2011 Case Competition: Capilano U Degree (Degree Winners)
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2011 Case Competition: Capilano U Degree (Degree Winners)

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Case Competition 2011 - Winning submission (degree category) from Capilano University.

Case Competition 2011 - Winning submission (degree category) from Capilano University.

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  • Hi, I’m Frankie, this is Louise, Nada and Nic, and together we form the Capilano Degree Team. We specialize in tourism management, and as residents have invested interest in BC Parks.
  • BC Parks is approaching the end of their strategic program plan, now is a time to reinvent. BC Parks new vision 2012 – 2016 is “to be a world leader in cultural and educational experiences while fostering environmental stewardship.” Based on our vision, we have five recommendations to help BC Parks strengthen their current market, and capture new emerging markets.
  • http://www.thereviewcrew.com/wp-content/uploads/2010/10/apps.pnghttp://www.abbotsfordtoday.ca/wp-content/uploads/2011/04/tourism-bc-3.jpghttp://static.panoramio.com/photos/original/21906559.jpgOur five recommendations are to increase awareness and capture a new market by creating a mobile applicationto increase accessibility to BC Parks by providing gear rentalsExtend stays by providing accommodationsThrough interpretative education, Enhance BC Parks cultural experiencesOur recommendations help us meet our goals to entice people to stay, forging new partnerships, and increasing appreciation of parks.3 images of recommendations so no bullet pointsTELL THEM A STORYIntro – what are you going to tell them. – 1 minCurrent situation – base statistics, strengths, challenges, issues, trends, opportunities 3 minutesKey issues – 2minSummary effect long-term from issues (Bring back to question) – 2 minRecommendations – how long plan may take to work? Solution and opportunity – 3 minBest Practice – specific examples to support and counteract weaknesses. Evidence of plausible plan. – 1 minBenefits – who will benefit from it? – 1 minConclusion – the end, tell them what you told them. – 1 minSELL IT = INSPIRE AND BENEFIT.
  • http://upload.wikimedia.org/wikipedia/commons/thumb/c/c9/BC_parks.png/300px-BC_parks.pngBC Parks is big. BC Parks is 13.5 million hectares of land. An extremely vast amount of land. It’s the second largest park system in Canada, and over 90% of British Columbians have visited or used the park once.
  • http://www.naturecruises.com/page4.html Not only is BC Parks big, it’s worth preserving. A lot of cultural, and educational history accompanies the land.
  • http://www.spacesfornature.org/greatspaces/images/maps/tatshenshini.gifSuch as theGwaiiHaanas National Park Reserve, which is a Haida Heritage Site.
  • http://whc.unesco.org/en/list/72/gallery/And Tatshenshini-Alsek Provincial park, which forms the largest international world heritage site, which is 947,026 hectares. British Columbia is home to 3 UNESCO parks.
  • http://www.whistler.com/images/header/seatosky_mountains.jpgNot only is BC Parks big and worth preserving, their easily accessible. From metropolitan Vancouver, it takes a short drive to reach a BC Park full of nature. We’re surrounded by it.
  • http://www3.sympatico.ca/goweezer/canada/canpics/zflagbc.gifhttp://images.nationalgeographic.com/wpf/media-live/photos/000/005/cache/grizzly-bear_566_600x450.jpgBC Parks has developed and established a strong brand over these 100 years. It is part of British Columbians identity. It offers a variety of wildlife, and breathtaking natural landscapes such as grizzly bears and rocky mountains.
  • http://www.linkbc.ca/torc/downs1/orig_Canada_Summary_Yr1_EN.pdf From a report conducted by Canadian Tourism Commission in 2009, it surveyed and found the top motivations to travel within Canada. The top four motivations are seeing historical and cultural attractions, observing wildlife, visiting national parks, and seeing beautiful scenery. BC Parks possesses all these motivations, proving it is a marketable product.
  • http://seo-hacker.com/wp-content/uploads/2010/12/big-ideas.jpgThe BC Parks Strategic Plan will be expiring in 2012. This is a great opportunity for BC Parks to strategize and create a plan that reflects their current needs. This is a time for BC Parks to start refreshed.
  • However, BC Parks does face some challenges such as economic uncertainty. With the recession, currency fluctuation and more, this has influenced BC Parks visitors lifestyle.
  • BC Parks is also facing the challenge of slow change in visitation numbers. Visitor changes are not significant.2007/2008 – 2008/2009 Visitor change -0.2%2008/2009 – 2009/2010 Visitor Change 3.3%2009/2010 – 2010/2011 Visitor Change -2.9%
  • Another challenge is BC Parks is facing is an aging baby boomer market. http://www.4ingrid.com/wp-content/uploads/2010/06/retirement-tips-for-baby-boomers.jpg
  • http://www.acclaimimages.com/_gallery/_images_n300/anonymous_businessman_holding_a_question_mark_in_front_his_face.jpgThough there are challenges such as visitation numbers, demographic, and economic uncertainty. There are many things that BC Parks can capitalize on. British Columbia is increasing immigration levels, and Vancouver population is suppose to grow over the years to be 1.2 million larger. This means there is an emerging new market that has not been capitalized.
  • http://dret.net/lectures/web-fall10/img/phones.jpgCurrently BC Parks is in an age, where technology has brought the world to be more interconnected. Mobile access to the internet now exceeds computer.
  • Some of the key issues we have identified for BC Parks is the lack of a current mobile application, the low percentage of multi-day visitation, and the impacts on visitors experiences due to tighter budgets.
  • Technology is a tool that we use to stay interconnected. Mobile access is now used more than internet access through the computer, meaning the access to information has created an increasingly competitive environment. As a result, BC Parks needs to keep up with its competitors by developing a mobile application. This mobile application is a great way of informing people of hours, contact information, a map and more. It can should also have the capability of allowing people to reserve campsites. Another component of the mobile application is by providing a small game for free, which will increase awareness of BC Parks.
  • http://photos.igougo.com/images/p82232-Lake_District_Cumbria_NW_England-Grasmere.jpgA great example of a mobile application created successfully is England Lake District. The England Lake District created an mobile application stimulating an activity which can be done when visiting the destination.
  • http://www.whatwasithinking.co.uk/wp-content/uploads/2009/10/go-skimming-iphone-app.jpgWith a simple application of simple stones, this mobile application has increased brand awareness of England Lake District. It has also created buzz and a lot of media coverage, meaning free advertisement for the destination leading to an increase in visitation.What is the recommendationMobile applicationGame with parks themesSome of the ideas, building a tent, rubbing two sticks to star a firePark facilitiesReserve a siteWhereAndroidApple Smart PhonesHowHire an application designer to design the applicationBest PracticeGo skimming applicationEngland Lake DistrictChallenges someone else is overcoming/best practice
  • This mobile application could be a game, which the user tries to start a fire for example.
  • Another way to increase visitation is by making the parks more accessible for use by supplying gear rentals. This means select parks, located near Metro Vancouver will offer gear rentals. This could be conducted through public private partnerships with MEC. What is the recommendationGear RentalsWhereSelect parks with appropriate sites will offer gear rental. These parks should be located near Metro VancouverHowPublic private partnership with MECMec has existing rental program which can be expandedBest PracticeAdvantage – innovative – no one else does this.
  • http://farm4.static.flickr.com/3550/3293965511_88327d2f39.jpg
  • Need to: Remarket, increase awareness and renovate (Strengthening market)Stakeholders: Partnerships of Aboriginal Tourism BC and BC Parks (addresses partnership section)Best Practice: HaidaGwaii Longhouses Based on 4000 foot squareGiven $200 per footCost of 800,000 or under
  • http://c0481729.cdn2.cloudfiles.rackspacecloud.com/p-97F027BA-BCD8-304B-09E32DC9AD5EEC72-2544015.jpghttp://www.newzealand.com/int/article/national-parks-tongariro/ National Parks – Tongariro, New ZealandTongariro national park was gifted to the nation by Maori chief Te Heuheu Tukino IV in 1887.
  • Link: http://strategictrends.ca/strategic-trends/Packaging Why- Tourism BC and BC parks can work together to add value and appreciation to their experienceWhat – implementing a cohesive package system that will effectively promote, sell, and enhance the experience. How- through the apps and website , BC parks can increase accessibility through renting gear they can also increase experiential value through adding interprative education Also having resources to book accommodationWho- Tourism BC and Public/private partnershipsBest Practices- This is a unique advantage for BC parksNew Zealand uses triplanners but does not include our package value.
  • Best Practices- This is a unique advantage for BC parksNew Zealand uses triplanners but does not include our package value.
  • Try to link recommendations to how it could benefit families, job creations, revenues, community benefits to rural areas, Wildlife, BC Parks,
  • http://www.thereviewcrew.com/wp-content/uploads/2010/10/apps.pnghttp://www.abbotsfordtoday.ca/wp-content/uploads/2011/04/tourism-bc-3.jpghttp://static.panoramio.com/photos/original/21906559.jpgOur five recommendations are to increase awareness and capture a new market by creating a mobile applicationto increase accessibility to BC Parks by providing gear rentalsExtend stays by providing accommodationsThrough interpretative education, Enhance BC Parks cultural experiencesOur recommendations help us meet our goals to entice people to stay, forging new partnerships, and increasing appreciation of parks.3 images of recommendations so no bullet pointsTELL THEM A STORYIntro – what are you going to tell them. – 1 minCurrent situation – base statistics, strengths, challenges, issues, trends, opportunities 3 minutesKey issues – 2minSummary effect long-term from issues (Bring back to question) – 2 minRecommendations – how long plan may take to work? Solution and opportunity – 3 minBest Practice – specific examples to support and counteract weaknesses. Evidence of plausible plan. – 1 minBenefits – who will benefit from it? – 1 minConclusion – the end, tell them what you told them. – 1 minSELL IT = INSPIRE AND BENEFIT.
  • http://osakabentures.com/wp-content/uploads/2011/01/question2.jpg
  • http://1.bp.blogspot.com/_bCtAkmHok7U/S3al0HUAykI/AAAAAAAABR0/4e40I_gvkIo/s400/ThankYOuSign%5B1%5D.jpg Link BCJudgesCapilano UniversitySponsors Landsea Tours
  • http://www.bcnature.ca/pages/stewardship_projects/P_I_files/2010_Interpretation_Report_Nov_2010.pdfhttp://www.linkbc.ca/torc/downs1/orig_Canada_Summary_Yr1_EN.pdfhttp://www.parks-parcs.ca/english/pdf/research_bulletin_2011_web.pdfhttp://www.env.gov.bc.ca/bcparks/program_plan/program_plan_oct2008.pdfwww.mec.cahttp://www.pc.gc.ca/eng/agen/bulletin/archive/bon1.aspxhttp://www.aboriginalbc.com/corporate/info/industry-factshttp://www.env.gov.bc.ca/bcparks/research/research.html

2011 Case Competition: Capilano U Degree (Degree Winners) 2011 Case Competition: Capilano U Degree (Degree Winners) Presentation Transcript

  • ENVISIONING BC PARKSPresentation to: Tourism Industry Conference Student Case Competition 2011 Presented by: Capilano University Degree Team Frankie Aeng Louise Wirtz Nada Mher Al Saadi Nic Alder October 24, 2011
  • “To be a world leader in parks and protected land “To bemanagement. “ in a world leader cultural, recreational, and educationalexperiences, while fostering sustainability.”
  • Source: The Review Crew, Nic Alder, Abbotsford Today, Static Panoramio
  • 13.5 million hectares of land Second largest park system 90% of British Columbians BigSource: Wikiepdia
  • Source: Nature Cruises Worth Preserving
  • Source: Artists for Kids, Spaces For Nature
  • 947,026 Hectares World’s Largest International World Heritage SiteTatshenshini-Alsek Provincial Park Source: WHC UNESCO, Travel Culture,
  • Proximity to Urban CentersSource: Whistler
  • Source: Sympatico, National Geographic, Planetware
  • The Top 4 Travel Motivations Seeing historical and cultural 67% attractionsObserving wildlife in their natural 70% habitats Visiting National Parks and 75% Protected Areas Seeing Beautiful Scenary 84% 0% 25% 50% 75% 100% Source: Global Tourism Watch 2009
  • Source: Seo Hacker
  • Source: Guardian
  • Total Park Attendance20400000202000002000000019800000196000001940000019200000 2007/2008 2008/2009 2009/2010 2010/2011 Source: BC Park
  • Source: 4ingrid
  • Source: Acclaim Images
  • Source: Dret Net Mobile Access
  • Key Issues• Lack of funding
  • Source: The Review Crew
  • England Lake DistrictSource: Photos Igougo
  • Go Skimming AppSource: What Was I Thinking
  • BC Parks Mobile ApplicationSource: The Review Crew
  • Gear Rentals Source: Nic Alder
  • Source: Flickr Stawamus Chief
  • Source: BC Parks Fixed Roof Accommodation
  • Source: Revelstokecurrent.com
  • Interpretive EducationSource: BC Nature
  • Visitors Who Would Extend Their Stay For Interpretive Programs 75 25 Yes No
  • Enhance ValueSource: Abbotsford Today
  • Source: New Zealand Tourism
  • Source: Strategictrends
  • Source: New Zealand
  • Who Benefits?Source: In The Know Traveler, Get2Outside,
  • EnvironmentalCultural Vision Economic Social
  • Source: The Review Crew, Nic Alder, Abbotsford Today, Static Panoramio
  • Questions Source: Osakabentures
  • Source: Good Life of Design
  • References• BC Parks Program Plan, Ministry of Environment 2008• Photos from Nicholas Alder• Statistics Canada• BC Parks website• Aboriginal Tourism BC• Mountain Equipment Co-Op (MEC)• Ministry of Environment website• Industry Canada website (Challenges in tourism industry page)• BC Nature Interpretation Report• Candian Tourism Commission• BC Nature