PROVINCE OP BRITISH COLUMBIA EEPOET OF THE DEPARTMENT OF TRADE AND INDUSTRY for the tear ENDED MARCH 31ST 1940 PRINTED BY AUTHORITY OF THE LEGISLATIVE ASSEMBLY*. VICTORIA, B.C. : Printed by Charles F. Banfield, Printer to the King's Most Excellent Majesty. 1940. 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, 1940. WILLIAM JAMES ASSELSTINE, 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, 1940. I have the honour to be, Sir, Your obedient servant, EDWIN G. ROWEBOTTOM, Deputy Minister of Trade and Industry. Report of the Department of Trade and Industry for the Year ended March 31st, 1940. In the period covered by this report, despite the chaotic state of affairs in Europe, British Columbia was still able to show satisfactory progress in the fields of Trade and Industry. The confidence this Province commands by its ability to carry out its undertakings and for the quality of its products has been not only maintained but strengthened; and industrial and financial interests in Eastern Canada, Great Britain, and the United States are more than ever aware of British Columbia as the logical field for expansion and investment. This impression was greatly strengthened by the promptitude with which the Province took action on the outbreak of hostilities, by being the first to appoint a representative to advance its interests in Ottawa. Elsewhere in this report reference is made to the gratifying results which have accrued to British Columbia's basic and secondary industries. Still further evidence is found in the fact that, in the fiscal year 1939-40, 219 new companies were incorporated in British Columbia, with a capitalization of $71,628,209.85. The tourist industry, too, is steadily expanding, and the British Columbia Government Travel Bureau has been indefatigable in its efforts in that direction, and highly successful in combating erroneous impressions which were current in the United States in regard to Canada's war-time regulations. The Bureau of Economics and Statistics has been particularly active and of very great assistance in furthering the efforts of our representative in Ottawa. TRADE REPRESENTATIVE AT OTTAWA. To ensure British Columbia's proper participation in the business resulting from Canada's war effort, Mr. W. Lloyd Craig, Director of the Bureau of Industrial and Trade Extension, was detailed to Ottawa, where he arrived on October 22nd, 1939, and proceeded at once to establish relations with the various Departments, the officials of the War Supply Board, the members of the British Mission, and the several foreign legations. At that time, it appeared as though the war effort would be directed through three main channels—namely, that the Maritime Provinces and British Columbia would supply timber and vessels and, in the case of British Columbia, mineral products; that most of the manufactured goods would be supplied by Ontario and Quebec; and that grain, grain products, and bacon would come from the Prairie Provinces. This made it imperative to exert every effort on behalf of the British Columbia manufacturers, and a British Columbia Commodity Index was prepared and placed in the hands of every member of the War Supply Board. The index was well received and has been the means of acquainting the Board and purchasing agents with British Columbia's real capabilities and wide range of products manufactured within the Province. It is estimated that there are now some 2,200 men employed in British Columbia shipyards. Many plants engaged on general commodities are working overtime, some of them on 24-hour shifts, and many others are on full time, and it is reasonable to assume that in the near future British Columbia manufacturers will participate in a substantially greater volume. REPORT OF THE BUREAU OF INDUSTRIAL AND TRADE EXTENSION. The Trade Commissioner, pursuant to the policy adopted by the Department, has co-operated closely with the Federal Department of Trade and Commerce and local organizations, with the view of making possible the increased use of existing facilities for industrial and trade extension. CO-OPERATIVE CONTACTS. The closest co-operation has been maintained with producers and exporters throughout the Province. The Federal Trade Commissioner service overseas has continued to use the Bureau as a clearing-house for problems affecting exporters in British Columbia; assistance 0 6 BRITISH COLUMBIA. has been given to visiting Trade Commissioners on tour, and introductions effected for them which provide central contacts for their work overseas as far as British Columbia interests are concerned. Close co-ordination has been maintained with market and other programmes lying within the scope of other Provincial Departments at Victoria, with the Federal Departments at Ottawa and with their representatives in British Columbia. In particular, the problems of agricultural producers arising from war conditions has led to an approach by them to the Department on market problems, and sales promotions induced or affected by emergency conditions. NEW INDUSTRIES. In new industries the Bureau has undertaken numerous surveys from production and marketing angles for establishment or for developments and extension. This has involved contact in the earlier stages of establishment, with help in preliminary surveys of market possibilities, sources of supply for raw material, and factory equipment. In a number of cases on actual establishment this assistance has been extended to market surveys at home and overseas after the stage of actual production was achieved. SUMMARY REVIEW OF THE WORK. Last year's report showed in summary a review of the work of the Bureau's practical efforts under three main headings:— (1.) Trade extension, which involves constructive production or marketing surveys on a wide variety of produce, and assistance in promotion programmes. (2.) Assistance in industrial establishment. (3.) Special investigations. That the machinery set up and operating under these three headings has become increasingly effective under emergency conditions is shown by the fact that to these three main headings can be added to this year's summary additional main headings as follows:— (1.) Special export surveys in co-operation with other Departments. These include roundwood surveys, to which reference is made in another portion of the report. (2.) Special export surveys arising from war conditions, (a.) Loss of existing markets: (6.) Opportunities to replace exports from Germany: (c.) Survey of new markets opened by disruption of Scandinavian or other sources of supply. (3.) War-time co-operation with agricultural interests. (4.) Assistance in mobilization of war industries of the Province. Under (4) attention has already been drawn to the work of the Director as special representative at Ottawa, and to the co-ordinating effort of the Department in his work as affecting the manufacturers and producers of the Province. Another main heading of the work of the Bureau is covered elsewhere in this report by reference to the formation of a committee for general industrial survey of the Province. The Bureau has co-operated in the sessions of this committee on market problems. TRADE EXTENSION. A special section of the report, as in previous years, deals with Timber Trade Extension, which comes unsder the first of the original main headings as above. In addition to the items covered under the Timber Trade Extension heading, the Bureau has had occasion to investigate a number of products and by-products, including roundwoods (cottonwood and pit-props), ply-wood and veneers, pulp and newsprint. In addition, investigations were completed and reports submitted covering a full range of the commodities exported from the Province. Some of these were made at the request of the contacts overseas, some at the request of exporters breaking into new fields. In one case (flour) the survey at this end resulted in the participation for the first time of a British Columbia mill in War Office business for shipment to Singapore. Co-operation has been maintained by the office of the Acting Agent-General in London on general trade inquiries and on special investigations, in spite of the difficulties under which his office has been operating under war-time conditions. This office has also referred numerous DEPARTMENT OF TRADE AND INDUSTRY. 0 7 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. The Bureau has been able to establish direct and effective contacts with Provincial industries which use United Kingdom material, and the co-operation afforded is of increased importance in view of the exchange situation. ASSISTANCE—INDUSTRIAL ESTABLISHMENT. Assistance has been given in the locating of plant sites, supplies of raw material, factory equipment, labour personnel, transportation, and taxation. Conditions in Europe resulted during the year in a further flow of capital to the Province and in the expansion of industries already established with European capital, on which the Bureau had co-operated in the earlier stages. Assistance was given during the year on specific matters to six industries under this classification. In three cases capital and the application of European processes resulted in new or enlarged factory establishment, and in other cases the capital or experience has been used in the assistance of existing industries, thereby increasing pay-rolls and strengthening financial and production structure. Assistance has also been given to existing industries in the Province which do not look for financial aid, but who have turned to the Bureau for guidance on special surveys or special problems in contemplation of new lines, or of increased manufacturing facilities, or of surveys of industrial areas. Co-operative contacts for branch factory work were maintained throughout the year with Canadian Trade Commissioner offices in the United States, the Department of Trade and Commerce at Ottawa, selected industrial commissions, and the industrial bureaus of the Boards of Trade where such Bureau forms part of the organization. SPECIAL INVESTIGATIONS, ETC. Through introductions effected, the Bureau was able to assist visiting representatives of Government and commercial organizations, and firms from overseas or elsewhere who came to the Province to conduct investigations. Under " special endeavours " as such, the scope of the work has increased greatly during the last year, and the Bureau has been asked to assist in problems of transportation and rates; in representation on outside committees relating to industrial endeavour; in investigation of factory conditions and price-levels; in organization and display at exhibitions of British Columbia produce; in campaign participation to focus attention on British Columbia products, to encourage award to British Columbia manufacturers on public contracts; in the development of the building material industry; and in advertising campaigns at home and overseas. In addition to these special activities an entirely new endeavour during the year is dealt with under the additional main headings of special surveys and war-time activities. SPECIAL EXPORT SURVEYS. Soon after the outbreak of the war it became apparent that the supply of pit-props would be a serious problem in the United Kingdom, due to the cut-off of supplies from the Baltic and an increasing war demand. Accordingly, with the co-operation of the British Columbia Lumber and Shingle Manufacturers' Association, the Department of Lands, and the Timber Commissioners in the United Kingdom, an exhaustive survey was undertaken by the Department to ascertain possibilities for shipment of pit-props from British Columbia. The survey covered a period of more than two months and disclosed available sources of supply, species available, and shipping facilities. Price-levels were brought to a point competitive with supplies from the Maritimes, but the movement from British Columbia can take place only if or when the Timber Control in the United Kingdom is prepared to pay the freight differential and more shipping space becomes available. Another special survey undertaken was that of cottonwood for the veneer-chip basket trade in the United Kingdom. The same difficulty of space was encountered and there will be no volume movement unless shipping licences can be granted for at least a proportion of normal requirements. As in the case of pit-props, the survey was exhaustive and as at March 31st the position was that a trial shipment was going forward for testing purposes. O 8 BRITISH COLUMBIA. SPECIAL EXPORT SURVEYS ARISING FROM WAR CONDITIONS. From the beginning of September the foreign trade of the Province was completely disrupted by war conditions. Ship movements became irregular and for established markets, with particular reference to lumber, the matter of shipping space became an acute problem. The Bureau was closely identified with measures taken to meet this emergency situation. It also has had occasion to survey market possibilities in South America and elsewhere due to:— (a.) Loss of the market to German exporters: (6.) Disruption of the market due to the Scandinavian situation: (c.) Loss of the market, particularly in the United Kingdom and in Australia, through shipping licence restrictions. WAR-TIME CO-OPERATION WITH AGRICULTURAL INTERESTS. The shipping licence restrictions in the United Kingdom referred to above have been partly responsible for action taken by the Department in co-operation with agricultural interests, to preserve old markets or to find new ones where restrictions made normal shipments impossible. As at March 31st, for example, the restrictions on canned fruits and vegetables in the United Kingdom presented a very definite problem to British Columbia producers. MOBILIZATION OF WAR INDUSTRIES IN THE PROVINCE. The Bureau was in active co-operation with the Canadian Manufacturers' Association in August, 1939, when a representative delegation of manufacturers and industrialists visited the United Kingdom. Following up the work of this delegation, the Department has aided efforts made to co-ordinate activities and to mobilize British Columbia industries for war purposes. TIMBER TRADE EXTENSION WORK ABROAD. A grant of $40,000 was made to the Trade Extension Bureau of the British Columbia Lumber and Shingle Manufacturers' Association. The Department of Trade and Industry is represented on the Timber Trade Extension Committee, whose function it is to direct the work of the fieldmen. 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:— The work during the past year has been divided into two distinct parts, pre-war and war periods. The fieldmen were particularly active in the several markets which they cover and the appended tables are indicative as to the value of this work. It is the policy of the Trade Extension Bureau and its fieldmen to bend all energies towards increasing markets for hemlock and cedar in order to better balance the forest production. Notable advance was made in some markets, particularly with hemlock in the United Kingdom, where sales exceeded those of 1938* by 42 million feet, which is 102 million feet more than in 1935. A record was established in total shipments of lumber from British Columbia to export markets, and while many factors contribute to this achievement the accumulative, intelligent work of the fieldmen has had much to do with turning our export trade from 1,036 million in 1938 to 1,284 million in 1939. It is particularly gratifying to note that Mr. Roe served in an advisory capacity to the Timber Control Board immediately after the declaration of war. After war was declared it was thought desirable and in the interest of expediency for the work of the Committee to be merged with the War Committee of the Association so that action would be more direct; this was done on October 3rd, 1939. Restrictive import regulations were brought into effect during the year in markets where, fortunately, we have enjoyed a preference, notably in Australia and New Zealand, and while this legislation became effective late in the year the lumber interests view with concern its possible effect on our shipments during 1940. The preferences granted under our trade treaties with these countries are partly nullified. ; All figures for calendar year. DEPARTMENT OF TRADE AND INDUSTRY. 0 9 United Kingdom. Mr. R. Douglas Roe and Mr. J. C. Berto have done excellent work for the industry in this field. Preferential tariffs, shipping, sales services, all have their place, but the entry into Government, municipal, and other large undertakings would be very difficult without trained fieldmen. A few years ago British Columbia's share of the United Kingdom market was negligible, but in 1939 British Columbia shipped 965 million feet, which is 223 million feet more than in the corresponding period in 1938. This is more than double 1935 shipments and represents about 25 per cent, of the United Kingdom's imports of lumber. Cedar shingles have also made definite gains and 58,695 squares were shipped into the United Kingdom during 1939. This was more than all export markets absorbed during 1938, omitting, of course, shipments to the United States. Australia. This is our second largest export market, and while no marked advance is noted in the exports over the previous year, yet we enjoy 99 per cent, of their imports from this Coast. In 1939 our shipments totalled 145 million feet. In 1938 they were 141 million feet. This is a very important market for hemlock, 85 million feet having been shipped during the year. Owing to the importance of this market the lumber interests were perturbed when Australia and the United States were negotiating a trade treaty, and Major L. R. Andrews, Manager of the Timber Trade Extension Bureau, was sent to Australia in the early part of the year to look after British Columbia interests. His trip resulted in assurance of continued good-will and support from dried-fruit interests which could be counted on to support existing preferences. Mr. Ralph E. Smith, Timber Commissioner in Australia, has contributed in no small measure to the increased use of British Columbia timber in the Australasian market. Mr. Smith covered the whole area very thoroughly during the year and has kept in close touch with Government matters affecting our industry. He writes very appreciatively of the invaluable assistance and co-operation rendered by Col. Cosgrave and Mr. Palmer, the Canadian Trade Commissioners at Sydney and Melbourne. New Zealand. The shipments to this market in 1938 amounted to 7,805,000 feet and in 1939 to 5,143,000 feet. While this is not a large market it is valued, but governmental restrictions on imports make it impossible for us to look for expansion here as long as they are continued. South Africa. British Columbia lumber shipments to this market amounted to 80,121,000 feet in 1939 and 41,614,000 feet in 1938. This constitutes a record year's shipment and no mean achievement in a market that grants a small preference on rough lumber and no preference on dressed lumber. South Africa imports annually about 200 million feet, and the Baltic has long had the major share, but with war conditions prevailing as well as favourable exchange we stand to materially increase shipments in 1940 and made a good start in January with shipments of 12,373,000 feet. This is a promising market for both cedar and hemlock and purchases of these species doubled over 1938. This market steadily increases its interest in shingles and 23,000 squares were shipped during the year. Mr. William Johnston, Timber Trade Commissioner, continues to do splendid work on behalf of the industry and is well received by the lumber trade throughout the Union. British West Indies. The shipments to this market in 1938 amounted to 13,583,000 feet and in 1939, 12,828,000 feet. Shipments to the British West Indies were well maintained during the past year, despite a decrease in some instances of our preferential position, resulting from the Canada-United States-United Kingdom Trade Agreements. O 10 BRITISH COLUMBIA. British Columbia cedar shingles are being used more and more in the West Indies. Last year this district was our third best export market for shingles. In view of the impending renewal and possible revision of the Canada-West Indies Trade Agreement, projected extensive housing schemes in Trinidad and Jamaica, and trade promotion work following up that of the former Timber Commissioner, it was considered advisable for Major L. R. Andrews to visit this market and he interviewed the various governmental authorities of the British West Indies, whom he found only too willing to co-operate as in the past in giving British Columbia timber every advantage possible. Similarly market opportunities for our lumber were investigated in the non-British Caribbean countries. Unfortunately this work was cut short by the outbreak of war, which necessitated Major Andrews's immediate return. In October a brief was submitted to the Dominion Government by this Department, setting forth recommendations regarding the revision of the Canada-West Indies Trade Agreement in connection with lumber and its products based upon information obtained by Major Andrews. Although the prevailing high freight rates on British Columbia lumber to the West Indies react detrimentally to our lumber's competitive position as compared with pitch pine, monetary exchange rates are in our favor. Governmental housing schemes which were expected to require large quantities of lumber are being held in abeyance at present. However, in view of the greatly increased production in the Trinidad oilfields, the purchase of all raw sugar by the British Supply Board, and general military and commercial activity in the British West Indies, it would appear that the demand for lumber for both domestic and industrial needs should increase during the current year. Ceylon, India, Egypt, and Palestine. By joint agreement made by the Timber Trade Extension Bureau with the two creosoting companies, Mr. W. W. Harvey was again delegated to investigate and follow up the possibilities already presented in his first tour; he left again from San Francisco on February 14th, 1940. The success of Mr. Harvey's trip has proven worth while and again demonstrates that there is no substitute for personal representation by men who know their subject and can intelligently present their case. The immediate result of the first tour was two cargoes of creosoted sleepers for Ceylon and a cargo between Egypt and Palestine and a fourth cargo of mixed lumber products for Palestine. Two additional cargoes already have been sold for these markets since January 1st, 1940. China. The shipments to this market in 1938 amounted to 43,457,000 feet and in 1939, 34,775,000 feet. The market prospects for British Columbia lumber in China have not changed appreciably from a year ago. Shipments in 1939 were still further reduced by about nine million feet. A further drop in the Chinese dollar during the year and unsettled conditions have made trading more difficult. Unsettled conditions in China still prevent any development of this market. Japan. The shipments to this market in 1938 amounted to 6,012,000 feet and in 1939, 5,592,000 feet. British Columbia lumber trade with Japan was still further restricted during the past year. Exchange difficulties coupled with foreign exchange and trade control have reacted in such a way as to almost completely stop imports of our lumber. Central America and East and West Coast of South America. 1938. 1939. Thousand Thousand Feet. Feet. British Columbia shipments to Central America 2,267 2,018 West Coast of South America 8,023 3,349 East Coast of South America 1,924 2,211 DEPARTMENT OF TRADE AND INDUSTRY. O 11 British Columbia continues to supply only a small portion of West Coast woods imported by Central and South America. In fact, this year we have shipped five million feet of lumber to Peru, which is three million feet less than was exported in 1938. As in the past, these countries offer a sizable market for West Coast woods when one considers that they purchased ninety million feet from Oregon and Washington in 1939. The problem is one of established shipping, buying, selling, and credit facilities. It is hoped with out present advantageous exchange position with South America, coupled with almost certain export trade improvement in those countries resulting from European demand for their commodities, that British Columbia shippers will be able to obtain a larger portion of this market. Canada. With the outbreak of war it became imperative to send Major Andrews to Ottawa. There he is maintaining effective liaison with the purchasing connections of the army, navy, and air force of Canada and allied countries. The Department wishes at this time to pay tribute to all of those connected with the logging, lumber, and shingle industry for their co-operation during the past year in our endeavours to promote the sale of our forest products in the Dominion and abroad. LOANS AND GUARANTEES. (" Department of Industries Act, 1919.") Following is a statement covering loans and guarantees outstanding under the " Department of Industries Act, 1919." Every effort is being made to collect these accounts and it is expected that several substantial payments will be received in the near future:— ' Statement of Loans and Guarantees outstanding, March 31st, 1940. Loans. Principal. Interest. Acme Cabinet Works $1,343.99 $407.60 B.C. Livestock Exchange 25,000.00 498.04 Canadian Western Woodworks 9,799.70 2,022.71 Gordon Campbell Investment Co., Ltd 28,678.39 53.04 James Canadian Seeds, Ltd 59,999.96 25,495.30 Fort St. John Flour Mills 16,503.98 4,564.48 T. H. Waters & Company 15,807.16 1,908.63 West Coast Woollens 11,279.71 413.13 Guarantees. Gray's Lumber Mills, Ltd $2,499.30 Big Bend Cedar Pole Co., Ltd. (White Pine Lumber Co., Ltd.) _____ 14,888.29 REPORT OF THE BUREAU OF ECONOMICS AND STATISTICS. Although the commencement of hostilities in September, 1939, made it necessary to subordinate several peace-time surveys in favour of matters which had assumed greater importance under war conditions, the Bureau of Economics and Statistics has maintained all existing statistical services and has continued the regular and special economic investigations in progress prior to the outbreak of war. No new arrangements were concluded during the fiscal year, but inter-departmental coordination plans arranged previously have worked with complete satisfaction. Agreements, or working arrangements, relating to the collection, co-ordination, and publication of statistics now exist between this Bureau and the Dominion Bureau of Statistics; the Wartime Prices and Trade Board; as well as the Provincial Departments of Mines, Labour, and Provincial Secretary. Economic surveys and analyses covering many phases of the Provincial economy have been concluded during the year. The regular report on the Trade of British Columbia with other Provinces and with foreign countries for the year 1939 will be completed early in the 0 12 BRITISH COLUMBIA. fall of 1940. Foreign trade statistics for the calendar year 1939 have already been released. A full description of research projects completed during the fiscal year, together with a detailed account of statistical services performed, has been arranged for convenience under their appropriate divisions. Millions of Dollars. 260 240 Chart I.—Estimated Net Value of Industrial Production in British Columbia, 1931-39. 220 200 180 160 - 140 1931 1932 1933 1934 1935 1936 1937 1938 1939 REVIEW OF ECONOMIC CONDITIONS IN BRITISH COLUMBIA. Business activity in British Columbia during 1939 returned to the relatively high levels of 1937. Despite the uncertain international outlook, the major industries of the Province were fully engaged during the first nine months of the year. The outbreak of hostilities introduced a number of disturbing factors which retarded activity to some degree in the export industries. The dependence of the Provincial economy upon foreign trade made inevitable some readjustment in overseas shipping. The restrictive character of some of these adjustments, however, has been partly offset by increased industrial activity associated with the war effort. Several industries, confronted with reduced foreign opportunities, have directed increased attention to the Canadian domestic market. The ability of the domestic market, under war conditions, to absorb a portion of the British Columbia products normally sold overseas will doubtless be fully explored. Although hostilities have removed a large section of continental Europe from the orbit of world trade, the direct loss to British Columbia's foreign trade has not been severe thus far. In 1939 the affected European countries provided markets for only 2% per cent, of the Provincial export trade and in recent years have not exceeded 5 per cent. The indirect loss may not be as clearly assessed. The leading foreign export markets for British Columbia products—the United Kingdom and the United States—took 72 per cent, of the entire export trade in 1939. While the character of the trade with the United Kingdom has shown some variation—in response to Great Britain's import control measures—the importance of the British market to British Columbia producers has remained unchanged. DEPARTMENT OF TRADE AND INDUSTRY. 0 13 Production in basic industries reached an estimated net value of $254,000,000 in 1939,* compared with $246,404,000 in 1938.f Improvement was largely due to increased production in the forest industries. Salaries and wages paid to employees in the leading industries have been estimated at $165,683,460 in 1939, an increase of at least $7,000,000 over the estimated 1938 gross pay-roll of $158,026,375.J Merchandising, both wholesale and retail, reflected the increased consuming power with increased sales. Bank debits, reflecting the volume of commercial payments and, as such, a useful guide to the tempo of business activity, were reported to have shown a 4 per cent, increase in 1939 over 1938. Employment, measured by the Dominion Bureau of Statistics' monthly index, showed an improvement of 3.17 per cent, in the same period. A brief glimpse of other business characteristics during 1939 may be seen from Table I. * Preliminary estimate by the Bureau of Economics and Statistics. t Dominion Bureau of Statistics. t Annual Report of the Department of Labour, 1939. Table I.—Economic Activity in British Columbia, 1939, compared with 1938. Unit. 1938. Percentage Increase (+) or Decrease ( — ). Mining— Total value of productions- Gold production! Silver production1.. Copper production1 Lead production1 _ Zinc production1— Coal production1 Forestry— Total value of productions.. Timber scaled2 Paper production2 Fisheries— Total value caught and marketed3.. Pack of canned salmon3 Agriculture— Total value of productions Apples— Total shipments4 — Domestic shipments1 Export shipments4 External Trade— Exports from Vancouver5 Imports from Vancouver5— — Exports of canned salmon6 Exports of planks and boards, Douglas fir8- Exports of red cedar shingles6 Internal Trade— Index of wholesale sales6 Index of retail sales, department stores6 Index of retail sales, grocery stores6—. Automobile sales, new6 Gasoline sales6 Railway freight loaded in B.C.6 Consumption of electric power6 ... Sales of life insurance6 Construction— Building permits issued6. — Construction contracts awarded6 . $ Oz. Oz. Lb. Lb. Lb. Long ton $ M.B.M. Ton Case Box Box Box Ton Ton Cwt. M. ft. Square 1930=100 1930 = 100 1930=100 $ 000 gal. Ton 000 k.w.h. 000 $ 000$ 000 $ 65,681,547 636,926 10,771,585 73,254,679 378,743,763 278,409,102 1,477,872 88,221,000 3,354,896 267,412 17,698,980 1,539,063 49,402,011 5,522,5107 2,798,967" 2,723,5437 2,958,322 4,016,615 592,911 924,686 2,822,757 100.0 105.2 109.1 8,677,270 59,824 6,641,816 1,963,338 30,874 8,523 11,725 64,485,551 615,281 10,861,578 65,769,906 412,979,182 298,497,295 1,309,428 67,122,000 2,779,034 218,987 18,672,750 1,707,798 47,782,012 5,574,1877 2,701,4967 2,872,6917 2,559,542 3,796,612 488,400 805,326 1,813,807 98.9 105.3 104.7 8,892,277 57,158 5,761,996 1,924,170 29,958 10,259 10,643 + 1.85 + 3.52 — 0.83 + 11.38 — 8.29 — 6.73 + 12.86 + 31.43 + 20.72 + 22.11 — 5.21 — 9.88 + 3.39 — 0.93 + 3.61 — 5.19 + 15.58 + 5.79 + 21.40 + 14.82 + 55.63 4- 11.22 + 1.84 + 4.20 — 2.42 + 4.66 + 15.27 + 2.04 + 3.06 — 16.92 + 10.17 1 British Columbia Department of Mines. 2 British Columbia Department of Lands, Forest Branch. 3 British Columbia Department of Fisheries. 4 British Columbia Tree Fruit Board. 5 National Harbours Board. 6 Dominion Bureau of Statistics. 7 Crop years ending June 30th, 1940 and 1939, respectively. 8 British Columbia Department of Agriculture. (Continued on next page.) O 14 BRITISH COLUMBIA. Table I.—Economic Activity in British Columbia, 1939, compared with 1938—Continued. Unit. 1939. 1938. Percentage Increase ( +) or Decrease ( — ) . Finance— 000 $ No. 1926 = 100 1926 = 100 1926=100 1926 = 100 1926 = 100 1926=100 1926=100 1926 = 100 1926 = 100 1926 = 100 1926=100 1926=100 1926=100 1926 = 100 2,020,300 113,781 107.5 113.5 85.9 96.3 108.9 124.8 142.8 111.4 91.9 80.5 112.1 96.6 124.6 136.9 1,937,000 117,694 104.2 107.5 89.0 88.2 106.2 126.1 134.2 113.6 82.3 88.4 109.8 94.1 114.9 133.2 + 4.30 Tourist Trade— Automobile entries on 60-dav permits6 — Employment6— — 3.32 + 3.17 + 5.58 — 3.48 Lumber products— ..._ + 9.18 + 2.54 — 1.03 + 6.41 — 1.94 + 11.66 — 8.94 + 2.09 Transportation— Services — Trade ~.~ + 2.66 + 8.44 + 2.78 6 Dominion Bureau of Statistics. THE RESEARCH DIVISION. Occupational Survey of Public School Students. In June, 1938, an occupational survey of students leaving Grades VII. to XIII., inclusive, was conducted for the first time by the Bureau of Economics and Statistics, in collaboration with the Department of Education and with the co-operation of School Boards and teachers throughout the Province. 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 that survey were accordingly held over. The survey was repeated with very satisfactory results in June, 1939, and several preliminary statements have been prepared to illustrate the character of the survey. Preliminary tabulation has revealed that 3,974 students were registered in the 1939 June survey. Of this number, 2,175 students were uncertain whether they would or would not return to the public school system in September. The remainder, 1,799 students, were definite in stating that they would not return. Those students in Grades VII. to XIII. who knew definitely in June that they would be returning to school in September did not complete the questionnaire. Students who left the public school system earlier during the school-year were not included. The principal reasons given for leaving school were as follows:— Reason. Total. Boys. Girls. 1,728 846 18 849 325 21 23 20 144 969 198 3 461 135 9 7 11 68 759 648 15 388 No further school in vicinity.. _ 16 9 Total 3,974 1,861 2,113 DEPARTMENT OF TRADE AND INDUSTRY. O 15 Excluding the students intending to seek special training and those leaving British Columbia, there were 3,107 students who would probably seek employment in the labour market. All students were asked to state the occupation they would seek and whether or not they had been assured of an opportunity to engage in that occupation. The survey revealed that 353 boys and 190 girls were assured of an opportunity, but that 1,301 boys and 1,263 girls were not. In spite of the obvious difficulties confronting students asked to state the occupations they intended to seek after leaving school, only 28 per cent, of the boys and 31 per cent, of the girls were unable to indicate their intended occupations. It is probably true to say that the particular occupations shown by the students in this survey were merely indicative, but when the occupations were arranged by industries the information assumed a more positive meaning. In the following table the occupations have been consolidated in this way:— Students leaving the Public School System, June 30th, 1939, to seek Employment, showing the Industry but not the Occupation sought. Boys. Girls. Industry. Total. Definitely leaving. Uncertain. Total. Definitely leaving. Uncertain. 133 23 58 41 227 18 105 91 1 56 3 419 140 90 12 10 167 15 1 463 48 8 19 26 103 6 36 35 1 21 183 56 32 6 3 86 8 136 85 15 39 15 124 12 69 56 35 3 236 84 58 6 7 81 7 1 327 78 24 218 672 20 12 209 421 8 453 38 11 105 414 18 3 91 302 1 179 40 13 Warehousing and storage... 113 258 12 9 118 119 7 Total, all occupations 1,654 630 1,024 1,453 748 705 Occupational Survey of Vancouver Island. Under the direction of the Honourable G. S. Pearson, Minister of Labour, officials of the Provincial Department of Labour undertook to make an occupational survey of Vancouver Island early in 1939. Technical advice and assistance was given to this project by the Bureau of Economics and Statistics. With the co-operation of employers, and the use of field investigators, the survey was completed in July, 1939. Employers were asked to complete special questionnaires designating the number of their employees and their occupations, the number employed seasonally, the difficulty of the employer in obtaining skilled labour, and other related questions. The total population of Vancouver Island and adjacent smaller islands, which comprised the area studied, probably numbered 140,000 persons in 1938, and of this number at least 42,852 persons came within the scope of the survey. Certain important groups were excluded, notably the Dominion, Provincial, and most of the municipal employees. Certain other industries, particularly fishing, prospecting, and agriculture, were considered to be poorly represented in the survey. Probably 5,000 persons altogether, in these groups, were not included. The survey showed that when employment reached its maximum in each individual industry there were jobs for 42,852 persons—35,942 males and 6,910 females. On the other O 16 BRITISH COLUMBIA. hand, minimum employment was shown to have provided work for 25,624 persons—21,035 males and 4,589 females. Steady employment was available, consequently, for at least 25,624 persons (not necessarily wage-earners) on Vancouver Island during 1938. A number of industries provided relatively steady employment; this was particularly noticeable in the case of banking, other financial firms, and certain retail and wholesale groups. Seasonal and other displacement, on the other hand, was very apparent in the logging industry, sawmilling, coal-mining, building, transportation, certain retail lines, and the hotel and restaurant industries, as well as in other types of business. Returns were received from 4,539 separate business establishments on Vancouver Island, and of this number only 148 firms reported that they had experienced difficulty in obtaining sufficient employees. One hundred and twenty-six firms claimed that they could not always secure skilled help in their own districts. Four thousand three hundred and fifty-five establishments reported, however, that they were always able to secure a sufficient number of employees when required. Only 528 Vancouver Island farms were included in the survey. On these farms, members of the farmers' own families, numbering approximately 1,140 persons, were given steady employment. In addition, 192 farm hands were continuously employed. Seasonal employment added 960 fruit- and berry-pickers at the peak. Employment was, of course, largest in the three months of June, July, and August. The Trade of British Columbia. The agreement between this Bureau and the Customs Compilation Section, Dominion Bureau of Statistics, concluded in the fall of 1938 and effective January 1st, 1939, has made possible a very important improvement in Provincial foreign trade statistics. Under this arrangement a monthly coded statement has been sent regularly to the Bureau from Ottawa, showing in detail the importation and exportation of every commodity, regularly listed in the Federal reports, moving through customs ports in British Columbia. During the year, regular monthly trade recapitulations have been prepared from this authentic information, released to the Press and distributed to officials and business men actively concerned with foreign trade. Since the circulation of a descriptive brochure in the spring of 1940, outlining the improved trade statistics available under the agreement, over 300 specific foreign trade queries have been submitted to the Bureau by business groups and fully answered. This development, an incidental by-product of the research-work in this field, has accordingly placed complete foreign trade statistics at the ready disposal of British Columbia business interests. Although efforts were made during the year to improve the existing interprovincial trade statistics, no material changes could be effected. The regular report on the trade of British Columbia with foreign countries and with other Canadian Provinces for the year 1939 is now in preparation and will be completed early in the fall. The difficult and prolonged task of assembling scattered information about interprovincial trade prevents the early compilation of this annual report. In addition to the regular trade statistics compiled and published during the year, a number of special foreign trade and market analyses were undertaken for interdepartmental purposes. DEPARTMENT OF TRADE AND INDUSTRY. O 17 The Trade of British Columbia with other Canadian Provinces, the British Empire, and all Foreign Countries, 1937, 1938, and 1939. Country or Province. Imports into British Columbia. Exports from British Columbia. Total Trade. Other Canadian Provinces— 1937. _ $77,153,440 65,967,890 . 18,669,989 18,628,470 19,000,000 22,271,603 19,926,329 22,000,000 $34,556,241 35,133,846 * 55,905,816 47,569,696 56,062,000 69,427,446 52,873,193 48,028,000 1,227,990 1,113,510 * 161,117,493 136,690,245 $111,709,681 1938. _ • 101,101,736 1939 __ _..._ * British Empire (excluding Canada) — 1937. __ _ 74,575,805 1938 .__ 66,198,166 1939 (preliminary) f __ 75,062,000 Foreign Countries— 1937 .._ ._. 91,699,049 1938 72,799,522 70,028,000 Ship's Stores— 1937 - 1,227,990 1,113,510 * 1938 _____ _._ 1939 ._ ... Totals— 1937.. ... 1938 _ 1939 _ 118,095,032 104,522,689 * 279,212,525 241,212,934 * * Not yet available. t Excluding gold. The Cost of Living in British Columbia. Continuing the plan inaugurated in the Research Department of the former Economic Council, this Bureau has collected and compiled current price information for the Provincial Department of Labour. Close co-operation with the Dominion Bureau of Statistics and the War-time Prices and Trade Board, Ottawa, in this field has been maintained during the past year. Much of the information obtained is designed for administrative problems and is not published. During the year, in addition to the index of food costs, which has been regularly compiled since 1936, a new full cost-of-living index was established for administrative purposes, which includes clothing, rentals, fuel, and other essential household items in the larger Pacific Coast cities. Under arrangements sponsored by the Provincial Department of Labour, this full cost-of-living index has been adopted as a barometer in certain industries where wage schedules are from time to time reviewed. The food index measures the change in prices as they occur in the case of forty-six selected food items, forming a scientifically tested food budget. The budget contains sufficient quantities of staple foods to maintain, in good health for one month, a family of five; of which two are adults, one an infant—6 months to 1 year old, one a child—6 years to 10 years old, and one a child—11 years to 13 years old. Fifty-two towns and villages are included in the monthly food index. Food Index in British Columbia. 1938— (1936 = 100.) First quarter , 103.6 Second quarter 105.3 Third quarter . _ 104.6 Fourth quarter : 101.0 1939— February 15th 96.4 May 15th .____ 96.0 August 15th :.___. 94.4 October 15th 104.3 November 15th 105.7 December 15th . . 101.5 (Continued on next page.) 0 18 BRITISH COLUMBIA. Food Index in British Columbia—Continued. 1940— January 15th 100.4 February 15th 100.9 March 15th 101.2 Industrial Survey of British Columbia. Just prior to the outbreak of hostilities, the Department of Trade and Industry undertook the preparation of a report intended to show opportunities in British Columbia for the profitable investment of capital in new industrial enterprises. To direct the survey, an interdepartmental committee was formed, composed of responsible executive officials representing other Provincial departments intimately concerned with the project. It was deemed advisable after the war began to pursue investigations along certain specific channels rather than to examine the entire economy as had been originally intended. In this connection the Bureau of Economics and Statistics has analyzed nearly 8,000 individual items appearing in the regular foreign import trade of the Province. From this information a selected list of commodities has been assigned by the interdepartmental committee for further intensive Industrial Directory of British Columbia Firms. To assist representatives of the Department of Trade and Industry in their efforts to keep the various war-purchasing authorities accurately informed about British Columbia producers, a mimeographed directory of manufacturing establishments was prepared during the winter. The directory contains the names of nearly all British Columbia manufacturers arranged alphabetically under the products manufactured. It was necessary to omit certain leading industries, such as forestry, lumber, general contracting, plumbing, and all building trades, laundries, and all service trades. Other Reports. In addition to the projects outlined previously, special reports and memoranda were prepared during the year for officials of the Provincial Government dealing with a wide variety of subjects. Several reports were prepared for members of the Executive Council. Other studies were undertaken for non-governmental bodies in an effort to assist in the solution of marketing problems. A special estimate of the trade of the Okanagan Valley with other sections of British Columbia, the Prairies, and with Eastern Canada, was prepared for the British Columbia Tree Fruit Board. Special reports were also compiled for Interior broadcasting stations and for other bodies. The Bureau has prepared special information, also, in response to written inquiries from corporations and from private individuals, and publications have been sent out in response to a large number of requests from individuals and institutions. ^ LABQUR mvisI0N. In accordance with an agreement concluded in 1938 between the Provincial Department of Labour and the Bureau of Economics and Statistics, the Labour Division of this Bureau conducted and compiled the 1939 statistical survey of wage-earners employed in British Columbia trades and industries. Detailed statistical information on this subject may be found in the annual report of the Department of Labour for the calendar year 1939. Work in this Division is largely concerned with statistical requirements of the Department of Labour and its various administrative bodies. Complete co-ordination of information in the field of labour statistics with other divisions of this Bureau has now been attained. Some progress was made in advancing the arrangements made last year with the Employment Division of the Dominion Bureau of Statistics. It is hoped that this year employment indexes will be made available on a regional plan within the Province; this information is available now only for the Province as a whole. The Bureau, in planning to provide data of importance to the study of employment conditions in British Columbia, undertook in 1938 the task of collecting data on the question of labour turnover in basic industries. Some measure of success has been achieved in this direction during the past fiscal year. Employers were requested to report on this subject in the regular 1938 and 1939 annual labour surveys. In spite of the difficulties involved, most employers were able to provide fairly accurate returns. In the following tables some of the 1939 results have been tabulated to show the nature of the project. The figures should be DEPARTMENT OF TRADE AND INDUSTRY. 0 19 considered as experimental until the survey has had the benefit of several years' experience. In Table II. the smelting industry is shown to have a very low turnover in male employees, in contrast to such industries as logging and fish canneries. Female employees, in Table III., are shown to have a low rate of turnover in the utilities, light, water, gas, and power, but a high rate of turnover in the canning industries. The precise percentage measurements given in these tables, however, should receive further confirmation. Percentage figures obtained in the case of casually employed persons were not considered significant, since the work involved was of an essentially temporary nature. It is believed, however, that the labour turnover ratios given in the case of regularly employed persons—persons who occupied a regular position—are of direct significance. Table II.—Estimated Labour Turnover of Male Employees in certain British Columbia Industries, 1939. Industry. Total Employed Wage-earners. Average Monthly Employment in 1939. Average Proportion not on Pay-roll during preceding Month. Labour Turnover. Regularly Employed Wage-earners. Average Monthly Employment in 1939. Average Proportion not on Pay-roll during preceding Month. Labour Turnover. Sawmills and planing-mills Logging and logging-railways . Metal-mining _ Street-railways, gas, water, light, power . General contracting, construction Smelting Pulp and paper manufacturing.. Garages Coast shipping Fish-canneries 9,000 7,449 5,678 4,699 3,470 3,061 2,627 2,433 2,208 1,863 Per Cent. 4.82 14.45 5.01 4.41 13.84 1.05 6.16 3.28 6.05 21.61 8,745 7,175 5,548 4,311 2,579 3,065 2,544 2,333 2,036 1,282 Per Cent. 3.80 13.38 4.05 1.66 9.75 .93 3.72 2.25 3.94 18.99 Table III.—Estimated Labour Turnover of Female Employees in certain British Columbia Industries, 1939. Industry. Total Employed Wage-earners. Average Monthly Employment in 1939. Average Proportion not on Pay-roll during preceding Month. Labour Turnover. Regularly Employed Wage-earners. Average Monthly Employment in 1939. Average Proportion not on Pay-roll during preceding Month. Labour Turnover. Light, water, gas, street-railways, power.. Fruit and vegetable canneries Laundries, cleaning, dyeing Fish-canneries Garment-making (not fur) _._ Bakeries - Printing and publishing _ Leather and fur goods Candy-manufacture _. House-furnishing _ _ 2,001 958 780 724 558 357 290 162 195 170 Per Cent. 2.98 28.37 3.35 30.75 5.42 6.64 6.63 6.95 7.06 5.87 1,929 306 759 439 548 320 254 154 189 162 Per Cent. 1.46 23.79 2.23 29.65 4.79 1.87 1.80 5.39 5.38 3.64 THE MINING AND METALLURGICAL DIVISION. In accordance with an agreement concluded in 1938 between the Provincial Department of Mines, the Dominion Bureau of Statistics, and the Bureau of Economics and Statistics, the Mining and Metallurgical Division conducted and compiled the 1939 annual statistical survey of the mining industry. Detailed statistical information on this subject may be found in the annual report of the Minister of Mines for the calendar year 1939. The work of this Division during the year has been largely concerned with the preparation of statistical material for the Department of Mines, and the co-ordination of mining statistics with information collected and compiled in other divisions of the Bureau. THE MECHANICAL TABULATION DIVISION. Large-scale statistical surveys, such as the occupational survey of Vancouver Island and other reports described elsewhere in this report, depend upon the use of tabulating machinery. The Mechanical Tabulation Division, utilizing Hollerith punch-card equipment, is responsible for this phase of work in the Bureau. The Division, which is operated as a service department, has accepted custom work from other Provincial Departments in addition to statistical work arising within the Bureau. The large volume of work made possible by this arrangement has permitted efficient machine operation. The Division has been operated on a straight- cost basis and each Department has been assessed in proportion to the number of machine- hours required in the performance of their contracts. Weekly, monthly, and annual statements have been produced on schedule during the year. REPORTS AVAILABLE FOR DISTRIBUTION. The Bureau has several reports which are available to the public on request, including:— The Annual Report on the Trade of British Columbia with other Provinces and with Foreign Countries. (Limited supply only.) Monthly Press Release, the Trade of British Columbia with Foreign Countries (excludes Trade with other Provinces). List of Manufacturers in British Columbia, arranged by Products. (Limited supply only.) REPORT OF THE BRITISH COLUMBIA GOVERNMENT TRAVEL BUREAU. The British Columbia Government Travel Bureau engages essentially in stimulating and developing the tourist industry, and incidentally deals with other functions. It serves as an information and publicity bureau, as an advertising agency for all Government advertising-, and has miscellaneous other duties. A Provincial Tourist Council, appointed by the Minister and organized as a non-executive board, acts in an advisory capacity. Since its formation the Council has studied many phases bearing upon tourist traffic and its promotion and has made recommendations approved by the Minister to which effect has been given by the Bureau. The Bureau has done much within the compass of its financial and physical capacity toward the development of the tourist industry, with result that steady expansion is being made; and it is proceeding with developments which will, undoubtedly, lead to further expansion. The promotion of tourist travel in recent years has become a highly specialized business, involving intervention of technical skill and experience along varied lines, and the officials of the Bureau have developed considerable proficiency in this respect. British Columbia has excellent opportunities for development of a great tourist industry. This industry can be steadily expanded to the benefit of every city and district throughout the Province providing there is a continuance of adequate advertising, publicity, promotion along sound lines, mobilization of all activities and promotional agencies relating to tourist traffic. To enable development of a successful tourist industry a country must have the necessary attractions, recreational facilities, climatic and other resources, background and charm to lure and satisfy visitors. British Columbia has these assets in great array and diversity. There must be adequate equipment to provide access, accommodation, comfort, and pleasure—to cater to the many requirements of travel. The Province has a large measure of the necessary equipment. These resources form a great stock-in-trade available for annual sale without diminution—their enjoyment takes no toll of the resources—to provide an annual income of many millions of dollars widely circulated among the people of the Province, with the result that practically every one benefits in some degree. DEPARTMENT OF TRADE AND INDUSTRY. O 21 The exploitation and exportation—an invisible exportation—of these resources can be more or less profitable according to the extent and nature of the resources possessed, importance of the accessible market which can be developed, and especially according to the methods and extent of promotion brought into play. This is the task of the Bureau. The tourist business, like other big businesses, requires an energetic sales promotion branch utilizing like measures which big business has found necessary to provide customers in volume— notably research, advertising, and publicity. The British Columbia Government Travel Bureau is, in effect, the sales promotion branch of the tourist industry of British Columbia. With great resources, and sharing with the rest of Canada the neighbourhood of the world's most important travel market, British Columbia has unlimited possibilities for exploitation of these resources and of this market, whose people spend four billion dollars yearly on travel. This business is highly competitive; but the nature of British Columbia's attractions is such that it can compete advantageously for the business. The exploitation of these resources and of this market is essentially the task of the Bureau and it has brought much skill and energy into this task. It has organized its information and publicity services, developed sound promotion; has done much to arouse people to the economic importance of tourist travel and to the importance of local and private enterprise co-operating with the Government organization, with the result that certain regions are already active in this respect; and it has instituted developments of varied nature which will tend to further the progress of the industry and to augment the resources and equipment. The Bureau has steadily improved its efforts to make the resources and opportunities better and more widely known; the Council has studied various aspects; and local and private interests have expanded and improved their activities, with the result that progress is being steadily made toward increased development of the industry. The role of the Bureau is to compile as complete a list as possible of the tourist resources, to make these resources known to potential visitors, and to augment the value of the industry. This task is being done for the general welfare of the Province and for the particular welfare of each of its regions without discrimination. The work of the Bureau, therefore, must be essentially general in character. Its literature, publicity, and advertising must be a resume of the attractions and advantages of the Province, and it cannot be expected that this material can go into detail or enumerate all localities or establishments which cater to the visitor, although the Bureau has contrived wherever practical to include localized advertising or publicity material for more specific advantage of cities and districts, and has rendered as much co-operation as is practical or possible to localities and private interests. It is, however, largely a matter of local initiative and local enterprise to engage to take advantage of the Bureau's activities specifically for regional advantage. This report outlines the main aspects of the Bureau's work under various heads during the past year, together with remarks anent the tourist traffic. INFORMATION. Tourist travel is like any commodity for which sales in volume are sought; and as in any sales plan the development of clientele for a tourist industry requires in the first instance as complete knowledge as can be obtained of the commodity to be sold. Consequently the Bureau has to take stock of the resources and of the available equipment in every particular. It has to make inventory, and as there is a wide scope it is necessary to compile a complete compendium of documental information—a virtual encyclopaedia of facts. This documentation has to be classified, catalogued, and be made available for ready use. It has to be revised constantly to provide for changing conditions and additions. In fact, the acquisition and editing of information must be constant; and the work involves more effort than the physical capacity of the Bureau can provide. In this work the aid of local bureaus and interests have been most valuable. In addition to documentation dealing with the attractions, recreational and sporting facilities and other resources, much information must be assembled relating to equipment— regarding highways, rail and steamship, trail and water routes; rail, steamship, bus, and ferry schedules; concerning resorts and stopping-places; and varied other features of equipment catering in many ways to tourist travel. DIRECT ADVERTISING. As in any business seeking sales in volume, advertising and publicity is an essential factor to successful promotion of tourist travel. The millions of potential travellers must 3 O 22 BRITISH COLUMBIA. be informed of the attractions and opportunities, in order to induce them to take advantage of our vacation resorts. Not only must they be informed but the information must be conveyed in a manner which will appeal and allure in competition with that of other regions. This advertising must be conducted continuously to be successful. Following survey of the prevailing conditions in the possible markets according to their importance, of travel trends and the varied factors likely to affect travel, the Bureau designed an advertising plan in accordance with its estimated budget. The plan comprised joint objectives of stimulating travel from markets already developed to some extent and of developing potential markets and extending the scope of them. In co-operation with the Washington State Progress Commission and Oregon Highway Commission, a joint advertisement, covering two pages printed in four colours, was used in the Saturday Evening Post. This one advertisement alone attracted 7,000 inquiries. The advertising plan, including national and regional campaigns, attractively presented information concerning opportunities available for pleasure- travel in British Columbia through media reaching more than 95 million paid subscribers— and a far greater audience when recirculation is considered. Due care was given, not only to selection of media and arrangement of schedules, but also to planning the pictorial theme, text, lay-out, and technique of treatment, the Bureau and agency collaborating fully in this respect. In addition to the broad advertising plan, consideration was given to special interests of cities and regions and displays with objective copy, in preparation of which local bureaus were consulted. This material was incorporated in the regional advertising. Similarly, local interests were considered with reference to the publicity campaign conducted on organized lines to support the advertising plan; and further consideration was given to the cities and regions by relaying inquiries attracted by the advertising to them. In addition to an energetic publicity campaign, outdoor advertising was used comprising fifty-one billboards erected at strategic points along the main highways of Pacific Coast States. As a large proportion of the present traffic is derived from this region, considerable percentage of the advertising expenditure was alloted to this area, although the effort to widen the market was not neglected. Media used, exclusive of the billboards, totalled seventy-six, carrying 578 advertisements and reaching 95,794,068 paid subscribers at a cost of 2,400 messages per dollar. A summary of the magazine and newspaper campaign—national and regional—follows: — Media. Advertisements. Lineage. Total Circulation. 15 8 20 6 17 9 1 ■ 44 27 200 60 166 80 1 4,323 2,514 44,800 13,448 13,560 6,754 224 39,368,132 743,011 Newspapers—■ 17,830,480 3,057,410 17,227,488 16,822,820 744,727 Totals 76 578 84,623 95,794,068 The geographical distribution of the circulation obtained, shown by regions comprising groups of States, follows:— National. Regional. Total. Per Cent. 5,035,349 5.26 1,426,291 1.49 5,968,963 6.24 9,928,944 10.36 11,552,652 12.06 3,385,495 3.53 979,381 1.02 1,091,057 1.14 Per Cent. 18,573,491 19.38 3,057,410 3.19 17,227,488 17.98 16,822,820 17.57 744,727 .78 Per Cent. 23,608,840 24.64 Mountain .._. _.. __ _ .... West Central _ 4,483,701 4.68 23,196,451 24.22 26,751,764 27.93 North Atlantic 12,297,379 12.84 3,385,495 3.53 979,381 1.02 1,091,057 1.14 Totals -- - - 39,368,132 41.10 56,425,936 58.90 95,794,068 100.00 DEPARTMENT OF TRADE AND INDUSTRY. 0 23 NATIONAL ADVERTISING. The national campaign comprised forty-three advertisements used in fourteen nationally circulated publications with an aggregate of 36,202,262 paid subscribers, inserted at a cost of 2,246 subscribers reached per dollar. As these publications have considerable recirculation, the total number of persons reached, many successfully, probably exceeded a hundred million. Magazines in which these advertisements were inserted included the National Geographic, American, Time, Colliers, Woman's Home Companion, Life, Fortune, Country Life, Sunset, Newsweek, Instructor, Grade Teacher, Scholastic. Advertisements also were used by the Bureau in special travel editions issued in the Chicago News and the New York Times. REGIONAL ADVERTISING. To reinforce the national advertising in various regions spot newspaper and other forms of displays were used in the Pacific, Mountain, West and East Central States. In the Pacific and Western States, display advertising was inserted totalling 270 advertisements in twenty- seven selected newspapers published in California, Oregon, Washington, Idaho, Colorado, Utah, Arizona, and Oklahoma; also (a) fourteen displays in six motor magazines—official publications of the leading motoring organizations which render valuable co-operative services; (6) a page advertisement in a widely circulated motor guide-book; (c) twelve advertisements in a special magazine circulated in guest-rooms of leading hotels; and (d) fifty-one billboards alongside Coast highways. These advertisements reached 18,573,491 subscribers. In the West and East Central groups of States smaller displays totalling 246 were used in twenty-six newspapers published in larger centres of Minnesota, Iowa, Missouri, Nebraska, Kansas, Michigan, Wisconsin, Ohio, Illinois, and Indiana reaching more than 34,000,000 subscribers at cost of over 7,000 per dollar. These newspaper campaigns were supported by an organized publicity campaign, one feature of which was the use of a series of eight illustrated three-column feature lay-outs prepared in mat form and circulated for eight weeks to 1,100 newspapers each week. These secured a large measure of publication in newspapers published in more than forty States. Also, a " See British Columbia First " advertising campaign was carried out, using five insertions—these advertisements being designed and produced by W. H. Currie of the Bureau's staff—in sixty British Columbia newspapers, supported by radio announcements, literature, and publicity. The Game Board co-operated by using advertisements in Field and Stream, Sports Afield, and Outdoor Life, appealing specially to hunters and fishermen and relaying inquiries to the Bureau. The advertising campaigns contributed measurably to the increase which took place in travel, particularly from wider markets. SAN FRANCISCO EXHIBITION. A feature of an extensive and energetic publicity plan which covered a wide and miscellaneous range was an attractive exhibit displayed in the Hall of Western States at the Golden Gate International Exposition at San Francisco, which is dealt with elsewhere in this report. LOS ANGELES OUTING SHOW. An attractive display was made by the Bureau occupying a prominent position at the annual Outing Show of the Automobile Club of Southern California. The display attracted much attention. The background consisted of a large reclining coloured map with representations of mountains, forests, lakes, and streams, with numerous enlarged photographs, and also casts of sport fishes. At each flank were pylons framing a series of large illuminated transparencies. The display was visited by about 250,000 persons largely interested in vacation travel and outdoor recreation. It was attended by the Commissioner, incidental to a contact trip to California. A large number of registrations were made of those interested in visiting the Province, and subsequent information indicated that a considerable proportion had made visits. The Automobile Club of Southern California which sponsors this show renders valuable services to the Bureau by distributing literature, disseminating information, directing travel and otherwise; and in addition to its value as a medium for attracting travel directly it serves to augment the good-will of this organization. Material also was provided for a display of the Canadian Travel Bureau at the New York World's Fair; a display made by the Pacific Northwest Tourist Association at Chicago; and for window displays arranged 0 24 BRITISH COLUMBIA. by the Woman's Home Companion. In addition to literature sent to these exhibits, supplies of literature and films also were provided to the exhibit of the Canadian National Railway at the New York Fair. "ASK MR. FOSTER" SERVICE. Arrangement was made with the " Ask Mr. Foster " Service, whereby its services were engaged to encourage direct travel to the Province. Posters and publicity material were displayed at each of the seventy-two agencies operated by this service in centres scattered over the continent. Supplies of literature were made to each of the offices. The various bureaus of this service interviewed prospective visitors and informed them concerning the vacation opportunities of the Province, and lists of persons dealt with were forwarded to the Bureau. To facilitate the answering of inquiries at each agency a comprehensive folio of answers to possible questions—compiled by W. H. Currie originally to aid attendants at the exhibit at San Francisco—was supplied. DISTRIBUTION OF PHOTOGRAPHS. Further improvement was made to the photograph library, now standardized to enable economic distribution of prints. An extensive photograph library is a necessity, prints being required not only for distribution for publicity purposes but also to provide illustrations for advertisements and for illustrating the booklets of the Bureau. Some pictures were enlarged and transparencies produced for display purposes. Efforts are being made constantly to improve the library. Officials of the Bureau have visited various sections of the Province to obtain new prints, and other additions have been made by purchase from time to time. Use of colour is steadily expanding, and special attention is being paid to the assembly of koda- chrome pictures. MOTION PICTURES. A number of additions were made during the year to a library of motion pictures begun some years ago. In its initial stages the library consisted for the most part of prints obtained on indefinite loan from various branches of the Dominion Government and from trans- continent railways. Additions were made to suitable films by purchase, and later the Bureau began to produce its own films. During this year some additions have been made of films produced by officials of the Bureau. Numerous showings have been made. Additions were made during the year to the equipment. It is anticipated that improvements will be effected in organization of the film library, and that additions will be made to the library and equipment during the coming year. It is hoped, also, to improve and widen the distribution. Investigations are being made with view to arranging for production of a theatre-sized travelogue film for wide-scale theatrical showing. POSTERS AND CAR STICKERS. Two striking posters were produced by the silk-screen process and were widely distributed and exhibited. A motor-car sticker in four colours, attractively designed, was produced and distributed to visiting motorists. Co-operation in distributing these stickers to incoming motorists was given by border customs and immigration officials, travel and tourist bureaus, boards of trade, gasoline-stations, and others. LITERATURE. During the year 253,942 pieces of literature were distributed to satisfy inquiries and to supply various agencies and organizations which co-operate to provide distribution. Literature provides the most efficient and most economic means of satisfying inquiries and is a valuable medium of publicity. The production, and notably the supply, of literature offers problems. Keen competition requires that booklets should be highly attractive and adequacy of supply is essential. However, the amount available for this purpose is limited. Solution of problems of production and supply within scope of the funds available require use of considerable technical skill. In order to cope with the literature problem and to enable the production of high-class material in as ample quantity as possible, it was determined to restrict the range of publications issued to those considered as essentials. The demand is steadily increasing, owing to DEPARTMENT OF TRADE AND INDUSTRY. O 25 increasing numbers of inquiries and increased demands from many sources for supplies for distribution. In addition to the demands for the exterior propaganda, the Bureau is faced with heavy demands for local bureaus, travel agencies, boards of trade, and other organizations within the Province, and the necessity—at considerable expense to the Bureau—of s-upplying the requirements of the Agent-General's office in London. The compilation of booklets, in large measure, is carried out by W. H. Currie, who has developed much ability in this regard. The several booklets, attractively prepared and produced in the Bureau, have brought commendation from experts. The chief publications include (a) " British Columbia, Canada," a folder incorporating numerous reproductions of photographs and a map with minimum of letter-press, used for broadcast and rack distribution as an initial approach to prospective visitors, and containing an invitation to write for further information and booklets; (b) " Alluring British Columbia," a well-illustrated booklet with a number of illustrations in four colours, dealing broadly and concisely with the attractions; (c) " British Columbia's Picturesque Highways," an illustrated road guide with strip maps dealing with highways, routes, and historical and other notes; (d) "Hunting and Fishing," illustrated, dealing with sporting and recreational facilities; (e) " Tweedsmuir Park," illustrated, dealing with the park and the visit to it of Governor- General and Lady Tweedsmuir. To provide for other than travel-promotion purposes the Bureau also compiles and publishes: (a) "British Columbia," illustrated, dealing generally with resources, industrial, settlement, and other opportunities; (6) " Questions and Answers," a pamphlet containing several hundred questions largely asked appertaining to regulations and other matters and answers to them; (c) Land Series bulletins, comprising wide range of pamphlets dealing with regulations regarding lands, and with topographical and other conditions in the various land districts and divisions. Various other leaflets, bulletins, and informative circulars are prepared dealing with hunting, fishing, customs, and other regulations; canoe trips, waterways, etc.; also much mimeographed material of informative nature. The Bureau also acts as a clearing-house for literature of a number of local bureaus, resorts, stopping-places, etc., for the Canadian Travel Bureau, Dominion Parks, railways, and other organizations. All publications and printed matter are produced for the Bureau by the King's Printer. Road Bulletins. As a service to travellers and also aid to publicity, the Bureau prepares and distributes fortnightly during the travel season bulletins dealing with prevailing road conditions. Information, up to date, is obtained through co-operation of the Department of Public Works and British Columbia Police. The district engineers assemble information which is forwarded by the radio service of the Police. This information is co-ordinated and condensed into bulletins by the Bureau; mimeographed and dispatched to more than 300 organizations, including motor clubs—many of which recirculate the information—travel bureaus, newspapers, boards of trade, local tourist bureaus, and others. CONTACTS AND CO-OPERATION. The Bureau has established close relations with many organizations and interests, notably in the more important travel markets, through which valuable co-operation is obtained enabling extension of publicity, distribution of literature, dissemination of information, and direction of travel. These relations, built up and extended each year, aid much in the promotional efforts of the Bureau. To maintain and improve these connections periodical visits are necessary. Consequently in April, incidental to arranging and attending the Outing Show display at Los Angeles and attending the Pan-American Travel Conference held at San Francisco, the Commissioner visited and conferred with a large number of executives of motor organizations, travel bureaus, transportation, oil company, hotel, newspaper, magazine, film- producing and other organizations, syndicate services, advertising and publicity agencies, and others. Also, arrangements were effected relating to advertising and publicity schedules of the Bureau. Amono- arrangements at Seattle was a provision for syndicating publicity material by the Hearst newspapers, and for interchange of inquiries with the Washington State Progress Commission and Evergreen Playground Association. At Portland inclusion of material in radio scripts, improved services of local travel bureaus, and co-operation with the Oregon Highways Association were among arrangements effected. At San Francisco arrangements were made with feature syndicate services, newspapers, magazine representatives, oil companies, and others for further publicity; discussions held with travel bureaus, and arrangements made for window displays in transportation offices. Conferences with motor clubs effected improved distribution of literature and information, and arrangements were made for inclusion of a large transparency in a motor association exhibit on Treasure Island. Discussions were held with representatives of Colliers regarding unsatisfactory references in articles and understanding reached that due care would be taken to represent the Province more correctly. Also discussions were held with officials representing the Women's Home Companion for inclusion of British Columbia material in window displays and radio broadcasts sponsored by the magazine. At Los Angeles, in addition to attending the Outing Show exhibit, valuable contacts with the Automobile Club of Southern California were strengthened; arrangements made for use of material by a syndicate service; and conferences held with the All Year Club, oil company officials, newspapers, radio, and other interests. Inclusion of British Columbia material in special events features planned by the Columbia Broadcasting Company was arranged, and valuable information obtained relating to film production. Incidental to the trip, considerable volume of publicity was obtained through newspapers, radio broadcasts, etc. INQUIRIES. Increased number of inquiries were dealt with—both respecting tourist travel and dealing with settlement, resources, and various matters requiring special treatment. The Canadian Travel Bureau again relayed inquiries affecting British Columbia to the Bureau. The inquiries dealt with during the year, compared with those handled in the preceding year, were:— 1939. 1938. Replies to advertising 13,410 6,357 " Ask Mr. Foster " service 5,003 __________ Canadian Travel Bureau 6,938 4,545 Evergreen Playground Association 1,430 4,535 Washington State Progress Commission __._ 1,746 21,406 Pacific Northwest Tourist Association 127 249 Game Board 1,056 1,016 San Francisco Exhibit— General 144,355 Special 2,782 176,847 38,108 General inquiries ____ 11,473 9,993 Totals 188,320 48,101 Literature distributed, pieces 253,942 147,224 FIELD-WORK. During July, W. A. Macdonald, with energy and ability, engaged in field-work in Washington and Oregon. He travelled over 2,600 miles and visited officials in charge of travel bureaus, boards of trade, motor associations, transportation offices, newspapers, radio stations, hotels, resorts, motor camps, garages, etc., engaging, in general, as a " travelling salesman" for British Columbia's touristic opportunities. In all, 227 organizations and establishments were visited. Among other points, the following cities were visited: Seattle, Olympia, Walla Walla, Yakima, Wenatchee, Spokane, Portland, Astoria, Salem, Eugene, Roseburg, Grant's Pass, Medford, Klamath Falls, Bend, Dalles, Creston, Trail, Grand Forks, Nelson, Oliver. Calls were made at twenty-six travel bureaus, twenty-two chambers of commerce, seven motor association offices, seventeen transportation offices, forty-six hotels, forty-seven motor camps, six resorts, nine immigration offices, six police posts, three sporting goods establishments with clientele interested in British Columbia, twenty-one garages and other places. Many individuals planning vacations were contacted and advised regarding routes and attrac- DEPARTMENT OF TRADE AND INDUSTRY. O 27 tions. Three motion-picture films in colour were shown at several places. At Walla Walla the showing was sponsored, by the chamber of commerce, and subsequent newspaper comment indicated that the pictures attracted much attention. Literature totalling 30,312 pieces was advantageously distributed and arrangements made for future supplies to several agencies. Posters were circulated, displays arranged, and supplies of wind-shield stickers furnished for issue at border points. The Bureau's contact officer reported keen interest in British Columbia, willingness to co-operate in distributing literature, publicity, and information; and general attitude, notably on part of travel directors, of friendliness and wholesome regard for the undoubted attractions of British Columbia. ORGANIZATION OF LOCAL BUREAUS. A valuable part in the development of the tourist industry can be taken by regional tourist bureaus supported by local enterprise. For many years the Vancouver and Victoria bureaus, largely supported by civic grants augmented by subscriptions, have promoted travel to their localities successfully, and many other cities and regions have become interested in the development of district activities. The role of such bureaus is important. The Government Travel Bureau, or Tourist Council, cannot achieve complete success without the aid of these offices as there are many duties which the central bodies must, of necessity, leave to local enterprise. The exterior propaganda of the Government Bureau will do much to make the attractions in general—and local opportunities in some degree—more widely known; but it is desirable that cities and communities which can benefit should engage to take advantage of the promotional work of the Government Bureau. A district bureau can advantageously engage to seek improvement of access, transportation, reception, accommodation, and entertainment of visitors; to secure preservation and betterment of local attractions, resources, and equipment. It can organize reception and entertainment. It can develop artificial stimulants, such as celebrations of historic, sporting, or other events; can stimulate and co-ordinate efforts of other organizations; can act as intermediary between public administration, boards of trade, motor or other organizations and interests. The local bureau can look to maintenance of standards in the equipment for catering to tourist travel, to improvement of fishing or other recreational sites; can regulate guide and other services; promote use of products and merchandise grown or produced in that area; encourage use of arts and handicrafts. In fact, there is wide range of activities open to the local bureau apart from seeking to make the region better known. The Government Bureau can co-operate in many ways. It can provide a clearing-house for further distribution of regional information, literature, and publicity; can relay inquiries; and can co-operate with the various agencies more effectively through the channel provided by a local bureau. These bureaus can, in turn, advantageously co-operate with the central bureau by providing copies of the documentation assembled relating to local information. The British Columbia Government Travel Bureau has encouraged the establishment of district organizations, and to this end visits were made to Kamloops, Vernon, Penticton, Grand Forks, Nelson, Trail, Rossland, Cranbrook, Nakusp, Prince Rupert, Stewart, Smithers, Burns Lake, Vanderhoof, Prince George, Quesnel, Lillooet, Nanaimo, and Port Alberni, where meetings were addressed and discussions held with boards of trade and other interested bodies and persons. Several of the cities, with energetic support of their boards of trade and other bodies have established bureaus, some of which have already accomplished much for their districts. Work along this line is proceeding. SEE BRITISH COLUMBIA FIRST. Following upon recommendations of the Tourist Council that, in addition to exterior propaganda, attention should be given to development of domestic travel, the Bureau planned and executed a " See British Columbia First " campaign. Attractive advertisements were prepared and inserted in over sixty of the newspapers of the Province. A series of five advertisements was used, each stressing some phase of the attractions and the desirability of a vacation in the Province. These advertisements attracted much interest. Through co-operation of the manager of the Canadian Broadcasting Corporation station at Vancouver, arrangements were made for daily broadcasts in support of this campaign, and ■ announcements prepared by the Bureau were made at close of the station's programmes each day O 28 BRITISH COLUMBIA. during the holiday season. Sticker-stamps, in four colours and of attractive design, were printed in quantity and supplies were forwarded to various organizations and agencies for distribution; also a leaflet, in part printed in four colours and including scenes in Interior districts, together with a tracery of the highway system, was printed and supplies were made available to firms and others with large mailing-lists for inclusion as inserts in their mail. MARKING HISTORIC SITES. Study relating to marking historic sites and preserving historic objects with a view to furthering tourist travel was made by the Bureau, inclusive of developments and methods elsewhere. Information was assembled and compiled of sites and objects available for consideration. Local opinion was canvassed and numerous organizations and persons were invited to provide lists of historic events relating to their regions considered suitable for commemoration, with approximate locations and notes dealing with their significance. Research was made by the Bureau and a report, comprising information under various other heads bearing upon this matter, was prepared. Included were references to the activities in British Columbia of the Historic Sites and Monuments Board of Canada, with lists of the sites and objects marked by the Board. Investigations were made regarding marking of historic sites, preserving—and also restoring and reconstructing—historic objects in various parts of the United States. The information obtained was epitomized and included in the report, together with reproductions depicting examples of signs, shelters, shrines, and other forms of markings; also of reconstructions, some of large scale. The possibilities for like restorations in British Columbia, and their utilization for publicizing touristic resources were instanced. IMPROVED COLLECTION OF STATISTICS. Statistics relating to tourist travel are compiled monthly, and annual reports issued. The Dominion Bureau of Statistics, the Customs and Immigration services co-operate in the compilation. The statistics provided are incomplete; and in some cases are prepared following methods which result in inaccurate impressions of actual conditions—particularly with reference to outgoing Canadian cars. Correspondence was exchanged with officials of the Dominion statistical bureau with a view to securing statistics which enabled a more accurate statement, notably of the outgoing Canadian traffic, being secured. It was disclosed that the method used in this respect was not uniform and that some classes of this traffic were not taken into consideration in Eastern Provinces but were included with reference to British Columbia. Many instances were presented indicating how the figures were unduly swollen by inclusion of all trans-border travel, including taxis in some instances, large proportion of which remained beyond the border for brief duration; by constant repetition of commuting travel; and by inclusion of traffic which crossed between two Provincial points. The result was that the figures presented for outgoing British Columbia cars—which were nearly triple the number of passenger-cars registered in the Province—gave the impression that an adverse balance existed in motor travel, which is not the case. The result of this correspondence was that in June an arrangement was effected whereby outgoing traffic was thereafter shown in two classes—namely, cars remaining less than twenty-four hours and cars remaining over twenty-four hours. Under the prevailing method of*presenting statistics of tourist travel the only accurate statement is that of the numbers of United States cars entering through customs ports on the international border. Based on information from a limited number of returning motorists, averages for Canada are presented annually of the passengers per car, stay, expenditure, and mileage travelled. Figures are presented as showing arrivals by rail and by steamship from the United States; but these cannot be considered as showing the actual traffic. For instance, none of the incoming rail traffic is credited to the main transcontinental railways, the figures for British Columbia including only persons who entered directly from the United States by railways crossing the border within.the Province. Arrivals by ocean steamship are shown for Canada only, without segregation; and information is lacking regarding various classes which contribute to tourist travel in the aggregate. The consequence is that, in order to obtain information from a Provincial standpoint, it is necessary that steps be taken to secure more accurate data. This matter was discussed with the Director of the Bureau of Economics and Statistics and various suggestions were DEPARTMENT OF TRADE AND INDUSTRY. 0 29 made for securing information relative to various forms. Not until this information is developed will it be possible to make a close estimate of the volume or value of the tourist traffic. INTER-AMERICAN TRAVEL CONGRESS. The Bureau was represented at the first Inter-American Travel Congress, held in April at San Francisco, under auspices of the Golden Gate International Exposition and Pan- American Union. Delegates representing twenty-two American countries attended. Many topics were discussed; among them the proposed Alaska Highway and a Pan-American Highway. Plans were outlined for inter-American motor caravans starting from Washington, Ottawa, and Buenos Aires to meet at Bogota, Colombia, October 12th, 1942, to inaugurate a Pan-American highway system. Improvement of highways, hotels, and resorts; control for protection of travel; simplification of passport and immigration regulations, bi-lateral agreements between countries to further travel promotion were discussed. Establishment of national travel boards to co-ordinate activities and co-operate in developing inter-American travel was recommended. Discussions dealing with marketing, travel, publicity, cultural effects of travel promotion, and various other phases elicited useful information. It was recommended that an inter-American travel office and permanent secretariat be established with co-operation of the Pan-American Union; and the Congress was organized on permanent basis, with D. Leo Dolan of the Canadian Travel Bureau as chairman, and arranged to hold its next convention at Mexico City in 1941. CO-OPERATION. The Bureau enjoyed, and provided, co-operation with various Departments of the Government service, travel and tourist bureaus, boards of trade, transportation and other organizations and interests. The Public Works and Police Departments aided by assembling and forwarding information on road conditions, enabling successful development of a road bulletin service; the Game Commission assisted in dealing with inquiries concerning hunting, fishing, and other matters, and in improving recreational facilities. The Forest Branch engaged to improve attractions. All branches readily responded to requests for specific information at times required to deal adequately with inquiries. The Canadian Travel Bureau, National Parks, Customs, Immigration, and other Federal services co-operated by relaying inquiries, providing literature, and otherwise. The Dominion Bureau of Statistics furnished data freely respecting travel. The Washington State Progress Commission, Oregon Highways Commission, Evergreen Playground Association, Vancouver, Victoria, and other tourist bureaus readily co-operated; as also did boards of trade, both senior and junior. The Commissioner attended the annual convention of the Junior Board of Trade to outline the Bureau's activities and arrange for co-ordinating co-operation. The convention appointed a special Provincial committee to deal with tourist traffic affairs, and committees to deal with this business have also been appointed by many local boards. PROVINCIAL TOURIST COUNCIL. The British Columbia Tourist Council met in November. Due to resignations of W. H. J. McMillan, of Kamloops, and H. M. Whimster, of Nelson, Messrs. Sydney Smith and W. G. Lanskail were appointed to the Council in their stead. A summary of the work of the Government Travel Bureau during the year, of travel conditions and prospects, and a statement respecting the advertising, publicity, and other plans proposed for the coming year was presented and approved. Many subjects relating to tourist travel and its improvement were brought forward by various members and discussed. Among matters dealt with were travel to Interior points; improved collection of statistics; control of coarse fish; improvement of fishing-places; publicity by means of radio broadcasts; development of the use of motion pictures; accommodation for travel; marking of historic sites; development of ski-ing and ski-ing grounds. The Council, appointed in 1938, consists of the following members:— 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. O 30 BRITISH COLUMBIA. 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. Sydney J. Smith Kamloops Board of Trade. W. G. Lanskail Nelson Board of Trade. Since its formation the Council has discussed and studied many phases relating to the tourist industry and its promotion, has made various recommendations, and by its advice has assisted the Bureau in the development of its plans and work. OFFICE-WORK. The Bureau's activities, as evidence by review of the many phases dealt with, covers wide range and involves a mass of office detail. Considerable volume of documentation has to be assembled, revised, catalogued, and filed. An encyclopaedia of information has to be compiled, dealing with a wide range of subjects—touristic and other resources, equipment, markets, travel trends, media available for advertising and publicity, and others. A large volume of correspondence has to be dealt with and filed. Recording, book-keeping, accounting, and vouchering expenditures, checking advertising and publicity, counter work to deal with direct inquiries; follow-up to develop potential business; circularization, collection of statistics, packaging, mailing, and many other duties make great and varied volume of office detail which taxes the capacity of the staff. GOVERNMENT ADVERTISING. In addition to the tourist traffic promotion, information, and other duties, the Bureau also acts as an advertising agency charged with placing, supervising, and accounting for the advertising business of all Departments and branches of the Government service. In some instances it also acts as advertising counsel; assists in preparing and arranging material; in fact, renders all services of an advertising agency. The Bureau's functions in this respect result in increased efficiency and effect much economy. SETTLEMENT INQUIRIES. The Government Travel Bureau's interest in settlement and general development was explained at length in last year's report. That the Bureau should be interested in those angles is entirely natural, when it is borne in mind that many of our permanent residents came in the first place as tourists. Also, in its work of fostering and encouraging travel to all parts of the Province the Bureau has gained an extremely comprehensive knowledge of the Province as a whole. Indeed, it is safe to say that no branch of the Service has a better or more practical insight into the domestic situation or is better equipped to deal with questions of a broad general nature. In those circumstances, the Bureau is the repository for all settlement inquiries where careful consideration and exhaustive detail are required, and it has been singularly successful in dealing with them, taking quite considerable pains to give them complete and sympathetic attention. In this, it has the ready co-operation of the other Departments, which recognize the Bureau's unusual facilities for this work. The disturbed state of Europe and its inevitable reaction in other portions of the globe, of course has affected this phase to some extent. Emigration from Europe has to all intents been suspended, and there are few remaining countries anywhere from which such movement is unrestricted. On the other hand, there is a marked eagerness to inquire into the conditions which prevail in Canada, and notably in British Columbia, and a keen anxiety to take advantage at the first opportunity of the safety and security which this country seems to afford. The following inquiries are typical:— From Lima, Peru: " I should be most grateful if you could supply me with two really good maps, one of Vancouver Island and one of British Columbia, the price per acre for land DEPARTMENT OF TRADE AND INDUSTRY. 0 31 suitable for small fruit and chicken farming, a rough idea of place about 50 acres with house, cost of living, schooling, etc." From Para, Brazil: " While at San Francisco last summer, I visited your exhibit on Treasure Island. Although I am interested in travel in British Columbia, my main object is to find out about the possibilities of securing a place and owning it." From Winnipeg, Man.: "A friend of mine is thinking of coming out to Canada to live. He has lived in India for years, and I should think the most suitable part of Canada for him would be Vancouver Island." From Batavia, N.E.I.: " I am anxious to have some general information on immigration, naturalization, income tax, cost of living, etc. For reasons of an entirely private nature, I now wish to leave this country for good towards the end of the year, and would like to settle down in your country." From Hong Kong: " Your address has been given me by the Canadian Government Immigration Commissioner. I would like to find for my family a quiet and healthy place to settle down, preferably in the neighbourhood of Victoria or Vancouver." From Kenya Colony, East Africa: " I thank you very cordially for the trouble you have taken, and for the kindly courteous tone of your letter, also for the numerous publications relative to British Columbia." From Hong Kong: " I expect to retire from the Hong Kong Government Service next year and would be grateful if you could let me know something of living costs in British Columbia." From South Euclid, Ohio, U.S.A.: " I have just received a letter from a party in India who wants to settle in British Columbia early next year." From Mackenzie Island, Ont.: " I have often thought of a small acreage in your Province, a place where a person could settle down comfortably, not to start making money, but a living." TOURIST TRAVEL DURING 1939. Volume or value of the tourist traffic cannot be accurately measured until more complete statistics are available. The only definite information relates to but one phase—motoring travel from the United States—and covers but part of the detail in that respect. The numbers of United States motor-cars entering directly through customs ports is shown under heads of 48-hour, 60-day, and 6-month permits in the reports issued by the Dominion Bureau of Statistics; also averages for Canada struck from information obtained from limited proportion of this traffic enables comparative estimates of the numbers of passengers per car, days' stay, expenditure, and mileage travelled. The Dominion statisticians also present figures, with similar averages, purporting to show the numbers of arrivals by rail and steamship from the United States; but these returns, particularly with respect to the rail travel, cover but a proportion of the actual travel. The totals for rail travel from the United States into the Province comprise only those who come by railways crossing the international border directly into the Province and arrivals by the main transcontinental railways—which are credited to the Provinces of entry irrespective of destination—are not included. Thus, the figures shown cannot be considered as being inclusive of total travel. Further additions are to be made to the motoring traffic of travel of United States and Canadian cars over the Alberta border and of cars from other Provinces coming by way of the United States and crossing through border customs ports. Ocean steamship and bus, air, and ferry travel is not segregated by Provinces in the returns; and various forms of travel which add materially to the volume and value of the business, such as coastwise and steamship excursions, yachting, hunting, and fishing, and other classes are not taken into account; nor is consideration given to interprovincial travel. Consequently estimates of the volume or value of the tourist travel must necessarily be rough approximations computed under three heads: (1.) From information provided in the reports of the Dominion Bureau of Statistics of (a) the numbers of United States motor-cars checked when entering the customs ports in the three classes, and the number of travellers' vehicle permits issued to commercial and other cars which make repeated crossings, with computations of the numbers of passengers, days' stay, and expenditures based on the averages for Canada published by the Dominion bureau; (6) the numbers of arrivals by rail or by steamship from the United States as reported by the Dominion statisticians with computations of O 32 BRITISH COLUMBIA. stay and expenditures based on averages as furnished. (2.) Calculations based upon arbitrary assumptions of the proportions of ocean travel and bus, air, and ferry traffic, and of the expenditures of these classes as reported, which can be conservatively estimated as the share enjoyed by British Columbia. (3.) Estimates based upon such information as can be obtained of various other contributing classes not considered in the report of the Dominion Bureau of Statistics on tourist travel. • (1.) (a.) United States motor travel through customs ports:— Cars. Persons. Average. Expenditure. Average. 1939. 47,701 113,781 81 7,392 143,839 328,827 221 ? 3.08 2.89 2.73 $996,599 10,029,795 13,548 1,578,400 $21.34 88.15 6-month cars 167.26 200.00 Totals 472,887 $12,618,342 1938. 42,635 117,869 10,658 134,300 346,535 , 1 3.15 2.94 $952,982 11,171,623 2,131,600 $22.35 94.78 200.00 Totals 480,835 [ 1 $14,256,205 (1.) (6.) Rail and steamship from United States, as shown:— Persons. Expenditure. Average. 1939. Rail from U.S _ —- 36,743 $2,831,783 148,782 | 8,019,349 $77.07 53.90 Totals _ 185,525 | $10,851,132 1938. Rail from U.S ___ 35,520 $2,229,235 102,903 j 5,145,150 $62.76 50.00 Totals 138,423 $7,374,385 (2.) Ocean steamship and bus, air, and ferry travel, based on assumed proportions of 25 per cent, and 8 per cent., respectively, of totals shown for Dominion:— 1939. Persons. Expenditure. Ocean travel 4,044 $3,103,250 Bus, plane, ferry, etc. 220,320 1,680,000 Totals 224,364 1938. Ocean travel 3,866 Bus, plane, ferry, etc. 209,840 Totals $4,783,250 $3,670,750 1,600,000 $5,270,750 Based on these showings the direct United States motor travel through customs ports and rail and steamship travel from the United States credited to British Columbia, plus assumed proportion of 25 per cent, of ocean steamship travel—more than that percentage is shown as originating in Asia and Oceania—and of 8 per cent, of the bus, plane, ferry, and other travel as shown for the Dominion, would aggregate as follows:— Persons. Expenditure. 1939 882,776 $28,252,724 1938 : . 832,964 26,901,340 DEPARTMENT OF TRADE AND INDUSTRY. 0 33 There remain further classes not taken into account in the report upon tourist travel, including: (1.) Additional motor travel of United States and Canadian cars entering by way of the Alberta border and of Canadian cars coming by United States highways and entering through customs ports, at least exceeding 15,000 with about 45,000 passengers whose expenditures, based on the average of $88.15 shown for 60-day cars from the United States, would total $1,322,250. (2.) Additional rail travel (a) from the United States and entering in other Provinces and continuing into British Columbia by the transcontinental railways, and (6) Canadian rail travel from other Provinces. These further rail travellers will probably exceed 40,000 with probable expenditures exceeding $2,000,000. (3.) Recreational classes— hunting, fishing, yachting, etc., and other forms, probably included in some degree in other forms shown but having much higher average expenditures with effect upon expenditures. (4.) Coastwise steamship traffic, including Alaska, British Columbia coast and local trip excursion business. These several classes would probably result in addition of about $5,000 to the tourist expenditures. It can be conservatively estimated, when consideration is taken of all forms and classes which contribute to the tourist traffic and tourist income that, with due allowance for possible duplication, that the tourist traffic of British Columbia circulates in excess of $30,000,000 a year—possibly much more. United States Motor-cars as reported by Customs Ports. 1938. 1939. 48-hour. 60-day. Total. 48-hour. 60-day. Total. Pacific Highway.. - 4,108 4,696 5,224 3,712 3,330 48,571 19,543 9,983 4,978 5,643 242 19 88,979 9,836 2,288 12,124 3,732 43 157 52,679 24,139 15,207 8,690 8,973 242 19 109,949 9,836 2,288 12,124 5,079 126 163 5,568 4,459 5,850 4,280 3,106 43,047 22,907 9,218 5,771 5,707 226 14 86,890 8,146 1,438 9,584 4,660 79 238 4 4,981 2,669 78 4,571 1,146 198 1,513 1,893 48,615 27,366 15,068 10,051 8,813 23,263 14 110,153 8,146 1,438 9,584 6,777 188 289 Lower Mainland _ — 20,970 1,347 83 6 2,117 109 51 3 2,280 4,291 3,828 3,779 2,600 1,405 Similkameen , Bridesville 1,436 4,998 4,418 1,493 3,025 1,543 3,932 2,803 56 4,049 1,816 144 1,893 1,494 75 504 12,834 5,368 7,801 4,474 5,542 4,841 1,687 1,893 1,494 136 1,165 29,033 3,756 274 4,030 7,261 6,950 3,906 8,350 3,746 1,603 1,513 2,115 222 933 17,058 3,885 215 4,100 61 661 16,199 3,756 274 4,030 347 12,405 2 1,280 29,463 3,887 215 2 4,102 Totals 42,635 117,870 160,604 46,701 113,862 160,563 O 34 BRITISH COLUMBIA. Origins of 60-day United States Cars by States, 1939. Washington 79,526 California 16,017 Oregon 6,506 Idaho 1,646 Montana 916 Illinois 803 Colorado 615 New York 569 Texas 565 Michigan 464 Utah 417 Minnesota 411 Ohio 396 Kansas 388 Missouri 337 Nebraska 315 Pennsylvania 295 Iowa 287 Oklahoma 255 Florida 213 Wisconsin 252 Indiana 209 Arizona 202 Massachusetts 188 Wyoming r_. 178 New Jersey _i_ 150 Nevada 133 North Dakota 129 Georgia 120 District of Columbia 111 South Dakota 105 Virginia 87 Tennessee 80 Kentucky _. 79 Louisiana 73 Connecticut 73 New Mexico 68 Maryland __ 58 North Carolina 45 South Carolina _ 43 Arkansas ,___ 43 Alabama 37 Mississippi 32 Maine 25 New Hampshire 24 Rhode Island 24 West Virginia 23 Delaware ___ 19 Vermont 9 Others __.. 302 Total 113,862 Percentages of 60-day United States Cars from Groups of States in Various Regions. 1937. Pacific States 91.26 Mountain 2.98 West Central 2.59 East Central 1.64 North Atlantic 0.86 South Atlantic 0.45 Others . 0.22 United States Cars entered through Customs Ports. (Passengers, days' stay, expenditure, and mileage computed from averages reported each year by Dominion Bureau of Statistics.) 1938. 1939. 87.76 89.62 4.80 3.67 3.43 2.55 1.95 2.07 1.20 1.19 0.62 0.63 0.24 0.27 Year. Cars. Persons. Days' Stay. Expenditure. Mileage. 1930 _ — 185,418 169,475 143,879 102,863 110,041 116,883 144,108 156,398 160.504 593,486 507,170 447,466 293,466 329,051 366.987 826,798 788,855 832,927 426,933 488,032 614.120 $15,872,180 13,473,200 10,644,855 4,397,679 5,506,895 8,060,274 8,606,292 11,490,887 12,043,000 11,039,942 69,878,780 75,168,080 64,153,756 40,008,951 46,473,012 54,615,159 73,515,417 91,461,394 87,317,080 87,582,582 1931 -_- — 1932 1934 1935 _. 1936 445,774 757,517 470,051 931,026 476.956 ! 935 Ri9. 1939 160,663 472,887 | 871,879 Total, 10 years- - 1,450,132 4,403,293 7,473,729 ! I $101,135,204 690,074,211 DEPARTMENT OF TRADE AND INDUSTRY. O 35 THE GOLDEN GATE INTERNATIONAL EXPOSITION, SAN FRANCISCO, FROM MARCH 31st TO OCTOBER 29th, 1939. In last year's report we dwelt upon the success which had attended British Columbia's exhibit to that date, and are now pleased to say that its remarkable popularity continued until the closing of the Exposition. Inclement weather during the months of March, April, and May affected the general attendance, but during these months and until the end British Columbia's display received a full measure of attention. Actually the Exposition ran for 254 days, and in that period the Commissioner was privileged to address thirty-two different organizations in the cities bordering on San Francisco Bay and to speak over the several networks, including that of the National Broadcasting Corporation, on twenty-two separate occasions. At all times the reception accorded to British Columbia was extremely gratifying. Indeed, the publicity given us by the press of California and the various radio stations was of inestimable value. The attitude of the press throughout was warmly cordial, and as much space was given to British Columbia as to all the other exhibitors in the Hall of Western States combined. Scrap-books were compiled of these innumerable notices and reflect admirably the interest shown in British Columbia's display. Distribution of appropriate literature was an important feature. This included 225,000 special pamphlets, "British Columbia, 1939, the Royal Year"; 1'3,000 British Columbia Government automobile stickers; 10,000 pamphlets, " The Evergreen Playground "; 22,500 road maps of Western Canada and the Western States; and 3,250 copies of the booklet " Canada Calls." The two last named were supplied by the Canadian Travel Bureau from Ottawa, delivered directly to our exhibit free of charge, and.we would like here to express a warm appreciation of Mr. D. Leo Dolan's courtesy and friendly co-operation in this regard. The booklet " Canada Calls " was an outstanding publication and, naturally, was used with some discretion. It excited much highly favourable comment and was the means of sending many parties to British Columbia. Literature was placed in hotel libraries, tourist bureaus, and travel agencies, and was forwarded by request to a large number of high schools in California where it will be permanently available. Apart from the distribution from San Francisco, no less than 147,000 pieces of literature were mailed by the British Columbia Government Travel Bureau, in response to requests by visitors to our exhibit, to points as far distant as Western Australia. During the period of the Exposition, conventions were frequent in San Francisco. Most of them were given written invitations to the exhibit and all of them were supplied with literature. In March, 1939, the Commissioner arranged with the Exposition for July 1st to be set aside and recognized as " British Columbia Day." The occasion was marked by the official visit of the Honourable T. D. Pattullo, K.C., LL.D., whose party was met at the State boundary and escorted by a detachment of the State Motor Police for the entire distance. On the morning of July 1st the Prime Minister was received on Treasure Island by the Exposition officials and a detachment of the Royal Canadian Mounted Police under the command of Col. T. H. Irvine, when the Canadian flag was raised with impressive ceremony to the strains of " O Canada " and the American National Anthem. Later the Prime Minister was greeted by the Honourable George Creel, United States Federal Commissioner to the Exposition, and escorted over the Federal Building and Treasure Island and, finally, to witness the arrival of 110 vessels of the United States Navy. An official luncheon followed, tendered by the State, the City of San Francisco, and the Exposition Board, at which the Prime Minister was met by a gathering of 250 leading Federal, State, and civic officers, among them Governor Culbert L. Olson. This was followed by a series of colourful and impressive events specially designed to emphasize the theme of " British Columbia Day," at all of which the Prime Minister was the central figure and principal speaker to an audience of over 6,000. Altogether, " British Columbia Day" was a complete and outstanding success and a highlight of the entire Exposition. 0 36 BRITISH COLUMBIA. Unfavourable weather affected travel in British Columbia during the early part of the season, and labour troubles entirely beyond our control reduced the annual influx to Victoria and Vancouver Island. However, it is certain that British Columbia's participation in the Golden Gate International Exposition, where this Province was the only part of the Dominion to be represented, will have far-reaching effects, and that its influence will be felt for many years to come. With Europe closed entirely to the pleasure-seeker and ocean travel robbed of much of its appeal, it seems reasonable to assume that British Columbia and Canada will receive a greatly increased share of American travel in the next few years. During the 254 days of the Exposition, 10,496,203 people visited Treasure Island—an average of 41,323 persons per day. Of this number, 1,275,998 visited British Columbia's exhibit—slightly over 12 per cent, of the total admissions and an average of 5,023 per day. In all, 282,380 persons, or over 22 per cent, of our visitors, registered themselves as desiring further information on travel, sport, and settlement in this Province. In conclusion, we would like to express our sincere appreciation of the valuable assistance given by the various Departments of the Government in the assembling, fabricating, installing, and carrying on of this most successful exhibit. VICTORIA, B.C. : Printed by Charles F. Banfield, Printer to the King's Most Excellent Majesty. 1940. 1,025-940-6812
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PROVINCE OF BRITISH COLUMBIA REPORT OF THE DEPARTMENT OF TRADE AND INDUSTRY FOR THE YEAR ENDED MARCH… British Columbia. Legislative Assembly [1940]
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Title | PROVINCE OF BRITISH COLUMBIA REPORT OF THE DEPARTMENT OF TRADE AND INDUSTRY FOR THE YEAR ENDED MARCH 31ST 1940 |
Alternate Title | DEPARTMENT OF TRADE AND INDUSTRY. |
Creator |
British Columbia. Legislative Assembly |
Publisher | Victoria, BC : Government Printer |
Date Issued | [1940] |
Genre |
Legislative proceedings |
Type |
Text |
FileFormat | application/pdf |
Language | English |
Identifier | J110.L5 S7 1940_V02_03_O1_O36 |
Collection |
Sessional Papers of the Province of British Columbia |
Source | Original Format: Legislative Assembly of British Columbia. Library. Sessional Papers of the Province of British Columbia |
Date Available | 2016 |
Provider | Vancouver : University of British Columbia Library |
Rights | Images provided for research and reference use only. For permission to publish, copy or otherwise distribute these images please contact the Legislative Library of British Columbia |
CatalogueRecord | http://resolve.library.ubc.ca/cgi-bin/catsearch?bid=1198198 |
DOI | 10.14288/1.0314077 |
AggregatedSourceRepository | CONTENTdm |
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