2017 Annual Report

32 City of Chilliwack 2017 Annual Report Tourism Chilliwack Inc. Led by a private sector Board of Directors, Tourism Chilliwack was incorporated in December 2006 with the City of Chilliwack the sole shareholder. Tourism Chilliwack was originally established in 1998 as a subsidiary of the Chilliwack Economic Partners Corporation (CEPCO). The tourism industry in Chilliwack continues to play a significant role in the provincial economy in terms of revenue earned by tourism businesses, value added to the economy by tourism activities and creation of employment opportunities. Tourism Chilliwack is based at the Chilliwack Visitor Centre and is a leading Community Destination Marketing Organization in British Columbia, with a vision “to create a WOW destination” by strengthening the tourism industry in the City of Chilliwack. The mission of Tourism Chilliwack is simple, “To grow Chilliwack’s tourism economy”. This captures the partnership approach necessary to increase the economic benefits derived from the tourism industry for our community. In order to achieve the Tourism Chilliwack mission, efforts will be organized with focus on the following key result areas: 1. Regional Destination Marketing 2. Partnership and Product Development 3. Entrepreneurial Mindset Within each of these key result areas, strategies have been developed. These strategies are not ends in themselves, but rather are the approach believed to move Tourism Chilliwack towards accomplishing its mission. Progress, using these strategies, will be tracked and evaluated on an ongoing basis and the merits of the strategies will be determined on an annual basis in the organization’s business plan. Since January 2012, Tourism Chilliwack has been the facility manager of Chilliwack Heritage Park. This important community owned trade and exhibition facility is home to a wide range of events and activities throughout the year. As site managers, the organization works to ensure that the operation remains financially sustainable and continues to be an economic driver in the community. The Chilliwack Visitor Centre is open year-round and benefits from a highly visible and accessible location alongside Highway #1. It receives many positive comments on the amount and quality of information available for both local residents and visitors. Tourism Chilliwack is proactive in exploring new ways to provide visitor services and takes advantage of highway signage, social media, blogging and other online technology to accomplish this objective. Tourism Chilliwack also provides the materials necessary to properly market Chilliwack as a visitor destination. An extensive library of quality high definition video footage and photographs of Chilliwack and the surrounding area has been compiled. The community marketing materials include a Visitor’s Guide and maps, in addition to sector/activity focused initiatives that promote a wide range of agri- tourism, arts and culture, hiking and fishing. The business-minded approach of Tourism Chilliwack provides expanded revenue opportunities not dependent upon government funding. Since 2007, Tourism Chilliwack has been the owner/operator of the Chilliwack Flag Shop franchise, one of twelve locations across Canada. This business initiative better utilizes the high profile nature of the Visitor Centre by attracting people year-round.