian Bar Association Aboriginal LawConferenceXTLT MeetingCanadian Institute for Health InformationBoard Meeting20/20 Catalysts ProgramCatholic Woman’s League of CanadaX Assisted 6th International Polar Tourism ResearchNetwork Conference and Study TourXCan. Board of Registered ProfessionalsXCASHRA Annual SymposiumMinisterial Conference on the CanadianFrancophoneEnvironment Canada MeetingNAOC and COC 2018Hansard AssociationAFN ConferenceCan. Intern. Resources and developmentInstitute (CIRDI)National Aboriginal Land ManagersAssociation National GatheringXNorthern Latitudes Mining ReclamationDestination CanadaCan. Intern. Resources and DevelopmentInstitute (CIRDI)X Assisted Bench and Bar (Law Association)X Assisted CPPC ForumInstitute of Citizen Centered ServicesDate#EconomicImpactApril 12-13April 22-26May 17-18May 23-24May 27-June 3May 31- June 79June 6-9June 12-1315012209,93511,037June 13-14June 17-19June 20-2330356027,59240,58883,974June 22-24June 22-25June 25-29802025092,77227,991409,870July 3-5July 30-31Aug 17-24Aug 27-29Sept 4-52530300751028,99127,592635,79286,9749,197Sept 4-54036,790Sept 10-13Sept 10-13Sept 12-1322510015314,902139,95713,796Sept 12-13Sept 14-15Sept 15-19Sept 25-27201001255018,39591,974204,93557,983Yukon Convention Bureau – Annual Report 2018/20199

YCB BidConference NameX Assisted Canadian Council on GeomaticsFed/Prov/Terr. Ministers MeetingOpportunities NorthParamedic Chiefs of CanadaxPacific Northwest Economic Region – WinterProgramYukon Geoscience Forum & Trade ShowX Assisted Arctic Indigenous Investment ConferenceNational Angel Capital OrganizationEst. Economic Impact of all events with YCBMembersDateOct 1-4Oct 15-18Oct 22-24Nov ,242Nov 12-16Nov 17-20Feb 12-14Feb 26-2710027520025293,670586,213353,31043,303151 totalConference days33405,593,826Yukon Convention Bureau – Annual Report 2018/2019#10

Bid StatusTotal in 2018/2019: 4616 - Bids Won16 - Still Pending14 - LostYukon Convention Bureau – Annual Report 2018/201911

Major SupportersThe YCB membership support provides a variety of financial and in-kind sponsorship for our annualmarketing endeavours. These partnerships strengthen Yukon’s brand, encouraging organizations toconsider Yukon as a conference destination. Thank you to every company and organization below for theircontinued support.Private Sector / Not for profit:Air North – Yukon’s Airline: flight passes for sales & marketing purposesBudget Rentals: use of vehicle for FAM tours, site inspections and local sales callsDriving Force: use of vehicle for FAM tours, site inspections and local sales callsWestmark Whitehorse Hotel and Conference Centre: complimentary rooms for FAM groups, use ofmeeting rooms for YCB meetings and events, complimentary catering for FAM groupHigh Country Inn / Best Western Gold Rush Inn / Edgewater Hotel: complimentary rooms for FAMgroups, use of meeting rooms for YCB meetings and events, complimentary catering for FAM groupKwanlin Dün Cultural Centre: sponsorship of Bravo awards & BAHLumel Glass Blowing Studios: 20% discount on personalized YCB gifting for sales calls & eventsKlondike Travel: sponsorship & partnershipsStandard Bus Contracting Ltd.: 50% Discount for Red Carpet TourGovernment Sponsors:Yukon Government, Department of Tourism & Culture: Core funding and assistance with Sales & MarketingactivitiesCity of Whitehorse: Contribution to Core FundingBeringia Interpretive Centre: Complimentary room rental for FAM toursAlso, thank you to those members who have generously provided us with door prizes and gifting for YCBevents throughout the year.Yukon Convention Bureau – Annual Report 2018/201912

Sport Tourism MarketingMarket Description:Sport Tourism is defined as: any activity in which people are attracted to a particular location as a sportevent participant, an event spectator, or to attend sport attractions or business meetings. YCB is no longerthe lead agency for Sport Tourism but continues to support Sport Yukon’s activities to position Yukon as adesirable sport event destination.General Strategy for YCB within this sector:These are areas in which the Yukon Convention Bureau will continue to participate in the sport travelsector. Providing information regarding air accessBooking hotel room blocksConnecting organizers with local event suppliersCarrying out the usual assistance to planners of sports meetings (as opposed to sports events).The Yukon Convention Bureau may consider additional future involvement in sport tourism providing itsBoard of Directors and YTG deem sport tourism should be re-implemented into the YCB mandate and theaddition of funding adequate to cover the staffing and marketing costs.Yukon Convention Bureau – Annual Report 2018/201913

Annual Report March 2019CONCLUSIONThe Yukon Convention Bureau is a member-driven, industry-led destination marketing organization(DMO), tasked with positioning the Yukon as a favorable destination for meetings and events in thefollowing sectors: association, government and incentive travel.With the continuing development of Yukon as a destination for MICE, 2013 saw a record high year. YukonMICE has been steadily growing over the past five years.In addition, it should also be noted, YCB has not been the lead for sports events since 2009, which addeda significant increase to the economic impact number in the years prior to 2009.The economic impact of MICE to and within the Yukon is significant:Economic ImpactNumbersofMeetingsTotalDelegateCountAverage # ofDelegatesAverage#ofNightsAverage 64333.61261.50313.79282.54389.49Year on Year Comparison:* 2013 number are reflective of an updated Economic Impact Calculator for the 2013 figures.* 2018 number are reflective of an updated Economic Impact Calculator for the last half of fiscal (8of 35 total events).Yukon Convention Bureau – Annual Report 2018/201914

CONCLUSION continuedFor the fiscal year 2018-2019, the Yukon Convention Bureau continues to promote Yukon as a uniquemeeting and event destination. Following our current Sales & Marketing Plans and Communications Plan,YCB ensures that its dollars are spent effectively, to maximize the return on investment for theorganization as well as its members.The Yukon Convention Bureau’s focus is in the following geographic markets: Ottawa is a prime targetmarket since it is the base for the large majority of national associations. Toronto is also a potential sourcefor corporate business and incentive travel and will rank as a secondary market. Our tertiary market iswestern Canada with particular emphasis on our Vancouver. As mentioned earlier, the YCB board decidedto partner with N.W.T, and explore options south of the boarder. Trade shows and industry events havebeen carefully selected based on the greatest opportunity for return on investment and on evaluation ofrecent show performance. The Canadian Society of Association Executives (CSAE) has proven to be theYCB’s main source for leads. CSAE’s Annual Ottawa Chapter Tête-à-Tête conference and Ontario hostedAnnual National Conferences attract on average over 600 association executive directors and associationevent planners each year. Member buy-in and feedback are encouraged. In addition, YCB will continue toexplore non-traditional partnerships, which will expose its members to new marketing opportunities. YCBcontinues to work with BEC and other Canadian Destinations to consider potential options for possibleU.S. markets. YCB will monitor the return for events, to determine if further investment in the US iswarranted.YCB will target meetings from 50 to 450, occasionally hosting larger events when a quality product can bedelivered. Meeting organizers will be encouraged to plan their event for spring and fall shoulder seasons,when hotels may be under-utilized and avoiding the peak tourist months of July and August.The Yukon Convention Bureau’s wide variety of pre and post convention opportunities enhances bothsales mission presentations and our comprehensive bid packages. In addition, conference add-onsencourage delegates to extend their stay in Yukon – a benefit to the entire MC&IT service sector.The national MICE industry continues to see its planners and delegate’s focus on costs and affordability.Economic uncertainties have a strong impact on the MICE sector, when groups and planners secure theirfuture destinations. Yet, since 2012 we have seen a consistent number of no less than 4.0 million ineconomic impact. YCB will continue implementing its current marketing plan, taking into accounteconomic conditions and trends. With, increased in market sales activities and using a cost comparisonanalysis of Whitehorse to other city destinations, the forecast for the 2019/2020 is expected to come in atthe top end of our 4-5 million annual target. YCB looks forward to rounding out another successful fiscalyear in 2019/2020, in selling & marketing the Yukon as a unique and affordable destination for meetings,incentives, conferences & events.Yukon Convention Bureau – Annual Report 2018/201915

Wandering Bison Westmark Dawson Hotel Westmark Whitehorse Hotel . Association Corp/Gov CSAE National Oct 23-25, 2018 Ottawa, ON Association Corp/Gov GOWest Jan 21-22, 2019 Edmonton, AB Association Corp/Gov Tête-à-Tête / Destination Direct Jan 28-31, 2019 Ottawa, ON Association Corp/Gov . Yukon Convention Bureau – Annual Report 2018/2019 .

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