April 26, 2007

1. North-Central Alberta Aboriginal Tourism Development Study Presentation of Key Findings April 26, 2007

2. Presentation Outline • Purpose and Objectives • Methodology • Qualitative Research Findings • Quantitative Research Findings • Strategic Insights

3. Purpose and Objectives • Purpose: • Assess the current product mix of Aboriginal-based tourism in Alberta’s North-Central region, and to measure the possibility for growth of Aboriginal-based products and services in the area. • Research Objectives: • Profile the near-in market • Who are they? • What culture and Aboriginal-based travel products and services are they seeking? • Understand the current position of the North-Central region vis-à-vis the above • Identify strategic insights for Aboriginal-based product development

4. Methodology • Phase 1 – Qualitative • Focus groups in Cold Lake, Lloydminster, Edmonton and Fort McMurray (2 groups per location) • Participants were past-two-year out of town travellers who have participated in cultural activities on a trip within the past five years, or plan to do so within the next year • Phase 2 – Quantitative • 1,146 online and telephone interviews • Participant profile as above • Target markets included • Edmonton • Other North-Central markets (Fort McMurray, Athabasca, Bonnyville, Elk Point, Lac La Biche, Smoky Lake, Camrose, Lloydminster, Slave Lake, Wainwright)

5. Qualitative Research Findings

6. Qualitative Group Composition • Gender • Even mix of men and women for most groups • More women in the Lloydminster groups • Age • Most between 30 and 50 years of age in Cold Lake and Edmonton • Most between 40 and 60 years of age in Lloydminster and Fort McMurray • Family Composition • Approximately two-thirds or more in each group had children at home • Aboriginal-based travel • Roughly 50% at each location indicated that they had previously visited an Aboriginal-based event or attraction • None would be considered an avid visitor to Aboriginal-based destinations

7. Qualitative Discussion Guide • Introduction and warm up • General travel activity • Travel in Alberta • Destination decision making • How, why, where? • What about Northern Alberta? • Culture-based travel in Alberta • Aboriginal-based travel in Alberta • Awareness and impressions • Past experience • What about North-Central Alberta? • What would the ideal destination look like?

8. Qualitative Findings Travellers are unique in their travels. • While some aspects of Alberta-based trips were consistent throughout the groups… • Trips tended to be 2-3 days long • Trip spending was usually about $500 • Many aspects of trips varied by individual • Destination type (urban, mountains, lakes, parks) • Activity (theatre, shopping, camping, visiting friends/relatives) • Type of accommodation (hotels, friends/relatives, camping)

9. Qualitative Findings (cont.) Most travellers seek multiple sources of information. • The Internet is a key source, and makes everyone an “expert” travel planner • Other top mentions for information include: • Past experience and recommendations from family/friends are also key • The newspaper travel section • Travel Alberta publications

10. Qualitative Findings (cont.) Most respondents think of Southern Alberta first. • Southern Alberta is more likely to be associated with travel destinations than places north of Edmonton • Mountain parks and Lake Louise • Drumheller • Calgary and Edmonton • Places to the North are more closely associated with trips “if you are into hunting or camping”

11. Qualitative Findings (cont.) Culture by coincidence: • When culture is included in a trip, it is generally not the primary reason for the trip – it is secondary • The types of trips that involve culture fall into three areas: • Edmonton (concerts, theatre, museums) • Random acts of culture (stumbling across points of interest) • Trips with kids. Often, children are exposed to culture at school and through field trips

12. Qualitative Findings (cont.) Awareness of Aboriginal-based attractions/events is low. • Low awareness for specific destinations in Alberta aside from Head-Smashed-In Buffalo Jump • Little or no awareness of destinations in North-Central Alberta • Some generic mentions of Lac La Biche • Groups indicated that low awareness was a primary reason for low levels of visitation

13. Qualitative Findings (cont.) Stereotypes appear to be working against the industry. • There are perceptions that Aboriginals are not open to visitors – travellers feel “unwelcome” • Many respondents indicated some level of concern for safety • Safety appears to be a greater concern at or near reservations than at sites off reservation land

14. Qualitative Findings (cont.) An ideal destination would include two elements: • Aboriginal village • Authentic buildings and activities, similar to the Ukrainian Village • A place to do and see a variety of things (arts and crafts, food, museum, etc.) • Adventure travel component • Opportunities to become “immersed in Aboriginal culture” • Learn how Aboriginals lived off the land

15. Qualitative Findings (cont.) An ideal “mega” destination or bundle of smaller sites/attractions? • An ideal “mega” destination is appealing in terms of convenience and seeing/doing everything in one place • There is openness to bundling several attractions/events together on a trip IF… • Each separate aspect of the bundle is worthy of the trip • “If you are going to ask me to drive two or more hours, then please make it worth my while.”

16. Quantitative Research Findings

17. Quantitative Questionnaire • Screening for culture travellers • Trip profiles • Aboriginal-based culture trip • Other cultural travel (if no Aboriginal-based trip taken) • Aboriginal-based travel in Alberta • Awareness and impressions • Interest in specific aspects • Potential barriers

18. Quantitative Findings Culture is a secondary part of travel. • Half to two-thirds of respondents are defined as “culture travellers”, however… • Culture is rarely the primary purpose of the trip • Visiting cultural attractions tends to supplement other types of trips • Visiting friends/family or “holiday” travel to see other places • Generally longer trips • Often venture outside the province and include multiple stops Culture travellers who have visited Aboriginal-based sites or attractions are similar along demographic lines to those who have not.

19. Quantitative Findings (cont.) What are the biggest draws for cultural-based travel? • Live performances • Dances, concerts, musicals, theatre, etc. • Historical attractions • Museums, heritage sites, traditions

20. Quantitative Findings (cont.) Aboriginal-based culture travel tends to be overlooked. • Participation and interest in Aboriginal-based attractions/events is lower than other types of culture travel • Awareness of what Alberta has to offer is low • That said, there is little indication of feeling unwelcome or unsafe • And, interest in visiting specific destinations is moderate to strong among those who are aware of them

21. Quantitative Findings (cont.) • Interest is highest for • visiting historic sites and museums • observing cultural activities and traditions • The idea of being able to do all these things in one place is appealing • Interest is somewhat lower for participatory experiences • Cultural activities • Sports and games • Hunting and fishing When prompted, there is considerable interest in specific types of Aboriginal-based activities.

22. Cultural Trip Details

23. Percentage of Albertans who are Past-Two-Year Out of Town Travellers and are “Culture Travellers” Edmonton (n=1,045) Other North-Central (n=861) Out of townculture travellers68%(64% are past-5-yearculture travellers) Non- travellers48% Out of townculture travellers52%(48% are past-5-yearculture travellers) Non- travellers32% Past-5-year travel

24. Significant difference at 95% confidence level. Destination of Most Recent Trip

25. Significant difference at 95% confidence level. Other Destinations Visited During Most Recent Trip

26. Significant difference at 95% confidence level. Best Description of Type of Trip Taken

27. Significant difference at 95% confidence level. Primary Reason for Most Recent Trip

28. Significant difference at 95% confidence level. Activities Seen or Participated in During Most Recent Trip

29. Significant difference at 95% confidence level. Number of Nights Away From Home

30. Significant difference at 95% confidence level. Sources of Information Used for Planning Most Recent Trip

31. Significant difference at 95% confidence level. Websites Used * Small base size, interpret with caution.

32. Significant difference at 95% confidence level. Aboriginal-Based Cultural TravellersDemographic Profile

33. Aboriginal-Based Tourism in Alberta

34. First mention Total mentions Top-of-Mind Awareness of Aboriginal-Based Tourism Attractions or Events in Alberta Edmonton (n=549) Other North-Central (n=597) Any Alberta Destination (net) Head-Smashed-In Buffalo Jump Activities (net) Edmonton Museum Calgary Hobbema Casino Lac La Biche Mission Fort Edmonton Park Indian Village at the Calgary Stampede Pow Wow Fort Chipewyan Base: All respondents

35. Unaided Awareness of Aboriginal-Based Destinations in North-Central Region Edmonton (n=549) Other North-Central (n=597) Any Alberta Destination (net) Lac La Biche Mission Saddle Lake Reservation Slave Lake Athabasca Cold Lake Fort Edmonton Park Fort Chipewyan Frog Lake Base: All respondents

36. Total Awareness of Specific Aboriginal-Based Travel Destinations Edmonton (n=549) Other North-Central (n=597) Fort Edmonton Park Head-Smashed-In Buffalo Jump Writing-on-Stone Provincial Park Indian Village at the Calgary Stampede Lac La Biche Mission Fort Chipewyan Fort Vermillion Métis Crossing Fort George Reil Beach None Base: All respondents

37. Very interested Somewhat interested Interest in Visiting Specific Places Edmonton Other North-Central Fort Edmonton Park Writing on Stone Provincial Park Head-Smashed-In Buffalo Jump Lac La Biche Mission Indian Village at the Calgary Stampede Fort Vermillion Fort Chipewyan Base: Aware of specific place

38. Interest in Specific Aboriginal-Based Activities Edmonton (n=549) Other North-Central (n=597) Visiting historical sites Visiting museums Watching activities All-in-one site Observing life as it used to be Eating Aboriginal food Staying in a cabin Visiting S. Alberta Visiting N. Alberta Base: All respondents

39. Interest in Specific Aboriginal-Based Activities (cont.) Edmonton (n=549) Other North-Central (n=597) Pow Wow Driving trip (bundled places) Shopping Learning to make arts/crafts Learning about modern life Teepee Participating in traditions Participating in sports/games Hunting/fishing Base: All respondents

40. Reasons for Less Interest in Aboriginal-Based Travel Edmonton (n=549) Other North-Central (n=597) It’s not promoted/ marketed I don’t know enough about it I’m just not interested in Aboriginal-based events and attractions I don’t feel welcome at Aboriginal-based events and attractions It is not safe to visit Aboriginal-based events and attractions Location too far away No time/too busy Other None Don’t know/not stated Base: All respondents

41. Strategic Insights

42. Strategic Insights Low awareness is a key barrier to Aboriginal-based travel. • Distribute the Travel Alberta In-Province “Bundle-Up” brochure • Advertise events/attractions in local Visitor Information Centres • Emphasize events/attractions that are most developed • Describe what travellers should expect to see (make it worth the trip) • Market to school groups (field trips) • Ensure that travellers feel welcome

43. Strategic Insights (cont.) Culture is generally not the primary trip purpose. • Develop a “Bundle-Up” brochure specifically for the North-Central area that includes other types of activities/events • Ukrainian Village • Maple Flag days in Cold Lake • Camping and other outdoor activities in the area • Clearly and convincingly communicate what Aboriginal-based attractions offer that cannot be found elsewhere

44. Strategic Insights (cont.) Target markets appreciate culture, and tend to be on longer trips. • Target messaging to reach attitudinal and behavioural segments • Those interested in various forms of culture • Those on longer trips (holiday travellers, spring/summer travellers) • Distribute collateral through museums, festivals, theatres and other cultural attractions • Distribute collateral at Visitor Information Centres to target those on longer trips • Advertise in the weekend travel section on the newspaper • Consider more detailed media habits research in the future

45. Strategic Insights (cont.) Entertainment, historic sites and museums have strong appeal. • Emphasize product development along two lines: • Live performances (dances, concerts, musicals, etc.) • Historical attractions (museums, heritage sites, etc.) • Create greater recognition for developed products along these lines • Clearly promote products in North-Central Alberta to create a competitive advantage over similar offerings in other areas • In the longer term, consider developing an all-in-one destination to serve as an anchor for Aboriginal-based tourism in the area