By COLLEEN KLEVEN
Mining and forestry have long battled for top spot in Northern Ontario. While those two industries continue to vie for the number 1 position, tourism has steadily and strategically increased its significance in the Northern economy. Cities and municipalities throughout the North count on the seasonal influx of tourists who bring in welcome dollars to their communities. This symbiotic relationship between local government and the tourism industry raises a logical question. What can municipalities do to help?
The City of North Bay answered that question by creating an Event Hosting Program. Now in its second year, this initiative consists of a fund specifically allocated to assist non-profit organizations in their bid to host events in and around the city.
Since event hosting usually involves a bid process, money from this fund can be used by successful applicants to supplement the cost of that process or to promote the actual event. Written applications are submitted to a special committee that evaluates them based on the level of financial impact the event is likely to generate.
Marla Storie, economic development officer with the City of North Bay explains.
"The main objective of the initiative is to attract new events to North Bay. This brings new people to our city. These people not only stay in our hotels and eat in our restaurants, they, hopefully, come back and host their event here again."
As an example, she cites the 350 out-of-towners who visited North Bay in early July to attend the Ontario Truck Driving Championships along with the MTO's 59th Annual Inspector's Challenge. Thanks to funds from the Event Hosting Program, many local hotels and restaurants welcomed all those who attended the event. Not only did the participants and their families need accommodations and meals, the awards banquet required booking the Memorial Gardens Arena. The airport was booked to hold the event and security staff was hired for the duration. Countless gas bars, retail outlets and tourist venues and attractions also benefited.
The success of this initiative has strengthened the city's commitment to continue offering the Event Hosting Program.
A committee has already approved an application from the Rotary Club for funds used to secure the hosting of the Rotary District 7010 Conference.
Scheduled for the weekend bridging September and October of 2006, this single event will see North Bay welcome 500 people. More important even than the numbers is the date of the event.
"If we can have events happening in all four seasons, this is better for everyone," Storie says.
North Bay has enjoyed an unexpected economic boost from this initiative. Depending on the type of event being hosted, the fund has increased the effectiveness of their advertising by targeting different demographics that traditional marketing dollars might not have reached. For example, last fall, the Harley Owners Group applied for assistance in order to host their provincial rally during the Heritage Festival. By assisting in the promotion of this event, the City of North Bay was able to reach the 35- to 55-year-old demographic.
This event will bring in an estimated 1,200 extra people on Heritage Festival weekend. It offers both immediate and future economic benefits. Storie says, "Even if only a quarter of those 1,200 people decide to come back, these are significant numbers who may choose to attend future festivals or bring their families up for a weekend or vacation next year. To put it simply, more people in North Bay enjoying our beautiful city, equals more dollars being spent in North Bay which in turn equals a prosperous city. Everyone benefits."
