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Feature - After a difficult year, Tourism Whistler planning for better days

But long-term strategy in the works to keep the resort on top

The most recent statistics from Tourism Whistler show that overnight stays in the resort were down 18 per cent last month, and eight per cent for the season.

The biggest drop came from long-haul east coast U.S. and Canadian markets, which is hardly a surprise considering global events.

The numbers, while gloomy, are not surprising.

"Unfortunately we anticipated that we would see declines based on the fall out from the (U.S.-Iraq) war, fall out from SARS, the soft economy, and a decrease in air capacity," said Barrett Fisher, vice-president marketing strategy and business development for Tourism Whistler.

"Overall it was a challenging year and we did see decreases.

"We knew back in December and January that we had major challenges ahead and we certainly focused our marketing dollars in markets where we thought we would see the greatest returns and we feel that our analysis was accurate.

"But the challenges were greater than we were able to thwart altogether."

Despite the numbers Fisher believes there have been some bright spots.

Easter was strong thanks to the World Ski and Snowboard Festival and tourist trade from Mexico.

In fact the numbers from Mexico were up 3.5 per cent over the previous year.

Another success is the numbers out of Australia. Visitors were up almost 50 per cent this year.

But, added Fisher, the numbers have to be put in context as the increase from Australia only brought the numbers back to where they were before the terrorist attacks on New York in September 2001.

Japan was also up 28 per cent. But again that market has been in decline for the last several years so the resort was really only regaining some of the previous numbers.

The UK market was up .6 per cent for the season.

"That is a very large market so that is an incredibly good result," said Fisher.

An interesting increase came from the Hawaiian market, which saw a 30 per cent rise.

Aloha state visitors are looking for a temperate ski resort to visit and Tourism Whistler has been capitalizing on this, said Fisher. The island airlines Aloha Air carried information about Whistler in its recent newsletter and the resort has been doing some marketing in the islands.

Infrequent but huge dumps of snow also impacted the resort although skier visits still broke the 2-million benchmark, said Christopher Nicolson of Whistler Blackcomb.

Unfortunately it doesn’t look like the resort will be rebounding from a difficult year anytime soon.

"We still have some major concerns ahead," said Fisher.

"When we look at our pace it is very soft. When we look specifically at spring, summer and fall typically what Whistler sees is strong corporate association group business like meetings business.

"But projections for 2003 are that we will see a softer spring and summer due to a decline in corporation and association business."

A soft economy had lead many corporations to cancel conventions or keep them close to home.

Its likely many businesses in Whistler will feel the affect of this.

Some see it as an opportunity.

"I am worried I might not fill some seats over the spring and summer," said Canadian Spirit Adventure owner operator, Paul Wilson.

"My corporate market has dropped probably 10 per cent to about a 20 per cent market share of my business this year.

"But it's also exciting because it means I have to be more creative. I'm actually expanding this year to delve into other markets apart from the corporate market. My business is now shifting away from a large corporate tourist component to a more family, friends and locals market."

It is exactly this type of attitude which will carry Whistler businesses through this, said Whistler Chamber of Commerce president Brent Leigh.

"Whistler businesses involved in a seasonal, unpredictable resort town are used to being creative to adapt to changing trends and I don't think this down turn will be any different," he said.

"There's certainly caution being heeded in terms of inventory and staffing. But I've had no call to action from the business community. It's purely an individual reaction for each operation.

"We expect the increased profile and recognition of the mountain bike park and the fast growing popularity of the sport to buffer some of the potential downturn."

Creating new events like the Whistler Summer Gravity Festival (June 14-20) are exactly what Tourism Whistler is working on to keep the resort at the top of the list when it comes to getting business.

Tourism Whistler’s Fisher said the organization is working on a long-term strategy to grow business, and events such as the Gravity Festival are part of the plan.

"We have to continue to reinvent ourselves (and find out) what the new products are that are going to attract new segments of the market," said Fisher.

"Mountain biking is a relatively untapped segment that we have not even gone after.

"The feedback we get from mountain biking athletes is that Whistler is seen as a destination of choice for mountain bikers. They love our trails, they love our descents, they love the resort, they love the easy access to Vancouver."

The Olympics present a major opportunity to grow the resort.

Tourism Whistler has been working on a communication strategy for months, which they will launch immediately if Whistler and Vancouver’s bid to host the 2010 Winter Olympic Games is successful.

But, even if B.C. does not win the Games developing strategies by Tourism Whistler and its partners will be put into place.

"We are not just focusing on the Olympics," said Fisher.

"We are focusing on our entire product and outlining over the next 10 to 20 years who are the segments we are going after, what are the products to match their needs, and ensuring that it is not just Tourism Whistler marketing it, but the whole resort.

"We are making sure that we are offering good value to customers so they return again and again."

Tourism Whistler is in partnerships with tourism bodies, governments, and corporate organizations to make sure the resort can leverage its funding and get the most bang for its buck.

Fisher also believes the renovated Whistler Conference Centre, due to open in August, will also help grow business.

Although bookings for 2003 are slow groups are already lined up for 2004, 2006 and 2008.

"We believe that will be an excellent kick-off to market Whistler in 2004 and beyond," said Fisher referring to the re-opening of the conference centre.

"Not only is Whistler an amazing destination but now we have this world class level conference facility to match the destination. And the sustainability component is attractive to meeting planners looking to stay in green facilities."

All of this, including strategic marketing, Fisher believes will help grow the resort so that new room capacity, which is coming on board in the next few years, will be welcomed.



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