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Feasibility Study and Business Plan prepared for Powell River Parks and Wilderness Society(PRPAWS)and Community Futures Development Corporation of the Powell River Region and Human Resources Development Canada January,2000 prepared by Synergy Management Group Ltd.Business and Economic Development Consultants 201 Selby St.,Nanaimo,BC V9R 2R2 250-758-6399,or 1-800-838-4808 Fax 250-755-7711 Branch Offices:Vancouver&Victoria Internet Home Pages:http:/www.synergy- e-mail address: and Chris Roddan ADR Forestry Systems/Shearwater Ltd.ADR Forestry Systems/Shearwater Ltd.Powell River,BC Table of Contents Section Description Page 1.0 EXECUTIVE SUMMARY 1 1.1 The Role of Tourism in Sustainable Development 1 1.2 The Link Between Trail Development and Tourism 2 1.3 Powell River,and the Regions Outdoor Adventure Opportunities 3 1.4 Dependency and Diversity and Tourism Multipliers in the Region 4 1.5 Sunshine Coast Trail Backgrounder and Specifications 5 1.6 Local Infrastructure to Support the Trail 5 1.7 Ecotourists:Profile 6 1.8 Role Modelling of Long Distance BC Trails 7 1.9 Regional Stakeholder Interviews 8 1.10 Jurisdiction,Tenure and Forestry Issues 9 1.11 Marketing and Imaging the Sunshine Coast Trail 11 1.12 Ownership,Governance and Management Model 13 1.13 Trail Development:Capital Costs 14 1.14 Proposed Revenue Streams 16 1.15 Budget and Proformas 18 1.16 Sliammon First Nation 25 1.17 Economic Benefits Analysis 26 1.18 Strengths,Weaknesses and Risks 29 1.19 Action Plan&Timelines Chart 32 2.0 FEASIBILITY PLAN AND MARKET/INDUSTRY RESEARCH 38 2.1 Powell River and the Regions Outdoors/Adventure Tourism 39 2.2 Dependency,Diversity and Tourism Multipliers in the Region 50 2.3 Sunshine Coast Trail History and Description 51 Section Description Page 2.4 Powell River Parks and Wilderness Society(PRPAWS)54 2.5 The Ecotourism Marketplace and Industry 56 2.6 Role Modelling Other Long Distance Trails 62 2.7 Overview of Long Distance Trails in B C 67 2.8 Powell River Stakeholders Interviews 75 2.9 Interview Results 75 2.10 Economic Role Modelling 82 2.11 Trail Liability and Risk Management Issues 93 3.0 BUSINESS PLAN AND ACTION PLAN 97 3.1 Local Infrastructure in Place to Support the Trail 98 3.2 Jurisdiction,Tenure and Forestry Issues 100 3.3 Marketing and Imaging the Trail 110 3.4 Ownership,Governance and Management Model 120 3.5 Trail Development Costs 125 3.6 Sliammon First Nation 127 3.7 Proposed Revenue Streams 129 3.8 Budget and Proformas,Including Financial Assumptions 132 3.9 Economic Benefits Analysis 138 3.10 Strengths,Weaknesses and Risks 141 3.11 Training Issues and Opportunities 143 3.12 Action Plan and Timelines 145 Bibliography 151 Sunshine Coast Trail Business Plan Completed by:Synergy Management Group Ltd.Business and Economic Development Consultants 201 Selby St.,Nanaimo,BC V9R 2R2 250-758-6399,or 1-800-838-4808 Fax 250-755-7711 Branch Offices:Vancouver&Victoria Internet Home Pages:http:/www.synergy- e-mail address: and Chris Roddan ADR Forestry Systems/Shearwater Ltd.ADR Forestry Systems/Shearwater Ltd.Powell River,BC January,2000 Readers NoteReaders Note This report represents a combination of a Feasibility Study and a Business/Action Plan.From the onset of Synergys mandate,it was apparent that examining the feasibility and viability of the Sunshine Coast Trail was a critical component of the workload,and preceded the ability to design a Business Plan document that would establish a gameplan for proposed continued implementation of the trail initiative.The results of the research,lessons learned from role modeling and comprehensive feasibility work were integrated into the Business/Action Plan portion of this document.This report is divided into three tabbed sections.1 Executive Summary Presents only an overview of the highlights of the Feasibility Plan and Business/Action Plan.2 Feasibility Plan&Research Represents the results of market research,ecotourism industry research,ecotourist traveler profiling,regional stakeholder interviews,regional infrastructure analysis,jurisdiction and tenure,first nations,and extensive role modeling of other provincial,national and international trails.Further,each area covered herein is accompanied by a analysis of what was learnt from the exercise in direct relation to the Sunshine Coast Trail,and key recommendations and conclusions.3 Business/Action Plan The Business/Action Plan encompasses a strategic analysis of the Sunshine Coast Trails proposed operation,financial forecasting,benefits analysis,strengths and weaknesses,capital and operating costs,proposed ownership and governance,marketing strategies and a Gant Chart Action and Implementation Plan.Page-0-1.Executive Summary and 1.Executive Summary and Action PlanAction Plan The economic impact of outdoor recreational opportunities has been defined as“the sum total of economic gains to all sectors of the economy.”1.Research shows that trails create jobs,enhance property values,expand local businesses,attract new or relocating businesses,increase tax revenues,decrease local government expenditures and promote community well-being.1.1 The Role of Tourism in Sustainable Development1.1 The Role of Tourism in Sustainable Development Ecotourism,a specialty segment of the larger nature tourism market,is defined as an enlightening nature travel experience that contributes to conservation of the ecosystem,while respecting the integrity of host communities.”2.Definitions also include nature-based travel,adventure travel,sustainable tourism,cultural tourism and alternative tourism.Eco-tourism is categorized by groupings which match the activities with the destination and/or season as follows:Land Backpacking,mountain climbing,hiking,camping,trail riding.River Rafting,canoeing,kayaking.Winter Cross country skiing,snowmobiling,ski-touring,dog sledding.Wildlife Wildlife viewing,photo safaris.Cultural Historic site viewing,educational tours,native villages.Consideration of tourism,the environment,and concepts of sustainability should encompass four key challenges:An understanding of how tourists value and use natural environments;Enhancement of the communities dependent on tourism as a industry;Identification of the social and environmental impact of tourism;and Implementation of systems to manage these impacts.1 Ministry of Natural Resources,1994 2 Canadian Environmental Advisory Council,1992 Page-1-The linkage between environment as an attraction and economic impact can be substantial.Outdoor recreation activities that is,pursuits that are heavily dependent on natural environments,are important components of many regions tourism industries.3 Ecotourism is one of the fastest growing sectors of the tourism industry in B.C.,currently worth$150 million a year and expanding at the rate of 20%a year.In recent years,B.C.has built up a reputation for being one of the premier sources for outdoor experiences.1.2 The Link Between Trail Development and Tourism1.2 The Link Between Trail Development and Tourism Trails can be defined as“narrow,linear recreational routes normally used for activities such as hiking,bicycling,horseback riding,motorcycling,snowmobiling and cross country skiing.”Tourism can be defined as“the phenomena associated with people travelling overnight for pleasure.”4 When trails and tourism are brought together through planning and management,trail tourism results.Around the world there are numerous examples of flourishing trail tourism;the longstanding success of trail tourism in the European Alps;the recent popularity of the Milford Track in New Zealand,the Inca Way in Peru;the trails in Nepal,and the route to Everest being used by over 10,000 tourists annually.In the U.S.the Appalachian Trail has long been popular and there is substantial and growing use of national and provincial park trails by domestic and foreign tourists.The West Coast Trail is so popular that use is restricted,fees are charged and an alternative trail has been provided to cater to the demand.In Ontario,the Bruce Trail,in particular,is a tourist attraction and the Lake Ontario Waterfront Trail is becoming one.The primary goals are to develop a trail experience that:3 Linking Tourism,the Environment,and Concepts of Sustainability,Stephen F.McCool 4 Trails and Tourism:An Overview,John Marsh,Trent University Page-2-Captures the essence of the surrounding landscape and setting and is distinctive in image and appeal from similar trails in other locations;Will attract a wide variety of users from those seeking the ultimate outdoor challenge to those wanting a less demanding experience and even where possible to give disabled visitors an opportunity to experience the trail;Will ensure the safety of all visitors;Will protect the landscape and work within the development guidelines set by Ministry of Forests;Will provide additional services and facilities as necessary to enhance visitors overall experiences and ensure the trail operates in a cost effective manner;and Expands opportunities for the involvement of different private/public sector interests through partnerships and individual efforts that can further promote other tourism related activities within the region.1.3 Powell River,and the Regions Outdoors/Adventure 1.3 Powell River,and the Regions Outdoors/Adventure Tourism Assets and OpportunitiesTourism Assets and Opportunities An extensive study was recently(August,1999)completed by PriceWaterhouseCoopers.Certain brief and select highlights regarding tourism visitor flow,outdoors adventure tourism data and tourism infrastructure are included herein.What do these findings reveal about Powell River in relation to the Sunshine Coast Trail?The Powell River region is considered by many industry experts as an outdoors paradise that is far from being developed close to its potential.Existing hiking venues include not only the Sunshine Coast Trail,but thirty six other hiking and mountain biking trails,the Back Country Trail and the Front Country Trail.Marine tourism(both fresh and saltwater)are a prime focus of outdoors tourism activity,with saltwater being the predominant area.Water-based tourism far exceeds land-based.Of the 36 tourism operators in the region,only three are land based(biking,hiking services)and another small group Page-3-are freshwater(canoeing,etc.).The balance are saltwater(diving,cruising,charters,sailing,houseboats,and others).There is an existing infrastructure of accommodations,camping,hospitality and travel services.Visitor traffic to Powell River is 67,000 to 151,000,including commercial and non-tourist traffic.This limited tourist traffic is an identified weaknesses of this project,and is dealt with separately in this report.The Sunshine Coast visitor and resident traffic(2.46 million)corridor,as well as the Vancouver,Vancouver Island,and Washington marketplaces are all viable target markets for the Sunshine Coast Trail.Their proximity to Powell River and their demographics and interest in outdoors adventure tourism clearly identify these as priority marketplaces and accessible through creative,proactive and,in certain instances,piggyback marketing(dealt with separately in this report).1.4 Dependency and Diversity,and Tourism Multipliers in the 1.4 Dependency and Diversity,and Tourism Multipliers in the Powell River RegionPowell River Region Every region within BC has been analyzed and assigned a series of indices and multipliers to reflect dependency on various economic sectors,the impact of growth(or decline)in any one sector and its trickle effect onto other areas of a regions economy.5 Indicator Score What it Means Income Dependency for Forestry 34 This show how much the community relies on each of the basic sectors.The Income Dependency is the percentage of basic sector income for the region that is attributable to each basic sector.34%of all basic employment income in Powell River is derived from forestry and pulp&paper.The norm is 10-15.Direct Tourism Ratio 2.38 Ten new tourism jobs will create 23.8 direct and indirect tourism jobs.5 “British Columbia Local Area Dependencies and Impact Ratios,1996.Ministry of Finance and Corporate Relations,Published May,1999 Page-4-1.5 Sunshine Coast Trail Background and Specifications1.5 Sunshine Coast Trail Background and Specifications 1.5.1 History1.5.1 History The Sunshine Coast Trail was conceived in 1992 when a handful of outdoor enthusiasts realized that there was a vanishing amount of accessible old growth left on the Upper Sunshine Coast.They formed the Powell River Parks and Wilderness Society(PRPAWS),a registered non-profit charitable society to set aside protected areas linked by corridors,as well as beginning work on the 180 km trail connecting the old growth from Saltery Bay to Sarah Point.Phase I of the Sunshine Coast Trail was completed in the fall of 1998 connecting the old growth areas of Mount Troubridge,Smith Range,Confederation Lake and the Gwendoline Hills.PRPAWS has also successfully negotiated a further 4,000 hectares of land contained in two protected areas in the Powell River region;the Inland/Confederation/Haslam area and the Duck Lake area.PRPAWS visualize that eventually a hiker will have the option to hike hut-to-hut or complete a section one day at a time and leave the trail to stay in nearby hotels overnight.Currently,there are three bed and breakfasts,one hut,one hostel,one motel and two restaurants along the route.Phase 2 is being planned to build more outhouses,picnic tables and campsites,with Phase 3 including the construction of cabins.With its many access points,the trail offers a choice of difficulty,duration,terrain and activity.and is intended to lay the foundation of a sustainable environment and economy in Powell River for future generations.1.6 Local Infrastructure In Place to Support the Sunshine 1.6 Local Infrastructure In Place to Support the Sunshine Coast Trail Coast Trail 6 6 An analysis of the hospitality sector and goods and service providers in the region has shown that there is a reasonably established infrastructure already in place to service potential trail visitor users,although the quality of accommodations was a limiting factor for the higher end marketplace.These infrastructure organizations include accommodations,6 Information extracted from the Powell River Tourism Study,PriceWaterhouseCoopers for Community Futures Development Corporation of the Powell River Region,August 1999 Page-5-food and beverage,tour operators,travel service and transportation.It has also been determined that there is room for growth in the more direct service providers(i.e.guiding,outfitting,equipment rentals,etc.).1 1.7 Ecotourists.7 Ecotourists-Who Are They and What Are Their Outdoors Who Are They and What Are Their Outdoors Adventure Needs and Tastes?Adventure Needs and Tastes?Eco-vacations are a significant growth in the travel trade,worldwide.There is an increased demand and interest in soft adventures.Environmental concerns are important in destinati
