Tourism Sun Peaks Quarterly e-Newsletter Sun Peaks Resort
SECOND QUARTER 2010 | SUMMER ISSUE

From international and regional marketing campaigns to world class culinary events, check out some of the highlights and successes from the last quarter at Tourism Sun Peaks!

In this e-Newsletter:
Message from the Chair
Message from the President
Central Reservations: Increase in Winter Sales and Transportation
Sales: Trade and Consumer Shows A Plenty!
Advertising: Capitalizing on the Staycation Trend
Media Relations: A Blitz for the Summer Experience
Resort Experience: A Summer of Experiences and Events
Message from the Chair

Submitted by Marlie Beets, TSP Board Chair

As the incoming Chair of the Board of Directors for Tourism Sun Peaks (TSP), the first thing I want to do is thank my predecessor, Al Raine, for the dedication and experience that he contributed so generously to TSP in previous years. Fortunately, his skill and leadership will continue to benefit Sun Peaks as he takes on his new role as Mayor.  Congratulations to Al and all the newly-elected Municipal Councillors; and a heartfelt thank you to all the candidates who let their names stand for this community's first election. We can all be proud that such a small community produced so many willing and capable candidates!

The TSP Board of Directors also boasts a range of talented people who represent the varied interests within the community, including hoteliers, retailers, residential and commercial home owners and local business men and women. I consider it a privilege to Chair this group, all of whom share the vision of a successful and happy community. We will continue with TSP's distinctive Resort Marketing role while the new Council addresses civic responsibilities.

The tough economy of the past two years has been challenging for many local businesses and residents. As a person who chooses to make Sun Peaks my home simply because I love it here, I am grateful for all the commercial operators who have persevered and continue to help make Sun Peaks a viable and vibrant place to live and work.

Now that we are embarking on a new era for Sun Peaks under the umbrella of municipal status, I think there is strong recognition that to be successful as a community, we must be successful as a resort and vice versa. We are, after all, a "Resort Municipality" - in effect a "one industry town" with all that implies. That is why TSP focuses its energy and resources on marketing this Resort to the world as a premier destination and works to keep the visitors coming.  We all know that once people come here the first time, they will want to come back!

As TSP Board members, I believe we are all united in our desire to achieve long-term prosperity for Sun Peaks. In my previous career life, I worked with a variety of Boards and organizations and I hope to draw on that experience to assist the TSP Board to achieve our goals.  I know everyone on the Board has something to contribute to the organization and everyone's efforts will be needed to meet the challenges ahead.

Of course it is the capable TSP staff members who do most of the real work!  I encourage everyone in the Sun Peaks community to avail themselves of the on-line newsletters and other communications from TSP to stay informed about the myriad of activities and promotions that the TSP staff deliver in resort and around the world.  For a relatively small organization, the scope and professionalism of the marketing effort is impressive.

There are already some encouraging signs that the economic situation is improving and I see a spirit of optimism brewing in wake of our recent Municipal elections.  For my part, as a Tod Mountain skier for more than 20 years, a home owner at Sun Peaks for more than 13 years, and a full-time resident for more than three years, I have a good feeling about Sun Peaks as a Resort and a Community.  I look forward to serving as Board Chair for TSP and will try my best to fill the very large shoes that Al Raine leaves behind as he takes on an even larger role as our new Mayor!

Kind regards,

Marlie Beets 
marlie.beets@cablelan.net

Message from the President

Submitted by Christopher Nicolson, President

"We are so pleased. You listened to us." This was the response Tourism Sun Peaks received after presenting its new Summer Experience program to a group of international tour operators.

In an attempt to distinguish Sun Peaks as a compelling summer destination to visit, TSP and local businesses developed a creative menu of new product offerings. The new Summer Experiences are a collection of adventure and culinary vacation packages offered by businesses throughout Sun Peaks.

Formally launched to the international travel trade this spring at Canada's largest travel trade show, the new experiences were received with instant approval. Results included new tour companies contracted with resort businesses, and existing clients expanding their Sun Peaks inventory and promotion.

The success of the program lies in the creativity of the businesses at Sun Peaks. As examples, Globe Cafe and Tapas partnered with both the Spa and Sun Peaks Trail Rides to create two unique packages. Long time local Vicki Moses partnered with Mantles Chef David Tombs to provide an interpretative aboriginal tour and themed dinner. And Memories correctly anticipated the market demand for an Afternoon Tea. This collaboration has provided Sun Peaks with a product offering that no similar destination has done.

International response to the packaging was so successful that it was then regionally and launched as a consumer direct package on June 7. The campaign represents the most comprehensive summer packaging campaign to date and includes print, television, on-line, billboard, radio, direct mail, e-blast, and direct sales promotion.

Strategically, the increased investment in the local and regional drive markets helps diversify Sun Peaks' market mix from dependence on the group market.

Congratulations to the many partners involved in this project.

As the results of the summer campaign are captured and evaluated, TSP is already developing exciting new promotions for 2010/11 winter season. These will be developed with resort businesses and shared with the membership next quarter.

Cheers,

Christopher Nicolson
President
tsppresident@sunpeaksresort.com

Central Reservations: Increase in Winter Sales and Transportation

Submitted by Theresa St. Louis, Central Reservations and Transportation Manager

DEPARTMENT HIGHLIGHTS

Review of Winter Sales
• 48% increase in winter packages sold due to the addition of regular season packages and the success of the 4 for 3 promotion
• Winter sales reported at $2.1 million. This includes all products: lodging, lift, shuttle, events, activities and car rental

Transportation
• The transportation program generated an 80% increase in revenue on the Kamloops Airport route and ridership increased by 50%.
• Two agents were dedicated to this department within Central Reservations for the winter season.
• Spring corporate travel produced many new bookings
• We are currently invoicing accounts and distributing new agreements for next season.

Golf Kamloops Call Centre
• All products and inventory have been loaded.
• Agents are training on golf and hotel products in Kamloops.
• We are selling golf packages to groups of two, four, and up to 24 people!

Summer Products and Packages
• We have finalized these products and packages into our reservations systems.
• There are three lodging packages: Stay and Play, Discover the Mountain Bike Park, and Discover Alpine Hiking
• Sales are wrapping up for the Quilting in the Mountains event
• Staff have been trained on the Summer Experience products and all upcoming events.

Reservation System
• Time has been dedicated to HST implementation as we manually made edits to each reservation supplier account. (over 100 accounts)

LOOKING AHEAD

• Goodbye and good luck to Brittany Wenzel who has gone on Maternity Leave. Shani Adamson will be covering Brittany's Mat Leave.
• Preparations for increased call volume and walk-in traffic through July and the rest of summer
• Creation of winter packages and loading winter rates and inventory, including the preparation of Winter Festival of Wine products into our reservation system.
• Forwarding and compiling group leads for resort partners
• Ongoing sales reporting and tracking

Sincerely,

Theresa St. Louis
Central Reservations/Transportation Manager
crezmanager@sunpeaksresort.com

Sales: Trade and Consumer Shows A Plenty!

Submitted by Colin Brost, International Sales Manager

DEPARTMENT HIGHLIGHTS

Attendance at five international trade shows
• Skitops - North American Ski Tour Operators Association. An intimate show attended only by qualified N.A. Tour Operators
• Mountain Travel Symposium - An international show with a winter product focus, attended by all major players in the ski industry worldwide
• Rendezvous Canada - An international show focusing mostly on summer products. TSP contracted industry professional Jackie Frederick to attend RVC on Sun Peaks behalf to help roll out the Summer Experience Program to the Travel Trade. A total of 54 scheduled appointments were conducted by Colin and Jackie.
• Braztoa (Brazil Tour Operator Association) and Showcase Canada (Brazil)

Attendance at 11 consumer shows (TSP and resort representatives)
• Travelplan Shows and Ski Expos in Brisbane, Melbourne and Sydney. Travelplan reports that 4450 people attended their shows
• Other independent shows/events such as the Larry Adler night, an evening hosted by an influential ski shop with stores throughout Australia
• An event for ski club leaders in partnership with a Tour Operator. As a result, at least one group has reportedly decided to bring their club to Sun Peaks.

Summer Experience Program Launch
• Considerable time was spent preparing and following up with Rendezvous Canada trade show (2010 and 2011 summer focus) as well as conducting sales missions and training in market with key Receptive Tour Operator partners.

LOOKING AHEAD

Cooperative Marketing Program
• Planning is underway for the upcoming season's co-op program.
• Partners involved have re-vamped the program to allow for more flexibility, direct communication between the accommodation partners and their preferred tour operators and allow for an increase in overall marketing contributions.
• TSP has increased the coop budget by 71% over last year.

New Value Add program
• After a successful trial during winter 09/10, TSP is rolling out the full program to all tour operators involved with our cooperative marketing
• The program allows TSP to use marketing dollars to purchase resort products that will be used to convert inquiries into bookings, and improve Sun Peaks' "value" position in a competitive marketplace.

Summer Sales Missions
• TSP will attend trade shows, Skitops University and the Canadian Inbound Tourism Association (Asia Pacific) event, as well as conduct sales missions targeting the resort's receptive tour operator partners to deliver the Summer Experience Program's messaging

North American Ski Shows
• Registration begins shortly
• TSP is reviewing show statistics from past events and is planning and scheduling for the upcoming fall season of shows.
• There are over 30 shows in our core regional markets that TSP is reviewing.

Sincerely,

Colin Brost
International Sales Manager
salesdirector@sunpeaksresort.com

Advertising: Capitalizing on the Staycation Trend

Submitted Christina Antoniak, Destination Marketing Manager

DEPARTMENT HIGHLIGHTS

Regional advertising media buy moved in-house
• TSP now purchases and plans all regional advertising direct (without an agency) thus moving the agency fee dollars directly back into advertising tactics

Summer 2009 consumer brochure developed and distributed
• Over 40 Visitor Information Centres across British Columbia received the brochure
• 100,000 brochures were sent in a direct mail campaign to BC resident households, as per the summer target markets listed below as well as 12,500 brochures mailed to the Central Reservations database.

Summer Messaging
• The new summer messaging focuses on diversity of choice available at Sun Peaks while incorporating the new Summer Experience Program, consisting of 10 new affordable adventures. www.sunpeaksresort.com/experience
 
Regional Summer Advertising Campaign
• Consumer motivational research was conducted
• Campaign was then developed and launched on June 7, 2010
Target markets: Kamloops and Area (Kamloops, Salmon Arm, Shuswap, Merritt), Fraser Valley (Chilliwack, Abbotsford, Langley), Cariboo Region (Prince George, Quesnel, Williams Lake, 100 Mile House, Clearwater)
Tactics include: Direct mail, newsprint, radio, television, eblasts, social media, contesting/promotions, online

LOOKING AHEAD

• Tracking summer advertising response and booking conversion
• Starting the winter 2010-2011 regional consumer advertising media buy
• Working with International Sales Manager, Colin Brost, on launching the winter international co-op marketing tactics with tour operators
• Working with the Canadian Destination Ski Consortium on launching marketing programs in Australia, United Kingdom and the United States

Cheers,

Christina Antoniak
Destination Marketing Manager
tspmarketing@sunpeaksresort.com

Media Relations: A Blitz for the Summer Experience

Submitted by Melanie Simmons, Media Relations Specialist

DEPARTMENT HIGHLIGHTS

Summer 2010 and Winter 2010/2011 Media Kits
• The kits include an overview of the season, mountain facts, a page on "what's new" and a selection of story ideas that can be expanded into full editorial pieces. These pieces were developed and distributed to both regional and international media.

Summer Experience Media Invitations
• Over 100 qualified mainstream and travel journalists from the Thompson-Okanagan and Vancouver/Seattle were invited to bring and guest and try the Summer Experience of their choice. Not only does it encourage some of these media to experience Sun Peaks for the first time, but it also allows them to speak with firsthand knowledge when they are on the radio or television talking about the new program at Sun Peaks.

Kamloops Media Blitz
• Continuing with our efforts to launch the Summer Experience Program, TSP and several partners created a "Street Team" and spent a morning in Kamloops dropping by the radio stations and newspapers to talk on-air about the Experience program. The goal was high energy and that was definitely accomplished as we popped into each location for 20 minutes with treats for the staff and on-air giveaways!

LOOKING AHEAD

Summer Media FAM Hosting
• The department continues to arrange Media FAM trips for qualified journalists coming to Sun Peaks with a confirmed story assignment.
• Confirmed Summer FAMS include: Roger Allnutt (Travel Digest, New Zealand), Yvonne Dean (Editor, Women's Outdoor World Magazine), Linda Bates (Travel Editor, Vancouver Sun), Andrew McCredie (Freelance Writer, CanWest Publications)

Wine and Culture Festival Media FAM
• TSP is partnering with the Thompson Okanagan Tourism Association (TOTA) to host a Culinary and Culture FAM through the North Okanagan, Shuswap, and wrapping up at Sun Peaks for the Wine and Culture Festival. EAT Magazine and Canadian Living, among others, will be in attendance.

Upcoming Media Events and Shows
• GoMedia Marketplace (August) - An opportunity to have 27 scheduled appointments, along with additional meetings, with travel writers from Canada and abroad.
• Boulder Ski Event (September) - Meetings with the top ski publications in the USA, plus a reception with freelance ski and travel writers.
• Toronto Ski Event (October) - A media function with the key ski writers and publications based in Toronto, Ontario.
• Seattle Ski Event (October) - A media function with the key ski writers and publications based in Seattle, Washington.

Kind Regards,

Melanie Simmons
Media Relations Specialist
tspmedia@sunpeaksresort.com

Resort Experience: A Summer of Experiences and Events

Submitted by Jen Barter, Resort Experience Manager

DEPARTMENT HIGHLIGHTS

Summer Experience Program
• Great collaboration between TSP, restaurant and activity operator partners, who have just signed-off on offering 10 unique culinary and activity pairings, running rain or shine all summer with no minimum number of participants needed
• Visit www.sunpeaksresort.com/experience or pick up a new Summer Brochure at any village business.

Summer Planning
• Extensive planning has taken place for Canada Day, the Wine and Culture Festival, BC Day and the Porsche Club of America National Gathering planning took place this past quarter.
• Event activities are scheduled, contracts signed and marketing now is being put into place to advertise a summer filled with fun at Sun Peaks. There will be an event happening every weekend from July 3 through to September 12!
• A new event was created! The Sun Peaks Tribute Band Concert Weekend has been established to take place August 14 and 15. This will be a complimentary concert series for everyone to attend within the Village Square.

Winter Festival of Wine 2011 Planning
• Restaurant and accommodation partners are working diligently with TSP to expand the festival and create a selection of new culinary events to attend this 13th Annual event.
• Contracts are currently being signed to secure specific event locations
• The brochure will be sent to the printers at the beginning of July and details will be available for distribution mid-July!

Preparing the Adventure Centre for a Summer of Fun
• Summer Activity Operator contracts were signed and product descriptions updated both online and within resort brochures
• New this year will be Stand-up Paddle Boarding lessons and fitness classes taught by Bodie Shandro on Heffley Lake.

LOOKING AHEAD

Sun Peaks and Region Farmers' Market - Sundays from June 27 to September 12
• Local farmers and crafters will be set-up each weekend selling a wide array of organic and hand-made goods.
• Enjoy musical entertainment every weekend and "Chef in the Market" cooking demonstrations on select weekends, showing guests how to use local ingredients in yummy, unique dishes for your family.
V.I.P Program (NEW!) - Purchased for only $10 from the Market Manager and enjoy VIP specials at every vendor booth this summer.
Loyalty Card Program (NEW!) - Pick up your FREE card from any vendor. Collect 10 stamps (one per purchase) and then enter in a draw to win an end-of-season gift basket!
• Visit www.sunpeaksresort.com/farmers-market for more details!

Canada Day Celebrations - July 3 and 4
• A family friendly weekend kicking off with Jo's Road Race, followed by the Mountain of Beer and Chili competition.
• Try African drumming lessons with the Drum Cafe, enjoy live music from Jon Kelly, rock climb on the Cliffside Climbing Wall, challenge yourself in an inflatable obstacle course, enjoy a slab of Canada Day cake and so much more!
• Visit www.sunpeaksresort.com/canada-day for the full weekend schedule!

3rd Annual Wine and Culture Festival - July 16 to 18
• Classes are already selling out for Quilting in the Mountains and only limited spaces are available for the Judged Quilt Show and Quilters Welcome Dinner and Trunk Show.
• Five village locations are included in this year's Art Walk, where guests will tour the village viewing local artist demonstrations and enjoy tapas and local wines.
• Enjoy complimentary performances by members of the Kamloops Chamber of Musicians on July 17 and 18
• Visit www.sunpeaksresort.com/wine-and-culture for a full weekend event schedule and to purchase tickets!

Volunteers
• We are always looking for helpful and enthusiastic individuals to aid with putting on our summer events.
• If you are interested in volunteering, please contact Jen Barter at communicationsmgr@sunpeaksresort.com or call 250-578-5386.

See you out and about this summer!

Jen Barter
Resort Experience Manager
communicationsmgr@sunpeaksresort.com

Weekly Farmers' Markets begin!
Visit the weekly Farmers' Market for your fresh produce and meats from area farmers and ranchers!
July 10: 5 Peaks Trail Running Race
Get off the road and hit the trails on Tod Mtn for the 5 Peaks Race!
July 16-18: Wine and Culture Festival
Limited tickets available for Festival events! Symphony of Flavours, Art Walk, Wine Seminar and more!
Aug 20: Nancy Greene Golf Benefit
Enter your team of four for this fun event raising money for the Sun Peaks Health Association.
Sept 9-12: Porsche Club of America's National Gathering
Over 200 Porsche's will line the alpine village on Sept 11 for a Show and Shine!
Sept 26: Last Day of Summer Lift Operations
Hiking and mountain biking wrap up as the Sunburst Chairlift closes for the season.
If you have moved recently, changed your telephone number, want to update your payment method,
or to change any other options, click here to log in to your account and enter your new information. Simple!
Contact Tourism Sun Peaks
Tel 250.578.2555  |  Fax 250.578.2552  |  Email admin@sunpeaksresort.com
It is our policy to respect your privacy; therefore, we do not pass on any information from our database to outside parties.