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

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Full Text

 PROVINCE OF BRITISH COLUMBIA
DEPARTMENT OF TRAVEL INDUSTRY
Hon. W. K. Kiernan, Minister R. B. Worley, Deputy Minister
REPORT OF THE
Department of Travel
Industry
YEAR ENDED DECEMBER 31
1971
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1971
  The Honourable W. K. Kiernan, Minister of Travel Industry.
  Victoria, British Columbia, December 22, 1971.
To Colonel the Honourable John R. Nicholson, P.C., O.B.E., Q.C., LL.D.,
Lieutenant-Governor of the Province of 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, 1971.
W. K. KIERNAN
Minister of Travel Industry
 Victoria, British Columbia, December 22, 1971.
The Honourable W. K. Kiernan,
Minister of Travel Industry.
Sir—I have the honour to submit the Annual Report of the Department of
Travel Industry for the year ended December 31, 1971.
R. B. WORLEY
Deputy Minister of Travel Industry
 CONTENTS
Introduction by the Deputy Minister.
Advertising and Research	
Second Annual Festival of Sports	
British Columbia House, London	
British Columbia Office, Los Angeles.	
British Columbia House, San Francisco.
Tourist  Accommodation	
Beautiful British Columbia Magazine
Special Promotions	
Centennial Travel Writers' Tour	
Printing	
Conventions and Contributing Grants.
Winter Travel Development	
Exhibits and Displays	
Information Centre, Vancouver	
Travel Information Services	
Personnel and Accounts	
Publicity	
Special Events and Civil Aviation	
Travel Counselling	
Film and Photographic Branch	
Community Recreation Branch	
Page
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 Report of the Department of Travel Industry, 1971
INTRODUCTION
Ronald B. Worley, Deputy Minister
The year 1971 was a swinging one in British
Columbia as the Province's Centennial events
were celebrated in all sectors. And cash registers in businesses associated with the tourist industry sang merry tunes all during the 12-month
period as streams of visitors in unprecedented
numbers came to take an active part in the different Centennial events. Dedicated staff of the
British Columbia Department of Travel Industry, working within the boundaries of the Province and in different states and countries far
from our own borders, made a vital contribution
in increasing this tourist flow to record proportions.
Examples of the massive cash contributions
made to the coffers of those engaged in the tourist industry are legion. One Victoria barber was
heard to inform a customer in December that he
had been unable to enjoy his annual vacation in
1971. Volume of tourists had been so great all
through the year that it had been simply impossible for him to get away. Operator of a modest service-station, store, and coffee-shop in the
Cariboo complained that he had been kept so busy pumping gasoline all year that
it "was impossible for me to keep up with my regular work."
From a weather standpoint, the year started badly. Days were almost continuously cool, wet, and dull from January right through to mid-July. But the
inclement conditions failed to deter the tourist movement significantly and by year-
end estimated tourist revenue showed an increase of more than $17,000,000 over
1970, which was itself a record-breaking year. Accurate figures on border crossings
by tourists show that April registered an impressive gain of 20 per cent; July was
up an imposing 15 per cent; while August, as usual, was the peak month.
Statistics again demonstrated a close relationship between the aggressive advertising and promotion campaigns of the Department of Travel Industry and the
resultant tourist flow. Advertising carried the Centennial theme and resulted in
record travel of British Columbians within their own Province in addition to all-time
numbers of border crossings.
While travellers came from all over the civilized world during the year, the
annual influx from California was most impressive. The happy visit of Her Majesty
Queen Elizabeth and Prince Philip in itself stimulated travel at home and from
abroad. But it was the most successful promotion of the Department of Travel
Industry in California in the early spring of the year which must be credited with
much of the travel increase.
Los Angeles Mayor Sam Yorty at Government Luncheon, Sheraton Universal
Hotel, Monday, March 29, 1971.
9
 I 10
BRITISH COLUMBIA
A comparatively new celebration, now staged twice a year all over the Province, is the British Columbia Festival of Sports. Although primarily intended to
promote healthy team and individual sports among citizens of all ages, the Festival
is becoming a major catalyst in encouraging travel at off-peak tourist periods. Previously the Festival was staged only in the spring of the year. Early in 1971, however, the Government encouraged the staging of an annual Winter Festival as well.
The first one was featured in December 1971, and it has been estimated that some
15,000 athletes in addition to their relatives and friends were transported to different
areas of the Province in December alone. I am confident that these annual Festivals will become a major factor in stimulating off-season travel throughout British
Columbia.
Entire staff of the Department of Travel Industry takes an understandable pride
in the outstanding award won by its Photographic Branch during the year. In November it was announced at the New York Industrial Film Festival that the Festival
of Sport film A Face in the Crowd, which depicted events in the 1970 Festival, had
captured two major honours. The film won the top award in North America in the
public relations, sales, and advertising category; and also the Angenieux Award for
outstanding cinematography. It also was awarded a certificate of excellence at a
San Francisco Festival earlier in the year. Director of photography, Bill Wiley,
accepted the awards in New York on behalf of the Government. The film has been
shown to audiences totalling many thousands in North America, the Orient, Australasia, and other countries. It promises to be a tourist magnet for British Columbia
for many years ahead.
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British Columbia float in the Palm Springs Desert Circus parade, Saturday, March 27, 1971.
 REPORT OF THE TOURIST INDUSTRY,  1971
I  11
Travel agents at NBC Studios, Burbank, to watch "Hollywood Squares" show, seen by
many millions on 215 NBC stations and affiliates across the continent.
Because of the growing appeal of British Columbia as a ski mecca, the Department initiated a new section during the year. Gordon Beddoes, a former pilot with
the Highways Department, was put in charge. Already this embryo branch has
stimulated tourist travel from many lands and its future appears limitless. The skiing fraternity are known as generous spenders and over the year they can be depended upon to swell the Province's tourist dollars immeasurably. In this connection a new film, Sound of Silence, was produced by the Photographic Branch and it
has been acclaimed by audiences over a wide area.
Cognizance has been taken of the growing numbers of tourists who travel to
British Columbia by private aeroplane. In an effort to encourage more of this type
of travel, a branch of civil aviation was formed within the Department, with Miss
Elaine Johnston, herself a licensed pilot, in charge. Under Miss Johnston's direction, a comprehensive new brochure, Fly Beautiful British Columbia, was produced
during the year and acclaimed by the aviation fraternity. This colourful booklet has
enjoyed wide distribution and can be relied upon to encourage more and more visitors to the Province by private aircraft.
Another new brochure, The Welcome Mat, was also produced during the year.
It features a horde of valuable information and statistics for residents of other lands
who contemplate a visit to British Columbia. It will contribute, in a concrete way,
to distributing the tourist migration widely all over the sprawling Province rather
than confining the benefits to areas of major population.
Off-season travel from Japan received a major impetus during 1971. Key
travel personnel again visited the Land of the Rising Sun.   It is expected that tele-
 I 12 BRITISH COLUMBIA
vision programmes showing ski-ing in British Columbia will reach approximately
100,000,000 people in Japan. Travel agents from all over the South Pacific, the
Orient, eastern Canada, and Europe were entertained and shown over wide areas of
the Province during the year. Earnings from foreign exchange through tourism for
1970 reached $267,700,000 in British Columbia, an increase of 64 per cent over
1967. When final figures for 1971 are available, this figure will have fallen by the
wayside.
The Department's Convention Branch has had a very busy and fruitful year.
In 1971, 501 conventions were staged in the various communities of the Province,
contributing $23,139,150 to the economy of British Columbia. This was a gratifying increase of 196 in the number of conventions and in excess of $5,000,000 additional revenue over the previous year. The value of conventions as dollar earners
in off-peak tourist months has again been demonstrated most clearly.
Field representatives of the Department visited more than 2,000 different tourist
accommodation centres throughout the Province during the year. A total of 1,999
establishments was formally registered and details of their operations will appear
in the 1972 Tourist Directory. During the year, 112 new registrations were accepted, while at the same time 108 establishments were removed from the register.
While the number of establishments registered seldom shows a spectacular increase,
numbers of approved units increased by approximately 6,500 over the previous year.
The Department operates numerous reception centres for tourists over the Province during the summer months, with the two main ones located at Abbotsford
and Douglas. Their statistics for the year 1971 are interesting and encouraging.
Whereas numbers of visitors at these two centres showed only marginal increases
during the peak months of July and August, remarkable gains were recorded during
May, June, September, and October, indicating that British Columbia is becoming
more popular as a tourist mecca during months which have previously been considered off peak.
The programme of engaging female university students to travel on British
Columbia ferries and assist tourists in every way possible was continued during the
year with encouraging results. Others were based at Vancouver International Airport. All were given the usual tourist counsellor instruction during a spring course.
Their numbers were increased to a total of 42 in 1971, a record number. Results
are most encouraging.
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 dealt so readily
with all challenges and responsibilities which confronted them. I wish to thank
the many Government departments that have extended their generous co-operation
to us, and whose support has contributed immeasurably to this, our fourth year of
operation.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 13
ADVERTISING AND RESEARCH
Richard L. Colby, Executive Director
ESTIMATED TOURIST REVENUE, 1971
The estimated tourist revenue for 1971 shows an increase of more than $17,-
000,000 over the final estimate for 1970. It is probable that this increase would
have been still greater if the weather had not been so cool and dull from January
until early July. This is indicated by the dramatic growth in border crossings during
July, some 15 per cent greater than in July 1970, and August, our greatest month
in total volume. While most of the other winter and spring months showed small
gains or losses, April registered a tremendous gain of more than 20 per cent, an
actual increase for that month of nearly 34,000 American visitors across our southern border. In total, our visitors by motor-vehicles increased by 4.8 per cent over
1970, as against the Canadian average of 3.5 per cent.
American visits by public carrier (plane, bus, rail, and boat) decreased by
approximately 10 per cent, and the number of visitors from overseas increased by
4 per cent.
Statistics on visits by other Canadians using public carriers are not currently
available, and no estimate is made covering this sector.
A revised estimate for 1970 tourist revenue based on final figures is included
here for purposes of comparison:
1970 (Final) 1971 (Estimated)
Origination Visits Revenue Visits Revenue
American—
United States Border   2,929,900 $161,142,800 3,071,600 $168,938,000
Alberta Border     761,750     41,897,100 798,600 43,923,000
Public carrier      535,150     46,934,200 477,350 43,028,800
Total American  i  4,226,800 $249,974,100        4,347,550 $255,889,800
Canadians outside British Columbia   3,058,350    122,333,200        3,232,750    129,310,000
Overseas        65,400      13,168,000 68,000      13,694,700
Total outside British Columbia... 7,350,550 $385,475,300        7,648,300 $398,894,500
British Columbia residents   2,630,500      78,914,600        2,757,450      82,723,700
Total estimated revenue   $464,389,900 $481,618,200
DETAILS OF ADVERTISING CAMPAIGNS
In 1971, British Columbia celebrated its Canadian Confederation Centennial.
This Department joined with the Centennial '71 Committee to co-ordinate and concentrate the advertising promoting travel to our Province during Centennial year.
Our copy platform throughout 1971 was to continue to sell beautiful British
Columbia as the Four-season Vacationland, with the added benefit to our visitors
of the Centennial '71 celebrations and events that were taking place in all parts of
the Province.
Spring Campaign
As in previous years, our major advertising effort was made in the late winter
and early spring months to encourage tourist visits during the spring and early
summer.
 I 14
BRITISH COLUMBIA
Window display in eastern Canada extols British Columbia's travel advantages.
It takes nimble fingers to process the thousands of inquiries that arrive every month.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 15
Central Valley promotion—Part of the audience at one of the two showings at Sacramento.
Central Valley promotion—R. L. Colby with prize-winners at Modesto,
Mr. and Mrs. R. Bibons and family.
 I 16 BRITISH COLUMBIA
An extensive advertising campaign using magazines, newspapers, radio, and
television was scheduled for our major markets in the western United States and the
Prairie Provinces of Canada.
In eastern Canada we had a particularly strong radio and newspaper campaign
in co-operation with Air Canada, encouraging people in eastern Canada to take
advantage of Canada's only early spring weather, with the added benefit of our
Centennial activities.
In addition to our regular California campaign, we increased our selling effort
in that market, using a joint campaign with Western Airlines and a special campaign
in the San Joaquin Valley. The campaign with Western Airlines used one-page
four-colour advertisements in Life, Newsweek, Sunset, Time, and Sports Illustrated.
In the San Joaquin Valley we worked with the newspapers serving Sacramento,
Modesto, Fresno, and Stockton. Each newspaper prepared an editorial supplement
devoted to travel to beautiful British Columbia, which was supported with advertising from this Department, our regions, and British Columbia businesses interested
in promoting travel to our Province. Each of the aforementioned newspapers
arranged a British Columbia evening in their local auditorium to which they gave
tickets to their interested readers.
More than 5,000 people attended these meetings, where they were shown
British Columbia travel films, given our literature, and had their questions about
British Columbia answered by members of our staff.
The magazine programme included full-colour, double-page spreads in the
March and May issues of Sunset, supported by full-colour pages in Maclean's,
Chatelaine, Reader's Digest (Canada), Westways, Motorland, Better Homes &
Gardens (Pacific Edition), Western's World, Palm Springs Life, TV Guide (West
Coast), Holiday, (Western), and National Geographic (Western) in the month
of April. In addition, full-colour pages appeared during April in the rotogravure
sections of the Los Angeles Times, San Francisco Examiner-Chronicle, San Jose
Mercury News, Long Beach Independent Press-Telegram, and Los Angeles Herald
Examiner.
Beginning also in April, 60-second prime-time television spots carried our
message in eight Canadian Prairie TV markets.
Summer Campaign
We continued the pressure generated by our spring campaign in our major
markets into the early summer to ensure that British Columbia received a maximum
number of tourists during the peak family vacation months of July and August.
Our advertisements continued to promote Centennial activities, with special mention of those taking place during the summer months.
Our magazine programme for this campaign included a full-colour page in the
May issue of Motorland, as well as travel directory listings in the June and July
issues of Sunset.
Our 1,000-line newspaper ad appeared during the months of April and May
in nine western Canadian markets and 19 United States markets, including Honolulu,
as well as western editions of Christian Science Monitor, National Observer, and
the Wall Street Journal. In addition, Sports Festival ads appeared during these
months in Calgary, Edmonton, Spokane, and Seattle newspapers.
Our rotogravure advertisements also continued into May, with full-colour pages
in Los Angeles and San Francisco.
The television programme initiated in Canadian markets in April was broadened further by the addition of the Seattle-Tacoma market in May and June.
 REPORT OF THE TOURIST INDUSTRY, 1971
Eight provincial Ministers of Travel met with the Federal Minister at Victoria for the
26th Federal-Provincial Conference on Tourism. From left to right they are: Hon. E.
Kramer, Saskatchewan; Hon. R. W. Dowling, Alberta; Hon. Jean-Luc Pepin, Ottawa; Hon.
W. K. Kiernan, British Columbia; Hon. M. C. Kirkland-Casgrain, Quebec; Hon. J. C. Van
Home, New Brunswick; Hon. P. Burtniak, Manitoba; Hon. F. Guindon, Ontario. Missing
from the photograph is Hon. G. Brown, Nova Scotia.
Fall Campaign
In recent years we have seen a significant increase in our visitor traffic during
the fall months. To capitalize on the growth market we allocated an increased
budget to our special fall campaign to promote British Columbia as a great holiday
destination during September, October, and November.
This campaign was launched with a full-colour double spread in the August
Sunset, supported by full-colour pages in the same months in Westways, Motorland,
Better Homes & Gardens (Western Travel Directory), National Geographic (Western) , Western's World, and the California edition of U.S. News & World Report.
This was further supplemented by brochure listings in the rotogravure sections of
the Los Angeles Times, San Francisco Examiner-Chronicle, Sacramento Bee, and
Seattle Times.
Television again played an important part in our programme, with a schedule
of eleven 60-second announcements per week in nine Prairie markets during
September.
Winter Campaign
The prime markets for visitors to our Province during the winter months are
residents of our Canadian Prairie Provinces and the State of Washington. In each
of these markets our copy appeal is specific. On the Prairies we promote our mild
winter climate and the wide range of activities that can be enjoyed in the Lower
Mainland and Vancouver Island areas of our Province during the winter months.
In the State of Washington we promote the idea of a week-end visit to British
Columbia, with special emphasis on the many appeals of Victoria and Vancouver
during the winter months.
2
 I  18 BRITISH COLUMBIA
The promotion of ski-ing holidays in British Columbia is a major part of our
winter advertising programme. Special joint promotions with major ski operators,
the Province of Alberta, and CP Air are carried out in the California market to
develop mid-week business, as our ski operators have accommodation and un-
crowded facilities available during that period.
In addition to our 1,000-line newspaper schedules in Seattle-Tacoma-Everett
and the Prairies, our message also appeared in the farm publications, Country
Guide, Western Producer, and Free Press Weekly during the months of October and
November.
Additional United States exposure was gained by a full-colour page in Western's World, as well as brochure listings in Seattle, Los Angeles, Sacramento, and
Denver rotogravure sections.
New Market Development
Our greatest advertising efforts must be made in the prime markets adjacent to
our Province, because this is where the large percentage of visitors originate. We
are, however, constantly working on economic methods of promoting travel from
eastern Canada and the central and eastern United States. Our most productive
campaigns are carried out on a shared-cost basis with other partners interested in
promoting travel to our area.
By spreading the costs of the campaigns over two or more partners we are
able to increase the impact of our advertising in these markets. Our previously
mentioned joint campaign in eastern Canada with Air Canada was one good example.
Our continuing co-operation with the States of Washington and Oregon in selling a
"Two Nation Vacation" in the Pacific Northwest has brought gratifying results.
We also arranged for special editorial "British Columbia Travel Supplements" in
the newspapers of Toronto and Montreal. These supplements are well supported
by our regions and the private sector of the travel industry. A particularly rewarding campaign directed to the movie-making industry was carried out in Hollywood
Reporter and Variety in co-operation with Western Airlines.
British Columbia Internal Campaign
From bathtub races to Royal Tours, the Centennial '71 celebrations were
planned for the enjoyment and participation of British Columbians. We integrated
the spirit of Centennial '71 into our regular internal advertising campaign and suggested to British Columbians that this was the year to spend their holidays and weekends seeing more of our beautiful Province, and enjoying as many of the Centennial
events as possible. The campaign was carried in 107 British Columbia newspapers,
Maclean's Guide, on 45 radio stations, and eight television stations.
Convention and Travel Agent Advertising
The year 1971 saw a marked increase in our convention-advertising budget.
With these added funds we were able to expand our advertising extensively. In cooperation with our regions and those in the private sector of the convention business, we prepared a four-page advertising insert. This insert, with its four-colour
front page, was run in the spring in the major convention trade journals serving the
United States and Canada. An advertisement of this size gives our convention
industry much greater impact than if all participants ran their own campaigns separately. This effort was followed up in September with a British Columbia convention editorial feature in Sales Meetings magazine.   This feature was supported by a
 REPORT OF THE TOURIST INDUSTRY,  1971 I  19
four-colour page from the Department and many of those who participated in our
four-page insert.
The A.S.T.A. Travel News carried six advertisements promoting our British
Columbia Travel Agents Manual to interested travel agents.
Miscellaneous
In addition to our regular programme, the Department placed various advertisements in such publications as October Ski Trails, Golden West, International
Press Journal, Palm Springs Desert Sun, the Western Regional Newspapers' Outdoor
Sports Supplements (Spring and Fall), the BO AC Regional Guide, Today in Victoria, Palm Springs Life, Seattle Guide, and the Glasgow Herald's special Canada
feature.
New travel stories were prepared, one for each tourist region, plus one on our
Centennial, making a total of nine. These, together with photographs for illustration, were distributed to newspapers and magazines in Canada and the United States,
with the result that much additional publicity was generated for the Province.
Two special advertising promotions were carried out. The first was with Harper's Bazaar and Bullock's stores in Southern California. The programme consisted of six pages of co-operative ads in the magazine with Bullock's. The firm's
stores in Pasadena, Santa Ana, San Fernando, Del Amo, Westwood, Lakewood, and
La Habra each devoted six interior displays to British Columbia. In addition, the
Los Angeles downtown store devoted six windows to the Province and had a special
inside display. The programme lasted two weeks and was timed to coincide with
the special southern California promotion which is discussed in detail elsewhere in
this report.
The second was a similar promotion conducted with Vogue magazine and
Franklin Simon stores in New York and elsewhere in Connecticut; New Jersey;
Massachusetts; Maryland; Pennsylvania; Delaware; Washington, D.C.; Virginia;
Georgia; North Carolina; Tennessee; Ohio; Missouri; and Michigan—57 stores in
all. Again the programme consisted of six co-operative pages in the magazine and
displays in each of the stores.
Sports Festival Campaign
A high-impact, multimedia advertising campaign concentrated in April and
May for the Second Annual Festival of Sports included a total of 33 Canadian and
American regional magazine insertions, reaching a circulation of 2,716,000. Fourteen daily and 111 weekly newspapers in the Province carried a series of large-space
insertions. Insertions were also carried by daily newspapers in major metropolitan
centres in Washington State and Alberta. Four alternating radio commercials were
carried on 43 stations throughout the Province, and three television commercials
were produced for exposure on all channels in the Province and major metropolitan
centres in Alberta and Washington State.
Media co-operation in promotion of the Sports Festival was outstanding.
Sunset magazine carried a special two-page feature article promoting the Festival
as a major Pacific Coast attraction in the late spring. Major television channels and
networks aired the Department's Photographic Branch award-winning film "A Face
in the Crowd" as a public service. A great majority of radio stations ran additional
spots promoting local and regional Festival events, and many provided live coverage
of major sports tournaments and competitions by mobile units during the Festival
period.
 I 20 BRITISH COLUMBIA
Extra newspaper lineage, devoted to pre-publicity and results of hundreds of
Festival events, totalled many thousands of column inches.
First Festival of Winter Sports Campaign
A similar campaign, concentrated in November-December, covered the First
British Columbia Festival of Winter Sports, December 1 to 12, 1971, in Centennial
year.
Fourteen daily and 100 weekly newspapers carried large-space scheduled insertions, detailing venues and dates of major Provincial sports championships and special events.
Nineteen magazines were also used, including Canadian and American publications, and three lively television commercials appeared repeatedly on 16 channels
serving the Province, while five alternating commercials on 43 radio stations were
heard throughout British Columbia.
RESEARCH
The Department is co-operating with the Canadian Government Travel Bureau
in the survey of travel within Canada by Canadians. This survey is of major proportions, covering the whole of 1971. Results are expected to be available after
the middle of 1972, and should prove valuable to us, both as to pinpointing our
prime market areas and, hopefully, providing information on Canadian travel to
British Columbia by use of public carriers, a sector not included in our present
information.
26th FEDERAL-PROVINCIAL CONFERENCE ON TOURISM
This year the long-established Conference was held in Victoria on October
26, 27, and 28. With one exception, all preceding conferences were held in Ottawa.
The Federal Office of Tourism accepted this Department's invitation to hold the
conference in British Columbia as a tribute to the Confederation Centennial year
of this Province.
The conference must go down as one of the most successful on record. All
provinces and both territories were represented, along with the Federal Government. The Hon. Jean-Luc Pepin, Minister of Industry, Trade, and Commerce,
was very pleased to have eight of the Provinces represented at the ministerial level.
PROVINCIAL TOURIST ADVISORY COUNCIL
Two successful meetings were held this year, both in Victoria. The spring
meeting was in May, and the fall meeting was held on October 28 and 29. The
first day of the latter meeting was held in conjunction with the last day of the
Federal-Provincial Conference by the kind invitation of the Office of Tourism,
and all members enjoyed the experience.
Both meetings produced worth-while discussions, and it is evident that much
thought is being given to the future of the travel industry in this Province.
The Council paid tribute to its late chairman, Mr. Theo. Adams, who died
a few weeks prior to the fall meeting. Mr. Adams had earned enormous respect
through his great services to the Council, and his presence and his advice will be
sorely missed by the members, and by this Department.
 REPORT OF THE TOURIST INDUSTRY, 1971
I 21
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 I 22 BRITISH COLUMBIA
SECOND ANNUAL
BRITISH COLUMBIA FESTIVAL OF SPORTS
J. st. C. Rivers
The First British Columbia Festival of Winter Sports featured 89 events including regional preliminaries, provincial championships, western Canada finals, and
special events. Fifty different centres located in every region of the Province played
host to 16,000 athletes who participated in the Centennial Festival of Winter Sports.
Premier W. A. C. Bennett lit the symbolic flame in front of the Legislative Buildings in
Victoria to officially open the Second Annual British Columbia Festival of Sports on May
20, 1971. The Premier received the torch from a spirited runner, Miss Penny May, of
Victoria. The young lady was a member of the Canadian Women's Pentathalon in the
Pan-American Games and a medallist in the long jump there.
The Second Annual British Columbia Festival of Sports, May 20 to June 7,
1971, was a record-smashing success.
From Fort St. John in the north to Radium Hot Springs in the east, from
Duncan in the west to New Westminster in the south, they came—athletes, 150,000
strong, to compete in more than 400 events in 100 British Columbia communities.
The results were staggering.
Eighteen Canadian records fell, 11 of them in swimming, the other seven in
track and field. Forty-seven Provincial records toppled, the majority of them in
track and field. Eight regional marks were established, seven of them coming in
motor sport.
The Festival concept received a further boost in June when Prime Minister
W. A. C. Bennett announced that a Festival of Winter Sports would be staged during
the first two weeks in December as an appropriate finale for the Province's
Centennial celebrations.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 23
The Winter Festival, to be held annually, will highlight Provincial championships in 16 sports presently included in the Canada Winter Games.
As in 1970, literally hundreds of public-spirited groups lent support to the
Festival. Some sponsored teams and events, some donated equipment and trophies,
and some provided transportation. A partial list of donors follows:
Aluminum Company of Canada Ltd., British Columbia Institute of Technology,
British Columbia Telephone Co., Blue Boy Motor Hotel, Canada Dry Ltd., Canada
Safeway, Canadian Broadcasting Corporation, Canadian Imperial Bank of Commerce, Canadian Industries Ltd., Canadian Liquid Air Ltd., Castrol Oil (Canada)
Ltd., CHAN-TV.
Columbia Cellulose Company Ltd., Continental Can Company, CP Air, J. P.
Delf Companies Ltd., Empire Stevedoring Company Ltd., Home and Pitfield Foods
Ltd., IBM Canada Ltd., Laura Secord Candy Shops, W. J. McWilliams Ltd.,
Mitsubishi Canada Ltd., Nelson and Harvey Ltd., C. M. Oliver and Company Ltd.,
Pacific 66, Pacific Land Cruisers Ltd., Pacific Petroleums Ltd., Panco Poultry Ltd.,
Pepsi-Cola Canada Ltd., Read Jones Christoffersen Ltd., Reader's Digest Assoc.
(Canada) Ltd., Trans Mountain Oil Pipe Line, Union 76, Westcoast Transmission
Company Ltd., Williams Color Photo Finishing, World Wide Travel Ltd., Xerox
of Canada Ltd.
A well co-ordinated advertising campaign was again undertaken by the Department of Travel Industry in support of the Festival. A high-impact, multimedia
advertising campaign, concentrated in April and May, generated more than 52,-
775,000 advertising impressions in British Columbia and adjacent provinces and
states.
Fourteen daily and 111 weekly newspapers carried a series of large-space
insertions, delivering a total of 5,314,000 impressions. Insertions in 33 magazines
reached a circulation of 2,716,000. Three television commercials were produced
for exposure on 16 channels in the Province, creating 14,126,300 impressions.
More than 30,882,000 impressions were also transmitted by four alternating radio
commercials on 43 stations throughout the Province.
The Festival of Sports Communications Network (COMNET) was again
situated in the British Columbia Sports Federation offices, and co-ordinated the
results of Festival activities to all media during the Festival period.
In almost every instance media reaction to the Festival was overwhelming,
and more than 60,000 column inches of press clippings from across the Province
were counted.
Another comprehensive awards programme was set up for the Festival, with
150,000-odd certificates presented to Festival participants. Some 2,000 ribbons
were awarded to winning participants in youth events and more than 22,000
metallic cloth badges were distributed to community committees for presentation
to the winners of local and regional events.
First, second, and third place winners of major events received traditional
medals in gold, silver, and bronze, while medallions were struck for winners of
events just under the medal classification.
Famous athletes, television personalities, and a host of other public figures
attended Festival events, and some participated in awards ceremonies.
Basically, it was British Columbians and "outside" visitors who participated.
Travel for competitors, their families, and friends alone reached record proportions.
Vehicles displaying out-of-Province licence plates were in noticeable abundance on
the highways and in parking-lots at Festival events.
 I 24 BRITISH COLUMBIA
The RCMP reported highway traffic at peak density during Festival week-ends,
and British Columbia Ferries noted unusually heavy traffic volume during the Festival period, too.
With a large number of exciting, crowd-pleasing events included in the Second
Annual British Columbia Festival of Sports, combined with reports of peak traffic
volume and packed accommodation, the evidence appears conclusive that the
Festival continues to excel as a major visitor attraction in the Province during late
May and early June.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 25
BRITISH COLUMBIA HOUSE, LONDON
Harry Harrod
The year-long Centennial celebrations throughout the Province attracted wide
interest in the United Kingdom, due to our historic ties with the old country, and
every opportunity was taken at British Columbia House, London, to exploit this
interest.
The Department's representative supplied all principal media—press, radio,
and television—with information and assistance calculated to generate the maximum
publicity.
Major events such as the Royal Tour and the London to Victoria Air Race
were covered by all 12 London dailies as well as the larger provincial papers and
the British Broadcasting Corporation's news and foreign services.
Other special events, including the Thanksgiving Service in London's St. Mary
Woolnoth Guild Church attended by Her Majesty The Queen Mother and the
British Army expedition headed by Sir Ranulph Fiennes, were featured in selected
publications.
Research assistance to BBC Bristol culminated in the country-wide telecasting
of a 50-minute colour film on the Province's outdoor attractions called "The Last
Frontier," and a BBC crew with the Fiennes expedition filmed the two-month
adventure for a projected documentary on the British networks.
In addition, further publicity was obtained through assistance to free-lance
writers in the United Kingdom, Germany, and Sweden, presentation of slide shows
to travel-oriented social clubs, distribution of films in the United Kingdom and
the Continent, and widespread display of posters in travel office windows.
A considerable increase in mail, counter, and telephone inquiries from prospective travellers was noted during the year, due partly to increased publicity and partly
to attractive window displays afforded by the move to renovated ground-floor
offices in April.
The advantages of British Columbia locations and technical facilities for
feature-film production were outlined to several British motion-picture producers,
with the result that one company is filming at Simon Fraser University in 1972 and
another company is presently negotiating with Panorama Film Studios in West
Vancouver.
Promotion of British Columbia through the travel trade involved
(a) co-operation with Air Canada and CP Air in arranging agents' familiarization tours in May and September, and subsequent follow-up contact
with the agents concerned;
(b) direct service to travel agents booking British Columbia clients;
(c) assistance to tour operators in designing new package tours;
(_.) promotion of existing packages by direct mailings to travel-potential
organizations such as the Lapidary Clubs of the United Kingdom, the
member-clubs of the Salmon and Trout Association, and the major
organizations using air-charter facilities, including the North American
Families Association, Western Alliance, B.C. Fellowship, Rose and
Maple, Friends of Canada, World-Wide Families, the Explorers Club,
Amities-Canadiennes of Brussels, the Danish-American Society, and
others;
(e) direct mailing of a reference kit based on the Agents' Manual to a select
mailing-list of 500 travel agents and tour operators in the United Kingdom, Eire, and 12 western European countries;
 I 26 BRITISH COLUMBIA
(/) liaison with Canadian Government Travel Bureau offices in London,
The Hague, Paris, and Frankfurt to ensure the continued prominence of
British Columbia in Canada promotions, and with the overseas travel
representatives of Quebec, Ontario, and Alberta to encourage the westward movement of overseas visitors arriving in Canada at other Provincial
gateways.
Highlights of the promotional programme were an April reception for influential
members of the travel trade in London and a Continental field trip in July.
The April reception for 100 travel agents, tour operators, air-line officials,
and travel press, jointly sponsored by our Department and the London office of
Canadian Government Travel Bureau, featured entertainment by the Claremont
Youth Choir of Victoria, on tour in the United Kingdom. This group was a fine
example of the high standard of British Columbia talent and, during its tour of
II cities, was enthusiastically received by audiences totalling 8,000. With the
assistance of this office, the choir publicized the holiday attractions of the Province
at each of its 16 venues.
The 10-day field trip in July concentrated on the major population centres
of Brussels, Paris, Frankfurt, Vienna, and Milan where, in co-operation with airline representatives, calls were made on key tour operators and travel agents to
discuss methods of increasing Continental travel to British Columbia.
During the later months of the year, shorter field trips to United Kingdom
and Continental cities were planned to coincide with stabilization of the uncertain
situation affecting North Atlantic air fares.
Prospects were that agreement between Governments and air-lines on a lower
air-fare structure would be reached before the end of the year, and the door opened
for vigorous promotion of North American travel to a much wider market in all
countries of the United Kingdom-European area.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 27
BRITISH COLUMBIA OFFICE, LOS ANGELES
Victor A. Downard
1971 proved to be a very rewarding year for this office. This was due largely
to the continued and expanded promotional efforts of the Department of Travel
Industry and the Los Angeles Office in Southern California and Arizona. The
Southern California Promotional Tour was expanded from the Los Angeles area
to include promotional activities in the San Diego/Palm Springs/Phoenix areas.
The Spring Promotional Tour, by its increase the most effective, covered a
greater area and more people than in previous years. Arrangements were made
for more than 200 speaking engagements for the British Columbia Speakers' Group
during their stay in the Greater Los Angeles/San Diego areas.
In addition, the British Columbia Group participated in the "Tea and Crumpets" party at the Los Angeles Press Club, the British Columbia Government
Luncheon at the Sheraton Universal Hotel, the Canadian Consul General's Reception, and the Travel Agents' Reception and Dinner at the National Broadcasting
Company's Studio.
This year we had a change from previous years in that the Travel Agents'
Reception and Dinner was held at NBC. We were able to invite our travel agent
guests to a taping of the show "Hollywood Squares" and dinner following the
taping in the studio. More than 500 travel agents came to the taping and dinner,
which was the largest turnout of travel agents we have ever had. The nine participating celebrities and the producers of the show mingled with our guests during the
reception and dinner.
"Hollywood Squares" is a highly rated television show and is viewed by
millions through 215 NBC and affiliate stations. During the taping of these shows,
several of the questions asked of participants of the show related to British Columbia.
During the period of the Spring Promotional Tour, Harper's Bazaar magazine
featured fashion and British Columbia in six pages of their April issue in connection
with Bullock's Stores. We displayed in six windows in downtown Bullock's and
had interior displays in each of Bullock's eight regional stores. We also had native
Indian carvers and Salish weavers in two Bullock's stores each day.
In addition to everything going on in Los Angeles and San Diego during the
week, we had Travel Agents' Luncheons in San Diego and Phoenix. Our thanks
to Western Airlines for their assistance in making arrangements for and accepting
the confirmation of invitations in their San Diego and Phoenix offices. We were
told in both instances that travel agent attendance (83 in San Diego and 67 in
Phoenix) at the luncheons was the largest that had ever occurred in either city,
thus indicating a tremendous interest in British Columbia.
British Columbia (Los Angeles Office) participated in travel shows with the
Canadian Government Travel Bureau and PNTA at the Southern California Sport
and Vacation Show at the Anaheim Convention Centre, and the Los Angeles Sport-
Vacation and Travel Show at the Pan Pacific Auditorium in Los Angeles. Assistance was given the Canadian Government Travel Bureau Show at the Los
Angeles Sports Arena.
Our booth at the San Diego County Fair (Del Mar) again produced excellent
results. We had a large volume of people inquiring about all parts of British Columbia. In addition to tourist inquiries at these shows, the questions on immigration
and industry are increasing each year.
 I 28
BRITISH COLUMBIA
New location of British Columbia House (Los Angeles).
 REPORT OF THE TOURIST INDUSTRY, 1971 I 29
Attendance at the Sport Vacation and Travel Shows continues to increase
annually. We are quite sure that improvement and development of recreational
vehicles is largely responsible for the growing attendance at these shows. State
registration of recreational vehicles is increasing at a very high rate in Southern
California and Arizona.
Continued work has developed many contacts with feature writers and has
enabled us to send several writers to British Columbia, resulting in newspaper and
magazine articles on fishing, hunting, ski-ing, special events, photography, and
travel in general.
Throughout the year, field trips were made in the Greater Los Angeles area,
the coastal, northern, and southern regions of Southern California and the State
of Arizona. Development work was done in these areas and calls were made on
travel agents, transportation companies, tour operators, wholesalers, travel clubs,
and district offices of the automobile clubs.
Our connection with the Automobile Club of Southern California continues
to be one of our best promotions. We have again had our British Columbia slide
film presentations, and films used in their travel training programme and the Fair-
childs are being used in their outlying offices. This programme is working very
well and the AAA report that travel inquiries on British Columbia at their tour
desks have increased considerably over the last year.
General office work has increased this year, with mail and telephone inquiries
for general information, information on areas, fishing, hunting, and ski-ing. Travel
kits almost doubled last year. Our films, slide presentations, and Fairchilds have
seen much more frequent use that in previous years.
In September of 1971, British Columbia House (Los Angeles) moved to
new quarters at 3303 Wilshire Boulevard in the Wilshire Plaza Building. From
the increase in visitors to our office, due to its more central and convenient location,
we are sure the new location will be an advantage for British Columbia.
The staff of British Columbia House (Los Angeles) are most encouraged by
the increase in interest shown in British Columbia by the people of Southern California and Arizona. We feel that with their detailed knowledge of the Province,
together with our new location and facilities our special promotions in the Southern
California and Arizona areas, we will be able to send more people to British
Columbia in 1972 than ever before.
 I 30
BRITISH COLUMBIA
BRITISH COLUMBIA HOUSE, SAN FRANCISCO
Roderick J. Fraser
Despite a depressed economy, resulting in lower consumer spending in the
United States in general and California in particular, travel inquiries at British
Columbia House during 1971 showed a comfortable increase over 1970 as Cali-
fornians looked for, and found, a more reasonable vacation destination in British
Columbia.
Automobile clubs, travel agents, and tour operators all reported increased
British Columbia inquiries and bookings, with particular interest in the many
Centennial events planned in our Province. Air-lines serving British Columbia
from San Francisco reported only moderate increases in traffic for the first part of
1971, but were anticipating improvement in the latter part of the year with the
approval of lower excursion air fares and attractively priced "packages" to interest
the traveller.
Cruise ships sailing from San Francisco through British Columbia waters during
the summer months, with calls at Vancouver, Prince Rupert, and Victoria, all
reported excellent load factors and very favourable interest in those cities. Tour
operators utilizing Greyhound and Continental Trailways coaches also reported
excellent response to their package-tour offerings to our Province.
It was also interesting to note the increased number of private aircraft-owners
flying to British Columbia for their vacations, either individually or in groups. Our
Department brochure Fly Beautiful British Columbia and the British Columbia
W
 REPORT OF THE TOURIST INDUSTRY,  1971 131
Aviation Council's Air Facilities Map proved to be most useful to these pilots in
planning their flights.
Available small-boat charters in the Province, both power and sail, also attracted an encouraging number of inquiries. These were basically family groups
with three to four weeks' vacation time available to them. The brochure British
Columbia Marine Parks was of value to these vacationers.
Californians' interest in British Columbia as a vacation destination does not
just happen. It is the result of extensive promotional efforts each year in this
lucrative and competitive visitor market by the Department and British Columbia
House.
A prime outlet for British Columbia attractions and travel information is the
annual San Francisco Sports and Vacation Show in January, the largest of its
kind in North America. British Columbia House provides the staff and the attractive travel display booth for this 10-day show, with assistance from Head Office.
Again this year British Columbia House and the Canadian Government Travel
Bureau's San Francisco office arranged with the show management to have an all-
Canadian section in the "Vacationland" area. This proved to be highly successful,
judging by the tremendous number of inquiries.
Keeping in mind the need to promote off-season travel to the Province, this
office, with the co-operation of CP Air, Pacific Western Airlines, and British
Columbia ski areas and resorts, organized a Bay Area ski writers' tour in January
to British Columbia. The resulting excellent exposure, coupled with the ski
package tours offered by local travel wholesalers, resulted in greatly increased
skier traffic. The majority of these skiers travelled by air from San Francisco and
in many cases utilized U-drive automobiles while ski-ing in British Columbia. In
October of 1971, British Columbia House participated in the San Francisco Ski
Show. We were most fortunate in having representatives from British Columbia
ski areas staff our attractive ski booth, and there is every indication that the 1971/72
ski season will be even better than the last.
In the spring of 1971, British Columbia House was again involved in the
Department's annual California Travel promotion, particularly in the Central
Valley of Northern California. This part of the promotion consisted of five travel
evenings in Fresno, Modesto, Stockton, and Sacramento. This type of promotion
has proved to be most successful, thanks to the fine co-operation of the McClatchy
Newspapers, the Stockton Record, CP Air, travel agents, and automobile clubs
in these cities.
In March, British Columbia House took an active part in assisting the Convention Section of the Department in arranging the successful Association Executives
Luncheon in San Francisco. The number of excellent contacts made should result
in several conventions being held in the Province in the coming years.
Arrangements were also made in May to have our travel display in a Vacation
and Travel Show held in three different enclosed shopping malls in the Bay Area.
The mall managements estimated a total of 250,000 potential visitors were exposed
to the vacation displays and travel material of these four-day shows.
The "Best of Beautiful British Columbia" photo salon has been used with great
effect in a number of prime locations in San Francisco, such as air-line ticket offices,
hotel and major building lobbies.
Department films on deposit in this office and the Canadian Travel Film
Library outlets continue to be in heavy demand. Selected titles were carried in
the film libraries of the cruise ships visiting British Columbia waters from San
Francisco, as well as the Alaska State Ferries.   Automobile clubs and tour operators
 I 32 BRITISH COLUMBIA
used them for their tour department staff-training programmes and for promotional
purposes, all in addition to the regular requests from clubs and other organizations.
British Columbia continues to attract Californians interested in relocating, and
inquiries at this office cover all facets of immigration information from business
and job opportunities to retirement areas. Although we are able to provide much
of the detailed information requested, actual immigration requirements are passed
on to the Manpower and Immigration Division of the Canadian Consulate General.
British Columbia House passed its tenth year in San Francisco this August
and there is little doubt that it has established for itself a reputation as the source
of up-to-date detailed information on our Province. Full credit is due to the enthusiastic staff for the excellent manner in which the many complicated inquiries
are processed.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 33
TOURIST ACCOMMODATION
Arthur e. Abram
GOVERNMENT-APPROVED TOURIST ACCOMMODATION
This Branch of the Department is responsible for maintaining
a registry of establishments which offer suitable units of sleeping
accommodation to the tourist.
Inspection and registration is based on the factors of cleanliness, comfort, and
courteous service.   Each year the entire Province is covered to visit establishments
in conjunction with maintaining an up-to-date registry and to facilitate current
information for inclusion in the British Columbia Tourist Directory.
GENERAL
In 1971 the Department's programme of inspection and registration of tourist
accommodation establishments was again carried out and completed on schedule,
co-ordinated with the annual publication of the British Columbia Tourist Directory.
This year saw a change in personnel on the staff of the Tourist Accommodation
Office, with replacements filling three of the office positions.
FIELD WORK
The six areas of the Province were covered by the same number of tourist
accommodation counsellors, who inspected, registered, and in some cases refused
to register, tourist accommodation establishments.
This work, done during the period between April 15 and July 31, required
our field representatives to visit resorts and fishing camps in the remotest locations.
While the completed seasonal work formally registered 1,999 establishments,
the field representatives visited considerably more establishments than this number.
During the year, 139 applications were received for registration of tourist accommodation facilities, and of this number 27 did not meet the approval of the Department.
REGISTRATION
Of the 1,999 tourist accommodation establishments registered this year, 112
were new registrations or not registered the previous year. Conversely, 108 establishments were removed from the register of tourist accommodation.
It is interesting to note that from year to year the number of establishments
remains about the same and that the growth in the industry is reflected in the increased number of units. For example, this year showed an increase of approximately 6,500 units over last year.    (See statistical information.)
THE GREEN BOOK
In 1971, as was the case in 1970, the Department continued to publish 750,000
copies of the British Columbia Tourist Directory.
While the directory is not intended as a promotional publication, it is nevertheless in great demand by domestic and foreign visitors to the Province, in that it
provides them with a wealth of information in respect to tourist accommodation
and other general factual data on all areas of the Province.
 I 34
BRITISH COLUMBIA
INQUIRIES
The Tourist Accommodation Office continues to receive many inquiries regarding purchasing or establishing tourist accommodation in British Columbia.
During the year, 215 letters on this subject were processed.
COMPLAINTS
This year, the Department received a total of 152 complaints on tourist accommodation establishments. Of these, 146 were investigated, resulting in the removal
of 10 establishments from the Register of Government-approved Tourist Accommodation Establishments.
REPRESENTATION
The Tourist Accommodation Office of the Department was represented at
the Provincial Tourist Advisory Council as well as on the Green Book Committee
of the same organization. All relevant meetings of the aforementioned organizations
and committees were also attended.
OTHER DEPARTMENTS
Close liaison was maintained throughout the year with the Health Branch in
respect to sanitation related to tourist accommodation establishments and also with
the Department of Highways regarding highway signing for tourist accommodation
facilities.
TOURIST ACCOMMODATION STATISTICS, 1971
Total establishments registered  1,999
Total number of units  62,241
Establishments removed from register  108
New establishments registered  112
Establishments permanently closed  25
Change of ownership  237
Establishments and Units by Classification
Hotels 	
Motor hotels	
Apartment hotels
Motels 	
Motor courts	
Auto courts	
Resorts—
Year 'round
Summer 	
Fishing	
Lodges  	
Dude ranches 	
Beach cottages ___
Bungalows 	
Cabins 	
Trailer parks	
Houseboats 	
Establishments
Units
181
9,529
110
6,927
14
520
658
11,685
204
2,650
18
166
34
864
96
1,144
22
235
60
656
16
275
71
494
17
166
61
657
237
10,219
4
32
 REPORT OF THE TOURIST INDUSTRY,  1971
I 35
Establishments and Units by Classification
Establishments Units
Camp-sites    259 15,005
Camping cabanas       	
Fishing camps  117 832
Hunting and fishing camps  28 185
Totals   2,208 62,241
Total classified establishments  2,207
Total registered establishments  1,999
Establishments with dual classification      208
 I 36
BRITISH COLUMBIA
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BEAUTIFUL BRITISH COLUMBIA MAGAZINE
B. H. Atkins and B. J. Pauls
Beautiful British Columbia magazine is now entering its 12th year of printing. Again, the increasing
popularity of the magazine can be verified by the
printing-order growth last year.
The fall 1971 issue saw 262,000 copies printed;
winter, 285,000, as compared to 1970 figures which
were: Fall, 248,000; winter, 265,000. Paid subscriptions increased by 13,000 during the year to 181,000.
Increased news-stand sales account for most of the balance. This has added considerably to the pressure on
the business, sales, and distribution sections.
A great deal of research and planning is required
to obtain the material for the articles reproduced in the
magazine. The 1971 issues contained 25 articles depicting British Columbia and our way of life. These articles
dealt with a variety of subjects, including one that described the 75,000 square miles of the Province's northwest, and another illustrating the art of carving apples.
In all, the four issues contained 379 colour photographs
specially taken for the magazine. Approximately 850
colour illustrations were added to our selection files.
There were 150 illustrated articles and photographs
submitted for our consideration. All received the attention of the editors, and those meeting our standards
and requirements at the time were accepted.
A total of 180,000 copies of the 1972 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 two years ago were
repeated with success.
There has been a marked increase over last year
in the number of requests from all over the world to
reprint articles from Beautiful British Columbia magazine.
The growing popularity results in an ever-increasing
amount 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,
world distribution of the 181,000 subscriptions on a percentage
An approximate
basis is as follows:
 REPORT OF THE TOURIST INDUSTRY,  1971 I 37
Per Cent
Great Britain  24
British Columbia  24
United States, miscellaneous  14
California   6
Canada, miscellaneous  11
Ontario   9
Europe, miscellaneous, and Africa  7
Australia and New Zealand  3
Scandinavia   1
Overseas, miscellaneous   1
The magazine is sent to more than 80 countries.
Many magazines provide for a "Letters to the Editor" column, a policy not
followed by us. Beautiful British Columbia magazine, however, receives a great
deal of fan mail that is not only appreciated, but used as a guide in analysing the
interests of our readers. The following are two typical letters, one from a new subscriber, and one from a reader who has been in the publishing business for many
years:
Mr. Atkins & Mr. Pauls
Dear Sirs
I received my first copy of your magazine and
Calendar on November 1, 1971, and wanted to tell you
how delighted I was with them.  It is a beautiful
magazine, so unlike so much of what we view on the
news stands today.
The raccoon on page 13 is stunning and I would
like to recommend your using it on next year's
Calendar.
The visit through Cap's bicycle shop was delightful.
Some day we hope to travel to the Pacific North-west
to see our own states and certainly to come into B.C.
Until that time we will be able to enjoy your country
through your magazine.  I am looking forward to the
next issue, knowing it will be equally enjoyable.
God bless all the staff at Beautiful British
Columbia Magazine and keep up the good work.
Sincerely
Mrs. James H. Ethridge
Starr, South Carolina, U.S.A.
Today, Mr. Atkins,
copies of the Spring 1969 edition of Beautiful British
Columbia Magazine were distributed to Westchester Rotary
Club, of which I am a member.
In addition to being impressed by the beautiful
color photos in the magazine, I am equally impressed by
the super-excellent printing.
 I 38 BRITISH COLUMBIA
During my more than 25 years in advertising and
public relations, many examples of outstanding art and
printing have come to my attention.
Your magazine, in every respect, is also outstanding.
I thought you might like to know how interesting and
stimulating I found the entire edition from cover to
cover.
I repeat, Mr. Atkins . .  . well-written, breath-
takingly illustrated, and produced with creative skill.
With cordial good wishes and admiration.
Robert E. Mason
Los Angeles, California, U.S.A.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 39
SPECIAL PROMOTIONS
K. B. Woodward
During the year of 1971, being the Centennial Year, the theme for our special
promotions, naturally, was "Come Join the Fun," so all copy used in our cooperative programmes, television programmes, radio programmes, newspaper programmes, interline groups, featured the Centennial slogan which covered densely
populated areas with excellent publicity for a minimum outlay. As in the past,
in exchange for television, radio, newspaper time and space, we provided ground
arrangements for winners of contests in British Columbia. The splendid cooperation received from hotels and motels throughout British Columbia makes this
a most economical way to obtain maximum coverage.
Newspapers
Waikiki Beach Press, Hawaii.
Winnipeg Free Press, Winnipeg.
Independent Press Telegram,
Long Beach, Calif.
Herald Examiner, Los Angeles, Calif.
KGMB (Hawaii)
CKNW (Vancouver)
Radio Stations
KGBN (Boston)
Television Shows
Network
Number of
Stations
Viewing
Audiences
NBC
ABC
NBC
NBC
193
181
155
139
17,000,000
15,000,000
14,000,000
11,000,000
Hollywood Squares participation was the most successful television show the
Department of Travel Industry has ever arranged. We obtained five consecutive
days of excellent coverage of British Columbia, with the viewing audiences estimated
at 17 million for first-run exposures, not including Canadian stations.
JAPANESE TRAVEL DEVELOPMENT PROGRAMME
Approximately three years ago the Department of Travel Industry embarked
on a programme to stimulate off-season visit travel from Japan.
Stage 1—This included familiarization tours of key travel personnel throughout British Columbia.
Stage 2—In co-operation with the ASTA personnel, contact was made in
Japan through presentations to approximately 700 travel agents.
Stage 3—Two professional skiers each made 28-minute films on ski-ing in
British Columbia to be released throughout the television networks in Japan. The
exposure of these films on British Columbia ski-ing could reach 100,000,000 people.
Stage 4—With participation from Alberta, the Department of Travel Industry
made a sweeping tour of Japan in October 1971. More than 2,000 registered travel
agents were contacted, not counting the ski clubs and ski enthusiasts who attended
 I 40
BRITISH COLUMBIA
K. B. Woodward explaining winter travel packages to Japanese wholesalers, along with
Gordon Kadota, of Vancouver, who acted as interpreter.
our presentations.    In 16 days,  14 presentations, seven press conferences, two
luncheons, and three television interviews were completed.
In 1972, three more stages of this programme will take place in a market that
is most receptive to British Columbia travel.
TRAVEL AGENTS' FAMILIARIZATION TOURS
During the spring of 1971, special Centennial familiarization tours were carried
out in co-operation with CP Air. Sixty travel agents originating from points all
over the South Pacific, eastern Canada, and Europe were given first-hand exposure
of the vacation facilities available in British Columbia.
Travel agents visited British Columbia in co-operation with the Canadian
Government Travel Bureau and they were all met by British Columbia representatives. A British Columbia presentation was shown in an attempt to make British
Columbia a highlight in their Canadian tour.
In co-operation with Japan Airlines and Air Canada, additional groups of
travel agents were hosted, along with independent agents touring British Columbia
on their own company-arranged familiarization tours.
A new concept, in an attempt to obtain British Columbia travel publicity in
countries other than the North American continent, we arranged with the Canadian
Broadcasting Corporation International Service to bring out approximately 12
radio personnel who taped interviews within every region of the Province. These
interviews were released from their head offices in Ontario to literally every country
in the world by shortwave broadcasts.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 41
South Pacific group boarding bus on arrival in Vancouver.
Other promotions that we participated in were the Macy's Stores Ski Promotions, Mitzou, ASTA, Beltz Promotion, Bullock's, and a salmon derby. A sport
fishing tour was cohosted by this Department. The Centennial tour to California
was the most successful to date.
SUMMARY
Since the inauguration of the Department of Travel Industry in 1967, Ronald
B. Worley, Deputy Minister, has advocated and encouraged that the Special Promotions Section participate in off-shore promotion in Japan, the South Pacific, and
Europe.
The Department of Industrial Development, Trade, and Commerce reports that
British Columbia's importance as a factor in total receipts on the travel account
between Canada and other countries has grown significantly during the period
1967-70. Earnings from foreign exchange through tourism for 1970 reached
$267.7 million in British Columbia, an increase of 64 per cent over 1967. To
compare this with the national figures for the same period, the over-all Canadian
earnings of foreign exchange for 1970 show a slight drop over 1967, the year of
the Montreal World Fair. This astounding comparison shows clearly that the concentrated promotions in foreign countries has definitely paid off in the economy of
British Columbia.
 I 42
BRITISH COLUMBIA
CENTENNIAL TRAVEL WRITERS' TOUR
K. B. Woodward
An entirely different concept was arranged for what was known as the annual
news media tour. The theme for the Centennial Travel Writers' Tour was "Showing
British Columbia to the World." British Columbia was toured for the first time
by 56 travel news representatives of newspapers, magazines, interline people, bank
house organs, travel trades, television, and radio from 18 countries.
They came from the Orient, South Pacific, South America, Central America,
North America, Europe, and Asia.
Millions of words describing vacations in British Columbia were printed in
many different languages, all with the emphasis on off-season travel.
Copy of tear sheets is still being received from all over the world and the tour
proved successful, not only as a promotional operation, but as an additional event
with an international flavour to our Centennial.
Group enjoying coastal scenery from Queen of Victoria.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 43
Bar Q Guest Ranch dishes out its own hospitality.
 I 44 BRITISH COLUMBIA
PRINTING
K. B. Woodward
As advertising, special promotions, foreign travel development, and winter
travel development increase, it necessarily follows that the number of brochures
printed by the Department of Travel Industry should also increase. As travel trends
are changing, we have kept pace by our printed material to tie in with modern
travel patterns all over the world. The new concept in the ski brochure was developed, and drastic changes for the road map for 1972 have taken many hours
of printing.
Following is a list of the tourist promotional material published by this
Department:
Road Map. Golf Folder.
Tourist Directory. Live, Play and Prosper.
General Folder. Ferry Sheets.
Calendar of Events. Parliament Buildings.
Welcome Mat (Gazetteer). Thunderbird Park.
Civil Aviation Folder. Gem Hunting.
Ski British Columbia. Travel Agents Manual.
Beautiful British Columbia British Columbia Government
Magazine. News.
 REPORT OF THE TOURIST INDUSTRY, 1971 I 45
CONVENTIONS AND CONTRIBUTING GRANTS
P. D. Crofton
1971 was a record year, both in the number of conventions and the total
revenue. There were 501 conventions held in various cities and centres throughout
the Province, which contributed $23,139,150 to the economy of British Columbia.
This is an increase of 196 in the number of conventions and $5,556,420 in total
revenue over 1970.
The Convention Promotion Committee met four times during 1971. Several
recommendations were made to the Department of Travel Industry, some of which
have already been implemented.
Two luncheons were held for association and corporate executives in San
Francisco and Los Angeles during the annual California Spring Promotion. Directors of sales of hotels and managers of Convention Bureaus in British Columbia
attended these luncheons and were given the opportunity to meet and tell the
executives of their convention facilities. A slide presentation showed exhibit space,
convention and meeting rooms in centres, hotel suites, and a select number of
scenic slides encouraged convention delegates to see more of British Columbia
either before or after their conventions.
The Department of Travel Industry was host at a dinner in Vancouver for
association executives from British Columbia, Washington, and Oregon attending
the Workshop Northwest in May. All convention centres were invited to send a
representative to this dinner to meet the delegates and expound the advantages of
bringing a convention to their area. The British Columbia Ferry presentation, given
after dinner, made our visitors aware of the many scenic wonders in British
Columbia.
The Department of Travel Industry participated in the American Society of
Association Executives Annual Convention held in Miami, Florida. This was the
most successful convention of ASAE that we have attended—405 delegates signed
our registration book and, of these, 113 were interested in bringing their convention
to British Columbia, while 76 asked for a formal proposal to be made to their
Board of Directors. This is certainly one of our most important convention promotions as it enables us to meet, at one time, the convention organizers of the major
associations in Canada and the United States.
The Convention Section of the Department of Travel Industry, in co-operation
with our two major air-lines, were able to bring in association executives from the
United States to view some of our major convention centres. The first group from
Chicago, New York, and Miami were flown in by Air Canada. They were shown
the convention facilities in Vancouver, Victoria, New Westminster, and Harrison.
The second group were brought to Vancouver by CP Air and were given a similar
tour. It had been planned to take them to the Okanagan, but a major convention
was being held in Penticton at this time which used all suitable accommodation in
the area. Our visitors from the United States were most impressed with the convention facilities of this Province and several conventions were booked as the direct
outcome of these tours. The Department of Travel Industry would like to thank
CP Air, Air Canada, and PWA for their generous assistance in promoting British
Columbia as a convention-site.
Meetings were held during the year with tour operators. They were asked to
present package tours which would encourage the convention delegates to see more
of British Columbia either before or after their meeting. The pre- and post-convention tour folder will be ready for distribution early in 1972.   It is felt that this piece
 I 46
BRITISH COLUMBIA
of literature will be of great assistance to those regions of the Province unable to
accommodate large conventions, but will have a great deal to offer for these pre-
and post-convention tours.
Association executives from eastern United States about to leave their hotel.
jSfc
Convention organizers from California enjoying the ferry trip.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 47
Pat Crofton expounding the advantages of British Columbia as a convention-site.
For the first time, in March, the Department did co-operative advertising in
a leading convention publication. The Department provided the umbrella with a
full-page colour advertisement. Other advertisers such as regions, hotels, convention
bureaux, and air-lines took three additional pages. On a rerun of this advertisement
in September we obtained a four-page editorial on British Columbia as a convention
destination.
The Convention Section made mail-outs of British Columbia literature to
37,000 delegates prior to their arrival in this Province. In this mail-out we included
one or two pieces of the association's own literature. This was of great assistance
to them and a very good selling point in bidding for conventions. In addition, back
issues of Beautiful British Columbia magazine and dogwood menu covers were
made available to local convention bureaux and associations. Limited supplies of
the current issue of the publication This is British Columbia, Our Natural Heritage
and dogwood sets were made available to British Columbians bidding for conventions outside this Province.
Personnel from the Convention Section assisted the Special Promotions Section
in the press tour, presentations to travel agents, and travel writer tours.
The top month for conventions in this Province during 1971 was May, followed
by June, October, April, and September. Eighty-nine per cent of the conventions
were held in months other than July and August. This shows the great importance
of conventions, not only in using all phases of the tourist plant such as hotels,
motels, restaurants, air-lines, ground transportation, and retail stores, but as a
dollar-earner in our off-peak months. The convention delegate spends more per
capita than any other visitor to British Columbia.
 I 48 BRITISH COLUMBIA
CONTRIBUTING GRANTS PLAN
The Contributing Grants Plan continues to be of great assistance to the eight'
regions of the Province in promoting tourism. In 1971, $275,000 was made available. The Department of Travel Industry pays 60 cents of every dollar spent, and
this includes the salary of a Regional Co-ordinator, within the Government salary
range, regional literature, and advertising. The Department of Travel Industry
made direct grants toward travel and sport show displays outside the Province, and
to the operation of visitor information booths within the region. Most regions had
many information booths operating during the peak tourist months.
Five regions now employ a Regional Co-ordinator and it is expected that a
sixth region will hire one early in 1972. A change was made in the regulations
governing the Contributing Grants Plan, increasing the eligible travelling expenses
of the co-ordinator or secretary-manager, as a representative of a region, from
$1,000 to $1,750.
Regional Co-ordinators and those representing regions were brought to Victoria
at the time of the Provincial Tourist Advisory Council spring meeting to discuss
the Contributing Grants Plan. This was a most successful meeting. All phases of
the plan were covered and the new procedure to be used by the regions in submitting their expense claims was explained. This has proved most satisfactory and
has simplified and speeded the processing. It is hoped that these meetings will
become annual events.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 49
WINTER TRAVEL DEVELOPMENT
G. R. Beddoes
Winter travel and the ski industry has evolved out of obscure insignificance
at an ever-accelerating pace. 1971 was an active year, with increased effort directed
toward the travel and vacation opportunities of the fourth season—winter—in
British Columbia.
The following list is a resume of the promotions and tours participated in
during 1971 by this Section.
The San Francisco Ski Tour, including John Hamilton and four other media
personnel from television, radio, and newspapers, plus'one person from the Canadian
Government Travel Bureau and one from British Columbia House, San Francisco,
took place in January. This familiarization tour involved practically all major ski
areas of British Columbia's West Coast, Okanagan, and the Kootenays.
The Department of Travel Industry hosted a luncheon at the Grouse Nest in
Vancouver for 16 Japanese agents on a ski area familiarization tour in British
Columbia and western Canada.
A British Columbia ski area survey was carried out, visiting every area within
the Province to gather detailed information on the industry, study the geography,
Kozo Fujishima accepting an honorary appointment as British Columbia ski ambassador for Japan from K. B. Woodward and Gordon Beddoes. Mrs. Fujishima is also a
professional skier.
 I 50 BRITISH COLUMBIA
climate, market potential, facilities, service, traffic and traffic origin, employment,
value, and growth of each area.
Production of the new Ski British Columbia brochure directory is a direct
result of the ski area survey, with an approximate 90 per cent increase in operating
ski areas listed.
In April the Department of Travel Industry cohosted Mr. Kozo Fujishima and
his group on a West Coast and Okanagan familiarization and filming tour. Material,
film, and Mr. Fujishima himself played an essential part in the Department of Travel
Industry's Japanese Travel Development Promotion.
A number of ski shows were covered this year, including the San Francisco
Ski Show, Vancouver Ski Show, Winnipeg Ski and Snowmobile Show. British
Columbia's bid for the eastern ski market has been confirmed by the Department's
entrance into the Toronto Ski Show.
The Department of Travel Industry, along with represenation from the major
ski areas, applied continued efforts directed at the near-market area of the Pacific
Northwest. PWA and this Department represented British Columbia in the Seattle
Seminar.
Assistance was also given touring members of the CBC International Service
throughout the Province to obtain interviews for shortwave broadcasts overseas.
SUMMARY
Winter-travel promotion must involve more participation and direct support
of the major areas individually and collectively and become very closely co-ordinated
with the Department of Travel Industry, Canadian Government Travel Bureau, and
other supporting agencies such as air-lines to become most effective in existing
markets, and to advance on new markets. This is also necessary to reduce wasteful
duplication in marketing promotions.
Winter recreation areas, particularly ski areas, could be listed into three
general categories:
(1) Community, family beginner area.
(2) Preparatory areas.
(3) Advanced preparatory and commercial areas.
Because of the first two being somewhat the foundation which the third is
dependent upon, favourable consideration and assistance would be appropriate to
each on problems common to all three categories to ensure existence and continued
development of the third, which is the marketable area and capable or potentially
capable to attract national and international traffic to British Columbia.
The importance and urgency of continual upgrading and development of
British Columbia's major ski areas cannot be over emphasized if they are to gain
inroads into this extremely competitive business, and ensure the development of a
winter travel and vacation segment of the tourist industry.
It is a fact of general acceptance that British Columbia possesses geography
and climate to equal, or surpass, anywhere else in the world for alpine winter
recreation.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 51
EXHIBITS AND DISPLAYS
B. A. Lee
Well over 2,000,000 travel-minded people attended the various travel and
vacation shows at which British Columbia was represented. At the shows, British
Columbia literature such as road maps, general folders, and accommodation directories was distributed. Regional literature from the eight regions of British Columbia
was also distributed.
In 1971 the Department staffed a number of shows, these being: Portland
Boat, Trailer, and Sport Show; San Francisco Sport and Boat Show; Canadian
National Sportsmen's Show (Toronto); Edmonton Boat, Trailer, and Sport Show;
Calgary Sportsmen's Show.
In addition to these shows, British Columbia literature was also distributed
at other major centres in Canada and the United States through our affiliation with
the Pacific Northwest Travel Association. Personnel from the Exhibits and Displays Section, in conjunction with PNTA, acted as advance representatives at the
Anaheim Travel Show and assisted in staffing the booth.
In conjunction with its winter travel development programme, the Department
participated in three ski shows, one being the San Francisco Ski Show where members of Ski Canada West Association assisted in staffing our booth. The assistance
and co-operation of Mr. Jack Bright, of Garibaldi Lifts Ltd.; Mr. Peter Alder, Silver
Star, Vernon; and Mr. Hans Gmoser, Canadian Mountain Holidays, is gratefully
acknowledged by the Department. The two remaining were the Winnipeg Winter
Sports Show and the Winter Ski Show at Toronto. The two Canadian Ski Shows
marked the first time the Department has participated at ski shows in Canada.
The Department was again represented at the San Diego County Fair at Del
Mar, where more than 450,000 people were in attendance.
It is noted that there has been an average increase of 10 to 15 per cent in
attendance at the majority of the travel shows.
Early in the year, the Department's new 20-foot display was completed. This
portable display consists of 10 interlocking panels, and was so constructed to be
adaptable for us in travel shows, ski shows, and for convention promotions.
The display, being extremely lightweight, can be shipped by air to the various
shows and promotions.
This year also marked the closing of the Niagara International Centre Exhibition Building at Niargara Falls, Ont. For the past three years British Columbia
has had a permanent walk-in display there. It is felt that lack of attendance at the
centre was the main reason for closure.
The Exhibits and Displays Section was also involved in various other promotional activities which included hospitality seminars at Smithers, Kitimat, Prince
Rupert, and Terrace in conjunction with the Department of Education. Assistance
was also given the Director of Information Services during the annual Tourist
Counsellors' familiarization tour. A seven-day tour of the Province with members
of the CBC International Service was completed. On this tour interviews were
obtained throughout different areas of the Province for shortwave broadcasts overseas.
 I 52 BRITISH COLUMBIA
INFORMATION CENTRE, VANCOUVER
G. Ed Meade
More than 100,000 persons came into the British Columbia Information Office, Vancouver, during 1971. They asked 67,517 questions and were assisted in
this volume by 30,000 telephone calls. The year was marked by an interesting
three-way balance of eastern Canadian and American travellers, adjacent state and
province residents, and southwestern United States dwellers. As the economy went,
so went the balances. Through it all, eastern Canadians came in a flood compared
to other years, most noticeably from Quebec. Fortunately, during the summer peak
we had one bilingual counsellor to carry the bulk of the language problem, with
two others able to cope with less complicated matters.
As is normal year by year, the inquiries about British Columbia were broader
and more varied.  The 54,600 travel inquiries established a new high.
The largest volume of nontravel questions is undoubtedly directed toward land
acquisition, all the way from the roseate dreams of youth living off the land to the
acquisition of land for business or pleasure purposes where price is no object.
Other (and sometimes hilarious) questions: "Where can I see spawning salmon?"
(1,000 cars in a single day at the Harrison River artificial spawning channel).
"Do you have a street map of Canada?" "Do you know what colour an albatross'
beak and feet are?" "Do you know anything about the bubonic plague in Shasta,
Oregon?" "I heard from a friend that Canada has roving herds of rattlesnakes . . .
are they bad in British Columbia?" These accounted for just under 9,000 "miscellaneous" inquiries.
The demand for camping and trailer accommodation still appears to be rising.
According to International Airport statisticians, air travel to Vancouver equalled
1970, despite some dips in the economy at departure points. Hotel accommodation
was at a premium several times during the summer, and for several months before
Grey Cup, November 27 to 28, there were no vacancies offered. At preparation
of this report, Vancouver had added 265 hotel rooms during the year, with another
1,950 at various stages of completion.
Several television film crews from the United States, Europe, and Japan were
here for prolonged periods during the year. Writers from every corner of the globe
were aided in their coverage of this Province. Excellent travel promotion spots
were featured by local radio and television stations.
Unquestionably, the Festival of Sports has increased the number of people
involved in participatory sports. Interest in wilderness hiking and camping has
grown considerably, as has canoeing and other highly active outdoor pursuits.
Again during 1971, the Festival kept many vacationing British Columbians at home.
Newest demand—more rodeos.
Promotion of travel at home by British Columbia business was at a high level
throughout the year. From banks to service-stations, the urge to tell the story of
British Columbia was very strong.
The Centennial celebrations were of major interest. Again, many local businesses used the Centennial theme for displays.
In summary, what started out as a slow year because of bad weather ended
as another record year in Vancouver. Spot checks of individual visitors indicated
that British Columbia hospitality is known all over the world. Example: a South
African millionaire hotel owner referred to this office by an eminent Englishman
spent two weeks here on chartered boats and in chartered aircraft fishing and sight-
 REPORT OF THE TOURIST INDUSTRY,  1971
I 53
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BRITISH COLUMBIA
seeing. A wealthy American from Indiana, here for four days three years ago,
came this time for a month.
A total of 4,000 Fish and Wildlife and Parks inquiries were handled during
the year, and 12,200 mail inquiries were serviced.
A complicated campfire permit system was made easier by the excellent cooperation of the British Columbia Forest Service.
During the year, 584 cases of literature were shipped to outside centres and
other outlets.
The window of the Information Centre was used to promote a number of
interests and activities, ranging from native crafts to ski-ing. The British Columbia
International Trade Fair, a ski display, pottery and handicrafts by British Columbia
artists, a photography collection, and British Columbia books were among individual
displays arranged by Miss Barner, of the Vancouver staff. Inside the Centre, galleries of photographs of Manning Park by Bernie and Gundie Epting, and mountaineering pictures by Siegmund Werner, were on view.
Mr. Terry Notley joined the Vancouver staff in April. He came from the
Forest Service, and has proved a valuable addition. During the winter, he conducted
two night school courses on travel in British Columbia. The permanent staff and
temporary counsellors were exemplary in their duties throughout the year.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 55
TRAVEL INFORMATION SERVICES
Ed Norman
VISITOR RECEPTION CENTRES
The two main Reception Centres at Abbotsford on Highway 401 and Douglas
on Highway 499 show only marginal increases during the peak months of July and
August, 1971. During these two months both Centres have reached maximum
capacity, serving on an average of one vehicle every 90 seconds.
During May, June, September, and October, however, these Centres showed
remarkable gains. Douglas Centre, open year-round, continues to serve an ever-
increasing number of winter visitors.
Abbotsford Centre, open from May 1 to October 31, served 123,456 visitors
in 45,772 vehicles. Of these, 21,830 (47.5 per cent) were recreational vehicles.
This compares with 38,512 vehicles and 108,345 visitors during 1970, an increase
of 18 per cent and 13.8 per cent respectively. During 1970, recreational vehicles
recorded were 17,915 (47.7 per cent of the total).
The percentage of recreational vehicles through this Centre in the shoulder
months persists at approximately 40 per cent, making manifest the effect these
vehicles have on prolonging the outdoor activity period.
Douglas Reception Centre recorded a total of 178,360 visitors in 61,010
parties, compared to 172,831 in 58,131 vehicles during 1970 (9,009 of these parties
were in recreational vehicles, 14.7 per cent of the total).
The large difference in proportion of recreational vehicles served at Abbotsford
and Douglas indicates the practice of such vehicles to by-pass Metropolitan Vancouver due to the scarcity of facilities in that area.
Sicamous Reception Centre shows only a marginal increase over 1970 during
the four-month period of its operation, with 14,376 visitors in 4,777 parties compared to 13,960 in 4,472 parties during 1970 (58.6 per cent of these parties used
recreational vehicles). Osoyoos Centre showed a decline over previous years,
with 17,803 visitors in 5,923 parties (37 per cent of these groups were in recreational vehicles).
The trend for the size of party per vehicle to decline continues. Party size
now varies from 2.6 persons to 3.0, compared to an average of 3.3 in 1963. As
the number of recreational vehicles increases, the size of party decreases.
During the peak season, facilities to serve recreational vehicles were overtaxed
in most areas.
Continuing popularity of this "bedroom-on-your back" type of vehicle, coupled
with the reduction of size of party per vehicle, indicates the ever-widening gap in
service facilities.
The new location for our Banff operation, in the Banff National Park's Information and Museum Building, proved to be extremely successful, serving 16,272
visitors in 6,061 parties, an increase of 46 per cent over 1970.
Due to its location and type of traffic, the Banff office functions more as a sales
office (itinerary development) than a highway information centre.
Itineraries developed (and executed) for these visitors resulted in routings
through our Province that comprised 6,582,240 miles, with a minimum of 130,701
visitor-nights spent within our borders, and 156 routings included the Queen of
Prince Rupert passage. With an estimated expenditure of only $10 per day per
person, this amounts to $1,307,010 of new money generated into British Columbia's
economy by this office and its staff of three people during the three-month period.
 I 56 BRITISH COLUMBIA
Co-operation received from the Banff National Parks Administration, that
renders this programme possible, is greatly appreciated.
A considerable extension to the Travel Counsellors' programme aboard British
Columbia Ferries was affected. Horseshoe Bay-Langdale, Comox-Powell River,
and Kelsey Bay-Beaver Cove-Alert Bay-Sointula services were added to the
service and received excellent reception from the travelling public. Thirty-seven
university students are employed in providing this service on 13 vessels.
An additional five university students were employed in the reception service
at the Vancouver International Airport. These young ladies are multilingual and
receive all overseas flights, including charters, between 7 a.m. and 11 p.m. daily.
The service is unique in International Travel in that the receptionists are allowed
to work in the arrivals area of the airport prior to Immigration and Customs.
Only the co-operation of the Customs and Immigration officials and the Department of Transport makes this programme possible. It is this co-operation that
makes the service unique. IUOTO, the official tourist arm of the United Nations,
has remarked on this programme and commended it to other nations around the
world.
LITERATURE DISTRIBUTION
Servicing the tourist and prospective tourist with both promotional and informational literature continues to increase in complexity. Changes in publicity pressure exerted on shoulder months, and winter promotion, create the necessity of
maintaining a wider variety of information and distribution sources.
A continued annual over-all increase in tourism, an increase in excess of 300
per cent in 10 years, the ever-increasing costs of production of good material, and
excessively large increases in shipping and mailing costs, make it essential to keep
distribution under constant surveillance. Materials to serve this large increase in
tourism have increased by only 120 per cent in the same 10-year period. This can
be achieved only by constant supervision and revision of distribution systems, and
elimination of waste.
PERSONNEL TRAINING
An increasing awareness of the value of Information Centres is evident in numerous regions, displayed by an ever-increasing number of information booths. It is
also increasingly evident to many communities that trained personnel are essential
to operate such booths.
This is resulting in numerous requests for Travel Counsellor training programmes at the regional level. A pilot programme for a three-day crash programme
was instituted in 1969. This training programme was repeated in 1970 with a three-
day course held in Sicamous early in June. Regional representation was excellent,
with recipients of the course expressing appreciation for the training following their
season's work.
Plans are made to hold another course in Penticton in June 1972. Tentative
plans are being made to expand the programme to two widely spaced locations in
1973.
The week-long Travel Counsellors' Training Course was held early in May at
the Vocational School in Burnaby. With a large influx of young people into the
Travel Counsellor Programme, the school was oversubscribed and, although two
classes were operated simultaneously, they were still very much overcrowded.
Many members of other Government departments, and many dedicated members of the private sector, lend their expertise to ensure the success of this programme,
and to these people we are sincerely thankful.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 57
In-service training for counsellors in the Head Office is a continuing programme.
Close liaison is maintained with counselling staff of the Canadian Government Travel
Bureau in both the information and distribution sectors.
PROMOTION
Assistance was given to other divisions of the Department in various promotional activities. Staff members staffed Travel Shows in California, Oregon, and
Toronto. Field co-ordination of the California Promotion was executed under the
direction of the Deputy Minister.
FIELD WORK
As part of the Travel Counsellors' Training Programme, an extensive and detailed tour was made of the Sunshine Coast, Northern Vancouver Island, and Alert
Bay. Regular inspection trips were made to all Provincial Reception Centres and
liaison maintained with numerous community Information Centres. Hospitality
Seminars were co-ordinated and executed in seven communities. Visits to several
Chambers of Commerce as guest speaker were accomplished.
 I 58
BRITISH COLUMBIA
PERSONNEL AND ACCOUNTS
G. L. Levy
The Personnel Office processed 106 requisitions through the Civil Service
Commission. These were required for the selection of persons to fill vacancies and
seasonal requirements for the following areas:
Thirty-six were recruited for the Travel Division to staff reception centres in
Victoria, Vancouver, and various parts of the Province.
Thirty-two were selected for the subscription office of Beautiful British Columbia magazine.
Twenty 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.
Four were selected for the Film and Photographic Branch, and eight 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.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 59
PUBLICITY
Harry P. McKeever
International focus on British Columbia's Centennial celebrations, together
with the upsurge in world travel, resulted in a variety of projects that began in
January and continued until late in the year. From it all the Province must be
assumed to benefit from the increased publicity by visiting journalists and also from
the 123 special stories sent to editors at universal points.
The Departmental Annual Report and three special issues of the British
Columbia Government News were produced. Departmental folders and brochures
were rewritten and updated where applicable. Consultations with regional representatives resulted in the modification of their promotional pieces, one of which
was completely rewritten. The same applied to the many publishing houses producing travel guides, encyclopaedias, and textbooks.
In this regard the Canadian Embassy, Venezuela, was assisted in a large-scale
project outlining the holiday advantages of the Province. In conjunction with the
editorial services of the Canadian Government Travel Bureau, Ottawa, an entire
section of the Grand Rapids Press, Michigan, was devoted to extolling our 366,255
square miles.
One of Europe's most influential publishing houses paid glowing tribute to
the co-operation it had received in the production of a hard-cover, full-colour book.
In another venture a Canadian publisher termed a prose story the best he had
received in his career.
A forthcoming book of the American Society of Travel Writers will contain a
chapter contributed by this office. Questions were made up for the "Hollywood
Squares" television programme. A new travel book was planned with Rand
McNally, Chicago, as were a series of articles with a representative of the Christian
Science Monitor, Massachusetts.
Discussions with a staff member of Modern Bride, New York, resulted in a
full-scale story in that magazine. Liaison was maintained throughout the year with
Air Canada and CP Air in their attempts to attract visitors on European "long
haul" programmes.   Writers sent by PNTA were hosted on two occasions.
Two German writers were escorted on a 10-day tour of the Lower Mainland
early in the year. Dr. Freidrich Wagner, travel editor of the Frankfurter Allge-
meine Zeitung, was hosted on a nine-day trip to Prince George. A two-day visit
of Mr. Harry Forgeron, of the New York Times, resulted in generous publicity.
Similar results accrued from a four-day visit of Mr. and Mrs. C. Juckett, New York
free-lance writers. Mr. William Lloyd, features editor of the powerful Manchester
Evening News, England, was most impressed by a two-day visit. Nationally, a
journalist from Chatelaine, Toronto, was assisted in the preparation of a story on
the Pacific region. Many other writers from widespread points were introduced to
the travel amenities of British Columbia via an arrangement with the Canadian
Government Travel Bureau, Ottawa.
A three-man team from BRT-Vlaamse Televisie, Brussels, was escorted to
Vancouver Island points in the preparation of a documentary intended for European
screening. A similar crew from Special Project Films, Sydney, Australia, was
hosted on a two-day tour to Campbell River, researching material for a production
due for world-wide showings via Australian television and the British Broadcasting
Corporation, England. A photographer/journalist from Cable 8 Limited, Hamilton, Ont., was assisted in his quest for a series of shows depicting British Columbia's
advantages as a vacation destination.   A trip was made to Long Beach on behalf
 I 60
BRITISH COLUMBIA
of a journalist from Honolulu seeking a tie-in between the beaches of west Vancouver Island and those of Hawaii. Additionally, correspondence from free-lance
writers and publishing houses constituted a heavy research work load from January
to very late in the year.
In all, it would in no way be immodest to conclude that 1971 was an outstanding year.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 61
SPECIAL EVENTS AND CIVIL AVIATION
Miss Elaine Johnston
Interest in British Columbia as a vacation destination became evident early in
the year, when our display and booth at the Portland Vacation, Boat, and Sport
Show in January predicated many inquiries. Interest was high in Centennial events,
and demands for the Calendar of Events were heavy. Notwithstanding this early
date, requests for information on the visit of the Royal Family indicated a strong
desire to visit British Columbia.
Preparations for the Department's annual California Promotion were under
way long before the year began, and continued through March and April when the
promotion took place in Los Angeles, San Diego, and Palm Springs. Correspondence with more than 200 clubs was carried out from Victoria before our departure,
and complete information on each club's interests, date, time, and location of meeting place, and even detailed traffic directions to reach the meeting place were available to all participants before they started out on daily assignments.
During the illness of the Supervisor of the British Columbia Information Centre
in Vancouver, the Special Events Information Officer was assigned to weekly visits
to Vancouver during the spring months for supervisory and related duties. The
Vancouver office staff cheerfully and willingly undertook extra work during the
Supervisor's illness.
Revision of the course outline, preparation of instructor's material, arrangements for guest speakers, and arrangements for classroom space and facilities were
carried out in the spring for the 1971 British Columbia Travel Counsellors' School
at the British Columbia Institute of Technology in Burnaby. The 1971 class, May
3 to 7, was the largest ever, with more than 60 students participating. Interest was
so intense that two students were accepted from the Touring Department of the
Automobile Club of Washington in Seattle. The week-long course is cosponsored
by the Department of Education and the Department of Travel Industry, with examinations set by the latter. Guest speakers from private industry and Government
departments combine to make this a challenging, capsule course in British Columbia
travel information.
At various times through the year the Information Officer represented the Department by presenting programmes on British Columbia. Two examples were
programmes on "The Importance of Tourism" to the graduating class of service-
station attendants, sponsored by the British Columbia Institute of Technology, and
to Vancouver's B'nai B'rith group on "Centennial year in British Columbia." The
Information Officer represented the Department in Toronto on a one-half-hour television show sponsored by the Travel Department of the Toronto Telegram. We
were provided with 30 dozen daffodils by Vancouver Island growers, and these were
shipped, courtesy Air Canada, to Toronto for use on the show's set.
The London to Victoria Air Race raised tremendous interest in British Columbia's Centennial, and the Department was invited to assist with preparations for the
arrival and entertainment of the participating pilots and crews. Assistance was
given by the Information Officer and travel counsellors to the British Columbia
Centennial Committee, and the London to Victoria Air Race Committee (Ottawa).
In this latter regard, the Information Officer was lent to the London to Victoria Air
Race Committee (Ottawa) to supervise the operation of the Press Rooms at the
LVAR headquarters in Victoria, July 7 to 10.
The new Fly Beautiful British Columbia booklet was received from the Queen's
Printer in April, and with assistance from the British Columbia Aviation Council,
 I 62 BRITISH COLUMBIA
distribution commenced immediately to selected outlets. Response was very encouraging, considering the many reorders placed with the Department. The booklets were made available to the British Columbia Aviation Council, the Abbotsford
International Air Show, the London to Victoria Air Race pilots and crews, aviation-
fuel distributors, charter and rental operators, the Ministry of Transport, the Canadian Owners and Pilots Association, and innumerable other outlets. Plans are
already under way for wider distribution of the next edition.
Many requests for information on British Columbia flying vacations supported
our claim to an ever-growing interest in British Columbia as a flying vacation destination. Figures from Statistics Canada also show an increase in general aviation
border crossings at British Columbia points.
Familiarization trips were conducted by the Information Officer for travel editors, writers, photographers, television and radio crews, and special guests from
around the world. Mrs. Sheila Gushue, from the Evening Telegram, St. John's,
Newfoundland, was hosted in May, followed by the "Hollywood Squares" television
crew, Sir Desmond and Lady Plummer of the Greater London Council, a Japanese
television crew filming sport-fishing, the Canadian Broadcasting Corporation's International Service from Montreal, and PNTA travel writers from Winnipeg and Santa
Monica, Calif.
Travel information intended for publication in Sunset magazine and the AAA
National Tour Book was checked for accuracy, and many corrections and revisions
were made or suggested.
The Information Officer opened the Osoyoos Seasonal Information Trailer in
May, and assisted the new supervisor and staff with ordering literature, organizing
storage facilities, arranging staff shift schedules, as well as providing on-the-job training for new travel counsellors.
The Regional British Columbia Travel Counsellors' School was conducted at
Sicamous in June. The course outline, content, guest speakers, accommodation,
arrangements for field trips, and examinations were prepared in Victoria prior to the
course. Students from Tourist Regions C, D, and E participated. Requested critiques from the students to analyse course content and time allocated to each subject
offered provided us with subsequent information that will help succeeding classes.
Before 1971 drew to a close, work was already under way for the 1972 California Promotion and Travel Counsellors' School. Comments, criticisms, and suggestions were also invited from aviation sources with a view to improving the next
edition of Fly Beautiful British Columbia.
The generous co-operation of many civic, municipal, Provincial, and Federal
agencies and departments, and tourist regions throughout the year is gratefully
acknowledged.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 63
TRAVEL COUNSELLING
Mrs. Grace M. Long
Inquiries for information on our Province during 1971 are as follows:
1970 1971
January      12,970 7,271
February      12,679 12,582
March      27,049 45,981
April      55,994 29,892
May      33,077 24,992
June      21,854 19,904
July      12,880 10,208
August        7,369 7,279
September       8,868 5,623
October       7,326 6,857
November        7,068 7,120
December        6,245 6,138
213,379 183,847
The above figures show a decrease of 15 per cent in mail inquiries for 1971
below 1970.
This reduction resulted from a decision to remove all coupons from printed
media advertising in order to attain more selectivity in inquiries. This has, as
expected, created a large increase in our "detail" letters. These requests require
individual attention, involving a great deal of research in many cases and has
therefore made it necessary to assign more travel counsellors to servicing fewer
inquiries. Mrs. Debbie Buick is in charge of servicing these requests, with additional counsellors assigned to assist her as the work load increases.
TOURIST COUNSELLORS
The following is a resume of tourist counsellors who work aboard the British
Columbia ferries during the summer season.
During 1961 to 1962, 10 university students were hired to work aboard the
ferries on the Tsawwassen-Swartz Bay route. In 1963, additional service began on
the Horseshoe Bay—Departure Bay, Horseshoe Bay-Langdale routes, and our staff
increased to 23 students. In 1964, 20 girls only were hired as counsellors; our
service on the Horseshoe Bay—Langdale route was discontinued. This situation
continued for four years. In 1968, 23 students were again hired, three of whom
worked at the Vancouver International Airport. These counsellors were required
to speak German fluently. We continued with 23 girls until 1971 when, to alleviate the national unemployment situation, an additional 19 girls were hired, bringing
the total to 42 tourist counsellors. Staff increases resulted at the International Airport, and on the Tsawwassen-Swartz Bay, Horseshoe Bay-Departure Bay routes.
Additional routes now hosted by tourist counsellors are: Comox-Powell River; the
northern Vancouver Island route, Kelsey Bay-Sointula; and Horseshoe Bay-
Langdale.
Preparation for our 1971 Tourist Counsellor Orientation Tour, May 11 to 15,
commenced in early March. Our tour was made by coach and ferry on the Sunshine Coast and Vancouver Island; for the first time we covered the northern part
of the Island.   Contacts with Chambers of Commerce, hotels, restaurants, transpor-
 I 64
BRITISH COLUMBIA
Tourist counsellors who work aboard the British Columbia ferries (picture taken at
Discovery Inn, Campbell River, during our 1971 orientation tour of Vancouver Island and
the Sunshine Coast).
tation companies, and many others were made. In the past we have had representatives from the Canadian Government Travel Bureau in Ottawa and Seattle; from
the Department of Industrial Development, Trade, and Commerce in San Francisco;
and staff from our own offices in Los Angeles and San Francisco join the tour, but
owing to the increase in our numbers we are now unable to accommodate these
people.
PROMOTIONS
During 1971, I participated in the San Francisco Sports and Boat Show from
January 8 to 17, and in the Department of Travel Industry's Los Angeles Promotion
from March 29 to April 2. I also accompanied the Tourist Counsellor Orientation
Tour during May.
Mrs. Gail Carrie, travel counsellor in this office, participated in travel shows
at Portland (January) and at Calgary (April); Mrs. Debbie Buick in travel shows
at Portland (January), Toronto (March), and Edmonton (April).
In April, Mrs. Joan Thomas and Miss Marnie Konopski, of this office, joined
the Travel Counsellor Orientation Tour.
Mrs. Gail Carrie staffed a booth at the Inter Photo '71 exhibit held at the
Bayshore Inn, Vancouver, in June.
Travel counsellors from this office manned a hospitality booth for four days
at the Empress Hotel, Victoria, for the Centennial Committee's London to Victoria
Air Race in July.
A travel booth was set up at the Federal-Provincial Conference on Tourism at
the Empress Hotel in October, and was manned by our Mrs. Joan Thomas, Mrs.
Debbie Buick, and Mrs. Gail Carrie.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 65
LITERATURE DISTRIBUTION
Bulk shipment of literature is controlled by this office. This includes all literature produced by this Department, and required approximately 12,000 shipments to
cover these requests.
This year we installed the Norfield Strip Index System for our master mailing-
list. Mrs. Joan Thomas, presently in charge of literature distribution, finds this
system a decided improvement in accuracy, and a time-saver.
Lists of events for 1972 were prepared for the Canadian Government Travel
Bureau; Events and Happenings magazine in New York; Pam Am Book 1972,
Boston; and the Reuben H. Donnelley Corporation, Chicago.
Many kits have been made up over the year for such special events as travel
shows and club activities.
Approximately 1,000 letters were written on our Flexowriter.
RESEARCH
Hiking and the use of hostels in our Province have become very popular recently, resulting in a great deal of research. Data collected is stencilled and thousands of copies are distributed to our Reception Centres and to the public requesting this information.
The updating of the reference file containing finger-tip information on the
Province is now in process for 1972. These are distributed to all tourist counsellors
working aboard the British Columbia ferries, at the Vancouver International Airport,
the British Columbia Reception Centres, Canadian Government Travel Bureau
offices in Seattle and Ottawa; and at travel and other shows.
Other areas of endeavour requiring vast research and yearly updating are sani-
stations, boat charters, aircraft charters, dude ranches, industrial tours, trailer parks
and camp-sites, and many other aspects of the travel industry.
The 1972 spring-summer edition of the British Columbia Calendar of Events
was prepared later in the year. The fall-winter edition will commence in early July.
The Ferry Sheet of Coastal Ferry Operations is also updated yearly.
 I 66 BRITISH COLUMBIA
FILM AND PHOTOGRAPHIC BRANCH
S. H. Haines
Formerly, this report has followed a certain stereotyped pattern. For a change
of pace in 1971, it would perhaps be of interest to meet the people who make the
things happen that this report is all about.
The Branch is staffed by three different types of people who work together and
co-operate to produce the flow of excellent material that emanates from this office.
By the very nature of the operation, the primary group must be the motion-
picture cameramen and the photographers who go into the field and produce the
negative material for processing. They are responsible for all the film footage used
in our films, and for the photographs used by Government brochures, posters, promotional material, and the world-famous Beautiful British Columbia magazine.
Next is the darkroom technician, whose duty it is to process, print, and caption
the photographers' work into the colour and black and white prints so familiar to
the general public.
Last but not least comes the office staff. Here we have a dedicated group of
people who actually tie the different segments of the operation into a single unit.
Office staff duties consist of correspondence, accounts, receiving and shipping, film
libraries, and administration.
Branch photographers and cameramen spend numerous week-ends in the field
away from their families, but it is hoped that, shortly, they will be able to have some
time at home to compensate and get a chance to examine just what has been produced during the hectic days of spring, summer, and fall. This is the time of year
when culling and sorting become the order of the day, and the problems and frustrations encountered in the field will be relived and recalled as men peruse film footage, negatives, and slides to catalogue only the finest for Branch use.
Eight staff members travelled throughout the Province during the year on various kinds of photographic assignments. These included slide, motion, and stills
production, making it necessary for each man to travel in excess of 10,000 miles on
land, plus many more miles by sea, and in the air. Once again helicopters were
utilized to a great extent, as were fixed-wing planes, trucks, jeeps, and horses.
Photography was carried out not only on land and in the air, but also under water,
and many of the more office-bound types were invited to display their aquatic skills
to assist in these sequences.
The colour laboratory continues to increase in importance to the Branch and
Beautiful British Columbia magazine, for which it was initiated. Plans to increase
this facility are progressing favourably, an increase that was inevitable due to colour
now being used in almost every information and advertising medium presented to
the public.
MOTION-PICTURE PRODUCTION
It has been a successful year for this Branch as far as motion-picture footage
is concerned. Since it takes time to collect the necessary footage for a motion-
picture production, not all films are completed during the year they are started.
This should be kept in mind when one recalls that six productions were completed
for the last Annual Report, while we claim only one for this year. Notwithstanding,
cameramen shot and processed more film footage this past year than any previous
year in the history of the Branch, besides completing a series of commercials for
television release.
 REPORT OF THE TOURIST INDUSTRY,  1971
MOTION-PICTURE CAMERAMEN
I 67
F. W. E. (Bill) Round,
director of special projects.
Migrating geese are not always
co-operative.     ?afP
 I 68
BRITISH COLUMBIA
William L. (Bill) Wiley receiving award from the Honourable W. Kenneth Kiernan.
Two of our films have been versioned into the Japanese language, and a short
version of the Festival of Sports film was completed. Motion pictures well on the
way to completion are a film on the 'Ksan project at Hazelton, a film showing the
hazards of illegal drug use, and a classical film of Vancouver Island that promises
to be magnificent.
The production completed in 1971 has been titled "The Sounds of Silence,"
and shows the various activities and the beauty of Manning Park in the winter
months. This film will undoubtedly be in great demand and will be in world-wide
circulation shortly.
STILL PHOTOGRAPHY
Perhaps a more critical area of photography
is in the production of still pictures. Here we
have no motion or sound to interest the viewer,
who can examine and criticize for as long as he
wishes. Well aware of this fact are our four
stills men, who are perhaps their own most
severe critics. Of these, one is responsible for
official Government promotional and state assignments. Two are assigned to Beautiful British Columbia magazine, and the fourth to photographs for the Branch albums.
Gordon E. Whittaker, official photographer. "Let's
have that little smile once again, please."
 REPORT OF THE TOURIST INDUSTRY, 1971
I 69
FILM AND PHOTOGRAPHIC BRANCH NONTHEATRICAL
SCREENINGS
50
45
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TATES SHO
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965             1966           1967             1968             1969             1970           1
971
  REPORT OF THE TOURIST INDUSTRY
1971
I 71
Maurice Borrelly,
Beautiful British Columbia
magazine photographer.
"This is going to be a beautiful shot/
Peter Tasker,
Beautiful British Columbia
magazine photographer.
Correct exposure is the whole secret.
 I 72
BRITISH COLUMBIA
Gary Webster, branch stills photographer.   Patience is the keynote here.
DARKROOM PRODUCTION
While the black-and-white print production has remained much the same as
last year, the black-and-white negative count is down. This is due largely to the
photographers' use of colour film almost exclusively now, and that black-and-white
prints can easily be made from colour negatives. Regardless of this, the black-and-
white darkrooms produced 30,256 glossy prints in a variety of sizes, processed 2,711
negatives, and mounted 687 framing prints.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 73
Maria Pelvay, darkroom technician.
Much better with the lights on.
George Piercey,
assistant darkroom technician.
You can always make a better
copy negative.
■
.'■     >«-*■
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" *-i"»o««r___ll^M
 I 74
BRITISH COLUMBIA
COLOUR LABORATORY DARKROOM
Due to improved conditions, the colour laboratory showed a much greater increase in production than had been expected. The final count
for the full year gives totals of 1,275 transparencies, 2,159 negatives, and 8,819 colour prints
of varying sizes produced.
Hans Kirchner, colour laboratory technician.
Colour perfection is the ultimate goal.
MOTION-PICTURE DISTRIBUTION
There was a slight increase in the number of films put into circulation over that
of last year. The Canadian Travel Film Library ordered 210 prints of our new
productions, and the Branch matched this order with a further 210 prints for international distribution. For domestic distribution through our own facilities, the
Branch put an additional 76 prints into the Victoria and Vancouver libraries.
Booking out another motion picture.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 75
Other of our films in different languages have been placed strategically with
tourist promotion groups in foreign countries, and these are receiving excellent exposure. Some obsolete prints have been withdrawn during the year to keep the
image of British Columbia up to date, but more than enough have been added to
increase the number of prints in world-wide circulation. More than 3,000 of our
motion-picture films are in circulation at this date, covering four languages.
In an effort to improve public access to the film library, the Department relocated this facility at 636 Burrard Street, Vancouver, early in 1971.
We also undertook the distribution of British Columbia Hydro films and incorporated the Community Recreation Branch library at the same location.
Early in the new year, as a result of these inquiries, it was decided to open a
small library on a trial basis. This has proved to be a wise decision, as rapid growth
of this operation has necessitated a move to larger quarters, and double the working
area has been acquired. Three smaller libraries have been channelled into this distributing system, making all these films more readily available to the borrowing
public from a single source.
Reports from the Vancouver library indicate that bookings are well into the
fall of 1972, and daily film shipments continue to increase. Should this increase in
traffic through this facility continue, it will be necessary to add further prints to the
inventory, and additional staff will be needed.
It should be acknowledged at this point that the fine showing of this new library
would not have been possible without the excellent co-operation of the Department
of Public Works, the Queen's Printer, and the manager and staff of the British Columbia Information Centre in Vancouver. To all these people the Branch extends
sincere thanks.
Valerie Chenoweth, Vancouver film librarian.
"Films are well received and appreciated."
 I 76
BRITISH COLUMBIA
MOTION-PICTURE SCREENINGS
Reports indicate an increase in nontheatrical screenings in Canada and the
United States. More than 48,900 screenings were recorded to audiences in excess
of 3,000,000 persons, while television broadcasts have exceeded the 1,000 mark,
with most of these being in colour.
The two Branch libraries indicate 3,683 screenings with an audience of 219,220.
This figure is expected to climb sharply now that the Branch is handling its own film
distribution within the Province.
GENERAL OFFICE
The revised photo albums have been a very real help to office staff and others
searching for colour and black and white material for illustrations for stories, brochures, maps, and folders during the year. There were 269 new black-and-white
negatives added to the files along with 1,444 colour, which were all numbered, captioned, and filed. More than 4,000 duplicate slides were numbered and captioned
to replace those sent out in response to requests for this material.
In reply to requests for illustrative material, the office staff selected and shipped
7,610 black-and-white glossy prints, 3,782 colour slides, and 4,288 colour negatives. While the black-and-white prints and the duplicate slides are usually retained
by writers and others for their files, the irreplaceable colour negatives must, therefore, be sent out and returned via registered mail. To accommodate this, the office
staff were required to refile the 4,288 colour negatives returned to this office. Writing 687 individual letters was required to advise persons in need of specific information about items from this Branch, where form letters would not be adequate.
General office output has shown a sharp increase over the past year due to
additional library facilities, streamlining the handling of prints, transparencies, negatives, and motion-picture film processing. The staff are justifiably pleased with the
over-all production for the year.
Stan Haines, Administrative Officer.
The best team.
 REPORT OF THE TOURIST INDUSTRY,  1971
I 77
L
Nancy Davies, office secretary and
film librarian.
Everything in order.
Diane Burdyny, secretarial assistant.
Dictaphone is a "fun thing."
 I 78
BRITISH COLUMBIA
COMMUNITY RECREATION BRANCH
J. H. Panton
The Community Recreation Branch completed its first full year in the Department of Travel Industry in 1970/71. The year was one of the most important in
the history of the Branch, as many policies and procedures underwent complete
changes. Two new staff appointments brought the field staff to full strength and
has enabled the Branch to once again serve two large areas of the Province. The
new office in Prince George will facilitate service to the Northeast area.
The appointment of Mr. G. J. Pynn to the positions of Fitness and Sports
Co-ordinator and Secretary to the Physical Fitness and Amateur Sports Fund
enabled the Victoria office to function much more effectively. It is hoped that this
will be an important factor in further expansion of communication and other services from Branch headquarters.
The new staff hiring and special project grants have been well received by
recreation people in the Province. More small communities have hired directors
within the past year than in any other year since the Branch was established. The
special projects programme has enabled recreation personnel to expand, develop,
and experiment beyond their budgets. As a result, many recreation projects that
could not have been conducted without this aid were very successful. The administration grants assist small community recreation commissions to function.
The following grant statistics to the end of October 1971 indicate the acceptance and potential of this service:
Number Approved Amount
$
Special project grants  180 98,917.55
Administration grants  255 76,500.00
Staff-hiring incentive grants  11 37,000.00
Regional District Study grants  2                     800.00
Regional District Recreation Commission Organization grants    	
Total :  213,217.55
Major Provincial projects assisted by the Branch were:
1. Provincial Conference  1,620.00
2. Short course for recreation personnel  1,100.00
3. Alberta facility study  900.00
4. Federal facility study  214.00
CENTENNIAL
The Branch terminated almost six years of Centennial work that started in
1964. The majority of all committees organized for the 1966/67 and 1971 Centennials were aided and guided by our field staff. Most of the projects were recreation facilities and much of this was due to Branch encouragement and guidance.
FESTIVAL OF SPORTS
The Branch acted as an aid to the Festival of Sports. The field offices provided
information to communities and assisted the Festival field staff in an advisory
capacity. Branch offices were used by many Festival of Sports people for
information.
 REPORT OF THE TOURIST INDUSTRY,  1971 I 79
RUN-WALK-CYCLE-SWIM
The Run-Walk-Cycle-Swim programme, launched in July, was administered by
local recreation commissions through the Branch Sports and Fitness Office. This
programme, designed by the Branch to encourage British Columbians to participate,
had attracted more than 10,000 participants prior to December 31, 1971. Publicity
and awards were provided by the Physical Fitness and Amateur Sports Fund.
OPERATION REACH
This special programme, launched in October, was designed to encourage
more participation by lay leaders in community recreation. It will create new
interests and more involvement in public recreation. Operation Reach is an
ongoing project which, it is hoped, will challenge the ingenuity of recreation people
and lead to policies and procedures that will become an integral part of public
recreation activity in every community.
ALBERTA FACILITY STUDY
Nine British Columbia recreation directors and Mr. G. J. Pynn spent a week
in Edmonton, Red Deer, and Calgary. Discussions, observations, and study of
facilities in each city was arranged prior to the trip. In each community the group
met with Recreation Branch personnel to question and discuss facility problems.
The Branch shared the expenses of the nine directors as a special project programme. A report of the group was submitted to the Branch.
FEDERAL FACILITY STUDY
The Federal Government hired 12 recreation students to undertake a facility
study in all communities in British Columbia with 2,000 or more population. This
initial experiment was assisted through all the offices of the Branch.
The co-ordination of the Facility Study Programme was the responsibility of
the British Columbia Sports Federation-Recreation Association office. The Branch
was unable to do this due to the lack of staff in the Victoria office.
LIBRARY SERVICES
Mr. P. W. Grant was given the responsibility of evaluating the Branch film
library to determine needs and procedure for the future. This was done in September of 1971 and recommendations were subsequently submitted to the Department.
The Branch film services require constant attention and procedure that will ensure
up-to-date films and adequate information service. This service should be used
much more extensively and effectively in the future.
RECREATION SERVICES FOR THE BLIND
J. Lewis
Mr. J. Lewis is attached to the staff of the Branch, but works independently
through the Canadian National Institute for the Blind in Vancouver. Quarterly
reports submitted by Mr. Lewis indicate a wide variety of white cane recreational
activities throughout the Province.
 I 80 BRITISH COLUMBIA
MISCELLANEOUS
During the past few years there has been an ever-increasing national involvement between the provinces and the Federal Government. Many national projects
co-ordinated through the provincial offices necessitated co-operation and discussion
concerning projects such as:
1. Canada Games.
2. Federal Facility Study.
3. Sports Caravans.
4. Olympic Games, 1976.
5. Council of Provincial Directors.
There are also many projects in the proposal stage. As Canada becomes
smaller through ease of travel communications, this aspect of Branch responsibility
has greatly expanded.
SPECIAL DIVISIONS
Fitness and Sports Co-ordinator
(G. J. Pynn)
During the year the policies and procedures of this office were under study to
provide a comprehensive sports and fitness service to the Province.
During 1971 a new procedure required all applications to be made in January
or June. This involved preparations and submissions of applications, study, consultation re applications, interviews with all applicants, evaluation with the Grants
Advisory Committee, and final presentation of recommendations to the Fund
Committee.
During 1971, 70 applications were accepted, studied, interviewed, and processed. The total amount approved was $735,184.72. Besides grant applications,
a great deal of correspondence and communication is necessary regarding all aspects
of the Physical Fitness and Amateur Sports Fund.
Drama Division
(Miss A. Adamson)
The upsurge of interest in theatre continued in 1971. The Branch assisted the
British Columbia Drama Association in its work with the drama groups of the
Province.
Drama workshops and clinics were held throughout the year in all parts of
British Columbia. This Branch assisted with supplying guest lecturers and specialists in various fields.
The drama library continues to give good service to the many groups, schools,
commissions, and individuals requiring assistance. More than 6,000 books, pamphlets, and magazines are sent out annually.
AREA REPORTS
Northwest
(42 Commissions)   (D. E. Brown, Burns Lake)
1971 has been a year of rapid growth for community recreation in the northwest. In professional staff alone we have more than doubled our numbers in one
year. Prince Rupert added three staff members to coincide with the opening of their
new multimillion-dollar complex. The pro-recreation city has now a Recreation
Supervisor, Assistant Supervisor, and Arena Manager as well as a Superintendent
of Parks and Recreation, and an Aquatic Supervisor.   Prince Rupert has the largest
 r
REPORT OF THE TOURIST INDUSTRY,  1971 I 81
recreation structure in the northwest area. Terrace added a specialist to their staff
this year, and set a precedent for British Columbia. Through the efforts of their
recreation commission, Terrace was able to hire a native Indian youth worker.
His job was primarily to assist native youth adjust to public school and the city
life at Terrace. Although this youth worker is responsible to the Terrace Recreation
Director, the programme was financed primarily by the British Columbia First Citizens' Fund. In the spring of 1971, Kitimat completed a beautiful new indoor swimming-pool that is operated by a qualified aquatics staff.
Grants were approved as follows:
Administration grants  27
Special project grants  33
Staff-hiring incentive grants     4
Northeast
(35 Commissions)   (R. D. Lamoureux, Prince George)
The Northeast area office was vacant for more than one year. This serious
communication problem made it very difficult to provide minimal service to the area.
Mr. Lamoureux was appointed in July, and since that time a great deal of work has
been done in this area.
Zone meetings were held in the following communities to plan for the future:
Prince George, Quesnel, and Dawson Creek. Smaller area meetings for the same
purpose were organized in Groundbirch, Farmington, and Doe River.
Due to the long period of vacancy in the Northeast area, it was necessary to
travel extensively to explain the Branch's new policies and to acquaint communities
with Branch services.
Important developments were: November recreation seminar in Fort Nelson;
Recreation Directors appointed at Fort St. John, Quesnel, and Mackenzie; seminar
in Fort St. John in December.
Grants were approved as follows:
Administration grants  30
Special project grants  7
Staff-hiring incentive grants  2
Kootenays
(65 Commissions)   (A. D. Collier, Nelson)
The greatest work and fastest development over the past two years has been in
the East Kootenay area, particularly in the developments in the Elk Valley area
because of the recent mining expansion. The concept of regional recreation has
been the most significant advantage in recreation programming and staffing. There
are now six area recreation commissions in the Kootenays—five in Central Kootenay
Regional District and one in Kootenay-Boundary Regional District. Amalgamation
as an area has reduced the number of recreation commissions and departments requiring individual attention, thus making consulting work somewhat easier. However, this will not immediately answer all the problems of recreation, as the concept
has not developed as quickly as was anticipated. In fact, it has met with some
resistance in some regional districts.
Services have been made available to all communities having recreation commissions, and to other groups on an advisory basis, such as the Technical Planning
Committees in the Regional Districts of Central Kootenay and Kootenay-Boundary,
 I 82 BRITISH COLUMBIA
service clubs and organizations, project societies, schools and colleges, and in some
cases individuals who are furthering recreation in their communities.
Grants were approved as follows:
Administration grants  50
Special project grants  21
Staff-hiring incentive grants     1
Okanagan-Similkameen-Boundary
(40 Commissions)    (J. M. MacKinnon, Kelowna)
The 40 recreation commissions in this area were united at least twice during
1971. More than 50 formal community recreation meetings and innumerable casual
meetings were attended during the year.
More than 30 communities availed themselves of "special project" aid. The
total approved cost was more than $10,000. This has proved to be a most beneficial service.
The following projects and events had a significant impact on the communities
involved: Interim Regional Recreation Commissions in Similkameen, North Okanagan, Central Okanagan, and Kootenay-Boundary; Aquatic service in Peachland;
Youth Recreation Programme in Peachland; regional survey in North Okanagan.
Grants were approved as follows:
Administration grants  40
Special project grants  28
Staff-hiring incentive grants	
Conclusion—It seems evident that the services of the Community Recreation
Branch are being used to their fullest in the Okanagan-Similkameen-Boundary area.
It is expected that, with the increased interest in the special project area, many more
applications for assistance can be expected before the end of the fiscal year.
Central British Columbia
(48 Commissions)   (E. W. Mayers, Kamloops)
The number of active commissions in this area remains fairly constant. Two
new district municipalities were established in 1971. Five areas are in the process
of acquiring Recreation Directors. The Branch worked with the following organizations in providing recreational activities: British Columbia Sports Federation, British Columbia Cultural Fund, British Columbia Festival of Sports, British Columbia
Recreation Association, Red Cross Water Safety Service, recreation staff of the
Cariboo College, Okanagan and Kootenay Division of Recreation Directors, and
British Columbia First Citizens' Fund.
Thirty-four leadership and development clinics were held in square dancing,
painting, arts and crafts, leadership for leaders, playgrounds, swim camps, baseball,
archery, golf, tennis, horsemanship, swimming and related activities, and highland
games.
Clinics were organized by the British Columbia Sports Federation on soccer,
hockey, sailing, basketball, gymnastics, volleyball, figure-skating, parachuting, skiing, and tennis.
Zone meetings were held in Williams Lake, Merritt, and Kamloops.
Grants were approved as follows:
Administration grants  38
Special project grants  23
Staff-hiring incentive grants     1
 REPORT OF THE TOURIST INDUSTRY,  1971 I 83
Fraser Valley-Sechelt
(41 Commissions)   (D. M. McCooey, Abbotsford)
During the year, services were made available to 14 municipal recreation commissions serving 18 communities, 23 unincorporated area commissions, four Indian
bands, and 52 Centennial '71 committees.
In addition, assistance was extended to, or on behalf of, British Columbia
Recreation Association, British Columbia Professional Recreation Association, First
Citizens' Fund, British Columbia Festival of Sports, British Columbia Physical Fitness and Amateur Sport Fund, British Columbia Cultural Fund, Federal Government Recreation Facility Survey, British Columbia Drama Association, British
Columbia Water Ski Association, Red Cross Water Safety Service, social rehabilitation projects, and local organizations, i.e., service clubs, drama groups of secondary
schools, and Community Arts Councils.
Grants were approved as follows:
Administration grants  24
Special project grants  26
Staff-hiring incentive grants  	
Vancouver Island
(85 Commissions)   (P. W. Grant, Victoria)
Highlight of the year was the annual Vancouver Island Recreation Seminar at
Parksville in October. Open to professional and lay personnel, the event stimulated
thought and developed potential new trends and directions.
Many communities received professional advice and financial aid for clinics,
seminars, programme assistance, and staff hiring. Regional recreation services
became a reality in the Mount Waddington Regional District, and work continues
to promote this kind of development in other regional districts. Without Branch
financial incentives, advice, and guidance, the development of regional recreation
services on Vancouver Island would be less advanced.
Grants were approved as follows:
Administrative grants  46
Special project grants  30
Staff-hiring incentive grants     2
Greater Vancouver
The Greater Vancouver area comprises seven large municipalities and is served
from the Victoria office. This area requires little consultative service as each department has large, well-qualified staffs.
Periodic meetings are held with all the directors to discuss Branch services,
trends, and developments in public recreation.
During the past year, requests for 12 special projects were made. A study to
develop recreation programmes for teen-age participants was approved for the whole
area at a cost of up to $15,000.
CONCLUSION
The most important step forward in recreation in British Columbia in 1971
has been the appointment of recreation directors in eight new communities, as
follows: Fernie, Fort St. John, Fort St. James, Stewart, Colwood, Regional District
of Mount Waddington, Port Alice, and Revelstoke. Several others are expected to
appoint directors in the near future.
 I 84
BRITISH COLUMBIA
The Community Recreation Branch is in a transitional stage. It may take
some time to establish a complete new approach and procedure predicated by the
many social changes evolving today. The past year has been a very significant step
in the right direction.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1971
1,530-1171-8822

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