Tourism Sun Peaks Quarterly e-Newsletter Sun Peaks Resort
SECOND QUARTER 2011 | SUMMER ISSUE

From international and regional marketing campaigns to world class culinary events, Tourism Sun Peaks promotes and drives new clients to resort businesses. Check out some of the highlights and successes from the last quarter in this edition!

In this e-Newsletter:
Message from the Past-Chair
Message from the President
Central Reservations Explores the World of Social Media
Tourism Sun Peaks increases sales leads for Sun Peaks businesses
Summer advertising targets the close-to-home markets.
Summer and winter stories being pitched to writers around the world
A summer full of special events and activities
Message from the Past-Chair

Submitted By Marlie Beets, Tourism Sun Peaks Past-Chair

While many TSP staff members were busy shifting focus from Sun Peaks winter to summer activities, the association's Board of Directors spent considerable time over recent months addressing administration issues. As members will know from June's Annual General Meeting agenda, several By-law amendments were prepared and that work included an exhaustive look at the entire By-law document.

Amendments proposed at the AGM were entirely of a housekeeping nature to correctly reflect some changes in the organization that have already occurred. However, the Board also recognized that some additional updating of the definitions and processes in this document may be warranted and work on this project is ongoing. Future By-law amendments may be able to better meet the needs of a Sun Peaks Resort Community which has grown and evolved substantially since the By-law document was originally prepared  well over a decade ago at Sun Peaks' inception as a "Mountain Resort."

As well, the TSP By-laws are being looked at with a view to clearly maintaining Tourism Sun Peaks' marketing role as distinct from the various responsibilities and authorities of the local Council for Sun Peaks Resort Municipality. Our TSP Board members are pleased to have a co-operative working relationship with the Municipal Council based on open communication and the shared objective of fostering a socially and economically successful Resort Community.

We look forward to a busy summer with many activities planned for the Village that will entertain the locals and visitors. Creating a vibrant "feel" to the Village core is a key element for a successful summer season and we encourage everyone to participate in our mountain events and activities. Details are always available on the Sun Peaks website and I look forward to seeing you at the next Farmers' Market, on the golf course, at the riding stables, in one of our wonderful local restaurants or just out enjoying the sunshine!

Best regards for a good summer!

Marlie Beets
Past-Chair, TSP Board of Directors
marlie.beets@cablelan.net

Message from the President

The months between the winter and summer season are a challenging period for village businesses at the best of times. However the significant snowpack and cool temperatures forced the grip of winter to linger far longer than most potential guests and businesses would have liked.

Through May and most of June, the international tour market continued to be sluggish in its recovery from 2008 levels. However, there was success with the festival event business that drove much needed shoulder season revenue.
 
To date, occupancy reports in the second quarter indicate that the month of May trailed last year by 2% and June will likely be flat. Encouragingly, both July and August are pacing significantly ahead of last year by double digits. An enhanced summer strategy has introduced many new events to the extensive list of festivals that are all designed to drive summer visitation.
 
A new summer advertising campaign has been launched, and for the first time, consumer motivational research and resort-wide guest surveys specific to summer have been initiated.

In conjunction with business and community stakeholders, Tourism Sun Peaks is leading an exercise to strengthen Sun Peaks positioning in the market. Research shows that guests rate their perceptions of Sun Peaks far higher after they experience the resort for the first time (ie: experience exceeds expectations).  This process will build upon the great experiences, strengthen the advertising message, and better articulate why Sun Peaks is the best vacation choice in BC. Stakeholder input has already commenced and the campaign will kick-off in fall ski publications.
 
Tourism Sun Peaks wishes you an enjoyable summer.  And on behalf of the village businesses, we hope you will encourage your friends to join you at Sun Peaks and take advantage of the many activities and festivals.
 
Cheers,
Christopher Nicolson
President
tsppresident@sunpeaksresort.com

Central Reservations Explores the World of Social Media

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

DEPARTMENT HIGHLIGHTS

Seasonal Contract established for Golf Kamloops Facebook Page
• Central Reservations earns commission revenue from its call centre contract for GolfKamloops.com. Cen Res has been awarded another contract to manage the Golf Kamloops facebook account. Watch for daily posts with relevant and interactive content from the seven courses that make up the Golf Kamloops consortium.
• Become a fan of our facebook page at www.facebook.com/golfkamloops

Increase of summer guests booked year-to-date
• The average summer booking party size has increased from three to four people as the phones ring with summer holiday inquiries. As well, the total number of individual people booked year-to-date has increased by 50%, which is attributed to families booking getaways and reunions will in advance.

LOOKING AHEAD

2 for 1 summer package
• Summer activity operators have partnered with resort hotels to create a 2 for 1 package. The package features many of the resort activities (canoeing, hiking, biking etc) and allows guests to choose an activity and stay two nights in a resort hotel, all for the price of one.

Winter 2011-12 packages now available
• We are pleased to offer four different packages through the new winter brochure that are now available for booking. The Ski and Stay Free package is available during regular season and also features two holiday specials (President's Weekend and Spring Break).
• There is also an early/late season accommodation and lift package called the Super Saver, and a family mid-season package called the Family Weekend Getaway.
• For more information or to book, contact Central Reservations at 1-800-807-3257. http://www.sunpeaksresort.com/plan-your-trip/packages


Sincerely,

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

Tourism Sun Peaks increases sales leads for Sun Peaks businesses

Submitted by Colin Brost, Director of Sales

DEPARTMENT HIGHLIGHTS

Industry Trade Shows with International focus
• The Tourism Sun Peaks sales team attended three of the largest trade shows for our industry over the past three months. Mountain Travel Symposium (International Ski Tour Operator focus), Skitops Network (North American Ski Tour Operators) and Rendezvous Canada (International Summer Tour Operators) resulted in 106 scheduled appointments with tour operators and industry personnel.
• Tourism Sun Peaks was successful in securing 48 appointments at Rendezvous while the show average was 39.
• These shows bring buyers (Tour Operators) and sellers (Sun Peaks Resort) together under one roof to maximize efficiencies and allow for productive and cost effective sales meetings.
• The results included 15 new operators selling Sun Peaks and maintenance of key accounts.

Australia Consumer Shows
• Reports from our representatives that attended the Australian consumer ski shows, indicates an increase in attendance over last year. Our Tour Operator partners are also reporting strong interest for inquiries and early bookings into Canada and Sun Peaks Resort leading to forecasts of growth in the 2011/12 winter season.

Rubber Traffic Providing Results
• Efforts in our regional markets (BC, AB and WA) resulted in 17 fully qualified leads being sent out to the relevant resort members (March 1-May 31 reporting). Leads include Weddings, Hiking Clubs, Ski Clubs and Church Groups among other special interest group leads.
• 299 group business contacts were made at the recent Thompson Okanagan Tourism Association "Showcase" that toured through Calgary, Edmonton, Seattle and Vancouver. The sales team has begun follow up which has already produced a number of FAM's as a result.

LOOKING AHEAD

NSW Interschools Championships
• Taking place at Thredbo, Australia in July 2011, Tourism Sun Peaks will be attending the championships and promoting Sun Peaks to over 1900 racers and close to 10,000 skiers.
• Promotions will focus around the Sun Peaks Family Cup (Jan 4-8, 2012), as well as the Winter Festival of Wine (Jan 14-22, 2012).

Cheers,

Colin Brost
Director of Sales
salesdirector@sunpeaksresort.com

Summer advertising targets the close-to-home markets.

Submitted by Christina Antoniak, Destination Marketing Manager

DEPARTMENT HIGHLIGHTS

Summer Advertising rolls-out
• Summer advertising executions began to hit markets the week of June 6 and by end-June was in full swing. The program carries through until mid-August for most executions, although some will continue through until the end of August.
• There are three main geographic areas being targeted including: Kamloops/Shuswap, Prince George/Cariboo, and the Fraser Valley. Kelowna is targeted as a secondary market and there are online initiatives that run British Columbia wide.
• Various mediums are being used in the geographic areas including television, radio, newspaper, direct mail and contesting. Also watch for a billboard and outdoor ads in the Kamloops/Shuswap region.
• The online portion of the program (province wide) includes video ads, Facebook ads and Google Ad Words. As well, search engine optimization continues to be an ongoing focus through a third party contractor and we are seeing advances in our organic search rankings since the program began last Fall.
• The messaging for our summer advertising is on events: "Something happening every weekend!" This is coupled with the message of the diversity of activities. The call to action for most mediums is the 2-for-1 special offer on accommodation and activities.

Advances in Social Media
• Marketing and media are working hand-in-hand on the social media strategy for the resort and will be integrating some exciting new initiatives into the mix.
• Weekly or bi-weekly videos are being produced to provide relevant and fun content for YouTube, Facebook and Twitter, as well as the Sun Peaks website. These videos are casual and fun and will speak to activities and events in the resort this summer. Check out www.youtube.com/RediscoverSunPeaks to watch the golf and paddle boarding videos already posted.
• Contesting and giveaways will happen through our social media networks this summer for an added level of interaction with "fans" and "followers." The contests will mostly include an in-person element. For example, the first person on Facebook to find our Farmers' Market manager at the Sunday market will get a free cinnamon bun. This added level of engagement builds loyalty with the people we're connecting with on social media.
• The first Sun Peaks "Tweet-up" will take place this summer! This popular type of event is promoted only through Twitter and takes the form of an in-person social gathering. Stay tuned to www.twitter.com/sunpeaksresort.com for details!

LOOKING AHEAD

Strengthening Sun Peaks' Positions and Messaging
• The marketing department is working with a third party contractor to strengthen and refine the Sun Peaks brand in the marketplace amoung consumers. Spearheaded by TSP, both Sun Peaks Resort Corp. and many other resort stakeholders will be involved through various steps  in the process.
• By fall 2011, the project will deliver new, strong creative for advertising, as well as the underlying written story of Sun Peaks which will convey compelling reasons to visit Sun Peaks. The story of Sun Peaks will be the foundation of how marketing, sales and media present Sun Peaks in the market.

Cheers,

Christina Antoniak
Destination Marketing Manager
tspmarketing@sunpeaksresort.com

Summer and winter stories being pitched to writers around the world

Submitted by Melanie Simmons, Media Relations and Communications Specialist

DEPARTMENT HIGHLIGHTS

Summer and Winter Stories Sent to Media
• Throughout the spring, the focus of the media department is shared between both winter and summer. A media kit was produced for both seasons with new story ideas and angles that are designed to pique the interest of journalists looking for travel feature ideas.
• Travel writers and magazines are focusing on summer stories that will be published this summer and next, while ski journalists are already gearing up for their fall issue. The media kits and story ideas have been emailed to our media database and are also available online.

Confirming Summer Media Visits
• Summer 2011 is shaping up to be an excellent season for media familiarization tours. We already have confirmed visits from Just for Canadian Doctors Magazine, the National Post, the Globe and Mail, and The Travel Guys Television Show.
• In addition to the larger publications, TSP has also invited a selection of radio, television and newspaper journalists from the surrounding area to experience the 2-for-1 activities being promoted at the resort this summer. By inviting up these key personalities, there is an opportunity for them to experience an activity and then "chat it up" through their different channels, whether it be on the radio or through their social media networks. This program has proved extremely successful in the past and we are keen to promote it again.

Welcoming a new staff member
• We are pleased to welcome Justin Latchford to the Tourism Sun Peaks team as the Resort Experience Coordinator for the summer. Justin is a co-op student from Thompson Rivers University in Kamloops and will be using his 3- months at TSP to learn as much as possible about the different aspects of a DMO. Justin will be based primarily at the Adventure Centre this summer and will also be assisting Janice Nankivell with events.

LOOKING AHEAD

The Travel Guys Television Show
• As mentioned, we have confirmed that the Travel Guys Television Show will be shooting an episode in Sun Peaks and Kamloops this summer. This visit came about through several meetings with one of the hosts, Jim Gordon, and we are extremely excited the details have been finalized.
• The show will air on the Outdoor Life Network in summer 2012 and will include 15 minutes on Sun Peaks and 15 minutes on Kamloops. The Outdoor Life Network has a viewership of 6.2 million, so the exposure opportunity is significant.

50th Anniversary of Tod Mountain at Sun Peaks Resort
• November 18, 2011 marks the 50th anniversary of the opening of the Tod Mountain Ski Area at Sun Peaks Resort. This is a key milestone in the history of the resort and we have already had interest expressed from several freelance ski writers who are making plans to pitch the anniversary story to some of their regular publications.
• TSP will be coordinating a media event for November 18 on the anniversary, and throughout the winter season there will be a special event every month to commemorate this special occaision.

Village Vibe Resumes Weekly Publication
• With the opening of the Sunburst Chairlift for summer operations, the Village Vibe has resumed publication as a weekly document for locals and visitors looking for village information. The piece includes information on upcoming special events, concerts, and regular activities happening through the Adventure Centre.


Kind Regards,

Melanie Simmons
Media Relations and Communications Specialist
tspmedia@sunpeaksresort.com

A summer full of special events and activities

Submitted by Janice Nankivell, Events Coordinator/Adventure Centre Supervisor

DEPARTMENT HIGHLIGHTS

The Adventure Centre gears up for a busy summer
• The Adventure Centre re-opened at its Village Day Lodge location on Saturday, June 25 offering Geocaching, Canoe Rentals, Voyageur Canoe Tours, Paddle Boarding and Carriage Rides.
• NEW HOURS! The Adventure Centre will be open from 10:00am to 6:00pm daily.

Farmers' Markets return to the village square
• The Sun Peaks & Region Farmers’ Market began for the summer season on Sunday, June 12 where a dozen vendors lined the village selling local meats, seafood, arts, crafts and beauty products.
• NEW HOURS! The Farmers’ Market will take place every Sunday from 2:30pm to 6:30pm.

LOOKING AHEAD

Summer Kick-off Weekend at Sun Peaks: July 2-3
• Our brand new Summer Kick-off Weekend featuring Jo's Road Race and the Mountain of Beer and Chili Cook-off will take place this coming weekend with fun kids activities, facepainting, outdoor entertainment, buskers and a brand new Family Fun Bike Ride to McGillivray Lake!

Wine and Culture Festival: July 15-17
• The 4th Annual Wine and Culture Festival is a fusion of British Columbia’s boutique wineries, local cuisine, arts, crafts, quilt classes, a judged quilt show, and the symphonic sounds of ensembles from members of the Kamloops Chamber of Musicians.
• New this year! Tourism Sun Peaks and the Kamloops Art Gallery are pleased to announce The Sun Peaks Home Tour: Architectural Spaces. This event will take place Sunday, July 17.
• Tickets for the Wine and Culture Festival are on sale through the Sun Peaks Adventure Centre by calling 250-578-5542 or email activities@sunpeaksresort.com.

Music in the Mountains: August 6-7
• Members of the Kamloops Symphony Orchestra (KSO) are returning to Sun Peaks to serenade guests with melodic music. Stay tuned to www.sunpeaksresort.com for more information!

Kind Regards,

Janice Nankivell
Events Coordinator/Adventure Centre Supervisor
tspevents@sunpeaksresort.com

New Board Members Elected to TSP
Congratulations to Silvia Erler, Peter Ernst and Manfred Kasprizk who were elected to the Tourism Sun Peaks Board of Directors at the AGM on June 25, 2011.
Sports Centre Survey
Take a few minutes to fill out a short survey on the Sun Peaks Sport centre!
July 15-17: Wine and Culture Festival
Book your tickets today! Enjoy a wine seminar, the Art Walk, Salmon BBQ's and more!
August 6-7: Music in the Mountains
Back by popular demand, Music in the Mountains will showcase members of the Kamloops Symphony Orchestra.
Sept. 24-25: Classic Car Gathering
The Vintage Car Club of Calgary will show off their prized cars during a Show & Shine in the village.
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.