Sudbury Tourism

 

Sudbury Tourism Partnership Newsletter
November 2014

In the June issue, we introduced our newly designed partnership newsletter, using our new brand and tagline. This tourism brand and tagline Scenic Sights.  Urban Delights. is a sub-brand of the GSDC brand and tagline Canada's Resourceful City.  As we mentioned in that newsletter issue the brand will be available soon for you, our partners, to add to your own sites with a reciprocal link to sudburytourism.ca. Simply email us sudburytourism@sudbury.ca  with "Tourism Brand" in the subject line.
 
If you have newsworthy items you would like us to include in future editions of our newsletter, please let us know at sudburytourism@sudbury.ca with "Newsletter" in the subject line.
 

Industry & Destination Development

Partner Good News Story

Mike Skuce, General Manager of the Howard Johnson Plaza Hotel, has been Co-Chair of the Sudbury Tourism Partnership for more than a decade, and a member of the Sudbury Tourism Partnership since its inception in the year 2000.  Mike has always been a strong supporter of the tourism industry in Sudbury. The Rotary Club will be holding a luncheon for Mike on Monday, November 17th at 12 noon at the Howard Johnson Plaza HotelTickets are $25.00 per person, and can be obtained by calling Suzanne or Andrea at Lougheed's at 705-673-9591, or by dropping in to the Lougheed's office (via the flower shop) at 252 Regent Street.  They will be awarding Mike with the Paul Harris Fellowship Award in celebration of his many years of energies and efforts towards the Rotary Club and the Sudbury community.  Proceeds will go to support the Rotary Foundation.

2014 Greater Sudbury Tourism Forum

The 2014 Sudbury Tourism Forum was held on Tuesday, October 21st with 53 people in attendance. The theme, “Tuned Up: A New Look at Sudbury Tourism”, was well-received. Highlights included a keynote presentation on New Approaches for Online Marketing by Mike Jacobs, owner of The New Business, a content marketing firm that specializes in strategic deployment of online marketing for the tourism sector. The second half of the event kicked off planning for the new long term tourism strategy with a group brainstorming activity that engaged all attendees to put on their thinking caps. The Tourism Partnership is undergoing some significant changes for 2015/16 and there are already several interested forum participants who have requested to meet with Sudbury Tourism to discuss the partnership opportunities.

Digital Content Strategy

As part of the updated long-term tourism strategy to replace Destination Sudbury: 2015, it has been determined that the creation of a Digital Content Strategy would be a necessary component of the long-term tourism strategy currently being developed. Sudbury Tourism has engaged Mike Jacobs, owner of The New Business, a content marketing firm that specializes in strategic deployment of online marketing for the tourism sector. In 2013 Mike and his team created the Digital Strategy for Northern Ontario, which saw a massive increase in traffic (over 200%) to their main website NorthernOntario.travel. The New Business has recently been retained to write digital strategies for Northeastern Ontario and the City of Greater Sudbury, where Mike will work with stakeholders and operators to increase visitation to our website and in turn to our city.

 

Brochure Rack Program

Tourism staff assisted Le Carrefour francophone de Sudbury with the provision of a brochure rack from the Howard Johnson Plaza Hotel, which will cease operations as a hotel as of January, 2015.

The chart below illustrates the Top 10 partner brochures in the third quarter of 2014:





















Digital Touch Screen Kiosks Statistics
 

Between September 1st and November 6th there have been a total of 14,496 “touches” amongst the three digital kiosks. 

52% at Science North, 32% at the Airport and 16% at Ramakkos.
 
Top 3 Most Popular Pages:
 
Science North Digital Kiosk Airport Digital Kiosk Ramakko's Digital Kiosk
1. Attractions 1. Map 1. Attractions
2. Dining 2. Attractions 2. Dining
3. Map 3. Dining 3. Map








Occupancy Rates

The latest occupancy rates for Greater Sudbury hotels and Ontario rates by comparison are:

 
  Occupancy Occupancy
Year Over Year
Point Change
Average
Daily
Rate
RevPar
August-2014 64.50% 3.3 $109.15 $70.41
August-2013 61.20%   $108.02 $66.07
Ontario-August 2014 78.6% 4.1 $135.86 $106.80
Ontario-August 2013 74.5%   $129.55 $96.51










 

GSDC Dashboard

For further statistical information and summary updates on the five economic development engines, check out the latest edition of the Greater Sudbury Development Corporation (GSDC) Dashboard always available here.









Gated Admissions

Below are the latest available gated admissions for Science North and Dynamic Earth:

 


 



 



Below are the latest available gated admissions for the Northern Ontario Railroad Museum & Heritage Centre:

Total attendance 2014 (including 4,236 for Terror Train event) = 10,291 (as of Nov. 6)
Total attendance 2013 (including 4,194 for Terror Train event) = 9,141

Leisure & Packaging

The Sudbury Tourism Halloween Campaign wrapped up on October 26th, 2014. Staff worked with event organizers of Halloween at Dynamic Earth, The Northern Ontario Railroad Museum and Heritage Centre Terror Train, and Sudbury Theatre Centre's Rocky Horror Show to collectively promote events to local and out-of-town audiences through social media, outreach, rack cards and website cross linkages.
 
Total admission numbers for the Northern Ontario Railroad Museum and Heritage Centre Terror Train are 4,236 in 2014, up from 4,194 in 2013.  They had the busiest night in Terror Train history on October 25th with 591 people through the haunted house. Over 100 Dynamic Earth combo event coupons were redeemed at the Terror Train.
 
Total attendance for Halloween at Dynamic Earth (including Pumpkinferno) over three weekends was 8,841. Out of 1,526 people surveyed at the Dynamic Earth event, 190 came from out-of-town. 188 Terror Train combo event coupons were redeemed at Dynamic Earth.
 
The Sudbury Theatre Centre's Rocky Horror Show sold out more than half of the shows, with many more near capacity. 
 
Halloween event marketing translated to 549 visits to the sudburytourism.ca Halloween webpage from paid social media advertising on Facebook and 143 visits from Google adwords, with the most popular keywords being "Sudbury Halloween" and "Halloween Ontario."
 
October was the most successful month ever for the Sudbury Tourism Facebook page with plenty of interaction on Halloween posts. One contest post had an organic reach of 2,659; 452 post clicks and 109 Likes, Comments and Shares. A post with a sneak peak of Dynamic Earth's Pumpkinferno exhibit had an organic reach of 4,146; 1,000 post clicks and 147 Likes, Comments and Shares.  
 

Meetings, Conventions & Sport Tourism

Tourism staff attended the press conference for the 2014 Big Nickel Hockey Tournament at the Gerry McCrory Countryside Arena. Sudbury Tourism supports the tournament financially, and also surveyed at the tournament to measure economic impact. This year was a special year for the organizer, Barry McCrory, whose Sudbury Wolves bantam team won the Big Nickel Hockey Tournament bantam title – the first time a local team has won since 1991.

Staff assisted the Greater Sudbury Police Service with their presence at the Discover Policing event in Toronto, hosted by the Ontario Association of Chiefs of Police. Visitor guides, maps, videos and other resources were provided, and an estimated 150 students visited the booth and took away information.

The letter of interest staff submitted to host the EDAC Conference in 2016, 2017 or 2018 was successful, and the City of Greater Sudbury has progressed in the bidding process. Staff will be working to provide additional information to EDAC in order to secure the event in one of these years.

Group Tours

Sudbury Tourism will be attending the Ontario Motor Coach Association (OMCA) marketplace on November 8th – 12th. This is one of the largest travel and tourism-related associations in Canada, which hosts its annual Marketplace in order to provide promotional and networking opportunities. This marketplace provides Sudbury Tourism with an excellent opportunity to expose Greater Sudbury and its tourism offerings and experiences to a national and international group tour audience that may not be familiar with our region.

The Market

The Antiques and Animals pilot was held on Sundays, October 5th and 12th. Through active recruitment of local antique and collectible dealers along with partnering with vendors who brought their livestock, the pilot events resulted in a marked increase in visitation for those Sundays over the corresponding dates in 2013:

There were 224 visitors on Sunday, October 5th, compared with 88 visitors on Sunday, October 6th, 2013.
Sunday, October 12th, 2014 saw 252 visitors as compared to 145 visitors at the same time in 2013

The Market closed for the season on October 26th, coinciding with the end of the fall harvest. This 2014 Market season saw 11,748 visitors, on par with 2013 numbers.

Over 20 new organizations, artists and musicians were featured at The Market in 2014 as compared to 2013. Despite more rain and cold weather this year, than last, attendees and entertainers seemed pleased to have the opportunity to participate in The Market this year.
 
A total of 37 different vendors, including 22 returning from the 2013 season, participated in the Market over the course of the 2014 season.
 

Arts & Culture

Nearly 90 stakeholders attended the Cultural Plan Forum, a half day session held at the N’Swakamok Native Friendship Centre on October 21st.  The response was very positive and with the help of 17 CGS staff members, breakout sessions were coordinated around 11 key themes developing in the Cultural Plan. 

Born to be Blue and 30th Birthday are two productions currently filming at locations across Greater Sudbury.  They both wrap towards mid November.
 
This month Black Rectangle Brand, owned by Peter Mihaichuk, opened up a props shop in the former St. Mary’s School in Capreol.
 
On November 20th film producers from Sudbury will co-host a second industry networking event for crew members.  The goal is to strengthen the local crew base and offer workshop opportunities.

 

Reminders

 
If you have newsworthy items you would like us to include in future editions of our newsletter, let us know by emailing us at sudburytourism@sudbury.ca with "Newsletter" in the subject line.
 
Let us know of any changes in your staffing, and/or contact information so we don't lose touch!

Add your event information to the Sudbury Discoveries monthly Events List by emailing sudburytourism@sudbury.ca with "Sudbury Discoveries" in the subject line.

Submit your new event online to be included in our web Events Calendar.

Use our e-commerce solution (reservation system) to sell packages online.  Contact us at sudburytourism@sudbury.ca with "Packaging" in the subject line to learn more. 

Already selling packages with us?  Don't forget to review and update your information on our system!