Chair Report 2011


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  • Ask the current Board of Directors to stand.
  • Chair Report 2011

    1. 1. Annual General Meeting Chair’s Report
    2. 2. Marketing Partners
    3. 4. Vision <ul><li>Newfoundland and Labrador will be a leading global cruise destination. </li></ul>Cruise NL mission is to increase provincial cruise activity and its economic impact. Mission
    4. 5. Mandate <ul><li>Cruise NL will lead strategic cruise initiatives in cooperation with government and industry partners through marketing, port development, and advocacy. </li></ul>
    5. 6. Where in the World
    6. 7. <ul><li>“ While the Caribbean, Alaska and Europe remain the dominant markets, many CLIA member lines have announced plans to increase their presence in other parts of the world, including Asia, Canada/New England, the Indian Ocean and Africa, the Amazon and Brazil, the Middle East and the Arctic Regions, including Newfoundland and Greenland.” </li></ul>Source: Cruise Line International Association (CLIA)
    7. 8. Goals <ul><li>Cruise Newfoundland and Labrador has identified key items to be considered throughout the strategic planning process: </li></ul><ul><li>Budget </li></ul><ul><li>Strategic Alignment of Goals, Objectives and Deliverables with Funding Partners </li></ul><ul><li>Human Resources </li></ul><ul><li>Industry Trends </li></ul><ul><li>Research </li></ul><ul><li>Advocacy </li></ul>
    8. 9. Newfoundland & Labrador 2011 <ul><li>Cruise generates $11 million in economic impact to NL annually </li></ul><ul><li>16% of NL port calls derive from Canada/New England itineraries. </li></ul><ul><li>Transatlantic (30%), Arctic (25%), Adventure/Expedition including Circumnavigation (29%) accounted for 84% of the Cruise business to NL </li></ul>
    9. 10. Goal 1 <ul><li>To be a destination of choice for Adventure/Expedition, Transatlantic/North, Canada-New England and Homeporting cruises. </li></ul>
    10. 11. Accomplishments <ul><li>Branding </li></ul><ul><ul><li>Destination Awareness </li></ul></ul><ul><ul><li>Destination Planner </li></ul></ul><ul><ul><li>Cruise USP </li></ul></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><li>Event Attendance </li></ul><ul><ul><li>Seatrade Miami 2010, 2011 </li></ul></ul><ul><ul><li>Seatrade Europe 2011 </li></ul></ul><ul><ul><li>Taste of Atlantic Canada 2010 </li></ul></ul><ul><ul><li>Canada New England Symposium 2010, 2011 </li></ul></ul>
    11. 12. Accomplishments <ul><li>Miami Sales Calls 2010, 2011 </li></ul><ul><li>Shore Excursions and City Programs: Tourism Best Practices Mission, 2011 </li></ul><ul><li>International Exploration Cruise Forum, 2011 </li></ul><ul><li>Database of all Cruise Lines, Fleet, Itineraries, visits to NL since 1998 </li></ul>
    12. 13. Accomplishments <ul><li>Cruise the Edge website launch </li></ul><ul><li>Monthly newsletter </li></ul><ul><li>Press Releases </li></ul><ul><li>Social Media Strategy </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Mail Chimp </li></ul></ul>
    13. 14. New Banners
    14. 16. Goal 2 <ul><li>To attract, maintain and increase sustainable cruise activity that fits the scale, nature, and character of the destination. </li></ul>
    15. 17. Accomplishments <ul><li>CINA Partnership Official, Miami 2011 </li></ul><ul><li>Strong relationship with other Atlantic Canadian and Quebec ports through ACCA </li></ul><ul><li>FAM Tours </li></ul><ul><ul><li>NCL -Arctic Kingdom Polar Expedition </li></ul></ul><ul><ul><li>ResidenSea -CLIA </li></ul></ul><ul><ul><li>Adventure Canada - Royal Caribbean Cruise Line </li></ul></ul><ul><ul><li>Aquilia Tours </li></ul></ul><ul><ul><li>Saga </li></ul></ul><ul><ul><li>World Wide Quest </li></ul></ul>
    16. 18. Goal 3 <ul><li>To increase cruise economic impact through strategic marketing and subsequent cruise tourism growth. </li></ul>
    17. 19. Accomplishments
    18. 20. Accomplishments <ul><li>2012 Projections </li></ul><ul><li>Port Calls 95 </li></ul><ul><li>Ports of Call 51 </li></ul><ul><li>Cruise Operators 16 </li></ul><ul><li>Cruise Ships 27 </li></ul><ul><li>TOTAL Pax & Crew 76,032 </li></ul><ul><li>2012 Projections </li></ul><ul><li>15 ship calls booked in Corner Brook </li></ul><ul><li>Several large ships booked for St. John’s </li></ul>
    19. 21. Accomplishments <ul><li>2011 Inaugural Calls </li></ul><ul><li>Queen Elizabeth (Cunard) </li></ul><ul><li>Regatta (Oceania Cruises) </li></ul><ul><li>Seabourn Sojourn (Yachts of Seabourn) </li></ul><ul><li>2012 Inaugural Calls </li></ul><ul><li>Norwegian Gem (Norwegian Cruise Line) </li></ul><ul><li>World Wide Quest </li></ul><ul><li>Arctic Kingdom Polar Expedition </li></ul><ul><li>Quest for Adventure (Saga) </li></ul><ul><li>Emerald Princess (Princess Cruise Line) </li></ul><ul><li>Brilliance of the Seas (RCCL) </li></ul>
    20. 22. Goal 4 <ul><li>To provide leadership and guidance for urban and rural cruise port development, infrastructure, and the delivery of quality service within provincial ports. </li></ul>
    21. 23. Accomplishments <ul><li>Development and implementation of a new port program “Exceeding Expectations” </li></ul><ul><li>Development of Destination Planner </li></ul><ul><li>Homeporting Strategy </li></ul><ul><li>Port Readiness Workshop </li></ul>
    22. 24. Accomplishments <ul><li>Working with Nunatsiavut Government on North Coast development </li></ul><ul><li>Attended New England Best Practices Program </li></ul><ul><li>Statistics by port and region now available for 1998 - Present </li></ul>
    23. 25. Goal 5 <ul><li>To advocate on issues that impact cruise tourism throughout the province of NL. </li></ul>
    24. 26. Accomplishments <ul><li>CBSA </li></ul><ul><li>Transport Canada </li></ul><ul><li>Parks Canada </li></ul><ul><li>ACOA </li></ul><ul><li>ACTP </li></ul><ul><li>Canadian Hydrographic </li></ul><ul><li>Provincial DMOs </li></ul><ul><li>ACCA </li></ul><ul><li>North West Cruise Association </li></ul><ul><li>Other industry Stakeholders </li></ul>Working with…
    25. 27. Goal 6 <ul><li>To strengthen and broaden participation in the association. </li></ul>
    26. 28. Accomplishments <ul><li>Launch of “News from the Edge” monthly newsletter </li></ul><ul><li>New collateral materials sent to provincial ports, associations and cruise operators </li></ul><ul><li>National and International exposure from new brand launch </li></ul><ul><li>Increase in 2011 small port membership </li></ul>
    27. 29. Accomplishments <ul><li>Addition of St. Anthony as a marketing partner </li></ul><ul><li>International Exploration Cruise Forum </li></ul><ul><li>Secured New Cruise Operators for 2012 </li></ul><ul><ul><li>Arctic Kingdom Polar Expedition </li></ul></ul><ul><ul><li>World Wide Quest </li></ul></ul>
    28. 30. International Exploration Cruise Forum 2011
    29. 32. New Exploration Cruise Forum: Corporate Sponsors <ul><li>Marine Institute </li></ul><ul><li>Collingwood Spirits and Wines </li></ul><ul><li>Newfoundland Chocolate Company </li></ul><ul><li>Jumping Bean Coffee </li></ul><ul><li>Molson Coors </li></ul><ul><li>College of North Atlantic </li></ul><ul><li>IBRD </li></ul><ul><li>Cruise North America </li></ul>
    30. 33. Exploration Cruise Forum Highlights <ul><li>The gathering of some 120 plus industry stakeholders who shared best practices to ensure the continued growth of the Cruise Industry in the province </li></ul><ul><li>Community Champions’ Engagement </li></ul><ul><li>Local, provincial, national and international exposure through print, television, radio and social media </li></ul><ul><li>Increased participation by the Public and Private Sector </li></ul><ul><li>Sharing of knowledge with students of the College of the North Atlantic – Hospitality Tourism Management Program </li></ul><ul><li>Familiarization Tour highlighting legendary St. John’s to several cruise line executives </li></ul>
    31. 34. Exploration Cruise Forum Highlights Cont. <ul><li>Increased local economic benefits through hotel bed nights, vehicle rentals, meals, suppliers and showcasing local products including handcrafted art pieces, coffee, chocolate, etc </li></ul><ul><li>Major Partners of the Event including Corporate Sponsors forged relationships with Cruise Lines to commence new distribution and export of local products </li></ul><ul><li>Formal introduction of two new Cruise Lines to the Province for 2012: Worldwide Quest and Arctic Kingdom Polar Expeditions </li></ul><ul><li>Parks Canada to work with Adventure Canada and Cruise Newfoundland and Labrador on a Provincial Cruise Video 2012 </li></ul>
    32. 35. Exploration Cruise Forum Highlights Cont. <ul><li>Newfoundland Chocolate Company, Jumping Bean Coffee, Collingwood Spirits and Wines, Iceberg Vodka, Molson-Coors Canada and Marine Institute working with Cruise Line Executives to export and forge new relationships with the Cruise Industry </li></ul><ul><li>Increased event attendance </li></ul><ul><li>Ability to host top Executives in Newfoundland and Labrador </li></ul><ul><li>Public/Private Cooperation & Engagement of all Stakeholders </li></ul>
    33. 36. Advocacy <ul><li>Federal Government </li></ul><ul><ul><li>Canadian Border Services Agency </li></ul></ul><ul><ul><li>Canadian Hydrographic Services </li></ul></ul><ul><ul><li>Emission Control Area </li></ul></ul><ul><li>Government of Newfoundland and Labrador </li></ul><ul><ul><li>Ministerial level Meetings </li></ul></ul>
    34. 37. Ways to become Involved <ul><li>Become a member! </li></ul><ul><li>Provide Cruise NL with information on the opportunities that you can offer cruise lines </li></ul><ul><li>Attend Cruise NL events </li></ul>
    35. 38. phone 709 738-7530 www . Cruise The Edge . com