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Printed by Chables F. Banfield, Printer to the King's Most Excellent Majesty.
1939.  To His Honour E. W. Hamber,
Lieutenant-Governor of the Province of British Columbia.
May it please Your Honour :
I beg to submit herewith the Report of the Department of Trade and Industry for the
year ended March 31st, 1939.
Minister of Trade and Industry.
Department of Trade and Industry,
Office of the Minister,
Victoria, British Columbia. Honourable William J. Asselstine,
Minister of Trade and Industry, Victoria, B.C.
Sir,—I have the honour to submit herewith the Report of the Department of Trade and
Industry for the year ended March 31st, 1939.
I have the honour to be,
Your obedient servant,
Deputy Minister of Trade and Industry. Report of the Department of Trade and Industry.
British Columbia made considerable progress in the field of Trade and Industry during
the year, notwithstanding the general unsettled conditions throughout the world and especially
in Europe and the Orient.
British Columbia has succeeded in building up a general feeling of confidence in its commercial and industrial undertakings; it is generally recognized by industrial and financial
interests in Eastern Canada, Great Britain, and the United States that this Province is a
logical place for the development of industry and a profitable field for investment.
In 1938, as an illustration of industrial activity, 438 new companies commenced business
in the industrial and financial field with a capitalization of $43,331,463.98.
The tourist industry in British Columbia is steadily expanding and a considerable amount
of work has been done by the B.C. Travel Bureau to further the industry. The report of the
Bureau of Economics and Statistics evidences the advance that has been made in compiling
and presenting data of immense value with regard to the economic welfare of the Province.
The Bureau of Industrial and Trade Extension does not parallel or overlap in any way
the work already being done by the Federal Department of Trade and Commerce or by local
organizations. On the contrary, its objective is one of increased co-operation at the producing
end, and increased use of existing facilities that in co-ordinated effort will make them available to commercial interests, in a way that will move a larger volume of export and domestic
trade and encourage the establishment and extension of industries in the Province.
This involves the closest co-operation with all producers and exporters in British
Columbia. The Bureau has been successful in securing the co-operation of the lumber, mining,
agricultural, and other basic industrial interests; of the Canadian Manufacturers' Association, harbour authorities, Boards of Trade, foreign Consulates, shipping companies, and
banks. There is in operation a practical scheme under which contact is maintained with
every office of the Federal Trade Commissioner Service overseas and the office of the Acting
Agent-General of the Province in London. There has been close co-ordination with the
market and other programmes that lie within the scope of other Provincial Departments at
Victoria, and with the Federal Departments at Ottawa or their representative offices in British
In the matter of new industries, the Bureau has undertaken survey from production and
marketing angles and the development of possibilities for establishment or extension. The
objective, where constructive assistance can be given to any industry, is contact in the earlier
stages of establishment, with help in preliminary survey of market possibilities and, later, in
the practical matter of sources of supply for raw material and factory equipment. This is
extended in .later development to market surveys at home and overseas when the stage of
actual production is achieved.
In summary, a review of the work of the Bureau reveals practical effort under three main
headings: —
(1.)   Trade extension, which involves constructive production of market surveys on a
wide variety of produce, and assistance in promotion programmes.
(2.)   Assistance in industrial establishment.
(3.)   Special investigations.
Under the main heading a special section of this report is devoted to timber trade
Under production and market surveys the endeavour covered a wide range including, in
addition to ordinary timber trade extension, such items as ply-woods and veneers, wood byproducts, and pulp and paper. In addition, investigations were completed and reports submitted at home and abroad covering fish and fish products, apple-juice, cascara-bark, engines,
evaporated apples, potatoes, processed strawberries, biscuits, eggs, honey, and rock wool. PF 6 BRITISH COLUMBIA.
By case-histories as well as individual and general surveys the Department was able
during the year to build up an effective organization that is being used extensively by commercial interests in British Columbia.
A feature of the progress of the year has been the increased willingness of outside contacts to work with the Bureau.
Special reference should be made to the successful basis of co-operation established with
the Trade Commissioners' offices overseas, under which they have used the Bureau as a
clearing-house, and under which the Bureau in turn is making use of the Overseas offices for
special surveys after giving them definite reports on condition at the producing end. In the
basis of co-operation established with the Acting Agent-General in London all United Kingdom inquiries were centred and routed through his office in co-operation with the Trade Commissioners or otherwise.
The office of the Acting Agent-General in London has referred numerous inquiries
relating to agencies on or sales of United Kingdom goods and these have been handled in
co-operation with the office of the British Trade Commissioner in Vancouver. This has
special reference to the fact that the Bureau is able to establish direct and effective contacts
with Provincial industries who use United Kingdom material.
The work of timber trade extension calls for comment.
The prosperity of the Province is in considerable degree dependent on lumber. Good
returns to this important industry reacts on prosperity to hundreds of associated manufacturing enterprises catering to the requirements of the mill and logging camp. With this in
mind, the Department of Trade and Industry was instrumental in bringing to the Province
many of our best customers in the United Kingdom so that they might see for themselves our
magnificent natural resources, the method of production and grading, and to make contacts
with the lumber trade.
On August 25th, 1938, under the guidance of Mr. W. A. McAdam, Acting Agent-General
for British Columbia in London, the distinguished party, representative of the United Kingdom timber trade, thirty-five in number, arrived in Vancouver, where they were welcomed by
members of the Government, prominent lumbermen, loggers, exporters, and representatives of
every branch of the industry, and a guard of honour provided by the Canadian Forestry
During their stay of ten days this party visited many of the prominent sawmills, logging
operations, and kindred industries on the Mainland and Vancouver Island, and made a special
study of grading of timber products as carried out by the Pacific Lumber Inspection Bureau.
A grant of $40,000 was made to the Trade Extension Bureau of the British Columbia
Lumber and Shingle Manufacturers' Association. Following are some of the concrete results
of the Lumber Trade Extension work in various fields, also interesting statistics on the trend
of shipments from British Columbia to its export markets:—
United Kingdom.
The outstanding accomplishments in the United Kingdom this year were:—
(1.)  The adoption of the "Solid Cedar House" by Scottish Housing Authorities.
This opens up a potential market for common cedar, which may run into hundreds of millions of feet in the next few years.
(2.)  The adoption of the wooden house idea in the North of England and the use of
British Columbia species by a large number of Municipal Councils and Housing
Authorities, which previously held out in favour of Baltic timbers.    Results are
already reflected in shipments this year.
Shipments from British Columbia show a very decided increase over previous years, in
spite of the fact that imports of timber from all sources into the United Kingdom this year
were down 25 per cent, as against 1937.
In 1936, Canada was third supplier of softwood lumber to the United Kingdom; in 1937,
Canada was second; and, in 1938, Canada was first supplier with 27.8 per cent, of the total
imports, as against 18 per cent, in 1937 and 16 per cent, in 1936. DEPARTMENT OF TRADE AND INDUSTRY. FF 7
The value of our lumber shipments to the United Kingdom in the calendar year 1938,
including doors, shingles, box-shooks, and ply-wood, was over $15,500,000.
The outstanding accomplishments in Australia this year were:—
(1.)  The adoption for domestic use in Australia of British Columbia hemlock for
butter-boxes.    While the use of hemlock for export butter-boxes has not yet
been announced, tests conducted by our Timber Commissioner in co-operation
with the butter industry and the  Federal  Government indicate that official
sanction of the use of hemlock for export butter-boxes will be granted shortly.
(2.)   The introduction of British Columbia species, particularly hemlock and cedar,
into Queensland and Western Australia against very strong opposition on the
part of local timber interests.
Australian shipments for the twelve months ended March 31st, 1939, amounted to 143
million feet, exclusive of logs, of which hemlock sawn lumber comprises the bulk.
South Africa.
The outstanding accomplishments in South Africa were:—
(1.)   The adoption of British Columbia species for Government railway requirements
and for use in mines.
(2.)   The  granting  of preferential  freight rates by the  Government  railways  on
British Columbia cedar, hemlock, and fir.
When it is considered that in 1937 total imports into South Africa were 264 million feet,
of which Canada secured only 50 million feet, the field for expansion of Canadian timber is
still a very broad one in South Africa.
West Indies.
The notable achievements in the West Indies were:—
(1.)   The doubling of the preference on Canadian timber in Jamaica.    This was a
direct concession on the part of the Jamaican Government, to encourage lumber
from British Columbia, and was the direct result of our trade extension work.
(2.)   The adoption of Canadian timber for all public works and Government railway
consumption in Jamaica and Trinidad.
(3.)   Instrumental in effecting an agreement with Jamaican timber merchants with
resultant stocking of British Columbia products, thus breaking a southern pine
monopoly which has existed for years.
The total value of our lumber shipments to all markets in the calendar year 1938 was
$35,500.    This included sawn lumber, doors, ply-wood, shingles, and logs.
Shipments of this magnitude attracted freight space and assisted in providing competitive
freight rates for products of fisheries, mines, etc., and also wheat movement. The bulk of
lumber shipped was carried in British bottoms.
Ceylon and Adjacent Territory.
Mr. W. W. Harvey was engaged by the industry to make a special survey covering China,
Singapore, Straits Settlements, India, Egypt, Palestine, and United Kingdom. He intends to
investigate primarily the matter of creosoting, but in Egypt and other markets would look
into general conditions and promotional sales possibilities. During the course of his tour he
contacted army and navy engineers, port commissioners, architectural organizations, oil companies, and railroad officials. The prospects for actual business with the railroads in Ceylon
is very favourable, actual renewals of sleepers alone amounting to 200,000 pieces per annum.
The possibilities in India seem to centre more on pressure creosoted poles than on creo-
soted sleepers, and in the market in Egypt and Palestine special attention will be paid to the
possibilities presented by construction for army barracks, and in the general matter of
channels for purchases through the Crown agents, etc., for governmental distribution.
The conditions in Great Britain seemed to warrant special attention by Mr. Harvey, in
co-operation with work already done by Mr. Douglas Roe. The total annual imports of
sleeper material to Great Britain was about 130,000,000 feet in 1937, of which Canada shipped
only 21,000,000 feet. However, this itself was an improvement over our share of the business
in 1930, when we supplied only 15,000,000 feet.    The future market in Great Britain depends FF 8 BRITISH COLUMBIA.
to a large extent on persuading the railroads of the durability of the Canadian sleepers and
in proving the efficiency of methods of treatment.
The total expenditures on trade extension for the fiscal year 1938-39 were approximately
anticipated to be $90,000, of which the Government furnished $40,000, the balance being raised
by the industry.
In addition to this the B.C. Lumber and Shingle Manufacturers' Association had its
Secretary in Ottawa and Washington for practically the full year 1938, while negotiations
were under way for the new United Kingdom-United States Trade Agreement and the new
Canadian-United States Agreement. The cost of this work, including a number of delegations of lumbermen from British Columbia totalled around $15,000. This expenditure was
advanced outside of trade extension funds by the members of the B.C. Lumber and Shingle
Manufacturers' Association, in addition to their contribution of $20,000 to the joint trade
extension fund.
As timber was one of the principal items demanded by the United States for free entry
into the United Kingdom, which would have far-reaching effects on the industry here, the
Association felt that it was of vital importance to keep continuously in touch with negotiations
and with our Federal Government on this question.
Shingles, doors, and shooks have responded to trade-promotion efforts and new outlets
provided for a wide range of forest products.
On June 17th, 1938, a grant on a dollar for dollar basis up to $2,000 was made to the
Northern Interior Lumbermen's Association to assist them in securing exemption from the
Excise Tax on British Columbia white spruce lumber entering the United States.
I am pleased to report that the United States Customs Bureau issued a ruling on March
25th, 1939, which admits Northern Interior spruce free of Excise Tax, this ruling is the outcome of the efforts made in obtaining proof that their product is Western white spruce and
having this proof presented by Eastern representatives to the United States Customs Bureau.
This ruling means that the tariff of $1.50 per thousand feet has been removed from all
United States shipments of spruce from the Upper Fraser River basin since July 1st, 1938,
and results in a very great saving for the spruce producers of this section.
The total cost in connection with this investigation amounted to $2,235.32; the Department's share of said expenses totalled $1,117.68.
The scope of the work and contacts in the industrial section may be indicated briefly as
follows: Aircraft, aerated waters, apple-juice, tomato-paste, barley-malt, marine engines,
cheese, dehydrated vegetables, fish by-products industry, match-manufacture, furniture-manufacture, hats, packing-house by-products, peat, soaps, electric equipment, tanning extracts,
refrigeration units, paint products, shoe-polishes, casein, and glass.
Co-operative contacts for branch factory work were established with the Canadian Trade
Commissioner in New York, the Department of Trade and Commerce, Ottawa, selected industrial commissions, and the industrial bureaus of Boards of Trade where such bureau forms
part of the organization.
Under headings which might be classed as " special investigations " rather than " trade
extension " or " industrial expansion," the Bureau has undertaken important work during the
year. The scope of such investigations contemplates assistance in problems of transportation
and rates, representation on outside committees relating to industrial endeavour, investigation of factory conditions, assistance in organization and display at exhibits of British Columbia produce, the participation in campaigns to focus attention on locally manufactured articles
and to encourage their use in contracts awarded, assistance to the building material industry,
and assistance in advertising campaigns.
Under this last heading during the first months of the present year effective co-operative
contact was established and will be maintained with the London Committee of the " Canada
Calling Campaign," which is administered by the Department of Trade and Commerce in
Ottawa. This campaign centralizes the attention of the United Kingdom consumer on Canadian food products, and British Columbia should receive its fair share of publicity as the
On May 1st, 1938, Dr. J. Allen Harris, of the University of British Columbia, was engaged
by the Department to make a survey of the industrial opportunities in British Columbia for
wood-waste, his excellent report on the Physical and Chemical Utilization of Wood was
released in December, 1938, and is in demand by those interested in the forest resources of
British Columbia. It is regarded by the industry as a useful base for future research in this
particular field.
" Department of Industries Act, 1919."
Following is statement covering loans and guarantees outstanding under the " Department of Industries Act, 1919." Every effort is being made to collect these accounts and with
two exceptions satisfactory progress is being made:—
Statement of Loans and Guarantees outstanding, March 31st, 1939.
Principal. Interest.
Acme Cabinet Works  $1,343.99 $383.88
B.C. Livestock Exchange  25,000.00 844.54
Canadian Western Woodworks  9,799.70 2,099.92
Gordon Campbell Investment Co., Ltd  29,650.00 448.11
James Canadian Seeds, Ltd  59,999.96 24,545.94
William Kelsey  229.16 1.48
Fort St. John Flour Mills  16,009.58 4,217.62
T. H. Waters & Co  15,807.16 1,908.63
West Coast Woollens  11,367.80 84.10
Gray's Lumber Mills, Ltd ..  $2,603.71
Nicola Pine Mills  (1937), Ltd '..  21,705.32
Big Bend Cedar Pole Co., Ltd. (White Pine Lumber Co., Ltd.)...- 17,813.78
In presenting this Report a word of introduction might be provided to show the origin
and background of the Bureau of Economics and Statistics. With the enactment of the
" Department of Trade and Industry Act " on December 10th, 1937, the " Economic Council
Act, 1936," was repealed. The Research Department of the Economic Council, comprised of
a small group of trained research workers, was at the same time transferred to the new
Bureau of Economics and Statistics. The Director was appointed on January 25th, 1938, and
the appointment of other permanent officials of the Bureau followed on April 1st. Organization of the Bureau was not actually commenced, however, until June. Between January and
May of 1938, all members of the staff were attached to the secretariat assisting Dr. W. A.
Carrothers in preparing factual material for the Provincial Government's submission to the
Royal Commission on Dominion-Provincial Relations. Upon the termination of this special
work a programme of routine and research activities as well as of organization was initiated.
Although the powers and duties of the Bureau of Economics and Statistics are in general
similar to those of the former Economic Council, there is one important difference: The
Bureau is, in addition, expected to collect and compile statistics under its own authority, in
conjunction with other Provincial Departments and also with the Dominion Bureau of
Statistics. It is, moreover, instructed to provide a co-ordinated and integrated system of
Provincial statistics. During the summer months of 1938 preliminary conversations on the
question of co-ordination were held with executive officials of the Departments of Mines,
Provincial Secretary, and Labour. As a result of these conversations, separate agreements
were reached with each of these Departments on all questions appertaining to the collection FF 10
and compilation of statistics in their particular fields. These agreements are reported more
fully under the Division of Mining Statistics, Labour Statistics, and Mechanical Tabulation.
In the fall of 1938 preliminary conversations were held with executive officials of the
Dominion Bureau of Statistics in Ottawa. A basic plan of co-operation was formulated and
preliminary arrangements made for a series of particular agreements with certain of the
main branches of the Dominion Bureau—such as the Mining, Metallurgical, and Chemical
Branch—to come into effect in 1939. In general, these arrangements provided that the
Bureau of Economics and Statistics would assist the Dominion Bureau in the distribution,
collection, and editing of certain schedules. In return the Bureau of Economics and Statistics
would receive a copy of each completed schedule, or its equivalent. In this way a common
source of information will guarantee uniformity of results and eliminate the possibility of
overlapping between the two authorities. The importance of these agreements lies principally in the fact that much information collected by the Dominion Bureau of Statistics can
now be made available to the Province of British Columbia for regional and other analyses
without duplicating the work of the Dominion Bureau of Statistics or adding to the statistical
burdens of industry.
The present organization of the Bureau is shown graphically in Chart I.
Organization Chart.
General Office.
Research Division.
External Trade.
Internal Trade.
As may be seen from the Organization Chart, the Bureau is divided into four main divisions: The Research Division, the Mining Division, the Labour Division, and the Mechanical
Tabulation Division. Each division is directly responsible to the Director. A central stenographic pool enables the Bureau to perform its heavy clerical tasks with a minimum number
of employees. The Director, prior to his appointment, was secretary to the Economic Council.
In the Research Division four technically qualified research assistants are employed. Two of
them, with experience on the Economic Council research staff, are in charge respectively of
internal and external trade statistics. In charge of the Mining Division is an experienced official
who was transferred from his position as statistician in the Department of Mines. In charge of
the Labour Division is a responsible official of the Department of Labour on loan to the
Bureau of Economics and Statistics. The Supervisor and staff engaged in the Mechanical
Tabulation Division are all experienced punch-card operators transferred from the Division
of Vital Statistics, Department of the Provincial Secretary. r
A Distribution of the Trade of British Columbia, By Foreign Countries and Canadian Economic Areas3   Calendar Year 1938
FF 11
Programme of Work.
Although the Bureau did not complete its organization until the spring of 1939, a heavy
research and statistical programme has been under way most of the year. For convenience
the details of the work accomplished are discussed under each respective division. The
Bureau has, in addition to its regular work, received and answered hundreds of inquiries
from business-men and the public seeking information.
Upon terminaticn of the work required in connection with the visit of the Rowell Commission, research-work in this Division was resumed.
Occupational Survey of Public School Students.
For the first time the Bureau conducted a survey in June, 1938, in collaboration with the
Department of Education and with the co-operation of School Boards and teachers throughout the Province, of children leaving Grades VII. to XIII., inclusive, at the close of the school-
year. The objective of the survey was to ascertain the probable number leaving school, their
reasons for leaving school, and the occupations or special training which the students would
seek thereafter. Although quite satisfactory from the point of view of quality, it was considered that many students, uncertain as to their probable movements, had been omitted. The
results of this survey were accordingly held over.    It is intended to repeat this survey in June,
Reports on the Trade of British Columbia.
Continuing the work of the former Research Department of the Economic Council, the
Bureau has compiled a report dealing with the trade of British Columbia with other Provinces
and with other countries during the calendar year 1937, and a similar report for the year
1938 is in final preparation. The Bureau has also taken important steps to improve and to
expedite the publication of trade statistics. In the fall of 1938 the Bureau entered into an
agreement with the Customs Compilation Division, Dominion Bureau of Statistics, which
arranged that, commencing January 1st, 1939, a special monthly statement would be provided
the Bureau by the Federal authorities showing the quantity and value of each commodity
moving inwards or outwards through customs ports in British Columbia. A summary of this
information is now released regularly each month by the Bureau. In addition, numerous
special trade and market studies have been conducted through the year.
The Trade of British Columbia with other Canadian Provinces, the British Empire,
and all Foreign Countries, Calendar Years 19S6, 1937, and 19S8.
Country or Province.
Imports into
British Columbia.
Exports from
British Columbia.
Total Trade.
Other Canadian Provinces—
British Empire  (excluding Canada) —
1937   __	
Foreign Countries—
1936                               . -	
1937 -  -	
Ship's Stores—
1936                                    .
1938 * 	
1938t -   	
* Revised since publication of 1937 report.
t Preliminary. FF 12
Economic Survey of the Area Adjacent to the Canadian National Railways
between Prince Rupert and Yellowhead.
During the year the Bureau has been collecting factual information about the area
between Prince Rupert and Yellowhead, but it has not been possible to advance the research-
work beyond the half-way mark. The survey is designed to show the economic possibilities
and problems of the region.
Industrial Surveys.
The Bureau has completed a number of special industrial investigations at the instruction
of the Provincial Government; most of them have arisen in connection with matters of an
inter-departmental nature.
Occupational Survey of Vancouver Island.
The Bureau co-operated with officials of the Department of Labour in the conduct of a
special occupational survey on Vancouver Island during the spring of 1939.
Cost of Living in British Columbia.
An index showing the variation in the price of principal food commodities has been prepared quarterly. This information is compiled for the particular use of certain Departments
of the Provincial Government. As the following table reveals, the index of food prices has
been declining steadily since 1937.
Cost of Living Index (Food Budget) in British Columbia.
(1936 = 100.)
Other Reports.
In addition to the projects outlined previously, the Bureau has prepared approximately
150 special  reports and memoranda for  officials of the  Government dealing with various
A tentative agreement between the Department of Labour and the Bureau of Economics
and Statistics has been in existence during the past fiscal year. An official of the Department
of Labour, loaned to the Bureau, was placed in charge of the Labour Division, and the several
statistical surveys conducted annually by the Department of Labour have been this year completed under a joint agreement with the Bureau of Economics and Statistics. Plans have
been prepared to link this division with the monthly survey-work carried on by the Employment Division of the Dominion Bureau of Statistics, in order that the Provincial Government
might have access to regional employment information not published at the present time by
the Federal authority.
On October 1st, 1938, a series of conferences between officials of the Department of the
Provincial Secretary and officials of the Department of Trade and Industry culminated in
an agreement to transfer the efficient mechanical tabulation unit of the Division of Vital
Statistics to the Bureau of Economics and Statistics. It was also provided that statistical
data compiled regularly in the Provincial Board of Health and Welfare Service would be
co-ordinated through the Division of Vital Statistics with whom the Bureau of Economics and
Statistics would have a mutual understanding.
The Mechanical Tabulation Division is fully equipped with both numeric and alphabetic
tabulating equipment. The Hollerith punch-card method of tabulating has been found adaptable to many phases of the public service, and to provide low-cost operation the Mechanical DEPARTMENT OF TRADE AND INDUSTRY. FF 13
Tabulation Division has done a large volume of custom work for other departments.    Operators must be specially trained to operate the numerous types of equipment in this Division.
In the fall of 1938, conversations took place between officials of the Department of Mines
and officials of the Department of Trade and Industry. As a result of these discussions a
formal agreement was prepared under which the Bureau of Economics and Statistics undertook to continue the work of compiling mineral statistics—to the satisfaction of the Deputy
Minister of Mines—for the Department of Mines. Under this agreement the statistician
responsible for mineral statistics in the Department of Mines was transferred to the Bureau
of Economics and Statistics, when he was placed in charge of the Mining and Metallurgical
Division in the Bureau. All existing arrangements between the Department of Mines and the
Dominion Bureau of Statistics were transferred intact in the Agreement.
The Bureau has several regular reports which are available to the public on request,
The Annual Report on the Trade of British Columbia with Other Provinces and with
Foreign Countries.
Monthly Press Release, the Trade of British Columbia with Foreign Countries  (excludes Trade with Other Provinces).
The British Columbia Government Travel Bureau was formed under the style of Bureau
of Industrial and Tourist Development under an Act of the British Columbia Legislature
creating the Department of Trade and Industry, of which it is a branch. It was formed by
reorganization of the Bureau of Provincial Information, which had functioned in varying
degree since it was established essentially as a statistical bureau in 1894 to assemble and
provide information dealing with the varied resources and industries and generally with all
Provincial activities; to deal with general publicity and advertising; prepare and publish
literature;   and perform miscellaneous other duties.
The duties of the Bureau of Industrial and Tourist Development were set out as: "(a.)
To stimulate and aid the tourist traffic, and (6) to secure information and to advise as to the
establishment of new industries in the Province, where it appears that such industries can
profitably be carried on." Amendments made by the Legislature to the Act in 1938 changed
the name of the Bureau to the " British Columbia Government Travel Bureau," and redefined
its duties. Those relating to industrial development were transferred to the Bureau of Trade
Extension. Consequently, while it has been obliged to retain various other functions, notably
respecting information, general publicity, and advertising, the essential duties of the Bureau
deal with the stimulation of the tourist industry and the promotion of tourist traffic. This
involves many and varied activities, much research, considerable detail; and also the intervention of experienced highly specialized technical knowledge and skill.
British Columbia has remarkable opportunities for development of an important tourist
industry, and the Bureau is steadily furthering plans to extend that development. It has the
advice of the British Columbia Tourist Council and its aid toward that end. Under authority
of an amendment to the " Department of Trade and Industry Act," passed by the Legislature
in 1938, the Tourist Council was organized as a non-executive study and advisory body to
make recommendations based upon its studies bearing upon promotion of tourist traffic and
development of the tourist industry. Though it has been in existence but few months it has
already studied many phases and made various recommendations which have tended to aid
the work of the Bureau.
Neglecting subsidiaries, three essentials are requisite to development of a successful
tourist industry. Firstly: Attractions, recreational facilities, and other touristic resources.
Secondly: Equipment to provide access and cater in various ways to tourist travel. Thirdly:
Promotional activities—advertising, publicity, and other features of " sales promotion "—and
sound organization, including co-ordinated activities of contributing and co-operating agencies. FF 14 BRITISH COLUMBIA.
British Columbia is abundantly provided with attractions and resources in great diversity; large measure of equipment; and the British Columbia Government Travel Bureau and
also local tourist bureaus and other agencies have engaged energetically to deal with the promotional factor with result that the tourist industry has already become an important feature
in the economy of the Province. With the extent, variety, and excellence of the resources and
range of opportunities available, it can be made much more important.
Although it is quite obvious that the industry is valuable, neither the volume or value
can now be computed with accuracy owing to lack of complete data respecting many phases.
Conservatively estimated, on basis of such information as can be procured, it seems evident
that present tourist traffic reaches a number approximately equalling the population of the
Province and that the army of friendly visitors circulate at least thirty millions of dollars each
year; probably more. There is scarcely any form of business, trade, profession, service, or
individual not benefiting, directly or indirectly, in some degree as a result of this incursion
and its expenditures. The imported millions of dollars spent by the visitors increase the
capital and the purchasing-power of the Province: stimulate business, production, trade,
and commerce. The tourist traffic provides large measure of employment, both directly and
indirectly. It results in adding desirable elements to the population and in increasing the
taxable wealth. It aids in increasing investments; supports a great tax-paying capital investment; and, among other benefits, it contributes measurably, both directly and indirectly,
to the public treasury. The tourist traffic, in fact, obviously has important bearing upon the
general economy of the Province.
It will, however, be difficult to measure the volume, and the value, of the tourist traffic
with close approximation until more complete information dealing with many phases is available. The only definite accurate information now obtainable is that presented of the number of
foreign motor-cars checked in the several classes at customs ports on the International border
and reported by the Dominion Bureau of Statistics. This authority, also, annually presents
averages computed for Canada of the passengers, stay, expenditure, and mileage travelled.
These averages, however, are based upon information obtained from a small proportion, and
variations due to differing conditions which prevail affect their value when they are applied
to a Province. The Dominion Bureau of Statistics also presents figures purporting to show
the numbers arriving by rail and steamship from the United States and similarly provides
averages indicative of their stay and expenditures; but the methods used, as noted below,
render the figures relating to rail travel of little value from a Provincial standpoint. The
ocean steamship, also bus, ferry, plane, and other forms of travel are not shown segregated by
Provinces. Various phases, some of which contribute importantly, are not taken into consideration—including steamship excursion, hunting, fishing, yachting, and other recreational
forms; domestic travel; inter-provincial rail and motor travel, tour party, convention, and
others. Also, not taken into account, is further motor traffic of United States cars entering
elsewhere and crossing over the Alberta border into British Columbia.
Consequently, computation of the tourist traffic of British Columbia must be made in part
computed from such information as is provided by the Dominion Bureau of Statistics; in
part from assumed proportions which can be estimated as contributing to the British Columbia
traffic; and in part by estimation based upon such fragmentary information as is available
respecting other phases not taken into consideration in the figures presented by the Dominion
Part one includes the direct motor traffic checked through border customs ports;
travellers' vehicle permits issued to other cars, many of which make frequent trips; and rail
and steamship traffic from the United States. The motor traffic does not represent the total
volume. Further, unrecorded traffic, both of United States and Canadian cars, enters by
way of Alberta and considerable traffic from other Provinces is to be added to the foreign
traffic as shown entering through the customs ports. The total shown purporting to represent
rail travel from the United States is probably not 40 per cent, of the actual travel. The bulk,
other than about 5 per cent, shown for other railways connecting from the United States with
the British Columbia border, is credited to traffic over United States railways entering from
the south at White Rock and to that crossing the northern border on the White Pass and
Yukon Railway;  and none is credited to travel over the two main transcontinental lines, this DEPARTMENT OF TRADE AND INDUSTRY.
FF 15
travel being shown for the eastern Provinces.    The travel, under these heads, as computed
from the averages provided, and expenditures calculated on like basis, was as follows:—■
Motor-car from U.S.—
Rail from U.S	
Motor-car from U.S.—
Rail from U.S 	
* Estimated.    The number was not shown for 1937.
t Averages for 60-day traffic were shown as $93.43 for 1937, $94.64 for 1938, and average was not given for
6-month cars. In 1938 a weighted average of $94.78 was given to cover both 60-day and 6-month cars, and like
proportion was added in computing expenditures of these classes for 1937.
Part two is an estimate based on assumption that 25 per cent, of ocean steamship travel
and 8 per cent, of bus, plane, ferry, and other traffic—classes shown only for Canada without
segregation—can be credited to British Columbia. Ocean travel was shown for Canada as
15,463 persons with expenditures of $14,683,000 for 1938; 15,115 persons with expenditures
of $16,972,000 for 1937, of which an assumed proportion of 25 per cent, for British Columbia
landings would be 3,866 persons and expenditures of $3,670,750 for 1938; 3,779 persons,
expenditures of $4,243,000, for 1937. Bus, plane, ferry, and other travel was shown as
2,500,000 persons with expenditures of $20,000,000 for Canada in 1938; 3,500,000 persons
and expenditures of $27,000,000. These figures were based on the assumption of a per capita
expenditure of $7.50. Assuming that 8 per cent, can be credited to British Columbia, the
totals would be 200,000 persons with expenditures of $1,600,000 for 1938; 280,000 persons
and expenditures of $2,160,000 for 1937.
Part three comprises other classes not taken into consideration in the estimation of tourist
traffic by the Dominion Bureau of Statistics. Some have high average ranges of expenditures.
Approximation of these classes can be based only upon incomplete information—fragmentary
in some cases. Additional motor travel via the Alberta border of U.S. and Canadian cars
and further traffic of cars from other Provinces through customs ports are known to exceed
12,000; and based on like averages as those given for the motor travel as shown, would add
at least $1,120,000 to expenditures of visiting motorists. Rail travel from the United States,
as shown by the Dominion statisticians excludes all traffic by the transcontinental railways
which is credited to the Province first entered. Consequently it can be assumed that, in light
of incomplete reports, at least 40,000 can be added to this class, with expenditures, based on
like averages as shown, of about $2,400,000. Also, Canadian rail travel is to be considered.
Alaska steamship excursion travel exceeds 6,000; and, assuming average expenditure of $200,
would add $1,200,000. Also coastal and trip excursion business is to be considered. More
than 500 hunting parties were reported, with estimated average expenditure of $1,000, adding
a further $500,000. To these classes is to be added fishing, yachting and other recreational
forms, tour party, convention, and others.
Thus, taking the figures shown in parts one and two—the first computed from figures and
averages published by the Dominion Bureau of Statistics, the second computed on assumption
of British Columbia having enjoyed 25 per cent, of the ocean steamship travel, and 8 per cent,
of the bus, ferry, plane, and other classes for which totals are given only for the Dominion as a FF 16
whole, the showing of expenditures for these combined classes would be $28,533,257 for 1937
and $26,901,250 for 1938. The other classes, for which incomplete information is available, referred to in class three, can be assumed—with drastic reduction for possible over-
estimation or duplication—to have added at least $5,000,000. It would seem obvious that the
tourist traffic of British Columbia circulates more than $30,000,000—probably much more.
Motor-cars enter the Province for tourist travel through twenty-three border customs
ports at which the arrivals are checked. The figures given are those only of United States
cars, and no segregation is" made of Canadian cars to indicate the traffic from other Provinces.
There is considerable further travel which comes by way of Banff and Crowsnest, inclusive
of both United States and Canadian cars from other Provinces, which are not included in
these totals. The figures shown for arrivals of United States by ports for the calendar years
of 1937 and 1938 were as follows:—
48 Hours.
60 Days and
48 Hours.
60 Days and
Aldergrove   -	
242   '
Similkameen- - — -
Kingsgate -    - 	
Rykerts . 	
Origins of Motor Travel.
Origins of the motor traffic from the United States, shown in proportions for the several
groups of States in various regions, were as follows:—
1937. 1938.
Per Cent. Per Cent.
  91.26 87.76
     2.98 4.80
     2.59 3.43
East Central      1.64 1.95
North Atlantic      0.86 1.20
South Atlantic _     0.45 0.62
Others  ' ....    0.22 0.24
Pacific States	
Mountain States
The promotion of tourist traffic has become big business; and requires like methods and
technique of big business, notably advertising and publicity. The abundant and diverse
resources possessed by the Province are assets forming a stock-in-trade available for sale,
without diminution, through ensuing years; and they can be considered similarly as any
commodity for which sales are sought in volume. Development of an advertising plan
requires knowledge of the commodities which it proposes to sell, and, consequently, the Bureau
is called upon to prepare and classify considerable documentation dealing with resources,
equipment, and other appurtenant matters. Also, it has to study conditions relating to the
actual and potential markets, travel trends, media available to reach potential customers; in
fact, the planning of the advertising campaign requires considerable research and study.
The advertising campaign of the Bureau for tourist-traffic promotion during 1938 comprised a total of 331 advertisements published in seventy publications, both newspapers and
magazines, and use of fifty-one billboards. The campaign had the dual objective of furthering
the development of traffic from the Pacific and Western States upon which attention had been
largely directed in the past, and also to seek to widen the travel markets. The regional campaign in the Pacific and Western States utilized twenty-seven newspapers—published in California, Oregon, Washington, Colorado, Utah, Arizona, and Oklahoma—once per week for nine
weeks, using substantial space in each insertion; also five motor magazines, used twice,
monthly. The national campaign included use of two issues of the National Geographic
magazine, four of Time magazine, one of the Instructor, two incorporated in a syndicated
page published in Newsweek, American Mercury, Current History, Forum and Century, and
Nature magazines, and twenty-six magazines of the Graduate group published by leading
United States Universities; eight issues of the Christian Science Monitor, and special travel
issues of New York and Chicago newspapers. The outdoor advertising comprised use of
fifty-one billboards—ten 10 by 25 feet and forty-one 6 by 12 feet—attractively painted. Nine
of the large boards were erected in California, one in Oregon; thirty-one of the smaller
boards in California, five in Oregon, and five in Washington.
That the advertising plan—which was reinforced by an energetic publicity campaign—
was successful was indicated by the fact that not only was increased number of inquiries
received but also that while most other regions showed a decline in the volume of travel compared with that of the preceding year travel to British Columbia was maintained. Also, the
increased proportion of motor travel from the States east of the mountains indicated the value
of advertising on a national basis. The media used in the Bureau's advertising campaign,
comprising use of 108,650 lines, during the 1938 season and totals of the circulations obtained
were as follows:—
National  Advertisements.        Circulation.
National Geographic Magazine   2 2,264,158
Time   4 2,765,964
Instructor   1 118,266
Where-to-Go Syndicate—
Newsweek  4 1,120,712
American Mercury   2 143,622
Nature   2 128,820
Current History   2 84,624
Forum and Century   2 84,302
Graduate Group (26)   56 328,000
Christian Science Monitor  8 1,101,744
New York American (Sunday)   1 1,054,116
New York Journal  1 647,204
Chicago Daily News  1 440,871
Total  .     86 10,282,403 FF 18 BRITISH COLUMBIA.
Regional— Advertisements.        Circulation.
Los Angeles Times   9 1,873,098
Los Angeles Examiner  9 1,832,310
Los Angeles Herald-Express   9 2,595,285
Hollywood Citizen-News   9 240,003
San Diego Union  9 246,626
San Diego Tribune  9 288,342
San Francisco Examiner   9 1,512,990
San Francisco Chronicle  9 1,003,257
San Francisco Call-Bulletin   9 1,100,763
Oakland Tribune   9 705,402
Sacramento Bee   9 572,292
Fresno Bee  .  9 405,810
Portland Oregonian   9 1,029,807
Portland Oregon Journal   9 974,412
Seattle Post-Intelligencer   9 930,240
Seattle Times   9 927,918
Spokane Spokesman-Review   7 320,652
Spokane Chronicle   7 442,512
Wenatchee World   7 363,062
Yakima Republic   7 81,102
Denver Post   9 1,422,675
Salt Lake City Tribune  9 531,306
Salt Lake City Telegram  :..... 9 243,063
Phoenix Republic   9 329,607
Phoenix Gazette  9 131,589
Oklahoma Times   9 1,194,903
Motor magazines—
Westways   2 121,672
Motor Land  2 159,400
National Motorist  2 72,740
Oregon Motorist   2 13,200
Intermountain Motorist   2 6,000
Total    245 21,726,308
Grand total   331 32,008,711
The distribution of the advertising messages circulated by regions was:—
Per Cent.
Pacific Coast States   18,964,331 59.25
Mountain        2,955,050 9.23
West Central      2,266,758 7.08
East Central     2,162,115 6.76
North Atlantic      4,033,640 12.60
South Atlantic        684,207 2.14
Canada        292,381 0.91
U.S. Possessions and Foreign        650,229 2.03
Total   32,008,711 100.00
Advertising in Particular Local Interest.
Incorporated in the regional newspaper advertising campaign were advertisements prepared with essential features designed for particular benefit of cities and regions; and, to
assist local bureaus whose executives were consulted concerning preparation of this material,
the inquiries received from these, as also from all other advertisements, were relayed to them
for local attention.    Similarly, local interests were considered in preparation and distribution DEPARTMENT OF TRADE AND INDUSTRY. FF 19
of publicity material.    In addition to the Bureau's advertising the Game Commission placed
advertisements in Field and Stream, Outdoor Life, and Sports Afield to appeal directly to
hunters and fishermen.
Auxiliary to the direct advertising an energetic publicity campaign was undertaken.
Features of this included exhibits, syndicated illustrated newspaper layouts, preparation and
distribution of newspaper and magazine articles, radio scripts, material for authors, lecturers,
broadcasters, and others;   distribution of photographs, circulation of motion-picture films, and
other effoi*ts
Exhibit at San Francisco Exposition.
Arrangements were effected for suitable space in the Hall of Western States, and after
plans designed by the Bureau had been approved material was prepared and assembled representative of the resources, industries, and attractions of British Columbia. The exhibit was
erected and installed in accordance with the Bureau's plans and was complete in readiness
for the opening of the Golden Gate International Exposition in February. Mr. W. Lloyd
Craig, who was placed in charge of the exhibit as Commissioner at San Francisco for British
Columbia, remained at the exhibit and was assisted by a staff of attendants and a detachment
of British Columbia Police. The exhibit has attracted considerable favourable comment.
Registration lists were provided and the sheets were mailed daily to the Bureau for attention.
For some weeks these were copied and relayed to the Vancouver and Victoria Bureaus, which
then, at suggestion of the Bureau, joined in publishing a pamphlet prepared in their combined
interests which was furnished to the Bureau and incorporated with the literature sent by it
to the registrants.
Outing Show at Los Angeles.
The Bureau prepared a special display which was exhibited and tended by the Commissioner at the annual Outing Show of the Automobile Club of Southern California at Los
Angeles in April. The exhibit featured a number of selected enlarged photographs depicting
attractive scenes in various portions of the Province, also casts of sport fishes and game
trophies. It was given prominent position and attracted much attention. The show was
attended by over 200,000. Registrations were made of persons stating intent to visit the
Province, with notations of features of information desired by them, and over 1,200 were
dealt with. Large proportion made a visit. The Bureau enjoys beneficial co-operation of the
Automobile Club of Southern California, which sponsored the show and serves in various ways
to promote and direct travel to British Columbia. The Bureau also co-operated with the
Pacific Northwest Tourist Association, which included material provided by the Bureau in an
exhibit made at a sports show at Chicago.
Syndicated Newspaper Features.
Arrangement was made with the Gilliam Publicity service for production, circulation,
securing, and proving publication of a series of eight illustrated three-column layouts dealing
with various phases of the touristic resources. These articles, prepared from material forwarded by the Bureau, were distributed weekly in form of matrices to 1,000 newspapers published in forty States for eight weeks, and tear-sheets subsequently provided indicated large
proportion of publication occupying space which would have cost in excess of $50,000 assessed
at advertising rates.
Distribution of Publicity Material.
Large volume of publicity material was prepared and circulated by the Bureau using
various media; and much space was obtained in newspaper and magazines. Inclusion was
made of material dealing specifically with various cities and districts. Material was forwarded to broadcasting-stations for inclusion in travelogue programmes; also furnished to
authors, lecturers, teachers, and others. In fact, every opportunity was seized to secure
distribution of publicity to extend the knowledge of the attractions of the Province.
Distribution of Photographs.
Following standardization of the photographic library enabling economic production of
prints, a large number of photographs were distributed to publications, supplied to editors,
authors, and others;  used to illustrate publicity articles, booklets, and advertising material. FF 20 BRITISH COLUMBIA.
Motion Pictures.
A film library has been built up from various sources from which, during the year, motion
pictures were loaned for showings. Some additions were made during the year of films produced by the Bureau, including one depicting the tour of British lumbermen which has been
widely shown in the United Kingdom, and others dealing with sport fishing, ski-ing, and
scenic features. Arrangement was made with Travel Films, of Vancouver, which produced
several films in colour depicting attractions of various districts whereby showings were made,
accompanied by a lecture, at cities and towns of the Prairie Provinces during the spring
months; and copies of these films were obtained for inclusion in the Bureau's film library.
Certificates signed by sponsors of the showings forwarded to the Bureau indicated that these
films were viewed by many thousands.
During the year 163,109 pieces of literature were distributed. In addition to those used
to satisfy inquiries, supplies were forwarded to various agencies which co-operated to aid
distribution. Literature affords the most efficient and economic means of satisfying inquiries
and is a valuable aid to publicity. The booklets compiled and published by the Bureau, which
are attractively prepared and compare to advantage with those issued by competing organizations, are restricted to such booklets as are essentially required in order that adequate volume
may be available. They include an illustrated broadcast folder with map; a souvenir booklet
illustrated in four colours dealing broadly and concisely with attractions in general; an illustrated road guide with strip-maps dealing with highways and routes; and a well-illustrated
booklet dealing with the sporting features. Also, a booklet dealing with Tweedsmuir Park,
and to commemorate the visit of the Governor-General and Lady Tweedsmuir, was prepared
for the Department of Lands. In addition various leaflets, bulletins, and circulars were
issued dealing with regulations and differing informative features. The Bureau acts, also,
as a clearing-house for literature of local bureaus, resorts, transportation, and other interests,
the Canadian Travel Bureau and other Federal bureaus.
Road Bulletins.
Combining to serve potential travel and further publicity the Bureau, with co-operation
of the Public Works and Police Departments to provide and forward the necessary timely
information, prepared and distributed road bulletins fortnightly throughout the travel season.
These bulletins were forwarded to more than 250 organizations, including motor associations
and clubs, travel bureaus, newspapers, boards of trade, and others. Some of these organizations gave further circulation to the information through newspapers and branches of motor
Contacts and Co-operation.
The Bureau has built up valuable contacts with numerous organizations and interests
which co-operate in many ways to enable extension of publicity, further distribution of literature, dissemination of information, direction of travel, and otherwise. These co-operative
relations were extended during the year. In order to maintain and augment these connections
periodic visits are requisite; and in April the Commissioner, incidental to arrangements
relating to advertising and tending the display made at the Outing Show at Los Angeles,
visited and conferred with large number of executives and officials of motor organizations,
travel bureaus, transportation and oil companies, hostelry and other interests, newspapers,
magazines, advertising agencies, radio broadcasting companies, film producers, and others.
Various arrangements were effected, some of which were quite beneficial, and some valuable
information was obtained. Incidentally, considerable volume of publicity through media of
newspapers and radio stations was obtained.
The number of inquiries received were much in excess of those received during the preceding year. In addition to those drawn directly as a result of the Bureau's advertising and
publicity further numbers were received from the Canadian Travel Bureau, and also as result
of a reciprocal arrangement for interchange, from the Washington State Progress Commission and Evergreen Playground Association.    The Game Commission co-operated in dealing DEPARTMENT OF TRADE AND INDUSTRY. FF 21
with inquiries relating to hunting and fishing. The direct inquiries were relayed to local
tourist bureaus. The numbers of inquiries received during the year, compared with those of
the preceding year, and sources were:—
1937. 1938.
General Tourist Inquiries     2,562 7,025
Game Commission        1,141
Los Angeles Outing Show       1,020
Canadian Travel Bureau     6,010 3,701
Washington State Progress Commission        21,406
Evergreen Playground Association        4,496
Miscellaneous         515
Total Inquiries      8,572 39,304
Literature  10,306 163,109
Also, during the past year, 9,993 inquiries of general nature dealing with settlement,
resources, and other matters were dealt with.
The " Department of Trade and Industry Act" enabled creation of a Provincial Tourist
Council as a non-executive advisory body to study matters relating to the tourist industry and
its promotion and to make recommendations based upon its studies. The members, subsequently appointed by Order in Council, including seven representatives of departments of the
Government service and six representing local bureaus and districts, are:—
E. G. Rowebottom (Chairman).. Deputy Minister, Trade and Industry.
J. Gordon Smith Commissioner, Government Travel Bureau.
T. W. S. Parsons Commissioner, British Columbia Police.
E. C. Manning Chief Forester, Department of Lands.
Arthur Dixon Chief Engineer, Department of Public Works.
John V. Fisher Assistant Deputy Minister, Department of Finance.
F. R. Butler Member, Provincial Game Commission.
E. H. Adams Director, Vancouver Tourist Association.
G. I. Warren Commissioner, Victoria and Island Publicity Bureau.
T. W. Brown Solicitor, Prince Rupert.
J. B. Spurrier President, Fish and Game Club, Kelowna.
W. H. J. McMillan Kamloops Board of Trade.
W. H. M. Whimster. . Nelson.
The Council held its initial meeting, opened by the Minister, at Vancouver in January
and discussed various factors relating to improved development of tourist traffic. Importance
of complete knowledge and documentation of attractions, recreational and other resources,
and equipment of differing regions was stressed and it was suggested that local bodies could
aid in this respect. Recommendation was made that the Government Travel Bureau engage
to influence establishment of local bureaus as self-supporting regional organizations to take
advantage of the Bureau's promotional activities for local benefit, and to otherwise engage
by their own initiation and support, in co-operation with the Government Bureau, to serve
their respective regions. It was considered that local bureaus could deal effectively with the
range of " receptive, regulatory and improvement" duties, assemble local information, and
provide local literature.
Recommendations were made regarding inducement of travel to Interior regions, especially from Coast cities, and, following discussion of various suggestions, it was resolved to
recommend that efforts be made to further acquaint British Columbians with the attractions
of their own Province.
Improved collection of statistics relating to tourist traffic was discussed, and after the
Commissioner indicated misleading impressions created due to methods adopted of assembling
statistics relating to outward motor traffic, and incompleteness of figures given as representing rail travel to the Province from the United States, it was recommended that steps be
taken to secure the co-operation of the Dominion Bureau of Statistics, Customs, and Immigra- FF 22 BRITISH COLUMBIA.
tion services to endeavour to secure adoption of methods which would enable presentation of
figures more in line with actual conditions.
The marking of historic sites and objects, geographical and other features, was discussed,
and it was recommended that the Bureau institute a policy to give effect to this development
on basis of a continuing plan. Other matters discussed included stimulation by local organizations of celebrations and events; development of local handicrafts; use of local products
and souvenirs; maintenance of standards of accommodations and catering; liquor laws; and
highway improvements.
In accordance with the recommendations of the Council the Bureau made plans to give
effect to them, and its programme prepared for 1939 was arranged to incorporate efforts to
arouse local initiative in various sections of the Province to form local bureaus; to develop
a "See British Columbia First" campaign; to make efforts to secure improvements in the
assembly of statistical data dealing with tourist traffic; and, following research, to develop a
plan for marking historic sites and preserving historic objects with relation to development
of tourist travel.
The Forest Branch, continuing activities begun in 1936 when a Forest Training crew
improved Elk Falls Park on Vancouver Island, further extended the improvement of attractions. The administration of parks has been placed under the Forest Service and, largely
with use of relief crews, many improvements have been effected. Some thirty-five parks,
varying in area from Tweedsmuir Park covering 3% million acres to many small scenic points
of less than an acre in extent, have been gazetted, and fifteen others reserved against alienation, though not gazetted. Many beauty-spots have been made accessible by road-construction
and trail improvements; conveniences for campers and other works have been constructed.
The Game Commission has co-operated to stock lakes and fishing-grounds; and in some places
steps have been taken to induce establishment of fishing camps and lodges.
On Vancouver Island development has been made at some picturesque waterfalls—Elk,
Medicine Bowls, Englishman River, Skutz, Little Qualicum, and Stamp. John Dean Park
near Sidney has been made accessible and improved. Work has been done at Peace Arch
Park, near Blaine; King George VI. Park, near Rossland; Kokanee Park, Tweedsmuir Park,
and at Silvertip Falls on Big Bend Highway. In co-operation with municipal and public
bodies work has been undertaken at Cultus, Harrison, Glintz, and Thetis Lakes; Copeland and
Mount Douglas Parks. To cater both to summer visitors and winter sports, consideration
has been given to ski-ing facilities on Hollyburn Ridge, Grouse Mountain, Mount Seymour in
Garibaldi Park, and on the Forbidden Plateau on Vancouver Island.
Ski-ing Facilities.
A survey was made during the spring months for the Bureau of ski-ing facilities on
Hollyburn Ridge, Grouse Mountain, and Mount Seymour; also investigation of other ski-ing
areas, respecting proposals for creation of a mountain park and development of ski-ing
resources. This recreation—a winter sport in most regions—is also a spring pastime in
Coast and Vancouver Island areas and has developed much in recent years. Though development has taken place in some regions, British Columbia's ski-ing grounds cannot yet compete
successfully with the Banff, Washington, Oregon, and Idaho grounds; but there is opportunity for development of a park area on the mountains sloping to Burrard Inlet especially
capable of surpassing any of these areas, notably from the standpoints of accessibility, extensive and varied ski terrain, natural beauty, magnificent aspects, mild climate, and long season.
Transportation facilities and accommodation, however, will be requisite to class this area as
a tourist attraction capable of successful competition. This region has advantages enabling
it to become a potential ski-ing ground comparable with any on the continent. It has heavy
snowfall on the upper levels at times when golfers play on open courses in the region below,
long season, and alluring surroundings.
Ski-ing, which must be treated as a special phase of tourist-traffic attraction as it is a
recreation sought at other seasons than those when travel is mainly attracted, is developing
much. Revelstoke, formerly a centre for ski-jumping on the continent, has a jump, downhill
and slalom courses where championship meets are satisfactorily held. Kamloops and Princeton have good grounds.    The mining towns—Kimberley,  Trail, Rossland, Wells,  Bralorne, DEPARTMENT OF TRADE AND INDUSTRY. FF 23
Pioneer, Britannia, Copper Mountain, Premier, Big Missouri—all have active ski-ing clubs.
The Forbidden Plateau, equipped with lodges, is increasing in popularity. Garibaldi Park
has advantages, yet little used, which could rival those of any region both for ski-ing and as
a year-round mountain resort.
Apart from tourist-traffic promotion the Bureau engaged actively to induce settlement
and general development—a work which fell naturally to it under its original style of Bureau
of Provincial Information and was developed to such degree that it was left, in large degree,
in its hands. This work is peculiarly exacting, requires intimate knowledge not only of
geographic but also of general conditions and possibilities respecting varied phases in each
and every section. Working in collaboration with other Departments and availing itself of
their co-operation, the Bureau has acquired a fund of information and developed a technique
which have made its efforts successful in this line. They have resulted in adding desirable
elements to the population and in increasing taxable wealth.
The inquirers, in general, are totally unfamiliar with the Province; often indefinite in
their plans; occasionally ill-advised in what they have in mind. Consequently, this work
necessitates care and tact. Inquiries come from far places and cover wide range of interests
—agricultural, professional, industrial, investment, and purely residential; and come from
persons ranging from those with limited capital to those with substantial sums at command.
Farmers are advised as to suitability of varying areas for purposes sought and directed to
reliable sources for detailed local information. Professional men are given summaries of the
general situation and conditions, and co-operation of appropriate professional bodies is
secured to advise them. Boards of Trade are informed of likely movements to their communities or of enterprises being considered. Those interested solely from the residential
standpoint are given full particulars of climatic and social conditions, living costs, taxation,
and other information, and invited to correspond further regarding specific information
desired. Many have conducted complete and lengthy correspondence before reaching a
decision. Results have been mutually gratifying. Many concrete instances can be given of
this. A few extracts from the Bureau's files are appended to indicate the nature and value
of this work.
From North China: " I would ask you to refer to letters exchanged between us on the
subject of settling in British Columbia. I have made bookings for my family to sail on
September 24th to connect with the Empress of Japan due in Victoria in October."
From India: " I am in receipt of your letter and the enclosures have been studied with
keen interest. My wife and I agree after going through it that our doubts as to British
Columbia have all been dispelled and we are both looking forward keenly to settling there."
From India: " I thank you for your comprehensive letter and the accompanying literature. We feel very much attracted by the description of the Province and its climate. I also
thank you for asking the Department of Customs and Excise and the Immigration Branch to
write me.    I have had letters from them both."
From Ceylon: " You heard from me nearly a year ago relative to settling in British
Columbia, and I have been busy winding up my affairs here, as I hope to leave these shores
for yours within the year."
From Jamaica: " Many thanks for your very interesting letter and the map. Your
letter will be very helpful to me. To-morrow I leave for Jamaica to clear up my affairs there
and then return to your beautiful country and friendly people."
From Alberta: " I must say that the information received through you has been of more
use than any other I have had, and I am asking this further favour so that we can arrange
our affairs to suit."
Writers of these letters are now established in British Columbia. Most of them are
persons of substance; and in some instances have made considerable investments. Still other
instances can be given. In one case the inquirer was so favourably impressed that, without
further correspondence, he left at once for British Columbia to purchase a home.
In addition to tourist-traffic promotion, information, and other duties, the Bureau also
acts in like respect as an advertising agency to place, supervise, and account for the adver- FF 24 BRITISH COLUMBIA.
tising business of all Departments and branches of the Government service. In some
instances it serves as advertising counsel to advise as to media, preparation, and arrangement of material and space required; in fact, renders all services of an advertising agency.
The Bureau's functions in this respect, which involve much detail and technical skill, not only
result in increased efficiency but also effect much economy.
The Bureau's activities, as evidenced by the phases dealt with, cover wide range. Considerable volume of documentation has to be assembled, revised, classified, filed, and catalogued; large volume of correspondence has to be dealt with, some of which involves research.
Recording, book-keeping, accounting, and vouchering expenditures; checking advertising and
publicity; counter work; follow-up; circularization; assembly of statistics; packaging,
mailing, and miscellaneous other duties make up a large and varied volume of office detail.
This detail is steadily being expanded as development of new phases create activities incidental to them.
The Bureau enjoyed, and provided, co-operation with varied Departments of the Government service, local bureaus, Boards of Trade, transportation, and other organizations and
Its work is steadily being expanded, especially with relation to the stimulation of the
tourist industry. British Columbia, with unexcelled and abundant resources and accessible
large markets, has remarkable opportunities for the development of a tourist industry of
much greater extent than is now enjoyed. With adequate advertising and publicity and energetic promotion, coupled with sound organization to cohere the activities of the Government
Travel Bureau and of the varied promotional agencies within the Province, with each unit
having full knowledge of its scope and responsibilities and working within its proper sphere
in a co-ordinated Provincial effort, the tourist business of British Columbia will continue to
The British Columbia Government's display at the Golden Gate International Exposition
occupies a space of 2,000 square feet. This space is known officially as Space No. 10 in the
Hall of Western States, where the Province of British Columbia is associated with the States
of Washington, Oregon, California, New Mexico, Arizona, Colorado, Utah, Nevada, Idaho,
Montana, and Wyoming.
Mr. W. H. Currie of this Department prepared plans for the display, which were submitted to and approved by the Executive Council, and with the co-operation of Mr. A. H.
Shotbolt, whose services were placed at our disposal by the Department of Agriculture, proceeded to put them into effect.
Following is a brief description of the display:—
Structurally, it consists of a series of panelled sections built exclusively of the commercial
softwoods of the Province—namely, fir, spruce, hemlock, clear and knotty cedar, and clear and
knotty pine—in their natural colour, save for a light application of special wax.
Framed in these sections are thirty-two transparencies, measuring 22 by 16 in., of scenes
in British Columbia, carefully illuminated so as to emphasize the more striking features of
each. Where running or moving water appears, special " flicker " lights and a device known
as " scene-in-action " have been introduced, which give all the appearance of the actual scene.
Magnificent game heads are mounted at regular intervals, comprising cougar, white-tail
deer, Osborn caribou, wapiti, mule-deer, Fannin, Stone, and Dall sheep, goat, moose, mountain
caribou, and Coast deer. These are supplemented by a strikingly life-like grizzly and a
Rocky Mountain sheep, mounted on pedestals to simulate rocks.
The display of sport fish consists of realistic casts of British Columbia's game fish.
In the centre on the left is a travel-map, measuring 12 by 6 ft., extending from San
Francisco to Fairbanks, Alaska. This map emphasizes U.S. Highways 99 and 101 from
California to the International Boundary, the highway system of British Columbia, and the
proposed routes for the highway to Alaska. The medium used is known as " flowing neon."
On the right, directly facing the map, is the mineral display. DEPARTMENT OF TRADE AND INDUSTRY. FF 25
Huge enlargements, measuring over 6 feet in height, of scenic and industrial subjects add
greatly to the general appearance.
Another feature is in the form of four " flitches," each 18 feet high, 4 feet wide, and
10 inches thick, of the four principal commercial woods—fir, cedar, spruce, and hemlock.
The floor is of edge-grained hemlock and the ceiling of pine and cedar.
Fruits and vegetables are displayed in glass on a specially designed stand of chromium
and polished vitrolite, and a similar stand features the processes of manufacturing newsprint and rayon fabric from wood.
Commercial fishing is well represented, and the whole ensemble conveys a comprehensive
picture of industrial and scenic British Columbia.
Undoubtedly a leading feature of the display, and one which is giving rise to widespread
admiration, is the splendid series of murals which encircles the entire space and fills the walls
from the ceiling to a depth of 10 feet. These vigorous paintings are the work of three young
British Columbians, and depict the industrial and recreational life of the Province—not as it
was, nor as the artists conceive it might be in the remote future, but as it is to-day. Soft
pastels have been used and the murals blend beautifully with the general scheme. Outdoor
life, fishing, motoring, hunting, mountaineering, logging and lumbering, mining, and farming,
all are shown in vigorous and arresting tableaux. Visitors are commenting freely on those
murals and have gone so far as to place them first among the many murals which appear on
" Treasure Island."
In a display of this nature, lighting is vitally important. A system of indirect lighting
has been adopted and applied in such a manner as to support the main theme. Its design
and installation were placed in the hands of a firm of outstanding competence and the results
have been most satisfactory. Many novel and strikingly effective lighting schemes have been
introduced on " Treasure Island," but British Columbia's is being freely cited as an outstanding example.
The foregoing paragraphs describe the display sufficiently in detail. What follows is in
the nature of a general resume.
The Fair opened on February 18th, 1939, the British Columbia Exhibit was completed on
February 10th. The preview on Saturday, February 11th, was attended by 150 of the leading
figures in State and civic affairs, including His Worship the Mayor of San Francisco; His
Worship the Mayor of Oakland; Chiefs of Police; State, city, and Exposition officials; representatives of the Canadian National and Canadian Pacific Railways, of the Canadian Bank of
Commerce and the Bank of Montreal, radio and press commentators, executives of the various
Californian travel agencies, and several prominent citizens of British Columbia who were
visiting San Francisco at that time.
As mentioned above, this was the first function of its kind to be held on " Treasure
Island." It was completely successful and was given wide publicity, both in the press and on
the air. Similar affairs were held later, as other exhibits completed, some of them on a most
elaborate and costly scale, and others probably will follow. At this date (March 31st, 1939)
several important foreign and State exhibits are still in course of construction.
British Columbia's display was opened formally on February 18th, at 10 o'clock, by the
Honourable the Minister.
Forty-two days have elapsed since the official opening, but already it is evident that
British Columbia's display will be a popular and permanent attraction. No single feature
fails to draw its special attention. The Agricultural section has created so much favourable
comment and prompted so many inquiries that undoubtedly it will be an agent for settlement.
Already the Seed display has produced definite trade inquiries; your Commissioner has submitted samples and tests are actually under way. Keen interest centres on the Mineral display, and around the sections devoted to Commercial and Sport Fishing. The effective use
that has been made of our commercial softwoods has been freely commented upon not only by
the general public but by many professional men who have been thoroughly impressed with
their qualities and applicability.
A detachment of the British Columbia Provincial Police has been present from the
opening day, and are of great assistance in innumerable ways from their intimate knowledge
of the Province.
In the forty-two days covered by this report, our records reveal a total of 236,779 visitors
(or approximately 16.5 per cent, of the total admissions to the Exposition), or a daily average FF 26 BRITISH COLUMBIA.
of 5,637. Of these, no less than 28,405 have registered as being directly interested in British
Columbia. The register sheets are mailed daily to the B.C. Government Travel Bureau in
Victoria, where the inquiries are dissected and literature mailed. This is the most highly
efficient form of advertising and is being warmly received by our visitors. It is entirely
reasonable to expect that we shall have several hundred thousand inquiries before the'closing
An ample supply of literature is on hand, including some 250,000 copies of a special
folder, " British Columbia, Canada, 1939, the Royal Year," a supply of British Columbia auto
stickers, " Evergreen Playground " pamphlets, and a generous allotment of literature from
the Canadian Travel Bureau by courtesy of Mr. D. Leo Dolan.
At the moment, your Commissioner is busily engaged upon what will be known as
" British Columbia Day," namely, July 1st, 1939. This is believed to be the first instance in
the history of World's Fairs of a State or Province being given such pointed recognition.
On this day it is hoped that the Honourable the Prime Minister will be able to attend.
The arrangements have the willing and enthusiastic co-operation of the Exposition authorities, and while it is impossible at this stage to set them forth in detail, your Commissioner
feels safe in saying that it will be a notable occasion, worthy in every way of the Province of
British Columbia and of the Golden Gate International Exposition.
Printed l>y F. Banfielh, Printer to the King's Most Excellent Majesty.


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