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REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1970 British Columbia. Legislative Assembly 1971

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Full Text

Full Text

Hon. W. K. Kiernan, Minister R. B. Worley, Deputy Minister
Department of Travel
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
    Victoria, British Columbia, December 22, 1970.
To Colonel the Honourable John R. Nicholson, P.C., O.B.E., Q.C., LL.D.,
Lieutenant-Governor oj the Province oj British Columbia.
May it please Your Honour:
I respectfully beg to submit herewith the Annual Report of the Department of
Travel Industry for the year ended December 31, 1970.
Minister oj Travel Industry.
 Victoria, British Columbia, December 22, 1970.
The Honourable W. K. Kiernan,
Minister oj Travel Industry.
Sir,—I have the honour to submit the Annual Report of the Department of
Travel Industry for the year ended December 31, 1970.
Deputy Minister oj Travel Industry.
Introduction by the Deputy Minister.
Advertising and Research	
Administration and Contributing Grants, Etc..
Festival of Sports	
British Columbia House, London	
British Columbia Office, Los Angeles	
British Columbia House, San Francisco.
Beautiful British Columbia Magazine.
Special Promotions	
. 9
_ 16
. 21
. 25
. 41
. 43
_ 45
_ 47
_ 50
. 52
. 57
Exhibits and Displays  59
Information Centre, Vancouver	
Travel Information Services	
Personnel and Accounts	
Special Events and Civil Aviation
Travel Counselling	
Film and Photographic Branch-
Community Recreation Branch.
 Report of the Department of Travel Industry, 1970
Ronald B. Worley, Deputy Minister
During the past year the Department has been vitally aware of its important
role in the economy of the Province and has done everything possible to ensure
that British Columbia continues to host its fair share of tourists, and it is again
gratifying to note the attending success crowning our efforts.
Through much of the 1970 tourist year there were contradictory reports, with
many indicating that business was down in some quarters of the industry.
The Dominion Bureau of Statistics reported, however, that border crossings
were up over 1969, and also provided more detailed information on tourist expenditures including, for the first time, data on the amount and value of overseas
travel to British Columbia. This provided us with an estimated tourist revenue of
over $473,000,000, another record year.
If all the world were a stage, British Columbia would be one of its most
dramatic sets, and it is not difficult to understand why tourism should be the Province's third largest industry. It is firmly entrenched in that position, but it didn't just
Today, tourism is the most competitive business in the world. Almost every
country, every state, province, and city is seeking tourists from around the globe.
Air-lines everywhere are offering rates so low that great distances are within the
reach of almost every pocketbook. Shipping companies offer attractive cruising
rates, and bus-lines, too, are very competitive with their package deals.
The advent of such inexpensive tourist transportation is a formidable addition
to the competition we knew a few years ago. Our prime markets are being tapped
with tempting offers to visit far-off lands for little more than the cost of a flight from
California or Toronto to British Columbia.
Four years ago we started a very advantageous relationship with Western Airlines, joining with the company in co-operative advertising. Two years ago we
were the first province to take part in offshore promotions with CP. Air and Air
Canada, and the officials of all three companies could not have been more co-operative in helping make those promotions mutually profitable.
Such a relationship not only helps to increase business for the air-lines and
British Columbia; it also makes available to the Department facilities to keep in
touch with tourist trends all over the world, in particular the United States, the
Orient, Europe, and Australia.
The Department of Travel Industry has now functioned as an entity for nearly
four years. And from the outset its aims and objects were to lead the industry in
the Province; to assist and co-operate with every community or organization interested in the business.
A great tribute is due to the Government for sponsoring leadership in this
respect and to a very understanding Minister. Also, with the competition being as
stiff as it is, a great tribute is due to the manner in which a loyal and devoted staff
meet the challenge of accomplishing a prodigious amount of work involved in promotions, advertising campaigns, trade shows, an avalanche of inquiries, tourist
counsellor's courses, production of films, the Beautiful British Columbia magazine,
production of photographs, inspection of tourist accommodation, the Festival of
Sports, preparing publicity stories, as well as a vast amount of other activities
created by the constant growth of the industry.
 I 10
Some of the awards won by the Department of Travel Industry.
I  11
To carry out the Government's policy of leadership in the tourist industry, the
Department has stringently endeavoured to make its mark in the industry as a
whole. And from all accounts it appears to be highly successful. Without question,
British Columbia is one of the leaders, if not the leader in tourist promotion in the
whole of Canada. It is on record that British Columbia is considered by some of
the most influential travel writers, travel magazines, and travel promoters to be
one of the most aggressive leaders in the industry.
The Department's advertising campaigns for 1970 were more extensive than
ever before, reaching more than half way around the globe. In reply, the overseas
visitors grew in importance to an estimated record total of $12,000,000.
At the beginning of this year the Department was the proud recipient of the
coveted Starch award for producing one of the 500 best-read advertisements (of all
kinds) produced in the United States in 1969. The winning ad appeared in the
March, 1969, issue of Sunset magazine.
The Starch organization regularly conducts readership surveys to produce a
" recognition index " for the guidance of advertisers so that the effects of campaigns
can be measured.   Obviously, our ad was very effective, indeed.
Approximately 80 per cent of our United States visitors come from the Pacific
coast area, but we are aiming at other states, and by doing so we are participating
in co-operative advertising programmes with Washington and Oregon, the theme
of a " Two Nation Vacation."
British Columbia was the first province in Canada to start the emphasis on
spring-fall-winter off-season promotional advertising, which is paying off.
In 1968 a committee for Off-peak Season Convention Promotion, under the
chairmanship of Mr. Jack Syrett, presented a brief to the Honourable W. K. Kier-
nan recommending that a full-time convention organizer be appointed in the Department of Travel Industry. This recommendation was immediately accepted and
Mr. P. D. Crofton was appointed to the task.
A vigorous campaign was carried out in 1970 to encourage more conventions
to British Columbia because such functions are usually held in our off-peak season,
and conventions are a very effective way to ensure that our tourist plant is working
12 months of the year.
"Knock it off, we want to
go where the action is."
 I  12
The convention part of the tourist industry is equally as competitive as the rest
of it, and at present more private enterprise facilities are required in the Province
to accommodate really large gatherings.
In spite of numerous disruptions in the mail service, close to a quarter of a
million inquiries for travel information poured in during the year, an increase of
9 per cent over 1969. The number of inquiries received in November broke all
records for that month.
These are not only the result of our paid advertisements alone. Influential
travel writers came via Canada's two major air-lines, some through an arrangement
with the Canadian Government Travel Bureau in Ottawa, and a large number at our
invitation. The largest group participating was in the Department's annual press
tour. They came from all over the world and wrote thousands of words in several
languages pictorially showing British Columbia as a delightful vacationland. In
addition to the writers, numerous television crews, photographers, and photographic
teams were assisted in their various assignments.
An eminently successful promotion worth mentioning was that which gave the
Province eight full pages in the issue of international Vogue magazine as well as
concurrent displays in Robinson's Department Stores.
Hon. W. K. Kiernan acknowledging Glenn Ford's contribution to the
promotion of British Columbia.
 ...    I
I 13
Canadian-born Glenn Ford (left) and some of the guests at the British Columbia
Government Luncheon, Beverly Wilshire Hotel.
The Hon. Ray Williston speaking to some 400 at the Los Angeles Breakfast Club.
I  14
Government luncheon at San Francisco.
The reception by the Consul General of Canada and Mrs. J. Gear McEntyre (right)
is shared by Deputy Minister R. B. Worley.
 ; = i«,»kh
A record number of speaking engagements were carried out during the annual
springtime California promotion.
To make the people of California aware that British Columbia exists, the
Department of Travel Industry developed an annual tourist promotion to that area,
which is a programme dedicated to creating the greatest possible impact through a
concentrated effort in a short period. In this manner the over-all results are greater
than if a programme were spread over the full year. Incidentally, this does not take
the place of normal advertising.   It is an addition.
This year the involvement was far more ambitious than ever before. Many
British Columbia businessmen and women again gave freely of their time and
opened their pocketbooks to accompany practically every senior member of the
Department to Northern and Southern California. Other departments of the Government also assisted greatly—helping to make up the 83 participants who fulfilled
412 speaking engagements in the 10 working-days.
Tons of advertising material, projectors, films, and more than 4,750 slides for
film-slide presentations were shipped to locations in San Francisco, Los Angeles,
and to be a part of a promotion involving the McClatchy newspaper group and the
Sacramento Record. Large audiences were reached in Modesto, Stockton, Fresno,
and Sacramento, totalling more than 6,700 people.
The participants received excellent reception everywhere and the ensuing
inquiries were not restricted to tourism alone. Many covered the fields of industrial
development and investment opportunities.
Such rewarding results can be achieved only by the enthusiasm and dedication
of those participating, many of whom were not directly connected with the travel
industry, but who recognize the indirect benefits of tourism to the whole economy
of the Province.
Among the many to whom a vote of thanks is always due is Western Airlines,
and especially, Vice-President Bert Lynn, who has co-operated in every California
promotion; CP. Air, through Vice-President Kenneth Dakin, who co-operated so
diligently in the last two San Francisco promotions.
In the Government's quest to encourage physical fitness and amateur sports,
the Department, with the co-operation of the British Columbia Sports Federation,
staged the first annual Festival of Sports, from May 16 to June 1.
Representatives of the Federation and the Department travelled thousands of
miles within the Province to lay groundwork for the highly successful initial festival.
It was gratifying that its concept was so well received by the many sports governing
bodies and the many communities, whose co-operation brought forth an overwhelmingly successful promotion.
The Community Recreations Branch, transferred to the Department from the
Department of Education, successfully continued its work and assisted in the development of the festival.
My sincere appreciation is expressed to all those in the tourist and travel
industry who have supported us with their good will and unfailing co-operation.
My gratitude goes to all members of the staff of the Department who so readily dealt
with all challenges and responsibilities which confronted them. I wish to thank
the many other Government departments that have extended their generous cooperation to us, and whose support has contributed immeasurably to this, our third
year of operation.
Richard L. Colby, Executive Director
This year the Dominion Bureau of Statistics broadened its field of research in
the travel industry, and the resulting data enabled us to prepare a more detailed and
accurate report on the value of the industry to our Province.
Previous estimates were based on a formula derived from the survey conducted
by this Department in 1963, and using the number of vehicles crossing the British
Columbia-United States Border as a base.
The DBS statistics now include the actual number of persons, as well as vehicles, and revised amounts of expenditure. Also included, for the first time, are figures covering estimates of the number of overseas visitors to the Province and the
resulting expenditure.
Estimates below for visits from the rest of Canada and by our own residents
are still based on the original survey. These may be further refined in the future
as studies now under way provide more accurate statistics.
All estimates are necessarily projected, as final figures will not be available
until later in 1971.
The DBS figures indicate an increase of United States motor-vehicle border
crossings in the neighbourhood of 12 per cent, with an increase of long-term visitors
of almost 8 per cent. The data also show that while there was a decrease in the
number of persons per vehicle, the total number of visitors increased by approximately 11 per cent.
Travel directly to British Columbia by Americans using public carriers increased by: Plane, 8.5 per cent; bus, 17.1 per cent; boat, 18.5 per cent. Overseas
visitors increased by 18 per cent.   Travel by rail decreased by 39 per cent.
Off-season traffic continues to increase in a very encouraging manner, as shown
on the accompanying chart. The gains for January and February of 99.5 per cent
and 40.8 per cent respectively should, however, be balanced against the fact that
the corresponding months for 1969 provided one of the worst winters in many years.
Origination Estimated Revenue
American visits—                                     Visits
United States Border  3,008,900 $165,489,500
Alberta boundary      782,300 43,026,500
Public carrier      529,450 46,433,500
Total (American visits)   4,320,650 $254,949,500
Canadians (outside British Columbia) _„ 3,123,300 124,932,000
Overseas         71,600 12,734,000
Total (outside British Columbia)  7,515,550 $392,615,500
British Columbia residents  2,695,000 80,850,000
Total estimated tourist revenue  $473,465,500
Spring Campaign
Again in 1970, great importance and attention were given the promotional
effort to attract more visitors to our Province in the non-summer months.
A heavy advertising programme designed to penetrate the Northwestern United
States and California featured the delights of a springtime holiday in British Columbia.
Four-colour, full-page magazine advertisements were placed in key American
publications which enjoy the most thoughtful readership and inspire action toward
vacation plans. Our message was carried in the March, April, and May editions of
Sunset, in Better Homes and Gardens (Pacific edition), Venture, and Westways, in
April; in National Geographic (Western edition) and National Motorist in May,
and in Motorland in May-June. TV Guide and Travel Investment were also used
in this spring magazine thrust. Ancillary to this was the use of United States rotogravure papers, with full-page advertisements from March to May appearing in the
San Francisco Examiner-Chronicle, Seattle Times, Los Angeles Times " West."
The newspaper programme for the United States featured 1,000-line advertisements in 33 major West Coast papers, including Wall Street Journal, Christian Science Monitor, and National Observer, in the month of April, and special tabloid
section insertions in dailies in Sacramento, Stockton, Modesto, and Fresno.
Aware of the increasing commitment to a spring vacation break by people in
other Canadian provinces, our Canadian magazine expenditures included Maclean's
(Prairie edition), My Golden West, Chatelaine (Prairie edition) in April, and
Reader's Digest (Prairie edition) in March.
Large-space newspaper advertisements in seven Western Canadian dailies, plus
an insertion in Toronto Star in April, completed our spring campaign.
The four-colour spring advertisement won an award from Starch, the well-
known research group, for being one of the selected 500 ads of all types which
proved to be the " best read."
Summer Campaign
A goodly portion of our advertising dollars was placed against a campaign to
capture the giant market of family vacationers who of necessity must travel in the
summer months. It should be noted, however, that strong and colourful reference
to British Columbia as a " Four Season Vacationland " is made in all of the Department's advertising.
The summer campaign was directed at our three primary outside markets—our
neighbouring provinces, the Pacific Northwest United States, and California.
Giving continuity to the spring campaign, fresh, new, four-colour advertisements were placed in the May edition of Better Homes and Gardens and Westways
and in the June Sunset (all editions) and National Geographic (Western).
The Los Angeles Herald-Examiner and San Francisco Examiner-Chronicle carried rotogravure advertisements in their May " California Living " sections. The
Seattle Times and Long Beach Southland Sunday were also incorporated into our
May rotogravure schedule.
Thirty-eight western United States dailies carried our 1,000-line newspaper
advertisements in May. The first British Columbia Sports Festival was featured in
May issues of Seattle and Spokane dailies.
In Canada, 1,000-line ads stressing the activities and scenic grandeur which
people find in our Province appeared in seven dailies across the Prairies. The Sports
Festival was promoted in 1,000-line advertisements in Calgary and Edmonton in
During May, June, and July, specially prepared messages urging people to
enjoy a British Columbia holiday were heard on a selected group of radio stations
in the Prairie Provinces.
Fall Campaign
In our continuing effort to increase visitor traffic to our Province during the fall
months, we widely circulated the message that " the fun never sets in Beautiful
British Columbia."
A four-colour, full-page advertisement featuring the varied activities to be
enjoyed during this season appeared in the following magazines: Sunset, Motorland,
Westways, Better Homes and Gardens (junior page in Pacific edition), and TV
Guide (Pacific Coast and Western Canada editions). The same colour advertisement was placed in the rotogravure section of the Los Angeles Times, San Francisco
Examiner-Chronicle, and Long Beach Independent Press Telegram.
In addition, a 600-line advertisment was placed in 32 of the major Western
United States daily newspapers, and a 1,200-line advertisement in seven daily newspapers serving the Provinces of Alberta and Saskatchewan.
In this manner we once again concentrated our advertising where the greatest
potential for increased tourist business exists—in the Western United States and
our own Prairie Provinces.
Winter Campaign
Our winter advertising campaign is confined to the Prairie Provinces and the
State of Washington, with a different approach for each of these markets.
On the Prairies, we emphasize the moderate winter climate and the wide range
of activities to be enjoyed, particularly in the areas of the Lower Mainland and
Vancouver Island. A special 1,000-line advertisement was scheduled in seven
major Prairie dailies during November, December, and January. For added support,
full-page advertisements appeared in two leading farm publications.
In our neighbouring State of Washington, we sold the idea of a week-end visit
to British Columbia, with emphasis on the varied appeals of Vancouver and Victoria
during the winter months. For this purpose, a 1,000-line advertisement was prepared for daily newspapers in Seattle, Spokane, and Everett.
Ski-ing holidays in British Columbia continue to receive specialized attention,
and during the past winter we participated in a joint ski campaign with the Province
of Alberta and CP. Air.
A final area of winter advertising was devoted to combatting the effects of litter
on our lands and in our forests. A special anti-litter advertisement reminding sportsmen of their responsibilities under the new Litter Act appeared in the hunting and
fishing supplements of 24 British Columbia weekly newspapers.
New Market Development and Co-operative Campaigns
While our primary advertising efforts have naturally been in the markets adjacent to British Columbia, we have in recent years sought to gain increased travel
business from Eastern Canada and the Eastern United States. Our approach in these
new markets has been to carry out joint campaigns with neighbouring tourist areas
in order to achieve maximum advertising impact at the lowest possible cost. During
the past year, we were involved in two major joint advertising campaigns:—
1. In co-operation with the States of Washington and Oregon, we participated
in a " Two Nation Vacation " campaign, with the bulk of our advertising coverage
concentrated in the Eastern United States. The campaign consisted of one four-
colour " gatefold " advertisement in National Geographic magazine, a four-colour,
full-page advertisement in both Holiday and Travel magazines, and one insertion in
/ _
I 19
Total Vehicles
Percentage Increase
the Toronto Telegram.   Each of the three areas received equal coverage in this
advertising, with British Columbia paying 30 per cent of the total cost.
2. British Columbia also co-operated with the Provinces of Alberta and Saskatchewan to promote holiday travel in the Canadian West. This campaign was
directed to Ontario and Quebec and consisted of four-colour, full-page advertisements in regional editions of Maclean's magazine, Reader's Digest, Time, and
Saturday Night, plus full-colour rotogravure pages in Canadian Homes, Weekend,
Perspectives, and Perspectives-Dimanche. This intensive campaign was an exceptional bargain for British Columbia, since the Canadian Government Travel Bureau
contributed half the cost, with each of the three Provinces paying only one-sixth
of the cost.
British Columbia Internal Campaign
In 1969 the Department launched its first major effort to sell British Columbians
on taking a holiday within their own Province. The original theme, " B. Cee-ing is
Believing," was repeated during the past year, though a fresh, new advertising campaign was developed. This included 1,500-line newspaper advertisements in 13
British Columbia daily newspapers and 300-line advertisements in weekly newspapers throughout the Province. The campaign also included a series of radio and
television commercials, broadcast over 43 British Columbia radio stations and eight
television stations.
Each of British Columbia's eight tourist regions was promoted in this intensive
campaign. The results seem to justify the effort, since " inter-regional" travel is
becoming increasingly popular in this richly scenic Province.
Convention and Travel Agent Advertising
Conventions are becoming an increasingly important part of the travel business,
and the Department continues to promote British Columbia as one of the continent's
I 20
finest areas for meetings of all types. Our 1970 campaign consisted of one-sixth
page advertisements in three leading United States convention trade magazines. A
related effort is our advertising in the ASTA Travel News, directed to the travel
agents responsible for group tours and charter business. We plan to increase this
type of promotion in the future.
Apart from the campaigns already outlined, the Department placed advertising
in a variety of regional and special interest publications. These included Maclean's
Guide, Today in Victoria, Western's World, BO AC Regional Guide, Travel &
Camera, Association & Society Manager, and the International Press Journal. In
addition, we once again participated in special " travel brochure " promotions in
Los Angeles Times " West" magazine, San Francisco Examiner-Chronicle " California Living " magazine, and the Seattle Times.
A special half-page advertisement also appeared in the Austrian newspaper,
Die Presse, and a full page in the Winnipeg Journal honoured Manitoba's Centennial. Another special area was the use of hunting and fishing magazines for the
purpose of directing anti-litter messages to outdoorsmen.
Travel stories can have an important effect on the growth of our Province as
a holiday destination and, continuing a highly successful practice, a new series of
such articles was prepared in 1970. Dealing with our various tourist regions, the
stories were submitted to newspapers and magazines across the United States and
Canada, gaining an immense amount of publicity for British Columbia.
Many groups and individuals are in the business of promoting travel to British
Columbia, and proper communications between all concerned can often lead to
effective tie-ins, or concentration of advertising efforts. For this reason, the Department keeps the eight tourist regions, members of the Provincial Tourist Advisory
Council, and the private sector of the travel industry fully informed of our advertising campaigns and schedules.
A special co-operative promotion was carried out with Vogue magazine which
resulted in six pages of photographs and an editorial on British Columbia appearing
in the magazine and window displays and in-store displays in the West Coast stores
of Robinson's Department Stores.
;'What now, Running Moose?"
J. Buckley, Assistant Executive Director
The continued growth of the number of visitors entering the Province, in the
enlargement of the plant and in the greater awareness of the industry's value at the
local and regional levels, constituted a corresponding increase in general administrative duties involving personnel, accounts, statistics, and related correspondence.
Road Map—Press run of the 1971 Road Map, Camp-site, and Fishing Guide
will remain at 1,000,000 copies. With the valued assistance of other departments,
revisions were made to keep all information as up to date as possible.
General Folder—600,000. Although the general content of this publication
will remain static, the 1971 issue will appear in a slightly different format.
Ski British Columbia—100,000.
Travel Agents Manual—12,000.
Calendar of Events: Spring and Summer— 150,000; Winter and Spring —
Festival of Sports Schedule of Events—200,000.
Festival of Sports Poster—2,000.
Festival oj Sports Recapitulation—5,000.
Parliament Buildings—50,000.
California Tour Report—2,000.
Vancouver Island 1970 News Media Tour—200.
The Department was represented throughout the year at a number of meetings
of organized tourist groups.
Contact was maintained with these groups at the annual meeting in Nanaimo
of the Vancouver Island Publicity Bureau, at regular meetings of the Victoria
Visitors Bureau, and at several meetings of the Pacific Northwest Travel Association.
Speaking engagements were fulfilled, inter alia, at the annual meeting in Parksville of the Associated Chambers of Commerce of Vancouver Island; a meeting in
Victoria of the Rotary Club; the Transportation, Trade & Tourism Conference in
Prince George; a meeting in Victoria of the Canadian National Institute for the
Blind; and the annual meeting in Trail of the Kootenay-Boundary Chambers of
Representation was made at meetings of the Advisory Council of the Food,
Trade and Accommodation Industry and the Canadian Restaurant Association.
Participation in training sessions through the Vocational School at Vancouver,
under the direction of the Co-ordinator of Accommodation and Food Services,
brought the importance of the visitor industry to trainees entering the service
industries as waiters/waitresses, service-station attendants, room-maids, and front-
office personnel.
In addition to being a member of the Department's team participating in the
annual Southern California Promotion, a new project was undertaken in California's
central valley.   A special 1 V_ -hour show comprised of three British Columbia films
 I 22
and commentary was presented in Modesto, Stockton, and Fresno, and twice in
Sacramento. These programmes were jointly sponsored by the Department and a
central valley organization of newspapers.
Assistance was given by staff members from British Columbia House in San
Francisco. An audience of nearly 2,000 was entertained in Fresno and a total of
approximately 7,000 persons in all enjoyed British Columbia's story in the four
1970 Vancouver Island
The seventh annual tour designed to expose influential North American newspaper, magazine, radio, and television media to the attractions of British Columbia
this year visited the southern part of Vancouver Island.
The secondary purpose was to instil an awareness of the importance of the
visitor industry in communities along the route by encouraging them to promote
and display their finest attractions and to demonstrate the importance of co-operative
action by Government, community organizations, and private industry.
Thirty-three travel writers, editors, radio and television personnel participated
in the six-day journey. Two days were spent in the Victoria area before departing
for planned overnight stops at Port Alberni, Long Beach, Parksville, and Campbell
The continuing success of these tours can be attributed to the splendid cooperation of organized visitor-minded groups along the way who unstintingly give
their time and resources.
Highlights of this year's tour were the trip by ship through the Alberni Canal
to Bamfield, the rugged beauty of Canada's new West Coast National Park at Long
Beach, music and dancing by native Indians, a cruise among the sheltered islands
off Campbell River, coho-fishing, and, throughout the entire tour, the hospitality of
the hosts.
Part of the publicity thus generated is recorded in a tour report which includes
press clippings, stories, and photographs published in newspapers and magazines
in our market areas on the West Coast and across Canada.
Cost of the tour is underwritten by the Department and Vancouver Island
Coach Lines Limited, and is returned many times over in the value of continuing
Grants available to the eight tourist regions remained, as in 1969, at $275,000.
This assistance is available on a 60/40 basis for the production of regional literature, approved external advertising, and certain promotions.
Upon sanction by their respective regional authorities, visitor information
booths are also assisted.
Four of the eight regions reported that their Regional Co-ordinators, hired
under the plan, have been instrumental in knitting together the operations of the
region and in kindling the spirit of full co-operation amongst all facets of the
visitor industry.
Promotion of the First Annual British Columbia Festival of Sports was almost
entirely confined to the Province. General advertising started in January, and peaked
with specific informational advertisements in early May. More than 82,000 lines
of advertising were run in 15 daily newspapers, and 288,000-odd lines were run in
101 weeklies, in addition to the use of 15 magazines.
A joint promotion taken with Western Airlines in Southern California, Nevada,
and Arizona consisted of a four-colour advertisement in Life, Look, Sports Illustrated, and Sunset magazines.
Three television commercials were produced by the Department, and they appeared on all stations in the Province and some stations in Washington for a total
of 552 showings.
Nine radio commercials were prepared and had high-frequency exposure on
all stations in the Province. Most of these stations got into the spirit of the Festival
by carrying extra spots as a public service.
The regular spring meeting was held in Victoria, and the fall meeting was held
in Williams Lake. The Council, which represents the private sector of the industry,
made many useful suggestions and recommendations to the Department.
The Department carried out research with regard to expenditures made by
members of a trailer rally held in the Lower Fraser Valley, and continued its cooperation with the Federal Office of Tourism on a study of travel habits of Canadians within Canada. It is hoped that the latter will provide data on the upsurge of
the use of recreation vehicles by travellers.
The total allotment of funds for this very important programme was maintained
at $275,000, and the regions made good use of the plan. New regional brochures
were produced and many advertisements were placed in relevant media.
The Department was represented at the following conventions or meetings:
Vancouver Island Publicity Bureau; Associated Chambers of Commerce of Northwest British Columbia; Cariboo Tourist Association; Provincial Tourist Advisory
Council; Pacific Northwest Travel Directors; Western Canada Travel Directors;
Federal-Provincial Conference on Tourism; Centennial Sub-Committee on Tourist
Promotion and Hospitality.
Mr. Glenn Ford and his son Peter were accompanied to 100 Mile House and
Williams Lake to attend events in connection with the Festival of Sports.
There has obviously been a great increase in the percentage of recreation vehicles used by our visitors, and this growing trend will undoubtedly affect the established travel patterns within our Province. An evaluation will also have to be made
of any change their use may make in the economic impact of the travel industry of
the Province.
I 25
MAY 16 TO JUNE  1,  1970
Honorary Chairman: Prime Minister W. A. C. Bennett
Honorary President: Hon. W. K. Kiernan, Minister of Travel Industry,
Minister of Recreation and Conservation
General Chairman: Ronald B. Worley, Deputy Minister of Travel Industry
The first annual British Columbia Festival of Sports, May 16 to June 1, 1970,
was an unqualified success. Jointly sponsored by the British Columbia Sports Federation and the Government of British Columbia, it involved 125,000 athletes competing in 64 communities in every part of the Province. In addition to giving credit
to Festival committees in each of these communities, special acknowledgment is due
to the 47 sports governing bodies which organized 247 tournaments and events.
During the Festival, thousands of British Columbians visited regions of the
Province they had never seen before. Visitors and competitors from all parts of
Canada and the United States joined in the festivities, while touring teams came from
as far away as Japan, Brazil, and England.
Startling levels of achievement were attained. A world record was established
in 300-c.c. class in snowmobiling at Taylor (80.35 m.p.h.).
National records were broken
• in Bantam Boys 4x110 Relay—G. R. Pearkes Invitational Track and Field
Meet, Duncan;
• in Girls (11 and 12) 200-metre Individual Medley, Girls (10 and under)
200-metre Individual Medley—British Columbia-Alberta Dual Swim Meet,
• in Boys High Jump (Canadian Interscholastic)—4th Annual British Columbia Track and Field Championships, Victoria;
• in 1,500 Metre (Canadian Women's), 100 Metre (Canadian Juvenile and
Junior Girls), 100 Metre (Canadian Junior Boys)—May Festival Invitational Track and Field Meet, New Westminster.
Provincial marks were set
• in Bantam Boys Triple Jump—G. R. Pearkes Invitational Track and Field
Meet, Duncan;
• in swimming events (10 various events); Class 1a Discus; Light, Middle,
and Heavyweight Weightlifting—Western Canada Wheelchair Games, Penticton;
• in Free, Standard, Centre Fire, Rapid Fire Pistol Shooting—I.S.U. Pistol
Championships of British Columbia, Kelowna;
• in Girls 400 Metre (British Columbia Interscholastic), Girls Discus (British Columbia Junior), Girls 1,500 Metre (British Columbia Junior), Boys
Javelin (British Columbia Junior)—4th Annual British Columbia High
Schools Track and Field Championships, Victoria;
• in Boys High Jump (Bantam), Boys Triple Jump (Bantam), Boys 1,500
Metre (Midget), Girls 400-metre Relay (Pee Wee)—May Festival Invitational Track and Field Meet, New Westminster.
In addition, many inaugural events were staged; therefore, first place, times,
and distances in these events became records in themselves.
In interprovincial and international events, British Columbia's teams acquitted
themselves well, winning 39 out of a total of 62 events.
In many ways more significant were the incidents of individual courage, sportsmanship, and achievement reported throughout the Province. Athletes, young and
old, reacted to the Festival stimulus with great enthusiasm.
Enriching the Festival programme was a great number of novelty events, ethnic
sports, parades, pageants, and cultural displays. These added greatly to make the
events occasions for family fun, and where within the context that this was to be a
" Festival with a sports theme."
The British Columbia Festival of Sports was originally conceived by the
Deputy Minister of Travel Industry, Ronald B. Worley, late in 1968, who envisioned
a Province-wide event that would fulfil three objectives.
First, it was meant to focus attention on amateur sports, recreation, and fitness
as components of good physical and mental health for British Columbians. It was
appropriate that the Provincial Government was soon to announce the formation
of the British Columbia Physical Fitness and Amateur Sports Fund of $10,000,000.
I 27
The principal of this fund is now invested in municipal projects for schools and
hospitals. The interest derived, approximately $750,000 per annum, is made available to individuals and sports organizations for non-capital projects such as travel,
coaching, clinics, publicity, and awards.
Second, the Festival was designed to encourage British Columbia athletes,
their families, friends, and fans to visit other parts of the Province, thereby becoming more aware of regional opportunities and attractions.
Third, the Government was determined to create a series of events that in
their total would attract visitors to the Province from other parts of North America
during an off-peak season. The promotion of the Festival itself was to become a
project of the Department of Travel Industry, and no dollars from the Physical
Honorary Chairman:
Prime Minister W. A. C. Bennett
Honorary President.
Honorable W. K. Kiernan
Chairman: R. B. Worley
24 Directors
Steering Committee
R. B. Worley L. J. Wallace -
Dr. R. G. Hindmarch
John Buckley      | R. E. Walker Jr.
Fitness and Amateur Sports Fund were allocated for this purpose.   The vision paid
off in full measure.
In March of 1969 the plan was presented at a meeting of the British Columbia
Sports Federation, representing all sports-governing bodies in British Columbia.
It was received with enthusiastic approval.
A Festival Steering Committee, consisting of Mr. Worley, Mr. John Buckley,
Deputy Provincial Secretary L. J. Wallace, Dr. Robert G. Hindmarch, of the University of British Columbia Department of Physical Education and President of the
British Columbia Sports Federation, and Mr. R. E. Walker (Jr.) wa^ formed.
In April the British Columbia Festival of Sports was announced simultaneously
to the press, the Provincial Tourist Advisory Council, and the public, through
large-space newspaper advertisements in every part of the Province.
Regional co-ordinators were appointed and invitations were sent out to sportsmen and travel figures to form a Board of Directors.
For the 1970 Festival, these directors were R. B. Worley (Chairman), Dr.
R. G. Hindmarch (Vice-Chairman), John Buckley (Secretary), Frank Addison,
Jack Bain, Frank Bernard, J. Kenneth Dakin, Pat Frumento, Frank Larkin, Harold
Moist, Frank Ney, James Panton, Ted Reynolds, Allan Speers, Jim Testemale, Jim
Thomsen, R. E. Walker (Jr.), L. J. Wallace, Eric Whitehead, Harold M. Wright,
and Wm. E. Woycik.
Among the earliest communities to submit programmes were smaller centres
like 100 Mile House, Merritt, Vanderhoof, and Fort St. John.
In August the British Columbia Sports Federation announced the appointment
of two popular sports figures as field directors for the Federation and the Festival.
These were Don Benson, of New Westminster, and Frank Bain, of Vancouver. At
the same time the Department of Travel Industry assigned former newspaper publisher J. St. Clair Rivers to the Festival team.
Detail work then began in earnest. Members of the Festival organizational
group accumulated approximately 75,000 man-miles of travel throughout the Province during 1969. Community Festival Committees were formed, encouraged to
promote established sports events and local pageants as part of the Festival.
(Examples were Victoria's " Swiftsure " yachting classic and Kelowna's Knox Mountain Hill Climb.) Pockets of sports interest, previously unknown to sports-governing bodies, were discovered throughout British Columbia.
New sports, ethnic sports, novelty sports developed as potential Festival events.
Some communities pre-empted sports, proclaiming themselves the Provincial " capital " in a specific field—Terrace (logger sports), Creston (Bocce ball), and Ashcroft (motor-cycles), for instance.
Many communities let their natural surroundings dictate their events. Shawnigan Lake (rowing), the Peace River Alaska Highway (car rally), are two.
Active membership in the British Columbia Sports Federation swelled from
47 to 56 with the addition of polo, Indian sports, surfing, power-boat racing, skydiving, dune-buggy racing, logger sports, and snowmobiling. More significant,
though, many local sports organizations discovered that their sports were organized
at a Provincial level. The British Columbia Federation of High School Athletics
was formed.   The Native Indian Sports Federation came into existence.
During December, the Department of Travel Industry published an interim
calendar of events which precipitated a last-minute flurry of applications to stage
events by communities and sports organizations.
I 29
Early in 1970 the Honourable Kenneth Kiernan called on private businesses to
lend their support to the Festival by sponsoring and promoting teams and events,
donating transportation, equipment, supplies, trophies, and awards. Hundreds of
public-spirited companies throughout British Columbia and from other parts of
Canada came forward to contribute to the Festival's success. It is impossible to
compile a complete list of organizations that supported the Festival.
The following is a partial list of those that made notable contributions:—
International Business Machines Co.
Johnson & Johnson Ltd.
Nelson and Harvey Ltd.
Ogilvie Flour Mills Co. Ltd.
Pacific Petroleums Ltd.
Pacific Western Airlines Ltd.
Quaker Packaging Products Ltd.
Reader's Digest.
Sandwell & Company Ltd.
Standard Brands Ltd.
Trans Mountain Oil Pipe Line Co.
Union Carbide (Canada) Ltd.
Union Oil Co. of Canada Ltd.
Western Airlines.
Xerox of Canada Ltd.
Air Canada.
Aluminum Company of Canada Ltd.
Bank of Montreal.
B.C. Air Lines Ltd.
B.C. District Telegraph Co. Ltd.
B.C. Telephone Co.
CBC Radio.
CBC Television.
CTV Television.
CP. Air.
Canada Safeway Ltd.
Canadian Imperial Bank of
Castrol Oils (Canada) Ltd.
Business was not alone in these efforts.   Trade unions, service clubs, fraternal
orders, church groups—every segment of the population lent support.
The Department of Travel Industry prepared 2,000 colourful travel posters
for distribution within and without the Province and 20,000 Festival colouring-
books were printed for distribution to school-children.
General advertising started in January, peaking with specific informational
advertisements in early May. More than 82,017 lines of advertising were run in 15
dailies, and an average of 288,515 lines in 101 weeklies. Advertisements were
carried in 15 magazines. Print media advertising reached a total circulation of
1,373,265, with total impressions of 6,856,676.
As a matter of policy, the main promotional efforts for the first Festival of
Sports were confined to British Columbia; however, a joint promotion was undertaken with Western Airlines in Southern California, Nevada, and Arizona. Full-
colour advertisements promoting the Festival appeared in Life, Look, Sports Illustrated, and Sunset magazines.
Three television commercials were prepared. These appeared 552 times and
were seen on every station in the Province, as well as Washington State stations
adjacent to British Columbia.
Nine radio commercials were prepared and were given high-frequency exposure on all 45 stations in the Province. Most radio stations got into the spirit of
the Festival by carrying extra spots as a public service and by persuading local
sponsors to extend the schedules.
 I 30
Awards for first British Columbia Festival of Sports.
The Department prepared 200,000 " Schedule of Events " folders for the
Festival. Most of these were distributed in bulk, while 75,000 were mailed out in
reply to direct inquiries to either the Department or the Sports Federation offices.
It is interesting to note that inquiries came from virtually all provinces and
states, and from as far away as Great Britain and Malaysia.
Through a grant from the British Columbia Physical Fitness and Amateur
Sports Fund, a comprehensive programme of awards was developed.
Some 125,000 colourful certificates were printed on simulated parchment for
all participants. More than 12,000 metallic-cloth badges in 31 different designs
were distributed to community committees for local and regional events.
Winners and runners-up of major events received traditional medals in gold
(700), silver (700), and bronze (600). Medallions were also struck in other metals
native to the Province—copper (450), aluminum and brass (1,115).
Visiting touring teams were recipients of 27 commemorative plaques. Hundreds of private donors in every part of British Columbia provided prizes and trophies for local events of their choice.
Sports organizations and community committees report that one of the best
received aspects of the Festival was the awards programme.
During the year, regular mailings of stories went out to all print and broadcast
media in the Province and selected media elsewhere. Prior to, during, and immediately following the Festival, a unique and highly effective vehicle was developed.
The British Columbia Festival of Sports Communications Network, " Comnet,"
was one of the most sophisticated communications vehicles ever related to any sports
undertaking in Canada.
Situated on the top floor of the British Columbia Sports Federation offices,
Comnet provided a battery of professional writers and telephones to receive event
information and relay data to news media.
Basically, the Comnet centre worked this way:—
An event was called to the Vancouver centre, where it was evaluated by Communications Chairman Brian Pound, of Public Relations Services Ltd.
Two things then happened to the information.
If a participant from one part of British Columbia or from out-of-Province won
a medal in a " foreign " region, special stories were written for the medal
winner's home town.
All information was also put into a comprehensive roundup story for distribution to all newspapers, radio, and television stations in the Province.   The
roundup stories were also distributed to Canadian Press, the national wire
The stories were written by Brian Pound, Bill Meiklejohn (also of P.R.S.L.),
and Vancouver Sun Sports Columnist Jim Kearney.   Radio specials and reports were
handled by Brian Lord, of Walker, Ricks, Ehrig Ltd., advertising agency.    Jim
Douglas and Baillie Hull, of the agency, accumulated a massive file of 3,000-odd
sports slides in colour.
In addition to the media stories, special features on the Festival of Sports were
produced for some 20 magazines in Canada and the United States. The Communications Network also distributed to all parts of the Province, Alberta, and Washington State, press-release features on a weekly basis preceding the Festival.
 I 32
Mr. Kearney, a national newspaper award winner for sports writing, also
produced four colourful columns on the Festival which ran in every weekly newspaper in the Province.
Messrs. Pound and Meiklejohn made art extensive trip into Washington State
and Alberta just prior to the Festival's opening, with the result that new enthusiasm
was generated in those two areas. The Seattle Times assigned a writer-photographer
team to cover the official opening ceremonies in Victoria and to cover a host of events
throughout the Province during the first week-end. Sunset magazine sent up a similar team to cover events on the final week-end.
A major coup was scored by the Communications Network when, in co-operation with the C.B.C, the weekly show Sportscene, hosted by Bill Good (Jr.), devoted three half-hour programmes to the Festival of Sports. The majority of the
film was shot by professional photographers throughout the Province. Scripts were
written by the Communications Network.
As well as the C.B.C show, Mr. Pound appeared on the Ron Morrier Good
Morning C.T.V. programme each day during the Festival, outlining outstanding
highlights and upcoming events.
In addition to the C.B.C film, the Photographic Branch of the Department of
Travel Industry filmed a host of events during the Festival period and a colour documentary of the Festival has been provided. Other Department and free-lance photographers took colour -stills for Beautiful British Columbia magazine.
In all but a few instances, the media reaction to the Festival of Sports was
enthusiastic. The resulting 35,720 column-inches of press clippings from across
the Province and the United States, by June 1, is truly staggering.
Comnet also undertook the co-ordination of the official opening ceremonies
May 14 in front of the Parliament Buildings, Victoria. Done along the lines of an
Olympic ceremony, a flame (signifying the initial Festival of Sports opening) was
lit by Premier W. A. C. Bennett.
Torch-runner for the ceremony was Larry Louie, the only native Indian to
compete for the Province in the 1969 Canada Games at Halifax.
The official party and special guests included members of the Cabinet and the
Festival directorate, representatives of the British Columbia Sports Federation, the
City of Victoria, and Victoria Jaycees who sponsored the event. Master of Ceremonies Andy Stephen introduced 50 young athletes representing sports and communities where they were to be held throughout the Province.
After a few words of praise and encouragement from Premier Bennett and the
Honourable W. Kenneth Kiernan, the party adjourned for a luncheon hosted by
Provincial Secretary the Honourable Wesley D. Black.
Some of the comments as they appeared in newspapers throughout the Province follow:—
Revelstoke Review.—" Few projects in our Province's short history have been
received with such broad enthusiasm as the British Columbia Festival of Sports."
Merritt Herald (on the Festival of Sports Archery Tournament).—"Participants in the shoot were loud in their praise, both of the arrangements and conduct
of the shoot.   They expressed keen enjoyment of the whole affair."
New Westminster Columbian (Glyn Lewis, Sports Editor). — "If it did
nothing else, the Festival proved that sports have to be one of the important areas
of people communications in any community."
Campbell River Upper Islander.—" One of the best Province-wide events ever
undertaken by British Columbia is the British Columbia Festival of Sports, running
now throughout the Province. Well done, Premier Bennett, for bringing communities closer together."
Princeton Similkameen Spotlight.—" It would appear that Princeton should
take another look at the Festival of Sports programme. There is no doubt that
Princeton will suffer if it does not get into this programme."
Vancouver South Sunday Herald.—" The Festival King—Although Mr. Bennett is just a premier, he was king of the Sports Festival, which was a tremendous
success during the last two weeks in May.
" Now that the sports activities have been accelerated in the Province, let's not
drop back into complacency, but give our youngsters encouragement to make this
Province the envy of Canada."
Gulf Islands Driftwood.—" The British Columbia Festival of Sports is among
the happiest projects entertained by the Province. It encourages a wide interest in
and a concern for sport and it fosters an exchange of visits among Provincial
Peace River Block News.—" We can only describe the Region H participation
and success (in the Festival of Sports) as outstanding."
 I 34
Miss Florence Chadwick and Johnny Longden.
Mrs. Nancy Greene Raine and Premier W. A. C. Bennett.
Famous athletes, movie stars, and other public figures made appearances in
British Columbia as a result of the Festival of Sports programme.
Attending the Synchronized Swimming Championships in Burnaby and the
British Columbia Sports Hall of Fame Banquet was the gracious, former longdistance swimmer, Miss Florence Chadwick.    Also at the banquet were Chicago
I 35
Black Hawks' star Bobby Hull, Jockey Johnny Longden, Mrs. Nancy Greene Raine,
hockey's Babe Pratt, and from Great Britain, soccer's Lord William Westwood!
Film star Glenn Ford, accompanied by his actor-director son Peter, rode shotgun in the 100 Mile House parade and attended Festival events there and in
Williams Lake. Unfortunately, Gene Tunney and Jack Dempsey had to cancel
appearances at the last minute because of ill health.
It is impossible to document accurately the impact of the Festival on the Province as a whole. One thing is certain: The first annual British Columbia Festival
of Sports attained levels of participation not anticipated for at least three or four
There is no doubt that in a year when economic conditions curtailed travel
everywhere in North America, traffic throughout British Columbia exceeded norms
during the last two weeks of May. How much of this traffic is directly attributable
to the Festival is also difficult to assess. Some of the attendance figures cited in
the following community reports should give an indication.
Individual communities and events report quite startling figures. An estimated
1,500 out-of-Province licence plates were noted in Ashcroft. Centres such as
100 Mile House, Kelowna, Penticton, Nanaimo, Powell River, and Dawson Creek
reported packed accommodation facilities during Festival week-ends, with overflows spilling into other nearby communities in many cases.
Easy to spot were the out-of-town horse trailers at the many rodeo and
equestrian events.
Many established events of one day's duration have decided to extend their
programme in future years as a direct result of increased gate receipts. Most new
events are now being considered as perpetual events because of the success of the
promotion. To name a few—Peace River Pacific 660 Car Rally, the Hydroplane
Races at Osoyoos, the Coureur de Bois Canoe Races at Oliver, the Western Canada
Dune Buggy Races in the Okanagan, the Wheelchair Sports Olympiad in Penticton,
the Junior Judo Championships in New Westminster, Surfing Championships at
Vancouver Island's Long Beach, and New Westminster's Open Track and Field
 at'J •* •
Soccer tournaments were held
in six British Columbia centres.
er brawn made the tug-o-war at Terrace.
Bowling led in participation with over
70,000 aiming for the provincial finals at Vet
Vancouver Olympic Club's Stephanie Berto breaks Canadian womens 200-metre record at New Westminster.
otorcycle events at Ashcroft and Vedder Crossing
were crowd thrillers.
Shawnigan Lake had perfect rowing condi
Marksmen competed with rifles,
pistols, machine guns, and shotgum
than ever!" was the report on 100 Mile House's provincial high school championship and Little Britches Rodeo.
Provincial championship synchronized swimming was a decorative event at Simon Fraser University.
Written submissions are being requested from community Festival of Sports
committees. Committee chairmen should be appointed by the Mayor or chief
municipal officers. Committee members should include representatives from Chambers of Commerce, recreation personnel, sports leaders, and other interested citizens and organizations. A draft of the submission is requested and should be
addressed to
British Columbia Festival of Sports,
c/o British Columbia Sports Federation,
1200 West Broadway,
Vancouver 9, British Columbia.
Field representatives will visit your community for programme discussions.
Announcement of Festival locations and approved events will be made later. The
earlier submissions are received, the more emphasis will be given to organization
and publicity.
The written submissions will form a catalogue of community interests and
facilities with the idea that it will be upgraded in years to come. These submissions
should include:—
(1) The make-up of your Festival committee (names, addresses, positions, or
particular sports interests).
(2) A list of sports facilities that would be available during the Festival
period—stadia, arenas, playing-fields, swimming-pools, etc. (giving dimensions, seating capacity, and other pertinent features).
(3) A list of sports events that your community will host in conjunction with
the Festival of Sports. Events should be at least regional in involvement
and designed to be self-sustaining financially.
(Local news media provide a good source of information on what
events have been staged in the past during the Festival period of late
May and early June.)
(4) An indication of how many extra visitors could be handled in your community and environs during this period.
(5) A list of ancillary events that might be organized in your community
during the Festival:—
(a) Novelty events:
(b) Parades, pageants, and extravaganzas:
(c) Cultural displays, festivals:
(d) Historical and commemorative events.
The Festival ancillary programme should be given an appropriate
name suited to the community and embracing the total programme,
such as
Fraser River Days (Hope).
International Festival (Trail).
Country Living (ChiUiwack).
Blossom Festival (Creston).
The ancillary programme helps make the Festival more fun and
more rewarding for sports competitors and other guests.
(6) An indication of the earliest convenient dates your committee could meet
in your community with our field representative.
 I 40
Horse Owners.
Horseshoe Pitchers.
Black Belt Judo.
Kayak and Canoe.
Squash Racquets.
Speed Skating.
Ladies' Field Hockey.
Lawn Bowling.
Lawn Tennis.
Synchronized Swimming.
Loggers' Sports.
Table Tennis.
Luge and Bobsled.
Track and Field.
Five- and Ten-pin
Men's Field Hockey.
Motor Sport.
Water Polo.
Figure Skating.
Mountain Access.
Water Ski-ing.
Weigh tlifting.
Wheelchair Sports.
Clair Rivers
Harry Harrod
From headquarters in the Office of the Agent-General in British Columbia
House, London, the Department's representative continued, during 1970, to explore
and promote the potential for our tourist industry in the large and relatively new
market comprising the United Kingdom, Republic of Ireland, and Continent of
Main efforts were directed to building upon the foundation of services to the
market and the trade set down during 1969, the first year of representation, with
special emphasis on the needs of tour operators and travel agents whose functions
are so essential to transatlantic travel.
As a result, our firm list of operators and agents with expressed interest in
British Columbia was increased by October to more than 400 offices, 296 of which
are located in the United Kingdom and Republic of Ireland, with the remainder
divided among Austria, Belgium, France, West Germany, Greece, Holland, Italy,
Norway, Portugal, Spain, Sweden, and Switzerland. This mailing-list was serviced
with bulletins and travel literature, including the British Columbia Agents Manual
and, where possible, with personal contact during field trips out of London.
Three extended field trips were made during the year. The first two, in January and February, covering major cities in Holland, Northwest Germany, and Scandinavia, and the third, in late July, concentrating on Rome, Milan, Zurich, Frankfurt, and Paris.   Shorter sales trips were also made in February to Belfast and Dublin.
In addition to useful discussions in all these market areas with major air-lines,
tour operators, and travel editors, the representative participated on behalf of the
Department in Canadian Government Travel Bureau sales presentations to an estimated 2,400 travel agents, including a four-day hospitality promotion at the November convention of the Association of British Travel Agents in Rotterdam.
The 1970 season saw retailers offering to the United Kingdom, Republic of
Ireland, and Continental European market a total of 22 package tours to or including British Columbia, designed by 10 tour operators. It is hoped that, as a result
of agents' familiarization trips to the Province arranged in midsummer and autumn
by CP. Air and Air Canada, more packages will be offered in 1971.
Raising the United Kingdom travel allowance from £50 to £300 on January 1,
1970, came too late to affect the majority of 1970 holiday plans, but it is expected
that a gradual improvement in the sale of British Columbia packages to this market
will begin in 1971. Dramatic improvement is not expected, however, until air fares
and, consequently, package-tour prices come down to meet the slowly rising level
of disposable income, although a more rapid increase in ethnic charters is anticipated with the growth of non-scheduled air-lines.
A survey of the trend of United Kingdom travel was undertaken by the representative and reported to the Department in October.
Promotion of British Columbia's holiday attractions to the general public is concentrated at present in the United Kingdom and Republic of Ireland, but plans are to
extend this to the European Continent when a descriptive folder is available in
French, Italian, and German. Current literature was distributed in the English-
speaking market through Canadian Immigration Offices, ethnic associations, travel
agents, and in response to mail, telephone, and counter inquiries at British Columbia House. o
Additional publicity was obtained through film and slide shows to an estimated
audience of nearly 10,000 persons, and through travel articles in the Sunday Times,
Illustrated London News, Manchester Guardian, and regional newspapers.
The British Broadcasting Corporation was assisted in research leading to the
production of three television shows filmed in British Columbia, and broadcast in
As the year drew to a close, work was in progress to assist Scandinavian Airlines System in arranging study tours to British Columbia, to aid in the Continental
expansion of the business tours arranged by Pernod of France, and to foster the
promotion of new tours to British Columbia through a new European Travel Agencies Network established by Bernot Voyages of Paris.
Victor A. Downard
British Columbia Office, Los Angeles, had a very busy and active year during
1970. Early in the year the main effort was on the organization and operation of
the 1970 " Southern California Tourist Promotional Tour," followed by our participation in several travel shows, development work with the Automobile Club of
Southern California, air-lines, tour operators, travel agents, ski clubs, steamship
lines, bus and railway lines, travel, television, radio writers, and photographers.
The spring " California Promotional Tour " was the largest and, we feel, the
best yet. Arrangements were made for 228 speaking engagements for the British
Columbia group, covering service club, trailer, camping, mobile-home, and employee
recreation groups. In addition, the British Columbia group participated in the
" Tea and Crumpet" Party at the Los Angeles Press Club for travel writers, the
Government luncheon, the Consul-General's reception, and the Travel Agents Tour
and Dinner at Universal Studios. The Travel Agents Tour and Dinner was the
largest yet, with more than 450 travel agents of the Greater Los Angeles area
British Columbia Office participated in travel shows with the Canadian Government Travel Bureau and PNTA at the Southern California Sport & Vacation
Show at the Anaheim Convention Center and the Los Angeles Sport & Vacation
Show at the Pan Pacific Auditorium. Assistance was given with our booth at the
Sport, Vacation and Travel Show at the Los Angeles Sports Arena. In addition
to these shows, we had the " Best of Beautiful British Columbia " Salon set up as
a booth at the San Diego County Fair (Del Mar) and at the Los Angeles County
Fair at Pomona.
The Salon makes an excellent presentation, and we were gratified to win two
awards this year with it. At the San Diego County Fair we won a special award
for the outstanding display in the International Building. The second, the Award
of Excellence, was at the Los Angeles County Fair (Pomona).
Attendance at the sport, vacation, and travel shows we participated in this
year was around the 225 to 250 thousand mark. The largest were the San Diego
County Fair (Del Mar), with attendance just over 450,000, and the Los Angeles
County Fair (Pomona), with attendance just over 1,100,000. The ski, winter,
and vacation shows, staged for specialized groups, were much smaller. Interest in
British Columbia was very keen at all shows.
In the spring, development work was done with the British Columbia Ski
Operators Association. Through meetings with this group, a package ski tour programme has been developed in an attempt to tap the lucrative Southern California
market for winter sports and vacations in British Columbia.
To develop the winter ski and vacation business, we had a booth in the International Ski and Winter Sports Show at the Great Western Exhibit Center (Commerce) and at the Ski Alpine Clubs' Show at Santa Monica. The British Columbia
Ski Operators Association assisted in the operation by sending knowledgeable people
to assist in staffing the booth. Reception of British Columbia for a winter sport
holiday appeared to be very good, judging by the way our literature was received,
and the interest shown by the people we talked with.
A good working relationship developed with travel and feature writers enabled
us to send several writers to British Columbia, and resulted in newspaper and
magazine articles on fishing, hunting, ski-ing, special events, and travel in general.
 I 44
Field trips were made throughout the year in the Greater Los Angeles area,
Southern California, and Arizona. Calls were made on these trips on Automobile
Club district offices, travel agents, tour operators, travel clubs, and transportation
Our contact with the travel training centre of the Automobile Club of Southern
California and the National Automobile Club is again proving fruitful. We have
had our films and slide presentations used in their training sessions in their main
office, and at their regional training centres. Our Fairchild projectors have been
through practically all their local and outlying district offices in Southern California.
The AAA clubs are particularly pleased with the work we have done with them, as
travel inquiries on British Columbia at their tour desks are 18 per cent more than
last year.
With the co-operation of the Canadian Government Travel Bureau and the
Alberta Government, a slide presentation has been developed, covering British Columbia and Alberta. This is being presented by the Canadian Government Travel
Bureau to service clubs, employee groups, church organizations, and other travel-
minded groups.
General office work has greatly increased during 1970, with telephone and mail
inquiries for general information and travel kits more than tripled in the past year.
Our films, projectors, and Fairchilds have been in continual use, and requests for
the use of these have more than doubled.
It is most encouraging to notice the ever-increasing interest shown in British
Columbia by the people of Southern California and Arizona, and the staff here take
pride in representing our Province through the Department of Travel Industry and
British Columbia Office, Los Angeles.
Roderick J. Fraser
1970 was a very good year for British Columbia House. Travel inquiries increased noticeably over 1969. Doubtless, this was due to the continued promotional efforts in Northern California of the Department and this office, and the desire
of Californians to discover British Columbia as an uncrowded vacationland.
British Columbia House has initiated and participated in a number of promotions in Northern California. The largest was the annual " British Columbia Week "
promotion in San Francisco and the Greater Bay area. In addition to numerous
speaking engagements during the British Columbia Week, a special promotion was
planned by British Columbia House for the Central Valley of California in Sacramento, Stockton, Modesto, and Fresno. Free travel-film evenings, with commentary
between films, proved to be an unqualified success. The Central Valley newspapers
published a special Travel Section and travel agencies and automobile clubs cooperated fully in promoting these evenings by having their clients and members call
to their respective offices for admission tickets. In addition, each guest received a
special travel kit on arrival at the auditoriums.
British Columbia House provided a new display and staffed the annual Sports,
Boat, and Vacation Show in January, 1970, at the Cow Palace in San Francisco.
This show has consistently had the highest paid attendance for events of this type.
For the first time, arrangements were made with the show management by this office
and the Canadian Government Travel Bureau to have an all-Canadian section. It
proved to be an excellent arrangement.
British Columbia House also assisted in staffing, and provided the attractive
display for, the Ski Show at the Cow Palace in October, 1970. This was the first
time British Columbia has been represented at this large show. British Columbia
House also participated in " Winter Carnival " in October, 1970, with a staffed display. This promotion, held in five major enclosed shopping-malls in Northern California, emphasized off-season vacations and ski-ing. Both shows resulted in a very
encouraging number of inquiries by mail, and in person.
An excellent close working relationship continues with CP. Air, and we have
co-operated with them in a number of travel promotions in San Francisco and the
Bay area during the past year, with particular emphasis on group travel. Good cooperation also continues with United States air-lines serving our Province.
Contacts made with the two automobile clubs and the many travel agencies in
the Greater Bay area have resulted in a noticeable increase in detailed inquiries from
these important outlets for potential visitors to our Province.
Further increase in inquiries resulted from the heavy promotional campaigns
of the four steamship companies, P & O Lines, Matson Lines, American President
Lines, and Princess Cruises, all of which again offered cruises from San Francisco
to British Columbia coastal waters, including Vancouver, Victoria, and Prince
Rupert as ports of call. All ships carried our Department films and copies of Beautiful British Columbia magazine.
Travel writers continue to call upon this office to proofread and check details
in their numerous travel articles. These articles have appeared in such well-known
publications as Sunset, Motorland, Chevron U.S.A., Carte Blanche, Westward, San
Jose Mercury News, Richmond Independent, San Francisco Chronicle, San Francisco Examiner, and Western Ski Time.
A definite increase in immigration inquiries was noted during 1970. Although
this office does not involve itself in the complexities of actual immigration requirements, as these are passed on to the Immigration section of the Canadian Consulate-
General, we are able to assist prospective immigrants by providing detailed information on areas of possible settlement in our Province.
Department films continue to be in heavy demand and the Canadian Travel
Film Library staffs in San Francisco report a substantial increase in British Columbia
film requests through their office and the outlets under their jurisdiction.
In summary, British Columbia House is definitely established as a source of
detailed, knowledgeable travel information for potential visitors, wholesale and
retail travel agencies, travel writers, transportation companies, and others in need
of the services offered by this office. This office is indeed fortunate to have an enthusiastic staff of British Columbia counsellors, and full credit is due for the excellent
way they handle even the most complicated inquiries.
I 47
Arthur E. Abram
-5i_i? J_<s_
,? M [«& The Tourist Accommodation office of this Department maintains
a registry of Government-approved tourist accommodation establishments throughout the Province, and the system is based on comfort,
cleanliness, and courteous service. At this time the system recognizes
only establishments offering units of overnight sleeping accommodation.
Inspections are carried out during the spring and summer months, and those
establishments which are approved are registered with the Department. All registered establishments are entitled to a 25-word free listing describing their accommodation in the British Columbia Tourist Directory. In addition, they are entitled to
display a Government-approved tourist accommodation sign, and an approval certificate for their reception area.
Approved tourist accommodation establishments are classified as to type and
are broken down into 21 classifications. Classification of tourist accommodation
is no^ a system of grading, and its intent and purpose is for tourist information,
answering the question " what is it?." Statistical information is solicited from the
industry at the time of annual registration and is useful in maintaining year-to-year
comparisons in the industry.
The yearly programming of work by the Tourist Accommodation office is
scheduled to produce the British Columbia Tourist Directory, at the first of the year,
to coincide with other Departmental promotion projects.
The Tourist Accommodation office during the year suffered an almost complete
change in staff, including personnel with long experience in maintaining tourist
accommodation records and servicing inquiries. Office routine work by the permanent staff is summarized as follows:—
Processing of tourist accommodation registrations, recording and depositing
registration fees, and maintenance of some 2,000 tourist accommodation
establishment files.
Soliciting, editing, and compiling all Directory information, including tourist
accommodation establishment listings.
Issuing and maintaining records of Government-approved tourist accommodation signs.
Servicing inquiries regarding establishing tourist accommodation in the Province, and letters of complaint from dissatisfied tourists.
Enforcement of the Tourist Accommodation Regulations, as required.
The Province was again covered with a temporary staff of six Tourist Accommodation Counsellors, between April 13 and July 31. All registered establishments
were called on, as well as many new applicants for registration. Tourist accommodations in remote areas were contacted by float-plane, charter boat, and four-wheel-
drive vehicles.
During 1970, more than 2,100 calls were made. Final registrations for the
year, totalling 1,995 establishments, offer a great variety in tourist accommodation.
At the termination of editing and compiling information for publication of the
1971 British Columbia Tourist Directory, a total of 1,995 establishments had been
approved and registered with the Department; 114 were removed from the register
of approved accommodation, and 140 new establishments were registered.
Many of the establishments removed from the register did not meet the required
standards. Others declined registration, which presently is not mandatory, and
again others were pending sale finalization.
During the registration of tourist accommodation it is interesting to note that
the change in ownership was down considerably from previous years. Our records
indicate a change in ownership of 119 establishments.
In 1970, the Department continued to publish 750,000 copies of the British
Columbia Tourist Directory. Copies of the Directory are available in Canada,
United States, and many foreign countries through our overseas office and offices of
the Canadian Government Travel Bureau, Ottawa.
Because of the demand placed on the volume of Directories published, distribution lists had to be revised to service this demand more effectively. Domestic travel
promotion by the Department also places an increased demand for Directories by
our residents. This publication continues to be respected for its intrinsic merits
and worth.
Incidents of unrest in the United States and Eastern Canada could well be
responsible for the increase in the number of inquiries regarding the building or
purchasing of tourist accommodation in the Province. During the year, 190 inquires
were serviced by the Tourist Accommodation office.
The tourist year of 1970 brought a total of 85 formal complaints to the attention of the Tourist Accommodation office.
Personnel of the Tourist Accommodation office attended the spring and fall
meetings of the Provincial Tourist Advisory Council, held in Victoria and Williams
Staff members also assisted in sport show promotion in the early months of the
Our Tourist Accommodation office co-operated with the Health Branch concerning tourist accommodation establishments and sanitation.
Total establishments registered  1,995
Total number of units  55,531
Establishments removed from register  114
New establishments registered  140
Establishments permanently closed  9
Change of ownership  119
Establishments and Units by Classification
Establishments Units
Hotels   179 9,067
Motor hotels  113 6,685
Apartment hotels  13 386
Motels  608 11,504
Motor courts  215 2,714
Auto courts  23 199
Year round  36 653
Summer   96 1,195
Fishing  19 194
Lodges   62 655
Dude ranches  19 327
Beach cottages  96 447
Bungalows   19 161
Cabins   83 548
Trailer parks  219 6,733
Houseboats   3 19
Camp-sites   234 13,469
Camping cabanas  3 40
Fishing camps ....  105 814
Hunting and fishing camps  28 171
Totals   2,173 55,531
Total classified establishments  2,173
Total registered establishments  1,995
Establishments with dual classification      178
B. H. Atkins and B. J. Pauls
The increasing popularity of Beautiful British Columbia magazine can be verified by the printing-order growth this last year. The fall 1970 issue saw 248,000
copies printed; winter, 265,000, and spring, 1971, going into production with substantially higher circulation expected. Paid subscriptions increased by 42,000 during
the year to 168,000. Increased news-stand sales account for most of the balance.
This has added considerably to the pressure on the business, sales, and distribution
The 1970 issues contained 24 articles depicting British Columbia and our way
of life—from a puppet show in Butchart Gardens in the height of the tourist season
to a pioneer settler in the vast wilderness of the Lonesome Lake country. In all,
the four issues contained 387 colour photographs specially taken for the magazine.
A great deal of research and planning is required to obtain the material for the
articles reproduced in the magazine and maintain the " getting-better-all-the-time "
opinion of our readers. Most articles are planned more than a year in advance. So
many being of a seasonal nature necessitates the two Departmental photographers
assigned to the magazine being on field assignment a year prior to the corresponding
season of planned publication. In 1970, 38 specific assignments were photographed
for future use, resulting in approximately 1,000 coloured illustrations being added
to our selection files.
Many illustrated articles and hundreds of free-lance photographs are submitted
annually for our consideration. All receive the attention of the editors, and those
meeting our standards and requirements at the time are accepted.
A total of 170,000 copies of the 1971 calendar diary were printed and offered
as part of the pre-Christmas promotion to subscribers.
The distribution of promotional literature through the customer accounts of a
large department store, and the direct mail campaign initiated last year, were repeated
with success.
The special 80-page Beautijul British Columbia publication printed in Japanese
and distributed by the British Columbia pavilion at Expo '70 in Osaka was reported
to be the best of all publications associated with the Exposition.
Volume II of This . . . Is British Columbia, Our Natural Heritage was
produced. This fully illustrated publication, based on the theme written by the Honourable W. K. Kiernan, looks at the growth of our Province and puts forward for
consideration the importance of the preservation of our natural heritage. Published
in both regular stiff-cover and hard-bound editions, 100,000 copies were made available in October through book and magazine distributors in the Province and the
distribution office of Beautiful British Columbia magazine in Victoria. The public
response has proved most gratifying.
There has been a marked increase in the number of requests from all over the
world to reprint articles from Beautiful British Columbia magazine.
The growing popularity of the magazine brings an ever-increasing flood of correspondence requesting additional information arising from specific articles or on
the Province as a whole. As it is the purpose of the magazine to stimulate interest
in the Province, every effort is made to fulfil requests. These questions range from
" Where's Mount Munday? " and " What's a catskinner? " to foreign-trade information and explanations about the parliamentary system.   If the present growth pattern
continues, steps will have to be taken to ensure that this worth-while service to our
readers is continued.
The complete revision of the 1971 "general booklet" released by Travel
Industry was undertaken. The booklet, dealing with the Province regionally, is
illustrated by more than 75 photographs. A series of six new posters were designed,
three of which carry the Centennial message. Assistance was also given in updating
the road map, ski brochure, special promotion " shell," and other printed material.
 I 52
K. B. Woodward
During 1970, participation with television programmes, radio programmes,
newspaper promotions, and air-line interline groups proved successful in obtaining
gigantic coverage of the British Columbia story throughout densely populated areas
for a minimum outlay. The basic pattern, in exchange for television, radio, newspaper time, and space, is that we provide a seven-day holiday for two in British
Columbia. In some cases our holiday prize is only for a two- or three-night duration.
The co-operation received from the travel industry in British Columbia makes this a
most economical way to obtain maximum coverage.
Herald Examiner (Los Angeles).
Independent Press Telegram.
International Interline News.
The Waikiki Beach Press.
The Honolulu Star Bulletin.
Winnipeg Free Press.
Berkeley Daily Gazette.
Independent (Richmond, Calif.).
Radio Stations
KGMB (Hawaii).
KRO (San Francisco).
KGBN (Boston).
CFCN (Calgary).
CJCA (Edmonton).
Television Shows
Number of
Dating Game..
Eye Guess .
Hollywood Squares-
Let's Make a Deal	
You Don't Say	
Name Droppers	
It would be difficult to estimate the number of persons who viewed British
Columbia exposure on first runs of the Dating Game television shows. First-run
exposures could be viewed by 18 million people. This does not include Canadian
stations bordering on the United States that view this same show.
In 1970 this group of 2,500 travel salesmen convened in Amsterdam, Holland.
British Columbia was represented and contacts made and literature distributed to
the travel agents who were assembled. In co-operation with CP. Air, the traditional mink stole was drawn and presented to one of the attending delegates.
I 53
Familiarization Tours
In April, we arranged a tour of the sales personnel of Beltz Travel Service
Incorporated. This sales force specializes in Alaska escorted tours. Most of the
business generated from this organization arrives in British Columbia in the off-peak
season (May and September). Two May departures and two fall departures were
fully sold, which incorporated extended stays in British Columbia.
In May, a group of 150 New York travel agents visited British Columbia.
They were extremely interested in viewing British Columbia tourist facilities. As
extended promotions have been carried out by the Special Promotions Section of
the Department of Travel Industry in New York, this proved to be a natural
follow-up of our joint British Columbia and Air Canada promotions in that area.
British Columbia tour packages shown to Japanese travel salesmen.
Japanese travel agents familiarization tour of British Columbia.
In May, also, we arranged an eastern Canadian and United States travel agents'
group to visit British Columbia. Our theme was to suggest to the travel trade in
the eastern portion of our continent that they sell their clients a five-day British
Columbia package on their way to Osaka, or on their return journey.
During the same month, 30 Japanese travel agents toured British Columbia
and we suggested that the world's fair visitors may wish fresh travel ideas for their
homeward journey. Some of the results from this particular tour are shown in the
accompanying letter.
In the month of September, in co-operation with Japan Air Lines and Air
Canada, we hosted an additional group of travel agents from Japan. It is apparent
that the Japanese travel market is most receptive to British Columbia as a vacation
destination. Many inquiries have been received from our visiting Japanese travel
agents.   Most of this business arrives in our off-peak season.
1281 West Georgia Street, Vancouver 105, Canada
File:  3535-1
August 19th 1970
Mr. K. B. Woodward,
Convention and Special Promotions,
Department of Travel Industry,
B.C. Government,
Victoria, B.C.
Dear Ken:
I just wanted to let you know that I am leaving for
the Land of the Rising Sun again on August 27th and
will be more than happy to take the albums if they are
Jim Date wrote to me the other day saying that 280
Japanese skiers will be coming to B.C. this coming
winter.   I know every one of them except one programme,
is planned by the travel agents who came to B.C. in May.
Over 300 Japanese students visited Vancouver this summer
and the largest belonged to NAIGAI Travel who was on
your tour last year.   Your efforts are definitely bearing
big results again this year.
Please let me know about the albums.
Yours truly,
J. Ohori,
Co-ordinator, Orient Route Development.
I 55
Kenneth Woodward presenting travel award to Japanese travel wholesaler.
The 1970 British Columbia/Air Canada market support programmes were
carried out in New York, Massachusetts, New Jersey, Manitoba, and Ontario. Specifically, seven programmes were completed — Winnipeg, Man.; Toronto, Ont.;
Garden City (Long Island), Yonkers, and Buffalo, N.Y.; West Orange, N.J.; and
Boston, Mass. The central theme of " Spring Comes Early in British Columbia "
was carried out and the co-ordination was handled by the local Air Canada district
sales managers for the area concerned. Close to 1,000 travel agents were personally contacted, and here again all promotion was aimed at the off-peak season.
British Columbia is rapidly becoming a destination for vacationing visitors
from Hawaii. CP. Air alone flew in more than 6,000 persons in just over a six-
month period in 1969. The majority of this traffic is during the off-season. Of
course, this does not include the large numbers that P & O Lines bring in on their
ships, nor does it include those who come via the United States Mainland with
other carriers. A full coverage promotion was carried out involving newspapers,
television appearances, special luncheons, dinners and evening presentations, travel
agents, and consumer and service club presentations. In co-operation with CP.
Air, all aspects of travel promotions were touched upon.
Up to this date in 1970, CP. Air shows an increase of 25 per cent to British
Columbia over the same period last year.
25 different air-lines gathered in British Colum-
seminar.    The following air-lines were repre-
Twenty-five representatives of
bia for a fishing derby and travel
Eastern Provincial Airways.
Pacific Western Airlines.
Air New Zealand.
Japan Air Lines.
Allegheny Airlines.
North Central Airlines.
United Air Lines.
Continental Airlines.
Western Airlines.
Eastern Airlines.
Northwest Airlines.
Delta Airlines.
American Airlines.
Pan American World Airways.
Czechoslovak Airlines.
British Overseas Airways Corporation.
Irish International Airlines.
Olympic Airways.
British European Airways.
Trans World Airlines.
Aeroflot Soviet Airlines.
 I 56
Our plan was to sell British Columbia as an alternative route to travellers
changing their travel plans during an extended trip to countries other than this
We were successful in obtaining contacts with persons involved in rerouting
travel arrangements in the above air-lines. We believe that this particular method
of travel promotion, initiated in 1970 by the Department of Travel Industry, is another " first " in travel promotion in British Columbia.
Most of the effort put forth by the Special Promotions Section of the Department of Travel Industry was aimed to accomplish two objectives—(1) To encourage visitors who originate from points other than the North American continent;
(2) to encourage visitors to use our established facilities, e.g., hotels and motels,
motor coaches, trains, and planes as opposed to using recreation vehicles for accommodation and transportation.
I 57
P. D. Crofton
During 1970, 305 conventions held in various cities and centres throughout
the Province contributed $17,582,730 to the economy of British Columbia. This
is an increase of $1,549,459 over 1969. We must point out that convention revenue is derived by projecting the number of conventions one year in advance. The
conventions booked after the lists were computed are not included in these figures.
1970 was a record year both in the number of conventions held and their total dollar
Early in 1970, the Deputy Minister formed a convention promotion committee
to assist and advise the Department of Travel Industry on convention promotion to
and within British Columbia. This committee, whose members are interested and
experienced in the convention business, held several meetings during the year. Some
13 recommendations have been made to the Department. These will be given careful consideration, and no doubt many will be implemented during 1971.
The Convention Section of the Department again participated in the American
Society of Association Executives convention held in Washington, D.C This was
the largest convention in the history of A.S.A.E., and one of the highlights was the
presentation of a British Columbia mink stole as first prize. We have built up a
considerable amount of goodwill with the mink over the past few years, which has
given this Province and our convention centres a great amount of publicity.
The Department of Travel Industry, Air Canada, and Pacific Western Airlines
were hosts to 15 association executives from eastern Canada. The purpose of
bringing these executives was to show them the convention facilities of some of the
larger centres. Unfortunately, their time was limited and we were able to take
them only to Victoria, Vancouver, New Westminster, Harrison Hot Springs, Manning Park, Penticton, and Kelowna.   From letters received and conversations held
with these executives by ourselves and Air Canada, 10 associations have indicated
they will hold, or are interested in holding, their convention in British Columbia in
the 1970's.
The Department was host at a dinner for association executives visiting the
Greater Vancouver area. The Convention Section made available back issues of
Beautiful British Columbia magazine, travel kits, and convention material to British
Columbians attending conventions in other parts of the North American continent.
This was done to assist them in making a bid to bring their organizations' convention to British Columbia. Travel kits, which included regional material, were mailed
to delegates prior to their coming to British Columbia to encourage°them to take
pre- or post-convention tours of the Province.
Personnel from the Convention Section assisted the Special Promotions Section
in showing British Columbia to Japanese, American, and Canadian travel agents,
visiting V.I.P.s, travel writers, and journalists. In addition, assistance was given in
arranging and conducting a tour of British Columbia by members of the Commonwealth Parliamentary Association from Malaysia, Singapore, and Hong Kong.
Seventy-three per cent of conventions are held during the period from September to June. The top month for conventions in this Province during 1970 was May,
with 65; followed by June, 45; April, 44; September, 26; and October, with 24.
There were nine conventions in July, and 17 in August. These figures show how
important conventions are in bringing additional business to British Columbia in
the " off-peak " months.
I 59
B. A. Lee
Department of Travel Industry personnel were called upon to staff a record
number of shows during 1970. More than 2,000,000 potential travellers and vacationers attended these shows, which included The Portland Boat, Trailer, and Sport
Show; Los Angeles Sport and Vacation Show; San Francisco Sport and Boat Show;
Pacific Outdoor Sports Vacation Show, Vancouver; Canadian National Sportsmen's
Show, Toronto; Edmonton Boat and Sport Show.
Two state fairs in California, the Pomona State Fair and the Del Mar Fair,
were participated in with the Beautiful British Columbia collection being displayed.
This year, ski shows in San Francisco and Los Angeles were entered into, with
members of the Ski Association assisting in staffing both. In keeping with the theme
" B. Cee-ing is Believing," members of the Department participated in the Annual
Duncan Bonanza event. Other major areas where British Columbia literature was
distributed included Kansas City, Phoenix, Winnipeg, Milwaukee, Dallas, and
Due to the many shows that were entered, it was necessary to have the display
at San Francisco (used jointly by Industrial Development, Trade, and Commerce
and ourselves) completely refurbished to give it a travel theme. It was also designed
for relatively easy change-over into a ski display, thus being used at the two California ski shows.
The walk-in British Columbia exhibit at the Niagara International Centre Exhibition Building in Niagara Falls, Ont., now in its third year of operation, was relocated on the upper Pavilion floor, which should offer a greater year-round audience.
The Exhibit and Display Section was also involved in various other promotional activities within the Department and assisted in travel promotion and tours
throughout the year. It also assisted the Director of Publicity in hosting various
travel writers and editors to this area.
 I 60
G. Ed Meade
If sheer volume of travel inquiries constitutes a simple yardstick of the growth
of the British Columbia travel industry, then it can be safely stated that Canadians
will take up any slack in border crossings.
During 1970, border crossings started with huge gains, then subsided to a
decline by early summer. The first six months produced only a 4 per cent over-all
gain at Lower Mainland border crossings.
During the same period, travel inquiries at the Vancouver office showed a 36
per cent gain.
By year end the gain in all inquiries was 30 per cent, a total of 73,085, compared to 57,685 in 1969.
Travel inquiries held their gain. Over the year, a total of 53,407, compared
to 40,672, gave better than a 30 per cent increase.
Undoubtedly there was a change in travel habits. Trailers and campers, along
with the simple tent-camping sector, dominated the scene from time to time.
Surrey's Bear Creek Park had record trailer attendance; ChiUiwack entertained
more than 500 trailers in one group. Inquiries at the Vancouver office indicated
these people move about considerably within the area once they have established
a headquarters. Spending by trailer operators appeared to be in direct proportion
to the number of miles between home base and destination; those who come from
afar spend more, once settled.
A factor worth consideration in the travel of British Columbians within their
own Province may have been a severe tightening of border checks by the United
States. Back-ups were reported for several miles during summer week-ends, and
radio stations constantly advised drivers to turn around and stay home.
Vogue magazine model Sally Marr posing in Stanley Park.
Vancouver International Airport, a source of more affluent travellers, estimated 1970 arrivals at 2,753,840, compared to 2,374,000 last year, an increase of
16 per cent.
The Yellowhead route to the Lower Mainland provided a large funnel for
first-time visitors.
During July there were 683,977 visitors in Jasper National Park. This,
coupled with a noticeable increase in questions about the route, showed it to be
a prime attraction to travellers both east- and west-bound.
Travel in the periods at the edge of the normal peaks accounted for significant
gains in Vancouver. The Deputy Minister's idea of a Festival of Sports pushed
up spring inquiries and kept more British Columbians at home; the internal advertising added to the volume. Both were reflected in the type of question asked at
the Centre.
It was again a year of visiting writers and photographers. Vogue magazine
produced several pages of fashion advertising, using Vancouver scenes as backdrops. Several television crews from outside Canada worked in the Vancouver-
Lower Mainland area, and major motion-picture production was almost continuous.
Yet to be published is a photo story in Venture magazine, a highly artistic publication out of New York. It will cover both local and Garibaldi Park activities. Radio
stations locally had summer-long series of " where-to-go " spots, and the C.B.C.
National Network carried considerable British Columbia travel material. Much of
the latter publicity called for participation by the Vancouver Supervisor.
More and more Mainland retail establishments are realizing the value of
travel-oriented staffs, and at the year-end the largest chain of drug-stores enlisted
the aid of the Supervisor to lecture to 300 employees. Early in the year, the usual
series of waitress-training travel lectures were given. This trend toward knowing
more about British Columbia now ranges from high school students to nurses,
adult night schools, business, professional and service clubs, and church groups.
Summing up, the highest-volume day was July 20, with 800-plus inquiries;
337 by telephone on four lines.   July was also top month, with 12,777 inquiries.
Just under 500 cases of literature were shipped from this office to outside
centres and other points.
It was a summer of forest fires hampering woods travel, but with the excellent
co-operation of the British Columbia Forest Service, a daily revision of the fire
closures was kept, and people moved from closed points to alternatives.
Despite labour unrest, people still travelled. They may not have spent as
much, but they spent it at home, and Canadians from coast to coast joined them.
In June, the Fish and Wildlife Branch moved from the Centre to new quarters,
and the burden of hundreds of referrals was added to an already hard-pressed staff.
In October, the Parks Branch left, leaving the Centre occupied only by the Department of Travel Industry.
Excellent temporary counsellors, along with an enthusiastic permanent staff,
made the year's operation very satisfactory.
 I 62
Ed Norman
Reported economic slowdown in some of our major market areas was not seriously reflected in traffic volume through our reception centres.
The new Yellowhead Pass routes brought about significant changes in traffic
patterns. Traffic counts of westbound visitors through Jasper National Park showed
large increases.
Increasing popularity of recreation vehicles is producing several major changes
in tourist development.
While environmental problems attendant upon the recreation vehicle phenomenon are self-evident, certain other factors also emerge.   The recreation vehicle has
(a) extended the outdoor " camping " season from two to five months;
(b) considerably lengthened the average stay within the Province for this type
of visitor.
Because of these factors, they require a longer service period in reception centres to assist with prolonged itineraries. This is placing an increased work load on
reception centre staff.
During the peak month of August, Douglas Reception Centre served 13,598
vehicles, comprising 44,244 visitors. This fantastic work load averaged one party
of 3.25 people every 98.5 seconds.
Douglas Reception Centre, on Highway 499 near the Customs point of entry,
now open year round, continues to bear the heaviest traffic of all our centres.
Through the calendar year of 1970, this centre served 178,360 visitors, as
opposed to 141,270 during the 10V_ month period in 1969, an increase of 26.2
per cent. In comparison to only 15.4 per cent last year, 30.2 per cent of these
visitors were using recreation vehicles.
Abbotsford Reception Centre, in the median strip on Highway 401, shows an
increase in recreational vehicles from 42.1 per cent in 1969 to 47.2 per cent during
The statistics at this centre point up another unusual fact concerning recreation
vehicles. The size of party in this type of transportation is smaller than the party
travelling in conventional automobile.
Traffic increases, but the number of visitors does not increase proportionately.
During 1970, this centre served 108,345 visitors in 38,512 parties, as opposed to
117,554 visitors in 37,680 parties during 1969; an increase of 832 parties, but a
decrease of 9,209 visitors, during the same 5V_ month period in each year.
The average size of parties has decreased from 3.3 persons in 1963 to 2.8 in
1970.   Fewer people are requiring more service space.
In simple terms, a 100-space camping facility in 1963 now requires 117 spaces
to accommodate the same number of people.
This same trend is evident at other centres also. Sicamous reports 13,960
visitors in 4,472 parties, as opposed to 14,246 visitors in 4,338 parties during 1969.
The proportion of recreation vehicles was 58 per cent.
During 1970, Osoyoos showed only 38 per cent of traffic as recreation vehicles
out of a total of 19,770 visitors in 6,359 parties; a drop of 1.3 per cent over 1969.
1970 was a very good year for our Banff operation. Because of its out-of-
Province location and the type of business generated, we are able to assess the value
of the operation to the Province in real terms.
Many visitors are routed to Banff for long-term vacations. After several days,
these visitors have done all the tours around the area, or the weather turns bad, and
they look for further fields. By establishing British Columbia itineraries for these
visitors, we are able to evaluate distances travelled, nights spent in the Province, and,
to a degree, moneys expended.
During 1970, this worked out as 4,140 parties, involving 12,420 people. Of
these 4,140 parties, 1,719 were seeking local information. In the interest of good
public relations, our staff serve these to the best of their ability.
The remaining 2,421 parties, containing 7,990 visitors, were routed a total of
4,701,600 miles through our Province and in so doing spent a total of 90,139
visitor-nights within our borders.
These were all out-of-Province visitors, so we can interpret these figures as a
minimum of $630,973 brought into our economy from this operation. This represents an increase of 17 per cent over the same period in 1969.
We have been very fortunate in obtaining a new location for our Banff office.
In the future, we will have a completely separate British Columbia Reception Centre in the National Parks Information-Museum Building.
We are very grateful for the co-operation we enjoy with the Banff National
Park Administration that has enabled us to obtain these facilities.
Ever-increasing traffic volume aboard British Columbia Ferries enhances the
value of the Travel Counselling programme maintained on this service during the
summer months.
Twenty counsellors working on board eight vessels during the summer period
are in a strong position to assist thousands visiting the Coastal regions to discover
the many other areas of the Province.
From June 1 to Labour Day, multi-lingual counsellors were again provided to
receive overseas flights at Vancouver International Airport. We are grateful to the
Department of Transport, Customs, and Immigration officials, and all major airlines, without whose assistance and co-operation this programme would not be
Demand for British Columbia travel literature continues to increase to meet
the growing interest in our Province as a vacation destination.
In order to obtain the most efficient results from available supplies, it is essential to screen all requests for bulk literature and to constantly revise and update
shipping and mailing lists and apply quotas.
During the past 10 years, tourist value to the Province has increased 247 per
cent, but travel literature available to serve this vast growth has risen in volume by
only 120 per cent.
The ever-increasing costs of producing good literature makes it essential that
every piece is placed in the area where it will do the most good.
The importance of having well-trained travel counsellors in all parts of the
Province is becoming more evident with the continued growth of tourist traffic.
The fact that we are now getting more and more participants from community
information centres attending the Travel Counsellors' Training Course means that
community leaders are becoming more aware of this.
During the course held in May at the British Columbia Institute of Technology,
two classes had to be conducted simultaneously in order to accommodate the enrolment.
I 65
- 197)
^SE 12) * j
1961     '62
Thanks are due to many members of other Government departments and many
dedicated people from the private sector of the industry for their untiring efforts in
making this course a very worth-while programme.
For the first time, a three-day course was conducted in Region E. The course
was organized by the Regional Co-ordinator, with co-operation and assistance of
several Chambers of Commerce, and conducted by this Department.
Nineteen counsellors from many communities attended the course and found
it very beneficial in carrying out their duties during the season.
Much experience was gained with this pilot programme, and steps are being
taken to establish a permanent short course for regional use.
Close liaison is maintained with the Canadian Government Travel Bureau.
Three senior travel counsellors made an extensive tour of the Province in May and
received a thorough briefing of our operation.
Two travel counsellors from head office spent training periods at both Abbotsford and Douglas Reception Centres, and the Vancouver office, in order to gain
field experience.
Assistance was given to other divisions of the Department in promotional
Travel shows in California and Toronto were staffed. The California promotions in both San Francisco and Los Angeles were co-ordinated under the direction
of the Deputy Minister.
The Travel Counsellors' Training Programme included an extensive trip embracing Prince George, Hudson's Hope, W. A. C. Bennett Dam, Fort St. John,
Dawson Creek, and Fort St. James.
Regular inspection and liaison trips were made to all information centres,
including visits to attractions and facilities throughout the Province.
 I 66
19€1 - 19
$100,000,000 L i-
1961  '62   '63   '64
'65   '66   '67   '68   '69   '70
G. L. Levy
The Personnel Office processed 81 personnel requisitions through the Civil
Service Commission. These were required for the selection of persons to fill
vacancies and seasonal requirements for the following areas:—
Twenty-three were recruited for the Travel Division to staff reception centres
in Victoria, Vancouver, and various parts of the Province.
Twenty-seven were selected for the subscription office of Beautiful British
Columbia magazine.
Twenty-one tourist counsellors were selected to be located on all major British
Columbia ferries during the tourist season.
Six persons were selected as tourist accommodation inspectors in the Province.
One was selected for the Film and Photographic Branch and another for the
Community Programmes Branch.
The employment of seasonal staff each year is necessary to carry out the
tourist information service.
The Accounts section processed all requisitions for supplies and equipment,
and all expenses incurred by all branches of the Department, including the new
addition to the Department, the Community Programmes Branch.
Harry P. McKeever
An unexpectedly large number of visiting journalists and intensified requests
for written material imposed severe conditions on this office. In the former regard,
the help and co-operation of Department members is sincerely appreciated. Without their assistance, the year's achievements would have fallen short of the attained
In particular, special thanks are extended to Messrs. P. D. Crofton and B. A.
Lee, both of whom undertook local tours. Similar gratitude is expressed to Miss
Elaine Johnston for much help in checking details of material written by outside
sources and sent to this office for verification.
Some 150 special stories were written for editors in many parts of the world.
A considerable upsurge in Canadian requests, especially noticeable, indicated a
pronounced awareness of Canada by Canadians. Several words of tribute were
received regarding the quality of the material sent out. A Canadian publisher's
comments on a novel approach to a travel story were exceedingly flattering.
Three special issues of the British Columbia Government News were prepared
for the Honourable the Prime Minister. Circulation of this official organ is presently in the neighbourhood of 70,000. Parts of the contents are frequently used by
kindred publications in other parts of the world.
Subsequent to a proposal last year to a notable German travel writer with some
40 books to his credit, the author visited British Columbia in 1970. The result will
be a German edition of the book from the presses of West Germany's leading publishing firm. This office was extremely complimented by the suggestion it help with
the English version.
Several field trips were taken with writers channelled via the Canadian Government Travel Bureau's Visit Canada Programme. Other trips were for trade
house representatives preparing guide books and straight story material. These
travels began early in the year and continued until late autumn. They covered
most of the Province, and resulted in publicity ranging from beaver to rockhounding.
One, in May, a 17-day outing with a European writer-photographic team
engaged in a series of economic articles, compared the Peace River hydro project
to the operation of a rancher in the lonely Chilcotin country for emphasis. Otherwise, many local one- and two-day tours were given writers, many of whom were
self-committed in their assignments.
Whilst time-consuming, these trips nevertheless have the twofold purpose of
exposing British Columbia's travel amenities to worldwide readership and serving
as means of acquiring refresher material for the operations of this office. Allied
with actual visits is the frequency of in-office liaison with writers preparing stories,
but who do not have the finances to visit. Here, the considerable correspondence is
compounded by having to adjust writing techniques to suit the inquirer. So far,
this has been done to the satisfaction of all, and with the same good results.
Due, ostensibly, to the tremendous growth of travel as a major international
industry, the appearance of more and more writers turning to travel writing was
markedly evident in 1970. A practice is to test the talents discreetly and encourage
those with true ability. Considering the work load involved in an ordinary year,
such an approach is necessary. Happily, the crop of new names on the journalistic
scene has provided numerous very worth-while contacts of dedicated people whose
combined work proves beneficial.   In all cases, however, and taking into regard that
I 69
these writers work with editors mostly on the query system only, and strictly on a
speculative understanding, the correspondence is heavy indeed.
For help throughout 1970 with such journalists, and also for the co-operation
with established contacts, the Film and Photographic Branch showed praiseworthy
Research and travelling to interview prospective subjects were undertaken on
behalf of British Broadcasting Corporation. The producer of the proposed programme was hosted for two days. A producer with Irish television was assisted
with research. The publisher of a slick British publication received help that
enabled him to produce two excellent picture stories on British Columbia. Others
from the Orient and elsewhere were also assisted. A writer-photographer from
Holland was introduced to Dutch immigrants now resident in the Province, with
gratifying results.
As usual, Department maps, folders, and brochures were updated. Textbooks,
travel guides, and other tourist media were checked for automobile clubs, travel
agencies, and publishing houses. A trip to northernmost Vancouver Island was
completed to establish correct mileages and furnish material for a travel guide publisher in British Columbia. A representative of Sunset, California, was conducted
on a road-sea tour of west Vancouver Island. A photographer from Argosy, New
York, was escorted on a tour for a camping story, subjects for which were found,
and arrangements made for, by this office. Several press releases were written.
The Annual Report of the Department was produced.
Altogether, 1970 proved to be a vigorous year indeed. With other parts of
North America compressed by concrete and population, British Columbia's image
becomes even more appealing to those denied our innumerable environmental advantages. Consequently, with travel the prime means of respite from city pressures
and their attendant aggravations, the Province continues to represent Utopia for
writers in search of reliable story material.
Notwithstanding the worth of this to the industry itself, it nevertheless means
this office has to expect increased activity in the year ahead.
Miss Elaine Johnston
Travel promotion offices, Government agencies, transportation companies,
automobile clubs and associations, and others involved in the publication of travel
information material and photographs call on the assistance of the Department of
Travel Industry in checking the authenticity of stories and information used to
encourage travel to our Province. While most of the requests are channelled
through the Director of Publicity, the volume of work often requires the responsibility for checking and research to be passed along to the Public Information Officer
in the Special Events Branch. Assistance this year has been given many times to
the Canadian Government Travel Bureau offices in Ottawa and Seattle, the American Automobile Association in Washington, D.C, and Yachting magazine. In one
month alone, 17 stories were checked.
Familiarization tours are conducted for the many magazine and newspaper
editors, writers, and photographers who visit British Columbia. This year, tours
were given to editors and writers from Tokyo and Yokahama, Japan; Cincinnati,
Ohio; and Long Beach, California. Additionally, staff from the Canadian Government Travel Bureau offices in Ottawa and Seattle were familiarized with the
Province on the many occasions required. This is particularly an asset to those
of the Canadian Government Travel Bureau staff who will be posted abroad to the
United States, Europe, Japan, and Australia. While informative, brochures are
not a substitute for first-hand personal knowledge.
The 1970 California promotion required months of advance preparation.
Biographies and photographs of our guest speakers must be written and supplied to
the clubs, groups, and associations where they present our British Columbia programme. Correspondence was conducted with more than 200 clubs for our 1970
visit. Details concerning dates, times, speakers, programme, special interests, previous programmes, the availability of slide or movie projectors, screens, electrical
outlets, extension cords, microphone, and even detailed traffic directions must all
be finalized before leaving Victoria. The Information Officer of the Special Events
Branch arranged or assisted with the arrangements for all these details for the 1970
California promotion.
In California, headquarters offices were set up in San Francisco and Los
Angeles to co-ordinate all the material brought from British Columbia, including
slides, projectors, films, promotional literature, courtesy gifts for club presidents
and programme chairmen. Last-minute changes in locations of meetings, changes
of speakers, and transportation arrangements are handled, too. In addition to
helping staff the headquarters office, the Special Events Information Officer gave
slide presentations or movies to an average of two clubs each day, sometimes more.
To train new staff required each year through annual turn-over in our own
Department, Chamber of Commerce visitors information offices, sightseeing attractions, travel agencies, etc., the Department of Travel Industry and Department of
Education co-sponsor a one-week training-school in May. The 1970 Travel Counsellors School was conducted in classroom space provided at the British Columbia
Institute of Technology in Burnaby. Department of Travel Industry staff involved
in this project include the Director of Information Services and the Special Events
Information Officer.
The enrolment was large enough to necessitate running two classes simultaneously. A course outline must be updated and prepared each year, guest speakers
arranged, classroom facilities prepared, audio and visual aids arranged, transporta-
tion and accommodation arrangements made for out-of-town students. During
the week-long session, students must learn how to order literature, read maps, use
the British Columbia Tourist Directory and other promotional material, methods
in travel counselling, psychology of travel counselling, industry, geography, history,
climate, general recreation, and attractions of interest to travellers in British Columbia. The Special Events Information Officer instructed in many of these subjects,
and conducted field trips.
At the invitation of the Figure 8 Visitors Association, a Travel Counsellors
School was conducted in June at Kamloops, Salmon Arm, and Three Valley Gap,
near Revelstoke. This marked the first time a school was conducted for a specific
tourist region, and also the first time the classes travelled from city to city. New
teaching and administrative techniques had to be devised to compensate for the
time loss in moving from one location to another, and to shorten the course to three
days from the normal five days.
On-the-street surveys were conducted jointly with other information officers
and travel counsellors from the Department at various times during the summer
months to learn visitors' reactions, comments, criticisms and (or) praise of accommodation, sightseeing attractions, restaurants, transportation, and other services in
the Province.   Many noteworthy and interesting points of view were recorded.
Spot telephone surveys were done throughout the Province to ascertain the
rate of occupancy at various motels, camp-sites, and trailer parks during the peak
summer months.
In co-operation with the British Columbia Aviation Council, writing and
research was begun for production of a new booklet promoting air-tourist travel to
British Columbia. In this regard, a Civil Aviation Branch was created within the
Department of Travel Industry to encourage and promote aviation travel by private
and commercial carriers. Announced commencement of work on the new booklet
was enthusiastically received at the annual general meeting of the British Columbia
Aviation Council in September at Harrison Hot Springs.
As 1970 drew to a close, preparations were already under way for the 1971
California promotion, and the 1971 Travel Counsellors School, and writing and
research continued on the new aviation booklet.
The co-operation of many civic, municipal, Provincial, and Federal agencies
and departments is gratefully acknowledged. Without their good will and cooperation, production and distribution of information would be very difficult.
 I 72
Mrs. Grace M. Long
Revision and updating of our filing system continues and increases in volume
with information for inquiries.
Requests for information on our Province for 1970 had an 8.16 per cent increase over last year, as shown by the following figures:—
February  12,679
March  27,048
April  :  55,994
May   33,077
June  21,854
July  12,880
August   7,349
September :  8,868
October  7,326
November  _•__ 7,068
December   6,245
213,358 197,250
Disruption in mail services was reflected in mail quantities during July, August,
and September.
Tourist counsellors orientation tour at Mile O, Dawson Creek.
 '•; .     . ■
Preparation commenced in early March for the Travel Counsellor Orientation
Tour, May 10 to 18. Reservations and contacts with Chambers of Commerce on
the route were made for this group of 31. Included in the group were two representatives from the Canadian Government Travel Bureau, Ottawa, and one representative from their Seattle office; our Department of Travel Industry in Los Angeles also sent a representative. This tour was made by plane and coach into the
Peace River area, with escorted tour through the W. A. C. Bennett Dam. Visiting
this rapidly developing northern area added greatly to the knowledge of this group,
enabling them to answer with confidence the many queries on an area which has
become so popular with the travelling public.
Preparations for the travel counsellors working aboard British Columbia ferries and at the Vancouver International Airport commenced in November, for completion before May 22.
Participated in the Department of Travel Industry, San Francisco Promotional
Tour, April 6 to 10, and the Los Angeles promotion, April 13 to 17.
Participation in the Travel Counsellor School in Vancouver for one day.
Accompanied group on Travel Counsellor Orientation Tour, May 10 to 18,
in an advisory capacity, also as chaperone.
During July 5 to 11, two of our Victoria office travel counsellors, Mrs. Debbie
Buick and Miss Gail Dennison, worked at our Abbotsford, Douglas, and Vancouver
Information Centres. These two young ladies also assisted at Duncan during that
city's two-day " Bonanza Day " promotion.
Miss Dennison assisted with proofreading of the British Columbia Tourist
Directory, 1970/71 issue.
Labels for our bulk-shipment mailing are made each year, amounting to approximately 12,000 labels for the distribution of literature, starting January 1 and
continuing throughout the year.
Tourist counsellors from Department of Travel Industry at the Peace River power project.
 I 74
A survey has been made on all bulk-shipping throughout North America. To
complete this vast undertaking, staff investigation of the distribution of hundreds
of outlets will provide monthly information on the needs of these outlets and also
eliminate the possibility of waste.
Kits amounting to 2,500 were made up for a Ministerial Convention held in
Victoria. Special kits on fishing, hunting, settlement, and such were made up for
all coupons returned from the Los Angeles County Fair and approximately 1,000
referrals from the Canadian National Sportsmans Show, Toronto. For the International Travel and Trailer Club Rally at ChiUiwack, 3,700 labels were made for
special kits. This was at the request of our Minister, who also provided a letter for
insert. The San Francisco newspaper forwarded labels for kits in the amount of
352.   A convention in Toronto was provided with 300 kits.
Between 800 and 1,000 envelopes were typed on our Flexo-writer, January
to October.
Preparation for the spring-summer edition of the British Columbia Calendar
of Events takes place in November. This is repeated for the fall-winter edition,
starting early in July. Ferry Sheet of Coastal Ferry Operations is updated and produced annually.   The 1970/71 Ski brochure was also revised and produced.
Other areas of endeavour requiring research were lists of events prepared for
the Financial Post, Toronto; Rand McNally Vacation Guide, and the Canadian
Government Travel Bureau for inclusion in their Canada Events publication.
The 35 portable reference files, with 250 pages of finger-tip information for
all-summer-employed travel counsellors, is now being revised for 1971.
Information is being compiled on industrial tours available to the public
throughout the Province for the 1971 brochure.
Updating on private trailer parks and camp-sites on Vancouver Island and the
Lower Mainland as far as Hope was carried out, and additional research was made
for this information on the balance of the Province.
Group of tourist counsellors from Department of Travel Industry on
orientation tour of British Columbia.
 .;- :■:':..::.-:,.<;■■■
I 75
S. H. Haines
There are good years and bad years in every walk of life, and the past year has
been reasonably good to our photographers, both in still and motion pictures.
Such a wealth of negative material has been assembled, in fact, that 1970 could
well be considered a photographer's year.
There is friendly rivalry always between the stills men and motion-picture men,
and each section works independently of the other. Each considers itself the ideal
medium of tourist promotion, and while there are differences of opinion in this
regard, the competitive spirit results in greater efforts on the part of all personnel.
Regardless of the somewhat dubious outlook early in 1970, the tourist industry in general showed a healthy increase over the preceding year, and it must be
acknowledged that the visuals produced by the staff of this Branch had a definite
bearing on the decisions of our visitors to come and holiday in our Province.
Still and motion-picture men were able to show increases in production, and
awards were granted to both sections from outside sources.    More motion-picture
Department photographer catches touching scene.
 I 76
films are completed or nearing completion than ever before, and more picture
stories are on hand for the Beautiful British Columbia magazine than at any
time in its history. A 35-mm. slide show, also ready to be released to the general
public, is aimed mostly at the younger audiences, with its pictures of flowers, birds,
and animals.
During the summer months, an assistant was hired to help darkroom technician
Mrs. Maria Pelvay to complete her plan for a stockpile of photo prints. As a result,
packages of stock prints are now assembled in different categories, ready to send
to writers and publishers at a moment's notice.
As is always the case when we have long, dry periods in this Province, we
also have forest fires, and this was the condition encountered by the field men during the past year. Whilst this did not prevent their completing assignments, it did,
however, force them to remain on location and be away from home far more than
they wished. They are to be congratulated for their tenacity and ability to handle
a difficult and frustrating situation.
Example of Film and Photographic Branch quality.
 ■ .- ,.,    ....
The two stills men assigned to Beautiful British Columbia magazine have stockpiled hundreds of negatives, and are now faced with the monumental task of
culling, captioning, and assigning the different pictures to the stories they will
illustrate. This must be done in the winter off-season, as there is no time to consider this type of work when the sun shines bright and warm on British Columbia.
At year's end a similar sorting duty faces the motion-picture men, who must now
edit and allocate literally miles of original film footage before going on with further
Still coverage of travel promotions was handled by Mr. Gordon Whittaker, who
took thousands of photographs at conventions, important meetings, and Government functions during the year. He was further responsible for the processing and
printing of this important material, which involves all departments of Government.
In February, Mr. Gary Webster, formerly with the Campbell River Courier,
joined the staff as assistant cameraman. He has the unique distinction of having
his name on a major film production during his first year of service.
The Branch fielded a staff of seven men during the year, and it was felt unnecessary to hire the usual summer staff with this number of permanent personnel.
The men travelled more than 10,000 miles by road, water, and air to successfully
complete the large number of assignments required by our own and other Government departments. Areas covered included the Queen Charlotte Islands, the
Yukon, and across and down to the Alberta and United States Borders. With the
increasing availability and use of aircraft, particularly helicopters, the men are
able to cover a greater area than ever before, resulting in a total lower cost per
still picture or foot of motion-picture film.
The colour laboratory has proved to be a boon to Beautiful British Columbia
magazine and the Branch in general. Many beautiful colour prints have been
produced in addition to all the negatives, transparencies, and test-strips required
by an operation of this kind. Technician Mr. Hans Kerchner has the colour darkroom situation well in hand, and it is felt that this particular department will have
to be expanded in the near future, due to colour being more extensively used in all
forms of publications.
During 1970, motion-picture footage in excess of 78,000 feet was shot and
processed for inclusion in current and proposed films, much of which is now available for public viewing in new film releases.
Two entirely new approaches to Branch filming have been attempted by the
cameramen with complete success, while the more orthodox methods were also
employed in other productions. One of the innovations was used in the Festival
of Sports film, A Face in the Crowd, where editing and cutting, along with excellent
photography, resulted in a fast-moving and exciting motion picture that has captured the plaudits of the active set and the film industry.
A second and entirely different approach was used during the filming of the
new regional film, The Only Place to Go, which has been produced entirely from
still photography. This is a process where multi-frame, reverse emulsion, panning,
and zooming have been used to create a moving visual story of British Columbia.
Of even greater significance is the fact, that all visuals were taken from the files of
the Photographic Branch, opening the door to a new and relatively inexpensive
promotional medium.
The motion-picture men excelled themselves with films brought to completion.
In February the Nanaimo film, The Great Annual Bathtub Race, was completed
and released, followed in March by the film, Highways to Splendour.   Both have
 I 78
Awards won by
A Place of Refuge.
been certified for National Film Board distribution. The fishing film, Guide to a
Salmon, was finished in August, and in October the Sports Festival film, A Face in
the Crowd, had its premiere showing. December saw the completion of the sea
otter film, One More Chance, followed closely in the same month by The Only Place
to Go. Hence, a record production of six films completed, some of which have
already won awards and certificates. Apart from the foregoing, filming was done
for other departments, and one film was completed for the Fish and Wildlife Branch
on the 83 Mile Creek artificial spawning-channel.
Due to the economic situation throughout the nation, and subsequent cutbacks in all phases of Government, this past year did not increase the number of
our films in circulation very greatly. However, 153 prints have been put into circulation by this Department, and a matching number have been purchased by the
Canadian Travel Film Library for Canadian and American distribution. At the
close of the year the Branch had more than 3,000 motion-picture prints in circulation in Canada and the United States. Reports on the use of these films indicate
non-theatrical screenings in excess of 40,000 to audiences of some 2V_ million
Television showings of our films increased both in Canada and the United
States, with most of these broadcasts being in colour. Reports to date indicate
almost 1,000 telecasts have been produced in the two countries.
Departmental films are available for free showings in all the American states,
and are used extensively by travel associations, church groups, schools, and sports
1964     1965
1966     1967
clubs, and are obtainable through the Canadian Travel Film Libraries located in
that country.
The National Film Board distributes our films in Canada, with outlets in every
province, assuring excellent exposure.
Prints of Departmental films are also available in other countries, including the
United Kingdom, Japan, France, and Germany.
A slight increase per man hour is evident from the excellent production from
the black-and-white darkrooms. From the records we are able to establish a total
of 30,992 prints produced, along with 6,890 negatives.
Also, colour laboratory production is much greater than had been expected,
with 528 transparencies, 1,692 negatives, and 5,371 colour prints of varying sizes
Due to a change in cameras during the year, consistently less 35-mm. material
was shot, as the larger format is considered much better for magazine and poster
reproductions. Even so, considerable material has been added to the files, and
enough has been gathered to update the litter show, the general scenics show, and
to complete the nature show. Additional lenses have been provided to ensure a
complete coverage for the forthcoming season, in 35-mm. format, of game and
predatory animals native to this Province. This coverage has been assured top
priority in the proposed assignments for the coming year.
Our library presently controls 70 slide shows, which are in constant circulation. The slide file usage reports also indicate an increasing demand for this medium,
in that we shipped 3,000-odd duplicate slides in answer to requests from all parts
of the world. All were selected to match the individual requirements of the writer
making the request.
More than a year of spare moments has gone into the reconstruction of the
Branch photo-album system. We are now up to date in this very critical work.
Negatives that are obsolete, scratched, or no longer apply for any reason have been
withdrawn and placed in a holding file for archives and special reference. The
albums now contain all new prints and are fully current, making it no longer necessary to sort through reams of obsolete photographic material.
Demand again increased over the past year for colour material from this office.
In answer to these requests from illustrators and writers, the Branch selected and
shipped in excess of 3,000 colour negatives and 3,700 duplicate slides to many parts
of the world.
More than 2,000 requests in incoming mail for photographs, negatives, and
transparencies were handled promptly by the office staff. To further explain Government policy with regard to the use of photographs from this Branch, to supply
additional information where required, and to assist people seeking photographic
material other than the type we handle, required 768 individual letters. In many,
considerable research was required so that accurate information could be submitted.
The office handled 476 direct film bookings for local showings, apart from
those placed with the Vancouver Library.
General office output has increased by more than 18 per cent during the past
year, partly due to the upgrading procedures carried out, but mainly because of
over-all increased requests for illustrative material of this Province.
The staff in general are well pleased with the results of their labours during
1970. They look forward with keen enthusiasm to 1971, which will, without question, and with characteristic dedication, be another outstanding year.
J. H. Panton
The Community Recreation Branch was transferred from the Department of
Education to the Department of Travel Industry on April 1, 1970. The Branch
has operated as a recreation service agency to British Columbia communities since
August, 1953. These services are provided through six regional offices and the
Victoria office, as follows:—
Kootenays A. D. Collier Nelson.
Okanagan-Similkameen J. M. MacKinnon Kelowna.
Central British Columbia E. W. Mayers Kamloops.
Northeast British Columbia Vacant Quesnel.
Northwest British Columbia D. E. Brown Burns Lake.
Fraser-Sechelt D. M. McCooey Abbotsford.
Vancouver Island Vacant Victoria.
The following services are provided to more than 350 communities in British
(1) Advice to public agencies and individuals on recreational matters by a
staff of regional recreation consultants.
(2) Fitness and Amateur Sport Division, which provides special service to
sports organizations, communities, and schools.
(3) Aid to recreation to the blind through White Cane Clubs.
(4) Large and comprehensive library of books, booklets, films, and filmstrips
on innumerable recreation topics.
(5) Drama library, materials, and advisory services.
(6) Leadership training through regional workshops,  conferences,  clinics,
seminars, and schools.
(7) Grants-in-aid to recreation commissions on behalf of full-time recreation
directors and to aid with the expenses of public recreation programmes.
(8) Provide resource personnel and act in advisory capacity for Provincial
Community Recreation Branch services are available only to communities with
legally established recreation commissions. These recreation commissions work
with the Branch in all aspects of community recreation.
Since the Branch was transferred to the Department of Travel Industry in
April, 1970, the following Provincial projects have been assisted: Provincial Recreation Conference in Vancouver, attendance 160, cost for resource personnel $1,400;
and Provincial seminar for full-time recreation employees, Vancouver, attendance
32, cost $500.
Regional activities were as follows:—
Greater Vancouver
(Five Recreation Commissions)
Aquatic Workshop, Burnaby; Recreation Facilities Study, Coquitlam; Youth
Leisure Forum, Coquitlam; Playground Clinic, Richmond; Gymnastics Clinic,
Richmond; Portable Swim Pool Study, Richmond.
Vancouver Island
(85 Recreation Commissions)
Six new commissions were formed in 1970, and one regional district recreation
commission at Mount Waddington Regional District.
Currently a survey of regional recreation in the Courtenay-Comox-Cumberland
area is under way.
Regional district recreation is under much discussion and planning on the
Full-time recreation personnel have been added to departments in Victoria,
Oak Bay, Port Alberni, Campbell River, Cumberland, and Comox.
Leadership Development.—Three-day seminar at Parksville in September for
30 Vancouver Island recreation leaders; three one-day seminars at Nanaimo and
Port Alberni for full-time recreation personnel; frequent area meetings in Courtenay,
Nanaimo, and Victoria; regional meetings of recreation commission personnel at
Courtenay, Port Alberni, Nanaimo, and Esquimalt; aquatic workshop attended by
70 aquatic leaders at Port Alberni; regional playground clinics in Victoria, Nanaimo, Port Alberni, and Courtenay for more than 200 playground leaders; clinics
in drama, gymnastics, judo, ceramics, tennis, basketball, ski-ing, square-dancing,
baseball, and swimming in different Island centres; regional conference at Port
McNeill for 40 area leaders; and 25 Island delegates attended Provincial Conference in Vancouver in May.
(40 Recreation Commissions)
The Annual Regional Conference in Summerland in March was very significant
as it established a trend for regional district discussion and study. This has carried
on throughout the year in six zone conferences. A great amount of interest has
been generated in this concept and an interim regional recreation commission has
been established to pursue regional district recreation service.
A travelling playground workshop was organized with the Kootenays. This
reached 11 communities in the Okanagan, Kootenay, and Central British Columbia
regions. It enabled many community leaders to avail themselves of resource personnel which would not have been possible otherwise.
The professional personnel in the Okanagan-Kootenay area have formed an
association and they now meet every two months to discuss trends and developments
in the area.
The following clinics were organized in this region: Tennis (2), golf, aquatics,
art workshop, baseball, painting, arts and crafts, sailing, water safety. All were
assisted financially by the Community Recreation Branch. Many others were
assisted other than by grants.
Northwest—Vanderhoof to Queen Charlotte Islands
(40 Recreation Commissions)
Four recreation conferences highlighted the year in the Northwest Region.
Terrace hosted two of these in April and October. The others were in Burns Lake
in May and September. Again, the regional concept was the subject of much discussion. These conferences brought together representatives from each community
from Vanderhoof to the Queen Charlottes.
Some other activities involving Community Recreation Branch financial aid
were as follows: Regional Ceramics Workshop, Round Lake; Art Clinic, Tasu;
Regional Playground Clinic, Terrace; District Red Cross Water Instructors Course,
Burns Lake; Regional Park Planning Clinic, Telkwa; Basketball Officials Clinic,
Fraser Lake; Regional Drama Workshop, Fraser Lake; Curling Clinic, Kitsault;
Photography Clinic, Tasu; Regional Youth Leadership Seminar, Smithers.
Many other activities involved consultation and advice from the Burns Lake
In retrospect, 1970 was a very important year in recreation in the northwest.
Very significant was the formation of the North West Recreation Association, which
will become an important co-ordinating factor in recreation in this area.
Fraser Valley-Sechelt-Fraser Canyon to Powell River
(46 Recreation Commissions)
During the year organizational consultative and communicative assistance was
provided to 14 municipal recreation commissions serving 17 communities, 20 unincorporated communities, and 52 Centennial committees.
In various capacities, work was done with the following organizations: British
Columbia Sports Federation, British Columbia Cultural Fund, British Columbia
Festival of Sports, British Columbia Recreation Association, British Columbia
Drama Association (Vancouver Region), ChiUiwack Players, ChiUiwack School
Drama Festival, British Columbia Professional Recreation Society (editor of Newsletter), Federal Government Indian Affairs (recreation personnel), First Citizens
Fund, Adult Education Directors (Langley, ChiUiwack), Branch film cataloguing
(Education Department, Audio Visual), Lower Mainland Recreation Directors,
British Columbia Choir and Band Championships (Fraser East Committee), Physical Education Recreation staff (Canadian Forces Base, Sardis), Family "Y"
(ChiUiwack), Ocean Falls Community Arts Council, Abbotsford Chamber of Commerce, British Columbia 5-pin Bowling Association, Recreation Department, Mount
Royal Junior College, Red Cross Water Safety Division.
Leadership Training and Development Clinics.—Mission Hockey School and
Playground Leaders' School, Delta Drama, Soccer Coaching and Football Officials
Workshops, Agassiz Basketball Clinic, Powell River Aquatic Workshop, five zone
meetings of recreation commissions, four Regional Recreation Directors' Workshops,
two major regional recreation conferences.
There is growing interest in regional recreation, as evidenced in most communities and at all regional conferences and meetings.
Northeast—North Cariboo-Prince George, East-Peace River, North
(40 Recreation Commissions)
The resignation of Mr. George Ferguson in June left a vacancy which curtailed
service to this region for the year.
During the period April 1 to June 15, the following leadership and development
activities were conducted: Road Rally Clinic (Fort St. John), Leadership Workshop (Prince George), Canoe Clinic (Bowron Lake (Wells)), playground leadership (Prince George).
Personnel from this area attended a regional conference at Williams Lake.
Central British Columbia—Field to Bella Coola-Lytton to
Williams Lake-Nicola and Thompson Valleys
(47 Recreation Commissions)
Activities in most communities have been increasing. The number of commissions remained fairly constant. Amalgamation of Salmon Arm and the District
of Salmon Arm has created a new interest in the regional concept.    This is also
evident in Kamloops, where a recreation survey-study recommended the employment of a regional district recreation director.
Leadership and development projects in the region were as follows: Three
zone meetings in Merritt, Williams Lake, and Salmon Arm to discuss trends and
developments. Aquatics were more popular than ever with 25 programmes and
sailing clinics at Kamloops, Merritt, and Shuswap. Drama, speech art, and English
equitation (Williams Lake), gymnastics, band, sketching, and weaving (Salmon
Arm), baseball (Birch Island), art (Ashcroft), ceramics (Valemount), professional
leadership, square-dancing, and drama (Golden), drama (Kamloops).
Kootenays, East and West
(71 Recreation Commissions)
A significant development in this region is the Regional District Recreation
Commission in the Castlegar-Kinnaird area, where full-time recreation leadership
has proved invaluable in recreation development.
The Community Recreation Branch was intimately involved in the following
activities during the year: Nelson Winter Carnival, Recreation Planning Seminar
(Grand Forks), Training for Winter Camping (Nelson), Sailing Seminar (Nelson),
Drama Workshop (Cranbrook), Professional Seminar (Grand Forks), Fairmont
Men's Conference on Recreation, Combined Kootenays Recreation Conference and
Workshop on Recreation for the Mentally Retarded (Creston), Horsemanship Clinic
(Cranbrook), Golf Clinic (Nakusp), Travelling Playground Leadership School,
Red Cross Water Safety Instructor Schools (Trail, Nelson, and Kimberley), Playground Leadership Clinic (Kimberley), Special Project Summer Spectrum (Selkirk
College), Playground Leaders Clinic (Fernie), Mobile Sailing School (Kootenay
Lake), Hockey Coaches' Clinic (Nelson), Painting and Pottery Clinic (Invermere),
Wilderness Training School (Mount Assiniboine Provincial Park), Professional
Seminar (Golden), Hunter Training Programme (Nelson), Baton Twirling Clinic
(Fernie), West Kootenay Recreation Conference (Nelson), East Kootenay Recreation Conference (Canal Flats), Basketball Officiating and Coaching Clinic (Kimberley), Community Recreation 12 Teachers' meeting, Professional Seminar (Trail).
The upsurge of interest in community drama has been very evident in 1970.
The British Columbia Drama Association, which receives substantial aid through
the Community Recreation Branch, had a most successful year and reached a climax at the Provincial Festival in June.
The following communities hosted drama workshops and clinics throughout
the year: Ladysmith, Kelowna, Richmond, Vancouver, Nelson, Courtenay, Nanaimo, New Westminster, Williams Lake, and Delta. Eleven festivals and nine
drama workshops were assisted by the Community Recreation Branch.
The library continued to experience extensive use, with more than 6,000 books,
plays, and pamphlets sent to various groups during the year.
The Director of the Community Recreation Branch acted as Secretary to the
Physical Fitness and Amateur Sport Fund. This has entailed a great amount of
involvement with sports-governing bodies, agencies, individuals, and groups throughout the Province. All applications to the Fund are processed by the Community
Recreation Branch.
During the past two years, particularly the latter part of 1969 and 1970, the
field staff of the Community Recreation Branch have been the official representatives of the British Columbia Centennial '71 Committee. This has involved considerable additional responsibilities. The staff were responsible, in an advisory
capacity, for the formation and guidance of some 350 Centennial committees in the
1970 has been a year of change. The change of name from Community Programmes Branch to Community Recreation Branch has more clearly defined the
work of the Branch. New grant procedures are under study. Large regional areas
make adequate consultation impossible. The loss of two field staff came at a difficult
time. The whole area of Government service to public recreation requires in-depth
study. The Community Recreation Branch has provided excellent service for 17
years, but the growth of public recreation in British Columbia has indicated quite
conclusively that this service to the people demands every consideration by all levels
of government.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.


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