资源描述
Feasibility Study and Business Planprepared forPowell River Parks and Wilderness Society (PRPAWS)andCommunity Futures Development Corporation of the Powell River RegionandHuman Resources Development CanadaJanuary, 2000prepared bySynergy Management Group Ltd.Business and Economic Development Consultants201 Selby St., Nanaimo, BC V9R 2R2250-758-6399, or 1-800-838-4808 Fax 250-755-7711Branch Offices : Vancouver & VictoriaInternet Home Pages : http:/www.synergy- e-mail address : jaysmgandChris RoddanADR Forestry Systems / Shearwater Ltd.Powell River, BCTable of Contents Section Description Page 1.0 EXECUTIVE SUMMARY11.1The Role of Tourism in Sustainable Development11.2The Link Between Trail Development and Tourism21.3Powell River, and the Regions Outdoor Adventure Opportunities31.4Dependency and Diversity and Tourism Multipliers in the Region41.5Sunshine Coast Trail Backgrounder and Specifications51.6Local Infrastructure to Support the Trail51.7Ecotourists : Profile61.8Role Modelling of Long Distance BC Trails71.9Regional Stakeholder Interviews81.10Jurisdiction, Tenure and Forestry Issues91.11Marketing and Imaging the Sunshine Coast Trail111.12Ownership, Governance and Management Model131.13Trail Development : Capital Costs141.14Proposed Revenue Streams161.15Budget and Proformas181.16Sliammon First Nation251.17Economic Benefits Analysis261.18Strengths, Weaknesses and Risks291.19Action Plan & Timelines Chart322.0 FEASIBILITY PLAN AND MARKET / INDUSTRY RESEARCH382.1Powell River and the Regions Outdoors / Adventure Tourism392.2Dependency, Diversity and Tourism Multipliers in the Region502.3Sunshine Coast Trail History and Description51 Section Description Page 2.4Powell River Parks and Wilderness Society (PRPAWS)542.5The Ecotourism Marketplace and Industry562.6Role Modelling Other Long Distance Trails622.7Overview of Long Distance Trails in B C672.8Powell River Stakeholders Interviews752.9Interview Results752.10Economic Role Modelling822.11Trail Liability and Risk Management Issues933.0 BUSINESS PLAN AND ACTION PLAN973.1Local Infrastructure in Place to Support the Trail983.2Jurisdiction, Tenure and Forestry Issues1003.3Marketing and Imaging the Trail1103.4Ownership, Governance and Management Model1203.5Trail Development Costs1253.6Sliammon First Nation1273.7Proposed Revenue Streams1293.8Budget and Proformas, Including Financial Assumptions1323.9Economic Benefits Analysis1383.10Strengths, Weaknesses and Risks1413.11Training Issues and Opportunities1433.12Action Plan and Timelines145Bibliography151Sunshine Coast Trail Business Plan Completed by :Synergy Management Group Ltd.Business and Economic Development Consultants201 Selby St., Nanaimo, BC V9R 2R2250-758-6399, or 1-800-838-4808 Fax 250-755-7711Branch Offices : Vancouver & VictoriaInternet Home Pages : http:/www.synergy- e-mail address : jaysmgandChris RoddanADR Forestry Systems / Shearwater Ltd.Powell River, BCJanuary, 2000Readers NoteThis report represents a combination of a Feasibility Study and a Business / Action Plan.From the onset of Synergys mandate, it was apparent that examining the feasibility and viability of the Sunshine Coast Trail was a critical component of the workload, and preceded the ability to design a Business Plan document that would establish a gameplan for proposed continued implementation of the trail initiative.The results of the research, lessons learned from role modeling and comprehensive feasibility work were integrated into the Business / Action Plan portion of this document.This report is divided into three tabbed sections.1Executive SummaryPresents only an overview of the highlights of the Feasibility Plan and Business / Action Plan.2Feasibility Plan & ResearchRepresents the results of market research, ecotourism industry research, ecotourist traveler profiling, regional stakeholder interviews, regional infrastructure analysis, jurisdiction and tenure, first nations, and extensive role modeling of other provincial, national and international trails. Further, each area covered herein is accompanied by a analysis of what was learnt from the exercise in direct relation to the Sunshine Coast Trail, and key recommendations and conclusions.3Business / Action PlanThe Business / Action Plan encompasses a strategic analysis of the Sunshine Coast Trails proposed operation, financial forecasting, benefits analysis, strengths and weaknesses, capital and operating costs, proposed ownership and governance, marketing strategies and a Gant Chart Action and Implementation Plan.1. Executive Summary and Action PlanThe economic impact of outdoor recreational opportunities has been defined as “the sum total of economic gains to all sectors of the economy.” 1. Research shows that trails create jobs, enhance property values, expand local businesses, attract new or relocating businesses, increase tax revenues, decrease local government expenditures and promote community well-being.1.1 The Role of Tourism in Sustainable DevelopmentEcotourism, a specialty segment of the larger nature tourism market, is defined as an enlightening nature travel experience that contributes to conservation of the ecosystem, while respecting the integrity of host communities.” 2. Definitions also include nature-based travel, adventure travel, sustainable tourism, cultural tourism and alternative tourism.Eco-tourism is categorized by groupings which match the activities with the destination and/or season as follows:LandBackpacking, mountain climbing, hiking, camping, trail riding.RiverRafting, canoeing, kayaking.WinterCross country skiing, snowmobiling, ski-touring, dog sledding.WildlifeWildlife viewing, photo safaris.CulturalHistoric site viewing, educational tours, native villages.Consideration of tourism, the environment, and concepts of sustainability should encompass four key challenges: An understanding of how tourists value and use natural environments; Enhancement of the communities dependent on tourism as a industry; Identification of the social and environmental impact of tourism; and Implementation of systems to manage these impacts.1 Ministry of Natural Resources, 19942 Canadian Environmental Advisory Council, 1992Page -0-The linkage between environment as an attraction and economic impact can be substantial. Outdoor recreation activities that is, pursuits that are heavily dependent on natural environments, are important components of many regions tourism industries. 3Ecotourism is one of the fastest growing sectors of the tourism industry in B.C., currently worth $150 million a year and expanding at the rate of 20% a year. In recent years, B.C. has built up a reputation for being one of the premier sources for outdoor experiences.1.2 The Link Between Trail Development and TourismTrails can be defined as “narrow, linear recreational routes normally used for activities such as hiking, bicycling, horseback riding, motorcycling, snowmobiling and cross country skiing. ”Tourism can be defined as “ the phenomena associated with people travelling overnight for pleasure. ” 4When trails and tourism are brought together through planning and management, trail tourism results.Around the world there are numerous examples of flourishing trail tourism; the longstanding success of trail tourism in the European Alps; the recent popularity of the Milford Track in New Zealand, the Inca Way in Peru; the trails in Nepal, and the route to Everest being used by over 10,000 tourists annually. In the U.S. the Appalachian Trail has long been popular and there is substantial and growing use of national and provincial park trails by domestic and foreign tourists. The West Coast Trail is so popular that use is restricted, fees are charged and an alternative trail has been provided to cater to the demand. In Ontario, the Bruce Trail, in particular, is a tourist attraction and the Lake Ontario Waterfront Trail is becoming one.The primary goals are to develop a trail experience that:3 Linking Tourism, the Environment, and Concepts of Sustainability, Stephen F. McCool4 Trails and Tourism: An Overview, John Marsh, Trent UniversityPage -20- Captures the essence of the surrounding landscape and setting and is distinctive in image and appeal from similar trails in other locations; Will attract a wide variety of users from those seeking the ultimate outdoor challenge to those wanting a less demanding experience and even where possible to give disabled visitors an opportunity to experience the trail; Will ensure the safety of all visitors; Will protect the landscape and work within the development guidelines set by Ministry of Forests; Will provide additional services and facilities as necessary to enhance visitors overall experiences and ensure the trail operates in a cost effective manner; and Expands opportunities for the involvement of different private/public sector interests through partnerships and individual efforts that can further promote other tourism related activities within the region.1.3 Powell River, and the Regions Outdoors / Adventure Tourism Assets and OpportunitiesAn extensive study was recently (August, 1999) completed by PriceWaterhouseCoopers. Certain brief and select highlights regarding tourism visitor flow, outdoors adventure tourism data and tourism infrastructure are included herein.What do these findings reveal about Powell River in relation to the Sunshine Coast Trail?The Powell River region is considered by many industry experts as an outdoors paradise that is far from being developed close to its potential.Existing hiking venues include not only the Sunshine Coast Trail, but thirty six other hiking and mountain biking trails, the Back Country Trail and the Front Country Trail.Marine tourism (both fresh and saltwater) are a prime focus of outdoors tourism activity, with saltwater being the predominant area.Water-based tourism far exceeds land-based. Of the 36 tourism operators in the region, only three are land based (biking, hiking services) and another small groupare freshwater (canoeing, etc.). The balance are saltwater (diving, cruising, charters, sailing, houseboats, and others).The Sunshine Coast visitor and resident traffic (2.46 million) corridor, as well as the Vancouver, Vancouver Island, and Washington marketplaces are all viable target markets for the Sunshine Coast Trail. Their proximity to Powell River and their demographics and interest in outdoors adventure tourism clearly identify these as priority marketplaces and accessible through creative, proactive and, in certain instances, piggyback marketing (dealt with separately in this report).Visitor traffic to Powell River is 67,000 to 151,000, including commercial and non-tourist traffic. This limited tourist traffic is an identified weaknesses of this project, and is dealt with separately in this report.There is an existing infrastructure of accommodations, camping, hospitality and travel services.1.4 Dependency and Diversity, and Tourism Multipliers in the Powell River RegionEvery region within BC has been analyzed and assigned a series of indices and multipliers to reflect dependency on various economic sectors, the impact of growth (or decline) in any one sector and its trickle effect onto other areas of a regions economy. 5 Indicator Score What it MeansIncome Dependency for Forestry34This show how much the community relies on each of the basic sectors. The Income Dependency is the percentage of basic sector income for the region that is attributable to each basic sector. 34% of all basic employment income in Powell River is derived from forestry and pulp & paper. The norm is 10-15.Direct Tourism Ratio2.38Ten new tourism jobs will create 23.8 direct and indirect tourism jobs.5 “British Columbia Local Area Dependencies and Impact Ratios, 1996. Ministry of Finance and Corporate Relations, Published May, 19991.5 Sunshine Coast Trail Background and Specifications1.5.1 HistoryThe Sunshine Coast Trail was conceived in 1992 when a handful of outdoor enthusiasts realized that there was a vanishing amount of accessible old growth left on the Upper Sunshine Coast. They formed the Powell River Parks and Wilderness Society (PRPAWS), a registered non-profit charitable society to set aside protected areas linked by corridors, as well as beginning work on the 180 km trail connecting the old growth from Saltery Bay to Sarah Point.Phase I of the Sunshine Coast Trail was completed in the fall of 1998 connecting the old growth areas of Mount Troubridge, Smith Range, Confederation Lake and the Gwendoline Hills. PRPAWS has also successfully negotiated a further 4,000 hectares of land contained in two protected areas in the Powell River region; the Inland/Confederation/Haslam area and the Duck Lake area. PRPAWS visualize that eventually a hiker will have the option to hike hut-to-hut or complete a section one day at a time and leave the trail to stay in nearby hotels overnight. Currently, there are three bed and breakfasts, one hut, one hostel, one motel and two restaurants along the route.Phase 2 is being planned to build more outhouses, picnic tables and campsites, with Phase 3 including the construction of cabins. With its many access points, the trail offers a choice of difficulty, duration, terrain and activity. and is intended to lay the foundation of a sustainable environment and economy in Powell River for future generations.1.6 Local Infrastructure In Place to Support the Sunshine Coast Trail 6An analysis of the hospitality sector and goods and service providers in the region has shown that there is a reasonably established infrastructure already in place to service potential trail visitor users, although the quality of accommodations was a limiting factor for the higher end marketplace . These infrastructure organizations include accommodations,6 Information extracted from the Powell River Tourism Study, PriceWaterhouseCoopers for Community Futures Development Corporation of the Powell River Region, August 1999food and beverage, tour operators, travel service and transportation. It has also been determined that there is room for growth in the more direct service providers (i.e. guiding, outfitting, equipment rentals, etc.).1.7 Ecotourists - Who Are They and What Are Their Outdoors Adventure Needs and Tastes ?Eco-vacations are a significant growth in the travel trade, worldwide. There is an increased demand and interest in soft adventures.Environmental concerns are important in destination selections. There is a strong growth in education and awareness in eco-travelling.Walking and, particularly hiking, are the highest priority activities. Hiking is the highest activity preference by 24-37% of eco-travellers interviewed, while 45- 60% of experienced ecotravellers prefer hiking.Ecotravellers are well read (Outdoor Life, National Geographic) and well educatedThese ecotravellers are strong joiners, i.e. clubs, organizations, special interest groups.The age group is broad based - 25 to 54.Scenery and nature experiences are of paramount importance. A natural wilderness and undisturbed appearance is also of importance.Based on the extensive eco-profiling work researched and carried out, it is apparent that the Sunshine Coast Trail appeals to a broad based, economically comfortable, somewhat adventurous group who prefer hiking, nature appreciation and soft adventures. There is a definite fit between the offerings of the Sunshine Coast Trail and the prospective trail users.1.8 Role Modelling of Long Distance BC Trails (Over 25 km)What has been learned from the role modelling of established BC Trails ?Most trails are short distance (5-11 km), and easy hiking.Purist trail users are in the minority. The Baby Boomer market is a strong user niche.The majority of hikers using longer distance, more difficult trails are young (25-34), travel in small parties (3-4), and the majority (75%) have some hiking experience.Soft adventure hiking is the most popular and in most demand, and widens the trail user age group (25-54).Varied activities, multi-uses and interpretive services / guiding are strong selling features.Private sector and First Nation contracts are commonly awarded for maintenance, traversing streams and ravines, and facility management.The Westcoast Trail hosts 10,000 users each year, each paying $95 in user fees. Visitors come from the Lower Mainland (23%), Vancouver Island (15%), Alberta (19%), Germany (11%) and the U S West Coast (6%).Internet and word of mouth are the most often quoted information and referral sources.85% target the trail as their main destination, with few touring the region before or after their trail experience.Private sector ventures that succeed provide transport, camping facilities, groceries, supplies, hiking supplies and equipment and food. Least successful are other attractions, gift shops and hotels / motels.Of great importance to hikers is the quality and accuracy of trail information provided, the maintenance of trails and safety.1.9 Regional Stakeholder InterviewsA spot survey of stakeholders in the Powell River region was conducted with the following results. A sampling of operators in the following categories were selected: Hotel and Motels Bed and Breakfasts Resorts and Marinas Cabins and Cottage Rentals Campsites Commercial Operations Transportation Services1.9.1 Interview Results All were familiar with the trail and the ongoing initiative; 95% reacted positively when asked their opinion of the trail complex; 85% stated their business was improved by the trail and the visitors, but only 15% stated that the trail created more jobs in their companies (this is due to the current low volume of trail users and visitors from outside the region); 40% would diversify and expand their businesses as trail usage increases; 60% currently market the trail along with their own companies; 85% would offer, or do offer special packages to trail users; 0% see the trail as competition, or that the trail will create competition, or reduce their business; benefits accrued to the trail (particularly as it grows in popularity) are: attracting more visitors, more use of existing facilities, attracting new businesses, attracting different age groups and visitors from different origins (i.e. different than current visitor traffic), and the creation of additional infrastructure to service trail users; trail management is foreseen as volunteers (20%), paid (25%), government (10%) and the balance as a combination of the preceding; 60% stated the trail should not charge user fees; Internet marketing, brochures and word of mouth were the most often suggested marketing tools; trail funding sources include donations, user fees, taxes, fundraising events, government grants and economic development funds; and 45% stated they would become involved in some facets of the trail and its ongoing development.1.10 Jurisdiction, Tenure, Forestry IssuesThe S
展开阅读全文