Case Competition 2011 - submission (diploma category) from Okanagan College.

1. BC Parks & the BC VIC Network:
Building Bridges to Increase
Visitation and Business
Okanagan School of Business
Okanagan College Representatives:
Shelby Franson, Jena Huber,
Jordan Lacroix, Nathan Milligan

2. "To enable tourists to be aware, interested
and visit BC Parks through innovative
partnerships with Visitor Information
Centres, leading tourism businesses, and
outdoor recreation agencies."

3. Provincial Parks in the Region
• Saltery Bay • Stawamus Chief
• Alice Lake • Roberts Creek
• Coquihalla Canyon • Golden Ears
• Desolation Sound Marine • Mount Seymour
• Cypress • Peace Arch
• Skookumchuck • Porpoise Bay
• Manning
• Garibaldi

4. Vancouver Coast and Mountains
Activities
• Hiking • Fishing
• Boating • Beaches
• Horseback riding • Skiing/Snowboarding
• Camping • Snowmobiling
• Canoeing/Kayaking • Snowshoeing
• Biking
• Swimming
• Picnicking

5. Visitor Information Centres
Vancouver Coast and Mountain Visitor Center
Network
• 29 Visitor Centers in this area i.e.
Vancouver, Richmond, Chilliwack
• Travel Information
• Accommodation Reservations
• Province Wide Trip Planning
• Larger centers in DMO offices, smaller centers in
Chamber of Commerce

6. Tourism and Hospitality Partners
• Hotels
• Restaurants
• Outdoor Adventure Operators
• Hiking Clubs i.e. Chilliwack Hiking Club
• Snowshoeing/Skiing/Cross Country Skiing Clubs
i.e. The Skiers
• Canoeing and Kayaking Clubs
• Fishing Club i.e. North Shore Fish and Game Club

7. Strategic Alliances with Regional VIC
• Training staff within the VIC Training Program
and FAM tours to BC Parks in their area
• Employ a Parks Specialist
• The Florida Store Concept

8. Strategic Alliances with Outdoor
Recreation Organizations
Trails BC
• Thousands of members
• Assist with trail building and assistance
• Help plan for Future Linear Parks

9. Strategic Alliances with Regional
Tourism and Hospitality Businesses
Mountain Equipment Co-op
• Sponsorship of BC Park Concept Store within
downtown Vancouver VIC
• Interactive audio visuals in MEC stores in the region
• Proprietary BC Parks “App” available to MEC members
• Contests and Draws

10. Key Stakeholders
A working task force led by Tourism BC Visitor Information
Services that are made of representatives from:
• BC Parks
• Visitor Info Centres
• Destination marketing organizations
• Chambers of Commerce
• Outdoor Recreational Organizations
• Tourism Operators in Vancouver Coast and Mountain area
2 year pilot project

11. Measuring Success
• Incept Surveys- in park surveying of
guests, identify where they found out about
BC Parks
• Administered by summer students
• Overseen by BC Parks administration
• Shared data
• Additionally track and measure increase
number of promotions and activities between
VIC centres, BC Parks, Tourism Operators and
Clubs

12. Working Budget
BC Parks and BC VIC Network Pilot Program Implementation Budget
VIC Centres Training 29 $500/Centre $14,500
VIC Centres Dedicated Staff 10 $40,000 $400,000
VIC Centres Concept Store 1 $150,000 $150,000
Outdoor Presentations 10 $500 $5,000
Recreational
Organizations
Regional Guided Tour 6 $1,500 $9,000
Tourism Promotion
Operators
Total =
$578,500

13. To accomplish our vision for BC Parks
1. Establishment of BC Parks Concept Stores
within Visitor Information Centres
2.Forging alliance with outdoor adventure
clubs to foster awareness and referrals
3. Developing partnerships with local tourism
operators
4. Evaluate and monitor success of Pilot
Program
5. Upon success, rollout to other areas of BC

14. References
Works Cited
• Shangaan Web services Inc. (2006). Quail's Gate Estate Winery. Retrieved October 24, 2011, from
Vancouver Island: http://www.vancouverisland.com/attractions/?id=118
• British Columbia Canada. (2011). Vancouver, Coast and Mountains visitor centres. Retrieved
October 24, 2011, from hello BC: http://www.hellobc.com/en-
CA/VisitorCentres/VancouverCoastandMountains.htm?FLID=18&CATID=5041&LOCID=669&NBY=Tr
ue&PN=1&IIA=True
• British Columbia Canada. (2011). Vancouver, Coasts and Mountains Parks. Retrieved October
24, 2011, from hello BC: http://www.hellobc.com/en-
CA/SightsActivitiesEvents/NaturalSightsParksWildlife/Parks/VancouverCoastandMountains.htm
• Heine, A. (2010, April). Stock Photo. Retrieved October 24, 2011, from 123rf:
http://www.123rf.com/photo_9440205_mount-assiniboine-provincial-park-at-midday-taken-from-
lookout-sunshine-reflecting-in-lake-blue-sky-.html
• Lebrun, L. (2000). Trails BC Southwest Council. Retrieved October 24, 2011, from Trails BC:
http://www.trailsbc.ca/southwest_region/sw_admin.asp
• Ministry of Natural Resource Operations. (2011). Coast Region. Retrieved October 24, 2011, from
Sites and Trails BC: http://www.sitesandtrailsbc.ca/search/search-location-
summary.aspx?districtCode=RDCK
• Wilderness Tourism Association. (2010). Home. Retrieved October 24, 2011, from Wilderness
Tourism Association: http://www.wilderness-tourism.bc.ca/index.html
•

15. Questions?