Tourism Expert - Content Marketing, Product and Destination Strategies

Content marketing is storytelling to gain strategic advantage with target audiences

2011-08-06T11:32:00.001-06:00

A bit of background

For those who don't know where Saskatchewan is located, ours is a beautiful Canadian province located in the heart of the North American Plains region. Stunning in the diversity of its natural environments from grasslands to boreal forest environments, home to thousands of lakes and rich ecosystems. Generating awareness about Saskatchewan as a tourism destination among international audiences has always proved challenging. Awareness of Saskatchewan's tourism resources may be relatively high with audiences in neighbouring provinces like Alberta, U.S. states like North Dakota, and Saskatchewan expats who return each summer to visit friends and relatives, but the lure of Saskatchewan among potential medium and long haul visitors is still a work in progress.

Air connections have steadily improved with major U.S. hubs like Minneapolis, Denver and Chicago, making it easier for international visitors to get here but, but better known destinations with direct international flights and mightier marketing budgets bring considerably more clout in travel markets at a time when factors that affect tourism industry competitiveness worldwide make it difficult for emerging stars to play in the major leagues.

It is easy to understand why destination marketing organizations like the Canadian Tourism Commission would bet on winning horses like the Calgary Stampede, which has greater potential to generate a return on investment, than on a small town rodeo in rural Saskatchewan which would provide just as evocative an experience for visitors, but might be more difficult to get to and require a somewhat more "specialized" outlook on what a Canadian holiday might feel like in the client's mind.

For the record, I have been bringing clients from around the world who didn't know anything about Saskatchewan before getting here for quite some time, through my former tour operator activities with Great Excursions. The main resource I used to engage these clients is sharing with them:

the authenticity of experiences they would enjoy while in the province;
documenting the distinctive character of the journey they would embark upon;
generating content and communicating that content to them.

Storytelling - that is all it is!

I knew from available market research what my target audiences sought in terms of quality of experience indicators. I proceeded to look for these in the holiday products I would offer them, and I looked to incorporate the right partners as suppliers and agents in the travel trade that were in a position to capitalize on that kind of editorial content availability. Chronicling facts about places, people, communities, and about how hosts are grounded in their respective communities does makes a difference, as you will see.

An international tourism organization where content marketing is central

Perhaps the most vivid illustration of how I was able to harness the power of editorial content for partners, customers, and ultimately the corporate bottom line, is the partnership initiative I established with UK-based responsibletravel.com http://www.responsibletravel.com/ in 2002, a specialist online travel agency that uses content marketing tactics to sell accredited responsible travel products to discerning travellers around the world. That company came into being with the financial support of Anita Roddick, founder of The Body Shop. They actually initiated the conversation with me, and likely found Great Excursions because content marketing was also a core strategy for us. RT.com was in a position to provide us qualified leads in difficult to access European markets. We were able to provide the content they needed to market our products in the segments they targetted.

Using available market intelligence, I conducted intensive research to identify Canadian product suppliers I might wish to establish a travel trade relationship with as an international wholesale tour operator. I conducted comprehensive interviews with company owners and staff about their business practices on environmental, economic and social fronts. The body of my research was used to craft responsibility policies documenting how each of these products was made possible and impacted favorably on local host communities, thereby creating a competitive advantage in the eyes of those customers for which travelling responsibly is an important consideration.

My company’s customer relationship management system required that the communication of these beneficial practices be shared with clients from the lead generation phase to the published independent review that was authored by the client at the end - enticing new clients to come on our trips.

In my next post I will elaborate on specific examples of tourism operations and products with which content marketing tactics proved a pivotal strategy.

Products inspired by traditional economies - Dog Sledding

2011-06-28T14:59:00.000-06:00

Traditional economies are a source of inspiration for many of the tourism industry's most innovative products. The fur trade in North America certainly was one of the earliest industries where the traditional modes of transportation and journeying practices were integrated from pre-contact origins into a more "Western" economic realm.

In Yukon, the Gold Rush certainly helped foster the preservation of dog sledding knowledge and its economic value for today's tourism operators. Dog sledding as a tourism product takes on many forms in different parts of Alaska and Canada. Some dog sledding product provide more superficial experiences - generally those that might involve an hour-long tour in the basket of guided sleds. Those are geared more to lucrative mass markets. While they may provide a quality service and a lasting impression for guests, the impression might well be rather superficial overall as a result of the short lenght of exposure to the world of dog sledding.

A more rewarding approach to dog sledding might be one comparable to that offered at Sky High Wilderness Ranch just outside of Whitehorse. Here the product is a truly immersive adventure. 5, 8, 11 or 15-day trips are offered to guests from around the world. Each guest is exposed to the world of Huskies and mushers as they themselves learn to mush as part of the product.

Trip participants get to drive their own sleds, under the guidance of experienced mushers who share their passion and provide tips on how they can motivate the dogs to make the team and mushers gel as a wilderness journeying formation.

Here are some of the comments made by former clients that I sent to Sky High in the past:

Helen Weir of California wrote this in April:

1. What was the most memorable or exciting part of your holiday?

"The Alaskan Huskies!!!! The dogs are just incredible... athletic, fascinating to watch, and beautiful. Our guide Laird was fantastic as were all the other people at the ranch. This was a 'working' adventure and we did work. We started each day with breakfast, packed a sandwich and thermos, went down to the dog area, scooped poop, readied the dogs/sleds and off we went! Everyday was a new adventure. Back for late afternoon snack, clean up then dinner. The meals were made from scratch - everyone pitched in cooking and with the clean-up. "

2. What tips would you give other travellers booking this holiday?

"Travel light and do the layers. I purchased 'Hot Chillys' #10 thermals top and bottoms and they worked well. A pair of light weight ski pants, fleece top (thin worked for me), wool sweater, scarf, thin fleece gloves and hat. I rented their jacket/coat, sleep bag and mits. I was there in February so needed a pair of boots for going potty outside. Wear house light weight shoes for inside. Knowing how to ski/cross country would be an advantage as trails up and down and switch back. There is no power (they use propane) so no cell phones or TV. "

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"The benefit is for the dogs. They are treated with respect and are loyal and very friendly and they do get excited :) I have fond memories of all the dogs from my team. The ranch recycles everything. The dog poop is scooped and sent to a company for recycle. Local people do work at the ranch. "

4. Finally, how would you rate your holiday overall?

"I had a fabulous time. Pushed my limits. I am a back packer so I knew what the lodge was like and what my out put would be... We all worked hard but worked together. Met some very cool people. Whitehorse (was only there on arrival and departure day, is a great town. Small but perfect. The whole area in Winter is very 'white', pristine and kickback. I say, go and play and learn something new. Most people I know are just amazed that I booked this trip on the spur of the moment and went alone. I am glad I did... this has been 'one' of the best holidays I have been on... I like the 'working' vacations. My next trip maybe Cambodia teaching English..."

Lee Unsworth of England sent these comments in 2010:

1. What was the most memorable or exciting part of your holiday?

"I would say the trip up to the trappers cabin to stay overnight as this was a pretty challenging run with the dogs but truly awesome once we got up into the mountains. Some of our group did decide to take a few of the downhill stretches trying out various "freestyle” methods of dog sledding... on knees, stomachs and backs...

Also, falling in love with at least couple of my dog team. (Gomer / Riley / Amigo / Leica / Yoda / Boomer) If I could have brought them home I would. And the food - what we were given to eat was fantastic EVERY day. Our guides looked after us both outside and in!"

2. What tips would you give other travellers booking this holiday?

"Expect a bit of hard work if you want to do the higher trails… but you will reap the rewards! If you are new to dog sledding as was I, try to anticipate the hills and jump off and help them a little before they grind to a halt and you will keep them moving rather than leaving it until they have pulled as far as they can...They do appreciate it!

Don't "over-pack". You need thermals etc, but don't think you need to be changing clothes every day. We took far too much and didn't use half of it. The fact is, it is pretty "sweaty" work and you just have to go with the flow. Its not a fashion parade. :) Also don’t take thick clothes...layer.

Don't be afraid... when you see a grizzled giant 7 foot tall mountain man looming toward you through the trees... that's just Ian, he owns the place. :) He's a true gent. "

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"I would say running dogs through the mountains is very environmentally friendly. "

4. Finally, how would you rate your holiday overall?

"Fantastic. I have always wanted to try sledding and finally did. Now I just need to convince my other half to go again next winter!"

Alessandra Badino of the UK wrote this in 2009:

1. What was the most memorable or exciting part of your holiday?

"A very difficult task to single out a moment of so many amazing memories of my 15 days in the Yukon wilderness! The trip to Bonneville Lakes does stand out as one of the best places I visited during my stay at Sky High Ranch. I trailed to the lakes twice during my stay and I found each time completely different due to the changing weather conditions: the first time we mushed through powdery deep snow, totally immersed in a white landscape; whilst the second time the sun had warmed up the environment making us trail over ice and overflow water in a clear blue sky. The bond that generated with both the people and the dogs at the ranch is also something I carry in my heart as a very sweet memory. "

2. What tips would you give other travellers booking this holiday?

"First of all I would recommend considering carefully the time at which you travel: if you go early in the year (Jan, Feb) you are in for experiencing true arctic weather, with lots of snow but also pretty fiercely cold temperatures at times that may shorten your trips out with the dogs (and your trips to the outhouse pretty challenging!); if you go later in the year (March, April), conditions will be milder and you will enjoy daylight for longer, but you may find some trails are not accessible because of the lack of snow. Secondly, I would strongly recommend booking your flight legs with the same airline, which would help in case of flight delays or cancellations. Finally, as there are generally many different combinations of trips on offer, make sure that you are clear about the trip itinerary that you have booked."

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"I felt that all the people working at the ranch had a very high consideration for the impact their activity has on the environment. All the rubbish was packed and brought back to the main lodge to be dutifully disposed of or recycled where possible. All supplies during the trips in the wilderness were carried with our sleds, so skidoos/truck use was reduced to a bare minimum. Tourism is an important element in the local economy, especially during the cold winter months and all tour guides and people employed at the ranch are from the local area."

4. Finally, how would you rate your holiday overall?

"A truly amazing experience: I have been back for three weeks now, but I still dream about it! All the guides, and especially our guide Keri, have made us feel extremely welcome and in experienced hands for the whole duration of the trip, trying in all possible ways to attend to our needs."

John Baker of the UK wrote this in 2008:

1. What was the most memorable or exciting part of your holiday?

"Sledding down to 'Mud lake', about 40 miles south of the mian lodge after w'd spent the night in the wall tents (they are about half way between each!) and then having lunch! And this wasn't just a sanwich affair either; we got a decent fire going and our guide kari got some sausages on the fire goingm, plus she brought the mustard too!

Apart from lunch the views that day were absolutely amazing becuase of some lucky weather; and the route gave a few challenges too so made the sledding worth every mile."

2. What tips would you give other travellers booking this holiday?

If you go early feb or before then take lots of middle layers; jumpers etc. It went down to -47 at night and can be quite chilly on any outhouse visits too; but even more so theres a risk of frost bite so everything has to be covered. This is where gimp masks and neck protectors etc come in; ski goggles are a good idea even though they will mist up.
As a note; if it's too cold then the dogs can only run for a few hours or they literally freeze so you may experience some shorter days at these temps but even so just a few hours with these amazing dogs was enough; and a nice hot cup of tea was needed either way!

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"All my flights went through major airports so there were no special flights and all were pretty much full.

Yukon is strangely not that popular around this time apart from the Quest dog sled race so any extra tourism does give a nice boost to the locals who are all more than happy to help and chat to you about what you're doing, where you're from and about local stuff going on.

Dog sledding itself is very good; no snow mobiles are sent ahead or behind the dogs. The guides cut trail (go over powder covered trails) if needed and do most of the time; the snow mobiles are only used if needed and generally not at all. All rubbish is collected and returned to Whitehorse and any rubbish at camps etc is collected and brought back. Supplies are brought up every few days but these generally coincide with guests arriving and leaving so carbon emissions are kept to as few trips as possible. All the guides and staff make sure the focus is on the environment and the dogs which is happily accepted by the guests."

4. Finally, how would you rate your holiday overall?

"Simply amazing. There's is no question that I'll be going again to Canada if not Whitehorse and the same ranch I went dog sledding. Plus it's even planted the seed of me thinking about moving there; so must have been a good trip!

The local people in Canada and even in Vancouver were all really friendly, the guidesmore so and had some fabulous food and receipes there, nothing to miss home about thats for sure!

There was one hiccup which taints the journey; my Air Canada flight to Vancouver was cancelled and I eventually had to fork out for a new plane ticket to London as it made me miss my connections that would get me back to the UK. However, the Air Canada staff at Whitehorse did all they could and got me on the next available flight (even though it was operated by Air North) so it wasn't through lack of effort just bad luck. If anything I'd say avoid KLM/Horizon Air/NWA as their check-in staff just didn't seem to care I was stuck in their airport!

However, thats nothing to put me off Canada or going back for another dog sledding adventure!"

A Saskatchewan web development studio with sound grasp of SEO realms

2011-05-11T12:57:00.001-06:00

It has often been said that web site search engine optimization is the best way to increase traffic in terms of value for investment. This is something I have always believed in through my web marketing efforts with Great Excursions. I spent much time since I launched the first generation of the Great Excursions website in 1999 generating new visits by making the website more attractive to search engines with a great deal of success, thanks in part to ongoing conversations with my friend and partner in SEO Mike Ritchie of North Battleford.

Mike runs M.R. Website Development Studio. His firm has designed countless websites for Saskatchewan companies and organizations, as his client list will attest. He has also acted as a consultant for a number of clients, including Great Excursions. I remember been referred to Mike by Clint Krismer who used to run Tourism Saskatchewan's website early on in my tourism career. I had asked Clint who in his opinion understood best SEO in the province, and that's how I came to be in touch with Mike Ritchie.

I was impressed by the insight Mike gained in creating and operating Tradingcharts.com, a free charts and quotations website used by brokers around the world, on which advertising is sold through a major partner in the US. SEO was critical to the website's success then, just as it is today.

A conversation with Mike Ritchie is not one where off-the-shelf solutions are pitched to you right away, but rather, an investigation into how to build a website that will be optimized organically through its design. More importantly perhaps: how to built a website that does the job it is supposed to do... plain and simple.

It is hard to summarize a 13-year relationship into a short article, but I thought it might be worth letting people know that if you are ever looking for someone to take a look at your web products to explore new ways to improve their performance, you could do worse than give Mike Ritchie or any member of his team a call. To this day, I can't think of anyone in Saskatchewan with a more qualified appreciation of what a web presence can mean for businesses and organizations. These friendly Saskatchewan experts make a difference.

Silicon Valley may be in Northern California, but there is no doubt in my mind that SEO Valley is located in North Battleford, Saskatchewan.

This is a well-deserved plug by a fellow disciple of greater web marketing knowledge gained through hard work!

Japan Earthquake Aftermath: A comment about Atomic Tourism

2011-04-05T12:20:00.001-06:00

As Japan recovers from the aftermath of the latest world event impacting tourism trade, entrepreneurial tour operators are starting to think aloud about the ways to keep the travel trade alive between Japan and the rest of the world. Some have already whispered that "atomic tourism", a niche sector involving visits to significant sites of the nuclear age might hold some potential revenue. This field is set in a wider "dark tourism" realm, encompassing various visitor discoveries of catastrophic events, tragedies and sites where genocides might have occurred through the ages. People's fascination for morbidity often knows no boundaries. Let's hope that whatever new atomic tourism product emerges will be produced ethically, without appropriating fundamental elements that are rightly owned by the grieving population of Japan. There will surely be many lessons to be learned by us all from the journey of recovery this remarkable society is undertaking since March 11, 2011.

Pebble Beach, Gwaii Haanas National Park, Canada

2011-02-21T18:57:00.001-06:00

Pick any spot to go ashore and you will find a world of wonder in Gwaii Haanaas National Park and Marine Reserve. Claude-Jean Harel reflects on the beauty of the temperate rainforest and the marine environment at Pebble Beach in this Queen Charlottes travelogue.

Zodiac Marine Life Excursion in the Pacific Northwest

2011-02-10T10:53:00.001-06:00

Every outing in one of our sailboat's zodiacs yields new Pacific Northwest marine life discoveries that are sure to please travellers young and old. Here we are in Gwaii Haanas National Park and Marine Reserve in the Queen Charlotte Islands, British Columbia, Canada.

Pilgrimage to Windy Bay, Haida Gwaii

2011-02-01T08:33:00.002-06:00

Visiting Windy Bay on the eastern edge of Lyell Island feels a little like going on a pilgrimage. It is near here in 1985 that a group of elders from Haida communities decided to embark of a very public campaign to stop logging activities on the island, home to magnificent 100-year old trees, up to 70-meters tall. This is where the begingings of protected Haida Gwaii were hatched. Watchmen still protect the site and the longhouse-style cabin named "Looking Around and Blinking House", which they built and lived in bunk-style while events unfolded at the time. Watchmen do allow visitors in. It is a fitting prelude to any visit deeper into Lyell Island's forest.

Sailing Cruise to South Moresby and Gwaii Haanas National Park

2011-01-24T09:28:00.001-06:00

A brief orientation on the sailboat is followed by a quick overview of the first evening's sailing ahead, as we make our way to South Moresby and Gwaii Haanas. This is our first taste of what the adventure will be like. We are all just taking it in.

Haida Pole Carver Takes Visitors on a Carving Shed Tour

2011-01-17T10:45:00.002-06:00

A visit to Haida Gwaii would not be complete without meeting a local carver. Norman Price is a Haida elder in Skidegate who makes himself available to our trip participants. He is of the Raven Clan.

The pole he carved and raised in front of his house on the occasion of his 80th birthday a few years ago always draws the attention and interest of our guests. He has been carving and designing since his very early teens... watchmen, raven, mouse, eagles, bear and cubs... and beavers.

But the real treat is when he invites us over to his carving shed. His sense of humour is as vivid as ever, as he demonstrates how even master carvers must sometimes adapt to technological advances.

But not all modern tools are equally suited to Haida carving needs.

He also loves to work with argillite, a type of black slate sedimentaty rock harvested from a Queen Charlotte Islands quarry owned by the Haida , the material from which can only be used by Haida carvers... The material became more popular as a carving medium after the demised of the fur trade.

Totem poles were so highly prized they they fetched as much as 1 dollar per foot for a house pole and $1.50 per foot for a burial pole in institutions like the Field Museum in Chicago by the end of the 19th Century.

Visiting the Haida Heritage Centre in Skidegate, Haida Gwaii, BC, Canada

2011-01-11T08:56:00.002-06:00

From the top of their pole, Haida Watchmen who might have been on the lookout for invaders from foreign lands centuries ago are now welcoming visitors to Skidegate. Master harvesters, carvers and navigators, the Haida were true masters of the sea.

A visit at the Haida Heritage Centre in Skidegate is the best way to start seeing the world through the eyes of a very successful nation with great knowledge, elaborate trade networks, rich material culture and a wealth of traditions.

There are as many histories of Canada as there are are First Nations. If anything, the Haida have reclaimed their history in an inspiring way -- one where they are again taking control of their destiny, their resources.

They are developing a tourism industry that is based on sound stewardhip practices.

And quite frankly, the Haida are showing the world a part of Canada that most Canadians know very little about and that most will likely never see. Because, to come here and to experience Haida Gwaii the way it should be experienced requires from visitors that they be prepared to be exposed to a world that has very little to do with what most of us were led to believe Canada was like when we went to school.

My first impression of Haida Gwaii was that of a land inhabited by a people who draw their identity from the place they inhabit with great wisdom.

It seems one of the lessons I learned is that material wealth can play a positive role in how a people grounds itself in the environment which nutured it.

My visit to the Haida Heritage Centre certainly opened my eyes. I'm OK with that. I am just along for the journey... just as long as I learn a little bit more every day from those I share my journey with.

Looking for professional rafting guides in Newfoundland

2011-01-05T09:35:00.001-06:00

A quick note to let you know about this request from a Newfoundland operation that we received this morning. Pretty straight forward. Feel free to reply directly to them:

Greetings,

My name is Jason, I'm the manager of Rafting Newfoundland. Not sure if you're familiar with our operation, but we run rafting trips down Exploits River in Central Newfoundland, Canada. The portion we run features class three rapids.

We are in the process of hiring for our 2011 season, and we would appreciate it very much if you would consider us for students and alumni of your rafting program that are qualified but you are unable to provide a job for.

We're planning to hire four guides in total (we already have one confirmed), but we may only have full time work for 3.75 guides. It would be ideal to have three exceptionally qualified guides, and one eager and promising beginner that is seeking time on the river and will be happy even with slightly less work than the other guides.

We run a short 12 week season (we operate from mid-May to early Oct, but are only really busy from mid-June to mid-Sep), but pay fair to compensate. Guides can expect between $6,000 - $7,500 (Canadian Dollars) for the 12 weeks including bonuses. We start at $110/trip through the peak season, and offer bonuses throughout the season. We offer our guides free accommodation in riverfront cabins.

Please feel free to forward students to our website, www.RaftingNewfoundland.com, or they can contact me for a full job description.

Thanks in advance for your consideration.

All the best,

Jason Nault

Administration, Marketing & Web Design

Riverfront Chalets & Rafting Newfoundland

P.O. Box 661, Grand Falls-Windsor, NL

Canada A2A 2K2

Reservations: 709-486-0892

Office: 719-387-0866

Cell: 709-293-3690

Yukon Huskies heading to the spa

2010-12-16T09:52:00.001-06:00

All of nature's creatures deserve a break once in a while - Yukon dog sledding huskies as well...especially during the off season. Watch as these fine distance athletes enjoy a well-deserved dip at their favourite local spa. Their choice offers no special treatments or massages - just the simple pleasure of soaking it up at the local creek.

Royal Wedding Sparks Interest in British Monarchy-themed Tourism

2010-11-28T16:52:00.001-06:00

No matter how much one plans, sometimes, things just happen, and one has to explore their potential or risk loosing out on real opportunities.

Great Excursions, the company that I created, is a national tour operator based in Regina, Saskatchewan, a city that prides itself on highlighting the role the British Monarchy plays in how it defines itself, perhaps more than any other city in Canada. Royal weddings don't occur very often, and certainly, when a Royal Visit takes place in Regina, there is no shortage of participants who attend. I thought... What if we developed a trip for British Monarchy enthusiasts who are interested in going to England on, before or after the occasion, to commemorate the wedding?

That's what we have been working on since last week. I will keep you posted on the evolution of the project.

Wagon Ride Ranch Adventure in Saskatchewan, Canada - Great Excursions

2010-11-10T18:32:00.002-06:00

One might think that going on a horse-drawn wagon ride is a pretty tame activity for adventure seekers. But those who love draft horses also like to have a little fun too when they get a chance to show their fine team of Percheron at work over rugged Great Plains terrain. This was indeed the case for a group of guest on a ranch weekend break in the beautiful Arm River valley in Saskatchewan. The two hour sunset ride was definitely a treat!

Harnessing the potential of surfing and stormwatching tourism

2010-10-21T10:39:00.003-06:00

Tofino tourism stakeholders certainly knew what they were doing when they consciously acted to capitalize on the potential luring surfers and storm watching tourists represented in off-season revenue generation. Surfers use a renewable resource, they engage in activities that don't even require them to drive anywhere once they are in Tofino. The resource is on the beach.

Stormwatchers do the same. They come to enjoy just being in Tofino, experience the feeling of being out there in the elements, seeing the waves, hearing them crashing and just taking in the whole sensation of finding oneself in that particular environment at that particular time. When operators and marketing experts think of product development and destination management, those are key indicators of success.

Interesting presentation on SEO optimization relevant to tourism context

2010-10-07T14:23:00.003-06:00

Optimizing Your LinkedIn Profile to Improve SEO for Your Company

This is quite well put together. I thought it would be worth sharing with tourism marketing practitioners and experts looking to optimize the impact of resources at their disposal.

Manitou Springs Resort Hotel & Mineral Spa to reopen

2010-10-06T15:35:00.009-06:00

I was pleased to learn today that Watrous' Manitou Springs Resort Hotel & Mineral Spa is set to reopen this Friday. Manitou Beach is legendary for the natural buoyancy mineral-rich properties and curative powers of Little Manitou Lake. The water is so buoyant, it's impossible to sink! Swimmers simply float effortlessly all day long if they want.

This used to be a hot resort in the 1920's bringing thousands in the summer from every region of Canada. The Spa went through hard times recently because of maintenance issues. Under new management and with the current economic boom in Saskatchewan, there is a good chance better times will come for what has the potential to become a quintessential rural Saskatchewan experience. There is, after all, more demand than ever for Spa and health tourism product.

Prairie Berries to make a pitch on the Dragon's Den

2010-09-21T15:52:00.005-06:00

Just heard through the grapevine... Saskatchewan's Prairie Berries is apparently to make a pitch on the popular Dragon's Den CBC television show. I look forward to finding out what pitch they have in mind. The company describes Saskatoons as a kind of ‘Superfruit’:

"The word ‘Superfruit’ refers to fruit which contains high sources of antioxidants. From a nutraceutical perspective, antioxidant rich fruits have anti-cancer, anti-aging, and anti-heart problem effects on human body. The benefits of antioxidant have contributed against cardiovascular and inflammatory diseases, and act as a protective guard to our immune systems."

The health merits of Saskatoons have been known for hundreds of years. Their pulp has been exported to countries like England as fruit filling. Will the Dragons buy into the success these Saskatchewan entrepreneurs have been enjoying in recent times?

We will see. I wish them well because local bounty initiatives like this make a difference not only in diversifying local agricultural products, it also helps profile Saskatchean as a tourism destination worthy of discovery.

Motor coach travel product market keeps growing

2010-09-16T10:21:00.007-06:00

There no more valuable knowledge than that of consumer preferences. You may or may not know that WestWorld Tours is already the most successful tour operator in the province in terms of volume, with annual passenger figures in the 4-digit range, originating from across North America. It its efforts to lead the way in motorcoach travel experiences, my WestWorld colleagues and I are asking clients for new destination and trip ideas. If you know regular coach travellers or if you are one yourself, let us know what future journeys are on your radar.... whether you are thinking or Regina, Saskatchewan, Canada, the U.S., Australia or South America. Bear in mind that we are looking for trip ideas with demonstrated revenue-generating potential, of course.

Your thoughts may well be developed into new trips!

Rural tourism resources are valuable to city-based meeting planners

2010-08-10T09:27:00.007-06:00

Meeting planners will attempt to convey to their clients how their host destination stands out, especially if they are from out of province or abroad. The likelyhood of the meeting ever being hosted in that city again depends on how evocative their first experience is. Pre- and port-conventions tours help do that. How far is your agricultural operation from the nearest city? Are you currently working with you destination marketing organization to make meetings stakeholders aware of your potential contribution to the success of an upcoming meeting in a city near you?

This Great Excursions photo album features a special day program developed for a national meeting (and international observers) held in Regina last summer. It aimed to interpret the dynamics of the grasslands ecosystem as well as to interpret the principles behind natural horsemanship, an increasingly popular approach to esquestrian training.

Terroir, Identity and Seduction Symposium

2009-02-20T14:22:00.004-06:00

Saskatoon Inn – February 20 to 22, 2009

The conference aims to officially launch a collective reflection on terroir products through workshops and networking. These activities will point the way to introducing and developing collective projects related to the terroir. These projects will allow us to redefine and promote the revitalization of our rural communities as well as our entire community's sense of identity.

A wealth of conference experts in terroir development from around the world will discuss subjects such as:

Rural development initiatives

Food and culture

Marketing terroir products

Tourism and regional development

Dietetics and local products

www.terroirsk.ca

Regina-Based Venture Uncaps Gluten-Free "Beer"

2008-04-06T16:03:00.001-06:00

Source: Saskatchewan Agriculture and Food

A Regina-based company owned by over 200 Western Canadian seed growers is providing an alternative alcoholic beverage to people with celiac disease and wheat allergies.

Nubru Gluten Free, developed by FarmPure Beverages, is about to sell out of its first 6,000 cases of product that have been tested in the Manitoba market.

FarmPure uses an innovative, patented process. "We're making a clear, neutral concentrate out of protein sources, such as peas and soybeans," said Chief Operating Officer Carl Flis. "From that concentrate, we can do two things - we can formulate it to taste like any beer in the world, make coolers, wine coolers and fruit coolers; or we can license that technology out to existing breweries." FarmPure Beverages plans to pursue both options.

FarmPure Beverages production innovation will be attractive for other breweries. "By implementing the technology, they can reduce their production costs significantly, because we're reducing the traditional brewing time, which is 21 to 28 days, down to nine to 11 days," Flis said. "An existing brewery can increase the production of their plant without any capital investment."

The first test with FarmPure Beverages' own product line was the Nubru blend, which was a 50/50 blend of FarmPure's product and Fort Garry Lager. The advantages of blending are that it reduces costs and improves the head of the beer.

Since the original Nubru blend, FarmPure Beverages has developed the Nubru Gluten Free beverage, which is currently being distributed in the Manitoba marketplace. Upcoming products include Nubru Red, which is similar to Rickard's Red, and a cider.

The gluten-free market of food and beverage products promises growth. According to Flis, celiac disease is the fastest growing diagnosed disease in North America. An estimated one in 133 has the disease. "We're not there to build breweries around the world. It's a specialty market, and celiac patients and people with wheat allergies are looking for alternatives."

Although the target market for the Nubru line is people with celiac disease and other digestive disorders, the product has broader appeal. In its first round of market testing, Nubru was rated on par or better than traditional light beers. It scored especially well with the young female segment of the market.

FarmPure Beverages has an ambitious plan for the distribution of its products, but first, it will strive for brand recognition. "It's a new technology where the possible products we can generate are endless. At this stage, it's getting the first concepts out there, getting the name known, and then we can start further product development," Flis said.

Next, they plan to expand into Ontario and Quebec, then British Columbia. Europe already has a number of gluten-free products, based on rice and millet, using traditional brewing processes. Breweries there have tried to emulate the traditional European beer tastes.

The Nubru products have a North American taste. The market is attractive to FarmPure Beverages because there are fewer competitors. Flis names a Quebec-based company and Budweiser, with a product called Red Ridge, as the two main rivals.

"If Budweiser is getting into the market, I think we're on the right track," he said.

For more information, contact:
Carl Flis, Chief Operating Officer
FarmPure Foods
Phone: (306) 757-3663, ext. 111
E-mail: cflis@farmpurefoods.com
Website: http://www.farmpure.com/

Tricks of the Trade When Marketing Riding Horses

2008-04-06T16:01:00.001-06:00

Source: Saskatchewan Agriculture and Food

As the snow melts off the Prairies, many horse enthusiasts are turning their thoughts to the upcoming riding season. Equine enthusiasts from all disciplines and competitive levels will be marketing their animals to meet the needs of prospective buyers.

Adrienne Hanson, a Livestock Development Specialist with Saskatchewan Agriculture, says regardless of the training level, breed, discipline or pedigree of the animal, there are a few tips that will make the acquisition process smoother for both buyers and sellers.

"There are many websites and newspapers specializing in marketing horses that can maximize exposure to a specific target audience in an effective manner," Hanson noted.

The advertisement should be concise and accurate, outlining the horse's skills, ability, temperament, achievements and pedigree. "Potential purchasers will appreciate an honest and accurate assessment of the animal," she said.

Sellers will need to determine their asking price and tell buyers up front if they are willing to negotiate. Sellers should ensure they list a telephone number or Internet address at which they are readily accessible, and be available for questions or to co-ordinate viewing appointments.

Hanson says it is important that the buyers determine what they want and need in the horse. Assess the animal through e-mail and phone calls to define what is required in terms of purpose, breed, pedigree, training, temperament and price, prior to travelling for viewing and negotiations. The prospective purchaser should inspect the horse carefully and, in some circumstances, may want to arrange a pre-sale veterinary inspection for a full inventory of the horse's physical condition.

If the animal is not appropriate for the buyer's purposes at first glance, or if the mount appears ill or unsafe, the prospective purchaser should politely thank the seller and depart. "In most cases, the seller will respect your consideration in saving their time," Hanson said.

"The bottom line when buying or selling a horse is that honesty and openness is important, as in any arrangement where an item or service is being purchased," Hanson said. "The sellers maintain their professional reputation by properly presenting an animal for sale, and the purchasers obtain an optimal product to use and enjoy."

For more information, contact:
Adrienne Hanson, Livestock Development Specialist
Saskatchewan Ministry of Agriculture
Phone: (306) 848-2380
E-mail: mailto:ahanson@agr.gov.sk.ca

Barrel Racing and Pole Bending Clinic to Cultivate Skills

2008-04-06T15:57:00.000-06:00

Source: Saskatchewan Agriculture and Food

With rodeo season fast approaching, young barrel racers and pole benders will have an opportunity to fine-tune their preparations by participating in a clinic to be held in Fort Qu'Appelle on March 22 and 23.

The clinic, hosted by Clearview Stables, will be led by Kelley Byrne, a professional rider, with the assistance of Gloria Kadlec, who serves on the boards of the Saskatchewan Barrel Racing Association and the Saskatchewan High School Rodeo Association.

Although barrel racing is an event familiar to rodeo patrons, pole bending is restricted to high school and collegiate rodeos. The course setup has six poles spaced 21 feet apart. Like barrel racing, it is a timed event that begins with a sprint to the end, then a turnaround to weave through the poles, turn 180 degrees, another weaving sequence, ending with a final sprint to the timer line. Time penalties are applied for knocking over a pole.

Good horsemanship is the foundation of both barrel racing and pole bending. The clinic will develop the participants' horsemanship skills to facilitate agile movements. "The next level is to make a proper turn to come in and out of a barrel. The same goes for the poles, to get the horse to move off their legs without having a whole lot of face contact," Kadlec said.

Training and skill development are beneficial to a rider's success, but so are the unique characteristics of the horse. Speed and the ability to make a quick turn on its haunches are important. "You also want a horse that's going to listen and not fight with you," Kadlec noted, adding that the most successful barrel racing horses are level-headed.

The participants in the clinic are most likely to be teenagers. Racers typically start out during their teen years, although the activity certainly appeals to all ages. According to Kadlec, adults also attend clinics, but they are more likely to seek training in basic horsemanship clinics before progressing to a racing clinic. "You have to have horsemanship to be able to compete at that faster level," she stated.

Barrel racing also accommodates horses of varying age. Four and five year-old horses compete in futurity events, while top competitive horses range in age from 10 to 15 years.

Those who attend the Fort Qu'Appelle clinic will really benefit from the wisdom of an experienced professional like Kelley Byrne, Kadlec says. Byrne rides with the Canadian Professional Rodeo

Association and the Canadian Cowboys' Association circuit. She is also involved with the

Saskatchewan Barrel Racing Association, hosting and attending many jackpots around the province.

Anyone interested in participating in the two-day event should contact Gloria Kadlec or Kevin Smith at Clearview Stables. Stalls are available to board the horses overnight, and lunch will be provided. The cost to attend will be $150 to $200, depending on the level of participation.

For more information, contact:
Gloria Kadlec, Assistant Clinician
Phone: (306) 567-4295
E-mail: murray.gloria@sasktel.net

Kevin Smith, Barn Manager
Clearview Stables
Phone: (306) 332-1332

Cow Horseman Impresses Across The Continent

2008-04-06T15:56:00.002-06:00

Source: Saskatchewan Agriculture and Food

Cow horseman competitions are growing in popularity, largely because crowds are fascinated by watching a horse and rider work a cow in patterns and maneuvers.

Saskatchewan has one of the best in the business in Dale Clearwater of Hanley. At a competition in Stephenville, Texas this February, Clearwater earned top honours and over $17,000 for his efforts.

Clearwater was raised on a farm near Nipawin. At the age of 16, he began a career riding in pastures for eight years. Because pasture work is seasonal, during the winter he went to Alberta to work for horse trainers. In 2002, he spent a year working with a cow horse trainer before returning to Saskatchewan in 2004 to venture out on his own.

Clearwater has traveled North America with cow horse competitions. He entered his first show in 2001. Since then, he has earned approximately $100,000 from both cow horse and cutting competitions.

Critical to the success of cow horse showmen is a solid understanding of animals. Clearwater gained much of his knowledge from working in pastures. "I think being a good showman involves being able to do the cowboying end of things and working with animals all day," he said. "It makes you a better showman, because you understand how the cattle and horses think."

Saskatchewan riders will soon have an opportunity to learn from Clearwater's expertise. The Sandhills Stable near Saskatoon is hosting a Working Cow Clinic on March 29 and 30, with a repeat clinic on April 26 and 27.

These workshops will help participants prepare for cow horse shows and competitions. Rein work components include lead changes, stops and turnarounds. In addition, attendees will practice working cows down the fence and circling.

Bonnie DeWitt of Sandhills Stable expects participants to represent a mix of people, with some simply wanting an introduction to the sport, while more experienced competitors will be looking for tips and skill development.

Demand for cow horse training is increasing. The clinics Clearwater has held over the past two years have all sold out. While the March offering is already full, DeWitt says there are still a few spots open at the April workshop if prospective participants hurry.

Upon starting a clinic, it takes Clearwater very little time to earn the respect of any doubters, given the amazing ease with which he is able to move cattle.

"When you put a good run together, nothing feels as good as that," Clearwater said. At the competition in Texas, everything went perfectly for him, "but it can go the other way, too. You're humbled and you go home and work harder," he noted.

For now, Clearwater will enjoy his success, and enjoy teaching his skills to others interested in the practice.

For more information, contact:
Dale Clearwater, Clinician
Phone: (306) 544-2421

Bonnie DeWitt, Operator
Sandhills Stable
Phone: (306) 477-3508
Website: http://www.sandhillsstable.com/