Draft Strategic (Action) PlanAugust 7, 2013

QUOTE – EMILY C. GENERAL

AN IDEA IS ONLY AN IDEA UNTIL THE PEOPLE COME

TOGETHER TO MAKE IT HAPPEN

Background

In 2010, GREAT hosted two Six Nations Labour Force Development Think Tanks – Guest Speakers were brought in to inspire people to take action.In July, 2011 GREAT hosted the Six Nations Cultural Experience Conference and a year later hired a Coordinator to develop a cultural tourism strategic planThe Six Nations Cultural Experience Planning Committee was formed to help develop the plan to give visitors to Six Nations an authentic and interactive experience of Six Nations’ culture.

Reasons for Developing Cultural Tourism

Increase visitors’ understanding and appreciation of Six Nations culture;

Build Six Nations’ economy;Enhance or develop relationships with other

communities; Help develop a strong nation of people who

are proud of their history and culture; and,Create and deliver training and

employment opportunities in the cultural tourism sector.

Benefits of Cultural Tourism for Six Nations

1. Connect generations and help preserve traditional knowledge.

2. Give the youth the opportunity to carry on as ambassadors of Six Nations.

3. Instill pride in ourselves, our community, and our culture.

4. Re-establish Six Nations as a point of destination for local, national and international visitors.

5. Dispel myths and help break down racism, discrimination, and stereotyping.

Six Nations Cultural Experience Committee

Chiefswood National Historic SiteGrand River Champion of Champions Pow Wow Grand River Employment and TrainingSix Nations Legacy ConsortiumSix Nations Polytechnic /Indigenous Knowledge

CentreSix Nations Public LibrarySix Nations TourismTwo Rivers Community Development Corp.Woodland Cultural Centre

Relevant Statistics

Demand for Arts and CultureThe January 2013 report commissioned by the

Ontario Arts Council, shows a significant impact of arts and culture on the Ontario tourism. Key findings of the Ontario Arts and Culture Tourism Profile, by Research Resolutions & Consulting Ltd identify the following:

9.5 million overnight tourists in Ontario participated in arts and culture activities during their trips in 2010 – representing 22% of all Ontario’s overnight visitors;

Relevant Statistics

The average Ontario arts and culture tourist spends twice as much per trip as does a typical tourist - $667 per trip versus $374;

The market for arts and culture tourism in North America is large: 89% or 18.5 million of Ontario’s 20.8 million North American tourists who travel to Ontario over a two-year period seek an arts or culture activity on their trips; and of that 89% - 14% or 2.9 million participated in an Aboriginal cultural activity.

 

Relevant Statistics

There is a projected shortage of workers. According to Canadian Tourism Human Resource Council 2010- “The Future of Canada’s Tourism Sector: Economic Recession” there will only be a temporary reprieve from labour shortages.

By 2025 the province’s tourism sector could see a potential labour shortage of more than 80,000 full-year jobs left unfilled.

Relevant Statistics

The Aboriginal population is in a position to fill these projected shortages.

According to the Canadian Tourism Human Resource Council – Aboriginal Peoples Employed in Tourism and the 2006 Census, more than 50,000 people or 3.2% working in Canada’s tourism sector, self-identified as an Aboriginal person.

The accommodations industry employed the largest share of overall Aboriginal workers at 4.7%. This is followed by industries within the category of recreation and entertainment ( 3.3%).

Process for Input into the Strategic Plan

Six Nations Labour Force Development Think Tank 2010

Six Nations Cultural Experience Conference 2011 and formation of

Steering Committee

Surveys Focus Groups

One x One

Interview

Conference 2013

Draft Strategic Plan

Community Driven

Process for Input into the Strategic PlanSix Nations Community Plan 2007 was

referenced when developing the strategic plan;A series of focus groups and one on one

interviews were held. They included: artisans, business owners, sports and recreation, historians, knowledge keepers, and service providers.

An on line survey was developed and posted on the Steering Committee websites and distributed at local community events - Six Nations Language Conference and the Community Awareness Week

The on line survey received 116 responses.

Process for Input into Strategic Plan A report entitled “Why Place is the Key to

Cultural Tourism”: by Steven Thorne. “Research tells us that what cultural tourists most want is to explore a different culture, to be enriched – intellectually and emotionally – and to gain a new perspective on life. They want to experience what makes a destination distinctive, authentic, and memorable. In short, cultural tourists want to experience “place”.

“Place-based cultural tourism” refers to the history, arts, culinary, stories, heritage of Six Nations; essentially the place is the product. Visitors want to experience “a sense of place”.

Process for Input into Strategic PlanHighlights from the Six Nations Community Plan:

Eco-tourism – multi-use trails throughout community;

Develop a tourism strategy, secure funding for 5 years, engage the community in developing arts and culture;

Build a better forest theatre;Engage community in a strategy to move arts

and culture forward;Secure funding - hire an Arts and Culture

Coordinator;Create an economy that supports arts and

culture

Process for Input into Strategic Plan

The Six Nations Cultural Experience Committee hosted a conference titled the Realities and Possibilities of Cultural Tourism on Thursday, July 25, 2013.

Attended by 50 people representing a cross sections of the community such as; artisans, business owners, service providers, knowledge keepers, youth.

Provided an opportunity for the community to learn about cultural tourism and provide further input into the strategic plan.

On line survey results1. What effect would increased cultural tourism have on Six Nations?

On line survey results2. In developing cultural tourism, how important are the following?

On line survey results3. What is the potential for developing the following at Six Nations?

On line survey results4. Which of the following might present challenges to developing cultural tourism?

On line survey results5. Who do you think should be involved in developing and managing cultural tourism at Six Nations?

Focus Groups and Conference CommentsChallenges/Barriers:Douglas Estates – fear, people may not want to

come Funding to implement strategiesGeneral populous is not welcoming; lack of

customer service and racism towards non natives Market readiness Treading on ground where there is no consensusThere is a fear of losing what we have and

growing in ways that we don’t know or can’t control

Limited accommodations, lack of washrooms, garbage disposals

Leadership buy in

Focus Groups and Conference CommentsRecommendations:

Interact with the radio station - interview visitors

Tourism/ customer service trainingEnhance what we have - start with farmers

market – that could lead to an authentic villageDevelop zoning by-laws business regulationsPromote community pride building activitiesIntegrate language and promote language i.e.

purchase equipment where visitors presses a button and it repeats common phrases

Focus Groups and Conference CommentsRecommendations:Develop a speakers bank - scholars willing to provide presentations Work with young kids to teach them the arts, Promote that Six Nations as a tax free zoneDevelop a charitable organization where people can make donations to the community Billboard map of the community in a central location, similar to the ones in malls

Focus Groups and Conference CommentsRecommendations:Scholarship/sponsorships for tourism training and educationPut up a sign that says “thank you for visiting” in the language Create a volunteer bank/list of people who are willing to volunteer Outdoor amphitheatre should be studied and explored further

Focus Groups and Conference CommentsOpportunitiesCultural conferencesPlanned and organized – excursions with a tour guide to experience the “inside view”Opportunity to connect with the land – trail by the river, nature trail at Chiefswood Park and other areas to access Carolinian ForestWalking tours, church tours, tour of residential schoolModern fashion show/designs that are native inspiredSports tournaments

Focus Groups and Conference CommentsOpportunitiesLiterature, theatre and drama opportunities to engage youth in creative arts Eco-tourism (hiking, canoeing, nature trails)Literature and art (pageant and educate non native people on our history)Old Bingo Hall (turn into an Arts School for adults and children, open up as a conference facility)Culinary (fresh and local) traditional foods Tourist area should be centralized so people go to one place

Six Nations Cultural Experience Strategic Priorities and GoalsSeven strategic priorities have been

identified as follows:

1.Marketing and Promotion2.Partnership Development3.Human Resource Development4.Product Development5.Cultural Industry Protocols6.Governing Body7.Evaluation of Impact

Marketing and Promotion

Goals:1.To work in collaboration with the cultural

experience stakeholders to support and promote our unique cultural experiences.

2.To develop and implement a marketing initiative and strategy.

Marketing and PromotionActivities: Develop base line data measurements Develop and promote positive messages about

Six Nations to the public - welcome signs Success stories of visitors experiences

including phone in radio show, on line video Develop a speakers corner at targeted sites

for visitors so they can tell us about their experiences

Updated inventory of sites, attractions, products and services with pictures, bios, contact information available in print and on line.

Partnership Development

Goals:1. To build relationships with other

communities and increase their understanding and appreciation of the Six Nations culture.

2. To create cross cultural collaboration that generates new economic opportunities and increase public/private support for cultural experiences.

Partnership DevelopmentActivities:Invite other community service organizations

within Six Nations who want to be part of the Six Nations Cultural Experience. 

Develop relationships and MOU’s with Tour Companies and other groups that promote and offer tours

Develop relationships with off reserve tourism groups and associations and become members of these groups.

Expand and implement Memorandum of Understanding with the Regional Tourism Organization # 3.

Human Resource Development

Goals:

1. Provide an opportunity for youth to enter into careers and training opportunities in the hospitality and tourism industry.

2. Provide an opportunity for our local knowledge keepers to be engaged and compensated for sharing their experience.

3. Provide learning opportunities for visitors and community members in cultural tourism.

Human Resource DevelopmentActivitiesDevelop, plan and conduct a series of

workshops and training options for youth who want to enter into a cultural tourism career.

Use our knowledge keepers to conduct this training and/or develop curriculum for these workshops.

Develop and maintain a cultural volunteer program

Product Development

Goals

1. Provide an opportunity for authentic high quality Six Nations products and services to be offered to visitors.

2. Increase Six Nations delivery of unique cultural tourism products and services.

Product DevelopmentActivities:Deliver market ready workshops and customer

service workshops to those who are interested in providing visitors with a cultural experience.

Develop a plan to build on the existing sites, attractions, products and services with those who are interested in providing visitors with a cultural experience.

Develop a CD on the history of Six Nations including sites and attractions.

Develop walking tours in the village of Ohsweken.Develop and plan for an authentic Iroquoian Village

site.

Cultural Industry Protocols

Goals:1. Create and deliver authentic, true realistic, safe,

and quality products and services. 2. Develop and implement cultural protocol

guidelines that respect our traditions, places, and ensure activities are environmentally sensitive.

Activities:1.Develop draft guidelines using resource documents:

Great Spirit Circle Trails Cultural Authenticity Guidelines and Aboriginal Tourism Marketing Circle and present to community for comments.

2.Work with the cultural experience governing body to get buy in and approval from the community.

Evaluation of Impact

Goals:1. Develop a process that will measure the impact of

cultural tourism on Six Nation’s economy, relations with local communities, and sense of cultural identity.

Activities: Begin collecting information on the strategic plan’s

impact to Six Nations in terms of # of jobs, students trained/educated in tourism, # of new businesses, # of visitors, dollars spent by visitors, # of partnerships formed, improved relations with local communities.

Governing BodyGoal:

1. Develop a governance system in collaboration with cultural experience providers that will oversee the implementation of the five year strategic plan.

Activities:1.Invite youth, artisans and cultural groups to be part of

the governing body.2.Develop options on the governance structure, i.e.

existing organizations or develop new structure3.Develop an administrative body to implement the

strategies, ie. Six Nations Tourism Department.

Next StepsSecure funds to implement the strategic priorities, examples:

Ministry of Tourism, Culture and Sports - Culture Development Fund

Casino Rama Fund Canadian Heritage Department

Written approval and support from the Six Nations Elected Council and Confederacy Council.

Next StepsPrioritize two or three of the strategic priorities and begin to implement, i.e. governing body and marketing and promotion.

One option is that the Six Nations Tourism Department take a lead role in coordinating the marketing and promotion activities within the strategy.