Recommendation calls for Visitor Information Centre operations to cease
Municipality of Barrington exploring things such as online and mobile services as ways to evolve visitor information operations
Declining visitor numbers, increased operating expenses and an ever-evolving digital world is changing the way tourism services will be provided in the Municipality of Barrington.
A financial review and assessment of the Municipal Visitor Information Center (VIC) and whether its current operations including location and building is in the best interest of the municipality has resulted in a recommendation that operations cease at the VIC and the municipality focus its attention to serving visitors through social media platforms and mobile or pop-up VICs.
Municipal council accepted the recommendation in the staff report on the future VIC operations and building at the Jan. 13 committee of the whole meeting, as well as giving direction to the CAO to move towards selling or lease long-term the VIC on Highway 3 in Barrington. The decision is expected to be ratified at the Jan. 27 council session.
In an interview, Warden Eddie Nickerson said there is no discussion of selling the entire property, which also includes a playground, a parking lot and the Ralph Creamer Atwood Memorial Ball Park.
“It’s very important we take into consideration the playground and the ballfield. If we sell the property we’ve got to make sure it doesn’t effect the operations of the playground and the ball park. The same if we lease it,” said Nickerson. “We need to make sure it keeps flowing as it does now.”
Over the past 10 years, the number of visitors to the centre has declined from 3,238 in 2009 to 1,555 in 2019, while operating and building maintenance costs have increased.
“In fiscal 15/16, the VIC had an operating deficit of $22,484 – this year, we are in line for an approximate $35,000 deficit,” reads a staff report on the future VIC operations and building.
“The assumption that every destination needs a physical, permanent visitor centre is a destination marketing idea that is outdated. Just because you built it, doesn’t mean your visitors still need it,” states the report. “As visitors are using mobile technology more and more to access information, some destinations are rethinking the way they provide visitor servicing… Today, smartphones are filling the information gap more thoroughly and conveniently than visitor centres… The mobile internet has dramatically changed the way visitors plan their trips, and today, many visitors are finding that support online, anywhere they go.”
The report contains recommendations for developing an alternative or creating a pop-up/mobile VIC and improving service delivery through investing in digital content and software.
“Although the permanent VIC no longer meets our needs, the current VIC manager and our director of marketing and tourism development firmly believe that there is still a need for in-person, one-on-one visitor information services in the municipality,” reads the report, citing various ways that could be achieved such as partnering with a location organization to house a VIC, building a mobile structure, or purchasing promotional items that could be set up at various locations, either locally or regionally, to promote the area and provide visitor information.
“An initiative of this nature could also be done in partnership with local organizations or even businesses.”
Nickerson staff are still researching and gathering information for next steps in the alternative delivery of visitor services in the Municipality.
"We’re going to be exploring all options,” he said.