Tourism Sun Peaks Quarterly E-newsletter Sun Peaks Resort
SECOND QUARTER 2013 | SUMMER

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 President
Member Notice: New Paperless Billing
Central Reservations: Full Summer Ahead
Sales: Increasing Regional Summer Sales
Marketing: Summer Advertising Creates Momentum in Regional Drive Markets and Winter Marketing Planning Begins
Media Relations: Proactive Media Out Reach
Events: New Events and Activities to Draw Guests This Summer
Message from the President

Dear Members,

Summer at Sun Peaks is off to a positive start. Room night reports comparing summer 2013 to last year suggest good reason for optimism. June has proven to be a very good month for the accommodation sector and advance bookings for July, August and September are pacing well ahead of last year.

Most summer activities, such as golf, have commenced for the season and a busy event schedule is in its final planning stages with many new attractions. The West Coast Lumberjack Show (June 29 & 30), Canada Cup Mountain Bike race (July 6 & 7), Global FMX Motocross Show (July 6) and Burton Cummings concert (July 13) are keynotes of the first two weeks. The weekly Sunday Farmers’ Market has commenced and Colin James was recently announced as the August 31 headliner in the 2013 Summer Concert Series.

Returning owners and residents will also notice a fresh look within the Sun Peaks Village. The Resort Municipality’s RMI funds (a portion of the hotel tax paid by visitors) have been invested into stage infrastructure as part of the summer event strategy. This includes a significant remodelling to the Clocktower Stage in the Village Square, and the construction of a new stage in the Upper Village Plaza. The beautiful cedar wood was funded through the RMI programme, and appreciation goes to local builder Meranti Construction for donating materials, time and labour to complete the project. Special recognition goes to Darcy Franklin of Meranti Construction for his vision and design of the new stage.
 
On the other side of the globe, our sales teams have been active selling Sun Peaks ski vacations to Aussie and Kiwi guests. Development for the new winter marketing campaigns has also commenced. This year, Tourism Sun Peaks is serving as Chair of the Alpine and Nordic marketing committees for Canada’s West Ski Areas Association. These committees focus on the branding and marketing for British Columbia skiing.

Our thanks goes out to those members who were able to attend the June 22nd Annual General Meeting. I welcome questions and the chance to discuss TSP initiatives with members at any time. Don’t be shy. Please contact me at 250-578-5381 or President@SunPeaksTourism.com. We are also looking for input from our members on next year’s AGM meeting date and time. Please go to http://svy.mk/18l6PlU to complete a very short survey; we appreciate your time and input.

Cheers,

Christopher Nicolson
President, Tourism Sun Peaks
President@SunPeaksTourism.com

Member Notice: New Paperless Billing

In efforts to increase efficiency and member convenience while reducing our environmental impact, TSP’s accounting department is now offering paperless billing via email. Members who are interested in changing how they receive invoices can contact Karen Kilba at 250-578-5380 or Admin@SunPeaksTourism.com.
Central Reservations: Full Summer Ahead

Submitted by Theresa St. Louis, Central Reservations Manager

DEPARTMENT HIGHLIGHTS

New Team Members
Central Reservations welcomes two new, full time team members this summer: Ashleigh Capper as reservations coordinator and Charlotte Drewett as reservations agent.

Burton Cummings Front Stage Access Sold Out
Burton Cummings Front Stage Access tickets sold out by June 18, showing strong interest and bookings well before the event. We are still encouraging guests to book the remaining available two night accommodation options to enjoy the entire weekend of festivities, including concert viewing in the General Access area. Packages for the August 31 Summer Concert Series will be available shortly.

Operating the Adventure Centre
Central Reservations, located in the Delta Residences, is operating all Adventure Centre activity bookings through the summer months. The upper village location provides guests with the same level of service from a village location adjacent to hotels and near east village townhomes. 

LOOKING AHEAD

Summer Occupancy Pacing Ahead
Sun Peaks is pacing ahead in summer resort occupancy. July and August are currently pacing 10 per cent above last season at this time.
Sales: Increasing Regional Summer Sales

Submitted by Colin Brost, Director of Sales

DEPARTMENT HIGHLIGHTS

Brand Building in Key Markets
The advertising and media departments are supporting an increase in consumer direct advertising in international markets, led by the Director of Sales. This includes full page ad placements and supporting editorial copy in key print publications in Australia and New Zealand such as the Snowy Times, Out and About with Kids, Ski & Snow New Zealand and others. The campaign compliments ongoing efforts with key partners in-market through the traditional cooperative marketing program. Other strategic partnerships continue with Interschools Australia, Southern Alps Ski Club and Ski Adventures.

Wedding Shows Say 'I Do'
Weddings continue to be a strong market segment for Sun Peaks and efforts at past wedding shows have contributed to this segment comprising nearly 50 per cent of all regional leads. TSP participates in The Vancouver Wedding Show, The Vernon Bridal Show and the Prince George Storybook Wedding Show reaching almost 5,000 brides-to-be. Wedding leads have also been generated at home shows and ski shows as well.

LOOKING AHEAD

Increase in Regional Association Business
The Vintage Car Gathering in September has been re-branded as the “Run to the Sun” Classic Car Gathering to attract new auto enthusiasts to the resort. Although the Vintage Car Club of Calgary first organized the event and continues to be involved, the TSP sales team has orchestrated a collection of clubs all assisting in various ways. This has resulted in ten auto club leads being generated for the event with an estimated 120 cars in the show’n’shine.

The sales team approached Harley Owners Groups resulting in a resort visit from the Vancouver Island HOG Chapter and is now negotiating a new Harley event for 2014. The chapter estimates 50 Harleys will also make the journey to Sun Peaks this September to check out the “Run to Sun” Classic Car Gathering.
Marketing: Summer Advertising Creates Momentum in Regional Drive Markets and Winter Marketing Planning Begins

Submitted by Christina Antoniak, Destination Marketing Manager

DEPARTMENT HIGHLIGHTS

Summer Advertising Leverages Concert Series in Key Drive Markets
Radio contests featuring concert prize packages complete with Front Stage Access tickets kicked off this summer’s advertising in Vancouver (Rock 101fm), Kelowna (96.3fm Classic Rock), Prince George (99.3 The Drive), and Kamloops (98.3fm CIFM). A week long promotion in early June on Global TV BC’s Morning Show offered a Burton Cummings prize package that drew 3,900 entries. Unique advertising placements at Aberdeen Mall (Kamloops) and Orchard Park Mall (Kelowna) will reach large volumes of summer mall traffic, while summer long television campaigns will run in these markets and Prince George. Online advertising continues to be a focus, with comprehensive campaigns on Google Ad Words, Google Display, You Tube, Facebook and video pre-roll networks.

Canada’s Alpine Blossom Festival to Include Photography Competition
To increase awareness of the alpine blossom season, and its official celebratory weekend from August 2 to 5 including B.C. Day, the marketing department will launch a photography competition on that weekend to encourage guests and locals alike to capture their interpretation of the alpine wildflowers. Photos will be judged by professional photographers and prizes will include cash incentives plus the chance to appear in Tourism Sun Peaks’ summer 2014 advertising campaigns.


LOOKING AHEAD

Winter Planning To Commence in July
Strategy and tactical discussions that will shape the regional winter advertising campaigns will start in July. This includes an evaluation of the weight of invested dollars by market. Markets for consideration include Vancouver, the Fraser Valley, Victoria, Seattle, Edmonton, Calgary, Prince George, Toronto and Ottawa. The Tourism Sun Peaks Marketing Committee assists in guiding this strategy.

Don’t Take Our Word for it... Here’s What Our Guests Have to Say
Taking word-of-mouth to traditional advertising, the winter campaign will focus on incorporating guest testimonials gathered through a variety of sources. These testimonials will share first hand, authentic experiences from guests in a new way to communicate the resort’s unique and special qualities. 
Media Relations: Proactive Media Out Reach

Submitted by Brandi Schier, Media Specialist

DEPARTMENT HIGHLIGHTS

In Market Media Calls
The media relations team travelled to Vancouver in early April to meet with Destination BC and the Canadian Tourism Commission’s media teams, as well other journalists and media outlets to discuss story opportunities for the upcoming summer and winter. Media calls were also conducted in Kamloops in June to update the Thompson Okanagan Tourism Association and local writers and broadcasters on summer events and stories, as well as foster positive, ongoing relationships. The media team will also travel to Kelowna to increase Sun Peaks media awareness in this important summer drive market.

Media Kits & Unique Story Ideas
New summer story ideas and the 2013 Summer Media Kit are now available online on the media centre (www.SunPeaksResort.com/media-centre). The summer media kit has been distributed to key media and features information on Sun Peaks’ summer experiences as well as unique summer story ideas, drawing on events, local personalities and more. An early 2013-2014 Winter Media Kit has been distributed to Australian and New Zealand media to coincide with the beginning of the southern hemisphere ski season.

Summer Media Visit Invitations
This spring, TSP has been actively inviting journalists to visit Sun Peaks during the summer to experience and write about many core experiences as well planned festivals and events. Over 60 selected journalists have been contacted so far with Sun Peaks media visit opportunities, resulting in several confirmed high quality media visits this summer.


LOOKING AHEAD

The Return of #SunPeaks360
Tourism Sun Peaks will continue to utilize the brand equity in #SunPeaks360 built over the winter’s 'Just Picture It' social media campaign. Once again capitalizing on user generated photos and content, TSP will use hashtagged photos to tell the story of the Sun Peaks experience to a wider audience and encourage guests to share their Sun Peaks moments with their own personal networks. Potential prizing will be at random and allow for greater flexibility and spontaneity in rewarding guests for sharing. Share your photos to Twitter, Instagram and Facebook with #SunPeaks360 this summer. 

Events: New Events and Activities to Draw Guests This Summer

Submitted by Janice Nankivell, Events & Adventure Centre Manager

DEPARTMENT HIGHLIGHTS

The Adventure & Information Centre
The Adventure Centre relocated to the Tourism Sun Peaks office this summer offering Geocaching, Canoe Rentals, Kayak Rentals, Voyageur Canoe Tours and Stand Up Paddle Boarding. We also have three new activities this year, Nordic Pole Walking, Trail Rides at Tod Mountain Ranch and Adams River Rafting! The Adventure Centre has changed its hours this summer and will be open from 9:00 am to 5:00 pm daily. The Adventure Centre will return to the Village Day Lodge for the winter.

The Sun Peaks & Region Farmers' Market
The Sun Peaks & Region Farmers’ Market Board of Directors have been meeting regularly to increase the promotion of the market and increase awareness and importance of buying local produce. The market will run Sundays from June 29 to September 8 this year, from 9:30 am to 2:30 pm.

LOOKING AHEAD

Summer Kick-off Weekend in Sun Peaks
Summer Kick-off Weekend featuring the 6th Annual Mountain of Beer & Chili Cook-off and a brand new addition, the West Coast Lumberjack Show, will take place on June 28 to 30 with fun kids' activities, face painting, outdoor entertainment, buskers and more!

Burton Cummings FREE Outdoor Concert
The Burton Cummings concert is expected to exceed 2012 numbers seen during the Kevin Costner and Modern West weekend. The free outdoor concert takes place on Saturday, July 13 with musical entertainment starting in the village at 11:00 am.

Retro Concert Weekend
Our 4th Annual Retro Concert Weekend will take place from August 16 to 18 with an extra band added to the Friday night line-up. With a new stage location to accommodate the growing audience this is another weekend not to be missed!

Summer Entertainment
The summer months include events and entertainment every weekend. Go to www.SunPeaksResort.com/events to see the full calendar.

AGM Date Member Survery
Please aid us in setting next year's date and time of day for the Annual General Meeting by filling out a very short survey.
Free Outdoor Concert ft. Burton Cummings
One of the most celebrated rock artists in Canadian music history, Burton Cummings, will perform LIVE with his full band in Sun Peaks on July 13 for a FREE outdoor concert event!
Canada's Alpine Blossom Festival
This weekend festival is the perfect way to spend family time over the BC Day long weekend. The village will be host to entertainers and activities, including live music, a kids zone, and more.
4th Annual Retro Concert Weekend
Dust off your dancing shoes and enjoy FREE tribute band concerts all weekend long at Sun Peaks! These all ages shows will be a hit for the entire family to listen to and enjoy.
Free Outdoor Concert ft. Colin James
Six-time Juno winner and multi-platinum selling artist, Colin James, will be performing live as part of the 2013 Summer Concert Series.
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