June 10, 2004

For many Canadians, there is no better way to spend the long winter months than snowmobiling.  Every year, thousands of snowmobile enthusiasts participate in tours that allow them to pass through various communities.  These snowmobile “loop tours” are an important source of winter income for many bsinesses that depend on tourism.  Lori Johnson saw this trend as an opportunity to start an unprecedented marketing initiative.  She explains how she got the idea:  “There were many communities that could not afford to promote themselves in the show loops and wanted to benefit from snowmobiling.  So, the idea emerged to create a touring loop that would include several communities.  We all met at the table and brainstormed a creative name and began to design our marketing partnership”.

The primary goal of the Superior Snow Challenge Loop Marketing Co-operative (SSCL) is to effectively promote the Superior Snow Challenge Loop Tour in the marketplace in order to bring snowmobiling dollars into different communities.  Starting as a small partnership of five communities in 1997, the SSCL expanded westerly in 2003 to encompass the Superior North, Superior East, and Greenstone regions of Northwestern Ontario.

Funded by municipalities, private sector businesses, not-for-profit organizations, and revenues gained through advertising initiatives, the Superior Snow Challenge Loop is represented in snowmobiling trade shows, print ads, postcard passport promotions, an annual map of the loops, and familiarization tours for print media and television.

These promotional efforts have succeeded in attracting a greater number of snowmobilers to different communities, which has resulted in increased hotel room, food, gas, parts, and services sales.  An example of this economic success is Manitouwadge, a community that started off with little snowmobile traffic and is now a landmark on the loop tour map.  Rob Charron, the Owner of Manitouwadge Motor Hotel, comments:  “In 1997 I was not part of the SSCL and rented 26 rooms to snowmobilers.  In 1998, I joined the SSCL and rented 76 rooms to snowmobilers.  In 1999, as part of the SSCL, I rented 189 rooms to snowmobilers.  Last year, 2002, I rented 441 rooms to snowmobilers, which translates into $32, 897.60 in room sales.  I plan on staying active with the SSCL and am thrilled to hear of the start up of a ‘western’ SSCL group.  I expect the second group will experience the same growth I did here.”

In addition, the print media and television stories published about the loop have resulted in increased summer tourism for these communities.  The economic benefits this unique marketing initiative brings to struggling communities are immeasurable.  When asked why she believes the SSCL has been so successful, Johnson remarks:  “The Superior Snow Challenge Loop is a truly unique animal.  It is not mandated by any organization, all partners just willingly come to the table.  The only factor that binds us together is our success.  If we are no longer successful, partners will naturally drop away.  However, we have only experienced growth during the last eight years and continue to build on our success.”