Report to Council
Meeting Date:			May 6, 2008		Report Date:	May 2, 2008
Decision Requested:					Priority:	High		Low
Yes	No			Direction only	Type of Meeting:		Open		Closed
Presented by:		Wilfred Hass			Department:	Economic Development

Report Title

Kirkland Lake Participation in the International Plowing Match (Sept. 22-26, 2009)

Recommendations

• That the municipality participate in a regional display effort in cooperation with other district communities, potentially under the umbrella of the Kirkland District Community Development Corporation. Our direct participation costs would be approximately $9,000, while our ancillary participation costs (travel, staff costs, etc.) would be roughly one third the cost of going it alone. Costs associated with updating our marketing material in accordance with the guidance provided under the 2007 strategic plan would remain ($15,000 budgeted this year, approximately $10,000 required for next year).

• If a cooperative approach is not approved, that we set a budget ceiling of $30,000 on the project (collateral material updates not included).

Policy Implications

N/A

Budget Implications

This will depend on the level and nature of participation the municipality assumes.

• Unilateral participation in the regional display will cost an estimated $26,000.
• A joint display with other district municipalities (potentially under the KDCDC umbrella) would cost an estimated $9,000.
• A fractured presence wherein organizations such as the Museum, HHN and other community groups assume an independent presence in designated areas would be much cheaper, although specific costs have not been identified yet.

Regardless of the participation scenario approve, ancillary costs must be considered. If KL assumes a unilateral presence in the regional display, we should anticipate another $5000 in associated travel, staff and participation costs. Participating as part of a regional group would likely reduce this to $3,000.

Purpose

To request guidance from Council as to the level of participation and associated expenditures the municipality should assume at the International Plowing Match, September 22-26, 2209.

Background

The International Plowing Match, which will be held in south Temiskaming September 22-26 2009, is expected to attract over 70,000 visitors. Without a doubt, it will be a premier opportunity to showcase the communities of the north and what they have to offer potential tourists and businesses.

It is anticipated that the majority of northern municipalities will have a promotional presence of some kind at the IPM. We are asking Council to decide to what extent Kirkland Lake will participate in the event. Three participation strategies exist;

• An independent presence in the regional display. This will give the municipality a booth to promote its tourism and business interests as it best sees fit. Most municipalities with agriculture as their primary industry or with arable land for sale are likely to take this position, as are regional centres or tourism dependent communities.
• A joint presence at the regional display with other district communities. The Kirkland District Community Development Corporation (KDCDC) is exploring a cooperative display involving all the communities in its catchment area. This approach would cost less as booth fees, as well as the travel and staffing burdens would be shared. Exact costs have yet to be determined, but we estimate that it would be roughly $9,000.
• A fractured approach wherein different community groups and organizations, including municipal departments such as the museum and HHN, book their own places at the IPM. It is very difficult to know costs associated with this approach as some groups may participate in industry association booths, such as a regional museum booth. Costs could be lower, but the strain on the organizations in terms of staffing and travel requirements would be high. Furthermore, the impact in terms of promoting KL would be limited.

The best approach would balance marketing impact with a realistic assessment of the likely response. The people visiting the IPM are not likely to travel to KL to pursue business and tourism opportunities during their stay. At best, we are trying to attract them back for a future visit. Given the ever increasing price of gas, it is highly unlikely that they will travel to KL just to see KL. According to tourism industry research, people expect 4 hours of entertainment for every hour of travel. In that context, a cooperative approach wherein we promote what a visitor can do throughout the district on a visit to KL would be more cost efficient and effective. Consequently, we recommend that KL’s primary participation strategy be a joint presence with its neighbouring communities on a joint booth presence at the IPM. By the same token, we will continue to explore other regional promotional options that we can participate in, such a joint presence between HHN, the Shania Twain Centre and Polar Bear Habitat. If such opportunities arise, we will advise Council accordingly.

Options/Discussions

See options listed above.

Other Departments Consulted and Affected

Attachments