While a report on the Shania Twain Centre (STC) in Timmins suggests spending more money on the revenue-losing attraction, a Timmins city councillor wants another option – closure – to be considered.
“It is a pretty contentious issue locally,” said Coun. Todd Lever. “I brought it up because it needs to be discussed and it is a way to engage the citizens.”
The Underground Gold Mine Tour also operates from the centre and attendance at the two attractions has steadily declined since 2002. The STC peaked that year with 8,400 visitors, but declined by 66 per cent last year to 2,800. In 2002, the tour attracted 6,200 visits, but declined 36 per cent to 4,000 last year.
In late May, a consultant's report was tabled and discussed at a committee of the whole meeting. Lever said at the meeting the option of closure must be discussed and all options must be considered.
According to the report prepared by PKF Consulting, the combined attractions have operated at a net loss ranging from $160,500 in 2005 to $321,000 in 2009. Based on full staffing allocations and cost recoveries, municipal investments in the attractions have ranged from $280,000 to $320,000.
“Tourist attractions themselves don't make money, but it is the macro issue of whether they are a draw and pulling people in or is it something they visit while they are here,” Lever said. “I don't think it is a draw.”
The report outlined four scenarios at the meeting. They included the status quo, downscaling the attractions to operate on a seasonal basis, enhancing the attractions and expansion of the attractions. Council, in late June, decided to enhance the attractions and keep the centre open. Lever and two other councillors voted against the resolution.
Lever has high praise for what both attractions offer visitors, but he thinks tourism dollars could be better spent on sporting events and facilities.
“We can improve local facilities and then we can host bigger and better tournaments which still bring in people who spend money but then the citizens have the benefit of using the facilities,” he said. “(The STC) has been open for 10 years and the purpose of the report was to look at options of going forward for another five years.
“It's one of those political hot potatoes that people don't want to deal with so do we try a business plan for two or three years, or when do we just say it is a success, or not.”
Lever said the report calls for a capital investment of $200,000 to enhance the attractions and seek partnerships, but that will require annual municipal funding of about $300,000. Over the next five years, that amounts to more than $1.5 million.
“It needs to be discussed to find if this is a priority of our community,” he said.
Coun. Michael Doody, during the committee of the whole meeting, said it is easy to be negative but it is important to be positive.
“Let's take a look at the enhanced area and find partners, maybe in the mining industry. It's the way we have to look at it. We will come together and find a way and make it a success,” Doody said.
Revenues at the two attractions decreased by 42 per cent from $316,300 in 2005 to $183,300 in 2010 (before operating subsidies). According to the report, the most significant declines in revenues have been in admissions to the Shania Twain Centre, which have declined 59 per cent over the past five years, from $47,700 to $19,400. Revenues for the Shania Fan Convention, held annually in August, have declined by 90 per cent.
“People have been talking about attendance and dropping revenues for a number of years,” Lever said. “Things have been tried and tested and it is time to look at other alternatives. There are a lot of other ways to spend this money that will still bring in people to the community.”
