Presentation to Essex County Council Tourism Windsor Essex Pelee Island Business Plan Gordon Orr – Chief Executive Officer Lynnette Bain – Vice President, Tourism Programs & Development

Background Evolution of Tourism Windsor Essex Pelee Island 5 year business plan ( ) Facilitated discussion around review of business plan Achieve acceptance to enter into a new business plan ( ) Business Plan |

Business Plan Priorities and Goals Vision, Mission and Mandate Vision Tourism Windsor Essex Pelee Island to become a top-of-mind destination in Ontario by capitalizing on our regional assets and by presenting authentic experiences. Mission Tourism Windsor Essex Pelee Island will enhance the image and economy of the region by providing excellent tourism services. Through partnerships, we will develop, market and promote our destination in cooperation within a united tourism industry Business Plan |

Business Plan Priorities and Goals Vision, Mission and Mandate Mandate The core functions of Tourism Windsor Essex Pelee Island in building a united tourism industry are: Business Plan | Marketing and communications Visitor services Research and product development Event business development

Business Plan Priorities and Goals Goals The following priorities and goals were established for the 2015 to 2019 Business Plan for Tourism Windsor Essex Pelee Island: Business Plan | To recommend a permanent governance model for the organization for Board consideration. To articulate a continuing funding model involving both the municipal partners and the generation of earned income. To recommend actions that would enhance stakeholder engagement and participation in the products, services and initiatives of Tourism Windsor Essex Pelee Island. To continue a strategy whereby all stakeholder business relations with Tourism Windsor Essex Pelee Island are based on a fee for service approach in whole or in part, and on a product / service specific basis.

Business Activities Organizational Governance Business Plan | Continue the development and utilization of a policy-based governance model as outlined in the 2009 Business Plan. Since Policy Governance Boards are typically seven to eleven members, to develop a Board of Directors of nine members as follows: - Two members appointed by the City of Windsor Council; - Two members appointed by the County of Essex Council; - One member appointed by the Municipality of Pelee Island Council; - Four people engaged in any dimension of the tourism industry in Windsor Essex Elected officials are to have four-year terms as appointed by their Council.

Business Plan Activities Organizational Governance Business Plan | The Officers of Tourism Windsor Essex Pelee Island would be as follows: - Chair, Vice Chair and Secretary-Treasurer; - The Board members would elect the Officers; - Officers positions would be for a two-year term and could be re-elected to an Officer’s position, except if the term limit expired for an industry representative. - There would be no Past-President.

Business Plan Activities Market Cluster and Directions Business Plan | The market cluster framework is as follows: Leisure Customer Market - Wine and Culinary - Arts and Culture - Entertainment - Outdoor Adventure Sport Tourism Market Group Travel / Meeting and Conventions Market

Business Plan Activities Funding Framework Business Plan | To sustain the current level of municipal partner base funding for each of the five years with an option to bring forward a budget request for an increase to the partner base funding as necessary. To fund growth in the budget of the organization based on increasing external grants, research funding, products and services earned income or other non- municipal sources. To work with the Board of Directors to determine a preferred municipal funding model relative to continuing to use five-year agreements or the undertaking of annualized budget submissions. To adjust the 2015 municipal partner funding proportions via a 1% increase for the County of Essex and a 1% reduction for the City of Windsor to reflect the results of the 2011 census.

Business Plan Activities Funding Framework (Municipal Contributions) Business Plan | Table 1 - Municipal Funding Re-Allocation on 2011 Census Current Services 2014 (Approved) City of Windsor940, ,300923, , , ,300 County of Essex 766, , , , , ,700 Municipality of Pelee Island 7,0007,000 7,000 7,000 7,000 7,000 Subtotal 1,713,000 1,713,000 1,713,000 1,713,000 1,713,000 1,713,000

Business Plan Activities Next Generation Stakeholder Education and Engagement Business Plan | To complete the new shareholder/partner portal. To undertake the development and hosting of an Annual Stakeholders Forum. Development of an Industry Tourism Awards Program. Development of a Volunteer Recruitment and Recognition Program. Formulating and implementing an Annual Marketing Plan Consultation Program.

Business Plan Activities Organizational Development Business Plan | The following actions are identified: The ongoing advancement of the organization’s technology capacities, with a primary focus on the significant redevelopment of the website. To complete an assessment of the staff compensation program to ensure equity and competitiveness. Undertaking a new Strategic Plan for the organization for a three to five-year period, particularly focusing on the post-organizational development directions and opportunities of Tourism Windsor Essex Pelee Island.

Business Plan Activities Organizational Development Business Plan | Complete a review of the current visitors services delivery model, including the potential use of digital visitor services tools. Undertake specific policy development initiatives involving: - Performance measurement and reporting; - Board policy monitoring; - Funding/grant request policy with criteria.

Business Plan | Priority Tasking Project Lead/ Reporting Date Approval Team (Year) Requirement 1 Governance 1.1 Permanent Governance Model Board Chair 2014 Board 1.2 Governance Policies Board Chair 2015 Board 2. Municipal Partners Funding 2.1 Sustain levels Chief Executive Officer 2014 Board 2.2 Budget growth via earned income Chief Executive Officer 2014 Board 2.3 Determine funding w/ municipal partners Chief Executive Officer 2014 Board 2.4 Adjust municipal partner proportions (2011) Chief Executive Officer 2015 Board 3. Market Cluster Framework 3.1 Leisure Cluster Market 2014 Board - Wine / Culinary - Arts and Culture - Entertainment - Outdoor Adventure - Sport Tourism Market - Group Travel / Meetings and Conventions Market Chief Executive Officer, Vice President, Tourism Programs and Development & Director, Product Development and Marketing

Business Plan | Priority Tasking Project Lead/ Reporting Date Approval Team (Year) Requirement 4 Next Generation Stakeholder Education and Engagement 4.1 Completion of stakeholder / partner portal 4.2 Development of Annual Marketing Plan Stakeholder Consultation Program 4.3 Development of a reoccurring annual stakeholder education and consultation and networking event 4.4 Development of Volunteer Recruitment Vice President, and Recognition Program Tourism Programs and Development 4.5 Development of Tourism Industry Vice President, Awards Program Tourism Programs and Development Director, Product Development and Marketing Director, Product Development and Marketing Vice President, Tourism Programs and Development 2014 CEO 2015 CEO 2016Board 2015CEO

Business Plan | Priority Tasking Project Lead/ Reporting Date Approval Team (Year) Requirement 5 Organizational Development 5.1 Technology and website development 5.2 Staff compensation review 5.3 New Strategic Plan 5.4 Policies Development Performance Measurement Policies Monitoring Funding / Grant Requests Criteria 5.5 Review of visitors services delivery model and use of electronic tools Chief Executive Officer Vice President, Tourism Programs and Development 2014 Board 2015/2016 Board Chair & Chief Executive Officer Director, Product Development and Marketing Chief Executive Officer /2015 CEO Board