CENTRAL ALBERTA TOURISM ALLIANCE CENTRAL ALBERTA TOURISM ALLIANCE ACCOMMODATION STUDY ACCOMMODATION STUDY Key Findings Prese Key Findings Presentation – tation – Sylvan Lake ylvan Lake January 31, 2018
TABLE OF TABLE OF CONTENTS CONTENTS 1. Study Overview 2. Defining the Central Alberta Region 3. Regional Visitor Markets 4. Regional Accommodation Market Performance Focus on Red Deer County & Area (featuring Sylvan Lake) • 5. Central Alberta Accommodation Strategic Framework Key Action Items for Sylvan Lake • 6. Next Steps 2 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
STUDY OVERVIEW STUDY OVERVIEW
STUDY OVERVIEW STUDY OVERVIEW Study Background Study Background Central Alberta Tourism Alliance completed a Destination Management • Plan (DMP) in 2015 that identified a business case for enhancing the tourism capacity of the region One of the key strategies was to “Provide the Right Mix of Places to Stay in • the Right Locations”, which the subject study was initiated to address Primary concerns: • Campgrounds approaching capacity in the peak summer months • Lack of supply to accommodate winter camping in the West County • How to extend regional visitation year-round – particularly with declining demand • from traditional corporate markets 4 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
STUDY OVERVIEW STUDY OVERVIEW Study Purpose: Study Purpose: To assess the opportunity of enhancing existing facilities and developing • new fixed roof and non-fixed roof accommodations that have the potential to strengthen Central Alberta’s position as a significant year- round tourism destination, and prime location for small business events, in the next 10 to 15 years Study Objectives: Study Objectives: To assess the existing accommodation supply • To analyze current levels of overnight demand • To project future demand • To project future supply requirements • To identify development opportunities • To develop a strategic framework for the Region • 5 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
DEFINING THE CENTRAL ALBERTA REGION DEFINING THE CENTRAL ALBERTA REGION
DEFINING THE CENTRAL ALBERTA REGION DEFINING THE CENTRAL ALBERTA REGION 11 Partner Municipalities: • City of Red Deer • City of Lacombe • Town of Rocky Mountain House • Town of Sylvan Lake • Town of Innisfail • Town of Blackfalds • Town of Olds • Red Deer County • Lacombe County • Mountain View County • Clearwater County 31,700 squa 31,700 square KM re KM • Strategic location – Strategic location – within 90 ithin 90 minute drive of minute drive of Calgar Calgary & y & Edmonton Edmonton • Main transportation links: Main transportation links: Highwa Highway 2 y 2 (north-south), (north-south), and Highway 11 (east-west) and Highway 11 (east-west) • 4 4 Regional Airports (Red Deer, Inni Regional Airports (Red Deer, Innisfail, Rocky Mountain House, Olds) sfail, Rocky Mountain House, Olds) • 7 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
CENTRAL ALBERTA DEMOGRAPHICS CENTRAL ALBERTA DEMOGRAPHICS • 235,200 residents, projected to Central Alberta Region Economic Profile grow by 9.5% to reach 257,400 Demographics Average Annual Growth by 2021. Population % of Canadian % Change Rate 2016 Estimate Total 2011-2016 2011-2016 • 90,900 “households” spent an 235,157 0.65% 12.60% 2.52% Household Income – 2016 Average average of $125,700 in 2016 % Above/Below National Total Income % Canadian Per Hhlds. (14% above national average). Average 2016 Estimate Total Capita $100,000+ 26.18% Above $10,913,950,000 0.79% $46,411 46.00% • 140,500 employees in 2016 – Household Spending – 2016 Average retail industry employed 15,700 % Above/Below National Total Household Spending % Canadian Per Per Average 2016 Estimate Total Capita Household (11% of labour force), followed 14.46% Above $11,432,563,177 0.72% $48,617 $125,736 by construction with 14,800 jobs. Source: Sitewise Environics Analytics, 2016 • Key industries: agriculture, oil and Central Alberta Region Largest Sectors by Labour Force - 2016 gas exploration / extraction, Sector Labour Force % of Labour Force petrochemicals, professional and Retail trade 15,729 11.2% Construction 14,835 10.6% technical services, education. Health care and social assistance 14,273 10.2% Mining, quarrying, and oil and gas extraction 13,627 9.7% • Tourism is Tourism is still gaining importance still gaining importance Manufacturing 9,132 6.5% Educational services 8,522 6.1% as an econom as an economic generator ic generator for the for the Accommodation and food services 8,077 5.7% Other services (except public administration) 7,950 5.7% Region overal Region overall. l. Public administration 7,436 5.3% Professional, scientific and technical services 6,766 4.8% Source: Sitewise Environics Analytics, 2016 8 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
SYLVAN LAKE – SYLVAN LAKE – LOCAL ECONOMIC SUMMARY OCAL ECONOMIC SUMMARY Dem Demographics graphics Population of 14,800 as of 2016, 6% of Central • Alberta’s population Economic Economic Key industries include: oil and gas, construction, retail • Generators Generators trade and tourism 72 of 1,200 businesses are tourism-related • Tourism Demand urism Demand Town redeveloped Lakefront Park as an active • Generators Generators recreational park in 2017 Working on a Festival and Event Strategy to bring • events 8 months of the year Promoting sport tourism facilities, i.e. NexSource Centre • Other Economic Other Economic Year-round Investment Attraction Strategy focusing on • Development Development opportunities in the Waterfront Commercial District Pr Projects (WCD): Sylvan Lake Waterfront Area Redevelopment Plan Community owned 5-acre lakeshore property Existing properties and vacant sites in the town core commercial district 9 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
REGIONAL VISITOR MARKETS REGIONAL VISITOR MARKETS
CENTRAL ALBERTA TOURISM EXPERIENCES CENTRAL ALBERTA TOURISM EXPERIENCES Central Alberta offer Central Alberta offers a a diverse rang diverse range of tourism assets & e of tourism assets & experiences, experiences, notably: notably: • Nature, Adventure and Ecotourism • Agri-tourism and Culinary Tourism • Cultural, Heritage and Arts Tourism • Aboriginal Tourism • Festivals, Events & Sports Tourism • Business Events 11 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
CENTRAL ALBERTA STUDY REGION VISITATION CENTRAL ALBERTA STUDY REGION VISITATION CBRE obtained a customized analysis of • Person Visits to Central Alberta Region Census Divisions #8 and 9 to analyze 2012-2014 3,600 visitation to the Study Area. +4.1% 3,550 3.6 million visitors arrived in Central Person Visits (in 000s) 3,500 • Alberta in 2014, up 4.1% from 2013. 3,450 +1.2% 3,400 92% (2.6 million) were Albertans. • 3,350 27% (974,000) of total visits were 3,300 • 3,250 overnight person visits travelling to the 2012 2013 2014 region for Visiting Friends / Relatives Source: Statistics Canada’s TSRC and ITS data, 2012-2014 (VFR) or Pleasure purposes. Average party size was 2.4 in 2014, and • length of stay increased from 0.7 to 0.8 – Central ral Albert rta Per Person Nig Nights b by A Accommodation on Type 20 2012 12-201 014 ( (in 000' 0's) directly related to increase in 800 +29.8% 700 Person Nights (in 000's) campground visits (225,000 in 2014, up 731 73 600 500 563 from 174,000 in 2012. 56 400 -5.7% 300 325 NOTE: Town of Olds and Mountain View County are in CD 16, 306 32 200 30 which includes the City of Calgary; however, visitation to Olds and 100 Mountain View County is more reflective of CD 8&9. 2012 2014 Hotel/Motel Campground Source: Statistics Canada's Travel Survey of Residents of Canada 2012, 2013, and 2014. 12 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
CENTRAL ALBERTA VISITOR SPENDING AND SEASONALITY CENTRAL ALBERTA VISITOR SPENDING AND SEASONALITY Visitor Seasonality Visitor Seasonality Approximately one third of all visitors came Spending in Central Alberta Region by • to Central Alberta during the summer Length of Stay - 2014 months (Jul-Sep). More Albertans take vacations during this • $185. 85.8 8 time, when campground operations are Mill illion, 4 49% open and lake-based activities available. $1 $196.2 Million, 5 Mi 51% Same-day Overnight Source: Statistics Canada's Travel Survey of Residents of Canada 2012-2014 Visitor Spending Visitor Spending Visitors spent more than $380 Million in • Central Alberta in 2014, of which just under 50% was spent during overnight person trips ($186 Million). 13 CBRE TOURISM & LEISURE GROUP | CENTRAL ALBERTA TOURISM ALLIANCE
Recommend
More recommend
