Tourism Advisory Committees (TAC)

The Tourism Advisory Committees met in March and April 2024 to review tourism performance for the current year and also to discuss opportunities and challenges in 2024 and beyond for the local tourism economy. Some common threads and feedback received included:

• DS to consider creation of an online survey which could create an opportunity for adding more tourism industry input.
• There was discussion about accommodation availability/capacity as a concern and being really squeezed in the peak times, especially with some accommodators being closed due to renovations.
• It was noted that regarding the Dairy Expo that just took place that there was no where to stay, and this will be an ongoing challenge now.
• Al Fresco through the winter would be a great idea.
• There is the need to try to encourage a younger demographic with cultural developments taking place evening/late evening.
• It was noted that Mondays are another issue with restaurants, theatre and attractions not being open, so we send the visitor out of town to come back to Stratford as their base.
• Accommodators discussed variable booking patterns compared to previous years, with some properties ahead of last year while others saw slower bookings. August and September remained solidly booked.
• US visitation appeared to be returning with some properties at 2019 levels, though advanced bookings lagged prior years. Participants hoped last-minute bookings would materialize as the theater discounts tickets.
• There were discussions around prioritizing off-season investment for sustainability and occupancy. Participants discussed challenges retaining staff without year-round work and ensuring visitor experiences every day of the week.
• The winter season saw mixed results, with some festivals and attractions like Winterfest seeing record attendance thanks to improved programming. However, sales overall lacked predictability with ups and downs. Concerns were raised around inconsistent weather and its impact.
• Parking signage and rules, wayfinding, and public washroom locations need improvement to enhance the visitor experience. The city’s restrictive policies on short-term rentals limited accommodation options. Al Fresco dining rules could be relaxed to boost activities. Influencers were successfully promoting unique retail, but more emphasis was needed.
• Suggestions were made to better promote events through improved online calendar search functions and homepage prioritization. A downtown shuttle or hop-on hop-off bus could help with mobility issues. Restrictive bylaws were hindering creative Al Fresco and outdoor dining concepts from being realized.
• Grants emphasized new projects over operational needs, and timelines don’t support forward planning. Pandemic recovery funds are drying up, leaving sectors vulnerable. DS’s strategic and stakeholder engagement processes are aimed to address these issues and inform priorities and support. Collaboration across sectors was important.

The 4 Tourism Advisory Committees met in November 2023 to review tourism performance for the current year and also to discuss opportunities and threats in 2023 and beyond for the local tourism economy. Some common threads included:

• Some shared that they experienced a slow start to the season, with some regular guests shortening their stays due to a lack of interest in the theater offerings. However, they also mentioned that there were new visitors who enjoyed their experience and expressed optimism for the upcoming year.
• There was discussion regarding the experiences and the successes in the 2023 theater season, including increased rates and occupancy.
• There was discussion for a need to promote events in June to attract overnight visitors to Stratford. Feedback was provided on the lack of awareness about Destination Stratford and suggestions were made about improving its marketing efforts to reach a broader audience.
• Discussion included the challenges that were faced in 2023, including staffing issues, rising costs, price sensitivity and tighter guest budgets in the restaurant industry. Also mentioned was the difficulty of finding affordable housing in Stratford and the need to balance prices to maintain customer loyalty. There is a need to explore ways to create more opportunities and support the culinary community in Stratford, including requesting winter alfresco and promoting themed culinary trails.
• The discussion included plans focusing on non-theater events and smallish events on Sundays and Mondays during the non-summer months. It was emphasized the importance of supporting and spotlighting the local arts community in Stratford to attract a younger demographic and promote authenticity.
• There is a need for more live music venues in Stratford, youth involvement and the concern over the loss of restaurants in the streetscape. The challenges faced by businesses during the pandemic was acknowledged and there is an expressed optimism for the future while emphasizing the importance of supporting the local culinary and cultural scene.
• The theater had a successful season in terms of getting back on track, but there was a need to attract new audiences and address the impact of discounted ticket prices on revenues. There were comments regarding the impact of the economy on ticket prices and the need for inclusive options. There was the positive return of the American market but there is the need to rebuild the audience.
• The discussion involved the challenges faced in the arts and culture industry, including increasing costs, decreasing grants and ticket sales, and the impact of the economy on their businesses.
• There was discussion regarding the importance of creating a year-round cultural destination in Stratford and leveraging the municipal cultural plan to support small businesses and tourism.
• The discussion about retailers’ experiences in 2023 included the challenges and opportunities they faced during the theater season. Overall, they found that the season was consistent with the previous year, with some improvements but still not at pre-pandemic levels.
• The group discussed their experiences with summer expectations versus other times of the year. They found that September and October were becoming the busier months compared to August, and there were unpredictable factors such as theater schedules and weather that affected their businesses.
• The group discussed the use of influencers in promoting their businesses in Stratford. A suggestion was made in finding influencers that match the stores in the area, while one expressed their disinterest in the influencer marketing. The challenges and benefits of influencer marketing in reaching specific demographics and generating sales was discussed. They emphasized the importance of finding quality influencers, leveraging earned media, and promoting Stratford as a year-round cultural destination. The need to focus on retail influencers to attract customers who specifically come to shop in Stratford was mentioned. They wanted a targeted approach to ensure that the influencers fit the retail puzzle and could authentically promote the stores and products. With the discussion revolving around the potential for influencer marketing in Stratford, there was a suggestion of targeting fashion influencers and exploring retail opportunities.
• There was also a concern raised about the lack of overnight accommodations, leading to a focus on regional marketing and targeting nearby areas like Detroit.
• The group discussed different strategies to prioritize regional storytelling and marketing as a long-term investment. This is aimed to create a cultural draw in Stratford during the winter season by focusing on daytime activations, collaborating with influencers, and maximizing opportunities for businesses and experiences.
• The challenges were acknowledged that are faced by retail businesses during Lights on Stratford and evening activations, but there was the expressed optimism about the potential growth and partnerships in the future, while another suggestion was to incorporate the successful retail ideas from February promotions of the Downtown Stratford BIA into the winter lights event.

The 4 Tourism Advisory Committees met in November 2022 to review tourism performance for the current year and also to discuss opportunities and threats in 2023 and beyond for the local tourism economy. Some common threads included:

• Staff shortages. Concerns were shared across the board about lack of staff, partly due to higher cost of living and low attainable housing/rental stock, as a primary challenge in 2022 and a high priority issue to navigate moving forward. The teenage/college demographic cannot see the benefits and are not willing to work in the tourism sector along with having quite a bit of choice for employment.
• VIA and GO train schedules do not work for the employees and advocation for better transportation times and links could help with this.
• Inflation and rising input costs. The general consensus was that increased costs were being passed on to the visitor/consumer, and that this appeared to be mostly accepted through demand, but there were questions around how long this would continue for and when the price increases would hit a threshold that would negatively impact demand.
• Concerns around a potential recession starting in 2023.
• July, 2022 seemed to be soft, but the last half of the year was quite strong in terms of sales, bookings and demand.
• US border crossing restrictions and complicated requirements were detrimental, but things improved over the summer and fall with a return of many Stratford visitors from the US. Still at much lower rates than pre-pandemic.
• An accommodator enquired about the Municipal Accommodation Tax (MAT) communications from the City along with some specific questions, which have subsequently been answered. The City has also now updated their MAT web page and is hosting an info session for accommodators in February.
• A suggestion was made to have a point person available to send out communications or a calendar to advise the hospitality sector for staying open later and bringing in more staff.
• “Culture is a big part of our city and city investment is needed.”
• “With summer events, there is a need to have the city making the water truck available when needed.”
• “With Chinese and Japan visitors (Asian communities) coming to Stratford, we should be marketing to attract multicultural and multi-language patrons. Signage around the city should be multicultural. We need to be better prepared to make Stratford more welcoming for these patrons to come and visit with the need for local and multicultural tourism ambassadors.”

DESTINATION STRATFORD
TOURISM ADVISORY COMMITTEES (TAC)
TERMS OF REFERENCE

V1 March 9, 2023

Purpose

Destination Stratford (DS) has created advisory committees for tourism sub-sectors, including accommodation, culinary, festival/event/attraction, and retail. Each TAC will meet at a minimum twice per year (early Spring and late Fall) to share and discuss opportunities and challenges from each sector’s perspective that will help inform and shape DS Marketing, Development and Management initiatives. There are approximately 10 members on each committee that represent a broad spectrum within each sub-sector.

Timing

The Tourism Advisory Committees were formed in late 2022 and are intended to remain in place moving forward.

Roles

The role of Tourism Advisory Committee members is to:

• Advise and provide feedback on the visitor economy, destination marketing and destination development by sharing and discussing opportunities and challenges from each sector’s perspective;
• Share best practices within the Committee;

Responsibilities

A Tourism Advisory Committee member will serve as a tourism industry representative of the local Stratford area.

The responsibilities of Tourism Advisory Committee members are to:

• Attend Advisory Committee meetings;
• Respond to email inquiries from the Chair on tourism-related issues;
• Respect the Tourism Advisory Committee Ground Rules (provided at the beginning of each meeting);
• Review and provide feedback on draft destination documents/reports;
• Speak only on behalf of the committee if delegated to do so; and,
• Work collaboratively and be open to a variety of ideas and views for improving Stratford’s visitor economy and community.

Advisory Committee Meetings Chair

The Advisory Committee meetings will be chaired by the Executive Director of Destination Stratford.

Timing, Tenure and Committee Meetings

Tourism Advisory Committee members are asked to serve on an ongoing basis and attend Advisory Committee virtual Zoom meetings at a minimum twice per year (once in Spring and once in Fall). Meetings are at the call of the Chair with every effort made to schedule for maximum attendance. It is anticipated that there will be 2 Tourism Advisory Committee meetings annually, potentially with up to 2 additional meetings for specific tourism development projects or initiatives.

STRATFORD SPORT TOURISM ADVISORY COMMITTEE (SSTAC) TERMS OF REFERENCE

V1 March 9, 2023
Purpose
Destination Stratford (DS) in partnership with the City of Stratford, Community Services Department and investStratford has created the Stratford Sport Tourism Advisory Committee (SSTAC) to advise and support the City of Stratford and Destination Stratford in the creation of a Sport Tourism Office and associated activities and responsibilities.

Committee Members
• Destination Stratford, Executive Director (co-chair)
• City of Stratford Community Services, Director (co-chair)
• investStratford, CEO or designate (ex-officio)
• Up to 8 additional members, representing:

• Accommodation Sector (Destination Stratford Tourism Advisory Rep)
• Culinary Sector (Destination Stratford Tourism Advisory Rep)
• Funder/Partner (RTO4, FedDev Ontario, Ministry of Tourism)
• Sport User Groups
• Minor Sports Council
• Sport Venue Owner/Partner
• Community At Large

Roles, Reporting and Accountability
The SSTAC, in conjunction with staff will:
• Advise and provide feedback on the sport tourism sector, the accommodations and overall visitor experience associated with participants, spectators, and supporters.
• Explore funding opportunities, grants, and other sources of revenue for the formation of a sustainable Sport Tourism Office
• Share best practices within the Committee and support the staff and leadership of Destination Stratford and Stratford City Council on matters related to Sport Tourism
• Advise the Destination Stratford Board, Stratford City Council, and the Community Services Sub-Committee
• Abide by all applicable Destination Stratford by-laws and policies for the conduct of meetings and activities, including but not limited to conflict of interest, purchasing, etc.

Timing, Tenure and Committee Meetings
• The SSTAC, created in 2023 will meet quarterly, or more frequently as called. Every attempt will be made to accommodate members as required.
• The expected duration of the SSTAC is 12-18 months.