Tourism groups to become Lethbridge Destination Management Organization
CHINOOK COUNTRY, ECONOMIC DEVELOPMENT, LETHBRIDGE SPORT COUNCIL TO JOIN FORCES
Lethbridge City Council approved the next steps to combine three existing tourism organizations into one new identity.
An implementation strategy was outlined at Monday’s meeting, to create a “Lethbridge Destination Management Organization.” This new entity would be focused solely on tourism, and amalgamate the functions of Economic Development Lethbridge, the Chinook Country Tourist Association and Lethbridge Sport Council.
Currently the CCTA markets tourism in Lethbridge and the surrounding region, as well as visitor services. EDL is focused on business development and attracting meetings and events, while LSC is devoted to sport tourism and development.
Council approved the Lethbridge Destination Management Plan in November 2014, and a new governance and leadership model for the city.
“Back in 2014 when we held our first tourism conversation we heard from the community that they wanted some changes,” said Lorna Kurio, Economic Development and Tourism Liaison. “They wanted one single entity that led tourism in Lethbridge and they wanted to see a strategy, so that’s been developed.”
The implementation strategy includes terms of reference for establishing a 13-member board and the process to move forward, beginning this year. The board will work to transition the visitor functions currently provided by the three existing entities to the new LDMO.
The board structure will be comprised of one member from city council, two citizens at large, four representatives from Lethbridge major attractions, and one representative from each of the CCTA, EDL, LSC, the restaurant industry, and the Lethbridge Lodging Association.
Initial startup funding of $56,000 will be provided by the City of Lethbridge. In 2018, total City funding in the amount of $630,892 for CCTA, EDL and LSC will move to the new LDMO. Other possible funding sources, such as membership or destination marketing fees, grants, or partnership money are to be explored.
Councillors Liz Iwaskiw and Jeffrey Coffman both expressed concern that during the transition period in 2018, some events in different stages of planning might fall through the cracks.
“There’s a huge gap between today and when this new entity would be up and running,” said Coffman. “Who is ultimately going to be in charge or responsible, perhaps even accountable for ensuring that we’re not missing out on opportunities, that we’re not missing out on all of the things that are involved in this industry?”
The key is in the transition working with the board, said Kurio.
“A lot of those events are ongoing. These entities provide support to them and that support isn’t going away overnight,” she said. “It’s not a line in the sand. It doesn’t change one particular day everything changes, it is a transition.”
The transition plan addresses the changes and how the entities will work together in 2017. Kurio said it will be important for the community to support the LDMO and work collaboratively on tourism initiatives.
“Then in 2018, there’s been conversations held in 2017 how everyone is going to work back and forth together and what moves and when it moves.”
Coffman also said he was worried about the effect of staffing on the three organizations that will be losing their funding over the transition period.
Part of the implementation strategy involves working with them to mitigate the impact on human resources, Kurio explained.
Coun. Bridget Mearns reminded everyone that this was something the three entities requested.
Kurio said there will soon be an ad in the Lethbridge Herald calling for applications for the two citizens at large and one restaurant representative board member positions.
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