Cruise and the Community 2015 a Shared Vision August 2010


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Presentation given by Andrew Dixon, VP of Marketing and Business Development for Saint John Port Authority, at a cruise information session for the community in Saint John, New Brunswick on August 10, 2010.

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  • Charlottetown 57.34 34.94 Corner Brook 56.76 34.94 Halifax 66.16 48.41 St. John’s 56.75 34.94 Sydney 62.01 48.41
  • Keeping cruise going here – bullet in previous screen or here with angle of “we also do training – SJ living lab
  • Aquila alone directly employs – way to tie message from Mico – only operator in Canada listed – level of service – happening and without funding
  • Because we see 210,000 passengers here on fam
  • We need to continue to invest in our port facilities but also continue to invest all of us from tour development, transportation, Our competitors are investing – northern New Brunswick, especially Quebec have received funds to grow and adapt Innovate – creatively expanding product and extending the berth Adapt to changing needs of industry – from ships to demographics – expect more today Invest, innovate and adapt to the changing cruise landscape. Ships are getting bigger, and in order to continue this tremendous growth, the infrastructure investments have to be made.
  • Cruise and the Community 2015 a Shared Vision August 2010

    1. 1. Welcome
    2. 2. Agenda <ul><li>Welcome – Captain Soppitt, President & CEO, SJPA </li></ul><ul><li>Chairman’s Remarks – Stephen Campbell, Chairman, SJPA </li></ul><ul><li>Cruise and the Community 2015: A Shared Vision – Andrew Dixon, VP Marketing & Business Development, SJPA </li></ul><ul><li>Entrepreneurial Perspective – Beth Kelly Hatt, President, Aquila Tours </li></ul><ul><li>Tourism Perspective – Ross Jefferson, Executive Director, Saint John DMO </li></ul><ul><li>Next Steps – Captain Soppitt, President & CEO, SJPA </li></ul><ul><li>Comments – Hon. Edward Doherty, Minister of Supply & Services </li></ul><ul><li>Mr. Rodney Weston, Member of Parliament for Saint John </li></ul><ul><li>Closing – Stephen Campbell, Chairman, SJPA </li></ul>
    3. 3. Cruise and the Community 2015 – A Shared Vision Presented by: Andrew Dixon V.P. Marketing & Business Development August 10, 2010
    4. 4. Agenda <ul><li>Saint John Cruise History </li></ul><ul><li>Overview of 2010 Cruise Season </li></ul><ul><li>Cruise and the Community </li></ul><ul><li>Saint John Port Authority Cruise Infrastructure Investments </li></ul><ul><li>The Evolution of Cruise Ship Size </li></ul><ul><li>Future of Cruise in Saint John </li></ul><ul><li>Current Situation / Proposed Solutions </li></ul>
    5. 5. 1) Saint John Cruise History
    6. 6. Saint John Cruise History September 10, 1989 the Cunard Princess entered our harbour in order to avoid Hurricane Gabrielle which was heading to Bermuda.
    7. 7. Saint John Cruise History
    8. 8. 2) Overview of 2010 Cruise Season
    9. 9. Overview of 2010 Cruise Season <ul><li>78 vessel calls </li></ul><ul><li>210,368 passengers </li></ul><ul><li>88,355 crew members </li></ul>
    10. 10. When are they calling?
    11. 11. How do we currently stack up?
    12. 12. Saint John – A Port of Choice for Large Cruise Ships
    13. 13. 3) Cruise and the Community
    14. 14. Cruise Saint John <ul><li>The purpose for Cruise Saint John is two fold: </li></ul><ul><li>To support the on dock activities of the Meet and Greet Committee. </li></ul><ul><li>To educate and inform stakeholders involved in the Cruise Industry. </li></ul><ul><li>Cruise Saint John is open to those businesses and organizations </li></ul><ul><li>that are directly impacted by cruise or have expressed an interest </li></ul><ul><li>in the vision of Cruise Saint John. </li></ul><ul><li>Cost of membership is $500/year </li></ul>
    15. 15. 2010 Cruise Saint John Members <ul><li>Saint John Port Authority </li></ul><ul><li>Aquila Tours </li></ul><ul><li>3 Mile Entertainment </li></ul><ul><li>Ambassatours Gray Line </li></ul><ul><li>Java Moose </li></ul><ul><li>Go Fundy Events </li></ul><ul><li>Cave View Family Restaurant </li></ul><ul><li>Frank’s Furs </li></ul><ul><li>O’Leary’s Pub </li></ul><ul><li>Saint John A La Carte </li></ul><ul><li>HMS Transportation </li></ul><ul><li>Cherry Brook Zoo </li></ul><ul><li>Saint John Destination Marketing Inc. </li></ul><ul><li>Opera Bistro </li></ul><ul><li>Starbucks </li></ul><ul><li>Grannan Hospitality Group </li></ul><ul><li>Rockwood Park Golf Course </li></ul><ul><li>Parks Canada </li></ul><ul><li>Parks Canada (FNP) </li></ul><ul><li>Saint John Transit Commission </li></ul><ul><li>Town of Sussex </li></ul><ul><li>Hayward & Warwick </li></ul><ul><li>Moosehead Country Store </li></ul><ul><li>Waterstreet Dinner Theatre </li></ul><ul><li>New Brunswick Museum </li></ul><ul><li>Freedom Tours </li></ul><ul><li>Hardman Group </li></ul><ul><li>Reversing Falls Jet Boat </li></ul><ul><li>Fortis Properties </li></ul><ul><li>Hilton Saint John </li></ul>Marketing Alliance: Saint John Port Authority City of Saint John Tourism New Brunswick
    16. 16. Ask yourselves... Who benefits from Cruise?
    17. 17. Cruise Benefits the Business Community <ul><li>Saint John Port Authority </li></ul><ul><li>Ships’ Agents </li></ul><ul><li>Harbour Pilots </li></ul><ul><li>Port Stevedores </li></ul><ul><li>Tugs </li></ul><ul><li>Local Businesses </li></ul><ul><li>Surrounding Municipalities </li></ul><ul><li>Museums </li></ul><ul><li>Restaurants </li></ul><ul><li>Retailers </li></ul><ul><li>Taxis and City Transit </li></ul><ul><li>Motor Coach Companies </li></ul><ul><li>Tour Operators </li></ul><ul><li>Suppliers to Tour Operators </li></ul><ul><li>Car Rental Agencies </li></ul>
    18. 18. What is the value of cruise in 2010? $30 Million in total direct expenditures Cruise Benefits the Overall Community
    19. 19. 2009 Cruise Saint John Web Survey Results Question: On a scale of 1 (poor) to 5 (excellent) please rate your visit to Saint John? Note: 91% rated Saint John 4 or 5
    20. 20. 2009 Cruise Saint John Web Survey Results Question: Would you visit Saint John or New Brunswick again? Note: 96% said they would like to return
    21. 21. Meet & Greet Committee… Professional, Dedicated, & Award Winning <ul><li>Established in 1989 and consists of 75 volunteers. </li></ul><ul><li>Provides tourism information to passengers </li></ul><ul><li>Hands roses to women, pins to men and </li></ul><ul><li>flags to children. </li></ul><ul><li>Volunteers are genuinely enthusiastic about Saint John! </li></ul>
    22. 22. 4) Saint John Port Authority Cruise Infrastructure Investments
    23. 23. 2003 – Pugsley A/B Before Cruise Development
    24. 24. 2004 – Pugsley A/B Cruise Development Begins $6 M facility investment in 2004 – SJPA Funded
    25. 25. 2007 – Improvements / Additions – City Infrastructure $10M funded by City of Saint John and the Community
    26. 26. 2009 – Pugsley A/B evolves into the Marco Polo Cruise Terminal $18 Million Investment (cumulative)
    27. 27. 2008 – Long Wharf Cruise Development Additional $1M - SJPA Funded
    28. 28. Total SJPA investment in Cruise Infrastructure to date: $19 million
    29. 29. 5) The Evolution of Cruise Ship Size Cruise ships have steadily increased in length over the past 20 years… and the trend continues.
    30. 30. What are the cruise lines building today? RCCL Oasis of the Seas: 360 meters Carnival Dream: 306 meters Norwegian Epic: 329 meters
    31. 31. Ships on Order Books Ships in excess of 300m long
    32. 32. 6) Future of Cruise in Saint John
    33. 33. What the future looks like <ul><li>Estimating over 300,000 passengers annually by 2015 </li></ul><ul><li>= $43 Million in total direct expenditures </li></ul><ul><li>Larger vessels with increased passenger capacity and ever </li></ul><ul><li>increasing length overall (LOA) </li></ul>
    34. 34. Cruise Business Growth Projected 2008: 183,462 2009: 186,538 2010: 210,368 2015: 300,000 Note: Visiting crew account for an additional 35% over the total passenger count reported above
    35. 35. 7) Current Situation / Proposed Solution
    36. 36. Current Situation <ul><li>With our present cruise berth capacity, on any given day: </li></ul><ul><li>Due to ever increasing vessel sizes, we are rapidly becoming a </li></ul><ul><li>“ two-ship cruise port”. </li></ul><ul><li>In fact, we can only accommodate one vessel in excess of 300m overall length. </li></ul><ul><li>Cruise line clients no longer have any interest in berthing at “Cargo” facilities: </li></ul><ul><li>Potential conflict with cargo operations </li></ul><ul><li>Distance from City Centre (cost and time) </li></ul>
    37. 37. The Solution! <ul><li>Marco Polo Cruise Terminal Facility  Complete </li></ul><ul><li>Pugsley C Terminal Development  Proposed </li></ul><ul><li>Long Wharf Development  Proposed </li></ul>
    38. 38. Current Pugsley & Lower Cove Berth Capacity Pugsley A/B – 388 m Pugsley C – 235 m Lower Cove – 224 m Effectively Obsolete
    39. 39. Proposed Pugsley C Terminal Development Current: 290m Proposed: 340m 1 – MODIFY PUGSLEY C SHED 2 – EXTEND BERTHING CAPACITY 3 – INSTALL GANGWAY SYSTEM 4 – INSTALL OVERHEAD WALKWAY 5 – BOLLARDS, PAVING ETC.
    40. 40. Current Long Wharf Berth Capacity Long Wharf – 285 m
    41. 41. DOLPHIN/WALKWAY Proposed Long Wharf Berth Capacity Current: 300m Proposed: 320m 1 – DOLPHINS/WALKWAYS 2 – SITE DEVELOPMENT DOLPHIN/WALKWAY
    42. 42. Total Project Cost = $18.4M SJPA Commitment = $9.2M Required Provincial Commitment = $4.6M Required Federal Commitment= $4.6M
    43. 43. Conclusion <ul><li>The Cruise business at the Port of Saint John is strong and growing. (#4 in all of Canada) </li></ul><ul><li>The Saint John Port Authority has supported this growth by funding necessary infrastructure. </li></ul><ul><li>&quot;Cruise&quot; is now a serious economic driver for New Brunswick businesses and communities. </li></ul><ul><li>Cruise Lines are no longer willing to go to &quot;cargo facilities&quot; and be bussed to uptown. </li></ul><ul><li>More infrastructure improvements are necessary to support the continued growth. </li></ul><ul><li>The SJPA is willing to fund half of the cost of further infrastructure improvements. </li></ul><ul><li>Without expanding our Pier capacity, the cruise business will stall and deteriorate over time. </li></ul><ul><li>“ We will need your help to keep this important economic ball rolling.” </li></ul>
    44. 44. Thank-you for your support
    45. 45. <ul><ul><li>Aquila - founder Beth Kelly Hatt - Saint John 1982 </li></ul></ul><ul><ul><li>Partners: Danielle Timmons and Melanie Colpitts </li></ul></ul><ul><ul><li>Working with cruise lines to provide tours of the Bay of Fundy region for over 20 years. </li></ul></ul>Cruise is Our Business
    46. 46. <ul><ul><li>SHORE EXCURSIONS </li></ul></ul><ul><ul><li>Took over 85,000 guests on tours in 2009. </li></ul></ul><ul><ul><li>Providing shore excursion programs to cruise lines in Saint John accounts for 82% of our business </li></ul></ul><ul><ul><li>Cruise is integral to our business and to our service providers, our guides, drivers and pier-side teams! </li></ul></ul>Cruise is Our Business
    47. 47. <ul><ul><li>CENTER FOR CRUISE EXCELLENCE </li></ul></ul><ul><ul><li>The cruise lines have encouraged Aquila to offer training programs to destinations and tour operators around the world. </li></ul></ul><ul><ul><li>“ Aquila is one of the best tour operators that we work with anywhere in the world, and they are excellent models to which other tour operators can aspire ,” </li></ul></ul><ul><ul><li>Mico Cascais, Carnival Cruise Line’s Vice President of Tour Operations </li></ul></ul><ul><ul><li>This places the Saint John region as a leader globally. </li></ul></ul>Cruise is Our Business
    48. 48. Shore Excursions make a difference Shore Excursions are one of the top 3 revenue generators for cruise lines. Shore Excursions influence the decision of a cruise line to call on a port.
    49. 49. <ul><li>In one cruise day, Aquila: </li></ul><ul><ul><li>Directly employs over 50 tour guides, pier-side staff and trolley drivers </li></ul></ul><ul><ul><li>Indirectly employs well over 100 people </li></ul></ul><ul><li>Named past 4 years as Best Guides in world by Dreamworld Cruise Destinations . </li></ul><ul><li>In 2009, the only tour operator in Canada recognized for outstanding service to passengers, crew and ships. </li></ul>Shore Excursions make a difference
    50. 50. Who Directly Benefits from Aquila’s Shore Excursions? <ul><li>The following businesses are located throughout the Province of New Brunswick in Saint John County, Charlotte County, Kings County, York County and Alberta County. </li></ul><ul><li>ACCOMMODATIONS </li></ul><ul><li>The Fairmont Algonquin (St. Andrews, NB) </li></ul><ul><li>Bamara Inn (Hampton, NB) </li></ul><ul><li>Broadleaf Guest Ranch (Hopewell Hill, NB) </li></ul><ul><li>Evelyn’s Bed & Breakfast (Bloomfield, NB) </li></ul><ul><li>ATTRACTIONS </li></ul><ul><li>The Fairmont Algonquin Golf Course (St. Andrews, NB) </li></ul><ul><li>NB Museum (Saint John, NB) </li></ul><ul><li>Barn In Bloomfield ÉconoMusée (Bloomfield, NB) </li></ul><ul><li>Enan Lane Gardens (Darlings Island, NB) </li></ul><ul><li>Saint John Jewish Heritage Museum (Saint John, NB) </li></ul><ul><li>Ganong Chocolate Museum ( St. Stephen, NB) </li></ul><ul><li>Reversing Falls Shuttle Tours (Saint John, NB) </li></ul><ul><li>Saint John Marina – Voyageur II (Saint John, NB) </li></ul><ul><li>NATIONAL PARKS & NATIONAL HISTORIC SITES </li></ul><ul><li>Carleton Martello Tower (Saint John, NB) </li></ul><ul><li>Saint John City Market (Saint John, NB) </li></ul><ul><li>Fundy National Park (Alma, NB) </li></ul><ul><li>PROVINCIAL PARKS & SITES </li></ul><ul><li>Hopewell Rocks (Hopewell Cape, NB) </li></ul><ul><li>The Fundy Trail Parkway (St. Martins, NB) </li></ul><ul><li>RETAILERS </li></ul><ul><li>Saint John City Market Vendors (Saint John, NB) </li></ul><ul><li>Port of Saint John Dock-Side Vendors (Saint John, NB) </li></ul><ul><li>St. Martins Harbour Vendors (St. Martins, NB) </li></ul><ul><li>St. Andrews Water Street Shops (St. Andrews, NB) </li></ul><ul><li>Hopewell Rocks Gift Shop (Hopewell Cape, NB) </li></ul><ul><li>RESTAURANTS & BARS </li></ul><ul><li>O’Leary’s Pub (Saint John, NB) </li></ul><ul><li>Opera Bistro (Saint John, NB) </li></ul><ul><li>Cave View Family Restaurant (St. Martins, NB) </li></ul><ul><li>Lord’s Lobster (Saint John, NB) </li></ul><ul><li>Slocum & Ferris (Saint John, NB) </li></ul><ul><li>The Falls Garden Restaurant (Saint John, NB) </li></ul><ul><li>TRANSPORTATION </li></ul><ul><li>Canadian Helicopters Ltd. (Fredericton, NB) </li></ul><ul><li>Saint John City Transit (Saint John, NB) </li></ul><ul><li>CTL Charters (Saint John, NB) </li></ul><ul><li>Trius Fredericton (Fredericton, NB) </li></ul><ul><li>Handi-Bus (Saint John, NB) </li></ul><ul><li>HMS Transportation (St. Andrews & Saint John, NB) </li></ul><ul><li>CanAm Charters (Saint John, NB) </li></ul><ul><li>Optimum Ride Charter Service (Sussex, NB) </li></ul><ul><li>TOUR OPERATORS </li></ul><ul><li>Aquila Tours (Saint John, NB) </li></ul><ul><li>Fundy Hiking & Nature Tours (St. Martins, NB) </li></ul><ul><li>Go Fundy Events (Saint John, NB) </li></ul><ul><li>Eastwind Cycle Bicycle Tours (Sussex, NB) </li></ul><ul><li>Reversing Falls Jet Boat Rides (Saint John, NB) </li></ul><ul><li>LOCAL GUIDES & ENTERTAINERS </li></ul><ul><li>8 full-time year-round staff </li></ul><ul><li>Approximately 50 seasonal Aquila guides </li></ul><ul><li>Sean Roach (Entertainer) </li></ul><ul><li>Lance Timmons (Photographer) </li></ul><ul><li>Noel Chenier (Photographer) </li></ul><ul><li>Peter Walsh (Photographer) </li></ul><ul><li>Cindy Wilson (Photographer) </li></ul>
    51. 51. <ul><ul><li>Allows operators to test new products </li></ul></ul><ul><ul><li>Development of new products that benefit all markets </li></ul></ul><ul><ul><li>Allows operators to extend the season, from earlier in spring to late fall </li></ul></ul><ul><ul><li>This economic influx helps sustain businesses year round </li></ul></ul>Benefits of Cruise: Tourism Operators
    52. 52. <ul><ul><li>Benefits of Cruise: Marketing Worth Millions </li></ul></ul><ul><ul><li>Cruise has given Saint John and the Bay of Fundy region an opportunity to showcase itself to the world! </li></ul></ul><ul><ul><li>Featured on every cruise line’s website </li></ul></ul><ul><ul><li>Featured in every cruise line’s catalogue and other print materials </li></ul></ul><ul><ul><li>Featured in ad campaigns, travel agent promotions, and much more! </li></ul></ul>210,000 passengers (many travel agents) on a fam in 2010!
    53. 53. <ul><ul><li>Return to New Brunswick </li></ul></ul><ul><ul><li>Actively encouraging passengers to return to New Brunswick </li></ul></ul><ul><ul><li>Developed program to make it enticing for them </li></ul></ul><ul><ul><li>More than cruise passengers – they are the leisure passengers coming here by car in years ahead </li></ul></ul>Return VISITS BY LAND
    54. 54. Keys to growth of cruise for saint john Invest Innovate Adapt
    55. 55. Cruise… Beyond the Numbers Ross Jefferson Saint John Destination Marketing Inc.
    56. 56. Iconic Differentiator
    57. 59. Pride & Testament
    58. 62. People are Part of the Product
    59. 66. Cruise… Beyond the Numbers
    60. 67. Next Steps
    61. 68. Honourable Edward Doherty Minister of Supply & Services Province of New Brunswick
    62. 69. Rodney Weston Member of Parliament for Saint John Government of Canada
    63. 70. Closing