Feature Article February 6, 2002
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Jump Team says experience, not destination, the keyby Will CybulskiAbout 100 people were in attendance at Selby on January 28 to hear the Resource Jump Team explain that experience, rather than destination, is the key to tourism development in the Land O Lakes area.
Julie Burch, who fronted the teams presentation, stated that, over a two day period, the team traveled some 600 kilometers, and spoke to 75 people in 14 different areas. From those discussions and interactions, they came up with three main recommendations for further promotion; birding, cycling, and self-guided driving tours.
A Dark Reserve (astronomy) development was seen as possibly feasible, but requiring a vigorous review. Some other areas that were considered in bringing tourist dollars to the area centered around artisans, festivals, fairs, canoeing, walking and hiking, nature education and geological attractions.
Two primary issues that were identified during the consultation process were how to increase visitation in the shoulder seasons (fall, winter and spring), and how to improve market readiness of services, products, and facilities.
The Jump Team was impressed with the diversification of existing resources within the Land O Lakes area, including our beautiful scenery, excellent provincial parks, pristine Crown lands, history, and heritage, and a strong sense of pride and community. However, on the flip side of the coin, some weaknesses identified were: LOL not being recognized as a distinct place or special tourist area; and no suitable year-round accommodations, particularly of high-end caliber. When examining the year-round aspect, the team found that there was no critical mass of experiences or products to draw tourists on a 365-day basis. Lack of indoor activities to occupy visitors during inclement weather, and limited financial investment partners were viewed as further blocks to bringing in outside dollars.
So how did the team envision this being fixed? By product development strategy, connecting all that the area has to offer to focus on target markets that will generate positive economic impact, while taking care of our natural resources. The Teams top recommendation is that stakeholders immediately give attention to the three main themes noted earlier: birding, cycling, and self guided driving tours, and start building those products to increase day visits in the off-peak seasons.
Land O Lakes was the first area selected by the Resource Jump Team, which was sponsored by the Provincial Ministry of Agriculture, Food and Rural Affairs, and the Ministry of Tourism, Culture and Recreation. Along with Burch, the team consisted of Robin Tipley, Larry Tilling, Jill Vandal, and Lou OHara.
