March 29, 2005
Recreation and tourism attractions are benefiting from the Ontario’s Lake Country Tourism Marketing Board (OLC). This non-profit industry-led organization gives tourism operators of all sizes an equal chance to participate in a variety of marketing, advertising and promotional programs based on a “Pay to Play” formula for all initiatives.
The OLC, which started in the late 1990's, focuses on recreation and tourism attractions in Mnjikaning, Orillia, Oro-Medonte, Ramara, and Severn (all known as Lake Country). Lake Country is an undiscovered four-season destination, and the OLC is working hard to help make it the best year-round vacation area in Ontario.
“Lake Country is brimming with hospitality and opportunity,” says the OLC’s website, www.ontarioslakecountry.com.
Industry volunteers drive the OLC, with their administrative support provided by the Orillia Area CDC. Ninety-eight percent of the funds and membership fees that flow through the organization are used in marketing programs. Within the last three years, this association has invested over $750,000 into marketing initiatives. These monies are the result of partnerships with their industry and private enterprise members, and with all levels of government, including local municipalities and both the Provincial and Federal Governments.
Competition is not on this organization’s agenda – instead, the focus is on partnership, with everyone working together to promote the area. The OLC demonstrates excellence through facilitating the development of tourism sectors such as arts and culture, skiing, golfing and marina associations. By creating such partnerships, the OLC has broken new ground in tourism and shown how successful the various sectors can be when they work together, providing tourism operators with greater purchasing power and access to larger marketing programs. The OLC currently boasts a membership of over 170 businesses.
The rural community benefits in the long-term from all of the OLC’s work in four main ways: first, there is the long-term economic impact, as the four-season tourism continues to grow; secondly, with four seasons of tourism, job continuity is a guarantee; third, due to the great quality of life with the strong outdoor recreation and tourism sector, the recruitment of physicians and skilled trades people is encouraged and maintained; and finally, the OLC continually helps to raise the profile of the area.
A few of the OLC’s marketing accomplishments include the creation of:
- A unique online booking tool to develop holiday packages for consumers that creates measurements and accountability. Through the OLC’s website, visitors simply select their choice of recreational activities, accommodations and dining options and any extra activities that suit their interest. Depending on the season, packages are available for winter outdoor recreation experiences, golf, theater, and boating. There is a wide variety of options with a simple process to create and book your own experience!
- Quarterly “Discover Ontario’s Lake Country” Magazine focused on seasonal themes
- Warm up to Winter Play and Stay Flyers
- Highway entrance signs at the borders of all five Lake Country communities
- Highly visible truck wraps on two Jackson Transport semi- trailers
- CKCO and CKVR television commercials
The OLC is a model for tourism associations across the province. They are recognized by the Provincial Government for their partnerships and are called upon to share with other tourism organizations their model for success.